Huawei Ascend P7 detailed review： the appearance and workmanship are improved, the running score is average, and the photo effect is good

　　As Huawei’s most successful last yearSmartphoneProduct, Ascend P6 has successfully broken through 6 million in global shipments, which has also doubled Huawei’s confidence in the P series, so this year’s follow-up product P7 has naturally become one of Huawei’s most important products. Yesterday’s press conference in Paris, France, it can be seen that Huawei is eager for the European market, and the importance of P7 is evident.

　　HUAWEI P7The biggest feature comes from the upgrade of hardware. How the new HiSilicon 910T processor performs has become a concern for many people. And before the press conference, I got this Huawei P7 phone. For many netizens’ concerns, I will answer them one by one through the evaluation.

Appearance: Details improved, workmanship improved

　　More than half of the success of the P6 is due to the excellent design of the phone, and Huawei naturally wants to extend the design essence of the P6 to the P7. So when I first got the phone, in addition to the feeling of getting started and the material change, I didn’t find any more differences between the P7 and the previous one.

　　However, after careful study, I found that there are still many improved designs between the P7 and P6. First of all, the material of the mobile phone, the back case of the P7 is made of glass, instead of the metal brushed material of the P6. In terms of feel, the glass surface of the palm feels better, but glass is easier to use as a fingerprint collector than brushed metal, which is a double-edged sword.

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　　"Flip the page" Huawei Ascend P7 design and workmanship evaluation

How did the Milky Way look like ＂potato chips＂？

　　Einstein once said: "The most incomprehensible thing in the universe is that the universe is comprehensible!" Since ancient times, the beautiful and vast Milky Way in the night sky has triggered countless imaginations and brave explorations, from the Three Kingdoms period "Xinghan is brilliant, like out of it" to the Song Dynasty "The Milky Way is like three thousand songs, and the bathing mallard flying heron is green"… It has pinned the expectations and yearning of generations of people for the Milky Way.

　　"Upturned" Milky Way

　　With the advance of observation technology, astronomers can gaze at the galaxy they dream of, and people’s understanding of the true face of the Milky Way is constantly improving. At present, the Milky Way we know is a galaxy about 200,000 light-years in diameter, with a box-shaped "nuclear ball" in the middle, surrounded by a flat "silver disc", and a huge "silver halo" looming above and below the silver disc.

　　About 70 years ago, scientists have known that the Milky Way is "warped". The edge region on one side is curved "up" from the plane of the Milky Way to the north, and the other side is curved "down". From a distance, it looks like the potato chips we usually eat. That is to say, when we look at the Milky Way from the side, we can see that the Milky Way has a S-shaped "body" that is convex and backward.

　　However, for a long time, due to the limitations of observation conditions, scientists could not vividly present the "potato chip-like" structure of the Milky Way in front of us with real and accurate star observation data.

How did the Milky Way look like "potato chips"?

　　In 2019, scientists in our country, Chen Xiaodian and others, first outlined the three-dimensional spatial distribution characteristics of the warping structure of the Milky Way through star counting, which provided direct observational evidence for humans to truly observe the structure of the Milky Way’s "potato chips".

　　The Milky Way, as a typical disk galaxy in the vast universe, has both universality and particularity. Why is the Milky Way so "warped"? What is the secret to maintaining an S-shaped body? For a long time, there have been various opinions and assumptions in the astronomical community, and it has become a hot topic of discussion among international astronomers.

How did the Milky Way look like "potato chips"?

Figure 2. Warp diagram of galaxy ESO 510-13, with tilting features at both left and right ends (Source: STScl/NASA)

　　"Upward" foresight

　　Some people think that the interaction between the Milky Way’s halo and the disk can produce a "warp structure"; some people think that gas falling into the Milky Way disk can give rise to a "warp structure" of the Milky Way disk; some people think that the Magellanic Cloud at the doorstep of the Milky Way or the collision of the neighboring Sagittarius galaxy is also a possibility; there is even a view that the Milky Way’s magnetic field also plays an important role in the formation of the "potato chip" structure and so on. For a long time, there have been new breakthroughs in the research on the source of warping, but it is difficult to reach a consensus.

　　Scientific theories need to be confirmed step by step by the measured data, and the ESA Gaia Survey presents an opportunity. Because the Gaia satellite can help us make unprecedented measurements of the three-dimensional speed of stars, astronomers use this new data to study and discuss warping increasingly.

　　In order to make it easier to understand, astrophysicists start from the macroscopic direction and simply classify the formation mechanism of the "potato chip" shape of the Milky Way disk into two categories:

　　The first type of reason is due to external attraction and influence, due to the attractive force process between the Milky Way disk and the surrounding non-luminous matter or the outer dwarf galaxy. Simply put, our Milky Way disk is like a star full of "idol baggage", attracting each other with the surrounding fans, and the "concave shape" has concave such a graceful figure.

　　The second type is considered to be a long-term evolution process that is not dominated by the interaction of attractive forces, and is simply called a non-attractive force process. For example, the influence of gas falling around the silver disk or magnetic field action caused the silver disk to be so "warped".

　　New knowledge of "warping"

　　If the second cause causes the "warp structure" of the galaxy, it is characterized by the bending strength of the young star family on the silver disk than that of the old star family. This is because if the non-attractive force process dominates, then the mechanism mainly acts on gas or young stars, and the old star has enough time to digest the influence of the external non-attractive force process on it, thus reflecting the distribution of bending strength of different stellar families that can be detected by humans.

　　Although we can use the massive data of the Gaia satellite to explore this, it currently measures the velocity of the star line of sight in a small range, and it cannot provide ideal star chemical information, age information, etc. Even the distance measurement of stars farther away from the galactic disk is not accurate enough.

　　Fortunately, our country’s major scientific and technological infrastructure, the Guo Shoujing Telescope (LAMOST), can better solve these shortcomings, and also provide us with an excellent opportunity to explore the origin of the galactic "warp" structure and inquire about its past, present and historical context.

How did the Milky Way look like "potato chips"?

Figure 3. LAMOST Telescope and the Milky Way (Source: Yuan Fengfang)

　　The international research team led by Wang Haifeng, a special young researcher of LAMOST, based on the rich information of stellar parameters in the LAMOST sky survey spectral data, cleverly constructed a probability distribution function, and traced the characteristics of the silver plate "potato chips" from a novel perspective.

　　They found that the bending strength of the "potato chip" form of the Milky Way disk decreases with the age of the star, and such a "warped" body can be maintained for a long time, but it is an unstable state. Based on scientific analysis, they reliably found evidence that the warped structure originated from a non-attractive force process represented by gas falling. Therefore, based on the advantages of LAMOST, the researchers found that the "warped" of the Milky Way disk is actually a structure that originated from a non-attractive force physical process and has been in an unstable state for a long time.

How did the Milky Way look like "potato chips"?

Evolution of galactic warping intensity, which decreases significantly with age, supports the conclusion that warping originates from non-attractive force processes

　　This discovery advances our understanding of the origin of warping and takes a whole new step towards understanding the warping and origin of the Milky Way’s disk.

　　In the future, the research team will make more efforts in terms of data and physics, gradually realizing the ideal of obtaining a complete physical image of the Milky Way, and then opening one mysterious and unknown door after another to restore the evolutionary history of the Milky Way and even the nearby universe.

　　About the author: Wang Haifeng, a postdoctoral fellow at the Southwest China Institute of Astronomy, Yunnan University, a distinguished young researcher at the Chinese Academy of Sciences LAMOST, and a Ph.D. in astrophysics at the National Astronomical Observatory of the Chinese Academy of Sciences. Research areas: chemical dynamics structure of the Milky Way, time-domain stellar physics, astronomical big data processing and analysis, etc.; Li Shuang, an engineer at the National Astronomical Observatory of the Chinese Academy of Sciences, is the publicity director of the LAMOST Operation and Development Center.

Hardcore SUV market adds new strength, dark blue new blockbuster model G318 unveiled

　　On March 18, on the Deep Blue Auto Super Range Extension Technology Evolution Day, Deep Blue Auto CEO Deng Chenghao unveiled the mystery of the Deep Blue G318 and released the technical evolution of Deep Blue Super Range Extension 2.0.

　　Deng Chenghao claims that the first launch of the new blockbuster model, the dark blue G318, equipped with the dark blue super range extension 2.0, solves the pain of high energy consumption of traditional hard-core SUVs, and the new futuristic hard-core styling design of the new car also solves the pain of the similarity of the traditional hard-core styling. The high passability brought by the dual-motor rear four-wheel drive, the empty hanging + CDC + magic carpet, makes the driving experience like a flat ground, solves the pain of the traditional hard-core comfort difference, and the new design space solves the small pain of the traditional hard-core space. He defines the deep blue G318 as the industry’s first technology new hard-core SUV that solves the four major pain points of traditional hard-core.

Hardcore SUV market adds new strength, dark blue new blockbuster model G318 debut _fororder_image001

　　At the same time, the technological evolution of Deep Blue Super Range 2.0 has once again enhanced the three user values of "super saving, super cool and super safe". Driven by the tide of new energy, Deep Blue Automobile is committed to developing electric technology and continuing to explore future technologies. Deep Blue Super Range also strives to become a green travel all-scenario solution that meets China’s national conditions.

　　Why is the dark blue super extension called the "hybrid ceiling"?

　　Deep Blue Super Range Extension 2.0 integrates Force Super Range Electric Drive 2.0, Force Intelligent Range Extension 2.0, and Golden Bell Battery 2.0. Among them, Force Super Range Extension 2.0 brings together many leading technologies, and the highest efficiency of electric drive assembly is 92.59%. Force Intelligent Range Extension 2.0 realizes that 1L of oil can generate 3.63 kWh of electricity, which greatly reduces the cost of using the car and allows users to save money more and more.

　　Deep Blue Super Range Extension can realize pure electric drive, with natural rear drive characteristics, linear and smooth power output, and stable driving. In addition, empowered by technologies such as intelligent energy management strategy and non-inductive NVH with active control of howling frequency conversion, it can realize non-inductive start-stop and silent operation, bringing users a "tram feeling" driving experience.

　　In terms of safety, Deep Blue Super Range uses Golden Bell Battery 2.0 technology to achieve real zero fire on 150,000 units. On March 6 in Xinzhou, Shanxi, Deep Blue S7 was rolled over by nearly 50 tons of trucks. The battery was firmly pressed on the ground and bore all the weight. There was no thermal runaway. Thanks to the high safety of Deep Blue Super Range Extension and Deep Blue S7, three passengers were protected.

Hardcore SUV market adds new strength, dark blue new blockbuster model G318 debut _fororder_image002

　　Deep Blue Super Range Extension, fully autonomous and in-depth grasp of the core technology of the engine. In the global mass production of all-in-one products, the power density is relatively high, reaching 2.53kW/kg, the electric drive module is small in size, light in weight, and has good power output; the efficiency of the electric drive assembly is as high as 92.59%, allowing the car to drive farther; 0.2mm mass production of ultra-thin low-loss fixed rotor silicon steel sheet efficiency increased by 0.5%, the first mass production of micronucleus high-frequency pulse heating technology can quickly heat the battery in freezing weather, allowing the battery to achieve the best working state, reduce battery cold attenuation, and last longer; the oil-to-electricity conversion efficiency reaches 1L of oil, which can generate 3.63 kWh of electricity, with the least oil, generate the most electricity, and run the farthest mileage; the first 150mJ high-energy ignition system can make the fuel burn more fully, save more fuel, and have better power output; the 500bar ultra-high pressure fuel injection system has greater pressure and better atomization effect The combustion is more complete, the emissions are cleaner, and the fuel economy is more efficient; the stroke bore ratio of S/D = 1.45 and the low friction technology make the power efficiency higher, more fuel-efficient, and better power output; the battery manufacturing failure rate is PPB (1/1 billion) significantly ahead of the industry.

　　The new blockbuster model, the dark blue G318, was unveiled

　　In 1958, Changan built China’s first hardcore Jeep, establishing Changan Automobile’s leading position in the field of hardcore SUVs. Now with Deep Blue’s super range extension technology empowered, the new blockbuster model G318 has the strength to become a new hardcore SUV that can not only meet users’ hardcore needs, but also innovatively solve the four major pain points of traditional hardcore styling, poor comfort, small space and high energy consumption.

　　Based on the design concept of Cybermetal and rough stone cutting, the new hardcore shape of the dark blue G318 is like a starship. The million-class luxury car configuration of double arms + multi-link + R-EPS steering system brings the sense of control of a city sedan; the luxury configuration of magic carpet + CDC + empty suspension makes the driving experience like walking on the ground, and the world-class master adjustment brings chassis performance and riding enjoyment, and the overall comfort is improved.

Hardcore SUV market adds new strength, dark blue new blockbuster model G318 debut _fororder_image003

　　The dark blue G318 uses the innovative design of removing the girder to ensure the interior space. The load-bearing body achieves a torsional stiffness of 45000Nm/deg, far exceeding that of the Land Rover Defender, which can better absorb road vibration and provide users with a smoother riding experience. 5010 * 1985 * 1960mm large body size, 2880mm long wheelbase, 61% of the car’s occupancy rate, and 68% of the car’s occupancy rate, which exceeds the traditional hardcore model and brings a more spacious driving space.

Hardcore SUV market adds new strength, dark blue new blockbuster model G318 debut _fororder_image004

　　All-round extension space, small bungalow on the second floor (300kg static load-bearing), rear-facing 1.6T qualification trailer, driving on searchlights, 6kW external discharge power, all showing that the dark blue G318 is leading the hard new fashion. Lower curb quality, coupled with the empowerment of the dark blue super range extension 2.0, the deep blue G318 feed fuel consumption is as low as 7.4L/100km (WLTC).

Hardcore SUV market adds new strength, dark blue new blockbuster model G318 debut _fororder_image005

　　The new power system makes the deep blue G318 a true hard-core car, dual motor four-wheel drive, full working conditions true four-wheel drive, compared with traditional fuel four-wheel drive, the power response is twice as fast, supports OurHours true four-wheel drive, torque stepless distribution, a central stepless differential lock, intelligent opening, strong ability to get out of trouble, and can easily deal with extreme scenarios. A magnetic mechanical differential lock, compared with the traditional turbo worm push engagement structure, the response is doubled, the impact is reduced by 50%, and the pleasure of conquering obstacles can be obtained in comfort.

　　The G318 integrates 16 driving modes, including 5 daily modes, 5 terrain modes (wading, snow, rough, mud, sand), 3 special scenarios (in-place U-turn, steep descent, off-road creep), and 3 energy management modes, covering a variety of terrain modes, making it easy to control a variety of road conditions.

Hardcore SUV market adds new strength, dark blue new blockbuster model G318 debut _fororder_image006

　　Double wisharm + multi-link, with larger wheel working stroke, better anti-roll ability of the body, better road vibration isolation, so that the vehicle is more comfortable and better performance. The R-EPS steering system of circulating ball power is mostly used in million-level luxury cars or performance supercars. The real active magic carpet is equipped with a road scanning camera, anticipating obstacles in advance, automatically adjusting the soft and hard high and low states of the suspension, and always maintaining a comfortable driving experience. With the road preview exclusive algorithm, 3.40 trillion operations per second, the accuracy rate of road obstacle recognition is greater than 80%.

Hardcore SUV market adds new strength, dark blue new blockbuster model G318 debut _fororder_image007

　　From the product power and technology point of view, deep blue G318 hard core capability, shape, comfort, large space, low energy consumption and other core values with 300,000 product strength, taking into account the market price blank range and deep blue car has always been "roll king" style, in order to sell deep blue G318 explosion, the main model price is expected to pull to 250,000 – 300,000 yuan range, if so, will be the entire flagship hard SUV market another "flip the table" move. (Text: Wu Yue, Figure: dark blue car)

Geely Galaxy L7 won the Best SUV of the Year at CCTV China Automobile Festival, becoming the first domestic new energy brand to receive this honor

　　On the evening of January 28, Geely Galaxy L7 won the Best SUV Award of the Year at the 4th "China Automobile Festival"! After multiple rounds of assessment by a professional jury, Geely Galaxy L7 passed all the way, becoming the first independent new energy brand to receive this honor, making domestic new energy vehicles shine on the CCTV stage!

Geely Galaxy L7 won the best SUV of the year at CCTV China Automobile Festival, becoming the first domestic new energy brand to win this honor _fororder_image001

　　The "China Automobile Festival" is an annual automotive event organized by the China Central Radio and Television Station and specially planned by the Financial Program Center of the Central Radio and Television Station. It aims to select outstanding automotive products of the year with super product strength and market foresight, and is praised by the industry as the "Oscars of China’s automotive industry".

Geely Galaxy L7 won the best SUV of the year at CCTV China Automobile Festival, becoming the first domestic new energy brand to win this honor _fororder_image002

　　As Geely Galaxy’s first smart electric hybrid SUV, Geely Galaxy L7 broke the record for the fastest sales of domestic new energy single models in less than two months after its launch, meeting the expectations of the majority of the public for a good new energy car, and refreshed the new height of domestic hybrid with "Galaxy Speed". Geely Galaxy L7 came to protect the intelligent travel of Chinese families. In the selection, it was screened by an expert jury layer by layer. It passed the centralized assessment of vehicle performance, safety performance, intelligence and other indicators, and finally won the grand prize. It is well deserved!

Geely Galaxy L7 won the best SUV of the year at CCTV China Automobile Festival, becoming the first domestic new energy brand to win this honor _fororder_image003

　　With a new generation of electric hybrid technology, a new generation of Aegis safety, a new generation of technology cockpit, and a new generation of comfortable experience, Geely Galaxy L7 has been recognized by the whole industry and redefined the new standard of electric hybrid in China.

Geely Galaxy L7 won the best SUV of the year at CCTV China Automobile Festival, becoming the first domestic new energy brand to win this honor _fororder_image004

　　"Building a smart boutique car for everyone" is Geely Galaxy’s original intention of building a car. In 2023, Geely Galaxy will fully open the "Galaxy Era", and will continue to adhere to its original intention, practice its mission, and continue to lead China’s new energy towards quality war, experience war, and value war, so that China’s new energy "can not only imagine, but also experience". (Source: Geely Galaxy)

Foreign experts show you the achievement exhibition： an interactive experience that is refreshing

　　CCTV News:The "Five Years of Forging Forward" exhibition showcasing China’s great achievements in the past five years was held at the Beijing Exhibition Center from September 26 to November 26. The exhibition attracted many visitors and showcased China’s many achievements in the fields of science and technology, medical care, culture and anti-corruption in the past five years.

　　Walking into the exhibition hall, we can see many successful examples of new rural construction. After the Chinese government has increased infrastructure building and taken various poverty alleviation measures, local people’s living standards have improved and the economy has become prosperous. In addition, through the exhibition, we can also learn about the rapid progress of China’s science and technology field, such as the large fire extinguishing/water rescue AG600 amphibious aircraft, as well as unmanned cars and artificial intelligence robots. China’s self-developed Beidou satellite navigation system (BDS) is impressive, and the demonstration of intelligent health service robots and medical examination systems and 3D printers is also refreshing.

　　An interactive experience that allows you to experience the power of the Beidou satellite navigation system　

　　Beidou satellite navigation system is one of the most advanced satellite navigation systems in the world. The exhibition area provides interactive experience equipment such as flying emulator and car driving emulator equipped with Beidou satellite navigation system, which allows visitors to experience the clarity and accuracy of Beidou system firsthand. Visitors can also understand the super scale and super functions of Beidou system through the Beidou system model and brief introduction in the exhibition area.

　　As a mature satellite navigation system, the Beidou system has been widely used. As early as the 2008 Wenchuan earthquake disaster, the Beidou-1 system has played an important role in disaster relief. Affected by the earthquake, local communications, electricity and transportation were almost completely destroyed, and the disaster area was completely lost from the outside world. The Beidou Central Control System and the Beidou Navigation Emergency Team established to deal with the disaster have provided reliable and real-time large amounts of data for rescue operations. In addition, since 2010, the border guards in Yunnan Province have been fully equipped with the Beidou-1 positioning system, which is used to strengthen border patrols and combat border crimes.

　　According to the plan, by 2020, China will complete the network of 35 Beidou-3 satellites, building a Beidou global system that rivals and surpasses GPS in some indicators, and can provide services to the world. At that time, Beidou will achieve even greater achievements. Of course, it is believed that there will also be rich profits. According to reports, the annual turnover of the Beidou system has reached 31.50 billion US dollars.

　　"Intelligent Health Service Robot" invites you to take a quick physical examination

　　Another highlight of the exhibition is the "intelligent health service robot" that is already being used in remote areas of China. Visitors can experience a free quick medical examination on the spot. Visitors simply put their ID card on the robot’s scanner, and it can identify your personal information. Then the person in need of the medical examination stands on a scale, reaches his left arm into a blood pressure meter, and holds another test instrument in his left hand. The robot can quickly analyze some basic indicators to detect whether the person has a problem. The test results can also be transmitted electronically to the designated hospital.

　　The device was developed and produced by a company in Xianyang, Shaanxi Province, and has been in use for more than a year. It is mainly used in Qinghai and Gansu provinces in northwest China. It is especially suitable for the elderly who live in rural areas and are not very convenient to go to large hospitals for medical examinations. With a large rural population and many still living in areas with inconvenient transportation, this kind of medical examination method that can provide door-to-door service, coupled with reasonable price, can indeed bring convenience to villagers in need, so there should be a very broad market prospect.

　　3D printing technology is refreshing

　　Another popular exhibit is a 3D printer. The staff in the exhibition area can print beautifully designed and complex three-dimensional patterns on the spot with slurry made from mashed potatoes. Although the exhibition area demonstrates only the "small tricks" in 3D printing, we can also see the advantages and future trends of 3D printing. China, one of the world’s largest manufacturing countries, has enthusiastically embraced the technology of 3D printing. Sales of 3D printers in China have increased year by year in the past few years, and sales are expected to exceed 20,000 units by 2020.

　　While the industry is still in its infancy in China, companies across the country are already using 3D printing in innovative ways. In early 2017, Blu-ray Innox in Chengdu, Sichuan, used 3D bioprinting technology to successfully print blood vessels and transplant them into rhesus monkeys. The success of this test is an important breakthrough in 3D printing medicine and the first step in the history of 3D printing of human organs. (Author: Colin Robinson, British, CCTV foreign expert)

Ele.me ＂Open a branch＂

Article | "China Entrepreneur" reporter Wang Xueqi

Editing | Ma Yue

"It used to be a cooperation between relatives, now it is a cooperation with brothers and sisters." Zhong Xianwen, vice president of Ele.me, made such an analogy about the relationship between Ele.me and other departments of Alibaba. In April this year, Alibaba announced a full acquisition of Ele.me at a valuation of $9.50 billion. Previously, Alibaba and Ant Financial already owned 43% of Ele.me. Zhong Xianwen is a veteran of Ele.me and is currently responsible for traffic and user operations related to the Ele.me APP.

Before the acquisition, Ele.me had already begun to cooperate with various applications under Ali, and had cooperated with Taobao Ticket, and the Alipay interface had also been established. In Zhong Xianwen’s opinion, the relative cooperation was still based on the business model of rights replacement. After becoming a family, the efficiency of cooperation and communication improved a lot.

In the past five months, Ele.me has undergone changes, some of which are visible and some of which are hidden behind the scenes.

After Ele.me acquired Baidu takeaway in August last year, the takeaway market officially formed a situation where Ele.me and Meituan were divided. But Ele.me’s market share was not satisfactory. According to the "China Mobile Internet Industry Analysis and Development Report for the First Half of 2018" released by Trustdata big data, Meituan, Ele.me, and Baidu takeaway accounted for 59%, 36%, and 3% of the transaction volume in the takeaway market, respectively. Lack of traffic is considered to be the main reason why Ele.me is at a disadvantage.

This summer, Ele.me CEO Wang Lei told Reuters that he would invest 3 billion yuan between July and September, aiming to increase the market share to more than 50%. At the same time, Ele.me has also become an important player in the two major projects of World Cup marketing and 88VIP, which have linked multiple departments of Ali.

In August, Ali disclosed the establishment of a holding company in the second quarter of 2018. The company has two major businesses, Ele.me and Koubei, and will serve as the flagship of local life services in the future. It has received investment commitments of more than $3 billion from investors such as Alibaba and SoftBank Group.

Inside Ele.me, the model of "small front desk, big middle desk" has been promoted, and Ali-style transformation has been carried out from the organizational structure level. Ele.me is establishing a two-way empower relationship with Ali. On the one hand, Ali’s new retail stores are actively connected to the Hummingbird distribution system to improve their own capacity level. On the other hand, Ele.me connects to Ali’s handao and other super applications to obtain traffic empower.

All the changes are sending a signal that Ele.me is actively looking for various poses to integrate with Ali.

Since its establishment in 2008, Ele.me has spent its first decade fighting alone and exploring the market, with a cliff behind it and only a path forward. At the beginning of the second decade, this unicorn that grew up in the jungle of extensive growth has to learn how to integrate into a giant with its own system and complete methodology. This may be a story from the jungle to the city.

"It’s more tiring than starting a business," Xiong Bin, vice president of new retail at Ele.me, describes his current job status.

Xiong Bin (left), Vice President of Ele.me, Zhong Xianwen (right), Vice President of Ele.me. Source: Photo provided by the interviewee

Xiong Bin is an Ali veteran. After joining Alibaba in 2002, he went through B2B, Taobao, Taodiandian and other departments. He left Alibaba in 2015 and chose to start a business in the local life service field. Ali’s acquisition of Ele.me made him decide to sell his company and return to Ele.me with his team for a second venture.

In Xiong Bin’s eyes, in the past few years, the local life service market was still in a state of savage growth, and everyone was actively expanding. "Everyone is competing with who has the fastest financing, who has the most savage war, and can quickly complete urban expansion."

In 2014 and 2015, large and small giants have successively flooded into the O2O takeaway market. For a period of time, there were as many as a dozen takeaway platforms, competing to subsidize and burn money to compete for users. The takeaway market has encountered frequent problems in the process of brutal growth. Many platforms have removed unqualified merchants due to the lack of relevant catering qualifications.

With the acquisition of Baidu takeout by Ele.me and the merger of Meituan and Dianping, the once-blank market has been divided up by several giants and has begun to enter the era of intensive cultivation. "In the past, we emphasized how many resources to give in the local living market, how many cities to open, and how many businesses to expand. Now the focus is on using an overall plan to connect all levels of logistics, marketing, and membership to improve the user experience," Xiong Bin said.

In the era of intensive farming, user experience is placed in an increasingly important position. Compared with other sectors of Ali’s new retail, Ele.me’s hummingbird distribution system is a very important supplement to the offline scene. According to a city manager in East China of Ele.me, after the completion of the acquisition, Ele.me has invested more and more energy in the logistics side, and the company has repeatedly emphasized the need to form a closed loop between Ali’s new retail stores and Ele.me logistics.

Delivery speed has a significant impact on the experience of e-commerce users. From the first seven days of arrival to the 211 time limit proposed by JD.com, the upgrade of delivery speed is also accompanied by the improvement of user experience. However, the transformation of logistics capacity is time-consuming and labor-intensive, not a day’s work. Zhong Xianwen said that the standard of Hummingbird delivery is 30 minutes. If the merchant of Tmall and Taobao completes the connection in the future, it will bring important empowerment to the latter.

After the acquisition was completed, Hummingbird Distribution quickly connected with other business departments, connected to RT-Mart Supermarket’s order delivery in June, and cooperated with Retail and Ali Health in July to provide 24-hour local timely delivery services.

In the proposition of improving user experience, Meituan, the biggest competitor of Ele.me, is also not slack. In February this year, Meituan cooperated with Heilan Home to use a 1-hour timely delivery service. In July, it launched a flash sale business, striving to achieve 30-minute door-to-door delivery in categories such as supermarket fruits and vegetables.

But Xiong Bin disagrees, saying that the exploration in the field of clothing should not start from sales, but first establish scenarios such as mobile fitting that can really improve the user experience, "rather than doing gimmicks". In the face of the flash sale attack, Ali’s new retail business is also combining with the local life service business of Ele.me. "We like to see that the opponent has these business layouts, and after they do it, many merchants are also queuing up to cooperate with us."

Regarding the competition between Ele.me and Meituan, Zhang Yong once joked when acquiring Ele.me: Meituan is playing the second floor on Ele.me, and with Ali’s blessing, Ele.me is playing the second floor on Meituan.

However, Ele.me has Ali, Meituan also stands behind Tencent, 6th floor and 2nd floor, which may not be accurate. Xiong Bin bluntly said that he will keep an eye on the connection and empowerment between Tencent and Meituan, but the relationship between Ali and Ele.me can be said to be in harmony. In terms of closeness, Meituan is far inferior to Tencent, and Ali’s accumulation in the new retail field is also more profound. Xiong Bin said that he has set a very high KPI for himself, and smooth integration is the guarantee for the completion of this KPI.

The number of floors may be controversial, but Ele.me does stand taller than it did before it was acquired.

"In the past, when we fought with Meituan, Ele.me suffered the most because the other party fought in groups, and we fought alone, and one person could not beat ten people." Zhong Xianwen said so. As the person in charge of user operations, his anxiety was relieved by the arrival of helpers. Survival anxiety was relieved, and he thought more long-term about the business, focusing more on the nature of business.

From the cliff behind him to Ali behind him, Ele.me began to face new questions about how to better integrate into Ali.

Ele.me needs traffic, Ali has traffic, Alipay, Taobao, Youku, each of which is a large traffic user. The problem lies in the transmission of traffic.

In the past year, Zhong Xianwen has completed two major projects, connecting Ele.me to Alipay and Taobao. In the summer of 2017, Ele.me began to connect with Alipay, and in mid-October it was officially connected to Alipay. The "takeaway" icon on the Alipay page has also changed to "Ele.me takeaway".

Only with the interface, traffic did not flow in, because the user’s mind had not changed. For users, Alipay is a payment tool and a financial tool, and it is difficult to immediately form the habit of ordering takeout here. In order to change users’ usage habits, Zhong Xianwen and the team tried many methods, "to constantly adjust the posture and find the best entry point". After the team found that the "hard access" with only the interface and no operation was obviously not working, they began to consider the "soft access" method of leveraging users with marketing activities.

In early December, Ele.me and Alipay launched the "Alipay Takeaway Festival" activity, mobilizing millions of merchants to launch discount activities. In order to leverage the resources of merchants and Alipay, the operation team used the narrative of "opening a branch". Ele.me opened a branch in Alipay, and the opening promotion of the new store was reasonable. After the takeaway festival, the order volume generated by Ele.me on the Alipay interface increased by 300% compared with a month and a half ago.

In August this year, Ele.me officially connected to the mobile phone Taobao. Zhong Xianwen said that the consumption habits of handmade Amoy users are non-instant consumption, which is completely different from the takeaway consumption model. The operation team has tried a variety of access solutions, and there will be activities launched during Double Eleven, but it is not convenient to disclose for the time being.

Externally, it is necessary to change the user’s mindset, and internally, it is also necessary to adjust the operation concept according to the characteristics of the cooperation department.

"Alipay is a service, handshopping is a seller, and the business form is different, and the integration mode is also different." Zhong Xianwen further explained that Alipay regards Ele.me as a super large merchant, and the interface is also listed under the label of "third-party service". But Taobao, which is dominated by e-commerce genes, sees the merchants behind Ele.me, and wants to directly introduce merchants into the Taobao system.

Zhong Xianwen pointed out that finding the best entry point with Taobao needs to give Ele.me a stronger "goods" attribute. "For example, we can make a group buying coupon for a certain hamburger from KFC and sell it on Taobao, and the hamburger will become goods. This kind of thinking is not easy to understand when placed on Alipay."

In addition to the system that is more biased towards the underlying construction, there is another more direct way to empower traffic, the membership system.

On August 8 this year, Alibaba launched 88VIP membership. Super members with a naughty value higher than 1000 can spend 88 yuan in annual membership fees and receive membership benefits in multiple business categories under Alibaba, such as Ele.me Super Member and Youku VIP Member.

For Ele.me, the opening up of the membership system means that it can provide users with more accurate products and services.

Since Alibaba acquired Ele.me, almost everyone interviewed has mentioned the high degree of convergence in corporate culture between Ele.me and Alibaba.

"Ele.me is particularly hard-working and aggressive, like a young version of Ali. The average age of the employees is only 27 years old. When we joined Alibaba, the average age was about the same." Xiong Bin said that after coming to Ele.me, the pace of work is faster than when he started his own business. Sometimes after a meeting with the team at 6 or 7 pm, he received a plan early the next morning.

Under the premise of cultural convergence, Ali’s first task in transforming Ele.me was to transform the guerrillas into a regular army.

Xiong Bin implemented the organizational structure of Ali’s "large, medium and small front desk" in the Ele.me new retail department, and horizontally connected functional sectors such as data analytics to form a model of large, medium and small front desk. The front desk goes to the front line as an independent unit to fight, and the middle desk provides a complete system. "Ele.me used to talk about rapid innovation, and this process requires the establishment of a relatively independent organization, but it may affect the efficiency. Now integrate all these independent organizations, and it can adapt to the entire process of ecological integration."

Alibaba has also introduced new methodologies, such as a cross-team project management approach based on the three elements of "goals, strategy, and resources". This methodology is designed to enable employees to develop a consistent and comprehensive way of thinking when facing specific projects.

When asked whether these changes will affect Ele.me’s innovation ability, Xiong Bin responded that since the transformation, the innovation efficiency is at least not slow, and the response to market changes is not lagging behind. After the technology department is connected, some products do not need to be developed repeatedly, but the efficiency of the bottom layer has been improved.

In all kinds of internal and external changes, personnel stability is particularly important. When the acquisition was just completed, the chief human resources officer from Ali was worried that there would be a large-scale departure. But the situation was the opposite. Not many Ele.me employees chose to leave, but many Ali employees wanted to come. They felt that this was a brand new business with a lot of room for development. "Instead, we have to have some control over this matter. Most of the Ali employees who come here are responsible for communication and bridging between the two sides."

Did ＂Ele.me＂ really ＂change＂？ Exposure of false behavior still exists in large numbers

　　A store called "Ghost Falling Teeth Half Price Sheep and Scorpion", "Ele.me" shows the address as "No. 1 East of Jingming Century Commodity Market, Fengtai District", but the reporter only found "Huishangyuan Home Cooking" at this address.

　　Visit: Suspected acts such as unlicensed operation and false registered address still exist in large numbers on this platform

　　The proprietress bit open the ham sausage with her teeth and put it in the fried rice, the chef put her finger into the pot and dipped the soup to taste the taste, and the staff assisted the black workshop to settle on the platform… After being exposed by CCTV’s "3.15" party, the online ordering platform "Ele.me" has continuously spoken out and launched a series of rectification measures. Now that half a month has passed, has Ele.me really "changed"? Recently, a reporter from the Beijing Morning Post made multiple unannounced visits and found that suspected acts such as unlicensed operation, false registration address, and theft of kitchen photos still exist in large quantities on the "Ele.me" platform.

　　Phenomenon 1: If you have a certificate, you don’t show it, and you have a receipt without a ticket.

　　In this year’s CCTV "3.15" gala, Ele.me’s partner merchants were exposed to many problems. In addition to the disgusting hygiene problems, "Ele.me" employees took the initiative to assist unlicensed black workshops to enter the platform. After the gala was broadcast, "Ele.me" launched a high-profile crisis public relations, urgently offline the restaurants involved, and dealt with the relevant responsible persons responsible for the review of merchants seriously. After that, a special working group was established to re-examine the qualifications of restaurants nationwide, and "Seven Swords Under Tianshan" measures such as "Thousands of customer service on standby 24 hours a day" were launched. So, after the massive "scraping bones and treating drugs", "Ele.me" really became a "bright kitchen and bright stove"?

　　A few days ago, a reporter from the Beijing Morning Post randomly searched for a merchant named "Shanxi Gourmet Xianghe Meat Cake" on "Ele.me", and found this small shop at No. 15 Hucun, Fengtai District, the address displayed on the platform. After looking around the store for a week, the reporter did not find the store hanging an industrial and commercial business license and a health license in a conspicuous position. After eating, he asked the store for an invoice. The owner bluntly said that "you can’t issue an invoice, you can only issue a receipt." The reporter questioned whether "you can’t issue an invoice because you don’t have a business license." The owner was stunned for a moment and immediately said, "I have a certificate, we have a certificate." Then he turned and walked away until the reporter left without getting the invoice or seeing any documents.

　　The reporter entered "Shanxi Gourmet Xianghe Meat Cake" on the Beijing Enterprise Credit Information Network, and could not find any information about the store. According to Article 59 of our country’s "Regulations on the Administration of Company Registration", the original "Business License of Enterprise Legal Person" or the original "Business License" should be placed in a conspicuous position in the company’s residence or branch business premises. Item 7 of Article 63 of the Implementing Rules of the Regulations on the Administration of Enterprise Legal Person Registration stipulates that if a business license is not hung as required, the registration authority may issue a warning and order it to make corrections; if it refuses to make corrections, it will be fined less than 2,000 yuan. The customer service staff of the consumer complaint and reporting line 12315 also said that even if there is a business license, it is also illegal to hang it in an obvious position in the store. The food and drug complaint hotline 12331 said that those who have applied for a health license must be clearly disclosed to consumers, otherwise consumers can report it and law enforcement officers will investigate.

　　Phenomenon 2, the store location is unreliable and cannot be found on the ground

　　On the "Ele.me" platform, partner merchants will mark the detailed address and business hours to prove the authenticity of the store to consumers. So, are these so-called details reliable? Beijing Morning Post reporters noticed in their investigation that address fraud is not uncommon on the "Ele.me" platform.

　　Some restaurants "do not live up to their names", such as one named "Koukou Xiang (Liujiayao Store) ", the registered address at the bottom of the page is displayed as "Chaoyang District", and according to the administrative division of the city, Liujiayao and surrounding areas belong to Fengtai District, and another "Food Good Luck Pancake (Puhuangyu Store) " registered address is "Nanfaxin Town, Shunyi District". It should be noted that Puhuangyu and Nanfaxin are far apart, with a straight line distance of nearly 40 kilometers.

　　In contrast, some "ghost restaurants" are more deceptive, and it takes an on-the-spot visit to find out that the location is "made out of nothing". The reporter searched near Liujiayao on the South Third Ring Road and found a restaurant called "Yang Mingyu Braised Chicken and Rice (Dazhong Store) ". According to "Ele.me", the address of the merchant is No. 15, Hengqitiao, Dongtieying, Fengtai District. The reporter walked from the south entrance to the north entrance of Hengqitiao, Dongjiangying Camp, and did not find any restaurants related to "Yang Mingyu Braised Chicken and Rice". The cleaner in charge of the section and several roadside merchants also said they had not heard of the store. Another restaurant called "Just Baked" showed the address on "Ele.me" as "No. 3, Building 19, Fangqunyuan Fourth District, Fengtai District (Bungalow) ", while the reporter visited the bungalow but not the restaurant. The surrounding residents and parking toll collectors also said they had "never seen it".

　　A store called "Ghost Falling Teeth Half Price Sheep and Scorpion", "Ele.me" showed the address as "No. 1 East of Jingming Century Commodity Market, Fengtai District", and a reporter from the Beijing Morning News accidentally found that there was another "Ele.me" cooperative merchant "Huishangyuan Home Cooking" registered at the same location. On-site inspection found that the owner of the address was "Huishangyuan Home Cooking". The reporter walked along the small alley to the end, and the "ghost shadow" of "Ghost Falling Teeth" was not seen.

　　Phenomenon, three or four stores and one photo, you can post it and I will also use it.

　　Among the problems exposed by CCTV’s "3.15" party, the real scenes in the stores of some "Ele.me" partners were very different from the platform photos. The Beijing Morning News reporter investigated and found that the real photos uploaded by many "Ele.me" merchants were not the same as the store name at all, or the information in the pictures was incomplete, making it impossible to identify the authenticity. For example, the photos uploaded by the "BBQ Workshop Gold Takeaway" store showed that the words were only "BBQ Bar", while the photos of "Ruyi Potato Flour (Shazikou Store) " were "Yunnan Crossing the Bridge Rice Noodles".

　　

　　There are also some merchants suspected of stealing pictures, and even four restaurants share a photo. "Ele.me" partner merchant "Koukou Xiang (Puhuangyu Store) " shows that the dishes are covered rice and Chinese stir-fried vegetables. The "real scene" picture uses four pictures, namely the facade, lobby, back kitchen and others. In another "Koukou Xiang (Liujiayao Store) ", the photos of the facade, lobby and back kitchen are exactly the same as those of Puhuangyu Store, only the "other" shooting angles are slightly different. The lobby and back kitchen photos of the merchants "Yang Mingyu Braised Chicken Rice" and "Yang Mingyu Braised Chicken Rice (Dazhong Store) " are also similar to "Koukou Xiang (Puhuangyu Store) ", but the facade photos are different. The reporter clicked on the lobby map shared by the four stores to carefully identify, and found that there is clearly the word "Braised Chicken Rice" on the glass door of the door, which shows that "Koukou Xiang" is suspected of stealing the picture. And who copied who in the two braised chicken rice, or is it counterfeit products, because both stores are false addresses. It is difficult to determine.

　　

　　A store called "Ghost Falling Teeth Half Price Sheep Scorpion", "Ele.me" shows the address as "No. 1 East of Jingming Century Commodity Market, Fengtai District", but the reporter only found "Huishangyuan Home Cooking" at this address. Wang Chao/Photo

　　– "Ele.me" response

　　It will be reported to the relevant departments.

　　Yesterday, a reporter from the Beijing Morning Post truthfully reported a series of problems found during the unannounced visit to the "Ele.me" customer service. The other party said that they would not accept media interviews and would record all the problems and report them to relevant departments. As of press time, the reporter had not received any reply.

　　– Consumer voices

　　I hope the rectification will not go through the motions.

　　After the CCTV exposure of "Ele.me", what did consumers think? Mr. Li was once a loyal user of "Ele.me". "After the CCTV exposure, I found that all my previous ordering records were deleted, and some restaurants that had ordered food before had been remodeled. The menu and location have not changed, but they have a new name, which shows that they are new stores without stars." Another consumer, Ms. Liu, told reporters, "After seeing the exposure, I can’t imagine that I may have eaten a lot of black workshop food. Since then, I have never dared to use’Ele.me ‘to order food."

　　Of course, after being exposed, there were indeed some storefronts being rectified. Mr. Wei revealed to reporters that he found that a meat patty shop that had often ordered food at "Ele.me" could not place an order recently, "because it was near our unit, I went to buy it. When chatting with the boss, he said that" Ele.me "was rectifying recently, and they were offline first, not allowed to be delivered, and they would be online after a week." During the chat, Mr. Wei learned that the store did not have a business license and health permit at all. "To put it bluntly, it is a black workshop. Even if his house goes online in a week, I dare not eat it again. It is unlikely that these two certificates can be obtained in this week." Mr. Wei said that he hoped that the rectification of "Ele.me" would not just go through the motions and completely remove the problem restaurants, so that users can eat with confidence and retain users.

Clarifying the marriage news, Andy Lau： I didn’t have enough love to get married (photo)


　　Andy Lau, who is rumored to be getting married, won 6 prizes in the "IFPI Awards Ceremony" and became the big winner. He accepted the congratulations of the singers.


　　China News Service, April 13. Earlier, it was rumored that Andy Lau married Zhu Liqian in Malaysia on April 6. As a result, he quietly returned to Hong Kong to spend his birthday with the beautiful woman that day. Another rumor is that Andy’s wedding date has been changed to the end of this month, that is, after all the tours are completed. The night before, Andy completed his Changsha concert and rushed back to Hong Kong to attend the awards ceremony. When asked about the marriage rumors, he said this time: "There is still not enough love for me to get married."


　　Hong Kong’s Ming Pao newspaper reported that Andy Lau had been rumored to get married in Malaysia in early April. Andy claimed to have returned to Hong Kong to attend the "IFPI Awards Ceremony" the night before yesterday. Did he come back from Malaysia? Andy said: "No, I came back from Changsha. I got married in Malaysia? I don’t know, I should ask those who told the rumors! I’m not married!"


　　"I’ve known about it for years, but there’s no timetable [for marriage]," Mr. Wai said, referring to the long-running online news of his marriage. "I hope the person who wrote it will explain, because there are fans who will be happy for me. If according to the rumors, I have been married dozens of times!"


　　Andy emphasizes that there is still not enough love for him to get married.


　　Referring to Wei Shi’s appearance in court in Japan on the 24th for the Tibet-related drug case, Hua Zai said with emotion: "It is very difficult to make up for a mistake. Whether the incident is true or false, I hope her actions after returning can restore some credibility."


　　Some people outside pointed out that Liming did not try to save Wei Shi, and Andy said: "Everyone handles it differently, and there will be another voice when they do anything. If they help, they will be accused of appeasement. It is inconvenient for me to say more, but it is a pity."

Editor in charge: Wang Xin

car change

□ Cao Xianbin

At the age of 12, I was admitted to Laowuji Junior High School from the remote primary school in Dashan Village, Lichuan. My father took me to school with an old bed of cotton wool and a wooden box. At that time, the mountain road was winding and winding, going up dirt slopes and down stone stairs. It took 17 or 8 miles to get to school. The journey was by walking, and everyone laughed at the "No. 11" bicycle.

In the three years of junior high school, every time I passed the road section of the old house, I saw more carro?as, one person pulling in front, and two or three people pushing in the back. Occasionally, I saw bicycles and tractors that made "chug chug chug" sounds to transport items, and I longed for it, thinking about when I could get on the scenery!

After graduating from junior high school, I was admitted to the city to go to school, and only then did I know that there was a bus that shuttled between Zhonglu Road and Lichuan. At that time, if you wanted to go to Lichuan by car, you had to wait by the old house road in advance. I still clearly remember that the first time I took a bus was chasing after my classmates, clutching the window at a turning slope, and being dragged in by a kind adult.

At that time, the school I was studying at was on the outskirts of the city. Every weekend, I would make an appointment with my classmates to go to the city to watch movies and go shopping. When I got tired of shopping, a few classmates pooled together money to occasionally take the "Tu Ma" or ride the bicycles of wealthy classmates back to school.

In the late 1980s, I started working. The village where I was located had a wide plowing road, and I often saw tractors, bicycles, motorcycles, etc. going back and forth. In a few years, the villagers rushed to go out to "work" or "go to the sea", and three-wheeled motorcycles, "double-row seats", and Changan automobiles gradually entered every household. Passenger transportation, electric numbness, etc., as long as you are willing to pay, you can go to the market, visit relatives and friends, and take you anywhere you want.

At that time, I saved up a year’s salary to buy a motorcycle. In my spare time, I made friends and rode my beloved motorcycle out for drag racing, and the "riding" was endless fun.

In the early 20th century, during the summer vacation, I occasionally went to Wuhan for training. I had to take a bus one day and one night in advance, and then take a few buses or taxis to arrive.

In 2010, the Lichuan Railway Station opened. When my son was in college, our family took the green leather train from Lichuan to Changsha, which swayed for a day and a night to reach the destination. Today, it only takes 4.5 hours to reach Wuhan by train, and it only takes seven or eight hours to change trains halfway to Changsha.

My family’s "Buick" car 10 years ago has now been replaced by a "Mercedes-Benz" off-road vehicle. During the holidays, my wife takes our family of four to visit relatives and friends, and to visit the mountains and rivers.

Returning to my hometown during the Spring Festival this year, I found cars parked on both sides of the highway and in the courtyards of every household, which became a beautiful scenery in the mountains and villages.

The motherland is taking off and my hometown is developing. The change of cars has witnessed the rapid changes in urban and rural areas and the change of transportation means in our state over the past 40 years. I am extremely proud to live in such a country and such an era.

Behind the hot Elden Ring： nearly 900,000 players online top-tier creator cross-border breaking circle

Screenshot of the game page.

"This person will definitely pursue Elden Ring as well." A short sentence completely ignited the enthusiasm of gamers around the world for Elden Ring.

On February 25th, Elden Ring, created by well-known game producer Hideko Miyazaki, was officially launched and quickly attracted attention in the global game market. In just one week, the game broke the sales records created by previous similar games and easily won the first place in the Steam weekly sales list. The peak number of online people reached nearly 900,000, and it became a new phenomenon game on the Steam platform after CS: GO, GTA5, and PlayerUnknown’s Battlegrounds.

Behind the popularity of the game, in addition to the developer’s three-year persistence and the IP that is sought after by countless players, the cross-border cooperation of top fiction writers has made the game successful "breaking the circle" and attracting the attention of more groups. "At a time when players are more and more picky about the game’s plot and character, the attraction of Elden Ring itself to players, coupled with the success of the cross-border cooperation of top writers, may bring some inspiration to more game manufacturers in the future." Ma Jing, a game industry observer, said on March 1.

hot globalWhat is it?One-week sales hit an all-time high　

"Although the character of this game may’die ‘at any time, it can’t be stopped once you get started." On March 1, Lao Han (a pseudonym), a veteran gamer for many years, told reporters, "Needless to say, the quality of the game, three years has not been in vain."

The game that Lao Han talked about is the Elden Ring that is currently popular around the world. Shell financial reporters learned that this game not only provides players with a variety of different career choices, but also can freely combine and change according to different class skills and weapons to play their own system; at the same time, you can also invite real friends to play together and experience the fun of the game in the virtual world.

Fighting gameplay and an open and free gaming experience quickly attracted the attention of players around the world.

In fact, as early as 2019, the game attracted the attention of countless players at the E3 game exhibition with its trailer, and in 2021 it was selected as the "Most Anticipated Game of the Year" 3A masterpiece by the TGA Game Awards. Shortly after the game was released, 50 participating media on the well-known website Metacritic gave full praise to Elden Ring, including 28 media such as IGN and GameSpot. And on OpenCritic, another platform for media and players to score, the game once became the highest-rated game.

The fanatical pursuit of players has caused the sales of the game to rise. According to media reports, its sales have far exceeded the most popular "Black Souls 3" in the previous similar games, becoming the most popular "soul" game in history. Now in the game sales list, it is second only to "Pokémon Legend: Al Zeus" and "Horizon: Forbidden West" two popular masterpieces.

"Game makers are definitely making a lot of money." A Fei (a pseudonym), a player who also started the game at the first time, told reporters that although the price of the game is as high as 298 yuan, countless players still place orders to buy it. Even as early as November 2021, the game sold more than 4 million copies as soon as it went online, which means that the game has received nearly 1.20 billion yuan in revenue before it was launched.

In the Chinese market, Elden Ring has also attracted players’ attention and pursuit, and once caused heated discussions on platforms such as Weibo, Douyin and Bilibili. As of March 1, its Weibo reading volume reached 420 million and discussion volume 130,000. Countless players share their game experiences and communicate with each other. And live broadcast platforms such as Bilibili and Douyu also have many UP owners live streaming the game, attracting millions of players to watch it online.

Reporters noticed that many game companies even announced a day off on the day of release to allow employees to experience the fun of the game. Some media reported that Ye Qianluo, CEO of well-known game publisher GameraGame, said in the "Holiday Notice" that "global key project research needs to be carried out, please try not to disturb during this period."

"For players who like’soul ‘games, this is a grand festival." In order to play the game, Ah Fei also asked the company for three days off. Although he was deducted a lot of money, he did not regret it.

Hand in hand top-tier creatorPossible future trends?

The popularity of Elden Ring in the market has also led to an increase in sales of computer hardware and mainframes.

On March 1, a game seller told reporters that recently, many consumers have come to inquire about purchasing a variety of game consoles, including PS5 and Xbox. After communicating with the other party, it was found that the reason behind it was the desire to experience the game on the console.

The reporter learned that Elden Ring is not only sold on the computer side, but also on the PS5, PS4, Xbox and other console platforms, which has aroused the enthusiasm of many console players.

"I wanted to play the PS5 many times before, but I didn’t know what game to play, so I didn’t start," said one player. "But after learning that the game will be launched on the console, I decided not to hesitate and just want to experience the fun of the game on the console as soon as possible."

In fact, in addition to the positive impact on game console sales, the sales of hardware devices such as graphics cards have also increased.

"The previous graphics card took a few years, but it was not replaced due to the price. This time it coincided with the launch of the game, so I simply gritted my teeth and placed an order." Although the game did not require high computer configuration, Lao Han decided to replace the graphics card because he hoped to experience the highest image quality. "After all, I don’t know when I will encounter such an interesting game again."

"Behind the explosion of the game is the trust that players have in game developers and producers," Ma Jing, a game observer, told reporters. "After all, Hideko Miyazaki’s previous’soul ‘games have been successful."

Shell financial reporter learned that the game producer Miyazaki Higao has quickly become a "game god" in the hearts of players with games such as "Demon’s Soul", Dark Souls and Sekiro: Shadows Die Twice. Although before the launch of Elden Ring, Miyazaki Higao did not launch a new game for more than three years, but there are still countless players eagerly anticipating his works. The game writer George R. R. Martin, a well-known American novelist who won the Hugo Award, Nebula Award, and World Science Fiction Award for his works such as "Light Gone" and "A Song of Ice and Fire", also made the game "break the circle" smoothly and attracted the attention of countless science fiction fans.

In December 2021, George R. R. Martin said on social media that Mr. Miyazaki’s team’s proposal made him feel "unable to refuse," adding, "They want a deep, resonant world from me as the foundation for the game they plan to create. As it happens, I love making worlds and writing the history I imagine."

"When I learned that it was jointly created by these two’great gods’, I was full of expectations for the game. I have been paying attention to the development of the game before, and I placed an order as soon as it was officially released." Lao Han said.

In fact, this is not the first time game makers have collaborated across fields. With today’s players’ requirements for game backgrounds, plots, and characters improving, more and more game makers are beginning to cooperate across borders.

According to media reports, as early as 2018, Filipino-American writer Alyssa Wong joined Activision Blizzard’s "Overwatch" team, responsible for the design and supplement of the world view background and game character background of "Overwatch", and participated in the story creation of other large-scale game IPs under Blizzard. In the early years, well-known science fiction writer Christie Golden also participated in the creation of official novels for games such as "StarCraft" and "World of Warcraft".

In October 2021, Tencent officially announced the release of the new game "Honor of Kings · World" based on the "Honor of Kings" IP, and announced a cooperation with the famous science fiction writer Liu Cixin to bring the novel "Shiyun" and "Honor of Kings · World" to co-create inspiration. This news also quickly attracted the attention of different groups such as players and science fiction fans to the game.

"Manufacturers seek cross-border cooperation, in addition to hoping to bring attention to different groups of people in the game, but also to ensure the quality of the game content. After all, today’s players are more and more critical, and to achieve success, manufacturers must also show more sincerity," Ma Jing said.

Beijing News Shell Financial Reporter, Qin Che, Editor, Wang Jinyu, School Dealing with Chunyun