What is the effect of medical reform for one year? On April 20, Beijing released the "medical reform report card": 210 million outpatient and emergency visits were completed, and 3.9 million discharged patients were treated in an orderly manner; There was a net increase of more than 12 million person-times in primary medical treatment; The average length of stay in tertiary hospitals decreased by 0.7 days … … "The overall situation is stable and orderly, with positive changes, in line with expectations and good response." Lei Haichao, Party Secretary and Director of the Municipal Health Planning Commission, gave comments.

Outpatient and emergency volume

Third-level hospitals reduced the number of primary hospitals increased.

Hierarchical pricing of medical service fees, differentiated medical insurance reimbursement policies and the construction of medical associations have greatly promoted graded diagnosis and treatment.

Over the past year since the reform, the number of outpatient and emergency consultations in tertiary hospitals has decreased by 11.9% compared with the previous year, while the number of outpatient and emergency consultations in secondary hospitals has remained basically the same. The cumulative number of outpatient and emergency consultations in primary hospitals and primary health care institutions has reached nearly 80 million, a net increase of more than 12 million over the previous year, with an increase of 16.1%. The number of consultations in some community health service institutions has increased by about 25% to 30%. Some common diseases have been gradually diverted to grass-roots institutions, which has reversed the situation that the amount of diagnosis and treatment at grass-roots level has declined or wandered for more than a decade, and the overcrowding of large hospitals has been alleviated.

The number of emergency visits by the deputy director and chief physician of the hospital decreased by 9.7% and 25.5% respectively, making it more rational for patients to choose experts to see doctors, alleviating the difficulty of seeing experts, and the limited resources of experts and famous doctors can better serve critically ill patients and prolong the communication time between doctors and patients.

While outpatients and emergency patients are diverted to grass-roots institutions, inpatient medical services are concentrated in tertiary hospitals. Over the past year since the reform, the number of discharges from tertiary hospitals has reached 3.2 million, an increase of 2.7%; The average length of stay was 8.6 days, a decrease of 0.7 days compared with the previous year, and the advantages of hospitalization service in tertiary hospitals were more obvious.

Medical expenses

Save more than 6 billion yuan a year.

The new compensation mechanism of medical institutions has begun to play an effective role. The old compensation mechanism that public medical institutions rely on drug income no longer exists.

The newly established medical service fee can replace the original registration fee, medical treatment fee and drug bonus income in the fourth week after the reform is initiated. When the total income of medical institutions is basically stable, the structure is optimized and the gold content is improved. Compared with before the reform, the disposable income of medical institutions is generally in a good trend, and the new compensation mechanism effectively supports the smooth operation of medical institutions.

Over the past year, the increase of medical expenses has declined. The city’s medical expenses only increased by about 5%, which is the lowest year since 2000. Medical institutions have saved more than 6 billion yuan in medical expenses. The total amount of drugs purchased in sunshine was 62.4 billion yuan, saving 5.51 billion yuan in drug expenses. Only one measure of drugs purchased in sunshine reduced the overall drug price by 8.8%. The proportion of drugs in secondary and tertiary hospitals in the city decreased by 9 percentage points.

Medical insurance assistance

Reduce personal burden by nearly 60 million yuan

The city will include all 435 medical services that meet the requirements in the scope of medical insurance reimbursement; Open up the difference in the scope of reimbursement of medical insurance drugs between community hospitals and large hospitals. Targeted implementation of the reform method of paying the hospitalization medical expenses of mental patients according to the fixed bed day, reducing the burden of special people, and the personal burden of urban and rural medical insurance patients is generally stable. Taking the basic medical insurance for urban workers as an example, as of April 7 this year, the medical insurance fund has increased its special expenditure by 2.28 billion yuan and reduced its personal burden by nearly 60 million yuan.

People in need have also received effective assistance. The proportion of outpatient assistance and hospitalization assistance for social assistance objects was adjusted from 70% to 80%, the annual ceiling line of outpatient assistance was adjusted from 4,000 yuan to 6,000 yuan, and the annual ceiling line of hospitalization assistance was adjusted from 40,000 yuan to 60,000 yuan; The proportion of major disease relief was adjusted from 75% to 85%, and the annual relief ceiling line was adjusted from 80,000 yuan to 120,000 yuan. The per capita burden of social assistance objects such as outpatient service, hospitalization and major disease assistance policies has been reduced by about 30%.

Medical institutions in this city have achieved results in improving medical services. Promote the appointment service to shorten the appointment time to less than one hour; Strengthen in-hospital hierarchical referral, and the number of well-known expert teams has reached 113.

The 261 community health service centers in the city implemented the service mode of "diagnosis first, settlement later", and reduced the medical service fee for the elderly over 60 by 26.65 million person-times. Patients with chronic diseases such as hypertension and diabetes can use 105 kinds of commonly used drugs in the community, and prescribe more than 40,000 "two-month long prescriptions" to save the cost of medical treatment for patients.

Hot spot response　　

How do community hospitals attract patients?

Lei Haichao: To make the graded diagnosis and treatment system develop deeply and persistently, we must further improve the ability of grassroots services.

At present, the number of patients in community medical institutions is increasing. In the future, we will consider setting up certain rehabilitation and long-term nursing beds in community health service centers according to the needs of residents.

We also need to train more pediatric graduates. By 2020, each community health service center must have at least one doctor who can carry out diagnosis and treatment of common and frequently-occurring diseases in pediatrics.

How to break the shortage of drugs in the community?

Lei Haichao: At present, some patients report that some drugs cannot be prescribed in community health service institutions, mainly because the space of community health service institutions is limited. At the same time, it is necessary to further explore the characteristics of drug use for patients who are diverted from tertiary hospitals and secondary hospitals to the grassroots level and optimize drug allocation. At the same time, explore and promote the innovation of pharmacy management mode in community medical institutions.

Will the diseases with long prescriptions be expanded?

Lei Haichao: This year, the city will study increasing the number of long prescription diseases in community health service institutions and adjusting the long prescription drug list in a timely manner, so as to truly solve the demand for drugs and medical treatment at the grassroots level.

Check how to run less.

Lei Haichao: In the future, information technology will be used to improve the diagnosis and treatment capabilities of community primary medical and health service institutions. For example, we are considering establishing consultation or diagnosis centers for inspection, pathology, imaging and electrocardiogram. Through the Internet+medical technology, patients can complete the corresponding examination at the grassroots level, and then transmit the relevant information to the secondary and tertiary hospitals to complete the diagnosis, so as to ensure and improve the quality of patients’ treatment at the grassroots level in the community.

Progress in medical reform　　

20% experts give priority to staying in the community.

Li Sufang, deputy director of the Municipal Development and Reform Commission, revealed that the next step will be to improve the quality of primary health care services, ensure that patients can see diseases in the community, get medicines, and be good gatekeepers of people’s health.

The city will continue to increase the training of primary medical service personnel, especially the training of general practitioners, introduce a number of talents in short supply, and enrich the front-line strength of primary medical service. Give full play to the role of medical associations hand in hand, and give priority to leaving 20% of the expert sources in large hospitals to community medical institutions as an important channel for making appointments for referral. In the future, the source of the secondary and tertiary hospitals in the medical association of this city will be open and inclined to the primary medical and health institutions, and the on-demand directional referral appointment will be realized in 2020. At the same time, encourage and guide doctors from large hospitals to visit the community, and improve the ability to guarantee primary drugs.

The city will continue to promote the adjustment of medical service prices. It will also improve the procurement mechanism of drugs and medical consumables, and further reduce the space of inflated prices of pharmaceutical consumables; Improve the supervision mechanism, promote the construction of the whole supervision mechanism of medical behavior, and promote the information disclosure of the price, average cost and drug use of pharmaceutical consumables in hospitals.

New things in medical reform　　

Century altar hospital opens special clinic in community.

After the medical reform, the Millennium Hospital opened a special clinic in the community to attract a large number of patients. For example, the clinic for lumbago and leg pain at Fuxingmen Community Station, the clinic for constipation at Ronghui Clinic and Lianhuachi Community Station; Cough clinics of ganjiakou Community Health Service Center and Wanshou Road Community Health Service Center, the governing units of the Medical Association.

"The demand for these clinics is very high, and our hospital regularly sends experts to the grassroots every week." Xu Jianli, president of the Millennium Monument Hospital, revealed that the hospital also organized experts to go to the community to make house calls, make rounds, teach and give health talks in a number of primary medical institutions. According to statistics, last year, experts made a total of 1517 visits to the grassroots, 156 rounds and 286 consultations. "Residents have enjoyed the diagnosis and treatment services of tertiary hospital experts in the community, achieving a high level of medical continuity." Xu Jianli said.

Xuanwu hospital reduced unreasonable drug costs by 3.157 million yuan.

During the implementation of medical reform, in order to ensure the safety and benefits of patients’ medication, xuanwu hospital adopted a prescription review pre-system to expand the scope of prescription review. Over the past year, through prescription review and rational drug use monitoring, as well as the implementation of prescription/doctor’s advice pre-audit system, the unreasonable drug costs for patients have been reduced by 3.157 million yuan, the average outpatient drug costs have decreased by more than 20 yuan year-on-year, and the average drug costs for discharged patients have decreased by 25.19% year-on-year.

The proportion of drugs in the Third Hospital of Beijing Medical University decreased by 14.7% compared with the previous year.

Since the medical reform, the Third Hospital of Beijing Medical University has launched a series of measures to control the increase of medical expenses, drug expenses and sanitary materials expenses and reduce the burden of medical expenses for patients. For example, in drug management, the hospital set up a list of key monitoring drugs based on evidence-based, combined with the special management of antibacterial drugs, tumor treatment drugs and auxiliary drugs, and further reduced the proportion of drugs by guiding rational drug use. In 2017, the proportion of drugs in this hospital was 32.39%, which was 14.7% lower than the previous year.

Chaoyang hospital

Shooting in the community

The diagnosis is in the top three

During the medical reform, Chaoyang Hospital established the first remote imaging diagnosis center in this city. The patient "shoots" in the community hospital nearby, and the experts in the radiology department of Chaoyang Hospital will read the film remotely through the Internet and complete the diagnosis report in time. At present, the hospital’s remote imaging diagnosis center can issue radiation diagnosis reports for 7 community health service centers in Chaoyang District.

　　China news agency, Beijing, January 13 (Reporter Yan Xiaohong) The reporter learned on the 13th that the heads of relevant departments of the Ministry of Industry and Information Technology of China recently responded to the issue of subsidies for new energy vehicles.

　　The data map shows Yong ‘an City, Fujian Province, with staff working on the production line of Zhongke Power (Fujian) New Energy Automobile Co., Ltd. China News Service reporter Zhang Bin photo

　　Reporter: At the China 2020 committee of 100 High-level Forum on Electric Vehicles, Miao Wei, Minister of Industry and Information Technology of China, said that the subsidy for new energy vehicles will not be further reduced on July 1, 2020. Can you explain this in detail?

　　In this regard, the heads of relevant departments of the Ministry of Industry and Information Technology of China responded that in the process of the development of new energy automobile industry in China, relevant support policies, especially financial subsidy policies, have played a very important role in cultivating the consumer market and promoting industrial development. Since last year, the production and sales of new energy vehicles in China have declined for the first time due to multiple factors, such as the macro-economic pressure, the price reduction of the national five-emission vehicles and the decline of financial subsidies. During the committee of 100 Forum, many enterprises asked whether the financial subsidy would be reduced as it was last year around July 1 this year, and whether it would be withdrawn completely at the end of the year. Miao Wei, Minister of Industry and Information Technology of China, responded at the meeting. In order to stabilize market expectations and ensure the healthy and sustainable development of the industry, this year’s subsidy policy for new energy vehicles will remain relatively stable, and there will be no sharp decline. I hope that industry enterprises will firmly develop their confidence, increase innovation, improve product quality, strengthen market development, and jointly promote the high-quality development of China’s new energy automobile industry.

　　Just after the summer vacation, dozens of parents in a kindergarten in Jiangyin, Jiangsu Province are worried about one thing about their children. According to several parents told The Paper, a teacher in the park was diagnosed with tuberculosis during the summer vacation, and then 28 children and 4 faculty members in the park were found to be infected with tuberculosis, and 5 of them were diagnosed with tuberculosis.

　　Jiangyin City Center for Disease Control and Prevention (hereinafter referred to as CDC) confirmed the above statement to The Paper. Five children diagnosed with tuberculosis are currently out of school and taking therapeutic medication, and 23 children infected with mycobacterium tuberculosis are taking preventive medication.

　　According to Jiangyin’s official introduction, after the relevant epidemic situation was monitored in early July, the functional departments and territories did a lot of work, and experts from provincial and municipal CDC participated in the whole process of support, and repeatedly made face-to-face explanations to parents, accompanying parents to invite the most famous experts in China to consult in Shanghai, and the epidemic situation was handled as quickly, legally and effectively as possible.

　　At present, the kindergarten has screened more than 270 teachers and students in the whole kindergarten. At present, there are no new cases of tuberculosis and the disease has not spread further.

　　28 children were infected, the first mass incident of tuberculosis in kindergarten in Jiangyin.

　　The incident kindergarten is the experimental kindergarten in Zhouzhuang Town, Jiangyin City (Nijiaxiang Branch).

　　According to the director of the park named Sun, The Paper was told that in May and June this year, a teacher in the park, Li Qing (a pseudonym), suffered from throat discomfort and other symptoms. After that, the teacher went to Jiangyin People’s Hospital and Jiangyin Chinese Medicine Hospital for examination on May 26th and June 2nd respectively.

　　"The results of the examination at that time were allergic rhinitis and allergic cough, and no tuberculosis was detected." Sun Yuanchang said.

　　However, the condition is still not good. After the summer vacation this year, the teacher went to Wuxi Second People’s Hospital for examination on July 8 and learned that he had tuberculosis. "The symptoms at that time were serious and hemoptysis." Sun said.

　　Parents know that the above happened on July 15th (Sunday). On the morning of the same day, the class news informed more than 30 teachers and students in the teacher’s class to conduct T-SPOT screening for tuberculosis on July 17th (Tuesday)..

　　Chen Xianwen, director of Jiangyin CDC, told The Paper that in this round of screening, among more than 30 teachers and students in this class, 17 (including 13 students and 4 faculty members) had strong positive results, that is, they had obvious tuberculosis infection, which made them more likely to get sick.

　　On July 20, the CDC organized the 17 people to go to Jiangyin People’s Hospital for further chest X-ray examination. Chen Xianwen said that one child’s chest X-ray was abnormal, that is to say, there was a suspected tuberculosis patient.

　　But parents are not at ease with Jiangyin’s test results. Finally, under the coordination of many parties, on July 26, Jiangyin CDC, Health Planning Commission, Education Bureau and other departments organized the students to go to the Public Health Clinical Center affiliated to Fudan University in Shanghai for inspection. The final conclusion is that among the 17 people, 5 children were diagnosed with tuberculosis.

　　"As soon as we found many cases, we expanded the scope of screening in mid-August and screened more than 270 teachers and students in the kindergarten." Chen Xianwen said that in the end, 15 strong positive cases were found, and there were no new cases of tuberculosis.

　　Now,The 28 infected students are all taking medication. Among them, five students diagnosed with tuberculosis have dropped out of school at home.. Yan Haidong, deputy director of Jiangyin Health Planning Commission, told The Paper,One of the five children is the child of the sick teacher Li Qing..

　　Chen Xianwen said that after investigation, there was an epidemiological correlation between 32 infected people and the initial illness of the sick teacher, that is, the former was infected and the latter spread after the illness.

　　"This is the first tuberculosis group incident in Jiangyin that I have learned about in the past ten years." Chen Xianwen said that no new cases have been found.

　　According to Yan Haidong, the kindergartens involved organize teachers to have a physical examination every year. After passing the physical examination, they will issue a health certificate to the teachers. They checked Li Qing’s medical examination record in August 2017, and "the chest radiograph is normal".

　　Two major questions of parents

　　Although the child has been treated at present, parents still have two big questions.

　　First, they hope that the garden and the Education Bureau will explain why the teacher was not found to be suffering from tuberculosis in time and stop his class in time to prevent the disease from spreading further. Parents believe that the garden and the education department have dereliction of duty in supervision.

　　It is understood that teacher Li Qing is a nursing teacher in the kindergarten, and she usually takes care of the children’s lives most of the time.

　　"Our child coughed one day and the teacher told him to go home and rest, saying that he was afraid of affecting (infecting) other children. Why did the sick teacher cough for several months and wear a mask to attend class, and the garden still let her continue to attend class?" A student’s parents said to The Paper.

　　Xu Qianfeng, director of Jiangyin Education Bureau, told The Paper, "The key is that the teacher’s first two visits were not tuberculosis. Since it is not an infectious disease, there is no reason not to let her attend class. It is normal for a teacher to cough and have an uncomfortable voice in class. "

　　The sick teacher Li Qing (pseudonym) told The Paper that before the diagnosis, she didn’t know that she was suffering from tuberculosis. "What a great experience it is to know that I have an infectious disease and go to work. I also have children." Li Qing said that after the diagnosis in July, she told the kindergarten leaders that she was tuberculosis. Before that, kindergarten leaders sometimes asked her why "cough has been bad" and whether she had seen a doctor.

　　"Teachers and schools don’t know in advance that it is tuberculosis. How can they be held responsible? Punish teachers? Teachers are also victims. " Wang Jian, deputy director of Jiangyin Education Bureau, told The Paper.

　　Parents’ second question is why before going to Shanghai for examination, the screening result organized by Jiangyin CDC was "only one suspected tuberculosis patient", while the result in Shanghai was five cases.

　　After screening in Jiangyin, Jiangyin CDC suggested that students infected with germs can start preventive medication for patients with strong positive, which is different from therapeutic medication for patients diagnosed with tuberculosis. "If you didn’t go to Shanghai for diagnosis, didn’t the five confirmed patients delay the treatment opportunity?" Student’s parents B said to The Paper.

　　In this regard, Chen Xianwen said that the difference in diagnosis results between the two places may come from two reasons. First, "Shanghai is a CT diagnosis, and we take a chest film. There is a difference in the clarity between chest film and CT"; On the other hand, "the two diagnoses are six days apart, and the development of tuberculosis is dynamic, which may also affect the diagnosis results."

　　"We handled it according to the" Code for Prevention and Control of Tuberculosis in Schools (2017 Edition) ",and the above requirement is to take a chest X-ray. However, Shanghai’s medical technology and concept are more advanced. They use more accurate and advanced CT. We have reported the inconsistent diagnosis results caused by the two diagnostic methods to the (Jiangsu) Provincial Health Planning Commission. " Yan Haidong, deputy director of Jiangyin Health Planning Commission, told The Paper.

　　CDC: Tuberculosis is treatable.

　　Parents reported that at present, the children’s medical expenses are paid in advance by parents and later reimbursed by the government.

　　In addition to asking kindergartens to take responsibility, another issue that parents are concerned about is whether children can be cured and whether it will affect their future study and work.

　　Chen Xianwen said that after years of medical development, tuberculosis is currently preventable, controllable and treatable. For patients with strong positive, the incubation period of bacteria is generally six months. As long as they are properly treated and recuperated during this period, they can recover slowly. For patients diagnosed with tuberculosis, the general treatment period also takes half a year. "From the tuberculosis cases we have contacted before, the recovery rate is over 90%." Chen Xianwen said.He also said that cure does not mean never recurrence, and not paying attention to physical maintenance will increase the chance of tuberculosis recurrence.

　　Chen Xianwen also said that the impact of tuberculosis on studies and work is limited to the period of illness. "If you just had tuberculosis, the employer won’t refuse to hire you. If you are suffering from tuberculosis at the time of applying, it will not work. " Chen Xianwen said that people are afraid of tuberculosis because they are afraid of infection, but if it is cured, it will not have an impact.

　　What’s more, "statistics show that at present, 40% of Chinese people are infected with mycobacterium tuberculosis, but some of them are hidden and have not yet developed." Chen Xianwen said to The Paper.

　　However, parents’ concerns remain. It is reported that after the tuberculosis group incident, the enrollment rate of the kindergarten in the new semester was greatly affected. Wang Jian, deputy director of Jiangyin Education Bureau, saw from the data on September 5 that,At present, there are only more than 100 students enrolled in the park, which is nearly half of the number compared with last semester. Many parents transfer their children to other kindergartens..

　　Even, "a teacher transferred to another school and was boycotted by the parents of that school." Parents of students said to The Paper.

　　At the same time, some parents reported that Li Qing’s illness may have been infected by previous tuberculosis cases in her village and town. "It seems that (the patient) lives opposite Li Qing’s house."

　　In this regard, Li Qing told The Paper that she was unclear. "The doctor just told me that I didn’t know where I was infected before, and then my body’s resistance dropped, and I often got sick after staying up late and not resting enough."

　　Yan Haidong, deputy director of Jiangyin Health Planning Commission, said that the tuberculosis patient from Li Qing’s hometown was diagnosed with tuberculosis in January this year, but there is not enough evidence to verify whether there is a correlation between the two diseases. "It is understood that this person is not a close contact of Li Qing". "Because tuberculosis is mostly transmitted through the respiratory tract, Li Qing has a wide range of activities and many contacts, so it is temporarily impossible to verify where she was infected."

　　Cao, deputy director of Jiangyin CDC, told The Paper that at present, there is a unified online monitoring system for tuberculosis in China, and the CDC has special personnel to check the detection system every day. As long as a case of tuberculosis is found, it will begin to follow up its medical treatment.

　　The system especially focuses on monitoring key places such as schools. "If there are cases in schools, the system will automatically send relevant messages to the mobile phones of disease control personnel." Cao said.

　　Take Li Qing’s illness as an example."After she was treated in Wuxi on July 8, the doctor entered this case into the monitoring system. However, she did not indicate that she was a teacher at that time, so she was treated as an ordinary tuberculosis case." Yan Haidong said.

　　succedentOn July 12, Li Qing went to Jiangyin People’s Hospital to get medicine. "When the hospital medical staff asked about the illness, they asked about their occupation. After knowing that she was a teacher, they updated this information to the monitoring system and reported it to the competent department., our CDC staff also found in the monitoring system, and then organized school screening. "Cao said to The Paper.

　　"Now the country is very strict in the prevention and control of infectious diseases. If there are cases that are missed, the punishment is very severe." Cao said. (The Paper reporter Chen Ke intern Wan Xiaotian)

Special feature of 1905 film network Recently, the film Transparent Heroes, which was originally scheduled to be released nationwide on June 30th, was announced to be withdrawn. During the previous publicity period, the film released a number of publicity videos of director Zhang Disha "bowing to the fans" and "doing his best to publicize" in the cinema, bringing the marketing method of "selling badly" which is common in the film market back to the public’s field of vision again.

"Today’s Film Review" invited Weng Yang, an associate professor at the School of Management of Beijing Film Academy, to talk together. Is "selling badly" really a good way of film marketing?

Selling miserable marketing for "changing fate"Misselling, as a marketing method, appeared in the film market and originated from movies.A hundred birds fly at the phoenix.

A Hundred Birds Facing the Phoenix is a literary genre film released in 2013. The film sincerely shows the persistence and true feelings of suona artists in the impetuous generation. It can be said to be an excellent Chinese film in terms of production and plot itself.

However, due to its strong market share in Captain America: Civil War, a movie released in the same period, the box office and film arrangement rate of "Hundred Birds at the Phoenix" are "extremely bleak". Under such pressure, Fang Li, one of the producers of "Hundred Birds in the Phoenix", "stunned" in his live broadcast room, pleading with the audience to go to the cinema to support "Hundred Birds in the Phoenix" and to promote "Hundred Birds in the Phoenix" on social media platforms.

After the live broadcast, the screening rate of "A Hundred Birds Facing the Phoenix" rose from the initial 1% to 4.5%, and finally gained 86.75 million box office. This kneeling, not only saved "A Hundred Birds in the Phoenix" in from the mire, but also opened the "road of selling miserably" in film marketing.

In 2017, the film "Flash Girl" was released. Faced with the same low film scheduling rate, the film released seven propagandists kneeling on the ground and holding the material map of the apology letter, which was intended to explain that "it is not the fault of the film that no one watched it, but that our publicity was not done well." Similar miserable marketing also appeared in the promotional video of "Out of the Earth" released last year. In the video, the director of the film walked into various movie theaters and told the few audiences in the audience his difficult feelings.

From these endless marketing, we can actually see the cooperation of the whole team for this marketing method very directly.What is the internal purpose of this tried-and-true marketing?What is the purpose of the tried and tested marketing?Selling badly first is for the sake of "arranging films."

The film side releases these materials that can reflect the difficulty of production and the care of the heart. The purpose of the first layer is to let cinemas, projection companies and cinema companies see them, and to stimulate their sympathy and allocate more ostentation and extravagance to the films in the market.

The second reason for selling badly is to "seek attention."In addition to letting the film company see it, the film also wants the audience to pay attention to the hardships of film production, so that the sympathy of fans and friends is rampant, and they are willing to go into the cinema to pay for their sympathy. Whether it is "Flash Girl" or released in recent years.Five teenagers who saved the water、Warriors of FutureIn fact, in selling miserable marketing, they all have the same purpose.

What are you selling miserably in the endless stream of marketing?Since the appearance of miserable marketing, its own marketing routine can be said to have been upgraded round after round, but for the past miserable marketing methods in the film market, they can be roughly divided into two types.

The first kind of selling is miserable, and it is not easy to sell the main creative team.

Take last year’s summer movie "War of Tomorrow" as an example. Louis Koo played the leading role and was the chief producer, and Louis Koo was also the main material during the publicity period. However, after the creative team found that the audience paid more attention to the topic of "selling miserably", the whole publicity direction changed from the original positive dissemination of China science fiction to Louis Koo as a "lone ranger" in China’s sci-fi pursuit of dreams, which really earned a wave of bitter tears for Chinese sci-fi fans.

The second kind of selling is miserable, selling the feelings of the film itself.

Whether it’s Journey to the West, Demon, New king of comedy, or Jia Zhangke’s return to the cinema, the filmmakers invariably chose a slogan: "We owe someone a movie ticket".

There is no denying that Stephen Chow’s films have influenced a generation or even generations, but most people have finished watching Stephen Chow’s works through CDs or in video halls; And Jia Zhangke’s film works, fans and friends used to watch mostly through streaming media platform.

Therefore, the film side seized the subtle emotion between the audience and the film, and through "selling feelings", let the fans and friends willingly walk into the theater and pay for their youth and feelings.

What makes miserable marketing "enduring" in film promotion?

Weng Yang, an associate professor at the School of Management of Beijing Film Academy, said: "Misselling marketing is essentially an expression of emotional marketing. It looks forward to grasping the sympathy or feelings of audience friends and making them willing to walk into the cinema and support the film."

Although selling miserable marketing and emotional marketing are similar in core, selling miserable marketing is not the only way of emotional marketing.

For the film market, the real core of emotional marketing is not to create emotional points that consumers do not have, but to stimulate and awaken many hidden emotions in the audience’s hearts through the film content itself, and to trigger spontaneous publicity and watching by the audience.

In recent years, film works have not only paid attention to "love the country" and "family friendship", but also paid more attention to the "hidden money" emotion in the audience’s mind. For example, the movie "She Disappeared" released not long ago actually takes emotional marketing to a new level. This movie not only pays attention to the changes of contemporary young people’s views on marriage and love, but also focuses on the energy point of "girls help girls" and explodes it in an appropriate way, which naturally gains box office and audience reputation.

It can be seen that selling badly naturally has its effects, but it should not be the mainstream way of film market promotion strategy.

Only by truly paying attention to the emotions of the audience, and making a delicate connection with the audience through the film works, and narrowing the distance with the audience, can it be a kind of good marketing with "moderation, skill and morality".

We also expect that in the future film market, there will be more marketing methods that are more suitable for the audience, so that the film and the audience can get closer and the film can take root in the hearts of the audience.

At 20: 30 on December 30, the 10-level "Madman and the Wind" began his fifth corpse run in an hour. A few minutes ago, dun morogh, his alliance territory in World of Warcraft: Classic Nostalgic Clothing, was killed again by tribal players.

In the alliance territory, tribal players can’t take the initiative to attack alliance players, and the killing of the 10th-level human warrior (now ID is "start over") who anchors Mad Man and Wind is purely accidental-he accidentally attacked the full-scale tribal tuba cruising around him while trying to attack leper dwarfs, thus causing a tragedy. During the prime time of his live broadcast, the human warrior’s "restart" was always surrounded by 10 ~ 15 tribal tubas, and countless union trumpets used the automatic following function. They sometimes overlapped and scattered, forming a "human centipede" behind the new number of Madman and Wind.

"PvP server, reasonable." When running the corpse, the madman and the wind seemed to be restrained. "And I made a mistake, I asked for it all. If my brothers kill me a few more times, they may be able to calm down. "

Madman and Wind was once a popular anchor of World of Warcraft. Because he made the famous video "Top Ten Series" and broadcast PvP-related content live for many years, he has a high reputation among World of Warcraft players-but this was before he made a mistake. In the live broadcast on September 17 this year, he and his own guild conquered the copy of the melting heart team in nostalgic clothes, but they became greedy when distributing equipment. Plus Onyxia’s head, which fell when he killed the black dragon princess the day before, Madman and Feng collected four pieces of regiment equipment, including the half face of the wind sword and the materials for making the orange hammer. After the DKP was cleared, he reluctantly accepted the fire-resistant shoes, which directly led to the withdrawal of the guild MT "Sumitomo", and he himself was drowned in the reviled voice of the audience.

Things spread much faster than expected. The next day, the "deeds" of the madman and the wind were written into paragraphs and made into videos, which caused a wave on social media. The nickname "Mao Renfeng", which is accurate and full of humor, even spread outside the circle and was well known by many netizens who don’t play World of Warcraft.

After that day, the madman and the wind were never broadcast live again. The last impression in people’s minds stays in the crowded Seyin sentry post-where his orc fighters were besieged by countless alliance players, but no tribe came to the rescue. After being beheaded by another dwarf hunter, the madman and Feng roared angrily in front of the camera: "Who did I recruit to annoy?"

In the next few days, the city of Ogrima, where the Frost Language Server (the server where Madman and Wind are located), was full of trumpets that came to denounce the "hairy wind". They put characters into various words, and even went from Og to Stormwind in an organized way to "send a funeral" for the Mao people.

Soon after, the variety show of World of Warcraft, which was recorded by Madman and Feng, was announced to be off the air. The platform for fighting fish also quickly removed his recommendation. Some netizens ridiculed: "Mao Renfeng is really dead."

What many people didn’t expect was that the madman and the wind were "resurrected" 102 days after the incident.

At 19: 30 pm on December 29, he opened the live broadcast room without warning. In the live broadcast, the official role of Madman and Wind appeared at the gate of the copy of the Temple of Angela, and he was telling his mental journey since September.

"In the 102 days without live broadcast, I always locked myself in my room and thought for a long time, some processes." He said quietly. "Some processes" is the mantra of the madman and the wind. Many times, it doesn’t really represent a certain process in front of it.

"I’m very sorry for the behavior that night. I looked at my attitude, expression, and many, many processes at that time, and I felt extremely guilty. You are right. "

He operated the role and flew to the gate of Angela: "Let’s start with the program."

On the site of the famous program "Fantasy Conference" in the past, Madman and Feng and his friends staged a drama of "Return of the Prodigal Son". They used formal costume characters and recreated the whole process of Mao’s equipment incident that night with various toys and small pets. Then, under the night sky in uldum, the madman and the orc warrior operated by the wind took off all their armor, knelt on one knee and repented again and again: "I was wrong, I was really wrong."

He sensationally played several photos with fans in the game when he was in the "Top Ten" before, and then turned his back and shouted "I want to go home". His friends appeared beside him, and put several gorgeous floor skills on him (including the soul link of shaman and the sacred word of priest: redemption). At the end of the program, a group of people started bloodthirsty in the passionate singing of "Until the End of the World" and trotted all the way to the entrance of the copy.

As soon as the screen changes, the login screen of nostalgic clothes appears. Madman and Feng turned on the camera-compared with three months ago, he changed a pair of glasses that looked gentler and a less ostentatious hairstyle.

"I’m very sorry, I know a lot of people know me because of Mao’s equipment. I want to come back and make some changes. I want to start over. Please give me another chance. "

There are two distinct sounds in the barrage of the live broadcast room. Some people think that "you should give others a chance when you get lost", but most people still show an angry attitude: "Do you deserve this song?" "Do you still have the face to broadcast live?" "You should die."

This contrast continues into the game. When Mad Man and Feng logged into the Warrior "Zhao and Feng", which made him notorious in the "917 Incident", several supporters rode to his side and kept brushing "Welcome Brother Men back!" ! ! We have been waiting for you! ! ！” . At the same time, the world channel, the talking channel and the secret language channel of Madman and the Wind were screened by countless unwelcome, abusive and even greeting family members.

Many opponents, under the ID of "Mao Ren Feng× Nima", constantly lambasted the madman and Feng, and at the same time kept asking for a duel with him, inviting him to join the team or making a deal. There is a player who trades madman and wind and puts a wind face in the item bar. In a short time, another player also traded him and dragged on a pair of fire-resistant shoes.

The madman and the wind are still apologizing and telling his mental journey. The process of apologizing is similar to the first time, but one detail is added: he said that he watched the National Day military parade and was infected, which strengthened his determination to repent. In the next few hours, he repeated this apology countless times.

The madman and the wind speak affectionately, but most netizens don’t seem to buy it. Some people pointed out that he avoided the important things, not only did he not apologize to the victims clearly, but also shifted the responsibility to the league members at that time, and even brought sympathy for the National Day, and his attitude was not sincere.

Anyway, the madman and the wind finished his confession. In the passionate music, he destroyed the wind face, fire shoes and the soldier T1 wristband that was not assigned that day, and then retreated to the role selection interface.

"I’ll delete the number’ Zhao and Feng’ now. Let’s build a trumpet and start over. "

The embarrassing scene happened at this time. Since "Zhao Hefeng" is still the president of the guild, he can’t delete his account. The madman and the wind have been brewing for a long time, and he froze in place for a while-he logged into the game again in regret and began to hand over to the president.

Obviously, he was not skilled in this operation, and he struggled with undercity for 40 minutes before finally giving the president out. The clumsy operation of Madman and Feng in the interface setting makes it hard for many people to believe that this is an old player who claims to have played in World of Warcraft for 14 years. The barrage kept sending out "?" Many people told him, "Just like you, how can I believe that you really love this game?"

This is not the first time that the madman and the wind have been questioned like this. As early as before the "Mao Renfeng" incident, he was accused by the netizens of the forum that "there is no real talent, but only money with feelings". Some people think that the PvP level of madman and wind is not high, and it is also suspected that it was dubbed in the live broadcast because of the honor of brushing; He didn’t do his homework well when explaining the epic Keystone Dungeon Invitational Tournament, and he was full of nonsense and unprofessional. Even the "Top Ten Series" on which he became famous was considered by some players to have borrowed ideas from foreign programs.

Finally, he logged out of the game again and put on passionate music again. What awaits him is another embarrassing scene: because there are still emails in the role’s mailbox, the role still cannot be deleted.

The madman and the wind wailed, "I just want to delete a number. Why is it so difficult?" They had to log in to the game again. When he checked his mail, he found that the mailbox was already full of emails abused by players (including a few encouraging emails)-it seemed that he could not delete them all in a short time.

The constantly popping up trading information, team invitation and guild invitation constantly harass his operation. Among them, a player named Shi Shi invited him to join the "Don’t dye" guild-Shi Shi was the priest who retired with Sumitomo at the time of the incident, and Don’t dye was the new guild they established themselves. However, the madman and the wind don’t seem to notice this. He is worried and annoyed that he can’t delete the role.

In the end, he still failed to delete "Zhao and Feng".

Although deleting the number failed, the madman and the wind still have to start again. He switched to an already-built necromancer trumpet, intending to start a brand-new journey from the town of death knell.

Things seem to go beyond his expectation. In a short time, countless tubas appeared on the map. They followed the madman and the wind and kept killing his target monster. Because he hasn’t reached the level of learning "Flame Shock", a mage without instant skills can hardly grab any monsters-10 minutes have passed, and his experience bar has not even risen by a small margin.

The madman and the wind reluctantly quit the game. Obviously, the tribe of Frost Language Server is no longer his place, and he intends to change a server. After a long time in the list, he entered the black hand of Red.

The madman and the wind chose a human thief. When he entered the name, he smiled and played "Mao Renfeng".

The system prompts: "This name cannot be used."

He tried all the permutations and combinations of "Madman and Wind" and "Mao" and found that they were all occupied. In the end, he had to settle for the second best, and named it "Overburning Shoes".

In a short time, Erxi, the anchor of Reid’s black-handed server, got the news that "Mao Renfeng is coming". Erxi is a PFU player of World of Warcraft. Because he is currently in the "off-season" between versions, he is nostalgic for playing the battlefield of Aoshan. When I heard that Madman and Feng were coming to his server, Erxi looked very scared: "Don’t, everyone forgot about me, and I will be sprayed when he comes."

Erxi Paladin took the hunter’s skill book of "Ning Shen Shooting" by mistake in the first week when "Heart of Melting Fire" was opened, and was scolded by netizens for a whole month. It seems that he still has a lingering fear about it.

At the same time, the barrage between the madman and the live broadcast of the wind began to accuse him of destroying the environment of other servers. "Curse the frost language to curse Reid again? Give you face? "

After much deliberation, he finally gave up the idea of replacing the server.

The madman and the wind returned to the frost language server. This time, he plans to practice a warrior trumpet in the league. The character’s name is "Start over", and he tells the audience: "Where you make a mistake, you will get up there. I won’t go here. "

Because the guild before Madman and Wind was in Frost Language Tribe, the alliance camp quickly became a "ghost suit" after the opening of the service-many players were unwilling to play with the big anchor on the same server, especially in the opposing camp. As you can imagine, under the current situation of "betraying others and alienating relatives", the alliance role of madman and wind will be chased and intercepted by tribal armies in the wild.

When he did his first job in the North County Monastery, about 10 full-scale tribal characters appeared beside him. Because the territory of the opposing camp has a protection mechanism for the trumpet, they can’t take the initiative to attack the madman and the wind, so these tribal players ride horses around him, expecting him to accidentally right-click and attack himself.

In addition to the tuba of the opposing camp, more busybodies set up the human trumpet of level 1, and then started again. In a short time, a long snake array was formed behind him, which was called "human centipede" by madman and wind. His character walks on the map, as if with a magnificent "parade".

When the background music was played to "Glory of Teenagers", Madman and Feng suddenly began to cry: "This is the place where I have lived for 14 years, and I really didn’t do well, but I really want to go home …" He turned away, hid his face and wept, and turned around and wiped his red eyes with the abuse of "crying too fake" and "pretending to be you".

Although it is still difficult to catch the monster under the large-sized target, there is obviously a chance for the soldiers who have charged. He stumbled through the first few tasks, looked at the map and went to the mine full of kobolds.

Narrow terrain is obviously more suitable for tribal wizards to play. The madman and the wind walked around the cave and found that the task monster had already been cleaned up by magic explosion.

At this time, netizens stopped insulting, and the barrage of "hahahaha" was full of screens, and the live broadcast room was full of cheerful atmosphere.

The madman and the wind sighed and said, "I know I deserve it. Brothers, calm down. Can you leave me some mission monsters?"

"Eighteen-year-old Brother Ma" is also in the "parade". Brother Ma is a little anchor of nostalgic clothes with little popularity. He has contributed 23 videos in bilibili, 11 of which are related to "Mao Renfeng". Brother Ma is one of the wizards who died in the explosion of Infinite Olympics. After the madman and the wind accidentally attacked the tribal player "red", Brother Ma flashed to him and released his skills crazily. After the madman and Feng ran away, he checked his injury statistics and confirmed that Mao Renfeng was killed by himself. He excitedly switched to the secret channel and told his friend, "I hit him!"

On this day, I started again and reached level 8. He has almost no money (even can’t afford to learn skills), because the less he picks up the body, the less likely he is to make a mistake; He didn’t have a bag either, because he refused the bag given to him by others, "I can’t make the same mistake as before"; He still has several tasks that can’t be completed because the tribal tubas killed the task NPC.

On the way to Alvin Forest, he received the "plane" and "rocket" from Yan Liang and Bang Lao San, both anchors of World of Warcraft under Elephant Mutual Entertainment (Elephant Mutual Entertainment is a live broadcast brokerage company led by well-known e-sports player PDD, and Madman and Feng are the signing anchors of this company). Yan Liang is officially taking the "Great Secret" at this time. When he saw the water friend asking him why he gave a gift to Mao Renfeng, he quickly explained: "No other meaning, after all, a colleague, I hope he will be a good person in the future and don’t make mistakes again."

Lao Bang didn’t make any comments. After seeing his rocket, the madman and the wind said heavily, "Thank you for not having it in the most difficult time … You know, don’t say anything more."

At this point, the barrage has become a little relaxed. The repetition of greeting parents has gradually decreased, and another voice has emerged: "I will forgive you if you can practice this number to level 60."

At 13: 30 the next afternoon, Madman and Wind started the live broadcast again. Soon after the broadcast, the "parade" around us was assembled. He searched for tasks in Alvin forest and slaughtered every experienced monster on the road. It took him an afternoon to reach level 10 and click the first talent point.

"It’s really not easy." The madman and the wind sighed.

After taking a new mission in Stormwind, he came to the western wilderness, hoping to rise to level 15 here and go to the first copy of "Death Mine". But for the madman and the wind, there is a big problem in the mission line of the western wilderness: almost all the main tasks are on NPC beside the entrance carriage. Some tribal players who can’t attack him began to kill NPC indefinitely, which made it impossible for madman and wind to get reward experience.

On the other hand, the big army still perseveres in killing all creatures around him who can gain experience-when the madman and the wind saw a warlock even open the door to pull people over, he obviously paused, and then repeated the sentence that has been repeated countless times: "reasonable. It’s my fault. "

At this time, the service of "getting stuck in the plane where the role of the madman and the wind is located" has been sold to 5G in the World Channel, and the price of picking up and dropping off the warlock package is 10G. In addition to insults and encouragement, there are some other contents in the chat box in the lower left corner: pornographic websites and gambling websites use the secret language of madman and wind to advertise, and some extreme opponents begin to make some sensitive remarks, probably in the hope that they will be banned.

Unable to gain experience for a long time, Madman and Feng intend to use the experience of discovering new places to "run the map to upgrade". He led his team to explore the western wilderness, and during the March, the "human centipedes" behind him also rose several levels. On the way to running the map, he walked up a scenic hillside-under the setting sun, the yellow grass was stained with a layer of red and brown, and the bare skin of the trumpet behind him shone in the dusk.

He began to recall the scene that thousands of people followed when he was in the "Top Ten". At that time, fans followed him with admiration in their eyes. There are still many people around him today, but most of them think about how to drive him out of World of Warcraft.

People racked their brains to create trouble for him-they cleared monsters, killed mission NPCs and flight controllers, and repeatedly killed him mercilessly when he accidentally attacked players, even at the expense of emptying his honor points.

In this case, his persistence seems to have touched some audiences. Maybe it’s because people who "don’t want to give him heat" have dispersed, or maybe the housing management began to selectively ban some personal attacks. In the barrage the next day, the view that "people make mistakes" seems to have the upper hand than the abuse that "you are worse than killing X criminals".

At about 22 o’clock in the evening, when doing a task in dun morogh, the madman and the wind made several cross-planes by using the role of an infinite team. So before the parade arrived, he had a normal game time of more than ten minutes. During this time, the warrior who was extremely weak in the wild at a low level felt the test from the game itself for the first time-because he had no money to learn bow and arrow, he could only give up more than two monsters who held a group. At this time, a dwarf priest came to him, gave him several treatments and put on a mantra: tenacity. The priest’s name is "stand up again and give a hand"

Half an hour later, Madman and Feng experienced the first team-building to restart this role. Two paladin players joined his team and did several tasks together. He kept saying "thank you" when they offered treatment and brushed their blessings.

However, this kind of time is still rare after all. In 90% of the time, the madman and the wind are still slowly escalating surrounded by tribal warriors and "human centipedes". At the end of the day, I started again and reached level 12. Before logging off, he added the friends of the two knights and agreed to play the "Death Mine" together tomorrow-but with his leveling efficiency, the soldiers of Madman and Wind are far away from Level 15.

As you can imagine, after arriving at redridge mountains and Twilight Forest, a neutral map where PvP is free, what awaits him must be the endless interference and corpse-guarding of the tribe. Under this premise, most people are not optimistic about his practice to level 60 without external help.

Lao Wang, the anchor of World of Warcraft, played a trumpet to be a "human centipede". After the madman and the wind went offline, he cut a snowman in Locke Mo Dan, while observing the chat of the World Channel, and at the same time did not forget to promote himself: "I am Lao Wang, I am in DouYu."

A player named "Internet Storm" abused madman and wind on the World Channel, which caused dissatisfaction among some indigenous people in the alliance. Someone said, "He didn’t’ Mao’ your equipment, so there’s nothing to scold." Some people also responded angrily: "Silly things, people are still brushing the screen after they have left."

"Internet violence" doesn’t matter. He classified all those who opposed his views as "sons of Mao Renfeng" and started a new round of screen brushing.

The protagonist of the September 17 incident, Xu Mituo, who was equipped by Mao, has now become an anchor. On the evening of December 30, while the madman and the wind ran away for countless times, he cut the naga on the beach to improve his proficiency in weapons with both hands. A barrage questioned him: "You depend on the heat, are you shameless?" He opened his backpack and showed the left and right faces of Feng Jian (in the three months when Madman and Feng stopped broadcasting, Sumitomo had collected the main materials of Feng Jian), and responded, "I want a face, do you want it?"

Someone asked him if he could forgive the "hairy style". Sumitomo smiled and told him, "I forgave myself anyway."

In the 48 hours since Mao Renfeng was re-broadcast, people have discussed "whether he should be forgiven" countless times. Some people think that "the prodigal son will never change his money". Since he has shown a fairly good attitude, his apology should be accepted. A slightly neutral player thinks that if he loves the game, he can continue to play World of Warcraft, but he can’t make money live; Others believe that it is the "hairy style" that drives the bad atmosphere of nostalgic clothes, and his "crime" is even more heinous than illegal crimes-madman and wind should always be nailed to the shame column.

A post from an altar friend in NGA refuted the view that "Mao Renfeng drives the atmosphere". He pointed out that things like "Mao" equipment and black gold were not uncommon 10 years ago, and naturally there will be no shortage today. Compared with all kinds of black gold in the discipline area in these three months, the "Mao Renfeng" incident is the least bad. It is precisely because of the identity of the anchor and the shooting at the head of the bird that his behavior was amplified and became the target of public criticism.

Below this post, the first comment is "how many group numbers there are, and we can make money together", and the second is "You are dead". Such comments appear in every post that looks "impure".

In this grand drama, World of Warcraft is about to usher in its year of 2020, and the "Black Wings Nest" of formal clothing 8.3 and nostalgic clothing will open soon, but the madman and the wind are far away from the wind face and fire-resistant shoes he once owned.

? ? ? ? ? ? Many car owners are buying Xpeng Motors for the first time, some are pure novice users, and they are not familiar with all kinds of buttons on the car. In addition, the minimalist design of Tucki similar to Tesla, many users say that they can’t use it, so it’s hard to remember, and their heads are so big! ! !

? ? ? ? ? ?Today’s most detailed graphic tutorial, here he comes! Hand in hand to teach you the usage of MONA M03 buttons. It is recommended to save them and look at them often to ensure that you can use them quickly without making mistakes! ! !

? ? ? ? ? 1. The first scene, the buttons on the steering wheel, the intelligent adjustment and the use of lighting, are used the most and must be mastered!

? ? ? ? 2. Second, double flashing lights and reading lights, put down in the back row, in case of emergency, such as high-speed breakdown, be sure to know where it is and turn it on at the first time! ! !

? ? ? ? ?3. Adjust the seat button and the glass lifting switch!

? ? ? ?4. Air conditioning adjustment in the back row, as well as charging port and small storage box under the trunk!

? ? ? ?5. It is our biggest feature, how to open and close the electric hatchback door, and how to set your own default opening height to avoid rubbing on it!

? ? ? ? That’s all for today’s sharing. Have you all learned? Novices must remember the meaning and usage of each key to travel safely on the road! ! !

? ? ? Finally, I wish all new friends a happy Mid-Autumn Festival! ! !

　　The number of fans is 5 million. Brother Donkey is under great pressure after getting rich overnight.

　　Claiming to have no face value and no culture, understanding the real circle of friends through the network.

　　In the webcast room, fans called him "Brother Donkey". At 9 o’clock every night, tens of thousands of fans have been "in place" on time, waiting for his appearance. In the online world, no one cares about his real name.

　　"Brother Donkey" is actually only 28 years old this year, and looks a little vicissitudes. In his own words, "people in their twenties look like they are almost forty years old". However, it doesn’t matter. Anyway, he didn’t take the common route of sucking powder by facial value at all. A year ago, he began to put some self-made hilarious ultra-short films on a video App, usually for more than ten seconds. Unexpectedly, it became popular overnight, and the number of fans soared from tens of thousands to more than five million now, making it the top three fans in this video App, online celebrity.

　　A year ago, he was only the owner of a small tobacco hotel in Shijiazhuang. A year later, when he came to Guangzhou, his life was undergoing earth-shaking changes.

　　Text, map/Guangzhou Daily reporter Du Anna

　　In a large building on the edge of Guangzhou, the reporter found such a super online celebrity who would get lost in his own community.

　　I have just moved to the community for almost two months, and Brother Donkey usually just stays at home. At the appointed time of the interview, he was driving around the community in his own sports car with more than one million yuan, and he still couldn’t find the appointed place.

　　Brother Donkey is 1.85 meters tall, with a white T-shirt and a pair of blue shorts. He dresses casually. Brother Donkey’s signature dress is a gold chain thicker than his fingers. He said that he didn’t buy it after online celebrity developed. "We’ll just show how much money we have at home.".

　　A year ago: urban "Jianghu" youth

　　No one saw that Brother Donkey would be where he is today, including himself.

　　Brother Donkey used to be a small owner of a tobacco hotel in Shijiazhuang, and the actual investor of this store was his father. In Brother Donkey’s eyes, Dad is a thoughtful businessman, from greenhouse cultivation in the countryside of Mudanjiang in Northeast China to vegetable trade, and then to running a restaurant in Shijiazhuang, step by step, making him a "rich second generation" — — Brother donkey

　　Speaking of his past life, he described himself as a playboy who was born in the countryside and had a primary school education, and became a city youth and wandered on the edge of mainstream culture.

　　Xiao Pang, his friend for many years and now his partner, thinks that Brother Donkey was famous in the local area before he became a super online celebrity, and his status in the Jianghu should not be underestimated. Xiao Pang used to be a waiter in the restaurant of Brother Donkey’s father. He was attracted by Brother Donkey’s personal charm and stopped working as a waiter. Every day, he was inseparable from him.

　　Three-person "donkey family class"

　　Brother Donkey’s current creative team also has a core member named Jia Erchang. The trio formed the present "Donkey Family Class". Jia Er is often a wise man in the eyes of Brother Donkey. He is thoughtful and far-sighted. "When he saw that I was going to be popular, he quickly went to my restaurant and invited me to dinner. Finally, the three of them stuck together."

　　Brother donkey, it’s purely fun to go online and become popular. Two years ago, someone told him that there was a fun video software that was especially suitable for him. Brother donkey’s eyes shine, and he is like a duck to water for a person who usually takes "amusing" as his hobby.

　　In the original Caotai team, Brother Donkey’s wife was a photographer, Brother Donkey was the protagonist, and almost all the chefs, waiters and logistics staff in his father’s restaurant made guest appearances in his hilarious jokes.

　　In order to attract attention, Brother Donkey has taken great pains. He scoured the Internet for props, bought a giant deck of playing cards, recorded several jokes, simulated several "landlords" games, and satirized how the "two-short" players turned their excellent cards into bad cards in the poker field.

　　The video broadcast effect was somewhat unexpected. One of the videos reached several million hits, and the fans of Brother Donkey rose by 30,000 to 40,000.

　　A year later: a fire broke out.

　　Brother donkey was very excited after a good game. Brother donkey said that the original works now seem to be the most satisfactory. He said that even if he looked back now, he would still laugh.

　　In the more than 200 works of "Donkey Family Class", most of the contents are from their original works, and some of them are remakes. Brother Donkey mainly creates hilarious short videos of more than ten seconds, while Jia Erchang writes "feature films" of about two minutes. Over the past two years, they have formed a tacit understanding.

　　The soaring number of fans

　　My brother remembers the excitement of tens of thousands of fans for the first time. At that time, he answered questions from fans. Every time the powder rises, he is even too happy to sleep.

　　Now, "a little numb", rising powder has become a burden. During the interview, he took out his mobile phone and took a look. In just one hour, on the video playback platform, it has already increased by 1,263. According to the statistics of Brother Donkey, the speed of his powder increase is almost 10,000 people a day.

　　The comments and private messages on the video playback platform are basically too busy for Brother Donkey.

　　In addition, hundreds of people request to add his WeChat friends every day. My brother didn’t look at his mobile phone for a few minutes, and the invitation to add WeChat friends has already been arranged in a "long queue". And most of the requests, the final result is ignored. Only some fans who brush their screens and "give gifts" frequently during his live broadcast may be added as WeChat friends by him.

　　Seeing that Brother Donkey is on fire, there are also many platforms to ask him to "move". He found that his "charm" is not infinite, the number of fans can’t come up, and the number of viewers during live broadcast is not as good as that of the existing platform.

　　I once thought about giving up.

　　In a year, Brother Donkey has gone from a small owner of a tobacco hotel to a super online celebrity now. The income has gone from 1.2 million yuan a year to 700,000 yuan a month now. He himself said that it was almost a rich man overnight.

　　"However, everyone only sees the scenery of success, but can’t see our sadness and suffering." Brother Donkey has refused to place advertisements when recording hilarious short films since he became online celebrity. Because of this, fans will look down on us.

　　But this principle has also been broken. That difficult time almost ruined Brother Donkey’s road to super online celebrity. Brother Donkey said that in fact, the monthly income of 700,000 to 800,000 yuan is only this year. For a long time, they not only earned nothing, but also posted it upside down.

　　However, what hit them hard was not the investment. "After all, the cost is not high, just a few people eat and some props", but the people around them don’t understand. "Jia Erchang’s parents saw their son with me, making jokes in the Woods all day. They are almost thirty, and they can’t earn a penny. Like a fool, they are anxious."

　　Brother donkey said, "My wife is also anxious. Is it silly to say that you pat all day?"

　　Dialogue with Brother Donkey: "I am a very wonderful online celebrity"

　　Guangzhou Daily: Did you ever think that you would become online celebrity?

　　Donkey: I didn’t expect that. I thought about 110 thousand ways to get rich, but I didn’t expect this one.

　　Guangzhou Daily: What’s your income now?

　　Brother Donkey: The monthly income is about 700,000 to 800,000 yuan. Most of the money was sent by fans in the webcast room. A live broadcast usually earns about 50 thousand yuan.

　　Guangzhou Daily: How many "zombie fans" do you think are among your fans?

　　Brother Donkey: There must be, because some people don’t interact with each other, and it won’t be long before they go offline. But each paragraph is played more than 2 million times a day. There should be no moisture in this.

　　"I don’t want to go too high, I don’t have great ability."

　　Guangzhou Daily: Are you satisfied with your work?

　　Brother donkey: I think the early works are better. I found the previous jokes interesting myself, but the current ones are just so-so. Jiang Lang is at his wit’s end.

　　Guangzhou Daily: What is your dream?

　　Brother donkey: I hope that one day a famous director will take a fancy to us and be able to make a movie. So we don’t play junk advertisements, but also for this dream.

　　Guangzhou Daily: Is there a great director looking for you now?

　　Donkey: No. But there are too many people looking for us to make micro-movies. We need to watch the script.

　　Guangzhou Daily: Do you still want to make a film by a famous director?

　　Donkey: I don’t want to. Now we know that the entertainment circle is not what we think. People like us can just make a big online movie. It’s better to be a chicken head than a phoenix tail. I don’t want to go too high, I feel that I don’t have that great ability, and I feel that I have reached the bottleneck.

　　Guangzhou Daily: Will you be anxious now?

　　Brother Donkey: Actually, I’m a little depressed after a long time. Since I came to Guangzhou, I only slept a few hours a day. I often shut myself in my room, watch WeChat, Weibo’s public platforms, find some meaningful jokes, and some popular content on the platforms. I feel too tired, just look at the car, and I can’t stop thinking for a moment. At present, the whole operation team has nearly 20 people, including shooting, editing, chef, logistics and bodyguards. The salary of each person is 10 thousand yuan a month, which is not a small expense.

　　"Second-and third-tier stars are no match for me."

　　Guangzhou Daily: Why did you come to Guangzhou?

　　Brother Donkey: In the past, during the live broadcast, it was a clothing factory in Guangzhou that provided me with clothes for free. Later, I came to this boss and felt that Guangzhou was very developed, and I picked up money casually. I cooperate with this clothing factory and act as their agent. I only say it once a day in the live broadcast room, and my micro-signal is filled up. Hundreds of people are designated customers. I sell clothes for a clothing factory and often run out of stock as soon as I sell them. I have used several micro-signals. Before, someone put my WeChat on the homepage of the video playback platform, and it was added to 5000 people at once. The WeChat card could not be opened and had to be invalidated. I have five or six micro-signals now, each of which is thousands of people.

　　Guangzhou Daily: Are you satisfied with the current situation?

　　Brother Donkey: oh, let a man of spirit venture where he pleases. If it doesn’t work right now, I’m happy, too. I’ve already enjoyed this process, which is quite exciting. I have reached such a "stage". Now that my fame has spread, people will not forget me for at least two or three years. For example, I can make movies. I still have some brand shares, and I will definitely not return to my original position.

　　Guangzhou Daily: Everything has a life cycle. How do you plan your future?

　　Brother Donkey: I can accept my disciples now and throw my popularity at them. Besides, I can invest in making movies.

　　Guangzhou Daily: Are you a little different from ordinary online celebrity?

　　Brother Donkey: Yes, I am a very wonderful one. To face value without face value, to culture without culture, to talent without talent, primary school culture.

　　Guangzhou Daily: Where are your fans mainly concentrated? Who are they?

　　Brother Donkey: It’s all over the country. If you travel all over the country, you just need to fill up your car and get fans everywhere. Just let me know when you broadcast live. There are fans in all fields, including business owners, social workers and public officials.

　　Guangzhou Daily: You look like a movie star now?

　　Brother Donkey: Second-and third-tier stars can’t compete with me. I think it’s almost 1.5 lines now.

　　"The Internet has made me see the reality clearly"

　　Guangzhou Daily: What’s your daily routine?

　　Brother Donkey: I sleep at dawn, get up in the afternoon and work at night almost every day.

　　Guangzhou Daily: What is the content of the live broadcast?

　　Brother Donkey: When fans ask me questions, I say what I think, which is very straightforward. I don’t hide, I don’t lie. Because telling a lie requires hundreds of lies to make up for it.

　　Guangzhou Daily: How will you relieve stress?

　　Brother Donkey: I’m going to open a martial arts school. You can vent when you have time.

　　Guangzhou Daily: What’s your biggest feeling after you became online celebrity?

　　Brother donkey: the internet is a magnifying glass in reality, which makes me see many people clearly. For example, the brothers who used to play together, when they saw that I was popular, came to me and said that they would kick my current partner out. I certainly wouldn’t. They called names behind their backs and said everything.

　　When I first started filming, I asked some friends for help. They not only didn’t help but also laughed at me. Now that I am popular, they all come back to me.

　　Reporter’s notes

　　He lives in a "parallel world"

　　After listening to Brother Donkey’s story, many people expressed their sighs. Is the Internet a world parallel to reality? Why is he popular?

　　During the interview, the performance of this super online celebrity made people feel extremely fickle. In the early communication, half of the people were "missing", and the interview site was temporarily changed. It was extremely unpunctual when the interview time came.

　　After a great test of patience, a guy who is 1.85 meters tall, with a thick gold finger chain and driving an Audi R8 sports car appeared in front of the reporter.

　　This has 5 million fans, and the super internet celebrity is full of apologies. It turns out that he just moved here not long ago, and his long-term day-and-night work and rest, coupled with the living habits of the super house, have never wandered around the community. So I drove around the community for several times and still couldn’t find the agreed place.

　　Brother donkey’s characteristic is to constantly subvert your inherent idea of online celebrities.

　　Finally, the interview had to be conducted on the side street of a stuffy and humbled shop. He parked his luxury car on the side of the road and walked into the roadside shop without hesitation. While not forgetting to joke, he said that he was originally a peasant, and he felt very adapted to this environment.

　　In the whole interview, he did not shy away from talking about the dilemma he faced, and reached a bottleneck in his creation. Although his income has reached a new peak, the higher he stands, the more lonely he feels, even if he has millions of fans.

　　He has no pushers or advisers, so he can only think for himself. He looks heroic, but in the face of his future, he looks conservative and worried. He doesn’t like some online celebrity, keen to expand the scale. He is satisfied with the flexible and free creative team at present.

　　After the tornado in Jiangsu, he took 30,000 yuan and drove from Guangzhou at 2 o’clock in the middle of the night, driving for more than 20 hours, and went to the hospital in the disaster area to give money to the victims. He didn’t record any video because he was afraid of being said to be a show, and he didn’t mention anything on the webcast platform. That’s what he wants.

　　In the end, he said frankly that it was not that he didn’t care about the media interviews, but that he felt as if he had nothing to talk about and was very unconfident, so he had to keep running away.

　　It is such a contradictory but true young man who becomes a super red man in another parallel world.

　　This morning, the reporter learned from the National Center for the Protection of Giant Panda in Ya ‘an, Sichuan, that six sub-adult giant panda babies will come to Beijing around May Day and settle in Beijing Zoo to participate in the exhibition to welcome the 60th anniversary of the National Day. At present, six pandas in Beijing have been preliminarily selected, namely Huaao, Jinyi, Wenyu, Xiangge, Shuiling and Qingfeng. Tomorrow, four giant pandas from Wolong Conservation Center will come to Ya ‘an to join two local pandas to make final preparations for Beijing.

　　"Boy" Huaao is like "Lady"

　　Among the six giant pandas in Beijing, only Huaao and Jinyi are in Ya ‘an. At 9 o’clock in the morning, when the reporter came to Leopard Mountain, which is located in the protection center, he saw Huaao walking out of the animal house slowly and saw the reporter’s camera lens. It suddenly flashed behind the stake and waited until the keeper Liu Juan pulled it out. Although Hua ‘ao is a "little boy", he eats very politely. All the other pandas are hiding or lying down, but he just sits there like a "lady". Jinyi, who lives in the research building, is just the opposite of Huaao. Although she is a girl, she is very naughty. First, she stared at the reporter’s bag, grabbed and bit it, and then she kept gnawing at the reporter’s leg, just like a naughty boy.

　　Choose the panda image "draft" in Beijing

　　According to the staff of the protection center, the six giant pandas in Beijing were jointly selected by experts from the provincial forestry department, Beijing Zoo and other units. The basic conditions of choice include beautiful appearance, such as sharp chin and round mouth; Personality should be lively and pleasing; Good physical condition and strong adaptability.

　　There is a dedicated kitchen and chef.

　　In the kitchen of Baozishan Giant Panda Huaao in the protection center, the reporter saw that the giant panda kitchen has more than ten square meters, including a steamer, a bamboo shredder, an oven and a cold room. Panda’s food is very rich. The big golden steamed bun is as big as a small washbasin, and it is filled with bamboo powder, corn, soybeans, vitamins and minerals. Giant pandas also have a special "chef". In addition, the panda should drink a basin of milk and eat several bottles of calcium zinc gluconate oral liquid.

　　If you are unwell, you need to change temporarily.

　　According to reports, at present, six giant pandas have performed well in physical and emotional aspects. Before entering Beijing, we should also look at their specific performance. If they feel unwell, they may be temporarily replaced.

　　Whether you can enter Beijing before May Day is uncertain.

　　Heng Yi, the propaganda minister of the Conservation Center, said that it was originally planned that six giant pandas would go to Beijing before May Day, but judging from the current progress, it is likely to be pushed back after May Day. The person in charge of Beijing Zoo said that the pandas coming to Beijing will stay in the new Giant Panda Pavilion.

　　Panda spectrum for National Day

　　"People come crazy" Huaao

　　Sex: male

　　Date of birth: July 16, 2007

　　Current weight: 50 kg

　　Appearance characteristics: sharp mouth, phoenix eye, delicate face, compact figure and handsome figure.

　　Personality, hobbies: active, eccentric, straightforward, often doing some difficult classic funny moves. Being sincere to your peers is a famous "people come crazy" in the circle. It is the specialty of "Huaao" to play practical jokes on his companions.

　　"Jiao Jiao girl" jinyi

　　Sex: female

　　Date of birth: August 6, 2007

　　Current weight: 50 kg

　　Appearance characteristics: pointed mouth, incomplete mandibular development, relatively short.

　　Personality, hobbies: gentle and lovely, like to play with people, nothing to hug the breeder coquetry. Usually, he is gentle and shy, but when he is breastfeeding, he is always the first to rush to the edge of the milk basin and finish the milk quickly. To see who eats slowly, he will steal someone else’s share while he is unprepared.

　　"Big Brother" Xiangge

　　Sex: male

　　Date of birth: August 7, 2007

　　Current weight: 68kg

　　Appearance characteristics: big eyes, sharp mouth and slender figure.

　　Personality, hobbies: I am the biggest in the garden, and I am impatient. When I am in a bad mood, my parents will deny me and hit whoever I see. "Xiangge" is always full of energy, and often runs in circles with the breeder, rampaging like a tank, causing its brothers and sisters to trip over, and the brothers and sisters who were hit dare not complain.

　　"cold beauty" watery

　　Sex: female

　　Date of birth: August 24, 2007

　　Current weight: 57 kg

　　Appearance characteristics: pointed mouth, round face, big eyes and stout limbs.

　　Personality, hobbies: a strong sense of prevention, but also often put on a proud, cold look and became a famous "cold beauty." Indifferent to breeders and other giant pandas, and highly sensitive, throw away food at the slightest sign and run away.

　　"flower mouth" breeze

　　Sex: male

　　Date of birth: August 24, 2007

　　Current weight: 55 kg

　　Appearance characteristics: big head, round face, and an obvious small black mass on the mouth.

　　Personality, hobbies: it often runs to the pool and stares at the unique face in the water, probably proud of its uniqueness. Impatient, when the breeder calls, it can’t wait to run to you like a windy day.

　　"Earthquake Orphan" Wen Yu

　　Sex: female

　　Date of birth: September 24, 2007

　　Current weight: 52kg

　　Appearance characteristics: slender mouth, phoenix eyes and furry whole body.

　　Personality, hobbies: introverted, like to be alone. Although it is small in size and has a beautiful figure, it looks like a small jade, but its personality is quite different from its appearance. It is agile, cunning and bold. It likes to bully the big with the small, and often beats the big partners to hide from the east. (Special correspondent Long Lu)

Editor: Wang Jiaolong

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