Text |Xiao Mingchao-Trend Observation

In 2023, the consumer market in China experienced the process of "gradual recovery" to "normalization return" and then "steady recovery", and consumers’ life also showed a new sense of rhythm. Colorful, simple life and stable happiness became the experience of many consumers in 2023.

What new trends will emerge in China’s consumer market in 2024? How to stimulate potential consumption? How to create a new consumption scene and stimulate new vitality of consumption? How do industries and enterprises look for new opportunities from the consumption trend?

Key words of consumption trend in 2024:

"Steady progress" and "innovation"

The research on consumption trends conducted by Zhimeng shows that consumers in China are positive and optimistic about 2024, hoping to enjoy life better, grow faster and go forward bravely; At the same time, consumers are also controlling the rhythm, trying to win steadily, moving forward steadily and further maintaining rationality. In terms of consumption expenditure, everyone will put more energy into the field of physical and mental pleasure. In addition, consumers say that they will not be downgraded for the consumption of their families, healthy consumption and self-satisfaction.

Based on the observation of China consumer market by Zhimeng Consulting in 2023, the key words of the consumption trend in 2024 are "steady progress" and "to the new". "Steady progress" represents the control and grasp of the consumption rhythm. Consumers will reset their consumption desires, less and less want to be bound by the emotions that create consumption anxiety, and hope to keep their needs awake; "To be new" means that consumers are looking for spiritual enrichment through more experience and exploration, pursuing emotional value inward and exploring self-relaxation outward, which will become a new yardstick of life.

2024

Top Ten Consumption Trends in 2024

After in-depth research, Zhimeng Consulting predicted 10 major consumption trends in 2024, namely: prudence and shrewdness, self-esteem, outward exploration, fireworks narration, minimal quality, convenience and enjoyment, essence and health preservation, value reconstruction, youth experience and sustainable brand.

Trend one: prudence and shrewdness

Consumers who return to normal become more rational and calm, re-examine the meaning of consumption, re-evaluate what is important to them, be more cautious and smart in consumption decision-making, and constantly construct a new philosophy of happiness to ensure that consumption can get more valuable enjoyment. Consumers are no longer blindly impulsive in shopping, and they are no longer eager for quick results. The criterion of high cost performance is no longer limited to "low price", but attaches importance to practicality.

At the same time, more and more consumers are hoarding less goods, buying only what is necessary, or even buying less and buying fine products, but it will take a long time. Consumers will be more cautious before shopping, search and compare through multiple platforms, read comments and ratings in detail, and conduct full investigation and comparison in order to pursue the certainty of consumption and seek a sense of security in life.

Prudence and shrewdness are particularly obvious among young people. The popularity of topics among young people, from 9.9 yuan of coffee to 10 yuan for a meal, shows that young people are also mastering the right to consume and moving towards "human sobriety". Frugality is not stingy, but a new philosophy and dignity of life.

Under the consumption trend of prudence and shrewdness, products with "extreme parity" and "high quality parity" will always be favored by consumers. For example, Decathlon, which was born in France in 1976 and entered the China market in 2003, grew rapidly in China in 2023. Its popularity lies in its extremely low price and high-quality products that can meet the whole sports scene, which meets the more rational consumption needs of consumers.

"High-quality replacement" products will also usher in opportunities, and can be used as a basis to complete the continuous advancement of the brand. For example, the cosmetics market used to be dominated by international brands. However, the domestic brand Polaiya has completed the replacement of big brands with the road of scientific and technological innovation based on the concept of "scientific formula", relatively close to the people’s price and successful core big single product strategy. Now, the customer unit price has been raised from about 100 yuan to above 200 yuan, and it is jumping from the public to the middle and high-end market.

In the face of more rational and prudent consumers, the market will de-bubble and enter the stage of removing the false from the true. Brands need to point to the real demand of consumption, give full play to the true strength of brands, show more "worth feeling", and provide consumers with a more tested quality-price ratio, a more appropriate and meticulous service experience and a more scrutinized brand value.

Trend 2: please yourself in spirit.

Dopamine wearing, Maillard wearing, electronic wooden fish, city walk, looking for a partner, incense in temples, "queuing stations" in lottery shops, and crazy literature in the workplace …………………………………………………………………………………………………………..

Zhimeng’s survey of consumption trends in China in 2024 shows that 64% of consumers pay more attention to spiritual consumption, and young consumers pay more attention to spiritual consumption. From the three dimensions of emotional concentration, cultural nourishment and self-enrichment, consumers begin to create a world of spiritual satisfaction for themselves. For example, if a product wants to bring pleasure to consumers, it is very important to have emotional incentives, new experiences, face value and culture in addition to the easy use of product functions.

In the consumption survey in 2023, Zhimeng found that gold jewelry sold very well. Why is it hot? In the past, young people were not interested in gold. However, in 2023, Zhimeng investigated many gold jewelry stores, and found that more than 60% of their products were bought after 1990s and 1990s. They wanted to save Jin Doudou, and even bought gold as a commodity that could not only soothe the present mood, but also "save" for the future. Therefore, many brands are also launching a variety of cross-border design products. For example, Mengjinyuan, which has accumulated after nearly 30 years of precipitation, captures the emotional scenes of young people by creating national fashion products such as master craftsman series, and even shouts slogans such as "purity is higher, love you more than 100 million points" and "5.9 billion pure gold in Mengjinyuan represents pure love", attracting consumers through cute designs, such as gold shovels and other designs, and resonating with consumers emotionally.

In 2024, there will be more spiritual self-pleasing consumption. In order to seize this trend, brands and enterprises can meet consumers’ spiritual self-pleasing needs and seize the emotional consumption track from three perspectives: providing emotional value, adding cultural significance and bringing interesting experience.

Trend three explores outward.

In today’s fast-paced, high-pressure society, finding an effective way to decompress has become the focus of people’s attention. Going for an outing once is not only to explore yourself, but also to meet the needs of feeling the world. In the sports mode, being close to nature, traveling lightly, relaxing and letting the outdoors become the most preferred way for consumers with its characteristics of natural healing, challenging yourself, expanding social interaction and slowing down the pace.

Zhimeng’s research on China’s consumption trend in 2024 shows that 65.3% of consumers will go out more frequently in 2023, and outdoor shows a trend of developing from the small crowd to the public.

Consumers seek for themselves internally, and get close to nature externally. Through a short escape, they seek purity and stretch in Shan Ye, feel the healing of nature, and ignore the outdoors. Cycling, camping, hiking and mountain climbing have become new lifestyles for consumers.

Outdoor sports not only show a trend from the small crowd to the public, but also have more diverse forms and degrees. From the outdoor form, it is exciting or peaceful, or going up the mountain or into the sea, or warm or cold … Consumers can choose different outdoor sports according to their physical fitness and preferences, and hiking, cycling, hiking, mountaineering and camping are the most popular among consumers. To some extent, light outdoor, professional outdoor and extreme sports have different degrees of fun. In order to go out better, consumers should have more professional equipment, which has brought the growth of the whole outdoor sports track. sun-protective clothing, jackets and hiking shoes, including quick-drying sports shoes and bicycles, have all become professional equipment subdivision tracks.

For example, Jiaoxia opened the market with a sun-protective clothing, and took advantage of the outdoor craze to upgrade from a hard sunscreen brand on the main line to a "lightweight outdoor" lifestyle brand, conforming to the trend of outward exploration. Similarly, camel has become an outdoor standard for young people with a jacket printed with camel patterns. Adhering to the brand concept of "exploring nature and self", camel inspires young people to pursue their dreams and goals, bravely face difficulties and challenges, and discover their potential and value.

Consumers like outdoor, which can promote the development of outdoor, because it meets various needs such as health, spirit, social challenges, healing, etc. Therefore, it can be said that outward is inward, outward exploration, and finally points to inward spiritual needs.

Trend 4 Fireworks Narration

Since 2023, one of the most important keywords, tourism, will definitely rank among them. Going out to have a look has become the pursuit of more consumers in the recovery of consumption. Most consumers said that they have increased their travel consumption in the past year and plan to increase their travel expenses in the coming year.

But why do you want to travel today? Nearly half of consumers think that relaxing in travel is an important way to release stress, and "the purpose of traveling is better than the destination". This sentence has a profound meaning, and consumers are rethinking why they want to travel. Mountains, rivers and rivers are no longer the only reason to attract tourism, because what everyone pursues is a sense of relaxation in tourism. We should discover the local culture, fireworks and slow down to truly experience the humanistic atmosphere of the city. Consumers are more obvious about the "experiential pursuit of new fireworks" and are more willing to pay for the content that can constitute my special experience in life, the urban fireworks with cultural connotations and the real present quality of returning to life.

In addition to being keen on cultural tourism, most consumers also like to avoid people’s flow and travel backwards, go to a small city to seek peace and relaxation, stay away from the hustle and bustle of the city and feel more unknown surprises; At the same time, consumers are increasingly favoring the immersive in-depth experience tour with fireworks and feeling the "new pyrotechnicism" of the city.

The new firework doctrine, which preserves the cultural heritage and the smell of fireworks, meets the diverse needs of consumers, so it has also become a new password for urban traffic. Whether it is the hot "going to Zi for roasting" in 2023, or the topics and events such as BA and Cun Chao in Guizhou, which have exploded, it has opened up a new perspective for urban fireworks narrative.

Under the trend of "fireworks narration", cities should form an exclusive attraction with fireworks, make urban cultural tourism content and theme, empower cultural tourism with IP value, create new urban fields and create new scenes with fireworks as the extension; At the same time, brands can also absorb nutrients from urban culture, extract characteristic elements, and integrate them with products, thus creating new products, excavating new scenes, telling new stories and presenting brand texture. For example, Netease Travel put forward the concept of "content travel, start together". Based on Netease’s content ability, it tells the story of a small town with "good scenery", "good taste" and "good humanity" through the mode of creating content such as land, music, IP and communication. Netease Travel provides a new solution for the travel industry in the era of "fireworks narration" with co-creation and companionship.

Trend 5: Quality to Micro

Consumers’ demand for quality life is endless. Today, with the upgrading of "quality", people are committed to seeking more efficient and professional products to solve the small pain points in life. Therefore, under the circumstance that it seems that all consumers’ needs have been met, there are still deeper pain points. Consumers are looking forward to a new texture for their daily life, as well as the refinement and specialization of their life procedures at every moment, and there are always new market opportunities to find and excavate more subtle consumer needs, create new product meaning spaces, and focus on more finely divided and subdivided tracks.

Today, we see many product scenes. For example, everyone expects that the washing machines are getting finer and finer. Many people have more than one washing machine at home, and many washing machines are needed. Today, the use of a household paper, the same points more and more fine, from toilet paper to kitchen paper, there are more scene classification, and even a daily necessities will be classified for different members of the family. Therefore, the needs of consumers in more delicate daily life scenes have become an important entry point for new categories and new brands to create markets.

In many small scene categories of quality life, many new trend brands have emerged. For example, Deyou only spent more than a year, from focusing on the strategic positioning of "improving the clean and comfortable wet toilet paper" to launching a brand-new slogan of "All people who love cleanliness are using Deyou", to choosing Focus Ladder Media as the core position of communication under the brand line, and quickly penetrated Deyou’s brand image into the mainstream consumers’ minds, becoming an undisputed industry leader and leading the city mainstream people in the time window of leading the brand cognition vacuum in the wet toilet paper market.

In the field of fierce competition, we can still win the market through innovation with minimal quality. For example, there is a phenomenon called "ID.3" in the car circle in 2023, which is a pure electric vehicle under SAIC Volkswagen, and has established the position of joint venture brand new energy sales crown. The key to the breakthrough is that ID.3 not only has the product strength with minimal quality, but also makes full efforts in matrix communication system, self-owned IP ID.man creation and cross-border marketing, so as to truly reach customers and firmly grasp the consumption trend.

No matter how the consumption cycle rotates, consumers’ yearning for and pursuit of a better life has never changed. The consumer market with more professional and personalized demand is also pushing the brand to be refined and specialized. In the future, we believe that the more sophisticated the category, the more opportunities there may be.

Trend six is convenient and enjoyable.

With the acceleration of the pace of life and the convenience brought by technological progress, people’s demand for quick experience and instant enjoyment is constantly emerging, and more and more attention is paid to the consumption value and experience of "unit time". "Delayed satisfaction" has become a past tense, and "I want what I want now" is no longer a slogan, but the normal state of consumption, and this kind of enjoyment of the moment and instant enjoyment has become a key element of self-pleasure. Whether it’s just a trip or an immediate purchase order, Zhimeng’s 2024 China consumption trend survey shows that 73% of consumers think that "instant enjoyment" can bring them a happy mood.

In the fast-paced era, consumers are more pursuing the satisfaction of the present moment. Behind consumers’ demand for convenient life and instant experience, the driving force comes from consumers’ emphasis on efficiency and the reconstruction of time value. In the fast-paced life, 68% consumers want to buy it immediately when they consume, and they are also willing to pay for time-saving products and services; In addition, more than half of consumers hope that after the new product comes out, they can enjoy it first, conveniently and immediately without going out, which has become the pursuit for consumers to enjoy a richer consumption experience.

Consumers’ demand for convenience and enjoyment has also inspired a new retail model-instant retail, which meets the demand for fragmentation through the service model of "store delivery and delivery in half an hour at the earliest", so that the customer experience has been extended in multiple scenes and has become a new growth engine of the retail industry.

According to the report of the Institute of International Trade and Economic Cooperation of the Ministry of Commerce, the scale of China’s instant retail market has reached 504.286 billion yuan in 2022, and it is expected to reach 2,508.265 billion yuan in 2026. With the continuous improvement of the scale and efficiency of the instant delivery system, consumers have gradually formed an instant and enjoyable lifestyle from emergency consumption to instant satisfaction, from "take-away food delivery" to "giving everything away".

Convenience and enjoyment are also further promoting the evolution of "instant commerce". For example, Pot Circle Food Exchange, which was listed at the end of 2023, provides a fourth solution for ordinary people to "eat at home", takes root in the community, standardizes unlimited ingredients through the central kitchen, and screens out "delicious but not expensive" three meals a day. Seven years of commercial exploration ran out of the scale of 10,000 stores, allowing consumers to get more reunions with less cooking time.

In order to make time more valuable, consumers also use all kinds of smart devices to liberate time, make time more meaningful and upgrade their quality of life. Intelligent interactive scenes and products such as voice assistants, smart homes, wearable smart devices, robots (such as sweeping robots) and AI tools have also become the choices of more and more consumers.

For example, X3, a popular hardware product in Iflytek, iFLYTEK Smart Office, has been integrated with the iFLYTEK Spark cognitive model for the first time, and has the ability of open question and answer and multiple rounds of dialogue. It can complete a speech of about 800 words in 20 seconds, which can greatly reduce the work pressure of users, so that everyone can really enjoy the bonus of artificial intelligence and meet the demand for convenience and enjoyment.

Consumers pay more attention to the happiness and satisfaction of the present moment, rather than waiting for or planning a certain result in the future. Products and services that are fast, convenient, intelligent and immediately enjoyed are the sharp weapon for consumers to get a leisurely and slow life in a fast era.

Trend seven essence health

After experiencing a series of public health problems, consumers are increasingly concerned about their own health. Health is no longer "just talking", but moving towards "integration of knowledge and practice". Consumers are actively seeking various health preservation methods to maintain and improve their health level.

Zhimeng’s survey of consumption trends in China in 2024 shows that in 2023, 62.2% of consumers are more concerned about health. From cervical vertebra and lumbar vertebra to sleep, mood, blood pressure, blood sugar and blood lipid to body, hair and respiratory system, consumers pay more attention to health, and the ways of health care also show diversified characteristics, such as adjusting their work and rest habits, eating health care products, exercising, soaking feet before going to bed, drinking health tea, etc. Every generation of consumers has their own "health care book".

What do consumers think is health? Five items of fancy health care were released: going to bed early and getting up early, eating targeted health care products, exercising, soaking feet in hot water before going to bed, and drinking health tea, which also gave birth to a new trend of Chinese health care. Among the hot topics in 2023, "crispy young people" became a hot word, meaning "people who are young but have many problems", which reflected their anxiety and desire for a healthy body, making the heat of health care content continue to rise, and more and more young people joined the Chinese health care army. Soak Lycium barbarum in the left hand, ginseng tea in the right hand, eight brocade in the morning, and massage before going to bed. The consciousness and concept of TCM health care are also constantly infiltrating and popular. Health care tea, health care meals, health care hot pot, and even today’s baked cakes all have health care functions, and many "new Chinese health care" products are constantly emerging.

For example, Tongrentang Health Pharmaceutical Co., Ltd. established the brand "Know Your Health" as a sub-brand of the new retail transformation business in 2018, aiming at exploring the younger healthy consumer market and actively exploring the health in the new retail scene of great health.Kang ShengLifestyle. Taiji Huoxiang Zhengqi oral liquid has achieved the best growth performance in history by repositioning it as a "medicine for removing summer heat and dampness". Dong ‘e Ejiao co-branded Naixue tea, which made a cup of "Ejiao milk tea" strong, and launched Dong ‘e Ejiao powder, a "healthy little gold bar", which can be carried around independently, so that Ejiao can also be easily brewed as tea and coffee, which has become a typical case to meet the essence of health care.

The trend of "quintessential health care" has greatly expanded the boundaries of health, broken the boundaries between fast-moving consumer goods and healthy products, matched consumers’ concept of quintessential health care, and brought consumers a sense of freshness and experience.

Trend 8 value reconstruction

Buying a sense of worth, new meaning and new connotation is the consumer’s pursuit of the perceived value of products, which will also lead to the value reconstruction of products and brands. The more brands that want to lead the trend and create a high premium, the more they should think about how to create a better "consumer sense" for consumers.

Today’s products should define three major markets. Which track should we choose? It is a cost-effective mass parity market; Or create a new experience, a new quality, a price-to-heart market, or a luxury-to-price market that satisfies the sense of scarcity and exclusivity? We must find new value in every market.

The reconstruction of brand value focuses on the improvement of soft power. In the past, it was said that the hard power of products came from functional value, cost performance, selling point and use value. However, brand premium always comes from the promotion of soft power, which is emotional value and experience value.

For example, in the past two years, the popularity of old domestic products has greatly boosted consumers’ cognition and consumption of old national brands, and consumers’ loyalty to national brands has increased year by year. Time-honored brands such as Bee Flower and Vitality 28 have all broken through, and brands and products have made a "rejuvenation" posture in response to new consumer markets and crowds, so as to attract more consumers to reconstruct their value cognition of brands, instead of staying at the inherent traditional cognitive level.

Whether in the market for young people or at the high-end breakthrough level, many brands have made their own way through value breakthrough innovation. For example, Huawei Mate60pro’s new appearance this year is equipped with a new technology of satellite calling function, which brings unprecedented experience to consumers and makes people shine. Haier Zhijia’s high-end brand in casarte focuses on users’ needs, draws a new blueprint for intelligent life, and upholds the core concept of "home art" to create more "consumer value experience" for consumers. When the Z generation becomes the protagonist of social retail consumer goods, Haier Zhijia Leader brand defines the weather vane of "young household appliances" with all-round "cultivating value remodeling", making young people the protagonist of the family.

In what direction will the value upgrade of China brand go in the future? We think that in the future, how to better apply China culture and China aesthetics, how to specialize and go global, and how to apply scientific and technological innovation to enhance hard power are opportunities for value reconstruction.

Value reconstruction is the key means for brands to break the bottleneck of development and break through innovation. We should strive to meet the needs of the market and consumers, continuously improve the perceived value of products, get rid of homogenization, differentiate brands from products, enhance competitive strength, stabilize market share, and make brands achieve a qualitative leap at home and abroad.

Trend nine, no age experience.

With the increase of the elderly population in China, the silver-haired economy will bring new opportunities. However, the elderly need the service of caring for the elderly, and they should enjoy the silver age and maintain their vitality with the people of different ages. Therefore, the essence of the aging transformation is to create the experience of "no age". China’s silver-haired business body will experience the evolution from "exploring the needs of the elderly" to "serving the needs of the elderly" and then "creating a" sense of youth "consumption experience without distinguishing the elderly consumers separately.

From 2013 to 2022, the proportion of elderly people in China has increased from 9.7% in 2013 to 14.9% in 2022, and the number of elderly people in China will reach 209.78 million in 2022. In the next 10 years, the average age of China’s population and the proportion of the elderly population will also increase rapidly, and the elderly population in China will increase rapidly. According to the United Nations classification standard on aging, China has entered a moderately aging society.

In the future, the market for the elderly will be the "new elderly" market. The people are mainly from the post-60s and post-70s, full of vigor and vitality, and most of them are the generation of "post-80s" and "post-90s" parents. Their needs are developmental and enjoyable. They want to enjoy themselves and compensate themselves. They want to have fun, learn and do things in their old age. Therefore, they prefer to have a sense of age. Therefore, it may become more and more important to adapt to the trend of the elderly, whether to do aging transformation, to do accurate segmentation for the elderly or to do inexperienced experience.

For example, Wrigley and Yue’s barrier-free health bathroom space is a bathroom space specially built by Wrigley Home for the elderly and people with mobility difficulties. It provides specific quality solutions for different use needs and scenarios such as washroom, toilet area and bathing area. For example, the series of Ganmai milk powder for middle-aged and elderly people launched by Danone starts from the aspects of intestinal health and multi-nutrition, aiming at nutritional intervention from the early stage of aging to help healthy aging; In Ya ‘an, Sichuan, there is a So Young nursing home jointly operated by a group of post-90s and post-00s, which has gained popularity with the business philosophy of "providing for the aged and defining the state". Here, the age is blurred between the post-90 s and the post-00 s and the elderly.

Today, we have lived in an ageless society, and everyone should pursue the ageless experience, which may be the key for us to think about the future elderly market.

Trend 10 Sustainable Brand

From putting forward the goal of "double carbon" to publishing the peak carbon dioxide emissions Action Plan before 2030 and other heavy documents, the pace of promoting green transformation in China is accelerating. Under the guidance of energy conservation, emission reduction and sustainable development, various industries have shifted their development strategic focus to the direction of green and sustainable development, seeking new economic growth points.

Zhimeng’s survey of China’s consumption trends in 2024 shows that consumers have a high degree of awareness of the concepts related to environmental protection and low carbon, and most consumers have a certain understanding of the concepts related to environmental protection and low carbon, such as "low carbon life", "double carbon goal" and "climate change". More and more consumers will use their own actions to practice practical and reliable actions to reduce carbon and low carbon, such as actively sorting garbage, reusing articles, choosing energy-saving appliances and reducing the use of disposable goods.

Consumers’ awareness of green environmental protection and sustainable development is constantly improving, which also makes consumers gradually change their previous consumption patterns and practice more streamlined and moderate consumption patterns in response to their own support for "carbon reduction" and low-carbon behavior.

Consumers are also paying more and more attention to green, low-carbon and sustainable products and brands. The survey shows that most consumers are more inclined to buy other products of the brand because the products are green or sustainable. Consumers judge whether a product is "green" or "sustainable" on the basis of health and safety, whether to use renewable and recycled materials, whether to save natural resources, environmental protection and whether to use energy resources efficiently.

Consumers pay more attention to the concept of sustainable development and social responsibility, and more and more consumers pay more attention to the ESG performance of enterprises. Consumers pay more and more attention to the practical actions taken by enterprises in environmental protection and sustainability, and enterprises that practice the ESG concept will gain more attention and goodwill from consumers.

Many enterprises have taken the lead in implementing sustainability to the level of consumer perception, for example, McDonald’s, which is loved by the public. By extending the concept of green sustainability to every aspect of interaction with consumers, consumers are encouraged to embrace a green lifestyle. Since 2018, McDonald’s China’s first LEED certification (pioneer in energy and environmental design) green building authority certification "Green Restaurant" has settled in xiong’an new area. In five years, McDonald’s China has built more than 2,500 green restaurants, setting a green carbon reduction benchmark for the catering industry. At present, 95% of McDonald’s new stores in China are LEED certified green restaurants. At the same time, McDonald’s China also built the first "zero-carbon restaurant" in China at the drive-through restaurant in Shougang Park of McDonald’s in Beijing. The green restaurant is not only a space for consumers to enjoy McDonald’s delicious food, but also a platform to experience green and embrace a low-carbon lifestyle.

With the society’s increasing attention to sustainable development and eco-environment, ESG will occupy an increasingly important position in the process of corporate social role and value creation. Whether using sustainable materials or calling for sustainable consumption, enterprises should not only spend energy on promoting the implementation of ESG, but also formulate green brand strategies, establish green supply chains, optimize product design and production, and truly connect sustainability with everyone.

　　CCTV News:Recently, during routine patrol, the horseback police of Xilin Gol Border Management Detachment in Inner Mongolia found a suspected shell exposed on the surface. After detailed investigation and excavation by the police, 186 pieces of various ammunition were dug up. After expert appraisal, this batch of ammunition was left over from World War II.

　　After professional equipment investigation, the shells of the shells excavated have been rusted and corroded, but some fuzes are well preserved, and the firing device has not been removed, so it is easy to be detonated. After the experts from the Inner Mongolia Public Security Department rushed to the scene, they carried out safety assessment and comprehensive judgment, and set up four working groups with the local public security bureau and the border management brigade: vigilance, exploration, excavation and destruction. After carpet exploration and unarmed excavation by the police, 186 pieces of 4 kinds of ammunition were seized.

　　According to expert analysis, the shells of these shells have rusted and corroded, but the outline is clearly visible, and the serial numbers on some shells can be clearly distinguished. The ammunition was identified as military ammunition made in the Soviet Union. On October 20th, 186 pieces of ammunition were safely destroyed by the police by detonation.

　　According to the police of the Border Management Brigade, 190 shells left over from World War II were found around the area in 2011. This time, 186 pieces of ammunition were successfully destroyed, which eliminated the hidden dangers of explosives in border areas and provided a good safety environment for people’s production and life. The police reminded the masses that if similar dangerous objects are found, please call the rescue number in time and never touch them without authorization to avoid danger.

1905 movie network news Recently, the TV series Xiao Min Jia, directed and starring, was officially scheduled to start broadcasting on December 11th.

In Xiaomin’s Home, Zhou Xun plays Liu Xiaomin. After middle-aged divorce, he lives alone in Beijing, and faces the difficulties from life together with his similarly divorced lover Chen Zhuo (Huang Lei). Through the different understanding of love of three generations, the whole story is connected in series, and all kinds of contradictions are constantly resolved with the power of love, and a new family belonging to Xiaomin is established.

In the play, from an interesting conversation between Liu Xiaomin and Chen Zhuo, the emotions of three generations are collided in a relaxed and warm overall atmosphere. "In this life, people should be brave once while they are still alive", which shows that Xiao Min still pursues the life he wants with a new mentality when he is not confused. Not defined by marriage, warm people around you with love and companionship.

In the newly released poster of "Warm Life", the sunshine sets off a quiet and soft atmosphere, and with a hug, it shows the middle-aged people’s commitment to each other’s responsibilities and their healing to each other.

Recently, the word "Huawei" is like a gold-lettered signboard. However, if it has something to do with Huawei, the traffic and heat will remain high. Huawei is not only far ahead in the mobile phone industry, but also a company that claims to be determined not to build cars, and it has caused a storm in the automobile industry.

From the cooperation between Huawei and Changan Automobile at the end of November to the listing jointly created by Huawei and Chery, Huawei’s "friend circle" in the automobile industry has been growing. Huawei, which doesn’t build cars, but helps car companies build and sell good cars, has a good reputation, but what about the sales of car companies that cooperate with it?

l Three Cooperation Models of Huawei

Before talking about sales volume, Qingdong wants to talk about three modes of cooperation between Huawei and car companies. Before that, Qingdong was also in the "Intelligent Selection Mode, Huawei’s" Camouflage Armor "? There is a slight mention in the article.

Huawei has three cooperation modes in the field of smart cars. The first mode of cooperation is that Huawei only provides parts to car companies in need as suppliers. There are many such cooperative car companies, and there are already more than 100 cooperative models, so we will not introduce the sales volume.

The second cooperation mode is Huawei Inside(HI) mode, which is jointly developed by Huawei and car companies, and Huawei provides system solutions. The most classic cases are BAIC Extreme Fox and Aouita, which are also two of them that we will introduce today.

The third mode is HarmonyOS Zhixing mode (the original smart car selection), which is the mode with the highest content of China, the deepest binding between Huawei and car companies, and the most feared "loss of soul" of car companies. Under this model, Huawei will participate in and lead the R&D and production of the whole vehicle, and also take the initiative in marketing and sales channels. Car companies have almost no right to speak. Huawei does not make cars in name, but it is no different from making cars. Among them, the cooperation between Huawei and Cyrus and the intellectual community with Chery are typical examples.

Today, Qingdong will compare the sales of these four brands, namely, Extreme Fox, Aouita, Wenjie and Zhijie, and see which cooperation mode has higher sales of car companies.

l Polar Fox and Aouita in HI Mode

Extreme Fox Automobile is a brand owned by BAIC New Energy. In fact, the sales volume in the first half of this year has not been enough, but fortunately, the sales volume in the last two or three months has begun to show an upward positive trend.

According to the data, the sales volume of polar fox in November this year was 3,849 vehicles, up 196% year-on-year and 23.88% quarter-on-quarter, which is a good phenomenon. From January to November this year, Polar Fox delivered a total of 21,500 new cars. Although it started to climb the slope as a whole, this achievement was really not outstanding. The sales in 11 months were not equal to the sales in one month of Ai ‘an.

However, the new medium-sized SUV Alfa T5 under Polar Fox officially opened for pre-sale, with a starting price of only 155,800 yuan. I hope that the subsequent launch of Alfa T5 will inject fresh blood into Polar Fox again, and make Polar Fox sell by going up one flight of stairs like a koala.

Aouita was born with a golden spoon in his mouth, backed by three giants: Changan, Huawei and Contemporary Amperex Technology Co., Limited. Currently, it is only available for sale, of which Aouita 12 has just been on the market for one month and has not yet been delivered.

According to official data, in November this year, Aouita delivered 4,080 units, and Aouita delivered more than 20,000 units at the 12th National Congress. From the data point of view, the popularity of Aouita 12 is obviously higher than that of Aouita 11. When Aouita 11 came out, its sales volume was not a blockbuster. I hope Aouita 12 can keep this momentum and sing all the way.

l Questioning and Intellectualization in the Mode of HarmonyOS’s Wisdom and Behavior

As the "pro-son" of Huawei, the sales volume of the industry earlier was not worth seeing. However, since the launch of the new M7 in September, the sales volume of the new M7 in the world has remained high, and the new M7 in the world has been listed for more than 60,000 units a month, which has directly "returned to life".

In November this year, the sales volume of cars in the world was 18,800, surpassing Zero Run and Weilai, ranking fourth in the sales list of new forces. Among them, the sales volume of the new M7 in Wenjie was 15,200 vehicles, which exceeded 10,000 vehicles for two consecutive months. It is an out-and-out dark horse.

And then, what Yu Chengdong called "the best SUV in 10 million" is also expected to be listed on December 20th, and the popularity is also very strong. Ask the M9 positioning large SUV, the pre-sale price is between 500,000 and 600,000 yuan, which is divided into pure electric version and extended range version. You can look forward to the listing price.

Finally, Huawei and Chery cooperated with Zhijie brand, and only one Zhijie S7 was on sale, which was only listed on November 13th this year. The listing time was very short, but the order volume has exceeded 10,000 vehicles, and it will be delivered.

Zhijie S7 is positioned as a medium and large pure electric SUV, and the price range is 249,800-349,800. This positioning and price can hardly help people to compare Aouita 12, who is also a child of Huawei. The price range of Aouita 12 is 300,800-400,800, and the pricing of the two is overlapping, which will definitely lead to infighting in the future.

If it were you with a budget of 300,000 yuan, would you choose Zhijie S7 or Aouita 12? Welcome to leave a message in the comments section.

l Qingdong review

From the data, it is not difficult to see that it is no exaggeration to describe the sales performance of Huawei’s HarmonyOS Zhixing model and the HI model. Although facing the danger of "the soul is not free", this sales volume is really good.

Judging from the previous actions of the listing of the intellectual community S7 and the cooperation between Changan and Huawei, Cyrus has already fallen into the "abandoned" public opinion storm. As Huawei continues to expand its "circle of friends", there will only be more and more models with high Chinese content in the future. At that time, it will be inevitable to stage a drama of "harem vying for favor".

The following article comes from urban planning, and the author clicks on attention >

Urban planning.

Urban Planning, founded in 1977, is a sci-tech periodical sponsored by urban planning society of china. It is a national Chinese core periodical, a China science and technology core periodical, a China humanities and social sciences core periodical, a top 100 science and technology periodical, and a top-quality science and technology periodical.

This article is reproduced from urban planning (ID: chengshiguihuazazhi).

Text | Gao Shengqing Liu Hua Gu Yuxi Liu Mingmin Wang Xinning

Traffic evaluation is an important basic work to support the formulation of traffic plan. Under the background of the publication of "Guidelines for the Compilation of Municipal Land and Space Master Plan", traffic evaluation is faced with new requirements of "planning zoning" and new challenges of how to reflect the role of "feedback leading" in traffic. Studying the interactive relationship between traffic and land spatial zoning, determining the dominant traffic demand mode of different land spatial zoning, and establishing technical methods including qualitative collaboration, quantitative collaboration, weight determination and collaborative evaluation are helpful to implement the planning zoning idea and give play to the leading role of traffic support.

1 research origin

Planning zoning has become one of the ideas that traffic planning needs to follow. The Guide to the Compilation of Municipal Land and Space Master Plan puts forward the concept of planning zoning and requires "defining the development goal and zoning strategy of comprehensive transportation system". This requires, in the traffic evaluation, on the one hand, to continue the past "evaluation" including public transport, roads, tracks, slow travel, etc., to support the traffic development goals and scheme formulation; On the other hand, we should also follow the idea of planning zoning, carry out "area evaluation" between transportation and different land spatial zoning, study the interactive relationship between transportation and space, industry, land use, etc., make clear the dominant transportation demand modes of different spatial zoning, and give priority to meeting them, so as to implement the requirements of "comprehensive carrying capacity" and support the formulation of zoning strategies and schemes.

The feedback and leading role of traffic in cities should be further improved. The formulation and evaluation of traffic schemes are mostly based on the overall urban planning and regulatory detailed planning, which reflects the supporting role of traffic to the city, but also reflects that traffic is in a passive state from the side, and it is difficult to effectively guide and feedback the land use classification and industrial functions of the city. The Guide also proposes to carry out research on the impact of transportation system and information technology on regional spatial development and countermeasures, optimize the structure and layout of construction land, and promote the integrated development of people, cities, production and transportation. This requires the collaborative evaluation of transportation and land space, the establishment of the interactive relationship between transportation and land space, and the formation of a two-way adjustment mechanism. When the existing dominant mode of transportation (speed or capacity) in the national spatial division lags behind the dominant mode of transportation it needs, the transportation facilities should be improved or the function and development intensity of the space industry should be reduced; When the existing dominant mode of transportation in the national land spatial division is ahead of the dominant mode of transportation it needs, the spatial function should be improved and the industrial upgrading should be promoted.

▲ Table | Collaborative Evaluation of Transportation and Land Space

2 technical requirements for collaborative evaluation

Continuity: Collaborative evaluation is a supplement to the existing traffic evaluation methods, and the existing mature urban traffic models should be fully utilized in the evaluation process.

Relevance: Collaborative evaluation is based on the corresponding relationship between traffic, zoning space and industrial function, which fully reflects the requirements of different zoning spaces for leading traffic modes and the priority of traffic response.

Comprehensive: Collaborative evaluation is not an evaluation that reflects a single traffic index, but a comprehensive evaluation that includes multiple leading traffic mode indicators. In the evaluation process, the corresponding weights are different according to the different importance of leading modes of transportation.

Feedback: Collaborative evaluation not only effectively reflects whether the scheme meets the needs of national land, space and industrial functions, but also can effectively identify the spillover effect of traffic on the city, reflecting the feedback leading role of traffic on industrial functions and spatial development.

3 technical methods of collaborative evaluation

The technical methods of collaborative evaluation include qualitative collaboration, quantitative collaboration, weight determination and collaborative evaluation.

▲ Figure | Traffic and Land Spatial Collaborative Evaluation Method Process

3.1 Qualitative synergy

By combing the urban development process, analyzing big data and studying the data of residents’ trip survey, we fully consider the requirements of industry for land use, industry for transportation and people for transportation, and summarize the corresponding relationships between different industrial spaces and external transportation (ports, railways, highways, airports, etc.) and urban transportation (tracks, conventional public transportation, cars, walking and bicycles, etc.), and establish the land spatial division, dominant transportation mode and land use nature.

3.2 Quantitative synergy

Combined with the national economic and social development planning, municipal land space planning, etc., this paper studies the target cities and related norms and standards at home and abroad, puts forward the composition and target value of leading transportation mode indicators, and establishes the cooperative relationship between land space division and transportation quantity. In the process of research, we should fully consider the differences in location and development stages of the same type of zoning and reasonably determine the target value.

3.3 Weight Determination

Through entropy method, expert scoring method, etc., the weight values of several leading traffic indicators in different land spatial divisions are comprehensively judged.

3.4 Collaborative evaluation

With the help of urban traffic model, the status quo value of leading traffic indicators in different land spatial divisions is calculated by taking traffic districts as a unit, and compared with the target value of leading traffic indicators determined by quantitative collaboration, combined with the weight ratio, the degree of collaboration between traffic and different land spatial divisions is summarized to complete the collaborative evaluation.

4 the practical application of collaborative evaluation

4.1 Guangzhou traffic and land space qualitative synergy

Based on Guangzhou’s urban development history, traffic survey data and big data, from the perspective of traffic support leading industrial development and fully serving people’s travel, combined with the Classification of National Economy Industries, Guidelines for the Compilation of Municipal Land Space Master Plan and Guidelines for the Classification of Land Use for Land Space Survey, Planning and Use Control, the qualitative correspondence between Guangzhou’s traffic and land space is established, and agricultural production, industrial production, logistics and warehousing, productive services and non-public services are formed. Under the scale of traffic community, using ArcGIS and traffic model software, Guangzhou is divided into nine types of land space.

▲ Table |

▲ Figure | Spatial distribution of Guangzhou’s current national territory

4.2 Guangzhou traffic and land space quantitative collaboration

When making strategic plans for urban development, land space planning and transportation development, Guangzhou mostly targets Beijing, Shanghai, Hongkong, new york, London, Tokyo, Singapore and other global central cities. By studying the leading traffic indicators of these cities’ land space, combined with Guangzhou’s own urban characteristics and relevant domestic and foreign norms, the target values of leading traffic indicators of different land space divisions are determined.

▲ Table | Leading traffic indicators of Guangzhou’s land space

4.3 Guangzhou traffic and land space collaborative evaluation

With the help of Guangzhou urban traffic model, this paper calculates the status quo value of leading traffic mode indicators in different land and space divisions, and compares it with the target value of leading traffic indicators determined above (the differences of target values in different regions and different development stages should be fully considered), and carries out collaborative evaluation with weights, so as to obtain the results of collaborative evaluation of traffic and space in Guangzhou and the results of collaborative evaluation of different types of spaces.

▲ Figure | Guangzhou Traffic and Space Collaborative Evaluation Results

▲ Figure | Results of collaborative evaluation of productive service space

▲ Figure | Results of collaborative evaluation of residential and living space

▲ Figure | Non-public space collaborative evaluation results

▲ Figure | The results of public welfare spatial collaborative evaluation

5 Conclusion

The technical method of collaborative evaluation of transportation and land space under the idea of zoning is the continuation of "double evaluation" put forward in "Several Opinions of the Central Committee of the Communist Party of China and the State Council on Establishing Land Space Planning System and Supervising its Implementation", the implementation of the idea of "planning zoning" put forward in "Guidelines for the Compilation of Municipal Land Space Master Plan", and an innovative exploration on how to construct a transportation planning method suitable for land zoning space.

The original intention of this paper is not to ask cities to carry out standardized and unified traffic planning and design, but to try to embody the role of "supporting, feedback and leading traffic" at the operational level. Based on the collaborative evaluation of the correspondence between traffic and national space, on the one hand, from the perspective of national space, it identifies the problems existing in the leading mode, layout scheme, scale and capacity of traffic, emphasizes the priority response to the leading traffic demand, and gives full play to the supporting role of traffic; On the other hand, from the perspective of transportation, it also identifies the problems existing in the functional orientation, land use classification, industrial direction, etc., promotes its optimization and adjustment, and gives play to the leading role of transportation feedback. The collaborative evaluation of several leading traffic indicators is a complement to the current evaluation methods of roads, buses and tracks, and also fully reflects the requirements of "comprehensive carrying capacity".

Written by Gao Shengqing and Wang Xinning

Original introduction:

The method and application of collaborative evaluation of transportation and land space —— Taking Guangzhou as an example was published in Urban Planning, No.9, 2021, pp. 35-45.

Gao Shengqing, master, chief engineer, senior engineer, and author of this article, is the traffic office of China City and Small Town Reform and Development Center.

Liu Hua, master, engineer of China City and Small Town Reform and Development Center.

Gu Yuxin, master, senior engineer of Guangzhou Transportation Planning and Research Institute.

Liu Mingmin, bachelor, senior engineer of Guangzhou Transportation Planning and Research Institute.

Wang Xinning, master, engineer of China City and Small Town Reform and Development Center.

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Original title: Gao Shengqing, Liu Hua, et al.: Method and application of collaborative evaluation of transportation and land space —— Taking Guangzhou as an example.

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Asian International Film Festival "Tribute to Wang Xiaoshuai" Unit

1905 movie network news On February 6th, local time, the 24th Festival International Desciné mas d ‘ASIE ended grandly in the eastern French city of Ousule. Wang Xiaoshuai, director of China, was invited as the chairman of the jury of the film festival, and was awarded the lifetime achievement award of the film festival — — Golden Circle Award of Honor.

It is worth mentioning that in order to pay tribute to director Wang Xiaoshuai’s efforts to record contemporary China with images over the past twenty years, the film festival specially planned a screening session with the theme of "Salute to Wang Xiaoshuai", and for the first time, all its feature films were sorted out and screened. As the oldest Asian film festival in Europe, this screening unit attracted audiences from France, Switzerland and other countries, and it was packed.

Wang Xiaoshuai won the Lifetime Achievement Award of the Asian Film Festival — — Golden circle award of honor

Wang Xiaoshuai won the lifetime achievement award and won international recognition again.

Founded in 1995, Vosule Asia International Film Festival in France was held between Rotterdam International Film Festival in the Netherlands and Berlin International Film Festival. It is the only film festival in Europe that specializes in introducing Asian films. There are not only China directors such as Hou Xiaoxian, Zhang Yimou and Jia Zhangke, but also many well-known Asian directors such as South Korean director Jin Jide, Iraqi director Abbas Fahdel and Japanese director Kiyoshi Kurosawa who have shown here and won prizes. Film excerpts involve countries from the Middle East to the Far East, covering the whole Asian continent geographically, which has played an extremely important role in promoting Asian film culture, and its awards are a direct affirmation of the recognition of Asian films and directors in Europe. Wu Tianming, a well-known director in China, also won the lifetime achievement award of this film festival.

Wang Xiaoshuai said that he should persist in creating films with social responsibility.

At this year’s Wosule Asian Film Festival, China director Wang Chao, Iranian director Ebrahim Mokhtari and Japanese director Morigaki Yukihiro will all participate in the selection of competition units. As the chairman of the jury, Wang Xiaoshuai is sincerely pleased with the authenticity and diversity of Asian films.

In addition, Wang Xiaoshuai, who won the Lifetime Achievement Award of this film festival, explained his creative idea as a director: "From the first work to today, following the pulse of China society, it is my consistent creative idea to insist on creating films that reflect our life and times and have social responsibility."　

The exhibition of Wang Xiaoshuai’s whole works has attracted much attention, and his creative ideas are consistent.

The screening session of "Tribute to Wang Xiaoshuai" in this film festival shows 12 important works of Wang Xiaoshuai’s past directorial career, including works such as,,, and so on. This is also the first exhibition of director Wang Xiaoshuai’s works in the world, which has attracted strong attention from the live media and audience. The French media commented: "Wosule Asian International Film Festival … … Introduce works like archives that can record the characteristics of time and space by artistic means to the audience. This is a supplement to the film market dominated by mainstream commercial films and mainstream ideological films around the world, avoiding the monopoly of value orientation as much as possible, so that reflective films can get due respect in a pluralistic framework. In this sense, Wang Xiaoshuai’s films are a good example of people’s interest in the Wosule Asian Film Festival.

Director Wang Xiaoshuai and film festival organizer Mr. Therouin.

In an interview with the media behind the scenes, Director Wang Xiaoshuai said that the harvest of this film festival far exceeded expectations, which made the theater in this small European town full of more than 300 people, very surprised and moved. Referring to the new works, the new page of Wang Xiaoshuai’s film poems will also give a comprehensive perspective of contemporary China, and he wants to continue to write new images of contemporary China society and humanities through a brand-new series of works.

Previously, the film has been successfully completed. After the retrospective exhibition of the film works of this Asian International Film Festival, the film screening directed by Wang Xiaoshuai will also be launched in China one after another. And "Forever" will try from the relationship between man and space to explore the relationship between man and time. Roy, a new generation actor, also made fans and fans have more expectations for this film.

The progress of industry has actually made today’s cars more reliable, and people often pay more attention to the appearance of vehicles. Today’s car is very characteristic. Let’s take a look at its performance.

First of all, from the appearance point of view, Haval’s second-generation big dog PHEV front looks very fashionable and looks more elegant. Coupled with angular headlights, it adds a bit of refinement. The car is equipped with LED daytime running lights, automatic opening and closing, adaptive far and near light, delayed closing, etc. Come to the side of the car, the body size of the car is 4705MM*1908MM*1780MM, the car adopts fashionable and generous lines, the side of the car shows a young personality design style, with large-sized thick-walled tires, the shape is eye-catching. Looking back, the rear of the car looks more streamlined, and the taillights are very simple. Overall, it is still relatively domineering and stylish.

Come to Haval’s second-generation big dog PHEV, the interior presents a comfortable design style, which is very in line with the taste of young consumers. The steering wheel shape of the car is eye-catching, equipped with the steering wheel manual up and down + front and rear adjustment, steering wheel heating and other functions, and the feel is good. Let’s take a look at the central control. The car is equipped with a streamlined touch LCD central control screen, which makes the interior design quite layered and meets the aesthetic standards of most consumers. The interior feels good. Let’s take a look at the dashboard and seats. The dashboard of the car presents a hard-line design style and looks very elegant. The car adopts imitation leather seats, and the seats are wrapped in place, making the overall ride feel soft and comfortable.

Equipped with vehicle to everything, driving mode selection, remote control key, Bluetooth key, rear wipers, traction control (ASR/TCS, etc.) and other configurations, the configuration has reached the mainstream level of the same level.

The car’s moderate size is a very suitable choice for many families, and the interior space is enough for daily use by families. Favorite friends, act now!

　　Tourism consumption at home and abroad is being staged. According to data from the Ministry of Commerce, in 2015, China’s consumption abroad was 1.5 trillion yuan, more than half of which was spent on shopping. According to the data of the World Tourism Council, the total spending of international tourists in China in the same period was 384.6 billion yuan, only a slight increase of 2.97% compared with 2014. Data from the Ministry of Commerce also show that the service trade deficit of China in 2015 was $136.62 billion. According to industry estimates, China’s tourism deficit in 2015 is estimated to be more than 80 billion US dollars (about 500 billion yuan).

　　The "Economic Information Daily" reporter found that on the one hand, problems such as "sky-high price" cheating and low-cost group service fraud in the domestic tourism market have been repeatedly banned, which has led to the gradual formation of rejection among tourists; On the other hand, foreign tourism markets are keeping a close eye on China’s "golden owners", relaxing visa policies have been introduced one after another, and the shopping experience has been continuously improved. The growth trend of outbound travel may continue. The "tourism deficit" has begun to have a reverse effect, so it is urgent to improve the domestic tourism environment.

　　"Ice and fire are two worlds" and the "scissors difference" between domestic and foreign tourism consumption is obvious.

　　China has long been a deficit country in service trade. According to a set of data from the Ministry of Commerce, the service trade deficit of China in 2015 was US$ 136.62 billion, which was 14.6% lower than that of US$ 159.93 billion in 2014. This is the third year since 2013 that China’s service trade deficit has remained above $100 billion. Accordingly, some insiders estimate that according to the experience in 2014, since the tourism trade deficit accounts for more than 60% of the total service trade deficit, China’s tourism deficit in 2015 is estimated to be more than 80 billion US dollars (about 500 billion yuan).

　　Different from China’s long-term trade in goods in a state of trade surplus, service trade has continued its deficit trend for many years.

　　The data shows that China’s service trade has been in deficit for 21 consecutive years from 1995 to 2015. In 2014, China’s total import and export of services was US$ 604.34 billion, up by 12.6% compared with 2013, and the growth rate was much higher than the average level of global service trade of 4.7%. The service trade deficit in that year was US$ 159.93 billion. In 2015, this figure was $136.62 billion.

　　At the same time, according to the data of the World Tourism Council, in 2015, the total spending of international tourists in China was 384.6 billion yuan, a slight increase of 2.97% compared with 2014. Moreover, the number of tourists to China has dropped significantly in recent years. While tourists from China are constantly engaged in outbound travel, China’s ability to attract international tourists is far less attractive than leaving the country.

　　However, officials of the National Tourism Administration do not agree with the statement of "tourism deficit", and think that the outbound tourism expenditure and inbound tourism income are not the same statistical caliber at present, which is not comparable and cannot be simply subtracted. At present, China has not established a survey and statistics system for overseas travel expenses.

　　However, the industry pointed out that a big trend at present is that the income will gradually increase on the basis of stable employment. In 2015, China’s GDP reached 67.7 trillion yuan, nearly 11 trillion US dollars, and the per capita GDP reached about 8,000 US dollars. Some cities in the eastern coastal areas have exceeded 10,000 US dollars, even more than 15,000 US dollars. Middle-and high-income consumers are gathering, so overseas shopping is still increasing.

　　The domestic tour of "asking for money and shameless" has gradually been rejected by some tourists.

　　Following the cancellation of the 5A-level qualification of Shanhaiguan Scenic Spot in Qinhuangdao last October, two 5A-level scenic spots have been stripped of their star-rated hats recently. It is understood that the chaos in the domestic tourism market has been repeatedly banned, and there are frequent problems such as "sky-high price" and low-cost group service fraud.

　　Too many tourists complain that the industry chaos of "extremely high prices and poor service" in some local tourism markets in China has reached the point of "asking for money and being shameless".

　　According to industry insiders, the relative downturn of inbound tourism may be due to many problems in China’s domestic tourism environment, such as the phenomenon of "sky-high price" and low-cost group service fraud.

　　In March this year, when the reporter interviewed in Sanya, Hainan, a Beijing tourist said that he bought Sakyamuni in Honggang New Trade City when he was traveling in Sanya, which was called 20 yuan/Jin in bulk and 15 yuan/Jin in the whole box. He bought a whole box of 13.9 Jin at 190 yuan’s expense. However, when I opened the carton after returning home, I found that there was a thick stack of wet toilet paper at the bottom of the carton, and the net weight of Sakyamuni was only 5.5 kg. Calculated, the fruit bought by the tourist in the whole box is more expensive than that in 80 yuan.

　　The relevant person in charge of Sanya Tourism Bureau said helplessly that as a tourist city, the phenomenon of cheating customers in Sanya does exist. For this reason, Sanya has established the first tourist police in China, and vigorously rectified the chaos in the tourism market.

　　In addition to the phenomenon of high-priced cheating, low-priced group fraud also occurs from time to time. Mr. Chen and his wife and daughter traveled to Beijing to participate in a "One-day Tour of the Great Wall and the Ming Tombs" project. At that time, the publicity price was 100 yuan per person, including admission fee, transportation fee and meal fee, and lunch was a table meal with "twelve dishes and one soup".

　　However, soon after boarding the bus, Mr. Chen was asked to pay the 150 yuan cable car fee for each person. The so-called "twelve dishes and one soup" has also been reduced to "eight dishes and one soup", which is not enough for a dozen people at a table.

　　Mr. Chen also told reporters that tourists spend far more time in shops selling jade than visiting the Great Wall, and many tourists choose to pay for it because they are embarrassed.

　　In addition, every holiday, from the Forbidden City, the Great Wall, to the Terracotta Warriors and Horses, Huashan, and then to the West Lake and Putuo Mountain, there is no shortage of people, and the traffic on the expressway is congested. Coupled with the single tourist souvenirs of various scenic spots all the year round and the rising ticket prices every year, the poor travel experience has made tourists have a certain rejection of domestic tourism.

　　It is understood that there are many reasons for the stars being picked up in two 5A-level scenic spots, namely, Orange Island and Shenlongxia, such as serious potential safety hazards, poor environmental sanitation, serious deterioration of tourism service functions, and irregular management, etc., but in fact, the crux of all these reasons is that the scenic spots only pay attention to economic benefits but ignore management and services.

　　On the other hand, in addition to the above problems, "negative factors such as language barriers, visa procedures, travel expenses, air quality and inadequate tourism management have jointly restricted the development space of inbound tourism in China." Feng Rao of the Honeycomb Tourism Research Center said.

　　"More people, more money, faster coming" outbound tour aims at China’s "money bag"

　　Compared with some domestic tours that are gradually neglected, the consumption growth of Chinese’s outbound travel has made many travel agencies at home and abroad stunned. "More people, more money, come quickly," a travel agency official told the Economic Information Daily. According to the data of the Ministry of Commerce, in 2015, China’s consumption abroad was 1.5 trillion yuan, of which at least 700 billion to 800 billion yuan was spent on shopping. Middle-and high-income people spend a large proportion in overseas shopping, and they mainly buy luxury brands and high-end brands to high-quality and cost-effective consumer goods.

　　Some insiders believe that many favorable factors, such as relatively guaranteed service and relaxed visa policy, are the main reasons for the relative popularity of outbound travel. In particular, shopping tours abroad have tried their best to target the money bags of China consumers.

　　From the electrical stores in Akihabara, to Galeries Lafayette in Paris, to the tropical beaches in Bali, China tourists have become the most popular "gold owners" in many tourist attractions around the world.

　　Ms. Ye, who prefers high-end skin care products, told reporters: "Buying some well-known brands of cosmetics abroad is at least one-third or even half cheaper than domestic counters. If you catch up with discount seasons such as Christmas and Thanksgiving, the price can be more favorable. "

　　The person in charge of flight steward products told the reporter that after the new tariff policy, the duty-free quota is more relaxed, which is very attractive to people who go shopping abroad (they can enjoy the duty-free tax allowance of 3,000 yuan per person at entry and exit ports), and overseas shopping is likely to be more popular.

　　In addition to the attractiveness of overseas shopping, many factors such as the loose visa policy, the lower exchange rates of many countries and the richer routes have also led to the popularity of outbound travel.

　　The relevant person in charge of Ctrip said that, first of all, the exchange rate continues to fall, which is good for outbound consumption. Take the exchange rate between China and South Korea as an example. Since 2015, the cost of traveling and shopping to Japan and South Korea has been much lower than in previous years, and the number of Japanese tourists visiting these two countries has been on the rise. For example, in 2015, tourists who traveled to Seoul for free travel spent nearly 3,500 yuan per capita, down 12% compared with 2014; In 2015, the per capita spending on free travel to Tokyo and Osaka also decreased by 3% and 6% respectively compared with 2014.

　　"Secondly, the visa-free policy also provides convenience. For example, Jeju Island and Bali are visa-free for China tourists, and Thailand has opened its visa policy for more than half a year. As more and more countries liberalize visa conditions for China, China tourists will have more choices for outbound travel in the future. " The relevant person in charge of Ctrip told the reporter.

　　In addition, the continuous enrichment of routes has also stimulated the growth of tourists’ outbound travel. According to the data of Industrial Securities, the total number of passengers in China international aviation market increased from 31.92 million to 50.07 million in 2010-2014, with an increase of 57%, among which the number of China tourists increased by 131%, and the international routes maintained a high growth rate of over 30% in the first three quarters of 2015.

　　Taking the United States as an example, Qunar.com data shows that in 2015, there were 75 new weekly direct flights between China and the United States, an increase of more than 30% over 2014. The continuous increase of route capacity has actually lowered the flight fare between the two countries.

　　The growth trend of outbound travel may continue. Shi Yuduan, CMO of Ctrip’s Tourism Division, told reporters that at present, among the tourists in China, outbound travel only accounts for 40%, while the proportion of Chinese with passports is less than 10%, and most of Chinese has not traveled abroad. A large number of tourists have entered the outbound travel market from domestic travel, with an increase of 10 million. This trend will be maintained for a long time.

　　China has formed a middle class and a high-income group with a scale of hundreds of millions, and tourism, especially outbound travel, has been regarded as a key factor in the quality of life. "According to Ctrip’s data, the consumption level and travel frequency of this group are very high. The most people go abroad for more than 10 times a year, and the maximum cost of a single trip is 1.38 million yuan to travel around the world." Shi Yuduan said.

　　Tang Lan, senior vice president of Ctrip.com, said that in 2015, China tourists spent 11,205 yuan per capita on overseas travel and shopping, a year-on-year increase of 21%. "China tourists" who are not short of money have already become the focus of global tourism. With the increasing number of overseas tourists from China and the improvement of national consumption capacity, the scale of overseas tourism shopping will continue to show a trend of rising volume and price.

　　May 12, Qinhuangdao, Hebei, 2019 Qinhuangdao International Marathon and National Marathon Championship. Photo courtesy of vision china

　　With the coming of summer, the marathon has ushered in a small climax. According to the "2018 China Marathon Big Data" released by China Athletics Association in March this year, in 2018, marathon-related events held in China (except Hong Kong, Macao and Taiwan) (road running events with more than 800 participants and cross-country events with more than 300 participants — — Reporter’s Note) There were 1,581 races, an increase of 43.46% over 2017, with an average of 4.3 races per day, and the cumulative number of marathon participants nationwide reached 5.83 million.

　　But after all, marathon is an extreme sport, and sudden death occasionally happens on the field; Other sports injuries are more common. How to judge whether you are suitable to participate in this fashionable urban sport? What preparations should beginners make? Sports medicine experts and amateur marathon enthusiasts gave their own suggestions respectively.

　　People with cardiopulmonary diseases and potential heart diseases are not recommended to race horses.

　　"Marathon is a typical extreme challenge project, and its first finisher died suddenly at the finish line, which is enough to show us the risks of this sport." Dr. Zhu Jingxian from Peking University Institute of Sports Medicine told the reporter of China Youth Daily and Zhongqing Online, "However, it is also a sport full of challenges and enjoyment. Regular running makes the brain secrete more dopamine and endorphins, which makes people happy, even ‘ Addiction ’ 。” In the city marathon, people run through places of interest, rivers and lakes, and city landmarks. This step-by-step running experience is a kind of enjoyment in itself. Coupled with the cheering audience along the way, the satisfaction after crossing the finish line has undoubtedly added a strong attraction to this sport.

　　Zhu Jingxian said: "Every year, in the media reports about the marathon, there are always several news about the sudden death of athletes. The news that these marathon runners with stronger physique fall on the track will always bring shock to everyone. " According to incomplete network statistics, from 2014 to 2016, there were 14 runners in China who died suddenly in the race. This sudden death rate is not high in the statistics of marathon races around the world. Foreign literature review statistics show that the incidence of sudden death in marathon is 0.6 ~ 1.9/100,000. "It is pointed out in the literature that only a very small number of participants have sudden death during or immediately after the marathon. Even so, we still hope that this sport is safer. " Zhu Jingxian said.

　　According to some surveys, the Tokyo Marathon, known as the "safest marathon in the world", achieved zero death in 10 years. With the in-depth understanding of its operation mode, the organizer’s rigorous, efficient and professional medical security services are presented to the world. Abundant first-aid equipment, sufficient first-aid personnel, detailed first-aid work and various and efficient first-aid modes have rescued the contestants from the brink of death many times.

　　Sudden death of athletes mostly occurs in fierce competitions. For sudden cardiac death, defibrillation within two minutes can improve the survival rate, and 10 minutes after falling to the ground is the golden time for rescue. In a large marathon with tens of thousands of runners on a track of more than 42 kilometers, it is impossible to ensure that there are professional doctors beside the runners on every section of the road, but there must be a professional and three-dimensional medical rescue team, which can ensure that the contestants can bring AED (Automatic Defibrillator) in place within two minutes after falling to the ground, and complete the initial first aid and transshipment within 10 minutes.

　　"We are delighted to see that most domestic sports events are constantly improving their medical security capabilities, and more and more professional medical personnel and volunteers are participating in this sport. However, we still hope that every marathon in every city has a medical security team that meets the standards; I also hope that more and more media reports are about the successful treatment of the contestants after the cardiac arrest on the track, instead of the Fidi Pitz (the pioneer of marathon — — Reporter’s note). " Zhu Jingxian said.

　　"Unlike sports competitions, the purpose of mass participation in sports is to keep healthy. Therefore, the most important thing is to let everyone learn to scientifically assess their own sports risks, so that people who are not suitable for marathon should not take risks in this extreme sport. " Zhu Jingxian pointed out: "First of all, because the sudden death on the marathon track is mostly sudden cardiac death, people with cardiopulmonary diseases and potential heart diseases are not recommended to participate in this sport. How to find the potential heart diseases of the contestants, such as congenital heart disease and hypertrophic cardiomyopathy, is the key to reduce sudden cardiac death. We suggest that participants go to regular hospitals for the following examinations before the competition: electrocardiogram, echocardiography and cardiopulmonary exercise experiment. "

　　Zhu Jingxian, for example, said that a middle-aged and old-aged participant who participated in the marathon for many times felt chest tightness and shortness of breath in the last few kilometers every time. The cardiopulmonary exercise test result was positive, and it was later confirmed as coronary heart disease and was treated accordingly. "If left untreated, he is likely to fall on the track due to myocardial ischemia in the future. Therefore, the physical examination before the game is very important. "

　　Regular exercise habits and step-by-step exercises are the basis of horse racing.

　　Zhu Jingxian told the reporter of China Youth Daily and Zhongqing Online that it is the foundation to ensure the completion of the marathon to carry out running exercises step by step before the race and keep regular exercise habits. Generally speaking, if you have never run for a long distance, even if your physical fitness is good, you are not recommended to participate in the marathon. Exercise-induced rhabdomyolysis is easy to occur when playing a strange sport, and severe cases may be complicated with renal failure.

　　For the first time, a marathon runner can perform better in the official competition and reduce the risk of sports injury after completing several running trainings equivalent to the whole distance of the target marathon before the competition.

　　Amateur masters who have participated in many marathons should also be careful not to blindly pursue achievements and pay attention to their own feelings during the race. If they feel unwell, they should stop the race in time and seek medical support. If you stay up late, have a cold or are in poor health before the game, it is recommended to give up the game. "After all, for most people, the marathon is not for showing off, nor for achievements, but for better shaping a healthy body in extreme sports. Therefore, marathon, please put safety first. " Dr. Zhu reminded.

　　Scientific training, healthy running and enjoying the competition.

　　Run a "horse", know a city, and maybe fall in love with a city. Marathon is becoming a window for runners to learn about a city.

　　"Participating in the marathon is the motivation and goal of many fans’ daily training. I regard the competition as a reward for myself. I take a weekend off in my daily life, run with many runners in other cities, pass by beautiful urban scenery and feel the enthusiasm and encouragement of the audience, just like attending a large party or festival. " Mr. Gao, a 42-year-old office worker, is an amateur marathon enthusiast with 10 years’ running experience. He told China Youth Daily and Zhongqing Online reporter: "When I first participated in the competition, I was interested in those Cosplay runners (using costumes, accessories, props and makeup to play the role in anime works and games — — Reporter’s note) I am very interested, and I will share my experiences with my family and friends after the game. Slowly, I admire older runners and disabled runners more, and I will also motivate myself to work harder and be more active in my work and life. The race I remember most is the running section of triathlon in Miyakojima, Japan. It was a long-distance race: swimming 3 kilometers, cycling 157 kilometers, and finally a marathon of more than 40 kilometers. The Japanese audience is very enthusiastic and professional, and there are spectators cheering and performing arts performances all over the track. In the last marathon stage, it was already in the evening, and several elderly audiences in their sixties and seventies were playing Sanweixian (a local national musical instrument, similar to Sanxian — — Reporter’s note) cheer for us. I can hear that after playing all day,They are already very tired. At this time, a Japanese male player near me gestured to cheer up the old people while running, and took out a harmonica from his pocket and played it while running. The old people were very excited when they saw it, and immediately accompanied them with Sanwei Line, and the players and audience on the whole street immediately got high! This Japanese player really embodies the spirit of enjoying the game and enjoying life. I was very moved at that time. "

　　Mr. Gao takes part in about two or three marathons every year. Speaking of the changes in these years, he believes that there were few competitions and few players and organizers 10 years ago, but all parties attached great importance to the competition and the competition was well organized. In recent years, the number of races and runners has increased, and media attention has also begun to rise. Many novice runners died suddenly because of their inexperience. Uncivilized phenomena began to appear, and runners felt bad about participating in individual events because of the organizers’ inexperience. "But now the overall environment is much better for runners, such as competitions, training institutions and registration platforms, and it is easier for everyone to participate." Mr. Gao said.

　　Regarding training suggestions, Mr. Gao said: "I started to participate in the marathon in 2009, and most of my daily training was on the street. In my impression, three injuries were caused by uneven roads in fun run. Now I pay more attention to the safety problems in training, and I hope other runners will pay more attention. My training from 2009 to 2017 was relatively casual, and all of them were long-distance jogging with little intensity, so I was not injured because of excessive training. Since 2017, I have gradually contacted the training plan (including long-distance jogging, intermittent running, short-distance repeated sprint running, leg strength training, core strength training, etc.), and my intensity has improved. According to the planned training, there were no injuries. It is recommended that newly joined runners train scientifically from the beginning and step by step, so that they can get twice the result with half the effort while rapidly improving their performance. "

　　Because he has been training according to the plan, Mr. Gao created his personal best result when he participated in the 2019 Beijing Half Marathon. He suggested that beginners should try jogging by themselves first, and if they feel interesting, they can join the running group nearby, so that they can get started faster and get in touch with scientific training more conveniently. The game should be gradual, and don’t compare with vanity. "I am an amateur myself and I am not qualified to give professional advice, but I hope everyone can train scientifically, run healthily and enjoy the game. Our fans exercise to live a better life. Running is only a part of life. The most important thing is to live a healthy and happy life. " He said.

　　Marathon is getting closer and closer to people’s life. Are you ready to run in it or cheer from the side and join this fashionable urban sport?

　　China Youth Daily Zhongqing Online Reporter Lei Zhang