Viewing brand entertainment marketing from the advertisement of yogurt favored by many stars

    It is reported that Jay Chou, a talented musician, devoted himself to active work in the spring of 2009, and received a brand-new product advertisement. Apart from filming seriously, he personally acted as a producer, continuing Jay Chou’s consistent style of striving for perfection in his works. I learned from the popular TV advertisement that this product is Yili Yogurt, and the advertising effect is really good, and the style is fresh and pleasant. It is said that this advertisement is the first time for Jay Chou to endorse dairy drinks.







    Yili Yogurt, Jay Chou’s favorite endorsement in 2009.


    Looking at Jay Chou’s handsome dance in TV commercials, I can’t help but recall several other spokespersons of Yogurt: Wilber Pan, Yi Jianlian and Liu Yifei, all of whom are heartthrobs who have dumped all beings. The feeling of Yili Yogurt’s "I want my taste" sung from Jay Chou and Wilber Pan is also different, and Yogurt is famous for its different songs.


    The popularity and popularity of Yili Yogurt is a successful example of celebrity endorsement products, which also reveals a message: celebrity endorsement has become an important means of brand entertainment marketing, and the modeling, performance and even soundtrack of stars in advertisements may become classic memories in our minds.







    Wilber Pan and Liu Yifei spoke brilliantly of Yili Yogurt.


    Judging from the celebrity endorsement of Yili Yogurt, Yili’s brand entertainment marketing is indeed quite standard. Liu Yifei, a young and beautiful movie diva, Yi Jianlian, the first registered user of "Youth Rookie Field", and Pan Shuai Wilber Pan, a popular model student who plays cool to the end, let everyone feel the fresh and youthful taste and positive attitude towards life High unique TVC and print advertisements.


    In today’s entertainment-oriented era, choosing a star as a spokesperson has become a popular marketing tool for major brands, but it is rare to choose a star spokesperson who is fully consistent with the brand concept, positioning and image. Yili made almost no mistakes in choosing spokespersons, and each star seamlessly combined his own characteristics with Yili’s brand.


    Some entertainment critics once pointed out: "Wilber Pan’s dumping of sentient beings in Guangzhou University Town, Liu Yifei and Yi Jianlian’s youthful yogurt advertisement are all rare entertainment memories of our generation." Among them, "Yogurt Violin Girl" once became an online celebrity because of participating in the advertisement of Yogurt, which gave a vivid impression and formed the high-quality style of Yogurt Beauty.


    Jay Chou, the "Jiuding Supreme" who signed a contract for Chinese entertainment, is even more powerful for Yili Yogurt. Its significance lies not only in the successful introduction of "Spokesperson 2.0" and the overall improvement of brand attention and goodwill, but also in the creation of a new era of entertainment marketing of milk beverage brands with the help of Jay Chou’s "omniscient and omnipotent".


    From the advertisements of Yili Yogurt in recent years, we can easily find that Yogurt not only chose the right spokesperson, but also used the spokesperson properly. Jay Chou, Wilber Pan and other spokesmen all the way down, put the yogurt changes and progress in recent years are very in place.


    One of the highlights of Yogurt’s new Jay Chou commercial this year is that Jay Chou’s "I want my taste" and Wilber Pan’s tune have changed, and this change has brought about changes in the product itself. In the film, Jay Chou told everyone that Yili Yogurt has now added "excellent+active prebiotics", whose function is to activate the proliferation of beneficial bacteria, inhibit harmful bacteria and improve immune function more easily. "Taste of youth, experience by yourself" → "I want my taste "→" I want the change, I want the taste ",and the product quality and style concept of yogurt have always been in line with consumer demand.


    Numerous facts have proved that simple and formalistic forms of entertainment will eventually be ruthlessly eliminated in the performing arts environment. To really do a good job in entertainment marketing, it is no longer as simple as playing the edge ball and playing with new concepts, but cutting into the essence of entertainment with a high degree of prudence and combining the most appropriate entertainment methods can forge an effect that truly meets the core demands of the brand.


Editor: Gao Song

In the "Muma Case" in Shenyang, the greedy secretary wrote anti-corruption novels with personal experience.

    Failed to enter the "circle"


    "Ma Xiangdong only values Wang Xiaofang’s talents, but Wang Xiaofang has never been able to enter Ma Xiangdong’s’ circle’." Colleagues familiar with the situation in those years analyzed that this was also the reason why Wang Xiaofang was innocent after the accident in Ma Xiangdong.


     When he was in the fourth year of college, this Master of Science wrote a 100,000-word paper "Ecological Intersection Theory" and won the second prize of Excellence Award for Young Scientific and Technological Workers in Liaoning Province.


    "Wang Xiaofang’s worries about the ecological environment 20 years ago have not aroused widespread concern in society until recent years, so you can see his foresight." Wang Xiaofang’s friend Wang Mu Ye commented on him like this.


    Wang Mu Ye, an early master of biology in Germany, once worked in Shenyang Institute of Applied Ecology, Chinese Academy of Sciences. He believes that Wang Xiaofang put forward avant-garde ideas such as "circular economy" and "ecological city" earlier in the Master Plan of Shenyang Urban Construction made more than ten years ago. Later, Shenyang took off the label of "Top Ten Polluted Cities in the World", which was inseparable from the early planning.


    But after all, Wang Xiaofang is a scholar, and he and Ma are two strangers. Wang Mu Ye thinks that if a secretary only knows how to bury himself in his work and doesn’t know how to take care of the leader’s "life", even if he does a good job, he won’t be appreciated by the leader.


    Ma Xiangdong’s gambling nature was an open secret in Shenyang at that time. "Some people have scratched the itch of Ma Xiangdong, and the official luck is prosperous." On weekends, I often accompany Ma Xiangdong to fly to Macau to gamble, namely Ning Xianjie, then director of Shenyang Construction Committee, and Li Jingfang, then director of the Municipal Finance Bureau.


    Ma Xiangdong confessed in his repentance book that he first gambled abroad in 1996 and went to Malaysia. "I am responsible for attracting investment, and I have become friends with foreign businessmen in Southeast Asia. They often lead me to casinos to gamble."


    "Xiao Fang and I are people who can’t even play poker." Wang Muye said that sometimes, Wang Xiaofang complained to him privately. An open executive vice mayor took a break at noon and played cards in the office. "If you don’t like people, how can you get into their’ circle’?"


    Wang Xiaofang’s failure to enter Ma Xiangdong’s "circle" has something to do with the "bottom line" that his old father told him.


    "There must be a bottom line for being a man, and so must being a secretary." This is what father Fuxiang Wang often reminds Wang Xiaofang. Fuxiang Wang, who is 80 years old, is a typical Shandong man. He graduated from the Economics Department of Peking University in his early years and went north to support the construction of Northeast China in response to the call of the country. "Xiaofang is honest and frank and stubborn, and he is not suitable for being a secretary." Fuxiang Wang said of his youngest son.


    The old couple still live in a community built in the 1980s, and their 60-square-meter house was awarded when they were selected as model workers.


    "On his first day as a secretary, I set a bottom line for my family: my family is not allowed to ask Xiaofang to do things." Fuxiang Wang said that Wang Xiaofang’s sister and brother-in-law were laid off more than ten years ago and went out to work. His brother still works in the next district. Sometimes he gets drunk and complains that his brother didn’t help him when he was in office. When Wang Xiaofang was in power, a note could solve these problems.


    "Fell to the ground"


    On July 2, 1999, Ma Xiangdong, then the executive deputy mayor of Shenyang, was "double-regulated".


    "At that time, I felt shocked, confused and sad." Wang Xiaofang still keeps shaking his head and sighing. I feel sorry not only for myself, but also for Ma Xiangdong. "He is a capable man, but unfortunately he was led astray by two gamblers below."


    "Just six months before the accident, every weekend, Ma Xiangdong and Ning and Li frequently flew to Hong Kong and Macao to gamble. I privately advised him to pay attention to the influence, but the horse was unmoved. " Wang Xiaofang said that after that, he never dared to interfere.


    In "Secretary to the Mayor", Wang Xiaofang, with the help of the secretary "Remo", explained the "two sides" of the current officialdom intellectuals: on the one hand, they have ideals and want to do something, but on the other hand, they suffer from loss. Because of this, they dare not face corruption in order to climb up, but they are unwilling to self-destruct their future and go along with it, so they have to protect themselves.


    Ma Xiangdong is under investigation, and Wang Xiaofang has to be investigated and inquired at any time. During the three years of case investigation, the Commission for Discipline Inspection, the Anti-Corruption Bureau and the Procuratorate conducted a detailed investigation. "A carpet investigation will never let go of a corrupt element!" Wang Xiaofang regrets afterwards.


    "Fly well in the sky and be dropped to the ground for no reason." Wang Xiaofang’s wife described her husband’s experience so vividly.


    Ma Xiangdong’s case was finally tried by the court, and it was found that from 1986 to 1999, Ma accepted bribes equivalent to more than 9.6 million yuan, embezzled $120,000, misappropriated $398,000, and the source of huge property of more than 10.68 million yuan was unknown. The total amount of violation of discipline and law is as high as 31.5 million yuan. Ma Xiangdong was sentenced to death according to law.


    "One political star after another has changed, corrupted and fallen. Can you avoid the occurrence of corruption cases by personal cultivation? " After the Muma case, Wang Xiaofang has been troubled by this problem.


    Soul white paper


    After the Muma case, Wang Xiaofang claimed that he had been tortured like purgatory. However, he believes that the hardships experienced in the depths of his heart are inexhaustible wealth in his life.


    In 2001, Wang Xiaofang resigned and went to sea, but his business was not satisfactory because he rushed into battle. There is no doubt that everything has to start from scratch, and he is once again in extreme depression.


    When Wang Xiaofang went to Beijing for fun in the second year after his resignation, a friend said that he had so much experience and suggested that he write a novel. He returned to Shenyang to sell the company and began to concentrate on writing. Unexpectedly, the first novel "Fatal Vortex" was selected by the writers’ publishing house and published soon. "It was September 2003, and my pirated books were all over the street."


    After that, he focused on the officialdom. Director of Beijing Office, Director of Beijing Office (II) and Secretary of the Mayor were published one after another.


    "I have a strong desire to talk about the’ spiritual purgatory’ of officialdom in recent years." Wang Xiaofang said, "The reason why the two mayors before and after are written as corrupt elements in" The Secretary of the Mayor "is to reveal a truth. Anti-corruption can only rely on the reform of the government system, otherwise it can only be’ previous corruption’." Wang Xiaofang expressed his original intention of creating a series of officialdom novels.


    When Ma Xiangdong was sentenced to death, Wang Xiaofang was deeply shocked. The next day, Ma Fufa had a photo on the Internet before his execution, sitting in a chair, his eyes blurred with despair and half a cigarette in his hand. Wang Xiaofang felt extremely sad. "At the same time, he had an impulse to turn his inner natural secrets into spiritual secrets." He printed out the photos and stared at them and wrote more than 10,000 words in one breath. This is the beginning of "Secretary to the Mayor".


    However, after the publication of Secretary to the Mayor, some people regarded the novel as reportage, and "Dongzhou" as Shenyang, and some people even took their seats accordingly. Wang Xiaofang felt the pressure. What’s more, as soon as his "Big Real Estate Dealer" came out this year, representatives of relocated households in Shenyang held his novels to ask for signatures, and sent piles of petition materials, saying that Wang Xiaofang should "continue to dig deep into the shady situation in Shenyang’s real estate development". This made Wang Xiaofang laugh and cry: "I wrote this novel based on the’ most cattle nail house’ in Chongqing last year."


    "The mayor’s secretary is a monologue from the heart and a white paper on the soul. The story is fictional, but the mental journey is real. The story of this book comes from both my life and my spiritual understanding. "


    "I live in novels every day now." Wang Xiaofang said. Every morning from 9 am to 5 pm, it is his creative time. Keep writing 3000 words every day without interruption. The manuscript paper accumulated a thick dozen, and his wife typed it out on the computer. "I often have a heart-to-heart conversation with the characters in the novel and even have a fierce quarrel."


    No matter the previous Secretary to the Mayor or the newly published Big Real Estate Dealer, there are no empty Gao Daquan-style characters. "I want to give everyone hope, in the cruel social reality." Wang Xiaofang said that through the intrigue of officialdom, the subtle mentality among officials and the thrilling power struggle, people’s souls were touched, and the righteous forces were given a hundred times of confidence and the evil forces were frightened.


    "I used to have political ambitions, and my political ambitions were realized in my novels." Wang Xiaofang said meaningfully. (Trainee reporter Li Jifeng) (Source: Democracy and Legal Times)

Editor: Feng Ye

Picturesque novel

Wisteria (Chinese painting) Wu Guanzhong is selected from the Chinese Art Palace (Shanghai Art Museum) "Chinese Scenery-Lin Fengmian and Wu Guanzhong Art Exhibition"

I read Wang Zengqi’s novel "The Apprentice", in which I wrote that the great grandfather of the fourth season was jealous of the people, and I thought of Mr. Wang himself.

Mr. Wang is famous for painting, and he also wants to be a painter. His father is a painter. He went to The National SouthWest Associated University at the age of 19. Mr. Wang once said that if he failed, he would go to the National College of Fine Arts. However, Mr. Wang has been admitted. If he fails, he will go to the Art College. Perhaps there will be another master in the history of modern painting in China.

The plot of The Appreciator is very simple, telling the story of a great painter and a fruit delivery vendor. It is also a story about a bosom friend. We all know that Yu Boya and Zhong Ziqi, one playing the piano and the other listening to the piano, performed a deep feeling of "high mountains and flowing water". Although Ye San is a fruit vendor, he knows Ji Xianmin and his paintings. Ji Xianmin’s paintings are never seen by people, but he can see them in Yuzryha. Ye San’s appreciation of his paintings is what Ji Xianmin is proud of. Ji Jian-min painted the wrong lotus, and Ye San pointed it out, so Ji Jian-min repainted it and gave it to Ye San. Sometimes Ji Jian-min gave Ye San a painting without the title, and Yuzryha San could sell it. Ye San said, I won’t sell any of your paintings. Sure enough, after Ye San’s death, according to his will, his son buried all the paintings given by Ji Yumin.

Mr. Wang Zengqi knows Chinese painting. He wrote this novel to pay tribute to the literati paintings in China after the Song and Yuan Dynasties (he knew many painters in ancient China), and also devoted his understanding of China ink painting (including techniques) to the text. For example, Mr. Wang painted the ink lotus and wisteria, such as "there is wind in wisteria, and the flowers are messy". Mr. Wang himself painted many wisteria with this kind of messy flowers.

During his visit to Iowa, Mr. Wang gave a speech entitled "My Creative Career". When talking about the relationship between China’s literature and painting, he said that some people say that his novels are poetic novels, but he hopes that some people will say that his novels are picturesque novels.

This is really what Mr. Wang hopes, and it is also the case. Mr. Wang’s works are indeed full of painting meaning-China’s ink spirit, the art of blank space in Chinese painting.

He also visited some art galleries and museums in America. In the Boston Museum, he saw a Song Huizong’s copy of Zhang Xuan’s "Dao Lian Tu" and admired it immensely. He mentioned this painting in a conversation and said, "That thread is so long that I can’t wait to kowtow to it when I write it." In the novel, Mr. Wang used Zhang Daqian to write about the painting of Mohe lotus by Ji Yumin, saying that "the lotus leaves he painted are not hooked, and the lotus stalks are not pricked, and he likes to make them long, and the lotus stalks are very long, and they are all in one stroke." This is all Mr. Wang’s own experience.

Author: Subei

Text: Northern Jiangsu Picture: Wu Guanzhong Editor: Wu Dongkun Editor: Shu Ming

Please indicate the source when reprinting this article.

From the government-led to the main scientific and technological investment of enterprises, the innovation power is surging.

  Investment of R&D funds from 1953 to 2017

  Sharp tools make good work. Investment in science and technology is the necessary condition and basic guarantee for scientific and technological progress. Since the founding of New China 70 years ago, China has gradually established a national science and technology investment system that adapts to the characteristics of the socialist market economy system.

  "The continuous improvement of the national science and technology investment system and the sustained and rapid growth of research and development (R&D) funds have stimulated the vitality of scientific and technological innovation in the whole society and strongly supported the country’s scientific and technological progress and rapid and stable economic and social development." Zhu Yingchun, deputy director of the Institute of Science and Technology Statistics and Analysis of the China Academy of Science and Technology Development Strategy, said in an interview with the Science and Technology Daily reporter.

  A historic breakthrough was achieved in the scale and intensity of R&D funds.

  The R&D expenditure of the whole society is an important component of the national (regional) investment in science and technology, an important indicator to measure the national (regional) investment in science and technology, and an important indicator to observe and analyze the national (regional) scientific and technological development strength and competitiveness.

  Since the founding of New China, especially since the reform and opening up, with the promulgation and implementation of various national economic policies and science and technology policies and the enhancement of the country’s comprehensive national strength, the investment in science and technology in the whole society has increased rapidly, and the scale and intensity of R&D funds have achieved a historic breakthrough.

  Data from the National Bureau of Statistics show that in 2018, China’s R&D expenditure reached 1,967.79 billion yuan, 123 times that of 1991, from 1991— In 2018, the average annual growth rate was 19.5%, far exceeding the average annual growth rate of GDP at current prices in the same period.

  At the same time, the investment intensity of R&D funds has hit record highs, reaching 2% for the first time in 2013 and 2.19% in 2018, exceeding the average level of the 15 EU countries. According to the exchange rate, China has become the second largest R&D investment country in the world after the United States, providing a strong financial guarantee for the development of science and technology.

  China’s national financial expenditure on science and technology increased from 60 million yuan in 1953 to 951.82 billion yuan in 2018. 2005— In 2010, the national fiscal expenditure on science and technology grew fastest, with an average annual growth rate of more than 20%. In 2011, the growth rate began to decline, and in 2018, it increased by 13.5% over the previous year, setting a record high since 2013.

  "The national financial expenditure on science and technology has played a key role in driving the whole society’s R&D investment and leading the national strategic orientation, providing a strong guarantee for scientific and technological innovation." Zhu Yingchun pointed out.

  In Zhu Yingchun’s view, the investment in science and technology has increased rapidly, and the scale and intensity of R&D funds have achieved a historic breakthrough, which is in line with the Outline of the National Medium-and Long-term Science and Technology Development Plan (2006— The promulgation and implementation of "2020)", especially since the 18th National Congress of the Communist Party of China, various departments and localities have taken active measures, and the whole society has formed a consensus on attaching importance to and supporting innovation.

  From different regions, the performance of scientific and technological investment in some places is eye-catching. In 2017, the fiscal expenditure on science and technology in seven regions including Guangdong, Jiangsu and Shanghai exceeded 20 billion yuan. The local fiscal expenditure on science and technology in 11 provinces (cities) accounted for more than 2% of the local fiscal expenditure, and Guangdong, Shanghai and Beijing all exceeded 5%.

  It is worth mentioning that in 2018, the number of regions with R&D investment intensity greater than 2% increased to 11, among which the R&D investment intensity in Beijing reached a record high of 6.17%.

  Enterprises become the main force supporting the growth of R&D investment.

  Since the reform and opening up, China has actively guided other social capitals to increase their support for innovation through direct and indirect financial investment. Enterprise funds have gradually become an important source of funds for the whole society to invest in R&D funds.

  "In recent years, the source structure of R&D funds has been further optimized, and the dominant position of enterprise innovation has been further highlighted. The proportion of corporate funds in R&D funds increased from 60.1% in 2003 to 76.5% in 2017. " Zhu Yingchun believes that this is mainly due to the improvement and implementation of the R&D expenses plus deduction policy, the tax relief policy for high-tech enterprises and the accelerated depreciation policy for fixed assets, which greatly mobilized the enthusiasm of enterprises for R&D activities. As the main body of technological innovation, enterprises have become the main force supporting the growth of R&D investment in China in recent years.

  Enterprises are not only the main body of investment in R&D funds, but also the main body of implementation. From the perspective of expenditure structure, the proportion of R&D expenditure of Chinese enterprises in the total social R&D expenditure has increased from about 60.0% in 2000 to 77.4% in 2018.

  According to statistics, in 2017, the number of enterprises enjoying R&D expenses plus tax reduction and exemption for industries above designated size and tax reduction and exemption for high-tech enterprises reached 24,400 and 24,200 respectively, 3.3 times and 3.5 times that of 2009 respectively, and the amount of tax reduction and exemption reached 57 billion yuan and 106.2 billion yuan respectively, which played a positive role in encouraging and guiding enterprises to carry out R&D activities.

  In 2018, the basic research funds broke through the 100 billion yuan mark for the first time.

  Data from the Statistical Bulletin of National Science and Technology Investment in 2018 (hereinafter referred to as the Bulletin) show that in 2018, China invested a total of 1,967.79 billion yuan in R&D, an increase of 207.18 billion yuan or 11.8% over the previous year. Among them, the basic research funds exceeded 100 billion yuan for the first time, reaching 109.04 billion yuan, keeping pace with the investment in research and development.

  Li Yin, a statistician of the Department of Social Sciences and Literature of the National Bureau of Statistics, explained that the funds for basic research exceeded 100 billion yuan, and all three subjects achieved rapid growth. The funds for basic research in institutions of higher learning, government-owned research institutions and enterprises were 58.99 billion yuan, 42.31 billion yuan and 3.35 billion yuan respectively, up by 11.1%, 10.1% and 15.7% respectively over the previous year. Among them, colleges and universities contribute 51.1% to the growth of basic research funds in the whole society, and they are the main bodies to carry out basic research.

  According to Lv Wei, a researcher in the Innovation and Development Research Department of the State Council Development Research Center, the investment in basic research in China has been increasing continuously in recent years, which is not only related to the state’s attention, but also an inevitable requirement for the development of technological innovation capability to the stage of "three runs coexist". The report of the 19th National Congress of the Communist Party of China proposed that we should aim at the forefront of world science and technology, strengthen basic research, and achieve a major breakthrough in forward-looking basic research and leading original achievements.

  Over the past 70 years, China has made remarkable progress in science and technology investment. "However, it should still be noted that compared with the goal of deepening the supply-side structural reform and building a world science and technology power, the investment intensity of R&D funds in China needs to be rapidly improved." Zhu Yingchun pointed out.

  Judging from the cumulative investment, there is still a big gap between the total investment of R&D funds in China and the United States and Japan since 1991. Science and technology investment has a strong cyclical accumulation effect, and the appearance of scientific and technological innovation effect depends on long-term investment and continuous accumulation. When the innovation ability changes from "tracking, paralleling and leading" to "paralleling" and "leading", it still needs the support of a lot of scientific and technological investment to achieve key core technological breakthroughs.

  At the same time, problems such as unbalanced investment structure of R&D funds have yet to be solved. For example, the single source of funds for basic research. The proportion of basic research funds in China has been around 5% for a long time, which is lower than 15% in developed countries & mdash; The general level of 20%; Basic research is highly dependent on the central financial input, and local and enterprises have insufficient investment in basic research.

  In this regard, Zhu Yingchun suggested that in the future, we should speed up the construction of a diversified investment system, strengthen the comprehensive design of fiscal, taxation, financial and other policies, form an organic policy system, and further guide venture capital, charitable donations, and universities’ own funds to invest in R&D activities. (Reporter Tang Ting)

"online celebrity Bookstore" has become a holy place for punching cards. Are you going to read books or take photos?

  Beijing, April 23rd (Reporter Shangguan Yun): Innovative and distinctive decoration, ingenious book display, and accompanying coffee and water bar … … Nowadays, this "online celebrity Bookstore" similar to the cultural consumption space has attracted a large number of fans with its high value.

  However, the purpose of people going to bookstores in the early days was generally clear: buying books or reading books. However, in the eyes of a large number of people who walk into "online celebrity Bookstore", books are not the key point, but taking pictures is: finding the angle, posing, pressing the shutter, and you’re POSE.

  Bookstores are becoming more and more beautiful, but some people’s focus is not on books? On the eve of World Book Day, the reporter learned during the interview that the above phenomenon is not uncommon. Moreover, even the "online celebrity Bookstore" needs to think deeply about how to improve people’s reading enthusiasm.

  Warm memories in the old bookstore

  Bookstores carry many people’s warmest reading memories, as they did decades ago.

  Liu Yida, a writer and author of Tao Beijing, especially likes visiting bookstores since childhood. In the past, his impression of bookstores mainly came from Xinhua Bookstore, in addition, there were China Bookstore, which monopolized ancient books and used books, as well as foreign language bookstores and children’s bookstores.

  At that time, bookstores were mostly old-fashioned wooden doors with high steps, and books of different categories were stacked behind the counter. The shop assistant wears uniform overalls and sleeves, and occasionally takes a feather duster to clean up the dust. Readers will say hello to which book they like, turn it over first, and make out the invoice and pay the money when it is suitable.

  Because there is no money, Liu Yida will go to read books with her classmates. The shop assistant didn’t tell the truth, still handed the book in a friendly way, watching a group of children squatting under the counter against time to finish reading the book, and at most reminded them when they were leaving work.

  After the reform and opening up, a large number of foreign classics were introduced, and bookstores became a place where people gathered together. Liu Yida once rode a bicycle to "patrol shops" all over the city, and once got up at three or four in the morning to queue up, perhaps just to buy a copy of Resurrection.

  If you can’t buy your favorite books, some readers will stay near the bookstore and exchange their books with others. Liu Yida once traded two books by Russian writers for Zola’s Nana.

  "Today’s young people may find it difficult to understand people’s enthusiasm for bookstores and books at that time." Liu Yida sighed.

  From experiencing the cold winter to "breaking the shell"

  With the east wind of economic development, private bookstores were once very good. However, it didn’t take too long for the physical bookstore to usher in the "cold winter" in the mouth of the industry: the closure of Beijing roof of the world Bookstore and the closure of Photosynthetic Bookstore & HELIP; … Physical bookstores such as Shanghai Thinking Music Bookstore also withdrew.

  According to statistics, from 2002 to 2012, especially after 2011, there was a large-scale collapse of private bookstores. In fact, even if some physical bookstores don’t have relevant stores, they need to move because of a series of reasons such as rising rents and e-commerce shocks.

  With the development of the Internet, fragmented reading methods have gradually spread, and fewer and fewer people seem willing to go into bookstores to buy books and read books as before. More and more people are calling for "protecting the development of physical bookstores".

  In recent years, with the support of favorable policies, some traditional bookstores began to seek changes by taking advantage of the situation; Some characteristic physical bookstores have gradually taken root: new chain bookstores such as Sisyph and Yanjiyou appear in front of people … …

  Unconsciously, physical bookstores are quietly picking up, and readers have more good places to go.

  The hustle and bustle of "online celebrity Bookstore"

  However, some readers obviously find that some bookstores now are a little different from the past: not only are the interior decorations particularly novel, but also various lectures and cultural activities are held; They also sell coffee or light meals. People seem to have added another purpose to the bookstore: taking pictures.

  The Page One Bookstore in Qianmen, Beijing, once painted a wave of screens with its beautiful bookstore interior design: the tall "Tongtian Book Wall", which is like the roof of the starry sky … … It has attracted many readers to punch in, and it is called "online celebrity Bookstore".

  Nowadays, it is not uncommon to find a high-value "online celebrity Bookstore". It’s just a little embarrassing: quite a few people come to it, the main purpose is not to study, but to find angles, pose, and then take pictures and make friends, and you’re done.

  On the weekend before World Reading Day, in the Page One Bookstore near Qianmen, the reporter roughly counted six or seven readers taking pictures in about five minutes. Professional, and brought a camera.

  "Bookstores are places to spread knowledge. You don’t have to buy books or listen to lectures. At least do something related to books and reading." A young reader half-jokingly "spits" that bookstores are getting better and better, but it doesn’t seem to attract readers in direct proportion to this.

  Bookstores are getting more and more beautiful. Why didn’t the reading of paper books go up much?

  Not long ago, the main findings of the 16th National Reading Survey were released. The data showed that the average reading volume of paper books for China adults in 2018 was only 4.67, which was basically the same as 4.66 in 2017.

  Therefore, some people ask, bookstores have become more beautiful and have more complete functions. Why don’t people read more paper books?

  Writer Sanshi believes that the increase of high-value bookstores and online celebrity bookstores is a good phenomenon in itself. "This is the result of the transformation and upgrading of physical bookstores in recent years, with the purpose of attracting readers’ attention and stimulating the public’s desire to read."

  "Readers are keen to punch in and take photos at online celebrity Bookstore, which has an objective propaganda effect and can let more people know about the bookstore." Sanshi said, however, these "online celebrity-style" photo traffic needs to be effectively converted into the traffic for readers to read.

  On the other hand, the popularity of mobile phones, short videos and live broadcasts has also squeezed out too much time for readers. The fast-paced life and the fragmented way of obtaining information make it difficult for many people to even have the patience to finish reading a novel.

  "For bookstores, what needs to be considered is how to hold interesting activities, so that people who simply punch in and take pictures are attracted by the fun of reading and take the initiative to buy books to study. This is combined with other reading promotion activities to promote the increase of people’s reading. " Sanshi said that this is the responsibility of bookstores to spread knowledge, but it may be a long process. (End)

The biggest attraction of the Russian Victory Day military parade, the latest weapons and equipment to see first.

  CCTV News:The 9th is the anniversary of the 74th anniversary of the victory of the Great Patriotic War in Russia. As usual, a grand military parade will be held in Moscow’s Red Square. On the morning of the 7th local time, Russia held the general rehearsal of this year’s Victory Day military parade. In this rehearsal, a total of 13,000 officers and men, 132 weapons and equipment and an air formation consisting of 74 aircraft symbolizing the 74th anniversary of the victory of the Great Patriotic War appeared.

  Walking phalanx mechanized square and air formation

  The entire parade lineup consists of three parts: the trekking phalanx, the ground mechanized square team and the air formation.

  This year, a total of 35 trekking phalanxes participated in the Victory Day military parade. According to the usual practice, the drum band phalanx of "Moscow Military Conservatory of Music" took the lead in the entrance and kicked off; This year’s phalanx also includes for the first time the phalanx of "Moscow University of the Ministry of Interior of the Russian Federation", the phalanx of female soldiers of "zhukov Air and Space Defense Military Academy" and the phalanx of "Military Academy of Russian Federation Investigation Committee".

  Followed by the ground mechanization team that attracts much attention every year, the T-34 tank that made great achievements during the Great Patriotic War is still at the forefront; The latest generation of Russian main battle tank T-14 Amata tank has become the focus of this mechanized team because of its excellent protective ability and the latest military technology. At the same time, classic mechanized equipment such as "iskander -M" tactical missile system, "Jarls" strategic missile system and "boomerang" armored transport vehicle also appeared; The fleet of air defense systems displayed the air defense missile systems of Doyle -M2, Beech -M2, Armor -M and S-400.

  The air formation was led by the world’s largest transport helicopter "Mi -26", and four "Mi -8" helicopters took the lead in flying over Red Square; The upgraded A-50U early warning aircraft also joined the parade formation on Victory Day for the first time in four years. Il -78 aerial tanker and Tu -95MS strategic bomber demonstrated the aerial refueling status on the spot; The famous "Russian Warriors" and "Swift" air show teams drove five Su -30SM fighters and four MIG -29 fighters in a diamond shape in the air to complete the difficult "kubinka Diamond" stunt; Finally, six Su -25 attack planes sprayed white, blue and red tail smoke symbolizing the flag of the Russian Federation from their tails and flew over Red Square, ending the general rehearsal of the military parade.

  The biggest attraction is that the latest weapons and equipment will be unveiled.

  The general rehearsal of the military parade announced the military parade lineup in advance. Then, what changes have taken place in this year’s Victory Day military parade and what are the highlights? Let’s take a sneak peek. The biggest attraction of the Red Square military parade is the latest equipment of the Russian army. Besides main battle tanks and missile systems, what else?

  This year, Russian airborne troops will walk through Red Square with the latest AK-12 assault rifle. The AK-12 is developed by Russia and equipped with Russian troops.

  journalist"You must have shot with this gun?"

  Students of Ryazan Higher Airborne Command School in Margelov, Russia.Yes, this is the first time to show this type of weapon on the Red Square parade. It is the most convenient weapon.

  This year, the improved Tu -95MS strategic bomber will fly over Red Square, which can carry X-101 missiles.

  Russian military expert Konstantin SivkovThe X-101 missile is a unique missile with a range of about 5,000 kilometers. Cruise missiles Imagine a radius of 12,000 kilometers of aircraft activity and a missile range of 5,000 kilometers. What we get is actually a global weapon. "

After leaving the cabin again after 13 years, there is such a story behind the humble power handle.

CCTV News:When Shenzhou-12 finished its mission, it didn’t take much effort for Liu Boming to turn the handle to open the hatch. However, when Chinese astronauts completed the Shenzhou VII mission, it took a lot of effort to open the hatch. At that time, Liu Boming assisted Zhai Zhigang to get out of the cabin, but when he got out of the cabin that year, due to the pressure difference inside and outside the cabin, Zhai Zhigang could not open the hatch with great efforts. Later, in an interview, the Shenzhou VII flight crew described the situation at that time and their countermeasures.

On the afternoon of September 27th, 2008, when the eyes of the whole world were focused on China astronauts Zhai Zhigang and Liu Boming, an accident happened.

Liu Boming:I think Zhigang tried his best to pull the hatch. At that time, the hatch didn’t move at all. I feel very strange. Why can’t the hatch be pulled open when the ground is easy to do?

Zhai Zhigang:In the process of opening the door, I didn’t think that the force needed to open the door was so great at first, and I didn’t even think that the door would not be opened in the sky. Moreover, in the process of opening the door, I didn’t think that the door might be opened with great force, so I opened the door in a normal state throughout the process.

Liu Boming:At this time, it was very urgent to hear Zhigang’s breathing, because he consumed a lot of physical strength.

Zhai Zhigang:Finally, when my strength ran out and the door didn’t open, I found that I couldn’t open the door of Shenzhou VII air pressure cabin by my own strength.

Liu Boming:I went over and wanted two people to grab the handrail and pull the hatch at the same time, but the gloves were too big for two people to grab at the same time, so I had to put my hands around his right arm because he held the bulkhead with his left hand and pulled the hatch with his right hand. So it was the two of us at that time, and we almost pulled the hatch down with all our strength. The hatch was opened at an angle of 20 degrees. At this time, I felt the suction was particularly large. I felt that I was dragging the two of us up and the hatch was closed again.

Zhai Zhigang:This is a little anxious. If the door can’t be opened, then I will definitely not get out. If I can’t get out, the mission of Shenzhou VII will not be completed.

Liu Boming:At this time, it has flown into our measurement and control area, and the node for leaving the cabin has arrived, leaving us with little time.

Zhai Zhigang:In order to get out of the cabin, we have to pay too much, and we can’t open the hatch at the most critical time, so everything in front of the training is zero.

Liu Boming:In this case, I made up my mind, found the metal crowbar from the cabin and handed it to Zhigang, and then opened the hatch. At this time, the airflow instantly flowed out and the hatch naturally opened.

Zhai Zhigang:When the cabin door was pried open with an auxiliary tool, it was like opening a small window in an instant. At that time, an imaginary idiom was called be elated.

Zhai Zhigang:I’m out of the cabin and feel good!

Jing Haipeng:Liu Boming handed Zhai Zhigang the five-star red flag.

Zhai Zhigang:After Boming handed out the national flag, I didn’t think about anything else, so I showed it first.

Liu Boming:The five-star red flag is flying high in space, which proves that we have come to space.

This episode of Shenzhou VII did not appear in the extravehicular mission yesterday (July 4th). A booster handle on the Shenzhou 12 hatch makes it easier and smoother for astronauts to open the hatch. From this small power-assisted handle, we can see that our astronauts’ experience in getting out of the cabin is constantly accumulating, and the equipment used is also constantly improving. According to the plan, there will be another extravehicular activity during the Shenzhou-12 mission. We also wish the astronauts all the best in their work and life in space.

Fukuhara Ai retired, but the story of table tennis between China and Japan continues.

  CCTV News:If one day any foreign table tennis player can win a medal in the Olympic Games, I hope it is Fukuhara Ai;

  If one day I can only support one foreign table tennis player, I think it will be Fukuhara Ai.

  There are less than 100 days before 2019 and less than two years before the Tokyo Olympic Games, so without warning or a trace of preparedness, Fukuhara Ai told us that he had retired.

  Fukuhara Ai Weibo announced his retirement.

  Fukuhara Ai is probably the first Japanese athlete who received a blessing from netizens in China because of his retirement. As of press time, the Weibo that she announced her retirement has received more than 70,000 reposts, more than 70,000 comments and more than 620,000 likes. I wish her a happy life.

  Fukuhara Ai is probably the first Japanese athlete who "alarmed" the Ministry of Foreign Affairs of China because of his retirement. At the regular press conference of the Ministry of Foreign Affairs on the 22nd, Hua Chunying, a spokeswoman for the Ministry of Foreign Affairs, said that Fukuhara Ai was "loved not only by the Japanese people, but also by many people in China" and was "very cute, and also had outstanding performance in the field of table tennis".

  As of press time, Fukuhara Ai announced his retirement from Weibo’s comment 7w+, forwarded 7w+ and liked 62w+

  Fukuhara Ai, who has a round face and a crisp smile, can be said to be a Japanese athlete "watched and grown up" by netizens from China and Japan. Fukuhara Ai has been training under the guidance of coach China since he was five years old. In the long run, Fukuhara Ai has also forged a deep friendship with China players and even China. In addition to being beaten and crying in the game, Xiao Ai also shed tears in the Wenchuan earthquake in 2008. She has always been a lively wave and she is quite depressed in front of the reporter’s camera. "Japan went to 60 people (rescue), so xx is not enough. I am going, at least 61 people." It is this lovely appearance that left a deep impression on China fans, and Fukuhara Ai also had a nickname "porcelain doll". Familiar fans can know a little about her.

  Knowing that four-year-old Xiao Ai participated in the national competition for the first time, she lost her shoes happily when winning, and cried in her mother’s arms after losing; Knowing Xiao Ai’s stubbornness with tears in her eyes and insisting on finishing the training task; Knowing that Xiaoai can say "dry ha" with an authentic northeast accent, knowing that Xiaoai and table tennis players have close feelings, he brings him Japanese cookies every time he meets ZhangJike; I also know that Xiao Ai fought against the three generations of big devils of China table tennis women’s team from Zhang Yining to Li Xiaoxia and then to Ding Ning … …

  The great devil of running water, Fukuhara Ai made of iron. Fukuhara Ai rarely wins against China athletes in international competitions, and his career has been shrouded in the shadow of the "big devil" of table tennis, which is helpless. The advantage of China table tennis team, especially the women’s team, over other players is hellish.

  Fukuhara Ai made his first sound after he announced his retirement, thanking the fans in China and China.

  It’s really distressing that Fukuhara Ai tried her best but couldn’t win, but that doesn’t prevent her from making great contributions to the rapid development of Japanese table tennis. He was selected to the national team at the age of 12 and made his Olympic debut at the age of 15. From 2003 to 2016, Xiao Ai gradually became the absolute core and leader of Japanese women’s table tennis. The younger generation regards her as an idol. Japanese table tennis player Ito Meicheng once said: "Looking at Captain Fukuhara, I know very well that it is not easy for her to bear the name of Japan. If I can become a captain in the future, I also want to be a player like her."

  Under her leadership and influence, a new generation of Japanese players also became attached to China. These players, who were trained in China since childhood, or developed under the training of China coaches and sparring partners, helped Japanese table tennis to make rapid progress, but also laid a deep "China brand". With Fukuhara Ai, a beloved predecessor, as an example, they also gained a lot of "audience affinity" in China.

  More importantly, with Fukuhara Ai’s great concern and the continuous improvement of Japanese table tennis level represented by her, the Japan Table Tennis Association is also making great efforts to develop this sport. Since 2003, the Japan Table Tennis Association has established a national team for primary school students, adjusted the training mechanism of age groups, conducted regular closed training and overseas competitions, and strengthened the training of grassroots coaches. In 2008, the Japan Table Tennis Association built a national training center in Tokyo, and absorbed some professionals including coaches from China and other places, which became the training base of the Japanese table tennis team. Moreover, the Japanese table tennis team has established a system of substituting competition for training, and specially trained a group of players to participate in the world series of adult groups from the age of fifteen or sixteen, which made them feel the atmosphere of the competition ahead of the players of the same age in our country and increased their competition experience.

  In the past two or three years, we can see that although the national table tennis still has absolute advantages, Japanese table tennis has made rapid progress. On the men’s team, Zhang Benzhihe, whose parents are both from China, has defeated Malone, ZhangJike and Fan Zhendong successively. On the women’s team, Meicheng Ito defeated the world champion Liu Shiwen in this year’s team table tennis World Cup finals. It can be seen that Japan’s challenge model to China has taken shape.

  As we all know, from the ITTF to the national associations, from the constant changes in table tennis materials to the changes in the points system and the addition of mixed doubles, it is a "clear thing" to try to limit the absolute advantage of China, and the China table tennis team is also happy in this "encirclement and suppression". Because in the long run, it will do more good than harm to table tennis and the China team. After all, for sports, only more intense competition and stronger suspense can attract more audiences and promote the technical level to a higher level.

  Next, Tokyo, Japan, in 2020 is the focus of preparation and competition between China and Japan in the past four years.

  Wait and see!

  (Text/Liu Chang Zhu Xinyu)

Female representatives of the two sessions tell stories about their duties with deep affection.

  Preface:

  Today is March 8th International Women’s Day, which coincides with the National People’s Congress and the National People’s Congress. Although it is a holiday, the female delegates stick to their respective posts. Every year, the female delegates and members of the two sessions spend their holidays in the busy process of performing their duties and participating in the discussion of state affairs.

  It is said that "women hold up half the sky". How do the female delegates and committee members in Beijing play the role of "holding up half the sky"? What good suggestions have you made? Outside the venue, they are mothers, wives and daughters; In the meeting place, they are "counselors" who offer advice and suggestions for the country, showing the charm of women. Busy, they are the most beautiful scenery at the two sessions.

  To this end, Yang Guangwang interviewed five women deputies to the National People’s Congress. Let us follow their eyes, pay attention to people’s livelihood, education and other fields, and listen to their proposals and suggestions.

  Viewpoint: Increase the intensity of precision poverty alleviation in the old revolutionary areas.

  A red shirt and a black suit. As for being called "the most beautiful rural female branch secretary", she smiled and said that this is trust and respect, as well as responsibility and responsibility. It’s not that I’m beautiful, it’s that I do practical things for the masses.

  From Gansu to Beijing, Ma Yinping was both honored and nervous when she was elected to the National People’s Congress for the first time.

  Ma Yinping attended the opening meeting of the first session of the 13th National People’s Congress in the morning and participated in a panel discussion in the afternoon. The day’s itinerary is tight and full. The reporter noticed that there was a pile of draft paper on Ma Yinping’s desk, which was full of words. Ma Yinping said that for the first time, I was worried that I couldn’t remember the figures and I was well prepared.

  Ma Yinping’s suggestion this year is to increase the intensity of precision poverty alleviation in the old revolutionary areas. She said that according to local conditions, she is "confident in helping the poor accurately" in her village. The report of the 19th National Congress of the Communist Party of China proposed to implement the rural revitalization strategy. She said that the next step is to build beautiful countryside, develop tourism resources, and broaden the channels to get rid of poverty and become rich.

  When it comes to the topic of poverty alleviation, Ma Yinping opened a chatterbox. There are many happy things on the road to poverty alleviation, big and small. She told reporters the story of many poor households getting rid of poverty, and she could feel that she knew everything about each situation. She said that a seemingly trivial matter is "a big deal" for poor households. When their problems were understood and solved, Ma Yinping said, "My heart is full of joy and a sense of accomplishment."

  Ma Yinping also introduced the "one household, one policy" program for accurate poverty alleviation to reporters. That is, adhere to the policy of households, vary from person to person, project to household, and policy to people. Ma Yinping said, find out the causes of poverty, formulate a poverty alleviation menu, "don’t rush headlong into it" and formulate a policy of "grounding gas".

  After listening to this year’s government work report, Ma Yinping said that there were many bright spots and she was very touched. She said, especially in the renovation of dilapidated houses of poor households, there has been a great improvement, "feeling particularly obvious." In poverty alleviation work, "more precise" and "more grounded" will bring back the spirit of the meeting and implement it. (Reporter Du Jing Ma Yuan Li Xuenan)

  Viewpoint: increase the investment in mass sports and suggest setting up a national Wuqinxi promotion center.

  Wuqinxi originated in Bozhou, Anhui Province, and was created by Hua Tuo, a physician at the end of the Eastern Han Dynasty. It has a history of more than 1,800 years and is an excellent traditional fitness culture of the Chinese nation. In recent years, with the rise of the national fitness campaign, people’s attention to Wuqinxi has obviously increased.

  However, Chen Jing, who has more than 30 years’ experience in spreading and learning Wuqinxi, found that Wuqinxi is very popular abroad, and its love and promotion are increasing day by day. However, the popularity in China and the province is still lacking, which belongs to "flowers in the wall and fragrance outside the wall".

  Therefore, Chen Jing suggested setting up a national Wuqinxi promotion center to promote the development of national fitness.

  In order to adapt to the development of the national fitness campaign, Chen Jing proposed to revise and promulgate the Sports Law, which has been implemented for more than 20 years. The current "Sports Law" does not clearly define and express citizens and their sports rights, and the right protection mechanism is seriously lacking; There are more and more sports disputes, but the dispute resolution mechanism is obviously absent.

  Chen Jing suggested that relevant legislation should be improved. At the same time, in the form of legislation, the "National Fitness Day" on August 8 will be established as a national sports festival. It is also suggested that the whole people should have a holiday on this day, so that the people of the whole country can take various kinds of physical exercises, so as to drive the people to remember the glorious history, carry forward the Olympic spirit and promote national fitness, thus realizing the new sports rejuvenation of the Chinese nation. (Reporter: Wang Li)

  Person: [Fang Min, deputy of the National People’s Congress and senior engineer in charge of thermal control of Yinchuan Thermal Power Co., Ltd., Ningxia Hui Autonomous Region]

  Viewpoint: Promote the reform of energy structure in the east and west by using the west-to-east power transmission channel.

  "When you are a representative, you have to do something and solve some problems better." In his first year in office, Fang Min, a representative of the 13th National People’s Congress, set himself a goal. This year, she focused on the problem of overcapacity in the power industry, using the West-to-East Power Transmission Channel and big data to promote the reform of energy structure in the east and west, and achieve energy conservation and emission reduction.

  Fang Min, a senior engineer in charge of thermal control in Yinchuan Thermal Power Co., Ltd., Ningxia Hui Autonomous Region, has participated in the innovation and transformation of thermal control system for more than 20 times, and is a veritable technical backbone of the company. As a newly elected deputy to the National People’s Congress, Fang Min actively prepares for the two sessions of the National People’s Congress and earnestly performs her duties with her consistent craftsman spirit.

  In recent years, Ningxia has built a positive and negative 660 kV DC transmission project from Ningdong to Shandong and a positive and negative 800 kV HVDC transmission project from Ningdong to Zhejiang, and a large power transmission channel from west to east has been completed. In view of the relatively backward development in the western region and the strong demand for electricity in the eastern region, she suggested that three power plants with a total scale of 5.32 million kilowatts should be put into operation in 2018, effectively promoting the adjustment of energy structure in the east and west.

  One month after being elected as a deputy to the National People’s Congress, Fang Min also consulted experts extensively, collected data and compared experiments. She found that there was a waste of resources in the usual power grid dispatching. If the national power grid needs a 500,000-kilowatt adjustment range, and more than two small thermal power units with 300,000 kilowatts participate in peak shaving, the coal consumption will be greater than that of a 600,000-kilowatt unit. In short, the coal consumption of two small units is higher than that of one large unit. Nowadays, more and more new energy power, such as wind power, photoelectricity, etc., are incorporated into the national power grid, and the peak shaving and dispatching of the power grid will become more frequent, and the waste of resources will become more serious. Fang Min hopes that relevant departments should organize power grid dispatching departments and thermal power generation enterprises to set up a project to jointly discuss the scientific dispatching scheme of thermal power units supported by big data, rationally dispatch power plants with different energy levels, and introduce corresponding incentive and subsidy policies to achieve the effect of energy saving and emission reduction. (Reporter: Xu Sheng)

  Viewpoint: "Make way for ambulances" depends on the system rather than praise.

  Whenever I drive on the road, whenever I see an ambulance passing by, Li Yan, deputy of the National People’s Congress and president of Qilu Pharmaceutical Co., Ltd., always lets the ambulance go first, and at the same time, I feel a sweat for the patient in my heart, even a little worried. "Because the 120 ambulances that perform the task are racing against time, once some vehicles are blocked on the road, it will cause a waste of ambulance time." Therefore, during the two sessions this year, Li Yan brought a proposal on "unblocking the ambulance" life channel ".

  In an interview with a reporter from the Central Broadcasting Network, Li Yan appealed that it is suggested to install a camera on the ambulance to take pictures of private cars that refuse to let go, and the behavior of not avoiding the ambulance must be clearly stipulated and severely punished. She seems a little urgent to implement the above suggestions. This year, she also plans to shoot a public service advertisement about comity ambulances.

  Li Yan said: "In real life, there are some car owners who refuse to give way when they meet 120 ambulances to perform emergency tasks, and even occupy the emergency passage. I usually feel very angry when I meet such car owners. This is a disregard for life. We are in the pharmaceutical industry, and we have a strong desire in ourselves: there will be a strong rescue complex in our hearts. Therefore, when I heard that I died because of time delay, not because of medical skills or medicine, I couldn’t accept it. "

  It is understood that at present, in Shenzhen, Fuzhou, Fujian, Nanjing, Jiangsu and other places in China, attempts have been made to establish relevant systems on ambulance avoidance. For example, Shenzhen has launched a "worry-free avoidance" penalty-free system, but those who fail to avoid it for more than the set time will be entered into the law enforcement database as illegal information, and 300 yuan will be fined and deducted 3 points according to law. For another example, on October 17th last year, Jinan City, Shandong Province launched the "Fearing for Life and Avoiding Worry" campaign, and the newly-developed "Intelligent Driving Recorder" was put into use in 75 ambulances under the Jinan Emergency Center ….. and so on, which are all worth learning.

  For unblocking the ambulance "life channel", Li Yan suggested that a camera should be installed in front of every 120 ambulance to collect evidence for vehicles that cut in line, cut off or give way to ambulances, and relevant data should be shared with the traffic control department as evidence of punishment. In addition, Li Yan also suggested that the unimpeded ambulance "life channel" should be included in the evaluation index system of civilized cities (units). From the system to the concept, the fundamental solution to this problem is to make the ambulance become everyone’s conscious action. (Reporter: Jing Wong)

  Person: [Chen Jianyin, deputy to the National People’s Congress, chairman of the trade union of Chuzhou RT Mart Commercial Co., Ltd. and director of the human resources department]

  Viewpoint: It is suggested that every city or public place should set up a maternal and child room reasonably according to its size, and incorporate it into relevant laws and regulations.

  "Being elected as a deputy to the National People’s Congress is very exciting on the one hand and a heavy responsibility on the other. This time, I pay more attention to the content of setting up a maternal and child room in public places. " Chen Jianyin, deputy to the National People’s Congress, chairman of the trade union of Chuzhou RT Mart Commercial Co., Ltd. and director of the human resources department, suggested that every city or public place should reasonably set up a maternity room according to its size and incorporate it into relevant laws and regulations.

  According to Chen Jianyin, in her previous research, she found that although the construction of maternal and child nursing rooms in some cities has been relatively perfect, the construction progress of maternal and child nursing rooms in public places such as expressway service areas, railway stations and bus stations is still unsatisfactory.

  Chen Jianyin believes that this phenomenon is incompatible with the pace of social civilization and progress since the reform and opening up. "Society is constantly improving, especially women need more private privacy."

  Therefore, Chen Jianyin suggested that the establishment of maternal and child rooms should be rationally allocated according to the size of each city or place. At the same time, she also hopes to incorporate this content into laws and regulations to better protect the rights and interests of women and children. (Reporter: Xu Peng)

Senior Arts and Crafts Artist of Banknote Printing Factory talks about ingenuity: Doing things well and doing rough work carefully.

  Respondent: Su Xihua

  Presenter: Wu Bingcong

  Time: January 28, 2018

  biographical notes

  Su Xihua was born in Baoding, Hebei Province in 1933 and graduated from Hebei Finance College in 1955. Senior Arts and Crafts Artist, Beijing Banknote Printing Factory, China People’s Bank Banknote Printing and Minting Corporation. His carved head of the Queen of England won China a good reputation in the international banknote printing industry; Soong Ching Ling portrait was selected by Soong Ching Ling Foundation; The giant portrait of Chairman Mao at Work was collected by Chairman Mao’s former residence and Chairman Mao Memorial Hall. China’s fourth set of portraits carved by him on the face of 100 yuan, 50 yuan and 10 yuan in RMB represents the highest level of carving technology in China. He has won the Meritorious Medal of the Banknote Printing and Minting System of the People’s Bank of China, and the Labor Medal of the Capital on May 1st, and enjoyed the special government allowance issued by the State Council.

  Interview notes

  On March 22nd, the central bank released a news. With the approval of the State Council, the central bank decided to stop the circulation of the fourth set of RMB in full denomination in the market from May 1st. From 1987 to 2018, the fourth set of RMB 31-year circulation will also come to an end. This set of RMB is the product of meeting the needs of China’s economic development, further improving China’s monetary system, and making breakthroughs in design ideas, styles and printing techniques. Among them, Su Xihua, a senior arts and crafts artist in Beijing Banknote Printing Factory of China People’s Bank, is responsible for carving portraits of people in 100 yuan, 50 yuan and 10 yuan vouchers. The 100 yuan Voucher carved by him is not only the "resurrection" of the hundred-dollar bill in China after the reform and opening up, but also the first time that the portraits of Mao, Zhou, Liu and Zhu were selected together on the RMB. In this set of RMB, he became the main sculptor of the fourth set of RMB with his skillful carving techniques and bold innovative spirit. When the fourth set of RMB is about to bid farewell to the public, we contacted Mr. Su Xihua to talk about his sculpture story.

  You went to Hebei Institute of Finance in 1952 and studied accounting at Baoding Bank School at that time. How did you get the chance to start carving later?

  There is a little history in it. I grew up in the war years, because the war was raging at that time, and my family let me drop out of school. After liberation, I didn’t go to primary school until I was seventeen or eighteen. After graduating from primary school, I was admitted to Baoding Bank School. This school has good conditions, and it doesn’t charge tuition fees. Because this school has excellent conditions and can reduce the financial burden on my family, I gave up other schools I was admitted to to to study there.

  At school, I studied banking accounting for three years. At that time, I had to learn junior high school culture courses plus junior college banking courses. After studying for three years, we graduated. At that time, Sino-Soviet relations had begun to break down, and our country urgently needed to issue new RMB and stamps, and people were needed in the factory. Our group of graduates went directly from Baoding to Beijing’s 541 Factory (now Beijing Banknote Printing Co., Ltd.) to support the industrial construction of the capital. In all, more than 100 people gave up their accounting major and went to work in the factory.

  After I entered the factory, my initial position was as a worker in the sealing workshop. Although it was a pity to give up my original major, I also like it here because I can come to Beijing, which is a state-owned enterprise in a special industry with a good environment and complete facilities. At that time, I worked hard and made progress in my thoughts. I joined the party in the first year of entering the factory, and I was transferred to the design room more than a year later. When I was first transferred, I didn’t understand it. I told our section chief that I was doing well here and didn’t want to leave. However, the section chief said that our students were of good quality, and their cultural level was relatively high at that time. The design department needed us to "take technical classes and catch up with the international level", so I transferred to the design department to engage in hand carving.

  ② You carved characters at first, and then gradually set foot in decoration, landscape and portrait carving. What was the process?

  At that time, more than a dozen of us were transferred from the sealing workshop to the design room, and each of us was assigned a different direction to start studying and working. This department is divided into three parts: design, hand carving and machine carving, and I was assigned to the direction of hand-carved text carving. Carved characters have the lowest technical content in hand carving, followed by decoration, scenery and portraits, among which portrait carving is the most difficult and the most contribution. At that time, I was assigned the job of carving words, and I was not half-hearted, so I obeyed the assignment and concentrated on carving words. After studying with Master for eight years, Master retired, just in time to carve the third set of RMB, so I took over the master’s class and carved the text of 5 yuan and 10 yuan banknotes in the third set of RMB. In the process of completing the carving task, the teacher also taught me to carve patterns, so I tried it myself, changed the original method of carving layer by layer, and the carved patterns were better than the most advanced universal carving machine in the factory at that time, which was recognized by the leaders, so the patterns I carved were also selected into this set of RMB.

  At that time, the technology was somewhat closed, and the technicians who carved landscapes could naturally carve portraits when they reached a certain level, but no matter how well they carved words and decorations, they could not. Although some boundaries were broken after liberation, there was no specific opportunity to learn all-rounders at that time, let alone "job-hopping" now. At that time, it was very difficult to directly transfer from engraving characters to engraving portraits, and in order not to affect others, I learned layer by layer, sincerely asked the teacher for advice, first learned to engrave decorations, then learned to engrave landscapes, and finally attacked portraits. I have been studying by taking the path for 26 years, so I really started carving portraits, only ten years before I retired.

  (3) in the decade of the "Cultural Revolution", someone criticized you for being "only expert but not red". What was the situation at that time?

  During the "Cultural Revolution", the ultra-left ideological trend was serious. Our department belonged to the technical department, and the technicians were also called "smelly Laojiu". Some leaders were sent to the May 7th Cadre School. At that time, some young people didn’t like my study. At the meeting, they insinuated that I was "not prominent in politics, only professional and not red, and purely technical". But at that time, the thought in my heart was, how can we catch up with the international level when we are out of work and making revolution like you? But I didn’t do anything special, so I chose a work of "Chairman Mao inspects the Red Guards" to express my love for Chairman Mao, and I also avoided the edge.

  ④ You worked very hard when carving the portraits in the fourth set of RMB, and worked overtime for 120 working days to complete the task. What was the state at that time?

  At first, I carved characters, and I was junior in carving portraits, but I also hoped to show my achievements in years of study in the fourth set of RMB, so I worked very hard. The first task was to carve the workers and peasants intellectuals on the 50 yuan voucher. I won the competition with the Shanghai sculptor, and the original was selected. When the second 10 yuan coupon was carved, the leader only assigned me to carve it, so the pressure was even greater. There was no mistake, otherwise there was no substitute. I worked hard for more than two months and completed the task on time. Carving the heads of Mao, Zhou, Liu and Zhu on 100 yuan paper money was the most important thing at that time. Many experts from Beijing, Shanghai and Sichuan will spend four months to complete the statue. At that time, I thought that it was not appropriate to use traditional carving techniques to express the characters in relief style, and the content and form were not uniform enough. So I made up my mind to break away from convention and innovate, and changed the traditional curve carving techniques to use parallel lines and points to express them. At that time, time was tight and the task was important. I got up at four or five o’clock every morning to work overtime, and I didn’t get off work until 10 o’clock in the evening. Every day, I had to carve it under a magnifying glass for more than 13 hours.

  Who do you admire most and why?

  My vision is more about the industry I am engaged in, so the people I admire most are also in the industry. For example, the first generation of sculptors and the second generation of sculptors that we passed down, their technology and development have had a lot of help and influence on me, so I admire these people more. There are also people I admire in the society, such as program hosts. They have a wide range of knowledge and can talk, but we are engaged in different industries and have different advantages. I admire outstanding talents in all aspects.

  ⑥ Many people call you a "great country craftsman". How do you understand "ingenuity"?

  I think "ingenuity" is a persistent spirit of Excellence. Just like I finished repairing the steel, it is not artistic, but it is done carefully bit by bit. For example, when carving a portrait, it is always hard to leave this small place for several months, but it is also necessary to ensure that the quality of the finished product is not problematic. "Ingenuity" is what we advocate now, and it is also a requirement and encouragement for technicians to do things well and do the rough work carefully.

  ⑦ What do you do for those who are trained?

  In this respect, I have really made efforts. It can be said that I have broken the division of labor of manual carving taught by American sculptors. From the time I taught my disciples to carve words, I told them that carving words should also lay the foundation for carving people. I can’t learn skills like running a marathon like me, and I can’t only carve words all my life like my master. I also arranged training for them to learn multi-faceted techniques, paving the way for carving portraits. Later, I served as the deputy director of the design room. At that time, the talents of portrait carving were not available, so I organized all the old, middle-aged and young sculptors who had a certain carving foundation to invest in the portrait carving technology, which improved the overall level of portrait carving and provided talent guarantee for later engraving the fifth set of RMB.

  When carving the portraits on the fifth set of RMB 50 yuan coupons, according to the requirements of the head office, the design studio sent two young designers to compete for carving, and I served as their guidance. When one of the young sculptors carved the fifth set of portraits of Chairman Mao with RMB 50 yuan coupons, the first edition widened the overall line spacing, so that the skin texture of the characters could not be expressed in place and could only be invalidated. Later, I told her a value that could ensure the success of the line pattern and asked her to change the plate and engrave it again. Finally, her work was successfully adopted. Later, when carving the 5 yuan coupon, the sculptor widened the temporal pattern spacing when carving the portrait of Chairman Mao, which made the overall line pattern out of proportion and affected the image. However, it was too late to carve it again, so I quickly taught her my "steel-mending stunt" to help her repair and adjust the pattern spacing, so that she completed the task on time and was finally adopted. I have spared no effort to help young sculptors grow up, and I have not failed to live up to the expectations of the leaders.

  Did your early life experience have any influence on later sculpture creation?

  Speaking of this problem, I really can’t ignore the influence of my family on me. Although my family is not a noble family, it has a certain cultural foundation. My great-grandfather was a gongsheng and my second grandfather was a scholar. My grandfather didn’t catch up with the imperial examination. Growing up in such a family that attaches great importance to education, I was seventeen or eighteen years old after liberation, and my family also supported me to go to primary school. Because of my family’s education, I went to school and had a successful "stepping stone".

  Pet-name ruby from farmers to a generation of masters in the field of sculpture, what do you think is the most important factor for your high achievements?

  In fact, the most important thing is the spirit of hard work and hard study, which is the foundation of success. It is not enough to be smart without hard work, but to pursue it persistently. Of course, I may have relatively strong adaptability and acceptance in carving.

  Attending are you a perfectionist?

  Yes, I am a person who pursues perfection, and the idea of perfection above perfection is very serious. I will do things more seriously, which is one of my advantages and a magic weapon to win.

  ⑾ If you don’t take this job, what career will you choose?

  I work diligently and sincerely wherever I go. At first, I did seal inspection in the workshop. I didn’t think about doing anything else. I just wanted to do this job well. The sealing work needs quick eyes and quick hands. I am not particularly talented in this field, but I have also worked hard and hard. Later, I started carving, and I didn’t pick and choose. I carved whatever I asked. Generally speaking, I try my best to do it well when I am assigned to do it. I have no great ideal. In this environment where I work, what I want to do most is to carve portraits, and I have tried my best to do it now.

  ⑿ How to describe your life after retirement? What have you done during this time?

  I don’t have any special hobbies, but I wrote better than others when I was in primary school. I didn’t have so much work pressure in the ten years after I retired, so I picked up my pen at home and practiced my handwriting again. At that time, I sorted out the old copybooks at home. There were copybooks used by my great-grandfather and grandfather more than 100 years ago. Some of them were rained and some were bitten by insects. I spread the wrinkled copybooks flat and then mounted them, then bound them into a book and practiced calligraphy with them. Later, I can also write some banners such as "home and everything" to my family and fellow villagers.

  I also carved a stamp after that. At that time, when the chief engineer of our factory was transferred, he must ask me to carve a stamp. I said I carved steel plates. How can I get a stamp? But he insisted that I carve it and brought me the stone I bought, so I couldn’t refuse any more. I bought a set of tools myself and used a knife for carving steel plates to carve stamps. To be honest, what I carved can be seen as a stamp, but the artistry is still not enough. After carving a few square seals, my eyes failed, so I didn’t carve any more.

  Do you have any hobbies in your life? Do you like traveling, cooking or sports?

  I like traveling very much. I have been to Meishan, the Three Gorges of the Yangtze River, Hong Kong and Daqing in Sichuan before. Now that I am old, it is inconvenient to go out again. Speaking of cooking, the rice cake I made is very good, and it is a dessert in my hometown. To make this rice cake, you need to use yellow wheat, jujube and jujube, and steam them together with sugar. Only I can cook this at home. Every time I made rice cakes, everyone liked them.

  [14] What do you think is your most precious thing? Is it a work?

  Looking back now, I think the most precious thing is these honors given to me. I can’t take credit and be complacent about honors, but I cherish them very much. Some honors are just a certificate and a piece of paper, but it represents the process of my hard work and I have not wasted my time.

  ⒂ In today’s developed industrial level, what contribution did the profound accumulation of hand-carved in those days make to the present art sculpture?

  Hand-carved is not what it used to be. Now laser carving is used, and the previous carving tools are basically no longer used. However, the basic usage of carving, such as the use of points and lines, still continues the foundation of manual carving.

  You have left your mark on several generations of RMB. What’s it like to face and use your own works for decades?

  In fact, I didn’t say that I would look at it and think that this is my carved work, that is, money. The blue one is 100 yuan, and the green one is 50 yuan. How much money should be given to others? There will be no concept of works in life. But my family will feel very proud, and sometimes they will tell others that it was carved by my relatives.

  This edition/Wu Bingcong