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　　Hangzhou, December 27th (Reporter Yu Qin) On the afternoon of the 27th, a teleconference on the prevention and control of infection in Covid-19, Zhejiang Province was held. Governor Wang Hao stressed that all localities, departments and units should thoroughly implement the spirit of the important instructions of the Supreme Leader General Secretary on doing a good job in epidemic prevention and control in the new stage, adhere to the principle of putting people first and life first, highlight "keeping health and preventing severe diseases", scientifically optimize and adjust prevention and control measures, and steadily implement the "Class B and B management" of Covid-19 infection, so as to ensure the orderly transition and smooth crossing of the peak and effectively protect the health and safety of the people.

　　Wang Hao pointed out that in the past three years of epidemic prevention and control, under the strong leadership of the CPC Central Committee with the Supreme Leader as the core, the whole province has conscientiously implemented the spirit of the important instructions of the General Secretary, "The epidemic should be prevented, the economy should be stabilized and development should be safe", adhered to the command and dispatch of "a game of chess in the whole province", made a series of combination boxing for epidemic prevention and control, and handled each epidemic in the shortest time, in the smallest scope and at the lowest cost, effectively safeguarding people’s life safety and physical health, and handed in high scores. At present, epidemic prevention and control has entered a new stage. We should not only recognize the situation clearly, but also strengthen our confidence, further unify our thoughts and actions with the decision-making and deployment of the Party Central Committee on doing a good job in epidemic prevention and control in the new stage, and promote all tasks and measures in the new stage with good mental state and excellent work style with the most powerful measures and adequate preparations.

　　Wang Hao stressed that it is necessary to highlight the key points, grasp the key points and fill the shortcomings, so as to further improve the ability and level of crossing the peak smoothly. First, we should strengthen the construction of medical treatment system, improve the outpatient service capacity of medical institutions, continuously optimize the layout of fever clinics, and realize "all receivables should be collected and all treatments should be treated"; Improve the ability of primary care service, give full play to the role of grading diagnosis and treatment mechanism, guide large hospitals to do everything in a lump sum, help primary medical and health institutions in a counterpart way, send doctors to serve at the station, guide primary clinics to provide medical services for community patients, and let the vast majority of infected people receive primary care at the primary level; Improve the ability of severe treatment and do everything possible to improve the cure rate. Second, it is necessary to strengthen the overall supply of medical drugs, support enterprises to expand production capacity at full capacity, focus on strengthening the production of epidemic prevention materials such as cold-reducing drugs and N95 masks, speed up overall deployment and orderly delivery, and do everything possible to meet the people’s drug demand. Third, we should focus on the optimization of services for key groups of "one old and one small" and key rural areas, assign special personnel to service management for various old-age care institutions, distribute health packages to the elderly over 60 years old in the province, and fully guarantee the demand for medical treatment and medication for children with fever; Implement the "five-level secretary" to grasp the responsibility of rural epidemic prevention and control, promote the "double sinking" of party and government organs and medical resources, and "two strengthening" of medical material supply and transshipment treatment capabilities, especially for special people with basic diseases, lonely elderly people and left-behind children. Establish a list and strengthen care and assistance.Fourth, we should pay great attention to caring for medical staff and grassroots front-line workers, implement more measures to warm people’s hearts, help solve practical difficulties, scientifically arrange shifts and let them devote themselves to their work. Fifth, we must strengthen overall planning in all aspects, protect people’s lives and health to the greatest extent, and minimize the impact of the epidemic on economic and social development.

　　Wang Hao stressed that it is necessary to strictly implement territorial responsibilities and departmental responsibilities, strengthen coordination, supervision and inspection, and ensure that policies, responsibilities and work are in place. It is necessary to do a good job in guiding public opinion, strengthen popular science propaganda, guide the masses to implement prevention and control policies, and do a good job in self-health management.

　　Xu Wenguang presided over the meeting, Cheng Yuechong made work arrangements, and Gao Xingfu, Wang Wenxu, Liu Xin, lu shan, Wang Chengguo, Yao Gaoguan and Tang Feifan were present at the main venue or sub-venue. At the meeting, the Provincial Health and Wellness Committee, the Provincial Economic and Information Office, the Provincial Department of Transportation and the responsible persons of Hangzhou, Lanxi City of Jinhua and Xin ‘an Street of Kecheng District of Quzhou made exchange speeches.

Paying members can not only improve the ARPU and retention of the market, but also every addition may mean the loss of paying members of similar competing products, which is particularly important in the business competition period.

In the trite AARRR model, the membership system is the most common operation means at the active, retained and income ends, and it has two types:

Paid membership system: purchase high-value and differentiated rights and interests by paying.

Example: 88VIP, JD.COM PLUS, Tencent Video VIP, and Zhihu Salt Selection Member.

Growing membership system: through the accumulation brought about by specific user behavior, we can obtain grade growth and differentiated rights (generally low value).

Example: Member of Public Comment, Member of Didi Orange, and Member of Alipay.

The core goal of the membership system is to increase the proportion of paying users, user life cycle and ARPU.At the level of user value, it is reflected in the improvement of LTV, and at the level of user income, it is reflected in the improvement of NDR, which finally pushes ARR to a higher level.

Figure 1: Target derivation of membership system

• ARR(Annual Recurring Revenue) means annual recurring income.
• NDR(Net Dollar Retention)= the ARR of the user group in this period ÷ the ARR of the user group in the last period.

The formula is too abstract, for example:

Ever since Eric got the VIP for listening to books, he has been worried about the membership fee of 365 yuan every day, absorbing the anxiety handed to him by teacher Luo Zhenyu. Two weeks later, he was not only satisfied with listening to books, but also bought popular courses such as "Thirty Lectures on Liang Ning’s Growth Thinking" and "Xue Zhaofeng’s Economics Course". For the next year, Eric was immersed in the knowledge he got every day until his performance reached 3.25.

This year, Eric spent a total of 851 yuan. If he didn’t buy VIP listening books, his spending on the platform he got should not exceed that of 150 yuan. Not only that, he stopped subscribing to the Wu Xiaobo Channel.

Summary: Paying members can not only improve the ARPU and retention of the market, but also each increase may mean the loss of paying members of similar competing products, which is particularly important in the business competition period (since the launch of 88VIP, the annual fee of JD.COM PLUS has been reduced from 198 yuan to 99 yuan).

Figure 2: How to get on the road to success?

(1) Motivation and effectiveness

1) paid membership system

Figure 3: Positive feedback from paying members

A good paid membership system, users’ utility demands are very clear:

• More flow tilt.Example: Top function of Zhihu members.
• Concessions visible to the naked eye.Example: JD.COM PLUS’s freight coupon, a red envelope for hungry.
• Exclusive VIP resources.Example: Youku Zero Advertising Experience, Mango TV "Singer" to watch first, VSCO member filter.

Low-frequency and inefficient rights and interests such as "member logo" and "exclusive customer service" are mostly just to make up the number.Generally speaking, the implementation cost of paying members to obtain rights and interests is low (just pay, no need for behavior accumulation), and the services paid for are usually services with high effectiveness.

With the development of domestic users’ payment habits and the strengthening of piracy crackdown (increasing the "search cost" of using pirated resources), paid membership has become the core operation project of many Internet products.

On August 8, 2018, Ali launched the 88VIP program, trying to open up Alibaba’s ecology through this "one card", including shopping, local life and big entertainment, which was called Ali’s "No.1 Project".

Figure 4: 88 VIP

2) grow the membership system

Figure 5: Positive feedback from growing members

For most Internet products, the "growing membership system" has relatively low influence on user behavior for two reasons:

The growth system is a global operating system, and there is no income. If the subsidy rate is too high, it will increase the operating cost with the scale growth.Example: In 2018, Didi points can also be redeemed for express tickets, but now they can only be redeemed for luxury car tickets.

Or because it is free, the positive feedback of the growth system is difficult to be high-frequency and infinite.It is more suitable to appear in the form of "aha moment" with medium and low frequency. For example:

• Didi Chuxing: Senior members will have higher upgrade probability and more privilege of quick response during peak hours.
• Starbucks: Gold star members can exchange a cup of prepared decoction pieces for every 9 stars (full of 460 yuan).
• Alipay: Diamond members can get 3 fast boarding tickets every month.

To sum up, compared with paid members, in order to obtain "utility" in the growing membership system, users’ implementation cost is higher and the utility of rights and interests is much lower.This is destined that the growing membership can only be used as a supplementary means of operation in most cases, with the integral system, reasonably consume the accumulated value, and subsidize the highly active/valuable users in a targeted manner.

(2) Starbucks: the mixed practice of paying and growing membership.

Star Card is a membership system that integrates "paying members" and "growing members";

1) Is there a discount if you pay?

98 yuan’s Star Card does not enjoy the rights and interests as Tencent Video VIP does.Instead, you get "6 consumption coupons+straight jade star members" by pre-depositing cash.

Figure 6: Starbucks Star Card

How much money can users save?

• Two buy one get one free. Take four lattes as an example, 32*2=64 yuan.
• 1 coupon for 30 yuan, with minimum consumption of 160 yuan and actual consumption of 130 yuan after deduction.
• 3 half-price coupons for breakfast, taking the consumption as an example (16÷2)*3=24 yuan.

Under the condition that all coupons are used.Total consumption =218 yuan +98 yuan =316 yuan.

In the case of non-member purchase,Total consumption =32*4+160+48=336 yuan.

Discount rate = 20 ÷ 336 = 5.95% (excuse …).

This routine is really unacceptable, so … did Starbucks make a profit?

A: Of course.

Figure 7: "Current portion of stored-value card liabilities and deferred revenue" is in millions. Source: Starbucks FY 2018 Annual Report.

Starbucks has about $1.6 billion in "‘stored value card liabilities’", that is, Star Card.That is to say, about 6% of the company’s liabilities are actually zero-interest loans lent by coffee addicts to their suppliers.

-Negative Interest Rate Loan: Starbucks’ Monetary Miracle

2) the cycle of growth

Figure 8: Starbucks growth system

As a classic "growing membership system", Star Card has its design core:

Definition of effective behavior:Consumption; For the Star Gift Card (stored value card), the growth and accumulation have been accelerated.Guide users to store values.

Design of grades and rights:

1. The grades are only divided into three levels,The cognitive cost of users is low.
2. The rights and interests can be summarized as: upgrade reward, relegation reward, and advanced user exchange right (9 stars for drinks).Among them, the promotion and relegation rewards are triggered every year, with long subsidy period and low cost pressure.

Rules for promotion/relegation:

1. Jade star can buy "star gift package" and avoid relegation forever.
2. Jade stars are upgraded to gold stars after accumulating 16 stars, and they can be relegated after keeping 16 stars in an account for a year (with the stars cleared).However, the exchange of "9 stars" for drinks by Venus users will conflict with the relegation rule of 16 stars/year, which will raise the cost for consumers to continuously obtain preferential treatment.

Because this article focuses on the introduction of the paid membership system and the detailed analysis of the growing membership system, it will be introduced in detail in the next article.

(1) Grab the person who paid the bill.

At present, the market is facing the dilemma of incremental depletion, and the competitive strategy has changed from free exchange of traffic in the past to payment for quality.A battle for high-value users.

As mentioned above, the competition for paying users is forced by the pressure of zero-sum game, and it is difficult for users to pay for similar services.But users who are willing to pay are mostly high-value users.

• According to the data provided by Ali, 88VIP members buy twice as many guest lists as ordinary users, and the purchase width is six times that of ordinary users.
• According to the data released by JD.COM, 65% of PLUS members are young people under the age of 35, nearly 60% of them live in first-and second-tier cities, 89% of them are people with bachelor degree or above, and 98% of them are loyal users.

From the perspective of the platform, paid members not only seize the "behavioral attention" of high-value users, but also provide effective user labels for service providers (merchants) to facilitate accurate marketing and improve business efficiency.

Under the trend of escalating consumption of snacks, three squirrels want to promote high-end goods, but they have never found an accurate crowd. A high-end canned snack for women hangs in the store and sells only a few hundred copies a month. After pushing to 88VIP, it sold 2000 orders a day.

(2) Psychological analysis of users

Why is paying membership so effective? becauseUsers are"Hate loss".

Relatively free access, users are more sensitive to loss, especially the annual membership with high customer unit price, which is a big loss if they buy it without using it. Therefore, once the payment is made, the user’s behavior will naturally focus on the services related to the members, which also determines that it is very important to pull the new hook design (which will be introduced in the next chapter).

It is worth noting that "loss aversion" and "risk aversion" are different:"Risk aversion" means that users need more compensation under the same risk.

For example:

Option 1: If the coin is face up, the participant gets the 100 yuan; If the back is up, there is nothing.

Option 2: Don’t participate in the game and get the 50 yuan directly.

The two options are weighted according to the probability, and the expected returns are the same:

Option 1: 100 * 0.5+ 0 * 0.5 = 50 yuan.

Option 2: Get 50 yuan directly.

• Risk-averse people often choose two and take 50 yuan directly.
• Risk-averse people will choose one and gamble.
• It is all the same for those who are risk neutral to choose one or two.

Figure 9: Investor P (IP) is more risk averse than Investor Q(Iq).

The application of risk preference is often used in the operation practice of integral system, such as lottery, turntable and so on.

"Loss aversion": Comparison between gain and loss

Get the experiment:

Option one: you will definitely get $900.

Option 2: There is an 80% chance of getting $1,000 and 20% chance of getting 0 yuan.

Many people choose to avoid risks in the experiment, and 100% get 900 dollars.

Lose the experiment:

Option one: definitely lose $900.

Option 2: There is an 80% chance of losing $1,000 and 20% loss of 0 yuan.

In the loss experiment, choosing one means determining the loss of $900, and only taking an extra risk of $100 may change back to zero loss. In this case, many people choose to take a chance.

Practice has proved that when there is no ideal choice, people are more willing to take chances. Because people generally hate losing more than they like getting it. "Losing" gives people a stronger feeling than gaining.This is very common in the stock market lock-up phenomenon (as long as it is not sold, it is not a substantial loss, and there is still a chance).

Figure 10: The diminishing marginal utility (right) will be larger than the loss, and its curve will be smoother.

Figure 11: Design core of paid membership system

(1) stored value type

The business model of using this membership form is most common in cinemas, gyms, swimming pools, hot pot restaurants and barbershops. In exchange for membership privileges, the preferential behaviors are all bound with the remaining stored value cards.

For paid members of stored value type, the products shall meet the following requirements:

• Consumers need to pay for services continuously, and the payment can be repeated and long-term.Therefore, stored-value members are difficult to apply to educational products and content products.
• The customer unit price should not be too high, otherwise the threshold of user stored value is too high, and the model cannot be established.For example, it is very common that the customer list of JD.COM 3C is higher than that of 1000 yuan. It is more flexible and efficient to require users to exchange discounts through large stored value, so it is better to split the discounts into the activities and operations of various SKUs.
• The merchant is the service provider, and the pre-storage of cash is the behavior of the user to buy the service provided by the merchant in the future.Example: Wanda Cinema Supreme Card.

Figure 12: Wanda Extreme Card

However, stored-value members also have many disadvantages, such as:

• Users who are sensitive to cash flow are unfriendly, and users prefer to pay only for the preferential part (subscription members are such an idea).
• For users with diverse service needs, they are subjectively unwilling to put a large amount of cash on a single service provider (such as hot pot restaurant), which makes it difficult to break through the bottleneck of conversion rate.

(2) Subscription type

The common Internet paid membership system is mostly subscription type. Among them, content platforms (news, music, video, knowledge, etc.), e-commerce platforms and O2O platforms are the most typical.

• Content platform,The core behavior of users is to consume content rather than services.Subscription is more logical.
• E-commerce platform, the customer unit price is high and the frequency is high. Using the stored value model will repeatedly and massively occupy the cash flow of users, and the experience is poor. Using a subscription member is equivalent to the user exchanging a "15% discount interest+coupon package" at one price.Users still need to spend money to redeem the discount, which can better promote the platform GMV.
• O2O platform (take-out) has low customer unit price and high frequency, and theoretically, it can also adopt stored-value members. However, take-out is still in a state of fierce competition, and the platform still needs a lot of subsidies to users.Therefore, subscribing members with low rates (10 yuan/month) is more conducive to converting more users into paying users and improving the effectiveness of subsidies.

The product strategy of paying members can be developed from four latitudes:

① Diversified membership services

Packaging different types of paid membership products for users with different needs.

Example: Zhihu offers two kinds of paid members, namely "salt election member" and "reading member".

• Salt election members can enjoy 800+ courses and 300+ magazines.
• Reading club can enjoy 600+ audio books and 20000+ e-books.

② User stratification of rights and interests

Provide gradient services for members with different payment levels.

Example: The monthly uploading traffic of free account, standard account, advanced account and professional account are 60M, 1GB, 10GB and 20g respectively.

Figure 13: List of paid members of Evernote

③ Price discrimination

(1) First-class price discrimination

If the manufacturer can sell at the highest price that each consumer is willing to pay, it will be the maximum benefit. We call this model "first-class price discrimination".

Example: A bottle of Coca-Cola costs 1 yuan. A is most willing to pay 2 yuan, B is 6 yuan and C is 1.5 yuan.

• If the standard price of 2 yuan is set, A and B will pay 4 yuan together, and C will give up the purchase. The profit of the manufacturer =2*2-1*2=2 yuan.
• If "first-class price discrimination" is implemented, A will price 2 yuan, B will price 6 yuan and C will price 1.5 yuan. Manufacturer’s profit =2+6+1.5-1*3=6.5 yuan.

In real life, "first-class price discrimination" is rare, and some super-large telecom operators will apply first-class price discrimination when dealing with super-large customers.

It is worth mentioning that in 2017, I used a time management product called "Tomato and Potato". At that time, the way to unlock the advanced version was that users set their own prices, and they could unlock it by paying 1 piece, 2 pieces and 100 pieces.

(2) second degree price discrimination

"second degree price discrimination" is also called "interval pricing". Producers set different prices for sale according to different intervals of consumers’ purchase quantity.

Almost all paid members’ products will abide by this rule, and more discounts will be obtained if they buy more monthly services (annual/quarterly) at one time.

Figure 14: Hungry? svip Ordering Page

(3) Three-level price discrimination

Manufacturers charge different prices for the same product in "different markets" or "different consumer groups", which is "three-level price discrimination"

Simply combed the pricing information of several Internet products paying members, as shown below:

Figure 15: Pricing information of products of paid members such as Zhihu, Tencent and Ali.

You can see:

• Tencent Department, QQ members and Tencent Video all support "student identity authentication" to provide students with lower-priced subscription packages.
• Ali 88VIP has implemented differentiated pricing (≥1000, 88 yuan/year, < 1000,888 yuan/year) for customers with naughty values around 1000.

This is a typical three-level price discrimination.QQ, as the position of young people, if it does not support "student authentication", the total number of subscribed members will be greatly reduced.

(4) Joint marketing

Many paid member products will be co-marketed with other brands. There are two main forms of such co-marketing:

• A joint member who sells in bundles.Example: Caixin and Sanlian Middle School are double members.
• Credit cards issued jointly with banking institutions.Example: Hungry? Ping An co-branded credit card.

Figure 16: Joint members of Caixin and Sanlian Middle School.

When designing the benefits of paid members, we should focus on two key issues:

• What is the mechanism of equity triggering?
• What preferential/privileged benefits will be provided by the membership system?

① trigger mechanism

There are usually two kinds of rights triggers for paying members:

1. Cycle trigger: issue fixed rights and interests to users according to a certain cycle.Example: paid members of Youku send 2~6 movie tickets every month, and some movies need to be redeemed.
2. Behavior trigger: trigger rights and interests according to the specific behavior of users.Example: Hungry? Every time svip completes an online payment transaction, it will get a bonus if the order reaches a certain amount. The bonus can be used to deduct the payment.

Figure 17: Hungry? Bonus?

② Preferential rights and interests

Preferential rights and interests generally have three forms:

VIP discount: exclusive discount price is implemented for specific goods.

Example: Many products of Tmall offer a 15% discount to 88VIP members.

Figure 18: 15% discount for 18：88VIP

Coupon: Voucher issuance is triggered periodically or by actions.

Example: JD.COM PLUS automatically distributes 100 yuan’s gift money to subscribers at 0: 00 on the 1st of each month, which can be exchanged for "full or reduced coupons" with different amounts.

Figure 19: JD.COM PLUS Member Coupon

Multiple rebate: the accumulation of points/experience values at multiple speeds.

Example: JD.COM PLUS members buy 10 times more JD.COM beans.

Fig. 20: JD.COM PLUS JD.COM beans

③ Privileged rights and interests

Privileged rights and interests generally have two forms:

The first type: exclusive resources

VIP exclusive content, common in content platforms.

Figure 21: Youku VIP exclusive movie

Members’ exclusive logos and pendants are common in social platforms and communities.

Figure 22: Zhihu Salt Selection members have exclusive crown logo.

VIP exclusive customer service is often used in various membership systems.

Figure 23: Youku member exclusive customer service

The second kind: behavior privilege.

No advertising experience, common in video platforms.

Figure 24: Youku members have no advertising experience.

Higher freedom of behavior, there are great differences among products. Should be designed around the core interests of users in the product.

• Example 1: Zhihu members can post pictures in the comment area.
• Example 2: Youku members can make an appointment to cache episodes.
• Example 3: Baidu’s network disk svip can speed up downloading resources (of course, it often deliberately limits the speed).

It is worth noting that Baidu’s network disk deliberately limits the speed (especially for iOS and Mac devices), which shows the conflict between its commercial appeal and the basic experience of non-paying users. Using this strategy in the monopoly period can achieve the purpose of realizing cash, but it will have a lot of negative impact on the brand for a long time.

Regarding the operation strategy, this article has two points worth recalling:

• Paying members mainly take advantage of users’ aversion to loss, and users will tend to be active to avoid membership fees becoming sunk costs.
• Users who are willing to subscribe to the service are often active users.

Therefore, in the whole life cycle of paying members, the nodes that need to be focused on are:「Before subscribing: traffic coverage and lowering the threshold」、「In subscription: increasing sunk costs」。

The traffic of paying members comes from "external public traffic" and "internal traffic of products" If you want to grow faster, you should pay attention to two things:

1. How should the traffic reaching users be covered?
2. How to lower the threshold for paying members?

Figure 25: Getting paid members

① Flow coverage

There are three forms to cover users more comprehensively when constraints permit:

1. User connection
2. Advertising reach
3. Key node coverage

1) User connection: guide the connection between paying members and non-paying users to attract users to convert.

The connection methods are:

Resource sharing of paid members

For example, Caixin, as a paid media in the whole network, can share paid articles with a limited number of users through WeChat channel, so that free users can experience the products.

Figure 26: Caixin members share paid articles.

Limited exemption and discount rights sharing.

Example: WeChat reading members can share 3-day free cards with non-members.

Figure 27: Wechat Reading Invitation Award

Pull a new reward mechanism.

Example: Iqiyi invites one member to receive the 30 yuan at most.

Figure 28: Iqiyi Invitation Award

2) advertising reach: make full use of external advertising resources and internal traffic resources of products to convert paying users, and the operation should pay attention to all channels.ROAS、CPALevel.

Fig. 29: Caixin * Sanlian Middle School read the advertisement placed in the Elephant Association, reading 1.2W+

Here we should pay attention to the difference between ROAS(Return On Advertising Spend) and ROI(Return on Investment):

• ROAS= total revenue/advertising expenditure * 100%.
• ROI= (total revenue-cost input)/cost input * 100%; Cost input includes service cost and advertising cost.

If it is a content-based membership product, the marginal cost is very low, and ROAS is a more suitable evaluation index than ROI. If it is an e-commerce member product, the user’s income will only be reflected in a long period of time, and CPA can be used to evaluate the delivery effect in the early stage.

3) Coverage of key nodes: In addition to advertising resources, the most frequent way to influence users is to guide users to transform at key nodes of products.

Example 1: Tencent video guides users to apply for membership and advertise before showing advertisements. Example 2: Meituan take-out guides users to recharge their members on the order settlement page, saving more.

Figure 30: Meituan Takeaway Settlement Page

② lowering the threshold

The core of users’ decision on paying members lies in the relationship between the required rights and prices, and their awareness of the utility of rights and interests will be quite different before and after use, so designing strategies that are more conducive to lowering the user’s decision-making threshold can more effectively promote users’ decision-making and payment.

Design hooks:

The common hooks in paying members to guide users to pay fees are generally "first month/first quarter subscription discount, subscription gift" and so on.In addition, we can also try to design a more effective scheme according to the specific situation of the product.

Take Trello, a team collaboration product, as a product with a certain threshold, Trello is not eager to guide new users to pay, but adopts the strategy of giving away one month’s membership for every registered user invited (up to 12 months), urging team organizers to introduce team members, and carrying out project management and coordination in Trello. After more members join, users face two problems:

• The complexity of the project has become higher, and members’ integrated plug-ins are needed to improve efficiency (for example, burn-out diagram, automated process).
• Switching to other platforms is expensive because dozens of colleagues need to re-adapt.

Figure 31: How 31：Trello hooked users.

Trello’s paid conversion strategy is a good reference for products whose user behavior can precipitate and raise the switching cost.

Figure 32: Raising sunk costs

Generally speaking, the greater the amount of payment, the stronger the impact of users’ aversion to loss, so the best way to raise the sunk cost of users is:

① Short Subscription → Long Subscription

Some paying members will generally order a trial on a monthly basis out of the mentality of trying; The retained users (recognized product value) among these users can be promoted to "long-subscription users" through annual promotion, so as to further improve the retention level of paying members.

Figure 33: Marketing advertisement of Evernote to monthly paying members

Figure 34: The positive impact of expanding the proportion of annual fee users on retention

② Special offer for renewal of membership fee.

For annual fee members, renewal privileges (coupons, limited-time discounts, continuous annual subscription privileges, etc.) can be triggered for users whose expiration date is approaching, so as to improve the subscription retention rate of users.

Figure 35: Process On Subscription Special

③ Joint promotion

Figure 36: Independent Payment and Joint Promotion

As mentioned at the beginning of this article, under the independent membership system, users can choose the most suitable manufacturers in various fields to order, such as music subscription to Netease Cloud Music and video subscription to Tencent.However, when there is a high degree of user overlap between services, cost-effective joint marketing is more helpful to exclusively encircle paying users (I immediately unsubscribe from Tencent Video and Meituan Takeaway members after subscribing to 88VIP), and through high-frequency services.Precipitate their user habits and brand recognition..

Of course, the price of high cost performance is blood loss.

"To be a member, Ali needs to post money inside."

—— Xiu Xun, the project leader of ——88VIP members.

Didi Chuxing is a typical high-frequency and low-consumption product, and its core business behavior is relatively simple, which is suitable for implementing the paid membership system.

① orange long member and green orange member

At present, Didi uses the "growth membership system" in the four-wheeled vehicle system, focusing on subsidizing highly active users (above the diamond level).

Figure 37: Didi Orange Long Membership System

At the beginning of this paper, it is also mentioned that because "growth member" is a global operating system, it is difficult to support a high subsidy strategy for a large number of users.

Among the 11 rights and interests of the orange long system, those that can make users feel should be:

• "Quick response" of express/special train. At the peak of transportation capacity, priority can be given to ensuring the emergence experience of high-activity users.
• The green orange is discounted and free to ride the monthly card, but you need to go to the rights details page to get it. The entrance is too deep and most users may not know it.

We have also seen many times being ridiculed:

• Exclusive customer service: Black Gold PLUS is the exclusive customer service of 7*24, and Black Gold PLUS has become the exclusive butler of 7*24 (? ? ? )

At the same time, Didi has been set up separately in the two-wheeled vehicle system:

• "Growing membership system" (green orange level)
• "paid membership system" (cycling monthly card)

The rights and interests of gradient design around two-wheeled vehicle scenes.

At present, the grade of green orange is open to LV30, and the rights and interests are mainly composed of "experience acceleration", "drawing red envelopes or bicycle tickets when you are hungry" and "dispatching fee reduction".

Figure 38: Didi Qingju membership system

The green orange cycling card mainly promotes the continuous monthly discount (16.8 yuan/month, 9.8 yuan in the first month), and the 5 yuan is deducted at most for each ride, and the excess is charged according to the standard, with a maximum discount of 20 times a day. The card belongs to a member product that pays for preferential rights.

Figure 39: Didi Qingju Cycling Card

② coupon shopping mall

Didi is also selling various types of travel packages to provide high-frequency users with money-saving solutions, such as:

• 15 yuan buys 5 yuan *6 express ticket (limit: 9: 00 ~21: 00, non-carpooling, valid for 7 days)
• 15 yuan buys 20% discount *5 express ticket (limit: 10: 00 ~22: 00, valid for 7 days).

Figure 40: Didi Express Package

However, because the purchase entrance of coupons is located in the advertising area below the home page, the conversion rate may not be high.

(1) the necessity of fantasy.

Although it has considerable scale effect, instant travel relies heavily on the response ability of the supplier. If it cannot respond in a short time, the order will easily be lost to other platforms.「Paid membership systemIt can enhance the active will of users to a certain extent, and in the case of limited supply, it is more conducive to allocating resources to high-value users and improving platform revenue.

In June 2019, LatePost learned from many sources that the daily order volume of taxi service in Gaode has exceeded 4 million, and the revenue per order is 1.5-2.5 yuan.

On the premise of ensuring the basic user experience, some efficient rights/operation modes are more suitable to be integrated into the "paid membership system":

• High-utility rights such as quick response, free upgrade and premium protection are subject to cost pressure in the free growth system, and it is difficult to release them on a large scale.
• Travel packages are sold through advertising space, which has a transformation bottleneck and requires users to purchase them repeatedly, so the experience is insufficient.

② The delusion of coupling or decoupling.

From the perspective of user coverage, green orange users should be a Didi user with a high probability, but Didi users are probably not green orange users (business in development period).So if you want to design a paid membership system:

• The independence of green orange membership system should be maintained, which is convenient for green orange to change its operation strategy quickly in the development stage.
• The paid membership system mainly focuses on the four-wheeled vehicle business and replaces the current orange long membership system.

(3) the delusion of membership rights.

Figure 41: Benefits of Orange Gift Members

This is a paid membership product called "Orange Gift Member":

• Order only "Orange Gift Member": 28 yuan/month, and 15 yuan only for the first month of the month.
• Buy the "Green Orange Cycling Month Card", 38 yuan/month, and only 15 yuan for the first month in a row.

Note: the data in this paragraph are all nonsense, just for indication.

The core rights and interests of orange gift members are:

Bonus system:You can get a bonus for each order, and the accumulated bonus can be redeemed for coupons on the payment page of the next car use or at the member center. It is estimated that only the express fare can save 500~1000 yuan a year.

Figure 42: bonus exchange

• Free upgrade:The probability of free upgrade is 20 times higher than that of ordinary users.
• Quick response:Express trains and special cars can use the quick response rights for 60 times during the monthly peak period.
• Premium protection:The price increase during the peak period will be borne by the platform, with express trains twice a week and unlimited special buses.
• VIP customer service:Exclusive VIP butler service, feedback and suggestions will be given priority.
• Accident insurance:Give away accident insurance worth 1 million.

The financial calculation of pricing and rights and interests needs to be comprehensively calculated according to the profitability of the business in different scenarios and the probability distribution of user behavior. For example:

• Under a certain pricing scheme, the express consumption of about 45 times/month will make the members’ income negative, but less than 18% of the subscribed members can meet the standard, so the scheme is feasible.
• Pricing strategy, billing strategy and simultaneous calling will focus on the ROI level of paying members.

The full text is over, thank you for reading here.

References:

Negative interest rate loan: Starbucks’ monetary miracle, Wisburg, Zhibao, 2019; Risk aversion and loss aversion are not the same thing at all, Zhihu ID: Meng Xiaomeng, 2017;

Thinking Fast and Slow, Daniel Kahneman, 2012.

　

Author: a maverick Eric；; WeChat official account: A maverick Eric.

This article was originally published by a maverick Eric @ Everyone is a product manager. Reprinting is prohibited without permission.

The title map comes from Unsplash and is based on CC0 protocol.

　　21st century business herald intern Wu Feng and reporter Cai Shuyue reported in Shanghai.

　　Tian Jia is less idle in the month, and people are twice as busy in May. Unconsciously, May has come to an end. What noteworthy events have happened in the game field this week?

　　In terms of industry trends, Take-Two, a well-known game listed company, officially completed the acquisition of Zynga, a social and mobile game publisher, for US$ 12.7 billion. The biggest transaction in the game industry finally came to an end after several months of negotiations. The Game Industry Report of April 2022 released by Gamma Data shows that the actual sales revenue of China game market in April was 22.99 billion yuan, down 3.40% year-on-year; The seminar on "E-sports Industry Report" organized by the E-sports Working Committee of China Music and Digital Association was held as scheduled, with the participation of many related enterprises such as Tencent, Netease and Perfect.

　　Pulling our vision back to domestic game companies, the key word of domestic information this week is "cooperation": Aauto Quicker signed an agreement with Tencent to reach a number of cooperation in game licensing, distribution and operation; Netease announced Q1 financial report, with net income of 23.6 billion, including game income of 17.3 billion; In addition, the performance of domestic games is also quite eye-catching. In April, the version of "Shashi Town Time" was just approved, and in May, it reached the top of the Steam global bestseller list.

　　In terms of compliance supervision, "Children’s Day" is coming soon, focusing on the protection of minors touching the net, and this week’s dynamics are frequent. On May 26th, Nancai Compliance Science and Technology Research Institute released "Evaluation on the Protection Mechanism for Minors of 20 Mobile Games Apps (2022)", which comprehensively analyzed and judged the perfection of the anti-addiction mechanism of each game in terms of game time limit, in-game recharge behavior, customer service feedback mechanism and in-game content. In addition, this week, the Beijing Internet Court held a press conference on the judicial protection of minors on the Internet. At the meeting, it was mentioned that the cases of minors’ online disputes mainly focused on cases of recharging and rewarding, and the average bid amount of game recharging cases was 84,647 yuan.

　　In terms of overseas news, the overall situation of overseas markets is good this week. In the first week of its launch, the new overseas tour "V Rising" invested by Tencent broke 150,000 people online, and Sensor Tower also counted the revenue of "Apex Hero Mobile Games" in the first week overseas. Since its launch on May 17th, the total revenue of the game on the App Store and Google Play platform has reached 4.8 million US dollars. In addition, this week, the Japanese game company Nintendo’s IP Koda Duck derived from the surrounding popular network, which exploded out of the circle. At the same time, Nintendo newly registered the trademark "Dong Qigang", and the current commercial use is temporarily unknown.

　　Focusing on the e-sports track, this week, the e-sports project of the 31st Southeast Asian Games officially ended in Vietnam, and the e-sports project "Mobile Legends:Bang Bang", "Jedi Survival Mobile Games" and "Legendary Duel" won high ratings. In addition, Micro-competition Culture announced the establishment of Micro-competition MCN, aiming to add a live broadcast section of game e-sports in addition to the two major businesses of professional e-sports clubs and self-owned e-sports.

　　1. Take-Two formally acquired Zynga for $12.7 billion.

　　On May 23, Take-Two, a well-known game listed company, officially completed the acquisition of Zynga, a social and mobile game publisher, at a price of about 12.7 billion US dollars. This acquisition is one of the biggest transactions that have been completed in the game industry. It is worth noting that Zynga’s representative works include casual chess and card mobile games such as Texas Hold ’em, Xingjia City and FarmVille 2, while Take-Two represents Grand Theft Auto, bioshock and Civilization.

　　According to investors, Take-Two plans to bring more business capabilities to the mobile platform with the help of Zynga. Strauss Zelnick, Chairman and CEO of Take-Two, said: "I am very happy to complete the merger with Zynga, which is a key step to double the number of mobile network bookings and the fastest growing part of interactive entertainment, and provides us with huge cost synergies and income opportunities." As early as January this year, Take-Two and Zynga reached an acquisition agreement and announced it. After several months of negotiations, the biggest acquisition transaction in the game industry has finally come to an end.

　　2. "E-sports Industry Report" seminar was held, attended by Tencent, Netease, Perfect and many other related enterprises.

　　On May 25th, the E-sports Industry Report was held by the E-sports Working Committee of China Music and Digital Association. Tencent, Netease, Perfect and other related enterprises were all present. The drafting group of the report introduced the outline of the E-sports Industry Report, which was mainly divided into three parts: industrial development status, market data and trend judgment. The e-sports industry was discussed in detail and deeply interpreted from the aspects of e-sports market scale, local policy support, related industry development and continuous improvement of internal management system, so as to objectively reflect the industry status, judge the future development trend and support the orderly and integrated development of the e-sports industry.

　　3. Gamma data: In April, the actual sales revenue of China game market was 22.99 billion yuan, down 3.40% year-on-year.

　　On May 27th, Gamma released the Game Industry Report of April 2022, which showed that the actual sales revenue of China game market in April 2022 was 22.99 billion yuan, up 1.86% from the previous month and down 3.40% from the same period last year. Among them, the actual sales revenue of the mobile game market was 16.959 billion yuan, up 2.39% from the previous month and down 5.29% year-on-year; The actual sales revenue of self-developed games in overseas markets was $1.536 billion, up by 1.53% month-on-month. According to gamma data, the main reason is that Call of Duty Mobile Games opened its new season in 2022S3, which stimulated the growth of flowing water.

　　4. Aauto Quicker signed an agreement with Tencent to reach a number of cooperation in game licensing, distribution and operation.

　　On May 24, Aauto Quicker announced that it would conclude a framework agreement on game cooperation with Tencent in 2022, and both parties agreed to carry out a number of cooperation on the game; And other marketing and promotion service framework agreements, the two sides agreed to provide some new marketing and promotion services to each other. According to the agreement, Tencent and Aauto Quicker will be authorized by each other and have the right to issue, operate, distribute and promote each other’s games. It is reported that the agreement is valid from May 24, 2022 to December 31, 2023, and can be renewed with the consent of both parties and in line with the listing rules.

　　Netease announced Q1 financial report: net income was 23.6 billion, and game income was 17.3 billion.

　　On May 24th, Netease released its financial report for the first quarter of 2022. The financial report showed that Netease’s net income in the first quarter was 23.6 billion yuan, an increase of 14.8% compared with the first quarter of 2021. Among them, the net income of online game service was 17.3 billion yuan, up by 15.3% compared with the first quarter of 2021, and the net income of mobile games accounted for about 66.9% of the net income of online game service. According to the financial report, the growth of game services is mainly due to the increase in net income of newly launched games, such as Never Robbed and Harry Potter: The Magic Awakens.

　　6. The domestic game "Shashi Town Time" was approved in April, and reached the top of the Steam global bestseller list in May.

　　On May 26th, the domestic indie game "Time in Shashi Town" was launched on platforms such as Steam, WeGame and Epic in a pre-emptive experience version, and quickly reached the top of the Steam global bestseller list. It is reported that "Shashi Town Time" is a simulated business game developed by Pasia Technology. In April this year, the mobile terminal of the game was approved by the State Press and Publication Administration and obtained the version number.

　　7. Nancai Compliance Science and Technology Research Institute released "Evaluation of Protection Mechanism for Minors in 20 Mobile Games Apps (2022)".

　　Another year, Children’s Day is approaching. Has the anti-addiction system in the mobile games of various game companies been upgraded?

　　On May 26th, Nancai Compliance Science and Technology Research Institute, which has long been concerned about the rights and interests of teenagers and the healthy growth and the construction of online game anti-addiction system, officially launched a series of reports and reports entitled "Evaluation of Protection Mechanism for Minors in 20 Mobile Games Apps (2022)". Based on the same sample of last year’s "Evaluation of Protection Mechanism for Minors in 20 Mobile Games Apps (2021)", the index was upgraded, especially the evaluation of rent and number was added, and the anti-addiction system construction of domestic mainstream game manufacturers was judged from a third-party perspective again.

　　In this year’s "Evaluation of the Protection Mechanism for Minors in 20 Mobile Games (2022)", various manufacturers have made significant progress. The average score is 71.33 points, with the highest score of 85 points in the glory of the king and the lowest score of 53 points in The Three Kingdoms Zero.

　　Expand reading:

　　The evaluation results of the protection mechanism for minors in 20 mobile games were released: the highest score of the glory of the king was 85, and the lowest score of Young Three Kingdoms Zero was 53.

　　20 mobile game apps are not insured. Evaluation report ②: The tourist mode is not available, and the participation of guardians still needs to be improved in the real-name authentication link.

　　8. Beijing Internet Court: The average bid amount of juvenile game recharge cases is 84,647 yuan.

　　On May 26th, Beijing Internet Court held a press conference on the network judicial protection of minors. Jiang Ying, vice president, pointed out that the types of online disputes involving minors are relatively concentrated, and the proportion of recharge and reward cases reaches 75%. The bid amount of cases varies greatly, ranging from more than 1,000 yuan to more than 600,000 yuan, with the highest amount involved in recharge and reward cases, in which the average bid amount of game recharge cases is 84,647 yuan, the average bid amount of live reward cases is 69,712 yuan, and the average bid amount of online shopping cases is 34,758 yuan.

　　9. The online game industry mobile application privacy compliance activity was held in Guangdong.

　　On May 26th, the activity of "Privacy Compliance of Mobile Applications in Online Game Industry" sponsored by Guangdong Game Industry Association officially ended. Ms. Chen Wenyuan, Party Secretary and Secretary General of Guangdong Game Industry Association, pointed out at the meeting that this meeting hopes to help game companies avoid risks, actively promote the construction of game industry and guide the healthy and orderly development of online game industry through key points such as legal interpretation, policy analysis and technical risk control.

　　Nancai Comments: Privacy compliance has become one of the important topics in the supervision of the game industry. While the Network Security Law and the Personal Information Protection Law have been promulgated one after another, the self-discipline of trade associations is also an indispensable dimension. Multi-activity can promote the healthy and orderly development of the game industry.

　　10. Tencent invested in the new overseas tour "Vrising". Steam broke 150,000 people online.

　　On May 23rd, the game "VRising" reached the top of the Steam popularity list and trend list one week after its release, and the number of simultaneous online games reached a record high, exceeding 150,000. The game developer is Stunlock Studios, a Swedish game company. It is worth noting that Tencent has previously acquired a majority stake in the company.

　　11. Nintendo’s "Koda Duck" exploded out of the circle and newly registered the trademark "Dong Qigang"

　　This week, the "magic" Koda duck music box became popular on the Internet. It is reported that Koda Duck is a character in the Pokémon series released by Japanese game company Nintendo, and its prototype is platypus, which first appeared in the game Pokémon: Red/Green. According to the data of Qixinbao APP, the trademark of "Koda Duck" is owned by Japanese game company Nintendo. It is reported that "Koda Duck" has successfully registered 26 trademarks, of which 10 trademarks are registered by Nintendo Co., Ltd., and the international classification includes clothing, shoes, hats, furniture, education and entertainment. At the same time, China National Intellectual Property Administration showed that Nintendo Co., Ltd. submitted a new trademark registration application "Dong Qigang" in China this month. Judging from the pronunciation, it may be a transliteration of "Donkey Kong". At present, the purpose of the trademark is temporarily unknown.

　　12. 《Apex Hero Tour "earned $4.8 million in its first week overseas.

　　This week, Sensor Tower counted the revenue of the first week of Apex Hero Tour overseas. Among them, the total revenue of the game on the App Store and Google Play platforms reached 4.8 million US dollars, of which the United States was the country with the highest revenue, accounting for 2.1 million US dollars, accounting for 44% of the total revenue, followed by Japan and Thailand. Previously, on the 17th of this month, Apex Hero Mobile Games, jointly developed by Respawn and Tencent’s Photonic Studio, was officially launched in many overseas regions.

　　15. The e-sports event of the 31st Southeast Asian Games officially ended in Vietnam.

　　On the evening of May 23rd, the closing ceremony of the 31st Southeast Asian Games (SEA Games 31) was held in the track and field palace in Hanoi, Vietnam. In this campaign, the e-sports competition won a high audience rating. The total viewing time of "Mobile Legends:Bang Bang" reached 17.8 million hours, and at the same time, the peak viewing number exceeded 2.2 million, reaching the highest peak viewing number. The second place is "Jedi Survival Mobile Games", which ranks second with 7.2 million viewing hours and 900,000 peak viewing times. The third place is "Legendary Duel", with a total of 3.8 million hours of viewing time.

　　16. Micro-competition culture announced the establishment of Micro-competition MCN.

　　On May 25th, Micro-competition Culture announced the establishment of Micro-competition MCN, aiming to add a live broadcast section of game e-sports to the professional e-sports club and its own e-sports business, which will make the layout of Micro-competition culture in the e-sports industry chain more complete, and also help the parent company Weibo to carry out more cross-border planning and linkage, and constantly explore new directions of pan-sports and pan-entertainment products.

　　Produced by: Digital Entertainment Research Group of Nancai Compliance Science and Technology Research Institute

　　Planning: Cao Jinliang

　　Overall planning: all things are not quiet

　　Writing: Wu Feng (intern), Cai Shuyue

　　Design: Lin Huang

　　(Author: Wu Feng, Cai Shuyue Editor: Zhu is not static)

(Source: Fox News)

　　Overseas network September 25 th Recently, an "explosive document" written by 45 Google employees said that they encountered gender discrimination, violation of promotion promises, harassment and retaliation at Google.

　　According to Forbes News, this internal document was written by Google employees. According to the documents, 45 different claim letters were collected in a few weeks in April. At the beginning of this month, the document was first disclosed. The document has the following labels attached to its title: "Reporting jokes are punished", "I snitched on a colleague", "No one feels safe enough to speak out" and "Be a &lsquo; Good &rsquo; Girl. "

　　An employee wrote: "When I was sexually harassed in the former team, I quickly reported it to the manager. However, I was told that it was me &lsquo; Overreaction &rsquo; Yes, I should &lsquo; Overcome it &rsquo; 。” Another Google employee wrote: "My first manager at Google made inappropriate jokes, abused team members in person and behind their backs, changed the focus of the team every day, and was very popular, with different expectations for men and women."

　　At the time of the incident, Google was in a moment of full attention, and both current and former employees had accused sexual harassment, discrimination, wage inequality and retaliation. At the end of 2018, at least 20,000 Google employees walked out of corporate offices around the world to protest against the huge bonuses paid by the technology giant to executives accused of "sexual misconduct".

　　Google pointed out that the company has taken a series of measures to improve transparency and make it easier for employees who have doubts to report. Google employees now have access to detailed processes that explain how the survey works. In addition, Google also allows employees to provide emotional support to colleagues at meetings on harassment or discrimination investigations, and "sexual harassment" is also included in the company’s annual investigation report.

　　"It takes courage to report misconduct, and we hope to provide protection and support for employees who are worried," said the company’s vice president of operations. All misconduct reported to us is strictly investigated. In the past year, we have simplified the process of employees raising concerns and improved the transparency of Google’s investigation process. " (Overseas Network-USA-Qiao Shanshan/Internship Compilation-Pei Zehui)

Nowadays, many consumers don’t pay much attention to the cost of car use, but they are more concerned about whether a car can meet the individual needs. Many netizens left messages and wanted to see it. Today it came. Now let’s follow Xiaobian to see what it has done.

First of all, from the appearance, the front face of Extreme Yue 07 looks simple and sporty. Combined with clean headlights, it has been upgraded to a certain level. The car is equipped with LED daytime running lights, automatic opening and closing, adaptive far and near light and so on. Come to the side of the car, the car body size is 4953MM*1989MM*1475MM, the car uses solid lines, the side looks very soft, with large-sized thick-walled tires, the shape is quite simple and generous. Looking back, the rear of the car looks relatively simple, and the taillights show a cool design style, which is relatively simple in general.

When I came to the 07 car, the interior design was very fashionable and simple, reflecting the sense of design. The steering wheel of the car is very in line with the interior style, equipped with electric up and down+front and rear adjustment, steering wheel memory, steering wheel heating and other functions, and the palm fit is very high. Let’s take a look at the central control panel with 35.6-inch touch-sensitive LCD, which makes the interior design quite layered and looks quite angular. Finally, let’s take a look at the dashboard and seats, and the display effect is excellent. The car adopts leather/imitation leather mixed seats, equipped with functions such as electric adjustment of auxiliary seat, electric adjustment of seat with memory, and seat proportion tilting, and the overall comfort is acceptable.

Extreme Yue 07 matches the gearbox, the acceleration time of 100 kilometers is 3.5s, and the power meets the daily use completely OK.

The car is equipped with car networking, driving mode selection, Bluetooth key, NFC/RFID key, interior atmosphere light, traction control (ASR/TCS, etc.) and other configurations, which is quite rich in functions, which is undoubtedly very friendly to drivers.

I wonder if you are excited about this car introduced today? If you like this car, don’t hurry to learn more about it!

Foreword:

With the continuous voice of social media, Sun Honglei’s name has once again sparked heated discussion. Three years ago, he was told to stay away from the screen because he emigrated overseas, followed by all kinds of voices of "no drama to shoot". However, the passage of time reveals the truth: Sun Honglei’s silence is actually his active exploration for deeper meaning of life and self-worth. As a tough guy, what did Sun Honglei learn during this time? What kind of story is hidden behind his choice?

Early experience: Tough and tough.

Sun Honglei was born in a poor family in Heilongjiang on August 16th, 1970. The financial troubles of his family cast a shadow on his childhood. His father is a teacher, and his meager salary can hardly support the livelihood of a family of five. In order to support the family, the mother had to borrow money and collect garbage to survive. Such a living environment made Sun Honglei temper his indomitable character from an early age.

In the fourth grade, due to family constraints, Sun Honglei often had to wait for two hours to eat after school, and even needed to solve the problem of food and clothing by himself. This difficult experience not only made him deeply understand the difficulty of life, but also cultivated his love for art in a subtle way. When the craze for break dancing swept through, he found his passion instantly at a young age. Although he was discovered by the teacher because of skipping class practice, his talent and understanding made him win the runner-up in the second national break dance competition.

Such outstanding achievements enabled him to join the China Song and Dance Theatre and started his artistic career. But in the pursuit of dance, Sun Honglei gradually realized that his real love was actually performance. Encouraged by Niu Zhenhua, he enrolled in China Theatre Academy and started a new life journey.

Acting career: the transformation and challenge of tough guys

Sun Honglei’s acting career can be said to be brilliant, starting with his role as the underworld boss Liu Huaqiang in Conquest. From that moment on, his acting skills have been widely recognized by the audience and become the representative of the "first tough guy" in the entertainment circle in the mainland. Liu Huaqiang’s role not only won him numerous fans, but also branded him as a "tough guy" to some extent.

Then, Sun Honglei played the role of Yu Zecheng in Latency, which made him get rid of the shadow of Liu Huaqiang successfully. Yu Zecheng’s softness and firmness let the audience see the versatility as an actor. He won many awards such as Magnolia Award, Flying Award and Golden Eagle Award for this role. Although his acting skills are becoming more and more exquisite, Sun Honglei’s image in the audience’s mind is still solidified above the tough guy, making it difficult for him to choose a role.

With the passage of time, Sun Honglei is eager to break through this image limitation. In 2014, he participated in the variety show Extreme Challenge, which made him show another humorous, witty and somewhat naughty image in front of the audience. This contrast not only surprised the audience, but also made him gain a higher reputation in the variety circle and became a star known as "Yan Wang" and "Sun Beauty". However, in Detective 3, 52-year-old Sun Honglei once again showed a different face, full of energy, and let people see his infinite possibilities.

Three years of silence: self-exploration and inner growth

However, in this glory, Sun Honglei chose to retire temporarily, and many people even began to rumor that he emigrated overseas. His move puzzled many people: Is it to escape the pressure or to explore himself at a deeper level? Faced with these rumors, Sun Honglei clarified his position: he is not an immigrant, but to accompany his wife to travel abroad. He emphasized the deep affection between himself and his motherland and had no intention of emigrating.

In the three years of silence, Sun Honglei has not been idle. His disappointment with the status quo of the entertainment industry prompted him to be critical of the script, preferring to lack rather than abuse. He once said in the media that he would not come out until he met a worthwhile script. At the same time, he also began to accumulate strength for the creation of new scripts, to precipitate himself and release his mind. During this time, he climbed mountains, kept fit and enjoyed the moon. Life seemed simple but contained his inner peace and thinking.

External evaluation: controversy and support coexist

Although Sun Honglei is sure about shaping the public image, his past emotional affairs with Ding Jiali still troubled him to some extent. The relationship between the two has caused a lot of discussion, and many netizens have questioned his emotional outlook. Ding Jiali’s way of bowing his head for opportunities in public opinion was frequently criticized, which led to constant disputes. Despite the noise of the outside world, Sun Honglei still insists on himself and tries to be open-minded. He proved his innocence through his actions, and he is constantly trying to shape his true self.

Summary: stick to yourself and pursue inner value.

Sun Honglei, as a tough guy who has never compromised in the changeable entertainment circle, has interpreted what is the true self in his own way. In the conflict between flow and art, his firm choice of performance career is touching. He knows that an actor’s work is his own soul and should not be confined to a single role image. His three-year silence is not only a respect for his career, but also a pursuit and reflection on the meaning of life.

In this impetuous society, Sun Honglei’s persistence and exploration remind each of us: in life, only by knowing the true desire of the heart can we pursue our true self. In the future, he will surprise the audience with richer images and deeper acting skills, and all this is the direction guided by the bright and sensible person in his heart.

Editor in charge:

Recently, online celebrity, an Anhui fortune teller, was arrested for making illegal profits of more than 2 million yuan in three years. It is nothing new for fortune-telling scams to catch up with the internet model, and victims are often deceived because they believe in lies. The Beijing Youth Daily reporter investigated several routines of the Internet fortune-telling scam.

　　Fortune-telling online celebrity earned more than 2 million yuan in three years.

　　Recently, during an online inspection by the police of Netan Brigade of Yingzhou Branch of Fuyang Public Security Bureau, Anhui Province, it was found that the netizen "Yihe Kuange" in the jurisdiction posted a video suspected of spreading feudal superstition activities on social platforms.

　　On April 14, the police waited for the successful capture of "Yihe Kuange" Liu Mouzhu. According to the investigation, around 2020, Liu Mouzhu began to help customers see fortune, marriage, exorcism, seeing a doctor, crossing over their deceased relatives, etc. through social platforms, and gradually became famous on the Internet, with 38,000 fans at present.

　　It is reported that Liu Mouzhu has at least 300 yuan for each divination, and has made an illegal profit of more than 2 million yuan. When the police asked Liu Mouzhu whether he would be arrested, Liu Mouzhu said: "Fortune telling is deceptive, mainly relying on trying to figure out the customer’s psychology and looking at the dishes according to the customer’s needs. If the fortune-telling is accurate, I won’t be caught. "

　　Some fortune tellers have millions of fans.

　　Beijing Youth Daily reporters searched for information such as "eight characters", "fortune telling" and "divination" on several social networking platforms, and found that there were many bloggers who signed "fortune" and "numerology", and the number of fans ranged from tens of thousands to millions, all of whom were called "marriage, wealth, health, career, study, children &hellip; &hellip; All of them are fine. "

　　The reporters of Beiqing Daily contacted several accounts as "helpers" and were all directed to instant messaging software such as WeChat and QQ. The other party generally said that "this account is customer service, so you need to pay first and then predict". In several accounts, you can choose one of the items such as marriage, career and study. The general "consultation" price starts from 200 yuan to 300 yuan. If you consult multiple items, you will increase the money as appropriate.

　　The reporter of Beiqing Daily found that there were many different millions of fan accounts, and all of them eventually "drained" to the same WeChat account.

　　More than 20 people operate the "Master" account to cheat.

　　Ms. Zhang is 45 years old. She said that around 2017, she and her family were "unlucky". In 2018, she complained with her friends and listened to the introduction of a "mage". Ms. Zhang found the "mage" named "Billion Feng Shui". After contacting through WeChat, the "mage" said that she could do it, so she counted the eight characters for Ms. Zhang first. Ms. Zhang said that she transferred a total of 2,887 yuan to the other party through WeChat. She said that every time the other party talked about the practice, they would use secret methods, life formulas, writing gobbledygook, chanting mantras and other reasons to ask for online transfer of money.

　　There are dozens of people who have similar experiences with Ms. Zhang. In 2020, more than 20 suspects of "Billion Geomantic omen" were sent to court for trial. The two principal criminals were sentenced to five years’ imprisonment, fined 30,000 yuan and returned all illegal gains for committing fraud.

　　The reporter of Beiqing Daily found the verdict of the case of "Hundreds of Million Feng Shui" through China Judgment Document Network.

　　According to Zou’s confession, in October 2017, when he searched for money-making projects on the webpage, he saw an advertisement for feng shui and fortune telling. When Chumou thought it was a business opportunity, he contacted the people in the advertisement. After a long time, Chumou understood that this is the "business" of using people’s superstitious psychology to conduct online fraud.

　　In the face of the temptation of interests, Chumou hit it off with the other party, and soon discussed the cooperation and sharing model, and began to prepare for fraud. Because he didn’t want to show his face directly, Chu also asked Zheng, a distant relative who had worked in Wechat business before, for help. In the name of starting a company, Zheng rented houses in different locations in Puyang as fraud venues, recruited more than 20 people, set up various departments of the fraud group, and operated the "master" account to attract fans to be fooled.

　　Former employees: We all have scripts.

　　Wang was once one of the employees of the "Billion Feng Shui" fraud group. He said that in 2017, he came to "Billion Feng Shui" through a friend’s introduction. Wang said that the company has four chat groups, namely "Billion Feng Shui", "Explosive Group", "Docking Group" and "Reply Group", which are used for work exchange, "powder sucking", docking customer data and reporting after the fraud.

　　Wang said that he can’t tell fortune at all. In order to increase the sense of reality, the employees’ micro-signal avatars are all set in black and white gossip patterns. After receiving the customers attracted by the data promotion department, the members of the department fictional themselves as the so-called "Yuan Zhenzi" of Qingcheng Mountain in Sichuan, chatting with customers.

　　"We pretend to be Feng Shui masters, and we all chat with customers one by one. The ultimate goal is to let customers test their horoscopes, do things, cross over, etc." He said that each business has a different price, and most customers transfer money to employees’ WeChat, and employees then transfer money to financial accounts. "The thing of measuring eight characters, doing things and crossing over is not really done, but continuing to chat with customers according to the content of words, sending customers some videos of doing things, and finally telling customers that everything has been done for them, and customers will believe it."

　　Wang said that every time the words that look like fortune-telling results are sent to the other party, they will be suffixed with "Remember not to send the results to others, otherwise it will affect the fortune". In fact, it is to prevent someone from discovering that the results are the same. He said that the wages and commissions of himself and other employees were drawn from the money cheated in proportion.

　　Free divination is followed by rhythmic "consumption"

　　Ms. Su, a netizen, shared her credulous experience of being cheated by online fortune telling on the Internet. She said that she had recently become fascinated with "Tarot divination", and through the Tik Tok platform, she paid attention to a "Tarot Master". Ms. Su said that the direction of divination she asked was mainly emotional and career. The other party responded to the long article by saying that "your emotional path is not smooth", "you have certain ambitions in your career" and "your career is mediocre when you are young, so you should accumulate a lot of money".

　　Ms. Su said that she didn’t contact the Tarot Master again. A few days later, the Tarot Master took the initiative to announce that Ms. Su’s previous consultation made her the third "lucky" in the company. As long as she bought the product, she could "win 100%" and "if the product didn’t like it, she could get a discount".

　　Ms. Su said that she bought a pair of shoes for 299 yuan, and really won the first prize (an Apple mobile phone), which can be discounted to 8888 yuan. The other party told Ms. Su that she could pay 499 yuan to choose delivery, or she could choose to buy another thing at a discount. Ms. Su recalled that she was led by the other party at that time, and bought a foundation worth 360 yuan, and won the fourth prize of 6666 yuan.

　　"The other party said that there was a risk of prompting when giving me cash back, so I had to review my bank account." Ms. Su said that she was joined in a video conference by the other party, shared the screen, asked to review WeChat, Alipay and online banking apps, and let herself transfer money back and forth between these bank cards, and finally transferred all the money to one card. At this point, Ms. Su realized that she might be cheated, so she immediately hung up the sharing screen and asked for a refund, and the result was blacked out by the other party.

　　Text/reporter Wang Haoxiong

　　Coordinator/Jiang Shuo

　　remind

　　Traditional crime network carefully falls into the trap.

　　Wei Jingjing, the squadron leader of the Criminal Investigation Detachment of Beijing Daxing Public Security Bureau, told Beiqing Daily that online fortune-telling fraud is not a new type of online telecom fraud, but a network of traditional crimes.

　　The police said that marriage, exams, having boys and girls, etc. are a probability problem. In traditional fortune-telling fraud, the probability of "calculating" may be less than 20%, but as long as there is "calculating", the news will spread like wildfire and spread geometrically.

　　The police said that there are still a group of criminals who use "divination and fortune telling" as a cover to gain the trust of the victims. On the basis of trust, they use online telecom fraud means such as swiping rebates, pre-reducing prices, and winning free tickets to cheat. "Because the trust was gained at the beginning, the subsequent words, no matter how absurd and full of loopholes, are easy to confuse the victims." The police said that for these scams, everyone must be extra vigilant when surfing the Internet, carefully distinguish and be careful to fall into the trap.

[Shopping guide after having a car] The coolest thing to buy a car is to buy a car that you have long wanted, but the reality is that there is still a long distance between the price of the target model and us, which is difficult to achieve in the short term. Fortunately, the market is diversified, especially in the case of such a huge domestic auto market, there are many new models that can enjoy almost the same treatment for a small sum of money, and there will be a better alternative! So before it’s too late, let’s choose several representative models for your reference today!

Bao Jun Yue Ye-"Pure Electric Edition Jimny"

Guide price: 79,800-89,800 yuan

The price of less than 80,000 yuan can buy a hard-core off-road appearance comparable to Jimny’s, and the compact body shape is even more soul-infused, but Bao Junyue doesn’t seem to let you spend more than 80,000 yuan just to be satisfied in your heart. Some highly original small designs on it, such as unique LED headlights, three-door design and editable interactive Car-watch, make the whole car more interesting to play. The interior is equipped with a simple integrated dual screen, which supports functions such as car Bluetooth, voice recognition control and remote control of mobile APP, and is full of avant-garde.

However, it should be noted that Bao Junyue is not really a hard-core off-road SUV, but it only creates a hard-core off-road atmosphere in terms of modeling. In terms of power, it is equipped with a front drive motor with a maximum output of 50kW, with a peak torque of 140N·m and a maximum cruising range of 303km(CLTC), which is a conventional power parameter suitable for daily comfortable walking.

Tank 300-"Domestic version of herdsman"

Guide price: 198,800-302,800 yuan.

To really hard cross-country, I think Tank 300 will be the first choice, especially for those consumers who like JEEP herdsman. Tank 300 is the kind of happiness that you can buy herdsman at less than half the price of herdsman. Founder’s tough design style, round headlights with certain retro elements, with wide-body design and thick protective bars, the hard-core atmosphere is not lost to herdsman at all.

The core point is that it adopts a non-load-bearing body structure and has better torsional rigidity. In addition, it is equipped with a 2.0T+8AT power unit with a maximum power of 227 HP and a peak torque of 387 N m. It is equipped with three locks at the front, middle and rear and a four-wheel drive system, with low-speed four-wheel drive, crawling mode, tank turning and other functions, and it will not be inferior to herdsman in terms of off-road capability.

Link 09-"Half Price XC90"

Guide price: 257,900-312,900 yuan.

Like the Volvo XC90, the Lectra 09 is based on the products built on the SPA platform, enjoying the same technology and powertrain, but it can be presented at half or even lower price of the Volvo XC90, which shows super high cost performance. At the same time, Link 09 is not half cheaper than Volvo XC90, but it is also reflected in the experience, and even better than XC90 in some places.

For example, in terms of interior materials, it will be more practical than Volvo XC90. Even the most entry-level models will be wrapped in leather, and it also provides a 2-2-2 six-seat layout with higher ride comfort. In addition, it also comes standard with 2.0T+8AT light mixing system with 48V, full-time four-wheel drive system, L2 driver assistance, etc. It is necessary to know that the starting price of the Lexus 09 is only in the early 250,000 yuan, and it can have the driving quality comparable to that of the XC90 at this price, and it is also rich enough in configuration, so it is a model that really does great things with small money.

Volkswagen Touareg-"50% off Cayenne"

Guide price: 533,800-782,800 yuan.

Volkswagen Touareg, because it is a model based on MLBEvo platform, is affectionately called the best replacement of "half-price Cayenne" by netizens. After all, both of them are positioned as medium and large SUVs, and their body size and wheelbase performance are similar. At a price of 500,000 yuan, you can buy a model built on the same platform as the million-class Cayenne, at least the foundation itself comes with advanced attributes.

What’s more, the configuration of the Touareg itself is not bad. After the update, 23 models are equipped with 2.0T+8AT at the beginning, with a maximum power of 265 HP and a peak torque of 370N·m, and equipped with full-time four-wheel drive and soft and hard adjustable air suspension. The high-equipped models provide a power unit of 3.0T+8AT, with a maximum power of 340 HP, and also equipped with rear wheel steering. You should know that this configuration is placed on the Cayenne except for the top-equipped models.

Write it at the end

Although the above models can be called the alternatives of certain models, it is not to say that they are all-round, but only that some aspects of them are comparable to each other or have achieved several successes of each other. After all, you think, the price difference between the two can be as much as twice, and there must be a reason for the price. I believe everyone understands the truth that you get what you pay for, so it is enough to replace this kind of thing as long as it is more than 60% or 70% to meet your demands!

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On July 25th, Skyworth’s wallpaper TV special test session was held at the headquarters of Shenzhen Skyworth Group, showcasing Skyworth’s upcoming 2024 new generation of wallpaper TV A7E series, bringing a sensory feast of aesthetics and technology. Many industry veterans, media and audio-visual enthusiasts attended the event with strong support.

Liu Xu, general manager of the e-commerce department of the domestic marketing headquarters of Skyworth Group Color TV Company, delivered a speech on the spot, saying that on the road of diversified development of the color TV industry, Skyworth has always adhered to the original intention of bringing more choices and better experience to consumers, launched better products, and achieved contrarian growth. The Skyworth wallpaper TV series is the category sales champion that Skyworth insists on iterative upgrades and has won recognition from the industry and users.

With the upgrading of consumption and the improvement of quality of life, consumers’ requirements for home appliances are no longer limited to basic functions, but pay more attention to integration with the home environment and overall beauty. Skyworth is well aware of this and launched the first wallpaper TV W9 in the history of Chinese TV as early as 2017. After eight years of development, Skyworth Wallpaper TV has released 14 series and 36 products, and has accumulated a good reputation in the market. In 2024 618, Skyworth Wallpaper TV series became the top-selling category, with a praise rate of 99%.

The new A7E is a new generation of wallpaper TV attitude for consumers, set art design, MiniLED high-end image quality, AI intelligent interaction and health eye protection in one.

After experiencing the new generation of wallpaper TVs A7E and A7E Pro, the live host said that this generation of wallpaper TVs has really brought a lot of new usage scenarios.

"Good products should not be blindly piled up, but should explore the real needs of users. Skyworth A7E has almost redefined the function and form of TV sets. Try it out, there are really surprises!"

Douyin technology evaluation expert "Orange Evaluation" said: "Art TV has finally begun to" roll up "in image quality. There is no need to choose between appearance and image quality. Looking forward to the price release!"

As well as more in-depth experience sharing, "I evaluated the A7E Pro on site, and many TVs are too high. Due to the fine light control algorithm not keeping up, there will be various negative problems, such as slightly uneven brightness. Not only did I not find such problems on the A7E Pro, but more importantly, it is really eye protection. Plus, the good-looking appearance is completely a product for users to consider."…

In terms of appearance, Skyworth Wallpaper TV achieves a truly seamless wall-to-wall design through an integrated design of ultra-thin hangers and ultra-thin bodies, achieving a truly painting-like artistic appearance. This time, the A7E series uses a matte screen display with 200 + paintings to accurately restore the texture and texture of the painting. It is not only as pleasing to the eye as looking at the real painting, but also able to achieve a non-reflective immersion experience in the movie, whether in the sun or at night.

The A7E series, as a new generation of wallpaper TVs, also provides users with a more beautiful installation solution. Whether it is directly hanging on the wall or embedded in the wall, the TV can be embedded tightly without leaving gaps. The A7E series has customized an exclusive embedded solution, 9mm ultra-thin telescopic hanger, which realizes the thinnest wall thickness of the industry with telescopic hanger. At the same time, the hanger also has a rotating function, which can be automatically extended with a light push, so that zero embedding is not a dream.

In terms of audio and video, it also gives wallpaper TV users the best experience. The A7E series upgrades the technology of Mini LED to make art TV have better practical properties. As a higher version released this time, the A7E Pro has achieved a 2000-level partition, bringing amazing image quality experience.

What’s more worth mentioning is that the A7E series has pioneered the application of an active red light eye protection technology solution, upgraded to a more advanced active increase in beneficial band red light energy, using the 650nm beneficial red light energy emitted by the backlight system to avoid MiniLED high brightness glare and eye damage and long-term tired user pain points, more suitable for families with children.

In addition, the A7E series is also the first TV in the industry with built-in HARMAN dual sound walls, with built-in left and right sound walls, peak power up to 243W *, HARMAN sound wall X 2, sky channel X 2, low sound, and advanced audio processing technologies such as Dolby Atmos and DTS: X.

The launch of Skyworth’s new generation of wallpaper TV A7E series is derived from Skyworth’s in-depth insight into today’s industry trends and market demand. It is a continuous investment in technological innovation, a response to users’ pursuit of a better life at home, and another leadership of industry category trends. It is also the creation of industry high-end product benchmarks.

At 8:00 pm on July 29, the Skyworth A7E series was officially pre-sold on the whole network. Search for Skyworth A7E on major e-commerce platforms to enjoy new product pre-sale benefits.

The Paper news, who is Putin?

Former US President Bill Clinton once described him as a cold-hearted and trouble-making person.

Obama once described his "listless" behavior as "a boring child sitting at the back of the classroom";

Former US Secretary of State Hillary Clinton and he failed to have a "chemical reaction" and once ridiculed him as a "sensitive tough guy".

……

But until today, there is still a huge gap in the outside world’s cognition of Putin.

Even the most authoritative experts on Russian issues still have many unclear points about Putin’s career path and key time nodes in his resume. In the global media, Putin’s masculine image seems to be everywhere, but little is known about his personal habits and logic, even his close "allies". In 2014, Crimea was merged into Russia, and Putin’s unexpected lightning action once again caused many politicians and observers in the western world to fall into collective reflection-what was overlooked in the past understanding of the leader’s behavior?

On March 18th, when the new presidential election in Russia started, it may be helpful to understand where Putin will lead Russia in the next six years by sorting out and re-evaluating the detailed process of Putin’s response to two major crises during his six years in power, and the decision-making characteristics, belief ambitions, political wisdom, personality characteristics, and hidden crises and limitations behind it.

On September 24th, 2011, then Russian President Dmitry Medvedev announced at the United Russia Party Congress that he proposed that then Prime Minister Vladimir Putin should participate in the 2012 presidential election.

The "recovery strategy" failed.

September 24th, 2011, Luzhniki Gymnasium, Moscow.

A tidal wave of cheers echoed over the stadium.

On the huge screen on the stage, Putin’s close-up quickly replaced the then President Medvedev. Putin, who was under 59 years old, sat in the crowd and enjoyed this "victory" moment.

"I want to say directly: we have reached an agreement on what we will do in the future, which was reached several years ago." Putin tried to smash all kinds of speculations in one sentence.

At that time, rumors about the "Mapp dispute" have been going on for several months. Is Medvedev re-elected, or is former President and then Prime Minister Putin back to the peak of power? The final answer was finally revealed. More than 11,000 party member people gathered in Moscow to witness the release of this "heavy message". This is the largest congress of the Russian ruling party "United Russia Party" in history.

But three months later, two large-scale public demonstrations broke out in Russia, which directly posed a test and impact on Putin.

Andrew Kuchins, a well-known American expert on Russian issues and director of the Russia and Eurasia Program of the Center for Strategic and International Studies (CSIS), wrote earlier that during private discussions with Putin and his inner circle, Putin was caught off guard, and "the demonstration was a big shock to Putin personally".

On December 24, 2011, in Moscow, tens of thousands of people protested Putin’s third presidential election.

This is the largest protest in Russia since Putin took office. The mass rally on December 24th was directed at Putin himself and his upcoming 2012 general election. Demonstrators lashed out at the stable structure of Putin’s re-election team, which directly led to the lack of mobility of Russian political elites and weakened the breadth of political participation.

"As far as Putin’s personality is concerned, I doubt that the protests in 2011-2012 will scare him or change his (ruling) plan." Professor Shestopal, an expert in political psychology in the Department of Political Science of Moscow University, recently told The Paper (www.thepaper.cn) that she had conducted a systematic study on the cognitive transformation of Putin in Russian society from 2000 to 2016. "He (Putin) is the kind of person with a strong sense of mission".

"Protests only give him more reason to run for office," Denis Volkov, a sociologist at the Levada Center, an independent Russian polling agency, also told The Paper.

On March 4, 2012, Putin announced that he won the sixth presidential election in Russia and would begin his third presidential term. When he met his supporters in Manesh Square in Moscow, he was emotional and even shed tears.

However, the image of "tough guy" that Putin and his team have been carefully creating for him is obviously facing new challenges. According to the data of Levada Center, an independent Russian polling agency, Putin’s support rate dropped to a low level in 2010, 2011 and 2012.

Before the 2012 general election, even during Medvedev’s administration, Putin’s "sense of existence" was always indispensable: in 2008, the news that he went deep into the virgin forest of the Far East to anesthetize a Siberian tiger made the global media report; In 2009, during his vacation in the Republic of Tuva, the photos of him riding bareback were even more popular around the world. In 2010, Putin personally piloted the Be-200 waterway amphibious plane to fight the fire on the outskirts of Moscow, and the photos were also numerous.

"These super masculine characteristics seem to support the domestic power base and legitimacy of the (Russian) president." Elizabeth Wood, author of The Roots of the Russian-Ukrainian War (2016) and director of the Russian program at the Massachusetts Institute of Technology, wrote.

Putin’s "tough guy" image continued until the 2018 general election. The picture shows that on January 19, 2018, the Russian Orthodox Church Baptism Festival, Putin was baptized in the ice water of Lake Sheriger.

Putin, who suddenly became acting president of Russia at the turn of the century on December 31, 1999, still has many uncertainties about his career path and specific time sequence. Even there are many conflicting versions about how he was chosen as the successor of former Russian President Yeltsin. Putin officially took office as Russian president in March 2000, which opened the Russian era under his rule.

In the presidential campaign in 2012, Putin still often talked openly about the turbulent years in Russia during Yeltsin’s presidency in the 1990s, which was in sharp contrast to the political and economic stability in Russia in the ten years since he became president in 1999. This "recovery strategy" (which led Russia out of the "chaotic years" of the 1990s-editor’s note) achieved excellent results during Putin’s first and second presidential terms, and also won him a high support rate.

According to Bo Petersson, an expert on Russian issues and a professor of political science at Malmo University in Sweden, this strategy has become outdated. He believes that Putin focused more on the past than the future at that time, "at one time, he gave people a very weak look," he told The Paper a few days ago.

"Recovery (strategy) has not given way to a more far-sighted modernization model," Richard Sakwa Sakwa, a professor at the School of Political Science and International Relations of the University of Kent in the United Kingdom and an internationally renowned expert on Russian issues, has a similar view in an article evaluating Putin’s third presidential term.

Peterson said that the inspiration Putin and his team got from the large-scale protests in 2011-2012 was that "he (Putin) can’t afford to look weak or hesitant".

During the first two terms, Russia’s economic growth reached about 7%, and even after the global financial crisis broke out in 2008-2009, Russia’s economic growth rate remained over 4%(2010-2011). However, when Putin decided to return to the presidency in 2012, despite the high oil price, the signs of Russian economy stagnation were still clearly visible.

Even as a leader who created Russia’s prosperity for ten years and returned to the presidency in 2012, Putin had to re-examine and face the new situation of this country.

As an evergreen tree in politics, Putin’s personal life is rarely known to the outside world. On the evening of June 6, 2013, Putin and his ex-wife lyudmila watched a ballet performance in the Kremlin, which was the first time that they made public appearances together for more than a year. After the performance, the two announced that they had divorced.

"He is certainly conservative, but not extreme."

The most straightforward challenge comes from the people who participated in the protests.

"For the first time in a decade, the protest surpassed the marginalized opposition groups, and young people and the urban middle class formed a vital part. They had no interest in politics before." Vladimir Petukhov, director of the Center for Comprehensive Social Studies of the Institute of Sociology of the Russian Academy of Sciences, and Leontiy Byzov, a senior researcher and sociologist at the Center, recently told The Paper that this has sounded the alarm especially for the Russian rulers.

"Cracks are beginning to appear on the wall", and german, a professor of political science and sociology at EUSP in St Petersburg, made a more vivid metaphor.

At that time, some related studies and surveys also showed that most of these participants were relatively wealthy middle class, even upper class, who had benefited greatly from Putin’s ten years in power. Despite their different demands, this is a group of urban people who have received higher education and have professional confidence.

In addition, the past decade has coincided with the unprecedented development and spread of social media technology in Russia. After the scandal broke out in the Russian parliamentary election in December 2011, young urban professionals turned the demonstration initiative initiated on social media into a protest that spread across the streets of major cities across the country.

Sakova, an expert on Russian issues at the University of Kent in the United Kingdom, called this group "the creative class" (the "middle class" in the mouth of Russian commentators). After the unprecedented growth in economic strength and living standards, these people expect the country to achieve better governance and policy innovation.

Sakova summed up the main demands of this group as: eliminating corruption and bureaucracy and realizing new economic growth points.

Keen Russian political observers found that in the months immediately after the 2012 presidential election, the re-elected "new president" seemed to have obvious fatigue, "lacking foresight and needing new ways to exert his previous magic to the public". Peterson, a professor of political science at Malmo University, commented on the state of Russian leaders at that time in an article devoted to Putin’s charisma and legitimacy in 2017.

Peterson told The Paper, "The feeling of great power and its self-confident behavior seem to have a very high degree of support in the constituency. Putin and his team have been carefully practicing this role, which is obviously a response to the decline in support rate in the 2011-2012 (demonstration) incident. "

On May 9, 2012, two days after taking office for the third time, Putin poured tea for Sonia, an 8-year-old girl visiting the Russian Children’s Oncology, Hematology and Immunology Research Center, at the Kremlin in Moscow.

Putin is sometimes "helpless" in front of children. On June 4, 2016, Putin attended the Children’s Day celebration, but the little girl who won Putin’s award kept crying on the stage. Putin tried to comfort but it didn’t help.

In 2013, at the annual meeting of Valdai Discussion Club, a Russian think tank, Putin performed even more incisively and vividly. "We should stop staring at the bad things in our history and sell ourselves short, even our opponents will not condemn us like this," Putin said at the time. "We must be proud of our history."

Since its establishment in 2004, "Valdai" Club has become famous overseas for Putin’s personal "platform" and face-to-face dialogue with scholars around the world. Although Russia has a strong official color, it has gradually become one of the important platforms for Russian leaders to show their internationality. Every year at the annual meeting, prestigious scholars and experts from all over the world gather together to gain insight into Russia’s new strategic trends.

On this occasion, the emphasis on Russia’s glorious national history and traditional values reflects the adjustment of Putin’s strategy in the eyes of most Russian political researchers.

Olga Kristanovaskaya, a female sociologist who has been studying Russian political elites for a long time, had an in-depth observation on this strategy in an interview in 2014. She believes that Putin’s deep-rooted plot of the Russian empire has won the support of most Russian political elites, who are more conservative than Putin and have the appeal of taking a tougher attitude toward the West.

On September 28th, 2015, Putin and Obama clinked glasses at a luncheon hosted by then UN Secretary-General Ban Ki-moon.

"Until recently (2014), Russian political elites have been critical of Putin. Although not known to the public, this criticism requires (him) to take a tougher stance toward the West. " Kristanovaskaya also said in the interview that she was a member of the Russian State Duma and was regarded as one of the most authoritative experts who had in-depth research on the Russian elite.

Jeffrey Mankoff, deputy director of the Russian and Eurasian Program of the Center for International Strategic Studies (CSIS) in the United States, believes that Putin began to push traditional values, targeting another group of people, "not the urban (middle class) class, but people in inland cities, post-industrial cities or rural areas".

Volkov, a Russian sociologist, also agrees that the policy adjustment after the beginning of Putin’s third term is generally not conducive to the middle class, because they are more interested in integration with the West. "They think that doing business needs more competition and protection, I mean in property rights" and "they don’t benefit much from the policy (adjustment)".

"If we observe the actions (taken by the Putin government) and the decisions adopted, since the demonstrations, (policy) has changed." Mankov told The Paper recently.

Shestopal, a professor in the Department of Political Science of Moscow University, holds the opposite attitude. She believes that the demonstrations in 2011-2012 did not affect Putin’s decision on his third term.

"Putin is a man who believes in strong government and traditional values, but he is not a nationalist." She told The Paper, "He is certainly conservative, but not extreme. This will be difficult to change in the future. "

In the book "Putin Biography: An irreplaceable Russian Tough Guy" reprinted in 2015, Fiona Hill, the current special assistant to President Trump of the United States, the senior director of European and Russian affairs of the National Security Council, and Clifford G.Gaddy, a senior researcher at the Brookings Institution, described their efforts to deeply understand the world outlook of Russian leaders:

"Putin’s concept is shaped by multiple influences: the historical background of the Soviet Union and Russia, in which he grew up, worked and lived; Personal interest in Russian history and literature; He studied law at Leningrad State University (now St. Petersburg University); His training in the KGB; His experience in the KGB branch in Dresden, East Germany; Experience in St. Petersburg in the 1990s; The early experience of arriving in Moscow from 1996 to 1999. "

According to her research, Kristanovaskaya, a former member of the Russian State Duma, puts forward that Putin’s belief has two sources: one is the experience of the KGB; The second is the love of East Asian Wushu, which is not limited to action skills, but also includes some philosophical thinking and lifestyle.

Judo is Putin’s favorite sport. On May 8, 2012, in Zvinigorod, Russia, Putin expressed condolences to judo players, and made judo moves with his hands clenched in exchange, hoping to compete with the players.

But volkov, a sociologist at the Levada Center, believes that "we know nothing about Putin’s personal habits." He said that Putin’s image is more the product of TV media, "a very tough and healthy man."

In order to cope with the new changes in Russian society and groups, Medvedev announced a series of reform measures before the end of his presidency, such as direct election of local governors and simplification of registration procedures for political parties. In the early days of Putin’s third presidency, these reform measures were introduced more or less, including that opposition leader Alexei Nabal was allowed to participate in the election of Moscow mayor in September 2013, and won an unprecedented 27% of the votes.

But soon, "I think there was a turning point towards conservatism." German, a professor of politics and sociology at EUSP in St Petersburg, told The Paper that Putin’s priorities in the initial stage of his third term had changed greatly compared with his first and second presidential terms.

Sakova, a famous British expert on Russia, wrote, "Before Putin’s third term, the hymn of the Medvedev era was abandoned."

"Since 2012, the agenda of Russia’s socio-economic modernization (put forward at the turn of the century and advocated during Medvedev’s presidency) is no longer among Putin’s priority policy items, or at most it is listed as the second echelon." German said.

Petuhoff, a sociologist at the Russian Academy of Sciences, believes that the path of building socialism and liberal views, including reconciliation with the West, has been tried and produced negative results, and this path of relying on traditional values and "soft nationalism" has become a natural result. "It is necessary to unite society around something." He told reporters.

"In recent years, it is obvious that the trend of neo-liberal globalization led by elites has led to the deterioration of the material and spiritual life of most residents in Russia," explained Levashev, a sociologist who specializes in the stability and transformation of Russian society. "The lead of national political consciousness has begun to play a role between society and the country."

Original title: Special feature | Six years of Putin’s rule in Russia: victory and crisis (I)