分类： xiyu

Ma Huateng criticized by name： ten thousand words to interpret how Tencent lost the key battle of party games

Author |Pang ruijin

Edit |Hu zhanjia

In the recent game circle, the most eye-catching is undoubtedly the party game war between Tencent’s Dream Star and Netease’s Egg Party. Previously, Zero-state LT (ID: Lingtai _ LT) made a detailed interpretation of this in the article "Ren Yuxin’s" Opening Ding Lei ":The Star of the Dream of the Yuan Dynasty must not be guarded by the Iron Throne | Interpretation of Ten Thousand Words".

Now that three months have passed, what is the situation between the two sides?

Players who have paid attention to these two games clearly know that the indicators of Yuan Meng Xing are obviously behind those of Egg Party at present. Let’s see what happened in these three months.

The annual meeting named "Yuan Meng Xing"

Ma Huateng explained the reason for "going all out"

On January 29th, at the annual meeting of Tencent in 2023, Ma Huateng, Chairman and CEO of Tencent, spent 35 minutes reviewing in detail the development of Tencent’s businesses in the past year and made plans for the future.

Among them, when talking about the game business, Ma Huateng focused on "Dream Star":

"Games are our trump card business. At present, it is known as the world’s largest game company, and it seems to be lying on the credit book of success.

However, in the past year, we have been greatly challenged. The new generation of game companies have emerged one after another. From the gameplay to the content category, we are at a loss for a while, and friends keep producing new products. We feel as if we have made no achievements-we have also launched new products, but they are not as good as expected.

In the last two months, the leisure family party game "Yuan Meng Xing" has just entered the battlefield.

Although it is late, it is not only a game for us, but also has a social component. This is our base camp position in itself, and we must go all out and ask all businesses to combine and explore common development. "

Ma Huateng delivered a speech at the Tencent Annual Meeting in 2023.

Ma Huateng’s statement shows that Dream Star bears the ambition of Tencent, the company’s next rival in the game field, the glory of the king or Peace Elite.

From this, we can also know that the main reason why Dream Star was promoted to Tencent Group’s strategy is that the product and traffic combination model of Tencent’s core battlefield "game+social relationship chain" is being challenged-UGC social game "Egg Party" wearing an entertainment coat is rapidly becoming popular in the social field of acquaintances and strangers of teenagers, and it has achieved a monthly life of over 100 million in just one and a half years, and gained 500 million registered users, directly entering Tencent’s social base camp.

But at the same time, Ma Huateng also criticized that the game business can’t lie on the credit book. Compared with the new products of friends, tencent games’s business lacks bright products.

Ma Huateng’s dissatisfaction has its own reasons: according to the financial report data, tencent games got a rough start in 2023, especially local games: Q1 revenue was about 35.1 billion yuan, up 6% year-on-year; In Q2, it dropped to 31.8 billion yuan, down about 9.4% from the previous month. The domestic market revenue of Q3 games increased by 5% year-on-year to 32.7 billion yuan, but the growth rate was far behind that of the international market by 14%.

Judging from the PPT of Tencent’s annual meeting circulated on the Internet, Ma Huateng refers to the new products of friends, mainly referring to Netease’s "Going Against the Water" mobile game and "Egg Party", which set off the banner of new travel and even sent Netease to the fourth place in the market value of Internet companies, as well as the "Collapse: Star Dome Railway" launched by Mihayou, which can succeed "The Original God".

The PPT at Tencent’s annual meeting was transmitted online, in which competitors’ new products, such as Netease’s "Going Against the Water" mobile game and "Egg Party" and Mihayou’s "Collapse: Star Dome Railway", performed brilliantly.

In contrast, almost all the new products launched by Tencent in 2023 were eclipsed. The only bright spot was Yuan Meng Xing, which Tencent bet on the resources of the whole group, and it needed to compete directly with Netease’s Egg Party. This is a hard and protracted war, and even if Tencent goes all out, it may not be able to achieve its strategic goals.

Hundreds of people’s "Egg Party" suppressed thousands of people’s "Yuan Meng Xing"

Netease got revenge for the chicken-eating war.

Tencent’s emphasis on Dream Star is almost unprecedented.

On the research and development level, as a strategic product, Yuan Meng Xing was personally created by Z1 Studio led by Yao Xiaoguang, president of Tianmei Studio Group, the most powerful subsidiary of Tencent IEG.

Because Yao Xiaoguang is also the head of social platform business of Tencent PCG, and is in charge of QQ, Yuan Meng Xing was originally named as "ZPLAN", which is a one-dimensional universe project exploration focusing on games and social orientation. After a period of exploration of super QQ show, with the fire of Netease’s Egg Party, it evolved into the final form of Yuan Meng Xing as a competing product to meet players.

When ZPAN was first exposed, it was rumored that Tianmei had set up a team of more than 1,000 people, working in Shenzhen, Beijing and Shanghai, and Tianmei also had R&D team members from several other studios involved. According to an internal employee of Tencent IEG, the entire Tianmei studio group, except L1 and L2 (studios mainly responsible for the glory of the king and the glory of the king: The World), has helped to participate in the research and development of Yuan Meng Xing, "grabbing people everywhere, and the workstation can’t sit down".

On the marketing level, the first wave of marketing offensive has been fierce since the launch of Dream Star on December 15th. On December 2, 2023, Tencent not only announced the official launch time of the game, but also announced in a high-profile manner that it would invest 1.4 billion yuan in the first phase, without capping the long-term investment, more than 600 heads of KOL waving flags, and Tencent poured all the resources of the whole group to help, which made Yuan Meng Xing show the appearance of the opening king. As soon as it appeared, it overtook Egg Party in both the download list and the best-selling list.

Similarly, Netease attaches unprecedented importance to Egg Party. Ding Lei, CEO of Netease, said in early 2023 that Netease would continue to invest more R&D power and management resources in Egg Party, making it a product with 10 or even 20 years of vitality like Fantasy Westward Journey. To this end, Ding Lei broke the convention and stared at the game project personally, not only asking questions, but even being willing to participate.

However, according to the latest report, there are only about 100 people in the team behind "Egg Party", which can’t be compared with "Dream Star". However, under Netease’s strong defensive strategy, Yuan Meng Xing only beat Egg Party for 20 days in the best-selling list, and then entered a stalemate stage for about a week, and then Egg Party began to overtake Yuan Meng Xing, which led Ma Huateng to criticize the game business mercilessly at Tencent’s 2023 annual meeting and explained why he should go all out to do Yuan Meng Xing.

Below, we can re-examine the process of engagement between the two sides from the data and time nodes published in Egg Party and Dream Star:

It is understood that "Egg Party" became popular during the Spring Festival in 2023, with a maximum income of over 10 million per day and a maximum daily activity of over 30 million, and continued to top the iOS game list within one month. On September 7, 2023, Netease announced in a high-profile way that "Egg Party" had achieved an unprecedented "double-billion achievement"-that is, MAU (monthly active users) exceeded 100 million+the total number of maps totaled 100 million. On December 8, Netease announced that the cumulative number of registered users of Egg Party exceeded 500 million.

On December 15th, Tencent’s Dream Star was launched, and the two sides launched an offensive and defensive war of marketing purchase. For the results, the outside world can only analyze the gains and losses of both sides from the changes in various lists.

Originally, Yuan Meng Xing dominated the Egg Party in both the best-selling list and the download list, but on January 1st, the Egg Party achieved a short-term overtaking, and from January 11th, Yuan Meng Xing has been behind the Egg Party in the best-selling list (Ma Huateng’s speech at Tencent’s annual meeting was in this period), and it was not until March 15th that the new season started that it overtook the Egg Party.

Comparison of the Best-seller Rankings of Yuan Meng Xing and Egg Party

Comparison of Download Rankings between Yuan Meng Xing and Egg Party

On January 25th, 2024, the creative team of Yuan Meng Xing released a "Letter to All Players of Yuan Meng Xing" through Weibo, official WeChat official account and other channels, in which some data performances since the launch of the product were disclosed for the first time-in less than one month after the launch of Yuan Meng Xing on December 15th, 2023, the number of registered players exceeded 80 million.

Tencent officially announced that the number of registered users of Yuan Meng Xing exceeded 80 million in the first month of its launch.

Then, on February 2, 2024, the Egg Party sent a happy news called "Egg Victory Ceremony" to the players in the game, saying that "we won again", and announced that the daily play times of Egg Paradise exceeded 100 million, 400,000+content creations were added every day, an average of 3.8 paradise maps were born every second, and the game had 20 million+creative partners with love and like-mindedness.

Next, Netease officially announced that the DAU (daily active users) of Egg Party on New Year’s Eve exceeded 40 million, and after the first day of the New Year’s Day, Dream Star was overtaken by Egg Party in the download list, and the gap between the two sides was rapidly widened during the whole Spring Festival file-data points, as of February 15, Egg Party was in China App Store for nearly 30 days.

Netease announced on the first day of New Year’s Eve that "Egg Party" will live more than 40 million days.

However, Yuan Meng Xing has not yet released all the data during the Spring Festival, but what is certain is that both DAU and Liushui are far lower than Egg Party, so Tencent’s offensive campaign for the Spring Festival has not won, but has been completely surpassed by Netease. So, how does Netease arrange the "Egg Party" to keep rolling?

Originally, Egg Party announced that it would invest 500 million yuan to encourage the creation of UGC content, but Dream Star announced that it would spend 1.4 billion yuan to encourage the creators of UGC in the first stage before it went online, and the subsequent investment would not be capped. After entering 2024, "Egg Party" quickly followed up and announced the opening of the annual plan of "10 billion subsidies to give back eggs". The first step was to double the original incentive of 500 million yuan to 1 billion yuan, and even provide employment opportunities.

At the beginning of 2024, Netease announced the opening of the annual plan of "10 billion subsidies to give back eggs"

Netease’s strategy of spending a lot of money has achieved results. Egg Party not only continued the popularity of last year’s Spring Festival, but even promoted DAU from 30 million during last year’s Spring Festival to 40 million on New Year’s Eve this year. However, the performance of Dream of the Yuan Dynasty has gone from bad to worse, which can only be explained as the struggle between two tigers is bound to hurt …

It can be said that this war not only failed to repeat the history of the "chicken-eating war" between Netease and Tencent five years ago, but also allowed Netease to report the "revenge with one arrow" for the defeat in the chicken-eating market five years ago.

Spring Festival marketing war

Who is better?

Kwan, the producer of Egg Party, said in an interview with foreign media mobilegamer.biz recently that the success of Egg Party depends not on huge purchases, but on effective promotion and marketing with UGC as the core, and the promotion of Egg Party depends on players and communities. For example, in January, the Tik Tok account of "Egg Party" rose by 13.84 million yuan, of which 10.28 million yuan rose in a week through the Spring Festival theme activities, which overwhelmed Dong Yuhui, and now it generates billions of views every month.

From January 22 to January 28, 2024, Egg Party gained more than 10.28 million yuan in a week through the theme activities of the Spring Festival.

On the other hand, the recent defeat of Yuan Meng Xing made Tencent fail to win the "king" position of the party game track. Is it a strategic mistake of Tencent, or is its strategy too conservative? And we can see the whole leopard from the fierce confrontation between the two sides in the Spring Festival stalls.

Actually, Ma Huateng didn’t arrive at the Spring Festival when he spoke at Tencent’s annual meeting. However, due to the family-friendly nature of Yuan Meng Xing and the fact that Egg Party was popular during the Spring Festival holiday last year, both players and practitioners regarded Yuan Meng Xing’s efforts in the Spring Festival as a time window and opportunity for Yuan Meng Xing to regain the situation, and Yuan Meng Xing also opened on January 26th.

During the whole Spring Festival of 2024, Tencent and Netease further "made a big fight" around the game Spring Festival welfare, celebration activities, star power, IP linkage, UGC content and so on. All kinds of marketing inside and outside the game are pervasive, and the marketing methods adopted by each party can almost find targeted countermeasures in the other party, such as:

"Egg Party" invited Andy as the spokesperson, while "Dream of the Yuan Dynasty" invited Adam, YUQI and Daxun Wei; "Egg Party" is linked with bears, while "Yuan Meng Xing" is linked with brands such as Altman and Milk Dragon. "Egg Party" carries out IP linkage with the Forbidden City to watch the Tang Dynasty, and promotes the traditional culture through innovative scene presentation and interesting cultural relics play. "Dream of the Yuan" is linked with several brands, such as Juewei Duck Neck, Haidilao, Luckin Coffee, Laiyifen Snacks, the GreenParty and Clever, to create offline stores and online games, so as to enlarge the influence of games in users’ real life.

During the Spring Festival, "Egg Party" also achieved the feat of covering hundreds of cities online through 43 Spring Festival temple fairs in 33 cities in 15 provinces, plus 154 egg friends’ encounters and some punching activities. "Dream of the Yuan Dynasty Star" launched a variety of linkage products offline, including "Star Treasure" dolls launched in cooperation with the Green Party and other brands, physical collection cards in cooperation with Aofei Entertainment, and even limited-edition "Dream of the Yuan Dynasty Star" theme fireworks products launched in cooperation with Liuyang Fireworks …

During the Spring Festival, the official of Egg Party actively arranged the offline Spring Festival temple fair activities.

A limited edition theme fireworks product jointly launched by Yuan Meng Xing and Liuyang Fireworks.

The most noteworthy thing about this is that the two sides take turns to board the Spring Festival Evening or other parties, which is very likely that you will sing and I will appear-

In fact, the first to start the cooperation mode between the game and the mainstream party is Yuan Meng Xing —— On the evening of December 31st, 2023, an adaptation song of "Family Fun" from Yuan Meng Xing named "Dream Together and Find Yourself" boarded "Sailing 2024—— New Year’s Eve Party of CCTV". When introducing the program, the host also specifically mentioned "Thanks to Tianmei Studio Group for their strong support to this program. Gather good friends anytime, anywhere. Dream star, let’s go to happiness together! "

The adaptation song "Dream Together" of "Dream of the Yuan Dynasty" appeared in the New Year’s Eve party of CCTV Headquarters.

Perhaps Netease was inspired by the linkage mode of game and party cooperation initiated by Tencent, so it planned a series of linkages between Egg Party and mainstream parties during the Spring Festival-first, Happy Birthday, which was adapted from the theme song of the seventh season of Egg Party on February 2nd, won the CCTV 2024 network Spring Festival Evening. For this party, CCTV’s four channels broadcasted 12 times in a row, and the whole network broadcast volume exceeded 1.5 billion. Then, on February 7th, the seven opera styles of Egg Party were even more stunning, and they appeared in the 2024 Henan Spring Festival Evening hosted by Henan Satellite TV. Many people were amazed by the combination of reality and drama art and expressive force.

"Egg Party" won the CCTV Headquarters’ 2024 Internet Spring Festival Gala on New Year’s Eve with "Happy Birth" adapted from the theme song of the seventh season.

"Egg Party" appeared in the 2024 Henan Spring Festival Gala hosted by Henan Satellite TV.

Netease was not satisfied with the Spring Festival Evening of CCTV and local TV respectively. On New Year’s Eve, it also held the 2024 Spring Festival Evening of Egg Island in the game, and built a new cyber New Year’s Eve with young players in three "Spring Festival Evening".

"Egg Party" held the 2024 Egg Island Spring Festival Evening in the game.

Pay attention! ! ! I’m the most beautiful egg in the Spring Festival, and I’m going to connect to three "Spring Festival Galas"!

After boarding the three Spring Festival Galas in succession, The Egg Party really attracted the attention of the mainstream network to a certain extent, and brought a very effective circle-breaking effect. According to statistics, on the three social platforms of Weibo, Tik Tok and bilibili, "Egg Party" generated eight related hot searches during the Spring Festival.

After boarding these three Spring Festival Galas in succession, there were eight related hot searches made by Egg Party during the Spring Festival.

As a direct competitor of Egg Party, Yuan Meng Xing was caught off guard by Netease’s Spring Festival Evening offensive for a time. After returning to work after the Spring Festival, the Yuan Meng Xing project team quickly reached a second cooperation with CCTV. This cooperation is to let "Yuan Meng Xing" broadcast the CCTV Lantern Festival live, and let the host read such a slogan simply and directly:

"Next, welcome everyone to" Yuan Meng Xing ".You can watch the Lantern Festival party and participate in solve riddles on the lanterns activities through the genuine family party APP or WeChat QQ Yuan Meng Xing applet. You can also get permanent’ fashion’ and’ lantern lights’! "

"Yuan Meng Xing" directly chose to cooperate with CCTV Lantern Festival.

However, this is also the advantage that Yuan Meng Xing with built-in Tencent video is more inclined to use Tencent’s resources to create a "small meta-universe" compared with Egg Party. Previously, Dream of the Yuan Dynasty used a projector in the Star Home to let users watch Tencent videos in the game, but this time, Dream of the Yuan Dynasty directly set up a new big screen in the middle of the Star Dream Square, so that all players can watch the live broadcast of CCTV Lantern Festival here.

"Star of Dreams" directly set up a new big screen in the middle of "Star Dream Square" to broadcast the CCTV Lantern Festival live.

This time, "Dream of the Yuan Dynasty" was presented in a live online interactive way: CCTV host and "Dream of the Yuan Dynasty" invited the audience in front of the scene and TV to solve riddles on the lanterns together; In the live broadcast, Xingbao showed riddles and did enough interaction; Finally, the host invited everyone to go to solve riddles on the lanterns in Yuan Meng Xing.

The host of CCTV and Yuan Meng Xing invited the audience in front of the TV to solve riddles on the lanterns together.

The way in which "Dream of the Yuan Dynasty Star" linked with the party was a concrete presentation of the "super digital scene" proposed by Ma Xiaoyi, senior vice president of Tencent a few years ago. When modern technology meets traditional festivals, as the only "Little Metauniverse" live broadcast scene of CCTV Lantern Festival, it not only embodies innovation, but also deepens the integration and communication of "thought+art+technology", allowing the public to feel the fresh experience brought by digital technology while celebrating the festival.

The live broadcast of "Dream Star" to the 2024 CCTV Lantern Festival is a concrete presentation of "super digital scene"

It is also the linkage with the live broadcast of the CCTV Lantern Festival that made Yuan Meng Xing, which dropped to 42 on the best-selling list, jump to 16th on the best-selling list on the Lantern Festival, which raised the income curve. Although it still can’t catch up with Egg Party, this wave of Lantern Festival offensive can be regarded as a hope for further counterattack of Yuan Meng Xing in the future.

However, the income curve of Yuan Meng Xing declined further, and it fell out of the top 50 of the best-selling list for the first time on March 7, which has already declared Yuan Meng Xing’s defeat in this round of the Spring Festival party game war. However, Tencent has not given up "Dream Star", and is currently preparing for the next big version of the content update, when a new round of party game showdown will be ushered in.

On February 29th, Netease released the financial report for the fourth quarter and the whole year of 2023. Although it set the best performance in history (revenue exceeding 100 billion for the first time and profit exceeding 30 billion for the first time), the Q4 revenue and profit were not as good as the market expectation, which led to the decline of Netease’s share price. Behind the decline of Netease Q4′ s performance, one is the lack of new games, and the other is to block "Dream Star". Netease has greatly increased its marketing expenses.

Ding Lei, the boss of Netease, commented on this: "The increase in marketing expenses in the fourth quarter is mainly due to competition. I think this is normal. During the Spring Festival this year, the number of daily active users of Egg Party exceeded 40 million, indicating that the marketing expenses we spent have received positive and positive results. The proportion of market expenses next year will not change much compared with this year. We are still very strict in the management of market expenses, and we have been actively exploring various methods to effectively improve the return on investment, so I believe that there is no need to worry about it from the operational point of view. "

In 2024, Netease’s investment in "Egg Party" is still increasing. For example, Netease’s annual plan of "10 billion subsidies to give back eggs" is intended to send 10 billion yuan in 2024. However, at present, Netease has paid a lot of money to block Yuan Meng Xing. After all, under the fierce attack of Tencent, Egg Party successfully suppressed Yuan Meng Xing in the double list (download list and best seller list) throughout the Spring Festival, and has maintained its advantages to this day. Even Yuan Meng Xing has surpassed the mobile game "Against the Water" and "Fantasy Westward Journey".

UGC content ecological moat is too deep

"Yuan Meng Xing" is hard to shake the user disk of "Egg Party"

Party games are inherently leisure and social, with low game threshold and strong social attributes. In fact, they have become the social currency of young people and can be called a new generation of "family fun games".

In the initial online stage of Yuan Meng Xing, as a new product, the game, together with Tencent’s call for more than 600 online celebrity to help out and large-scale purchase marketing, once made the growth rate and increment of Yuan Meng Xing exceed that of Egg Party, but with the user growth rate and increment of Yuan Meng Xing, it was exhausted, so it still could not swallow the stock market of Egg Party after one month.

During the Spring Festival, people will have a lot of leisure time, and large-scale population migration activities have also created conditions for the popularization of party games. Therefore, as the highlight moment of party games, the Spring Festival file is a severe test for Tencent and Netease. Therefore, both Tencent and Netease took the Spring Festival file as the stage of the second round of the party game war. However, in this fierce marketing war of the Spring Festival file of the party game, Yuan Meng Xing not only failed to shake the first-Mover advantage of Egg Party, but even further widened the gap.

Now Tencent and Netease have been fighting for three months, and both sides realize that this is not the battle of Tianwangshan, which can be done quickly, but will be a protracted war like a seesaw. Then, how can Yuan Meng Xing reverse the decline of "opening higher and walking lower"? Since big money marketing cannot reverse the situation, perhaps Tencent should make changes from the product level.

Party games are for young people, and the target users should be young people. The Star of Dreams wants to be a national leisure game of "Xian Yi for all ages" and replicate the success of the glory of the king. For this reason, Tencent integrated biochemical pursuit, Grandmaster at Arms, hide-and-seek, breaking through Neverland, Who is a werewolf, undercover action, etc. into Yuan Meng Xing, in an attempt to build a QQ game hall with party attributes and provide players with more choices.

Various ways of playing in Yuan Meng Xing

However, the recent data decline of Yuan Meng Xing also shows that the game with the goal of "Xian Yi for all ages" and "all ages" is probably a false proposition. Yuan Meng Xing wants to be a family fun game for users of all ages in product positioning, but the result that any group wants to do it may be that every group can’t do it well. If a player says that in the werewolf killing mode, the experience of single player matching and team matching is completely different, Tencent chose to sacrifice the game experience of single player in order to match the traffic of team matching.

On the Zhihu, the discussion about the declining popularity of Yuan Meng Xing has also become a hot topic. "How do you think that the popularity of" Yuan Meng Xing "has been greatly reduced after one month of service?" It has been viewed more than 2.18 million times, among which many game practitioners actively express their opinions.

According to the game planner "The Magician Cat is Extraordinary", when a homogeneous competing game appears, players tend not to play this homogeneous competing game because the original sinking cost is too high, for example, a lot of time and money spent before the game, various props accumulated in the game, and accumulated social relationships.

"The Magician Cat is Extraordinary" also compares the failure of many game products that follow the strategy, such as the glory of the king, and thinks that products that are essentially homogeneous can’t attract players to abandon sunk costs and throw themselves into the embrace of new products, unless Dream Star is "much better, good enough to make you willing to give up the old games you played before", otherwise, before Netease’s Egg Party doesn’t make any fatal mistakes,

The game industry analyst "Du Li Ren" thinks that "Yuan Meng Xing" lost in Goose Factory and didn’t realize that party games/family fun games/leisure competitive games/Sugar Bean People like games can make a big DAU product in China market. However, under this throne track, if the first-hand advantage is lost, the cost and difficulty of catching up will still be unbearable even for Goose Factory.

"DuDu Chestnut" also added that if the success of "Egg Party" is an ancient god-level splash of wealth because the product mispronounced the spell, then the current failure of "Star of Dreams" is the inevitable result of Don Quixote’s challenge to the throne windmill. From the marketing behavior of Goose Factory, we can see that the idea of launching the whole product reveals a sense of despair and fatalism that going out without proper sword has been besieged by six sects of Guangmingding.

In fact, two users in Zhihu, who are practitioners in the game industry, believe that the failure of Dream of the Yuan Dynasty lies in the loss of the first-hand advantage as a follower, and the migration cost is involved when users switch to new products after paying a certain sunk cost. From the game design point of view, Yuan Meng Xing, which stands on the giant’s shoulders, is not because the product is not good enough, but because the UGC community has already formed before the Egg Party, and the corresponding users’ minds, emotions, culture and socialization are difficult to be successfully copied by the latecomers.

Maybe someone will refute the case of Netease’s chicken-eating war that Tencent’s post-production team won five years ago, but if we make a detailed reply, the situation faced by these two wars is different:

First of all, Netease’s "Wild Action" was less than half a year ahead of Tencent’s mobile game of eating chicken. Although the daily active users exceeded 20 million, the user relationship chain has not yet settled, and the sinking cost of users abandoning the game is not high. The game of eating chicken belongs to the competitive battle category that Tencent has always been good at. Players are more accustomed to using Tencent’s traffic based on WeChat and QQ and the user’s social relationship chain to open black, not to mention Tencent also owns the copyright of genuine chicken-eating games. In addition, internal Tianmei and Photon are also engaged in horse racing, and the two studios have been deeply involved in the shooting game track for many years, and they are ahead of Netease in polishing and restoring the details of the products. Finally, before the game version number was obtained, Tencent directly killed Netease’s chicken eating game by operating two chicken eating products for more than one year at a loss.

In addition, in terms of product quality, Netease’s Wilderness Action is also one level worse than Tencent Photonics Studio’s Jedi Survival: Stimulating the Battlefield. Netease uses its own engine Messiah to develop, and the picture quality and operation feel are not enough. Tencent uses unreal engine 4, which is consistent with the end-game "Survival of the Jedi", and restores the game experience anchored by the end-game to the greatest extent. In addition, Netease’s accumulated experience in shooting game track is far from Tencent’s, and the route of photon selection to restore the end-game has also defeated the innovative route of mobile games chosen by Tianmei. In the end, "Jedi Survival: Stimulating the Battlefield" successfully ate the "chicken" from the melee of many mobile games.

Ma Xiaoyi, senior vice president of Tencent, once commented on Tencent’s winning the chicken-eating war: "When the door of a market segment has not yet been opened, it needs enough strength, that is, good enough products and sufficient resources, to push the door open. For example, some people started shooting games in China in 2004, and Tencent only started doing them in 2008. The ultimate success is those who achieve quality, get a good solution in key gameplay, understand the core of this game, and build the surrounding ecology based on the core, so that such products can finally be. " It can be seen that if you want to open a new game category, quality must be the premise, which is more important than speed and traffic. If you are not a pioneer, you will definitely win. Obviously, the quality of Operation Wilderness, which was half a year ahead in the starting stage at that time, was not enough to create a chicken-eating category in mobile games with a strong attitude.

However, the deeper reason is that the user demand of competitive war games is different from that of party games. The user demand of chicken-eating games lies in being able to quickly team up with acquaintances and friends and match strangers with the same level, while the user demand of party games is based on the content ecological interaction of UGC.

The social relationship chain based on acquaintances is the biggest advantage of Tencent’s entry into the game field, and Tencent is also good at accurately matching users with similar competitive level, especially under the premise that Tencent already has the successful case of the glory of the king, so the biggest advantage of Jedi Survival: Stimulating the Battlefield is that it can make many players match in a short time, and there are a large number of robots in the low sub-bureau, so that many players with poor skills can also get a very good game experience, which effectively guarantees the players.

However, the moat of UGC content ecology is deeper than the social relationship chain and user matching mechanism. In this respect, Tencent has not had a particularly successful product case so far, let alone being able to achieve a latecomer. Of course, when it comes to content and community genes, Tencent is also indispensable, and casual games are Tencent’s strengths. What Tencent needs to do now is to come up with an original explosion phenomenon-level new tour and be a leader rather than a follower. In the long-term competition of party games in the future, tencent games also urgently needs a successful explosive product to boost its morale, to prove that it understands and can catch young people.

Nowadays, Egg Party has evolved from a single game to a platform product. With massive user resources, high-quality maps and a large number of game anchors, Egg Party continues to generate word-of-mouth and brand influence, and fully expands the content ecology of UGC through a benign snowball-like positive cycle.

Kwan, the producer of Egg Party, told foreign media that Egg Party was originally established as a UGC project, so it is not just a party game. "Other party games usually rely on the development team to create most levels and game mechanisms. However, in Egg Party, we believe in one principle: players are the most creative people and have unlimited potential. Therefore, Egg Party attaches great importance to UGC. The core of UGC is to lower the threshold for the use of editors. "

Kwan admits that the first day of Egg Party was not popular because it takes time for players to create and share levels. "In fact, the development of Egg Party in China market is not smooth. We experienced days of low morale and confusion. However, by persisting in constantly improving the UGC experience, we have gradually won the recognition and support of the majority of players. " Kwan said, "So far, more than 10 million players have become map makers, with an average of 10 maps per person." According to the data released by Netease before the Spring Festival, there are now more than 20 million creators of Egg Party, and an average of 3.8 paradise maps are born every second.

Kwan added that "Egg Party" is not a kryptonite game. On the contrary, the commercialization of the game is mainly based on appearance. "Our goal is for all players to establish close social ties in the game, become friends and get together. Therefore, our core business philosophy is to help players be themselves. "

The first creator conference of Egg Party was held on June 17th, 2023. The producer Kwan said that the UGC map of Egg Party was added by one million every week, and the number of creators exceeded ten million.

In contrast, Yuan Meng Xing, which entered the market one and a half years late, even if it invested 1.4 billion yuan in incentive funds to provide all-round support to UGC creators, it would be difficult to cross the moat of UGC content ecology in Egg Party. For example, it is also a recently recommended map. The number of UGC maps of Egg Party is generally in the millions, and the most can even be played by millions of people. On the other hand, "Dream of the Yuan Dynasty" is on the order of 100,000, and at least only tens of thousands of people play it. The user activity of both UGC games is obvious.

The UGC content of Egg Party is too deep, and Yuan Meng Xing, as a follower, is insurmountable.

In fact, Tencent’s product style has always been better at the improvement and perfection stage from 10 to 100, rather than the initial cultivation stage between 0-1 and 1-10. Therefore, the failure of Dream Star is not due to the product strength, but the more important factor is that Tencent, which lost its first-Mover advantage, failed to lay a good foundation in the content ecology. Compared with the UGC content ecology spontaneously formed by the players in Egg Party, Dream Star can’t really build the foundation from 0-10 initial cultivation stage by throwing money alone, so it is naturally difficult to build a towering building from 10-100 on the "tofu soil".

This is the same from the Weibo war with Sina on the social media track in Tencent’s history, the UGC long video war between ByteDance and bilibili on the watermelon video, and the catching-up pace of Tencent’s video number VS Tik Tok on the short video track at present. Of course, just as Ma Huateng described the video number as "the hope of the whole goose factory", Yuan Dream Star is too late to enter the market and is a follower, so it is difficult for Yuan Dream Star to cross the community barrier of UGC content ecology of the pioneer Egg Party.

Back then, Tencent, as a follower of Sina, launched Tencent Weibo only for defense. When WeChat was born, Tencent immediately switched tracks and carried out All in, which kept the foundation of the social empire in the mobile era, and then got tickets for the mobile Internet, which was far more successful than being a social media platform.

When WeChat was born, Tencent immediately changed the track and carried out All in, which was far more successful than being a Weibo.

Today, 14 years later, the whole network is paying attention to the party game war between Tencent and Netease, two China Internet giants. Netease, a veteran game giant in China, which is often known as the "second child of the Millennium", is definitely not willing to be relegated to Tencent for a long time; Tencent, on the other hand, will never give up its position as the game and social leader when it lacks a king-level game relay that can change the industry structure for five consecutive years.

In 2024, if Dream Star wants to achieve something, I’m afraid it needs to readjust its positioning, and make differentiation according to user data and market feedback, so that there is hope of overtaking Egg Party in a corner. He Beihang, a game industry analyst who has worked in Netease and Tencent successively, wrote on his official website that the most suitable route for Yuan Meng Xing is to be different from Egg Party, and the target users are mainly young people with social needs for marriage and love. The game environment is also improved for such users, and the market that Egg Party cannot reach is "established".

Tencent loses key battle

What is the future of Yuan Meng Xing?

Tencent Tianmei Studio Group, which once came from behind in the MOBA mobile game war and made "the glory of the king", a "money printing machine" that made Tencent eat dividends for almost ten years, is undoubtedly the studio with the most abundant funds and resources in the game industry in the world. For example, today’s American studio group mobilized the elites of major studios to create "Star of Dreams", and then mobilized the group’s resources All in to fully bet on entering the party game track that is regarded as the position of guarding Tencent’s social base camp, and it is also a key battle for Tencent to compete for Z generation users.

However, Yuan Meng Xing failed to make Tencent’s dream come true in this crucial battle. Now, Tencent is facing the situation that on the one hand, Netease shook the basic social disk with Egg Party, which caused a "backyard fire", and on the other hand, it supported the creators’ high-intensity marketing investment through "money-buying ability"+joint endorsement+red envelopes "pulling people’s heads" and throwing money, but it did not achieve remarkable results, and the user retention rate was not high.

Nowadays, in this battle that Tencent attaches great importance to, it can’t "lose" or retreat. There are two main roads in front of Yuan Meng Xing: First, it is willing to accept the failure of Yuan Meng Xing, give up its determination and behavior to compete with Netease in party games, and turn to other tracks to find new opportunities; The second is to continue All in, develop a new version of Yuan Meng Xing, and wait for the right time to compete with Netease again.

In addition, Tencent can further increase the price after making a choice in "Dream Star", and then settle down again on the track of party games, support new projects as challengers, and compete with Netease again. For example, among Tencent’s four major studios, only Tianmei Studio Group will go to war at present. It is not excluded that other studios or Tianmei will continue to carry out horse racing attacks on the party game track in the future.

No matter how Tencent will respond next, it will be a key turning point in the history of China’s game industry, which also means that Tencent’s pre-emptive competition mode is not omnipotent in the past. From the "IEG self-research project springing up plan" released by Tencent at the beginning of this year to strengthen the investment in research and development resources for new opportunities, new gameplay and vertical game incubation, Tencent itself is aware of this problem and has started its own reform mechanism for change, but the effect remains to be seen.

On March 15th, after the "Time Roaming" version of Yuan Meng Xing was updated in the new season, the game realized the formal intercommunication between WeChat and QQ. This is also the first time in history that Tencent’s games directly opened the WeChat and QQ ecosystem, and Yuan Meng Xing also surpassed "Egg Party" for one day on the best-selling list. For Tencent, it has undoubtedly opened a new journey of Yuan Meng Xing. It can be seen that at present, Tencent still won’t give up "Dream Star", and it will not easily give up on the track of party games. What kind of big moves Tencent will sacrifice in the future is worthy of continued attention.

"Yuan Meng Xing" realized the official intercommunication between WeChat and QQ, which is the first time in history that Tencent games directly opened the WeChat and QQ ecosystem.

Just as Ma Huateng criticized the unsatisfactory performance of the game business at Tencent Annual Meeting in 2023, he encouraged all the staff: "Now we are as excited as chicken blood, and we are back to the process of how to step up from more than a dozen people in the game industry. Recalling the difficult process of starting a business, we will have a fighting spirit. We can’t lie on the credit book and retreat if we don’t advance."

How will Tencent IEG make a choice in the future, and can it hand over an answer sheet that will satisfy the big boss Ma Huateng?

Female donkey friends walked alone on the ＂Locke Line＂ and lost contact for 9 days. More than 100 police and people searched and rescued.

　　Huaxi Dushi Bao-cover journalist Xu Xiangdong

　　In 1928, Joseph Charles Francis Rock, an American explorer, came to Muli County, Liangshan Prefecture, crossed the vast mountains and virgin forests, and went to Aden, a rice city in Ganzi Prefecture. This route was called the Lok Line, from which the word "Shangri-La" came. The scenery along the Lok Line is absolutely beautiful, with three main snow-capped mountains. It is the top hiking route in China and attracts many outdoor enthusiasts.

　　On April 19th, Jing Qianqian, a 31-year-old female donkey friend from Qingdao, Shandong Province, challenged the Lok Line. She arrived in Muli County and planned to cross the Lok Line on foot alone. On April 20th, she started crossing from Dulu Village in Muli County, and originally planned to arrive in Aden four days later, but since the 20th, she has been in a state of losing contact.

　　After Jing Qian lost contact, Muli County dispatched more than 100 people to the mountains for search and rescue in three ways.

　　On the morning of April 29th, good news came. The police and local villagers of Shuiluo Police Station of Muli County Public Security Bureau found Jing Qianqian who was injured and had a weak breath near Baishui River in Shuiluo Township, and rescued her from the mountain. At this time, she has persisted in living in the wild for 9 days.

　　go missing

　　Uninvited wizard

　　Female donkey friends hike the Lok Line alone.

　　According to Jing Qianqian’s brother-in-law, Mr. Wang, Jing Qianqian is single, a doctor and an outdoor enthusiast, with good physical fitness and relevant field hiking experience.

　　Before leaving for Muli this time, Jing Qianqian told her sister and a friend about her travel plan, saying that there was no cell phone signal for a few days during the hike, and she would report peace after the signal.

　　For most people, the Lok Line is a strange word. Jing Qianqian’s family is not aware of its danger. In addition, she has had many experiences in the field before, and her family did not discourage her.

　　On April 18th, Jing Qianqian set off from Beijing, flew to Chengdu and took the train to Xichang. On the 19th, I took a bus from Xichang to Muli. Then, start from Muli County, arrive at Shuiluo Township, and then go to Dulu Village. On the 20th, from Dulu Village to Shuiluo Gold Mine, the crossing officially started.

　　Combined with the online strategy, she drew up a planned itinerary: after leaving on April 20, she walked 15 kilometers that day and arrived at Mancuo Cattle Farm for camping (4000 meters above sea level); On the 21st, walk 11km to Wanhuachi Cattle Farm (4200m above sea level); On the 22nd, I walked 11 kilometers and arrived at Xinguo Cattle Farm (4270 meters above sea level). On the 23rd, I walked for 12 kilometers and arrived at Xiadu Cattle Farm (4400 meters above sea level). On the 24th, walk 13km and arrive at the destination Aden Scenic Area (3,700 meters above sea level).

　　Dulu Village, Shuiluo Township, is the starting point of hiking on the Lok Line. Further on, there is no road and no cell phone signal.

　　At about 7: 00 p.m. on April 19, Tser Onding, a villager in Dulu Village, met Jing Qianqian with a backpack at Shuiluo Township Bus Terminal. Jing Qianqian told Er Onding that she was going to Dulu Village, preparing to cross the Lok Line, and was waiting for the contacted car to pick her up.

　　At that time, it was getting dark and Dulu village was still far away. When I saw Jing Qianqian alone, Er Onding drove her to her destination for free. Halfway to the garage, Tashi, a villager who came to pick up Jing Qianqian, arrived, so Jing Qianqian changed to Tashi’s car and went to Dulu Village. That night, Jing Qianqian added Er Onding as a friend through WeChat.

　　On April 20, Jing Qianqian set out and started hiking alone without a guide. According to the crossing plan, she should have arrived in Aden on April 24, but she has never contacted her friends and family, and her mobile phone has been disconnected, and she has lost contact.

　　Tsering Onding said that after April 20th, he never received Jing Qianqian’s WeChat again, sent no messages back, and his circle of friends was not updated.

　　look for

　　Hundreds of people enter the mountains.

　　Three search and rescue teams, three lines for search and rescue.

　　Before the crossing, Jing Qianqian met a friend and met in Aden on April 24th, but she stood me up. Her friend immediately contacted Jing Qianqian’s family, and the family then called the police in Aden Scenic Area and asked for help.

　　After searching, the rescue team in Aden Scenic Area did not find Jing Qianqian in the Aden area. Judging from this, she is still located in Muli County.

　　"I should persuade her again." For Jing Qianqian’s loss of contact, Tsering Onding regretted it. At that time, he had been persuading Jing Qianqian to invite a guide and a team leader. It was dangerous to go alone, but he failed to persuade her.

　　On April 25, the day after Jing Qian lost contact, Muli County Public Security Bureau 110 received an alarm from Jing Qian’s family and asked for it. The local government and the police immediately launched an emergency linkage mechanism, organized three search and rescue teams, and went into the mountains for search and rescue in three routes. At the same time, print the searching for you announcement and paste it along the way.

　　According to the police investigation, Jing Qianqian entered the mountain near Shenxian Cave, Baishui River, Qila Village, Shuiluo Township.

　　The first rescue team, led by Er Danzhu, started from the Xialuo formation in Qila village, passed Zhaheqi and Caowuqi to Aden, and asked the villagers who dug cordyceps along the way.

　　The second rescue team, led by Tumi, started from Shuiluo township government, passed through Erze Gold Mine, Baishui River and Changbing, and reached the border of Daocheng.

　　The third rescue team, led by Tashi Danzhu, set out from Baishui River, passed through Erze, and searched at the border between Erze Ranch and Daocheng.

　　The Shuiluo Township Government also mobilized and organized village cadres and villagers who went up the mountain to dig Cordyceps, and used walkie-talkies to contact each other and launched a nationwide search and rescue. More than 100 people participated in the rescue. However, the mountains and forests along the Lok Line are dense, there are no roads, and there is no cell phone signal all the way, so the rescue is very difficult.

　　At the same time, the criminal investigation, special patrol, traffic police and tourism bureau of Muli Public Security Bureau are also on standby at any time to prepare for emergency rescue. Enthusiastic netizens in Muli County also spontaneously organized themselves to provide relevant help for finding Jing Qianqian.

　　find

　　Lie beside the river ditch

　　Weak breathing, broken leg.

　　On the evening of April 27th, Jing Qianqian’s brother-in-law, Mr. Wang, and other family members rushed to Shuiluo Township from Shandong to cooperate with the rescue work. Family members far away in Shandong are also anxiously waiting for the news ahead.

　　By April 29th, it had been 9 days since Jing Qian lost contact, and the rescue work was still in progress. With the deepening of the three rescue teams, the search area is gradually expanding.

　　At 7 o’clock on the morning of 29th, Huang Lijun, director of Shuiluo Police Station of Muli County Public Security Bureau, set out again with two policemen and Jing Qianqian’s family to search near Baishui River.

　　At the scene, the police, family members and village cadres once again analyzed the map, and everyone discussed and prepared to search again in the nearby area where Jing Qianqian set off. Eight enthusiastic villagers joined the search and rescue team.

　　At 8 o’clock in the morning, the search and rescue team entered the dense jungle. After walking for about 2 hours, I came to a river ditch and a backpack on the ground appeared in front of everyone. Next to the backpack, lay a woman in a green jacket. Everyone exclaimed together: Jing Qianqian!

　　Huang Lijun came forward to check and found that JingQianQian still had a weak breath and pulse, and her lips were still trembling slightly. After preliminary examination, her leg was fractured, her face was pale and emaciated, and her condition was very poor.

　　Huang Lijun said, find JingQianQian place, is a river ditch, it is not easy to be found, no one thought she would go there. When she was found, she still had some dry food in her backpack.

　　Rescuers immediately cut down some trees and made a simple stretcher on the spot. Everyone carefully carried Jing Qianqian to the stretcher and moistened her lips with cotton swabs.

　　Everyone took turns carrying stretchers and escorting Jing Qianqian down the hill. At the same time, the police informed two ambulances on standby in the township through the intercom.

　　At about 12 noon, Jing Qianqian was sent to Shanxiatong Highway. The medical staff at the scene immediately infused her and measured her blood pressure, and her condition improved slightly.

　　Subsequently, she was taken to an ambulance and taken to the hospital for emergency treatment. What is the specific situation? As of 1 o’clock this morning, there is no news of escape.

　　remind

　　Although the scenery is beautiful, it is not recommended for women to cross alone.

　　The Lok Line is about 90 kilometers long, with the lowest elevation of 2,300 meters and the highest elevation of 4,800 meters. Among them, most of the lines are above 4000 meters above sea level. In addition to crossing dense forests, they also have to cross a number of barren mountain passes, and the mobile phone has no signal throughout.

　　It is found that Jing Qianqian’s distress is about 2 hours away from Baishui River at the foot of the mountain, and Baishui River is less than 10 kilometers away from Shuiluo Gold Mine. This shows that Jing Qianqian didn’t walk for a long time after departure, and she may have an accident because of falling and other reasons. At the same time, it has deviated from the direction of Locke’s line here, which also shows that she may have lost her way. Fortunately, she was trapped in the wild, persisted for 9 days, and finally waited for help.

　　Mr. Chen, a senior friend of Xichang who once crossed this route, said that the beautiful scenery on the Lok Line will attract a large number of outdoor enthusiasts from April to May and September to October every year. This route does not require high skills, and there is no need for rock climbing, but it belongs to moderate intensity hiking and has certain dangers. Travelers need to have more outdoor experience, good physical fitness and can’t have altitude sickness.

　　It usually takes 4 to 5 days to cross the Lok Line. Basically, it is a group trip. Local villagers should be hired as guides in advance, and caravans should be hired to transport camping equipment and food. Because of the high altitude and no one, you may encounter unexpected situations at any time. At this time, if there is no help from others, it will be fatal. Therefore, it is not recommended for individuals, especially women, to cross alone.

　　On April 15th, before the loss of contact, the Shuiluo Township Government issued the "Advice Letter for Travellers Entering Shuiluo Township".

　　The "Advice Book" reminds tourists that because the scenic spots in Shuiluo Township have not been formally developed, the dense forests in the territory are easy to get lost, the natural conditions are particularly bad, and various safeguard measures are still lacking. Previously, there have been incidents in which tourists were killed in the mountains. I hope that tourists will cherish their lives. Although the beautiful scenery is ahead, don’t rush into undeveloped areas without adequate preparation.

Make history! E-sports became the official event of Asian Games for the first time.

　　On December 16th, the 38th General Assembly of the Asian Olympic Council was held in Muscat, Sultanate of Oman. This meeting approved e-sports as the official project of the 2022 Hangzhou Asian Games.

　　The 19th Asian Games will be held in Hangzhou, China from September 10th to 25th, 2022.

　　According to the project attributes and setting principles, the Hangzhou Asian Games Organizing Committee reported the proposal that e-sports was selected as the official project of the 2022 Hangzhou Asian Games at the general meeting of the Olympic Council of Asia on the afternoon of December 16th. At the meeting, the OCA approved the plan submitted by the Hangzhou Asian Games Organizing Committee to optimize the setting of competition events, and added two events, e-sports and break dancing, on the premise of keeping 40 major events unchanged.

　　E-sports and chess belong to both "intellectual projects", while break dancing belongs to "sports dance". This means that e-sports and break dancing are officially included in the competition of Hangzhou Asian Games. Details such as the number of medals in new events and the way of competition will be improved in the follow-up discussion.

　　Following the 18th Jakarta-Megaport Asian Games in 2018, e-sports will become the official event of the Asian Games for the first time and be recorded in the national medal list.

　　From niche projects to independent industries, it is never optimistic to win glory for the country. This is a moment for the e-sports industry to create history, and it is also the glory that all e-sports users feel the same.

　　As a participant, witness and promoter of the development of the e-sports industry, Tencent E-sports will spare no effort to continue to move forward on the road of e-sports exchanges and work with all industry partners to create the best era of e-sports.

Break 100 million The aesthetic love in Water Story inspires the audience’s emotional resonance.

1905 movie network news On March 26th, the fantasy love movie, which is being shown all over the country, has exceeded 100 million at the box office in China cinema. Since its release, the film has broken the box office records of many Oscar-winning films, among which the first-day box office was ranked second in the box office list of China District with 21.74 million yuan, and the first-weekend box office of Oscar-winning films in recent years was the highest with 67.5 million yuan. Since its release in North America, the film has been a hit at the box office. At present, the box office in North America has exceeded $62 million, which is the highest-grossing Oscar-winning film in North America in the past five years. At present, the global box office of the film has exceeded $170 million. In March, when many adventure action elements are killing each other, Water Story, as the only movie with the theme of love, is like a clean stream of warmth in the hearts of the audience, and it has also become the best choice for lovers to date.

As the winner of four awards, such as best film and best director, "Tale of Water Shapes" has not only enjoyed a strong box office since its release in China, but its word-of-mouth has also continued to ferment, which has been highly praised by many authoritative media, well-known directors and senior film critics in China. In addition, David and his wife, Zhou Dongyu, Jiang Shuying, Jolin Tsai, Ariel Lin, Emily, Charlie, YIN FANG and many other artists CALL for the film one after another, and the love wave formed by Water Story quickly spread in the circle of friends, Weibo and other social software.

"Tale of Water" can get a bumper harvest in three aspects: word of mouth, box office and Oscar. The most important reason is the romantic story created by director guillermo del toro in a fairy-tale way. The love between Sargam’s Eliza and the mermaid broke the audience’s inertia thinking, but across races, it restored love to its purest taste. Beautiful pictures, beautiful music and superb performances of actors are the elements that sublimate the beauty of love again. On the screen, Eliza and the mermaid embraced and guarded each other from the first contact to the last, and the experience left a deep impression on the audience. For example, Eliza and the mermaid are clasped with their fingers across the container, and there is a picture of Eliza depicting raindrops on the window. The yearning for lovers and longing for love instantly aroused many audiences’ emotional resonance. When the picture of two people communicating with picture books and making love with eggs appeared, many viewers also expressed their envy of this simple but sweeter love routine. When the mermaid finally jumped into the water with Eliza in her arms, many viewers, especially female viewers, were moved to tears at this moment.

Eliza on the screen has no lines, but she accurately presents a girl’s process from first love to passionate love with body language and micro-expression, which is inseparable from sally hawkins’s profound understanding and vivid interpretation of the role. For Eliza’s performance, director Toro once said that this is a film and role specially made for her (sally hawkins), and her temperament is unique. In addition to Eliza, Mermaid has also captivated many audiences. doug jones, his actor, paid more hardships and sacrifices for this. He spent three hours in makeup every time, staring blankly at the fish in his spare time, and finally he was "ashamed" to meet the audience. The whole set of equipment on the mermaid consumed the director Toro’s huge time and effort, and finally showed the audience this wild and elegant mermaid image on the screen.

Full of care and support is also a warm heart of Water Story. In the film, the story of Eliza, Zeldia, a black colleague, and Charles, a gay painter, holding a group to keep warm reflects Toro’s concern for marginalized people. Richard jenkins, the actor of the painter Charles, once summed up his role struggle with Zeldia with such a sentence: "In the United States in the 1960s, if you were an upright white man, it would be a great era". Three characters who were discriminated against by the secular world, Sargam Eliza, black Zeldia and gay Charles, supported their friendship with a rescue activity, and the thrills brought the audience a journey of spiritual transformation. In the film, although Charles did a lot of preparation and psychological construction to cover up his anxiety, the images exposed by nervousness when he drove past the checkpoint also made the audience worry about Eliza. When Eliza and Mermaid flooded the cinema because of playing with water, when Charles stopped the cinema manager to apologize, many viewers also praised him for his kindness. In the whole rescue process, it was Zeldia who gave the greatest support to Eliza, including her behavior of "punching in a seat" for Eliza every day at the beginning of the film, which reflected this powerful girlfriend power. Zeldia’s calmness in her actions has become Eliza’s strongest psychological backing. When the villain Richard bullied Zeldia into telling the whereabouts of the mermaid, her firm attitude and loud reprimand to her husband made the audience feel better.

As a fantasy romantic film, Water Story enhances the charm of love through poetic scenes and beautiful music. The scenes and props in the film are extremely exquisite and retro, ranging from streets and alleys, government agencies, Alisa’s rooms and cinemas to scientific research equipment, household items and clothing and shoes, which deeply restore the characteristics of the 1960s. At the same time, the film music composer Alexander Dupla adopted a lot of music from the 1930s and 1940s. With the change of the lens, the music also flowed, like a clear stream to take the audience in and out of the film. This retro picture is in line with aesthetic music, which also makes the film win the best artistic direction and the best original score in the 90th Oscar, and the audience is like being in a dreamlike journey through.


Wild animals ＂enter the city＂ from time to time, and experts talk about how to live in harmony.

This article was transferred from Xinhua News Agency;
Xinhua News Agency, Shanghai, June 5, news, a group of Asian elephants entered Kunming all the way north, the northeast tiger Wandashan No.1 broke into the village, and raccoons appeared in more than 100 communities in Shanghai … Recently, wild animals have entered human habitats from time to time in many places. What should we do about this? The reporter visited the team of Professor Wang Fang from the School of Life Sciences of Fudan University to explore the management of urban wildlife, and looked for the answer together.
There are many "animal residents" in the city.
In Shanghai, a survey about "animal residents" is going on. There are 12 investigation areas and 300 infrared cameras specially designed for wild animals. With the support of Shanghai Forestry Bureau and other relevant departments, Wang Fang’s team hopes to get a demonstration plan for urban wildlife management through one or two years of follow-up.
"The wildlife in the city is not just as simple as protecting it." Wang Fang’s research found that the number of some wild species in cities increased rapidly and their distribution range was also expanding. Take raccoons as an example. In 2015, raccoons were found in more than 40 communities in Shanghai. By 2020, the number of raccoons in Shanghai will reach more than 150, an increase of more than 2 times.
↑ Photographed in a community in Shanghai. (provided by Wang Fang)
With the increase of "animal residents", the contact and conflict between people and animals have increased accordingly. Research shows that when there are less than two raccoons per hectare, people will hardly feel the existence of raccoons, but when the number exceeds five, it will affect people’s lives. According to the statistics of the team, in 2020, there were about 1,000 complaints about wild animals disturbing people in Shanghai, some of whom were troubled by the excrement and noise of raccoons, while others were frightened by raccoons. In addition to raccoons, citizens are also uneasy about the existence of bats. In 2021, there were complaints about the destruction of gardens by red-bellied squirrels.
At the same time, the habits of raccoons have also changed quietly: from living alone to group activities, from staying up all day and going out all night, from being afraid of people to approaching people actively. "The biggest change is their attitude towards people and the human world." Wang Fang said, "In the past, people ran immediately when they saw them three or four meters away, but if there were behaviors such as active feeding, they would take the initiative to chase people for food, which might disturb the elderly and children."
↑ in the small garden of the city. (provided by Wang Fang)
The change of raccoons in Shanghai is basically consistent with the change trend of wild animals in other cities around the world. For example, Wang Fang said: "For example, the red fox in Europe, the American black bear and raccoon all show the characteristics of rapid urbanization. The changing direction of raccoons is what we can expect, but the speed of change surprises us."
Why do they "leave home for the city"?
Why do wild animals leave their original living environment and enter cities? Wang Fang believes that there are mainly several aspects:
First of all, migration is the instinctive demand of wild animals. No one can confine wild animals to protected areas. The purposes of animal migration include but are not limited to food, water, spouses, avoiding natural enemies and finding better habitats.
"However, it is easy to overlook that when the habitat becomes broken, many animals lose the opportunity and ability to migrate, and it often takes decades to explore and rebuild again. Many species, including Asian elephants, are going through this process. They will try and make mistakes, conflict, and run to places that seem’ should not go’, but these processes are in line with the laws of nature. " Wang Fang said.
Secondly, compared with the wilderness and the urban-rural junction, the urban environment recovers faster. By the end of 2020, the green coverage rate of Shanghai’s built-up areas is as high as 40%. There are not only large areas of forests and wetlands, but also small and beautiful ecological areas such as street gardens and pocket parks. At this time, the city will be like a hot spot, attracting the surrounding animals.
Finally, the urban environment provides shelter for some wild animals. Raccoons, squirrels, weasels and other animals have very flexible lifestyles. They are good at adjusting according to the characteristics of cities. There are no natural enemies in cities. As long as they can adapt to urban life and human beings, they will hardly encounter threats.
↑ Two raccoons are in the city. (provided by Wang Fang)
How to coexist in the collision?
When wild animals enter the city, urban residents need to go through a learning process. From curiosity at the beginning, to dissatisfaction, and then to getting used to it, a new order will be formed between urban residents and wild animals.
Wang Fang believes that the establishment of order is inseparable from the understanding of wild animals and the study of urban management. In the past year, Wang Fang’s team conducted extensive research in Shanghai, and basically grasped the changes of raccoons in the city. In addition to determining the threshold number per hectare, they also established a habitat model to further analyze the mechanism driving the changes of wild animals.
"We found that raccoons don’t need large areas of forests and green spaces, and the two main factors affecting their distribution are shrubs and water sources. They also like small and medium-sized roads. During the day, cars come and go on the roads, and at night they become’ high-speed passages’ for animals. " Zhao Qianqian is a member of Wang Fang’s team. She put collars with positioning functions on five raccoons.
Volunteers discuss the urban wildlife survey together. (provided by Wang Fang)
The diversity of urban wildlife needs to be protected without hindering the normal operation of society. Up to now, local governments and citizens have maintained a great degree of tolerance for wild animals "entering the city", which not only helped the Northeast Tiger who broke into the village to return to Shan Ye, but also suffered economic losses of millions of yuan caused by elephant "sightseeing".
However, it does not rule out taking appropriate intervention measures when necessary. According to Wang Fang, in July, 2020, dozens of raccoons in a community in Shanghai had a group behavior disorder, which caused great interference. Therefore, the first wildlife hunting license was opened in Shanghai, which captured raccoons in the community and safely transferred them to the wild environment.
Wang Fang also said that the best way to solve the problem of wild animals "entering the city" is to protect and restore the living environment of wild animals, preserve the buffer zone of the city, and minimize the direct conflict between wild animals and urban residents.
"Cities are first and foremost places where people live and work. There will never be an optimal plan for urban wildlife management, and conflicts will always exist. No matter how good the system is, it needs continuous adjustment. In this regard, cities such as Shanghai have made a lot of explorations and the experience is extremely precious. " Wang Fang said.
(The original title is "Wild animals enter the city from time to time". How can we live in harmony? 》）
Reporting/feedback

Why is the road to work so clean after the first snow？ Wuhan traffic police sprinkled 105 tons of salt and snow melting agent overnight.

On Monday morning rush hour, many citizens were worried that the road would be affected by the strong wind, rain and snow the night before, so they went out early, but the road was clean and there was no water and ice, which was no different from the usual Monday morning rush hour. Changjiang Daily reporter learned from the traffic control department that in order to cope with the bad weather, the city’s traffic police took to the streets overnight and made a series of preparations.
The reporter learned from the Command and Dispatching Center of the Municipal Traffic Management Bureau that the command rooms of all districts in the city report the road traffic conditions and road icing conditions every hour from 0: 00. The command room of the senior management brigade is equipped with standby forces on duty to grasp the road conditions in time through video, the temperature conditions of departmental bridges in time through the traffic video analysis application system, and the bad weather warning information is released in time through 12 LED screens on the road and 30 screens of 12 toll stations.
The high-speed traffic control brigade also contacted the maintenance, road administration and rescue units in advance, prepared more than 400 tons of snow melting agent, 13 snow shovels and spreaders, 12 maintenance patrol vehicles and 8 rescue vehicles, and more than 80 road administration and maintenance personnel arrived in advance. More than 2,000 reflective cones and more than 50 warning signs were set up on key bridges to make emergency preparations for snow melting and antifreeze. According to the snowy road conditions, from 21: 30, 105 tons of salt and snow melting agent were spread on key road sections such as the outer ring road, the second passage of the airport and the western section of the fourth ring road, and various emergency treatments for snow melting and thawing were done in advance.
Optical Valley Traffic Police prepared and installed 40 emergency signs, 300 reflective conical barrels and 200 water horses in advance. On the evening of 13th, additional police forces were sent to direct traffic at major intersections, so as to find and eliminate traffic safety hazards at intersections such as bridges, sharp bends and poor sight, accident-prone sections and easy-to-block sections in time. Cooperate with road administration, maintenance and other departments to clear snow and prevent skidding, and throw snow melting agent on the snowy road surface at the first time to prevent the accumulation of snow on the road surface from melting and freezing. Electronic guidance screens constantly remind drivers to drive slowly and keep a safe distance at important sections such as Guanggu Turntable, Minzu Avenue, Gaoxin Avenue, National Highway 316 and Third Ring Road.
The traffic police on the riverbank will move at the sight of snow, and at the same time, they will increase the road police force, and at the same time, they will grasp the traffic road surface and facilities in the jurisdiction in real time through video inspection and road patrol control. The combination of road police and facilities patrol inspection will ensure the smooth traffic road surface and good facilities in the jurisdiction. Sixteen rain and snow weather warning signs prepared in advance will be placed at the diversion turnouts of Wuhan Avenue and Jiangbei Expressway overnight, and at the same time, 50 tons of salt, 1,000 straw mats, 1,000 shovels, 2 snow melting vehicles and 500 snow chains will be reserved, and snow melting and anti-skid materials will be loaded to deal with sudden warning on the road caused by bad weather at any time.
With the city’s traffic police ready, there was no icy road section in the central city of the city on Monday morning peak, and the road traffic situation was the same as the usual Monday morning peak.
(Changjiang Daily-Changjiang Net reporter Cindy Wei correspondent Lei Xinbin Wang Meihui Zhan Xiaojing)
Reporting/feedback

Morrison, who has been criticized by international critics, has turned Australia into a sad joke.

　　"Unarmed civilians and prisoners were shot or their throats were cut by some Australian soldiers, who often attacked ‘ A large number of illegal killings ’ Feel ‘ Schadenfreude ’ 。” Recently, the Australian Ministry of Defence released an investigation report detailing the anti-human acts of Australian soldiers who killed innocent people in Afghanistan. Cruel details such as cutting the throats of two 14-year-old boys and throwing them into the river are gruesome and strongly condemned by the international community.

　　However, in the face of the serious crimes committed by Australian soldiers, Australian Prime Minister Morrison did not apologize. Instead, she expressed dissatisfaction with China’s Foreign Ministry spokesperson for forwarding a cartoon condemning the atrocities of the Australian army on social media, and shamelessly asked China to "apologize", which really refreshed the outside world’s understanding of his moral standards. It was only when the public sentiment was fierce and the murderers were denounced one after another that Morrison said that the matter was "so far" and so on.

　　Anyone with a basic conscience can see that the pictures released by China officials are cartoons based on the contents of the Australian report. Although it is not a live photo, the content is true and correct. As the Australian Prime Minister, Morrison should have deeply reflected and brought the murderer to justice, giving an account to the Afghan people and the international community. But the fact is: he ignored the blood of innocent civilians contaminated by his own soldiers, and instead became angry with the voice of justice of others, which was extremely contemptible.

　　Is Morrison doing this just because of a cartoon that states the facts? Of course not. As martin jacques, a British scholar, pointed out, "What really annoys him is not the photos, but that China people have no right to comment on the murder of Australian special forces in Afghanistan".

　　Indeed, for a long time, western politicians, represented by some Australian politicians, have been used to playing the role of "teachers of human rights", only allowing themselves to point their fingers with arrogance, and even fabricating one human rights lie after another to slander other countries, but not allowing other countries to blame their own human rights. Morrison’s performance in the "cartoon incident" can be said to fully expose the hegemony, hypocrisy and double standards of the "human rights teacher", as well as the dark psychology of trying to divert attention and the guilty conscience of facing the truth.

　　In order to cover up the scandal, the Australian side has done whatever it takes. According to reports, David McBride, who first exposed the atrocities of the Australian army, was accused and tried by the Australian judicial department for allegedly committing five crimes. A soldier who dared to expose the truth and served in Afghanistan twice was retaliated by this! Is this the "human rights" advertised by Australia? No wonder the Russian Foreign Ministry commented that "Australia’s reputation on the international stage has been completely shattered".

　　It is noteworthy that after the cartoon incident, some Australian allies indiscriminately accused China for no reason. This makes people wonder: have they lost their international justice and moral conscience and openly supported war criminals? Why can’t countries that talk about freedom of speech all day tolerate a cartoon that reflects the real situation? It seems that justice and conscience are worthless in their eyes under the double standard of "only asking positions, not asking right and wrong".

　　In fact, what the western world should reflect on is: why has the local security situation not improved after nearly 20 years of military missions in Afghanistan? This is largely due to the atrocities committed by some western troops in Afghanistan. The connivance of war crimes and contempt for justice are making some western troops under the banner of peace become accomplices of terrorists and tramplers of peace and justice.

　　"Australia is rapidly becoming a sad joke" — — This is a warning from Tony Kevin, the former Australian ambassador to Poland and Cambodia. Indeed, if the Australian authorities do not concentrate on cleaning up the army, bringing criminals to justice and apologizing to the Afghan people, they will continue to importune, then not only Australia’s national reputation, but also the "values" that the western world is proud of will be shattered. Morrison, don’t be so self-righteous!

　　(International Critical Commentator)

Stock dynamics of Haidilao on January 25th： recorded an increase of 2.57%, maintaining a volatile upward trend.

As of the close of January 25th, the share price of Haidilao (HK: 06862) closed at HK$ 13.56, with the lowest point of HK$ 12.96 and the highest point of HK$ 13.58. Hong Kong stocks generally rose, and the Hang Seng Index closed at 16,211.96.

According to Zhang Ying, general manager of Haidilao Community Operation Division, at present, Haidilao delivery has formed a business matrix including "Haidilao Happy Banquet", "Haidilao Hot Pot Delivery" and "Haidilao Hot Pot Dishes". Haidilao’s innovation in delivery business has changed the delivery of catering from a simple "product delivery" to a comprehensive experience of "product+service+scene delivery".

Haidilao brand was founded in 1994. After nearly 30 years of development, Haidilao International Holdings Co., Ltd. has grown into an internationally renowned catering enterprise. As of June 30, 2023, the total number of restaurants in Haidilao was 1382.

Haidilao has been tested by the market and customers for many years, and has successfully built a high-quality hot pot brand with high credibility and integrating the characteristics of hot pots from all over the world. As a large-scale chain catering enterprise whose business involves the whole world, Haidilao adheres to the concept of honest management, and takes improving the stability and safety of food quality as the prerequisite to provide consumers with more intimate services, healthier, safer, more nutritious and more assured food.

Disclaimer: The content of this article reprints enterprise information for this website, which only represents the author’s personal views and has nothing to do with this website. The contents involved do not constitute investment and consumption suggestions, and are for readers’ reference only. Please check the relevant contents yourself.

Original text transferred from: Xianning News Network
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How strong is the financial support for real estate？ State-owned enterprises and private enterprises treat each other equally and support the reasonable extension of stock financing.

　　According to a number of media reports, the People’s Bank of China and China Banking and Insurance Regulatory Commission recently jointly issued the Notice on Doing a Good Job in Financial Support for the Stable and Healthy Development of the Real Estate Market (hereinafter referred to as the Notice).

　　On November 14th, The Paper verified from trust, insurance and other institutions that he had received the Notice.

　　The "Notice" promulgated 16 financial measures to support the real estate market, involving financial institutions including commercial banks, policy banks, trust companies, insurance companies and financial asset management companies.

　　State-owned and private housing enterprises are treated equally, and support the reasonable extension of stock financing such as development loans and trust loans.

　　In order to keep real estate financing stable and orderly, the Notice proposes that, first, we should adhere to the principle of "two unwavering" and treat all kinds of real estate enterprises, such as state-owned and private enterprises, equally. Encourage financial institutions to focus on supporting the steady development of real estate enterprises with perfect governance, focus on their main businesses and good qualifications. Support the project sponsor bank and syndicated loan model, strengthen the management of the whole process of loan approval, issuance and recovery, and effectively ensure the safety of funds.

　　The second is to support all localities to implement differentiated housing credit policies based on national policies, reasonably determine the down payment ratio of local individual housing loans and the lower limit of loan interest rate policies, and support rigid and improved housing demand.

　　The third is to stabilize the credit supply of construction enterprises. Encourage financial institutions to optimize credit services for construction enterprises on the basis of controllable risks and sustainable business, provide necessary loan support, and maintain continuous and stable financing for construction enterprises.

　　Fourth, support the reasonable extension of stock financing such as development loans and trust loans. For stock financing such as development loans and trust loans of real estate enterprises, under the premise of ensuring the security of creditor’s rights, financial institutions and real estate enterprises are encouraged to negotiate independently on the basis of commercial principles, and actively support them by extending the stock loans and adjusting repayment arrangements to promote the completion and delivery of projects. As of the date of issuance of this notice,Due in the next six months, it can be extended for one year beyond the original provisions, without adjusting the loan classification.The loan classification submitted to the credit information system is consistent with it.

　　The fifth is to keep bond financing basically stable. Support high-quality real estate enterprises to issue bonds for financing. Promote professional credit enhancement institutions to provide credit enhancement support for the bond issuance of real estate enterprises with overall financial health and short-term difficulties. Encourage bond issuers and holders to communicate in advance and make arrangements for bond redemption funds. If it is indeed difficult to pay on schedule, reasonable arrangements such as extension and replacement shall be made through consultation to actively resolve risks. Support bond issuers to buy back bonds in domestic and foreign markets.

　　The sixth is to maintain the financing stability of asset management products such as trusts.Encourage trust and other asset management products to support the reasonable financing needs of real estate.. Encourage financial institutions such as trust companies to speed up business transformation, support the reasonable financing needs of real estate enterprises and projects according to the principles of marketization and rule of law on the basis of strictly implementing the regulatory requirements for asset management products and doing a good job in risk prevention and control, and provide financial support for real estate enterprise project mergers and acquisitions, commercial pension real estate, rental housing construction, etc. according to laws and regulations.

　　Actively do a good job in the financial services of "guaranteed delivery building" and support relevant banks to add supporting financing support.

　　As for the financial services of Baojiaolou, the Notice proposes to support China Development Bank and Agricultural Development Bank to issue special loans of Baojiaolou to borrowers who have been reviewed and filed in compliance with the law, efficiently and orderly in accordance with relevant policy arrangements and requirements, with closed operation and special funds earmarked for supporting the accelerated construction and delivery of sold overdue residential projects.

　　After the special loan support project clarifies the creditor’s rights and debts, the special loan and the new judicial guarantee for supporting financing, financial institutions, especially the main financing commercial bank of the project personal housing loan or its leading syndicates, are encouraged to follow the principles of marketization and rule of law.Provide new supporting financing support for special loan support projects.To promote the resolution of the risk of personal housing loans that have not been handed over.

　　Actively cooperate with the risk disposal of trapped real estate enterprises and actively explore market-oriented support methods.

　　"Notice" said that it is necessary to do a good job in financial support for real estate project mergers and acquisitions and actively explore market-oriented support methods. Encourage commercial banks to carry out M&A loan business for real estate projects in a steady and orderly manner, and focus on supporting high-quality real estate enterprises to merge and acquire troubled real estate enterprise projects. Encourage financial asset management companies and local asset management companies (hereinafter referred to as asset management companies) to give full play to their experience and ability in the disposal of non-performing assets and risk management, and consult with local governments, commercial banks, real estate enterprises, etc. on risk resolution models to promote the accelerated disposal of assets. Encourage asset management companies to cooperate with third-party institutions such as law firms and accounting firms to improve the efficiency of asset disposal. Support qualified commercial banks and financial asset management companies to issue real estate project M&A themed financial bonds.

　　For some projects that have entered the judicial reorganization, financial institutions can help promote the project to return to work and deliver according to the principles of independent decision-making, self-risk and self-financing. Encourage asset management companies to participate in project disposal by acting as bankruptcy administrators and reorganizing investors. Support qualified financial institutions to steadily explore ways to solve the risks of trapped real estate enterprises in accordance with laws and regulations by setting up funds, and support the completion and delivery of projects.

　　Protect the legitimate rights and interests of housing finance consumers and personal credit rights and interests according to law.

　　The "Notice" emphasizes encouraging independent negotiation in accordance with the law to postpone the repayment of principal and interest, and effectively protecting the personal credit rights of deferred loans. Specifically, for individuals who are hospitalized or isolated due to the epidemic, or who have lost their sources of income due to the suspension of business and unemployment due to the epidemic, and personal housing loans that have been changed or cancelled due to the purchase contract, financial institutions can independently negotiate with the buyers according to the principles of marketization and rule of law, and make adjustments such as extension. All parties concerned must abide by the rules, abide by the contract and fulfill their commitments. In this process, financial institutions should do a good job in customer service, strengthen communication, protect the legitimate rights and interests of financial consumers according to law, and classify assets according to relevant regulations. Acts of malicious evasion of financial debts shall be dealt with according to laws and regulations to maintain a good market order.

　　In terms of personal credit rights, if the repayment arrangement of personal housing loans has been adjusted, financial institutions shall submit credit records according to the new repayment arrangement; If it is determined by the judgment or ruling of the people’s court that it should be adjusted, the financial institution shall adjust the credit records according to the effective judgment or ruling of the people’s court, and adjust those that have been submitted. Financial institutions should properly handle relevant credit objections and protect the rights and interests of information subjects according to law.

　　Adjust some financial management policies in stages to accelerate the marketization of real estate risks.

　　According to the Notice,Extend the transition period arrangement of real estate loan concentration management policy and optimize the financing policy of real estate project M&A in stages.. For banking financial institutions that can’t meet the requirements of real estate loan concentration management as scheduled due to objective reasons such as epidemic situation, the People’s Bank of China, China Banking and Insurance Regulatory Commission or branches of the People’s Bank of China, and China Banking and Insurance Regulatory Commission dispatched offices will reasonably extend their transition period according to the relevant provisions on the management of real estate loan concentration, based on the actual situation and through objective evaluation.

　　At the same time, relevant financial institutions should make good use of the staged real estate financial management policies that have been promulgated by the People’s Bank of China and China Banking and Insurance Regulatory Commission, which are applicable to major commercial banks and national financial asset management companies, and accelerate the market-oriented clearing of real estate risks.

　　Increase financial support for housing leasing and broaden diversified financing channels in relevant markets.

　　The "Notice" proposes to optimize housing rental credit services and broaden diversified financing channels in the housing rental market. Guide financial institutions to focus on increasing credit support for self-sustaining property-based housing leasing enterprises with independent legal person operation, clear business boundaries and real estate professional investment and management capabilities, rationally design loan terms, interest rates and repayment methods, and actively meet the medium and long-term capital needs of enterprises. Encourage financial institutions to provide financial support for various entities to purchase and rebuild real estate projects for housing leasing in accordance with the principles of marketization and rule of law. Loans issued by commercial banks to affordable rental housing projects that hold the confirmation of affordable housing rental projects are not included in the concentration management of real estate loans. Commercial real estate is transformed into affordable rental housing, and after obtaining the confirmation of affordable rental housing, the bank’s loan term and interest rate are applicable to the relevant policies of affordable rental loans.

　　At the same time, support housing leasing enterprises to issue direct financing products such as credit bonds and guarantee bonds, which are specially used for the construction and operation of rental housing. Encourage commercial banks to issue financial bonds to support housing leasing, and raise funds to increase the development and construction loans and operating loans for housing leasing. Steadily promote the real estate investment trust funds (REITs) pilot.

What changes will the real estate market usher in if the strategy of expanding domestic demand is dismantled to promote the healthy development of residential consumption？

　　On December 14th, the Central Committee of the Communist Party of China and the State Council issued the Outline of the Strategic Plan for Expanding Domestic Demand (2022-2035) (hereinafter referred to as "Outline"), firmly implementing the strategy of expanding domestic demand and cultivating a complete domestic demand system, which is an inevitable choice to accelerate the construction of a new development pattern with the domestic big cycle as the main body and the domestic and international double cycles promoting each other, and a strategic decision to promote China’s long-term development and long-term stability.

　　In terms of continuously upgrading traditional consumption, the Outline proposes to promote the healthy development of residential consumption. Adhere to the positioning of "houses are used for living, not for speculation", strengthen the guidance of real estate market expectations, explore new development models, accelerate the establishment of a housing system with multi-subject supply, multi-channel guarantee and simultaneous rent and purchase, and steadily implement a long-term mechanism for the stable and healthy development of the real estate market, support residents’ reasonable demand for self-occupation, curb speculative demand for investment, and stabilize land prices, prices and expectations. We will improve the basic system of housing security and support policies, focus on big cities with net population inflow, and expand the supply of affordable rental housing. Develop shared property housing according to local conditions. Improve the long-term rental policy, and gradually make the rental housing have the same rights in enjoying public services. Improve the housing provident fund system. Promote the construction of barrier-free facilities, promote the consumption of home decoration, increase the consumption of smart home appliances, and promote the development of digital homes.

　　Yan Yuejin, research director of the think tank center of Yiju Research Institute, pointed out that the outline of expanding domestic demand issued by the central government fully reflects the great attention paid to domestic demand or consumption in the post-epidemic era. At the same time, expanding domestic demand also requires the active participation of real estate.

　　Ma Hong, a senior researcher at Zhixin Investment Research Institute, pointed out that the definition of real estate in the Outline is consistent with Report to the 20th CPC National Congress’s formulation. In the long run, we should adhere to the definition that houses are used for living, not for speculation, and accelerate the establishment and improvement of a housing system with multi-agent supply, multi-channel guarantee and simultaneous rent and purchase. Although the short-term operation of the real estate market has encountered many difficulties, with the development of new urbanization, there is still great room for development of the domestic real estate market in the future.

　　"The promotion of domestic demand in real estate should be based on ‘ One orientation and one system ’ Under the big framework, that is, to live in the house without speculation, rent and purchase simultaneously under the system to promote. Only in this way can the support for housing or residential consumption be sustainable and prevent the deviation of direction. " Yan Yuejin added.

　　"Living in a house without speculation" is the long-standing industry orientation of real estate.

　　The "Outline" proposes to adhere to the positioning that "houses are used for living, not for speculation", strengthen the expected guidance of the real estate market, and explore new development models.

　　Chen Wenjing, director of market research in the Index Division of the Central Finger Research Institute, pointed out that "housing without speculation" is a long-term industry orientation of real estate, and only by adhering to "housing without speculation" can we truly promote the healthy development of the housing consumer market.

　　The "Outline" clearly supports residents’ reasonable demand for self-occupation, curbs speculative demand for investment, and stabilizes land prices, housing prices and expectations.

　　Chen Wenjing pointed out that in order to support reasonable self-occupation demand and curb investment speculation demand, in the process of optimizing the property market policy in the future, the support policy for the just-needed and improved housing demand is expected to be further improved, while the restrictive policy for investment speculation demand may be more refined. At the same time, emphasizing "strengthening the expected guidance of the real estate market", the current real estate market expectation is still unstable, and the market confidence at both ends of supply and demand is insufficient. Strengthening the expected guidance may be more conducive to the restoration of market sentiment.

　　Ma Hong believes that the "reasonable and independent needs of residents" mentioned in the Outline are rigid and improved needs, and these two parts of housing demand will be the main service targets of housing policy in the future. On the one hand, the floating population and the natural growth of the new population in the city will become the main sources just needed; On the other hand, the demand for improved housing has gradually become the demand of the people for a better life.

　　"Bring up ‘ Sanwen ’ The target means that the trend of the real estate market stabilizing and rebounding in the next six months is more clear, but the situation of rising house prices will still not appear. It is expected that cities of different levels will stabilize and rebound. " Zhang Bo, dean of the branch of 58 Anjuke Real Estate Research Institute, said.

　　The direction of the housing system of rent and purchase remains unchanged.

　　The "Outline" proposes to speed up the establishment of a housing system with multi-agent supply, multi-channel guarantee and simultaneous rent and purchase, and steadily implement a long-term mechanism for the stable and healthy development of the real estate market. At the same time, in accordance with the "Planning Outline", we will improve the basic system of housing security and support policies, and focus on large cities with net population inflows to expand the supply of affordable rental housing. Improve the long-term rental policy, and gradually make the rental housing have the same rights in enjoying public services.

　　The "Outline" once again clarifies "accelerating the establishment of a housing system with multi-agent supply, multi-channel guarantee and simultaneous rent and purchase", which is consistent with the relevant formulation in Report to the 20th CPC National Congress.

　　Chen Wenjing pointed out that in recent years, the supporting policies for the rental market have been followed up in all directions, and it is expected to be further improved in the future. In particular, the supporting policies and resources for affordable rental housing are expected to be better implemented, and the related policies for renting, purchasing and purchasing long-term rental houses are also expected to be substantially implemented.

　　Zhang Bo believes that affordable housing is an important measure to solve the housing problem of new citizens, and clearly proposes to focus on big cities with net population inflow and expand the supply of affordable rental housing. From the perspective of security means, shared property rights and guaranteed rental housing are two powerful starting points. In recent years, the supply of guaranteed rental housing has increased significantly. In addition, the way of multi-channel co-construction since this year, including the conversion of pilot commercial housing in some cities to guaranteed rental housing, has greatly increased the number of guaranteed rental housing, effectively guaranteed the housing needs of new citizens, and is the basis for promoting the equalization of public services.

　　Ma Hong pointed out that at the end of 2015, the Central Economic Work Conference first proposed the development of the housing rental market; At the end of 2020, the Central Economic Work Conference clearly stated that it was necessary to "solve the outstanding housing problems in big cities"; The Ministry of Housing and Urban-Rural Development once said that during the Tenth Five-Year Plan period, 40 key cities across the country plan to raise 6.5 million sets (rooms) of affordable rental housing, which is expected to solve the housing difficulties of nearly 20 million new citizens and young people. Undoubtedly, affordable rental housing has become an important starting point to protect residents’ housing needs, and the corresponding housing financial supporting services are also following up.

　　The central bank made it clear that affordable housing rental loans were not included in the evaluation index of loan concentration of commercial banks. In 2022, the first batch of three affordable housing REITs were also listed on the exchange, which indicated that the "investment, financing and retirement" involved in affordable housing projects formed a closed loop, providing effective financial tool support for affordable housing rental. In the past few years, land projects in some cities have also increased the proportion of affordable housing construction. In the future, new urbanization will promote regional housing demand, housing supply will also provide more diversified choices, and the proportion of rental housing will be expected to rise to better match and meet the housing needs of residents.

　　Improve the housing provident fund system, give play to the functions of housing security and improving people’s livelihood.

　　The Outline proposes to improve the housing provident fund system.

　　Chen Wenjing pointed out that the housing provident fund system is an important part of China’s policy housing financial system. In the past, the housing provident fund system played an important role in the rapid development of the real estate industry. However, with the continuous development of the industry, there are also many problems to be solved urgently in the operation of the provident fund, such as the low efficiency of the use of provident fund in some areas, the failure to fully play the functions of mutual assistance and inclusiveness of provident fund funds, the imperfect supervision system of housing provident fund and the limited sources of funds. A sound provident fund system in the future will be more conducive to giving play to its housing security and improving people’s livelihood.

　　In addition, the Outline also proposes to promote the construction of barrier-free facilities, promote the consumption of home decoration, increase the consumption of smart home appliances, and promote the development of digital homes.

　　"In combination with the increasing aging trend in China and the needs of young people, the outline also actively promotes the construction of barrier-free facilities to ensure the living safety of more elderly people. At the same time, combined with the digital construction and the continuous upgrading of intelligence, the consumption of smart home appliances and the development of digital home are also one of the key points. This direction is expected to continue to advance in the future, and at the same time, combined with the development of science and technology and changes in the needs of the population, it will continue to improve and refine. " Zhang Bo said.

　　Li Yujia, chief researcher of the Housing Policy Research Center of Guangdong Provincial Urban Planning Institute, said that this strategy once again emphasized the potential demand, creating a housing security system with low cost and low threshold for renting and buying, and lowering the threshold and cost of consumption, so as to release the potential of consumption and turn it into capacity. In addition, it also emphasizes the consumption of stock houses, such as accessibility, decoration and intelligence, which adapts to the aging era, the upgrading of residents’ stock houses and the new needs of young people who have entered the property market. Generally speaking, as for the content of housing consumption, the basic role of consumption has been implemented, the supply-side reform has been emphasized, and the implementation of the strategy of expanding domestic demand has been organically combined with deepening the supply-side structural reform.