分类： xiyu

On December 14th, the Press Office of the State Council held a series of press conferences on the theme of "Opening by Authorities" to introduce the situation of accelerating the construction of a strong cultural country and promoting the high-quality development of culture and tourism. Lu Yingchuan, Vice Minister of the Ministry of Culture and Tourism, said that tourism should serve the people and be driven by tourism to better meet people’s new expectations for a better life.

Editor: Liu Yanxia

Produced by Audio and Video Department of Xinhua News Agency

Ministry of Culture and Tourism: Innovating the supply of tourism products and creating tourism demand with new supply.

Ministry of Culture and Tourism: Continue to promote the integration of urban and rural public cultural service system.

"Hot"! The Vice Minister of Culture and Tourism described this year’s tourism market in two words.

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Marriage is the only way in life. Marriage can change a person’s life.

Can make a person’s life change dramatically.

In any country and culture, when an individual reaches marriageable age,You should leave family of origin, find your partner and start your own small family.

As the saying goes, men should marry when they are older, and women should marry when they are older, which is influenced by the traditional culture of China.

Marriage can be regarded as a top priority in one’s life.

For most young men and women of marriageable age,

Once the task of getting married and having children is not completed within a certain age, parents and relatives will urge them to get married.

If there is a large-scale phenomenon that men and women of marriageable age do not get married, it will gradually lead to social,

The imbalance between male and female population, the declining marriage rate, the declining birth rate and the aging population.

Take Japan, a developed country close to us, as an example, because there was a large-scale feminist movement,

The relationship between men and women in Japanese society has been greatly affected.

Nowadays, not only young women in Japan don’t want to get married, but men also reject marriage life.

For them, getting married is not as good as playing games at home.

Some people say that the Japanese government is facing a serious population problem, and the birth rate is declining.

The phenomenon of population aging is becoming more and more serious, and the ratio of male to female is seriously out of balance.

Many men began to commit selective crimes because they could not meet their inner sexual needs.

As a result, the crime rate in Japan has soared.

However, some women also have no enough ability to support their own life, and finally they can only choose the career of sex.

A similar phenomenon has appeared in our country now, and many women have begun to refuse to get married.

Men want to get married but can’t find a partner, and some of them are uncomfortable, because the huge economic pressure is also relatively exclusive to marriage.

With the gradual change of young people’s thoughts, their views on marriage have also changed dramatically.

If married life is bound to tie your hands and feet, it is better to live a single life freely.

Because of this, there are a large number of older unmarried young people in our society today.

According to the census data, since 2013, the marriage rate in China has been declining.

In 2014,Marriage in China is only9.9%By 2018, the marriage rate in China has dropped to7.2% 。

Nowadays, the number of unmarried young people of school age in China has reached 240 million, of which the number of unmarried women has exceeded 100 million.

People have long been familiar with the problem of single women in China, so what causes these problems?

Why is there such a state of imbalance in our congress?

The reasons leading to this phenomenon are complex and long-term, and Rome was not built in a day.

Influenced by economic globalization, the economies and cultures of various countries are deeply blended.

Many young people in our country have been influenced by western ideology and culture.

Westerners advocate liberalism and like to live freely.

Moreover, after the feminist movement, the per capita education level in China has gradually improved.

Women’s self-awareness began to grow, and they began to want to pursue their ideal life.

So they began to pursue their studies and careers, different from women in traditional society.

They can receive education equally, and they don’t need to be like women in the past.

Put all your time and energy into the family, become an accessory of men, and become a tool for giving birth to children.

At the same time, with the continuous development of society, people’s material living standards are getting higher and higher.

The cognitive level is constantly changing, and today’s women are more inclined to be themselves.

The continuous improvement of women’s social status also helps them to pursue the life they want.

The existence of this phenomenon has two sides, which not only represents the continuous progress of human society,

But it also makes many women fall into the trap of being "killed".

Influenced by traditional ideas, many people in today’s society still have the idea of favoring boys over girls.

Many imaginations in today’s society seem to be beneficial to women, but in fact they are killing women.

Nowadays, people’s material living standards have been greatly improved.

The improvement of women’s social status also leads them to live a princess-like life since childhood.

It is this kind of love that laid the groundwork for them to be "killed" in the future.

Many women can’t adapt themselves to all kinds of problems when they first enter the society.

In the face of all kinds of trivial matters, they always take care of themselves, not to mention taking care of their families and children.

This will cause many women to be immature when they reach marriageable age.

Because of this, many women now only meet their own needs, just be happy.

I can be my own queen.

Everyone has different attitudes towards life, and it is understandable that some women choose this lifestyle.

But most people can’t live alone without their families in the end.

Then maybe try to change your mind and find a suitable partner to make your life more substantial and rich.

The End –

Author | Tommy Da

Edit | Houhai

Reference: Jean Piaget Biography. (2020, January 29)

What is culture? A topic that often lingers in my ears, but it is really difficult to make it clear. There is the concept of big culture and the understanding of narrow culture.

Some people on WeChat summarized a person’s cultural performance as "self-cultivation rooted in the heart; Consciousness without reminding; Freedom based on constraints; Kindness for others! "

Long Yingtai, a famous cultural person and former "Minister of Culture" of Taiwan Province, once wrote a book to answer this question, which is full of female cultural people’s understanding of culture: an excerpt from it: "Culture is actually reflected in how a person treats others, himself and his natural environment. In a society with a thick and deep culture, people know how to respect themselves-he disagrees, so he has taste because he disagrees; People know how to respect others-he is not overbearing, because he is not overbearing, so he has morality; Man knows how to respect nature-he does not plunder, because he does not plunder, so he has eternal intelligence. Taste, morality and intelligence are the sum of cultural accumulation. "

This is an explanation of cultural phenomena from a typical narrow cultural perspective.

According to our textbooks, culture is a social phenomenon, a product of people’s long-term creation, a historical phenomenon and a deposit of social history. To be exact, culture is condensed in the material and dissociated from the material, and the history, geography, customs, traditional customs, lifestyle, literature and art, code of conduct, way of thinking, values, etc. of a country or nation that can be passed down are generally recognized as an ideology that can be passed down in human communication.

There are two kinds of culture, one is production culture and the other is spiritual culture. Science and technology culture is production culture, and life ideology culture is spiritual culture. Corporate culture, university culture, office culture, etc. are institutional or systematic cultures. Any culture is used for life, and there is no culture that is not used for life. Any culture contains a theory, way, idea and understanding of life and existence.

The structural anatomy of culture is divided into two parts: material culture and spiritual culture; There are three levels, namely, material, system and spirit; There are four levels of theory, namely, material, system, customs, thoughts and values. There are six subsystems, namely, material, social relations, spirit, art, language symbols, customs and habits.

The internal structure of culture itself includes material culture, system culture, behavior culture and mentality culture. Theoretically, there is a lot to talk about, but generally speaking, changes in society itself bring about cultural changes. Mainly reflected in three aspects:

First, the vitality of culture comes from inheritance.

Any kind of culture is formed over time under the historical background of thousands of years, which is embodied in everyone. To some extent, culture is a kind of inheritance.

This kind of inheritance process, first of all, is to teach by example. Therefore, for everyone, family plays an important role, and parents play a central role. For students, school is an important platform for cultural inheritance, and teachers are the hub of cultural inheritance. For adults who have already worked, the institution where they work is the platform for cultural inheritance, and the person in charge of the institution is the core of cultural inheritance.

It is normal for everyone to have different feelings and views on culture at different ages. However, for culture, future generations are not qualified to comment on its advantages and disadvantages, which are the feelings of different ages and formed under the background of thousands of years of history. We are all unconscious inheritors and practitioners.

Second, the development of culture depends on communication and reference.

Culture is colorful because of communication, and civilization is enriched because of reference.

Culture is rich, even completely different, and the development process of culture is also a process in which various cultures constantly influence each other and learn from each other.

Indian Buddhism has been introduced to China for more than 1000 years. Compared with the original Indian Buddhism, it has been far away and has undergone many great changes. It has influenced China culture, and at the same time it has been completely influenced by China culture, and it has been mixed with Confucianism, Buddhism and Taoism in China, becoming an important pillar of China’s traditional cultural ideas and morality, and another bottom line of social governance.

During the early days of the founding of New China, we studied the Soviet Union, from architecture to running schools, broadcasting and movies, national governance, engineering technology, and specialty setting, and Soviet culture was everywhere.

In recent 40 years, in the process of reform and opening up, we have the shadow of western culture everywhere, from architectural style to school-running concept to film and television entertainment and social governance. Similarly, with the prosperity and increasing influence of China, China elements are increasingly appearing in the United States and other western countries, whether it is Spring Festival, Chinese characters, China Red, Chinese Dragon, and so on.

In the United States, it is normal to put schoolbags on the ground, because they think schoolbags are dirty. In China, schoolbags are often placed on the table because the ground is too dirty. These are all behaviors in different cultural backgrounds. When we are familiar with the reasons, we may learn from them and change.

Third, the innovative power of culture comes from the development of social productive forces.

Mankind has experienced agricultural revolution, industrial revolution and information revolution. Every industrial and technological revolution has brought great and profound influence to human production, life and culture.

Culture itself is also changing with the development of society, and shows the shadow of the development of the times. Especially in modern times, with the progress of technology, the culture of every country is undergoing tremendous changes, even subversive changes.

The improvement of transportation has promoted the development of economy to a great extent, and strengthened the connection between people, thus bringing more integration of regional language and writing architecture. The invention of electricity has also fundamentally changed the rules of people’s daily life and directly affected the formation of some related cultures, such as nightlife, movies and games. After the appearance of television, potato TV, a kind of special term, appeared to describe a certain state of life.

As one of the main bodies of culture, picture books were popular when we were young, and animation was already popular when my son was young, then games, and related industries, such as cosplay, had great influence among teenagers. Now, games have become one of the most important industries in the world. Although Sina has a great influence, its income is only 22% of Netease, which is mainly based on games.

But all these influences are not as far-reaching as the impact of the development of the Internet on our human culture.

Whether in the subway or on the bus, we can see the low-headed people everywhere, which is the cultural phenomenon brought by the mobile Internet. Of course, this is only a shallow impact.

A few years ago, a book called "The World is Flat" was popular. Now, the world is flat. The appearance of the Internet, starting from language conformity and communication, has gradually changed all systems of social relations, spirit, art, customs and habits. It has broken the traditional differences and distances between regions, time and space, classes, social structures and countries, and completely broken or even changed the inheritance of culture, learning from the way of integration.

For example, on FACEBOOK, WeChat, etc., people from different countries and religions are discussing the same issue in different groups. Different civilizations and cultures have also collided fiercely in the same time and space, which is unimaginable in the history of human civilization for thousands of years. Over the past two thousand years, culture has always been the social elite, and the strong are guiding it. Now, it is completely a group guidance.

The information technology represented by the Internet is changing with each passing day, which has led to new changes in social production, created new space for human life, expanded new areas of state governance, greatly improved the level of human understanding, greatly improved the ability to understand and transform the world, and improved the cultural space unprecedentedly.

Universities should play a leading role in culture.

As an important organization in a civilized society, universities have maintained a high social status and are enduring for a long time. University has not only inherited knowledge civilization, but also changed its times. Universities should play a leading role in culture. Academician Zhao Qinping of Beijing University of Aeronautics and Astronautics once made a special exposition. He pointed out: "The function of leading culture of universities is embodied in inheriting and carrying forward excellent traditional culture, drawing on and spreading advanced foreign culture, and creating and cultivating new culture of the times. Inheritance and reference are the basis of creation. Without the inheritance of traditional culture and the reference of foreign culture, it is difficult to create a new culture of the times. If it is said that inheriting and carrying forward excellent traditional culture is a universal function of all education, then it is mainly the function of universities, especially high-level research universities, to criticize and learn from foreign cultures, to spread advanced elements in society and to create, cultivate, reconstruct and develop new cultures. (Li Zhimin, the picture comes from the Internet)

On December 5th, Beijing time, the ITTF Chengdu Mixed Team World Cup was in full swing. In a just-concluded men’s singles contest, Fan Zhendong, the world champion of table tennis, made his debut against Huang Zhen Ting of Hongkong team in China. As a result, Xiao Pang withstood the impact and finally defeated his opponent 2-0, scoring 2 points for table tennis.

Earlier, Wang Chuqin/Sun Yingsha defeated He Junjie/Du Kaiyu 3-0, and Chen Meng swept Zhu Chengzhu 3-0. Together with the icing on the cake of Fan Zhendong, the China team has achieved a proud record of 8-0. After zero opponents won on the first match day, Guoping continued to play the victory song on the second match day, well done!

Fan Zhendong’s game against Huang Zhen Ting also attracted much attention. In the first game, Fan Zhendong played a bit dull at the beginning, and the score could not be opened in the first half of the game. However, Fan Zhendong played well in the second half, winning the game with 10-7, and then Fan Zhendong scored. At the same time, Xiao Pang scored a point for Guoping.

In the second game, Huang Zhen Ting gave it a shot, but Fan Zhendong fought back against the impact, leading the opponent 4-2, and Huang Zhen Ting used a timeout. After coming back, Huang Zhen Ting scored 2 points and tied the score to 4-4. Then, Fan Zhendong stabilized the situation and finally sealed the victory with 11-4.

In this way, as of now, Guoping has not lost a game, and has won 16 consecutive games. No one can shake its strength. Congratulations to Guoping and China. Later (tonight at 19:00), Guoping will once again go out to compete for the third round of the group round robin, expecting good news from the soldiers.

Kondo Daisuke/Wen

On July 5th, Shohei Ohtani, known as "the best Japanese athlete trained after the Second World War", celebrated his 29th birthday. Shohei Ohtani is 193cm tall and weighs 102kg. At present, he is a star player of American professional baseball team "los angeles angels".

Because the popularity of baseball in China is relatively low, it may be difficult for China people to appreciate the greatness of Shohei Ohtani. Like China, there is no major professional baseball league in Germany. Therefore, the German media once made a very vivid analogy with football. Shohei Ohtani, a Japanese professional baseball player, is like Lionel Messi and Manuel Neuer on the football field.

Messi, known as the best striker of this century, was the minister of the arm stocks who won the Argentine national team in FIFA World Cup Qatar 2022 last year. Neuer, known as the best goalkeeper in the world, has a superb defensive ability. If football matches are used as an analogy, Shohei Ohtani can be a goalkeeper like Neuer and create a lot of goals like Messi.

However, in the real football match, it is impossible for a player to be a goalkeeper and a striker at the same time. Similarly, in baseball, it is impossible to be a pitcher equivalent to goal keeper and a home run batter equivalent to a football striker. Of course, this, like football, is not "forbidden" in rules, but "impossible" in human physical fitness. Therefore, all football players and baseball players have never thought about having two jobs on the court.

However, since childhood, Shohei Ohtani dreamed that he could become a "court-riding" player who could throw, hit and run. In 2013, after graduating from high school at the age of 18, he joined the Japanese professional baseball team "Hokkaido Japanese Ham Fighters".

Perhaps it was God who blessed Shohei Ohtani. At that time, the head coach of this team was Hideki Kuriyama, who was called "the first Japanese intellectual coach". Later, coach Kuriyama became the head coach of the Japanese national team. At the WBC(WorldBaseballClassic) held in March this year, he led the outstanding players of Otani Xiangping to win the championship.

At that time, Coach Kuriyama was very supportive of Shohei Ohtani’s dream, and even praised his ability as a "two-knife flow"-usually, when Japanese samurai confronted each other, everyone used a knife, but Shohei Ohtani had both the throwing and hitting knives, so he was called "two-knife flow" by Coach Kuriyama. It didn’t take long for the word "two knives" to become a buzzword in Japan.

In Japanese, the expression similar to the meaning of "two knives" also includes "two pairs of sandals", that is, doing one’s job from nine to five in the morning and doing sideline work after work or on rest days in the evening. This behavior is called "wearing two pairs of sandals" by the Japanese.

However, in real life, neither "two knives" nor "wearing two pairs of sandals" is a compliment. This is because in the traditional Japanese values, the concept of "not serving two monarchs (samurai can’t be loyal to two monarchs at the same time)" and "those who chase two rabbits will lose (those who chase two rabbits at the same time will not get one)" has long been deeply rooted.

Therefore, Shohei Ohtani is under great pressure. However, he finally withstood all the pressure and became a bright star in Japanese professional baseball. In the 2016 season four years later, he led the team to win the national championship in Japan.

According to the baseball agreement signed between Japan and the United States, players who have played in the Japanese professional baseball league for five years can transfer to the American professional baseball league. According to this agreement, coach Kuriyama sent Shohei Ohtani to the American professional baseball team "los angeles angels" in 2018.

At the beginning of Shohei Ohtani’s transfer, the American media made harsh comments. If you borrow the above-mentioned German media, it is "I want to be Messi and Neuer. Is there something wrong with my brain?"

In fact, it is only natural that the American media "bad-mouthed" Shohei Ohtani. After all, since the end of World War II, although the general environment of baseball has been improved, no American baseball player is willing to make such an earth-shattering attempt. Shohei Ohtani, on the other hand, insisted on his "two-knife flow" in the United States.

In 2021, Shohei Ohtani’s capabilities broke out in an all-round way. As a batter, he hit 46 home runs; As a pitcher, he achieved a record of 9 wins and 2 losses and struck out 156 times, which perfectly achieved "the combination of Messi and Neuer". In the end, he won the MVP award that year.

In 2022, Shohei Ohtani continued the excellent state of last season, hitting 34 home runs as a batter and 15 wins and 9 losses as a pitcher. The reason why the loss as a pitcher has increased is mainly because los angeles angels was originally a weak team. Therefore, Shohei Ohtani always gives people the feeling of being alone in the team.

In March this year, the curtain of the new season of the American Professional Baseball League opened, and 30 teams will play 162 games. By July 9th, all the games in the first half of the season had ended, and Shohei Ohtani was striding forward to rewrite the history of American professional baseball.

As a batter, he is far ahead with 32 home runs. Hit rate is 0.302, ranking sixth. RBI 71, ranked second. 7 wins and 4 losses as a pitcher. Strike out 132 times, ranking third. If he has the same wonderful performance in the second half of the season, then he will definitely win the MVP for the second time.

At the moment, there are two things about Shohei Ohtani that have attracted much attention:

One is his annual salary next year. This year, Shohei Ohtani’s annual salary is 30 million US dollars (about 220 million yuan). If the sponsorship contract is added, it is said that it can reach more than 60 million US dollars (about 430 million yuan).

However, Shohei Ohtani will have the right to choose teams freely from next year. Therefore, his annual salary may reach 100 million US dollars (about 720 million yuan). At present, the highest annual salary of professional baseball players in the United States is 43 million US dollars (about 310 million yuan) for pitchers and 40 million US dollars (about 290 million yuan) for batters. Otani is both a pitcher and a batter, so his annual salary is at least the sum of the two.

Second, it is his marriage problem. Shohei Ohtani is 29 years old this year, but he has never mentioned his other half. When the team went on an expedition to new york in April this year, the local media asked him, "What do you think of new york at night?" His answer turned out to be "not very clear, because I have never been out of the hotel."

Therefore, it is said that many Japanese actresses, models and anchors are now coveting the throne of "Otani Xiangping’s wife". In American baseball fields, there are even white women holding "Be my boyfriend!" in the audience. Posters cheer for him.

Personally, I think the most remarkable thing about him lies in his personality and humanity. If there is rubbish on the site, he will immediately pick it up and put it into his pocket; If there is dust splashing on the opponent’s body, he will come forward and wipe it off with his hand; No matter how tired he is in training and competition, he will sign autographs for fans on the sidelines. Not only that, he has never lost his temper on the court. No one knows what great achievements this Japanese treasure will make in the future. I just hope that he can stay away from injuries and be safe and smooth.

What is Emotion: History, Theory and Vision of Emotional Research

By Zhang Chuntian

Editor Jiang Wentao

Published by Peking University Publishing House

In recent years, the research on emotion has become one of the most important research orientations of human literature. This book not only covers the "emotional turn" and related debates and reflections, but also includes a discussion on the evolution and transformation of emotions in early modern times. This book covers the Chinese and western history and theories of modern emotion, consciousness, sensory perception, writing and reading from the 18th century to the 20th century, and also highlights the relationship between emotion and media, images, movies and contemporary society in the context of post-modernism and media integration. Adhere to the historicization of theory, interdisciplinary orientation and the correlation between humanities and science.

> > selected reading of the text

I’m not worried about emotional expression itself: people in the past, like now, expressed joy, sadness, anger, fear and many other feelings. These emotions (just like today) had many meanings at that time, they had an impact on others, and they would be manipulated by others in turn (just as we will do now). Medieval researchers-in fact, all historians who want to describe history correctly-have to worry about how historians treat emotions in history.

Simply put, the grand narrative is like this: the history of the West is the history of increasingly restrained emotions. The Greek and Roman periods were ignored: didn’t Homer praise the sweetness of anger? There was a childlike emotional life in the Middle Ages: pure, intense and open, and modernity (with various definitions) brought self-discipline, control and suppression.

Max Weber believes that modernism and the state bring bureaucracy, which in turn promotes the development of "rational matter-of-fact" and the personality type of experts ". Calvinists emphasize the evidence of elections, which leads to a kind of "systematic self-control", which is the religious basis of modern capitalist spirit. According to Freud, "civilization" is indeed synonymous with modern European civilization. Telephone, airplane, park and obsession with cleanliness, these symbols of civilization are all "based on giving up hedonic instinct". In the mythical "past", there is more freedom. The "past" here is not necessarily medieval, but it is certainly not modern. Foucault’s works on ancient sexology destroyed the myth of hedonism in the Greek period, and even in his view, these regulations, which emerged in large numbers after the Middle Ages, were destined to urge, examine, analyze and control human body and sex.

Historians who study emotional families generally believe that in the Middle Ages and early modern times, families were cold and loveless. It was not until the 18th century that loving families appeared. The concept of a family without feelings is not in contradiction with the view of excessive emotions in the Middle Ages, because love in an emotional family should be peaceful, restrained and firm. From this point of view, the pre-modern family is at best a social institution for breeding, and at worst it is a theater where violence breaks out. In contrast, modern families are affectionate.

This is the hydraulic principle of emotion: emotion is like liquid all over the human body, fluctuating, bubbling and eager to be released.

Readers are easy to be regarded as vampires, and authors are not satisfied: not only because everyone they meet is a potential prey, they can be absorbed and used in the next novel; It is also because they are committed to living through the descendants of books (not through the living descendants), which may mean that they have never lived completely in a sense.

In any case, it is in this twilight world that readers and authors meet.

Ellison even asserted that "novels can be shaped as a raft of hope"-it "may keep us afloat, let us try our best to pass through obstacles and eddies, and they mark our nation’s hesitant road to or away from democratic ideals."

The most likely thing that will happen between you and a text is that it will save your life, and it will become a part of what makes you live and what you live for.

This is the case with books, which are like and unlike the process of interacting with another person. It feels in a sense like you don’t know what’s next. The text seems to have some independent initiative. Reading is different from sitting around thinking or weaving fantasy stories by yourself.

Readers can even be sadly passive: as a reader, all I can do is browse the text, and I can’t change anything-I can’t impose behavior on it. On the other hand, the text seems to have little ability to act. It can’t respond to me, nor can it look back at me.

But the text can do something even related to survival: it holds me.

Author: Zhang Chuntian

Editor: Jin Jiuchao

Angelababy took her children to the emergency department and looked haggard. After being soft-banned, the venture capital fund company suddenly cancelled.

Angelababy, a 34-year-old, was reported to enjoy the Crazy Horse show performed by Lisa, a member of BLACKPINK, in September this year. It is more suspected that Angelababy was soft banned by the government. Angelababy was recently photographed hugging at midnight. …

The opening is a 5:0, is it a surprise? Is the sting exciting? Russia, the host of the opening match last night, defeated Saudi Arabia, which once again confirmed the saying that "Europe has no weak teams" in the football world.

It’s time for the four-year World Cup carnival. Xiaobian refers to a calculation. Last night, did you put a classic three-piece supper set for yourself under the guise of watching the ball-beer, kebabs and crayfish?

However, after enjoying the feast of food and football, have you noticed China football entering this World Cup? Note that this may be a small word game. Bai Yansong, the host of CCTV, has repeatedly emphasized the details: it is "China Football", not the "China Football Team" that has repeatedly disappointed you.

　Match ball: German design and China manufacture.

In the opening match of this World Cup between Russia and Saudi Arabia last night, the game ball "TV Star" made a perfect appearance in large-scale events. This competition ball is "designed in Germany and made in China" in the standard sense, and it is produced by an enterprise authorized by Adidas in Dongguan, Guangdong, China.

According to Chong Wang, the general manager of this enterprise, they introduced the first automatic production line in China, so that the original 80-person production line now only needs 10 people, and it can produce 1,000 footballs a day. "We use an automated cutting machine to replace the traditional knife die cutting, an automated printer to replace the traditional screen printing, and a manipulator to replace the traditional handling. There will be a QR code on each ball, and the information on the code will tell us the time and address of the ball production." Chong Wang said.

However, it is a pity that although "China Football" has entered the World Cup, the intellectual property rights of the core technology of this "TV Star" full of "black technology" are completely in the hands of the designer Adidas. The related patent APPlication documents of Adidas in China revealed by the net show that in the field of chip technology, "TV Star" has built-in NFC near-field interactive chip. You only need to open any app with NFC identification function, and then bring your mobile phone close to this position to read the latest information about this competition ball; In the field of autumn skin materials, "TV Star" uses the thermal bonding technology of the ball skin, which is durable, waterproof and grit-proof. Coupled with the grooves spliced at right angles, the ball will produce nonlinear motion and drift in the flight process. In the field of design, "TV Star" uses classic black and white colors, dark trapezoidal decoration consists of mosaic patterns, and the text uses gold.

Of course, Xiao Bian wants to say, the most important thing is that all of the above are patent applications submitted by Adidas in China, which has nothing to do with our OEM enterprises in China. It seems that there is still a long way to go for China enterprises to truly realize the change from "Made in China" to "Design in China".

　Derivative goods: Zhejiang enterprises are officially authorized to take orders.

As a standard "fighting nation", the mascot of 2018 fifa world cup is also a Siberian plain wolf named "Zabivaka" with high fighting value. However, to trace the "birthplace" of this little wolf, we have to go to an obscure office building in Xiaoshan District, Hangzhou, Zhejiang, China.

Since July 2013, this enterprise named Hangzhou Fude Brand Management Co., Ltd. has become the first enterprise in China to obtain the official authorization of the World Cup mascot directly from FIFA. This year, Fude Company is exclusively responsible for the pricing, production and sales of Russian World Cup mascots on a global scale (except the host country Russia). At the same time, Fude also won the authorization of nearly 100 kinds of related goods around the event, such as plush toys, mugs, key chains, jerseys and so on.

Of course, compared with the ball used in the competition, it is "familiar" for China enterprises to obtain the production and sales rights of derivative goods related to the World Cup through official authorization. In 2010, the name of the plastic trumpet "Vuvuzela", which was made by Yiwu manufacturers and full of South African ethnic customs, has been resounded all over the world, and it has been continuously sent to South Africa, the venue of the competition, together with national flags, wigs, sunglasses and binoculars. While in 2014 fifa world cup, the derivatives of the new generation refueling artifact "Casilora", the official ball "Samba Glory" and the mascot "Flegu" were mostly produced by authorized manufacturers in China.

For the value of sports IP, the person in charge of Fude Company is deeply touched. "Compared with the traditional foreign trade that made meager profits before, with the help of the World Cup, the stage of Fude Company is now bigger and wider." The person in charge said. In fact, in this World Cup, there are many China enterprises like Fude Company. They bid farewell to the traditional OEM, not only profited from the World Cup, but also successfully opened a window to the world.

Brand sponsorship: marketing on and off the field.

Who is the trump card? If you ask questions before yesterday, Xiaobian, who is only used to wearing sportswear to work, doesn’t know this "Gaodashang" men’s wear brand that can be associated with the World Cup. However, if you pay attention to the live broadcast of last night’s match, you may notice that some staff and spectators’ national flag color matching ties are particularly eye-catching inside and outside the World Cup. This is the 32 ties with World Cup style customized by Dipai (China) Co., Ltd. after getting on the "last bus" and becoming the official regional support partner of 2018 fifa world cup, taking the color matching of flags of 32 countries selected for the final stage of this World Cup as the idea.

In fact, when it comes to the level of sponsorship, Dipai Company is only a "junior" in China enterprises. At present, FIFA divides sponsors into three levels, namely "global partners", "World Cup sponsors" and "World Cup regional support partners". At present, Wanda Group with "One Hundred Million Small Goals" and seven companies including Coca-Cola, Visa, Adidas and Hyundai Motor are FIFA’s "Global Partner" level sponsors. Sponsors at this level can use the FIFA logo for 8 years, and the sponsorship fee is at least $120,000,000-needless to say, it’s seven zeros, and $120 million-which scares Xiaobian into taking a sip of beer.

In addition, Mengniu, VIVO and Hisense from China have joined McDonald’s and Budweiser Beer as "World Cup sponsors", while Yadea Group, which produces electric vehicles, is a "World Cup regional support partner" like Dipai Company. According to FIFA, no matter what level of sponsors, they all benefit from the exclusive and highly recognizable official logo of FIFA. Through various marketing methods, these sponsors successfully associate their products, services and brands with the World Cup. Whether targeting specific consumer groups, taking the opportunity to expand their product lines or implementing each specific market strategy, sponsors will get good transcripts.

This has been reflected in the practice of Hisense Group. According to a person in charge of Hisense Group, the world’s top events are naturally related to the world’s leading consumer electronics brands. If Hisense wants to become a global brand, it must be bound with a cross-cultural and cross-border super brand, which is the world’s top event. Therefore, choosing sports marketing is the strategic path for Hisense’s global brand building. According to statistics, in 2017, Hisense Group’s international marketing achieved sales revenue of 3.9 billion US dollars, a year-on-year increase of 22.3%.

Seeing this, you must agree with the famous sentence of the Bai Yansong male god: "Let’s just say that China didn’t go to the Russian World Cup except the football team." Of course, as a small editor in fake fans, like everyone else, what we most want to see is that one day the national football team can join our "Made in China" and the China football team will rush into the World Cup with China football and become a frequent visitor on the World Cup stage. (Text: Cui Jingsi Image Source Network)