分类： gfthgyj

　　"Pour Excellence into every decorative board"

　　As the sun sets, rays of sunlight pass through the glass roof of the terminal building of Beijing Daxing International Airport. On the four-story platform, Liu Hanchao, deputy chief engineer of Beijing Daxing International Airport Project of Beijing Urban Construction Group, wears a reflective vest and stares at the white decorative board rising slowly from the ground. He shouted, "Slow down, slow down, and watch the point."

　　Liu Hanchao is directing the installation of the ceiling decorative board of the airport. In the next two months, they need to assemble more than 120,000 white panels into more than 20,000 completely different decorative panels and install them on the ceiling of the core area of the world’s largest airport terminal, with the installation accuracy reaching millimeter level.

　　At the moment when he saw the white decorative board hoisted to the designated position, Liu Hanchao smiled: "We should pour Excellence into every decorative board."

　　Like Liu Hanchao, there are thousands of airport builders who are sticking to the holiday, and they are pressing ahead with the airport construction. In the glow, they are like dancing notes, playing the songs of laborers in Beijing, Tianjin and Hebei.

　　"A second earlier surgery will give patients more opportunities."

　　On October 2nd, Dong Nianguo, the chief physician of the Department of Cardiovascular Surgery in wuhan union hospital, Hubei Province, has been busy since the morning. When he got off work at 6 pm, he received an urgent task: a patient needed a heart transplant immediately. He went to the operating table at once. After more than three hours, a fresh heart has been beating in the patient’s chest.

　　"This patient has just completed the transplant operation. We should pay attention to the follow-up reaction of the body and do a good job of nursing until the vital signs are stable." At 7 o’clock in the morning on the 4th, Dong Nianguo came to the intensive care unit to make rounds, and looked at the physical condition and postoperative situation of each critically ill patient in detail, and explained the relevant matters needing attention to the nurse on duty.

　　"Every time a patient visits a doctor, he is entrusted with trust and life. One second earlier surgery, patients will have more opportunities. " Dong Nianguo said that he has been a doctor for 32 years, and he has to do two or three routine operations every day on average, so it is common to work overtime.

　　"If you clean up, you will feel comfortable."

　　On a bench, a mother peeled pomegranates for children to eat, dropped some pomegranate seeds on the ground, and was trampled by pedestrians, which made the ground dirty. Song Yangli, the cleaner of Qin Shihuang Mausoleum Museum in Xi ‘an, Shaanxi Province, hurried over, took out the cleaning agent and brush he carried with him, and squatted on the ground to brush it.

　　Since 2005, Song Yangli has been working as a cleaner in the Mausoleum Museum of the First Qin Emperor. The more holidays, the busier it is.

　　During the National Day holiday, the opening time was advanced, and Song Yangli rode an electric car from home after 5 o’clock. After arriving at the post early, she changed into work clothes, took a broom, dustpan and cleaning bucket, and went outside the No.1 pit of Terracotta Warriors and Horses to clean up the fallen leaves overnight before the opening of the museum.

　　After the opening of the museum, the number of people soon increased. Song Yangli kept walking back and forth in the responsible area. As long as garbage and stains were found, they were cleaned up immediately. "If you clean it up, you will feel comfortable." Song Yangli introduced that the road she is responsible for is tens of meters long, but she always has to take 40,000 to 50,000 steps in one day.

　　"My family told me to make more contributions in a down-to-earth manner"

　　Yue Hengtao, a 30-year-old, is the stationmaster of No.16 gas gathering station in the first gas gathering management area of China Petrochemical North China Oil and Gas Company, and has been working for almost 7 years.

　　On the way to the gas gathering station, the vast yellow sand desert is dotted with clumps of green. Walking into the station, I saw that Yue Hengtao was carefully reviewing every data, and then he led the personnel in the station to conduct equipment inspection to ensure the safety and stability of natural gas collection and gas supply.

　　"The gas gathering station controls 20 gas wells, and the safety in production is greater than the sky. It must be monitored from time to time to ensure that people are on duty 24 hours a day." Yue Hengtao introduced that in order to prepare for overwintering production, two workers on vacation ended their holidays early and returned to their posts. "As a stationmaster, I set myself the goal of fighting for 100 days before taking a rest."

　　"After work, I only went back twice in the 7 Spring Festival, and I couldn’t go home in other holidays, but my family told me to make more contributions in a down-to-earth manner." Yue Hengtao said.

　　"We want to build this place into a world-class stadium."

　　Although it is not long before autumn, the Xiaohaituo Mountain in Yanqing, Beijing, which is 2199 meters above sea level, has already ushered in snow. In the 2022 Beijing Winter Olympics, it will become a venue for alpine skiing and snowmobiling.

　　"If the foundation construction of ropeway supports cannot be completed before winter construction, the concrete pouring construction will be greatly affected." Liu Wenhao, deputy manager of Beijing Olympic Engineering Department, said that when it was just dawn every day on National Day, he climbed on foot with the workers and entered the alpine skiing construction site to start construction. Liu Wenhao introduced that a series of domestic construction records have been created here, and "filling the gap" projects are the biggest challenge faced by builders.

　　Standing on Xiaohaituo Mountain, where the forest is completely dyed, Liu Wenhao is full of confidence: "We want to build this place into a world-class stadium."

　　"I am very proud to welcome the first sunshine into the motherland."

　　On October 1, Wang Yin, a policeman from the border police station in Wusu Town, Jiamusi City, Heilongjiang Province, was in the easternmost fishing ground of the motherland — — A crude but shocking flag-raising ceremony was held on the beach of Tongjiangkou. The flying five-star red flag blooms in the East Pole of China.

　　After working in the border for 6 years, Wang Yin checks the Fishery Resources Fishing Permit and the Boundary River Operation Permit of fishermen and fishing boats at 2 am every day to release fishing boats to work in the river and carry out cross-border prevention propaganda; Patrol rivers and beaches during the day to prevent unexpected incidents such as tourist boats and fishing boats crossing the border; In the evening, fishermen register their returning fishing boats after returning home, and then check the returning fishing boats one by one at 8 pm to take care of them.

　　"I have to live in a board house next to the beach for seven months in a year. Although it is hard, I am very proud to welcome the first sunshine into the motherland when patrolling in the morning. This is incomparable to anything." Wang Yin said.

　　"Working overtime is nothing, and I am most gratified that everyone is safe."

　　Jie Ming, the squadron leader of the first squadron of the traffic police brigade in Huaiyin District, Jinan City, Shandong Province, has been working for 28 years. Just after 6 o’clock in the morning on National Day, Xie Ming came to the front of Shandong Provincial Hospital to check the parked vehicles and dial the number left in the car from time to time.

　　"These cars are all sending sick people in the middle of the night. In order to catch up with the time, they temporarily parked their cars here. Now let them drive away without affecting the traffic in the morning rush hour." Xie Ming said.

　　From 6: 00 a.m. to patrol around the hospitals in the jurisdiction, and to divert traffic during the peak hours at night, it is common to work with high load for more than 12 hours, especially during holidays. "Working overtime is nothing. I am most gratified that everyone is safe." Xie Ming said.

　　"I will try my best and try not to delay a minute."

　　It has become a working habit for many years to stick to the Golden Week. Golden Grain, a rural courier of Shanshan Branch of China Post Louxing District, Loudi City, Hunan Province, is responsible for the express delivery of five administrative villages in Shanshan Town.

　　At two o’clock in the afternoon, the mail car in the city arrived as promised. Gold grain quickly unloaded the parcels by express delivery, classified them according to different villages, stuffed them one by one into the special van for receiving and dispatching, counted them while loading them, and then set off.

　　In Lichong Village, the recipient, Aunt Xie, is playing outside Siwuli Road with her grandson. Because the object was heavy this time, after 10 minutes, the gold grain was picked up by them and sent home. Aunt Xie gratefully made a cup of hot tea. "There is still a lot of express delivery, thank you for your kindness." Gold grain did not dare to slack off, and set off again without stopping.

　　When the last parcel reached the recipient, the moon had crept up to the treetops. "I will try my best and try my best not to delay a minute." Golden grain said.

　　"It is my happiest thing to deliver the passengers safely."

　　"All passengers have taken the bus, please close the door and get ready to go!" As the conductor gave instructions to Mei’s walkie-talkie, the whistle sounded, and the K588 train set off from chengdu railway station on time for Shenzhen.

　　While walking to Mei, carefully check whether the luggage is neatly arranged, whether the hot water is enough to drink, and whether the bathroom is cleaned on time … … In 1988, I took part in the work in Chengdu passenger transport section of the railway. It was these seemingly ordinary jobs that Xiang Mei did for the first time, which lasted for 30 years.

　　According to the policy, Xiang Mei can retire at the end of this year. Before that, I dreamed that I would make up for the company I owed my family in these years after retirement, but when the day is near, I feel attached to Xiang Mei.

　　"It is my happiest thing to deliver the passengers safely." Just then, Xiang Mei’s hand desk rang, and some passengers needed help. She straightened her hat, picked up her work bag and trotted to the next carriage.

　　(Comprehensive reports by our reporters He Yong, Fan Haotian, Zhang Danhua, Zhang Yong, Fiona Fang, Xiao Jiaxin, Wang Yunna and Song Haoxin)

Entering 2024, the transcripts handed over by the beauty care industry are remarkable, and the beauty care of domestic products is even more eye-catching.

According to Qingyan Intelligence, in 2023, domestic products accounted for the most, accounting for more than half (50.4%).

The growth rate of domestic cosmetics sales was also the highest, with a year-on-year increase of 21.1%, while Japanese and Korean brands decreased by 17% and 26.1% respectively.

On the one hand, domestic beauty products such as Polaiya and Winona are popular, and on the other hand, some beauty care brands suddenly leave.

For example, Revlon, an old brand in Europe and America, won the make-up hegemony of 200 million sales in 1998, but it could not escape the fate of being eliminated and withdrew from the China market for the second time; South Korea’s online celebrity makeup brand BBIA was once a hit in the "golden age" of Korean makeup, but now it has stopped operating Tmall’s overseas flagship store.

DT Business Watch wants to use this as an incision to study three issues through data:

Why do these beauty care brands "exit" one after another?

What did those brands that grew against the trend do right?

With the change of consumer demand and concept, what should beauty care brands rely on to compete for incremental market in the future?

In 2023, the beauty care brand "exited in a large area"

According to incomplete statistics, in 2023, nearly 30 brands closed the official flagship store of the power outage platform, adjusted their business in China, or directly announced the brand clearance and closed down.

To further distinguish between international brands and domestic brands, "exit" brands mainly have the following four characteristics.

First of all, "online celebrity Makeup", which is hot in the world, is not as prosperous as expected in China.

For example, Japanese online celebrity brand CEZANNE Qian Shili, Korean online celebrity BBIA, American online celebrity e.l.f, United Arab Emirates online celebrity Huda Beauty … They are all quite popular brands in various countries, but their domestic discussion and sales are far from "online celebrity".

In particular, Japanese and Korean cosmetics, which have performed poorly since the epidemic, have shut down Tmall’s overseas flagship stores.

Secondly, the popularity of pure beauty care in China has arrived, but the international natural organic and pure beauty care brands are "silent".

According to the data disclosed by Tmall International in 2023, the new brand turnover of Clean Beauty category increased by 236% year-on-year.

In the little red book, Clean Beauty is also a concept of makeup and skin care that has attracted much attention. With the advantages of "good color matching", "multi-use lipstick, blush and eye shadow" and "comfortable texture", the multi-purpose cream of RED CHAMBER Zhu Zhan, a domestic pure care makeup brand, has won many people’s wallets.

International brands are a little lonely. Naturaglace, American Pure Skin Care FAB and Athr Beauty, the earliest natural and organic beauty brands developed in Japan, are all famous in China.

In addition, the international high-end beauty instrument, lost to domestic cutting-edge brands.

As one of the high-end beauty instrument brands, OPTE was originally known as the "beauty artifact", focusing on the function of shading and lightening spots. The price was more than 4,000 yuan, but the official flagship store of Tmall was shut down after four years.

In contrast, double 11 Shimeguang, Jimeng and other domestic brands are threatening, capturing many consumers with an average price of about 2,000 yuan and high cost-effective gifts, and winning the TOP 10 in the sales list of beauty instruments of major e-commerce platforms.

Look at the brands that have fallen on the domestic side. More than 60% are makeup brands, and most of them areFair price cosmetics.

Relatively well-known makeup brands such as Buqi, Kale Shuo, and Joy in it were mostly established in 2018-2020, when domestic makeup brands such as Hua Xizi and Perfect Diary rose, featuring cheap eye shadow and lipstick.

They used to ride the wind, but now they have suffered a big reshuffle in the market.

Why do these brands "exit"?

Further analysis of the reasons for the "exit" of the above brands will reveal thatTheir problems mainly focus on product and marketing, that is, the internal strength and external strength of the brand.

The problem of internal strength is easy to understand, that is, the research and development of formula and efficacy does not match the needs of consumers.

The evaluation of American pure skin care FAB in Little Red Book is mixed. Some consumers complained that "the skin care effect is ok", but "there is a strange smell that has not been used much" and "I really can’t stand it after washing."

China’s beauty care market, which is full of brands, never lacks competitors. If you don’t keep up with the needs of consumers, you will directly enter the blacklist.

However,It is not enough to cultivate internal strength, but also to pay attention to external strength, otherwise good products may "die" in obscurity.

Even internationally renowned brands will be "unaccustomed" if they do not attach importance to localized marketing.

Take Huda Beauty, a hot overseas beauty brand, as an example. Its overseas official account has 50 million fans. Since 2020, it has won the top spot of the most popular brand of Cosmetify, a British beauty retail platform, for three years in a row, but it has almost completely left China within three years.

In sharp contrast, Huda Beauty’s dilemma in China may be more than the official explanation of "stopping cooperation with the operator".

We checked the operation of Huda Beauty on various platforms and found that its only direct channel in China is Tmall’s overseas flagship store, which has been closed. Although the official account of Xiaohongshu was established, it stopped updating at the end of 2021, and now the homepage has even been emptied, resulting in some domestic consumers lacking channels to understand products and brands.

Dig deeper,In the final analysis, these brands’ blunders in product and marketing are because consumers have changed.

First of all,When choosing products, consumers pay more attention to their real needs.

The most intuitive example is that consumers know their skin state better than before and pay more attention to the experience.

As mentioned above, users of TUO pure skin care brand FAB not only pay attention to the skin care effect, but also pay attention to whether it will be slippery and smell good when used.

Secondly,In the decision-making process, consumers believe in the real sharing of ordinary people and are more willing to share their own consumption experiences and feelings.

It is worth mentioning that,Many potential consumer demands are stimulated by the communication between ordinary users. They may be inspired by scene-based content, or they may be inspired by fashion trends.

For example, the gray style in autumn and winter became popular at first because of the delicate and low-key gray style, and then extended to makeup, which made many consumers have a demand for buying and using makeup products such as cold and low-saturated bean paste color, gray eye shadow tray and lipstick, and issued a feeling similar to "I didn’t expect it to be like this."

So,When brands do product research and development, they should dig deep into the needs of consumers, develop products according to their needs, and solve the pain points of consumers.

To do grass marketing, we should also be close to consumers and accurately cover the consumption decision-making field of target users.

How do those brands that grow against the trend do it?

I understand everything, but where should I start? We can refer to those beauty care brands that still occupy a place in the fierce market killing.

According to the GMV rankings of different categories of e-commerce platforms, among the "top students" in 2023, international brands include L ‘Oreal, Lancome, Hailan Mystery, etc., while domestic products are represented by skin care brands Polaiya, Yangshengtang and Beauty Instrument Miguang.

Referring to Little Red Book’s 2023 Selected Case Manual 24 Beauty Case, we found that some new domestic brands also emerged. For example, the skin care brand East Beast and pure make-up RED CHAMBER have gained a lot of achievements and popularity.

Looking back at the actions of these brands in the past year, we find that they have one thing in common-

Not only do we optimize iterative products closely following the changes of consumer demand, but we also "tailor-made" the marketing plan of planting grass in Xiaohongshu.

For example, the winter pregnancy essence of the domestic skin care brand Yangshengtang was actually launched as early as 2022, and it was not until 2023 that it was circled in a large area on Xiaohongshu, realizing a comprehensive leap in the business inside and outside the station and becoming a veritable explosion.

Word of mouth and sales are rising against the trend. How is this done? We carefully disassembled it from two stages: cognition and transformation.

First of all, according to the search of the key categories of Xiaohongshu skin care, Yangshengtang selected the sub-category of secondary polishing essence, launched the secondary polishing essence with independent packaging, and focused on this niche but explosive track.

Secondly, Xiaohongshu teamed up with authoritative media Xinhua News Agency and four powerful domestic beauty brands including Yangshengtang to jointly create Xiaohongshu’s S+ IP "Treasure Components in China".

The brand not only traces the source of natural birch juice, the key component of winter pregnancy essence "waterless skin care", to consumers through on-the-spot shooting; Also actively collected a lot of consumer feedback, so that the brand spokesperson personally responded.

We call this way of planting grass "authority+sincerity", which has two advantages.

On the one hand, when consumers are moving closer to the "component party" and "formula party", the confident Yangshengtang generously displays its scientific research technology and achievements-sincerely superposing its strength is the biggest killer skill.

On the other hand, brands take the initiative to face the sharp doubts of consumers, which is conducive to narrowing the distance between consumers and brands. Brands can also create products that are more suitable for consumers based on these real feedbacks, and continue to grow under the witness of consumers.

of course，Planting grass is only a preliminary impression in consumers’ minds, and how to change from planting grass is more crucial.

In fact, the outbreak of the sales of the essence of winter pregnancy in Yangshengtang did not soar, but was divided into a "transformation trilogy", step by step.

In the initial starting stage, pay attention to "accurate touch".

Out of the awareness of the product characteristics of Yangshengtang Winter Pregnancy Essence and the high customer unit price (339 yuan /7 pieces, 1309 yuan /28 pieces), the buyers selected by the brand are mainly professional and vertical skin care, and the goods are delivered live through the head, waist and tail buyer matrix to accurately reach the core target population.

Moreover, different buyers can cover different audiences. Fans like head buyers @ Sweet Dog @ and @ Little Dianer kini are mainly young people who streamline skin care, while waist buyers @Lingling and @ Cat Dada’s effective skin care cover luxury beauty and exquisite middle class over 30 years old.

At this stage, the transaction field of Yangshengtang in Xiaohong Bookstore is concentrated on the live broadcast of buyers, and the overall GMV quantity is rapid, and the GMV of winter pregnancy essence accounts for more than half, which has a big improvement.

In the second stage, Xiaohongshu began to help Yangshengtang and the stars join hands to "build tall buildings", initially creating a closed loop of "planting grass-transforming" in Xiaohong Bookstore.

First, Angel, the star buyer of Xiaohongshu, visited the Yangshengtang laboratory to endorse and expand the volume; The second is to bring goods through live broadcast, store broadcast and business notes, and open up different channels for bringing goods.

The effect of this is indeed remarkable.

Many ordinary consumers began to spontaneously share screenshots of their purchases of Yangshengtang’s winter pregnancy essence in Xiaohongshu, and some people specially sent notes to ask "Is it good or not?" They exchanged experience and purchase experience with other consumers in the comment area, which vividly reflected the community atmosphere of Xiaohongshu’s mutual assistance.

This community atmosphere of mutual assistance has made Xiaohongshu the main position for consumers to plant grass, and it has also become a business transaction field after consumers make consumption decisions.

At this stage, the overall GMV of Yangshengtang has tripled in a single month, and the proportion of GMV of the new winter pregnancy essence has increased to 75%, making it an ace item. The transaction channels of sales have also become diversified and rich. In addition to the live broadcast of buyers, the proportion of sales of commercial notes and store broadcasts has increased.

After the first two stages of operation, the winter pregnancy essence of Yangshengtang has basically locked in the vertical crowd in Xiaohongshu, and has the first batch of tap water users who share and support the brand, and the word of mouth has begun to spread outward.

The next step is to continue to exert different delivery channels to comprehensively improve the conversion efficiency.

At this stage, the buyer’s live broadcast matrix and brand store broadcast operations continue to upgrade, with 80% of the head and waist buyers with live broadcasts, and the number of live broadcasts has also increased six times compared with before; The official store broadcasts daily, with a daily broadcast of 9 hours; Enterprise numbers and brand partners also join the ranks of releasing product notes, and rely on high-quality content output to drive consumers to place orders.

Among them,High-quality live broadcast by buyers can enlarge the scale of their own live broadcast GMV by skin care products with high customer unit price, or feed back the brand store broadcast, and precipitate the crowd assets into the private domain of brands, forming a win-win situation.

At this point, Yangshengtang was "fully blossoming" in Xiaohong Bookstore. The overall GMV has increased by 12 times in a single month compared with the initial one; In addition to the new winter pregnancy essence, the GMV ratio of another single-product black gold limited gift box (899 yuan /18 pieces) also reached 35%.

It can be said,The popularity of Yangshengtang’s winter pregnancy essence in Xiaohongshu is by no means a random explosion of luck.

Instead, we rely on product strength, big data of Xiaohongshu, and self-closed-loop marketing strategy for buyer’s economy and self-broadcasting ecology to enlarge the advantages of brands and products step by step, so as to realize efficient transformation in Xiaohongshu and other consumption channels.

Write it at the end

Judging from those brands that "quit" and grow against the trend,The new battlefield of beauty care has been transferred to the little red book.

Turning to the 24 Beauty Case at the Little Red Book WILL Business Conference, we will find that,In addition to the essence of Yangshengtang’s winter pregnancy, there are many products in different product life cycles, which have been successfully circled and broken in Xiaohongshu.

Roye, a care brand, will continue to expand its product portfolio to match different fashion trends according to the trend of "dandruff removal" and high-end care consumption in Xiaohongshu, and eventually the GMV of the whole network will increase by 50%.

With the help of the IP of "Treasure Components in China", the essence of Nature Hall Little Purple Bottle promotes the ace component Himeyne, anchoring the component party to carry out KFS targeted crowd expansion;

AFU11 seed essential oil multiplied by the east wind of "nourishing skin with oil", and cooperated with star buyers to realize the closed-loop live broadcast of grass planting-transformation, reaching one million GMV.

As Mr. philip kotler, the father of modern marketing, mentioned in the latest editions of Marketing Management and H2H Marketing,We should conform to the communication mode of "people influence people" and return to the understanding and attention to people and consumers’ needs.

From the platform perspective of Xiaohongshu, today’s consumers are more active, and are more willing to actively discuss, repurchase and recommend their favorite products.

Including actively asking questions, collecting information → actively repurchasing → actively sharing and recommending to others, actively interacting with brands and even giving feedback, suggestions and demands.

Therefore,For brands, in addition to blindly rolling in low prices, discounts and concessions, we can also make good use of the sharp edge of Xiaohongshu to stimulate consumers’ initiative and find the vitality of brand breaking.

No matter whether the consumer’s feedback is good or bad, the brand can listen humbly first, then change it if there is, and encourage if there is no feedback.

Author: Zheng Xiaohui Design: Qi Tonghui

Operation camp: Su Hongrui Supervision system: Li Jingyu

　　At the time of family reunion, in the China Space Station, which is 400 kilometers away from the Earth, the space travel trio has been in orbit for three and a half months. They are the longest astronaut crew in China so far and the first crew to spend the Spring Festival in space.

　　How did the astronauts spend their time in space on New Year’s Eve? What preparations have the ground technicians made for the astronauts’ Spring Festival holiday? On the day of New Year’s Eve, reporters from the General Station came to Beijing Aerospace City to record the first China Year of China Space Station.

　　On New Year’s Eve, in the long-term management hall of beijing aerospace control center, Fu Xiaohong, the supervisor on duty, found that some data were abnormal when comparing the orbital height data of the space station. After communicating with orbit experts, it is confirmed that the fluctuation of this data belongs to the normal range.

　　Beijing aerospace control center engineer Fu Xiaohong:The first is to monitor the state of our spacecraft and the state of our astronauts. For example, if we calculate from the orbit budget that we may be relatively close to another satellite or space debris at a certain moment, we need to do some evasive control. Astronauts explore space in the sky, and our ground personnel will escort the astronauts.

　　If the China Space Station is compared to a kite, then Fu Xiaohong and her team are the matchmakers of kites. In 2021, Fu Xiaohong was in charge of the long-term management and operation of the space station complex. At the end of the year, she took the initiative to apply for duty to spend the first space Spring Festival with astronauts.

　　Beijing aerospace control center engineer Fu Xiaohong:During the Spring Festival, in order to ensure that astronauts can communicate with their families by telephone, or need to watch the video programs of the Spring Festival Evening, we have increased the up-and-down arcs during the Spring Festival by more than 40 time periods, increasing their time for entertainment activities and communication with their families.

　　While the ground flight controllers were escorting the space station, the three astronauts in the space station began to get busy: writing blessings and posting Spring Festival couplets. After dressing up the space station, astronauts Zhai Zhigang, Wang Yaping and Ye Guangfu began to get a haircut. When astronaut Ye Guangfu got a haircut for commander Zhai Zhigang, Wang Yaping also recorded precious images with a professional camera. The astronauts were full of feelings at the first Spring Festival ceremony on the space station.

　　Li Dafei, Deputy Director of beijing aerospace control center Manned Space Flight Control Room:When I saw a group of astronauts showing off our China style in space, I felt that all those hardships and tiredness were worthwhile and nothing.

　　From April 29th, 2021, when the core module was launched into orbit to the day of New Year’s Eve, the space station assembly has been safely in orbit for 277 days. At present, beijing aerospace control center cooperates with the astronaut center, the space station system and other parties through the distributed operation and control mode to implement various operation and control work for the space station.

　　Han Haiying, chief designer of thermal control subsystem of space station:We have more than 4,000 data. We should not only keep an eye on the data, but also draw its curve at any time to keep an eye on its changing trend. Our subsystem has always performed very well, and the whole system works very stably. Basically, everything including temperature is very consistent with what we designed at that time, including building on the ground.

　　In the afternoon, it was the time for astronauts to have a video call with their relatives. The new hairstyle was matched with new clothes, and the sense of ceremony for the New Year was directly filled. The astronauts shared the bits and pieces of space life with their families through two-way video to convey their thoughts. Ye Guangfu also put on a festive red Tang suit and interacted with his family happily. In the astronaut support hall, the ground support team on New Year’s Eve was formed by the post personnel such as Dawning Commander, Dawning General, Dawning Doctor and Environmental Control Life Insurance.

　　Xu Chong, Director of Medical Supervision and Medical Insurance Office of China Astronaut Center:Now (New Year’s Eve) they have been in orbit for 108 days, and the whole physical and mental condition is very good. Then, we will do every job carefully, carefully and solidly, and ensure that our space crew in the sky can complete the entire Shenzhou-13 mission safely, smoothly, healthily and successfully.

　　Wang Yanlei, Director of Training Room of China Astronaut Center:As the dawn conductor, we are also teachers’ posts. On this day, the teachers’ post should observe the astronauts’ on-orbit operation. If there are any problems encountered, or what problems astronauts encounter, we should provide corresponding operational support. Of course, there is no support so far today, because the astronauts have been in space for so many days, and they are very adaptable, and they are more skilled in all their work.

　　Wang Yanlei, the commander of Shuguang, is the command post of the first extravehicular mission in the space station stage. During the 17 years since he came to work in the Astronaut Center, he has been engaged in the selection and training of astronauts, and he is as close as family with astronauts. This New Year’s Eve, he specially arranged duty for himself.

　　Reporter:A little selfish, right?

　　Wang Yanlei, Director of Training Room of China Astronaut Center:Yeah, a little selfish. Although I didn’t spend the day with my family, I think it’s a great expectation to spend the New Year with the astronauts and watch them happily spend the year in space.

　　As night falls and the lights are on, the astronauts begin to prepare for the New Year’s Eve. Astronauts share delicious food with each other, jiaozi flutters, the soup is tangy, and the New Year’s Eve dinner in weightless space is wonderful and joyful.

　　At 7: 30 pm, the Chinese space station transited over the motherland. The reporter recorded the image of the space station flying over Beijing Aerospace City with a lens, and the astronauts also photographed the brightly lit New Year’s Eve from space.

　　Wang Yaping, astronaut of Shenzhou XIII:It’s 7: 30 pm, and our space station is passing over the motherland. Let’s follow the camera and see the land of China on New Year’s Eve. This is our first time to see China on New Year’s Eve from the perspective of space. The city lights are as beautiful as flames.

　　Watching the Spring Festival Gala on New Year’s Eve, astronauts drank juice, chose the most comfortable posture, enjoyed the cultural feast, and picked up their mobile phones to get in tune with the Spring Festival Gala on a whim. At this time, in the astronaut support hall on the ground, the support team is making follow-up work arrangements for astronauts.

　　Wang Yanlei, Director of Training Room of China Astronaut Center:We will organize astronauts to watch the opening ceremony of the Winter Olympics. There are many holiday items in the articles for space flight, including some entertainment items, and they can control the time by themselves.

　　Guodong Zhou, Assistant Researcher of China Astronaut Center:Our job is to ensure a safe living environment for space flight. We have a slogan called "Astronauts are in my heart, and the safety of astronauts is in my hands", so our work can’t be sloppy.

　　Shi Qingyu, Dispatcher of Flight Control Test Team of China Astronaut Center:During the more than three months we spent on the ground with astronauts, we also formed an emotion that family members are not better than relatives. I feel that our efforts and dedication can make their on-track life and work go on more smoothly, and everything we do is worthwhile.

　　On September 11th, a reporter from the Central Radio and Television General Station conducted an on-the-spot investigation in Yulin City, Shaanxi Province, and found that a golf course covering an area of nearly 3,000 mu was in operation in a project called "Green Taosha Desert Eco-city" in Yulin Sandy Forest Park, 16 kilometers northwest of Yulin City.

　　Yulin City, located in the north of Shaanxi Province, is the junction of Mu Us Sandy Land and Loess Plateau, with an annual precipitation of only about 400 mm, a semi-arid continental monsoon climate and a typical desertification and desertification area. Why can a golf course be built in Yulin, which is seriously short of water? The reporter conducted a field visit.

　　During the visit, the reporter learned that the golf course belongs to the reservation system, and there is a security guard at the entrance of the ecological park. Non-members and reserved customers are forbidden to enter. Under the guidance of the local people, the reporter saw the scene inside through aerial photography. Almost all the lawns in the ecological park are mowed, and the terrain is patchy. Battery cars pull guests to shuttle between different greens, and many people are swinging on the lawn to play ball. After many contacts, the reporter entered the golf course in the "Green Taosha Desert Eco-city". The staff of the golf course introduced that the golf course started construction in 2008 and opened to the public in 2011. The planning of the course is more than 4,000 mu, because the whole course is distributed among many sand dunes, and the fairway fluctuates greatly. Playing here is more challenging than ordinary golf courses, and it is a rare desert golf course in China. The course is reserved and membership, with a minimum membership card of 320,000 yuan and a business card of 46,800 yuan. The staff said that although it is expensive, there are many people who come to play ball every day, ranging from 70 to 80 people to nearly 200 people.

　　In 2004, the General Office of the State Council issued a notice on suspending the construction of new golf courses. From January 10, 2004, local people’s governments at all levels and various departments in the State Council are not allowed to approve the construction of new golf courses. Why did the golf course in the "Green Taosha Desert Eco-city" in Yulin City start construction in 2008? Are there any relevant approval procedures for the stadium? In response to this problem, on September 12, the reporter visited the Yulin Municipal Development and Reform Commission. The staff of the Social Development Section of the Yulin Municipal Development and Reform Commission said that the Green Taosha Golf Course had not fulfilled the project approval procedures. The reporter learned from the Natural Resources and Planning Bureau of Yulin City that the Green Taosha Golf Course is an illegal construction project without approval procedures. After comparing the satellite images of the second and third national land surveys by the data center, before the construction of the golf course, the land attribute was "shrub land". According to preliminary statistics, only 18 fairways of Green Taosha Golf Course cover an area of 2,960 mu, and all the above-ground buildings are unapproved.

　　Bai Ge, the captain of the Fourth Brigade of the Law Enforcement Detachment of Yuyang District Natural Resources Bureau, Yulin City, said that they had repeatedly stopped enforcing the law at the Green Taosha Golf Course, with a cumulative fine of more than 2 million yuan. The reporter learned from the staff of the golf course that the golf course has been punished many times, and will be closed for a few days after each fine, and then continue to operate. As we all know, golf projects need to consume a lot of water resources because of lawn maintenance. Yulin City is located in arid and semi-arid areas, which is a typical fragile ecological environment. Why can a golf course without any approval procedures be built in the national ban and repeatedly punished? How to solve the water consumption of golf courses in areas with serious water shortage? The reporter from the General Station is further visiting and investigating related issues.

　　(Headquarters reporter Chen Wu, Liu Haitao, Xu Hui)

Introduction to combat

The Battle of Axle was an offensive campaign against the Japanese Puppet Army in the southeast Axle area of Huai ‘an County, Jiangsu Province, during the period of War of Resistance against Japan. The campaign began on March 5, 1944 and ended on March 6, 1944. After three stages, namely, the attack on the bridge, the aid from Lujiatan and the strategic shift, a total of 465 Japanese captains (including 24 prisoners) and 483 puppet troops (including 168 prisoners) were wiped out, and 53 bunkers were destroyed, which "created a new record of Japanese invaders captured alive in Central China". The victory of this campaign has disrupted the plan of "expanding the countryside" and "strengthening the reclamation" of the Japanese and puppet troops, made the central Jiangsu region a relatively stable rear base, and created good conditions for our troops to train and prepare for the strategic counterattack. The victory of this campaign also opened up the strategic links between the Soviet Union and the northern Jiangsu, Huainan and Huaibei regions, realized the fundamental improvement of the Sino-Japanese war situation, and became a symbol of the strategic counterattack in the battlefield behind the enemy lines in the Soviet Union.

Talk about criticism

In the Battle of Axle and Bridge, the New Fourth Army concentrated more than five regiments, combined guerrilla warfare with mobile warfare, and carried out siege and aid operations against important fortified positions of the Japanese army, creating an example of annihilation war in Central China of the New Fourth Army. Learn from the past and know the present. It is of great practical significance to comprehensively and objectively analyze the winning mechanism of the vehicle-bridge campaign and fully absorb its essence nutrients, so as to improve the efficiency of studying war cases, truly learn from history and strengthen the preparation for military struggle.

Campaign planning should focus on the overall situation and grasp the joints. The great victory of the vehicle-bridge campaign was first benefited from the overall situation and grasping the joints when planning the campaign. The 1st Division and the Suzhong Military Region accurately located the attack direction in the eastern part of Huaibao, which was based on the actual situation in Central China and the overall consideration made according to the overall strategic situation in Central China. First, the area is located at the junction of the two Japanese divisions. If it is attacked, the main force of the Japanese 65th Division, which is in charge of the defense in this area, is far away from Xuzhou, so it is difficult to reinforce in time. The possibility of the neighboring 64th Division’s aid is extremely low, which is convenient for a quick decision. Second, the 7 th Brigade of the 3 rd Division of the New Fourth Army is located in the east of the Huaihe River, ensuring the safety behind the north side of the 1 ST Division. In fact, in the Battle of Axle, the 7th Brigade captured the Zhuweizi stronghold between Lianshui and Axle, and effectively cooperated with the Battle of Axle. Third, this area is the connecting part of Jiangsu, North Jiangsu, Huainan and Huaibei. Controlling this area is conducive to communicating the strategic links between the four areas and implementing strategic maneuvers.

In order to open up the situation in the eastern part of Huaibao, we must capture the axle. Capturing Jingkou or Axle is the key point for the leaders of the 1st Division to consider. Finally, the determination to capture the vehicle bridge is mainly due to the following reasons: First, the vehicle bridge is the enemy command center in this area, and if the vehicle bridge is captured, the enemies of Jingkou and Caodian will be isolated and may withdraw without fighting, so that the campaign will get the best effect; Second, the axle is located in the center of the enemy, and the offensive action is easy to surprise the enemy and win by surprise; Third, the terrain around the axle is more conducive to the rapid approach of attack force than Jingkou; Fourth, the main reinforcement direction of the Japanese and puppet troops may come from Huai ‘an, and there is a good natural ambush position in Lujiatan, northwest of the axle, which is conducive to annihilating the enemies who come to aid. Facts have proved that only by grasping the joint point of the axle can we quickly achieve the operational goal, and then revitalize the overall situation of the Soviet Union’s war of resistance against Japan. It can be seen that in the future campaign planning, we should focus on the overall situation of the campaign, plan the campaign action from a strategic height, grasp the winning joint, and promote the overall planning with local accurate planning, so as to have a clear goal and get twice the result with half the effort, thus creating favorable conditions for winning the campaign.

Campaign operations should pay attention to careful preparation and flexible tactics. The victory of the Battle of Axle also stems from careful pre-war preparation and flexible tactical command. In order to carry out the vehicle-bridge battle, the New Fourth Army made careful preparations. The first is to conduct in-situ reconnaissance in detail. As early as 1943, Su Yu and others kept walking around the areas near the strongholds such as Cheqiao and Caodian, and made a field investigation on the terrain and enemy situation along the way. Before the war, detailed on-the-spot reconnaissance was made repeatedly on the ambush positions around the axle and Lujiatan. The second is to reorganize the battle sequence, appropriately adjust the organization and cadres, unify the command organization, and clarify the division of tasks. Third, the operational plan was carefully formulated, the possible complicated situations were carefully analyzed, various plans were studied, and the time, place, driving route and attack time of troops concentration were accurately calculated and required. All ministries conducted pre-war rehearsals according to their tasks and field conditions. Fourth, the unified deployment of ammunition and equipment, the organization of intelligence stations, field hospitals, transport stations, a number of special equipment and communication tools, the collection of a large number of boatmen and ships, and the strengthening of logistics support. Fifth, fully mobilized before the war, promulgated the regulations on rewards and punishments during the war, organized commando teams and commando groups, and carried out combat competitions.

In terms of tactical application, the vehicle-bridge campaign has played a combination boxing of attacking and aiding simultaneously, which has become a model of the close combination of guerrilla warfare and mobile warfare. Before the war, the New Fourth Army carried out long-distance and over-the-point raids with absolute superiority, supplemented by sabotage, which took the enemy by surprise and hit the enemy’s key points. In the battle, the New Fourth Army mainly attacked and blocked the enemy, supplemented by sneak attack. On the front, the scattered combat teams flexibly used the tactics of encircling circuitous and divide-and-conquer to conquer the enemy bunkers one by one. At the same time, accurately judge the direction of the enemy’s reinforcements, build sniper positions, preset mines, and deploy powerful mobile forces on the side of the enemy’s main roads to form a number of commandos. By adopting the method of "letting go of the vanguard, attacking the middle and attacking continuously", the enemy’s reinforcements were annihilated in batches, which not only mobilized the enemy’s reinforcements to attack, but also ensured victory in attacking. The two closely cooperated and echoed each other, and finally won the battle. In future operations, campaign actions will be more complex and changeable. When preparing for the campaign, we should always be vigilant and make overall consideration, so as to make early preparations, be thorough and meticulous, and give consideration to interests. Tactically, it is necessary to emphasize flexibility and initiative, to adapt to changes and seek innovation through changes, so as to win by surprise and defeat the enemy invisibly.

Campaign support should focus on relying on local governments and complementing the military and local governments. The victory of the vehicle-bridge campaign is inseparable from excellent campaign support. Before the war, the people of Huaibao wholeheartedly supported and supported the attack on the vehicle axle. Various districts and townships set up front-line organizations and held repeated meetings to discuss and implement various specific front-line tasks to ensure that "everything is subordinate to the front line and everything is for front-line victory"; In-depth mobilization was carried out, and the resounding slogan "We will give whatever the New Fourth Army wants" was put forward, actively supporting the army and supporting the front. First, actively supply daily necessities such as grain, oil and salt, tea, etc., and only an feng in Baoying County raised nearly 50,000 kilograms of grain; The second is to assist the troops in making ladders and other critical equipment; The third is to organize a stretcher team, raise more than 100 pairs of stretchers, and organize vehicles and ships to transport military supplies such as troops, migrant workers and guns and ammunition; Fourth, through various means such as standing guard, reconnaissance, sending letters, transporting the wounded, and directly participating in the war, we will assist the main forces in fighting. It was the enthusiastic support of Huaibao people that provided sufficient manpower and materials for the New Fourth Army, gave full play to the great advantages of the people’s war, and laid a solid material foundation for the victory of the Axle Campaign. In future operations, in order to effectively fulfill our military’s historical mission and strengthen our ability to win battles, we must persist in hiding our war capabilities among the state and the people, make overall use of various social resources, and give full play to the supporting role of social manpower, material resources, financial resources, especially scientific and technological strength in army building.