月度归档： 2024 年 4 月

　　A 42-hour scientific marathon continues in Shanghai. More than 100 top scientists in the world relay for three minutes each to talk about the future science in their eyes.

　　On November 1st, the 3rd World Top Scientists Forum (WLF) in Shanghai entered its third day. The "Mobius Forum" is such a special link, which can be called an explosion of information.

　　Every scientist will be asked about the opportunities and challenges of future science by video link. Of course, the angles and styles of personal answers are different, some focus on their own research fields, and some talk about global issues; Some are more optimistic about opportunities, while others point out difficulties more directly; Some talk eloquently, some hit the nail on the head.

　　But it is undeniable that they are the key words of future science. After all, the positive and negative sides of Mobius belt are the same side. The Paper reporters listened for about 2 hours during the meeting and sorted out the key points drawn by 20 Nobel Prize winners.

　　David Gross, winner of the 2004 Nobel Prize in Physics.

　　Understand the nature of time and space

　　We have many good physical theories and many great goals. I can list ten directions with great opportunities, and I believe at least one of them will succeed in the near future. But it is difficult to predict when the breakthrough will come.

　　I often feel that scientific exploration is like climbing a mountain in a foggy night. I can’t see anything clearly when I look up, but I can only see the road under my feet. And it’s likely that when you climb up, you’ll find that it’s just a hillside.

　　Understand how cells and brains work.

　　We don’t even have a rigorous model.

　　Bernard L. Feringa, winner of the 2016 Nobel Prize in Chemistry,

　　cyber cell

　　It sounds like science fiction, but I think since the human body can use prosthetic limbs, why can’t it be implanted with chips?

　　Frank Wilczek, winner of the 2004 Nobel Prize in Physics.

　　dark matter

　　In the short term, the biggest foundation of particle physics is dark matter. It may be a new particle, I think it is an axion.

　　Biophysical intersection

　　Broader, or more futuristic, I think there are great opportunities at the intersection of biology and physics, such as the self-propagating machine mentioned by von Neumann.

　　Thomas C. Südhof, winner of the 2013 Nobel Prize in Physiology or Medicine.

　　Scientific communication

　　The scientific communication led by commercial journals is inefficient and distorted, and how to communicate science is as important as how to do it. We have to go through a serious paradigm shift, and of course there are opportunities.

　　Eric Maskin, the 2007 Nobel Prize in Economics.

　　Economics experiment

　　It is easy for chemists to do experiments, but it is the biggest difficulty for us economists. We have an economics lab to see what decisions the subjects will make, but they don’t necessarily do so in life.

　　Irrational theory

　　It is obvious that everyone is not completely rational, so I don’t need to go into details. But it is not clear how irrational everyone is. I hope there is an irrational theory to predict when people will be rational and when they will become irrational.

　　neurosciences

　　The relationship between economics and neuroscience is interesting. Economists are interested in how the human brain makes economic decisions.

　　Randy W.Schekman, winner of the 2013 Nobel Prize in Physiology or Medicine.

　　infectious disease

　　The pharmaceutical industry has no continuous funding to support research without guaranteed profits, and now we are all suffering the consequences.

　　Neurodegenerative disease

　　Heart disease and cancer are still the top two health killers of human beings, but we have made great progress in treatment scheme and prolonging survival time. About neurological diseases, it is almost zero. This problem will become more and more serious, draining social resources.

　　Danielle Shechtman, winner of the 2011 Nobel Prize in Chemistry.

　　battery

　　We need to store the solar energy during the day and use it at night.

　　Flexible ceramics

　　It can be used on aircraft engines, and the global aviation cost will be lower.

　　Microelectronics new materials

　　Jerome I. Friedman, winner of the 1990 Nobel Prize in Physics.

　　A bigger collider

　　The biggest challenge in our field is to get funds to build a bigger accelerator, and it is difficult to get government support. Now the question about dark matter is very critical, but a better detection method has not yet appeared. I believe that by constantly upgrading the accelerator, we can make a breakthrough.

　　Grand Unified Theory

　　How to unify general relativity and quantum mechanics. If we can understand their relationship, we can have a complete understanding of nature.

　　Serge Haroche, winner of the 2012 Nobel Prize in Physics.

　　Normal temperature superconductor

　　The combination of gravity and quantum mechanics

　　Stefan Hell, winner of the 2014 Nobel Prize in Chemistry

　　Battery recovery

　　If there is a way to recycle lithium batteries better and faster, it can save money and protect the environment.

　　artificial intelligence

　　Adam Riess, winner of the 2011 Nobel Prize in Physics.

　　big data

　　In my research field (cosmic physics), the biggest problem is that there are too many data. There are many challenges in putting data together for analysis, but there are also opportunities in the data. In other areas, I think we have the ability to use big data to solve global health problems.

　　May Britt Moser, winner of the 2014 Nobel Prize in Physiology or Medicine.

　　The combination of neuroscience and other disciplines

　　The brain is my concern, and I hope people will realize that neuroscience is very important. What I am most interested in at present is the communication with physics, mathematics and other sciences, which will bring diverse ideas.

　　Edvard Moser, winner of the 2014 Nobel Prize in Physiology or Medicine.

　　Brain cognition

　　In the past, we have conducted in-depth research on the cerebral cortex, which can record and even interfere with the activities of thousands of cells at the same time. We may have a better understanding of human cognitive ability.

　　Shuji Nakamura, winner of the 2014 Nobel Prize in Physics.

　　fund

　　Because I work in a university, our biggest difficulty is the lack of funds. Of course, energy issues, food issues and global warming are all important.

　　George Smoot, winner of the 2006 Nobel Prize in Physics.

　　dark matter

　　Finding dark matter is an urgent problem to be solved

　　Cosmic resources

　　I hope that the substances found in the universe can make great progress in materials science on earth.

　　Bert Sakman, winner of the 1991 Nobel Prize in Physiology or Medicine.

　　Ancient human DNA

　　I am interested in finding the DNA of ancient humans such as Neanderthals. Some recent papers show that there are many remains of ancient human genes in modern human genes. This is very interesting.

　　Arieh Warshel, winner of the 2013 Nobel Prize in Chemistry.

　　predict

　　Our biggest challenge is to make accurate predictions with sufficient data. Of course, the real breakthrough is hard to predict, and we know that the breakthrough always happens after the breakthrough.

　　energy question

　　Plasma may be an opportunity.

　　Harald zur Hausen, winner of the 2008 Nobel Prize in Physiology or Medicine.

　　population problem

　　climate change

　　The consequences have already appeared, but many people are still denying it.

　　Sheldon Lee Glashow, winner of the 1979 Nobel Prize in Physics.

　　Covid-19 Vaccine

　　energy

　　Joachim Frank, winner of the 2017 Nobel Prize in Chemistry

　　Cryogenic imaging

　　A $6 million high-end microscope is too expensive for most laboratories.

way of life

Big bang

In Fight Club, which was released in 1999, the protagonist Jack sat on the toilet with an IKEA catalogue and ordered a dust-proof quilt cover with a phone in his ear. Reading home magazines is the way to seek excitement in his repeated life.

Today’s little red book is also like an online life magazine, but it sells a fresh lifestyle.

What do you think of Little Red Book? Different users may have different answers, such as hardcover model room life, advertising posters with full filters, universal encyclopedia of life and search engines. ……

Little Red Books always seem to make a certain concept or phenomenon explode and package it into a "yearning life".

From online celebrity Sports Pusher to Life Trend "KOL"

The heat of City Walk occupied the whole summer, and it coincided with the National Day trip, and various raiders broke ground. Some people think that this is pretending to be a foreign word. In fact, it is not bad for Xiaohongshu. The backpacker was in City Walk ten years ago.

The contribution of Little Red Book is to keep the shell of the word, but expand its meaning. "2023 Little Red Book City Walk Trend Report" defines City Walk as "all walks around looking for happiness".

Image from: Little Red Book @ Polar Camera, @ Yuan Ye loves to travel.

In this way, City Walk actually has no deeper connotation than a street runner. On the other hand, packaging the walk as a City Walk will make it sound better, at least let more people go out, and it is good to be close to nature, which is healthier than sitting at home for a long time.

Taking advantage of the heat, Xiaohongshu also created an 11-day "Road Life Festival" in August, and moved "Life" to 37 roads in Shanghai, landing more than 200 activities, eating, reading poetry, listening to music, sharing pet stories and shooting street images. ……

We cross the street every day, eat, drink and sleep every day, but the little red book can package a "road life festival".

Is it a bit artificial? Yes Some people say that City Walk is a downgrade of consumption, and it has to self-package, flaunting exquisiteness and fashion. That’s right. Looking back at the sports that Little Red Book has been on fire, in fact, they all have similar temperament to City Walk.

Around 2021, outdoor activities such as camping, land rushing and frisbee began to catch fire in Xiaohongshu. Compared with basketball and football, their popularity is naturally not dominant, but to some extent, they are all types that lower the threshold of practice and provide emotional value more easily.

Without practice, there is no right to speak. Take the two sports I have experienced for example.

Image from: Little Red Book @ Heart solo Club

Land surfboard is a kind of skateboard in a broad sense. During the one-hour skateboarding introductory class experience, the coach let us play longboard first, and after learning the basic movements such as boarding, pressing waves, accelerating and stopping the board, we can try Lu Chong if we have spare capacity. Lu Chong’s board is taller and shorter than the longboard, but he can pull a few times after learning the longboard.

The coach takes part-time photography after teaching, and many students are attracted by the photo service called "cool circle of friends". In the club science popularization I interviewed, every stage of Lu Chong had different fun. Novices mastered the foundation of flat land, and experts challenged all kinds of terrain. They also held an exhibition game of Lu Chong in the bowl pool.

Paddle board is a kind of water sport, and several actions in pre-class teaching are very simple, including how to hold the paddle, and how to speed up, slow down and turn by paddling, and make sure that you can get into the water after wearing a life jacket.

The drone shooting results of paddle board.

If, like me, I don’t pursue high, just sit and row in a proper way and don’t stand up at the risk of falling into the water, then the paddle is just a mechanical physical activity. What is more important may be the scenery on the river bank, the chatting partners, the onlookers and the drones that follow the head, but don’t forget to go back and do muscle stretching.

To sum up simply and rudely, these sports still have a certain threshold and amount of exercise, and the upper limit can be not low, and it is interesting to experience. Dopamine obtained by exercise is not deceptive and useless, but the sense of accomplishment that makes you feel happy is not deceptive.

However, it is undeniable that they put more emphasis on novice friendliness, and photography, communication and social interaction are also indispensable, thus becoming one "online celebrity Movement" with complete elements.

Although online celebrity is becoming a derogatory term, it also objectively describes the influence of something on the Internet, and online life is always entangled with offline life.

In other words, the academic description is what Peng Lan, the author of Introduction to Network Communication, said. Little Red Books promoted "media consumption".

Users find a destination or an activity in Xiaohongshu, go offline to experience it, and then go back to Xiaohongshu to punch in, and so on. It is not only the basis for making decisions, but also the stage for self-presentation.

The small red book operation team is naturally behind the scenes. Since 2021, Xiaohongshu began to promote camping, land rushing, frisbee and other contents. At that time, these sports were more niche, but Xiaohongshu hoped that through them, users could see that they were different from Tik Tok and Aauto Quicker.

In fact, in normal times, the official accounts in various vertical fields of Xiaohongshu are also highly active, including "Fashion Potato", "Eating Potato" and "Home Potato". Participating in their regular tasks can get traffic support and activity rewards from the platform.

When the platform has accumulated rich and tonal content, Little Red Book gradually appeared as a "KOL" (key opinion leader). Since 2020, a life trend report has been released at the end of each year, and the forecast for 2023 is "into real life". At the end of September this year, there is also a forecast for the National Day tourism trend.

Xiaohongshu also found the "connection point" between offline and offline. As long as offline life is changing, whether camping or cycling, people will flood in to post, and some will temporarily throw away their mobile phones and do the same. In the future, it will not be surprising that there will be more online celebrity movements here.

Useful experience, with beautification of life.

For City Walk, what you found in Little Red Book is not only the route recommendation, but also the wearing guide and film tutorial, which are simply "life experiences".

In the past two years, Little Red Book has increasingly become a platform to provide life experience, and even been used to replace search engines such as Baidu.

There is a key node, the home year of 2020. In February of that year, the food content of Xiaohongshu actually surpassed the beauty as a "pillar" and was promoted to the first vertical category. How to cook a dish well has become one of the most concerned issues.

Now, Little Red Book has been recognized as an encyclopedia of life. Many foreign students are also heavy users of Little Red Book. They exchange internship experience, pay attention to the latest exhibition information and study Chinese restaurants nearby.

These posts are most in line with the values that Xiaohongshu strives to create: it is possible for ordinary people to help ordinary people.

Of course, on a big platform where you live more than 260 million a month, even the life experience of "facing the sky" is exaggerated. In the little red book whose content is diverse enough, I will also brush the frowning content.

I don’t know what to read and how to read. Xiaohongshu has a large number of reading bloggers, among which there are many flow-oriented assembly line bloggers. For them, the title and cover are especially important.

Instead of writing "Good Books to Share" dryly, the title should point out what you can gain from reading this book, such as "I suddenly stopped being impetuous after reading this book". Needless to say, the cover should create a beautiful and lively atmosphere.

The above is just as an example to illustrate the two sets of methodologies for the growing small red book community: usefulness and aesthetics. They make up the little red book, and each light life experience is shared.

"Useful" is not an encyclopedic major, but enough to teach you life experience by hand; "Aesthetics" is not a unique flower in the mountains, but has elements that can be copied. For example, the hottest template in the first half of 2022 was "iPhone memo copy".

However, there are also useless and unattractive beauty. Some bloggers don’t change the routine of content, cover and title, which makes people suffer from intensive phobia.

When I brush the little red book with high intensity and deliberately choose the content related to lifestyle, the information flow can probably be divided into two categories:

One is how to make individuals better. Aesthetic accumulation, starting from the media, knowing a brand every day, being clumsy must brush these variety shows wildly, life advice not to spend in advance, minimalism is another trap of consumerism, and idol’s photos are of great reference significance to ordinary people. ……

The other is how to make life more interesting. Visit the treasure market, take a rest day in brunch, a day in Shanghai City Walk, go to an acquaintance’s birthday party to dance Swing, take photos in Guangzhou Shamian, and ride in the city of Brompton. ……

Most of the content has one thing in common, the information density is not high, and there is a small angle between it and daily life, which can be touched on tiptoe. Some are useful and can be followed; Some of them are as beautiful as shop windows, which can convey some emotional value of "dignity".

Compared with Zhihu’s knowledge surplus, Little Red Book is actually a surplus of life experience. There are always people who stepped on the pit before you, realized their dreams, punched in online celebrity, discovered life tips, and then shared them in a sincere or exaggerated way.

Life experience is a broad vocabulary, which is not exhaustive, varies from person to person, has no standard answer, and even is difficult to distinguish between true and false. Therefore, it is inevitable, both sincere altruism and understandable posturing.

Ai Faner once interviewed Jimu, a heavy user of Xiaohongshu. After 2019, she frequently used Xiaohongshu search. When she encountered something curious or uncertain in her life, she would try it on it, but she also had the experience of being pitted, so she summed up the experience:

Xiaohongshu is much softer and wider, and you still have to judge more about beauty, food shops and travel guides.

Selective use and critical adoption are the personal survival philosophy of using social media in contemporary times.

From selling goods to selling lifestyles.

Compared with personal usage habits, what can determine the temperament of a platform more may be what it chooses to enlarge.

In 2020, Xiaohongshu’s monthly life exceeded 100 million, but it was also in this year’s user survey that Xiaohongshu realized the bad influence of "false planting grass", and users thought the content was vain and exaggerated. In April, 2021, Xiaohongshu published the Community Convention, which clearly put forward the community behavior norms of "sincere sharing and friendly interaction".

Convention is an optional appeal, so Xiaohongshu also made an article in the algorithm system, adding a core indicator CES (User Participation Score), which is related to the number of likes, collections, comments, attention, etc. These indicators all reflect the interaction between a post and users.

In many cases, the interaction can reflect the quality of a post and the usefulness of the information. Making better posts easier to be seen by more people also promotes "sincere sharing and friendly interaction" at the algorithmic level.

At the same time, the relative decentralization of the little red book algorithm has also cultivated the habit of sharing individual experiences among massive users.

70%-80% of the traffic of Little Red Book goes to Discovery Page. If the quality is high, a note may also get a high amount of interaction for the "small transparency" of double-digit fans. When the visibility of ordinary people is higher, their desire to share is enhanced.

In January, 2022, Haoran Liu and Gu Ailing starred in an advertisement, which pointed out that "200 million people’s life experiences are all in Little Red Book" and explicitly regarded "usefulness" as the community culture of Little Red Book.

In fact, Little Red Book is not born as a distribution center of life experience and an encyclopedia suitable for searching. About what little red book is, little red book itself may have been confused for some time, because its definition has been changing.

Founded in 2013, Xiaohongshu started as an outbound shopping guide. Originally, it was just a platform for Haitao Raiders, and its positioning was "finding good things overseas". Later, it frequently changed its slogan from "good things all over the world" to "good life all over the world" and then to "marking my life".

Accompanied by it, the content types of Little Red Book are also expanding. At first, it mainly focused on Haitao sharing, wearing beauty cosmetics and traveling overseas. Later, its tentacles extended to beauty cosmetics, home, maternal and child, food, fashion and digital home appliances, and all areas of life were wiped out.

It is also in this change that Xiaohongshu has given himself more freedom to advance and retreat. It is not only planting good products such as grass lipstick, but also recommending a good lifestyle.

From selling goods to selling lifestyles, Xiaohongshu put himself in a very clever position.

There is no broader word than lifestyle. Outdoor activities such as camping, frisbee and City Walk, and fashionable clothes such as dopamine, old money style and Maillard can all be lifestyles. They may be fleeting as trends, but new trends will emerge.

More content categories can be broadened, and more traffic may sweep in. More importantly, with a certain lifestyle, you can recommend the goods, services and brands behind you, just one step away from consumption.

In other words, the little red book has always been closely associated with consumption. From the initial Haitao shopping, to the beauty community, and then to the life guide with extensive content, it should be the most taboo "buy in buy buy" among major social applications. Xiaohongshu’s "product planting grass" from this year is actually to make the route from planting grass to consumption more scientific.

Different from other platforms, Little Red Book users like to ask for links in the comment area.

At the same time, lifestyle means massive life sharing and subjective experience. This is a field where there is no standard answer, nor is it a field where professional bloggers have the final say, but a community moat that has formed barriers with a large number of users for a long time.

In Xiaohongshu, everything related to lifestyle is promoted by algorithms and conventions, encouraging more ordinary people to share and help each other, maximizing the number and types of experiences, and expecting to awaken and solve more long-tailed and diverse consumer needs.

In August this year, Little Red Book celebrated its 10th anniversary. Saint seiya, CEO of Little Red Book, mentioned in his speech that he hoped that in the future, when people opened Little Red Book, they could both see a "vast world" and feel a "warm small community".

A large part of the criticism of the little red book is that it is pretentious. The same is true when criticizing the "new middle class" around 2017. What is the new middle class? Then it is not middle class, but at most it is prepared middle class and marginal middle class, with consumer psychology and cultural literacy, but the economic level has not kept up.

The fact is, in a person’s life, there won’t be much good enough to talk about, or even a 10-minute vlog. Little Red Book does the opposite, and lives hard, or at least tries to perform life.

A platform with a monthly activity of more than 200 million must have many sides. If the platform chooses to enlarge a certain side, users can also choose which side to see.

In fact, I prefer to actively search for a question in the search box of Xiaohongshu rather than brushing the recommendation page. I prefer to browse topics such as old things renovation, free new exhibitions, and workplace methodology rather than open a picture with a delicate cover.

Because I prefer to skip all kinds of temptation to buy, and regard the little red book as a social observation record to understand other people’s lives and emerging lifestyles. In this way, the little red book is indeed my lifestyle dictionary.

　　BEIJING, Dec. 21 (He Li) After all the rumors and tireless rumors, China’s new football policy finally landed on the Huangpu River on the 20th. Compared with the previous policy, the New Deal has set up "four hats" to limit investment, while foreign aid is not affected by wage limits; U23 policy has changed slightly, but foreign aid policy remains unchanged; Between many changes and invariance, the "good intentions" and "precise policies" in system design are worth pondering.

　　"Four hats" and the value of foreign aid: You should have your cake and eat it.

　　The core and focus of the New Deal fell unexpectedly on the "four hats" that restricted the club’s investment. According to the regulations, in 2019, the spending limit of the Super League will be capped at 1.2 billion yuan, the capital injection limit of the club will be 650 million yuan, and the loss limit will be set at 320 million yuan. These three investment restrictions will be reduced again in the next three years until 2021.

　　Data map: The value of the national football team will encounter "diving". China News Service reporter Luo Yunfei photo

　　The salary of domestic players is also limited, and the highest standard should not exceed 10 million, while the international players participating in the Asian Cup and World Cup qualifiers can be adjusted by 20% on this basis. At the same time, foreign aid is not within the wage limit.

　　In other words, the New Deal still leaves room for the club to introduce and invest. However, the invisible "soft salary cap" is still working under the restriction of expenditure: how to choose foreign aid investment and how to balance the salary ratio of the team is the "second battlefield" for the management of each club to play.

　　The floating salary of international players also responds to the fans’ doubts about the "work" of the international national team and the "contribution" of the club. Playing for the country no longer stays in an honor, but can directly bring real money and silver benefits.　

　　This kind of "hook edge" and "blank space" shows the ambition of the Football Association to "have both fish and bear’s paw": on the one hand, it is necessary to reconstruct market standards, standardize players’ worth and reasonable investment; On the other hand, there is room for capital competition. Want to maximize the attention of the league brought by big-name foreign aid, while reconstructing the market format of the Super League.

　　Fine-tuning registration system and foreign aid policy: down-to-earth and looking up at the stars

　　Another interesting adjustment of the New Deal is the fine-tuning of the access system of the Super League, which increases the requirements for U21 players and women’s football teams.

　　The New Deal stipulates that, under the condition of keeping the original policy of U23 players’ appearance unchanged, the teams applying for admission to the Super League and the Chinese League should have U21 players trained by the club in the registration list, and these two players must have been from the youth training of the club and participated in the competition for more than 3 years.　

　　Although it is a "fine-tuning", it is enough to suppress the impetuous heart of some clubs. Under such standards, the possibility of attracting young players by "burning money to dig people" is almost blocked.

　　After the announcement of the U21 access policy, I am afraid that many Chinese Super League teams will fall into the "U21 player shortage" again, and the plan of renting young players is no longer realistic, which will undoubtedly "force" Chinese Super League teams to engage in youth training in a down-to-earth manner. Although the requirements for women’s football teams are not rigid standards for the time being, they will more or less narrow the huge contrast between women’s football performance and treatment.

　　At the same time, the foreign aid policy is consistent with last season.

　　There is no denying that the popularity of the league in the past few seasons has something to do with joining the big names. But they also squeeze the living space of local players. Under the multiple constraints of the New Deal, although there is still the possibility of big-name foreign aid joining, it is certain that the situation of "bright stars" in the past is difficult.　

　　The retention of foreign aid policy also means that the days of Asian foreign aid in the Super League are not easy. In fact, in the context of expenditure restrictions, there is no advantage in the cost performance outside Asia. This means that domestic players will have more space. Referring to the outbreak of domestic players in CBA league in recent years, the New Deal pursues that there will be more domestic players shining on the football field.

　　The intention of the policy is to see not only foreign stars when fans "look up at the stars" in the Super League under the dual effects of U21 and foreign aid policies.

　　Timely control and intervention in the market: it will take 10 thousand years to seize the day

　　There is no doubt that this policy is directed at the virtual fire of the "Jinyuan Football" in the Super League in the past few years. According to the data provided by the Football Association, seven years ago, Evergrande invested 500 million yuan a year, which was enough to dominate the Super League. Seven years later, Evergrande invested about 2 billion yuan a year, which was just the level of championship. As the terminator of Evergrande Dynasty, since Shanghai Port Group entered the team, the total investment has exceeded 6 billion, with an average annual investment of nearly 2 billion. Among the AFC Champions League teams, this year’s investment has also exceeded 1 billion.　

　　Of course, capital investment is indispensable for professional leagues, but the premise is that the market environment is standardized and reasonable. For example, Li Yuyi, executive vice chairman of China Football Association, said at the meeting: "Playing a league is not like burning money. One club invests 2 billion yuan and the other 300 million yuan. How to play this game?"

　　In a disorderly market, if the capital is allowed to flood, it will inevitably form a monopoly. When the whole league becomes a game for a few capitalists, and when the input-output ratio is not within a reasonable range, the second and third ladders who can’t see the return have to choose to control their investment until they quit the game. Such a vicious circle is certainly not what China football hopes.

　　In fact, many clubs, including Super League First Group, have long complained about the huge "salary expenses", but in order to avoid falling behind in the competition, they can only bite their teeth and carry them to death.

　　Data Map: Overflow of capital in a disorderly market will lead to a vicious circle of the league. China News Service reporter Chen Yushe

　　Against the criticism of "interfering in the market", the Football Association has taken measures to regulate the football environment, only because the current environment can only be rectified from top to bottom. Ten thousand years is too long, seize the day. Expanding the value of the New Deal to eradicate China football is a big step; It seems more reasonable to release it to the chaos in the current domestic football market.

　　Let’s just show some patience and treat the Football Association’s New Deal with a positive attitude. In the final analysis, the problem of football in China is not formed in a short time, and it is impossible to make a quick decision. Therefore, any strategy that tries to "reverse Gan Kun" quickly will be labeled as "run amok". Just as a lie proves a lie, it can only be a lie. However, it is much more reasonable to look at the Football Association’s strategy with staged demands. Just like the answer to the last big question in the exam, it is all pushed out step by step.

Author | Corner

"It’s really a big loss that iQiyi didn’t put this work in the Misty Theater" and "This is the best suspense theme this year" … Unexpectedly, this year’s suspense theme work is not a "theater" background, but a copyright drama "Opponent" produced by iQiyi, broadcast by CCTV 8 and iQiyi-a set in a modern city, telling two spies.

The resource allocation of Opponent is obviously interesting.Actors Guo Jingfei, Tan Zhuo, Yan Bingyan and Ning Li are all famous and well-known old actors in the market.Especially, Yan Bingyan, who won the Best Actress in major Chinese Film Festivals for eight times and briefly retired after the movie "An Arrow Through the Heart", was able to make a comeback this time, which surprised the market.

The market has always been harsh on Mesozoic actors, especially at the time of frequent new dramas at the end of this year, the road to popularity of "Opponent" is not easy: relevant data show that the drama has been broadcast for more than a week, and the popularity of the whole network once fell to the top10 of the major data lists, and the ratings of the third and eighth hit dramas in iQiyi Station broke 1.5%, which is already the best result of the drama. Recently, however, the popularity of this drama has picked up slightly, and topics such as # Watching TV drama opponents is better than the top # and # Opponents # have been searched in Weibo.

Compared with its slightly tortuous popularity, it is the stable reputation of this drama: the recommended value of friends is 93%, and the score of douban is 8.1, which undoubtedly highlights the dark horse potential of this drama.Will it become another Rebel in this year’s spy drama market? The answer has surfaced.

Civilian perspective, two-line parallelism,

"Opponent" is beautiful but "difficult to understand"?

　

When Li Tang (Guo Jingfei) performed a series of actions such as tracking, interrogation and cross-dressing on the target, the audience almost thought that this was a people’s policeman. Following the perspective of the target, the audience realized that Li Tang was not only a policeman, but also an overseas spy who had lived in the mainland for 18 years. Ding Meixi (Tan Zhuo), who plays husband and wife with him, is the same as Li Tang. They both come from a mysterious overseas organization, and their combination code is "Phoenix".

This is the opening story of "Opponent", which is also the special feature of the whole story.In the play, both Li Tang and Ding Meixi are spies and ordinary people.In addition to the task given by the organization, it is their daily "worry" to worry about living expenses, care about when they can get a large pension, and whether the activities paid in advance can be reimbursed.

The professional skills of "killer" in performing tasks and the logical thinking of online IQ all the time also make the audience gasp in admiration: this is the "poor version of Mr. and Mrs. Smith", "except for being poor, they are really good", and even the posters of "Mr. and Mrs. Smith" in the "Opponents" version have begun to flow out on social platforms.

Taking undercover as the first perspective, the play also depicts the image of a people’s policeman in a parallel narrative way. Duan Yingjiu appeared in a leopard print and a cigarette perm, which made her look like a common citizen, and the truth is the same. This policeman, who is trying to trace the truth and get information about the suspect, is investigating in disguise.

It must be admitted that "Opponent" is quite wonderful.Especially after the "undercover character" takes the first perspective, sets the story background in the present society, and starts from life to create a group of real and atypical policemen and bandits, The Opponent leaves a deep impression on people.That is, in front of a number of traditional national security dramas, it depicts the truth and bitterness of "spy" characters-they are no longer villains with facial makeup, but anti-heroes who are forced to "board the ship" or even kept in the dark for some reasons.

The theme is novel enough and the perspective is special enough, but the whole drama still can’t rule out some negative voices, such as the most controversial in the market."difficult to understand"problem Why does "Opponent" make the public feel "difficult to understand"? As mentioned above, this is a two-line narrative spy war theme. During the investigation and counter-investigation of police and bandits, cats and mice, Li Tang and his wife’s "from time to time" tasks make the whole plot show a "jigsaw puzzle" shape. This is different from the narrative way commonly understood by the public.

Secondly, it is the rhythm of the whole drama. The narrative rhythm of one case and many characters in each episode of the play makes the plot develop rapidly, which is quite consistent with the current audience’s psychology of chasing drama, but it is not easy to understand. Many viewers reported that "a little distracted can’t keep up with the next moment."

Then there is the detailed description of the whole play. Many secondary props in Opponent have metaphorical functions. For example, the condom that first appeared in Li Tang’s hands was found to be missing after a circle of counting, suggesting that the spy couple with unusual relationship used "extraordinary" means in their daily driving tasks, while the husband did not discover it after meditation, which also pointed out the deeper and more complicated relationship between them.

In the second shot, condoms became their secret to protect their daughters. Similarly, there are props such as "jiaozi" that frequently appear in the play, which together contribute to the "difficulty" of "Opponent", but it is also the highlight of the play.

From the perspective of content creation, Opponent is quite interesting, but it does have something "contrary" to the current audience’s pursuit of drama. High reputation, low popularity, this is the current situation faced by "Opponent".

Head dramas get together in December,

Can "Opponent" Break the Dilemma of "Spy War Drama"?

　

The limitation of the content level is the first layer of the drama’s dilemma; However, from the perspective of the market, it may be the essential problem that this work is difficult to get out of the circle if many major dramas compete in the same period and the theme of spy war dramas falls into the bottleneck of development.

First of all, from the perspective of scheduling, December this year can be described as the "month of playing" in the drama market. Entertainment unicorn published an article before.<《雪中悍刀行》等12部大剧来袭，谁能搭上‘年末剧王’这趟列车？&中，曾粗略统计，今年12月市场热播大剧超过10部，且都是类似于《雪中悍刀行》、《小敏家》这样具有当红演员、或头部公司入局的头部作品。但从目前播出情况来看，市场热度虽比往月略有升温，但口碑评分，却呈现出明显的两级分化。

In contrast, Opponent, which is recommended by Zhihu with a value of 93% and received four or five-star reviews from Douban, is particularly valuable. However, there are too many dramas in the same period, which diverts the broadcast effect of the drama.

From the perspective of theme types, Opponent belongs to the spy war drama under the suspense category. This should be seen from the spy war market in recent years.Undeniably, the spy war drama market has had a glorious period, and it is also an unavoidable topic in the development of Chinese drama.However, no matter from the perspective of the number of works or the quality of creation, spy war dramas are not as good as suspense dramas from the same school, which is also a factor that the number of spy war dramas in the market is very small in the past two years.

Some media have reported that at the beginning of 2019, there were no more than 10 spy war works in the market every year, and the vast majority of spy war dramas were new spy war themes, such as Eye of the Storm starring Yang Mi and Vin, Storm Dance starring Gulnazar and William Chan, and The Age of Orange, which was broadcast in the market earlier … From these works, we can see the current spy war.One is to use idol actors, and the other is at the creative level. The theme background is no longer limited to the specific period of the Republic of China, which is the advantage of the development of this type of theme.

But problems also follow. The actor’s "exquisiteness" in the play is comparable to idol drama, and every move that the enemy doesn’t know that he is a "spy" makes the market disappointed with this kind of work. Spy war dramas no longer occupy the market position C. What needs to be particularly emphasized is that this year, a spy war theme "Rebel" with a good reputation and a good harvest was born in the market, which has the feeling of "a long drought meets the rain".

In addition, in the past two years, there have been almost no masterpieces of word of mouth in the market, and even works that attract market attention at the heat level are rare. Last year, Liu Yunlong, the godfather of spy war, scored just over 7 in Douban, which is already a leader in the spy war drama market. It can be seen that the theme of spy war is in urgent need of a number of good works with high quality and hot topics.

At present, the spy war drama has gone through a dull four or five years. After the first shot of "The Rebel" this year, the high reputation of "Opponent" has, to some extent, opened up a new future for the development of this type of work, but it may be difficult for it to really go to the mass market because of its lack of certain topics, which has become the biggest regret of this work.

　　BEIJING, Beijing, November 11 (Reporter Wang Muqing) The reporter found out that more than 20 provinces including Beijing have announced local foot reform plans. According to incomplete statistics, at least 13 provinces will hold and undertake large-scale international competitions and even "actively participate in the bid for the World Cup" in the document.

　　The words "World Cup" and "high-level events" frequently appear.

　　In the long-term goal, the Beijing Football Reform Plan issued a few days ago mentioned the contents of forming a mature and healthy football culture and actively bidding for top international football matches, which complemented the contents of "forming a healthy football culture in the whole society" and "actively bidding for the FIFA Men’s Football World Cup" in the Overall Plan for Football Reform and Development in China.

　　In fact, as early as a year ago, Hubei has written its active bid for the introduction of high-level football matches into the document, and clearly proposed to support Wuhan to participate in the bid for the World Cup, international A-level events, Team China and other top-level events, and to support other qualified cities in the province to bid for international and domestic high-level football matches.

　　Jiangsu and Zhejiang provinces have also written "bidding for the World Cup" into their plans. Zhejiang’s goal is "to have the conditions and ability to host the FIFA Men’s World Cup and other major international football events", while Jiangsu proposed to "actively participate in the bid for the World Cup, the Asian Cup and other major international football events".

　　In addition, many provinces’ plans involve the level of hosting matches, including Shandong, Inner Mongolia, Tianjin, Chongqing, Hubei, Henan, Shaanxi, Hainan and other places, all of which mentioned the plans to bid for or host "high-level", "large-scale" and "major" international football matches.

　　The stage goal is clearly refined to specific figures.

　　From "Overall Plan" to "China Football Association 2020 Action Plan", the top-level design for the future development of football in China is gradually refined. With the deepening of foot reform in various places, clear stage goals also have something in common.

　　For example, the goal of football reform in Jiangsu Province is directly implemented in football population size, football competitive performance, brand competition construction, club planning and development at all levels, youth football coverage and football venue planning and construction, etc., and quantitative numerical indicators are put forward, which require that the number of goals for each development is basically higher than the national average.

　　Zhejiang plans to complete the overall improvement of football level by 2025, including a substantial increase in the youth football population, and the first-class professional league organization and competition level in China. Specifically, the national teams of all ages have excellent athletes transported by the province and have the conditions and ability to host international large-scale football events such as FIFA Men’s World Cup.

　　In the plan issued by Beijing, the short-term goal, the medium-term goal and the long-term goal are launched separately. Among them, the specific goals in the near future include: the number of football fields will reach 1,610, and the average number of football fields per 10,000 people will reach more than 0.7; We will build 230 schools with campus football characteristics, and the number of primary and secondary school students who regularly participate in football is not less than 200 thousand; The number of people who regularly participate in football in the city exceeds 1 million.

　　Data Map: China Football Association decoupled from foreplay, taken in May 2015. Today, the downward foot tube center no longer exists.

　　When local associations are "decoupled"

　　According to the road map and timetable of the Reform Implementation Plan of Inner Mongolia Football Association, Inner Mongolia will completely decouple the Football Association from the Sports Bureau by the end of 2017. The contents of the "decoupling" reform have been mentioned in the provincial plans. Since the "Overall Plan" stipulated the responsibility orientation of the China Football Association and clarified the principles of separating politics from society, defining rights and responsibilities and autonomy according to law, the decoupling of local football associations has been going on.

　　As early as September 2015, Guangzhou, as one of the five football pilot cities in China, took the lead in introducing the first reform plan of local football associations, became the first local football association to be decoupled from the sports administrative department, and also kicked off the decoupling reform of local football associations.

　　The expression of "decoupling" in local documents is basically the same as that in the Overall Plan. It should be pointed out that "decoupling" does not mean "trusteeship". At the working meeting at the beginning of the reform of the China Football Association, the head of the Football Association has put forward a request: "decoupling is not a separation, not a complete disregard, and local football associations should accept the guidance and supervision of the sports administrative department in business development."

　　"After decoupling, local sports administrative departments can not only ignore football, but also undertake sports reform &lsquo; Experimental field &rsquo; And &lsquo; Breakthrough &rsquo; Special attention should be paid to football, and guidance and service should be provided while doing business guidance and supervision. "

　　Local characteristics are distinct according to local conditions.

　　The foot reform has mobilized the subjective initiative of the local football association, and it has also become a feature according to local conditions. For example, at present, Zhejiang has two Chinese teams, among which Hangzhou Greentown has fought in the Super League for many years. The document of Zhejiang Province puts forward that we will strive to build a leading professional men’s football club in China and cultivate a stable fan base and a rich urban football culture. At the same time, local governments are encouraged to form professional football clubs. Hangzhou, Ningbo, Wenzhou and other qualified districts and cities have set up more than one professional football club to participate in different levels of football matches nationwide.

　　In Shandong Province, where Cuju was born, the local foot reform plan put forward: dig deep into the resources and brand advantages of Zibo as the "world football origin", inherit football civilization, promote football, carry out football (Cuju) cultural exchanges and cooperation, speed up the pace of the construction of "world football origin" and continuously enhance its brand influence.

　　Inner Mongolia, where professional football started relatively late, also proposed to build a youth training system with Inner Mongolia characteristics: strengthen cooperation with professional football and social football, and establish and improve the mechanism of cultivating, discovering and selecting outstanding football reserve talents in the form of training camps, training camps and youth training camps, relying on the youth football competition league system.

　　Guangdong province put forward "the regional cultural characteristics of South Guangdong". The document points out that it is necessary to take advantage of Guangdong’s geographical and climatic advantages to hold carefully the annual "Guangdong-Hong Kong Cup", "Guangdong-Macao Cup" and "Guangzhou-Hong Kong-Macao" mini-football matches, which have a long history, influence the whole country and have the regional cultural characteristics of South Guangdong. (End)