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?

＂The Snow Queen 3： Fire and Ice＂ was released in the spring on April 5th.

Snow Queen 3: Fire and Ice

1905 movie network news After the lively Spring Festival, the movie market ushered in a clear stream in early spring and April. The animated film The Snow Queen 3: Fire and Ice, which was adapted from Andersen’s fairy tale of the same name, has been confirmed to be introduced into China, and it has been scheduled for April 5.


With the participation of Robert Lance, the legendary Hollywood screenwriter of Beauty and the Beast, the film was jointly created by wizart Animation Studio, the world’s top animation production team, and Fabrizio mancinelli, a famous Disney music producer. The ultra-luxurious production team opened the door to a visual feast of the 3D fantasy ice kingdom for audiences all over the world.


This release is the third film introduced into China after it was successfully released in more than 130 countries. This film continues the previous character setting, and the brand-new story focuses on the daily growth of the Gerda brothers and sisters, depicting the experience of a pair of stooges who love each other and kill each other in the running-in.

The two brothers and sisters, Gerda and Kay, who started the mutual exchange mode at any time, continued their just and brave responsibilities. They were raised by dwarfs in the country of ice and snow, and their troubles escalated as they grew up. This time, Gerda and her new friends went to look for the legendary wishing ball, but they didn’t want to summon the evil forces sealed in the wishing ball. Can this pair of brothers and sisters bring good luck and peace to the world?

Grassroots also have positive energy. College students don’t have to talk about the color change of ＂online celebrity＂

　　Chen Xinyi of Zhejiang Sci-Tech University

　　Zhang Chenyi, Zhejiang Normal University

　　Tan Shuyu of Anhui Normal University

　　Chai Ruoyue, Zhejiang University of Finance and Economics

　　On August 3rd, the original article "Can’t I like a" online celebrity "pushed by WeChat official account, the official WeChat of China University Media Alliance, attracted the attention of netizens. Ren Yuxuan, the author of the article and a 2015 undergraduate student of Communication University of China, said in the article that in the eyes of many people, it is acceptable to follow the stars, and it is hard to talk about liking "online celebrity". "True, kind, talented, with positive energy … … Can these excellent qualities only exist in the stars, but not in the grassroots ‘ Online celebrity ’ On the body? " She asked.

　　On the second day after the article was published, with the reprinting of many influential WeChat public accounts and comments from netizens, Weibo’s topic "I like a ‘ Online celebrity ’ What’s wrong? "ranked first in the hot search list, with more than 15 million readings.

　　China University Media Alliance launched a survey among 1,847 college students nationwide, among which 42% of the students surveyed said that they had "paid attention to different types of ‘ Online celebrity ’ " , 47% of the college students surveyed said "Yes ‘ Online celebrity ’ Groups don’t catch a cold ","Right ‘ Online celebrity ’ There are 10% college students who have a certain aversion.

　　"People who can bring joy and positive attitude should be respected, not because of ‘ Online celebrity ’ The two words are labeled with some inexplicable labels. " Some netizens wrote in the comments.

　　Pay attention to the "online celebrity" in literature, music, beauty, games and other fields.

　　Wu Yingqian, majoring in journalism and communication at Zhejiang Sci-Tech University, has been paying attention to Weibo red man Yuan Zihao and Yuan Ziwen since high school. In Wu Yingqian’s third year of high school, she bought the first book "I hope my world will always have half of you" by the "literary brothers". At that time, she was experiencing a "low valley" in her Chinese performance. When she read that her younger brother Yuan Ziwen had encountered a bottleneck in high school and still didn’t give up, Wu Yingqian was moved. She encouraged herself by taking the "literary brothers" as an example, and she firmly believed that she could also overcome difficulties.

　　Yuan Zihao and Yuan Ziwen, who have millions of fans on Weibo, graduated from Peking University, and the two brothers became popular with the publication of their inspirational novel "May my world always have half of you" in 2013. Now almost every Weibo of the two brothers has tens of thousands of "likes". Some people even call them "two young stars flying in the sky."

　　Wu Yingqian pays close attention to the public trends of "Wenhao Brothers", and is also familiar with their brand endorsements and related activities. Even in her English composition and her usual writing class assignments, the shadow of the "literary giant" brothers is everywhere. She said that people who pay more attention to the two brothers like their works and their fine quality rather than just their handsome appearance.

　　Yang Qianyu, a junior girl from Anhui Normal University, started talking when she mentioned Priest, the writer of "online celebrity". Compared with most peers’ pursuit of high-value stars, 20-year-old Yang Qianyu admits that she does not belong to the "Appearance Association". In her view, Yan value is the heavyweight weight of online celebrity’s popularity, but without connotation and cultivation, "no matter how beautiful the face is, it won’t last long".

　　Priest in Yang Qianyu’s mouth graduated from Shanghai Jiaotong University, and is an online novel writer. She is recognized as "highly educated online celebrity". According to public data, Priest’s novel collection has exceeded 150,000. Similar to many popular writers, whenever Priest updates chapters, it always causes positive responses from fans.

　　Yang Qianyu came across Priest’s works when she was a sophomore in high school. She regarded Priest as her "goddess". She feels that although the online writer is only Priest’s deputy, it can be seen from the lines of the works that Priest has shown good strength in every work.

　　Influenced by idols, Yang Qianyu, who chose the Chinese Department in the university, has now embarked on the road of writing. Since January this year, Yang Qianyu has been busy updating her works. Although she has only collected 10 readers and 3 flowers so far, she still feels great satisfaction even if she is recognized by only one reader.

　　Bai Yanxin, a college student who likes to make up and take photos everyday, has followed nearly 500 "online celebrity" such as "Fashion Blogger" and "Beauty Blogger" on Weibo. She pays attention to the daily life of "online celebrity", wears recommendations, and reads Weibo recommended by different beauty bloggers to help her "not miss" when shopping.

　　“‘ Online celebrity ’ It is an ordinary person who is very close to us. "

　　"I think ‘ Online celebrity ’ It is a group of people who are better than us in some respects. They are not as high as stars or other celebrities, and we ordinary people can also reach them. " Ye Yu mentioned an experience with online celebrity.

　　On one occasion, Ye Yu wanted to find a song, but because of copyright issues, the song has not been published online. Later, "online celebrity" Didi helped him. Didi is a music producer and often composes music for singers. On a live broadcast platform, he has nearly 100,000 fans.

　　Last August, Ye Yu came to Beijing for a concert and met Didi offline. "We talked a lot about music and life." Ye Yu recalled that during that period, he had been struggling whether to formally develop into music, and Didi strengthened his confidence. "Didi told me that the key to making music is to have a heart. Many people in the music circle became monks halfway, and some even became good producers without training."

　　After learning that Ye Yu wanted to study music formally, Didi became his keyboard teacher. "Didi is very willing to lead the way for people who really want to learn. He also recommended many books on music theory to me, and many of my vocal music teachers are also introduced by him." Ye Yu said.

　　There are many "online celebrity" like Didi in Ye Yu’s WeChat. "I think now ‘ Online celebrity ’ Slowly transforming, ‘ Awl face ’ Cannot represent all ‘ Online celebrity ’ , I am now concerned about ‘ Online celebrity ’ It is precisely those who are capable and talented. " Ye Yu said.

　　Gan Tian, a teacher in the psychology department of Zhejiang Sci-Tech University, believes that from the psychological point of view, young people’s liking for "online celebrity" is the result of the interaction of two seemingly contradictory psychological factors: conformity psychology and seeking difference psychology. On the one hand, it is easy for young people to form a trend of chasing "online celebrity" in similar circle of friends. At the same time, the distinctive features of "online celebrity" give people a sense of chasing unconventional behavior.

　　“‘ Online celebrity ’ It is easier to resonate, which is called ‘ Empathy ’ . ‘ Online celebrity ’ Just like an ordinary person around you, you think he is very interesting and characteristic, more grounded and more easily attracted to him. " Sweet said.

　　In the sweet view, whether you like "online celebrity" or a star, it is an opportunity for self-recognition. "Know yourself, analyze yourself, find the reasons, and think about liking ‘ Online celebrity ’ The reason, can more rationally chase ‘ Online celebrity ’ 。”

　　"Yes ‘ Online celebrity ’ The evaluation cannot be generalized. "

　　Gao Yiwei, from Shaanxi University of Science and Technology, said that he seldom logs in to Weibo. As soon as he heard "online celebrity" in Weibo, he frowned. "Hypocrisy, exaggeration and affectation." He said of the "online celebrity".

　　In his impression, "online celebrity" is mostly "with an awl chin that is too sharp, a high-profile style of showing off wealth and overconfidence in appearance". He still remembers a popular video he accidentally saw in Weibo, in which a "online celebrity" cried and shouted at the screen of his mobile phone that he was being chased. He felt bored and difficult to understand.

　　Gao Yiwei believes that many "online celebrity" do some meaningless and eye-catching things that violate the values in pursuit of clicks and attention, which is disgusting.

　　Similar to Gao Yiwei’s point of view, when it comes to online celebrity, Shen Zhe immediately thinks of words such as "plastic face", "showing off one’s position" and "showing off one’s wealth". Shen Zhe felt that for these "online celebrity", even criticism and questioning are a kind of flow, so they have been "out of sight, out of mind".

　　Gan Tian said that when people saw that the image of "online celebrity" was mostly the image of "plastic face", they naturally labeled it as such. The advantage of "labeling" is that it can help people understand this matter quickly and deal with some problems, but on the other hand, it is not so objective and comprehensive, but it is biased. Some "online celebrity" will be grandstanding and transmit a lot of negative energy and information in order to attract fans and keep the number of fans. When many prominent negative energy "online celebrity" becomes a "stereotyped" impression, most people will feel disgusted with "online celebrity".

　　Chen Peng, director of the Department of Communication, School of Literature, Nankai University, believes that there is no standard definition of "online celebrity". He explained: "We usually call this group that has greatly improved its popularity, attention and fans through some online behaviors, activities and events through the Internet platform ‘ Online celebrity ’ 。”

　　"Many times, ‘ Online celebrity ’ Need to do something out of line to become a ‘ Explosions ’ And these behaviors or events themselves are easy to cause controversy. But if it is not out of line and there is no controversy, it will be difficult to attract attention. " Chen Peng said that it is easy for people to have a lot of negative views on "online celebrity" by gaining a high number of fans through outrageous events or events that break the bottom line. He also said that this kind of controversial "online celebrity" is usually short-lived and unsustainable.

　　"Yes ‘ Online celebrity ’ The evaluation cannot be generalized. " A university teacher thinks that if we evaluate the group of "online celebrity", we must pay attention to what they do in combination with the specific "online celebrity". He mentioned that he would consciously share some examples of positive energy "online celebrity" with students during the interval of daily teaching. "Actually ‘ Online celebrity ’ There are many excellent and positive cases in the group, such as the graduation speech delivered by Genshu, the former president of Huazhong University of Science and Technology, and the reading of old academicians in the second class of high-speed rail, which are worth promoting and learning by students ‘ Online celebrity ’ 。”

Mobile e-sports+casual games, China players pay more attention to the social attributes of e-sports？

　　In July, Gamma Data released the "2019 China Game Industry Semi-annual Report" — — In the first half of the year, the growth rate of China Mobile’s e-sports revenue was far ahead of that of client-side e-sports games, accounting for more than 60%.

　　Earlier, the Leisure Game Market Opportunity Research Report of 2018-2019, also from gamma data, pointed out that mobile leisure game users accounted for 66.4% of the total mobile game users in the past year, but leisure games only accounted for 6.6% of the mobile game market & hellip; …

　　Thanks to the demographic dividend of China and the rapid development of mobile Internet, mobile e-sports has gradually become the main force in the field of e-sports, but mobile leisure games are still a low-lying area with huge room for growth, which seems to mean that "mobile e-sports+leisure" will become an opportunity in the development tide of e-sports and games in China.

　　In the e-sports market, female users surged.

　　In the 2019 Tatan Elite Challenge, which just ended in Qingdao, 12 teams fought for two days, attracting thousands of live audiences and over one million online audiences. It seems that the e-sports event created by a light casual game also has strong box office and market appeal.

　　In fact, the Tatan Cup has been born for four years, and the popularity of "Ball-Ball Battle" is behind it.

　　As a casual game produced by Giant Network, official data show that there are more than 500 million users, 10 million daily activities and 150 million monthly activities, and the gender ratio of players is close to 4 to 6 (35% women and 65% men); In terms of age, 40.08% of the players aged 18 to 24, and 33.07% of the users aged 13 to 17 & hellip; …

　　The rise of "Ball Fight" has indeed caught up with the fast lane of China mobile e-sports development — — It was launched in mid-2015, which is earlier than many popular mobile games, but the precise positioning is probably more worthy of attention.

　　In the e-sports game market, especially on the mobile side, the scale of female users has surged.

　　Public data shows that from 2013 to 2018, the number of female players has increased from less than 80 million to 290 million.In the past, there were high barriers to heavy games, which made light games that focused on "leisure" just needed by the market. Its "popularization", such as relatively simple rules and operation, was not only more suitable for covering young people of all ages, but also met the needs of the rapidly growing group of female players.

　　In fact, not only female players, but also professional players in Tatan Classic, which is a difficult scene to see in other e-sports events.

　　Leisure+animation, the future industrial direction

　　Of course, there is still a long way to go from a popular game to a traditional e-sports event.

　　On the one hand, it benefits from the high stickiness of mobile e-sports users. According to the survey, the proportion of mobile e-sports users playing games every day is as high as 43.1%, and the proportion of playing games every week is also 25.3%, among which the proportion who are willing to watch events online is as high as 67.2%.

　　In addition, industry insiders also analyzed that while the competition of heavy game e-sports is intensifying, leisure e-sports built around light games is expected to become a "single product" in the market. Since 2016, Giant Network has successively launched a series of subdivided events such as BPL Professional League, Tatan Cup Elite Challenge, CEST Campus Challenge and BUC City Challenge, and deeply cultivated leisure e-sports.

　　It is worth mentioning that while maintaining the attributes of the game, leisure e-sports emphasizes the social functions in e-sports games.

　　According to statistics, "Ball Battle" creates a community online through team battles, seasons, leaderboards and other settings. On average, each player has 15+ friends, and the platform generates more than 12 million private messages every day, with a cumulative upload of more than 100 million selfies.

　　In terms of offline events, the Tatan Cup is closer to the carnival, with diverse scenes such as band performances, players meeting, audience interaction with the event presented together.

　　With the increasing social needs of young people, mobile e-sports has become a social product to some extent. According to the 2018 China Leisure Mobile Game Industry Report released by iResearch, 82% of leisure mobile game users said that they need to meet social needs in the game.

　　Producer Wu Meng has also said that social attributes will help game products to extend their life cycle. In fact, for leisure e-sports with weak antagonism, socialization is not only empowerment, but also its lifeline.

　　At present, giant network’s e-sports are actively seeking cross-border and circle-breaking. The previously launched "Journey" series has joined hands with the classic animation "Huluwa" to implant Huluwa elements in e-sports games. At present, the serial comics "Xingyun Brigade" and the virtual idol "Tatan" related to "Ball Fight" are also officially launched … …

　　Judging from the industry and market forecast, leisure, animation and massively multiplayer online e-sports and games still have considerable potential in the future.

　　The Paper reporter Chen Jun

College students hiking privately on Yulong Snow Mountain during the National Day holiday were trapped by the police overnight.

College students hiking privately on Yulong Snow Mountain during the National Day holiday were trapped by the police overnight.

　　Zhongxin. com Lijiang, October 6 (Ye Liquan) The reporter learned from the Public Security Bureau of Yulong County, Lijiang City, Yunnan Province on the 6 th that Huang Modong, a sophomore in Guangxi, copied the Internet Raiders and tried to climb the top of Yulong Snow Mountain on the evening of the 4 th. The cliff trapped at an altitude of 3,639 meters was successfully rescued by the police after 24 hours of emergency rescue.

　　According to Huang Modong, after he arrived in Yuhu Village, Lijiang City on the morning of the 4th, he began to climb the Yulong Snow Mountain privately, marching step by step to the virgin forest and dangerous peaks. During this period, he was determined to climb to the top in the face of the infinite charming scenery of Yulong Snow Mountain. "Before leaving, I learned about the relevant raiders through the Internet, carrying eight-treasure porridge, red bull drink, mineral water and a small piece of chocolate, as well as a thin down jacket, charging treasure and mobile phone, which has been fully prepared."

　　On the evening of the 4th, when he reached the cliff above the quicksand slope of Yulong Snow Mountain, it began to rain lightly in the sky, and the rapidly coming mountain fog surrounded him. In the face of the dark night, Huang Moudong, who was in danger, called for help.

　　"On the left is a cliff. Under the guidance of the police, I curled up in the same place and didn’t dare to move." Huang Modong said, "In order to alleviate my physical discomfort and inner anxiety, I listen to songs on my mobile phone and constantly imagine the beautiful things in my memory."

　　After receiving the alarm from Huang Moudong, the local party committee and government, the police station and the Lijiang Blue Sky Rescue Team quickly launched the rescue mechanism and put into intensive rescue preparations. According to professional data analysis, Huang Moudong was trapped at the cliff below Shangyi Peak in Yulong Snow Mountain, with a height of 3639.2 meters.

　　At 21 o’clock on the evening of the 4th, 15 rescue forces, consisting of Yulong Public Security Bureau, local Party committees and governments, and village committees, carried supplies and quickly put into rescue work. At night, the temperature plummeted below zero degrees Celsius, and it rained intermittently on Yulong Snow Mountain. The whole mountain was surrounded by a large fog and it was opaque. In order to ensure that Huang Moudong got out of trouble safely, the rescue team did not dare to relax, and raced against time on the dangerous rescue road overnight.

　　After a 24-hour emergency search and rescue, Huang Modong was successfully rescued. Except for the loss of temperature and the decline of physiological function caused by starvation and freezing at high altitude, Huang Modong’s vital signs were stable.