Narrow broadcast　Zhang Wei

Since January, following the "bankruptcy storm" of Tianfu Cola, domestic sodas such as Arctic Ocean and Hongbaolai have also received an unexpected wave of attention.

Just like Tianfu Cola was on the verge of discontinuing production, the domestic soda in people’s minds was struggling to survive in the gap between the Coca-Cola and Pepsi markets. After all, after years of silence, after the return of domestic soda, the domestic beverage market has long been "changed", and it is too difficult to compete for a place.

But is that really the case?

Taking Meituan data as an example, Laoshan Coke, Hongbaolai, Tianfu Coke and other domestic beverages, Meituan sales in the first half of 2022 increased by more than 150% compared with the same period last year; another media report, the sales of Dayao soda in 2021 are estimated to reach about 3 billion; Arctic Ocean has achieved 13 million revenue in just 3 years, becoming one of the favorite sodas of local consumers in Beijing…

Aside from regional cognitive biases, domestic soda is far better than people imagine.

After the epidemic, local retail has become the first choice for consumers to shop fast. With more and more consumers choosing to spend nearby, the local retail industry has also developed new formats such as instant retail, and local consumption has further accumulated the power of recovery.

Therefore, relying on the advantages of the birthplace, based on local roots, focusing on serving local consumers, and relying on instant retail formats such as Meituan, online traffic is converted into offline actual purchasing power, forming a geographical advantage and becoming a new driving force for the development of domestic soda.

In the 1980s, when the sales of domestic sodas were hot, there was a grand occasion of "one place and one soda water". When Tianfu Coke and other domestic sodas rose, the regional market was divided again, presenting a "hundred flowers bloom" situation, and the domestic soda market will no longer have only two pleasures.

"Ups and downs in life"

"Tianfu Coke has stopped production?" "Can’t drink Tianfu Coke anymore?" In January this year, Tianfu Coke was on the hot search due to the bankruptcy storm. After that, Tianfu Coke officially refuted the rumor, and Chairperson Jiang Lin also publicly responded: "It is the old enterprise that went bankrupt, and Tianfu Coke is still in normal production and operation."

After several "confrontations", Tianfu Cola has been "a blessing in disguise", and its attention has continued to rise, driving consumers’ "buying enthusiasm". Taking Meituan data as an example, Tianfu Cola’s instant retail weekly orders increased by 172% year-on-year, achieving a reversal in sales of carbonated beverages in the off-season. Many consumers outside Sichuan and Chongqing have gradually come to know this time-honored domestic soda with a light herbal flavor.

A piece of history must be mentioned here. Since the 1980s, a number of domestic sodas such as Tianfu Cola have experienced the "ups and downs of life" from glory to loneliness.

Under the influence of many factors such as limited production capacity and high transportation costs, the domestic soda market was dominated by domestic brands in the 1980s. Domestic sodas such as Laoshan Cola, Arctic Ocean, and Asian soda have even become iconic symbols of the cities where they are located. Tianfu Cola was also at its peak during that period, and its share in the domestic cola market was as high as 75%.

With the entry of Coca-Cola and Pepsi, the domestic soda market has undergone tremendous changes.

In 1994, Tianfu Cola and Pepsi Cola jointly established Chongqing Pepsi Tianfu Company. Since then, Pepsi has gradually reduced the production of Tianfu Cola’s products, causing Tianfu Cola’s market share to decline and almost disappear from the market.

In the same year, Arctic Ocean finally went out of production after its joint venture with Pepsi. After Guangzhou Asia Soda, Shenyang Bawangsi, Tianjin Shanhaiguan, and Qingdao Laoshan were all acquired, domestic soda brands were collectively frozen, and Liangle eventually occupied most of the domestic market.

Until 2007, after a long negotiation, Arctic Ocean regained the trademark and use rights on the condition that it would not produce any carbonated beverages for four years. In 2009, Tianfu Cola also began to claim back the brand from Pepsi. Domestic soda brands gradually recovered, Arctic Ocean classic glass bottles of orange-flavored soda reappeared on the market, Tianfu Cola officially made a comeback, and other domestic sodas also returned one after another.

The source of the "bankruptcy storm" of Tianfu Cola this time is the mixed ownership reform initiated after Tianfu Cola’s comeback. In 2018, Chongqing Textile Group, the wholly-owned parent company of Tianfu Cola Group, implemented the mixed system reform and passed on the brand, formula and operation to the new Tianfu Cola (Chongqing) Beverage Co., Ltd.

Therefore, the announcement issued by the Fifth Intermediate People’s Court of Chongqing this time is the bankruptcy liquidation announcement of the old company, which will not affect the normal operation and production of Tianfu Cola. Tianfu Cola officials can also respond positively, "Everyone can still drink Tianfu Cola with confidence, we are always there."

Local "reboot"

For a long time, consumers outside Sichuan and Chongqing have a weak awareness of Tianfu Cola. The hot news of the bankruptcy is ultimately due to people’s concerns about the development status of time-honored brands. Consumers generally recognize that the old domestic beverages are struggling to survive in the new consumption environment.

What is the current situation of the development of domestic soda?

In July last year, Meituan released a set of data, with Hongbaolai, Tianfu Cola, Arctic Ocean, Bingfeng and other major Guochao beverages, sales in the first half of 2022 increased by more than 150% compared with the same period last year; Inner Mongolia’s domestic beverage kiln soda sales in 2021 were estimated to reach 3 billion yuan; Bingfeng opened the road of IPO, although it has since withdrawn the application materials, but also outstanding performance in the domestic soda market. According to the prospectus, Bingfeng’s four main products sold a total of 292 million bottles/cans in 2020.

During the World Cup in Qatar, Arctic Ocean’s advertising landed on CCTV’s core channel. Today, whether it is in Beijing’s large and small restaurants, supermarket convenience stores, or retail platforms such as Meituan, Arctic Ocean is one of the favorite carbonated drinks of local consumers in Beijing, and even achieved 13 million revenue in just three years.

We know that, limited by the production, supply chain and other practical problems, domestic soda prices compared to the two music has no advantage, in such a competition landscape, how to maintain a good momentum of development?

First of all, from a historical perspective, domestic soda has accumulated many years of product reputation and national tide feelings in the local area. It is a childhood memory that belongs to a generation, and even a city’s memory, with natural advantages for local development. The media once reported the lively scene of Tianfu Coke’s comeback in 2016: consumers in Chongqing ran four streets just to buy a bottle of Tianfu Coke at a convenience store.

In terms of consumption habits, domestic sodas from various places are more in line with the dietary preferences of local consumers. For example, Tianfu Cola’s main herbal sugar-free flavor, with Chongqing hot pot with heavy spicy and heavy oil, is more cool and greasy; Hongbaolai’s most distinctive lychee soda, the origin is that the people of Northeast China have a lychee dream, and the development of lychee soda has met the taste needs of local consumers to the greatest extent.

All of the above, domestic soda has found a development direction from the road of taking root in the local area. Especially after the epidemic, local retail has become the first choice for consumers to shop quickly. More and more consumers choose to spend nearby. The local retail industry has also developed new formats such as instant retail. From the certainty that takeaway goods will arrive in half an hour, local consumption has further accumulated the strength of recovery.

Yuan Wei, marketing director of Tianfu Cola, has been paying attention to the development of Tianfu Cola’s new retail channels. He mentioned that with the changing consumption habits of young people, buy-and-reach can better meet the purchasing habits of local consumers. "The launch of Meituan in local convenience stores can promote the exposure of Tianfu Cola in young people, and at the same time increase the sales rate of Tianfu Cola’s products in Sichuan and Chongqing."

Being rooted in the local area has brought about a considerable increase in sales. Even without the surge in sales caused by this bankruptcy, as early as July last year, media reports mentioned that Tianfu Coke’s sales in Meituan market, Meituan flash sale and other instant retail platforms have increased by more than 5 times.

"Waiting for an Opportunity" Extension

Even if the development momentum is good, why are consumers generally worried about the status quo of domestic soda?

The main reason for this is that geographical advantages also bring geographical restrictions. Industry experts have mentioned in the analysis of domestic soda that it is difficult for time-honored brands to win by relying on feelings. The geographical attributes hinder their long-term development, and the regional culture is obvious. It is difficult to develop a market suitable for local local culture in other places.

Consumers are also accustomed to comparing domestic soda and Liangle. In the current carbonated beverage market, Coca-Cola and Pepsi still firmly occupy the top position or even a duopoly. According to the data of the Prospective Industry Research Institute, as early as 2019, Coca-Cola’s market share was 59.5%, Pepsi was 32.7%, and the two giants had occupied more than 92% of the market share.

In the words of Jiang Lin, chairperson of Tianfu Cola, Tianfu Cola is "ants and elephants" compared to these two giants.

But this situation is gradually changing. According to public data, in 2020, China’s carbonated beverage production reached 18.453 million tons, an increase of 5.8% year-on-year, contrary to the previous situation of no growth for many years; in 2021, the output reached 19.713 million tons, an increase of 6.8% year-on-year.

From a practical perspective, it is indeed limited for domestic soda to become bigger and stronger, but as long as it firmly occupies the local dominant position, while serving more local consumers living in other places, it becomes a small and beautiful brand, and then gradually expands to the periphery, the development prospects are still promising.

Here, for example, the Northeast-made soda, Hongbaolai. For 30 years, Hongbaolai has never stopped producing traditional glass bottle soda. In the eyes of Wang Yang, the e-commerce manager of Hongbaolai, insisting on making glass bottle soda is Hongbaolai’s feelings, and it also comes from confidence in the taste of local consumers. "For example, our glass bottle lychee soda is Hongbaolai’s signature, and Northeasterners recognize this taste."

In 2021, Hongbaolai began to test the waters to expand the foreign market. It is still the traditional glass bottle soda, but with the help of new retail channels such as Meituan Preferred, the young people in Northeast China can find the taste of their hometown in the traditional lychee soda.

Hongbaolai has also achieved retail sales growth outside the three northeastern provinces. Since 2021, Hongbaolai soda has started from Jilin, from the black land of Northeast China to Shanxi and Hebei, and has also gone south to explore the central and southern China markets. According to Meituan data, in addition to the three northeastern provinces, Hongbaolai soda is also deeply loved by users in Nanjing, Beijing, Wuhu, Xuzhou, Nantong and other cities. Sales in the first half of 2022 have also increased by more than 100% year-on-year.

As food industry analyst Zhu Danpeng has previously analyzed, domestic soda has certain emotional advantages in the regional market, but they have missed the best opportunity for rapid expansion. "Now what they have to do is to do a good job in the local core market and wait for opportunities to expand."

　　Hong Sheng, 38, is the deputy mayor of Wangcun Town, Shexian County, Huangshan County, Anhui Province. In mid-May, he registered as a car owner on Didi’s online car-hailing platform in a difficult situation. At 9 am on June 15, he was checked while taking orders during working hours and was reported to the Discipline Inspection Commission. Staff members of the Shexian County Discipline Inspection Commission said that online car-hailing is a new thing in the local area, and they have never encountered any cases where officials were reported for driving online cars part-time. The Discipline Inspection Commission is currently investigating the matter and reporting to its superiors.

　　The Vice Mayor’s family is in financial difficulties

　　I opened an online car appointment and pulled more than 300 orders.

　　On the morning of June 15, near a community in the Shexian Development Zone, a black car was stopped by a taxi as soon as it stopped to let passengers off, and the driver of the "black car" was identified as Hong Sheng, the deputy mayor of Wangcun Town. Hong Sheng said that this was the first time he encountered such a thing, and he was nervous. Coupled with the fact that the meeting was about to start, he left the car at the scene and left first. On the morning of June 16, some netizens posted this on the Huangshan Civic Forum, which quickly became a hot post on the forum. The netizens questioned why Hong Sheng earned extra money during working hours, and also wondered why a deputy mayor would go to the Internet to receive orders and solicit customers?

　　It is understood that Hong Sheng was elected as the deputy mayor of Wangcun Town in Shexian County in February 2015, in charge of agriculture, forestry, water and other work. According to media reports, Hong Sheng’s family is more difficult, with children alone, and the elderly to support, but he never said this in the unit.

　　Hong Sheng said that his monthly salary is just over 3,000 yuan. His parents in their 60s and 70s are gradually unable to work, they still have children to support, and he suffers from ventilation. He owes more than 14,000 yuan for medical expenses alone, most of which are borrowed from his sister. Because money is tight, he chose to open an online car-hailing service. Screenshots from the exposed car-hailing software show that Hong Sheng has pulled more than 300 orders in total.

　　The Commission for Discipline Inspection says that online car-hailing is a new thing

　　I have never encountered such a situation before

　　A reporter from Beijing Youth Daily called the Shexian Commission for Discipline Inspection. A staff member said that the case of Hong Sheng, the deputy mayor, driving an online car was true. The public report received the day before yesterday has been accepted by the Discipline Inspection Commission’s letter and call room. At present, the relevant staff are trying the case. "We first need to find out some information, such as when Hong Sheng used to drive the car, whether it was a public or private car, how many orders he pulled, and how much profit he made. Now it is under investigation. It is incorrect to talk about the punishment for him before these facts are clear." After the incident, Hong Sheng reported the matter to the party committee and government, and took the initiative to admit the mistake. He also wrote a situation statement, which is the content of the investigation of the Discipline Inspection Commission.

　　Is it a foul for officials to use their commute time to drive online car-hailing? Apart from the sensitive factor of online car-hailing, is it okay for officials to use their off-duty time to take part-time jobs such as delivering express deliveries? The staff of the Discipline Inspection Commission said that Didi and other online car-hailing software are considered a new thing in Shexian County, and they have never encountered such a situation before, so there is no case to be based on. For Hongsheng’s case, the Discipline Inspection Commission will first consult the party discipline regulations to find relevant evidence, and will also ask the superior for instructions.

　　Did not use their position and authority

　　"Atypical Discipline Violation" Test Local Discipline Inspection Commission

　　Did Hong Sheng’s behavior violate party discipline?

　　According to the latest "Disciplinary Regulations of the Communist Party of China", Article 88 stipulates that those who engage in profit-making activities in violation of relevant regulations and the circumstances are relatively minor shall be given a warning or a serious warning; if the circumstances are serious, they shall be revoked from their positions within the party or placed on probation; if the circumstances are serious, they shall be given a **** punishment.

　　The sixth act contained in the provisions of Article 88 is "other for-profit activities in violation of relevant regulations."

　　Zhuang Deshui, deputy director of the Research Center for Clean Government Construction at Peking University, told the Beijing Youth Daily reporter that according to the regulations on party discipline, party members and leading cadres are not allowed to engage in profit-making activities, whether they are working hours or non-working hours. In this regard, Hongsheng not only engages in profit-making activities, but also "drives a black car". It is also during working hours, and there is indeed a violation of discipline.

　　Zhuang Deshui also introduced that at present, in the actual operation process, if party members and cadres do have difficulties or have special circumstances and need to engage in additional profit-making activities, they can first report the situation to the competent department and the organization department, and after approval, they are allowed to proceed during off-duty hours.

　　So, how do you define a for-profit activity?

　　Zhuang Deshui said that there is no clear standard to strictly distinguish whether an economic activity is a profit-making activity, and it should be viewed from all aspects of this behavior. For example, some cadres rent out their own facade, and they need to check whether the source and ownership of the facade are legal and compliant, whether the leasing process uses the authority or position of officials, and whether they participate in business activities after leasing.

　　Using Didi’s taxi platform to make money is a novelty, Mr. Zhuang said. The practice can be compared to officials running micro-stores. Previously, regulations have been introduced in many places to prohibit public officials from opening micro-stores as micro-businesses. "His case can be used as a typical case for future reference."

　　However, Hong Sheng’s actions did not use his power or official influence. Zhuang Deshui said that Hong Sheng’s actions did violate discipline, but it was not a typical violation of party discipline. As for how to punish, it also tested the political wisdom of the local discipline inspection commission.

　　dialogue

　　Hong Sheng: If you are wrong, you must admit it and accept organizational investigation

　　Beiqing Daily: When did you start working as a part-time driver?

　　Hong Sheng: I bought this used car a few years ago, and downloaded the online car-hailing software in May. At that time, I saw that everyone else was registering, so I also registered one and started to work.

　　Beiqing Daily: When do you usually solicit customers?

　　Hong Sheng: Holidays, on the way to and from get off work, just pull an order on the way, it doesn’t matter how much it costs.

　　Beiqing Daily: What happened when you were reported that day?

　　Hong Sheng: On the morning of June 15th, around 8 o’clock, I will send two materials to the county government. After coming out, I will go to the party school for a meeting. At this time, someone called a car to Dongshan Garden. The time was right and I stopped by, so I took the order. The whole journey of this order is only more than 5 kilometers, and the fare is more than ten yuan.

　　Beiqing Daily: Someone broke the news online that you were stopped by a taxi driver?

　　Hong Sheng: Yes, after delivering the person, I was stopped by a taxi, and then I left the car where I was.

　　North Youth Daily: Why?

　　Hong Sheng: I’m not sure, and I don’t want to talk about the process.

　　Beiqing Daily: Have you always used your own private car as an online ride-hailing driver?

　　Hong Sheng: It has always been.

　　Beiqing Daily: Some people say that your family’s burden is relatively heavy, is that true?

　　Hong Sheng: I don’t like to tell others this, but my colleagues and friends know it.

　　My parents are old and need to care for the elderly and see a doctor. My children are still young. My monthly salary is about 3,000 yuan. Some time ago, I went to Hefei for treatment because of gout. My family had no money, and I borrowed several thousand yuan from my sister.

　　Beiqing Daily: What is your approximate income from online car-hailing during this time?

　　Hong Sheng: I haven’t calculated it carefully. It’s about 2,000 yuan, and there’s not much left excluding the fuel cost.

　　Beiqing Daily: Have you reported your family’s difficulties to the organization?

　　Hong Sheng: Many reporters have come to interview me in the past few days, and the matter has caused a lot of trouble on the Internet. I know that many netizens feel that I am wronged, but I was wrong about driving a car. If you are wrong, you have to admit it, and I have nothing to say. Thank you for your concern. Now I have reported all the situation to the organization, and when the Commission for Discipline Inspection investigates, I will accept it willingly if there is a punishment. I will no longer take orders in the future, and I must learn a lesson.

　　This group article/Our reporter, Li Zhongyu, Gao Yuyang

　　In order to further strengthen youth international sports exchanges and cooperation, help Beijing revitalize the three major sports, and build a solid reserve talent base, the Beijing International Sports Exchange Center, the Beijing International Sports Exchange Promotion Association, and the Australia China Star Sports Event Promotion Organization held the 12th "China Star" International Friendship Competition in Beijing from April 16 to 20, 2016. More than 400 young athletes from 30 sports teams from Australia, New Zealand, Beijing, Hebei, Liaoning, Gansu, Jiangsu and other countries and regions participated in the competition exchanges of men’s football, women’s football, women’s basketball, women’s hockey and women’s tennis.

　　The players participating in this event are all between the ages of 15 and 17. Among them, more than 100 players from 6 overseas sports teams participated; 24 Chinese sports teams participated in more than 300 players. A total of 90 competitions were held, including 10 football games, 5 basketball games, 15 hockey games, and 60 tennis games. The competitions were held in Beijing Lucheng Sports Technology School, Beijing No. 47 Middle School, Tsinghua Yucai Experimental School, Beijing Shunyi International School, Beijing Dulwich International School, Beijing Control Football Club, Hebei Chaoda Sports Center and other venues.

　　Since its establishment in 2005, through the careful construction and continuous efforts of the event’s organizational unit, the "China Star" International Friendship Competition has developed into a favorite sports event for young people from all over the world in the past 12 years, and has become a friendly bond for exchanges, mutual learning and common improvement among young people from China, Oceania and South Africa. By "inviting in" domestic and foreign youth sports teams, the Beijing International Sports Exchange Center has opened up channels for more school sports teams in Beijing to communicate with young players at home and abroad, and has favorably promoted the development of youth football, basketball, hockey, tennis and other programs. It has played a positive role in improving the technical level of youth sports and cultivating more youth sports reserve talents.

　　The word "superstar" came from Zhou Xingchi’s mouth, with a very "nonsensical" style. At first, it was very funny, but when you think about it, it is deeply meaningful. These four words can be said to be a true portrayal of Zhou Xingchi’s career as an actor. The dragon set achieved Zhou Xingchi’s superstar status, making him change from "Zhou Xingxing" to "Xingye", while the superstar made Zhou Xingchi "because of invincibility, a little lonely".

　　When "Superstar" recalled "Dragon Set" Zhou Xingxing, he said: "I wait every day, but I don’t know what I’m waiting for. In fact, it should be waiting for an opportunity. Wait year after year, wait one second a day. Finally, when I was about to’die ‘, I finally had the opportunity, and I realized that it was not an opportunity, it was a complete misunderstanding, so I continued to wait."

　　So, in 1999’s "King of Comedy," Liu Piaopiao tells Yin Tianchou: "It’s so dark in front of you, you can’t see anything." Yin Tianchou says: "No, it will be beautiful after dawn." But at the end of the movie, Yin Tianchou still lost the opportunity to play the lead role and did not arrange a successful ending for him.

　　After 20 years, Zhou Xingchi, who had 20 years of life insights, was even more childlike and liked fairy tales, so he made "The King of New Comedy" again. In the film, the heroine, Rumeng, saw the dawn. In this imperfect world, Zhou Xingchi wanted to give the audience a perfect ending: "Because I think this can encourage everyone more directly, so that the audience can see that life will not be a walk-in forever. It can be said that 20 years ago, the audience did not see’dawn ‘with Yin Tianchou, but 20 years later, everyone can see it. After dawn, it is really beautiful."

　　The auction was completed in two months, but it took seven or eight years to think about it.

　　On November 29, 2018, Stephen Chow’s new work "The King of New Comedy" was officially announced to be released on February 5, the first day of the new year in 2019. Once the news was released, it quickly became a hot topic. In addition to the expectations of star fans, it also attracted a lot of controversy, such as "Why shoot" The King of New Comedy "after 20 years? Stephen Chow is frying cold rice, because Jiang Lang has exhausted his talents", and it is said that "the movie was shot in two weeks. Because the production of" Mermaid 2 "was overdue, in order to fill the gap, Stephen Chow temporarily started filming" The King of New Comedy ".

　　For all kinds of "nonsense" and suspicions, Zhou Xingchi is not in a hurry and is not annoyed. He replies one by one, and he says with a smile: "It seems that at my age, every new play will be said to be talented. I have fried Yangzhou fried rice, but I have never fried cold rice." Mermaid 2 "has a long post productin time, and it was originally planned to be released in 2020."

　　Zhou Xingchi revealed that seven or eight years ago, he was already considering making another story about the struggles of the little people: "I’ve been thinking about doing something else, and occasionally I think about it. It was three years ago when I felt like I was thinking about it, and I suddenly thought about it clearly, and I started to prepare little by little. In this era, how to re-show the story of the past, but have a different feeling, this is what I have been thinking about."

　　"The New King of Comedy" came out of nowhere because the film was based on the title of "Plan D". There were rumors before that Stephen Chow was going to make "The King of Comedy 2", but the news was later denied by many parties. Chow admitted that he did "keep a low profile" on purpose. "Because the final name of the movie has not been decided yet, and I don’t want to give everyone spoilers, I just changed the name. Then why am I called’Plan D ‘instead of ABC, because ABC has already been registered by others, so I had to choose D."

　　In Stephen Chow’s mind, it was not because’The New King of Comedy ‘was an IP sequel that the difficulty was reduced. Out of his devotion to movies, Stephen Chow would not allow himself to neglect the work. "I think I need time.

　　"If it’s ok, then I’m too good." Mr. Chow denied that "The New King of Comedy" took two months to shoot because the film had no special effects, so it was relatively simple to shoot and not troublesome to post productin: "If you start with the official script, it should be three years. After the script was completed, it was actually very fast to shoot, but this time we used a different shooting method and spent some time in this regard."

　　Every time I see a group performance, I am reminded of my own experience

　　The actors who have worked with Stephen Chow, especially the group actors and set actors, will feel very distressed for him because he is too hard. Not only do the crew work hands-on, but every actor has to personally teach the play, including the group performance, the dragon set, and the filming of "The New King of Comedy" is no exception.

　　Stephen Chow admitted that filming is really tiring, so he sometimes wants to be a robot. "However, sometimes when you are doing what you like, you don’t feel too tired, and that feeling of fulfillment will dilute the fatigue. For a movie, there are no small roles, everyone is a useful role. To achieve the effect of the movie, no matter what kind of person it is, they will have an impact on the final presentation of the movie. Maybe it’s because of my own expression habits. I think the performance is more intuitive. I want the actors to immediately understand which feeling I want. But in the process, they will also create a lot of different things of themselves. In fact, everyone is giving inspiration together."

　　"The New King of Comedy" tells the story of the heroine Rumeng who encounters various setbacks in her life, but never gives up. Chow Xingchi said that every time he sees a group performance, he "naturally thinks of his own experience".

　　Stephen Chow’s movies were good at telling stories about little people, and his ability to tell the lives of little people from a normal perspective rather than a high-minded attitude was related to Stephen Chow’s mentality. Although he had been a superstar for many years, he would always say in interviews that he was still a little person and had an ordinary life. "The lives of those little people have not left me, but my job is to make movies, so everyone knows me, so I can continue to make movies and do what I like."

　　The only star in "The New King of Comedy" is Wang Baoqiang. Why don’t you find more mature actors to play? Mr. Chow said he wanted to give more people who are passionate, have dreams, and have been working hard a chance to find more talents. "This is what I have been doing myself. I hope that young actors will continue to appear, so that they can be inspired to participate in the film industry."

　　Zhou Xingchi often used some crew members in the movie, such as screenwriters, assistant directors, etc., who would become cast members. When asked why he had this "hobby", Zhou Xingchi laughed and said that because these people also have actor dreams, and there are many stories in the play in "The New King of Comedy", many of the characters are the cast members of the movie, "So it’s better to find real people to act, isn’t it?"

　　To be funny requires a very painful experience.

　　In "King of Comedy", there are many scenes from Zhou Xingchi’s real experience. For example, in the film, Yin Tianchou is shot to death by Du Juan’er after changing into a priest’s costume, but until Du Juan’er has dealt with all the bad guys, Yin Tianchou still plays "inner drama" later, so anxious that the director shouted "Cut". This clip is based on Zhou Xingchi’s experience in "The Legend of the Condor Hero".

　　In the film, a cockroach jumps onto the corpse played by Yin Tianchou, but he still doesn’t move. This scene originated from the true story of Chow Xingchi’s filming of the movie "Jiupin Sesame Official".

　　After 20 years, the "treatment" of the dragon set has not been improved. In "The King of New Comedy", E Jingwen played Rumeng, who suffered no less than Yin Tianchou, so much so that E Jingwen said with a smile that she could be selected as the heroine because of her "resistance to fighting", and the bitterness of walking around made the audience cry.

　　Zhou Xingchi himself, like Yin Tianchou and Rumeng, was an unpopular person on the crew because they had too many opinions and thought "he was an actor". In the 1983 version of "The Legend of the Condor Hero", Zhou Xingchi played a soldier who was about to be beaten to death by Mei Chaofeng’s palm. Before the performance, he took the initiative to discuss with the assistant director, "Can I block it with my hand and die in the second palm?" The assistant director glared: "Waste of time!"

　　Before he became a superstar, Zhou Xingchi had worked for six years, looked at countless eyes, and suffered countless hardships. Because he had no advantage in height, he had to wear an inner height of seven or eight centimeters to find a chance for himself, but other competitors would also wear it, so Zhou Xingchi still had no chance.

　　When Stephen Chow and Zheng Shaoqiu were filming the TV series "Metropolis" together, it was already very late one day, but Zhou Xingchi was in a daze at the elevator entrance, and then he suddenly lay down at the elevator door. The staff next to him were very surprised and watched Zhou Xingchi being hit by the elevator non-stop. Zhou Xingchi said: "If you die at the elevator door, it will have a magical effect of being hit non-stop." Zheng Shaoqiu next to you said: "You are really a good actor. I didn’t expect you to be so persistent." In the end, the director made the decision and used this shot.

　　During the "King of New Comedy" roadshow, Zhou Xingchi also recounted that when he was doing the trick, there was a line that he felt bad about when he got home, so he took a car back to the set and asked the director to shoot again. The director was not happy at first, and Zhou Xingchi knelt down and begged him in a hurry, and finally the director agreed to let him reshoot.

　　So, when asked about his deepest feelings about his long career, Zhou Xingchi said that it was common to be scolded and ridiculed, "For example, I asked the director if it was okay? The director said, ‘Forget it, I can’t see you, go away.’ What I remember deeply is that I waited every day, but I didn’t know what I was waiting for. In fact, it should be waiting for an opportunity. Waiting year after year, waiting for a second every day. Finally, when I was about to’die ‘, I finally had the opportunity, and I realized that it was not an opportunity, it was a complete misunderstanding, so I waited."

　　From the beginning of his career, after he became famous, he was hindered by various problems, criticized as a tyrant on the set, did not understand the world, and compared money with money. Over the years, Zhou Xingchi has been in constant disputes and criticisms, but he has never responded to all kinds of criticisms and is alone.

　　Wang Jing once commented: "Zhou Xingchi’s vicissitudes and melancholy are from beginning to end. He left all his smiles on the screen, as if you had to pay first to see him laugh in life."

　　Stephen Chow hides his true heart with comedy, but his seemingly simple comedy doesn’t mean shallow. Every laugh he makes is actually brewed from the five flavors of life. Chow said: "In fact, it takes a lot of pain to get a little laugh. To be funny also requires a very painful experience, and the most tragic things can also be the funniest things. It’s actually easy to do a crying scene, but to get a little laugh, you have to go through a lot of pain to achieve it. It’s really hard to do comedy."

　　I’m still working on it.

　　When 9-year-old Stephen Chow saw the movie "Tangshan Big Brother", he suddenly wanted to become an actor, "I want to become a kung fu star like Bruce Lee". At that time, he was so shy that he went out to eat with his mother. If there were outsiders, he would cover his face with menus. "I am afraid that others will look at me and talk at me."

　　So the mother’s "lofty ambition" for her son to become a star can only laugh back, but Zhou Xingchi is serious: "If you don’t have a dream, what’s the difference with Salted Fish?"

　　Today’s successful Stephen Chow is no longer a simple filmmaker. His diverse identities prevent him from returning to his youth known as "Xingzai". The power of capital makes it impossible for him to make certain decisions solely from the perspective of creation, but requires him to have greater capital ambitions and ambitions to enhance the confidence of investors.

　　Under these multiple demands, even though Zhou Xingchi was a genius, the process of his personal creativity blooming was also a process of being severely consumed. In addition to capital, age was another terrible reason for tormenting geniuses. Zhou Xingchi himself said, "Over the years, my movies have become less and less, and I just want to say to everyone, I’m sorry, I’m old."

　　As people get older, many things are taken lightly. Therefore, Zhou Xingchi now has more to endure and compromise when making a play. On the one hand, as he said: "It seems that after my age, every new play will be said to be exhausted." As an "old director", he also has to adapt to the current era and the current audience: "Not only movies, but the whole world is always changing, and we must always learn. The most important thing about movies is creativity. To bring freshness to the audience, movies are very important work for me. I think I can also give the audience something different, and I will try harder every time."

　　The childishness in the movie is a prominent label for Stephen Chow. In addition to the usual spoof and nonsense, the warm mermaid love serves the theme of environmental protection, making the film simple and easy to understand, and all ages eat it. The magic weapon in "Journey to the West" is "Three Hundred Children’s Songs", and in "The King of New Comedy", Wang Baoqiang, an outdated star, plays Snow White in a female costume.

　　Still struggling, Stephen Chow wants to convey "hard work and struggle" to people in "The King of New Comedy." He also deliberately chose Chen Baiqiang’s old song "Gale" as the theme song of the movie. When he was down, "Gale" once gave him great comfort. Zhou Xingchi said: "The lyrics of this song are very thought-provoking and need to be carefully felt, such as singing’The wind doesn’t care about the beginning and the end, it only knows how to rush ‘, or’If you have a dream in your heart, you can track it with all your strength, like the wild wind in the sky.’ You can imagine the picture of a small person running with all his strength. Isn’t it appropriate to play this song as background music at this time? At this time, the’strong wind ‘also gave the little person chasing the dream a kind of strength, just like the people who fight hard are the wild wind. "

　　In Zhou Xingchi’s opinion, everyone is Yin Tianchou, and they are all working hard for their dreams. "In fact, everyone can be the protagonist in their own life. Don’t be afraid of failure, hardship or all kinds of resistance, and work hard with full blood, just like the wind. Young people who are working hard, I hope you can all become the king of comedy in your own life."

　　The "king" in Zhou Xingchi’s mouth is by no means the king that the public understands, but a small person who lives seriously and pursues hard. "In them, you can see authenticity, confidence, seriousness and even seriousness, full of enthusiasm for the work you are doing, and will not give up no matter how difficult it is. Keep pursuing your dreams, and even some persistence. I am also working hard, so I hope to dedicate it to those of you who are working hard. After reading it, you can be more confident and work harder."

　　The classic city tower scene in "Journey to the West", the supreme treasure that seemed to be indifferent to nothing, instantly turned into the sunset warrior on the city tower, strode towards the woman he loved, hugged it with all his strength and said, "I will never leave in my life, I love you."

　　Perhaps, this is also the line that Stephen Chow wants to say to the movie he has loved all his life.

　　Text/Yang Xiao, Photo/Microscopic

　　Qubit, report | official account QbitAI

　　Nvidia’s new AI can quickly turn a golden retriever in a video into a meerkat.

　　Just show the AI two static pictures of meerkats:

　　Before seeing these two images, the AI had never seen an animal like a meerkat, not in the training dataset.

　　There were many other animals that the AI had never seen before. Just give it a photo or two to familiarize it with, and you can replace the golden hair with their faces.

　　For example, ferocious big cats:

　　In this way, the Golden Retriever’s relatives, such as huskies, are even more concerned:

　　Although the same translation is from picture to picture, and the same is unsupervised, this AI is very different from the predecessors of the horse-turned-zebra. The predecessors can only translate between animals they have seen. During training, I have seen many horses and many zebras;

　　And NVIDIA’s new contestant is equivalent to never seeing a zebra in training. Animals that are not in the training dataset, as long as they can see one or two pictures during the test, it is enough.

　　The Few-Shot Learning algorithm greatly reduces the requirements for training data.

　　The team has open-sourced the algorithm and launched a one-click face-changing demo. So, let’s play with it today and then talk about the principle.

　　The wrong and correct way to open

　　I tried the demo on the chicken freezer.

　　The first question is to pass a cold meow up and select the head with the box.

　　?? Thank you to my old Si Xia

　　Therefore, all kinds of animals have gained a cold side.

　　The second question, passed a Rebs up, which was also half-sided:

　　Unexpectedly, the orcs who generated the aura of nobility:

　　AI’s artistic talent is upon us, but I still want to solemnly remind you:

　　The demo application is called PetSwap. Please select the correct opening method. Here is the correct demonstration.

　　The third question is to break through the dimensional wall. Go, Detective Pikachu:

　　Everyone donned Sherlock Holmes hats, but only the hound in the upper right corner unlocked the sexy blush.

　　What an elegant and fulfilling morning.

　　Play enough, it’s time to see the principle.

　　Never seen animals, just take a look

　　As mentioned at the beginning, this is a small sample translator. It needs to replace a Content Image, such as a golden retriever, with a Class Image, such as a husky or a cougar.

　　The model is divided into three parts:

　　One is the Content Encoder, the pink part. It maps the input content map (Golden Retriever) to a Content Latent Code.

　　The second is the class encoder (Class Encoder), the green part. First map each class map (Husky) to a code. Then take an average to get the entire class code.

　　The third is the decoder (Decoder), the blue part. First map the category lattice code to the adaIN parameter, and then decode the content lattice code to generate the translation result map.

　　When training, there are golden retrievers and huskies in the dataset. The AI is between these categories and cultivates the face-changing skill:

　　However, there are no cougars in the training dataset. What should I do to generate cougars during testing?

　　Here’s the secret: When the class diagram and the content diagram look the same, let the model generate a reconstruction.

　　In this way, as long as you temporarily look at a cougar (or a few) during the test, you can turn the unseen moment into a seen one. It is not difficult for the AI to translate the dog in the training dataset into a cougar:

　　You’re done.

　　Go play, too!

　　Such a (excellent) show of AI, you must also want to train it.

　　The code, demo, and paper are all here:

　　Demo Portal:

　　https://nvlabs.github.io/FUNIT/petswap.html

　　Paper Portal:

　　https://arxiv.org/abs/1905.01723

　　Code Portal:

　　https://github.com/nvlabs/FUNIT/

　　Home Portal:

　　https://nvlabs.github.io/FUNIT/

This article was first published on WeChat official account: Qubit. The content of the article belongs to the author’s personal opinion and does not represent the position of Hexun.com. Investors operate accordingly, please bear the risk.

　　The opening of Huawei’s smart car business to equity cooperation will become a milestone event in the automotive industry.

　　November 27,publishAfter consultation, Huawei intends to establish a company engaged in the research and development, design, production, sales and service of automotive intelligence systems and component solutions. And its affiliates intend to invest in acquiring the equity of the target company, the proportion shall not exceed 40%.

　　The announcement said that the target company’s business scope includes automotive intelligent driving solutions, automotive intelligent cockpit, intelligent vehicle digital platform, intelligent vehicle cloud, AR-HUD and intelligent vehicle lights, etc., and will inject related technologies, assets and personnel dedicated to the target company’s business scope into the target company.

　　Affected by the good news, the opening of the market on November 27, one word limit, the amount of bidding and sealing orders was nearly 4 billion yuan, and the listed companies of class A share associated with the concept of Changan Automobile rose one after another. As of the close,,,,,Daily limit.

　　Strong cooperation, deep binding and intelligent speed up

　　Huawei Smart Car Solution BU is Huawei’s end-to-end business responsibility body in the field of smart cars, extending Huawei’s ICT technology advantages to the smart car industry and providing incremental components for smart connected cars.

　　Previously, Changan Automobile has had several strategic partnerships with Huawei. In November 2021, the company partnered with Huawei,The jointly built high-end smart car brand Avita was officially launched; in August 2023, Deep Blue Auto and Huawei signed a cooperation framework agreement, and the two sides will cooperate in the field of intelligence.

　　For this cooperation, Yu Chengdong, executive director of Huawei and chairperson of the smart car solutions sector, said that China needs to create an electric intelligent open API with the participation of the automotive industry, an open API with a’locomotive ‘. Huawei will also work with more strategic partner automakers to continuously explore new models of openness and win-win.

　　It is expected that Huawei’s core technologies in the fields of intelligent driving, intelligent cockpit, and intelligent vehicle cloud will deeply empower the company, and the company’s intelligent competitiveness will continue to improve.

　　The target companies of this cooperation will operate in a market-oriented model and enjoy Huawei’s system capabilities and capital markets.

　　It is said that under the ecology of MengzhixingFour partners, including Chery, BAIC and Jianghuai, are expected to be the focus of "open equity".

　　On the basis of in-depth cooperation with Huawei, Changan Automobile’s main parts suppliers and capital related party stocks are also expected to continue to benefit. Changan Automobile related suppliers include,,, Longwei HengrunWait.

　　List of concept stocks exposed

　　Data treasure statistics, as of the close of November 27th, 19 class A shares of Changan automobile concept stocks. Since November, the above concept stocks have risen by nearly 80%. Among them,,,The range increase ranks among the top three.

　　fromAccording to the third-quarter report data, the first three quartersMore than $100 million, of whichNet profit 191 million yuan ranked first, followed by,,.

　　From the perspective of valuation indicators, as of the close on November 27, there were two companies with a rolling price-to-earnings ratio of less than 30 times.The lowest was 15.84 times, and thereafter.

　　fromLooking ahead, this monthachieveThere are three of them, Dongjian Technology ranked first with a net inflow of 58.0463 million yuan, followed by,.

On the evening of March 5, NIO released its full-year financial results for 2023, which were mixed.

I am happy that the revenue reached a new high. According to the data, in 2023, the total revenue of NIO increased by 12.9% year-on-year to 55.62 billion yuan. Among them, the sales of automobiles were 49.2573 billion yuan, an increase of 8.2% year-on-year. The increase in revenue was mainly due to the increase in sales of NIO in the past year. NIO delivered 160,000 new cars in 2023, an increase of 37% year-on-year. But this figure did not meet NIO’s original target of 250,000 vehicles.

Hefei Jianghuai NIO Factory

The worry is that losses have intensified. According to the financial report data, NIO’s net loss in 2023 was 20.72 billion yuan, an increase of 43.5% year-on-year; the adjusted net loss was 18.30 billion yuan, an increase of 51% year-on-year. During the reporting period, NIO’s gross profit margin and automobile gross profit margin both declined compared with the previous year. NIO’s gross profit margin fell from 10.4% last year to 5.5%, and automobile gross profit margin fell from 13.7% last year to 9.5%.

It is reported that in order to cope with market competition and expand sales scale, NIO will officially launch a sub-brand of 200,000-300,000 yuan mass market this year, code-named "Alps", the first model will be released in the second quarter of this year, and delivery will start in the fourth quarter.

NIO CEO Li Bin sees the new brand as an inflection point in NIO’s performance. He revealed that the first car of the sub-brand will compete directly with Tesla Model Y, and said that the cost will also be about 10% lower than Model Y. In addition, Li Bin said at the earnings conference that there will be more than 100,000 yuan of models listed next.

In terms of cash reserves, as of December 31, 2023, NIO held about 57.30 billion yuan in cash and cash equivalents. This was mainly due to two rounds of strategic investments totaling $3.30 billion by Abu Dhabi investment institution CYVN in the second half of last year.

However, NIO still has two huge bills to pay, a $29.77 billion payable and a $9.82 billion loan.

Previously, NIO has made it clear that the NIO brand will not release a new car in 2024, which means that before the first model of the sub-brand is officially delivered in the fourth quarter, the eight models currently on sale by NIO will still bear the responsibility of supporting NIO for a long time.

Looking ahead to this year’s Quarter 1, NIO expects its new car deliveries to be between 31,000 – 33,000 vehicles; revenue is expected to be between 10.499 billion – 11.087 billion yuan, and NIO brand gross margin will reach 15% -18% this year.

CCTV NewsWhat is it?On the 18th.The State Council’s regular policy briefing will introduce the guiding opinions on safeguarding the labor security rights and interests of workers in new employment forms.

At present, there are 236 online car-hailing platform enterprises in the country, and more than 3.51 million licensed online car-hailing drivers. However, after individual online car-hailing platforms have gained market dominance, they can adjust the pricing rules and other business strategies at will, and set too high a proportion, which induces drivers to work overtime and drive fatigued, infringing on the driver’s labor rights and interests such as labor remuneration and rest.

In response to these problems, the Ministry of Transport will combine the actual situation of the reform and development of the online car-hailing industry, and work with relevant departments to accelerate the implementation of various measures in the "Guiding Opinions" to effectively protect the labor rights and interests of online car-hailing drivers and other groups. The key points include four aspects:

The first is to consolidate the main responsibility of the platform enterprise, guide and supervise the online car-hailing platform enterprises to employ workers in compliance with the law, adopt more employment contract employment methods, implement the responsibility of protecting the rights and interests of drivers, and reasonably determine the rights and obligations between the platform and the driver.

The second is to standardize the business behavior of platform enterprises, requiring online car-hailing platform enterprises to standardize their independent pricing behavior, reduce the excessive proportion of the commission, strengthen communication and negotiation with drivers, set the upper limit of the commission, and announce it to the public.

The third is to ensure the reasonable labor compensation of drivers, and to urge online car-hailing platform enterprises to comprehensively consider factors such as the nature of work, labor intensity, work tasks, local average wages, and market operating conditions, and reasonably determine the driver’s labor compensation standards and make them known to the public.

The fourth is to protect the driver’s reasonable rest rights and interests, requiring online car-hailing platform enterprises to continuously optimize the dispatch mechanism, improve the operation efficiency of the vehicle during the online period as much as possible, scientifically determine the driver’s working hours and labor intensity, avoid overtime labor and fatigue driving, and effectively safeguard the rights and interests of the majority of online car-hailing drivers.

Make good use of digital technology and build a "big ideological and political course"

Peng Qinghong

　　abstract The integration of digital technology and "big ideological and political courses" has given new vitality to the reform and innovation of ideological and political education in the new era. To make good use of digital technology and build a "big ideological and political course", first of all, we must fully understand the fit between digital technology and "big ideological and political courses". Secondly, we must identify the focus of the combination of digital technology and "big ideological and political courses" from the perspectives of subject connection, resource sharing, teacher-student interaction, scene reconstruction, and model innovation. Finally, we must deal with the primary and secondary relationships, red college relationships, external and internal relationships, public-private relationships, and new and old relationships that combine digital technology and "big ideological and political courses" to promote the development of high-quality connotations in the construction of ideological and political courses.

　　keyword Great Ideological and Political Course; Digital Technology; Digitization

　　Since the 18th National Congress of the Communist Party of China, especially since the Supreme Leader General Secretary personally chaired the school’s ideological and political theory teacher symposium, the status of ideological and political courses in the overall strategic situation of the Party Central Committee’s governance of the country has become increasingly prominent, and the construction of ideological and political courses has also made significant progress. The construction of "big ideological and political courses" is an important breakthrough point to promote the high-quality development of ideological and political courses during the "14th Five-Year Plan" period, and has also become a highlight of the reform and innovation of ideological and political courses in recent years. The General Secretary of the Supreme Leader has successively emphasized that "we must use new media and new technologies to make work come alive, and promote the high degree of integration of traditional advantages of ideological and political work with information technology." "The digitalization of education is an important breakthrough for our country to open up a new track for educational development and shape new advantages in educational development." Therefore, to promote the construction of "big ideological and political courses", we must also make good use of digital technology, so that digital technology and "big ideological and political courses" can be fully integrated and mutually promoted, and constantly cultivate new potential, open up new tracks, and shape new patterns for school ideological and political education in the new era.

　　Comprehensive understanding of the fit between digital technology and "big ideological and political courses"

　　To make good use of digital technology and build a "big ideological and political class", we must first fully understand the inherent fit between digital technology and "big ideological and political class". On the one hand, digital technology can promote the quality and efficiency of "big ideological and political class"; on the other hand, the needs and problems in the construction of "big ideological and political class" can also promote the continuous innovation and optimization of digital technology. The integration and mutual assistance between the two make the digital expansion of ideological and political class possible and produce good results.

　　1. Digital technology can promote the effective construction of "big ideological and political courses"

　　The development of digital technology has brought new opportunities and development space for the construction of "big ideological and political courses". In recent years, the construction of "big ideological and political courses" has achieved obvious results under the high attention of the party and the state, but it still faces some problems. The "big lessons of life" and big vision of the "big ideological and political courses" contained in the "big ideological and political courses" require "us" including all ideological and political teachers, all educators, and the whole party and society to make good use of them. At present, scholars have not fully agreed on the concept of "big ideological and political courses", but the industry has linked the construction of "big ideological and political courses" with big goals, big classrooms, big ideological and political courses, big patterns, big platforms, master resources, and big coordination. At the practical level, "big ideological and political courses" not only means that ideological and political courses should be expanded in depth, but also means that the breadth of ideological and political courses should be expanded – open the door to do ideological and political courses. In the construction of "big ideological and political courses", it is necessary to realize the upgrading and transformation of classroom teaching content, methods and management aspects, to mobilize the joint participation of various social resources, to open up theoretical classrooms, practical classrooms, online classrooms, etc., to realize the integrated construction of ideological and political courses in large, middle and primary schools, and so on. The realization of these tasks, especially the cracking of some difficult problems, requires the joint efforts of front-line ideological and political educators, the strong organizational guarantee of ideological and political course construction management institutions at all levels, and also requires strong digital technology support and services.

　　The construction of "big ideological and political courses" requires the intervention and support of digital technology. Looking at the world, the digital transformation of education has become a consensus, and the digital construction of "big ideological and political courses" is imperative. On the one hand, the application of 5G, big data, Internet of Things, artificial intelligence and other technologies has made the educational environment of ideological and political courses continue to change in the direction of networking, digitalization and intelligence, and the experience of teaching practice has also changed from a static plane at the visual level to a dynamic interactive one at the audio-visual level. Driven by the digital wave, promoting the modernization of education is the general trend, the need for development, and the direction of reform, which can better meet the precise and efficient reform requirements put forward by the development of the times for ideological and political courses. On the other hand, the post-00s generation of students grew up with digital technology, not only has a demand for memorized learning of theoretical knowledge, but also hopes to immerse themselves in the educational effect of ideological and political courses to enlighten the mind and cultivate emotions. The teaching mode of ideological and political courses, which has been spawned by digital technology, provides a platform and breakthrough point for the innovation of the teaching content and methods of "big ideological and political courses", and meets the expectations of educational objects.

　　2. The "big ideological and political class" can promote the development of digital technology

　　Make good use of digital technology and build a "big ideological and political course". Digital technology is applied to the specific educational field as a means to achieve the purpose of changing the educational model and improving the educational effect. In this process, the number of schools involved in the construction of the "big ideological and political course", the large number of students, and the wide range involved have also continuously promoted the innovative application and development of digital technology.

　　The construction of "big ideological and political courses" can accelerate the innovation and development of digital technology. On the one hand, the construction of "big ideological and political courses" has stimulated the innovation power of digital technology. In the digital age, the speed of technological update and iteration is dazzling. The deep integration of digital technology and ideological and political courses requires digital technology to continuously carry out self-innovation and iterative upgrading. It is necessary to summarize the development and utilization of historical resources, cultural resources and policy resources by existing VR (virtual reality) and AI (artificial intelligence) technologies in the construction of "big ideological and political courses", and create a teaching model with diverse styles and stable structures; it is also necessary to constantly explore the application of artificial intelligence, big data, virtual reality and other emerging technologies in the field of "big ideological and political courses" construction, and continue to tap the potential of technology to change education development. On the other hand, the construction of the "Great Ideological and Political Course" is conducive to the construction of the digital technology system. "Digitalization" is an overall system supported by a variety of technologies, which needs to be applied to a variety of technologies such as big data, cloud computing, Internet of Things, blockchain, artificial intelligence, etc. A single unit or team cannot support its overall operation. Therefore, riding the east wind of the construction of the "Great Ideological and Political Course", a composite system project involving multiple subjects and multiple forces has been built, and the support system of digital technology has also involved schools, society, enterprises, governments and other forces. " The multi-department, multi-field, and multi-level cooperation in the education work pattern provides support for the integrated development of digital technology, which is conducive to the joint construction of cross-field digital technology.

　　Identify the focus of combining digital technology with the construction of "big ideological and political courses"

　　The combination of digital technology and "big ideological and political courses" is not a simple "1 plus 1 equals 2", but a mutual integration and internal unity between them. In practice, we must identify the focus of the combination of digital technology and "big ideological and political courses", promote the high degree of integration of traditional advantages of ideological and political work with information technology, enhance the sense of the times and attractiveness, and create a new pattern of digital development of "big ideological and political courses".

　　1. Use digital technology implementation of the main body connection of the "big ideological and political course"

　　The "big" of the "big ideological and political course" requires fully mobilizing the rich resources and strength contained in the social big classroom, building a "big classroom", building a "big platform", and building a "master resource". This requires the strength of the whole society, collective efforts, and joint creation and construction. In the construction of the "big ideological and political course", the multiple subjects involved in education and teaching should form a good organizational relationship of collaborative participation and common construction, so as to truly realize the effective combination of the ideological and political "small classroom" and the social "big classroom".

　　Different from the traditional single teaching method, digital technology can enrich the ways and means for multiple subjects to participate in the construction of "big ideological and political courses" online and offline through system sharing, resource co-construction, information exchange, network connection, etc., break the time and space restrictions and information barriers, and promote cross-regional, cross-departmental, and cross-school information flow and linkage and collaboration. The use of digital technology implementation of "big ideological and political courses" is connected to the main body, which not only reduces work costs, but also greatly improves work efficiency. For example, in recent years, many schools have cooperated with the forces of the Marxist Institute, the Propaganda Department, the Ministry of Students and Workers, the Youth League Committee and other functional areas of business, contacted brother colleges and universities, the "big ideological and political class" practice teaching base, various venues and other institutions to cooperate, and established the virtual teaching and research room of ideological and political classes, digital teaching platform, etc., to help the teachers of ideological and political classes in various schools to communicate and share resources in real time, and give full play to the different resource advantages of society, government, family, enterprise, community, etc., so that ideological and political classes can effectively enhance the teaching effect of theoretical teaching and practical education, knowledge infusion and situational experience in the connection between inside and outside the school, online and offline.

　　2. Build a digital platform to promote the sharing of resources in "big ideological and political courses"

　　Open sharing of digital educational resources is a key move to narrow the digital divide and education gap. With its scalable, distributed, and advanced technologies such as multimedia large file storage, management, and resource retrieval and call, digital technology automatically stores and intelligently sorts large amounts of data, eventually forming a large-capacity, accurate, and callable virtual data resource library. Building a digital platform to promote the resource sharing of "big ideological and political courses" can collect and integrate rich social resources and life materials, and realize the co-construction and sharing of resources in classroom teaching to improve the allocation and use efficiency of "big ideological and political courses" teaching resources.

　　The establishment of a digital teaching platform is conducive to the sharing of resources for "big ideological and political courses". First, share teaching resources. Relying on the digital teaching platform, integrate policy information, research results, case materials, practice test questions and other resources of various schools at all levels, realize the collection and construction of digital resources, and form a teaching resource library that integrates high-quality teaching materials such as courseware, handout drawings, course analysis, and auxiliary documents for ideological and political courses. Secondly, expand the dissemination of resources. Encourage teachers and students to create digital teaching resources such as micro-movies, animations, music, and short videos around the teaching content of ideological and political courses. Collaborative lesson preparation and experience sharing are carried out through online MOOCs, live courses, special seminars, and heterogeneous courses. Continuously promote the dissemination and update of teaching resources and information exchange. Finally, optimize the supply of resources. Facing diverse needs, the data resources of the digital teaching platform can be quickly retrieved, freely combined and flexibly called modules and functions for teachers of ideological and political courses according to user requests, so as to realize personalized supply and service of resources, and effectively improve the efficiency and business level of teachers in lesson preparation. For example, the construction of the National Smart Education Public Service Platform, the National Ideological and Political Theory Teacher Network Collective Lesson Preparation Platform, and the Digital Horse Academy have all built a better online platform that spans time and space for ideological and political course teaching, aggregating higher-quality, more systematic, and more types of digital educational resources, and promoting the sharing and co-construction of high-quality resources.

　　3. Use digital tools to promote teacher-student interaction in "big ideological and political classes"

　　In the construction of "big ideological and political courses", while innovating the big social classrooms, the role of the main channel of ideological and political "small classrooms" must be guaranteed. At present, the lack of interaction is an important reason that affects the effectiveness of ideological and political courses, and solving this problem is also the focus of ideological and political course reform and innovation. As a means and method, digital technology can provide new interactive methods and emotional experiences for ideological and political course teaching, effectively enhancing the vividness and effectiveness of teaching.

　　With the help of digital tools, promote the interaction between teachers and students in the "big ideological and political class". First, with the help of digital tools to enhance the pertinence of teaching. Ideological and political class teachers use digital technology to effectively grasp students’ learning habits, thinking characteristics, psychological dynamics, etc., analyze the information fed back from the teaching process and result data, and grasp the learning situation in a timely manner. Scientifically arrange lesson preparation, adjust teaching progress and class management will also effectively help students review teaching knowledge online, record experiences in class, exchange views and ideas, and complete practice assignments. Second, with the help of digital tools to create a good atmosphere in the classroom. In teaching practice, more and more ideological and political class teachers pay attention to promoting student interaction through the creation of red micro-movies, ideological and political talk shows, virtual reality experiences, drama role-playing and other diverse forms. Through the presentation of digital means, from static pictures to dynamic pictures, from silent words to sound voice, stimulate students’ interest, so that they can actively explore classic theoretical ideas, red history and culture, and contemporary development reality. The third is to manage classroom order with the help of digital tools. Ideological and political class teachers use digital means to name, ask questions, answer questions, and evaluate in a timely manner in classroom teaching. Homework arrangement, homework correction, and interactive Q & A before and after class are all good ways to further consolidate and expand the effect of teacher-student interaction.

　　4. Use digital virtual innovation to recreate the scene of "big ideological and political class"

　　The teaching of ideological and political classes requires relying on and creating situations to better achieve the effect of enlightening the mind and moisturizing the mind. "Great Ideological and Political Classes" expands the space of ideological and political classrooms from schools to the space of various fields of society. Through technical means such as smart classrooms, 5G, virtual simulation, and holographic teaching in digital technology, social development scenes, historical and cultural scenes, and family life scenes can be introduced into ideological and political classrooms. Teachers can call all kinds of video information and network data at any time, and use animation, video, VR glasses, and other products to create real-time shared and immersive classroom scenes. On the one hand, digital technology is used for virtual presentation of real scenes. Digital technology breaks the constraints of spatial boundaries on the teaching scene of ideological and political courses. Using digital twin and other technologies, in the form of live broadcast, scene simulation, VR panoramic images, etc., the materials and scenes of revolutionary old sites, historical memorial pavilions, and museums can be virtually presented, so that students can be immersed in the classroom and realize "cloud visit", "cloud classroom" and "cloud interaction". Ideological and political course teachers can also interact synchronously with heroic models, advanced role models, venue commentators, etc., and extend the classroom to educational bases such as fields, factory workshops, scientific research institutes, and old revolutionary base areas, further expand the new field of education and teaching, save the cost of ideological and political classroom teaching transition, and improve the educational effectiveness of "big ideological and political courses". On the other hand, digital technology is used to recreate virtual scenes. Some historical events, revolutionary ruins, historical figures, etc. cannot be presented through VR panoramic shooting, but digital restoration, 3D modeling, virtual people, etc. of digital technology can also be used to restore and reproduce these virtual teaching scenes, making the "big ideological and political class" more vivid.

　　5. Deepen digital transformation and realize the model innovation of "big ideological and political courses"

　　As a leading force in the world’s scientific and technological revolution and industrial transformation, digital technology has brought about changes in "big ideological and political courses", not minor repairs, but profound changes in the education and teaching methods of ideological and political courses. It is a systematic model innovation. From resource supply, information sharing to interactive models, teaching methods, to evaluation systems, feedback mechanisms, etc., the combination of digital technology and "big ideological and political courses" will bring about a deeper transformation and development of ideological and political education in the new era.

　　In terms of resource construction, the "Great Ideological and Political Course" digitizes the ideological and political elements and social resources, matches the teaching content and methods according to the actual needs of students, and takes into account all aspects of resources to form a top-down, collaborative and cooperative platform, which subverts the previous traditional teaching resources supply and dissemination methods. In the interactive mode, teachers of ideological and political courses make full use of MOOCs, live broadcasts, short videos, etc., to make the theoretical ideas in the course "live", character events "move", and historical and cultural "light up", and continuously enhance the affinity and appeal of ideological and political courses, which helps to break people’s stereotypes of ideological and political classroom teaching in the past. In the evaluation feedback, the use of digital technology to empower the whole section, the whole process, with the help of teachers and students digital portraits and visualization technology, monitoring the process and results of education and teaching, prompting the evaluation method from the score-oriented small data evaluation to the whole-process literacy assessment of the big data evaluation, from the test-type result evaluation to the real-time performance-type process evaluation, to achieve the ideological and political course teaching evaluation system and feedback mechanism optimization innovation.

　　Handle the relationship between digital technology and the construction of "big ideological and political courses"

　　Technology is a "double-edged sword", and whether it can play a positive role depends on how it is used. In the construction of "big ideological and political courses", the appropriate use of digital technology to empower the teaching of ideological and political courses can effectively enhance the sense of the times and attractiveness of ideological and political courses; on the contrary, it will deviate from the original intention and goal of ideological and political course reform and innovation. To grasp the development direction of "big ideological and political courses", we must properly handle the multiple relationships between digital technology and the construction of "big ideological and political courses".

　　1. Primary and secondary relationship: The digital construction of "big ideological and political courses" should adhere to the leading position of the classroom

　　In the digital construction of the "Great Ideological and Political Course", the status and attributes of the ideological and political classroom have not changed. In other words, in the relationship between primary and secondary, classroom teaching is still in a dominant position, and digital technology is an auxiliary means. Digital technology is a tool to promote the digital transformation of ideological and political courses and improve the quality of ideological and political education. The value of technology in the reform of ideological and political courses lies in the transformation, expansion, and enrichment of educational content and methods, and is a means to serve the improvement of classroom teaching quality. No matter what the form of technological innovation is, all technological means must fall on the improvement of teaching quality, and digital technology cannot be blindly superimposed on the classroom in order to follow the trend and compare. Adhering to the content of classroom teaching as king, and constantly improving the quality of ideological and political courses to build morality and build people, is the purpose of the construction of the "Great Ideological and Political Therefore, the participation of digital technology in the construction of "big ideological and political courses" should also be subject to the fundamental task of Lide and cultivating people, and cannot become a "dazzling skill" or "whole job" at the pure technical level. No matter where the space-time field of ideological and political courses is broadened, we must always adhere to the central position of the main channel of the classroom in the construction of digital ideological and political courses, respect the main position of teachers and students in classroom teaching, and consolidate the main channel of classroom teaching to ensure the coordination of the overall classroom content.

　　2. Red College Relationship: Digital "Great Ideological and Political Course" Must Adhere to the Value Leadership of Mainstream Ideology

　　The construction of "big ideological and political courses" uses digital technology to condense more educational resources, but diverse teaching resources do not mean diversified value orientation. As a direction of ideological and political course reform and innovation, "big ideological and political courses" have the attributes of ideological and political courses to be firmly maintained, we must grasp the red college relationship in the construction of "big ideological and political courses". The "red" here refers to the clear political and ideological attributes of ideological and political courses. As a key course to implement the fundamental task of building people with morality, it is necessary to strengthen the orientation of socialist ideology to the construction of "big ideological and political courses". The "special" here refers to the professional level of digital technology itself, that is, sufficient professional standards can empower the ideological and political class to increase efficiency, otherwise it will be counterproductive. The digital transformation of the "big ideological and political class" should adhere to the principle of political orientation, and appropriately infiltrate the mainstream ideology into the design and application, evaluation and reflection of digital technology, strengthen the mainstream ideology through technology, and at the same time use technology to block the interference of wrong ideas and vulgar information on the classroom, and guide students to form ideological values that meet the requirements of the mainstream socialist ideology.

　　3. Relationship between the outside and the inside: Digital technology should deeply empower the education and teaching innovation of "big ideological and political courses"

　　The integration of digital technology and "big ideological and political courses", technology is only an appearance, its essence is still a classroom revolution, emphasizing the realization of the teaching effect of ideological and political courses and the effectiveness of classroom teaching. The use of digital technology in "big ideological and political courses" is not for formal teaching performance, but to let technology truly empower the revolution of the teaching mode of ideological and political courses. The most fundamental thing is to reshape the classroom, so that "big ideological and political courses" can take into account the depth of theory, the thickness of history, and the validity of policies. The application of digital technology deeply empowers the education and teaching innovation of ideological and political courses. It is necessary to make full use of learning analysis systems, adaptive systems, AI teaching assistants and other auxiliary teaching technologies to promote the transformation of teaching and learning models in classroom teaching, and promote the transformation of teaching models from the traditional "teacher-student" binary structure to the "teacher-machine-student" multi-structure; also through the collection and sorting of learning and public opinion, accurately analyze the knowledge points that students are interested in and are still confused, scientifically and rationally create teaching scenes, allocate educational resources, and change teaching methods. Realize the "big ideological and political class" model in which teachers "teach" in a targeted manner and students "learn" proactively.

　　4. Public-private relations: The digital transformation of the "big ideological and political class" should balance private space and public sphere

　　With the rapid development of digital technology, a large amount of data is stored and widely disseminated in the cloud in the form of pictures, videos, animations and other information, and a series of digital ethical issues have arisen. For example, the digital field of ideological and political courses has not only the collection of a lot of private information, but also a transparent public field that needs to be shared. With the embedding of digital technology into classroom teaching scenes, it is more convenient to collect and quantify the identity information and behavioral characteristics of educational subjects. The acquisition and collection of private information and personal data of educational subjects by third-party institutions is easy to infringe the privacy of teachers and students’ private information, personal opinions and other privacy risks, resulting in the privacy and security risks of teachers and students in the digital transformation of "big ideological and political courses". At the same time, those public spaces that need to be shared in the digital world also have issues of fairness in the use of digital technology and information openness. Therefore, in the digital construction of "big ideological and political classes", on the one hand, it is necessary to standardize the management system of technology use in classroom teaching, and integrate ethics into the practice framework of classroom teaching with the operating principles of transparency, credibility, controllability, and security. On the other hand, it is also necessary for ideological and political class teachers to strengthen digital social responsibility in operation, improve their digital literacy, clarify the awareness of rights and responsibilities in the information age, prevent bad and even illegal behaviors such as spying on privacy and leaking information, do a good job in privacy management up and down the classroom, and consciously maintain the ethical order of digital space.

　　5. New-old relationship: promote the digital construction of "big ideological and political courses" according to the time, people and circumstances

　　In the face of the ever-changing digital wave, the digital reform of "big ideological and political classes" needs to consider and deal with the tolerance limits of teachers of different age groups for new technologies and the appropriate transformation of old and new classrooms in technology. For teachers, to master digital technology, ideological and political class teachers need to mine the educational elements contained in it and integrate it into classroom teaching. However, the speed of digital technology update, the amount of resources provided, and the variety of operation methods can easily cause teachers to be overloaded with technology. Especially for older ideological and political class teachers, some of them are difficult to integrate into the digital world in a short time, so the use of digital technology becomes a burden and shackle for their teaching, and the classroom effect will be counterproductive. For colleges and universities, some schools do not seek teachers’ opinions, do not understand students’ needs, and promote MOOCs, online classes, and virtual simulation ideological and political classes regardless of the actual situation when the preparation of teachers, funds, and technologies is not yet mature. Finally, there may be problems such as teaching content that does not meet students’ needs, or the image quality of the digital link is rough, the operation is inconvenient, and the system responds sluggishly, or the classroom teaching shows the "self-talk" of teachers and technology, which affects the original effect of classroom teaching, reduces the experience of teachers and students, and then arouses the emotional resistance of teachers and students to the digital transformation of "big ideological and political classes". Therefore, to promote the digital construction of "big ideological and political courses", we must combine the teachers’ affordability and actual level, and according to the school’s own development orientation and actual situation, deepen and gradually innovate at every level.

　　[This article is a phased achievement of the "Development and Effective Dissemination of Red Cultural Resources Based on Digitalization" (ZDA145-3) and the National University Ideological and Political Course Famous Teacher Studio (University of Science and Technology Beijing) (21SZJS11010008), a major project of the "14th Five-Year" scientific research plan of the State Language Commission]

　　[Author Peng Qinghong: Vice President of University of Science and Technology Beijing]

　　(Originally published in the 9th issue of China Higher Education Magazine in 2024)