The sales volume of the eight new forces of making cars has been released, and only three have broken 10,000!

With the opening in March, the results of major car companies in February were released one after another. In the domestic new energy vehicle market, BYD and Tesla have always been the focus of attention, and they are also the two major enterprises with more sales. But no matter how bright they are, there are still a group of car companies that are no less active than them. They are the new domestic car-making forces. Recently, the sales of new car-making forces have also been announced. Let’s take a look at their performance in February.

● LI won the top spot.

According to the usual practice, February is the off-season of automobile sales. LI’s 16,620 vehicles are not "light" at all, and it achieved a year-on-year increase of 97.5% in February. Since the beginning of the year in 2023, LI’s performance has been very stable. In January, 15,141 vehicles were also harvested, with a year-on-year increase of over 23%. It is reported that the Ideal L9 has topped the sales volume of large SUV in China for five consecutive months since its delivery. By March, Ideal L7 will also start the first delivery, when the delivery volume will be in by going up one flight of stairs.

● Weilai performed well in February.

Weilai delivered 12,157 new cars in February, up 42.9% from the previous month and 98.3% from the same period last year. Among them, 5037 SUVs and 7120 cars were delivered. From January to February 2023, Weilai delivered a total of 20,663 new cars, a year-on-year increase of 30.9%. Since delivery, Weilai has delivered a total of 310,219 new cars. Although the previously circulated "news that Weilai reduced the price by 100,000" has not been officially confirmed, from the offline situation in some areas, some stock cars do have a large preferential margin.

● Nezha Auto ranks among the top three.

Nezha delivered 10,073 vehicles in February, up 41.5% year-on-year. By February 2023, Nezha had delivered a total of 264,138 vehicles. Specifically, in February, Nezha V delivered 5,013 cars, Nezha U delivered 3,012 cars, and Nezha S delivered 2,048 cars, up 35% from the previous month. According to the official, Nezha’s S capacity expansion will accelerate the delivery. Nezha was once the first brand with an annual sales volume of over 150,000 vehicles, and to some extent, this achievement is inseparable from its price.

 ● The effect of price reduction in Tucki is not obvious.

In February, Xpeng Motors delivered a total of 6,010 units, with a year-on-year negative growth (the delivery volume in February 2022 was 6,215 units). At present, there are four models on sale in Tucki, including Tucki G3, Tucki G9, Tucki P5 and Tucki P7. Except for the G9, the other three models all lowered their prices in January, with the range of 20,000-36,000 yuan. Xpeng Motors should be the first car company among the new forces to follow up the price reduction, but the effect of price reduction is not obvious in terms of terminal sales. In January, Xpeng Motors delivered 5,218 units, and by February, the delivery volume only increased by 15% from the previous month. In 2023, Tucki will launch modified P7, G7 and MPV models, hoping that they can help further increase its sales.

 ● The new car is about to start.

The Krypton brand delivered 5,455 units in February, up 87.1% year-on-year and 75.1% quarter-on-quarter. Among them, Krypton 001 delivered 2539 sets and Krypton 009 delivered 2916 sets. Up to now, Krypton has delivered a total of 86,519 units. It is reported that the average order amount of Extreme Krypton 009 reached 527,000 yuan, and the average order amount of Extreme Krypton 001 exceeded 336,000 yuan, and the prices were not low. However, Extreme Krypton will launch a brand-new entry-level SUV-Extreme Krypton X in the second quarter of this year. It is expected that the price will be closer to the people, around 200,000 yuan.

 ●AITO asked the world to fall by a large margin.

In February, the delivery volume of the series reached 3,505 vehicles, down 21.68% from the previous month, and the cumulative delivery exceeded 84,000 vehicles. This is the second consecutive month that the sales volume of the media industry has declined month-on-month, and the decline rate this time is already relatively large in today’s ranking. Like Xpeng Motors, the asking sector is also a member of the price reduction. Both the asking sector M5EV and the asking sector M7 have adjusted their prices, with a decrease of 28,800-30,000 yuan. The result is also obvious, with little effect. It can be seen that the trick of exchanging price for quantity is not useful for everyone. In 2023, there was no progress in the world, and the HarmonyOS cockpit of Huawei equipped with M7 ushered in an upgrade. All models will upgrade HarmonyOS 3.0 in March.

 ● Zero-run cars enter the extended range track.

Zero-run cars delivered a total of 3,198 new cars in February, an increase of 181% from the previous month, and the cumulative delivery reached 168,340. In order to boost sales, there are a number of new cars on the market in the near future, including the 2023 zero-run C01, the new zero-run T03, the 2023 zero-run C11 pure electric version and the zero-run C11 extended range version. With the launch of C11 extended-range version, Zero Run has officially entered the track of extended-range cars. Extended-range hybrid vehicles have a longer charging life, which will be more attractive to some users who are inconvenient to charge, which has also led many car companies to launch new cars with extended-range power.

● The performance of Lantu Automobile is average.

Lantu Automobile delivered 1,107 new cars in February, and the delivery volume increased by 50% year-on-year. Compared with other competing car companies, this delivery volume can only be said to be mediocre, but Lantu himself is very confident. Lu Fang, CEO of Lantu Automobile, said: "In 2023, the market potential of new energy vehicles in China continued to improve. With a series of measures such as the gradual recovery of Lantu’s production capacity, the return of sales and service system and the upgrading of OTA products, Lantu’s delivery capacity and order quantity in February increased steadily. In the next step, with the listing of Yantu, it will drive the further growth of marketing of Yantu’s whole product system. " It is reported that Lantu Chasing Light made its debut in December last year, and more than 10,000 orders were released in the first month.

According to the overall data, only three car companies, Ideality, Weilai and Nezha, can achieve monthly sales of over 10,000 yuan in February, and the friends behind need to continue their efforts. As for the leader in the domestic new energy vehicle market, BYD, of course, sold a total of 193,655 new vehicles in February, up 112.6% year-on-year, and the cumulative sales of new energy vehicles exceeded 3.7 million.

Interview with "Star Venture Capital": How to build an early-stage investment institution "born for network security" from 0 to 1?

As a field where the requirements are constantly iterative and there are many subdivision scenarios, network security never lacks new faces.

According to a report released by Ai Media Consulting at the end of 2021, there will be more than 170,000 new network security service-related enterprises in China in 2020, up by 135.0% year-on-year. From January to October 2021, the number of new enterprises exceeded 270,000. There are more than 700,000 enterprises in operation as a whole.

The rapid growth of the number of enterprises confirms the prosperity of the entrepreneurial ecology, but also brings changes to the investment side-since 2020, the number of institutions that carry out safety investment has also shown an increasing trend. This phenomenon has continued until now.

36Kr’s recent exposure to "Star Venture Capital" is one of them. This organization was formally established in March, 2022, and its current management scale is about 100 million yuan, mainly focusing on the Pre-A round and the early safety projects before.

And it is at least the second new institution that has publicly announced its main security investment in the past month. In mid-March this year, the listed company "Jida Zhengyuan" announced that it planned to participate in the Yinhe Jida Zhengyuan Digital Economy Industry Fund, mainly investing in information security, innovation, Internet of Things and other new-generation information industry technologies.

This is rare in the course of domestic network security. 36Kr had previously introduced that in the past, participants in security investment mainly included four categories, namely, some head comprehensive funds, CVC, investment department of security companies and emerging independent funds. The overall number of these institutions is not large, especially the last type of independent funds, which have only been in single digits for a long time.

The newly established "Star Venture Capital" is also an independent fund. Xu Jun, the founding partner of Fanxing Venture Capital, introduced to 36Kr that he had previously invested in Huawei, Datai Capital, Apple Capital and other institutions, mainly focusing on the pan-IT field. However, with the deepening of the understanding of the security industry, he believes that security is an area that will continue to give birth to new investment opportunities, which is very suitable for investors to dig deep. Therefore, from 2017, Xu Jun began to focus on investment in network security, and successively invested in projects such as Omniversal Technology, Xiaoyou Technology, Ruilai Wisdom, Alliance Cloud and Grayscale Security.

As he insisted, the newly established "Star Venture Capital" is also positioned as a fund "born for network security". At present, "Star Venture Capital" has been specially designed for the characteristics of network security enterprises from four aspects: fundraising, investment, management and withdrawal.

Xu Jun said that in addition to himself, the main sponsors of "Star Venture Capital" also include network security marketing accelerator "Siyuan Business Consulting" and network security FA "Navigation Capital". He explained to 36Kr that such an initiation configuration can gather the knowledge of the three parties in security business, investment and financing, and make the stars more capable of helping security enterprises.

In terms of fundraising and withdrawal, Xu Jun introduced that the current star LP mainly includes Mesozoic network security enterprises, funds focusing on security investment in the middle and late stages and some individual investors. He believes that this combination can not only revitalize industry resources, but also give start-ups more opportunities to carry out business cooperation, which is also conducive to their contact with richer investors-whether it is an investment institution that lays out mature projects or a Mesozoic security company, it may become an investor in start-ups and help them grow further. In addition, "Fanxing Venture Capital" continues to plan a series of activities and contents aimed at Party A’s safety, hoping to have a deeper linkage with the industry and provide value for Party A while helping to be invested.

"There needs to be a professional early investment institution in the industry." Xu Jun concluded. This is the opportunity he got from his long-term observation, and it is also the direction that "Star Venture Capital" will continue to cultivate in the future.

The following is an exclusive interview (edited by 36Kr without changing his original intention):

36Kr: Before 2020, the total number of investors who focus on safety is small. I’m curious, how did you start investing in security at that time?

Xu Jun: This is really a personal choice. I used to work in IT in the early days, and I started to make strategic investment in Huawei in 2012. In 2014, I left Huawei to become a financial investor. Based on my previous technical background, I mainly focused on IT projects. However, around 2016, the domestic trend is that there are more and more investment institutions and investors, so I am also thinking about how to build my own competitiveness. In other words, I wonder why a good project will find me. Why can I invest in good projects? Why is my judgment right?

After thinking about it, I think there should be many methods, but the easier way is to do subtraction, that is, only pay attention to a certain key area, and deepen and see through this area. In this way, the experience and related resources will be rich enough, and good projects can find me.

36Kr: There are many IT-related fields. Why did you choose security at that time?

Xu Jun: When I first started venture capital in 2014, the first company I invested in was a network security company. At that time, I found several characteristics in the security field. First of all, digitalization must penetrate deeper and deeper into our work and life, so network security will become more and more important. In addition, laws and regulations on safety must be more and more detailed and strict. In addition, the confrontation between new IT technology and attack and defense will make security constantly demand new technologies and new products. All these mean that there will always be new investment opportunities in the field of security. In other words, the long-term growth of this field and the possibility of new projects are relatively clear, which is a quite good track for investors.

Of course, when you first decide that all in is safe, you will receive different feedback from people around you.

There are mainly two kinds. One kind of people think that investing should be done more, not just in one field. The other group thinks that this is an attempt, but it is normal for many investors to change to a new industry after watching it for a while. However, based on the characteristics of the industry just mentioned, I think this field is worthy of deep cultivation, and it is not necessary to change it, so I have always mainly looked at this track. Now some more distinctive companies, such as Xiaoyou Technology and Grayscale Security, are all my projects.

36Kr: Since you have been deeply involved in the industry for a long time, why did you decide to set up a fund independently?

Xu Jun: I also see some changes in the industry, plus the personal career choices of several of our partners. As far as I am concerned, I feel that there is no early-stage investment institution in the industry for the time being, which will help enterprises grow completely through various resources. Then, since I have decided to invest in the security field for a long time, I think I should come out and be an early institution specially for security. I hope that every step from fundraising, investment, management and withdrawal will be specially designed for the network security industry.

Star Venture Capital has three sponsors, me, Siyuan and Navigation Capital. Hanghang is a professional FA organization in the field of network security, with a co-founder participating in our fund. Siyuan is a network security marketing accelerator and Bruce’s company. It means that Bruce, I and the co-founder of Sailing are all founding partners of Stars. Then why the three of us? Because the growth of network security enterprises actually needs the help of many resources.

Many founders of this industry are from technical backgrounds and often don’t understand sales very well. There are also founders who have doubts about many practices of sales and distrust each other. In the face of this situation, I think it will be very beneficial for them if Bruce is in the role. Because if someone who knows the security industry can tell him what sales are about from the perspective of a third party, what the sales team should do, and what the logic behind the sales staff’s behavior is, it will be more neutral and more convincing to them.

Navigation is a professional network security FA organization, which can help enterprises in the financing and M&A stages. Especially mergers and acquisitions, there are many fields of security subdivision. Generally speaking, many companies will consider doing some mergers and acquisitions to expand their product lines after they grow to a certain stage and scale, which is one of the ways for our investment enterprises to withdraw.

36Kr: Fund-raising is also very important. How do we design the fund-raising for network security?

Xu Jun: This fund is 100 million yuan in size, specializing in the early stage. In addition to our three parties, there is another partner, Honghua Capital. Honghua itself has also cultivated in the field of network security, mainly investing in the later projects of network security, so we feel that there are also opportunities for cooperation.

On the whole, about 40% of our LPs are Mesozoic Netan companies, that is, unicorn companies. These companies have their own needs for mergers and acquisitions, strategic investment or product cooperation, and more start-up teams can be reached through our fund. Moreover, we are not an investment fund of any independent company, which is different from some investment institutions that are strongly bound to a listed company alone, which makes our identity more neutral. The other 40% will be some network security institutions similar to Honghua. I will invest in the early stage, and if they want to lay out the middle and late stage, I can also help them screen. Finally, some are our personal friends in the industry.

This LP structure has laid the groundwork for the following investment, management and withdrawal.

36Kr: In terms of casting, what kind of design do the stars have?

Xu Jun: There are two things that are particularly important for early investment. One is the coverage of project sources, and the other is to make correct investment judgments. First of all, you should be able to reach these good projects, and it is useless to reach judgment. In terms of project coverage, there are actually a group of people in the network security industry who are very interesting, that is, the network security executives of Party A.. I think on the one hand, the outstanding talents in them may start businesses, and on the other hand, the outstanding entrepreneurial teams in the field of network security also have the ability to reach them. Based on these two premises, if we can communicate with this group of people in a normal way, we can reach them well.

Then we did the passive covering action. Now that the information is so developed, the entrepreneurial team will also conduct information search. We recently released an ecological map of cyber security entrepreneurship, which covers all kinds of roles needed in the process of cyber security entrepreneurship, including investment institutions, FA, general agents, media, incubators and recruitment agencies. The reason for doing this is that people will see these useful information when searching and pay attention to the stars. Now that this ecological map has been released, it can be seen from the picture that the whole ecology of network security is also relatively fragmented. This is also the reason why our organization is named Stars. There are few moons and suns in the security industry, but there are many stars, big and small.

36Kr: What do you think is the most important ability to make safe early investment?

Xu Jun: Actually, investing is the same. First, judge the direction, and second, judge the team. We are an organization for network security and a professional investor, and judging the direction is our advantage.

Next is the judgment of people, which is a very difficult topic. I don’t think any investor can raise his hand and say that I have solved this problem. However, we may have some advantages over other investment institutions because of our background in the industry. For example, it will be much easier to do everything. After all, it is very easy to find people and get a lot of first-hand information when we are rooted in the industry. If there is methodology, what I value most in the team here is learning ability, which should be summarized and iterated quickly.

In addition, from the business point of view, there may be some interesting classifications. I divide products in the security field into two categories, one is products that may affect the comparative business process, and the other is products that have little impact. The former, such as EDR, is difficult to promote such products in the early stage, so it is necessary for the team to have some aura so that Party A can trust you. The latter may not need this. There are also some such detail judgment dimensions, which may need to be judged according to specific circumstances.

36Kr: In the previous investment experience, were there some examples of judging teams?

Xu Jun: For example, Xiaoyou, I met the founder in 2018. At that time, I felt that the direction was definitely right, but it was a little early, so I can wait, and it just happened to inspect the inspection team again. In this process, I found that on the one hand, the team is very persistent in this direction, and its perseverance is strong enough, and it is always in constant contact with customers and improving products. On the other hand, I also see the team constantly speaking out in the field of cloud native security. This allows them to gradually establish the image of cloud native security experts on the customer side. This shows that the team has the ability to start a business in this field. Specifically, cloud native security has just begun to have market opportunities, and many aspects are still in the exploration stage, which requires the team to stick to its initial intention and stubbornly overcome various challenges. At the same time, cloud native security is a brand-new field, and customers are also learning. The establishment of expert image makes Xiaoyou team have a halo in this field and can reach customers more conveniently.

To give another recent example, Grayscale Security, they recently released their own safety risk assessment automation products. First of all, from the perspective of the industry, I think this will be a fast-growing market in the field of safety operation.

After the promotion of actual offensive and defensive drills, the network security construction of many head party A may have reached a stage. The next question is, how should Party A operate so many network security devices that have been purchased well, and at the same time, make their entire security team improve their operational efficiency.

I came into contact with gray scale in 2021, and I also spent a little time doing research at that time. At that time, I communicated with some Party A and found that they really had pain points. For example, some Party A originally bought a lot of equipment for actual offensive and defensive drills, but he still had to find a security service company to conduct penetration tests to test the effects of these products. However, if there is a platform that can help Party A to continuously verify some known problems, then they can focus on the discovery of unknown problems in penetration testing and red-blue confrontation, and the known problems can be continuously verified by this tool.

Give an example of a specific scenario. For example, Party A may change a strategy for some reason today, but they don’t know whether this modification will have other effects. Now with this platform, Party A can use it for verification. In fact, it will be a bit like the effect of regression testing in software development.

After the investigation, I think this matter is valid, so let’s go to the next question, the consideration of the team. I don’t think any team is perfect, but it’s better that every time I communicate with the founder, she understands quickly and moves quickly. If she should adjust, she should find someone, and her execution is very strong. More importantly, this trait is very compatible with the characteristics of this kind of product itself. Because this product has a platform attribute, it can be extended on the customer side for different types of needs. If the team’s execution is strong, things will move faster, and we can get a large number of customers earlier, thus generating a steady stream of income through subsequent extension. The temperament match between this team and products is also one of the reasons why I finally made up my mind to invest.

36Kr: Early investment is very important for the team and direction judgment. Besides the team, would you like to know which projects we are interested in at present?

Xu Jun: As just mentioned, the safe operation track where Grayscale is located will always be concerned. But it should also be carefully distinguished, such as safe custody, which is also considered safe operation. Maybe some Party A doesn’t have a large team to run the whole security system, so they need hosting services. There will be some investment opportunities, but at the same time, some problems need to be considered. For example, the hosting service is actually a very traditional business, and there has never been a big company. I think the reason is that this matter is too dependent on people, and it is difficult to scale itself. At this time, if a team can really reduce its dependence on people, or make this matter more standardized and rely more on platforms and tools, I will look forward to it.

Another aspect is the change of IT architecture, such as the change of cloud architecture, which makes people pay attention to cloud native security and brings opportunities for cloud native security companies like Xiaoyou. Then, as medium and large customers gradually introduce public cloud, their IT infrastructure will be more and more inclined to a hybrid cloud architecture. In the case of hybrid cloud, how to manage security conveniently and uniformly is a new opportunity. Therefore, we will continue to pay attention to the various possibilities brought about by changes in IT architecture.

On the whole, after so many years of observation, security has been proved to be an industry that can be continuously cultivated. Changes in IT architecture, favorable policies, and iterations of Party A’s needs will all generate new investment opportunities.

36Kr: It is true that the security industry has made rapid progress in the past two years. After 2020, many institutions and individuals will pay attention to this direction. In this case, will it be a better time for us to set up a new fund in 2022?

Xu Jun: That’s how I see it. Combined with the network security industry, no matter from the scale, the degree of customer demand for such products, and the enthusiasm of capital investment in network security, I think it is probably a point that a professional early investment institution is needed in the industry. Now that we have seen such an opportunity and the ability, we must do it.

Reporting/feedback

Why is Mala Tang "YOLO"?

  Reading tips

  As an important part of Chinese fast food, mala Tang, from local street features to flowers all over the country, has shown a rapid growth trend in the whole industry.

  Since the beginning of March, the mala Tang in Tianshui, Gansu Province has unexpectedly come out of the circle, becoming another legend in the consumer market in China after the barbecue in Zibo and the ice and snow in Erbin. According to the "2024 Qingming Small Holiday Consumption Trend Report" released by Tongcheng Travel, Tianshui has entered the top ten of this year’s Qingming Small Holiday destinations, becoming the "dark horse" destination this year.

  Mala Tang, which originated in Sichuan and Chongqing, combines the spicy taste of Sichuan cuisine with the essence of Chongqing hot pot, which can best reflect the bold personality and multicultural characteristics of local honest and frank. However, the plain folk snacks in Sichuan and Chongqing were seized by Gansu next door. What is even more surprising is that it is two Northeasters who really rule the mala Tang Jianghu in China.

  In recent years, the category of mala Tang in China has developed rapidly, forming a competitive pattern of Yang Guofu Mala Tang and Sean Mala Tang. At one time, it was difficult for middle-waist brands to break through, and the current market scale is about 170 billion yuan. According to the data of Tianyancha Professional Edition, by the end of March, there were more than 162,000 mala Tang-related enterprises in China, including about 2,770 new enterprises from January to February this year.

  A short video "with fire" an old industry

  On February 13 this year, a female college student who went home for the New Year posted a short video on social media. The video only had a picture of her hand rolling powder with chopsticks, with the line "Suggest popularizing Gansu Mala Tang nationwide". This is a 7-second short video with only one picture and one line, with over 1.5 million likes, over 300,000 comments and over 2 million reposts.

  With the arrival of this wave of traffic, local officials responded quickly and immediately started the "pet" mode. Not only the party and government organs have all opened their doors for foreign tourists to park for free, but also various scenic spots, hotels, travel agencies, etc. have taken action to send scenic spot tickets, cultural and creative products, accommodation concessions and local specialties to foreign tourists who eat mala Tang, which is full of determination and boldness of vision.

  "Mala Tang is a street snack with a history of hundreds of years. The spicy pepper, the hemp of pepper, and all kinds of ingredients tumbling and jumping on the tip of the tongue can be described as a city spicy and fragrant for a hundred years. " Sima Qingshan, president of Chongqing Food Review Society and a historical and cultural writer, said that Mala Tang is synonymous with hot pot in Chongqing, and locals call it "small hot pot", which is mainly reflected in the difference in price and environment. In the past, they were all popular stores for one person in Chongqing food street. One or two people could experience the various combinations of ingredients and the bottom of the pot, and a bunch of people could afford to arrange noodles.

  According to the data of Baidu Index, there are more women searching for Mala Tang than men, and the consumers in the age group of 30-39 are the most, accounting for about 38%. According to the data of Meituan, at present, the age group of Mala Tang customers, mainly the post-90 s and post-95 s consumers, pay more attention to the dining environment and food quality and taste. Old mala Tang shops can no longer meet their needs, and it is the trend to focus on differentiated and subdivided mala Tang brands.

  According to the data of Sullivan in Jost, the market size of mala Tang industry in China will reach 197.3 billion yuan by 2025, and mala Tang has become the fastest growing food category in the post-epidemic era.

  Who controls the ups and downs in today’s mala Tang Jianghu?

  A wide audience base has laid a foundation for the high food popularity of Mala Tang, and men, women and children sit around the stove, filled with a kind of human fireworks in the dense atmosphere of aroma and steam.

  On March 30th, the reporter walked into a Yang Guofu Mala Tang in Chongqing University Town. The most intuitive impression here is exquisiteness, and fresh ingredients are placed in different categories. With the color matching of green vegetables, red meat, white fish and various kinds of quick-frozen foods, it looks particularly beautiful and attracts many college students to taste it. The unit price of customers around 30 yuan is lower than that of Mala Tang in Chongqing, and it is also lower than that of 10 yuan.

  It is understood that Yang Guofu’s success is an inspirational legend. He started from the night market, was brave in improvement and innovation, and ushered in the rapid development of Mala Tang. In September 2017, it set a record of opening 2,500 new stores in five years. Up to now, more than 6,000 global chain stores have been opened in 31 provinces and 10 overseas countries.

  At the "2024 China Catering Industry Summit", Yang Guofu, who only has a junior high school education, said frankly that by establishing a very comprehensive franchisee training system, the operation ability of franchisee stores will be improved; A perfect purchasing and purchasing system can indirectly monitor the operating conditions of each store; There are also patrol stores and rating systems, and the company can directly manage franchise stores, which supports the rapid development of the group.

  On the surface, the word mala Tang seems to be the symbol of snacks in Chongqing, Sichuan, but the people who really make mala Tang a big industry are mostly from Binxian County, Harbin, with a population of less than 580,000. In addition to Yang Guofu and Sean, there are also brands such as Haoyue Mala Tang, Ma Yutao Mala Tang and Hongxingyuan Mala Tang. The reason why they can go to the whole country depends on the strategy of "popular taste" and "joining and expanding".

  In fact, the field of Sichuan-Chongqing mala Tang has not been idle in recent years. "Old products and new works" have gradually become lively, and sub-brands such as plate mala Tang, dry mixed mala Tang and scale mala Tang have emerged one after another. Compared with these online celebrity products that follow the trend in the market, every taste and customer in Chongqing still sticks to the Sichuan-Chongqing gene of malatang.

  Lei Guangcheng, vice president of Chongqing Meiwei Meike Brand Management Co., Ltd., told the reporter that since its inception, it has strictly implemented the "five standards" of products-soup, meat, vegetables, taste and materials. "On the basis of retaining the spicy flavor of Sichuan and Chongqing, we have also created new eating methods such as oil splashing and dry mixing, as well as special flavors such as golden soup and tomato, which fully meet the diverse needs of diners." He said.

  Although it is difficult to compete with "Yang Guofu", the territory of every taste and every customer has been extended to major cities all over the country, and the scale of nearly 3,000 stores has also set a record of "No.1 in the five lists of public comments" for 10 consecutive months, becoming a strong dark horse brand in the field of mala Tang fast food in China.

  Enlightenment from Mala Tang’s "Hot Out of Circle"

  In recent years, Sichuan-style mala Tang, which is characterized by spicy, dry-mixed and dish-packed, has become popular, with topping, oil splashing and cooking around the stove frequently, and the competition pattern of mala Tang categories is quietly changing.

  It is understood that the category of mala Tang has undergone several major changes, from "pot/stove" to "bowl" and then to "plate", which has caused some "abnormalities" in the slightly dull mala Tang market, and the market has reciprocated. There have been many large-scale financing for mala Tang, which has made everyone "sit up and take notice" of the mala Tang industry. Judging from the "hands-on" of chain catering financing event investment institutions, popular institutions in the catering consumption field such as Tomato Capital, Jiayu Capital and Black Ant Capital all have investment records.

  "In recent years, Chongqing, as a city in online celebrity, has gained top-level traffic, but the consumption of mala Tang has been tepid, mainly due to problems such as insufficient scale effect of chain operation, few well-known brands in the country, outstanding differentiation of characteristics, and quality service to be strengthened." Mo Yuanming, a researcher at the Shuangcheng Economic Circle Collaborative Development Center in Chengdu-Chongqing, chongqing technology and business university, suggested that we should strengthen the precise positioning of Chongqing Mala Tang and subdivide the consumer market; Strengthen the regional cooperation and brand co-branding of Mala Tang in Chengdu and Chongqing, and cultivate the leading enterprise Mala Tang; Strengthen industry supervision, optimize business environment and improve quality service.

  The relevant person in charge of Tongcheng Research Institute said that food has become one of the favorite travel themes of today’s young people, and the cases of short-sighted frequency bands burning a store, a road and a city have become common occurrences, even having a profound impact on consumers’ travel habits and the marketing methods of the tourism industry.

  "Short videos have a natural’ close relationship’ with the tourism industry, and have quietly changed people’s travel habits, thus changing the’ traditional gameplay’ of the tourism industry and giving birth to new consumption patterns." Zhang Dawei, general manager of regional government affairs of Ctrip Group, said that at present, short video marketing has covered six elements of tourism, namely "eating, living, traveling, buying and entertaining", and it has become a new trend to be planted with grass first and then punched out.

  Sima Qing said frankly that the "explosion point" of Tianshui Mala Tang is a cyclical phenomenon, and it is also a big demand for consumers to seek innovation and change. Differentiated play and precise drainage have become the background color of the circle. However, past cases have proved that traffic often "comes and goes in a hurry". Therefore, in addition to the explosion point, local governments and enterprises still need to operate the traffic system.

  "From online celebrity to Changhong, what is more important is the core competitiveness and brand value of the enterprise. By creating differentiated brand positioning, a unique brand impression is formed, thus forming consumer competitiveness." Zhan Junhao, a famous brand positioning expert and crisis public relations expert, said.

The Special Forum on Artificial Intelligence and Digital Human Application was successfully held in Chengdu.

  In order to seize the development opportunity of artificial intelligence, implement the "artificial intelligence+"action, promote the innovative development of digital human industry, accelerate the cultivation of new quality productivity, and help the construction and development of digital Sichuan, on May 17th, under the guidance of internet society of china and Sichuan Provincial Department of Economy and Information Technology, internet society of china Network Culture and Digital Media Working Committee and China Telecom Sichuan Company held the 2024 Digital Sichuan Construction Promotion Conference — — Special forum on artificial intelligence and digital human application.

  Special Forum on Artificial Intelligence and Digital Human Application

  With the theme of "Artificial Intelligence and Digital Man Application", the forum brought together many industry experts, scholars and elites, aiming at deeply discussing the latest research achievements, technical trends, application cases and industrial development of artificial intelligence and digital man. The forum was opened by a digital host, and Zhou Shuyan, secretary-general of the internet society of china Network Culture and Digital Media Working Committee, and her digital people hosted it on the same stage. At the meeting, Wang Chaoyong, Deputy Director of Sichuan Provincial Department of Economy and Information Technology, Pei Wei, Deputy Secretary General of internet society of china, and Huang Dajiu, Deputy General Manager of China Telecom Sichuan Company attended the forum and delivered speeches.

  Speech by Wang Chaoyong, Deputy Director of Sichuan Provincial Department of Economy and Information Technology

  Wang Chaoyong, deputy director of the Sichuan Provincial Department of Economy and Information Technology, said in his speech that artificial intelligence and metauniverse, as strategic emerging industries leading the future, are reshaping the world at an unprecedented speed, scale and influence. I hope that the participants will stimulate innovative thinking through this forum, build a cooperation platform, and promote the wide application and industrialization of related technologies in Sichuan and even the whole country.

  Pei Wei, Deputy Secretary General of internet society of china, delivered an opening speech.

  Pei Wei, Deputy Secretary-General of internet society of china, pointed out in his speech that digital technology represented by artificial intelligence is promoting digital innovation and development in all walks of life, and digital people are gradually moving from technological innovation to industrial application. The association will further give play to the advantages of industry organization, help the industry to form a complete industrial chain ecology of digital people, promote the landing of various demonstration benchmarking scenarios, and provide guidance and industry assistance for the sustainable development of digital people in China.

  Speech by Huang Dajiu, Member of the Party Committee and Deputy General Manager of China Telecom Sichuan Company

  Huang Dajiu, member of the Party Committee and deputy general manager of China Telecom Sichuan Company, said that Sichuan Telecom, as a central enterprise in Sichuan, first promoted the upgrade from general calculation to intelligent calculation, laying a computing foundation for the development of artificial intelligence in the province. At the same time, in seven emerging strategic areas, such as cloud, network, digital, intelligence, security, quantum and digital platform, the company has comprehensively organized and accelerated the application of 18 industry models of China Telecom in Sichuan, further empowering the digital and intelligent development of thousands of industries in Sichuan.

  Wu Suoning, director of internet society of china Network Culture and Digital Media Working Committee, made a keynote speech.

  Wu Suoning, director of internet society of china Network Culture and Digital Media Working Committee, delivered a keynote report entitled "Open up a New World of Digital People’s Application Together" at the meeting, and systematically analyzed the ideas of accelerating the technological innovation and industrial application of digital people, as well as the ways to promote the development of digital people from both technology and application.

  The joint laboratory of digital human application was unveiled.

  At the meeting, witnessed by Wang Chaoyong, deputy director of the Sichuan Provincial Department of Economy and Information Technology, and Zhang Liqun, a researcher in the Macroeconomic Research Department of the State Council Development Research Center, Pei Wei, deputy secretary-general of internet society of china, and Huang Dajiu, deputy general manager of China Telecom Sichuan Company jointly unveiled the joint laboratory for digital human application. The two sides will focus on in-depth cooperation in scene empowerment research, industry standard research, application promotion demonstration, etc., jointly build the development ecology of digital people industry and lead the coordinated development of digital people industry.

  Keynote speech session

  Gao Zihan, researcher of Digital People Research Institute of China Communication University, Jia Xiaobo, director of AI R&D of China Telecom Artificial Intelligence Technology (Beijing) Co., Ltd. and senior expert of Telecom Group, Ye Suicheng, deputy general manager of Guangzhou Fantuo Digital Creative Technology Co., Ltd. and product leader of Digital Intelligence Culture Division, Chen Jing, general manager of electronic channel operation center and general manager of customer service center of China Telecom Sichuan Company, respectively shared the cutting-edge viewpoints and innovative paths of digital people’s application in emerging fields under artificial intelligence technology on "Analysis of the market influence of virtual digital people in China in 2024", "Research and development and application of China Telecom’s big model", "Exploration of the creation and application of digital people in wenlv Wenbo" and "Innovative application and thinking of digital people in customer service".

  Roundtable forum session

  At the subsequent roundtable forum, Wu Suoning, director of internet society of china Network Culture and Digital Media Working Committee, Jia Xiaobo, director of AI R&D of China Telecom Artificial Intelligence Technology (Beijing) Co., Ltd., Feng Jing, deputy general manager of Science and Technology Innovation Department of China Telecom Sichuan Company, Ding Yixia, secretary of the Party Committee of Leshan Giant Buddha Management Committee, Niu Gang, president of Xinchuan Online (Beijing) Information Technology Co., Ltd. and other experts had in-depth exchanges and discussions on how to promote the application of digital people and how to apply various models to different scenarios more accurately and efficiently.

  The success of this forum not only shows the latest progress of digital human technology, but also provides valuable ideas and experiences for further promoting the application of digital people, which is of far-reaching significance for promoting the high-quality development of local economy and accelerating digital transformation. In the future, internet society of china and China Telecom Sichuan Company will continue to give full play to their own advantages, join hands with all parties to jointly promote the ecological construction of digital people industry and inject new momentum into the economic and social development of Sichuan Province.

  At the forum, more than 200 people attended the forum, including industry experts from industry associations, telecom operators, digital media related units, universities and research institutions, and representatives of upstream and downstream enterprises in the digital people industry chain.

"Academic Planet": Strive to Realize the Outstanding Future of International Students

Academic Planet Technology Co., Ltd. is an international education company driven by cutting-edge technology and international vision. It was founded in 2017 by founders Lexie and Charlie. The company includes international students’ academic counseling, extracurricular ability expansion and job hunting counseling, providing unique international education solutions for every elite family. During the epidemic period, the whole study abroad industry was greatly affected, but the number of students on the academic planet increased several times. This is also due to the diversification of academic planet business, which plays different roles and functions.

The cutting-edge information technology has brought intelligent management of students’ files.

Relying on the global frontier industry information base, the academic planet provides in-depth insights that keep up with the times and exerts strong academic influence. One-stop planning solution uses advanced learning management mode and intelligent student files, and combines profound professional knowledge to help every international student realize his academic dream in exciting new ways. Strong tutor resources, accurate application database of prestigious schools and professional consulting team help international students explore a broader future.

Really bring an international perspective into the classroom and cultivate competitive elite talents.

Today, the development of the times is changing rapidly. Science and technology, innovation and talent flow are constantly changing the cutting-edge technologies of various disciplines and the latest applications of various industries. The purpose, mission and value of the academic planet are to help each young person achieve diversified, sustainable and long-term personal promotion, so as to realize the outstanding future belonging to each of them.

The founder thinks that the biggest difference between education and other fields of business is: "This is a long-term thing in itself. Choosing education means choosing a track that can’t get up quickly. You really have to treat your products and your users seriously. Because you don’t do well, it will delay the student’s time and his future. This is the responsibility. Therefore, we don’t want to be very radical. If the service is not done well, it will be widely promoted. I think this is not good. We should pay more attention to the needs of students and parents. The growth of students’ grades is helpful. This is a better way. "

Up to now, the academic planet team has spread all over China, Britain, the United States and Australia. The core team consists of talents from Fujitsu School and Niu Jian’s background of studying abroad and the experience of technology companies and financial companies at home and abroad. It is reported that Academic Planet is discussing cooperation with artificial intelligence laboratories of top universities in Europe to develop learning tools suitable for overseas study and personal planning of China students.

Why is vegetable oil cheaper than soybean oil? What impact will this price difference have on the market?

In the futures market, the price difference between vegetable oil and soybean oil is a topic worthy of in-depth discussion. This price difference not only reflects the fundamental difference between the two oils, but also has a far-reaching impact on the market.

First of all, the production cost and the relationship between supply and demand of vegetable oil and soybean oil are the main reasons for the price difference. Rapeseed oil is mainly squeezed from rapeseed, while soybean oil is squeezed from soybean. The planting cost of rapeseed is relatively low, and the yield of rapeseed is usually higher than that of soybean, which makes the production cost of rapeseed oil lower than that of soybean oil. In addition, the planting area and yield of rapeseed are less affected by climate, while the planting of soybean is more susceptible to climate change, which further widens the price gap between them.

Secondly, the market demand of vegetable oil and soybean oil is also different. Soybean oil is in great demand because of its high nutritional value and wide application fields, such as food processing and catering industry. In contrast, the market demand for vegetable oil is relatively small, mainly concentrated in specific regions and consumer groups. This difference in demand also leads to the price of soybean oil is usually higher than that of vegetable oil.

In order to show the price difference between vegetable oil and soybean oil and its influence more intuitively, the following is a simple table:

petroleum products cost of production market demand price variance rapeseed/rape oil lower less lower soya bean oil higher more higher

This price difference has had many influences on the market. First of all, for consumers, the price advantage of vegetable oil makes it a more attractive choice, especially in price-sensitive markets. Secondly, for producers, the high price of soybean oil means higher profit margin, but it also faces greater market risks. In addition, the price difference also affects the trading strategy of the futures market. Investors may adjust their investment portfolio according to the price trend of vegetable oil and soybean oil in order to obtain higher returns.

However, the price difference also brings some challenges. For example, the price fluctuation of vegetable oil and soybean oil may affect the production cost and profit rate of related industries. Especially in the food processing industry, the fluctuation of raw material prices may lead to the fluctuation of final product prices, thus affecting consumers’ purchase decisions.

Generally speaking, the price difference between vegetable oil and soybean oil is the result of many factors, including production cost, supply-demand relationship and market demand. This price difference not only reflects the fundamental difference between the two oils, but also has a far-reaching impact on the market. Understanding these factors and their effects is of great significance to investors, producers and consumers.

(Editor: liujing HZ010)

[Disclaimer] This article only represents the author’s own views and has nothing to do with Hexun. Hexun.com is neutral about the statements and opinions in this article, and does not provide any express or implied guarantee for the accuracy, reliability or completeness of the contents. Readers are requested for reference only, and please take full responsibility. Email: news_center@staff.hexun.com.

Tucki MONA M03 will definitely break through 10,000 units in 52 minutes!

On August 27th, MONA M03, a brand-new model in Xpeng Motors, was officially launched. The price of the car was 119,800-155,800 yuan, and three models were released. After 52 minutes on the market, the number of large orders exceeded 10,000 units.

In terms of listing rights and interests, the replacement of this product can enjoy the final payment reduction of 5000 yuan, and the replacement of other products can enjoy the final payment reduction of 3000 yuan; If you pay the deposit of 99 yuan at the time of pre-sale, you can also deduct the final payment of 3000 yuan!

If you just meet the above conditions, you can enjoy a maximum discount of 7901 yuan.

In terms of financial car purchase rights and interests, it supports 0 down payment, as long as 5 years, and the basic annual rate is as low as 2.99% (specifically ask local stores in Tucki). The car purchase threshold is very low, which is believed to attract many users to buy.

At present, the auto show car has arrived at the store. According to the official of Tucki, the car will be delivered in September, and there will be no online car version. Many users in the store came to see Tucki M03 specially. Now the price has been officially announced. Are you satisfied?

There is not much to introduce the appearance. The overall shape also caters to the current young preferences, the low-lying shape, the slip-back body and the hatchback tailgate! Such a configuration is relatively rare in this level of price.

It is worth mentioning that the drag coefficient is only 0.194, which makes Tucki MONA M03 have a better performance in high-speed endurance.

There are slots in the interior, but considering the price of the car, such as the design of the interior is too simple! Air conditioners that do not use physical buttons may be delayed due to screen jamming. But considering the starting price of 119,800, these are not shortcomings.

You can’t ask for more than 100 thousand cars. Give me more than 200 thousand configurations, right?

In terms of power, the car uses a predecessor, and there are two power versions to choose from, namely, the peak power of 140 kW and 160 kW. In terms of battery life, the car has two battery specifications, namely 51.8 kWh and 62.2 kWh battery packs, which are available in 515 km, 580 km and 620 km.

It’s a pity that Tucki MONA M03′ s advanced intelligent driving is not standard. The official said that the intelligent driving scheme of this car is provided with two versions: M03 basic version and M03 MAX, in which the intelligent driving scheme of M03 basic version comes standard with 20+ sensing hardware, L2-level assisted driving and 12 active safety functions.And full-scene intelligent parking, including the parking space at the edge of the broken road and the side-azimuth turning parking with a limit rod.

MAX version equipped with advanced intelligent driving will be on top of the basic version.Increase the functions of high-speed and urban NGP pilot-assisted driving, parking and intelligent outbound,But it won’t be available until next year.

The positive results of noise pollution control in China will further improve the quality of acoustic environment.

CCTV News:On June 5th, a year ago, the Law on the Prevention and Control of Noise Pollution in People’s Republic of China (PRC) was formally implemented, and the word "environment" was removed from the name of the old law, so as to emphasize that the object of legal norms is man-made noise and further clarify the responsibility of local governments. One year has passed, what is the effect of the implementation of the "New Noise Pollution Prevention Law"?

According to the national acoustic environmental quality monitoring, in 2022, the national acoustic environmental functional zones reached the standard rate of 96.0% in the daytime and 86.6% at night. The average daytime equivalent sound level in urban areas of China is 54.0 decibels. Professionals point out that this volume is basically equivalent to that of normal indoor chatting and computer host, which has limited influence on people’s lives.

Although the current noise pollution control work has achieved positive results, due to the large amount of noise pollution, there are still regulatory gaps in some noise sources.

Yang Long, Deputy Director, Department of Atmospheric Environment, Ministry of Ecology and Environment:In the next step, we will work with relevant departments to focus on source prevention and control, problem management, and scientific and technological support. We will comprehensively promote the construction of national automatic acoustic environment stations, and plan to realize automatic monitoring of more than 3,800 monitoring points in cities above prefecture level in about two years.

At the same time, the Ministry of Ecology and Environment will strengthen supervision and law enforcement, and lead the demonstration by setting a benchmark for industrial enterprise governance and publishing a catalogue of low-noise construction equipment; We also create a comfortable environment through the construction of quiet communities and the creation of quiet car.

In order to improve the quality of acoustic environment, all localities are also exploring the power of science and technology to reduce noise pollution. In Zhuhai, Guangdong Province, the local acoustic radar technology was used to develop and build automatic noise monitoring equipment, which can accurately identify man-made noise. When the noise volume exceeds the specified value for 10 seconds, the device will automatically give a voice reminder and upload it to the law enforcement department.

Tao Tiwei, Deputy Mayor of Nanping Town, Xiangzhou District, Zhuhai City, Guangdong Province:With this (monitoring equipment), we can completely obtain evidence. After this equipment has been running for one month, we have not received any complaints about square dance.

In addition, Zhuhai has specially built a movable "sound insulation artifact" for square dance speakers, which uses high-resistance nano sound absorption materials to absorb low-and medium-frequency noise. At the same time, the structure with three closed sides and one open side can reduce the noise from spreading around.

In life, reducing the long stay in noisy environment and using headphones reasonably can also reduce the impact of noise on us.

Cheng Lei, deputy chief physician of Beijing Shijitan Hospital affiliated to Capital Medical University:At ordinary times, some people like to wear headphones to listen to music, so they can master the principle of "606060", that is, the volume of listening to music should not exceed 60% of the maximum volume, the continuous listening time should not exceed 60 minutes, and the external volume should not exceed 60 decibels. It is recommended not to use headphones in noisy public places and when sleeping, so as not to aggravate hearing damage.

If you feel sudden hearing loss after exposure to noise, you must seek medical attention in time. Doctors can effectively treat patients with sudden deafness by using hormones, drugs for promoting blood circulation and neuroleptics.

[CCTV Review] Out-of-control electric car? Sad courier brother? Where is the balance point?

seven

In the past few days, a local "no motorcycle and no electricity" rectification campaign in Shenzhen has sparked heated discussions and exploded the circle of friends.

In this regard, the shenzhen public Traffic Police Bureau said today that it will discuss relevant issues with relevant departments on April 5. At present, there is no other violation of the law in express delivery vehicles, so the vehicles will not be detained temporarily.

seven

seven

In the face of this controversy about "no motorcycle and no electricity", some people are indignant, others clap their hands and say that they are reasonable. How to balance safety and convenience? Let’s listen to the opinions of netizens.

Viewpoint 1: Agree, well done.

It is often seen that these electric tricycles are rampaging and dangerous, especially in the residential area, driving so fast that pedestrians should pay attention to it from a distance. It is really scary and forbidden.

Viewpoint 2: Objection brings inconvenience to life.
 
It can’t be across the board. How many people will have to buy a car if electric cars are banned? The roads are even more blocked.

It brings inconvenience to commuting and picking up children from school. How to solve the "last mile" of freight?

Viewpoint 3: Agree, but with humanized measures.
 
I support banning motorcycles and limiting electricity in Shenzhen, but not all of them! First of all, for electric vehicles to carry passengers, there are those that don’t follow the traffic rules, and those in driving without a license are banned! You can’t ban tools that are convenient for travel, and electric vehicles are environmentally friendly vehicles.

Viewpoint 4: Objection, existence is reasonable, and it cannot be banned blindly.
 
"It is really inconvenient to transport goods by car if it meets the peak period at ordinary times. There must be demand for so many people to choose motorcycles and electric cars. "

The "ban" violates the development trend of low-carbon environmental protection and national policies, and deprives citizens of their traffic rights.

Cctv comment: no motorcycle and no electricity: should it or not?

The Shenzhen traffic police department’s strict investigation of motorcycles and electric bicycles is undoubtedly from the perspective of traffic management. In many cities, ubiquitous motorcycles and shuttling electric cars have become a major public hazard. Electric cars are fast and silent, and sometimes they suddenly appear to make pedestrians unprepared. What is even more troublesome is that it shuttles between motor vehicle lanes and non-motor vehicle lanes at will, which limits the idea of classified management.

Previously, some cities used to manage electric vehicles through "speed limit", but the effect was not obvious, and the management of motorcycles and electric vehicles still lacked effective means.

Motorcycles and electric cars should be controlled and strictly controlled, and there is nothing wrong with them. However, any policy should consider the "people’s livelihood cost".

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At present, the rapid development of public transport still cannot meet the travel needs of residents, and the "last mile" of urban traffic still needs to be met by small vehicles such as electric vehicles. Point-to-point traffic demand in express delivery and other industries also depends on low-cost means of transportation such as electric vehicles.Even if the management of electric vehicles can improve the traffic order, the "people’s livelihood cost" is by no means negligible.

Governing motorcycles and electric vehicles is "people’s livelihood", and once banned, it will also damage "people’s livelihood".
 
Therefore, the governance of electric vehicles is no longer a simple "right and wrong question", but "how to manage" is more reasonable.The latest response of the Shenzhen police is: "If there is no other violation of the law, the car will not be detained for the time being." Obviously, this approach is more reasonable. Severe punishment for electric vehicles that violate traffic rules also achieves the goal of "from chaos to order". At the same time, it ensures the normal travel needs of residents.

eight

Express delivery industry can only develop healthily if it abides by the rule of law.
 
Of course, in this process, it is also necessary for express delivery companies to strengthen the management and restraint of employees.You can’t violate the law just because the express delivery industry meets the needs of the masses.
 
After the "motorcycle ban", the express delivery industry needs to be adjusted. It can’t go its own way and stop indiscriminately under the name of "serving residents", which has become a "stubborn disease" for traffic safety. In fact, the express delivery industry in many countries relies on motor vehicles, and obeying traffic rules is the meaning of the topic.While our express delivery industry has achieved explosive growth, it is also in urgent need of continuous improvement in all aspects, and only in this way can we step into the track of benign development.

General Secretary of the Supreme Leader once emphasized that "governing a big country is like cooking a little fresh". Many difficult problems in social governance are not simply "prohibition" or "limitation", but should be solved by legal thinking and innovative ways. The management of motorcycles and electric vehicles is still a difficult problem in many cities. People hope that more cities can come up with effective methods in practice to facilitate the masses and make urban roads safer, more orderly and more civilized!

Text | CCTV Review Special Contributor Wang Jian

Shanxi Bronze Museum officially opened recently. Science and technology make "cultural relics come alive"

  Recently, Shanxi Bronze Museum officially opened, with more than 2,200 bronzes spanning the Bronze Age from the Taosi Temple to the Qin and Han Dynasties. Different from other similar museums, apart from the distinctive theme of "bronze", it is a major feature of the museum to make full use of technology and digital means to make "cultural relics come alive" in the way of exhibition and audience interaction.

  Immersive experience, traveling through history for thousands of years

  Walking into the museum is like entering the ocean of bronzes. Solemn and dignified ding, unique shapes, rows of chimes and bells, chilly daggers and daggers … … Various types of bronzes are dizzying. If you don’t know enough about bronze ware, as a novice "Xiaobai", you might as well go to the digital bronze exhibition hall first. Through digital simulation, demonstration and interaction, we can learn a thing or two about the origin, use and production skills of bronzes here.

  Li Hui, the museum’s commentator, said that the digital bronze exhibition hall has high technology content, which can be said to be the first-class in China. It has many scientific and technological elements such as interaction, experience and three-dimensional display. The designers even consider it from the public’s point of view and use the most modern scientific and technological means to uncover the mystery of bronzes.

  The digital bronze exhibition hall located on the second floor of the museum is interlaced with light and shadow. The CAVE immersive physical examination space surrounded by the digital exhibition area is surrounded by 3D panoramic views, with clear and layered images, which is more visually impactful and immersive, as if it were an instant shuttle to the Spring and Autumn Period of Ritual Music. The staff of Beijing Qingshang Building Decoration Engineering Co., Ltd. told the reporter that the CAVE immersive experience space is a display mode of digital projection and virtual image, which is high-definition and realistic in color, which brings the traditional bronze culture closer to the audience, and with the help of the power of high technology, the traditional bronze culture reappears its charm.

  "The great event of the country lies in worship and Rong", Ding, Gui, Yu, Zun, Yi, Zhong, Jian, Zhong … … Large-scale isometric phantom technology reappears the scene of "Zhong Ming Ding Shi" in the vassal countries along the Fenhe River. Sacrifices, wars, farming and mulberry, and music and dance in the Jin Dynasty are presented one by one, and tourists who come to visit applaud. Standing in front of the big screen, holding out your hand, the screen was immediately sensed, and the horses and chariots were placed in the correct position of the carriage. When all the horses and chariots were in place, the horses on the screen flew up and went straight to the battlefield filled with smoke, which was quite shocking. Wang Qihao, a small audience who came to visit, personally experienced the dismantling and sub-packaging of a Zhao Qing tomb chariot.

  E-books, somatosensory interaction, reading ancient wisdom

  Byung-Hwa Han, a researcher at Shanxi Institute of Archaeology, told reporters that in the past, visitors could only learn about cultural relics through traditional ways such as museum booths, exhibition stands and word boards. The collection of cultural relics on the booth is static and cold. Visitors can’t look at it from a distance through the glass, let alone touch it. Nowadays, with the help of science and technology, under the background of "internet plus", the exhibition of museum collections has become a "smart museum" in a digital way, sprouting new vitality and vigor.

  In order to visually show the face, achievements and historical changes of Shanxi bronze culture, the R&D team of Shenzhen Guangfeng Technology adopted a seamless laser projection scheme to create a huge picture scroll of 18×3 meters, and directly moved the history to the audience. Color expressive force is the key to this project. This scientific and technological enterprise, which is famous for its laser display R&D and manufacturing, chose a flexible and lightweight projector, widened the color gamut coverage, kept the color brightness and saturation for a long time, and strived to express the color more accurately and reliably, and truly reproduced the colorful colors of nature.

  In addition to the digital bronze exhibition hall, the digital resources of exhibition halls such as "Huaxia Zhigen" and "Ritual and Music in the Spring and Autumn Period" can be seen everywhere, and technology has brought the exhibition to life. The interactive display allows the audience to have a deeper perception and understanding of the stories behind the culture, and can help the young audience to understand the wisdom and creation of the ancients. E-books and somatosensory interaction play an important "explanation" function of the museum. The contents of specific exhibition areas are presented in the form of "books", and the audience "leafs through" themselves, and with interactive projection, the "explanation" becomes more vivid and interesting. Especially in the interactive projection link of "beasts fighting each other", once the audience approaches the touch area, it will automatically trigger a specific animation demonstration, especially for the small audience to add a personal experience fun while watching.

  On the interactive experience equipment, the audience can not only appreciate the details of cultural relics in 360 degrees, but also understand the relevant background knowledge. "The museum uses many advanced technologies, so that the audience can be closer to cultural relics and history and feel the temperature of bronzes in the past." Byung-Hwa Han said that there are some touchable exhibits in the museum, showing the primitive state of bronzes. "Most of these replicas are important cultural relics related to Shanxi’s history and culture. Some of them have been seen in history books, and some are collected in foreign museums. They are rare at ordinary times and can be seen here now."

  Digital empowerment has activated Chinese excellent culture

  In ancient times, how were bronzes made without machines and assembly line factories? Tintin, a pupil, grabbed the tail of the summer vacation and followed his parents to visit. As soon as he entered the exhibition hall, he was full of curiosity about the bronze past lives. The three-dimensional effect of four projection lighting demonstrations gives the answer, and all aspects of bronze ware making, demoulding and casting are presented one by one, from the glittering when it was just cast to the rusty after years of washing … … It is the characteristics of ancient bronze craft from alloy composition, casting means to plastic arts that create the unique charm of bronze ware.

  According to statistics, in 2018, the number of visitors to museums in China reached 1.126 billion, an increase of 100 million over the previous year. In this museum craze, digital exhibitions have contributed greatly, and empowering with new technologies and new experiences has gradually become a new direction for museum development. Byung-Hwa Han said that with the continuous improvement of digital technology, it is possible for museums to display bronzes or other cultural relics digitally. This mode provides a good technical means and a brand-new form for protecting bronzes, studying bronzes and better understanding bronzes, which is beneficial to people’s understanding.

  Digital empowerment has activated Chinese excellent traditional culture. In the past two years, with the help of digital communication, traditional cultures such as museums and intangible cultural heritage have not only stood on the C position and absorbed countless powders, but also completed creative transformation and innovative development in inheritance and communication. Today’s museum exhibition layout integrates the young people’s daily life with "cross-border" thinking and "online celebrity" marketing, and glows with the light of a new paradigm. When digital technology is integrated with modern aesthetics, traditional culture can embrace the times in a new way and promote the innovative expression and development of Chinese context. Cultural relics can’t be narcissistic. In today’s "online generation", they should shine the light of their souls on the digital stage. (Reporter Shen Jia)