Original SME SME technology story

Chemical plant explosions have occurred frequently at home and abroad, which is frightening.

One to two, people have a fear of dangerous chemicals.

But life is always inseparable from chemistry, and even the fertilizer used in the cultivation of essential grain may be explosive and dangerous goods. Ammonium nitrate is a commonly used agricultural fertilizer, but it is also the "culprit" that caused the worst industrial disaster in American history.

Smoke billowing from the explosion in the worst industrial disaster in American history.

This chemical with the word "nitrate" as the head is always disturbing.

Perhaps it is because they are often known together with explosions. For example, trinitrotoluene, the main component of TNT explosives, is made by nitration of toluene.

The great power of TNT has long been recognized. A Grenade thrown on the battlefield killed and injured a large area only contains 50 grams of TNT, and 14 kilograms of TNT can destroy a football field.

As early as the mid-19th century, Swedish engineers applied for a patent to support mixed explosives with ammonium nitrate and other combustion improvers.

Ammonium nitrate has since become a widely used raw material for industrial explosives.

A quarter pound TNT Grenade

Although ammonium nitrate can be used as an explosive, pure ammonium nitrate without combustion improver is actually the most difficult nitric explosive to detonate.

It does not burn by itself at room temperature, and ammonium nitrate is extremely insensitive to impact.

The experimental study shows that the 50kg hammer falls on solid ammonium nitrate from a height of 50cm, and its explosion probability is 0;

Compared with the famous explosive nitroglycerin, a 200g hammer can be detonated 100% when it falls from a height of 20cm.

At the same time, ammonium nitrate has a high nitrogen concentration and stable performance, so people often use it as a nitrogen-containing fertilizer.

Nitrogen fertilizer is mainly helpful to improve the yield and quality of crops.

As everyone knows, ammonium nitrate fertilizer, which made people relax their vigilance, triggered a sudden compound disaster of land, sea and air.

Ammonium nitrate fertilizer

After World War II, although the United States won the war, most areas fell into the post-war economic depression.

However, the southern city of Texas is a different story.

This coastal city is busy day and night, with chemical plants and oil refineries running nonstop, and there are endless cargo ships in the port.

At that time, Texas was praised as a "port of opportunity" by major American media and newspapers, and it was the core of industrial development in the South.

This prosperity made the whole country envy, but soon, the prosperous industrial development also brewed a small Mars that destroyed everything.

By 1947, about 2,500 ships visited the ports in Texas every year, and even Monsanto opened a chemical plant in the town.

On April 16th, the wharf began to operate before dawn as usual, but it was a special day recorded in American industrial history.

There is a cargo ship, the Grand Camp, moored beside the port. This French cargo ship has been staying for five days.

The ship is loaded with some oilfield equipment, drill pipes, hemp ropes and weapons and ammunition shipped from Belgium.

And its main "passenger" is actually 2300 tons of ammonium nitrate fertilizer.

At 8 o’clock in the morning, the crew was carrying the few remaining bags of ammonium nitrate into the cabin, when a smell of smoke caught their attention.

They looked intently and saw that the smoke seemed to be coming from the No.4 cabin where fertilizer was piled up.

Perhaps some ignorant crew member or docker ignored the no-smoking sign and smoked on the ship, which caused the fire.

The fire quickly spread to the deck and hull surface, and the smoke became bigger and bigger.

The crew quickly picked up fire extinguishers and fire pipes to put out the fire, and more than 20 firefighters arrived in time.

Seeing that the fire did not decrease, it became more and more intense, and the crew came up with another fire extinguishing method.

Rescuers stopped using water to put out the fire, but sealed the warehouse with slats and covered it with tarpaulins;

Then the high-temperature steam is introduced into the cabin, and it is intended to squeeze out the oxygen in the cabin in this form.

In this way, without one of the three elements of combustion, combustion can not continue.

This method was a common fire fighting method for cargo ships at that time, and the captain also mixed selfishness in it-reducing the loss caused by the wet goods.

* Note: Material combustion requires three elements: combustion improver, combustible and temperature reaching the ignition point. Among them, oxygen is the most common combustion promoter.

People never expected that this method was really good, but it was equivalent to adding fuel to the fire for the cargo ship transporting ammonium nitrate.

More terrible than the fire of ammonium nitrate is the explosion.

Although ammonium nitrate is resistant to impact, it is very fragile in the face of high temperature.

When the temperature reaches about 165℃ or comes into contact with an open flame, solid ammonium nitrate will rapidly decompose to produce nitrous oxide and water vapor.

Nitrous oxide will also be converted into oxygen at high temperature, and the gas that rescuers tried their best to remove reappeared.

At this time, the reaction brewing in the air is not just as simple as burning.

The high temperature and high pressure environment created by firefighters made the warehouse a closed container to accelerate the explosion reaction.

People didn’t know anything about it at that time, only to find that even with powerful rescue forces, the fire was still too big to control.

At 8: 30, the captain ordered to abandon the Grand Camp and bear the loss of all the goods.

However, he was only distressed to lose a ship and cargo, but he didn’t expect the fire to turn into a bigger disaster.

At 9: 12, a loud bang from the port made almost the whole city tremble.

A fireball went straight into the sky and turned the sky red. Thick smoke soared to an altitude of 610 meters and spread everywhere. Part of the hull melted into pieces and jetted out of the dock.

Two planes accidentally flew over at this time and were directly destroyed and fell.

The explosion near the wharf caused the 160km water body in Fiona Fang to be choppy, which triggered a tsunami, and set off waves as high as 4.5m, hitting the land.

Even Houston, 40 kilometers north of Texas, felt a violent vibration, and the window glass of some houses was directly shattered.

This has become a major disaster facing the sea, land and air in all directions.

In the sudden explosion, none of the first firefighters who entered the rescue survived.

Nearby residents took refuge at home with trepidation, but they still could not escape the surging tsunami.

The fire that continues the explosion is still going on, which makes people afraid to get close.

The busy Texas dock is not a harbor of the Grand Camp, but dense cargo ships and chemical plants and refineries along the coast have become another hidden danger.

Just 15 hours after the explosion, people have not recovered from it, and the second explosion happened.

A large number of chemical plants and refineries are densely distributed.

On the coast 200 meters away from the Grand Camp, there is also a cargo ship named Success.

This cargo ship also contains nearly 1000 tons of ammonium nitrate and 180 tons of sulfur.

The explosion and fire extended to the USS Success, bringing a second thrilling explosion.

The explosion triggered a series of chain reactions, and nearby freighters and factories exploded one after another.

Successive disasters eventually killed 581 people and injured more than 3,500 people. At that time, more than a quarter of the population in Texas was killed or injured in the disaster.

Thousands of residential buildings and commercial buildings were destroyed by the tsunami, and 1,100 docks were damaged.

At that time, the prosperous capital and industrial city of Texas lost about $100 million (equivalent to more than $1 billion now).

This is the worst disaster in American industrial history, and the reasons behind it are complicated and strange.

First of all, there was a small fire in the cabin for reasons that have not been clear so far.

Then rescuers used self-defeating fire fighting methods, which eventually aggravated the explosion.

At the same time, the government regulatory agencies themselves have many loopholes.

In the era of post-war economic recovery, the industrial process has become the most important thing beyond laws and policies, and managers can only ignore the interests.

After the accident, a large-scale funeral was held for the unidentified victims.

At that time, there were about 6,000 fertilizer chemical plants in the United States, but most of them did not report the storage of ammonium nitrate in the Department of Homeland Security, although the inventory was as high as 1,300 times that of the mandatory review.

It is conceivable that the industrial intensive Texas was equivalent to hiding countless stealth bombs at that time, just waiting for an opportunity to detonate.

Once detonated, it will lead to irreparable loss of life and property.

Only in this way can the federal government face up to the audit and supervision of chemical plants and dangerous chemicals.

The government has drawn up new standards and improved the management and transportation system of dangerous chemicals. Enterprises have also established an industrial mutual aid system, and agreed to join hands in the event of danger.

This appalling Texas explosion has become history, and the United States has entered a new era of strict industrial management.

Afterwards, major media rushed to report the accident.

But no matter what era the strict system is put in, there will always be people who exploit loopholes.

Dangerous chemicals such as ammonium nitrate are never kind to those who neglect them.

In 2013, also in Texas, another chemical fertilizer factory exploded.

However, this time, it was no longer because of people’s ignorance that the mistake was made, but the chemical fertilizer plant built a non-compliant ammonia storage tank privately.

Up to 24 tons of anhydrous ammonia accidentally triggered an explosion, killing 35 people.

Sadly, some people were killed innocently in the explosion of ammonium nitrate, and some people deliberately used ammonium nitrate as a weapon for terrorist attacks.

In 2011, a nightclub in Bali exploded. This is a vicious explosion in which 202 people were killed by terrorists using ammonium nitrate.

In 1995, terrorists used ammonium nitrate to make explosives to blow up the federal building.

Chemicals usually have both advantages and disadvantages for human beings.

Ammonium nitrate is a common industrial explosive, but it is also a good fertilizer.

Nitroglycerin, which can be used as an explosive, is also a good medicine for cardiovascular diseases …

People often suffer while using them to achieve certain interests.

However, the progress of human beings lies in that no matter how dangerous the substance is, it can be controlled by human beings and finally serve human beings.

Ammonium nitrate. Wikipedia, June 26, 2019.

MarcLallanilla, LiveScience. What Causes Fertilizer Explosions? ScientificAmerican, 2013.04.18.

1947 TexasCity Disaster. Moore Memorial Publiclibrary.

MichaelBaumann. How a Fertilizer Accident Led to the Deadliest Industrial Disaster inAmerican History. The Ringer, 2017.08.24.

SteveOlafson. The Explosion: 50 Years Later, Texas City still Remembers/’Texas Cityjust blew up’/A powerful chemical explosion 50 years ago propelled a small porttown into an unwelcome national and world spotlight. Chron, 1997.04.13.

Original title: "How terrible is the explosion of ammonium nitrate? A cargo ship full of fertilizer blew up thousands of buildings.

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　　"Going out for investment promotion 147 times, and the main leaders went out for investment promotion 37 times. In the first eight months of this year, 165 new projects were under discussion, with a planned total investment of 78.2 billion yuan, including 19 projects with a total investment of more than 1 billion yuan. The total planned investment of newly contracted projects is 38.8 billion yuan, and the target progress is 97%. 8 projects ranging from 1 billion yuan to 5 billion yuan, achieving 100% of the target progress; Over 10 billion yuan project, 100% of the target schedule. The total planned investment of newly started projects is 17.4 billion yuan, and the target progress is 75.7%. " Yesterday, the relevant person in charge of the Guanyun County Bureau of Commerce introduced.

　　Carry out accurate investment promotion in the industrial chain. Guanyun County has always adhered to the principle of "going out, please come in", and participated in the Suzhou Station of the 2022 Guanyun Victoria’s Secret Town Yangtze River Delta Investment Promotion Conference and the 2022 Guanyun (Hangzhou) Digital Economy Investment Promotion Conference, focusing on promotion and expanding influence. In the introduction of projects, we should conscientiously do a good job in project demonstration, highlight industries, attach importance to industrial projects, attract investment in the industrial chain and attract investment accurately, and pay attention to leading projects with large investment scale, strong radiation capacity and high industrial correlation. Focus on leading industries such as new chemical materials, healthy food, equipment manufacturing, high-end textiles, airport economy and modern agriculture to attract investment and make full use of Guanyun — Jiangyin’s "North-South Linkage" is an opportunity to innovate investment ideas and seize the opportunity of Jiangyin’s industrial reform to seize a number of good projects.

　　Implement the project pre-examination mechanism. Pre-audit the industrial policy, various planning, technical level, energy consumption, ecological environment impact, safety assessment, investment intensity, output benefit and other factors involved in the settled projects, further improve the quality of investment projects, standardize investment behavior, enhance the rationality of project layout and scientific decision-making, and speed up the project landing.

　　Unswervingly grasp big projects. Adhering to the principle of "project is king" and implementing the "four ones" promotion mechanism, Shenghong Group’s aramid project with an investment of 15.8 billion yuan has been signed, and other pre-project procedures such as planning and design conditions, environmental assessment, energy assessment and safety assessment are being promoted in an orderly manner.

　　Optimize the construction of business environment. We will carry out the special action of "Optimizing the Business Environment to Attack the Hard Year" to further optimize the business environment and continuously enhance the vitality of market players. Always adhere to the mechanism of "optimizing the business environment and serving investment projects", improve the basic facilities, improve the service quality, create a "government ruled by law, honest government and service government", and continuously activate the driving force of economic development. Introduce the service concept, sort out the service list, establish special service classes, and improve the service quality. (Reporter Villi correspondent Xia Xingyu)

　　(Source: Lianyungang Release)

　　Soymilk, fried dough sticks and tea eggs. In Teheran, the capital of Iran, far from home, the China Red Cross assisted the Iranian volunteer medical expert team to have a Chinese breakfast specially prepared for them.

　　March 20th is the traditional Iranian festival Nowruz, which is the Iranian New Year, equivalent to the first day of the Spring Festival in China.

　　The local Chinese-funded enterprises specially sent these love breakfasts early in the morning to express their gratitude to the China experts who have been busy in Iran in recent days and provided them with epidemic prevention training, epidemic question and answer, diagnosis and other services.

　　China expert group visited Iranian local hospitals. (Image provided by the interviewee)

　　From the Lunar New Year in China to the traditional Iranian New Year, these China experts have been racing against the epidemic all the way without stopping. After eating the love breakfast, they immediately set off and started a new day’s intense work.

　　An expert from China who moved to Iran from Wuhan said that he hoped that Iran would welcome spring flowers like Wuhan as soon as possible.

　　Looking forward to, looking forward to, the pace of spring is closer.

　　Iran’s most deserted traditional festival

　　Look forward to spring.

　　Around March 20th every year is the most important traditional festival in Iran — — Nowruz, the Iranian New Year. Similar to the custom of celebrating the Spring Festival in Chinese, local people usually visit relatives and friends and greet each other during the festival to welcome the coming of spring.

　　On March 19, Iranian people wore masks to pick flowers and prepare to celebrate the festival. Xinhua news agency

　　However, this holiday season, Iran is still mired in the epidemic, and the confirmed data is still in a period of rapid growth. As of March 20th, the number of confirmed cases in COVID-19 has approached 20,000. According to the Iranian Ministry of Health on the 19th, an average of 50 people are diagnosed every hour in Iran.

　　The Iranian government called on residents to stay at home to celebrate the festival and prevent the spread of the epidemic.

　　On March 19, Iranian citizens wore masks to go shopping and prepare to celebrate the festival. Xinhua news agency

　　According to Xinhua News Agency, many Iranians canceled their travel plans and stayed at home for the holidays. On the first day of the Iranian New Year, Tehran, with a permanent population of more than 8 million, is like an empty city, standing silently in the mountains at the southern foot of the Elbers Mountains.

　　"I have lived for almost 60 years and have never seen the streets of Tehran so deserted." Local resident Motametti told Xinhua News Agency.

　　On March 20th, the streets of Tehran, the capital of Iran, were very deserted. Xinhua News Agency reporter Tony chen photo

　　On March 20th, the streets of Tehran, the capital of Iran, were very deserted. Xinhua News Agency reporter Tony chen photo

　　From Shanghai and Wuhan to Iran

　　Race against time all the way

　　The epidemic situation in Iran has spread rapidly and the death rate is high. It is no exaggeration to say that epidemic prevention and treatment work must race against time.

　　In the early morning of February 29th, a team of five volunteers from China Red Cross Society arrived in Teheran, the Iranian capital, with some medical supplies from China. Chang Hua, China’s ambassador to Iran, and officials from the Iraqi Ministry of Health greeted him at the airport. (Image from official website, Embassy of China in Iran)

　　Since February 29th, China’s expert group has been working in Iran for 20 consecutive days, and has been going to various parts of Iran to discuss and exchange with Iranian medical workers and experts in the field of public health, and to explore the treatment plan.

　　Zhou Xiaohang, leader of the expert group and director of the Shanghai Red Cross Relief and Rescue Department, said that in order to fight the epidemic, most members of the expert group canceled all vacation plans and have been working since the Spring Festival, and some of them were transferred immediately after finishing their work in the domestic anti-epidemic front line.

　　Qian Zhiping, a member of the expert group and chief physician of Shanghai Public Health Clinical Center, has been working in Shanghai’s anti-epidemic front line since January 20th, which can be said to be from China New Year to Iranian New Year.

　　"It’s a pity that I have been out all the time and have been home several times occasionally, but I haven’t had time to eat a meal at home." Qian Zhiping said, "I didn’t have much rest after coming here. I had work arrangements every day. After coming for 20 days, I walked with my colleagues to the nearby community as far as possible and inspected the protection of residents."

　　I hope Iran will be as blooming as Wuhan as soon as possible.

　　Wang Dongsheng, a respiratory doctor in the First Affiliated Hospital of China University of Science and Technology, and Li Ming, a laboratory doctor, were new members who reinforced Teheran in March.

　　Wang Dongsheng just finished his anti-epidemic task in Wuhan. He said that Wuhan has gradually returned to normal, hoping to bring China’s anti-epidemic experience to Iran, so that Iran can be as blooming as Wuhan at an early date.

　　China experts are communicating with local doctors. (Image provided by the interviewee)

　　The expert team covers experts in many fields such as disease control, prevention and clinic. In Iran, they exchange experiences with the local Ministry of Health and frontline medical workers every day. After returning to the residence in the evening, we will have a collective meeting to summarize the opinions exchanged with local counterparts and experts, and then jointly study the prevention and treatment plan.

　　There is no point in going to work and no point after work. This is the normal state of their work in Iran.

　　The Iranian people kept saying: Thank you China, thank you.

　　What makes the China expert group particularly gratified is that both the detection ability of Iranian hospitals, people’s awareness of protection and the cure rate have been significantly improved. Experts from China gave everything to each other, which was also well received by local professionals and the public.

　　Zhou Xiaohang said, "The Iranian people are very enthusiastic about us. No matter the partners we meet at work or the people we meet on the street, when they see that we are wearing China Red Cross jackets, they will come over and ask for a group photo, and they will keep thanking us and saying, ‘ Thank you, China. Thank you. ’”

　　He said that at present, Iran’s previous measures have achieved certain results, but Iran will still face a critical period of anti-epidemic in the next two weeks and still cannot relax.

　　A "flow chart for withdrawing files" has plunged Peking University and Henan Admissions Offices into a whirlpool of public opinion.

　　On the morning of August 15th, the Admissions Office of Henan Province issued a statement saying that it was found that the recruitment staff of a county in Henan Province was negligent, and the information of the candidates’ withdrawal process was taken by others without authorization and spread online. According to the statement, the "flow chart of withdrawing files", which should have been kept confidential during the enrollment process, "unintentionally leaked" due to the negligence of the enrollment staff. At present, the Henan Provincial Admissions Office has interviewed and sent a letter to the relevant departments of the county, requesting further investigation and verification of the situation and handling it according to the rules and regulations.

　　Xiong Bingqi, an educational scholar and vice president of 21st Century Education Research Institute, told The Paper that the "flow chart for withdrawing files" belongs to the internal flow information of enrollment work and should be kept confidential and will not be made public. However, the relevant departments should keep the process information for future reference when enrolling students. In the face of enrollment disputes, it can be viewed by the supervision department or the higher authorities to determine whether the enrollment work is illegal.

　　What punishment should the staff bear for the disclosure of confidential workflow information due to negligence?

　　Xiong Bingqi believes that the staff member may be subject to administrative sanctions. He said that under the current enrollment system, every link of information should be open and transparent, and candidates can question the results of enrollment and ask the enrollment department to know whether the education and examination departments and schools violate the rules according to the public information, so as to safeguard their rights.

　　The Paper found that Article 10 of the Interim Measures for Handling Violations of Enrollment in Ordinary Colleges and Universities published by the Ministry of Education in 2014 stipulates that the enrollment staff may "disclose unpublished candidates’ scores, candidates’ volunteers, admission scores, etc., which may affect the admission of fair information, or disclose or resell candidates’ personal information". The unit to which they belong shall immediately order them to suspend their enrollment work, and the relevant departments shall give corresponding punishment or other treatment according to the seriousness of the case; Anyone suspected of committing a crime shall be transferred to judicial organs for handling according to law.

　　In addition, the data show that the Ministry of Education has previously regulated the possible enrollment violations in colleges and universities by issuing regulations and implementing interim measures.

　　The Ministry of Education pointed out in the "Regulations on Enrollment of Ordinary Colleges and Universities in 2019" issued in March this year that, except for the information that should be publicly disclosed to the public according to regulations, any unit or individual may not provide it to others or disclose it to the public without authorization, and illegal dissemination and sale are strictly prohibited.

　　At the same time, this regulation explains the penalties for violations of laws and regulations in all aspects of college entrance examination registration, examination and admission. Candidates, examination staff and other social personnel who violate the rules in the enrollment, examination, admission and other aspects of college enrollment will be dealt with severely in strict accordance with the procedures and regulations determined by the provisions (measures) of the Criminal Law and the Education Law, and the parties and related personnel will be held accountable according to the law; Anyone suspected of committing a crime shall be promptly transferred to judicial organs for legal responsibility. Those who violate the rules and regulations of public officials will be dealt with seriously in accordance with relevant regulations.

　　In May of this year, the Henan Provincial Department of Education simultaneously issued the relevant regulations on the enrollment of ordinary colleges and universities in 2019.

　　Previously, the Peking University Admissions Committee issued a statement saying that in view of the fact that the "National Special Plan" admission work in Henan Province adopts the method of voluntary filing in order, the two candidates who have retired have reached the admission control scores of the same batch and met the admission conditions, and should be admitted; There are irregularities in the process of withdrawing files, and the reasons for withdrawing files in the admissions office are not established. The Admissions Committee decided to apply for the re-registration of two candidates who had dropped out of the file according to the procedure.

Special feature of 1905 film network If you find a keyword for this summer’s summer file, first nominate, "explore".The box office is about to exceed 2.2 billion, and Mahua FunAge has broken the conventional knowledge of science fiction movies. In the form of "science fiction+comedy", he not only combines the typical style of the team, but also breaks through the theme of science fiction.

Even the director said frankly in our interview, "All shooting is almost a new attempt for me."

Coincidentally, the film that took seven years to make was directly labeled as "China’s first sci-fi mecha cool film" in the publicity.The chief producer and starring actor lamented more than once that it was difficult to do this, and the whole team was China’s own special effects team.

For the first time, China team used the method of real-life virtual shooting at the scene to complete the vivid image of Mozart.

Many "firsts" and countless "breakthroughs" are presented on the big screen. In the eyes of the audience, it is even more advanced than the usual light and shadow magicians. But perhaps in the eyes of the special effects team, behind it is a series of coding designs, or the technical conquest again and again.

Yes, yes, this summer’s Mozart in Outer Space and Moon Man’s War of Tomorrow collectively gave the audience a "good look" with almost perfect special effects.

If "Mozart" meets "King Kong Mouse"

The cost of "Mozart" is comparable to that of a medium and small budget film. In order to truly restore kangaroos, "King Kong Mouse" produced 50 million hairs … …

It’s just that the stories behind these digital characters have long been the key words on hot search, but behind these numbers and magnitudes, there are actually more different technical stories.

What is the concept of 50 million hairs?For example, the "Red-haired Ghost" in A Writer’s Odyssey is the first digital character independently completed by the China team. It has more than 900,000 hairs, and the single frame is rendered for more than 16 hours, while the kangaroo is rendered for more than 20 hours.

Li Shuai, the visual effects director of Mozart in Outer Space, and Zhang Fan, the visual effects director of Moon Man, are both from MORE VFX. The team has previously participated in special effects masterpieces such as The Wandering Earth A Writer’s Odyssey.

The two projects are almost parallel, and it took two years before and after, but there are different motives behind the similar time.

The virtual shooting of Mozart in Outer Space is not easy. Although such films and TV works were shot in Hollywood as early as 10 years ago, it is still a blank page in China.

"For this film, we set up a live real-time moving capture shooting system that can interact with actors," Li Shuai said.

In this way, the scene can fit the emotional interaction between actors and digital characters. The previous guarantee, "to a great extent, saved the time of making Mozart in our animation link."

"Mozart" is set as a plush toy, and the team conducted a hair test for 3 or 4 months according to the designed physical product in the early stage to ensure that it made various movements in the film, which caused the hair rhythm and was a physical reaction in line with reality.

But the design of "King Kong Mouse" doesn’t stop there.Kangaroo is a real creature, and the audience is no stranger to it. "The team is completely in accordance with its real bones, muscles, fascia, cortex, and finally to the hair (details), and all layers need to be grasped."

Although 50 million hairs have been a commonplace figure in recent propaganda, there are more detailed details behind them, such as "the distribution, direction, even luster, texture, softness and hardness of these hairs".

For the static effect of a single kangaroo, the team "spent 11 months before and after" according to different postures.

Not only that, the temperament of "King Kong Mouse" has puzzled Zhang Fan’s team for a long time. "It is a realistic image, but the plot is a comedy. We can’t make it too real, and it may not be able to complete the performance. If it is mimicry, cute or fierce, it will be separated from the movie."

The team has repeatedly adjusted, and finally it is between the two. When it is found, it will sigh. If there is still time, it can be better.

In the case of real-time moving capture, the moving capture actor can give appropriate feedback according to the expression of the opponent actor quickly, but after Moon Man completes the virtual shooting, he still needs to perform the green model interactively. "The performance of people needs to be completed within the range we set."

In an interview with A Writer’s Odyssey, the director admitted that virtual shooting can complete the preview of the film and the formal post-shooting, and can make more creations based on it, such as fine-tuning the performance.

However, for an actor like Shen Teng, who has many sparks of inspiration at the scene, it may be necessary to exercise restraint. The special effects team will also put forward certain demands for the actors at the scene according to the later consideration.Of course, performing in a certain limited category also means that actors need more accurate acting skills.

Faced with this "restriction", we put forward a guess, if the shooting of king kong mice is also real-time moving capture, can we avoid this problem?

The answer is, yes.Only in the face of different projects, the creator will still find a relatively more accurate way.

When the environment is "faked"

Whether it is "Mozart" or King Kong Mouse, the difficulty of these digital characters can be seen by the naked eye. For a film, they are the focus, but also only a part.

Although Moon Man is a sci-fi comedy movie, there are many fantastic ideas, but the actual physical state of the moon should be considered as a whole. "We can refer to very few cases, even if the films have been released in the market, the number is not much. We have never encountered the effect in a vacuum environment before, for example, what is the effect of moon dust under vacuum and low gravity after the car is driven. "

Zhang Fan and his team can only simulate over and over again, and find all kinds of relevant documentary studies on science and education. "Especially the contents of the previous Apollo landing on the moon, one of which is how the moon dust was stirred up and how it fell after they landed on the moon."

However, the clarity of these materials is not high, and the team did not paint a tiger as a cat, but invested more time and energy in research, and finally let the audience experience the feeling of being immersed in the moon through the big screen.

If the moon environment is relatively realistic, then the unconstrained style in Mozart in Outer Space needs the description of the artists behind it.

Sound is invisible, but the director hopes to visualize it. "Sound propagates in waves in the air, and strong and weak will have different changes in the shape of waves. We will design from this point. For example, a bird flaps its wings, generates sound waves in the air, hits the building, and then bounces back. "

Li Shuai and the team conducted more than ten versions of the test in the early stage, and finally, the audience could see the sound of the city through ripples in every detail.

Mozart in Outer Space is not a science and education film after all, so we can’t make these details too rigid. "We let the sound enter the cochlea according to Xiaotian’s hobby of astronomy, and then through artistic processing, there is a feeling of spiral nebula, and then slowly let these sound waves unfold."

Match Hollywood’s progress

After The Wandering Earth and A Writer’s Odyssey, and after the technical exploration of these summer films, a more direct question is put before the public. Can the strength of the special effects team in China now rival Hollywood?"Technically, there is no problem," Li Shuai gave a very direct answer.

At the same time, however, more cruel problems lie ahead, such as the imperfect industrialization process and the lack of technical platform, which lead to the cycle and cost are still the key issues for special effects directors.

When the special effects team has accumulated a lot of technologies and various assets in the asset library with the advancement of one project, different projects are always faced with a new attitude.

In the early stage of shooting, Moon Man followed the virtual shooting technology of Mozart in Outer Space. "But there must be some temporary adjustments on the scene. (After the technology is used,) we can quickly achieve the desired results and upgrade at the same time."

The film has improved the animal hair skills of China’s special effects team. The team is in Moon Man. "There will be lessons, but kangaroos are short-haired, and they will definitely dig some details separately according to each project."

Every creation will grope for progress on the original basis. Even what Zhang Fan and Li Shuai are participating in, although the whole is still in the confidential stage, it can be revealed that "there are many new attempts".

　　BEIJING, Beijing, June 25 (Xie Yanbing, Liang Xiaohui) Zang Tiewei, spokesman of the the National People’s Congress Standing Committee (NPCSC) Law Commission, said in Beijing on the 25th that the third session of the 14th the National People’s Congress Standing Committee (NPCSC) will continue to review the draft law on barrier-free environment construction, and the third review draft of the draft intends to clarify that people’s governments at or above the county level should formulate targeted plans for the renovation of barrier-free facilities and organize their implementation.

　　On the same day, the National People’s Congress Standing Committee (NPCSC) Legal Affairs Committee held a press conference. Zang Tiewei said at the press conference that the draft law on barrier-free environment construction has been reviewed twice, and the three drafts submitted to the Standing Committee for consideration are proposed to be revised as follows:

　　First, it is added that the construction of barrier-free environment should be combined with the aging transformation.

　　Second, it is clear that people’s governments at or above the county level should formulate targeted renovation plans for barrier-free facilities and organize their implementation.

　　The third is to improve the regulations for installing elevators and other barrier-free facilities in existing houses. The range of residential buildings equipped with elevators and other barrier-free facilities is clearly defined as "existing multi-storey residential buildings in old urban communities", and at the same time, it is added that "giving play to the role of community grassroots organizations" and "strengthening communication and consultation" by house owners.

　　Fourth, increase the provisions on encouraging the preparation and publication of teaching books in Braille and low vision.

　　Fifth, expand the scope of places that provide barrier-free facilities, equipment and services to museums, cultural centers, science and technology museums and other places.

　　Sixth, improve the provisions for commodity producers and operators to provide labels and instructions in barrier-free formats.

　　Seventh, it is clear that the local standards for barrier-free environment construction shall not be lower than the relevant technical requirements of national standards.

　　Eighth, improve the regulations that encourage and support the development and application of related technologies. (End)

Li Weihong

　　On February 11th, 1958, the Fifth Session of the First National People’s Congress approved and promulgated the Chinese Pinyin Scheme. In the past 55 years, the implementation of Chinese Pinyin has achieved fruitful results. Chinese Pinyin has become an important tool for reading Chinese characters, learning Mandarin, cultivating and improving reading and writing abilities, an important basis for reforming and creating minority languages, and an important basis for compiling Braille, sign language, semaphore and signal language, which is widely used in Chinese literature sorting and retrieval, and models and codes in industrial and scientific fields. With the popularization of modern information technology, hanyu pinyin is widely used to input Chinese characters, and hanyu pinyin permeates all aspects of social life, which is indispensable for a moment. As an international standard for spelling names and place names in China, as an important basis for foreign languages to refer to China and express the concept of China, and as a cultural bridge for China’s foreign exchange, Chinese Pinyin is widely used in teaching Chinese as a foreign language, foreign exchange and other fields. As a scientific, convenient and practical language tool, Hanyu Pinyin has provided great convenience for the modernization and informatization of China’s economic and social life, made important contributions to eliminating illiteracy, popularizing education, developing science and technology and improving the level of informatization in China, and played an irreplaceable positive role in socialist modernization.

　　Standing at a new historical starting point, we should, in accordance with the requirements of the 18th National Congress of the Communist Party of China on language and writing, strive to implement the Law on the Common Language and Writing and the Outline of the National Medium-and Long-Term Reform and Development Plan for Language and Writing, conscientiously sum up the achievements and experiences in implementing the Hanyu Pinyin Program in the past 55 years, properly handle the problems existing in the use of Hanyu Pinyin under the new situation, and further intensify its implementation, so that Hanyu Pinyin can play a greater role in the new era.

　　First, the implementation of the Chinese Pinyin Scheme is an important language policy in China.

　　The creation of Hanyu Pinyin Scheme has a profound historical origin and a broad mass base. Chinese characters are not phonography, and the Chinese nation’s efforts to find a scientific and appropriate pinyin scheme for Chinese have never stopped since the direct pronunciation and reverse tangent. At the end of 19th century and the beginning of 20th century, some domestic intellectuals started the phonetic alphabet movement and created more than 20 pinyin schemes. On the eve of the May 4th Movement, the government of the Republic of China promulgated the stroke-type phonetic alphabet of Chinese characters, which played a certain role in helping literacy and pronunciation. In the 1920s, Qian Xuantong, Zhao Yuanren and others created "Romanization of Mandarin", and in the 1930s, Guo Zhisheng and Qu Qiubai created "Latin New Characters of Northern Dialect", but failed to form a unified romanization scheme. At the beginning of the founding of New China, in order to meet the needs of socialist economic, political and cultural development, the CPC Central Committee made a major decision to reform the language. From 1956 to 1958, the state established the "Chinese Pinyin Scheme Review Committee" and published the "Chinese Pinyin Scheme (Draft)", and the the State Council Plenary Session adopted the "Resolution on Publishing the Chinese Pinyin Scheme (Draft)". In February 1958, the Fifth Session of the First National People’s Congress officially passed and promulgated the Chinese Pinyin Scheme. "Chinese Pinyin Scheme" is the inheritance and development of the Chinese Pinyin movement since modern times, and it is a master of more than 1,000 suggested schemes at home and abroad in the development stage. Its Latin (Roman) alphabet form and the characteristics of "phoneticization" and "internationalization" conform to the historical trend.It embodies the vision and mind of the China government and people facing modernization, the world and the future. In today’s information age, the reason why we can input Chinese characters into the computer through Chinese Pinyin and search for the required Chinese information in the massive network database is due to the scientific pragmatism of the original developers, and also to the foresight of the older generation of proletarian revolutionaries such as Mao Zedong, Zhou Enlai, Chen Yi and Wu Yuzhang who personally asked and guided the development work.

　　The formulation and implementation of "Chinese Pinyin Scheme" has always been an important content of language and writing work in China. As an important language policy in China, the formulation and implementation of the Chinese Pinyin Scheme has always been highly valued by the party and the state. In 1958, Premier Zhou Enlai defined the basic framework of the language and writing policy of the new China in his report "Tasks of Current Chinese Character Reform", and put forward three major tasks: sorting and simplifying Chinese characters, popularizing Putonghua, and formulating and implementing the Chinese Pinyin scheme. In 1986, the state held a national conference on language and writing work, which determined the guidelines and five tasks of language and writing work in the new period, and "further promoting the Chinese Pinyin Scheme and studying and solving related problems in practical use" ranked third. In 1997, the state held the second national conference on language and writing work, which determined the guiding ideology and goal of cross-century language and writing work. "Continuing to implement the Chinese Pinyin Scheme and expanding the scope of use" is still one of the four main tasks. In 2000, the 18th meeting of the 9th the National People’s Congress Standing Committee (NPCSC) deliberated and passed the Law of People’s Republic of China (PRC) on the National Common Language and Characters, which confirmed the legal status of the Chinese Pinyin Scheme as a "spelling and phonetic tool" for the national common language and characters. In 2012, the Outline of the National Medium-and Long-term Reform and Development Plan for Language and Writing set the working goal by 2020, and clearly pointed out that "Chinese Pinyin should play a better role".

　　The popularization of Hanyu Pinyin Scheme benefits from the strong support and guarantee of China’s language policies and regulations. Over the past 55 years, the state has taken various measures to promote the Chinese Pinyin Scheme. First, a series of norms and standards supporting the Hanyu Pinyin Scheme have been formulated and promulgated, such as Basic Rules for Orthography of Hanyu Pinyin, Rules for Spelling Hanyu Pinyin Letters of China Place Names, Transliteration and Transliteration of Hanyu Pinyin Letters of Minority Place Names, Spelling of Hanyu Pinyin Letters of China Names, and General Keyboard Representation Specification of Hanyu Pinyin Scheme, so as to facilitate social application. Second, through a series of policies, decrees and normative documents, clear requirements have been put forward for standardizing the use of Chinese Pinyin in the fields of press and publication, place name signs, sports activities, shop plaques and commodity packaging, and efforts have been continuously intensified. Third, we should persist in the teaching of Chinese Pinyin in the basic education stage, extensively carry out the teaching experiment of "Phonetic Literacy, Reading and Writing in Advance", and strive to improve the Chinese Pinyin ability of the people. At present, more than 1 billion people in China have mastered Chinese Pinyin.

　　The Chinese Pinyin Scheme is not only from China, but also from the world. In 1977, the Third United Nations Conference on the Standardization of Geographical Names held that "the Chinese Pinyin Scheme is perfect in linguistics, and the Roman alphabet spelling of geographical names in China is the most suitable", and adopted the resolution of "adopting Chinese Pinyin as the international standard for the Roman alphabet spelling of geographical names in China". In 1979, the United Nations Secretariat decided to adopt Chinese Pinyin as the standard for transliteration of China names and place names in various Roman alphabets. In 1982, the International Organization for Standardization adopted the Chinese Pinyin Scheme as the international standard for the spelling of Roman letters in Chinese documents. The governments of Singapore and Malaysia have adopted the Chinese Pinyin Scheme as the Pinyin Scheme for their own Chinese. China’s names, place names and other proper nouns spelled in Chinese Pinyin are absorbed in English and other Roman alphabets. Authoritative tool books published in Britain, the United States and other countries include a large number of such words. Maps published in Britain, Germany and other countries use Chinese Pinyin to spell China’s place names, and the Library of Congress and libraries in some European countries use Chinese Pinyin to spell Chinese book catalogues.

　　"Chinese Pinyin Scheme" is the crystallization of the wisdom of several generations of the Chinese nation, a representative achievement in the history of China’s cultural development, and an important achievement in the cultural construction of new China. It benefits the society and the whole people and has far-reaching influence.

　　Two, to further expand the scope of application of "Chinese Pinyin Scheme", improve the standardization level of application.

　　At present, with the rapid development of Chinese information technology, the teaching of Chinese as a foreign language is in the ascendant, and the inheritance, promotion and dissemination of Chinese culture, it is expected that Chinese Pinyin will play a greater role and help realize the "Chinese Dream" of national rejuvenation. It is necessary to further strengthen the implementation of the Chinese Pinyin Scheme according to law and improve the standardization level of its application. Specifically, we should do the following work:

　　First, strengthen the teaching of Chinese Pinyin. It is necessary to resolutely implement the provisions of the Law of the State on Common Languages and Characters that "Chinese Pinyin should be taught in primary education", to ensure that the educated can master Chinese Pinyin and apply it to all aspects of Chinese learning, information retrieval and processing, and to strengthen teacher training, supervision and inspection. We should actively explore ways and means to bring Chinese Pinyin into the national lifelong education system, so as to benefit the elderly who failed to receive Chinese Pinyin teaching in primary education. We should also vigorously promote the teaching of Chinese as a foreign language for different countries, regions and languages, and give full play to the role of Chinese Pinyin in Chinese teaching.

　　Second, strive to expand the use of Chinese Pinyin. On the basis of existing achievements, we should seriously think about how to make the Hanyu Pinyin Scheme further serve the "informatization" and "internationalization" and how to help spread Chinese culture. It is necessary to give full play to the function of Chinese Pinyin in accurately and conveniently expressing China’s unique things, concepts and ideas in foreign languages. It is expected that Chinese Pinyin will be directly used to spell China’s names, places and unique concepts such as Confucius, Tibet and Putonghua in foreign exchanges, and that more and more similar words such as Fuwa, Haibao and Chang ‘e will be used in foreign exchanges. At the same time, we should realize that the global, intercontinental and international languages that have been widely used in the world belong to all mankind, so we should take the initiative to enrich the expressions of these languages through Chinese Pinyin and create cultural wealth belonging to all mankind together with people of all countries and nationalities in the world.

　　Third, strengthen management according to law. Governments at all levels and their relevant departments should fully implement the language policy of "Hanyu Pinyin Scheme", abide by relevant national laws, regulations and standards, and actively promote and use Hanyu Pinyin. We should adhere to the "Chinese Pinyin Scheme" as a unified standard for the spelling of Roman letters in China’s names, place names and Chinese documents, take effective measures to strengthen supervision and inspection, and correct irregularities in application; It is necessary to gradually improve the standardization of the use of Chinese Pinyin in Chinese information processing, social public services and other fields.

　　Three, in-depth study, properly handle the relevant issues in the application of "Chinese Pinyin Scheme"

　　In the past 55 years, great achievements have been made in the implementation of the Chinese Pinyin Scheme, but there are still some problems in understanding and practical use, which should be paid attention to and properly handled.

　　First, we should properly handle the relationship between Chinese Pinyin and Chinese characters. The Chinese Pinyin Scheme is not a written scheme, and the Law of the State on the Common Language and Characters clearly stipulates that the Chinese Pinyin Scheme is a spelling and phonetic tool for the common language and characters in the country, and "is a unified standard for the spelling of Roman letters in Chinese names and place names and Chinese documents, and is used in areas where Chinese characters are inconvenient or unusable". Chinese Pinyin will not replace Chinese characters, and Chinese characters will not take the road of Pinyin. In the past 30 years, China’s Chinese character policy has always been to "maintain the relative stability of Chinese characters in a certain period of time and promote the standardization, standardization and informationization of Chinese characters". Language and writing departments should take the initiative to do a good job in relevant publicity work, so that the society can fully realize that the Chinese Pinyin Scheme is an auxiliary tool for the national common language, which mainly helps Chinese characters to play a role in aircraft frequency, train number, product model, phonetic sorting and retrieval of Chinese characters, and in situations where it is inconvenient or impossible to speak Chinese characters such as names and places in China in foreign languages.

　　Second, we should properly handle the relationship between Chinese Pinyin and foreign languages. Chinese Pinyin is a phonetic spelling tool for Chinese common language, not a foreign language. Correctly using Chinese Pinyin according to law and properly handling the use of Chinese Pinyin and foreign languages are related to the sovereign dignity of the country. If you need to mark the Roman alphabet, you should spell it according to the Chinese Pinyin Scheme, and you can’t use Chinese Pinyin according to the habits of foreign languages. For example, when spelling China names, you should put "surname" before "first name". On the other hand, we should also realize that with the deepening of China’s reform and opening up and the increasing frequency of international exchanges, it is not only the hospitality of our country with a history of 5,000 years of civilization, but also the inevitable requirement of China’s "opening to the outside world and integrating into the world" to provide foreign language services in the field of public services to facilitate their work, study and life. Therefore, we must make overall plans and properly handle the relationship between "safeguarding sovereignty" and "providing services", strengthen the research on related issues, clarify the different functions and usage occasions of Pinyin and foreign languages, and reverse the current chaotic phenomenon of nonstandard and inconsistent use of Pinyin and foreign languages.

　　Third, efforts should be made to study and solve relevant technical problems in practical use. According to the National Law on Common Languages and Characters, the Chinese Pinyin Scheme is not only a phonetic notation tool, but also a spelling tool. However, it should be noted that the achievements made in the implementation of the Chinese Pinyin Scheme in the past 55 years are mainly reflected in the function of "phonetic notation for Chinese characters", but the function of "spelling Putonghua" has not been fully and effectively exerted, and the research on related issues is also insufficient. The difference between spelling and phonetic notation is not only that the object of spelling is language, but that of phonetic notation is text; Moreover, spelling needs orthography, such as letter case, word segmentation, punctuation usage and other requirements of the text. In practical use, many people use phonetic notation to spell Chinese characters, which has some problems, such as no word segmentation and hyphenation, and incorrect use of case and case. Therefore, it is necessary to strengthen research and properly handle some problems in the orthography of Chinese Pinyin, such as word segmentation, idiom spelling, proper noun spelling and tone marking. In addition, efforts should be made to study and deal with a series of problems, such as how to take care of social habits in the pronunciation of the names of Chinese pinyin letters, how to coordinate the writing style of Chinese pinyin letters with related foreign letters, whether to use two spellings or three spellings in pinyin teaching, and how to express foreign or foreign proper nouns in Chinese pinyin. Only by solving these problems, further improving the efficiency of the use of Chinese Pinyin and perfecting the functions of Chinese Pinyin can it be conducive to the further implementation of the Chinese Pinyin Scheme.

　　The formulation of "Chinese Pinyin Scheme" is a pioneering work of language and writing in China. Over the past 55 years, the state has carried out a lot of fruitful work and achieved brilliant achievements in promoting Chinese Pinyin. At present, social informatization and economic globalization provide a broader and deeper application space for Chinese Pinyin. At the same time, there are still many problems in the implementation and application of Chinese Pinyin, which can not meet the needs of China’s economic construction and social development. For example, due to insufficient publicity and implementation, there are still some people in society who don’t understand the nature and function of Chinese Pinyin and can’t fully understand its scientific, practical and wide application prospects; Some localities and schools ignore and weaken the teaching and scientific research of Chinese Pinyin. In social application, the use of Chinese Pinyin is not in accordance with the relevant rules, and spelling mistakes and irregularities are common; In some fields, the phenomenon of not using Chinese Pinyin or replacing Chinese Pinyin with foreign languages has also occurred from time to time in violation of national regulations and standards. The above situation shows that in the face of the new situation of language and writing work, we must further strengthen the promotion of Chinese Pinyin, expand its application scope, constantly improve the relevant application rules, improve the popularity of Chinese Pinyin, and enhance the standardization level of Chinese Pinyin application.

　　As the competent department of the national language and writing work, the State Language Commission will take the opportunity of commemorating the 55th anniversary of the promulgation of the Chinese Pinyin Program to thoroughly implement the Law on the National Common Language and Writing, comprehensively promote the legalization, standardization, standardization and informatization of the national common language and writing, further strengthen the planning guidance, management supervision and scientific research on the implementation of Chinese Pinyin, and promote Chinese Pinyin to make due contributions to building a well-off society in an all-round way and realizing the Chinese dream.

Brand has existed for centuries, and its emergence marks the maturity of the concept of commodity exchange. It can be said that the appearance and development of brand is a social and economic phenomenon and the product of the development of commodity economy to a certain stage.

1. Development history of foreign brands

Brand development in western countries has roughly experienced four periods:

(1) primitive period. Before the invention of movable type printing in 1450, the brand developed in a primitive and unconscious state. However, people have unconsciously applied the concept of brand in business activities. At that time, with the prosperity of economy and the increase of business activities, people began to spread brands by word of mouth.

(2) the germination period. Before the industrial revolution, brand development was in its infancy. At that time, it mainly paid attention to the labeling of products or producers, so it was also called the labeling period. For example, in the western United States, the earliest entrepreneurs (that is, big farmers) branded the company’s logo on the buttocks of animals, and used such an indelible mark to show his ownership of the assets of animals. Since then, the brand has the function of distinguishing from other people’s goods.

(3) growth period. At the end of 18th century and the beginning of 19th century, or after the industrial revolution, western countries experienced rapid economic development, increased products and intensified competition, and brand development entered the growth period or trademark period. The biggest feature of brand development in this period is that enterprises generally attach importance to trademark registration.

The industrial revolution made the machine industry replace manual production, and the manufacturing industry was more developed. In order to strengthen the protection of brands, the trademark system came into being, and brands in the modern sense came into being. Starting with the first car with horizontal bar engine made in Germany in 1886, Coca Cola was born in 1886, Gillette shaver appeared in 1895, Kodak brand was born in 1898, Ford Model T came out in 1908, Boeing brand quietly landed in 1917, Marlboro brand came out in 1924, Nestle coffee came out in 1938, and a number of brands gradually developed and grew.

At the beginning of the 19th century, the earliest legal provisions on trademarks appeared in France. Subsequently, Britain, the United States, Germany and Japan have also promulgated their own trademark laws. Trademark system is popular all over the world, and brands have been recognized and guaranteed by law.

(4) maturity. At the end of 19th century and the beginning of 20th century, the role of brand as an important means of competition gradually emerged. Especially after the Second World War, with the rapid development of science and technology, high technology is widely used in production, enterprise groups are maturing, consumer demand is changing with each passing day, and enterprise competition is unprecedented fierce, thus ushered in the so-called "brand economy" era, and brand development has entered a mature period or brand period. The globalization trend of brand communication is obvious, but it has national characteristics. A large number of brands with unique connotations and advanced concepts have been born, and the research on brands has been deepened day by day. During this period, famous brands such as KFC, McDonald’s, Disney, Toyota, Hitachi, Panasonic and Sony appeared, which has entered the era of brand competition.

2. The development stage of foreign brands

Looking at the development history of foreign brands, it can be summarized into four stages, namely, the formal brand stage, the legal brand stage, the famous brand stage and the commercialized brand stage.

(1) The formalization stage of the brand. In the stage of brand development, the first is the formalization of the brand. From a formal point of view, a brand is a symbol. Since ancient times, people have marked their own livestock with unique marks to distinguish them from other people’s livestock. In English, the word "Brand" means to stamp, indicating the origin and manufacturer of a product or service. In the early days, people widely used formal brands, which started with all kinds of craftsmen marking their products to distinguish them from those made by others. At this stage, when people understand the brand, they only regard it as a form of symbol and mark, so that consumers can distinguish the origin and source of the product through this symbol. This symbol ensures that the product is provided by the same supplier with the same quality and characteristic level, and after the product is sold, it can make the buyer identify the manufacturer of the product and facilitate repair and replacement. This kind of formalized brand also has certain binding force on other product manufacturers, and to some extent, it has played a role in preventing its own products from being counterfeited by others.

(2) The legalization stage of the brand. The significance of brand legalization lies in brand trademark, and brand has become an integral part of intellectual property rights. According to the development of commodity economy and fierce market competition, many western countries have promulgated and promulgated trademark laws and related brand protection regulations, which makes the concept of brand clearly defined in law. Therefore, the brand of goods and services can be protected by law, and the word brand is also reflected in relevant laws. Legalization of brand shows in the legal sense that after the brand is registered, the owner and franchisor of the brand get the protectable property, and can also prevent others from impacting, counterfeiting and hurting. In 1803, France introduced the world’s earliest brand-related law, the Law on Factories, Workshops and Workshops, which defined counterfeiting other people’s trademarks as the crime of forging documents without permission and punished it. The United States began to implement the Federal Trademark Regulations of the United States of America in 1870; Germany also promulgated the Trademark Protection Law in 1874, which made the brand development enter the era of legalization. Brand-related laws that have been recognized and implemented around the world mainly include the Paris Convention for the Protection of Industrial Intellectual Property Rights, which was promulgated and implemented on March 20th, 1883, and the madrid agreement concerning the international registration of marks, which was promulgated and implemented on April 14th, 1891. China is also a member of these two conventions and agreements.

(3) the brand-name stage of the brand. After World War II, great changes have taken place in the world economy, scientific and technological progress has promoted the rapid development of productive forces, people’s material and cultural living standards have been greatly improved, consumers have changed from meeting basic physiological needs to pursuing higher psychologically and spiritually, paying attention to the expression and development of individuality, and there are abundant commodities in the market, and the differences in quality, performance and price of commodities have gradually narrowed. At the same time, due to the joint action of various modern media, the spread and diffusion of commodity brands are more effective and fast, which promotes and influences consumers to form the concept and value trend of brand-name consumption, and the outstanding performance of brand-name products in the market has brought rich super-value profits to enterprises. The demonstration effect of brand-name consumption is to cause people to chase brand-name goods all over the world. During this period, brand has become the focus of market competition among enterprises.

Brand-name brand has become the goal and direction of brand development for all enterprises. Brand-name brand is an outstanding brand among many brands. Brand-name brand goods are symbols of high-quality products and services. They occupy the market and conquer the high-quality goods of users and consumers with their outstanding performance and the appearance of appealing to both refined and popular tastes. From the market performance, the famous brand indicates that the enterprise’s labor is highly recognized by the society, reflects the trend of consumer psychological preference and cultural taste, is the unity of social material and spiritual values, and is the biggest feature of modern social consumption concept and cultural value orientation. During this period, many famous brands began to appear in various markets around the world, such as Coca-Cola drinks in the United States, Kodak films, Ford cars and Toyota cars in Japan. Famous brands have become a powerful weapon for enterprises to participate in international market competition in this period.

(4) the commercialization stage of the brand. When the world began to pay close attention to intellectual property rights, enterprise merger and brand export, and the implementation of franchising and other management, the formal meaning, legal attributes and branding of the brand could not fully explain the true meaning of the brand. It can be said that the nature of the brand has changed suddenly, that is, the brand has the characteristics of general commodity value and exchange function, and the commodity attributes of the brand have emerged. A brand is a commodity, which has the general attributes and characteristics of a commodity, and its development has entered the era of brand commercialization. Enterprises with brands pay more attention to the connotation of the brand and the intangible assets value of the brand itself.

When marketing activities are carried out, brands are integrated into business assets as intellectual property and intangible assets of enterprises. When enterprises merge and expand, brand assets have become an important asset composition of asset merger and reorganization. Even the brand can be auctioned as an independent asset when the enterprise goes bankrupt. For example, the famous British car brand manufacturer "Rolle Period-Roy Period" was transferred to the German Volkswagen Company at a price of hundreds of millions of pounds during the merger of the enterprise. Developed countries make use of the commodity characteristics of brands to export brands to developing countries in the international market, and adopt the way of licensing brands as an investment in local enterprises, implement franchising and realize the brand expansion strategy. For example, in many Coca-Cola production plants and filling lines around the world, the Coca-Cola Company has no direct investment, but only provides licenses for the use of Coca-Cola stock solution and Coca-Cola brands, and enterprises that use brands have to pay a considerable amount of brand use fees every year. Another example is the licensee who uses McDonald’s brand. In addition to the initial cost of about 600,000 US dollars, he will also pay McDonald’s brand service fee and brand use fee, which account for 11.5% of its operating income. It can be said that the era of brand commercialization has arrived. (The author is a member of the writing team of Brand Innovation)

Sydney: From the first day to the fifteenth day, every day is the taste of New Year.

Sydney Opera House

New year’s goodsYou may not believe it, but in Sydney, the Spring Festival is very strong. In Sydney’s Chinatown, there are all kinds of Chinese restaurants, pastry shops and handicraft shops. Whether it’s Spring Festival couplets, lanterns, Chinese knots, or traditional China cuisine, you can basically buy them, so don’t worry about the new year.

Red envelopes for lucky money

Old customsIn addition to the official Spring Festival series in Sydney, there are many activities in major Chinese areas. Since the 25th of the twelfth lunar month, various activities have been staged in Sydney. On New Year’s Eve, the Sydney Opera House and the Harbour Bridge will become the most beautiful red, followed by New Year’s Eve and grabbing red envelopes.

On New Year’s Day, you can listen to a free China concert brought by the Sydney Conservatory of Music and famous tenors. You can enjoy a difficult lion dance performance; During the Spring Festival, Sydney also invited some calligraphers to show off the charm of calligraphy. On the second day of New Year’s Day, there are special events in the Art Museum during the Spring Festival. On the fourth day of the first month, there is a red envelope distribution activity at the Sydney fish market. It’s time to start exercising your hand speed. On February 8, there was also an LED lion dance show at the Circular Pier. The China Cheongsam Show on February 9th can take you through time.

[New Year’s Eve]On New Year’s Eve, in order to tie in with the Spring Festival, many restaurants in Sydney have launched "New Year’s Eve". No matter western food or buffet, China elements are added to their menus. Families who don’t want to do it themselves at home can go to the restaurant to have a look.

Singapore: Preparing New Year’s Eve dinner at home is even more delicious.

Singapore Chinatown Plaza

[new year’s goods]】 In the Spring Festival, the legal holidays here are two days, that is, the first day and the second day. Chinatown in Singapore is called Chinatown. When the Chinese New Year is coming, there are many people selling New Year’s goods there. You can see Spring Festival couplets, lighting, desserts, preserved ducks and dried fruits.

Chinese knot with auspicious meaning

Old customsOn January 26th, in Chinatown Square, the lion dance competition has already started. There are more than 10 pairs of top lion dance teams, who show their talents on the plum blossom pile and try their best to compete for the plum blossom award. Next, at Xinqiao Road and Yudongxuan Street, local and overseas art groups will jointly perform, which is the highlight of the New Year every year. You can also see the lighting display for seven weeks in a row, which is very suitable for taking a concave photo.

People go shopping in Chinatown Square to buy new year’s goods.

At the Spring Festival party in Chinatown, you can see the atmosphere of Chinese New Year singing and dancing. At the New Year’s Eve party, you can also see new media artists interacting with the audience through Chinese New Year songs, short videos and games to welcome the arrival of the New Year. On the evening of February 17th, there will be a large-scale street performance famous in Asia, which will be staged in Chinatown on the weekend of Lantern Festival. Float parade and makeup parade will bring the New Year celebration to a more joyful situation. According to local people, fireworks can be set off at mbs on the night of the Spring Festival, and many people will go to see it.

New year lion dance custom

[New Year’s Eve]As for the New Year’s Eve dinner, many Chinese will want to eat it at home, buy food and cook for jiaozi. On the one hand, we respect China’s traditional customs; on the other hand, it is difficult to change our living habits for so many years. The whole family gathers together to cook and eat, which is more festive.

Vietnam: Chinese New Year is still a celebration.

New year’s goodsThere is not much difference between Vietnamese new year’s goods and Chinese’s new year’s goods. In addition to selling New Year’s pictures and oranges, there are all kinds of red envelopes and gold-lettered Spring Festival couplets on the street. For the families of the Yue nationality, there are three kinds of decorations during the Spring Festival: a bunch (or a big one) of budding peach blossoms, a bonsai of kumquat and a "five-fruit pot" filled with fruits of various species. It is said that these three things indicate good luck, peace and prosperity in the New Year.

Wuguopen

Old customsVietnamese people have the custom of standing up banners and eating zongzi on New Year’s Eve. They use a bamboo pole, trim the top bamboo leaves, and hang red banners and wind chimes on it. It is said that the noise made when the wind blows will scare away ghosts. With regard to zongzi, it is necessary to be round and square. The so-called round place is considered as a symbol of joy. Interestingly, this kind of zongzi is very big, usually weighing 2 to 2.5 kilograms.

On the morning of the first day of the lunar new year, every family should worship their ancestors, and at the same time, they should also worship the land, the kitchen god and the ancestors of the hundred artists. Generally, there are zongzi and braised fish as sacrifices. Children should pay New Year greetings to the adults and the elderly at home, and adults will give them lucky money.

Burn incense and worship during the New Year.

In addition, there are many recreational activities, such as singing and dancing, performing plays, dragon and lion dances, etc. However, there are many taboos on the first day of the lunar new year, such as not borrowing things, not collecting debts, not doing farm work and so on. If a family travels, they can choose to visit the New Year’s Fair, such as Guangbo Flower Market, Grapefruit Market and Xingjie Ma Antique Market.

A lively dragon and lion dance team in the street.

[New Year’s Eve]This year’s New Year’s Eve dinner is just eating out. It’s basically the same in recent years. Book a private room in a hotel, and then the family will be happy. Usually, everyone is very busy at work. When taking advantage of the New Year’s Eve dinner, exchange more feelings.

Malaysia: New Year’s Eve hot pot is booming.

New year’s goodsIn Malaysia, the Lunar New Year is a legal holiday for all citizens, and the annual flavor is very strong. Malaysia is a country with relatively complete preservation of Chinese culture in the world, and the celebration customs in cultural festivals have inherited the beauty of Chinese culture for 5,000 years. New Year’s cakes are cakes used by Malaysian Chinese in the New Year. They are essential for offering sacrifices to the gods in the New Year, almost equivalent to the symbol of the New Year, and are essential new year’s goods for the New Year. In addition, Malaysia’s Jiabi, shaped like an egg roll, was originally a traditional cake food of Malays, and later it was subtly integrated into Chinese families and became a necessary festive food for Chinese New Year.

【Old customs]Speaking of Malaysia’s distinctive Spring Festival activities, the first one is of course "fishing for a living". Fishing for fish is a popular New Year custom of Han nationality in Nanyang area, especially in Hong Kong, Singapore and Malaysia. Colorful raw fish have colorful and brilliant intentions, and the name "fishing raw fish" also means "wind and water" and "fishing more and more prosperous"

Laosheng

Under normal circumstances, local people will also eat potted vegetables, which are made of more than a dozen raw materials through more than a dozen cooking methods, such as frying, frying, burning and boiling. These specially treated potted vegetables are packed in a round basin, which represents round and round.

On the first day of the lunar new year, many relatives will have dinner together. If you are unmarried, you can get a red envelope from your elders.

On the Lantern Festival, people will throw oranges to find a good match. This is the custom of Fujian beauty looking for a husband. Now it has evolved into a New Year’s festival for all people to entertain. On the Lantern Festival, people throw fruits at the sea and lakes, while women throw oranges and men throw bananas for people who are destined to salvage.

Hotpot New Year’s Eve dinner

[New Year’s Eve]In Malaysia, it is a trend to eat hot pot on New Year’s Eve. Putting a burning stove under the table means a prosperous family and a reunion. Put money by the fire and hope everything goes well. The family sat around eating steaming hot pot, expecting a prosperous new year.

If you spend the Spring Festival in Southeast Asian countries, you can talk about your Spring Festival customs, New Year’s Eve dinner and delicious new year’s goods ~

    The State Council Information Office will hold a press conference in the press room of the State Council Information Office at 10 am on Tuesday, January 13th, 2015. Zheng Yuesheng, spokesperson of the General Administration of Customs and director of the General Statistics Department, will introduce the import and export situation in 2014 and answer questions from reporters.

    [Zheng Yuesheng, spokesperson of the General Administration of Customs and director of the General Statistics Department]2014 is the first year of China’s comprehensive deepening reform. In the past year, the world economy was still in a period of deep adjustment after the international financial crisis, and domestic economic development entered a new normal. Under the correct leadership and unified deployment of the CPC Central Committee and the State Council, various reforms in the foreign trade field were steadily advanced, and various regions, departments and foreign trade enterprises conscientiously implemented policies and measures to promote the stable growth of foreign trade. China’s foreign trade has continued to grow steadily and its operation has remained within a reasonable range. At the same time, China’s foreign trade import and export has also made positive progress in improving quality, improving efficiency and optimizing structure.

According to customs statistics, in 2014, China’s total import and export value was 26.43 trillion yuan, an increase of 2.3% over 2013. Among them, the export was 14.39 trillion yuan, up by 4.9%; Imports were 12.04 trillion yuan, down 0.6%; The trade surplus was 2.35 trillion yuan, up 45.9%. In dollar terms, in 2014, China’s import and export, export and import increased by 3.4%, 6.1% and 0.4% respectively.

The main situation of China’s foreign trade import and export in 2014. First, the growth rate of import and export is stable and positive. In the first quarter of 2014, China’s import and export value was 5.9 trillion yuan, down 3.8%; In the second quarter, the import and export was 6.5 trillion yuan, an increase of 1.7%; Import and export in the third quarter was 7 trillion yuan, up by 7.1%; In the fourth quarter, imports and exports reached 7 trillion yuan, up 4%. Among them, exports decreased by 6.1% in the first quarter, increased by 3.4% and 12.7% in the second and third quarters respectively, and increased by 8.7% in the fourth quarter; In terms of imports, it decreased by 1.3% in the first quarter, remained basically the same in the second quarter, increased by 0.8% in the third quarter and decreased by 1.6% in the fourth quarter.

2. General trade grew steadily, while processing trade grew steadily. In 2014, China’s general trade import and export was 14.21 trillion yuan, up 4.2%, accounting for 53.8% of China’s total import and export value in the same period. In the same period, the import and export of processing trade was 8.65 trillion yuan, up 2.8%, accounting for 32.7%.

3. Bilateral trade with the EU and the United States grew steadily, trade with Japan and Hong Kong declined, and trade with emerging markets performed well. In 2014, the European Union, the United States, ASEAN, Hong Kong and Japan were my top five trading partners. Among them, my bilateral trade volume with the EU and the United States was 3.78 trillion yuan and 3.41 trillion yuan respectively, up by 8.9% and 5.4% respectively. The bilateral trade volume with Hong Kong and Japan was 2.31 trillion yuan and 1.92 trillion yuan respectively, down by 7.2% and 1% respectively. In the same period, China’s bilateral trade volume with ASEAN, Africa, Russia, India and other emerging markets was 2.95 trillion yuan, 1.36 trillion yuan, 585.19 billion yuan and 433.55 billion yuan, up 7.1%, 4.3%, 5.6% and 6.8% respectively.

4. The import and export of private enterprises and foreign-invested enterprises increased, while the import and export of state-owned enterprises declined slightly. In 2014, the import and export of private enterprises was 9.13 trillion yuan, an increase of 6.1%, accounting for 34.5% of China’s total import and export value in the same period. In the same period, the import and export of foreign-invested enterprises was 12.19 trillion yuan, up 2.4%, accounting for 46.1%; The import and export of state-owned enterprises was 4.59 trillion yuan, down 1.3%, accounting for 17.4%.

5. Exports of mechanical and electrical products and traditional labor-intensive products grew steadily. In 2014, the export of mechanical and electrical products in China was 8.05 trillion yuan, an increase of 2.6%, accounting for 56% of the total export value. In the same period, the export of seven categories of labor-intensive products, such as textiles, clothing, luggage, footwear, toys, furniture and plastic products, was 2.98 trillion yuan, up by 4%, accounting for 20.7%.

6. Imports of consumer goods accelerated, while imports of major commodities increased in price and fell. In 2014, China’s imports of consumer goods reached 936.27 billion yuan, up by 14.9%, which was significantly faster than the overall growth rate of China’s imports in the same period, accounting for 7.8% of China’s total imports in the same period. In the same period, the import volume of major commodities maintained growth, including 930 million tons of imported iron ore, an increase of 13.8%; Imported crude oil was 310 million tons, up by 9.5%; 71.399 million tons of soybeans, an increase of 12.7%; 14.432 million tons of steel, an increase of 2.5%; 4.825 million tons of copper, an increase of 7.4%. In addition, imported coal was 290 million tons, down by 10.9%; Imported refined oil was 29.997 million tons, down by 24.2%. In the same period, the import prices of China’s imported commodities generally fell, with the average import price of iron ore falling by 23.4%, crude oil by 6.1%, coal by 15.2%, refined oil by 4.6%, soybean by 6.8% and copper by 6.1%.

Seven, foreign trade export leading index fell for the third consecutive month. In December, China’s foreign trade export leading index was 40.1, down by 0.7 compared with November, the third consecutive month of decline, the lowest point since December 2013, indicating that China’s export growth is still facing certain pressure in the first quarter of this year.