作者： admin

　　This year marks the 75th anniversary of the victory of the World Anti-Fascist War and the founding of the United Nations. The sudden global epidemic of COVID-19 and the unprecedented changes in the world in a century have interacted with each other, accelerating the changes in the international situation. Faced with the superposition of multiple crises, most countries advocate that only by helping each other in the same boat can we tide over the difficulties. However, a few big countries have gone against the trend, and unilateralism has become increasingly fierce. They have used multilateral mechanisms or treaties together, rejected them if they disagree, and beggar their neighbors in an attempt to provoke a "new cold war", seriously undermining the international system with the United Nations as the core and threatening world peace and development. In the post-epidemic era, what kind of future the world needs and what kind of United Nations the world needs come one after another, and there is an urgent need for powerful and accurate answers.

　　At the critical historical moment, the Chairman of the Supreme Leader attended a series of high-level meetings on the 75th anniversary of the founding of the United Nations and delivered an important speech, putting forward many new expositions and new ideas on how to build a more just and rational international order, effectively respond to global challenges, and lead the common development in the post-epidemic era, explaining with actions that "a big country should have a big look". Chairman Supreme Leader’s speech was penetrating, with profound thoughts and rich connotations. He made a strong voice of shouldering historical responsibility and defending multilateralism, further established China’s image of safeguarding international fairness and justice, and won wide recognition and respect from the international community. These new expositions and propositions have further enriched and developed the theoretical and practical connotations of the Supreme Leader’s diplomatic thoughts, and have important theoretical and contemporary values.

　　Defending multilateralism China is not absent

　　When the United Nations was born 75 years ago, its original intention was to "save future generations from the unspeakable scourge of war in this generation". As one of the founding members of the United Nations, China was the first country to sign the Charter of the United Nations. Seventy-five years later, the world is at a new crossroads, with multiple crises and challenges intertwined, and the contest between multilateralism and unilateralism, mutual benefit and win-win and zero-sum game is becoming increasingly fierce. At the critical juncture of the historical turning point, China stepped forward and demonstrated its role as a great power. Chairman Supreme Leader focused on how to build a new type of international relations and a community of human destiny, reaffirmed his firm commitment to the purposes and principles of the UN Charter, made a new judgment on the evolution of the international order and the risks and challenges facing the world in the post-epidemic era, and put forward an eye-catching China plan on major issues such as where the world should go and what China should do. It was forceful, thought-provoking and of great significance.

　　In his important speech at the 75th anniversary summit of the United Nations, the Chairman of the Supreme Leader put forward four suggestions: upholding justice, enforcing the rule of law, promoting cooperation and focusing on action. These important suggestions face up to the severe challenges faced by the United Nations in the new situation, and meet the ardent expectations of the people of all countries. They not only affirm the positive role of the United Nations, but also put forward very distinctive constructive opinions with China characteristics for the future direction of the United Nations and the key issues facing mankind. Their core is in the same strain as the spirit of the Charter of the United Nations, and the spiritual essence of the Charter of the United Nations is multilateralism. China’s defence and care for multilateralism is the best commemoration of the victory of the world anti-fascist war and the 75th anniversary of the founding of the United Nations.

　　In response to the impact of the COVID-19 epidemic, there are different voices in the international community. In his speech at the general debate of the 75th United Nations General Assembly, the Chairman of the Supreme Leader profoundly expounded the enlightenment brought to us by the COVID-19 epidemic, stressing that we live in an interconnected global village and share weal and woe together. We should establish a sense of community of destiny, jump out of small circles and zero-sum game thinking, establish the concept of big family and win-win cooperation, abandon ideological arguments, cross the trap of clash of civilizations, respect each other’s independent choice of development paths and models, and make world diversity the progress of human society. The views on building an open world economy put forward by the Supreme Leader in his speech have injected new impetus into global anti-epidemic cooperation and broadened our thinking.

　　Lucid waters and lush mountains are invaluable assets’s concept and the new development concept of innovation, coordination, green, openness and sharing are the important contents of the supreme leader’s ecological civilization thought. The Chairman of the Supreme Leader pointed out at the United Nations Biodiversity Summit that adhering to ecological civilization and enhancing the driving force for building a beautiful world have set a new benchmark for global ecological civilization construction. The Chairman of the Supreme Leader emphasized maintaining green development, cultivating the vitality of high-quality economic recovery after the epidemic, enhancing the sense of responsibility and enhancing the mobility to deal with environmental challenges. All countries should speed up the formation of a green development mode and lifestyle, build an ecological civilization and a beautiful planet, promote the "green recovery" of the world economy after the epidemic, gather together the strong synergy of sustainable development, and integrate man and nature, economic development and environmental protection into one, so as not to lose sight of one thing and lose sight of another.

　　As a permanent member of the Security Council, China is duty-bound to support the cause of the United Nations. Despite great changes in the international situation and some unprecedented challenges and risks, China’s adherence to the Charter of the United Nations and its support for multilateralism are unwavering. Hit the floor, Chairman of the Supreme Leader, clearly pointed out that we should stick to the road of multilateralism and safeguard the international system with the United Nations at the core. China’s clear stand is crucial to the future development of the United Nations, which has effectively boosted the international community’s confidence in the United Nations and resonated with the international community.

　　Maintaining fairness and justice China is not absent.

　　China advocates following the purposes and principles of the UN Charter, insisting that all countries, big or small, strong or weak, rich or poor, are equal, promoting the democratization of international relations and safeguarding international fairness and justice. However, some big countries are always condescending, interfering in other countries’ internal affairs at every turn, and are keen on engaging in long-arm jurisdiction, unilateralism and bullying, "decoupling" and "retreating from the group", seriously undermining the norms of international relations and seriously weakening the authority of the United Nations. In this regard, UN Secretary-General Guterres warned that the world is no longer bipolar or unipolar, but is changing towards multipolarization. The COVID-19 epidemic has cast a shadow over today’s world, but at the same time it is urging us to take immediate action. "If we can’t come together under the proper global mechanism, we will be crushed by division and chaos." Guterres called for innovative thinking on global governance and multilateralism to meet the needs of the 21st century.

　　Nowadays, most countries in the world are developing countries, and most people live in developing countries. How to ensure that each country has an inalienable right to independence and everyone enjoys an equal right to survival and development has a long way to go. Under the epidemic examination, the global governance deficit needs to be filled urgently, and the key is how to better safeguard fairness and justice. In the face of complicated challenges, China is not afraid of power, arguing that world affairs need to be discussed and handled by all countries, and no country has the power to take charge of international affairs, dominate other countries’ destiny and monopolize development advantages. China firmly stands on the right side of history, taking a clear-cut stand to safeguard the spirit of the UN Charter and international fairness and justice.

　　The Chairman of the Supreme Leader pointed out that mankind has entered a new era of interconnection, and the relations and interests of all countries can only be coordinated by systems and rules, and no one can listen to the fist. Relying on the cold war mentality, drawing a line with ideology and playing a zero-sum game can neither solve domestic problems nor meet the common challenges facing mankind. Chairman of the Supreme Leader emphasized that there is only one system in the world, that is, the international system with the United Nations as its core; There is only one set of rules, that is, the basic norms of international relations based on the United Nations Charter. China never engaged in ideological confrontation, never advocated decoupling, and never wanted to dominate the country. Safeguarding international fairness and justice and firmly supporting multilateralism are in line with the general consensus and expectation of the international community. China upheld justice on the United Nations stage, stirred up turmoil and made clear the common aspiration of the international community. The persistence of China and the vast number of peace-loving countries has effectively safeguarded the international system with the United Nations at its core and made the consensus on building a community of human destiny more deeply rooted in the hearts of the people. In fact, solving problems through unity and cooperation and building a community of human destiny together are the only way to build a more just and rational new international order.

　　Focus on action. China is not absent

　　The Chairman of the Supreme Leader emphasized focusing on action, pointing out that "you can’t just prescribe drugs, but you can’t see the effect". China is an active actor, advocating and unswervingly taking the road of multilateralism, safeguarding world peace, promoting development and protecting human rights, and its performance and achievements are remarkable.

　　China has become a key force in United Nations peacekeeping. China actively participates in international peacekeeping operations, and is the second largest contributor and contributor to the United Nations and the largest troop contributor as a permanent member of the Security Council. The white paper "Thirty Years of China’s Military Participation in United Nations Peacekeeping Operations" issued by the State Council Information Office points out that it has always been the initial intention and mission of China’s military participation in United Nations peacekeeping operations to fulfill its role as a great power, safeguard world peace and serve to build a community of human destiny. Since 1990, China has participated in 25 UN peacekeeping operations in more than 20 countries and regions, and has sent more than 40,000 peacekeepers. Moreover, as a permanent member of the United Nations Security Council, China upholds fairness and justice, constantly explores and practices solutions to regional hot issues with China characteristics, persuades peace and promotes talks, and promotes regional peace and stability. China declared that it would never seek hegemony, expansion or sphere of influence, and insisted on bridging differences through dialogue and resolving disputes through negotiation, thus making important contributions to world peace and stability.

　　China’s successful poverty reduction has enhanced the confidence of developing countries and made an outstanding contribution to global development. China is confident that all the rural poor will be lifted out of poverty as scheduled under the current standards, and the poverty reduction goal of the United Nations Agenda for Sustainable Development in 2030 will be achieved 10 years ahead of schedule. At the same time, China has established itself, extended a helping hand to developing countries in a timely manner, and actively contributed to international development. The epidemic has made the global poverty reduction even worse. It is estimated that nearly 100 million people will fall into extreme poverty again, especially women and children. It is urgent to strengthen South-South cooperation and promote sustainable development. Through the South-South Cooperation Assistance Fund, China cooperated with the United Nations and other international organizations to implement development cooperation projects in the fields of food aid, disaster relief, refugees, health, women and children in nearly 40 countries, which was well received. Chairman of the Supreme Leader announced that China will provide another US$ 50 million in support to the United Nations global humanitarian response plan for the COVID-19 epidemic; China will set up the third phase of China with a scale of 50 million US dollars — FAO Trust Fund for South-South Cooperation; China — The United Nations Peace and Development Fund will be extended for five years after its expiration in 2025; China will set up the United Nations Global Geographic Information Knowledge and Innovation Center and the International Research Center for Sustainable Development Big Data, which will provide new assistance for the implementation of the United Nations 2030 Agenda for Sustainable Development.

　　China established sustainable development as a national strategy and remolded the concept of development, believing that human society is a community of destiny, and that man and nature are also a community of destiny. China will host the 15th Conference of the Parties to the Convention on Biological Diversity next year, with the theme of "Ecological Civilization: Building a Community of Life on Earth", and share with the international community the experience of biodiversity management and ecological civilization construction. As the largest developing country in the world, China is willing to shoulder its international responsibilities to the best of its ability and make greater efforts and contributions to achieve the goals set by the Paris Agreement on Climate Change. China has achieved the related goals of tackling climate change and establishing nature reserves in 2020 ahead of schedule. Focusing on the post-epidemic era, China put forward the important concept of building a beautiful world and "green recovery" and strengthening the harmonious relationship between man and nature in order to achieve sustainable and high-quality development.

　　At the high-level meeting of the United Nations General Assembly commemorating the 25th anniversary of the Beijing World Conference on Women, the Chairman of the Supreme Leader highly affirmed the role of women, pointing out that women are pioneers of human civilization and promoters of social progress, and have made extraordinary achievements in all walks of life. The Chairman of the Supreme Leader praised the women in China in the fight against the epidemic, and emphasized the promotion of gender equality and the development of women’s cause around the world. Gender equality and women’s empowerment are important goals of the United Nations 2030 Agenda for Sustainable Development. In the next five years, China will contribute another $10 million to UN Women; China will continue to be established — UNESCO Girls’ and Women’s Education Award supports the education of girls and women around the world. China proposes to hold another global women’s summit in 2025. People’s happy life is the greatest human right. China adheres to the people first and life first, and is committed to maintaining world peace, eliminating poverty, building a world where women are free from discrimination and building an inclusive and developed society, which is an important contribution to the cause of human rights in the world.

　　China said what he said, matched his words with his deeds, and explained by actions that "a big country should have a big look". Five years ago, when the Chairman of the Supreme Leader attended the series of summits marking the 70th anniversary of the founding of the United Nations, he announced a series of major initiatives and pragmatic measures to support the development of the United Nations and promote the cause of multilateral cooperation, such as the establishment of a peacekeeping standby force and a standing peacekeeping police force, and the establishment of China — United Nations Peace and Development Fund, establishment of South-South cooperation assistance fund, donation to UN Women, training poverty alleviation professionals for developing countries, and so on. China has kept its promise, showing the international image of being responsible and action-oriented.

　　Looking at Jinsong in the dusk, it’s still calm to fly around. At present, the COVID-19 epidemic is still raging in many parts of the world, and the global risks and challenges can not be ignored. Whether to choose multilateralism or unilateralism, mutual benefit and win-win or zero-sum game, is of vital importance to the future of the United Nations and the establishment of a more just and reasonable international order. Despite the challenge of going against the wind and water, peace and development are still the theme of the times, and China’s development is still in a period of strategic opportunities.

　　The series of important speeches made by the Supreme Leader Chairman at the UN General Assembly have perfected the theoretical system of the idea of building a community of human destiny, and fully demonstrated the broad mind of not only seeking happiness for the people of China, but also striving for the cause of human progress. Five years ago, the Chairman of the Supreme Leader advocated building a new type of international relations and building a community of human destiny on the United Nations stage. The great changes that the world is experiencing in the past century have strongly confirmed the foresight of the Chairman of the Supreme Leader. China has given full play to its institutional advantages, and achieved excellent results in both fighting the epidemic and restoring the economy. In the post-epidemic era, China will vigorously promote the construction of a new development pattern with domestic macro-cycle as the main body and domestic and international dual-cycle promoting each other, adding new impetus to the development of the world economy. China is an important force for maintaining world peace. With its own strength growing, it will surely better safeguard world peace and development. Facing the new situation, new mission and new opportunities, the new theoretical and practical connotation of the supreme leader’s diplomatic thought will surely create a new situation in diplomacy with China as a big country.

　　(Author: Executive Vice President of China Institute of International Studies, Deputy Director of the Supreme Leader’s Diplomatic Thought Research Center)

　　While first-tier cities and hot-spot second-tier cities have increased the regulation of the property market, some third-and fourth-tier cities are welcoming "reverse" regulation, and "limit orders" have landed everywhere.

　　According to the incomplete statistics of The Paper, at least 7 cities have restricted the price reduction behavior of housing enterprises by interviewing them or issuing policies. However, behind the price reduction behavior, the debt pressure is high and the slow return of funds is a reality that some housing enterprises have to face, and a house price defense war is being staged.

　　At least seven cities issued a "limit order"

　　According to The Paper’s incomplete statistics, up to now, seven cities including Zhuzhou, Jiangyin, Heze, Yueyang, Kunming, Shenyang and Tangshan have issued "price limit orders".

　　The reason why it is called "limit order" is that some real estate enterprises or intermediaries have been interviewed or stopped by the government when they sell or represent new commercial housing at a lower sales price and significantly lower than the normal market price.

　　Take Zhuzhou, Hunan Province as an example. On September 9th, some citizens and netizens reported that enterprises such as Jinbi Real Estate, Rongsheng Real Estate, Borui Real Estate, Xinsheng Wanbo, Shell Broker, etc. sold new commercial houses or sold them as agents at prices significantly lower than the normal market price, seriously disrupting the order of the real estate market. In this regard, Zhuzhou City Housing and Construction Bureau subsequently interviewed the person in charge of the above-mentioned enterprise project and included it in the bad credit record of the enterprise.

　　Earlier, on August 31, the Notice on Further Promoting the Healthy and Stable Development of the Real Estate Market issued by the Housing and Urban-Rural Development Bureau of Jiangyin City, Jiangsu Province clearly mentioned that after the sales price of commercial housing was put on record, the actual transaction price of commercial housing should not be higher than the record price. At the same time, it is strictly forbidden to dump at a low price (such as below the cost price, lowering the price in disguise, etc.) and resolutely put an end to vicious competition, lowering the standard and quality, overdue delivery and other illegal acts.

　　Judging from the cities that have announced the "limit order" at present, the main suppression in various places is malicious price reduction, and the sales pricing of some housing enterprises is far below the market price, which is considered to seriously disrupt the market.

　　Cartography: The Paper

　　What is the price reduction sales of real estate enterprises?

　　What are the reasons behind the price reduction of housing enterprises?

　　The scale of sales has "turned from rising to falling", and the pressure on housing enterprises to withdraw funds has increased or one of the reasons.

　　According to the data monitoring released by the National Bureau of Statistics, Tongce Research Institute showed that in July, the sales area of commercial housing nationwide was 115 million square meters, down 9.45% year-on-year and 40.6% quarter-on-quarter. This is also the first time in the past year that "from rising to falling", indicating that China’s real estate sales have entered a downward channel.

　　From the perspective of development fund structure, the proportion of sales return to financing reached 57.15%, which was 3.9 percentage points higher than that in 2020, and the proportion of domestic loans to financing was 12.95%, which was 0.87 percentage points lower than that in 2020. This shows that the financing of housing enterprises mainly depends on sales return, and it is on the rise. In the future, the financing of housing enterprises mainly depends on "self-hematopoiesis". The growth of sales scale for the first time "from rising to falling" shows that the core source of funds for housing enterprises has begun to decline, and the pressure on housing enterprises to withdraw funds has increased.

　　Sun Hongbin, Chairman of Sunac China’s Board of Directors, mentioned at this year’s interim results meeting that the market pressure in the second half of the year is relatively large, which mainly comes from two aspects. One is that some enterprises started to cut prices when they were under pressure, and the other is that the national policy is relatively firm, which made everyone expect that the house price would not rise. Now the economic pressure is relatively large, and everyone’s purchasing power has been affected.

　　Sun Hongbin believes that the current market is particularly like 2018. "The whole credit market is short of funds. In the first half of the year, sales were relatively good, and loans were relatively difficult. However, loans in the second half of the year were still equally difficult, and the sales market fell sharply. The sales pressure in the second half of this year is very high, and it is expected that the market will still be fierce in the second half of this year. "

　　The turn of the property market may also become an industry consensus. Guo Yingcheng, Chairman and Executive Director of Kaisa Group, said at the performance meeting that in recent years, especially this year, the regulation of the real estate market has been more precise and the implementation of policies has been faster than before. At the same time, however, we are also facing great challenges. After precise regulation and control, after the sale of the sales end, the withdrawal of mortgage funds may be slower than before, which also brings certain pressure to enterprises.

　　In addition, debt pressure is also a "sword" hanging over some housing enterprises.

　　According to the relevant data released by the same policy research institute, the debt due to housing enterprises reached 1.2 trillion this year, with an average monthly debt of over 100 billion. The average debt ratio of the real estate industry in the second quarter was 77.85%, which was 1.34 percentage points lower than that in the first quarter and 1.23 percentage points lower than that in 2020 when three red lines were proposed. This shows that the effect of regulation has begun to appear, and housing enterprises regard reducing debt and optimizing the three red lines as their primary strategies. At the same time, however, more stringent regulatory measures have also accelerated the exposure of some housing enterprises to their debt defects, and the cases of default of housing enterprises’ bonds are increasing.

　　According to the statistics of RealData, since this year, the phenomenon of bond default in the real estate industry has increased significantly compared with the past two years. In just 6 months, there are 12 real estate enterprises that have defaulted.

　　Song Hongwei, research director of Tongce Researcher, believes that in the first half of the year, when the real estate market sold well, it was easier for housing enterprises to withdraw funds to pay debts. However, since July, the whole industry has entered the downward channel, and it is difficult to withdraw funds, and the pressure of paying debts is prominent. For cash flow, selling at a reduced price and exchanging prices for quantity has become the choice of many housing enterprises.

　　Facing the current market environment, Xu Shitan, the chairman of Shimao Group, mentioned at the interim results meeting that the policies of housing, no speculation, three red lines and concentration management will continue. Under such a policy background, it is no longer suitable for enterprises to emphasize high growth rate, so the company’s strategy is to "turn from attack to prevention" and at the same time increase the assessment of cash and repayment rate.

　　Xu Shitan said that the company has taken some measures to resist the market downturn. The company analyzed the sales in July and August, and the sales of the whole industry declined. In September and October, the company arranged many supply and sprint targets. At present, there is still a gap in the mortgage amount. The company dynamically manages the price and promotes preferential measures for buyers with high down payment ratio. Not only that, Xu Shitan also revealed that the price will be dynamically managed in the second half of the year, and at the same time, preferential measures will be increased.

　　Can the price be reduced?

　　The decline in housing prices should have been a good thing in the eyes of many people. Why is there a "limit order"? China News Network appeared at the same time in the "Price Limit Order" and "Price Limit Order". What happened to the property market? As mentioned in the article, house prices are not "unable to fall", but "don’t fall blindly".

　　In the view of Li Yujia, chief researcher of Guangdong Housing Policy Research Center, "three stabilities" are the targets of property market regulation, whether for the central government or for the local government. Ups and downs are not desirable, and may trigger market expectations fluctuations and further strengthen this ups and downs. In other words, if there is a significant decline, it may lead to further decline due to market expectations, forming a downward cycle. At this time, it is necessary to prevent the formation and circulation of this expectation through government intervention.

　　The relevant staff of Yueyang Housing and Construction Bureau also said in response to the "Notice on the Transaction Price Limit of New Commercial Housing Online Sign in the Real Estate Market" that the debt pressure of leading housing enterprises is relatively high recently, and the price of real estate is maliciously reduced in order to withdraw funds, resulting in market confusion. This is the main reason for the introduction of the policy.

　　A marketing person of a TOP40 real estate enterprise pointed out, "When there is a correction in the market, many developers will carry out certain price reduction promotions according to their own conditions. Of course, the market is still divided. There is not much inventory problem in first-tier and second-tier cities, but the third-and fourth-tier properties are relatively slow to be converted during the property market correction period, so it is normal that we will give some concessions to accelerate sales. The government is mainly cracking down on malicious price cuts, fearing that it is not conducive to market stability and will also trigger social events such as rights protection. "

　　"The downward pressure on housing prices in some cities is indeed increasing. According to the data released by the Bureau of Statistics, in recent months, the number of cities with a downward trend in house prices has been increasing, and the pressure on housing enterprises to reduce debts has also been increasing, which has led to the phenomenon that housing enterprises in some cities or regions have accelerated the pace of shipment and reduced prices. However, once the price reduction behavior of housing enterprises triggers a price reduction tide, it will trigger a chain reaction, which will greatly affect the orderly development of the real estate market, and will also affect the land market and have a greater impact on the local economy. " Zhang Bo, dean of the branch of 58 Anjuke Real Estate Research Institute, said.

　　So, is the "limit order" effective? In Li Yujia’s view, the property market is running at the highest level in history, and all parties have high demands for stability. Whether it’s a rapid rise or a rapid decline, whether it’s a whole city or a part of the city, it’s necessary to intervene appropriately, including not allowing large-scale price reduction marketing. This is the same logic as not allowing large-scale rise, and this intervention must be effective.

　　Guo Zhen, a researcher in the real estate industry of GF Securities Development Research Center, told The Paper that the government does not want to see the situation that house prices have been falling after the real estate enterprises bid with each other, which will also make the market enter a relatively vicious state, so it has been the direction of regulation and control in recent years to maintain the stability of house prices without sharp rise or fall.

　　Liang Nan, an analyst at Zhuge Housing Search Data Research Center, pointed out that from the perspective of cities that have issued "limit orders" at present, they are basically cities with high inventory and high pressure to remove chemicals. Perhaps some developers have drastically cut prices to speed up the sales repayment, which has led to market chaos to a certain extent, which is not conducive to the development of the property market. The introduction of the "limit order" policy can effectively curb the rapid decline in housing prices, avoid market chaos such as sharp price cuts, and further standardize the transaction behavior of the property market, which is conducive to promoting the healthy and stable development of the real estate market.

　　(This article is from The Paper, please download the "The Paper" APP for more original information)

　　"The integrated channel is an important platform to repay the society seriously, and it is also an important platform to repay the business and media circles present here. We should and must be the benchmark!" On December 15th, at the CCTV Integrated Channel 2018 Key Program Resource Promotion Conference held in Beijing, Wang Xiaozhen, director of CCTV Editor-in-Chief and director of integrated channel, made this statement.

　　In 2017, since the original program with real theme of Happy Chinese reached a single-issue super-high rating of 3%, The Reader triggered a social and cultural upsurge in an all-round way, and Waiting for Me pooled resources to build a media-based tracing platform. Come on! The scientific programs represented by Future, Wit, and Wit are continuously innovated, Challenge Impossible profoundly explains the great country’s meteorology, Classic Chanting and Spreading explores the innovative cultural programs with pop music, and a series of eye-catching word-of-mouth works make CCTV a well-deserved benchmark.

　　Under the rapid iterative media ecology, there are more and more TV programs, but there are only a handful of programs that really take value as the foundation and work hard on content. It can be said that in the domestic TV content market, CCTV has always taken the mission of being a big platform of the country, stuck to its value position, kept close to the pulse of the times, deepened the humanistic core of the program, innovated the mainstream value expression voice, and created many works with high quality and good reputation, leading the new industry trend.

　　"The new benchmark of the main position — — Leading 2018 "& mdash; — From the theme of the promotion meeting, we can see that adhering to the mainstream value transmission, positive energy output and establishing the industry vane with high-quality programs will be CCTV’s unshakable determination and consistent strategic path.

　　Stick to the value position and set the industry benchmark.

　　In the view of Wang Xiaozhen, director of CCTV’s editor-in-chief and director of comprehensive channels, the creative pursuit of high quality and agility of programs is the basic performance of CCTV as the main position of value communication, the new force of major theme propaganda, the demonstration site of innovation and Excellence, and the fertile ground for the growth of professional teams.

　　All along, CCTV has been taking concrete actions to take the initiative to shoulder the heavy responsibility as a national platform, becoming the main front for the spread of pioneer culture and mainstream culture, and delivering a steady stream of nutrition output and positive energy values to the society. Regarding the "benchmark", Wang Xiaozhen said that it should be understood in all directions. He said that the ultimate effect of shooting the "tank drift" project in "Challenge Impossible" is a kind of production height benchmark, as well as respect for the profession and reverence for the challenger; "Come on! To the future presents the historical moment of confrontation between Zhang Peimeng and J -10 fighter from different angles, which is a benchmark for quality requirements; Zhang Yue, the producer of "Wit", took the team for a year to develop the program and produced a 97-page program plan, which is a benchmark for the pursuit of innovation … …

　　Ren Xuean, director of CCTV Advertising Management Center, also interpreted the communication value and market value of CCTV-1 platform and key programs from the perspective of advertising management and brand communicators. He said that CCTV-1 is "four centers".

　　First of all, CCTV-1 isPolitical communication center"here, you can see more than 9.6 million square kilometers of magnificent mountains and rivers, and know the latest developments in the scope of human activities. 2018 is the first year of the 19th National Congress and the 40th anniversary of China’s reform and opening up. As a political communication center, the status and value of the main position of CCTV-1 will become more prominent. "

　　Secondly, CCTV-1 isCultural communication center"As a watcher and disseminator of mainstream values and culture, CCTV-1 always holds high the banner and leads the way."

　　Third, CCTV-1 isInnovation communication center"This innovation is not only manifested in concrete creation, but also in openness. It is a kind of mind and a kind of spirit to gather the essence of the world."

　　Finally, CCTV-1 isBrand communication center"The brand lineup of CCTV-1 is the strongest in China, and the advertising environment is the greenest."

　　The creation of CCTV programs has never followed the current popularity. On the contrary, it is by paying close attention to the needs and demands of contemporary society, finding the lack and blank of the market, taking the spiritual transmission and value guidance of positive energy as the realistic foothold, and then integrating into the fashionable and young expression voice, the fresh program temperament and charm are released, and the atmospheric program appearance and pattern are displayed.

　　Not only that, CCTV has also explored multilaterally in terms of content focus and form types, keeping the right and bringing forth the new. For example, "Waiting for Me" creates an all-media platform to find people and help dreams, and gathers the strength of the whole society to make emotions have realistic support; "Challenge Impossible" covers the extreme challenges of skills, physical fitness, brain power and other projects, and marches on a journey of exploring human beings themselves, praising the ordinary life that dares to surpass itself; "Happy Chinese" is original and grounded, bringing the most authentic folk humor and family warmth to the stage.

　　With emotional care, spiritual comfort and ideological guidance, these popular and nutritious programs are the necessities of society, and their value should not be underestimated. The brand influence of the program is bound to need to be further released.

　　会上，央视不仅推出全新节目《经典咏流传》，同时也宣布《等着我》《挑战不可能》《欢乐中国人》等优质节目将持续品质升级和内容优化。由此窥探到，坚持节目社会效益与品牌精神契合是央视赢得观众的强大法宝。

　　深化人文内核，持续品质输出

　　十九大报告指示，“深入挖掘中华优秀传统文化蕴含的思想观念、人文精神、道德规范，结合时代要求继承创新，让中华文化展现出永久魅力和时代风采。”央视一直都是主动吸收、传播优秀传统文化的践行者。

　　“家是最小国，国是千万家”，央视平台承载丰富的中国家风。正如习总书记说，家风的“家”，是家庭的“家”，也是国家的“家”。《等着我》和《欢乐中国人》两档节目聚焦普通老百姓，以家庭为单元，体现“家风”文化，以生活化的呈现方式，向观众传递家庭文明建设、家庭家风的重要意义。

　　《等着我》不仅搭建出全方位的权威“融媒体公益寻人平台”，发挥着直接的现实作用。而且，从艺术手段和节目呈现上，《等着我》从“寻人”的主题出发，以充满仪式感的表现手法，将寻人者对家庭的等待和期盼充分放大，传达出中国人对家庭、对亲人的真情和珍视。

　　"Happy Chinese" is a positive response to the spirit of the central government’s speech about "paying attention to family, family education and family style", presenting the most contemporary family in China. The program tells China’s family story with real life, and explains the concept of family from two aspects: horizontal and vertical. The horizontal space connects individuals, families, society and the country in series, and the vertical time shows the spiritual inheritance of family style and family education. Arouse the audience’s attention to excellent family style culture, and help the construction and cultivation of good social customs.

　　In 2017, "Chinese Poetry Conference" and "Reader" have successively become phenomenal programs, which shows the enduring charm of classic culture. In 2018, CCTV will focus on the "Classic Ode", making innovative attempts on the basis of traditional culture and carrying out new cultural deconstruction. Combine poetry with modern pop music, and show the natural charm of China’s classic poetry through "singing and poetry".

　　"Classic Chanting" makes poetry and music "hand in hand", makes culture insert the wings of music, and makes the poems and songs that have been circulated for thousands of years glow with new vitality in the music melody. Not only that, the program also pioneered the concept of "classic singer" and integrated media operations throughout. In the whole process of program production and dissemination, participants are given the status of "classic singers", and at the same time, all-media operations are used to open up online and offline, from point to face, to mobilize the whole people to sing, and to drive a new cultural singing trend. CCTV platform will promote the comprehensive upgrade of poetry culture with confidence and drive a new wave of poetry culture.

　　Carrying national weather and showing the pattern of big countries

　　The CCTV platform takes ordinary people as the object of deep concern, takes reality as the foothold and continuously deepens the humanistic core of the program, while paying attention to carrying and showing the brand-new national weather and high-spirited style of the times.

　　"Show the strength of a great country and show its talents", CCTV platform surveys the proud pace of China, showing the tolerance and pattern of a great country. Under the background of great technological innovation and rapid development of social civilization in China, in 2018, CCTV once again launched "Challenge Impossible" and "Come on! To the future "and" wit "are three quarterly programs that present the achievements of great countries.

　　Among them, "Challenge Impossible" has refreshed the new paradigm of current TV programs with high-quality and positive energy screen image since its birth, showing the social responsibility, cultural consciousness and mission of a national media. This program focuses on the great country’s science and technology and great country’s craftsmen, and shows China’s strength through a series of challenges such as "100 positive steps and 100 synchronous steps, 25,000 zero mistakes" in the flag-raising ceremony of the national flag guard, thus stepping out of the new era.

　　"Come on! "To the future" and "Wit" focus on the display of scientific and technological achievements, showing the achievements of great countries in science and technology, great craftsmen and great countries, indirectly driving the display of the style of a new generation of young people, thus highlighting the achievements of great countries in soft and hard power.

　　"Come on! As a scientific program with compound value, Future is the first large-scale popular science program, which resonates with the national strategy in real time. It not only undertakes the mission of popular science with modern TV techniques, but also shows the pace of cutting-edge scientific and technological achievements and innovation in China in recent years. The new season’s program will bring the audience an interesting experience of "opening their eyes and opening their brains", deepen the means of "science+technology" and create a brand-new program face. The program group is also committed to breaking through the screen, contributing to society and realizing multi-dimensional upgrading.

　　And "Wit" focuses on cutting-edge technology — — Artificial intelligence. The vivid display of the latest artificial intelligence achievements is an eye-opener, and its beautiful dance design with high technology content and futuristic sense has also shocked countless audiences. Focusing on the core of "presenting the latest artificial skill technology", the program shows the most advanced technologies such as identifying quadruplets and biometrics, making the program truly a platform for starting, showing and testing top technologies.

　　It can be seen from this promotion meeting that in 2018, CCTV will carry out the strategic layout of quarterly broadcast programs with the key points of "persistence", "deepening" and "upgrading". But can CCTV once again bring unexpected surprises to the audience with its excellent, high-quality and unique program content? We will wait and see.

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