分类归档 vgdfvzdd

State and municipal people’s governments, provincial committees, offices, departments and bureaus:

In order to implement the spirit of the Notice of the General Office of the State Council on Printing and Distributing the Promotion Scheme of Triple Play (Guo Ban Fa [2015] No.65), and comprehensively and orderly promote the triple play of the province’s telecommunications network, radio and television network and Internet, with the consent of the provincial people’s government, we hereby put forward the following opinions on the promotion of triple play in our province:

I. General requirements

Thoroughly implement the spirit of the 18th National Congress of the Communist Party of China and the 3rd, 4th and 5th Plenary Sessions of the 18th Central Committee, follow the State Council’s overall plan to promote the integration of the three networks, and provide strong support for the province’s economic and social development and improvement of people’s livelihood through the two-way access of radio, television and telecommunications services, promote the interconnection and resource sharing of information network infrastructure, promote industrial transformation, stimulate consumption upgrading, and improve the level of information benefiting the people.

Second, the work objectives

Accelerate the construction process of broadband communication network, next-generation radio and television network and next-generation Internet, new technologies, new products, new formats and new business models to promote triple play are constantly emerging, the standard system and working mechanism of triple play are further improved, and the ability to ensure network information security and cultural security is further enhanced, basically forming a moderately competitive triple play development pattern.

-the goal of network construction. Accelerate the construction of the province’s broadband communication network, the next generation radio and television network and the next generation Internet, and further enhance the network carrying capacity. By 2017, the province’s urban areas will realize optical fiber to the building, and 100% administrative villages will realize optical fiber to the village; The two-way transformation of radio and television networks in urban areas above the county level has been completed; The 4G network realizes full coverage of cities, important places and administrative villages.

-business development goals. Substantial progress has been made in the two-way access of radio and television and telecommunications services in the province, and network information services, cultural products and other integrated business applications based on triple play have become more popular. New business forms such as interactive TV, digital HD and ultra-HD TV and mobile TV have developed rapidly. In accordance with the principle of "one mature and one licensed", we will promote two-way business access. By 2017, the provinces and cities that carry out two-way entry business will strive to reach more than 2/3; The interactive TV business strives to exceed 4 million households.

-industrial development goals. New breakthroughs have been made in the research, development and industrialization of independent innovation technologies related to triple play, and the triple play format in line with the situation of our province has been basically established. Breakthrough has been made in the research, development and industrialization of independent innovation technologies, and a number of core technologies have been mastered, and the innovation ability of products and businesses has been significantly enhanced. Terminal industry, network transmission, software industry, cultural creativity, modern information service and other related industries have made great progress. By 2017, the scale of information consumption and other related industries will reach 100 billion yuan through triple play.

III. Main tasks

(a) to promote the two-way entry of radio and television and telecommunications services throughout the province.

1. Steadily carry out two-way access. In accordance with the requirements of the national "Three Networks Integration Promotion Plan", the two-way entry of radio and television and telecommunications services will be steadily promoted throughout the province. On the basis of doing a good job in two-way entry in Kunming, according to the principle of "one mature and one licensed", the declaration and approval of two-way entry permit will be carried out. Radio and television enterprises can operate value-added telecommunications services, basic telecommunications services managed according to value-added telecommunications services, Internet access services based on cable TV networks, Internet data transmission value-added services and domestic Internet telephony (IP telephony) services on the premise of complying with relevant regulations of telecommunications supervision and meeting relevant safety conditions. Under the supervision of relevant departments, qualified telecom enterprises can engage in the production and production of radio and television programs other than current political programs, the signal transmission of Internet audio-visual programs, the service of broadcasting current political news audio-visual programs, the public Internet audio-visual program service other than radio and television stations, the transmission of interactive Internet TV (IPTV) and the distribution service of mobile TV. Provincial telecommunications, radio and television industry departments in accordance with the relevant policy requirements and business approval authority, accept applications from telecommunications, radio and television enterprises, and simultaneously issue business licenses to qualified enterprises. After the enterprise obtains the license, it can carry out relevant business according to law.(Responsible for Provincial Communications Administration, Press, Publication, Radio, Film and Television Bureau and Industry and Information Technology Commission)

2. Accelerate the docking of IPTV integrated broadcast control platform and IPTV transmission system. Under the guidance of the Propaganda Department of the Provincial Party Committee and the Provincial Press, Publication, Radio, Film and Television Bureau, radio and television broadcasters should earnestly strengthen and improve the construction and management of IPTV integrated broadcast control platform, and be responsible for the programs.Unified integration and broadcast monitoring and management of electronic program guide (EPG), user terminal, billing, copyright, etc., in which the user terminal and billing management are determined through consultation with telecom enterprises, and the management mode of "double authentication and double billing" is adopted. All the contents of IPTV are integrated by the IPTV integrated broadcast control platform of radio and television broadcasters, and then provided to the IPTV transmission system of telecom enterprises through an interface. Telecom enterprises can provide programs and EPG items, which are uniformly incorporated into the program source and EPG of the integrated broadcast control platform after being reviewed by radio and television broadcasters. Telecom enterprises should actively cooperate and negotiate with radio and television broadcasters on an equal footing, do a good job in docking IPTV transmission system with IPTV integrated broadcast control platform, complete the standardized docking between users of existing telecom IPTV platform and IPTV integrated broadcast control platform of radio and television broadcasters as soon as possible, and clarify the responsibilities of both parties to ensure the normal provision and transmission of program content and the normal viewing of existing users. On the premise of ensuring broadcast safety, radio and television broadcasters will gradually access high-quality live broadcast resources at all levels by building and improving IPTV converged broadcast control platform, based on aggregating massive video content of broadcast control licensees and content providers, and provide users with multimedia digital TV services with high-definition and ultra-high-definition video and value-added services through telecom enterprises’ optical broadband and intelligent digital set-top boxes, as well as 4G networks and mobile terminals. At the same time, they can explore various cooperative business models with relevant telecom enterprises.(Provincial Party Committee Propaganda Department, Provincial Communications Administration, Press, Publication, Radio, Film and Television Bureau, etc.)

3. Strengthen industry supervision. The competent departments of telecommunications, radio and television industries shall, in accordance with the principles of openness, transparency, fairness and justice, strengthen the supervision and management of telecommunications, radio and television enterprises, standardize their business practices, and maintain a good industrial order. The competent department of telecommunications industry should strengthen the management of network interconnection, service quality, universal service, equipment access to the network and network information security of enterprises engaged in telecommunications business in accordance with the requirements of relevant policies and regulations on telecommunications supervision; The competent department of radio and television industry should strengthen the management of business planning, business access, operation supervision, content safety, program broadcasting, service quality, public service, equipment access and interconnection of radio and television enterprises in accordance with the requirements of relevant policies and regulations on radio and television management. The Provincial Commission of Industry and Information Technology, the Press, Publication, Radio, Film and Television Bureau and the Communications Administration should urge the licensed areas to fully implement two-way access, promote the actual entry and normal operation of relevant enterprises, enrich the broadcast content and improve the service level. Telecom and broadcasting enterprises should cooperate with each other and complement each other’s advantages to promote the rapid development of two-way access services.(Responsible for the Provincial Commission of Industry and Information Technology, Press, Publication, Radio, Film and Television Bureau and Communications Administration)

(2) Accelerate the construction, transformation and overall planning of broadband networks.

1. Accelerate the construction of the next generation radio and television network. Accelerate the integration of terrestrial digital TV coverage network, high-definition interactive TV network facilities, next-generation radio and television two-way wireless network (NGB-W) and wired wireless satellites, and accelerate the popularization of high-definition interactive TV and the scale-up of broadband services. Adopt ultra-high speed intelligent optical fiber transmission switching and coaxial cable transmission technology to accelerate the construction of the next generation radio and television network. Build the next generation broadband access network of radio and television, make full use of the advantages of massive downlink broadband and indoor multi-information point distribution of radio and television network to meet the needs of different users’ access bandwidth. Accelerate the construction of broadband network backbone nodes and data centers, improve the ability of network traffic dredging, and fully support Internet Protocol Version 6 (IPv6). Accelerate the construction of a converged business platform and improve the ability to support triple play services. Give full play to the role of information infrastructure of CATV network, promote the innovation of CATV triple play service, and comprehensively improve the service quality and end-user experience of CATV network.(Provincial Party Committee Propaganda Department, led by the Provincial Press, Publication, Radio, Film and Television Bureau; Provincial Development and Reform Commission, Industry and Information Technology Commission, Finance Department and other cooperation)

2. Accelerate the construction of telecom broadband networks. Implement the "Broadband China" Yunnan special action project, speed up the construction of optical fiber network, and comprehensively improve the network technology level and business carrying capacity. The newly-built urban areas mainly build fiber access networks in the mode of fiber-to-the-home, and the built areas can adopt various ways to speed up the transformation of "light entering copper retreating". Expand the coverage of broadband network in rural areas, and increase the proportion of broadband and optical fiber access in administrative villages. Accelerate the upgrading of Internet backbone nodes, improve the ability of network traffic dredging, and the backbone network fully supports IPv6. Accelerate the construction of business application platform and improve the ability to support triple play services.(Provincial Communications Administration takes the lead; Provincial Development and Reform Commission, the Department of Finance and other cooperation)

3. Strengthen overall network planning and co-construction and sharing. We will continue to do a good job in the overall planning of the upgrading and transformation of telecommunications transmission networks and radio and television transmission networks, make full use of existing information infrastructure, innovate the mode of co-construction, sharing and cooperation, promote resource conservation, and promote the efficient use of network resources. Strengthen the co-construction and sharing of network resources in rural areas and strive to narrow the "digital divide".(Provincial Communications Administration and Press, Publication, Radio, Film and Television Bureau take the lead; Provincial Industry and Information Technology Commission, Development and Reform Commission, Finance Department, SASAC, etc.)

(3) Strengthen the supervision of network information security and cultural security.

1. Improve the regulatory capacity of new media. Combined with the implementation of major cultural reform and development projects in our province, we will promote the construction of new media integrated broadcast control platform. Explore effective ways for the Party to manage the media under the triple play, improve relevant management systems and working mechanisms, and ensure the broadcast content and transmission safety. Improve the management of Internet information services, focus on strengthening the management of current political news information, improve the access, annual inspection and exit mechanism of news websites, strictly regulate the management of editing and broadcasting of Internet information content, improve the monitoring and investigation mechanism of daily news information, carry out special rectification actions of harmful information on the Internet, and build a clear cyberspace.(Provincial Party Committee Propaganda Department, Provincial Network Information Office, Press, Publication, Radio, Film and Television Bureau, Communications Administration Bureau, Public Security Department, etc.)

2. Strengthen content supervision. In accordance with the national requirements for the supervision of triple play, we will speed up the construction of the supervision platform for triple play in our province, and by 2017, we will complete the construction of the supervision platform for network information security and audio-visual programs of radio and television information networks in our province.(Provincial Communications Administration and Press, Publication, Radio, Film and Television Bureau take the lead; Provincial Development and Reform Commission, Industry and Information Technology Commission, Finance Department, Public Security Department, Security Department, etc.)

The network information security supervision platform includes Internet access service supervision subsystem, IP telephone supervision subsystem, network security supervision subsystem, information security supervision subsystem and external service management subsystem. Based on the accurate Internet basic information database, monitoring and management equipment is set up at key network nodes and network gateways. According to the needs of security control, the text, pictures, voice, multimedia and other information of telecommunication network, Internet and radio and television network are monitored, extracted, analyzed and processed from the content level and message level, and network security risks such as viruses and Trojans are monitored and handled accordingly, and relevant basic data and process data are deeply counted, analyzed and mined.

The audio-visual program supervision platform of radio and television information network includes Internet (including mobile Internet) audio-visual program supervision, mobile TV and other intelligent terminal audio-visual program supervision, IPTV program content supervision, Internet TV supervision, audio-visual new media supervision cloud service platform and other supervision systems, and comprehensively supervises the three-network integrated audio-visual service. Deploy data collection and monitoring systems in the integrated broadcast control, transmission and distribution of programs, user reception and other links to enhance the search and discovery ability, monitor the broadcast of audio-visual programs in various transmission networks in real time, discover and investigate illegal audio-visual programs and illegal information in time, and ensure safe broadcast.

3. Improve the level of safety protection. In accordance with the principles of territorial management and who is in charge, who is responsible for management, who approves and supervises, and who runs the network and pipe network, we will improve the coordination mechanism for network information security and cultural security.

Enterprises should improve the network information security protection management system and technical measures, establish working mechanisms, implement security responsibilities, formulate emergency plans, and regularly carry out security evaluation, risk assessment and emergency drills in accordance with the requirements of the national information security level protection system and industry network security related policies. We will establish an information security technical support system that prevents in advance, blocks in the process, and traces back afterwards, implement the management system of real-name registration, domain name information registration, and retention of internal and external network address correspondence for users accessing Internet websites, mobile phones, and cable TV, strengthen the sharing of resources and information, and provide technical support for relevant departments to perform their duties according to law. Strengthen the security assessment of new technologies and services before the triple play, eliminate major security risks in time, and enhance the ability to prevent hacking, information tampering, program interruption and network paralysis under the triple play.(Provincial Public Security Department, Communications Administration, Security Department, State-owned Assets Supervision and Administration Commission, Press, Publication, Radio, Film and Television Bureau, Network Office, etc.)

Relevant departments at the provincial level should improve the network security monitoring and emergency management mechanism, formulate and implement emergency plans for major network security incidents, strengthen daily monitoring, find new situations and problems in security in time, take effective measures to deal with them properly, and report major network security incidents in a timely, objective and accurate manner. Set up a provincial three-network integration safety assessment team, regularly carry out safety assessments on key technologies and links such as infrastructure and content services, and demonstrate and coordinate solutions to major safety issues.(Provincial Party Committee Propaganda Department, Provincial Science and Technology Department, Industry and Information Technology Commission, Communications Administration, Public Security Department, Security Department, Press, Publication, Radio, Film and Television Bureau, Network Office, etc.)

(4) Effectively promote the development of related industries.

1. Accelerate the development of emerging businesses. Further explore and grasp the development direction of new business. Encourage radio and television, telecommunications enterprises and other content services and value-added service enterprises to make full use of the favorable conditions of triple play, focus on broadband network construction, content business innovation and popularization and application of users, and promote the industrialization of key equipment, software and systems through the development of broadband services of mobile multimedia radio and television, IPTV, mobile TV and cable TV networks and other converged services, promote the combination of triple play and related industry applications, and spawn new economic growth points.(Provincial Development and Reform Commission, Science and Technology Department, Communications Administration, State-owned Assets Supervision and Administration Commission, Press, Publication, Radio, Film and Television Bureau, Network Office, etc.)

Vigorously develop emerging cultural industries such as digital publishing, interactive new media and mobile multimedia, and promote the consumption of digital cultural content such as animation games, digital music and online artworks. Strengthen the development of digital cultural content products and services, build a platform for digital content production, conversion, processing and delivery, and encourage all kinds of online cultural enterprises to produce information content products that promote the main theme, stimulate positive energy and publicize socialist core values.(Provincial Party Committee Propaganda Department, Provincial Communications Administration, State-owned Assets Supervision and Administration Commission, Press, Publication, Radio, Film and Television Bureau, Network Office, etc.)

2. Promote R&D and manufacturing of key information technology products for triple play. Focusing on key areas such as optical transmission and optical access, next-generation Internet and next-generation broadcast TV network, we will support the research and development and industrialization of high-end optoelectronic devices, access technologies and key equipment based on cable TV networks, IPTV and digital TV smart set-top boxes, Internet TV and its supporting applications, operating systems, multi-screen interactive technologies, content delivery systems and information security systems.(Provincial Development and Reform Commission, Science and Technology Department, Communications Administration, Public Security Department, Security Department, State-owned Assets Supervision and Administration Commission, Press, Publication, Radio, Film and Television Bureau, etc.)

Accelerate the research and innovation of key technologies such as higher-speed optical fiber access, ultra-high-speed and large-capacity optical transmission and networking, and the next-generation World Wide Web, strengthen the research on triple play security technologies, products and control methods, and strengthen the layout and standard formulation of independent intellectual property rights. Support radio and television, telecommunications operating units and related product manufacturing enterprises to cooperate through customization and centralized procurement, so as to promote the competitiveness of smart terminal products.(Provincial Development and Reform Commission, Science and Technology Department, Communications Administration, Public Security Department, Security Department, State-owned Assets Supervision and Administration Commission, Quality Supervision Bureau, Press, Publication, Radio, Film and Television Bureau, etc.)

3. Create a healthy and orderly market environment. Establish a cooperative competition mechanism between basic telecom operators and radio and television enterprises, Internet enterprises, information content providers, etc., standardize enterprise management behavior and price charging behavior, strengthen tariff supervision, and maintain a fair and healthy market environment. Encourage telecommunications, radio and television enterprises and other content services and value-added service enterprises to strengthen cooperation and cooperation, innovate industrial forms and marketing models, encourage the creation of triple play related industry alliances, pool related industries and upstream and downstream resources to jointly promote the maturity and development of the industrial chain, and promote the rapid industrialization of innovative achievements.(Provincial Development and Reform Commission, Communications Administration, State-owned Assets Supervision and Administration Commission, Press, Publication, Radio, Film and Television Bureau, etc.)

Fourth, safeguard measures

(1) Strengthen organizational leadership. Governments at all levels should fully understand the significance of triple play, earnestly strengthen organizational leadership and overall planning, implement work responsibilities, and carry out work in a down-to-earth manner to ensure the completion of various objectives and tasks in the promotion stage. Relevant departments should, under the leadership of the provincial three-network integration coordination group, do a good job in leading the promotion, communication and coordination, strengthen guidance and follow-up, timely solve problems encountered in the promotion work, and jointly promote all work.(Provincial Commission of Industry and Information Technology, Press, Publication, Radio, Film and Television Bureau, Communications Administration Bureau, and the people’s governments of the states and municipalities are responsible)

(two) improve the management laws and regulations of radio and television and telecommunications industry. Combined with the national policies related to triple play and the new situation and new problems in the development of triple play in our province, we will implement the national laws, regulations and policies related to the management of radio, television and telecommunications industries, establish and improve the management regulations and systems of radio, television and telecommunications industries in our province, and provide policies and regulations for the two-way access of triple play.(Provincial Communications Administration, Press, Publication, Radio, Film and Television Bureau, etc.)

(3) Implementing relevant support policies. Use national and provincial science and technology plans (special projects, funds, etc.) and related industry development projects to support the research and development and industrialization of common key technologies and products of triple play and promote business innovation. Incorporate the application of triple play business into the category of modern service industry, vigorously develop information resources, and actively innovate content products and business forms. Earnestly implement the telecom universal service compensation policy, and actively promote and support the development of rural broadband networks. Give policy support to product development, network construction, business application and promotion in rural areas related to triple play.(Provincial Party Committee Propaganda Department, Provincial Development and Reform Commission, Science and Technology Department, Industry and Information Technology Commission, Communications Administration, Finance Department, Press, Publication, Radio, Film and Television Bureau, Network Office, etc.)

(four) to improve the level of information network infrastructure construction. Urban and rural planning and construction should reserve the required pipeline channels, venues, computer rooms, power facilities, etc. for telecommunication networks and radio and television networks, and all kinds of municipal infrastructure and public service places should be open to telecommunication networks and radio and television networks, and provide convenience for network construction and maintenance.(Provincial Development and Reform Commission, Industry and Information Technology Commission, Communications Administration, Press, Publication, Radio, Film and Television Bureau, Housing and Urban-Rural Construction Department, Transportation Department, responsible for the people’s governments of the states and municipalities)

(5) Improve the security system. Increase policy support such as fund implementation, strengthen work capacity building, and improve the information security and cultural security guarantee system of triple play network. Improve the safety management ability of relevant industry authorities, accelerate the establishment and improvement of supervision platform, and effectively safeguard network information security and cultural security.(Provincial Industry and Information Technology Commission, Development and Reform Commission, Finance Department, Communications Administration, Press, Publication, Radio, Film and Television Bureau, Public Security Department, Security Department, Network Office, etc.)

General Office of Yunnan Provincial People’s Government

April 14, 2016

(This article is published publicly)

On July 24th, the Infinite Inspiration 2019 New Consumerism Summit (Wuhan) co-sponsored by Jianghan District People’s Government, Entrepreneurship and IDG was held in Wuhan CBD. At the meeting, Fu Rao, president of Honey Bud Group, published the theme sharing of "Digging Deep into Her" Economic Scene Selection Service.

Sharp views are as follows:

1. The "her" economy is no longer bought by buy buy, and there are many entrepreneurial opportunities and investment opportunities.

2. Today, our female consumer is no longer a consumer. She has become an entrepreneur and even a connected subject, which can make our goods and families have a huge connection.

3. Women’s leadership has many advantages. We should find the advantages of women in management and make use of our own advantages.

The following is an unaudited transcript of the speech:

Fu Rao: Hello, everyone. I’m from Honey Bud. My name is Fu Rao. Honey bud is a company founded, managed and served by women, so honey bud is a very special company. 70% of the staff in our company are women, and 95% of our customers’ users may be women, and then there are 5% Bao Da. Our whole company is actually studying women, how to tap women’s economy and how to achieve women.

Therefore, my theme today is to explore "her" economy and select services in scenes. "Her" economy is a new field and new consumption, because to be honest, "her" economy is not bought by buy buy, and there are many entrepreneurial opportunities and investment opportunities.

During the eight years of Honey Bud’s pioneering work, we have come a long way, from selling a pack of diapers at the beginning, to upgrading our family consumption now, to the latest vision-quality life for young mothers, which means that we cover the whole family consumption and family life, and we will hope to have more services for everyone.

The consumption power of women is a continuous growth, and the total expenditure of women in China has increased by 81% in the past five years. On our platform, there are users from Suining City, Sichuan Province, and many surrounding cities in Sichuan Province have a lot of female users to participate in our entrepreneurial platform, which is the form of saving money for personal use and sharing money.

We have led our members to many places, including New Zealand and South Korea, to meet with our brands, to understand how cross-border e-commerce works, how brands promote their products, and take them to visit, so that our members and consumption have a very close linkage, so today our female consumer is no longer a consumer, she has become an entrepreneur, and even a connected subject, which can make our goods and families have a huge connection.

In fact, on a global scale, this kind of female creativity is actually very much. No matter what we see in the United States, India, Canada and France, many countries in the world are encouraging women to start businesses.

Moreover, Premier Li Keqiang mentioned the value of double innovation and encouraged women to start their own businesses. When we were working as a platform for women’s entrepreneurship, we thought that these full-time treasure moms could be community stewards at home at 58, and they could also be the beneficiaries of sharing the economy on the platform of Honey Bud. Because we women naturally like to study products and consume them, they want to know about this product, its technology, its quality, its production process and its whole price system, and she will share and introduce it to her friends.

Therefore, in the process of making use of such a social relationship, they will also share their parents’ shortcomings, their parenting life and their in-laws’ problems today, and in the process, they will earn their own profits. So in fact, this platform has opened up a new world for everyone. I am often moved to say that many mothers send us private messages on the platform of Honey Bud. They are very grateful to the platform of Honey Bud for giving them a chance to start a business lightly. They can no longer be coldly treated by their in-laws or husbands. They have their own independent income and feel their own value. I am not only taking care of children, but also making family expenses. At the same time, I create my own life value. I am needed not only by my family, but also by society. Many women like it.

They never thought that they could work so hard and overcome such great difficulties. So they will say, I found a new self and a better one. We will find that such a light entrepreneurial platform gives them a very big opportunity to tap "her" economy.

In our opinion, the upgrading of China women’s consumption power is no longer just bought in buy buy, but has more fields, including investment, entrepreneurship, and more. For example, we are now exploring this way of being the queen of short videos, because users can not only buy and sell in buy buy, but also shoot short videos, introduce good products, become spokespersons of brand parties, and then become presenters of some food broadcasts. In fact, we are all digging for "her" We focus on the scene of women, but we will continue to explore in this scene.

This is Honey Bud’s vision to become the most influential women’s lifestyle service company in the world. We used to have many visions, including zero anxiety for women in the world, including Bao Ma getting rid of parenting anxiety. Now we are the most influential women’s lifestyle service company in the world. These two are also our product spokespersons. They shoot short videos of users introducing products. When we tap "her" economy, we find many entry points for them to create value.

Honey Bud also publishes some books related to women’s inspirational, all in the hope that in such a process, everyone can feel some emotional connections and some inspirational motivation.

At the same time, I also introduce the whole core management of Honey Bud. I just said that we are a company created by women and managed by women, so it is very wonderful. Our CEO is a woman, our CTO is also a woman, our brand vice president is a woman, our customer experience vice president is also a woman, and the supply chain vice president is also a woman, including me. Therefore, in fact, several core organizational structures of our company are all women, which is amazing and difficult for me, because to tell the truth, it is really a difficult thing for a group of women to get together, and everyone will still have a lot of emotional things in them. How can we make such a career more successful?

In fact, we think that women’s leadership still has many advantages. In fact, this is a coincidence, which does not mean that we need to use female managers in pursuit. Under this coincidence, we find that women’s advantages in management should be utilized.

When we are managers, we will say that women need to overcome the pain of decision-making power such as data, objective analysis and rational judgment. In fact, women often face it. Include that trend, rational insight is also something that women need to overcome, often because of perceptual reason, we use so-called perceptual things to think, and at the same time, this sensibility is an advantage, because we will know more about users, and we will know more about such a perceptual understanding of consumption, and in fact, these users are often more likely to empathize in social interaction.

That is to say, we can particularly understand their feelings of pursuing self-worth in family life, and they feel insecure. At home, they are eager to have organizations that can be recognized, have teams and comfort each other. We understand them very well. When we operate this platform, we will think that we have such a group of people, and we will deeply understand their pain points. The service we give them may be what they want most.

So-called in such a new consumption scene exploration, what is the solution we give? It is to select and adhere to the characteristics, from consumption to new consumption. Select service is to focus on changing characteristics, how to say it? It not only changed the entire supply chain of e-commerce to do selected services, but also broadened the content and methods of providing services.

There were hundreds of thousands or even a million kinds of goods on our platform before, and there were a lot of goods. We made a maternal and child platform featuring mothers and babies, with low unit price to high unit price for large and small customers. But when we explored the "she" economy and studied them, we found that what women wanted was not this, but a sense of certainty. They just wanted to know what I wanted to buy a bottle, what I bought a cart and what quality I bought sweet potatoes.

Moreover, I don’t want to compare the price and the difference between different places by one dollar or fifty cents. They need to be sure, save time, spend a lot of time taking care of their children, families and do other things, and they need a sense of certainty. Therefore, we have reduced 1 million kinds of goods to only tens of thousands of kinds of goods. I hope that when you choose a bottle or a sweet potato, there are only three choices. These three choices sum up whether you want to eat sweet or waxy, so when we give you two or three choices, you only need to choose according to your economic strength and habits.

At the same time, it is supported by mother-to-child word-of-mouth and KOL knowledge, so we have to make a lot of cuts from the goods first, and then reduce from our merchants, so that our service is getting better and better, so we emphasize the selection of good goods, good prices, and a good service experience.

At the same time, we should break through the border and deepen the field, that is to say, in addition to giving them a sense of certainty in the field of buying retail in buy buy and giving them a selected product, we hope to give them more services.

Therefore, we have changed from a special brand of imported mothers and babies to our own brand. Besides being a retail company, we have now become a brand company, and now there are four major brands.

We not only provide products with mother and baby as the core, but also expand into family life and many life services, such as fresh food, household department stores, men’s and women’s clothes, which are family-centered consumption. At the same time, we also provide services such as Fandeng Reading Club, from their giving birth and raising children to their education, and women’s beauty and health, and so on, we will cover a whole consumption field.

So we say that we will find a lot of women’s value when we tap her economy. In this process, we will feel that our boundaries are constantly being broken, and we can do more and more things, and everything actually runs through us users. Many of the things they can do are connected with us, so that we can constantly break through the boundaries and give us more new perspectives and opportunities. We also hope that more women can join the platform of Honey Bud.

From 1750 to 2050, the world will completely "enter the city".

Affected by the decline in the average competitiveness of cities in China, the United States and Europe, the average competitiveness of global cities declined slightly during the reporting period this year.

At the same time, the world needs to attach great importance to the severe challenges and solutions of municipal financing. According to Addis Ababa Action Agenda (UN 2015B), improving municipal finance is a global priority.

On the afternoon of November 12th, the fourth research report, Global Urban Competitiveness Report 2019-2020: The World Entering Cities in 300 Years, was officially released in Ningbo.

By convention, this report ranks the economic competitiveness and sustainable competitiveness of 1006 cities around the world.

Among them, 20 cities in China are among the top 100 in economic competitiveness, and Shenzhen leads with the fourth place in the world. Among the top 100 sustainable competitiveness, only nine China cities are on the list, and it is worth mentioning that Shenzhen ranks among the top 20 for the first time.

Shenzhen Image Source: Photo Network

In addition, this report also puts forward a new global city classification standard, adopts hierarchical clustering method to cluster and analyze the centrality index of 1006 sample cities, and divides the sample cities into three layers, including 2 categories, 5 groups and 10 levels.

The first class is a global city (a); The second is an international hub city (b); The third is an international gateway city (c); The fourth is the regional hub city (D); The fifth is the regional gateway city (E).

The results show that there are three A+ cities as global cities, namely new york, London and Tokyo. There are two A grades, Beijing and Paris, which "show that the global urban system is undergoing important changes and China has become an important pole in the world".

Economic competitiveness

Cities in northern China have fallen more.

What is global urban competitiveness?

According to the report, it refers to a city’s ability to attract, compete, own and control factors and markets, create more, faster, more efficient and more sustainable value and provide welfare for its residents in the process of global cooperation and competition.

The report shows that due to the decline in the average competitiveness of cities in China, the United States and Europe, the average competitiveness of global cities has declined slightly. This also indicates that if the trade war between major countries continues, it will not only weaken the competitiveness of cities in each country, but also weaken the competitiveness of global cities.

Top 20 global cities’ economic competitiveness in 2019

Source: China Academy of Social Sciences Urban and Competitiveness Index Database.

Among the top 20, North America has 9 seats, Asia has 8 seats and Western Europe has 3 seats. Overall, the top 20 cities in the world are fiercely competitive, and their rankings have changed significantly. Fourteen cities have changed, with the largest change of four rankings. Global comprehensive centers and science and technology centers have generally improved, while professional cities and manufacturing centers have generally declined.

From the ranking of global economic competitiveness of China cities, it can be seen that the overall ranking rises less and falls more, while the average value drops, and the specific ranking has a remarkable Matthew effect. From the index, the overall level has declined and the gap between cities has narrowed. Regionally, cities in the eastern and central regions rose more and fell less, while other cities fell more and rose less.

According to the report, five cities in China rank among the top 20, namely Shenzhen 4th, Shanghai 10th, Hong Kong 13th, Beijing 17th and Guangzhou 18th. Compared with last year, Shanghai rose 3 places, Beijing rose 2 places, Hong Kong fell 2 places, Guangzhou fell 4 places, and Shanghai surpassed Hong Kong.

There are 20 cities in the top 100, in addition to the above five cities, including:

Suzhou (25), Nanjing (42), Wuhan (43), Taipei (44), Chengdu (54), Hangzhou (64), Wuxi (65), Changsha (68), Qingdao (76), Chongqing (81), Tianjin (82) and Foshan (88).

Compared with last year’s ranking, Ningbo rose 11 places, Hangzhou rose 10 places, Qingdao and Foshan rose 9 places, Changzhou rose 8 places, Chengdu rose 6 places, Zhengzhou rose 5 places, Nanjing and Changsha rose 3 places, Suzhou and Taipei rose 2 places, while Tianjin fell 40 places.

Zooming into the top 200 in the world, 39 China cities were shortlisted this time, with Taizhou, Xi ‘an, Fuzhou and Dongguan ranking greatly improved, while Shenyang and Dalian dropped by 30 and 60 respectively.

According to the report, in terms of spatial distribution, cities with rising global urban competitiveness are mainly distributed in the west coast cities of the United States at 100 W, western European cities at 20 E and hancheng city, China and Japan at 110 ~ 140 E, and their latitudes are concentrated between 25 ~ 55 N. At the same time, "cities in northern China and eastern Europe have dropped more, while those in southern China and India have generally increased more".

Sustainable competitiveness

Asia has the most finalists in the top 200 cities.

In terms of sustainable competitiveness, the top 20 cities basically include the major cities in the world and the central cities of developed countries, among which five cities in the United States were selected, nine in Europe and six in Asia.

Top 20 global sustainable competitiveness in 2019

Source: China Academy of Social Sciences Urban and Competitiveness Index Database.

According to the report, the top 20 cities almost represent the characteristics and development of the country where they are located. "These top world cities can already be regarded as symbols of the development and achievements of the whole country."

As far as the top 200 cities are concerned, Asia has the largest number of cities and Europe has the highest average.

Among them, 65 cities in Asia were shortlisted, indicating that Asia, as the fastest-growing region in the world, has a strong upward trend, but at the same time, we can also see that the average value of the top 200 cities in Asia is low, and the sustainable competitiveness needs to be further improved. In North America and Europe, 60 cities and 58 cities respectively entered the top 200. Among them, the average sustainable competitiveness of European cities is the highest, and the quality of urban development is worthy of recognition.

The report also makes a comparative analysis of the top ten urban agglomerations in the world. It is found that the strength of urban agglomerations in the United States and Britain is outstanding. Although the urban agglomerations in developing countries such as China and India are large in scale, the gap between the central cities and surrounding cities is large and the development is uneven.

It is worth noting that because there are fewer cities in the cluster,The average sustainable competitiveness index of Seoul urban agglomeration ranks first in the world.. Among the European urban agglomerations,Rhine-Ruhr urban agglomeration has the smallest standard deviation.It shows the balance of urban development in old western European countries.

As far as China cities are concerned, the report believes that the sustainable competitiveness is steadily improving, and the average value is close to the global average, and the balance is better than the global average.

According to the data, two cities in China entered the top 20 this year, among which Hongkong ranked seventh in the world and Shenzhen ranked 19th in the world.

In addition, seven cities have entered the top 100 in the world:

Taipei (23), Shanghai (29), Beijing (38), Suzhou (58), Guangzhou (67), Nanjing (83) and Xiamen (94).

Another 22 cities live between 101 and 200:

Wuxi (103), Tianjin (108), Foshan (109), Taichung (110), Dongguan (121), Wuhan (122), Kaohsiung (124), Hangzhou (130), Chengdu (143), Qingdao (144) and Macau (144).

Urban sustainable development

Housing burden and production and consumption patterns are common shortcomings.

In fact, in the process of global rapid urbanization, urban sustainable development has become one of the most important issues, which has attracted wide attention from all walks of life around the world.

For example, as mentioned at the beginning of the article."Addis Ababa Action Agenda"Is an important achievement of the third United Nations International Conference on Financing for Development.

In July 2015, delegates from 193 United Nations Member States reached an agreement on global financial reform and adopted the above-mentioned document through negotiations. The then UN Secretary-General Ban Ki-moon commented that this agreement is a key step forward in the process of building a sustainable future for all, and it provides a global framework for financing sustainable development.

Interestingly, this report has further strengthened the concern for sustainable development.It is the first time to try to measure the implementation progress of the United Nations Sustainable Development Goals from the perspective of urban sustainable competitiveness.

The United Nations Sustainable Development Goals (SDGs) are committed to eradicating poverty, protecting the earth and ensuring peace and prosperity for mankind through concerted action. This goal was put forward in September 2015, aiming at guiding all member countries to thoroughly solve the development problems in social, economic and environmental dimensions in a comprehensive way in the 15 years from 2015 to 2030, and move towards the road of sustainable development.

The report found that almost all countries or cities have shortcomings in their sustainable development goals to varying degrees.

In South America, the goals of clean energy, sustainable production and consumption and climate action are better than the world average, while others are equal to or lower than the global average.

Asian cities are better than the world average in terms of zero hunger, drinking water and sanitation, underwater creatures, land creatures, peace and justice, and the rest are equal to or lower than the global average.

Image source: photo network

The implementation level of most sustainable development goals in European cities is much higher than the global average, but they face great challenges in climate action and sustainable consumption and production.

North America has made good progress as a whole, but its performance in climate action and peace and justice needs to be improved.

Most indicators of the sustainable development goals of African cities are far below the world average, and only a few indicators perform well.

Specifically, item 11 of the sustainable development goal puts forward "building inclusive, safe, disaster-resistant and sustainable cities and human settlements". The monitoring results of this goal show that:Housing burden, social equity, heritage protection, production and consumption patterns and social security are the common shortcomings of urban sustainable development goals.

Ni Pengfei, the report leader, director of the Center for Urban and Competitiveness Research of China Academy of Social Sciences, and chief urban economist of the joint research group of China Academy of Social Sciences and UN-Habitat, said that at the request of the United Nations, starting from this year, the implementation progress of the global sustainable development goals will be evaluated from the perspective of cities every year to determine the progress of cities around the world in achieving the United Nations 2030 goals.

Global city classification

Beijing ranks among the "global cities", and Chengdu and Nanjing are eye-catching.

Grading global cities is a highlight of this report.

"Urban classification is an issue of special concern to the whole world. Some international institutions have done research before. This year, we and UN-Habitat have formulated a new research standard to evaluate 1006 cities around the world." Ni Pengfei said.

This assessment consideredUrban agglomeration and connectivity.Among them, the degree of agglomeration refers to the number of elements of a city’s agglomeration; Connectivity refers to the relationship between a city and other cities in the urban system.

Global urban classification index system

Image source: Economic Daily

As a global city, there are three A+ cities, new york, London and Tokyo. There are two A grades, Beijing and Paris;

As an international hub city: the number of B+ cities is 3, including Seoul, Shanghai and Chicago; There are 26 B grades, mainly including: Singapore, Hong Kong, Sydney, Dublin, Munich, Toronto, Osaka, etc.

As an international gateway city, the number of C+ cities is 29, mainly including Melbourne, Buenos Aires, Dubai, Warsaw and Copenhagen.

Judging from the intercontinental distribution of different levels of cities, there are obvious differences between the north and the south in the global urban system, and the north still has absolute advantages; From the perspective of national distribution of cities with different levels, cities in developed countries have performed better in the global urban system. However, cities in developing countries, such as China and Indian, are rising rapidly.

Look back to China.Beijing is the only city in developing countries that has been shortlisted for Class A..As a global city, Beijing ranks fourth in the city-level score, with its agglomeration and connectivity ranking 5 and 2 respectively, and Beijing has outstanding advantages in connectivity; Among them, hard contact ranks second, soft contact ranks fourth, and Beijing is particularly outstanding in hard contact.

Image source: photo network

Look at Shanghai again. Shanghai is rated as B+ and is an international hub city. Its city-level score ranks seventh, among which the degree of agglomeration and the degree of connection rank 9 and 8 respectively. However, the development of its soft connection and hard connection are not balanced, ranking 27 and 7 respectively, and the soft connection is relatively "slow".

Among the C cities, 22 China cities were selected. There are four C+ s-Guangzhou (40), Shenzhen (42), Chengdu (59) and Nanjing (60). It is worth noting that Nanjing has achieved "breakthrough" among the cities in the Yangtze River Delta.

While the other 18 cities got C grade, among which Hangzhou (66), Wuhan (69), Tianjin (73), Chongqing (76), Xi ‘an (77) and Qingdao (96) all scored in the top 100 cities in the world.

"Generally speaking, C+ cities in China have more advantages in soft agglomeration, and most C-level cities also have advantages in soft agglomeration." The report pointed out.

On the whole, China cities perform better in agglomeration, but there are shortcomings in connection.According to the report, the only city with high connectivity in China is Beijing, while the number of cities with medium connectivity and low connectivity is 10 and 280 respectively. "In terms of hard and soft connectivity, most cities in China still need to improve".

Cities of Grade C and above in China

Source: China Academy of Social Sciences Urban and Competitiveness Index Database.

Text │ Zhu Meijie Yu Ruijun

Original title: "Global City Competitiveness List, Perspective on the Real Strength of China City"

Emiliano Cyrus, known as the "Little Prince of Singapore Electronic Music" and "Little Musician", is the most famous young singer in Southeast Asia in recent years. Born in 2008, he is only 13 years old, but he is already a star teenager with international influence.

Wonder Boy, a little boy

In November 2017, the first single of the first Chinese album "Wonder boy" was released, and it made its debut at the age of nine. Composed by internationally renowned rock musician Qing Feng.

MV is directed by Du Qian, an internationally renowned film advertising director. "Little Playboy" is the first single released by EC Yiping in China in November, 2017. It tells the story of an optimistic young racer Emiliano Cyrus who shows off his youth on the track, breaks through all difficulties and obstacles and surpasses himself. In order to dream all the way forward, live up to the good times and write legends for yourself. After the successful release of the single, it was praised as "Singapore Electro-Pop Prince" by the international media, and it was even called "International Child Celebrity" by the Asian News Channel and the main media in China. The mainstream media in Singapore call him "Wonder Boy", and the beloved fans of the Apple tribe are more interested in calling him "Wonder Boy".

This song topped the list of children’s pop music in Beva in 201751.

In November 2017, the second single of the first Chinese album "Keep the Faith" was released, composed by internationally renowned pop rock producer Qing Feng.

MV is directed by Min Wei, an internationally renowned film and television advertising director. Wei Min has cooperated with Zhang Yimou, an internationally renowned director, to direct several film previews and award-winning commercials. The song story tells the sudden change of the wind and cloud. EC Yiping, who drifted to outer space, did not give up hope. Finally, he relied on his will and wisdom, and with the help of his witty alien friends, he crossed the light year and returned to the earth.

This song once again won the championship and topped the children’s pop music list of Beva Children’s Songs No.201811.

In March, 2018, the first English single "Fantastic" was released, written and composed by Dick Lee, the most influential Singaporean musician in Asia.

MV is directed by Sentang Film, a Singapore MM2 entertainment group. The young girls who tell about EC Yiping and his "wonderful world" are committed to turning this world into a "wonderful world" full of passion and vitality! EC Yiping is also a professional kart racer. His concentration and firmness enable him to take care of all roles.

The song was ranked fifth in Beva Children’s Songs Pop Music List No.201815.

In October 2018, the album The Closest Embrace was released, including The Closest Embrace, Oasis, Chasing Stars by Stars and Voice of The World (World Music Edition and Disney Edition). Great Wall, who became the first and youngest winner of the Golden Horse Award for Best Original Film Song Award in the Mainland in 2009, made great efforts to produce it. She also won the 2011 Chinese Music Media Award and the 2012 Pioneer Interpreter.

After the successful release of The Closest Embrace, it was praised by the media as "the warmest voice of children in the 21st century", and was unanimously recognized by the media and fans as the representative work of EC Yiping.

In 2021, The Closest Embrace was also selected as the theme song of the movie Mountain Flower.

The song tells the story of a child who sings the song like the wind and the blue color like the sea, flying out of the sky. In the time world linked with love and hope, his song is accompanied by his small body and inner big dream, and he embraces the growing world of his unique views with the most sincere attitude. He sings such a song "Recent Hug" to the world with the infinite love in his heart. With this strength, he is grateful to conceive a touching world outlook, a brave outlook on life with unique values and doubts but needs to walk more firmly, calling for the purity and relief that may be simpler and more thorough in the adult world ~ This is the recent hug!

Oasis is one of the singles in the first album released by EC Yiping in 2018.

This song tells that EC Yiping shows the reality of the world and reveals people’s determination to pursue their dreams by experiencing the failures and successes of different individuals and occupations. This MV is also in line with EC Yiping’s own belief and always maintains the determination and courage to pursue his dreams. Every time a dancer stands on tiptoe, she goes one step further from her dream. Life is not only an experiment of scientists, but also a walk on the runway with her head held high like a supermodel, taking the first step like an astronaut landing on the moon, and moving towards a firm and calm road with a simple and brave heart.

Chasing Star by Star is one of the singles in the first album released by EC Yiping in 2018.

The song was ranked 22nd in the weekly list of QQ music peak popularity.

Voice of The World is one of the singles in the first album released by EC Yiping in 2018, which is divided into two versions of Disney Disney and World Music.

On May 11th, 2019, the single "Wonder Mum" was released as a special gift for Mother’s Day, which was written by EC Yiping himself to praise the great maternal love. The song continued to be produced by Great Wall, the first and youngest winner of the Golden Horse Award for Best Original Movie Song in 2009.

Great Wall, the "Fairy Tutor", began to train EC Yiping to do underwater abdominal exercises as early as a year ago in order to improve the Qi of Dantian, and he had a certain abdominal strength when recording. Coupled with the sound of air in EC Yiping, the recording of the new genre was very smooth.

The song reached the eighth place in the global music chart. Top of the Beva Children’s Pop Music List No.201921.

In November 2020, EC Yiping’s tenth single "Sweet Fragrance" was released. Become a masterpiece of EC Yiping’s 12-year-old music works.

This song is the theme song "Sweet Fragrance" of the movie "Slam Dunk Master’s Contract", which is recognized by the industry as the latest masterpiece of EC Yiping. Great Wall composed the lyrics and worked as a music producer, and EC Yiping, the actor of "Jiang Translation" in the film as a teenager, sang heartily.

Sweet Fragrance topped the 33rd Golden List in the third week of its launch in 2020, winning the Golden List of Global Pop Music by CCTV! Great achievements have been made in all major music lists: the global Chinese song list, ranking the highest in the list for 10 consecutive weeks, ranking 124 th and 15 th; China’s good voice screams the fifth place in the new song list; No.7 in the "Universal Music List"; "Urban Pop Music List", ranked fifth in the list for five consecutive weeks.

In March 2021, EC Yiping’s 11th single Long Sword. It is the youth promotion song of bilibili’s annual 3D animation "Sword Storm". Zhang Xu, the original musician who wrote music for many classic TV dramas, wrote lyrics and composed music, and LiFeiHui, a Singaporean music genius who once wrote "Love Like Tide" for Jeff Chang Shin-Che, was the music producer.

In the first week of airborne, "Long Sword" won the second place in the "Global Music List" and the "Global Pop Music Gold List" sponsored by China Central Radio and Traffic Radio! With the previous champion Jeff Chang Shin-Che! Then he jumped to the top of the "Global Pop Music Gold List" and won the gold list for three consecutive weeks to become the youngest gold list champion singer.

At the same time, it also shocked the ranking of the major music lists and won the reports from the major media in China: The "Global Pop Music Gold List" of the Central Radio and Television General Station has been on the list for six weeks and won the gold list for three weeks! Win three consecutive championships and double Asian courage to break the gold medal record! The "Global Chinese Songs Ranking" has been on the list for six consecutive weeks, ranking sixth in the 140th issue; "Urban Pop Music List" No.99, ranking 4th at the highest; "Universal Music List" No.2 in issue 2100305.

In July, 2021, EC Yiping’s 12th single Autumn Rain was released. Autumn Rain was the theme song of the movie Distant Home (the original name of the movie was Family Spring and Autumn), which was composed and produced by LiFeiHui, a famous Singaporean music composer who won the "Supreme Golden Melody Award" in China. The rhythm at the beginning of the song is psychedelic, and then in the lyrical atmosphere slowly laid out, EC Yiping conveys hope and light with clear, pure and highly recognizable voice lines. The core of poetic lyrics tells the confusion and courage of chasing dreams, diluting sadness and confusion with autumn rain, and creating infinite possibilities as a light chaser. LiFeiHui is good at expressing strong emotions. After the song gets better and better, the melody becomes louder and louder, which pushes the mood of the movie "Distant Home" to a climax. EC’s flat, clear, tenacious and penetrating voice releases all the power contained in this song, and when it is combined with psychedelic and hazy tunes with rich levels, it seems to complement each other, making us seem to hear the blue sky throbbing. Send you an autumn rain, I hope to see the dawn at an early date. The theme of "Far Home" is poverty alleviation, and the real life of ordinary families is presented in the form of movies, which more vividly reflects the changes that poverty alleviation has brought to the lives of the broad masses of people.

Autumn Rain won the title of No.62 and No.210716 of the Global Pop Music Gold List in the first week, and No.64 of the Global Pop Music Gold List and No.117 of the Urban Pop Music List in the third week, with a total of three weeks and four titles. It is also among the best in heavy lists such as the 57th issue of Global Chinese Songs List, ranking well. Moreover, there are many top stars such as Jackson Wang, KUN, Roy, Simon, Zhang Yunlei, Chris Lee, Ronghao Li, Ding Zhen Pearl and online celebrity singers in the 210716-210806 issue of the Yangguang Gold List. The competition is fierce and unheard of! It is a music myth to win the gold medal in the gold medal list with such high gold content and fierce competition, which is enough to prove the growth value of EC Yiping’s strength.

The 13-year-old EC Yiping has become a star teenager with international influence. But these fame are due to his talent, his strength, his persistence, and his initial intention and persistent pursuit of music!

The future of teenagers is full of opportunities, and there are many possibilities on the road to growth. The future of EC will surely bring new hope to the Chinese music scene!

Special feature of 1905 film network After 18 years, revisit the classic of healing.The 4K restored version was announced to be released in mainland China on December 2nd. The film tells the story of Matthew, a talented music teacher, who came to a boarding school and influenced a group of problem of juvenile with love and music.

The film won the box office champion in France in 2004 and the best film award in the Golden Globe Award in France in 2005, and the douban score in China was as high as 9.3 points.

At the same time, the global box office champion of the 2022 love movie is being released in China, and two imported masterpieces — — The best actress award-winning film of Cannes Film Festival and the German high-scoring film will also be shown on the special line of the National Federation of Arts, scheduled for December 2 and December 16 respectively.

In the current film market, there is a scene in which foreign classic old films are shown again and new works with high reputation are supplied in two lines. Since 2018, the introduction of reruns and two high-scoring new films has won the support and love of domestic audiences. In the following four years, there have been continuous renovations of imported old films and exquisite new works.

01

According to the statistics of 1905 Film Network, from 2018 to now, a total of 20 foreign classic high-scoring films have been introduced to the mainland of China.

On the occasion of the 30th anniversary of its release, My Neighbor Totoro landed in the cinema in China for the first time with a digitally restored version, which was also the first time that a film was released in the mainland. The film finally won 173 million box office, realizing the wish of countless fans to enjoy My Neighbor Totoro in the cinema.

Studio Ghibli President Kenji Hoshino once said that during the 2010 Shanghai World Expo, Ghibli was exhibited in the Japanese Industry Pavilion, and they found that so many China fans came to buy peripheral products. Since then, they have started to think about bringing Ghibli animation to China.

After the successful introduction of My Neighbor Totoro, domestic filmmakers smelled the business opportunities of Miyazaki Hayao’s classic animation, and then introduced and respectively in 2019 and 2021.

As the world’s first animated film that won both the Academy Award and the Berlin Golden Bear Award, Spirited Away’s charm remains after more than ten years. The film also launched a series of release measures: the introduction of Chinese dubbing version, such as,,, and so on; Invite to cover the Chinese theme song; After the My Neighbor Totoro China poster was well received, Huang Hai designed it again.

The volume of publicity doubled, and Spirited Away finally got nearly 500 million box office, showing a bright performance. Miyazaki Hayao animation has also become a popular choice in introducing classic foreign films. This year, Guanwei was opened. This work, which was shown in China 30 years ago, may be expected to meet the audience again in a restored version.

Among the classic high-profile films introduced, there are both the first landing in the mainland cinema and the re-screening after many years.

Especially from July to August, 2020, and the first batch of re-released films, which had achieved good results in 2016 and 2017, helped the cinema market to recover at the beginning of the resumption of work in national cinemas.

Subsequently, Nolan, who has a large audience of domestic fans, directed the film, and also continuously replayed his two explosive blockbusters and. The fans have also ushered in, once again entering the magical world, and the popularity of watching movies has not diminished.

Among them, Harry Potter and the Philosopher’s Stone and Interstellar contributed the most to the market, with 192 million and 121 million box offices respectively. In 2021, the global phenomenal blockbusters made a comeback with a brand-new remastered version, with a total box office of 375 million, surpassing Harry Potter and the Philosopher’s Stone to become the top box office of the remastered movies.

Avatar takes the audience back to Pandora to experience the wild adventure 11 years ago. In the same year, the series trilogy was released back-to-back with a 4K remake, which also allowed the audience to enter the world of Sino-Turkish War again. The total box office of trilogy reruns reached 150 million.

Created by Cameron, director of Avatar, landed in mainland China twice. In 2012, it was re-released in 3D version and won over 900 million box office, ranking second in domestic box office that year. Next year, to commemorate the 25th anniversary of its release, the film will be replayed in many places around the world in 3D/4K/HDR HD remake. I wonder if it will be introduced to China for the third time.

Among the types of classic foreign films introduced, most of them are high-scoring films from Europe and Japan.

Some have won 22 international awards, some are classic romantic films, and some are the best foreign language films at previous Oscars. Almost every movie has earned tens of millions of box office, and legend of 1900 has even exceeded 100 million.

These films are basically the top-rated works of Douban TOP250, and they are universally acknowledged masterpieces. Perhaps the next imported works will be born from them.

It can be seen that in the hearts of the audience, classics are never out of date, always appealing, and also beneficial to the current creators, so we can learn from the replayed films. Tan Fei, a film critic, said in an interview with China Film Report that "both old films and new films compete in the market at the same time, which also puts forward higher requirements for current film creation, because they are competing with classics and must show better performance."

02

Overseas classic films have improved the picture quality and sound effect through restoration technology, and have been refurbished and replayed, thus amplifying the artistic value. On the other hand, small and beautiful overseas award-winning masterpieces are introduced into China, and there are often surprises.

Japanese movies are a small dark horse in the market in 2022. Their portrayal of young people’s love relationship and ideas is deeply rooted in people’s hearts, and they won the box office champion of introducing foreign romantic films this year with nearly 100 million box office results.

Last year, the British film Douban, which won the Golden Rooster Award for Best Foreign Language Film, scored 8.6. At the same time, it was shortlisted for the best foreign language film. It was adapted from the real events in the concentration camp of World War II. Although it was a small film, it still stood out with high reputation, and the box office score of more than 36 million exceeded expectations.

Compared with those who won the Golden Rooster Award for Best Foreign Language Film this year, the result of entering the cinema market is very bleak, with less than 200,000 box office and only more than 5,000 people watching movies. The film was released on the special line of the National Art Federation, and the Art Federation also admitted that due to the tight schedule and insufficient preparation for the release, there were few films in the early stage of the release.

"A Long Way to Find Children" landed on the National Art Federation Line through the opportunity of "Excellent Film Broadcasting Activities in Central and Eastern Europe in 2021", and other films were also introduced and released in 2021.

However, in the end, these films only took hundreds of thousands of box office. There are many reasons for the poor market performance, such as limited publicity funds, insufficient strength, and the spread of distribution. Middle East films are inherently unpopular, and the content of their works is not enough to attract most audiences to enter the theater for support.

Take the Art Federation as an example. Since its introduction in 2017, the best box office in five years has been 99 million, and the best performance of the Art Federation in distribution and publicity cooperation is Three Billboards Outside Ebbing, Missouri, who won 65 million box office in 2018.

These films are all Oscar-winning films, including those imported in 2019. Under the operation of co-producer Alibaba Pictures, the film quickly landed in mainland cinemas, causing a movie-watching craze and winning 478 million box office, which became an excellent case of imported films in recent years.

Ali’s director of film selection once said that the film is based on "small and big" (small people, big feelings, positive energy) as the standard of investment and introduction, which proved to be in line with the evaluation standard of domestic mainstream audiences for good movies.

In addition, the award-winning films of Cannes Film Festival are also easy to win favor. The Thieves Family released in 2018 and the one released in 2019 have won word of mouth and a very high attendance rate.

Spring of the Cowboy Class was re-released, and two overseas literary masterpieces, Little Joe and Who Stole My Pink Rabbit, were finalized. It is expected that more foreign classic films and award-winning new works will be introduced to China in the future, which will enrich the colors on the screen and meet the diverse viewing needs of the audience.

　　Tao short room travel Canadian scholar

　　On July 13, Bolton, the national security adviser of former US President Trump, blurted out in an interview with the famous CNN reporter Tapper, admitting that during his tenure, the United States had planned a coup aimed at subverting the political power of other countries.

　　I said "blurt out" because Bolton’s "recognition" was largely trapped by Tapper: he was angered by the syllogism that "the attack on the Capitol on January 6, 2020 was a coup", "Trump supported the attack on the Capitol" and "Trump supported the coup", and tried to prove that "what Trump supported was not a coup" and "a real coup" in his view.

　　In 2020, Bolton’s memoir "The Room that Happened" published after he stepped down described his "attempt" to support the Venezuelan opposition figure Guaido to subvert the country’s current President Maduro during his tenure, but refused to admit that it was a "coup". This time, under the guidance of an experienced reporter, he frankly admitted that "it was a coup", and he was confident and unrepentant, with the boldness of "the only mistake was failure". Not only that, it is not hard to hear from Bolton’s words that the coup planned by the United States, which he participated in or knew, aimed at subverting other governments, was far more than Venezuela.

　　To some extent, Bolton, who is still loyal to Trump, was fired in advance because of his thoughtlessness and "rampage". Many of his colleagues and former colleagues have been sweating and worried that he would make a slip of the tongue on this sensitive issue. Seaver, a former secret service inspector of the Central Intelligence Agency (CIA), publicly begged Bolton, who had not left office at that time, on Twitter to "be kind and say that the United States will never plan a coup in other countries again." Diamond of the Hoover Institution of Stanford University, however, swore after Bolton’s "gaffes" that "it won’t hurt our efforts to promote and support democracy" and "we are notorious enough for subverting foreign governments".

　　However, as pointed out by many insiders, such as Joe Gill, a writer of Eye of the Middle East and a senior left-wing journalist, the United States has been involved in coups and regime change interventions in Latin America, Africa, the Middle East and Europe for a long time, "not just curiosity during the Cold War", and Bolton’s so-called "bad rules" are nothing more than publicly telling what the United States has been doing.

　　Former Bolivian President Morales was overthrown by a military coup in 2019. He was indignant and accused the United States of acting as a "behind-the-scenes hand" and manipulating and subverting this unpleasant Latin American left-wing regime. In fact, in Latin America, the "backyard of the United States", the United States has planned countless successful or attempted coups, the most famous of which is the "9.11" military coup in Chile in 1973. The American military intelligence department instigated and supported Pinochet to launch a coup, overthrew and killed the elected left-wing president Allende, and established a military dictatorship for 17 years.

　　The United States not only instigated a coup to subvert hostile foreign governments, but also those foreign governments that were obviously pro-American but fell out of favor could not escape their hands: Wu Tingyan, the former president of South Vietnam, who had been following the United States, was overthrown by the American government eager to distance himself from the relationship because of his declining public relations image, and then pushed Ruan Wenshao and Yang Wenming to launch an "11.1" coup in 1963, killing Wu Tingyan’s family and replacing them.

　　Because it is more labor-saving to "change horses" through coups, in some areas, the United States even "becomes accustomed to nature". For example, since the independence of Haiti in 1804, there has been a coup every three years on average, and nine times out of ten of them are related to the United States.

　　Diamond was in a hurry to swear because Bolton’s "slip of the tongue" tarnished the image of the United States, but as observers ridiculed, the researcher himself was one of the "peach blossoms". The former intelligence official not only participated in the subversion of Saddam Hussein’s regime in Iraq, but also created a "I am Ukrainian" video that was considered to play a key role in the 2014 coup in Ukraine through the National Endowment for Democracy with the subsidy of the US State Department, and made it widely circulated. The National Foundation for Democracy in the United States has such amazing energy in participating in the planning of subversive activities against other governments. No wonder it was ridiculed by the British media "Morning Star" as "the foundation for subversion of foreign regimes".

　　Of course, whether Bolton or the Foundation for Subversion of Foreign Regimes is not a full-time military intelligence agency in the final analysis, according to Tapper’s irony, it is "unprofessional". More "professional subversive activities" are run by professional institutions such as the CIA, and often far exceed the scale of "coups". For example, on April 17-19, 1961, the "Bay of Pigs Incident" aimed at overthrowing the Castro regime in Cuba, the CIA not only trained and dispatched thousands of mercenaries armed to the teeth, but also sent American warships and military aircraft with false nationality marks to battle shirtless. Due to the stubborn resistance of Cuban soldiers and civilians, the largest subversive activities abroad in the history of CIA ended in fiasco, and the image of the United States as a "subversive of foreign regimes" spread far and wide. Where does Bolton need to admit it?

　　Even many of today’s American territories were originally acquired through coups or other subversive means, such as subverting the originally independent kingdom of Hawaii by manipulating coups, fostering a pro-American "Republic", and then letting this "Republic" request to join the United States; In California and Texas, which originally belonged to Mexico, American immigrants and cowboys simply crossed the border to "make independence". The former also made a joke that just after "independence", they learned that the US federal government could not wait to launch a war of aggression directly, and rushed to cancel "independence" and quickly joined the United States.

　　If the coup or other conspiracy is not strong enough, the United States will use more effective means — — War. In order to clean up the "disobedient" Grenada government, in 1983, the United States rallied seven small Caribbean countries to launch an "emergency rampage" and overthrew the government with its troops. This action was condemned by more than 100 member States at the United Nations General Assembly, and the United States only maintained its face by veto power; In order to maintain hegemony in the Panama Canal Zone, the United States launched the "Action of the Teacher of Justice" in 1989 in the name of "anti-drug", dispatched military forces including stealth fighters, forced noriega, the legitimate leader of Panama, out of the Vatican Embassy where he had taken refuge, and arrested the United States for trial, sentencing and imprisonment. Such overbearing behavior was even dissatisfied with the new regime that was later fostered, and finally insisted on recovering the management right of the Canal Zone.

　　Of course, the coup and subversion in the United States are by no means "for democracy": Allende of Chile was an elected president, but was overthrown by Pinochet, who was recognized as autocratic but obeyed the United States. The United States has only one subversive purpose — — Replacing "disobedient" or "no longer obedient" or even "unwilling" regimes with regimes that obey themselves, such as Panamanian President noriega, who was brought back for trial by the United States, was not sent to power by the CIA at the beginning? Didn’t he have a "bad record" when he came to power? George H.W. Bush was the head of American covert operations when noriega participated in several coups and was also the president of the United States when he sent troops to overthrow noriega. He once told the truth: noriega was "our villain" at that time, but in 1989 he became a "villain who didn’t listen to us", that’s all.

　　As Jorge said, Bolton’s "slip of the tongue" did not reveal anything new about the United States. He just reminded the world frankly again that "the subversive actions and desires of the United States have never disappeared." (Editor: Hua Zhang An Ran Yuxin)

[car home Shenzhen Preferential Promotion Channel] Recently, we learned from dealers in Shenzhen that limited-time preferential activities are underway, and the maximum discount can be 15,000 yuan, and the minimum starting price is only 122,200 yuan. If you are interested in this car, you may wish to click "Check the price of the car" in the quotation form to get a higher discount.

Xingyue L’s design is fashionable and powerful. Its front face adopts a large-size air intake grille, and the grille has a straight waterfall design, which is very atmospheric. The headlights on both sides use LED light sources, which are unique in shape and complement the front face design. The overall style tends to be younger, the lines are smooth, and the design of the rear part is also very layered. Generally speaking, the design of Xingyue L maintains a sense of movement, but also shows a sense of luxury.

The body size of Xingyue L is 4770*1895*1689 mm, the wheelbase is 2845 mm, and the front and rear wheel tracks are 1610 mm, which ensures a stable driving posture. The body lines are smooth, and the overall shape is atmospheric and dynamic. With 245/45 R20 tires and dynamic rim design, the visual impact and sports atmosphere of the whole vehicle are enhanced.

The interior design of Xingyue L is simple and atmospheric, and the center console is equipped with a 12.3-inch central control screen, which supports voice recognition control of multimedia system, navigation, telephone, air conditioner and skylight. The steering wheel is wrapped in leather and has the function of manual up-down, forward-backward adjustment to ensure that the driver can hold it comfortably in different driving conditions. The car is also equipped with USB and Type-C interfaces to meet the charging needs of passengers, and the front seats are equipped with wireless charging function. The seat is made of imitation leather. The main driver’s seat has the functions of fore-and-aft adjustment, backrest adjustment, height adjustment (4-way) and lumbar support (4-way), and has the functions of heating, ventilation and massage. The co-pilot seat supports fore-and-aft adjustment and backrest adjustment. The power seat memory function provides convenience for the driver’s seat and the co-pilot seat. In addition, the second row of seats also supports backrest adjustment, which can be laid down in proportion to increase storage space.

Xingyue L is equipped with a 2.0T engine, with a maximum power of 175kW and a maximum torque of 350 N m. It adopts L4 layout and cooperates with an 8-speed automatic manual transmission to provide drivers with strong power output and smooth shifting experience.

The owner of car home mentioned that the appearance is very atmospheric and upright, and he has been thinking about this car since the Star Yue L just came out, until he finally bought his favorite Star Yue L this year.

Life newspaper reporter Ji Qiuyun

Laughing, rampaging, enthusiastic and spineless, she is optimistic despite repeated setbacks when she first entered the workplace … In Jiangsu Satellite TV’s hit drama "Ordinary Character", Rulu plays a budding rookie Chang Song, which is a replica of "Qiu Yingying", which makes people shine. On the 15th, during the filming, Rulu accepted a WeChat interview with a reporter from Life Daily. When it comes to the contrast with the previous image-building, Rulu coquetry, "I am like this in life, and there is a pink girl living in my heart."

The role contrast is not afraid of "act young". "This is what I sing in life."

The ruthless Hua Fei, the heroic patriotic general Song Ning, and the competitive Fan Shengmei … In the past, the image created by Rulu always gave people a capable and cold royal sister. In "Ordinary Character", Rulu played Chang Song, who had just left the campus, and perfectly interpreted this cute and joyful role, which made many netizens shout "Cute". In an interview with reporters, Rulu bluntly said that he was not afraid of "act young", and he would not be unable to sell his cuteness. "There is a pink girl living in my heart, okay? This is what my life is like. The so-called act young may be that everyone doesn’t understand me!" While comparing himself with Chang Ge, Rulu said, "Chang Ge will not bow before difficulties, but will rush forward, and I may turn my head and leave."

In the face of some viewers’ comments that "Rulu is more suitable to play a royal elder sister than a girl", Rulu instantly turned on the self-black mode. "Who told me that I am tall and strong? From a physical point of view, it is easier for everyone to convince me to play a royal elder sister!"

"Love" Lin Yongjian in the play.

"I want to find someone like Tony Leung Chiu Wai in reality."

Different from the general urban inspirational drama, Ordinary People’s Character adopts a humorous and relaxed way to explore the conflict between marriage and career and show the mental journey of ordinary people’s entrepreneurship. The second cooperation between Rulu and Lin Yongjian has its own bright spots. Rulu broke the news that Lin Yongjian is a particularly funny person in private. "He makes others laugh, but he doesn’t laugh, and he can bring laughter everywhere. I like to imitate him, just like every time he sees everyone, he will say,’ What? Did it go well?’ Later it became the official language of our crew. "

Regarding the audience’s concern about whether the two have emotional lines, Rulu revealed, "This cooperation, the two of us are equal to the opposite. I interpreted it in a comedy way, and he became a cold-faced uncle, which was very interesting. There is no saying in the play that I have feelings with Brother Jian, not at present. " When the reporter asked if there was a mate choice in his real life, Rulu said with a smile, "I like Tony Leung Chiu Wai and Wang Han." It is even more naughty to say that he has recently cooperated with Carina Lau in a new play. "I am particularly embarrassed to express my love for my brother-in-law to Sister Jialing."

Editor’s lead: Xiaomi has products, which is a boutique shopping platform of Xiaomi Company and a part of Xiaomi’s "new retail" strategy. Relying on the Xiaomi ecological chain system, using the Xiaomi model to make consumer goods. The author of this paper analyzes the quality of Xiaomi to see how it can build a quality e-commerce road.

According to Xiaomi’s financial report in the third quarter of 2020, Xiaomi’s total revenue is 72.2 billion, of which nearly a quarter comes from Xiaomi IoT and its life shopping platform "Xiaomi Youpin".

Under the background of new consumption and new retail, why can Xiaomi Youpin rise rapidly in the e-commerce industry in just three years after its establishment, with the increasing cost of passenger traffic, shrinking incremental market and fierce competition under the stock market game?

This paper will take you to understand the operating logic of this company and the boutique e-commerce industry by analyzing the perspective of Xiaomi Youpin.

This article will analyze from the following aspects:

1. industry analysis
2. competitive product analysis
3. User value analysis
4. Commercial value analysis
5. Product iterative analysis
6. Product structure analysis
7. Operational analysis
8. summary

1. Industry analysis

Under the background of the new consumption era, the competition in the e-commerce industry is becoming more and more fierce, and the e-commerce industry is constantly refined, resulting in quality e-commerce. Quality e-commerce is different from traditional e-commerce. By infiltrating upstream manufacturing and supply chain management, reducing intermediate links, strengthening the dominance of platform selection, and relying on data technology to improve the response speed of suppliers to changes in market demand, the e-commerce model can improve the quality of goods in the whole station and provide consumers with high cost-effective goods.

The core is to optimize two points: the first point is to shorten the path from manufacturers to consumers; The second point is to endorse domestic manufacturers by "selecting" and "YEATION", which accelerates the process of establishing their own brands.

Xiaomi Youpin is a typical successful representative of this industry. Under what industry background did Xiaomi Youpin grow up? Why can quality e-commerce quickly occupy a place in the e-commerce industry?

Because the e-commerce industry is deeply influenced by macro factors, this section will use the PEST model analysis method to analyze the whole industry.

1.1 policy (Politics) level

• In December 2016, the Ministry of Commerce published the "Thirteenth Five-Year Development Plan for E-commerce", proposing to "encourage the development of quality e-commerce and brand e-commerce, and further play the positive role of e-commerce in guiding production and leading consumption". Under the new mode and new format, the national policy encourages the development of quality e-commerce, which further promotes the development of quality e-commerce.
• In August 2018, the E-commerce Law of the People’s Republic of China proposed that the state encourage the development of new e-commerce formats, innovate business models, promote the research and development, popularization and application of e-commerce technology, promote the construction of e-commerce credit system, create a market environment conducive to the innovative development of e-commerce, and give full play to the important role of e-commerce in promoting high-quality development, meeting people’s growing needs for a better life, and building an open economy.
• In January 2019, the "Electronic Commerce Law" came into effect, which standardized the operation of the e-commerce market.
• In November, 2020, the "Proposal for the 14th Five-Year Development Plan" proposed to improve the consumption environment, focus on quality brands, promote the development of green, healthy and safe consumption, and encourage the development of new consumption patterns and new formats.

It can be seen that the state encourages and supports the development of e-commerce industry in terms of policies, and encourages the development of new consumption patterns and new formats, which promotes the development of e-commerce industry and encourages e-commerce to develop into new formats and new models. The development of quality e-commerce in emerging segments of e-commerce industry has ushered in development opportunities.

1.2 the Economy level

According to the report of the National Bureau of Statistics, in 2019, China’s GDP reached 99,086.5 billion yuan, up 6.1% over the same period of last year. The per capita disposable income of national residents was 30,733 yuan, and the per capita GDP increased by about 5.8%. The per capita disposable income of urban residents in first-tier cities reached 70,000 yuan.

The improvement of income level drives residents’ purchasing power to increase, online shopping continues to grow and demand continues to expand; At the same time, people’s growing pursuit of high-quality life has gradually upgraded the consumption structure from price consumption to quality consumption.

1.3 Society and cultural aspects

With the development of economy and the increase of personal income, there are more and more new middle classes. In the new consumption era, some consumers began to change their consumption concepts to pursue quality life and refined life, and their demand level increased, paying more attention to the quality brand, sense of science and technology, sense of beauty and experience of goods, and seeking higher quality of life and higher spiritual pursuit.

Moreover, with the improvement of living standards, white-collar workers are rich, but they are busy with their work. They don’t want to spend too much time looking for goods, but want to find goods that meet their needs directly.

In order to ensure the quality, quality e-commerce meets people’s increasing consumer demand, shortens the time of commodity selection and increases efficiency for this part of the population, and has broad development prospects in the future.

In the current market, commodity quality problems and selling fake goods are still hot complaints about online shopping consumption. According to the "2019 China E-commerce User Experience and Complaints Monitoring Report", the number of e-commerce complaints nationwide showed an increasing trend from 2013 to 2018, with a year-on-year increase of 48.02% in 2017; An increase of 38.36% year-on-year in 2018; The number of complaints accepted in 2019 was slightly lower than that in 2018.

The improvement of product quality is an urgent problem to be solved, and the standardized control of self-operated and OEM mode of quality e-commerce can ensure product quality to some extent.

1.4 Technology level

Since 2012, China has entered the stage of rapid development of mobile Internet, and e-commerce has ushered in new development opportunities:

• With the development of internet technology, the online shopping market is becoming more and more mature and entering the stage of quality upgrading;
• With the continuous improvement and development of logistics and transportation technology, the storage coverage is getting wider and wider, which improves the timeliness of product transportation and provides strong logistics support for e-commerce;
• The rapid development of big data and AI technology, on the one hand, reduces the labor service cost of enterprises, on the other hand, improves the operational efficiency of enterprises; The e-commerce platform has also changed. Through the recommendation of complex machine learning algorithms, sellers can flexibly price goods, accurately recommend them, provide personalized shopping experience, and greatly improve shopping efficiency. Using the data to analyze and forecast commodities, the commodity inventory problem has been improved.

All these factors have jointly promoted the rapid development of quality e-commerce in recent years. With more and more middle classes, consumers’ demand for quality upgrading is getting higher and higher.

With the growth of domestic economic level and the maturity of e-commerce platform, online shopping has gradually become one of the most important shopping methods in people’s daily life. The scale of online shopping transactions has been expanding, and the penetration rate in the retail sales of social consumer goods has been increasing.

According to the data of iiMedia Research, the market transaction volume of China mobile e-commerce market is expected to exceed 8 trillion yuan in 2020, an increase of 19.7% compared with 2019, and the mobile e-commerce market continues to grow. It is estimated that the scale of online shopping transactions will further increase to 12.8 trillion in 2021, and the penetration rate in the total retail sales of social consumer goods will also increase to 27.2%.

Under the background of the increasingly mature e-commerce market, according to the survey, for online shopping, half of users are willing to get high-quality products at high prices, and nearly 40% of users like to buy professional products on professional shopping platforms, and more begin to pursue quality.

According to Aurora Big Data Q3 Mobile Internet Industry Data Research Report in 2020, Xiaomi has products in the top ten of the list of integrated e-commerce platforms, and its user penetration rate and DAU growth are also prominent, with user penetration rate of 2.8% and DAU growth rate of 16.7%.

It can be seen that the quality e-commerce market is developing rapidly and there is still much room for development and exploration in the future.

2. Analysis of competing products

The traditional e-commerce market is becoming more and more mature. With the rise of new consumption and new retail, and the national policy orientation encourages consumption quality, quality e-commerce has stood on the fast track and ushered in development opportunities.

Many players began to enter the game one after another, and more and more participants joined the ranks of quality e-commerce. Some new forces entered, and some traditional Internet e-commerce companies stepped up their layout, such as Xiaomi Youpin, Netease YEATION, Necessary Mall, Taobao Xinxuan, Beijing-Tokyo Manufacturing, Suning Polar Things and other companies.

According to the current App Store download ranking and IT orange data display, these products are roughly divided into the following gradients:

• The first echelon: the advantages of enterprise revenue and user scale are obvious: Xiaomi has products, Netease YEATION;
• The second echelon: as an important player in the industry, it has great influence: necessary shopping mall, Taobao heart selection;
• The third echelon: late entry, low market share: Suning Polar Materials, Beijing-Tokyo Manufacturing, etc.

Xiaomi Youpin and Netease YEATION are the direct competitors of this track, and their users are similar in scale. Based on the growth path and business model of these two companies, we will compare and analyze them, so as to deeply understand the differences between them.

2.1 Xiaomi Youpin

• On April 6, 2017, Mijia Youpin, a selected e-commerce platform owned by Xiaomi, was officially launched. Xiaomi Youpin always insisted on being a "good product that touched people’s hearts and was kind in price", and extended Xiaomi’s "extreme cost performance" to all aspects of life and home, bringing customers products that are free to choose, cost-effective, branded, tasteful and scientific;
• In August 2017, Mijia Youpin announced that "Mijia Youpin" was renamed as "Youpin" and the brand concept was "Youpin Life, Better Choice";
• In May 2018, "Youpin" was officially renamed as "Xiaomi Youpin";
• In June 2018, Xiaomi Youpin’s first offline flagship store in the world officially started trial operation in jianye district, Nanjing, displaying 15 popular commodity categories, with a total number of 3,000, covering all products sold online by Xiaomi Youpin APP;
• On November 6, 2018, JD.COM and Xiaomi Youpin, a boutique life e-commerce platform of Xiaomi, signed a strategic cooperation agreement in Beijing, and carried out in-depth cooperation from selected products, third-party brand incubation, reverse customization of goods, logistics and other aspects;
• In April 2019, it launched "There are products and fish" and embraced social e-commerce;
• On December 23, 2019, Xiaomi Youpin officially announced that it had reached a strategic cooperation with Indiegogo, an overseas crowdfunding platform, to complete an important step for Xiaomi Youpin to explore overseas markets and help high-quality enterprises go to sea;
• In the third quarter of 2020, Xiaomi’s financial report showed that Q3′ total revenue was 72.2 billion, of which nearly a quarter came from Xiaomi IoT and its life shopping platform "Xiaomi Youpin".

Xiaomi Youpin’s business model is "platform+ecology" model. By integrating platform resources, it supports the independent development of eco-chain brands and third-party brands and serves users together.

In addition to Xiaomi, Mijia and eco-chain brands, we also introduce a large number of high-quality third-party brand products with complete chain capabilities such as design, manufacturing, sales, logistics and after-sales, and support the independent development of third-party brands to jointly create a quality life for users.

• Source of users: As a mobile phone manufacturer, it has established an ecosystem with mobile phones as the core and lot, which has accumulated rice flour with high brand loyalty, and online Xiaomi Mall, Mijia and offline Xiaomi House have acquired users.
• Commodity source: Xiaomi has commodity sources, the first category is Xiaomi’s self-operated senior brand products, the second category is Xiaomi Mijia and eco-chain brand resource products invested by Xiaomi, and the third category is to introduce third-party enterprises and open them to non-eco-chain enterprises with high-quality third-party brand products with complete chain capabilities. Under these three modes, its shopping mall categories and SKUs are constantly enriched.
• Operation mode: Xiaomi has products that not only sell its own brands, but also sell smart digital and home products of Xiaomi, Mijia and the whole eco-chain partners after going online; The Costco model advocated by Lei Jun is also reflected in Xiaomi’s products, and the number of brands of each thing will not be too much; In addition, it also continues Xiaomi’s "explosive product" model, which advocates quality, not luxury, time-consuming, and scientific sense.

There are three types of commodity sources of Xiaomi’s products. The first is self-management to sell its own brand products, the second is to invest in Xiaomi’s ecological chain, and the third is to introduce third-party enterprises.

• Commodity category: As a company with a brand positioning in science and technology, Xiaomi has a higher proportion of scientific and technological products. Xiaomi has products mainly in the field of household appliances, and has now expanded to household appliances, home kitchens, furniture decoration, TV audio and video, digital mobile phones and computers, daily creative, clothing accessories, beauty care, outdoor sports, shoes and boots, health care, wine and food, maternal and child, driving goods, pet life and other commodities. The products of each category follow the mode of few but fine, which continues the boutique mode of Xiaomi’s special creation of "explosive products".
• Product control: Xiaomi goes deep into the supply chain, controls the enterprises and third-party brands in the ecological chain from the source of product production, and penetrates the concept of ultimate cost performance into every link. Through full chain quality control, manufacturing efficiency is improved, cost is reduced, and consumers can buy good quality goods without selection.
• Cooperation mode: For Xiaomi eco-chain enterprises, Xiaomi invests in the form of equity participation but not holding. For the selection of third-party enterprises, Xiaomi Youpin follows the development logic of its own products, puts forward three hard indicators-product quality, cost performance and certain scientific and technological content, and defines the products together with the manufacturers to ensure the product quality of Xiaomi Youpin. After confirming that the cooperative products are on the line, the products will gain revenue by means of platform deduction.
• Logistics and warehousing: Because Xiaomi Youpin is the source of goods and other supply chain modes, the warehousing management of Xiaomi Youpin includes two aspects. Xiaomi Youpin has warehouses in all regions of the country, and the self-operated part is Xiaomi’s own warehouse inventory. Based on the cooperative relationship, SF+Jingdong Logistics is used for near-warehouse distribution; Third-party enterprises take care of their own inventory, depending on the specific situation, and choose their own logistics methods.
• Offline layout: Xiaomi has accelerated the offline layout, and offline stores have landed one after another. The layout of offline stores has opened up the barriers between online and offline channels, which has become a big advantage. At the same time, the combination of offline and offline will also help Xiaomi to build brand awareness and promote the better development of Xiaomi.

Uniqueness: When Xiaomi was born out of Mijia, it took away a very core function of "crowdfunding". The early stage of crowdfunding is an important channel for Xiaomi’s ecological chain to show its face. The sales volume of crowdfunding determines the acceptance of this product in the user group. After crowdfunding, manufacturers will make a return visit to further improve the product.

A large number of product crowdfunding, so that the crowdfunding team has accumulated rich experience, can effectively help small brands grow rapidly, products quickly take shape, and can effectively push to the eyes of target users.

2.2 Netease YEATION

• In April 2016, Netease YEATION, a self-operated living and home furnishing brand owned by Netease, was officially launched, and always implemented the brand concept of "strictly selecting materials and living with heart";
• In June 2016, Netease put forward "three aesthetic concepts of life" in 618;
• In July 2016, YEATION and Fujian tea industry reached a strategic cooperation, and the original Qingyuan directly supplied good quality tea to YEATION users;
• In October 2016, Netease YEATION settled in JD.COM as a "flagship store";
• In August 2017, Netease YEATION and Atour launched the first Atour Netease YEATION Hotel in Hangzhou with the "what you use is what you buy" scene;
• In September 2018, Netease was strictly selected to realize the whole network coverage strategy, including Tmall, JD.COM, Netease Koala, Pinduoduo and other major e-commerce platforms;
• In mid-2018, Netease YEATION successively cooperated with youth communities, long-term rental apartments, home improvement companies, homestays and convenience stores to continuously expand its platform and product experience;
• In December 2018, Netease YEATION’s first offline store officially opened at the West Lake in Hangzhou;
• On January 19, 2019, Watson’s sub-brand "Watsons+" and Netease YEATION jointly launched the first e-commerce joint store in Guangzhou;
• In June 2020, Ding Lei, founder and CEO of Netease, will recommend the products of Netease YEATION on the live broadcast platform of Aauto Quicker in the Mainland.
• Netease’s financial report in the third quarter of 2020 shows that Netease’s revenue in the third quarter of 2020 was 18.7 billion yuan, up by 27.5% year-on-year, and nearly one-fifth of its business income came from innovation and other businesses including "Netease YEATION".

Netease YEATION’s business model is ODM "buyer system" model, and YEATION eliminates the premium of big brands and various intermediate link costs by directly connecting with manufacturers; At the same time, this model is the first in YEATION.

• Source of users: As a brand of Netease, Netease games, music, e-mail and so on have a huge user traffic group. At the beginning of its launch, it became a user group by importing users from Netease’s original platform (portals, games, music, etc.), which provided a rich user traffic input for Netease YEATION.
• Source of goods: Netease YEATION cooperates with flexible ODM original design manufacturer. YEATION strictly controls the whole industrial chain links such as raw material procurement, production, quality inspection, sales and after-sales, controls the quality of goods, directly connects consumers and manufacturers, and then sells them under the brand of Netease YEATION, and enriches its SKU by constantly looking for high-quality suppliers and design teams.
• Operation mode: self-operated ODM mode, with strict quality inspection and quality control links, even consumers and manufacturers’ factories, excluding layer-by-layer premiums; With the development, the unique "YEATION Model" is gradually explored, which is characterized by paying attention to design, emphasizing quality and low markup rate.
• Commodity category: Most of Netease’s carefully selected commodities are daily necessities, which have covered 12 categories including home life, clothing, shoes and bags, food and drinks, personal care and cleaning, mother and baby, sports travel, digital home appliances, YEATION Global, entertainment special, bedding furniture, clothing, kitchen and so on, with tens of thousands of SKUs. From hundreds of SKUs when it was first launched, the number of SKUs has now exceeded 10,000. The rapid expansion of SKUs in YEATION and the strict control of product quality can no longer keep up. At the same time, the after-sales and inventory of Netease YEATION broke out at the end of 18 years. Its reputation is no longer as good as when it was first launched.
• Product control: Netease YEATION goes deep into all parts of the world and cooperates with the best suppliers in the world. Starting from tapping consumer demand, we participate in strict control from raw materials, production, quality inspection, sales to after-sales, etc. All goods on the shelves must be certified by global TOP quality inspection institutions, such as ITS and SGS, before they can be put on the shelves for sale.
• Cooperation mode: YEATION is responsible for providing product ideas and ODM manufacturers are responsible for design. In order to quickly respond to users’ needs and avoid a large inventory backlog, Netease YEATION usually tentatively places orders in small batches first, and then, according to the market reaction, if it gets good feedback, it will further add orders. At the same time, YEATION will guide the cooperative manufacturers to change their production lines according to the changes in sales and user evaluation.
• Logistics and warehousing: Netease’s warehouses in YEATION are located in different places, belonging to its own inventory, and Netease YEATION will choose the logistics distributor with more commodity locations.
• Offline layout: Netease YEATION also attaches great importance to the combination of online and offline development. In August 2017, Netease YEATION reached a strategic cooperation with Atour Hotel, which provided the venue to be responsible for the daily operation and consignment of Netease YEATION products. In October of the same year, YEATION cooperated with Vanke to design a hardcover model room in YEATION. Later, in 2018 and 2019, Netease YEATION also opened two stores under Netease Strict Line.

Uniqueness: Netease YEATION has joined the membership business and constantly optimized it. The exclusive rights and interests of members, such as monthly coupons and membership days, have stimulated users’ consumption to some extent.

Summary: From the above analysis, it can be seen that Netease YEATION entered the market earlier than Xiaomi Youpin, and both products focus on "quality e-commerce", strictly control the quality of goods, and advocate the characteristics of high cost performance, which belongs to direct competition.

In terms of business model, Xiaomi has the "platform+ecology" model, while Netease YEATION adopts the ODM "buyer system" model. Both business models have their own advantages, and Xiaomi’s quality model is more conducive to creating quality explosions.

At the same time, both of them rely on their own Internet customer traffic, and both of them combine the online and offline new retail models. However, Xiaomi has an advantage by relying on the strong and loyal rice noodle circle of Xiaomi brand, which makes it rise rapidly in just three years, quickly opening the gap with competitors and occupying a place in the e-commerce industry. In terms of product control, both of them strictly control quality.

With the increase of its own product categories, Netease YEATION will have great pressure on its inventory and capital circulation. In contrast, Xiaomi has more advantages in having products, making it easier to control goods and create explosions.

Finally, in exploring new business models, Xiaomi has the crowdfunding function and the fish. Through big data, we can observe the popularity of products in the user group, so as to grasp the product direction and inventory. Netease YEATION’s unique membership system can stimulate users’ consumption. But the specific effect remains to be seen.

3. User value analysis

In the boutique e-commerce industry market, there are mainly three participants: consumers, merchants and platforms. The business logic diagram of Xiaomi Youpin is as follows.

The platform provides services to meet the needs of all participants, and if the platform wants to seize the market and expand its scale to achieve rapid growth, it must meet the needs of consumers and businesses. Let’s explore the needs of these three parties respectively, and what solutions Xiaomi Youpin uses to better meet their needs.

3.1 Consumers

According to the Aurora data report, the main force of Internet shopping now is the young consumer groups after 1980s and 1990s.

In addition, according to the data of "Observation and Research Report on New Youth’s New Consumption" released by School of Journalism and Communication of Beijing Normal University, the number of new youth mobile Internet users is 650 million, which is the core group on the Internet. The new youth group has become the main force of Internet consumption in China, and many of them are from first-tier cities, and these consumers have certain economic ability.

According to the research of New Middle-class Report 2017, among the factors affecting consumption, product quality, time saving, cost performance and personalization rank in the top four, and these consumers pay more attention to quality, time efficiency, cost performance and personalization.

Aurora data shows that 66.4% of users think that the shopping time of boutique e-commerce is significantly less than that of integrated e-commerce. From the attitude of most users, it can be seen that under the background of a wide variety of goods on the traditional e-commerce platform, consumers want to quickly buy goods that meet their needs through the boutique e-commerce platform.

Most of the new young people are white-collar workers who have received higher education. First of all, their demand level has improved, and they pay more attention to the quality, brand, sense of science and technology, aesthetic feeling and experience of goods, seeking higher quality of life and higher spiritual pursuit.

Moreover, with the improvement of living standards, white-collar workers are rich, but they are busy with their work. They don’t want to spend too much time looking for goods, but want to find goods that meet their needs directly. Paying attention to quality, time efficiency, cost performance and personalization are the pain points of these consumers’ needs.

With these shopping needs, consumers currently take more solutions mainly in the following ways:

3.3.1 Brand official website and offline store shopping.

As mentioned earlier, new young consumers pay more attention to quality, price and brand, and have higher pursuit. If they like a brand, they will go to offline stores to shop.

In recent years, many boutique flagship stores at home and abroad have been actively deployed in major cities, such as Xiaomi flagship store, IKEA, Sam, Costco, MUJI, etc. The number of these offline flagship stores has grown rapidly in China, indicating that offline experience stores are very popular.

First of all, the offline flagship store is decorated, beautifully designed and has a good shopping experience; Secondly, consumers can directly contact the goods they want to buy at close range, which can guarantee the quality of products to a certain extent, and can directly find the goods they like that meet their psychological expectations, and avoid second shopping such as return.

However, offline store shopping has some obvious disadvantages:

1. The new youth consumer groups don’t have enough time, and most of the time is occupied by work, study and life. They usually have little time and energy to go shopping in these offline stores, and offline stores may be far away, with inconvenient transportation and more time-consuming;
2. Most flagship stores under the brand line are located in commercial luxury areas in big cities, with high store operating costs, and more links are added from production to consumers, and the product premium is higher. These premiums must be transferred to consumers to bear, so the price is higher, and consumers need to pay higher money costs;
3. It is difficult for offline shopping to compare similar goods horizontally, and it is not obvious for discount and preferential promotion;
4. We can only choose the products of the same brand, which has certain limitations in diversified shopping choices, and it is difficult to meet users’ pursuit of personalization. Moreover, consumers may miss products that are more in line with their own needs without comparative choices of other brands.

3.3.2 Traditional e-commerce platform

With the rapid development of Internet technology, more and more people choose online shopping nowadays, especially the new youth groups. The major traditional e-commerce platforms occupy the mainstream market of the e-commerce industry, and most consumers use traditional e-commerce platforms as their first channel when purchasing products.

Compared with offline shopping, the advantage of the traditional e-commerce platform is that there are a wide range of products, such as price, style and brand, which can be selected by consumers. There are many kinds of choices, and the discount is strong, the price advantage is obvious, and it is more convenient and faster.

However, online shopping on traditional e-commerce platforms also has some disadvantages:

1. The traditional e-commerce platform has a lot of merchants and a variety of goods, but it also leads to uneven quality and is difficult to distinguish. Faced with a wide variety of goods, it is difficult for consumers to identify and select products with good quality, which leads to consumers’ shopping time-consuming and labor-intensive, and the experience is very poor;
2. The product control of the traditional e-commerce platform lies in the merchants, and the platform does not directly control the product quality, so the product quality is uneven. In this case, it is easy for consumers to pick products with poor quality, and it is relatively difficult to find high-quality and cost-effective products. Moreover, if the quality of the goods does not meet their expectations, then consumers are likely to choose to return them.

3.3.3 Recommendations from major content platforms, friends and evaluation agencies.

With the development of Internet and 5G technology, content, video platforms, evaluation institutions and so on are rapidly emerging. Some consumers look for products to shop by watching bloggers’ evaluation and friends’ recommendation, which enables consumers to know more about the information of products to be purchased and judge whether they are suitable or not.

But this method has the following problems:

1. The major recommendation platforms are numerous and complex, and there are many recommended products, and the demand standards of each consumer are different. The recommendation degree is not necessarily in line with their own, and the ability to select good products is different, which requires a lot of time and energy to choose;
2. In the era of information flow advertising where traffic is king, a large number of products that brand merchants quit for advertising may not meet the needs of consumers, and as consumers, they can’t well identify whether the products are really good products or not.
3. These platform products may have quality problems.

3.2 merchants

Merchants with Xiaomi products include Xiaomi self-operated+Xiaomi eco-chain enterprises+third-party brand enterprises, and the platforms need to meet their different needs respectively.

Xiaomi’s self-operated products are Xiaomi’s own products, which do not belong to the main operation direction of platform merchants, so we don’t analyze this part too much. Let’s analyze the needs of this eco-chain enterprise and third-party brand enterprise respectively.

3.2.1 Ecological chain enterprises

Xiaomi eco-chain enterprises are mostly intelligent hardware enterprises and some high-quality traditional product manufacturers, such as Huami Technology, Yunmi Technology, Roborock and No.9 Robot.

1) Intelligent hardware enterprises

Products need to go through many links from conceptual design to mass production, such as conceptual design, demand confirmation, product definition, scheme selection, product development, prototyping, functional debugging and design optimization, qualitative mold opening, mass production, warehousing and logistics, sales channels, market promotion and so on.

Each of these links is very important. The most important thing for intelligent technology products is to preempt competitors to go public and seize the market, and then create their own brand value. Once there is a problem in a certain link, it will have a huge impact on the whole product life cycle.

Compared with the perfect resources of large companies, small and medium-sized companies have shortcomings in terms of capital ability, research and development technology, supply chain channels, sales and publicity channels, brand influence and so on.

2) Traditional manufacturers

Nowadays, China has developed into a manufacturing power, and the market of manufacturing and supply chain enterprises is very huge after years of development. China factory has rich experience in OEM for international brands, and has precipitated a number of manufacturers with high-quality production technology and design capabilities, and even many enterprises have the leading production and research capabilities in the world, and have certain advantages and capabilities in production and design.

However, with the upgrading of consumption and the disappearance of demographic dividend, the market environment is getting worse and worse, and enterprises have problems of low profits and overcapacity.

3.2.2 Third-party brand enterprises

For third-party brand enterprises, with the development of internet technology, traditional brand enterprises have great difficulties in connecting with internet technology, do not understand emerging consumer groups, and lack a platform, so it is difficult to grasp new consumer groups, and need brand transformation and upgrading to improve brand awareness.

And with the increase of demographic dividend and customer acquisition cost, the product profit rate is also relatively low, and the information asymmetry is overcapacity, etc., they need to expand publicity through multiple channels, increase traffic, observe user needs, choose product direction, and enhance brand degree.

Summary: With these needs, eco-chain enterprises and third-party brand enterprises usually adopt the following ways to solve them:

1) Set up offline independent brand retail stores.

The construction of offline independent brand retail stores is conducive to building independent brands, but at the same time there are also the following problems:

• The cost of offline stores is high;
• Brand awareness is low, and the risk of drainage effect is high.

2) Create your own brand website

Enterprises to establish their own brand website, can build their own brand, improve brand image, but at the same time there are the following problems:

• Compared with traditional internet e-commerce, it has no competitive advantage, low brand awareness, difficult to obtain customers and few users.
• It is difficult to maintain and operate brand websites, and the drainage effect is poor.
• Establish your own brand website and increase the company’s operating costs such as manpower and material resources.

3) settle in major e-commerce platforms

Enterprises can stay in Internet e-commerce platforms such as Taobao and JD.COM. Internet e-commerce platforms have very large user traffic, which solves the problem of enterprise traffic. With the help of the power of large platforms, the exposure and brand awareness of their products can be quickly improved.

But the main problem in this way is:

• There are many similar products on the e-commerce platform, with fierce market competition and low product pricing initiative.
• The competition of e-commerce platform is fierce. Compared with well-known brands, the traffic acquisition cost of small and medium-sized brands is high, and it is also necessary to increase the expenses of marketing and operation.

4) Find and manage the supply chain by yourself

Enterprises can choose their own supply chain according to their own situation, but there are the following problems:

• For small and medium-sized enterprises, it is difficult to find a suitable OEM, and it is difficult to negotiate with the OEM, and there is no price advantage, so the quality of the OEM is not well grasped.
• Without a perfect and mature supply chain management system, it is difficult to predict the realizable cost and manufacturability of products, and the production qualification rate and product quality cannot be guaranteed, which makes it difficult to promote products.

5) Looking for investors

Due to the technical characteristics of intelligent hardware products, the investment in technology research and development is large and the cycle is long. Intelligent hardware enterprises are under great financial pressure and often lack project funds, which makes the project unable to proceed normally and smoothly. When looking for investors, the following problems will arise:

• Small and medium-sized intelligent hardware enterprises need to spend a lot of time and energy to find investors.
• For an emerging industry such as intelligent hardware, financing channels are limited, and the relationship between enterprises and investors is weak.
• It is difficult to estimate the value of intelligent hardware enterprises, which further increases the financing difficulty of intelligent hardware enterprises and affects their investment.

6) The product direction follows the fashion trend.

Enterprises need to quickly create products to go on the market to seize the market. Many enterprises will choose the current hot areas in product direction, and improving products on this basis will easily lead to the following problems:

• The flow of enterprise users is less, and the research information of market users is less, so the products made may not meet the market demand.
• It is easy to cause the problem of product homogeneity and it is difficult to seize the market.

3.3 platform

Based on the above analysis, it is found that in e-commerce shopping, the problems existing in the existing solutions mainly include,

For consumers:

• Whether the quality of goods meets the demand expectation.
• Whether the shopping process is fast and efficient.
• Whether the goods are cost-effective.
• Whether it meets the personalized needs such as high face value.

For merchants:

• Create a brand image.
• Increase profitability.
• Optimize the development mode of enterprises and transform and upgrade the Internet.

As a platform, how can Xiaomi Youpin better meet their needs and serve them better, so as to attract them to Xiaomi Youpin platform?

3.3.1 Strictly control product quality.

Xiaomi Youpin practices that all products are "fine and beautiful", which effectively avoids the homogenization problem of "many and miscellaneous" products. Xiaomi Youpin has its own unique advantages in controlling the quality of goods. The overall product quality control of Xiaomi, eco-chain enterprises and third-party enterprises is very strict.

Xiaomi Youpin will send a professional quality control and design team to the manufacturer to help the manufacturer improve the product design level and ensure the product quality.

Xiaomi’s quality control system is perfect. From early product design to product selection, production technology to later product testing, the quality control team is involved in the whole production process, strictly controlling product quality, and selecting manufacturers in the same category to ensure that every product is truly "quality", so that consumers can relieve their quality worries.

All products on the platform are selected products, and they are sold through the checks of Xiaomi. With quality assurance, consumers can buy suitable products without delicate selection, which greatly reduces the burden of consumers’ selection.

3.3.2 Refined SKU

There are fewer SKUs in Xiaomi’s product platform, and the principle of "fewer but better products" is practiced. Each category of goods only provides several choices. Compared with the traditional electronic goods platform, consumers can choose high-quality products that meet their own needs faster when shopping on this small but better refined SKU quality platform, which helps users reduce the decision-making cost, and the shopping process is fast and efficient, and the experience is better.

3.3.3 High cost performance

Pursuing high performance-to-price ratio is one of the values of Xiaomi’s ecological chain. By directly connecting manufacturers, Xiaomi has effectively eliminated brand premium and intermediate marketing links to benefit consumers. It is also to take advantage of its own ecological chain enterprises to control at the manufacturing end, reduce costs and create price advantages from the source.

Relying on its strong supply chain integration ability and long-term stable and all-round cooperation mode, Xiaomi can help first-class manufacturers to improve production efficiency and reduce fixed cost amortization through a large number of stable orders, thus reducing product unit price and improving product cost performance.

3.3.4 Personalized commodity design

In terms of design, Xiaomi has always maintained the concept of "high value", and the Xiaomi team has settled in the manufacturer to ensure that all products have the genetic concept of Xiaomi. Therefore, Xiaomi’s products are designed and screened by maintaining this concept, which can well meet the requirements of Xiaomi’s powerful rice noodle circle users for product appearance.

At the same time, Xiaomi Youpin team is committed to applying Internet technology to smart products, including Internet of Things, chips, cloud, APP, sensor technology, human body induction, etc., and using technological innovation and upgrading to create products. This novel and high-tech product can better meet the needs of consumers for smart technology.

3.3.5 Online+offline dual-channel layout

With the rapid development of new retail, Xiaomi Youpin has also begun to lay out offline retail stores, and established offline physical experience stores in Hefei, Shanghai and Nanjing. There are many kinds of offline store products, including Xiaomi, supply chain and third-party products. Consumers can get a close look at product information in online stores, and can also experience offline and purchase online to enhance the shopping experience.

The offline layout can reduce the cost of building offline stores by enterprises themselves, and relying on Xiaomi’s powerful rice noodle circle, the combination of online and offline can help the supply chain and third-party enterprises to promote their brands, enhance brand awareness and increase sales and publicity channels.

3.3.6 Brand Incubation+Investment

There are many eco-chain enterprises and third-party enterprises in Xiaomi Youpin platform. For eco-chain enterprises, Xiaomi implements the principle of equity participation but not holding shares, allowing them to develop independently.

Xiaomi will help eco-chain enterprises, such as capital investment, product selection definition, brand promotion support, supply chain and marketing channel promotion support, etc., intervene in the upstream supply chain, export product values to eco-chain enterprises, help them find the right product direction with the help of big data, and help eco-chain enterprises to promote their own brands and obtain higher profits with the help of their own platform traffic.

For the imported third-party brand manufacturers, the standards for brand entry are also very strict, and Xiaomi will provide support from the design team, strictly control the quality of products, and provide online and offline sales channels and self-owned brands for third-party brands through the high-flow Xiaomi product platform.

Summary: Through the above analysis, we can find that compared with other traditional e-commerce operation methods, Xiaomi Youpin has grasped the pain points of consumers and businesses, and better solved their needs, which also explains why Xiaomi Youpin is welcomed by consumers and grows rapidly, and why a large number of businesses have settled in Xiaomi Youpin platform.

4. Business value analysis

As an e-commerce platform, Xiaomi Youpin is an important indicator to judge whether its business can develop healthily, which is also the embodiment of its commercial value. The core indicator to measure the competitiveness (market share) of the platform is GMV(Gross Merchandise Volume).

GMV= number of users * conversion rate * customer unit price

The improvement of any one index, such as the number of users, conversion rate and customer unit price, will have a positive impact on the overall revenue growth, so we will focus on the means by which Xiaomi Youpin improves these three key indicators.

In order to better analyze its commercial value from the perspective of products, GMV can be disassembled into the following figure:

4.1 Increase the number of platform users

Xiaomi Youpin has become the head player of the track in just a few years since its establishment. Relying on its powerful Xiaomi rice noodle circle, the number of platform users is growing, and the scale of its platform users still has a lot of room for growth.

In order to achieve steady and sustained income growth, retaining old users and attracting new users are the most basic guarantees, and a sufficient user base can provide guarantee for the indicators behind GMV. So how does Xiaomi keep existing users and attract new users?

4.1.1 Self-user drainage

As an Internet technology company, Xiaomi is the fourth largest mobile phone shipment manufacturer in the world, with numerous loyal users. The smart home ecology created by its Mijia brand is highly respected by the younger generation. Through the diversion of Xiaomi Mall and Mijia platform for Xiaomi Youpin platform, the awareness of Xiaomi Youpin in the vast number of "rice noodles" can be effectively improved.

Not only that, Xiaomi Group also launched social e-commerce "there are products and fish" and Xiaomi crowdfunding, which also attracted a large number of users in this way. This method, which is based on the influence of interpersonal relationships and driven by users’ own interests, has low cost and good effect.

The offline flagship store of Xiaomi Youpin has also been opened all over the country, and the artistic offline store experience and high-quality products are bound to attract more potential users for Xiaomi Youpin platform.

In addition to the rice noodle circle, Xiaomi Youpin can indirectly acquire new users by cooperating with the third brand. Many products of well-known third-party brands have their own loyal users, and this diversion has also brought new users to the platform; Therefore, Xiaomi cleverly introduced a large number of users directly into it by setting up the e-commerce entrance of "products".

Xiaomi Youpin also acquired new users by entering Tmall and JD.COM flagship stores, and attracted users of the other platform through a series of promotional activities to create brand influence.

4.1.2 Advertising Promotion

Xiaomi Youpin has carried out a lot of advertising and activity promotion, specifically in the following ways:

• Celebrity endorsements: For example, Lei Jun and Yang Yang, the biggest spokespersons, endorsed four sets.
• Shooting video advertisements: For example, Xiaomi Youpin remakes the advertisement of the new middle cover, which is full of creativity and enhances the goodwill and attention to Xiaomi Youpin.
• Title movie: inFace and Xiaomi Youpin jointly sponsored the movie "Finding You".
• Advertising marketing from media platforms: such as Today’s Headlines, Weibo, Zhihu and other media platforms constantly output content and put advertisements.
• Cross-border cooperation: For example, Xiaomi’s first brand co-branded card "Heart Card", which was created in cooperation with Shanghai Pudong Development Bank, entered the palm mall of Guangfa Bank and announced a strategic cooperation with Indiegogo, a well-known overseas crowdfunding platform.
• Helping public welfare: For example, during the epidemic, Xiaomi has a number of caring merchants on the platform to provide a variety of living materials to Wuhan.

4.2 Improve the conversion rate

After guiding users to the platform through the above-mentioned various means, the most important thing after the registration of new users is shopping. As long as users are allowed to purchase and consume, that is, they will be valuable to the platform after being converted into platform paying users, how can Xiaomi improve the conversion rate?

To improve the conversion rate, we must first know the target users of the e-commerce platform. E-commerce users can be roughly divided into two types: users with clear goals and users with uncertain goals, and their shopping processes are slightly different.

• Target-oriented: search-product list page-product details page-add shopping cart-pay;
• The target is unclear: browse the product-product details page … browse the product-product details page-join the shopping cart-pay.

The two kinds of user behavior path scenarios are different, and the decision-making process is different. It is important to optimize the decision-making process for users with clear goals. However, users with unclear goals will hesitate repeatedly in the middle of shopping, and need to improve their desire to buy through operational testing (coupons, explosive activities, etc.), and finally achieve the purpose of improving the conversion rate. Therefore, it is necessary to consider comprehensively when designing page flow.

According to the user’s shopping process, this paper analyzes how Xiaomi Youpin can improve the conversion rate through page layout design:

4.2.1 Newcomer Welfare

First of all, for new users who register for the first time, there are exclusive benefits for newcomers, which will stimulate consumers to spend by giving away coupons and gift packages for newcomers and purchasing them in 0 yuan.

4.2.2 Home Page

The homepage interface design of Xiaomi Youpin is very simple and beautiful, which is very artistic. Users with clear goals can search directly through the top search bar. For users with unclear goals, Xiaomi Youpin guides them to view related products through advertisements and display various preferential information. The navigation bar is detailed and not messy, which effectively improves the efficiency of users to find the goods they need.

In addition, the recommendation function at the bottom of the homepage can better recommend products that users may be interested in according to the data records searched by users according to the big data technology, and improve the purchase rate of users.

4.2.3 Commodity List Page

After the user enters the keywords of the goods he wants to buy through the search box on the home page, he jumps to the list page of goods.

The design of the search list page of Xiaomi Youpin is very simple, which only provides photos, names and prices of goods, and the number of the same category is not much. This is also in line with the product concept of Xiaomi Youpin, which has always been respected as a boutique e-commerce platform.

When users search for keywords and enter the product list page, which product should they choose in the face of a dazzling array of products? What function points are designed on Xiaomi Youpin page to quickly help users make decisions and thus enhance users’ purchase intention?

There are three factors that affect consumers’ decision-making: commodity style, price and popularity.

The prominent picture shows the desired target product, and secondly, the prominent price font, followed by comments and favorable comments, reflects the popularity and reputation of the product, which are all means to help consumers make quick decisions; At the same time, in order to further help users make quick decisions, sorting functions are designed for new products, prices, sales volume, personalized customization (screening) and other dimensions.

4.2.4 Product Details Page

After selecting the products that users are interested in, they will click on the products to enter the product details page. The product details page is the user’s consumption experience page, which persuades consumers to place an order. The quality of the design will directly affect the user’s purchase behavior. What about Xiaomi’s products to help users make quick decisions to join the shopping cart and improve the conversion rate?

1) Show cost-effectiveness

The consumption principle that everyone can get the maximum benefit at the least cost is commonly known as cost-effective. The atmosphere of cost-effective is highlighted through special price bidding, second kill of products and preferential activities, and there are new gift packages for new users, all of which make users feel that it is cost-effective to buy now. If you don’t buy at this time, it will be a loss.

2) Create a popular and word-of-mouth atmosphere

Through the popularity list of products, user evaluation and user satisfaction, on the one hand, users’ trust in goods is established, on the other hand, a strong popularity atmosphere is created.

3) establish consumer protection

Make the service promise provided by the product transparent, explain to the manufacturer of the product, and return the product for 7 days without reason, etc., to solve the after-sales worries, establish the user’s sense of trust and security, and let the user buy with confidence.

4) manufacturing time sense of urgency

Tell users through time countdown that there will be no preferential price after this time period, thus improving the conversion rate.

5) Create commodity scarcity

Tell users through the quantity in stock and the quantity in stock that if you don’t buy it now, you can’t buy it once it’s sold out, creating a scarce atmosphere.

6) Shaping the consumption scene

Through the product details page, the use scene diagram of the product is displayed, so that users can experience the use state of the product in life to a certain extent, tap users’ demand for product use scenes, and promote users’ desire for consumption.

7) Taste evaluation and comparison

The function of taste evaluation circle shows consumers the data such as experience and evaluation of goods, so that consumers can better understand the related functional experience of goods and promote users’ desire for consumption.

8) Commodity recommendation

Product recommendation on the product details page has two functions. For similar products, the main purpose is to improve the conversion rate. Consumers may be dissatisfied with the product display or have better products to recommend, so they recommend similar related products to users to improve the conversion rate.

4.2.5 Shopping cart page

Through the previous column design, users have been successfully attracted to add the goods to the car, and the last step is the payment! How does Xiaomi have products to improve the conversion rate through design?

1) Display coupon information

By allowing users to receive coupons, it shows the profit-making of merchants and improves users’ willingness to buy.

2) Show preferential price

When there is a discount or special price, the amount of the activity discount is displayed in the shopping cart, and the number is used to stimulate the user’s willingness to buy, so that the user feels cost-effective. Now it is quite cheap to buy, and there will be no such price if you don’t buy it. So as to improve that conversion rate of ord..

3) Payment display details

In the payment page, the service guarantee, coupon usage information, activity preferential information, red envelope discount, delivery method and final price settlement method are clearly marked for users, which eliminates users’ doubts and improves users’ payment rate.

4.2.6 Grade Page

Xiaomi Youpin has set up a "Taste" page in the bottom navigation bar, in which there are the experience and recommendations of researchers on various products. Users can learn about the product information on this page and improve the conversion rate of users.

4.3 Increase the unit price of customers

The unit price of customers is influenced by two factors: the amount of single purchase and the frequency of purchase. Then, what methods have Xiaomi Youpin taken to increase the unit price of customers in this respect?

4.3.1 Single purchase amount

1) Free shipping bill collection

In the shopping cart page, Xiaomi’s products will prompt users how much money they still need to be free of charge, prompting consumers to buy more products for free of charge.

2) Multiple discount promotions for activities.

Guide users to purchase more goods to increase the unit price of customers through multiple discount promotions.

3) Full reduction of coupons and multiple coupons

Give users full discount coupons, display multi-coupon information, and increase the order amount to meet the preferential conditions after receiving them, thus increasing the customer unit price, so as to encourage users whose consumption amount does not reach the full discount standard to buy additional goods.

4) increase the price to buy

Shopping carts increase the price to buy accessories and other goods, so as to encourage the consumption of extra goods.

5) Recommended products

For the product recommendation on the shopping cart page, the purpose is to analyze the user’s consumption preferences according to big data, and then display the product recommendations that meet their consumption preferences under the shopping cart. The purpose is to dig up the user’s consumption needs again before the user completes the consumption, and urge the user to buy more products, thus increasing their consumption amount.

As for the product recommendation on the product details page, as mentioned above, the purpose of similar product recommendation on the product details page is to improve the conversion rate; In addition, there is a kind of complementary recommendation of goods, which recommends other related configuration goods of search goods, such as keyboard and mouse, etc., to encourage users to buy more goods, thus increasing their consumption amount and unit price.

6) Purchase additional services

Add unexpected protection, extended warranty, cloud hosting service and other services on the product page, and increase the customer unit price.

7) Package recommendation

Based on Xiaomi’s powerful smart home ecological chain system, the ecological scene layout of the products in the ecological chain is complete, and all the products in each link can be integrated. The package is recommended to users and the unit price is increased.

At the same time, it will provide customers with some affordable packages, discounts on multiple products and other preferential activities to guide users to purchase more goods to increase the unit price of customers.

4.3.2 Increase the purchase frequency of users.

1) Payment Success Page

When the user pays successfully, there will be red envelopes and product recommendations on the page. According to the big data, the user’s consumption preferences will be analyzed, and then the product recommendations that meet their consumption preferences will be displayed under the shopping cart. The purpose is to use the red envelopes and recommended products to tap the user’s consumption needs again after the user completes the consumption, prompting the user to buy the product again, thus increasing the user’s purchase frequency.

2) Commodity quality and consumer experience.

In order to increase the frequency of users’ purchase, consumers are most concerned about the quality of goods. Xiaomi Youpin relies on the quality control system to strictly control the quality of goods, high cost performance and personalized aesthetic design, and at the same time follows the principle of "less but better" products, so that consumers can choose good products with their eyes closed on the platform, which improves consumers’ satisfaction with the quality of goods and the use experience.

With the improvement of living standards and the demand for smart life, Xiaomi has a variety of smart home products, and users’ willingness to buy products for many times has also increased, and the habit of repurchasing with the same brand has gradually developed. Once users are satisfied with the previous consumption experience, they will naturally buy back habitually, and then become loyal users of the platform a little bit.

Summary:

From the above analysis, it can be found that Miyoupin has done a lot of optimization work on the platform in order to optimize its income model, constantly attracting new users through rice noodle circle users and large-scale advertising marketing, and improving the conversion rate of users’ orders and the unit price of customers through page design.

According to Xiaomi’s 2019 financial report, the total transaction volume (GMV) and revenue of Xiaomi’s premium e-commerce platform increased rapidly. In 2019, GMV exceeded RMB 10 billion. It can be seen that Xiaomi Youpin has done a good job in these two aspects.

5. Product iterative analysis

In order to analyze the version iteration of Xiaomi Youpin and deeply explore its iterative logic, the author iterates all the core versions of Xiaomi Youpin from V1.0.1 to V4.9.0 as follows:

According to the curve distribution of the cumulative download volume of Xiaomi Youpin on Kuchuan, it can be seen that the user growth curvature continues to increase from V1.7.0 (that is, from August 1, 2017), which belongs to a "J-shaped" curve, and the growth rate slows down in July 2020, which belongs to a mature period, so Xiaomi Youpin is divided into three stages for analysis:

5.1 The first stage: the product cold start stage-improve the basic functions and optimize the user experience.

On March 3, 2017, Xiaomi Youpin was separated from Mijia Mall and became an independent APP. It was separated from March 3, 2017 and went online to version V1.7.0 on August 1, 2017. This stage is the start-up stage of Xiaomi Youpin products. The main goal of this stage is to improve the basic functions and polish the user experience.

At the initial start-up stage, the e-commerce platform needs to complete the basic functions it needs as a shopping platform to meet the shopping needs of users and polish the user experience.

For example, the shopping cart can recommend goods for you, evaluate goods, apply for after-sales service, display selling point information, and the express information page can identify the courier’s phone number and dial it directly. At the same time, in order to facilitate users to log in conveniently and quickly, the platform has launched the one-click registration/login function of mobile phone and WeChat.

At the same time, the platform needs to drain and accumulate new users. In order to attract more new users, a new novice red envelope, a new invitation mechanism, and a Mijia Life Festival function have been added to attract users to register and pull new ones. At present, the platform is in the initial stage of establishment, and the platform is under pressure of funds and inventory, so the estimated delivery time of pre-sale goods is online.

In this way, the platform can flexibly adjust the inventory pressure of goods and improve the capital turnover rate according to the quantity and trend big data of pre-sold goods; With the increase in the number of users and the number of goods sold, it is inevitable that there will be a large number of after-sales demand. The application of after-sales function of Xiaomi’s self-operated goods to solve user problems has greatly improved the user’s shopping security experience.

It can be seen that at this stage, the download volume of Xiaomi products is slowly rising, the platform meets the basic shopping needs of users, and the basic functions are constantly improved, and the user experience is improved by polishing.

5.2 The second stage: rapid growth stage-positioning boutique e-commerce, optimizing functions, attracting new and retaining users.

From August 12, 2017 to July 24, 2020, with the version from V1.8.0 to V4.0.0, Mijia Youpin officially changed its name to Youpin, positioning and laying out an independent e-commerce platform for boutique life. This stage is the rapid growth stage of Xiaomi Youpin. At this stage, the scale of users continues to grow with a J-shaped curve. The main goal of this stage is to continuously optimize functions and experiences, retain old users, and attract new users to expand the number of users.

In terms of retaining old users, Xiaomi Youpin continues to optimize basic functions at the product level, including adding new star products, fully reducing shopping cart support, adding leaderboards on the home page, and brand-new classified pages, which further enhances the user experience.

At the same time, the platform has also been improved with some functions to enhance the user’s stickiness. For example, the product evaluation support picture can better let consumers show the photos of the purchased products, and the product evaluation support merchant reply function can better let merchants answer questions to consumers.

This can show the reply content to all consumers, and also answer questions to all consumers to a certain extent, and enhance the stickiness of user experience.

Xiaomi Youpin is positioned as a boutique e-commerce, mainly focusing on home smart technology products. These products have certain usage scenarios. Therefore, the personal center adds the AR ruler tool function, so users can measure the actual consumption scene space at home, and then decide whether the products meet their own needs, improve the user experience, and avoid the possibility of returning goods that do not meet the needs of users.

At this stage, the very important goal is to attract more new users, add new explosive products, new users can enjoy 150 yuan premium gift packages, and launch large-scale promotional activities at this stage, which has attracted a large number of users for Xiaomi’s products. Sharing goods with WeChat friends can be a good way to pull WeChat friends to Xiaomi.

In addition, at this stage, we can see the rapid increase of platform users and the continuous growth of commodity sales, which has also generated a large number of pre-sales and after-sales demands. The functions such as adding online customer service, robot customer service Mi Tu, and digital display on the after-sales process page can better solve the user’s problem needs and enhance the user experience; The increase of users also reveals the problem of third-party payment. Different users have different payment habits, and UnionPay China Unionpay Quick Pass is added to the payment method to improve the diversity of payment.

From the data point of view, at this stage, the download volume of Xiaomi Youpin shows explosive growth, and there is no sign of slowing down, indicating that a series of actions of Xiaomi Youpin at the product level and operation level have achieved very good results at this stage.

5.3 Stage 3: Maturity Stage-Maintain old users and continuously attract new users.

From August 24, 2020 to now, the version has been continuously updated from V4.1.0 to V4.9.0, which is the mature stage of Xiaomi Youpin. At this stage, the scale of users continues to grow, and the growth rate begins to slow down. The main goal of this stage is to continue to optimize functions, maintain old users, and continue to attract new users.

For example, new credit card installment payment is supported to build a multi-channel payment method, and at the same time, there are activities such as 11.11 discount activities and shopping vouchers for the New Year Festival to meet the needs of users for cost-effective shopping. These are the basic functions to improve the shopping of e-commerce platforms and continuously optimize the consumer shopping experience of users.

On the whole, through the iterative analysis of the above versions, it can be seen that the goal of Xiaomi Youpin in each stage is very clear, and the overall planning rhythm of Xiaomi Youpin is very good.

First of all, in the first stage, the focus is on improving the basic functions of the product and optimizing the user experience. The goal of this stage is not to acquire a large number of users, but to improve the basic functions of the platform to meet the basic needs of the platform and users.

In the second stage, the basic functions are basically perfect, the user experience tends to be stable, the functions are continuously optimized, the shopping scenes are continuously enriched, the user experience is improved, and users are attracted through large-scale operation activities;

In the third stage, the product has entered a mature stage. In order to maintain old users and continuously promote new users, we constantly optimize functions and continue related activities to enhance the user experience.

6. Product structure analysis

In the iterative analysis, we analyzed the iterative steps of Xiaomi’s product functions. Next, let’s take a look at what these functions meet the needs of users and how they are distributed throughout the app. This is mainly analyzed through product structure.

The following figure shows the product structure brain diagram of Xiaomi Youpin V4.9.0:

In order to facilitate the analysis, the author will get the following table by reorganizing the product structure of Xiaomi Youpin according to users, scenarios, needs and functions:

Because the main target users of Xiaomi Youpin mobile terminal are consumers, it focuses on meeting the potential needs of consumers.

When consumers use Xiaomi, there will be three scenarios:

1. Before buying: the main goal of consumers is to know the products they are interested in (product details, product evaluation, etc.) and the latest activities.
2. In the process of purchase: the main goals of consumers are to confirm the delivery address, whether there are discounts and choose the payment method.
3. After purchase: the main goal of consumers is to check whether the purchased goods have been delivered, check the logistics process, and whether it is convenient to return or exchange goods when the goods are not suitable and sell them in time.

6.1 Scenario 1: What are the needs of consumers before purchasing and what functions do Xiaomi have to meet this demand?

There are two main target users of Xiaomi’s products before purchase: those who definitely buy the target products and those who don’t.

For users with clear purchase goals: the target products they want to search are very clear. What these users need is to find the target products quickly. They can find the required products through the search box at the top of the home page or come to the classification page through detailed navigation and classification. In addition, the product details page, evaluation and asking everyone module help users to know more about the target products they want to buy.

When users want to know more about product quality and get more detailed product information, in addition to the module of checking product details, evaluating and asking everyone, there is a module of taste evaluation circle, which contains the use experience and evaluation of products by researchers of various products, so that users can have a comprehensive understanding of products.

For users who don’t have a clear purchase goal: they don’t have a clear purchase goal and want to browse around casually. Xiaomi Youpin provides a "guess what you like" module, and sets a one-click direct function from home page to guess what you like, so that users can quickly find this module to browse, which is convenient for users to choose products of interest without a purchase goal.

At the same time, the platform provides a carousel of activities, spikes, limited time snapping and the entrance to the event venue, etc., and puts them in the most conspicuous home page position, so that users can intuitively see the latest activities.

In addition, Xiaomi Youpin has set up a "Taste" page in the bottom navigation bar, in which there are the experience and recommendations of researchers on various products, users can learn about product information on this page, and at the same time improve the conversion rate of users.

With the development of 5G Internet technology, online live broadcast has developed rapidly, and the platform has also launched the "live broadcast with goods" module, which better shows the usage mode and scene of goods and brings users a quality shopping experience.

6.2 Scenario 2: What are the needs of consumers during purchase and what functions Xiaomi Youpin uses to meet this demand?

When a user selects a favorite product and decides to buy it, the user can click "Buy" directly from the details page or enter the settlement page from the shopping cart. At this time, the user’s focus turns to coupons, adding/replacing/confirming the delivery address, selecting the payment method, checking the payment amount and so on.

At the same time, in the "shopping cart", the product focus is marked red to collect orders, get coupons and red envelopes, which helps users get the maximum preferential strength and enhance their shopping pleasure.

In addition, some users will ask for an invoice. For these users, an invoice type module is also provided on the payment page.

6.3 Scenario 3: What are the needs of consumers after purchase and what functions Xiaomi Youpin uses to meet this demand?

After placing a successful order, the user’s main goal is to check whether the purchased goods have been delivered, check the progress of logistics, and whether it is convenient to return and sell them in time when the goods are not suitable.

According to the needs of users in this scenario, the platform provides the modules to be delivered and received, transaction logistics function, refund/after-sales module, after-sales service and online customer service module.

After receiving the product, users can evaluate the product and recommend it to everyone. Xiaomi Youpin provides an "evaluation" module, which allows users to evaluate the product quickly. On the other hand, if users want to evaluate this product in depth, they can publish their detailed use experience through the taste page.

After receiving the goods, if users are not satisfied and need to return them, they can inquire and apply for after-sales in the refund/after-sales and official customer service modules.

From the above analysis, we can find that the functional design of Xiaomi Youpin can well meet the needs of users in three scenarios before, during and after purchase, and the page design is indirect and beautiful, and Xiaomi Youpin has some innovative and personalized functions.

For example, one-click direct guessing that you like intelligent recommendation function, taste evaluation function, asking everyone, etc., reflects that Xiaomi Youpin, as a boutique e-commerce, attaches great importance to user experience, and its distribution is reasonable, concise and clear, and it can be said that it is an excellent product in functional design.

7. Operation path analysis

Regardless of product operation, they all have the same goal: increasing users and gaining profits. So how does Xiaomi Youpin operate this product and grow rapidly in a short time? Since the establishment of Xiaomi Youpin, according to AARRR model, the author sorts out the main operation activities as follows.

7.1 Acquisition

Xiaomi Youpin has just been established for a few years, and it needs some operational activities to pull new products. In order to pull new products, Xiaomi Youpin mainly adopts the following methods:

7.1.1 Mode 1: celebrity endorsement

• On May 9, 2019, Jay Chou endorsed the SpearHead VR esports headset;
• On June 5, 2019, Kevin Yan endorsed the razor;
• On July 19, 2019, Eddie Peng Yuyan endorsed the car refrigerator;
• On July 22nd, 2019, Yang Yang endorsed the four-piece bedding set of Mi Tu.

7.1.2 Method 2: Products are embedded in movies, popular variety shows with titles, movies and TV advertisements.

• On July 27, 2018, the film "The Richest Man in Xihong City" jointly produced by Xiaomi Pictures was implanted with advertisements, and products such as Mijia electric toothbrush and Xiaomi bedside lamp were implanted into the film;
• On October 5, 2018, Xiaomi Youpin and inFace jointly sponsored the new film "Finding You" produced by Huayi Brothers Film Co., Ltd.;
• In December 2019, Xiaomi had the idea of using "old bottled new medicine" and remake the classic advertisement "New Cover and Middle Cover".

7.1.3 Mode 3: Cross-border cooperation

• In May 2018, Xiaomi Youpin reached a strategic cooperation with Country Garden Bijia;
• In September 2018, Xiaomi Youpin strategically cooperated with the standardized home improvement brand Love Space;
• On November 6, 2018, Xiaomi Youpin officially settled in JD.COM, which strongly helped JD.COM Double Eleven Global Good Things Festival;
• On November 21, 2018, Xiaomi Youpin joined the "three-screen joint exhibition" model, landed with a third-party brand, and spoke for the China brand across the continent;
• In January 2019, Xiaomi Youpin and Meituan’s hazelnut B&B jointly created a warm and intelligent family "Xiaomi Youpin Home";
• In April 2019, Xiaomi Youpin Pudong Development Bank Youpin Heart Card was officially released;
• In September 2019, Xiaomi Youpin officially settled in the pocket mall of Guangfa Bank;
• In November 2019, Xiaomi Youpin and Maotai Group reached a consensus on new retail;
• In December 2019, Xiaomi Youpin Platform and Indiegogo, a well-known overseas crowdfunding platform, announced a strategic cooperation;
• On October 5, 2020, Chivas Regal settled in Xiaomi Youpin, which was an upgrade of scientific and technological innovation to promote comfort.

7.1.4 Mode 4: Helping public welfare activities

• In October 2017, Xiaomi Youpin joined hands with Han Hong Charity Foundation and Haiquan Fund to raise 2 million donations for the elderly in Tibetan areas.
• In February 2020, 40 caring merchants of Xiaomi Youpin Linkage Platform provided 62 kinds of living materials to 5 hospitals in Wuhan.
• On April 3, 2020, Xiaomi Youpin launched "Helping Hubei Food Specials" to help Hubei specialty sales. At the same time, Xiaomi Youpin will launch support policies for enterprises in Hubei, and cooperative enterprises and intentional cooperative enterprises in Hubei will enjoy a 50% discount on commission within six months.

7.2 Activation

After Laxin obtains the user to download and register the app, it needs some operations to activate the user to open the app and participate in it, thus enhancing the user’s activity. Xiaomi Youpin’s methods to enhance the user’s activity are mainly in the form of some operational activities:

• Xiao mi you pin zhong Chou
• Pinpin spike
• Shangxin selected
• Everyday welfare, etc.

7.3 Improve Retention

After promoting user activity, it is necessary to improve the retention rate of users, attract and retain users or even save lost users through operational activities, so as to continuously create value for the platform. In order to improve the retention rate of users, Xiaomi Youpin mainly does the following things: Xiaomi Youpin signs in daily, earning 150 for 15 consecutive days and 300 for 30 consecutive days.

7.4 Share communication (Revenue)

In order to guide users to spread spontaneously, Xiaomi Youpin has mainly done the following things:

• Newcomer invitation mechanism, old users invite friends to download Mijia Youpin App, and new users can get coupons after activation;
• Share goods with WeChat friends and associate them with applet cards;
• Explosive products are grouped together, and 5 people are grouped together, enjoying ultra-low discount.

7.5 Raise income (Refer)

As for the method of increasing income, we have introduced it in detail in the part of business value analysis, so I won’t repeat it here.

Step 8 summarize

Through the overall analysis of the boutique e-commerce market and Xiaomi’s products, we can draw the following conclusions:

1. Driven by factors such as policy, economy, social culture and technology, in recent years, the quality e-commerce industry has stood on the fast track, developed rapidly, and the market has been expanding, and will continue to maintain a certain high growth rate in the next few years.
2. In the quality e-commerce industry, Xiaomi Youpin has obvious advantages in enterprise revenue and user scale. In 2019, Xiaomi Youpin broke through RMB 10 billion, belonging to the first echelon; And compared with direct competing products, Xiaomi has an advantage by relying on the strong and loyal rice noodle circle of Xiaomi brand, which makes it rise rapidly in just three years after its establishment, quickly opening up the gap with its competitors and occupying a place in the e-commerce industry. Moreover, Xiaomi has products and strictly controls SKUs, making it easier to control goods and create explosions.
3. In the boutique e-commerce industry market, there are mainly three participants: consumers, merchants and platforms. If the platform wants to achieve rapid development, it must meet the needs of consumers and merchants, and at the same time "please" children, so as to continuously generate user value.
4. The quality e-commerce business of Xiaomi Youpin’s core business. In order to maintain the positive growth of revenue, first of all, Xiaomi Youpin constantly obtains new users through various methods such as Xiaomi rice noodle circle, advertising and activity promotion; Secondly, a lot of optimization and improvement have been made to the platform to optimize the shopping experience. Through the page design, the conversion rate of users’ orders (showing cost-effectiveness, creating popular reputation, creating commodity scarcity, comparing taste evaluation, etc.) and the unit price of customers (free freight, full reduction of coupons, and recommended goods) have been improved.
5. On the whole, the development of Xiaomi Youpin has been divided into three stages since its establishment, and the overall planning rhythm is very good. First of all, in the first stage, the focus is on improving the basic functions of products, meeting the basic needs of platforms and users, and optimizing the user experience. In the second stage, the basic functions are basically perfect, the user experience tends to be stable, the functions are continuously optimized, the shopping scenes are continuously enriched, the user experience is improved, and users are attracted through large-scale operation activities. In the third stage, when the number of users reaches a certain scale, it will enter a mature stage. In order to maintain old users and continuously promote new users, we will continue to optimize functions and continue related operational activities to enhance the user experience.
6. The target users of Xiaomi Youpin mobile terminal are consumers, so all functional designs are centered on meeting the needs of consumers. When consumers use Xiaomi’s products, there will be three scenarios: before purchase, during purchase and after purchase. By combing the structure and function of Xiaomi Youpin, we can find that it can meet the shopping needs and experience of users. A good user experience is the vitality of a product.
7. Operation is very important for the development of a product. The rapid growth of Xiaomi Youpin can not be separated from operation activities. It can be seen that Xiaomi Youpin has done a lot of work in innovation, promotion, retention and self-dissemination, and the effect is good at present.

Above, the author systematically analyzes the reasons behind the rise of Xiaomi Youpin from seven parts: industry, competing products, user value, commercial value, product iteration, product structure and operation. It can be seen that no product can succeed casually, and it must be the comprehensive effect of internal and external reasons such as "the right time, the right place and the right people".

9. Future Outlook/Optimization Suggestions

Through the above analysis, we understand the reasons for the rapid rise of Xiaomi Youpin. Where will it go in the future? Next, the author will use SWOT model to systematically analyze the future development of Xiaomi Youpin.

From the above analysis, we can see that if Xiaomi has good products, it will continue to develop.

1. First of all, we must continue to optimize the user experience, such as after-sales problems and bad reviews, which is an important support for obtaining long-term users and retaining consumers;
2. As a platform based on intelligent hardware products, Xiaomi Youpin relies on Xiaomi, ecological chain and the powerful ecological chain system of third-party enterprises to build an intelligent industrial chain of smart homes, preempt the layout of competitors, acquire users and improve user stickiness;
3. With the development of 5G technology and the rapid rise of content e-commerce, live broadcast has developed rapidly. Xiaomi has products to enhance the user experience of its live broadcast and gain traffic.

This article was originally published by @ Fu Xiansen Product Wang. Everyone is a product manager. Reprinting is prohibited without permission.

The title map comes from Unsplash and is based on CC0 protocol.

　　[Aika Auto Domestic New Car Original]

　　On March 18th, GAC Chuanqi GS4 family welcomed a new member — — Chuanqi GS4 MAX, this 100,000-class home SUV was officially unveiled. Chuanqi GS4 MAX is completely new in design, offering four exterior colors and two interior color matching options. The power is equipped with a powerful 1.5TGDI+7WDCT powertrain, which can release the maximum power of up to 177 horsepower.

　　The design of Chuanqi GS4 MAX shows the majestic momentum like Kirin, and the matrix green ladder grille looks atmospheric and steady. Its LED headlights adopt a new lighting unit, which not only has a lighting distance of 150 meters, but also has a wider, brighter and more far-reaching lighting range. In addition, the new car also provides four kinds of nano-scale color-changing pearlescent paints: starry night black, bright moon gray, super star silver and snowy white for consumers to choose from.

　　Seen from the side, Chuanqi GS4 MAX’s body lines are smooth, the overall shape is tall and slender, and the cutting profile adds a strong sense of muscle to the body. The concealed door handle that comes standard in the whole system enhances the fashion sense of the whole vehicle. The tail design is also brilliant. Changhong penetrating LED taillights and double-layer light strip modeling make the new car highly recognizable. At the same time, the design of hollow rear spoiler and tail diffuser gives this car a strong sporty atmosphere. In terms of body size, its length, width and height are 4685×1901×1690mm respectively, and its wheelbase is 2750 mm.

　　In terms of interior, Chuanqi GS4 MAX takes modern and simple design as the core, and provides two interior themes, morning milk coffee and chestnut walnut, which create home-oriented, healing and calm and luxurious visual effects respectively. The new car is equipped with an ADiGO SPACE super interactive intelligent cockpit and a 14.6-inch giant screen technology screen, which supports intelligent AI voice control and multi-mode interaction in the whole scene, achieving a 100% visible and ready-to-speak operation experience, while the voice also supports the function of reading pictures and speaking words. GAC Rubik’s Cube covers a variety of official scenes, and supports user’s customization. It can easily control various car control and entertainment operations in the cockpit with only one voice command.

　　Chuanqi GS4 MAX comes standard with panoramic canopy and electric sunshade. The interior of the car is spacious and comfortable, the seat is designed with zero pressure, the fabric is made of exquisite leather materials specially developed, the main driving seat supports 6-way electric adjustment, and the front seat cushion and backrest also have heating function. The back of the rear seat can be adjusted and can be laid flat, which fully meets the diverse space needs of users. The trunk volume is 638L in normal state, and it can be expanded to 1586L after the two rows of seats are laid down, and the maximum depth can reach 2m.

　　In terms of configuration, Chuanqi GS4 MAX adopts an embracing 8-airbag design, including front front airbags, front side airbags, penetrating side air curtains and rear side airbags, covering 10 positions in the car in all directions, providing passengers with all-round safety protection. An electronic child lock is integrated on the main driver’s door panel, which is convenient for the driver to control the locking of the rear door and window with one button. In terms of intelligent driving assistance, the new car is equipped with Chuanqi ADiGO PILOT system, and the whole system comes standard with eight L2 intelligent driving assistance functions, including AEB automatic emergency braking, FCW collision warning, ACC adaptive cruise and many other functions, which improve the safety and convenience of driving.

　

　　In terms of power, Chuanqi GS4 MAX is equipped with a powerful 1.5TGDI+7WDCT powertrain, in which the maximum power of the 1.5T engine is 177 HP (130kW) and the peak torque is as high as 270 Nm. The official fuel consumption of WLTC is 6.8L/100km, and that of NEDC is as low as 6.4L/100km. In terms of chassis, the new car adopts the front McPherson independent suspension and the rear multi-link independent suspension, with a minimum turning radius of only 5.4m, and the Elk test score reaches 78 km/h.. It is worth mentioning that the new car also adopts an adaptive dynamic control system, which integrates EMS, TCU, ESP and other technologies to bring drivers a more sensitive and safe driving experience.

Wonderful content review:

Chuanqi New Energy E Series sold more than 10,000 vehicles in December.

Test Drive Chuanqi New Energy E8 to Build the Ceiling of Home MPV

22.98-26.98 million yuan Chuanqi ES9 was officially listed.