Pentium and Hongqi are closely related. They are both brands of China FAW, and Pentium is a sub-brand of Hongqi.FAW, as a leading automobile manufacturer in China, was formerly known as FAW Factory. Pentium brand was founded on May 18th, 2006, mainly producing SUVs and cars. On October 17th, 2018, FAW released the brand strategy of "New Pentium" and officially launched the new LOGO "Window of the World" and the brand-new English logo "Best".

The product line of Pentium brand is very rich, including FAW Pentium T55, Pentium T77, FAW Pentium T99, Pentium T33, pentium X40, Pentium T55, Pentium T55 Beef Bun Edition, FAW Pentium B70 and other models.

Hongqi, on the other hand, is an automobile brand directly operated by China FAW Group. Its products are divided into four series: L series, S series, H series and Q series. Among them, L series mainly locates high-end commercial vehicles, such as Hongqi L5. As the only E-class sedan in China, L series has served international conferences many times. H series is geared to the mass market, with cars and SUV models; S series introduced a pure electric concept sports car Red Flag S9; Q series focuses on commercial MPV models.

From the above introduction, it can be clearly seen that,Pentium and Hongqi are not only brands of China FAW Group, but also Pentium, as a sub-brand of Hongqi, has a close relationship with Hongqi.

　

Special feature of 1905 film network It was already eight o’clock in the evening when I met Mr. Huang Lei. He repeatedly said he was sorry, and kept wiping the sweat on his face and body. At that time, he had just finished the recording of CCTV6 "Today’s Film Review". He talked with the host Miao Yao for an hour and a half in the original eight-minute program. The studio can’t turn on the air conditioner in order to receive the radio. The high wattage spotlights and airtight rooms have harmed Mr. Huang, who is now broad-minded and fat, and his black T-shirt is soaked with sweat.

　

A friend who met Jing Tian once described her as "stunned", which I couldn’t fully understand before. Now I can feel something when I see Miss Huang. He wears ordinary clothes, combs ordinary hair styles, has no makeup, and is not as delicate and elegant as he was then, but he still can’t help sighing that he was definitely born to be an actor.

Huang Lei and Duoduo.

　

Teacher Huang, who gradually recovered, asked about the arrangement behind. After us, there was Lan Yu, the host of China Film Report, waiting to interview him to record Lan Yu Reception Room. Miss Huang, who has been too busy to drop water, suddenly muttered in a low voice: "I won’t see much when I go home tonight!" " In a flash, he regained his vitality and met our various requirements, as if that sentence was just my illusion.

Poster of Trouble Family

　

Trouble family— — The old director’s new debut

　

The Troubled Family, released on May 11th, is defined as Huang Lei’s "director’s old debut". In fact, he started directing TV dramas as early as 14 years ago, when he wrote, directed and acted, "Time flies", "Days are full of water" and "Singing at midnight" had good ratings and reputation. So The Troubled Family should be his film director’s debut.

"Time flies like water", "Tian Yisheng Water" andMidnightSong

　

Why did you re-direct the tube after 12 years? Teacher Huang concluded that there were external and internal causes: "The external cause was that I was working on a drama festival in Wuzhen at that time, and suddenly a friend came to Wuzhen to ask me if I was interested in directing this film. I watched the film and found it interesting. The internal cause may be just right, because at the present age, I suddenly feel that I can shoot this movie, I can express it, and I will shoot it. "

　

With the support of director Yamada, it is expected to make Troubled Family 2.

　

Recently, the Korean Wave has faded in China, and there has been a big gap in the film and television market. Many film and television companies have turned their attention to Japanese IP. However, many remakes have been restricted by Japan’s complicated and complicated copyright terms. For example, when Alec Su recently remaked The Dedication of Suspect X, there were many obstacles in copyright and script.

Alec SueditionThe dedication of suspect x

　

Teacher Huang recalled that the process of his remake was quite smooth. He thought that Japanese writers were very serious and needed to confirm their scripts before shooting, so he had to fly to Japan with the screenwriter to do the script work. But, after all, Yoji Yamada’s "Family Suffering" is relatively small, few people know it, and its influence is not as extensive as that of "Suspect", so there is no problem in copyright. Shooting started in November last year and took a month. The whole process went smoothly. Although the release time was changed once, it was because it was not finished in the later period.

Director Yamada attended."Trouble Family" Killing Conference

　

And in the process of remake, he also got the support of director Yamada. In December last year, "Trouble Family" held a press conference, and the 86-year-old director Yamada personally came to the scene to congratulate. Last month, Yamada’s "Family Bitterness 2" was shown to the audience in Beijing International Film Festival. Teacher Huang said, "Director Yamada is also quick, and he has already finished the second film. He also asked me that day if I wanted to shoot the second film. I said yes. I will shoot the first film first, so that everyone can check it out. If I feel good, I will shoot the second film. "

　

To show the sense of alienation of China’s family, the actor first looked for acquaintances.

　

Unlike Japanese films, mainland films do not have the tradition of family ethics films like Yasujirō Ozu, Yoji Yamada and Hirokazu Koreeda, and the genre of light comedies is even rarer. For this seemingly unpleasant theme, Teacher Huang thinks: "The Troubled Family is actually not a family theme, but a light comedy with a family as the starting point, or it can be called a tragicomedy. This type is rarely filmed in China now.In recent years, the domestic film market, in fact, is not called making movies, it should be called making large films, and there are relatively few small films. Moreover, most of them are crazy comedies that shoot hilarious jokes, with special emphasis on exaggeration and stylization, and few people use realistic means of expression."

Stills of "Family Suffering"

The original "Family Suffering" has a very strong Japanese flavor, such as male chauvinism, full-time housewives and so on. How to achieve localization in the process of adaptation, Mr. Huang responded: "In fact, in China’s family, like our parents’ generation, there are generally dual employees, no housewives, and there is no such thing as male chauvinism. Therefore, what we emphasize in this movie is not the theme of male chauvinism and the awakening of housewives.What we want to express is the sense of strangeness and alienation in Chinese families and the gap and distance between people in Chinese families caused by the inability to express."

Stills of Trouble Family

　

Regarding the selection of actors, Mr. Huang said: "Our remake is based on the frame of the story, some character relationships and a main event, so the appearance of each character has changed. The most important thing for me to choose actors is to be suitable. First of all, I think these actors are very good at acting. They are all acting directors, such as Li Liqun, a great old artist and a veteran. Another is that these actors are good at comedy performances, so there will be some different effects. Another is that I know them well, and I also look for acquaintances first.

　

Wen Qing can also be grounded, andSun Li"Unrequited love" together until the age of 60

　

On the surface, Huang Lei is now active in TV series and various reality shows, which seems to be a far cry from the image of Wen Qing created in April on Earth, but in fact, the Wen Qing spirit in his bones has never been broken, otherwise he would not have been brewing for five years and running for three years to establish Wuzhen Drama Festival, nor would he have performed a "Peach Blossom Garden in Secret Love" for 11 years.

Wuzhen Drama Festival

　

For Wuzhen, Mr. Huang said that he has had feelings for more than ten years. "I have many friends in Wuzhen, and I like that place very much, and Wuzhen has helped me realize many dreams, so my feelings are quite deep."

　

In 2006, the drama "Peach Blossom Garden" directed by Taiwan Province Lai Shengchuan landed in the mainland, and then Huang Lei, his wife Sun Li, He Jiong and Nana performed the play for 11 years. What made him persist for so long? Teacher Huang thinks: "The stage play has a long front, and a play can’t be performed well if it can’t be performed for a certain number of times. I have acted in the drama version of Four Generations under One roof before, but even the secret love lasted the longest, and I didn’t have the energy to take on other stage plays. "Secret Love" has been performed for 11 years, with nearly 500 performances. We want to perform 1000 performances.My wife and I have been on the stage for more than ten years, and we are very adapted to each other. We may continue to play like this until we are 50 or 60 years old."

Huang Lei and his wife in Peach Blossom Garden.

　

From the literary idol in the period of "Walking and Singing" and "April Day on Earth" when I first debuted, to the chef "Huang Kitchen" who has been grounded in recent years, why have people changed so much? Teacher Huang said: "This is all me, and it is all the real me. Only when I was young, there was no such thing as self-media, and the public mainly contacted us through works. Moreover, at that time, not only my works, but also the works of the whole era were more literary, so the impression you got might be more literary. Where did today’s "Yellow Kitchen" come from? Actually, I sent it to Weibo myself. I can’t write a poem when you say Weibo. I’ll send more meat in a pot. Maybe if I send too much meat in a pot, everyone will think you are grounded. Then you say …Is there more than one poem in life or more meat in a pot? I think there is more meat in a pot.. "

　

Life I yearn for has a second season, which is my favorite.mushroomWu family

　

In "The Life I yearn for", how did the "yellow kitchen" that can make cold noodles, cakes and even jump over the wall by itself come into being? Teacher Huang said: "I have never studied cooking specially, but I love food. I may be talented in cooking, because my father and mother cook well, too." Moreover, my hands-on ability is very strong, and I belong to the kind of hand that is very clever. I can cook, sew and repair electrical appliances. "

Reality show "The Life I yearn for"

　

Not long ago, the reality show "The Life I yearn for" was loved by many viewers, and Mr. Huang also promised that there would definitely be a second season. After participating in several reality shows, compare the partners who have cooperated in these programs — — The mushroom family, the extreme men’s gang, the father’s gang and the yellow combination are more important. Teacher Huang said: "In fact, we are a group of good friends in life, and we don’t divide which dial because of the program. Contact more familiar is the yearning for life, because He Laoshi and I have been good friends for many years. Another is Extreme Challenge. The six of us have been recording together for three seasons. Because of the long working hours, we have become good friends in life, and WeChat will keep in touch frequently. But "Where’s Dad Going?" We don’t have that much personal contact. I will have more contact with Yang Wei. If I go to work in Wuhan, we will all meet. Contact Lu Yi and Cao Ge on WeChat occasionally. Brother Wu Zhenyu, we have very little contact now. I think it’s actually that in the program, everyone has contact together, but then gradually there is less contact. Haiquan and I were buddies in life, but it wasn’t a program, that’s all. "

Industry evaluation of Dongfeng Warrior 917

It is necessary to give the Warrior 917 the title of special forces in the car circle. The pre-sale price of the Warrior 917 Xiaolong armor is 768-868,000 yuan. This is a joint version of the film created by Dongfeng Warrior Technology and Bona Film. Adopt many militarized designs. Painting of desert storm yellow, forging wheel hub with closed rotor. The front of the car is reserved with a searchlight installation position and a hood spotlight seat, which can be extended to install high-position spotlights. The windshield of the roof platform draws lessons from the design of the bullet-facing surface of military vehicles. The door scuff plate with the same color as the car body integrates the elements of firearms to protect the lower edge of the door. 917 Jiaolong Armor adopts extended-range power, with a maximum horsepower of 816 horsepower, and comes standard with an electric winch with K-MAN coil spring nitrogen reduction and 12,500 pounds of pulling force. Multifunctional spare tire bracket, flagpole extension and high-position brake light bracket, and 40-liter carbon fiber side hanging storage box are also reserved. C window hanging plate, which provides three fixing methods: hanger, screw hole and guide rail, and is compatible with oil drum bracket, sapper shovel, fire axe, tactical bag and fire extinguisher.

Multi-functional rear trailer hook, electric outlet of collection car, with maximum traction of 2.5 tons. You can tow the RV, motorcycle, yacht and other industries to evaluate Dongfeng Warrior 917!

Industry evaluation of Dongfeng Warrior 917!

China Consumer News Tianjin News(Reporter)Wu bofeng) On September 19th, the Automobile Evaluation Management Center of China Automobile Center (Hereinafter referred to as China Automobile Evaluation.The second media conference in 2024 was held in Tianjin. The latest evaluation results of China Intelligent Networked Vehicle Technical Specification C-ICAP and China Green Vehicle Evaluation Specification C-GCAP, as well as the recommended list of medium and large new energy cars in the first issue of CCRT Car Selection Guide, were announced at this conference.

In order to achieve a comprehensive evaluation of intelligent networked vehicles, C-ICAP technical regulations cover assisted driving, automatic driving, smart cockpit and information security. C-ICAP (version 1.1) mainly evaluates the auxiliary driving unit and the intelligent cockpit unit. In the driver assistance unit, the driving assistance items include basic driving assistance (mandatory item) and pilot driving assistance (additional item), and the parking assistance items include basic parking assistance (mandatory item) and memory parking assistance (additional item). The initial star rating of the auxiliary driving unit is determined by the score rate of required items. For vehicles with 4-star required items, if the score rate of additional items exceeds 85%, the final star rating can be increased by "☆". In the smart cockpit unit, professional evaluation is mainly carried out around three dimensions: intelligent interaction, intelligent escort and intelligent service in the car cockpit.

The evaluation results of six models were released, namely, Datong G90, Tucki X9, Deep Blue SL03, Tengshi N7, Wenjie M9 and Zhijie S7. According to C-ICAP (version 1.1), Tucki X9, Deep Blue SL03, Tengshi N7, Wenjie M9 and Zhijie S7 won "5 stars+"for driving assistance, Deep Blue SL03, Wenjie M9 and Zhijie S7 for parking assistance, and Tengshi N7, Wenjie M9 and Zhijie S7 for smart cockpit.

So far, C-ICAP (version 1.1) has released the evaluation results of 12 models. The implementation of C-ICAP (version 1.1) has played an important role in promoting the development of intelligent networked automobile industry. On the one hand, it provides experience for the implementation of relevant policies and standards, and serves the government industry management; On the other hand, it guides the development of enterprise intelligent networking technology and promotes the improvement of product performance. At the same time, the comprehensive and rich evaluation results also provide professional reference for consumers to choose cars, promote users to form rational cognition and guide scientific consumption.

In the low-carbon evaluation of C-GCAP, the evaluation results of eight models were released, namely, Datong G90, Tucki X9, eπ007, Extremely Fox Alfa T5, Volvo EX30, Hechuang V09, Weipai Gaoshan and Zhijie S7. According to C-GCAP (Trial Edition), the green performance of vehicle health, energy efficiency and low carbon were tested and evaluated, and the star ratings were evaluated respectively.

The evaluation results show that seven models, such as Tucki X9 and eπ007, received five-star evaluation for their health, six models, such as Chase G90 and Extremely Fox Alfa T5, received five-star evaluation for their energy efficiency, and seven models, such as Volvo EX30 and Zhijie S7, received five-star evaluation for their low carbon.

At the press conference, China Automobile Assessment also released "Insight into the Current Situation of Automobile Assisted Driving in China in 2024", which systematically summarized the application status of automobile assisted driving technology in China from the authoritative perspective of professional automobile assessment, and made in-depth interpretation and forward-looking analysis of various key development indicators.

Following the brand rejuvenation and upgrading of CCRT at the first media conference in the first half of the year, China Automobile Evaluation made new moves and released the first recommendation list of CCRT Car Selection Guide. The medium-sized and large-sized new energy car market is the first market segment investigated after the implementation of the new CCRT. Based on the sales volume and heat of the models in the market, 26 models were selected by China Automobile Evaluation. After consumer insight and user research, 9 recommended models were finally determined to be included in the first official consumption guide product "CCRT Car Selection Guide".

With the formal implementation of the 2024 edition of C-NCAP, C-ICAP and C-GCAP, the assessment of automobile safety, green and intelligence has reached a new level. At the same time, CCRT has been transformed and upgraded, which is closer to consumers. China Automobile Evaluation will actively play the role of professional automobile evaluation institutions and continue to push the automobile industry forward to the profound changes of great safety, intelligence and green. At the same time, we continue to pay attention to the characteristics of road traffic in China and consumers’ demand for car selection. Through independent, fair, professional and open testing and evaluation, we will be a good consultant for consumers to choose cars and promote the improvement of car quality and the application of new technologies.

Huawei has a new car again, this time it’s Zunjie. At present, Huawei’s cooperation with Cyrus has the best sales volume, and it has cooperated with BAIC to enjoy the world. The typical representative is that it has cooperated with Chery in the intellectual world. The recently listed R7 belongs to the intellectual world, and the cooperation with Jianghuai is Zunjie.

Unlike the previous cars, Zunjie’s models are extremely highly positioned and have basically been marked with full-size luxury cars. At present, some netizens have taken spy photos of Zunjie’s first car. According to the photos, its size is very long, with obvious long front and short rear design, and from the size of the door and the distance of the tires, we can see that it is at least a model with similar size, that is, a full-size car. Combined with the photos taken before, we can see that its front face is very close to the four-sided design of Rolls-Royce and other models. This design is generally not low, and the aesthetics of young people generally will not reach this level, so there are more. Of course, the photo also has a perspective of opening the front cover, and it can be clearly seen that it uses a range extender, so it is also a structure with a high probability, which also has an inherent advantage for business reception.

As for the configuration, there is no doubt that it is mainly a relatively high-end domestic car at present. It will have basically all the configurations you can think of, and it will also give you some completely leapfrog configurations. Of course, Zunjie is a smart car selection business that cooperates with Huawei, so it must have better performance in smart driving. Due to the current news, it will be listed next year. Therefore, Huawei’s ADS 3.0 high-order intelligent driving scheme will definitely be used directly. In addition, as we mentioned earlier, his competitor is the D-class sedan of the traditional luxury car, so its price will far exceed that of S9, and it will probably reach the price range of 600,000 to 700,000.

If it is an advantage, then it is close to the entry 2.0T version of the traditional luxury car, and it has obvious advantages in configuration and performance. To say the disadvantage, that is, whether the first car in Zunjie can be recognized by high-end users seems to be in doubt. Judging from the first model exposed by Zunjie, Huawei’s smart car selection model is very perfect at present. It focuses on SUVs in the world, and it focuses on household SUVs. It focuses on executive-class cars or business cars in the world, while the intellectual world is biased towards sports, and Zunjie is obviously more high-end. Then, do netizens think that this kind of car in Zunjie can be compared with the traditional Mercedes-Benz S-Class? Compared with other domestic brands of high-end pure electric or plug-in extended-range cars, is it worth choosing?

For a long time, people always associate China brand cars with the word "cheap", but in recent years, China automobile brands have developed rapidly. Many netizens left messages and wanted to see it. Today it came. The strength of the car still needs to be understood before we know, so let’s take a look.

Let’s look at the appearance of iCAR 03T first. The front face of iCAR 03T presents a calm design style and looks very solid. Headlights are very in line with consumers’ aesthetics and are very elegant in shape. The car is equipped with LED daytime running lights, front fog lights, automatic opening and closing, delayed closing and so on. Coming to the side of the car body, the size of the car body is 4380 mm * 1916 mm * 1741 mm. The car adopts hard-line lines, and the side wall feels very fashionable and simple. With large-size thick-walled tires, the shape is eye-catching. In the design of the rear end, the rear end looks very dignified, and the taillights present a delicate design style with angular shapes.

Sitting in the car, the interior presents a domineering and stylish design style with good visual effects. The car looks very good outside the steering wheel. It is equipped with manual steering wheel up and down+front and rear adjustment, steering wheel heating and other functions, and its practicality and face value are not bad. From the central control point of view, the design of the center console is reasonable, which makes the interior design quite layered and gives people a sense of domineering. Let’s take a look at the dashboard and seats again. The car is equipped with a cool dashboard, which highlights the trendy temperament. The car uses leather seats, equipped with auxiliary seats with memory electric adjustment, seat with memory electric adjustment, seat proportion down and other functions, which has good support and comfort.

ICAR 03T is 205KW, the total torque is 385N.m, and the maximum speed is 150km/h.

In terms of configuration, iCAR 03T is equipped with driving mode selection, remote control key, Bluetooth key, rear wiper, traction control (ASR/TCS, etc.) and HUAWEI HiCar support.

The iCAR 03T introduced today is not only eye-catching in space, but also the configuration has reached the mainstream level, and there is nothing to be picky about driving experience and space experience. If you are interested, you might as well experience it. I believe it can bring you a good experience.

Honda Tsubasa partner Mizuki Yamamoto.

　 　 1905 movie network news Kanae Minato’s popular novels, which have released more than 100 copies, will be put on the screen. The film will be directed by cutting-edge female directors Yukiko Mishima, and the two heroines in the film will be co-starred by Honda Tsubasa and Mizuki Yamamoto.

　

　 　 The novel Girl is a new work written by the author Kanae Minato after winning the 6th Bookstore Award. Two high school girls, Yu Ji and Dunzi, who have a dark side in their hearts, both have the desire and yearning to "see the moment of death with their own eyes". The producer Morikawa Shinji, who has been aiming at the cinematographic opportunity since the release of the original work, used Mishima director because he took a fancy to the texture presented in it. In "Girls", the dark side of high school girls’ hearts will be shown, and Mishima and Kanae Minato’s worldviews are very consistent.

The cover of the novel "Girl"

　

　 　 The film contains the impulsive theme that two female high school students "want to see the moment of death with their own eyes", so it is more appropriate for producers to consider choosing actresses who have passed the high school age when selecting actors. Yu Ji, played by Honda Tsubasa, helps to take care of her grandmother who has jazz status and dementia. She has always hated and disliked her left hand because it has been scarred by her grandmother for a lifetime. "So far, the roles I have played are very cheerful and optimistic. I am really a little uneasy about a character like Yuji, but I think this is an excellent opportunity. When Mr. Kanae Minato was filming, he said to me,’ You and Yuji are like ah’, which made me very happy." Honda Tsubasa said of the role.

　

　 　Mizuki Yamamoto plays Dunzi, who has been abused in the past. Because of excessive anxiety, if he comes into contact with malicious people, he will have hyperventilation symptoms. Like Honda Tsubasa, Mizuki Yamamoto is uneasy about challenging such a gloomy role. "This role will have different emotional expressions, which makes me feel deeply stressed. However, individuals like suspense works very much. This novel "Girl" contains human flavor in suspense elements and is very much looking forward to it. "

　

　 　 Honda Tsubasa and Mizuki Yamamoto have worked together for three times in Antang Robot and Love for Zhong, etc. For the two who have worked together for four times, producer Morikawa said: "It is better to choose girls who have passed that age and have experience at that age, and they can be more truly expressed when they move from girls to mature women." And Kanae Minato for the casting of these two people is also greatly appreciated.

　

　 　 It is reported that "Girl" will be released in Japan this autumn.

1905 movie network news　Today, the first poster of the movie "Flying Life" directed by Han Han, which will be released on the first day of 2019, exposed the brand-new racing driver image of Shen Teng. Shen Teng, dressed in a white racing suit, jumped up and rushed to the camera, looking determined and seemingly domineering, but he was betrayed by the huge word "seeking sponsorship" on his chest, with a surprise contrast and a cold humor, which made people laugh.

This time, Shen Teng plays an "out-of-date car god" in the movie. Surprisingly, Shen Teng is actually a racing enthusiast in his private life. He not only has a racing driver’s license, a drifting certificate and a rally qualification certificate, but also studied racing under Han Han’s apprentice. What kind of sparks will collide between the two people with deep roots for the first time, which is quite expected.

　

I used to be handsome and rich, but now I’m too tired.

"The Richest Man in Xihong City" Shen Teng Competition "Seeking Sponsorship"

Shen Teng, the "richest man in Xihong" who has just experienced a luxurious life, has transformed himself into Zhang Chi, a down-and-out racing driver in Flying Life. In the movie, Zhang Chi changed from the five-time champion of the car world to the fat uncle of fried rice. He was bent on fighting back from the Jedi and recreating his days of our lives, only to be severely hit in the face by reality, and there would be a series of unexpected dilemmas waiting for this out-of-date car god.

From the first poster exposed today, it can also be seen that Zhang Chi’s comeback in the movie is indeed full of twists and turns, with desolate racing lanes, worn and smoky racing cars, and most notably, his racing suit is impressively written with "seeking sponsorship" and a series of mobile phone numbers, which makes people sad and funny. The serious and funny style of painting is very consistent with Han Han’s consistent humorous style, and it also makes people more curious about the comeback of this out-of-date car god.

　

Become attached to Han Hanyin’s racing car.

Shen Teng revealed: If you don’t act, you may become a racing driver.

Previously, many netizens expressed great surprise at the setting of Shen Teng as a racing driver. Shen Teng and racing seem to have nothing in common, but unexpectedly, Shen Teng, who looks like a Buddhist, is actually a real racing enthusiast in private. He not only holds a racing driver’s license, a drift certificate and a rally qualification certificate, but also said in an interview that "he may become a racing driver if he doesn’t become an actor", which shows his love for racing.

What is even less well known is that Shen Teng has a deep relationship with Han Han in racing. It turns out that Shen Teng studied racing with Han Han’s apprentice in his early years. This time, the two people who are keen on comedy and racing will work together, which is bound to add enough horsepower to the punch line and ignition point of the film. In addition to Shen Teng, other movie stars also held racing training in succession, trying to show the professional side of the racing driver while showing joy, while Johnny, who also plays the top driver, entered the state more quickly and was praised by the coach as "having a good sense of car". This time in the movie, what kind of funny stories will be collided by several masters on the field, which is quite expected.

　

"Flying Life" is directed by Han Han, starring Shen Teng, Johnny, Andrew, YIN FANG, Tian Yu, Tengger singer, Zhao Wenxuan, Zhang Ben Yu and Liu Shuailiang, and will be released nationwide on the first day of 2019.

This is the familiar Guangzhou Automobile Aion S, and it is also the model used by most taxis in Guangzhou.

Thanks to ample space, excellent comfort and low price, Aion’s compact car Aion S and compact SUV Aion Y have not only become the first choice for taxis in Guangzhou, but also the first choice for online car rental companies in Shanghai, Hubei, Jiangxi and other cities.

High cost performance, stable quality, large space and exclusive network car once became the label of Ai ‘an. Therefore, when Ai ‘an launched a new brand "Haobo" and released a million-level super-running "SSR", my heart was full of questions:

Is this span a little too big?

You know, the seemingly low-key GAC Ai ‘an has firmly established a market of 100,000-200,000. In the sales ranking of new energy car companies from January to June this year, GAC Ai ‘an won the third place with sales of more than 200,000 units, which not only surpassed Wuling, but also surpassed a number of new car companies, second only to Tesla.

Many people don’t understand: under the premise that the sales volume is already so optimistic, why should GAC Ai ‘an give up its original brand influence, create a new brand Haobo, and even build a super sports car that seems to be unattended?

The sweetness and sadness of "the king of the network car"

Although LI’s Zhou Du sales list never included GAC Aeon, GAC Aeon is an out-and-out "new force" in the field of new energy vehicles.

Moreover, the growth rate of Ai ‘an is extremely fierce-according to Xiao Yong, deputy general manager of Ai ‘an, the annual sales target of Guangzhou Automobile Ai ‘an in 2023 is 500,000 vehicles, with an impact of 600,000 vehicles. In LI, where the public opinion is very loud, the CEO Li Xiang’s forecast for sales in 2023 is 300,000 vehicles.

According to the published data, the sales volume of GAC Ai ‘an in 2019, 2020, 2021 and 2022 reached 42,003 vehicles, 60,033 vehicles, 120,155 vehicles and 271,156 vehicles respectively-almost doubling every year.

Along with the rapid increase in sales, there is also the revenue capacity of GAC Ai ‘an.

Similarly, from 2019 to 2022, the revenue of Guangzhou Automobile Ai ‘an was 5.234 billion yuan, 7.61 billion yuan, 17.265 billion yuan and 38.703 billion yuan respectively-Ai ‘an’s revenue has accounted for 35% of Guangzhou Automobile’s total revenue, making it the next development engine with great potential.

Behind the sharp increase in sales and revenue, GAC Aian is facing sweet troubles: the main sales models Aion S and Aion Y are low-end models of 100,000-150,000 yuan, accounting for about 90% of the sales of all models.

In the whole year of 2022, the sales volume of Ai ‘an Aion S bicycles was 116,332 units, which was very close to Tesla Model 3；. Aion Y sold 120,585 units in the whole year, ranking fifth in the sales list of new energy SUVs.

Although Aion S and AIon Y can be regarded as explosions, GAC Aian is trapped in two major dilemmas: First, the high proportion of network cars is not conducive to the development of C-side business; The second is to take the cost-effective route, and the profit space is limited. In 2021, for example, 43% of the annual sales of 127,000 vehicles in Ai ‘an came from the B-end market, of which 63% of the new cars of AION S were put on the B-end, and AION Y also had 20.33%.

In addition, according to relevant data, the average sales prices of all models in Ai ‘an are 125,000, 127,000, 144,000 and 143,000 from 2019 to 2022, respectively, which makes the profit margin of Ai ‘an extremely narrow.

Therefore, Ai ‘an urgently needs to break through upward, get rid of the strange circle of exchanging price/performance ratio for the market in the low-end price range, and at the same time, get rid of the image of online car rental to attract more ordinary consumers.

However, the high-end road of the brand is not smooth.

The price of the medium and large SUV Ai ‘an LX, which is positioned in the middle and high end, is 28.66-46.96 million. However, this car has not been greatly redesigned and iterated since 2019, and its competitiveness is insufficient in the fierce competition environment.

LX has not caused a splash in the market, and the current situation that the main sales models of Ai ‘an are concentrated in 100,000-150,000 has not been alleviated. Therefore, despite the rising sales volume, the loss of Ai ‘an seems to have never stopped: the loss in 2021 was 1.398 billion yuan, and the loss in the first half of 2022 exceeded 1 billion yuan.

However, objectively speaking, burning money in the early days of brand birth has become a normal phenomenon in the industry: in 2022, Weilai’s net loss was 14.4 billion yuan; Xpeng Motors’s net loss was 9.14 billion yuan. In contrast, because Guangzhou Automobile Group shared some of the burdens of research and development, marketing and other parts of Ai ‘an, the loss of Ai ‘an was not exaggerated.

Referring to Tesla’s successful experience from loss to profit, there are only three things that GAC Ai ‘an needs to do: First, improve production efficiency and vertical integration ability, reduce costs and increase efficiency; Second, the core technology is self-researched, and the premium is improved with the improvement of product strength; The third is to increase the average selling price and increase the profit margin.

Refer to the styles of Geely, BYD and SAIC: Since the price and positioning of this brand are difficult to be high-end, why not independently create a new brand to rebuild its image?

In this way, the accumulated technology also has a new soil to take root and sprout. And this is the original intention of the birth of the "Haobo" brand.

Million-class super-running, proving the upper limit of technology

If we talk about technology accumulation and technology accumulation, GAC Ai ‘an can definitely rank among the top domestic car companies.

As the first car company to abandon "oil to electricity", Ai ‘an launched its first pure electric platform AEP 1.0 as early as 2017. In 2019, Aeon launched AEP 2.0. Thanks to highly integrated parts and excellent body design, the "axle length ratio" of Aion S, Aion V and other models using AEP 2.0 platform reached 61.7%, surpassing Tesla Model 3.

When the time came to 2022, Aeon launched a brand-new platform of AEP 3.0, and when it first arrived, it was a big breath: Aeon said that AEP 3.0 technology completely surpassed Tesla.

Whether we can surpass Tesla or not is a question mark for the time being, but the new platform of Ai ‘an is really strong. Similar to BYD’s E-platform 3.0 and the vast SEA platform, this is a masterpiece of Aeon technology, and it has strong strength in three aspects: electricity, intelligence and control level.

For example, in order to prove himself, the first model to use this platform turned out to be a super sports car with a price of more than 1 million-HyperSSR.

More importantly, this supercar belongs to the high-end brand "Haobo" of Ai ‘an. Without the prefix of "Ai ‘an" and a new logo, Ai ‘an’s second high-end campaign was officially launched.

It’s nothing new for brand-new brands to show off their technology and strength by super-running. Weilai also made headlines in the world’s major media through EP9 in its early days. From the paper parameters, Haoplatinum SSR is definitely a qualified supercar.

For example, through self-developed electric drive technology, SSR’s acceleration time of 100 kilometers is only 1.9 seconds, and its top speed reaches an astonishing 300 km/h.

For another example, the comprehensive horsepower of SSR reaches 1225 PS, and the highest acceleration can reach 1.7 g. And the 100% carbon fiber cover of the car body further lightens the vehicle …

Compared with Weilai EP9, Haobo announced that SSR will be mass-produced this year-the official announced that a dedicated production line has been built, and all dimensions are extremely mature.

Being able to mass-produce is a very important indicator, and Haobo also proves the upper limit of AEP 3.0 platform through this, and these technologies have the ability of backwards compatibility.

Therefore, the second product of Haobo brand, Hyper GT, is not surprisingly priced in the range of 200,000-300,000, and directly enters the hinterland of popular models such as Model 3, Extreme Krypton 001 and Weilai ET5.

Hyper GT of sword finger Model 3

At the beginning of July, Hyper GT officially announced the price range: 21.99-33.99 million, and the new car was also born from AEP 3.0 platform.

Although it is a newly born brand, Hyper GT has almost the most popular and mainstream technology at present, and it has achieved a comprehensive achievement-not only the power exchange version, the 800V high-voltage overcharge version, but even Haobo has equipped this car with a "rotor door".

The new brand Haobo, which changed its new logo and redesigned its exterior and interior, not only caught up with the first echelon in its internal technology, but also had a quite high-end image in terms of appearance and interior design.

For example, the extremely low and smooth body lines create a sports car-like visual feeling of elegant movement, and the "rotor door" that often only appears on the super-run is also very individual and recognizable. It is a very important thing to design a pure electric car without being heavy. After Tucki P7, almost no pure electric car can have such a smooth and dynamic shape.

The interior is the same, the style is elegant and high-grade, and the color tone selection, material application and layout of various elements look pleasing to the eye. Although the appearance of this car is somewhat domineering, the interior is advanced.

Without the brand restriction of Ai ‘an, Haobo can safely and boldly give Hyper GT the best three-electricity technology and intelligent level.

The rear axle motor of Hyper GT has a maximum power of 250 kW, a maximum torque of 430 N.m and an acceleration of 4.9 seconds per 100 km. A single motor has surpassed the power of some dual-motor models of car companies, and also greatly exceeded the maximum power of the Model 3 rear-drive version of 194 kW.

This is also one of the most powerful motors among the new domestic car companies, and the long-term technical accumulation of GAC has finally been released.

While the acceleration performance is strong, the energy consumption control of Hyper GT is also excellent. The official CLTC battery life of the model equipped with 80.1 kWh battery pack reaches 710 km, and the official average power consumption per 100 km is only 12.7 kWh, which is very close to the 12.5 kWh of Model 3-but the Hyper GT exceeds Model 3 in both size and seating space.

The top-equipped and sub-top-equipped overcharged models not only support the ultra-fast charging of 800 V and 480 kW. Compared with the maximum charging power of 240 kW of most car companies, this performance also belongs to the excellent level of domestic car companies.

The Hyper GT is positioned as a "young man" and has also made great efforts in handling: in hardware, the suspension with front double wishbone and rear five-bar linkage is a standard sports car layout, and AICS intelligent chassis, ne-box brake-by-wire system, DMC dynamic torque control unit, ASTC intelligent active steering stabilization and DTCS direct-drive torque control systems combine software and hardware, with the goal of making the handling feel better.

The drag coefficient of Hyper GT 0.197 is also the lowest in the world’s mass production cars, even exceeding the 0.20 of Mercedes-Benz EQS.

In addition to the fierce "stacking" of the three power plants, the intelligent part of Hyper GT has also caught up with the mainstream. In addition to the platformization of the car body, Ai ‘an has also developed the latest "Spirit Architecture", pushing the electronic and electrical architecture to the latest generation.

In the key intelligent driving field, Spirit architecture uses Huawei Shengteng 610 high-performance chip, with a computing power of 400 TOPS, and the maximum computing power can be extended to 2000 TOPS. In the cockpit domain, Spirit architecture is also compatible with Qualcomm Snapdragon’s 8155 and 8295.

Compared with the previous generation electronic and electrical architecture of GAC, the computing power of Spirit architecture is increased by 50 times, the data transmission rate is increased by 10 times, the wire harness loop is reduced by about 40%, and the number of controllers is reduced by about 20. Moreover, the data transmission rate is increased by 10 times by being equipped with high-speed vehicle Ethernet, and hardware plug and play is realized.

On the top of Hyper GT, the intelligent driving hardware is: two laser radars, 12 cameras, 6 millimeter waves and 1 infrared night vision camera, which has the ability to realize high-speed/city navigation-assisted driving.

Obviously, GAC, which has advantages in traditional hardware, has paid more and more attention to software research and development. Jiang Jianshan, chief ICV engineer of Guangzhou Automobile Ai ‘an R&D Center, once said:

"Simple hardware stacking can’t really achieve safe and intelligent driving, and software algorithm ability is the key to winning."

Therefore, there are currently more than 2,000 software developers in Ai ‘an, and the R&D team accounts for more than 50%. Obviously, it can be seen that Hyper GT embodies all the expectations and efforts of GAC, and all the technologies and reserves are unreservedly given to this expected vehicle.

Ian, hopefully becoming the next BYD.

In October last year, GAC Ai ‘an completed the A round of financing, with a total amount of 18.294 billion yuan. After the financing is completed, the total direct and indirect shareholding ratio of GAC Group will be changed from 93.45% to 76.89%.

In this regard, the valuation of GAC Ai ‘an will also exceed 100 billion yuan, making it the highest valuation of domestic unlisted new energy automobile companies exceeding 100 billion yuan.

In just over a year, GAC Ai ‘an has completed various tasks such as asset and personnel reorganization, mixed reform, share reform and A-round competition, and its efficiency is as high as that of private enterprises.

After the completion of the mixed reform, GAC Ai ‘an has also introduced a large number of strategic support and industrial cooperative investors, and it has become more dynamic than before.

For example, in the power battery, Ganfeng Lithium Industry, Hanrui Cobalt Industry, Hanhui Capital and Keda Manufacturing were introduced; In chip design and manufacturing, SMIC and Yuexin Semiconductor are introduced. China Communications Capital was introduced for the coordination of intelligent driving vehicles and roads, and Southern Network Nengchuang and State Grid Yingda Industrial Fund were introduced for the energy ecology of charging and replacing electricity.

Even in terms of media and business collaboration, GAC Ai ‘an also introduced CCTV Financial Media Fund, Guangwu Holding Group and Lingnan Business Travel Group.

One hand is responsible for holding hands and working closely with leading enterprises in the industry to introduce investment; The other hand is responsible for clenching the fist, which improves the priority of self-research ability and vertical integration ability.

Therefore, in addition to self-research, GAC Aian also actively invests in R&D enterprises to build its own ecological chain, such as Juwan Technology Research, Ruipai Power and Inpai Battery, which are enterprises around batteries and electric drives.

When you see this, you will find how similar Ai ‘an and BYD are: from financing to investment, from investment to ecological chain building. The purpose is to ensure that technology is not backward and that the supply chain is not subject to people.

Guangzhou Automobile Group and Guangzhou Automobile Research Institute behind Guangzhou Automobile Ai ‘an also provided it with a lot of R&D, manufacturing and manpower support, which is also the core point why this enterprise can quickly stand firm in the new energy field.

And "Haobo" is to Ai ‘an, just as "Tengshi" or "Looking Up" is to BYD-only by breaking through to the high end, the flywheel of benign development will continue to rotate.

Text | Entertainment Capital Theory is not empty

A letter of complaint revealed the true appearance of the hot water and corpses of the snack industry.

On December 6th, according to the report of Red Star Capital Bureau, the "No.1 high-end snack" boutique shop formally filed a lawsuit against Yichun Zhao Yiming Food Technology Co., Ltd. (hereinafter referred to as "Zhao Yiming Snacks") in the people’s court on November 27th on the grounds of "concealing important matters of the company and damaging the right to know of minority shareholders". At present, the court has accepted the case.

At this point, the first shot of high-end brand snack merchants and discount snack shops officially started.

According to earlier news, the competition between the two forces has long been revealed. By "concealing the company’s major events", Liangpin Store refers to the merger that happened at the discount snack track. In November this year, the two leading players of discount snacks were very busy and Zhao Yiming Snack Store announced the merger, which will jointly build the largest discount snack brand in China, and the industry power should not be underestimated.

However, Liangpin Store, as one of the shareholders of Zhao Yiming Snacks, was hastily "parted" by Zhao Yiming Snacks, but was informed of its merger with its competitors. A good shop that suffered from "backstab" went to war with a paper book.

The discount snack shop with "low price" as the spear has become the strongest force in the snack track and entered a period of rapid expansion. Snacks are very busy. In the first half of this year, 1,000 stores were added. Another snack brand, Youming, also announced that the number of stores will exceed 16,000 in 2026.

After the cost performance has become the key driving force of consumption, the outward expansion of discount snacks is also frequently putting pressure on high-end snacks, which have to fight back through structural price reduction. On November 30th, Liangpin Store implemented the largest price reduction in 17 years. The average price of its 300 products was reduced by 22%, with the highest drop of 45%. Online celebrity Snacks Three Squirrels has been playing the strategy of "high-end cost performance" since last year.

At one end, it is a snack shop that is expanding at a low price, and at the other end, it is a high-end snack brand that strives for survival at a low price. The snack track with accelerating low-price competition is facing a brand-new battle of survival torture.

01 Online channel dividend peaked, and high-end strategy failed.

The well-known snack brands in online celebrity, such as the "Big Three Snacks" represented by "Good Shop", "Three Squirrels" and "Herb Flavor", either started during the bonus period of e-commerce or took advantage of the outlet of entertainment marketing to describe a similar development vein.

Three squirrels, born in the period of rapid development of e-commerce, have sprung up with low-cost online e-commerce channels and quickly occupied the category of nut snacks. Subsequently, the three squirrels used entertainment marketing as a lever, including signing TFBOYS endorsement, launching and implanting in the annual explosion of "Ode to Joy" and other film and television comprehensive, further amplifying the brand influence.

Since 2010, the investment in online marketing has also increased year by year. On the one hand, Baicaowei’s efforts in spokesperson marketing and popular film and television comprehensive delivery are not far behind. From official announcement of Jackson Yee to cross-border variety shows, it takes advantage of the entertainment topic to enhance brand awareness; On the other hand, Baicaowei has also begun to build a communication position on social platforms, and has been deeply cultivating its content on younger social platforms such as bilibili and Xiaohongshu.

While effectively opening up the brand volume, marketing investment has also brought some pressure on product pricing. Coupled with the pursuit of fine packaging and design, under the superposition of various factors, snack brands that once opened the online market at a low price began to anchor the "high-end upgrade" route, and prices also rose with the trend.

Until 2021, with the peak of online traffic, several snack brands on the deep cultivation line were in trouble one after another.

On the one hand, the cost of online traffic has soared, and the conversion effect is no longer radical. Snack brands nourished by online channels are naturally the first to bear the brunt. According to the financial report data, the performance of the three squirrels has declined year after year. In the third quarter of this year, the revenue of the good shop decreased by 4.53% and the net profit decreased by 98%.

A snack brand revealed to the chopped pepper that, in fact, double 11’s big promotion is often "making money at a loss" for the brand, and there is not much room for profit. The real appeal of the brand’s painstaking efforts is actually the list recommendation mechanism in Taobao Station, with the help of list traffic to store water for the subsequent New Year Festival. Leisure snacks are cyclical products, and the profits of the three giants who position high-end snacks often come from the demand stimulation of big nodes.

On the other hand, the vertical snack brand, which emerged from the live e-commerce, successfully divided the market share with the logic of big single product and launched an attack on the good shops. Wang Xiaolu, with a tiger skin wind claw, sold out all the goods for the New Year Festival when she first boarded the live broadcast room in Li Jiaqi. Since then, she has become a frequent visitor to the live broadcast room. Wei Long, relying on a 50-cent spicy bar, frequently went out of the circle and occupied the snack list of consumers’ daily life scenes.

Contrary to the logic of big single products, it is the whole category snack brand represented by good shops. This kind of brand is rich in SKUs, trying to meet the diverse purchasing needs of consumers and better matching the strong demand for holiday gifts, but it is difficult to enter the normal consumption scene.

At the same time, the operation mode of the snack giant OEM has also laid a lot of hidden dangers for it. The snack brand with OEM as its main logic failed to build a perfect supply chain system, which not only lost the control of product quality, but also further lost its core competitiveness.

02 The offline channel is flourishing, and the horse race is threatening.

Different from the micro-situation of online channels, offline channels began to release vitality.

During the three years of the epidemic, the closing tide of large supermarkets and shops won a better opening point for snack supermarkets, further releasing the offline consumption power. According to Euromonitor statistics, the market size of the snack food industry reached 482.3 billion in 2022, and the e-commerce channel has developed rapidly since 2012. However, the offline market is still the main channel for the circulation of snack foods, with supermarkets accounting for 39.7%, becoming the most important purchase channel for snack foods.

As a fast-moving consumer goods, offline scenes face consumers directly, which is the natural center and contact point of snack circulation. Compared with the long-term online consumption pattern, the snack mass-selling stores that radiate in the radius of consumers’ activities and go deep into the community and supermarkets have a unique advantage of reaching. In other words, in the leisure snack track, consumers are more dependent on channels than brands.

More importantly, the survival mode of the foundry not only failed to help the three giants of snacks build a moat of products, but also made them fall into the quagmire of quality frequently. Discount snack shops and snack discount stores, which also focus on white-brand products, take advantage of price to achieve overtaking in corners through offline channels.

On the basis of the business model of temporary discount stores, snack hypermarkets further tap the potential of supply chain.

The most critical action is to master the initiative of supply chain. Different from the deep binding between discount stores and brands, snack hypermarkets decided to streamline the supply chain, remove the shackles of brands, sell white-brand snacks directly, and use low-price strategy to promote scale expansion, and then put pressure on upstream brands.

Compared with the high-end snack brands that hold high and play high, the large-scale snack mass-market stores with white snacks choose to break through the sinking market, forming obvious regional characteristics. Snacks started in Changsha, Hunan Province, and through intensive regional expansion, the number of stores exceeded 2,000 in five years. Zhao Yiming Snack Shop, which emerged in Jiangxi, has been deeply cultivated in Jiangxi, Anhui, Guangdong and other regions, and the momentum should not be underestimated; The Sugar Nest, which rose in Ran Ran, Xiamen, is located in coastal markets such as Guangdong and Fujian, and has more than 1,000 stores.

The sinking of snack discount stores has reached counties, townships and other areas, which is close to the blank market of big-name snacks. Snacks are Busy Brand Director Cao Meng revealed in an interview that snacks are busy and have more than 300 township stores.

The consumption increment of the sinking market and the scale effect of snack supermarkets help them win the advantage of supply chain, and further have the premium ability with brands, and brands begin to move closer to snack supermarkets.

Gan Yuan Food, a snack food company, has established cooperation with snack distributors such as Busy Snacks, Zhao Yiming, Youming Snacks, and Wife Adults. Yanjinpu’s financial report shows that snacks were very busy in 2022, and the system opened Wal-Mart with sales of 211 million yuan, becoming Yanjinpu’s largest customer; This year, Wei Long set up a business department to connect the discount channels for snacks, and plans to launch "customized channel packaging" and an independent price system.

In addition to traditional snack selling, prefabricated and instant food has also begun to tilt to the discount snack channel. The boundaries of snack chain brands are constantly expanding, and even the market share of traditional small shops and convenience stores is constantly being tested.

The "staking the ground" under the online snack discount store is particularly fierce.

"A small county town can open seven or eight snack shops in two months." Guo Can, a busy snack franchisee, joined a joint venture with his friends in May this year, and was busy with snacks, starting his first business. "I did my homework before joining, and I said that I would earn more than a thousand dollars a day, and I would be able to return to my book in one and a half to two years." What Guo Can didn’t expect was that just half a month after her opening, two similar shops appeared on the same street. "I directly separated more than half of the customers. According to this trend, I can’t return to this in three years."

Site selection is the key factor to determine whether franchisees can make profits. "Generally speaking, the surrounding areas of schools and communities are advantageous points, and the matching customer base is more accurate." However, there are many loopholes in the implementation of regional protection policies in snack supermarkets that have accelerated into the expansion stage. "Some brands will make it clear that there will be no same brand stores in the adjacent areas, but there are too many similar snack shops to control at all."

In Guo Can’s view, snack shops seem to be a simple business model, but they have invested a lot of money. According to a rough calculation, Guo Can has invested more than 900,000 yuan in just a few months. "The initial fee is 50,000 yuan, the deposit is 30,000 yuan, the decoration fee is 120,000 yuan, the shelf cashier equipment is 140,000 yuan, and the stock preparation is more than 200,000 yuan. These are all part of the initial investment."

In fact, behind the seemingly prosperous business of snack shops, the profitability is not impressive. According to the company’s announcement and official website data, the comprehensive gross profit margin of the stores with busy snacks and preferred snacks is only 18% and 22%, while the gross profit margin of the e-commerce business of good shops can reach 24%.

After the blind expansion of snack collection stores, the whole industry will also usher in price wars, store closures and major reshuffle. After tearing open the market through price, snack shops need to face long-term problems such as brand store operation and supply chain management, which is also an all-round test of enterprise operation and management.

03 Accelerate the integration, strengthen the brand, and the snack industry enters the reshuffle period.

In the path of rapid replication, expansion and rise of snack shops, the old diseases of fast iteration, strong reproducibility and no high product threshold of snack track are exposed.

"online celebrity snacks have a fast iteration speed. Once the products are developed and verified by the market, they will be copied by many parties and then fall into the dilemma of price comparison." An industry person sighed so much about chopped pepper. Low price is indeed one of the tried-and-true strategies to accelerate brand expansion, but from the long-term development of the brand, it is not the sustainable development path of the brand to continuously reduce prices and squeeze profit space.

The dependence of the snack industry on offline channels has been continuously verified. After the price war, the snack industry will usher in a competition and competition on the scale of the offline market.

Players of discount snack brands speed up the integration, make strong alliances through mergers and acquisitions, especially focus on the expansion of sinking market, and strengthen brand awareness while expanding market share. The strategic merger between Snacks Busy and Zhao Yiming Snacks in November is one of the signals. After the strong alliance, the number of its stores and their respective advantageous areas have also been merged. In fact, this is not the first merger of snacks. As early as the first half of this year, snacks were busy and they announced a strategic investment "just goods shop" to jointly develop the national market.

Wanchen Group, a food enterprise, acquired five brands of discount snacks in one breath in October this year, and merged the four brands of Lu Xiaochan, Yadi Yadi, Haoxianglai and Laiyoupin into "Haoxianglai". At the same time, Wife, a chain of discount snacks in Zhejiang, was formally merged into Wanchen Group.

Online snack brands have also begun to tilt toward offline channels. This year, good shops have accelerated the expansion of offline stores, and deliberately resisted the impact of offline channels of discount snack shops with the model of super-thousand-flat stores. Baicaowei has returned offline since 2019. Up to now, Baicaowei has exceeded 100 offline stores nationwide, accelerating the omni-channel integration of online and offline.

Predictably, the format of discount snack shops will not stay in the Warring States period. With the outward expansion of regional brands, the snack chain track will usher in the birth of a strong one.

On the product side, the quality moat is increasingly important for snack brands.

In the snack track where the iteration speed is accelerating, the shortest path for quality breakthrough lies in the outbreak of large items. Because of this, Wang Xiaolu has continuously increased the investment in tiger skin and wind claws, and Wei Long has continuously innovated in the category of spicy strips. While intensively cultivating large items, strengthening quality control is a top priority. After the tiger skin claw was verified, Wang Xiaolu did not hesitate to invest 1 billion yuan to build his own factory. Its purpose was to control the initiative and core competitiveness of the supply chain and maintain the leading edge of the category through strict quality control.

The snack industry, whose market structure is constantly changing, has also ushered in the era of brand power competition, and strengthening brand power has become the industry consensus.

For a long time, as a fast-moving consumer goods, snack brands have strong substitutability and insufficient brand power, which can not stabilize consumers’ cognition and stickiness, resulting in continuous impact and restructuring of the industry. Therefore, snack brands have attacked on the marketing side to build core brand power.

On the one hand, it is still one of the effective means to broaden brand awareness by entertainment marketing. In April this year, the snack was busy, and the official announced Zhang Yixing as the brand spokesperson, taking advantage of the voice of the spokesperson to strengthen brand building. Vertical snack brands such as Wang Xiaolu and Wolong Nuts have also increased the comprehensive content of TV dramas, taking advantage of entertainment topics, strengthening brand building and building brand influence.

On the other hand, user recognition and planting grass have also become an important part of building brand power. Snack brands put more emphasis on getting close to young consumers, and deepened their content around social media platforms such as Jikuai, Xiaohongshu and Weibo. Covering young consumer scenes has become a brand layout trend. The "Xiaolongren", who is often active in the comment areas of major social platforms, has paved the way for Wolong nuts to go out of the circle and become the best "golden father" in consumers’ hearts through social media marketing.

Generally speaking, the future of the snack industry is still full of many uncertain factors: the other side of the discount snack shops is the dilemma of homogenization competition, and online celebrity snacks have been deeply involved in the Internet all the year round but neglected the cornerstone of supply chain construction. The competition between these two forces has not yet been concluded. What is certain is that under the industry competition, snack brands are also speeding up their thinking, making up the shortcomings in brand power and product innovation ability, and looking for a sustainable development path.