Original Liu Yiqi Dianshang Online

Text | Liu Yiqi

Editor | question

How much the "business super top flow" Fat Donglai is loved by netizens, a paragraph that has been circulating on the Internet can be seen. Some netizens asked: What is the biggest problem of Fat East? The following answer is: there is no branch in my city.

Nowadays, the purchase of products from fat east in different places has finally come into reality from the ideal. Recently, many netizens found that Fat Donglai, who has always been "high-profile", quietly opened an online mall.

The entrance to the mall is extremely secret. Search for the keyword "Fat Donglai" on WeChat, and the "Fat Donglai Department Store Merchant" applet has been unable to enter, showing "For internal use only, you need to have an internal account to log in". According to media reports, on March 13th, there was a server strike because there were too many people paying attention to the search. If curious consumers want to have a quick look, the quickest way is to click on the official WeChat official account of "Fat Donglai" and jump in.

In fact, the online mall channel of Fat Donglai WeChat was launched as early as last March. But in publicity, the company is extremely low-key. In addition to WeChat, another officially certified online channel is "Fat Donglai Tik Tok Mall", which was officially launched in December 2002.

As a shopping mall with its own traffic, Fat Donglai has always been a frequent visitor on hot search. There are many reasons why it attracts the attention of netizens, such as "super cost-effective goods", "working environment that advocates not working overtime" and "extreme service". But Yu Donglai, the founder, has always carried out the principle of "never stepping out of Henan Province". The 13 stores from Pangdong are located in Xuchang and Xinxiang, and even did not enter Zhengzhou, the provincial capital with a larger population base.

Many people call Fat Donglai "the sea fishing in the business world". Not long ago, Haidilao, which has always adhered to the direct mode, played a new card to join. With the development of online shopping malls, can the fat east who advocates only regional operation open up new markets online?

Fat East to open an online shop, cautious and restrained.

"Can I buy tea in the online mall?" "Is it possible to buy moon cakes in the future without queuing?" "Finally, you don’t have to look for a purchase!" When I heard that Fat Donglai launched an online mall, many netizens expressed their feelings.

However, when you click on the online mall from Fat East, the page that jumps out may disappoint many netizens in different places. When we set the delivery address in Hangzhou, we could only place an order for more than ten products.

Except for two books related to corporate culture, most of the others are supermarket self-operated products with the label "DL". On the shelves, there are no short-term guaranteed desserts and cooked foods, and there are no cost-effective drugs and tea, only standardized products, such as detergent, liquor and peanut oil. The delivery address of the product is the comprehensive production base of Pangdonglai Industrial Park in Xuchang.

When we switch the receiving address to Xuchang or Xinxiang, we can obviously see that the goods are much richer. In addition to Jiaqing paper products, household department stores and leisure snacks, the category also includes short-term fresh fruits and vegetables, meat, eggs, aquatic products and cooked food baking. Although under the banner of "online shopping mall", the main business here is still the near-field business with offline shopping malls as the radiation core.

Caution and restraint in dealing with the online market are also reflected in the channel of Fat East coming to Tik Tok. The number of fans of Pangdonglai Tik Tok franchise store is as high as 2.53 million, and only 37 works are published on the platform. Among them, there are only a handful of videos related to products, most of which are the company’s external announcements and rumors.

The store only launched 7 products. However, with the popularity of the consumer market, Pangdonglai Tik Tok franchise store still achieved good results, with sales reaching 617,000. The best-selling one in the store is the self-operated liquor launched in cooperation with Baofeng Liquor Industry, showing that it has sold 20,000 copies, and this liquor even ranks second in the "50-degree liquor explosion list of Tik Tok Mall".

The "online celebrity Supermarket" in the opposite direction

Fat Donglai’s caution and restraint in business is not only reflected in the expansion of online shopping malls and offline stores, but also the same.

According to the Daily People, at the peak, there were more than 30 department stores and supermarkets from Fat East. From the traditional business logic point of view, the company should actively expand its stores at the stage of strong development momentum, which will not only make the sales volume go up a step, but also make it easier for the brand to make a sound.

Take Yonghui, a Shangchao brand which was founded at a similar time and also came out of the region, as an example. After becoming famous locally, it quickly expanded its stores and got a ride on capital. Today, Yonghui has gone out of Fuzhou, and its brand has penetrated into nearly 30 provinces and cities, with nearly 1,000 stores.

However, in 2012, Fat Donglai did the opposite and began to close stores on a large scale, leaving only 13 stores today. Some staff members have revealed that Yu Donglai, the founder, even planned to close the supermarket in Xinxiang and only do Xuchang market. There are two main reasons, one is to consider operating costs. In addition, Yu Donglai, the founder, is an entrepreneur who pays less attention to the scale of business and pays more attention to the feelings of consumers and employees.

(Yu Donglai is sharing)

Yu Donglai himself experienced a devastating fire in 1998, and since then, he has had more philosophical thoughts on life. His business philosophy is full of enlightenment, for example, the core of the enterprise is "free love" and the "altruistic principle" that he often talks about.

Lei Jun, the founder of Xiaomi, once went to the Times Square to study in Pangdonglai, and publicly stated that Pangdonglai is a god-like existence in China’s retail industry. Ma Yun, the founder of Alibaba, also compared Fat Donglai to a mirror that can reflect the shortcomings of other enterprises.

As a supermarket in online celebrity, Pangdonglai has almost become a local landmark. According to the data released by Xuchang, during the Spring Festival this year, three supermarkets, namely Angel City, Times Square and Life Square, from Pangdong received 1,163,300 tourists in just three days. According to the data of Xuchang Cultural Tourism Bureau, during the Spring Festival holiday (8 days), 11 4A scenic spots in the city received a total of about 1.273 million tourists, and the number of tourists from Fat East for only 3 days was almost the same as that of other 11 4A scenic spots for 8 days. In Henan, even many local tourism companies have launched the "Fat East Day Tour" project.

In order to buy products from Fat East, many consumers do not hesitate to increase their prices through purchasing. For example, the offline price of online celebrity moon cakes from Fat East is 29.8 yuan. Even if the price of 5 yuan is increased in the purchasing store on Taobao platform, more than 4,000 orders are still sold.

From the perspective of consumption fever, if you want to go further in the business of selling goods online, Fat East can be said to be more than enough. However, Yu Donglai himself didn’t rely on the heat to do business, and the e-commerce movement from Fat East has been very slow.

Some practitioners in the supermarket industry told E-commerce Online that in the face of the online market, offline supermarkets usually hold a very contradictory attitude. On the one hand, they hope to increase the sales of products through new channels, so as to get more rebates or lower purchase costs with brands. On the other hand, consumers’ price acceptance of products sold through e-commerce channels is usually lower, and the inconsistency of online prices will also shake and hurt the original offline customers.

Some people say that Fat Donglai has launched its own brand-Donglai Youxuan. Facing the continuous public domain traffic, it can create an online brand with more perfect products like "Oriental Selection" and "Xiao Yang Zhen Selection". Some netizens also said that if this is done, the Fat East will no longer be the Fat East.

It is difficult for online brands to enter the offline market. For Fat Dong, who is familiar with offline business, online business is not a simple matter even with traffic. The quality of products is on the one hand, how to control inventory in the face of ever-changing consumption trends? And how can we improve the logistics performance ability in far-away business? Most importantly, the instability of online business will inevitably put forward higher requirements for the company’s after-sales customer service ability.

Increasing the business of far-field e-commerce also means that the company needs to invest more, whether it is facing Taobao, JD.COM, Pinduoduo and other e-commerce platforms as a platform or making more marketing investment as a brand. For Fat East, everyone is facing great challenges.

Nowadays, the purpose of opening the online shopping mall from Fat East is not so much to increase sales, but perhaps more to divert the off-line market.

Last year, 57-year-old Yu Donglai announced his retirement in an interview, saying that he would devote his energy to building and spreading the concept of life according to his ability in the future. What fresh blood will the young management team inject into Fat Donglai? We will wait and see.

Original title: "China’s" hottest "supermarket is an e-commerce, which has attracted Ma Yun and Lei Jun to study"

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　　10moon24On, Chengdu Branch of Chinese Academy of Sciences Youth Promotion Association and Xi ‘an Branch held a member exchange forum in Chengdu. Peng Liling, Deputy Secretary of the Party Group of Chengdu Branch, attended the meeting and delivered a speech.

　　At the meeting, Wang Fei, President of Chengdu Branch, and Xue Bin, President of Xi ‘an Branch, respectively introduced the organizational construction, academic exchanges and activities of the branch. Jing Hongwei, a member of Chengdu Branch, and Mi Lei, a member of Xi ‘an Branch, made reports on "Research on Large Mirror Inspection Technology" and "Exploration on Industrialization of Xi ‘an Institute of Optics and Mechanics" respectively, sharing their respective breakthroughs in cutting-edge scientific and technological fields and achievements transformation. Participants introduced themselves respectively, and focused on in-depth exchanges and discussions on the interdisciplinary and joint innovation of young scientists.

　　Peng Liling pointed out that the Youth Promotion Association, as an important communication and cooperation carrier for young scientists, hopes to attach importance to and rely on this platform, enhance cohesion, enhance communication, strengthen interaction, make friends with disciplines, and promote interdisciplinary and academic innovation.

　　After the meeting, the participating members visited Chengdu Institute of Biology, Chengdu Institute of Mountainous Areas and Institute of Photoelectricity.

　　Relevant personnel from personnel departments of Chengdu Branch, Xi ‘an Branch, Optoelectronic Institute and Xiguang Institute and representatives of members of the Youth Promotion Association.40Others attended the meeting.

Meeting site

Exchange seminar

CCTV News:Since March, the epidemic prevention and control situation in Shanghai has shown signs of "stabilizing and improving". At present, under the premise of implementing prevention and control measures, life service industries such as catering, hairdressing and housekeeping, which are closely related to people’s lives, are accelerating their resumption of work.

At present, it is clear in Shanghai that catering enterprises that meet epidemic prevention conditions can resume eating in the hall. In March, more and more restaurants opened on the streets of Shanghai. This time-honored restaurant has stopped serving table meals and private rooms, and its customers have returned to the past 20%. Regardless of the front office and kitchen, more than 200 staff members all wear masks. The restaurant advocates that guests sit diagonally at a table to ensure the distance. It is also suggested that there should be no more than two people at each table. When the crowd is too large, it will spread the passenger flow to other floors. The reporter saw at the scene that in a special period, public chopsticks and spoons became a new fashion for citizens to eat. In order to cope with the operating pressure, the restaurant actively adjusted and launched the take-away business of in-house food.

Xiang Kaiyu, manager of Guangming Village Restaurant：Try to package some dishes on our table, such as shrimp, spicy chicken, plain duck, yellow croaker with moss, etc. Almost all of them are finished products. Just preheat them a little when you go back.

This week, the first batch of 135 beauty salons in Shanghai reopened. After the hairdressing shop resumed business, there was a steady stream of customers, especially male customers. Merchants consciously limit the flow, and 36 seats are halved to provide services, and the seats are separated by more than one meter. According to the requirements of Shanghai Municipal Commission of Commerce, to get a haircut, make an appointment first to ensure that there is no queue at the door. In the store, the beauty and skin care project is suspended, and dyeing is done as appropriate. Barbers and customers wear masks all the time. And frequent contact with customers, hairdressing tools, disinfection and sterilization can not be relaxed.

Xia Zhengqi, Manager of Shanghai Nanjing Hairdressing Company:The bibs and towels that come into contact with customers are all used once, one for each guest. Our hairdresser also has a clear rule that everyone has two sets.Tools,One set is put in this disinfection box after cutting, all of which are disinfected by ultraviolet rays, and will be wiped with alcohol after taking it out.

Although closed management is still being implemented in various communities in Shanghai, at present, 60 domestic enterprises in the city have resumed work and fully accepted telephone and online appointments. More than 95% of the domestic helpers in this company are foreigners, and the employment rate has recovered to 60%. The company has issued certificates for some foreign employees to return to work, and domestic workers need to be isolated and observed for 14 days after returning to Shanghai, before they can be arranged to take up their posts. You must also carry a health certificate when you take up your post, and hold the green pass code of the government’s "health cloud" or "application code". You can enter the community only after the residents and the community property agree. Under the epidemic situation, the service of "deep cleaning+room disinfection" has been well received by the market.

Li Wei, Chairman of Shanghai Yueguanjia Home Economics Company:We are equipped with protective tools, that is, everyone wears a mask during the whole work. During the work, all our customers’ hand contact points are disinfected, such as mopping the floor, washing rags or soaking dishes and chopsticks, which can be done with disinfection tablets. After the work, especially for the door handles, switches and in the lobby, use spray to disinfect them completely, and then leave the family.

In the future, Shanghai will also guide life service enterprises to strictly implement prevention and control measures, solve practical difficulties such as "lack of epidemic prevention materials" and "employees can’t enter the community" point by point, and promote enterprises that meet the work guidelines to resume work and production in an orderly manner.

In the past weekend, Shenzhen welcomed the third wanda plaza.

On July 30th, Guangming wanda plaza officially opened. In the first two days of opening, this small shopping center is almost crowded with people-people need to queue up to show the green code, buy snacks, even take the escalator, and the event host and security personnel constantly remind people to wear masks.

As a matter of fact, this wanda plaza is not only the latest opening in Shenzhen, but also the smallest wanda plaza. Can it continue to maintain a large passenger flow after the excitement of opening?

Guangming wanda plaza is located on the side of Exit C and D of Fenghuang Station of Metro Line 6, and the subway entrance is directly connected, which can transform the flow of people brought by the subway.

Wanda plaza is a centralized business with Yuefu Plaza. The two parties signed a cooperation in 2019, and it was the first wanda plaza to settle in Shenzhen, which attracted a lot of attention in that year. The commercial area of the project is only about 45,000 square meters. The commercial part consists of 4 floors above ground and 1 floor underground, and it has a certain outdoor area, but in general, it is not large.

According to official data of Guangming wanda plaza, the project has assembled 113 brands.

According to the observation of the interface building, the project is mainly based on the brand stores at the mass level. In addition to the Wanda Studios, the clothing brands include ochirly, Jordan, Warrior and Hailan House. Jewelry brands include Lukfook Jewelry, Laofengxiang, Leofoo, etc. Mobile phone numbers include Huawei and OPPO. Although the number of brands is small, the basic retail types are relatively complete, and we have a Xingqin supermarket.

In terms of catering, there are chain brands such as Xiaolongkan, Xiabu Xiabu, Bahui, Shunyi, Saizeriya and Yidengdeng, as well as chain beverage brands such as Ruixing, Naixue and Starbucks.

It is worth noting that there are three new energy automobile brands here, including FAW-Volkswagen’s pure electric space, BYD, and zero-run cars. This concentration is rare in the shopping malls outside the customs.

In addition, although the volume is small, some "first stores" are also welcomed here, such as the first TEEBOX flagship store in South China and the first store in JOY MARK Shenzhen.

During the opening period, there were "million group purchases", "50% discount for gourmet merchants", "50% discount for seasonal clothes" and "the highest gold is reduced by 120 yuan", so most shops were crowded. Moreover, there was also the "Bright First Street Culture Festival" two days after its opening, which brought a series of activities such as flash mob, street basketball and fancy skateboarding.

According to the official data of the project, within two days of opening, the passenger flow was 250,000, and the sales exceeded 22 million yuan. At the same time, there are 12 national crown-selling stores and 50 whole-body crown-selling stores, and the average daily sales of 35 brands have exceeded 100,000 yuan.

Looking back, when wanda plaza was born 20 years ago and settled in about 200 cities in China, the first wanda plaza began to settle in Shenzhen.

In November 2020, Bao ‘an wanda plaza opened. However, as the first wanda plaza in Shenzhen, Baoan wanda plaza is not satisfactory. On the one hand, this wanda plaza is not close to the subway station, and it takes more than 20 minutes to walk from the nearest subway station, so the traffic is inconvenient; On the other hand, although it has a volume of 100,000 square meters, the internal structure and design of this wanda plaza are old and unattractive because of renting the venue of Fucheng Jiazhou Business Center.

By September, 2021, Longgang wanda plaza also opened for operation, and it is also the largest wanda plaza in Shenzhen, reaching 300,000 square meters.

Longgang wanda plaza is also the "fourth generation wanda plaza", so it is also concerned by the outside world. Inside the shopping center, there are ladders, giant screen eyes, floating planets, "the world’s longest indoor glass plank road" and other landscapes from the first floor to the sixth floor, and great attention is paid to creating an interactive experience with customers. It is reported that the interactive experience format is over 80%, and the retail format is less than 20%.

Bright wanda plaza also opened ten months later, but it didn’t have many "titles" and a small size. With youth culture as the carrier, it gathered the consumer demand of "Generation Z", so it introduced Chaowan Club and JOY MARK brands when it opened.

Horizontally, bright wanda plaza can attract a large number of passengers, which is not unrelated to its location. There are many emerging communities around Phoenix, such as Dragon Light and Nine Dragons Terrace, Shenfang Chuanqi Mountain, Guangming Dadi, etc., and many families have gathered.

In addition, just at Exit A and Exit B of Phoenix Station, that is, across the road from Guangming wanda plaza, there is the Blue Whale World with a dragon body volume of 100,000 square meters.

Blue Whale World opened in December, 2021. By contrast, it has a larger volume, more brands and a higher brand level, and wanda plaza has little advantage. However, because the distance between them is very close, it will form a business circle and increase its appeal to people.

At present, in addition to the above two shopping centers, Guangming also has centralized businesses such as Daqianli, Gongming over the rainbow Shopping Mall, kk park Guangming Square and Qinchengda K+ Square. Among them, the largest volume is Daqianli, reaching 150,000 square meters, followed by 100,000 square meters of the Blue Whale World.

Now, the Blue Whale World, together with wanda plaza, has formed a business circle with a volume of nearly 150,000 square meters, which will undoubtedly compete with Daqili and become another bright and popular business circle.

　　Cctv news(Reporter Cheng Xiang)：A few days ago, a suspected "baby snatching" case occurred in Yintai Department Store, Fengtai District, Beijing. After the police handled the relevant police situation, the victim’s family issued a document in Weibo questioning that the public security organs had handled the suspect lightly. In response, Weibo @ Ping An Beijing, the official of Beijing Public Security Bureau, said: At present, Fengtai Branch has received the application for reconsideration from the parents involved on October 4th. The Municipal Public Security Bureau attaches great importance to this case and has formed a special working class to review the case, and the relevant results will be notified in time.

　　On October 4th, netizen @ Where is the rain in June posted in Weibo that "the baby was robbed in November, and the suspect was only detained for five days". In this regard, CCTV reporter called the Beijing Public Security Bureau to verify the relevant news, and the staff said: "The victim’s family has applied for reconsideration, and it is inconvenient to say too much about the discussion of netizens and the questioning of the victim."

　　At present, there is only one dynamic message on the Weibo page of @ Where is the rain in June: "On October 4, 2018, we have put ‘ Application for filing a case for reconsideration ’ Submitted to Fengtai branch, whether the result of filing a case will inform us within 30 days. Thank you again for your attention. "

　　The reporter contacted the parties through Weibo, but no response was received as of press time. CCTV will continue to pay attention to the relevant progress of the case.

On November 3rd, Huang Qiang, deputy secretary of the provincial party committee and governor, presided over a video dispatching meeting on the prevention and control of the emergency headquarters epidemic in COVID-19, stressing the need to resolutely implement the spirit of the important instructions of the Supreme Leader General Secretary on the prevention and control of the epidemic, fully implement the spirit of the meeting of the leading group of the provincial party committee on the prevention and control of the COVID-19 epidemic and the speech requirements of Secretary Peng Qinghua, immediately activate the state of emergency, take the strictest measures, implement the strictest responsibilities, race against time and resolutely block the spread chain of the epidemic in our province.

Huang Qiang pointed out that at present, the domestic epidemic situation is "blossoming at many points", and many local cases have been found in our province, which once again sounded the "battle alarm". However, recent inspections have found that there are still problems in the prevention and control work in the province, such as lax thinking, carelessness, ineffective implementation, mere formality, empty responsibility and floating style. All localities and departments should thoroughly find out the problems, deeply analyze the causes, profoundly learn lessons, continuously check and plug loopholes, consider the worst situation, make the best preparations, achieve "zero negligence" in measures, "zero dead angle" in control, and "zero omission" in implementation, and never let the hard-won prevention and control achievements be wasted.

Huang Qiang stressed that we should race against time, guard against death, and resolutely win the annihilation war of Chengdu epidemic prevention and control encounter. It is necessary to strengthen the investigation of middle and high-risk residents, and accurately determine the close contacts and sub-close contacts; Every second counts to carry out the flow tracing and strictly implement the rural prevention and control measures. It is necessary to scientifically delimit the sealed control zone, control zone and prevention zone and accurately classify and control them; Quickly organize joint research, continuously upgrade health codes, and closely link online code assignment and code change with offline control. It is necessary to highlight key places such as airports, stations, supermarkets, restaurants, etc., and strictly implement measures such as wearing masks, scanning codes and bright codes, and dining in separate restaurants. It is necessary to comprehensively strengthen the prevention and control of nosocomial infection and resolutely put an end to cross-infection. It is necessary to release authoritative information in a timely manner, respond to the concerns of the masses, and unite a strong people’s war synergy.

Huang Qiang demanded that the lessons should be turned into experiences, the "four-party responsibility" should be consolidated, and the bottom line of epidemic prevention and control should be strictly observed. We must resolutely coordinate a game of chess, strengthen coordination and linkage among provinces, cities and counties, fully support the prevention and control work in Chengdu, and the main leaders of various localities personally dispatch and strictly implement the 24-hour duty system. We must resolutely prevent and control the "one net", improve the implementation capacity of large-scale nucleic acid testing, hold meetings, forums and other activities "unless necessary", make overall plans for vaccination and immunization of people aged 3-11, and form an "immune barrier" as soon as possible.

Vice Governor Yang Xingping attended the meeting and delivered a speech. The meeting reported the recent special inspection in Chengdu. The epidemic prevention and control group and Chengdu reported the epidemic situation, existing problems and next steps, the Public Security Department, Provincial Communications Administration, Provincial Big Data Center, China Railway Chengdu Bureau Group Company and Provincial Airport Group reported the existing problems and next steps, and Chunxi Road Street, Jinjiang District, Chengdu reported to urge relevant enterprises to implement the main responsibility, existing problems and next steps.

The working groups of the headquarters and responsible comrades of cities (states) and relevant departments attended the meeting at the main venue or sub-venue. (Reporter   Li Miao   Photography   Tian Wei)

A large-scale mobile phone online game "Legend of God OL" released by Chinese mainland mobile phone developer-Jianle Interactive Company in 2012 has brought quite a shock to the mobile game market, so what is its charm? The following small series leads everyone to find out.

First of all, Xiaobian first answers the operational questions that everyone is concerned about. Everyone hopes that the game will be simple, convenient and intelligent when operating. The mobile phone is originally small, and if the operation is too complicated, it will be too bad for us players. Xiao Bian runs "Legend of God OL" based on the principle of one pick, two pick and three picky. It is found that the operation is extremely simple, and all the game operations only need to be clicked and dragged, which is extremely convenient. A stupid one like Xiao Bian can master the operation method in just a few seconds. Let the complicated game go.

Let’s take a look at the visual effects. As the saying goes, "The game can’t be fun, but it has to be beautiful." Our pursuit is to be realistic, realistic and realistic again; Only a realistic and aesthetic sense of the picture can give our players a good visual feeling and be comfortable to play; Xiaobian just opened the interface of "Legend of God OL" and was really shocked. "Is this a mobile game?" Why does it look like a movie? This picture is great. It’s completely high-definition like a movie. The canvas is our Chinese style. It’s beautiful and real. It looks like a legendary movie when it is operated, and it’s definitely a visual enjoyment.

Now let’s talk about the traffic problem that players are most concerned about. Does online games definitely cost a lot of traffic? The answer is really not necessarily. After trying out "Legend of God OL", Xiaobian found that only a little traffic was used, which was more than one mention compared with running other online games. Xiao Bian learned after contacting the developer of Jianle Interactive Company, the developer of Legend of God OL, that when developing Legend of God OL, Jianle Interactive Company had fully considered the traffic problem for players, and the game was equipped with a buffer mechanism to deal with network flash, even if the network flash occurs, the game can continue, ensuring the smooth game experience of players. Each function strictly controls the data traffic, and even can further reduce the traffic consumption by hiding other players, so you can play this game with only a small amount of traffic. Only 200K traffic per hour, so that players have no traffic burden at all.

After understanding the operation, vision and flow, Xiaobian has been dazzled, but it is not over yet. The following Xiaobian will introduce the characters, characteristic systems and rich activities of Legend of God OL in detail. There are three schools in the game: Nanxianmen, Dongxianmen and Beixianmen. Five classes: Wu Shen, Sword God, Yi God, Fa God and God of War. Players can choose from three roles: Wu Shen, Sword God and Yi God.

In the game, many special systems such as partner system, evocation system, wishing pool, cash cow, treasure cabinet, magic stone system, demon-slaying and exorcism are designed for players, and there are many activities in the world BOSS, cross-service warfare and arena, so that players can fully experience the diversity of the game.

Let’s look at the mount system. In the legend of God OL, players can get mounts by completing the main task. Mounts can not only speed up the movement, enhance the team’s combat attribute value, but also make players different in their gestures! Through training, the mount can also grow with the players, turning into dragon blood horse, silver frost wolf, flaming lion, thundering tiger, nine-color deer, Qiong Qi and other different forms. Not only that, mounts can also cultivate illusion. Competitive pk field, won prestigious, bronze, and got 5 ingots. If you lose, you will also be rewarded, limited to pk15 times a day.

This visit can make Xiao Bian tired enough. Although he is tired, Xiao Bian is full of eye addiction and hand addiction. The game OL, from canvas, character design, game complex design, background music and even the traffic generated when running the game, continues to surprise players one after another.

It is reported that "Legend of God OL" is a large-scale cross-platform mobile online game independently developed by Jianle Interactive Company, which has been popular among millions of users since its release. Jianle Interactive Technology Co., Ltd. (hereinafter referred to as Jianle Interactive) is a company integrating the development and operation of large-scale cross-platform online games of Android/iOS/WP. Since its establishment in 2006, it has successfully operated a variety of stand-alone games and online games on the mobile phone platform. In the 7-year distribution history, its products have created amazing sales miracles: the series of "Stars Fighting Landlords" has a circulation of over 35 million, and the series of "Rainbow Castle" and "Angel Love" has a circulation of over 15 million. "Jane Le Interactive" has become the most dazzling star in the mobile game market in recent years. "Legend of God OL" has won many firsts. After counting it carefully, it really shocked Xiaobian. It really is a big work. No wonder players call it a stroke of genius, which really confirms a famous saying in Xiaobian, "What kind of star company has what kind of star products". In 2013, Xiao Bian strongly recommended the hand-wandering god as "Legend of God OL" for all players. The following small series attached a download address for everyone, and you are welcome to enjoy yourself in the fairyland of "Legend of God OL".

Jane Le Interactive won the honor

1. In 2007, it won the "Best Developer Award" of Dangle.com.

2. In 2008, the game "Rainbow Castle 3 Perfect Edition" won the "Best Single Story Game Award" from Dangle.com.

3. In 2008, the game Rainbow Castle 3- Expedition of Destiny won the national "Best Role Playing Game Award".

4. In 2010, the game "Angel’s Love 2 Movement of Destiny" won the "Second Best Creative Mobile Game" of Dangle.com.

5. In 2011, it won the "Best Contribution Award" of China Telecom Game Operation Center.

6. In 2011, the game All-Star Landlord won the national "Best Mobile Game Award".

7. In 2011, he won the "Most Popular Works Award" in the Samsung Star Competition.

8. In 2012, Jianle Interactive won the "Top Ten Innovation Awards of Sichuan Mobile Internet in 2012".

The legend of god OL won the honor.

2. APP store strategy game ranking No.1

3. China’s favorite Xian Xia game for men aged 18-40.

4. Digital Communication 2012 Best Online Game

5, 29 weeks in a row on the "mobile phone network list" TOPS5.

6, 2012 "Game Festival" Best Mobile Online Game Award and the most popular mobile online game for lazy people.

Download address and QR code of Legend of God OL:

　　Cctv newsRecently, the State Council issued the "Thirteenth Five-Year National Informatization Plan", which is a guiding document for China’s informatization development in the next five years. It requires the construction of an ubiquitous advanced information infrastructure system, constantly promoting the evolution and upgrading of infrastructure, creating an integrated information infrastructure for land, sea, air and space, coordinating the construction of comprehensive infrastructure, and accelerating the network construction in rural and remote areas. Implementing the requirements of planning tasks and building a ubiquitous advanced information infrastructure system are the strong driving force for promoting China’s informatization development as a whole and the inevitable requirement for building a network power.

　　First, the construction of ubiquitous advanced information infrastructure system is a strong driving force to promote the development of informatization in China.

　　At present, China’s various and large-scale information infrastructures such as fiber-optic broadband network, mobile broadband network, radio and television network, industry-specific communication network, cloud computing data center, content distribution network, Internet of Things, terrestrial fiber-optic network, submarine fiber-optic network and satellite communication network are being built and formed. Build a ubiquitous advanced information infrastructure architecture with multi-network integration, multi-dimensional integration and comprehensive intelligence, and form a strong driving force to promote the development of informatization in China.

　　First, the construction of ubiquitous advanced information infrastructure system is the demand direction of informatization development. At present, China is in an important stage of modernization driven by informatization, and the information economy has become the direction of economic and social transformation and development, which urgently needs a new round of information technology leading forces to join. China’s information infrastructure technology development level is in a rapidly rising stage, and fixed broadband network fiber, mobile network broadband, and next generation Internet evolution are the development trends of infrastructure. During the "Thirteenth Five-Year Plan" period, the scale of ultra-wideband optical fiber access network with 10G PON technology was built, 400G wavelength division multiplexing system technology became the mainstream of backbone optical transmission network construction, 4G+ mobile broadband technology was widely used, China led the formation of 5G global unified technical standards, 5G trial and commercial networks began to take shape, and IPv6 technology was fully introduced into the Internet. With the evolution and upgrading of China’s advanced technology in information infrastructure, a converged broadband network infrastructure system with advanced technology, high speed, convenience, safety and reliability covering urban and rural areas has been basically built, making the use of information infrastructure more convenient and becoming an indispensable part of people’s daily work and life.

　　Second, the information infrastructure of multi-network integration promotes the development of informatization to be consistent. Different types of network infrastructure have their own advantages in promoting the development of information technology, but under the condition that the development of information technology tends to be consistent, it is possible to develop multi-network integration. In recent years, China has been promoting the development of triple play, especially in the 13th Five-Year Plan. With the accelerated implementation of broadband strategy, the construction of all-optical network has achieved initial results, and all-optical network counties, all-optical network cities and all-optical network provinces have emerged constantly. At present, China Unicom has completed 8 all-optical network provinces and 130 all-optical network cities nationwide, and China Telecom announced that it will achieve 100% coverage of all-optical networks this year. According to the statistics of the Ministry of Industry and Information Technology, as of October, the total number of FTTH/0 users with optical fiber access reached 215 million, accounting for 73% of the total broadband users, a net increase of 66.74 million over the end of last year. Fiber-optic broadband access network can provide ultra-high-definition 4K video services over 50-100M, and the total number of IPTV users has reached 78.73 million, with a net increase of 32.83 million from January to October. The process of two-way transformation of China’s radio and television network has been accelerated, and FTTH technology has been adopted. By the third quarter, the two-way network covered more than 145 million users and broadband users reached 23.288 million, of which FTTH users reached 5.637 million.China is promoting the construction of the next generation radio and television network, adopting the wired and wireless satellite convergence network construction mode to meet the needs of users for radio and television convergence media services at any time, at any place and at any terminal, and to promote the construction of an interconnected, cross-border interactive, intelligent, secure and credible media cloud.

　　Third, build an information infrastructure that integrates land, sea, air and space to promote the coordinated development of informatization. China’s informatization development field has been fully expanded to land, ocean, sky, space and other production, life and scientific research spaces, which requires the construction of an integrated information infrastructure with land, sea, air and space. On the land side, firstly, the optical fiber network and the mobile network are used as connecting media, so as to speed up the deep coverage of points, lines and areas such as cities, villages and towns, traffic roads, and key crowded areas, build an ultra-high-speed and large-capacity optical transmission technology to upgrade the backbone transmission network, realize the flexible choice of users’ optical fiber broadband and 4G mobile broadband access service capabilities of more than 100 megabytes, and continuously improve the high-speed transmission and access capabilities of information networks. The second is to promote the interconnection of information and communication facilities with neighboring countries, open up the land information Silk Road from Central Asia to West Asia and from South Asia to the Indian Ocean, encourage Internet enterprises and operating enterprises to build overseas business nodes and application infrastructure, and enhance network accessibility and business access. The third is to speed up the deployment of Internet of Things facilities, cloud computing centers, big data platforms, content distribution networks and other facilities, accelerate the evolution of network facilities with information transmission as the core to intelligent information infrastructure integrating perception, transmission, storage, calculation and processing, and realize the network moving with the cloud. In the ocean, we will strengthen the construction of submarine optical cables, expand the transmission channels of submarine optical cables between coastal cities and islands, actively promote the construction of submarine cables in America, Europe and Africa, and build a maritime information silk road that reaches the whole world. Accelerate the research and development and application of marine and underwater communication technologies,Provide broadband satellite communication, mobile communication, ship networking and other solutions, build a private network for offshore mobile clusters, promote the deployment of public broadband wireless networks at sea, enhance marine emergency communication capabilities, and promote the construction of smart oceans. In the sky, the first is to build an information network integrating heaven and earth, coordinate the construction and application of Beidou system, speed up the construction of Beidou navigation and positioning reference station network, coordinate the technical application in related fields of satellite mobile communication and broadband satellite communication system, form the standards and specifications of key technologies of China’s independent satellite communication system and broadband satellite communication system, and cultivate an industrial chain covering satellite manufacturing, launch, satellite ground equipment and satellite application and operation. Second, speed up the application of frontier technologies such as floating platform, low-orbit satellite mobile communication and space Internet, promote the development of information infrastructure in integration of defense and civilian technologies, enhance the information security of space network, and build a global space-based information network. In August this year, China successfully launched the world’s first quantum science experimental satellite, connecting the Beijing node of the quantum secure communication backbone network with it, and building the world’s first practical wide-area quantum communication network integrating heaven and earth.

　　Fourth, build comprehensive infrastructure to promote the in-depth development of information application. Accelerate the construction of public facilities and municipal infrastructure such as power grid, railway, highway and water network, and supporting information infrastructure such as characteristic towns and beautiful countryside. Realize synchronous planning, synchronous design and synchronous construction with other infrastructures, ensure the space, location, power and other resources for the construction and development of information infrastructure, endow infrastructure with networking wisdom function, and build intelligent comprehensive infrastructure. Accelerate the supporting construction of information infrastructure for transmission and distribution networks, improve the ability of intelligent automation control, promote the construction of national smart grid and build a global energy Internet. Accelerate the construction of supporting information infrastructure along the transportation line, promote the opening of facilities, innovate the cooperation mode, implement joint construction and sharing, and build an intelligent transportation network. Guangdong Province will speed up the construction of town information infrastructure and promote the "internet plus" plan. In the next three years, 10 industrial "internet plus" towns and 50 applied "internet plus" towns will be created. In 2015, Zhejiang Province proposed to cultivate 100 characteristic towns with complete infrastructure in the next three years.

　　Second, China has become a network power, but it is not strong enough to support informatization as the leading force driving modernization.

　　After more than 30 years of telecommunications reform, China’s information infrastructure construction has developed rapidly, and the world’s largest fixed broadband network and mobile broadband network have been built, becoming a veritable network power. First, in terms of user scale, as of the end of October 2016, the total number of Internet broadband access users of the three basic telecommunications companies reached 294 million, of which the total number of FTTH/0 users with optical fiber access reached 215 million, accounting for 73%, ranking third after Japan and South Korea; The total number of mobile phone users reached 1.321 billion, of which the number of 4G users reached 714 million, surpassing the sum of the United States and Europe and surpassing one third of the world. Second, in terms of network capacity, by the first quarter of 2016, the construction of fiber-optic broadband networks will be accelerated, urban households will basically achieve full coverage of 100 Mbit/s optical fibers, and fixed broadband networks will extend to all townships and 95% administrative villages in the country; The 4G network covers cities and major towns all over the country. Some key cities have deployed 4G+ technology on a large scale, and the pace of commercialization in carrier aggregation and VoLTE has been accelerated in an all-round way. The backbone network architecture has been further optimized, and the network grooming ability and user experience have been greatly improved. Third, in terms of actual network speed, as of the third quarter of 2016, the average download rate of fixed broadband reached 11.03 Mbit/s, and the average download rate of 4G network reached 11.83 Mbit/s, forming a situation in which fixed and mobile broadband rates developed side by side.

　　However, there is still a certain gap with the goal of supporting informatization as the leading force to drive modernization, and the development of information infrastructure still faces many challenges. Mainly manifested in: First, the global ranking of penetration rate is not high. According to the data of broadband access in countries around the world released by the Broadband Commission of the United Nations, in 2015, China’s broadband development was in the top third of the world, lagging behind the four countries of the United States, Britain, Japan and South Korea. Among them, the fixed broadband penetration rate is 18.56%, ranking 57 th in the world; The mobile broadband penetration rate is 56.0%, ranking 69th in the world. The penetration rate of Internet households is 54.17%, and the proportion of netizens is 50.30%, ranking 35th and 46th respectively in developing countries. Second, the actual speed measurement value of broadband in China by foreign institutions is not high. According to Akamai’s report on the Internet in the second quarter of 2016, the global average network speed was 6.1Mbps, up 14% year-on-year. Among them, South Korea’s average network speed is 27Mbps, which continues to rank first in the world. China’s average network speed is 5.2Mbps, a year-on-year increase of 52%, and the global ranking has risen from 100 in the previous quarter to 86th. The report of the speed measuring agency shows that China’s average network speed ranks low in the international rankings, which reflects that China’s international Internet exports are not high, and the per capita international export bandwidth ranks low in the world. Third, the ubiquitous advanced information infrastructure system has not yet been established, the development of multi-network integration is still being promoted, and the information infrastructure pattern of land, sea and air integration has not yet been formed.The consciousness of building comprehensive infrastructure as a whole is not strong enough. Third, rural information infrastructure is still a weak link in development, the proportion of optical fiber to administrative villages is low, the coverage of 4G networks in rural areas is not good, and the digital divide still exists.

　　Third, speed up the network construction in rural and remote areas and improve the universal service level of telecommunications.

　　After more than ten years of national "village-to-village project", the leap-forward development of rural information and communication infrastructure in China has been realized, and a good situation of "telephone service in every village and broadband service in every township" has been achieved. Due to the characteristics of high cost, complex maintenance and poor income of network construction in rural and remote areas, network development has been lagging behind urban areas, which can not well support the development of rural agricultural informatization. By the end of 2015, there are still about 50,000 administrative villages without broadband access, and about 150,000 administrative villages with broadband access need to upgrade their broadband technology. Speeding up the network construction in rural and remote areas and constantly improving the universal service level of telecommunications are of great strategic significance to promoting the overall development level of informatization in China and building a network power.

　　First, recognize the gap between urban and rural information infrastructure development. As of the second quarter of 2016, the average penetration rate of fixed broadband households in China was 56.5%, of which the penetration rate of fixed broadband households in urban areas reached 79%, while that in rural areas was only 29%, with a difference of 50 percentage points between urban and rural areas. As of May 2016, the coverage rate of administrative villages with 4G network was only 65%. As of December 2015, the number of rural netizens in China reached 195 million, and the number of urban netizens was 493 million. Rural netizens accounted for only 28.4% of the total netizens, while the urban population accounted for 56.10%.

　　Second, see clearly the situation faced by rural network construction and development. Under the situation of implementing the strategy of strengthening the country by network, only by comprehensively improving the network capacity in rural and remote areas can we achieve the real strategic goal. China is in a critical period of the simultaneous development of new industrialization, informatization, urbanization and agricultural modernization. Taking informatization as the commanding height of agricultural modernization, only by building perfect information infrastructure in rural and remote areas can we effectively support the development of rural agricultural informatization. During the "Thirteenth Five-Year Plan" period, it is necessary to vigorously implement the network poverty alleviation action to ensure accurate and effective poverty alleviation.

　　Third, promote network construction in rural and remote areas by classification. The administrative villages with no broadband access or broadband access capacity less than 12 Mbit/s will be covered with optical fiber, and 98% of the administrative villages will be connected with optical fiber. More than 50% of rural household users will have access bandwidth above 50Mbps, and access services above 100Mbps will be provided in better areas of the network. Implement 4G network deep coverage for administrative villages with concentrated population. For remote areas, forest and pastoral areas, islands and poverty-stricken areas, flexible networking such as low-frequency mobile cellular, satellite communication and multiple optical fiber combination access technologies will be adopted to promote broadband network coverage of more than 90% of poverty-stricken villages.

　　Fourth, combine rural network construction with rural agricultural informatization. According to the development idea of combining network construction with business application, we will promote rural agricultural informatization as a whole and apply it to the whole process of agricultural production, agricultural product management, agricultural management and rural service. Popularize the informatization construction of rural grass-roots government affairs, promote the construction of broadband campuses and online classrooms in rural primary and secondary schools, promote the application of medical informatization and telemedicine in rural clinics, promote the development of rural e-commerce, and promote the adaptive development of informatization application level and rural network capacity.

　　Fifth, improve the universal service level of telecommunications. We will carry out in-depth pilot work on universal telecommunications service, strengthen the guidance of central financial funds, drive local governments to strengthen overall planning and policy support, promote enterprises to assume the responsibility of market players, and jointly promote the development of network construction in rural and remote areas. Adhere to market-oriented operation, encourage private capital and radio and television enterprises to participate in competition fairly, and fully mobilize the enthusiasm of all kinds of enterprises to participate in universal telecommunications services. We will implement the national guidance on speeding up and reducing fees, encourage operators to formulate tariff packages that are in line with rural consumption levels and habits, give preferential communication tariffs to disadvantaged groups, and let 600 million farmers share the fruits of information network development to ensure that residents in rural and remote areas can use, afford and make good use of information services. (China Institute of Information and Communication, Mou Chunbo, Ge Zhenbin)

　　Hangzhou Daily News (trainee reporter Liu Jinyang) started Qiantang and innovated Hangzhou. This morning, the 2019 National Mass Entrepreneurship Innovation Week officially opened in Hangzhou.

　　At the main venue of Hangzhou Dream Town, "The environment for innovation and entrepreneurship is constantly optimized, the vitality of market players is competing with generate, the ability of scientific and technological innovation is significantly improved, the employment effect of entrepreneurship is obvious, the new kinetic energy is accelerating, and more than 170 entrepreneurial innovation projects are collectively unveiled in six exhibition areas, fully demonstrating the great achievements made in the high-quality development of innovation and entrepreneurship.

　　The project selection of "2019 National Double Innovation Week" pays more attention to highlighting "vitality" and "motivation", and the project has higher scientific and technological content and stronger innovation vitality. A total of 1,737 effective application projects were passed in the preliminary examination. After two rounds of expert selection, on-site meeting and directional invitation, more than 170 entrepreneurial innovation projects in the main venue of Hangzhou finally stood out this year, among which the representative projects included "Exhibition of Experimental Results of Comprehensive Innovation Reform" and "China ‘ Internet plus & rsquo; College Students’ Innovation and Entrepreneurship Competition, Zhijiang Laboratory and Beidou High Precision Timing Module.

　　What are the characteristics of these more than 170 entrepreneurial innovation projects?

　　On the one hand, the new ecology is gratifying. The ecological projects of innovation and entrepreneurship fully demonstrate that the dual-innovation "ecological circle" and resource sharing platform are becoming more and more mature, the leading role of large enterprises is becoming stronger, the regional innovation highland is constantly consolidated, the business environment is constantly optimized, and the atmosphere of innovation and entrepreneurship is becoming increasingly strong.

　　On the other hand, the new subject is more diverse. The demonstration project of market main body vitality in generate mainly shows that the main forms of innovation and entrepreneurship are more diversified, and the industrial driving role of innovation and entrepreneurship is obviously enhanced.

　　At the same time, the demonstration projects of scientific and technological innovation have shown that the supporting capacity of science and technology has been significantly enhanced, and the achievements of hard science and technology, soft science and technology and new manufacturing have been brilliant. Artificial intelligence, biotechnology, industrial Internet of Things, new industries of digital economy and key common technologies have all made new progress, showing the characteristics of "new technology is encouraging".

　　The demonstration projects of entrepreneurship driving employment reflect that the role of innovation and entrepreneurship in supporting high-quality employment is more obvious, so that "new jobs are constantly emerging"; With the help of double innovation, traditional enterprises have been continuously transformed and upgraded, and new industries have developed rapidly. China’s initiative and China’s creation have reached a new level, which profoundly explains that "new kinetic energy is vigorous".

　　In addition, Zhejiang Province has deeply implemented the innovation-driven development strategy, and the wave of innovation and entrepreneurship has shown a vibrant trend in Zhejiang and Hangzhou, outlining a picture of "new wave inspiring people".

Text |Connect Insight　Xiangzhen

Edit | Midnight

The high-end snack brand Liangpin shop has finally reduced its price.

On November 30th, just three days after Liangpin Store announced that Yang Yinfen had succeeded Yang Hongchun as the company’s chairman and general manager, Liangpin Store announced the largest price reduction in 17 years. The average price of more than 300 products sold in the store was reduced by 22%, with the highest drop of 45%.

Externally, in the era of rational consumption, which pays more and more attention to cost performance, the whole platform is rolling towards "low price". Not only are e-commerce platforms learning from Pinduoduo, but consumer brands are also cutting prices, including Zhong Xuegao and Xicha, which also focus on high-end. Even in the snack track where the good shop is located, the three squirrels in the same trade also put forward the strategy of "high-end cost performance" and adjusted their own price system.

Internally, since 2023, good shops are facing multiple dilemmas such as stalled performance growth, frequent reduction of major shareholders’ holdings, weak growth of new business and evaporation of market value. At this time, changing coaches and reducing prices is the initiative of good shops to change under heavy pressure.

Judging from the stock price performance, the capital market is paying for this news. On the two trading days (December 1st and December 4th) after the news was released, the stock price of Liangpin Store went up continuously. As of the close of December 5th, the stock price of Liangpin Store rose by 23.84% in three days.

However, returning to the business of good shops, there is still great uncertainty about the effectiveness of this price reduction.

1, change coaches, reduce prices, and good shops look for a "way out"

Good shops have been moving frequently recently. First, after the change of the board of directors on November 27th, Yang Yinfen, who resigned as the general manager in September last year, returned to the stage to replace Yang Hongchun as the general manager and the new chairman. Then, on November 30th, Yang Yinfen, who just took office for three days, announced in an internal letter that he would start major reforms and implement the largest price reduction in 17 years.

Good shop products, Tuyuan good shop official Weibo.

Inside the good shop, Yang Yinfen’s nickname is "Yang Yidao", which is taken from his decisiveness and courage. According to the evaluation of insiders of good shops, unlike Yang Hongchun’s "partial idealism", Yang Yinfen’s style is "more pragmatic".

Yang Yinfen’s most famous record is to lead the team to win the e-commerce transformation. In 2012, with the number of stores in Liangpin Store exceeding 1,000, and the emergence of online snack brands such as three squirrels, Liangpin Store began to plan the layout of e-commerce. Yang Yinfen undertook the operation of e-commerce and successfully turned online into the second growth engine of good shops-in 2016, online revenue reached 1.425 billion yuan, accounting for over 30% of revenue.

Yang Yinfen has a deep understanding of the snack track and the retail industry, and he also understands that the market environment and industry situation faced by good shops are different now. Yang Yinfen bluntly said in her internal letter that the 17-year-old boutique shop is facing the most difficult challenge since it started its business. "It is not only a difficult problem to live, but a question of whether it can live or not."

Indeed, the current situation of good shops can be said to be internal and external difficulties.

Externally, industry competition is intensifying. Offline snacks are very busy, Zhao Yiming snacks and other discount snack shops, as well as special sales shops such as good sale and hi-special purchase, continue to impact the market share of good shops. Before online, there are online celebrity brands such as Wang Xiaolu and a1 Snack Research Institute, and later, there are white brands such as Bibizan with "cheap bowls", which have a considerable growth rate, which also intensifies the competition faced by good shops on the e-commerce platform.

Internally, the performance of good shops is getting worse. After years of increasing income without increasing profits, the revenue of good shops has declined year-on-year for three consecutive quarters this year. The financial report shows that the revenue of the good shop in the third quarter was 2.013 billion yuan, down 4.53% year-on-year; The net profit was 19.98 million, a year-on-year decrease of 97.88%; Deducting non-net profit loss was 2,078,800 yuan, down 102.31% year-on-year.

At the same time, major shareholders, including Today Capital and Gaoyao Capital, reduced their holdings of good shops and chose to cash out. In particular, today’s capital, which was invested as an early investor in 2010, has been firmly held for more than ten years. Since this year, it has also significantly reduced its holdings of the company’s shares, which has aggravated the market’s concerns about good shops.

At the time of internal and external difficulties, the good shop was replaced by Yang Yinfen, who can fight hard, and the first thing that Newspeak did after taking office was to cut the knife inward and try to force the organization to improve efficiency and reverse the current passive situation through an unprecedented price reduction measure.

It is reported that in order to ensure that "the price reduction does not degrade the quality", the products that good shops take the lead in reducing prices are mainly concentrated on 300 snacks with cost optimization but high repurchase rate, with an average decrease of 22% and the highest price decrease of 45%.

Good shop products, Tuyuan good shop official Weibo.

It is worth noting that this is not a simple price reduction promotion, but a price reduction based on reducing costs and increasing efficiency. Behind this is a comprehensive reform of the cost pricing strategy of the good shop in the past years.

Yang Yinfen believes that in the past, under the concept of high-quality snacks, the company failed to balance the relationship between quality and price, and made some qualities that consumers didn’t care about, which caused misunderstandings to users. He demanded that every penny spent on quality in the future should be felt and recognized by consumers. In short, the quality that consumers can’t see or feel, no matter how good it is, is useless.

Yang Yinfen intends to adjust according to the three types of products: high-quality, intermediate layer and bottom, and to lay down the standards that consumers in the intermediate layer don’t care about raw materials and auxiliary materials.

Take nuts as an example. In the past, this raw material-based product used to purchase products with specified specifications from suppliers. Because of its high grade, the procurement cost has remained high. After the reform, on the one hand, the good shop brought the purchase of bulk nut raw materials into the direct procurement system with suppliers, on the other hand, it changed the strategy of raw material acquisition, and the raw materials were used in different grades after being collected by the market, and different types of products were made with different types and grades of raw materials.

For example, the raw materials of macadamia nuts are changed from imported to domestic, and at the same time, according to the different specifications of the products, they are used to produce canned nuts, bagged products and comprehensive nuts. Small fruit has the advantage of high kernel opening rate and fullness, so it is used in comprehensive kernel products. According to public reports, by maximizing the use of raw materials, the price of each type of products has dropped by 5-10 yuan.

At the same time, in order to fully support the price reduction strategy, good shops have also made many innovations in the supply chain. For example, for cake baking products, good shops and suppliers have cooperated in the production of special lines and exclusive production lines, and nearly 30 SKUs have been reduced in price.

More than that, from the practice of "squeezing water" in different links, even to the material of express carton. It is reported that on the basis of the 18.4% reduction in the cost of logistics cartons in the New Year Festival, good shops expect to reduce the cost by another 8.62 million yuan in 2024.

But can the price reduction measures really help the good shops reverse the situation as they wish? From many aspects, it is not enough to just reduce the price. What good shops need is a more systematic breakthrough.

2. Price reduction is only the first spear, and good shops have more to do.

The competition for the "lowest price" has intensified in recent years. Pinduoduo’s brilliant financial report proves that consumers are increasingly sensitive to prices. Ali upgraded 1688 to the first-class business of Taotian Group, and JD.COM also launched a low-price strategy. Consumer brands at different tracks either announced price cuts or launched low-price sub-brands, and the trend of low prices has swept the entire consumer industry.

Specific to the leisure snack track, in recent years, it has been highly sought after by the capital market, and most of them are snack discount stores and special sales stores that focus on cost performance and low price discounts. These new snack brands have greatly affected the status of the old snack giants in the rivers and lakes, and even have the trend of overtaking.

On the one hand, the price reduction measures of good shops are to deal with the impact of various new snack models on the offline business of good shops, on the other hand, it is also necessary to solve a problem, that is, the balance between high-end positioning and price reduction strategies.

In fact, if you simply compare the price, it is difficult for a good shop to compete with a snack shop. According to the White Paper on Hard Discount of Snacks in China released by new distributors in October, the price of discount snack shops sinking into the community is 20%-40% cheaper than that of traditional retail stores.

According to the research report of Everbright Securities, by the end of 2022, the customer unit price of a good shop was in 70 yuan, while the snacks were only 30-40 yuan when they were busy, but at the same time, the daily income of a good shop was only 6,000 yuan, while the snacks were as high as over 10,000 yuan when they were busy. This means that snacks are very busy, and snack hypermarkets really use low prices as weapons, which has successfully increased the revenue of single stores.

Snacks are very busy in the store, and Tuyuan snacks are very busy in the official Weibo

Although the gross profit margin of high-end snack brands such as good shops is relatively high because of high pricing, with the loss of customers and the decline in revenue, it is difficult for good shops without scale advantages to maintain high gross profit. According to the financial report, in the third quarter of this year, the gross profit margin of good shops from franchise business and direct retail business decreased by 3.01 and 4.97 percentage points respectively, and the profitability continued to decline.

After the overall price reduction, it will inevitably further impact the profit space of good shops, which puts forward higher requirements for the supply chain efficiency and cost control of good shops.

Different from the pursuit of low prices in snack shops, Yang Yinfen has repeatedly stressed the need to adhere to the road of "high-quality snacks" while announcing the overall price reduction. From the action point of view, the good shop also landed the first "Snack Kingdom" store in Wuhan Economic Development Zone in July, with a store area of 1,200 square meters and over 3,000 SKUs.

Price reduction and high-end, good shops seem to have to pay attention to both. Compared with the main brand, it still needs to carry high-quality positioning, and it needs big stores and image stores to establish brands. It seems that the snack shop brand "Snacks Hard Home" launched by good shops at the end of last year is used for low-cost volume and scale. The latter focuses on opening stores in Hubei with the slogan "Cheap is the last word". According to official data, as of October 13th, there were more than 300 stores in Hubei Province, covering the whole area of Hubei Province.

According to public information, the daily turnover of Snacks Hard Home is 10,000-15,000 yuan, the comprehensive gross profit margin is 22%, and the customer unit price is 33-35 yuan, which is equivalent to other snack discount stores. If it develops smoothly, the snack stubborn family is expected to become a new growth engine for good shops.

But the problem is that it seems that the positioning between the two is not clear inside the good shop. Although stubborn snacks mainly sell third-party brands, they are directly supplied by docking snacks and water drinks brands, but many products sold in stores originate from the existing supply chain of good shops, and the only difference is whether they are branded or not.

Although the shared supply chain provides convenience for the expansion of snack stubborn families, consumers can buy the same products at a lower price, which will inevitably affect the sales of good shops. After the large-scale price reduction of good shops, the price band is gradually approaching the stubborn snack family, and the competition between the two may bring greater internal friction.

After the "high-end snacks" strategy was put forward in 2019, Liangpin Shop also launched a number of high-end sub-brands, including the brand "Xiaoshixian", which focuses on children’s snacks, "Liangpin Feiyang" and "Controlled Multi-card", which focus on healthy meal replacement, and "solving Tang’s worries" for diabetic patients. With the large-scale price reduction of good shops, there are still many problems to be solved in how to position and coordinate the development of these sub-brands with the main brands.

Good shop "snack fairy" products, Tuyuan good snack fairy official Weibo.

For good shops, it is still a top priority to sort out the positioning and boundaries between internal brands and think about the effectiveness of the "price reduction" strategy at the level of the whole group to maximize the efficiency of the overall business.

3, the market has changed, and good shops have to go through "pain"

When discussing the price reduction measures of good shops, a big background that cannot be ignored is that the situation of snack track is different from the past.

In recent years, the overall growth of snack track has slowed down. According to the consulting report of Ai Media, the market size of snack food industry in China will increase from 410 billion yuan to 1,165.4 billion yuan from 2010 to 2022, and it is estimated that the market size of snack food industry in China will reach 1,237.8 billion yuan in 2027, and the snack food market will change from a rapid incremental market to a slight incremental market. Based on this, Ai Media Consulting believes that the leisure snack market will be more competitive in the future, and innovative products will replace old-fashioned products.

The intensity of competition on the track can be seen from the price. Another important signal is that the fierce competition of snack track has reached the turning point, especially the snack supermarket track with the highest price, and industry mergers and acquisitions have begun to appear frequently.

On November 10th, the track leader Snacks was very busy and announced a strategic merger with Zhao Yiming Snacks. After the merger, the number of stores will exceed 6,500, making it the company with the largest number of discount snack chain brands.

In addition, the mergers and acquisitions of small and medium-sized players in the industry are also endless-Wanchen Group integrates its four brands: Lu Xiaochan, Ya Didi, Haoxianglai and Laiyoupin, and unifies them into "Haoxianglai"; Hunan "Love Snacks" successively won four snack brands: Hu Weihong, Dinosaur, Teddy and Snack Bubble. South China’s discount snacks represent the brand "snack cabin" and strategically integrate the Guangdong chain "snacks".

The homogenization of snack track determines that low-price competition is the norm, and only scale can bring profit space and keep the brand alive. Behind this series of actions, it is the snack brand that tries to unite Lian Heng, expand its scale advantage and seize the right to exist.

The delay in realizing large-scale profit of snacks introduced by good shops stems from the lack of scale. At the performance conference in the first half of 2023, Liangpin Store once said that the profits of stubborn snacks can only be basically tied, because the company entered the discount snack format late and has not yet formed a scale advantage, and there will be a scale effect after more than 500 stores. Therefore, the good shop put forward the plan of opening 500 new stores in 2023.

However, the problem is that even if the number of stubborn snacks stores is expanded to 500, the scale effect is still a drop in the bucket compared with the merged snacks that are busy and Zhao Yiming snacks. Even if snacks are busy and Zhao Yiming snacks fail to form an absolute leading edge, which means that the price and scale competition in the industry will continue.

Tuyuan Zhao Yiming Snacks official website

At present, snack shops that are still struggling are still rapidly expanding their stores. For good shops, price reduction is an active choice and a passive challenge. Snacks are an optional consumer product with obvious homogenization. Consumers lack loyalty to the brand, and the price is often the core competitiveness. At this time, there is still a chance to compete with snack mass-market stores by reducing the price. If we continue to stick to the high-end positioning, the good shop may become a "small and beautiful" brand, but the market share will inevitably decline.

Interestingly, after two consecutive daily limit stops, Liangpin Store issued an announcement on the evening of December 4, saying that the products covered by the price reduction measures accounted for only 13.5% of the total revenue in the first half of the year.

The implication is that this price adjustment is only an adjustment within the controllable risk. It is conceivable that if the price reduction measures take effect, the good shops will inevitably implement the price reduction measures on a larger scale, which will surely set off a new round of "price war" in the industry, and the good shops themselves will have to undergo top-down reforms, and it may be inevitable to experience "pain", but only by finding a way out can the good shops not fall behind in the highly competitive industry.