24 episodes of criminal investigation suspense online drama "Eliminating Crime" started in Qingdao on August 4th. The drama is directed by Bai Shan, the general director of "The Mysteries of the Tang Dynasty" series, and directed by Si Yuanjia, the powerful director. Yan Meiling and Shi Wei are screenwriters, with Fei Qiming and Wang Xiaoyunzi as the leading roles, Ye Zuxin as the special leading role, Yu Yi as the invited leading role, Liu Yitong and Cao Xiyue as the special leading roles, and Wang Hanwen, Baylor and Jia Hongwei as the leading roles.

The story begins with two murders in one place, two households and two nights in succession. Since then, the bizarre crimes have been linked like a butterfly effect, involving the fate of two generations, and the ugly human nature hidden under sin is staggering. "Fighting Crime" was produced by Zhongguang Natural Selection, Qishu Youyu, Shengcang Film, Zhongguang Shude, Yushi Brothers Film and Wuwei Film, and was jointly produced by Juyu Culture and Shanghai Yuntian.

On the day of the launching ceremony, Yang Haitao, senior vice president of iQiyi, Fu Champion, general manager of Zhongguang Tianxuan Media Co., Ltd., Dong Guanjie, founder and CEO of Qishuyou, and other leaders attended and delivered speeches.

Deeply cultivate the content of criminal investigation suspense track and upgrade it in an all-round way

"Killing Crime" is the fourth online drama in which Qishuyou ploughs deep into the suspense track of criminal investigation. As the first online drama of criminal investigation suspense in the whole network, "Murder Scene" produced before has achieved good box office results, winning the box office champion of iQiyi’s 12 short episodes with a total box office of 31.18 million. "Disappearing Traces" brought the suspense online drama of criminal investigation with two women to the audience for the first time, which not only refreshed the heat record of iQiyi’s sub-account drama many times, but also attracted a large wave of fans. The second series of Murder, Deep in Murder, just ended with a total box office of 62.6 million, and the contest between good and evil between black and white heroes was deeply loved by the audience.

This time, strange trees and fish have joined hands with natural selection, striving to subvert and upgrade the content and production of "Destroying Crime". The script was originally written by teachers Yan Meiling and Shi Wei, who have many years of working experience in Hollywood. The rhythm is compact, the logic is rigorous, and it is constantly reversed. The characters are closely related, the plots are connected, the crimes are interlocking, and the degree of brain burning is soaring. Not only is the case more confusing, but it also sets the ultimate mystery symbol "abyss", which runs through many crimes. It involves two generations of life and death grievances and their persistence in the truth. The gears of fate are constantly turning. How will these people touch the truth of sin? The wonderful story will definitely make the audience chase the drama with expectation and urgency!

"Fight Crime" invited director Bai Shan as artistic director, and thanked director Bai Shan for coming to the "Fight Crime" crew to give guidance during his busy schedule.

Si Yuanjia, the director of Journey to the West of the Tang Dynasty, directed Eliminating Crime. Si Yuanjia also directed many popular suspense dramas such as The Tang Dynasty, Who Is He, Chasing the Murder in the White Night, Old Nine Doors and The Scene of the Murder. The narrative ability of the two directors on suspense themes is accurate and solid, and the image style is unique, which makes people look forward to it.

The ultimate solution to the serial mystery under the abyss, starring in the game between good and evil

At the beginning of "Fighting Crime", Ning Zhen personally saw his father being killed when he was a child, and his mother disappeared, only he saw a suspicious man. Lu Zheng, the captain of Interpol, was killed to prevent the suspicious man from committing another crime. I don’t know when a strange symbol was left at the scene. The red symbol was deeply imprinted in the hearts of Ning Zhen (Fei Qiming), Lu Zheng’s daughter Lu Fan (Wang Xiaoyun’s son) and his apprentice Cao Jin (Ye Zuxin). Since then, this symbol has been called the "abyss". The only person who has seen the "abyss" becomes the "key" to solve the mystery. Many years later, the "abyss" reappears, and the fate of two generations is tied together again, as if they could never escape the fate …

Under such a complicated and suspenseful plot, the strength of the main actor of "Fight Crime" must not be underestimated, and a contest between good and evil acting is about to begin. The play is led by actors Fei Qiming and Wang Xiaoyunzi, especially Ye Zuxin.

Fei Qiming has starred in many excellent film and television works, such as I am waiting for you in the future, 20 Don’t Confuse 2, The Silk Case of Daming under the Microscope, Our Translator, etc. In 2023, he was selected into the Star Sea Young Actor Optimization Program and won the title of excellent student. This time, Ning Zhen and Fei Qiming, who starred in the police station, changed the image of youthful sunshine, handsome and gentle in the previous campus emotional drama, and completely created a thoughtful, calm, wise and persistent police role. As a child, Ning Zhen witnessed his father being killed, and then his mother disappeared. The persistence of the truth supported him to grow into a policeman, and the hardships in it were tearful.

Actor Wang Xiaoyunzi once participated in "It’s good to have you! "Kun Peng hits the waves" and "Don’t be tempted by me" are also very eye-catching in the hit film Silent Killing. What kind of hope will the reappearance of "Abyss" bring to Lu Fan, the daughter of Lu Zheng, the criminal police captain who died in the old case, from being young and ignorant to growing into a courageous, independent, stubborn, tenacious and fearless criminal police?

Also involved in the serial mystery is Lu Zheng’s apprentice Cao Jin, whose role is played by Ye Zuxin. In this year’s hit suspense drama "The Twilight Fire", Ye Zuxin plays Lin Fanglu, a criminal policeman, who is famous for his calm texture and amazing acting skills. Ye Zuxin has also starred in treading on thin ice, Qingpingle and other popular film and television works. This time, he plays a rigorous, pragmatic, experienced and ingenious criminal police captain in Fight Crime. What kind of sparks will be sparked by the gathering of the chasing trio? Let’s wait and see.

It is worth mentioning that Yu Yi was specially invited to play the role of Luo Yin in Fight Crime. Because he starred in the popular online drama "The Ferry of the Soul" series, he cooperated with director Bai Shan in the TV series "Brave Heart" in his early years, and recently he played the role of Qin Xiaobai in "The Journey to the West of the Tang Dynasty", which surprised the audience. From a free and easy painter in the Tang Dynasty to a psychologist who is eloquent, the contrast challenge is expected.

Liu Yitong, an old friend, plays Jiang Xiao, the general manager of the complex pharmaceutical group. What kind of surprise Liu Yitong will bring to the audience this time, which has been widely praised in the series of online dramas of Murder, is very exciting!

Yang Haitao, Tian Xue, Tammy and Lin Meng are the chief producers, while Zhu Jie, Wu Runqing, Li Li, Jin Mengling and Shang Jing are the producers. It was officially launched in Qingdao on August 4, and the pursuit of the murderer continued before dawn. The mystery under the abyss remains to be solved, so stay tuned!

In the knockout stage of new energy vehicle enterprises, Xiaomi’s "high-profile" entry into new energy vehicles has brought a lot of shock to the automobile industry. Since the technical conference, the hot topic of Xiaomi Auto has been constant, and the market is expected to be full, but it is also trapped in various disputes. At present, the official press conference will usher in a countdown, and facing the real market test, Xiaomi Automobile will usher in a new round of public opinion risk impact.

Author Miao Jian Research Institute

According to the data of Miaojian Information Big Data Monitoring Platform, from December 25th, 2023 to March 24th, 2024, 1,699,200 items related to "Xiaomi Auto" and "Xiaomi SU7" have spread across the whole network, and related topics have been listed on the hot search lists of 12 platforms including Tik Tok, Weibo and Baidu, with a total of more than 230 times, and the cumulative time on the list has exceeded 1,400 hours.

Miao Jian information analysis found that

In the "price war" period, coupled with the brand impression of "high cost performance", XIAOMI SU7, the first+first Xiaomi car, has a high degree of attention, and the public opinion has crushed all other single-brand models for three months.

The topic of price runs through the warm-up period of products. Compared with design and technical topics, price is still the most concerned topic of public opinion before the products in the automobile industry go on the market.

In 3 months, there were 319 articles related to SU7, with an average of 3.5 articles published every day. Lei Jun continued to speak out through official micro by virtue of his personal influence, which played an important leading role in the overall topic communication. Timely dispel rumors, disclose important information and respond to public concerns, constantly create and form hot topics, and maintain product popularity.

On March 28th, Xiaomi SU7 will be officially released at the listing conference, and the risk window of Xiaomi Auto’s public opinion will be reopened soon. After the product is officially listed, the risk of public opinion around the final pricing combined with test drive, comparative evaluation, marketing, sales delivery, new car problems, accidents and so on will continue to rise.

01

Sorting out the main communication threads of Xiaomi SU7 before listing.

On November 15th, 2023, the Ministry of Industry and Information Technology issued the Announcement of Road Motor Vehicle Manufacturers and Products (the 377th batch) and the Catalogue of Energy-saving and New Energy-using Vehicles with Vehicle and Vessel Tax Relief (the 56th batch), in which Xiaomi Automobile is located.

The recent major communication/public opinion events of "Xiaomi Automobile" are as follows:

A On December 25th, 2023, the official blog of Xiaomi Automobile announced that the "Xiaomi Automobile Technology Conference" would be held on December 28th, and Xiaomi officially revealed the relevant information of Xiaomi Automobile for the first time.

B On December 27th, 2023, Lei Jun released a message in his personal Weibo, paying tribute to the pioneers of new energy vehicles in China, such as BYD and Weilai. That night, Xiaomi Automobile paid a grand tribute to Huawei, Tucki, Ideality, BYD and Weilai through outdoor billboards.

C On December 28th, 2023, Xiaomi Automobile held a technical conference. Lei Jun said at the Xiaomi Automobile Technology Conference: "So don’t shout 99,000, it’s impossible." "Anyone who has this kind of performance and configuration will get more than 400,000 yuan, so there is no need to talk about 149,000 yuan, or we should respect technology."

D On January 2, 2024, a spokesman for @ Xiaomi Company wrote a rumor: We recently paid attention to a picture about Xiaomi’s automobile industry chain. After verification, at least 50% of the contents were completely wrong. It said that the information summary of the "industrial chain" pictures is full of loopholes and misleading to the public and investors, which is deeply puzzled.

On the same day, some netizens discussed the price of SU7 under Lei Jun Weibo. Lei Jun said: "Is there an opponent within 500,000?" . This reply triggered speculation that the final price of SU7 may be between 200,000 and 500,000 yuan.

E On January 5th, 2024, the car blogger "Li Sir Jiaolu" released Weibo news, questioning the suspected illegal behavior of Xiaomi Auto parking service video, and its comments questioned the blogger’s double standard.

F On January 8 -10, 2024, Xiaomi Automobile released "Answering 100 Questions from Netizens" in batches.

G On January 20, 2024, Lei Jun said in an interview with CCTV: "It is expected to be officially listed in the first half of 2024, and now it is undergoing small-scale mass production. This car has a very strong configuration and a very high cost. I think everyone is joking when they shout 99,000 yuan, 149,000 yuan or even 199,000 yuan. Pricing may indeed be a bit expensive, and we will announce it at the official product launch conference of Xiaomi Automobile. "

H On January 23rd, 2024, a spokesman for @ Xiaomi Company issued a document in Weibo to refute the rumor that Xiaomi Automobile was delivered in June. Recently, there have been a lot of rumors about the delivery time of Xiaomi Automobile. The relevant information is pure fabrication, completely false. Once again, the official release and delivery time of Xiaomi Automobile are subject to official information.

I On January 30th, 2024, Wang Hua, general manager of Xiaomi’s public relations department, responded to the issue of # Xiaomi’s policy price exposure # in Weibo, saying that in recent days, everyone should have seen the internal vehicles start to be licensed, which is also to test all the processes of running through the sales and delivery, and of course, buying insurance is also one of the links.

J On February 3, 2024, Lei Jun announced in Weibo that Xiaomi SU7 was conducting a comprehensive road test nationwide to make final preparations for the listing of Xiaomi SU7, and would focus more on the automobile business.

K On February 23, 2024, it was reported that Xiaomi’s early employees close to Lei Jun revealed that "Lei Jun is making a big move. The first car owners who buy Xiaomi cars may give them licenses if they don’t have a Beijing license." In response, a spokesperson for @ Xiaomi Company responded that it was completely inaccurate. Xiaomi’s pricing, delivery and sales policies are subject to the official release, which is well known.

On February 28th, 2024, Lei Jun voiced "Apple canceled making cars" and said that "Apple users will definitely be the best choice when purchasing smart electric cars".

M On March 12, 2024, Lei Jun released the official announcement of Xiaomi Automobile in Weibo on March 28.

N On March 13th, 2024, the reporter of science and technology innovation board Daily learned from the sales channel of Xiaomi Automobile that the price of SU7 top distribution will exceed that of M5 top distribution (about 300,000 yuan).

O On March 19th, 2024, a spokesperson of @ Xiaomi Company issued a rumor, saying that the Xiaomi road test vehicle was closed-loop tested on the closed-loop expressway, and there were no violations such as high-speed illegal U-turn, speeding, and escaping high-speed tolls.

P On March 20th, 2024, Wang Hua, general manager of Xiaomi Public Relations Department, denied that "Xiaomi Automobile will issue 1000 Xiaomi SU7F codes". "As far as I know, there is no channel for priority purchase of F codes".

02

Public opinion concerns

According to the monitoring results of Miaojian Information Big Data Platform, price is the most concerned topic of public opinion. Among them, the discussion of Xiaomi automobile product itself mainly focuses on price, technology and design.

I. Price

In the technical conference and CCTV interview, Lei Jun repeatedly said "Don’t shout 99,000, it’s impossible", "Anyone with this performance and configuration will have to pay more than 400,000, so there is no need to talk about 149,000", "The price is really a bit expensive, and 199,000 is impossible", and he even replied in Weibo "Is there an opponent within 500,000?"

The "cost-effective" label of Xiaomi’s mobile phone is deeply rooted in people’s hearts, which makes Xiaomi’s car trapped by the public opinion of "low price" and "low end" before its release. From the media point of view, Xiaomi held this technical conference just to break the existing public opinion situation, and wanted to tell everyone that "we still have to respect science and technology".

On January 5th, Wang Hua, general manager of Xiaomi’s public relations department, released the ultimate rumor about Xiaomi Automobile in Weibo: until the end of the official Xiaomi Automobile product launch conference, all the information and posters with the version and price of Xiaomi Automobile were false. On January 8th and 9th, Lei Jun Weibo released Xiaomi Auto to answer 100 questions from netizens, and also officially answered questions about pricing.

On February 21st, the price of # Xiaomi Auto was searched again in Weibo, and some cars said from the media that "the current situation is even more complicated". On March 6th, Li Guoqing, the founder of Dangdang, sent a video calling Lei Jun, asking Lei Jun to price Xiaomi for 150,000 to 200,000 yuan. On March 13th, the media learned that the price of SU7 top plate will exceed that of M5 top plate (about 300,000 yuan).

The release of technology, the voice of executives, the pressure from inside and outside the industry, and the wind of prices continue. The car industry is in a big environment of "low price". Faced with the expectation of many "rice noodles", Xiaomi will insist on going upstream and entering the mid-to high-end market in pricing, or push up the consumer’s budget through marketing and kill at a low price. The continuous price topic and various speculations will make Xiaomi SU7 in the preheating stage occupy the public opinion field in the car industry.

Mainstream media: The participating media are mainly financial media such as Caijing. com, national business daily and China Business News, mainly to report the latest development of Xiaomi Automobile and the contents of senior executives’ speeches, with few media comments.

Professionals: Guess why Xiaomi Auto has not announced its pricing.

According to national business daily, Pang Rui, a well-known brand expert and founding partner of Zhansheng Communication, "So far, regarding the pricing of Xiaomi SU7, Xiaomi is mostly denying the price circulated on the Internet, without giving any positive hints. Perhaps this is also a pricing test strategy, that is, by observing the market’s public opinion feedback on different rumored prices, Xiaomi can constantly correct the price and gradually form the final pricing in the process. "

According to China Net Finance, Liang Zhenpeng, a senior industrial economic observer, believes that "on the one hand, it takes a long time for a car to go from PPT to commercial mass production, and then to improve the yield to meet the standards of product quality, process performance and other technical parameters. For Xiaomi, the cost is difficult to determine for the time being, so the price has not been disclosed yet; On the other hand, in the process of R&D and manufacturing, Xiaomi’s automobile products will continue to be iteratively updated, and the cost will continue to change, thus affecting the final pricing. "

From the media: initiate pricing speculation discussion and analyze the situation of Xiaomi SU7 according to the actions of other car companies.

Weibo-Bigu: I feel that BYD’s price reduction can kill everything. Not all of Gaohe has fallen, and Wei Xiaoli has a hard time. If BYD starts to enlarge its recruitment further, Xiaomi will be miserable.

Weibo-_-Second Senior Brother: BYD took the lead in killing the red eye within 100,000 yuan, and extremely krypton Tucki pulled the 800V to within 200,000 yuan. Therefore, the 400V single motor introduced by Xiaomi SU7 does not have the version of lidar. Once it exceeds 200,000, it will be difficult to be a new brand. Xiaomi has only one chance to play cards.

Netizen: ridicule pricing, discuss the price in mind, think about marketing routines, and discuss price reduction issues.

First, throw a confusing 300,000 yuan to the outside world, and blow the wind. When the listing is low, it will be set at more than 20, and then the whole network will say that it is cheap and buy buy will buy it.

The marketing gimmick is full, just don’t know if the final price will satisfy the public.

Almost. Aren’t you tired of this old routine?　

Rumor? I think this is what Lei Jun wants. All the way from Xiaomi mobile phone is a similar eye-catching strategy.

The price was not announced at the press conference. By understanding how much users are willing to pay for Xiaomi Automobile, pricing is made according to this price.

If it’s so expensive, you can only wait for Redmi car; As expected, it may be accepted that there are so many piles of materials at the technical conference.

Didn’t a lot of news say 500 thousand before, and now another 360 thousand, I think it’s better to wait for the press conference

BYD’s 200,000 cars haven’t been reduced in price, so we can sell them at whatever crowd we target. If BYD drops another 10,000, we will buy them from people within 100,000.

It has been delayed for too long, and there is no enthusiasm for attention.

Second, technology

Under the public opinion environment that new energy car companies generally bear the original crime of technology, the louder the slogan of "self-research" is shouted, the more attention and condemnation it attracts. Lei Jun publicized "self-research" for many times at the press conference. Later, due to the constant controversy over "self-research", the rumors mainly focused on Xiaomi V8s super motor and Xiaomi Titan alloy, and thought that Xiaomi Automobile was just an assembly plant.

These false information have been rumored one after another. On the night of the press conference, there was a voice that Xiaomi V8s super motor was from Huichuan technology, not self-developed. Huichuan technology immediately responded to "V8s motor is self-developed by Xiaomi" on the stock trading platform, but some netizens still said, "Is Xiaomi fully self-developed? How did Huichuan know?"

In addition, the Titan alloy developed by Xiaomi was thought to be plagiarized by a university teacher, and then the teacher responded that "the ingredients were wrong, and Xiaomi did develop it himself".

A picture of Xiaomi automobile industry chain was also exposed on the Internet, which shows that most parts of Xiaomi automobile are supplied by third parties. In this regard, Xiaomi Automobile denies that at least 50% of the contents are completely wrong.

Since the media: Based on the information released by the government, this paper analyzes the five major technologies of Xiaomi Automobile and whether it is "self-developed". The overall tonality of the public opinion field is neutral.

Wechat-Zinc Scale: An industry insider told Zinc Scale, "This is the same as satirizing that the large aircraft C919 is’ assembled goods’, either ignorant or with ulterior motives. The key lies in how many core technologies are mastered, not how many parts are mastered. For example, the large die-casting equipment comes from a third-party supplier, but the large die-casting equipment cluster system is self-developed by Xiaomi Automobile, and integration is also a creative ability."

Wechat-driving AUTO: In fact, how much self-developed things Xiaomi has at this conference is something that can neither be confirmed nor falsified. Because the conclusion of netizens may be just a misunderstanding. The crux of the problem lies in who owns the intellectual property rights of technology. If it is a joint development but the intellectual property belongs to Xiaomi, from the perspective of property rights and law, Xiaomi claims that there is nothing wrong with "self-research", and even from the perspective of public order and good customs in the automobile circle, it is not against it. However, if the external publicity is renamed as "joint development", the shocking effect of publicity will obviously not be achieved, and the personnel of technological subversion will not be established, so "self-research" is necessary.

Wechat-poison tongue technology: self-research in the eyes of netizens and self-research defined by the industry are often not the same thing. Xiaomi’s plan is to explore a rotor material with leading strength with partners, thus developing a brand-new motor with 27,200 rpm. Xiaomi, a die casting machine, is not self-developed. What is really self-developed is the "millet large die casting integrated cluster". In other words, Xiaomi has developed a set of most suitable and efficient production lines, and the die casting machine is also customized by partners according to the needs of this production line. This actually does not prevent Xiaomi from saying that it is self-research.

Netizen: Mainly for poking fun at/not believing in Xiaomi’s self-developed technology, and thinking that Xiaomi encountered the black water army.

Obviously, the motor you bought has to be said to be self-developed, and you are really cheeky.

Just look at the technology of millet blowing, don’t take it seriously, let’s talk about it after seeing the actual effect.

The maximum speed limit is 120. Do you think the motor is fast and useful? Don’t argue about concepts!

Boy, the technology after these years has been pre-developed successfully now.

The precipitation of other big factories for decades and hundreds of years can’t compare with Xiaomi’s research and development in one year?

A certain group stayed up late to prepare for the exam in order to do a background check for Xiaomi Automobile.

Black Xiaomi and those who blow Huawei are the same type of accounts.

Let’s just say that a tree catches the wind. What do you think is the scandal of the dying joint venture?

Now the atmosphere is very funny, saying that Huichuan can’t prove that Xiaomi is self-researched, so Xiaomi is not self-researched. So who said it? Xiaomi said it himself. Do you believe it after Xiaomi said it himself?

Huichuan is quite powerful, with the existence of the top few in China.

Third, the design

1. Appearance is similar to Porsche controversy

Since the appearance of Xiaomi automobile in the catalogue of the Ministry of Industry and Information Technology on November 15, 2023, the appearance of Xiaomi SU7 has been controversial. Because the front face and side of the car are very similar to Porsche, it is ridiculed by netizens that "Mi Shijie" is "not that Porsche can’t afford it, but that Xiaomi is more cost-effective". One plus designer Haoran said that he copied Porsche Paramera, and many self-media published the comparison chart of Xiaomi SU7 and Porsche Taycan. Some cars discovered from the media that Lei Jun Weibo once revealed that he was reading Porsche-related books; Another online picture shows that Xiaomi’s product Xiaoai’s recognition result of Xiaomi SU7 is Porsche. The superposition of all kinds of "coincidences", coupled with Lei Jun’s mention of "comparable to Porsche Tesla" and "the goal is to compete with Porsche" at the press conference, Xiaomi Automobile is caught in a "plagiarism storm".

In addition to these doubts and ridicule, there are also many professionals who speak for Xiaomi. Regarding the question of whether Xiaomi automobile plagiarized or borrowed, many disputes helped the outbreak of public opinion.

There is no plagiarism:

Domestic automobile styling design has long bid farewell to the stage of plagiarism. As for what it looks like and what nickname it is, it is the category of the media. Sometimes quite speechless, there is always an angle to black millet; In industrial design, the streamline of coupe should be beautiful and low wind resistance, and it can only look similar, which is the only choice determined by aesthetic and scientific path after industrial design develops to a mature stage.

Ridicule plagiarism:

You don’t understand, this is actually a tribute to Porsche, the predecessor of the industry; Low-key, I think it can rival the aircraft carrier; Because it is comparable, the exterior is copied from Porsche and the interior is copied from Tesla. Combined, it is perfect.

Mention that other car companies are also suspected of plagiarism, implying that sunspots "follow the trend" and "double standard":

I’m curious why many netizens plagiarized Xiaomi’s car because it looks similar to Porsche, but no one said that the car chosen by Huawei is similar to Porsche.

2. Controversy over the design of semi-hidden door handles.

In addition, the conference also announced the patented design of the semi-hidden handle. Its embedded design not only optimizes the aerodynamic efficiency of the vehicle, but also retains the aesthetic feeling of its streamlined appearance. What’s more outstanding is that it skillfully solves the freezing problem in cold weather and avoids the pop-up difficulty that traditional pop-up door handles may encounter. However, some netizens complained that this design was "very familiar", and then Lei Jun also emphasized in Weibo that the semi-hidden door handle was completely different from the early pure mechanical structure "upturned semi-hidden door handle".

3. Other design disputes

In addition, the plum blossom wheel hub, the borderless cobblestone rearview mirror and the 105L front reserve box have also been ridiculed by some netizens that "this design has existed for a long time".

03

Analysis of communication characteristics

1. Price-related topics account for a large proportion, which is the key node to arouse public opinion.

Before the technical conference, Lei Jun revealed in Weibo that "Xiaomi SU7 is a bit expensive", and the topic was on the hot search, and public opinion tended to rise. Then there is the recurring price topic: # Rice flour expects Xiaomi car to be around 300,000 # # Lei Jun said that Xiaomi SU7 has no rivals within 500,000 # # Xiaomi car policy price exposure # # Xiaomi car pricing strategy exposure # and so on.

According to the data of Miaojian Information Big Data Monitoring Platform, the high point in the communication trend of Xiaomi Automobile’s price issue almost corresponds to the high point of Xiaomi Automobile’s overall communication trend. The price issue is the main aspect that causes public opinion controversy and is the key for Xiaomi Automobile to maintain a high degree of public concern.

2. Executives and officials frequently voice and refute rumors to promote the spread of topics.

In the early stage of the new car sale, the public opinion field was flooded with false information about price and technology. Lei Jun and Wang Hua, general manager of Xiaomi Group’s public relations department, repeatedly answered questions and rumors in Weibo. The Weibo account "Xiaomi Company Spokesperson" also released rumors about pricing and sales policies, delivery time and technology industry chain. On January 8 -10, Xiaomi Automobile released "Answering 100 Questions from netizens" to comprehensively answer all questions and focus on public concern, which to some extent avoided the persistence of false information on the brand.

According to the display of Miaojian Information Big Data Monitoring Platform, every time executives or officials intervene in the topic, it will cause a certain degree of public opinion fluctuation. On the whole, Xiaomi Automobile still holds a dominant position in the right to speak in public opinion. Although it is riddled with rumors, it has caused some self-media smearing and ridicule by netizens. However, the rapid rumor-dispelling and pre-emptive public relations method not only dispels the doubts of the industry, but also provides a continuous discussion for its own products.

3. The ups and downs of brand reputation are not obvious.

Miaojian Information Big Data Monitoring Platform shows that Xiaomi Automobile has a relatively large amount of sensitive information on the day of the technology conference, the rumor of giving Beijing license, and the extremely high-level executives talking about Xiaomi Automobile at the press conference. In the three months from the technical conference to the official conference, the topic headed by price is still in the discussion stage, and the related negatives are mainly rumors, which have limited practical impact on the brand reputation of Xiaomi Automobile.

04

Public opinion risk judgment

1. Be involved in the "price war" dilemma after pricing is released.

In the year of the Year of the Loong, Tesla took the lead in price reduction, and then BYD made a low price of 79,800 yuan. Changan Automobile, Nezha Automobile and other brands followed suit, and this year’s price war began. On February 27th, the new Extreme Krypton 001 went on the market, with a starting price of 269,000 yuan. Some media claimed that "Extreme Krypton gave Xiaomi a problem". On the day when Xiaomi Automobile announced its pricing, it will inevitably bring certain "fluctuations" to the auto market. For Xiaomi Automobile, whether to follow up the price war may become a hot topic in the market. How to break through in the price knockout is the challenge that Xiaomi is about to face.

2. Repeated marketing, led by price, leads to self-attack.

The topic of manufacturing is Xiaomi’s marketing style in the field of mobile phones. When it is used in Xiaomi cars, it is the product positioning that is close to Porsche, Tesla and other high-end products after frequent price snooping and opening. The price topic was frequently searched, and the executives responded many times. Before the conference, they paid tribute to other car companies and said that they were "comparable to Porsche" …………………………………………………………………………………………………………………….

3. It is difficult to get rid of labels such as "imitation" and "cottage"

Whether it is the marketing method of the brand or the malicious smear of peers, it has been labeled as "imitating foreign models" since it came out, which can easily deepen the stereotype of the public and thus produce psychological resistance to the brand. In the car sale stage, similar teasing will continue, which will affect short-term sales to some extent. In the long run, whether Xiaomi SU7 can get rid of the negative label with a good enough driving experience, make excellent performance a competitive advantage of the product, and reverse the relatively negative market perception will also be the focus of public opinion.

4. Other negative brands, negative road test and negative test drive affect Xiaomi’s reputation.

Recently, a Xiaomi employee said on the Internet that Xiaomi will lay off employees on February 29, and "only notice, no consultation" and "no year-end bonus after being laid off", and finally said "think twice about buying a Xiaomi car". On February 3rd, a photo of a suspected collision of Xiaomi SU7 during the road test came out on the Internet, which aroused public concern. Shake consumers’ decision to buy a car. On March 19th, Xiaomi Auto officially responded that the content was maliciously misinterpreted by some accounts, and there was no violation, and it was still communicating with the expressway group on false information. Xiaomi Automobile has attracted much attention. Once the public opinion such as the negative operation of Xiaomi Group, the negative road test of Xiaomi Automobile and the negative test drive experience of new cars in offline outlets occur, it will lead to a decline in its reputation, which will easily affect the marketing process and sales of Xiaomi Automobile.

5. Brand executives’ speeches caused controversy.

Lin Bin, vice president of Netcom Xiaomi, said in a circle of friends, "Driving Xiaomi SU7 from Beijing to Shenzhen office, starting at 7: 30 on Saturday morning and arriving at Shenzhen office at 11: 00 on Monday morning, the whole journey is 2320 kilometers, passing through Wuhan and Guangzhou, and charging for 5 times. (This is a great experience.) This content triggered some speculation about the endurance of Xiaomi SU7 from the media, and concluded that the endurance achievement rate was low. Among them, the self-media account "Chatting Car" only converted electricity consumption by charging times, and the published article was not rigorous, which was complained by Xiaomi Automobile. Some also said from the media that "if it is not full every time, he will definitely explain it clearly in the text. What an important habit it is." Executives’ speeches are often easily amplified and interpreted by the media, and if there is any imprecision, it will easily lead to controversy.

6. Peer-to-peer friends’ speeches caused controversy

Regarding Xiaomi Auto’s tribute to its peers, Yang Xueliang, vice president of Geely, said that "it’s too late". "If people always want to be paid tribute, it’s over, but if people always want to pay tribute to others, there is no promise"; Zhu Ling, vice president of Krypton, also posted a blog suggesting that Xiaomi’s marketing is more and more like health care industry’s, and commented sharply that "the last one who shouted out eco-cars seems to be LeTV mobile phones". On February 27th, at the launch conference of the brand-new Extreme Krypton 001, Extreme Krypton executives talked about Xiaomi Automobile’s "marketing is worth learning", and then # Extreme Krypton executives # boarded the hot search. After the listing of Xiaomi Automobile, the subsequent announcement may also lead to such cynicism and public controversy.

CCTV News:March 28th 0— At 24: 00, Quanzhou City, Fujian Province reported 7 new confirmed local cases and 122 new asymptomatic local infections. On the morning of March 29th, Quanzhou held a press conference to inform the latest situation of epidemic prevention and control.

In order to realize the "dynamic zero clearing" of the society as soon as possible, Quanzhou has continuously carried out large-scale population nucleic acid screening. At 6: 00 am on March 29th, a new round of nucleic acid screening was started in key areas.

Su Gengcong, Deputy Commander of COVID-19 Epidemic Prevention and Control in Quanzhou City, emergency headquarters:Continue to carry out regional nucleic acid detection in key areas of Fengze District, Jinjiang City, Luojiang District, Quangang District, shishi city, Nan ‘an City, Hui ‘an County, Anxi County, Yongchun County, Dehua County and quanzhou taiwanese investment zone, so as to comprehensively investigate the social spread risk.

According to the results of the last round of regional large-scale population nucleic acid detection and expert judgment, Quanzhou has adjusted the scope of social control and added a number of medium and high-risk areas and closed control areas.

Su Gengcong, Deputy Commander of COVID-19 Epidemic Prevention and Control in Quanzhou City, emergency headquarters:Newly designated Building 20 of Jiyuan Community in Wan ‘an Street in Luojiang District as a high-risk area, and Building 1 of Jiyuan Yayuan in Wan ‘an Street as a medium-risk area; Some areas in Licheng District, Fengze District, Luojiang District and Jinjiang City are newly designated as closed control areas.

In addition, on the 28th, some sealed-off areas in Quanzhou have met the conditions for unsealing. At 5: 00 pm on the 28th, the local authorities lifted the closure measures for Fengze District, Fengze Street, Fengze District, which is the first closure area in Quanzhou to lift the closure measures since the outbreak of this round.

CCTV News:Automobile has always been the focus of expanding domestic demand and promoting consumption in various places. At the same time, the development of automobile industry plays a "ballast stone" role in stabilizing the economy. Recently, various localities have promoted automobile consumption through various policies.

At the third spring automobile consumption exhibition in Wuhu, Anhui Province, which ended last week, merchants launched preferential discounts with different strengths for different brands and models. At the same time, Wuhu Municipal Bureau of Commerce has also issued a limited amount of 2 million yuan of automobile coupons, and consumers who buy new cars or trade-in cars for more than 100,000 yuan will be given consumption subsidies ranging from 3,000 yuan to 6,000 yuan. According to statistics, this auto show has accumulated 17,000 visitors in three days, and 438 vehicles were sold, with total sales reaching 65.32 million yuan.

Wang Shouqiang, director of the Market System Construction Division of the Anhui Provincial Department of Commerce, said: "We will promote the promotion of new cars, trade in old ones, scrap and update as a whole, create a gathering area for automobile quality consumption, and encourage development ‘ 4S shop+live broadcast ’ Automobile sales model, guiding automobile sales enterprises to gather and develop and improve their quality. “

In Harbin, Heilongjiang Province, a total of 30 million yuan of government funds were distributed to promote consumption, and some car dealers also launched multiple promotional activities simultaneously.

The data shows that from January to February, 2024, the production and sales of automobiles in China were 3.919 million and 4.026 million respectively, up by 8.1% and 11.1% respectively.

Wang Du, assistant to President china automobile dealers association, said: "Since the beginning of this year, the growth of the entire automobile market has been relatively good, and we expect the growth in March to be relatively large."

"Trade-in" Policy to Promote Automobile Consumption

With the introduction of trade-in policies in various places, the "fast forward button" is pressed for automobile circulation consumption. Let’s look at the reports sent back by reporters from Ningxia and Sichuan.

In the past few days, Ningxia has taken the lead in launching a trade-in campaign to promote consumption. As the first activity of the series of activities of "Consumption Promotion Year" in Ningxia in 2024, the local government has carried out activities such as cars entering shopping malls, rural areas and communities through a combination of policies such as scrapping (recycling) subsidies, discounting old cars and subsidies for new cars. The maximum subsidy for consumers to buy new cars can reach 7,000 yuan.

Vivi, deputy director of the Market Operation and Consumption Promotion Department of the Department of Commerce of Ningxia Hui Autonomous Region, said: "Improve the recycling system of scrapped cars, used household appliances and furniture, maximize the leverage of policies, and maximize the benefits to the people."

The most obvious change in trade-in is also reflected in the second-hand car trading market. In Sichuan Shuangliu International Airport Business District, the largest used car trading market in Southwest China, covering an area of over 100,000 square meters, was officially unveiled. The whole building integrates sales, acquisition, after-sales and insurance, and consumers can experience the whole process services such as car selection, car purchase, replacement and formalities on the same day.

Cancel the policy of moving restrictions and gradually implement it to accelerate the circulation of used cars.

In addition to price concessions, with the gradual implementation of the policy of completely canceling the restrictions on the movement of used cars, many used car dealers have also launched the national car source allocation service, which has accelerated the circulation of used cars.

According to china automobile dealers association’s data, from March 1 to 17 this year, the transaction volume of used cars was 850,000, double the same period of last month; It is estimated that the transaction volume in March will be around 1.7 million vehicles, up 41% from the previous month and 8.2% from the same period last year.

Relying on two centralized sales clusters, six used car trading markets, six car rental enterprises and more than 60 car retail enterprises above designated size, this year, Chengdu continued to build an international airport car consumption cluster in Shuangliu District with the engine of "Airport Shuangliu Car Purchase without Worry".

This year, the Ministry of Commerce will continue to implement measures to facilitate the sale and export of used cars, accelerate the activation of the second-hand market of new energy vehicles, promote the improvement of socialized maintenance service capabilities of new energy vehicles, study and standardize the recycling behavior of power batteries of scrapped new energy vehicles, encourage scrap motor vehicle recycling and dismantling enterprises to improve their resource reuse capabilities, and at the same time, strengthen supervision around the quality issues of used cars that consumers are most concerned about.

Wang Du, assistant to President china automobile dealers association, said: "Now the replacement demand has exceeded the first purchase, and the used car has completely entered a new period. The core issue here is actually the transparency of the car condition. If consumers can truly know the condition of used cars and someone is responsible, consumers will be more willing to buy used cars, so as to promote the flow and utilization of cars and ensure the healthy development of the entire automobile industry. "

Ministry of Commerce: Improving the convenience of new energy vehicle consumption service

The reporter learned from the Ministry of Commerce that this year, we will focus on the implementation of automobile trade-in, focus on the whole industrial chain, expand the new energy vehicle market in the whole process, and support the development of new energy vehicles. A few days ago, Shanghai officially released a new round of fuel vehicle trade-in subsidy policy and new energy vehicle replacement policy.

From January 1 to December 31 this year, individual consumers can apply for a one-time subsidy of 10,000 yuan for car purchase by scrapping or transferring their qualified passenger cars and buying pure electric new cars, and they can settle the accounts on the same day.

The landing of a series of incentive policies will bring a strong boost to the automobile consumption market. The data shows that in 2023, Shanghai’s new energy vehicle market hit a number of new highs, and 354,000 new energy vehicles were promoted. Pure electric vehicles accounted for more than 50% of the newly added private vehicles, and the green and low-carbon action goal of Shanghai’s transportation sector was completed ahead of schedule.

Optimize supporting services to further facilitate car purchase.

In addition to introducing a variety of preferential policies for automobile consumption, various localities have also optimized related supporting services to further facilitate consumers to buy cars and cars.

In Zhenjiang, Jiangsu Province, the local power supply department further simplified the charging pile installation process. After purchasing new energy vehicles, consumers only need to download the corresponding mobile phone application software and apply for installation, which can be installed in an average of 5 working days.

According to the data of the Ministry of Commerce, in 2023, the sales volume of new energy vehicles in China reached 9.495 million, a year-on-year increase of 37.9%, which effectively promoted the growth of the automobile consumption market. Now, new energy vehicles have become a hot spot of mass consumption, and charging piles and corresponding supporting services are also stepping up their layout.

Wang Du, assistant to President china automobile dealers association, said: "The whole service maintenance network system and charging piles must go to the countryside simultaneously, so that new energy vehicles can develop healthier and consumers’ satisfaction is higher."

　　Xinhua News Agency, Beijing, May 31st

Notice of the State Council Municipality on Printing and Distributing the Action Plan for Soil Pollution Prevention and Control

People’s governments of all provinces, autonomous regions and municipalities directly under the Central Government, ministries and commissions and institutions directly under the State Council:

　　The Action Plan for Prevention and Control of Soil Pollution is hereby printed and distributed to you, please implement it carefully.

The State Council, People’s Republic of China (PRC)

May 28th, 2016　　　

　　Action plan for soil pollution prevention and control

　　Soil is the material basis of sustainable economic and social development, which is related to people’s health and the construction of beautiful China. Protecting soil environment is an important content to promote the construction of ecological civilization and safeguard national ecological security. At present, the overall situation of soil environment in China is worrying, and some areas are seriously polluted, which has become one of the outstanding shortcomings of building a well-off society in an all-round way. This action plan is formulated to effectively strengthen the prevention and control of soil pollution and gradually improve the quality of soil environment.

　　General requirements: fully implement the spirit of the 18th CPC National Congress and the 3rd, 4th and 5th Plenary Sessions of the 18th CPC Central Committee, firmly establish the new development concept of innovation, coordination, green, openness and sharing in accordance with the overall layout of "Five in One" and the strategic layout of "Four in All", conscientiously implement the decision-making arrangements of the CPC Central Committee and the State Council, base on China’s national conditions and development stages, focus on the overall situation of economic and social development, and take improving the quality of soil environment as the core. Taking ensuring the quality of agricultural products and the safety of human settlements as the starting point, we should adhere to prevention first, protection first, risk control, highlight key areas, industries and pollutants, implement classification, separate use and phased treatment, strictly control new pollution, gradually reduce the stock, form a soil pollution prevention and control system with government-led, corporate responsibility, public participation and social supervision, promote the sustainable utilization of soil resources, and build a "blue sky is always there, green mountains are always there".

　　Work objective: By 2020, the increasing trend of soil pollution in China will be initially curbed, the overall quality of soil environment will remain stable, the soil environmental safety of agricultural land and construction land will be basically guaranteed, and the soil environmental risks will be basically controlled. By 2030, the quality of soil environment in China will be stable and good, the soil environmental safety of agricultural land and construction land will be effectively guaranteed, and the soil environmental risks will be fully controlled. By the middle of this century, the quality of soil environment has been improved in an all-round way, and the ecosystem has achieved a virtuous circle.

　　Main indicators: By 2020, the safe utilization rate of polluted farmland will reach about 90%, and the safe utilization rate of polluted land will reach over 90%. By 2030, the safe utilization rate of polluted farmland will reach more than 95%, and the safe utilization rate of polluted land will reach more than 95%.

　　First, carry out soil pollution investigation and master the quality of soil environment.

　　(a) in-depth investigation of soil environmental quality. On the basis of existing relevant investigations, focusing on agricultural land and land used by enterprises in key industries, carry out a detailed investigation of soil pollution, and find out the area and distribution of soil pollution in agricultural land and its impact on the quality of agricultural products before the end of 2018; By the end of 2020, master the distribution of contaminated land and its environmental risks in key industries and enterprises. Formulate the overall plan and technical regulations for detailed investigation, and carry out technical guidance, supervision and inspection and results audit. Establish a regular survey system of soil environmental quality, which will be carried out once every 10 years. (The Ministry of Environmental Protection takes the lead, with the participation of the Ministry of Finance, the Ministry of Land and Resources, the Ministry of Agriculture and the National Health and Family Planning Commission, and the local people’s governments at all levels are responsible for the implementation. The following must be implemented by local people’s governments at all levels, and are no longer listed)

　　(two) the construction of soil environmental quality monitoring network. Unified planning, integration and optimization of soil environmental quality monitoring points, before the end of 2017, complete the setting of national soil environmental quality monitoring points, build a national soil environmental quality monitoring network, give full play to the role of industry monitoring network, and basically form soil environmental monitoring capabilities. All provinces (autonomous regions and municipalities) carry out at least 1 training for soil environmental monitoring technicians every year. According to the needs of the work, all localities can set up additional monitoring points, increase the monitoring items of characteristic pollutants and increase the monitoring frequency. By the end of 2020, all counties (cities, districts) will be fully covered by soil environmental quality monitoring points. (Led by the Ministry of Environmental Protection, with the participation of the National Development and Reform Commission, the Ministry of Industry and Information Technology, the Ministry of Land and Resources and the Ministry of Agriculture)

　　(3) Improve the level of information management of soil environment. Using the relevant data of environmental protection, land resources, agriculture and other departments, we will establish a basic database of soil environment and build a national information management platform for soil environment, and strive to complete it before the end of 2018. With the help of mobile Internet, Internet of Things and other technologies, we will broaden the channels of data acquisition and realize dynamic data update. Strengthen data sharing, compile a resource sharing catalogue, clarify the rights and methods of sharing, and play the role of soil environment big data in pollution prevention, urban and rural planning, land use and agricultural production. (Led by the Ministry of Environmental Protection, with the participation of the National Development and Reform Commission, the Ministry of Education, the Ministry of Science and Technology, the Ministry of Industry and Information Technology, the Ministry of Land and Resources, the Ministry of Housing and Urban-Rural Development, the Ministry of Agriculture, the National Health and Family Planning Commission and the State Forestry Administration)

　　Two, promote the prevention and control of soil pollution legislation, establish and improve the system of laws and regulations.

　　(4) Accelerate the legislative process. Cooperate to complete the drafting of soil pollution prevention and control law. Timely revision of pollution prevention, urban and rural planning, land management, quality and safety of agricultural products related laws and regulations, increase the content of soil pollution prevention and control. Before the end of 2016, the revision of pesticide management regulations will be completed, and the measures for the management of soil environment of polluted plots and agricultural land will be issued. Before the end of 2017, departmental regulations such as pesticide packaging waste recycling, soil environmental management of industrial and mining land, and waste agricultural film recycling will be issued. By 2020, the system of laws and regulations for the prevention and control of soil pollution will be basically established. All localities can study and formulate local laws and regulations for the prevention and control of soil pollution in light of actual conditions. (The Legislative Affairs Office of the State Council and the Ministry of Environmental Protection take the lead, and the Ministry of Industry and Information Technology, the Ministry of Land and Resources, the Ministry of Housing and Urban-Rural Development, the Ministry of Agriculture and the State Forestry Administration participate)

　　(5) System construction standard system. Improve the relevant standards and technical specifications for soil pollution prevention and control. Before the end of 2017, release the soil environmental quality standards for agricultural land and construction land; Complete the preparation and revision of technical specifications for soil environmental monitoring, investigation and evaluation, risk management and control, treatment and restoration, and technical guidelines for environmental impact assessment; Revise the limits of toxic and harmful substances in fertilizer, feed and irrigation water and the standards for controlling pollutants in agricultural sludge, and further tighten the requirements for controlling pollutants; Revise the agricultural film standard, improve the thickness requirement, and study and formulate the degradable agricultural film standard; Revise pesticide packaging standards and increase requirements for preventing pesticide packaging waste from polluting soil. Revise pollutant discharge standards in a timely manner, and further clarify the requirements for special pollutant discharge limits. Improve the analysis and testing methods of pollutants in soil and develop soil environmental standard samples. Local soil environmental quality standards that are stricter than the national standards can be formulated by all localities. (Led by the Ministry of Environmental Protection, with the participation of the Ministry of Industry and Information Technology, the Ministry of Land and Resources, the Ministry of Housing and Urban-Rural Development, the Ministry of Water Resources, the Ministry of Agriculture, the General Administration of Quality Supervision, Inspection and Quarantine and the State Forestry Administration)

　　(6) Comprehensively strengthen supervision and law enforcement. Clear regulatory focus. Focus on monitoring heavy metals such as cadmium, mercury, arsenic, lead, chromium and organic pollutants such as polycyclic aromatic hydrocarbons and petroleum hydrocarbons in soil, and focus on monitoring non-ferrous metal mining, non-ferrous metal smelting, petroleum exploitation, petroleum processing, chemical industry, coking, electroplating, tanning and other industries, as well as major grain (oil) producing counties and built-up areas of cities above prefecture level. (Led by the Ministry of Environmental Protection, with the participation of the Ministry of Industry and Information Technology, the Ministry of Land and Resources, the Ministry of Housing and Urban-Rural Development and the Ministry of Agriculture)

　　Strengthen law enforcement. Take the prevention and control of soil pollution as an important part of environmental law enforcement, make full use of the environmental supervision grid, and strengthen the daily supervision and law enforcement of soil environment. Severely crack down on environmental violations such as illegal discharge of toxic and harmful pollutants, illegal storage of hazardous chemicals, illegal disposal of hazardous waste, abnormal use of pollution control facilities, and falsification of monitoring data. Carry out special environmental law enforcement for enterprises in key industries, and supervise and supervise enterprises that seriously pollute the soil environment and are strongly reflected by the masses. Improve the environmental law enforcement conditions at the grass-roots level and equip them with necessary law enforcement equipment such as rapid detection of soil pollution. Carry out one round of professional technical training on soil pollution prevention and control for national environmental law enforcement personnel every three years. Improve the emergency response capability of environmental emergencies, improve the emergency plans for environmental pollution incidents at all levels, and strengthen the construction of environmental emergency management, technical support, and disposal and rescue capabilities. (Led by the Ministry of Environmental Protection, with the participation of the Ministry of Industry and Information Technology, the Ministry of Public Security, the Ministry of Land and Resources, the Ministry of Housing and Urban-Rural Development, the Ministry of Agriculture, the State Administration of Work Safety and the State Forestry Administration)

　　Three, the implementation of agricultural land classification management, to ensure the safety of agricultural production environment

　　(seven) the classification of soil environmental quality of agricultural land. According to the degree of pollution, agricultural land is classified into three categories, those that are unpolluted and slightly polluted are classified as priority protection categories, those that are lightly and moderately polluted are classified as safe utilization categories, and those that are heavily polluted are classified as strict control categories. Focusing on cultivated land, corresponding management measures are taken respectively to ensure the quality and safety of agricultural products. Before the end of 2017, the technical guidelines for the classification of soil environmental quality of agricultural land will be issued. Based on the detailed investigation results of soil pollution, we will carry out collaborative monitoring and evaluation of cultivated land soil and agricultural products, promote the classification of cultivated land soil environmental quality in an orderly manner on the basis of pilot projects, and gradually establish a classification list, which will be completed by the end of 2020. Delineation results are examined and approved by provincial people’s governments, and data are uploaded to the national soil environment information management platform. According to the change of land use and the change of soil environmental quality, the information of cultivated land area and distribution of various categories is updated regularly. Conditional areas should gradually carry out the classification of soil environmental quality of other agricultural land such as woodland, grassland and garden. (Led by the Ministry of Environmental Protection and the Ministry of Agriculture, with the participation of the Ministry of Land and Resources and the State Forestry Administration)

　　(8) Effectively strengthen protection. All localities should classify qualified priority protected cultivated land as permanent basic farmland, and implement strict protection to ensure that its area does not decrease and the quality of soil environment does not decline. Except for the location of key construction projects stipulated by law, it is really unavoidable, no other construction shall be occupied. Large grain-producing (oil-producing) counties should formulate soil environmental protection plans. High-standard farmland construction projects are inclined to areas where priority protection farmland is concentrated. Measures such as returning straw to the field, increasing the application of organic fertilizer, less tillage and no tillage, rotation of grain and beans, reduction and recycling of agricultural film, etc. Continue to carry out pilot projects for the protection and utilization of black land. The transferee of rural land transfer should fulfill the responsibility of soil protection and avoid the degradation of soil environmental quality caused by predatory agricultural production methods such as excessive fertilization and abuse of pesticides. The people’s governments at the provincial level should give early warning to the counties (cities, districts) where the area of priority protected cultivated land is reduced or the quality of soil environment is declining within their respective administrative areas, and take restrictive measures such as limiting the approval of environmental impact assessment according to law. (Led by the Ministry of Land and Resources and the Ministry of Agriculture, with the participation of the National Development and Reform Commission, the Ministry of Environmental Protection and the Ministry of Water Resources)

　　Prevent and control enterprise pollution. Strictly control the construction of new enterprises in industries such as non-ferrous metal smelting, petroleum processing, chemical industry, coking, electroplating, tanning, etc. in areas where priority protected cultivated land is concentrated, and the existing enterprises in related industries should adopt new technologies and new processes to accelerate the pace of upgrading and upgrading. (Led by the Ministry of Environmental Protection and the National Development and Reform Commission, with the participation of the Ministry of Industry and Information Technology)

　　(nine) efforts to promote the safe use. According to the situation of soil pollution and agricultural products exceeding the standard, counties (cities, districts) with concentrated safe use of cultivated land should formulate and implement the safe use plan of contaminated cultivated land in combination with local main crop varieties and planting habits, and take measures such as agronomic regulation and alternative planting to reduce the risk of agricultural products exceeding the standard. Strengthen the quality inspection of agricultural products. Strengthen technical guidance and training for farmers and farmers’ cooperatives. Before the end of 2017, a technical guide for the safe use of contaminated cultivated land will be issued. By 2020, the area of lightly and moderately polluted cultivated land will reach 40 million mu. (The Ministry of Agriculture takes the lead and the Ministry of Land and Resources participates)

　　(10) Fully implement strict control. Strengthen the management of the use of cultivated land under strict control, demarcate areas where specific agricultural products are prohibited from production according to law, and prohibit the cultivation of edible agricultural products; To threaten the safety of groundwater and drinking water sources, the relevant counties (cities, districts) should formulate environmental risk management and control plans and implement relevant measures. The study will bring strictly controlled cultivated land into the scope of the new round of implementation of returning farmland to forests and grasslands, and formulate plans to adjust the planting structure of heavily polluted cultivated land or return farmland to forests and grasslands. We will continue to carry out pilot projects in Changsha, Zhuzhou and Xiangtan, Hunan Province to restore farmland contaminated by heavy metals and adjust crop planting structure. Pilot implementation of the farmland rotation fallow system. By 2020, the planting structure of heavily polluted cultivated land will be adjusted or the area of returning farmland to forests and grasslands will strive to reach 20 million mu. (Led by the Ministry of Agriculture, with the participation of the National Development and Reform Commission, the Ministry of Finance, the Ministry of Land and Resources, the Ministry of Environmental Protection, the Ministry of Water Resources and the State Forestry Administration)

CCTV News:According to the WeChat official account news of "Gongxin Weibo", on December 6th, the Ministry of Industry and Information Technology held a symposium for the director of the National Communications Administration and a symposium on information and communication supervision.The meeting pointed out that it is necessary to speed up the construction of new infrastructure, promote key core technologies, improve the governance system, promote the healthy development of the platform economy, build a national network security barrier, promote the deep integration of the digital economy and the real economy, and provide strong support for the construction of a powerful country, a network power and a digital China.

The meeting emphasized that the information and communication industry is a strategic, basic and leading industry of the national economy. It is necessary to persist in promoting the modernization of the industry, continuously consolidate and enhance the competitive advantage and leading position of the industry, persist in empowering the digital transformation of the real economy, and consolidate the technology, network, application, market and security foundation of services to support new industrialization, and play a greater role in promoting new industrialization and building a modern industrial system. It is necessary to speed up the optimization and upgrading of new information infrastructure, promote the coordinated development of "double gigabit", speed up the layout of intelligent computing facilities, optimize the internet architecture, and improve the green and low-carbon level of information infrastructure. It is necessary to speed up tackling key core technologies, promote the R&D and innovation of 6G technologies, and build a modern industrial system of information and communication. It is necessary to deepen the empowerment of integrated applications, issue guidance on the high-quality development of industrial Internet, promote the "100 million" action of 5G factories, and accelerate the industrial "intelligent transformation from digital to network". Support platform enterprises to expand consumption scenarios, empower manufacturing and enhance international competitiveness. It is necessary to strengthen the network and data security system and capabilities, strengthen the construction of technical support capabilities, improve the data security management level of the industry, and promote the innovative development of the network and data security industry. It is necessary to further promote the construction of a new industry supervision system, improve the all-round, multi-level and three-dimensional supervision system, improve the supervision of the whole chain and all fields before and after the event, actively and orderly promote the opening up of the industry, and further promote the construction of work style and rectification work.Deepen the supervision of key areas such as APP. Improve the emergency communication plan system and command system, and ensure communication services for major events and emergencies.

　　BEIJING, June 13 (Xinhua) According to the website of State Taxation Administration of The People’s Republic of China, recently, State Taxation Administration of The People’s Republic of China issued the Measures for the Administration of Pre-tax Deduction Certificates of Enterprise Income Tax (hereinafter referred to as the Measures), which came into effect on July 1, 2018.

　　On the 13th, the State Administration of Taxation issued a related interpretation in official website, stating that there are many kinds of pre-tax deduction vouchers, wide sources and many situations. The Measures clarify the related concepts, application scope, management principles, types, tax treatment of basic situations and tax treatment of special situations from the perspective of unified understanding, easy judgment and easy operation. At the same time, the "Measures" always runs through the concept of "combining management with release and optimizing services", which will play a positive role in thoroughly implementing the spirit of "streamline administration, delegate power, strengthen regulation and improve services" reform in the tax system. First, the Measures clarify that receipts, internal vouchers and split vouchers can also be used as pre-tax deduction vouchers, which will reduce the tax burden of taxpayers. Second, the "Measures" have detailed provisions on the types, filling contents, acquisition time, replacement and replacement requirements of pre-tax deduction vouchers, which is beneficial for enterprises to strengthen their own financial management and internal control management and reduce tax risks. Third, in view of the fact that enterprises have not obtained external vouchers or obtained non-compliant external vouchers, the Measures provide remedial measures to protect the legitimate rights and interests of taxpayers.

　　Interpretation shows that the taxpayers subject to the Measures are resident enterprises and non-resident enterprises as stipulated in the Enterprise Income Tax Law and its implementing regulations.

　　According to the interpretation, since it is difficult to list the pre-tax deduction vouchers one by one, clarifying the management principles is conducive to eliminating disputes and ensuring that taxpayers and tax authorities jointly follow and standardize the handling. Pre-tax deduction vouchers should follow the principles of authenticity, legality and relevance in management. Authenticity is the foundation. If the economic business and expenditure of an enterprise are not authentic, it will naturally not involve the issue of pre-tax deduction. Legality and relevance are the core. Only when the form and source of the pre-tax deduction voucher comply with the relevant provisions of laws and regulations, and are related to the expenditure and have probative force, can it be used as the proof of the pre-tax deduction of enterprise expenses.

　　The interpretation also explains the following contents:

　　— — Relationship between pre-tax deduction voucher and pre-tax deduction

　　Pre-tax deduction voucher is the basis for enterprises to deduct relevant expenses when calculating taxable income of enterprise income tax. The scope and standard of pre-tax deduction of enterprise expenditure shall be implemented in accordance with the enterprise income tax law and its implementation regulations.

　　— — The Relationship between Pre-tax Deduction Voucher and Relevant Information

　　In business activities and economic exchanges, enterprises are often accompanied by contract agreements, payment vouchers and other related materials. In some cases, they are the basis for expenditures, such as the judgment documents issued by the court to judge enterprises to pay liquidated damages. The above information does not belong to the pre-tax deduction certificate, but belongs to the information that is directly related to the business activities of the enterprise and can prove the authenticity of the pre-tax deduction certificate. The enterprise should also fulfill the responsibility of keeping it in accordance with the relevant provisions of laws and regulations for verification by relevant departments, institutions or personnel, including the tax authorities.

　　— — Types of pre-tax deduction vouchers

　　According to the source of pre-tax deduction vouchers, the Measures divide them into internal vouchers and external vouchers. Internal vouchers refer to the original accounting vouchers that enterprises fill in for accounting expenses according to national accounting laws, regulations and other relevant provisions when expenditures occur. For example, the original accounting vouchers such as wages paid by enterprises to employees, payroll and so on are internal vouchers. External vouchers refer to invoices, financial bills, tax payment vouchers, split sheets and payment vouchers issued by other units and individuals when an enterprise has business activities and other matters. Among them, invoices include paper invoices and electronic invoices, as well as invoices issued by tax authorities.

　　— — Time requirement for obtaining pre-tax deduction certificate

　　Enterprises should obtain the pre-tax deduction vouchers that meet the requirements when spending occurs. However, considering that enterprises may need to reissue or replace the pre-tax deduction vouchers that meet the requirements in some cases, the Measures stipulate that enterprises should obtain the pre-tax deduction vouchers that meet the requirements before the end of the final settlement period stipulated in the current enterprise income tax law.

　　— — Tax treatment of external vouchers

　　If an enterprise obtains invoices and other external vouchers that meet the requirements within the prescribed time limit, the corresponding expenses can be deducted before tax. Those who should have obtained invoices and other external vouchers, or those who have obtained non-compliant invoices and other non-compliant external vouchers, can be handled in accordance with the following provisions:

　　1. Tax treatment before the end of the settlement period

　　(1) If invoices and other external vouchers that meet the requirements can be reissued or exchanged, the corresponding expenses can be deducted before tax.

　　(2) If the other party is unable to reissue or exchange invoices or other external vouchers that meet the requirements due to special reasons such as cancellation, cancellation, revocation of business license according to law, and being recognized as an abnormal household by the tax authorities, the corresponding expenses can be deducted before tax after the authenticity of the expenses is confirmed by relevant materials.

　　(3) Failing to reissue or exchange invoices and other external vouchers that meet the requirements, and failing to prove the authenticity of expenditures with relevant materials, the corresponding expenditures shall not be deducted before tax in the year in which they occur.

　　2. Tax treatment after the final settlement period.

　　(1) Due to some reasons (such as purchase and sale contracts, engineering project disputes, etc.), if the enterprise fails to obtain the invoices and other external vouchers that meet the requirements within the prescribed time limit or fails to obtain the invoices and other external vouchers that do not meet the requirements, and the enterprise voluntarily fails to make pre-tax deduction, the corresponding expenses can be retroactive to the annual deduction of the expenses after obtaining the invoices and other external vouchers that meet the requirements in future years, and the retroactive deduction period shall not exceed 5 years. Among them, if the other party is unable to reissue or exchange invoices or other external vouchers that meet the requirements due to special reasons such as cancellation, cancellation, revocation of business license according to law, and being recognized as abnormal households by the tax authorities, the corresponding expenses can also be retroactive to the annual deduction of the expenses in future years after the enterprise confirms the authenticity of the expenses with relevant materials, and the retroactive deduction period shall not exceed 5 years.

　　(2) If the tax authorities find that an enterprise should have obtained invoices and other external vouchers, or has obtained non-compliant invoices and other external vouchers, and the enterprise has reissued or replaced the invoices and other external vouchers that meet the requirements within 60 days from the date of being informed, or verified the authenticity of the expenses according to the provisions of Article 14 of the Measures, the corresponding expenses can be deducted before tax in the year in which they occur. Otherwise, the expenditure shall not be deducted before tax in the year in which it occurs, nor shall it be deducted after the year.

　　— — Special provisions

　　1. If there are other provisions on invoicing taxable items in State Taxation Administration of The People’s Republic of China, the specified invoices or bills shall be used as pre-tax deduction vouchers, such as the railway bills printed by China Railway Corporation and its affiliated transportation enterprises (including branches) as stipulated in State Taxation Administration of The People’s Republic of China’s Announcement on Changing the Business Tax of Railway Transportation and Postal Industry to VAT Invoices and Using the Tax Control System (State Taxation Administration of The People’s Republic of China Announcement No.76, 2013).

　　2. Although the expenditure items incurred by enterprises in China are not taxable items, if they can be invoiced according to the regulations of State Taxation Administration of The People’s Republic of China, the invoices can be used as pre-tax deduction vouchers, such as the non-taxable items specified in the Appendix "Classification and Coding Table of Goods and Services Taxes" of Announcement of State Taxation Administration of The People’s Republic of China on Several Issues Concerning the Administration of VAT Invoices (State Taxation Administration of The People’s Republic of China Announcement No.45, 2017).

1905 movie network news Matt Ruskin’s new film "The Boston Stranger" is in full swing. A few days ago, the film exposed several studio photos. In the photo, one of the main characters of the film appeared on the set in an elegant retro dress.

Judging from the costumes, accessories, props and street scenes shown in the photos, Boston strangler will have a time background in the 1960s. The story of the film is adapted from a real case in Boston.

From June 1962 to January 1964, in a short period of one and a half years, 13 women in Boston were strangled by foreign bodies, and most of them were sexually assaulted before they died. Under the madness of the media, the whole people in Boston fell into great panic, and people called the killer "Boston strangler." No one expected that the killer would confess himself. This man was Albert Henry Desavo. However, the conviction process of Desavo is full of doubts, and it has not been concluded until today. This is also a famous judicial event in American history.

Besides Knightley, many stars, including Alessandro Nivola, will join the cast. On the producer side, Kevin Walsh and Michael Pruss will escort the film. It can be said that this is an all-star team, whether starring or behind the scenes, are the first-line roles in the industry.

I. Overview of the semiconductor industry

The market scale of domestic semiconductor industry is growing rapidly, but the demand supply is seriously unbalanced and highly dependent on imports. The self-sufficiency rate of domestic core chips is less than 10%.

In 2000 and 2020, China’s integrated circuit market accounted for the global share.

5G and AI technology

Science and technology innovation board has provided investment exit channels for hard technology enterprises, and the capital market has actively laid out hot tracks in science and technology innovation board including semiconductors.

Distribution of industries in science and technology innovation board

Second, the industrial chain structure of the semiconductor industry

Semiconductor industry chain

Third, the AI chip industry

AI chip mainly includes three technical routes: GPU, FPGA and ASIC, which are divided into cloud training chip, cloud reasoning chip and edge reasoning chip.

AI chip downstream application

On the edge, AI chip mainly includes four application scenarios: Internet of Things, mobile Internet, intelligent security and autonomous driving.

AI chip downstream application

Fourth, 5G chips

The market scale of mobile phone RF front-end chips is driven by the value growth of stand-alone RF chips.

Under the background of stable shipment of mobile terminal equipment, with the upgrade of communication network to 5G, the number and value of RF devices are increasing, and the market scale of RF front-end chip industry will continue to grow rapidly. From 2010 to 2018, the global RF front-end market scale will grow at an annual rate of about 13.10%, and it will be close to 19 billion US dollars by 2020.

RF front-end components have different growth rates. As the largest market segment of RF front-end, the market space of filters will increase from $8 billion in 2018 to $22.5 billion in 2023, with an annual growth rate of 19%, which is mainly due to the penetration of high-quality BAW filters. The market space of PA will increase from $5 billion to $7 billion, with an annual growth rate of 7%, mainly due to the growth of high-end and ultra-high frequency PA market, which will make up for the contraction of 2G/3G market.

Competition pattern of global RF front-end chip market

At present, the market concentration of RF front-end is high, and foreign manufacturers occupy the vast majority of the market share. The domestic demand brought about by the trade war is the biggest opportunity for domestic RF manufacturers.

The integration of RF front-end makes future acquisitions and mergers and acquisitions an important means of capital withdrawal, and acquisitions and mergers and acquisitions are also one of the ways for chip companies to become bigger and stronger.

V. Internet of Things Chip

With the rapid development of the Internet of Things, the upstream industries related to its universality and connectivity are the first to benefit.

With the implementation of relevant communication standards and the development of communication and cloud computing technology, the Internet of Things has entered the growing period from the initial introduction period.

From the perspective of industrial chain transmission, the Internet of Things will change from "rapid networking" to "scale networking+application services", and the upstream industrial chain links with universality and connection with the Internet of Things will benefit first, including communication chips, sensors and wireless modules.

Industrial structure of internet of things

Atlas of Internet of Things Chip Industry

Sixth, the memory chip

In 2018, the size of the memory market exceeded 160 billion US dollars, making it the largest field of semiconductors, accounting for 30%, and international giants occupied the market.

Atlas of memory chip industry

Seven, optical chip

The localization rate of high-speed optical chips is low, and almost all high-power laser chips depend on imports.

High-end (high-speed, high-power) optical chip industry has high barriers to entry, large investment, long cycle and great difficulty, especially chip material growth, chip design, chip manufacturing process and chip packaging are the core of optical chip R&D and manufacturing.

Atlas of optical chip industry

Eight, automotive chips

The development trend of automotive networking, intelligence and electrification promotes the development of automotive chips in the direction of high frequency, monolithic integration and low power consumption.

Nine, the third generation semiconductor

The third generation semiconductor materials have the properties of high voltage, high frequency and high temperature, and are widely used in the fields of photoelectricity, radio frequency and power.

The third generation semiconductor materials mainly include SiC, GaN, diamond, etc., and are also called wide band gap semiconductor materials because of their band gap width ≥2.3 eV. The third generation semiconductor materials have the advantages of high thermal conductivity, high breakdown field strength, high saturated electron drift rate and high bonding energy, which meet the new requirements of modern electronic technology for harsh conditions such as high temperature, high power, high voltage, high frequency and radiation resistance.

The construction of 5G base station promotes the rapid growth of GaN RF market.

Radio frequency device is the basic component of wireless communication equipment, which is responsible for the conversion, reception and transmission of electromagnetic signals and digital signals in wireless communication, and is the core of wireless connection.

In the past ten years, the application of national defense has been the main driving force to promote the development of GaN technology, and now these technologies are shifting from military to commercial. Due to their excellent high-frequency performance, most Hong Jizhan below Sub-6GHz will adopt GaN devices in the future, and 2019-2021 will be the key period for the construction of 5G infrastructure, and it will also be the key period for gallium nitride devices to replace LDMOS.

Atlas of the third generation semiconductor industry

X. MEMS chip

MEMS chip is the perception of a new generation of information technology

MEMS (Micro Electro Mechanical System) is an engineering technology that combines microelectronics and precision machinery. Its size is in the order of 1 micron to 100 microns, and it adopts the advanced manufacturing technology of integrated circuits. Compared with traditional products, MEMS has the advantages of miniaturization, high productivity, mass production and low cost.

MEMS technology is widely used in various sensor chips. Its core function is to convert physical signals into electrical signals that can be recognized by electronic devices. It is the perceptual basis and data source of the new generation of information technologies such as artificial intelligence, Internet of Things and big data. MEMS also has important applications in biology, optics, radio frequency, machinery and other fields.

The United States, Europe and Japan dominate the MEMS world, and the domestic MEMS industry is still in its infancy.

The layout of MEMS industrial chain in China is complete, but overall, the industry is still in the initial stage of development

The design and OEM links need to be strengthened. The OEM manufacturing is mainly based on 6-inch and 8-inch production lines, and the sealing and testing links have certain competitiveness.

There is a big gap between the products and foreign countries in terms of accuracy and sensitivity, and the application fields are moving from mobile phones and automobiles to VR/AR and Internet of Things.

Competition pattern of global MEMS market in 2018

XI. Semiconductor Equipment

Wafer manufacturing is the link with the largest proportion of equipment, with lithography, etching and thin film deposition accounting for the largest proportion, and industry giants are concentrated.

XII. Semiconductor materials

There are many market segments for wafer manufacturing and packaging materials, and the single market segment is small, and the industry giants are concentrated.

The market of semiconductor materials is more subdivided, the market space of single product is very small, and there are few pure semiconductor materials companies; Semiconductor materials are often only a small part of the business of some large material manufacturers, such as Dow Chemical Company, DuPont, Mitsubishi Chemical, Sumitomo Chemical, etc., and the semiconductor materials business is only a branch under its electronic materials business department; However, due to the strict requirements of semiconductor technology on materials, only a few suppliers can provide products for single semiconductor chemicals.

Silicon wafer giants are concentrated in Japan, South Korea, Germany and Taiwan, China; Only a few enterprises in Chinese mainland have the production capacity of 8-inch semiconductor wafers, while 12-inch semiconductor wafers mainly rely on imports.

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Original title: In-depth Report on Semiconductor Industry (Chip and Equipment Materials in Subdivision)

　　Xinhua News Agency, Beijing, March 13th (Reporter Hu Hao, Han Jie) Shen Changyu, director of the China National Intellectual Property Administration, said in the "Ministerial Channel" of the Great Hall of the People on March 13th that he would speed up the revision of the Patent Law, introduce punitive damages and increase the punishment for infringement.

　　Shen Changyu said that in recent years, China has continuously increased the protection of intellectual property rights. According to statistics, in the past five years, the total number of patent administrative law enforcement cases alone reached 190,000, with an average annual increase of 40%. The social satisfaction of intellectual property protection increased from 63 points in 2012 to 76 points in 2017.

　　Shen Changyu said that the next step is to unswervingly implement a strict intellectual property protection system, accelerate the revision of the patent law, introduce punitive compensation measures, and increase the punishment for all kinds of infringements, so that infringers will pay a heavy price. At the same time, we should actively build a work pattern of intellectual property protection, and work with relevant departments to comprehensively use various channels such as administrative law enforcement, judicial protection, arbitration and mediation to form a joint force for intellectual property protection. In addition, it is necessary to promote the "quick protection" of intellectual property rights and provide the public with more convenient, efficient and low-cost channels for safeguarding rights; Adhere to the "same protection" of intellectual property rights, treat intellectual property rights of domestic enterprises and foreign enterprises, state-owned enterprises and private enterprises, large enterprises and small and micro enterprises, and units and individuals equally, and create a better innovation environment and business environment.