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Live broadcast with goods, no need for the next Viya Li Jiaqi.

Wen | Deep Burning, Author | Li Qiuhan, Editor | Jia Wei

The live broadcast platform is trying to get rid of the dependence on the head anchor.

Recently, the most obvious signal came from Aauto Quicker. The listing is just around the corner, because e-commerce occupies an important part of its commercial map, its subtle relationship with Simba, the anchor with the goods in the head, has once again become the focus of discussion. According to public data, in 2019, Simba and his family announced that the total GMV of their live broadcasts reached 13.3 billion, and Aauto Quicker’s prospectus showed that the total GMV of Aauto Quicker e-commerce was 59.6 billion that year, which accounted for nearly 25% of Simba’s family. However, in the third quarter of 2020, according to the statistics of Gecko Watch, a third-party data platform, Simba family’s e-commerce flow only accounted for 6% of the GMV of Aauto Quicker e-commerce in the quarter, and its relevance and influence were greatly reduced.

Taobao is also weakening the influence of the head anchor on the platform. According to People, a person familiar with the matter said that in 2020, Simba had negotiated with Taobao, saying that he could live on Taobao and be the head anchor within one month, but Taobao refused because Taobao wanted to promote brands and businesses to broadcast themselves, and did not want the anchor to be the only one.

Xuande, general manager of Taobao Content E-commerce Division, also stressed in an interview with the media that more than 70% of the transactions of Taobao live broadcast came from self-broadcasting in stores, 30% came from live broadcast by people, and the GMV of Taobao live broadcast in Viya and Li Jiaqi accounted for less than 10%.

Except for Tik Tok, who joined the e-commerce battlefield relatively late and is still supporting the head anchor and improving the live broadcast ecology, Taobao and Aauto Quicker have chosen to weaken the influence of the head anchor, and the purpose is self-evident.When the traffic is too concentrated, it will be choked by a single factor, which is not conducive to the ecological health of the platform.. However, the absolute resources of the head anchor bring absolute bargaining power, and the unit price of the product customers is pressed against the cost price. More than one merchant told Deep Burning that cooperation with the head anchor is "to a large extent losing money", and it is also not conducive to the development of the industry.

This is the reason why Aauto Quicker supported small and medium-sized businesses with 1 billion traffic and hundreds of millions of cash subsidies, and Taobao Live announced the opening of six support programs for small and medium-sized anchors.The platform began to look for the backbone of the live broadcast industry besides the head anchor..

According to the prediction of the third-party data platform Mama Chan, the scale of live e-commerce will be expanded from 1.05 trillion yuan in 2020 to 2 trillion yuan in 2021, and the penetration rate will be as high as 14.3%, and the industry will continue to maintain a high-speed growth trend. The anchor team also needs to enter a new stage, which requires the orderly growth of the head, middle waist and tail anchors, as well as the development of professional and refined personnel quality.

The next step of live broadcast with goods is not the next Viya, Li Jiaqi and Simba.

Nearly 100 million people snapped up online, and products with a price of 10,000 yuan were emptied in one second. In the live broadcast rooms in Li Jiaqi, Viya and Simba, consumers can easily buy the lowest-priced goods in the whole network and enjoy the benefits. However, the carnival of consumers is not so beautiful in the eyes of merchants, MCN institutions and even platforms.

"To broadcast live in Viya, Li Jiaqi, is to pass your head," more than one merchant told Deep Burning. With brand endorsement, online sales have soared, and the benefits brought by the head anchor to the merchants are direct, but the hidden cost behind it can not be ignored.

There are too many businesses eager to go to their live broadcast room.The queue is slow, the waiting period is long, and the ultra-low price is almost equal to the cost.. "It’s almost selling at a loss." Zhang Fei, a food merchant, once cooperated with Viya. After deducting the courier fee, tax, labor cost and commission fee, the customer unit price given by the other party was "almost just a zero". The Simba family’s bargaining power is more famous in the industry. Previously, some merchants revealed that the Simba team would calculate the cost of each link of the product and cut it to almost the ex-factory price. "It was cut according to the top of the world."

When the head anchor has a strong voice, how passive is the business? Zhang Fei confirmed a rumor in the industry that domestic manufacturers need to make a "choice between two" in the face of Li Jiaqi and Viya. Going to Li Jiaqi means that it is impossible to go to Viya to bring goods, and merchants have no choice.

Even the glory of the mobile phone brand has faced the challenge of Simba. In September 2020, Glory refused to give a pair of headphones temporarily, so Simba asked the fans to refund, and said, "I just told the boss of Glory what I told you. I lost 40 million yuan and didn’t hand it over to you. I’m sorry I didn’t hand it over." Although the final incident ended in Simba’s apology, it also serves to show.

More importantly, for merchants, cooperation with the head anchor is only the beginning, and ultra-low prices have also laid hidden dangers for future cooperation.

"The anchors who have cooperated well before will take the unit price of Simba in Viya, Li Jiaqi as the standard, and think that we still have room to lower the price." Zhang Fei is somewhat helpless. At the same time, the head anchor has a large amount of goods and has requirements for inventory. It is also a lot of pressure for merchants to increase inventory, adjust goods and dispatch orders in a short time. "And the head anchor has obvious effects.But a business can’t move for a few months.",Wang Songjie, head of the food business Koushuiwa live broadcast, concluded.

Businessman Lao Zhu told Deep Burning that many high-quality businesses are playing long-term, with high-quality products but small inventory and low gross profit. "The head anchor lowers the price, basically,It’s like squeezing the merchants dry at once, which will lead to the real high-quality merchants’ flinching from the live broadcast.”。

The low-price strategy of extreme compression is practical for consumers, but the ultimate price of profit-making will be transferred to merchants, which is not conducive to the long-term development of the industry. In addition, the industry resources are constant, and the growth of small and medium-sized anchors is difficult under the head anchor take all mode, which also puts pressure on MCN institutions to incubate anchors.

Ming Na’s MCN organization began to lay out anchor incubation as early as 2019, and completely abandoned it in the second half of 2020. "At present, the anchors are only divided into Li Jiaqi Viya and other anchors. The data of these two anchors have soared, and most of the traffic has been divided. The remaining anchors have no right to speak in the merchants, and the effect of bringing goods once or twice is not good. The merchants have no patience to cooperate, forming a vicious circle, so they simply don’t do it," she explained. Wang Nan’s MCN organization is still insisting, but he can’t help but sigh, "They are so strong that they make others look small.”。

In Wang Nan’s view, the head anchor is a double-edged sword in the industry. "Without Li Jiaqi and Viya, so many people wouldn’t want to be anchors, and so many consumers came to Taobao to watch the live broadcast because they brought in traffic." But he also admitted that when the industry developed to a certain stage, it could not be supported by only one or two people.

The platform also does not want to be kidnapped by the head anchor.

This is also an important reason why platforms represented by Taobao, Aauto Quicker and Tik Tok spend money and resources to support small and medium-sized businesses. A person in charge of the head MCN organization close to Taobao told Deep Burning, "The platform will not tell us what kind of anchors to look for, but it will ask the head organization to recruit many anchors, and it must reach the number." The platform hopes that under the horse racing mechanism, a powerful anchor will emerge.

In November, 2020, Aauto Quicker E-commerce announced that it would provide hundreds of millions of cash subsidies to small and medium-sized businesses, in addition, it launched the "Good Things Alliance", lowered the recruitment threshold of "10 billion subsidies" anchors, and supported middle-waist anchors to bring goods with 10 billion subsidies, which was also an initiative made by Aauto Quicker to support small and medium-sized businesses.

Tik Tok started late in the field of e-commerce, and at present there are relatively few actions for small and medium-sized anchors. "At present, the platform still needs to be influential, such as stars or high-traffic KOL outside the station," an industry practitioner close to Tik Tok told Deep Burning.

The platform has launched a support strategy based on its own advantages. So, what is the current effect?

According to the data of online celebrity today, as of December 21st, 2020, a total of 346 anchors have brought more than 100 million goods annually in 2020. Specific to the platform, in the "100-100 million" range, there are 147 people in Aauto Quicker, 97 people in Taobao and 73 people in Tik Tok. In addition, there are 18 anchors in Aauto Quicker who bring goods in the range of "1 billion-10 billion" every year, 12 more than Taobao’s 6. In contrast, Taobao is more dependent on the head anchor, Tik Tok is still supporting the head anchor, and the performance of Aauto Quicker anchor with goods is relatively more balanced.

Zhang Fei, a merchant, told Deep Burning that he was confused when he first came into contact with the live broadcast, and he could only "blindly select" and "try one by one" on the platform. After stepping on countless pits, he took the initiative to establish a stable cooperative relationship when he met a good anchor.Voting with their feet, businesses are also screening out the anchors they need..

Beyond the aura of the head anchor, with the development of the industry, anchors that are more in line with the needs of the industry are emerging. According to the feedback from many insiders, Deep Burning summed up four types of anchors needed by the industry in the future.

  • Star anchor of deep cultivation industry

Not all star anchors make businesses "talk about the tiger". For stars who want to work hard in the industry, time has become a test stone.

One year later, the star anchors represented by Ji Jie, Shen Tao, Dani, Ye Yixi, Lin Yilun and Li Xiang have a stable cooperation team, and regard live broadcast as a career. Although ROI is hard to match with the head anchor, it has a stable output of goods. More than one merchant told Deep Burning that it has already had a stable cooperative relationship with the above-mentioned star anchors.

The MCN organization has a long-term cooperation with the star anchor. Fang Jian, the president, told Deep Burning, "In fact, as long as the live broadcast can persist, artists will generally get results if they give a fixed live broadcast time every week."

At present, the industry is canceling the pit fee and developing in the direction of pure commission, which is still rare among star anchors.However, with high conversion rate and firm pit position fee, the conversion rate and low pit position fee will decrease accordingly., has been stably regulated by the market. In this battlefield where live ammunition looks at the conversion rate, they are also facing cruel competition.

  • Vertical domain professional anchor

Yang Ge, the founding partner of Xingyi Capital, once told Shen Yan that in 2020, the traffic platforms in the live broadcast field are all doing the god-making movement of the head anchor.In 2021, there will be differentiation, that is, cooperation with different vertical industries, such as second-hand luxury goods trading, maternal and child industries..

This is indeed becoming a reality. Restricted by the category, it is difficult for vertical anchors to have the sound volume of all-category anchors in the head, but thanks to their professional background, they have a more solid knowledge reserve in the vertical field than comprehensive anchors, which is easier to gain the trust of consumers and is sought after by merchants. Take the maternal and child category as an example. "Mothers pay great attention to their children’s growth. If they are willing to buy products with an anchor, it means that they already have strong trust. This kind of anchor is very sticky," said Ren Yanyan, director of marketing at MCN.

Koushuiwa, a food brand, has conducted a lot of live broadcast cooperation in Aauto Quicker. Wang Songjie, the person in charge of live broadcast, told Shenzhan, "The next step will be to find a big anchor cooperation. At present, the brand is still in the development stage. At this stage,Twenty anchors with 500,000 fans may be more effective than one anchor with 10 million fans.”。 They aimed at the mid-waist vertical anchor on Aauto Quicker and made a live broadcast plan, which also achieved the effect of broadening online sales and popularity.

  • Brand self-broadcasting

Chen Minghui, director of content operation of Dasheng Media, predicted that "in the future, live broadcast will develop into personal branding and brand personalization", and brand self-broadcasting is the performance of brand personalization, which is an obvious trend in the industry.

How to gain the trust of consumers with live broadcast is the threshold, but for brands, it has been endorsed in the hearts of consumers for many years, and it is more direct to recruit anchors for training than to find third-party anchors.The anchor of brand recruitment can also be highly matched according to brand positioning.. MCN organization Jitao has the experience of being a live broadcast training anchor for first-line jewelry brands. Ren Yanyan told Shen Yan that when recruiting anchors, brands not only pay attention to the requirements of image and temperament, but also pay attention to whether the anchors have the background of studying abroad and have requirements for cultural heritage.

Li Haizhen, the founder of Dorado, a domestic beauty brand, settled in Aauto Quicker, and accumulated 680,000 fans in three months. The total sales volume of small shops in Aauto Quicker exceeded 468,000, and the benefits increased significantly through brand self-broadcasting. In Aauto Quicker, Jamie Milan, a small brand of children’s wear, steadily accumulated fans through short video preview and live broadcast, and after only two months, the daily GMV was nearly 10,000.

  • Self-broadcast by merchants/self-broadcast by original goods

For small and medium-sized businesses, inviting anchors is under great pressure, and self-broadcasting is also a good path. In the development process of the live broadcast e-commerce industry, self-broadcasting by merchants will also become an important force to support the market.

According to the data released by Taobao in early 2020, 70% of the turnover of Taobao live broadcast comes from store live broadcast, and in terms of the number of games, merchants account for 90%. Ren Yanyan told Shen Yan that when consumers searched for the product on Taobao, they already had a consumption scene and willingness to consume. "If there is a live broadcast in the store, consumers can directly ask what they want to know, and the anchor will blow a little. It is easy to reach a deal, and we all recommend merchants to broadcast it themselves."

Brother Taiping is an early live broadcast merchant on Aauto Quicker. He broadcasts the real life of herders and accumulates fans on the platform. He told Deep Burning that in order to build trust, "customers can return it if they are not satisfied with it after receiving it." This kind of merchants with community culture broadcast themselves, which has a higher conversion rate than ordinary live broadcast. "There are more than 300,000 fans at present, but the effect of bringing goods is good. In 2020, they can bring 8 million pieces of goods a year, and the maximum consumption of iron powder is 10,000 or 5,000." There is nothing wrong with it, he said.

Sister Mi, a clothing merchant, entered Aauto Quicker in June, 2019, without brushing gifts, attracted accurate fans through short videos and live broadcasts, and self-broadcasted by the merchant based on the trust foundation established by Aauto Quicker community ecology. In November, 2020, she became the tenth in the Fat Ball Data "TOP50 of Live Broadcast Sales", with a GMV exceeding 1 billion in the whole year, and rapidly grew into the head anchor of the clothing industry in Aauto Quicker. According to Sister Mi’s team, with the increase in sales, their clothing factory has expanded from hundreds to thousands.

According to the data of online celebrity today, in 2020, a total of 346 anchors will bring more than 100 million goods a year, and the anchors at the middle and waist are also jumping upward. Together with small and medium-sized businesses and anchor echelons, the pyramid structure of the anchor team in the live broadcast industry with goods is taking shape. However, Wang Nan said frankly to Shenzhan that "talents in every industry are scarce, and good anchors can’t be found casually". How to cultivate anchors recognized by businesses was once a difficult problem in the industry.

Ren Yanyan revealed to Shen Yan that because the live broadcast of clothing has low requirements for anchors, MCN institutional incubation anchors often choose clothing to cut in. "Live clothing, as long as the anchor looks good on the body, the product is cost-effective, and it is easy to make an order by explaining the interest points to stimulate consumers. However, beauty requires the anchor to have a certain content and grass planting ability, and the requirements are higher. There are only fans, but their own ability to explain and understand the brand is poor, and the effect of bringing goods is not necessarily good. The clothing anchor has reached 300,000-500,000 fans, and it is difficult to transform into other fields. "

Not only is it difficult to incubate high-quality anchors, but the reality in front of the anchors is that,Not every category has a chance to have a vertical anchor..

"For example, it is impossible for the audience of electronic product anchors to change their mobile phones every day", Ren Xiyan told Shen Yan, except for products with large profit margins such as beauty, mother and baby, and products with large audience and high consumption rate such as food and clothing, which can support vertical anchors, many anchors tend to develop in a comprehensive direction after gaining a foothold in the vertical field. "Otherwise, if they stick to one category, their income will not support them to survive."

It is difficult to cultivate anchors, and the upside of vertical anchors is limited. However, this does not mean that after a year of rapid development, the industry has not honed a set of mature methodologies for cultivating anchors.

According TOP50 the big data of the small gourd, in the second half of 2020, about half of the three major platform anchors will be signed by MCN organizations. At the same time, MCN organizations show obvious platform inclination, Bajia Entertainment and Huayao Culture aim at Aauto Quicker, while Taiyang Chuanhe, Weilong Culture and Worry-Free Media with stronger content attributes grow rapidly in Tik Tok, and Qianxun, Mosquito Club, Nas and Taobao cooperate closely.

The advantages of mature MCN institutional incubation anchors are being highlighted. Take Qianxun, where Viya is located, as an example. Although it cooperates closely with Taobao, Qianxun successfully hatched a talented rabbit on Tik Tok in the past year, bringing 620 million goods a year, ranking eighth in the Tik Tok list. Looking at the Internet with a mature style of play, in a short time on the Aauto Quicker hatched the head anchor Yu Dagong. This is the first e-commerce anchor hatched by an e-commerce organization, which does not belong to any Aauto Quicker family, and the single-game payment amount has exceeded 300 million. After the launch of the powder-raising tool in Aauto Quicker, a number of mid-waist anchors have grown rapidly.

To build a big son of Yu, the network chooses the horse racing system. Fang Jian told Shen Burning that when cultivating the eldest son of Yu, there were 10 anchors competing in the same batch. In the first month, 50% of them were eliminated according to the data. After half a year, the eldest son of Yu finally won and became the target of the company. Next, he spent money and resources. He did not hide the company’s support and investment in Yu Dagong, and admitted that he was a "RMB player" in the industry.

“Many colleagues also come to consult, in fact, everything is full.Others smashed 2 yuan, I smashed 4 yuan, others smashed 4 yuan, and I smashed 8 yuan. You only spent 10 thousand yuan. What can you analyze? You have to hit 1 million first anyway. Then, the live broadcast data is disassembled and optimized, and how much it costs to buy a small store and how much it can earn with live broadcast, so as to find a profit balance point. If you lose 5 points, try to earn back the commission. "Fang Jian said. Reasonable use of the platform powder-raising tool, through data optimization, the powder-raising model is obtained, and in the same way, Li Xuanzhuo, a popular anchor who is good at wine, is hatched from afar.

Aauto Quicker has launched Xiaodian Tong and vermicelli, the purpose of which is to improve the speed of vermicelli increase and the transaction conversion rate of small and medium-sized businesses and anchors. The person in charge of Taobao Live also said that live e-commerce is developing at a high speed, and many small and medium-sized anchors are in their infancy. The live broadcast e-commerce ecosystem is constantly iterative. With the gradual establishment of industry norms and the increased support of the platform, the new generation of professional anchors are also gaining growth channels.

"The delivery speed is fast, and it has a certain product promotion effect. The effect brought by live delivery is obvious." Merchant Lao Zhu does not hide his optimism about the live delivery industry, "but the premise is to find an anchor suitable for his product.If the anchor and the product are not well matched, it is likely to be a nightmare to blindly pursue the main broadcast volume of the head.. "He added.

After the first food transformed and developed by the company gained a firm foothold through live broadcast, they are developing a second product recently. With previous live broadcast experience, they are now looking for an anchor, "not as confused as before", he said.

* At the request of interviewees, Zhang Fei, Wang Nan, Lao Zhu and Ming Na are assumed as pseudonyms.

How to prevent love from losing to distance

In clinical psychological counseling, couples or couples often encounter the problem of separation. The more you consult these questions, the more you can find that there is a natural conflict between love and distance. If we don’t handle it carefully, the probability of love losing to distance is still quite large. Therefore, whether it is a couple in love or an old couple who have been married for many years, it is a problem that we need to face up to and pay attention to.

The following analysis and suggestions can also provide reference for the situation that the family cannot be taken care of for some reasons.

Whether it’s a couple in love or an old couple who have been married for many years, being away from home is a problem that we need to face up to and pay attention to; Image from the network)

Why distance

Have such a great influence on love?

Speaking of this question, I have to talk about three essential elements of perfect love: intimacy, passion and commitment. The three elements of love were put forward by Robert Robert Jeffrey Sternberg, a professor of psychology at Yale University. He pointed out that different stages and types of love can be interpreted as different combinations of these three elements. For example, with the development of two people’s romantic relationship, the focus of each component will change. For example, there will be more passion at first, but gradually, commitment will become more important. Robert Jeffrey Sternberg also found that the duration of a relationship based on a single factor is not as long as that based on two or three factors.

Three elements of love: intimacy, passion and commitment; The size of the triangle indicates the degree of admiration, and the larger the triangle, the higher the degree of admiration; Each horn represents a unique type of love; Different combinations form seven different types of love; Image from the network)

Usually, the intimate relationship with the longest persistence and the highest satisfaction is obtained by the efforts of both partners to maintain intimacy and enhance their sense of responsibility.

In a long-distance relationship, intimacy is easily affected. Sometimes what can be solved by a hug leads to misunderstandings and the accumulation of negative emotions because of the obstacles of emotional expression.

Coupled with the cumulative effect of different living environments and different social circles, over time, it is likely that two people will have less and less common language and it will become more and more difficult to understand each other.

What is even more frightening is that it will wear away trust. There are many uncertain factors for two people who live in different places for a long time, such as a message or phone call that can’t be answered in time, a photo taken with other members of the opposite sex, a lie that hides their whereabouts, and so on, which may lead to the collapse of trust.

Therefore, the lack of intimacy is the key reason why many long-distance relationships lose to distance and time.

Lack of intimacy is the key reason why many long-distance relationships lose to distance and time; Image from the network)

How to overcome the troubles in different places?

Then how can we overcome the unfavorable factors brought by different places and maintain a harmonious and long-lasting relationship? We suggest that couples or couples who are experiencing the test in different places need to do the following work:

First, learn to communicate deeply and build a building of trust.

The hardest part to deal with in different places is communication. Many people think that communication mainly depends on language, but in actual communication, the influence of language information is very small, accounting for only about 7%, and tone, facial expression and body account for 93%. Therefore, when two people communicate in different places, it is impossible to fully understand each other’s emotional state, even if it is a video, it lacks the participation of touch and smell, and it is impossible to achieve a comprehensive experience. Therefore, it is very important to improve the depth and efficiency of communication.

For communication in different places, we suggest that the big principle is "report every day, learn to share, and don’t have a cold war".

(The principle of communication in different places: report every day, learn to share, and never have a cold war; Image from the network)

Many couples in different places are busy at work, so it may be unrealistic to report from time to time, but it may become a burden to each other. However, it is necessary to give a brief report every day, especially for men. Before going to bed, they should briefly talk about their day’s situation and the next day’s arrangements, voice messages or short calls. With such a habit, mutual trust will be enhanced.

By sharing your own life, you can let each other know about your living environment and dynamics and enhance each other’s sense of security.

But no matter how good two people are, conflicts are inevitable. Quarrel is not terrible, but couples in different places should not use the cold war to deal with conflicts.

Second, strengthen the sense of ceremony, and farewell is better than marriage.

The preservation of two people’s love needs a sense of ceremony, and it is more urgent for both parties in different places to achieve the state of "a little farewell is better than a new marriage" by strengthening the sense of ceremony.

We can strengthen the sense of ritual in getting along from two aspects, one is to make rules, and the other is to create romance.

You can strengthen the sense of ritual in getting along in two ways: making rules and creating romance; Image from the network)

At the beginning of different places, it is necessary to make some rules to ensure the constant love interaction between two people. For example, talk every day, say good night to each other every day, and make regular video calls; Regarding communication, we must speak out if there are contradictions, instead of holding them in our hearts and fighting for the night; Regarding trust, no matter how busy you are, you should explain it in advance and share it briefly, and you must explain the unexpected situation afterwards. These agreements will subconsciously make us cherish our feelings and make the feelings in different places more stable.

In creating romance, many couples, especially girls, need to feel loved, so don’t ignore each other’s needs and set aside time to take care of her emotions and express their feelings. Properly expressing your thoughts and love for each other can make each other feel cared for. You can also often create some surprises for each other, such as writing a few love words to each other and singing a love song to each other. If you travel frequently, when you meet again, you should buy some carefully selected gifts for the other party, such as what the other party mentioned to you, to let the other party know that you are thinking about her at any time, so as to achieve the effect that parting is better than getting married.

Third, create romantic expectations and give full play to the power of commitment.

For a long-distance relationship, commitment is an important driving force for each other to overcome the current difficulties. If there is no expectation for the future, it is difficult for two people to resist the suffering of loneliness and missing. Therefore, when you are in a different place, you must increase the chances of meeting as much as possible, and before each separation, you can start to create the expectation of meeting next time, and try to be specific and look forward to it together. For example, "Let’s meet in a month, and I’ll cook you a big seafood dinner, so that you can taste my loving cooking skills.".

(When you are in a different place, you must increase the chances of meeting as much as possible, and before each separation, you can start to create the expectation of meeting next time, try to be specific and look forward to it together, but don’t break your promise; Image from the network)

Expectation can be divided into short-term goals and long-term goals.

Short-term goals can be aimed at mutual interests, such as traveling together, shopping together, climbing mountains together, watching movies together, etc. You can make a detailed plan, work together and implement it one by one, so that more connections can be built.

Don’t break your promise, if it doesn’t come true, and blame each other, the balance of your emotional savings account will be less and less.

The long-term goal is about the expectations of being together in the future. Couples in love can look forward to the wedding picture together, how romantic the wedding is, how exquisite the home decoration is, and how interesting the future life will be. For example, "When we get married in the future, we must raise a lovely kitten at home and have a particularly lovely child. I will take pictures of you, the kitten and the child, and I will be very happy when I think about it."

For married couples, how to solve the problem of separation between the two places is a very realistic topic. The other party may understand the needs of temporary career development, but if career development is always put above the needs of the other party, the probability of emotional problems is still very high if two people get together for a long time, so it is necessary to take care of how long to solve the problem in different places and how to make up for each other’s feelings, and give a promise to make the other party really feel at ease.

This paper is adapted from Intimate Relationship Management —— How to Deal with Conflicts in Intimate Relationship Rationally.

If you have other questions about marriage or physical and mental health, please feel free to give us feedback, and we will choose appropriate topics to answer questions on popular science.

Contribution/Publicity Department of Public Security Department

Editor/Seagull

Original title: "Better Police Body and Mind | How to Keep Love from Losing to Distance"

Read the original text

Why is it that Beijing has not seen snow this winter for the first time since 1970？

　　　　Yesterday (2nd) at 3pm, in the consultation room of Beijing Meteorological Bureau, all kinds of cloud pictures and data were constantly switched on the big screen, and several analysts told their forecast views one by one before going on stage. Since the beginning of winter, except for two small-scale snowfalls in the outer suburbs in December 2008, almost no snow has fallen in Beijing, which makes the Spring Festival in 2009 less of a landscape and adds a little disappointment to people who are looking forward to the snowy scene.


　　　　Tomorrow is beginning of spring, and the Lantern Festival will be held in a few days. Will there be a "timely snow" coming to Beijing? Why is it difficult to snow in Beijing this winter? Our reporter interviewed Sun Jisong, the chief forecaster of Beijing Meteorological Bureau, to dispel doubts and doubts about snow.


　　Northwest airflow sings "one-man show"


　　Cause a winter without snow


　　　　Cloudy and sunny-the sky over Beijing is still calm. According to the forecast of Beijing Meteorological Observatory, the weather will be mainly sunny to cloudy this week, and the highest temperature will reach 10 degrees Celsius. Tomorrow will be beginning of spring, and in the more than 100 days since October 24th last year, there have been only two snowfalls in Yanqing in the north and Pinggu in the northeast-December 10th and 23rd, 2008. In the urban area of Beijing, there is still no effective snowfall. Only sporadic snowflakes appeared on December 10 last year, but they were fleeting and the precipitation was only 0.1 mm.


　　　　"This year’s situation is rare, but it is also normal." Sun Jisong, chief forecaster of Beijing Meteorological Observatory, said that historically, the winter precipitation in Beijing has not been large, and the precipitation from December to February of the following year is usually about 10 mm, so it cannot be said that there is no precipitation in winter. Tracing back to history, the last winter with almost no precipitation was in 1970. However, since October 24, 2008, there has been no precipitation in the urban area this winter, which is really rare.


　　　　A report in Sun Jisong’s hand shows that water shortage is not confined to Beijing. This winter, droughts occurred in Hebei, Shanxi, Henan and other places. According to media reports, the current drought has a wide range and a long duration, which is basically rare for many years.


　　　　"It should be said that there is no direct connection between no snow and warm winter." The computer in the consultation room shows that daily maximum temperature in some urban areas of Beijing has exceeded 10 degrees Celsius in the past two days. However, Sun Jisong said that in addition to cold air, the formation of snowfall must have water vapor transportation and appropriate ground temperature, and several factors are indispensable. However, there is no snow this winter, and the main reason is water shortage-the water vapor transportation has been "broken".


　　　　Sun Jisong introduced that from the perspective of Beijing, water vapor mainly comes from two channels. One is the water vapor brought by the southwest warm and humid airflow from the south of the Yangtze River, especially the snowfall, which often has the characteristics of large snowfall and long snowfall time, and often becomes the "main force" factor of snowfall in Beijing; The other source of water vapor is the water vapor brought by the easterly airflow from the Bohai Sea and the Yellow Sea. However, due to its short transport length, its snowfall is characterized by a small amount of snow.


　　　　Since December last year, there have been four cold waves sweeping the city, but all of them are mainly cooled by strong winds. "This winter, the northwest wind is mainly prevalent in Beijing, which is not conducive to the transportation of these two streams of water vapor. However, the easterly wind or southwest wind formed occasionally through the change of atmospheric circulation has basically not formed this year, so the water vapor transportation has basically been broken. " Sun Jisong said that the Chibi-style "sudden change of the wind and cloud" is pitiful, and it has not been encountered once this winter, which can be said to be "reasonable and unexpected".


　　　　Investigate and dispel doubts


　　Four conjectures about "No Snow"


　　　　Conjecture 1


　　Is it possible to snow on the fifteenth day of the first month?


　　　　On the sixth day of the Lunar New Year’s Eve, in a ski resort in Mentougou, Mona Lee skated with several friends. The only thing that made him regret was that the mountains beside the ski resort were bare. "I can’t even take a picture of Zhang Xuejing. There is no snow outside the slide. It is artificial at first glance."


　　　　In many people’s minds, snow and Chinese New Year are inseparable. If there are no snowflakes, the taste of the year will be much less. In the snow-free winter, can we make up for everyone’s regrets at the Lantern Festival? Sun Jisong, chief forecaster of Beijing Meteorological Observatory, said that such a wish may be difficult to realize. From the analysis of the current data, it is unlikely that it will snow in the next ten days or so, that is, during the Lantern Festival.


　　　　"But we can’t say that there is no hope at all." Sun Jisong said that due to the rapid change of atmospheric circulation, there may be changes, but from the whole circulation background, it is difficult for water vapor in the south to reach Beijing. There may be a small amount of precipitation in central and southern Hebei and southwestern Shanxi. "But if snowfall wants to come to Beijing, I am afraid it is still difficult to achieve."


　　　　Conjecture 2


　　"Sequela" of Meteorological Intervention?


　　　　"More than a thousand rockets were fired at the opening ceremony of the Olympic Games to eliminate the rain. It won’t eliminate all the rain in a year, will it?" Some netizens questioned whether large-scale artificial intervention in the weather would have a "sequela" to the overall climate. For such a question, Sun Jisong said that in the face of nature, the intervention that human beings can do is extremely small and it is impossible to have an impact on long-term climate change. "In fact, every time it rains, we basically carry out precipitation enhancement operations." Sun Jisong said that due to the long-term drought in the northern region, basically every precipitation process throughout the year, the relevant departments will carry out precipitation enhancement operations, and the snowfall process is no exception. If there is snow, artificial "snow increase" measures will be taken. According to media reports, from February 1 ST to February 2 nd, the weather modification department of Luoyang City, Henan Province seized the opportunity of weak cold air crossing the border and successfully implemented artificial precipitation enhancement. "But only when there is water in the sky can we make it fall to the ground as much as possible."


　　　　Guess 3


　　Is the Three Gorges Project the Source of Extreme Weather?


　　　　In recent years, the term "extreme weather" has appeared more and more in public, and the coincidence of these extreme weather occurrences and the completion time of the Three Gorges Dam also makes many people suspect that the Three Gorges Dam is the source of extreme weather.


　　　　"The problem of the Three Gorges is a cliche, but from a scientific point of view, the statement that the Three Gorges caused extreme weather is unfounded." Climate change often involves thousands of kilometers in Fiona Fang. Compared with this climate background, Sun Jisong described the Three Gorges as a small "puddle", and it is difficult to have any impact on the overall climate if there is such a puddle.


　　　　"At present, most climatologists believe that global warming will cause an increase in extreme weather." With global warming, the frequency of extreme weather is increasing, but how global warming affects the appearance of extreme weather and what is the inevitable relationship between them is still an unsolved mystery.


　　　　Guess 4


　　Beijing this summer


　　Will there be a drought?


　　　　Is there a scientific truth behind the poetic folk proverbs, such as "Yun Zheyue on August 15th, the lights on the fifteenth day of the first month when it snows" and "It doesn’t snow when it’s cold, and the fields crack when it’s summer"?


　　　　"Folk proverbs are more similar to statistical induction, and some of them have some truth," Sun Jisong said. The predictions in folk proverbs are not necessarily correct, and winter drought does not mean that summer drought will continue. "The weather on a certain day is not necessarily related to the weather on a certain day in a few months."


　　　　"However, the lack of snowfall will increase the possibility of pests and diseases, which will have a negative impact on the growth of overwintering crops. From this perspective, it will indeed have a certain impact on agriculture if it does not snow in winter." Snow-free winter not only has less flavor, but also lack of snow can cause many problems. In an interview with the media, Pan Jiahua, director of the Urban Development and Environment Research Center of China Academy of Social Sciences, said that precipitation will make the living environment worse and seriously restrict social production. "Although warming in winter can shorten the heating time and reduce related expenses, its disadvantages still outweigh its advantages."


　　Investigation reminder


　　Watch out for colds when it’s dry and snowy.


　　　　During the Spring Festival, Dr. He, who works in a community hospital, was busy. Due to the dry air, the number of patients with sudden respiratory diseases suddenly increased during the Spring Festival. Every day, the hospital received dozens of patients who had infusion bottles, and the top three hospitals were crowded. Experts said that due to the low air humidity, some viruses are easy to reproduce and easily lead to a series of diseases. During the Spring Festival in Beijing Children’s Hospital, an average of nearly 5000 children came to see a doctor every day. On the first normal outpatient day after the festival, more than 4,000 outpatient visits were made in the morning alone. Among them, children with respiratory tract infection are the most.


　　　　"It doesn’t snow, which is very bad for human health." Doctors at Chaoyang Hospital in Beijing said that because of the dry air, people are prone to chapped lips, bleeding nostrils and itchy throat. When the air humidity is lower than 40%, the respiratory mucosa of the nose and lungs will be dehydrated and the elasticity will be reduced, making dust, bacteria, etc. easily attached to the mucosa, stimulating the throat and causing cough.


　　　　However, the spread of cold will be accelerated because of the accelerated reproduction of influenza virus in dry environment and its survival on floating dust. However, due to the failure of "wet deposition", urban air pollution will be serious and respiratory diseases such as asthma and pneumonia will be easily caused.


　　　　"The way to prevent diseases is a cliche, but many people always pay no attention." Experts say that opening windows regularly to ventilate and maintain indoor humidity will help prevent diseases. At the same time, we should try to avoid going to crowded areas. People with respiratory diseases should wear masks when going out.


　　　　Reporter Wu Nan

Editor: Gao Song

Shandong： In 2020, all official vehicles of party and government organs will be equipped with new energy vehicles.

In 2020, all official vehicles of the party and government organs in Shandong will be equipped with new energy vehicles.

　　Zhongxin. com, Jinan, October 11th (Sun Tingting) Shandong Province promotes the popularization and application of new energy vehicles in official vehicles of party and government organs, and ensures that by 2020, except for special work requirements, all party and government organs in this province are equipped with new energy vehicles. At the same time, clear requirements are put forward for office buildings of party and government organs, and idle office buildings are encouraged to be converted into public welfare places such as convenience services and community activities.

　　On the 11th, Zhang Zhongming, director of the Administration Bureau of Government Organs of Shandong Province, at a press conference held by the People’s Government of Shandong Province, interpreted the Measures for the Administration of Office Buildings of Party and Government Organs in Shandong Province and the Measures for the Administration of Official Cars of Party and Government Organs in Shandong Province. Among them, the "Administrative Measures for Official Vehicles of Party and Government Organs in Shandong Province" clearly requires that party and government organs should be equipped with domestic vehicles, take the lead in using new energy vehicles, and gradually expand the proportion of new energy vehicles in accordance with regulations to achieve full coverage of new energy vehicles.

　　Zhang Zhongming said that the Administrative Measures for Official Vehicles of Party and Government Organs in Shandong Province clearly stated that party and government organs and public institutions should equip vehicles and purchase all new energy vehicles except for special requirements. At present, the province has put 120 new energy vehicles into the provincial authorities, and built 261 charging piles and more than 40 charging piles under construction to ensure the orderly operation of self-service time-sharing leasing projects for new energy vehicles. "We have adjusted all the official vehicles planned by the provincial authorities at the beginning of the year to new energy vehicles. At present, some vehicles have been equipped."

　　"Party and government organs shall not use the bus for private use or use the car for public use. If official vehicles or off-road vehicles are equipped beyond the prescribed standards due to work needs, they must be reported to the provincial official vehicle authorities for approval according to procedures. " Zhang Zhongming said that the Measures for the Administration of Official Cars of Party and Government Organs in Shandong Province clearly requires that the management standard system of official cars be improved and perfected, and the standards of exhaust volume and price of official cars should be classified and stipulated, and it is proposed that the standards of official cars should be adjusted in a timely manner according to the technological development of the automobile industry, market price changes and other factors.

　　Wang Shoubo, a member of the Party Committee, deputy director and spokesperson of the Shandong Provincial Organs Administration Bureau, said that the Measures for the Administration of Office Buildings of Party and Government Organs in Shandong Province put forward the "export" of idle assets of innovative office buildings through multiple channels, and proposed six disposal and utilization methods, including cross-level adjustment and use, conversion of use to serve people’s livelihood, replacement with other assets that meet national policies and needs, unified lease, public auction and demolition, and opened up channels for adjustment between different levels and different systems to encourage idle office buildings.

　　The Measures for the Administration of Office Buildings of Party and Government Organs in Shandong Province also clearly requires that office buildings should be used reasonably within the approved area, and should not be adjusted to other units without authorization, and the use function should not be changed without authorization. It also requires leading cadres to keep an annual record of their personal office buildings, not to use them beyond the standard, not to work in multiple places without authorization, and not to continue to occupy them after retirement.

Focus on the ＂Qingdao Power＂ in the Asian Games ｜ rugby field!

Yuan Meng, chief correspondent of the peninsula’s all-media

The rugby event of Hangzhou Asian Games ended on the evening of September 26th. In the end, the men’s and women’s teams finished third and fourth and the first and second place finals were exciting. China men’s team lost to Japan in the third and fourth finals, ranking fourth; The women’s rugby team of China, which reached the final of the first and second place, thrillingly beat the Japanese team by one point, which not only avenged her defeat by her opponent at the Asian Games in Jakarta five years ago, but also realized her desire to win the championship at home. The exciting and fierce competition attracted tens of thousands of spectators to watch the game on the spot. And the whole Asian Games rugby match can be carried out smoothly, and there is also a force contributed by Qingdao people.

Both male and female football coaches are from Qingdao.

China women’s football team beat Japanese women’s football team 22: 21 in the final. At the moment of winning the championship, Lu Zhuan, the head of the Chinese coaching team of the women’s team, blushed excitedly. At the Tokyo Olympic Games two years ago, he broke into the quarterfinals of the Olympic Games for the first time with China women’s football, creating the best result in team history. Now, she has led the girls who play football to make history again.

Lu Zhuan, who is about to enter the age of no doubt, is a native of Qingdao. When he was young, he was selected by the People’s Liberation Army rugby team because of his outstanding sports performance. In this top football team in China, Lu Zhuan has grown rapidly and become the main force of the national team. Together with his teammates, he won the 2006 World Cup Sevens Rugby Series Bowl Championship in Hong Kong. After the Liaoning National Games in 2013, Lu Zhuan ended his 11-year career as an athlete and turned to be a coach.

Similar to his experience, Lu Xiaohui is now the head coach of the China rugby men’s team. As a Qingdao native, Lu Xiaohui is more than 10 years older than Lu Zhuan. He is one of the first professional football players in China. In the 1990s, when rugby first entered China, Lu Xiaohui was admitted to the rugby team of China Agricultural University from Qingdao.

Lu Zhuan (right), coach of China women’s rugby team, took a group photo with Hong Zhe, an international technical official. Both of them are from Qingdao.

Lu Xiaohui’s professional experience is very rich. After graduating from college, he was invited to be a "foreign aid" for two years by the rugby club in China and Hongkong. In 2004, he began to lead the national women’s football team. "I led the team to win the first Asian champion of women’s football in 2006." Lu Xiaohui recalled. At the end of 2009, Lu Xiaohui returned to his hometown and picked up the coach of Shandong Men’s Olive. Because of his excellent performance, he also got the opportunity to coach the national team.

Both Lu Zhuan and Lu Xiaohui have achieved the goals set before the game when they led the team to the Asian Games. Compared with the gold medal of the women’s team, the results of the men’s team’s top four are not bright, but considering that China started late, especially compared with the world’s top teams such as Japan and South Korea, China’s men’s football team has made remarkable progress in recent years, and it has not fallen behind against Japan and South Korea. "After the Asian Games, we are going to play the Olympic qualifiers immediately, and the task is still relatively heavy. I hope that the Olympic qualifiers in the future can make up for the regret of this competition." Lu Xiaohui and reporters said.

There are also many Qingdao people in the technical team.

Walking off the podium, Lu Zhuan happily took a group photo with several staff members. When I opened my mouth, I found that it was all Qingdao accent. "There are 11 Qingdao people in the football competition team of this Asian Games." Liu Jifeng, who is in charge of the competition operation, and the reporter introduced.

Liu Jifeng is about the same age as Lu Xiaohui, and he is also one of the earliest football players in China. Lao Liu was admitted to Shanghai Institute of Physical Education. After graduating from Shanghai Institute of Physical Education in 1999, he studied rugby rules at his own expense and became a national referee. After eight years as a referee, Liu Jifeng devoted more energy to organizing rugby matches and promoting the sport.

"For the Asian Games held at our doorstep, our competition operation team came to Hangzhou two years in advance, worked intermittently for more than a year, and stayed in Hangzhou for the last two months, mainly to ensure the smooth operation of the event, and then to protect our national team." Liu Jifeng said.

Qingdao referees and technical officials who participated in the rugby match of this Asian Games took a group photo with the women’s team coach Lu Zhuan after the game.

Qingdao people who participated in the rugby match operation team of this Asian Games also included Teng Liang of the competition operation team, Hong Zhe, an international technical official, Kou Yong, Ai Bin, Guo Xiaohui, Jiang Gangan, Wang Tingting, Yin Linmeng, Tan Xueshuai and Song Shun, domestic technical officials. They all have experience in rugby, and many of them are former star players. Like the young Wang Tingting, she once won the third place in the women’s rugby team on behalf of the national team at the 2014 Nanjing Youth Olympic Games. Jiang Gangan won the rugby women’s team championship in Incheon Asian Games on behalf of China in 2014, and won the rugby women’s team championship in Asian Championships for two consecutive years in 2015 and 2016.

Hong Zhe, an international technical official, currently works in Qingdao Compulsory Isolation Drug Rehabilitation Center and has been a rugby referee for 15 years. "In recent years, the rugby referee team in our country has been growing, and it is very necessary to test it through high-level competitions such as the Asian Games. This time, we successfully completed the task and were recognized by officials and technical representatives of international rugby organizations. " Hong Wei said.

Start early and have plenty of reserve forces.

Men’s rugby sevens entered the Asian Games family in 1998, and women’s rugby officially became a competition in the 2010 Guangzhou Asian Games. Because this sport combines technology, wisdom, physical strength, speed and other elements, the intensity of confrontation is much higher than that of football and basketball, so it is highly observable.

With rugby officially becoming an Olympic and Asian Games event, the sport, which was slightly "unpopular", has attracted more and more attention in China. Many Qingdao rugby players participated in this Asian Games in Hangzhou, which is enough to show the development level of Qingdao rugby.

China women’s football team took a group photo with the technical officials after winning the championship.

Qingdao rugby has always occupied a very important position in the national rugby field. This is mainly due to the early launch of this sport in Qingdao. Since the 1990s, Beijing Agricultural University, Shanghai Institute of Physical Education, PLA Institute of Physical Education and other institutions of higher learning have begun to recruit rugby talents. Qingdao players are generally favored because of their excellent physical condition, flexibility and coordination.

In 1998, Qingdao established the first rugby club in China, Shark Rugby Club. More and more Qingdao children began to contact and engage in rugby. In the rugby competition of the 25th Sports Meeting in Shandong Province, which ended last year, the four teams of men and women in Qingdao Basketball Rugby Center won a champion, two runners-up and a third runner-up, and won a total of 12.5 gold medals according to the scoring method of rugby events, ranking first in the province in the gold medal list. This fully shows the strength of Qingdao rugby junior talents at present.

"Now there are more and more retired players in Qingdao who have transformed into referees and technical officials. Qingdao rugby has developed very well as a whole. I hope that competitions like the Asian Games can further exercise our referee team and drive more Qingdao people to participate in this sport in the future." Liu Jifeng said.