杭州龙凤网

　　On July 24th, in Washington, D.C., Maurice Obst Feld (third from left), chief economist of the International Monetary Fund, gave a speech at the press conference of 2018 External Risk Report. The International Monetary Fund urges cooperation to solve global imbalances, and warns global economies that persistent external imbalances may aggravate trade tensions and lead to faster tightening of the financial environment, posing a threat to the global economy. Xinhua News Agency reporter Yang Chenglin photo

　　On August 8, according to the website of CNN, the United States announced a list of 25% tariffs on $16 billion of goods imported from China on Tuesday. This marks the latest escalation of the trade war between the two largest economies in the world. The 279 items in this list include motorcycles, odometers and antennas, and the effective date of the tariff increase is August 23rd.

　　The consequences of lightly starting the war are unpredictable.

　　Mamstrom, the EU Trade Commissioner, wrote on the Financial Times website that the threat of a global trade war was coming.

　　The world economy is facing severe challenges. As the only superpower and the largest economy in the world, the United States plays an important role in the world economy.

　　International organizations are deeply worried about the actions of the United States. The International Monetary Fund warned that the trade war between the United States and other countries in the world may reduce the global economic growth rate by 0.5% by 2020, and the global GDP will be lost by about 430 billion US dollars. The Organization for Economic Cooperation and Development also warned that if the tariff cost of China, the United States and Europe is increased by 10%, it will lower the global GDP by 1.4%.

　　Internationally renowned professional institutions and economic and trade experts are pessimistic about the trend of the world economy. Fitch Ratings International estimates that a trade war involving tariffs on goods worth $2 trillion may reduce the global economic growth rate from 3.2% to 2.8% in 2019. Greg Dako, an economist at Oxford Economic Consulting, estimates that if the United States imposes a 10% tariff on another $400 billion of imports from China and China imposes a 25% tariff on all American imports, the global economic growth rate will be reduced by 0.5 percentage points.

　　The international media are generally worried about the terrible consequences of the trade war. Sputnik published a commentator’s article, severely condemning the unilateral protectionism of the United States and warning that the trade conflict between the United States and China may trigger a global economic downturn. The British "Guardian" stressed that the trade war provoked by the US government will lead to bad consequences and affect other countries. The website of CBS believes that once the trade war worsens, the situation will be difficult to clean up. According to an article on the website of the Independent, Trump announced that protectionism would bring great prosperity after he took office as the president of the United States, which made economists panic again. The cycle of revenge, economic pain, public anger and dishonesty in the 1930s seemed to emerge from the darkness again, just like the ghost of trade war in the past.

　　Worst of all, confidence in the global market, which is more valuable than gold, has been severely hit. Not long ago, at the meeting of the European Central Bank held in Sintra, Portugal, the most authoritative decision-makers in the world believed that the trade war brewing between the world’s largest economies was depressing corporate confidence and might force central banks to lower their outlook. The British newspaper The Guardian quoted the research results of Oxford Economic Research Institute as saying that the increase in uncertainty and risk brought by the United States’ tariff increase will affect business confidence and investment, especially cross-border investment. The US approach will affect the economic growth of China, the United States and other regions.

　　In a recent survey conducted in Reuters, nearly 3/4 of 150 analysts believe that trade protectionism will have a serious negative impact on global economic growth next year. They come to this conclusion on the basis that trade barriers have been raised and confidence has deteriorated.

　　Break the rules and disturb the world.

　　Paul krugman, the Nobel laureate in economics, published an article in The New York Times, USA, which was very straightforward: the scale and motivation behind the Trump administration’s tariff increase — — Obviously deceptive national security reasons — — It’s the latest trick This move is equivalent to rejecting the rules of the game we created.

　　The EU even bluntly criticized the United States for its "disregard of international law".

　　Francis Fukuyama, a political scientist at Stanford University in the United States, recently published an article "The Shaken Postwar International Order" in Japanese Daily News. The article said that the protectionist tariff policy of the Trump administration in the United States showed a trend of starting a trade war with major countries. Based on the rule of law, free trade, democracy and other rules, the "liberal international order" established after World War II is shaking. The article said that in the past 50 years, the United States has formulated and supported the international order based on the principle of liberalism. Today, the biggest threat to this order is President Trump. Trump is waving a protectionist stick and undermining the international order.

　　Lamy, former Director-General of WTO, pointed out in an exclusive interview with Japan’s Daily News that "the trade war in the United States is an anachronism". Lamy said that there were also trade frictions when he was the Commissioner in charge of trade affairs of the European Commission more than ten years ago. But there is no precedent for this "trade war" provoked by the Trump administration. It is against WTO rules to restrict imports on the grounds that national security is threatened.

　　The website of the Australia East Asia Forum recently published an article by Peter Robertson, Dean of the Business School of the University of Western Australia and Professor of Economics, entitled "Rewriting the rules may cause world trade to fall apart". According to the article, the purpose of the WTO is to provide a stable external environment for the survival and development of enterprises, alleviate the impact of hostile lobbying groups and political populism, and at the same time limit the practice of countries using trade policies as diplomatic weapons. However, with the political mood turning to nationalism, the WTO and the liberal economic order are facing increasing challenges. Now, the Trump administration is using economic policy as a means to deal with international relations in a way that runs counter to the WTO.

　　Faiz, former ambassador of Bangladesh to China and chairman of Bangladesh Institute of International Strategic Studies, said that the United States has now become a destroyer of global free trade and fair trade, and the protectionist policies adopted by the United States are undermining the global trade order.

　　The international media is filled with dissatisfaction with the United States.

　　Japan’s Sankei Shimbun pointed out that the U.S. government’s series of trade protection measures were strongly opposed by its allies. The tough protectionist trade policy of the United States is an important reason for disrupting the world trade order.

　　The Russian newspaper Kommersant commented that the Trump administration’s announcement that it would impose additional tariffs on China’s goods was a reneging and irresponsible performance. The move of the United States has opened the valve of trade protectionism, which is not conducive to the development of global trade liberalization.

　　The Cuban Debate website reported that the United States threw out a list of tariffs on China’s goods, which was a new unilateral action that threatened global trade.

　　Go one’s own way and miscalculate

　　Peter Robertson published an article saying that the Trump administration’s "rewriting the rules" openly opened the door for nationalism and protectionism, and believed that this was an acceptable way to handle international relations, which damaged the credibility of the United States.

　　Robert Kagan, a famous American commentator on current affairs, said sharply not long ago that the United States was a "super rogue power" and tried to bend the world to his will by his own strength.

　　At the just-concluded G20 meeting, French Finance Minister Bruno lemerre strongly criticized the trade conflict between the US and Europe, saying that the Trump administration’s unilateral tariff policy was based on the "law of the jungle".

　　As the French "Echo" website article said, US President Trump bargained on the international stage. Previously, he was increasing his financial wealth; Now, he is consolidating his political capital. The method is to force other countries to make concessions.

　　Lamy holds the same view. He pointed out that Trump believes that shaking the whole system can change the status quo. "To get satisfactory results, two people (two countries) must sit at the negotiating table." His calculation is to threaten each other with protectionism, and those who come to Washington to demand that the United States take back its mandate are bound to shed some blood.

　　Lamy said that this is a cruel political means that can only be seen in the Middle Ages, and it is not easy to succeed. People can’t negotiate with a gun to their heads.

　　Peter Robertson said that in Trump’s so-called plan to restore the American economy and the global leadership of the United States, his overbearing approach was a miscalculation.

　　John McCain, a famous American politician, is more pessimistic about the future of the United States under Trump. The article entitled "John McCain warns of the end of the era of" the United States dominates the world order "published on the website of the US Stars and Stripes not long ago said that McCain was worried that during Trump’s presidency, the United States was going further and further on the wrong road, which means that the leading position of the United States on the world stage may end.

　　Attract public anger and rise up against it

　　With regard to the harm that the United States will do to other countries if it vigorously pursues protectionist policies, Upatyayi, an economics professor at the Indian Institute of Technology, pointed out that the affected countries should not sit idly by, but stand firm and take corresponding measures.

　　On July 31st, representatives of automobile exporting countries from the European Union, Canada, Spain, South Korea and Japan held a meeting in Geneva. Many participants said that they are considering a series of measures to counter the United States, including calling for the dispute settlement mechanism of the World Trade Organization and imposing retaliatory tariffs on American goods. This shows that, just in case, the "anti-American alliance" formed by these automobile manufacturing countries will continue to fight for the trade friction that the United States may provoke.

　　French President Macron warned that "economic nationalism" would punish everyone, including the United States. "This is the most wrong way — — Respond to the existing international trade imbalance through destruction and economic nationalism. Economic nationalism means war, which those people did in the 1930s (during the Great Depression of 1929-1933). " He said.

　　Countries have begun to take action.

　　Since the United States has violated WTO rules by imposing tariffs on steel and aluminum, WTO members, including Russia, the European Union, India, Canada, Mexico and Norway, have resorted to the WTO accordingly. According to the rules of the WTO dispute settlement mechanism, the two parties to the dispute will hold consultations in the next step. If the consultations fail, they can submit to the WTO to set up an expert group to hear the case. However, the disadvantage is that it takes a long time, usually about two years.

　　Counter-measures of various countries have also been released.

　　According to a report by RIA Novosti on August 5, Russia announced that the import tax rate will be raised to 25% to 40% for several kinds of freight vehicles, road construction equipment, oil and gas equipment, optical cables, metal processing and rock drilling tools produced in the United States. This is in response to the steel and aluminum tariffs previously imposed by the United States.

　　According to the website of India Express reported on August 4, India’s previously postponed measures to impose higher tariffs on some American imports will take effect on September 18. Angry at Washington’s refusal to grant India a new tariff exemption, New Delhi decided in June to raise import duties on some American products such as almonds, walnuts and apples from August 4, but later postponed this move. According to the report, as the world’s largest importer of American almonds, India decided in June to raise the import tax on this commodity by 20%, and together with the European Union and China, it retaliated against the US move to raise tariffs on steel and aluminum. India also plans to impose a 120% tariff on imports of American walnuts, which is by far the most severe action taken against the United States.

　　According to Reuters, the list published by the Canadian government lists more than 250 kinds of goods, and the tax began on July 1, totaling 16.6 billion Canadian dollars (about 12.6 billion US dollars). Canadian Foreign Minister Christia freeland stressed that this was Canada’s "most violent trade action since World War II" and that "we will not escalate (trade war), but we will not back down".

　　Americans can’t sit still. Recently, Eric Gasetti, Mayor of Los Angeles, USA, took a delegation to visit Asia urgently. Eric Gasetti solemnly declared that LA will continue to open its doors to China. He even directly called on leaders from all over the United States to take measures to vigorously promote foreign cooperation. "Doing business is generally planned according to the length of 10 years, but Washington seems to only plan things within 10 hours or even 10 minutes. In the Trump administration ‘ Serious ’ In the case of damaging the reputation of the United States, leaders from all over the United States should strengthen cooperation with investment partners. We hope to see a blue ocean ahead, and our ship is stronger than before, although the waves are bigger. I believe that we can work together with our partners to cross these waves, even if there is some seasickness. "

Chongqing Broadcasting Network, November 10 (Reporter Wang Hai) On November 8, Yuan Hua, a policeman from Hefeng Police Station of fengjie county Public Security Bureau in Chongqing, was involved in a traffic accident while escorting a suspect to identify the scene. After being rescued, he died in the line of duty at the age of 28.

Yuan Hua’s heroic sacrifice touched the hearts of teachers and students of his alma mater, Chongqing Police College. Everyone recalled his life, without tears, and recalled and mourned the circle of friends between teachers and students of the Police College.

Rui Liu, a team leader of the Student Affairs Office of Chongqing Police College, who used to be the head teacher of Yuan Hua, told the reporter that Yuan Hua was determined to join the police and took the college entrance examination three times until 2013. What impressed him was that in September of that year, when Yuan Hua participated in military training, it was in the scorching sun, and the military posture lasted for an hour or two, although he was still sweating; Before and after practice, I often fall black and blue, and I never complain that I am tired. Practice crawling and other tactical actions. The clothes are worn out, and the hands are bloody, and the teeth are clenched. The classmates advised him to take it easy, and he smiled: I can overcome this pain!

Group photo of graduation of the 3 rd District Team of the 2017 Investigation Brigade of Chongqing Police College (Photo courtesy of Chongqing Police College issued by Yangguang. com)

During Yuan Hua’s stay in the police station, his team in the third district couldn’t get on the house, so he took the initiative to stand up and took pains to teach everyone to fold quilts into "tofu blocks" and tidy things up more neatly. Since then, the team in the third district has won the "flowing red flag" for many times, and Yuan Hua’s dormitory has been rated as "civilized dormitory". Chen Jiaojiao, a teacher of the Management Brigade of the Training Department of Police College, said that Yuan Hua had a strong sense of collective honor, and it was his dedication and responsibility that won these honors.

Cheng Cong, a policeman from Yongle Police Station of fengjie county Public Security Bureau, is a classmate of Yuan Hua Police College. He said that there are many excellent qualities worth learning from Yuan Hua. After four years in college, Yuan Hua worked hard and his grades were always among the best in his class. During the preparation for the public security joint exam, he got up early every day and soaked in the library. When he was thirsty, he drank a bottle of mineral water, and when he was hungry, he chewed a loaf of bread, and also helped other students improve their professional knowledge. Some students can’t keep up with their physical fitness. He volunteered to be a sparring partner, led them in middle and long distance running, back and forth running, pull-ups, etc., and corrected everyone’s posture and movements with his heart. With his hard work, all the students succeeded in their physical fitness assessment. Students ask, we are competitors, aren’t we afraid of being surpassed? He said with a smile, as long as the students can pass smoothly, I am willing to be their paving stone.

Group photo of Chongqing Police College students (Photo courtesy of Chongqing Police College issued by Yangguang. com)

Luo Xiaoguang, who once shared a dormitory with Yuan Hua, told reporters that when he was a freshman, Yuan Hua met an old man in rags outside the school and asked people around him for help, saying that he had lost his wallet and mobile phone and needed 20 yuan to go home. Passers-by dispersed one after another, thinking that the old man was cheating. Yuan Hua took the initiative to come forward, carefully consulted and asked, and handed the 50 yuan money to the old man. Passers-by laughed at him for being stupid, but Yuan Hua said, I can’t treat everyone with suspicion. What if it’s true? I want to feel at ease myself.

At the beginning of 2016, Yuan Hua went to the Petroleum Road Police Station of Yuzhong District Public Security Bureau for an internship. The teacher who took him was Liu Wenhua, a policeman. He commented on Yuan Hua: The young man is energetic and aggressive, and he is a good prospect! After half a year’s internship, Yuan Hua lived and ate in the institute. He followed Liu Wenhua on duty for 24 hours, visited and investigated, patrolled for prevention and control, and mediated contradictions and disputes. There were comrades in the institute who needed help at work, and he always accepted it cheerfully.

One night in late October, 2016, Liu Wenhua led his comrades-in-arms to crouch and arrest a criminal suspect for more than five hours. As soon as the suspect appeared, Yuan Hua was the first to rush up and throw him to the ground, searched him cleanly and handcuffed him. Liu Wenhua said with emotion, I didn’t expect a police cadet to show a heroic spirit!

Students take a photo with the school gate of Chongqing Police College (Photo courtesy of Chongqing Police College issued by Yangguang. com)

"Today we are ready-made reserve police, and tomorrow we are the immortal backbone of China ruled by law!" This is your solemn oath in your graduation speech in 2017. Unexpectedly, after four years as a police officer, your beloved career has just started, and your life is beginning to be wonderful, but everything comes to an abrupt end … You are only 28 years old, my good brother! Yuan Hua’s alumnus, Wen Hao, a policeman from the Political Department of Beibei District Public Security Bureau, recalled that this scene was still difficult to calm down.

The alumni of Chongqing Police College said that they felt sorry for their brothers and were even more proud of them. After seeing their heroic deeds, I realized the true meaning of the phrase "You are proud of the police station now, and your police station will be proud of you in the future" at the beginning of the school. The younger brothers and sisters of the police station will follow your example and work hard and forge ahead.

The voice and smile are still in sight, and now heaven and man are separated. I’m proud of you! The alumni of Chongqing Police College held graduation photo in their hands, and it was hard to restrain their grief. The training assembly scene in that year was vivid in front of them. In the future, the name will be called. "Chongqing Police College’s 2013 Class III team should have 42 people, actually 41 people, and one person died in the line of duty!"

Yuan Hua, have a good trip!

We will follow in your footsteps!

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

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

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

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

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

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

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

Figure 1: Target derivation of membership system

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

The formula is too abstract, for example:

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

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

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

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

(1) Motivation and effectiveness

1) paid membership system

Figure 3: Positive feedback from paying members

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

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

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

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

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

Figure 4: 88 VIP

2) grow the membership system

Figure 5: Positive feedback from growing members

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

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

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

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

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

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

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

1) Is there a discount if you pay?

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

Figure 6: Starbucks Star Card

How much money can users save?

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

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

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

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

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

A: Of course.

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

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

-Negative Interest Rate Loan: Starbucks’ Monetary Miracle

2) the cycle of growth

Figure 8: Starbucks growth system

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

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

Design of grades and rights:

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

Rules for promotion/relegation:

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

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

(1) Grab the person who paid the bill.

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

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

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

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

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

(2) Psychological analysis of users

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

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

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

For example:

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

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

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

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

Option 2: Get 50 yuan directly.

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

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

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

"Loss aversion": Comparison between gain and loss

Get the experiment:

Option one: you will definitely get $900.

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

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

Lose the experiment:

Option one: definitely lose $900.

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

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

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

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

Figure 11: Design core of paid membership system

(1) stored value type

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

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

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

Figure 12: Wanda Extreme Card

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

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

(2) Subscription type

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

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

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

① Diversified membership services

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

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

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

② User stratification of rights and interests

Provide gradient services for members with different payment levels.

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

Figure 13: List of paid members of Evernote

③ Price discrimination

(1) First-class price discrimination

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

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

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

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

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

(2) second degree price discrimination

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

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

Figure 14: Hungry? svip Ordering Page

(3) Three-level price discrimination

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

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

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

You can see:

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

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

(4) Joint marketing

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

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

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

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

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

① trigger mechanism

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

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

Figure 17: Hungry? Bonus?

② Preferential rights and interests

Preferential rights and interests generally have three forms:

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

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

Figure 18: 15% discount for 18：88VIP

Coupon: Voucher issuance is triggered periodically or by actions.

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

Figure 19: JD.COM PLUS Member Coupon

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

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

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

③ Privileged rights and interests

Privileged rights and interests generally have two forms:

The first type: exclusive resources

VIP exclusive content, common in content platforms.

Figure 21: Youku VIP exclusive movie

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

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

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

Figure 23: Youku member exclusive customer service

The second kind: behavior privilege.

No advertising experience, common in video platforms.

Figure 24: Youku members have no advertising experience.

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

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

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

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

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

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

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

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

Figure 25: Getting paid members

① Flow coverage

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

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

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

The connection methods are:

Resource sharing of paid members

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

Figure 26: Caixin members share paid articles.

Limited exemption and discount rights sharing.

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

Figure 27: Wechat Reading Invitation Award

Pull a new reward mechanism.

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

Figure 28: Iqiyi Invitation Award

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

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

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

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

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

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

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

Figure 30: Meituan Takeaway Settlement Page

② lowering the threshold

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

Design hooks:

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

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

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

Figure 31: How 31：Trello hooked users.

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

Figure 32: Raising sunk costs

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

① Short Subscription → Long Subscription

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

Figure 33: Marketing advertisement of Evernote to monthly paying members

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

② Special offer for renewal of membership fee.

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

Figure 35: Process On Subscription Special

③ Joint promotion

Figure 36: Independent Payment and Joint Promotion

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

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

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

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

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

① orange long member and green orange member

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

Figure 37: Didi Orange Long Membership System

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

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

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

We have also seen many times being ridiculed:

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

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

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

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

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

Figure 38: Didi Qingju membership system

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

Figure 39: Didi Qingju Cycling Card

② coupon shopping mall

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

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

Figure 40: Didi Express Package

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

(1) the necessity of fantasy.

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

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

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

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

② The delusion of coupling or decoupling.

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

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

(3) the delusion of membership rights.

Figure 41: Benefits of Orange Gift Members

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

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

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

The core rights and interests of orange gift members are:

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

Figure 42: bonus exchange

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

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

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

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

References:

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

Thinking Fast and Slow, Daniel Kahneman, 2012.

　

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

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

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

(Source: Fox News)

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

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

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

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

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

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

BYD owns Dynasty series and Ocean series, and Ocean Net models include pure electric marine life series and warship series represented by DM-I. Seals are one of the representative models of BYD Ocean series, which is similar to Han EV/DM of Dynasty series, but compared with Han, seals have a more fashionable style and are more interesting in performance.

From the appearance, there are essential differences between seals and Dynasty series. We will think that the models of Dynasty series are more traditional and conservative. The design of seals refers to Ocean-X, which caters to young consumers and gives people a feeling similar to Porsche Taycan in coupe.

Let’s look at the highlights of the appearance and interior. The body size meets the standard of a medium-sized car. The length, width and height parameters are: 4800/1875/1460mm, but it is still smaller than Han in size. The whole car uses a coupe shape, and the advantages of battery arrangement can ensure more comfortable riding in the back row. From the side of the car body, the waistline of the whole car is strong and strong, and the rear bumper echoes the front face, which has a good sense of movement.

The interior part further strengthens the design elements of "marine aesthetics", with a 15.6-inch central control large screen supporting adaptive rotation function and a 10.25-inch full LCD instrument panel, which is much more atmospheric than dolphins. In the configuration, there are front and rear collision warning, L2 driver assistance system, mobile APP remote control, etc. Among them, L2 assistance system uses 3 millimeter wave radars /6 ultrasonic radars and 5 cameras. In terms of configuration, I think it is better than Han EV, and the technology is more advanced. If you want to buy a bigger space, Han EV is better.

Let’s take a look at the technical highlights used by seals: CTB battery body integrated design, E 3.0 pure electric platform, heat pump air conditioning and so on. CTB technology is also the structural composition of the battery. The battery pack of the electric vehicle is composed of a plurality of battery cells, which are combined in series. CTB technology integrates the upper shell of the battery with the floor of the vehicle to become a structural part of the chassis. The battery and the tray are installed in turn, which can improve the body rigidity and reduce the weight, reaching the body rigidity level of 40,500 N m/.

CTB technology means a higher safety factor, which can not only improve the integrity of the vehicle, but also reduce the center of gravity of the vehicle, realize the axle load distribution of 50:50 before and after the vehicle, and form a vehicle with obvious motion characteristics and wide interior space, such as Elk’s test speed of 83.5km/h and wheelbase of 2920 mm.

E 3.0 pure electric platform integrates motor controller MCU, high-voltage distribution box, DC-DC and on-board charger, etc., which is more integrated. For example, the motor sensor detects the operation of the motor, distributes the power of the wheels, achieves the balance of the car body, and improves the comfort of riding. However, the maximum horsepower of the rear-drive version of the motor is 204 horsepower, which is the same as that used in more than 100 thousand cars.

The heat pump air conditioner with wide temperature range and high efficiency has better heating effect than the traditional PTC, such as faster heating and wider temperature control. PTC system uses power battery for power supply, and the ratio of required energy to battery energy is 1; 1, for example, the battery capacity is 80AH, the output voltage is 320V, the PTC power is 2KW, and the heat pump air conditioner can generate 1KW.H of heating power, so that the cruising range can be increased by 10-20%.

The price of Seals is 2098-286,800 yuan, which is matched with Ferrous lithium phosphate lithium-ion batteries. The battery voltage is 750V, and the corresponding CLTC mileage is 550km, 700KM and 650KM, which is similar to the 715KM and 610KM of the 2022 Han EV. The total motor power is 150KW and 230KW.

From the perspective of cost performance, the CLTC model with a mileage of 700KM with a price of 259,800 yuan is the most worth buying, but if you add 10,000 yuan, you can buy Han’s second-lowest model, so it is better to buy Han. However, you can also consider a 550KM high-profile model. These configurations such as Dana speakers, seat heating and ambient lights are enough for home use and transportation.

To sum up, at the price of more than 200,000 yuan, many of us used to consider B-class cars or compact cars with high configuration, but the popularity of BYD Han shows that everyone trusts the pure electric vehicles with long cruising range under BYD brand, and will also consider the pure electric vehicles at this price. Besides Han, the price performance ratio of Seal is also good. What do you think?

Welcome to Autohome Changzhou Promotion Channel to bring you the latest car purchase information. Currently, the much-anticipated promotion is going on, and Mercedes-Benz brand consumers in Changzhou can enjoy a car purchase profit of up to 155,100 yuan. The starting price has been reduced to 688,700 yuan, which is undoubtedly a great opportunity for consumers who are keen on this luxury coupe. To seize this offer, click the "Check the car price" button in the quotation form and let’s explore more possible car purchase discounts together.

The exterior design of the Mercedes-Benz GLE coupe is unique, combining elegance and power. The front face adopts the iconic star emblem design of the Mercedes-Benz family, and the air intake grille is made of chrome mesh, which is exquisite and atmospheric. The streamlined body lines perfectly combine luxury and sports, showing a strong visual impact. The overall style is full of sporty sense, while not losing the luxury temperament, providing the driver with an unparalleled driving experience.

The Mercedes-Benz GLE coupe exudes its unique charm with its streamlined side design. The body size reaches 4941mm*2018mm*1716mm and the wheelbase is 2935mm, providing a spacious and dynamic body ratio. Its tire size is 275/50 R20, and the front and rear tire specifications are consistent. With the refined wheel design, it not only enhances the visual impact of the vehicle, but also ensures the stability and comfort of the ride. The elegant and powerful side lines outline the usual luxury and sports aesthetics of Mercedes-Benz, which is unforgettable at a glance.

The interior design of the Mercedes-Benz GLE coupe fully reflects the perfect fusion of luxury and technology. The center console features a 12.3-inch high definition touch screen for an intuitive and convenient operation experience, integrated multimedia system, navigation, phone and air conditioning functions, so that the driver can control the vehicle information at any time. The steering wheel is wrapped in exquisite leather, providing an excellent grip and supporting manual and electric adjustment, both comfort and convenience are fully considered. The seats are made of imitation leather, which is comfortable and easy to take care of. The main and passenger seats are equipped with 4-way adjustment and waist support. They are equipped with heating and ventilation functions to ensure the comfort of long-distance driving. The driver’s seat is also equipped with electric memory function to meet individual needs. The interior layout of the car is reasonable, and the rear seats support proportional reclining to provide flexible loading space. Overall, the interior design of the Mercedes-Benz GLE coupe focuses on the combination of practicality and luxury experience, creating an elegant and technological riding environment for passengers.

The Mercedes-Benz GLE Coupe is equipped with a 2.0T turbocharged engine with a maximum power of 190 kilowatts, which can provide a strong power output. The torque performance of this engine is 400 Nm, and it is combined with a 9-speed automatic transmission to ensure smooth and efficient conversion of the vehicle during driving, providing the driver with an excellent driving experience.

In this promotion, the Mercedes-Benz GLE Coupe has won the favor of many consumers with its excellent performance, luxurious interior and eye-catching design. At this moment, we are giving back to the majority of riders at a very competitive price, so that everyone who pursues quality life and driving pleasure can enjoy this surprise. The price reduction promotion of the Mercedes-Benz GLE Coupe is not only a positive response to market changes, but also a deep understanding of consumer needs. Seize this rare opportunity to make the Mercedes-Benz GLE Coupe your right-hand partner in your journey, and act now to start a new era of driving for you!

1905 movie network news　August 26On the day of the film, the poster and role poster of the unit "The Road Back Home" directed by Deng Chao and Yu Baimei were exposed, and the official starring lineup was announced.Deng Chao, Yan Ni, Wang Ziwen, Wang Yuan, Miao Fustarring, Wu Jing, Sun Li, Yue Yunpeng, Jia Ling, Dai Lele, Liang ChaoYue Hong is particularly starring. Rich northern Shaanxi style, a strong cast to help up the ante, looking at the northwest of the motherland of the "road back home" will bring what surprises and highlights?

The film "Me and My Hometown" is directed by directors Ning Hao, Xu Zheng, Chen Sicheng, Yan Fei & Peng Damao, Deng Chao & Yu Baimei, respectively. Zhang Yimou is the director of the film, Ning Hao is the director, and Zhang Yibai is the chief planner. It will meet with the national audience in this year’s National Day file.

　

Deng Chao and Yan Ni led the "Tuwei Township Party" on the road back to their hometowns

Wang Ziwen made a stunning appearance, Wang Yuan subverted his image, and Miao Fu took on dialect teaching

In the first two weeks of the movie "My Hometown and Me", it was exposed that Chen Sicheng directed the "UFO Falling from the Sky" unit, which was called "Tang Tan 2.9", and Ning Hao directed the "Beijing Good People" unit Ge You played Beijing again, both of which were highly discussed and praised by the audience. "The Road Back to My Hometown" is the third unit story exposed by the movie "My Hometown and Me". From the poster, it can be seen that the story took place in the desert of the northwest of the motherland, where the sky was full of yellow sand and flocks of sheep. Deng Chao and Yan Ni led the "local villagers" to embark on the road back to their hometown with laughter and laughter.

Deng Chao, who is both the director and the star of this unit, subverts the past screen image and challenges the role of a man in northern Shaanxi. His temperament is down-to-earth, and he smiles until he squints. What is it that makes him so happy that he can’t help it? When Yan Ni from Shaanxi returned to his hometown, the shopkeeper Tong Xiangyu turned into an elite Yan Feiyan, neatly dressed and embellished with sunglasses necklaces. He left home and returned the eldest. I don’t know if his hometown still looks like what he remembers? Wang Ziwen’s Jessica, who plays the role of Wang Ziwen, can be seen from the name that it has nothing to do with this loess land. What kind of opportunity does an exquisite and beautiful city girl have to go to the countryside in person? Wang Yuan, who plays Teacher Xiao Han, has a subversion to the point where people exclaim, "I almost didn’t recognize it In order to create a character with more than one dark skin, what kind of screen highlight moment will Wang Yuan bring this time? As a native of Shaanxi, it is appropriate for Miao Fu to take on the teaching of Shaanxi dialect in the crew. In front of the stage, he plays a man from northern Shaanxi and takes on the role of dialect behind the scenes. What surprises will Miao Fu, who plays cross-border crosstalk movies, bring?

Wu Jing modeling earthy, Sun Lidang flight attendant, Yue Yunpeng Jia Ling group cp

"My Hometown and Me" celebrates the National Day and Mid-Autumn Festival with the audience

In the "Road Home" unit, the tough guy Wu Jing turned into the boss of northern Shaanxi, with a white towel wrapped around his head to show "rustic", and his ears stuffed with wireless earphones without losing "foreign". What happened to make the boss who combined "rustic and foreign" frown? Sun Li, who played the flight attendant, must have met the "rustic township party" during the journey. This is also the first screen fit between Sun Li and Deng Chao after that. What kind of opponent play will the husband and wife bring in the same frame? Surprise one after another, Xiao Yue Yue and Jia Ling CP, don’t miss it, what sparks will the two people who can be called universal CP form CP? What kind of "laugh" fruit will the two pistachios team up to bring? What’s more interesting is that the character names Yue Longgang and Jia Yuling are also the real names of the two, which can be called "I play myself", and the "Road Home" unit will really play! Actors Dai Lele and Liang Chao, who have starred in many films co-directed by Deng Chao and Yu Baimei, also starred in the "Road Home" unit. Dai Lele played a flight attendant in this film. Liang Chao was once rated as an unreplicable "golden supporting actor" by the audience. What wonderful performances will the two bring in this film? Yue Hong, a powerful actor who has won several Golden Rooster Awards, also starred in this film.

According to Yu Baimei, the director of the "Road Back Home" unit, this story is also Deng Chao and Yu Baimei’s own road back to their hometowns. Both of them are wanderers from their hometowns, and they are also the epitome of thousands of wanderers. Even if they have traveled far for a long time, as long as they hear the hometowns and eat the delicious food of their hometowns, they can instantly awaken their childhood memories. The fallen leaves return to their roots and the wanderers return to their hometowns. The Chinese people’s local consciousness and feelings are deeply engraved in the national genes. The "Road Back Home" unit conveys the hot and rich homesickness by telling the stories of young people staying in their hometowns and returning to their hometowns. Even if the road back to their hometowns As a companion to the 2019 National Day Box Office Champion, "My Hometown and Me" tells the stories of my hometown in the five regions of the motherland, east, west, north, south and middle, with space as the axis. So far, three of the five unit stories of "My Hometown and Me" have been exposed, each of which has distinct regional characteristics and hometown customs, making the audience feel warm and cordial, and also looking forward to the exposure of all the stories and lineups.

　

The national comedy "My Hometown and Me" was jointly presented by the most powerful film companies in China, and nearly 100 actors from nine major directors were assembled to form the "Chinese Comedy Dream Team". It was rated by netizens as the must-see comedy with the first expectation of the National Day file. It will be officially released on October 1, coinciding with the National Day and Mid-Autumn Festival. The cinema will laugh together to celebrate the festival!

Yang Mi

Co-produced by Lime Moe Film, Lime Moe Yuexin, Penguin Film and Television, adapted from the novel "The Queen of Shake" by Tianxia Guiyuan, written by Xie Yanyan, co-directed by Yang Wenjun, Xie Ze and Li Cai, Yang Xiaopei served as the chief producer, Yang Mi and Ruan Jingtian starred, Liu Yijun and Wang Jinsong starred in particular, Gao Weiguang, Lai Yi, Zhang Yachin, Hu Ke, Gao Hanyu, Huang Youming, Li Yixiao, Jiang Long and other co-starring TV series "Shake" is currently being broadcast on Zhejiang Satellite TV’s China Blue Week broadcast theater, and the countdown to the end this week. The "Five Continents Burning War" that lasted nearly two months is about to usher in the ultimate peak showdown. Fu Yao (played by Yang Mi) is still moving forward bravely, and the imposing red blood continues to burn. While fans at home and abroad are reluctant to close, they are also eagerly looking forward to the final direction of the plot. The positive energy of "Fu Yao" has spread in an all-round way, and in the midsummer of this year, with a high realistic temperature, it has won the affirmation of the majority of audiences and the recognition of official media.

"Shake" Reality Core Triggers Strong Resonance: Inspirational Growth Explodes Positive Energy

"Fu Yao" runs through the theme of "shaping personal value with an independent spirit and changing destiny with a pure heart" with a realistic and in-depth growth process. Just like the progress of the workplace in real life, many people will encounter confusion, misunderstanding, betrayal and even framing on the road of growth. Fu Yao uses sincere and passionate adventures to break through obstacles with tenacious beliefs, and constantly strives to achieve transformation. In addition, each character in "Fuyao" is fresh and independent, and many viewers can find their own shadows in it: Fuyao’s fearlessness and courage "although tens of thousands of people have passed away", does not change his mind for good and evil in the world, and becomes stronger under the polishing of hardships and trials; Wuji (Ruan Jingtian) "has the world in his heart and will never live up to" dedication and belief, bears the heavy responsibility of protecting the people of five continents, and gradually finds his true self in the rush to solve difficulties, and understands what he wants; Zhan Beiye (Gao Weiguang) and Yalanzhu (Zhang Yachin) accompany each other, step through the ups and downs, and finally fall in love; Zong Yue (Lai Yi) puts down hatred and embraces in the selfless dedication of Qi Yun (Yuan Yuxuan) Life. The unique charm of "Fu Yao" is that through the growth and transformation of characters and the integration of modern values, it stimulates the power of reality to lead the audience to produce more and deeper insights and thinking, so as to form a positive interaction with audiences at home and abroad.

Ethan Ruan

Drama fans are reluctant to part with "Shake" Countdown: "Five Blessings" cp high torture is about to kill each other

Accompanied by the continued enthusiasm of audiences at home and abroad, "Fuyao" is about to usher in the final battle. Many netizens said, "After reading this week’s preview, the plot is abusive, Fuyao knows the ultimate secret of himself, and the fate of life and death is difficult to choose. I feel sorry for Wufu cp to kill each other and book", "In the past two months, I have gone through fire and water with Fuyao and traveled to five continents. Through the growth of Fuyao to improve my own vision of things, I can’t bear to see Fuyao", "Fuyao and Wuji go hand in hand, and we can’t get tired of facing the wind and rain together. The ending is coming soon. Looking forward to Wufu cp overcoming the difficulties together before sending sugar". In the latest plot preview, the eldest grandson (Wang Jinsong) "worked hard" and coerced Fuyao to kill each other with the Empress of Yuan (Chuanzi), with the intention of making Wuji cut off the affair between his children, "Even if everyone betrays each other, let him walk alone like steel"; Fuyao tried his best to influence the eldest grandson, "From beginning to end, Wuji has always regarded you as his biological father. He respects you, loves you, and even feels sorry for you. He has been cautious all the way from Taiyuan and dare not relax in the slightest. It is because he is afraid of failing your expectations. Because you are the person he respects the most in his heart," how will Fuyao solve the "dead end" under the dilemma? In addition, Fuyao will face a cruel attack: his own life affects the safety of the people of Wuzhou, and the person he loves the most in front of him is actually "born as an enemy". The problem of the fate of the "Five Blessings" cp is completely spread out, and it is difficult to escape mutual abuse. Unknown plot, full of suspense, which is exciting.

"Fu Yao" tells the story of an ordinary girl who was born at the bottom, Fu Yao, who set off down the mountain to rescue her companions and embarked on an adventure in five continents. During this process, she accidentally met the eldest grandson Wuji, and stood side by side in love with him; the two adhered to the belief that "although thousands of people are gone", they went through hardships and overcame thorns, and finally succeeded in fighting against an unfair fate.

　　"Son, dad can give you a kidney, so you don’t need dialysis, and you can live a normal life."

　　"No, Dad, I can’t have your kidney. I don’t want you to suffer."

　　"The doctor said, as long as you pay more attention, my body is no problem. You have a long way to go, and Dad hopes you can live a normal life. " Dai Junfu, who rented Dujiangyan, tried to persuade him, but he could only say these words. He felt that the words were very pale, but all his thoughts were in his heart. It’s just that my daughter with uremia is also very determined and doesn’t want to drag her father down.

　　If it is deadlocked for three years &hellip; &hellip;

　　Finally, on April 2 this year, Dai Junfu reached his wish to donate his kidney to save his daughter. The left kidney he donated was transplanted to his 21-year-old daughter Dai Rui. Prior to this, Dai Rui had been repeatedly notified of critical illness.

　　"I can save my daughter with a kidney, I am willing!" At the age of 23, Dai Junfu became a father. At the age of 45, he gave his daughter another life.

　　　Kidney donation deadlock

　　I persuaded my daughter to accept her kidney for three years.

　　After kidney transplantation on April 2, Dai Junfu returned home to recuperate, and his wife Zhou Liqun has been taking care of her daughter Dai Rui in the hospital. Their home is a two-bedroom apartment located in Zhongxing Town, Dujiangyan City. There are no tiles on the clear water floor. Although it is a rented house, it is also a warm home for three people.

　　From the age of 13, my daughter Dai Rui has been ill for 8 years. In the past few years, this family has a regular operation schedule: every Monday, Wednesday and Friday, her daughter Dai Rui rides a battery car to Dujiangyan Red Cross Hospital for dialysis; Dai Junfu works in the front of Qingcheng Mountain Scenic Area, which is the main source of income for the whole family. Zhou Liqun suffers from Sjogren’s syndrome (immune disease) and usually does odd jobs in the local area to supplement her family.

　　"My daughter’s illness, because of dialysis and review, did not study." Dai Junfu is sitting on the sofa, and he needs a cushion when he is still recovering from surgery. He said that before his daughter got sick, a family of three had the most ordinary happiness. On weekends, I will also go to the river for tea or visit the park.

　　In 2010, Dai Rui was diagnosed with systemic lupus erythematosus. Dai Junfu looked around for remedies for this. He was cheated of thousands of money, but his condition did not improve. He finally realized that he had to be treated honestly in the hospital.

　　In 2013, Dai Rui’s condition deteriorated into uremia. After talking to the doctor, Dai Junfu was very blocked and didn’t know how to speak.

　　"Son, dad can give you a kidney, so you don’t need dialysis, and you can live a normal life." Knowing that kidney transplantation is the best choice for her daughter, Dai Junfu still made a bottom with Dai Rui.

　　"No, Dad, I can’t have your kidney. I don’t want you to suffer." Dai Rui won’t do it. She is afraid that her father’s health will collapse.

　　"The doctor said, as long as you pay more attention, my body is no problem. You have a long way to go, and Dad hopes you can live a normal life. " Dai Junfu tried to persuade him, but he could only say these words. He felt that the words were very pale, but all the thoughts in his heart. It’s just that my daughter’s attitude is also very firm and she doesn’t want to drag her father down.

　　During the stalemate, Dai Rui’s condition was very unstable, and she was critically ill several times. Her daughter even proposed to donate her cornea. Once he was critically ill in the middle of the night, Dai Junfu had already signed the consent form for organ donation. Fortunately, his daughter came back from the gate of hell.

　　After three years of persuasion, doctors familiar with Dai Rui also helped with ideological work, and her daughter finally agreed to a kidney transplant. "I pulled her to go through the formalities that day, and I was afraid that she would go back on her word." Dai Junfu immediately arranged the application for surgery and reviewed the materials. Because the surnames of the father and the daughter use the same pronunciation but different words, the two also specially went to have a paternity test &hellip; &hellip; And all this is to queue up for surgery as soon as possible.

　　In order to donate a healthy kidney to his daughter, he insisted on walking for two years and walking for an hour and a half every day. Get up at 6 o’clock in the morning, go out before 7 o’clock, and walk seven or eight kilometers to Qingcheng Mountain to work. After work in the afternoon, if you want to go home early to see your daughter, you will go home by car.

　　　Father loves nothing.

　　I bought a wheelchair in the hiking city and pushed my daughter for a ride.

　　On April 2nd, the day of the operation, Dad came to the ward to see Dai Rui.

　　"Come on, take a selfie!" Dai Junfu proposed. "Son, don’t be vain. See you later!" After taking photos, Dai Junfu advanced into the operating room. An hour later, Dai Rui was also pushed in. A kidney with her father’s body temperature was placed in her daughter’s body, thus giving her a second life.

　　On April 11th, in the ward of West China Hospital, both Dai Rui and her mother wore masks with neat braids. This is a critical period after her operation. Once she catches a cold, it is easy to cause lung infection. Dai Rui is filling out the postoperative observation form, how much water he drank and how much urine he discharged, and his handwriting is neat.

　　"I am very attached to my dad. I have to hold his hand when I go out to play. He always says that I am still like a child." Dai Rui, 21, loves to laugh and listen to Jason’s songs. She says there is a lot of positive energy in the lyrics. Dai Rui said that when she was a little girl, she lost an infusion for 40 days, but she could only sit all the time because she was swollen, but she really wanted to go out and "let out the wind." Dai Junfu bought a wheelchair for this and said he would leave. Jinli, Kuanzhai Lane and Funan River are a big circle. "Dad, your feet don’t hurt? My ass hurts. " Dai Rui tilted his head and asked Dai Junfu behind him. Dai Junfu was a little proud. "It’s no problem to walk again!" Say that finish, both father laughed.

　　Usually for dialysis, Dai Rui rides a battery car alone. It takes about 5 hours at a time from waiting to getting off the dialysis machine. She fainted twice because of hypoglycemia. Once when she was about to fall down, Dai Rui quickly called her father. "Dad, I feel terrible. I am at Qingcheng Bridge." Say that finish, just passed out. Good-hearted passers-by quickly called an ambulance and sent it to a nearby hospital for infusion. Confused, Dai Rui thought he was still doing dialysis, and his left hand never dared to move. When I woke up to see my father, the first sentence was "I’m so tired, please get off the dialysis machine." Dad lovingly said, "You got off the plane a long time ago. Now it’s time to save your infusion."

　　"My dad’s cooking is delicious, especially baking tofu and all kinds of dishes." Speaking of which, Dai Rui’s mouth is watering. Because of the drug reaction, she always vomited after eating for a while, and Dai Junfu would try her best to make her something she wanted to eat. With renal osteopathy, Dai Rui’s feet often hurt, and Dai Junfu massages her every day to relieve the pain.

　　"My mother and I are both sick, and my father has to spend a lot of energy to take care of us." Dai Rui said, but Dad is also very diligent and responsible for his work. He is not only an advanced earthquake relief worker in 2008, but also an excellent party member. In recent years, in order to cure the disease, my father borrowed money everywhere, scrimped and saved, and was not willing to buy a dress. In the same period, the Qingchengshan-Dujiangyan Scenic Area Administration, where Dai Junfu is located, has organized two fund-raisers, and with the help of relatives and friends, the family can survive.

　　　The past of critical illness

　　Traveling to Chongqing is the only foreign trip for a family.

　　Every afternoon after surgery, it is a fixed video time for Dai Junfu and Dai Rui.

　　"Son, did you drink water today?" This is what Dai Junfu is most concerned about. After the operation, Dai Rui needs to urinate more than 2000 ml every day. She must drink water very hard. "Drink. I drank too much in the afternoon and just got up at night. " Dai Rui responded. "Drink more when you get up at night, and don’t have sex with your mother &lsquo; War &rsquo; Now she is the only one taking care of you. " Dai Rui seldom talks back to her father, but she talks back to her mother. Dai Junfu couldn’t help telling her. "I see, do you drink much water?" Dai Rui cares about Dad. "What you drink is warm water." Dai Junfu "reports" to his daughter.

　　Hanging up the phone, Dai Junfu flipped through the photo album at home and talked about the only trip out of the province for the whole family &mdash; &mdash; Chongqing trip in 2016. "My daughter proposed it. At that time, she experienced several critical illnesses and was afraid that she would not live long. She told me that she wanted to go out and play once." Dai Junfu is a bit sad to say. When my daughter was a child, because he worked in the back of Qingcheng Mountain and his wife was also working, she could only come back once or twice a month, and her daughter could only live with her grandparents. Although I am a tourism practitioner, I spend my holidays in my post, and I don’t have time to take my daughter to a distant place to have a look.

　　"Then choose a place closer. You need dialysis on Monday." Dai Junfu suggested going to Chongqing, and her daughter agreed happily. A family of three got on the bus and went all the way to Chongqing. "In a hurry, I strolled down the street and took a cruise at Chaotianmen." Dai Junfu felt a little ashamed.

　　The father and the daughter have been putting on a dragon gate array all the way. My daughter said, "Sometimes I feel like a dream, as if I woke up one day and I was a healthy body." Dai Junfu said that in fact, he often has such an idea, so WeChat is called "Waiting". He always comforts his daughter, too. Huaxi Dushi Bao-cover journalist Lai Fangjie’s photo report