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On January 24th, China Banking and Insurance Regulatory Commission website published "Guiding Opinions on Regulating the Regulation Price Management of Banking Service Market". The Opinions put forward that banks should not use price means to carry out unfair competition; For financing business, fees shall not be charged for not providing substantive services; When setting the price range, it is not allowed to excessively expand the interval between the upper and lower limits and evade the price management requirements; When pricing based on external costs, fees significantly higher than the external service price standard shall not be charged; Do not charge fees repeatedly for service items, or reduce the quality or quantity of service on the grounds of price reduction.

The original text is as follows:

All banking insurance regulatory bureaus, policy banks, large banks, joint-stock banks, foreign-funded banks, direct-selling banks and banking associations:

In order to standardize the management of regulated prices in the banking service market, improve the quality and efficiency of serving the real economy, and improve the people’s financial consumption experience, this guidance is formulated in accordance with the Banking Supervision Law of the People’s Republic of China, the People’s Republic of China (PRC) Commercial Bank Law, the People’s Republic of China (PRC) Price Law, the People’s Republic of China (PRC) Anti-Unfair Competition Law, and the Measures for the Administration of Service Prices of Commercial Banks.

I. General requirements

(A) the guiding ideology

Adhere to the guidance of the Supreme Leader Socialism with Chinese characteristics Thought in the new era, implement the new development concept, practice the people-centered development idea, standardize the banking service behavior, protect the legitimate rights and interests of financial consumers, and promote banks to better serve the real economy and the people.

(2) Basic principles

— — Market decision, government guidance. Based on laws and regulations, give full play to the regulatory role of the market mechanism and maintain market order by means of marketization and rule of law. Strengthen multi-party supervision, strengthen industry self-discipline, and promote banks to improve service price management.

— — Equal consultation to ensure quality. Financial service providers and demanders negotiate on an equal footing to prevent irregular pricing by taking advantage of market position differences and protect customers’ independent choice and fair trade rights. Support banks to independently determine the pricing strategy and price adjustment opportunity of market-regulated service items, reasonably calculate the service costs, and comprehensively consider factors such as resource investment, risk-taking and regional differences to ensure that service quality does not decrease and business operations are sustainable.

— — Open and transparent, dynamic adjustment. Banks should publicize service items and price standards through online and offline methods, disclose price information completely and accurately, and protect customers’ right to know. According to the macro-economic and financial situation, its own operating ability and other factors, adjust the service items and price levels.

— — Strengthen management and speed up transformation. Optimize the internal operation process, shorten the management and business chain, and form the endogenous power for banks to effectively carry out price management. Promote financial service innovation, increase digital transformation and technological empowerment, and improve operational efficiency.

(III) Main objectives

The bank’s market regulated price service items are set appropriately, the pricing is scientific and reasonable, the price management mechanism is more perfect, the quality and efficiency of financial services are further improved, and the service capacity is continuously enhanced, forming a market environment with fair price competition, effective management norms, high-quality and transparent services and sufficient rights and interests protection.

Second, standardize the pricing of service items

(4) Market-regulated pricing services of banks refer to services provided by banks with non-government guidance or non-government pricing. Services include payment and settlement, agency business, risk taking, financial transactions and management consulting, including payment and settlement, electronic banking, bank cards, wealth management, agency, custody, guarantee and commitment, trade finance, financial market transactions, management and consulting.

(5) The prices of service items subject to market-regulated prices shall be independently set by banks according to law and formed through market competition. Banks should set and adjust the price of market-regulated service items, which should reflect the matching of quality and price, cost and risk coverage, value creation and industry competitiveness. According to the different nature of service items, fixed amount pricing, proportional pricing, interval pricing, agreement pricing, pricing based on external costs or other methods are adopted separately or comprehensively.

(six) to adopt the proportional pricing method to formulate and adjust the price of service items, it is necessary to scientifically evaluate the relationship between the amount of services involved and the price of services, and comprehensively consider factors such as cost burden and economies of scale to determine the rate.

(VII) To adopt interval pricing method to formulate and adjust the price of service items, it is necessary to comprehensively consider the differences in customer group characteristics, transaction currency or amount, service channels, etc., scientifically determine pricing standards, reasonably control the price interval, and determine the appropriate upper and lower limits of the interval.

(eight) to adopt the agreement pricing method to formulate and adjust the price of service items, it is necessary to clarify the implementation reference standards for personalized services, persist in creating value for customers, clarify the service content, price composition and pricing considerations, standardize the service pricing calculation method, and keep corresponding records.

(nine) with the help of financial infrastructure or communication and information services, the external cost pricing method is adopted to formulate and adjust the price of service items, and the appropriate external purchase price and service price standard should be determined in full consultation with the basic service providers.

Third, establish and improve the pricing calibration mechanism

(ten) the bank should evaluate the rationality of the price standard of market-regulated service items, and select internal and external items for homogeneous comparison. According to the regulatory policy and business development needs, combined with the nature of the service to determine the frequency of price audit, regular assessment of service prices, in accordance with the provisions of the disclosure of adjustments. When evaluating the service price, we should fully consider the factors such as business model adjustment, management process optimization, technological progress and so on, and reflect them in the price level. Encourage a moderate reduction in fees for low-frequency and low-input services.

(eleven) the pricing of bank market-regulated service items should take service quality as the core, take into account market competition and customer acceptance, and avoid the actual execution price of services exceeding a reasonable level. For service items with fixed prices, the upper limit should be strictly the standard published in the service price catalogue, and the actual execution price should not be higher than the published price standard. For proportional pricing projects, except for specific types such as risk taking, in principle, it is necessary to set the upper limit of the execution price. For agreement pricing projects, it is necessary to clarify the internal implementation reference standards and establish an internal over-limit audit mechanism to prevent abuse of agreement to obtain improper benefits.

(twelve) banks shall not use price means to carry out unfair competition; For financing business, fees shall not be charged for not providing substantive services; When setting the price range, it is not allowed to excessively expand the interval between the upper and lower limits and evade the price management requirements; When pricing based on external costs, fees significantly higher than the external service price standard shall not be charged; Do not charge fees repeatedly for service items, or reduce the quality or quantity of service on the grounds of price reduction.

(thirteen) industry associations and clearing and settlement institutions should play an active role, strengthen positive guidance for services with extensive influence, and promote the long-term development of the market.

Fourth, support specific service areas

(14) Encourage banks to optimize basic banking services such as account management, deposit and withdrawal, payment and remittance for specific groups such as the elderly and the disabled, and give appropriate concessions in combination with their own business strategies. For service items such as account management and maintenance, it is encouraged to reduce or exempt them according to customer type, transaction scale and transaction frequency. Banks should ensure that customers are aware of the preferential measures for reducing and exempting service prices for specific groups, and protect financial consumers’ right to know.

(fifteen) encourage banks to implement differentiated pricing for small and micro enterprises, individual industrial and commercial households and other market entities, reasonably formulate and adjust the price of service items, divide customer groups according to their own business strategies, and give appropriate concessions.

(sixteen) to encourage banks to support the national people’s livelihood projects and other special funds to help protect the field, and reasonably determine the price of funds settlement and other services.

Five, improve the service outsourcing and service cooperation price management.

(XVII) In business cooperation with third-party institutions, banks can distinguish service outsourcing from service cooperation in combination with the independence of decision-making, the legal relationship of customers and the ownership of interests, and implement price management in accordance with these Guiding Opinions and relevant laws and regulations.

(eighteen) banks should establish and improve the management system of service outsourcing, reasonably determine the items and forms of outsourcing services, strengthen the management of service outsourcing procurement, and carefully select outsourcing service providers. It is necessary to specify the price terms in the outsourcing service agreement, and it is forbidden for outsourcing service providers to charge customers for services related to outsourcing services.

(nineteen) banks should establish a unified cooperative management system, formulate a directory of cooperative institutions, and adopt open bidding or other appropriate procurement methods for competitive service projects in principle. It is necessary to fully understand the service content and price standards provided by cooperative institutions such as Internet platforms to customers, stipulate the service price information disclosure requirements, the responsibilities and obligations of the three parties in dispute settlement, etc. in the cooperation agreement, and prohibit cooperative institutions from charging customers any fees in the name of banks. It is necessary to continuously evaluate the cooperation mode and terminate the cooperation of institutions that are inconsistent with the quality and price of service charges in a timely manner.

Six, strengthen the management of market regulated price pricing.

(20) The head office of a bank should implement scientific management of service prices, integrate price management into service scheme design, business strategy formulation, service quality and efficiency evaluation and other links, designate special departments to take the lead, coordinate all business departments and service units to implement the division of responsibilities by establishing an internal coordination mechanism, strengthen guidance and supervision on the implementation of service prices, and correct existing problems in time.

(21) Banks should improve the control function of business systems, realize automatic identification of customers who meet the conditions of preferential reduction and exemption of service prices, effectively control service items and execution prices, and reduce operational errors and human influence through parameter setting.

(twenty-two) banks should follow the principle of appropriateness and matching. Recommend appropriate service items according to the actual needs of customers. For a service project with a certain period or service period, it is necessary to stipulate terms such as service content, charging rules and liability for breach of contract in the business contract or service agreement with the customer, and deal with the situation that the service actually does not occur or is terminated in advance according to the principle of matching the service price with the actual content. Regularly carry out service inspection and retrospective analysis, and confirm and refund the expenses in time.

(twenty-three) the market adjusted price shall be formulated and adjusted by the head office of the bank. Branches can determine the specific service price in combination with local business strategies and market competition within the price fluctuation range and authorization range determined by the Head Office. If there are obvious regional differences and differentiated service prices need to be implemented, the branches shall apply and report to the head office for approval before publicity and implementation.

(twenty-four) banks should set clear internal service price relief authority and approval process, and strengthen the management of service price behavior of branches by standardizing service processes, optimizing system control functions and improving assessment incentives.

(twenty-five) banks should publicize service items and prices through public channels. Signs or instructions should be clear and identifiable, and the display content should be simple and intuitive, which is easy to query in business premises and other ways. It can be publicized by combining the service price catalogue with the announcement. In principle, long-term preferential measures with universality should be included in the service price catalogue. It is necessary to fully prompt the applicable object, scope, method and effective period of the preferential service price policy. Clarify the specific items and price standards of the service price package. In the transaction interface, business contract or service agreement, list service items, price standards, charging and collection methods, etc.

(twenty-six) the internal audit department of the bank should include the service price management and implementation in the audit scope to prevent the violation of service price management requirements, compulsory acceptance of services, improper interest transfer and other situations that harm the legitimate rights and interests of financial consumers. Those suspected of violating discipline shall be handed over to the discipline inspection and supervision department.

Seven, strengthen the implementation of security.

(twenty-seven) banks should unify their thinking from top to bottom, coordinate factors such as business development, economic benefits and social responsibilities, and determine the task implementation department. Strengthen internal communication and coordination, timely revise the management system, promote the improvement of service price management, and ensure that it is in place.

(twenty-eight) banks should attach great importance to the management of service prices, organize systematic training for the whole bank, carefully evaluate the implementation, and effectively solve the problems encountered in the implementation.

(twenty-nine) banks should do a good job of customer explanation through online and offline methods according to the characteristics of different customers, and create a good environment conducive to improving the price management of banking services.

(30) Policy banks, commercial banks, rural small and medium-sized banking institutions, consumer finance companies, auto finance companies, financial leasing companies and currency brokerage companies established with the approval of China Banking and Insurance Regulatory Commission and its dispatched offices according to law shall be governed by these Guiding Opinions, and branches of foreign banks shall refer to them. China Banking and Insurance Regulatory Commission and its dispatched offices shall, in accordance with the division of responsibilities, strengthen the continuous supervision of the service price behavior of the regulated institutions.

This guidance shall come into force as of May 1, 2022.

China China Banking and Insurance Regulatory Commission.

January 15, 2022

(This copy is sent to the Banking Insurance Supervision Branch and the local corporate banking financial institutions)

　　(Reporter Shen Yin) From May 10 to 12, Vice Chairman Chinese People’s Political Consultative Conference Xian Hui led a research team to Zhejiang, focusing on "giving full play to Hong Kong and Macao members ‘ Double positive effects ’ To better integrate into the overall situation of serving the country’s development. Huang Lixin, Chairman of the Provincial Political Consultative Conference, accompanied the investigation and attended the symposium.

　　Xian Hui fully affirmed Zhejiang’s achievements in giving full play to the "double positive role" of Hong Kong and Macao members. She said that the Supreme Leader General Secretary put forward a series of original new ideas, new ideas and new strategies for "one country, two systems" and Hong Kong and Macao work, which provided fundamental guidance for the work of the CPPCC in the new era. It is necessary to achieve new promotion in ideological and political guidance, closely combine with theme education, comprehensively study and implement Socialism with Chinese characteristics Thought of the Supreme Leader in the new era and the spirit of the 20th Party Congress, and constantly enhance political identity, ideological identity, theoretical identity and emotional identity. In order to show new achievements in the overall situation of the service center, Hong Kong and Macao members should give full play to their advantages and perform their duties diligently, make concerted efforts to promote Chinese-style modernization, and widely gather the wisdom of building a strong country and national rejuvenation. It is necessary to achieve new results in deepening unity and friendship, continue to carry out return visits and exchange activities, and let more Hong Kong and Macao compatriots come to the Mainland to innovate and start businesses. It is necessary to show new responsibilities in supporting young people in Hong Kong and Macao, strengthen education and guidance, implement support policies, create a good environment, and help young people grow up healthily with heart and affection.

　　After introducing the economic and social development of our province and the relevant situation of the CPPCC, Huang Lixin said that Zhejiang is an open province, which is closely related to Hong Kong and Macao, with similar humanities and economic integration. In recent years, the provincial CPPCC has actively played the "double positive role" of Hong Kong and Macao members, focused on "centripetal force" and strengthened ideological and political guidance; Draw a big "concentric circle" to unite and fellowship to build consensus; Be a "caring person" and improve the ability of Hong Kong and Macao members to perform their duties; Set up a "heart-to-heart bridge" to promote Hong Kong and Macao to better integrate into the overall situation of national development. We will thoroughly study and implement the spirit of the important exposition of the Supreme Leader General Secretary on Hong Kong and Macao work, take the investigation in Chinese People’s Political Consultative Conference as an opportunity, in accordance with the deployment requirements of the provincial party committee, and combine the theme education to strengthen the strength of patriotism, love for hometown, love for Hong Kong and love for Macao, better stimulate the resource advantages of Hong Kong and Macao members, promote the deepening of exchanges and cooperation between Zhejiang, Hong Kong and Macao, and make greater contributions to promoting the practice of "one country, two systems" and Chinese modernization.

　　At the meeting, the relevant departments of the province introduced the relevant work, and representatives of the province, Hong Kong and Macao members of the CPPCC, Hong Kong and Macao enterprises and students spoke.

　　The research team went to Hangzhou and Jiaxing, and went deep into Hong Kong and Macao Committee enterprises, Hong Kong and Macao youth entrepreneurship incubation bases and talent service centers for on-the-spot investigation.

Original xiaonan　

Friends who are often interested in doing research ask us what we should pay attention to when we first learn to do research, how to identify and test information, etc.

In the past eight years, my companions and I have led thousands of young people to carry out a lot of research in 21 countries around the world to understand all aspects of local sustainable development: animal protection, gender equality, education equity …

In this process, we have accumulated some suggestions for everyone who wants to learn how to do research projects, and share them with you today.

Remembering them may help you learn to do research topics, and may also help you understand the world more comprehensively and objectively through research, more accurately answer questions in your heart-at least, you will no longer be surprised by the "reversal" of a news.

All the information may be wrong,

Including what we once believed in ourselves

We once saw a report on a Chinese website saying that "Kenyan slum women need to exchange sexual intercourse for sanitary napkins". However, when we actually went to the slums of Kenya to carry out research, we found that this was completely a rumor.

This situation is very common in research.

Therefore, in the face of any information you first saw and heard (including what this article is talking about), don’t think that "this is correct." Instead, remind yourself that this information may be "wrong".

This kind of "mistake" may be intentional forgery, may be unintentional, or, as Rashomon tells us, it may be true from one angle and false from another.

Let’s go back to the example of sanitary napkins. The Chinese website may say this because it is more eye-catching (intentional fraud), because it has listened to the wrong information of others (unintentional), or because this phenomenon does exist in some people in individual slums in Kenya, even though we have not investigated it (Rashomon).

▲ Zhongnan House has conducted research projects in slums in Kenya | Source: Zhongnan House

Realizing the existence of false information and prejudice, putting down one’s preconceived ideas, and absorbing and analyzing different information with the most open mind are prerequisites for doing research.

Otherwise, you will only see what you want to see and investigate the conclusions you want to investigate. In this case, there is no need to do research.

Don’t jump to conclusions and make judgments so quickly.

Research needs a certain amount of information as the basis. If the amount of information is insufficient, it is difficult for us to fully understand a thing, and it is even more likely that we don’t realize that the information we are exposed to is wrong.

For example, we once conducted mining industry research in Tanzania. The first three "experts" we interviewed all vowed to tell us that Tanzania has a large number of exploitable copper mines, and it is cost-effective to do copper business here.

However, more research after that completely overturned our previous findings.

Therefore, hold yourself back and don’t jump to conclusions.

If you haven’t contacted more than 10 different information sources about the same thing, and haven’t heard more than 2 different opinions about the same thing, please don’t end your research and make a hasty judgment.

It is better to say "I haven’t done enough research, I don’t know", and don’t let the wrong conclusion occupy our hearts and blind our eyes.

▲ source: veer

Pay attention to the credibility of information sources

In the ocean of information, if we want to get objective information as much as possible, we must learn to examine the source of information.

We once interviewed a reporter in Brazil, and this reporter told us a lot about the Amazon rainforest. However, after talking for 2 hours, we found that he had never been to the Amazon rainforest at all. What he said is nothing but hearsay.

Later, we met someone who knew this reporter. He smiled and told us that what this reporter said was never reliable.

Anyone can tell you how good or bad a restaurant is, but:

Whether this person is a frequent visitor to this restaurant, a guest who has only been there once, or has never been to this restaurant will affect the credibility of this evaluation;

This person is the owner, employee of this restaurant, or the boss of a competitor, which will affect the credibility of this evaluation;

This person usually speaks very rigorously and professionally, or this person often talks boastfully, which will also affect the credibility of this evaluation.

When you see the information at ordinary times, pay attention to what platform it is published: a think tank, a professional media or a self-media

In addition to the platform, pay attention to the author of the information itself: what is the professional background of this author? Does he/she really understand the topic he/she is talking about?

A food blogger, telling you about medicine, is it credible? A person who can’t speak English, is it credible to talk to you about international relations?

▲ Source: Network

Pay attention to tracing the source of information in information

After seeing a message, you should get used to tracing the source of the message.

We once saw a Chinese newspaper saying from the media that something was reported in the Kenyan media, and we will call it ABC for the time being.

However, when we went to see the Kenyan media ourselves, we found that people were talking about XYZ. That Chinese from the media has distorted people’s original words.

This kind of thing will happen in life, for example, a person tells you that someone is a person who only knows to eat, drink and have fun all day. Look at his/her circle of friends, and it is full of food and travel all day.

When you look at this person’s circle of friends yourself, you find that: Yes, there are a lot of food and travel contents, but in fact, the most content in this person’s circle of friends is about the academic conferences he attended, the books he read and the homework he wrote.

When someone tells you about someone and a place, you can certainly refer to it, but don’t forget to see this person and this place for yourself.

▲ Source: Network

Pay attention to cross-validation of information

For the same information, cross-validation should be done from different angles.

In fact, this is what China said in the old saying, "Listening to all things makes you understand".

Comparing the descriptions of the same thing from different information sources, we may find some factual errors.

For example, we once interviewed Chinese, who lives in Kenya. Some people told us that it is legal to hunt and eat antelopes in Kenya, while others told us that it is illegal.

When we compare this information, we find that the current laws in Kenya clearly prohibit hunting and eating wild animals such as antelopes.

We further found that some people say that it is legal to eat antelope in Kenya because there used to be restaurants in Kenya that could legally eat antelope-and that was many years ago, and that kind of legal eating was conditional.

The person who said this actually didn’t pay much attention to this topic, just told us his cognition according to his previous impression.

There are indeed some African countries where antelopes can be legally eaten, such as South Africa and Namibia. However, Kenya is not the case.

▲ Zhongnanwu Kenya Anti-poaching Research Site | Source: Zhongnanwu

In this case, you will distinguish between "right" and "wrong"

Sometimes, comparing different information sources can’t make you get simple "right" and "wrong", you just realize that one thing has its complexity.

Think about the examples in life. Some people say that this person is hardworking, while others say that this person is lazy. What they both said may be true, just from different angles.

Conclusion: After learning to investigate,

You may get into more confusion—

congratulations

In fact, after learning to investigate, we can easily become more confused.

Because we will find that the world is complicated, and there is not only one truth as Conan said.

We may also fall into anxiety, because we find that there are a lot of false information or misleading information in our information ocean, and we may fall into prejudice at any time.

▲ Source: Network

If you have such symptoms, congratulations, you have started to have something called "information literacy". You will no longer be trapped by the flood of information, but have the ability to examine and use information.

Don’t worry, it’s normal.

Think about the process of seeking knowledge—

In the first stage, we knew nothing; In the second stage, we feel that we know everything; In the third stage, we find that we really don’t know anything.

Being in the second stage may be simpler and happier. However, we still want to go to the third stage, right?

After all, people should be thinking reeds.

Original title: "Learn to investigate, starting with these five things"

The video number began to ride the wind of live e-commerce and entered the e-commerce field. Obviously, the video number has achieved good results in the field of live e-commerce. However, there are still many aspects to be considered in the development of video number. What will be its future development? Let’s look at the author’s analysis.

Since the beginning of this year, benchmark cases of video numbers have emerged one after another: Langzi, a high-end clothing brand whose GMV has increased by about 6 times year-on-year, Alice Clothing Alice, a women’s clothing brand whose GMV was as high as 55 million yuan in February, only laid out the video number this year, and the monthly GMV was stable at tens of millions in Yunnan Yiyao tea industry … ..

In addition, the data of WeChat open class shows that last year, the overall live broadcast sales of video numbers increased by more than 8 times year-on-year, which can be described as a rainbow under the wind.

Moreover, less than half a year ago, the video number was also designated as "the hope of the whole factory" by Ma Huateng, Chairman of Tencent’s Board of Directors. Subsequently, Liu Chiping, president of Tencent, also mentioned that the video number is gradually cutting into the field of live e-commerce through live broadcast, "there is a lot of space here".

However, Wu Cong (a pseudonym), a senior e-commerce practitioner, is not in a hurry to catch up. He has "two faces" to the video number. On the one hand, he thinks that mature brands deserve the All in video number, but on the other hand, his newly-started perfume brand has chosen to "stay put" and stick to the traditional e-commerce position.

Everything should start with the ecological characteristics of the video number. "The core attribute of the video number is the private domain, and the public domain traffic is small. It’s like, you opened your store in an office building instead of a busy road, a small brand that no one knows about, how many people can go to the office building to find you? After all, different brands are suitable for doing different things at different stages. "

At the same time, according to his observation, among the active businesses in the live broadcast circle around him, although about 60% of the businesses are doing video numbers. However, among them, only 10% of the merchants may have the ideal transaction volume, and more of them just "occupy the pit" and did not spend much energy on operation.

"In fact, the learning cost of video number is quite high, and the ecology is different from other platforms, so the gameplay naturally needs to be re-explored," Wu Cong said.

So, what is the difference between the video number ecology? What opportunities can merchants meet here? What challenges do you face? What do those who have made money do? With these questions, Caijing Story chatted with a number of e-commerce practitioners.

One of the main players of the video number is the mature brand in Wu Congkou.

For example, clothing brands Langzi, Li Ning, Gloria, beauty brands Nature Hall, Winona, Mystery of Sea Blue, jewelry brand Zhou Dasheng, etc., all started the normal live broadcast operation on the video number.

At the same time, brand merchants are also highly valued by the platform, and the platform will tilt the traffic for them.

From April to May this year, WeChat released and upgraded the "Incentive Plan for Brand Merchants with Video Number", giving multiple rights and interests incentives to qualified brand merchants, including rewarding traffic coupons, reducing a certain percentage of technical service fees, and promoting priority participation channels.

Some brand businesses have made initial growth in the video number.

For example, the high-end clothing brand Langzi, during June 18 this year, its video number GMV reached more than 12 million, exceeding the target by 20%.

"Since the normalized daily broadcast began in October last year, the GMV contributed by video numbers has grown rapidly, accounting for a small proportion of the overall online GMV". The person in charge of Langzi’s new retail told Caijing Story.

Another example is hippocampus, a photography brand. On June 18th this year, its video number GMV was originally set at 6 million, but the actual results far exceeded expectations. After the first live broadcast sales exceeded expectations by 200%, the closing night sales directly exceeded 10 million.

Brand merchants have advantages in making video numbers. The core factor is that mature brands have enough user awareness, and often have completed the original private domain accumulation, which can more easily incite the ecological value of video numbers and WeChat.

At present, WeChat has connected the video number with other public and private domain contacts such as WeChat official account, applet, enterprise WeChat, circle of friends, search and search, and can link to the video number on private domain contacts such as WeChat official account, applet and enterprise WeChat. At the same time, when the video number is broadcast live, it can also guide users to pay attention to corporate WeChat and precipitate it into the private domain.

This means that brand merchants can start live broadcast based on their own private domain.

Both Langzi and Haima have observed that most customers in their live broadcast rooms come from private domain broadcast reminders, and the proportion of private domain transactions is higher than that of other platforms such as Jikuai.

The accumulation of private domain was not built in a day.

Two or three years ago, Langzi began to encourage store shopping guides to introduce customers into corporate WeChat, and now it has become a normal operation. At the same time, its WeChat official account and short videos have been outputting content that highlights the tonality of the brand, and have accumulated many followers. These private domain assets help it trot in the video number.

However, private domain is an efficient path for Nuggets video number, but it is not the only path.

In addition to brand merchants, some small and medium-sized merchants without private domain foundation "have a unique way" and rely on the natural flow dividend of the new platform to lay a solid foundation. These traders include white-brand merchants, individuals or teams with sources of goods.

Lin Shen, the video number e-commerce trader, is one of them. In April of this year, Lin Shen made a sunscreen clothing category in the video number. Instead of making short videos, he only relied on the live broadcast to naturally stream the number. In one month, he achieved the classification of the video number sunscreen clothing, and the GMV of the highest day reached 100,000 yuan.

The core of this model is to choose the corresponding seasonal explosives+preemptive admission, without considering the long-term operating value of private domain, and paying more attention to attracting new traffic with "explosives".

"At the end of the day, what you eat is the free traffic bonus of the video number," Lin Shen said frankly. "It is very difficult for you to go to Tik Tok to play like this now, because free traffic is hard to get. The video number at this stage is like Tik Tok around 2021. The live broadcast has just started, and many people still don’t know how to do it. In another year or two, this opportunity may be less on the video number. "

Lin Shen relies on natural flow to be "small and broad", while others are even more "fierce" and rely on paid investment to incite the commercial traffic dividend of video numbers.

This is the case with Yunnan Yiyao Tea Industry, which just entered the video number this year and completed the cold start with the mode of "paid streaming+live broadcast". At present, the monthly GMV of its video number is stable at tens of millions.

According to Tencent’s advertising public information, the peak ROI of Yiyao tea industry can reach 1:5, and the comprehensive investment of single live advertising is about 200,000 yuan, which can produce GMV of about 1 million yuan.

Not only kiln tea industry, according to Gong Haihan, CEO of video number digital marketing and industrial service provider BaiZhun, in the first half of this year, many tea merchants made money by relying on similar models.

The core factor is that the target customers of tea have a certain fit with the people with video numbers. According to QuestMobile《2022 cmnet Annual Report, users of video numbers after 60 s and 70 s account for 28.2%, that is, people over 50 years old account for about one third. The users of Yiyao tea industry are concentrated around 45-50 years old, and even users over 65 years old.

QuestMobile

In addition, the incoming people are not so crowded, and the traffic dividend is still there, so the ROI of investment flow will have a chance to reach a higher level.

According to Gong Haihan’s observation, in April and May this year, when more tea merchants flocked to copy this model, the competition became fierce and the bidding cost became higher, resulting in the gross profit margin of some tea merchants reduced from 70%-80% in February and March to 40%-50%. "But even so, the gross profit margin is still high."

It can be seen that whether it is a brand business that relies on private domain cold start or a small and medium-sized business that relies on traffic bonus to make a situation, it all cuts the characteristics of video number. The former is an inherent ecological attribute with sustainability, while the latter is a dividend at a specific stage with a window period.

Compared with the characteristics of traffic bonus with window period, the video number is more worthy of exploring its inherent ecological attributes, which is its core competitiveness in competing with the ecology such as Shakuai Taotao.

The consensus of many e-commerce practitioners is that public-private domain linkage is the biggest differentiation advantage of video number, and the key benefit for businesses is that they can do long-term brand management based on this.

On the one hand, the strong private domain attribute of video number provides merchants with the grip of stock users.

A senior IP operator believes that platforms such as Tik Tok are doing public domain traffic business, and the initiative of traffic is in the hands of platforms. Merchants should constantly obtain new traffic from it, then quickly realize it, and then use the money earned to obtain new traffic, and so on.

In the video number, businesses can accumulate their own user assets, and link WeChat official account, corporate WeChat and other contacts to manage the entire life cycle of users, such as encouraging users to buy again and call back lost users.

The hippocampus has a good understanding of this, and its positioning of the video number is to make an old customer repurchase. Hippocampus divides users into four grades, from low to high: fresh people, enthusiasts, insiders and artists, which will continue to guide users to upgrade through the operation methods such as video number live broadcast room welfare.

This has also brought it a higher repurchase rate and customer unit price than other platforms. Some users have even repurchased the hippocampus video number for 6 ~ 7 times, and the customer unit price of the video number users is also higher than that of other platforms by about 50 yuan.

The same is true for Langzi, whose video number is mainly for customers to buy again, while the positioning of platforms such as Tik Tok is for innovation. Because the old customers in private domain know and trust the brand, the repurchase rate of video number users is higher than other platforms, but the return rate is lower than other platforms, and the customer unit price is also considerable. "The main seller can’t sell regular-priced goods at less than 10% off the tag price". The person in charge of Langzi’s new retail told Caijing Story.

The essence of the improvement of this series of indicators is to reduce costs and increase efficiency.

"The cost of maintaining old customers is always lower than that of acquiring new customers. In the past, reaching old customers was very passive, so we could only send a text message. Now the whole e-commerce tool of WeChat is mature, which can activate transformation, then pull new products and repurchase them, forming a virtuous circle, which reduces the cost of brand acquisition in disguise," Wu Cong said.

According to the White Paper on Insight into the Growth of Mobile Application Operation in 2022 released by iResearch, in 2021, the per capita customer acquisition cost of domestic head Internet companies has reached 572 yuan, 8.5 times that of seven years ago-the public domain customer acquisition cost continues to rise, which makes the video signal with strong private domain characteristics extremely irreplaceable.

According to Gong Haihan’s observation: At this stage, many businesses can get positive feedback of profits on video numbers, but in Tik Tok, except for super-head businesses, it is basically difficult to get a balance between GMV and profits. "After all, a large part of the profits made in Tik Tok will be converted into high traffic purchase fees."

On the other hand, video number also has public domain traffic, and it has great potential. After all, behind it is WeChat, which has more than 1.3 billion monthly activities, representing almost all Internet users in China.

At this stage, the video number provides two important graspers to help merchants to incite public domain traffic:

1. First, leverage the public domain with the private domain. Video number has introduced a 1:1 public domain traffic subsidy, that is, every time a merchant guides a private domain user into the live broadcast room, the platform encourages at least one public domain user to the merchant;
2. Secondly, relying on WeChat’s unique acquaintance social relationship recommendation, more public domain users can be reached.

The person in charge of Langzi’s new retail has a lot of experience in this regard: "Traditional marketing channels, such as online e-commerce and offline stores, all have certain communication barriers, but relying on WeChat’s social relationship link, brands can break this marketing boundary and realize the spread and destruction in different social circles."

Yiyao tea industry has had relevant practice. Under the guidance of anchor and after-sales, the live broadcast traffic brought by its users in the circle of friends can reach 30% of the total traffic.

As a result, a virtuous circle of "private domain incites public domain-public domain is transformed and precipitated into private domain-then incites public domain" is established.

Baizhun "2023 VideoNo. Business Ecological Development Report"

In addition, the video number is also suitable for an important position for brand promotion.

For example, hippocampus thinks that compared with other platforms, users with video numbers have more patience to calm down and read, watch and listen, and hippocampus will also rely on video numbers to tell brand stories and member stories, so as to draw closer emotional links with users.

The person in charge of Langzi’s new retail also said: The video number has a long board in the promotion of large-scale brands and the creation and dissemination of grass-growing content. On the basis of WeChat official account’s graphic and other forms, it complements the effectiveness of brand integrated marketing and can transmit the brand value for a long time, which is an unparalleled advantage of other short video platforms.

Based on the above characteristics, the brand can do long-term business in the video number, not just short-term business.

Coins always have two sides, and the differentiated characteristics of video numbers "complete" businesses, but also bring certain challenges.

For novices, it is not easy to find out the gameplay of video number public-private domain linkage. How to get through the multi-flow contacts of WeChat ecology? How to do user life cycle management? How to maintain a quality community? The test is the comprehensive operational capability.

"The difficulty of making a video number is superimposed. Shooting a video+doing a live broadcast+maintaining a group consumes only a lot more energy than other platforms. Take the community as an example. It is not easy for people to talk, praise and buy things in the live broadcast room every day. It is not just to send a notice or a coupon, "Wu Cong lamented.

In addition, the video number continues the "weak operation" style of WeChat, and almost no official operation activities are seen. There is no full reduction and full gift, and there is no subsidy of 10 billion yuan. This is hard to say right or wrong, but it is a challenge for businesses. Without the baton of the platform, I don’t know how to work hard.

The official attitude is not to disturb, the tools are given to you, and how to use the initiative is in your own hands. Wu Cong said.

This determines that making a video number is a slow process of "accumulating food and slowly claiming the king", which requires patience.

Gong Haihan quite agrees with this. "The learning difficulty of video number is higher than that of other platforms. It takes at least six months to one year from entry to maturity." According to his observation, many brands have spent 20% of their budget on video numbers this year, not to sell many goods in the short term, but to find a feel as soon as possible.

In addition, the video number is now in the climbing stage of content and commercialization, and the basic systems such as data tags are not as mature as other short video platforms, which will affect the accuracy of public domain traffic distribution and commercialization.

For example, according to national business daily, it is reported that after trying to stream video signals, the hippocampus found that the user conversion rate brought by streaming is less than 10%, so it is better to shake the pitch.

Due to the consideration of user experience, the opening of video number to public domain traffic is bound to exercise restraint, which leads to the fact that although video number has a certain public domain traffic dividend, the total scale is still small, and it is impossible for merchants to "buy money" to rush GMV.

This can also be felt from the gap between the overall GMV of video number and other platforms.

According to Tech Planet, GMV, a live e-commerce company with video number, was estimated to be between 40 billion and 50 billion last year. According to the estimate of "Dianshubao", a large database of e-commerce of NetEconomy, Social Security, during the same period, the GMV of Tik Tok e-commerce live broadcast was 1.5 trillion yuan, that of Aauto Quicker e-commerce live broadcast was 900 billion yuan, and that of Taobao live broadcast was 770 billion yuan.

The GMV of the video number live e-commerce does not match the size of its users. According to the data released by Quest Mobile, as of June 2022, the number of monthly users of video number has exceeded 800 million, which is comparable to that of Jikuai. In the same period, the number of monthly users in Tik Tok was 680 million. According to the financial report, in the first quarter of 2023, the average monthly active users in Aauto Quicker were 654 million; However, on the live GMV with goods, there is still a long way to go between the video number and the fast shake.

At the same time, some infrastructures that can help businesses to operate finely also need to be improved.

For example, the hippocampus said: I hope that the video number live broadcast room can add small details such as the recommendation of the hot list, and the platform can help to make live star recommendations and help brands expand their marketing; Langzi hopes that the live broadcast diagnosis function will be added in the background of the video number to improve the live broadcast operation effect; A head sportswear brand revealed that it hoped that the review speed of the video shop would be accelerated to improve the flexibility of the operation such as changing the price of the live broadcast room. "Sometimes it takes several days for a commodity to be put on the shelves for review, and the operational efficiency is not high enough."

Of course, it is foreseeable that the optimization of these details is only a matter of time. Lin Shen feels that the optimization speed of video number is very fast this year, and many rigid requirements are basically completed, such as the transportation insurance function of video number shop launched in June.

Caution in rhythm is also the active choice of video number. Liu Chiping once said: E-commerce with live video number should be "step by step".

Generally speaking, the advantages of the video number are very bright, and the challenges brought to the merchants are also very clear. The temptation and challenges are all there. Do you want to do it?

Gong Haijun’s suggestion is, "Because the WeChat behind the video number can’t be ignored, the video number can be sold, and it can also be used for brand promotion. Giving up the video number is equivalent to giving up the window to communicate with users." Wu Cong suggested: "It’s not bad to wait until the brand development stage and category attributes are evaluated first."

In this regard, perhaps everyone has their own answer.

1905 movie network news Produced by Huang Baiming, directed by Lin Delu, and starring Louis Koo, Chilam and Li Xinyue, the crime action film exposes a group of beautiful stills, which once again explains the theme of money and desire in the film. The film tells the story of Lu Zhilian (Louis Koo) and Liu Baoqiang (Chilam) investigating corruption and money laundering cases respectively. With the deepening of the investigation, they find that the two cases are inextricably linked. Li Xinyue plays Leng Yan beauty Zhao Meixin as a clue to money laundering, and fights with Lu Zhilian and Liu Baoqiang to achieve her goal.

　

Leng Yan beauty Li Xinyue challenges to play the beauty villain

In the stills, Li Xinyue looks sexy and beautiful in appearance, but in fact, she is strong in heart. She uses steel wrist to outsmart Louis Koo and Chilam for money laundering, which is the clue of the whole film. Li Xinyue, who appeared for the first time, wore a deep V-red dress, showing off sexy and charming curves, and her gestures were full of amorous feelings. Her eyes and expressions are fascinating, and netizens shouted: "This is a picture that makes the audience feel unfinished." The other one is cool, capable, handsome and sharp with a gun, which is in stark contrast to the original glamorous shape. This is her first challenge to play a female role, and she has experienced many gun battles and action scenes. In the set tidbits exposed before, she made a move and a style crisp and neat, showing good strength, which greatly praised the producer Huang Baiming.

It’s the first time to cooperate with the Hong Kong crew. In order to get into the shooting state quickly, Li Xinyue can finally communicate fluently with the crew by learning Cantonese by himself. What’s more worth mentioning is that in order to shoot a good gun battle scene, "Desperate Three Mothers" Li Xinyue began to prepare at three o’clock in the morning for several days, and started shooting at six o’clock, which was finally perfectly presented.

　

Controversy continues. Li Xinyue is dedicated to his role and is not afraid of bad words

From the gold digger Zhang Baobao in the hit drama "in the name of people" to the femme fatale Zhao Meixin in "Anti-Corruption Storm 3", the roles played by Li Xinyue are all controversial, and she also has her own set of theories about the role selection. Li Xinyue admits that when choosing roles, she will check the script layer by layer, and the first choice she values is — — Don’t repeat past roles, but pursue your own acting breakthrough. In the face of the audience’s bad comments on the role, Li Xinyue said that he didn’t care about these controversial remarks, because the audience’s abuse of the role and the discussion on the Internet also proved that the role he created was successful.

It is reported that the film "Anti-Corruption Storm 3" will meet the national audience on September 14th.

　　How to choose a career is a realistic problem faced by young people in the graduation job-hunting season. Whether you should care about your salary in your first job will always be a topic that everyone enjoys discussing.

　　It is not difficult to find that experienced seniors in the workplace often warn young people not to care so much about wages when looking for a job. Young people have no bargaining power at all, but they should pay more attention to what they can learn from their first job. But many young people don’t agree with this view. Work is to survive. How can we not value wages?

　　From the standpoint of both sides, both views have their rationality. For people who have come to the workplace, especially workers who have entered a mature stage in their career development, they often look at problems from a macro perspective — — The whole process of workplace development. Mature professionals will generally go through the laws and processes of initial stage, growth stage and maturity stage of their career development. Freshmen college graduates are like a blank sheet of paper, with little work experience, so naturally they have no "qualification" to talk about prices.

　　In fact, judging whether the first salary is more or less is just like a steelyard. Only by determining the "fixed star" can we really measure it.

　　For young people, most of them look at problems from the immediate interests and micro-perspectives. Every young man who goes to work, the first thing he faces is the problem of survival. When entering the society, there is no savings, and the immediate salary is often equal to the rent and basic living expenses. Except for those young people with relatively good family conditions, how can they not struggle with their own "cash-strapped"?

　　Whether you have career experience or not also means the difference between looking backward and looking forward, which will bring different feelings of certainty and uncertainty. Most mature workers have experienced years of hard work in the workplace, so it is easy to look back at their past life experiences, so as to see clearly the track of their progress and have a clearer understanding of their own abilities. Career development has entered a relatively stable and mature stage, which brings more certainty. When young people just enter the workplace, there are still some unknowns about what job is really suitable for them and how long a job can last. The road ahead still faces a lot of confusion and uncertainty.

　　Undeniably, the earnest admonitions of the predecessors in the workplace imply an expectation for young people, so we might as well look farther, and even have a moral requirement of "being down to earth". However, young people’s thoughts are also diverse. Those who agree with this value will naturally resonate, while young people who don’t think so will have a feeling of "standing and talking is easy".

　　In fact, separating "salary" from the specific job-hunting context, conducting isolated discussions, and even subjectively persuading young people not to care about salary when looking for a job undoubtedly has a certain preset position and one-sidedness. On the one hand, most young people who choose jobs are rational people, and money is certainly a very important indicator. Many people choose jobs not only by looking at this unique indicator, but also by comprehensively considering the cost performance and personal development prospects of a job. On the other hand, the pricing of a job is related to factors such as industry, enterprise and specific post, and it can give a higher price, and its enterprise threshold and post requirements will not be too low. As the saying goes, you can’t do porcelain work without Jin Gangzuan, and there are screening conditions for high-paying jobs. Not all young people can easily do it, and personal abilities and job requirements must match each other.

　　In addition, some young people attach great importance to wages, which may have something to do with the current ecological environment of some industries where "pay and return are disproportionate". Everyone hopes that their value can be recognized. However, the management and culture of many enterprises lack human care, "selling cabbage with money and selling white powder", overtime without overtime pay, and the 996 working system have become the norm in some industries. In this case, many internal expectations of young people are out of reach, so they can only turn to the core indicator of "money" to make up for those reluctant efforts by raising their wages.

　　In the final analysis, from the perspective of young people, there is certainly no only answer to how important the salary of the first job is. Everyone has his own understanding of work, and the specific situation in which everyone lives is also very different. Although young people who have just graduated have no bargaining power, it does not mean that they have no right to choose. It is understandable to make self-interested trade-offs and decisions for the sake of maximizing personal interests. Moreover, each young person’s ability is different. There are also "gifted teenagers" with an annual salary of one million yuan in this society. Although they are only a very small group, they don’t need to be simply defined by the so-called experience of their predecessors.

　　Of course, for many graduates, staying on campus for a long time and lacking practical knowledge of society does not rule out that some young people lack self-knowledge and overestimate their abilities. However, ungrounded and blind self-confidence can’t stand the torture of time and reality after all, and practice will eventually give everyone a more vivid lesson. We should know that the work situation and choice opportunities that everyone faces are dynamic, and how strong their own abilities are can only be proved by accepting the test of reality. It takes a certain amount of time to accumulate. Young people will gradually understand and position themselves through a period of "trial and error", and everyone will have to bear a responsibility for their own choices, even pay a certain cost or price.

　　Paul Hu (Ph.D., Nanjing Normal University) Source: China Youth Daily.

1905 movie network news On March 18, local time, in new york, USA, the film "The Great Eleanor" was filmed in the Apple Store and directed.Scarlett JohanssonStarringJune SquibbShow up. My widowed sister appeared in military green overalls, with a low ball head and a mask to cover her face.

As early as 2009, Scarlett Johansson tried to pick up the guide tube and filmed a short film "A whore". The filming of The Great Eleanor is her first challenge to direct a feature film. The film tells the story of 90-year-old Eleanor Morgenstein who left Florida after her friend died and went to new york to try to rebuild her life.

As for the actors, in addition to june squibb who appeared on the set, Chevat Echofor, Eileen Keliman and others also joined in.