Potato chips, meatballs, gluten, crystal clear Dingxi noodles, and a mixture of various vegetables, after being cooked, are taken out, evenly covered with fragrant oil and spicy seeds, and sucked into the mouth … This bowl of "YOLO" mala Tang, originally the secret pleasure of Gansu people’s taste buds, has now become a "national snack" pursued by the whole network and continues to be hot.

　　Why is this bowl of mala Tang so popular in Gansu? Since ancient times, desert, Gobi, frontier fortress, camel and drought have become the "stereotype" of Gansu. This sudden explosion of fire is somewhat "unexpected", but in fact it is "expected".

　　Dingxi, Gansu, the "hometown of potatoes in China": supporting half of Mala Tang.

　　Vermicelli is undoubtedly the "C position" of this bowl of mala Tang.

　　Compared with the instant noodles and soft vermicelli contained in mala Tang in other areas, the potato flour of Gansu Mala Tang can be described as "different in shape", with wide powder, leek leaf powder, fine powder, vermicelli and so on, and "Dingxi wide powder", just like the generous mind of people in Longzhong, best reflects the heroism of northwest food.

　　"Dingxi Kuanfen" is well-known in the market for its "spicy, slippery, strong, transparent, fragrant and refreshing". In 2023, there were 120 processing entities of Dingxi Kuanfen, with a production capacity of over 200,000 tons and sales exceeding 3 billion yuan. In April 2023, "Dingxi Kuanfen" successfully registered the national geographical indication certification trademark. "Small and wide powder" is developing vigorously towards the "big industry" with an unprecedented momentum.

　　Dingxi kuanfen is derived from the high-quality potato in Dingxi, the "hometown of potatoes in China". Dingxi, located in the middle of Gansu, is famous for its potatoes, and it is popular with them. After more than 200 years of development, potatoes in the land of "Longzhong", accompanied Dingxi people through famine, solved food and clothing, got rid of poverty, became well-off in an all-round way, and embarked on the road of common prosperity. "There are three treasures in Dingxi, Gansu, potato and potato", which shows the pillar position of Dingxi potato.

　　Dingxi’s climate is cool, rainy and hot in the same season, the soil is loose and breathable, and the temperature difference between day and night is large. Thanks to this special soil and climate condition, the potatoes produced are golden and bright, full of porcelain, mellow in taste, resistant to transportation and storage, high in dry matter, and rich in potassium and vitamins. From simple cooking, burning, frying and steaming in ordinary farmers to fine cooking in high-end restaurants, they can all make "delicious on the tip of the tongue"

　　Dingxi potatoes also appear in the form of "potato chips" and "potato balls", which not only become the "overlord" in hot pot, but also become an indispensable staple food for Gansu Mala Tang because of its soft and long taste.

　　Low-key "vegetable basket" Gansu: Let Mala Tang be fresh in four seasons.

　　Cauliflower, cauliflower, broccoli, cabbage, bamboo shoots, celery, Chinese cabbage, baby cabbage, kale, carrots and other vegetables are also one of the protagonists of this popular mala Tang. Most of these fresh vegetables are grown locally in Gansu.

　　When it comes to Gansu, which is dry and short of water, it is impossible to connect green vegetables with it. In fact, Gansu not only has many kinds of vegetables, but also has high quality. Gansu is a low-key "vegetable basket", and it is also an important base for "transferring western food to the east" and "transporting northern food to the south" in China. In 2023, the planting area of vegetables in Gansu province reached 9.85 million mu, the output reached 29.55 million tons, and the output value of the whole industrial chain reached 99 billion yuan.

　　Lanzhou, the capital of Gansu Province, is also the three major export-oriented vegetable regions and export vegetable production bases in China. It transports fresh vegetables to all parts of the country for half a year every year, and promotes the products to sell well in more than 100 wholesale markets in more than 60 large and medium-sized cities in more than 20 provinces (cities), directly to Hong Kong, Macao and Taiwan, and also exported to more than 10 countries such as Japan, Malaysia and Singapore. Especially, the main producing area of "Natsuna in Lanzhou Plateau" with Yuzhong County as the core area has become one of the main bases of "transporting northern cuisine to the south" and "transferring western cuisine to the east" in China.

　　Tracing back to the source, Gansu is located at the intersection of the Loess Plateau, the Inner Mongolia Plateau and the Qinghai-Tibet Plateau, belonging to the Yellow River, the Yangtze River and the inland river, with a depth of 16 longitudes, 10 latitudes and 4 climatic zones, and an altitude drop of more than 5,000 meters, which breeds the green organic characteristics of agricultural products. At present, there are 2290 green, organic and geographical indication agricultural products in the province.

　　The brand of "Ganwei" is shaped by the brand green and organic background, and casts the soul with the brand concept of "honest Gansu authentic Ganwei", and gradually becomes flourishing and lush, and stands out.

　　"Sweet" Gold Signature Pepper and Zanthoxylum bungeanum: Retaining the Soul of Mala Tang

　　In the words of netizens, the essence of Tianshui Mala Tang in Gansu lies in the rich and fresh fragrance of oily spicy seeds. Tianshui oil spicy seeds have a strong appearance, but the spicy taste is not sharp. "It is mainly fragrant, spicy in the middle, and spicy in the fragrance." Tianshui Gangu pepper is the best choice, and there is no one.

　　In Gangu, nothing can be done without spicy food. Gangu pepper has been planted for at least 400 years, with bright color, thick meat and rich oil, slender corners, uniform wrinkles and strong spicy flavor, which has many functions such as appetizing, strengthening the spleen, caring skin and improving eyesight.

　　Gangu County, the hometown of pepper in China, is one of the earliest counties for pepper cultivation in China. Due to the unique natural conditions such as soil and climate, the pepper meat in Gangu is thick and oily, and the aromatic substances are more abundant. Grinding dried chili into flour, the hot oil is spicy and does not burn the burner, which is the legendary "god’s material" to accompany the meal.

　　In 2023, the county’s pepper planting area reached 56,000 mu, with a total output of 130,000 tons and an output value of about 350 million yuan, basically forming an integrated management system of market, storage, processing, transportation and e-commerce. At present, there are 9 leading enterprises in pepper production, management and sales, and 7 sets of advanced production and processing equipment have been introduced, with an annual sales of 12,000 tons of pepper products and a sales income of 250 million. Pepper in this county is also favored by the international market. More than 60 varieties, mainly line peppers, are exported to more than 20 countries and regions.

　　The wonderful taste of Gansu mala Tang is not only due to the pungent oil; In the seasoning stage, sprinkle a handful of pepper noodles on mala Tang, adding a touch of strength to the spicy taste, with endless aftertaste.

　　Zanthoxylum bungeanum is an economic tree species in Gansu, which is second only to apples and walnuts in cultivation area. Wudu District of Longnan City is the first batch of "the hometown of China’s famous and excellent economic forest Zanthoxylum bungeanum". Among the main Zanthoxylum bungeanum producing areas in China, Wudu Zanthoxylum bungeanum ranks first in terms of area, yield, quality and farmers’ income.

　　Unexpected Gansu: Not only this bowl of mala Tang

　　From the perspective of physical geography, Gansu is a very special region. East monsoon region, northwest arid region and Qinghai-Tibet alpine region, the three natural divisions of China meet here. We can feel the drought and desolation of the western desert, the "high cold" of the snowy plateau, and the humidity like a water town in the south of the Yangtze River. Different climatic and topographical conditions are mixed together, which doomed the variety of Gansu.

　　Qingyang Noodles, Tianshui Slurry Surface, Liujiaxia Yellow River Carp, Gannan Tibetan Bag, Jingyuan Lamb, Minqin Honeydew Melon, Dunhuang Donkey Yellow Noodles … Different natural environment features in different regions of Gansu Province have also formed local distinctive food culture, making this northwest inland province a "food paradise".

　　Spring planting and autumn harvest, the northwest people who have cultivated this land from generation to generation, will be full of sincerity and simplicity, loaded in this bowl of mala Tang, waiting for more people to go here and find it more unexpected.

　　Reporter: Ding Si

　　Source: China News Service WeChat WeChat official account

　　During the Mid-Autumn Festival holiday, Meituan executives revealed in their internal letters that in 2023, about 7.45 million riders received more than 80 billion yuan in compensation through Meituan platform. On September 18, the internal letter spread on the Internet, causing netizens to question that "the average annual salary of riders is just over 10,000 yuan".

　　On September 19th, Meituan Research Institute disclosed more detailed data on the income of Meituan riders. 7.45 million riders received orders, accounting for 11% of the total number of riders who received orders for more than 260 days, accounting for about 819,500.About 48% of riders have received orders, and the annual orders are less than 30 days.In other words, 7.45 million riders, including a large part, regard the rider’s work as a short-term transitional job.

　　In addition, Meituan Research Institute also disclosed the average income composition of different types of cities and different types of riders. It is understood that the US group riders include ordinary crowdsourcing, music running and other types. The former has no requirement for the number of days to run a single order, and the working hours are more free. The latter has the requirement for the number of days to run a single order, and the average income is more impressive.

　　According to the data provided by Meituan, in June, 2024, among high-frequency riders, crowdsourcing and le-running riders earned 7,354 yuan and 11,014 yuan respectively in the north, Guangzhou and Shenzhen, while the average income in third-tier and below cities was 5,556 yuan and 7,197 yuan respectively, which basically represented the average income range of high-frequency riders. There are also a large number of part-time riders who mainly use the two peaks in the afternoon and evening to undertake the delivery task.

(Source: Meituan Research Institute)

　　In recent years, the growth of the number of riders is accelerating. According to the public information, 21st century business herald reporters found that from 2020 to 2023, the number of paid riders of the US delegation was 4.7 million, 5.27 million, 6.24 million and 7.45 million respectively. The number of riders increased by 1.21 million from 2022 to 2023, a year-on-year increase of 19.4%, the fastest growth rate in the past four years.

　　In the first half of 2024, the number of take-away riders is still increasing. Taking Beijing as an example, according to the Main Economic Indicators of Accommodation and Catering Enterprises above Designated Size issued by Beijing Municipal Bureau of Statistics, the operating income of the catering industry decreased by 2.9% in the first half of 2024, and the number of employees in Beijing catering distribution and take-away food delivery service increased by 49.7% in the first half of 2024.

　　On April 29th, tourists ate a barbecue in a barbecue city in Zibo.

　　Drum, a stage play staged in Datang Furong Garden, Xi ‘an City, Shaanxi Province.

　　On May 12th, the night market in Tushan Town, Nan ‘an District, Chongqing was very popular.

On May 7th, in front of the "3D Smiling Wall" of Hubin Pedestrian Street in Hangzhou, Zhejiang Province, the photographer took a group photo for tourists and Chen Chen, one of the mascots of Hangzhou Asian Games.

　　On February 19th, the old street along Xinshi Road, Pengjiang District, Jiangmen City, Guangdong Province was crowded with people.

　　The scenery of Nianjia Lake in Changsha, Hunan Province, taken on May 8.

　　Go to Zibo for a barbecue, visit Orange Island in Changsha, and visit the Kite Museum in Weifang … … During the May Day holiday this year, many "online celebrity cities" attracted tourists from all over the country, and the tourism consumption market was booming.

　　Zibo, a new "online celebrity city", is very popular with tourists. According to statistics, the overall tourist orders in Zibo on May 1st increased by 441% compared with that in 2019, and the number of tourists received on the first day of the "Eight General Convenience Markets" holiday in online celebrity’s punching place exceeded 120,000. Changsha, a veteran "online celebrity city", also performed well. By 14: 00 on May 3rd, 27 tourist attractions in Changsha had received 1,949,500 tourists during the five-day holiday, and realized a total revenue of 92,105,100 yuan.

　　For all cities, "becoming popular" is not the ultimate goal, but "growing red" is the long-term pursuit. How to Develop "online celebrity City" in the Long Term?

　　"online celebrity City" has its own unique temperament.

　　"One table, one furnace, one burrito, dipping sauce, rolling meat and putting onions … …” With a unique sense of ceremony and eating method, Zibo barbecue became popular on the Internet. Since this spring, topics such as "organizing a group to have a barbecue in Zibo" have been frequently listed in the hot search list of Weibo and the list of cities in Tik Tok, which has become a phenomenal topic. With the help of social media traffic, Zibo has become a new "online celebrity City".

　　Online traffic quickly turned into offline enthusiasm — — According to the data report released by WeChat on May 1, 2023, the average daily consumption of tourism-related industries in Zibo increased by 73% month-on-month, and the average daily consumption of tourists in local small and medium-sized businesses in Zibo increased by nearly 40% month-on-month.

　　Zibo is not the first "online celebrity City". Previously, in the north and south of the great river, many cities stood out from the dividends brought by the Internet. And these cities have unique characteristics.

　　The fireworks in Orange Island and the light show on both sides of Xiangjiang River have created the label of "romantic city" in Changsha, Hunan; The leisurely teahouse and the diversified and inclusive fashion street circle combine the comfortable and comfortable atmosphere of Chengdu, Sichuan; The "8D magic" terrain and the popular scenic spot Hongyadong make Chongqing an "old online celebrity" … … With their unique scenery and delicious food, these cities have gained a lot of traffic on the Internet, and become one of the "online celebrity cities", gaining high attention and strong influence.

　　The most common symbols in the city can often cause emotional resonance, and then promote people to appreciate and miss the city. In an interview with this newspaper, Zhang Zhian, a professor at Fudan University’s School of Journalism, believes that "online celebrity City" often has its own characteristics. "We see a ‘ Online celebrity City ’ One is flow, and the other is a cultural or emotional trait that will be recognized by today’s young people. Behind the traffic is a spiritual temperament, such as entertainment spirit, which often connects with the mentality of young people. "

　　Such as Changsha. Full of youthful vitality, it has become a spiritual trait of this city. In the major business districts, neon lights and cars come and go; The fisherman’s wharf is breezy and the lobster is fragrant; Singing and laughing at the lakeside concert … … In Changsha, where there will be traffic jams at three or four in the morning, people crowded into food stalls at night and enjoyed the energetic atmosphere of the city that never sleeps. The story of the liberation of the West Night in the documentary, the scenes of the major night markets in Changsha in the news, and the topic of "At 4: 30 in the morning, the streets of Changsha are crowded with people" have formed the urban characteristics of "Youth Changsha" in the quiet, attracting people from online to offline, leaving home and punching in Changsha. In August, 2022, China City Night Economic Impact Report (2021— 2022), Changsha ranked second in "Top Ten Night Economy in China".

　　"This kind of youth culture and youthful vitality is a sign of Changsha. In a sense, Changsha exists for young people. " Chen Gang, Chairman of Changsha CPPCC, said at the 5th China Wenlv New Marketing Summit.

　　Another example is Zibo. This new "online celebrity City" has become the projection and carrier of many people’s inner needs. In the short mobile video, people are infected by the simple and attractive culture here. A ticket that says "go and go" on weekends can achieve a short-term emotional release. "Fireworks" in "Zibo Barbecue" bears people’s pursuit of a better life.

　　As the local people in Zibo say, the small stove for barbecue in Zibo represents temperature, the small cake represents tolerance, and the spring onion represents boldness. On the one hand, there is no lack of cultural significance in food.

　　How to build a "online celebrity City"

　　From Chongqing, online celebrity, Changsha, Hunan, and Xi ‘an, Shaanxi, to Ganzi, Sichuan, and Suizhou, Hubei, which were set on fire by local cultural tourism bureau chiefs, to Jiangmen, Guangdong, and Dali, Yunnan, which became a hit because of popular TV dramas, and to Zibo, Shandong, which always dominated Weibo’s hot search, "online celebrity City" has not only characteristic symbols, but also cultural elements and urban details.

　　How to build a "online celebrity City" has become a topic of interest to more and more cities. Some cities hold special seminars, some cities make a special trip to Zibo to study, and some cities write them into urban planning … …

　　Judging from past experience, the emergence of "online celebrity City" is indeed inseparable from local efforts.

　　For example, in order to further promote the integration of culture and tourism, Jiangmen City, the location of TV drama The Knockout, has produced VR panoramic view of scenic spots in Changdi historical and cultural block and the sign of punch-in point. Visitors only need to scan the code to learn about the scenic spots in The Knockout and the cultural history behind them, and follow the plot to stroll through the century-old street and deeply feel the old times here.

　　For another example, in Changsha Intangible Cultural Heritage Exhibition Hall, located in Orange Island Scenic Area, Hunan embroidery, dough sculpture making skills, xiang opera facial painting and many other intangible projects provide visitors with a deep cultural experience; Various light and shadow art venues, youth centers, cultural and creative spaces, exhibition halls, etc., allow visitors to deeply understand the local history, culture and humanistic charm.

　　Another example is the 14th Five-Year Plan for Chongqing’s Cultural and Tourism Development (2021— In 2025), it is clearly pointed out that it is necessary to establish and improve the IP collaborative innovation mechanism for the integration of literature and tourism, formulate and introduce support policies for original intellectual property rights, further develop practical cultural and creative alliances, promote cultural empowerment tourism, and fully tap all kinds of cultural relics, literature and art, intangible cultural heritage and other human resources.

　　Red, the test is not only the glamorous side of the city, but also the supporting safeguard measures. Once it doesn’t conform to the word of mouth, or changes quickly, "online celebrity City" will face the risk of "red" turning to "black".

　　In Zibo, after the barbecue "out of the circle", the local authorities immediately launched a series of measures to facilitate the people and benefit the people. In order to cope with the large passenger flow, the local bus routes were adjusted in time and barbecue maps were introduced for diversion; The government took the lead in standardizing the accommodation price, and investigated the hotels whose prices increased by 1.5 times. The public toilets in the scenic spot have intimately prepared sanitary napkins and gastrointestinal anti-inflammatory drugs for tourists; Local men, women and children go into battle together, serve as volunteers to provide services for foreign tourists, and open their arms to the whole country with sincere attitude … … Zibo, a small city, has won people’s praise for its honesty and enthusiasm. According to the data of Meituan, the number of accommodation bookings in Zibo on May 1 this year increased by 800% compared with that in 2019, ranking first in Shandong, and its reputation has been maintained at a high level.

　　Some netizens commented, "You think people are promoting barbecue, but in fact they are promoting residents’ quality, administrative team’s ability and a good business environment." "Zibo barbecue is not a string, and it cares about people’s livelihood, boosting popularity, promoting consumption, revitalizing the economy, building image, creating culture and increasing confidence."

　　In Chongqing, promoting the improvement of tourism environment has become an important task. As Qin Dingbo, deputy director of Chongqing Cultural Tourism Commission, said, with the attention of the city and the accelerated improvement of the tourism environment, the next step is to make what kind of products to attract tourists to stay. Relevant parties in Chongqing said that the next step will continue to promote the quality of product supply. In addition to upgrading a number of scenic spots in online celebrity, such as Hongyadong, Liziba Light Rail and ciqikou ancient town, we will also launch a number of boutique tourist routes around red tourism, urban tourism, Three Gorges tourism and rural tourism, and strive to build a number of iconic, driving and original tourist brands.

　　Let the city move from "online celebrity" to "Changhong"

　　A city can become "online celebrity" by virtue of the spread of a certain scenic spot or event. But to achieve the "long red" state, you need to provide good experience and feelings for a long time.

　　In Zhang Zhian’s view, "online celebrity City" and "Changhong" need planning, marketing, scenes, sharing, spreading and connecting. He believes that a long-term sustainable "online celebrity city" is composed of many factors: first, a developed industrial economy, so as to attract more young people to work here; The second is a livable living environment, and people can have a good consumption experience; The third is a certain cultural accumulation, and the city has its own spiritual symbols and spiritual characteristics. "Short-term hot cities do not mean that they must be cities that continue to exude charm. It is also necessary to effectively transform this flow and become a driving force for sustainable urban development."

　　The practice of Hangzhou is worth learning. In this southern city, Wulin Road in the center of the city is always brightly lit and tourists fly by, and the prosperous night economy lights up the night; A number of interesting landmarks such as "the most beautiful runway", "big and small lotus", the gate of Hangzhou and the Internet of Things Street are constantly appearing; China cartoon museum, China Network Writers Village and other national IP names have successively settled down; E-commerce, Internet of Things, Internet finance and other emerging industries are booming, providing people with a new track for development … … Under the organic combination of various elements, the charm of Hangzhou has continued to increase for a long time.

　　In an interview with this newspaper, Talia Liu, an associate professor at Communication Research Institute of Communication University of China, said: "Really long-lasting ‘ Online celebrity City ’ , to be able to generate economic and emotional links with the local. ‘ Online celebrity City ’ Our growth and development is a process of activating internal motivation, integrating external resources, and then external resources can drive internal motivation, and finally form a United community. The core driving force is human strength. "

　　Some analysts believe that "online celebrity City" focuses on highlighting its characteristics. It should not only learn from the success of other cities, but also combine its own historical heritage, regional culture and the requirements of the times to create its own urban spirit, establish an image externally and unite people at home.

　　From "online celebrity" to "Changhong", "online celebrity City" combines its own advantages and constantly explores the road of urban industrial transformation and upgrading.

　　For example, Weifang High-tech Zone. Here, we focus on the Meta-Universe digital tourism industry. At present, we have laid out professional parks such as Meta-Universe Future Innovation Valley and Liandong U Valley, and gathered 8 key enterprises such as Goer and Tongxin Vision, focusing on building a number of projects such as Kashgar Meta-Universe digital tourism base and Meta-Universe digital technology research and development to shape the advantages of the tourism industry. The person in charge of Weifang High-tech Zone told the author that in the next step, we will build an industrial platform based on parks such as Meta Universe Future Innovation Valley, cultivate and introduce a number of leading enterprises and high-quality projects, and explore the application of "Meta Universe+Cultural Travel".

　　Looking at Changsha again, Malanshan Video Cultural and Creative Industry Park has gathered more than 4,000 upstream and downstream enterprises in the video cultural and creative industry chain. It has scientific and technological innovation forces such as Huawei Cloud Audio and Video Innovation, Volcano Engine, Malanshan Computer Media Research Institute and 5G Key Laboratory, which has promoted the competitiveness and influence of Changsha Cultural and Creative Industry. At the 2023 National Conference on Cultural and Tourism Industry Development, Malanshan Video Wenchuang Industrial Park was awarded the "National Cultural Industry Demonstration Park".

　　Maintaining the strength of "Changhong" is inseparable from the strength of talents.

　　At this point, Xi’ an continues to exert its strength. In January this year, Xi ‘an issued the "Implementation Opinions on Further Strengthening Talent Work to Promote High-quality Development in Xi ‘an", proposing to strengthen talent work to promote high-quality development, implement a more active, open and effective talent policy, and strive to build Xi ‘an into a source of innovation, an industrial integration place and a first-class talent selection place with various talents, broad development space and excellent ecology.

　　"I especially hope that most cities in China have ‘ Online celebrity gene ’ 。” Zhang Zhian told the author, "I hope that different cities can find their own personalities, find different ways of development, and finally let people choose in so many different cities."

　　interlinkage

　　Iterative "online celebrity City"

　　"online celebrity" was originally the abbreviation of the word "Internet red man". Now, everything that has high traffic and is widely concerned on the Internet is often labeled as "online celebrity". Online celebrity Campus, online celebrity Cuisine, online celebrity Landmark … … The scope of "online celebrity" is constantly expanding, and "online celebrity City" came into being.

　　What are the types and stages of "online celebrity City"? In this regard, the media and academic circles are inconclusive and the classification methods are different.

　　Some observers believe that the development of "online celebrity City" has experienced three generations. Before the popularization of the Internet, Xiamen, Lijiang and other cities consciously put image advertisements in the media, which can be called "online celebrity City" and "Veteran". The second generation, represented by Xi ‘an and Chongqing, exploded on the short video platform. In the third generation, the city image is closer to the aesthetics of young people, and Changsha is one of them.

　　Some scholars have analyzed that "online celebrity City" has developed into the 4.0 era. In the 1.0 era, it was mainly a city famous for its natural scenery, such as Lijiang and Dali. In the era of 2.0, the artificial urban landscape was circled, and the typical representatives were Chongqing, Chengdu, Xi ‘an and other cities. In the era of 3.0, "eat, drink and be merry" was the key word, such as "Super Wen He You" in Changsha, which attracted much attention. The era of 4.0 is the "industrial era", and Zibo, which relies on the "consumer service industry", is a typical representative.

　　(Xu Yujie finishing)

Nowadays, there is nothing that hot pot can’t fix. If one meal can’t be done, then have another one. Visible hot pot charm. In fact, in ancient times, hot pot was already a well-known "palace dish". The members of the royal family, Zhong Qianlong and Cixi, were enthusiastic fans of hot pot, and the royal banquet guests also liked to eat hot pot. When Emperor Jiaqing ascended the throne, he held a "thousand banquets". According to statistics, 1550 hot pots were used at that time, which was called the biggest hot pot banquet in history.

People in the Han Dynasty were so particular about eating hot pot.

In the Song Dynasty, hot pot has become a popular food. At that time, there was a custom of "warm winter" among the people, and a "heater meeting" was held on the first day of October every year. Meng Yuan’s "Dream of Tokyo" contains: "In October, there will be charcoal in the stove, and people will buy wine for the stove party." On this day, every family will celebrate around their own stove, or have a barbecue or a hot pot.

However, in the Western Han Dynasty, people began to use "dyeing cups" and "dyeing stoves", that is, small hot pots used by single people in ancient times. Obviously, "dyeing cup" and "dyeing furnace" are the embryonic forms of contemporary hot pot utensils.

Bronze Wending (Western Han Dynasty) Unearthed from Liu He’s Tomb

It is recorded in Lv’s Spring and Autumn Annals that "dyed soy sauce is also available" and "dyed cup" is mainly filled with sauces and salts. The stove under the copper dyeing machine is used to heat the sauce.

Ancient dyeing furnace

Because hot pot was only eaten by aristocrats at that time, "dyeing furnace" was very popular among aristocrats. Some of them were a combination of furnace and cup, and it was important to add a tray under the dyeing furnace to receive the ashes of charcoal fire.

For example, a set of dyeing stoves excavated in the tomb of Liu He, a sea faint, consists of three parts: ear cups, charcoal stoves and chassis, which are exquisitely made and very particular.

In the Han Dynasty, there were all kinds of hot pot utensils. From the material point of view, there were not only bronze hot pot, iron hot pot and pottery hot pot, but also Yuanyang pot, which was used to cook different dishes.

It is said that Liu Fei, the king of Jiangdu in the Western Han Dynasty, loved hot pot very much, and what he ate was a "griddle ding" similar to a mandarin duck pot. However, the closest thing to the current Yuanyang pot is the "five-cooked kettle" used by the people in the Three Kingdoms period, which has five compartments, which are similar to the current Yuanyang pot, and five flavors can be simultaneously transferred in the five compartments to facilitate eating.

Winter in Qing dynasty

It must smell of hot pot.

Hot pot with a history of 1900 years became popular in Ming and Qing Dynasties. At that time, there were not only hot pot dishes such as "raw mutton" and "cooked beef", but also the craft of making utensils was more elaborate. Eating hot pot was very popular in Qing dynasty, which was an indispensable delicacy in winter court, and the tableware of hot pot was also dazzling.

In Yuan Mei’s explosive cookbook Suiyuan Food List, it is also mentioned that "in winter, guests are accustomed to hot pot", and the nobles of the palace are also very fond of hot pot. The degree of love of hot pot by Emperor Qianlong and Empress Dowager Cixi mentioned at the beginning of the article promoted the diversification of hot pot in Qing Dynasty.

Diamond fancy hotpot with cloisonne enamel pattern (late Qing Dynasty)

Hua Enamel Flower Wen Xi Zi Hotpot (Qing) Collected by the Palace Museum

Yinshouzi hot pot is said to be a favorite of Empress Dowager Cixi.

It is reported that Ganlong has visited Jiangnan many times, and every time he goes, he has hot pot. According to the Collection of Archives and Historical Materials of Qing Dynasty, on the 10th day of the first month of the forty-eighth year of Qianlong, Qianlong held a 530-table palace hot pot banquet, with "two hot pots per table".

Jin Yi’s "Maid-in-waiting Talk to Record" records: "Every winter, we have to eat hot pot for three months in the palace. From October 15th of the lunar calendar, hot pot will be added to every meal. The pot will not be removed until the sixteenth day of the first month of the following year. "

Cixi is even more creative in eating hot pot. She created a chrysanthemum hot pot-the bottom of the pot is chicken juice or broth. When boiling, she put in a few slices of raw chicken and fish fillets, and covered the pot to stew for a while. Open the lid again and put in the carefully treated Jin Ju petals. This chrysanthemum hot pot later became a famous court dish.

Nowadays, hot pots have spread all over the streets, whether it’s a spicy hot pot full of spicy flavor or a sour soup hot pot full of fragrance, it’s only a "happy" when you go down. Winter has arrived, eating hot pot is just the time, about three or five friends or a family get together and sit around. Talk about the history of hot pot while eating it. After all, people are 1900 years old.

It’s time to play the sideline ~

Write | Jane

Today, with the increasing popularity of digital life, WeChat, as an indispensable social tool in people’s daily life, is expanding its functions and services. Among them, the concept of "WeChat member" is often mentioned, but many users don’t understand its opening method. This article will analyze in detail how to open WeChat members to help everyone better enjoy the value-added services provided by WeChat.

* * First, get to know WeChat members * *

First of all, it needs to be clear that WeChat itself does not have a direct "membership" system, but some services within WeChat, such as WeChat reading and WeChat video number, will provide membership services. These membership services usually include advertising, exclusive content, priority experience and other functions. Therefore, when discussing how to open WeChat members, we actually mean how to open members of these specific services.

* * Second, open WeChat reading members * *

1. Open the WeChat reading application and enter the "My" page.

2. On the "My" page, find and click the "Open Member" option.

3. Choose your favorite membership package, such as monthly, quarterly or annual membership, and complete the payment.

4. After the payment is successful, you can enjoy the privileges of WeChat reading members.

* * Third, open the WeChat video number member * *

1. Open the WeChat video number and enter the anchor or creator page where you want to open a member.

2. On the anchor or creator page, find and click "Open Member" or similar button.

3. According to the prompts on the page, choose the appropriate membership level and complete the payment.

4. After becoming a member, you can watch exclusive content and enjoy live discounts.

* * IV. Precautions * *

1. Please read the terms of service and privacy policy carefully before opening the membership to ensure that your rights and interests are not infringed.

2. The membership service may change due to version update or policy adjustment. Please refer to the information officially released by WeChat.

Through the above steps, users can easily open various membership services in WeChat and enjoy a richer digital life experience.

　　Farewell to "Top Flow" Shopping Mall

　　After more than 20 years of operation, () I finally chose to bid farewell to this "top flow" shopping mall in Beijing.

　　On February 14th, Wangfujing announced that the Lease Contract between Beijing Xinyansha Holdings (Group) Co., Ltd., a wholly-owned subsidiary, and Beijing Century Jinyuan Shopping Center Management Co., Ltd. for the operating site of Beijing Jinyuan Xinyansha MALL will expire on March 31st, 2025.

　　After the expiration of the contract, that is, from April 1st, Beijing Jinyuan New Yansha MALL, Beijing Yansha Friendship Mall Jinyuan Store and Beijing Guiyou Building Jinyuan Store will stop operating.

　　At the same time, Beijing Century Jinyuan Shopping Center also announced that it will take over the new Yansha rental area from April 1. The shopping center will continue to operate normally at that time. At present, Century Jinyuan Shopping Center has completed the handover and signing with the cooperative brands in the venue.

　　Wangfujing has cooperated with Century Golden Resources for so long and chose to leave at this time. What kind of business considerations are hidden behind this?

　　Farewell to Century Jinyuan

　　Century Jinyuan Shopping Center, located at No.1 Yuanda Road, Haidian District, has been in operation for 20 years since its opening in 2004.

　　With a construction area of 680,000 ㎡, the project became the largest single commercial project in Asia in that year, filling the gap that there was no comprehensive shopping center in Jingxi at that time.

　　Century Jinyuan Shopping Center includes several main stores, including Jinyuan New Yansha Mall, Yansha Friendship Mall and Guiyou Building, as well as the home of home stores and the large-scale Lotus Supermarket.

　　Among them, the leased area of Jinyuan New Yansha MALL is 182,000 ㎡, including 42,000 ㎡ for Jinyuan Store of Yansha Friendship Mall and 13,000 ㎡ for Jinyuan Store of Guiyou Building. The whole project is operated and managed by Beijing Xinyansha Holdings, a wholly-owned subsidiary of Wangfujing.

　　Relevant data show that Jinyuan New Yansha Mall achieved sales of 1.36 billion yuan in 2007, an increase of 223% compared with 2005, and the occupancy rate of shops reached 95%, making it profitable for the first time. And set a record of sales of 2.2 billion yuan, rent collection rate and rental rate of "double hundred" in 2023.

　　Not only that, Beijing Xinyansha Holdings is also one of the profitable subsidiaries of Wangfujing. The annual report shows that in 2023 and the first half of 2024, the company achieved net profit of 368 million yuan and 196 million yuan respectively.

　　Even so, Wangfujing abandoned Jinyuan New Yansha MALL and chose not to participate in the subsequent operation, striving to speed up the layout of new commercial tracks.

　　"The company is in the critical period of format iteration and the incubation period of new format development. The company will accelerate the iteration of format and store structure, optimize the development model and factor allocation, continuously improve the operation quality, deeply tap the market potential, and continuously renew its business content." Wangfujing said.

　　Of course, after the withdrawal of Wangfujing, the leased area of New Yansha will be fully taken over by Century Jinyuan.

　　It is reported that Century Jinyuan Shopping Center will start to carry out zoning transformation, and Section A of the west area of the project is the first phase transformation area, during which other areas will continue to operate. The project plans to build five cultural theme spaces: the city light, the Oriental Beauty School District, the city market, the impromptu time zone and the main road.

　　In this regard, industry analysts believe that the current Century Jinyuan Shopping Center has been slightly old, facing the pressure of customer loss. Through large-scale upgrading, we can introduce more new brands and formats in line with the current consumption trend to attract young people, thus enhancing our competitiveness in regional commerce.

　　Speed up the layout of duty-free business

　　While giving up Jinyuan New Yansha MALL, Wangfujing is also accelerating the layout of tax-free business.

　　On February 14th, the joint venture company jointly established by Wangfujing and () completed the establishment registration procedures. The company is used to operate the duty-free shops in Wuhan located in the shopping center of Wuhan International Plaza.

　　In fact, after obtaining the qualification of duty-free goods in June 2020, Wangfujing began to actively promote the landing of duty-free formats. At present, a number of duty-free projects have been laid out nationwide, including duty-free shops in outlying islands, port duty-free shops and city duty-free shops.

　　Among them, Wangfujing International Duty Free Port, the company’s first tax-free project for outlying islands, opened in January 2023; On January 24th, 2025, Wangfujing Duty Free Shop in Harbin Airport, the first port duty-free project operated by Wangfujing, was opened to the public.

　　The accelerated expansion of duty-free business is rapidly becoming a new growth point of Wangfujing’s performance. The financial report shows that in the first half of 2024, Wangfujing achieved a total revenue of 6.035 billion yuan. Among them, the tax-free business income was 172 million yuan, and the income increased by 121.17% compared with the same period.

　　Compared with the negative growth or slight growth of department stores, shopping centers, outlets and specialty store, Wangfujing’s duty-free business has full potential.

　　However, Wangfujing also admitted that the tax-free format of enterprises is still in its infancy, and due to factors such as business area, the income ratio is only 2.64%.

　　In the future, it is not known how much development space the duty-free business can bring to Wangfujing.

　　The latest news of Beijing Covid-19 vaccine

　　[Updated on November 17th, 2022]

　　News on December 15, 2022

　　Notice on the implementation of the second dose (fourth dose) of Covid-19 vaccine to strengthen immunization was released.

　　News on November 17, 2022

　　Do you have inhaled COVID-19 vaccine in Beijing? Multi-area open appointment vaccination

　　News on July 6, 2022

　　Summary of COVID-19 vaccination measures for Beijing to enter gathering places from July 11th.

　　10.28 message

　　COVID-19 vaccination for people aged 3-11 was launched in Beijing on October 28th.

　　10.20 message

　　Where is the booster shot of Beijing COVID-19 vaccine? Summary of inoculation sites in each district

　　Frequently asked questions about booster vaccination of COVID-19 vaccine (crowd+interval)

　　9.29 news

　　Location and schedule of three-needle COVID-19 vaccination in Fengtai District, Beijing

　　What are the vaccination sites of three-needle COVID-19 in Chaoyang District?

　　9.7 message

　　Resolutely put an end to the combination of QR code investigation and compulsory vaccination (National Health Commission)

　　How to judge whether COVID-19 vaccine is related to allergies?

　　National Health Commission responded to strengthening vaccination (how to fight high-risk groups)

　　9.2 message

　　Since September 1st, COVID-19 vaccine in Chaoyang District of Beijing has fully adopted the vaccination reservation system.

　　9.1 message

　　Summary of common problems in COVID-19 vaccination for the elderly

　　What are the vaccination requirements for the elderly in COVID-19?

　　8.25 message

　　The latest news of COVID-19 vaccine booster (when to make an appointment)

　　7.27 message

　　2021 COVID-19 Vaccination for 12-17 years old non-school population in Chaoyang, Beijing started.

　　7.26 message

　　COVID-19 vaccination among people aged 12-17 started in Shunyi, Beijing.

　　COVID-19 vaccination for people aged 12-17 was started in Huairou, Beijing on July 24th.

　　7.23 message

　　Vaccination sites of Beijing minor COVID-19 (summary by district)

　　COVID-19 Vaccine Appointment Vaccination Procedure in Daxing District, Beijing (with appointment entrance)

　　?Covid-19 vaccination for people aged 12-17 started in Beijing on July 20th.

　　Vaccination schedule: vaccination will be started in senior high school (15-17 years old) on July 20th, and in junior high school (12-14 years old) in early August.

　　Haidian District Online COVID-19 Vaccine Reservation System

　　Reservation platform: Healthy Haidian

　　(Real-time dynamic query of COVID-19 vaccination site details in Haidian District)

　　Beijing COVID-19 Vaccination Welfare

　　Summary of preferential welfare policies for vaccination in COVID-19 (ticket discount+coupons)

　　Vaccination of COVID-19 compatriots in Beijing, Hong Kong and Macao

　　Compatriots in Beijing, Hong Kong and Macao can get COVID-19 vaccine free of charge with relevant documents.

　　3.31 News-Latest Q&A on Vaccination in COVID-19

　　Summary of New Q&A on Vaccination in COVID-19, Beijing (official answers to 25 hot issues)

　　34 Questions and Answers on New Crown Vaccination on March 31st (released by National Health Commission)

　　3.30 News-COVID-19 Vaccination Technical Guide Released

　　National Health Commission Releases Technical Guidelines for Vaccination in Covid-19 (First Edition)

　　3.26 Latest news

　　COVID-19 Vaccine Vaccination for Foreigners in Beijing Started in an All-round Way (Summary of Frequently Asked Questions in Chinese and English)

　　Some restaurants and B&B scenic spots in Pinggu give discounts to COVID-19 vaccinators.

　　Safety and Effectiveness of Vaccine in COVID-19

　　Summary of 16 issues such as safety and effectiveness of the new crown vaccine on March 21 (Health and Health Commission)

　　Latest situation of vaccine in COVID-19

　　① The latest progress of vaccination in COVID-19.

　　② The latest situation of vaccination in COVID-19.

　　?The first mobile vaccination vehicle in China is expected to be put into use in Beijing and Hebei in April.

　　Vaccinators don’t have to go to the inoculation point, and the vaccination car comes to the door to get the big vaccine. [Details]

　　COVID-19 Vaccination for the Aged 60 and Over.

　　The latest news of vaccination in COVID-19 over 60 years old in Beijing (summary by district)

　　Official Answers to 21 Hot Issues of Vaccination in COVID-19, Beijing (released by CDC)

　　Antibody detection after vaccination in COVID-19

　　Does Beijing COVID-19 produce antibodies after vaccination? The detection box can be operated by individuals.

　　3.9 latest news

　　Beijing Dongcheng registered to play COVID-19 vaccine unified reservation platform online.

　　COVID-19 vaccine in Changping District, Beijing added night vaccination.

　　Vaccination in COVID-19 under 18 years old

　　Can you get COVID-19 vaccine under the age of 18?

　　When can people under 18 be vaccinated with COVID-19 vaccine?

　　?3.2 Latest news

　　What is the difference between inactivated vaccine and adenovirus vector vaccine?

　　What’s the difference between four domestic COVID-19 vaccines?

　　Can individuals choose to vaccinate four COVID-19 vaccines approved for marketing in China?

　　Beijing has vaccinated some elderly people aged 60 and above with COVID-19 vaccine (CDC).

　　Vaccination certificate after vaccination

　　How does Beijing Health Bao export or print COVID-19 vaccination certificate?

　　?The second dose of vaccine should be vaccinated in time when returning to Beijing after the holiday (with vaccination precautions)

　　Vaccination schedule for Spring Festival in COVID-19:Click to view

　　Registration of mopai in various districts of Beijing: Click to view.

　　The Second Vaccination of COVID-19 Vaccine (Key Population);

　　Start time: January 21st, 2021.

　　According to the unified arrangement of the city’s vaccination work, the start date of the second dose of vaccination for key populations is January 22, and it is planned to be completed before February 8. The city will do a good job in mobilizing and organizing the second dose in accordance with the principle of "no change in vaccination requirements, no change in organizational channels and no change in vaccine varieties" to ensure the orderly connection between the first dose and the second dose.

　　The COVID-19 vaccine used this time is a whole virus inactivated vaccine, and the recommended immunization program is 2 shots. In order to achieve the best immunization effect for the vaccinated population, the second dose of vaccine can be inoculated at an interval of 21 to 28 days, or it can be completed within 14 to 28 days.

　　Q&A on the second vaccination: Click to view.

　　COVID-19 vaccination consultation hotline:

　　Shijingshan district announces consultation hotline

　　Summary of vaccine consultation telephone number in COVID-19, Beijing

　　?Guidelines for vaccination of COVID-19 vaccine for special population.

　　1. Guidelines for COVID-19 Vaccination for Diabetic Patients (First Edition)

　　2. Guidelines for COVID-19 Vaccination in Patients with Hypertension (First Edition)

　　3. Guidelines for COVID-19 Vaccination for Patients with Thyroid Diseases (First Edition)

　　?From January 1, 2021, Beijing organized all districts to carry out COVID-19 vaccination for nine key groups.

　　In order to strictly implement the work requirements of the joint prevention and control mechanism in the State Council, and in accordance with the relevant deployment of COVID-19 vaccination for key population in Beijing, since January 1, 2021, Beijing has organized various districts to carry out COVID-19 vaccination for nine key population groups, and on the basis of knowledge and voluntariness, strive to achieve "every one should take it". In order to ensure the smooth development of vaccination work, relevant departments and institutions in the city have made careful arrangements for key links such as transportation, storage, vaccination and adverse reaction disposal of vaccines in COVID-19, and closed-loop management of vaccines in COVID-19 has been realized in the whole chain and process.

　　In order to do a good job in COVID-19 vaccination for the key population, the relevant departments and institutions at the two levels in the urban area have carefully organized and deployed. The staff and medical staff who participated in this work gave up their rest during the festival and took up their posts, actively and steadily promoting related work. At present, 220 inoculation sites have been put into use. COVID-19 vaccine command and dispatch platform and vaccination management platform have been launched, and personnel information is interoperable with Beijing "Health Bao" platform. After the first dose of vaccination, the column of "Health Bao" and "health service reservation inquiry" in Beijing will prompt "First dose has been vaccinated"; After the second dose is inoculated, it will prompt "Vaccination complete". From January 1st to 2nd, 2021, the whole city was inoculated with 73,537 doses of COVID-19 vaccine, and no serious adverse reactions occurred.

　　1. Vaccination population: Click to view.

　　2. Vaccination schedule: click to view.

　　3. Vaccine price: Click to view.

　　4. How to make an appointment: Click to view.

　　At present, the vaccination work of nine key groups is coordinated by the municipal level, organized and implemented by the district level, and each unit or industry department specifically organizes docking, and the vaccination is carried out in an orderly manner according to the unified arrangement in the district. In principle, no personal appointment is taken.

　　Official answers to 14 questions about vaccination in Covid-19, Beijing (reservation+price)

　　?How to monitor the adverse reactions of vaccines in China?

　　Wang Huaqing, chief expert of immunization program of China CDC, said that the national laws and regulations, such as the Vaccine Management Law, the National Monitoring Scheme for Suspected Adverse Reactions of Vaccination and the Measures for Identification of Adverse Reactions of Vaccination, all have clear provisions on monitoring and handling of suspected adverse reactions of Vaccination.

　　Specific measures include defining the responsible reporting unit, the responsible reporter, the content and time limit of the report, and stipulating the conditions for suspected vaccine adverse reactions that need to be investigated. Moreover, the diagnosis of abnormal reactions needs to be completed by the investigation and diagnosis expert group, and the identification needs to be completed by the provincial and municipal medical associations. The monitoring of suspected vaccine adverse reactions is realized through the monitoring information system established by China CDC, and information sharing is realized between CDC and ADR monitoring institutions. Disease control institutions at all levels and adverse drug reaction monitoring institutions will also regularly analyze and evaluate the monitored information. If there is a major event, it will be analyzed and evaluated in time.

　　?Will the virus mutation affect the vaccine effect?

　　Virus is one of the simplest organisms, and its proliferation depends on living cells. In the process of proliferation, the virus will mutate, and most of the mutations will not affect the pathogenicity of the virus, the sensitivity of detection reagents and the effectiveness of the vaccine. According to the latest information released by the World Health Organization, from the global monitoring of Covid-19 mutation, there is no evidence that virus mutation will invalidate the existing Covid-19 vaccine. The World Health Organization’s global Covid-19 laboratory network includes a special SARS-CoV-2 virus mutation and evolution working group, which is rapidly detecting new virus mutation and evaluating its possible impact, which will also provide early warning and scientific analysis basis for subsequent vaccine development and application.

Tips: WeChat search WeChat official account [Beijing local treasure], after paying attention, reply to [COVID-19 vaccine] in the dialog box, and get the vaccine reservation entrance (one/two/three/four stitches), vaccination point inquiry (address and telephone number), vaccination record inquiry and proof that it is not suitable for vaccination in Beijing COVID-19.

According to the data of multiple platforms, as of 21: 00 on June 30th, the total box office of national movies in the first half of 2023 (from January 1st to June 30th) was roughly reported to be 26.258 billion yuan, up by 52.8% compared with the first half of 2022. The movies Manjianghong, Wandering Earth 2 and Disappeared She became the top three in the first half of the year.

In 2022, the total box office was only 29.937 billion, which will be easily exceeded this year. The total box office in 2021 was 47 billion, and in 2019 it was 64.1 billion. (In 2020, the epidemic was only 20.3 billion. )

TOP10 in the first half of 2023

01. Man Jiang Hong was 4.544 billion yuan.

02. Wandering Earth 2 is 4.029 billion yuan.

03. Disappeared She is 1.801 billion yuan.

04. "Bears haunt me" Bear Core "is 1.495 billion yuan.

05. The Unfamiliar Road of Life was 1.183 billion yuan.

06. Speed and Passion 10 is 980 million yuan.

07. "Nobody" 931 million

08. Deep Sea 919 million

09. The King of the Sky is 842 million yuan.

10. Journey to the Bell Bud is 807 million yuan.

HNPR－2020－03011

Xiangjiaotong [2020] No.110

2020School of rural compulsory education in Hunan province in

Ad hoc post plan teacher recruitment announcement

According to the spirit of the Notice of the General Office of the Ministry of Education and the General Office of the Ministry of Finance on Doing a Good Job in the Implementation of the Special Post Plan for School Teachers in Rural Compulsory Education in 2020 (Teacher’s Office [2020] No.2) and the Notice on Printing and Distributing the Recruitment Measures for the Special Post Plan for School Teachers in Rural Compulsory Education in Hunan Province (Xiangjiaofa [2019] No.9), in 2020, our province will continue to implement the special post plan for school teachers in rural compulsory education. The relevant matters are hereby announced as follows:

I. Recruitment Plan

In 2020, our province plans to recruit 5918 special post teachers (including 5218 in the national special post plan and 700 in the provincial special post plan). The number of recruitment plans approved by each Shegang county (hereinafter referred to as "Shegang County") is published in the Hunan Special Post Plan Information Management System (http://tg.hunbys.net). For details, please refer to the Schedule of the Number of Recruitment Plans for Special Post Teachers in Rural Compulsory Education Schools in Hunan Province in 2020 (see Annex 1). Among them, some Shegang counties directly incorporate the special post teachers recruited this year into the establishment management, so please pay attention to the applicants.

Second, the recruitment principle

1. Open recruitment and contract management.

2. The principles of "establishing counties, schools and posts" and "openness, fairness, voluntariness and merit-based".

Third, the recruitment target and the application conditions

(1) Recruitment target

Full-time college graduates with bachelor’s degree or above, and full-time college graduates with normal majors (only for primary school recruitment positions).

(2) Application conditions

1. Have People’s Republic of China (PRC) nationality; Support the Communist Party of China (CPC)’s leadership and love socialism; Love education, volunteer to serve rural education, have a strong sense of professionalism and responsibility; Good conduct, law-abiding, good performance at school or during work (unemployment), and no disciplinary action.

2. As of August 31st, 2020, the graduates are under the age of 30 (born on or after September 1st, 1990).

3. Good health, good facial features, no history of infectious diseases and mental illness, and physical conditions for normal performance of duties.

4. Qualifications of teachers

(1) Apply for junior high school recruitment positions: the corresponding teacher qualification certificate has been obtained, and the teaching discipline of the teacher qualification certificate is consistent with that of the recruitment position.

Those who teach physics, chemistry, biology and information technology can apply for teaching positions in science, labor technology and scientific and technological activities.

② If the teaching subjects are physical education, health and biology, you can apply for the teaching position of life and health knowledge.

(3) if the teaching subject is physical education and health, you can apply for physical education teaching positions.

(4) the teaching subject is ideological and political, and you can apply for teaching positions in ethics and rule of law.

(2) Apply for primary school recruitment positions: have obtained the corresponding teacher qualification certificate.

(1) the teacher qualification certificate for teaching disciplines other than music, sports, art, can not be restricted by the teaching disciplines to apply for primary school recruitment positions (except music, sports, art).

(2) if the teaching subject of the teacher qualification certificate is music, physical education and fine arts, you can only apply for the corresponding teaching positions in music, physical education and fine arts.

3 If the teaching subject of the teacher qualification certificate is general education, you can apply for teaching positions in all disciplines in primary school (except for other requirements for recruitment positions).

(3) According to the spirit of the Notice of the Ministry of Human Resources and Social Security, the Ministry of Education, the Ministry of Justice, the Ministry of Agriculture and Rural Affairs, the Ministry of Culture and Tourism, the National Health and Wellness Commission, and the China National Intellectual Property Administration on Implementing Phased Measures of "Taking Posts First, and Examining Later" for Some Vocational Qualifications in Response to the COVID-19 Epidemic (No.24 [2020] of the Ministry of Human Resources and Social Security), College graduates who meet the requirements of the teacher qualification examination registration conditions and the teacher qualification determination on ideological and political quality, Putonghua level and physical condition can sign up for this year’s recruitment of special post teachers, and take the post to engage in education and teaching-related work before taking the examination to obtain the teacher qualification. It is suitable for college graduates in 2020 and college graduates who have not yet implemented their work units in 2018 and 2019.

5. Those who apply for the post of special education subject should be majoring in special education, and the teaching subject of teacher qualification certificate is not restricted.

6. Meet other relevant requirements of the recruitment position.

(3) The circumstances in which the applicant is not allowed to apply for the examination.

1. Persons who have been criminally punished for crimes or who have been dismissed from public office.

2. Persons who have been found to have serious violations of employment, such as fraud, in the examination of civil servants at all levels and in the recruitment of public institutions, and whose disciplinary behavior is still within the prohibition period.

3. Active servicemen.

4. Civil servants and staff of public institutions whose minimum service life agreed with the service unit is not full after employment.

5. Persons who violate the national family planning policy.

6. Persons under other circumstances who are staff members of public institutions shall not be employed according to the law.

Fourth, registration

(1) Registration time

From June 1st to June 10th, 2020 at 17:30.

(2) Registration method

Online registration is adopted, and on-site registration is not accepted.

(3) Registration requirements

1. Applicants should log in to Hunan Special Post Plan Information Management System (http://tg.hunbys.net) (hereinafter referred to as "Information Management System") and fill in personal information and application volunteers objectively and accurately in strict accordance with the requirements (graduation school, major and other information should be consistent with the information of relevant certificates, and fill in the full name). When filling in the registration information, the applicant can only choose one teaching subject and fill in only one application volunteer, and at the same time fill in the information about whether to participate in the volunteer collection. If you apply for a junior high school recruitment position, you can only fill in the junior high school recruitment position when collecting volunteers; If you apply for a primary school recruitment position, you can only fill in the primary school recruitment position when collecting volunteers.

2. Applicants who graduated from colleges and universities in the province must fill in the number of "National Employment Agreement for Graduates of Ordinary Colleges and Universities". The agreement number can be found in the column of "Registration Card Inquiry" in "Comprehensive Inquiry" of Hunan University Student Employment and Entrepreneurship Network (http://www.hunbys.net/).

3. Applicants should upload scanned copies of the original materials according to the following requirements. If the scan resolution is more than 200DPI, the remake is invalid.

(1) bareheaded color ID photo (one inch)

(2) ID card (front and back)

(three) diploma

(1) previous graduates must upload their diplomas and the electronic registration and filing form of academic certificates of the Ministry of Education (downloaded from China Higher Education Student Information Network (Xuexin Network)).

(2) Fresh graduates only need to upload the Online Verification Report of Student Status of the Ministry of Education (downloaded from China Higher Education Student Information Network (Xuexin Network)).

(4) Teacher qualification certificate

Applicants who have obtained the teacher qualification certificate upload the teacher qualification certificate.

Applicants who have not obtained the teacher qualification certificate must submit the following supporting materials and choose one of them according to their actual situation:

(1) submit the certification materials issued by the teacher qualification accreditation body that meet the corresponding teacher qualification accreditation conditions and indicate the qualification types and disciplines.

Submit the Certificate of Qualification Examination for Primary and Secondary School Teachers issued by the Examination Center of the Ministry of Education.

(3) College graduates who implement the phased measures of "taking the post first and then conducting textual research" (applicable to college graduates in 2020 and college graduates who have not yet implemented their work units in 2018 and 2019) do not submit relevant audit materials for teacher qualification certificates. I must submit a letter of commitment that I consciously abide by the phased measures of "taking the post first and then researching".

(5) Other supporting materials (such as name change, public-funded directional training of normal graduates, and breach of contract procedures).

4. The registration information can be submitted after it is confirmed. After the registration information is submitted, the applicant cannot change the registration information. Applicants who fail to submit registration information as required shall be deemed to have given up registration. After the registration deadline, the registration information may not be changed.

5. The contact information of the applicants is not collected during the registration period, but the personal contact information is collected when the Interview Notice is printed.

V. Qualification examination

Qualification examination includes online qualification examination at the time of registration and qualification review before employment. Only those who pass the preliminary examination of online qualifications can enter the follow-up recruitment work.

During the whole recruitment process and the service period of special post teachers, those who fail to submit qualification examination materials and information as required, the submitted materials are untrue or inaccurate, the uploaded materials are ambiguous and unrecognizable, the uploaded photos do not meet the requirements, the relevant information is concealed, false materials or information are provided, and the recruitment conditions are not met. Once found and verified, they will all be treated as unqualified in qualification examination. Those who fail the qualification examination will be disqualified from registration and employment, and the losses caused by the applicants will be borne by themselves.

Our office will announce the list of qualified personnel for online qualification preliminary examination on June 20th, and the applicants can log on to the information management system to check the results of their online qualification preliminary examination.

Sixth, the exam

The examination is divided into written examination and interview. The written test is organized and implemented by the Provincial Department of Education, and the interview is organized and implemented by the Education (Sports) Bureau of Shegang County. The written test and interview results are all based on a percentage system. The total test score is the sum of 70% of the written test score and 30% of the interview score (rounded to two decimal places).

(1) Written examination

1. The volume is closed for 120 minutes. Candidates should carefully read the Notes on Answering Questions for Online Marking Candidates (Annex 2), bring their own blue or black pens, 2B pencils, erasers and other answering tools, and make relevant preparations.

2. Time: Due to the epidemic situation, the written test is expected to be conducted in the middle and late July, and the specific time and requirements will be announced separately.

3. The written test place is located in Changsha.

(2) Delineate the minimum control score line. The determination principles are as follows:

1. The province uniformly demarcates the minimum control score line of written test according to the proportion of 1: 2 recruitment plans. Candidates who enter the minimum control score of written test can participate in the interview.

2. When the number of participants in the written test does not reach 2 times of the number of recruitment plans, the number of recruitment plans will be reduced, and then the minimum control score line of the written test will be defined according to the ratio of 1: 2 in different sections and disciplines.

3. Adjust the number of approved recruitment plans. In principle, the number of reduced recruitment plans is adjusted to disciplines with a large number of written tests. After the plan is adjusted, the minimum control score line of written test will be demarcated according to the newly approved recruitment plan number of 1: 2.

(3) Interview

The interview mainly examines the basic quality and ability of the candidates in education and teaching, and the Education (Sports) Bureau of Shegang County organizes relevant experts to interview the candidates who apply for the county. The interview will be completed within the specified time, and the specific time and arrangement will be announced separately.

VII. Pre-admission

(1) Direct voluntary admission

According to the principle of high score to low score, the physical examination objects are determined equally according to the disciplines of Shegang County.

(2) Solicit voluntary admission.

When there are surplus recruitment plans, our office will redistribute the remaining recruitment plans according to the actual situation and organize voluntary recruitment. The number of recruitment plans announced will go from the county to the school section to the subject, and candidates will fill in their volunteers again in the registration system. The interviewee is determined by county, school section and subject. Applicants should attend the interview at the reported Shegang County Education (Sports) Bureau within the specified time. The collection of voluntary admission is still based on the principle that the physical examination objects are determined equally according to the total score from high score to low score according to the disciplines of Shegang County.

Eight, physical examination

Physical examination objects participate in the physical examination organized by the Education (Sports) Bureau of Shegang County. See Annex 3 for the relevant requirements of physical examination.

IX. Publicity

The list of qualified objects for medical examination shall be publicized to the public by the Provincial Department of Education.

X. Confirm the personnel to be hired

Candidates who have no objection after publicity shall be determined by the Provincial Department of Education as the candidates to be employed, and the relevant Shegang County Education (Sports) Bureau shall be notified.

XI. Selected employment positions

The Education (Sports) Bureau of Shegang County is divided into two batches, namely, direct voluntary admission and solicitation of voluntary admission, according to the grades of the candidates provided by the Provincial Department of Education, and the positions are selected by the candidates according to the total scores from high to low. Employment positions are determined by the Education (Sports) Bureau of Shegang County, and priority is given to junior middle schools and township central primary schools (including complete primary schools).

XII. Signing an employment contract

The personnel to be employed shall report to the Education (Sports) Bureau of Shegang County with their ID card, graduation certificate, teacher qualification certificate (or consciously abide by the commitment letter of phased measures of "taking the post first, and then conducting textual research"), the Employment Registration Certificate for College Graduates in National Ordinary Colleges and Universities or the Employment Registration Certificate for Graduate Students in National Ordinary Colleges and Universities. The Education (Sports) Bureau of Shegang County shall carefully review the qualifications before employment. When reviewing, any candidate who does not meet the recruitment conditions, fails to issue the original of the above materials or commits fraud will be disqualified and the relevant information will be reported to the Provincial Department of Education. After the qualification review is correct, the proposed employee will sign an employment contract with the people’s government of Shegang County (or the administrative department of education).  

Thirteen, announced the recruitment results

After the recruitment, the Provincial Department of Education and the Provincial Department of Finance announced the recruitment results of special post teachers in the province below.

Fourteen, pre-job training and teaching.

Personnel who have signed employment contracts must attend pre-job training. Pre-job training is arranged by the Education (Sports) Bureau of Shegang County as a whole.

Teachers with special posts shall, according to the unified arrangement of the Education (Sports) Bureau of Shegang County, go to the schools stipulated in the contract to teach before the start of the autumn semester.

Fifteen, the duration of employment treatment

1. During the employment period, the salaries and benefits of special post teachers and the relevant policies, household registration and file management and post-employment management enjoyed shall be implemented in accordance with the relevant provisions of the state and the province.

It is an important measure to implement the phased measures of "taking the post first and then researching" to stabilize the employment of college graduates under the current situation. Each Shegang County Education (Sports) Bureau should implement the various treatment guarantees for college graduates who take up their posts first, calculate their length of service according to regulations, pay social insurance premiums according to law, and earnestly safeguard their legitimate rights and interests.

2. Special post teachers perform military service. Before serving, you must report to the administrative department of education in Shegang County in writing. During his service, he retained his qualification as a special post teacher. Upon the expiration of service, those who want to be re-employed shall submit a written application to the provincial special post office within one month after the expiration of service, and will be deemed to have given up automatically after the expiration of service. Those who apply before July 31 of that year will be included in the recruitment plan for special post teachers in that year; Those who apply after August 1 of that year will be included in the recruitment plan for special post teachers in the next year. Those who are re-employed after approval do not need to re-take the exam, and the original Shegang County Education (Sports) Bureau will directly arrange for the post to perform the duties and service period of the special post teachers recruited this year. Service time is not included in the service time of special post teachers.

XVI. Other provisions

1. As of September 2020, special post teachers who are still in service (including voluntary resignation and resignation) are not included in the recruitment scope.

2. As of September 2020, normal students who are still in the service period (including voluntary resignation and resignation) are not included in the recruitment scope (except those who have gone through the formalities of breach of contract).

3. College graduates majoring in preschool education are not included in the recruitment scope.

4. Those who give up employment after passing the medical examination will not be included in the recruitment scope within two years.

5. In-service teachers are not included in the recruitment scope.

6. During the interview or physical examination, if the test scores of the candidates are tied and need to be selected, the tied candidates are listed as the candidates for the interview or physical examination.

7. In all aspects of the recruitment of special post teachers, the relevant departments (units) shall not charge any fees to the applicants. Our office does not hold any training courses for the recruitment of special post teachers, nor does it entrust any other organization to hold similar training courses. Applicants should beware of being deceived in the recruitment examination for special post teachers.

8. For the special post teachers who implement the phased measures of "taking up their posts first and then conducting textual research", when the Education (Sports) Bureau of Shegang County signs the employment contract with the college graduates who take up their posts first, it shall stipulate a one-year probation period according to the regulations; The employment contract shall be terminated according to law if the college graduates who took the post first failed to obtain the corresponding teacher qualification during the probation period. College graduates who have not yet obtained the qualification of teachers should not undertake the teaching task of a course independently if they take up their posts first.

9. During the implementation of the recruitment of special post teachers, the recruitment policies, procedures and standards, the specific work arrangements of each recruitment link, the recruitment plan, the list of qualified candidates for the preliminary examination, the admission ticket, the examination results, and the written examination, interview, physical examination, and the list of candidates to be employed are all published through the Hunan Special Post Plan Information Management System (http://tg.hunbys.net) without further notice.

10. Mailing address of Provincial Special Post Office: No.238, Section 2, East Second Ring Road, Furong District, Changsha (Hunan Provincial Education Department), zip code: 410016, contact persons: Liu Guocai and Hu Wei. Tel (fax): 0731-82203481. E-mail: Tg0731@126.com.

11. Apply for consultation

The consultation time is working hours on weekdays. During the registration period, the consultation time of the registration telephone is 8: 00-20: 00 every day (except lunch break and meal time), and the consultation time of other telephones is still during working hours on weekdays.

Contact information for consultation:

Registration telephone number: 0731-82116077.

Policy consultation telephone number: 0731-82203481.

Attachment:1. Schedule of recruitment plans for special post teachers in rural compulsory education schools in Hunan Province in 2020

        2. Instructions for answering questions for online marking candidates

              3. Physical examination requirements

                                                                                                                               education department of hunan

                                                                                                                             May 20, 2020

　　More than ten years ago, in Daxi Town, Wenling, Taizhou, a small town in Zhejiang, Wang Yunan, a science and engineering man who graduated from university, opened a tea shop called Guming, which was rarely visited when it first opened. No one would have thought that Gu Ming would become the "Bai Yueguang" of Zhejiang young people in the future, and become a giant of domestic tea making.

　　At the beginning of 2024, Gu Ming and Mi Xue Ice City submitted a prospectus to the Hong Kong Stock Exchange on the same day. According to the prospectus, in 2023, Guming sold 1.2 billion cups of drinks, the merchandise sales exceeded 19.2 billion yuan, and the number of stores reached 9,001. It is the largest brand of ready-made tea shops of Volkswagen (10-20 yuan price band) in China, and the second largest brand of ready-made tea shops at full price.

According to the prospectus of Guming Tea, it has become the second largest brand of ready-made tea shop at full price.

　　Zhejiang, with its mountains and waters, has never lacked enterprises that create myths in the "drinking" industry. Wahaha and Nongfu Spring have long been household names. In recent years, various brands of online celebrity milk tea have appeared in the hot tea-making industry, and stores can be seen everywhere, which is quite favored by the capital market. To paraphrase a network, milk tea is not big, and it creates a myth. Zhejiang-made milk tea has occupied an important seat.

　　In a cup of sweet milk tea, Zhejiang enterprises have almost witnessed the iterative changes of the industry. How far has Zhejiang’s milk tea gone? How can a small cup of milk tea "drink" a big industry? Facing the new consumption environment, how will it continue to be a good thing for young people?

　　Zhejiang Jianghu with milk tea

Photo by Yang Yifan, a reporter from an ancient store on Jianguo North Road in Hangzhou.

　　On the west side of Jianguo North Road in Hangzhou, several tea shops are open next to each other. Young people at the door of the store scanned the code to place an order, and the takeaway brother who came to pick up the meal rushed to urge the clerk to pack quickly. Such a scene can be seen in many cities across the country.

　　When Wang Yunan opened the first "Guming Tea" in Daxi Town, the business was not good at first. Every day, he was busy from 8 am to 11 pm, and the turnover of Guming Tea was only in 400 yuan on average one day. After deducting the rent and other expenses, he still lost money, which lasted for half a year.

　　During his college years, Wang Yunan sold radios, quilts and credit cards for his classmates, and gained hundreds of thousands of working capital. After graduation, he returned to his hometown to start a business. He felt that the investment cost of opening a tea shop was low and he liked to drink it. There were also great business opportunities in small places. Without the formula, Wang Yunan kept drinking milk tea to debug the product. Through continuous improvement, the business gradually improved, which made the young man have a greater vision for this career. Perhaps influenced by this experience, Wang Yunan is extremely concerned about the taste and details of the products, and he will try every new product of Guming before it goes on the market.

　　At that time, another Zhejiang enterprise had made a name for itself by relying on milk tea, and took the top spot in the domestic market. In 2005, Xiangpiaopiao, born in Huzhou, created the category of Chinese cup milk tea. Nowadays, mentioning its name can be described as a lot of childhood "memory killing" after 90.

Fragrant milk tea Image source: Fragrant official website

　　According to official website, by 2008, the sales volume had exceeded 1 billion. In 2017, it successfully landed on the Shanghai Stock Exchange. With the portable cup-brewed milk tea, the market share ranked first for nine consecutive years. In the brewing milk tea market, "Xiangyue milk tea" in Wenzhou, Zhejiang Province has also made great efforts in the market, and cup-packed and bagged milk tea has entered supermarkets and shops in many places.

　　In terms of bottled milk tea, Zhejiang enterprises Wahaha and Nongfu Spring have also launched corresponding products. For example, in 2021, Nongfu Spring launched a series of "milk tea" products, which played a differentiated advantage in the highly competitive bottled milk tea market. On social media, the product has won praise for its taste. In double 11, which has just been listed for one month, it sold tens of thousands of boxes.

Nongfu Spring’s "Playing Milk Tea" Image Source: Nongfu Spring official website

　　With the further development of milk tea market, fresh-made tea has become a new track.

　　Gu Ming opened the second direct store in 2011, and the first franchise store in April of the same year, which started the chain operation mode. In order to help inexperienced franchisees choose a location, Wang Yun An once spent three months driving with each other to choose a location. Lack of start-up funds, and even borrow money to help franchisees tide over the difficulties. First, understand a regional market thoroughly, and then break it down one by one by means of "mentoring". In Zhejiang Province, where Gu Ming made his fortune, the number of stores has exceeded 2,000, accounting for more than 20% of the total number of stores.

　　Some analysts pointed out that Gu Ming has unique conditions: he was born in Zhejiang, where there are bold and cautious small bosses everywhere, and he is well-informed in joining and doing business; In terms of per capita consumption power, Zhejiang people are also in the forefront.

　　For more than ten years, Zhejiang milk tea enterprises have witnessed the changes in the rivers and lakes of milk tea. According to Zhu Danpeng, a food industry analyst in China, the change of milk tea products is not only the promotion of overall consumption upgrade, but also the concrete manifestation of competition in the whole industry. With the new generation of consumer thinking and consumer behavior changes, it is also forcing the entire industry to continue to innovate, upgrade and iterate.

　　Milk tea "drinks" a big industry

　　Xiao Zhou, who worked in Hangzhou for several years after 1995, is one of the fans of milk tea, and she is willing to try all kinds of milk tea. After lunch, she always spells orders with her office colleagues. Although it takes a long time to meet the peak order period, in her opinion, "the price of a cup of milk tea is not high and all kinds of new products are very attractive". Gu Ming’s super A cheese grapes are regarded by her as the source of happiness in summer. This ancient tea is one of the best-selling drinks. From 2021 to the first three quarters of 2023, the total sales volume exceeded 130 million cups.

　　A group of young people like Xiao Zhou have become loyal consumers of ancient tea. According to the prospectus, by the end of 2023, the number of registered members of Guming applet was about 94 million. Among them, the number of quarterly active members in the fourth quarter of 2023 exceeded 36 million, and the average quarterly repurchase rate in 2023 reached 53%.

"Super A Cheese Grape", one of Guming’s best-selling products. Image source: Guming official website

　　According to the consulting report, the mass ready-made tea shop market is the largest and fastest growing market segment in China. The GMV of China Volkswagen ready-made tea shop market reached RMB 86.5 billion in 2022, and is expected to further increase to RMB 244.4 billion in 2027, with a compound annual growth rate of 23.1%.

　　Why does a cup of milk tea make a big industry?

　　Xiao Liang, director of the Modern Business Research Center of Zhejiang Gongshang University, said in an interview with Chao News that milk tea has the characteristics of high-frequency consumption, high user stickiness, low entry threshold and strong IP rotation. The new tea industry represented by milk tea can explode and drive the development of the industry, which stems from its multiple consumption values.

　　First of all, it is emotional value. In addition to drinking this functional value, milk tea with a relatively sweet taste can relieve stress and satisfy self for many young people. According to the Report on the Investigation and Analysis of the Development Status and Consumption Trend of China’s New Tea Industry in the First Half of 2022 by Ai Media Consulting, "Trying new drinks", "relieving pressure" and "good taste" are the first three factors that make consumers increase their purchase intention.

　　Secondly, it is social value. "Milk tea is becoming a social way for young people", and behind the explosion of some tea brands in online celebrity and the "first cup of milk tea in autumn" becoming a hot word on the Internet, there are certain social consumption motives.

　　Moreover, the unit price of milk tea products is relatively low. You can get a taste bud satisfaction with little money and have both emotional and social values, so you can get the favor of young people who are paying more and more attention to cost performance and pursuing quality and product style.

　　The development of new tea enterprises also conforms to the changes of consumption habits and consumption environment.

　　Jiang Han, a senior researcher at Pangu Think Tank, said that with the popularity of the mobile Internet and the rise of e-commerce, consumers can buy milk tea online anytime and anywhere, which is convenient for consumers to buy. As people pay more and more attention to the quality and taste of products, they are more inclined to choose healthy and fresh food. In addition, people pay more and more attention to the consumer experience, and their loyalty to the brand is getting higher and higher. Judging from the prospectus, Guming pays attention to brand building and quality assurance, focusing on the mid-to high-end market and adopting the strategy of high quality and high price. "The new tea meets the needs of consumers for quality, taste and consumption experience, and it can achieve such great success in the market."

　　Where are the "ancient teas" going next?

　　A pair of black-rimmed glasses, a sweater, and a backpack, everyone grinned humbly. Wang Yunan, who is full of science and technology, said in an interview with the media that he would try to make milk tea bigger and better. Now he is getting closer and closer to his original dream. With the supply chain and R&D capabilities, product innovation capabilities, and a win-win situation with franchisees, Guming is rushing to compete in the second half of milk tea.

The staff of Guyumen Store are making drinks. Photo by reporter Yang Yifan.　

　　In Jiang Han’s view, Gu Ming and Mi Xue Bing Cheng rushed to IPO, and the rapidly developing tea industry attracted the attention of the capital market. Judging from the prospectus, the two business and profit models have their own characteristics. Guming pays attention to brand building and quality assurance, focusing on the middle and high-end market and adopting the strategy of high quality and high price; While Mi Xue Bing Cheng pays attention to cost control and large-scale development, focusing on the mass market and adopting the strategy of small profits but quick turnover. Although each has its own characteristics, the future milk tea market will have huge space, but the competition will be extremely fierce.

　　"The whole new Chinese milk tea has entered a very involuted node, and it has also entered a cycle of big waves and sands. The Matthew effect of the stronger and the weaker is highlighted." Zhu Danpeng said that the listing of tea companies, with the empowerment of capital, will undoubtedly further accelerate the integrity of the supply chain and expand stores.

　　In Gu Ming’s view, more than 500 stores in a single province are the key scale. At present, it has established a network of stores exceeding the key scale in eight provinces including Zhejiang. Wang Yun ‘an said in an interview before that the expansion of Gumingmen Store follows the supply chain, that is, where the warehouse is built, Gumingmen Store will open. In addition, Guming will also enter more markets such as Hong Kong and Macao. In the prospectus, Gu Ming said that he would continue to invest in strengthening supply chain capabilities, expanding store networks, investing in product research and development, brand building and user operations, and maintaining further growth.

　　Sinking the market is becoming the direction for "milk tea people" to seek new growth. Zhu Danpeng believes that with the continuous acceleration of urbanization, the overall consumption willingness, consumption confidence and consumption power of young people in small towns are still good. "The sinking market is the top priority and development direction of the entire FMCG industry in the next two years." According to the consulting report, the market of mass ready-made tea shops, second-tier and below cities are expected to develop with the fastest growth rate from 2022 to 2027, and contribute most of the market increment.

　　Known as the "Snow King", Honey Snow Ice City takes the ultimate cost-effective route and has 36,000 stores, which has strong strength, scale effect and fan effect in the sinking market. Gu Ming, who came out of a small town in Zhejiang, is emphasizing its advantage in sinking the market. As of December 31, 2023, the number of stores in Guming in second-tier cities and below accounted for 79% of the total number of stores. At the same time, 38% of the stores were located in towns and villages far from the city center. The above two proportions are the highest among the top five brands of public ready-made tea shops in China according to the number of stores.

　　How will the "involuted" milk tea industry continue to be a good thing for young people? Jiang Han believes that in the future, tea companies will undoubtedly continue to work hard in terms of quality, taste, brand and service, form their own characteristics and advantages, and constantly innovate and upgrade, innovate marketing methods and introduce new products to meet the changing needs of consumers.

　　The fierceness of a cup of milk tea and the growth and fierce competition of the industry also reflect the consumption changes of young people at present in a rather critical way. "Especially after the epidemic, consumption tends to be rational. For young people, they are more willing to spend money on small items with low prices than buying big ones, and the proportion of such consumption may increase. The development of more industries should pay attention to and adapt to such trends. " Xiao Liang said.