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wangsejabin · 4 months

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Chapter 126

Pan'er concluded that every time the palace held a palace banquet it always consisted of the same three things. Sitting around for hours, observing the titled women's greetings, and attending the feasts.

As for how it was for the men, Pan'er had no idea, but she hoped that the morning would be over soon, and that she would be able to relax after finishing her duties. In the afternoon she took the opportunity to go back to the palace to rest, and when she asked about it, she learnt that Emperor Jianping's side was not yet finished, so Pan'er went to sleep by herself.

After sleeping for less than an hour, woke up, hurriedly combed her hair and dressed to go to the Ning Shou Palace, and heard people say that the frontier sent a report of victory, His Majesty was naturally in high spirits. Ning Shou Palace was adjacent to the Chang Yin Pavilion, Chang Yin Pavilion is one of the largest theatres in the Forbidden City.

At the palace banquet, it was permitted to listen to the theatre, but naturally only the women who were members of prominent official family in the capital.

When Pan'er arrived, Empress Dowager Fu was already there, and around her, in addition to Empress Chen, there was also a circle of women. On the stage opera was being performed, most people were focused on watching, Pan'er quietly found a corner, and took a seat. Because the evening has no formal event, Pan'er did not wear auspicious clothes, but dressed in regular dress, coupled with the drums and gongs on the stage, her arrival did not cause sideways glances.

A palace maid came up to serve tea and asked if she wanted to move her seat, and Pan'er shook her head. After only managing a couple of sips from her cup of tea, on the side there were a few women gossiping. Now that the matter had spread in the palace, all because the report was reported at the palace banquet, probably everyone knew that His Majesty had been in a bad mood these days because of the situation at the border, someone went out of their way to time the report to inspire happiness and elicit rewards.

Before Pan'er left to take her nap, all the people above her had left their tables and that allowed her to leave as well. Whether one went back to rest, or to change clothes, this is the palace convention, only the empress dowager, the empress and highly ranked imperial ladies had this privilege, other women would still have to wait until the palace banquet had finished.

For example, Empress Dowager Fu had left earlier than Pan'er, actually not long after the start of the banquet she had left the table, then Empress Chen had left her table not long after the Empress Dowager Fu, and Pan'er had left a bit after them. So what these women had all heard, Pan'er had learned a little late.

It was previously reported from the border that the Jin people not only raided the town of Datong, but also raided Xuanfu, only because the casualties in Xuanfu is negligible, the capital had not been made aware of it. The two towns thought that the Jin people just raid their own towns, so they both set up heavy defence, fearing the Jin people returning.

Who knew that after they had failed in conquering the town, presumably they arranged scouts in the pass, and learnt that Datong's general in command Hu Bingcheng was seriously injured and unconscious, and then focused their troops secretly to raid Datong again.

Datong was missing their main general, but also because of the spies secretly sent to spread rumours to cause panic, even if they had tried to set up at strong defence, the Jin people would have beaten them. After all, they were injured and outnumbered against an overwhelming force. They thought that the other side of the army was divided into two ways, who knew that they were rushing to Datong, and were immediately taken by surprise.

At this moment of crisis, Yulin Pass received reinforcements. In fact, it was not proper reinforcements, but a low ranking officer patrolling the border with his cavalry, found that the movements of the Jin people was odd. This person turned out to be a bold man, with just a few people under his command, and no real rank.

After arriving, they found that the situation was not right, at the time it was just the practically defeated Datong garrison. To not call the person bold would be an understatement, he did not count how many people were under his command, had no fear of the opponent, and even dared to decieve them! They fanned out to seem like a greater force and attacked the Jin army from behind.

The raid came as a complete surprise to the Jin people, and it successfully managed to fool them into thinking it really were reinforcements arriving.They would have had insufficient troops, which is why they would schemed to pretend to attack Xuanfu and Datong at the same time. Feinting. Probably their own use of guile, but also afraid of the people of the Great Zhou using intrigue, deliberately trying to lure the enemy deeper, in fact, wanting to wrap them like dumplings.

After Datong, there is also Taiyuan, if Taiyuan had reinforcements, the leader of the Jin generals had the intention to retreat. The retreat of a lifetime, the morale is lacking, the team was immediately broken up, although the Jin people ran away more, but also beheaded a few hundred ranks, the Jin general was also captured alive. Afterwards, coincidentally they found out, the Jin general actually turned out to be a vassal king.

That is, the son of the emperor, similar to the meaning of a prince of the first rank. This credit is not small, enough to make up for the loss of Datong previously. That is not all, it was also clear that the court was very dissatisfied with the situation in Datong, so they specifically sent people into the capital to present the prisoners.

This occurred a few days after the General Hu Bingcheng was seriously wounded, presumably the imperial envoys sent to Datong at that point had not yet arrived.

That procession of prisoners would take about half a month to arrive in the capital, the report would naturally be the first to traverse the eight hundred miles to the capital. And the procession of war prisoners weren't just anybody, it was said that among them was the prince of the Jin people as well.

These were just the news shared over tea, and although Pan'er listened with interest, she didn't think much about it. Soon someone found her sitting in the corner and called out Your Highness, then Dowager Empress Fu's side heard it and called her over. After going over there was no small talk, that is, Empress Dowager Fu scolded her for sitting in the corner by herself, while Pan'er smiled sheepishly and said that she did not want to disturb the Empress Dowager and all the ladies watching the opera.

During this talk, the ladies sitting on the side were intentionally or unintentionally observing Empress Dowager Fu and Pan'er, and of course there was also Empress Chen, but most of the gazes were on Pan'er.

This was not the first public appearance of Su Guifei, said to be a divine beauty, which was perhaps an overstatement, but only beauty would not allow someone to remain favoured by His Majesty for so many years. From the time of the Eastern Palace, she was extremely favoured, and now she had been made a noble consort, and even the Empress was suppressed by her.

Of course, none of these words could be said loudly in public, and even the gazes were extremely subtle, so that it could not be detected. Regardless of the gossip, everyone knew they had to treat both the Empress and the noble consort with the same respect.

There was Dowager Empress Fu in the middle, surrounded by the matrons of the older generation, naturally, there was nothing for Empress Chen or Pan'er - both of a younger generation - to add to the conversation. Until suddenly a eunuch belonging to Jingren Palace suddenly came to give Pan'er the good news.

"Congratulations to Her Highness the noble consort, congratulations to Her Highness, your honourable brother has made great meritous service in Datong, it is said that he will soon be going to the capital to present the prisoners. The news has just been delivered to Jingren Palace, Sister Xiangpu and the others were not around, so the slave had the guts to come and report to your ladyship."

The person who came was none other than Xiao Tian Zi. It was that very same Xiao Tian Zi who had been suppressed by Xiao De Zi to the point where he had not been able to raise his head.

Pan'er also knew about this, so she subconsciously thought that someone had dug another hole for her, wanting her to make a fool of herself in front of the crowd, or else how was there some kind of maternal elder brother who had appeared out of nowhere.She had a smile on her face, but her eyes were glaring at Xiaotianzi, and in her heart she was deliberating on what kind of words to say in order to manage the scene in front of her. If it was someone deliberately trying to trap her, the other party would definitely have a backhanded plan, so how should she deal with it? "Your Highness is overjoyed, right? The imperial court's report of a victory has been reported to His Majesty, there can be no mistake." Hearing His Majesty, Pan'er sobered up. Since Xiao Tianzi mentioned His Majesty, he must have a meaning, and he wouldn't dare to knowingly help someone to harm her. That would be a death sentence. At this time, some people beside him whispered about the words Datong, offering prisoners, and wandering officers, and someone else took the initiative to explain to Dowager Empress Fu. So the whispering grew more and more, and Pan'er heard someone say, "That meritorious warrior seems to be surnamed Su, the same surname as Noble Consort." "This I did not pay attention to ......." Pan'er quickly said, " Such things are brought to such a place for what reason? There is no need to disturb the Empress Dowager and the ladies watching the play, still not quickly leaving?" Xiao Tianzi also realised that he had caused trouble, quickly kowtowed and left .

However, after that, there are not just a few people asking Pan'er a barrage of questions. There were people inquiring about the 'brother's age, whether he was married or not, but Pan'er remained vague, as if she didn't want to mention it for fear of stealing the limelight, but in fact, even she herself was confused.

It was not easy to deal with all of that, so Pan'er excused herself and temporarily left the main floor of the pavilion by going to the purification room.

Just as she walked out, she saw Xiao Tian Zi standing outside posing as an attendant eunuch. She led Xiang Pu all the way to the purification room, Xiao Tian Zi followed behind, into the purification room, Xiao Tian Zi explained the ins and outs. The truth of the matter was, after Pan'er had left, Fulu arrived to report the news, and Fulu had ordered him to go inform his mistress.

It was a coincidence that Xiao Dezi was not there at that time, and the errand was taken by Xiao Tianzi. If not, how could Xiao Tianzi who had been suppressed by Xiao Dezi ever have the chance to speak before her, after all. About the specifics he could not say clearly, and did not dare to ask more, only said it is Eunuch Fu come, announced Su family's Su Hai from Datong had rendered meritorious service and would be arriving in the capital.

But Pan'er pretty much understood what was going on, it seemed without her knowledge, Zong Cong sent Su Hai to the border.

For what?

Naturally, it was for her.

Maybe he had made the arrangements back in Yangzhou, but had never told her about it. Naturally happy, at the same time there was a kind of watery haze filling her eyes, Pan'er closed her eyes and took a deep breath before saying, "Alright, I know, you go back first."

Xiao Tianzi obeyed and left. Pan'er took Xiang Pu with her, a while later as she had to freshen up before she went out. Obviously Xiang Pu was also curious about what was going on with all of this, but she naturally didn't think through it as thoroughly as Pan'er, but she didn't dare to ask too many questions, after all, it wasn't the place.

After that it was about time for the theatre watching to end and for them to attend the feast. Pan'er could feel that many people intentionally or unintentionally were looking at her, it seemed that the scene that happened in the Changyin Pavilion before was known by many people.

What in the world were they thinking?

It turned out that Noble Consort Su actually had a maternal clan, wasn't it said that she was brought in from the thin horse trade?

In fact, regarding the rumours of Su Guifei origin as a thin horse, many people were doubtful, after all, the thin horse women had wrapped feet.

Whenever Su Guifei usually appeared in front of people, she was dressed in formal attire and long skirts, but one was still able to observe that she did not have wrapped feet.

But there was no doubt about who had sent Su Guifei into the palace. That had been the Chen family and clearly they had lifted a stone and smashed their own feet, this thing had been the subject of many jokes in the capital.

Jokes were jokes, but people also dared not take this Su Guifei lightly.

After all, this was the Chen family, but who let her quickly become an equal match with the Empress Chen, and even suppress her, there are few people who could have such ability and clearly she was not simple.

These thoughts of others, Pan'er does not know, she only knew that after the Changyin Pavilion gathering was held, dinner would held and after that came the moon feast.

At each of those events the ladies seemed to be more respectful to her, while Empress Chen and Hu Shufei looked at her with a complex gaze, and there was a hidden sense of trepidation in it.

Halfway through the Moon Viewing Banquet, Pan'er went back to Jingren Palace.

After almost two quarters of an hour, Zong Cong also came back. He drank wine, his body tinged with a faint smell of alcohol, but the Canaan incense was stronger than usual.

Pan'er felt that he seemed to be drunk, because whenever he was drunk or close to being drunk, his eyes and behaviour were extraordinarily different. For example, usually in front of the servants, he would rarely make too intimate gestures towards her, but once he drank too much, his small gestures were extraordinarily numerous, either wrapping his arms around her waist or holding her hand, touching her face or something like that, like a small child.

"You first drink the sobering soup, after you finish it go wash up, there's something we need to talk about later."

At this time, Pan'er had already washed up, wearing a begonia red bedclothes, the person was wrapped in Zong Cong's arms, she couldn't even push him away.

"You serve me to wash."

"I'm all washed up, how can I serve you to wash."

Seeing that the mistress and His Majesty were entangled, Fulu and Xiang Pu they both naturally hurriedly retreated, fearing that if they stayed for one more moment, their eyes wouldn't want to be there by then.

"Just have you serve."

He wrapped his arms around her waist, his gaze particularly passionate, and Pan'er naturally understand his meaning.

After kissing for awhile, the two went to the bathing room, and after a series of random tossing and turning, Pan'er was exhausted.

She went to lie down on the bed, she no longer having the desire to talk, and even with a belly full of unanswered questions, she was too lazy to ask at this moment, not wanting to move a finger, but he was full of interest, not at all sleepy.

"The matter of Su Hai coming back, did Fulu say anything to you?"

"Fulu did not personally tell me, he came to Jingren Palace ......" Pan'er repeated the course of events roughly.

Upon hearing this, Zong Cong snorted, "This old bastard, he can sell himself to curry favour."

#yingchong #mtl

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xiaolanhua · 1 year

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did i ever said that i couldn't stand ye bingcheng? yes

but do you know who i can't stand more and it is actually the dumbest and useless character of till the end of the moon?

this piece of sh*t

#aurora says #till the end of the moon

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mdjalhokbabu · 3 months

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The Road to Revitalization and the Hidden Line of the Brand

In the current milk tea industry, HE Tuber the market segments are clear, the brand structure has been initially determined, and each price range has mature representative products. Cha Baidao, which went IPO in Hong Kong not long ago, is considered to have "earned the price difference between Mixue Bingcheng and Heytea" ".

This summer, Mixue Ice City launched two new ice cream products, including cantaloupe-flavored ice cream priced at 8 yuan and half long melon ice cream priced at 28 yuan. As soon as the news came out, it immediately triggered a heated discussion among netizens. Everyone blamed Xiaoxue for being confused, "2 yuan ice cream and 4 yuan lemonade can guarantee you a lifetime of wealth", asked "Who told you to use real ingredients?", and even some Many netizens told the truth, "Everyone's tolerance and love for you is based on price and has nothing to do with your taste innovation."

Shortly after the public opinion started to ferment, an insider came to clarify that the increase in ice cream prices was actually an oolong incident, and that the limited-flavor ice cream was exclusively for the Wuhan Music Festival. At the music festival, a bottle of mineral water sells for as much as 8 yuan, so the price of ice cream is not outrageous.

Although it is an own incident, it also proves from the side that consumer loyalty does not always lie in the brand but in the price. Over the past 20 years, Mixue Bingcheng has chosen its brand positioning and price range, which represents the ultimate efficiency and ultimate cost performance. It also means that the brand has no connection with high-end and expensive prices. Blind upgrades and price increases will only consume consumption. readers’ favor and reputation.

Based on this, the added value brought by brand identity becomes extremely important. The birth of Snow King IP is Michelle Bingcheng 's shift from "business to branding" , and the release of "Snow King Arrives" is Michelle Bingcheng's last typical content marketing practice in IP shaping.

As we all know, building IP is an effective strategy for brand building and differentiated competition. Building IP can help brands shape their own characteristics and style, increase brand loyalty and stickiness, and expand brand influence and revenue.

In the new tea beverage industry, due to the high degree of homogeneity of products, consumers' needs and preferences are becoming more and more diverse. Creating IP can make the brand stand out from the competition and attract more target consumers.

In 2018, "Hua & Hua", the marketing operation agency behind Mixue Bingcheng, created the Snow King IP. Since then, Mixue Bingcheng has been committed to personifying the image of Snow King.

In 2021, a theme song adapted from an American country folk song became popular, and the fat white Snow King who sang "You love me and I love you, the sweetness of the snow ice city" also made a magical appearance. According to the official website, Snow King’s position is the chief quality control officer of Mixue Bingcheng and the brand’s lifelong spokesperson. He is upright, friendly, enthusiastic and enterprising. But the image of Snow King did not develop as expected.

On the short video platform, Snow King is proficient in dancing, disco, and stubble fighting, and his figure lingering in front of competing milk tea shops has become popular all over the Internet, so he has also been dubbed "Shen Niu" and "Street Slipper" name.

In the past five years, Snow King's IP has gradually grown from a brand symbol to a "personality" with thoughts, behaviors, strengths and weaknesses, and other out-of-circle marketing campaigns.

The launch of "Snow King Arrives" this time is also to make the image of Snow King more concrete and clear, and to show the brand's story and values in the content.

Not just student parties and migrant workers, Mixue Bingcheng hopes to penetrate the brand mentality into younger children, and with the help of the IP universe, deepen the moat of the brand identity.

According to Kamen, on the day "Snow King Arrives" was launched, customer traffic at Mixue Bingcheng stores increased by 20%, and sales increased by 30%. This also illustrates the powerful role of IP in supporting brands.

In the childhood memories of people born in the 80s and 90s, many people are familiar with this song - "When it thunders, it rains, Leo. When it rains, it rains, Leo. When it rains, it rains, Leo." This is the theme song of the cartoon "Haier Brothers" produced by Haier Group for eight years. "Haier Brothers" was released in 1995, with a total of 212 episodes, and it was broadcast for 6 years before it was completed. In the cartoon, the Haier brothers, who only wear shorts regardless of wind or rain, go through various adventures and adventures, conveying scientific and humanistic knowledge. Once it was broadcast, it was well received, and many people even got to know Haier Group through this cartoon.

In 2000, the Audi Double Diamond toy manufacturer introduced "4WD Boys" and "4WD Brothers" from Japan. The two cartoons greatly boosted the sales of four-wheel drive racing cars, and "4WD Brothers" also brought the four-wheel drive market to the forefront. Toward the highest peak. After that, Audi Double Diamond felt the dividends brought by IP and began to devote itself to self-made dramas. The success of "The King of Firepower" also made Yo-Yo popular all over the country.

It can be seen that IP marketing can become the content carrier and logo of the brand's long-termism, and can effectively promote the interaction and transformation of content and business in the short term, and promote product sales and peripheral development.

Although "The Snow King Arrives" is a bold attempt by the tea drink brand in content marketing, it is not an innovative breakthrough for the brand in the content field, but a nostalgic and retro content marketing practice.

Whether it is quarreling, forming a CP, or making animations to start the Snow King adventure, the road to brand revitalization is the road to personification of IP. Making brands "alive" may become the next stage of marketing goals for many new consumer brands.

#video #sharing #watch #upload

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tamim1267 · 3 months

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Local life is involved in the county: Douyin is fierce and Xiaohongshu is stalled

Someone once said: Beijing, Shanghai and Guangzhou are just illusions, and counties are the foundation of China.

Under the background, more than 2,000 counties in the country have also enabled many companies that have followed the "rural encirclement He Tuber route" to achieve rapid development. For example, Yadi and Emma in two-wheeled electric vehicles, Mixue Bingcheng in new tea drinks, Pinduoduo in e-commerce, OV in mobile phones, etc.

Nowadays, with the complete ebb of domestic Internet dividends, many major Internet companies are also feeling anxious about how to find new growth engines. Local life, which was once considered a hard business by the market, has begun to attract the attention of more major Internet companies with the changes in urbanization, family downsizing, and user consumption habits.

Zhang Yong, chairman of Alibaba's board of directors, mentioned in the earnings conference call in May this year that fast-moving consumer goods and food, especially fresh food, are categories that every consumer and every family needs, and these categories will have very good prospects in the future. Digital penetration opportunities.

At the same time, the high-frequency and rigid demand characteristics of the catering industry in local life also determine its ability to transcend economic cycles. This will not only help major Internet companies capture more high-stickiness and high-frequency consuming users, but also maximize the value of traffic and user value within the major Internet companies through subsequent cross-selling methods.

Based on this, a number of major Internet companies including Douyin, Kuaishou, Tencent Video Account, Xiaohongshu, JD.com, Alibaba, Meituan, Pinduoduo, etc. continue to bet on local life. However, after visiting a number of counties in eastern Henan and northwest Anhui, Spiral Lab found that due to the population and consumption characteristics of the counties, as well as the unique business model, not only is it difficult for Xiaohongshu’s local life to enter the county, but also a number of major Internet companies If you want to develop a profit model for local life in the county, you also face many challenges.

1. Exodus of young people and insufficient user base

The serious outflow of young people is a common problem in counties in northwestern Anhui and eastern Henan.

Taking Linquan County, a populous county in northwest Anhui, as an example, relevant data shows that the registered population of Linquan County in 2022 is 2.3 million, but the permanent population is only 1.65 million.

The situation in districts and counties in Zhoukou City in eastern Henan is also not optimistic. According to the results of the seventh national census in Zhoukou City, the out-of-province migrant population in Dancheng County, Taikang County, Shenqiu County, Luyi County and Huaiyang District was 42.2 respectively. million, 343,100, 336,600, 317,800 and 314,100.

In fact, there are various reasons for this situation. The terrain of eastern Henan and northwest Anhui is generally plain, which has good conditions for developing agricultural economy. Although these counties have actively promoted the transformation of industrial structure in recent years, in the industrial dilemma where the development of new industries has not yet matured and the old industries are facing squeeze, the jobs they can provide are extremely limited, and the development prospects are not clear, making it difficult to attract young people. reflow conditions.

However, this situation in eastern Henan and northwest Anhui is not an isolated case, but the most realistic portrayal of many counties in the country except for the eastern counties.

Data show that Xiaogan City, Hubei Province lost more than 720,000 people in the 20 years from 2000 to 2020, with a loss rate of 15%. The most serious situation is Yingcheng City (county-level city), where the population loss rate is as high as 27%. Data from the seventh census show that the population outflow rate in Gushi County, Xinyang City, Henan Province is 41.91%.

From a follow-up perspective, the outflow of young people in the county will not be improved in the short term. As "Lookout" magazine pointed out in its previous article "Why County Towns Can't Retain People", it is extremely difficult for small counties in general to promote "settlement of housing" through "enjoyment", and it is an endless cycle: the county town does not attract talents. , you can’t find good companies. Without good companies, you can’t attract young people...

Therefore, from this perspective, the core consumer groups in domestic counties are still mainly middle-aged and elderly people, which has also caused many major Internet companies to face the problem of insufficient number of paying users in counties.

Zhao Wei, a takeaway worker from Taikang County in eastern Henan, told Helix Lab that local users of Meituan takeout are mainly students and some young people working in the county. Local people over 40 years old rarely have the habit of takeout. In fact, what Zhao Wei described is basically consistent with the Meituan user portrait released by Quest Mobile.

Li Qiang, a video creator from Jieshou City in northern Anhui Province, also had the same feeling. After publishing videos on multiple platforms, he discovered that Kuaishou's main local users are mainly students. Although emerging social media platforms such as Xiaohongshu have accelerated their penetration in the local area in the past two years, their core user groups are still mainly students.

As Li Qiang said, relevant reports show that Generation Z, cutting-edge white-collar workers, urban hipsters, single aristocrats, sophisticated mothers, and hedonistic people are the six major demographic labels of Xiaohongshu. However, due to the lack of economic momentum in counties such as eastern Henan and northern Anhui, local wages are generally between 2,500 and 4,000 yuan, which is quite different from the overall population of Xiaohongshu.

Different from Xiaohongshu and Kuaishou, Douyin is currently accelerating its penetration into the middle-aged and elderly user groups in eastern Henan and northwest Anhui.

During its visits to rural areas in some areas, Spiral Lab found that rural “CBD” centers that once “feared” many migrant workers are now facing collapse. Instead, Douyin has become a new pastime for these rural adults. Not only do they use Douyin every day in their free time, but they also actively invite their relatives and friends to like and comment on their own Douyin works.

2. Giants pursue efficiency, while businesses care about profits.

It should be noted that due to the characteristics of many, complex, chaotic and relatively large differences in business entities among local lifestyle businesses, it is difficult to form a systematic scale effect. Under such an industry background, whichever player can take the lead in connecting various merchants and forming a localized offline dictionary can form high-quality UGC user content and reviews, thus attracting more merchants to settle in and forming a flywheel effect.

However, the premise for the establishment of the flywheel effect is that the traffic value of the local life platform must bring real benefit value to the merchants in the county. China's offline businesses are a group of pure businessmen. The survival logic of businessmen is actually very simple. Follow whoever can make money. This is especially true for businesses in county towns that lack population mobility.

Douyin relies on its gradual penetration among consumers in county towns. At present, Douyin's local life in county towns has not only penetrated into traditional business formats such as catering, movies, beauties, and hotels, but also includes confinement centers, second-hand cars, weddings, and real estate agencies. Other local business formats represented by Douyin have also been "Douyinized". For example, many businesses in Taihe County, northern Anhui Province, are currently recruiting for new media operation positions, all of which place certain requirements on job seekers’ Douyin operation capabilities.

Consumers in counties are more price sensitive. Douyin merchants in the county are naturally well aware of this principle, so the overall content of their Douyin videos can be summarized as real people appearing + special event information. Behind the seemingly simple concept, it has actually brought real traffic conversions to many Douyin merchants.

Li Yang is the owner of a restaurant in Taikang County, eastern Henan. He revealed to Helix Lab that since March this year, more than 600 group buying packages have been sold in the store.

Behind the growth of Douyin among local businesses in the county are also the problems that other platforms need to solve in the future. Huang Zheng once pointed out that Tencent failed in e-commerce because they understood that e-commerce is traffic × conversion rate = GMV. Traffic logic cannot be successful today. Tencent has the largest traffic in China and has invested in a bunch of vertical e-commerce. If Tencent follows this logic It’s already done.

Obviously, due to the lack of e-commerce genes internally, it is still debatable whether the expansion speed of Tencent Video accounts in county merchants can meet expectations.

Kuaishou and Xiaohongshu are mainly used by students in the county, which also makes merchants in the county generally lack motivation to operate Xiaohongshu and Kuaishou. For example, the Kuaishou local lifestyle merchants in the first city in northern Anhui are basically large chain catering merchants such as Mixue Bingcheng, Chabaidao, and KFC, and local individual merchants are rarely seen.

And compared with Kuaishou, Xiaohongshu actually faces greater difficulties if it wants to expand to more county businesses.

First of all, in 2019, Xiaohongshu’s group buying business mainly focused on B&Bs, hotels, camping and other wine and travel businesses. This year, the catering businesses in Xiaohongshu’s local life group buying are mainly coffee shops and bakeries. Because the pictures taken by these types of businesses can be modified with the help of filters, this is also in line with the Xiaohongshu platform’s pursuit of a sense of ritual and exquisite life.

#Film & Animation #Music #Pes & Animals #Sports

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mamun258 · 3 months

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The "Snow King" who was put away is difficult to copy

Mixue Bingcheng has emerged in the beverage market with the brand IP of "Snow King". This article will deeply analyze the reasons why "Snow King" became popular, what kind of value this IP has, and explore the close connection HE Tuber between brand IP and corporate development. Let’s take a look.

Recently, Mixue Bingcheng’s prospectus has aroused heated discussions in the industry. Based on the number of stores as of September 30, 2023, and the cup volume in the first nine months of 2023, Mixue Bingcheng has become the number one ready-made beverage company in China and the second in the world.

This is an outstanding result. But for most consumers, Mixue Bingcheng’s overwhelming presence began in 2018. This year, the "Snow King" was born, and the magical theme song, "You love me and I love you, Mixue and Ice City is sweet" sounded on the Internet and in the streets.

"Snow King" became popular, and Mixue Ice City ushered in another milestone in its development history.

To this day, there are still endless hot topics about "Snow King" on social media. You have most likely seen the funny video of "Snow King" walking on the street, the Hong Kong-style blockbuster "Walking in Hong Kong Alone", and you may also have seen it at music festivals and various brand co-branded activities.

The "Snow King" appeared in Hong Kong, and netizens asked him to "take care of yourself" in the barrage

Source: Screenshot of Xiaohongshu

In fact, the connection between brand IP and corporate development has always been a hot topic. In the prospectus, "Shenxiang" noticed that Mixue Bingcheng even included "Snow King" in its competitive advantages. For a company with roots in bricks and mortar, this is somewhat surprising. It is necessary to systematically understand the value of Snow King:

Why is "Snow King" so popular?

Why is it said that "Snow King" is difficult to copy?

What long-term value can "Snow King" bring?

1. The freed "Snow King"

"Why do you like the Snow King?" If you ask this question to different people, you will get different answers.

"Funny and uninhibited" is one answer. Fans will follow "Snow King"'s daily "street life" and be immersed in the brainwashing music and second-generation videos of "You love me and I love you, Mixue Bingcheng is sweet' '. Videos of the "Snow King" traveling around and infiltrating various Internet celebrity cities always attract a lot of attention - a while ago, the Snow King wore Hanfu and went to Luoyang's Yingtian Men to shoot a blockbuster. Before "Erbin" became popular, Snow King had already put on a seasonal limited-edition "Northeast Skin '' floral cotton jacket and gave everyone a talent show.

"Snow King" wears Hanfu at Yingtian Men and performs Yangko in Northeast China

Source: Screenshot of Xiaohongshu

Young people like "Snow King"'s vitality at the music festival and his enthusiasm in the "Snow King Arrives" animation. They can also see themselves in "Snow King" who fishes at work and sings songs after get off work. Its linkage with IPs such as Danzi and Luo Tianyi will make people shout "double chef ecstasy". The donations made during flood relief and the children's books donated by the library have allowed people to see the social responsibility of this "funny guy".

"Snow King" is versatile and versatile. It can be integrated with all kinds of scenes, brands, and cities you can imagine or imagine. This is the source of its vitality and the result of Mixue Ice City’s “stocking”.

In terms of image, the "Snow King" is simple and cute - he wears a crown, a red cloak, holds an ice cream scepter, and has a round body. These elements are familiar to everyone and have super high visual recognition and memory. Therefore, we will see that while it is popular in China, "Snow King" is also very popular in countries with different cultures such as South Korea, Vietnam, and Australia.

Michelle Bingcheng’s first store in Australia

Source: Internet

Interestingly, the various "personalities" of "Snow King" do not seem to be intentionally created by the brand. Whether it is funny or responsible, the quality of "Snow King" comes from the co-creation and dissemination of netizens. Mixue Bingcheng did not forcefully create a character for "Snow King", but allowed fans of different ages and personalities to give it different characteristics to make its image fuller.

Traditional film and television IPs have “characters” and stories. However, in recent years, IPs such as Bubble Mart and Lina Belle have become popular, proving that IPs can also become popular without forcing a concave character or a background story. Fans will project their emotions on their favorite IP, connect the dots of the IP on social media, and piece together a unique character story.

Just like a screenwriter can only write amazing chapters, the audience can give the characters lasting vitality. With the support of UGC (user-generated content), "Snow King" has almost unlimited plasticity and ductility, so we will see "Snow King '' blend into various scenes without any sense of dissonance. The integration with social hotspots and life scenes further dilutes the commercial attributes of "Snow King '' - this cute snowman is not a tool to 'sell goods' ', but a "cultural symbol that accompanies everyone "".

2. “Companionship” is difficult to replace

Because of the popularity of "Snow King", Mixue Bingcheng has also gained a large number of fans. The prospectus shows that as of December 24, 2023, the cumulative exposure of topics related to the theme songs of "Snow King" and "Mixue Ice City" on major social platforms exceeded 8.7 billion and 8.4 billion times respectively. As of September 30, 2023, the number of Mixue Ice City members exceeded 215 million.

Many people study "Snow King" and try to copy "Snow King", but this is much harder than it seems.

"Company" is scarce and has lasting power. Think about it, you probably have an old thing that has accompanied your growth and witnessed your highs and lows. Because of its "companionship", it has a value that far exceeds the price of the commodity itself, and is difficult to replace with other items.

The same is true for IP. Doraemon, Hello Kitty, Pikachu, Mickey Mouse and Donald Duck, Disney princesses...these IPs, which have been popular for decades, are accompanied by film and television images, model dolls, cultural and creative peripherals, offline parks, commercial cooperation, etc. As we move from childhood and adolescence to adulthood, the corresponding emotional bonds will even be passed on to the next generation.

"Companionship" is also the secret for IP to travel through time cycles. What distinguishes "Snow King" from other brand IPs is also "companionship". It is not a "Logo" that lacks vitality or an image that only appears in trading scenes - children will feel brave in the red cloak of the "Snow King"; when students see the "Snow King", they will think of being with their friends. The youthful atmosphere of playing together and adding ice to the bubbles; people in the workplace will feel comforted by the resonance when they see the "Snow King" who is also a worker.

Stills from "The Snow King Arrives"

People of different generations and different personalities can establish a connection with "Snow King". As time goes by, the sense of companionship brought by "Snow King" will continue to deepen. IPs that can cover the general public and provide "thousands of people with thousands of faces" emotional value are rare, especially for a brand IP.

Different brands have their own vertical audiences. The price of luxury goods determines that even if it has a good IP, it is difficult to be liked by everyone. Of course, it does not need to be liked by everyone; only people with the same taste will appreciate niche brands. But "Snow King" is different. It is associated with a high-frequency consumer brand, and the "easiness" of the product provides it with the possibility of being accepted by more people.

This sense of “easiness” is expressed in Mixue Bingcheng’s prospectus as “high quality and affordable price”. The entrepreneurial history of Mixue Ice City can be traced back to 1997, when it was still a small shop called "Cold Current Shaved Ice". For more than 20 years, whether it is shaved ice in the early days, or ice cream and lemonade later, Mixue Ice City has focused on making "high-quality and affordable delicacies" at different stages. So far, all products are priced at RMB 6 up and down.

The products are easy to obtain and almost no purchase decision is required, giving "Snow King" a foundation that everyone loves. The "no design" free range allows different people to find resonance and project emotions on "Snow King". This kind of emotional connection is long-lasting and difficult to replace.

3. Snow King Snowball

Looking around the world, industry benchmarks such as Coca-Cola, Starbucks, and Apple generally have a "super symbol." The difference is that when moving IP becomes a super symbol and enters people's daily life, it represents not only a company or a product, but also emotional qualities such as love, sweetness, joy, etc. that are closely related to people, and It will become an important driving force for the sustainable development of enterprises.

The same is true for "Snow King". While it has become an important asset, it will also roll out even bigger "snowballs" in the future.

In terms of going to sea, "Snow King" is a well-deserved "pioneer". Currently, going global is the common goal of many Chinese brands, but as "outsiders", how to quickly integrate into the local area is a big problem. At this time, a vivid IP image can undoubtedly play a "leverage" role. A cultural symbol that is deeply rooted in people's hearts is better than various desk materials.

While helping to expand, the everlasting red of "Snow King" is also conducive to maintaining the vitality and vitality of the brand. Competition in the ready-made beverage industry is fierce, and brands need to constantly innovate. Snow King is a very good carrier. It can be combined with various popular topics and Internet hot spots to bring a steady stream of attention to the brand.

In this regard, the example of Disney can be used as a reference. After a hundred years of development, Disney has cultivated long-term IPs such as Mickey and Donald Duck, and allowed users to rely on a single IP to develop into a sustainable emotional relationship with Disney itself. As both cultural symbols, Snow King may continue similar ideas and collide with more different fields (Snow King x film and television, Snow King x games, etc.).

For Mixue Bingcheng, this may be another growth path.

#watch #video #upload #sharing

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arafatssss1267 · 3 months

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Insinuating Luckin + Moutai, Cudi’s copywriting is trending

Store tightness

Cudi always opens a store next to Luckin. Lao Lu HE Tuber tries his best to be with Xiaolu, even squeezing in spaces such as the back door or the second floor. This is not to disgust his opponent, but has its far-reaching business implications. strategy, this can achieve at least two effects:

The first is to accurately intercept Luckin's customer flow. Most of the people who drink Luckin are customers who just need coffee. What everyone wants is those few grams of caffeine to help them wake up and work efficiently. It doesn't matter who they drink.

The second is the built-in topic effect. You can create topics out of the circle without spending a penny on advertising, and all the saved marketing expenses will be invested in Luckin's new store.

2. Price pressure

Your Luckin coffee sells for 10-20 yuan a cup, and I, Cudi, sell coffee for 9.9 yuan. It is said that wherever Cudi is, Luckin will also have coffee for 9.9 yuan. Then, there is "Luckin founder Lao Lu" It’s only 8.8 yuan for you to drink coffee.” It is said that in some places, a cup of Kudi coffee is even priced at 6.6 yuan, which makes consumers happy. Some people said that after drinking Kudi for two months during the summer vacation, they gained 20 pounds. . .

3. Product Pressure

If you are used to Xiaolu's single product, it doesn't matter. What Xiaolu has, I, Lao Lu, will give you a cup of the same drink at 50% of the price.

Xiaolu launched raw coconut latte, and Lao Lu also launched raw coconut latte; Xiaolu launched meteorite latte, and Lao Lu launched star latte; Xiaolu launched Orange C American, and Lao Lu launched citrus latte; Xiaolu launched Walden Blue Diamond Reina Ice, Lao Lu launched Pampas Blue Coconut Kuco Ice; Xiaolu launched jasmine latte, Lao Lu launched raw cheese jasmine latte...

In short, I have what you have, but the price is always lower than yours.

4. Marketing pressure

Xiaolu climbed to Moutai, and a wave of "Maotai Latte" hit the Internet. Lao Lu continued to implement the personal strategy and quickly launched "Rice Milk Latte". Of course, we don’t expect to be evenly matched, we just want to use this wave of popularity at the minimum cost and attract as much traffic as possible. So far, this goal has been achieved.

Kudy's goal is to open 6,000 stores in 2024. The core strategy is to "closely press" Luckin. As for whether it is low or reasonable, that is not the key consideration. In my mind, I only want to open a store, open a store, When it comes to opening a store, it’s just press, press, press.

If he really wants to compete with Luckin x Moutai, Cudi should go for the "82 Lafite" co-branding, but the cost is too high and the execution time is too long, which is not in line with Cudi's personal strategy.

▼

Lao Lu looked at the little deer, who blushed with embarrassment. The whole picture was: he ran, he chased, he couldn't fly...

After a close hand-to-hand fight, Xiaolu shouted, "Tear, pain, pain, pain, pain, pain, pain, pain, pain, pain, pain, pain, pain, pain, pain, pain, pain, pain, pain, pain, pain, pain, pain, pain, pain, pain, pain, pain, pain, pain, pain, pain, pain!"

Michelle Bingcheng, who was holding a cup of Americano coffee worth 4 yuan per cup, looked at them and smiled without saying a word.

#Film & Animation #Music #Pes & Animals #Sports

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spriteofmushrooms · 2 months

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Jiang Cheng ships are like:

JC/spoiled brat (sangcheng, chengxian, chengxuan, zhancheng, xuecheng, chengyi)

JC/big brother (xicheng, mingcheng, chengyao, chengxian, xucheng, yuecheng)

JC/mean™ (chengqing, zhancheng, chengxian, chengyao, chaocheng, xucheng, ruocheng, chengjiu)

JC/mirror (zhancheng, rencheng, songcheng, chengxuan, chengning, chengqing, xicheng)

JC/daddy (ruocheng, rencheng, mingcheng, zhucheng, tiancheng)

JC/co-parent (chengsu, chengyao)

JC/foil (xuecheng, xiaocheng, chengyao, bingcheng, chengyi, chengxian)

#pallas.rtf #mdzs #i'm sure i'm missing something

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josnashak69 · 3 months

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Use topics of interest

Why use interest culture instead of single fan culture? Because I feel that although fan culture has its value, its influence is no longer what it used to be. Although there are indeed some loyal fans who follow a certain star for a long time, such examples are rare.

Interest culture covers a wider scop, HE Tuber involving lifestyle, hobbies, entertainment, emotions, food, sports and many other fields. These points of interest can quickly switch, bring people together, and form a resonance among large groups.

If you often watch short videos, you will find that many topics can quickly arouse widespread resonance. For example: What have I lost this year? Life without hands is meaningless. Princess, please get in the car...

I remember that there was a time when Oriental Leaf was particularly popular. After careful research, I found that because many people felt depressed during that time, the copywriting it provided touched this emotional need and provided people with psychological compensation, so it became popular.

Provide a field

Many brands know that leveraging trending topics is part of topical marketing.

But have you ever thought about why, despite countless topics emerging on big platforms every day, many brands struggle to capture these hot spots? Or, why do some KOLs or ordinary people become famous with just one sentence?

The key lies in the "closed loop" of marketing.

From taking advantage of the situation to using the topic, we must eventually form an instruction. This instruction is like, we need to complete a certain task and go to a certain place to check in.

KOLs and amateurs can complete a certain command on the platform immediately, so they can earn more than 100,000, but what about brands? Generally, the lack of instructions after participation makes it unclear what to do next, so it is difficult to trigger actual actions.

If you don’t believe me, think about it, are the dance instructions for “Subject 3” provided by Haidilao? Of course not, it is popular on short video platforms, but now many people are eating, and when thinking about subject three, why go to Haidilao?

Because Haidilao has successfully transformed this online hot spot into an offline experience, allowing customers to experience this popular culture in physical stores. Therefore, people are willing to experience and interact.

Just like Mixue Bingcheng, every action on the Internet guides you to participate or purchase in an offline store.

These three points have become Haidilao's standard moves. Perhaps in the future, more popular dances, topics, and memes will become secret codes and traffic passwords for eating hot pot. Think about it, right?

Summary

You can learn Haidilao marketing. Compared with the series of memes such as Subject 3, Princess Please Get in the Car, Every Cause Must Have a Fruit, I’m Too Difficult, perhaps the brand should stop and think about whether the current users have really changed?

columnist

Wang Zhiyuan, public account: Wang Zhiyuan, author of the best-selling book "Compound Interest Thinking", everyone is a product manager columnist. Internet scholars, the technological Internet on the left, and individual cognitive growth on the right.

This article was originally published on Everyone is a Product Manager. Reprinting without permission is prohibited.

The title picture comes from Unsplash and is based on the CC0 license.

The opinions in this article represent only the author's own. The Renren Product Manager platform only provides information storage space services.

#Music #Gaming #Entertainment #Sports #Science And Technology

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panda-yoo · 3 months

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Autobiography of the Founder of Mixue Ice Cream & Tea

Welcome to my blog, dear readers! Today, I’m thrilled to share a story that’s not just about ice cream and tea, but a tale of resilience, innovation, and the power of dreams. This is the story of Mixue Bingcheng, or as it’s known internationally, Mixue Ice City, a brand that has become synonymous with sweet treats and a refreshing experience for millions across China and beyond. Mixue Ice City,…

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sultanaislammow · 4 months

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There is no “shortcut” for new tea drinks to go overseas

For China's new tea brands represented HE Tuber by HeyTea, developed countries such as Europe, the United States, Canada and Australia are the second battlefield for "going overseas" after Southeast Asia: whether they are international students, new immigrants or local residents, they all have a strong interest in tea drinks. , the new tea drink market is growing rapidly.

Long before the Heytea London store was finalized, Mixue Bingcheng had already opened a store in Sydney, Australia. On February 12 this year, on the first day of trial operation of the Mixue Bingcheng Sydney CBD store, the store was full of people and the turnover exceeded 24,000 yuan. Due to strong demand and lack of manpower, stores occasionally encounter problems such as adding wrong toppings and juices.

For tea brands with high popularity and consumer recognition in China, entering the markets of developed countries where overseas students and new immigrants gather can be said to be "bringing their own traffic". They can quickly accumulate popularity with Chinese consumers and then launch it through Attract local consumers through localized products, social media operations and other methods.

However, at present, new tea drink brands in mainland China want to open up markets in developed countries such as Europe, the United States, Canada and Australia. Their biggest competitors are the many milk tea and fruit tea brands from Taiwan, China - the road that new tea drink brands in mainland China are about to take in new markets, China Taiwan’s bubble milk tea brands have been through it before.

In the 1980s and 1990s, as Taiwan residents immigrated to Europe and the United States, they also brought the unique food drink pearl milk tea to these countries. Whether it is the older generation Chun Shui Tang or the new generation COCO, there are many brands, all of which have more stores and higher recognition overseas.

In the past few decades, Taiwanese milk tea has become more and more recognized in Europe and the United States. Many celebrities have shared their experiences of drinking milk tea on social media. For example, after Bill Gates was recommended a cup of bubble milk tea by Chinese actor Simu Liu at the "Time Magazine's 100 Most Influential People" award dinner, he posted on Twitter: "I have added bubble milk tea to my favorite beverage list. middle".

Celebrity effect has made milk tea popular in Europe and the United States. Europeans and Americans who were accustomed to drinking coffee began to become curious about this oriental beverage and were gradually attracted to it. According to Google Trends statistics, in 2021, searches for milk tea-related terms in the United States increased by more than 760%.

In addition to Taiwanese milk tea, tea brands founded in Europe and the United States are also strong competitors to new tea drinks in mainland China.

Recently, Ume Tea, a Ume Tea store founded by Chinese engineer Li Jiachun and rooted in the Bay Area, received millions of dollars in seed round financing. This financing was solely invested by iFly.vc Capital and is mainly used for team improvement, supply chain improvement, product iteration, store expansion, etc.

Ume's products include fruit tea, Oreo milk tea, surprise cup series with toys, etc. Compared with mainland overseas brands, Ume understands the local market better, has established a relatively stable supply chain, and has a higher degree of localization: it does not deliberately choose areas where Chinese people live, and non-Asian customers account for about 40%. On Tik There are high traffic on platforms such as Tok and Instagram.

At present, Ume's nine stores are all directly operated stores, all of which have achieved profitability, and the payback period is no more than one year.

As for Heytea, although it is more popular among mainland students, considering the exchange rate difference and higher labor costs abroad, the price of Heytea overseas is bound to be slightly higher than in China.

In Singapore stores, the price of Heytea's signature products reaches 5.8 to 5.9 Singapore dollars, which is about 30 yuan, which is about 9 yuan higher than in China. It is not difficult to imagine that in the UK, where the exchange rate difference is more obvious, a cup of Heytea may be a luxury in a certain sense for international students.

The higher prices overseas make it difficult for international students to regard new tea drinks as daily consumption. Therefore, new tea drinks must be localized.

Compared with Heytea, which has just gone abroad, Taiwanese milk tea, which has been overseas for many years, and Ume, which was founded in the United States, are relatively mature in terms of localization. Taiwanese pearl milk tea has become the most popular type of milk tea among young people in Europe and America, and Ume has also attracted local consumers with its unique decoration style and operational activities.

Most European and American consumers prefer high-sweetness drinks, and the model of Heytea cheese milk cap + cold brew tea + fresh fruit is relatively light. It will take time to attract more European and American consumers through localization adjustments; in addition, Heytea is The application of social media operations, peripheral co-branding and other methods that are customary in China also requires more thinking, practice and running-in when applied to foreign markets.

In 2018, the British "Economist" magazine once wrote an article about new tea drinks, regarding Heytea as a strong competitor to Starbucks, and believed that the wave of bubble cheese tea set off by Heytea may bring about "the rebirth of the global tea industry." .

However, in the following years, Heytea expanded aggressively domestically but tended to be cautious and conservative in overseas markets. It is still the milk tea brands from Taiwan, China that shape European and American consumers’ perception of milk tea.

It is not too late for Heytea to go overseas, but it is obvious that it has missed the best opportunity.

For Heytea and many mainland tea brands, Europe and the United States are second overseas markets with huge growth potential. However, to truly turn the European and American markets into the second growth curve, we still need to face difficult challenges.

#HETuber #Music #Gaming #Entertainment #Science And Technology

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wangsejabin · 5 months

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Chapter 125

Datong, Hu Bingcheng?

That was Consort Hu's maiden clan then.

But Pan'er didn't mention that, she just said, "Even if you're worried about the border affairs, you should still have the evening meal. Whether you take the evening meal or not has nothing to do with whether Datong is in chaos or not, and even if you don't take the evening meal, it won't solve anything."

"A bunch of crooked reasoning!" Zong Cong tapped her on the forehead. She also ignored him and turned around to go out and order Xiang Pu and the girls to pass some dinner over.

Fulu busily came over and said, "Your Highness, the evening meal has long been prepared by the slave, that is, His Majesty does not have the heart to use it, no need for Xiang Pu to pass it on, the slave will let someone serve it up here."

Not long after, the evening meal was served. Probably thought it was late, in order to avoid eating too well at night, so the meal was vegetarian and noodle-based.

The noodle colour was slightly yellow, the dish seems to use eggs too, this Fulu in ordering Zong Cong's food, could be said to have made great effort. Probably also knew that the border was in turmoil, His Majesty probably would not have much heart to eat, and would randomly eat a few bites, so more thought was put in and additional nutrients were hidden in the noodles.

As expected, Zong Cong finally stared at the noodles and ate, although Pan'er also took the initiative to give him a few chopsticks of vegetables, he was patient, and also did not just eat a few mouthfuls. A bowl of noodles was consumed, the person is much more comfortable, Zong Cong drank a cup of tea, and only then had the mood to talk to Pan'er.

"Went to the Empress's Palace today?"

Was this not asking a question clearly knowing the answer.

"The Empress called the Bai Jie away, I'm a small minded person, for fear that she would make things difficult for Bai Jie, naturally, I had to go over to get the person back."

"Whitewashing again." Zong Cong chuckled and said.

"How did I whitewash things, the truth is really so," she batted her eyelashes and said mischievously, "the Empress said that the Ministry of the Interior honoured me with two top quality sable skins, which were not within my regulations, but were knowingly received by Bai Jie, so she looked for Bai Jie to interrogate her. Bai Jie was also a stupid person, didn't know how to evade, received a number of slaps, I couldn't stand it so I looked for a reason to teach Fu Chun a lesson."

She covered her face and said, "In fact, I also know that I was wrong, I shouldn't have offended the empress, but in the end, I am also a favoured consort, everyone in the palace knows that the empress doesn't give me any face at all, I also want face ah, if this matter is over today, in the future, they are all going to bully me and step on my head, so since she beat up my maid, I beat up her maid."

Zong Cong was amused by this crooning look of hers and patted her hand, "Still saying you're not whitewashing."

"It really isn't a whitewash. By the way, I also said a few words to the Empress, I said that Su has been surnamed for more than twenty years, and I have no intention to change my surname, so that she should not worry, don't look for trouble with me, I'm timid ......"

"You ah, really an abrasive spirit, it was not necessary for me to worry that you had suffered a loss in the Empress' Palace."

Pan'er glared at him "You worry that I suffered losses in the Empress's Palace, and yet I didn't see you come to my rescue, causing me to think of methods to get out of it for half a day."

"You even beat up the Empress's senior palace maid, and you're still worried about not being able to walk out?" He reached out to wring her cheek.

She covered her face and just wouldn't give him a wring. The two of them made a mess, their bad mood was better, and things were made clear, so they went up to the couch to rest, after all, Zong Cong was also tired today, and didn't have much of a break all day.

Things seemed to end just like that without a trace.

Naturally, that is impossible, even if the surface seems calm, in fact, the palace with so many pairs of eyes, even if one did not know the inside story, it was obvious that this time the noble consort and the empress was really at a stalemate.

Dowager Empress Fu also did not know, or pretended not to know, in any case, the next day she did not mention it at the morning greetings.

On the contrary, at the Empress's side, the day after the incident, she also insisted on going to the Ning Shou Palace to ask for peace, and then fell ill. The doctor was summoned, the doctor prescribed medication, and then the whole palace knew that the Empress was sick.

The next few days the empress waived the concubines' greetings, and to reported herself sick to Ning Shou Palace, closed the doors in Kunning Palace to recuperate.

In the Kunning Palace, Empress Chen lay on the phoenix bed with a pale face.

Duo and Wan Shu had just left.

Things had become such a mess that even the aloof Zong Yue could know about it, and they naturally knew about it as well.

But unlike Zong Yue's mood, the Empress had just plainly suffered a loss at the hands of Noble Consort Su.

On the surface saying that Jingren Palace received the superior sable skin not conforming to the noble consort's regulations, the empress attacked the noble consort's uninformed lackeys, and for this reason, the Internal Affairs Bureau also specially brought a eunuch out to receive punishment.

Who knew that on the next day His Majesty rewarded the Jingren Palace, not only sable, but black fox fur and silver fox fur as well. Even two pieces of the rare sea dragon skin from that year's tributes were sent.

One of them was presented to Empress Dowager Fu, and the other was Zong Cong's own.

This time the face was beaten a little too hard, this was also the reason why Empress Chen went right back and fell ill.

Fu Chun's eyes were sunken in, all from staying up and crying for the past two days. She advised Empress Chen, "Your Majesty, even if you don't think about yourself, you should think about the Grand Prince and Second Princess."

Empress Chen in turn was calm, apart from her face being paler, she was no different from usual, reaching out to pat her, "I'm fine, I just want to be quiet for a few days." "But-" Fu Chun hesitated, tucking the slipping quilt upwards, "In a few days it will be the fifteenth day of the eighth month, if you stay sick, his majesty might... ..."

Fu Chun didn't finish the rest of his words, but Empress Chen could guess her meaning. Perhaps the authority to manage palace affairs would be handed over to Noble Consort Su, after all, the 15th of August was the Mid-Autumn Festival, and at this time of the year the palace had to hold palace banquets, so there had to be someone in charge of the affairs.

Once the palace authority was handed over, with Su Guifei's current momentum, it would be difficult to get it back. The matter of management rights may seem to be petty, especially because of the existence of the Ministry of Internal Affairs, they greatly reduced the weight of the palace authority. But for the concubines, management authority was their lifeblood. It was the ultimate signifier of status.

That person had favour, she couldn't do anything about her, but there were others. Empress Chen had not forgotten that there was a Hu Shufei in the background, that person had been with her since she entered the Eastern Palace and had opposed her from day one, taking advantage of people's illnesses to make headway was not uncommon in the palace, she did not want to fall into the weeds and allow the chicken to pretend at being a phoenix.

So Empress Chen was instantly spirited. "You are right. In fact, this palace has also figured out in the past two days, since that Su didn't bother to recognise the Chen family, how the Chen family wants and intends to act is secondary, the Chen family and this palace are stuck in the same boat, and it's still not clear who the loser will be."

Empress Chen sat up quickly, but collapsed back again because of dizziness, Fu Chun quickly held her up and said, "Your Highness, even if you want to be tough, you have to be mindful of the phoenix body, it is better to eat something first. As long as you have the heart, you won't lose, in the end, you are the Empress of the Central Palace."

After that, Fu Chun went down to prepare food for Empress Chen without any further discussion.

Pan'er had been a little afraid that Empress Dowager Fu would scold her, who would have thought that she actually did not. Turning her head to see Kunning palace closing its doors to recuparate, she was a little embarrassed.

Why did it feel like they had been bullied?

Of course, this was a fleeting thought, in fact, the days had to pass and life went on. And because His Majesty rewarded the Jingren Palace, the Jingren Palace had plenty of face, the servants below all full of energy, and that day they were called by Xiang Pu to get together a few palace maids and eunuchs, speaking of that day's events in a vivid manner.

Although they did not go into the hall itself, and did not witness the whole scene, before the lady barged into the Kunning Palace they saw the situation.

They were not afraid of the Kunning Palace, and who had not witnessed Her Highness the noble consorts' benevolence, when Kunning Palace was making things difficult for miss Bai Jie, Her Highness personally brought people to take her back! Following such a master, one could rest assured.

Pan'er had not expected that because of this, Jingren Palace going through ups and downs united the people in it, inspiring a sense of belonging in the palace maids and eunuchs. They all suddenly changed their attitude and became proud to serve in Jingren Palace. But perhaps that could have been expected.

"Okay, okay, a little talk in the palace amongst our own people is fine, when you go out remember to keep your mouth shut for us, lest gossip attracts trouble for our ladyship." Feng Hai said with a smile, a few small palace maid and small eunuchs smilingly dispersed, he lifted his robe to walk into the hall.

Pan'er was sitting on the kang drinking tea, when she heard these words, she put down her tea, and let Xiang Pu move a seat for Feng Hai before saying, " That matter was expected, the Empress's resilience can't be compared to ordinary people." She had long had experience in her previous life.

Previously, Zong Cong had also proposed for Pan'er to take over the mess that was the Mid-Autumn Festival, but she had rejected it. She only shrugged it off, saying that the Empress might be fine, and Zong Cong knew that in her heart that she didn't want to risk her head again, so he didn't say much. However, they were both aware, even if Empress Chen's Feng phoenix body was unwell, she would force herself to manage it no matter the consequences.

Feng Hai also mentioned this to Pan'er before,to let her make preparations, Pan'er only told him to wait and see, and as expected, she was proven right.

"Since the Empress has recovered, how things should be done in the future is the same as before, don't grow arrogant because of that day, if someone causes trouble I will definitely not forgive him." Pan'er said.

"Your Highness need not worry, slave will definitely take note of your words."

Empress Chen's speed of convalescence was out of everyone's expectation. However, thinking about the Mid-Autumn Festival that was about to come, one could understand why she was able to get well so quickly.

When Empress Chen brought the concubines to greet Dowager Empress Fu after she recovered from her illness, Dowager Empress Fu looked at her, her attitude had not changed much, and said, "As long as the Empress is well, don't work too hard, and if you need to let the following people do something, let them do it, with so much going on in the palace, if you have to do everything yourself, it's no wonder that you will exhaust your body."

"Thanking empress mother for her concern."

This mother-in-law and daughter-in-law were saying polite words one one side, on the other side, concubine Li almost spit out the sip of tea she'd just taken.

She hurriedly took a handkerchief and pressed the corners of her mouth, and glanced at the Empress Dowager and the Empress, why did she feel that the Empress Dowager's words had an underlying meaning?

Thinking wildly, she looked again at Noble Consort Su who was sitting in front. Pan'er naturally didn't see Concubine Li's eyes, below her sat Hu Shufei, seeing Hu Shufei's haggard look, Concubine Li took the opportunity to put her tea cup down on the table in the gap between them and whispered, "Shufei shouldn't be worried, your father will definitely be fine." Hu Shufei glanced at her and pulled the corner of her mouth, sort of acknowledging it with a smile.

In fact, if one thinks about it, with Hu Shufei's character of being concerned about the chaos in the world, this time when Empress Chen lost so much face, she was not jumping up and down to watch the fun, which was really unusual.

Empress Dowager Fu naturally also noticed this point, and so when she finished talking to the Empress, she then turned to Hu Shufei and said: "Shufei must be very worried about General Hu, you can rest assured that the Emperor has sent the imperial envoys to the border, this time, accompanied by two imperial physicians, General Hu will certainly turn out to be in a safe condition."

"Thanking Empress Dowager, thanking His Majesty for your great kindness."

There was a grateful smile on her face and her mouth was saying the same thing, but Hu Shufei's heart was very bitter.Her father was injured while fighting against the Jin people, when the Jin people attacked Datong, her father chased them out of the city in a hurry, and unfortunately he was ambushed by the enemy, so he fell off his horse and was injured. Although fortunately his life was saved, but the person had not yet woken up.

Whether he gained glory or not was secondary, the important thing was the person, and even if he woke up, for a while certainly would not be able to lead the troops. Datong is one of the nine important towns by the border, the Jin people this year chose Datong as a breakthrough, certainly not without an underlying plan.

The court could not wait for her father to recover, and would certainly send another general to take command. This time his majesty sent an envoy in the name of praising her father, but in reality the intention was changing the generals, but he acted concerned about her father's face before sending the degree to the outside world.

Obviously these words are not appropriate to say.

On such occasions, the palace had always been a place where the powerful stepped on the weak, seeing others lose power, people would rush to kick them while they were down, fortunately, the Empress was only concerned about fighting with Su Guifei, and did not have any mind to concern herself with her, or else who knew how much humiliation she would have suffered.

They did not press Hu Shufei too much, aside from asking about the well-being of her family out of politeness, for the rest of the palace, in the end, her tragedy was just a small matter.

Soon the Mid-Autumn Festival was coming, the palace once again returned became lively.

#mtl #yingchong

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mamun52 · 4 months

Text

Why did Hema turn around again?

Hou Yi’s words are not an exaggeration.

If starting a business is to sort out the inside first and then conquer the outside, Hema has only been able to completely sort out the inside HE Tuber nine years after it was founded.

Since its establishment, Hema has tried more than 10 business formats, including Hema F2, Hema mini, Hema Neighborhood, Hema X member store, Hema Outlet, Hema Premier and so on.

Trying means unknown results. According to public data, Hema lost about 3 billion yuan in the first quarter of 2021 alone. It was not until January 2023 that Hou Yi issued an all-staff letter, officially announcing that the main business Hema Xiansheng had achieved profitability; in April of the same year, He said in an interview with the media that Hema has achieved full profitability in the fourth quarter of 2022 and the first quarter of 2023.

If what Hou Yi said is true, it will be even more critical for Hema to hold on to this hard-won result. Especially in the face of severe competition, Hema needs to prove itself with sustained profits.

In May last year, Alibaba stated in its financial report that the Alibaba Group's board of directors approved the launch of the listing process for Hema, which is expected to be completed within the next 6 to 12 months. But soon, news came out frequently that Hema's IPO might press the "pause button."

Alibaba said in its third-quarter financial report that Hema's initial public offering plan is on hold while the group is evaluating market conditions and other factors necessary to ensure successful project implementation and enhance shareholder value.

On the other hand, according to data from the National Bureau of Statistics, in November 2023, the national consumer price dropped by 0.5% year-on-year; on average from January to November, the national consumer price increased by only 0.3% compared with the same period last year.

“Price reduction” has become the unified theme online and offline.

Online, JD.com and Taotian have both given up their positioning of focusing on the urban middle class/white-collar population and embarked on the path of low-price strategies; last year’s Double 11, major e-commerce platforms, MCN companies, and anchors also all aimed at “the lowest prices on the entire network.” The dispute over "price" was fierce.

Offline, in the face of the explosive trend of Mixue Bingcheng stores with more than 20,000 stores, consumer brands such as Heytea and Nayuki's Tea have also launched low-priced beverage series.

Similarly, in the supermarket format, not only Hema and Sam's are engaged in a price war, supermarket chains such as Yonghui, Wal-Mart, and Carrefour have also lowered their product prices.

It can be said that Hema and many supermarket brands have also reached a time when they have to change.

Today's low-price strategy has the meaning of "a strong man cutting off his wrist" for Hema, and can even be called a "key move" for Hema. But can this move bring Hema back to life?

3. If the giant changes direction again, what are Hema’s chances of winning?

The low-price strategy has indeed attracted consumers' attention to Hema, but if Hema wants to achieve and maintain full profitability in the short term through "discount reform", how far is the journey ahead?

On the one hand, it will still take time for Hema to shift to a low-price strategy. Since Hema's discount reform was officially launched in October last year, its relationship with its suppliers has attracted widespread attention from the outside world. At the end of December last year, Wang Xiaolu announced that he would stop cooperating with the Hema system because he was dissatisfied with the discount reform. It is emphasized that "the price is the lifeline of the company and dealers, and selling in violation of the price is harmful to everyone's common interests."

Many other brands have also become dissatisfied with Hema, including mid-to-high-end tea consumer brand Chabiubiu. Its founder once issued a long article to denounce Hema, saying that since October 21 last year, Hema’s products have been removed from the shelves, and tens of thousands of boxes of goods have been required to be removed within a time limit; he then accused Hema of unilaterally removing inventory products. The price was reduced from 79 yuan/box to 39.98 yuan/box, causing many customers who had placed orders at high prices through other channels to ask for refunds.

On October 20, 2023, Gu Guojian, a professor at Shanghai Business School, published an article on the public account and revealed that because Hema’s low-price strategy has destroyed the market price system, big brands have begun to suspend and cut off the supply of Hema, and carry out a “strangling” style of encirclement and suppression. ".

This is a problem that Hema must face with its low-price strategy,

but fortunately Hema does not seem to care about the "breakup" of the partnership. It is said that Hou Yi not only forwarded Professor Gu Guojian's article, but also revealed that because of selling a certain milk product at a discount, , Hema has been "banned across the entire network" by the dairy company, adding that this does not affect Hema's determination to promote discounts.

This also shows Hou Yi's determination in reform and his confidence in future victory.

However, the discount reform is just the beginning. Hema will continue to implement the low-price strategy in 2024. According to Sina reports, Hema’s goal is to streamline the number of Hema’s SKUs from the existing 8,000 to about 5,000. . This data means that Hema Fresh will be closer to the two major benchmark brands in the future - Sam's Club's SKUs are controlled at about 4,000 all year round, and Costco's is even less, about 3,700.

Hou Yi also said that in the future, Hema will implement the "753" price system, that is, KA products are 30% off the market price, private brands are 50% off the market price, and late-issue products are 30% off the market price.

A large number of SKUs were "eliminated", and the prices of branded products were discounted by 30%. This was too fast and too fierce. It is understandable that such a strong medicine would make it difficult for partners to resist in a short time.

For Hema, this may be a strategic shift decision, but what is involved behind it is the interests of the entire industry chain. It is difficult for many brand owners to respond to the new price system and supply requirements with a single order, so they can only "resist" by suspending or cutting off supply.

It can be speculated that if Hema cannot smooth out the cooperative relationships with many brand merchants in the supply chain in a timely manner, and does not even care whether they are willing to continue to cooperate with them in the future, it will have an adverse impact on its long-term development.

From another perspective

the discount reform currently implemented by Hema has become a standard feature in the consumer field, rather than an exclusive advantage.

First, Sam's, which is fighting against the "mountain-moving price", is also implementing discounts. Zhang Qing, chief purchasing officer of Sam's Club China, recently told the media that in the last 12 months, Sam's invested nearly 1 billion yuan in cost reinvestment in product prices, allowing dozens of products that members purchase daily to achieve long-term price reductions.

At the same time, other domestic supermarkets are also lowering their prices. Under this industry trend, it is difficult for the discount reform to bring any exclusive advantages to Hema.

Secondly, the sudden rise of real-time retail will also have a huge impact on the domestic supermarket industry. On December 1, 2023, Meituan Maicai quietly changed its name to "Little Elephant Supermarket" and launched a series of price reduction promotions; recently, platforms such as JD Daojia and Ele.me have also made frequent moves in the direction of instant retail.

For Hema, in the current discount reform, its competitors are not only supermarkets such as Sam, Yonghui, Carrefour, and Wal-Mart, but also Xiaoxiang Supermarket, JD Daojia, Tmall Supermarket, Duoduo Maicai, and Dingdong Maicai. and other online platforms.

Hema is currently facing a very complex situation, which is a great test of the strategic determination and execution ability of the helmsman. However, reform will inevitably have pains. What is the chance of Hema winning? It can only take a long time to see the results of the change. At this time, any It's too early to draw any conclusions.

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