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    The new round of "trade-in" has not only brought new opportunities in the home appliance market and new vitality in home appliance consumption, but also laid a solid foundation for building a green, circular and sustainable consumption system. Insiders pointed out that in this process, the e-commerce platform with a huge user base, efficient logistics and distribution capabilities and data management processes began to play an important role.

    "Trade-in" brings new incremental space

    Not long ago, the State Council issued the Action Plan for Promoting Large-scale Equipment Renewal and Trade-in of Consumer Goods (hereinafter referred to as the Action Plan), proposing four major actions, such as trade-in of consumer goods and recycling, supporting household appliance sales enterprises to jointly carry out trade-in promotion activities with production enterprises and recycling enterprises, opening online and offline trade-in zones for household appliances, and giving preferential treatment to consumers who exchange old appliances for energy-saving household appliances.

    The reporter noted that in response to the new round of "trade-in", home appliance enterprises have begun to take action.

    Haier said that home appliance enterprises should not only provide users with smarter and greener new products through technological innovation and intelligent manufacturing, but also actively explore new service models, from "replacing new home appliances" to "replacing new home scenes". It is reported that Haier will continue to carry out green, energy-saving and intelligent original technology research and development, provide home improvement consumer goods replacement services, and at the same time exert its strength in the "recycling and reuse" of home appliances by building a big data platform for recycling home appliances.

    Midea has launched a series of home appliance trade-in activities in various places, and set up trade-in convenience service points in some communities, communities and administrative villages to provide residents with on-site old machine evaluation, old machine recycling and simple home appliance cleaning services.

    The reason why the home appliance industry attaches great importance to trade-in is related to the great demand growth pressure faced by the current home appliance market.

    According to the data of the Ministry of Commerce, since the implementation of the old-for-new household appliances policy from June 2009 to December 2011, 92.98 million new household appliances in five categories have been sold nationwide, which has boosted direct consumption by 344.2 billion yuan, effectively guiding the release of consumption power of urban residents.

    At the same time, the household appliances purchased by urban and rural consumers will soon or have entered the elimination period. If these household appliances are used beyond the time limit, it is likely to cause a series of problems.

    Gree said that from the perspective of industry, China’s home appliance market has entered the peak period of upgrading. Trade-in will further enhance users’ enthusiasm for purchasing home appliances, stimulate the consumer market, and help enrich the application scenarios of new technologies. Haier also believes that the new round of "trade-in" can not only effectively stimulate market consumption, accelerate future industrial development, but also effectively promote industrial technology upgrading.

    According to industry analysis, after years of development, the home appliance industry has entered the stock market, and the overall consumption demand is mainly based on replacement. Trade-in can open up the consumption blocking point and provide a new incremental space with updated consumption as the main body, thus driving the whole home appliance industry to upgrade and expand.

    E-commerce platform will play an important role.

    After entering the digital age, the evolution of user demand has promoted the diversification of China’s home appliance retail channels, which also indicates that online platforms with various formats will play an important role in the new round of "trade-in" of home appliances.

    In the face of huge market space and consumers’ demand for new products, e-commerce platforms have begun to be laid out.

    On March 13th, Suning.cn announced that it would increase the subsidy of 10 billion yuan for trade-in, and jointly launch a long-term trade-in campaign with home appliance brands. JD.COM also said recently that it will invest 3 billion yuan in 2024 in conjunction with home appliance brands, and increase the subsidy for home appliance trade-in and upgrade the service experience.

    At the 2024 China Household Appliances and Consumer Electronics Expo held not long ago, JD.COM launched a number of "lightning new products" together with ten famous brands at home and abroad such as Haier, Samsung and Midea. The person in charge of the Home Life Division of JD.COM Retail Home Appliances said that in the "Lightning New Product Season" in JD.COM, the above-mentioned related "lightning new products" can enjoy a discount of 10% for the old ones.

    It is understood that as early as 2016, JD.COM launched a trade-in service for household appliances, and through a series of service upgrades, it helped consumers reduce the cost of buying new machines, while also providing a more convenient recycling and trade-in experience. Up to now, JD.COM has covered more than 200 sub-categories of household appliances. In 2023, JD.COM recovered more than 15 million household appliances through trade-in, and this figure is expected to reach 30 million in 2024.

    It is noteworthy that JD.COM has also used its own advantages in the supply chain to solve many pain points in the process of replacing old appliances with new ones.

    The person in charge of related business in JD.COM said that many consumers have no concept of "life" for household appliances, and think that even if there is a fault, they can continue to use it after being repaired. In addition, many consumers think that the old machine is worthless, the new machine is not cheap, and the replacement process is too cumbersome. It is precisely because of the fear of trouble that many users put up with old household appliances, use them when they can, or leave them unused for a long time.

    Therefore, in addition to providing trade-in subsidies with major brands, JD.COM has also actively exerted its efforts at the production end and recycling end, and cooperated with upstream and downstream partners to improve the recycling system of used household appliances from front-end old products to new products, to middle-end old products to new products, and then to back-end old products, thus optimizing the trade-in experience and forming a perfect closed loop of the whole industrial chain.

    According to industry insiders, in the face of a new round of "trade-in" of home appliances, the entire home appliance industry is gaining momentum. The mainstream home appliance channel headed by JD.COM, through the continuous optimization of the service system, accelerates the construction of a complete industrial chain cycle with upstream and downstream partners, laying a solid foundation for a new round of large-scale home appliance replacement.

    Guo Zhaofen, chief analyst of China International Electronic Commerce Center, said: "As a bridge between brand manufacturers and consumers, e-commerce platform is an important participant in the" trade-in "action based on its huge user base, efficient logistics and distribution capacity and digital management process." She pointed out that on the one hand, the e-commerce platform helps the "trade-in" activities to reach more consumers more quickly and effectively; On the other hand, the "one-stop trade-in" of the e-commerce platform not only enhances the service experience of consumers’ trade-in, but also stimulates consumers’ willingness to trade-in.

    Xu Dongsheng, vice chairman of China Household Electrical Appliances Association, also believes that the e-commerce platform has a large sales scale and strong digital management ability. Adopting the "internet plus Recycling" model can effectively implement management, make the whole process transparent and traceable, and help solve the problem of recycling order management.

    Promote the home appliance industry to be "green"

    As home appliances tend to be high-quality, intelligent and environmentally friendly, "the replacement of green smart home appliances" has become the protagonist of this large-scale home appliance market.

    It is understood that in the process of landing the Action Plan, "replacing the old" and "updating" are the key points. Therefore, to promote a new round of "trade-in" in the home appliance industry, it is necessary to coordinate production, supply and marketing, upstream and downstream, government and enterprises, online and offline, and comprehensive policies. Among them, the standardized recycling system will be the key.

    At present, the recycling system of waste household appliances is still in the process of standardized development. According to the relevant person in charge of JD.COM, in the past, most of the people engaged in the recycling of used household appliances were "roadside guerrillas". Now, through the recycling and decomposition of JD.COM and other formal channels, the environmental pollution of used household appliances has been effectively avoided, and the standardized dismantling industry of used household appliances has also developed vigorously. Next, more market players will take advantage of the policy dividend to jointly build a fast, convenient, controllable and efficient standardized recycling network.

    According to Zhou Yunjie, Chairman of the Board of Directors of Haier Group, the new round of "trade-in" will bring opportunities in three aspects: First, with the release and landing of policy details, the enthusiasm of users to purchase home appliances will be effectively enhanced, thus driving the whole industry to usher in new market opportunities; Secondly, under the background of rapid application of artificial intelligence and other technologies, users’ new demand for intelligent and green home appliances is accelerating the deepening of enterprises’ layout in the technical field, effectively promoting the technological upgrading of the industry; In addition, the trade-in of household appliances will accelerate the development of circular economy and provide a brand-new opportunity for the green transformation of the whole industry.

    The industry believes that household appliances are important bulk consumer goods, which not only plays an important role in improving the quality of life and improving life satisfaction, but also helps to stabilize the trend of consumption recovery, fully release the potential of domestic demand and promote economic development. As an important part of expanding domestic demand and promoting consumption, the new round of "trade-in" in home appliance industry will stimulate market vitality, improve the efficiency of trade-in, promote the consumption growth of green smart home appliances in China, and promote the transformation and upgrading of home appliance industry to green and low carbon. (Reporter Fu Yong)

Special feature of 1905 film network With the desk corner calendar book from fullness to thinness, 2019 entered the final countdown.

When people are typing at their desks for personal year-end summary, 1905 Data Institute made an annual survey report for China film market in 2019. This report tries to present the overall situation and development trend of China film market in 2019 from the dimensions of market, word of mouth and phenomenon.

Click to browse the full version of 2019 China Film Survey Report.

Behind the record high box office and movie attendance in the whole year, it is inseparable from the two-way maturity of the audience and the market. The increasingly mature public aesthetic makes the symbiotic relationship between word-of-mouth and box office closer. The industrial traces in domestic movies are gradually increasing, which opens the first year of domestic sci-fi movies, and (hereinafter referred to as "Nezha") writes a new chapter in the rise of the country.

Market article

Box office hit a new high, with domestic films as the main force.

In 2019, the annual box office and movie attendance of China film market reached a new high, which became an important part of the development of the global film industry.The quality of domestic films has improved steadily, and the box office output capacity of head films is amazing.

According to the market section of the survey report, the annual box office of China film market reached 64.266 billion in 2019, an increase of 5.4% compared with 2018; The total number of people watching movies in urban cinemas reached 1.727 billion.

Among them, the cumulative total box office of domestic films was 41.175 billion, an increase of 8.65% compared with 2018, accounting for 64.07% of the box office in 2019.

In the key node of breaking 10 billion, domestic films have played an important role.During the Spring Festival, domestic blockbusters such as The Wandering Earth, Japan and South Korea helped the box office of China film market break through the first 10 billion mark. On the time axis, it is 8 days ahead of the same achievement in 2018.

On the day of the Spring Festival (February 5), the single-day box office reached 1.449 billion, setting a new record for the single-day box office in mainland film history. Thanks to the Spring Festival, the box office of China film market reached 11.157 billion in February, an increase of 9.45% compared with 2018. This box office achievement is not only the highest monthly box office in mainland film history, but also the "roof of the world" in global film history.

During the summer file in 2019, domestic films once again refreshed the audience’s past cognition. The adult-oriented animated film Nezha, which is suitable for all ages, is popular all over the country, breaking the prejudice that the box office limit of domestic animated films will not exceed 3 billion. In the end, the box office of this film broke through the 5 billion mark and became the annual box office champion in 2019. At the same time, the film also won the second place in the box office list of mainland film history.

When Nezha surpassed The Wandering Earth at the box office, Frant Gwo director Weibo sent a message "Little Nezha, it’s your turn" with full blessings.Appreciate each other among China filmmakers is touching.More outstanding young film talents are showing their talents. The creation of domestic films shows the trend of a hundred battles.

The National Day stalls presented the "Three Masters",,, and presented an audio-visual feast with rich dishes to the audience.Under the leadership of three box office champion seed players, the cumulative box office in 2019 was 5.133 billion, an increase of 135.89% year-on-year.

My People，My Country, who broke the traditional main melody film creation structure, showed the audience the unity behind the 70th anniversary of the founding of New China through seven story paragraphs with the most characteristics of the times.In the end, the film ranked fourth in the annual box office list with a score of 3.119 billion.

In 2019, domestic films were well-deserved protagonists in the mainland film market. Behind the record box office and movie attendance in the whole year, the number of domestic screens and the total number of screenings also reached a new high.According to statistics, in 2019, the total number of domestic screens reached 69,787, with an increase of 9,708. The infrastructure construction of China film market is in the forefront of the world.

Word of mouth

The audience’s aesthetic appreciation is improved, and there is nowhere to hide bad movies.

The symbiotic relationship between word-of-mouth and box office is becoming more and more mature, which has become one of the most remarkable features of China film market in 2019. The content is that the era of kings has arrived, and everyone is shouting at bad movies.

In 1905, the School of Data selected the top ten Chinese movies in 2019 through the votes of film critics and audiences. The statistical results of these two surveys show that word-of-mouth has become the main influencing factor of box office trend.

Nezha is at the top of the top ten list of word-of-mouth of both film critics and ordinary audiences. The explosion of word-of-mouth in the early stage made the film decide to file for release. This film has performed well in scoring platforms with obvious differences in audience groups such as Douban and Lighthouse.

According to statistics, on the Douban platform, which is dominated by veteran fans, there are more than 1.17 million people scoring this film, with an average score of 8.5; On the lighthouse platform dominated by ordinary audiences, there were more than 3.94 million people scoring the film, with an average score of 9.5.

The Wandering Earth and My People，My Country, whose two lists overlap, performed well in different scoring platforms. The cumulative box office of these films is mostly located in the TOP10 list of the annual box office of the mainland film market in 2019.

The overall improvement of domestic audience’s aesthetic ability has become the main reason for the convergence of word-of-mouth and box office performance. In the fast-paced modern life, the time cost of watching a movie is often greater than the material cost.The audience’s pursuit of the quality of the film tends to be strict. In the past, the explosive production mode of traffic star+big IP has become a thing of the past.

In 2019, regardless of Chinese and foreign movies, the box office trend was less than expected. The box office of these films runs counter to the production cost, mostly because the content quality is not good enough. The audience’s improving aesthetic ability has continuously compressed the living space of bad films, and the overall market environment has developed in a benign direction.

In today’s China film market, "those who get the content get the word of mouth, and those who get the word of mouth get the box office", and the creators of film and television works with craftsman spirit usher in the best era. In the future, China film market will also welcome those high-quality big-screen works, which makes people look forward to it.

Phenomena and industries

The new atmosphere behind the annual keywords

In 2019, behind the positive growth of various data in China film market, many new industries have emerged. Industrialization, the rise of the country, and the announcement of new tricks have become the core keywords for the development of the domestic film market in 2019.

As we all know, science fiction film and animated film shooting can best test a country’s film industrialization level. This kind of film needs a lot of visual effects to create a different sense of space and world view for the audience.The quantity and quality of special effects constitute the foundation of superstructure.

It is reported that there are 2,003 special effects shots in The Wandering Earth’s whole film, and it is normal for a shot to be revised more than 100 times from the first edition to the final draft. According to director Frant Gwo, more than 75% of the special effects shots in this film were produced by China Company.

The filming of the animated film "Nezha" took five years from planning to release, and 66 script versions were run in. There are 1,800 shots in the whole film, with more than 1,400 special effects shots, which is the most animated film in China over the years.

In addition to the increasingly obvious traces of industrialization, film marketing also keeps pace with the times and presents new tricks. In the economic era of online celebrity, everything can be brought.Domestic filmIt was the first time to open the preferential qualification certificate for live movies with goods. Since then, films such as "The Station of the Southern Party" have followed suit.

As a word-of-mouth pre-pointing marketing strategy, it has entered the era of segmentation. During the summer file, the first-tier cities in Beijing, Guangzhou and Shenzhen were deliberately avoided in the early screening notice. From the third-and fourth-tier cities, I hope to use the "small town youth" who are more likely to resonate emotionally to carry out the first round of word-of-mouth fermentation.

Nezha takes the opposite strategy, with the early screening starting from first-and second-tier cities, and then gradually expanding downward to third-and fourth-tier cities. In terms of adult-oriented animated films, audiences in cities such as Beijing, Guangzhou and Shenzhen are relatively receptive.

Among the film types of box office in the whole year, the total box office of animated films, led by Nezha, was 6.979 billion, accounting for 18.91% of the whole year, ranking second in the box office list of genre films. The feature film won the championship with 9.278 billion yuan, the comedy film came in third with 5.801 billion yuan, and the science fiction film came in fourth with 4.771 billion yuan.

Guangdong Province, Jiangsu Province and Zhejiang Province rank among the top three in the TOP10 box office output list of provinces. In the national cinema box office rankings, WANDA CINEMAS, Guangdong Dadi and Shanghai jointly ranked the first, second and third place from high to low. Since relevant statistics were available in 2014, Wukesong Store of Beijing Yaolai Jackie Chan International Studios has won the national box office ranking for six consecutive years.

In 2019, the two-way maturity of market and audience made China film market create many records. What is more gratifying is that more and more domestic films go abroad and spread oriental culture on a global scale.In 2020, what "peaks" will China film market climb bravely? Time will tell.

Description:

Do you still remember the Bao Beier wedding at that time, which was a sensational event? At this romantic and festive moment, we witnessed a remarkable scene: Jia Ling protected Ada with his own body, which was moving and made people deeply admire sincere friendship and brave behavior. Time flies, let’s look back at this touching moment again, which can’t help but make people feel deeply moved.

# # Text:

Once upon a time, the sky was filled with the festive atmosphere of weddings, and everyone was looking forward to witnessing the wonderful moment of Bao Beier and Ada, a happy couple. However, at that moment, Jia Ling’s great friendship made the whole wedding even more unforgettable.

Jia Ling, an ordinary and extraordinary girl, has known Ada for many years and has always been friends with each other. There is no gorgeous performance between them, no hypocrisy, only sincere feelings. Because of this, when Ada was in trouble, Jia Ling stepped forward without hesitation.

At the climax of the wedding, a sudden safety accident threw the whole scene into chaos. As the focus of attention, Ada has become the target of criminals. In the atmosphere of panic, Jia Ling did not hesitate to protect Ada with his body, just like a fearless guardian angel.

The scene at that time was unbelievable! Jia Ling stood up and protected Ada tightly. Her eyes revealed firmness and courage, as if to use her body to block all risks for Ada. This scene of heroic behavior at the wedding deeply touched the heartstrings of every witness.

This friendship is not only a tacit understanding between two people, but also a selfless dedication. Jia Ling’s practice not only shows her deep feelings for Ada, but also best explains her friendship. She didn’t consider her own safety, just to protect her beloved friend. This sincerity and selflessness make people feel admired and moved.

Time flies, we look back on this moment, not only to miss that warm time, but also to commemorate the great friendship shown by Jia Ling. Such friendship, like a bright light, guides us to persevere and move forward bravely in adversity.

It is this spirit that makes us believe that there is still sincere friendship in the world. They are like bright stars, flashing in the dark, bringing us hope and courage. Jia Ling’s behavior proves to us that no matter where we are, friendship can resolve difficulties and smooth the ups and downs. When we face setbacks and dangers, we can believe that there will always be someone like Jia Ling who will stand behind us without hesitation and give us the firmest protection.

Looking back at this touching story of Bao Beier’s wedding, we once again deeply realized the power of friendship. Jia Ling’s act of guarding Ada with her own body not only makes us sigh her courage and great love, but also awakens our deep desire for friendship and care.

Let’s remember this friendship together and understand and pass it on with our heart. Perhaps in our ordinary life, we also need such courage and care to protect those friends who have experienced the storm with us. Because as long as there is sincere friendship, we can face the challenges in the future without fear.

May this touching story live in our memory forever, and may the friendship between Jia Ling and Ada become stronger and stronger. Let’s pay tribute to this sincere friendship and make the world full of more power of truth, goodness and beauty!

The above is the headline tweet I created for you about Jia Ling protecting Ada with her body at Bao Beier wedding. Thank you for reading!

Editor in charge: