On December 22nd, 2021, Huawei Smart Car Solution Ecological Forum was grandly held online, with the theme of "Enjoying Ecology and Creating the Future Together".

In the afternoon’s "Dialogue with Che Yun" topic, three experts from Huawei Smart Che Yun shared the "Troika" that drives the development of intelligent networked vehicles in Huawei’s vehicle networking field-OTA, VHR, and three-power cloud services.

Now Huawei has officially released the full text of the speech. Let’s take a look at it here.

With the rapid development of new energy vehicles, under the trend of intelligence and networking, software-defined vehicles have become the industry consensus, and OTA has become the core power of software-defined vehicles. Huawei released the OTA 3.0 vehicle-level upgrade scheme, which can provide a vehicle-level upgrade experience with zero bricks and good experience.

According to reports, the development of OTA will go through three stages. From the market point of view, most of the new forces ICV have taken the lead in entering the OTA 3.0 stage, and maintained a high iterative speed in ADAS/ADS, vehicle control domain, cockpit domain and power domain.

Three core issues that OTA3.0 needs to pay attention to: vehicle version management and quality care, OTA security and reliability, and user experience.

Three core issues that OTA3.0 needs to pay attention to:

Vehicle version management is a systematic problem, how to ensure the compatibility and consistency of vehicle parts versions. At present, the number of lines of vehicle software code reaches 100 million, and the complexity of multi-component collaboration is high. After-sale vehicles have a variety of parts version combinations, which lead to thousands of vehicles. How to ensure the compatibility and consistency of all parts versions of the whole vehicle, how to ensure the quality of versions and prevent bugs, especially those that affect driving safety, is a huge project. Taking 20 parts combinations as an example, the number of versions produced by changes caused by functions and problems may reach thousands in the life cycle of the whole vehicle. In the era of vehicle intelligent experience, OTA is becoming more and more popular, and efficient version management has become a key challenge. The OTA platform that can provide effective software version management capabilities has more advantages.

Intelligent driving, vehicle control and power domain upgrade have become the norm, and how to ensure the safety and reliability of the whole vehicle under OTA is extremely critical. OTA upgrade will lead to brick-changing, which will touch the red line of users’ experience, and there are endless cases of complaints and even public opinion caused by brick-changing in the industry.

Huawei systematically analyzed the brick change caused by OTA. The control loopholes, unavailability of core components, lack of remote repair and software bugs in the whole vehicle upgrade process became the biggest incentives for brick change. How to predict all faults that may lead to brick upgrading in the design stage is a systematic problem. It is necessary to analyze and simulate the potential faults in all scenarios and formulate attenuation measures to prevent them.

Huawei mobile phones supported OTA many years ago, and systematically analyzed the failure modes of mobile phone OTA failures, which also ensured billions of reliable upgrades. The experience is worth learning. Similar to mobile phone upgrade, it also faces user experience problems such as traffic consumption, upgrade time and operation interaction in OTA process.

Based on this, Huawei proposes OTA as a core service, which requires three capabilities in the OTA3.0 era:

Open up the whole process from R&D to commercialization (including management actions and upgrade execution). Covers full upgrade scenarios, provides flexible scenario combinations, and can be upgraded in any actual scenario.

Huawei’s OTA solution is a vehicle-level remote upgrade service for Huawei HI automotive solutions. Natural adaptation HI solution upgrade can cover 45+components such as intelligent driving, intelligent cockpit, intelligent electric, intelligent network connection and intelligent vehicle control; At the same time, Huawei’s open car-end upgrade service architecture supports the upgrade of car enterprises’ own parts and three-party parts, and can support the brush writing specifications of car enterprises’ standard parts; At the application level, it supports the upgrade capability of ADAS/ADS applications, algorithms, OS and HarmonyOS native applications.

At the same time, Huawei has built a user upgrade experience that pays equal attention to security, performance and interaction:

Based on many years of experience in ICT software management, this paper provides a One-Track vehicle-level version management system, which realizes the single-line evolution of versions in the OTA era and greatly reduces the management efficiency of complex software combinations.

Based on DFEMA system, which is an excellent practice in safety and reliability design, 2000+faults are identified and analyzed, and fault attenuation measures are taken comprehensively, so as to achieve the goal of safety and reliability of car-gauge OTA and zero brick change.

Relying on Huawei Cloud 2000+ CDN, dynamic scheduling and source station diversion can realize safe and reliable high-speed download capability. Support parallel differential installation and multi-domain parallel upgrade capability, and shorten the vehicle-level upgrade to less than 25 minutes.

Relying on many years of consumer business experience, Huawei provides multi-terminal friendly cooperative interactive operation interfaces for cars and mobile phones, which is convenient for users to upgrade in different scenarios.

In the era of smart cars, various car companies have continuously developed software ecology, constructed and optimized software management processes, and have professional opinions and thoughts on vehicle upgrade reliability, and also accumulated rich experience.

Huawei provides an OTA service platform, and hopes to continue to explore OTA software ecology, management process, reliability, operation and maintenance with various car companies and ecological partners to build a competitive OTA service.

The rapid development of intelligent networked cars has brought two changes to the connection and experience between people and cars;

In the past, when a car broke down or was in an abnormal state, consumers had to go to the maintenance center for inspection. Now, with this large amount of data, the OEM can give early warning and take the initiative to care for customers in real time, even when the fault is still in its infancy. It is also possible to build a plan for some common problems in advance, and make a more accurate ratio model prediction for spare parts, which greatly improves the efficiency of vehicle operation and maintenance.

By mining the value of data, we can provide better services for users and bring more benefits to car companies.

At the same time, with the development of vehicle intelligence, the digital proportion of each body part is constantly improving: the magnitude of vehicle software code is constantly improving, and now the amount of software code is 10 times that of ten years ago, and the amount of software code in the future will be further improved to 300-500 million lines. Every system and component of the vehicle reports various status signals, logs and alarms every day. At present, the data volume of a single vehicle is on the order of 150-200M per day, and it will be further improved with the increase of sampling frequency and the increase of component complexity in the future.

IT House learned that Huawei put forward the concept of VHR with reference to the experience of ICT industry.

VHR stands for Vehicle History Record, which is a data-driven concept based on the whole life cycle. Its purpose is to realize the visibility, maintainability, user care and efficient operation of vehicles on the basis of a large amount of data. These works will greatly enhance the car owners’ experience and user stickiness in the future, and also bring important values and benefits to car companies.

VHR covers many links, such as data collection, data management, data analysis, vehicle state visualization, vehicle fault diagnosis, trend analysis, prediction, improvement, etc. It is a closed-loop system from vehicle arrival to vehicle departure.

Four common application directions:

Huawei said that in order to improve the efficiency and timeliness of detection, it is very important to build a fault detection method based on federated self-learning. At present, many ECU controllers and devices are added to smart cars, and the amount of data is very large. If the cloud-based model is monitored only by the cloud, there will be problems of untimely monitoring in some scenarios, such as poor network, high delay or even no network. Therefore, end-cloud collaboration is a very important choice.

Cloud-side heterogeneous computing resources support model training calculation, fully integrate the capabilities of NPU, GPU and CPU, realize the application scheduling of heterogeneous computing resources integration at the bottom, and improve the efficiency of model training and execution.

Sensitive personal data end-side training (privacy protection), multi-user feature parameter cloud sharing support joint learning (model accuracy), and increase noise data through differential privacy to improve security.

Using high computing power components such as VDC, CDC and MDC on the end side, the anomaly detection model is gathered on the end side for anomaly detection, rapid reasoning, combined with cloud big data model and data supplement provided by suppliers, fault labels are improved, and the accuracy and real-time performance of problem identification are improved.

Huawei also said that the data-based VHR system needs to be built by the whole industry, including car-side capabilities, cloud capabilities, upper-level scenarios and so on.

Driven by national policies and other factors, today’s car electrification is unstoppable. From 2021 to July, the national sales of new energy vehicles exceeded 1.229 million, up by 210.2% year-on-year. New energy vehicles have developed rapidly, but at present, the spontaneous combustion of new energy vehicles has not been effectively controlled. In 2020, a total of 124 accidents were reported. By September 2021, there were 224 car burning accidents exposed by the media, and consumers began to shift from mileage anxiety to safety concerns.

There are many and complicated reasons for thermal runaway accidents of electric vehicles: local heat generation caused by internal short circuit caused by battery cell process defects, electrical abuse, thermal abuse and mechanical abuse, and thermal stability reduction caused by a large amount of lithium precipitation caused by overcharge, low-temperature charging and fast charging, all of which may lead to thermal runaway. Among them, the safety boundary of thermal runaway caused by internal short circuit is dynamic, and whether internal short circuit leads to thermal runaway needs more judging factors, such as short circuit type, short circuit internal resistance, SOC and so on. Therefore, based on electrochemical mechanism and combined with machine learning technology, Huawei has built a more complex relationship model to realize accurate early warning of power battery safety of new energy vehicles.

Based on Huawei VHR data service base and battery pack simulation system, eight applications for power batteries are constructed, including power battery thermal runaway warning, battery fault detection, battery health SOH evaluation, battery remaining life RUL prediction and other applications, to escort new energy vehicles.

In the aspect of battery safety warning, the recall rate of power battery fault detection and thermal runaway warning can reach more than 80%, and the false alarm rate is guaranteed to be in a low range. In the aspect of battery health assessment (SOH), Huawei’s SOH prediction model based on cloud can achieve the life Cycle estimation error of less than 3% and the remaining cycle prediction error of less than 10%, and can achieve 100% traceability of battery problems based on cloud battery life cycle data.

Huawei said that it is necessary to construct massive sample data through the power battery hardware-in-the-loop simulation system and analyze the real vehicle sample data to effectively overcome the problem of small sample data. At present, Huawei has built fault sample data covering ternary lithium batteries and lithium iron phosphate batteries, and built an engineering library of thermal runaway characteristics of 15+ power batteries.

In addition, Huawei also adopted the domain adaptive algorithm to migrate the algorithm model. When the algorithm model is migrated from the simulation environment to the real vehicle, or in different material systems and formulas, the accuracy of the algorithm remains stable.

　　April 15th to 21st is the 30th National Cancer Prevention Publicity Week. The theme of this week is "Comprehensive Policy and Scientific Cancer Prevention", which advocates everyone to be the first responsible person for their own health. According to the report released by the National Cancer Center, in 2022, it is estimated that there will be 4.825 million new cancer cases and 2.574 million new cancer deaths in China. Among the new cases, the top five cancer types are lung cancer, breast cancer, colorectal cancer, thyroid cancer and liver cancer.

　　the whole world

　　Lung cancer has become the largest cancer killer in the world, followed by breast cancer and colorectal cancer.

　　IARC)Freddie, the International Agency for Research on Cancer (IARC) under the World Health Organization.
The team led by Bray recently published the latest cancer report in authoritative journals in the medical field. According to IARC data, in 2022, it is estimated that there will be 19.974 million new cancer cases and 9.744 million cancer deaths worldwide. Among them, the number of new cases of lung cancer reached 2.481 million, accounting for 12.4% of the new cases of cancer in the world. This is also the first time that lung cancer has become the largest cancer in the world after being surpassed by breast cancer in 2020.

　　At the same time, lung cancer is also the largest cancer killer in the world. In 2022, it caused 1.817 million deaths, accounting for 18.7% of all cancer deaths, followed by breast cancer, colorectal cancer, prostate cancer and gastric cancer.

　　According to the assessment of FreddieBray’s team, about one-fifth of people in the world will get cancer in their lifetime, and about one-ninth of men and one-twelfth of women will die of cancer. However, due to the difference of development level, the cancer detection rate and cancer survival rate may be significantly different among different countries. Take breast cancer as an example. In areas with very high human development index, one in every 12 women will be diagnosed with breast cancer, and one in every 71 will die of breast cancer. However, in areas with low human development index, although only one in every 27 women will find that they have breast cancer, one in every 48 women will eventually die of breast cancer.

　　China

　　The incidence of female lung cancer in China is 2.6 times of the global average.

　　In the cancer data released by the International Agency for Research on Cancer, the situation in China was jointly calculated by the Agency and the National Cancer Center (NCC) in China. The National Cancer Center has also published a number of studies, such as "Analysis on the Epidemic Situation of Malignant Tumors in China in 2022", which introduced the latest cases of malignant tumors in China in detail.

　　In 2022, it is estimated that there will be 4.825 million new cancer cases and 2.574 million new cancer deaths in China. The first cancer in China is lung cancer. Only compared with the whole world, the disease burden of lung cancer in China is more prominent. Throughout 2022, the number of new lung cancer patients in China reached 1.061 million, equivalent to 75.1 per 100,000 people suffering from lung cancer.

　　At the same time, lung cancer is also the most "fatal" cancer in China. In 2022, 51.9 out of every 100,000 people will die of lung cancer. This is related to the fact that lung cancer usually has no symptoms in the early stage. Once found, it may have developed to the advanced stage. Moreover, the prognosis of lung cancer is poor. Research shows that the five-year survival rate of lung cancer patients in China is only 19.7% from 2012 to 2015.

　　However, the incidence and mortality of lung cancer in women are significantly lower than those in men.

　　Thyroid cancer and breast cancer are common health problems of women in China, both of which are related to estrogen level. It is found that there is an increasing risk between these two cancers. Compared with the general population, patients with either of these two cancers are more likely to develop the other cancer.

　　Fortunately, the mortality rates of breast cancer and thyroid cancer are not very high-in 2022, for every 100,000 women in China, the number of deaths from breast cancer and thyroid cancer was 10.9 and 1.1 respectively. As early as 2010 to 2014, the five-year survival rate of breast cancer patients in China has reached 83.2%.

　　Among the top ten high-incidence cancers in China, the incidence and mortality of other cancers are higher than the global level except those in reproductive organs.

　　What is striking is that the incidence of lung cancer among women in China is 2.6 times that of women in the world, while the smoking rate among women in China is only 1.85%, which is lower than many countries in the world. It is speculated that the high incidence of lung cancer in women is partly due to the air pollution in the outdoor environment and the indoor air pollution caused by the burning of solid fuel during home heating and cooking.

　　remove doubts

　　Is it an illusion that more and more people are suffering from cancer?

　　Compared with the incidence announced in previous years, the incidence of some cancers among China residents in 2022 increased a lot. For example, the crude incidence of thyroid cancer was 13.9 per 100,000 people in 2017, and by 2022, this figure soared to 33.0.

　　In this regard, the National Cancer Center reminded in a study that the detection rate of cancer is indeed rising due to the improvement of people’s awareness of cancer prevention and the increase of people who take the initiative to seek medical treatment. However, a statistical factor that can’t be ignored is that the cancer data of China released by IARC before came from the situation of some cancer registries in China, instead of being calculated based on the data of 2,806 existing cancer registries in China in 2022. Therefore, the gap between IARC’s cancer data in China IARC2022 and before does not accurately reflect the changes of cancer in China.

　　Is the incidence of cancer among China residents on the rise? Based on the continuous follow-up data of 22 cancer registries in China, some researchers analyzed the changes of incidence and mortality of different cancers in China from 2000 to 2018, thus eliminating the influence of changes in data sources.

　　Their conclusion is that in recent 20 years, the incidence of cancer in China is increasing and the mortality rate is decreasing. In terms of gender, the incidence rate of women is increasing significantly, while that of men is in a stable trend.

　　In 2022, the new cases of thyroid cancer in China accounted for more than half of the new cases of thyroid cancer in the world, which is also a significant increase of cancer for both men and women in China, with an annual increase of 16.9% and 15.7% respectively from 2000 to 2018.

　　However, thyroid cancer is not terrible. It is an inert asymptomatic tumor. The rapid rise of thyroid cancer in recent years is mainly related to the improvement of people’s awareness of cancer prevention, better medical care opportunities and the popularization of detection technology.

　　In China, the incidence and mortality of liver cancer, gastric cancer and esophageal cancer, which have high incidence and poor prognosis, are declining continuously. At the same time, some cancers, such as colorectal cancer, prostate cancer in men and breast cancer in women, which used to be low in China and high in developed countries, are on the rise.

　　suggestion

　　How to reduce the risk of cancer in daily life?

　　How to reduce the risk of cancer in daily life? Listen to the advice of experts.

　　■ Change the unhealthy lifestyle

　　Smoking, alcoholism, obesity, stress, lack of exercise and unreasonable eating habits are all risk factors for cancer. Smoking cessation and alcohol restriction, balanced diet, moderate exercise and keeping a good mood can effectively reduce the occurrence of cancer.

　　■ Pay close attention to carcinogenic factors.

　　Cancer is not contagious, but some bacteria (such as Helicobacter pylori) and viruses (such as human papillomavirus, hepatitis virus, EB virus, etc.) closely related to cancer are contagious. Maintaining personal hygiene and a healthy lifestyle can prevent cancer.

　　■ Stay away from carcinogens around you.

　　There are many definite carcinogens around us, such as formaldehyde, aflatoxin and nitrite. It is recommended not to eat moldy food, and to eat less fried and pickled food.

　　■ Vaccination to prevent some cancers

　　HPV vaccine can prevent cervical cancer, oropharyngeal cancer, anal cancer, penile cancer and other cancers. Hepatitis B vaccine can prevent hepatitis B virus infection, and hepatitis B is a high risk factor for liver cancer. Vaccination can avoid infection with related bacteria and viruses, so it is recommended to vaccinate as soon as possible.

　　■ Stay optimistic.

　　A good attitude is a good medicine to prevent and fight cancer, and a positive attitude can help us maintain a normal and reasonable life. Learn to be optimistic and cheer up. Good at self-comfort, self-liberation. Avoid impatience, anger or unhappiness.

　　■ Choose individualized anti-cancer physical examination

　　Tertiary prevention can effectively reduce the incidence and mortality of cancer. At present, most common cancers can be found early by technical means. For example, low-dose spiral CT can be used to screen lung cancer, ultrasound combined with molybdenum target can screen breast cancer, and gastrointestinal endoscopy can screen digestive tract cancer.

　　Choosing individual physical examination items according to individual genetic history, disease history, age and previous examination results is the key to improve the early diagnosis rate of cancer.

　　■ Be alert to early symptoms

　　The earlier cancer is found, the better the treatment effect and the longer the survival time. When the body has symptoms such as abnormal lump, persistent pain, blood in sputum, painless hematuria, changes in stool habits and characteristics or blood, you should go to the hospital in time.
Comprehensive The Paper, etc

Source: Huashang. com-Huashang Daily

　　In the spring when everything is revived and the grass grows and the warblers fly, some people may "have a snot and a tear" every day. They are the groups allergic to pollen.

　　In recent years, the incidence of pollen allergy has been rising, from infants to 60-year-olds, there have been allergic cases, and it is estimated that the allergic population in China exceeds 200 million.

　　Experts summarize the main symptoms of pollen allergy and teach you how to spend this pollen season smoothly.

　　Pollen concentration will reach a peak.

　　In the face of the upcoming pollen season, many patients with allergic rhinitis have already "shivered". According to the data of previous years, the pollen concentration in most areas reached its peak in the middle and late March, and the 2024 pollen detection and forecast service in Beijing began on March 2.

　　Qin He, deputy chief physician of Otolaryngology Head and Neck Surgery, Chang Gung Hospital, Tsinghua, Tsinghua University, said that the number of patients with allergic rhinitis who came to see a doctor recently increased significantly.

　　The biggest pollen allergy in spring is trees, and the common ones are Sabina vulgaris, Sycamore, Willow, Poplar and Elm. These pollen are spread by wind, which are large in quantity and small in diameter, and are easy to induce allergies.

　　If the following symptoms appear periodically every spring, it may be pollen allergy:

　　Rhinitis: inflammation and swelling of nasal mucosa, itchy nose, nasal congestion and sneezing, and watery nose. Usually, the symptoms in the morning will be more serious than those in the evening, and it will be aggravated in dry and windy weather, and it will feel a little better indoors than outdoors.

　　Conjunctivitis: the eyes are bloodshot, itchy and tearful, and I always want to rub my eyes.

　　Allergic asthma: cough, chest tightness, shortness of breath, and even "hissing" abnormal sound can be heard when panting.

　　Rash: The skin, ears, mouth and palate are itchy, and rashes may appear on the skin, or little red dot and eczema like mosquito bites may appear.

　　Accompanied by food allergy: people who are allergic to pollen may have symptoms such as swollen lips, vomiting and diarrhea after eating fruits or nuts.

　　3 strokes to deal with pollen allergy

　　Pollen allergy in spring usually lasts until May, and people with allergic history can relieve discomfort through the following measures.

　　Advance medication

　　Seasonal allergy can be treated first, and people with allergic history should use anti-allergic drugs according to the doctor’s advice 10~14 days before the allergic season comes. For example, nasal glucocorticoid spray and nasal antihistamine can help the nasal cavity to establish a protective barrier and reduce allergic symptoms.

　　Watch the sky go out.

　　Dry weather, high temperature and strong wind are more conducive to the spread of pollen and easy to cause allergic reactions.

　　Allergic patients should reduce going out in this weather, especially during the period of high pollen concentration from 10 am to 5 pm. Pay attention to pollen monitoring and forecasting, and reduce outdoor activities when the index is high.

　　Make good protection.

　　When you have to go out, you should take necessary protection, wear masks and goggles, and apply cream to exposed skin, which can play a role in isolation. After returning home, clean the exposed skin such as nose, face and hands, and put on clean clothes.

　　In addition, it is necessary to open the window less during the pollen season, and try not to hang clothes, sheets, etc. outdoors to avoid pollen contamination.

　　Don’t "carry it hard" after allergies.

　　Many people choose to "carry" after allergic symptoms appear, thinking that the symptoms will disappear when the allergic season passes.

　　This practice is actually not desirable. If allergic rhinitis is not treated for a long time, it may further lead to diseases such as bronchial asthma and sinusitis. Children’s rhinitis may also cause secretory otitis media and aggravate adenoidal hypertrophy.

　　Can be used for treating different symptoms, and can effectively relieve the discomfort caused by allergy.

　　1 Pollen allergic rhinitis

　　When the nose is itchy, runny nose or sneezing, you can use a nose washer and wash the nasal cavity with normal saline prepared with nasal washing salt. It is not recommended to use pure water or self-prepared salt water, which is easy to choke and cause danger.

　　When the symptoms are serious, antihistamine oral medicine and local nasal spray can be selected according to the condition under the guidance of a doctor.

　　2 Pollen allergic conjunctivitis

　　When the eyes are itchy, you should close your eyes and gently press around the eyes to avoid touching the eyeball. Don’t rub your eyes with your hands, it may bring in more germs and cause infection.

　　Some allergic conjunctivitis should be treated with hormone eye drops, which should be used reasonably under the guidance of a doctor.

　　3 pollen allergic dermatitis

　　When the skin shows mild erythema and rash without exudation, calamine lotion can be used to relieve itching.

　　Pay attention to sun and pollen protection when going out to avoid aggravating dermatitis.

　　4 pollen allergic asthma

　　Asthma patients should take preventive measures before the pollen season, and keep salbutamol, terbutaline and other drugs according to the doctor’s advice, and relieve the acute attack in time.

　　How to distinguish pollen allergy from cold?

　　Guan Kai, deputy chief physician of Allergy Department of Peking Union Medical College Hospital, said that the symptoms of pollen allergy and cold are different.

　　The number of sneezes is different. The number of cold sneezing attacks and the number of continuous sneezing are relatively small, generally 1~2 at a time. During the attack of allergic rhinitis, there are often several paroxysmal sneezes every day, ranging from 3 to 5 at a time to more than a dozen or even more.

　　Whether the nose itches. When catching a cold, the main symptom of the nose is not itching, but prolonged nasal congestion and runny nose. The common symptoms of anaphylaxis are itchy nose and a large number of clear-water nasal mucus and nasal congestion.

　　Are there any systemic symptoms? A cold is often accompanied by fever, headache, fatigue, muscle aches and other general malaise symptoms. Allergies are generally not accompanied by systemic symptoms such as fever.

　　What is the state of the eyes? If you are allergic to eyes, you will often rub your eyes and blink frequently in severe cases.

　　People with no allergic history, if they often have itchy nose, sneezing, runny nose and stuffy nose, sneeze many times at a time, and have no symptoms such as fever and general weakness, should not treat a cold directly or take cold medicine by themselves, so as to avoid the harm to health caused by wrong medication.

　　Interviewed experts:

　　Qin He, Deputy Chief Physician of Otolaryngology Head and Neck Surgery, Chang Gung Hospital, Tsinghua, Tsinghua University.

　　Guan Kai, Deputy Chief Physician, Department of Allergy, Peking Union Medical College Hospital

Special feature of 1905 film network On December 31, 2018, the single-day box office was 261 million.

On January 1, 2019, the single-day box office of the film was 11.4131 million.

On January 2nd, the single-day box office fell off a cliff again, earning only 1.96 million yuan, and plunged by 99.3% in two days, setting a record for the highest decline in China film history.

At the same time, the score of Douban movies dropped from the initial 7.5 points to 6.8 points; Taobao Film’s score dropped from 5.4 to 3.4; The cat’s eye score dropped from 3.7 points to 2.8 points.

Perhaps "The Last Night of the Earth" is one of the films with the lowest score in 2018 of the two ticketing platforms.

　

Whether it’s a resumption or before evaluating the above data, let’s turn the time and go back to December 6, 2018.

　

It seems that from that day on, a content was frequently brushed on the vibrato short video software. This content was just a simple switch between two pictures: one was the page details page of "The Last Night of the Earth" on a certain platform, and the other was from other social platforms. A user’s broadcast reads: "Make a small wish: I want to watch" The Last Night of the Earth "with my favorite people on the last night of 2018."

Of course, there is a sentence attached to some content, "Hug and kiss at the end of the movie until the next year."

　

On December 7th, the film propagandist issued a new media poster in the official Weibo. At the same time, the slogan of the film changed to "One Kiss for the New Year".

In terms of distribution, it even issued a statement on the relevant New Year’s Eve activities, emphasizing that "the cinema can choose this film as a New Year’s Eve activity, and it can choose to start at 21:50 on December 31, and the film will end at exactly 0: 00 on the New Year’s Eve. The audience can spend the most ceremonial night with the most important people and kiss the New Year!"

At the same time, the number of people who want to see "Earth" has increased rapidly in the order of 10,000. By the time it was released, Taobao Film wanted to see 370,000 people and Cat’s Eye wanted to see 280,000 people.

In addition, this director, who seems to be completely incompatible with variety entertainment, took part in the "Thirteen Invitations" for the film to start; I also went to "Tucao Conference" and "Tucao" Jing Wong’s bad films; I even participated in Durex’s Q&A activity.

The director is very calm, and the caliber is the same. "Publicity arrangements, I’m here to work."

Bi Gan participated in Durex related activities.

At this time, more and more fan groups began to speak out, and the propaganda party was falsely marketing and even began to "swear" the propaganda party.

　

On December 16th, Bi Gan publicly responded to the marketing at an activity, saying, "My colleagues in Xuanfa don’t steal, rob or kneel down, but do one thing by their own ability and knowledge. I don’t think they are at fault." "Then there is an art film that has suddenly become empathetic with the public, and everyone should enjoy it at this moment. Of course I know the result. Maybe people don’t understand it, maybe they don’t like it, but what kind of movies do they like? We haven’t chosen yet, and we can have one more chance when we have no choice. "

　

During the period, on the ticketing platforms such as Taobao Film and Cat’s Eye, many theaters specifically noted, "The film The Last Night of the Earth does not support refunding tickets. Please contact the cinema for consultation if you need to refund tickets."

On December 25th, the pre-sale box office was 100 million. Before the final release, the pre-sale achievement exceeded 150 million. Only the Spring Festival files and the summer files.

However, the higher the pre-sale results, the louder the doubts seem to be.

　

On December 27th, Tian Qi, the producer of the film, made some "restless venting" in the circle of friends.

　

In a long article, he repeatedly asked, "Who is the’ audience’ and who is the’ ordinary audience’ for the last night of the earth?"

　

On December 31, the film was officially released. After the first screening, there was a wave of abuse on the Internet, and the topic "I can’t understand the last night of the earth" was on the hot search list. It is in complete contrast with the evaluation of the film after it was shown at Cannes International Film Festival.

Today, on the third day of release, the box office of "Earth" has not exceeded 2 million in a single day, and the ratings of all platforms are almost locked. Only the voice of public opinion remains constant.

　

Whether it is "fraudulent marketing" or "marketing that goes down in history", everyone from different angles has their own answers, but as far as box office performance is concerned, it may make the early investment too high and get the guarantee of capital recovery.

　

Starting from "one kiss for the New Year", it is destined to "rotate"

　

There is a line in "The Earth", "Read the spell on the cover page of the green book and the room will rotate". At the end of the movie, the protagonist Huang Jue read the sentence — — After "you counted the stars in the sky/they are like birds/always parachuting on my chest", the room did spin, and the protagonist did kiss.

　

However, beyond movies, word-of-mouth and box office have also begun to spin earth-shaking.

Is the film quality really that bad? Xiao Dianjun, frankly speaking, no, it is actually a more refined upgrade of the director’s previous work. Of course, there is not much analysis on the evaluation of the quality of too many films here.

　

The Roadside Picnic won a total of 6.46 million box office, with Douban scoring 7.8, Cat’s Eye and Taobao Film scoring 8.1. The film itself is not high at the box office, but it has received high enough recognition. However, in terms of box office results, it does seem that the threshold is slightly higher for ordinary audiences who pursue fast pace.

　

In "Earth", although famous actors such as Tang Wei, Zhang Aijia, Huang Jue and Hong Chi Lee were invited, the film still maintained the style of the previous work, even more extreme in terms of sense of form than the previous work.

In the face of such a film with strong authorship, the marketing side has grasped the concept of kissing at the end of the film and made every effort to make a marketing model for commercial films.

　

It can be found from Cat’s Eye and Taobao Film’s desire to watch movies that it was December 6th, the day when the marketing event of "One Kiss for New Year" started, and the desire to watch movies surged wildly, which became the peak in the growing list.

It is true that this has naturally become the key point of the audience’s word of mouth.

　

Since the beginning of 2018, "Former 3" successfully carried out a wave of emotional marketing on the short video of vibrato, the platform has been paid more and more attention by various propaganda teams. However, there is no other emotional marketing that can really arouse strong and drive purchasing power again after "Former 3".

Until the appearance of "Earth".

　

In general, users can easily compare things conceptually after seeing relevant information. Many viewers were moved by the romantic concept of "one kiss for New Year’s Eve" and watched a movie similar to "Former 3" directly, but watched a so-called "literary boring film".

　

This is the turning point of the whole marketing event — — "One kiss for the New Year" strongly captures the audience’s mood and logic of paying the bill.

In fact, it is very simple. Most viewers are willing to spend 10-30 seconds watching a short video without thinking, and at the same time attract the short video content simply and rudely. Only a few of them will spend another 5-10 minutes.Carry out its contentInspection.

　

This has directly become the most basic and shallow authentication of the audience to the film itself, thus completing all the ticket purchasing behaviors in a specific time situation. This situation is also the smartest place for the marketing side of Earth.

　

But, was it successful?

　

Judging from the box office revenue, yes, and it was very successful. But we forget that word-of-mouth maintenance is also included in publicity and marketing. But obviously, "The Earth" has not been maintained, or the maintenance is not as strong as the audience’s "self-attack".

　

Will the publicity and marketing party have no expectations? Xiao Dianjun believes that the propagandists who have successfully publicized films such as "Roadside Picnic" and "Suddenly Cracked and Silent" will not have no forecast.

　

So, why?

　

"One kiss for the New Year" is actually "coincidental"

　

When interviewed by a certain media, the propagandist of the Earth team said that the team’s plan before December 6th was completely different.

　

The schedule is set on the last day of 2019 (1-2 days later than the film of the same period), which is very suitable for the title of "The Last Night of the Earth". Especially after the synchronization of the schedule, many fans on the Internet have called for similar New Year’s Eve viewing activities on the 31st.

This appeal has also successfully stimulated the film’s propaganda ideas.

　

The "Earth" team once said in an interview, "Our initial planning was based on the consideration of the content of the film. We planned to arrange 10: 50 at night, so that the film would enter the zero point when it was played to the 70-minute node, which was also in line with the expression appeal created by director Bi Gan himself."

　

Of course, with the coverage of Tik Tok’s publicity, then the publicity team slowly adjusted the plan, and the concept of "one kiss for the New Year" came into being.

　

Compared with the previous content propaganda of the film, it focuses on film festival awards and overseas word of mouth, which is a typical propaganda route of literary films. In the later stage of publicity, the love element in the film was grasped, and through a series of UGC communication, the publicity sank successfully. In particular, it attracted a large number of audiences in third-and fourth-tier cities.

　

Judging from the pre-sale of the film, a large number of audiences concentrated in the 21: 40 session on December 31st, and even some cinemas opened three or more cinemas during this period.

Facts have proved that the pre-sale results have already affirmed this publicity plan. Of course, some other voices will inevitably appear in the network. When Tian Qi, the film producer, sent out a series of long rhetorical questions in the circle of friends, in his view, as a film propagandist, he could not screen the audience with films.

　

But in fact, in today’s movie market,Film box officeWhen it is more and more linked to movie word of mouth, there are nearly 100 million box office experiences before. However, when achieving a pre-sale goal, the producer asked such a question of "stealing the concept", which was somewhat lacking in atmosphere.

In the past experience, people often think about how to win more effective games for art cinema. With the concept of "New Year’s Eve with a kiss", the "Earth" team successfully won the support of the cinema, and even got the support of the audience to buy tickets. At first glance, this time is a success.

　

However, if you look closely at the events on December 31st, it is mainly around 21: 40. There are few events at other times, and the attendance rate is relatively unremarkable. The audience is choosing a movie, and the movie is also choosing an audience. Perhaps, the box office outside the New Year’s Eve of "The Earth" can prove the attitude of domestic audiences to literary films to some extent.

　

Let the audience who don’t usually watch literary films try literary films, okay? There is no denying that this is good. However, this kind of attempt and acceptance requires a gradual process, not the current "recommendation".

　

For investors, can this box office achievement really enhance their confidence in investing in literary films and make the creation of directors more possible? Maybe we should draw a question mark. The marketing of Earth is destined to be a phenomenal special case, and it is difficult to form a real project case for promotion.

　

As for the quality of the film, Xiao Dianjun believes that time will tell. Just like at the beginning, it was controversial, and now the Douban score has gradually returned to 7.2 points from below 7 points during the screening period.

As for this marketing campaign, is it a success or a simple "one-stick sale"? I can’t stamp it now. In 2019, China’s films will gradually step into a "movie power", and all the literary films that were originally impossible to be released will have more and more opportunities to meet the audience.

　

Then, at that time, the market will verify the rationality of all this.

What is the purpose of "one kiss for the New Year"?

However, let’s go back to the essence of "one kiss for the New Year". Why do you want to do this?

The answer is simple, even those who make bad reviews can understand that in order to make money, in order to get the movie back.

It has been rumored on the Internet that the production cost of "The Earth" is nearly 100 million yuan, and some people have come out to clarify that it is around 70 million yuan. Counting the publicity expenses, you really have to face nearly 300 million box office to return to the book. However, Bi Gan’s previous work "Roadside Picnic" cost only 200,000 yuan in the early stage, and the total cost was about 1 million yuan with the expensive music copyright fees and publicity fees in the later stage.

Nowadays, the cost has increased by nearly 70 times, which is really lucky for a director who just made his second work. Even for many directors who have been making literary films, almost no one has ever traded such a large fund.

On the eve of the release, Shan Zuolong, the producer of "The Earth", published an article in his company’s WeChat official account, "The Dark Hour of" The Earth ". I recalled that I met Bi Gan from a roadside picnic, and then started to write the behind-the-scenes story of The Earth together. Many readers are moved by the plain words, and it is not easy to see a filmmaker behind the words. At the same time, we can also see that a new producer and a new director are unprofessional when trading tens of millions of funds.

In fact, when directors and producers "willfully" spend these tens of millions, they are already ready to face this problem. How can this problem be solved? They seem to have no choice but to give the answer, "Give it to the propaganda team".

Now, the result is coming. "One kiss for New Year’s Eve" solves the problem of "returning to the original". At the same time, however, the so-called overdraft of publicity trust has also followed, and the audience has criticized the marketers for using "one kiss for the New Year" fraud.

Not only that, there will be some audiences who are afraid of literary films. It is often said in the propaganda and marketing industry that the audience has a weak memory of movies. But in fact, the audience just has a poor memory for mediocre movies.

The audience can remember the good movies they saw at the beginning of the year and even pay for the director’s next work; In the bad movies watched in the past, the audience remembers a little fresh meat with facial paralysis in it, and maybe his works will become cautious.

Did "Earth" hit them hard? Big, maybe not. Just like the film propaganda, it is greeted with a sense of ritual. It is this simple word "sense of ceremony" that probably captures the memory of the audience, so in the future, this kind of film, this director’s work … … Will the audience still believe it?

The most important thing is, will this "gifted scholar" in the eyes of film critics be overdrawn by consumption this time?

This answer is difficult to give, but there must be doubts.

Therefore, if the current situation of word-of-mouth bite back from the film marketing problem, it may have existed from the beginning of the filming period.