"Measures to support the cultivation of specialized and special new enterprises in Henan Province (Trial)" has been adopted at the 22nd executive meeting of the provincial government on December 21, 2023, and is hereby promulgated and shall come into force as of May 1, 2024.

　　Governor Wang Kai

　　March 13th, 2024

Measures for Supporting the Cultivation of Specialized and Special New Enterprises in Henan Province (for Trial Implementation)

Chapter I General Provisions

　　the first In order to guide small and medium-sized enterprises to take the road of specialization and innovation, cultivate specialized and innovative enterprises, enhance the core competitiveness of enterprises, and help realize the upgrading of industrial base and the modernization of industrial chain, these measures are formulated in accordance with the Law of People’s Republic of China (PRC) on the Promotion of Small and Medium-sized Enterprises and relevant laws and regulations, combined with the actual situation of this province.

　　the second These Measures shall apply to the cultivation and support activities of specialized and special new enterprises within the administrative region of this province.

　　The term "specialized and innovative enterprises" as mentioned in these Measures includes innovative small and medium-sized enterprises, specialized and innovative small and medium-sized enterprises and specialized and innovative "little giant" enterprises.

　　The term "innovative small and medium-sized enterprises" as mentioned in these Measures refers to small and medium-sized enterprises with high professional level, strong innovation ability and development potential, which are announced by the competent department of industry and information technology of the provincial people’s government.

　　The term "specialized and innovative small and medium-sized enterprises" as mentioned in these Measures refers to small and medium-sized enterprises that have achieved professional, refined, characteristic and novel development, strong innovation ability and good quality and efficiency, and have been recognized by the competent department of industry and information technology of the provincial people’s government.

　　The term "little giant" enterprises as mentioned in these Measures refers to small and medium-sized enterprises located in the core areas of industrial base and key links of industrial chain, with outstanding innovation ability, mastery of core technologies, high market share, good quality and efficiency, and recognized by the state.

　　Article Cultivating and supporting specialized and innovative enterprises should adhere to the principles of government guidance, enterprise-oriented, innovation-driven, accurate service, gradient cultivation, comprehensive policy and dynamic management.

　　Article 4 The people’s governments at or above the county level shall incorporate the development of specialized and innovative enterprises into the target management of government work, increase the support for the cultivation of specialized and innovative enterprises in colleges, and coordinate and solve major problems in the development of specialized and innovative enterprises.

　　Article 5 The competent department of industry and information technology of the provincial people’s government is responsible for the comprehensive coordination, service guidance, supervision and inspection of the province’s specialized and innovative enterprises, and organizes the announcement of innovative small and medium-sized enterprises, the identification of specialized and innovative small and medium-sized enterprises and the recommendation of specialized and innovative "little giant" enterprises.

　　The competent department of industry and information technology of the Municipal People’s Government with districts shall be responsible for the comprehensive coordination, service guidance, supervision and inspection of the cultivation and support of specialized and innovative enterprises in their respective administrative areas, and organize the evaluation of innovative small and medium-sized enterprises, the recommendation of specialized and innovative small and medium-sized enterprises and other related work.

　　The competent department of industry and information technology of the people’s government at the county level is responsible for organizing the implementation of relevant policies and measures to support the cultivation of specialized and new enterprises.

　　The development and reform, finance, science and technology, taxation, human resources and social security, natural resources, ecological environment, commerce, market supervision (intellectual property rights), financial management and other departments of the people’s governments at or above the county level shall, according to their respective responsibilities, do a good job in supporting the cultivation of specialized new enterprises.

　　Article 6 The people’s governments at or above the county level shall strengthen the talent protection of specialized new enterprises in colleges and give corresponding support in talent evaluation, housing and children’s education.

Chapter II Evaluation and Cultivation of Innovative Small and Medium-sized Enterprises

　　Article 7 The people’s governments at or above the county level shall establish and improve the mechanism of small and medium-sized enterprises’ bail-out, and adopt targeted bail-out measures to reduce the operating costs of enterprises, solve the problems of enterprise survival and development, improve the operating state of enterprises, and help the sustained economic development.

　　The people’s governments at or above the county level and their relevant departments shall create an atmosphere of entrepreneurial innovation, formulate supporting measures such as industry, land, talents, finance and finance, and guide enterprises or dual-innovation entities to focus on market segmentation, improve their innovation ability and master core technologies.

　　Article 8 Support the people’s governments of cities and counties (cities, districts) with districts and their relevant departments to build innovative service carriers such as dual-innovation demonstration bases, science and technology business incubators, university science parks, creative spaces and entrepreneurial parks, provide development space for enterprises in seed stage and start-up stage, and encourage relevant enterprises or individual entrepreneurs to take measures such as rent reduction and exemption to reduce the cost of entrepreneurial innovation.

　　Article 9 The people’s governments of cities and counties (cities, districts) with districts and their relevant departments shall regularly organize the financing docking activities of venture capital enterprises, venture capital funds and angel investors with innovative service carriers, small and medium-sized enterprises and dual-innovation entities every year to provide financing matching services for entrepreneurial innovation.

　　The people’s governments at or above the county level shall cooperate with financial institutions, and adopt various ways such as low-interest loans, free loans before and low loans after, government interest subsidies, risk sharing, etc. to solve the initial funding problem for small and micro enterprises and dual-innovation entities.

　　Article 10 The competent department of industry and information technology of the people’s government at the county level shall establish a cultivation mechanism for innovative small and medium-sized enterprises, focus on cultivating, tracking and guiding small and medium-sized enterprises with innovative ability and technical potential, and promote the development of enterprises to innovative small and medium-sized enterprises.

　　Article 11 The competent department of industry and information technology of the people’s government at the county level shall guide enterprises with high professional level, strong innovation ability and great development potential to voluntarily declare innovative small and medium-sized enterprises and conduct self-evaluation.

　　The competent department of industry and information technology of the municipal people’s government with districts shall verify, evaluate and publicize the self-evaluation information and related materials of enterprises according to the evaluation standards stipulated by the state; If there is no objection after publicity, it will be spot-checked by the competent department of industry and information technology of the provincial people’s government and will be announced as an innovative small and medium-sized enterprise again.

　　Article 12 The people’s governments of cities and counties (cities, districts) with districts shall incorporate the industrial land of innovative small and medium-sized enterprises into the planning when preparing the land space planning; When making the annual land use plan, we should consider the land demand of innovative small and medium-sized enterprises.

　　Encourage the people’s governments of cities and counties (cities, districts) with districts to focus on the development needs of innovative SMEs, optimize the industrial and spatial layout, build characteristic parks for innovative SMEs, and promote the agglomeration and development of innovative SMEs.

　　Encourage the transformation of existing industrial spaces such as old factories into innovative R&D or production houses for small and medium-sized enterprises.

　　Article 13 Encourage the people’s governments of cities and counties (cities, districts) with districts and their relevant departments to establish an expert advisory committee for financing innovative technologies, relying on enterprise technical experts, scholars from institutions of higher learning and experts from scientific research institutions, so as to provide technical consultation and guidance services for innovative SMEs.

　　Article 14 The people’s governments at or above the county level and their relevant departments should give full play to the guidance and leverage of financial funds and government guidance funds, improve the risk investment mechanism, support social funds to invest in innovative small and medium-sized enterprises, and provide financial support for their technological innovation and achievement transformation.

　　Venture capital enterprises, venture capital funds and angel investors who invest in qualified innovative small and medium-sized enterprises shall enjoy the tax preferences stipulated by the state according to the principle of being most beneficial to taxpayers.

　　The research and development expenses of innovative small and medium-sized enterprises enjoy the pre-tax deduction policy in accordance with state regulations; For those who meet the relevant policy conditions for the reduction and exemption of value-added tax for small-scale taxpayers, the value-added tax shall be reduced or exempted according to law.

　　Article 15 Support banking financial institutions to use corporate credit information to issue credit loans with a credit line of 10 million yuan to innovative SMEs. Encourage banking financial institutions to carry out innovative medium and long-term loans for small and medium-sized enterprises, and renew loans without repayment of principal.

　　Support banking financial institutions to issue small and micro enterprise loan asset-backed securities, and relax the basic assets of small and micro enterprise loans from less than 1 million yuan to less than 5 million yuan.

　　Encourage financial institutions to provide innovative small and medium-sized enterprises with secured financing with intellectual property, equity, inventory, machinery and equipment as the secured property.

　　The people’s governments at or above the county level and their relevant departments shall implement the relevant policies of the state and the province to reduce the cost of financing guarantee, and guide government financing guarantee institutions to gradually reduce the average guarantee rate for supporting small and micro enterprises to below 1%, so as to reduce the financing cost of innovative small and medium-sized enterprises.

　　Article 16 Support innovative small and medium-sized enterprises to introduce scientific and technological innovation talents and project innovation teams in various ways, such as equity incentive, option incentive and technology shareholding.

　　The relevant competent departments of the people’s governments at or above the county level shall unblock the channels of professional title evaluation, adhere to market evaluation as the guide, give play to the main role of enterprises, and enhance the pertinence and scientificity of professional title evaluation of innovative small and medium-sized enterprises.

　　Article 17 The people’s governments at or above the county level shall, on the premise of protecting personal privacy and ensuring public safety, promote the fair and equal provision of relevant public data to market entities including innovative small and medium-sized enterprises in accordance with state regulations.

　　People’s governments at or above the county level and their relevant departments should enhance the service capacity of digital public service platforms and support innovative small and medium-sized enterprises to carry out digital transformation; Digital public service platform to participate in the digital transformation of innovative small and medium-sized enterprises, audited in line with the relevant requirements of the state, you can get relevant awards in accordance with state regulations.

Chapter III Identification and Cultivation of Specialized and Innovative Small and Medium-sized Enterprises

　　Article 18 The competent department of industry and information technology of the Municipal People’s Government with districts shall establish a training mechanism for specialized and innovative small and medium-sized enterprises, and focus on cultivating, tracking and guiding enterprises that focus on market segmentation, strong innovation ability and good quality and efficiency among innovative small and medium-sized enterprises, so as to promote the development of enterprises to specialized and innovative small and medium-sized enterprises.

　　Article 19 The identification of specialized and innovative small and medium-sized enterprises shall be voluntarily applied by innovative small and medium-sized enterprises in accordance with the principle of territoriality, and the competent department of industry and information technology of the municipal people’s government with districts shall organize the verification of enterprise application materials and relevant supporting materials according to the identification standards stipulated by the state; After verification, it is recommended to the competent department of industry and information technology of the provincial people’s government.

　　The competent department of industry and information technology of the provincial people’s government shall, according to the accreditation standards, organize the verification, spot check and publicity of the application materials and relevant supporting materials of the recommended enterprises; Publicity without objection, identified by the competent department of industry and information technology of the provincial people’s government as specialized and innovative small and medium-sized enterprises.

　　Article 20 The people’s governments at or above the county level and their relevant departments shall formulate policies to help specialized and innovative small and medium-sized enterprises reduce the costs of employment, energy use, land use, logistics and network.

　　Support the inclusion of new investment projects of specialized and innovative small and medium-sized enterprises in the list of key construction projects at the provincial and municipal levels, guarantee land use, energy consumption, emission indicators and other factors in accordance with regulations, and tilt towards specialized and innovative small and medium-sized enterprises in the arrangement of new construction land planning indicators, land approved but not supplied, and construction land in stock.

　　The people’s governments of cities and counties (cities, districts) with districts and their relevant departments shall implement the flexible annual transfer system of industrial land and the "standard land" transfer system of industrial land, and if enterprises use the existing industrial land to carry out technological transformation and improve the floor area ratio, they will not increase the land price in accordance with the regulations.

　　Article 21 The people’s governments at or above the county level shall give play to the guiding role of special financial funds, improve the construction of public service system and financing service system for small and medium-sized enterprises, and support specialized and new small and medium-sized enterprises to enhance their innovation ability and professional level.

　　Article 22 The provincial people’s government set up a provincial SME development fund, and the relevant competent departments and fund management institutions shall improve the fund investment management and performance evaluation, establish and improve the due diligence exemption and fault-tolerant and error-correcting mechanisms, and guide the fund to support the development of specialized and innovative SMEs.

　　Encourage the people’s governments of cities and counties (cities, districts) with districts to raise funds through multiple channels to participate in the establishment of small and medium-sized enterprise development sub-funds, and expand equity financing channels for specialized and innovative small and medium-sized enterprises.

　　Article 23 Tax authorities at all levels and relevant competent departments should optimize their services, accurately push relevant information on tax reduction and fee reduction to specialized and innovative small and medium-sized enterprises and provide necessary guidance to ensure that specialized and innovative small and medium-sized enterprises enjoy preferential tax policies in a timely and comprehensive manner.

　　Article 24 In addition to the pre-tax deduction policy for research and development expenses of specialized and innovative small and medium-sized enterprises, the people’s governments of cities and counties (cities, districts) with districts and their relevant departments are encouraged to adopt ex ante and ex post subsidies to guide and support enterprises to undertake research and development tasks and carry out research and development activities.

　　The people’s governments at or above the county level and their relevant departments shall formulate incentive policies to encourage qualified specialized and innovative small and medium-sized enterprises to establish or jointly establish key laboratories, technological innovation centers, engineering research centers, enterprise technology centers and other R&D institutions with universities and scientific research institutions. Among them, those first named as major new R&D institutions in the province by the provincial people’s government shall be supported by the provincial finance according to a certain proportion of the investment of local governments and other initiating units in the past three years; For those who serve other enterprises in the same industry and have good functional spillover, the proportion may be appropriately increased.

　　Article 25 The competent department of industry and information technology of the provincial people’s government shall, jointly with relevant departments, establish a list of specialized and innovative small and medium-sized enterprises to push the sharing mechanism to financial institutions, encourage banking financial institutions to increase their support for specialized and innovative small and medium-sized enterprises, and issue "specialized and innovative loans" credit loans with a credit line of 30 million yuan to specialized and innovative small and medium-sized enterprises. Guide financial institutions to further improve the product operation mechanism, increase the credit line, shorten the application process, simplify the loan procedures, and meet the financing needs of specialized and innovative SMEs.

　　Article 26 Insurance institutions are encouraged to develop specialized insurance such as "specialized and innovative insurance" for the risks of specialized and innovative small and medium-sized enterprises in the fields of enterprise financing, scientific research and development, achievement transformation and intellectual property protection, and provide credit guarantee insurance and other services for enterprises.

　　Article 27 The competent departments of industry and information technology of the people’s governments at or above the county level shall, in the training of management personnel of small and medium-sized enterprises, organize special training for the management personnel of specialized and innovative small and medium-sized enterprises to improve their innovation consciousness and management ability.

　　Support specialized and innovative small and medium-sized enterprises to carry out employee skills upgrading training, encourage people’s governments at or above the county level and their relevant departments to strengthen cooperation with universities and training institutions, carry out new apprenticeship training for enterprises, and give subsidies according to the standard of 5,000 yuan for intermediate workers and 6,000 yuan for senior workers per person per year.

　　Article 28 The provincial people’s government and its relevant departments should strengthen the construction of a rapid collaborative protection system for intellectual property rights, encourage the people’s governments of cities and counties (cities, districts) with districts to apply for the construction of intellectual property protection centers and intellectual property rights protection centers, and open a "green" channel for specialized and innovative small and medium-sized enterprises to quickly examine, confirm and protect their rights.

　　Support intellectual property service institutions to provide services from innovation to application for specialized and innovative small and medium-sized enterprises. The people’s governments of cities and counties (cities, districts) with districts and their relevant departments shall set up an expert group on intellectual property services for small and medium-sized enterprises according to the actual situation to provide public intellectual property consulting and information services.

　　Article 29 Encourage specialized and innovative SMEs to participate in China International SME Expo, APEC SME Technology Exchange and Exhibition and other exhibitions to help enterprises expand domestic and foreign markets; According to the actual situation, set up exhibition areas or special topics for specialized and innovative small and medium-sized enterprises in relevant exhibitions held in this province, build product and technology display platforms for specialized and innovative small and medium-sized enterprises, and promote exchanges and cooperation among enterprises.

　　Article 30 The municipal people’s governments of provinces and districts and their relevant departments should focus on local dominant industries, and organize specialized small and medium-sized enterprises and large enterprises in the industry or chain-owner enterprises, universities and scientific research institutions to jointly implement technical research, promote collaborative innovation, and enhance the innovation ability of specialized small and medium-sized enterprises.

　　The competent department of industry and information technology of the people’s government of a province or city divided into districts shall, jointly with relevant departments, regularly publish the supply and demand catalogue of specialized and innovative small and medium-sized enterprises, hold matchmaking meetings for the financing and development of large and medium-sized enterprises, build a cooperation platform, promote large enterprises in the industry to open up resource elements to specialized and innovative small and medium-sized enterprises, and promote the integration of specialized and innovative small and medium-sized enterprises into the supply chain and industrial chain of large enterprises.

　　Article 31 Encourage the purchase of products and services of specialized and innovative small and medium-sized enterprises in government procurement activities. If the technological innovation products and services of specialized and innovative small and medium-sized enterprises are put on the market for the first time, they should take the lead in purchasing them in government procurement activities under the condition that their functions, quality and other indicators can meet the needs of government procurement, and shall not be restricted on the grounds of commercial performance.

　　Article 32 Encourage specialized and innovative small and medium-sized enterprises to innovate design, production, management and sales methods through technologies such as cloud computing, artificial intelligence, Internet of Things and big data to promote digital transformation.

　　Article 33 The people’s governments at or above the county level and their relevant departments shall establish and improve the mechanism for cultivating the listing of specialized and innovative small and medium-sized enterprises, and give classified and phased support to the shareholding system reform of specialized and innovative small and medium-sized enterprises, domestic and foreign listing, listing of the New Third Board, listing of equity exchange centers, mergers and acquisitions, and restructuring.

　　Specialized and innovative small and medium-sized enterprises that have made initial public offerings and listed on the Shanghai, Shenzhen and Beijing stock exchanges, or listed for financing in overseas mainstream capital markets and listed in the Central Plains Equity Exchange Center, shall be subsidized by the provincial finance in accordance with regulations.

Chapter iv recommendation and support of "little giant" enterprises specializing in novelty.

　　Article 34 The competent department of industry and information technology of the Municipal People’s Government with districts shall establish a training mechanism for specialized and innovative "little giant" enterprises, and focus on cultivating, tracking and guiding the enterprises that are located in the core areas of industrial foundation and key links of industrial chain, with outstanding innovation ability, high market share and good quality and efficiency, so as to promote the development of enterprises to specialized and innovative "little giant" enterprises.

　　Article 35 Recommend specialized and innovative "little giant" enterprises, and the specialized and innovative small and medium-sized enterprises shall voluntarily apply according to the principle of territoriality, and the competent department of industry and information technology of the municipal people’s government with districts shall organize the verification of enterprise application materials and relevant supporting materials according to the identification standards stipulated by the state; After verification, it is recommended to the competent department of industry and information technology of the provincial people’s government.

　　The competent department of industry and information technology of the provincial people’s government shall, according to the standards stipulated by the state, organize verification, spot check and publicity of the application materials and related supporting materials of the recommended enterprises; Publicity without objection, recommended by the competent department of industry and information technology of the provincial people’s government to the competent department of industry and information technology of the state.

　　The people’s governments at or above the county level shall establish a working mechanism for the coordination of departments, improve support policies, provide all-round and all-factor services and support the sustainable development of enterprises.

　　Article 36 The competent department of industry and information technology of the provincial people’s government shall, jointly with the human resources and social security department, regularly publish the catalogue of talents demand of specialized and new "Little Giant" enterprises, and build a communication platform for enterprises and top talents, leading talents, young talents and potential talents.

　　Support specialized and innovative "little giant" enterprises to set up Post-Doctoral Research Center, and support professional and technical personnel of institutions of higher learning and research institutes to work part-time, post, participate in project cooperation and get paid according to law in accordance with relevant regulations.

　　Article 37 The people’s governments at or above the county level shall, according to the actual situation, reward and supplement the "little giant" enterprises that continue to increase R&D investment or have a high proportion of R&D investment.

　　If the provincial people’s government purchases equipment and software for the "little giant" enterprise that is specialized and innovative within the validity period and is used to improve the innovation ability and professional level of the enterprise within the annual investment calculation interval, it will give a certain proportion of subsidies according to the actual investment, with a maximum of 5 million yuan.

　　Article 38 The provincial people’s government shall establish a reward system to reward the success of "little giant" enterprises that have achieved technological upgrading and progress through intellectual property transactions and declared their specialization and novelty.

　　The competent intellectual property department of the provincial people’s government shall give priority to recommending qualified "little giant" enterprises to declare national intellectual property advantage demonstration enterprises, and give extra support in recommending China Patent Award and Henan Patent Award.

　　Article 39 Support China Development Bank and other policy banks to provide financial support for the technological transformation, transformation and upgrading of qualified "little giant" enterprises.

　　Support banking financial institutions to issue "specialized and innovative loans" credit loans with a credit line of 50 million yuan to specialized and innovative "little giant" enterprises.

　　Guide banking financial institutions to strengthen cooperation with provincial SME development funds, government investment guidance funds, venture capital funds, venture capital institutions, private equity investment institutions, etc., and select specialized and innovative "little giant" enterprises to carry out investment and loan linkage business.

　　Article 40 Encourage specialized and innovative "little giant" enterprises to strengthen cooperation with industrial chain owners or industrial internet platform enterprises, carry out research and development of digital common technologies, participate in investment and application innovation of new infrastructure such as data centers and industrial internet, and promote the application of low-cost and modular intelligent manufacturing equipment and systems.

Chapter V Rights Protection and Dynamic Management

　　Article 41 The competent department of industry and information technology of the people’s government at or above the county level and other relevant competent departments shall, according to the characteristics and needs of innovative small and medium-sized enterprises, specialized and innovative small and medium-sized enterprises and specialized and innovative "little giant" enterprises, carry out three-level hierarchical services at the provincial, city and county levels, and carry out classified and accurate services according to the characteristics of the industries to which the enterprises belong.

　　The local government of a specialized and new enterprise shall, according to the actual situation, provide service commissioners for the enterprise, coordinate and solve the practical difficulties and problems of the enterprise, and guide the enterprise to grasp and enjoy the preferential treatment in time.

　　Article 42 The competent department of industry and information technology of the people’s government at or above the county level and other relevant competent departments shall protect the business secrets of enterprises in the process of evaluating, identifying, recommending and serving specialized and new enterprises, and shall obtain the consent of enterprises before publicity and reporting.

　　Article 43 The people’s governments at or above the county level and their relevant departments shall support the use of funds related to specialized and special new enterprises in a timely, open, transparent and standardized manner.

　　The people’s governments at or above the county level shall, in accordance with the law, regularly organize the evaluation of the effect of the use of relevant funds, and announce the evaluation to the public in a timely manner and accept social supervision.

　　Article 44 The competent department of industry and information technology of the people’s government at or above the county level shall establish and improve the complaint reporting mechanism involving infringement of the legitimate rights and interests of specialized and new enterprises, accept complaints and reports in a timely manner, and deal with them in a timely manner according to law within the scope of their duties; Those who do not belong to the responsibilities of this department shall be transferred to the competent authorities in a timely manner according to law.

　　Article 45 The validity period of the announced innovative small and medium-sized enterprises is three years, the validity period of the identified specialized and innovative small and medium-sized enterprises is three years, and the validity period of the specialized and innovative "little giant" enterprises is implemented in accordance with state regulations.

　　Article 46 Specializing in new enterprises in the period of validity in the following circumstances, by the provincial people’s government department in charge of industry and information technology in accordance with the procedures to cancel the announcement, identification or to the national department in charge of industry and information technology to cancel the identification of the proposal:

　　(a) the occurrence of major accidents such as safety, quality and environmental pollution;

　　(two) serious dishonesty, tax evasion and other illegal acts;

　　(three) providing false materials through evaluation and identification.

　　Article 47 If the announcement and identification of specialized and innovative enterprises are cancelled due to the reasons specified in these Measures, they will not be re-evaluated for innovative small and medium-sized enterprises, identified for specialized and innovative small and medium-sized enterprises and recommended for specialized and innovative "little giant" enterprises within three years.

　　Specializing in special new enterprises to provide false materials through evaluation and identification, the relevant incentive funds that have been enjoyed will be fully recovered; If a crime is constituted, criminal responsibility shall be investigated according to law.

　　Article 48 People’s governments at or above the county level and relevant departments and their staff, in violation of the provisions of these measures, resort to deceit or embezzle or misappropriate funds in the cultivation of specialized and special new enterprises, as well as other acts of abuse of power, dereliction of duty, corruption, etc., the directly responsible person in charge and other directly responsible personnel shall be punished according to law; If a crime is constituted, criminal responsibility shall be investigated according to law.

Chapter VI Supplementary Provisions

　　Article 49 Jiyuan production city integration demonstration zone, Zhengzhou airport economic comprehensive experimental zone on specialization and special new enterprise cultivation support work with reference to the relevant provisions of the city divided into districts in these measures.

　　Article 50 These Measures shall come into force as of May 1, 2024.

In this paper, the author deeply analyzes the development status of bean and fruit food and kitchen as competing products, and gives his own suggestions and prospects in combination with the development of domestic and foreign industries. Worth reading!

Experience environment:

• Mobile phone: Android 6.0.1 MI 4
• Bean and fruit food: Android v6.2.4.2
• Going to the kitchen: Android v5.9.11

According to Analysys data, it is estimated that the number of users in cmnet will reach 830 million in 2016, an increase of 0.5% compared with 2015. It is estimated that in 2018, the number of users in cmnet will be around 890 million. The scale of users in cmnet will continue to expand.

The huge market makes many enterprises from different industries, traditional or innovative, flood into the mobile Internet market.

As the "food" in the "basic necessities of life", it can be said that it is an indispensable part of people’s daily life, that is, it belongs to high-frequency demand. The catering industry is also expanding the boundaries of the Internet according to the needs of users.

In such a mobile internet era, the distance between users and food is shortened by selling, fresh food, recipes and other forms. The way of eating is gradually changing from simplicity to quality. Whether it is take-out or cooking at home, users gradually begin to pay attention to food quality and health.

Of course, there are also some innovative ways, such as catering O2O, inviting chefs to cook at home, socializing in catering, and making like-minded friends through table sharing.

If take-out is a passive choice in work or study life without too much time, then gourmet recipes must be the best choice for people who pursue quality of life in their spare time.

"Tip Tip 2" has once again set off a storm of food in China, and catering stores all over the country have also followed the dishes recommended by "Tip Tip 2", which is a good time to cut into the gourmet cookbook APP.

The mix of fish and eyes in the take-away market and the food safety of physical catering have always been our concerns. Although the take-away market has begun to rectify illegal operators, the video security problems in the physical catering industry are also being intensified, but there is still a long way to go from the healthy goal of the industry. More and more young people entering the workplace are willing to spend some time to choose a healthy diet, and they are more willing to choose to return to the kitchen.

Judging from the 24-hour active user period in the figure below, whether on weekdays or weekends, users are more active during lunch and dinner, especially from 11: 00 to 12: 00. Generally speaking, users’ habits of selling recipe apps are concentrated about half an hour before lunch and dinner, and the per capita use time is relatively concentrated.

However, according to the data of Qian Fan in the following figure, from April to July, 2016, the number of people living in the kitchen, bean and fruit food, good beans recipes and food heroes ranked first with obvious advantages. By July, bean and fruit food and food heroes were almost equal, while good beans recipes were slightly inferior. From the trend, the overall four applications are in a decline of 1 million to 2 million.

Judging from the number of starts, the number of starts of the kitchen has increased significantly. From April to July 2016, it increased by about 40 million, far ahead of the other three gourmet menu APPs. It can be seen that the user frequency of the kitchen app is still quite high, and it is in the growth stage.

Take the United States as an example. According to the data released by the National Hotel Industry Association (NRA) in 2015, the total catering market in the United States is about 709.2 billion US dollars, accounting for about 4% of the total national economy of the United States, and the sales growth of the catering industry has never stopped in the past few decades, whether the economic situation is good or bad. Statistics also show that in the past 16 years (spanning two economic recessions), the employment growth rate of the catering industry has always outperformed the national economic growth.

Source of information:http://www.restaurant.org/Downloads/PDFs/News-Research/research/Factbook2015_LetterSize-FINAL.pdf

In a survey conducted by several companies specializing in developing mobile applications for recipes, it was found that one quarter of iPhone/iPad users in countries where English is used prefer to cook by themselves. In addition, according to the statistics of the National Hotel Association of the United States, 79% of diners say that high technology makes it more convenient to eat out, 70% of diners with smart phones will use the restaurant/menu application several times on their mobile phones, among which 34% of diners say that high technology makes them buy takeout or go to restaurants more often, while 32% of diners with smart phones prefer to use mobile applications instead of traditional ways to pay the bill.

The popularity of the application market is unprecedented. As of 2015, the total revenue of global applications is $41.1 billion, and it is estimated that the annual application revenue will be $77 billion in 2017. The following is an overview of the application market:

Source of information:http://www.startup-buzz.com/cooking-apps-revolutionizing-cooking-industry/

According to the above table, Android has the largest number of users, with 900 million. There are 220 billion APPlications in the Android application market, and the average income of each app is $1,125. Compared with the average income of the iOS version of the application, it may be related to the fact that the economic conditions of the user base of iOS are mostly better than the user base of Android phones, and the pricing of iOS applications is generally higher than that of Android applications.

Based on the application recommendation and product evaluation of foreign catering recipes, the following five applications are generally recommended:

Source of information:http://www.startup-buzz.com/cooking-apps-revolutionizing-cooking-industry/

In addition, there are some different innovations in the catering recipe market abroad, such as Blue Apron, a company in new york in 2012, which provides fresh ingredients and corresponding recipes to be delivered to your door. In the food delivery business, you can customize different services on the website: meals for two people, at $59.94 per week, delivered three times, that is, three meals can be managed; Family meal, $69.92 or $139.84 per week, with food for 4 people delivered twice or four times each time. If you only provide ingredients, the price is actually not cheap, but you will be accompanied by recipes when you deliver them, so that you can learn the cooking methods of many chefs. It is quite warm to cook with your family at home.

In addition, compared with the domestic public comment, the ChefFeed is different from the public comment. It is an application platform that only chefs can recommend food, and it deeply connects the surrounding food and catering culture.

Judging from the data of four products in the domestic market, whether it is the monthly activity or the number of start-ups, the lower kitchen and Douguo cuisine belong to the first echelon, which is higher than the gourmet and the good bean recipe, while all the data of the lower kitchen are higher than Douguo cuisine, so it is determined that the lower kitchen is the competitive product of Douguo cuisine for further analysis.

1. Bean and fruit food

(1) History of Douguo Gourmet Version (version above 0)

• 6.2.0.8：Upload recipes, upload food, upload posts together, and put them in an obvious position, which is more convenient to publish; Online menu barrage, you can participate in the discussion; You can join the circle to browse your favorite posts and record food. What is added is the fart circle, which is updated every day. Activity reminder.
• 6.1.8.2：The login system is optimized and the identity verification is convenient; The bottom of the product page can directly enter the store.
• 6.1.6.4：Recipe search supports ingredient combination search; Leave the menu editing interface without saving, and give a reminder.
• 6.1.1.2：You can add associated friends.
• 6.1.0.2：There is an entrance to view the encyclopedia of ingredients in the menu.
• 6.0.7.2：Gourmet experts and quality shops can share them with friends.
• 6.0.6.2：Menu classification adjustment.
• 6.0.5.2：Personal center supports sharing to third-party platforms.
• 6.0.4.6：Optimize the uploaded pictures and adjust the page layout.
• 6.0.3.8：Show food channel: hot topics, increase rankings, and popular users.

Judging from the iteration of the version of Douguo Cuisine, from version 5, Douguo Cuisine focuses on the function and interface iteration of e-commerce nodes. Compared with the iterative efforts of e-commerce, Douguo cuisine has also made some adjustments in social elements, all of which are public messages and concerns, without further social means such as private letters. Therefore, the development direction of bean and fruit food is more inclined to e-commerce.

In June of this year, the bean and fruit food made a sound, and proposed that the future development direction should focus on kitchen smart appliances and cooperate with hardware manufacturers to provide users with intelligent overall kitchen solutions; And rely on huge user data to provide food big data for enterprises.

Imagine the smart kitchen carefully. For those who can’t cook and don’t have time to learn how to cook, they can also enjoy the fun of cooking by themselves. This undoubtedly magnifies the target user group of the platform for many times, from food experts to lovers who are interested in cooking and have time to zero-based food lovers who are only interested in eating.

We can also imagine such a scene. Xiaobai users open the APP to find the recipe they want to make, and purchase semi-finished ingredients with one click through the link provided by the recipe, so that only kitchen utensils can be connected with the favorite recipes in the bean and fruit APP, and the kitchen utensils will remind users according to the data. For example, when refueling is added to a certain time, the control panel of kitchen utensils will remind the user that it is OK. For example, the process of putting what materials first and then putting what materials, such as big fire first and then small fire, is controlled by only kitchen utensils.

However, if you want to connect with kitchen utensils, the data requirements for recipes are relatively high. In the early stage, after encouraging users to output high-quality content, you can consider joining the audit mechanism. If the audit meets the requirements, you can mark "Support for smart kitchen utensils", so Xiaobai doesn’t have to worry that his cooking will be affected by inaccurate data.

As far as the current semi-finished market of bean and fruit food is concerned, it focuses on fast food, dry ingredients and other ingredients whose shelf life is not so short, rather than fresh processed ingredients, which does not meet our daily needs for three meals, and the one-click purchase of ingredients in the recipe is actually delivered by different merchants. Therefore, there is also a gap in the time received. Even if you buy more dishes at a time, you have to go back and spend time combining them. You can consider adding some usage scenarios, such as recommending recipes and ingredients for one week according to the data of recipes that users usually browse and collect, filtering the number of people, the meal time, what taboos are there, etc. One-click purchase of recommended recipes can be packaged according to recipes, saving users’ sorting time.

(2) The development history of bean and fruit food.

• In January 2008, Douguo Cuisine was established, which belongs to Beijing Douguo Information Technology Co., Ltd., and its CEO is Wang Yuxiang.
• In 2011, bean fruit net received a venture capital investment of RMB 10 million from Shanda, and bean fruit net began to be formally commercialized.
• In January, 2012, it became the best application of the only flat cabinet AppStore in China.
• In 2012, bean fruit net received a series B financing of $8 million from ggv capital (GGV).
• In 2012, the mobile phone client of food diary was officially launched in public beta, and now it is renamed as "Writing Food School".
• In 2013, it won the third round of financing from Gaochun Capital and Qingliu Capital, and the company was valued at 120 million US dollars, making it the largest gourmet community in China.
• In 2013, we began to test water e-commerce and cooperate with SF Express.
• In 2014, the first "Douguo 2013 China Annual Food Festival" was held.
• In 2014, Douguo became the official exclusive online communication experience community in the second season of China on the Tip of the Tongue.
• In November, 2014, we completed the $25 million Series C financing.
• In 2015, it was ranked in Baidu Mobile’s "Top Ten Popular Applications List of the Year" and won the "Life Application Award of the Year".
• In 2015, it entered the field of semi-finished food, adding a new business model for fresh e-commerce.
• In 2016, the "Bean and Fruit Food Festival" was opened, and the latest version of "2015 China Food Network Development and Trend Report" was released.
• In 2016, Douguo Cuisine joined hands with Boss Electric to build an intelligent cooking ecosystem.

2. Go to the kitchen

(1) the kitchen version history

• 5.9.8: personal homepage and homepage upgrade; New icon design to optimize visual effects; Optimize the collection of menu pages and the location of menu buttons; Market goods can be paid by points when placing an order.
• 5.8.3: You can upload works and recipes on your home page; Message revision of the menu: the ordering process is optimized, so you can buy it in buy buy better.
• 5.5.6The list of conversations in the mailbox can be deleted, and the conversations you don’t want to see are out of sight, out of mind; Share recipes to WeChat or Weibo, and you will find that sharing a copy knows your heart better; We understand that the word limit for market commodity reviews has been abolished.
• 5.5: Add instant messaging function to facilitate communication between kitchen friends. You can also communicate and consult directly with merchants when shopping in the market; Menu browsing has a big picture mode, clearer menu pictures and more friendly interaction, which will help you become a better chef; Fixed such and such bugs.
• 5.4: Now the function of creating recipes on mobile phones is more perfect, adding exclusive logos and recommending them to categories; It is found that personal profile and pictures of TA’s works have been added in the friends module; Provide relevant suggestions when searching to make your search more efficient; The market increases the choice of regional positioning.
• 5.2.2: Increase the payment method of WeChat; Optimize the home page search menu; Product recommendation is added to the product details page; Show the description of the work in the message reminder; The menu message type in the message reminder can directly jump to the menu; Optimize video playback.
• 5.2.0The merchant can explain the commodity evaluation; Commodity evaluation adds useful and user message function; Commodity evaluation can be synchronized to the personal homepage and pay attention to the dynamics; The personal homepage has added the buy buy Buy module; The shopping cart adds a drop-down refresh function; Community posting forces the binding of mobile phone numbers; Optimize the product evaluation pictures shared to the circle of friends; Optimize the logic of sharing to WeChat to prevent sharing failure.
• 5.1.0: Revision of the product details page-adding graphic details-giving priority to the evaluation of blueprints-the evaluation list is displayed according to blueprints/all categories; Increase the function of searching for goods in the store; Home page [buy buy Buy] page optimization; Topic optimization of breakfast, lunch and dinner.

From the iteration of the version of the kitchen, we can see that from the version 4, the kitchen began to add social elements, such as the sharing function in the market, the personal homepage to find friends, the positioning function in the market, and the interaction with the surrounding kitchen friends. The increase of these functions seems to pave the way for LBS-based socialization. No matter how active online, gathering fans offline and making strangers have a weak relationship with food as a clue is a good means to maintain users in products for a long time.

Including some time ago, the kitchen was doing a little field, and building a platform and introducing a farm was an attempt to realize the commercialization of the kitchen, all of which reflected the kitchen’s efforts to make ordinary users (non-deep users) participate in offline activities or social activities as much as possible, and take the kitchen as a platform to retain these users and increase their stickiness.

Based on this, I think of Xiaomi’s core marketing concept "sense of participation", which uses forums to precipitate users, and uses humanized and comprehensive customer service, online and offline activities of rice noodles, including the annual rice noodle festival, to gather users and spread word of mouth.

Then why do you want to do LBS in the kitchen? After consulting the recent news, the author thinks that the original intention of doing LBS in the kitchen should be to eat friends, but because the specific operation plan is not clear, the community of "peripheral" nodes is hidden in the "mailbox" where it is not easy to notice. Therefore, the LBS in the kitchen is in the exploratory stage. How to operate and what is the development direction is still not very clear, and users may need to explore it.

(2) The development of the kitchen.

• In March, 2011, the kitchen website was put into operation, and it was affiliated to Beijing Ruidi Interactive Technology Co., Ltd., and its founder was Wang Xusheng.
• In July 2011, the kitchen APP was released.
• In June 2012, it was invested by Angel Bay and Jiuhe Venture Capital.
• In October, 2012, it won a multi-million-dollar Series A investment from Lianchuang Ceyuan and Zhixin Capital.
• In November 2014, the "market" was launched and e-commerce operations began. It has been successfully transformed from a cookbook tool application to a family food portal that integrates the attributes of tools, community and platform e-commerce.
• In July, 2015, it was announced that it had completed the second round of financing of US$ 30 million, which was led by Huachuang Capital and JD.COM, followed by Zhixin Capital and Lianchuang Ceyuan.
• On December 1, 2015, Yiguo Fresh announced that it had reached an exclusive cooperation with the well-known domestic online family food diversion entrance "Xiachu".
• In 2016, the kitchen became the first entrance to family cuisine.

The product attributes of Douguo cuisine tend to be "community+e-commerce". Taking advantage of having accurate users of food and introducing e-commerce platform, Douguo prefers to cooperate with high-end platforms and pay attention to socialization.

The kitchen is a product that integrates tools, communities and e-commerce. Mainly meet the needs of users in four categories:

1. Inquire about food practices;
2. Share food practices and food works;
3. Communicate around food;
4. Buy ingredients, kitchen utensils and other items.

sex distribution

As can be seen from the following figure, in terms of gender, more than 75% of the users of the four products are women; Geographically, more than 50% of the users of the four products are in super-first-tier cities or first-tier cities; In terms of age, the users of the four products are concentrated in the age of 20-39. It can be inferred that the target users of the application are white-collar workers or housewives aged 25-35, who have the leading role in the kitchen economy, have certain consumption power in first-tier or super-first-tier cities, pay attention to the quality of life, and are good at using cookbook apps.

A kind of user portrait:

White collar Xiaomei

• Local, born in Beijing, from a prestigious school, working in a listed company, working in a high-end office building, working in a super-first-tier city, with a busy job.
• Just married, pay attention to the quality of life, pay attention to food quality;
• Dining habits: I usually eat in the company at noon, go home to cook with my family at night, and sometimes show off with my parents on weekends.
• Features: Pursuing quality of life, preferring high-end fresh and healthy ingredients.

Two types of user portraits:

White collar Xiaoer

• Graduated from an ordinary domestic university, born in a third-tier city, working in a small and medium-sized enterprise in a first-tier city, renting a house.
• Single, often take food to the company to eat, will pick some Aauto Quicker food to learn.
• There are many friends who usually have dinner with roommates or friends after work or on weekends, and usually choose everyone to cook to show their cooking skills.
• Characteristics: undergraduate, in the struggle period, with low annual salary and pragmatism.

For a class of users, discounts and promotions are the second, and you need to buy fresh food, or you will click on the commonly used dishes APP to cook when you see the dishes you want to learn. Offline cooking learning activities, healthy diet recipes and knowledge popularization are more important.

For the second category of users, concessions, subsidies and promotional activities are all important indicators, and more attention should be paid to such users for event reminders and pre-sale reminders.

geographical distribution

age distribution

Social elements

(1) Bean and fruit food

Bean and Fruit Gourmet APP (Android) 6.2.4.2 Version Function Module

The navigation bar at the bottom of bean and fruit food is home page, circle, release, buy good goods and my five modules respectively. The home page is the page of the menu, and the circle module belongs to the social module. You can join various circles, view posts and interact with the landlord’s comments. Buying good goods belongs to the e-commerce module, and the combination of scenes and posts makes the advertisement and the advertisement of goods feel no contradiction, while mine is the user’s personal information.

(2) Go to the kitchen

The navigation bar at the bottom of the kitchen is divided into four modules: kitchen, market, mailbox and me. The kitchen is the home menu module, the market is the e-commerce module, the mailbox is the community communication module, and I am the user personal information module.

Both of them are designed based on the framework of home page-mall-community-individual, and their logical structures are relatively clear.

On the framework, it is worth noting the following points:

• There is LBS positioning in the kitchen, so you can recommend products according to the positioning, and there is an entrance on the home page, so you don’t need to switch the bottom navigation.
• There is a kitchen question-and-answer category on the front page of the kitchen, which contains questions about cooking skills and food preservation. The questions are very practical and are encountered in life, but they may not be mentioned in the menu to make up for the vacancy of cooking details. At the same time, it can increase the interaction between users and enhance the activity of the community.
• You can go to the kitchen to @ Chuyouyou, and the Chuyouyou community can go offline.
• LBS positioning in the kitchen can see the people and distance around you and interact with the people around you.

(1) Startup page

After downloading the application, it was launched for the first time. The initial launch pages of the two apps are all in a small and fresh style of literature and art. The bean and fruit food is in a white background, and the kitchen is in a style of delicacies and masks, which are in line with the overall positioning of such applications. When the bean and fruit food and the kitchen are started again, there will be advertisements on the startup page. The advertisement for going to the kitchen is a discount advertisement for snacks of e-commerce in its own application. Douguo cuisine is a free activity advertisement promoted in cooperation with electrical appliances merchants. At the same time, Douguo cuisine also has a pop-up advertisement similar to the menu competition when it enters the theme interface.

(2) Menu Home Page

From the home page, you need to pay attention to the following points:

1) user operation process

Douguo Cuisine puts the release (recipes, posts and recorded food) in an obvious position in navigation, and others’ recipes are displayed in the form of floating windows, which is higher than the bottom display in the kitchen, so Douguo Cuisine is generally more inclined to let users publish more topics. However, it is not obvious that the kitchen puts publishing and creating recipes in the upper left corner. The kitchen pays attention to buying raw materials and then learning to do it. Seeing recipes-collecting raw materials-buying raw materials-cooking, uploading-sharing, the process is complete.

2) On the main interface classification

Today’s latest, boutique menu and video zone in bean and fruit cuisine are actually recipes. We can consider merging today’s latest and boutique menus into one entrance and then diverting them. For the kitchen, the four categories in the main interface are all drainage processes. In order to drain the e-commerce, the chef’s question and answer is to supplement the lack of recipes. The leaderboard is slightly duplicated with the following popular recipes this week. The leaderboard is a boutique menu with edited attributes, including video recipes.

3) Using the scene

The kitchen is divided into three scenes: breakfast, lunch and dinner in the middle of the home page. After opening, it is the work uploaded by the user, and there are links to the corresponding recipes. At this point, you can like to comment on the kitchen friends, and you can try the recipes. User works and recipes form a closed loop.

4) Material purchase

When going to the kitchen, it is considered that users sometimes want to cook a dish, but they don’t want to buy it for the time being. For example, they want to go home and see what ingredients and seasonings are missing before buying it. At this time, they can use the shopping basket to prevent the shopping cart from being messy. The shopping basket is classified according to the recipe. But on the other hand, this undoubtedly adds one more link to the process from reading recipes to buying, and may also lose users in this link. Users can consider adding if they need it.

(3) Classification navigation comparison

The top row is the classification of bean and fruit food, and the bottom row is the classification of the kitchen.

Judging from the practicality of the whole secondary menu, the simpler the menu, the less depth it has, and the easier it is for users to accept. For example, the kitchen belongs to the classification interface menu, which can be seen without clicking on the popular classification. You can see the menu with more views by clicking on a classification at will, and you can reach the classified menu in one step without the need for users to select it many times. But it is not very clear how the recommended menu crosses many choices and enters my field of vision. If beans and fruits can be combined to make users achieve the ultimate goal of recipes with as few operations as possible, plus the current screening of classified recipes (the best comprehensive, the most collected and the most done), it will be excellent.

From the classification icon, the classification icon of bean and fruit food is in the upper left corner, and you can’t see what this icon is for at a glance. Maybe bean and fruit food is more inclined to let users search for keywords themselves; Go to the kitchen and put the menu classification in the obvious position on the home page, giving users who have no idea a direct entrance choice.

From the use of the scene, the kitchen to join the dormitory, banquet, picnic and other scenes. Considering the poor cooking materials of the student party in the dormitory, it is also a large number of users. Bean and fruit food also has scenes such as two-person world and moon meal, but it doesn’t seem to be so intuitive.

(4) E-commerce

1) the whole

The top line of the above picture is the e-commerce interface of bean and fruit food, and the bottom line is the e-commerce interface of the kitchen.

From the layout of the interface, they are all up and down, and all the elements are classification, recommendation (store or commodity), theme or special show, and the above the fold interface has advertisements for its main products. The advertising area in the kitchen is too large.

The search function of bean and fruit food is repetitive, and the jump interface is the same after operation. I feel that it is enough to leave one in the upper right corner and the upper middle of the screen.

From the way of classification, it seems similar, but it has different emphasis. The secondary menu of bean and fruit food is a little small, so it is not easy to choose accurately. The classification of bean and fruit food includes semi-finished products, grain and oil seasoning, baked chefs, snack foods, selected fresh foods, imported foods, drinks and tea, kitchen appliances and many other categories. Among them, the semi-finished products are placed in the first place in the classification label, which is enough to show that the bean and fruit food attaches importance to the sales of semi-finished products. The market in the kitchen is divided into baking, fresh fruits and vegetables, utensils, convenience foods, imported foods, condiments and other categories, and the categories are also very complete. The kitchen also operates UGC’s gourmet products, aiming at small freshness and long tail.

From the product interface, the typesetting of the product description in the kitchen is more comfortable, the text is large, and there is a link to introduce it. The author opened the label of convenience food at will, and even saw the rice noodles of Funiutang, and the story of Funiutang was also in it, which opened Mr. Snail Powder at will and increased his knowledge of Snail Powder. Sometimes it may be important to evaluate, but the introduction information of the product before buying is also a key factor to determine whether you are interested in this product. Bean and fruit food is similar to the goods and introduction of Taobao interface, focusing on the evaluation and authority of the store (authentic guarantee, direct supply of origin, after-sales guarantee, authoritative supervision and so on).

Regarding the payment method, Douguo Cuisine supports Alipay, WeChat, Apple Pay and UnionPay card. The kitchen supports Alipay and WeChat payment, and no other entrance has been opened.

It is worth noting that in personalized recommendation, Douguo Cuisine will recommend ingredients according to a person’s collected recipes, and will also recommend your promotional products (I don’t know if the order of promotional products is personalized). At this point, the kitchen is a way to recommend good shops and give users more choices.

In addition, among the hot topics in the kitchen, early adopters need members’ points, and members’ points need to buy products on the platform. There are points thresholds and rules, which stimulate the purchase desire of users who love early adopters on the platform and stimulate the operation of the entire e-commerce platform. Bean and fruit food is to use the countdown to snap up to lure impulsive users, which seems to be less creative than other e-commerce companies.

(5) Purchase process

Douguo gourmet

Xia kitchen

Compared with the kitchen, Douguo Cuisine now supports more payment methods. Besides Alipay and WeChat payment, it also supports UnionPay card payment (including credit card and savings card) and Douguo wallet. But at present, the bean and fruit wallet comes from the appreciation gained by uploading works. There are coupons for both products, but there are no coupons for the first order of Douguo Cuisine. New users in the kitchen will get two coupons to encourage them to place orders (but the deadline is three months, which is a bit long, and users will forget it).

(6) community

Both the kitchen and the bean-and-fruit food are classified into communities. The above one is a community of bean-and-fruit food, which is called circle; The following is a community in the kitchen, called mailbox.

For bean and fruit food, you can choose to join the circle you are interested in, or read the post directly. Except for the first three circles, the names of the circles may not have such a strong purpose. Only by clicking in can you know what is written in them, usually the cooking and cooking stories written by users. You can comment or pay attention to a user, but there is no private message function, and the interaction is based on openness, so the sociality is not so strong.

For the kitchen, there is nothing in the mailbox without adding a kitchen friend, which plays the role of feedback. The surrounding area, market discussion area and offline kitchen friends’ club are hidden in the upper right corner, presumably in order to concentrate on communicating with kitchen friends instead of chatting in groups. However, the interaction between the users on the platform and the kitchen is enhanced.

Going to the kitchen guides offline interaction through positioning. Independent of the discussion group, it is speculated that it may be easier for the kitchen friends around to learn cooking offline, and encourage and facilitate the offline communication of users. Including the Kitchen Friends Society, it also guides online users to the offline. For Douguo cuisine, there are indeed some experience stores in some cities, but they have not yet become large-scale. Before they become large-scale, it is suggested to establish more offline activities to make fans from all over the world form a scale and promote the formation of offline experience stores.

(7) Login interface

1) Registration process

• Bean and fruit food: register → fill in the mobile phone number, get the verification code, fill in the verification code → fill in the nickname, set the password → enter the homepage.
• Go to the kitchen: register → fill in the mobile phone number, get the verification code → confirm the number and send a message → fill in the verification code, set the password → improve the nickname and avatar, and finish → enter the home page.

In terms of the number of overall process steps, there will be multiple steps of verification and confirmation in the kitchen, but there is no step of setting nicknames in the kitchen. After registration, they all go to the personal information interface. You can consider going to the home page to make a guide for users to use it for the first time.

2) Login process

The login process includes entering the mobile phone number/email address and password to log in. Both products support QQ, Sina Weibo third-party login, Douguo Cuisine supports WeChat login, and the kitchen supports Douban login, which is the difference between the two third-party login.

For accounts with third-party login mode, you can find the mobile phone number or email address, and there is no need to improve the mobile phone number or email address information.

For the account with wrong password, there is no hint of wrong password for Douguo Gourmet, but there is a hint of password mismatch in the kitchen.

Temporary login: the kitchen supports temporary login of SMS verification code, which is a bit cumbersome, but it does not support WeChat login for the time being, which is also a transitional way. It is suggested that temporary SMS login can be removed after supporting WeChat login.

(8) Design comparison of food search function

In terms of classification and layout, the search of bean and fruit food is classified into three categories: menu, user and commodity. The default is menu, and there are three categories under the search box, which has a friendly interface. The kitchen is divided into three categories: recipes, kitchen friends and menus. The menus are uploaded by users, which have more social attributes than bean and fruit food, and bean and fruit food has more e-commerce attributes than the kitchen.

In the related search display, the bean and fruit food search broccoli got more related searches.

1. Accurate advertising

There are generally three positions for advertising in the kitchen: one is to start the interface. Recently, electrical appliances and snacks are more common, and their own platforms are operated, which is equivalent to advertising themselves; Second, it is placed on the lower side of the homepage of the recipe. At present, it is mainly the baking college competition and the soft text of milk powder. There may be soft text advertisements of e-commerce companies such as Tmall, and some activities belong to their own platforms; The third is the advertisement of ingredients or tools in the menu.

2. E-commerce sharing

(1) E-commerce commission mode of cooperation with C-side sellers

Different from e-commerce platforms such as Taobao, the market is the beginning of long-tail categories, which are short-boards sold on Taobao. Taobao’s comments on food are different from clothes, and users often can’t give detailed, vivid and rich comments, which makes it difficult for users to directly make purchase decisions on unfamiliar foods through comments. Therefore, Taobao’s decision-making system can’t well bear the long-tail food of the minority in the kitchen and housing market, which provides opportunities for the vertical product of the food community.

Most of the businesses in the city are consumers. What is more distinctive is that many businesses sell homemade food, coupled with a strong description of "literary style" and word-of-mouth publicity from the community, forming a unique vertical e-commerce for food products.

(2) Cooperate with B-side merchants

Earn traffic commission by cooperating with electrical appliances merchants; Promote the e-commerce of other big brands through some soft-text advertisements.

3. Peripheral consumer goods

The kitchen and the platform’s gourmet experts cooperate to publish food books, and earn commissions in the form of food writers and e-commerce.

1. Accurate advertising

There are generally three positions in the advertisement of bean and fruit food: one is the start page, and the pop-up advertisement on the home page after the start page, which is the activity advertisement of most cooperative businesses; Second, the advertisements of other well-known e-commerce companies in the home menu list (JD.COM, Tmall, etc.); The third is the advertisement of ingredients in the menu.

2. E-commerce sharing

There are B-end merchants and C-end merchants in the purchased goods. Similar to the kitchen, we earn commissions by cooperating with B-end merchants and earning platform profits by certifying C-end merchants.

3. offline experience store activities

By organizing experience activities offline, periodic activities will teach you how to make delicious dishes, create an offline fan economy, create a good reputation, and realize online diversion of offline activities.

4. Data output

By analyzing users’ behaviors and excavating the shopping habits of mainstream users, it is beneficial for kitchen appliances manufacturers to design products and for technology companies to monitor the indicators of health management software.

From the initial positioning point of view, Douguo Cuisine and Kitchen are both from the category of gourmet cookbooks, and they have similar basic functions of cookbooks, which is the basic condition for gathering users, making the user attributes of the two products somewhat homogeneous.

From the main business point of view, bean and fruit food and kitchen both include recipes, vertical e-commerce and social elements.

But from the menu function, the interactive experience of bean and fruit food is better. One-click purchase, comment barrage, learn to take photos and collect in the form of floating window, so that users can purchase, comment, transmit works and collect no matter where they go to the menu. The effect of hanging window is different from the display mode of bottom navigation, which is more in line with the display mode of secondary menu. However, there are many options for hanging windows, which are not centralized and easily distract users’ attention. We can consider reducing the options in hanging windows. It is suggested that only one-click purchase, comment and collection should be left, and comments should be placed at the end of the article. Only after learning to do this dish will there be a need to upload works. Therefore, it does not belong to the demand of high frequency, and it is more appropriate to put it at the end of the article.

Comparatively speaking, the interface font of the kitchen is relatively large. At the bottom of the menu are options similar to the navigation at the bottom of the home page, including collection, (one-click purchase), adding menus, and the lack of boundaries between options in interaction is not so smooth. The food basket and the menu are a little repetitive, and the menu is a little repetitive with the collection. The menu belongs to the collection, but there is an option of classification. It is suggested to simplify the hierarchical relationship of this part and classify the recipes in your collection.

From the perspective of business model, advertising revenue and e-commerce cooperation revenue are the similarities of their profits.

From slogan’s point of view, the "opening a delicious life" of bean and fruit food and the "only food and love can’t live up to it" in the kitchen are more literary and artistic, which is in line with the writing habits of young literary and artistic groups. Later propaganda can also start from the stories of food and love of such groups; Bean and fruit food is universal, simple and easy to understand, and can be accepted by food lovers of any age, but it is also easy to forget and exclusive.

From the development direction, the lower kitchen is biased towards social elements, and the bean and fruit cuisine is biased towards the construction of smart kitchens. At present, the kitchen has been able to interact with the surrounding kitchen friends based on LBS positioning, private messages, attention, and even check the other’s friends, offline dinners and other deep social factors, while the bean and fruit cuisine is still in the process of establishing a weak relationship and has not built deep social elements. The focus of bean and fruit food is to cooperate with kitchen appliance companies to build smart kitchens. The difference in strategic direction may make the target customers of the kitchen and the bean and fruit food different.

From the business model, bean and fruit foods tend to export big data, and cooperate with kitchen and electrical enterprises to form a new economy of smart kitchen. The core is to provide consumers with intelligent interactive experience, and beans and fruits provide content to promote brand marketing. The kitchen seems to cooperate with fresh e-commerce, and wants to improve the shortcomings of its fresh e-commerce in the supply chain and logistics providers. This also makes the two different. The cultivation of bean and fruit food for food eating white can start from the smart kitchen, attract a large number of peripheral users, go to the kitchen to deepen community users and improve the fresh e-commerce market.

1. Cut into the live broadcast platform to help social elements.

Learn from the live nom made by the founder of YouTube, take food as the theme, and decentralize it, so that every user has the opportunity to share his own food story (which may be related to travel), and can broadcast the process of making a certain food, enjoy the food, how to run a restaurant, or any story related to food. You can cooperate with the big names in the food industry, or with the stars who like to bask in food, so as to increase the entertainment and authority of the live broadcast. （nom）

2. Increase the search portal of mainstream social media and recommend more friends who love food.

At present, the bean and fruit food is in the format of sharing pictures, and the pictures are shared with other social media in the form of text and QR code, thus achieving the function of drainage. However, it may be more intuitive if we share our works on Douguo in the form of articles with an attractive title, and add the entrance to download and open the Douguo gourmet APP in the article.

In addition, from the perspective of content operators, at present, Douguo cuisine supports the menu in the form of video, but does not support sharing. You can consider sharing the intuitive and beautiful things (fine articles+fine videos) in the form of articles, which will have a great influence according to seasons and hot events.

3. Add scene elements

Some scenes can be designed according to the living conditions of users of some mainstream age groups to attract the user groups in this scene. For example, keywords such as dormitory, light meals at work and weekends are added to remind users that "Hey, even if you don’t have perfect kitchen utensils and environment, you still have the right to enjoy a gourmet life ~" "Hey, friend! Let’s cook a new dish at the weekend ~ "(Sorted)

If you have a healthy diet card, you can consider diverting users and operating a universally recognized organic field. This operation may be troublesome. If you think about it in the long run, you can first lay out the layout from the perspective of finding a partner.

Considering that the development direction of bean and fruit food tends to cooperate with kitchen electrical appliances enterprises to launch the life concept of smart kitchen, there should not be only fast food and dry goods for semi-finished modules, because it does not meet the requirements of ordinary users for three meals and the pursuit of nutrition. It is suggested to add some scenes, such as the recommendation of a basket of ingredients in the autumn essential weekly recipe, packaging semi-finished products according to the ingredients in the recipe, and trying to don’t make them think.

For the ingredients that need to be reprocessed by users, we can consider indicating the commonly used dishes and how to deal with them on the packaging, so as to provide sufficient food service for Xiaobai users. In this respect, we can consider cooperating with fresh logistics enterprises such as Shunfeng to build fast delivery of semi-finished products with fresh quality.

4. Add sharing economic elements.

At present, the users of bean and fruit food are concentrated in super-first-tier cities and first-tier cities, and the economic base is middle class. We can try to use the sharing economy, such as renting picnic tools, kitchen space, and cooking local food in middle school during the trip, which is a good starting point for the lower middle class or the student party.

1. Drainage: Providing venues for domestic online food programs.

There is no doubt that the popularity of "Tip of the Tongue 2" has also ignited bean and fruit food, but because "Tip of the Tongue 2" is a TV program, the age difference of the audience involved will be relatively large. It is a good choice to invest in a well-known domestic food network program for bean and fruit cuisine whose main users are 25-35 years old.

The form of investment is not limited to simple sponsorship, but can be considered to provide a venue to make travel and food together.

2. Drainage and activation: cooperation with local folk markets.

If the number and scale of offline experience stores of Douguo are not yet mature, we can consider cooperating with private markets, such as Beijing’s organic farmers’ market, "Wood Eating Tok", etc., and we can consider gathering e-commerce companies to do offline activities to supplement the modular needs of these centralized users for semi-finished products and gourmet classes.

3. Promotion and retention: LBS positioning function is added to make social interaction high-frequency.

The surrounding modules of the kitchen are crowded with foodies who know their distance, but there may be no clear business model to cut into the social module of the gourmet APP because of lack of organization. You can consider adding labels of personal information, such as personality, food and other habit nodes, starting from personal behavior, so that others can know you better, thus generating social relations.

4. Drainage and promotion: Cooperation with WeChat official account, where domestic foodies gather.

Inviting WeChat official account Big V, a domestic foodie gathering, to cooperate, starting with the content, others provide the content, and we provide the platform and e-commerce entrance to form a mutually beneficial and win-win food ecosystem. At present, there have been some authors of the content of bean and fruit food who have drained it from their personal WeChat official account. If we can cooperate with similar large-scale food, we can make the bean and fruit food have enough traffic entry in WeChat WeChat official account and import it into the bean and fruit food, which will be considered as mutual benefit and win-win.

Specific ways can be achieved by adding "Welcome to join the Douguo Food Community to buy a basket of ingredients and know more about eating" and other graphics and links at the back of WeChat official account Da V’s article, so as to achieve the purpose of drainage.

Further, we can set up an offline activity community centered on gourmet experts, so that the whole community of bean and fruit food can be divided. Users will choose communities based on their preference for eating (the main factor) and their preference for age and education (the secondary factor), which will be conducive to online and offline activity after being divided into small communities.

　

Author: Turing, a sentimental Internet practitioner, Aspen, WeChat official account: focusing on small emotions for several years.

This article was originally published by @Turing. Everyone is a product manager. Reprinting is prohibited without permission.

　　Xinhua News Agency, Beijing, April 25th

　　Speech at the Symposium on Network Security and Informatization

　　(April 19, 2016)

　　Supreme leader

　　Today, we hold a symposium on network security and informatization. I’ve always wanted to have this meeting. Since the 18th National Congress of the Communist Party of China, China’s Internet industry has developed rapidly, and the work of network security and informatization has been solidly promoted, with remarkable progress and achievements. At the same time, there are also many shortcomings and problems. The purpose of holding this symposium is to listen to your opinions and suggestions face to face and discuss some measures and methods together, so as to help us do our work better.

　　Just now, several comrades spoke very well, analyzed the new situation and new trend of the current Internet development, introduced the new technology and new trend of informatization development, and put forward good opinions and suggestions, which was very enlightening. Your speech reflects a pragmatic attitude, innovative spirit and strong sense of responsibility, and also reflects a high level of theory and practice in the Internet field, which is very helpful for us to improve our work. Relevant departments should carefully study everyone’s opinions and suggestions and try to absorb what they can. Below, I would like to make a few comments and share with you.

　　The first question is about promoting the development of China’s online information industry and making the Internet better benefit the people.

　　After listening to everyone’s speeches, I have a general feeling that although China is a latecomer to the Internet and has only been connected to the Internet for more than 20 years, we have correctly handled the relationship between security and development, openness and autonomy, management and service, and promoted the development of the Internet and made remarkable achievements. Nowadays, the Internet has increasingly become a new space for people to study, work and live, and a new platform for obtaining public services. There are 700 million netizens in our country, which is an amazing number and an amazing achievement.

　　Judging from the history of social development, human beings have experienced agricultural revolution, industrial revolution and information revolution. The agricultural revolution has enhanced the survival ability of human beings, making them move from eating and hunting to planting and raising animals, and from barbarism to civilized society. The industrial revolution expanded human physical strength, replaced manpower with machines, and replaced manual production in individual workshops with large-scale factory production. The information revolution has enhanced human brain power, brought about another qualitative leap in productivity, and had a profound impact on the development of international politics, economy, culture, society, ecology, military and other fields.

　　At present and in the future, the goal of China’s development is to achieve the goal of "two hundred years". As I said, building a prosperous, strong, democratic, civilized and harmonious socialist modern country and realizing the great rejuvenation of the Chinese nation is the greatest dream of the people of China since the Opium War and the highest and fundamental interests of the Chinese nation. Today, all the struggles of more than 1.3 billion people are ultimately aimed at achieving this great goal.

　　China used to be an economic power in the world. Later, during the period of industrial revolution in Europe and profound changes in the world, it lost the historical opportunity to make progress with the world and gradually fell into a passive position. Especially after the Opium War, the Chinese nation was trapped in a tragic situation of being poor and weak and being trampled upon by others. Think of this period of history, we all have unforgettable pain in our hearts. Through the efforts of several generations, we have never been so close to the goal of realizing the great rejuvenation of the Chinese nation as we are today, and we have never been more confident and capable of realizing the great rejuvenation of the Chinese nation as we are today. This is an important historical opportunity for the Chinese nation. We must seize it firmly and never miss it. This is the historical responsibility of our generation, our responsibility to the Chinese nation, our responsibility to our predecessors and our responsibility to future generations.

　　The Fifth Plenary Session of the 18th CPC Central Committee put forward a new development concept of innovation, coordination, green, openness and sharing, which was put forward on the basis of profoundly summarizing the development experience and lessons at home and abroad and deeply analyzing the development trend at home and abroad, and reflected our party’s new understanding of the law of China’s economic and social development. Promoting China’s economic and social development according to the new development concept is the general requirement and general trend of China’s development at present and in the future. The ancients said: "at any time, you can make contributions because of your capital, and you can profit from it with the power of all things." The development of China’s network information industry should adapt to this general trend. Generally speaking, the network letter business represents new productive forces and new development direction, and it should and can take the lead in practicing the new development concept.

　　China’s economic development has entered a new normal, and the new normal needs new impetus. The Internet can do a lot in this respect. We implemented the "internet plus" action plan, which led to the upsurge of innovation and entrepreneurship in the whole society, and the proportion of information economy in China’s GDP continued to rise. In today’s world, informatization is developing rapidly. If you don’t advance, you will retreat, and if you advance slowly, you will retreat. We should strengthen the construction of information infrastructure, strengthen the deep integration of information resources, and open up the information "artery" of economic and social development. The Fifth Plenary Session of the 18th CPC Central Committee and the Outline of the 13th Five-Year Plan all made arrangements for the implementation of the strategy of strengthening the country by network, the "internet plus" action plan, the big data strategy, etc. We should earnestly implement them, make great efforts to promote the deep integration and development of the Internet and the real economy, use information flow to drive the technology flow, capital flow, talent flow and material flow, promote the optimization of resource allocation, promote the improvement of total factor productivity, and play an active role in promoting innovation and development, transforming the mode of economic development and adjusting the economic structure.

　　In order to develop the network information business, we must implement the people-centered development thought. This is an important viewpoint put forward by the Fifth Plenary Session of the 18th CPC Central Committee. It is necessary to adapt to the people’s expectations and needs, speed up the popularization of information services, reduce the application cost, provide useful, affordable and well-used information services for the people, and let hundreds of millions of people have more sense of sharing the fruits of Internet development. Compared with cities, rural Internet infrastructure construction is our shortcoming. It is necessary to increase investment, accelerate the pace of rural Internet construction, and expand the effective coverage of optical fiber networks and broadband networks in rural areas. We can do a good job in the deep integration of informationization and industrialization, develop intelligent manufacturing, and drive more people to innovate and start businesses; We can aim at the main direction of agricultural modernization, improve the level of agricultural production intelligence and network management, and help farmers increase their income; We can give full play to the advantages of the Internet and implement "Internet+education", "Internet+medical care" and "internet plus culture" to promote the equalization of basic public services; We can give full play to the role of the Internet in boosting poverty alleviation, promote accurate poverty alleviation and poverty alleviation, let more people in need use the Internet, let agricultural products go out of the countryside through the Internet, and let children in ravines receive quality education; We can speed up the promotion of e-government, encourage government departments at all levels to break down information barriers, improve service efficiency, let people run less errands and more information, and solve the problems of difficulty, slowness and complexity, and so on.There are many things to do in these aspects, and some Internet companies have made attempts and achieved good economic and social benefits.

　　Some experts have pointed out that there are some problems in our national governance, such as information sharing, overall planning of resources and insufficient coordination of work, which restrict the efficiency of national governance and the level of public services. This problem needs to be studied in depth. We propose to promote the modernization of the national governance system and governance capacity. Information is an important basis for national governance and should play an important role in this process. It is necessary to promote the modernization of the national governance system and governance capacity by informationization, coordinate the development of e-government, build an integrated online service platform, promote the construction of new smart cities by classification, break through information barriers, build a national information resource sharing system, and better use information technology to perceive social situations, smooth communication channels, and assist scientific decision-making.

　　The second question is about building a good network ecology and giving full play to the role of the network in guiding public opinion and reflecting public opinion.

　　Internet is a social information platform, where hundreds of millions of netizens get information and exchange information, which will have an important impact on their ways of seeking knowledge, ways of thinking and values, especially on their views on the country, society, work and life.

　　To achieve the goal of "two hundred years", all aspects of society need to work together, and people of all ethnic groups in the country need to think in one place and work hard in one place. If a society has no common ideals, goals and values, and it is noisy all day, nothing can be done. There are more than 1.3 billion people in our country. If such a situation is created, it will not be in the interests of the people or the country.

　　It is not easy to build consensus, so we should work together. In order to achieve our goal, concentric circles should be formed online and offline. What are concentric circles? It is under the leadership of the Party that people of all ethnic groups throughout the country are mobilized, and the enthusiasm of all parties is mobilized to work together to realize the Chinese dream of the great rejuvenation of the Chinese nation.

　　The ancients said: "Those who know the house leaks are in the world, and those who know the political loss are in the grass." Many netizens call themselves "grass roots", and the network is now a "grass field". Netizens come from ordinary people, and when ordinary people go online, public opinion goes online. Where the masses are, our leading cadres will go, otherwise how can we contact the masses? Party and government organs and leading cadres at all levels should learn to follow the mass line through the Internet, often surf the Internet, dive, chat and make noises, understand what the masses think and wish, collect good ideas and suggestions, and actively respond to netizens’ concerns and doubts. Being good at using the internet to understand public opinion and carry out work is the basic skill for leading cadres to do a good job under the new situation. Cadres at all levels, especially leading cadres, must constantly improve this ability.

　　Most netizens are ordinary people, coming from all directions, with different experiences, and their views and ideas are certainly varied. They cannot be required to be so accurate and right about all issues. We should be more tolerant and patient, absorb constructive opinions in time, help difficulties in time, announce and introduce those who don’t know the situation in time, clear up vague understanding in time, resolve grievances and complaints in time, and guide and correct wrong views in time, so that the Internet can become a new platform for us to communicate with the masses, a new way to understand the masses, get close to them and solve problems for them, and a new channel to carry forward people’s democracy and accept people’s supervision.

　　Cyberspace is the common spiritual home of hundreds of millions of people. Cyberspace is clear and the ecology is good, which is in line with the interests of the people. Cyberspace is smoky and ecological deterioration, which is not in the interests of the people. No one wants to live in a space full of falsehood, fraud, attack, abuse, terror, pornography and violence. The internet is not a place of extra-legality. Use the Internet to advocate the overthrow of state power, incite religious extremism, propagate ethnic separatist ideas, instigate violent terrorist activities, and so on. Such acts must be resolutely stopped and cracked down, and they must never be allowed to prevail. Using the Internet to engage in fraudulent activities, disseminate pornographic materials, conduct personal attacks, peddle illegal items, and so on, such words and deeds should also be resolutely controlled and must not be allowed to prevail. No country will allow such behavior to spread. In the attitude of being responsible to the society and the people, we should strengthen the governance of cyberspace according to law, strengthen the construction of online content, strengthen positive online publicity, cultivate a positive, healthy and upward-oriented online culture, nourish people’s hearts and society with socialist core values and outstanding achievements of human civilization, and achieve full positive energy and high main melody, so as to create a clean and upright cyberspace for the majority of netizens, especially teenagers.

　　The formation of a good online public opinion atmosphere does not mean that there can only be one voice and one tone, but that it is impossible to gossip, reverse black and white, create rumors and commit crimes, and not exceed the constitutional and legal boundaries. I have repeatedly stressed that an important means to put power into the cage of the system is to play the role of public opinion supervision, including Internet supervision. Party and government organs and leading cadres at all levels should pay special attention to this, and first of all, they should do a good job. We should not only welcome those well-intentioned criticisms on the Internet, but also carefully study and learn from them, whether they are directed at the work of the Party and the government or at leading cadres, whether they are gentle and gentle or sincere advice that is hard to listen to.

　　The third question is about making breakthroughs in core technologies as soon as possible.

　　Over the past 20 years, the remarkable achievements of China’s Internet development include a number of technical achievements. At present, among the top 10 Internet companies in the world, we have 4 seats. During the second world internet conference, I went to see the "Light of the Internet" Expo. Among the more than 1,000 new technologies and achievements exhibited by more than 250 enterprises from all over the world, we also accounted for a lot, which was gratifying. At the same time, we should also see that compared with the advanced world level and the strategic goal of building a network power, we still have a big gap in many aspects, especially in the aspects of Internet innovation ability, infrastructure construction, information resource sharing and industrial strength, among which the biggest gap is in core technology.

　　The core technology of the Internet is our biggest "life gate", and the core technology is subject to people, which is our biggest hidden danger. Even if an Internet company is large in scale and high in market value, if its core components are heavily dependent on foreign countries and the "life gate" of the supply chain is in the hands of others, it is like building a house on the foundation of someone else’s wall. No matter how big and beautiful it is, it may not stand the wind and rain, or even be vulnerable. If we want to master the initiative of China’s Internet development, and ensure Internet security and national security, we must break through the difficult problem of core technology and strive to achieve "overtaking in corners" in some fields and aspects.

　　To make a breakthrough in core technology, we must have determination, perseverance and focus. To be determined, we should establish the ambition of tenacious struggle and hard work, unswervingly implement the innovation-driven development strategy, invest more manpower, material resources and financial resources in core technology research and development, gather elite forces and make strategic arrangements. Perseverance means to formulate a strategic outline for the development of core technologies and equipment in the information field, formulate road maps, timetables and task books, define short-term, medium-term and long-term goals, follow technical laws, advance in stages, classify and maintain that Qingshan will not relax. To have a focus is to base ourselves on China’s national conditions, face the world’s scientific and technological frontier, face the country’s major needs, face the main battlefield of the national economy, closely focus on climbing the strategic commanding heights, strengthen the deployment of tasks in important areas and key links, and make clear the direction and focus. Otherwise, a lot of money and resources have been spent, and it will be difficult to achieve results in the end.

　　What is the core technology? I think we can grasp it from three aspects. First, basic technology and general technology. The second is asymmetric technology and "killer" technology. The third is cutting-edge technology and subversive technology. In these fields, we are at the same starting line as foreign countries. If we can deploy ahead of time and focus on tackling key problems, it is very likely to realize the transformation from running with each other to running with each other. Entrepreneurs, experts, scholars and scientific and technological personnel in the field of network information in China should set up this ambition, strive for this tone, and strive to make new major breakthroughs in core technologies as soon as possible. As the saying goes, "every day, you are not afraid of thousands of miles; Do it often, not afraid of thousands of things. "

　　China’s information technology industry system is relatively perfect and has a good foundation. In some areas, it has approached or reached the advanced level in the world, and the market space is very large. The key is to clear up our thinking and do it down to earth.

　　First, correctly handle the relationship between openness and autonomy. The Internet has turned the world into a global village, pushing the international community to become a community of destiny with you and me. Now, there is a view that the Internet is complex and difficult to govern, so it is better to close it once and for all. This statement is not correct, nor is it the solution to the problem. The open door of China cannot be closed, nor will it be closed. We should encourage and support China’s online information enterprises to go global, deepen international exchanges and cooperation on the Internet, actively participate in the construction of the Belt and Road Initiative, and ensure that "where national interests lie, informatization will cover them". Foreign Internet companies are welcome as long as they abide by Chinese laws and regulations.

　　Now, there are two views on technological development that deserve attention. One view is that we should close the door, start a new stove, completely get rid of dependence on foreign technology, and seek development by independent innovation, otherwise we will always run behind others and never catch up. Another view is that we should open up and innovate and develop our own technology on the shoulders of giants, otherwise we will not catch up. Both of these views have some truth, but they are also absolute, and there is no dialectical view of the problem. On the one hand, the core technology is the heavy weapon of the country, and the most critical and core technology should be based on independent innovation and self-reliance. The market can’t change the core technology, and money can’t buy the core technology. We must rely on our own research and development and development. On the other hand, we emphasize independent innovation, instead of engaging in R&D behind closed doors, we must persist in open innovation, and we can only know the gap if we compete with experts, and we can’t be arrogant.

　　We will not reject any new technology, which is the result of the development of human civilization. As long as it is conducive to improving the level of social productivity and improving people’s lives, we will not reject it. The problem is to find out what can be imported but must be safe and controllable, which can be imported, digested and re-innovated, which can be developed in cooperation with others, and which must be independently innovated on their own. The root of the core technology is the basic research. If the basic research is not done well, the applied technology will become a passive water and a tree without roots.

　　Second, concentrate on doing great things in scientific research investment. In recent years, we have invested a lot of money in core technology research and development, but the effect is not obvious. I think the main problem is that good steel is not used in the blade. We should focus on the core technology that the country urgently needs to break through, clench our fists and persevere.

　　Third, actively promote the transformation of core technological achievements. To develop technology, we must use it. In the field of global information, the ability to integrate innovation chain, industrial chain and value chain is increasingly becoming the key to success. The final result of core technology research and development should not only be technical reports, scientific research papers and laboratory samples, but also be market products, technical strength and industrial strength. The core technology is separated from its industrial chain, value chain and ecosystem, and the upstream and downstream are not connected, so it may be a waste of time.

　　Scientific research and economy cannot be "two skins", and efforts should be made to promote the transformation and industrialization of core technological achievements. After a certain range of argumentation, what should be used should be used It is natural that some problems appear in the application of new technologies and new products introduced by ourselves. Can continue to improve in the process of use, and constantly improve the quality. If everyone doesn’t use it, it’s just to report a project and finish the report, and then put it on the shelf, it will never develop.

　　Fourth, promote strong alliances and collaborative research. To fight the tough battle of core technology research and development, we should not only blow up the assault number, but also blow up the assembly number, that is, we should gather the strongest forces to work together to form the commando and special forces that tackle key problems. There is a great gap between us and the international advanced level in core technology. One prominent reason is that our backbone enterprises have not formed synergistic effects like Microsoft, Intel, Google and Apple. There is a so-called "Wentailai" alliance in the United States, and Microsoft’s Windows operating system only matches Intel’s chips. In the research and development of core technology, the effect of strong alliance is better than single-handedly, and some measures should be taken in this regard to completely get rid of the shackles of departmental interests and portal opinions. Holding the idea that it is better to be the head of a chicken than the tail of a phoenix, and holding the idea that you own one acre and three points of land, it is difficult to achieve results.

　　Some comrades’ suggestions on forming Industry-University-Research’s use alliance are very good. For example, "internet plus" alliance and high-end chip alliance can be formed to strengthen communication and cooperation in strategy, technology, standards, market, etc., and cooperate with innovation to tackle key problems. We can explore ways to unveil the list and put out the key core technology projects we need. No matter where the hero comes from, whoever has the ability will unveil the list. In this regard, it is necessary to play the role of both state-owned enterprises and private enterprises, or they can work together. We can also explore a closer capital-based cooperation mechanism, set up a core technology research and development investment company, give full play to the advantages of leading enterprises, and promote the development of small and medium-sized enterprises, which will not only solve the problem of technology popularization and application in upstream enterprises, but also solve the problem of "lack of core and soul" in downstream enterprises.

　　The fourth question is about correctly handling the relationship between security and development.

　　Network security and informatization complement each other. Security is the premise of development, development is the guarantee of security, and security and development should be promoted simultaneously. We must realize that through the ages, many technologies are "double-edged swords". On the one hand, they can benefit society and people, on the other hand, they can also be used by some people to harm social public interests and people’s interests. From a global perspective, the threats and risks of network security are increasingly prominent, and they are increasingly penetrating into political, economic, cultural, social, ecological, national defense and other fields. In particular, the country’s key information infrastructure is facing great risks, and the network security prevention and control ability is weak, so it is difficult to effectively deal with national and organized high-intensity cyber attacks. This is a difficult problem for all countries in the world, and we are no exception.

　　In the face of the complicated and severe network security situation, we should keep a clear head, make concerted efforts in all aspects, and earnestly safeguard network security.

　　First, establish a correct concept of network security. Ideas determine actions. Today’s network security has several main characteristics. First, network security is holistic rather than fragmented. In the information age, network security has a close relationship with national security and many other aspects of security. Second, network security is dynamic rather than static. Information technology is changing faster and faster. In the past, scattered and independent networks have become highly correlated and interdependent, and the threat sources and attack methods of network security are constantly changing. The idea of keeping security forever by installing several security devices and security software is out of date, and it is necessary to establish a dynamic and comprehensive protection concept. Third, network security is open rather than closed. Only based on the open environment, strengthening foreign exchanges, cooperation, interaction and games, and absorbing advanced technologies, will the level of network security be continuously improved. Fourth, network security is relative rather than absolute. There is no absolute security, we should base ourselves on the basic national conditions to ensure security and avoid pursuing absolute security regardless of the cost, which will not only bear a heavy burden, but may even take care of one thing and lose sight of another. Fifth, network security is common rather than isolated. Network security is for the people, and network security depends on the people. Maintaining network security is the common responsibility of the whole society, which requires the joint participation of the government, enterprises, social organizations and the majority of netizens to build a network security defense line. These characteristics should be well grasped by all parties concerned.

　　Second, speed up the construction of a security system for key information infrastructure. The key information infrastructure in the fields of finance, energy, electric power, communication and transportation is the nerve center of economic and social operation, the top priority of network security, and the target that may be attacked. The "physical isolation" defense line can be invaded across the network, the power allocation instruction can be maliciously tampered with, and the financial transaction information can be stolen, all of which are major risk hidden dangers. If it doesn’t go wrong, it will lead to traffic disruption, financial turmoil, power paralysis and other problems, which is very destructive and lethal. We must conduct in-depth research and take effective measures to effectively protect the national key information infrastructure.

　　Third, all-weather and all-round perception of network security situation. Know yourself and know yourself, and you will be invincible. Don’t realize that risk is the biggest risk. Network security has a strong concealment. A technical loophole and security risk may not be discovered for several years. The result is "I don’t know who came in, who is an enemy or a friend, what I did", and I don’t know what I did for a long time. Once something happens, it will happen.

　　To maintain network security, we must first know where the risk is, what kind of risk it is, and when the risk occurs. As the saying goes, "the wise listen to silence, but the wise see the invisible." Perception of network security situation is the most basic and basic work. It is necessary to comprehensively strengthen the network security inspection, find out the family background, recognize the risks, find out the loopholes, report the results, and urge the rectification. It is necessary to establish a unified and efficient network security risk reporting mechanism, information sharing mechanism, judgment and disposal mechanism, and accurately grasp the laws, trends and trends of network security risks. It is necessary to establish a network security information sharing mechanism between the government and enterprises, and use a large amount of network security information held by enterprises. Leading enterprises should take the lead in participating in this mechanism.

　　Some experts have reported that there are departmental interests, industry interests and standard ideas in data opening and information sharing. In this regard, it is necessary to strengthen the demonstration, and the system can be unified to give play to the effect that 1+1 is greater than 2, so as to comprehensively use the data resources mastered by all parties, strengthen the analysis of big data mining, better perceive the network security situation, and do a good job in risk prevention. If this work is done well, it will be beneficial to the country, society, enterprises and the people.

　　Fourth, enhance the ability of network security defense and deterrence. The essence of network security lies in confrontation, and the essence of confrontation lies in the ability contest between offensive and defensive ends. It is necessary to implement the network security responsibility system, formulate network security standards, and clarify the protection objects, protection levels and protection measures. There must be a clear account of which aspects should be heavily guarded and strictly guarded, which aspects should be guaranteed and moderately guarded by local governments, and which aspects should be protected by market forces. People use aircraft cannons, and we still use broadswords and spears here. That’s no good. The offensive and defensive forces should be equal. It is necessary to face technology with technology and manage technology with technology, so that the magic height is one foot and the Tao height is one foot.

　　At present, the cyber security game of big countries is not only a technology game, but also an idea game and a discourse power game. We put forward the "four principles" and "five propositions" of global Internet development and governance, especially our advocacy of respecting network sovereignty and building a community of cyberspace destiny, which has won the approval of most countries in the world.

　　The fifth question is to enhance the sense of mission and responsibility of Internet companies and jointly promote the sustained and healthy development of the Internet.

　　Internet enterprises in China have grown from small to large, from weak to strong, and played an important role in stabilizing growth, promoting employment and benefiting people’s lives. It is not only the goal of entrepreneurs’ struggle, but also the need of national development to make enterprises develop continuously and healthily. The fate of enterprises is closely related to the development of the country. Without the support of the state, the support of the masses, and the service for the country and the people, it is difficult for enterprises to become stronger and bigger.

　　During the National "Two Sessions" this year, when I attended the joint meeting of members of the Democratic National Construction Association and the Federation of Industry and Commerce at the Fourth Session of the 12th Chinese People’s Political Consultative Conference, I emphasized that the implementation of the basic economic system with public ownership as the main body and the common development of various forms of ownership is a major policy established by the Communist Party of China (CPC), an important part of the Socialism with Chinese characteristics system and an inevitable requirement for improving the socialist market economic system. Our party’s view on adhering to the basic economic system is clear and consistent, and it is constantly deepening and has never wavered. This will not change, nor can it change. I not only spoke, but also made my speech public soon, which is to give the entrepreneurs a "reassurance".

　　Our country is so big and has such a large population. To promote economic and social development, we need the concerted efforts of all parties in Qi Xin. The public economy and the non-public economy should complement each other, rather than mutually exclusive and offset each other. Non-public enterprises have become bigger, better and better in the world, making greater contributions to the country and the people, which is the glory of the country. Of course, the party and the government should support it, which is beyond doubt.

　　In China, more than 700 million people access the Internet, which definitely requires management, and this management is very complicated and heavy. Enterprises should bear the responsibility of enterprises, the party and the government should bear the responsibility of the party and the government, and neither side can give up its responsibility. For online information management, websites should bear the main responsibility, and government administrative departments should strengthen supervision. Competent departments and enterprises should establish close cooperation and coordination, avoid the phenomenon of "chaos once released and death once managed" that often appeared in the past, and embark on a new road of joint management and benign interaction.

　　First, insist on encouraging, supporting and standardizing development in parallel. Enterprises are directly oriented to the market, in the front line of innovation, in the front line of grasping people’s needs, with keen market sense, sensitive innovation demand and strong innovation desire. We should encourage and support enterprises to become the main body of R&D, innovation and industry, encourage and support enterprises to deploy cutting-edge technologies, promote independent innovation of core technologies, create and seize more opportunities, participate in international competition and expand overseas development space.

　　At present, there are also some vicious competition and abuse of market dominance in China’s Internet market, and small and medium-sized enterprises have many opinions on this. In this regard, we should standardize the market order and encourage healthy competition. This is not only conducive to stimulating the innovation vitality of enterprises, enhancing their competitiveness and expanding market space, but also conducive to balancing the interests of all parties, safeguarding national interests and better serving the people. It is necessary to strengthen the protection of intellectual property rights, increase the cost of infringement and illegality, and deter illegal infringement. The Fourth Plenary Session of the 18th CPC Central Committee proposed to improve the property rights protection system with fairness as the core principle, strengthen the protection of property rights of economic organizations and natural persons of various ownership, and clean up the provisions of laws and regulations that violate fairness. These requirements should be put in place as soon as possible.

　　Second, adhere to both policy guidance and legal management. The government should create a good environment for the development of enterprises, accelerate the reform of examination and approval system, financing system and patent system, reduce repeated testing and certification, implement a high-quality and high-price government procurement system, reduce the burden on enterprises and break down institutional and institutional obstacles. After the Third Plenary Session of the 18th CPC Central Committee, the CPC Central Committee set up a leading group for comprehensive deepening reform, with me as the team leader. Many reform programs that have been launched are related to these aspects. Reform should continue, that is, I said we should dare to bite hard bones, venture into dangerous beaches and break through difficulties.

　　At the same time, it is necessary to speed up the process of network legislation, improve regulatory measures according to law, and resolve network risks. Some time ago, the cases of e-renting treasure and Sino-Jin system illegally raised funds under the banner of "network finance", which brought serious property losses to the people concerned and had a very bad social impact. Nowadays, there are more and more cases of online fraud, with innovative means of committing crimes and increasingly high technical content. This also reminds us that when developing new technologies and new businesses, we must be alert to the spread of risks.

　　It is necessary to strengthen the management of big data according to law. Some data related to national interests and national security are in the hands of internet companies, and enterprises should ensure the security of these data. Enterprises should pay attention to data security. If the enterprise has problems in data protection and security, it will also have an adverse impact on its reputation.

　　Third, pay equal attention to economic and social benefits. An enterprise has both economic responsibility and legal responsibility, as well as social responsibility and moral responsibility. The bigger the enterprise does, the greater the social responsibility and moral responsibility, and the higher the public’s requirements for the enterprise in this respect. In the process of development, China’s Internet enterprises have assumed a lot of social responsibilities, which should be fully affirmed and hoped to continue to carry forward.

　　"The line is born in oneself, and the name is born in people." I have said that only caring wealth is truly meaningful wealth, and only enterprises that actively undertake social responsibilities are the most competitive and vital enterprises. Those who run websites should not blindly pursue the click-through rate, those who run online stores should guard against counterfeiting, those who do social platforms should not become rumor spreaders, and those who do search should not only take the amount of money as the ranking standard. It is hoped that the vast number of Internet companies will adhere to the unity of economic and social benefits, and at the same time, while developing themselves, they will think about the source of drinking water, repay the society and benefit the people.

　　The sixth question is to gather talents from all over the world and use them to provide strong talent support for the development of online information.

　　Talent is the first resource. Throughout the ages, talents are the foundation of a rich country and a great plan to prosper the country. As I said, if we want to develop our cause well, we must gather talents from all over the world and use them. If you want to do something big, you must have this vision, this courage and this tolerance.

　　"Those who get people are prosperous, and those who lose people collapse." The competition in cyberspace is, in the final analysis, talent competition. Without an excellent talent team, creativity and vitality, it is difficult to build a powerful network country. Only by studying the classics of talents can we get twice the result with half the effort. For China, capital was scarce in the early stage of reform and opening up, so we introduced many policies to encourage the introduction of capital, such as "two exemptions and three reductions". Now, capital is not so scarce, but talents, especially high-end talents, are still scarce. Our minds should turn around, pay attention to both capital and talents, further increase the intensity of introducing talents, and take further steps to reform the talent system and mechanism. In the field of network information, we can try first, pay close attention to research, and formulate ways to attract, train and retain talents.

　　Internet is a technology-intensive industry, and it is also one of the fastest fields of technology update. The development of China’s network information industry must fully mobilize the enthusiasm, initiative and creativity of entrepreneurs, experts and scholars and scientific and technological personnel. When I worked in Zhengding County in my early years, in order to borrow wisdom from the first-class experts and scholars in China, I specially hired experts and scholars such as Hua Luogeng as consultants for our county, and some of them personally went to Zhengding to guide the work. Entrepreneurs, experts, scholars, and scientific and technological personnel should have national responsibility and social responsibility, and contribute their wisdom and strength to the development of the national network information industry. Party committees and governments at all levels should respect knowledge and talents from the bottom of their hearts, create good conditions, create a relaxed environment and provide a broad platform for talents to play their talents.

　　The internet is mainly the cause of young people, so we should not stick to one pattern to drop talents. We should emancipate our minds, have a good eye for talents, love talents and cherish talents. To cultivate cyber talents, we should make great efforts and invest a lot of money, invite excellent teachers, compile excellent teaching materials, recruit excellent students and build a first-class cyberspace security college. Many talents in the internet field are geeks and wizards. They often don’t follow the general routine and have a lot of whimsy. Treat special talents with special policies, don’t seek perfection and blame, don’t rank according to seniority, and don’t use a ruler to measure them all.

　　It is necessary to adopt special policies, establish a personnel system and a salary system that adapt to the characteristics of online information, and condense outstanding talents into technical departments, research departments and management departments. It is necessary to establish a talent evaluation mechanism that adapts to the characteristics of online information, with actual ability as the measurement standard, not only academic qualifications, not only papers, but also qualifications, highlighting professionalism, innovation and practicality. It is necessary to establish a flexible incentive mechanism for talents, so that those who have made contributions have a sense of accomplishment and gain. It is necessary to explore the scientific research achievements, intellectual property ownership and benefit distribution mechanism in the field of network information, and formulate special policies on talent shareholding, technology shareholding and taxation. In the flow of talents, it is necessary to break the institutional boundaries so that talents can flow smoothly and orderly among the government, enterprises and think tanks. We can also learn from the advantages of the "revolving door" system abroad.

　　China is one of the countries with the largest resources of scientific and technological talents, but it is also a country with serious brain drain, among which there are many top talents. We should have a global vision in talent selection and make great efforts to introduce high-end talents. With the continuous strengthening of China’s comprehensive national strength, talents from many countries also hope to come to China for development. We should follow the trend, reform the supporting system of talent introduction and build a globally competitive talent system. No matter which country or region, as long as they are excellent talents, they can be used by me. Some enterprises and research institutes have already done this work. I went to some enterprises and research institutes and talked with these talents introduced from abroad. In this regard, we should intensify our efforts to continuously improve our ability to allocate human resources around the world.

　　Comrades! This year is the first year of the Thirteenth Five-Year Plan, and network security and informatization are the highlights of the Thirteenth Five-Year Plan period. I hope that comrades will actively participate in the construction of a network power, give full play to the role of entrepreneurs, experts, scholars and technicians in the field of network information, and support them to make greater contributions to the Chinese dream of building a well-off society in an all-round way and realizing the great rejuvenation of the Chinese nation!

Poster of Taiwan Province documentary "Soaring into the Sky" (2015).

Taiwanese drama’s touch of green (2015) poster.

For a long time, there are often only heroes and devils, or heroes and villains, but no one in the war narrative in Chinese-speaking circles. In this narrative, we almost forgot that the war was fought by people. In fact, soldiers, whether friend or foe, like all ordinary people, have some emotions, some dignity, some pride, and a lot of love and concern. In 2015, two video works produced by Taiwan Province-the documentary "Soaring into the Sky" and the TV series "touch of green"-did not stick to the old pattern, which made us see many such ordinary people in the war, and thus let us see the real war, not the myth about it.

The story of "Chongtian" covers the period from the founding of the Kuomintang Air Force to the end of the Anti-Japanese War. Touch of green goes on to tell the story of the Air Force’s journey from the Civil War to its retreat to Taiwan Province. It is almost a historical necessity to "live thousands of tragedies and change a few lines of notes in history" However, these two works run in the opposite direction, re-combing the "love for flying, longing for the sky, and those who hate each other and love each other" from the thin historical notes. Watching "Going to the Sky" is both heartbreaking and exciting, while watching "touch of green" is like being hollowed out bit by bit, and finally you can’t cry or move. During the Anti-Japanese War, the air force’s heroism and tragic look like Phnom Penh embedded in the rumble of war. In the civil war, the same group of people lost their heroism and tragic look. Facing their own rivers and mountains, their own people only saw the distortion and ferocity of the war, and this kind of war is like a mirror that makes people have nowhere to escape, forcing them to look straight at their struggles and even madness.

Both "Soaring into the Sky" and "touch of green" tell the cruelty of war, but the contrast between them shows an extremely profound moral insight: even in a very cruel war, the justice of war purpose (jus ad bellumThe just war recognized in the Charter of the United Nations is only self-defense war and humanitarian intervention authorized by the United Nations) and the justice of war means (jus in belloThe main requirements include prohibiting deliberate attacks on civilians, prohibiting violence against prisoners of war or taking revenge actions, and all the wounded and sick should be cared for and protected; These provisions, mainly concentrated in the Geneva Convention, are still the bottom line of human nature and provide vital protection for people’s natural moral feelings.

I. "Death Training Camp"

After the September 18th Incident, in response to Japan’s full-scale war of aggression against China, the Republic of China established a school for training air force pilots in Jianqiao, Hangzhou (now Jianqiao Town, Jianggan District, Hangzhou) in 1932, namely "Central Aviation School" (hereinafter referred to as "Aviation School"). This is almost a "death training camp", and it’s no secret. Every student approaching the school gate will see the inscription: "Our bodies, planes and bombs should perish together with the enemy, warships and positions." The banner hanging at their graduation ceremony reads: "Strong men will fly in the storm and swear to serve the country and not survive." Yes, for them, death comes quickly. Many of them were shot and crashed while fighting the enemy in the sky.

Others regret it before it soars into the sky. Gao Zhihang, known as the "God of War of the Air Force", learned to fly a plane in France in the 1920s. After returning to China, he worked as an instructor in an aviation school and trained the first generation of China pilots. He shot down several Japanese planes in just three months after the Sino-Japanese war, and was promoted to the position of Colonel Commander of the Air Force Expeller. In November 1937, Gao Zhihang was ordered to go to Lanzhou to receive Soviet aid fighters. After receiving the fighters, according to the order, he led the fighters to fly to Zhoujiakou (now Chuanhui District, Zhoukou City, Henan Province). Stay where you are because of the bad weather. On November 21st, Zhoujiakou Airport received a report that 11 Japanese planes were flying to the airport. He immediately ordered the battle, but by this time the Japanese fighters had flown over the airport. Under the dive bombing of the Japanese plane, Gao Zhihang boarded the plane, and just entered the engine room, he was hit by the shells dropped by the Japanese fighters. When he was killed, his hands were still tightly holding the joystick of the plane, at the age of 30.

They may even die of all kinds of misfortunes. At that time, Liu Cuigang, one of the "Four donkey kong" of the Air Force (the second student of the Aviation School), shot down seven Japanese planes in three months. He is not only a famous flying general, but also an iron bird and an idiot. When pursuing Ms. Xu Xilin, she flew low on the other side’s roof, and she first touched her future mother-in-law by doing flying stunts.

On October 25th, 1937, Liu Cuigang was ordered to lead three planes to cover the Eighth Route Army’s counterattack against Niangziguan. On the 26th, he took two wingmen off from Lishui Airport in Jiangsu and arrived in Luoyang to refuel. At that time, the weather was very bad. He still insisted on taking off and flew near Niangziguan at 8 o’clock that night, but failed to get in touch with the Eighth Route Army by air and decided to fly back to Luoyang. On the way back, the three planes ran out of fuel. Liu Cuigang sent flares to help the two wingmen parachute and insisted on landing. At that time, the national army had less than 300 planes, and one was destroyed and one was less; If the pilot parachutes, the plane will almost certainly be damaged, but if it is successfully forced to land, it may be both man and machine. However, during the forced landing, he crashed into the Kuixing Building in Gaoping (now Gaoping City, Shanxi Province) and died on the spot. He is only 24 years old and has been married to Xu Xilin for one year.

Their death may have gone through many twists and turns, with hope and despair alternating. On April 29th, 1938, Japan sent 54 planes to attack Wuhan, its capital. Chen Huaimin (the fifth student of Aviation School), who had not recovered from the injury, took the place of his sick comrade-in-arms to meet the enemy. At that time, a Japanese plane piloted by Gao Qiao Kenichi, a pilot of the Second Air Force of the Japanese Navy, bit his landline. In the air fight, he was shot and the fuel tank caught fire. Instead of dying, he turned the fuselage and rushed to the enemy plane, which collided. In this fatal collision, he escaped death again: he successfully parachuted during the plane crash. However, he landed on the Yangtze River and fell into the water. After several struggles, I finally failed to get out of danger because of old injuries, new injuries and parachutes. Only 22 years old.

The death notice parcels that appear constantly in "Chongtian", the scene of burning paper and money that reappears repeatedly in "touch of green", the wailing of relatives, and the pilots’ black boxes (which contain their simple lives, such as their small items and various documents) are all reminding people that the deaths of these national pilots come so frequently and suddenly. The cause of death of many people is even unimaginable. However, it was themselves who first reconciled with this fact.

Shortly before Liu Cuigang’s death, he wrote to his wife Xu Xilin: "If I sacrificed my life for my country, it would be my bounden duty … I only hope that you will always remember to meet such a person as me in your life journey." Another pilot, Zhang Dafei (the 12th student of Aviation School), wrote in his diary: "I also went drinking and dancing on vacation now. I’m 26 years old, and I’ve never tasted these things before … Three days ago, my last friend didn’t return home at night, and I knew it was my turn next. I pray, I meditate, and I feel calm inside. "

Death is a moment for them, but their death often brings irreparable pain to the living, throwing the relatives and orphans into the tide of ruthless fate. Treating this aspect of war, there seems to be a strange paradox between Soaring into the Sky and touch of green.

On the one hand,As a TV series, touch of green guards deep realism.. After her husband’s death, his family members will either stay under the umbrella of the village as soon as possible, accept the "handover", marry another soldier under the arrangement of the army, and live a husband-and-wife life of "you don’t like me"; Either walk out of the umbrella of the family village and face the problem that women in that era could not escape alone: "What happened after Nora left?" Not surprisingly, they can’t escape the fate of women running away-selling themselves.

On the other hand,As a documentary, "Soaring into the Sky" tells the story of the idealism that women in reality have personally lived.. After receiving the news of Liu Cuigang’s death, Xu Xilin wrote: "In essence, you are really benevolent and have done your duty as a soldier. But I’m in the middle of nowhere, and I don’t know how to spend my time … You always say that I will spare no effort to run a school after retirement. Now that you have done your best, I have decided to follow your legacy and start with basic education to instill your indomitable spirit in the future youth. " At the end of 1937, Xu Xilin founded Cuigang Primary School in Kunming.

Japanese pilot Gao Qiao Kenichi died in an air fight with Chen Huaimin. A letter and photos just sent to him by his wife Mieko were found among his relics.

Kenichi:

Somehow I always feel uneasy and want to hear from you … I even sometimes think that it is better not to be a pilot’s wife. Being a pilot’s wife always leads a lonely life. So I am sometimes happy and sometimes sad, and my heart is full of tears! Sometimes I can comfort myself when I think that many people have died innocently … and you are still alive, but after three or four days, I am still disheartened! ….. Your family misses you infinitely, and I hope you take good care of yourself. It is not an honor to die alone. I pray you to perform your duties very carefully! The nanny who takes care of the children, after taking a bath for them every day, puts them into the warm bed with great concern, and the children always sleep soundly. These two children live in laughter every day. …

The day before, I watched my brother Chen Huaimin go out of the house and read a letter from Mihui Zi. The twenty-year-old woman actually wrote back to the twenty-year-old woman in the enemy country:

Mrs Gao Qiao, Ms Mieko:

….. I lost my brother’s mood, which made me put myself in your shoes (literally) thinking that you lost Mr. Gao Qiao’s mood, and that the Chinese and Japanese people were so tragically sacrificed under the wrong policies of your warlords! My mother, who only gazed sadly at the careless river and the bleak moonlight, let the painful memories beat her old and broken heartstrings. However, you are young and affectionate, and pieces of cherry blossoms will also arouse acacia. You may be able to think about the fate of mankind from the tragic experience! Brother Huai Min resolutely rammed Gao Qiao’s plane and mutually assured destruction with Gao Qiao. This is not to vent his personal vendetta against Gao Qiao. He and Gao Qiao Jun have no personal enmity. They just crushed themselves on behalf of two different forces … I often miss you. Thinking of your two children who lived in laughter all day, and your disabled and desolate life since then, I wish I could not come to your country immediately to see you in person and share a friendly life with you. I will never hate you for your domestic warlords’ aggression against us. I deeply understand your pain of being oppressed by that crazy warlord … I have to tell you that I hate war. But we in China are fighting against violence, and this kind of war is a war to safeguard justice and humanity. This meaning is different from yours. If your warlord’s brutal behavior towards China and his ambition to occupy China’s territory don’t stop for a day, every Chinese of us, regardless of sex, age and age, will take part in a more violent and intensified struggle, and even if it is shattered, no one will give in …

Chen Nan wrote on May 31, 1938.This letter was published in Wuhan Daily at that time, and it was translated into many languages and spread all over the world. After that, Chen Nan searched for Miyoko in many ways and finally found her in 1990, half a century later. —— Author’s Note)

Second, the debt of conscience in war

Pilots are likely to look down on their own death, because they know that "every take-off may be a farewell, and every landing should be thanked to God". What makes it more difficult for them to let go is the death of others that they saw with their own eyes and even caused with their own hands. In a letter to his girlfriend Qi Bangyuan, Zhang Dafei, a student of the 12th Aviation School, wrote his "victory" like this: "I took off two days ago to search for enemy planes. A plane painted with red sun suddenly appeared in the crack in the clouds directly ahead. I saw the face of the man in the cockpit gently and clearly. Look frightened. I didn’t have time to think about it. I only knew that if I didn’t shoot first, I would die. Up to now, I can’t forget the face of the pilot who fell into the plane. "

For ordinary people, "Do not kill" is the deepest moral law. Soldiers used to be ordinary people, and many soldiers still can’t overcome this heavy moral law when they go to war.. According to the research of American military historian Marshall (1900-1977), 75% of American soldiers who fought in the front line in World War II never fired a gun at the enemy, even though they were facing threats. It seems that they are more afraid of killing people than of being killed themselves. For people with a sound conscience, killing people always seems to kill their own humanity at the same time. Zhang Dafei’s haunting face of Japanese pilots is full of fear, which represents the common conscience debt of soldiers, even though they firmly believe that their actions are just. (For data on the proportion of American soldiers who never fired at the enemy in World War II, see Marshall’s book: Men Against Fire: The Problem of Battle Command, first edition, 1947; The data was later questioned, but in World War II, many American soldiers were afraid to shoot because of moral concerns, which was indeed widespread. —— Author’s Note)

If the conscience debt of killing the enemy can be alleviated by resorting to justice for the purpose of war, another debt may be more difficult to discharge:When the comrades who fought with themselves were desperate, there was nothing they could do..

In June, 1944, American soldier Bill Evan landed in Normandy with his village friend Frederick Jones. When they were marching to a French village, they were attacked by the German army, and the branches scattered by the bomb pierced Jones’ face. More than fifty years later, Bill recalled the scene in a documentary:

Jones kept screaming … All I could see was that the flesh on his face was torn open, the cheekbones were exposed, and the blood kept spraying out … I took out my bandage and wrapped it around his face three times, when I heard the chief shouting, "Ivan, leave him alone, leave him alone! Leave him to the medical team … Get out, get out … "I left him there … I didn’t know until a few years ago that Jones died that day, bleeding to death …" (See World War II: The Last Heroes, 1 Season, Episode 2. —— Author’s Note)

At this point, Bill’s wrinkled cheeks are red, his lips are trembling and his eyes are full of tears: "I feel guilty, I am not smart enough … what I did didn’t help him at all …"

Watching his comrade-in-arms die, Bill still can’t get over it after more than 50 years, and the experience of killing his comrade-in-arms personally made Guo Fan, a pilot in touch of green, almost completely collapse. The Japanese army provoked him. He took two wingmen to meet the enemy and was surrounded by the Japanese fleet. A wingman disintegrated in the air after being shot. Another wingman crashed, and the pilot Zhang Zhichu couldn’t leave the cabin. The plane caught fire and was about to be burned alive. Zhang Zhichu radioed Guo Fan for help, begging Guo Fan to kill him in the air, so that he could avoid longer and more severe pain. Guo Fan flew back in tears and used the last row of bullets on Zhang Zhichu. For a long time after that, Guo Fan was afraid to visit his dead comrades in the Air Force Mausoleum.

Jiang Weicheng (the captain of the 11th Brigade in touch of green) cherishes his superb flying skills. For his future, he lets him hide this experience of falling into enemy’s trap, losing the whole team and killing his comrades by himself. However, Guo Fan can’t help it. He must say it, even shout it out, and let everyone know that it seems that only in this way can he get the qualification to worship in Zhang Zhichu’s cemetery, and at the same time get the inner peace of flying to the sky again.

In any case, killing the enemy, witnessing the death of a comrade-in-arms, and even sending a comrade-in-arms on the road by hand are all right in a sense, or at least not wrong. So Bill would say, "I feel guilty, but not that I blame myself." Therefore, Guo Fan will feel comforted by Zhu Qing’s words, "I think it is courage for you to fly back".

Compared with all this,There is another kind of death and killing that seems never to be right: killing civilians in war..

According to the international law of war, in war, the army should openly hold weapons and clearly identify itself; The target of the attack can only be the opposing army; At any time, we should try our best to avoid hurting civilians who are not involved in the war. Touch of green tells the story that the air force swept away and killed villagers in the civil war, which is the most disturbing. The superior ordered them to go out on a task, and they were choosy and found various reasons to escape. The officer angered them: "You are not fighters or bombers. What kind of planes are you!" " Guo Fan replied, "We are dustpans, and we specialize in sweeping villages!" They were humbled in one word.

Even if there is a situation, even if there are military orders, they still can’t escape the condemnation of their conscience. Killing the innocent has become a curse that they can’t cross over. After a village sweeping operation, looking at the bodies of women and children, Jiang Weicheng choked and said, "We will pay for it." Guo Fan picked up the bamboo-woven insect that the little girl was playing with before she died, and said, "I have already called for retribution; Zhu Qing wrote that the child was gone. " ….. He took the bamboo insect back to the barracks and put it in front of his bed. He often took it out and played with it, thinking about his unborn child. It seems that only this explanation of exchanging life for life can bring him some comfort. At the end of the civil war, this hot-blooded young man who fought against Japan for seven years and tried to die with the Japanese plane died in the northeast battlefield. The banner of "People’s War Criminals" hung on the wreckage of the plane revealed the absurdity and sadness of his fate.

Third, post-war syndrome

For soldiers, compared with their common death, living is not necessarily much better. When the war comes, it is often time for soldiers and their families to separate, because the battlefield is in the front and home is best in the rear. This separation has opened two parallel worlds: people in one world have to face death and disability constantly, and people in the other world have to calculate daily necessities. The pilot is like a kite in the sky, walking through the bloody rain, and his family’s concern for him is the thread tied to the kite, which becomes their only connection with another world.

Zhang Dafei said in his diary: "In the past eight years, her (Qi Bangyuan) letter has been my greatest comfort." In the northeast battlefield, Jiang Weicheng, Shao Zhijian (in "touch of green", first served as the vice captain of the 11th Air Force Brigade, then promoted to captain) and Guo Fan gathered around to open a letter from Nanjing, which was one of the few warm scenes under the dark background of the war. But as the war unfolds for a long time, how can the thin thread tied to the kite stop these two parallel worlds from drifting away?

Guo Fan is an iron bird idiot like Liu Cuigang. He left home after his wedding. Every day, he took a photo of his wife Zhu Qing in his hand and put it in his bag, but he had to admit painfully, "I don’t even remember what my wife looks like." This alienation is not only the alienation of time and space, but also the alienation of military career and peaceful days. For those desperate people who always wander between life and death, lovers and children seem to have become some abstract values, as if you just "know" that they are important, but that kind of "importance" has no body temperature, no breath, and is more like a symbol. Because of this, Guo Fan can’t remember his married life with Zhu Qing, but only remembers her when she was a student. Soldiers are actually in a very poor living condition, because in the long-term survival condition, they simply can’t spare more psychological space for those things that could have made their lives full and rich.

At the end of the war, these two parallel universes suddenly merged into one. The air force returned to earth from the sky. Shouldn’t this be the best reunion? In fact, this is often not the case.The war and the army have shaped the unique character, ability and lifestyle of soldiers. These abilities and qualities tailored to the battlefield often have no room for display in peaceful life, and even are incompatible with ordinary citizens’ lives.. Jiang Weicheng, a former air force instructor and captain of a flight brigade, was first-class in flying skills. He was brave and decisive in fighting, but after leaving the plane and the battlefield, he became a useless man. The plane seems to have already become a part of his body, and it is the most flexible and powerful part that gives him the whole spirit. Leaving the plane, he seems to have lost his soul. This is not Jiang Weicheng’s personal problem, but a common problem faced by soldiers: what can they do when they return to civil society after leaving the army? American policy experience and statistical data in dealing with veterans’ problems show that the unemployment rate of veterans is often higher than that of the general population if there is no effective systematic support from society and government.

Not only are their professional skills useless in the civil society, but for those who are lucky enough to survive, the cruel war is often not really over. After Jiang Weicheng came back from the northeast, he was afraid to meet children because he had killed too many children. He often dreams of going back to the battlefield, hearing his comrades’ cries for help and seeing their tragic deaths. His memory is slowly fading, and sometimes he can’t even recognize his wife. The depiction of Jiang Weicheng’s post-war mental state in touch of green can be regarded as an artistic expression of what is called post-traumatic stress disorder (PTSD) in modern medicine.PTSD is common among soldiers returning from the battlefield..

American veteran Charlie Grijalva served in Afghanistan for 18 months and in Iraq for one year. He was diagnosed with PTSD in the army and suffered from depression for a long time. After retiring, he lived in California with his wife Gloria. They have a two or three-year-old boy and a baby still in Gloria’s belly. Because of various problems in the American veterans’ medical system, Charlie’s PTSD failed to get timely and effective treatment. Christmas in 2014 is coming, and he insists on giving his children a wonderful Christmas, filling the room with Christmas music, decorating the Christmas tree and drinking hot chocolate.

Gloria said: "Although he suffered from depression at that time, he still hoped that his children could have such a Christmas", and lived a carefree Christmas like he did when he was a child. However, just a few days before Christmas approached, Charlie sent his wife a short message saying, "I love you!" " A few hours later, Gloria found her husband hanging himself.

In 2014, an average of 20 veterans committed suicide every day in the United States. For soldiers who return to civil society with all kinds of physical and mental trauma, love and affection are like silk threads tied to their normal lives, thin and fragile.

Fourth, how does the country treat the soul of the patriotic army well?

The suicide of veterans is not that they are irresponsible, nor that the love of their loved ones is not warm enough. Turning an ordinary person who is flesh and blood, painful and afraid into a soldier who does not run back without thinking, but rushes forward regardless of life and death in the face of bullets is a thorough transformation. And turning a soldier who rushed forward regardless of life and death in the face of bullets into an ordinary person whose wife and children are hot and remember to pay the electricity bill every month is another transformation. If a country is only willing to spend its resources and efforts on the first transformation of its soldiers, and throw their second transformation to themselves and their families, why should such a country ask its people to join the army and sacrifice for it?

Jiang Weicheng in "touch of green" did not receive medical services for veterans, but suffered more humiliation under the white terror of the Kuomintang. This taiwanese drama is sincere, and it shows the country’s debt to the soldiers to the point where it hurts to the bone.

These two video works show not only the China Air Force of that era, but also all the soldiers involved in the war, their honor, pain and suffocating helplessness behind the seemingly unrelenting feat. Ordinary people have no right to stop the war, but if thousands of us are full of sympathy and cherish for the soldiers and refuse to use them as tools for expanding ambitions, fighting for power and venting hatred, we are more likely to have a government that uses troops prudently.

I don’t agree with absolute pacifism that we can’t fight back under any circumstances, because sometimes we have to take up arms to defend our homeland or safeguard justice. Moreover, if every country only fights a just war, there will be no war; If every country that fights a just war can fight in a just way, soldiers will not be loyal and righteous.

But,have onlyEvery country that has fought a just war in a just way can treat its soldiers well, and the world is worthy of the peace they exchanged with their lives, blood and a life that might have been very happy..

　Countdown Love You doesn’t have the complicated setting of "crossing through" and "parallel time and space" and the narrative structure of "Mobius ring" like I want to see you, and it doesn’t have the sad tears like The Story More Sad than Sadness, but it arouses the emotional resonance of the audience through the fantasy love story of a couple crossing in two directions.

The reason why these three films are compared is that they have a common name behind the scenes: Lin Xiaoqian. As a post-80s director of Taiwan, China who is good at directing romantic films, The Story More Sad than Sadness directed by Lin Xiaoqian and I Want to See You, both of which have achieved good box office results in China in recent years.

Countdown Love You, as a heavy romantic film in May 1st this year, also attracts people’s attention. In the film, Chen Feiyu and Zhou also played the roles of hero and heroine who made unremitting efforts and sacrifices to fight against fate and save their lovers, which was touching. This pair of first-time screen couples CP also won the audience’s affirmation.

In Chinese and foreign film and television works, the characters’ identity dislocation is caused by the hero and heroine traveling back to the past, which leads to strong drama conflict and emotional memory, and it is not uncommon to create jokes, tears or suspense colors.

For the time being, only in recent years, there are representative works such as Riding the Wind and Waves, goodbye mr. loser, Hi, Mom, Hello, Brother, I Want to See You, all of which are high-grossing films, which shows the audience’s love for this kind of films.

Countdown Love You tells the story that Gu Yuxuan, the hero played by Chen Feiyu, and Han Shuyan, the heroine played by Zhou Ye, are childhood friends. After many years of reunion, they fell in love with each other and fell in love with each other. Unexpectedly, in the face of fate, they traveled back to the past in an attempt to save each other’s lives.

The biggest difference between this film and most previous time-travel movies is the setting of two-way travel. It is no longer a unilateral crossing of the hero or heroine, but a two-way crossing. The time to travel back to the past is not long from the present, and it is impossible to cause the dislocation of the identity of the characters, but the sense of powerlessness that is difficult to change the fate of the lover is even stronger.

Time-travel films usually have an event or prop that triggers back time. Hi, Mom and Braving the Wind and Waves were both triggered by car accidents. goodbye mr. loser is a dream that Charlotte had on the toilet after drinking, and the crossing prop of Hello, Brother is a special ring. Countdown Love You is a birthday candle left by my mother to the hero Gu Yuxuan.

This kind of crossing props is unique and meaningful. Candle is not only the love left by Gu Yuxuan by his dead mother, but also represents Gu Yuxuan’s desperate love to save his girlfriend, which means love and dedication. It is called "and the silk-worms of spring will weave until they die, and every night the candles will weep their wicks away".

Not only that, the careful audience will also find that all the scenes about time passing through the cycle in the film have the image of candles. Whether it is the candle on the dining table or the candle pattern on the carpet, it is naturally integrated into the narrative picture.

The fantasy setting of the hero and heroine’s two-way crossing enhances the appreciation of Countdown Love You, but the most touching and emotional resonance of the film lies in the unremitting efforts and sacrifices of the hero Gu Yuxuan and the heroine Han Shuyan to fight their fate and save their lovers, and the double cherish of their love after crossing back to the past.

In the film, the mysterious grandfather who lives in a strange hut in a maze of concrete columns tells Gu Yuxuan that some things are predestined and hard to change. Sure enough, shortly afterwards, Han Shuyan had an accident on her way back after quarreling with Gu Yuxuan.

In order to save his girlfriend and fight his fate, Gu Yuxuan crossed back to the morning of the accident with the help of birthday candles left by his mother, so that everything could start all over again. But after several attempts, no matter how hard he tried, tragedy was inevitable. In the end, he spared no effort to protect his girlfriend with his life, and finally changed his girlfriend’s fate.

After being rescued, Han Shuyan learned from Gu Yuxuan’s friends that her boyfriend had traveled back to the past several times to save her. After she calmed down, she began to think of ways to travel back to before they met. She risked her life in the home where Gu Yuxuan lived as a child and found a birthday candle that could trigger crossing …

Can Han Shuyan finally save Gu Yuxuan? If it can be saved, what kind of huge price will she pay for it? You will know after watching the film.

In the process of crossing back to the past to save each other, the strong love that the couple showed for each other at all costs was the most touching love. Among them, after several efforts to understand that it is difficult to save his girlfriend, the scene of Gu Yuxuan proposing to her romantically in advance can arouse emotional resonance.

In real life, many people will not only try their best to treat their loved ones, lovers or friends who are terminally ill and have little time, but also cherish the present time. The experience of Gu Yuxuan in the film is empathetic.

Although the main stars of Countdown Love You are all young actors, both their image temperament and acting skills are in line with the role. Chen Feiyu and Zhou, the two leading stars, are also the first screen lovers to play together, but they have no sense of disobedience.

Chen Feiyu’s tall and handsome appearance and clear and firm eyes will make people feel good, and he also believes that Gu Yuxuan, who he plays, can protect his beloved girlfriend to the death. In the film, he said, "You like blind box dolls, so I became a designer. I like sweets, so you became a cake maker. It’s impressive.

In Better Days, Zhou also played the villain Wei Lai, a bad girl who bullied her classmates. With her excellent performance, she was not only deeply remembered by many audiences, but also won the Golden Rooster Award and the Hundred Flowers Award nomination for best supporting actress.

This time, she plays the heroine Han Shuyan in Countdown Love You. She is a pure and kind-hearted beautiful girl. At first, she was worried about whether she could get out of the preconceived impression left by Wei Lai. After reading it, I found that Zhou was also fully qualified for the role, especially the crying scene in the film, which showed her good acting skills.

In addition, Xiaotang Zhao’s female No.2 online celebrity Li Yu and Sun Tianyu’s male No.2 Jiang Taiqi also left a deep impression. They experienced the emotional drama of marriage, breakup and reconciliation, which just complemented Gu Yuxuan’s love with Han Shuyan.

Countdown Love You, with fantasy as the shell, love as the core and fate as the connotation, is romantic and grounded, but dreamy and real, and it is a good fantasy love commercial film.