It is estimated that the price will start at 170,000 yuan, and Xingtu Eta Ursae Majoris is the "leading generation", and the high-end intelligence is well deserved.

As a high-end brand of Chery, Xingtu Eta Ursae Majoris has been expected by the industry for a long time. Facing the current wave of high-end automotive intelligence, can Starway Eta Ursae Majoris live up to expectations? With the world premiere of Starway Eta Ursae Majoris and the opening of blind subscription, this answer has become clear.

Starway Eta Ursae Majoris has a blind price of 170,000-220,000 yuan-you are not mistaken. This lion eco-smart cockpit, which is the first flying fish super-chassis, has a very artistic avant-garde aesthetic design language of light and a sense of science and technology. The blind price is so close to the people, which shows that the "400,000-level smart and luxurious flagship SUV" deserves its name.

In addition, the launch of Starway Eta Ursae Majoris has more profound significance. First of all, as the first model of Xingtu Qingdao Super Intelligent Factory; Second, the Star Road Eta Ursae Majoris is the first strategic model after the Star Road brand entered the 2.0 stage; Third, Starway Eta Ursae Majoris is the first model to apply M3X Mars Architecture 2.0; Fourthly, Xingtu Eta Ursae Majoris is the first product released by Chery Group as "Eta Ursae Majoris 2025" science and technology strategic technology innovation chain, which integrates the scientific research achievements of Eta Ursae Majoris Laboratory.

Equipped with 2.0TGDI+7DCT gold power combination.

In terms of appearance design, although it is not an all-electric vehicle, the Eta Ursae Majoris gives people the first impression that it is a very forward-looking design. The front face of the new car is designed with a borderless middle net of "Star Window", which is very futuristic and sci-fi against the background of "X" starship daytime running lights.

The side of the car body, the maximum height-width ratio of the same class of 1.145 and the design of the cockpit-type sliding-back roof of the fighter plane give the Star Way Eta Ursae Majoris a cool wide-body and low-prone effect. In the rear part, the tail spoiler of the fighter plane is designed with the tail light of Xinghe, which echoes the front face from a distance, making the Star Way Eta Ursae Majoris have a strong recognition.

In terms of power, Xingtu Eta Ursae Majoris has a global power configuration, and it will be equipped with a new energy power system in addition to the 2.0TGDI+7DCT gold power combination. Among them, China Top Ten 2.0TGDI engine can provide super output of 400T.

Chassis comfort is comparable to "magnetic levitation"

Of course, as a representative of domestic high-end models, the biggest highlight of Starway Eta Ursae Majoris is not only its appearance and power, but also its flying fish extrasensory chassis, which is undoubtedly more advanced in technology.

It is understood that the CDC electromagnetic suspension system mounted on the flying fish extrasensory chassis can collect the dynamic data of road surface, body and wheels in real time through five body posture monitoring sensors, four electromagnetic dampers and one controller, and actively adjust the suspension damping in time. The millisecond response speed is comparable to that of luxury brands. While realizing the intelligent control of vehicle attitude, CDC electromagnetic suspension system takes into account the improvement of comfort and handling. Really achieve the luxury quality of "starting without looking up, braking without nodding, turning without tilting, bumping without sprinkling water".

In addition to the CDC electromagnetic suspension system, the flying fish extrasensory chassis is also equipped with chassis hydraulic vibration isolation system and SS system. With the technology of double hydraulic mounts and hydraulic bushings, the road vibration can be reduced by more than 30% in bumpy road conditions. In addition, the SS system which can accurately adjust the suspension damping according to the braking deceleration, restrain the braking nod and greatly optimize the NVH performance, Star Road Eta Ursae Majoris will realize a comfortable and luxurious experience like "magnetic levitation".

Intelligent cockpit with great sense of science and technology

From the inside of the car, Starway Eta Ursae Majoris is full of science and technology. With a 24.6-inch curved dual screen, the built-in Lion 6.0 Lion Zhiyun intelligent car system can be upgraded through OTA.

In Car One Circle, compared with the flying fish extrasensory chassis carried by Eta Ursae Majoris, the ecological intelligent cockpit of the lion should complement each other, which represents a higher level of automobile intelligence at present.

As the first model of Lion Eco-2023, Starway Eta Ursae Majoris has built an emotional intelligent cockpit full of vitality, wisdom and interconnection through four advantages: strong architecture, strong hardware, strong audio-visual and strong intelligent driving.

In terms of intelligent ecology, Xingtu Eta Ursae Majoris has aggregated third-party resources such as WeChat, Meituan, Gaode Navigation, iQiyi, bilibili, Tencent Video, Tik Tok, Himalayan, Cat’s Eye Movies, etc. In terms of hardware support and intelligent voice, it is equipped with Qualcomm 8155 smart chip, iFLYTEK engine voice, Xiongshi Zhiyun 5.0 and other golden combinations, realizing a carefree and efficient experience of the whole scene.

In terms of intelligent assisted driving, Starway Eta Ursae Majoris has a leading L2.9 intelligent assisted driving system, which includes 21 basic ADAS functions and 11 advanced intelligent assisted driving functions, in addition to high-heat functions such as AVP autonomous parking service and NOC navigation assisted driving. In addition, the AR- HUD with 50-inch imaging effect also brings users a more advanced visual experience.

"Car Circle" point of view: Since its birth, Xingtu brand has shouldered the important mission of high-end Chery brand, and now this important task falls on Xingtu Eta Ursae Majoris.

Relying on focusing on the four major areas of Mars architecture, satellite nuclear power, lion intelligence and Galaxy ecology, now the Star Way brand is moving steadily on the road of high-end, in which leading technologies and platforms play a key role. The launch of Starway Eta Ursae Majoris represents another brand-new milestone in the high-end brand of Starway.

In addition to occupying the leading level in technology and platform, which represents the future trend of high-end brand in China, Starway Eta Ursae Majoris, as a pioneer model in Starway 2.0, will also become another competitive fist product with the forward-looking technology and product advantages of the "leading generation".

Xiaomi car has been exposed, and this configuration information is very important.

The shape of Xiaomi car was exposed, this time it was not a spy photo, but a rendering of the digital model. Xiaomi officially said that this is a picture leaked by a secondary supplier, not the final production. According to my analysis, its completeness has far exceeded the visual effect of CAS surface model, and it is a productive digital-analog rendering effect map. From the analysis of the composition and rendering quality of the photo, the car is in a complete state and is likely to be the final official publicity picture.

The leaked photos are highly consistent with the road test camouflage car in proportion and important features. If this is indeed an accidental leak, then such a supplier is also immoral and in breach of contract, and we condemn it here. If this is a marketing, the effect of recitation has far exceeded expectations. Since the picture has been exposed on a large scale, let’s analyze this "young man’s first car" through some existing information.

Judging from the words on the license plate, its code name is MS11. According to Xiaomi’s previous official announcement, this will be an electric car. Its overall proportional posture is still very good, and it is a sports mid-level car with its side vision center of gravity leaning forward. The whole vehicle is elegant and agile, and there is no obvious main ridge line.

Its headlights have the feeling of McLaren, and there are four LED light sources in it, which is the premise of realizing the follow-up steering function, and a light belt runs through it. I think the area of this headlight is too large. If we can reduce the black background around the four lamp beads and insert the lamp strips into the front enclosure, the whole front will be more thin and sci-fi.

It’s not just a lamp, but its cheeks and vents behind the front fender are very Porsche Taycan. This is a four-door coupe with a sliding back, and the hidden door handle is nothing new. The end of the side window is tilted and raised, highlighting the powerful hind legs. From the picture, this millet MS11 is also equipped with a panoramic canopy, and the bottom of the tail window is a black component, which may be a liftable spoiler. Judging from the gap structure around the rear window, it is not the way to open the trunk of the hatchback. Taillight is penetrating. In order to expand the visual width, it seems to have a gas field. Now many cars with small size and low level are doing this. There are many ups and downs in the rear of the car, which is what a new energy sports car should look like, but there is still room for consideration in the lightness of the front and side skirts.

Generally speaking, the shape of this Xiaomi MS11 is separated from the traditional fuel car, which is good, but it doesn’t give people a concept of "new species" like the models of Gaohe, Kykrypton and BYD Ocean Department. You can’t be happy or disappointed with Xiaomi car because of these pictures. Xiaomi officially said that it is different from the final mass production version, and I hope this is really a marketing event, so that Xiaomi can improve product design and planning from the opinions of netizens.

In addition, there is Xiaomi’s current product LOGO on the rendering of the wheel hub, and it is uncertain whether the mass-produced Xiaomi car will also use this logo. The exposure pictures of the front and rear enclosures and other body exterior parts are very rigorous and standard screenshots of digital models. The supplier is BAIC Mould, which is a manufacturer of automobile exterior parts jointly established by the parts company of BAIC Group and Jiangnan Mould, not a BAIC factory, so we can’t determine the origin of Xiaomi’s production qualification so early. In fact, Xiaomi has not obtained the automobile production qualification so far.

From the existing pictures, we can actually see some technological configurations. The laser radar protruding from the top of the car shows that this millet car will have a high-level intelligent driving assistance system. Xiaomi has also been using BYD Han as a test vehicle for its self-driving software and hardware. The shape of Xiaomi MS11 steering wheel is also relatively traditional, and it is not a sci-fi yoke steering wheel. If it is Xiaomi’s first model, then according to Xiaomi’s previous official information, it will be equipped with MIUI CAR car system, and Qualcomm’s next-generation intelligent cockpit chip and NVIDA Orin X chip will be used for car and intelligent driving as hardware support. BYD’s blade battery will be used for low-profile models, and Kirin battery will be used for high-profile models. The price may range from 250,000 to 350,000. It’s been 22 months since Xiaomi announced to build a car. At this time, it’s time to show the renderings. It’s expected that when the car is delivered in 2024, it won’t disappoint the rice noodles.

Beijing time-honored Lantern Festival raiders, walnuts, roses, cocoa and durian can be stuffed, so go ahead and eat whatever flavor you want!

There is still a week before the Lantern Festival, and a long queue has already formed at the entrance of the snack bar on the street in Beijing. Many people don’t understand, there are so many ready-made dumplings in the supermarket, why do they have to wait for an hour in the cold wind to buy two kilograms of Yuanxiao? There may be thousands of reasons, Xiao Xian thinks, in the final analysis, there are two words: stress!
On the Lantern Festival, Beijingers pay attention to eating Yuanxiao, and they have to shake it now. Where can I see the skill of "playing Yuanxiao"? Which Lantern Festival is the most sought after? What’s new this year? If you don’t know the answer, Xiaoxian specially sends you a purchase guide!
01
Daoxiang villagePay attention to materials
Many people’s memories of "shaking Yuanxiao" began in Daoxiang Village. In the 1980s, during the Spring Festival, a stall was set up at the entrance of Daoxiang Village in Beijing to shake Yuanxiao, and people queued up to buy it, which was often in short supply. In the 1990s, there were more and more stores in Daoxiang Village, Beijing, and the shortage of staff became more and more serious. In addition, the supervision of existing food became stricter, and now Yuanxiao was changed to unified production by factories, which gradually faded out of people’s sight.
After a lapse of more than 20 years, Daoxiang Village now shakes the Lantern Festival and finally returns on February 12 this year.
As the saying goes, "the stuffing in Daoxiang Village is the skin of Dashunzhai".
Making Yuanxiao with stone grinding powder is a traditional craft that has lasted for hundreds of years. Although it is time-consuming and labor-consuming, compared with the use of a pulverizer, glutinous rice becomes white powder under the rolling of a stone mill, which not only retains the nutritional components and natural fragrance of glutinous rice to the maximum extent, but also makes the Yuanxiao soft and chewy.
The stuffing of the Lantern Festival in Daoxiang Village is also unambiguous. Four classic fillings are made from walnut kernels in Fenyang, Shanxi, roses in Miaofeng Mountain, small black sesame seeds in Jiangxi and osmanthus flowers in Suzhou and Hangzhou: refined black sesame seeds, osmanthus hawthorn, traditional five kernels and creamy cocoa.
Xiaoxian learned that two new flavors of Yuanxiao, walnut rose and orange mango, were added this year. In order to enrich consumers’ choices, nine kinds of glutinous rice balls will be provided, including traditional five kernels, sweet-scented osmanthus hawthorn and other classic flavors, sugar alcohol glutinous rice balls with black hemp and red bean paste flavors, and "online celebrity" glutinous rice balls that have returned to the public.
Tips
Taste: refined black sesame, osmanthus hawthorn, traditional five kernels, butter cocoa, walnut rose, orange mango and so on.
Address: branches of Daoxiang Village (the live Lantern Festival is currently available at Boxma Xiansheng Shilibao Store, Chongwenmen Store, wu mart Yutingqiao Store and Tiantongyuan Store).
02
Jinfang snacksThe most popular
Jinfang Snacks, founded in 1926, is a halal snack bar in the prestigious capital. The candied fire, snowballing, fried cakes with cream, and one-grade baked cakes in the store are all met by Beijingers. But in many people’s minds, Jinfang’s top product is Yuanxiao. Every year during the Spring Festival, there are several hundred meters long queues at the door for several days. It must be Jinfang snacks.
As a famous product in Beijing Yuanxiao, Jinfang Yuanxiao insists on not using the finished stuffing, making the stuffing according to the secret recipe ratio and using the traditional stone milling technology, which ensures the taste of Yuanxiao dough, which is easy to cook and cook, soft and sticky, sweet and not greasy.
Jinfang Yuanxiao keeps the tradition, while constantly innovating in the variety of materials. In addition to the traditional flavors such as black sesame, hawthorn, sweet-scented osmanthus, rose, salt and pepper, varieties such as malt extract, rose, coconut and raisin have also been developed.
There are so many flavors, if you don’t know which one to buy, you can’t go wrong in choosing assorted Yuanxiao. The cooked Yuanxiao is filled in a bowl, and every bite is a surprise.
The exotic cocoa-flavored Yuanxiao is also a popular taste. Xiaoxian reminds you that if you want to buy this Lantern Festival, you must queue up to buy it early, and if you go late, you will draw water with a sieve!
Tips
Taste: assorted, black sesame, hawthorn, blueberry, osmanthus, yellow glutinous rice, purple glutinous rice, cocoa and so on.
Address: Floor 1, Dazhong Electric Appliance, South Floor 1, Metropolitan Street, Ciqikou, Dongcheng District (southwest corner of Ciqikou).
03
KutokuhayashiJingsu Yuanxiao
Kutokuhayashi, known as the originator of vegetarianism, was founded in 1922. It was first opened on Nanjing East Road in Shanghai, and Cai Yuanpei, Liu Yazi and Lu Xun were all frequent visitors. Kutokuhayashi’s vegetarian cooking skills rely on Buddhist culture, and the dishes are known for their "time-consuming and labor-consuming" and "ingenious conception". Its Lantern Festival is naturally vegetarian, and the production process also pays attention to complete "purity".
There are traditional assorted fillings, sweet-scented osmanthus with five kernels, black sesame seeds and hawthorn, and there are also cocoa flavors. They all follow the secret formula of the ancient temple and make Yuanxiao with low sugar, low fat and low oil.
Kutokuhayashi has also introduced a variety of nutritious Yuanxiao, such as "Golden Soup Yuanxiao", which can be said to have made great efforts in innovation and health preservation.
Tips
Taste: assorted, sweet-scented osmanthus with five kernels, black sesame, hawthorn, cocoa, etc.
Address: No.2, Qianmen East Street, Dongcheng District, Beijing (near Qi Nian Street).
04
DashunzhaiTongzhou yibao
As the saying goes: "There are three treasures in Tongzhou, JD.COM: burning catfish, bean curd with soy sauce and burning with sugar."
This sugar fire comes from Dashunzhai, an old brand with a history of more than 300 years, specializing in halal cakes. In the past, the Muslim imam went to the holy land to worship along the Silk Road, and often used sugar fire to satisfy his hunger. In the scorching sun along the way, most imams’ dry food will deteriorate, but the sugar fire in Dashunzhai keeps fresh and delicious, which makes other imams envy.
Not only is the sugar burning, but the Lantern Festival in Dashunzhai is also in the same strain. Compared with Jinfang and Daoxiang Village, the Lantern Festival in Dashunzhai is better than the noodles, the glutinous rice is more chewy, and the unique rough feeling at the entrance is naturally unique.
However, in recent years, there are few improvements in the Lantern Festival in Dashunzhai, and there are not many varieties to choose from. With the feelings of the old brand, you might as well go to the store to have a look.
Xiaoxian’s only reminder is that you must remember to bring cash to buy it!
Tips
Taste: assorted, black sesame, Wuren, hawthorn, etc.
Address: No.238 Xinhua Street, Tongzhou District.
05
Niujie BaijiFull stuffing
Niujie, Beijing, is a paradise for eating goods, with all kinds of delicious snacks. The time-honored Bai Ji’s rice cake is famous both at home and abroad. If we are children growing up in four or nine cities, everyone is familiar with the taste. In addition to rice cakes, Yuanxiao produced by Baiji is also very popular. The present shopkeeper has insisted on making handmade Yuanxiao for more than 20 years, and the quality is consistent, which is favored by Beijing people.
Bai Ji’s Yuanxiao stuffing is exquisite, with sesame oil in the black sesame stuffing and hawthorn cake in the hawthorn stuffing. There is also a unique preserved fruit stuffing. After cooking, the skin is crystal clear and white, the stuffing is full, take a bite, and your mouth is full of concentrated orange juice!
It should be noted that the sweetness of Baiji Yuanxiao is relatively high, and the elderly and children can’t eat more.
Tips
Taste: traditional black sesame, hawthorn, Wuren, etc.
Address: No.13, Business, Building 2, Dongli District 2, niujie, Hutong.
06
Huguosi snacksFruit kong zui ai
Snacks in old Beijing can be found in Huguosi snack bar, and Yuanxiao is no exception.
Yuanxiao, a snack in Huguo Temple, is famous for its various fruit flavors. In addition to more than 10 kinds of traditional fillings such as five kernels, chocolate, red bean paste, strawberry and rose, there are also flavors such as orange, pineapple, strawberry, lemon and durian, which are deeply loved by fruit controllers.
If you are a durian control, Xiaoxian reminds you that you must be mentally prepared to queue up.
Tips
Taste: five kernels, chocolate, red bean paste, strawberry, rose, orange, pineapple, strawberry, lemon, durian and so on.
Address: snack shops in Huguo Temple.
07
Barbecue Wan Yuanxiao and Tangyuan coexist.
As a 300-year-old barbecue shop, BBQ Wan is famous for its barbecue, and Yuanxiao is also the highlight of the Lantern Festival every year.
In order to ensure a good taste, the Yuanxiao in the barbecue bowl is made with stuffing the night before, and then sold by shaking it the next day. Moreover, the ratio of stuffing to glutinous rice flour is well controlled, so it is not only easy to cook, but also has a waxy and chewy taste.
In addition to the sale of Yuanxiao, there are dumplings in the BBQ Wan. Tangyuan tastes soft and elastic, and when you bite it, there is a feeling of gauze passing by, which makes people feel fragrant.
Tips
Taste: traditional black sesame, hawthorn, bean paste, chocolate, etc.
Address: No.58, Nanlishi Road, Xicheng District.
08
NanlaishunSweet and soft glutinous rice
Beijing has four shun in the southeast and northwest, and another shun. Nan Laishun is near the Grand View Garden, selling halal snacks and cooking.
As one of the three time-honored brands in Beijing, Nanlaishun also has a long history. Its Yuanxiao is famous in Beijing for its fine selection of materials, exquisite craftsmanship and sweet, fragrant and soft taste.
Tips
Taste: traditional black sesame, hawthorn, Wuren, etc.
Address: No.12 Nancaiyuan Street (West Gate of Daguan Garden).
Having introduced so many old Yuanxiao, have you decided what flavor to buy? No matter which one you choose, go before the fifteenth day of the first month!
(Zhang Xiaoying)
Reporting/feedback

Winter in advance, summer for drama fans?

The last three months of advance on demand.

Wen | Fu Qiongyin

Edit | Zhang Youfa

The Fog Theater has not been officially aired, and it has been searched four times.

In the third quarter of last year, Misty Theater became a hot topic with many suspense dramas such as Hidden Corner and Silent Truth, and a wave of suspense short plays rose in the market. The concept of theater is also considered as a new stage of content operation of streaming media platform.

The way of unified investment promotion and publicity in the theater also makes the business model of short plays explore further. At this point, the wind of advanced on-demand has blown up, and every work in the theater has also started to advance on-demand

By the time the Fog Theater returns this year, the drama market has changed greatly.

Two years after it was invented, the advanced on-demand mode was cancelled by Aiqiyi, Tencent and Youku. For the first time, the delayed drama that adopted the advanced on-demand mode has become the object of criticism by the official media this year, and only appeared silently in the overseas film list of the streaming media platform. The trend of short plays is still there, and long plays are getting shorter and shorter, but plays with more than 30 episodes and less than 50 episodes are still the mainstream in the market.

Looking back at the three months before the disappearance of VOD, some changes are already brewing.

When costume drama becomes a joke

From the word of mouth, this is the season when costume dramas become jokes.

"Ugly man in ancient costume" is a hot topic this season. The top 10 and 6 short comments on the costume drama "Jun Jiu Ling" are all accusing the actor of being ugly, and the comment that the tucao actor is "ugly out of the realm" has 778 people like it. Netizens even listed a list of "Ugly Men in Costume 101" to accuse the actor in costume drama of "unable to bear to look straight".

The hero’s "Yan value" is not satisfactory, but it is only a side reflection of the poor performance of costume dramas. In Yunhe data "TOP20 of the Top 20 of the Top 20 of the Top 20 of the New Series Played in Q3", there are only four costume dramas, and only "Zhou Sheng as usual" scored above 7 points, and the masterpiece "Song of the King" of Huanrui Century did not make the list.

In addition to the periodicity of content creation, the high proportion of sweet pet dramas in this quarter may be the main reason.

Zhou Sheng as usual and All My Life, which are split from the same novel, use the sadomasochism of the former to solve the "boredom" of the sweet pet of the latter; There are four men around the hostess of "Jun Jiu Ling" who never leave; "Song of the King" is the old way of "the belly-black emperor falls in love with me"-the scores of the last two films are not more than 5 points.

 

The sweet pet drama, which often strikes back at a small cost, has become a hot type in the market since 2015 when "go princess go" was set to strike back all the way with the thunder people of the "poor crew" and became a popular online drama.

According to the "Research Report on Domestic Drama Market in 2020" released by Yien Data, sweet pet dramas account for 44% of the total number of online dramas broadcast in 2020, and most of them are small dramas with less than 30 episodes. At present, there are many costume dramas that are being spit out by the audience, and many of them are such low-cost accounting dolls.

Go princess go (Source: Douban)

On the contrary, in the contemporary theme, there are many works with both word-of-mouth and enthusiasm. Urban theme is still the mainstream in this quarter. There are 33 urban dramas in the new dramas in 2021Q3, accounting for 29% of the total new dramas in the world, and the effective broadcast accounts for 44%.

Among them, Sweeping the Black Storm, You are My Glory and Yunnan Worm Valley are among the top three in Yunhe Data, and the TOP10 of the 10 new domestic dramas in 2021Q3 are rated as contemporary themes, with the highest score of 8.2, I’m fine in another country.

However, as the champion and runner-up of Q3 episodes, Sweeping the Black Storm and You Are My Glory are hard to copy.

The former has a golden lineup of "Endorsement of the Central Political and Legal Committee+Tencent Video Production+Sun Honglei+500 Directors", which is an unofficial work that is difficult to shoot; The latter is authorized by the glory of the king for the first time, and has established contact with Penguin Film and Television since the stage of writing novels in Gu Man, and the drama series can even go to the space base when shaping the hero’s space career.

While making good use of the scarce value, Sweeping the Black Storm and You Are My Glory also have some "atypical" operating ideas.

In order to be different from the past detective dramas, Wu Bai used a lot of subjective shots such as "the protagonist’s perspective" in "Sweeping the Black Storm" to strengthen psychological description, which is usually more used in movies; "You are my glory" is different from the "rapid progress" of the general sweet pet drama. It was not until the 21 ST episode that the relationship was formally determined, and at the same time, it tried its best to describe the "grounded" side of the "ungrounded" career.

The scarcity of the theme provides the audience with a long-lost freshness. The atypia means that the production of high-quality modern themes is not only a production problem, but also a resource acquisition problem. The ability to control and integrate scarce resources will continue to be the advantage of the future platform.

Although the "film sense" of "Sweeping the Black Storm" is effective in both the subject matter and the shooting method, it also has the problem of "acclimatization".

Although the score of "Beizhenanyuan" is only 5.0, its photography and lighting team almost meets the requirements of film texture, but when the plot of a series is widely questioned, emphasizing texture is putting the cart before the horse; Douban 7.0′ s "Double Detective" is full of film resumes, which can’t save the slightly loose plot.

The exploration of film sense continues this season, but the IP that has been verified by the market has been questioned.

This is a season of collective decline in the word-of-mouth of grave robbery. The "Stealing Pen" series has just earned back a part of its reputation by Ultimate Notes, and it has been severely trampled by Genting Tiangong with a score of 2.6. As of press time, the douban score of Yunnan Worm Valley is 6.3, while the previous work Longling Cave has a high score of 8.3. The "Trio", which has been highly praised, has been questioned by the routine in this film.

"Yunnan Worm Valley" is the fourth ghost blowing lamp produced by the same team. How long can the long-term value of the drama IP last?

The last season of advance on demand

This is the last season of advanced on-demand existence, and the shutdown came by surprise.

On September 10th, Tencent Video rushed to Weibo for hot search in one fell swoop due to the adjustment of advance on demand. Since the Shanghai Consumer Protection Committee and China Consumers Association thought that "unlocking episode by episode" was unreasonable, Tencent’s video was adjusted in "Yunnan Worm Valley", and then the episodes on demand in advance can be unlocked. According to china securities journal, iQiyi and Youku will also follow up.

In the third quarter, advanced on-demand is still going on as usual and making steady progress.

According to Yunhe data, 46 advanced on-demand dramas were launched in 2021Q3, an increase of 9 over the same period of last year. Super-drama accounts for 41% of the total number of new dramas in the world, an increase of 11 percentage points year-on-year. In addition, the effective broadcast of the advanced on-demand drama series during the on-demand period was 600 million, an increase of 82% compared with 2020Q3; Among them, the on-demand content of "Sweeping Black Storm" effectively played more than 100 million yuan, creating a peak of on-demand content playback.

 

The "Sweeping the Black Storm", which set the peak of the broadcast, pushed forward the nodes that were ahead of schedule. The 28-episode "Sweeping the Black Storm" has been launched on-demand since 15 episodes. In the interview, Poison Eyes learned that many dramas have achieved good results in the third quarter, such as "You are my glory" and "The dust of the ages".

The audience seems to be used to showing their love and recognition for the drama series by pre-ordering. After unlocking "You are My Glory" in advance, you will see a large number of viewers who say "come with money" in the barrage. When "Sweeping Black Storm" was broadcasted, many people even asked "Is it possible to unlock it to the end with one button?" However, for a drama with poor reputation like "Eight Dragons", some people will question "How can this be on-demand in advance?"

This model, which survived for two years, came to an end on October 4th by three platforms. At present, only Mango TV and bilibili, two platforms that have started advance VOD, have not expressed their views.

Short-lived advance on demand was once a life-saving medicine invented by streaming media platform.

Judging from the financial reports of each family in the first half of the year, the trend of slowing down the growth rate of members continues further. In the first half of the year, the number of paying members of iQiyi Q1 increased by 3.6 million, while Q2 only increased by 900,000, and the growth rate declined. The number of paid members of Tencent Video reached 125 million, up 9% year-on-year, unchanged from the first quarter. Youku only disclosed the average daily paying users, which increased by 35% in the first quarter and 17% in the second quarter, but the specific figures are unknown.

Membership operation is the basic logic of streaming media, but the traditional mode of supporting membership growth has almost touched the ceiling, which makes several traditional streaming media platforms still in a state of narrowing losses but not turning losses into profits.

Iqiyi Q1 and Q2 have revenues of 8 billion yuan and 7.6 billion yuan respectively. Although they still face losses, the losses have been reduced for five consecutive quarters. The information revealed by Youku in the financial report also mentioned that the loss narrowed year-on-year, because of "rigorous investment in content and optimization of paid membership plan".

The form is critical, even to the point where the top management of the three platforms directly fired short videos at the network audio-visual conference. In recent years, the platform has also raised the price of members, launched a variety of preferential packages and other means, and advanced on-demand is also a product born in this form.

At the same time, advance VOD is also a way to transplant the fan economy to the drama series. It is no accident that the advanced on-demand mode was born in the American drama with a high vertical fans. It is one of the links of the huge fan economic industrial chain of the drama. At the same time that The Untamed released the advanced on-demand video, the title of Tencent video "Huang Goose Niang" was also widely circulated in Weibo, and users’ personification and emotional connection with the platform seemed to be deepening.

However, for producers, advanced on-demand can not bring C-end revenue. In these two years, advanced on-demand has not yet become one of the producers’ sources of income. Many producers don’t have the right to participate and know, and they don’t know when their plays will be on demand in advance.

Will there be a Netflix mode in which members can watch the complete works at one time after the cancellation of advance demand? In 2016 and 2017, when the members of the platform were crazy, "members read the complete works at one time" also appeared, but most of them were driven by high popularity starring, or a backlog drama with little impact on income.

The recent popularity of "Squid Game" has also made the comparison between Netflix mode and domestic streaming media a hot topic. One of the questions is whether it is possible for domestic streaming media to do less dramas with more money like Netflix.

Wu Yuefeng, manager of Fengjing Capital Fund, once analyzed in Weibo that iQiyi will launch 15-20 TV dramas and 3-5 variety shows in a quarter, so if it is dismantled, the cost of each drama will be only a few hundred million dollars, which can only maintain the overall qualified quality.

However, Netflix’s total operating cost last year was 20.4 billion US dollars (about 133.2 billion RMB), and this figure was as high as 10.4 billion US dollars (69.1 billion RMB) in the first half of this year, of which the single-season content expenditure was roughly 5-6 of that of iQiyi. However, the number of series produced by Netflix is not so much, and its heavy new works planned for 2021 are only 21.

Sharing Netflix’s huge content cost is global dumping. At present, Netflix has entered more than 160 countries around the world, and Latin America and Asia-Pacific even have about 1/2-1/3 users in the United States.

After the announcement of the end of advance on demand, the task of increasing the number of members’ subscriptions and the paid value of individual members has become more heavy. It’s just that unlike Netflix’s positioning as a global user, domestic streaming media platforms need to increase to the sinking market.

QuestMobile data shows that by October 2020, sinking users have occupied 58% (669 million) of the cmnet market, but the average monthly usage time of sinking users is only 140.1 hours, and those after 00 and 70 are potential people for further growth of the sinking market.

In this regard, streaming media is also making changes through hardware+software. For example, iQiyi has launched the iQiyi Extreme Edition for the characteristics of mobile phone use in the sinking market. The Extreme Edition is promoted to the sinking market. "I hope that after they see the higher quality film and television content, because the film and television content is produced by professional directors, screenwriters and actors, they can put more time on the film and television content." Gong Yu, founder and CEO of iQiyi, once told the media.

Tencent is involved, and the head company is absent

No matter from the number of broadcasts or broadcast data, Tencent video is the best in this quarter.

Tencent videos accounted for 13 of the TOP20 episodes in Q3, among which three solo dramas, Sweeping the Black Storm, You are my glory and Yunnan Worm Valley, took the top three. These three series are broadcast one after another for the S-class drama of Tencent Video this quarter, and Tencent also has such a happy trouble of "rolling itself".

(Source: Yunhe Data)

Driven by several major dramas in August, Tencent’s video performance in 2021Q3 was outstanding, with several major dramas launched continuously in summer, and the number of dramas on the whole network effectively played 31.2 billion, ranking first in the platform, but there was still a 12% decline compared with 20Q3. The effective broadcast of the whole network dramas of iQiyi and Youku were 28.5 billion and 14.9 billion respectively, down 20% and 17% year-on-year.

At the same time, the effective broadcasting of Mango TV and bilibili has improved.

Although dramas such as "Song of the King" and "Bailingtan" have insufficient reputation, they still drive the effective broadcast of Mango TV to increase by 3% year-on-year. Last year, bilibili entered the drama battlefield with a high-profile film "The Sky of Wind Dog Boys". This year, in Q3, new dramas such as "Double Mirrors", "Sudden Vacation" and "Best Friends" were added, and the effective broadcast increased by 26 times compared with the same period of last year.

Five platforms are fighting in the field of drama, and "theatrical" is the direction that all of them are exploring. However, compared with last year’s misty theater fire, this year’s theater performance is weak.

According to the TOP20 data above, there are two top 20 dramas in the Love Theater where Iqiyi focuses on sweet pet dramas, namely "A Life" and "Zhou Sheng as usual"-these two dramas are separated from a novel, telling the story of Shengchen Zhou and Shishi, and they are strictly one drama.

Mango’s monsoon theater, a fire, "I am quite good in other places", but unfortunately the follow-up is weak. Monsoon Theater does not have a strong collection of works like Fog Theater and Favorite Theater, and the commonality between works is not very strong. At present, the biggest common point among the works of Monsoon Theater is that "the number of episodes does not exceed 16", and the loose collection and the unity of form are still the idea of comparative satellite TV.

Practitioners who have been exposed to Mango TV told Poison Eye that Monsoon Theater also has some traditional satellite TV ideas in content selection and production. For example, the first version of the script "Mother-in-law’s Bracelet" was once considered to be not bloody enough, and the target was not sinking enough, so it was finally revised.

Mother-in-law’s bracelet

However, as a theatrical effect that has been verified to occupy users’ minds and form a brand effect, it will not be abandoned by the platform. The return of Misty Theater is just around the corner. According to informed sources, bilibili is also planning his own theater.

Compared with the competition of multiple dramas in the same period between platforms, the performance of the head company is much quieter.

Six head drama companies that often appear together in many statements: Noon Sunshine, Xinli Media, Ciwen Media, Yaoke Media, Huace Film and Television, and Ning Meng Film and Television, only noon handed over the highly acclaimed Children of the Qiao Family in the third quarter. Xinli Media is still spinning in the low-scoring Jin Yong drama.

In the past, among the listed companies, Tang De Film and Television broadcasted a small-budget sweet pet drama "The Secret of Hidden Grimes", and two dramas of Huanrui Century, Genting Tiangong and Song of the King, both suffered a decline in word of mouth. On the contrary, the "new forces" in the era of online drama performed well. The drama "Sweeping the Black Storm" produced by Wuyuan Culture was well received, and "Sailing: When the Wind blows" produced by Little Sugar Man also had a good score of 8.5.

In the last quarter of 2021, it may be that "Tencent involution" will enter the stage of all-platform involution. Four works of the Iqiyi Fog Theater will be broadcast one after another. The first one is "The Fog of the Octagonal Pavilion" starring Duan Long and Hao Lei; Tencent Video has a number of IP costumes in stock, such as A Sword in the Snow and A Twin Cities in the Mirror, while Youku holds a large number of online dramas to be broadcast, such as The Story of Xingfu’s Ice Rain and Fire.

But for the fans, perhaps the involution of the series is a great blessing.

Squid Game, a Korean drama under Netflix filter.

The screen disappearance of the beautiful man in ancient costume