分类归档 xiyu

　　Caption: At the debate scene, two people on the left are the positive Bai Bangrui and McMaster, and on the right are the opposing Ma Kaishuo and Wang Huiyao; In the voting before and after the debate, the opposing side finally won by 2%.

　　[Special correspondent of Global Times in Canada Lu Ou, special correspondent of Global Times Cao Ming] On the evening of May 9, local time in Toronto, Canada’s famous political debate platform — — "Munk Debates" was held with the theme "Is China a threat to the liberal international order?" The debate on the theme has aroused widespread concern in Canada and the United States. On the one hand, McMaster, former assistant to the President of the United States for national security affairs, and Bai Bangrui, author of "Centennial Marathon" and director of China strategic research at the Hudson Institute in the United States, think that China is a "threat"; on the other hand, Ma Kaishuo, a professor at the National University of Singapore and former rotating chairman of the United Nations Security Council, and Wang Huiyao, founder and director of the China Globalization Think Tank (CCG), refute the former view. There were about 3000 spectators at the scene. Before the debate began, the pros and cons voted, and after the debate, they voted again. Comparing the results of the two votes, the party with increased support rate was the winner. After three hours of heated debate, Ma Kaishuo and Wang Huiyao finally won the debate by a narrow margin.

　　Through deliberate exaggeration and false accusations, McMaster and Bai Bangrui wantonly attacked my domestic and foreign policies.

　　As the positive side of this debate, McMaster and Bai Bangrui, who hold the position that "China will threaten the free international order", mainly hold the following views:

　　First, the West has long pursued a policy of engagement with China, but it has been "cheated" by China. In the past 30 years, based on the assumption that China will not threaten the free international order, but will realize economic and political liberalization, the West has contacted China and invested heavily in it and trained its personnel. However, China is trying to dominate the new international order and rules. When China joined international organizations, it made many promises, but failed to fulfill them. For example, when it joined the World Trade Organization (WTO), it promised to open the market, but then used the market to force foreign companies to transfer technology. It also asked them to support China on issues such as Tibet and Taiwan Province and serve China’s foreign policy. China conducts systematic commercial espionage and steals sensitive technologies and intellectual property rights in key economic sectors and military fields to promote its own economic growth.

　　Second, China’s "dictatorship" has caused "damage" both at home and abroad. China government uses high-tech means to carry out monitoring, build a "police state", suppress ethnic minorities and religious figures and put them in "concentration camps"; Arrest rights lawyers and scholars and suppress the student movement; Strengthen media and news censorship and carry out anti-western propaganda; The establishment of a "social credit system" is essentially to increase the monitoring of the people in various fields. This system not only damages the freedom of people in China, but also damages the freedom of people in other countries. After Meng Wanzhou was arrested on suspicion of bank fraud, China kidnapped two Canadian citizens. The Communist Party of China (CPC) is exposing its "dictatorship" nature every day, and the people of China are increasingly awakening, hoping to escape from China.

　　Third, China exported the "dictatorship" model through the Belt and Road Initiative. Thirty-three countries have suffered unsustainable debts due to the Belt and Road Initiative, and eight countries are in deep crisis, including Venezuela, Ecuador, Cambodia and Zimbabwe. China tried to rebuild the historical tributary system and vassal relationship with China, undermine the sovereignty of other countries and challenge the international order. The United States, Canada, Japan, Australia and New Zealand should adhere to the "high" standard, hedge the "Belt and Road" and provide alternative financing options for other countries. China’s export of "dictatorship" mode is not a matter between China and the United States or between China and Canada, but a competition between a free and open society and a dictatorial closed system.

　　4. China ignores international rules and undermines the free international order. China’s militarization in the South China Sea is aimed at excluding the United States, intimidating regional countries and monopolizing the South China Sea, which violates relevant international laws and rulings of international courts. China’s "National Intelligence Law" requires enterprises to cooperate with the government’s intelligence work and obtain the communication data of the United States and Canada through China Communication Company, which has settled in North America. China’s global communication system poses a threat to data privacy, and any rational government should not allow China to build communication facilities for it. China allowed the export of fentanyl to the United States and Canada, resulting in a large number of deaths in the United States and Canada. The European Commission believes that China is a systemic competitor by pursuing different governance models. China’s neighbors, including Japanese and Indian, also regard China as a threat to the liberal international order. China has increased its defense expenditure and deployed a large number of medium-range missiles without being bound by Intermediate-Range Nuclear Forces Treaty, which has aroused Russian concern. China has also created a crisis of confidence among western countries, making it difficult for them to agree on China.

　　Ma Kaishuo and Wang Huiyao believe that China is the beneficiary and contributor of the international order, and the United States is the destroyer.

　　As the other side of the debate, Ma Kaishuo and Wang Huiyao argued and refuted the "China threat theory" with facts. Their arguments are as follows:

　　1. China is a beneficiary of the liberal international order and does not want to overthrow it. China’s GDP was only 1/10th that of the United States in 1980, but in terms of purchasing power parity, China’s GDP has surpassed that of the United States in 2014. In the past 30 years, China has risen from poverty to the second largest economy in the world, thanks to the free international order. This order has two advantages for China: first, sovereignty, that is, each country can decide its own behavior and future; The second is rules, which determine what can and cannot be done in international affairs. As the world’s largest trading country, if the rules-based international order collapses, China will suffer huge losses, so China has no intention of threatening the free international order. At present, China’s primary concern is to maintain domestic stability and development, not to build new international rules and order. As its strength grows, China’s international influence will inevitably increase, and it hopes to gain more respect. In the past 2000 years, China and India have been the top two economies in the world for the first 1800 years, and the West has only emerged as the leading power in the world in the past 200 years. However, the western countries’ foreign strategic mistakes led to the decline and end of their dominant position. The return and re-emergence of China and India’s strength is a historical necessity, and the West should accept this reality.

　　Second, the United States is the biggest threat to the free international order. The post-war international order dominated by the west has indeed brought benefits to the world, but the danger of collapse facing this order at present is not "homicide", but the "suicide" of the creator. Ma Kaishuo repeatedly quoted his best-selling book "Did the West Fail?" in the debate. The point of view in ". He once pointed out in his book that the West has made three strategic mistakes in the past 30 years: First, it has treated the Islamic world wrongly. Western military forces led by the United States intervened in the internal affairs of many Islamic countries and underestimated the power of Islamic religion, which caused a strong rebound. Second, after the Cold War, the West was immersed in the joy of "the end of history", blindly arrogant, humiliated Russia, and insisted on promoting NATO’s eastward expansion, which stimulated Russian nationalism and led to the rise of political strongman Putin. Third, it did not respect the principle of sovereignty, extended its hand everywhere, promoted Western-style democracy and freedom in many countries around the world, and instigated the "color revolution", which triggered the resentment of non-Western countries against the hegemony of the United States and the West, and also caused the strength of the West to be overdrawn.

　　China is willing to accept major international agreements, cooperate with other countries under the framework of the United Nations, make more contributions to the United Nations, and become a key supporter in tackling climate change, WTO reform and other issues. China is the only big country that has not waged war with foreign countries in the past 40 years. China has the military strength to recover the South Island Reef, but it chooses to abide by the "rules of the game". In contrast, the United States undermined the authority of the United Nations, undermined the operation of the International Atomic Energy Agency, withdrew from the Iranian nuclear agreement, obstructed the WTO reform process, and constantly "retired" and became a country that openly opposed multilateralism. From a military point of view, even in the last year of Obama’s term as President of Peace, the United States dropped 26,000 bombs on seven countries. When there was a dispute between Canada and the United States over the legal status of the Arctic Northwest Passage, the Canadian government was busy producing legal evidence and documents to prove that the relevant waters belonged to Canada, but the United States responded by sending destroyers directly to the waters. Many countries took the United States to the international court of justice when they had disputes with the United States, but the United States chose to ignore the relevant rulings. In this way, the United States sets an example for all countries to abide by international law, and at the same time, it constantly accuses China of violating international law.

　　Large American internet companies like Facebook ignore the rules and often choose the former when weighing profits and protecting users’ privacy. It affected the Brexit referendum and destroyed British democracy by putting lies into user accounts. Therefore, it is very necessary to strengthen supervision. In the free international order, to solve this problem, all countries need to jointly establish multilateral network operating rules, so that big companies such as Facebook and Huawei can act according to the rules. But the first country to oppose this is the United States, because it has the strongest monitoring ability in the world and does not want its own ability to be limited.

　　Third, the United States should listen more to the voices of the whole world and work with China to safeguard a free international order. There are 7.5 billion people in the world, but only 12% live in western countries, and the rest live in non-western countries. Therefore, the western "one-sided view" can’t completely and objectively reflect China’s real international behavior, but also depends on the views of another 88% of the world’s population. In fact, these people welcome the rise of China and are willing to cooperate with China for mutual benefit. The United States may not join the "Belt and Road Initiative", but many countries are waiting in line to join.

　　Small and medium-sized countries all want to uphold international law, and international affairs are decided by neutral institutions, not by superpowers unilaterally. As the United States continues to withdraw from multilateral agreements, what other countries need to do is to jointly safeguard multilateral order. If the United States really wants to maintain a free international order, it should show its sincerity to China and its willingness to strengthen the free international order, and set an example as the world’s number one power, instead of exploiting the loopholes of international law for its own self-interest. Ma Kaishuo in "Did the West Fail? It is pointed out that the West should adopt the "3M" strategy in order to achieve strategic extrication: First, it should adopt Minimalism, fight less and interfere in other countries’ affairs with less force; Second, embrace "Multilateralism", accept the fact that western power is declining, understand the ideas of non-western countries, and cooperate with other countries to strengthen the authority of global multilateral organizations and improve their efficiency; Third, the implementation of "Machiavellianism" and the use of "strategic cunning" to protect long-term interests and create a society that can improve people’s well-being. The biggest problem in the west now is that it doesn’t know itself, and it doesn’t realize that its strength is decreasing.

　　4. Undeniably, China still faces many challenges in improving human rights, but it has made great achievements. Decades ago, people in China had a poor livelihood, and no one even traveled abroad. But now the situation has changed, and the life of China people has greatly improved. Now, there are 134 million outbound tourists every year. However, western countries always look at problems with "black and white" thinking. American human rights standards are indeed higher than China’s, but this does not mean that American society is progressing and China society is regressing. In fact, in the past 30 years, the United States is the only major developed economy where the average income of low-income groups has declined. Two-thirds of American families can’t afford $500 in emergency cash. The United States is also the first developed country to use torture to extract confessions again. Look at Guantanamo.

　　The great debate about China is an intuitive embodiment of the repositioning of the rising China in the West.

　　This debate reflects that major western countries such as the United States and Canada are paying close attention to China’s role and future direction as China’s strength approaches the United States and is poised to surpass it. The debate about China in the whole society is an intuitive embodiment of its repositioning of the rising China, and it is expected that there may be similar debates in the future. At the same time, it also reflects the following specific trends:

　　First, the United States and its major western allies still have a high degree of consensus on the issue of "China threat". Before the debate, the audience voted that the proportion of "China is a threat to the free international order" reached 76%, while that of "is a threat to the free international order" reached 24%, reflecting that the "China threat theory" still has a high degree of identity in Canada and other major US allies. Most of the viewpoints in the debate between McMaster and Bai Bangrui are deliberately exaggerated and false accusations, which shows that the sense of urgency and anxiety in the US strategic community is rising with the narrowing of the strength gap between China and the United States and the expansion of strategic competition. Any move by China to develop its strength, even if it was not intended to be directed at the United States, was regarded as a threat by the United States strategically. For this reason, McMaster and his wife tried their best to play up China’s threat and damage to Canada, divide and alienate China-Canada relations, hold and consolidate the western United front, and rally around me.

　　Second, Canada and other medium-sized countries have a rising sense of confusion in the current evolution of the international structure. At present, the relationship between Canada and China has fallen into a trough because of the Meng Wanzhou case, and at the same time, differences with the United States have increased on many issues such as economy, trade and diplomacy. Canadian society and academic circles hope to clarify Canada’s position and direction in the future international structure through such big debates. With the intensification of the strategic game between China and the United States, there may be more middle-power countries facing the dilemma of whether and how to choose sides between China and the United States, and the debate on the game between China and China and the United States will further heat up.

　　Third, there is still room for public diplomacy and public opinion guidance. Ma Kaishuo’s point of view is supported by both strategic analysis and specific figures, which has had a positive impact on the audience. After the debate, the proportion of the audience who thought that "China is not a threat to the free international order" rose from 24% to 26%.

At present, under the fierce competition in the mobile music client market, Netease Cloud Music has increased its competitive chips by arranging videos, musicians, advertisements and live broadcasts. The obvious benefits also affect the experience of some users. At the same time, copyright issues have also led to the reduction of its users. But overall, Netease Cloud Music can still occupy a large share in the market with its strategic positioning of "music+social".

According to the data of iiMedia Research, the mobile music client industry in China continues to develop steadily, with the number of users reaching 533 million in the third quarter of 2018 (see Figure 1).

Figure 1: The scale of music client users in the third quarter of 2018 (data from Ai Media Consulting)

This data, the test report in the first quarter of Ai Media Consulting was 514 million (an increase of 1.78% compared with the fourth quarter of 2017, see Figure 2 for details). Although it has been predicted in the first quarter report of Ai Media Consulting that the user scale of mobile music client in China is gradually saturated and the market structure is stable, the user scale is still slowly expanding.

Figure 2: User scale of mobile music client in China from 2016Q1-2018Q1 (data from Ai Media Consulting)

According to the monitoring report of mobile music client in China in the first half of 2018, 66.7% of the interviewed mobile music client users are willing to pay for products or services in the client in the first half of 2018. With the increase of users’ willingness to pay for copyright, the competition of music platforms has gradually increased from single-point competition such as copyright and content to all-platform and all-field ecological competition.

To sum up, the market scale in China mobile music client industry is slowly expanding, and users’ willingness to pay is increasing. Moreover, the competition in the mobile music client industry in China has gradually shifted from copyright to pan-entertainment eco-competition in all fields.

In the mobile music client industry in China, the current camps have been basically stable. Since the advent of Cool Dog in 2004, Netease Cloud Music was born in 2013, and it quickly occupied the market as a dark horse. The scale of the mobile music client industry in China basically formed a three-legged pattern: Tencent Music (TME, including QQ Music, Cool Me Music and Cool Dog Music), Netease Cloud Music and Ali Music (including Xiami Music and Everyday Music).

As of July 2018, according to Quest Mobie data (see Figure 3 for details), the monthly user scale of online music industry top5APP is occupied by these three camps. Among them, TME harvested the top three.

Figure 3. Monthly user scale of online music industry top5APP (data from QUEST MOBIE)

All the above are the general situation of the whole industry.

So what is the situation of the whole industry for Netease Cloud Music? We can see this from three figures (Figure 3, Figure 4 and Figure 5).

Figure 4 Changes in the number of people who overlap Tencent Music APP and Netease Cloud Music and the exclusive rate (data from QUEST MOBIE)

Figure 5 Comparison of main application indicators between Tencent Music and Netease Cloud Music APP in July 2018 (data from QUEST MOBIE)

Figure 3 We can see the volume gap between Netease Cloud Music and Tencent Music. In Figure 4, we see that from July 2017 to July 2018, the number of people who have Netease Cloud Music and Tencent Music has increased (that is, the number of people who have Netease Cloud Music Halo and TME products has increased). As can be seen from Figure 5, Netease Cloud has a high music retention rate and unloading rate.

Then according to the differences between Netease Cloud Music and Tencent Music in the past, we can draw a conclusion:

The reason why Netease Cloud Music overlaps with QQ music users is that the Copyright Bureau intervened in February this year, which made the copyright exchange between Netease Cloud Music and TME reach at least 99%. The difference of 1% (Tencent’s unique copyright is about 5 million, and 1% of the copyright is about 50,000 songs) leads to a decline in the user experience, which leads to such a high 7-day retention rate of Netease Cloud Music. The unloading rate is also so high.

Another data can also reflect the correctness of the high conclusion from the side (see Figure 6 for details).

Figure 6 (the first quarter of 2018) Nearly 80% of users are accustomed to using multiple digital music apps at the same time (data comes from Bida Consulting)

Figure 6 shows that it is difficult for a single APP to meet all the needs of users.

The reputation of Netease Cloud Music (especially in song list recommendation and UGC) has always been very good, but users actually install multiple softwares, which also proves from the side that the reason why the user scale of Netease Cloud Music is limited is the copyright limitation.

As mentioned earlier, the user volume of Netease Cloud Music is far less than that of TME, but Netease Cloud Music has always been the growth of users with the difference of "music+social" and the support of some die-hard fans.

As mentioned above, it is precisely because of the difference of "music+social interaction" that Netease Cloud Music will not become a niche APP even though its copyright is restricted. It occupies the fourth place in the total number of users, far higher than Xiami Music.

Then, what are the advantages of Netease Cloud Music in the current situation of obvious disadvantages?

As product people, we prefer the following data to prove the existence of advantages, and then analyze the advantages and make iterative updates for future products.

1.3.1 User activity

User activity is one of the standards that can best reflect the quality of a product. It measures the user’s attitude towards the current product.

According to the comparison between QuestMobie’s list of monthly users in online music industry in July 2018 (Figure 7) and the list of monthly users in online music industry in July 2017 (Figure 8), it is obvious that Netease Cloud Music has the fastest growth rate in this year, and it has already threatened a cool music in TME.

It can be seen that the obvious shortcoming of Netease Cloud Music-music copyright issue has not caused a fatal blow to Netease Cloud Music. The current layout of Netease Cloud Music is also successfully bridging the gap, but the gap is still very large.

Figure 7 (the same as Figure 3) The monthly user scale of online music industry in July 2018 top5 APP (data from QUEST MOBIE)

Fig. 8 Monthly users of online music industry in July, 2017 top10 APP (data from QUEST MOBIE)

1.3.2 User stickiness

User stickiness reflects another dimension of the product: loyalty to the product.

As we saw earlier, Netease Cloud Music has a higher 7-day retention rate and a higher uninstall rate than other top five apps. We analyzed it because of the copyright issue of Netease Cloud Music. Then, the user viscosity can let us clearly see how many users are loyal powder.

According to the comparison of the monthly average usage times and activity rates of Tencent Music and Netease Cloud Music APP in July 2018 (see Figure 9 for details), we can clearly see that compared with TME, Netease Cloud Music has no disadvantage in terms of monthly average usage times and activity rates, and even has more advantages in combination.

This represents the current operation mode of Netease Cloud Music (the core is "music+social"). In the case of short-board copyright, the user’s loyalty is still not worse than the other three, and even has an advantage.

Figure 9 Comparison of main application indicators between Tencent Music and Netease Cloud Music APP in July 2018

1.3.3 User coincidence degree

The user coincidence degree we analyzed earlier represents the situation that Netease Cloud Music and other APP functions complement each other.

The higher the degree of overlap, the higher the degree of functional complementarity (see Figure 10 for details), and the higher the possibility of being irreplaceable.

We mainly analyze the number of overlapping users between Netease Cloud Music and TME. The higher the overlap, the greater the possibility of representing Netease. The following figure shows that the overlap between Netease Cloud Music and TME is increasing from July 2017 to August 2018. Although their respective layouts have changed, the advantages and disadvantages of APP are obvious, but at present, from the point of view of coincidence, Netease Cloud Music does not have the conditions to beat TME, but the market will not be eaten by TME.

Figure 10 Changes in the number of people who overlap Tencent Music APP and Netease Cloud Music and the exclusive rate (data from QUEST MOBIE)

And a very interesting thing happened here. Netease Cloud Music not only has an increased overlap with TME, but also has an overlap murder book with Bili Bili and Tik Tok, which is far superior to other music apps. It is secondary, young and trendy (see Figure 11 for details). This shows that Netease Cloud Music has achieved initial results in the layout of video functions.

Fig. 11 The number of people and the exclusive rate of Netease Cloud Music, Billie Billie and Tik Tok (data from QUEST MOBIE).

Advertising delivery

The first is the comment area advertisement.

Comments are a major feature of Netease cloud music, and browsing comments has basically become the habit of Netease cloud music users. Often, some popular music (even minority music with the rise of Netease Cloud) has rich comments. Even sometimes I forget the name of a song and still remember the comments, so putting advertisements in the comments is more in line with the interests of cooperative manufacturers and Netease Cloud Music.

Secondly, the support for new musicians (such as advertisements for new musicians in the interface) has also become one of the incomes of Netease Cloud Music.

This move does not directly charge fees, but because they are all online musicians on their own platforms, the payment caused by their promotion is also one of the incomes. Moreover, it is a win-win situation between the platform and musicians, and musicians will also directly participate in the dividends of advertising and other expenses. It is said that Mu Xiaoya will get nearly one million dividends in 18 years, which will also drive more UGC creation.

Finally, it is the most common open-screen advertisement.

Open-screen advertisers are mainly the promotion of high-end brands and Netease’s self-operated products (such as Netease koala, etc.). This is the most conventional way to collect money for advertising.

value added service

Netease Cloud has three common value-added services:

First, vip charges, the most conventional way of charging. Getting vip can get a higher definition sound quality experience, and can experience the services of non-members, such as advertising-free, personalized skin, etc. The second kind of value-added service is also very routine at present: listening to songs without traffic. The last one is knowledge payment, such as "Chen Li Living Room", which needs to be paid before listening, similar to the payment of common knowledge such as getting it.

Yun music shopping mall

There are three main ways to cloud music mall:

1. Integral mall, you can exchange points for coupons or vouchers of partners.
2. Welfare society generally deals in products endowed with musical meaning or related to music. Similar to ordinary e-commerce operations, but some will receive vouchers.
3. Ordinary e-commerce, selling their own goods or music areas.

But overall, Netease Cloud Music Mall is similar to the periphery of animation. Mainly engaged in music-related or music-endowed goods, the way to make a profit is simply to sell goods to make money.

Ticketing system

In order to solve the problem of scalping tickets, and unable to choose a suitable location or forget to buy tickets, Netease Cloud Music launched a ticketing system. The profit-making method is no different from other ticketing systems.

This not only serves the corresponding user groups in a targeted manner, but also reduces the impact of commercial advertisements on the user experience. Users click on the corresponding performance information and link to the specific page, where they can view the performance time, place, price and seats in detail and purchase tickets.

Netease Cloud Music is an APP that provides music services based on "music+social interaction" and takes users as the center. Relying on professional musicians, friends recommendation and social functions, online music title list, personalized recommendation, radio station, etc., focus on discovery and sharing.

In terms of music, with the song list as the framework, the user’s music needs are met through three sections: the song list established by the user, the daily recommendation recommended by the system and the song list of the system. On the social side, it is achieved through the song comments that Netease Cloud Music is famous for, as well as people and friends nearby. This enhances the sharing and communication properties of music, and pays attention to and encourages users to produce more high-quality UGC content to meet the needs of users’ music socialization, sharing and expression.

Netease Cloud Music is divided into five product structure branches: Personal Center, My Music, Discovering Music, Video and Search. Through the product structure of page analysis, we can see the bird’s eye view of the whole product and know the existence and completion process of each function. See Figure 12 for details.

Figure 12 Netease Cloud Music Product Structure Diagram (Analysis by Page)

Netease Cloud Music is a rising star in mobile Internet music. Netease Cloud Music has reached the fourth position in terms of mobile Internet music in terms of volume and users by means of "music+social interaction".

Figure 13 User Product Experience Path Map

Music is basically a necessity for almost everyone. Compared with all netizens, users of online music are obviously younger, and there is little difference in gender and intercity distribution characteristics (see Figure 14 for details).

According to the online music users’ age and inter-city distribution map in July 2018, users aged under 24, 25-30 years old and 31-35 years old account for 84.3% of the total users. The proportion of men and women is 51.4% and 48.6% respectively. According to TGI, female users are more consistent, which happens to be similar to the proportion of Netease cloud music users (see Figure 15 and Figure 16 for details).

According to Ai Media data, there are more women among Netease cloud music users. In addition, people under the age of 24, 25-30 years old and 31-35 years old account for more than 80% of the total users, reaching 89%. It can be seen that the distribution of user groups of Netease Cloud Music is basically consistent with the data of the whole industry, but the focus is slightly different.

Industry data shows that people under the age of 24 have the highest proportion, while Netease Cloud Music has the highest proportion of 25-30 years old; In terms of gender, Netease Cloud Music has slightly more women than men, while the whole industry data shows that men are slightly more than women, but TGI also shows that female users are more consistent.

Figure 14 The age and intercity distribution map of online music users in July 2018 (data from QUEST MOBIE)

Figure 15 Gender diagram of Netease cloud music users (data comes from iResearch APP index)

Figure 16 Age distribution map of Netease cloud music users (data from Ai Media Consulting)

In addition, according to QuestMobie’s online music user interest preference TOP20 in July 2018 (see Figure 17 for details), it can be seen that online music has a high penetration rate in various industries. Especially social, video and music. ; It can also be seen that music, learning and animation have higher values in the active penetration rate TGI.

Figure 17 TOP20 of online music users’ interest preference in July 2018 (data from QUEST MOBIE)

Comprehensive Netease Cloud Music is similar to the overall trend of the industry, with the age of about 24 to 35 years old, with little gender difference. In the entire online music industry, social, video and music have the largest active penetration rate, while music, learning and animation have the highest active penetration rate. We will get the user portrait of Netease Cloud Music as follows:

• Student groups:This group has more time, more social activities in the world, watching videos, listening to music, and more interest in school, and their age is basically under 24 and between 25 and 30.
• Young white-collar workers and Internet practitioners:Generally speaking, people in this group are more eager for new things than other age groups and industries. But relatively speaking, it belongs to a group with greater pressure, piecemeal time, more overtime, and more willingness to open up their own horizons and careers through study. It is a group with pressure, vitality and ambition, and rich feelings.

According to Netease Cloud Music’s recent layout of niche music, video and music originality, another user group of Netease Cloud Music can be deduced:

• Professional musicians and music creators:This group pursues fashion, freedom, sharing and quality.

According to Maslow’s demand analysis method, the priority of product functional design can be divided into five categories from high to low: usability, ease of use, ease of use, love of use and dissemination. According to this theory, we can get the product demand management priority of Netease Cloud Music, and then deduce the user demand of Netease Cloud Music.

As shown below:

Figure 18 Maslow Demand Analysis Diagram

"Music+Socialization" is basically what all music platforms are doing now, and Netease Cloud Music is a leader in this respect.

Netease Cloud Music’s approach is to make music resonate and communicate. People are emotional animals, especially when immersed in music, it is very easy to blend in or substitute their own experiences, and then they like to express their feelings about songs and share their experiences.

The music comment area has become the first stop for users’ UGC creation, and it also incorporates the social nature. When you can listen to songs, while listening to songs, you can watch stories that are similar or touching to yourself in the comment area, and you can pay more attention to commentators to achieve the purpose of socializing.

Figure 19 Screenshot of Netease Cloud Music Interface (1)

The second stop of UGC creation is the song list created by users themselves.

Everyone has his own taste, but there are always people who are similar to him, and there are always people who have songs that they like but haven’t heard. Therefore, song list recommendation came into being. Users can walk into the song list created by others through the song list name, classification or a piece of music with their own memories and feelings in the song list, discover new music, and even collect the song list.

When users use Netease cloud music, they will also classify their favorite songs. Your friends or through the nearby song list can also see the user’s song list and enjoy it, so as to achieve the purpose of "music+socialization".

Figure 20 Screenshot of Netease Cloud Music Interface (2)

The third stop of UGC creation is the music created by Netease Cloud musicians. This is the layout of Netease Cloud Music in terms of "copyright disadvantage+minority music+individual musicians". Introducing more musicians can not only satisfy the audience (especially the minority music audience), but also make people with musical talents or hobbies and dreams give full play to their own specialties and solve the copyright problems of some songs.

Figure 21 Screenshot of Netease Cloud Music Interface (3)

The social function is divided into four parts, namely, music comment socialization, song list socialization, and the dynamics of people and friends nearby. Among them, the socialization of music criticism and song list has been described in detail, so I won’t repeat it here.

The function of people nearby is a combination of "unfamiliar social interaction+music". Through the dynamics of people nearby, you can see the kinds of music that other users like. Even if you don’t pay direct attention to communication, you can make users enjoy more different songs through the song list or dynamics of people nearby, break the cognition of their original songs and increase the user’s stickiness.

Now, with the addition of video, we can not only see music and song lists through people nearby, but also see videos. Video is one of the key points in the layout of major companies now. The function of people nearby can also enhance users’ new understanding of Netease Cloud Music Halo, that is, "Netease Cloud Music Halo not only makes music, but also makes videos", thus achieving the purpose of diversification of Netease Cloud Music functions.

Friends are dynamic, which is similar to socializing with strangers. You can also see the songs and videos of users’ friends. The biggest difference is that friends tend to "socialize with acquaintances" dynamically, while people nearby socialize with strangers. Therefore, socializing with acquaintances has a unique advantage-it can communicate with each other through music. Even though a large number of users do not reach the point of acquaintance or communication through friends, the dynamics of friends have reached the social role as well.

Figure 22 Screenshot of Netease Cloud Music Interface (4)

Music recommendation is another major feature of Netease Cloud Music, which is mainly manifested in scene recommendation and personalized recommendation based on big data analysis.

Scene recommendation has the following functions in Netease Cloud Music: song list, recommended song list, anchor radio station, radio station classification, classical zone and other functions classified according to mood and environment; And a more distinctive running FM, dedicated to running scenes.

This greatly facilitates users to choose music that is more suitable for their mood according to their mood, environment and other conditions, and increases customer satisfaction, stickiness and loyalty. On the other hand, Netease Cloud Music has personalized recommendation based on scene classification, and users can also classify their own songs according to their own habits after using habits to enhance sociality.

Figure 23 Screenshot of Netease Cloud Music Interface (5)

Personalized recommendation is another function of Netease Cloud Music Word of Mouth Peak. Many users have shared music in social circles before, and commented that "this song really suits me", "Netease Cloud Music really understands me" and "this song is so good that it cries", etc. This is based on the big data such as the type and frequency of songs that users like to listen to, analyzing the recent listening characteristics of users and making recommendations. Of course, big data analysis needs data, and personalized recommendation may not be particularly accurate if new users use it less.

Personalized recommendation is embodied in private FM, daily recommendation, daily song list and so on.

Figure 24 Screenshot of Netease Cloud Music Interface (5)

According to the statistics of ASO100 books, Netease Cloud Music has a high score on the iOS system (see Figure 25 for details). The current score (as of November 2018) and all version scores (as of November 2018) are 4.7 points, indicating that iOS users have a high evaluation of Netease Cloud Music.

Figure 25 Netease Cloud Music iOS score statistics (data from ASO100)

On the other hand, the score of Android system (see Figure 26 for details) is much lower than that of iOS, with the highest score of 4.6 and the lowest score of 3.5 (Google Play data is 0, which is not included in the statistics). This shows that the Android system needs to continue to be optimized to further improve user satisfaction.

Figure 26 Netease Cloud Music Android Score Statistics (data from ASO100)

Through the ASO100 data, the typical users’ positive comments and negative comments are extracted as follows (Figure 27). A typical user refers to a user who appreciates or hates a certain point in favorable and unfavorable comments, and is representative.

Figure 27 screenshot of typical user comments

From the comments, it can be seen that users’ views on copyright requirements are not one-sided. Some have uninstalled the software because of copyright problems, but some have directly ignored this defect and continued to use it, but the copyright problem is still one of the problems that need to be solved. After all, listening to songs is the most basic function of Netease Cloud Music. If this function cannot be met, other functions are not so necessary.

With the more and more perfect function of Netease cloud music and the addition of profit factors, some users began to question the initial intention of Netease cloud music while enjoying better experience services. For example, the addition of video can make "music+picture sense" presented to customers at the same time, but for some customers who just want to enjoy music or recommend videos to influence their use, these have become design failures.

According to user feedback and user ratings, it can be seen that Netease Cloud Music has a large number of supporters. Although the copyright and the new layout affect the experience of some users, users have a high evaluation of Netease Cloud Music on both Android and iOS. However, in order to better maintain a high reputation, Netease Cloud Music should better adjust the strategy between profitability, new function layout and user experience, and maintain the user stickiness of loyal fans, so as to ensure that it is invincible in the industry shock.

No matter which organization’s survey data, we can see that the total number of online music users is increasing, and users’ awareness of paying is enhanced. The online music industry is still a valuable market. However, in this competition, Netease Cloud Music’s defects in copyright make it relegated to TME. However, according to the strategy of "music+socialization", Netease Cloud Music, a rising star market, will not be swallowed up by TME or other competing products in the short term.

Netease Cloud Music keeps making various attempts to get rid of the dilemma. Layout videos, musicians, advertisements, live broadcasts, etc. are all increasing their competitive chips. The benefits are obvious, but the decline of user experience can not be ignored. Nowadays, the online music industry is laying out its own pan-entertainment ecosystem, especially TME, which has formed its own ecological closed loop. Netease Cloud Music still needs to make more attempts to break the blockade.

Regarding the copyright issue, I have analyzed the disadvantages of Netease Cloud Music. However, in the short term, this disadvantage is not only the efforts to obtain copyright, but also the cooperation between their own musicians and Netease Cloud Music to ensure that the copyright of minority music does not go wrong and that they do not show disadvantages in minority music.

Competition in the online music industry has a long history, and it is still unknown who will win in the future.

This article was originally published by @ Sima Shizike. Everyone is a product manager. It is forbidden to reprint without permission.

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

　　Palpitation is a kind of physical discomfort that we often encounter. It can be manifested as "the heart is jumping fast", it can be "the heart is empty", it can also be "feeling flustered in the heart", or "being all over and fidgeting" and so on. Especially when winter comes, the incidence of cardiovascular and cerebrovascular diseases is high, and then it is a "panic group". Don’t worry, the doctor told you that you are a little flustered and don’t worry.

　　Sudden death is often caused by a heart attack.

　　Is palpitation a serious heart disease? Will it cause sudden death like some stars? Many flustered patients will have such worries.

　　In fact, most of the causes of sudden cardiac death are often acute myocardial infarction, commonly known as acute myocardial infarction. Acute myocardial infarction is generally caused by acute occlusion of the coronary artery supplying blood to the heart. Palpitation, on the other hand, is an electrical change that is responsible for stimulating and maintaining the heartbeat. The two are very different. Is the so-called electrical palpitation very serious? Compared with acute myocardial infarction, the disease that leads to palpitation is much lighter. If you want to know the harm of palpitation, you must know what happened to your heart when you were flustered.

　　The feeling of palpitation comes from the change of heart rate and rhythm. For example, the heartbeat is particularly fast, particularly slow, and the jump is irregular, which will lead to palpitation. In the three cases, there is no need to worry about some fast and irregular heartbeats.

　　This sudden heartbeat is nothing serious.

　　First of all, some rapid heartbeats are physiological, so there is no need to worry. For example, students are nervous during exams, climb mountains very hard, and are very annoyed when they are angry, all of which will lead to an end, that is, sympathetic excitement. The activities of the human body are finely regulated by the sympathetic and parasympathetic nervous systems to achieve a balance. Sympathetic nerve excitation can cause rapid heartbeat, rapid breathing and high blood pressure; On the other hand, parasympathetic nerve excitation is just the opposite, which makes people’s heartbeat slow, breathing slow, blood pressure drop, etc., such as sleep state.

　　Sometimes, when I have a nightmare at night, my heart beats very fast when I wake up, because my body is in a state of extreme sympathetic excitement in my dream. The rapid heartbeat in these cases is an adaptive adjustment made by the human body to meet the needs of the environment and body functions. When you are no longer nervous, tired or angry, your heartbeat will be better. It’s not good if you force medication to keep your heartbeat down.

　　There is no need to worry about sympathetic nerve excitement caused by physiological reasons, resulting in accelerated heartbeat or premature arrhythmia.

　　In this case, you can take some medicine as appropriate

　　In addition to emotional factors such as anger, labor, tension, etc., exciting drinks such as drinking, tea, coffee, etc. can also lead to sympathetic excitement, which leads to palpitation. These conditions are also caused by physiological factors, that is, the influence of food. Under normal circumstances, there is no need to worry and there is no need to use drugs.

　　Some patients never drink alcohol, and the palpitation caused by occasional drinking may last for a long time and always be uncomfortable. In this case, some drugs that inhibit sympathetic neurotransmitters can be used appropriately, such as beta1 receptor blocker — — Metoprolol, wait.

　　Some palpitations are not rooted in the "heart"

　　Some cases are pathological, but the disease itself is not in the heart, but in other systems of the whole body. For example, when diabetic patients have hypoglycemia, they will show palpitation caused by rapid heartbeat and discomfort such as shaking hands and sweating. At this time, it is not simply to reduce the heart rate, but to solve hypoglycemia. If you can take high-sugar foods such as chocolate, candy and biscuits, you will quickly improve palpitation. Another example is cervical spondylosis, which can also lead to palpitation, manifested as long-term desk work or sudden stress on the neck, such as palpitation, dizziness, sweating, nausea, and even chest tightness. At this time, there is no need to rush to use drugs to reduce the heartbeat, but to improve the environment of the neck. For example, doing actions such as raising your head and whistling, watching a play through a partition wall, or doing exercises of the muscles of the shoulder and neck to improve the strength distribution of the muscles attached to the cervical spine; Anemia can also lead to palpitation. The first manifestation is a rapid heartbeat, often accompanied by shortness of breath and chest tightness after activities. At this time, blood tests are needed to determine; Similarly, abnormal thyroid function will also lead to palpitation, and the diagnosis also requires blood tests.

　　Need to remind everyone that after excluding the factors mentioned before, if you still have palpitation and can’t find the reason, you should go to the hospital in time to find out the reason. It is the most important thing to treat the cause.

　　Text/Zhong Guangzhen (Beijing Chaoyang Hospital)

The M8, the latest medium and large SUV built by AITO, may meet the public soon. Judging from the renderings, the shape design of M8 reminds people of Land Rover Range Rover, which also reminds people of the success of Xiaomi SU7 by "paying tribute" to the shape of Porsche Taycan.

Compared with the M7, its wheelbase is only 2.82 meters, which makes the third row space of the 6-seat version narrower. However, as can be seen from the spy photos, the body size of M8 is obviously larger than that of M7, and the wheelbase is expected to exceed 3 meters. It is expected that the space in the third row will be significantly improved.

In the current market, the two most popular domestic brands of large SUV——, Ideal L9 and Wenjie M9, both provide extended-range power versions, and they are all six-seat models, and the third row space can completely rival the MPV of the same level. It is expected that the M8 will also provide extended-range models. Combined with its spacious cockpit space, the sales prospect is highly anticipated.

The introduction of M9 has already impacted the market position of Ideal L9. At the same time, the world M7 also performed well in the competition with the ideals L7 and L6. If the listed price of M8 is competitive, it will put great pressure on the ideal L8 with similar positioning.

Wenjie M8 is expected to adopt the embracing cockpit design, and be equipped with high-end configurations such as Shuyun double-seat, zero-gravity seat, dual wireless mobile phone fast charging and Huawei self-developed hi-fi audio. Referring to the M9, the M8 may also be equipped with air suspension, CDC variable damping shock absorber and intelligent four-wheel drive system to further improve ride comfort and driving stability.

　　Cctv newsAccording to "Healthy Taiyuan" official micro-news, October 1, 12:00— At 12:00 on the 2nd, there was 1 newly confirmed local case and 4 asymptomatic infected people in Taiyuan. Now its activity trajectory is notified as follows:

　　Case 15

　　Male, living in the temporary stall (truck) of Hexi agricultural and sideline products market in Wanbailin District, set out from Turpan on September 26th (cantaloupe) and arrived in Taiyuan on September 28th. On October 1st, the results of mixed sampling nucleic acid test were positive, and after tracking, the results of single sampling nucleic acid test were positive, and he was immediately transferred to the Fourth People’s Hospital of Taiyuan for isolation treatment. After consultation by provincial and municipal experts, it was diagnosed as asymptomatic infection.

　　September 28th.

　　At around 22:00, get off at Guchengying Expressway;

　　Arrive at Hexi agricultural and sideline products market around 23:00;

　　Around 23:30, go to a nearby restaurant for dinner, and then go back to the truck to rest.

　　September 29

　　At about 4:00, drive to the temporary booth, get off the bus, lift the tarpaulin and get on the bus to have a rest;

　　Around 10:00, go to the restaurant near the market for dinner, and then go back to the truck to rest;

　　Around 19:00, go to the pharmacy near the market to buy medicine, and then go to the small farmer’s restaurant for dinner;

　　At about 19:50, go to the Zhongyi comprehensive store in the market to buy water, and then return to the truck to rest.

　　September 30th.

　　At about 20:00, we will take samples at the convenience nucleic acid sampling booth in the market, then go to the small farmer’s restaurant for dinner, and then return to the truck to have a rest.

　　October 1st

　　At about 9:00, go to the convenience nucleic acid sampling booth in the market to sample;

　　At about 9:30, we will have dinner at Caoji Snacks near the market, then buy water from Zhongyi General Store in the market, and then return to the truck to have a rest.

　　Case 16

　　Female, living in the staff dormitory of Friendship Fat Beef in Nanhai Street, yingze district, and an employee of Friendship Fat Beef Hotpot Restaurant. On October 1st, the results of mixed nucleic acid test were positive, and the results of single nucleic acid test were positive after follow-up, and they were immediately transferred to the Fourth People’s Hospital of Taiyuan for isolation and treatment. After consultation by provincial and municipal experts, it was diagnosed as asymptomatic infection.

　　September 25th & mdash; 28th

　　Work in Friendship Fat Beef Hotpot Restaurant, mainly responsible for Room 777.

　　September 29

　　At about 10:30, take samples at the nucleic acid detection point at the entrance of the dormitory, then take a taxi to Nantun North Community in Wanbailin, ride a bike with my son to the shop where her husband works in Hexi agricultural and sideline products market, and ride a bike with my son to cook fish with rattan pepper in Vientiane City for lunch;

　　At about 15:00, my son returned to Nantun Fruit Wholesale Market to rest in the office on the second floor of the shop where her husband worked.

　　Around 17:00, ride a bike to the West Lianhua Century Laifu Supermarket in the South Inner Ring Bridge;

　　At around 18:30, I rode back to the shop where my husband worked in Hexi agricultural and sideline products market;

　　Around 19:20, I walked with my husband to the snack bar near Jin Peng Holiday Hotel in Jinyuan District for dinner.

　　Around 20:00, I went to Jin Peng Holiday Inn to rest with my husband.

　　September 30th.

　　At around 8:30, take a taxi from the hotel and return to work at Friendship Fat Beef Hotpot Restaurant.

　　At about 15:00, I took samples from the nucleic acid sampling point near Ree Hotel, and returned to work in Friendship Fat Beef Hotpot Restaurant.

　　October 1st

　　In the morning, take samples at the nucleic acid sampling point at the entrance of the dormitory and return to work in the Friendship Fat Beef Hotpot Restaurant;

　　At about 19:50, I received a phone call to inform that mixed mining was positive, and after reporting to the unit leader, I arranged a separate room for isolation.

　　Case 17

　　Female, living in Deheng Shifuyuan Community, Jinyuan District, she runs her own shop in Fruit Zone 2 of Hexi Agricultural and Sideline Products Market. On October 1st, the results of mixed nucleic acid test were positive, and the results of single nucleic acid test were positive after follow-up, and they were immediately transferred to the Fourth People’s Hospital of Taiyuan for isolation and treatment. After consultation by provincial and municipal experts, it was diagnosed as asymptomatic infection.

　　September 25th.

　　Around 8:30, take my son to Green garden club Health Station for vaccination by electric car;

　　At about 9:10, go to the breakfast shop near the community health station to buy breakfast, and then return home;

　　Around 10:00, take my son and daughter to Hexi agricultural and sideline products market by electric car;

　　Around 20:00, I took my daughter by electric car to buy stationery at Zhiyuan Bookstore in South Third Lane of Yijing.

　　At around 20:10, go to Beiyan Aima Inc. Store to repair the electric car;

　　At about 20:30, I returned to the store of Hexi agricultural and sideline products market to collect the stalls, and I didn’t go out when I got home.

　　September 26th

　　At about 7:30, I rode an electric car to send my daughter to the Sixth Experimental Primary School in Jinyuan District.

　　At around 7:35, buy breakfast at Tang Jiu convenience store in Zizhuyuan Community;

　　At about 7:50, it is convenient to buy breakfast in Tang Jiu, Dongmen, Jinyang Peak.

　　Around 8:00, ride an electric car home to pick up my son to the market shop;

　　At about 11:40, ride an electric car to pick up my daughter from school and then return to the market store.

　　At about 19:10, I took my son to Jinxin convenience store to shop by electric car, and then I went to Beiyan Emma Electric Vehicle Store and Aima Inc. Store, which is diagonally opposite the 16th Middle School, to repair the electric car.

　　At about 19:20, I went to Sunshine Bookstore in South Third Lane of Yijing to buy stationery and returned to the city.

　　Shop;

　　At about 20:40, I returned home and didn’t go out.

　　September 27th.

　　At around 7:40, ride an electric car to send my son and daughter to school;

　　Around 8:30, ride an electric car to the market store;

　　At about 11:40, ride an electric car to pick up my son and daughter from school, and then return to the market store;

　　At about 13:40, take my son and daughter to school by electric car, and then return to the market store;

　　At about 17:45, I rode an electric car to pick up my son and daughter from school and then returned to the market store.

　　At about 20:30, I took my daughter to Zhiyuan Bookstore, South Third Lane, Yijing to buy stationery, and went shopping in Zhongyi General Store, and then went home and didn’t go out.

　　September 28th.

　　At around 7:33, take my daughter by electric car to Tang Jiu convenience store near Zizhuyuan to buy breakfast;

　　At around 7:50, take your daughter to school by electric car;

　　At around 8:00, ride an electric car and return to Zizhuyuan Tang Jiu convenience store to get breakfast;

　　At around 8:20, I rode an electric car to take my son to the pediatric clinic of Hua ‘erjian Hospital for medical treatment.

　　Around 9:00, return to Hexi agricultural and sideline products market store;

　　At around 9:45, ride an electric car to the Second Hospital of Hua ‘er to buy medicine, and then return to the market store;

　　Around 21:00, I didn’t go out after I got home.

　　September 29

　　At around 7:30, take my daughter to school by electric car and then return home;

　　At about 9:10, take my son to the nucleic acid sampling point at the entrance of Shangyeyu village, and then go to the market store;

　　At about 11:40, I went to school to pick up my daughter from school and then returned to the market store;

　　At about 13:30, send my daughter to school and then return to the market store;

　　At about 16:40, I took my son to the pediatric clinic of Hua ‘erjian Hospital for medical treatment, and then returned to the market store.

　　At about 17:50, after picking up my daughter from school, I returned to the market store.

　　Around 21:00, I returned home and didn’t go out.

　　September 30th.

　　At around 7:30, ride an electric car to send my son and daughter to school;

　　Around 8:00, ride an electric car to Hexi agricultural and sideline products market store;

　　Around 11:50, go to school to pick up my son and daughter and return to the market store;

　　At around 12:10, have dinner at the Tongqinglou Hotel in Datang.

　　At about 13:40, take my son and daughter to school by electric car, and then return to the market store;

　　At around 17:50, after picking up my son and daughter from school, I will return to the market store.

　　Around 20:10, I didn’t go out after I got home.

　　October 1st

　　At about 8:50, I rode an electric car to take my son and daughter to the entrance of Shangyeyu village to do nucleic acid.

　　At about 10:30, take my son and daughter to the rookie station in the south gate of the market to pick up the courier;

　　Around 19:10, I didn’t go out after I got home.

　　Case 18

　　Male, living in Tunhui Fruit and Vegetable Trading Center in Shanxi. On September 30, it was observed in isolation at Tunhui Fruit and Vegetable Trading Center. On October 1, the nucleic acid result was positive, and it was immediately transported to Taiyuan Fourth People’s Hospital for isolation treatment. After consultation by provincial and municipal experts, it was diagnosed as a confirmed case (light).

　　September 25th.

　　All day at Tunhui Fruit and Vegetable Center.

　　September 26th

　　At around 8:00, I drove to Pingyao County with my wife.

　　At about 16:30, after driving back from Pingyao County, I returned to Tunhui Fruit and Vegetable Trading Center.

　　September 27th.

　　All day at Tunhui Fruit and Vegetable Trading Center.

　　September 28th.

　　At around 17:00, drive to Zhangzitou vegetable market to deliver fruit;

　　At about 18:30, after unloading, I returned to Tunhui Fruit and Vegetable Trading Center and didn’t go out.

　　September 29

　　All day at Tunhui Fruit and Vegetable Trading Center.

　　September 30th.

　　Isolated observation in Tunhui Fruit and Vegetable Trading Center.

　　Case 19

　　Male, who lives in the east area of Xing ‘an Community in jiancaoping district and works in Xing ‘an Chemical Plant, is a close contact of Case 12 (employee of Tunhui Fruit and Vegetable Trading Center). On October 1st, his nucleic acid test result was positive, and he was immediately transferred to the Fourth People’s Hospital of Taiyuan for isolation treatment. After consultation by provincial and municipal experts, it was diagnosed as asymptomatic infection.

　　September 28th.

　　Around 6:00, go to work in Xing ‘an Chemical Plant;

　　Around 13:00, go home and rest after work;

　　Around 19:00, arrive at Rongxin Tianshun Community.

　　September 29

　　Around 6:00, go to work in Xing ‘an Chemical Plant;

　　Around 13:00, go to Rongxin Tianshun Community after work;

　　At around 18:00, ride a bike to Lvliang Old Restaurant in South Third Lane of Yingxin Street.

　　Around 20:30, go to Rongxin Tianshun Community;

　　Around 21:00, I didn’t go out after returning to Xing ‘an Community.

　　September 30th.

　　Around 6:00, go to work in Xing ‘an Chemical Plant;

　　Around 12:00, after eating in the canteen, I went home and didn’t go out.

　　October 1st

　　Around 13:00, medical observation was concentrated in isolation in jiancaoping district.

　　Please report to the local community (village), unit, hotel or local epidemic prevention and control office immediately, and actively cooperate with the implementation of various epidemic prevention and control measures such as isolation observation, health monitoring and nucleic acid detection.

　　Food enterprises and supply chain are inseparable, and win-win cooperation between front-end and back-end is the only way for the future catering industry.

　　This article is a record of the round-table forum at the "2024 China Catering Industry Summit", which was reorganized and released by Red Dining Network.

　　With the catering gradually entering the stage of "ten thousand stores chain", more and more catering enterprises begin to pay attention to the ecological construction of the whole industry, and constantly improve the whole closed loop from the origin of raw materials, factories, warehousing and logistics to store operation.

　　For the catering industry entering the era of low profit, opening up the whole industrial chain means reducing costs and increasing efficiency, which can further enhance the stability of enterprise development and help enterprises enhance their ability to resist risks.

　　Under the new trend of the industry, how can head catering enterprises and supply chain enterprises develop together better?

　　At the "2024 China Catering Industry Summit", Zhao Min, founder of Mufeng Supply Chain, Liu Zheng, president of Ziguangyuan Group, Chai Lei, founder of Liangquan Qimei Group, Yan Dongsheng, inheritor of Chongqing Hot Pot by Pei Jie, li ke, co-founder of Baipin Sunlight Tomato, Zhang Li, founder of Lisike Barbecue Supply Chain, and Wu Huiling, industrial investment partner of Wuyi Qi, conducted in-depth discussions on "the coordinated development of catering chain brands and supply chain enterprises".

　　01. Chain stores are locked together, and the supply chain is an important link.

　　Zhao Min: In the past two years, we have seen more and more catering enterprises extend to the upstream end of the industry and build a whole industrial chain. New tea will build a fruit raw material planting base, fast food enterprises will buy meat and poultry processing plants, hot pot enterprises will increase bottom materials, and compound seasoning production lines … In 2024, I am afraid that the bets of chain restaurant enterprises on the supply chain will increase.

　　Although all of you here come from different segments, you also have an understanding of the catering supply chain, so I would like to ask you first, how do you view the catering enterprises accelerating upstream? What impact will this bring to the whole catering ecology?

　　Li ke: Good morning, everyone. I’m li ke from Baipin Solar Tomatoes. We specialize in various seasoning products of tomato series. We are a supply chain enterprise, with deep links with food enterprises.

△ li ke, co-founder of Baipin Solar Tomato

　　At the beginning, the relationship between catering enterprises and supply chain enterprises was only a simple supply relationship. Now catering enterprises have more customized needs, so they will go upstream to create products with us.

　　At the end of last year, we jointly created a "golden tomato pot" with Zhu Guangyu, and the two sides set up a joint team to do it together, which is equivalent to you and me. This is a case that I have a deep experience.

　　I think the most important thing for food enterprises and supply chains is to do their own quality well and make their own characteristics. For Baipin, we just do 16 words-"Be awed, keep loving, take the initiative to evolve and achieve the ultimate".

　　Chai Lei: Quanqimei was founded 20 years ago. At first, it was an accidental opportunity. We found the onion-grabbed cake in Taiwan’s night market. We took this product back to the mainland and renamed it "Taiwan Province finger-grabbed cake". Later, it was directly called finger-grabbed cake.

　　In the past 20 years, we have been iterating over the business model, from roadside shops to fast-moving consumer goods. I think there is no difference in size between products. The most important thing is to study it thoroughly and thoroughly.

　　We started as a small restaurant. When there are more and more chain stores, the whole chain system is very weak because of the lack of supply chain support. Supply chain is very important to "lock" large-scale chain stores together.

△ Chai Lei, founder of Liangquan Qimei Group

　　The development of upstream supply chain depends more on the needs of enterprise development stage, scale and product differentiation. If we want to make differentiated products, the supply chain must be built by itself. When the scale is relatively large, or the products are relatively homogeneous, I personally think it is better to cooperate with supply chain enterprises. There is a division of labor between the society and the market, and it is impossible to do it all by ourselves and control the competitiveness of core products.

　　Catering enterprises cooperate with the upstream supply chain, so that the whole industry will be relatively more professional at different stages, and the pressure will not be too great. Just like hot pot restaurant enterprises, in terms of product structure, there are many ingredients besides seasonings, so they have to rely on cooperation. Moreover, producing hot pot bottom materials by themselves is not necessarily better than deep cooperation with partners in research and development, and it has advantages in cost or organizational ability.

　　Food enterprises are inseparable from the supply chain. From the perspective of entrepreneurs, we should stick to our own focus and make it more professional. When you do one thing well and others lack this section, they will come to you.

　　02. Win-win cooperation between front-end and back-end is the only way for future catering.

　　Liu Zheng: Ziguangyuan is an old brand. At present, there are 180 direct stores, all of which are in Beijing. The layout of Ziguang Garden in recent years is summarized as "three transformations and five horses".

　　The first of the "three modernizations" is the retail of catering. Ziguangyuan has done convenience, people’s livelihood and retail in recent years. Second, the channels are diversified. The gene of Ziguangyuan is to be a big store, and it is to be a direct restaurant. However, in the past four years, we have launched "one store and six shops". The third is product enrichment or online and offline integration. When you go out, you will eat Ziguang Garden for generations. We hope Ziguang Garden can reach every diners who come to Beijing.

△ Liu Zheng, President of Ziguangyuan Group

　　"Five Horses", first of all, the main brand Ziguangyuan is a horse; The second horse is the e-commerce channel of Ziguangyuan, and it is delivered home; The third horse is To B business; The fourth horse is the To C retail business of the mall; The fifth horse is the group meal business of Internet companies. Because of this layout, Ziguangyuan began to integrate and build its own supply chain. Last year, it invested 120 million yuan to build a strong back-end, which changed from fixed production by sales to fixed sales by production.

　　Front-end and back-end cooperation and win-win, I think it is the only way for future catering. Ziguangyuan will revolutionize people’s catering to the end, and hope that the source and upstream enterprises of the supply chain will communicate and cooperate with us more.

　　Yan Dongsheng: Pei Jie Hotpot was founded 10 years ago, and has traveled from Chongqing to Shanghai, Shenzhen, Guangzhou, Beijing, Hangzhou and other cities, making Chongqing Hotpot the first in the national direct sales scale. We went from small stores to big stores and then to many stores. In order to ensure better quality and lower cost, we also built factories in the upstream, but now we stop going upstream and focus more on opening stores in the front end.

　　Sister Pei is now cooperating with Sichuan Lahai, which has a large volume, guaranteed quality and low cost.

　　I also agree with Chai Lei’s general view that there are specialties in the industry, and the product quality of many supply chain enterprises is completely up to standard. We also have small factories, but with the increasing volume, we mainly cooperate with supply chain enterprises now.

△ Image source: Pei Jie Chongqing hotpot

　　Zhang Li: My supply chain enterprise is Lisike. I used to run a restaurant ice city string. What everyone said just now is very reasonable. The end of the world is joining, the end of catering is retail, and the end of chain is supply chain. The future competition is not the competition between brands, but the competition between supply chain and supply chain.

　　The supply chain behind each category will probably lag behind the development of this category for 3-5 years. At present, the barbecue supply chain is still a blue ocean. In some areas, there are still categories without brands, strong brands and large national chain brands, but there will be in the future, because barbecue is the second largest category of catering in China. So I firmly chose to be a supply chain 10 years ago, and now I have three factories serving many big brands.

△ Image source: Liske official website

　　I think the whole restaurant chain business has a long chain from the field to the dining table. The front-end system is the brand end, the brand is operated and the brand is marketed, and the back-end is supported by the supply chain. The supply chain is an important force behind the brand, which covers the conversion of various information such as purchasing, warehousing, distribution and production. Therefore, the future cross-regional development and transnational development must require a strong supply chain system, and Lisike is a manufacturing supply chain.

　　Wu Huiling: Wuyiqi Industrial Investment is an accelerator that focuses on "eating" capital, and light catering and specialty foods. In recent years, we have invested in more than 50 brands such as Qianweiyang Kitchen, Enxi Village, Qianwei Soup, Momoko, Shuyi Xiancao, Xiaolongkan, Shu Daxia and Jixiangju, most of which are leading enterprises in sub-sectors.

△ Wu Huiling, industrial investment partner of Wu Yi.

　　In the long-term observation, research and practice, we have summarized nine core elements of catering franchise chain, including product mix, single-store model, franchise system, brand potential, channel intensive cultivation, digital growth, capital resources, supply chain, organizational talents, etc. Among them, supply chain is a very important element. Only by realizing the closed-loop system from raw material origin, processing factory, warehousing and logistics to store operation can we ensure the stability of product supply, cost control and realization.

　　This is also the reason why many chain catering enterprises pay more and more attention to the ecological construction of industrial chain. Of course, the way of construction is diversified, and different restaurant chain brands need different supply chain capabilities at different stages. In the chain operation, brands with more than 100 stores can’t be locked without a supply chain.

　　Therefore, it is an inevitable stage, or an inevitable trend, to build a supply chain in the chain of catering enterprises. I hope that food enterprises and supply chain enterprises can foster strengths and avoid weaknesses, and achieve win-win integration.

　　03. Realize the closed loop of industrial chain from raw materials, varieties, quality control and innovation.

　　Zhao Min: Mr. Li, how is your upstream supply chain built? How to achieve a closed loop in ingredients, quality control, and the entire industrial chain?

　　Li ke: We are an enterprise that makes tomato seasoning. Ten years ago, tomato was still a relatively small flavor, but it has a strong consumption base in China, and people of all ages like it. From the perspective of the whole world, Europe, Japan, Southeast Asia and other countries use tomato flavor more than we do. So we made this taste, and when we did it, there were also great challenges. We mainly did three things well.

　　The first thing is to find high-quality tomato producing areas and tomato raw materials. Good ingredients or products must have good raw materials. The tomatoes used in our tomato soup base are not quite the same as the tomatoes we eat every day. The world’s three major tomato producing areas, California in the United States, the Mediterranean coast and Xinjiang in China, China happens to be one of them, so we have chosen good raw materials. Many people ask, Xinjiang is so far away, can we transport tomatoes back well? It took us nearly five years to get through the processing technology.

　　The second thing is to choose varieties. There are 1078 varieties of tomatoes recorded in China, and now there are 5 varieties in our bottom material. To tell the truth, the products of Baipin Nikko in the first three years failed to meet my highest requirements, and now they are the fifth generation products. We upgrade them every year, constantly test them and make changes in varieties.

　　The third thing is to do a good job of quality control. In the face of tomato, a popular agricultural product, it is more important to look at a series of indicators from seedling raising and sowing to pesticide residues in the whole raw material. We have 79 internal control standards to ensure the stability of tomato.

　　Finally, there is continuous innovation. In the future, we may introduce tomato varieties from Spain, Italy or the United States. In addition to red tomatoes, there are yellow, purple and black tomatoes, which will continue to empower diners.

　　In the field of tomatoes, our scale is not necessarily the largest, but we love tomatoes very much, and we will do this for the next 10, 20 or even our whole life.

　　Zhao Min: Barbecue is a big track in the catering industry. The market scale has exceeded 220 billion yuan, but there is still no head brand with more than 1,000 stores. What do you think is the reason for this situation? From the experience of Lisike, what are the difficulties in the supply chain of barbecue category compared with other categories?

　　Zhang Li: Actually, the brand of thousands of stores will see this year, and now there are brands that have exceeded 800 stores.

　　I think the fulcrum of every enterprise is the product. For Lisike, others couldn’t solve my problem at that time, so I chose to build my own factory and shifted my focus from front-end stores to back-end supply chain. This is the change of our enterprise and the whole catering industry.

　　There are many difficult things, including production, management and research and development. It took us 10 years to know how to operate the factory, how to manage quality control, how to do research and development around customer needs, how to ensure supply, and how to make the customers and brands we serve safer and more reliable.

△ Zhang Li, founder of Lisike barbecue supply chain

　　In recent years, I have found that the founders of barbecue brands with less than three stores and more than three stores think completely differently. Brands with more than three stores are eager to break through the supply chain, and within three stores, they are still iterating from 0 to 1, from no cognition to cognition.

　　Lisike has two types of customers, "barbecue+"and "+barbecue". The standardization of barbecue is particularly high, and the supply chain is relatively concentrated. The animal protein ingredients such as pigs, chickens, cows and sheep that we are making now are very suitable in various stores or various formats. We have also worked out how to achieve extremely high standardization and turn store products into standardized products that can be produced in factories, thus solving the problems of bakers, standards and continuous supply.

　　04. To build the ultimate supply chain, all around the scene and demand.

　　Zhao Min: The competition in the catering industry is very fierce, and it has entered the era of meager profit. Under this situation, everyone is trying to create the ultimate efficiency and experience. How do they work hard on the two "extremes" in the development process of grasping cakes?

　　Chai Lei: Although we are just making a cake, it is still very difficult. The difficulty is that the demand is constantly changing.

　　Our current stores are basically overseas, and the supply side is more complicated. What we considered before was how to build a supply chain in China to serve small restaurants. At that time, the process was reformed to reduce manufacturing costs and improve efficiency, and the store side tried to maximize the menu structure. However, the factory solved the problem of cost and efficiency, but the consumer didn’t pay the bill. He felt that your product was too single, which made it difficult for a store to survive.

△ Image source: The food is all beautiful in official website

　　Then, catering enterprises whose products are supplied to different channels and services will also bring greater challenges. At present, we supply cakes used by many catering enterprises. How can we cooperate with these catering enterprises in the supply chain? At this time, we should not only consider one product, but also consider how to serve cakes quickly in the store and how to combine them with the core products of the store. This also involves different catering segments, and the needs of customers are also diversified.

　　Online, different channels, such as Tik Tok, JD.COM, Pinduoduo, Tmall, etc., have different ways of playing, and the domestic channels are different from overseas.

　　As for whether to reform the process at the factory end, the dynamic line of the store, the production of equipment, the semi-prefabrication, or a formula of the product itself, we need to do detailed research. For example, we supply our own chain stores, which are different from those that supply hot pot and supermarkets. In short, everything revolves around the scene and demand.

　　Zhao Min: At present, the three elements of "people and goods yard" in catering business have all changed, and consumers are more concerned about cost performance. franchise chain, take-out and e-commerce retail channels have become new growth points. In the face of these changes, what is the new planning and layout of Ziguang Garden?

　　Liu Zheng: Shopping malls are like battlefields. Next, Ziguang Garden should unify its thinking and build organizational strength in strategic direction, strategic deployment and strategic objectives. Then the battle started. At present, Ziguangyuan has started 12 major battles; Then play tactics-one shop and six shops; This is the supply chain.

△ Image source: Ziguangyuan official blog

　　In 2024, Ziguangyuan will be "fully armed" and put into the catering "battlefield". In the future, a series of battles will be fought around eight words:

　　The first is sincerity, and sincerity is always your best card. From source procurement to processing, have we cooperated with the supply chain in good faith? We should use a sincere heart to achieve common and sustainable development.

　　The second is conscience, which should create value for partners and customers and make food with conscience.

　　The third is trust, so that consumers can trust you and bring warmth to their hearts. Some time ago, two hot searches, "Ziguang Garden is the restaurant with the heaviest sense of’ human kindness’ in Beijing" and "Beijing cuisine depends on a bowl of yogurt", showed customers’ trust in the depth of Ziguang Garden, which was a praise for the fireworks and human feelings created by Ziguang Garden, and fireworks were also the value created by Ziguang Garden for customers.

　　The last two words are peace of mind, down-to-earth, and making a brand of trust with conscience, so that customers can feel at ease and the brand can last for a long time.

　　05. Five modes of coordinated development of catering enterprises and supply chain

　　Zhao Min: At the beginning of March, Sister Pei announced the opening of franchise, and insisted on direct management. Sister Pei had previously let go of franchise, so for what reason did Yan always choose to let go of franchise again? What measures will Pei Jie take to ensure the stability of the store’s products?

　　Yan Dongsheng: Pei Jie’s Chongqing hot pot has traveled from Chongqing to Shanghai, Shenzhen, Hangzhou and other cities in the past ten years. She has been deeply involved in direct sales, and there are more than 30 direct sales stores. The performance is very good in the industry. We make authentic Chongqing hot pot and operate quality.

△ Pei Jie Chongqing hot pot inheritor Yan Dongsheng

　　We once let go of joining, but we didn’t control people and supply chain and couldn’t meet the quality requirements, so we suspended it. With the deep cultivation of direct stores for so many years, we have gradually improved the management system, operation system and quality control system, and we also want to expand rapidly, hoping to find partners with real estate resources to open stores together.

　　Franchising now is different from before, and each store is directly managed by Pei Jie’s headquarters, so as to ensure the quality and make authentic Chongqing hot pot.

　　We let go of joining in order to find more resources. Everyone empowers each other, and the brand’s initial heart and genes have not changed.

　　Zhao Min: From the perspective of management, what trends do you think may appear in the future in promoting the deep cooperation between restaurant chain brands and supply chain enterprises? What aspects will you pay special attention to when investing in the catering supply chain?

　　Wu Huiling: From our long-term observation, there are five modes for the coordinated development of catering enterprises and supply chains.

　　The first type is called completely self-built and self-harvested. If it is completely self-built, from the field to the dining table, it may be unbearable for the general chain enterprises, and the investment is too heavy, so it is not particularly suitable.

　　The second mode is complete outsourcing. For example, a chain catering enterprise with 30-50 stores may choose a supplier similar to Shuhai to outsource, which may be a more cost-effective mode.

　　The third type is nested with each other. Core categories are self-built supply chains, such as central kitchens or factories, and others are imported. Self-built factories not only meet their own supply, but also open to other enterprises and nest with each other, which may be the mainstream way in the future.

　　The fourth is the scene specialization mode, which is specialized in a certain category of supply chain, such as group meals, country banquets, barbecues and hot pots. For example, there are many hot pot chain brands in Sichuan that share a supply chain factory. Scene specialization mode is also an important direction in the future.

　　The fifth is close cooperation, but it does not involve equity cooperation, such as OEM mode (a mode of OEM production), or customized cooperation that is very popular now.

　　What kind of mode an enterprise uses and suits itself depends on its resources, development stage, and the balance of scale, cost and efficiency.

　　From the perspective of investment, we will pay attention to the "three products" when choosing the target. The first is the category, and the ceiling of the category should be high enough. The second is quality. It is best for this enterprise to be a head enterprise in a subdivided field or have the genes to become a head enterprise. The third is character, that is, an entrepreneur must be a person with conscience, industrial structure, concentration and sharing.

　　Specific to catering supply chain enterprises, we will also pay attention to whether enterprises have really solved some pain points in the industry value chain. Is the product addictive or the service dependent? Does it have the characteristics of super supply chain such as high cost performance or high turnover efficiency, etc.

(Note: This article belongs to the catering industry information published by Yangguang. com. The content of this article does not represent the views of this website, and it is for reference only. )

　　In the United States, the first Friday of June is designated as "National Anti-Gun Violence Day" to commemorate the victims and survivors of gun violence. The United States is the country with the most serious gun violence in the world. According to the real-time data of the non-profit organization "Gun Violence Archives", as of May 31, local time, in 2023, 17,650 people in the United States had been killed by shootings, and the number of mass shootings reached 268, equivalent to an average of 1.8 per day. And this number is rising year by year.

　　The Second Amendment of the American Constitution gives citizens the right to keep and carry weapons. The ease of buying guns in the United States has become a strange phenomenon. People can even buy guns in supermarkets and bullets in vending machines. However, in recent years, a new kind of gun is challenging the already very weak gun management regulations in the United States: "ghost gun", a weapon that can be assembled by itself without any license, can not be tracked, and even at home. What is a "ghost gun", who is making it, and who is using it? Let’s look at the investigation report brought by Liu Xiaoqian, a CCTV reporter in the United States: "Ghost Gun Chasing the Murder".

　　"Ghost Gun" party scans American 3D printing gun crowd

　　Amid the incessant gunfire in the United States, a new threat is quietly appearing.

　　The "ghost gun" is actually visible and tangible, so it is named because it has no serial number of the gun and cannot be tracked by law enforcement agencies. At the same time, this ghostly existence is flooding the network. People can mail-order gun parts at will, even people without foundation can assemble them themselves, and even a USB flash drive can print a gun in 3D.

　　US President Biden:Whether it is a terrorist or a domestic abuser, it takes only 30 minutes from obtaining gun parts to assembling a gun.

　　According to the data of the US Department of Justice, in 2021, the number of "ghost guns" seized by the US police at the crime scene reached 20,000, 12 times that of 2017.

　　Why can the "ghost gun" escape the supervision of American law? And can the lethality of a 3D printing gun be comparable to that of ordinary guns?

　　We went to Florida to find out.

　　What will be held here is the only 3D printing gun competition in the United States. We started to contact the organizers through different channels six months ago, but we finally got permission to shoot on the eve of the competition.

　　CCTV reporter Liu Wei:Before the official start of the competition, the organizers are making some safety instructions and introductions. Some of them are only about one year old, and they all started with 3D printing guns.

　　The competition is divided into three categories: pistol, rifle and carbine. Among the contestants, there are amateurs and representatives of companies specializing in the production and sale of 3D printed guns.

　　Reporter:The yellow part is printed in 3D?

　　3D printing gun enthusiast Dell:Yes, you can see its lines if you get closer.

　　Reporter:What material is it printed with?

　　3D printing gun enthusiast Dell:It is made of polylactic acid, which is printed layer by layer, and the printing time takes 2 to 4 days.

　　Reporter:What about the rest of the gun parts?

　　3D printing gun enthusiast Dell:You can buy the remaining gun parts online or in gun shops.

　　Reporter:Is this your first 3D printing gun?

　　3D printing gun enthusiast Dell:This is my first 3D printing gun, and it is also my first rifle. I only bought a pistol before.

　　Reporter:So you have no experience in 3D printing guns before. Is it difficult to make this gun?

　　3D printing gun enthusiast Dell:I watched some videos on the internet that taught people to assemble guns, especially the part of getting off the gun box, which lasted more than an hour. After reading it, I thought it should be no problem and decided to make my own gun.

　　A gun consists of different parts, which can be metal or plastic. According to the current federal law of the United States, only the lower gun box is the decisive part of a gun. Once the gun box has holes for connecting and fixing other parts, it is recognized as a gun. On the contrary, it is just a piece of metal. The "ghost gun" is wandering in the gray area of this law.

　　3D printing gun manufacturer Jordan:This is an "80% gun magazine". It is only 80% completed. According to federal law, it is not a gun. This is the state when we sold it. You see, this is a completely processed lower gun box with holes in it. There is no problem if the customer drills the hole himself. If I drill the hole in the gun box and give it to you or sell it to you, it is equivalent to manufacturing guns. I need to apply for a license, and as a customer, you also need to do identity examination.

　　In fact, the magazine can also be obtained through 3D printing. One of the sponsors of the competition, the Texas-based "Distributed Defense" company provides a USB flash drive with a price of only $11, and customers can get the print data of various rifle magazines.

　　Reporter:How long does it take you to print out this rifle?

　　Brian, a manufacturer of 3D printing guns:The magazine was printed for 24 hours, the grip was printed for 15 hours and the cushion was printed for 6 to 8 hours.

　　CCTV reporter Liu Wei:Although the guns are printed in 3D, they all use traditional bullets. These are large caliber bullet casings that we found at the scene. In the process of watching, we also found that not all guns can be used normally, and some faults often occur.

　　3D printing gun enthusiast Ben:The previous bullet got stuck and failed to shoot, at the same time, the next bullet automatically entered the gun chamber.

　　At present, there are more than 80 companies that manufacture and sell "ghost guns" in the United States. Anyone can place an order without showing his identity documents, which means that the other end of the network may be a fan of 3D printing guns or a planner of mass shootings.

　　Reporter:As a seller of 3D printing guns, do you think we should do some basic customer identity checks?

　　3D printing gun manufacturer Jordan:I think there are many laws that restrict bad guys from getting guns. If a person prints guns just for his own use, I don’t think there is any problem.

　　Edgar Andyon, Organizer of 3D Printing Gun Competition:The "ghost gun" is just an object. Objects don’t do bad things. People use objects to do bad things.

　　Reporter:Do you think there is any way to prevent the "ghost gun" from falling into the wrong hands?

　　Edgar Andyon, Organizer of 3D Printing Gun Competition:I think this question is wrong. What you’re asking is actually how to prevent the bad guys from doing bad things. It’s very difficult, just like looking for a needle in a haystack. We can’t tell who the bad guys are from the crowd. This is a wrong direction.

　　The murderous 3D printing gun is the perfect crime weapon?

　　Anyone can place an order to buy, even people with zero foundation can teach themselves to make guns. While 3D printing gun technology brings fun to gun lovers, will it create more security risks for American society that is deeply poisoned by gun violence?

　　Many manufacturers of 3D printing guns insist that this self-assembled gun is the least likely weapon to be used by criminals.

　　Brian, a manufacturer of 3D printing guns:It takes you several days to print and assemble a gun. If a criminal needs to use a gun, they won’t waste time assembling it, but just buy a cheap and stolen gun.

　　However, a series of shootings have proved that the opposite is true. California is one of the most frequent areas of "ghost gun" violence. The local police said that more than half of the guns seized at the crime scene in recent years were "ghost guns".

　　CCTV reporter Liu Wei:Every year in mid-June, large-scale gun control demonstrations are held all over the United States. This is Grand Park in downtown Los Angeles, and one of the people calling for this activity is the victim of the "ghost gun".

　　Mia Tretta, Survivor of the "Ghost Gun" Campus Shooting;At that time, we were talking and laughing when we suddenly heard a gunshot. When the second gunshot sounded, I had fallen to the ground. I got up and ran into the classroom. My classmates and teachers rushed to stop the bleeding for me. I was shot by an unknown classmate and a minor with a .45 caliber "ghost gun".

　　Mia Tretta is from Santa Cralli Tower in Southern California. In November 2019, a large-scale shooting happened in her middle school. A classmate pulled out a "ghost gun" from his backpack and shot at the crowd, causing five injuries to two dead.

　　CCTV reporter Liu Wei:The shooter at Sagos High School was only 16 years old. The weapon he used was a 3D printed .45 caliber semi-automatic pistol. Because the gun has no serial number, the police can’t determine its source and the time when it was made.

　　The minimum age for holding a gun in California is 21. Because the murderer committed suicide after the attack, the police can’t determine who bought and assembled the "ghost gun".

　　Less than five months after the shooting, the father of Grace Mulberg, one of the victims, successfully ordered a set of gun parts for the "ghost gun" in the name of his dead daughter. He shared this experience in Washington post to expose the darkness of the "ghost gun" industry.

　　In November, 2017, 44-year-old Kevin Neil killed his wife and neighbors in Lanciotti Black Horse Reserve in Northern California. He then drove into a local primary school and fired more than 100 bullets into the classroom, killing 5 people and injuring 18 others.

　　Jonathan Loy, the attorney for the victims of the dark horse shooting in Lanciotti and the founder of the anti-gun organization "International Action on Gun Violence":The murderer was not allowed to buy and own guns because he had a criminal record, but he got guns from the seller of "ghost guns" and killed people crazily.

　　Whether it is a teenager under the age of holding a gun or a felon who is deprived of the qualification to buy a gun, the "ghost gun" has given them a green light without distinction.

　　Reporter:Why is the "ghost gun" the perfect weapon for criminals?

　　Jonathan Loy, the attorney for the victims of the dark horse shooting in Lanciotti and the founder of the anti-gun organization "International Action on Gun Violence":It is very simple to get a gun legally in the United States. There are more gun shops than coffee shops and chain fast food restaurants in the United States. The main target market of "ghost guns" is those who cannot legally get guns.

　　A hole apart, 3D printing gun, haunted by ghosts.

　　There is a hole in the gun box part, which is a gun. Without a hole, it is just a piece of metal. American gun laws are not only full of loopholes, but also far behind the development of the times and technology. The federal government of the United States tried to "slam the brakes" on the control of "ghost guns", but did it have the expected effect?

　　3D printing can be traced back to the 1980s, and now people have used this technology to make furniture, food and even medical prostheses.

　　In 2013, Cody Wilson, the inventor of the American 3D printing gun, completely published a 3D printing data named "Savior" pistol on the Internet for the first time, with 100,000 downloads.

　　Today, ten years later, supporters of 3D printing guns have spread all over the United States.

　　Rob pincus, a well-known American gun advocate:We want to show the outside world that many people in the gun group are passionate about 3D printing guns, and this momentum is becoming more and more obvious. In recent years, the group of self-made guns has grown stronger and stronger, and with the support of the industry, we find that the traditional gun industry has gradually accepted this.

　　Rob pincus used to be a policeman and a gun instructor, but now his focus has shifted to 3D printing guns, and he has frequently endorsed "ghost guns" on TV programs and from the media.

　　Rob pincus, a well-known American gun advocate:Every gun victim should realize that the injury is not caused by the gun itself, but by the person who uses the gun, and the violence is caused by the person. I don’t think the victims or their families care whether they are 3D printed guns, guns assembled by children or traditional guns obtained through illegal or private channels.

　　The victims of ghost guns obviously can’t accept this defense.

　　Mia Tretta, Survivor of the "Ghost Gun" Campus Shooting;("Ghost Gun") is designed to take advantage of loopholes in the law and go beyond the original regulations to ensure our safety. I stand here to tell you that the loopholes in the law are as wide as the Grand Canyon, and the existing gun laws and regulations are far from enough.

　　In April 2022, the US Department of Justice issued a new regulation, which listed the "ghost gun" kit as a weapon recognized by federal law. However, this regulation is difficult to implement in practice. In March 2023, a federal judge in Texas temporarily suspended the regulations on the grounds that the new regulations were suspected of breaking the law. Several "ghost gun" companies, including "distributed defense", immediately resumed sales.

　　Rob pincus, a well-known American gun advocate:I don’t think adding 3D printing guns or making laws and regulations in the field of homemade weapons will improve the situation. If it becomes more difficult, more money is needed, more background checks are needed, and more procedures are added, fewer and fewer people will make their own guns, and fewer and fewer gun owners will be more educated and responsible.

　　Reporter:Many people think that strengthening legal provisions will harm the interests of responsible gunmen.

　　Jonathan Loy, founder of the anti-gun organization "International Action on Gun Violence":Responsible gunmen also fully support selling guns in the right way to prevent guns from falling into the wrong hands; Responsible gunmen also agree that guns should have serial numbers to provide information for law enforcement agencies. Buyers should do background checks. Many polls show that most people with guns fully support better gun laws.

　　The "ghost gun" not only gradually broke free from the French Open, but also showed a more fierce side. 3D printing guns without metal parts may escape the security inspection equipment in public places such as airports, creating possibilities for crimes and terrorist attacks.

　　Jonathan Loy, founder of the anti-gun organization "International Action on Gun Violence":I think the 3D printing gun market may provide convenience for the criminal market, and it will be a potential problem to make guns with 3D printers and provide them to criminal groups.

　　According to the police records of many States in the United States, mass production of 3D printed guns for criminal groups has become a new trend in the black market of weapons.

　　Rob pincus, a well-known American gun advocate:The printing data of 3D guns is on the Internet, and 3D printers are readily available. The momentum of people printing guns is unstoppable.

　　After a whole day’s heat and tympanic membrane stimulation, the contestants voted for the champions of various gun types, but who is the real winner in this "ghost gun" chase?