Legendary shipbuilding "flagship" is difficult to continue the legend

In the brutal competition in the military market, survival of the fittest is an eternal law. With the passage of time, there are always some old military enterprises that will be eliminated by the times.


Just last year, Harland Wolf Shipyard, which has a shipbuilding history of more than 150 years, was exposed to be on the verge of bankruptcy. Once this news was announced, it quickly caused waves in the military industry.


Speaking of Harland Wolf Shipyard, most people may not know much about it, but when it comes to the famous cruise ship Titanic, almost everyone knows it. This luxurious cruise ship, which exudes romance and sadness, was born in Harland Wolf Shipyard.


After the baptism of two world wars, Harland Wolff Shipyard is second to none not only in the field of civil ships, but also in the manufacture of warships. Since the establishment of the shipyard, more than 170 warships of various types have been produced, and many famous warships such as the "awesome" aircraft carrier and the "Befast" cruiser have been built successively. After World War I, Harland Wolfe Shipyard once became a pillar enterprise of British military industry.


However, since the 1990s, the British navy began to drastically reduce its establishment, the shipyard lost the strong support of the state, and its former glory gradually faded away. In the new century, Harland Wolfe Shipyard has taken the initiative to change, but with little effect, and had to formally announce its farewell to the shipbuilding industry. In this issue, let’s approach Harland Wolf Shipyard and read the story of the rise and fall of this century-old famous enterprise.


From wooden deck to iron deck, the door to success is "bumped" by technological innovation.


Befast, a coastal city in the northeast of Northern Ireland Peninsula, has dozens of kilometers of coastline and the largest local seaport, Befast Port. Its unique geographical advantages once made this ancient city a world shipbuilding center, and the famous Harland Wolf Shipyard is located here.


Toggle the hands of the years, and time goes back to 1858. At that time, Britain took the lead in completing the first industrial revolution, and the fire of technological revolution ignited the passion of countless entrepreneurs. Many people hoped to seize the opportunity to do something. Under this background, Edward James Harland, general manager of a small shipyard, came up with the idea of starting a business. With all his assets, Harland bought a shipyard from his employer, and he believed that with his own ability, he would definitely make a career in the British shipbuilding industry.


However, the reality is far from what he imagined. At that time, British maritime trade entered the golden age of vigorous development, and various domestic shipbuilding enterprises sprang up like mushrooms after rain, and the market competition was unprecedentedly fierce. There are a series of problems in the newly established shipyard, such as chaotic management, lack of talents, aging equipment, etc. Every step of the shipyard is treading on thin ice.


Faced with many difficulties, Harland, who was stubborn by nature, chose to persist and led the shipyard staff to take the pace of innovation. They introduced advanced production lines, formulated strict shipbuilding technology standards, vigorously rectified management order, and sent special personnel to large shipyards for further study.


In 1859, France took the lead in building the world’s first armored ship, ending the centuries-long wooden warship era. This epoch-making creation, like a thunder, opened a breakthrough of technological innovation for Harland Wolff Shipyard.


Influenced by this armored ship, Harland Wolf Shipyard began to study the shipbuilding materials. They found that the ship decks in the market are usually made of wood, which not only has more consumables and less strength, but also affects the hull capacity. Recognizing this problem, Harland Wolff Shipyard immediately put its energy into developing a new deck. After repeated tests, they replaced the original wood materials with iron materials and developed a brand-new iron deck, which greatly improved the deck strength and hull capacity. With good performance, this deck quickly became an "explosive" product in the market, and Harland Wolf Shipyard began to receive a large number of orders one after another, earning the "first bucket of gold" in the fierce market competition.


The increasing orders did not slow down the exploration of Harland Wolf Shipyard. They tried to use iron materials for the whole hull, and soon built an all-iron yacht with a stronger structure-Miranda. This yacht is similar to the first "Warrior" armored ship built in Britain: the hull is made of a large piece of iron plate, which is divided into several watertight compartments and adopts advanced steam power system. These technologies were later successfully applied to the production and manufacture of armored ships, and accumulated the experience and technology of building warships for Harland Wolf Shipyard.


Innovation is the soul of an enterprise and the guarantee of its sustainable development. In the "painful period" of enterprise reform and development, Harland Wolff Shipyard has always regarded the concept of technological innovation and creating excellent products as a guideline, and has taken the lead in developing the first iron deck ship in Britain, won the "admission ticket" for building the future armored ship, and won the first opportunity in the shipbuilding market with strong hands.


An unusual "cross-border" modification, unexpectedly starting a military trip.


On April 10th, 1912, Southampton Port ushered in the busiest day in shipbuilding history. The "Titanic" cruise ship with colorful flags is lying quietly in the harbor, and the dock is crowded with tens of thousands of passengers, family members and staff who are off. At 12 o’clock noon, accompanied by the sound of sirens, the Titanic slowly sailed out of the dock and officially opened its maiden voyage. However, only a few days later, this luxurious "dream ship" unfortunately collided with an iceberg in the depths of the North Atlantic and slept forever at the bottom of the Na Pianhai.


Almost at the same time as Titanic, there were two other 10,000-ton "sister ships"-Olympic and British. The "maiden" of these three sisters were all Harland Wolf Shipyard. Perhaps it is fate. Although these "three sisters" are in the same era, the final outcome is completely different.


In the second year after the sinking of Titanic, World War I broke out, and the war quickly entered a white-hot stage. The British Navy urgently needed large transport ships to meet the demand of the front line. However, under the construction conditions at that time, it took a lot of time to build a new transport ship. In desperation, the British Admiralty came up with a fantastic idea-can the existing civilian ships be modified to support the frontline team?


This idea of "cross-border" modification has made many enterprises "retreat". However, in the view of Harland Wolf Shipyard, although the challenge is arduous, it is an excellent opportunity for enterprises to expand into the military field.


In the process of modification, Harland Wolff Shipyard skillfully transformed the deck public area of "Britain" into a wounded room, installed more than 3,000 beds inside the hull, and equipped with advanced medical equipment, and the whole ship became a medical ship of the British Navy. And its other "sister ship"-"Olympic" was converted into a troop transport ship, the hull was painted with camouflage stripes, and six anti-submarine guns were installed at the bow and stern, which greatly improved the protection performance and successfully completed dozens of troop transport tasks.


The outstanding performance of "Olympics" and "Britain" in the war made the strength of Harland Wolf Shipyard recognized by the British military. On the eve of World War II, countries have stepped up their military expansion to prepare for war. At that time, due to the lack of effective early warning system and fighter protective armor, the defense capability of the British navy aircraft carrier needed to be improved, and it was urgent to develop an aircraft carrier with better performance.


The heavy responsibility once again fell on the shoulders of Harland Wolff Shipyard. After two years of painstaking research and development, in the second half of 1939, the aircraft carrier "Awesome" was successfully launched in the port of Befast. Facing the needs of the military, Harland Wolff Shipyard handed over a nearly perfect answer: in the defense system, the aircraft carrier "Awesome" adopted the most advanced 79 radar in Britain at that time, with a monitoring range of tens of kilometers, and an armored hangar was set up on the aircraft carrier to protect the fighters. Six eight-in-one anti-aircraft guns were installed around the hull, with a maximum range of 6,200 meters. With its excellent performance, the "awesome" aircraft carrier destroyed a German heavy cruiser in its first battle when performing its mission in the Atlantic Ocean. Subsequently, the "awesome" aircraft carrier participated in many naval battles such as air strikes in the Indian Ocean and the Battle of Okinawa, and made great contributions to the British Navy.


Waiting for the country to "transfuse blood" and embark on the road of recession that is difficult to turn back.


"Destiny depends not on chance, but on your choice. Fate is not waiting, but fighting. " The famous saying of British Prime Minister Churchill has inspired countless British people to work hard on the road of starting a business. Extending this wisdom to the field of military industry, its spiritual connotation is equally important to the development of enterprises. In the fierce competition in the military industry market, Harland Wolf Shipyard quickly jumped into the "fast lane" of development with its pioneering and innovative spirit. In its heyday, the shipyard employed about 35,000 workers, and its business scope expanded to the fields of aircraft and tank manufacturing, becoming a well-deserved leader in the industry.


Before and during World War II, the British shipbuilding industry flourished and once occupied half of the global shipbuilding market. The output of Harland Wolff Shipyard is even more amazing. During this period, the shipyard built six aircraft carriers, two cruisers and more than 130 other naval vessels for the British Navy, and the number of various vessels repaired was tens of thousands.


There is a hidden crisis when the wind is smooth. With the change of the situation, the British army was repeatedly defeated in the battlefield at the beginning of World War II, and the German army once regarded the British military factory as a bombing target. In 1941, the German Air Force carried out air raids on Harland Wolff Shipyard and its port of Befast for several days, which caused heavy damage to the shipyard and killed nearly 800 people.


After the war, Harland Wolf Shipyard rallied, hoping to reproduce its former glory. However, after the war, countries began to reduce military spending, warship orders fell sharply, and many shipyards closed down. Harland Wolf Shipyard was doomed, and its performance began to plummet, so it had to spend the "cold winter" of the industry by laying off employees and reducing production.


In the 1970s, with the rapid rise of shipbuilding enterprises in Asian countries, the advantages of European shipyards in infrastructure, industrial scale, production capacity and other aspects were gradually reduced, and the shipbuilding market was once seized by shipbuilding enterprises in Asian countries. The advantages accumulated by Harland Wolff Shipyard for a hundred years have been exhausted, and even it has fallen into the dilemma of not having enough funds to pay workers’ wages.


In desperation, the shipyard submitted a subsidy application to the British government. In 1975, the shipyard was nationalized and began to rely on the military’s "care" orders to make ends meet. However, the good times did not last long. In the 1990s, the British Navy began to drastically reduce its establishment, and the orders for weapons and equipment also decreased, which was undoubtedly another heavy blow to Harland Wolfe Shipyard.


After a hundred years of vicissitudes of life, how can you be willing to sink into the sand? In the new century, Harland Wolff Shipyard began to make great efforts to transform, and devoted itself to the research of renewable energy, offshore wind power generation and tidal power generation construction technology, and the assembled offshore wind turbines also achieved certain sales.


However, a handful of military and civilian orders cannot change the "blood loss" of Harland Wolff Shipyard. With the saturation of the installed capacity of power stations in the British coastal areas, the last "livelihood rice bowl" of Harland Wolf Shipyard was overturned, and it gradually approached the edge of bankruptcy. Carrying a huge foreign debt, long-term arrears of workers’ wages, and massive brain drain … As of last year, there were only 123 employees left in the shipyard. Although the British government tried its best to support this legendary shipyard, all kinds of measures were of no help.


Looking at the development history of Harland Wolff Shipyard, it is not difficult to find that bold innovation and breakthrough are the power source for the rapid development of enterprises, and also the magic weapon to adapt to market changes and gain market opportunities. However, when in danger, Harland Wolf Shipyard never found a solution, but waited for the country to "transfuse blood" and finally embarked on the road of irreversible recession.


Above: A centaur aircraft carrier built by Harland Wolf Shipyard. Information photo

After buy buy bought it, do you know all the relevant knowledge about issuing electronic invoices?

Qinghai taxation

Get tax-related information anytime, anywhere

This year’s Double Eleven, is everyone "hands-on"? After buying in buy buy, did you ask the merchant for the invoice in time?

Electronic invoice has been widely used in e-commerce market because of its advantages of convenient issuance, easy storage, convenient inspection and environmental protection. Then, do you know all the relevant knowledge about issuing electronic invoices? Let’s take a look!

Question 1: Can all online shopping require merchants to issue invoices?

A: Article 19 of the Measures for the Administration of Invoices in People’s Republic of China (PRC) stipulates that units and individuals that sell goods, provide services and engage in other business activities shall collect money from foreign businesses, and the payee shall issue invoices to the payer;

Under special circumstances, the payer will issue an invoice to the payee. Therefore, consumers can ask merchants to issue invoices when shopping online.

Question 2: Do I have to provide the taxpayer identification number when applying for invoicing?

A: Article 1 of the Announcement of State Taxation Administration of The People’s Republic of China on Issues Concerning the Issuance of VAT Invoices (State Taxation Administration of The People’s Republic of China Announcement No.16, 2017) stipulates that if the buyer is an enterprise, the taxpayer identification number or unified social credit code shall be provided to the seller when requesting an ordinary VAT invoice. The enterprises mentioned in this announcement include companies, unincorporated enterprises as legal persons, enterprise branches, sole proprietorship enterprises, partnerships and other enterprises. It can be seen that Announcement No.16 is applicable to enterprises, not to individuals and non-enterprise units in government agencies and institutions.

Therefore, enterprises should provide taxpayer identification number or unified social credit code when applying for invoicing, individuals do not need to provide ID number and other certificate numbers, and non-enterprise units in government agencies and institutions may not provide taxpayer identification number or unified social credit code.

Question 3: The received electronic invoice is a PDF file opened by SMS, is it ok?

A: The Standard Specification for the Construction of Self-built and Third-party Electronic Invoice Service Platforms in State Taxation Administration of The People’s Republic of China (No.84 [2019] of the Ministry of Taxation) clearly requires the delivery of electronic invoices: "The electronic invoice service platform needs to support the delivery function of electronic invoice format documents. The drawer and the drawee can download the electronic invoice format file by themselves through the electronic invoice service platform, or the platform will deliver the electronic invoice format file or related information to the drawee by email, SMS, etc. "and" The electronic invoice format file should comply with the management requirements of the State Administration of Taxation, and the format supports PDF format, OFD format, tax custom format, etc. ".

Therefore, merchants deliver electronic invoices in PDF format by email, SMS, etc., which meets the requirements of relevant documents.

Question 4: What should I do if I receive an electronic invoice and want a paper invoice?

A: Article 3 of the Announcement of State Taxation Administration of The People’s Republic of China on Issues Concerning the Implementation of VAT Electronic Invoice System (State Taxation Administration of The People’s Republic of China Announcement No.84, 2015) stipulates that if the drawer and the payee of VAT electronic invoice need paper invoices, they can print the format file of VAT electronic invoice by themselves, and its legal effect, basic use and basic use provisions are the same as those of VAT electronic invoice supervised by tax authorities.

Therefore, if you need a paper invoice, you can print the format file (color or black and white) of the VAT electronic ordinary invoice yourself. The electronic invoice has a tax control signature and an enterprise electronic signature, and there is no need to affix a special invoice seal after printing. Electronic invoices can be printed and used as vouchers such as invoice copy and bookkeeping copy respectively.

Question 5: Should the courier fee be included in the invoice amount for goods that are not included in the package?

A: Article 6 of the Provisional Regulations on Value-added Tax in People’s Republic of China (PRC) stipulates: "Sales amount refers to the total price and extra-price expenses charged by taxpayers to the buyers for selling goods or taxable services".

Article 12 of the Detailed Rules for the Implementation of the Provisional Regulations of the People’s Republic of China on Value-added Tax stipulates: "The extra-price expenses mentioned in the first paragraph of Article 6 of the Regulations include fees, subsidies, funds, collection fees, return profits, incentive fees, liquidated damages, late fees, deferred payment interest, compensation, collection fees, prepayments, packaging fees, package rentals, reserve fees, quality fees, transportation and handling fees and others.

Therefore, merchants selling goods without postage should issue invoices for all the fees charged.

Question 6: The invoice is wrong. What should I do?

Answer: According to Article 27 of the Detailed Rules for the Implementation of the Measures for the Administration of Invoices in People’s Republic of China (PRC): "After the invoice is issued, if it is necessary to issue a red-ink invoice for the return of sales, the original invoice must be recovered and marked as" invalid "or a valid certificate from the other party must be obtained. After the invoice is issued, if there is a sales discount, you must reissue the sales invoice after recovering the original invoice and marking it as "invalid" or issue a red-ink invoice after obtaining the other party’s valid certificate. "

Therefore, if you find that the invoice is wrong, you should get in touch with the merchant in time, and then issue the correct electronic invoice after issuing the red-letter electronic invoice.

Question 7: How to check whether the invoice information is true?

Answer: You can log on to State Taxation Administration of The People’s Republic of China National VAT Invoice Inspection Platform (https://inv-veri.chinatax.gov.cn/), enter the invoice code and invoice number, select the date of invoicing, and enter the invoiced amount and verification code for inspection.

Thank you for taking the time

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Read this article.

Source: China Tax News.

Original title: "Do you know all the relevant knowledge about issuing electronic invoices after buy buy bought them? 》

The 80-year-old woman died after marrying a young man for 25 days (Figure)






The couple, who are in love with their grandmothers, accept everyone’s blessing.


  On September 28th, Delfa Vapes, an 82-year-old Argentine woman, married Renaldo Wavyk, a 24-year-old handsome guy, which once shocked Argentina. After only 25 days of marriage, Delfa suddenly died of a heart attack on the 22nd!


  The sudden death of Delfa, the old bride, caused a sensation in Argentina again. Some people suspect that the groom Renaldo did not hesitate to "murder for money" in order to get the old lady’s inheritance as soon as possible.


  "Grandmother-in-law Love" is 58 years old


  The groom, Renaldo Wavyk, is 24 years old and an unemployed man in Santa Fe, the capital of Santa Fe province in central Argentina. The bride, Delfa Walpes, is 82 years old. She has never been married before, and she has no children or daughters around her. She has already retired for many years.


  According to reports, the love affair between them began nine years ago. After the death of Renaldo’s mother at the age of 15, Delfa, a great friend of Renaldo’s mother, took the initiative to invite the "little boy" to live with him. Who knows, the two had a long relationship.


  On September 28th, the 58-year-old couple held a grand wedding in Santa Fe, which caused a sensation in the whole country. The media in Brazil, Spain, Chile and other countries reported on this shocking wedding.


  At that time, a reporter asked Delfa curiously: "Is this marriage just spiritual?" The 82-year-old bride replied politely, "No, it won’t be just spiritual. There will be many more."


  Only 25 days, the "old bride" died suddenly.


  After the wedding, the couple accepted the invitation of the municipal government of Rio de Janeiro, Brazil, and went to Brazil for their honeymoon. After that, they also plan to travel to Spain and be interviewed by a local TV station to tell their love story. But surprisingly, on October 22nd, shortly after they returned from their honeymoon in Brazil, the old lady Delfa died of a heart attack!


  According to the doctor in charge of her treatment, Delfa’s health began to deteriorate since she got married on September 28th. On October 18th, when she and her husband returned home early, Delfa suffered a heart attack and was sent to the intensive care unit of the local sanatorium in Santa Fe.


  On the morning of the 22nd, she developed complications such as dyspnea and severe pneumonia, and finally died because of ineffective rescue. On the 22nd, a close friend of A Delfa said sadly: "A Delfa said before her death that although she only enjoyed 25 days of marriage in her life, everything in her life has changed wonderfully in the past 25 days."


  The little groom "murdered for money"?


  Since she has no children, Delfa, the old lady, has transferred all her property to the name of "Little Husband". At that time, all kinds of speculations were rampant. It is speculated that the groom Renaldo wanted to get the legacy of the old lady Delfa at an early date, and he did not hesitate to "murder for money".


  Renaldo said that his wife’s unfortunate death made him feel extremely sad: "I can’t accept the fact that I have lost her. I’m not interested in what others say. What I like is only a’ mature woman’. If I only married her for material reasons, then it’s not necessary, because she has already donated all her property to me. There is no one else around her, and the only relative is me. " Yuan hai


Editor: Fan Jing

Increasing knowledge: what is the significance of the characteristics of Chinese historical dynasties?

1. Paleolithic Age in China (about 3 million years ago-about 10,000 years ago)

1. Introduction to Paleolithic Age

Paleolithic period, the stage of human material and cultural development marked by the use of forged stone tools (see stone tools). The geological age belongs to the late Pliocene to the Pleistocene, starting about 3 million years ago and continuing until about 10 thousand years ago.

"Paleolithic Age" is a concept of time zone put forward by archaeologists. The so-called Stone Age does not mean that people at that time only used stone tools.

2. Paleolithic characteristics

People in this period of Paleolithic mainly hunted, fished and collected by making simple tools. Take Beijingers found in Zhoukoudian, Beijing, China as an example. According to research, they used stone tools and wooden sticks to hunt wild animals and knew how to collect fruits to satisfy their hunger.

They mainly lived in caves, but in archaeology, a large number of traces such as charcoal, ashes and burnt bones were found in their caves, indicating that people at that time had mastered the technology of using fire and would cut down trees as fuel.

The main characteristics of paleolithic human beings are that the stone tools are mainly made of stone tools, including stone axes, chopping devices, scrapers, pointy devices and so on; Bone horn is very developed, and new tools such as bone fork, bone needle, bone fish dart and spear throwing device have appeared. Have learned to make, have begun to learn to sew, make decorations, paintings and sculptures; There has been the earliest burial custom.

3. Development of Paleolithic Age

Generally speaking, in the early Paleolithic period, human beings had learned to use fire, bone tools appeared in the middle period, simple combined tools were made in the late period, and matriarchal clans began to form.

Yuanmou ape-man, Lantian ape-man, Beijinger, Jinniushan man and caveman are basically in this period.

2. Neolithic Age in China (ranging from about 10,000 years ago to about 5,000 years ago to more than 2,000 years ago)

1. Introduction to the Neolithic Age

Neolithic Age is a time period set by archaeologists, which started about 10,000 years ago and ended from 5,000 years ago to 2,000 years ago.

Neolithic Age refers to the last stage of the Stone Age in archaeology, and the stage of human material and cultural development marked by the use of grinded stone tools.

This name was first put forward by British archaeologist lubbock in 1865. This era has entered the Holocene in geological age, and developed after the Paleolithic Age or the transition of the Mesolithic Age, belonging to the late Stone Age.

2. Characteristics of Neolithic Age

(1) the emergence of primitive agriculture;

(2) the manufacture of pottery;

(3) the extensive use of polished stone tools;

(4) The emergence of villages and the formation of clan system.

3. The significance of the Neolithic Age.

The agricultural revolution in the Neolithic Age has far-reaching significance. The emergence of agriculture and animal husbandry has transformed the human economy from a predatory economy based on gathering and hunting in the Paleolithic to a productive economy based on agriculture and animal husbandry.

Humans have changed from food gatherers to food producers. This change in the way of obtaining food has changed the relationship between man and nature. The occurrence of agriculture and animal husbandry marks a leap in human understanding of nature, and marks that human beings have changed from relying on and adapting to nature to using and transforming nature in terms of "the production of food, clothes, housing and tools necessary for this".

All the production activities of agricultural animal husbandry require human beings to know more about and transform nature and use natural resources to serve human economy. On the basis of agricultural production, people began to observe the activities of the sun, moon and stars, the characteristics of water and soil, and climate phenomena, and accumulated experience, thus generating preliminary knowledge of astronomy, geography and mathematics, and pushing human understanding of the objective world to a new height.

Third, China Xia Dynasty (about 2070-1600 BC)

1. Introduction of Xia Dynasty

Xia Dynasty was the first hereditary dynasty recorded in China’s history books. There are a certain number of bronze and jade ritual vessels in the cultural relics of the Xia Dynasty, dating from the late Neolithic Age to the early Bronze Age.

According to historical records, the biography of Yu was located in Ziqi, which changed the abdication system of primitive tribes and initiated the hereditary precedent in China for nearly 4,000 years. Therefore, the "home world" in China’s history began with the establishment of the Xia Dynasty.

2. Characteristics of Xia Dynasty

(1) The Xia Dynasty established armed forces, established official posts and prisons, and formulated criminal laws. The establishment of this whole set of state machinery shows that the Xia Dynasty has already possessed the characteristics of a country;

(2) Economically, Xia Dynasty belonged to the era of gold (copper) and stone, and its initial economic development laid the foundation for the economic prosperity of future generations;

(3) Culturally, some outstanding cultural achievements of the Xia Dynasty, such as the Xia calendar, have a far-reaching impact on future generations.

3. The significance of the establishment and development of Xia Dynasty.

It represents the improvement of productivity and the progress of mankind, and it is the beginning of slave society in China.

The direct cause of the establishment of the Xia Dynasty probably originated from the Yellow River, which was flooded in the era of Three Emperors and Five Emperors. Because the flood affected the production and life of the surrounding people for a long time, Dayu mobilized all ethnic groups in China to carry out water control work for 20 years, which not only united the Chinese ancestors unprecedentedly, but also greatly enhanced his reputation. After the flood was cured, with the improvement of living environment, the first unified kingship was established.

Fourth, China Shang Dynasty (about 1600 BC-about 1046 BC)

1. Introduction of Shang Dynasty

Shang Dynasty, the second dynasty in the history of China, is the first dynasty in China with direct written records of the same period.

Shang Tang, the monarch of Shang Kingdom in Xia Dynasty, led the kingdom to destroy Xia Hou in the battle of Mingtiao, and established Shang Dynasty in Bo (now Shangqiu) with "Shang" as the title. After that, the capital of Shang Dynasty moved frequently, and it was not until its descendant Pan Geng moved to Yin (now Anyang) that the capital was established in Yin for 273 years, so the Shang Dynasty was called Yin or Yin Shang by later generations.

The Shang Dynasty experienced three major stages. The first stage is "first business"; The second stage is "early business"; The third stage is the "Late Shang Dynasty", which has been passed down from generation to generation to 31 kings in the 17th century, lasting for more than 500 years. Di Xin, the last monarch, set himself on fire and died after being defeated by Zhou Wuwang in the battle of Makino.

The excavation of Yin Ruins confirmed the existence of Shang Dynasty in China. The Shang Dynasty was in the heyday of slavery, and the slave owners and nobles were the ruling class, forming a huge bureaucratic ruling institution and army. The records of Oracle Bone Inscriptions and Jinwen are the earliest systematic written symbols in China. During the Shang Dynasty, there were also developed non-Central Plains civilizations in the Yangtze River Basin.

2. Characteristics of Shang Dynasty

Worship ghosts, slavery economy, bronze ware is expensive, and Oracle bones and tortoise shells are the main ones.

Shang Dynasty’s records of astronomical phenomena and the application of the time-keeping method of cadres and branches were reflected in Oracle Bone Inscriptions. Agriculture, animal husbandry and aquaculture in Shang Dynasty developed rapidly, especially handicrafts, and the smelting and manufacturing of bronzes were quite mature, and all kinds of commonly used utensils, ritual vessels and wine vessels were very exquisite.

3. Historical significance of Shang Dynasty.

In Shang Dynasty, the state machinery was constantly strengthened, and great achievements were made in economy and culture. Its activity area and influence far exceeded that of Xia Dynasty, which laid the foundation for the further development of ancient civilization in China and occupied an important position in the history of ancient civilization in the world.

V. China Zhou Dynasty (1046-256 BC)

1. Introduction of Zhou Dynasty

Zhou Dynasty is the third dynasty in China history after Shang Dynasty. The Zhou Dynasty handed down 37 kings in 30 generations and enjoyed the country for a total of 791 years.

Among them, the Eastern Zhou Dynasty, also known as the Spring and Autumn Period and the Warring States Period, was divided into two parts: the Spring and Autumn Period and the Warring States Period, in which Han, Zhao and Wei jointly defeated the ruling Zhishi family and the three families were divided into Jin.

Before the extinction of the Shang Dynasty, the Zhou tribe originated from the Huaxia (Han) nationality. Because of the harassment of nomadic tribes in the northwest such as Rong and Di, the leader of the Zhou tribe, Gu Gongqi, led the Zhou people to move to the plain under Qishan and settle down.

Living in the Weihe River valley, Ji Yi, the ancestor of Ji Yi, was Hou Ji, known as the agricultural god. Shuowen said, "The Yellow Emperor lived in Ji Shui, taking Ji as his surname, and Zhou people inherited his surname." The language was ancient Chinese, and the characters still used ancient Chinese characters. In folk records, tortoise bones and ox bones were still the main ones, while the royal family mainly used new brocade and silks. The Zhou Dynasty established the enfeoffment system (the state was founded), and the king of Zhou was the "co-owner of the world".

2. Characteristics of the Zhou Dynasty

The land was owned by feudal princes, and the so-called "all over the world, is it not the land of kings?" Herod the royal family, sealed the state and founded the country, and made it a prosperous week. At the same time, a set of patriarchal clan system was established to coordinate and maintain the development of feudal system. Consolidate the rule of the Zhou Dynasty.

3. Historical significance of Zhou Dynasty.

Zhou Dynasty’s culture of Zhou Dynasty was called pre-culture of Zhou Dynasty before King Wu took the place of Shang Dynasty. Then, after King Wu took the place of Shang Dynasty, Zhou people absorbed the culture of Shang Dynasty and other nationalities, and formed a unique culture of Zhou Dynasty in Chinese history, which was fully reflected in the political ethics of Western Zhou society. Zhou Culture was the cornerstone of Chinese national culture and the source of China traditional culture.

After the inheritance and innovation of hundred schools of thought in the Spring and Autumn Period and the Warring States Period and the development of Confucian Classics in Han, Tang, Song and Ming Dynasties, Zhou Wenhua finally formed the unique spiritual temperament and mentality structure of the Chinese nation and became a cultural system with long-term vitality.

All kinds of laws and regulations, rites and music systems and ideological and moral norms contained in Zhou Culture became the ideological and political basis of China’s feudal rule for thousands of years and the source of Confucianism, which influenced the history of Chinese civilization for nearly 3,000 years after Zhou Dynasty.

In the ancient history of China, the rule of the Zhou Dynasty was very distinctive, and there were four main systems: feudalism, patriarchal clan system, well field system and ritual system, which had great influence on the future society.

Six, China Qin Dynasty (221-207)

1. Introduction to Qin Dynasty

The Qin Dynasty was the first unified dynasty in China’s history, which was developed by the State of Qin during the Warring States Period. Dafei, the ancestor of the Qin people, was a descendant of Zhuan Xu, the grandson of the Yellow Emperor, and was given a surname of winning.

Qin Wangzheng destroyed Korea, Zhao, Wei, Chu, Yan and Qi successively, thus completing the great cause of reunification. In the first 221 years, the king of Qin proclaimed himself emperor, which was called "Qin Shihuang" in history.

The Qin dynasty set up three officials and nine ministers in the central government to manage state affairs; Abolish the enfeoffment system locally and replace it with the county system; The implementation of books with the same language, cars with the same track, unified measurement. Attacking Xiongnu in the north, conquering hundreds of places in the south, building the Great Wall to repel foreign enemies, and digging Lingqu to connect the water system.

The establishment of centralization of authority laid the basic pattern of China’s political system for more than 2,000 years, and laid the foundation for the rule of China’s unified dynasty, so it was called "all generations practiced Qin politics and law".

The Qin Dynasty ended the 500-year-old separatist regime of princes since the Spring and Autumn Period and the Warring States Period, and became the first centralized state with multi-ethnic integration in the history of China. Which had a far-reaching influence on the history of China.

In the first 210 years, Qin Shihuang died of illness in a sand dune during his cruise (now northwest of Guangzong County, Hebei Province). His son Hu Hai acceded to the throne as Qin Ershi. Although the Qin dynasty had a great influence in history, it abused the people’s power and was unified only for more than ten years.

In the first 209 years, Chen Sheng and Wu Guang cut the wood for the soldiers, rose up, and the world responded. Liu Bang and Xiang Yu rose up against the Qin Dynasty. Before 207, Qin died.

2. Characteristics of the Qin Dynasty

Qin and Han dynasties were the "great unification" period that ended the melee situation in the Spring and Autumn Period and the Warring States Period. The stage feature of this period is the historical period of the formation and initial development of feudal society, and it is also the period when social politics changed from chaos to governance, and social economy changed from stagnation to initial recovery and development.

Politically, the political power is generally stable, but there are unstable factors. The political system is autocratic centralization of authority.

Economically: After the unification of the Qin Dynasty, it ended the situation of scuffle between the warring states and resumed production to a certain extent.

Ethnic relations: the relationship between Qin and Han dynasties and ethnic minorities was peace and war, peace was more than war, and ethnic relations were harmonious and friendly on the whole.

Culture: Due to national unity and production development, political and economic ties among ethnic groups have been strengthened, and science, technology and culture have also developed rapidly.

3. The historical significance of the Qin Dynasty

Qin Dynasty is the first unified centralized country in Chinese history, with Xianyang as its capital. The unification of the Qin Dynasty ended the long-standing situation in which the vassal regime dominated, which was conducive to the stability of people’s lives and the development of social production, and was in line with the common aspirations of the people of all ethnic groups at that time.

The territory of the Qin Dynasty, stretching to the sea in the east, west to Longxi, north to the Great Wall and south to the South China Sea, greatly exceeded that of the previous generation.

The Qin Dynasty was the first unified multi-ethnic county system country in the history of China.

Seven, China Han Dynasty (206 -8 years, 25 -220 years).

1. Introduction to Han Dynasty

The Han Dynasty is a unified dynasty after the Qin Dynasty, mainly divided into the Western Han Dynasty and the Eastern Han Dynasty, which lasted for 29 emperors and enjoyed the country for 405 years.

The Han Dynasty and the Peace Treaty were ranked as the advanced civilization and powerful empire in the world at that time. During the Han Dynasty, the scope of the Han Dynasty was established. At its peak, it was annexed to Korea in the east, Vietnam in the south, Qingling in the west and Gobi in the north, with a land area of about 6.09 million square kilometers. In AD 2, the population of the Western Han Dynasty reached more than 60 million, accounting for one third of the world at that time.

The Huaxia nationality has been called the Han nationality since the Han Dynasty, and the Han Dynasty also made great achievements in the field of science and technology. For example, Cai Lun improved papermaking and became one of the four great inventions in China, and Zhang Heng invented the seismograph and the armillary sphere.

2. Characteristics of the Han Dynasty

Han inherited the Qin system, and at the same time carried out the feudal system, which included the kingdom and the Hou state. These two parallel systems were also called "county state system". This practice laid a hidden danger to the central rule of the Western Han Dynasty. After quelling the rebellion of the kingdom and promoting the decree of mercy, the kingdom no longer poses a threat to the central government.

3. The historical significance of the Han Dynasty

The Han Dynasty was the second imperial dynasty with a county system in the history of China. Because the history of the first imperial dynasty, the Qin Dynasty, was too short to leave much experience for the Han Dynasty to learn from, so many ruling methods of the Han Dynasty need to be explored by themselves.

We can see that the Han Dynasty actually did quite well, although there were twists and turns, but after all, it operated for 400 years, leaving a rich legacy to the later dynasties.

With his pioneering spirit, brilliant martial arts, prosperous culture and technology, the Han Dynasty marked the youthful spirit and vitality of China’s unified dynasty, and his influence touched almost every level of the Han nationality, so that today, 2000 years later, we can still feel that we are still connected with him by blood, and we can still gain confidence and courage from the Han history.

Eight, Three Kingdoms, Jin and Southern and Northern Dynasties (220 -581)

1. Brief introduction of the Three Kingdoms, Jin, Southern and Northern Dynasties

The Three Kingdoms, Wei, Jin, Southern and Northern Dynasties were the most frequent periods of regime change in China’s history, which were mainly divided into Wei Dynasty (Cao Wei), Western Jin Dynasty, Eastern Jin Dynasty and Southern and Northern Dynasties. Due to the long-term feudal separatist regime and continuous wars, the development of China culture in this period was particularly affected. Its outstanding performance is the rise of metaphysics, the import of Buddhism, the prosperity of Taoism and the introduction of Persian and Greek cultures.

During the 360-odd years from Wei Dynasty to Sui Dynasty, and during the alternation of more than 30 dynasties, the development of Confucianism and the image and historical position of Confucius in this period became complicated as a result of the interaction and infiltration of many new cultural factors mentioned above.

2. Characteristics of the Three Kingdoms, the Jin Dynasty and the Southern and Northern Dynasties

(1) The feudal state was divided and the regime alternated frequently.

(2) The south is relatively stable and the economy of the south is developing.

(3) There are frequent wars in the north, and ethnic integration has been strengthened.

(4) The formation, development and decline of the gentry system.

(5) With the development of science and technology, Buddhism prevails.

3. The historical significance of the Three Kingdoms, the Jin Dynasty and the Southern and Northern Dynasties.

This stage of the Three Kingdoms, the Jin Dynasty and the Southern and Northern Dynasties is a period of national division and national integration in China’s feudal society.

It is between the Qin and Han Dynasties and the Sui and Tang Dynasties. It is not only the product of the aggregation and intensification of social contradictions in the Qin and Han Dynasties, but also the origin of the unification and prosperity of the Sui and Tang Dynasties. It serves as a link between the preceding and the following and occupies a special position and role in China’s feudal society.

Investigating the history of this period is of great benefit to our understanding of the relationship between division and unity in feudal society.

Nine, China Sui and Tang Dynasties (581 -907)

1. Introduction to Sui and Tang Dynasties

The Sui and Tang Dynasties, as the collective name of the Sui Dynasty (581-618) and the Tang Dynasty (618-907), were also the most prosperous periods in the history of China. It is two unified dynasties after two long periods: the Five Chaos and the Northern and Southern Dynasties.

More open in national thought. The two dynasties achieved unprecedented development in politics, military affairs, culture, economy and science and technology. The emperors in Sui and Tang Dynasties were more open-minded in governing the country, which also influenced neighboring countries to pay tribute and learn from China.

At its peak, the Sui Dynasty reached Liaoning in the northeast, Taklimakan Desert in Xinjiang in the west, the East China Sea in the east and northern Vietnam in the south. In the heyday of the Tang Dynasty, it reached the northern and outer Xing ‘an Mountains of Lake Baikal in the north, the Aral Sea in Central Asia in the west, Sakhalin Island in the east and northern Vietnam in the south.

2. Characteristics of Sui and Tang Dynasties

(1) Politics

A, the system innovation and the system of Tang-Cheng-Sui, such as the formation and development of the system of three provinces and six departments, the establishment and improvement of the imperial examination system, the evolution from the government military system to the recruitment system, the modulation of rent and commission and the implementation of the two tax laws.

B, from division to reunification.

C. Implement strong centralization.

(2) Economy

In the early stage, the rulers carried out the policy of paying taxes lightly and persuading farmers to teach mulberry. The transportation was developed, the domestic ethnic groups had close contacts, and the domestic and foreign exchanges were needed, and the economy was unprecedentedly prosperous.

(3) Social life

Great changes have taken place in social life, and an inclusive, colorful and open social atmosphere has emerged.

(4) Culture

Eclectic, multi-ethnic, extensive and profound, all-round prosperity, leading the world.

(5) Foreign communication

The transportation is developed, and the land and maritime Silk Road are relatively smooth. The government has adopted a relatively open foreign policy, and foreign exchanges have become more frequent than ever before.

(6) Ethnic relations

The rulers, especially those in the early Tang Dynasty, pursued a relatively open ethnic policy, and the contacts between the Han nationality and the frontier ethnic groups were unprecedented. The frontier ethnic groups developed greatly, and their relations with the central government were closer, and the unified multi-ethnic country was further developed and consolidated.

The outstanding characteristics of Sui and Tang Dynasties are: this is an era of great change and openness; The development of politics, economy and culture in Sui and Tang Dynasties influenced many countries in Asia, especially in East Asia, and formed China cultural circle.

3. Historical significance of Sui and Tang Dynasties.

Sui and Tang Dynasties made dazzling achievements in developing economy, culture, strengthening ethnic relations and strengthening international exchanges, which made China’s history reach its second peak. The history of the late Sui and Tang Dynasties opened a clue for the great changes in China feudal society. Sui and Tang Dynasties were indeed an extraordinary era.

Ten, Five Dynasties and Ten Kingdoms Period (907 -979)

1. Introduction of Five Dynasties and Ten Countries

The Five Dynasties and Ten Kingdoms is a period of great division in the history of China. This title comes from the New History of the Five Dynasties, which is a combination of the Five Dynasties (907-960) and the Ten Kingdoms (902-979).

The Five Dynasties refer to the five dynasties whose capitals were in the Central Plains after the collapse of the Tang Dynasty in 907, namely, Houliang, Houtang, Houjin, Houhan and Houzhou. In 907 AD, after the collapse of the Tang Dynasty, Zhu Wen established a back beam in the Central Plains, with Kaifeng Prefecture in Tokyo as its capital (now Kaifeng, Henan Province), and the Five Dynasties and Ten Kingdoms began. In 960, Zhao Kuangyin launched a mutiny in Chen Qiao in the latter Zhou Dynasty, and the Northern Song Dynasty was established after the usurpation of the latter Zhou Dynasty, and the Five Dynasties ended.

At the end of the Tang Dynasty, the Five Dynasties and the beginning of the Song Dynasty, there were many separatist regimes outside the Central Plains. Among them, more than ten separatist regimes, such as Qianshu, Houshu, Nanwu, Nantang, wuyue, Fujian, Chu, Nanhan, Nanping (Jingnan) and Beihan, were collectively referred to as "Ten Kingdoms" by the New Five Dynasties History and later historians. After the establishment of the Northern Song Dynasty, the remaining regimes of Jingnan, Wuping, Houshu, Nanhan, Nantang, wuyue and Beihan were unified successively, which basically achieved national reunification.

2. Characteristics of the Five Dynasties and Ten Kingdoms

Compared with the Three Kingdoms, the Sixteen Kingdoms in the Eastern Jin Dynasty and the Southern and Northern Dynasties, the ten kingdoms in the Five Dynasties have remarkable characteristics in the form of separatism:

(1) The status of the Central Plains Dynasty in the Five Dynasties.

(2) The differences in political relations between the Ten Kingdoms and the Central Plains Dynasty.

(3) "Protecting the environment and saving the people" is the main theme of the domestic and foreign policy of the southern separatist regime.

These characteristics of the separatist regime have had a great influence on the process of national reunification. First of all, the status of the Central Plains Dynasty determines that the cause of reunification is bound to be completed by the Central Plains Dynasty, just waiting for the opportunity.

Secondly, the differences in political relations between the ten countries and the Central Plains dynasty and the policy of "protecting the environment and benefiting the people" of the southern separatist regime made the various separatist forces in the south form a pattern of checks and balances, and prevented the south from taking the lead in reunification and forming a confrontation situation between the South and the North again, thus accelerating the process of reunification.

3. Historical significance of Five Dynasties and Ten Countries

(1) The Five Dynasties and Ten Kingdoms is the product of the historical decline of the Tang Dynasty. Since the Anshi Rebellion and Huang Chao’s anti-Tang Dynasty, the prosperous Tang Dynasty has entered an irreversible decline, and then history has staged an overlapping process of belligerence and defeat. Therefore, the Five Dynasties and Ten Kingdoms is not a new historical stage, but only a time-space portrayal of the Tang Dynasty’s prosperity and decline, extreme division and inability to return to heaven.

(2) The founders of the Five Dynasties and Ten Kingdoms were all military strategists, who were brave and foolhardy, and relied on the meritorious military service to favor the king. Most of their heirs were men without great talents. The northern dynasties all died in two generations, and the war was endless. In addition, the Qidan plundered, the Central Plains completely disappeared the political, economic and cultural prosperity pattern created in the prosperous Tang Dynasty, and thus lost its consistent cultural core position since the Spring and Autumn Period.

On the other hand, the ten southern countries, far away from the Central Plains, zoned land for prison, maintained a relatively stable situation, and inherited the legacy of the Tang Dynasty, and were fortunate enough to retain the fire of Tang Wenhua, thus starting a new pattern of leading China culture.

(3) In the Five Dynasties and Ten Kingdoms period, the culture of the prosperous Tang Dynasty began to differentiate from the majestic whole in the social and historical context of the kings’ separatist regime, especially in the south, and gradually became mature and meticulous in the hands of literati, with extremely distinctive regional cultural characteristics of Jiangnan water towns.

As a result, the "Tang and Five Dynasties Culture" was formed, which was a cultural transition stage with unique social and historical characteristics and vivid regional characteristics, and thus constituted the forerunner of the Song Dynasty culture and its cultural forms.

(4) The culture of the Tang and Five Dynasties has a prominent "eschatological complex": on the one hand, it gives vent to the satisfaction of eating, drinking, and enjoying in time, on the other hand, it is full of perplexity, pain, sadness, despair and other emotions that are hard to get rid of.

On the one hand, it gave up the mission of social morality and turned back to the internal observation of itself, on the other hand, it showed its resentment against reality and struggle. On the one hand, it turns to folk customs, on the other hand, it pursues spiritual detachment and dust-free.

In a word, these are typical features of "eschatological complex" in China’s classical culture, and they are vividly reflected in the culture of Tang and Five Dynasties.

Xi. China Song Dynasty (960 -1279)

1. Introduction to Song Dynasty

Song Dynasty is a dynasty in the history of China, which inherited five dynasties and ten countries and started the Yuan Dynasty. It was divided into two stages: the Northern Song Dynasty and the Southern Song Dynasty, and it lasted for 18 emperors and enjoyed the country for 319 years. Song Dynasty is an era of high prosperity in commodity economy, culture, education and scientific innovation in the history of China.

Neo-Confucianism emerged in the Song Dynasty, Confucianism was revived, science and technology developed rapidly, politics was enlightened, there was no serious eunuch dictatorship and warlord regime, and the number and scale of mutiny and civil unrest were relatively small in the history of China.

Chen Yinque said: "The culture of the Chinese nation has evolved for thousands of years, and it was the culmination of the Zhao and Song Dynasties." There are not a few scholars in western and Japanese historians who think that Song Dynasty is the Renaissance and economic revolution in China’s history.

The Song Dynasty was founded more than 300 years ago, and it was overturned twice, all due to foreign invasion. It was the only dynasty that did not die in civil strife.

2. Characteristics of the Song Dynasty

(1) Farming and pastoral cultures are gradually merging (farming and nomadic cultures are fighting and negotiating with each other);

(2) Prosperous urban commerce (the traditional market structure has been broken);

(3) Colorful literature and art (the world of literati appeared);

(4) Extremely prosperous traditional science and technology (the model and peak of ancient science and technology in China);

(5) Frequent exchanges between China and foreign countries (in the heyday of Sino-foreign relations, there was an unprecedented situation of opening up and exchanges)

3. The historical significance of the Song Dynasty

The Song Dynasty was a unified feudal dynasty established after the Five Dynasties. Influenced by traditional ideas, people often call it "weak Song". However, Deng Guangming and Qi Xia, famous experts in the history of the Song Dynasty, all believed that the Song Dynasty was the peak of China’s feudal society.

Politically, the imperial system of the Song Dynasty had a great influence on later generations, and its outstanding phenomenon was the elimination of the separatist regime of the buffer region, which further formed a unified multi-ethnic country, the autocratic centralization of authority of the Song Dynasty, which was inherited by the Yuan, Ming and Qing Dynasties.

In agriculture, the population of Song Dynasty exceeded 100 million, twice as much as that of Han and Tang Dynasties, and the agricultural productivity was greatly improved.

The handicraft industry has made great progress, and the commodity economy has developed prominently, among which the relationship between commodity and currency has made remarkable progress and the maritime trade has never been developed before.

In terms of culture and science and technology, the three great inventions were perfected or invented in the Song Dynasty, which had a great influence on the world. Outstanding achievements have been made in literature, history, education and philosophy.

In a word, the Song Dynasty was at an extremely important stage in the overall process of China’s historical development in terms of economy, politics and culture.

XII. China Yuan Dynasty (1271 -1368)

1. Introduction of Yuan Dynasty

The Yuan Dynasty was founded by Mongolians, which was the first unified dynasty established by ethnic minorities in the history of China. The capital of Dadu (present-day Beijing) was handed down to the Fifth Emperor and the Eleventh Emperor, which lasted for 98 years.

2. Characteristics of the Yuan Dynasty.

(1) a unified multi-ethnic feudal country was consolidated and developed.

The Yuan Dynasty unified the whole country with an unprecedented vast territory; The provincial system has been implemented, and the central authorities have exercised jurisdiction over Tibet, Taiwan Province, Yunnan and other border areas.

(2) The feudal economy continued to develop.

Widespread planting of cotton has promoted the development of cotton textile industry; The smooth transportation of water and sea has promoted economic exchanges; Most of the larger cities are prosperous; Quanzhou’s foreign trade is developed.

(3) frequent exchanges between China and foreign countries

Caravans and envoys from Asia, Eastern Europe and Africa came in an endless stream. Italian Kyle Poirot has lived in China for more than ten years; Gunpowder and gunpowder weapons spread to Europe through Arabs; Quanzhou is the largest foreign trade port.

(4) ethnic integration has been further strengthened.

The Han people have contributed to the development of the frontier, and a large number of ethnic groups in the frontier have moved to the mainland to live together with the Han people. The Khitan, Nuzhen and other ethnic groups who originally entered the Central Plains have merged with the Han nationality; A new minority, the Hui nationality, has been formed. However, the policy of ethnic differentiation in Yuan Dynasty played a negative role in social development.

3. Historical significance of Yuan Dynasty.

In the Yuan Dynasty, Shangshu Province and Menxia Province were abolished, while Zhongshu Province, Privy Council and Yushitai were kept in charge of politics, army and supervision, and the provincial system was implemented locally, which was the first of its kind in China.

The Yuan Dynasty also carried out many malpractices, such as various policies, casting system, expelling system, craftsman system, no system of membership, human sacrifice, curfew, sea ban, etc., which interrupted the process of reform in the Tang and Song Dynasties and profoundly reshaped the history of China after the Song Dynasty.

XIII. China Ming Dynasty (1368 -1644)

1. Introduction of Ming Dynasty

The Ming Dynasty was a unified dynasty established by the Han nationality, which passed down to sixteen emperors and enjoyed the country for 276 years.

In the Ming Dynasty, the territory included Han, and in the early Ming Dynasty, the northeast reached the Sea of Japan and the outer Xing ‘an Mountains, and then it was reduced to the Liaohe River Basin. Reach Yinshan in the north and retreat to the Ming Great Wall; West to Hami, Xinjiang, and then retreat to Jiayuguan; It faces the Bay of Bengal in the southwest and then turns back to Yunnan today. He also set up a detention center in the Qinghai-Tibet region and recovered Annan.

In the Ming Dynasty, handicraft industry and commodity economy flourished, commercial market towns and capitalism sprouted, and culture and art showed a trend of secularization. According to Records of the Ming Dynasty, the peak population was 71.85 million, but most scholars thought it actually exceeded 100 million, and some scholars pointed out that the population in the late Ming Dynasty was close to 200 million.

The Ming Dynasty was the golden age after the Han and Tang Dynasties. There are no consorts of the Han dynasty, the buffer region of the Tang dynasty, and the old coins of the Song dynasty. The emperor guards the country and the king dies. Emperor Kangxi of the Qing Dynasty rated Ming Taizu as "Ruling the Tang and Song Dynasties", and The History of Ming Dynasty rated Ming Chengzu as "Yuanmai Han and Tang Dynasties".

2. Characteristics of the Ming Dynasty

The absolute monarchy has been strengthened unprecedentedly; The commodity economy developed unprecedentedly in the middle and late Ming Dynasty. The seeds of capitalism have emerged; Political corruption, high concentration of land, continuous peasant uprising and gradual decline. In the ideological field, anti-feudal thoughts, at the same time, the fields of literature and art are bound to have anti-feudal colors.

3. The historical significance of the Ming Dynasty

(1) from the perspective of worldwide influence.

In the early Ming Dynasty, through Zheng He’s voyages to the Western Seas, countries from Southeast Asia to the Persian Gulf were connected, and China’s influence was enhanced. This should be the last time that China took the initiative to communicate with the West after the Tang Dynasty, which is of great significance.

Then, the Japanese pirates were rampant in the southeast, which led to the implementation of the policy of closing the country to the outside world, which affected the Qing Dynasty and eventually accelerated the demise of the feudal dynasty in China.

(2) from the perspective of economic development

The Ming Dynasty was the seed of capitalism in China, which was also an important stroke in the history of China. Although the germination of capitalism in China was only a flash in the pan, the historical position of the Ming Dynasty could not be denied.

(3) from the territorial theory

The territory area of the Ming Dynasty, though not the largest in China history, is basically the main activity area of Han people now. Although the territory was further expanded after the Qing dynasty entered the customs, the territory of the Ming dynasty was also very large.

(4) from the political system.

The Ming Dynasty abolished the prime minister system in China for thousands of years, and the centralization of monarchy was further improved. In addition, the cabinet system of the Ming dynasty and the three provinces and six departments have been used until the Qing dynasty. The political system of the Ming Dynasty is an important part in the history of China.

Fourteen, China Qing Dynasty (1616-1912)

1. Introduction to Qing Dynasty

The Qing Dynasty (1616-1912) was the last feudal dynasty in the history of China, with 12 emperors, totaling 296 years. It was 276 years since the name of the country was changed to Qing Dynasty. It is 268 years since the Qing soldiers entered the customs and established national political power.

After the Opium War, it was invaded by foreign powers, and its sovereignty and territory were seriously lost. It also began the exploration of modernization, and carried out modernization reforms such as the Westernization Movement and the Reform Movement of 1898. The Sino-Japanese War and Eight-Nation Alliance’s invasion of China further deepened the national crisis.

In the late Qing Dynasty, China was completely reduced to a semi-colonial and semi-feudal society. On February 12, 1912, Yuan Shikai, the minister of Beiyang, induced Pu Yi, the Qing emperor, to abdicate, issued an abdication edict, and realized the Republic of the five ethnic groups, thus ending the Qing Dynasty.

2. Characteristics of the Qing Dynasty

The Qing army carried out shaving and changing clothes politically, and militarily attacked the peasant army and Nanming regimes, and gradually occupied China. Then, after three dynasties in Kang Yong, it developed to Dingfeng. During this period, the unified multi-ethnic country was consolidated, which basically laid the territory of China, and at the same time, the autocratic monarchy reached its peak.

However, in the middle and late period, due to political rigidity, cultural autocracy, closed doors and ideological stagnation, it gradually fell behind the world. The Sino-British Opium War broke out in 1840, which was invaded by foreign powers and seriously lost sovereignty.

3. The historical significance of the Qing Dynasty

Kang Yong’s three dynasties reached its peak, during which the traditional society of China made unprecedented development achievements. It was unified and consolidated in a multi-ethnic country, and the rulers of the Qing Dynasty unified the Mongolian ministries, incorporated Xinjiang and Tibet into the territory, and implemented the policy of returning land to the southwest. Finally, the modern territory of China was determined, and the integrity of the country’s territorial sovereignty was actively safeguarded.

However, feudal autocracy also reached its peak, and gradually fell behind the west in the middle and late period due to political rigidity, cultural autocracy, and closed doors.

Source: China History Network

Jiangsu Changzhou Radio and Television Network Corruption Case: The property involved in the collective fall of the team reached 10 million.

The investigators searched Li Zhaofang’s office.

Zhang Hao/Comics

  Li Zhaofang, former deputy general manager of Changzhou Wujin Radio and Television Information Network Co., Ltd., Jiangsu Province, was recently sentenced to four years in prison by the court for accepting bribes. So far, through special actions, more than half of the 18 cases of 20-person duty crimes investigated and handled in the field of radio and television networks in Changzhou have been pronounced. Two radio and television network companies in Changzhou City, from the person in charge to the ordinary salesman, have fallen, and the members of the leadership team are "completely annihilated".

  After investigation, from 2008 to 2013, Changzhou Branch of Jiangsu Radio and Television Cable Information Network Co., Ltd. (hereinafter referred to as "Changzhou Branch of Jiangsu Radio and Television Company") and Changzhou Wujin Radio and Television Information Network Co., Ltd. (hereinafter referred to as "Wujin Radio and Television Company"), as well as members of the leadership team, some middle-level cadres and salesmen of Wujin Radio and Television Station, used the market monopoly right of radio and television resources and the administrative management right of radio and television undertakings. Playing politics and taking bribes in the process of investment and construction, attracting investment, equipment procurement, financial management and personnel appointment, the total amount of property involved is nearly 10 million yuan.

  A small set-top box leads to a big nest case

  "The key to special investigation is to find the right entry point. The entry point of the case is like the thread of a sweater. If you find the thread, you can untie it with a gentle touch. " Wang Yaming, director of the Anti-Corruption Bureau of Changzhou Procuratorate, said that the set-top box is the key "thread" in the special campaign against corruption in the field of radio and television.

  Since April 2013, the corruption in Changzhou radio and television network field has entered the sight of Changzhou procuratorate because of reports from the masses. During the investigation, the case-handling personnel heard many complaints from the public about the high quality and low price of TV set-top boxes and the frequent failure of remote controllers. "There must be a cat behind the set-top box!" The investigators are keenly aware of this. With the deepening of the investigation, the fact that set-top box manufacturers, agents and distributors paid bribes to relevant personnel of local radio and television network companies in the form of kickbacks in order to enter Changzhou market or increase sales volume gradually surfaced.

  The special action to investigate and deal with duty crimes in the field of radio and television networks was immediately launched in the city. Changzhou City Procuratorate has formulated a careful implementation plan, and unified arrangements for initial investigation, unified dispatch of investigation forces, and unified organization of investigation activities. Five grass-roots hospitals and more than 60 investigating police officers conducted an eight-month preliminary investigation according to the plan. Pulling out the radish and bringing out the mud, 18 cases of 20-person duty crimes in the field of radio and television networks in this city were finally solved in one fell swoop.

  In Changzhou, the actual operator of set-top box is cable TV operator. There are two operators in Changzhou City, namely Changzhou Branch of Jiangsu Radio and Television Company and Wujin Radio and Television Company. The former is responsible for the radio and television networks in Xinbei, Zhonglou, Tianning and Qishuyan, while the latter independently manages the radio and television system in Wujin District. There is no superior-subordinate relationship between the two, and there are also great differences in the nature of enterprises.

  Although the two companies are different in nature, their functions are almost the same. On the one hand, it is engaged in radio and television network business activities, including the construction, management and maintenance of cable TV transmission networks, providing cable TV access and technical services, purchasing set-top boxes, cables and other equipment, and selling electronic products. On the other hand, it manages the people and property of radio and television stations in townships and towns within its jurisdiction.

  This semi-commercial and semi-administrative organizational model has many disadvantages, one of which is the high concentration of power-the decision-making power and administrative management power of Changzhou Branch of Jiangsu Radio and Television Company are in the hands of Chairman Zhang Bing, while Wujin Radio and Television Company is in the pocket of Chairman Pan Guoxing.

  Promote and appoint cronies and hold decision-making power.

  Zhang Bing, 59, worked as a middle-level cadre in an important department of Changzhou Municipal Committee when he was young, and later transferred to the director of Changzhou Cable Radio Station. After the establishment of Changzhou Radio and Television Company, Changzhou Radio and Television Bureau appointed him as the chairman.

  From the "top leader" of the administrative unit to the dispatched enterprise, Zhang Bing felt marginalized and often laughed at himself as a "forgotten person". He thinks that since he has been forgotten, it is better to settle down in a corner and set up another mountain. Therefore, Zhang Bing started with the appointment of personnel and firmly controlled the power of Changzhou Radio and Television Company.

  Sweet-tongued and diligent is Zhang Bing’s way of employing people. Based on this principle, he promoted a trusted team-Wu Yuequan, director of the office and secretary of the Disciplinary Committee, Liang Changan, deputy general manager in charge of engineering and technology, and Li Xiaolin, deputy general manager in charge of finance. The middle-level cadres of the company, especially the heads of major business departments such as development department and technology department, are basically arranged by Zhang Bing. It is also a matter of his word that the company has a new salesman and which stationmaster is appointed by the subordinate township radio and television station. Power gave Zhang Bing a taste of waving a baton.

  In 2008, Jiangsu Radio and Television Department integrated the cable TV networks of 10 cities and established Jiangsu Radio and Television Company. Changzhou Radio and Television Company was merged and reorganized into Changzhou Branch of Jiangsu Radio and Television Company, and Zhang Bing was appointed as Party Secretary and General Manager.

  In 2008, the Olympic Games was held in Beijing. In order to ensure that more users can watch this event through digital TV, cable digital TV operators in various regions increased their translation efforts before the Olympics, and the market sales of set-top boxes ushered in a blowout. At that time, there were more than 200 enterprises engaged in the production of set-top boxes in China, and the market competition was fierce.

  The brand access of set-top boxes in Jiangsu province is unified by the newly established Jiangsu Radio and Television Company, and eight manufacturers who have the right to sell set-top boxes are determined. Which brand is used by each city, and then the branch company chooses from these eight companies, which forms a "trumpet mouth" with strict entry and wide exit. The highly monopolized market model makes it possible for manufacturers to get through the provincial companies, and the future depends on how to pull business with branches in various cities.

  After bidding, eight companies including Shengjie, Weiqi, Yuanhang and Xutian won the bid. Zhang Bing, who has the right to decide which brand of set-top box to purchase in Changzhou, met Yu Ting, regional manager of Sunan of Shengjie Company. As the two became more and more familiar with each other, Yu Ting began to love her, sending some calligraphy and painting, teapot and so on. Gradually, the big and small things in Zhang Bing’s family were also taken care of by "enthusiastic" Yu Ting: Zhang Bing’s daughter graduated as an intern, and Yu Ting arranged to go to Shengjie Hong Kong head office; The younger daughter wanted to go out for fun, and Yu Ting took out a 60,000 yuan travel card. When she got married, Yu Ting gave tens of thousands of yuan worth of Cartier watches and a pair of gold bracelets … Shengjie Company soon became one of the largest set-top box manufacturers in Changzhou.

  Facing the collective fall of layers of public relations teams

  In 2012, set-top boxes faced another major technological innovation, from digital set-top boxes to high-definition set-top boxes. The new round of upgrading has brought about another huge fluctuation of behind-the-scenes interests.

  Yuanhang Company has always wanted to cooperate with Changzhou Radio and Television Company to carry out business. Gao Weijun, its regional manager, took the opportunity of this large-scale replacement to come to Zhang Bing several times. Cigarettes and shopping cards are common gifts. Considering that there are few manufacturers of new intelligent terminal products in Changzhou, Zhang Bing signed a purchase contract with Yuanhang Company in order to enhance market competition, and the gift brought by Gao Weijun was accepted.

  Companies such as Weiqi and Xutian, which are engaged in the production of set-top boxes, did the same thing. First, the regional director contacted Zhang Bing and got his approval. Then, he got through with the leaders of companies such as Liang Changan and Li Xiaolin, then the project manager and middle-level leaders dredged up, and finally, the direct salesman docked. So go through customs from top to bottom until the relationship of cooperation and common prosperity is unbreakable.

  Soon, the set-top box market in Changzhou city was divided up by four companies: Shengjie, Weiqi, Yuanhang and Xutian. The almost zero-competition market makes manufacturers no longer pay attention to the quality of set-top boxes, and most of the funds are used to get through the internal relations of operators, so the price of boxes remains high. The cost of digital set-top boxes is only around 100 yuan, but it has sold for four or five hundred yuan in the market; The cost of high-definition set-top boxes is about 200 yuan, and the market price is as high as seven or eight hundred yuan! The box with high quality and high price makes the people complain.

  In recent two years, many brands have launched digital TV all-in-one machines, integrating the functions of set-top boxes into televisions. Set-top boxes once again ushered in innovation, and manufacturers who came to Zhang Bing took intensive actions together. Shi Jinjun, the deputy general manager in charge of marketing, is a member of the team parachuted from the head office and has been excluded from the group in Zhang Bing. Shi Jinjun seized the opportunity and, with the acquiescence of Zhang Bing, made a great contribution to the purchase and sale of all-in-one machines, and successfully integrated into the circle of Zhang Bing.

  In addition to set-top boxes, manufacturers of related peripheral products, including cable, cable broadband equipment, data transmission equipment and other electronic products, also use almost the same way, relying on Zhang Bing and his company to earn a lot of money.

  After Zhang Bing was put on file for investigation by the procuratorate, investigators found a lot of cash, calligraphy and painting, gold and silver, high-end cameras and lenses when searching his home and office, and there were countless unopened cigarettes, alcohol, shopping cards and red envelopes. In the end, the property that was well documented and recognized by the procuratorate totaled more than 600,000 yuan.

  Zhang Bing’s cronies have also fallen. In just two months, the number of people involved reached eight, and no member of the leadership team escaped.

  Financial management chaos, self-enrichment in advertisements

  The corruption caused by set-top boxes in Wujin Radio and Television Company is exactly the same as that in Changzhou Radio and Television Company. Because of the special situation of radio and television system in Wujin District, there are other forms of corruption.

  Wujin District Radio and Television Bureau and Wujin District Radio and Television Station are two brands, and the two units are jointly responsible for Wujin Radio and Television Publicity, the development and management of radio and television undertakings, and the operation and management of TV stations and subordinate enterprises.

  Pan Guoxing is also the director of Wujin Radio and Television Bureau and director of Wujin TV Station. After the establishment of Wujin Radio and Television Company, Pan Guoxing is also the chairman. It can be said that all the people, money and things of Wujin District Radio and Television System are in the hands of Pan Guoxing.

  With the high concentration of power, Pan Guoxing has amassed wealth without scruple. In addition to taking bribes in the operation of set-top boxes and supporting equipment, another big source of "income" for Pan Guoxing is advertising business.

  Since 2005, Wujin TV Station has implemented a diversified advertising revenue-generating system, which is a great "contribution" after Pan Guoxing became the director. Taiwan will set a relatively low income-generating target, and the assessment will be divided into rewards for the excess part. Everyone in each department will have a share, and the more advertisements you pull, the richer the commission. For a time, the whole stage was caught in the craze of advertising. Within one or two years after the implementation of the system, the business quota increased from more than 20 million yuan to more than 70 million yuan, almost quadrupling.

  As the saying goes, support the bold. Wang Zhijian, the deputy director of the station, is also the manager of Changzhou Chaoyue Film and Television Program Production Co., Ltd., which belongs to the tertiary industry of Wujin TV Station and is the backbone of advertising. Wang Zhijian knows very well that the advertising revenue-generating system in Taiwan is actually a gray industry, but with Pan Guoxing on it, he is not only not worried, but also has a bigger appetite. Most of the advertising business brought back by income generation does not follow the normal accounting procedures, and the management is extremely chaotic. Wang Zhijian thinks that it is better to find a way to embezzle the commission from Taiwan. He remitted the advertising fees he received to his personal card without issuing any bills. Over the past few years, Wang Zhijian has embezzled more than 430,000 yuan. Many people in the company also follow this method and take money with both hands.

  With his own golden idea, the whole company benefited, but as the director, Pan Guoxing could not personally intervene in the operation, and he could only get an administrative death salary, which was somewhat unbalanced in his heart. Pan Guoxing’s resentment was keenly captured by his men. They began to find various reasons to "honor" Pan Guoxing. According to the investigation by the procuratorate, Pan Guoxing took bribes totaling more than 1 million yuan. His downfall involved seven related cases and seven people, and two sets of leading bodies were wiped out.

  Indiscriminately setting up the supervision of the secretary of the Disciplinary Committee is ineffective.

  Is such blatant corruption unsupervised?

  As mentioned earlier, the secretary of the Disciplinary Committee of Changzhou Radio and Television Company is Wu Yuequan, but according to the investigation by the procuratorate, this secretary of the Disciplinary Committee turned out to be "privately established".

  Wu Yuequan was hand-picked by Zhang Bing. He was originally the director of the office, but the annual salary of the director of the office was only more than 200,000 yuan, and he was only a middle-level cadre and could not enter the inner circle. In order to further strengthen his leading group, Zhang Bing created a post of Secretary of the Discipline Inspection Commission for Wu Yuequan, who was in charge of personnel management, and his annual salary rose to more than 400,000 yuan. Wu Yuequan has been more dead set on Zhang Bing since then.

  In this way, there is a secretary of the discipline inspection commission in the company without the discipline inspection department. The secretary of the Commission for Discipline Inspection is responsible for personnel, regardless of disciplinary inspection. With this secretary of the Commission for Discipline Inspection, some of Zhang Bing’s property has a seemingly incorruptible place. He sometimes gives alcohol, tobacco, shopping cards and cash to Wu Yuequan, and Wu Yuequan also seems to formally record them one by one. Wu Yuequan has asked Zhang Bing many times what to do with these properties. Zhang Bing sometimes said that the company would take them out when necessary, and sometimes used them to help the poor. But as of the time of the incident, most of this property had been kept by Wu Yuequan except a small part for the company’s official reception.

  After Zhang Bing was put on file, Wu Yuequan was terrified. He copied the account book that recorded Zhang Bing’s property for three times again until he could no longer reflect the briber and the amount involved. Wu Yuequan destroyed the original account books, which led to the fact that part of Zhang Bing’s bribery was finally unfounded.

  Wujin Radio and Television Company has not set up a regulatory agency from beginning to end. According to the regulations, the company is controlled by Wujin District Radio and Television Bureau, which has the right to supervise it, but the director of Radio and Television Bureau and the chairman of the company are both Pan Guoxing. How can he supervise himself?

  (Some people and companies involved are pseudonyms)

  (Original title: Small set-top box uncovers the corruption case of radio and television. Changzhou, Jiangsu: investigating and handling 18 cases of duty crimes in the field of radio and television networks)

Analysis of the most comprehensive paid membership system in history

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.

Analysis of the most comprehensive paid membership system in history

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).

Analysis of the most comprehensive paid membership system in history

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

(1) Motivation and effectiveness

1) paid membership system

Analysis of the most comprehensive paid membership system in history

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".

Analysis of the most comprehensive paid membership system in history

Figure 4: 88 VIP

2) grow the membership system

Analysis of the most comprehensive paid membership system in history

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.

Analysis of the most comprehensive paid membership system in history

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.

Analysis of the most comprehensive paid membership system in history

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

Analysis of the most comprehensive paid membership system in history

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.

Analysis of the most comprehensive paid membership system in history

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).

Analysis of the most comprehensive paid membership system in history

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

Analysis of the most comprehensive paid membership system in history

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.

Analysis of the most comprehensive paid membership system in history

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.

Analysis of the most comprehensive paid membership system in history

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.

Analysis of the most comprehensive paid membership system in history

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:

Analysis of the most comprehensive paid membership system in history

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.

Analysis of the most comprehensive paid membership system in history

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.

Analysis of the most comprehensive paid membership system in history

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.

Analysis of the most comprehensive paid membership system in history

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.

Analysis of the most comprehensive paid membership system in history

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.

Analysis of the most comprehensive paid membership system in history

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.

Analysis of the most comprehensive paid membership system in history

Figure 21: Youku VIP exclusive movie

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

Analysis of the most comprehensive paid membership system in history

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

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

Analysis of the most comprehensive paid membership system in history

Figure 23: Youku member exclusive customer service

The second kind: behavior privilege.

No advertising experience, common in video platforms.

Analysis of the most comprehensive paid membership system in history

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?

Analysis of the most comprehensive paid membership system in history

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.

Analysis of the most comprehensive paid membership system in history

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.

Analysis of the most comprehensive paid membership system in history

Figure 27: Wechat Reading Invitation Award

Pull a new reward mechanism.

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

Analysis of the most comprehensive paid membership system in history

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.

Analysis of the most comprehensive paid membership system in history

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.

Analysis of the most comprehensive paid membership system in history

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.

Analysis of the most comprehensive paid membership system in history

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.

Analysis of the most comprehensive paid membership system in history

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.

Analysis of the most comprehensive paid membership system in history

Figure 33: Marketing advertisement of Evernote to monthly paying members

Analysis of the most comprehensive paid membership system in history

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.

Analysis of the most comprehensive paid membership system in history

Figure 35: Process On Subscription Special

③ Joint promotion

Analysis of the most comprehensive paid membership system in history

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).

Analysis of the most comprehensive paid membership system in history

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".

Analysis of the most comprehensive paid membership system in history

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.

Analysis of the most comprehensive paid membership system in history

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).

Analysis of the most comprehensive paid membership system in history

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.

Analysis of the most comprehensive paid membership system in history

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.

Analysis of the most comprehensive paid membership system in history

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.

Starting from the Internet fortune-telling scam: the consultation fee starts at two or three hundred, and one-on-one chat has a script.

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

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

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

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

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

  Some fortune tellers have millions of fans.

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

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

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

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

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

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

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

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

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

  Former employees: We all have scripts.

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

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

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

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

  Free divination is followed by rhythmic "consumption"

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

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

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

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

  Text/reporter Wang Haoxiong

  Coordinator/Jiang Shuo

  remind

  Traditional crime network carefully falls into the trap.

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

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

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

Bo Huang played "means" for C-bit debut, claiming that he did not rely on hard work to rely on Yan value


1905 movie network news Recently, "Uncle Circle 101" led by "Brother Shan Zheng" has occupied the hot search rankings. Of course, our "Sanshui brother" Bo Huang has not been idle, so he chose today to have a "battle for C". On July 5th, Bo Huang, Wang Baoqiang, Yu Hewei and Wang Xun temporarily formed a "Good Play Uncle" group and got together to compete for the gold C position in the upcoming MV.


At the scene, all the fans of the four uncles came to the scene to help, and even more, they played the earthy language of helping, saying, "Over the hills, there will be endless waves", "A thousand troops are easy to get, but treasure is hard to find", "Once it was difficult to cross the sea, but I only loved Yu Hewei all my life" and "My heart is like an island, and I love to grow old". However, it is slightly embarrassing that the fans in Wang Xun did not have time to prepare the aid.


Bo Huang reappeared his high EQ on the spot and explained the meaning of his own words of support. "They don’t sleep, and they can’t reach the height of my hill.".


However, Wang Baoqiang questioned why he appeared here on the spot. "Obviously, I am a post-80 s, closer to the state of LAY." However, Bo Huang immediately replied, "Baoqiang, don’t laugh first, this smile is easy to betray yourself."


In order to run for the C position, four people have shown their unique skills. Yu Hewei first appeared, and performed a drum set with passion, which brought the audience to the climax. After the performance, I immediately took the initiative to do C; Then Wang Baoqiang appeared, bringing a pendant play in Henan. It is worth noting that this lyric was specially customized by Baoqiang for The Island; Later, Wang Xun brought a face-changing performance in Sichuan Opera, which was amazing. After watching the performances of the last two players, Yu Hewei kept saying, "Let’s make C".


Bo Huang always brings something different to everyone. This time, he used blue and white cloth strips as raw materials to design clothes for two spectators at the scene. It turns out that Bo Huang learned this skill after shooting this film.After some contests, Wang Baoqiang was temporarily ahead of the other three with a slight advantage of 18 votes. At this time, LAY was connected to the scene and asked to vote by telephone. Who knows, LAY immediately became "Zhang PD" and evaluated his four brothers, saying that "each has his own merits". Bo Huang on the other end of the phone immediately replied, "I’ll kill you".


However, Bo Huang’s "threat" to LAY goes beyond this, and even more, he made LAY vote for himself on the grounds of "editing scenes". When Bo Huang, the director, offered this big move, several others said that they would retire from the competition, so they could not compete.


Joke aside, the game will go on. Finally, after combining online voting, on-site voting and LAY’s telephone voting, Bo Huang finally made her debut in the C position.


At the same time, the day coincided with the first anniversary of the film The Island. There was also a small commemorative film, and the end of the video was fixed on a tear of director Bo Huang. At the scene, he marveled that he was still crying at that time, and he even vomited himself. "You see how slow I cut." And one side of Yu Hewei, after watching the video, was deeply touched.


It is reported that the film The Island will be released on August 10th.


HarmonyOS Zhixing Zunjie’s first car official announced the naming S800 luxury atmosphere.

On November 21st, Yu Chengdong, managing director of Huawei, chairman of BG and chairman of BU, a smart car solution, introduced a car to be released soon. The length of the car is about 5.5 meters, the size exceeds most cars on the market, and the interior space is more spacious. The new car will make its debut at the Huawei Mate 70 series mobile phone conference on November 26th.

According to previous news, this car named HarmonyOS Zhixing Zunjie S800 is quite distinctive in design. The front of the car adopts the shape of vertical and horizontal stars, and the crystal headlights are integrated with the car body, showing a three-dimensional aesthetic feeling from different angles. The logo is designed with luminous crystal section.

The body color is purple and silver, and the side door handle has a unique design, which means that the hand can pick the stars. Chrome-plated decoration and pie wheels further enhance the luxury of the vehicle. The design concept of the rear part is the Milky Way scroll, and the elements of the Rose Nebula are incorporated, which improves the recognition of the whole vehicle.

In contrast, the length of the Golden Sunflower Guoya Super Luxury Executive Car released by FAW Hongqi at Guangzhou Auto Show is 5353 mm, and the length of Zunjie S800 will exceed this value.

Chery Fengyun T9 —— Deep Analysis of New Luxury Medium and Large Electric Hybrid SUV

In the tide of new energy era, consumers’ demand for high-quality luxury travel experience is growing. Chery Automobile has a keen insight into the market trend and launched a masterpiece of Fengyun series. This model, which is positioned as a "new luxury medium and large electric hybrid SUV", is redefining the standard of luxury travel with its five core advantages. Today, let’s explore the unique charm of Fengyun T9 and see how it can meet the diversified travel needs of China families.

Luxurious and comfortable space: spacious and comfortable beyond expectations

Fengyun T9 has made great efforts in space design. It takes leapfrog wide-body and large flat floor as its design concept, with a body size of 4795x1930x1738mm and a wheelbase of 2770mm, providing passengers with the largest seating space in its class. The car width of 1930mm is unique in the same class, which makes the interior space more open, making it easy for both family trips and daily commuting.

Especially worth mentioning is the flexible seat layout of Fengyun T9, which provides the option of 5+2 seats and supports 12 seat combinations to meet the travel needs in different scenarios. The second and third rows of seats support a big bed that can be put down with one button and change to 2.1 square meters per second. Whether it is a nap during a long trip or a rest in outdoor camping, you can enjoy a comfortable experience like a five-star hotel.

In addition, Fengyun T9 is also equipped with a SPA-class comfortable seat, with the electric 10-way adjustment of the main driver and the queen’s co-driver who can lie down with one button, so that both drivers and passengers can enjoy the ultimate comfort. The seat is also equipped with 10-point massage function, 3-speed heating and ventilation, which can maintain the best riding experience whether it is cold winter or hot summer.

Luxury hybrid performance: the perfect balance between power and energy saving

Fengyun T9 is equipped with Kunpeng Super Hybrid C-DM system independently developed by Chery, which is composed of a 1.5T hybrid engine, a super hybrid DHT and a hybrid battery, achieving a double leap in power and energy saving. The 1.5T engine has the highest thermal efficiency of 44.5%, and the fuel consumption per 100 kilometers under WLTC condition is as low as 5.2L, which greatly reduces the vehicle cost.

Super hybrid DHT technology makes Fengyun T9 outstanding in power performance. Whether it is pure electric drive, series drive or parallel drive, it can be intelligently adjusted according to the working conditions to ensure smooth and efficient power output. The comprehensive maximum power of the system can reach 265kW, and the maximum torque is 530N·m, and the acceleration of 100 kilometers takes only 4.26 seconds, which makes every acceleration full of passion.

At the same time, Fengyun T9 is also equipped with a full-time intelligent power management system, which supports the ultra-wide temperature band from-35 C to 60°C, and can easily cope with both severe cold and hot summer. The comprehensive battery life is more than 1400km, which completely eliminates the battery life anxiety of users.

Luxury safety standard: protect every trip in all directions

In terms of safety performance, Fengyun T9 also spared no effort. It is developed by adopting the global five-star safety standard, and the body structure uses a large number of high-strength steel and hot-formed steel, accounting for 85% and 21% respectively, providing passengers with the protection of iron wall. The double anti-collision beam design, the far-end airbag and the ultra-long pressure-maintaining penetrating side air curtain further improve the safety of the vehicle.

Fengyun T9 also gives a satisfactory answer to the battery safety problem that new energy vehicles are generally concerned about. It adopts the design of global standard safety battery core and armor battery pack, with the waterproof rating of IP68 and the ability of no heat diffusion, and can realize high-voltage power failure within 2 milliseconds after the collision, ensuring the safety and worry-free of the battery.

In addition, Fengyun T9 is also equipped with a full-scene intelligent driving escort system, including 3-megapixel ultra-HD 540 panoramic image, DMS fatigue monitoring and the latest IPB brake by wire, which makes driving safer and more convenient.

Car purchase policy and brand strength: worry-free car purchase, exclusive luxury.

In order to make it easy for more consumers to own T9, Chery Automobile has launched a generous car purchase policy. The six-fold car purchase gift with a maximum value of 34,000 yuan includes replacement subsidy, lifetime warranty of Sanpower and the whole vehicle, free flow, charging pile and installation service, lifetime road rescue and FOTA upgrade of vehicles, which reduces the cost of car purchase and car use in all aspects.

As a new energy sequence under the Chery brand, Fengyun sequence lays out a new energy track with electric hybrid as the main layout, and is committed to building a global standard and verification system through global vision and layout. In the future, Fengyun series will comprehensively cover the three major areas of hybrid, extended range and pure electricity, and launch more high-quality new energy vehicles to meet the diversified travel needs of consumers.

Fengyun T9 is leading the new trend of the new energy SUV market with its luxurious and comfortable space, luxurious hybrid performance, luxurious safety standards and luxurious international quality. If you are looking for a high-quality luxury SUV that can balance family travel and daily commuting, Fengyun T9 is undoubtedly a choice worth considering. Take action now and start your luxurious trip with Fengyun T9!