CCTV News:According to WeChat official account, the Ministry of Natural Resources, the Department of Geological Exploration and Management of the Ministry of Natural Resources announced the top ten successful cases of geological disasters in the country in 2022, and another 10 successful cases were promoted as typical cases at the same time, so as to enhance the awareness of the masses about the risk of ground disasters and enhance the ability of prevention and defense of ground disasters at the grassroots level.

The top ten cases are: the collapse of Yangquan Village in Xingshan, Hubei, the landslide of Yangba Village in Ceheng, Guizhou, the landslide of Douleizi in Wulong, Chongqing, the landslide of Eretang in Marcand, Sichuan, the landslide of Jianchi Street in Longquan, Zhejiang and Longsheng in Guangxi.

It is reported that in 2022, a total of 321 geological disasters were successfully predicted nationwide, avoiding 7,226 possible casualties. Before the flood season, the construction and operation of more than 20,000 universal professional monitoring stations were completed, and the inspection and monitoring system of more than 264,000 geological disaster monitoring and prevention personnel was improved. More than 200 ministerial-level experts were stationed in 30 provinces across the country to strengthen technical support for risk prevention, and "civil air defense" and "technical prevention" were further integrated, and the ability of geological disaster investigation and evaluation, monitoring and early warning, comprehensive management, emergency response and grass-roots disaster prevention was further improved.

Enlightenment from Ten Successful Cases of National Geological Hazards in 2022

　　Today is the 15th National Day for Disaster Prevention and Mitigation. The theme of this year is "Preventing disaster risks and escorting high-quality development". China has a vast territory, mountains and rivers, and geological disasters are prone to occur frequently. Mountain collapse, landslide and debris flow seriously threaten people’s lives and property safety. In recent years, the Ministry of Natural Resources has organized and guided local governments at all levels to strengthen the construction of a comprehensive prevention and control system for geological disasters and continuously improve the ability of disaster prevention and mitigation at the grassroots level, with remarkable results. Recently, the Geological Exploration and Management Department of the Ministry of Natural Resources announced the top ten cases of successful avoidance of geological disasters in China in 2022, aiming at enhancing the awareness of geological disaster risks of the masses with vivid examples, thus improving the defense capability of the whole society. This edition specially invites industry experts to analyze the enlightenment brought by the top ten cases.

　　1 "3 21" Yangquan Village in Xingshan, Hubei Province collapsed to avoid danger: the meteorological risk warning of ground disaster reached the grassroots level.

　　At 18: 40 on March 21, 2022, a new collapse occurred in the back hill of Pengjiayuanzi, Group 2, Yangquan Village, Nanyang Town, Xingshan County, Yichang City, Hubei Province, causing damage to surrounding houses, village roads and farmland to varying degrees. Due to the early warning of meteorological risks of geological disasters, relevant personnel were evacuated to avoid possible casualties of 13 households with 40 people.

　　The geological disaster point is located in the east plate of Xingshan fault. The mountain in the collapse area is high and steep, and the previous heavy rainfall and plants growing in the cracks of the rock mass have caused the failure and deformation of the rock mass. On March 20, 2022, Hubei Province, Yichang City and Xingshan County successively issued encrypted meteorological risk warning and heavy rainfall warning for Xingshan County, and Xingshan County Natural Resources and Planning Bureau, Nanyang Town People’s Government and Nanyang Town Land and Resources Institute immediately responded and strengthened the inspection work. At 17: 00 on March 21, the villagers heard rocks rolling down behind the house and quickly reported them to the grid administrator. The grid administrator found that small rocks rolled down in the back hill one after another, and immediately organized the evacuation of the household and its surrounding neighbors and reported it. After receiving the report, the relevant departments quickly led experts in disaster prevention and control to the scene, defined the danger range through scientific research and consultation, and then the town and village organized an emergency transfer of relevant people. At 18: 40 on the same day, there was a collapse.

　　Revelation: This successful hedging benefited from "four in place". First, the early warning is in place, and the provinces, cities and counties issue meteorological risk early warning of geological disasters in advance, and the early warning information directly reaches the "four-in-one" grid staff and group monitoring and prevention staff of grassroots geological disaster prevention and control. Second, the responsibility is put in place, and the grid staff responds in time to strengthen the inspection of high-risk areas in the grid. Third, publicity and training are in place. Xingshan County regularly organizes lectures and drills for villagers every year, and the people’s awareness of disaster prevention and avoidance is constantly improving. Fourth, the risk-avoidance response was in place, and the local government and relevant units worked together to timely organize the threatened people to evacuate and properly resettle them.

　　2 "5 28" Yangba Village landslide in Ceheng, Guizhou Province: expanding the scope of risk investigation of adjacent slopes

　　At 7: 35 and 8: 59 on May 28, 2022, two landslides occurred in Group 2 and Group 1 of Yangba Village, Yangba Town, Ceheng County, Qianxinan Prefecture, Guizhou Province, causing houses on the side of the mountain to be washed away and five office buildings to be damaged. Due to the early warning of the geological disaster prevention and control command platform, the scope of investigation was expanded, and the threatened people were evacuated in time, causing no casualties.

　　Heavy rainfall is the main reason for these two landslides. The disaster site of a group of risk slopes in Yangba is a registered hidden danger point of ground disaster, and 7 monitoring devices are arranged. At 5: 52 on May 28, the monitoring equipment at this point issued an orange warning. Local natural resources authorities and technical support units rushed to the scene for disposal, and found that the slope had collapsed locally. Eleven people who were still sleeping were immediately woken up for emergency evacuation, warning lines and warning signs were set up, and the surrounding slopes were investigated. When the resettlement area of the lower part of the second group risk slope in Yangba Village was investigated, the technicians found that there was a landslide precursor on the west slope of the building, and immediately organized personnel to evacuate 20 families and 120 people who were threatened. At about 7: 35 on the same day, a landslide occurred on the west side of the resettlement area of the second group of Yangba Village; At about 8: 59, a group of risk slopes experienced a large-scale decline.

　　Enlightenment: It can effectively reduce casualties by exploring the river basin and slope as a unit according to local conditions and expanding the scope of risk investigation of adjacent slopes. Especially on the same hillside, the stratigraphic structure is connected and the geological process is related, and there may be potential hidden dangers in local "lesions". The successful hedging of Ceheng in Guizhou is an effective example.

　　3 Chongqing Wulong "5 28" steep Leizi landslide avoidance: civil air defense technology linkage prevention and control of disaster risk

　　At 19: 00 on May 28, 2022, bedding rock landslide occurred in Douyingzi Formation, Huangcao Village, Jiangkou Town, Wulong District, Chongqing, causing damage and burial of the exit of Xiaojiawan Tunnel in the eighth bid section of Chongqing-Qianjiang high-speed railway station under construction, damage to the auxiliary anti-slide pile project, and burial of the construction platform, material yard and construction access road. Due to timely monitoring and early warning, 358 people were evacuated in advance, causing no casualties and avoiding direct economic losses of about 20 million yuan.

　　This landslide area is not a group monitoring and prevention point. Unreasonable excavation and slope cutting at the foot of slope by human engineering activities caused the rock mass to face the air along the bed, which was the inducement of this landslide. On May 19, 2022, the Planning and Natural Resources Bureau of Wulong District received a report from the villagers at Douleizi, Huangcao Village, that there was a crack in the ground of their house, and immediately conducted a site survey with the geological engineers stationed by Jiangkou Town Government and Nanjiang Geological Team of Chongqing Bureau of Geology and Mineral Exploration and Development, and initially judged that it was a bedding rock landslide in the deformation stage. Wulong District Planning and Natural Resources Bureau and Jiangkou Town Government immediately demarcated the danger zone, organized three threatened households and six people to evacuate and avoid, and set up nine simple monitoring points and two monitoring personnel at the rear edge of the landslide and cracks on both sides, and monitored every two hours. At 8 o’clock on May 28, the landslide monitoring data suddenly increased. The Planning and Natural Resources Bureau of Wulong District organized the resident geological engineers to cooperate with the Jiangkou Town Government, and once again urged all personnel in the construction area below the landslide to evacuate and avoid. At 19: 00 on May 28, a large area of landslide occurred.

　　Enlightenment: The landslide can be successfully warned and avoided, thanks to the accurate risk identification of the pre-stationed team members, the proper methods of mid-term monitoring and early warning, and the timely and effective prevention and control of emergency avoidance in the later period. Scientific and reasonable countermeasures and the linkage prevention and control mechanism of "civil air defense" and "technical defense" are the core experiences to realize the successful avoidance of this geological disaster. At the same time, we should also fully evaluate the risk of geological disasters caused by engineering activities.

　　4 "6 10" Eretang landslide in Marcand, Sichuan Province: building a grassroots geological disaster prevention and control system.

　　In the early morning of June 10, 2022, earthquakes of magnitude 5.8 and 6.0 occurred in Caodeng Township, Malkang City, Aba Tibetan and Qiang Autonomous Prefecture, Sichuan Province. At 2 o’clock on June 10, a geological disaster of landslide occurred in Eretang, Group 4, Kolaji Village, Caodeng Township. Due to the state and city disaster prevention knowledge publicity and training in place, disaster prevention measures in place and the monitor’s performance in place, 19 people from 3 households were transferred to avoid danger in advance, avoiding casualties.

　　At 16: 30 on June 9, 2022, Aba Natural Resources Bureau issued a notice: from 8: 00 pm on June 9 to 8: 00 pm on June 10, the risk warning level of geological disasters in Malcolm City was Grade 3 (yellow warning). The personnel on duty of the Natural Resources Bureau of Barkam City will promptly forward the early warning information to the relevant staff of each township, the monitor of the hidden danger point of the ground disaster, the management personnel of the project under construction, etc., strengthen the monitoring and early warning, and decisively organize the threatened people to avoid risks in advance. At 20 o’clock on June 9, the monitor of the Eretang landslide in Kolaji Village, Caodeng Township found that an uninterrupted stream next to the house was cut off, and immediately evacuated all 19 people from 3 threatened households to safety. At about 0: 03 on June 10, an earthquake of magnitude 5.8 occurred in Kolaji Village, Caodeng Township. At about 1 o’clock, an earthquake of magnitude 6.0 occurred again, which caused the soil of Eretang landslide to loosen and the original cracks to penetrate. At about 2 o’clock, the surface of the mountain collapsed and the broken slope washed down along the surface of the mountain, causing two houses to collapse.

　　Revelation: In 2022, all prefectures and cities in Sichuan Province will further establish and improve the group monitoring and prevention system and the "five-level" guarantee responsibility system, strictly implement the 24-hour duty system in flood season, and require monitors to encrypt the monitoring frequency of hidden danger points in time after receiving the warning information of geological disasters at level 3 (yellow warning) and above, and stick to it for 24 hours. The successful avoidance of this disaster is due to the great attention of local party committees and governments, the continuous promotion of the construction of a comprehensive prevention and control system for geological disasters, the implementation of prevention and control measures for geological disasters by natural resources departments and grass-roots towns and villages, and the rescue of party member cadres at the grass-roots level in villages and groups at critical moments, thus ensuring the safety of people’s lives to the maximum extent.

　　5 "6 20" Jianchi Street landslide avoidance in Longquan, Zhejiang Province: Carry out "three investigations" and "three evacuations" to the letter.

　　At about 20: 00 on June 20, 2022, a landslide occurred on the east side of the temporary staff dormitory of the project department of China Construction Second Bureau of Ouli Wood Industry, No.41 Nandayang, Jianchi Street Community, Longquan City, Zhejiang Province, causing five temporary board houses in the block to collapse and four temporary board houses to tilt and be damaged. As the threatened personnel were transferred in time, 113 casualties were avoided.

　　At 8 o’clock on June 20, 2022, Zhejiang Provincial Department of Natural Resources issued an orange warning of geological disasters in Longquan City. Subsequently, the group surveyors of Jianchi Street in Longquan City carried out a comprehensive inspection of the risk prevention area and the high and steep slope block. At about 15: 00 on the same day, the staff of Nandayang Community in Jianchi Street, Longquan City found that there was earth and stone sliding on the east side of the temporary staff dormitory of the Project Department of China Construction Second Bureau, and immediately reported it to the street staff. After receiving the relevant information report, the staff of Longquan Natural Resources and Planning Bureau and Jianchi Sub-district, together with the technical team of "entering the countryside in the county", rushed to the scene at the first time to guide the emergency response and other related work, and organized the evacuation of personnel in the temporary dormitory shed below the slope. At about 20 o’clock that day, a landslide occurred on the east side of the mountain.

　　Enlightenment: the group monitoring and prevention staff actively strengthened the inspection of the front and back of the house before and after the rain, found the signs of ground disaster in time and reported the danger; Only by overcoming the paralyzed idea that "there is no need to transfer personnel unless it is a hidden danger of geological disasters" and transferring all threatened people in a timely and orderly manner, and ensuring that there is no omission, can casualties be effectively avoided. The successful experience of this case shows that the prevention and control of geological disasters at the grass-roots level is to implement the requirements of "three inspections" (pre-rain inspection, patrol in the rain, and verification after the rain) and "three evacuations" (early evacuation, timely evacuation, and decisive evacuation), so as to ensure that potential risks can be found in the first place and evacuation can be carried out in the first place.

　　6 "6 22" Yulong Lane Debris Flow Avoidance in Longsheng, Guangxi: technical support for ensuring high-risk areas of ground disasters.

　　At about 16: 20 on June 22, 2022, a mudslide occurred in Houshan Gully, Yulong Lane, Gui Long Road, Longsheng Town, Longsheng Autonomous County, Guangxi Zhuang Autonomous Region, which washed away two houses, destroyed a parking lot and caused many houses to be damaged to varying degrees. Due to the rapid and effective early warning response, 251 people successfully avoided danger.

　　Although the disaster site is not registered as a hidden danger point, the 150,000 geological disaster risk survey conducted in Longsheng County previously classified the area as a high-risk area for geological disasters. At 16: 00 on June 21, 2022, the Natural Resources Department of Guangxi Zhuang Autonomous Region issued a meteorological warning of yellow geological disasters, and informed the Natural Resources Bureau of Longsheng County to strengthen the inspection and monitoring of hidden dangers of geological disasters in Longsheng Town and other places. During the inspection in the rain at noon that day, local monitoring personnel found the soil creeping in the gully behind Yulong Lane, Gui Long Community, Longsheng Town, and immediately reported the danger to Longsheng Town and county duty room. Geological disaster prevention experts from Guangxi Geological Environment Monitoring Station determined that the debris flow was in the deformation stage, and then designated the danger zone. Subsequently, the Longsheng County Geological Disaster Prevention and Control Command immediately launched an emergency plan to organize the threatened people in the danger zone to evacuate and avoid. At about 16: 20 on June 22, 251 people from 74 households in Yulong Lane all completed evacuation and avoidance; Three minutes later, the house at the mouth of the ditch was instantly destroyed by the mudslide. At 3: 00 on June 23rd, debris flow deposits washed away the fence and parking lot of the mechanical lifting parking lot, and rushed to Gui Long Road along Yulong Lane.

　　Enlightenment: First of all, the high-risk areas of geological disasters must have technical support in place, which can give timely reminders in times of long-term heavy rainfall. Secondly, the first-line monitoring personnel who receive the reminder should have a high sense of responsibility and rich knowledge of geological disaster identification and prevention, and can find hidden dangers and report them in time to win the evacuation time for the threatened people. On this basis, it is a logical result for local governments to make decisive decisions, start plans in time, and organize threatened people to evacuate, thus successfully avoiding risks.

　　7 "6 30" Zimaduo Debris Flow Avoidance in Fugong, Yunnan Province: Improving the grass-roots defense ability in disaster-prone areas

　　Zimaduo Debris Flow Gully in Fugong County, Nujiang Lisu Autonomous Prefecture, Yunnan Province is a first-class branch gully on the right bank of Nujiang River. At about 7: 50 on June 30, 2022, a mudslide broke out here. Due to timely warning, 62 people from 13 households were evacuated, causing no casualties.

　　On June 29, 2022, Nujiang Meteorological Bureau issued a Class II warning of meteorological risk of geological disasters. After receiving the early warning information, the local disaster monitoring personnel immediately inspected the hidden danger points and found no obvious abnormality. At about 7: 20 on June 30, the geological disaster monitor heard the roar of the flood coming from the ditch, immediately called the secretary of the village party branch and the village team leader, and rushed to Zimaduo Formation near the debris flow ditch at the first time. After the three people rushed to the scene, the monitor and the village team leader shouted down the ditch to inform the masses to evacuate quickly, and the village party branch secretary stayed in Zimaduo to organize the masses to evacuate to a safe area. At about 7: 50 that day, the debris flow passed through the residential area of Zimaduo Formation.

　　Enlightenment: The basic knowledge of geological disaster prevention and control training for grassroots cadres and full-time monitors in party member has played a vital role in this geological disaster emergency response. In recent years, the natural resources authorities at all levels in Yunnan Province, prefectures and counties have actively organized publicity and training on geological disaster prevention knowledge and emergency drills for threatened people, which has increased the knowledge reserves of disaster knowledge, disaster prevention and disaster avoidance for grassroots party member cadres, disaster prevention responsible persons and monitors in geological disaster-prone areas, greatly improved their awareness of "taking the initiative to avoid, avoiding in advance, preventing from avoiding" and their ability of self-help and mutual rescue, and laid a solid foundation for carrying out geological disaster group monitoring, prevention and early warning.

　　8 "7 14" Debris Flow Avoidance in Qingxin Village, Qingchuan, Sichuan: Take the initiative to avoid the danger immediately when finding the warning signs.

　　At about 3: 40 on July 14th, 2022, a mudslide occurred in Shuikou Community of Qingxin Village, Chaba Township, Qingchuan County, Guangyuan City, Sichuan Province. The scale of the disaster was about 245,000 cubic meters, and the direct economic loss caused by the disaster was about 11 million yuan. Due to the inspection and early warning in place and the early transfer and avoidance, 18 people from 6 threatened households avoided casualties.

　　Qingchuan is located in the Longmenshan earthquake zone and has been affected by earthquakes many times. From July 12th to 14th, 2022, the rainfall in Chaba Township reached 512.9mm.. The provincial and municipal disaster headquarters office issued a yellow warning, and the Qingchuan County disaster headquarters office issued an orange warning signal for the disaster, released a rain report in real time, and carried out scheduling work from time to time throughout the day, urging and guiding all towns, villages and hidden dangers to do a good job in various disaster prevention work. At about 21: 50 on July 13, the staff of the investigation team found that the river in Shuikou Yangou surged and muddy mud rushed out of the mouth of the branch ditch. It was predicted that it was a precursor to landslides and mudslides and immediately reported it to the county disaster headquarters. The county immediately launched an emergency plan and organized the masses to transfer and resettle in an orderly manner. At about 23: 10 on July 13th, 26 households with 70 people in the danger zone were all safely transferred and resettled. At about 3: 40 on July 14th, a mudslide disaster occurred.

　　Enlightenment: After receiving the risk warning of meteorological and geological disasters, the responsible persons and monitors of disaster prevention in towns and villages should encrypt the frequency of monitoring inspections. Once the precursors of geological disasters are found in the high-risk areas of geological disasters and the areas near the ditch and cliffs, it is necessary to organize the threatened people to take the initiative to avoid according to the requirements of "three avoidance" and "three evacuation" in advance to ensure safety.

　　9  Zhenba "July 22nd" Luziba Village Landslide Avoidance: Comprehensive Research on the Influence Scope of Secondary Disasters

　　At about 12 o’clock on July 22, 2022, a landslide occurred in Tangfang Formation, Luziba Village, Jingyang Street, zhenba county City, Shaanxi Province, causing the water level of Jingyang River to rise, damaging 15 houses of 6 households and 200-meter water supply pipeline. Because the technical support unit found that the slope gravel rolled down during the inspection, it cooperated with the local government to organize the evacuation of 67 people from 21 threatened households in time, thus avoiding 11 casualties from 6 households.

　　The lower toe of the slope to which the sliding mass belongs was excavated for the construction of the lead wire of Xingzishan Tunnel. On the morning of July 22nd, 2022, zhenba county Geological Environment Monitoring Station, together with the technical support unit, found that the roadside gravel of Tangfang Formation in Luziba Village frequently tumbled, so they immediately informed the relevant departments of the town and village and demanded that the threatened people be evacuated. At 12 o’clock on July 22, a landslide occurred.

　　Enlightenment: This successful avoidance tells us that in the future inspection of hidden dangers of geological disasters, it is necessary to strengthen the inspection of identified key areas and key road sections, and if necessary, unite with technical support units to conduct analogy analysis and comprehensive judgment according to the disasters that have occurred around them, predict the possible secondary disasters and impact areas after the disasters, and resolutely evacuate the threatened households within the indirect impact areas to ensure the safety of people’s lives.

　　10 "8 13" debris flow avoidance in Beigou, Gaotai, Gansu Province: the normal inspection and investigation time is not relaxed.

　　At 8: 45 on August 13th, 2022, a sudden mudslide disaster occurred in Tiancheng North Gully, Tiancheng Village, luocheng town, Gaotai County, Zhangye City, Gansu Province, causing most residents’ houses to be affected, resulting in a direct economic loss of 55.6 million yuan. Due to proper early warning and disposal, all 1165 people in 405 threatened households successfully moved to avoid danger.

　　The place where this debris flow occurred is a registered hidden danger point. During the flood season investigation in 2022, the technicians of the technical support unit rechecked the hidden danger point again, and informed the group monitoring and prevention personnel to pay attention to regular inspections, especially in case of continuous rainfall or instantaneous rainstorm. On August 13th, 2022, after receiving the orange warning signal of rainstorm at the provincial, municipal and county levels, the local disaster group surveyors, the heads of township governments and land and resources institutes, local technical support personnel and the staff of the county natural resources bureau coordinated and coordinated to conduct emergency inspections in the rain, delimit dangerous areas and issue emergency evacuation and avoidance instructions. At 7: 05 on the same day, 588 households and 1552 people within the threat range of debris flow were all successfully evacuated. At the same time, Gaotai County Natural Resources Bureau, together with various land and resources institutes, assisted the factories, mines and related operating units in the dangerous area to successfully evacuate 170 people.

　　Enlightenment: The prevention and control of geological disasters should focus on preparing for a rainy day, and the regular inspection and investigation of hidden danger points of registered geological disasters should not be relaxed at all times. The success of debris flow avoidance is not unrelated to the implementation of local publicity and training work, but also thanks to the careful observation of geological disaster group monitoring staff in daily inspection and monitoring, which can find dangerous situations and promptly warn them, and quickly organize threatened people to move according to the set escape route.

　　According to the latest real-time statistics of WHO, as of 16: 06 Central European Summer Time on August 18th (22: 06 Beijing time on August 18th), there were 208,470,375 confirmed cases and 4,377,979 deaths in COVID-19. On the 18th, there were 542,708 new confirmed cases and 6,739 new deaths in COVID-19.

　　WHO: Vaccine can effectively prevent severe illness and death caused by Delta mutant.

　　On the 18th, local time, WHO held a regular press conference in COVID-19. Sumiya Swaminatan, chief scientist of WHO, said that Delta mutant was highly contagious, and there had been cases of virus infection after vaccination. However, the vaccine can effectively prevent severe illness and death caused by Delta mutant.

　　Sumiya Swaminathan also stressed that wearing a mask is also very important. Recent research models show that in countries with high vaccination rates, everyone wearing a mask will reduce the community spread of the virus more quickly.

　　The number of cases has soared, and the medical system in Alabama in the United States has almost collapsed

　　On August 17th, local time, Don Williamson, president of Alabama Hospital Association, said that with the recent surge of infection cases in COVID-19, the state medical system has been overloaded. As of August 17th, local time, the number of critically ill patients (1568) who need beds has exceeded the total number of beds in the intensive care unit (1557).

　　The "hardest hit" of the Delta strain in Rio de Janeiro, Brazil

　　As of 19: 00 local time on August 17th, according to the data released by the Brazilian Ministry of Health, there were 37,613 newly confirmed cases of COVID-19 in Brazil, with a total of 20,416,183 confirmed cases.

　　The occupancy rate of intensive care beds in seven cities in Rio de Janeiro has reached 100%, the occupancy rate of intensive care beds in Rio de Janeiro, the capital, has reached 95%, and the occupancy rate of intensive care beds in the whole state has reached 70%, which is also the highest figure since June 13. Recently, Rio State has been the "hardest hit" of Delta virus strain of COVID-19, and the number of patients infected with this variant has exceeded 60% of the total number of infected people. Two weeks ago, the figures for Rio and Rio de Janeiro were 45% and 26% respectively.

　　The Vietnamese capital Hanoi will conduct the second round of large-scale Covid-19 testing.

　　According to the news of the Ministry of Health of Vietnam on August 18th, starting from August 21st, the health department of Hanoi, the capital of Vietnam, will test 800,000 Covid-19 samples from 13 groups of people in high-risk areas of the city. This is the second large-scale Covid-19 test in Hanoi recently.

　　The 13 high-risk groups that need to be tested include: take-away riders, sellers in traditional markets and small markets, salespeople in supermarkets and trade centers, grocery store practitioners, gas station workers, industrial parks and long-distance bus drivers, security guards in apartment buildings, industrial parks, institutions and non-governmental organizations, construction workers, pharmacy salespeople, warehouse workers, quarantine station attendants, anti-epidemic volunteers and sanitation workers.

　　Kenya’s national curfew was extended for another 60 days.

　　On August 18th, local time, the Presidential Palace of Kenya released a message saying that the recent report of the Kenyan Ministry of Health showed that the number of people infected with Covid-19 increased in many counties due to the failure of people to strictly abide by various epidemic prevention measures and the strong spreading ability of Delta mutant strains, and the positive rate of Covid-19 test in 18 counties exceeded 20%. Last week, the positive rate in 8 counties exceeded 30%.

　　In order to curb the further development of the epidemic, Kenyan President uhuru kenyatta announced that the national curfew from 20: 00 every day to 4: 00 the next day will be extended for another 60 days; Suspension of public meetings, including political meetings and election campaigns, for 60 days; Wedding funerals, traditional celebrations, etc. need to be strictly controlled within 100 people.

　　Up to now, the total number of confirmed cases in COVID-19 has reached 224,400.

　　North Macedonia tightened its entry policy on September 1.

　　According to a report by the North Macedonian News Agency on August 18th, local time, the government held a meeting on the evening of 17th to adopt the advice of epidemiologists and tighten the entry policy in view of the recent rebound of epidemic situation and the increase of newly confirmed cases and deaths. That is, starting from September 1st, both foreign and domestic citizens are required to have vaccination certificates or negative reports of nucleic acid detection within 72 hours when entering North Macedonia, and patients infected with Covid-19 are required to have rehabilitation certificates within 45 days.

　　According to the data of the Ministry of Health of North Macedonia on 17th, there were 999 new confirmed cases of COVID-19 and 14 new deaths in that country.

　　Singapore Jetstar Asia Airlines stipulates that all employees must be vaccinated with COVID-19 vaccine.

　　Singapore’s low-cost airline Jetstar Asia Airlines stipulated on the 18th that all employees must complete COVID-19 vaccination by October 1st at the latest, becoming the first airline in Singapore to set this requirement.

　　Jetstar Asia Airlines said that vaccination can reduce the risk of contracting Covid-19 and protect employees and people around them.

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.