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　　This is a young man’s play,

　　This is a drama of young people’s martial arts dreams.

　　Martial arts dramas don’t follow the "local spirit", but they go straight to the soul.

　　Young people’s youth, love, fantasy, liveliness, rhythm and bright thinking can all be derived from a drama. In 2020, the new version of CCTV’s "Two Prides" is a smart and beautiful martial arts world for young audiences.

　　This Spring Festival is a bit special, and finally young people who are not easy to stay at home for so long, let’s chase a drama together. Since its launch, "Double Pride" has been outstanding, and has won many praises from both inside and outside the industry. So, what is the reason that makes it so popular? What’s the secret of its popularity?

　　First, the martial arts narrative: Young people in every era have a little fish and Hua Wuque in their hearts.

　　In 1966, the novel "A Double Pride", which was first published in Taiwan, China, became a wonderful book among martial arts novels, enjoying a good reputation in the Chinese world. Every time it is adapted into a film and television work, it becomes a film and television feast that people can see at a glance.

　　In fact, every era will contribute the best actor resources to create the "Double Pride" and its characters belonging to that era. Among them, the most attractive one is Hua Wuque.

　　In 1988, Tony Leung Chiu Wai, as a "wireless five tiger general", played the role of Little Fish in the TV series "Two Prides in a Family" produced by Hong Kong, China TV Broadcasting Co., Ltd., which was his early success. Wu Dairong, a newcomer, plays the role of Hua Wuque, which has captured the hearts of many audiences with the elegant temperament of a gentleman in white and a well-proportioned tree. So far, there are still many "flower fans" who think: "After Wu Dairong, there will be no more playboys."

　　In the 1992 film version of "Two Prides in a Family", Andy Lau starred in Little Fish, while Brigitte Lin disguised herself as a man and played Hua Wuque, giving people a different movie-watching experience. I’m afraid Jimmy Lin and Alec Su starred in "Two Prides in a Family" in 1999 and Dicky Cheung and Nicholas Tse starred in "Little Fish and Hua Wuque" in 2005, which made the mainland’s post-70s and post-80s generations remember deeply.

　　Jimmy Lin’s baby face makes the tricky and clever little fish come alive. Even the scar on the little fish’s face is alive and smart under Jimmy Lin’s interpretation. Alec Su, who once appeared in the hit drama Princess Huanzhu, made a huge typhoon switch with Hua Wuque in "Two Prides of the Family" with his high popularity, which made the audience exclaim that the well-informed and versatile May was so handsome!

　　Some people are obsessed with the little fish in Dicky Cheung. Dicky Cheung’s bald image makes the little fish more quaint and comic. Nicholas Tse, his partner, makes the handsome Hua Wuque a little aloof and a little cold.

　　CCTV’s eight sets of "Double Pride" broadcast in the Spring Festival of 2020 may also become a life memory point after 90 or even 00. Fish and Hua Wuque are both newcomers who have just made their debut in recent years. Their appearance is obviously in line with the popular saying of "small fresh meat".

　　Chen Zheyuan, who took part in a talent show of Iqiyi in 2015, started to make her debut. The little fish starring in it may be the same as the previous versions of the little fish, but different from the versions of the little fish, it adds a little sweetness, which may just pinch the audience’s viewing acupuncture points after 00.

　　Hu Yi Tian, the actor of Hua Wuque, was originally a model, with a figure of 1.88 meters and a white dress, which made Hua Wuque’s lonely and lofty image of the flower-shifting palace look more elegant and refined.

　　Second, the theme deduction: There is a kind of love that always attracts young hearts, and that is pure love.

　　The target audience of martial arts drama is mainly young people. Obviously, the embodiment of the theme can never be separated from the young people’s life interest and aesthetic implication. Double Pride is a drama of two men, which presents us with an emotional world belonging to young people. The two young men who first came out of the Jianghu, when they were in seed of love, encountered an exciting love.

　　Tiexinlan appeared as a man in this way. She connected the lines of the two men and became an active button and an organ in the triangle relationship. The fiery and passionate love of Tiexinlan made the little fish unbearable, but it seemed that they couldn’t give up, and the two of them continued in this way until the appearance of Hua Wuque.

　　As the only male who grew up in a flower-shifting palace with beautiful women in groups, Hua Wuque is lonely and noble, and seems to be out of touch with the world, but he is infatuated with Tiexinlan. At first, Tiexinlan still fell in love with the little fish, but the little fish who was afraid that "women are too troublesome" could not get on the road, so the emotional balance of the female host Tiexinlan began to tilt towards Hua Wuque side bit by bit. And when I knew the affection between Xiaoyu and Su Ying, Tiexinlan finally determined her love.

　　Su Ying’s love for Xiaoyuer is obviously wishful thinking except love at first sight. However, this girl, who doesn’t make any dust, is intelligent, pure and distressing, and spares no effort to help strangers who come to the door to find trouble with their adoptive father, save their lives and cure their injuries. When I learned that the little fish was assassinated and pushed into a deep pit to die, I even jumped into the pit to double suicide. The firmness of his feelings and the depth of his love make people cry.

　　There is also a branch line of love, that is, the black bat takes care of and protects Murong Jiu, who has amnesia, and falls in love with her. With a strong sense of inferiority, he chose to retreat after Murong Jiu regained his memory. After many ups and downs, all’s well that ends well.

　　As the general origin of the whole narrative framework, it is not the secret of martial arts, the rivalry between sects, nor the treasure hunt, but an emotional doomed love with a fast knot. Qi Duan invited the moon to save Jiang Feng, who is known as "the most beautiful man in the world", and fell in love with him hopelessly, but he didn’t want Jiang Feng to make a life-long engagement with his handmaid Huayue slave and leave the palace, so he killed the lovers because of love and hate, and directed the human tragedy that made their twin brothers kill each other eighteen years later.

　　In this play, the master of the Flower-moving Palace, Inviting the Moon, is a big villain, and finally ends up jumping off a cliff and committing suicide, but after all, people can’t hate it with their teeth clenched. In addition to the youthful appearance, unparalleled beauty and the tragic result of brother’s vendetta, it is trapped by love, because the pure love of love and hate is ultimately not enough, but it is imaginative.

　　Revenge and vindication are also the proper themes of the drama, but it finally falls on the word "love", which may be the difference between "Two Prides in a Family" and other martial arts dramas.

　　Third, body narration: a young and handsome body image system.

　　Wuxia drama has a completely different body narrative mechanism from realistic drama and even general costume drama. The body narrative of "Two Prides in a Family" brings strong visual stimulation to the audience, and the use of body shape, face, clothing and other elements is quite considered.

　　The most powerful body narrative of the whole drama is that the protagonists and important characters generally appear with young and handsome faces. The two men are played by a pair of "small fresh meat", and their physical appearance is attractive to young audiences. If the little fish is "moving like a rabbit" and secular and lively, then Hua Wuque is "quiet as a virgin" and free from vulgarity and dust. The body images of the two are very different, and the body image system of the whole drama is constructed.

　　Tie Xinlan, the heroine, dressed as a man in the early stage, is in harmony with the smart body mechanism of the little fish. After restoring the girl’s face, Tiexinlan’s mind has some convergence. Su Ying is beautiful and intelligent. Their body narration is an important attraction of the play.

　　According to the plot, the two palace lords of the Flower Transfer Palace should be around 50 years old, but they are still unusually dignified and beautiful. In order to reflect the rationality of this kind of body narration, "Two Prides in a Family" is paved with the level of practicing, inviting the master of the Moon Palace to practice at the highest level of Mingyu Kung Fu, and the master of the Compassionate Star Palace to practice at the eighth level, so that they can remain young and never lose their looks, so their youthful bodies have the legitimacy of narration. Including Hua Wuque, the male host, the body image of the whole Flower Transplant Palace shows the narrative characteristics of being refined, clean and cold, which leaves a deep impression on the audience.

　　Fantasy world: surreal landscape presentation and suspense structure

　　The characters in the martial arts dramas act in a wild way, and their story backgrounds are mostly placed in extreme environments. These backgrounds include not only natural scenery such as famous mountains and rivers, desert Gobi, isolated islands on the sea, caves and underground rivers, but also mysterious cultural environments such as ancient towns, big houses and deep courtyards, underground secret passages and ancient road inns. The 2020 edition of "A Double Pride" mainly constructs several impressive strange landscapes.

　　The embroidered jade valley, which is full of flowers, has become the background of the Flower Palace. The beauty of the Flower Transfer Palace highlights the master’s refined and cold character, thus paving the way for the origin of Hua Wuque’s character. The messy valley of villains, where the wicked live, is naturally full of evil desires, and the little fish is born in Sri Lanka, which is naturally naughty and stubborn. But thanks to the influence of the miraculous doctor, after all, the conscience has not disappeared, and only then did the little fish help the Jianghu justice.

　　The Sakura Creek where Su Ying lives has beautiful scenery, which reflects the beautiful image of Su Ying. His residence is also complicated, reflecting Su Ying’s brilliant personality. Wei’s toothless underground palace has many organs. Not only did the little fish almost die here, but even a group of people who invited the moon palace to the extreme martial arts were trapped. Organ design is often an important narrative means of martial arts dramas, and it is also a fascinating alternative scenery. Wei Wuya used organs to block opponents’ entry, and used organs to lure enemies into traps. Organ is not only a landscape, but also an intelligent narrative. The little fish cracked the organ through wisdom, killed Wei Wuya, who was fierce and cunning, and saved the palace master and others who invited the moon.

　　The 2020 edition of "Double Pride" tells the scene of an alchemist’s room and an ice room through the fish’s mistake in the secret room of Murong Mountain Villa, forming another scenic wonder. The underground palace without teeth of Wei, the secret room of Murong Mountain Villa, the forbidden area of Emei Mountain Sect, Xiao Mimi’s underground palace and the cave where Mr. Tong (the master of inviting the moon palace) left the palace, etc., constitute the narrative spectacle of a special type of darkroom organ in the drama "Two Prides at a Time", which has strong audio-visual stimulation and sensory entertainment.

　　The main function of martial arts drama landscape is to serve as the environmental background and foreshadowing of suspense narration of martial arts drama. Generally speaking, the suspense narrative of martial arts dramas often adopts the method of revealing the mysterious behind-the-scenes characters, forming a so-called revealing suspense structure.

　　This is the way to portray Jiang Biehe, a "hero in the south of the Yangtze River" in "Two Prides in a Family". First, several major Jianghu cases occurred, then the two protagonists were suspicious of the Jiangnan Heroes, and then they searched for evidence to investigate the truth, and the other side countered the investigation, finally letting Jiang Biehe show his true colors. This suspense structure is tight, interlocking, thrilling, and has a strong narrative appreciation.

　　The biggest suspense in "A Double Pride" is whether the revenge plan of the owner of the Flower-moving Palace inviting the moon is successful, that is, whether Jiang Feng’s twins, Jiang Xiaoyu and Hua Wuque, kill each other and lead to the final human tragedy. Naturally, the exploration of this result is the driving force for the audience to continue to pursue the drama. This biggest suspense narrative forms the main line structure of the whole play. The sub-line structure of the play is that Yan Nantian seeks revenge for the book boy Jiang Qin who betrayed his righteous brother Jiang Feng.

　　As Xiaoyu and Hua Wuque went into the Jianghu respectively, they used the narrative technique of changing scenery to tell some strange things that happened to each person, which also made them realize the dangers of the Jianghu. Every step and thing we have experienced here, every time we are fooled, most of them use suspense narrative methods that are revealed later.

　　At first, the method of changing scenery was obviously a bit loose for the narrative goal of the whole play. However, after the two agreed to fight for three months, they used the narrative method of time limitation to advance, which strengthened the suspense structure in the macro sense and enhanced the tension of the audience. Then, after joining the two male masters to play against the heroes in the south of the Yangtze River and Wei Wuya, they also joined the sub-line of Yan Nantian’s comeback. At this point, several clues go hand in hand, which makes the narrative suspense density increase and the rhythm accelerate until the final climax.

　　Martial arts dramas target young people, so the design of leading role, actor selection, theme performance and narrative skills should all take into account the audience’s viewing demands. According to the statistics since its launch (January 16th, 2020-February 2nd, 2020), its audience structure has attracted more male and young people under the age of 24 to watch the drama, compared with the audience structure of 9:30-21:30 in the whole year of 2019, which has formed the spread trend of young audience returning.

　　Optimize the audience structure to attract more young people to watch this channel’s programs. This may be the starting point for CCTV TV channel to choose this martial arts drama. Perhaps because of this starting point, during this special Spring Festival, people once again met Xiaoyuer and Hua Wuque.

　　(Commentator: Chen Liqiang)

　　Producer | Shen Jijun

　　Editor | Yang Chunguo

　　Editor | Yang Jun, Chang Yang

　　A long article and dozens of words are the key words of real estate topic these days.

　　On December 20th, Minister of Finance Xiao Jie published the article "Accelerating the Establishment of Modern Financial System" in People’s Daily. The article mentions that the legislation and implementation of real estate tax should be promoted according to the principle of "legislation first, full authorization and step by step". Real estate tax shall be levied on industrial and commercial real estate and individual housing according to the assessed value, and the tax burden of construction and transaction links shall be appropriately reduced, and a perfect modern real estate tax system shall be gradually established.

　　The just-concluded Central Economic Work Conference also pointed out that it is necessary to improve the long-term mechanism to promote the stable and healthy development of the real estate market, maintain the continuity and stability of the real estate market regulation policies, distinguish the central and local powers, and implement differentiated regulation. As a result, the topic of real estate tax has been hotly debated again.

　　How to "collect" real estate tax according to the assessed value?

　　In the discussion on the landing of real estate tax, a new signal conveyed by the above article is that "industrial and commercial real estate and individual housing are subject to real estate tax according to the assessed value". The so-called evaluation value refers to the market evaluation value of the house, not the original value of the house (that is, the price at the time of purchase).

　　Yan Yuejin, research director of the think tank center of Yiju Research Institute, said that from the above statement, "collection according to the evaluation value" is a tax on the housing holding link, which will be based on the original value and existing value of the house, and take into account the real estate market. The environment and the value of similar properties around it are systematically evaluated, and then the corresponding tax share is obtained.

　　"In other words, the more the assessed value is collected, the smaller the assessed value is, which is in line with the principle of taxation in the holding link." Yan Yuejin believes that the positive answers to questions such as how to collect real estate tax indicate that the reform of real estate tax is accelerating.

　　The way of taxation has been determined, but how to carry out housing valuation is still a concern of many people. Owners may worry that the price of the house they bought before is low. If it is valued at the market value after the price increase, what impact will it have?

　　"There will be a set of specific and professional evaluation methods." Jia Kang, member of Chinese People’s Political Consultative Conference and chief economist of Huaxia Institute of New Supply Economics, said that the tax base evaluation of real estate tax has mature experience, and the general idea of collection is relatively clear, but it is still too early to discuss many details.

　　Yan Yuejin believes that the real estate tax levy will consider the evaluation value included in the scope of taxation, and there may be some deductions at this time. For ordinary people, considering the need for replacement and living in different places, housing holding similar to ordinary people is actually not a big problem, and it will not even be included in the scope of taxation. For those who hold multiple houses, the possibility of taxation is expected to be great.

　　In addition, what is the realistic basis of the method of "collecting real estate tax according to the assessed value" is also a concern of the real estate industry at present. Dong Fan, director of the Real Estate Research Center of Beijing Normal University, participated in the counseling and examination of the first batch of real estate appraisers in China. In his view, it is still debatable whether the current real estate appraisal force can support the real estate taxation work.

　　Dong Fan said that because the real estate is single and each house is different, the tax price must be calculated separately. At present, there are at least 300 million houses in cities in China, but there are only about 30,000 real estate appraisers. "If taxation is an annual levy, if it is assessed once a year, how many sets will each person have to assess? To evaluate 10,000 sets. " In his view, the current technical force can not meet the objective requirements of the full levy of real estate tax.

　　With strong local characteristics, how does the real estate tax go through the legal road?

　　It is worth noting that real estate tax will not be levied immediately, but must go through a series of legislative procedures first. Xiao Jie also pointed out in the above article: Strive to complete all legislative procedures in 2019, and complete the reform task of "implementing the statutory principle of taxation" in 2020.

　　Previously, in the National People’s Congress Standing Committee (NPCSC)’s legislative work plan for 2017, the real estate tax law was also included in the preparatory and research demonstration projects. However, the road to real estate tax statutory is not easy.

　　Dong Fan said that although the Ministry of Finance participates in the legislative work of real estate tax as the competent department, the ultimate leading authority of this legislative work lies in the National People’s Congress; If housing is included in the object of real estate tax collection, there is a fatal flaw in jurisprudence, because the public ownership of land leads to the fact that real estate cannot be a complete private property, so the conditions are not mature.

　　Zhu Weiqun, a professor of public school of economics and management at Shanghai University of Finance and Economics, said: "It is established to fully implement the statutory principle of taxation by 2020, but it is also very difficult, and the legislation of real estate tax is the most difficult of all taxes. In his view, although the landing of real estate tax is the future direction, because it involves thousands of households, the landing method is likely to be implemented in stages, regions and differences.

　　"The real estate tax is likely to be a local tax, and the tax rates in different places are not exactly the same. The tax elements such as the scope of taxation and the object of taxation, as well as the details of tax reduction and exemption may also have regional characteristics." Zhu Weiqun said.

　　When talking about promoting and improving the reform of the local tax system, the above article also mentioned that to expand the local tax power, under the premise of unified legislation and tax levy power of the central government, according to the characteristics of taxes, the local tax management authority should be appropriately expanded through legislative authorization, and the local tax management authority is mainly concentrated at the provincial level.

　　Jia Kang believes that a clear expression and trend at present is to fully empower local governments. "After authorization, places can distinguish the situation, not quick march together, but can be implemented step by step."

　　From the experience of foreign countries, most of the real estate tax is also one of the main financial resources of local governments. Zhu Weiqun believes that if we refer to this experience, it is objectively required that the real estate tax should be linked to the fiscal expenditure of the grass-roots government, and reasonable expenditure should be used to lead the future real estate tax reform, and the tax reform should be discussed from the perspective of the interconnection of revenue and expenditure of local governments, rather than tax reform.

　　"Behind the tax issue is expenditure, and reasonable expenditure determines reasonable taxation." Zhu Weiqun said that without the statutory constraints on fiscal expenditure, it is impossible to fundamentally solve the tax problem.

　　Jia Kang also believes that the reform of the fiscal and taxation system is a necessary option in the supporting measures for real estate tax landing. "The reform process of real estate tax must be well coordinated with other reforms. It is not enough to emphasize the importance of this."

　　Beijing, December 21st

　　The People’s Daily APP is the first choice for many users to watch news on their mobile phones. Many users miss the layout of paper newspapers. In fact, we can set it as a newspaper page. Students who can’t learn it quickly come and see this tutorial to ensure that you can learn it easily after reading it!

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State, city, county, District People’s governments, provincial committees, offices, departments and bureaus:

The "Several Policies and Measures on Steady Growth in 2022" are hereby printed and distributed to you, please implement them conscientiously.

Yunnan Provincial People’s Government

January 28, 2022

(This piece is publicly released)

Some policies and measures for steady growth in 2022

In order to implement the spirit of the Central Economic Work Conference and the Economic Work Conference of the Provincial Party Committee, coordinate the prevention and control of the COVID-19 epidemic (hereinafter referred to as the epidemic) and economic and social development, coordinate development and safety, adhere to the principle of stability and strive for progress, earnestly accomplish the objectives and tasks of economic development throughout the year, closely follow the theme of high-quality leap-forward development, take supply-side structural reform as the main line, strengthen and improve economic operation regulation, maintain economic operation in a reasonable range, and maintain overall social stability, the following policies and measures are formulated:

First, go all out to prevent and control the epidemic.

(1) Implement strict prevention and control measures. Adhere to the prevention and control strategy of "external defense input, internal defense rebound, and strict prevention of external communication", comprehensively compact the "four-party responsibility", and strengthen the measures of "blocking, clearing, preventing, ensuring and carrying". Improve and perfect the system and mechanism of border defense, continue to compact the responsibility of the five-level secretary to guard the border and the five-level section chief to guard the border, speed up the construction of technical defense facilities and "smart borders", improve the management and protection mechanism, and firmly hold the bottom line of not gathering epidemics and not spreading outside the province.(Lead unit: Office of the Provincial Leading Group for Response to Epidemic Situation, Provincial Development and Reform Commission, Provincial Public Security Department)

(2) Accurately prevent and control normalization. Accelerate the improvement of prevention and control capabilities and improve the accuracy, timeliness and effectiveness of prevention and control. Strictly implement the prevention and control measures for key places and key populations, fully implement the "four early" measures, and ensure the timely realization of "dynamic zero clearing". Continue to improve the conditions of medical and health infrastructure in border counties and cities, and strengthen the prevention of mutant strains. Strengthen regional investigation, strictly control the export gateway, strengthen the control of port cities, border areas and people, control the access channels of border counties and cities, and quickly and effectively block the epidemic transmission chain. When carrying out major promotions and other activities in various places, it is necessary to strictly implement the prevention and control measures for normalized epidemics.(Lead unit: Office of the Provincial Leading Group for Response to Epidemic Situation)

(3) Make emergency response plans. We will promote the war epidemic, protect people’s livelihood and ensure stability, improve the multi-point trigger monitoring and early warning mechanism, optimize the emergency plan for epidemic prevention and control, control the sudden epidemic to a minimum, and minimize the impact of the epidemic on normal production and life. Continuously improve the ability of flow tracing, nucleic acid detection, medical treatment and emergency disposal. We will implement relevant policies to support Ruili City and 374 border administrative villages, and earnestly do a good job in people’s livelihood, employment, supply and price stability in key areas for epidemic prevention and control.(Lead unit: Office of the Provincial Leading Group for Response to Epidemic Situation, Provincial Development and Reform Commission)

Second, actively expand effective investment

(4) increase the efforts of the central government to win funds. Actively strive for the support of the central government, strive to do a good job in the declaration and issuance of special bonds and general bonds, and co-ordinate all kinds of funds of about 200 billion yuan, focusing on the construction of major projects.(Lead unit: Provincial Development and Reform Commission, Provincial Department of Finance)

(five) increase investment in the provincial budget. We will allocate 5 billion yuan for capital construction investment in the provincial budget, which will be mainly used for major projects that are included in the national and provincial "14th Five-Year Plan", focusing on construction tasks such as development along the China-Laos Railway, protection of key river basins such as Chishui River, construction of high-standard farmland, "Revitalizing Water and Moisturizing Yunnan" project, infrastructure construction and recycling transformation of industrial parks, digital economy, urban renewal and aging renovation of municipal pipelines, and follow-up support for ex situ poverty alleviation and resettlement areas.(Lead unit: Provincial Development and Reform Commission, Provincial Department of Finance)

(VI) Comprehensively improve the quality of pre-project work. At the beginning of 2022, a total of 500 million yuan of provincial budgetary funds in 16 States and cities were earmarked for the preliminary work of major projects. Arrange 300 million yuan for the preliminary work in the provincial budget for the "Horse Award", and reward the top 5 States and cities with comprehensive scores of fixed assets investment every month.(Lead unit: Provincial Development and Reform Commission, Provincial Department of Finance)

(7) Accelerate investment and construction in key areas. Raise more than 90 billion yuan to support the construction of a strong transportation province. Raise more than 40 billion yuan for the construction of key projects of "revitalizing water and moistening Yunnan" to ensure that more than 100 key water network projects will be started. Actively strive for and raise funds of more than 10 billion yuan from all parties, focusing on promoting the high-quality development of the Yangtze River Economic Belt and the protection and management of nine plateau lakes, and implementing a number of ecological environment protection and management projects such as urban sewage and garbage treatment, chemical pollution control, agricultural non-point source pollution control, ship pollution control and tailings pond pollution control. Co-ordinate funds of more than 5 billion yuan, relying on the construction of large channels to support the construction of modern logistics system. Overall arrangement of funds of 1.5 billion yuan, mainly used to support the industrial development, infrastructure and public service facilities construction in ex situ poverty alleviation and resettlement areas. Arrange financial funds of 1 billion yuan, set up investment funds for key industries, and support green energy, green aluminum and silicon, biomedicine, cultural tourism and health, and "specialized and innovative" enterprises to extend the chain and strengthen the chain. Overall arrangement of financial funds of more than 1.2 billion yuan for energy saving and carbon reduction, R&D innovation and transformation and application of scientific and technological achievements in industrial projects.(Lead units: Provincial Development and Reform Commission, Provincial Department of Industry and Information Technology, Provincial Department of Finance, Provincial Department of Ecology and Environment, Provincial Department of Transportation, Provincial Department of Water Resources, Provincial Department of Commerce and Provincial Department of Science and Technology)

(8) Strengthen the protection of factors. Make overall plans for land, forest land, environmental capacity and other factors, actively tilt to key projects and key parks, and improve the efficiency of factor output. Accelerate the efficiency of examination and approval of land use and other links, and establish a "green channel" for examination and approval of major projects. Formulate the annual "service guarantee list" for major projects, establish a "one-to-one" service mechanism for major projects, and implement the whole process of "deputy agency" service for various approval procedures for major projects.(Lead unit: Provincial Development and Reform Commission, Provincial Department of Finance, Provincial Department of Natural Resources, Provincial Department of Ecology and Environment, Provincial Forestry and Grass Bureau)

(9) Increase financial support for the development of the real economy. Comprehensive use of a variety of monetary policy tools to maintain the intensity of credit support and promote the steady growth of social financing scale. Guide financial institutions to focus on key areas and weak links in the province’s economy, increase support for key projects, infrastructure, small and micro enterprises, technological innovation and green development, and promote high-quality development. Strengthen the formulation of financing tools and supporting policies to promote the steady decline of comprehensive financing costs of enterprises.(Lead unit: Provincial Local Financial Supervision Bureau, Kunming Central Branch of the People’s Bank of China)

(ten) to encourage business investment. Establish a graded reward system for business investment. If the actual investment in fixed assets of imported manufacturing projects is more than 1 billion yuan, the provincial finance will give a progressive award to the investment promotion enterprises according to the investment in fixed assets, up to 10 million yuan. For enterprises that extend, complete and strengthen the industrial chain of characteristic agriculture, green aluminum and silicon, biomedicine and new materials, the award and compensation standards will be raised as appropriate.(Lead unit: Provincial Department of Finance, Provincial Department of Industry and Information Technology, Provincial Investment Promotion Bureau)

(eleven) to promote financial investment in the same direction. Establish a coordinated mechanism of financial funds, budgetary investment and financing of financial institutions, give better play to the role of government funds, guide financial institutions to increase credit investment in key areas, key industries and key enterprises, and continuously increase credit support for economic and social development. Sort out the list of financing needs of major projects and key enterprises on a monthly basis, and carry out regular communication and consultation between the government, enterprises and financial institutions.(Lead unit: Provincial Development and Reform Commission, Provincial Department of Finance, Provincial Local Financial Supervision Bureau, Kunming Central Branch of the People’s Bank of China)

(12) Accelerate the revitalization of existing resource assets. Vigorously promote the withdrawal of inefficient land use in cities and towns, and encourage local governments to formulate policies to support market players to participate in the redevelopment of inefficient land use in cities and towns. Accelerate the revitalization of idle factories, equipment and other resources to release production capacity and economic value. Accelerate the revitalization of inefficient, idle, suspended development of tourism, mines and other resources.(Lead units: Provincial Department of Industry and Information Technology, Provincial Department of Finance, Provincial Department of Natural Resources, Provincial Department of Housing and Urban-Rural Development, Provincial Department of Culture and Tourism, Provincial State-owned Assets Supervision and Administration Commission)

(thirteen) to speed up the use of special bonds and budgetary funds. All localities and departments should speed up the progress of all kinds of funds that have been allocated in place and accelerate the formation of more physical objects. Strengthen the supervision and inspection of the progress of the payment of funds in the budget and special bond funds, and adjust, recover and report the long-term funds in accordance with the law.(Lead unit: Provincial Development and Reform Commission, Provincial Department of Finance)

Third, vigorously implement the action of promoting consumption

(fourteen) actively expand rural consumption. Support the construction of e-commerce direct-selling bases, warehouses for producing fresh agricultural products, open flagship stores and specialty pavilions for agricultural special products, and carry out live broadcast with goods. Support to accelerate the realization of "express delivery into the village". Continue to carry out promotional activities for automobiles and home appliances to the countryside.(Lead unit: Provincial Department of Agriculture and Rural Affairs, Provincial Department of Commerce and Provincial Postal Administration)

(fifteen) actively expand urban consumption. Support the transformation and upgrading of physical stores, urban complexes and commodity trading markets, and support the development of chain enterprises and time-honored commercial circulation enterprises. Support the construction of business districts and characteristic commercial blocks, and reward the newly recognized national-level or national-level pedestrian street renovation and upgrading pilot. Encourage states and cities to build night economic landmarks and online celebrity punch points. Reward the business circulation enterprises above designated size that rank among the top in the annual sales increment. Brand chain stores with more than 10 newly-built chain stores throughout the year will be rewarded according to the number of newly-built chain stores. Carry out consumption promotion activities such as "Caiyun Car Purchase Supplement" and "Trade-in for New Appliances", and implement the subsidy policy for the promotion and application of new energy vehicles. Simplify the examination and approval procedures for outdoor promotion activities held by various market entities.(Lead unit: Provincial Department of Industry and Information Technology, Provincial Department of Commerce, Provincial Department of Culture and Tourism)

Fourth, focus on improving the development level of foreign investment and foreign trade.

(sixteen) support the expansion of the use of foreign capital and overseas investment. Seize the opportunity brought by the Regional Comprehensive Economic Partnership Agreement (RCEP), encourage the declaration of loans from international financial organizations and foreign governments, and give priority support to the loan projects that the country has included in the loan alternative project planning of international financial organizations and foreign governments. For projects that use foreign capital, 2% of the actual amount of foreign capital used in that year will be rewarded, and the maximum reward amount can reach 50 million yuan. Give discount support to medium and long-term loans for overseas projects of enterprises in the province that meet the supporting conditions. For overseas investment cooperation projects, export credit insurance premium subsidies will be given.(Lead units: Provincial Development and Reform Commission, Provincial Department of Finance, Provincial Department of Commerce, Provincial Investment Promotion Bureau, Kunming Central Branch of People’s Bank of China, Yunnan Branch of China Export Credit Insurance Corporation)

(seventeen) to support the development of foreign trade. According to laws and regulations, tax incentives will be given to qualified enterprises in China (Kunming) and China (Dehong) cross-border electronic commerce Comprehensive Experimental Zone. Arrange financial funds and 1 billion yuan of infrastructure investment in the provincial budget to support China-Laos Railway’s operation and maintenance, development and construction along the line. Strive to arrange local government special bonds of more than 5 billion yuan to support the construction of logistics system and industrial parks along China-Laos Railway. Subsidies will be given to equipment renewal, intelligent transformation and technological innovation of processing trade enterprises with rapid growth in output value. Rewards will be given to the places identified as national processing trade industrial parks and provincial processing trade gradient transfer key undertakings. We will increase financial support for the development of foreign trade, and financial institutions such as The Export-Import Bank of China Yunnan Branch will arrange a special foreign trade credit line of 5 billion yuan to support key foreign trade enterprises, leading production enterprises and small and medium-sized enterprises.(Lead units: Provincial Development and Reform Commission, Provincial Department of Commerce, Kunming Customs, Kunming Central Branch of the People’s Bank of China, The Export-Import Bank of China Yunnan Branch)

V. Accelerating industrial optimization and upgrading

(eighteen) to stabilize the "basic disk" of agriculture. Vigorously support the development of key industries of characteristic agriculture, strengthen the guarantee of factors, and ensure the growth rate of agricultural investment by more than 30%. We will ensure that the sown area and output of grain will be more than 62.87 million mu and 19.3 million tons in 2022, increase 500,000 mu of hybrid rice and corn-soybean strip compound planting, ensure the supply of "vegetable basket" products such as pigs and vegetables, and accelerate the industrialization, scale and branding of agriculture. Strictly implement the hard measures of "long teeth" farmland protection and build 4.8 million mu of high-standard farmland. Support agricultural scientific research and technology application and popularization, and increase efforts to tackle key agricultural core technologies such as provenance.(Lead unit: Provincial Department of Agriculture and Rural Affairs, Provincial Development and Reform Commission, Provincial Department of Science and Technology)

(nineteen) support the integration and development of rural primary and secondary industries. The implementation of the "10 billion financial support for agriculture action", banking financial institutions to provide loans to agriculture-related enterprises of not less than 30 billion yuan. Overall arrangement of central financial funds of 300 million yuan and provincial financial funds of 1 billion yuan to support the development of characteristic agriculture. Support the construction of standardized planting and processing bases for Chinese herbal medicines such as Sanqi, Gastrodia elata and Paris polyphylla var. yunnanensis, and support the construction of Sanqi trading center. Support the deep processing of specialty agricultural products such as coffee and walnuts and livestock and poultry products. We will carry out the competitive creation of provincial-level rural revitalization demonstration parks (pastoral complexes), give provincial-level awards and subsidies of 10 million yuan for successful creation, and encourage local governments to carry out state-level pilot projects according to local conditions.(Lead units: Provincial Development and Reform Commission, Provincial Department of Finance, Provincial Department of Agriculture and Rural Affairs, Provincial Forestry and Grass Bureau, Provincial Rural Revitalization Bureau, Kunming Central Branch of the People’s Bank of China)

(twenty) to support the optimization and upgrading of key parks. Strive to issue local government special bonds of not less than 20 billion yuan for the construction of standardized modern industrial parks. For projects included in the list of circular transformation of the park, priority will be given to financial support from the central budget. Five parks were selected to demonstrate the application of advanced technologies in cleaner production transformation, and each demonstration site was awarded 2 million yuan. A one-time reward of 5 million yuan will be given to those who have been successfully established as national green and low-carbon demonstration parks, circular transformation demonstration parks, green and low-carbon industrial parks and eco-industrial demonstration parks. For parks with newly-added industrial output value exceeding 100 billion yuan and 50 billion yuan, a one-time reward of 10 million yuan and 5 million yuan will be given respectively, and new construction land planning indicators will be encouraged. Give loan discount, guarantee fee subsidy or equity investment support to major technological transformation projects that meet the requirements in the park.(Lead units: Provincial Development and Reform Commission, Provincial Department of Industry and Information Technology, Provincial Department of Science and Technology, Provincial Department of Finance, Provincial Department of Natural Resources, Provincial Department of Ecological Environment and Provincial Department of Commerce)

(twenty-one) efforts to improve the power security capacity. Formulate policies conducive to the stable development of thermal power, arrange 500 million yuan of provincial financial special funds, support the large-scale operation of thermal power units, strive to uniformly adjust the thermal power generation capacity to more than 42 billion kWh, and accelerate the construction of 4.8 million kilowatts of thermal power installed capacity. Strive to build 20 million kilowatts of new energy power generation projects, and vigorously support the accelerated development of distributed photovoltaic power generation.(Lead unit: Provincial Development and Reform Commission, Provincial Department of Finance and Provincial Energy Bureau)

(twenty-two) to support the accelerated upgrading of tourism and market recovery. Arrange 1 billion yuan of financial funds to support the high-quality development of tourism, and reward major cultural tourism projects with an annual investment of more than 200 million yuan by the provincial finance according to 3% of the completed investment; 3 million yuan and 1 million yuan will be awarded to enterprises that have successfully created national 5A and 4A tourist attractions; Give a one-time maximum reward of 150,000 yuan to the subject who is assessed as a Grade A tourist B&B; A one-time subsidy of 200,000 yuan will be given to newly developed tourist commodities with Yunnan cultural elements and annual sales income of more than 10 million yuan; Those who create fine songs and dances or high-quality large-scale performing arts programs will be rewarded as appropriate. Travel agencies that are allowed to temporarily withdraw 80% of the deposit are allowed to make up the deposit until December 31, 2022. Through the online travel platform, the "cultural travel coupons" will be distributed in batches, and the self-driving tourists entering Yunnan will be subsidized by electronic fuel tickets. Pay close attention to the introduction of policies and measures to increase support for the recovery of tourism and help enterprises solve problems.(Lead unit: Provincial Department of Finance, Provincial Department of Culture and Tourism)

(twenty-three) to promote the steady and healthy development of the real estate industry. All localities should speed up the research and formulation of policies and measures to promote the stable and healthy development of real estate in accordance with the requirements of "one city, one policy". Counties, cities, and districts that are beyond the reasonable de-chemical cycle should take effective measures to stabilize prices and promote sales; Counties, cities and districts that are less than the reasonable cycle of de-chemical should increase the supply of land and commercial housing. Increase support for the long-term rental market and the construction of affordable housing. Encourage all localities to actively introduce policies to attract foreign population to settle down and live in peace. Strengthen the monitoring of the real estate market and enterprise operation, and actively prevent and resolve potential risks.(Lead unit: Provincial Development and Reform Commission, Provincial Department of Housing and Urban-Rural Development, Provincial Local Financial Supervision Bureau)

(24) Vigorously develop the digital economy. We will arrange 1 billion yuan of special funds and 300 million yuan of financial funds for provincial new infrastructure, focusing on supporting the construction of national backbone direct connection points, the development of blockchain industry, the action of "using numbers to empower wisdom" and the construction of digital towns. Arrange 100 million yuan of funds to carry out pilot projects for the construction of digital cities and smart counties. Encourage key enterprises in the digital economy to set up R&D centers or branches (subsidiaries) in our province, and reward those who actually put in more than 50 million yuan as appropriate.(Lead unit: Provincial Development and Reform Commission, Provincial Department of Finance, Provincial Department of Industry and Information Technology, Provincial Communications Administration)

Six, promote urban and rural construction and county economic development.

(twenty-five) vigorously promote the transformation of old urban communities. We will integrate more than 4 billion yuan of central and provincial funds, issue more than 10 billion yuan of local government special bond funds, actively seek financial and credit support, incite social capital investment, and implement more than 1,500 old urban communities.(Lead unit: Provincial Development and Reform Commission, Provincial Department of Finance, Provincial Department of Housing and Urban-Rural Development)

(twenty-six) to speed up the transformation and upgrading of urban aging pipe network. Strive to co-ordinate budgetary investment, financial funds and local government special bond funds of 10 billion yuan to support the aging and renovation of municipal pipelines in cities (counties) such as water supply, drainage and gas.(Lead unit: Provincial Development and Reform Commission, Provincial Department of Finance, Provincial Department of Housing and Urban-Rural Development)

(twenty-seven) support ethnic areas to improve the function of rural housing. We will carry out a pilot project to improve the function of rural housing in ethnic minority areas, arrange a provincial financial fund of 400 million yuan, give appropriate awards to the design scheme and the investment in renovation and upgrading, and support the reasonable separation of the functions of bedroom, kitchen, hall and bathroom on the basis of retaining the excellent traditional architectural style of ethnic minorities and meeting the requirements of safety and stability, so as to improve the performance of warmth, sound insulation and fire prevention, and upgrade it into a traditional folk house with modern living functions.(Lead unit: Provincial Department of Finance and Provincial Department of Housing and Urban-Rural Development)

(twenty-eight) to promote the high-quality leap-forward development of county economy. Establish a strong and distinctive high-quality leap-forward development orientation, and give each county and city a reward of 5 million yuan to the top 20 counties and cities with high-quality development and the top 20 counties and cities with fast economic growth. Make overall arrangements for 10 billion yuan, implement high-quality development transfer payment awards and subsidies, and make profits of more than 4 billion yuan in taxes.(Lead unit: Provincial Development and Reform Commission, Provincial Department of Finance)

Seven, strive to enhance the ability and vitality of innovation and entrepreneurship.

(twenty-nine) accelerate the promotion of innovation and entrepreneurship. We will implement some policies and measures to accelerate the vitality of innovation and entrepreneurship in Yunnan Province. We will increase support for the construction of entrepreneurial carriers, and give eligible provincial-level entrepreneurial parks an upgrade plan of 5 million yuan each, and social investment institutions’ provincial-level entrepreneurial incubation demonstration bases (entrepreneurial demonstration parks) a subsidy of 2 million yuan each. Make good use of special funds for the development of small and medium-sized enterprises and industrial informatization, and support the improvement of innovation ability and specialization level of small and medium-sized enterprises.(Lead unit: Provincial Development and Reform Commission, Provincial Department of Industry and Information Technology, Provincial Department of Science and Technology, Provincial Department of Finance, Provincial Department of Human Resources and Social Security)

(30) increase support for the introduction, training and technology research and development of high-level talents. Arrange 1 billion yuan of special funds for provincial talents to support the training, introduction and use of high-level talents at home and abroad. Arrange provincial financial funds and budgetary investment of more than 300 million yuan, support 10 million yuan of research and development funds for each academician stationed in Yunnan, and use the rest of the funds for key scientific research institutes and institutions of higher learning to carry out the pilot phase of applied science and technology research projects and the construction of scientific research platforms.(Lead unit: Provincial Development and Reform Commission, Provincial Department of Science and Technology, Provincial Department of Finance, Provincial Department of Human Resources and Social Security)

Eight, increase the intensity of helping enterprises to alleviate difficulties and reduce burdens.

(thirty-one) the full implementation of tax reduction and fee reduction policy. Implement the policies of tax reduction and fee reduction promulgated by the state and our province and the policies of cancellation, suspension, exemption and reduction of administrative fees. Arrange a special fund of 500 million yuan for the development of small and medium-sized enterprises, focusing on helping small and medium-sized enterprises that are temporarily facing difficulties in production and operation but have market products, promising projects and competitive technologies, as well as service-oriented small and medium-sized enterprises in the people’s livelihood field with intensive labor and high social benefits. Broaden the implementation scope of expressway differential charging and flexible charging policy in different time periods, and reduce logistics costs.(Lead unit: Provincial Department of Industry and Information Technology, Provincial Department of Finance, Provincial Department of Transportation and Provincial Taxation Bureau)

(thirty-two) increase financing support for small and medium-sized enterprises and agriculture and rural areas. Make good use of refinancing and rediscount policy tools, and the balance of refinancing and rediscounting in the whole year exceeded 20 billion yuan. Arrange the provincial financial capital of 20 million yuan, and give financial discount according to 1% of the re-loan amount to agricultural cooperative financial institutions that borrow re-loans to support agriculture and increase credit supply in the field of rural revitalization. The discount standard for provincial and above "little giant" enterprises specializing in novelty will rise by 10%. Accelerate the improvement of the provincial financing credit service platform, establish a list of key small and medium-sized enterprises, establish a regular docking mechanism for government departments, financial supervision departments, financial institutions and key small and medium-sized enterprises, give full play to the role of policy financing guarantee institutions, and actively solve the financing problems of small and medium-sized enterprises.(Lead units: Provincial Development and Reform Commission, Provincial Department of Industry and Information Technology, Provincial Department of Finance, Provincial Local Financial Supervision Bureau, Kunming Central Branch of the People’s Bank of China)

All localities and departments should improve their political stance, do a good job in epidemic prevention and control, do a good job in stabilizing growth, refine and implement various measures to stabilize growth, strengthen economic operation analysis and scheduling, actively do a good job in guiding market expectations, strengthen policy evaluation and dynamic optimization, do a good job in policy reserve research, suspend the introduction of various contractive policies, and submit the promotion and implementation to the provincial government supervision office and the provincial development and Reform Commission at the end of each quarter. The general office of the provincial government shall report on the completion of the main economic indicators of each state, city and key industries every quarter, and the provincial development and Reform Commission shall report the implementation to the provincial people’s government every quarter.

　　On June 15th, 2024, American Pharmaceutical Front published this year’s top50 list of global pharmaceutical companies on its official website. Overall, the global bigpharma still maintains a stable development momentum. It is noteworthy that there are four China enterprises on the list this year, with Yunnan Baiyao ranking the highest, ranking 33rd. In 2023, Yunnan Baiyao achieved revenue of 39.111 billion yuan, up 7.19% year-on-year, and non-net profit reached 3.764 billion yuan, up 16.45% year-on-year, setting a record high in the same period.

　　Looking at the list, we can see that the Top 50 ranking in 2024 has undergone a major reshuffle under the influence of multiple factors such as the Inflation Reduction Act, drug pricing review, supply chain interruption, patent expiration of best-selling drugs, and competition for biologically similar drugs. Both the powerful big pharma and the rapidly rising potential biotech need to take new strategic decisions and actions to meet the challenges. The four China pharmaceutical companies on the list show the strength of pharmaceutical companies in China, which is also inseparable from the help of strategic consulting companies. How to find a suitable consulting company for enterprises in the ranking of medical consulting companies? Starting from two dimensions, this paper will deeply analyze the way to win the ranking of pharmaceutical marketing planning companies by relying on the former, and introduce several companies with outstanding performance in the field of medical consulting in China.

　　First, the way to win: What kind of consulting companies do pharmaceutical enterprises in China need?

　　Because of the differences in birth soil, core market, service mode and customer types, domestic and foreign consulting companies have their own characteristics. What kind of consulting companies do China pharmaceutical enterprises need more?

　　1. China enterprises need a market consulting company that knows more about "China characteristics"

　　To discuss the China market, we can’t avoid the word "China characteristics". In order to really serve China pharmaceutical enterprises, consulting companies need to have the ability to "read" China’s characteristic market. With a population of 1.4 billion and an area of 9.6 million square kilometers, China’s market is not only huge, but also has a unique economic structure, policy environment and cultural background. Its complexity far exceeds that of any other country in the world, and foreign operational experience is not suitable for moving to China.

　　Specifically, we can further understand the extreme differentiation and complexity of the China market through the following key dimensions.

　　Uniqueness of policy environment: Policy adjustment often has a far-reaching impact on the market, so we need to pay attention to it in time and understand the dynamically adjusted policies in combination with China’s national conditions.

　　Unique cultural background: As a multi-ethnic and multi-lingual country with a history of 5,000 years, the cultural customs and consumption habits of different regions are very different, and the cultural differences between the East and the West also set obstacles for foreign consulting companies to understand the China market.

　　Unique channel layout: On the one hand, China has a vast territory, a large population and uneven development. The strategic depth of China’s market far exceeds that of Europe and the United States, and the lifestyle and consumption habits in different regions are different, which has created the complexity and diversity of China’s channel market. In this respect, China local consulting companies have natural advantages. These "home-grown" consulting companies are familiar with the operating rules of the China market and can accurately grasp the development needs of enterprises. For example, Kena Consulting has successfully helped Yunnan Baiyao Toothpaste achieve a breakthrough in sales volume from 30 million to 70 billion by virtue of its rich practical experience and planning and operation ability focusing on China’s medical and health industry for many years, and has become an industry leader.

　　Based on the above-mentioned complicated factors, it is obviously challenging for western consulting companies to analyze and interpret the China market, so there are sometimes problems in the consistency between their strategic suggestions and the China market.

　　2. China enterprises need consulting companies that can provide "strategic+tactical planning" services.

　　The difference between international consulting companies and local consulting companies in China is also reflected in the content of consulting services. International consulting companies are often good at providing solutions in a specific field, and their services are obviously divided. The local head strategy consulting company pays more attention to the combination of top-level planning, strategic path selection and tactical landing ability, and can provide systematic consulting services such as brand integration, marketing management, product planning, channel planning and brand marketing in an all-round way to realize the integration of knowledge and practice of strategy and tactics.

　　In the medical consulting industry, actual combat experience and successful cases are important standards to measure the strength of consulting companies. Excellent consulting companies usually have rich practical experience and can provide practical solutions for enterprises. At the same time, there are many successful cases, which are not only symbols of strength, but also provide experience for other enterprises to learn from.

　　Second, the strength list: What are the excellent medical consulting companies in China?

　　In recent years, China’s pharmaceutical industry consulting companies are relying on excellent strategic consulting strength and rich practical experience to jointly promote the upward development of the pharmaceutical and health industries. The following is a detailed introduction to three consulting companies that are often in the forefront in the ranking list of several pharmaceutical marketing planning companies:

　　1. Kena Consulting

　　Kenner Consulting has been deeply involved in the field of medical health consulting for more than 20 years, serving more than 50 well-known domestic pharmaceutical enterprises, and is known as the leader of cross-border strategy in China, providing enterprises with the whole case planning service of "top-level strategic planning+effective tactics landing". According to official information of Kena, the clients of Kena Consulting include not only domestic first-line pharmaceutical companies such as Yunnan Baiyao, Shanghai Pharmaceutical Group, Dong ‘e Ejiao, Pien tze Huang, Renhe Pharmaceutical, Northeast Pharmaceutical and Shenwei Pharmaceutical, but also many well-known enterprises in the field of daily chemical health, such as Suntory, Wahaha, Jiuyang and Panasonic.

　　The successful cases of Kena Consulting include helping Yunnan Baiyao cross-border health and achieving a cross-border breakthrough of 70 billion industries; Helping Dong ‘e Ejiao to successfully cross the border big health industry, and the sales volume of Taohuaji Ejiao cake increased by 300%; Helping Pien Tze Huang, a 500-year-old pharmaceutical company, to lay out cosmetics health and create the second growth pole of the company with "yellow skin", which fully demonstrated the strength and professionalism of Kaina Consulting in the field of medical health consulting.

　　2. China and China

　　Hua and Hua are famous for their creative design and are good at injecting new vitality into brand planning from the perspective of symbols. In the pharmaceutical industry, it has designed brand symbols and super symbols with memory points for many enterprises, such as Little Sunflower Doll of Sunflower Pharmaceutical, Green Checked table linen of Chubang Soy Sauce, etc. Hua and Hua use symbols to enhance the market awareness of products and enhance brand recognition and loyalty.

　　3. Ye Maozhong

　　Ye Maozhong advocates the concept of "conflict marketing" and is good at creating conflicts through advertising language and advertising pictures, thus attracting attention. In the pharmaceutical industry, it has created a number of out-of-the-box advertisements for brand products such as Neptune Jinzun and Neptune Yindefei, which has enhanced the brand’s popularity and promoted product sales.

　　In addition, trout, Reese, Adoption, Qizheng Mugu and other consulting companies have also performed relatively well in the field of medical consultation in China. It is the intellectual empowerment of these consulting companies that has promoted the development of the medical consulting industry in China.

　　Under the background of multiple challenges faced by the pharmaceutical industry in China, it is very important to choose a suitable consulting company for the development of pharmaceutical enterprises. China pharmaceutical enterprises should comprehensively consider the performance, company background, consulting depth, consulting performance and customer reputation in the ranking of pharmaceutical marketing planning companies, so as to choose a marketing consulting company that can really help the development of enterprises. At the same time, I also hope that China Consulting Company can grow together with China pharmaceutical companies and make greater achievements.

Wan ‘an Town, located along the Hengjiang River in the Xuxiu Basin, is one of the four ancient towns in Huizhou, named after Wanan Mountain (also known as Gucheng Rock) in the east. The embryonic form of the market town was formed as early as the Han and Sui Dynasties, with a documented history of more than 1,700 years. It was once the seat of county governance and county governance. It is close to Yicheng, and it is located in the land transportation center of yi county, Qimen and Wuyuan, Tunxi and Yansi, and Anqing, Jiangxi, Hunan and Fujian. And according to the water transport trunk road in the upper reaches of Qiantang River, the boat can go upstream to yi county Fishing Pavilion and go straight to Hangzhou, Zhejiang. Because Wan ‘an has both the convenience of horses and chariots and the benefits of boats and boats, a large amount of grain and oil, bamboo, wood, tea and other materials produced by surrounding towns are concentrated here for processing, sales or transshipment, making it an important commercial port and water transport terminal in ancient Huizhou.

After hundreds of years of development, by the Ming and Qing Dynasties, Wan ‘an Street had ranked first among the nine major markets in Xiuning County, and the people had the reputation of "a small Xiuning City and a large Wan ‘an Street". The street is about five miles long, and there are many shops on both sides of the long and narrow street, so it is also known as the "first sight" market. Even in the late Qing Dynasty and the early Republic of China, there were still more than 50 kinds of industries, more than 140 shops and workshops along Wan ‘an Street, such as cloth, grain and oil, sugar mill, sauce garden, pawn, Chinese medicine, Hui ink, compass, waste mill, furnace mill and sedan chair, and we can imagine its prosperity in its heyday.

However, this is not the same. Compared with the bustling Tunxi Old Street in the center of Huangshan, Wan ‘an Street now looks depressed and desolate. There are almost no pedestrians on the street, and there is no smell of chickens crowing and dogs barking. Many old houses have been in disrepair for a long time and are uninhabited. The once busy dock has now become a laundry place for women, and there are no traces of shops that were lined up in the past. Only the blue stone road with smooth feet is still vaguely showing the pedestrians on Wan ‘an Street in the past.

Wan’ an old street

At the same time, there is also a skill that continues. From Wan ‘an Street eastward to No.70 Shangjie, the signboard of "Wu Luheng Compass Old Shop" came into view. "Compass" is the honorific title of Feng Shui master for compass. According to research, Wan ‘an Street compass manufacturing industry started in the late Yuan and early Ming Dynasties, developed in the Ming Dynasty, and flourished in the middle of Qing Dynasty. It has a history of more than 600 years, so Wan ‘an is also called "the hometown of compass". In 2006, Wan ‘an compass making skills were included in the first batch of national intangible cultural heritage list.

Wu Lu heng Luo Jing old shop

"hometown of compass"

The prosperity of Wan ‘an Compass is related to its geographical and humanistic environment and social needs. Huizhou is the birthplace of Neo-Confucianism in Song and Ming Dynasties, and its social culture is deeply influenced by Neo-Confucianism in Cheng and Zhu. Neo-Confucians Cheng Hao and Cheng Yi in the Northern Song Dynasty and Zhu Xi in the Southern Song Dynasty, as well as many later Neo-Confucians, all wrote books on Yi-ology, and there were special articles emphasizing the study of Feng Shui. Xin ‘an Neo-Confucianism, which originated from Cheng Zhu’s Neo-Confucianism, prevailed in Huizhou for nearly 700 years, and had a profound impact on Huizhou society, making the geomantic activities in this area last forever and forming traditional social customs. The Southern Song Dynasty’s Xin ‘an Annals said: "The disadvantages of its people are that it is good to appoint personnel, and it is good to bury people in mud until the age of choosing auspicious days. There are still a few doors in the market, so it is good for luck." It shows that Huizhou people at that time were very particular about the geomantic omen of buildings and tombs. In the early Qing Dynasty, Zhao Jishi, a native of Wan ‘an, Xiuning County, wrote "Send to the Garden, Send to the Place", saying that "Feng Shui is especially important for Hui people, and it is strong to settle disputes at ordinary times", which shows the prevalence of Feng Shui in Huizhou.

At the same time, Huizhou has a self-sustaining feng shui system since ancient times, and the most influential representative is He Lingtong. He Lingtong (922-1019), whose name is Pu, was originally a master of the Southern Tang Dynasty. According to the expert Kanyu family, during the Xiande period of the later Zhou Dynasty (954-960), he was demoted as the Xiuning county magistrate because of the unfavorable admonition of Li Jing to repair the Niushou Mountain Mausoleum. After resigning as a monk. He has done a lot in the theory and practice of "Yang Zhai" and "Yin Zhai". "Xiuning County Records" said: "Where Hui people are buried in good places, why are the Buddhist teachers?" He Lingtong’s geomantic omen has been passed down in Huizhou. For example, the You family in Jixi, Wuyuan, that is, "the learning of He Lingtong, the master of my uncle’s family", has produced many famous Feng Shui masters in past dynasties. In the Ming Dynasty, you Yuanli also wrote in "At the beginning of Yongle, Bo Tian Shoushan Mausoleum should be summoned and given back to the mountain". He Keda, a famous feng shui master in Xiuning, a descendant of He, was the planner who reconstructed the village environment and built the village water system during the Ming Yongle period in Hongcun, yi county, a world cultural heritage site.

In addition, in the Ming and Qing Dynasties, after they became rich in foreign business, Huizhou merchants returned to their hometowns to build houses, ancestral temples and ancestral graves. Before these activities broke ground, Mr. Feng Shui was invited to choose his direction, which made Feng Shui and compasses have a broad sales market. At the same time, foreign businessmen and geomancers also made a special trip to Wan’ an to buy compasses. These unique cultural, economic and geographical conditions objectively promoted the emergence and development of Wan ‘an compass, and Wan ‘an compass industry came into being, which gradually made Wan ‘an Town one of the famous compass manufacturing centers in Ming and Qing Dynasties.

compass

Skill inheritance

The compass shops in Wan ‘an history mainly include Fang Xiushui, Wu Luheng, Hu Ruyi and Hu Ping Rank. Wu Luheng’s compass shop was founded in the first year of Yongzheng in Qing Dynasty (1723), and it is a rising star in Wan ‘an compass making industry. Compasses and sundials made by founder Wu Guozhu (word Lu Heng) are popular all over the world because of their high quality and high precision, and "Wu Luheng" has also become a well-known brand in China compass industry. Later generations inherited the ancestral system, and made "foreign-style sundials" and "solar-term sundials", etc. The products were sold in China urban and rural areas, and even spread to Japan, Korea, Southeast Asia, Europe and America, enjoying a good reputation at home and abroad. In the 4th year of the Republic of China (1915), the compass and sundial jointly produced by Wu Luheng’s fifth and sixth generations, Wu Yuxian and Wu Weicang, were awarded the second prize of China’s products for the Panama World Expo, and won the gold medal at the Panama World Expo. Wu’s compass shop was handed down for six generations and closed in the 1960s. In 1990s, Wu Shuisen, a seventh-generation inheritor and later named as a national intangible heritage inheritor, returned to his ancestors’ old business and restored Wu Luheng’s compass making skills.

China prepares for the second prize certificate of Panama World Expo products.

The current "shopkeeper" of Wu Luheng’s old compass shop is the eighth generation descendant Wu Zhaoguang. Wu Zhaoguang was born in 1984. He started to make compasses at the age of 10, "looking at it for three years and repairing it for three years". At the age of 16, he basically mastered the core technology of Wu Luheng’s compass making. But he doesn’t think this is the embodiment of parents’ sense of inheritance. "Do you think farmers will deliberately train their children to farm? That’s not training, but working for the family. You are a family laborer. " Wu Zhaoguang feels that "the thing I want to do most since I was a child is to play". Learning to make a compass is forced, and I have never considered cultural inheritance. At the age of nineteen, he joined the army despite his father’s opposition and followed the troops everywhere.

When he was a soldier, a letter from his father Wu Shuisen touched him greatly. Around 2003, the environment of the whole compass industry was very bad. Wu Shuisen felt that he was too old to make a compass. He hoped that his son would come back to take over, inherit this craft and lead the compass industry to the right track. On second thought, Wu Zhaoguang returned to Wan ‘an Town after the expiration of his service and took over the operation of the old shop. He decided to "do something famous".

The first is to expand the scale of production. The compass made by Wu Luheng’s old shop has to go through seven complicated processes, including material selection and blank making, turning, dividing, liquidation, writing, oil delivery and needle installation, and each step must be made by hand. The most critical process is to install the magnetic needle: first, place the steel needle on the natural meteorite to magnetize it. When installing, the center of gravity of the magnetic needle should be accurately determined, so that the fulcrum can not produce resistance, so that the pointer can rotate freely. This process is the core technology of compass making, which can only be completed by the shopkeeper himself in the secret room.

In the past, Wu Shuisen completed all the processes alone. Wu Zhaoguang persuaded his father to hire people and take apprentices, and handed over the first six processes to others to improve the compass output. Secondly, to expand publicity, Wu Zhaoguang established a website to introduce the history and production process of compass, and also began to sell compass on QQ. These operations, which now seem normal, made my father feel very incredible at that time.

Two or three years later, the old shop was gradually on the right track, and Wu Zhaoguang and his father were faced with a choice: should they sell the compass to the government or a professional feng shui master? At that time, the government purchased a large number of local specialties as gifts, including Huimo, inkstone and compass, and the order amount sometimes reached hundreds of thousands or even millions. However, they feel that the relationship between government procurement and policy is too close and not safe enough. In contrast, although individual customers are difficult to do, as long as the products are well done, the accumulated reputation and resources will continue. Therefore, they positioned the product audience as professional customers. Later, the "eight regulations" strictly controlled the three public funds. Due to proper pre-judgment, the reduction of government orders hardly affected Wu Luheng’s compass store.

Many people are also playing the idea of "Wu Luheng", the golden signboard of Wanan compass. Due to Wu Shuisen’s lack of trademark awareness, "Wu Luheng" was squatted in the 1990s, and it took nearly 20 years to get the trademark back. There are also some small workshops that put the names of Wu Shuisen and Wu Zhaoguang on their homemade compasses and sell them on Taobao. In order to set the record straight, Wu Zhaoguang also opened a Taobao shop to keep informed of the inventory situation at any time to prevent customers from being cheated.

Mr. Wu Zhaoguang

Compass requires a lot of raw materials. The rivers around Wan ‘an Town are criss-crossing, and the trees are lush, which is rich in a kind of "tiger bone wood". Its material is tough and does not show texture, so it is the best choice for making compasses. However, tiger bone wood should be left for three and a half to four years, and it can only be used after it is fully dried. Compass has many sizes, large and small. Due to the limitation of raw materials, the quantity distribution of compasses of various sizes needs to be prepared when storing wood according to the change of disc demand. "We have to predict the trend of the compass market in the next 3-4 years. Different schools have different interpretations of Feng Shui, so they need different compasses. For example, in the first two years, the market was sold with great enthusiasm, and there were piles of small ones, but no one bought them; But sometimes small-cap stocks are short-selling for several months in a row, and the market does not move. A certain period of time just happens to have more training courses run by a large feng shui school, and small-sized dishes will sell more; However, if the professional society has more training, it will be different. They are more inclined to explain the broader market with more content. "

In order to understand the trends of different schools, Wu Zhaoguang often communicates with feng shui masters, but he still thinks that he can’t fully grasp the dynamics of the compass market. "We only produced more than 1,000 plates last year, but the demand is far from enough. For example, if the market demand is 10,000 and you only have 1,000, how can you ensure that 1000 is a comprehensive reflection of 10,000? Unless it is basically parallel to the market demand, it will be more reasonable to say so, but now we certainly can’t do it. " Wu Luheng’s old compass store has more than 100 kinds of samples, and the common types are Sanhe, Sanyuan, Zhonghe, Xuankong and Zhuzi. Customers mainly choose and book the dishes from the website of the old shop, and Wu Zhaoguang processes and makes them according to the customer’s needs.

Wu Luheng’s old compass shop has more than 20 employees, but it can’t be regarded as a commercial company. Wu Zhaoguang calls their production mode "manual small-scale batch production", and generally no more than 20 compasses can be made in one batch. The old shop produces three kinds of products: compass, sundial and geomantic ruler. The price of compass ranges from 400 yuan to 10 thousand yuan, mainly from 2000 yuan to 3000 yuan. The most expensive product, the sundial, can be sold for more than 300 thousand, but it takes more than one year to make. Wu Zhaoguang feels that he is relatively relaxed. There is no pressure on sales of products, and there is no need for special sales staff. Every year, he has more than 5 million sales and a considerable profit margin.

Wu Zhaoguang is cautious about further increasing compass production. The key to increase the output is to reduce his own workload. After several years of hesitation, he made up his mind to split the most important needle installation link in the seven processes, take an apprentice in the pointer assembly, and only take charge of the most difficult pointer fulcrum production part. He hopes to increase the annual output of compass to 1500-1600. "If the technology is really liberalized, I will create competitors for myself. If I adopt a process-based liberalization, I can always leave the core technology. "

Every old shop has rules left by ancestors. There is a rule in Wu Luheng’s Compass Old Shop that requires employees to "enter the shop young and leave the shop old", and everyone is only responsible for a certain process of compass making. "The servants who followed my great-grandfather and grandfather used to work until they died. They bought two sets of clothes every year and paid monthly money. I will show them when they are sick. When they die, they have to prepare coffins for them. It is a bit like a bonded worker. I have been in charge for a lifetime." There is also "passing on the daughter-in-law but not the daughter", that is, the skill of compass making can be passed on to the daughter-in-law, but not to the daughter. "This is to keep the family’s intellectual property secret. The daughter is going to get married, but the daughter-in-law belongs to her own family, and the child born is surnamed Wu. My father’s generation is a typical’ daughter-in-law’s son’, because my grandfather passed away very early, but fortunately my grandmother inherited this skill and was able to pass it on to my father. "

Wu Zhaoguang believes that these rules are all to prevent technology from spreading abroad. "It may be the reason why we are engaged in this business. Our Wu family’s incense is not prosperous. It has only been passed down for eight generations in more than 300 years. Since Grandpa Tai, it has been’ four generations of single biography’." Mr. Wu Shuisen, the seventh generation descendant, died in 2014. Today, Wu Zhaoguang is 35 years old and has only one daughter. For the inheritance of skills, he said that he is considering it.

Fengshui culture

Wu Zhaoguang usually reads Feng Shui books and understands the basic knowledge, but he didn’t want to spend energy on research. He believes that Feng Shui is not a feudal superstition, nor a metaphysical myth, but an experience and law between man and nature summed up by ancient sages in China. The wisdom of the ancients is expressed in the form of symbols on a compass, and today, through these symbols, we can deduce the experience at that time like cracking a password.

"Whether it’s a yin house or a yang house, it’s nothing more than what kind of orientation. Why is it that changing the orientation of the door will make you’ prosperous’? In fact, it’s very simple. For example, if you walk into a street, the doors of some shops just don’t attract you, and you just can’t get in. But if you change the direction of the doors according to the terrain and environment, you can naturally go in. Isn’t this a money-sucking? There is also’ Wangjia’, that is, the wind direction of the house, the earth’s magnetic field, sunshine and other effects on the owner’s body. If the house is always out of the sun, then it must be humid, and people are prone to rheumatism. Therefore, a person’s physical condition is closely related to his living environment-the so-called Feng Shui-but the ancient Feng Shui master will not tell you, he will only tell you whether the house is good or not, and he will not tell you. In fact, I think this is a kind of science and the attitude of the ancients towards the relationship between heaven and earth. "

Hand-painted feng shui map

The rise and fall of compass industry also represents the rise and fall of geomantic culture. In Wu Zhaoguang’s view, geomantic culture was in its heyday in the Republic of China, and it entered a period of depression after the founding of the People’s Republic of China. It suffered a great blow during the Cultural Revolution, but it didn’t really stop. It just moved from the ground to the underground, and it didn’t pick up until the reform and opening up. In 2006, the production technology of Wan ‘an compass entered the national intangible cultural heritage list. At the same time, the national economy grew rapidly, and the compass industry began to take off under the joint action of culture and economy. "We are sitting here today, and we are sure what we want to eat first; Only by solving the problem of eating can we continue to want to wear; Food and clothing have been solved, and then I want to have a place to live; I can decide whether to live here or there when conditions permit. Doesn’t the prosperity of Feng Shui just reflect the improvement of our needs? "

In order to spread the compass culture, Wu Zhaoguang spent more than 10 million yuan to establish the only compass museum in China-Wan ‘an Compass Culture Museum behind Wu Luheng’s old compass shop. The museum was opened to the public free of charge in 2012, displaying nearly 1,000 pieces of cultural relics such as ancient compasses, sundials, geomantic rulers, ancient geomantic books, ancient maps, tools for making old compasses, and original award certificates of Wan ‘an Compass, and was selected as the first batch of top ten private museums in Anhui Province. In addition, considering that the raw materials for disc making have been listed as national protected tree species, they should not be cut down indiscriminately. In addition to reporting to the forestry department for purchase, Wu Zhaoguang also invested in the construction of more than 1,000 mu of raw material bases for compass materials.

Wan’ an compass culture museum

　　Chutian City News (Reporter Zhang Wanjun) When students were walking on campus, a grey magpie suddenly swooped over the top of its head from the branches and attacked it with its claws or beak. Recently, this scene happened many times in Nanhu Campus of Zhongnan University of Economics and Law. Experts say that the grey magpie may have been disturbed by human beings, and the attack may be to protect the territory.

　　Yesterday, Mr. Zhang from Xiaogan reported that he had recently attended training in Nanhu Campus of Zhongnan University of Economics and Law, and was attacked by the same magpie several times on campus. Although he was not injured, Mr. Zhang was very curious.

　　At 11 o’clock yesterday, Chutian Metropolis Daily reporter met Mr. Zhang at the north gate of Nanhu Campus of Zhongnan University of Economics and Law. Mr. Zhang introduced that recently, he was attacked by a magpie several times when he passed near the north gate of the school. According to his observation, this magpie not only attacked him, but also attacked students and citizens passing by many times, especially in the morning when there were many people. Mr. Zhang observed that most of the attackers were men and some women, among whom shorter men were the most vulnerable.

　　Under the guidance of Mr. Zhang, the reporter saw this magpie on a camphor tree near the scene. Except that the sound is a little squeal, the appearance of this magpie is not much different from other magpies.

　　When a male student wearing a gray T-shirt passed by the tree, the magpie suddenly swooped down from the branch and passed by the back of his head, which made the student feel a little puzzled.

　　Soon, a middle-aged man passed by and was attacked by this magpie. Different from before, the magpie attacked him again after the man walked a few meters away.

　　In the next few minutes, this magpie attacked three other students and citizens passing by. A student wearing a red T-shirt told the reporter that he felt the magpie scratching his back with its claws. Because he was separated by clothes, he was not injured. "This is the first time I have seen a bird attack people. It’s really strange!"

　　A shop assistant nearby confirmed that this magpie had been attacking students and pedestrians passing by for several days.

　　Gao Yanhong, chief engineer of Wuhan Zoo, said after seeing the pictures taken by the reporter that this is a grey magpie. He introduced that the grey magpie has a strong territorial consciousness and is aggressive. There may be a nest of the grey magpie near the incident site, which makes aggressive behavior to protect the nest; Another possibility is that this grey magpie has been disturbed and intimidated by the public, and it has made aggressive behavior against passers-by out of revenge.

　　On the 11th, National Health Commission released the Work Plan of Exploring Special Services for Depression Prevention and Treatment, which proposed that by 2022, the rate of depression treatment will increase by 50% on the existing basis.

　　The "Program" also suggests that all high schools and institutions of higher learning should include depression screening in students’ health checkups; All kinds of physical examination centers include emotional state assessment in physical examination items; Screening for maternal depression is included in routine pregnancy examination and postpartum visit.

　　depression

　　Is becoming the second biggest killer of mankind after cancer.

　　According to data released by the World Health Organization in 2019,

　　The total number of depression patients in the world exceeds 350 million.

　　There are more than 95 million people with pan-depression in China.

　　About 200,000 people commit suicide every year because of depression.

　　Shocking figures

　　Reminds us that we must face up to "depression"

　　Depression is a disease.

　　Not "unhappy", not "hard", not "obsessed", not "melodramatic" … … Depression is a definite disease.

　　According to WHO’s definition, depression is a common mental illness, which is mainly manifested in emotional aspects, but also some physical symptoms. Patients feel depressed, lose interest or enjoyment, feel guilty, or have low self-esteem, sleep and appetite disorders, physical fatigue, and difficulty in concentration.Depression can be divided into mild, moderate and severe depression according to its severity.

　　"Susceptible population" covers all ages

　　The data shows that the prevalence of depression in China is 4.2%.

　　 In the distribution of men and women, the prevalence rate of women is higher than that of men, especially the prevalence rate of maternal depression is increasing year by year.

　　 In terms of age distribution, the elderly aged 55-74 are susceptible to depression.

　　Around you and me, one in every 10 people suffers from depression.

　　△ Source: World Health Organization

　　Don’t think that only adults will get depression, and teenagers and children have the chance to get it.

　　 Among adolescents aged 15-19, the prevalence rate of males is about 3.1% and that of females is about 4.6%.

　　On August 22 this year, a tragedy happened in Luxian County, Sichuan Province. A 15-year-old girl jumped from the 25th floor. Her father was injured while trying to rescue her daughter downstairs. Both of them died after being rescued. The girl’s mother said that she suffered from depression and was hospitalized before the incident.

　　Although from this point of view,The "attack range" of depression is not limited to a certain age group.However, its occurrence is closely related to people’s current living conditions.

　　People in these situations are vulnerable to depression. "Keep an eye on"

　　 People in high-pressure environment

　　People who are "stressed" have a higher risk of depression. Stress can come from chronic stress, such as study, work and economic stress, or from acute stress, such as the unexpected departure of relatives and traffic accidents.

　　△ Image source: 21st century business herald

　　According to the "Research Report on Mental Health of Workplaces in 2020" released this year, multi-dimensional factors such as social factors and family status will have an impact on mental health. In the survey,More than 40% of professionals have a tendency to be depressed.

　　 Women in Three Special Periods

　　Because women are more sensitive and empathetic. Their risk of depression is twice that of men, especially inPuberty, postpartum and menopauseThese three special stages are more obvious.

　　 Teenagers in contradiction

　　In recent years, depression has begun to show a trend of younger age, and the number of patients with depression in adolescence has increased year by year. Relevant data in 2017 show that the prevalence rate of adolescents has reached 4%~8%.

　　△ Source: Blue Book of Education: China Education Development Report (2018).

　　"Blue Book of Education: China Education Development Report (2018)" counts 392 cases of suicide among children and adolescents publicly reported in one year, and three types of factors leading to depression among adolescents areFamily conflicts, academic pressures and conflicts between teachers and students.

　　Therefore, as mentioned in the "Program", it is appropriate to suggest that all high schools and institutions of higher learning should incorporate depression screening into the content of students’ health examination.

　　 Lonely middle-aged and elderly

　　the agedDue to gradual aging, reduced communication with the outside world and lack of companionshipWait, it is also a high-risk group of depression.

　　In recent years, the incidence of emotional problems among the elderly has increased year by year, especially depression is not uncommon among the elderly.Depression has become one of the main diseases that affect the quality of life of the elderly and lead to a decline in happiness.

　　Nowadays, although more and more people have begun to care about and understand depression. However, there are still a large number of people who misunderstand or even prejudice it and regard depression as."melodramatic" and "fragile"Performance of.

　　Blx is melodramatic and fragile. How can she be depressed when she smiles so happily? Poor tolerance

　　Depression is fragile and vulnerable?

　　Misunderstanding!

　　"People who have never drowned will never know what it is like to be unable to breathe."

　　Depression is not melodramatic, not moaning, but a disease that needs medical intervention.

　　Others don’t care, don’t care, even cynicism and bad words.It may have irreparable consequences for patients.

　　People with cheerful personality will not suffer from depression?

　　Misunderstanding!

　　Many people think that people who are usually cheerful will definitely not suffer from depression, while introverts are prone to depression.This is the biggest misunderstanding of depression.

　　Being friendly and cheerful is only a person’s personality or habitual behavior pattern, and has no essential relationship with depression. It is precisely because they love to laugh, be friendly and cheerful that their true feelings and needs are more easily overlooked and not easily discovered, soPlease give them more understanding and care once they take the initiative to ask for help.

　　Depression is anxiety, a serious "mental illness"?

　　Misunderstanding!

　　Depression and anxiety.Often mentioned at the same time. However, it is a misunderstanding to treat anxiety less than depression and explain the cause of depression with too much anxiety.

　　haveVery few patients with severe depression.Because of their illness, they can’t express their feelings and their words are logically confused. In this case, don’t label them as "mental illness". After treatment, this kind of depression is almost alwaysIt can completely return to normal after a few weeks and months.

　　After avoiding these misunderstandings, how to detect the symptoms in time so as to intervene and treat as soon as possible?

　　The following manifestations of depression can be felt not only by yourself, but also by people around you ↓

　　At present, the treatment of depression is mainly based on antidepressant drugs, supplemented by psychotherapy or physical therapy.

　　medication

　　At present, the main treatment for depression is medication.

　　According to the data, antidepressants can effectively improve depression, relieve somatization symptoms and anxiety symptoms, and the effective rate is 60% ~ 80%.

　　psychotherapy

　　Compared with drug therapy, the advantage of psychotherapy is that it can make up for the high recurrence rate of drug therapy. Secondly, psychotherapy is more humanized and easy to be accepted by some patients who are unwilling to take drug therapy.

　　Psychotherapy can change mood and behavior by changing cognition. It intervenes from a higher level, that is, the central level, to regulate neurotransmitters, so as to act on the downstream and achieve curative effect.

　　physiotherapy

　　The treatment of depressive disorder mainly depends on medication and psychotherapy, but about 20% patients show poor curative effect in long-term follow-up.

　　These patients may take physical therapy to intervene. At present, the common physical therapy is MECT, TMS (Transcranial Magnetic Therapy) and so on.

　　Listening and caring of people around you.

　　Depression ≠ Being in a bad mood is a disease.Not only do you need to receive professional treatment, but you also need more companionship, more listening and more care from your family.If there are people with depression around us, we should help them like this:

　　Give them full trust and don’t use excessive words to stimulate and accuse them;

　　Provide a quiet and safe environment, and properly keep items that may be dangerous;

　　Listen patiently to their expressions;

　　When someone around you is found to be prone to depression, observe and take care of them in time and take them to see a doctor if necessary.

　　To prevent depression, we need to make psychological adjustment fundamentally. These self-adjustment methods may help ↓

　　Sleep method:Adequate sleep can relieve fatigue and reduce the impact of bad mood on the body.

　　Exercise method:Exercise is one of the most effective ways to relieve bad mood, which can help the body secrete happy dopamine.

　　Diet:Carbohydrate is a kind of food that can calm the mood. It can make the brain secrete a neurotransmitter, which helps people calm down and relax.

　　Hint method:It is found that among people who experience depression, people who can actively find the positive side can get out of the mood faster.

　　Color method:Anger, stay away from red; Depression, stay away from black and dark blue; Anxiety or nervousness, choose light blue.

　　Music:Listening to music for 10 minutes can relieve bad mood. Sometimes it is better to learn unfamiliar music.

　　Breathing method:When you are under stress, you should slow down your breathing and try to roll your tongue back. Can relieve emotions in a few seconds.

　　Illumination method:Keeping yourself in a bright environment can effectively resist the influence of bad emotions.

　　Like other diseases

　　Depression should not be misinterpreted and discriminated.

　　Only by facing it squarely and understanding it.

　　It is possible to defeat it.

　　　 Following the scandal that Kitagawa, the president and founder of Genese Office, sexually abused a number of Jr. students (boys and young children), the Weekly Wenchun, published on November 4th, once again exposed the intimate and indecent photos of four members of the popular group Lan, Satoshi Ohno, Matsumoto Jun, Ninomiya Kazunari and Masaki Aiba, and the late AV actress AYA (real name: Makinoda Cai, aged 30) who committed suicide, causing an uproar.
　　　
　　　 You are the successor of SMAP, a national group. Lan has swept all fields of arts and energy in recent one or two years. He is also the ambassador of the national "building a country through sightseeing" designated by the Japan Tourism Office, with a fan range of "all men, women and children". As a role model for the majority of Japanese teenagers, Lan has followed Satoshi Ohno’s previous "drug threesome" doubts. The close relationship between several members and AYA this time has formed a new round of impact on the outside world.
　　　
　　　 Wenchun Weekly published an article by a reporter who had a good friendship with AYA for more than three years. This reporter interviewed her many times before her death, and AYA and the reporter described in detail the fact that she had an affair with many Genese idols.

　　　 "Weekly Wenchun" reveals the intimate photos of AYA, Satoshi Ohno and other Genese artists, and reveals that "she has a physical relationship with four members of Lan except Sh? Sakurai, and has been in contact with Tomoya Nagase of TOKIO, and with KAT— TUN’s photo of Tian Zhongsheng date was also photographed by other weekly magazines in the past. And lived with Masaki Aiba for a while. ". Not only that, AYA also had contacts with Shibutani Subaru of Guan8, Tsubasa Imai of Tackey & Tsubasa, tetsuya komuro and his wife, Tomomi Kahara, Ayumi Hamasaki, Kaori Mochida, Masato Matsuura, President of Aihui, Ryuhei Chiba, Vice President, and Mr. and Mrs. Sakai, who were both arrested and punished for taking drugs.
　　　　
　　　 Wenchun Weekly reported that since the "drug-taking threesome" scandal in Satoshi Ohno, Genese Office ordered its artists not to associate with AYA any more. Since 2010, many magazines have published indecent photos of Genese idols one after another. "It is estimated that AYA released materials to the media — — In order to retaliate against Genese in disguise. ".

　　　 16-year-old Makinoda Cai stood out in the program and was joined by 14 girls in tetsuya komuro to form "L☆IS". Unfortunately, the group was dissolved two months later, and then she turned to be a model and a racing girl, but none of them showed any outstanding performance. After that, Mu Ye Tian Cai turned to be a photo artist. In 2008, she launched a bold and sexy photo album, and in 2009, she officially entered the AV industry, with a general development. On October 23, he committed suicide by jumping off a building in his apartment. It has been pointed out by insiders that AYA may not have committed suicide, but killed him. "It is not surprising that she has too many secrets in her hand and has been excluded and resented by insiders." As for the truth, it is unclear.

　　Lead: # I am crazy # March 2020 netizens’ favorite cover inventory has ended. In this voting, big coffee and top traffic gathered in the March issue, and the competition was fierce. And YiBo Double Cover won the first and second place of this month’s "King of Cover" with super high votes!

　　I won the title of cover for Feng Kuang | March Magazine Competition, YiBo’s super popularity.

　　# I am crazy about it # The March 2020 issue of netizens’ favorite cover inventory has ended. In this voting, big coffee and top traffic gathered in the March issue, and the competition was fierce. And YiBo won the title and runner-up of "King of Cover" this month with the double covers of "Men in Fashion" and "cosmo in Fashion"! The third runner-up is the cover of Yifeng Li’s "Mr. Fashion".

　　Champion: "Fashion Men" YiBo votes: 35055.

　　Runner-up: "Fashion cosmo" YiBo votes: 33,765.

　　As a new top traffic, YiBo has proved its popularity to us. In the March issue, YiBo won this month’s champion and runner-up by overwhelming votes on the covers of two big magazines, Men in Fashion and cosmo in Fashion.

　　Third runner-up: "Mr. Fashion" Yifeng Li votes: 5382

　　Cover brand: BOSS

　　From fresh meat to mature male, shaved and put on a suit, Yifeng Li showed us the mature charm of 30+ male stars.

　　Fourth place: "Bazaar Man" Vin votes: 2650

　　Cover brand: LV

　　Vin, a 2g teenager, appeared on the cover of the March issue of Bazaar Men in a lv. Young is good, and he can hold all kinds of difficult pose and death angles.

　　Fifth place: Bazaar of Fashion Tianyi Luo votes: 1824.

　　Tianyi Luo appeared on the cover of Bazaar of Fashion in March, and now even virtual idols are beginning to compete with female stars. Do you have any reason not to work hard? !

　　Sixth place: "GQ" Jackson Yee votes: 1730

　　Jackson Yee appeared on the cover of the March issue of GQ, with excellent acting skills and strong fashion expression. He is really a teenager.

　　Seventh place: T Magazine Wu Yifan votes: 1442.

　　Cover brand: LV

　　What’s the experience of having a boyfriend who can take pictures? Wu Yifan, who never loses his face value, tells you that I can be selected for the cover of a magazine if I drink water.

　　Eighth place: Bazaar of Fashion Liu Shishi votes: 1035.

　　Cover brand: Chanel

　　Liu Shishi, who hasn’t appeared for a long time, appeared on the cover of Bazaar Fashion in Chanel, with elegant swan neck and indifferent temperament. Everything is still so beautiful.

　　Ninth place: "Grace" THEO votes: 1012

　　THEO appeared on the cover of the March issue of "Grace", with a warm color scheme and more affinity.

　　Tenth place: VOGUE Chris Lee votes: 827.

　　Cover brand: Gucci

　　Chris Lee appeared in the March issue of VOGUE》3 wearing Gucci, and the graffiti-style creativity was full of novelty.

　　Eleventh place: madame figaro Liu Wen votes: 351.

　　Cover brand: Chloe & Noir Kei Ninomiya

　　Liu Wen appeared on the cover of the March issue of Madam Figaro, and her big cousin under the night sky was bursting with gas.

　　Twelfth place: Fashion Roy votes: 310.

　　Roy appeared on the cover of the March issue of Fashion, feeling full of youth.

　　13th place: Fashion COSMO》 angelababy votes: 277.

　　Cover brand: Dior

　　On the cover of the March issue of Fashion Cosmo, angelababy, who turned into an elf, and her insect "friends" are playing among the flowers, which is full of creativity.

　　Fourteenth place: "ELLEMEN" votes: 190

　　In the first half of the year when the illustration style prevailed, the cover of ELLEMEN, a group of illustrations with anti-epidemic themes, was well received.

　　Fifteenth place: "demeanor men’s uno》 Angelababy votes: 154

　　Cover brand: Dior

　　Angelababy appeared on the cover of March issue of "Manners Men’s Uno" in Dior, with dark color scheme, dreamy and mysterious.

　　Sixteenth place: T magazine Shu Qi votes: 112.

　　Shu Qi appeared on the cover of the March issue of T Magazine.

　　Seventeenth place: Bazaar of Fashion Du Fu votes: 76

　　Cover brand: Miu Miu

　　Du Fu wore Miu Miu on the cover of Bazaar of Fashion, bringing her own cool temperament.

　　Eighteenth place: "Jia Ren" Zhang Ziyi votes: 65

　　Cover brand: Giorgio Armani

　　Zhang Ziyi’s pregnancy cover film, firm and gentle eyes, this state deserves to be an "international chapter"!

　　19th place: Fashion Men Huang Xuan votes: 30.

　　Cover brand: Dior Men

　　Huang Xuan appeared on the cover of the March issue of "Men of Fashion" wearing Dior Men, which is still the familiar elegance of Huang Xuan style.

　　Twentieth place: "ELLE" He Cong votes: 26

　　Cover brand: Chanel & Dior

　　He Cong appeared on the cover of the March issue of ELLE》3 in Chanel & Dior, showing the fashionable expression of supermodel.

　　Twenty-first place: "ELLE》 Edie Campbell votes: 23

　　Cover brand: Saint Laurent & Balenciaga

　　Supermodel Edie Campbell appeared on the cover of the March issue of ELLE》3 in Saint Laurent and Balenciaga.

　　These are the voting results of this month’s # I am crazy #, and I look forward to the wonderful cover of the April issue of star models!