标签： 上海龙凤1314
Demystifying MCN： online celebrity’s ＂Pushing Hands Behind Big Red and Big Purple＂
A MCN organization shows the mobile phone matrix of automatic brushing in the front hall. Photo courtesy of respondents
"From the perspective of content, there are too many commercial implants, and I think this is very bad." Chen Xin is still fighting for himself. Because of his inner anxiety, his hands are unconsciously pinching his fingernails.
"As I said before, business cooperation is up to us. Whether I listen to you or you listen to me, you must make it clear!" The other side has a tough attitude and has no intention of giving in.
Weibo V Chen Xin, who has nearly 5 million fans, is a gentle post-90s boy in his life, and often records his beautiful life with his lens. What I just called was an MCN institution that he signed in the summer of 2019.
The two sides have differences on whether the video related to the theme of the epidemic is commercially implanted, and even have to go to court. Chen Xin never imagined that this contract, which was hastily signed last year, would make him so passive and even face millions of yuan in damages for breach of contract.
Born in foreign countries, MCN(Multi-Channel Network), commonly known as online celebrity broker, has grown in China and formed a certain "local characteristics" — — Not only engaged in online celebrity screening and incubation, but also undertake a series of chain work such as content development and management, platform resource docking, commercialization cooperation and realization.
To put it simply, MCN is online celebrity’s "driving force behind the great success". At present, over 90% of online celebrity have signed MCN institutions.
According to the statistics of the Ministry of Commerce, in the first quarter of this year, China’s e-commerce live broadcast exceeded 4 million. The live broadcast of goods grows like wild grass, the sales figures of super online celebrity are common, and the live broadcast experts have become "walking shelves", and MCN institutions with many online celebrity resources are sought after by capital. At the same time, disputes between online celebrity and MCN institutions frequently occur, and MCN institutions are repeatedly exposed with uneven levels and many "pits" in internal water depth.
Is online celebrity’s economy taking off in the wind or a flash in the pan? How many bubbles are there behind a hot mass? How can participants avoid the "pit" to get out of trouble? Xinhua Daily Telegraph reporter conducted an investigation.
It is better to sell aquatic products than to raise online celebrity, and the individual organization runs into the market.
The epidemic has had a huge impact on the film and television industry, and many companies have transformed into MCN. A large number of organizations and individuals run into the stadium, which is related to the low threshold for applying to settle in various live broadcast platforms.
The MCN organization signed by Chen Xin is located in Shenzhen, which was established in 2017 with a registered capital of only several hundred thousand.
According to the data of Sky Eye Survey, there are currently more than 17,000 online celebrity live broadcast related enterprises in China. In terms of geographical distribution, Zhejiang ranks first, followed by Liaoning, Guangdong and Jiangsu.
The COVID-19 epidemic has made by going up one flight of stairs, a popular live broadcast industry. More and more entrepreneurs find the business opportunities hidden in it, and they want to seize the limelight by running into the market.
Statistics show that since March, the number of monthly registrations of live broadcast-related enterprises has hit record highs. It reached 2,877 in May alone, an increase of 684% over the same period in 2019.
"We originally planned to do little seafood, and the factory decoration has been completed by 90%. Now I plan to tear it all down and switch to a media company. " Speaking of his own road to transformation, Brother Cen is particularly proud. Up to now, the first floor of the factory is still storing cold storage and shipping aquatic products, and the upstairs has all been transformed into the office area of the media operation team.
Cenge’s trading company was established in 2008, and it caught the wind of e-commerce, with sales exceeding 20 million yuan that year. But he believes that the bigger the traditional business is, the faster it will die.
"In 2011, I distributed high-end seafood, and the inventory accounted for 50 million yuan, of which 20 million yuan was still a loan. I need to stock up the goods throughout the year in a fishing season. In case you meet a ‘ Black swan ’ The event, the collapse is a moment. " Seeing that peers have closed down under the epidemic, Brother Cen has a lingering fear. "It’s still a good turn for the project ship with light assets."
One person, one mobile phone, the ultra-low cost has given countless people the dream of being a online celebrity, and realizing commercial realization by using these dreams is the new direction of Brother Cen. He has begun to declare that he is the owner of MCN organization with "over 10 million fans".
Brother Cen’s transformation has influenced a friend who originally made a car modification. After the Spring Festival this year, this friend also formed a new media team, and there are also a matrix of more than a dozen accounts.
Among the institutions in transition to MCN, film and television companies are particularly eye-catching. The epidemic has had a huge impact on the film and television industry, and many companies have tried to save themselves, including the transformation to become MCN. In addition, industry leaders such as Huayi Brothers and Wanda Media have also increased their MCN business.
Li Xiang is a post-80 s film and television industry practitioner. He didn’t start work in the first four months of this year. A video released in May became popular, which attracted him a 60,000-yuan advertising order. He said, "Many companies and film and television bases can’t start work this year. In contrast, MCN’s business is more stable." For film and television companies, MCN is more like an extension of business, which has accumulated in content production and artist training.
In addition to the film and television industry, there are a large number of educational institutions that have transformed into MCN. Different from strong entertainment projects such as games and chats, the core value of educational content lies in the effect. High-quality content will establish a strong trust relationship with fans and further realize the realization of C-end business. As early as 2017, Weibo Education, a subsidiary of Sina, launched the MCN cooperation program, with nearly 100 cooperative institutions, covering various fields such as postgraduate entrance examination, CET-4 and CET-6, civil servants, department examination and studying abroad.
Since the beginning of this year, Yu Minhong, Chairman of New Oriental Education Technology Group, has also given many live lectures on platforms such as Aauto Quicker and Tik Tok. According to the statistics of iResearch, the total turnover of educational products sold through short video platforms in 2019 reached 11.75 billion yuan.
At present, Aauto Quicker, Tik Tok, bilibili and other platforms have launched cooperation plans with educational institutions. In November last year, Aauto Quicker announced that it would take out 6.66 billion traffic to help start educational accounts; In February of this year, Tik Tok’s Byte Department short video joint education and training institutions and public schools launched the "home class" project; In February this year, bilibili launched the "Non-stop Learning" course to provide flow support and cash rewards for UP owners.
People from all walks of life are pouring in. According to Tianyancha data, as of July 6, according to the industrial and commercial registration, there are 9,284 new live broadcast related enterprises in China this year, which has exceeded the number of such enterprises added in the whole year of 2019.
A large number of institutions and individuals run into the stadium, which is related to the low threshold for applying to settle in various live broadcast platforms. To become a resident of MCN in Aauto Quicker, you only need to submit three original signed authors, one of whom has more than 2,000 fans, and the author has updated more than three works within two months; To become an MCN organization in Tik Tok, you only need to sign five live broadcasters under the company’s banner, and the total number of fans will exceed 10,000.
Batch incubation becomes easier, but it is more and more difficult to realize it.
The Matthew effect of the industry is becoming more and more obvious. All kinds of resources are tilted to the head of several large companies, and it is increasingly difficult for small and medium-sized institutions to make money. "It seems to be ‘ Blue Ocean ’ The market, in fact, has ‘ Red to black ’ "
"The so-called online celebrity, to put it bluntly, is just a matter." Kai Ge, an employee of MCN in Beijing, bluntly said, "It is to build ‘ People set up ’ It is different from ordinary people, and netizens like to watch different content. "
In the fast-paced era, a short video of 15 seconds, if the first 3 seconds are not attractive enough, users will take it away. "We speak ‘ Three seconds is life and death, and seven seconds is a turning point ’ Law, what is needed is the sense of contrast of strong visual impact. Pursuit makes people sigh involuntarily after reading it ‘ I’ll go ’ ！” Brother Kay said.
He takes Chen Yufu, an online celebrity who shows off his wealth, as an example. Every day, he wears 26 kilograms of gold to go out. Under a big gold chain with a diameter comparable to that of walnuts, he hangs a gold medal the size of a brick, glittering from head to toe. Such a high-profile and luxurious dress has attracted Chen Yufu’s attention and even attracted police investigation. In fact, all the gold worn by Chen Yufu is fake.
"The words and deeds that are out of place really catch the eye, but it is easy to roll over if you don’t grasp it well." Brother Kai knew online celebrity, who was set up by an elite, and rented a mansion of hundreds of millions of yuan to shoot videos. As a result, keen netizens found out that this house had appeared in many people’s videos.
Sensory stimulation is the primary way to absorb powder, and the platform also knows this. For example, if you register as a new user in Tik Tok or Aauto Quicker, the system will automatically push eye-catching content. First, catch the user staying on the platform, and then push the content according to the user’s viewing habits.
"Big data will not deceive people. What do you like to watch? It is clearer than your mother." Brother Kai said half jokingly, "There is an indicator called ‘ The broadcast completion rate ’ Even if the user doesn’t comment, like or collect, but a video is not finished, it can’t be faked. When the platform algorithm knows that you love watching this kind of video, it will be easier for you to brush the same type of work. "
In the face of massive choices, netizens are prone to aesthetic fatigue. Therefore, if you want to capture users for a long time, you have to rely on excellent content.
Kai Ge said that before incubating online celebrity, they first examined the character and personality to avoid the collapse caused by too many negative news; Secondly, look at the external and internal advantages or characteristics. Externally, such as height and face value, can people remember instantly? Internally, it refers to knowledge and experience, or whether they have mastered a skill. "Don’t force both inside and outside, just have one specialty."
Do a good job of positioning and shooting a good video, but what if it still doesn’t work? There is still a way.
"20,000 plays +150 live likes +30 forwards +15 live comments, just 28 yuan!" The reporter contacted Wechat business, a Tik Tok promoter, randomly selected a short video with vibrato, and bought this 28 yuan package online. Sure enough, the promised effect was fulfilled within the scheduled time.
The Wechat business also received the "popularity in the live broadcast room" business: "5 real people interact for one hour" charges 50 yuan, "10 robots brush for 3 hours" charges 40 yuan … …
298 yuan is the quotation of the brushing system he recommended to reporters. "It only needs a mobile phone to run, and then you can take orders yourself, or you can sell this system and continue to recruit agents." The Wechat business also revealed that many institutions are also using this system, "saving money for personal use and making money by helping others brush."
There is also a video mass production system, which can manage hundreds of accounts by one person, but the cost is high: the system supporting 32 mobile phones costs 19,200 yuan, the system supporting 96 mobile phones costs 38,400 yuan, and the maintenance cost is 3,000 yuan per year in the later period. This is only the software part, and the hardware mobile phone and SIM card have to be purchased by themselves.
After thoroughly studying the platform algorithm, user psychology and powder-increasing channels, it is no longer difficult to mass-produce online celebrity. The reporter interviewed a number of MCN institutions, without exception, the office area has two walls. One wall is covered with photos of its online celebrity, called "online celebrity Matrix", which is convenient for merchants who come to negotiate business to choose; A wall is covered with mobile phones to show the power of the brush system.
At present, there are three ways to change online celebrity: advertising, bringing goods and rewarding. The specific division depends on the contract, and the bargaining power of different people is different. The most common one is the three-seven-open, and the institution takes seven.
Some people envy online celebrity for getting "hundreds of millions of sound waves" in one night’s live broadcast. According to the rules, it is tens of millions of yuan. "But none of the hundreds of millions of sound waves are brushed up by bits and pieces, and there are institutions behind them. It is impossible for all the money to go to the anchor, but if the anchor has a good ranking, it can improve the bargaining power. " Brother Kai borrowed a line from the movie to describe it, "The money of the gentry is returned in full, and the money of the people is divided into three or seven parts."
The reporter’s investigation found that a standard team in online celebrity should consist of at least six people: a clothing supervisor, a designer, an assistant, a make-up, a cameraman and a new media operator. After one year, at least one million yuan needs to be invested, and it may not be realized. Therefore, the current MCN institutions have been much more cautious when incubating online celebrity.
In addition, the Matthew effect of this industry is becoming more and more obvious, and all kinds of resources are tilted towards online celebrity, the head of several large companies, making it more and more difficult for many small and medium-sized institutions to make money. Brother Kai thinks that the market that individuals seem to be "blue ocean" is actually "red and black".
"Juicer scam", bragging cost is a PPT.
"It is very common to spread the net to hoard the author by painting a pie with empty gloves. It is possible not only for pheasant MCN company, but also for large and medium-sized MCN, but the probability of the former is higher."
At present, most MCN organizations adopt the strategy of "casting a wide net", looking for "Xiaobai" who has certain creative ability and a small number of fans but has potential for growth. They try their best to sign up for their own companies and get as many as they can.
After recruiting, they are basically free-range, and whether they can be popular depends on nature. If you are red, you will earn, and if you are not red, you will lose.
When signing "Xiaobai", institutions will boast about how they have channels, strength and matrix, and how many online celebrity are hatched by themselves. After all, it is not easy to verify, and the cost of bragging is a PPT.
This is the case with the MCN organization that Chen Xin met. "At that time, several institutions wanted to sign a contract with me, but this institution was more active and spoke very well."
He signed the contract without a field trip. "This institution was in Shenzhen, and the contract was signed directly online. Now I have to go to court, I have never even seen their faces. "
Chen Xin recalled that after signing the contract in April last year, the other party seemed to disappear. All his videos are planned, scripted, copied, filmed, edited and subtitled by himself. Just after he rose to 1 million, the boss of this organization suddenly appeared in the WeChat group chat, and began to evaluate Chen Xin’s unprofessional video production. Then he turned the topic to the business list and asked Chen Xin to advertise and implant, and the commission was divided into three or seven parts.
During the epidemic this year, it was very risky to go out and run around. The company didn’t provide any protective measures, only saying "You should pay attention to safety", which made Chen Xin feel very chilling. On the other hand, if he makes money from this blog, he feels that it is tantamount to "eating human blood steamed bread", which is the reason for his real inner resistance.
In the face of Chen Xin’s refusal, the company took out the contract at that time. To put it bluntly, "the liquidated damages can’t be less, and the highest value is 3 million."
Chen Xin, a little desperate, even thought of giving up making short videos. After calming down, he wanted to find a job, or go to school again, and dragged this matter to the epidemic by the word "drag", which was also rejected by the company.
There are not a few people like Chen Xin. Zhou Ling, a 90-year-old designer in Shanghai, is ready to fight a lawsuit for three years. Her father carried these jobs for her. "It is particularly distressing to see my father in his fifties driving from Shanghai to Hangzhou with his luggage again and again."
For many online celebrity or bloggers, if they want to take the road of commercialization, MCN can hardly avoid it. Like Chen Xin, he only has experience in making content, but he doesn’t know anything about business cooperation and signing contracts, so he needs the assistance of MCN.
"It is very common to draw a big cake with empty gloves, not only pheasant MCN company, but also large and medium-sized MCN, but the former is more likely." Brother Kay is not surprised by this situation.
Huang Han, another slightly experienced bilibili UP owner, is much more cautious about the contract. He described it to reporters as a "juicer scam". In April this year, Huang Han was invited to talk to the MCN company that wanted to sign him. "In a Zhongchuang Industrial Park, the scale is very small, that is, two offices were rented."
The basic content of the contract, Huang Han has no salary, he is responsible for making the video and bears the cost of the video himself, earning 37 points, and the video copyright belongs to the company.
The organization does not give nothing, but will give a so-called operation teacher, who is responsible for "monitoring and analyzing data and observing hot trends on the Internet". To put it bluntly, it is to look at the background data and then brush the hot search every day.
"This kind of operation teacher is usually a female college student who just graduated, and it is not one-on-one. At least it will be a teacher of twenty or thirty bloggers." Looking at these terms, Huang Han felt that if he signed it, he would send himself into the juicer and then respectfully send it to others.
What content creators need most is traffic, which is also the biggest help that organizations can give. When Huang Han asked what resources could be provided, the person in charge of the organization began to talk about him, talking about vision and the future, but not about resources.
Then the person in charge of the organization also talked about the reward mechanism: once the contract is signed, Huang Han can introduce other bloggers to sign the contract, so he can take 15% from the blogger’s income, and Huang Han can get 15% from the bloggers who introduce the contract later.
As an adult, he rationally controlled his emotions, but he just exclaimed: "Wow, you can introduce the concept of pyramid selling into MCN format, which is also an innovation!"
"bonus hunter gave other sheep from us, so what happened to you?" Since then, Huang Han has not considered cooperation with MCN institutions.
Online celebrity’s training courses are hot, and there is no shortage of leeks and knives
Inspired by getting rich overnight, many people flocked to this outlet. Because incubating online celebrity burns money and consumes energy, some people in the industry are eyeing online celebrity training courses.
Any industry is hot, and when cutting leeks, the sickle is the sharpest.
The first wave of cutting leeks: earning tuition.
Inspired by all kinds of grassroots who get rich overnight, many people have poured into this outlet. However, because incubating online celebrity consumes energy and money, some people in the industry are eyeing the training courses in online celebrity.
"Ten years ago, you missed Taobao. Five years ago, you missed Wechat business. You must not miss the 2020 short-sighted frequency band. If you want to realize short-sighted frequency band goods, contact us to provide you with one-stop professional services. Zero foundation, zero fans, no traffic, no source of goods, no team, can also quickly become a master of goods … …”
The reporter left contact information behind this short video. The next day, he received a phone call from the MCN organization in Shenzhen, saying that adding WeChat can learn short video creation.
After the reporter added the WeChat of the course consultant, he could receive the live course links at 3 pm and 8 pm every day. The identity of the speaker is either the dean or the founder. The opening remarks always say that he is very busy at ordinary times. "That is, I have time to give lectures to you today, and all the students who come to attend classes today have earned it!"
The content of the course is all kinds of cases of becoming popular and getting rich. This account has realized 100,000 yuan in three months, and that account has achieved 500,000 fans in one month. From time to time, it "stimulates" the audience with the voice of chicken blood: "All the resources are given to you. Can you make money? Students who can type on the screen ‘ Neng ’ Give me the word! "
The one-and-a-half-hour course, in the last half hour, began to get down to business and urged the order: "I only accept five disciples today!" These five people can accept my personal guidance and enjoy today’s preferential price of 3980 yuan. After today, even with the help of ordinary teachers, the price will return to 5980 yuan. There is still the last half hour, and there are not many places! "
At the same time, the course consultant will keep urging, "What are you hesitating about? Such an opportunity is only available today. " Many netizens reported that they didn’t respond after paying the money, vowed to collect the money, and turned their heads silently.
The second wave of cutting leeks: earning kickbacks.
There is another organization that promises to "take you to fly", which seems to be more reliable. For example, promise to build your personal account to 100,000 fans in one month. If it is not up to standard, it will be refunded in full, and the entry of company transfer will be added, which seems to increase a lot of credibility.
However, after the establishment of personnel, the contractors will be provided with various talented teachers and training courses on the grounds of upgrading their skills. The expenses will be borne by individuals, and the institutions will be busy earning kickbacks and commissions. There are also institutions that love to sign female anchors. After signing, they say, "You have a disharmony in an organ on your face, so you need to have a cosmetic surgery", and then recommend a cooperative beauty agency, and the cost of the surgery will be borne by yourself.
The third wave of cutting leeks: earning spreads.
Some MCN organizations use the "shell" of the contract with goods to do the business of "interest-free storage". The merchant signed a contract with MCN to bring the goods, and the merchant paid a service fee of 300,000 yuan and signed a three-month contract to bring the goods. MCN promises a full refund without commission if it fails to meet expectations within three months. When the merchant heard it, it was "very cost-effective", but by the time the contract was fulfilled for one month, there was no sales of the goods at all. The merchant wants a refund, but the contract has not expired, so he can only wait. At the expiration of three months, the MCN organization will definitely return the money to the merchant, and during this period, he will not sell any goods.
According to industry analysts, this MCN organization may have signed dozens or hundreds of similar contracts. Calculated by 10 copies, this fund deposit is 3 million yuan. He won’t really bring you goods, but will only use the merchant’s money to invest and earn interest. If the money he invested has not come back in three months, he will use the re-signed contract to pay back the money of the top 10 companies.
Recently, the Ministry of Human Resources and Social Security officially released nine new jobs, including "Internet Marketer", including "Live Salesman". For those who want to enter the business, Brother Kai suggested thinking clearly about two questions: "First, who am I, and what does the other party want to package me?" Second, who they are, what qualifications they have, and why they have the ability to package me. " And we must choose a big company with credibility to cooperate with, and don’t sign a contract by imagination.
Since February this year, many local officials, academicians, university professors, etc. have organized groups to carry out "live broadcast to help farmers" activities on the Pinduoduo platform. Mao Yufeng, who is in charge of docking activities, told reporters that in Pinduoduo’s live consumption poverty alleviation model, there is no MCN agency as a middleman, and these goods-carrying groups are also "voluntary labor", with no "pit fees" and no commission. This is a relatively simple model in several platforms.
Because the industrial chain is complex, network anchors, content publishing platforms, product suppliers and other related participants lack clear management standards and supervision mechanisms. Faced with the irregular phenomenon in the early stage of industry development, China Business Federation issued a notice, asking its subordinate media shopping professional committee to take the lead in drafting and formulating two standards, namely, Basic Standards for Operation and Service of Video Live Shopping and Evaluation Guide for Online Shopping Credit Service System. This will be the first national standard in the industry.
The formulation and implementation of the two standards will help to guide and standardize the development direction of China’s live shopping and online shopping industries, put an end to chaos in the live broadcasting industry, reshape the industry ecology, improve the technical management level of the new retail industry, and safeguard the interests of consumers.
Hu Xianzhi, a doctoral supervisor in the Public Administration Department of the Central Party School (National School of Administration), suggested that the regulatory authorities should gradually improve the compliance requirements for this industry and help the industry develop healthily. MCN institutions should actively respond to the requirements of national laws and government regulatory agencies in terms of qualification filing, content compliance, live broadcast delivery compliance and intellectual property compliance, so as to develop healthily and in the long run.
(Xinhua Daily Telegraph reporter Liu Yuyu Some of the interviewees are pseudonyms)
Ministry of Industry and Information Technology： EU countervailing investigation will seriously disrupt the global automobile industry chain
China news agency, Beijing, November 14 (Reporter Liu Yuying) The European Union launched a countervailing investigation on electric vehicles in China in October. The relevant person in charge of the Ministry of Industry and Information Technology of China expressed strong dissatisfaction with this, and said that "this will seriously disrupt and distort the global automobile industry chain supply chain, including the European Union, and harm the interests of European consumers".
In the first three quarters of this year, China exported 825,000 new energy vehicles, up 1.1 times year-on-year, which greatly enriched the global consumers’ choice of car purchase, and boosted urban transportation to accelerate the green and low-carbon transformation.
According to the person in charge, as of the first half of the year, China automobile enterprises have invested and set up factories in more than 10 countries and regions around the world, and power battery enterprises and key materials enterprises are also accelerating the overseas cooperation layout, which has injected strong impetus into the development of global new energy automobile industry. China is deeply involved in international standards cooperation. Up to now, 35 new energy vehicle standards in China have been adopted by many countries and regions.
Automobile industry is a typical global industry, which can not be separated from the division of labor and efficient cooperation of enterprises in various countries. The person in charge said recently that the rapid development of China’s new energy automobile industry benefited from the global cooperation of technological innovation and the international cooperation of industrial chain and supply chain, and also injected a strong impetus into the green and low-carbon transformation of the global automobile industry.
"China-EU automobile industry cooperation has a long history, and they have formed extensive common interests with each other. All major European car companies have factories in China, and China has become the largest overseas market for many European car companies. The implementation of countervailing investigations by the European Union is neither in line with the international trade rules of the World Trade Organization (WTO) nor supported by sufficient evidence. Fair trade ’ The fact that a famous bank protects its own industry will seriously disrupt and distort the supply chain of the global automobile industry chain, including the European Union, and harm the interests of European consumers. " The person in charge said.
China’s Ministry of Industry and Information Technology suggested that the EU should listen to the voices of the industry extensively, support the industries of both sides to jointly maintain the stability of the supply chain of the automobile industry chain and better work together to meet the challenges of global climate change. China will support the breakthrough of technological innovation, promote the coordination of standards and regulations, strengthen the guarantee of factor resources, promote the interconnection of infrastructure, and promote the stronger, greener and healthier global development of the automobile industry. (End)
The National Copyright Administration announced ten major copyright events in China in 2017.
People’s Daily Online, Beijing, March 5 (Fu Changchao) The reporter learned from the National Copyright Administration that "Ten Major Copyright Events in China in 2017" were released to the public today. The ten major events selected by the National Copyright Administration are:
First, favorable policies for copyright in the new era have been continuously introduced.
The report of the 19th National Congress of the Communist Party of China pointed out that it is necessary to "advocate innovative culture and strengthen the creation, protection and application of intellectual property rights", and established the general tone of intellectual property work in the new era, including copyright, and the situation of copyright work continued to improve. In January, the State Council issued the "Thirteenth Five-Year Plan for the Protection and Utilization of National Intellectual Property Rights" and the National Copyright Administration issued the "Thirteenth Five-Year Plan for Copyright Work"; In November, the first meeting of the 19th Central Deep Reform Group deliberated and adopted the Opinions on Strengthening Reform and Innovation in the Field of Intellectual Property Trial. A series of macro-policies have been introduced one after another, which have injected strong impetus into the development of China’s copyright cause and provided guarantee for building a copyright power and an innovative country.
Two, the National People’s Congress Standing Committee (NPCSC) to carry out copyright law enforcement inspection.
In 2017, the National People’s Congress Standing Committee (NPCSC) carried out law enforcement inspection of copyright law. Vice Chairman Wang Chen and others personally led a team to Beijing, Shanghai, Fujian, Guangdong, Qinghai and other five provinces and cities to carry out inspection. At the same time, the Standing Committee of People’s Congress of ten provinces, autonomous regions and municipalities, including Tianjin, Hebei, Inner Mongolia, Shandong, Henan, Hubei, Hunan, Chongqing, Guizhou and Sichuan, was entrusted to inspect the implementation of copyright law within their respective administrative regions. This is the largest law enforcement inspection since the implementation of the copyright law in 1991, which is of great significance to enhance the copyright awareness of the whole society, improve the level of copyright protection, promote the development of copyright industry and promote the revision of copyright law.
Three, the National Copyright Administration to promote the continuous improvement of online music copyright order
Since focusing on rectifying the copyright order of online music in 2015, in view of the phenomenon that grabbing exclusive copyright and driving up copyright licensing fees are not conducive to the wide spread of music works and the healthy development of online music industry, in September 2017, the National Copyright Administration interviewed major online music service providers and domestic and foreign music companies, demanding full authorization of online music works, avoiding exclusive authorization, guiding and exploring the establishment of a good online music copyright authorization and operation model in line with market rules and international practices, and jointly promoting the prosperous, healthy and orderly development of online music. The major online music service providers responded positively and authorized each other, and the copyright order of online music continued to improve.
Fourth, the core copyright industry in China has developed rapidly
In 2017, news publishing, radio, film and television, software design, animation and games and other industries accelerated the integration and development of Internet technology, and promoted the rapid development of the core copyright industry. Among them, the movie box office exceeded 55.9 billion yuan, and Wolf Warriors 2 topped the list with 5.68 billion yuan; The overall operating income of the game industry was about 218.96 billion yuan, a year-on-year increase of 23.1%. According to the survey data of "Economic Contribution of Copyright Industry in China in 2016" released by China Press and Publication Research Institute, the copyright industry accounted for 7.33% of China’s GDP in 2016, of which the core copyright industry accounted for 4.58% of GDP, accounting for 62% of all copyright industries, with an average annual growth rate of 13.4%. The rapid development of core copyright industry has played an important supporting role in promoting China’s economic and cultural development.
Five, "Sword Network Action" highlights the outstanding role of protecting online copyright.
In 2017, the National Copyright Administration, the National Network Information Office, the Ministry of Public Security and the Ministry of Industry and Information Technology jointly launched the 13th "Jianwang 2017" special campaign to crack down on online infringement and piracy. Copyright law enforcement and supervision departments at all levels, together with the departments of Internet Information, Industry Information and Public Security, inspected 63,000 websites, shut down 2,554 infringing and pirated websites, deleted 710,000 infringing and pirated links, collected 2.76 million infringing and pirated products, placed 543 cases on file for investigation, investigated 57 criminal cases involving 107 million yuan, and released 20 typical cases of online infringement and piracy to the public. Since the "Sword Network Action" was launched continuously for 13 years, the phenomenon of large-scale infringement and piracy has been curbed, and the network copyright environment has continued to improve, increasingly highlighting the outstanding role of protecting network copyright.
Six, the establishment of 11 intellectual property courts nationwide.
In 2017, the Supreme Court approved the establishment of specialized intellectual property courts with cross-regional jurisdiction in 11 cities, including Nanjing, Suzhou, Wuhan, Chengdu, Jinan, Fuzhou, Qingdao, Hefei, Hangzhou, Ningbo and Shenzhen, so as to promote the unification of standards, scales and quality improvement of intellectual property cases. The establishment of 11 intellectual property courts has enabled China to form a "3+11" specialized intellectual property judicial institution consisting of 3 intellectual property courts and 11 intellectual property courts in Beijing, Shanghai and Guangzhou. This is of great significance to further improve the judicial protection system and strengthen the judicial protection of intellectual property rights, including copyright.
Seven, China news media copyright protection alliance was established.
News works are the core resources of news media, and the copyright protection of news works has been highly valued by all walks of life. On April 26, 2017, at the 2017 China Internet Copyright Protection Conference hosted by the National Copyright Administration, 10 central news organizations, including People’s Daily, Xinhua News Agency, CCTV and China Search, initiated the establishment of the "China News Media Copyright Protection Alliance" and issued the "China News Media Copyright Protection Alliance Declaration". In addition to the 10 sponsors of the alliance, 122 newspapers, periodicals, radio stations and television stations across the country issued the Statement on Strengthening the Copyright Protection of News Works, which clearly expressed their firm stance on safeguarding copyright. Subsequently, the National Provincial Party Newspaper Group Copyright Protection Alliance and China Financial Media Copyright Protection Alliance were established one after another, and the traditional media rallied to safeguard the copyright of news works.
Eight, software legalization to promote the development of software industry.
In 2017, the inter-ministerial joint conference on promoting the use of genuine software strengthened overall coordination, service guidance, supervision and inspection, and achieved new results in promoting the use of genuine software. Party and government organs at all levels purchased 1.277 million sets of operating systems, office and anti-virus software, and central enterprises and financial institutions purchased 2.4511 million sets of operating systems, office and anti-virus software. A total of 37,667 enterprises nationwide were promoted to realize software legalization. The inter-ministerial joint meeting inspected 389 units and 26,989 computers. Party and government organs and large and medium-sized enterprises took the lead in using genuine software, which played a good role in demonstrating and leading, promoted the continuous enhancement of software innovation ability, and the number of software copyright registrations increased substantially. In 2017, the number of software copyright registrations reached 745,400, an increase of 83% year-on-year; Revenue from software and information technology services reached 5.5 trillion yuan, up 13.9% year-on-year.
Nine, the role of judicial trial in copyright protection is increasing.
In 2017, the people’s courts effectively resolved all kinds of copyright disputes through the trial of cases, and the role of judicial trials in copyright protection continued to increase. For example, in the piracy case of Tencent v. Storm Company’s "The Voice of China (the third season)", the court found that Storm Company constituted an infringement and sentenced it to compensate Tencent for a single episode of over 1 million yuan and a total of 6.06 million yuan for six episodes, setting a new record for the compensation for a single variety show in Beijing. In the first-instance judgment of Netease v YY on copyright infringement and unfair competition, the court made it clear that live video games constituted copyright infringement of video games, and sentenced the defendant to compensate the plaintiff for economic losses of 20 million yuan, setting the highest compensation for online game infringement at present. With the increasing amount of compensation, the judicial protection of copyright is increasing.
Ten, artificial intelligence creation brings new copyright problems.
2017 is the first year of artificial intelligence, which plays an important role in news gathering, literary creation and other fields. In May, The Sunlight Lost the Window was published by Beijing United Publishing Company, which is known as the first poetry collection created by artificial intelligence 100% in human history. The emergence of a large number of artificial intelligence creations and the foreseeable rapid growth have triggered a heated discussion on the copyright and ownership of artificial intelligence creations, which has become a hot topic in the copyright theory circle in 2017.
Exclusive decryption of ＂The Legend of the Demon Cat＂, the forging of the ultimate beauty polished for 6 years.
Special feature of 1905 film network Chen Kaige’s "closed door" for six years has finally been released. Show for 6 daysThe total box office of this poetic and fantastic film has broken 300 million, and the single-day gold attraction is about 80 million. At present, it ranks second in the mainland box office list with 24.8% of the films, second only to the 12-day release..
From the word of mouth, many viewers think that the film still inherits Chen Kaige’s old habit of "split plot", but the artistic effect of the film is almost universally acknowledged and stands out.
Xiao Liang has long heard that more than 100 styles are designed for the director to choose from in a single pane in the film, not to mention how to shrink an Chang ‘an city nearly 10 kilometers long and 9 kilometers wide into a huge project of 550 mu of land.
Chen Kaige, on the other hand, is an unconventional director. Not only does he often communicate with fine arts with ancient poems on the set, but his standards should be "real enough to touch" instead of looking real.
This … … That sounds complicated enough.It is said that there is a member of the art group in the film who gave birth to all the children during the six years of creating the Legend of the Demon Cat.
In order to interpret the fantastic illusion of The Legend of the Demon Cat, Xiao Liang specially interviewed two production designer Tu Nan and Lu Wei in the film, revealing the art forging road of the film which lasted for six years.
The Legend of the Demon Cat production designer Tu Nan and Lu Wei
【Art style: combination of reality and reality, highlighting contrast.】
Friends who are concerned about Chen Kaige may know that The Legend of the Demon Cat is adapted from the novel Shaman Konghai by Japanese writer Baku Yumemakura. Chen Kaige condensed four books in 124 minutes, restoring the splendid Tang Dynasty in his heart and a sad and loveless relationship that originated from Yang Guifei.
When Chen Kaige adapted the novel, he kept the strong fantasy wind in the novel, thus creating a mysterious atmosphere in the film.
This atmosphere requires a lot of fine arts. Two production designer told me that the artistic style of "The Legend of the Demon Cat" is the most challenging.The "emptiness" lies in the style of the story itself, and the "reality" lies in the fact that the environment should be very real, so that the atmosphere of the film can be established. There must be a strong contrast between the real environment and the story style, otherwise the building will be deviant. If the plot overlaps with the environment, all the fantasies will be empty.
This also coincides with the idea of the original author Baku Yumemakura. Baku Yumemakura is a bibliophile. In order to write "Shaman Empty Sea", he has visited China for 15 times. From the address of Bai Juyi’s residence to the lane where Hu Yulou is located, we must find out.
Because of the accurate description in the original book and his own complex in the prosperous Tang Dynasty, Chen Kaige decided to build a real Tang Cheng and make the environment complete.
Next Page: Four Scenes — — Give priority to historical sites and boldly associate them.
Highlights of the Super League finale： Shenzhen farewell battle, Dalian Nantong who was downgraded, Shenhua Zhejiang for the third place.
11moonfoursunhalf past three p.m.,2023The 2008 Super League is about to usher in a grand finale.eightThe Super League will kick off at the same time.16This team will play the last Super League match of this season. Advance at Shanghai seaportoneAfter winning the Super League championship, there are still several games worthy of attention in this round of Super League: First, the Shenzhen team, which has been demoted in advance, will face Beijing Guoan at home, which is not only a farewell battle for Shenzhen’s Super League, but also a farewell battle for football; Second, Dalian people.VSShanghai Harbor and Nantong ZhiyunVSThe results of these two games in Tianjin Jinmen Tiger will determine which team will be relegated; Third, Shanghai Shenhua will face Zhejiang at home, and the two teams will fight for the third place in the league to win the Asian League next season.2Qualifications for the competition.
ShenzhenVSBeijing Guoan.Shenzhen, which has been demoted in advance, will face Beijing Guoan at home, before Shenzhen.29Only won the last game.threeThe field is flat.threeField, come on.12Points, booked a demotion quota early, Beijing Guoan.48Super-ranked in sub-rankingssixA, the two sides this season’s first leg Beijing Guoan home.5:0Beat Shenzhen team. The result of this game has little influence on the ranking of both sides, but for the Shenzhen team, this is not only their last Super League game, but even the last battle of the team. According to relevant media reports, Shenzhen Football Club’s current unpaid wages (including tax) are approaching.10With the current situation, it is even difficult to pass the qualification examination of next season’s China A, and the possibility of dissolution is not ruled out. Even with the efforts of all parties, Shenzhen, which will play in China A next season, may be an all-China class like Guangzhou, and its return to the Super League will be in the foreseeable future. Therefore, there may be many Shenzhen fans going to the scene to watch the final game of Shenzhen’s Super League.
Dalian peopleVSShanghai seaport.Dalian people are currently20Super-ranked in sub-rankings15Name, lag behind the first14The famous Nantong branch cloud2Points, this round will be their relegation battle of life and death; Shanghai Seaport won the championship ahead of schedule in the last round, and this round has nothing to ask for, the first round between the two sides.1:1Draw. Dalian people are the first in the Super League.22wheel2:1After defeating Shenzhen, since thensevenThe super league only took it.2At present, the team, like the Shenzhen team, is in a crisis of survival. If relegation fails, it is likely to be abandoned by investors and become a "child without milk" next season. If Dalian people don’t win this game, they will definitely be relegated. If they win, it depends on the result of Nantong Zhiyun’s game. Therefore, for Dalian people, this game is not only a battle of relegation, but also a battle of life and death. If they win, they may not live, but if they lose, they will definitely die.
Nantong zhiyunVSTianjin Jinmen tiger.Another relegation battle was launched between Nantong Zhiyun and Tianjin Jinmen Tiger. Nantong Zhiyun is currently22Lead Dalian people in points2Rank first14Bit, as long as the final round wins, it will be relegated to success; If Nantong Zhiyun draws in the final round and Dalian wins, the two teams will score the same point, but because of their record relationship (Nantong Zhiyun plays Dalian)oneflatoneNegative), Nantong Zhiyun will be relegated, and Dalian people will be relegated successfully; If Dalian people don’t win, then Nantong Zhiyun can avoid relegation regardless of the outcome. Tianjin Jinmen tiger is currently accumulating.45Super-ranked in sub-rankingseight, both sides in the first round1:1Draw.
Shanghai ShenhuaVSZhejiang.This will be the most close match in this round, and the two teams are currently tied.fifty-twoPoints, Shenhua because of mutual record (Shenhua away in the first round1:0Won) ranked third, Zhejiang ranked fourth. After this round, there may be several results: if Shanghai Shenhua wins, it will rank third, and the Zhejiang team will determine the ranking with Chengdu; If Shenhua draws Zhejiang and Chengdu Rongcheng wins, then the three teams will be tied.53Points, compare the small cycle record between the three teams to determine the ranking, Chengdu Rongcheng2winoneflatoneThe best negative record ranked third, Shanghai Shenhua.onewin2flatoneNegative ranking fourth, Zhejiangonewinoneflat2Negative ranking fifth; If Shenhua loses to Zhejiang, then Zhejiang will rank third and Shanghai will rank fourth or fifth. The third team in the league can play in the AFC Champions League next season.2(After the restructuring, the second-level club competition of AFC is called AFC Champions League.2）。
Shanghai Shenhua has also entered the semi-final of the FA Cup. Their opponent is Qingdao Manatee. If they beat Qingdao Manatee, they will face Taishan in Shandong in the final. The FA Cup champion will participate in the AFC Champions League Classic next season together with the Super League champion (the first-level club competition of the AFC after the restructuring). By the way, the status of the cup champion is the same as that of the league champion, higher than that of the runner-up, which is extremely rare in leagues all over the world.
Shandong TaishanVSHenan.Shandong Taishan failed to win the Shanghai seaport in the last round, and has missed the Super League championship in advance. Currently,55Leading Shanghai Shenhua and Zhejiang teams.threePoints, due to the mutual advantage with Shanghai Shenhua and the same record with Zhejiang, and the total goal difference far exceeds that of Zhejiang team, Shandong Taishan has ensured the first place in the league regardless of the outcome of the final round.2First name. In addition, Shandong Taishan has entered the FA Cup final, and the opponent will be the winner between Shanghai Shenhua and Qingdao Manatee. If Shandong Taishan wins the FA Cup, then Shandong Taishan will play in the AFC Champions League next season with Shanghai Harbour. If Shandong Taishan loses in the FA Cup, it will be ranked first in the league.2Play in the AFC Champions League play-offs next season.
Therefore, for Taishan Mountain in Shandong Province, the final match of the Super League is not important, what is important is the FA Cup final. Henan team is currently36Super-ranked in sub-rankings10Bit, has been relegated ahead of schedule, the first round at home.0:1Losing to Shandong, the result of this league is not important for both sides, friendship comes first, and the game comes second.
Chengdu RongchengVSMeizhou Hakka.Chengdu Rongcheng is here.29Rear product of wheel50Super-ranked in sub-rankingsfiveName, if Chengdu Rongcheng wins this round and Shanghai Shenhua and Zhejiang draw, then Chengdu Rongcheng will rank first with the small round record between the three teams.threeName; Or Shanghai Shenhua beat Zhejiang this round and Shandong Taishan or Shanghai Shenhua won the FA Cup this season, then the Super League won the first place.fourA team will also have the opportunity to participate in the AFC Champions League next season.2Therefore, the final round of Chengdu Rongcheng is still motivated. However, for Chengdu Rongcheng fans, the most regrettable thing is that Miami International canceled coming to China and missed the opportunity to watch Messi’s game at home. Meizhou Hakka at present34Super-ranked in sub-rankings11Bit, relegation success in advance, has no desire. The first leg of the league between the two sides is Meizhou Hakka home.3:1Defeat Chengdu Rongcheng.
Cangzhou xiongshiVSQingdao manatee.Because of the relationship between Miami International and Messi, Qingdao Manatee is the hottest Super League team in recent years, and its popularity even exceeds that of Shanghai Harbour. Unfortunately, like Chengdu Rongcheng, it finally missed the opportunity to play against Messi. Cangzhou Xiongshi is currently30Super-ranked in sub-rankings12Qingdao manatee27Super-ranked in sub-rankings13Bit, both teams have been relegated ahead of schedule. By the way, Cangzhou Lions have already surpassed the Super League.eightIt’s not how well the Cangzhou lions played in the early stage, but that there are too many bad teams in the Super League, and the first round between the two sides.1:1Draw.
Changchun YataiVSThree towns in Wuhan.Changchun Yatai is currently39Super-ranked in sub-rankingsnineThree towns in Wuhan.48Super-ranked in sub-rankingssevenThree towns in Wuhan are at home in the first round of the two sides.2:1Beating Changchun Yatai, the result of this game will not have a big impact on the ranking of the two teams in the Super League this season. Considering that the three towns in Wuhan will have the AFC Champions Group match next, this game may give more opportunities to substitute players and young players.
No matter how many problems there are in the Super League, after all, this is our own league. I hope more fans can support the Super League.
Remarks: The pictures are from the Internet.
Zhejiang men’s basketball team VS Shenzhen! At the start of the CBA semi-final, Wang Shilong refused to lose and hit the championship.
After five years in Liu Weiwei, Zhejiang Men’s Basketball Team won the championship in the regular season. As a rookie coach, Wang Shilong also got the most valuable coach. However, because the playoffs did not encounter too much confrontation, the Zhejiang men’s basketball team also faced some problems. In the face of the Shenzhen men’s basketball team entering the semi-finals without bloodshed, it is necessary to reduce mistakes and control the back line of the Shenzhen men’s basketball team in order to win.
As the head coach who played the playoffs for the first time, Wang Shilong constantly reminded the players that the real test has just begun, but he also has the belief of refusing to lose and making an all-out impact on the championship.
Zhejiang men’s basketball team can be said to have a smooth sailing this season, and it is also easy to eliminate Guangzhou Dragon and Lion. In the face of the semi-final opponent Shenzhen Men’s Basketball Team, Wang Shilong still focuses on me in preparation, especially at the back line. From the previous games, Wu Qian, Gary, Cheng Shuaipeng and Wang Yibo still have some problems, that is, Wang Yibo’s state is too low.
According to Wang Shilong’s regular starting, Wu Qian is a substitute, but now he considers Wu Qian and Gary as partners in the backcourt. After all, the start is not critical, and the defender of Shenzhen Men’s Basketball Team has a strong impact, and Wang Yibo is prone to foul.
The front line of Zhejiang men’s basketball team is definitely a disadvantage. Lu Wenbo’s shortcomings to Gu Quan and Zhou Peng are obvious, that is, his height. Wangzai Road has changed to No.4 at present, so how to solve the front line problem is something that Wang Shilong must consider. The other is who will defend Salinger. Wright is definitely the first choice, but Gary won’t be able to play, so there is a high probability that Liu Zeyi will defend, but his height and weight are at a disadvantage, so Yu Jiahao must give more help.
In addition, Yu Jiahao must also play harder, especially to create foul trouble for Shen Zijie, so as to make the backcourt easier, including breakthroughs and more opportunities.
Live tips:
At 19: 30 on April 25th, Zhejiang Men’s Basketball Team VS Shenzhen Men’s Basketball Team.
How can we invite the audience into the track and field？
Track and field base camp April 23, 2023
The first stop of the 2023 "Fipley Cup" national track and field grand prix ended successfully in Zhaoqing, Guangdong Province on the afternoon of April 23rd. Many friends watched the live broadcast for three days. Thank you for waiting.
Today, some people say that the audience is very few … This is a heavy topic, but also an old topic.
When you complain about the "empty" track and field in China, you should first ask: Why didn’t you show up to watch the track and field?
1. Is the competition closed?
2. Are you busy?
3. Is the mountain high and the road far?
4. No extra money?
5. Don’t like track and field so much, lack of impulse?
6. Track and field events are not important enough to spend money+time?
7. Is the competition organization ability not good?
……
First of all, this competition is open and admission is free. Secondly, some track and field fans came from afar, and some even came from other places by motorcycle … After watching the game for three days, everyone was hooked. This is the charm of the scene, but also the charm of track and field.
Therefore, when you are complaining that no one cares about track and field events, you might as well ask yourself first: "Where am I who love track and field?" As long as there is a spontaneous audience to watch the game, all other people who complain about the empty stadium should ask themselves …
（1）
For a long time, we have been advocating for literature, not martial arts, and we have not paid enough attention to sports. Of course, you have no right to criticize anyone, just say: What can you prove your love for track and field? It’s giving!
（2）
For sports, we have always held a strange attitude. Originally, physical education is a means of physical and mental education. However, from the beginning of a person’s most basic education, sports are marginalized. Although there is physical education in the senior high school entrance examination, it is an exam. How many people have been educated physically and mentally because they are preparing for the senior high school entrance examination? And feel the joy of sports?
Children who should have enjoyed their happy physical and mental development have been caught in all kinds of mud since birth, involved in the "ocean of knowledge" and lost the opportunity of development. The so-called "can’t lose at the starting line", dear, have you ever been to the starting line in your life?
（3）
Some so-called sports people and students, do you really love the projects you are engaged in? A very simple question: Will you continue your training after you get the college admission notice? Will you continue to pursue your dreams?
In Zhaoqing Stadium, my good brothers and sisters were simply "wonderful"-some of them had already worked, and some were students majoring in physical education … But because of their love for track and field, they tried their best to start professional training, such as Zhou Yuanpeng, Kong Lingyao, Lv Qiang … and Yang Huizhen, a teacher whom I greatly respected!
Those who win track and field win the world, which does not mean that we have several gold medals in the world series, which is great! Those are just appearances! Without a solid track and field foundation and heartfelt support from the people (instead of simply idolize) … all the "glory and dreams" are just castles in the air!
The competition is over, and the result query-
As long as one spectator comes to watch the game spontaneously,
As long as one player is fully committed to the finish line,
As long as there is an "outsider" willing to unconditionally support track and field …
Track and field, there is hope!
Interrupted video (Chen Jiapeng 10.17 seconds)-
After the Zhaoqing competition, I’m going to Uzbekistan to cover the 2023 Asian Junior Athletics Championships. As always, my interview abroad is at my own expense. I don’t have time to complain, and I’m not qualified to ask for anything. Even if the traffic after the press release doesn’t earn any money … I will definitely go forward! I only know that every time I set out without hesitation, I will get unparalleled gains.This harvest, not only belongs to myself!
Congratulations to Messi! Paris brewing king bombing signing, missing 100 million midfield, three-core drive to win the Champions League.
However, Greater Paris still believes in Bogba’s ability in a healthy state. Bogba’s control of the midfield rhythm and the control of the ball are very much needed by the Greater Paris midfield. Moreover, Bogba is in Juventus because no one can hold him down. In Paris, there are two big bosses, Messi and Tim. Bogba still has to give them some face and play well. Next season, Bogba will be added to the big Paris midfield, and then Shke and Maguire, who may be bought, will be reinforced in the defense line. The new lineup driven by the three cores can also take Messi to win the Champions League.