Red, the color of sunrise, symbolizes light, gathers strength and leads the future; Red, the color of China, symbolizes revolution and victory. Do not forget your initiative mind, with continuous struggle, is getting more and more prosperous. Ruijin, Jinggangshan, Zunyi, Yan ‘an, Xibaipo … … It is the birthplace and growth place of the red gene, and without exception, it has preserved history because of "red", which has passed through time and space and has become a permanent yearning and sacred hall in the hearts of Chinese from generation to generation. Therefore, red tourism has emerged, and red genes have given birth to fiery red tourism. However, excessive tourism development will often damage the most precious background color of the revolutionary holy land — — Red! How to keep the background color of red tourism forever? On July 1, at the celebration of the 95th anniversary of the founding of the Communist Party of China (CPC), the Supreme Leader pointed out: "When we move forward, we must not forget the road we have traveled; No matter how far you go, you can’t forget the past and why you started. " On July 18th, the Supreme Leader pointed out when he visited the Memorial Hall of the Three Armies in Jiangtaibao: "The revolutionary tradition and patriotic education base construction must not pursue Gao Daquan. If it is very foreign and modern, it will cost a lot of money, then it will not be a revolutionary tradition, and the revolutionary tradition will become stale. Tourism can be promoted through traditional education, but the background color of red tourism cannot be lost. Only by realizing the hardships of the revolutionary era can people be truly educated. "请随“学习中国”小编一起学习。

　　图为：2016年7月1日，庆祝中国共产党成立95周年大会在北京人民大会堂隆重举行。中共中央总书记、国家主席、中央军委主席最高领袖在大会上发表重要讲话。

　　一、核心是传承红色基因

　　红色旅游，指的是以中国共产党领导人民群众在革命战争时期建树丰功伟绩所形成的纪念地、标志物为载体，以其所承载的革命历史、革命事迹和革命精神为内涵，组织接待旅游者开展缅怀学习、传承精神、参观游览的旅游活动。各类反映中国共产党革命斗争历史的纪念馆、纪念地、领袖故居、烈士陵园等爱国主义教育基地，是红色旅游的主要载体。红色旅游，是“红色”与“旅游”的有机结合，“旅游”是形式，“红色”是内涵、是底色。“突出红色，坚守红色”是红色旅游的本质和主旋律。最高领袖强调：“发展红色旅游要把准方向，核心是进行红色教育、传承红色基因，让干部群众来到这里能接受红色精神洗礼。”

　　"The mirror is so shaped, and the ancient things are so known today." The history of China’s revolution contains rich political wisdom, patriotic belief and moral nourishment. Red tourism is a lifestyle, practical content and form, through the exploration, interpretation and publicity of China’s revolutionary history, the spirit and personality strength of outstanding representatives and other resources to educate patriotism, ideals and beliefs, and enhance people’s value recognition of the Communist Party of China (CPC)’s hard struggle to lead the people to build a new China. The Supreme Leader pointed out: "For us communist party people, the history of China revolution is the best nutrient." As a political and cultural project, red tourism must emphasize its important role in accelerating the construction of the socialist core value system, educate and guide the broad masses of cadres and people to fully realize that history and people have chosen the Communist Party of China (CPC), the socialist system and the road of reform and opening up, so as to further strengthen their trust in the Party, Socialism with Chinese characteristics and reform and opening up, and further consolidate the common ideological foundation of the United struggle of the whole party and the people of all nationalities. In March 2006, the Supreme Leader led a delegation of Zhejiang Party and government to Jinggangshan, the cradle of China revolution, to learn and feel the Jinggangshan spirit on the spot. The supreme leader said: "Our delegation came to Jinggangshan to receive revolutionary traditional education. Through the visit, we deeply felt that the revolution was difficult and the victory was not easy; I also deeply feel that,Hard struggle and hard-won great achievements in the development of Jinggangshan; It is also deeply felt that Jinggangshan is not only the cradle of China revolution, with a glorious history, but also the revolutionary cultural landscape is integrated with beautiful natural scenery, and scenic tourism and traditional education complement each other. The unique charm of this red land is fascinating. "

　　The Communist Party of China (CPC) can continue to grow and develop because of its inherent red gene. This is the advanced essence, ideological line, glorious tradition and fine style of work tempered by the party in the long-term struggle. Red resources are the symbol of the Communist Party of China (CPC) people’s spirit and culture and the organic carrier of red genes. Let the former residence become a vivid classroom to activate the red gene, make good use of the red resources, carry forward the red tradition and pass on the red gene. The Supreme Leader pointed out: "The fine traditions left by countless revolutionary martyrs are precious wealth that will always inspire us to move forward, and we can’t lose them at any time. For red cultural resources, we should not only pay attention to the protection of tangible heritage, but also pay attention to the inheritance of intangible heritage and vigorously carry forward the red tradition. " In November 2014, when the Supreme Leader attended the political work conference of the whole army in Gutian, Shanghang, Fujian, he stressed that it is necessary to "pass on the fire of ideals and beliefs and the genes of the red tradition from generation to generation, so that the revolutionary cause can be passed on from generation to generation and the blood will last forever, and the true colors of the old Red Army will always be maintained."

　　图为：2016年7月18日至20日，中共中央总书记、国家主席、中央军委主席最高领袖在宁夏调研考察。这是7月18日上午，最高领袖在固原市西吉县将台堡向红军长征会师纪念碑敬献花篮。

　　二、把握好两个概念

　　自2004年中央号召发展红色旅游以来，国内红色文化旅游快速兴起并逐渐成为观光旅游业的热点，目前在全国已呈现出星火燎原、方兴未艾之势。红色旅游也已经成为引领老区社会经济发展的新增长点，并正在对我国革命老区的经济发展发挥着反哺作用。但同时我们也应该看到，我国红色旅游在建设与发展中还存在一些不容忽视的问题，特别是在投资开发与建设上“追求高大全，搞得很洋气、很现代化，花很多钱”，而忽视了精神上的教育引导作用。最高领袖指出：“关于发展革命根据地旅游项目，要把握好两个概念。红色根据地，爱国主义教育，这是一个概念。发展红色旅游，是另一个概念。两方面要统筹。”

　　In the construction of scenic spots, we should avoid pursuing large-scale and high standards. The highlight and soul of red tourism is its rich cultural heritage and revolutionary spirit, not its scale and form. We can’t just pursue the external form and ignore its spiritual connotation. In some places, due to the emphasis on performance projects and face projects, it is unrealistic to build scenic spots, and it is greedy for foreign countries. In the development of red tourist attractions and the construction of supporting facilities, there is a tendency to pursue "being tall" excessively. Some replace the old with the new and blindly build new ones; Some super-scale construction is contrary to the main purpose of promoting red culture; Some blindly create artificial landscapes, copy and move relics. It is not in harmony with the essential content reflected by red tourism, and even has changed its taste. In the design and construction of scenic spots, efforts should be made to maintain the original flavor and highlight local characteristics. It is necessary to build red memorial facilities properly, and don’t engage in a bunch of things that have nothing to do with the red memorial, or even things that affect the function of the red memorial. Don’t make the red memorial facilities too formal, which will destroy the original meaning. The Outline of the National Red Tourism Development Plan for 2011-2015 puts forward that we should pay attention to the integration and utilization of existing resources, reasonably determine the construction scale and standards, refrain from extravagance, and avoid large-scale demolition and repeated construction. All localities should strictly follow the planning requirements, concentrate on completing the construction task of the red tourism classic scenic spots within the planning, and shall not arbitrarily change the construction content, scale and standards approved by the state. The Supreme Leader pointed out, "It is appropriate to build a red memorial facility.Don’t make the red memorial facilities too formal "and don’t" get rid of the inner spirit ".

　　Tourism development cannot be "out of tune". Many red tourist attractions have forgotten their original intentions, erased the background color and made some "out of tune" things. First, a few operators of "red tourism" resources use all means of market economy to generate income in order to achieve their own commercial purposes. They tamper with and even trample on the revolutionary spirit at will, and what ancestors’ spirits and glorious traditions have all been forgotten by them. Second, in order to attract tourists by hook or by crook, some places fabricate "unofficial history Biography" and even engage in feudal superstition. Some tour guides enjoy spreading "alternative culture" when leading tourists around. When they arrive at the red scenic spots, what they often talk about is not the hardships and heroic deeds of the revolution, but some hearsay stories about unofficial history and even erotic history. Some tour guides even spread "jokes" that distort history and make fun of heroes. Third, they only care about playing and don’t respect the martyrs. Some people lack feelings for revolutionary martyrs and understanding their great dedication in "red tourism". The Outline of the National Red Tourism Development Plan for 2011-2015 puts forward that it is necessary to strengthen supervision and standardize the development order of red tourism. If red tourism really plays the role of guiding society and educating people, it is necessary to strengthen supervision.Timely stop making up unofficial history, deceiving customers, and other wrong practices and behaviors that are detrimental to the image of red tourism. Propaganda, culture, tourism, cultural relics and other departments should organize the preparation of red tourism training materials, and strengthen the examination and control of the commentaries and tour guides of museums and memorial halls. Tour guides and commentators in red tourist attractions should seriously study the knowledge of party history, enhance their sense of social responsibility, accurately grasp the true content of historical events and the touching stories and noble sentiments of heroes, improve the vividness, authenticity and authority of publicity and explanation, put an end to feudal superstition and fiction, and prevent vulgarization and vulgarization. The Supreme Leader pointed out: "The fine traditions left by countless revolutionary martyrs are precious wealth that will always inspire us to move forward, and we can’t lose them at any time. For red cultural resources, we should not only pay attention to the protection of tangible heritage, but also pay attention to the inheritance of intangible heritage and vigorously carry forward the red tradition. "

　　图为：2016年7月18日至20日，中共中央总书记、国家主席、中央军委主席最高领袖在宁夏调研考察。这是7月18日上午，最高领袖在固原市西吉县将台堡参观三军会师纪念馆。

　　三、发挥好红色价值

　　教育价值是红色旅游最基本的价值，也是其得以发展的重要基础。人民群众对于红色旅游的热爱，国家对红色旅游的投入，都是因为红色旅游的教育价值。《国务院关于促进旅游业改革发展的若干意见》指出：“大力发展红色旅游，加强革命传统教育，大力弘扬以爱国主义为核心的民族精神和以改革创新为核心的时代精神，积极培育和践行社会主义核心价值观。”最高领袖指出：“革命传统资源是我们党的宝贵精神财富，每一个红色旅游景点都是一个常学常新的生动课堂，蕴含着丰富的政治智慧和道德滋养。要把这些革命传统资源作为开展爱国主义和党性教育的生动教材，引导广大党员干部学习党的历史，深刻理解历史和人民选择中国共产党的历史必然性，进一步增强走中国特色社会主义道路、为党和人民事业不懈奋斗的自觉性和坚定性，永葆共产党人政治本色。”

　　Interpreting the red story will make the historical stories and the deeds of revolutionary martyrs involved in red tourism deeply rooted in people’s hearts, create a strong cultural heritage, and play a good educational significance for tourists. Red tourism is one of the most effective ways to understand red stories. A story is not only a good red tourism product, but also a good positive energy teaching material. Every red scenic spot has a red story, every red story has a red character and every red character has a red legend. Northeast Martyrs Memorial Hall was founded in 1948, which is one of the earlier martyrs memorial halls in China. It was once the seat of the pseudo-Harbin police station, where Zhao Yiman, an anti-Japanese heroine, went to the execution ground after being tortured in August 1936. Eighty years later, although we have never found out where her body is, she will live in our hearts forever. The revolutionary stories of countless ancestors are known to people because of red tourism, and the touching stories of countless heroes are known to the world because of red tourism.

　　Red tourism has incomparable educational and propaganda functions and shoulders the mission of carrying forward and cultivating the national spirit. Since its founding, the Communist Party of China (CPC) has led the people of all ethnic groups throughout the country to struggle hard and forge ahead in various historical periods of revolution, construction and reform, and has nurtured an extremely precious red spirit. During the revolutionary war, Jinggangshan spirit, Long March spirit, Yan ‘an spirit, Taihang spirit, Hongyan spirit and Xibaipo spirit were formed. During the period of socialist construction, the spirit of "two bombs and one satellite", the spirit of Lei Feng, the spirit of Iron Man and the spirit of Jiao Yulu were formed. During the period of reform and opening up, the spirit of the times with reform and innovation as the core was formed. These spirits are the tempering and sublimation of the great national spirit in a certain historical period, the embodiment of the glorious tradition and fine work style of the party, and the extremely precious spiritual wealth of our Chinese nation. Red tourism is an innovation of revolutionary traditional education mode and a big classroom of red spirit education.

　　A series of red cultural works created on the background of red tourism itself not only enrich the red culture, but also enrich the advanced socialist culture and the cultural home of the Chinese nation. The red tourist routes and classic scenic spots created by red tourism are not only scenic spots, but also living teaching materials for understanding revolutionary history, increasing revolutionary knowledge, learning revolutionary spirit and cultivating the spirit of the times. Red tourist areas should carefully design red tourist products to make them more meaningful and poetic. It must be organically combined with culture, run through cultural elements and embody the red spirit. According to the revolutionary history of that year, many red tourist attractions dug deep into the red cultural genes, created a large number of literary and artistic works with revolutionary historical themes, and emerged a large number of red movies, red stage plays, red songs, red publications, etc., which created a healthy and strong red cultural atmosphere and became a beautiful landscape in China.

　　Red tourism is of great significance for promoting the economic development of the old revolutionary base areas and promoting the construction of new countryside. Most of the red tourist attractions are located in the old revolutionary base areas, with remote locations, generally low level of economic development and a large number of poor people. The natural resources in these old revolutionary areas are relatively poor, but the red tourism resources are relatively good. It is an effective way to realize poverty alleviation through developing red tourism, and red tourism can play a greater role in precise poverty alleviation. The development of red tourism has brought people, capital and information to the old revolutionary base areas. The people in the old liberated areas have increased their income by developing the tourism industry, which has enabled a large number of local people to get rid of poverty and become rich. The Outline of the National Red Tourism Development Plan for 2011-2015 puts forward that it is necessary to vigorously promote the combination of red tourism development and economic development in the old revolutionary areas, fully mobilize the cadres and masses in the old revolutionary areas to participate in the development of red tourism, combine the construction of new countryside, integrate and utilize various resources, provide red tourism catering, accommodation and other business services, extend the industrial chain of red tourism, and further promote the economic and social development of the old revolutionary areas. The Supreme Leader pointed out: "Regarding the development of red tourism, the guiding ideology should be correct, the construction of tourism facilities should complement the red memorial facilities, and the red memorial facilities should be connected to improve people’s lives."

　　"Iron and stone strike, there will be sparks; Water and gas are swaying, which is Changhong. " On the land of China, red will never fade; In our hearts, red is always stirring. Walking on the red road full of martyrs’ blood, the red genes born in blood and fire constantly give us new energy.

This article comes from WeChat WeChat official account’s "Golden Touch" by Zhang Xueqing.

With the overall rise of the buying mode, the game distribution channel has undergone tremendous changes, and the traditional application store intermodal mode has encountered challenges. We believe that high-quality gamers have stronger bargaining power in the face of application stores, and their potential profits have room for improvement, and they are optimistic about the rapid development of content vertical channel distribution mode.

What is the driving force for the change of game distribution channels? It is a common understanding in the market that the distribution channel of games has changed from the traditional app store to the rapid rise of the buying market. In the process of changing the channel from the old to the new, the decline of the combined transport mode of app stores and the rise of the buying mode of media advertisements are two sides. The main reasons are as follows: 1) Due to the decline of traffic scale and the high share of the whole life cycle, it is increasingly difficult for app stores to exchange traffic resources for high water share as a game distribution channel; 2) The rise of new traffic platforms and the improvement of bidding transaction efficiency are also reflected in the rise of new channels for game distribution; 3) Under the trend of long life cycle operation and high-quality R&D, the bargaining ability of head R&D has been improved.

What are the challenges and opportunities faced by game makers in the buying market after entering the stage of national buying? Since 2020, the buying market has entered the era of national buying, and game manufacturers are facing challenges and opportunities. On the one hand, when big factories enter the market, the purchase amount becomes the standard for mobile game distribution, and the market competition intensifies; On the other hand, under the objective trend of fierce buying competition, the quality of products has become the ultimate factor to determine the buying effect, and the difference in buying efficiency reflects the difference in delivery ability, and the marketing idea of product-effect synergy has brought the accumulation of brand value of manufacturers. On the whole, the game manufacturers of R&D and transportation have gained a better competitive pattern with excellent product quality in the context of increasingly fierce buying competition.

What is the long-term impact on the development of the game industry after the rise of the buying market? In the domestic game market, we judge that, on the one hand, the advantages of R&D-integrated manufacturers will be extended to the bargaining power facing channels, and the profit margin of game manufacturers will be improved; Moreover, R&D companies will consider the traffic operation mode in the whole product life cycle to improve the product purchase effect. On the other hand, in the long run, we expect that the proportion of Android channel sharing is expected to gradually decline, and the vertical channel of content represented by TapTap will gain more favor from game manufacturers.

We believe that after the proportion of channel sharing decreases, game makers can bear a higher level of purchase expenses while getting a higher share, so as to gain more users and further improve the flowing ceiling. Benchmarking overseas markets, we found that the share of overseas game distribution channels is basically below 30%, and at present, channels and developers are still fighting to reduce the share of 30%. On the whole, under the background that the bargaining power of Android channel is gradually declining and the buying power of game manufacturers continues to improve, we believe that the trend of content is king will continue in the future, and game manufacturers with integrated head research and transportation are expected to improve their profit margin and expand their market share by virtue of quality games.

risk

The macroeconomic downturn affects entertainment spending, the progress of new online games is slow, the performance of online game products is less than expected, the progress of obtaining version numbers is less than expected, the progress of overseas market expansion is slower than expected, and the game industry policy risks.

Looking back on the past year, head manufacturers no longer stick to the original traditional distribution mode of intermodal channels in application stores, but have tried to strengthen the distribution of short videos and other media. At the same time, when high-quality new products are launched, there are endless negotiations with the Android app store. Game makers hope to adjust the traditional 5:5 to 3:7 (channel: games) on the new boutique tour to gain more income space. Focusing on these changes, this report attempts to answer three questions on the basis of the in-depth report "Decrypting Mobile Game Traffic Operation Mode" released in June 2019:

#1 What is the driving force for the change of game distribution channels?

It is a consensus of the market that the distribution channel of games has changed from the traditional app store to the rapid rise of the buying volume market. In the process of changing the channel from the old to the new, the decline of the intermodal mode of app stores and the rise of the buying volume mode of media advertisements are two sides, the main reasons are as follows:

The intermodal mode of application store is a traditional distribution mode in the era of the rise of mobile games. Its core logic is that the application store, as a game distribution channel, exchanges abundant traffic resources for water sharing. In the past, because the app store had almost irreplaceable traffic portal status, game developers actively or passively reached users through the app store at the expense of high streaming share (such as 50% of Android channels). However, in recent years, the decline in traffic and the high share of the whole life cycle have made the application store intermodal mode more and more unsustainable.

The rise of new traffic platforms and the improvement of bidding transaction efficiency are also reflected in the rise of new channels for game distribution. Game buying is essentially an effect advertisement, which can reach potential players and gain users by placing advertisements. Therefore, on the one hand, in terms of traffic scale, the scale of users of short video platforms represented by fast hand vibrato has expanded rapidly, forming a new traffic gathering place; On the other hand, in the business model, programmatic advertising technology has gradually optimized the advertising delivery, and the distribution efficiency of game purchases has been improved.

Under the trend of long life cycle operation and high-quality R&D, the bargaining ability of head R&D is improved. On the one hand, under the restriction of policy and version number, the supply of market products decreases, and the long-life operation of fine products becomes an industry trend; On the other hand, boutique games have their own traffic, and their dependence on application stores has decreased. At the same time, under the trend of long-term operation, the whole life cycle intermodal mode has excessively eroded the profits of game manufacturers.

#2 What are the challenges and opportunities faced by game makers in the buying market after entering the stage of nationwide buying?

Since 2020, the buying market has entered the era of universal buying, and game manufacturers have entered the buying market in an all-round way, facing challenges and opportunities. On the whole, the game manufacturers of R&D and transportation have gained a better competitive pattern with excellent product quality in the context of increasingly fierce buying competition.

Challenge: When big manufacturers enter the market, the purchase amount becomes the standard for mobile game distribution, and the market competition is intensified. Under the upsurge of national buying, the number of materials and games in the game buying market increased rapidly, but the concentration of participants began to increase. Tencent Netease and other big companies entered the market and occupied the main share of the buying market. In the dimension of competition, we observed that the cost of materials and customers increased, and the competition became fierce. In addition, in terms of product distribution, buying volume has brought about the decentralization of the game market and the clearing of tail games, and manufacturers have participated in the competition in diversified categories.

Opportunity: the weight of high-quality content is improved, and refined traffic operation improves efficiency. We found that high-quality content can pass through the lower CAC(Customer) without the application store channel.
Acquisition cost) to acquire users, resulting in a larger LTV(Life time).
Value, life cycle value). On the one hand, under the objective trend of fierce competition in buying quantity, the quality of products has become the ultimate factor to determine the effect of buying quantity; On the other hand, the core of buying volume is to better match CAC<V in the scene of larger traffic, and the difference of buying volume efficiency reflects the difference of putting capacity. In addition, there is a new growth engine in the buying volume model, that is, the marketing idea of product-effect synergy brings the accumulation of brand value. We have noticed that the purpose of the current game purchase is not only the promotion of a single product, but also the long-term shaping of the manufacturer’s brand.

#3 What is the long-term impact on the development of the game industry after the rise of the buying market?

In the domestic game market, we judge that the reform of game distribution channels will continue to have a far-reaching impact on the industrial chain: on the one hand, the advantages of R&D-integrated manufacturers will be extended to the bargaining power facing the channels, which will help improve the profit margin of game manufacturers; Moreover, developers should consider the influence of purchase quantity in the whole life cycle of the game, which is helpful to improve the effect of product purchase quantity. On the other hand, the proportion of distribution channels is expected to gradually decline in the long run, while the vertical channel of zero-divided content represented by TapTap is expected to develop rapidly.

We made a scenario hypothesis on the influencing factors and process of the decline of the domestic Android channel stream sharing. We believe that there are three factors influencing the negotiation of Android channel sharing: 1) the market share of mobile phone hardware manufacturers basically determines the bargaining power of channels, and product quality and brand power determine the bargaining power of game manufacturers; 2) Degree of collaboration: the degree of collaboration of Android channels, especially the attitude of hardcore alliance; 3) Substitute products: the substitution effect of buying volume market on channels.

In particular, we compare the growth rate of Xiaomi game revenue and mobile game market revenue to illustrate the changing process of the strength comparison between channels and game manufacturers. 3Q20 Due to the hot buying market, there is a scissors gap in the income growth rate between the two parties. In the context of the continuous growth of the mobile game market, Xiaomi’s game revenue has experienced a negative growth, which reflects the influence of the national buying volume and the strength improvement of game manufacturers. Besides,
On February 3rd, 2020, Genshin Impact updated version 1.3 four months after its official release, and launched Xiaomi App Store for the first time, while the share of Genshin Impact and Xiaomi was 7:3. In addition, Xiaomi has provided Genshin Impact with promotional resources, including store opening advertisements, first-screen big pictures, and browser advertisement recommendation positions. On the first day, Genshin Impact downloaded more than 680,000 times in Xiaomi App Store.

From the results, we take the distributable total flow of 100 yuan (after deducting channel fees, withholding taxes and fees, etc.) as an example to illustrate the influence of the change of channel sharing on the income of game manufacturers. Under the current situation that the Android channel is divided into 50%, game manufacturers can get 50 yuan income before deducting the purchase cost, but if the purchase cost is considered, the income will be lower. We calculate the revenue of game makers after deducting channel share and purchase cost when the proportion of channel share and purchase cost changes. In a neutral situation, if the share of Android channels is reduced to 30% and the purchase cost is 20%, the R&D and transportation integrated manufacturer can still get the income of 50 yuan. In addition, we believe that after the proportion of channel sharing decreases, game makers can bear a higher level of purchase expenses while getting a higher share, thus gaining more users and further improving the flowing ceiling.

The debate about benchmarking overseas markets, channels and R&D companies is far from over, and the content is that the trend of king continues. On the issue of market share, we have counted the share of major game distribution channels in the world, and found that the share of overseas game channels is basically below 30%. At the same time, at present, channels and developers are still fighting each other, and Epic is still fighting with Apple to reduce the commission rate by 30%. We judge that the global debate between channels and R&D providers on sharing is far from over. From the trend of overseas markets, the content of Wanghui will continue, and high-quality content can not only bring rich benefits to developers, but also be an important escort cornerstone of the distribution platform.

From the old to the new, what is the driving force for the change of game distribution channels?

It is a common understanding of the market that the distribution channel of games has changed from the traditional app store to the rapid rise of the buying volume market. In the process of changing the channel from the old to the new, the decline of the intermodal mode of app stores and the rise of the buying volume mode of media advertisements are two sides.

We define the scope of discussion as follows:

Due to the closed system of iPhone and APPle, all apps must be downloaded from the App Store, and the commission ratio (commission
Rate) is 30%, which is not a controversial issue in the domestic game industry at present, so we only discuss the situation of Android app store in this article.

In the Android App Store, the sharing basis of game intermodal transportation is the total amount of running water after deducting 3%-5% of channel fees, withholding taxes and fees, etc. For the convenience of discussion and calculation, the sharing ratio of Android channels discussed in the following text is all running water after deducting the above fees.

#1 Disadvantages of the old channel: The mode that Android App Store traffic resources are exchanged for high water sharing is unsustainable.

The intermodal mode of application store is a traditional distribution mode in the era of the rise of mobile games. Its core logic is that the application store, as a game distribution channel, exchanges abundant traffic resources for water sharing. In the past, because the app store had almost irreplaceable traffic portal status, game developers actively or passively reached users through the app store at the expense of high streaming share (such as 50% of Android channels). However, in recent years, the decline in traffic and the high share of the whole life cycle have made the application store intermodal mode more and more unsustainable.

The growth rate of Android App Store users has slowed down, and the status of traffic portal has declined.

As a window for mobile phone users to download APPs, the app store has played an important role in the development and use of mobile phones for a long time, and thus gained the status of a near-monopoly traffic aggregation portal. However, since mid-2017, the traffic portal status of Android App Store has been challenged for three reasons, facing the decline of user growth rate and even the loss of users. First, the rise of two generations of super APPs, represented by Tencent and Tik Tok Aauto Quicker, has partially replaced the download portal function of the app store on the Android side, and users can directly click advertisements from some super apps and jump to the application official website to download. Second, the rise of new applications has slowed down, and the proportion of downloads caused by natural traffic has continued to decline. After the super APP forms a network effect and establishes a scale advantage, the behavior of downloading new APPs per mobile phone user becomes less frequent, and the access to the Android app store is no longer frequent. Third, the appearance of applets, H5 and other products makes it unnecessary for users to download apps.

Chart: The traffic gathering place has experienced the shift from "App Store to Super App" and "Tencent Department to Fast Platform"

Source: QuestMobile, official website, Research Department of CICC.

Note: 1) The accumulation chart shows the total amount of MAU, and the curve shows the year-on-year growth rate of MAU; The ordinate axis in the diagram is the corresponding value of year-on-year growth rate, and the scale of MAU is only a relative indication, and the corresponding ordinate axis is not set;

2) Representative third-party application channels mainly include MAU ranking Top10 channels such as App Store, 360 Mobile Assistant, Baidu Mobile Assistant and PP Assistant; Tencent’s traffic platforms include WeChat, QQ, Watch Express, QQ space and QQ browser (the main channel for Guangdiantong); The fast-shaking platform includes short vibrato video, Tik Tok Extreme Edition, Tik Tok Volcano Edition, Watermelon Video, Today Headline, Aauto Quicker and Aauto Quicker Extreme Edition; Representative app stores mainly include hardcore alliance members and Xiaomi and Samsung app stores.

Chart: MAU, the official mobile app store, and its growth rate

Source: QuestMobile, Research Department of CICC.

Note: Statistical APP mainly includes hardcore alliance members (Huawei, OPPO, vivo, Meizu, ZTE, Coolpad, etc.) and Xiaomi and Samsung app stores.

Chart: Top10 third-party application channel MAU and its growth rate

Source: QuestMobile, Research Department of CICC.

Note: According to the top ten third-party application channels App of QuestMobile, including AppBao, 360 Mobile Assistant, Baidu Mobile Assistant, PP Assistant, pea pods, Kuan, Anzhi Market and Google.
Play Store, Essential Apps, sogou Mobile Assistant

The high proportion of channel life cycle squeezes the profit space of game manufacturers.

The proportion of Android channel in the whole life cycle is too high. In the App store model, the channel share is 30%-50%, among which Apple App
Store commission ratio is 30%, and Android app store intermodal is divided into 50%. If we consider 1%~5% of channel fees, technical service fees, withholding taxes and fees, the actual share of Android channels exceeds 50%, while the share of developers is only 15%-30%. Considering the continuous improvement of the threshold of game research and development, the profit margin of game developers is very limited. Historically, 50% of the Android channel has not always existed. Before the establishment of the hardcore alliance in 2014, the division between game manufacturers and channels was always 7:3. After the establishment of hardcore alliances (OPPO, vivo, Coolpad, Gionee, Lenovo, Huawei, Meizu, Nubia) in 2014, hardware channels joined forces to demand a 50% share of the game stream.

Chart: value chain of mobile game industry

Source: Company website, Research Department of CICC.

Note: The proportion of this punishment is based on the total amount that can be divided after deducting about 3%-5% of channel fees and withholding taxes.

From the operational point of view, the double charging problem caused by the parallel connection of purchase volume and application store further erodes the profits of game manufacturers. In the current mode, considering that the app store still has important import value, most games will choose to pay equal attention to both the purchase volume and the combined transport of the app store, which may lead to double charges. From the perspective of the rationality of revenue sharing, under the trend of long-term operation of games, the short-term resource value brought by application stores has declined.

#2 The rise of new media: the change of traffic gathering places and the appearance of programmed advertisements have led to the rise of buying mode.

Game buying is essentially an effect advertisement, which can reach potential players and gain users by placing advertisements. Therefore, the rise of new traffic platforms and the improvement of bidding transaction efficiency are also reflected in the rise of new channels for game distribution.

In terms of traffic scale, the short video platform represented by fast hand vibrato has formed a new traffic gathering place.

From the perspective of the overall category change, the advertiser’s position moves with the change of traffic gathering place. If we consider the problem of game buying from the perspective of advertising, the scale of traffic is the premise. Therefore, the change of game distribution channel follows the change of traffic gathering place. From the distribution trend of Internet traffic in China, traffic gathering places have experienced the transformation from tool-based Baidu and app stores to social Weibo and WeChat, and then to content-based Tik Tok and Aauto Quicker. Behind the migration of traffic gathering places is the migration of user behavior habits and time allocation.

Chart: The proportion and change of the usage time of mobile Internet giant App-headline & the proportion of Aauto Quicker department has expanded rapidly.

Source: QuestMobile, Research Department of CICC.

Chart: echelon list of mobile game delivery channels in 2020

Source: Thermal Cloud Data, Research Department of CICC.

Note: In alphabetical order.

Gather short video and live broadcast markets, and its share in the advertising market continues to increase. According to Aauto Quicker’s prospectus, the mobile advertising scale of short video and live broadcast platforms has reached 81 billion yuan in 2019, accounting for 15% of the total mobile advertising market, and iResearch predicts that this proportion will reach 27% by 2025. We judge that the short video market with huge users and continuous growth will provide a broad market space for game purchases.

Chart: The scale and proportion of mobile advertising in China through short video and live broadcast platforms (in terms of revenue)

Source: Aauto Quicker prospectus, iResearch, Research Department of CICC.

Chart: MAU scale and year-on-year growth rate in Tik Tok and Aauto Quicker

Source: Aauto Quicker prospectus, QuestMobile, Research Department of CICC.

Note: Due to the incoherence of official MAU data in Tik Tok. Here, the monthly average data of QuestMobile in the current year is used instead.

The monetization process of traffic on the buying platform has accelerated, releasing the buying space. We observed that before 2020, the monetization process of Aauto Quicker and Tik Tok short video platforms was not fast, but mainly focused on increasing the scale of users. By the end of 2019, after Tik Tok’s MAU exceeded 400 million and Aauto Quicker’s MAU reached 330 million, both sides accelerated the monetization speed. We expect that as the growth rate of users slows down gradually and the platforms enter a stable period, short video platforms such as Tik Tok and Aauto Quicker will continue to improve their monetization and provide more space for the purchase of games.

Chart: The course of advertising monetization in Tik Tok and Aauto Quicker.

Source: company announcement, LatePost, 36Kr, Annual Report of Magnetic Engine in 2019, Aauto Quicker Magnetic Engine Double Product Upgrade Conference, Research Department of CICC.

In the business model, the evolution of targeted technology and transaction forms has made it possible for thousands of people to advertise with different effects.

The rise of game buying is not only the expansion of traffic supply, but also the improvement of distribution efficiency. In terms of business model, programmatic advertising has gradually optimized advertising delivery in four aspects:

Optimization of delivery mode: Targeting technology makes the advertising delivery crowd more accurate, and it is possible to advertise with thousands of people and thousands of faces. With the development of modern advertising industry, the technology of targeting users through user tags makes it possible for thousands of people to advertise, that is, the goal of advertising is not to put in the volume, but to put in the crowd, which correspondingly cancels the restriction of advertising volume.

Chart: Comparison of differences between leaderboard mode and buying mode

Source: Huawei Application Market, Application Bao, Tik Tok, Research Department of CICC.

Optimization of launching process: The emergence of real-time bidding system makes the launching process transparent and procedural. After the appearance of directional technology, the appearance of real-time bidding system makes it possible to bid for the effect advertisement in practice, which improves the transparency and proceduralization of the delivery process. From the actual situation, at present, the game purchase data of Tencent, Toutiao, Aauto Quicker and other channels are relatively transparent, and advertisers can clearly obtain the data about the purchase cost and effect.

Chart: Zhou Du data of tencent games advertising at the end of 2020.

Source: Tencent Advertising, Research Department of CICC.

Note: 1) The statistical period is from December 28th, 2020 to January 3rd, 2021; 2)CTR: click rate. Advertising click rate = click volume/exposure *100%; 3) Activation cost: the advertiser pays for each activation cost = cost/activation amount; 4) First-day payment cost for a single user
= (Advertisements that accurately return the paid amount) the paid amount on the first day/(Advertisements that accurately return the paid amount) the advertising consumption on that day.

Optimization of settlement method: settlement according to CPA and other effects has become the mainstream, and the delivery effect can be measured. With the appearance of targeted advertising technology, it is possible to measure the effect, and the logic of advertisers’ realization of advertisements has also gone through the process from media realization (focusing on user scale) to user realization (effect advertising). Advertisers pay more attention to effective user value when measuring advertising efficiency, so it has become the mainstream to settle accounts according to the effect of advertising. At present, the mainstream short video platform and TapTap use CPA(Cost
Per action) for settlement, and some platforms adopt CPI(Cost per
Installation) and other ways for settlement. In order to meet the demand, in addition to the traditional intermodal sharing, application stores have also begun to provide advertising purchases. At present, CPD(Cost per) is generally adopted.
Download) for settlement.

Chart: Comparison table of settlement methods of different game distribution platforms

Source: company announcement, company official website, cucumber media, research department of CICC.

Profit optimization: continuous improvement of delivery efficiency. On the basis of the above three aspects, mainstream advertising platforms not only continuously improve the refinement and delivery accuracy of their own user tags through the accumulation of delivery data; It also provides advertisers with analytical tools for delivery efficiency, which helps to control the delivery rhythm, delivery cycle and delivery materials, thus improving delivery efficiency.

From the results, the effect of game buying is recognized. On the one hand, the number of game installations brought by unnatural traffic such as marketing has increased rapidly year-on-year; On the other hand, from the perspective of user retention, the retention rate of game users brought by unnatural methods (marketing) is even higher than that attracted by natural methods.

Chart: Distribution of App download channels in mobile game industry

Source: QuestMobile, Research Department of CICC.

Note: Terminal store refers to App.
The proportion of App aggregation in terminal stores such as Store, Huawei application channel, OPPO software store and vivo application store, the proportion of app aggregation in application stores such as App Store, 360 mobile assistant and Baidu mobile assistant, and the proportion of vertical channels only includes two channels: TapTap and 4399 game box.

#3 game quality trend: under the trend of long life cycle operation and quality development of games, the bargaining power of head R&D is improved.

Under the restriction of policy and version number, the supply of market products decreases, and the long life cycle operation of fine products becomes an industry trend

Since the resumption of the approval of the version number on June 28, 2019, the rhythm of the approval of the version number has basically remained at the level of about 50-60 batches per month, and the number has been greatly reduced compared with that before the suspension of the approval of the version number. The reduction in the number of edition numbers has also led to a relative reduction in the supply of products in the game market. In the case that the version number is more precious and the product supply is reduced, the degree of game quality is also continuously improved. Therefore, it is a common choice for game manufacturers to operate high-quality games for a long time, so as to obtain long-term and stable running water income.

Chart: After the approval of version number is restarted, the supply of version number is obviously reduced.

Source: State Press and Publication Administration, Research Department of CICC.

Note: Statistics are as of February 19th, 2021.

On the product side, the level of game quality is improved, and high-quality products bring huge traffic.

Boutique games have their own traffic, and their dependence on the app store has decreased. With the improvement of players’ requirements for game quality and the stricter approval of version number, developers have also increased their investment in game research and development, which has jointly improved the quality of game products. And high-quality products, relying on excellent quality, have gained a lot of attention and appointments before going online.

Under the trend of long-term operation, the whole life cycle intermodal mode excessively erodes the profits of game manufacturers. As mentioned above, under the trend of decreasing the number of games on the supply side, the long-term operation of game products has become an industry trend. In the long-term operation scenario, the game relies more on brand and word-of-mouth to maintain and expand the player scale, without the short-term promotion resources provided by the application store; But you still need to pay 50% of the whole life cycle water share.
Game makers’ profit margins have been eroded. In contrast, under the game buying mode, the manufacturer only needs to pay the one-time effect advertising fee, and the later profit belongs to the game manufacturer completely.

Chart: the composition of game publishers’ expenses under the mode of channel sharing VS purchase volume.

Source: Research Department of CICC.

Note: 3%-5% channel fee, withholding tax, etc. are not considered on the basis of 50% share ratio.

Chart: under the Android channel, channel sharing and game revenue

Source: Research Department of CICC.
Note: Assuming that game users spend 100 yuan every month (excluding 3%-5% of channel fees, withholding taxes, etc.), the Android channel here is divided into approximate figures. Source: Research Department of CICC.

Chart: Game buying cost and income under buying mode.

Note: Assuming that the game users spend 100 yuan every month (excluding 3%-5% of channel fees, withholding taxes, etc.), the purchase cost here is an estimated value, not actual data.

Current situation of buying market: challenges and opportunities after national buying

Since 2020, the buying market has entered the era of universal buying, and game manufacturers have fully entered the buying market. On the one hand, it brings challenges such as the expansion of market scale, the entry of large manufacturers into the promotion threshold, and the increase in purchase volume and price; On the other hand, new opportunities have emerged. The long-term traffic operation of high-quality products and the marketing method of product-effect synergy have become the focus of game manufacturers.

Challenge: When big manufacturers enter the market, buying quantity becomes the standard of mobile game distribution, and market competition intensifies.

From the perspective of market scale, there is a nationwide buying boom in the game market, and Tencent Netease and other big manufacturers dominate.

Under the national buying craze, the number of materials and games in the game buying market increased rapidly, but the concentration of participants began to increase. Judging from the most direct indicator-game advertising material, according to DataEye data, from 2017 to 2019, the video material in the mobile game buying market grew at a rate of three times per year, basically achieving the national buying. Since the second half of 2020, the buying volume has entered a white-hot stage. Under the circumstances that strong demand drives fierce competition, although the total amount of game advertising materials has maintained a rapid growth trend, the number of companies has declined since 2H20, which reflects the improvement of the concentration of participants in the buying market.

Chart: The total number of materials put into game advertisements continues to increase.

Source: DataEye, Research Department of CICC.

Note: Statistics are as of October 31, 2020.

Chart: Trend of the number of game advertising companies

Source: DataEye, AppGrowing, 2018 China Game Industry Annual Meeting, Pangolin Launch Platform Announcement, Company Announcement, Company official website, Research Department of CICC.

Note: Statistics are as of October 31, 2020.

Tencent Netease and other big companies entered the market and occupied the main share of the buying market. We counted the game companies that launched top10 in the past few years, and found that Tencent, Netease, Sanqi and other big companies gradually occupied the forefront of the launch list. The entry of high-quality products into the buying market objectively improves the intensity of competition. At the same time, the proportion of advertising for head products is gradually increasing.

Chart: Tencent, Netease and other big manufacturers have increased their participation in buying, and gradually occupied the Top10 of the game advertising materials.

Source: DataEye, Research Department of CICC.

Note: Blue is Tencent (Shenzhen Tencent Computer System Co., Ltd. and Tencent Technology (Shenzhen) Co., Ltd.), pink is Netease (Guangzhou Netease Computer System Co., Ltd. and Hangzhou Netease Leihuo Technology Co., Ltd.), orange is Sanqi Entertainment (Shanghai Hard Link Network Technology Co., Ltd. and Anhui Shangqu Play Network Technology Co., Ltd.), and green is Perfect World, Lilith, Youzu Network, ByteDance, Ali Games, Kaiying Network, Zi Long Games, Ali Games.

In the dimension of competition, the prices of materials and purchases have risen in an all-round way, and the competition tends to be fierce.

With the increase of market participants, the price of traffic continues to rise. We judge that in the past few years, the traffic price has been rising slowly. Looking forward to the future, considering that buying quantity is becoming more and more an important means to acquire users, we expect that the price of buying quantity will continue to grow steadily.

Chart: Tencent Youlianghui Vertical Video 9:16 Android and iOS Single User Activation Cost (March-September 2020)

Source: Tencent Advertising Monthly, Research Department of CICC.

Note: Activation cost: cost paid by advertisers for each activation = cost/activation amount.

Chart: The first-day first-time payment cost of a single user of WeChat friends circle video Android and iOS (March-September 2020)

Source: Tencent Advertising Monthly, Research Department of CICC.

Note: the first-day payment cost of a single user = (the advertisement with accurate payment amount) the first-day payment amount/(the advertisement with accurate payment amount) the advertising consumption of the day, which is used to optimize the advertising position.

In the fierce competition environment, the cost of materials is also rising. On the one hand, under the circumstance that all parties increase the delivery, the attraction of homogeneous and poor quality logistics materials to users is declining, forcing publishers to improve the quality of materials; On the other hand, because the purchase price is getting more and more expensive, in order to obtain the highest efficiency, the material needs higher quality to attract users better, thus improving the ROI.

In terms of product distribution, the purchase volume has brought about the decentralization of the game market and the clearing of the tail game.

Among different categories, the development of buying volume has brought about the decentralization of game categories. Buying quantity can make products reach the target users of specific categories more quickly and directly, instead of the high-flow categories in the application store leaderboard mode in the past, so the subdivided categories have gained more room for development. It should be pointed out that the change of the proportion of specific game categories is not only influenced by the factors of buying quantity, but also by the online cycle of specific products. However, we judge that the overall trend of buying quantity has a certain impact on category diversification.

Chart: MMORPG always occupies the forefront of the advertising list in terms of buying volume.

Source: DataEye, Research Department of CICC.

Note: The proportion shown in the figure is the proportion of games with advertisements in this category.

Chart: However, in terms of revenue ratio, among the top 100 mobile game revenue products in China, the proportion of role-playing is declining.

Source: Game Committee, Gamma Data, Research Department of CICC.

The proportion of head games has increased, and the tail games have been accelerated. According to the statistics of hot cloud data, the proportion of game purchases in the creative group Top201-500 decreased from 29% in 4Q19 to 22% in 4Q20. We judge that with the more intense competition in buying volume and the rising cost of buying volume, the tail game will accelerate its clearing.

Chart: game buying quantity, number of creative groups, Top500 and proportion distribution chart

Source: Thermal Cloud Data, Research Department of CICC.

Opportunity: the weight of high-quality content is improved, and refined traffic operation improves efficiency.

The ability to buy is divided into CAC and LTV, and effective traffic operation can achieve LTV>CAC.

Boutique content can get users through lower CAC(Customer acquisition cost) without the application store channel, resulting in larger LTV(Life).
Time value, life cycle value). Since 2019, we have found that many products have not chosen the Android channel.

Chart: Typical game products that have not been selected or postponed to the Android App Store channel (incomplete statistics)

Source: TapTap, Bilibili, Easy to Travel and Quick to Explode, App Bao, 360 Mobile Assistant, Jiuyou, Xiaomi App Store, Huawei App Market, Game official website, and Research Department of CICC.

Note: 1) As of October 20, 2020, there were 130 exclusive games on TAPTAP (take the App labeled "TapTap Exclusive" on TapTap); 2) The channel here only counts Android; 3) The place marked in red is the download channel displayed by official website; 4) "√" means to confirm that the channel has been launched or has been launched, and "reservation" means that the channel has not been officially launched yet (part of it is confirmed to be on the shelves, but the time has not yet come).

Under the objective trend of fierce competition in buying quantity, the quality of products has become the ultimate factor to determine the effect of buying quantity. High-quality products are more likely to enlarge their competitive advantage by buying quantity, while products with average quality can gain users by buying quantity in the early stage, but they will be quickly lost, and even the old products will drop rapidly after the same batch of users continue to "wash" new products. Therefore, manufacturers continue to increase R&D personnel and capital investment, and enhance their competitiveness through quality content supplemented by purchase.

Chart: The number of R&D personnel of most head listed companies continues to grow.

Source: Company Announcement, Research Department of CICC.

Note: 1) The sample is taken from Top5 Company with the market value of CITIC (Game) as of November 6, 2020; 2) The R&D personnel in century huatong increased significantly due to the acquisition of Shengqu Games in 2019.

Chart: R&D expenditure of head listed companies continues to grow.

Source: Company Announcement, Research Department of CICC.

Note: 1) The sample is taken from Top5 Company with the market value of CITIC (Game) as of November 6, 2020; 2) century huatong’s R&D expenditure increased significantly due to the acquisition of Shengqu Games in 2019.

The core of buying quantity is to better match CAC<V in the scene of larger traffic, and the difference of buying quantity efficiency reflects the difference of putting capacity. Since 2019, thanks to the continuous improvement and optimization of the advertising platform, the threshold for advertising purchases has continued to decrease. Generally, as long as the distributor accesses the API of the platform, it can upload the delivery materials, select the target population according to the labels, control the delivery time and frequency, and monitor the effect. Therefore, the difficulty of buying quantity in operation is reduced. However, the differences in the learning process and delivery technology of tag precipitation for the target group bring about the differences in delivery efficiency, that is, the differences in CAC; The long-term operation ability of products reflects the difference of LTV.

Chart: traffic operation model: Sanqi Entertainment improves the efficiency of buying and selling through the "quantum" and "secret" systems.

Source: Company Announcement, Research Department of CICC.

A new growth engine: the marketing idea of product-effect synergy brings the accumulation of brand value.

The marketing idea of product-effect synergy brings the accumulation of brand value. Under the trend of increasing the cost of buying, the market’s concern about the long-term effect of buying is also expanding. In the face of fierce market competition, we have noticed that the current purpose of buying games has stopped at the promotion of a single product, and more attention has been paid to the long-term branding of manufacturers. On the one hand, there are more and more manufacturers’ brand logo in the game buying advertisements; On the other hand, the online buying cycle of publishers is lengthened, and offline promotion activities and brand advertisements are also adopted to enhance the long-term influence of brands. For example, recently, we noticed that we are addicted to games, Lilith began to put brand advertisements in elevator media, and Tencent’s "Under the Great Picture" put advertisements in cinema video media in November.

Chart: The original "Blue Moon" game material-no company brand logo

Source: Company website, Research Department of CICC.

Chart: the new version of the naughty game company logo is exposed.

Source: Company website, Research Department of CICC.

The influence of the rise of buying volume on the development trend of game industry: content is king, and channel reform advances in twists and turns

Domestic: content is king, long-term channels may make profits, and the profit margin of game manufacturers integrating research and transportation is expected to increase.

We judge that the change of game distribution channels will continue to have a far-reaching impact on the industrial chain: on the one hand, the advantages of integrating R&D with research and transportation will be extended to the bargaining power facing the channels, which will help improve the profit margin of game manufacturers; In addition, R&D companies began to consciously guide R&D with purchase quantity distribution in R&D, which is helpful to improve the effect of product purchase quantity. On the other hand, the proportion of distribution channels is expected to gradually decline in the long run, and we expect that the vertical channel of content represented by TapTap is expected to develop rapidly.

On the side of game developers, the advantages of integration of research, development and transportation are extended to the bargaining power of channels, and the profit rate is expected to increase.

The quality of R&D is further improved, and the bargaining power of game manufacturers is enhanced, which is expected to help improve the profit margin. As mentioned above, the development of the buying market, the guidance of the policy side and the improvement of players’ requirements have all led to the continuous improvement of the quality of game research and development. We judge that in the future, with the further deepening of the national purchase, high-quality products will gain more market share. Under this trend, the market share of manufacturers integrating R&D and transportation is expected to increase, and the bargaining power in the face of channels will continue to increase. If game manufacturers get a more favorable share ratio in the future, it will help to improve the profit margin of game manufacturers.

The importance of long-term operation of boutique games continues to increase. On the operation side, the long-term operation of boutique games will be more important. Whether it is through the reduction of purchase volume or channel sharing, it has become an important goal of game companies to obtain as many LTV as possible through long-term operation. In terms of operation mode, version updating, buying quantity and brand advertising will be comprehensively used.

On the channel side, in the long run, it is the general trend to reduce the proportion of Android channels, and the long-tailed players in the buying market continue to clear out.

Android channel: game makers and Android channels need each other, and the long-term share is proportional or declining.

Game makers can’t completely give up the Android channel, but its importance has declined. Considering that the Android channel, especially the hardcore alliance, still has a considerable user scale, we judge that the Android channel will remain one of the important channels for game distribution in the future. However, from the trend point of view, its MAU growth rate may continue to decline, and the scale of users of third-party application channels may decline rapidly.

The Android App Store can’t completely reject games, and game products play a pillar role in the revenue of the App Store. According to App
Annie, the top100 games in the world account for 65% of the total mobile game revenue. If more and more head game products can’t choose the Android channel, the Android app store may face the crisis of shrinking revenue, which will force the channel reform. We have observed that at present, some small channels in the industry have actively chosen to provide the official Android package for users to download because they can’t get the head game, giving up the water sharing to maintain the channel brand and users.

In the future, the proportion of Android channels will gradually decline, and it will become a platform for products to reach long-tail users. Due to the realistic pressure, the Android channel may gradually reduce the current share ratio of more than 50%, but this process will be longer. In addition, we noticed that products such as "The Strongest Snail" and Genshin Impact did not choose the Android channel in the early stage, and they chose the Android channel to be put on the shelves a few months after they went online. We believe that this practice of "official website first+buying quantity, then Android channel" can fully tap the value of core word-of-mouth users and play the role of buying quantity in the early stage of product launch, while avoiding Android channel sharing; On the other hand, if the Android channel is launched a few months later, you can use the accumulated popularity of the product to reach the potential long-tail users of the Android channel.

Buying volume market: players continue to clear out, and high-quality products with refined traffic operation become the key. In the case that the national purchase has become a reality, the competition in the future purchase market will continue to be fierce, and the number of participating companies will decrease, but the purchase scale will continue to expand. The competition of buying quantity will fall more on the cooperation of high-quality products and efficient buying quantity, and the refined traffic operation of boutique games will get better results.

Emerging channels: Vertical channels with strong community atmosphere, such as TapTap, will be favored by more manufacturers. We believe that from the business model, TapTap may represent a possible model of future game distribution channels, that is, it does not participate in running water sharing, but only realizes it by advertising, forming a community platform where gamers gather. At present, TapTap is committed to building a bridge between game developers and gamers, and only realizes it in the form of advertisements without participating in the water sharing.

Chart: TapTap advertising space and the data of internal test in 2017.

Source: TapTap, Research Department of CICC.

Note: The average number of single show = the total number of shows/games during the internal test; Average number of downloads for a single item = total number of downloads/number of games during internal testing.

Chart: In the download channels of mobile game product Top10 in 2020, the proportion from vertical channels, such as TapTap, etc.

Source: QuestMobile, Research Department of CICC.

Note: 1) The vertical channel only includes the aggregate proportion of TapTap and 4399 game box; 2) Top10 mobile game products are sorted according to MAU of APP in December App2020.

Scenario Hypothesis: Influencing Factors and Process of the Decline of Domestic Android Channel Streaming Share

Influencing factors of running water sharing negotiation: the balance between relative strength and interests of both sides

Relative strength: the market share of mobile phone hardware manufacturers basically determines the bargaining power of channels, and high-quality products determine the bargaining power of game manufacturers. At present, the influence of third-party game distribution channels is gradually declining. We believe that the core of channel division lies in the toughness of hardware manufacturers (official mobile app stores) represented by hard-core alliances. The root of the official app store’s discourse power lies in the market share of mobile phones. Therefore, if there is an increase in the market share of a certain mobile phone brand, it will master more users, and the increase in relative strength will make the channel tougher; On the contrary, the decline in the market share of mobile phone brands will relatively weaken the bargaining power of channels. In the recent incident between tencent games and Huawei, Huawei’s tough removal reflects the process that Huawei’s bargaining power has increased after its mobile phone market share has increased. From the perspective of game manufacturers, in the past, we have seen that some head products have achieved an ideal share ratio in negotiations with channels, or they have the ability to abandon Android channels in the event of unsuccessful negotiations.

Chart: Changes in the proportion of active devices of various brands of smart terminals in China.

Source: QuestMobile, Research Department of CICC.

Note: Glory brand is counted as Huawei brand in statistics.

Chart: The app store still relies mainly on game applications to generate revenue, and the game revenue accounts for more than 65% of the total revenue of the app store.

Source: SensorTower, Research Department of CICC.

Degree of cooperation: the degree of cooperation of Android channels, especially the attitude of hardcore alliance. As discussed earlier, the hardcore alliance is the maker of the 50% sharing rule of Android channel, and it occupies the vast majority of the Android mobile phone market. Therefore, whether the hardcore alliance is consistent in the future and adheres to the 50% sharing will become the key. At present, it can be seen that some manufacturers have made concessions to some head products.

Substitute products: the substitution effect of buying volume market on channels. The other side of the rise of the buying market is the weakening of the strength of the Android channel. Therefore, if the size of the buying market continues to expand in the future and the needs of game manufacturers to obtain users by buying quantity are further met, it will continue to force the reform of the Android channel.

Case study: the comparison between Xiaomi’s game distribution income and mobile game market income, and the formation of scissors difference in income growth.

We compare the growth rate of Xiaomi game revenue and mobile game market revenue to illustrate the changing process of the strength comparison between channels and game manufacturers. Due to the suspension of the approval of the game version number in 2018, the growth rate of mobile games slowed down, and the revenue of Xiaomi games also showed negative growth in 4Q18. During this period, the relative strength of Android channels and manufacturers did not change significantly. In 2019, the mobile game market gradually recovered after the approval of the version number was restarted. During this period, the buying market began to rise, but the whole people did not buy it. Therefore, after the new 2H19 product was gradually launched, Xiaomi’s game revenue increased rapidly, which was higher than that of the mobile game industry. During this period, the influence of buying volume and game quality on the channel was not obvious. After entering 2020, the fiery game market during the 1Q20 epidemic will drive Xiaomi’s game revenue to increase greatly; However, since 2Q20, the growth rate of Xiaomi’s game revenue has declined, and the mobile game market revenue has continued to grow; By 3Q20, due to the hot buying market, the income growth rate of both parties showed a scissors difference. Under the background of the continuous growth of the mobile game market, Xiaomi’s game income was negatively increased, which reflected the influence of the national buying volume and the strength improvement of game manufacturers.

Chart: Comparison between the growth rate of Xiaomi game revenue and the growth rate of mobile game market revenue.

Source: Game Working Committee of Audio-Digital Association, Company Announcement, Research Department of CICC.

Note: Xiaomi did not disclose quarterly income before 2017, so there is no quarterly income growth data in 2017. Xiaomi game revenue refers to game distribution revenue.

Chart: Excluding the influence of the change of mobile phone market share, the relative proportion of Xiaomi’s game revenue decreased from 2Q20.

Source: Game Working Committee of Audio-Digital Association, Gartner, Company Announcement, Research Department of CICC.

Note: Xiaomi game revenue refers to game distribution revenue. Xiaomi mobile phone market share * The scale of mobile game market reflects the total revenue of the game market from Xiaomi mobile phone. The Xiaomi game revenue/(Xiaomi mobile phone market share * mobile game market scale) reflects the influence of excluding the change of Xiaomi mobile phone market share, and relatively shows the change of the relative revenue share of Xiaomi games.

On February 3rd, 2020, Genshin Impact updated version 1.3 four months after its official release, and launched Xiaomi App Store for the first time, while the share of Genshin Impact and Xiaomi was 7:3. In addition, Xiaomi has provided Genshin Impact with promotional resources, including store opening advertisements, first-screen big pictures, browser advertisement recommendation places, etc. On the first day, Genshin Impact downloaded more than 680,000 times in Xiaomi App Store. We believe that Xiaomi App Store’s concession to the proportion of head games such as Genshin Impact but not the first game shows that the bargaining power of head games continues to increase, and Android channels are highly dependent on head games; In the long run, under the pressure of head game manufacturers and their own performance, the proportion of Android channel app stores is declining.

Chart: Genshin Impact downloaded more than 680,000 times on the first day of Xiaomi App Store.

Source: Liftoff, Research Department of CICC.

Note: download data as of February 3, 2021.

Chart: The proportion of download channels of new online mobile game product Top5 from vertical channels in the past year.

Source: QuestMobile, Research Department of CICC.

Note: 1) The vertical channel only includes the aggregate proportion of TapTap and 4399 game box; 2) In the past year, the online mobile game product Top5 was ranked according to the MAU of APP in December App2020.

Scenario Hypothesis: Decline Process and Sensitivity Measurement of Android Channel Streaming Division

We believe that the decline of Android channel water sharing needs to go through a process. Judging from the current situation, it is basically a single product and channel negotiation one by one, and it is still in a relatively early stage as a whole. Taken together, we expect that this process may be divided into the following four steps:

In the first stage, small and medium-sized channels made concessions to head developers, and the proportion of head products in small and medium-sized channels was reduced. At present, some practices have been seen. At this stage, some games began to abandon the Android channel and rely entirely on buying.

In the second stage, the proportion of key products of head developers in the head Android channel decreased, and the proportion of all products of head manufacturers and key products of small and medium-sized manufacturers in the small and medium-sized channels decreased. At this stage, some games got concessions from the head channel. For example, Genshin Impact recently made a breakthrough in Xiaomi App Store, but the process was repeated and different games were different.

In the third stage, the key products of head manufacturers made a breakthrough in an all-round way. At this stage, the products of head manufacturers and key products of medium manufacturers may get a higher share; However, the non-key products of medium-sized manufacturers and small manufacturers will basically maintain their original share. In addition, there may be a step-by-step sharing mode during this period, that is, the proportion of channel sharing is high in the initial stage of product launch, but it gradually decreases in the later stage.

Finally, the proportion of the whole industry is reduced to become the standard. In this process, we expect that in the initial stage, individual manufacturers need to negotiate with different channels on individual products one by one, but in the end, a lower share ratio will become the industry practice.

Chart: Android channel is divided into proportional change stages.

Source: Research Department of CICC.

Measurement of income sensitivity of R&D and transportation integrated manufacturers after channel sharing changes. We take the distributable total flow of 100 yuan (after deducting channel fees, withholding taxes and fees, etc.) as an example to illustrate the influence of the change of channel sharing on the income of game manufacturers. Under the current situation that the Android channel is divided into 50%, game manufacturers can get 50 yuan income before deducting the purchase cost, but if the purchase cost is considered, the income will be lower. We calculate the revenue of game makers after deducting channel share and purchase cost when the proportion of channel share and purchase cost changes. In a neutral situation, if the share of Android channels is reduced to 30% and the purchase cost is 20%, the R&D and transportation integrated manufacturer can still get the income of 50 yuan. In addition, we believe that after the proportion of channel sharing decreases, game makers can bear a higher level of purchase expenses while getting a higher share, thus gaining more users and further improving the flowing ceiling.

Chart: Revenue calculation of game manufacturers under different proportions of Android channels (assuming that the total distributable water is 100 yuan after deducting channel fees, taxes, etc.)

Source: Research Department of CICC.

Note: The proportion of this punishment is the proportion of game combined transport after deducting channel fees, withholding taxes and fees; The income after deducting channel share and purchase cost by game makers reflects the influence of the change of channel share and purchase cost ratio.

Overseas: The debate between channels and R&D companies is far from over, and the content is that the trend continues.

On the issue of market share, we have counted the share of major game distribution channels in the world, and found that the share of overseas game channels is basically below 30%. At the same time, at present, channels and developers are still fighting each other, and Epic is still fighting with Apple to reduce the commission rate by 30%. We judge that the global debate between channels and R&D providers on sharing is far from over.

Chart: Share/commission ratio of major game distribution channels in the world

Source: TapTap, Bilibili, Easy to swim and quick to explode, App Bao, 360 Mobile Assistant, Jiuyou, Xiaomi App Store, Huawei App Market, Game official website, ANALYSIS.
GROUP, research department of CICC

Note: 1) There are different proportions of channel fees, channel fees and withholding taxes in some stores on the Android side (for example, the channel fees of Huawei’s application market are 3%), and this proportion is divided based on the income after deducting the above fees; 2) The commission rate with "*" as the third party source is not directly disclosed by the market; 3) The above data is as of December 2020.

From the trend of overseas markets, the content is that Wanghui will continue, and we are optimistic about the pulling effect of content on the platform. High-quality content can not only bring rich benefits to developers, but also be an important escort cornerstone of the distribution platform. For example, Night of the Fortress has driven the user scale of Epic App Store, and high-quality console games such as Animal Friends Club have driven the sales of Switch. We believe that the trend that content is king is expected to continue, and the pulling effect of high-quality content on the platform will be more significant.

Chart: fortress night and the evolution of Epic game store user scale

Source: Epic Games, GamesBeat, Statista, research department of CICC.

Chart: High-quality products such as Animal Forest Friends Association drive Switch sales.

Source: Company Announcement, Research Department of CICC.

(Editor: Yujing)

A few days ago, Zhidian learned that the price of the brand’s models has been adjusted, and the price of all its models has been raised by $1,000. After adjustment, the price of entry-level models is $44,900 (about 330,000 RMB), the price of dual-motor long-endurance models is $49,990 (about 370,000 RMB), and the price of Performance models is $53,490 (about 390,000 RMB). And, and the price of the model remain unchanged.

In the domestic market, the price of Model Y has also been slightly adjusted, and all models have ushered in a slight increase. The market price of 2024 rear-drive models is 263,900 yuan, up 5,000 yuan compared with 258,900 yuan at the end of March; The price of the long-life all-wheel drive model was raised from 299,900 yuan to 304,900 yuan; The Performance high-performance model has also been adjusted from 363,900 yuan to 368,900 yuan.

It is worth mentioning that after the price of Tesla Model Y has been slightly raised, its model configuration has not been adjusted yet, which also means that the new car has only been raised in price, but there has been no change in configuration. According to Tesla’s update in the fourth quarter and fiscal year of 2023, more than 1.2 million Model Y models were delivered in 2023, making it a best-selling model in the world.

Every edited | Li Zhuo　　　　

Every reporter Li Zhuo, every editor Zeng Jianhui

This year’s "double 11" war has entered the final countdown. Ali, JD.COM and other e-commerce platforms have tried their best to win over merchants and consumers. At the same time, the offline logistics corps is gearing up and becoming an indispensable chip to attract merchants and consumers.

According to many interviews conducted by national business daily, as early as two months ago, the competition in the field of e-commerce logistics has been fully launched. Ali and JD.COM not only "show off their muscles" in succession, but also show off their own iterative and upgraded robot warehouses, and at the same time, start a battle of subsidies of hundreds of millions of yuan for businesses. Recently, as the "double 11" entered the final countdown, major logistics legions successively exposed their respective strategic deployment: fighting for network, fighting for efficiency, fighting for speed and fighting for service &hellip; &hellip; As a key link to undertake the retail reform, the logistics war has been imminent.

The industry has reached a consensus that under the background of retail reform and consumption upgrading, not only consumers pay more attention to logistics experience, but also whether retail platforms can provide forward and reverse integrated supply chain solutions from warehouse to distribution, even including customer service and after-sales, which has increasingly become the key to attract merchants to settle in and fight for "double 11". Logistics has become the strongest moat outside the online marketing of the giants.

According to the preliminary estimate of the State Post Bureau, during the "double 11" period in 2017 (November 11-16), the postal industry will handle more than 1.5 billion pieces of mail and express mail, an increase of 35% over the same period last year; The maximum daily handling capacity may reach 340 million pieces, which is three times of the daily handling capacity, and the average daily handling capacity is 250 million pieces, which is 2.2 times of the daily handling capacity.

It is precisely because of this enormous pressure on parcel delivery that no logistics enterprise can bear it alone, nor can it be digested by mere crowd tactics. Therefore, the "double 11" War mobilized almost all domestic logistics and social resources, and formed a "logistics sky group" in China that integrates automation, intelligence, informationization and unmanned, which is the best in the world.

Among them, the express delivery companies of Tongda Department (Shentong, Yuantong, Zhongtong and Yunda) with huge franchise networks and Ali Baishi Express are responsible for Ali double 11’s largest share of parcel delivery. Ali’s smart logistics rookie network mainly empowers partners from big data, intelligent warehousing and other aspects, and cooperates with more than 3 million express delivery personnel in the whole industry. The resources such as trunk vehicles and air charter flights will increase by 30%.

JD.COM mainly relies on the logistics corps that has been built for 10 years. At present, JD.COM has six logistics networks, including small and medium-sized pieces, large pieces, cold chain, B2B, cross-border and crowdsourcing (Dada). The combat effectiveness of this regiment has been tested in the "JD.COM 618", which broke through 100 billion transactions for the first time this year. It is worth mentioning that this year is the first "double 11" formally established by Jingdong Logistics Group and fully opened to the outside world. This means that Jingdong Logistics will not only support the massive orders of JD.COM Mall, but also meet the warehousing and distribution needs of socialized businesses.

In addition, double 11’s "Logistics Sky Group" also includes real-time logistics platforms such as Dianwoda and Dada, as well as tens of thousands of offline express delivery agencies. They cooperate with Ali and JD.COM respectively as an effective supplement to terminal distribution and collectively fight against "double 11".

In addition to the collective battle of China’s "logistics group", one of the biggest highlights of this year’s "double 11" logistics war between Ali and JD.COM also includes the start of the subsidy war in the field of smart warehousing.

Cainiao Network announced that this year, "double 11" will invest 1.5 billion yuan to subsidize merchants and logistics partners in the field of intelligent warehouse allocation, and encourage the distribution of goods in places closest to consumers to provide better services to consumers.

Jingdong Logistics will increase the subsidy from the original 600 million yuan to 2.1 billion yuan, which will be used to provide discounts and full reductions in warehousing and distribution for JD.COM platform merchants and socialized merchants before the "double 11".

Yang Daqing, a special researcher of China Logistics Society, accepted an interview with national business daily, saying that warehousing service links shippers’ businesses and logistics consumption, which is the midfield engine of supply chain service operation. Intelligent warehousing is a high ground for competition in the era of digital supply chain. The subsidy war is a strategy to win big customers. No matter the rookie network or the open Jingdong Logistics, it is necessary to transform into a big data-driven supply chain service provider, or to establish deep and sticky cooperation with high-quality customers on supply chain services.

However, in terms of market positioning, as an open logistics platform, Cainiao Network is connected with Taobao and Tmall, which serve a large number of small and medium-sized enterprises+brand businesses. Cainiao Network is not directly involved in logistics distribution services, and its supply chain services tend to be driven by big data under the super supply chain closed loop composed of "Tmall business flow platform+ant capital flow platform+Cainiao logistics platform" to promote the cluster upgrade of logistics enterprises, so as to improve the overall supply chain service capacity, and the service is of great value.

Jingdong Logistics is more inclined to serve brands and big shippers, JD.COM Mall directly purchases goods, Jingdong Logistics directly participates in warehouse allocation, and Jingdong Finance is involved in supply chain finance. This highly vertically integrated supply chain service is more asset-oriented, but it also pursues the whole process of service brand supply chain, and the ultimate value of service monomer is stronger.

"For merchants, providing more accurate marketing and more efficient warehouse allocation is what they need. Through accurate consumption forecasting under big data and logistics-first service capabilities, we can win more consumers with better experience." Yang Daqing believes.

Iqiyi’s online variety show "debut! Dunhuang, composed of young actors and bloggers, leads the audience into the real historical and cultural field and tells the long-standing historical story of Dunhuang in a youthful voice, which makes the long-standing cultural heritage vivid, amiable and respectable, successfully narrows the distance between young audiences and traditional culture, and also provides new creative ideas for the popular spread of excellent traditional culture.

Author: Cui Yifei

SETTING: Supervision Center of State Administration of Radio and Television

In 2019, General Secretary of the Supreme Leader mentioned in his speech at the Dunhuang Research Institute that "Dunhuang culture shows the cultural self-confidence of the Chinese nation" and "tell the story of Dunhuang well and spread the voice of China". Recently, the cultural network variety show "debut" broadcast on the line of iQiyi! Dunhuang is such a program that tells the story of Dunhuang to the audience at home and abroad and spreads the excellent traditional Chinese culture. It shows the audience the splendid historical and cultural heritage of the local area from manners, customs, costumes, music and other aspects.

The program skillfully uses the combination of documentary images and reality shows to spread interesting historical knowledge and present a variety of cultural landscapes with a young voice and entertaining expression, which is helpful to stimulate young audiences’ sense of identity with excellent traditional culture and root cultural self-confidence in their hearts.

After the broadcast of the program, it aroused widespread concern and recognition from netizens. As of now,# Here we go! Dunhuang # # staged the Dunhuang Desert Concert #Weibo and other related topics have been read more than 800 million times, and Douban scored 8.0 points. The program was also spread overseas through overseas audio-visual platforms such as iQiyi International Edition and YouTube, and was praised by many overseas audiences.

Show Dunhuang’s colorful history and culture with heart and affection

Visiting cultural relics and historical sites, inviting experts to explain, and inserting interesting popular science animation, as a variety show, "debut! Dunhuang gives consideration to both entertainment and academic rigor, and presents a colorful cultural feast for the audience. The program displays the historical and cultural beauty of Dunhuang from ten aspects, such as manners and customs, costumes, music, dance and entertainment. Although there is no lack of entertainment-oriented gags in the reality show, the traditional culture of the show is not a mere formality, and the digital images cited are informative and authoritative. The experts invited are all first-line Dunhuang scholars, and each episode is full of knowledge points.

For the purpose of cultural relics protection, the program was not shot directly in the cave, but was replaced by digital scanning data, and animation special effects were used to try to restore the gorgeous colors of the murals thousands of years ago and reproduce the life scenes of the characters in the paintings. These not only open a window for ordinary audiences to understand Dunhuang, but also convey the creator’s deep respect and tenderness for history.

For example, the sixth program introduced the wedding customs of Dunhuang in the Tang Dynasty in detail, not only popularized the ancient etiquette such as "taking a feast", "tying a knot" and "marrying a husband" to the audience with digital images of murals and two-dimensional animation of paper-cutting style, but also completely restored a grand Dunhuang wedding in the Tang Dynasty by guests in the form of plot deduction. The wedding finely restored the makeup of ancient costumes, and held such links as "paying homage to the church", "laying geese across the saddle" and "getting married in the same prison" with relevant subtitles.

Actors’ lines are all from the records of a wedding in the historical data "Dunhuang Collection of Changes". Among them, the singing and rhetoric of bridesmaids and groomsmen are elegant and humorous, with a hint of politeness, which creates a strong sense of ceremony and an open and inclusive cultural atmosphere, presenting a rigorous and vivid folk drama in the Tang Dynasty. These elaborate designs not only show the profound cultural accumulation of Dunhuang, but also reflect the creator’s hard work.

At the same time, the program is not limited to the display of traditional culture, but also pays attention to its modern transformation and practical significance. For example, the third program specially came to Dunhuang Middle School to shoot the original Dunhuang dance version of inter-class exercises, which showed the shocking scene of its uniformity and beautiful posture, and also showed the vivid examples of traditional culture inheritance in the contemporary era. For another example, after restoring a solemn Dunhuang wedding in the Tang Dynasty, the sixth program conveyed the enlightenment of ancient weddings to modern people with the mouth of guests: "The sense of ritual is to emphasize the importance of marriage to one’s life" and "Cherish emotions and respect life to be endless", which is memorable.

Young expression injects youthful vitality into the popularization of history and culture.

It is similar to the TV variety of cultural experience that has been popular in recent years, such as "The New Forbidden City" and "Meeting the Temple of Heaven". Dunhuang also allows guests to come to the real historical and cultural field, lead the audience to understand the traditional culture through the live experience reality show, and give the audience a strong sense of substitution with their live reaction. The difference is that "debut! The expression of Dunhuang is more youthful. Except Wang Han, the leader, the other three main guests are young actors or bloggers born after 1995. Their curiosity and shock when they meet with cultural relics and historical sites can arouse the resonance of the audience born after 1995 and 00. Among them, the participation of Li Haoyuan, a online celebrity history blogger who graduated from the National People’s Congress, broke the stereotype of the guests who were completely ignorant of historical knowledge, and his knowledgeable performance enhanced the cultural content of the reality show, and also set up a highly educated and "educated" youth "idol" for the young audience.

Not only that, the variety elements such as animation special effects and flower characters are organically integrated with history and culture in the program, which also injects youthful vitality into the popular spread of excellent traditional culture. The use of animation special effects makes the still figures on the murals "move", which not only restores the movements of the people in the paintings, such as dancing, playing pipa and beating cymbals, but also simulates the original patterns and colors of their costumes, which makes the murals that were originally difficult to distinguish instantly vivid and more likely to stimulate young audiences’ interest in traditional culture.

The use of flower characters also makes the program more in line with the aesthetic taste of young people. For example, the pictures drawn by imitating Dunhuang costume patterns for guests are accompanied by online catchwords such as "0% similarity", and the domestic geese that have been "requisitioned" as wedding gifts are accompanied by anthropomorphic subtitles such as "aggressive", which makes the voice of the program more humorous and effectively narrows the distance between the audience and traditional culture.

In addition, after the program was broadcast on overseas video platforms such as iQiyi Taiwan Province Station, iQiyi International Edition and YouTube, it was also recognized by overseas audiences and became an excellent case of international communication of China traditional culture. Some YouTube users commented: "Always finished watching. It’s a great show! Love the editing of this show and scenes of Dunhuang. (After reading it, it was wonderful! I like the editing of the program and the scenery of Dunhuang. ）”“Great show! Love scenes and culture of Dunhuang. Looking forward to EP2. (Wonderful program! I like the scenery and culture of Dunhuang. Looking forward to the second season. ）”

"debut! Dunhuang is a cultural variety show for the public and an excellent program for the younger generation. With the youthful voice that the post-90s generation loved, it showed the young audience the colorful features and timeless charm of Dunhuang culture. It was a traditional cultural gift for young people and also provided a new idea for the popularization of excellent traditional culture.

Editor | Bao Nan Yuan Xindi Ning Yahong

　　On August 24th, the Japanese government unilaterally forced the Fukushima nuclear polluted water to be discharged into the sea. This extremely irresponsible move triggered strong opposition from the international community.

　　Japan launches Fukushima nuclear polluted water discharge into the sea.

　　But amid the opposition, there is a "debris flow" that is out of place.The authorities in Democratic Progressive Party, Taiwan Province not only don’t object to the Japanese government’s discharge of nuclear polluted water, but also take the initiative to "whitewash" the aquatic products imported from Japan, claiming that "there is no risk, so it will not be banned for the time being".Be ridiculed as a stage "&lsquo; Help &rsquo; On the 26th, Xie Changting, the representative of Japan, even made a strange remark on social media, saying that "trace radioactive elements are beneficial to the body", which is really "&lsquo; Help &rsquo; Day "has no bottom line.

　　Previously, the Democratic Progressive Party authorities had "whitewashed" Japanese Fukushima food with doubts about radioactive material residues, called "nuclear food" a "blessing food", and opened the import of "nuclear food" regardless of public opposition. This time, as always, I am groveling in front of Japan.

　　In fact, from the American "Lai pig", the Canadian "mad cow" to the Japanese "nuclear food", the Democratic Progressive Party authorities have become habitual offenders in importing problem foods.

　　Today, Master Tan will talk to you about the Democratic Progressive Party authorities’ trading people’s food safety.

It’s impossible to prevent!

The people’s dining table on the island has fallen.

　　"To carefully identify the origin mark, buy pork depends on whether it is the United States &lsquo; Lai pig &rsquo; Buying beef depends on whether it is &lsquo; Add cattle &rsquo; Buying aquatic products depends on whether it is Japanese or not, beware of disaster! "

　　This is the spit of an island friend of Tan Zhu. He said that when buying food in Taiwan Province, we should pay special attention to the place of origin."The Democratic Progressive Party authorities have poisoned the dining tables of Taiwan Province people badly in recent years!"

　　A store in TaipeiHanging "Taiwan Province Pig"Sign to attract customers

　　Master Tan’s search found that this island friend’s worry was by no means a mountain out of a molehill.

　　In addition to Japan’s "nuclear food", which has once again become the focus of discussion on food safety on the island because of Japan’s nuclear sewage discharge, just two months ago, Taiwan’s administrative agencies also decided to open the import of Canadian full-age beef with concerns about mad cow disease. Canada has been repeatedly upgraded by the World Organization for Animal Health (WOAH) for mad cow disease.

　　Experts studying food safety on the island told Tan Zhu that the incubation period of BSE is as long as several years and the mortality rate of infected people is extremely high. Therefore, Taiwan Province’s "Food Hygiene Management Law" clearly stipulates that beef imports should be banned in the territories where BSE occurs within 10 years.Canada, which was just exposed to mad cow cases at the end of 2021, has obviously not passed the "risk period".

　　There are also media reports on the island that before confirming the import of "plus cattle", Taiwan Province Food and Drug Administration went to Canada for on-the-spot inspection, but did not check the slaughterhouses mainly for cattle over 30 months old (generally, cattle with mad cow disease are about 39 months old).Simply ignore the key points and go through the motions, and regard food safety as a child’s play.

　　This year, the Democratic Progressive Party authorities also opened up the import of Japanese cooked pork. However, some media on the island disclosed that there have been several cases of swine fever in Japan in recent years, which spread to more than 10 counties. In 2020, it lost the qualification of "swine fever clearing country" recognized by the World Organization for Animal Health (WOAH).Japanese pork can’t be sold to European and American markets at all, and only Taiwan Province is the "take-over man".

　　Also imported by Democratic Progressive Party authorities are American pork containing ractopamine, Japanese "nuclear food" mentioned above, and even Japanese imported strawberries found to contain banned pesticides.Democratic Progressive Party authorities can relax the standards of pesticide detection specifically for them, opening the door for Japanese "poisonous" strawberries.

　　No wonder Tan Zhu’s friends on the island are so uneasy about imported food.

　　Japanese imported strawberries containing banned pesticides were detected on the island.

Eat by the head!

Democratic Progressive Party authorities harbor evil intentions.

　　In order to safeguard the safety of the dining table, in recent years, people on the island frequently took to the streets to express their demands.

　　At the end of 2020, dozens of groups in Taiwan Province held the largest "Autumn Fight" parade in history, shouting "Anti &lsquo; Lai pig &rsquo; "Take care of food safety", many parents took part in the demonstration with their children and asked the Democratic Progressive Party authorities: Have you ever cared about the health of the next generation?

　　People on the island marched against the import of American "Lai pig"

　　There are also non-governmental organizations that published a love letter saying, "The Democratic Progressive Party authorities are willing to be obedient and open to the American people &lsquo; Lai pig &rsquo; Imports seriously endanger people’s health. ""People don’t want to be victims of politics, and the most humble hope is health. "

　　Similarly, as early as "anti &lsquo; Nuclear food &rsquo; In the referendum, the people on the island rejected Japan’s "nuclear food" imports with 7.79 million votes. After Japan forcibly discharged nuclear polluted water into the sea, the anti-Japanese "nuclear food" public opinion on the island once again reached the boiling point. Some netizens on the island left a message asking the Democratic Progressive Party authorities, "How much do you sell for the health of Taiwan Province people?" "Is the life of Taiwan Province people worthless?"

　　People on the island oppose Japan’s "nuclear food"

　　Regrettably, the Democratic Progressive Party authorities have always been perfunctory about the questions and protests of the people on the island, and have drawn all kinds of "big cakes" that have not yet been realized and cannot be realized.

　　Tan Zhu noticed that when the import of Lai Pig was opened, Tsai Ing-Wen declared that the decision could effectively promote "Taiwan-US relations" and help promote the "bilateral trade agreement" between Taiwan and the United States.

　　On the issue of "adding cattle", Mason Lee, deputy director of Taiwan’s foreign affairs department, also publicly stated that Canada will be the chairman of the Executive Committee of the Comprehensive and Progressive Trans-Pacific Partnership Agreement (CPTPP) next year, and opening up the import of Canadian full-age beef will have a positive effect on Taiwan Province’s accession to CPTPP.

　　After opening the "nuclear food" to the island, Tsai Ing-wen and Su Zhenchang frequently talked, suggesting that Taiwan Province’s move to open the Japanese "nuclear food" was "right", which would help strengthen the "Taiwan-Japan relationship" and facilitate Taiwan Province’s entry into CPTPP.

　　Produced by netizens on the island

　　Experts studying food safety on the island told Tan Zhu,The Democratic Progressive Party authorities’ wide-open door and "taking over" the problem food everywhere regard selling the health and well-being of Taiwan Province people as a "stepping stone" to expand the "international space". In the final analysis, it is for their political self-interest. These shameless politicians have sharpened their heads and want to join CPTPP, hoping to reach a so-called "value alliance" and "interest alliance" with "foreign masters" such as the United States and Japan, and create the illusion of "support from the international community" in order to defraud votes on the island.

　　However, Mr. Tan must remind the Democratic Progressive Party authorities that Taiwan Province, as a part of China, must take the one-China principle as the premise to join any international organizations and participate in any international activities.The Democratic Progressive Party authorities’ flattery of foreign countries to sell Taiwan has only resulted in "lip service", and what is more, the "foreign masters" have made more and more unscrupulous demands on Taiwan Province.

　　The "poisonous food" of the people on the island is doomed to be "free food". The Democratic Progressive Party authorities have ignored the health and well-being of the people on the island, and they have no bottom line to flatter foreign countries and harm Taiwan. They are also doomed to blame and be spurned.

　　The "Reform Plan for the Salary System of the Heads of Central Management Enterprises" was implemented in 72 key central enterprises this year. According to statistics, among the 48 central enterprises that have published annual reports recently, there are 18 listed companies with general managers and presidents as samples, and their salaries have decreased year-on-year, and 4 have increased by over 100% year-on-year. The average salary of general managers of 48 listed companies rose from 970,000 yuan in 2014 to 1.07 million yuan in 2015.

　　It has been controversial for leaders of central enterprises to get super-high salaries like executives of foreign companies and private enterprises. Recently, listed companies have released annual reports one after another, and the salary of senior executives of central enterprises has become a hot spot in the market. Since January 1, 2015, the Reform Plan of the Salary System for the Heads of Central Management Enterprises has been implemented in 72 key central enterprises. At the beginning of the reform, the vice minister of the Ministry of Human Resources and Social Security said that after the reform, the salary level of the heads of most central management enterprises will decline, and some will fall by a larger margin. Then, judging from the published financial report, has the salary reform of central enterprises achieved the expected results over the past year or so? What problems are reflected in the change of executive compensation in central enterprises?

　　The average annual salary of general managers of 48 central enterprises exceeds one million.

　　According to media statistics, among the 48 central enterprises that have published annual reports under the supervision of the State Council State-owned Assets Supervision and Administration Commission, with the general manager and president as samples, there are 18 listed companies whose salaries have decreased year-on-year, and 4 have increased by over 100% year-on-year. The average salary of general managers of 48 listed companies rose from 970,000 yuan in 2014 to 1.07 million yuan in 2015.

　　Judging from the ups and downs, the biggest decline is Guodian Nanzi. In 2014, the annual salary of Huang Yuanhong, general manager of Guodian Nanzi, was 518,000 yuan. In June 2015, Huang Yuanhong, general manager of Guodian Nanzi, resigned. Since then, Guodian Nanzi has welcomed a new general manager, Ying Guangwei. According to the annual report, its annual salary in 2015 was 164,000 yuan, which was 68.34% lower than that of its predecessor. The biggest increase is Zhenhua Heavy Industry. In 2015, the annual salary of Huang Qingfeng, president of Zhenhua Heavy Industry, was 894,000 yuan, while in 2014, the salary of former president Lu Jianzhong was only 205,300 yuan.

　　In terms of absolute salary, the highest salary is CIMC. In 2015, the salary of Mai Boliang, president of CIMC, was as high as 6.373 million yuan, ranking first among the top executives of major central enterprises. Compared with the salary of 9.98 million yuan in 2012, it has declined, but it has been the top three in the A-share salary list in the past three years. Whether it is the former general manager or the current general manager, the annual salary of the senior executives of Yunnan Copper, a subsidiary of Chinalco, is extremely low among listed companies. The current general manager Gao Guichao’s annual salary in 2015 is 60,000 yuan, and his predecessor Shen Nanshan’s annual salary in 2014 is 157,500 yuan. Some netizens even ridiculed that this income is not as good as a courier.

　　The salary of petrochemical executives is "halved"

　　According to the salary reform plan implemented in early 2015, the salary of the heads of central enterprises will be composed of two parts: past basic annual salary and performance annual salary, and adjusted to three parts: basic annual salary, performance annual salary and term incentive income. The salary of central enterprises is differentiated and officially bid farewell to the "big pot rice". Then, judging from the published annual report, does the change of executive compensation of central enterprises conform to the spirit of reform?

　　Taking Sinopec Shuangxiong as an example, according to the 2015 annual report, the salary of Sinopec President Li Chunguang decreased from 972,900 yuan in 2014 to 525,000 yuan in 2015, a decrease of 46%; The salary of Wang Dongjin, president of PetroChina, decreased from 1.137 million yuan to 734,000 yuan, a decrease of 35.44%. In 2015, when international oil prices fell precipitously, Sinopec’s net profit decreased by 11.4% year-on-year to 43.3 billion yuan. The net profit of PetroChina fell by nearly 70% year-on-year, only 35.6 billion yuan, which was lower than the 100 billion yuan mark for the first time in ten years.

　　Presidents of five major banks bid farewell to millions of salaries.

　　Another obvious change in executive compensation is banks. Recently, the annual reports of five state-owned banks that have established diplomatic relations between workers, peasants and China have been disclosed one after another, and the rise and fall of bank employees’ compensation has also surfaced. Different from the substantial increase in the salary of commercial executives, the overall salary of bank executives declined in 2015, and it has completely bid farewell to the million-dollar salary.

　　The Beijing Youth Daily reporter noted that in the disclosure of the annual reports of the five major state-owned banks, it was all stated that "according to the relevant regulations of the state, from January 1, 2015, the remuneration of the chairman, president, supervisor and other deputy heads of the Bank was implemented in accordance with the Interim Measures for the Administration of Remuneration of Heads of Central Financial Enterprises, and the Bank has paid salaries accordingly".

　　According to the 2015 annual report, the net profit attributable to the parent company of the five major banks exceeded 920 billion yuan, equivalent to earning 2.5 billion yuan every day. Although the profit scale was "the legendary swordsman", the net profit fell into a "turtle speed" growth. According to the annual report of the five state-owned commercial banks that established diplomatic relations between workers, peasants and China, their net profit increased by 0.5%, 0.7%, 0.74%, 0.28% and 1.5% respectively in 2015. After years of double-digit high-speed growth, the growth rate is the slowest in the last decade, and banks have bid farewell to the era of "lying down to make money".

　　The annual salary of the presidents of the five major state-owned banks in 2015 can almost be called "waist cutting". Among them, Yi Huiman, President of Industrial and Commercial Bank of China, paid 546,800 yuan in 2015, compared with 1,089,000 yuan in the previous year, a decrease of 49.79%; Chen Siqing, President of China Bank, paid 613,300 yuan in 2015, down 43.38% from 1,083,200 yuan in the previous year; Wang Zuji, President of China Construction Bank, paid RMB364,600 in 2015, a significant decrease of 67.79% compared with the previous year (President Zhang Jianguo paid RMB1,132,000 in the previous year); Peng Chun, President of Bank of Communications, paid 525,700 yuan in 2015, down 47.83% from 1,007,600 yuan in the previous year. Zhang Yun, the president of the Agricultural Bank of China, was punished for violating discipline, but no statistics were made. The pre-tax salary of Cai Hua Xiang and Lou Wenlong, the vice presidents of the Agricultural Bank of China, was 977,400 yuan in 2014, and it was 522,100 yuan in 2015, a decrease of 46.58%.

　　Text/reporter Zhu Kaiyun

　　related news

　　The income of employees of listed banks remains unchanged as a whole.

　　At present, 10 listed banks have published their 2015 annual reports. According to the data of the annual report, in the past year, due to the salary limit of central enterprises and the decline in profits, the salaries of senior executives such as chairmen and presidents of banks have shrunk significantly, and some have even been cut by half, but the per capita income of employees is basically the same as that of the previous year, with little increase and decrease, and the performance is stable.

　　According to the calculation results of professional institutions, except for China Merchants Bank, China CITIC Bank and Bank of Communications, the per capita salary of other banks is within 4% year-on-year, which is basically the same. The per capita salary of joint-stock banks is mostly between 300,000 and 400,000 yuan, while that of the top five state-owned banks is between 200,000 and 300,000 yuan, and the joint-stock banks beat the state-owned banks completely.

　　Specifically, Ping An Bank has the highest per capita salary of 418,100 yuan, an increase of 3.31% over 2014; The second place is Minsheng Bank, with 404,000 yuan, an increase of 3.22% over 2014; Everbright Bank ranked third with 359,700 yuan, a decrease of 2.34% over the previous year.

　　The per capita salary of the five major state-owned banks is still significantly lower than that of the joint-stock banks, among which the highest bank of communications is 274,700 yuan, up by 7.73% year-on-year, which is 183,400 yuan less than that of China Merchants Bank, which is the least among the joint-stock banks. Followed by China Bank, 259,800 yuan, an increase of 2.36% over the previous year; The third place is CCB, with 247,000 yuan, a year-on-year decrease of 0.56%; ICBC ranked fourth with 245,900 yuan, a year-on-year decrease of 0.77%; The last one was Agricultural Bank of China, which was 221,500 yuan, a year-on-year decrease of 3.40%.

　　It is worth noting that the total wages and benefits of China Merchants Bank and CITIC Co., Ltd. have fallen sharply, with a decrease of 15.32% and 19.96% respectively. However, according to industry analysts, the main reason for the sharp decline is the delayed payment of performance pay, which does not mean that China Merchants Bank and China CITIC Bank are significantly reducing their salaries.

　　China Merchants Bank issued a document in April last year, which will implement a deferred payment risk premium system in domestic branches, that is, a certain proportion of the performance pay of employees in risk-related positions will be withdrawn, and the amount will be paid year by year according to the risk release of the project, with a withdrawal ratio of 10%, covering ordinary employees in markets, compliance and operations. The direct consequence of this mechanism is that the income of bank employees decreased in that year.

　　Of the 16 A-share listed banks, 10 have published their annual reports, including five state-owned banks that have established diplomatic relations between workers and peasants, and five joint-stock commercial banks, namely China Merchants Bank, Minsheng Bank, CITIC Bank, China Everbright Bank and Ping An Bank.

　　Text/Beijing Youth Daily reporter Cheng Wei

　　Xinhua News Agency, Beijing, August 30th-The Ministry of Water Resources issued a circular on the 30th, predicting that autumn rains in West China are obvious in the near future and autumn, and autumn floods may occur in Jialing River, Minjiang River, Tuojiang River, Hanjiang River and Weihe River in the Yangtze River basin.

　　At the same time, the circular shows that regional storms and floods may occur in coastal areas of South China, and autumn droughts may occur in central Jiangnan and eastern South China. Flood and drought disaster prevention is facing severe challenges.

　　Li Guoying, deputy commander of the National Defense General and Minister of Water Resources, presided over a meeting on the same day to analyze and judge the current and autumn flood and drought situation and arrange key work for flood and drought disaster prevention.

　　Li Guoying demanded that we should do a good job in autumn flood prevention in key river basins, and conduct research and analysis on reservoir by reservoir. While scientifically intercepting floods and ensuring flood control safety, we should seize the favorable opportunity at the end of flood season to reserve water resources and create conditions for ensuring the safety of urban and rural water supply in autumn and winter this year and even next spring.

　　At the same time, Li Guoying stressed that it is necessary to do a good job in drought prevention in the Pearl River and Hanjiang River basins in advance, effectively carry out the storage and dispatching of key reservoirs in the upper reaches of the Xijiang River, especially the Datengxia Hub in the main stream of the Xijiang River, and provide water resources guarantee for ensuring the water supply safety in cities such as Macao and Zhuhai.

Xinhua News Agency, Guangzhou, August 11th (Reporter Xiao Sisi) The Guangdong Provincial Health and Wellness Commission issued a health reminder on the prevention and control of dengue fever. At present, Guangdong has entered the local epidemic season of dengue fever, and the imported cases of overseas infection and local cases are gradually increasing. The Guangdong Provincial Health and Wellness Commission reminded that dengue fever spreads rapidly, and there is no specific treatment drug. Severe cases can cause severe bleeding, shock and even death. Dengue fever can be prevented and controlled, and the key lies in prevention.

According to the relevant person in charge of the Guangdong Provincial Health and Wellness Committee, dengue fever in Guangdong Province is mainly transmitted through the bite of Aedes albopictus (Aedes albopictus), eliminating mosquito breeding sites (indoor and external water accumulation in various homes and workplaces), killing adult mosquitoes and preventing mosquito bites by individuals are key measures for dengue prevention and control.

In addition, travel to prevent mosquitoes and keep up with the awareness of disease prevention. Travellers who are going to areas with dengue fever should take mosquito prevention measures, such as wearing light-colored long-sleeved underwear and using mosquito repellent containing deet. If you have fever, skin flushing, muscle and bone pain and other symptoms within 15 days after traveling in dengue endemic areas, you should seek medical treatment as soon as possible, and explain the travel history and health status of your colleagues to your doctor. Patients who have been diagnosed with dengue fever in medical institutions should actively cooperate with the hospital to do isolation treatment and actively prevent the occurrence of serious diseases.