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Can the animation of ＂The Attacking Giant＂ not be unfinished？

Time Writer | Flowers Without Banquet

Pilgrims in movies, night watchman in words.

In 2009, the comic book "The Attacking Giant" was born.

With the hard-core painting style, the setting of curiosity, and the brain hole against the sky, it has gained a high degree of enthusiasm, opening a new era of glory for Japanese animation and becoming an important work with epoch-making significance.

In 2013, the TV version of "The Attacking Giant" was launched, which pushed the IP discussion to a new peak.

Even if many viewers haven’t seen this cartoon, they should still remember its classic lines-

"On that day, mankind finally recalled the fear of being dominated by giants and the humiliation of being trapped in a birdcage."

It can be said that "The Attack Giant" occupies no less position in the animation industry than "Game of Thrones" in the American drama industry.

Unfortunately, however, these two works have one heartbreaking thing in common in the minds of fans-rotten tails!

The source of the picture comes from the network

On April 8, 2021, the comic version officially ended, and the author Lushan Chuang personally ended it with an unexpected ending.

After the end, many fans lambasted the author and publicly boycotted the work.

A large number of jokes have appeared on the Internet, mocking how outrageous its ending is, such as "Harry Potter went back to the past and manipulated Voldemort to kill his parents" and "Batman went back to the past and bought a thief to kill his parents".

The original party has been begging for a "magic change" ending in the TV version, making up for some regrets in the comic version and making it more "reasonable".

And after the final season of "The Attacking Giant" Part.2 came out, it really saved a few meager faces for this work with the continuous advanced production level.

Not long ago, the production team officially announced the postponement of the broadcast of the finale, which made fans begin to expect a different trend, at least a more detailed plot extension.

Anyway, wait patiently for the time being.

At the end of the animation, Time Jun also wants to say a few more words to bid farewell to it.

Reminder: The following content involves serious spoilers.

As an epic masterpiece, The Attacking Giant has a huge world outlook.

Two thousand years ago, Ymir, the ancestor of the Eldiya people, unexpectedly possessed the power of giants.

Ymir’s descendants can become clean giants (commonly known as "brainless giants") or intelligent giants with overwhelming fighting power as long as they get an opportunity.

Therefore, the Eldiya people have become the object of common fear of mankind all over the world.

Later, King Fritz, who inherited the power of giants, ruled the world by force and oppressed other nations.

It was not until King Fritz took office in 145 that the world situation was turned upside down.

Pursuing peace, he was tired of military oppression, led his people to retreat to Paradi Island, built three high walls on the island, and erased the memories of his people with the power of giants.

The first story of "The Attacking Giant" happened in such a big background.

Paradi Island maintained peace for a hundred years, which was broken by the arrival of giants outside the wall.

The solid city walls were destroyed by super-large giants, and innocent giants broke into the city and brutally killed human beings.

Allen, the protagonist of a teenager, witnessed his mother being eaten by a giant, but there was nothing he could do.

Allen, who lost his loved ones, joined the investigation corps together with his childhood partners, San Li and Amin.

The investigation corps is one of the three major corps in China. They wander outside the wall, fighting with giants and searching for information about giants. In terms of their functions, they are somewhat similar to the night watchman in Quan You.

The whole article revolves around the perspective of Allen and others. Every time a mystery is solved, a puzzle will be obtained, which will eventually pull out the iceberg of the whole giant world.

With the accumulation of information in their hands, Allen and others learned the cruel truth one after another:

Eldiya people are descendants of giants, and Allen also inherited the power of giants. The war in front of us is not a war between people and giants, but a war between people …

Across the sea from Paradi Island is a country called Malai.

Malai, who pursued the militaristic system, was oppressed by Erdia for thousands of years.

The hatred education handed down from generation to generation has made Malai people have a hard-to-understand hatred for the Eldiya people. They put the remaining Eldiya people in the country into shelters and regard them as "descendants of the devil".

Ironically, after being brainwashed by the government, the majority of the Eldiya people in the shelter agreed with the hatred of the Malai people, and attributed the blame to their compatriots in Paradi Island, believing that the people on the island are both real demons and the source of their own suffering.

So, in order to bring down the devil and destroy the Erdia Empire, Marais planned a "broken wall plan" to provoke the war.

The Attack of the Giants goes from shallow to deep, and each season has a distinct theme.

The first season is freedom, the second season is justice, the third season is war and the fourth season is destruction and rebirth.

After entering the final season, The Attacking Giant completely got rid of the structure of young people’s blood, introduced a more macroscopic and subversive concept, and mentioned the horror of killing, the cry of war, the cry of freedom and the gap between classes without modification, to face the gloomy human nature and the cycle of history.

In the final season, part1 made a bold attempt from the perspective, revealing the story across the sea with "Malay Articles" and telling different positions in the same war, so that the two countries that were originally tit-for-tat had a mirror image of each other.

Part2 carries on the story of part1, moving the battlefield from Malai to Paradi Island, turning Allen from "Ai Dao" into "Chairman Ai", and starting the plan of extermination-launching Di Ming.

After the earth chimed, Allen, with the help of Ymir, awakened the giant in the high wall, let the giant step over all the land outside the island, and trampled and crushed countless innocent lives.

At this time, Allen, as if possessed by Hitler, changed from a "lamb to be slaughtered" to a "man with a knife". In order to protect his nation, he did not hesitate to destroy the whole world.

In the final analysis, what "The Attacking Giant" really wants to talk about is the process of a victim turning into an offender.

Lushan Chuang once said in an interview, "The hero thinks he is a partner of justice because of his own subjective factors. Basically, because of his own subjectivity, he subconsciously thinks that he is not wrong. Anyone can be a perpetrator, and everyone has a bad side in their hearts. "

However, unlike Hitler in history textbooks, as an audience, we have followed Allen through a series of ups and downs.

Emotionally, we are more likely to empathize with him and understand the fundamental purpose of his doing so-to protect the people we value most from persecution by other nationalities.

In the last sentence of the cartoon, Lushan Chuang hinted that Allen used his ability to predict the future and interfere in the past to manipulate the giant to eat his mother in the past to complete the closed loop of the causal chain.

The setting of this mother-killing has become the biggest controversy in the original.

Although this move satisfies the plot setting of the snake, it is unacceptable in emotional ethics.

In addition, another unacceptable setting is that the curse of the giant has lasted for thousands of years because Ymir, as a slave, fell in love with the slave owner Fritz, who destroyed himself, and was willing to be a cow and a horse for him.

The way to relieve the giant’s power is to kill Allen by San Li himself to warn Ymir that true love should not come from control.

Although this setting creates a strong sense of surprise, it looks more like reversal for the sake of reversal.

No matter how San Li feels about Allen, or how Ymir feels about King Fritz, there is no deep clue to shake people’s hearts.

For fans, this is actually an resentful creative injury-it should have been a solemn farewell, revealing a frivolous spirit.

At present, it seems that the plot of Part.2 is in the same strain as the comic book, and it has not been changed much, but most viewers have given it greater tolerance from the perspective of feelings.

With more and more interpretations, I began to understand the author’s intention and Allen’s choice …

Although the ending is not satisfactory, as far as the anti-war stance is concerned, the breakthrough made by the attacking giant is still obvious to all.

It is like a mirror hanging on the top, reflecting the cycle of hatred between nations and the past, present and future of mankind.

The identity change between the offender and the victim has been staged in history countless times, and hatred is constantly passed on in the hands of losers like a torch.

The intertwined hatred among ethnic groups has never dissipated and continues to affect the real world today.

The ending "collapse" of "The Attacking Giant" just symbolizes the interest dispute that the human world will never calm down and stick together forever-

How to end these contradictory social dilemmas, namely centralization and freedom, fairness and class, obedience to loyalty and independence, and national and personal interests?

Perhaps, everything, in the end, can only be left to time to answer slowly.

In the new year, we need you! Time Jun is now openly recruiting "writers", with generous manuscript fees and movie-watching benefits. The specific requirements are as follows: 1. Can write articles that conform to the tonality of our content; 2. Deep confusion, unique viewpoint, clear logic and concise writing; 3. Don’t drag the manuscript, don’t wash the manuscript, and accept the revision; 4. Relevant writing experience is preferred. Please send your resume +3 original manuscripts to: mtime9999@163.com.

Han Tianheng Art Museum’s ＂Xiang Yin Hong＂ project was selected as the outstanding project of the National Art Museum in 2023.

course content

The art education project of "Xiang Yin Hong" is divided into three categories and 13 sub-columns.

　　018 courses in the whole process of seal cutting.

　　"Iron Pen Spring and Autumn Period"Seal cutting masters on-site printing,"Zhu Ji Liu Mark"Non-genetic inheritors perform traditional inkpad production on the spot."there is a model"Brick ink extension,"beautiful stone"Touch Box to play,"good work weapon"Carving knife grinding,"Dao Lang governs India"Simulated seal cutting experience,"Han Mo Yong Chun"Famous calligraphy creation,"Danqing Muchun"Live painting creation.

　　(2) the party’s 20 themes of painting and calligraphy exhibition tour.

　　0threeThree courses of library-school integration

　　① "My First Seal" Youth Simulation Seal Cutting Course

　　(2) "exhibition tips"

　　③ "Artistic Book Drifting"

itemeyeinterposecarry on/short for Shaoxing

　　The General Secretary of the Supreme Leader clearly put forward the requirements of "seven efforts", especially emphasizing that "efforts should be made to continue the Chinese context, promote the creative transformation and innovative development of Chinese excellent traditional culture," and make cultural skills "alive" in cultural inheritance.

　　Based on the professional advantages of seal cutting, Shanghai Han Tianheng Art Museum has been innovative, and jointly developed the course of "Xiangyin Red" seal culture and art with contemporary famous calligraphers, painters and printers. After breaking professional barriers and eliminating the fear of using a knife, the traditional seal culture of China has easily entered the present life and entered the classrooms of primary and secondary schools. At the same time, it interprets the traditional skill of "living" from a unique perspective, and uses traditional techniques to convey the voice of the times, strengthen cultural self-confidence and sense of belonging, so that the strong voice of the times of "a strong country has me" can be imperceptibly heard.

　　"Xiangyin Red" is the abbreviation of "China Red". "Seal" refers to the professional characteristics and the concept of Han Tianheng Art Museum, which makes China’s traditional seal culture enter the citizens’ life. "Heart to heart" tells the common cultural roots and red veins of Chinese children. "China Red" is an inkstone red, and it is also the "red" of red culture. While inheriting and popularizing traditional techniques, Han Tianheng Art Museum takes the key words of the times such as "initial heart" and "strong country has me" as the subject words of the course, which calls for cultural self-confidence and sense of belonging deeply rooted in the hearts of the people.

　　The art course of "Xiang Yin Hong" is a public welfare project.In the whole year, 55 events were held, which went deep into towns, communities, schools, party-mass service centers, scientific research institutes, etc., serving 5025 people offline and 195 people online.

further reading

　　Origin of "Xiangyin Red" Project

　　Han Tianheng Art Museum’s "Xiang Yin Hong" project was inspired by party member, an old communist with more than 60 years’ party experience, Mr. Han Tianheng, the vice president of Xiling Printing Society and a famous China calligraphy seal engraver who enjoys special allowance from the State Council.From 2021 to 2022, Mr. Han Tianheng called on calligraphers and seal engravers of Baile League to create more than 400 books, paintings and prints on the theme of the centenary of the founding of the Party and the celebration of the 20th century, and exhibited them in Han Tianheng Art Museum. Relying on these uncommon "hardcore" original works, Han Tianheng Art Museum developed a series of social education projects in which red culture and traditional culture blended and promoted each other, and thus the public welfare culture menu of "printing red" came into being.

　　Mr. Han Tianheng specially wrote an inscription for the "Xiangyinhong" Party building public service project.

　　Zhang Weiyu, director of Xiling Printing Society and former curator of Han Tianheng Art Museum, designed the printed logo for the project "Xiang Yin Hong" with the traditional seal script Zhu Wen.

LAY’s album Changsha signed for fans to improvise and show their musical talents.

1905 movie network news On November 5th, musician LAY returned to his hometown of Changsha with his second solo album "SHEEP" to hold a signing ceremony. Zhang musician, who has always been warm-hearted to fans, personally made the famous chili fried meat in his hometown and brought it to the signing party for fans to taste. He also compiled the fans’ messages into lyrics, improvised music and played songs on the spot, and inadvertently showed his musical talent while using music.

　

As LAY’s second solo record, SHEEP has refreshed many music lists at home and abroad since its release, and achieved impressive results. This time, Zhang musician returned to his hometown of Changsha with his new album "SHEEP", held the signing ceremony at his doorstep, and brought the honor of "SHEEP" back to Changsha. At the event site, LAY arranged special benefits for the fans, personally cooked and made the famous Changsha dish Chili Fried Meat, and passed on his full heart to each other through delicious food. Not only that, Zhang musician also compiled the messages of fans on the message board into lyrics, improvised music and sang on the spot, and expressed his gratitude to fans in the form of music.

　

In view of the fact that LAY wrote the fans’ names XBACK on their hands and necks in the first two signing activities, where the musicians will write XBACK this time has become a hot topic among fans. At the beginning of the activity, the host also asked out of curiosity. LAY bluntly said, "In my heart", and the fans collectively cheered sweetly: It’s amazing. Finally, the whole activity was carried out in a pleasant atmosphere.

20 fatal shortcomings of Volkswagen LaVida, why can’t you buy Volkswagen LaVida？ Tell you today

As a popular family car model, it is deeply loved by consumers. However, like any model, Volkswagen also has some shortcomings. This paper will list 20 fatal shortcomings of Volkswagen LaVida from many aspects, such as space comfort, reliability, maintenance and so on, to help consumers understand this model more comprehensively.

Although Volkswagen LaVida is relatively large in overall body size, the legroom of its rear passengers is relatively small. For consumers who need to ride in the back row frequently, the comfort may be affected to some extent.

The seat adjustment function of Volkswagen LaVida is relatively simple, lacking some advanced adjustment functions. This may limit the individual needs of passengers in terms of riding posture and comfort.

The storage space of Volkswagen LaVida is relatively small, especially in the trunk. This may limit the flexibility of passengers in carrying luggage and shopping, which is not practical enough.

Although the power of Volkswagen LaVida is not bad, its power performance may be average compared with some competitors. The power output during acceleration and climbing is relatively smooth, which may not satisfy the pursuit of driving pleasure and passion.

The suspension system of Volkswagen LaVida is relatively hard to adjust, which may affect the ride comfort, especially when dealing with potholes or bumpy roads.

The safety configuration of Volkswagen LaVida is relatively general, and it may lack some advanced safety functions and auxiliary systems, such as active brake assistance and blind spot monitoring. For consumers with high requirements for improving driving safety, they may need to consider other models.

Although Volkswagen LaVida has made some optimizations in engine technology and power transmission system, compared with some competitors of the same level, its fuel consumption may be slightly higher, which will increase the use cost.

The design of Volkswagen LaVida is relatively conservative, lacking unique design elements and fashion sense. If consumers have higher requirements on the personalization and attractiveness of vehicle appearance, Volkswagen LaVida may not be the best choice.

The rear seat function of Volkswagen LaVida is relatively simple and cannot be folded or adjusted, which limits the flexibility of passengers in storage space and ride comfort.

Although Volkswagen LaVida performs well in terms of stability and maneuverability, its maneuverability may be slightly inferior to that of some competitors. If consumers have higher requirements for vehicle handling performance, they may need to consider other models.

Some consumers report that LaVida is relatively noisy when driving at high speed, especially in terms of wind noise and tire noise. Consumers who have high requirements for vehicle noise control may be dissatisfied with this.

Volkswagen LaVida has relatively few optional configurations and cannot be customized according to individual needs. If consumers have higher requirements on the choice and personalization of vehicle configuration, they may need to consider other models.

Some consumers report that the air output of the rear air conditioner of Volkswagen LaVida is small, which will affect the comfort of the rear passengers.

The rear passengers of Volkswagen LaVida can’t easily use USB interface to charge or connect devices. In modern society, it may be inconvenient for users who have multiple passengers using electronic equipment at the same time.

Some vulnerable parts of Volkswagen LaVida, such as brake pads and clutches, have high maintenance costs. This may increase the cost of vehicle maintenance and maintenance.

The interior design of Volkswagen LaVida is relatively conservative, lacking innovation and individuality. This may not meet the requirements of consumers with high interior design style.

Some consumers report that LaVida has some limitations in driving vision, and the front and rear views may not be wide enough.

The remote control key function of Volkswagen LaVida is relatively few, which may lack some convenient functions when approaching the vehicle, such as one-button start.

Volkswagen LaVida’s body warranty period is relatively short, which may have a certain impact on consumers’ after-sales protection.

Twenty, the price is relatively high:

Compared with some competitors at the same level, the price of Volkswagen LaVida is higher. For consumers who pay attention to cost performance, they may have to pay a certain premium.

Although Volkswagen LaVida is a family car model favored by consumers, it also has some fatal shortcomings from the aspects of cramped rear space and general power performance, limited safety configuration and general noise control. When purchasing LaVida, consumers should comprehensively consider its advantages and disadvantages and make the most suitable decision according to their personal needs and preferences.

Disclaimer: The above views only represent the author’s personal views, and the final car purchase decision should be based on your own actual needs and preferences. I hope this article is helpful to you!

Is the Hongqi H5 car good？ In-depth evaluation of Hongqi H5 Chongqing riders

When the car purchase decision fell on the Hongqi H5, were you looking for a car that meets both aesthetic appearance and practicality? Let me share the in-depth experience of a Chongqing rider to give you a more comprehensive understanding of this model.

红旗H5

Appearance: Calmness and fashion coexist

Drivers say that the exterior design of the Hongqi H5 caters to the needs of young people. Its calm and atmospheric body lines, combined with the back-slip design and ducktail, make the side lines very attractive. The choice of 19-inch wheels enhances the overall visual impact. The excellent combination of front length and wheelbase makes people like it at a glance.

Interior: both delicate and practical

The interior design is mainly symmetrical layout, the center console is simple without losing its durability, and the sense of technology is reflected in the induction cooker design of the air conditioner panel. Although there are cleaning problems, it undoubtedly enhances the overall luxury. The position of the charging port is slightly inconvenient, and under the package of soft materials, the overall touch is comfortable. The setting of the co-pilot boss button shows the detailed consideration, but the vulnerability of the brushed panel needs extra attention.

Motivation: Meeting daily needs

The 190 horsepower engine provides enough power, and both the ejection start in Sport mode and the smooth acceleration in Comfort mode show good performance. In Economy mode, although the throttle response is slightly sluggish, the overall power output is still satisfactory, suitable for daily household use.

Fuel consumption: Balancing practicality and economy

Drivers shared detailed fuel consumption data. The fuel consumption in urban areas is slightly higher, but it performs steadily on highways and provincial roads, with an average fuel consumption of 5-7 liters/100 kilometers. This shows that the Hongqi H5 performs well in fuel economy and is a good choice for daily commuting.

Comprehensive evaluation: A good car is not old

Although the new car has become an old car, the satisfaction of riders with the Hongqi H5 has not diminished. He believes that as a representative of domestic brands, the Hongqi H5 has surpassed many joint venture brands in terms of cost performance and performance. Although there are some minor problems with the new car, these problems have been solved after time of running-in and the careful care of the owner.

To sum up, the Hongqi H5 is undoubtedly a car worth considering with its exterior design, interior texture, power performance and relatively reasonable fuel consumption. But your mileage may vary, and everyone’s needs for a car are different. I hope this sharing will help you make an informed decision.

Zhou Xun, as the boss, wants to learn from Fan Bingbing, pretend to be an ogre and draw tattoos on the corners of his eyes

Zhou Xun played cold as an ogre, and drew "dragonflies" at the corners of his eyes to cover his scars

　　　　　　　 In the film "Nail Clippers," produced by Peng Haoxiang and directed by Zeng Guoxiang and Yin Zhiwen, Li Kaiyi, played by Zhou Xun, has only one hobby: eating nail clippers, and the scene filmed that day is a small shop that she and her boyfriend jointly open to sell nail clippers. Director Zeng Guoxiang revealed that Zhou Xun gives people a cool and a little cold feeling in the film, which is very mysterious. Although Peng Haoxiang’s original book was a suspense novel, it was adapted into a movie and added a lot of love scenes.

　　　　　　　 The dragonfly pattern at the corner of Zhou Xun’s eyes can be seen in the stills previously exposed in this film, and she also appeared in this shape when visiting the class. "Because I have a scar here, which was injured when I fell when I was a child, I always wanted to cover it up, and then I just covered it when I shot this scene. After painting it, I think it looks like a dragonfly." Zhou Xun also said that the pattern has a funny meaning, which is all designed by the content of the film.

The truth behind the capacity of Xiaomi virtual standard power bank： is it counterfeit products or opportunistic speculation？

CCTVIn the "Weekly Quality Report" reported the results of the monitoring of the national power bank by the General Administration of Quality Supervision, Inspection and Quarantine before knowing the real situationmilletMobile power supplyThere are problems such as false reporting of battery capacity. In the program, CCTV said that the General Administration of Quality Supervision, Inspection and Quarantine sampled 32 batches with a total of 224 mobile phones.power supplyThe results showed that none of the 224 samples were qualified, and the capacity deviation rate exceeded 50%, less than half of the marked capacity. Xiaomi Mobile’s 5200mAh mobile power supply was also included.

The quality and safety risk monitoring results of mobile power supply products by the General Administration of Quality Supervision, Inspection and Quarantine are alarming: 100% of the samples collected in 32 batches have quality and safety risks.

According to Lu Chunming, deputy director of the General Office of the General Administration of Quality Supervision, Inspection and Quarantine of the People’s Republic of China, among the 32 batches of mobile power supplies, 9 batches of products failed the impact test of battery cells and heavy objects, and there was a risk of fire and explosion when an internal short circuit occurred; 28 batches of products failed the output electrical performance test, and there was a risk of damage to the charged equipment; 20 batches of products failed the flammability test of the shell material, and there was a risk that the battery cells could not be ignited. In addition, 17 batches of products had the problem of false capacity labels.

Xiaomi responded publicly to the CCTV report on Weibo.

Xiaomi said in a statement that they contacted relevant personnel of the State Administration of Quality Supervision, Inspection and Quarantine before the CCTV report, and the Xiaomi mobile power bank participating in the sample survey was not purchased from Xiaomi’s official channels or authorized channels.

Xiaomi stated that Xiaomi has been strictly labeled according to the actual capacity of the battery cells, and has passed the strict test of the international authoritative organization SGS. It also reminds consumers that they must purchase Xiaomi products through regular channels such as Xiaomi’s official website.

Xiaomi’s official response:

Xiaomi officials also said that it has been plagued by counterfeiting, and this time even the General Administration of Quality Supervision, Inspection and Quarantine has becomeCounterfeit productsThe "victim" of the goods. The staff of the General Administration of Quality Supervision, Inspection and Quarantine said that we wanted to buy it from Xiaomi’s official website at first, but we couldn’t buy it.

Commentators believe that Xiaomi’s crisis public relations on CCTV’s report is really good. After CCTV’s report, Xiaomi immediately responded that the Xiaomi mobile power tested by CCTV was not purchased from official designated sales channels, and CCTV tested "counterfeit products". Take this opportunity to remind consumers to beware of counterfeit products Xiaomi mobile power.

For Xiaomi’s crisis public relations speed and skills, it is indeed very commendable. It immediately turned the crisis into providing consumers with a way to identify the authenticity, and also told the outside world from the side through this incident that the Xiaomi brand is very valuable. Because there have always been various products that are copied from Apple, there are now many counterfeits of Xiaomi.

However, Xiaomi mobile power supply does not need to be snapped up at present. It is available on the official website and Tmall flagship store. There is no need to make an appointment to snap up. You can buy it online at any time. I don’t know why CCTV can buy "counterfeit products"?

But if CCTV really bought "counterfeit products", this just shows several problems. First of all, the sales channels of Xiaomi products are very confusing, not only the channels they officially claim, but also many offline channels.

Secondly, the "hungry and thirsty marketing" of Xiaomi products has led to a large number of scalpers, which has flooded online and offline stores with Xiaomi products at various prices. Especially when Xiaomi mobile phones are snapped up, how many units are set up for users to snap up each time, and whether the purchase is really completed each time, these consumers cannot know, which is also the "hungry and thirsty marketing" model that the outside world has always questioned. The number of Xiaomi mobile phones snapped up each time is not announced to the public, which should be contrary to the "Consumer Rights Protection Law". "Consumers have the right to know the true situation of the goods or services provided by the operator. But using the" hungry and thirsty marketing "method can create hot-selling news, thus taking advantage of consumers’ herd psychology to produce a follow-up purchase effect. Is there any suspicion of taking advantage of legal loopholes? This issue can only be left to the legal community to discuss.

There are also netizens who don’t mind the big things, saying that Xiaomi’s ability to attract hatred is really strong. Usually, CCTV will be scolded for anything it says, and no one believes it. As a result, when they criticized Xiaomi, netizens began to say that CCTV is a conscientious media and trustworthy…

The first generation of Tik Tok online celebrity ＂went down to the altar＂

Text | Vince An　

After the rise of short videos, for Tik Tok, star-making seems to happen overnight. From 2017 to 2018, Xiao Ye gained tens of millions of fans from an unknown ordinary person because of some interesting videos, and even became popular on YouTube abroad.

There is Wen Wan, a former elder sister in Tik Tok, who once became popular with her video of rocking with music in the parking lot, and the number of fans in Tik Tok exceeded 10 million in ten days. In 2018, with a hip-hop dance video, Degula K gained 5 million fans in just ten days. At present, her fans have exceeded 25 million. It is reported that the price of one of her videos is over 400,000, which has surpassed her classmate "Office Xiao Ye".

Even so, the vitality of Tik Tok online celebrity is hard to last. Is this caused by platform users’ aesthetic fatigue, liking the new and hating the old? There is no IP with long-term precipitation, so today, when the live broadcast boom is sweeping, Tik Tok seems to be somewhat behind Aauto Quicker and Ali.

There is no IP in online celebrity, Tik Tok

Everything that is quick may also rot quickly.

On January 6th, the Annual Report of Content Industry in 2020 released by the new list mentioned that only 1.4% of the Top100 accounts in Tik Tok were listed for more than 10 times. Most accounts are quiet or even disappear after a night of scenery, which makes people wonder at the fast iteration speed of Tik Tok and online celebrity.

According to media reports, in August, 2019, two children made popcorn videos after imitating a pop can in Tik Tok. Because they didn’t have relevant knowledge, they were injured in an explosion, and one of them died unfortunately. In view of the suspicion of guidance, on September 17, 2019, one family member and Onogata signed a settlement agreement. Previously, the imitated "Office Xiao Ye" team had paid the two parties a total of about 800,000 yuan in aid.

Since then, Xiao Ye’s office has been closed one after another, and he has not returned until now. At present, the update of Xiao Ye in the office is basically the content of new colleagues, and the broadcast volume is not as good as before.

Wen Wan’s side, before enjoying the bonus of online celebrity traffic, was given the title by Tik Tok. This phenomenal online celebrity used to have a large amount of privacy outflow, and his plastic surgery, dropping out of school and hanging out in nightclubs … were not too likable. And it’s hard to brush Dygula K in Tik Tok. Some netizens questioned, "It’s all the popularity of brushing. I accidentally saw her live broadcast that day, and the live broadcast room was hundreds of people" …

It is worth mentioning that Li Ziqi, with his short pastoral video, has made countless fans around the world, and the total revenue of YouTube and Taobao stores is said to exceed 100 million. In August 2018, her Tmall store "Liziqi Flagship Store" officially opened. On the day when the store was launched, the sales volume of some commodities exceeded 10,000; After three days on the line, the sales reached 10 million yuan, but now the sales of its popular food products only break through 10 thousand per month. According to the Baidu index, its attention has generally dropped by more than 60% compared with the peak period.

A new trip that I can’t catch up with

Some insiders told Yiming. com that the active cycle of short video online celebrity is mostly within half a year.

At the moment when the algorithm is in power, in the fragmented time, if you want to attract attention and praise, you can only do entertainment and eye-catching content. In order not to make mistakes and save time and cost, the creator must seize the platform users in just a few minutes or even dozens of seconds, but in fact, there are very few valuable contents that users can watch in this process.

Of course, short video players are mostly just for fun. Therefore, even the creators who are eager to create powder-sucking through deep content have to compromise the user’s preferences because of the data such as the number of fans and the number of likes, and follow the trend of some short videos.

According to the Annual Report of Content Industry in 2020 released by the new list, in 2019, 53.2% of the accounts were on the TOP100 of WeChat monthly list, 9.7% were on the TOP100 of Taobao monthly list, and 1.4% were in Tik Tok.

"Many online celebrity actually became popular at first without knowing what was going on, perhaps just catching up with a hot spot or catering to a certain trend," a senior practitioner in an industry said in an interview with Yiming. "But they lack the ability to follow up, so even if they stand out at once, they will soon disappear from everyone."

An executive of MCN organization in Shanghai thinks that Tik Tok has a staged content tendency and traffic support, because once the creators make a little achievement, they are easy to form path dependence, and it is difficult to get out of the comfort zone, such as Dracula K. Perhaps at first, everyone was interested in singing and dancing, and Tik Tok also gave such creators a traffic tilt, so that they could get higher-frequency exposure. However, as time goes by, users’ sensitivity to such short videos decreases, and the stimulation threshold keeps increasing, that is, aesthetic fatigue in the usual sense.

In order to revitalize traffic, Tik Tok can only use new forms to incite the ecological development of platform content, as can be seen from the revision of Tik Tok at the beginning of last year. In April last year, Tik Tok announced the full opening of users’ 1-minute video rights, and launched the "Vlog Billion Traffic Support Plan" to encourage ordinary users to record their lives and create content in a richer way.

Prior to this, new users could only shoot short videos for 15 seconds, and it took 1,000 fans to open a video for 1 minute. However, the decline in user stickiness and the increasingly serious homogenization of content have forced Tik Tok to speed up the pace of reform. Moreover, the longer the duration, the more sticky the users are. After all, Tik Tok mainly focused on harvesting the fragmentation time of users.

However, more and more companies are adding vlog to short videos, and platforms such as Baidu Good-looking, Weibo and bilibili are all eyeing up. Subsequently, live broadcast with goods suddenly rose, and Li Jiaqi and Viya helped Taobao refocus, which became a hot topic in the limelight. Aauto Quicker, however, is also working with Xin to cut the cake of live traffic.

Can’t catch the live broadcast, it’s hard to compete.

Live e-commerce has always been a shortcoming of Tik Tok, and advertising business is its lifeblood. Based on the characteristics of algorithm recommendation and centralized traffic distribution, Tik Tok’s advertising has a strong diversion effect, but in this mode, users are not very sticky, and private domain traffic is difficult to obtain and gather, which makes it difficult to form an e-commerce head anchor by relying on the natural incubation of the community.

Anxious, Tik Tok saw Ali and Aauto Quicker laughing and proudly broadcasting the goods, and happened to hit it off with Lao Luo, who was working to pay off debts. According to Tik Tok’s data, the first live broadcast in Luo Yonghao lasted for 3 hours and 17 minutes, with a total of 48.922 million people watching, of which 588,000 people gave gifts, with a total harvest of 36.327 million sound waves, 23 goods were put on the shelves, and the total payment transaction amount exceeded 110 million yuan.

The good performance of the first show made Tik Tok very excited, and the industry even thought that Tik Tok had the strength to compete with Taobao and Aauto Quicker. However, the debut is the peak. From April 1 to now, there are 14 live broadcasts in more than three months. The data of Lao Luo’s live broadcast room has been declining all the way, and the sales volume has dropped by 80% compared with the first one.

To Tik Tok’s surprise, Lao Luo didn’t become the king with goods comparable to Li Jiaqi and Viya. According to the June list data of GMV Monthly List of Live E-commerce Anchors released by WeMedia, Viya, Simba and Li Jiaqi are still in the top three rankings, but Luo Yonghao ranked 47th.

Nowadays, the first generation of online celebrity in Tik Tok has either fallen or failed to grasp the outlet of live broadcast with goods, and is silent and nameless. But Tik Tok itself, except advertising business, has no more sustainable commercial value. Although the trend of live e-commerce is clear, it is difficult for Tik Tok and Tik Tok online celebrity to rewrite their short-lived fate.

On the other hand, it reveals that the core of e-commerce still lies in the control of supply chain, but so far we have not seen the advantages of Tik Tok in these places. Therefore, once the traffic is exhausted, and there is no idea of sustainable and diversified development, Tik Tok can only be on the defensive in the competition of other platforms.

Women complain that Xiaomi SU7 has not delivered the painted Xiaomi car： relevant policies will be issued to solve it.

Recently, after the launch of Xiaomi SU7, it was sought after by many people. However, Ms. Mo from Shenzhen, Guangdong Province was upset because she bought the original version of Xiaomi SU7. Her car has not been received yet, but she was told that the car bumped during transportation and the paint fell off the front cover.

According to @ Leng Wen Video, on April 4th, in Shenzhen, Guangdong Province, Ms. Mo issued a document saying that she bought the original version of Xiaomi SU7 car, and when the car arrived, she was told that there was a bump in the transportation process, and a piece of paint was covered in front of the car, so she could only make up the paint and pay 5000 points (the purchasing power in Xiaomi Mall is equal to 500 yuan) and then deliver it normally.

After Ms. Mo said that she refused, the other party proposed a solution of compensation of up to 20,000 points, which did not support the replacement of a new car, and the deposit for returning the car could not be refunded. Ms. Mo refused again, and Ms. Mo insisted on replacing the new car.

For this matter, Xiaomi Automobile customer service said that it is impossible to replace a new car, and it will take a long time to reorder. You can negotiate with the delivery center and follow up with relevant policies to solve such problems.

The staff of Shenzhen Xiaomi Delivery Center said that there will be a person in charge of the delivery center to deal with the privacy of the owner.

In this regard, some netizens said that the collision of new cars is obviously a non-consumer responsibility, and Xiaomi Automobile only compensates for points. This after-sales service is too perfunctory!

Some netizens also said that Xiaomi’s mobile phone did a good job, but I didn’t expect such a mistake in the automotive field.

Source: @ 中中中中中, Red Star News