上海后花园 上海419

　　[PConline cross review]2019 is coming to an end. For the majority of DIYer, the first half of 19 years belongs to Intel；; In the second half of 19 years, it belonged to AMD.

In the first half of 2019:

　　Intel can still stably suppress AMD’s market share in the first half of the year only by relying on the toothpaste left by Skylake. It can be said that in the DIY market in the first half of the year, Intel still didn’t take AMD as an opponent.One thing said, Intel is really good at playing games.

In the second half of 2019:

　　The first two generations of Ruilong made AMD’s CPU department slightly better. In July, the three generations of Ruilong were AMD’s challenge to Intel:Don’t treat us like ants, the times have changed since today!

　　On the day of summing up at the end of this year, I will send you the annual popular A/I CPU cross-evaluation, which will be used as PConline’s 2019 CPU ranking.

　　This time, only the popular processors were selected as the horizontal selection. If you want to see a more complete ranking, you can click here to enter the 2019 CPU ladder diagram.

Six popular CPUs on e-commerce platform

　　This review is not in ceiling price. In recent years, in addition to the students who installed machines for cost performance, they also installed machines for the pursuit of ultimate performance. Therefore, the sales of high-end CPU are relatively high this year, which is of reference value for adding statistics. However, when the total score is evaluated horizontally, the price will still be added to the scoring item.

　　Based on the sales statistics of multi-e-commerce platforms, we selected six CPU models that sell well every year:

I. Intel i5-9600KF/　i5-9400F

　　“The middle-end main force that takes advantage of the right time and the right place."

　　The first place in sales volume is often occupied by Core i5, but this year’s Ruilong 3600X is also very competitive. In addition, the ninth generation Core i5 came out much earlier than the 3600X, and the accumulated sales volume is more reasonable than the latter.

　　Both CPUs are i5 of the ninth generation, and the sales volume is relatively hot. Here, I choose i5-9600KF as the representative of Intel.

Second, AMD Ryzen 5 3600X

　　"Sales champion in the second half of 2019"

　　During the period when the third-generation Ruilong CPU was just launched, apart from the eye-catching Ryzen 9 3900X and Ryzen 7 3700X, what attracted people more was the Ryzen 5 3600X with 6 cores and 12 threads. Everyone could count the boxes.

Iii. Intel i7-9700K

　　"The most cost-effective game artifact in the high end"

　　If you want to play games, you have to look at Intel. Compared with the situation that game optimization stopped at 4 cores a few years ago, the game’s support for 8-core CPU is not good now, but at least it has been done. Some large 3A masterpieces can really enjoy the performance bonus brought by multi-core, and Intel’s high-frequency and high-energy characteristics are very suitable for game scenes. Cutting the hyper-threading function that has zero effect on games, the i7-9700K is indeed the most cost-effective high-end CPU suitable for playing games this year.

Iv. AMD Ryzen 7 3800X/Ryzen 7 3700X

　　"showstopper that impacts the high-end CPU market"

　　It is also two high-end CPUs that big game players pay attention to, both of which are 8-core and 16-thread specifications. Ryzen 7 3800X can be regarded as a better Ryzen 7 3700X.

　　Although the game is not as good as i7-9700K and i9-9900K, the performance-price ratio and comprehensive performance are weighed together, and they are more worthy of purchase than two Intel high-end CPUs. Here, Ryzen 7 3800X, which is slightly stronger, is selected for comparative test.

V. AMD Ryzen 9 3900X

　　"miracle of 7nm, I/O die and glue MCM packaging"

　　In fact, in terms of miracles, its eldest brother Ryzen 9 3950X is more suitable, but because Ryzen 9 3950X keeps jumping tickets and has been in a "snap-up — — "Out of stock" status, as of the time of our statistics, we have not accumulated much sales, so we can’t be on the list.

　　The CPU of AM4 interface can be packed into 12 cores or even 16 cores, which is closely related to AMD’s newly designed core architecture. CCD+I/O die is more flexible than the big core route that Intel has always adhered to.

VI. Intel i9-9900KF

　　"Can it be used without exceeding 5GHz?"

　　Perhaps because i9-9900K is the flagship CPU launched at the end of 2018, itI lost to the low nuclear display version i9-9900KF.

　　After thinking about it, the value of this CPU should be that it will exceed 5GHz immediately after being bought back, and then it will be used to brush bilibili and visit Weibo, at least in the view of supercontinent. (Manual dog head)

▼Comparison of six CPU specifications: AMD is confident.

　　The CPU parameters are listed here. On the whole, the CPU specifications of AMD seem to be more bright: 7nm+ multi-core+super large three-buffer +PCIe 4.0, and the frequency span between different CPUs is not large. Intel dominates the high-frequency direction, and the frequency span between the mid-range and high-end CPU is large.

Test platform construction

　　Let’s introduce our evaluation platform first.

　　The hardware of the evaluation has been used all the time. The first thing to ensure is that the platform is stable and reliable.

　　As for the motherboard, both Z390 chipset and X570 chipset use ROG HERO series, with the same positioning, which reduces the performance impact caused by different motherboard specifications.

　　The radiator is GI-CX360 water-cooled with overclocking triple mirror. Because the specification span of CPU in this test is large, it will be safer to use 360 water-cooled.

　　The memory is pulled out from four Kiki royal halberds, and the combination of double 8GB is enough to give full play to their performance.

performance test

Theoretical performance test▼

　　The theoretical performance test project will test a variety of traditional running software, and whoever scores high will be powerful, simple and rude.

▍　CPU-Z v1.90

　　CPU-Z test items are divided into single-thread and multi-thread. It can be seen that i7-9700K and i9-9900KF with higher frequency have completely outperformed AMD’s three participating CPUs in single-thread performance, which should be a predictable result without testing.

　　In terms of multithreading performance, Ryzen 9 3900X has no suspense, and the 12-core 24-thread specification crushes the other five participating CPUs. Being both 8-core and 16-thread, Ryzen 7 3800X multi-threaded performance is higher than i9-9900KF with stronger single-core performance.

　　Ryzen 5 3600X with 6 cores and 12 threads is basically the same as i7-9700K with 8 cores and 8 threads, so i5-9600KF can only be a younger brother among them.

▍　CineBench R15

▍　CineBench R20

　　CineBench is a running score software that scores by testing the rendering speed. No matter whether this pile of CPU is in R15 or R20, the multi-thread performance ranking is the same. The multi-threaded performance of Ryzen 9 3900X still surpasses the other five CPUs, and in R20, the single-threaded performance of AMD processor actually surpasses the high-frequency i9-9900KF.

▍　wPrime 2.10 1024M

　　WPrime is a software that tests the computing power of CPU by calculating prime numbers, and it is also very direct and violent. The multi-core Ryzen 9 3900X is still popular, and the testing time is nearly half that of i9-9900KF. The slowest is i5-9600KF, because the number of core threads is relatively small, and Ryzen 5 3600X, which is located close to it, is much faster than it, only 60% of the time.

3DMark Time Spy Extreme physical score▼

　　3DMark’s TSE project is also a software with multi-threading performance. Ryzen 9 3900X is still in the lead, while i9-9900KF with stronger high-frequency single-core performance is about 400 points away from Ryzen 7 3800X of the same specification.

Compressed file performance test▼

　　Compression software is often used by people. Because the compression software algorithms are different, the speed of compressing files among different compression softwares will be different. Here, two compression softwares are selected for testing: WinRAR, which is used by many people, and 7Zip, which comes with Benchmark.

▍　7-Zip benchmark score

　　In the 7-Zip test, the distance between AMD processor and Intel processor is very large. The score of Ryzen 7 3800X is 11.3% higher than that of i9-9900KF with the same core specification, and Ryzen 9 3900X continues to lead.

▍　WinRAR compressed file speed

　　WinRAR, the result here is reversed. Ryzen 9 3900X is 4.3% slower than i9-9900KF, and i5-9600KF is still stable at the bottom. Let’s click on the big picture to compare the other figures.

Performance test of office scenario simulation application▼

　　Most of the test items of PCMark are aimed at daily office applications, such as web browsing and document editing. Ryzen 9 3900X still doesn’t have much advantage, only 1.8% higher than i9-9900KF, which shows that CPU with high frequency and strong single core will be better used in this kind of project.

Professional software application performance test▼

　　Compared with the daily office work above, professional applications will test the performance of CPU more, among which multi-threaded applications are the majority. In theory, Ryzen 9 3900X with more cores will have more advantages.

▍　POV-Ray Benchmark

　　POV-Ray Benchmark is a software for testing the rendering performance of CPU. It can achieve results by rendering a large picture and calculating the average rendering pixels per second.

　　Ryzen 9 3900X outshines others, i9-9900KF is similar to AMD 3800X, while i5-9600KF, which has lost the number of threads, has fallen into the sewer and can’t get out.

▍　FHD X264 Benchmark

　　FHD X264 Benchmark tests and records the rendered frames by exporting the video. Ryzen 9 3900X here is not much different from i9-9900KF, only 6.4%.

▍　ArcTime Pro video compression and export

　　ArcTime Pro is the normal process of exporting video. Here, the performance of Ryzen 9 3900X with more cores is relatively normal, and the distance between i9-9900KF is a little bit.

　　This shows that if you do video work, it will be more popular with more cores/threads. Ryzen 9 3900X has the best performance in these products and is more suitable for video workers. The performance of i9-9900KF is also good. Although the number of cores suffers, the actual performance gap is not as big as the proportion of core numbers.

　　Summary of theoretical performance test:There’s nothing to say about small projects. The core specifications and performance of the processor are here. We can know what’s going on by comparing them. What Supercontinental wants to talk about here is the problem that AMD’s multi-thread performance surpasses Intel’s when its single-thread performance is slightly weak.

　　To put it simply, the SMT technology of Ryzen CPU is a little more powerful than the HT technology of Core I series, and the multi-core utilization rate is higher, which is why the single-thread performance of Ryzen 7 3800X is not as good as that of i9-9900KF in many of the above projects, but the multi-thread performance is reversed.

　　"Multi-frame" is bound to be the trend of future development.Win10 system is a good example. You won’t see the scene of Win7 "one core is in trouble, and N cores are watching" in Win10 system. AMD has made a better decision than Intel on how to optimize the performance of "multi-frame".

Game performance test

　　The number of game masterpieces this year is also dizzying, and the two processor manufacturers are also keen to use game performance as their selling point.

　　Here, six popular online games and 3A masterpieces are selected for testing, and the image quality is uniformly set to 1080P resolution, with the lowest image quality. The reason for this setting is to reduce the influence of graphics card bottleneck and maximize the performance difference of CPU.

▍　Tomb Raider: Shadow

▍　DOTA2

▍　GTA5

▍　Total War: Three Kingdoms

▍　Assassin’s Creed: Odyssey.

▍　Jedi survival: the great escape

　　Game test summary:All six CPUs can make the game run at more than 100 frames, but in Tomb Raider: Shadow, Total War: The Three Kingdoms and The Great Escape of the Jedi, the performance of Intel’s two high-end CPU games has obviously abandoned the rest of the processors.Take the position of the first brother of Intel Games..

　　The "extreme game performance" that Intel has been boasting is indeed well founded.However, the game running at such a high number of frames, except for some e-sports big brothers who use 240Hz screens, can actually ignore this frame gap to some extent.

　　Moreover, our test is based on the setting of 1080P resolution and the lowest image quality. If the image quality is properly raised, the graphics card and CPU will tend to be performance bottlenecks, then the gap between them will be narrowed.

Temperature and power consumption test

　　Because it is impossible to test the power consumption of a single hardware, there have been data errors when the software reads the hardware power consumption information. Here, Nortel instrument power consumption meter is used to test the power consumption of the whole platform, and Tomb Raider Benchmark is used to test the full load of the game.

　　I9-9900KF showed the phenomenon of frequency reduction during the test, and the power consumption was lower when the game was fully loaded and tested by Prime 95 than that of i7-9700K. Combined with the above Tomb Raider game test, the frame number of i9-9900KF in the game was not as good as that of i7-9700K, which can explain this phenomenon.

　　On AMD’s side, the power consumption of three generations of Ryzen processor can be effectively controlled by the 7nm process. The power consumption of Ryzen 9 3900X single baked FPU is only 278W, which is nearly 30W lower than that of i7-9700K, which has the highest power consumption. The former is a "miracle species" with four more cores than the latter.

　　As a result of opening PBO, three generations of Ryzen processor hit a temperature wall of 95°C together when baking FPU to reduce the frequency.

　　Intel processors have much lower power consumption and lower frequency at low frequency. The baked FPU of i5-9600KF with few cores is only 68°C, while the 8-core i7-9700K and i9-9900KF have reached the 90°C mark due to more cores and higher frequency, but the temperature is still lower than that of AMD processors.

Summary of PConline evaluation room

▼Comparison of comprehensive performance of six popular CPUs：

　　Hard to do the test, and finally for this comprehensive comparison table, which is the essence of the whole test.

　　The comprehensive performance gap table is the data obtained by synthesizing all the above test items except temperature and power consumption. Because many items will eat multithreading performance, Ryzen 9 3900X undoubtedly won the comprehensive performance championship.

　　Look at the other contestants, i9-9900KF and Ryzen 7 3800X with the same specifications. Although the latter is blessed by SMT technology, some multithreaded scenes will perform slightly better than the former.However, the game is the strong point of i9-9900KF, which lags far behind Ryzen 7 3800X, and wins by high-frequency performance..

　　Because i7-9700K has no hyper-threading function, even if the game is strong, the multi-threading scene drops too many points, and its comprehensive performance is even worse than that of Ryzen 7 3800X, and even it is almost caught up by Ryzen 5 3600X with fewer cores.

　　There is nothing to say about the i5-9600KF. Except for games, other projects are basically at the bottom, but U is actually a good U, but it just happens to be the cheapest and lowest specification one in this horizontal review.

　　Comparing Intel’s game strengths, there is no suspense, but in fact AMD is not too far behind Intel, which is worthy of surprise.

　　Because our game tests are all set to the lowest quality special effects to enlarge the game performance gap between CPUs, the gap will be even smaller if the high quality special effects are turned on.

　　Cost-effectiveness is also a concern for everyone to buy a processor, but there is no more scientific measurement method, so here is a simple and rude one.CPU price ÷ comprehensive performance percentage, get the unit price per percentage of performance. As a result of this calculation,Ruilong 3600X has the highest cost performance and i5-9600KF has the second highest cost performance..

　　Anyway, the smaller the number, the higher the cost performance.Overall, AMD Ruilong will be slightly more cost-effective than Intel Core..

　　As for the unscientific comparison method, I can tell you responsibly: it is good for everyone to have fun, and everyone has his own scale in his heart.

　　Because the higher the performance, the more difficult it is to improve the performance, so how to calculate here will be that the middle/low-end processors have higher cost performance: because the cost of realizing their performance is very low. High-end processors are expensive, and it takes hundreds or thousands of RMB to improve the performance of 10%. Whether it is worth it or not is a matter of opinion.

▼Summary time for expressing personal opinions — —

　　At the end of 2019, Supercontinental believes that it is meaningless to discuss the issue of "whether the processor performance is excessive".

　　As for the reasons, I don’t need to be embarrassed. Everyone is from the era of the media.The demand for creative CPU has soared., playing games to buy less core high-frequency CPU. For those creators and big UP owners, their demand for CPU performance can be said to be bottomless.

　　Therefore, regardless of the use requirements, all those who say that the CPU performance is excessive should be treated as hooligans.

　　Undeniably, in this year’s CPU market, Intel is still firmly on the throne of the game boss.I also changed my computer for playing games to i7-9700K.In some games with high demand for the stability of game frames, it is indeed better than AMD. (It’s not that I’m black, sometimes I really get stuck playing games with AMD processors.)

Sometimes I just get stuck suddenly and then I get disconnected.

　　On the comprehensive ability, AMD with "excess performance" will be even more brilliant.,In other words, AMD’s processors have become "all-powerful"Ryzen 9 3950X, which has the largest number of consumer platforms, has a higher acceleration frequency than any other Ryzen processor. What’s the concept? Not only do you have multi-core advantages at work, but you can also enjoy high-frequency advantages when playing games.

　　Coupled with the rest of AMD’s product lines, the "ceiling" EPYC Rome CPU with servers, and the weakness is the thread ripper of the fever platform. APU more suitable for the low-end platform will also come, and everyone can find their own heart water products in AMD.

　　This year is the flowering and fruiting period of AMD Ruilong.

　　It’s always good to have competition. AMD’s ZEN architecture has given people renewed confidence in Moore’s Law. In order to continue to consolidate its own market, Intel will also speed up the pace of new products, and ultimately, users will benefit. This year’s new CPU products are worthy of our happiness.

▼Guide for purchasing 6 processors (recommended) — —

▍　I5-9600KF 1399 yuan

　　Like i5-9400F, it is stillThis year, there is a high purchase value of CPU.In office, online games and most 3A masterpieces, it will have better performance, and the owner of Internet cafes should like this CPU better.

　　If the game you play is biased towards Tencent online games and the budget is not much, it will be a better choice.

▍　Ryzen 5 3600X 1499 yuan

　　Compared with the above two i5s, this processor has no price advantage.But the comprehensive performance will be stronger.. With the SMT hyper-threading function, I think it is more suitable for users who usually work and play games moderately, and they can also play games by editing pictures and repairing drawings. Professional performance is better than i5, and the game loses a little bit, but it’s not too bad.

▍　I7-9700K 2899 yuan

　　Subjective opinion:If you want me to recommend the CPU in 2019, I think this is the most fragrant CPU. After exceeding 5GHz, the game performance is off the charts, and it has experienced the latest wave of price reduction, which is very affordable.

　　Objective opinion:The 8-core specification is just right for most games, but it doesn’t have hyper-threading. It may not be as good as AMD’s Ryzen 7 series when dealing with work. It belongs to a processor made for games. After the price reduction, the price/performance ratio is really high. It is recommended for game enthusiasts with little budget.

▍　I9-9900kf3,499 yuan

　　The strongest game processor ordered by Intel, but there is also an i9-9900KS in this series, which is the complete body of the 9900K series.

　　Compared with i7-9700K, it has more hyper-threading function, and it has good performance in both games and work. Personally, it is suitable for game anchors — — Turn off Hyper-Threading when playing the game live, turn on Hyper-Threading when editing the essence live, and release the film quickly.

▍　Ryzen 7 3800X 2599 yuan

　　Ruilong 7Their positioning is equivalent to i9-9900K, but the game is obviously not as good as the latter.

　　Because they all have hyper-threading function, their comprehensive performance is stronger than Intel’s, and they are more suitable for working machines. It is recommended that users with low budget should buy them with good working performance and strong game performance.

▍　Ryzen 9 3900X 3999 yuan

　　4,000 yuan, I don’t think I’ll even know if I don’t have a mine at home.

　　The game is still inferior to Intel.But the comprehensive performance is the strongest here.,Those who pursue extreme productivity can consider it.,Or even more extreme, its eldest brother Ryzen 9 3950X.If you have a gold mine at home, you can also choose a higher-end thread ripper series.

　　That’s the end of this article. It’s not easy to test+code words, more than 5,000 words. If you approve PConline evaluation, please give us a coin-operated attention.

　　In order to do a good job in the safety management of construction sites, the Housing and Construction Bureau of Huancui District recently coordinated the projects under construction in its jurisdiction to carry out the "Fire Emergency Drill and Forest Fire Emergency Drill in the Field of Building Construction in 2025" to enhance the awareness of disaster prevention and mitigation of construction employees and the ability to deal with forest fire emergency, and further prevent and resolve security risks.

　　At the drill site, the full-time safety officer explained the methods of extinguishing the initial fire, the use of fire extinguishers, escape and self-help, and organized the workers to conduct practical drills in batches to ensure that the participants could "call the police, know how to evacuate and put out the fire", and at the same time, they also gave a vivid "fire handling class" to everyone who arrived at the site.

　　Ji Cheng, the person in charge of Genting Sunshine Phase II Project, said that the main purpose of our fire drill this time is to let workers know their escape routes and learn the correct use of fire extinguishers. We also insist on giving workers safety education every week, so that everyone can really pay attention to it ideologically, so that everyone can pay attention to safety and everyone can respond to emergencies.

　　Safety is the bottom line of production. In the first quarter of 2025, the Housing and Construction Bureau of Huancui District has conducted a comprehensive inspection of 65 construction sites in Huancui District, focusing on key areas such as large-scale lifting machinery, border protection and high-altitude operation, requiring all projects to strictly implement fire management systems such as on-site safety production, domestic electricity consumption and flammable material protection, and build a strong project safety defense line.

　　Zhang Qinming, Construction Engineering Service Center of Huancui District, said that at present, it is the forest fire prevention period, and we have launched a new round of special inspections on production safety, urging enterprises to strictly implement the main responsibility of production safety, investigate the potential safety hazards existing in temporary electricity use and fire-fighting facilities on site, and carry out fire emergency drills. At the same time, we will intensify inspections and inspections for projects under construction around the forest to better ensure the smooth and orderly production of projects under construction.

　　(Correspondent Yang Yuzhen)

　　Report to the 20th CPC National Congress of the Party pointed out, "Insist on prevention, strengthen the health management of major chronic diseases, and improve the ability of prevention and treatment and health management at the grassroots level." For a long time, China’s medical and health service system has been centered on "treating diseases". With China’s accelerated aging, people with chronic diseases are also showing a younger trend, and the number of chronic diseases is increasing year by year. The 5G+ "Three Morning" health management system proposes to build a more scientific "health"-centered health service system based on the existing medical and health resources and the Internet ecosystem. Professor Guo Qing, Chairman of the Health Management Branch of the Chinese Medical Association and member of the Expert Steering Committee for Health Promotion and Education of the National Health and Wellness Commission, accepted an interview with CCTV reporters on the significance of the 5G+ "three early" model for the health management of chronic diseases and the challenges of its implementation.

　　CCTV reporter: In the field of health services, China faces two major challenges, one is the aging population, and the other is the high incidence of chronic diseases. What do you think is the core task of health management? How to "manage"?

　　Guo Qing:"From treating diseases as the center to focusing on people’s health", it is necessary to pay attention to disease prevention and strengthen the health management of chronic diseases. In this regard, the Health Management Branch of the Chinese Medical Association clearly pointed out that the focus of health management is to promote the health of all citizens, put the prevention of serious diseases at the forefront of the strategy, and carry out effective chronic disease health management for hundreds of millions of chronic patients.

　　In 2021, I took the lead in successfully applying for three important research projects, whether it was the top ten engineering and technical problems of China Association for Science and Technology, the national natural science foundation project focusing on basic research, and the scene application pilot of the Ministry of Industry and Information Technology in the field of 5G and National Health Commission, all of which focused on the field of "5G+ health management". We use the digital code "533" to organically combine these three projects, which is called "533 Health Management Project". "5" stands for "5g" & mdash; — Because we need the support of 5G, big data, wearable devices and artificial intelligence systems, rely on technology empowerment, innovate health service models, and continuously and dynamically monitor the health status of the body. The first "3" is the core connotation of health management — — Three early, that is, "early screening, early evaluation and early intervention", refers to the prevention-oriented, screening for the whole population to find out the risk factors; Multi-dimensional, multi-level and continuous evaluation of related risk factors causing diseases; Promote health education and health promotion, cultivate healthy lifestyle and behavior habits, and remove risk factors. The second "3" refers to "three complete", that is "The goal of the whole population, all-round and full life cycle. Intervening in all directions will benefit the whole population and cover the whole cycle from the gestation to the end of life for each individual. Popular and easy to remember, "533" means "My life is healthy and endless".

　　CCTV reporter: What is the current progress of the "533 Health Management Project"?

　　Guo Qing:In 2022, under the guidance of the Office of the Healthy China Promotion Committee, we included the "533 Health Management Project" into one of the specific landing projects of the Healthy China Action. Since the beginning of this year, we have extensively promoted the pilot and landing of the "533 Health Management Project" nationwide. For example, in Zhejiang, Jiangxi, Guangdong, Guangxi and other places, we have carried out pilot projects that extend from hospitals to communities and then to families, affecting the specific landing of millions of people.

　　Take diabetes as an example, there are 140 million diagnosed diabetic patients in China, and nearly 500 million people are in pre-diabetes, that is, abnormal blood sugar. In view of this huge group, it is necessary to carry out effective health management of diabetes. The "533 Health Management Project" emphasizes the need to monitor the changes of blood sugar in real time. When the individual has not become a diabetic or is still in the early stage, the blood sugar will be continuously, dynamically and in real time through technical means such as 5G. According to different situations, early warning is issued, and personalized diet and exercise matching scheme is formulated to realize blood sugar control. In addition, there are currently 300 million hypertensive patients in China. In view of cardiovascular and cerebrovascular diseases such as myocardial infarction and stroke, we have also established the landing mode of "533 Health Management Project", and proposed to improve the establishment of the upstream system and carry out continuous, dynamic and real-time monitoring, evaluation and intervention.

　　CCTV reporter: From the hospital to the community to the family, how to realize the health management of chronic diseases and improve the health level of residents?

　　Guo Qing:It can be said that the "treatment-centered" model in the past few decades has placed the main focus of medical resource allocation on large hospitals. It is not enough to promote the "533 Health Management Project" only by large hospitals, but also by extending from hospitals to community health service institutions that are more closely related to the people. Because their main task is to focus on prevention and carry out the prevention and treatment of common diseases. However, it is not enough to extend to community health service centers, but also to families. For individuals, almost one-third of the time is spent at home, and most activities such as daily life and diet are at home. Extending health services to families can be closely linked with everyone’s daily life and realize effective health management. Due to the limited medical staff, family health services also need to use big data, wearable devices, artificial intelligence systems and other scientific and technological means to monitor the health status of members in real time. Now scientific and technological progress provides us with the possibility of research in this field. In the future, the health management of chronic diseases will certainly develop in this direction.

　　CCTV reporter: At present, what are the opportunities and challenges in the implementation of the 5G+ "three early" health management application pilot?

　　Guo Qing:Looking at the forefront of international science and technology, the research and development progress of big data, wearable devices and artificial intelligence, and the emphasis on application scenarios in the medical and health field have also provided technical means for 5G+ "three early". Many colleagues in the industry feel that we must seize the once-in-a-lifetime historical development opportunity.

　　On the other hand, the challenge we face is that there is no ready-made model for reference, and it is difficult to innovate. As the name implies, "health management project" is called "project", which needs to be implemented, and there are still many unresolved technical problems in the process of promotion. In addition, our professional and technical team should focus on health from the past. According to the demand characteristics of the new service model, we should establish the awareness of active health and attach importance to service, make it clear that everyone is the first responsible person for their own health, and improve public health literacy. Specific to the action, it is necessary to increase the training of professional and technical teams, including the training of a large number of health managers and community health assistants. Regularly hold pilot seminars to share and promote advanced experience nationwide, accelerate the implementation progress, and help the Healthy China Action. (Intern reporter)
Huang Jiong Rui, reporter Zhang Ke, design Yan Ni, proofread Li Yingzhuo)

　　Chinanews. com client Beijing, January 6 (Reporter Shangguan Yun) "It’s cold and cold, frozen into a ball." As can be seen from the name, a major feature of the slight cold solar terms is "cold". It is the fifth solar term in winter, and the time is between January 5 and 7 of the Gregorian calendar. It is generally believed that slight cold marks the coldest day of the year.

　　Data Map: During the slight cold season, Jiayuguan City, Gansu Province ushered in a heavy snow. Photo by Shi Yonghong

　　Slight Cold Solar Term and "24 Hua Xinfeng"

　　In chronological order, slight cold is the 23rd solar term among the 24 solar terms, and it is also the end of the second month of the Ganzhi calendar and the beginning of the ugly month. At this time, the sun is located at 285. For China, it was around the "March 9th" and the temperature was extremely low.

　　The origin of the name of the slight cold solar term is recorded in twenty-four solar term: "On the December Festival, the cold is still small at the beginning of the month, so it is cloudy and the half moon is big."

　　In fact, slight cold, like severe cold, slight summer heat, severe summer heat and summer heat, is a solar term that indicates the change of temperature. When slight cold arrives, it means going out on the ice for three or nine days.

　　In ancient China, people took five days as a waiting period and three days as a solar term. Every winter comes and spring comes. There are 24 seasons in the eight solar terms from slight cold to Grain Rain. Every season, some kind of flower blooms, so there is the saying of "24 Hua Xinfeng".

　　Twenty-four times Hua Xinfeng is also called twenty-four winds. Volume I of "Show Numerous Dews" wrote: "When flowers bloom in March, the wind is famous and flowers believe in the wind." Specific to the slight cold, it is "one plum blossom, two camellia, and three daffodils".

　　Data map: The picture shows the plum blossoms that are proud of snow. Photo by Meng Delong

　　Ice play, enjoy the plum blossom … … Xiao Han can still live like this.

　　Although it is very cold in winter, there are still many fun games, such as skipping rope, kicking shuttlecock and rolling hoop … … It’s fun and can exercise. If it snows, it will be better. People in calling friends will have snowball fights and make snowmen together, and soon their blood will be smooth and their whole bodies will be warm.

　　In addition, the ice age is long in winter, especially in some areas in the north, where the river is frozen thick, people will prepare "ice beds" and play on the ice. Those who are more daring put on skates and race on the ice, which was called ice play in ancient times.

　　For example, Yiqingge Miscellaneous Copy records many old customs in Beiping, which reads: "In the Ming Dynasty, those who tasted good deeds in Jishuitan, joined more than ten beds, took baskets of wine and utensils, spread them on them, and drank ice, which was also full of fun."

　　Mutton soup, glutinous rice: What kind of food do you prefer?

　　During the slight cold season, it used to be the busiest time for old Chinese medicine practitioners and traditional Chinese medicine pharmacies: all the pastes cooked in winter were eaten almost. At this time, some people will cook a little more and eat it before and after the Spring Festival.

　　Data Map: The Laba Festival in 2017 just met the slight cold solar terms, and Beijing ushered in snowfall. Zhongxin.com reporter Li Qingshe

　　In order to resist the cold, people’s daily diet also focuses on choosing warm food. For example, mutton can be made into mutton soup, braised mutton and other delicacies, which are very popular.

　　In addition, according to "Miscellanies of Jinmen", there was a custom of eating yellow sprouts in Tianjin in the old days. "Yellow sprouts" are made of Chinese cabbage buds, which are delicious and crisp. At that time, the supply of fresh vegetables in winter was very limited, which was considered as a delicious food in winter.

　　Old Beijing pays attention to eating hot rice and mutton noodles. As the name implies, "hot rice" should first take chopped green onion and then put vegetables, soup, rice and other things into it for cooking. After cooking, it is also fragrant. (End)

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.

On November 29th, Yang Yinfen, the helm of Liangpin Shop, sent an internal open letter to all employees:Firing the first shot of "reducing prices without degrading quality"

It clearly puts forward:The largest price adjustment since the establishment of Liangpin Store in 17 years, the average price reduction of more than 300 sharp goods and explosive products was 22%, with the highest drop of 45%, focusing on snacks with cost optimization but no impact on quality and high repurchase rate.

Good shops wield knives inward, which is the same as the problems encountered by many brands that take the quality route at present: the consumption habits are changing with the naked eye: both necessary and necessary. Both the price and the quality are good.

At present, like Box Horse and Anta, good shops have to fight a tough battle. On November 27th, Liangpin Store held the second extraordinary shareholders’ meeting in 2023, and Yang Yinfen, one of the founders of Liangpin Store, was elected as the chairman and general manager of the company. Yang Yinfen took office, the first knife cut down the price at the same time, the internal repeatedly stressed:The price will "go down" and the quality will "not go down".Good shops will never be low-quality and low-price, but adhere to the high-quality route and return to the initial heart of "the quality of conscience, everyone’s shop".

Can a good shop go through the cycle again through drastic reforms?

Return to "everyone’s shop" and be "delicious but not expensive"

On Yang Yinfen’s desk, there are several hot snacks such as nuts and dried bamboo shoots, and different brands of small packages are marked with different prices.

The smell of price war pervades the general manager’s office.

Yang Yinfen’s mind is highly vigilant about the word "price comparison". Price comparison is a price war.

Before the establishment of Liangpin Shop, Yang Yinfen worked as the general manager of Kelon Electric Appliance Branch. The price war broke out at the earliest time in China, and the most tragic one was in the home appliance market, which violated business common sense and made profits thinner than blades.

Yang Yinfen, who rolled out from the price war of home appliances, is more willing to jump out of the price war to see this competition-

"In the era of rational consumption, letting consumers benefit is the optimal solution. The price adjustment of good shops is an adjustment made in response to changes in the external environment and consumer demand. Enterprises must go to the right place alive, reduce prices without degrading quality, and squeeze water from the supply chain and operation and management costs. "

This year, flat replacement products are very hot. The consumer psychology behind the popular word "Pingwei" is that,Consumers want goods with lower prices but the same quality.

Yang Yinfen said that competition makes them see their own problems more clearly, that is, consumers feel that good shops are "expensive". Now, the good shop will return to "everyone’s shop".Let consumers feel that "delicious is not expensive."

Why do good shops make consumers feel expensive?

In August this year, a duck tongue with a price of 528 yuan per kilogram was complained by customers that it was expensive. Later, some media compared 11 duck tongues on the market, and the most expensive one was 798 yuan per kilogram. Compared with the leisure snack brands on the same track, the price of good shops was the lowest, and the duck tongue products on the market were expensive, mainly because the raw materials of finished duck tongues raised the price.

From the consumer report, on September 13, 2023, WeChat tweeted, "Comparison of 11 duck tongues, the most expensive is more than 700 yuan a kilogram, how to choose between price and quality? 》

Nuts, seafood, beef and other categories are all facing this practical problem, because raw materials have raised the overall selling price, giving people this feeling of "expensive".

There are also some perceptions of conduction in business operations: the price tag of good shops and stores has only a single catty price for a long time, without any conversion expression, such as the price tag in Sam will directly convey the price of a small bag, and there are some publicity messages to weaken the impact of the catty price on consumers. In addition, although the price tag of good shops is "Jin price", the cash register system is "kg price", and young consumers "feel bad after seeing the small ticket".

The combination of the above factors makes consumers feel the pain of "price backstab". Behind it, it is also a signal of great changes in consumer psychology-under the economic cycle, consumption power has undergone structural differentiation. In the past, consumers were willing to pay a premium for quality, but now they need goods with a more "quality-price ratio".

Only reduce the price, not lower the quality.

New changes have taken place in the industry.

China’s first discount snack player’s wife appeared in Zhejiang in 2010, but the discount snack shop opened in the past two years, actually stepping on the current economic cycle.

The White Paper on Hard Discount of Snacks in China shows that the discount snack shops sinking into the community are 20%-40% cheaper than traditional retail stores; Average single consumption is 30-50 yuan.

Yang Yinfen said that good shops take the route of high-quality snacks, the cost of raw materials, the input cost of all links in the supply chain, quality control standards, etc., so the price is higher than that of discount snacks; However, if the price is adjusted again, the good shops will not become discount snacks. "The business models are different, the operating costs are different, the brand positioning is different, and the industry ecology is different. Even if it falls to the price of discount snacks, it will not solve our problems."

What is the problem with good shops? "Under the business philosophy of insisting on making high-quality snacks, there is no internal balance between price and quality, and some qualities that consumers don’t care about have caused misunderstandings to consumers. Now, we must optimize these unnecessary costs and return to competitive pricing. "

Back to competitive pricing, but the good shop drew a red line for itself-only price reduction, not quality reduction. Under this red line, optimizing unnecessary costs and cutting off worthless waste become the key.

What is worthless waste?Reflected in the quality control, it is necessary to control the quality that consumers really care about and squeeze out unnecessary costs, taking the quality route, but the products are not so expensive.

Taking nut products as an example, as raw material-based products, in the past, good shops required suppliers to purchase raw materials with specified specifications in the market, and the procurement cost remained high due to high grade.

Now, on the one hand, good shops bring the purchase of bulk nut raw materials into the direct mining system with suppliers, on the other hand, they change the strategy of raw material acquisition, carry out unified market mining, and then classify raw materials. Use different types and grades of raw materials to make different types of products.

Taking macadamia nuts as an example, products with different specifications are used to produce canned nuts, bagged products and comprehensive nuts. Small fruit has the advantage of high kernel opening rate and fullness, so it is used in comprehensive kernel products. By maximizing the use of raw materials, the price of each type of products has dropped by 5-10 yuan.

Another kind of raw material products has also found a way to reduce costs. Dried mango, as one of the explosive products of good shops, has been deeply loved by consumers. Dried mangoes used to be purchased from abroad and transported to China for processing, and there was a waste of raw materials in the middle. This year, good shops have greatly reduced the transportation costs of fresh fruit imports and the waste of finished products by supporting suppliers to set up factories overseas.

In order to achieve "price degradation, quality does not degrade",Yang Yinfen also set up a "Maori red line" internally, and once it is higher than the red line, it will "all fight back".At the same time, the internal cashier system is being tested: quickly identify the gross profit of 1600 items, and the cashier system cannot settle accounts above a certain proportion. In this way, internal teams are forced to reduce intermediate costs and improve management and operational efficiency.

To reduce the price, it is necessary to let consumers feel it.

Since July this year,Good shops began to explore the new pallet structure, and finally realized that the products with popular price and drainage products accounted for 80% of the total.

For this pallet structure, Yang Yinfen elaborated like this-

"The high-quality route goes up, the selection standard is the highest, and it is better to eat, healthier and fresher; Intermediate layer, which sets down the standards that consumers don’t care about in raw materials and auxiliary materials to meet the price requirements of consumers; The most cost-effective product at the bottom is a product that gives consumers thoughts. The key point is to cover young people who agree with the brand and provide them with more and better choices. "

This strategy focuses on differentiated competition. Under the growth flywheel formed by "low gross profit, high turnover and large scale" of discount snacks, homogenization competition is a fatal injury, only to see who is cheaper and who is in a better position. Good shops should build competitive barriers through differentiated innovation, so that consumers can feel that good shops are "delicious and not expensive".

Crispy pancakes sold for 200 million yuan in 2021. The special feature of this product is that 18% fresh potatoes are added to the formula, which makes the biscuit have a unique aroma and taste. This potato is a good product. The shops and suppliers compared the potatoes from all producing areas in China, and after more than 300 experiments, they selected Tengzhou potatoes in Shandong. Tengzhou potato has a high degree of standardized planting, which is convenient for machine peeling and saves costs greatly. The seasoning of crispy pancakes is exclusively provided by a Thai company, which keeps the unique taste.

Because of the scale effect due to the high basket-lifting rate, good shops have long ago hit the gross profit margin of this product to the lowest, and the 300-gram product sold for 12.9 yuan, making it a differentiated "explosive product". At present, the price of 1.32kg products of the same type in Sam is 59.8 yuan, which translates into 22.65 yuan per catty and 21.5 yuan per catty for good shops.

Yang Yinfen said that good shops should make more differentiated "low-priced explosives" like crispy pancakes. Low-price sales is not to engage in absolute low prices, but to make a step on the actual needs of consumers, to give consumers more than expected prices, and to bring more than expected experiences.

In some new products with explosive potential, "scale first, then profit" will enhance the purchasing scale and bargaining power of good shops and provide consumers with more products with high quality and price ratio.

Except for a few areas and special stores, nuts such as macadamia nuts, pine nuts, pistachios and cashews, meat snacks such as pork breast, duck neck and roasted sausage, and explosions with high repurchase rate such as spicy strips, dried beans, bread cakes and melon seeds are now the main force to reduce prices.

Taking nuts as an example, the price reduction of macadamia nuts, pine nuts, almonds and other nut products after price adjustment is up to 40%.

The pork jerky with the first order rate is the key product of this price adjustment. The price of the classic pork jerky is lower than that of Sam, Boxma, 89 yuan, Sam, and 65 yuan, a good shop. A bag of 60g hand-torn preserved meat, membership price of 5.9 yuan, dropped by 40%.

It is not difficult for customers who often visit good shops and stores to find that nearly 30 products of bread and cake products have membership prices: take scattered waffles as an example, the decline is 38%, and rye toast (300g), whole-wheat toast with red dates (300g) and low-fat whole-wheat toast (170g) are all frequently purchased.9.9 yuan……

Now, when we walk into the good shops, there are more explosive snacks that are lower than those in 9.9 yuan, and the prices of these hot snacks such as ganliren, kelp and dried mango are all down. The current membership price of another explosive product, Flandy Strawberry Dried, is only 49.9 yuan/kg, down 40%.

The price of crisp dates (35g), which has sold hundreds of millions of bags and been "stamped and verified" by numerous foodies, was also transferred from 7.9 yuan to 5.9 yuan for one bag.

Yang Yinfen said that the price reduction is below 20%, and consumers don’t feel much. "Everyone thinks you are expensive, so you must change, stay the same, and you will die."

The bottom line of price reduction comes from the improvement of supply chain efficiency

"This is a major business change for the company." Yang Yinfen said that good shops must ensure that they are still at the poker table in the future.

According to the consulting data of Ai Media, from 2010 to 2022, the size of the snack market in China will increase from 410 billion yuan to 11,654 trillion yuan, and it will maintain a steady growth trend in the next few years.

The plates in China snack market are expanding, but the channel reform is fierce, and the market share of good shops is shrinking. According to the data of Euromonitor and China Merchants Securities, in 2022, the market share of good shops is 1.6%, and the number one Mars is only 3.5%. The snack market is very scattered, and there is no scale effect.

In such a short time, there are so many discount snack shops in the market, and the attack speed is so fast, just like Ali and JD.COM looked down on Pinduoduo in those days. Now, the market value of Pinduoduo, which started from the low-end market, is four times that of JD.COM. Will such "low-end subversion" happen in the snack circle?

The exterior is changing vigorously. Where should the good shops go in the future?

Yang Yinfen believes that there is a certain capital bubble in the snack industry. There are 18 snack brands in a county. Is it that the enthusiasm of China consumers to eat snacks has suddenly increased by four or five times? The snack industry earns hard money, noThe low price supported by profit cannot be copied and sustained, and then there will be a elimination period and a cooling-off period.

Good shops have their own way to go.

According to the third quarterly report of Liangpin Shop, 291 new stores were opened in the third quarter, and the sales in South China, Southwest China, North China and Northwest China all achieved double-digit growth, and the sales of direct retail business increased by 35.33% year-on-year.

By opening a store to seize the blank market, expand the scale, gain sales growth, further improve efficiency and reduce costs. Yang Yinfen said that under the current competitive situation, good shops give priority to revenue growth, reduce profit requirements, and benefit consumers and cover a wider range of people by integrating supply chain resources.

Yang Yinfen frankly said that this competition made him see that there is still room for improvement in supply chain management of good shops, and good products need to be upgraded again.

All recessions are essentially replaced by lower-cost and more efficient models. Yang Yinfen, who rolled out from the price war, has a clear understanding of this. A good shop that is about to enter the age of 18 needs a new supply chain revolution to complete the "adult ceremony".

"We are not afraid of being caught, and what can’t kill us will make us stronger." Yang Yinfen said.

To be friends with consumers, this "supply chain revolution" must be fought down.

At present, it is not only good shops that are making large-scale price adjustments to cope with this change in the retail industry.

During this period, the box horse fresh played the "moving mountain price", which set off the prelude of the box horse reform. The low price of "moving mountains" mainly comes from the reform of supply chain.

The low price of discount snacks comes from low gross profit, high turnover and large-scale opening of stores. Through opening and joining, it can expand rapidly, make large-scale sales and form an absolute right to speak on the price of suppliers.

Yang Yinfen said that good shops and discount snacks are two completely different species. Discounting snacks is a channel logic, not a supply chain, not producing snacks, but a supplier. Good shop is channel+product logic, which has established a long industrial chain that goes straight back to the origin of raw materials. It is determined by the self-operated model that packaging should be designed, research and development should be done and product quality standards should be made.

The two have formed different price logic, and the methods of squeezing water from the supply chain are also different.

The way for a good shop is to squeeze water from lean management, save costs, and get rid of all wastes that customers think are worthless, so that every partner in the industrial chain can become a participant, contributor and beneficiary of reducing costs and increasing efficiency.

Back to the key question, why can good shops concentrate on reducing prices in a short time and directly benefit consumers?

On the surface, this is a price war, but in essence, it is a supply chain revolution. The key to winning is who has the ability to fight this supply chain revolution, and who has the ability to fight can truly reduce prices without degrading quality.

Squeezing water from the supply chain is a game of discourse power, cost control, product quality, production efficiency and commercial efficiency. To obtain a reasonable and competitive cost and have sufficient control over the supply chain, the core is to get the advantages of the whole chain, not just one port.

There are 330 suppliers of good shops. To control such a huge supply chain network and achieve a breakthrough requires long-term accumulation and upstream and downstream capabilities of the entire supply chain.

Yang Yinfen told suppliers that this industry is undergoing profound changes, and all walks of life are involved. If you don’t, you will be swept away by others. But this kind of roll is definitely not the ultimate squeeze on suppliers. "Suppliers are insecure and people don’t play with you." Yang Yinfen said.

This revolution began as early as 2020, and the strategic goal of the good shop this year was to form a breakthrough in cost audit. Help suppliers improve their lean management capabilities through 12 dimensions, such as job standardization, automation and continuous flow operation. In that year, good shops visited nearly 30 suppliers, and the procurement cost of suppliers decreased by 19.13 million. In 2021, the cost was reduced by 23 million.

The data accumulated in this large-scale audit provides an important reference for cost pricing, and the good shop has established a cost database and a set of digital management system for managing supply chain costs.

Still in 2020, the good shop promoted the factory to send the "seven-day fresh" model directly, and it took only seven days for nuts to be placed from order to harvest every day, which greatly improved the freshness. Good shops broadcast live in the factory, so that consumers can see the improvement of speed and efficiency with their own eyes. The conversion rate has increased by 102% and the repurchase rate has increased by 89%. The factory direct delivery mode saves 6 million yuan in logistics cost one year. Now, this mode is fully promoted in the supply chain system of good shops. And the premise of promotion lies in:

All factories that produce "7-day fresh" products need to meet a strict condition-on this single product of comprehensive nuts, the qualified rate of arrival in 2019 can reach 99.5%, that is, no more than 5 defective products per 1,000 pieces. In addition, the good shop also reached an agreement with the factory-the factory authorized to open the monitoring of the production process to the quality control personnel of the good shop and implement cloud monitoring for every link.

The explosion of over 100 million pieces of fragrant iron eggs dropped by 23% this time, and the space for price reduction was dug out from lean management. Under the guidance of the good shop, the supplier saved 1.05 million yuan a year by optimizing the production equipment, changing the method of peeling eggs, upgrading the packaging technology, and introducing color sorters instead of manual selection of "flower eggs". At present, the price per catty of this product is 39.9 yuan, and 92g of the box of Ma Xiang halogen iron eggs in bags is 9.9 yuan, which translates into a price per catty of 53.8 yuan.

The logistics carton of the New Year Festival has been reduced by 18.4% in 2022. Can it be squeezed further this year? The good shop will disassemble the packaging box, dig it one by one and adjust it one by one. It is estimated that the cost will be reduced by 8.62 million yuan in 2024.

In the end, these little costs are reflected in the price reduction of products and the benefits are given to consumers.

Where is the difficulty in the price reduction reform of good shops?

"It is necessary to further build consumers’ quality mentality for good shops; And be alert to the inertia of internal system operation. " Yang Yinfen said:"Snacks are popular products. What we do is the business of people who love life and enjoy the quality of life. The key for us to be friends with consumers is to ensure quality, and never make low-quality and low-priced products. Always remember that our initial intention is to be "the quality of conscience, everyone’s shop."

Contributor: Cai Yudan

Editor in charge:

Beijing News Shell Financial News (Reporter Wang Linlin) On November 17th, the new BMW 5 Series long wheelbase version of BMW Group was launched in the world at Guangzhou Auto Show. The new car will be listed at the end of January 2024 and delivered one after another.

The new BMW 5 Series long wheelbase is a customized model in China market, and the BMW Group claims that it has the ability to expand to L3-class automatic driving; In addition, the new BMW 5 Series applies L2+ intelligent driver assistance system and is equipped with BMW’s first automatic lane change function with line-of-sight confirmation. In addition, the BMW 5 Series introduced pure electric vehicles for the first time, and the BMW i5 adopted the fifth-generation BMW eDrive electric drive technology and BMW’s latest charging technology; The launch of BMW i5 also means that the pure electric products of BMW Group cover almost all major market segments.

In the first 10 months of this year, the sales volume of BMW pure electric vehicles in the domestic market increased by 211% year-on-year to 78,568 vehicles. In terms of charging infrastructure, by the end of October 2023, BMW’s public charging network had connected more than 580,000 public charging piles nationwide; In August this year, the BMW Super Charging Station project, which is open to all brands of electric vehicles, was officially launched. BMW plans to cover nine cities including Guangzhou within three months, and it is estimated that about 50 stations will be completed by the end of 2023.

Editor Song Yuting

Proofread Junyan Zhang

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The Jaguar XFL is an elegant and dynamic luxury sedan with a recognizable front design. The iconic leopard-eye LED headlights combined with a sophisticated air intake grille reflect the noble lineage of the Jaguar family. The overall lines are smooth and the body proportions are coordinated, giving a perfect blend of power and aesthetics. Its exterior design not only pursues movement, but also pays attention to the delicate handling of details, highlighting Jaguar’s persistent pursuit of luxury and performance.

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Summarizing the owner’s evaluation, the Jaguar XFL managed to win his favor with its elegant appearance and coupe body design. He emphasized the differentiation of this model from modern electric vehicles, especially the British green gold-plated version, which not only enhances the sporty feel, but also happens to be in line with his personal preference for dark tones. This Jaguar XFL clearly satisfied his dual needs for car aesthetics and performance, making it the ideal vehicle for his journey.

On Autohome Dongguan Promotions Channel, we bring you exciting news that this luxury model is in the midst of a lucrative promotion. Currently, consumers in Dongguan are fortunate to enjoy up to 30,000 yuan in cash, making the already high-profile Lexus RX even more attractive. The minimum starting price has been reduced to 375,000 yuan, which is undoubtedly a perfect opportunity not to be missed for you who have a car purchase plan. If you want to know more details and get a higher discount, just click on the "Chatti Car Price" quote form below to take action now and let your luxury journey start here!

With its sophisticated exterior design, the Lexus RX shows the perfect combination of luxury and sports. On the front face, the iconic spindle grille highlights the family’s characteristics, and with sharp LED headlights, it gives the vehicle a strong visual impact. The body lines are smooth, blending power and elegance, and the overall style is both refined and dynamic, reflecting the ultimate pursuit of detail by the Lexus brand. No matter from which angle, the RX shows its unique charm and luxury temperament.

The Lexus RX attracts the eye with its exquisite craftsmanship and elegant side design. The body size reaches 4890mm*1920mm*1695mm, and the wheelbase is up to 2850mm, creating a spacious and comfortable interior space. The smooth lines on the side of the car show the elegance and power that Lexus has always had. The tire size is 235/60 R19, which is unified front and rear, and is matched with a delicate wheel design, which not only enhances the driving performance, but also enhances the visual effect of the overall appearance.

The interior design of the Lexus RX pays attention to detail and luxurious texture, creating an elegant space atmosphere with exquisite craftsmanship and exquisite materials. The steering wheel is made of genuine leather, providing a comfortable grip, supporting electric up and down + front and rear adjustment to ensure the comfort and convenience of the driver. The center console is equipped with a large 9.8-inch touch screen, which integrates multimedia system, navigation, telephone and air conditioning control. The interface is intuitive and easy to operate.

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Original, Wang Shuaiguo, Economic Observer

Landmap Dreamers are facing a much narrower MPV market, and there are a large number of luxury and joint venture competitors competing for the market cake. In this context, can Landmap Dreamers really "realize their dreams"?

Author: Wang Shuaiguo

Seal picture: official website picture

Lantu cars are "desperate" on the road to high-end. When the first car, Lantu FREE, was far from opening the market, a second car, Lantu Dreamer, was launched.

The Landscape Dreamer is an MPV, and its pre-sale price is beyond many expectations. The pre-sale price of the seven-seat version is 380,000 yuan – 480,000 yuan, and the pre-sale price of the four-seat version is 600,000 yuan. The new car is expected to be officially launched in the second quarter, and deliveries will start as soon as July.

380,000 start, up to more than 600,000 yuan, has never before had any independent brand models can be sold to such a high price range.

It is well known that Landu’s first car, Landu FREE, is targeted at medium and large SUVs, which is a relatively popular market, but even so, Landu FREE did not sell well.

In contrast, Lantu Dreamers faced a much narrower MPV market, and there were a large number of luxury and joint venture competitors competing for the market cake. Under such a background, could Lantu Dreamers really "realize their dreams"?

The product route is questionable

Before the Dreamer, Lantu Auto launched its first model, Lantu FREE, in June last year. The car is positioned as a performance-level intelligent electric SUV, focusing on high-end configurations such as extended-range power and air suspension. It is the first self-owned brand passenger car model of Dongfeng Motor Group priced more than 300,000.

Landmap officials are full of confidence in the first car. However, the market performance of Landmap FREE did not meet expectations, and sales continued to decline shortly after its launch. From December 2021 to February 2022, the delivery of Landmap cars fell from more than 3,000 to more than 700. In March, the delivery of Landmap cars rebounded to 1,400. After half a year on the market, the cumulative delivery volume was barely over 10,000. In addition, Landmap has not yet released the delivery data for April.

The reason is that Dongfeng Motor Group has always lacked the genes to build a high-end brand, and Lantu’s own brand positioning is vague, which has made Lantu FREE cold in the popular SUV market. As a comparison, the same as the extended-range electric SUV, the ideal monthly delivery volume of ONE reached the highest 10,000 units, and even the sales volume of Cyrus, which was not optimistic before, exceeded 3,000 units in March and April. Lantu FREE became a de facto "loser".

Just as the first model, Lantu FREE, had not yet established itself, Lantu cars rushed into the MPV field, which made the industry question its product route. There are even opinions that Lantu’s move is to "change the track".

In this regard, Lantu Automobile CEO and CTO Lu responded on Weibo on the second day of the Dreamer’s pre-sale in early April, proposing that there are many pain points and needs in the domestic MPV market, including consumers’ high requirements for low-carbon travel and intelligence; consumption upgrades, the demand for multi-person travel brought about by changes in China’s family structure; most MPVs in the market have safety hazards, and the driver’s seat and second row comfort are not enough.

"We are both enterprises and users, we understand these pain points and needs, and we want to provide solutions," Mr. Lu said.

"Landmap believes that the market needs a travel product that can reflect the corporate image, but also comfortable and safe enough to meet the needs of reception, commuting and business trips, and provide a full-scene comfortable experience. However, in the current market, there is no MPV that is truly comfortable and safe, and even most MPVs cannot reach the passing line." At the same time, with the emergence of more and more families with two and three children, the requirements for vehicles for family travel are also getting higher and higher. However, when cars and SUVs have fully entered the era of intelligence and electrification, MPVs are still stuck on the traditional fuel platform of the last century.

Based on this judgment, Landmap Dreamer targets its audience at "high-end business people who pursue low-carbon travel and new backbone who pursue technology and comfortable family travel experiences".

According to Lantu officials, Lantu Dreamer started pre-sale on April 7, and as of April 9, orders have exceeded 3,000 units. Compared with Lantu FREE, which received 3,689 orders in 43 days, the development prospects of Dreamer seem to be better.

Some of the orders received so far have made Lantu Auto have positive market expectations for Dreamers. "We are full of confidence in sales, and at the same time, we also pay more attention to the user experience than sales. The advantage experience of smart electric vehicles compared with traditional fuel vehicles is completely out of date. We look forward to exploring and leading this consumption trend with consumers who embrace smart electric technology," said the above-mentioned Lantu insider.

Crowded MPV market

Whether the MPV market is a new blue ocean that is about to break out, or whether the market is still a small marginal field, there has been controversy in this industry.

The development of the domestic MPV market has experienced a trough in recent years. Public data show that since 2017, domestic MPV sales have continued to decline. By 2020, the annual sales volume has only 1.054 million, only 40% of 2016.

This is not unrelated to the decline in the overall domestic auto market. However, the continuous decline in the willingness of young people to marry and have children has also become an important driving force for the decline in sales of MPV models with large space and high fuel consumption. However, based on the rise of the domestic middle class and the emergence of consumption upgrades, as well as the introduction of the national "three-child policy", some industry experts believe that the MPV market, especially the mid-to-high-end MPV market, is about to explode.

Zhou Lijun, president and chief analyst of the Easy Car Research Institute, said that in 2020, the increase in demand for the domestic car market has accounted for 60% of the total consumption, and this trend will accelerate in the future. Because the main group of people buying cars in the Chinese market is not young people, but middle-aged people with old and young people, especially those with two children at home, they will be more suitable for buying MPVs.

In 2021, there have indeed been several waves of MPV models coming together in China. For example, at the Chengdu Auto Show held at the end of August of that year, GAC Toyota, Dongfeng Yueda Kia (now renamed Kia Automobile) and Beijing Hyundai launched three joint venture brands, Saina, Ka Hua, and Kusitu. Three fuel MPVs were launched at the Guangzhou Auto Show in November. At the same time, Lantu Dreamer, SAIC MAXUS MIFA 9, and Hechuang Automobile’s electric MPV concept car Concept-M.

Driven by these new models, domestic MPV model sales in 2021 stopped falling and rebounded. According to data released by the China Association of Automobile Manufacturers, China’s MPV sales reached 1.055 million in 2021, an increase of 0.09% year-on-year. However, the results of 1 million cars only accounted for 4.02% of the country’s total automobile sales, and MPVs were still on the edge of the automobile market.

From January to March this year, the cumulative sales of domestic MPV models 204,000, down 7.8% year-on-year. During the same period, the sales of cars and SUVs rose by 8.4% and 10.4% year-on-year respectively, and the MPV market does not seem to be showing signs of breaking out. Some market participants said that in the case of the epidemic affecting the income of ordinary people, compact cars and SUVs are once again sought after by consumers, and the sales prospects of high-end cars and large cars are not ideal.

In the narrow MPV track, Lantu dreamers want to cut their way through the cracks of strong opponents such as Buick GL8 and Toyota Saina. Whether it is "courageous" or "reckless" is also full of controversy.

600,000 yuan worth of "Mystery Confidence"

For many years, the mainstream price range of independent brand models is concentrated below 300,000 yuan. More strictly speaking, below 200,000 yuan is the mainstream price range of independent brands. But in the past two years, with the rise of independent brands and the emergence of new energy high-end brands, prices have gradually developed upward.

For example, the high-end brands represented by Geely Lynk & Co and Great Wall Wei brand broke into the price range of more than 200,000 yuan. And the new energy brands represented by NIO and Ideal have further broken through the high-end market above 300,000. Some models have exceeded 500,000 yuan, such as NIO ES8 to 600,000 yuan, Lynk & Co 09 also reached 400,000 yuan.

Lantu brand is also one of the new brands that follow the trend of independent brands to develop new energy high-end, and it also has the impulse of brand upward and price upward. But from the pre-sale price of Lantu Dreamers, 380,000 yuan starts to 600,000 yuan, not only does it have a large price span, but compared with the price of Lantu FREE 313,600-373,600 yuan, it is almost "leap-up", and there is a huge price gap between the two. Therefore, what does Lantu Dreamers use to support their worth of 600,000 yuan?

There is a view that the pre-sale of Lantu Dreamer for 600,000 yuan is just a symbolic meaning, highlighting the brand height, and the real volume is the model in the 400,000 yuan range. But even so, Lantu Dreamer still has many difficulties in convincing consumers to pay. Its first task is how to convince consumers not to choose Buick GL8, Toyota Saina, or Mercedes-Benz V, Lexus LM, but to choose an independent electric MPV.

From the perspective of product hard power, the length, width and height of the Landscape Dreamer are 5315mm, 1980mm, 1810mm, and the wheelbase is 3200mm. As a comparison, the above four parameters of the Buick GL8 ES Lu Zun are all smaller than those of the Landscape Dreamer. Therefore, in terms of interior space, the Landscape Dreamer is slightly better. However, the larger size also increases the difficulty of turning and parking for the Landscape Dreamer.

In terms of power, the Lantu Dreamer, like the Lantu FREE, adopts an extended range and pure electric dual-power layout. The extended range version adopts the 1.5T four-cylinder extended range internal combustion engine developed by Dongfeng, with a maximum power of 185 horsepower and a total power of 395 horsepower for the front and rear axle motors. The dual-motor pure electric version has a total power of 435 horsepower and a 100-kilometer acceleration of 5.9 seconds. The Buick GL8 ES Lu Zun uses a 2.0-liter inline four-cylinder turbocharged engine with a maximum power of 237 horsepower. In comparison, the power parameters of the Lantu Dreamer comprehensively surpass the Buick GL8.

In terms of chassis performance, the Lantu Dreamer is equipped with an aluminum alloy front double wisharm, rear five-bar linkage, and adaptive air suspension chassis. The 2022 Buick GL8 ES Luzun uses a front-enhanced McPherson suspension and a rear four-bar independent suspension chassis system. In contrast, it is clear that the front and rear suspension configurations of the Lantu Dreamer are better, and due to the presence of air suspension, the Lantu Dreamer has better vehicle passage and convenience of getting on and off the vehicle (the vehicle chassis can be adjusted from the ground).

In terms of technology selling points, Lantu Dreamer focuses on air suspension, CDC (continuous shock absorption control system) and "magic carpet function". The "magic carpet function" refers to the vehicle’s ability to use intelligent technology to monitor and analyze road conditions in advance, give real-time feedback and adaptively buffer shock absorption. Officials claim that this function is "superior to luxury brand MPV models such as Lexus LM and Mercedes-Benz V-Class".

In addition, Lantu Dreamer also has zero-gravity wide-fit seats, three-zone smart air conditioners, baby-grade skin-friendly fabrics, Danah sound system and other configurations, 26 intelligent driving auxiliary features, ECALL collision intelligent rescue system and OTA upgrade functions for the whole vehicle. In this regard, the 2022 Buick GL8 ES Lu Zun is also rich in configuration, and the two seem to be on par.

The above-mentioned Lantu automotive insider told the Economic Observer Network that compared with the existing luxury MPVs on the market, Lantu Dreamer has built its core competitiveness of "electrification" and "intelligence".

In terms of electrification, Landmap Dreamer is the world’s first dual-power new energy MPV. Among them, the pure electric version solves the licensing problem in first-tier cities, and the super-extended range version completely eliminates mileage anxiety while bringing pure electric quiet experience and low fuel consumption. In terms of intelligence, Landmap Dreamer is built on ESSA’s native intelligent electric architecture, the world’s first Gigabit 5G vehicle network, and has L2 + level intelligent driving assistance capabilities.

Overall, with multiple advantages such as size, power, and chassis configuration, Lantu Dreamer has abandoned the low-price strategy used by its own brands in the MPV market, and adopted a breakthrough strategy of competing with luxury and joint venture models with the strength of the whole vehicle. In other words, Lantu wants to "redefine the high-end luxury MPV".

But the problem is that the good reputation and inherent image accumulated by Buick GL8, Mercedes-Benz V-Class and other models in the market for a long time are like an insurmountable wall. It is not easy for Lantu dreamers to bypass or break this wall.

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Original title: "300,000 SUV has not sold well, how to sell 600,000 MPV?"

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