Xinhua News Agency, Changsha, February 17th (Reporter Shi Weiyan) Homesickness! Miss! Urgent! How much you long for a "go home".

Congestion Traffic jam! Blowout! Can you think of encountering a "blocking road that comes as soon as you say it"?

With the coming of Spring Festival travel rush, the number of expressway vehicles in China has increased dramatically. A section of "blocking" roads, either expected or unexpected, has trapped many people who return home for the New Year. The New Year’s Eve is approaching and the "home" is getting closer and closer. Is the highway carrying the hopes of self-drivers smooth or blocked? What is the traffic management department busy with? Can the eager wanderers arrive safely as scheduled?

    High-speed "hot" scenes are staged in many places.

Since February 4th, with the beginning of Spring Festival travel rush in 2015, the problem of "pendulum congestion" on expressways has once again been prominently placed in front of the "great migration" returnees.

According to the forecast of the Ministry of Transport, excluding buses and taxis, the number of passengers sent by Spring Festival travel rush in 2015 will reach 2.807 billion, of which road transport accounts for 2.42 billion, an increase of 2.5% over 2014.

Everything is as expected, and the traffic volume of high-speed vehicles keeps setting a new record. Only one week after the opening of Spring Festival travel rush, the number of road transport passengers in China exceeded 420 million.

On February 14th, just past Valentine’s Day, the hot high-speed traffic was just like a "preview":

In southern China, the Taimei service area of Huihe Expressway in Guangdong Province faces Jiangxi, and a large number of motor vehicles are crowded in the service area and the main highway, resulting in a serious backlog of vehicles;

In the eastern region, Hangzhou-Ruian Expressway is heading for Huangshan, and a large number of vehicles are blocked on the expressway, which has become a parking lot;

In the west, in Kunming, Yunnan Province, the traffic in Kunsong section of Kunqu Expressway is dense, with nearly 3 kilometers of vehicles stranded, making it the first traffic jam out of Kunming Expressway …

Due to the serious congestion problem reported by the masses, the reporter made a special trip to visit the Hunan section of Beijing-Hong Kong-Macao Expressway, the main artery of north-south traffic in China. A remarkable phenomenon is that due to the huge traffic flow from Guangdong to the north, the traffic congestion can reach several kilometers to dozens of kilometers in a short period of time due to minor accidents such as car scraping or fewer lanes at toll stations.

Due to road congestion, many returnees are forced to rest on the highway and feel bored. A driver who returned to his hometown in Henan from Foshan, Guangdong Province told reporters that the road was blocked for half a day, and it was possible to meet the next traffic jam point within a few tens of kilometers. The old and the young were stuck in the car, and the children were hungry and crying.

The expressway service area is also difficult to cope with because of the huge traffic volume. Every service area along the Beijing-Hong Kong-Macao Expressway northward is full of people, and the following vehicles can only queue up on the expressway because they can’t enter, further aggravating the congestion.

    When people are on the road, caring becomes the most beautiful scenery.

Fortunately, in the "blocking road" that may come at any time, there is a joy that comes at any time.

The reporter found that local traffic management departments have urgently adopted various measures to alleviate congestion, such as increasing toll collection equipment at toll stations, channelizing toll plazas, increasing obstacle clearing and charging equipment, and forcing vehicle diversion, and achieved certain results.

At the Yuebei Toll Station of the Beijing-Hong Kong-Macao Expressway in northern Guangdong, the reporter saw that there was only one toll window in each lane, and now two toll points have been added in the cold open air. In order to speed up the toll collection, people who were originally engaged in administrative work have all worked hard at the first toll collection site.

Huang Cao ‘ai, a toll collector, told the reporter that the toll collectors implement the "three shifts a day". In order to reduce the number of times they go to the toilet, they try to fill the water only once or twice when they are on duty. "Girl, your hands are too cold!" A passing driver accidentally touched Xiao Huang’s hand when receiving his change, and could not help but say with emotion.

Peng Jianhui, captain of the Dajing Road Administration Squadron of Yueyang Expressway, said that the road officials who divert traffic are under great pressure. Since Spring Festival travel rush, they have not rested for many nights, and what they are most afraid of is the traffic jam at night. At about 11 o’clock on the evening of February 8, the Dajing section was blocked. Although the road administration had dredged the traffic and called in two directions to remind the vehicles to resume traffic, the long-distance truck drivers had simply fallen asleep, and when the road administration personnel walked several kilometers to wake up the drivers, it was already early in the morning.

Many touching stories have also been staged in the embarrassment of "people on the road".

At 11 o’clock on the evening of February 12, Li Yangping and his wife, who were going home for the New Year from Guangdong, and Li Yangping’s sister and his party drove into Huaihua service area of Jihuai Expressway in Hunan. His wife felt a pain in her stomach and wanted to go to the toilet, so her sister accompanied her to the toilet. "I just made a bowl of instant noodles in the service area, and I got a call from my sister saying that my wife gave birth to the child in the toilet. I had to ask the staff in the service area for help. " Li Yangping said.

"After receiving Li Yangping’s help, on the one hand, we dialed 120, and on the other hand, we quickly arranged for two female workers to enter the toilet." Mr. Sheng, manager of Huaihua service area, said that after the staff provided the necessary help, they immediately began to clear the emergency passage to prepare for the ambulance to enter the service area quickly. About 10 minutes, the ambulance arrived at the service area, and both adults and children were rushed to the hospital at 120. Then, the staff in the service area made great efforts to help them buy train tickets back to Sichuan. Li Yangping said with emotion that after the way home in Hunan during the Spring Festival this year, it was full of love.

    Traffic "Big Data" Helps Home Road

Different from previous years, the fashionable "big data" is becoming a "treasure" to ease Spring Festival travel rush’s journey.

In order to scientifically guide the traffic flow, traffic management departments all over the country have quoted "traffic big data" and recommended driving routes with data and graphics. On February 14th, the Guangzhou Municipal Commission of Communications issued the Spring Festival self-driving travel guidelines. It is predicted that according to the characteristics of previous Spring Festival travel, the 16th and 17th are the travel peaks, and the 23rd and 24th are the return peaks. There may be congestion in Beihuan Expressway, Guangzhou-Shenzhen Expressway, Guangqing Expressway, Beijing-Zhuhai Expressway, Nansha Port Expressway and Airport Expressway. It is recommended that the owner bypass and travel at the wrong peak.

Xiang Yu, the person in charge of the "Nandamen" Xiaotang Toll Station in Hunan section of Beijing-Hong Kong-Macao Expressway, predicted that the station will face great challenges after the holiday, and it is predicted that there will be "explosive growth", and the peak will be reached from the seventh day to the ninth day after the holiday, and the daily traffic volume is likely to exceed 50,000.

The insiders suggest that the transportation coordination and linkage mechanism between regions, especially across provinces, should be further improved on the basis of increasing investment in hardware facilities. In addition, increase the informatization of traffic flow guidance, set up electronic traffic flow display screens at key nodes of expressway, and scientifically and immediately guide vehicles to divert to smooth sections.

The road administration department has "three suggestions" for drivers stuck in high speed:

First of all, sudden deceleration or parking is the most dangerous, so you should always keep it in mind. When you need to stop or drive slowly in a high-speed traffic jam, you should turn on the double flashing lights to prompt you to come back.

Secondly, don’t turn off the fire and listen to music for a long time when there is traffic jam on the highway for a long time. Otherwise, the battery may run out of power and cannot be started.

Thirdly, don’t take the emergency lane at any time. Emergency lane is an emergency "life passage", which is a special passage for fire rescue, medical rescue and police to perform emergency tasks. If it is occupied, rescue vehicles will probably miss the rescue opportunity after the accident, which will further lead to congestion.

At the end of the year and the beginning of the year, a "Time Video Store" bearing precious historical memories of half a century ago logged into Beijing Chaoyang Joy City, and exhibited more than 400 public images before 1969, including movies, documentaries, animations and precious historical materials. This feast of visual culture with feelings and public welfare not only attracted many young artists to punch cards, but also successfully triggered hundreds of millions of exposures and shared discussions with more than 40,000 users in Weibo, and successfully screened the screen again.

The "Time Video Store" can be called a boutique offline experience activity and the spread of online content with strong social interaction, making it the first hot spot of communication in 2019, and it can’t help but remind people of various marketing measures that Netease had previously detonated the social circle. And "Time Video Store" is really Netease’s latest masterpiece, which was jointly initiated by Netease’s "Public Image Collection Plan" and the LIVE plan. This time, Netease News, as an emerging image field with attitude, broke the shackles of time and brought a revival trend of cultural copyright.

　

Boutique content, another way, Netease feelings, creating public images

Public images refer to images that enter the "public copyright field", and they can be viewed for free and spread freely. Since China joined the Berne Convention in 1992, all the literary and artistic works produced by the parties to the Berne Convention 50 years ago (that is, before 1969) have theoretically entered the public domain in China.

The public version of the image records humanity, knowledge and value, which is a real cross section of human beings from a virtual perspective and a gift from time. However, due to their age, they are scattered everywhere like pearls and are easily lost. Netease News launched the "Public Image Collection Plan" in 2018 to break the shackles of time. Through multi-dimensional cataloging of more than 400,000 images before 1969, public images can circulate freely and good things will no longer be buried.

As of January 6, 2019, Netease News "Public Image Collection Plan" has collected more than 400 public images, including movies, animations, documentaries and precious historical materials, and integrated them in many dimensions, such as entry cataloging, professional interpretation, online viewing and references.

　

With the intensification of copyright wars among video platforms and film and television production companies, at present, copyright is monopolized as more ammunition to attract and gather traffic, and new content barriers are established. People are eager for diversified high-quality content, but the cost of obtaining it is getting higher and higher. In such a big environment, high-quality public images, which belong to all people’s cultural welfare, are undoubtedly showing more profound value.

As an emerging image field with attitude, Netease News initiated the "Public Edition Image Collection Plan", which pioneered the construction of a public welfare content brand created by the whole people in the current video industry pattern dominated by commercial film and television. On the one hand, the initiative pays attention to the protection and popularization of public images, and truly pays tribute to innovation; On the other hand, the collection and cataloging of video materials are jointly completed by experts, practitioners and enthusiasts in related fields of Netease News, and the convergence of multiple forces has realized the real social crowdsourcing creation.

Offline experiential scene to create online detonation social sharing communication

As the leader of content consumption upgrade, Netease News pays attention to innovative communication and promotion methods while creating fine content, bringing more attractive experiences to users. As an important experience and promotion position of "Public Edition Image Collection Plan", the "Time Image Store" co-sponsored with LIVE Project is presented offline as a retro image store around the classic public edition image content.

　

The "opening" of "Time Video Store" has continued the steady play of Netease News in communication. With a combination of high-quality creative content and high-level communication, it has handed over another high-scoring answer sheet for Internet brands to break the offline marketing dilemma.

The six areas of the "Time Video Store" include the VCD exhibition area where more than 400 public movies are displayed, the time magic box that recreates the scene a hundred years ago, the traceability area of Emoji expression public images, the historical gossip wall, the public movie screening hall, and the interactive photo area. Let the public deeply understand the concept and significance of the public version of the image, and at the same time, they can personally participate in it and feel the charm of this time gift.

　

At the same time that Time Video Store is in full swing, Netease News launched the topic of # Time Video Store # Weibo online, and shared the real scene of Time Video Store and the wonderful contents of many public images, so as to expect more netizens to pay attention to public movies and actively participate in the construction of "Public Image Collection Plan" while understanding and experiencing "Time Video Store". The "Predicting Your 2019" activity, which was carried out by the public movie lines as "signing words", also received the forwarding and participation of many netizens.

In addition, artists including Chen Kun, Sir Movie, Douban Story, Leisure Lu, etc. all recommended "Time Video Store" to the public in Weibo, and supported Netease News "Public Edition Image Collection Plan" from a distance.

Innovative and topical "attitude" brand is full of tension.

All along, Netease News has built many innovative and topical communication projects around high-quality content, which has made the brand proposition of "attitude" deeply rooted in people’s hearts. From Netease’s news attitude hot day that "a thermos cup causes a middle-aged crisis", to the funeral tea IP that "dried up this cup", and now to the "public version image collection plan" that "unsealed a hundred years of memory". Netease News not only shows its ability to create high-quality boutique content, but also highlights its profound insight into popular culture and content consumption trends.

　

With the advent of the great copyright wave, commercial platforms have set up copyright barriers one after another. However, Netease News has found a new way to integrate the public copyright content in multiple dimensions, satisfying the public’s thirst for high-quality content, and showing the brand’s unique feelings and social responsibility.

The "public version image collection plan" will not only be presented as a case of explosive dissemination, but will continue to grow into a long-term plan with "attitude" and "strength". Netease News aims to build this project into a century-old collection plan, continuously meet the public’s demand for quality content, and arouse the public’s attention to this field through all-round promotion.

As the first advocate, value assembler and disseminator of the concept of "public image" in China, Netease News will continue to create high-quality products and become the home for users to obtain high-quality content, thus stimulating their ideological expression.

Today, the Office of the Joint Conference on Promoting the Classification and Reduction of Domestic Waste in Shanghai and the Hongkou District People’s Government of Shanghai jointly held the theme activity of promoting the classification of domestic waste in Shanghai. Shanghai Eco-cultural Association, catering and cooking industry association, express delivery industry association and city appearance and environmental sanitation industry association jointly launched the "green and low-carbon life participation" initiative.

According to the introduction of the Municipal Bureau of Greening and City Appearance, this activity also announced the publicity and education base and experience route of garbage classification, launched the special action of "100 million" to continuously optimize the voluntary service of garbage classification in Shanghai, and released the public welfare propaganda film of garbage classification (wonderful video, please slide to the end of the article to watch). See ↓

Over the past year, the compliance rate of domestic waste classification in Shanghai’s communities and units has remained stable at over 95%, and citizens’ satisfaction with waste classification has reached 96.5% (the results of about 150,000 people’s evaluation surveys conducted by relevant media);

The classified amount of wet garbage accounts for 35% of the total dry and wet garbage (the classified amount of recyclable materials is 7,698 tons/day, the classified amount of harmful waste is 2 tons/day, the classified amount of wet garbage is 9,443 tons/day, and the cleared amount of dry garbage is 17,264 tons/day), and the recycling rate of domestic garbage reaches 43%.

The total capacity of domestic waste incineration and wet waste resource treatment exceeds 36,000 tons/day, and the primary domestic waste keeps zero landfill.

How are these figures actually realized?

Is the community delivery point "old and inconvenient"? They do this …

Before and after the implementation of "Regulations on the Management of Domestic Waste in Shanghai" in 2019, the drop points and garbage houses in Shanghai communities have undergone a round of renovation to meet the requirements of garbage classification. Since last year, many citizens have found that the drop-in points and garbage houses in their own communities have been upgraded again. Not only have they installed hand-washing basins, automatic deodorizers and induction doors to make it easier to throw garbage, but they have also made three-dimensional greening on the walls and roofs or solar photovoltaic panels to make the garbage houses more "eye-catching".

Since the implementation of "Work Plan for Continuously Optimizing the Whole-process Domestic Waste Classification System in Shanghai" last year, Shanghai has comprehensively promoted the transformation and upgrading of domestic waste distribution points, and a number of excellent residential areas with excellent hardware, pleasant environment and distinctive characteristics have emerged.

Ruihong Phase II Residential Area of Jiaxing Road Street in Hongkou District explores the deep integration of human settlements and green and low carbon. On the basis of realizing the "Five Refinements" standard of boutique residential areas, it adds environmentally-friendly designs such as parent-child hand washing tables and vertical greening, so that "garbage sorting" can be close, ornamental and temperature-sensitive. The "Shanghai Community" in Jiangpu Road Street, Yangpu District adheres to the concept of co-governance and sharing, and extensively solicits opinions from residents’ committees and property parties. "People’s livelihood" follows the "people’s voice". Through the construction of boutique communities, residents’ trading experience is improved, the public environment of communities is beautified, and the difficulties in garbage decoration are solved.

This year, the city will continue to build more than 300 boutique communities and promote the special update of more than 3,000 classified delivery points, so that the optimization and upgrading results will benefit a wider range.

Express packaging, waste clothes "more and more"? They do this …

With the continuous improvement of residents’ living standards, more and more people enjoy the convenience brought by express delivery and take-away, but at the same time, many citizens also find that there are more and more recyclable items such as paper express boxes and plastic fillers that are "a pity to abandon and never be used again".

Recently, a WeChat applet named "Hushang Recycling" provided a channel for the recycling of these recyclables. After a simple authorization registration, citizens can inquire about the information of the surrounding recycling service points, the arrangement of recycling activity days, flexibly choose the appropriate time to trade, or place orders directly through small programs in areas that support reserved recycling.

In December 2023, this small program was piloted in some streets and towns in Changning District. At present, it has gradually expanded to cover 16 districts in the city, and the overall promotion and use is good. Based on the five-level working mechanism of "district-street-district main enterprise-neighborhood committee-volunteer", Changning District actively mobilized garbage sorting volunteers, launched the promotion of "Hushang Recycling" WeChat applet at home, and gradually formed a normalized publicity channel for the theme day of "Hushang Recycling" to take root in the community and serve residents.

In April this year, Changning District held 79 recycling days, and the number of orders placed by residents reached 22,384. Relying on the municipal public service platform for recycling materials, the applet integrates the service resources of recycling enterprises in various districts, aiming at providing citizens with more flexible, convenient and better recycling services.

In addition to this channel, last year, the city also built 32 demonstration recyclable transfer stations with one district and one product, which provided comprehensive recycling services for the benefit of the people. The recycling transfer station in Quyang Road Street revolves around the concept of 15-minute community life circle for convenience, and sets up 24-hour intelligent recycling equipment along the street, organically combining all-weather recycling for the benefit of the people, green and low-carbon science popularization, recycling sorting and packaging, and creating a new fashion position.

On the basis of last year’s pilot project, this year Shanghai has defined the construction standards of Huimin recycling service points, and it is estimated that 300 will be built by the end of the year. At that time, not only the residents of the community, but also the surrounding merchants can also trade and sell recyclables at these Huimin recycling service points.

Fine classification of recyclables "no conditions? What’s the use? " They do this …

Recently, Jing ‘an Greening and City Appearance Bureau and Office Administration Bureau issued an initiative of "striving to be a practitioner, advocate and supervisor of fine classification of recyclable materials" to government officials in Jing ‘an.

The recyclable containers in the centralized office of Jing ‘an District are specially customized with the theme of "bottle gathering+paper collection", which are finely classified according to cans, glass bottles, plastic bottles and waste paper sheets, and are made of acrylic transparent panel materials, so that people can see the effect of fine classification at a glance.

Fine classification and resource utilization are closely related. The former promotes waste reduction, while the latter realizes resource increase. With the continuous deepening of waste classification in Shanghai, many citizens call for learning from cities with better waste classification and dividing recyclables more finely. In recent years, Shanghai has also continued to promote the pilot project of fine sorting of recyclable materials. In addition to government offices, parks, public squares, municipal roads, shopping malls, etc., there are also various types of specially designed fine sorting containers for recyclable materials.

In the follow-up, Shanghai will also build a model area for fine classification of domestic waste in important public places such as the First Memorial Hall of the Communist Party of China and Jing ‘an Temple business district, showing the new fashion face of waste classification. At the same time, Shanghai continues to explore the utilization of resources. In the construction of the garbage sorting theme park in Putuo District, recycled products such as recycled plates and recycled glass products made in tetra pak were used to create the park landscape.

This year, Shanghai will also make great efforts in deep resource utilization, and carry out pilot recycling of disposable lunch boxes, tetra pak and other special resources in Jing ‘an and Xuhui, and carry out pilot construction of fly ash washing line project in Laogang eco-environmental protection base to achieve new breakthroughs in resource utilization.

In order to further reflect the good results achieved by the municipal domestic waste classification work in the past year, the office of the joint meeting of the municipal domestic waste classification and reduction promotion work produced a public welfare propaganda film, which invited actor Hugh to appear and issued a green and low-carbon environmental protection initiative.

Video duration: 30 seconds

The public welfare propaganda film depicts every walk of life in Shanghai actively practicing garbage sorting, further guiding the general public to devote themselves to garbage sorting with greater enthusiasm, and continuously contributing to the improvement of social civilization.

Data: Municipal Bureau of Greening and Appearance.

Original title: "Shanghai will promote the special update of more than 3,000 domestic waste sorting points this year and build 300 Huimin recycling service points! 》

Read the original text

(Image from left: Xiong Liang, Zhang Weina, Wang Hao)

We songwriters rooted in Guangdong can be closer to life, feel life, write more songs that can praise our Guangdong and our new life, be close to the people and make our own contribution to the prosperity and development of original music in Guangdong.

-Wang Hao

Interview video

The creative team accepted a joint interview with Yangcheng Evening News and Guangdong Radio and Television Station’s Sound of Music, with host Zhang Weina (anchor of Sound of Music).

Interview content

Moderator: Who said that pop music works can only be easy to understand and can’t be tall? Perhaps this is what people thought of pop music in the past, and one of the 40 works that won the prize at the end of this song-soliciting activity is called "Stay for You".

Moderator: It makes this popular song equally special through the arrangement of teacher Xiong Liang, and the songwriter of this work, teacher Wang Hao. I am very happy to have two teachers here today, and welcome them to our site.

Moderator: Mr. Wang Hao, our song stood out from 635 works and finally entered the top 40. What do you think is the highlight of this song?

Wang Hao: Actually, the highlight should be what the judges and teachers said, so I’ll just talk about my creative feelings about this song. Because this song was specially written for this solicitation activity, I first wrote about our Guangdong, and then I wrote about the spirit and beauty of Guangdong.

Wang Hao: Then, for the construction of Guangdong, many foreigners from all over the country came to Guangdong to struggle, worked hard for this land, and then stayed here to settle down. So I also wrote my own personal experience, and I feel grounded.

Moderator: It’s a relatively real and life-oriented work.

Wang Hao: Right, right, just writing about my own experience.

Compere: Do you have a special fate with Guangdong?

Wang Hao: Yes, I came to Guangdong in 1993 when I was 18 years old. It has been 25 years. I spent most of my time in Guangdong for 25 years and in my hometown for 18 years, so Guangdong is my second hometown, and I spend more time than in my hometown.

Compere: That’s right. Can you share with us the development of your artistic career since you came to Guangdong?

Wang Hao: After I came to Guangdong, I started doing other jobs, such as sales and business. Then I liked playing guitar very much when I was at school. After I arrived, I met some music lovers, all of whom were in bands. Some played drums, bass and keyboard, so I formed a band with them.

Wang Hao: So we can communicate and learn with them slowly, and then we will embark on the road of band performance. I became a monk halfway, and I didn’t study this major.

Moderator: So you mainly play at the beginning of the band?

Wang Hao: At the earliest, I started playing in bands in 1997, that is, I have been performing in bars.

Moderator: Then this experience has laid a certain foundation for your future music creation.

Wang Hao: Right, right, because I have accumulated a lot of music knowledge by accompanying many singers, so I feel a lot of material and inspiration when I want to write songs in the future.

Moderator: That’s right. What do you think is the biggest impact and gain for you personally when you participate in our song-soliciting activities this time?

Wang Hao: I seldom write songs under this theme. It should be said that I usually write love songs and those pop songs.

Wang Hao: This is the first time I tried to write such a song praising Guangdong. I am also very proud and happy, because our Music Association hosted this activity, and I am also a member of the Music Association. When I heard the news, I thought I must attend.

Compere: We must create such a good work.

Wang Hao: Right, right, right. Actually, I had this idea a long time ago, but I never did it. So I can harvest a song that I am satisfied with this time.

Wang Hao: Then another advantage of this activity is that it is very fortunate and very happy to be able to produce this song, find a very good professional singer, and invite Xiong Liang, an excellent music producer in Guangdong Province, to arrange the music.

Moderator: Then, as a younger generation of music creators, what expectations do you have for the future development of our original music in Guangdong?

Wang Hao: What I want to say is that we songwriters rooted in Guangdong can be closer to life, feel life, write more songs that can praise our Guangdong and our new life, be close to the people and make our own contribution to the prosperity and development of original music in Guangdong.

Moderator: It is also a very proud thing.

Wang Hao: Yes.

Moderator: Hello, Mr. Xiong Liang.

Xiong Liang: Hello again.

Compere: It seems that among these 40 works, you have a lot of them. How many works are there?

Xiong Liang: I participated in four songs.

Compere: That means two songs have seen you before. Is this the third song?

Xiong Liang: Yes.

Moderator: There will be another song in the future, right?

Xiong Liang: I should say that I am very grateful to the Provincial Music Association for trusting me, so I am also very happy to assign this task. Of course, I hope that the composers will be satisfied with my arrangement, and I am also very happy.

Moderator: Just now, Mr. Wang said that he was very satisfied with your arrangement.

Xiong Liang: Thank you.

Moderator: So the arrangement method this time is different from the two songs we interviewed before, right?

Xiong Liang: It’s not quite the same, because the last song should be Happy Years, which is a folk song, so relatively speaking, I used the traditional orchestral music and national percussion music, which is a folk song singing method.

Xiong Liang: Then, as soon as I got this song by Teacher Wang, I personally hummed the melody, including making it. I just made it as a love song, because I think that love songs are not only love, but also the love for Guangdong in this song written by Teacher Wang, so I just did it in this way.

Xiong Liang: I just said that because I think pop songs should be more integrated with modern pop elements, I might add some pop elements that young people like relatively.

Xiong Liang: For example, if I add some British rock or Pop styles to it, the pop music network must keep up with this era, and try to blend together as much as possible, so that everyone can feel that this is quite new.

Wang Hao: By the way, what Mr. Xiong Liang said just now was very good, because I thought at the beginning that although it was a theme song, I just wanted to write it as a love song.

Wang Hao: Because we know that love songs have the largest audience. That is to say, if others see this song title, the first thing that comes to mind may not be a song with the main theme, and it may be accepted by more people. So I imagined Guangdong as my own mother, and wrote this emotion in it.

Moderator: Yes, love songs don’t necessarily refer to love, but can be friendship and affection, and love is always the main theme of our music creation, so close to this main theme will lead to the birth of good works.

Wang Hao: Yes.

Moderator: As an outstanding musician representative of the younger generation, Mr. Xiong Liang, what experience do you have to share with you on the road of our original music?

Xiong Liang: Actually, personally, I don’t think there is any shortcut to making music. The first is to make music in a down-to-earth way, and the second is to make music with your own true feelings, because I always think that your work will definitely not be very good, whether it is creation or music, if you don’t love it from your heart or show your true feelings.

Xiong Liang: So this is what I always insist on, making music in a down-to-earth manner.

Moderator: Today, I am very grateful to the two teachers for coming to our program and sharing some stories behind your creation with us. Thank you.

Main creation introduction

[Lyrics] [Composition]

Wang Hao, a young lyricist and composer, is a member of Guangdong Musicians Association.

[arrangement]

Xiong Liang, a music producer, was a young composer of Guangzhou Warrior Art Troupe, a director of Guangdong Musicians Association, one of the top ten young artists recommended by famous Guangdong musicians, and an outstanding musician in Guangdong Province.

[Singing]

Vivi is a national second-class actor, a young singer in Guangdong Song and Dance Theatre, a member of China Musicians Association, a member of Guangdong Musicians Association and an outstanding musician in Guangdong Province.

Interview photos

Down-to-earth musician Xiong Liang　

The lyrics and songs are all from Wang Hao, which is close to the lives of ordinary people.　

Music score and lyrics

　

Stay for you

Lyrics: Wang Hao

Composer: Wang Hao

Arranged by Xiong Liang

Singing: Yi Wei

The blooming color of red cotton

It’s an affectionate confession

The story brought by spring

Is the most beautiful expectation

I have climbed your mountain.

Cross your sea

How much wind and rain have you crossed?

True feelings do not change

The glory of Lingnan

Is a gesture of tolerance.

The surge of the Pearl River

It’s the first beat

I listen to your heart.

Attachment to your love

The pace is so light.

at liberty

Stay for you

Irrigation of dreams

Song in struggle

Sounds like nature.

Stay for you

Let happiness bloom

Years of wine

Drunk, my heart

# 0 Concert Hall, Chinese original music will start again! #

Guangdong province musician association original music space

Guangdong national music creative industrial base

2-24 Yangcheng Creative Industry Park, No.309 Huangpu Avenue Central, Tianhe District, Guangzhou

Long press, identify the QR code, and pay attention.

Photo shoot: Que Daohua, Liu Meisi

Video shooting: Xie Yiyun

Video clips: Xie Yiyun, Wang Zhongxian

Issuing unit

Central Radio and Television Headquarters (Financial Program Center)

support unit

The State Council SASAC

All-China Federation of Industry and Commerce

Institute of Economics of Chinese Academy of Social Sciences

china enterprise reform and development society

Academic support

Responsibility cloud research institute

June 13th, 2023

introduction

　　"Environmental, Social and Governance" (ESG) is an enterprise management concept and investment concept put forward by the United Nations in 2004, which emphasizes the coordinated development of economy, environment and society and gives full play to the power of capital to solve social and environmental problems. In the past two decades, ESG concept has been widely practiced and promoted by governments and market players around the world, and has become one of the mainstream investment concepts and practical strategies in developed countries and emerging market countries. According to the prediction of relevant institutions, by 2025, the global ESG assets will reach 53 trillion US dollars, accounting for 1/3 of the global asset management scale. With the deepening of the global consensus on sustainable development, the requirements of society for enterprises in green development, energy conservation and emission reduction, social responsibility, honest management and compliance management are becoming more and more strict. Promoting ESG practice has become an inevitable choice for enterprises in the new era, which will help enterprises to form differentiated competitive advantages and help the world to make positive changes.

　　As the second largest economy in the world, China has been promoting the practice of ESG with a positive attitude in recent years. Since the 19th National Congress of the Communist Party of China, China has attached great importance to the modernization of harmonious coexistence between man and nature, and firmly promoted green and low-carbon development. The 20th National Congress of the Communist Party of China put forward the great goal of building a socialist modern country in an all-round way and comprehensively promoting the great rejuvenation of the Chinese nation with Chinese modernization. At present, China is in a critical period of building a socialist modern country in an all-round way and realizing the great rejuvenation of the Chinese nation. Based on the new development stage, implementing the new development concept, building a new development pattern and promoting high-quality development are the tasks that must be grasped at present and in the future. The value core of economic prosperity, environmental sustainability and social equity advocated by ESG is highly compatible with China’s important strategic goals such as high-quality development, common prosperity and "double carbon". These important strategic objectives have explored the road, pointed out the key points and deepened the content for the practice of ESG concept in China, and provided a grand stage for the development of ESG in China. Whether the "double carbon" goal focuses on the environment, rural revitalization emphasizes social equity, or common prosperity pays comprehensive attention to economy and society, it provides rich connotations and broad space for ESG’s practice in China. It is imperative to build an ESG system with China characteristics, improve China’s influence and voice in the global ESG system, and make a clear direction for the future development of ESG.

　　In order to thoroughly implement the spirit of the 20th Congress of the Communist Party of China, practice the responsibility of mainstream media, promote the construction of ESG system with China characteristics, and enhance China’s influence in the global ESG field, the Central Radio and Television General Station, together with the State-owned Assets Supervision and Administration Commission of the State Council, the All-China Federation of Industry and Commerce, the Institute of Economics of the Chinese Academy of Social Sciences, and the China Enterprise Reform and Development Research Association, launched the "China ESG (Corporate Social Responsibility) Release" and the model ceremony project in 2023. By establishing an ESG evaluation system that is in line with international standards and national conditions, we will comprehensively evaluate the listed companies in China that have great influence on China A-shares and Hong Kong stocks, publish thematic reports of different dimensions one after another, summarize and publicize the excellent practices of ESG, and hold the annual ceremony of "China ESG Model" at the end of the year, in a matrix form throughout the year, to convey the voice of responsibility and spread the value contribution, guide China enterprises to improve the ESG construction level with the power of example, and provide assistance for the high-quality economic and social development of China. Through this project, we are committed to leading more China enterprises to the road of high-quality sustainable development, taking ESG as the inevitable requirement of the new era, and pushing the society towards a future of harmonious coexistence and long-term common prosperity between man and nature.

　　We can see that under the guidance of the national strategy, China enterprises have started a new era of actively responding to the ESG concept and comprehensively improving their ESG level. "China ESG (Corporate Social Responsibility) Release: Annual ESG Action Report" is the first achievement in the year. It is found that the overall level of ESG development of large companies in China and the proportion of outstanding enterprises are comparable to those of large enterprises in the world, and the leading enterprises in various industries lead the sustainable development. At the same time, more and more enterprises attach importance to ESG. Many enterprises gradually establish an ESG management system, integrate ESG management requirements into business management, issue ESG reports in time, actively respond to national strategies, ensure information security, promote scientific and technological innovation, implement the "double carbon" goal, participate in charity, protect employees’ rights and interests, and help sustainable management and value creation with a heavy sense of responsibility. It can be predicted that practicing ESG concept and promoting sustainable development will become the "proposition of the times" and "value consensus" of China enterprises. Under the wave of ESG, China’s ESG regulatory policy has been gradually improved, ESG rating has been continuously optimized, ESG investment has continued to grow, and China’s ESG system construction has made positive progress. China enterprises will certainly be able to move forward bravely in the process of promoting Chinese modernization, providing strong support and guarantee for serving people’s better life and helping high-quality and sustainable economic and social development.

technical proposal

　　The research path is as follows: based on the theory of sustainable development, economic externality and stakeholder theory, construct the "trinity" ESG evaluation model of environment, society and governance; Seriously study the Party’s Report to the 20th CPC National Congress spirit, study domestic and international standards and guidelines, benchmark the mainstream ESG rating system at home and abroad, and build an ESG evaluation index system that is in line with international standards and national conditions; Collect enterprise ESG information based on open channels, conduct content analysis and quantitative analysis, calculate ESG index score, select "Pioneer 100" enterprises of ESG listed companies in China (hereinafter referred to as "Pioneer 100" enterprises) with perfect ESG governance, strong practice and remarkable results, and complete "China ESG (Corporate Social Responsibility) Release: Annual ESG Action Report" (see Figure 1).

　　I. Theoretical model

　　Theory of sustainable development: The production and operation of enterprises should pay attention to environmental and social influences, and pursue development that not only meets the needs of contemporary people, but also does not harm the ability of future generations to meet their needs.

　　Economic externality theory: negative externalities will make enterprises face policy risks, while positive externalities will enhance enterprise value and bring reputation assets to enterprises. Enterprises adhering to the ESG concept will reduce their negative externalities, increase their positive externalities, reduce the risk of losses and enhance the value of enterprises.

　　Stakeholder theory: Stakeholders are all individuals and groups that can affect the realization of an organization’s goals or are affected by the process of an organization’s realization of its goals. The interest expectation, interest conflict, interest balance and relative power of various stakeholders in an enterprise will affect the sustainable operation and value creation of the enterprise.

　　Based on this, when we build an ESG evaluation model, we break the conventional thinking that the existing mainstream ESG rating system focuses on ESG risk management (that is, the negative externalities of enterprises), and take into account the positive value and contribution of enterprise management and development to the social environment (that is, the positive externalities of enterprises), and innovatively build an ESG evaluation model that includes three dimensions of "environment, society and governance" and takes into account both risk management and social value contribution (see Figure 3).

　　Second, the index system

　　Under the guidance of the Party’s Report to the 20th CPC National Congress, the Outline of the 14th Five-Year Plan and the Government Work Report in 2023, we have thoroughly benchmarked 13 domestic and foreign ESG standards such as GRI Standards (2021 Edition) organized by Global Reporting Initiative, Guidelines on Environmental, Social and Governance Reports of the Hong Kong Stock Exchange, and morgan stanley capital international (MSCI), S&P Global, China Securities and China Securities. According to the principle of connecting with the international and applying to the local, the ESG evaluation topic is set, and the general index system and the sub-industry index system are refined. Based on this, a general index system including 3 first-level indicators, 19 second-level indicators and 127 third-level indicators is constructed. Among them, 63.78% of the indicators are in line with international standards, 92.13% are in line with relevant domestic standards, and 25.20% are social value indicators with local characteristics. The response to China’s characteristics is mainly reflected in the construction of modern industrial system, new industrialization, rural revitalization, coordinated regional development, "Belt and Road", innovation-driven, employment promotion, public crisis response, information security and public services.

　　At the same time, considering the great differences in the importance of ESG risk issues in different industries, in order to ensure the scientificity of evaluation, the ESG index system of different industries is constructed according to the characteristics of national economy industry classification (GB/T 4754-2017).

　　Third, the evaluation sample

　　Taking more than 6,400 China listed companies with A shares and Hong Kong stocks as the sample pool as of April 30, 2023, we selected the top 30% companies in terms of market value and published ESG reports on April 30, and comprehensively screened them according to the influence of listed companies, ESG activity and other factors, and finally selected 855 listed companies as the evaluation targets.

　　IV. Sources of information

　　The sources of information mainly include the public information of enterprises in the current year and the third-party information.

　　1. Enterprise public information

　　Including annual ESG report, annual social responsibility report, annual sustainable development report, annual special report (including environmental report, public welfare report, rural revitalization report, overseas report, etc.) and annual report of enterprises.

　　2. Third party information

　　Including official websites such as State Administration of Market Supervision, Ministry of Ecology and Environment, China Securities Regulatory Commission, Shanghai Stock Exchange, Shenzhen Stock Exchange, Beijing Stock Exchange, National Enterprise Credit Information Publicity System, Credit China, and professional databases such as Wind and Dibo.

　　V. Exponential Synthesis

　　1. Weight setting

　　According to the differences of different industries’ impacts on the social environment, taking into account the international general principles and the local actual situation, the weights of the first, second and third level indicators of each industry are set.

　　2. Index scoring

　　Classify qualitative indicators and quantitative indicators, and assign points by judging whether there is or not, comparing and scoring relative values in the industry, etc.

　　3. Negative deduction

　　Consult experts’ opinions, judge the negative events of enterprises during the evaluation period, deduct points or "veto by one vote", and adjust the evaluation results.

　　VI. Grading

　　In order to intuitively reflect the ESG level of enterprises, the ESG index is divided into eight levels, namely, five-star excellent level, five-star, four-and-a-half-star level, four-star level, three-star level, two-star level and one-star level. See Table 1 for the corresponding star level and ESG development level of various enterprises.

"Pioneer 100 China ESG Listed Companies" Enterprise

　　Through analysis, 100 listed companies such as China Mobile, China Resources Power, China Petrochemical, baoshan iron & steel, Fosun International, Yili, China Ping An, Geely Automobile, Mengniu Dairy and Mindray Medical were selected as "Pioneer 100 of ESG Listed Companies in China".

Main findings of ESG action of China enterprises

　　1.855 outstanding listed companies in China have the same ESG development level as the whole world, with 35% at the leading level.

　　Taking China listed companies with A shares and Hong Kong stocks as the sample pool as of April 30, 2023, 855 listed companies were selected as the evaluation objects according to the market value scale, report release, influence and ESG activity of listed companies, and ESG comprehensive evaluation was conducted. The analysis found that about 35% of the 855 enterprises have reached the leading level (MSCI global is 28.5%). 48% is in the middle level, and there is still room for improvement (MSCI global is 53%); Another 17% is at a backward level (MSCI is also 17% globally). To sum up, the development level of ESG of listed companies in China is comparable to that of global enterprises.

　　2. "Pioneer 100" enterprises lead the sustainable development, with an average ESG index of 75.8 points.

　　The average score of ESG index of "Pioneer 100" enterprises is as high as 75.8 points, which is at the leading level as a whole and leads the sustainable development of listed companies in China in an all-round way. Among them, two companies are at the level of five-star class, which is the model of ESG development of listed companies; 16 companies are at the five-star level, and they are outstanding in ESG development of listed companies; 77 companies are at the level of four-star and half-star, which is the leader of ESG development of listed companies; Five companies are at the four-star level and have excellent ESG overall performance. At present, ESG has entered a period of accelerated development in China. With the promotion of regulatory authorities, investment institutions, rating agencies, research institutions and other forces, the head listed companies have significantly improved their understanding of ESG and paid more and more attention to ESG work.

　　3. The development of ESG in state-owned enterprises is generally leading, and private enterprises in the head shine brilliantly.

　　Among the "Pioneer 100" enterprises, the number of state-controlled listed companies accounts for about 60%, and the average score of ESG index is 76.1; About 40% of private listed companies have an average score of 75.3 on ESG index. Judging from the number of "Pioneer 100", the ESG work of state-owned enterprises is generally leading, which is largely due to the high attention paid to ESG work by the State Council State-owned Assets Supervision and Administration Commission. Since 2021, the State Council State-owned Assets Supervision and Administration Commission (SASAC) has promoted the central corporate social responsibility work and ESG work as a whole. By 2022, a special social responsibility bureau was set up to further strengthen the promotion. Under the guidance of State-owned Assets Supervision and Administration Commission of the State Council, Guangdong, Shanghai, Shanxi, Sichuan, Yunnan and other local SASACs have also included ESG in their work, which has promoted the ESG work of state-owned enterprises to enter a period of accelerated development.

　　Although the number of private listed companies selected as "Pioneer 100" enterprises is less than that of state-owned enterprises, the average score of ESG index is almost the same as that of state-owned enterprises. Fosun International, China Ping An, Geely Automobile and Mindray Medical are among the top ten "Pioneer 100" enterprises, and their outstanding performance in ESG field provides a model for private listed companies to carry out ESG work.

　　4. "Pioneer 100" enterprises are distributed in 12 industries, with manufacturing accounting for half of the country.

　　From the perspective of industry distribution, "Pioneer 100" enterprises are distributed in 12 industries, among which manufacturing enterprises account for half of the country, and five manufacturing enterprises rank in the top ten of "Pioneer 100" enterprises. Comparatively speaking, manufacturing enterprises often bear greater environmental responsibility, employee responsibility and safety responsibility. Fierce market competition and strict regulatory requirements, especially the proposal of "double carbon" goal, all push manufacturing enterprises to catch up, change their development concepts, prevent ESG risks and create ESG value.

　　Electricity, heat, gas and water production and supply industries account for about 10%. Some energy enterprises with great pressure on environmental protection and safety have incorporated ESG ideas into their business operations during the transformation process, thus boosting their sustainable development. For example, China Electric Power, a subsidiary of China Power Investment Group, is committed to establishing a good ESG risk management system to improve the performance of sustainable development issues and promote effective management, and its board of directors actively promotes a "top-down" culture to ensure that the management will incorporate ESG into the decision-making process and business operations. In addition, the number of enterprises in financial industry, information transmission, software and information technology service industry is also outstanding, which has set an example in ESG management and practice.

　　5. Beijing and Shenzhen have become the highland of ESG development, demonstrating the role of demonstration and driving.

　　In terms of geographical distribution, nearly 80% of the "Pioneer 100" enterprises are concentrated in Beijing-Tianjin-Hebei, Guangdong-Hong Kong-Macao Greater Bay Area and the Yangtze River Delta, of which 36 are located in Beijing-Tianjin-Hebei, 26 in Guangdong-Hong Kong-Macao Greater Bay Area and 15 in the Yangtze River Delta. These areas are the frontiers of China’s opening to the outside world, and they are highly integrated with the world economy. Enterprises located here came into contact with the ESG concept originated in the West earlier, and ESG work started earlier, so ESG performed better.

　　From the perspective of cities, the proportion of "Pioneer 100" enterprises in Beijing, Shenzhen, Shanghai and Guangzhou has reached about 60%, with Beijing accounting for the highest proportion. Beijing (30), Shenzhen (16), Shanghai (8) and Guangzhou (6) are becoming the first demonstration areas for ESG construction.

　　6. China enterprises actively respond to national policies, and national strategies lead the development direction of ESG.

　　ESG can effectively guide important participants in the capital market to pay attention to social and environmental issues while creating economic value. Under the guidance of national strategies such as carbon neutrality and common prosperity, the construction of ESG system with China characteristics is accelerating. It is found that under the "top-down" system guarantee and policy promotion, the development direction of local ESG is clearer and the power is stronger. Our ESG evaluation system is based on local conditions and reflects ESG values with China characteristics. Ten characteristic indicators are specially set, including modern industrial system construction, new industrialization construction, rural revitalization, regional coordinated development, "Belt and Road", innovation-driven, employment promotion, public crisis response, information security, and public services, with a view to guiding listed companies in China to change their thinking, be inclusive, be brave and take action.

　　Taking the Belt and Road Initiative as an example, this initiative will help relevant countries to build a community of interests, destiny and responsibility with political mutual trust, economic integration and cultural tolerance, which is of far-reaching and lasting significance for maintaining world peace and stability and promoting prosperity and development. It is found that the large listed companies in China play a leading role and actively participate in building the "Belt and Road" through trade, investment, finance and infrastructure, thus contributing China wisdom and China’s strength to global sustainable development. For example, CRRC relies on the "Fuxing" Chinese standard EMU technology platform with the highest commercial operation speed in the world to tailor high-speed EMUs for Jakarta-Bandung High-speed Railway to adapt to the local operating environment and line conditions, showing the good image of China Railway, China Manufacturing and China Equipment; In the decade from 2013 to 2022, Northern International has signed more than 120 overseas projects to build rail transit, power facilities, petroleum and mineral facilities, municipal housing construction, agriculture and people’s livelihood and other infrastructure for countries along the Belt and Road.

　　7. China enterprises actively implement the "3060" goal and seek a green future by "carbon"

　　With the introduction and improvement of peak carbon dioxide emissions’s carbon-neutral "1+N" policy system, coping with climate change has been incorporated into the national strategy and top-level design. It is found that 26 "Pioneer 100" enterprises have formulated a special system to implement the "double carbon" goal, and nearly 90% have formulated goals, strategies, plans or action routes around the "double carbon" issue. For example, Dongfang Electric has formulated the "peak carbon dioxide emissions Carbon Neutralization Action Plan", set up a leading group for green environmental protection, and set up a carbon neutrality research center in peak carbon dioxide emissions to coordinate green and low-carbon development; Xinao Energy has formulated six major emission reduction actions: urban gas methane management, low-carbon trade and transportation, energy structure transformation of universal energy business, system energy efficiency improvement, green technology application and green office, and issued "Green Action 2030" to clarify the company’s short-term and medium-term carbon reduction targets by 2030 and long-term targets by 2050.

　　At the same time, more than 70% of the "Pioneer 100" enterprises disclosed their annual greenhouse gas emissions, especially the manufacturing enterprises with high environmental sensitivity, and the disclosure rate of greenhouse gas emissions reached 76%. According to statistics, the disclosure rates of carbon-related indicators in Europe, America and Asia-Pacific are 80%, 74% and 62% respectively. Green development and low-carbon development have been integrated into the development strategy of enterprises in China. Large enterprises actively implement new development concepts and accelerate the green transformation of development methods. The performance of ESG leading enterprises in China in coping with climate change has reached the international leading level.

　　8.ESG leading enterprises pay attention to work-life balance, with 9 paid annual leave per capita.

　　Employee responsibility is the core issue of social responsibility (S) dimension, and paid vacation is an important embodiment of employee rights and benefits, and it is also an important indicator under the topic of "work-life balance" that is of universal concern around the world. About 20% of the "Pioneer" 100 enterprises disclosed the number of paid annual leave days per capita. It is estimated that the average paid annual leave days per enterprise in 2022 will be about 9 days. It is particularly worth mentioning that the average paid annual leave days of CSDCC, China Resources Cement Holdings and Hegang reached 14 days, 13.6 days and 12 days respectively. Paying attention to the work-life balance of employees and solidly promoting the construction of harmonious labor relations are the common goals and pursuits of ESG leading enterprises.

　　9. Stable employment helps the economy to move forward. The average number of new jobs in "Pioneer 100" enterprises exceeds 10,000.

　　Under the background of the global economic downturn, rising unemployment rate and the rising trend of layoffs, absorbing employment reflects the responsibility and responsibility of enterprises. "Pioneer 100" enterprises take the initiative to attract new graduates, migrant workers, veterans and other key groups to find jobs, help laid-off employees to obtain new employment opportunities, and drive the upstream and downstream of the industrial chain to create a large number of employment opportunities. The data shows that more than 60 companies disclosed the number of employees they absorbed in 2022, totaling about 650,000, and the average number of employees absorbed by each company exceeded 10,000. For example, in 2022, the number of new employees in China Petrochemical Company was 20,891. In addition, ESG leading enterprises also take the initiative to shoulder their responsibilities and actively promote employment in the industrial chain. For example, Yili Co., Ltd. promoted the employment of dairy farming industry by 651,833 person-times.

　　10. Under the social dimension, China enterprises actively contribute to rural revitalization and charity, and private enterprises perform brilliantly.

　　Rural revitalization is an important strategy for China’s economic development and modernization, an inevitable choice for all people to achieve common prosperity, an important topic for the United Nations sustainable development 2030 goal, and an important measure for China enterprises to create social value. It is found that listed companies actively participate in rural revitalization, and help rural industries, talents, culture, ecology, organization and other comprehensive revitalization by participating in infrastructure construction, supporting characteristic industries, carrying out skills training, and setting up support funds. Among them, nearly 70% of the "Pioneer 100" enterprises disclosed the investment in rural revitalization in 2022, with a total investment of about 4.5 billion yuan and more than 2,800 projects. For example, in 2022, China Jiaojian invested 266 million yuan in free assistance funds in designated assistance areas; In 2022, Mengniu Dairy promoted the planting of more than 6 million mu and 12 million tons of high-quality forage grass in China, promoted the breeding of more than 1.7 million cows, and distributed nearly 32 billion yuan of milk, driving farmers to increase their income and become rich.

　　In addition to the investment in rural revitalization, it is an important action for enterprises to create social value and an active choice for enterprises to practice social responsibility. With the encouragement and support of the All-China Federation of Industry and Commerce, private enterprises have actively participated in glorious and public welfare undertakings, and made outstanding contributions to China’s characteristic public welfare undertakings. Statistics show that "Pioneer 100" enterprises invested more than 12.6 billion yuan in charity in 2022, among which 37 private listed companies invested more than 8.5 billion yuan in charity, and private enterprises performed brilliantly in charity donation. For example, Mindray Medical announced that it will invest 1 billion yuan to build a new campus for Dangshan Middle School to help the development of rural education.

　　11. Symbiosis with innovation, China enterprises promote sustainable development with technological innovation.

　　Technological innovation is the first driving force for the transformation of old and new kinetic energy of the economy and the realization of high-quality development. Accelerating the implementation of innovation-driven development strategy is not only the strategic requirement of the country, but also the internal demand of enterprises themselves, which is conducive to enhancing the sustainable development capability of enterprises and laying a solid foundation for industrial transformation and upgrading and sustainable development. The study found that the total investment of "Pioneer 100" enterprises in R&D in 2022 exceeded 500 billion yuan. From the industry point of view, the six selected enterprises in information transmission, software and information technology services all invested more than 10 billion yuan, far ahead; Geographically, the average R&D investment of enterprises in Beijing-Tianjin-Hebei region exceeds 9 billion yuan, ahead of Guangdong-Hong Kong-Macao Greater Bay Area, Yangtze River Delta, Western Triangle and other regions; From the perspective of cities, the average R&D expenditure of enterprises in Hangzhou, Ningde and Shenzhen ranks in the top three. "Pioneer 100" enterprises have vigorously promoted intelligent upgrading and green manufacturing, and have been at the forefront of the world in the fields of 5G information technology and clean energy equipment manufacturing. For example, China Mobile focuses on the frontier and urgent needs of the country, makes every effort to tackle key core technologies, takes the lead in setting up a 5G innovation consortium, shoulders the "chain length" of the modern industrial chain of mobile information, and actively helps China to become self-reliant in science and technology in the field of information and communication; Lenovo strategically increased its R&D professionals by about 5,000 in fiscal year 2021/22, and announced that it would add another 12,000 R&D personnel, while doubling its R&D investment in the next three years.

　　12.ESG leading enterprises attach great importance to information security and strictly abide by the bottom line of ESG responsibility.

　　In the era of big data, the problem of information security has become increasingly prominent, which has attracted worldwide attention. Ensuring information security is not only related to the interests of enterprises, but also their basic responsibility to practice ESG. It is found that more than 60% of the "Pioneer 100" enterprises have issued rules and regulations on information security, and nearly 40% have established information security management committees or working groups in their organizational structures. Some enterprises have invested in information security funds and conducted training to enhance the information security awareness of all employees. For example, the Agricultural Bank of China has formulated and implemented the Measures for the Management of Network Security, established a three-level network security organizational structure of "Science and Technology and Product Innovation Committee-Science and Technology Department-Professional Office", and set up data security centers in the head office and branches to closely weave digital security protection networks; Aauto Quicker has implemented strict data security management protocols, implemented user privacy protection, data classification, supervision, emergency response and third-party management, and established an information security committee to continuously strengthen information security and privacy risk management.

　　13. China enterprises adhere to the guidance of party building and improve ESG governance with China characteristics.

　　The core of the great innovation of corporate governance theory with China characteristics lies in strengthening the leadership of the Party, which is also the unique advantage of China enterprises in accelerating the construction of world-class enterprises. It is found that China enterprises embed the corporate party organization into the corporate governance structure, and establish and improve the corporate governance mechanism with China characteristics, which has its own responsibilities, coordinated operation and effective checks and balances, so as to promote the compliance construction of enterprises, enhance the awareness of sustainable development and promote ESG work. For example, China Tonghao continues to improve the party building cultural system of "one branch with one feature" and "one party member with one flag", and carries out in-depth practical activities on the theme of "strong vitality, creating good results and promoting growth", focusing on the entry point and force point for party building to integrate into production and operation, and ensuring the high-quality development of enterprises with high-quality party building; Cosl, a subsidiary of CNOOC, China, integrated the leadership of the Party into the whole process of corporate governance, fulfilled the pre-procedure of the Party Committee for making decisions on major issues, improved the corporate governance mechanism with the "three meetings and one layer" as the starting point, and promoted the modernization of corporate governance system and governance capacity.

　　14.ESG overturns the reform of executive compensation, and "Pioneer 100" enterprises actively explore the link between compensation and ESG performance.

　　With the gradual popularization and promotion of ESG investment concept around the world, the linkage between executive compensation and ESG performance has become a trend and may gradually become the norm. Some large foreign enterprises have urged the management and management to actively improve ESG performance by means of "linked compensation" assessment and incentives. According to statistics, in 2022, the proportion of companies linking ESG targets with executive compensation in Russell 1000 Index has reached 28%. The analysis of "Pioneer 100" enterprises shows that more than 20% of listed companies link management compensation with ESG, which urges management to promote the implementation of ESG. For example, baoshan iron & steel, a subsidiary of China Baowu, incorporated ESG performance indicators into the executive incentive and compensation plan, and took reward and punishment measures according to the annual ESG evaluation results; China Resources Land, a subsidiary of China Resources Group, has linked the executive compensation with the work of safe production in order to establish an effective and normalized sustainable development management system. Fosun International has established relevant mechanisms to link ESG performance with the remuneration of directors and senior management, among which "ESG assessment indicators" of executive directors (including ESG rating, ESG system construction, responsible investment management, carbon neutral management and ESG risk management) account for 10% of the overall performance assessment.

　　15. "Pioneer 100" enterprises focus on improving ESG management system to inject momentum into sustainable development.

　　ESG management system is the foundation for enterprises to promote ESG work. Establishing and improving the normalization mechanism of ESG management can effectively guide enterprises’ ESG work and improve the quality of ESG information disclosure. It is found that about 75% of Pioneer 100 companies have set up ESG committees or ESG leading groups at the board level, which is much higher than 54% of FTSE 100 companies. Large listed companies increasingly realize that improving the top-level architecture is the key to promoting ESG work. At the same time, among the "Pioneer 100" enterprises, over 30% have established ESG special system, about one-seventh have established ESG index system, and nearly 50% have carried out ESG special training. More and more listed companies gradually standardize ESG management system, improve ESG management ability, promote practice through management, improve ESG work level and enhance the resilience of sustainable development. For example, State Grid Yingda, a subsidiary of State Grid, has established a four-level ESG organization and management system, including the board of directors, management team, and ESG implementation team. The chairman of the board is the highest person in charge of ESG work, actively participates in external ESG special series training, continuously improves the ESG index system, and optimizes ESG management; Guodian Power, a subsidiary of National Energy Group, set up an ESG management leading group as the leading organization, and formulated the Management Measures for Environment, Society and Corporate Governance to ensure the institutionalized and systematic operation of ESG.

　　16. ESG information disclosure of enterprises in China is becoming more and more standardized, and ESG reports are substantive, comparable and balanced.

　　ESG information disclosure is very important to promote the sustainable development of enterprises. By presenting the environmental, social and governance (ESG) behaviors of the enterprise completely, openly and transparently, the enterprise can win the trust of investors, attract more investment, and improve its brand image and social reputation. Mainstream international organizations, such as Global Reporting Initiative (GRI) and International Council for Sustainable Development Standards (ISSB), continue to improve ESG information disclosure guidelines to help standardize ESG information disclosure. The research shows that more than 95% of the ESG reports of Pioneer 100 enterprises list the relevant contents of substantive issues analysis to ensure that the core ESG issues are fully disclosed in the report. Nearly 80% of the ESG reports of "Pioneer 100" enterprises disclosed the key performance data for three consecutive years or more, effectively transmitting the improvement of ESG performance to the capital market. More than 90% of the "Pioneer 100" companies actively disclose many negative information such as environmental pollution, safety production, employee turnover, product recall, administrative punishment, etc., so as to avoid misleading the report readers and ensure the balance of ESG information disclosure. Half of the "Pioneer 100" companies’ ESG reports were evaluated by third-party reports, such as China Chemical, Maanshan Iron and Steel Co., Ltd. and Yiling Pharmaceutical Co., Ltd., which applied for the rating of enterprise ESG reports to promote management and continuously improve the level of report preparation. Based on the comparative analysis,We believe that high-level ESG information disclosure should meet the requirements of substance of the topic, comparability of data, balance of information, completeness of content, timely release and verifiability of reports. The standardization of ESG reports of Pioneer 100 enterprises has reached a high level, but it is still necessary to pay attention to the evaluation of third-party reports and improve the quality of ESG reports.

ESG Action Proposal of China Enterprises

　　At present, with the deepening of the national green and low-carbon strategy and the open development of the financial market, China’s ESG development has rapidly entered the "fast lane" and achieved certain results. However, compared with western developed economies, it still faces some problems such as insufficient understanding, imperfect rules, insufficient constraints, inadequate system and insufficient practice. As the main body of the capital market and the practice of ESG concept, enterprises should conform to the development wave of ESG, explore the compatibility of ESG localization with international rules, play a subjective role in investment and business, actively carry out ESG practice, and promote the rooting and healthy development of ESG concept in China. On the basis of systematically combing the development status of ESG of listed companies in China, we put forward the following suggestions on how to further improve the ESG work level of enterprises in China.

　　First, based on the national strategy, ESG helps high-quality economic and social development.

　　China’s unique historical background, social culture and economic system make it necessary for China to absorb the international ESG experience, integrate its own characteristics and combine with the national development strategy, so as to shape the ESG practice with China color. Only in this way can ESG become a powerful tool to promote the sustainable and high-quality development of enterprises and society in China.

　　First, we must deeply integrate into the national strategy.On the basis of defining its own position, enterprises should actively respond to and deeply participate in the national strategic objectives, and put their own development into the historical journey of promoting the great rejuvenation of the Chinese nation with Chinese modernization. For example, the innovation drive is deeply rooted in the core engine of ESG practice, and innovation empowers business models, products and services to form new development momentum; Make full use of resources, technology or industry status, actively participate in major national strategies such as "One Belt and One Road" and rural revitalization, promote coordinated regional development, and shape ESG practice with China characteristics.

　　Second, we should promote the construction of ESG ecology in the industry.Enterprises should not only fully participate in the construction of modern industrial system, but also actively promote the new industrialization development strategy and build a win-win cooperation industry ecosystem. Industry leaders need to take on greater responsibilities and form and promote ESG concepts and practices with industry characteristics through transformation and upgrading and coordinated development among industries.

　　Third, we must create high-quality people’s livelihood value.Enterprises should closely link products and services with people’s livelihood and well-being, actively create employment opportunities, promote community co-construction and sharing, contribute to charity, and help realize "common prosperity" of society, which has become a key force to promote the deeper and broader development of ESG practice in China.

　　Second, improve the level of practice and strengthen the supply chain ESG management

　　Enterprises in China should promote ESG practice with higher standards and a more rigorous attitude, and realize the balanced and sustainable development of economic, social and environmental benefits. Enterprises need to establish a strategic goal of comprehensively improving ESG practice level as the basic orientation of sustainable development of enterprises, fully consider the impact on the environment and society when making business decisions, and take corresponding measures to reduce potential adverse effects. At the same time, China enterprises also need to actively participate in the global ESG practice, learn from the best actions, and continuously improve their own ESG performance.

　　Supply chain management is an important topic in the development of ESG in the world. APEC and the European Union have successively issued a number of policies to require enterprises to pay attention to the supply chain risks related to ESG and improve the security, stability and sustainability of the supply chain. However, it is found that the proportion of "Pioneer 100 Enterprises" carrying out supply chain ESG review is low. China, as the core of the global industrial chain and supply chain, should shoulder its due responsibilities and drive the upstream and downstream enterprises in the industrial chain to create long-term sustainable value. In the management of supply chain, enterprises should integrate ESG standards into the compliance review of suppliers to ensure that suppliers meet the corresponding standards in environmental protection, social responsibility and corporate governance; We should also provide ESG training and technical support to suppliers on a regular basis, and help suppliers understand and implement ESG best practices by sharing knowledge and technology. In addition, enterprises should also establish long-term partnerships with suppliers to jointly face the challenges of ESG and help the whole industry upgrade ESG.

　　Third, improve corporate governance and enhance the "she" power in the top-level structure

　　Sound corporate governance is the key to achieve ESG goals, and an effective governance system can guide and promote enterprises to continuously improve on environmental and social issues. High-quality corporate governance has also been proved to improve the economic performance and risk management ability of enterprises, enhance the resilience to meet challenges and promote the long-term sustainable development of enterprises.

　　First, we must adhere to the guidance of party building.The leadership of the Party plays an important leading role in corporate governance. It is necessary to better transform the leadership advantage of the Party into governance efficiency, and integrate the leadership of the Party, corporate governance and ESG governance with each other, so as to enhance the "control power" of enterprise decision-makers on sustainable development and promote the in-depth development of enterprise ESG work.

　　Second, we should improve the ESG governance structure.Enterprises should establish a decision-making and leadership mechanism for ESG work at the board level, regularly analyze the risks and opportunities of the enterprise’s social environment, examine and approve the company’s ESG strategy and key work, and review ESG major issues. At the same time, under the leadership of the board of directors, an ESG work organization system composed of management and executive layer is established to realize the guidance and supervision of ESG work by management and the implementation of ESG work by executive layer.

　　Third, we must strengthen the power of "her".Gender equality is an important topic of the UN Sustainable Development Goal 2030. At the decision-making level and management level, the role of "she" power can not be ignored. The different views and experiences brought by female directors and executives are helpful to improve decision-making efficiency and promote enterprise value creation. However, it is found that the average proportion of female directors and female executives in Pioneer 100 enterprises is 16.7% and 20.2%, both of which are lower than those in developed markets. China enterprises need to improve the diversification of governance structure, actively increase the proportion of female directors and female executives, make good use of "her" power to improve decision-making efficiency and promote enterprise value creation.

　　Fourth, improve ESG management, pay attention to planning guidance and system construction.

　　An effective ESG management system can help enterprises form advantages in value creation, risk control and market competitiveness; Moreover, this kind of ESG management, which goes deep into all levels and business links of enterprises, can also guide enterprises to form endogenous motivation for social and environmental responsibilities and promote the simultaneous improvement of social and commercial values of enterprises. The action rate of "Pioneer 100 Enterprises" in establishing ESG strategic objectives, formulating ESG special system and establishing ESG index system is still low, which needs to be improved urgently.

　　First, make a clear ESG plan.Planning is an important tool for enterprises to define ESG objectives, set work paths and guide work implementation. Enterprises should combine their own business characteristics and market environment, set practical ESG work objectives, and formulate systematic and practical ESG action plans.

　　Secondly, we should establish and improve the ESG system.A good system can ensure that ESG planning is implemented and implemented in the daily operation of enterprises. Enterprises should build a "1+N" ESG system with ESG special system as the guide and multi-dimensional specific implementation methods such as environmental protection, product management, customer service, employee responsibility and supply chain management as the constituent elements, clarify the powers and responsibilities of various departments and posts for ESG work, and ensure that ESG concepts are implemented throughout the business process of enterprises.

　　Finally, we should build a scientific ESG index system.Enterprises should build a layered, graded and classified ESG index system suitable for the characteristics of industries and companies, provide quantifiable tools for issue identification, report preparation, risk management and performance evaluation, help enterprises to clarify responsibilities, monitor progress and evaluate effects, and promote fine management and continuous improvement of ESG work.

　　V. Improve the data disclosure rate, and release ESG related reports before April 30th.

　　ESG information disclosure is a comprehensive mapping of enterprise ESG management and practice level. High-quality ESG envelope can not only reduce the compliance risk of enterprises, but also help enterprises gain recognition from consumers, regulators and rating agencies. In recent years, the global requirements for ESG envelopes have become more and more stringent, so it is urgent for China enterprises to further improve the quality and timeliness of ESG envelopes.

　　The disclosure of ESG key data is the most important thing to improve the quality of ESG information disclosure. ESG data provides quantitative, clear and comparable information for investors, regulators and the public, enhances the public and investors’ trust in enterprises, and also helps enterprises find and understand the problems and shortcomings of ESG work. The selection of "Pioneer 100 Enterprises" attaches great importance to the performance of key data, and the evaluation system contains a large number of quantitative indicators. China enterprises should establish and improve the ESG data management mechanism to ensure the effective collection, storage and processing of data; It is necessary to improve the quality and comparability of ESG data disclosure and better reflect the status quo and trends of key indicators.

　　The timeliness of ESG report release is also crucial. Timely disclosure of ESG information helps investors and other stakeholders to compare and analyze the financial performance and non-financial performance of the company, so as to make timely and accurate investment decisions; It is also helpful for enterprises to discover and deal with ESG risks and opportunities that may be faced in time. In recent years, global regulators have gradually tightened the release time of ESG reports. The Stock Exchange of Hong Kong and Euronext have required that ESG reports of listed companies should be published simultaneously with annual reports. In combination with the requirement of China Securities Regulatory Commission that annual reports of listed companies should be compiled and disclosed within four months from the end of each fiscal year, April 30 is chosen as the deadline for the collection of ESG reports. Therefore, we suggest that listed companies in China should release ESG related reports of the previous year no later than April 30th every year, so as to improve the timeliness of report release. In addition, we should actively participate in the evaluation of third-party reports, improve the quality of ESG reports with the help of professional strength, and then force the improvement of ESG management and practice.

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　　"China ESG (Corporate Social Responsibility) Release: Annual ESG Action Report", as the first research achievement of "China ESG (Corporate Social Responsibility) Release" and model ceremony project in 2023, will provide a new perspective and guidance for China enterprises to implement ESG practice, followed by a series of thematic reports. At the end of the year, we will also hold the annual ceremony of "China ESG Model", select the top ten "China ESG Model" enterprises, and show their excellent ESG practice cases, with a view to establishing a clear social value orientation, promoting enterprises to continuously optimize ESG practices, and forming a good atmosphere for the whole society to pay attention to and promote ESG.

　　In the process of evaluation and implementation, we will always pay attention to the development trend of ESG at home and abroad, and adjust and update the ESG evaluation standards in time to ensure that they are always in line with international standards and national conditions, and accurately reflect the ESG performance of China enterprises. In this process, we will continue to promote the standardization and normalization of ESG in China, and strive to push ESG practice in China to the international level.

　　Finally, we sincerely hope that all enterprises in China can actively embrace and practice the ESG concept, constantly improve their own ESG level, carry out ESG practice in a down-to-earth manner, and show their responsibility.

Absrtact: News production has moved from "primary communication" to "secondary communication" era. In order to do a good job of "secondary communication" news products, the traditional media itself needs to adjust, explore the path from "primary communication" to "secondary communication", update the writing style and reporting form, realize their complementarity, from addition to integration, and achieve the "1+2 > 3" communication intensity.

Keywords: "once spread"; "secondary transmission"; media convergence

More than 30 years ago, the American scholar Itcher Soller Poole first put forward the concept of "media convergence". Today, with the media change of China’s network from fixed network to mobile network, the traditional communication market is shrinking day by day. Then, traditional media have sought "new outlets", and media integration has really become a "frontier phenomenon" of news communication.

The media circles began to make various attempts at "integration". As a result, there are "integration" practices such as central kitchen and media platform. However, after several years of "touching the net", it seems that the traditional media have inevitably encountered obstacles to development on the road of "integrating media".

■ News is more "new" and needs a win-win situation-

Form an "effective secondary communication" of traditional media in cooperation

In 2015, The First Year of Convergence-Annual Report on Media Convergence Development in China compiled by People’s Daily was published. If we count from 2014, China’s media integration has gone through six years. In these six years, mainstream media such as Liberation Army Daily have made various efforts on the road of integration and gained valuable practical experience.

Up to now, all kinds of mobile phone apps developed by the PLA News Communication Center and WeChat official account have achieved "touching the net". However, we must face the reality that in the era of the rapid development of mobile phones from the media, traditional media news is often not direct enough, relatively slow, and the communication effect is not obvious.

In 2019, when President Xi participated in the collective study of all-media era and media integration development in the Political Bureau of the Central Committee, he emphasized that to promote media integration development, it is necessary to enlarge and strengthen mainstream public opinion. In today’s communication era dominated by mobile phones, it is necessary to ensure the effective communication of traditional media news in order to "make the mainstream public opinion bigger and stronger". In other words, traditional media must do a good job of "secondary communication".

On September 20, 2020, the People’s Liberation Army Daily published the article "15 kinds of new clothes, such as new warm training clothes", which was immediately reprinted and released from the "No.1 sentry post" and "Three Musketeers" in WeChat official account, and attached the "buyer show for border guards and soldiers", with both hits exceeding 100,000+.

At the same time, the People’s Army, the Western Army bugle, the Karakorum Guardian and other media in WeChat official account also "re-processed" relevant news within a few hours and quickly pushed it, which once again broadened the communication channel of this traditional news. Compared with traditional newspaper communication, the audience group of new media communication has changed, and the audience coverage is wider through the "secondary communication" on the mobile phone side.

In the mobile phone environment, people get news more according to their personal interests. Therefore, the "secondary communication App" that integrates and edits news according to individual needs is very popular. In 2019, the top 10 domestic news apps were: Today Headline, Tencent News, Netease News, Phoenix News, Sina News, Daily Express, UC Headline, Sohu News, ZAKER News, and a little information.

It is worth noting that in the top 10 apps, although there are some "first-hand news" productions, such as Phoenix News, the self-manuscript rate is relatively high, but most news articles or content productions are from "secondary news". That is to say, the product source of "secondary news" that people pay attention to comes from "primary news", which is the news production platform of traditional media.

The writing style, reporting form and "depth" degree of "primary news" directly affect the quality of "secondary news" products, thus affecting the whole communication chain.

How to make news more "new"?

Today, news products "primary communication" cannot replace "secondary communication", and news products organized by "secondary communication news" have become the mainstream of mass news consumption. How to make the "secondary communication" of traditional media improve the effect and force the traditional media to realize the transformation and development of content and form is a new topic.

■ Deep integration is not "grafting"-

"One-time news" producers should devote themselves to improving product quality.

In the self-media WeChat official account, which walks away from the road of "secondary communication", "No.1 sentry post" leads the communication trend.

In the late autumn of 2020, the People’s Liberation Army Daily published a series of logistics support news about "food, clothing, housing and transportation". Within a month, "No.1 sentry post" successively updated WeChat official account’s article: "New combat uniform, debut!" "Finally! Fifteen new types of border patrols have been installed and collected. ""The People’s Liberation Army is engaged in infrastructure construction at the grassroots level. This must be praised! " "Brother Bing, it is necessary to cool down!" "Finally! Type 20 is loaded and type 19 military products are distributed! " "Live for a long time! The troops distributed field washing machines. "

The same news content, they are good at "secondary processing": repackaging words, collecting videos and photos, integrating screenshots of netizens’ interaction, enhancing publicity resonance through interaction, sincere and grounded expression, which makes people feel the charm of "self-media net text". In addition, they also integrate news links into the page, and concentrate on packaging and pushing to increase the amount of news information.

This kind of "second dissemination news" has also been ridiculed by netizens as "manuscript washing". However, their "click data" of 100,000+proves the desirability of this media convergence operation mode-"secondary communication" can last for the publicity effect of "primary communication".

In the discussion of media convergence, people are generally willing to understand "convergence" as "production transfer" from traditional media to online media, or "content transplantation" from traditional media to online media.

The "production transfer" from traditional media to online media is indeed a style of media integration. However, the successful experience of "No.1 sentry post" reminds us that the better integration mode is not simply to "graft" traditional media to interactive media, build a newspaper electronic database, develop a mobile App, or upload electronic versions and pictures to the network platform to achieve the integration goal.

Because such media convergence is not an open convergence, it is a "closed loop" road of independent production and operation. Mobile phone news communication, "closed loop" form of news communication is difficult to effectively "penetrate". If you want to make traditional news and positive energy enter the mobile phone effectively, it is an effective attempt and choice to get out of "closed-loop communication". Of course, there is not only one way of media integration, but also other "ways".

Media convergence needs communication cooperation. On the issue of media cooperation, a news industry expert once said: "The future path of media integration must be cross-media cooperation between platforms and content producers, and they need to take their own needs, debug themselves, move towards each other and domesticate each other."

In this regard, the author also feels the same way. However, the author and the expert’s views are not completely consistent. What we call communication cooperation is formed on the basis of propaganda division of labor. Only by further division of labor can the quality and productivity of news products be improved together.

"Division of labor" refers to the task decomposition of news content production and "secondary communication" on the mobile phone side. Content producers-producers of "primary news" should strive to improve news quality and communication efficiency, for example, by means of in-depth reports, charts and news links, to improve the extensibility and readability of news products, so that they can better meet the needs of "secondary communication".

The "secondary communication" platform should make better use of the information provided by "primary communication" products, so that it can better achieve the goal of traditional news communication through "secondary communication". At the same time, through the cooperation with the mobile phone platform, it will bring more penetrating communication effects to mainstream news.

■ Sincere and broad fusion mind-

Facing the "secondary communication", do your homework well.

Regardless of "primary communication" or "secondary communication", the key to determining the communication efficiency is the audience.

For a long time, the audience groups faced by traditional media are relatively fixed. Therefore, traditional media and new media should do their homework in terms of voice, reporting angle and depth.

Editors and journalists also need to do their homework. Traditional media reporters face traditional audiences, and their language and reporting angles are relatively solid, but it is difficult to "earn traffic" on the mobile phone side. The voice of new media can meet the needs of most netizens, but it is difficult to fully present it in traditional media, especially in newspapers, so it is difficult to become a business orientation.

Under the development trend of "secondary news dissemination", traditional media should have a broad mind of integration if they want to complete their historical tasks.

What do we need to do?

The first is to improve the quality of "primary communication" content production, and properly invest energy to complete "secondary communication" to ensure the influence of traditional news communication on mobile phone news consumption.

Secondly, we should carefully study the characteristics of the "second spread" news, and make a proper "turn around" when producing the "first spread news": it should be more lively, easy to understand and more enjoyable, and the sentences should not be like official documents or recitations. However, it needs long-term business accumulation and sharpening, and it needs to learn and study the text characteristics of "secondary news dissemination" to form its own style and style.

At the same time, we should abandon traditional writing techniques and increase in-depth reporting in "one-time news dissemination". Editors should accept news stories, learn to write stories and tell stories, so as to make them deeper, livelier and better-looking, and make traditional media have more initiative in communication.

On November 15, 2020, the People’s Liberation Army Daily published a heavy news that the backbone of newly trained cadres had post allowances. In the afternoon, "No.1 sentry post" issued "official announcement! This post allowance has been paid! " A penny. This news commentary, with an unofficial style, made a "second editing" of the newspaper manuscript, explaining the implementation of the policy in a simple way. Within 2 hours of publication, the article reached 47,000 readings.

It can be seen that in the field of "secondary communication", the consciousness and ability of "secondary editing" are needed. On the mobile phone platform, traditional media should not only act as "porters" but also become "architects", and adaptively transform "one-time news dissemination" in the fields of content and interaction.

It needs to be clear here that "secondary editing" is an innovation of "one-time news dissemination". However, if the "secondary news" contains valuable news clues, traditional media should also interpret it quickly. This interpretation mode should focus on in-depth reporting, so as to "renovate" the "old news" again and promote the quality improvement of the "one-time news" product.

In recent years, some people criticize mobile phone news, calling it "increasing traffic and attracting attention", which leads to the prevalence of "fake news and headline party". This phenomenon does exist. We should seriously study the law of "secondary communication" and form our own style of "primary communication news" on the basis of learning, so as to more effectively narrow the distance between traditional news and mobile phone users.

(The author is the head of the combat readiness logistics group of the military news editing room of the People’s Liberation Army newspaper)

　 　 The film is adapted from patricia highsmith’s novel The Price Of Salt. The story is about new york in the 1950s. Trish, a young and lonely salesgirl in a department store in her twenties, met Carol, a beautiful middle-aged woman who was rich but lost. After meeting, they fell in love like wildfire, but neither of them was sure whether it was love or the beginning of a disaster. At that time, love between women was not allowed in that society, and whether two female lovers could hold on to their emotions under the pressure of strong social norms became the climax of the whole story.

　 　 Director Todd Haynes has directed acclaimed tribute to psychedelic rock films, and his previous film with Blanchett won the Best Film and the Jury Award at the Venice Film Festival in 2007. His latest work is "A Floating Life" starring kate winslet, which is a small drama series based on black classic novels.

　 　 Cate Blanchett, the star of the film, appeared on the big screen for the last time or the fairy queen in the movie. After that, she went to Australia to cross the border and became addicted to directing, and participated in shooting a collection of short films called The Turning. Next, she will appear in two new films directed by terrence malick, as well as Woody Allen’s and.The Hobbit 2: The Desert of Shi Maoge. At present, she is shooting a new film by George Clooney.

　 　 Playing the young salesgirl is "Alice" mia wasikowska, who has just co-starred with Nick Kidman in Korean director Park Chan-wook’s, and will appear in Richard Ayoade’s new film and jim jarmusch’s.

　 　 At present, the script is being written by Phyllis Nagy, the screenwriter of mrs. harris. Producer Elizabeth Carlson excitedly praised director Todd as "a very talented director in the film industry at present." It is undoubtedly a dream come true for us to be able to direct this film by him. "