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Is the short video ＂killing＂ the long video？

Author: Fan Ying, title map from: vision china.

With the rise of "Tik Tok" and "Aauto Quicker", people spend more and more time on short video platforms. About 15 seconds to 1 minute, one novel and interesting content after another stimulates dopamine in our body, making short videos the best choice for many young people to spend their scattered time.

Some people assert that short videos are "killing" long videos.

Is this really the case?

Recently, Wang Yizhi, a partner of Fanying, made a live sharing activity with the theme of "How to build a video content judgment standard by saying" long "and" short ". In this sharing, he put forward a series of vivid and interesting views on the development and relationship between long and short video content, and shared his thoughts and attempts on the "video content judgment standard" for content developers by combing the development of mature markets.

The following are the highlights of this sharing:

Short video: Am I killing the long video?

Short entertainment content is the mainstream of consumption.

In fact, the entertainment content with relative length has always existed in people’s lives. For example, in the non-video era, people usually like to read tabloids, which consumes less time and has a lower reading threshold than novels. Compared with the cost of watching singing in the theater, people are more willing to go to the roadside to watch the performances of jugglers.

In the video age, with the popularity of home videos fading away, it is becoming more and more normal for people to brush short videos between buses, subways or meals than to spend money and time going to the cinema.

So how do we define long and short videos?

In fact, for most audiences, the boundary between long and short videos is not so clear. Even in the industry, the difference between a short video platform and a long video platform is not clearly defined.

How to distinguish between long and short videos depends more on the service provided by the video content. In most people’s understanding, long videos have complete information, such as movies, TV shows, variety shows and so on. The short video, in the public’s cognition, will be news, advertisements or instant entertainment information represented by Tik Tok. From this perspective, we understand that smaller and shorter content will have lower threshold and stronger popularity at the level of entertainment content.

In fact, from the beginning of the cinema era, long and short videos have always complemented each other and developed together. In the 1930s, most of the short content such as newsreels, animations and short stories were broadcast in European and American cinemas, instead of long movies. In the TV era, for a long time, the TV platform played mainly short content. With the expansion of the audience and the reduction of production costs, we saw TV dramas and movies on TV.

Therefore, it is not short video that squeezes the space of long video, but short content has been the mainstream of mass entertainment consumption for a long time, while long video is the upgrade of consumption and experience.

Network: the main position of video consumption

Video consumption needs to be distinguished according to the scene and terminal when the audience consumes.

However, with the popularity of mobile portable devices, the Internet is everywhere, and even cinema viewing is inseparable from the Internet. To some extent, we can say that the terminals where viewers consume videos today can be regarded as "Internet terminals". So what makes the difference? Scene.

If we divide the consumption scenes of the audience, it can be said that "indoor" and "outdoor" are more applicable. Because of the different consumption scenes, the audience’s behavior of consuming videos will also be different. For example, when the audience’s consumption scene is indoors, even if we have a mobile phone, we may choose to use smart TV to consume videos.

The main consumption place of fragmented information is completed in the process of moving, while inconvenient public space needs to create a sense of ritual, such as the lighting atmosphere of the theater and the requirement of mute the audience’s mobile phone, which can help consumers access their computers more efficiently.

From the comparison between the annual movie box office growth in China and the increase in the number of Internet and mobile phone users, it can be seen that although the total box office in China has been climbing, the people who go to the cinema to see movies still account for only a small part of the number of netizens.

Although there are a lot of free content on the Internet, the attention economy brought by the huge netizens is very considerable, which is unmatched by cinema consumers.

Therefore, the main consumption position of entertainment content is still on the Internet.

Short video: a trial of long video

The symbiotic relationship between long and short videos is also worthy of attention.

On the short video platform, there are three kinds of content with relatively large traffic, namely, social politics, entertainment and sports, and film and television. Among them, film and television is the most likely and easiest to lead to the transformation of long video content. The short video platform has gradually become the core traffic source of the long video platform.

Watching a long video is time-consuming. When the audience chooses whether to watch a long video, it is usually through a short video.(preview)To judge. Therefore, short videos are sometimes more like "samples" of long videos.

Short video is the main way for us to get any information, while long video is the way to get more information in depth.

In the short video ecosystem, the functionality of different video content is very clear. Long video can bring better immersion and more complete harvest to the audience on the basis of this function.

Generally speaking, short videos drive the consumption of long videos to a certain extent. There is no tension between short video and long video. They have a close relationship of symbiotic development and mutual promotion.

Short video is more widely spread, but the "liquidity" of long video is still irreplaceable by short video, and its "long tail effect" is also beyond the reach of short video in the short term. Therefore, for the content industry, the marketing of short video can help create higher highs and bring more long-term benefits in the operation of the whole film during the initial period of word-of-mouth and influence establishment.

Short video: incubating creative talents

The nationwide creation of short videos has also laid a broad content and talent base for long videos. For a long time, our talents in the field of cultural creativity are relatively limited, and the production capacity we can bring is relatively weak, so we have always had many problems in the quality of long and short videos.

Nowadays, the short video platform actually releases the participation of the whole people.

Although the tools and production technology need to be improved, this release can still bring us a lot of innovative content, and also give many people who are interested and have ideas a space to practice their hands, which will naturally bring about the trend of "a rising tide lifts all boats".

At the same time, short video is also a very good starting point for long video content, which can bring a lot of things outside the brain hole of professional screenwriters to the creators, and these things are grounded and vivid. Of course, to some extent, the short video created by the whole people has also improved the audience’s requirements for long videos.

So, how do we judge the quality of long and short video content? This involves the establishment of a content standard system. Let’s take a look at what mature markets do first.

Content standard system: reference from mature markets

Hollywood was also dominated by the creator-centered system in the 1960s and 1970s, and the situation it faced after World War II was also the lack of creators and practitioners. What broke this pattern and laid the foundation for the construction of Hollywood’s future industrial system was a film called "The Gate of Heaven".

At first, the budget of Gate of Heaven was $7.5 million, which was a very huge figure in the 1980s. Its director, Michael Simino, has just won four Oscars before making this film, which is in full swing. However, the film continued to exceed the budget during the filming process, and the final investment was as high as 44 million US dollars. But after the release, it only earned $3.5 million at the box office.

This defeat directly led to the closure of the old Hollywood production company Lianyi, and caused a huge impact on Hollywood at that time. It was also after this that Hollywood began to explore the process and standardization of film production.

Industrialization means standardization, which indicates that it can be scaled up.

The following figure shows the proportion of pure content revenue in the total revenue of three companies with relatively high Hollywood market today. We can see that in a long period of time, whether it is Sony with "hardware+entertainment", Comcast with communication, media and entertainment content as a whole, or Disney, which made a fortune by acquiring media through content to build an entire business empire, this ratio has not changed much.

Four characteristics of industrialization of content industry

Content output refers to the direct realization of content copyright itself.(excluding derivatives such as toys and amusement parks). It can be seen that in the operation of these industry giants, the production and marketing management of content have a stable standard process and scale.

On this basis, NETFLIX’s business model today has been created. Its comprehensive long video content classification standard, distribution model and recommendation mechanism are actually closely related to the industry standards established by Hollywood itself.

Looking back at the whole Hollywood system, if we want to achieve more standardization nowadays, we must first solve the production problem. The content on the short video platform actually solves the problem of production standardization and realizes the convenience of distribution and interactive communication with consumers. Therefore, it can make today’s short video content present a colorful and blooming state.

Establishing basic standards and building market ecological chain

In the industry, basic standards are divided into three categories, namely product standards, media standards and crowd standards. How to establish the industry standard of short video, we can first understand from long video.

Product standard

The basis of the whole product standard in Hollywood is type. For the audience, it is also through the type to distinguish the functions provided by the content.

Another point in product standards is difference. The essence of difference is innovation, and innovation is risky. Hollywood studios have a tent pole.（Tentpole）The concept of using a very high-cost content to prop up a "tent pole", and the rest of the investment and energy will happen around this.

Media standard

The standards at the media level are divided according to consumption frequency in the whole North American system, and different media are used to correspond to audiences with different consumption frequencies.

For example, six months before the release of a movie, the "heavy users" of the movie will be accurately advertised on a certain platform or category. For "moderate users", access to information through a wider range of channels, such as public television and cinema trailers. Finally, there are "light users", which are mainly outdoor advertisements. From "severe" to "mild", the communication atmosphere is finally formed.

Crowd standard

Based on the above two standards, the crowd standard in Hollywood is cut very finely, and we can see countless classification labels. It is precisely because of this relatively clear and stable standard that the judgment of consumers is relatively accurate, and there is basically no "dark horse" in the entire Hollywood market.

This phenomenon is not uncommon in China market. The existence of "dark horse" actually represents the strong uncertainty of the market, which is not safe for the content industry. The process of establishing standards is also the process of "eliminating dark horses".

How to establish content/product standards?

There is a general model for establishing these standards, which is to follow the two dimensions of "ornamental" and "marketability". The common understanding of "ornamental" is "good looking", while "marketability" is "good selling".

Based on these two dimensions, each content can have an evaluation standard, which is commonly said as "applauding and making a seat". This is also the core goal of every content now.

Take The Wandering Earth as an example.

In 2018, Fan Ying worked with Tencent Pictures to study the genre of China sci-fi movies. During this period, she visited the practitioners in the whole process of sci-fi movie production, conducted in-depth research from creators and audiences, sci-fi audiences and non-sci-fi audiences, and analyzed the possible future trend of China sci-fi market.

At that time, an outstanding conclusion was that the theme of disaster may be an opportunity for China’s science fiction. And The Wandering Earth’s theme is in line with this discovery. It is the story built on this basis that conforms to the values of Chinese people, which makes The Wandering Earth arouse the emotional resonance of Chinese people: "Good-looking".

At the same time, Fan Ying made three audience tests for The Wandering Earth. In the first round of testing, the biggest confusion caused by the whole film in the hearts of the audience was the contradictory relationship between Liu Peiqiang and Liu Qi. After repeated tests and three rounds of adjustment, the audience finally formed a sense of resonance with family affection, and reached the standard of "good-looking" in the hearts of the test audience.

Let’s look at the perspective of "selling well". We need to find a breakthrough point with word-of-mouth potential on ontology.

Pass the test of marketing link(Provide some information about the film, not the whole trial)To tap the audience’s interest points, the study found that it was outstanding in three levels: "special effects", "science fiction" and "story", so as to find the power point of marketing actions.

Then, how to formulate the marketing strategy of film and television content is actually very different between long and short videos. Different from the immediacy of short video, the entry threshold is low and the function is clear. Long video is a process that needs to establish a relationship with the audience at an early stage-"building questions in the audience’s mind".

Therefore, how to establish this interest point is the key in long video marketing. And this interest point is the question that the audience must enter the cinema to solve. If the output information does not arouse such curiosity in the audience’s mind, the purpose of marketing will not be achieved.

Another classic case: Titanic.

As a typical case of Fox in moderns, the biggest problem faced by its marketing team before the release was, "What should we sell?". They need to pick out the core marketing points among many elements such as epic, special effects, big director and so on.

After continuous testing, it is finally found that "the choice of two people who love each other under the background of disaster" is the best core point in both marketing level and content ontology level. So the final publicity strategy is "What happened to them?" And finally set the slogan is "nothing in the world can stop them"（Nothing on earth could come between them.）.

"Life and death choice" is the motif established in the marketing of Titanic. Long video content must find out what this motif needs to be solved.

Combined with the above cases,It is through the quality of the film itself(Good-looking)And the excavation of marketing entry point.(is it good to sell)We have established the basic criteria for judging the content.

As mentioned earlier,The establishment of production standards is based on types, and the formation of differences is innovation.

Whether it is a long video or a short video, the genre is very important. The genre represents the function of a video. Horror films need to scare and stimulate the senses of the audience, and romance films need to bring romantic emotions and feelings to the audience.

Innovation on the basis of satisfying functions brings about differences in positioning. The difference in positioning is not necessarily the difference in content ontology, but is influenced by the market and creative strategies, which will affect the psychological expectations of the audience.

The difference between long video and short video is that the audience of long video often has expectations, and whether it meets or exceeds the psychological expectations of the audience is the key to the success of long video.

Key nodes of content operation management

For content producers and managers, there are several key nodes in the marketing strategy of long video that deserve attention.

First of all, in the early development stage, we need to arouse the initial interest of the audience with core information.

Secondly, in the production stage, we need to know the type and functionality of the content and what emotional resonance we want to achieve in the audience’s mind.

Finally, in the filming stage, the focus of attention is the core marketing strategy, which needs to be decided after the marketing test of the audience. As well as the final declaration and guidance stage, it is necessary to check all the strategies.

In all these steps, we need a very systematic understanding and management, so that the long video can finally have an expected result.

Author: Fan Ying

Helping ＂Six Guarantees＂ and ＂Six Guarantees＂ and Practicing ＂Double Services＂ Series Report No.3： Zhejiang Bank Chongqing Branch： Helping Small and Micro Enterprises to Resume Work and Build a Commun

Fengdu county magistrate Luo Cheng fried beef steak on the spot

Live upstream journalist Gao Ke photo

"What can be robbed tonight?" "I want to grab spicy chicken and Hengdu steak!" "Seconds kill, seconds kill, I’m waiting for seconds kill" … At 8 o’clock last night, the second season of Chongqing’s "Double Sun" entered Fengdu time. Luocheng, the county magistrate of Fengdu County, went into the live broadcast room to watch "abundant scenery" and buy "abundant things" with netizens, and felt the local landscape tour, cultural tour and food tour together.

During the live broadcast of one and a half hours, more than 310,000 netizens poured into the live broadcast room, and received 1.78 million praises. The spicy chicken was sold out of stock, and 6,000 copies were temporarily sold. Tickets for 1 yuan were sold out in two minutes … Netizens not only saw all the cultural beauty of Fengdu in the "double sun" live broadcast room, but also grabbed their favorite Fengdu specialties.

"small search for abundance"

Fengdu fans have a new name.

Just at 8 o’clock in the evening, many netizens flooded into the live broadcast room. "Fengdu Ghost Town is so famous that I want to see it." "Fengdu Temple Fair is fun, but it’s a pity that I only looked at it online this year. Will it be done next year?" "It’s hot this summer, is there a holiday package in Nantianhu Scenic Area, can it be cheaper?" … With the beautiful scenery of Fengdu gradually appearing on the screen, the audience in the live broadcast room is also growing rapidly.

Seeing the enthusiasm of netizens, Luo became a netizen who loved Fengdu and took a nickname-"Xiaomifeng". Luo Cheng said that today’s young people have their own exclusive titles. In the next 90 minutes of live broadcast, he will lead the "Little Mifeng" to experience Fengdu’s cultural experience tour, recreational holiday tour and happy and passionate tour.

Only half an hour after the broadcast, the Fengdu live broadcast room attracted more than 50,000 people to watch, with more than 830,000 likes. The whole live broadcast was watched by more than 310,000 people, and the number of likes reached 1.785 million, which was enough to see the enthusiasm of the "Little Yufeng".

2 minutes

1000 tickets for 1 yuan were robbed.

Where is the first stop to travel to Fengdu? Many people’s answer must be the famous mountain scenic spot. In the live broadcast room, Fengdu Mountain Scenic Area also took the lead in making its debut.

Luo Cheng introduced that Fengdu Famous Mountain is the first batch of national-level scenic spots and the first batch of 4A-level scenic spots in China. It is famous all over the world for its unique culture and has become a window to show the mysterious oriental culture to the world.

Since it is a live broadcast with goods, Luo Cheng has also brought real discounts to the "Little Mifeng". The original price is 90 yuan/Zhang’s ticket to Fengdu Famous Mountain Scenic Area, and the live broadcast room only needs 20 yuan/Zhang.

What’s more exciting is that the live broadcast room has also opened a limited spike in tickets in 1 yuan. With McCullough’s "putting on the shelves", netizens started a crazy snapping mode. In just 2 minutes, 1,000 tickets for 1 yuan spike were all robbed.

It is not only the scenic spot tickets that have been robbed, but also the popular Fengdu cuisine "Spicy Chicken". After visiting famous mountains, spicy chicken is also called "yet we called and urged a thousand times before she started toward us". The original price of spicy chicken in 79 yuan/bag, as long as the price of the live room is 58 yuan/bag, all of them will be robbed by netizens in five minutes. Luo Cheng discussed with the manufacturer on the spot and temporarily added 6,000 items to meet the "hands-on desire" of netizens.

show one’s hand

The county magistrate went down to the kitchen to fry steak for netizens.

In the live broadcast room, Luo Cheng, the county magistrate, not only introduced the products to the "Xiaomifeng", but also put on an apron to show his talents and shared his experience in frying steak with you.

"Luo county magistrate, I’m Xiao Bai in the kitchen. Do you have any skills for frying steak?" The anchor who is not very good at cooking asked. Luo Cheng replied, "Don’t worry, just buy Hengdu beef."

Why is Hengdu beef so delicious? Luo Cheng introduced that beef is delicious, first of all, it depends on the variety of cattle. Hengdu beef cattle are young bulls of about 2 years old, such as Simmental and Angus. Feeding them with grain for 6-8 months will make the cows have better nutrition, richer protein and more uniform muscle fat. At the same time, during the slaughtering process, the acid was discharged at low temperature for 72 hours, so that lactic acid in the meat was naturally decomposed into water, carbon dioxide and alcohol, and adenosine triphosphate in the meat was decomposed into inosinic acid, which is chicken essence, so the taste was fresher.

McCullough explained, while dealing with the thawed steak. "I often fry steaks for my family at home, but I still have some experience." Luo Cheng said that the first step in frying steak at home is to soak up the water on the beef surface with kitchen paper after the steak is thawed and softened, and then sprinkle coarse salt and black pepper on both sides of the steak.

After "massaging" the steak with seasoning, McCullough poured olive oil into the frying pan. "My experience is that the oil temperature must be high enough before the steak is served, so that the moisture in the steak can be better locked." Luo Cheng said that after frying one side for one minute, you should first fry the sides of the steak and seal the edges, then fry the second side for about one minute. You should not fry it too hard, and finally use a little butter and rosemary before taking out the pot.

In the live broadcast room, Luo Cheng also brought the benefits of Hengdu Steak to netizens. The original price of 399 yuan/bag of Hengdu steak is 10-piece package, and the live room is only 149 yuan, and 12 packages of steak sauce, a pair of knives and forks, a steak frying pan and 2 pieces of 100 grams of whole-cut steak are also presented. It doesn’t matter if you don’t have time to snap it up. You can enjoy the special price of 149 yuan/bag within 15 days after the live broadcast.

Live room

Buy at half price　

Fengdu Kangyang Resort Holiday Room

Furnace Chongqing’s summer is coming. Have you decided where to spend the summer? In the "double sun" live broadcast room of Fengdu, Luo Chenggong brought the coolness of Fengdu to netizens.

Chongqing summer vacation, Nantianhu tourist resort is one that has to be mentioned. In the live broadcast room, Luo became a netizen to send benefits: the original price was 5680 yuan/room/month for the Minghu Resort Hotel suite, and the live broadcast room was limited to 2 sets of 1888 yuan/room/month and 3 sets of 2888 yuan/room/month. At the same time, five sets of 3888 yuan/room/month discount will be provided within 15 days after the live broadcast. Due to the large discount and scarce quantity, holiday products are all seconds.

In addition to Nantianhu, Luo Cheng, the county magistrate, also introduced Xueyu Mountain, another rural summer resort in Fengdu, to netizens. "Many people on Xueyushan Mountain are citizens from the main city, and they have become Xinfengdu people." Luo Cheng sent an invitation to more netizens in the live broadcast, inviting everyone to go to Fengdu to be a "mountaineer".

In the live broadcast room, the original price of Xueyushan Kangyang Holiday Room is 2,500 yuan/person/month. During the live broadcast, the price is only 1,200 yuan/person/month, including not only accommodation, but also three meals a day.

Wenchuang is popular.

Ghost face painting and straw painting

"Double exposure" involves exposure to "cultural and creative products" as well as "cultural and creative products".

What kind of experience is it to draw a face on a wooden ladle? "This is a unique art born out of Fengdu folk culture." Luo Cheng said that the ghost face painting is similar to the face painting of Peking Opera and Sichuan Opera, and it was awarded as "one of the best folk arts in China" in 1994. Luo Cheng invited Lei Xiaobin, the non-genetic inheritor of "Ghost Town Painting", to the scene to show netizens the production process of ghost face painting. In addition, Fengdu straw painting, a municipal intangible cultural heritage in Chongqing, was also displayed on the spot.

In the studio, the original 360 yuan/piece ghost face painting only needs 220 yuan/piece, and the original 150 yuan/piece wheat straw sculpture painting only needs 45 yuan/piece.

Because the production is not easy, there are only five products for sale on the spot, and netizens have left messages saying that "the gourd painting seeks to increase the quantity" and "is there any straw painting? How can it be used every second?" If you also like Fengdu’s cultural and creative products, you may wish to go to the local area and talk with the craftsmen about the story behind Wenchuang.

Chongqing morning post Upstream Journalist Zhang Hanxiang

[Disclaimer] The texts, pictures, audio and video that are not marked with "Source: Upstream News-chongqing morning post" or "Upstream News LOGO" on the upstream news client are all reposted. If the reposted manuscript involves copyright issues, please contact the upstream news.

Huang Lei was deeply ripped off, and people were in jeopardy： from the early generation of Wen Qing to the ＂little man wrapped in pulp＂, what happened to him？

Huang Lei was deeply ripped off, and people were in jeopardy: from the early generation of Wen Qing to the "little man wrapped in pulp", what happened to him?

Huang Lei first appeared as a literary youth with long hair, and a song "I think I am the sea" once charmed countless girls. But I don’t know when, his label changed quietly, from Wen Qing, who doesn’t eat human fireworks, to a "smart man" and a greasy man who enjoys staying in the kitchen. Now he is ridiculed by the group for "cooking delicious" and seems to be looking for ways to regain his disappearing popularity.

Despite being criticized for being greasy and preaching, Huang Lei is really a genius. He was born into a family of entertainers, and his father was a national first-class actor. I grew up in the theater when I was 6 years old, and then moved to Beijing with my parents. In the college entrance examination, Huang Lei was unexpectedly defeated in the drama, but was successfully admitted to Beiying, and became classmates with Wang Jinsong and Jiang Wu. During his college years, he was admitted to the graduate school before graduation and was able to stay in Beiying as a teaching assistant.

In 1995, 24-year-old Huang Lei took a fancy to Sun Li in the art examination. The woman was six years younger than him, with excellent grades and outstanding temperament. Huang Lei approached her through the opportunity of teaching assistant, and they soon got together. At that time, Huang Lei had already entered the circle by participating in Chen Kaige’s "Walking and Singing", and the starting point was very high. In the same year, he also won the Best Supporting Actor Award at Changchun Film Festival for starring in the film "Midnight Singing". This love story is full of romance, much like the "big star falls in love with me" scene.

Subsequently, Huang Lei released albums "Singing while Walking" and "I Think I am the Sea". In the MV, his long hair was fluttering, thin and gentle, which met the criteria of mate selection for girls at that time. The heroine in the MV is his girlfriend Sun Li. In 1999, the TV series April Day on Earth made Huang Lei completely popular. Sun Li also made her debut in the same year, starring in the drama The Legend of bodhidharma. In order to help his girlfriend, Huang Lei introduced her friend Cai Yinong, who had just set up Tangren Film and Television. In 2000, Sun Li became popular for starring in The Mermaid, a legend of heaven and earth, and was called "a sister in the early Tang Dynasty". However, she chose to get married and quit when she had a bright future.

Details of Tank 300 are announced. Off-road is comparable to herdsman, and the fuel tank is as high as 80L.

Haval H9 (parameter picture) and Great Wall cannon are far beyond the expectation of the Great Wall in terms of technical accumulation and user response. Therefore, even though BBA stands out from the crowd with new products at the Beijing Auto Show, WEY brand has finally become a popular brother in its own brand, which shows how powerful the drainage function of the hard-core SUV tank 300 is.

Haval H9 is just a foreshadowing.

According to the expert’s thinking, Tank 300 is actually regarded as the second-generation architecture product in the Great Wall hard-core SUV matrix. The reason for this is not only that WEY tank platform has been able to realize the variable size and parts sharing like Volkswagen MQB and Toyota TNGA on the non-load-bearing body, but also that Great Wall has finally developed a pure hard-core structure part-time 4wd on the harder-core off-road equipment.

We should know that the popularity of Haval H9 and Great Wall Gun on the Internet is nothing more than playing with mud, climbing big slopes and flying sand, which is comparable to Prado’s performance. However, while users marvel that this performance has exceeded the price expectation, users have ravaged this car for a long time, which has also caused the fact that the TOD four-wheel drive (timely four-wheel drive) of Great Wall is still unstable in harsh environment.

Therefore, it is self-evident that Great Wall put the tank platform with part-time 4wd architecture in WEY brand. The first benefit is not only to increase the premium rate of Great Wall in the field of professional four-wheel drive again, but also to help WEY brand open up a second SUV subdivision attribute other than VV series.

Performance herdsman, interior is better than Mercedes-Benz.

With the part-time 4wd system, a trump card related to the life and death of a hard-core SUV, WEY naturally doesn’t need to weigh the balance between space and off-road performance on the tank 300 like H9, so the overall body not only follows the big form of Jeep herdsman, but also continues to improve off-road passing performance through a smaller body and wheelbase.

Of course, in terms of appearance and interior, the tank 300 is also very Nice. The retro shape design with bright colors not only attracts the attention of passers-by, but also moves to the interior full of luxury technology to compete for the attention of minority groups.

Of course, returning to the essence of off-road spirit, the initial product of Tank 300 did not fully use the dreamy 3.0T power configuration in PPT, or the 2.0T+8AT powertrain of Haval H9, but two different sub-models will be launched according to the player’s mentality (capital), that is to say, the road version will still be equipped with the same TOD four-wheel drive system as H9, and the off-road version will be equipped with the latest part-time 4wd system. Who will be after listing?

In this era, apart from a set of reliable four-wheel drive, two locks and three locks, it is absolutely impossible without a dazzling array of electronic auxiliary systems. In addition to having the same tank turning and crawling modes and nine driving modes as H9, Tank 300 has also developed an all-terrain mode similar to Land Rover in 4L mode.

In addition to the help of hardware and electronic control for extreme off-road, the tank 300 is equipped with an 80L fuel tank which is close to the size of the five-door version of herdsman. Therefore, even if the fuel consumption rises to 15L/100km during hard-core off-road, the remaining 70L gasoline is enough to make the tank 300 last more than 450 km.

If we want to predict the price, then this model may once again break through the WEY car price ceiling. Except for the special limited edition, the off-road version will probably come to around 240,000, while the road version will be expected to get started at around 160,000, so it is true that he is a domestic Rubicon.

Dongfeng is on fire this time, and the automatic manual transmission (AT) gearbox.

Located in the pickup truck, the car has attracted much attention since its debut. Recently, the Dongfeng family has upgraded its brand-new model, and its overall quality has been significantly improved, which has made many fans quite excited. Generally speaking, the front of the new generation of Ruiqi 6 has become more harmonious, and some protruding lines have been added to the hood, which looks quite muscular and looks very energetic after the headlights are lit. From the side of the car body, the new car adopts a sideways design, which prolongs the visual effect of the car to a certain extent and makes it more sporty. The front of the car and the rear of the car are both familiar and trendy, and the details of the taillights have become more attractive after being redrawn.

Ruiqi 6′ s double-color interior design is quite simple, and the visual effect is tough without losing the sense of hierarchy. In similar price models, this design can make people simple. The car uses a relatively sporty steering wheel in the car, which instantly improves the grade of the whole car and makes people feel full of power when driving. The center console of Ruiqi 6 is wrapped in a large area of soft leather, with exquisite materials and workmanship. It is equipped with a 7.0-inch central control LCD screen with clear display and relatively young design. The front row is also equipped with an automatic air conditioning control system to freely debug the most comfortable space atmosphere. Ruiqi 6 is equipped with leather seats.

The car length of Ruiqi 6 is 5310mm, the car body width is 1850mm, and the wheelbase is 3150mm, which is quite satisfactory. In the same class, the wheelbase of Ruiqi 6 ranks 16th. As a pickup truck, its body size does not occupy much advantage in its class, and its internal seating space is only basically enough. After all, it is limited by the length and shape of the body. Among the models of the same price and class, the trunk volume of Ruiqi 6 ranks 16th. The space is relatively regular, without obvious protrusions, and the overall loading capacity is good.

Dongfeng Ruiqi 6 is equipped with a combination of 2.3 turbocharged engine (direct injection) and automatic manual (AT). It will definitely bring unforgettable control charm. Ranked 8 th among 80,000-120,000 pickup trucks.

The active/passive safety configuration of Ruiqi 6 is complete, includingAutomatic parking、Zero tire pressure endurance tire、Automatic parking、Steep slope descent、hill start assist control、knee airbag、HUD head-up display、Anti-lock braking (ABS)、Braking force distribution (EBD/CBC, etc.)、Brake assist (EBA/BAS, etc.)、Traction control (ASR/TCS, etc.)、Active noise reduction、Engine start and stop、Side safety air curtain、Wireless charging of mobile phone、night vision system、LED daytime running lights、Forward reversing radar、Tire pressure monitoring、Steering wheel heating、Body stability control (ESP/DSC, etc.)、Rear reversing radar、Fatigue reminder、Remote parking、Child seat interface、Lane keeping (LKAS)Equal configuration.

Among them,Automatic parkingYou can avoid stepping on the brakes for a long time or needing to pull frequently;Steep slope descentCan safely pass through steep slope road conditions at low speed;knee airbagReduce the injury of the car interior to the occupant’s knees in the secondary collision.

If the above data, participation, etc. can’t fully understand Ruiqi 6, then we can give you a more comprehensive reference according to the word-of-mouth information of users who have purchased Ruiqi 6 in history. It can be seen that everyone is most satisfied with the Ruiqi 6 because its grille looks good, and the sharp headlights and durable engine are also the points that everyone likes it.

2025 Accord, with a discount of 65,000 yuan, nearly 5 meters in length and 6.6L in fuel consumption, is suitable for young people.

If you want to buy a joint venture brand B-class car, then the Honda Accord should appear in your options. At present, Honda Accord has launched 2025 models, involving four configurations. At present, this car has a relatively large discount at the terminal. For example, the Accord 2025 Sharp T-Motion 260TURBO Deluxe Edition that we are going to mention today has a guide price of 197,800 yuan. However, according to the inquiry of Chedi, in Beijing, a dealer quoted a price of 132,800 yuan, which is equivalent to a discount of 65,000 yuan, and the price/performance ratio is quite high (the degree of discount varies from place to place, please consult the local dealer for details).

The 2025 Accord is equipped with a 1.5T engine, which adopts the type of in-cylinder direct injection. The cylinder head and cylinder block of the engine are made of aluminum alloy. Its maximum power is 141 kW and its maximum torque is 260 Nm. In terms of transmission, it is equipped with CVT continuously variable gearbox. The start of this power combination is quite brisk. At 1700rpm, the maximum torque can be obtained, which can provide good acceleration performance and climbing ability. Its maximum speed can reach 186km/h, and the comprehensive fuel consumption under WLTC conditions is 6.6L/100km. Suspension, it is equipped with McPherson independent suspension+multi-link independent suspension, and the chassis is full of toughness, which can play a very good supporting role for the body.

It is equipped with Honda SENSING assisted driving operating system, with 2 cameras outside the car, 1 camera inside the car and 3 millimeter-wave radars. Support full-speed adaptive cruise, variable steering ratio system, etc., and also support sports and economical driving modes. It also has a wealth of active safety early warning, supporting active braking, fatigue driving reminder, lane keeping and other functions.

This car has Honda CONNECT 4.0 in-vehicle intelligent system and supports the remote control function of mobile App. It is equipped with a 12.3-inch central control screen and a 10.2-inch full LCD instrument. It matches the function of the app store and supports the download of software. It is also equipped with a head-up display system, and the HUD projection size reaches 11.5 inches, so it is convenient to watch some driving information through the front windshield. It supports mobile phone interconnection mapping function, and can support CarLife and CarPlay. It also supports the functions of car networking and OTA upgrade. In the main driver, saying "Hello, Honda" can wake up the car assistant and control some functions, which is very convenient.

According to the Accord, the seats are longer, and the protrusions on both sides of the seats are higher, especially for the overweight passengers. The seat is not stiff to sit on, and it has a good rebound when pressed. The front seats support the function of electric adjustment, and the main driver can move back and forth, adjust the backrest angle and height. The seats in the back row support the whole row to be laid down, which is quite practical. The rear seat has two USB ports, which is convenient for the rear passengers to charge. There is also a small skylight on the roof, which has good ventilation effect.

In terms of appearance, the Accord’s shape is very simple, and the lines of the body are also very smooth. Its front is low and its hood has obvious uplift. The front grille is polygonal, the inner grille is blackened, and there are horizontal grille strips at the bottom of the front of the car, which plays a visual stretching effect. The headlights on both sides are relatively long and narrow, equipped with LED far and near light, automatic headlights and other functions. From the side, the lines are elegant, and the body has tough lines. Its hub has been blackened, the size has reached 17 inches, and it is equipped with a combination of ventilated disc and solid disc brakes. The tail shape is also very sporty. It is also equipped with a duckling tail shape, and the taillights are processed through, which is very beautiful after lighting.

On the whole, I feel that the Accord is a model with good comprehensive strength. Its modeling movement and stretching lines are easy to attract the attention of young people. It has abundant power and economical energy consumption. With Honda SENSING assisted driving system and Honda CONNECT 4.0 in-vehicle intelligent system, the intelligent level of the whole vehicle has been improved. At present, this car has a good discount, and interested friends can pay attention to it.

Deyang Xingtu Lanyue price reduction information, the latest offer 175,900! If you miss it, there is no

Welcome to [Autohome Deyang Promotion Channel] to provide you with the latest automotive market trends. Currently, a high-profile model is running a high-profile promotion in the Deyang area. Car buyers now have the opportunity to reduce the cost of purchasing a car with a substantial discount of up to 18,000 yuan. The starting price has been reduced to 175,900 yuan, which makes Xingtulianyue an attractive choice in the market. To seize this great opportunity, don’t forget to click "Chatti Car Price" in the quotation form and let our professional team provide you with the most accurate promotion information to help you realize the ownership of Xingtulianyue at the lowest price.

德阳星途揽月降价信息，最新报价17.59万！错过就没有

The exterior design of Xingtu Lanyue is dominated by a sense of modern luxury and power, with a bold family-style design on the front face and a large-area chrome grille for smooth and tense lines. The body lines are tough, showing a confident and steady temperament. The overall style blends technology and sports aesthetics to create a strong visual impact. The meticulous carving of the details makes it easy to recognize its unique identity at a glance.

Xingtu Lanyue outlines its unique side profile with smooth body lines. Its size is quite shocking, with length, width and height of 4970mm, 1940mm and 1792mm respectively, showing the majestic body proportions. The wheelbase reaches 2900mm, ensuring the spaciousness and comfort of the interior space. The front and rear wheel tracks are 1644mm, ensuring the stability and handling performance of the vehicle. In terms of tire specifications, Xingtu Lanyue uses 245/50 R20 tires, which are matched with exquisite wheel rim design, which not only enhances the visual impact of the vehicle, but also provides good grip and stability for driving.

德阳星途揽月降价信息，最新报价17.59万！错过就没有

The interior design of Xingtu Lanyue shows the perfect fusion of luxury and technology. The exquisite leather steering wheel provides a good grip, supports manual up and down and front and rear adjustment, ensuring the driver’s comfort and convenient control. The 15.6-inch large-size central control screen stands in the car, integrating intelligent functions such as multimedia system, navigation, phone and air conditioning, and the operation is smooth and clear. The seats are made of luxury leather, which not only feels delicate to the touch, but also the main and auxiliary seats are equipped with front and rear adjustment, backrest adjustment and high and low adjustment. The main driver’s seat is also equipped with an additional electric memory function to take care of the individual needs of the driver. The front and rear rows are equipped with USB and Type-C ports, as well as wireless charging function of mobile phones, to meet the modern life and entertainment needs of passengers. The second row of seats supports front and back adjustment, and has a proportional reclining function, providing passengers with flexible space utilization and convenience. The overall interior design is dominated by humanization and technology, creating a comfortable and intelligent driving space.

德阳星途揽月降价信息，最新报价17.59万！错过就没有

Xingtu Lanyue is equipped with a 2.0T turbocharged engine with a maximum power of 192 kilowatts, which can output strong power. The maximum torque of this engine is 400 Nm, and the 8-speed automatic transmission provides the driver with a smooth gear shifting experience and excellent driving performance. This L4 engine provides a solid performance foundation for Xingtu Lanyue with its high efficiency and power output.

During the journey of Xingtu Luoyue, the owner of Autohome was particularly impressed. He praised Luoyue’s exterior design as domineering and atmospheric, and the design of the front and side faces was like a work of art, which made people unforgettable at first glance. He was also very satisfied with the delicacy and texture of the interior, and the package of soft materials enhanced the comfort and luxury in the car. The owner particularly mentioned that the configuration of Luoyue surpassed the joint venture models of the same price, especially the safety configuration, both in quantity and quality, which made people feel at ease. He summed it up with "safety is the greatest luxury", which just confirmed that Luoyue attaches great importance to user safety while pursuing luxury experience. As for space, the owner’s affirmation has undoubtedly further enhanced the status of Lanyue in the hearts of consumers, and its spacious third-row space is even more to meet the needs of family travel. Overall, Xingtu Lanyue has won the trust and love of car owners with its all-round excellent performance, and is undoubtedly a reliable high-end SUV choice.

Changan Qiyuan E07 pre-sale price 249,900, give a limited gift worth 20,000

With the increasing demand for travel diversity, consumers hope that their car can combine the handling and comfort of a sedan, the space and passage of an SUV, and the carrying and expansion of a pickup truck.

In order to meet the growing demand of consumers for "one car to many cars", Changan Automobile broke the routine and dedicated itself to creating products with "full scene, full purpose and full function" with innovative concepts. Changan Qiyuan E07 came into being.

Since the debut of the new car, it has been affectionately called "China’s version of Cybertruck" by consumers. Like Tesla Cybertruck, Changan Qiyuan E07 is the only mass-produced model in the world equipped with a central ring network architecture, with comprehensive leading technical strength and vehicle manufacturing heritage.

Human-like wisdom, intelligence evolves

Changan Qiyuan E07 is positioned as a "panoramic intelligent variable SUV", which is a medium and large SUV for home users.

In the era of software-defined cars, the core competitiveness of car brands is the right to define. With the continuous change of user requests and usage scenarios, Changan Qiyuan E07 can not only meet user requests through software updates, but also open this definition ability to users.

Changan Qiyuan E07 adopts the SDA Tianshu architecture, which changes the architecture to make the car from a mobile machine to an "intelligent car robot". Among them, the L1~ L3 layers determine the physical fitness of the robot, laying the foundation for the car’s sensing, control and execution capabilities; the L4~ L6 layers determine the double-quotient level of the robot, and the computing power, algorithms and data are the cornerstones of its growth. In short, except for the brakes, accelerators, and steering wheels involved in safety regulations, all other electric control components can be freely defined by the user.

At the same time, compared with other brands that can only act as "microphones" and "porters", SDA Tianshu architecture can quickly respond to user requests and update through OTA at any time to achieve true "change with you".

In addition, Changan Qiyuan E07 also has the same world-leading central ring network architecture as Tesla Cybertruck. It is composed of a central computer (C2 + EDC), three regional controllers, and Ethernet, which can be regarded as the ultra-high bandwidth information spine of the vehicle, responsible for high-data information transmission, ensuring high-speed and accurate transmission process.

In terms of intelligent interaction, the cockpit adopts the full-scene interaction function of 9 sound zones to achieve full-space voice coverage, and provides different permissions and exclusive services for different locations. At the same time, the Changan AI voice model is connected to the cockpit intelligent voice system, supports cross-domain context understanding, provides multi-round dialogue, multi-intent understanding, and vague intent rhetorical questioning capabilities, and can understand and accurately answer vertical knowledge questions and answers such as vehicle condition, vehicle use, and maintenance. Now it is a convenient experience that "can be seen and said, and can be said and received".

In order to further enhance the ride and entertainment experience, Changan Qiyuan E07 is also equipped with a five-screen interactive system.

The driver’s seat has a 28.86-inch HUD head-up display, which can be personalized to adjust brightness, angle and other parameters to ensure visual comfort; while the sunflower screen and the queen’s co-pilot screen allow passengers in the car to navigate and follow dramas at the same time without interfering with each other; rear passengers can also enjoy the top audio and video entertainment experience through 2D/naked eye 3D-PAD.

In terms of intelligent driving, Changan Qiyuan E07 adopts three core technologies of "BEV perception", road large model technology and air suspension control system to create an excellent intelligent driving experience. For example, BEV perception technology can realize long-distance and high-precision obstacle recognition; and relying on road large model technology, it can provide road information beyond visual range and make accurate driving decisions in milliseconds.

For another example, the full-scene AEB emergency braking system is the first time in the industry to cover the function from the front to the rear. Further solutions are provided for the dangerous scene of forward collision. The automatic emergency steering function can assist the driver in emergency steering when conditions are met for moving vehicles that cannot be stopped, stationary pedestrians, and even horizontal pedestrians.

Diversified needs, ever-changing functions

The future of smart cars is a combination of software and hardware, capable of changing shapes, software, and functions. Many functions can be generated based on software, and the future can evolve into ever-changing functions. The future will bring infinite possibilities to everyone.

Changan Qiyuan E07 has a 1996mm wide body and an optimal wheelbase of 3120mm, providing users with better riding space and storage space.

For example, the industry’s first interstellar opening and closing dome, when the rear sunroof of the vehicle is opened, can greatly increase the upper limit of the height of the load, and large items such as moving and camping can be done in one car. With electric lift partitions, electric flat flip tailgates, air suspension, etc., it can easily realize the transformation of the car shape, meet the needs of users in all scenarios, and bring more possibilities to explore the distance.

For camping enthusiasts, when the rear seats are put down and the electric flat door is closed, this is equivalent to a large space in the "bedroom", which can fully satisfy the "big man" to lie down and rest; and when the front seats are in zero gravity and connected to the second row of seats, the meal can be easily transformed into a movie viewing mode, breaking through the definition of the traditional interior space.

It is worth mentioning that when the second row of seats is laid flat and the "one-button pickup" function is released, the rear cabin and the expansion cabin can directly communicate with the external environment, which is a completely open design. At the same time, the expansion cabin creates a series of storage designs for users and is equipped with ecological function modules. Whether the user uses it as a station wagon, camper van, or fishing artifact, it can be flexibly changed according to the user’s needs to meet the changing outdoor leisure needs.

Compared to the changes in the cockpit, the Changan Qiyuan E07 also features functional variability.

After more than 100 design optimizations and NVH tuning, with ultra-quiet tires and double-layer soundproof glass for the whole car, the new car has gone beyond the scope of ordinary household use and is more like a luxury SUV. At the same time, with the air suspension and CDC in place, as well as a variety of driving modes and R-EPS power steering system, Changan Qiyuan E07 has the driving pleasure comparable to a car.

Even when driving on mountain roads or non-paved roads, choosing off-road mode or escape mode greatly enhances the passability of Changan Qiyuan E07; coupled with the air suspension and CDC intelligent magic carpet suspension, it can still maintain a more comfortable driving experience.

It has to be said that the interstellar opening and closing dome of Changan Qiyuan E07 has a super-large opening size of 1.2m * 1m, which lays the foundation for the diversified expansion and deformation of the rear trunk. It only takes a blink of an eye to transform from an SUV to a pickup truck. After opening, the space of the trunk is not capped, and there is no pressure on whether it is cargo pulling, opening the diversified life of the car.

Super performance, hexagonal warrior

Changan Qiyuan E07 revolves around the user’s real-world car scenarios, providing pure electric and range extension power, two-wheel drive and four-wheel drive modes, covering four battery life ranges from 550km to 1000km, fully meeting the needs of users in different travel scenarios.

The car is equipped with a 440kW high-efficiency drive motor, which can output a maximum torque of 645N · m and accelerate 100 kilometers for 3.96 seconds, which is the standard of a million-class sports car in the fuel era. At the same time, Changan Qiyuan E07 is also equipped with double piston calipers and large-diameter brake discs, even in the case of 2.4 tons of curb weight, the braking distance of 100 kilometers is less than 36 meters, achieving both speed and safety.

At the same time, the car is equipped with 800V silicon carbide AI platinum power platform as standard, which reduces energy consumption by 10% compared with similar SUVs. Among them, the pure electric EV version has a battery life of more than 650 kilometers. Thanks to the boost charging technology, the charging for 15 minutes supplements the battery life of 365km.

The range extension version is equipped with the latest generation of range extension platform developed by Changan Quanzhou – Changan Tianyu Smart Range Extension. And it is equipped with the world’s first ENC engine active noise reduction technology and multi-damping shock absorption system, which effectively reduces the noise and vibration of the range extender and provides users with a quieter and more comfortable driving experience.

We often say that "safety is the greatest luxury", and Changan Qiyuan E07 has the same safety as a million-dollar luxury car.

Changan Qiyuan E07 has the hardest high-strength body in the same class, with high-strength steel and magnesium-aluminum alloy accounting for more than 90% of the whole car. At the same time, it also adopts the industry-leading front and rear body integrated die-casting technology, with a torsional stiffness of 39127N.m/deg, a bending stiffness increase of 23%, and an energy absorption efficiency increase of 54%.

It is reported that the technology uses a 7,700-ton die-casting machine to integrate 163 parts into 2 parts, and the casting time is only 110 seconds. The die-casting material is the same as the application material of the J-20 fighter jet, and the heat-free die-casting aluminum alloy and high-performance magnesium alloy materials jointly developed with the team of Academician Ding Wenjiang are also applied. Compared with the steel body structure, the weight is reduced by 25%.

In the use of battery packs, the new car adopts Changan’s self-developed brand battery "Golden Bell Jar". The battery pack combines multi-layer passive safety protection and vehicle cloud combined with active safety monitoring to truly achieve battery thermal runaway and zero fire, ensuring user safety.

The battery pack also has a long battery life, with a maximum drive efficiency of ≥ 95% and a charge-discharge efficiency of ≥ 97%. Under the same battery size, the energy consumption is greatly reduced and the battery life is greatly improved. In terms of step efficiency, the battery takes only 15 minutes to charge from 30% to 80%.

Write at the end:

Changan Qiyuan E07 is a benchmark product for the Changan brand to move up. In terms of configuration, performance and innovation, the car does bring real value to Chinese home users. For consumers who pursue technology and innovation, while focusing on practicality and functional value, Changan Qiyuan E07 is indeed a good choice.

Xiamen area Xingyue L Zhiqing is on sale! Discount 0.7 million, this time only.

Welcome to [car home Xiamen Special Promotion Channel], which brings you an exciting car purchase information. At present, the high-profile models are undergoing an unprecedented preferential activity in Xiamen. Car buyers can enjoy a cash profit of up to 7,000 yuan, which makes the original excellent Xingyue L Zhiqing model more within reach. The minimum starting price has been adjusted to 152,700 yuan, which is undoubtedly an excellent opportunity for car buyers to achieve a high-quality driving experience. For more detailed discount information and higher car purchase discount, click the "Check Car Price" button in the quotation form!

The car series Xingyue L Zhiqing is characterized by its slender body proportion, with a body length of 4795mm, a width of 1895mm and a height of 1689mm, creating a steady body line. The wheelbase is 2845mm, which ensures spacious interior space and comfortable riding experience. The front and rear wheel tracks are both 1610mm, which enhances the stability of the car body. Tyre size adopts 235/50 R19 with exquisite rim design, which not only improves the driving performance, but also increases the sense of movement and visual impact of the vehicle.

The interior of Xingyue L Zhiqing highlights the sense of luxury and technology, and the steering wheel wrapped in exquisite leather provides a comfortable feel and precise control experience. The 12.3-inch large central control screen stands in the center of the cockpit, integrating multimedia, navigation, telephone and other functions, and easily controlling various operations through voice recognition. The seat is made of imitation leather. The front and rear adjustment, backrest adjustment and multi-directional adjustment are supported by the main and passenger seats. The driver’s seat is also equipped with heating and ventilation functions and electric seat memory to ensure the comfort of the driver and passengers. In addition, the car is equipped with USB and Type-C interfaces, two in the front row and one in the back row, and the wireless charging function of the mobile phone, which meets the needs of modern scientific and technological life. The interior of Xingyue L Zhiqing gives consideration to practicality and elegance, bringing users a high-quality driving experience.

Xingyue L Zhiqing is equipped with a 1.5T turbocharged engine with a maximum power of 120kW and a maximum torque of 255nm, which can provide abundant power for vehicles. This engine cooperates with the 3-speed DHT transmission to achieve efficient power transmission and fuel economy, which brings excellent driving experience to drivers.

After summarizing the evaluation of car home car owners, Xingyue L Zhiqing won the favor of car owners with its atmospheric design and unique front face modeling. "Outstanding styling and fashionable matrix headlights" not only enhance the visual impact of vehicles, but also satisfy consumers’ pursuit of fashion and quality. This evaluation undoubtedly adds more charm to Xingyue L Zhiqing, making it stand out in the fierce competition market and become an ideal choice for many consumers.

Passengers report that the price of online car-hailing has risen, and experts warn the industry of signs of monopolistic development

　　core reading

　　Recently, many passengers have reported that in the past few months, the fare of online car-hailing has increased a bit. The online car-hailing platform said that the basic fare has not been raised, and the subsidy has indeed been adjusted, but it is also to ensure the success rate of car-hailing, and the price is transparent and voluntary. Experts point out that under the pressure of funds, the low-price marketing strategy cannot be sustained. However, we should also pay close attention to whether there is any sign of monopoly in online car-hailing, and take countermeasures to protect the rights and interests of consumers.

　　Recently, many passengers have reported that Didi, Uber and other online ride-hailing fares have risen, but subsidies have become less and less, and morning peak fares must be doubled. What is the situation of price increases? What is the reason for the price increase? The reporter conducted an investigation.

　　Passenger: Shenzhen, Beijing has risen, but Shanghai does not feel obvious

　　At 8:40 a.m. on September 20, on Meishan Street, Futian District, Shenzhen, the reporter opened his mobile phone to call Didi Express. The app showed that the original fare of more than 20 yuan had increased by 1.2 times to nearly 50 yuan. If you don’t agree to double the fee, you can’t call a car.

　　The reporter agreed to double, but no driver took the order for a long time. Just as he was in a hurry, a taxi happened to pass by, so the reporter gave up calling for the express train and took a taxi instead. After half an hour, it only cost 33 yuan to arrive at the destination, which was more than 10 yuan cheaper than the express train.

　　"The price has gone up too fast." Ms. Chen lives in Xixiang Street, Baoan District, Shenzhen, and often uses Didi and Uber to commute alternately. "In March and April this year, Uber carpooling cost more than 30 yuan, and Didi carpooling cost more than 50 yuan. In July and August, Uber carpooling cost more than 80 yuan, and Didi carpooling cost more than 70 yuan. Now, Uber carpooling costs 91 yuan, and Didi carpooling is 93 yuan."

　　The increase in fares is closely related to the reduction in subsidies. "In the beginning, the amount of vouchers was large, and it was very common to have 60% off car vouchers. But now, it is usually more than 10% off," said Mr. Zhang, a Shenzhen resident. "Generally, you can only get a discount of two or three yuan, which is pitiful."

　　Passengers in Beijing are also facing price increases and reduced subsidies. Mr. Yang, a Beijing resident who works in Chaoyang District, often takes an Uber to return to his home in Tongzhou District during Friday night rush hour, a journey of about 16 kilometers. In June, taking People’s Uber cost about 35 yuan, but there was a 10 yuan coupon. Now there are no coupons for the same trip and time period, and the actual payment fee has increased.

　　Are all the extra fares paid by passengers given to online taxi drivers? In this regard, Master Lian, who has been a full-time Didi driver for more than a year, said: "Our income has decreased." He said that a year ago, the monthly income could exceed 10,000 yuan, but now it is only 5,000 or 6,000 yuan. "You have to run 25 orders a day to get an 80 yuan reward, not even one less order."

　　However, there are regional differences in the price of online car-hailing, and the price increase is not obvious in some cities.

　　In Shanghai, reporters have taken Didi Express or carpooling and People’s Uber many times in the past few days, and the distance is usually 5 kilometers to 10 kilometers. With subsidies, the fare is as low as two or three yuan, and as much as less than 30 yuan, and there is no obvious pressure to increase the price. If you take a taxi, Didi and Uber are still much cheaper.

　　The reporter also learned from Shanghai Uber that the price of People’s Uber has not increased recently, but has instead dropped, including a comprehensive reduction in basic fares.

　　Enterprise: The basic fare has not increased, and the subsidy is dynamically adjusted

　　Didi Chuxing said that the specific subsidy and reward standards in various places will be adjusted according to market conditions.

　　"Didi Express is in Shenzhen. Since April this year, the price has not changed. The pricing rule is still 1.8 yuan per kilometer and 0.5 yuan per minute." Li Mei, the public relations department of Didi Chuxing, said that the current pricing rules are detailed in the Didi mobile app. "The price is very transparent, and passengers have an estimated price before each order."

　　Uber China Shenzhen market manager Zhang Jiahao also made it clear that Uber has not raised the basic fare recently, and the price per kilometer and per minute is consistent with Didi.

　　As for subsidies, Li Mei responded that subsidies are a marketing activity that will be adjusted according to market conditions. "City travel itself is dynamic, so subsidies for drivers and passengers should also be dynamic. Future subsidies will be intelligently adjusted according to time, location, order conditions, and supply and demand, with the ultimate goal of improving the success rate of users’ ride-hailing," Li Mei said.

　　"In the last two weeks, we reduced passengers by 4 yuan, and this week we reduced them by 6 yuan, and the discount is even stronger." Zhang Jiahao said that Uber will issue coupons to all users through text messages, self-media and other channels.

　　For the doubling of morning peak fares, Li Mei explained that the system will match a reasonable price increase multiple for each order based on real-time supply and demand conditions. "Dynamic price adjustment may not only be used during peak periods, and in areas with tight transportation capacity, prices may also increase during off-peak hours. Dynamic price adjustment is not mandatory. If you don’t mind waiting, you can choose not to increase the price." Li Mei said.

　　Except for Didi, the prices of other online car-hailing companies seem to have changed little. The relevant person in charge of Yidao told reporters that from November last year to the end of June this year, Yidao has maintained a preferential activity of recharging 100 yuan and getting 100 yuan back, which is equivalent to users can take a taxi at half price.

　　Facts also prove that the competition is far from over. On September 22, Shenzhou Special Car, which has always adhered to its own vehicles and adopted the B2C model of heavy assets, announced that it launched the "U + open API" and promised never to take a cut. Shenzhou’s involvement in the C2C model and the practice of not taking a cut of driver income will make the direction of the market more uncertain.

　　Lu Zhengyao, chairperson and CEO of Shenzhou Youche, said that the "U + open API" is the same as the price charged by Shenzhou’s own vehicles, which is higher than the price of cruise cars and express cars. But Shenzhou has also launched a new round of promotion plan of "charging 100 to get 50 back", and the actual price after discount is similar to the price of cruise cars.

　　Enterprises generally believe that changes in market prices are closely related to the evolution of the future competition landscape. The relevant person in charge of Yidao said that the online car-hailing industry does not have the gene of monopoly, and anyone can use price leverage to enter the market at present.

　　Didi Chuxing also said that mobile travel is an emerging market with huge incremental space. At the same time, the industry competition is still very fierce, and new companies continue to join. For a long time, as one of the marketing activities, red envelope subsidies for passengers and driver rewards will continue to be distributed.

　　Expert: normal business conduct, but need to be vigilant against monopoly

　　What is the reason for this round of online car-hailing price increases represented by Didi and Uber? How should we view it?

　　In the opinion of Su Kui, a transportation research expert in Guangdong, there are many factors behind Didi’s price increase: First, after Didi merges with Uber China, effective competition will decrease, and the price is fundamentally determined by market competition. If there is no price competition pressure on the platform, the price will naturally be higher. Secondly, since Didi has a large number of users at both ends of the driver and passenger, it cannot increase the scale of subsidies by much, which means that the marginal effect of subsidies is very low, and it is a normal business decision to reduce or even cancel subsidies. Furthermore, the drivers of the special car platform have been a large number of full-time, and the cost of each transportation has little to do with the way of leasing. The price will eventually be closer to the traditional cruise taxi, reflecting the cost more. Finally, reducing subsidies is also related to the possible financial pressure on the platform in the future, or investors’ desire to make profits as soon as possible.

　　Experts say the price increase is largely due to a change in the previous low-price marketing strategy.

　　"As a means of promotion, companies can use low prices to acquire users, but it doesn’t mean that companies have to keep low prices all the time." Fu Weigang, a researcher at the Shanghai Institute of Finance and Law, cited the example of e-commerce as an example. "Everyone is used to the annual’Double 11 ‘carnival, but if there are consumers who think that e-commerce must maintain the same price as’Double 11’ for 365 days, it is a big mistake."

　　"In the past two years, ride-hailing companies have attracted a lot of users through various means such as discount coupons and vouchers. But it is unrealistic to think that this low price will last forever. Because in addition to discount coupons, they have their own price system." Fu Weigang said that low prices can be regarded as a marketing strategy, but should not be taken for granted. "After all, Didi and Uber are not obligated to subsidize consumers’ travel with losses forever."

　　Regarding the current competition landscape in the market, Su Kui judged that the threshold of the online car-hailing market seems to be relatively low, but it is actually relatively high, mainly due to the high capital threshold. Therefore, in the future, there may continue to be some regional platforms emerging in various places to compete and restrict the existing platforms. But at the national level, the online car-hailing market pattern will not change much in a considerable period of time.

　　So, will Didi’s merger with Uber China create a monopoly? Su Kui believes that due to the uniqueness of its service features (such as mobile phone hailing, electronic payment, etc.), the online car-hailing market is to a certain extent independent, but there is a certain substitution for traditional cruise taxis. "Whether it involves monopoly depends on two points: first, whether the cruise car can be improved and developed in the future, especially whether the policy can moderately loosen the restrictions on the cruise car, so as to form checks and balances on the platform; second, during peak periods or special weather, when supply and demand are unbalanced or when supply and demand information is asymmetric, due to insufficient effective competition, how to prevent the platform from abusing its market dominance."

　　Regarding the second point, Su Kui further stated that due to the particularly obvious tidal nature of the transportation market, abuse of market dominance is most likely to occur during peak periods and special weather. Relevant platform companies can promise the society that the dynamic price increase at peak times shall not exceed a certain multiple to protect consumer rights and interests.

　　Peng Chen, a member of the Shenzhen Municipal Committee of the Chinese People’s Political Consultative Conference, has been paying attention to the topic of transportation. She suggested that the government should pay close attention to whether there are signs of monopolization in online car-hailing and use the Antimonopoly Act to supervise in a timely manner. In addition, for online car-hailing to charge double fares during peak periods, Peng Chen suggested that the tax on the premium part should be collected separately from the normal fare. "The early rush hour of online car-hailing has exacerbated the congestion on urban roads. The government can use this part of the tax to subsidize urban public transportation."

　　(Lv Shaogang, Liu Zhiqiang, Shen Wenmin, Chen Yuzhu) (Chen Feixue participated in the collection and writing)