标签： 武汉品茶资源

At the 2024 Beijing Auto Show, the Great Wall Gun, the leader of pickup trucks in China, occupied an absolute C position: the 2.4T Great Wall Gun, a "global high-performance pickup truck", officially opened for pre-sale, and the pre-sale price of the 2.4T passenger gun was 148,800 yuan; The pre-sale price of commercial gun 2.4T is 126,800-138,800 yuan. In addition, the high-end luxury off-road new energy pickup truck, Shanhai Gun Hi4-T, was unveiled at the same time, bringing more power, more complete scenes and extremely reliable benchmark car experience.

Since 2019, the Great Wall Gun was born, which triggered the upgrade revolution of pickup truck market in China. Every time a new product is launched, it will quickly become popular in the market, thus boosting industrial upgrading. This year’s Beijing Auto Show, the new car of Great Wall Gun is heavy, what kind of vitality can it inject into the future market?

First of all, sales at home and abroad will be boosted by "fuel". According to the latest data, Great Wall pickup trucks sold 17,569 vehicles worldwide in March, accounting for nearly 50% of the domestic market; From January to March, a total of 43,495 new pickups were sold. Great Wall pickup trucks sold 3,440 vehicles overseas in March, a year-on-year increase of 25%. From January to March, the cumulative export volume of Great Wall pickup trucks reached 10,414 vehicles, up 19% year-on-year. In China, the Great Wall pickup truck has written the myth that "the domestic terminal market share is nearly 50%"; Overseas, the Great Wall pickup truck has maintained the leading position in export sales of China pickup truck brand with a high-spirited attitude. After the follow-up power of this impressive sales volume is added with the most powerful diesel pickup truck within 200,000 in China-the Great Wall Gun 2.4T model and the optimal solution of new energy pickup truck-the Shanhai Gun Hi4-T, the global sales volume of the Great Wall Gun will be "opened" again.

In addition, Shanhai Gun Hi4-T and its brother model Shanhai Gun HEV are the top three swords in the world. "Great Wall Cannon, China Cannon and Global Cannon", with the continuous innovation in pickup truck categories, the models that closely fit various scenes and take into account the whole scene are constantly enriched and upgraded. Great Wall Cannon has improved Chinese people’s understanding of pickup truck categories and led the industry’s passenger, high-end, intelligent and diversified development. At the same time, its overseas popularity and influence are increasing day by day, and it has been listed in more than 50 countries on four continents around the world and won the annual awards in Australia, South America and South Africa. With the new energy becoming the general trend of global pickup truck development, Great Wall Gun stands out in the world by virtue of its technological and innovative advantages, and the speed of globalization is becoming increasingly obvious, which is also the most proud thing of China’s pickup truck manufacturing industry!

Like a bamboo, globalization is speeding up.

In March, at the 2024 Bangkok International Auto Show in Thailand, the Great Wall Shanhai Cannon HEV, which was positioned as the "new first-class smart pickup truck", officially opened for pre-sale, becoming the first new energy pickup truck product in Thailand’s auto market, and won the Best Commercial HEV Model Award from the Auto Show Organizing Committee in 2024.

In Thailand, pickup trucks are indispensable to people’s lives, and half of new car sales come from pickup trucks every year, forming a culture of using cars in the whole scene. However, in Thailand, China pickup truck is actually facing great challenges if it wants to gain a foothold in the market. Japanese auto giants have long occupied a dominant position, and the established market barriers is like a steel plate that is difficult to penetrate. However, judging from the current situation, the Japanese auto giants have a serious sense of crisis, and the once unbreakable market order seems to be blown to pieces in front of the Great Wall Gun.

First of all, this is due to the strong technical strength and innovation ability of Great Wall pickup truck, which can quickly launch smarter products that are more in line with the current global development, so that overseas consumers have more choices and better choices in choosing pickup trucks. Moreover, the advantages of the Great Wall pickup truck service system in China have been extended overseas, so that international consumers can also enjoy better and more convenient service guarantee.

As the first and only hybrid pickup truck model in Thailand, Shanhai Gun HEV has played a role in inciting and reshaping the pickup truck market in Thailand, making Thailand an important position for the globalization of the Great Wall Gun, radiating a wider Southeast Asian market, and accumulating strength for the continuous development of the ASEAN market, thus speeding up the globalization goal of the Great Wall Gun sword pointing to the top three in the world.

Since its birth, Great Wall Cannon has set its sights on the global market, enhanced its product strength and value by deeply applying the ride-sharing technology to the dual-use products of passengers and merchants, and persisted in global R&D, global manufacturing and global sharing to build a truly global car. In addition, the Great Wall Cannon is rooted in overseas local culture, and has tailored a new way of playing pickup trucks for the local area, integrating the Chinese pickup truck culture created by the whole scene, cross-circle and users into it, and realizing the "firing" upsurge of powerful circle-breaking.

Up to now, Great Wall Gun has been listed in more than 50 countries on four continents, representing China pickup truck in the global market. Judging from the specific market situation, the Great Wall Gun has completed a relatively complete layout in the global typical pickup truck market:

In Australia, Great Wall Gun became the first China automobile brand to receive a five-star safety rating under the new test standard of ANCAP in 2021. In 2023, the sales volume of the Great Wall Cannon squeezed into the seventh place in Australia, a year-on-year increase of 23.2%.

In Russia, the Great Wall pickup truck won the sales crown in 2023, an increase of 250.6% compared with 2022. The Great Wall Cannon ranks first in model sales, and the sales of King Kong Cannon and Fengjun series enter the top ten in pickup truck sales list.

In South Africa, the Great Wall brand ranks first in China, and in 2022, the South African Automobile Industry Association won the "Best New Pickup Truck of the Year" award against many international big-name models. In 2023, the Great Wall cross-country gun won the South African pickup truck model award of the year, which once again enhanced the recognition of the Great Wall gun by South African consumers.

In the Middle East, Great Wall Motor signed a strategic cooperation agreement with Teyseer Motors, a local car dealer in Qatar, thus officially entering the Qatar market, including pickup trucks. This cooperation means that the Great Wall pickup truck will fully cover the six markets of Gulf Cooperation Council (GCC).

On the other side of the globe, the Great Wall Gun was produced locally in Ecuador. In Chile, the Great Wall Cannon went on the market for one month and won the "Best Pickup of the Year" award selected by MT ONLINE, ranking first in monthly sales for many times.

Win honor with strength and beat the market with products. Starting from Thailand, Brazil and Mexico will be the markets for the further development of the Great Wall Gun. Following the footsteps of Great Wall Motor, the globalization process of Great Wall Gun is in full swing.

Ecological going out to sea, "double-line" development

All along, the Great Wall Gun has been trying to "break the ice" in enhancing Chinese people’s awareness of pickup trucks, and actively promoting multi-scene use and expanding pickup truck users. At present, new energy is an irreversible development trend of the automobile industry, and new energy is also an opportunity to bring pickup trucks into the mainstream automobile product circle and further promote the household and passenger use of pickup trucks.

In order to enhance the value of pickup trucks, Great Wall Gun has spared no effort. The globalization strategy of Great Wall Gun has been rapidly upgraded to "going out to sea in an ecological way", taking the lead in the field of new energy, paving the way for its own brand and China pickup truck to popularize and enhance its popularity in the world in the future.

In fact, before it became the first and only hybrid pickup truck model in Thailand, Shanhai Artillery HEV was unveiled in Australia, and it will also be the first hybrid pickup truck mass-produced in Australia. From the time point of view, the Great Wall Gun has competed with Ford and Toyota in the decisive battle field of new energy, the future global pickup market, and seized the "highland".

Compared with the Great Wall Gun, the American and Japanese pickup truck giants are obviously slow in the layout of pickup trucks. The Ford Ranger plug-in hybrid model will not be launched until 2025, while the Toyota Hilux only has a 48V light mixing system, and the hybrid model is still missing.

To achieve the goal of becoming the top three pickup trucks in the world, Great Wall Gun needs long-term planning and execution in product upgrading. The Great Wall Gun never pulls its crotch in terms of products, and it has a rapid upgrade and update, and also has multiple unique design functions. In the tide of pickup truck’s new energy, the Great Wall Gun has shown its power to shake the global pickup truck pattern, and it is only a matter of time before it takes a place in the world.

It is worth mentioning that in the new energy products and globalization strategy of Great Wall Gun, the layout of "two-line development" is adopted, and the domestic market is the foundation.

In terms of new energy products, Shanhai Gun HEV is specially aimed at overseas markets, and Shanhai Gun Hi4-T, which was unveiled at Beijing Auto Show, is a surprise left by Great Wall Gun to domestic users. Compared with other hybrid forms, the Shanhai Gun Hi4-T retains the advantages of the traditional hard-core pickup truck to the maximum extent, but also incorporates the characteristics of new energy power, which can be both oil and electricity.

Shanhai Gun Hi4-T is equipped with 2.0T+9HAT powertrain and matched with P2 motor. Under parallel drive, the comprehensive power of the system is 300kW and the maximum comprehensive torque is 750 N m. The maximum power of P2 motor is 120kW and the maximum torque is 400N·m, and the peak efficiency is over 95%. The motor can reach the maximum torque in an instant, which makes the acceleration of the whole vehicle 100 kilometers only 7.15 seconds.

In this 2.0T+9HAT super hybrid system, a 2.0T Miller cycle hybrid engine is used, with the maximum power of 185kW and the maximum torque of 380N·m, and the maximum torque output can be achieved at 1700~4000rpm. The strong combination of hybrid special engine and high-power motor combines the characteristics of high engine stability and strong explosive power of motor, which makes the whole vehicle start lightly and overtake quickly. In extreme scenes such as getting out of trouble and climbing, the motor will assist the engine and comprehensively improve the explosive power of the vehicle. Even in extreme driving environments such as plateau, high temperature and cold, the power performance is still strong. Intelligent energy control system reduces the fuel consumption of the whole vehicle, achieving the purpose of economy and fuel saving.

In terms of safety, the battery layout of Shanhai Gun Hi4-T is groundbreaking, and it is fixed on the inner side of the transverse and longitudinal beams of the frame and above the frame at multiple points, thus avoiding the collision of the battery pack. At the same time, the protective plate is designed, and the surface is galvanized+electrophoretic+scratch-resistant coating, and the three-layer protection improves the rust-proof and scratch-resistant performance.

Because it is a hybrid model, Shanhai Gun Hi4-T has three power modes: pure electric, hybrid and intelligent. The battery has a partial capacity of 37.1kW?h, which can meet the pure battery life of 100km. Coupled with the 75L super-large fuel tank, the comprehensive cruising range can reach 780km. Moreover, in the intelligent mode, the oil and power consumption are both reduced, the comprehensive fuel consumption can be as low as 2.5L/100km, and the feed fuel consumption is only 10.2L/100km. The charging time is also quite saving. With 50kW high-power DC fast charging, the power can be changed from 30% to 80% in 26 minutes.

With the blessing of "electricity", the Shanhai Gun Hi4-T also has a powerful external discharge function. The discharge port supports 5.5kW high-power external discharge, which meets the outdoor expansion of coffee machines, projectors, most household appliances, etc., and is enough to solve the power consumption problems such as outdoor camping and picnics. Two 220V power connectors are reserved in the cab and the trunk, with 120W in the cab and 2.2kW in the trunk power supply, which can support the power demand of multiple devices at the same time. In addition, the new SOC energy management strategy can automatically adjust the proportion of oil and electricity according to the user’s habits, road conditions, traffic conditions, etc., and realize the personalized adaptation of the whole scene and all terrain. In addition, the Shanhai Gun Hi4-T adopts non-decoupled mechanical four-wheel drive with three locks, and the whole vehicle can easily match different car scenes to meet the needs of various outdoor scenes such as self-driving travel and camping.

Many innovations in the fuel version of Shanhai Gun, such as: equipped with advanced intelligent driving assistance system, the first design in China to improve the convenience of multi-scene use, luxurious riding experience and intelligent level in the car, C6 towing qualification that can meet the certification of 3.3-ton trailer, NVH quiet design, etc., have been extended to Shanhai Gun HI4-T.

In terms of globalization strategy, new energy products are a sharp weapon to open and expand overseas markets, while the domestic market is the base camp for the Great Wall Gun to continue to innovate, which not only enhances the influence of pickup trucks in China, but also continuously delivers "shells" to overseas markets, improving and strengthening its overseas competitiveness.

In 2024, the Great Wall Gun has been constantly upgrading its products: the model of "King Kong Gun" equipped with ZF 8AT gearbox was officially launched; Passenger guns, commercial guns and off-road guns have added 2.4T diesel engines of the same model as Shanhai guns, and the traction qualification has been upgraded to 3 tons.

It is not difficult to see that upgrading to a stronger engine and a more advanced gearbox is the next direction of the Great Wall Gun in domestic products. At the same time, "improving the overall performance" is also the development focus of the Great Wall Gun fuel pickup truck, which not only brings more satisfactory car experience to all kinds of users, but also helps the brand to achieve the two-way power of "fuel and new energy" in overseas markets.

Comments:

Looking back, when Great Wall Cannon became an independent brand of pickup trucks and shouted the slogan of "becoming the top three in the world", many people knew in their hearts that it was to compete directly with pickup truck giants such as Ford, Toyota and Isuzu. But how many people can foresee that the Great Wall Gun can rise rapidly in six years and achieve today’s achievements.

"Strong civil war, expert in foreign war"! At home, although the joint venture has played its cards and introduced the latest models of the same model from overseas to China, the Great Wall Gun has always gained the upper hand in the contest with the joint venture. Overseas, the pace of globalization of the Great Wall Gun is solid and powerful, and it has quickly opened up big markets such as Australia. With the help of the new energy trend, Great Wall Gun began to March into important markets such as Thailand, and its own technological advantages and innovation ability seemed more like a duck to water.

Wen | Wen Jiajia

Producer | Lan Xi

Half a month after Li Jiaqi’s inappropriate remarks, Hua Xizi, who had been bombarded by the whole network and the public relations team left, was finally "crazy".

On the afternoon of September 26th, Hua Xizi officially released a Weibo saying, "I, Hua Xizi, am six and a half years old. I have a dream to be a high-end brand based on the local market and going global." Later, several comments were issued in the comment area, and the route of "crazy literature" was taken.

Soon, the topic "Hua Xizi’s madness" boarded the hot search in Weibo, and the reading volume exceeded 330 million. The whole platform launched a hot discussion on this incident. Despite its popularity, Hua Xizi’s operation did not get the desired word-of-mouth reversal, but caused more users to crusade.

Hua Xizi, who fell to the bottom of the valley overnight, certainly has a lot of reluctance, but this "splashing" operation seems to attract traffic, which will actually push consumers further.

No one cares about "crazy" Hua Xizi.

Half a month after the release of inappropriate comments, the live broadcast room in Li Jiaqi still has 10 million viewers. Although consumers have not forgotten the harm caused by Li Jiaqi, it is obvious that Li Jiaqi has not completely become an "internet outcast".

However, Hua Xizi failed to escape this robbery. From the beginning, the whole network debated whether an eyebrow pencil in 79 yuan was expensive or not, to the collective departure of Hua Xizi’s public relations team, and now he is "rolling around in his Weibo" for attention, and the road of Hua Xizi is getting narrower and narrower.

On the night of "madness" on September 26, Hua Xizi wrote in the comment area:

"I still want to speak out loud! ! ! ! I am also a 20W+ product experience officer, and every product must go through 1000+ user tests when it goes on the market … We are awesome! "

"It doesn’t matter if you are laughed at or ridiculed. I have been neighbors with LV and Gucci on the edge of the West Lake, and I will be opposite Chanel in Isetan, Japan’s top department store, and then I will go to France, Dubai and the United States to wait for me. "

"Does anyone really take grams to measure the value of eyebrow pencil?"

"Who knows the family, whose child is the only beauty brand when he is over 6 years old, and has been included in the Xinhua News Agency’s’ TOP10′ Global Communication Power of China Brands’ list together with brands such as Maotai, Alibaba and Huawei" …

Behind this series of speeches, Hua Xizi is eager to re-introduce his thoughts. Perhaps it is the fans of the authorities. Hua Xizi’s "crazy" marketing has received almost negative feedback from all sides.

△ Many netizens poured into the Huaxizi live broadcast room to brush the screen.

First of all, consumers, instead of feeling sorry for the difficult situation of Hua Xizi, add a little disgust.

Judging from its comment area, consumers have a set of logic to refute whether it is about doing public welfare, product production level or brand honor, and have labeled Hua Xizi as "green tea", "full of dad’s taste" and "greasy". Whether it’s selling badly or marketing, it’s hard for Huaxizi to let consumers choose it again by these few words.

Many Internet V’s are also puzzled by Hua Xizi’s operation. The "People Five _" with 1.35 million fans wrote: "I feel that Hua Xizi’s hair is very funny, because it is particularly old-fashioned. How many years have you been selling your feelings and dreams here? We bloggers all know that we should be altruistic when making content, and Hua Xizi is still dreaming here, as if going back to ten or twenty years ago to see that an amateur with no talent wanted to be a star and went crazy on the stage. No one cares about your dreams, everyone has their own life! "

Technology blogger "Joe Kevin" said: "No … he doesn’t think everyone will buy it, does he?"

In combination with the news that Hua Xizi was recruiting public relations with a sense of network with high salary, "crazy literature" did touch the internet, but I am afraid Hua Xizi has not learned the game of pulling emotions.

The sky-high traffic didn’t bring sales.

After dropping a bomb into the traffic pool of the whole network, Hua Xizi’s live broadcast room gained a higher popularity, but popularity does not mean user understanding and sales conversion.

On the evening of September 26th, the number of people in the live broadcast room of Tik Tok, the official flagship store of Huaxizi, was about 2,000, and the barrage was constantly refreshed, which looked highly interactive. However, in addition to the brand officialreview manipulationIn addition to a small number of barrage, more are still negative voices such as "I heard that you changed your product promotion" and "started to clear the inventory".

It is also worth mentioning that both the official live broadcast room of Hua Xizi and the live broadcast room with goods brought by a third party are mainly promoting the flower Xizi honey powder cake, and the most controversial eyebrow pencil has not been put on the shelves.

The overall effect of bringing goods is not as good as before. According to the data of Grey Dolphin, among the live broadcast data of Tik Tok Live Room, the official flagship store of Huaxizi in recent 30 days, except the number of times of bringing goods increased by 11.03%, the rest of the data such as the total number of people watching, the average number of people watching, the peak number of people watching, the average number of people online and the average length of stay in the field are all green.

In the month before Li Jiaqi’s "rollover", the total sales volume of Tik Tok Live Room, the official flagship store of Huaxi Zi, was between 1 million and 2.5 million, but in the past two days, even with the traffic blessing, the total sales volume was only between 25,000 and 50,000.

Looking at the bleak data, it is no wonder that Hua Xizi is so anxious to save the hearts of consumers. What’s more, in sharp contrast, it is the hot selling tide of domestic products after "a whale falls and everything lives".

The three "little old men" in the live broadcast room of Vitality 28 know nothing about traffic and marketing, but they have increased their powder by over 3 million, and their daily sales exceeded 5 million; While relying on 79 yuan’s product set to gain a lot of interaction, the bee flower also successfully exploded the product; There are also brands such as Hongxing Erke, Mixue Ice City, White Elephant Instant Noodles, Huiyuan Juice, Southern Black Sesame Paste, Wei Long, etc., which have achieved amazing results.

These old-fashioned domestic products, who had been unable to enter the live broadcast room of the anchor with goods on their heads, finally waited for the moonlight moment through the splash of wealth by Li Jiaqi and Hua Xizi. More importantly, consumers have also been instilled with the idea that "the original cost of living can not be so high" in this wave of domestic products "chaos", and good and cheap domestic products have begun to occupy the minds of users.

And this kind of effortless relaxation is exactly what Hua Xizi craves. However, Hua Xizi may think that this is a test of network sense, but in the eyes of consumers, this is just a matter of consumption returning to reason and marketing giving way to strength.

△ Changes in sales data of the official flagship store of Huaxizi in Tik Tok live broadcast room

Hua Xizi, who understands the Internet, has not yet understood consumers.

Without last night’s "Crazy Literature", although Hua Xizi was branded as a "cosmetic assassin" by consumers, there are still some people who think that he was just accidentally implicated by Li Jiaqi and was "sitting together". But after one night, those former fans seem to find it hard to love Huaxizi any more, and even begin to think that Huaxizi and Li Jiaqi can be deeply bound for such a long time, in the final analysis, they are still the same kind.

Hua Xizi’s "Crazy Literature" has repeatedly mentioned his achievements. These titles and awards are true, but of course they are inseparable from the power of marketing.

Since its establishment in 2017, Huaxizi has grown at an amazing speed. A year later, Hua Xizi reached a business cooperation with Li Jiaqi Live Studio, and even got on the express train. Then Hua Xizi’s loose powder won the sales volume of more than 700,000 boxes during the double 11 in 2019.

The reason why Hua Xizi’s achievements are directly linked to marketing investment is that beijing business today once reported that Hua Xizi’s GMV will reach 3 billion yuan in 2020 and 5.4 billion yuan in 2021, and his marketing investment is very huge. According to statistics, Hua Xizi only invested 20 million yuan in monthly marketing expenses on the live broadcast platform in the early days.

In the era when traffic is dominant and live broadcast is paramount, such a development model is normal. Paying more attention to marketing than R&D has become a big environment, and telling stories, discussing packaging and doing marketing has also become a routine way for emerging brands to rise rapidly.

As a result, brands such as Huaxizi, Perfect Diary and Winona came from behind one after another, and walked smoothly under the name of "the rise of domestic products". On the contrary, those old-fashioned domestic products that are honestly engaged in research and development and production have always been outside the Internet, unable to enter the consumer’s field of vision, and even the problem of survival has become difficult.

But the change of the times has always come suddenly. When consumers realize that the price of Hanako’s eyebrow pencil is higher than that of Shu Uemura and that of loose powder is higher than that of Chanel, the backstab feeling brought by the brand will deepen consumers’ negative emotions.

But what Hua Xizi, an "Internet aborigine", is imagining is to use a successful marketing to cover up negative public opinion. When "crazy", it may think: as long as I shout loudly enough, then everyone can understand me and feel sorry for me.

Facts have proved that Hua Xizi was wrong. Consumers not only won’t buy it, but also responded with a louder voice. "You have to know who brought you these honors. It is our ordinary consumers. Without us, you are nothing." Some users said this.

There is also the public relations of domestic brands who told the author, "Hua Xizi’s practice this time has a big mistake of blindly explaining and exporting, trying to show all his advantages." Although words have a sense of network, they have no real feelings, but they reveal a wronged and misunderstood grievance. In the case of overwhelming negative public opinion, such an approach is actually only to further deepen the rebellious psychology of consumers. "

Indeed, at present, regardless of Hua Xizi’s research and development technology, production technology, charity work and brand determination, consumers have been unable to pay more attention, and attitude is the focus they care more about. After all, to be miserable, those domestic brands that once lived a hard life and are still cheap and good are more worthy of support in the eyes of consumers.

The public opinion storm of the national crusade against Hua Xizi is still sweeping. It is still unknown what other operations Hua Xizi with a "good attitude" can come up with, but from the current point of view, it still doesn’t know how to think from the perspective of consumers.

　　In recent years, with the increasing supervision, the illegal and illegal phenomena such as obscenity, violence and blood, and fraudulent donation in live webcasts have been greatly reduced. However, it should not be ignored that some webcasting chaos has now been replaced with "new vests", and unhealthy or even illegal content still appears in the webcast room from time to time.

　　Acts such as hitting the "edge ball" still exist

　　Not long ago, the Public Security Bureau of Rongxian County, Zigong City, Sichuan Province issued a notice saying that since 2018, female anchor Tang Moumou has filmed fishing videos wearing bright exposure and red scarf in farmland in order to gain eyeballs and increase the number of fans and videos, and uploaded four edited videos on the Aauto Quicker platform with the account of "Yibin Yingying", and the number of videos played has reached more than 3 million times. According to the Public Security Administration Punishment Law, the police detained Tang for 12 days and fined 1000 yuan, ordering him to delete relevant videos.

　　Zhu Wei, deputy director of the Communication Law Research Center of China University of Political Science and Law, pointed out that Tang’s behavior is one of the most common chaos in the current webcast — — Spread vulgar culture.

　　"The current webcast chaos is very different from that of previous years. Compared with illegal acts such as pornography and violence, it is now more chaos such as infringing on the privacy of others, promoting feudal superstitions and spreading vulgar culture." Zhu Wei said, "Vulgar behaviors such as female anchors wearing red scarves are more common in webcasts. In fact, this phenomenon has existed almost since the appearance of webcasting. Compared with pornography and other illegal acts, this kind of behavior mainly violates public order and good customs, and is more in a relatively obscure gray area. "

　　Exposed clothes, sexually suggestive actions, live broadcast of foul language, and public ridicule of the Nanjing Massacre … … In recent years, news about the misconduct of webcasting is common in newspapers. These behaviors are not exactly the same as illegal behaviors, but essentially a kind of "edge ball" behavior, which also makes some anchors take advantage of it.

　　In addition to playing "edge ball", the boundary of webcasting has also caused controversy. In 2018, some anchors used the network car as the carrier to broadcast the order taking process without the customer’s knowledge, and the live broadcast targets were mostly female passengers; In April this year, Chen Mou, a star, was broadcast live by an anchor in Betta when she was shopping with her children. Chen Mou was very dissatisfied with this and angered the anchor. Many news events have brought the chaos of webcasting into people’s field of vision again and again.

　　Interests drive some anchors to exploit loopholes.

　　According to the 43rd Statistical Report on the Development of Internet in China, as of December 2018, the number of live webcast users in China reached 397 million. Nowadays, users have basically developed the habit of watching live broadcasts, with high viewing frequency and strong willingness to pay. In addition, with the rise of mobile live broadcast platforms, the threshold for live broadcasts has been greatly lowered, and it has become possible for everyone to broadcast live and everything can be broadcast live.

　　Some insiders believe that the huge profit margin and market of webcasting have attracted the influx of venture capital and live broadcast practitioners, which has also caused a mixed environment of webcasting.

　　In recent years, webcasting platforms have sprung up one after another, so many people have entered the live broadcast industry and become professional or part-time anchors. However, the low threshold of live broadcast makes it unnecessary for anchors to undergo strict examination of their qualifications and qualities. Driven by the huge profits that live webcasting can bring, some anchors have no rules and legal awareness, and constantly gain attention by breaking through the legal bottom line and infringing on public order and good customs, and then get rewards from fans and even seek huge profits. However, some popular anchors have gradually ignored the responsibility of guiding the public to establish correct values after receiving a large number of fans. Previously, the network anchor Tianyou was banned by the National Network Information Office for describing in detail all kinds of feelings after drug abuse in the form of rap in the live broadcast.

　　At the same time, the gray area provides space for the breeding of network chaos. At present, there are no clear laws and regulations to regulate and punish some behaviors that violate public order and good customs, which makes some anchors take advantage of the loopholes.

　　There are not only anchors, but also webcasting platforms. For the chaos of webcasting, the webcast platform can’t stay out of it. If the live broadcast platform knows that the anchor violates the law and does not stop it, it should also bear corresponding responsibilities.

　　At present, there are great loopholes in the audit of anchor and live content in the webcast platform. After several rounds of governance, the domestic mainstream live broadcast platforms have made great progress in anchor management, content control and on-site supervision, and formed relatively perfect self-examination and self-correction rules. However, there are some informal small live broadcast platforms that spread through some illegal ways and underground ways. The live broadcast content is mostly obscene, pornographic and naked.

　　Constructing blacklist system of information sharing

　　In order to create a clear live broadcast environment, in fact, the regulatory authorities have already started to rectify the chaos of webcasting and formulated corresponding laws and regulations.

　　Since December 1, 2016, the National Network Information Office has implemented the "Regulations on the Management of Internet Live Broadcasting Services", which put forward specific requirements for live broadcasting qualifications, content management, credit system, etc., and set a bottom line for standardizing Internet live broadcasting services. According to the Regulations on the Management of Internet Live Broadcasting Service, the network platform should establish a content review platform and an information review mechanism, implement hierarchical and classified management, and implement the trial before the management of the live broadcast of Internet news information and its interactive content. Some live broadcast platforms have also introduced management rules to regulate the behavior of anchors and users. On February 7, 2018, the Ministry of Public Security deployed public security organs across the country to carry out the "Net Net 2018" special campaign to crack down on network crimes. In that year, 12,000 websites such as obscene pornography were banned and closed nationwide, and 44 major cases of online obscene pornography were listed and supervised.

　　Some experts believe that at present, China has made remarkable achievements in rectifying the chaos of webcasting. However, due to the low illegal cost and high supervision cost of the live broadcasting industry, there will still be "fish escaping from the net". In view of the existing "edge ball" and vulgar behaviors, we can take enumeration to concretize the contents and behaviors prohibited by law from live broadcast, so as to improve the operability of the law. At the same time, a blacklist system for information sharing should be established to prevent the illegal online celebrity from appearing again.

　　The insiders believe that webcasting is not an anchor’s entertainment behind closed doors, but a performance for the public. The live broadcast platform is not as simple as just providing a platform without any responsibility. We should establish a pre-prevention mechanism, improve the quality of relevant employees, and establish a qualification review mechanism for live broadcasters or a professional anchor training mechanism. Relevant departments must also comprehensively use a variety of regulatory measures and work together to stop hacking illegal accounts, confiscate illegal income, and even close illegal live broadcast websites to prevent the live broadcast platform from becoming a hotbed for nourishing illegal online celebrity.