Beibu Gulf Airlines, a subsidiary of HNA Airlines, has been sailing for eight years to boost the high-quality development of Guangxi civil aviation.

Huang Bingzhu, correspondent of China Civil Aviation Network, reported that at 2: 18 a.m. on February 16th, the flight Jining-Nanning GX8960 of Beibu Gulf Airlines, a subsidiary of HNA Airlines, successfully landed at Nanning Wuxu International Airport, which marked the successful conclusion of Spring Festival travel rush in 2023 and also opened the prelude to the 8th anniversary of the establishment of Beibu Gulf Airlines. In the first Spring Festival travel rush after the adjustment of the epidemic policy, Beibu Gulf Airlines, which has been sailing for eight years, achieved a remarkable "good start": in 2023, Spring Festival travel rush carried out more than 3,800 flights, a substantial increase of 50% over the same period in 2022; Passenger traffic was 410,000 passengers, up 70% year-on-year, and many core business indicators such as single-day total revenue, single-day profit, double-machine hourly revenue and single-machine revenue all exceeded historical records …

Looking back on February 16, 2015, a passenger plane wearing a big red GX logo took off from Nanning Wuxu International Airport, and the first local airline in Guangxi, Beibu Gulf Airlines, officially set sail. Since its establishment eight years ago, Beibu Gulf Airlines has made vigorous efforts, practiced the corporate culture of "Party building is the soul", adhered to the development orientation of "based on Guangxi, serving the whole country and facing ASEAN", and sounded the clarion call of the times for a new journey of endeavor.

"From scratch" —— Guangxi local aviation realizes leap-forward development

Before the establishment of Beibu Gulf Airlines, due to economic and historical reasons, Guangxi lacked backbone airlines with local bases for a long time, which made it difficult to meet the growing air travel needs of Guangxi people. With the China-ASEAN Expo permanently settled in Nanning, Beibu Gulf Airlines came into being in February 2015 with the strong support of the Party Committee, government and Civil Aviation Administration of the autonomous region, and quickly entered the fast lane of steady development.


Beibu Gulf Airlines A320 passenger plane


Beibu Gulf Airlines newly introduced A320 passenger plane arrived at Nanning Wuxu International Airport.

In the eight years since its launch, the size of Beibu Gulf aviation fleet has increased from three at the initial stage to 28, from E190 single aircraft at the initial stage to E190-A320 dual aircraft fleet, with a total of 273 operating routes and 97 navigable cities, with over 200,000 flights, nearly 400,000 hours of safe flight and over 20 million passengers safely transported. At the same time, Beibu Gulf Airlines has always adhered to the principle of "people first, life first", fully implemented the general requirements of "change, dry and practical", introduced and implemented a series of safety management reforms, and increased safety management. Up to now, Beibu Gulf Airlines has not experienced serious symptoms or above. It has achieved the annual safety management objectives of the Civil Aviation Administration for eight consecutive years, and successfully passed the global civil aviation safety industry standard-International Air Transport Association Operational Safety Audit Certification (IOSA). The safety performance of safe operation is at the forefront of the industry and HNA Aviation Group.

"Gorgeous Turn" —— Guangxi local airlines resume flights to ASEAN to open up markets

On February 6, 2023, the departure hall of Terminal 2 of Nanning Wuxu International Airport was very lively. Beibu Gulf Airlines and Nanning Airport held the departure ceremony of the first delegation of Nanning = Bangkok route resumption and Guangxi’s resumption of outbound tourism. 159 passengers took flight GX8907 to Bangkok, Thailand, marking the official resumption of the operation of ASEAN international routes by Guangxi local airlines. At the beginning of the company’s establishment, Beibu Gulf Airlines took "facing ASEAN" as one of its development orientations, and actively prepared for international routes while steadily building a domestic route network. Since 2018, it has successively opened a number of domestic routes to and from Southeast Asian countries, such as Nanning = Siem Reap, Nanning = Singapore, Nanning = Bangkok, Nanning = Hanoi, Lanzhou = Singapore and Luoyang = Hanoi, making full use of the network layout of nearly 100 domestic routes during the peak period of Beibu Gulf Airlines. In 2019, the passenger throughput of Nanning Airport’s Southeast Asia route rose to 925,000 passengers, and Beibu Gulf Airlines contributed nearly one-third of the passenger transportation share.


The resumption ceremony of Beibu Gulf Airlines Nanning = Bangkok international route

In 2023, with the successive adjustment of the national entry-exit policy and international passenger flight control measures, Beibu Gulf Airlines GX8907/8 Nanning = Bangkok flight resumed smoothly on February 6, and it is planned to be encrypted from 1 flight per week to 4 flights per week on March 1, and the Nanning = Singapore route will be resumed on March 7. In order to meet the travel needs of more passengers, Beibu Gulf Airlines also offers the lowest domestic transit price only in 100 yuan, which can transit to and from Southeast Asia from 23 cities including Chongqing, Chengdu, Xi ‘an and Jinan via Nanning.

"Transformation and rebirth" —— Guangxi local aviation management reform ushers in new opportunities for development

On December 8, 2021, Beibu Gulf Airlines officially joined Liaoning Fangda Group, integrating "party building as the soul" into the blood of enterprises, leading the development of enterprises with party building, continuously improving the decision-making power, innovation, productivity and cohesion of enterprises, taking party building as the "red engine" to drive the development of enterprises, managing enterprises with party building ideology, leading the development of enterprises with party building culture, and transforming the vitality of party building into the driving force for enterprise development. At the same time, Beibu Gulf Airlines accurately recognizes changes, scientifically adapts to changes, actively seeks changes, comprehensively introduces the advanced management experience of Liaoning Fangda Group to implement management changes, breaks the "wait, rely on, and want", practices "change, do, and be practical", implements an all-round "horse racing" mechanism, covering various professional lines such as safety, operation, service, and maintenance, and is performance-oriented and fully motivated.


Beibu Gulf Airlines appeared in the 2nd China-ASEAN Civil Aviation Cooperation Forum.

Beibu Gulf Airlines insists on intensive cultivation and strengthens the construction of route network system. While doing a good job in Nanning, it has set up overnight bases in Haikou, Changsha, Yichang and Yulin, and integrated the route network layout into the national strategies such as the construction of Hainan Free Trade Port, the development of the Yangtze River Economic Belt, the new land and sea passage in the west and Guangdong-Hong Kong-Macao Greater Bay Area, and actively promoted the recovery and development of the civil aviation market. In 2022, Beibu Gulf Airlines opened an overnight base in Yichang and new destinations such as Jingzhou and Wuhu, and made great efforts to build Nanning = Chongqing and Nanning = Jinan boutique routes, constantly optimizing the route network resources. In the winter and spring season, 14 routes including Yichang = Huizhou and Yichang = Qingdao were opened and 13 destinations were opened, and the route network layout was continuously expanded.

"Sincere Service" —— Polishing Guangxi Local Aviation Service Brand

Beibu Gulf Airlines "Qingxiu crew" was established in 2017. "Qingxiu" originated from Qingxiu Mountain, a famous scenic spot in Nanning. It takes the meaning of "clear and different, beautiful and not vulgar" and places a good expectation of "evergreen all the year round, always enterprising". This is a team of cabin service pacesetters who have been selected through various levels. The team members stand out from hundreds of flight attendants and are committed to building the air business card of the first local airline in Guangxi. Since its establishment, the flight crew has participated in many important activities such as China-ASEAN Expo, China-ASEAN Civil Aviation Cooperation Forum and important flight guarantee such as charter flights of Guangxi anti-epidemic medical team, and has successively won the honorary titles of "Youth Civilization" in Nanning and the first "Youth Civilization of Central and South China Civil Aviation". In addition, the crew participated in the design and development of the dining car fixing belt in the cabin, which can quickly fix the dining car in the cabin during bumps. This product has obtained the national patent certificate and has been fully promoted and implemented in Beibu Gulf air flights.


Beibu Gulf Airlines launched the theme flight of "Orchard in the Air" to promote Guangxi fruits.


The Beibu Gulf air crew carefully arranged the cabin atmosphere.

According to the concept of "sincere service" of Civil Aviation Administration, Beibu Gulf Airlines is committed to providing passengers with a more convenient, comfortable, efficient and pleasant high-quality travel experience by improving staff service awareness and strengthening subtle service innovation. Thanks to the joint efforts of all staff, Beibu Gulf Airlines has successively won honorary awards such as "Advanced Collective of National Transportation System in Fighting COVID-19 Epidemic", "Outstanding Contribution Collective of guangxi traffic Transportation Industry" and "TOP10′ Best Employer in Nanning by Zhaopin" in recent years, and its sincere service has been widely recognized by all sectors of society.


Guangxi Aid Qiong Medical Team arrived in Nanning by Beibu Gulf Airlines flight.


Beibu Gulf Airlines "Qingxiu Crew"

Winging for eight years will help Bagui take off and work together to build a dream and create a better future. Beibu Gulf Airlines will practice the corporate values of "four advantages", strive to build a service benchmark for local aviation enterprises in Guangxi under the guidance of the spirit of the 20th Party Congress, actively seize new opportunities for civil aviation development in the new era, and make unremitting efforts for the magnificent construction of Guangxi in the new era and the high-quality development of civil aviation in Guangxi.　

When the China football purge storm was going on： grassroots deputies called for the reform of the Football Association

　　Chen Qinyuan

　　With Li Tie, former head coach of the national football team, Liu Yi, member of the 11th Executive Committee of the Chinese Football Association and former Secretary-General, Chen Yongliang, executive deputy secretary-general of the Chinese Football Association and director of the national team management department, and Chen Yuyuan, chairman and deputy secretary of the Party Committee of the Chinese Football Association, and others being investigated one after another, the purge storm in the football field has attracted people’s attention.

　　The Paper noted that, recently, the WeChat WeChat official account of Suining Municipal Committee of China Democratic National Construction Association published a number of proposals and suggestions on football in China by grassroots representatives. Some deputies pointed out that the Football Association should improve the transparency of its operation. In addition, it is right to stop inviting foreign big-name coaches for short-term performance improvement and do a good job in youth training in a down-to-earth manner.

　　"This kind of corruption case has also appeared in Li Tie."

　　Among them, Lin Yun, member of the General Branch of the Democratic National Construction Association in Daying County, member of the Suining CPPCC and vice chairman of the chuanshan district CPPCC, and Wang Liming, member of the General Branch of the Democratic National Construction Association in Daying County and representative of the county people’s congress, reflected that football is the world’s first sport and is deeply loved by people all over the world, but the development of football in China, especially men’s football, has always been criticized. As an industry management organization, the football association has been criticized countless times by all walks of life, and the domestic football environment has also gone from bad to worse. As a China fan, I didn’t dare to expect the football results, but the lack of enthusiasm of football players on the court really made people angry and disappointed.

　　Tie Li

　　"After the case of Li Tie, the former head coach of the national men’s soccer team broke out, people’s mood could not be calmed down. As the main player of the national football team in the 2002 World Cup, Li Tie is one of the few people in the whole country who has played in the World Cup at present, and he should have feelings for China football. Even this kind of corruption case has appeared, so it is not difficult to understand the performance of football players on the field."

　　Lin Yun and Wang Liming pointed out that mature youth training is the only way from the successful experiences of neighboring Japanese and Korean soccer. The domestic football environment has gone from bad to worse, and all walks of life regard men’s football as a joke. Parents are reluctant to send their children to learn football. There are fewer and fewer targets for youth training, and there is no good prospect for a small football population. Children who should have played football are mostly playing electronic products such as mobile phones in their spare time, and the development of football is in a vicious circle. In addition, more and more attention has been paid to the construction of stadiums and gymnasiums, and a lot of money and land have been invested in the construction of large-scale stadiums, which have become more and more dazzling urban landmark buildings. However, most people can’t get into these stadiums and can’t afford to use them. The hardened square on the outer ring of the stadium is also occupied by dam dance. Generally speaking, sports facilities are more for viewing than for use.

　　Lin Yun and Wang Liming also said that since the beginning of the China Football League in 1994, there have been countless big-name foreign coaches invited by the national team and the club level, and they have spent a lot of money, but the effect is not obvious or sustainable. Without a good athlete, even a big-name coach can’t lead the team to achieve good results, and a large amount of foreign teachers’ expenses will be wasted. If you want to achieve good results continuously, it is the right thing to do a good job in youth training, and there is no shortcut.

　　To this end, they suggested improving the transparency of the operation of the Football Association. Football is widely concerned. Whenever the national team loses, the Football Association will face overwhelming criticism and deny all the efforts of the Football Association.The reason is that people don’t see the working process of the Football Association, and it is not objective and comprehensive to pay attention to the results of the game blindly, which is also unfavorable to the development of the football industry. The Football Association should improve the transparency of its operation, publicize and accept supervision for the plan at the beginning of the year, the implementation in the middle of the year, and the evaluation at the end of the year, so as to guide all sectors of society to look at winning or losing rationally and support the healthy development of the national football cause.

　　In addition, we will increase the proportion of football courses for teenagers at school, guide cities at or above the prefecture level to hold football matches in their spare time such as weekends, and compete teenagers from electronic products such as mobile phones. Open up free football venues in urban public spaces, create a good football atmosphere in the whole society, enhance the interest of young people in football, and vigorously increase the number of football population. Carry forward the excellent traditional culture of the Chinese nation through football, guide all young people to work hard actively and face all the challenges in life optimistically.

　　They also called for not inviting foreign big-name coaches for short-term performance improvement, using limited funds more to train local coaches, athletes, referees and managers, learning from foreign advanced football experience and sending people out to study. Set a reasonable salary ceiling for domestic athletes and encourage athletes to play abroad to improve their competitive level. Pay attention to the off-site management of athletes. For athletes who have achieved good results in a short period of time, they should refuse to be widely sought after by the media and improve their business participation, so as to prevent off-site factors from affecting their fighting motivation.

　　"Reform the mechanism system of China Football Association"

　　"In the Asian qualifiers in FIFA World Cup Qatar 2022 in 2022, the China men’s soccer team handed in a very bad answer sheet to the people of the whole country. The once first-class Asian team has become a third-rate Asian team, which made the fans very disappointed and called for the reform of the Football Association. China Men’s Football Team must learn from a painful experience, deeply reflect, comprehensively reform and start from the foundation. " Huang Peng, general branch member of Suining Municipal Committee of the Democratic National Construction Association, member of Suining CPPCC, vice chairman of Suining Municipal Committee of the Democratic National Construction Association and secretary general, reflected.

　　Huang Peng mentioned that due to the low overall level of football in China, it is difficult to go to the world, and the frequent scandals such as shady, match-fixing and corruption, the fans have lost confidence and reduced their enthusiasm for participation, resulting in insufficient market development and a difficult road to professionalism. Teenagers have little room for development in football, and the probability of success is very low. On balance, parents are basically unwilling to let their children take the road of professional football.

　　To this end, Huang Peng suggested that, according to the characteristics of the national conditions, we should drastically reform the professional leagues in China and the mechanism system of the China Football Association, train more teams, hold more high-level leagues, connect with the world, and promote their healthy, standardized and sustainable development.Adhere to the market-oriented operation of professional football clubs, and be responsible for their own profits and losses according to corporate management. It is necessary to strengthen exchanges with professional leagues in Asia and Europe, and cooperate comprehensively in personnel training, business operation and technical exchanges, so as to provide a broad space for the development of football in China.

　　Feng Yaowen, director of the General Branch of chuanshan district Branch of Minjian Suining City and the General Office of the Institute of Herbal Culture of Sichuan Vocational and Technical College, pointed out in the article "Problems and Countermeasures of the Management System Reform of Chinese Football Association" that the China Football Association, as an industrial autonomous association, is also a social group, which should be self-managed and self-restrained by interest groups related to the industry. However, in actual operation,China Football Association is more semi-official and its officials have administrative rank, which makes the Football Association more administrative, and the Football Association Congress and Executive Committee exist in name only.

　　The article combs that the laws and regulations that China Football Association relies on mainly include the Constitution of China Football Association, General Principles of Civil Law, Sports Law, fifa statutes and the Constitution of AFC. However, the relevant laws and regulations mostly stipulate the principles of the Football Association, and the articles of association of the China Football Association are a mere formality, relying more on the "red-headed documents" of the superiors in practice, lacking flexibility and flexibility in decision-making. At the same time, there is also a lack of supervision over the decision-making and implementation of the Football Association. In addition, the articles of association of the Football Association stipulate that legal disputes related to the Football Association shall not be submitted to the court, but only to the Arbitration Commission. The Arbitration Commission is a special committee within the Football Association, and its own impartiality is difficult to convince the public, and the interests of football clubs and players cannot be reasonably protected. Therefore, it is urgent to establish an arbitration commission independent of the Football Association and attended by football-related professionals.

　　In this regard, Feng Yaowen made three suggestions:

　　First, fully attract football-related stakeholders to participate in decision-making, implementation and supervision. As a football association interwoven by various stakeholders, its reform must emphasize the participation of the clients. First, it should overcome its single administrative nature, cancel the football management center, cancel the staffing, and fully absorb government officials, professional managers of the football association, experts and scholars, football players, football club members, local football associations and other relevant stakeholders to participate in the decision-making, implementation and supervision of the football association, so as to realize the socialization, autonomy, marketization and transparency of the football association.

　　Second, improve relevant governance laws and regulations. In the process of the reform of the management system of the Football Association, it is necessary to improve the relevant laws and regulations, accurately position the functions of the Football Association, and make the management activities of the Football Association have laws to follow in decision-making, execution and supervision procedures, so as to provide perfect legal protection for the legalization and modernization of the Football Association’s governance.

　　Third, establish an independent football arbitration institution. While improving the internal management system of the Football Association, it is necessary to establish an arbitration institution independent of the Football Association, which is composed of relevant legal persons, football professionals and relevant experts, and handles football-related disputes independently according to law, thus contributing to a more just and reasonable judgment of football disputes.

　　Chen Shuyang, member of Wenwei General Branch of Suining Municipal Committee of the Democratic National Construction Association and director of the Youth League Committee of Suining Municipal Committee of the Democratic National Construction Association, also reflected that at present, the Super League is operated by Super League Co., Ltd., ostensibly an independent company, but in essence it belongs to the Football Association, ostensibly operating the whole league, which is essentially limited to project investment, resulting in the league being seriously affected by administrative instructions and losing the prerequisites of "professionalism" and "marketization".

　　In addition, affected by various factors, the Super League is tournament-based, and all competitions are held in the same year, which is inconsistent with the international mainstream league home and away system and the New Year’s Eve system. In addition, the AFC Champions League will also adopt the New Year’s Eve system next year, and the overall structure will make each team physically and mentally exhausted. At the same time, because of the tournament-based league, the team will lose the support of fans and let football break away from the development foundation, which is even more unfavorable to the development of football in China.

　　Chen Shuyang suggested strengthening the confidence of real reform,Intensify the investigation and punishment of anti-corruption in football field, and make every effort to reduce the influence of "off-site factors" on the development of football leagues; "Separation of management and operation" will allow Super League companies to operate independently, establish a perfect club access and competition mechanism, reduce the interference of administrative orders, and prevent football leagues from becoming "performance projects"; Continue to encourage and stimulate the development of youth training of professional clubs and players to study abroad, improve the overall level of football leagues, enhance the football image of China and enhance the commercial value of the Super League; Adjust the league structure, cancel the tournament system that lasted for two years, and implement the New Year’s system in line with the AFC. Implementing the home and away mode will give the team its own growth soil, stimulate the internal motivation of China’s football market and create a better football atmosphere.

Will the inauguration ceremony of the US President be held online in 2021？ Biden revealed these details.

　　BEIJING, Dec. 5 (Reuters)-On Dec. 4, local time, US President-elect Biden said that in view of the spread of the COVID-19 epidemic, the scale of the presidential inauguration in January 2021 may be reduced or held online. Focusing on the slowdown in the recovery of the US job market, Biden urged immediate action and pointed out that a new round of bail-out plan is under discussion.

Data Map: US President-elect Biden. China News Service reporter Chen Mengtong photo

　　How to hold the inauguration ceremony of the president of the United States in 2021?

　　Biden revealed these details.

　　Biden said on the 4th that the scale of the presidential inauguration in January 2021 may be reduced, or it may be held in an online virtual form like the Democratic National Congress in early 2020.

　　"It is very unlikely that a million people will gather in national mall to visit the Lincoln Memorial." Biden pointed out, "I think, compared with the usual inauguration ceremony, you will see a form more like the Democratic National Convention."

　　Biden is scheduled to be sworn in as the next president on January 20, 2021, just a few weeks before the holiday season. Public health officials warned that unless people wear masks, keep social distance and stay at home, partying during holidays may lead to a sharp increase in COVID-19 cases. Biden has also warned that the epidemic will become more serious in the coming winter.

　　According to reports, Biden said that in addition to following the public health guidelines prepared for the inauguration ceremony, his team has been discussing the plan with the leaders of the House of Representatives and the Senate. He said: "My primary goal is to ensure the safety of the United States, but still allow people to celebrate."

　　Biden predicted that there would be no large-scale parade along Pennsylvania Avenue on the inauguration day, but added that he could not give a clear description of the whole event now. "But my guess is that in American states, you will see many virtual activities and attract more people to participate." He said.

Data Map: On December 1st, local time, the "drive-through" Covid-19 testing station set up in Alemany Farmers’ Market in San Francisco, California, USA provided testing services to the public. China News Service reporter Liu Guanguan photo

　　The recovery of American job market slows down.

　　Biden urges aid.

　　On the same day, Biden also pointed out that the American people are facing a "grim" employment prospect, and with the surge of Covid-19 cases, they need to provide immediate assistance to help the people tide over the difficulties.

　　According to the November employment report released by the United States, the recovery of the US job market is slowing down. Biden said at the briefing: "If we don’t act now, the future will be very bleak. The American people need help and need it now. "

　　He said that the $908 billion bail-out plan jointly proposed by the two parties is being discussed in Congress, which is a good start, but more aid will be needed in 2021.

　　According to the report, with the severe epidemic situation in the United States, the economic and employment recovery has been hindered. According to the latest data, 245,000 new jobs were created in the non-agricultural sector in the United States in November, the unemployment rate dropped slightly to 6.7%, and the recovery slowed down significantly.

AI grabs a job with someone？ Don’t panic, there will be a new division of labor between man and intelligent robot.

　　▼ Zhejiang University students have developed a quadruped robot that can climb stairs. Photo by She Ying

　　▲ College students show robot contest’s works. Photo by She Ying

　　Machines are good at solving problems, but they can’t ask questions and are not good at innovation. Therefore, the most valuable social occupations in the era of machine learning are entrepreneurs, innovators, scientists, creators and other talents who can analyze problems to be solved, opportunities to be explored and fields to be explored.

　　How awesome is artificial intelligence now? — — Ali’s mother’s artificial intelligence copy can generate 20,000 advertising words in one second, and Ant Financial’s AI has realized that four people serve tens of millions of users of 27 fund companies. After more than ten years of training, ophthalmologists can identify about 40% of keratitis, while Zhejiang University’s artificial intelligence can identify 84% and never get tired. As for translation, it is a piece of cake for Iflytek’s artificial intelligence to communicate in countless languages at the same time.

　　As early as 2016, based on the artificial intelligence technology at that time, Oxford University professors Carl benedikt Frey and Michael A. Osborne predicted that in the next 20 years, 47% of jobs in the United States, 69% in India and 77% in China are likely to be replaced by automation brought by machine learning.

　　Don’t panic, machines will not completely replace manpower.

　　"Artificial intelligence will definitely eliminate some industries and transform some industries." Xi Youmin, executive president of Liverpool University of Xi ‘an Jiaotong University, positively predicted that "many jobs may be lost, and many majors will be lost. Simple accounting will soon be replaced, and many people in the bank will lose their jobs."

　　But don’t panic, some people in the future are irreplaceable. While replacing and strengthening some industries, artificial intelligence and robots will also breed many new industries. For example, in today’s unmanned aircraft, one aircraft replaces a pilot, but there are 60 big data operators behind it.

　　Some experts also pointed out that people and intelligent robots are not substitutes, but will form a new division of labor. This new division of labor is reflected in the optimization of work performance by using artificial intelligence and machine learning; Machines are good at solving problems, but they can’t ask questions and are not good at innovation. Therefore, the most valuable social occupations in the era of machine learning are entrepreneurs, innovators, scientists, creators and other talents who can analyze problems to be solved, opportunities to be explored and fields to be explored.

　　With the deep development of artificial intelligence technology and the wide application of robots, people will be liberated from many traditional production activities, have more leisure time and more powerful support means, and make life more interesting and colorful. Innovation and creativity will become necessities in life and work, and people will have more opportunities to engage in creative work.

　　But Xi Youmin warned that all new jobs will only become more and more complicated, not simpler. "In the future, you won’t create jobs that you can get as long as you get a few points right.".

　　The Times of Artificial Intelligence, which was read by Fan Deng, the founder of Fan Deng Reading, set off a listening craze on the Internet. But few people know that Fan Deng majored in metal materials and heat treatment in university. "In college, I actually didn’t learn anything." He joked, "The most important thing my alma mater taught me was to make me feel that I could learn something." What impressed him the most was that he once participated in a debate on behalf of the school. In order to win the championship, he and his classmates browsed the library materials, read countless books and learned a lot.

　　This self-learning ability has become Fan Deng’s core competitiveness today, and it is also the root that he thinks he will not be replaced by robots.

　　People who are least like machines are more adaptable to the era of artificial intelligence.

　　Children in kindergarten can recite two sentences of poetry and speak two sentences of English, so parents are very happy. After school, multiplication tables and problem-solving methods will always be concerned, but these are not important in the era of artificial intelligence. "Because there are search engines and mobile phones now, people can easily find the knowledge they want, and the function of traditional education to eliminate ignorance has disappeared." Xi Youmin believes that it is easy to have knowledge in the future, and it is important to judge the ability to integrate this knowledge.

　　From the perspective of practitioners, Lv Cheng, general manager of Baidu Smart Home Hardware, has a deeper measure of talents in the era of artificial intelligence. Lv Cheng does not deny that future talents also need to master a lot of professional knowledge. But he put imagination first in the future talents. "The artificial intelligence industry is basically predicting what the future will be like. But my theory is that no one can predict anything, so you need to be very bold. Not from the perspective of landing application, but from the system level and at a higher level, we have a vision and idea for the future society. "

　　He believes that the most important quality of practitioners in the era of artificial intelligence is to have high moral standards. "Because artificial intelligence has a huge challenge, it is whether human beings can control its boundaries and can’t resist opening Pandora’s Box." In practical research, many application scenarios of artificial intelligence are actually full of temptations. Practitioners need to consider whether a certain technology will have a fatal impact on human society in the future and cannot be controlled by artificial intelligence.

　　In the final analysis, machines serve people, and how high people stand, how much help robots will have. Just like a smart phone has many functions, but most people only play 30% of its functions. "If we want to make our life more colorful with the help of robots, we must constantly improve ourselves." Xi Youmin believes that general education, literacy education and art education will become more and more important in the future, and schools need to cultivate students’ autonomous learning ability, questioning ability, interpersonal communication ability, innovative thinking ability and future planning ability.

　　"Who can survive in the future society? The most important thing is that you have to become the person who is least like a machine. " Fan Deng summed it up in one sentence.

　　But from the most realistic point of view, computer science will become the "main course" in all schools. Now Zhejiang University requires all undergraduates to learn programming, even the department of archaeology is no exception. This is the key for students to enter the era of artificial intelligence.

　　How to change education? It is still a problem being explored.

　　In April this year, the Ministry of Education issued the "Action Plan for Artificial Intelligence Innovation in Colleges and Universities", which made major arrangements for the innovative development of a new generation of artificial intelligence from the level of higher education.

　　Artificial intelligence affects education, not simply by offering artificial intelligence courses in schools, nor by offering artificial intelligence majors in schools. What the educational circles need to study is how the whole education adapts to the social problems after artificial intelligence because artificial intelligence has changed the world.

　　"For many years, the school has only paid attention to professional planning, curriculum design, syllabus, teaching, etc., and the future study is likely to be that people have laid a certain learning foundation and skills when they are young, and then live and work with their interests and opportunities, and they have to conduct specific studies as needed, thus making lifelong learning a habit and necessity." Xi Youmin believes that in this case, teaching is no longer simply to teach knowledge, but to guide students to cultivate problem awareness, learn to search for knowledge, integrate knowledge and solve problems, and improve their abilities of communication, cooperation, expression and execution in this research process.

　　This also means that the teaching mode of the school and even the campus form may change. In the future, students don’t necessarily have to spend four years for undergraduate study, two or three years for postgraduate study or three to five years for doctoral study. Instead, they need to make use of resources and technologies such as the Internet and schools to continue their self-learning.

　　The future university will be a learning center, a resource center, a research and development community, an innovative ecology and a Industry-University-Research social community. Here, teachers interact with classmates when they want to learn, try creativity with resources and experimental environment when they have ideas, seek answers with R&D center when they have doubts and questions, practice through innovative ecology when they have technology or business model, and create and share the value of innovative products or services through Industry-University-Research Community, thus promoting social progress and development.

　　At present, Tsinghua University, Zhejiang University, Zhejiang University of Technology and other well-known universities have deep cooperation with Baidu, Alibaba, Tencent and other enterprises. Zhongke Shuguang, the leader of supercomputers, is also cooperating with universities to introduce the experience and projects of enterprises into practical courses in universities, so that doctors in research institutes can share their experiences with students. Song Huaiming, chief scientist of Zhongke Shuguang Big Data, believes that the core idea of school-enterprise cooperation is to integrate the advantages of enterprises in artificial intelligence and advanced computing with the educational concept of the school to better cultivate practical talents.

Weir’s high-end CIS products continue to be used in mainstream mobile phone high-end flagship models.

On the evening of March 18th, at the flagship new product launch conference of Glory Spring, the highly anticipated Magic6 to Zhen Edition and Magic6 RSR Porsche designs were officially unveiled. These two flagship mobile phones are equipped with a newly upgraded SLR super-dynamic Hawkeye camera, which brings the world’s first LOFIC technology (full name: lateral overflow integration capacitor) from the vehicle regulation level.

According to people in the industrial chain, LOFIC technology comes from Howell Group (603501.SH), and Glory will use this technology to take the super-dynamic Hawkeye as the main camera and name it H9800. As the world’s first smart phone image sensor with LOFIC technology, a single exposure can achieve a dynamic range close to the human eye level, setting a new industry standard for high dynamic range (HDR) image capture of mobile phone photography.

In an interview with the media, Yu Renrong, chairman of Howe Group-Weir Co., Ltd. said: "LOFIC technology can now basically approach the level of human eyes, enabling mobile phone image sensors to achieve the maximum dynamic range under limited specifications, opening up the imagination of image innovation."

The official micro-signal of Howe Group also introduced this technology. TheiaCel? technology uses the function of LOFIC to provide excellent single exposure HDR even under challenging lighting conditions. The OV50K4050 megapixel image sensor based on TheiaCel? technology adopts 1.2 micron pixel size and 1/1.3 inch optical format, and has the functions of high gain and correlated multiple sampling (CMS), which can achieve the best performance in low light conditions.

The easy-to-understand explanation is that the basic principle is to place a high-density capacitor on each photodiode of the mobile phone image sensor to collect photoelectrons that may have overflowed due to saturation. When the number of photoelectrons converted by the photodiode exceeds the maximum capacity originally, the excess photoelectrons will flow to the adjacent capacitors instead of being "overexposed" because of overflow, which makes the highlight information in the shooting scene better preserved by the sensor and makes the output film closer to reality.

As early as last September, Howe Group introduced the image sensor OX08D10 with LOFIC technology for the automobile market for the first time. With TheiaCel?, OX08D10 can capture HDR images up to 200 meters away, which can achieve the best balance between SNR1 and dynamic range, and is also the best choice for outdoor camera applications. This year, the company introduced this revolutionary technology into the consumer smart phone industry, showing the infinite possibilities of TheiaCel?’s technological innovation.

In recent years, with the changes in the demand structure of the downstream market, the consumer electronics market is undergoing a round of product cycle structure adjustment. According to the research results of consulting firm TechInsights, the demand of mainstream smartphone manufacturers for mobile phones equipped with high-performance cameras is driving the market demand for 50-megapixel CIS products with large pixel size and larger optical format.

In order to meet the market demand, Howe Group has laid out products with different pixel specifications, which can be covered by all categories, and has made significant progress in the high-end CMOS market. The products have been used in high-end flagship smartphones of many domestic head phone brands. Among them, OV50H product is the beginning of the company’s high-end main camera layout, which is widely known for Xiaomi 14 "Light and Shadow Hunter 900". The poster announced by Xiaomi Company shows that the power consumption of "Light and Shadow Hunter 900" is reduced by 42% under the same size. According to the industrial chain information, in addition to Xiaomi, this product is also equipped with rear-mounted main camera sensors on many high-end models such as VIVO iQOO12 series and glory Magic6.

The release of the new image sensor with LOFIC technology of Howell Group is a further breakthrough in the field of high-end flagship machine image sensors, which sets a new performance benchmark for the flagship rear main camera. Industry analysts pointed out that this also shows that the competitiveness of domestic CMOS manufacturers in the high-end market is expected to be widely recognized by mainstream mobile phone manufacturers around the world, and the launch of the company’s series of core product technologies will also reshape the industry’s head pattern. （CIS）

Proofreading: Zhao Yan

The Ministry of Public Security has cracked a number of illegal and criminal cases of obscenity and pornography on mobile phones.

Special topic: encirclement and suppression of mobile phone network pornography

　　People’s Daily Online, Beijing, December 24 th On December 8 th, since nine ministries and commissions, including the Foreign Affairs Office of the Central Committee, the Ministry of Public Security and the Ministry of Industry and Information Technology, deployed a special campaign to further rectify obscene pornography and vulgar information on the Internet and mobile phone media, the Ministry of Public Security has made a heavy blow to the illegal and criminal activities of obscene pornography on mobile phones. In just half a month, the national cyber security department has closed 2,361 WAP websites of obscene and pornographic mobile phones, cracked 28 criminal cases of obscene and pornographic mobile phone websites, and arrested 34 suspects. The crackdown and rectification work was successful in the first battle.


　　Beijing cracked the case of "3gsem.cn" mobile phone wap website spreading obscenity and pornography. Recently, the work of Beijing Public Security Bureau found that a mobile WAP website named "Abusive Naked Campus" provides a large number of obscene and pornographic information links, through which you can browse obscene and pornographic videos, pictures, novels, etc. on other obscene and pornographic websites. The website server is hosted in IDC computer room of Yizhuang, Beijing Unicom. The public security organs in Beijing immediately set up a task force to carry out investigations and arrested the suspect Zhao. After the trial, Zhao confessed that he applied for virtual space and domain name through Beijing Tuofeng Weiye Company around October 2008, purchased wap mobile phone program code from the Internet, and successively searched more than 50 pornographic websites from the Internet, which increased the number of clicks with each other, and applied for advertising alliance of "Beijing Posture Wireless Company" and "Beijing Business Opportunity Unlimited Company". These two companies put advertisements on 3gsem.cn website, and the company will pay Zhao 0 according to the number of clicks of advertisements.


　　Jiujiang, Jiangxi Province cracked the case of "51xo.org" mobile phone WAP website spreading obscene articles. Recently, the public security organs in Jiujiang City, Jiangxi Province successfully cracked the case of "51xo.org" mobile phone WAP website spreading obscene articles, arrested a suspect, seized a computer involved and seized illegal income of more than 60,000 yuan. On November 16, 2009, the network supervision detachment of Jiujiang Public Security Bureau in Jiangxi Province found that a wap website of mobile phone was suspected of spreading obscene articles, and the server of the website was located in IDC room of Jiujiang Telecom. After investigation, it was found that the criminal suspect was forced by the strong public opinion pressure to crack down on the spread of obscenity and pornography on mobile phone wap websites recently, and set up jumping links to nearly 20 overseas obscene mobile phone wap websites, such as "Wolf Friends Home", "The Complete Collection of Sexy and Cool Stations", "Mao Mao Hand Mao Mao Foot" and "Jibazi Best Prostitute Station", in order to escape the crackdown by the public security organs. There are a lot of obscene pictures and novels in these obscene mobile phone wap websites. On December 7, the police handling the case of Jiujiang Public Security Bureau in Jiangxi, with the strong cooperation of Maoming Public Security Bureau in Guangdong, arrested the suspect Zhang in Maoming City. After the trial, the suspect Zhang confessed to the fact that he started to spread obscene and pornographic information on his mobile WAP website in April 2008, and put advertisements on his mobile WAP website for illegal profit by joining the network advertising alliance.


　　Shenzhen, Guangdong, cracked a case of using mobile media to spread obscene pornographic videos for profit. On December 2, 2009, the network police detachment of shenzhen public City, Guangdong Province found that a mobile WAP website was suspected of engaging in online viewing service of obscene pornographic videos. After the investigation, it was found that the suspect also maintained six other obscene and pornographic websites. The network police detachment of Shenzhen Municipal Bureau immediately assigned a special person to collect evidence and inspect the website, fixed the criminal evidence, and arrested three suspects, Liu’s brother and sister. After investigation, the three suspects set up seven pornographic websites, uploaded a large number of pornographic videos, and some websites had more than 1,000 pornographic movies. It takes advantage of the characteristics of high click-through rate and large traffic of pornographic websites, promotes advertisements by inserting online advertisements into obscene pornographic videos and movies, and makes profits by charging commissions according to clicks. Since the website was launched in October 2009, three suspects have made a profit of nearly 6,000 yuan.

Editor: Wang Jiaolong

If you pick up your mobile phone and return it in time, cleaning and collecting money will not warm people’s hearts.

　　In the process of driving on the expressway, I went to the service area to have a rest, but I lost my new mobile phone which cost more than 8,000 yuan … I thought that the hope of getting it back was slim, but Ms. Wang did not expect that the mobile phone would be recovered soon. Recently, Ms. Wang expressed her gratitude to the snack waiter in the parking area of Liandu, Zhejiang Transportation Group, who was unable to find money.

　　At 6 o’clock on the evening of March 18th, Ms. Wang drove from Jiangxi to Wenzhou, and had a rest through the Liandu parking area. When the car drove to Qingtian service area, she found that the mobile phone in the bag was gone. She immediately borrowed a friend’s mobile phone to dial her mobile phone number and found that the mobile phone had been turned off.

　　"The mobile phone bought for more than 8,000 yuan was lost only in two or three months, which was not only heartbreaking, but also the information in the mobile phone was very important." Ms. Wang said that in Qingtian service area, she tried to call her mobile phone number to see if it was turned off, and someone answered it soon.

　　The snack waiter said, "I found this mobile phone on the table in the store. I was cleaning at that time. When I saw it, I immediately picked it up and handed it to the manager on duty."

　　After getting the mobile phone, the manager on duty in the parking area found that it had been turned off, so he immediately recharged it, turned on the mobile phone and found that the screen was locked, so he could only wait for the owner to call.

　　At 6: 30 pm, the mobile phone finally rang. Ms. Wang, the owner, was very happy to learn that her mobile phone had been picked up by the staff of Liandu parking area, and said that she would return immediately to get it. In the parking area, Ms. Wang took back her lost mobile phone and took out 200 yuan money to thank the snack waiter for being rejected. She said, "Although I am a waiter, my income is not high, but I can’t take other people’s things. No matter how high-end and expensive things I find, I have to return them to the owner. This is the duty of being a human being."

　　Here, the staff of Zhejiang Communications Group also reminded passengers to take good care of their belongings to avoid unnecessary losses. If you lose something on the highway, you can call 12122 or ask the service area staff for help. (Zhang Yikai)

Suiyuan Technology and iQiyi signed a strategic cooperation agreement to explore the application of generative AI in pan-entertainment industry.

K graph IQ_0

　　domestically-builtSupplier Suiyuan Technology announced on the 13 thSign a strategic cooperation agreement to jointly explore the application of AIGC in the field of film and television content production, in order to build a benchmark for the application of AIGC technology in the field of pan-entertainment.

　　The evolution of the big model has accelerated the intelligent development of the film and television industry. AIGC has broad application prospects in the fields of film and television content production and user experience optimization, and can shape new ways of digital content generation and interaction.

　　Suiyuan Technology and the application platform based on Suiyuan big model have jointly explored the application of graphic algorithm training and vide o stylized rendering in the field of film and television content production, and achieved substantial results. For example, the costume drama series "The Big Dream is Leaving" which is produced and being produced, and the auxiliary tools of art design are developed through generative AI to improve the quality and efficiency of the art design work of the crew and save costs.

　　The two sides will carry out deeper cooperation and joint research and development in the future. Iqiyi is promoting the application of generative AI i n the whole process of content creative development and production. At present, in the planning and development stage, generative AI dismantles characters and scenes of novels and scripts, which can help improve the evaluation efficiency and accuracy of novel IP and scripts, so as to tap more high-quality projects with explosive potential. Suiyuan Technology will provide Iqiyi with computing services in application scenario s such as content understanding and non-player role (NPC), and support iQiyi to explore AIGC in film and television content production.

　　Zhang Yalin, founder and chief operating officer of Suiyuan Technology, believes that a new wave of production is coming. With the rapid evolution of large models, data resources are increasingly rich, and business application scenarios are constantly expanding. As a leading provider of cloud infrastructure, Suiyuan Technology will continue to exert its own technical strength and innovation ability, explore the combination of artificial intelligence and more scenes in the era of big model with iQiyi, and promote the landing application of AIGC technology in the field of pan-entertainment.

　　Liu Wenfeng, chief technology officer of iQiyi, said that the development of generative AI technology is expected to greatly improve the efficiency of content production and improve the level of cre ation and decision-making. This cooperation between the two parties will help iQiyi to develop and generate vertical applications of AI for film and te levision industry scenes more effectively, and empower professional film and television content creation.

Dialogue between Lan Yu and Zhu Yun ｜ He brought A Writer’s Odyssey back.


Special feature of 1905 film network "At the moment when you really get the Golden Rooster trophy, you should have a sense of responsibility and mission that has been passed down in your mind?" Pointing to the trophy in Zhu Yun’s hand.


"Yes, it was the highlight of life and the climax of life." Zhu Liyun’s eyes sparkled and he was lost in memories.


As early as 2015, he was nominated for the Best Editing Award of the 30th Golden Rooster Award for Chinese Films, which was the first year when the Golden Rooster Award was restored to the Best Editing Award. Four years later, he finally won the Best Editing Award in the 32nd Golden Rooster Award of Chinese Film. On the stage, he thanked that person … …


2021 is the 40th anniversary of the Golden Rooster Award in Chinese films. Blue Feather Living Room specially launched a series of interviews on the 40th anniversary of the Golden Rooster Award, looking back on the glorious years of light and shadow, and talking about the future of China films. Zhu Liyun, director of Lan Yu Dialogue, listened to the video creation in the digital age witnessed by the film editor.


"China’s first haircut" is a great god in my heart.


The winner of the 28th Golden Rooster Award for Lifetime Achievement in Chinese Film is called "China’s First Cut", which is the editing god in his heart. Fu Lao’s speech on life when he won the prize is still hit the floor in his heart. "Heaven rewards diligence, everything depends on human effort." This sentence, which the Fu Lao insisted on all his life, has also become Zhu Liyun’s motto. Under the strong appeal of Fu Lao, the Golden Rooster Award for Best Editing was restored in 2015. For this opportunity of "the predecessors planted trees, and the descendants enjoyed the cool", Zhu Liyun was also shortlisted for the Golden Rooster Award for Best Editing Award for his innovative editing techniques for the concept of time and space in Embroidered Spring Knife.


"Will there be embarrassment for the first nomination?" Lan Yu asked.


"Dare not, because the best editing award was restored for the first time in so many years, I will have a chance to nominate, which is already a historic event," Zhu Yun waved his hand. "Embroidered Spring Knife actually did something different when editing, but it seems that few people except the director agree with what we did, so that nomination is particularly important to me."


In 2019, he finally won the best editing award in the 32nd Golden Rooster Award of China for his inheritance of editing techniques of self-concept of time and space in Entering Beijing. At the highlight of his life, he deeply thanked Fu Zhengyi, a senior in the industry. "Today, this award is particularly heavy in my hand, because the predecessors of China film editing are constantly working hard. Please allow me to express my respect and gratitude to them!"


When Lan Yu asked about the significance of the Fu Lao in his mind, he said that the Fu Lao is a great god in his heart and an example in the mind of every editor in China editing industry. He also said that he was lucky when he won the prize, and these "descendants" had to thank the "predecessors" of Fu Lao for planting trees.


Add fire and material to the film.


"As a filmmaker, you have a research field of your own, which is really a very happy thing. Moreover, this matter was repeatedly recognized at the Golden Rooster Award, which gave me great encouragement. " Zhu Liyun talked excitedly about his creative mood.


Talking about his love for editing, his words are even more dense. "If you immerse yourself in it, it will look tired, lonely and hard to others, but I will feel no, I am not so tired. I think the first and most important thing in the editing industry is that you have to love movies, and you must find something different from what everyone thinks is the same. It needs to be carried out with full attention. "


During the intensive editing of the Golden Rooster Award-winning work "Into the Capital", one day, many opera experts came and said that the opera had not been finished and had to be sung from the beginning. After about an hour, Zhu Yun stood up and said, "Stop, stop, we can’t change it like this. We must ensure the film, and I will respect the opera itself to the maximum extent."


In the end, he drew lessons from many expressions of traditional operas in the editing, and showed many scenes of freeze-frame appearance. "We must do things according to the materials, first take the materials to stroke the plays, and then find ways to add fire and materials to the plays."


In the last month of Embroidered Spring Knife, he and his team, such as the chef with exquisite cooking skills, completely changed the second half of the story into a "dish", and made five large parallel clips of the whole film, completely breaking the time and space, and even mixing the scenes of day and night.


In this year’s Spring Festival movie, there are two scenes that go home during the day and go home at night. He didn’t watch them, so he cut them together — — When a poor man comes home and pushes the door and sees a mansion, a man who is used to a mansion loses his memory and pushes the door when he comes home. This reaction and contrast are the same in specific emotions.


In Lan Yu’s view, the best editing undoubtedly needs to give the director extra points. He agreed, "Right, editor, don’t try to have your own style. What you have to do is to pulse the film, then see what the director needs and try to maximize his demands."


Lan Yu pondered for a moment and asked, "So in the process of your cooperation with every director, will it be very tacit?" I believe that there should be many moments of dispute in the process of cutting. "

Zhu Liyun smiled and said, "I will argue more directly with this relationship. When filming "Embroidered Spring Knife", once we were all about to fight, and there was a scene where we were carrying our backs. Then Liu Shishi said that Zhang zhen was injured, so he helped him cover the wound. At the beginning of filming, I felt that only one shot was needed for that scene; But Lu Yang felt that both sides should be taken care of, so I insisted that it should not be interrupted by editing points in the middle. When we connect the whole film, I won’t argue with him about it anymore, because I think it needs to be interrupted in terms of the rhythm of the whole film, and its rhythm is the same. "


"Later, when I cut it, I told the old road (Yang) that today I won’t cut it first. Let’s discuss one thing first. Can this novel change reality? We discussed this for three to four hours. In fact, the final solution was that we added a voice-over to solve this problem. "


Every movie, he received hundreds of hours of material, so he began to edit it on the spot. "Into the Capital" was roughly cut out for 150 minutes, A Writer’s Odyssey was roughly cut out for 4.5 hours, and "Crowd" was roughly cut out for 5 hours and 40 minutes. He needs to cut them to a reasonable screening duration. "Because the audience will be tired after a long time, we must consider how much information the audience can accept."


Lan Yu noticed the concept of live editing. Zhu Liyun explained that his first contact with live editing was actually when the director was shooting. He was the live editing of that film and helped the director verify this sub-shot. At first, he couldn’t understand. At that time, director Tsui Hark often came over and asked him, "Did we shoot enough?" Because director Tsui Hark came from the film era, in order to save film, every shot will need to be edited.


And when the digital age comes, we don’t need to worry about a provincial material. Although his graduation homework in 2009 was still on film, it was all digitized after graduation. This has reduced the cost of many projects. He said, "I’m the only one in the editing group. Only the digital age can support us to do this. It’s because of the dividend of the digital age that there are so many materials for us to play freely, and then the editing really becomes an editing, not just an execution by the director."


For the future direction of editing, he thinks that the future films will make some breakthroughs in time and space, and take emotions and expressions as the main line to narrate. Therefore, he is also trying hard in this direction, and he also sees many people trying hard to do this kind of attempt.


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?