At 1 am on October 30th, Beijing time, in the 10th round of Serie A in 2023-24, Inter Milan played against Rome at home. In the first half, Charles Hanoglu shot and hit the doorframe; In the second half, Thuram scored the winning goal in the 81st minute, and Augusto hit the crossbar again. In the end, Inter Milan beat Rome 1-0, overtaking Ewan and rising to the top of the standings.

In this game, Roma coach Jose Mourinho was unable to play against his old club because of suspension, but Lu Kaku appeared in the starting lineup of Rome, and he was booed by tens of thousands of Inter fans at Meazza Stadium.

In the 6th minute, Char Hanoglu blasted a long-range shot in front of the restricted area, and the ball bounced back after hitting the doorframe. Then Thuram’s barb hit the door and the goalkeeper got it. In the 7th minute, Inter’s left corner kicked into the restricted area, and lautaro’s header was not strong enough, so the goalkeeper confiscated the ball.

In the 15th minute, dumfries made a cross from the right, Thuram’s header hit the defender, and then his stab was blocked by the goalkeeper. In the 16th minute, Di Marco’s shot on the left side of the restricted area missed the far post.

In the 24th minute, mkhitaryan received the clearance ball before the top of the arc and volleyed it high. In the 38th minute, dumfries made another cross on the right, and pawar, who was inserted into the restricted area, volleyed his right foot and missed. In the 45th+3rd minute, varela got the chance to volley in the restricted area, and the ball was higher than the crossbar. At the end of the first half, neither team scored.

In the second half, it was easy to fight again. In the 48 th minute, Inter Milan’s free kick was hoisted into the penalty area, and Thuram’s header was high.

In the 59th minute, varela crosses the restricted area, Thuram returns the ball in the chest, lautaro volleys with his right foot, and the ball bounces to the ground and is hugged by the goalkeeper. In the 65th minute, Rome won a free kick in front of the penalty area, and chaaraoui took the penalty and hit the wall. Two minutes later, Charles Hanoglu blasted a long-range shot in front of the restricted area, and the ball hit the defender and crossed the bottom line in disguise.

In the 76th minute, Aslani took the ball in front of the restricted area. When he saw that no one had come forward to block it, he hit a long-range shot, and the ball slightly missed the post.In the 81st minute, Di Marco crossed the ball on the left side of the frontcourt, and Thuram, who was inserted into the middle of the restricted area, grabbed the ball and scored a goal. Inter Milan led Rome 1-0.

In the 89th minute, Augusto made a cross on the left side of the frontcourt. Thuram’s outflanking shot in the middle missed. In the 90th minute, Augusto made a long-range shot in front of the restricted area, and the ball hit the crossbar and popped up.

In the end, the whole game ended and Inter Milan beat Rome 1-0.

"The producers of Love Language City once again gave outsiders a little shock."

For example, just a few minutes after the live broadcast of the 6th anniversary of the official account of the game was launched last night, the related topics of # Love and Producer 6th Anniversary # rushed to Weibo and bilibili. As of today, there have been six hot searches in Weibo in one day:

At the same time, the producers’ active discussion also made the popularity of Weibo’s super talk of Love and Producer rise continuously, and it rushed to the position of Top1:

As a product that has been on the line for 6 years, it is really amazing that it still has such a strong influence today.

However, if you are interested in "archaeology", you will find that it is common for the topic of "Love and Producer" to be searched in major communities in recent years; The sales of surrounding flagship stores have been on the list of e-commerce platforms for many years; In the offline scenes that many people can’t see, the ladies of the city of love are even more active.

For a long time, people in the industry will naturally attribute the success of Love and Producer to the first-Mover advantage and the gift from the blue ocean market of National B in that period, which can explain its phenomenal explosion in that year, but it cannot explain the consistent enthusiasm and actions of players today after many years.

With the opportunity of the sixth anniversary of Love and Producer, it’s time to find the real answer.

Get on the train in the name of love

I have to say that this anniversary live broadcast provides a textbook example in providing emotional value for female players:

The theme of the whole live broadcast was "Love, Travel and Destination", and the players boarded the sixth anniversary commemorative train with the characters and seiyuu teachers.

At the beginning of the game, the characters in the game "showed their magical powers" in the small theater in the waiting room with the gesture of hand puppets, and took the players to start this love journey with a relaxed, humorous, warm and loving atmosphere. Players can not only see Zhou Qiluo’s and Li Zeyan’s "the name of the dish", but also the "cooperative magic" between Professor Xu Mo and Ling Xiao’s college students, and even have an impromptu RAP with active blood.

Then seiyuu teachers appeared as train attendants, accumulated train energy through interactive games, and took the players to recall the bits and pieces about the characters.

As the journey continues, more surprises come to the players. The game characters have prepared fairy tale books, telling stories about courage and love in the form of fairy tale variants.

In this romantic and touching atmosphere, the train arrived at the terminal and set off the climax of the whole live broadcast:

The five characters personally arranged their own confession platforms, and the tokens representing precious memories and everything about the producers were displayed in this exquisite and romantic platform. In the personal songs of the characters, they slowly tell the past with the producers and express their eternal love and initial heart.

The sense of atmosphere, ceremony and immersion are all taking care of the players’ rich and delicate hearts. Gyro Jun, who watched the whole process, also saw what is called a barrage like a mountain call and tsunami:

This cross-dimensional two-way trip not only gave me a concrete experience of the sincere and profound feelings between the characters and the producers, but also gave me a more intuitive feeling of the attitude and operational ability of the team of Love and Producer.

It is self-evident that major product nodes such as anniversary are critical to product operation, especially for female-oriented games where players have invested a lot of delicate emotions, its position is more prominent.

It can be seen that the "Love and Producer" team went all out in this activity: it lasted for 120 minutes, and the combination of hand puppet performances, animation scenes, live shooting and other forms brought a rich viewing experience. The link between each link constantly promotes the player’s mood, and the beautiful scenery and the orchestra’s passionate performance create an unparalleled audio-visual feast.

Therefore, it is not so much a live broadcast as a grand party with a lot of resources and careful preparation, which just echoes the hot search # Love and Spring Festival Evening # last night.

Looking through the discussion of players related to Love and Producer, I found that their comments on it are often "initial heart" and "Bai Yueguang".

Even many people think that they are "enough" and "tired" and unload the game, but they will involuntarily return to the love language market every once in a while; There are not a few players who have survived since the opening of the service.

From the player’s point of view, Li Zeyan, Xu Mo, Bai Qi, Zhou Qiluo and Ling Xiao are too attractive to give up. From the perspective of the industry, the source of high loyalty is the absolute grasp of the shaping of diagonal colors and feelings, which is inseparable from the long-term insight into female users and the self-innovation of products that keep pace with the times.

Love women’s long-term operation requires the professionalism of "temperature"

"Now the ladies are eating better and better."

Whenever "Love and Producer" has a big update, it will always receive such comments from players, especially this year. Among the nicknames given by the player group to the paper folding game, "roll paper" (meaning too big) is also quite loud.

In fact, the quality of the sixth anniversary live broadcast is the epitome of the professional ability of the team of Love and Producer. Looking back at the update and development of the game content, I prefer to call it "professionalism with temperature".

The content iteration direction of Love and Producer has always been linked to the increasing demand of female players for diversified aesthetic, emotional and interactive dimensions.

In terms of content shaping, an intuitive performance is that the role card is getting better and better. On the premise that the charm of the characters remains unchanged, the card face of Love and Producer has gradually completed the evolution of 2D→Live2D→ Interactive Live2D, so the charm of the characters has become stronger with the improvement of technical expression.

Another performance is the increasingly rich gameplay in the game. The cute and fat baby image newly launched this year will also accompany the players to spend their leisure time here:

In narrative, the team has been boldly trying to seek breakthroughs in theme, content, form and other aspects to create a sense of freshness for players.

Take this year’s update as an example, there are both ethnic minority themes that reflect the cultural collision and are full of exotic customs, such as Chinese Valentine’s Day’s "Ni Trace in the Mountains and Seas", and western fantasy themes that create an epic and fatalistic sense, such as Halloween’s "The Death of Power".

As far as emotional experience is concerned, the story of a mountain and a sea is more like a cookie, while the story of the disappearance of power is serious, even with a strong tragic color-the former "sends sugar" and the latter "sends knives". Thanks to the profound narrative skills, the two diametrically opposite emotional experiences have won the same high praise among the players, and some players even send videos to study and taste them.

In terms of long-term operation, the "Love and Producer" team also has their unique understanding.

For example,Each character has a unique Weibo account.It has been updated since 2018 and has never stopped. Here, you can see them sharing their daily lives, and it has also become a channel for players to express their love outside the game, and the sense of companionship that lasts for a long time arises spontaneously:

What’s more, the characters will even write clues about future activities in their blog posts, creating a surprise for players who are aware of it and suddenly realize it:

The foreshadowing of the grass snake gray line brings the echo of the experience inside and outside the game, which invisibly enhances the realism of their existence and the sense of trust with the players.

In addition, the meticulous care for players’ emotions is also the advantage of the tour operation.

In the mature interactive form of the game character calling the player, the team of Love and Producer continues to polish the details and strive to improve the player’s experience. For example, in this interactive phone call for the sixth anniversary, they innovatively provided players with 15 seconds of free interaction time-making it a real call that can express their hearts with the characters; Even the last number of the call number is buried with the egg of the character’s birthday, which makes many players feel such "useful details".

On the one hand, all of the above reflects the accumulation and deep cultivation of Love and Producer at the content level, on the other hand, it reflects the team’s deep grasp and care for the psychology, preferences and habits of female users: there is professionalism in temperature, nothing more than that.

Is time a killer? His arsenic is my honey.

To tell you the truth, in terms of age, Love and Producer, which has been online for six years, is really an old game.

However, judging from the marketing actions of this game in recent years, it is hard to say that it is really old. Even because of its solid user base, Love and Producer has taken the ladies to play more and more "wild" and always rushed to the forefront of the Internet trend. The new linkage plan for 2024 announced in this live broadcast includes intangible cultural heritage such as Jiaodong Huabo, cross-border cross-cultural IP such as Sherlock Holmes, and scenes of Xiamen travel, Baidu map, traffic card and COCO milk tea linkage involved in the daily life and work of producers.

In addition to the routine operations of major countries such as milk tea brand co-branding, you can even see that it is linked with the pink rabbit, and the funny and funny expression packs quickly spread among the players:

Or the "earth to the extreme" farmhouse activities, allowing players to achieve epic achievements such as witnessing Li Zeyan selling fish and Professor Xu Mo selling vegetables:

There are also cross-border linkages with high-end brands such as Longines to meet the needs of players at different levels:

There is also a cross-border linkage such as "Love and Producer" X Suzhou Arts and Crafts Industry Association X Suzhou Silk Museum, which brings unique aesthetic experience to players, but also moistens the intangible cultural heritage and the charm of traditional culture in the hearts of players.

Popular and extravagant, funny and serious, modern and traditional, bold and generous marketing planning again and again, repeatedly bringing fresh and interesting experiences to players, it is really necessary to reiterate:

"The ladies are eating better and better."

For many game products, time always plays the role of "killer". However, from "Love and Producer" and its players, I can see that the flow of time can’t erase the enthusiasm, but because of the precipitation of years, this feeling is more meaningful and profound.

In other words, in terms of products rooted in human emotional needs, time is by no means arsenic, or even better than honey-of course, the premise is that the product itself is excellent and deep enough to allow players’ emotions to continue, accumulate and grow. Love and Producer, which has spanned six years, is undoubtedly an excellent example.

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It is an acknowledged fact that "Love and Producer" opened the door to National B; Another fact is that due to the phenomenal achievements of this game, the national B track has long been in a "post-love and era".

This evergreen game, which has been online for 6 years, made me clearly realize that even the paper makers are not necessarily the more "new" the better for those players who infuse life feelings into their characters. They are still waiting for their next, next, eternal anniversary with the characters. The lethality of "Bai Yueguang" not only comes from the glimpse of youth, but also lies in the company and dedication in the morning and evening.

(The author of this article is Jianwen Consulting, a cross-border insight into the medical industry)

On the morning of November 28th, the responsible comrades of the Organization Department of the Central Committee attended the meeting of leading cadres in State Taxation Administration of The People’s Republic of China, and announced the central decision: Comrade Hu Jinglin was appointed as the Party Secretary of State Taxation Administration of The People’s Republic of China, and Comrade Wang Jun was removed from the post of Party Secretary of State Taxation Administration of The People’s Republic of China.

A short news of personnel appointment has aroused the attention of practitioners in the entire medical industry.

The Medical Insurance Bureau, whose administrative level is only the deputy ministerial level, has been deeply embedded in the medical and health field of China by virtue of its frequent medical insurance policies in the past five years, and even transformed and reshaped the behaviors of patients, hospitals, enterprises and other multi-stakeholders, and has become the leader of the linkage among the three hospitals in medical reform.

For Hu Jinglin personally, he was born in the financial system, and this time he can be said to return to the fiscal and taxation circle. As the first director of the National Medical Insurance Bureau, if you understand Hu Jinglin, you can understand the work of the National Medical Insurance Bureau in the past five years.

In the eyes of many medical insurance policy observers, the National Medical Insurance Bureau, as a super payer, has successfully completed the phased historical task of "controlling medical insurance fees" in the past five years with a number of policies, such as national talks, centralized procurement, payment mode reform, outpatient co-ordination and individual account reform. Today, the balance of medical insurance funds has exceeded 4 trillion yuan.

But at the same time, the relationship between medical insurance and pharmaceutical industry innovation still needs to be straightened out; After "changing cages for birds", the pace of medical service price reform is slightly delayed; Although medical insurance is forced to go upstream, which can generate great impetus, it is obviously unrealistic to rely solely on medical insurance.

All these call for the National Health Insurance Bureau to make greater achievements in the next five years.

The "tax collector" who broke into the medical system

According to the website of State Taxation Administration of The People’s Republic of China, Hu Jinglin is the Party Secretary of State Taxation Administration of The People’s Republic of China.

Time goes back to five years ago. On May 31, 2018, with the official unveiling of the National Medical Insurance Bureau, Hu Jinglin, who was born in the financial system, became the party secretary and the first director, and entered the medical field.

This appointment has surprised many people in the industry. Looking back now, in the early days of the establishment of the National Medical Insurance Bureau, in order to complete the task of "managing the medical insurance fund", it can be said that it is appropriate for the financial system official to serve as the director of the National Medical Insurance Bureau.

Zhu Hengpeng, director of the Public Policy Research Center of China Academy of Social Sciences, once pointed out that the raising of social medical insurance funds has a quasi-fiscal color, and at the same time, finance is responsible for the funds.

Before joining the National Medical Insurance Bureau, Hu Jing Lin had been deeply involved in the financial system for 20 years, and served as deputy director of the Property Appraisal Department of the Ministry of Finance, deputy director of the Economic Construction Department, director of the Economic Construction Department, chief of staff, assistant minister and deputy minister.

The experience of more than five years in the National Medical Insurance Bureau laid the foundation for Hu Jinglin to return to the fiscal and taxation system.

The aforementioned scholars in the field of public management said that the administrative leaders of various departments belong to policy posts, and they pay more attention to political quality and personal ability than familiarity with the industry, so that the incumbents can fully exercise their decision-making ability.

During his tenure as director of the National Medical Insurance Bureau, Hu Jinglin’s work style was also recognized by the outside world. A researcher in the field of medical insurance told Jianwen Consulting that Hu Jinglin was willing to listen to and absorb opinions from all sides, and his attitude was modest and polite, "unlike those technocrats".

He also revealed that he received many WeChat greetings from the director during the holidays. "This is absolutely not among the officials at the same level I have contacted."

Some observers believe that in the past five years, after the National Medical Insurance Bureau completed the task of "vacating cages", the core of the next step is to promote the task of "changing birds"-the reform of medical service prices. Shi Zihai, the current deputy director of the National Medical Insurance Bureau, is an expert in this field. He has been engaged in policy research in the National Development and Reform Commission for a long time and was once the director of the price department.

Not limited to "controlling fees", supporting innovation is the future direction.

"Through the coordinated development and governance of medical insurance, medical care and medicine, the win-win situation of’ people enjoying benefits, funds ensuring safety, hospitals developing and enterprises growing’ is taking shape."

In May of this year, Hu Jing Lin once commented on the work in the past five years at a series of news conferences on the theme of "the beginning of authoritative departments" held by the State Council.

Look carefully, medical insurance, medical care, medicine; The masses, funds, hospitals and enterprises, as the payer, the Medical Insurance Bureau, traced back to the lower reaches of the industrial chain and used the logic of managing money to connect the whole medical and health system in China, reshaping the medical and health pattern, just like throwing a big stone into an ancient well, which not only caused ripples, but also caused stormy waves.

Before the establishment of the National Medical Insurance Bureau, China’s medical care faced some problems: the adjustment time of medical insurance catalogue was not fixed, and it was only adjusted three times in 18 years, which was difficult for innovative pharmaceutical companies to predict; The drug price is artificially high, and the people’s medical burden is heavy; The logic of supporting doctors with medicine distorts the income structure of doctors; Payment by project is too extensive, excessive medical care is hard to avoid, and medical insurance funds continue to be under pressure.

This chaotic situation was gradually broken after the establishment of the National Medical Insurance Bureau, relying on frequent policies.

There are policies such as medical insurance negotiation, centralized procurement with quantity, reform of medical insurance payment method, individual account reform and outpatient co-ordination, all of which have not caused widespread debate and discussion in the industry and society. However, only by breaking the old system can we rebuild the new system on the ruins.

Specifically, there are some changes worthy of writing: promoting centralized procurement with quantity, the average price reduction of 333 drugs organized by the state is over 50%, and the average price reduction of 8 high-value medical consumables such as heart stents and artificial joints is over 80%; Together with local alliance procurement, the cumulative burden reduction is about 500 billion yuan. At present, the ninth batch of national procurement has included 41 drugs in the list, and the average price of the drugs to be selected is reduced by 58%. It is estimated that the annual drug cost can be saved by 18.2 billion yuan, and the fourth batch of consumables will also be opened this week.

The medical insurance catalogue has achieved "one adjustment per year", and 618 drugs have been added in five years. More than 80% of new drugs can now be included in medical insurance within two years of listing. The expenditure of medical insurance on new drugs increased from 5.949 billion yuan in 2019 to 48.189 billion yuan in 2022, an increase of 7.1 times. Among them, a considerable part of them are anticancer drugs and drugs for rare diseases. In addition, after reimbursement, the cumulative burden reduction for patients exceeds 500 billion yuan, which benefits thousands of families.

By November, 2023, there were 282 overall planning areas in China, accounting for 71% of all overall planning areas. The results are also quite remarkable. The data show that from January to March 2023, the average hospitalization expenses of tertiary public hospitals nationwide were 13,822.9 yuan, down by 0.8% at comparable prices, and the average hospitalization expenses of secondary public hospitals were 6,756.3 yuan, down by 1.4% at comparable prices.

After careful consideration of the above policies, we can find that the underlying logic is the efficient use of medical insurance funds, and a more rude summary is "controlling fees."

Under the control of Hu Jinglin, who was born in the financial department, the National Medical Insurance Bureau has done an excellent job in the management, use and control of medical insurance funds in the past five years. "The most important function of medical insurance is to manage the medical insurance fund", and Zhong Chongming, a medical insurance policy researcher, pointed out that this will also be the red line and safety line of the medical insurance bureau for a long time to come.

At present, although "controlling fees" is still the most basic requirement, it is not enough to complete it, and the constraint of simply controlling fees on the innovation and development of the medical industry has gradually emerged. Therefore, the next work of the National Medical Insurance Bureau may no longer be limited to simply "controlling fees".

In fact, this weather vane has begun to appear-the propaganda slogans such as "soul bargaining" commonly used in the early years have gradually withdrawn, the national mining cycle has been extended to four years, and the new national talks have also been described as "moderate". In the contact between Jianwen Consulting and industry professionals, it is also noticed that promoting the high-quality development of the pharmaceutical industry is now the direction that the medical insurance department wants to highlight.

Shanghai may have come to the front. At the end of July, Shanghai issued "Several Measures to Further Improve the Multi-payment Mechanism to Support the Development of Innovative Medical Devices" (referred to as "Several Measures"), which aroused heated discussions among practitioners in biomedicine, medical devices, commercial insurance and other fields and became the hottest topic in the medical device market in Shanghai at that time.

Xia Kejia, director of the Shanghai Municipal Medical Security Bureau, once said that the introduction of "Several Measures" is not only to promote the construction of a multi-level medical security system in Shanghai, to meet the diversified security needs of citizens, and to reduce the burden of medical treatment for the masses; It is also to improve the multi-payment mechanism of innovative medical equipment, guide good development expectations, and promote the high-quality development of biomedical industry and insurance financial industry in this city.

The industry hopes that the more such policies, the better.

In the next five years, how can medical insurance continue to "do its best"?

The industry expects that the funds saved by fee control should not only be used to support industrial innovation, but also be used to rationalize the price of medical services and correct the distorted income structure of medical staff.

Xu Yucai, a well-known medical reform expert, pointed out that "the biggest shortcoming of medical insurance reform in recent years is that the price reform of medical services is seriously lagging behind, and the price reform of medical services under the leadership of the Medical Insurance Bureau needs to be accelerated."

Previously, the state identified Ganzhou, Suzhou, Xiamen, Tangshan and Leshan as pilot cities for medical service price reform. Jianwen Consulting noted that in recent months, many places outside these five cities have also frequently adjusted the prices of medical services. However, compared with thousands of medical service price systems, there are still a few adjustments at present.

More importantly, it is an important link to be explored next whether we can shed the part of "rule by man" in medical service price adjustment and hand over the adjustment or not to the mechanism related to medical service price adjustment.

The price of medical services has remained unchanged for many years, which gave birth to the soil of selling with gold. The two have formed a fragile balance in practice, but now one end of the balance has been shattered and stands after breaking, and the other end needs to keep up quickly.

The five years since the establishment of the National Medical Insurance Bureau are also five years when the decision-making power of local medical insurance has been gradually weakened.

On the surface, the local medical insurance catalogue will gradually withdraw, and the local medical insurance equipment catalogue will gradually be unified in the future. The overall level of medical insurance funds has been continuously improved, and many provinces such as Jilin, Liaoning and Sichuan have shouted the slogan of provincial overall planning.

In the future, national overall planning may not be impossible. The authority of the local medical insurance department has been tightened continuously, and it has gradually changed to the agency.

Some scholars believe that the current reform direction is to improve the focus of medical insurance decision-making, standardize the decision-making power of governments at all levels, and establish a unified national medical insurance system.

From a deeper perspective, in recent years, conflicts and even lawsuits between private hospitals and local medical insurance bureaus are common. The contradiction between the two sides is also typical. Some local medical insurance bureaus think that private hospitals buy drugs and consumables at low prices and then report them to medical insurance at high prices, which actually reflects the different understanding of the authority of different local medical insurance bureaus. Nowadays, it has gradually become a consensus that medical insurance "cannot be stretched too long", and the law has also proved this with judgments.

The standardization of medical insurance information system provides objective conditions and possibilities for the concentration of medical insurance power, which is beneficial to the coordination of policies at all levels to some extent, but excessive concentration of power also weakens the regulatory power of local medical insurance in disguise. There are both advantages and disadvantages. Finally, judging whether the medical insurance power is concentrated in the central government is good or bad may be left to the future and reality.

In Zhong Chongming’s view, with the gradual development of medical insurance services and the continuous exploration of the direction of health insurance, medical insurance will inevitably go through the process from "managing money" to "managing some things and cooperating with more things", and in this process, corruption and inefficiency are still huge challenges.

The road to medical reform is long and arduous, although medical insurance has played a key and fundamental role, and even played a leading role in the process of joint reform of the three hospitals. However, limited by the scope of power of the medical insurance department, the medical insurance department can only "appeal", "guide" or even "force" the implementation of some specific medical reform policies, but the real executor is "someone else".

In some places, it is difficult for the medical insurance department and the health care department to work together. In the absence of a strong and effective coordination mechanism, as the medical reform enters the deep water area, the road of "crossing the river by feeling the stones" has become more challenging.

"No matter how the linkage between the three hospitals evolves and how healthy China develops, we should always uphold’ reform is the brightest background of the medical insurance banner’." Zhong Chongming said.

(The author of this article is Jianwen Consulting, a cross-border insight into the medical industry)

This article only represents the author’s point of view.