The 27-year-old Ivan Toni is once again caught in a transfer rumor. On November 1st, the British Evening Standard revealed that Chelsea and Arsenal, the two giants in the Premier League, are competing and hope to sign Tony in January next year. Brentford offered Tony a price of 80 million pounds, and the players sought to leave the team and play for a better club.

There is no doubt about Ivan Tony’s ability. In the Premier League in 2022-23, Tony scored 20 goals, ranking third in the top scorer list, only behind Harland (36 goals) and Kane (28 goals). During his Premier League career, Tony scored 32 goals in 68 games, and his efficiency was not bad. However, Tony got into big trouble: he bet on a football match, was banned by the FA for eight months, and will be released on January 17th next year.

The Evening Standard pointed out that brentford was willing to sell Ivan Toni for 80 million pounds. Objectively speaking, this price tag is somewhat inflated: Tony’s contract is only one and a half years, the player’s valuation in Germany is 30 million pounds, and he has not played a formal game for half a year.

There is no room for a big bodhisattva in a small temple. For his future, Ivan Tony is very clear: he wants to leave brentford and go to an "elite club". To this end, Ivan Toni also changed his agent and let Banert (who used to be Bell’s agent) handle his own transfer.

According to the analysis of the Evening Standard, both Arsenal and Chelsea intend to make moves in January next year:

Arsenal’s goal is still to compete for the Premier League title. If a scorer with 10 goals in the middle of the game is introduced in January, it will be of great help to the championship. Although Arsenal have Jesus and Nketiya, they are not prolific centers. Arsenal manager Artta appreciates Ivan Toni’s scoring ability. This summer, Arsenal spent 200 million pounds to bring in Tony in the winter window. The Gunners need to sell players to raise funds first.

Chelsea, with deep pockets, also intends to supplement the front line. Chelsea spent 1 billion pounds, completely overthrown and rebuilt, and there was not much improvement. This season, the Premier League only scored 12 points in 10 games and scored only 1.3 goals per game. In January next year, Jackson will play in the African Cup of Nations. Chelsea, which was originally weak in attack, needs Tony’s help.

Tony, who returned from the ban in January, hopes to complete the transfer in the winter window, seize the opportunity of half a year, strive for more goals, win the trust of English coach southgate and be selected for the European Cup 2024. As an excellent striker in the Premier League, Tony has only played for England once, which is not in line with his strength.

Football is a sport in which the feet are the mainstay, the ball is controlled and dominated, and two teams attack and defend each other on the same rectangular court according to certain rules. Football is called "the first sport in the world" because of its strong antagonism, changeable tactics and large number of participants.

Here are some knowledge about football:

01

The origin of football

The predecessor of modern football originated from the ball game "Cuju" in Zizhou, Shandong Province (now Zibo City) in ancient China, and was later spread to Europe by Arabs from China, and gradually evolved into modern football.

Modern football originated in England.

In 2005, in the closing ceremony of the centenary celebration of FIFA, Linzi, Shandong Province, China was officially declared as the origin of world football.

The picture above shows the ancient Cuju map of China.

02

ancient football

The origin of football can be traced back to the ancient ball game Cuju in China. Cuju’s original name was "Tuju", and the word Cuju first appeared in Historical Records Biography of Bian Que Canggong, while Cuju was called the ancient football in China. In the Western Han Dynasty, writers Liu Xiang and Liu Xin and his son wrote in their personal works Bielu and Qilue: "Cuju players are rumored to be made by the Yellow Emperor." By the Tang and Song Dynasties, Cuju had become very popular and became an elegant activity in the court. This ball game was later introduced to Europe from China by Arabs.

03

Modern football day

October 26, 1863

On October 26th, 1863, several football fans met at the Fremason Hotel in Queen’s Street, London, England, and discussed and established the English Football Association, which was the first football association established in the history of world football, and its establishment marked the birth of modern football.

04

The "four" firsts in football

In 1848, the Cambridge Rules, the first written rule in the history of football, was born.

On October 26th, 1863, England established the first football association in the world, and unified the competition rules of football.

In 1872, the first official match between football associations was held between England and Scotland.

In 1900, in the Second Summer Olympic Games, football was included as an official event.

05

Football playing field

one

Venue area: The venue should be rectangular, with a length of no more than 120m or less than 90m and a width of no more than 90m or less than 45m (the venue for international competitions should be no more than 110m or less than 100m and no more than 75m or less than 64m). In any case, the length must exceed the width.

2

Line drawing: The competition venue should draw clear lines according to the plane drawing, the line width should not exceed 12 cm, and no V-shaped grooves should be made. The longer two lines are called sideline and the shorter one is called goal line. Draw a line across the court in the middle of the court, which is called the center line. The center of the site should be marked clearly, and a circle with this point as the center and a radius of 9.15m should be drawn, which is called the middle circle. On each corner of the site, a flat-topped flagpole with a height of not less than 1.50 meters should be erected, and a small flag should be tied on it; Similar flags and flagpoles can be erected on one side and at least 1 meter away from the sideline of the center line on both sides of the field.

three

Goal area: On the goal line 5.50 meters away from the inside of the goal post at both ends of the competition field, draw a line with a length of 5.50 meters perpendicular to the goal line into the field, with one end connected with the goal line and the other end drawing a connecting line parallel to the goal line. The area within the range of these three lines and the goal line is called the goal area.

four

Penalty area: On the goal line 16.50 meters away from the inside of the goal post at both ends of the playing field, draw a line with a length of 16.50 meters perpendicular to the goal line into the field, with one end connected with the goal line and the other end drawing a connecting line parallel to the goal line. The area within the range of these three lines and the goal line is called penalty area, and make a clear mark at the midpoint of the two goal lines measuring 11 meters vertically into the field, which is called penalty point. Draw an arc outside the penalty area with the penalty spot as the center and 9.15m as the radius, which is called the penalty arc.

five

Corner area: Take the intersection of sideline and goal line as the center and 1m as the radius, draw a quarter arc into the field, and the area within this arc is called corner area.

six

Goal: The goal should be located in the center of each goal line, and it is composed of two vertical goalposts with a distance of 7.32 meters and an equal distance from the flag point in the west corner, and a horizontal crossbar with a lower edge of 2.44 meters above the ground. In order to ensure safety, both the fixed goal and the movable goal must be stably fixed on the field. The width and thickness of doorposts and crossbars shall be symmetrical and equal, and shall not exceed 12 cm. The net is attached to the goalpost, crossbar and ground behind the goal. The net should be properly propped up, so that the goalkeeper has enough room to move. The material of the net is allowed to be made of hemp, jute or nylon. Nylon rope can be used, but it must not be thinner than hemp or hemp rope.

06

Position on the football field

one

Goalkeeper: The main responsibility is to hold the goal, observe the changes of the game on the field, organize and direct the offensive and defensive of the whole team.

2

Full-back: mainly responsible for defending the opposing winger or other players who are inserted into the winger position, and cooperating with the central defender to make up for each other and block the way to attack the goal directly. When our team attacks, we can also wait for an opportunity to help out and play the role of winger.

three

Central defender: It is the pillar of defense. Its main duty is to defend the most dangerous area in the front center of the goal, stop the opponent from shooting, and cooperate with the full-back and another central defender to make up for each other’s positions. It should also play the role of offensive and defensive organization and command.

four

Avant-garde: It is active in the middle zone between the striker and the defender, and its main responsibility is to control the midfield, which is the barrier of defense and the link of frontier attack. Advance can attack, retreat can defend, and timely insert or long-range, which plays the core role of the team.

five

Center: The main responsibility is to shoot through or catch a cross ball. Secondly, it is the "sharp knife" and "shooter" of our team through cross transposition, left and right coordination, disturbing the other side’s defense line and creating opportunities for our companions to insert, cut or shoot. It is the first line of defense for the whole team when the attack turns to the defense.

six

Winger: The main duty is to break through the opponent’s defense line from the side, take the ball and cut the shot or cross the baseline or outflank the shot. When defending, we should keep a close eye on our full-backs, prevent them from assisting freely, and assist our full-backs in defending the opposing wingers.

07

game

compare

game

rule

rule

1. Competition system

The game is divided into two teams, each with 11 players (generally speaking, each team is allowed to replace three substitute players during the game), and one of them must be a goalkeeper. The whole game is 90 minutes, which is divided into upper and lower halves, with each half lasting 45 minutes. The rest time between the first half and the second half shall not exceed 15 minutes. There is a referee and two sideline referees in the game. In each half, the referee can make up time according to the injuries and time-consuming substitution on the field. If the game must be decided, if the two teams draw within 90 minutes, overtime will be played for 15 minutes in the first half and 15 minutes in the second half. If the game is still tied, the winner will be decided by penalty kick.

The game time should be divided into two equal halves, 45 minutes for each half and 90 minutes for a ball game. Unless otherwise agreed by both parties under special circumstances, the following provisions shall apply:

A. In each half, the time lost due to substitution, dealing with the wounded, delay time and other reasons shall be made up, and the amount of this time shall be decided by the referee.

B. At the end of each half-time or after the whole game, if a penalty kick, corner kick, frontcourt free kick or the ball enters the opponent’s penalty area and the goal has not been completed yet, the time shall be extended until the end of the attack. Unless the referee agrees, the rest time between the first half and the second half shall not exceed 15 minutes.

2. Kick-off method

1. Before the start of the game, the kick-off or venue should be selected by coin-in, and the party who picks first should have the right to choose the kick-off or venue. After the referee gives the signal, the game should be started by a player of the opening team kicking the ball (that is, kicking the ball placed in the center of the playing field). Before the ball is kicked out, all the other players (except the team members) should be in their own half, and the opposing team members who open the team should also keep at least 9.15 meters away from the ball; After the ball is kicked out, there is obvious displacement. It should be considered that the kickoff player is not allowed to touch the ball again before the ball is touched or kicked by other players.

2. After a goal is scored, a player from the negative side should kick off again in the same way to continue the game.

At the beginning of the second half, the two teams should exchange venues, and the other side of the team that kicked off in the first half will kick off.

3. Penalty

1. Any kick-off that violates the rules in this chapter should be reopened. If the kickoff player touches the ball again before the ball is touched or kicked by other players, the opposing team should be at the foul place. Kick an indirect free kick

2. Kick-off can be scored directly to the opponent. Kicking into one’s own goal will result in a corner kick.

3. If the ball doesn’t cross the sideline or goal line when the game is suspended for reasons not specified in these rules, when the game is resumed, the referee should drop the ball at the position where the ball was suspended, and the game will be resumed when it hits the ground. If the ball is in the goal area when the game is suspended, it should be dropped on the goal line nearest to the position where the ball is located and parallel to the goal line. When the ball is dropped, the players must not touch the ball before it hits the ground, otherwise the referee should drop the ball again.

4. Dead ball

In the following cases, it becomes a dead ball:

When the ball crosses the goal line or sideline on the ground or in the air.

When the game has been stopped by the referee.

5. The game is going on

From the start of the competition to the end of the competition, the competition should be in progress, including:

A. The ball bounces back from the goalpost, crossbar or corner flagpole.

B. The ball bounced off the referee or linesman on the court.

C. the players on the field fouled and the referee didn’t punish them.

6. Method of winning

Unless otherwise stipulated in the rules, if the whole ball crosses the goal line from between the goalposts and under the crossbar, instead of being thrown or brought in by the attacker’s hand and deliberately pushed into the goal with his hand or arm (except that the goalkeeper is in his own penalty area), the attacker wins a goal. In a game, the team that wins more goals is the winning team. If neither side wins or the number of wins is equal, the game should be called a "draw".

7. Penalty for violation of regulations

-offside

(1) An attacker who is closer to the opponent’s goal line than the ball is in an offside position. Except in the following cases:

1. The player is in his own half.

2. At least two players of the opposing team are closer to the goal line of the opposing team than this player.

(2) When the player kicks or touches the ball, and the team member is offside, the referee thinks that the player has the following behaviors, so it should be judged offside:

1. Interfering with the game or the other side;

2. Attempt to gain benefits from offside position.

(3) A player should not be judged offside in the following circumstances:

1. The players are only offside;

2. A player can directly catch a goal kick, corner kick or throw the ball out of bounds.

(4) If a player is sentenced to offside, the referee shall award an indirect free kick by the opposing player at the offside location. If the player is offside in the opponent’s goal area, then this free kick can be executed anywhere in the goal area where he was offside.

-Fouls and misconduct

(1) A member intentionally violates any of the following nine items, namely:

1. Kicking or attempting to kick an opposing team member.

2. Tripping the opponent’s players, that is, behind or in front of the opponent, stretching your legs or bending over to trip or attempt to trip the opponent.

3. Jump to the opposing team.

4. Violent or dangerous collision with the other team members.

5. In addition to the other side is blocking, from behind the other team.

6. Try to hit the opposing team and spit on them.

7. Pull the opposing team.

8. Push the opposing team.

9. Touch the ball with your hands, for example, carrying and pushing the ball with your hands or arms (except for the goalkeeper in his own penalty area).

Note: On March 5th, 2021, international football association board announced that it had adjusted the rules concerning hand ball, and not all handball was considered a foul. Unintentional handball that causes teammates to score a goal or get a chance to score will no longer be considered a foul. In all the above cases, the opponent should be sentenced to kick a direct free kick at the foul place. If the foul place is in the opponent’s penalty area, the free kick can be executed anywhere in the penalty area. In the course of the game, if the defender intentionally violates any of the above nine items in his own penalty area, he should be awarded a penalty no matter where the ball is at that time.

(2) A player commits any of the following five fouls, namely:

1. The referee thinks that his actions are dangerous, such as trying to kick the ball that the goalkeeper has caught.

2. When the goalkeeper is in the penalty area:

A. Holding, patting or throwing the ball into the air in any direction after controlling the ball by hand, and then catching it, and walking for more than 4 steps without making the ball enter the competition state.

B. After holding the ball, touch the ball with your hands again according to the situation in clause (2)c, although you have made the ball enter the competition state before touching the ball by the team members outside the penalty area or the opposing team members inside and outside the penalty area.

C. The goalkeeper touches the ball with his hand after a team member intentionally kicks the ball to the goalkeeper.

D. The referee thinks that due to tactical purposes, the team intentionally stops the game and delays the game time, which makes the team gain illegitimate interests.

In all the above cases, the opponent should be judged to kick an indirect free kick at the foul place according to the specific circumstances of the first free kick rule.

3. Players should be warned and shown a yellow card in the following situations:

E. After the start of the game, players enter or re-enter the game or leave during the game: except for accidents, in either case, without the permission of the referee in advance.

F. If the referee suspends the game to execute the warning, the opponent will kick an indirect free kick to resume the game at the place where the ball is located when the game is suspended according to the specific situation of the free kick rules.

G. If the foul player has other more serious foul circumstances, he shall be punished according to the relevant provisions of the rules.

H. the team members violated the rules continuously.

I. express dissatisfaction with the referee’s decision by words or actions.

J. has improper behavior.

Except for a more serious foul, if a player’s behavior falls into any of the last three items mentioned above, he should be given a yellow card warning and ordered to kick an indirect free kick at the foul place according to the specific conditions of any team rules.

(3) When the referee thinks that a player has the following situations, he should be ordered to play and show a red card:

1. Commit acts of violence.

2. Serious foul.

3. Use foul language or abuse.

4. After being given a yellow card warning, he was given a second yellow card warning for foul.

The game is suspended because of the penalty. If the player does not violate other rules, the opponent should be sentenced to kick an indirect free kick in the foul place according to the specific situation of the free kick rules.

8. Free kick

There are two kinds of free kicks: direct free kicks (which can be scored directly into the goal of the foul team) and indirect free kicks (the server is not allowed to shoot directly, and can only shoot after being touched by other players).

9. penalty kick

(1) Requirements

The penalty kick should be kicked from the penalty spot, and the penalty player must be clearly defined. When serving, all players except the referee and the opposing goalkeeper should be outside the penalty area and in the competition field, and at least 9.15m away from the penalty point. Before the ball is served, the opposing goalkeeper must stand on the goal line between the two goalposts (his feet are not allowed to move). The referee must kick the ball forward; Don’t touch the ball again until other players kick or touch it. When the ball rolls to the circumferential distance of the ball, the game is resumed. Penalty kicks can be scored directly. When the penalty kick is executed in the middle of the game, or when the penalty kick is extended or reissued at the end of the semi-full game in the first half, if the kicked ball touches any post or two posts; Or touch the crossbar; Or touch the goalkeeper; Or continuously touching the goalpost, crossbar or goalkeeper and entering the goal, as long as there is no foul, it should be judged as a winning goal.

(2) Penalty

Anyone who violates any provision of this chapter shall be dealt with as follows:

1. If the defender fouls, the ball should be severely punished if it is not penalized.

2. If an attacker other than the penalty shooters commits a foul, the penalty will be invalid and should be severely punished.

3. If the penalty player commits a foul after the game is resumed, the opposing player shall issue an indirect free kick at the foul place according to the specific situation of the free kick rules.

10. Throw a foul ball

When the whole ball crosses the sideline on the ground or in the air, it should be thrown in any direction in the court by the opponent who touched the ball last before it was out of bounds.

When throwing the ball, the thrower must face the court, and some of his feet should stand on the sideline or outside the sideline. He should not leave the ground with his feet, and throw the ball into the stadium from the head to the back with both hands. The game resumed as soon as the ball entered the court. The thrower must not touch the ball again until it is kicked or touched by other players. Throw a foul ball into the goal directly to score.

penalty provision

1. If the ball is not thrown into the stadium according to the prescribed method, the opposing team members should throw the foul ball in the same place.

2. If the ball thrower touches the ball again after throwing the ball into the stadium before it is kicked or touched by other players, the opposing team should kick an indirect free kick at the place where the foul occurred. If a player fouls in the opponent’s goal area or fouls in his own goal area, he should kick an indirect free kick according to the specific circumstances of the free kick rules.

Goal kick.

When the whole ball crosses the baseline from the outside of the goal in the air or on the ground, and the last player who kicks or touches the ball is the attacking player, the defending goalkeeper will directly issue a restricted area at any place in the restricted area to resume the game. The goalkeeper must not put the ball in his hand before sending it into the game. If the ball is not directly served from the tee, that is, it has not entered the game, it should be re-served. The goalkeeper must not touch the ball again before it is kicked or touched by other players. Goal kick is not allowed to score directly. When serving goal kick, the opposing team members should stand outside the service area before the ball is sent out of the service area.

After the player who serves goal kick kicks the ball out of the service court, he touches the ball again before it is kicked or touched by other players, and the opposing player shall be awarded an indirect free kick at the place where the foul occurred. If a player fouls in the penalty area, it will be executed according to the specific situation of the free kick rule.

12. Corner kick

When the whole ball crosses the goal line from the outside of the goal, whether in the air or on the ground, and the defender touches the ball finally, the attacking player puts the ball in the corner area close to the ball out of bounds and kicks the corner kick.

Do not move the corner flagpole when serving the corner kick. A corner kick can win a goal directly. The opponent of the corner kick player shall not enter within 9.15 meters from the ball when the ball has not entered the game, that is, the ball has not rolled to the circumferential distance of the ball. A player serving a corner kick is not allowed to touch the ball again before it is touched by other players.

1. When a player who kicks a corner touches the ball again before it is kicked or touched by other players, the referee shall order the opposing player to kick an indirect free kick at the place where the foul occurred. If a player fouls in the goal area, it will be executed according to the specific situation of the free kick rule in the rules.

2. If there is any other foul, the corner kick should be kicked again.

Slide down to see all.

08

organization

one

The highest organization in the world is the International Football Federation, which was founded in 1904 and headquartered in Zurich, Switzerland.

The highest organization in China is the Chinese Football Association, which was established in Beijing on January 3rd, 1955.

09

Top ten famous football matches

one

The FIFA World Cup is held every four years. It is a football match with the participation of national teams all over the world, which symbolizes the highest honor in football and has the greatest popularity and influence.

2

The European Football Championship, also known as the "European Championship", is held every four years and is one of the most influential international football competitions. Since 2016, the number of teams participating in the final stage of the European Championship has expanded to 24.

three

The European Champions League, referred to as the "Champions League" or "Champions League", represents the highest level and honor of European club football. Twenty-two clubs have won the Champions League in succession, with Real Madrid winning the championship the most times, totaling 13 times.

four

The English Football Super League, referred to as the "Premier League" for short, is one of the "five major leagues" in Europe. It is composed of 20 teams and is considered to be one of the best leagues in the world. With its fast pace, fierce competition and numerous strong teams, it has become the most popular sports event in the world and the highest-paid football league.

five

Italian Football League One, referred to as "Serie A" for short, is one of the highest-level professional football leagues in the world. In the 1980s and 1990s, there were many stars and powerful teams in Serie A, which was called "Little World Cup".

six

Spanish Football League One, referred to as La Liga for short, is the most competitive league in Europe at present. It is known as the "Star League" and "Mr. League" and is the cradle of cultivating footballer of the year and the Golden Globe Award.

seven

German Football League One, referred to as "Bundesliga", is the highest-level club competition in German football. Bayern Munich is the most successful team in the Bundesliga, winning 28 Bundesliga titles.

eight

French Football League One, referred to as "Ligue 1" for short, started the era of "Green Giants" dominating Ligue 1 when French football superstar Platini debuted in saint etienne in the 1970s, which produced a turning point in Ligue 1 and made French football once again become an important force in Europe.

nine

The America’s Cup is the most important national football match attended by the member countries of South American Football Association. It was formerly known as the South American Football Championship and is also the oldest national football match in the world. It is held every four years.

10

The Asian Cup is the highest-level national competition in Asia. Since 1997, Asian Cup champions have represented AFC in the FIFA Confederations Cup.

10

Top ten famous football stars

one

Famous stars: Pele, Diego Maradona, johan cruyff, franz beckenbauer, Zidane, Ronaldo, alfredo di stefano, bobby charlton, Messi and Cristiano Ronaldo.

Source: Ping An Kudur

Editor: Zhang Zibo

Editor in charge: Yang Xiaobin

Duty Officer: Zhang Lijuan

After the news that the main players of China football team were injured in Thailand came out, it caused extensive controversy and discussion. According to media reports, Titipan, the main midfielder of Thailand team, needs a long recovery period of at least 8 months because of tearing the anterior cruciate ligament and medial collateral ligament of his knee. The striker of Thailand, Dangda, also missed at least four weeks due to injury, making it difficult for him to play against China on November 16th. In this regard, Soccer reported that China became the winner because Thailand lost important players before the preliminaries. However, such a report attracted a lot of fans’ scolding. Some fans said that China football now needs to rely on the injury of its opponent to win, which is really disgusting. They think that the football level in China is so low that it has fallen to the point where people want to be injured or even sent off, which is really worrying.

There are also fans who believe that the China men’s soccer team seems unable to win no matter whether the main players of Thailand are injured or not. They are pessimistic about the future of football in China, and think that China can’t win against Japanese teams and strong European teams, and they are still discussing how to beat Thailand and Vietnam, which is ridiculous. However, some fans are optimistic about China football. They believe that the China team can play its own strength in the face of stable opponents. They mentioned the fierce confrontation between the Japanese team and the European powers, and thought that China could meet the challenges of Thailand and Viet Nam as long as it played steadily. In any case, China Football got some good news in the news that the main players of Thailand were injured. Fans have different expectations and views on the performance of China team.

Whether optimistic or pessimistic, only when the China team can prove its strength in the competition can the fans have more confidence in it.

The above contents and materials are all from the internet, and the relevant data, and the theoretical research is based on the internet data, does not mean that the author agrees with the laws, rules, opinions and behaviors in the article and is responsible for the authenticity of the relevant materials. I am not responsible for any problems arising from the above or related issues, and the author of this article does not bear any direct or indirect legal responsibilities.

The scenery on the way to zipper is often so charming. It was already two o’clock in the morning when I arrived at the lake. The oncoming cold wind gave me a warm hug, which suddenly blew away the fatigue of the journey and the deep sleep at night.

This 100-kilometer journey passes through dozens of large and small villages, endless pastures, sand islands with towering peaks, and greetings from tourists on the road, all of which add a little interest to this 100-kilometer tour. We sang military songs and encouraged each other to come to the lake.

After a year, I walked this road again, but the fierce yaks and unrestrained horses in the pasture along the way seem to have changed a batch, just like my comrades on this trip. A group of new faces walked hand in hand on this road.

Yes! It has been more than half a year since the squad leader left the army. I can’t help but feel foolish when I think of our tandem encouragement and walking on this familiar and unfamiliar road.

At this time, the company commander’s voice brought me back to reality. The company commander said, "Monitor Wang, you will be on duty at night for a while. You can arrange it according to the actual situation." I immediately ran to discuss with the other three squad leaders: "Why don’t you send two capable guards to each class?"

In this way, I took the recruit of our class, Xiao Du, and stood on the first patrol post. Xiao Du and I walked on this endless grassland, and the fragrance of the soil swept through, which is the natural taste. Looking at the lake, there is a bright moon in the distant mountains, and the silver moonlight fills the whole lake, making the lake with ripples as blue as the ocean, and the various signs on the lake are also shining with a trace of Yin Hui. In a thousand miles of moonlight, the tent we live in seems so insignificant that even the stars in the sky seem to be just symbols on the sky.

Hunter, a military dog over one year old, ran out of the tent from nowhere, turned left and right beside me, and sometimes licked my trouser legs and wagged his little tail vigorously to show his love here.

A cool breeze blows gently, and the moon is bright. Xiao Du and I slowed down, and Hunter wagged his tail and followed, enjoying the beauty of this area.

There is a river around the tent, and the thin water is shining, and the tender grass beside the river grows green, which adds a touch of agility to this river injected into the lake. Perhaps our footsteps alarmed the fish at the entrance, and they swam happily and didn’t want to leave.

A gust of cold wind brought me yearning. Last time I came with the monitor, the river was surrounded by wild flowers all over the place, and it was dancing willfully. At that time, I sat by the river with the monitor and talked about the feeling of coming to the army. I said, "The army is actually quite monotonous, boring and tasteless." The monitor said, "Life in the army is not boring, but it is still beautiful. You have to be good at discovering it." Now, I have repeated this sentence with Xiao Du.

Going north, rows of withered Sophora japonica are not glamorous and eye-catching, but silently guarding this natural beauty, like a veteran of military career, striving for fame and fortune, taking root in the military camp.

Walking to the hillside seems to be closer to the moon. The bright moonlight illuminates the open space in front of the tent area like day, and the camouflage net with complex colors is clearly visible. The distant castle peak is covered with a layer of silver gauze, mysterious and quiet. There is no light in the scattered small villages at the foot of the mountain at this time, only yellow walls and red tiles are seen, and there are dim acacia trees.

At night in the country, there are no lights, no bustling noise of the city, only peace and serenity! Xiao Du and I leaned against the fence to look at the bright moon, the stars, the night view, and the cold wind blowing, and my thoughts were myriad.

In the army, I am not a member of "heartbroken people are in the end of the world", and I am not lonely as "till, raising my cup, I asked the bright moon, to bring me my shadow and make us three". I am glad that I have countless comrades to accompany me; I am glad that my youth has a little more happiness in camouflage; I am glad that comrades-in-arms are not brothers but brothers.

In contrast, we struggle in the military career, what’s wrong with a little regret? There is a corner in the city or country where you live, and there is a lamp among thousands of lights, which is enough! When work is not smooth, life is frustrated, and mood is low, find a self-healing way to release yourself, write down the sun, moon and stars, flowers bloom and fall, and go to Qiu Lai in spring …

The night was particularly quiet, and Xiao Du said, "Monitor, it’s time to be laid off." Back to the tent, I looked at my sleeping comrades, turned on my mobile phone, sent a sentence "I understand the beauty of the army" to the old squad leader who was far away from home, and then slept under the pillow of moonlight.

Author:Wang xinglai

Broadcast: Zhang Yuming

Source: Rocket Soldier

In everyone’s years, there has been a longing for travel, a trip that says go. However, in reality, for various reasons, this beautiful hope is difficult to come true. If you haven’t set foot on that dream trip, you might as well follow this article today and see 66 beautiful places in China!

1. The most beautiful ancient city wall in China-Wan Li Great Wall.

Up and down for more than 2,000 years, more than 100,000 miles vertically and horizontally,It’s not a hero who doesn’t reach the Great Wall. It condenses the wisdom of ancient people, is a miracle on this blue planet, and is the pride and pride hidden in the bones of China people.

2. The most beautiful palace in China-Beijing Forbidden City.

I don’t know how many people stopped by the Zhu Qiang Jin Wa in the Forbidden City. Whether it is the plane layout or the magnificent three-dimensional effect, it is an unparalleled masterpiece and a national treasure.

3. Xi ‘an, the most beautiful ancient capital of China.

From Chang ‘an to Xi ‘an, this is the starting point of the Silk Road. Every brick and tile, every ruin, has countless history and stories, and the fascinating music of Chinese civilization is buried, which is also the Millennium glory of the ancient country.

4. The most beautiful spring in China-Linzhi

In winter, the silverware has not been removed, and it is already a sea of flowers, a paradise surrounded by fragrance, competing for beauty like a drunken cloud, and meeting the most beautiful spring in China with the people I love most.Peach blossom appointment to Linzhi.

5. The most beautiful temple in China-Labrang Temple.

This is a common sacred place in the hearts of believers, walking between the white walls and yellow eaves.A long warp corridor,Keep turning the warp beam,Whispering Sanskrit,The scent of Tibetan incense,All this is enough to be deeply rooted in the hearts of the people.

6. The most beautiful belief in China-Seda in western Sichuan

No matter how many words are used to describe a place that is back to nature and quiet, it is not as good as taking a look at it in person. From the moment I met Seda, I knew that this would be the place I would miss in my life.

7. Erhai Lake, the most beautiful romantic place in China.

Erhai Lake is not a sea, but it is more beautiful than any sea, blowing the wind of Erhai Lake, bathed in the sunshine of Erhai Lake, immersed in the comfort of mountains and rivers, and heading for the distance. What a poetic life.

8. Lugu Lake, the most beautiful oriental daughter country in China.

Walking between the mountains and rivers of Lugu Lake, looking up is the blue sky. Squinting, enjoying under this blue sky, feeling that reaching out can touch happiness. The sunshine is slightly oblique, and the warm light is covered with the lake, which is full of charm.

9. Xishuangbanna, the most beautiful tropical rain forest in China.

This is an ideal and magical paradise for the Dai people. Numerous rare birds, animals and exotic plants thrive in this paradise, which is the most beautiful oasis on the Tropic of Cancer! Symbiotic things are bathed in poetic spring scenery and picturesque autumn wind.

10. The most beautiful and pure paradise in China-Daocheng Aden

People who have never been to Daocheng will be fascinated by a photo, and those who have been to Daocheng will never forget it at a glance! Everything is beautiful beyond imagination. Daocheng Aden can afford all the admiration in the world.

11. Kanas Lake, the most beautiful lake in China.

Kanas is a lake with a story. Whether it is obsessed with its legend or its color, it is full of mystery and charm. Every minute is a dream of entering the depths of the forest, giving people a sense of elegance and dust removal.

12. Luoping, the most beautiful karst landform in China.

The magical and beautiful Luoping Peak Forest has vast peaks. Against the background of blue sky and white clouds, various cone-shaped hills are dotted in the boundless yellow sea, and the blue peaks and golden waves set each other off in an interesting way, which is extremely beautiful.

13. hulun buir grassland, the most beautiful grassland in China.

The northern country, Jasper Hulunbeier, is endless with green and fragrant vegetation, which makes people feel relaxed and intoxicated.existHulun BuirThere is a kind of trip that is worthwhile, and I don’t want to leave when I come.

14. Lhasa, the most beautiful hiding place in China.

Everyone has a dream called Lhasa, which is the ultimate dream in many people’s hearts. Only when you have been there and felt it with your heart can you realize the sublimation of a person’s heart, which is something you can’t feel elsewhere.

15. Hemu Village, the most beautiful fairy tale village in China.

A forest and grassland, an ancient village, beautiful grasses, Kanas fairy tale world.Taste a pot of green tea, listen to a bird song, browse a roll of idle books and enjoy the stars. Everything is so beautiful.

16. Ejina, the most beautiful Populus euphratica forest in China.

China’s most fascinating autumn scenery, Ejina’s waiting for 3,000 years. An autumn wind draws the most beautiful scenery and stories. This is a place where you can only travel once a year. If you miss it, you have to wait another year.

17. The most beautiful forest in China-Daxinganling

The northernmost side of China is the rivers and mountains, with beautiful and incomparable vast forests.Playing the most beautiful autumn fairy tales,The color of all things’ life is released here, and you can walk into the autumn of Daxing ‘anling and feel a reincarnation of life.

18. The most beautiful gallery in China-Three Gorges of the Yangtze River

Since ancient times, the Three Gorges has written too many beautiful legends, just like a hearty ink painting, which is novel and beautiful.The beauty here is more breathtaking than many famous mountains and rivers.

19. Lijiang River, the most beautiful landscape in China.

There are thousands of paintings in the Baili River, and the landscape of the Lijiang River is the best in the world. There are surprises everywhere in this landscape. You can visit the Lijiang River, see the reflection of Qifeng, the clear water and green hills, the pastoral songs and the quaint countryside. Everything is so poetic.

20. The most beautiful ink painting in China-Wuyuan

Wuyuan isA place naturally full of poetry,Beautiful as a mistake into a dream, like a slowly unfolding mountain ink painting. In the brewing of time, it becomes more and more charming and makes people daydream.

21. The most beautiful scenery in China-West Lake

If you want to compare the West Lake with the West Lake, it is always appropriate to put on light makeup and heavy makeup. There are too many beautiful and moving legends about the West Lake.The scenery at four o’clock is different and picturesque. For thousands of years, many people yearn to stroll through Su Causeway and enjoy the West Lake.

22. Huangguoshu Waterfall, the most beautiful celestial fairy spring in China.

Huangguoshu Waterfall is famous as the largest waterfall in China, and many words of praise can’t describe the magnificence of its pouring down. A beautiful view,Fixed on the mountain canyon, it is full of poetry and painting, which makes people relaxed and happy.

23. The most beautiful Danxia landform in China-Zhangye

Don’t look forward to the snow on Qilian Mountain, and mistake Zhang Ye for Jiangnan. I didn’t come here in person, I didn’t see it with my own eyes, and I couldn’t imagine it. This mysterious region, which has exceeded 100 million years, is beautiful and magnificent.

24. the ancient town of xitang, the most beautiful water town in China.

The water in the Spring and Autumn Period, the towns in the Tang and Song Dynasties, the buildings in the Ming and Qing Dynasties and the modern people are the most appropriate descriptions of the ancient town of xitang. Everything in the water town, in the long years, savoring the mellow taste of time, there is always a scene that can fall in the heart.

25. The most beautiful garden in China-Humble Administrator’s Garden

Rich Jiangnan water town, thisIs the memory of an era in China,Even after more than 400 years, you can still feel the elegant circulation, full of poetry and painting everywhere. It is true that you don’t know the beauty of gardens until you reach Suzhou!

26. The most beautiful ginkgo village in China-Tengchong Ginkgo Village

From the first touch of new green blooming branches to the last golden leaf quietly ending, the city is covered with the peerless beauty of golden flower.,Woven into an intoxicating beauty of the village in the forest, trees at home and people in the painting.

27. Danba, the most beautiful beauty valley village in China.

Accompanied by the gentle breeze, overlooking the scattered Tibetan towers, enjoying the boundless scenery and steaming buttered tea in the Dadu River Valley, everything is so lively and fragrant, which makes people feel like strolling in Xanadu.

28. The most beautiful Hakka building in China-Fujian Tulou

Unique residential buildings in the world,Carrying the sky and clouds, it is full of stars and stories in the flowing years, fermenting a steaming, lively and fragrant fireworks life, which is extremely fantastic and beautiful.

29. Yuanyang Terrace, the most beautiful terrace in China.

The Hani people, who have lived in Yuanyang Mountain for generations, have carved gorgeous and colorful scenery on this plain land. Under the light and shadow, it is like a dream, just like an extremely elegant ink painting, with an indescribable fairy charm.

30. Chaka Salt Lake, the most beautiful sky in China.

This is a place called the mirror of the sky, where people always have the illusion that reach for the sky is stretched out and stars are scattered all over the earth. This beautiful scene can reveal the truest beauty in the world.

31. The most beautiful blue in China-Qinghai Lake

Water and sky are the same color, and the sea and sky are connected.A huge jade jade plate, horizontally embedded between mountains and grasslands, is a picture of wind blowing grass and seeing cattle and sheep pastoral.At first glance, it is vast and ethereal, full of poetry and painting.

32. The most beautiful no-man’s land in China-Hoh Xil

This is the roof of the world of the world,The desolate and mysterious forbidden area of life has made countless people wave upon wave and vowed to conquer this land.This is a paradise for wild animals. Everything is quiet and peaceful in the vast world.

33. The most beautiful ghost city in China-Wuerhe Fengcheng

The world’s beautiful Yadan, carved by wind and rain, is a masterpiece of nature, as if it were a dreamy maze world, and it is amazing to feel the dreamy and mysterious brilliant Yadan through it.

34. The most beautiful Millennium Watch in China-Crescent Spring in Mingsha Mountain.

A piece of green is hidden in Mingsha Mountain, crescent spring lies in oasis, spring is in quicksand, drought is not exhausted, and wind and sand do not fall.Being in the beautiful scenery of blue sky and white clouds, Shaming Springs, I feel the magical charm of nature.

35. The most beautiful highway in China-Duku Highway

This miracle highway hidden in the depths of Tianshan Mountain can conquer your eyes and shake your heart in just one second. Look at the four seasons all the way, and you will never really understand its exquisiteness if you don’t go once in your life!

36. Meili Snow Mountain, the most beautiful snow mountain in China.

Meili’s Rizhao Jinshan is a rare scenic spot that many people dream of.The golden light fell from the sky and shone on the top of the snow-capped mountains.Between the clouds, it only takes a brake, and the sky is golden and moving beyond words.

37. Mount Everest, the most beautiful mountain in China.

This is the closest place to the sky, the mysterious sacred mountain in everyone’s heart, and the place that countless people yearn for. The sky here is as blue as washing, spotless, and the mountains are towering, and the mountains stop, which has never been so appropriate.

38. Emei Mountain, the most beautiful Buddhist shrine in China.

Mount Emei is the best in the world, with four seasons in one mountain and different days in ten miles, just like a fairyland in Heaven.Like a thousand years, like a thousand years, the sun rises and the stars set, and so on,Bring people into that dreamy magical realm.

39. Laojun Mountain, the most beautiful paradise on earth in China.

Go to the world for a grand banquet and see the world’s prosperity.The cloud takes the mountain as its body and the mountain takes the cloud as its clothing.Far and near peaks are at your feet, the sea of clouds is rolling, and the peaks are looming, like a perfect picture of a fairyland, where heaven and man are one.

40. The most beautiful color in China-Jiuzhaigou

Jiuzhai is a dream, which is too beautiful to be true, but it really exists in the world. The colors you have seen or have never seen are all gathered here.Full of the most beautiful colors in the world.

41. Fanjing Mountain, the most beautiful city in China.

This is China’s sky city,Only the ingenuity of nature can create this unique and shocking masterpiece like myths and legends!The unpredictable beauty makes people intoxicated with the infinite Zen of Brahma Pure Land.

42. The most beautiful desert in China-Badain Jaran Desert.

The desert is lonely and straight, and the long river sets the yen. Here, you can see that Sha Feng, the lake and the blue sky are mysteriously blended together, which is a fantastic charm.No desert is more beautiful than Bataan.

43. Nujiang Grand Canyon, the most beautiful canyon in China.

This is the original ecological secret of China’s possession.A flower and a tree here recite the rhythm of life, and echo each other here carries the triumph of civilization, and every sound of it is enough to wash the soul.

44. Huangshan Mountain, the most beautiful natural bonsai in China.

It is the best evaluation of Huangshan Mountain to return without looking at the mountains and Huangshan Mountain without looking at the mountains.There are thousands of beautiful scenery in Huangshan Mountain, just like a fairyland on earth. There is always a place where you want poetry and distance.

45. Guo Liang Village, the most beautiful cliff family in China.

As far as the eye can see, the Taihang Mountain is towering, and the cliffs stand tall and steep, and the mountains and rivers are full of poetry and painting. If you feel that life is too complicated, you might as well take a nap here for a few days and feel the slow time here quietly.

46. Chengdu, the laziest city in China.

Chengdu is a city that you don’t want to leave when you come.Will be moved by the life here in Bashi. When you set foot on this land of Chengdu, you can always slow down unconsciously, and the world suddenly becomes quiet, simple and happy.

47. Chongqing, the most beautiful mountain city and foggy city in China.

The magical terrain and dreamy night scenes have attracted countless people. Eat hot pot to watch the night scene and simply kill time.Bayu is as beautiful as a splendid land, so you can get some leisure and walk into Chongqing with beautiful mountains, water and people.

48. Weizhou Island, the most beautiful island in China.

Riding an electric donkey on Weizhou Island and bumping into the sea breeze, shuttling through the dense shade and walking leisurely along the coastline, the waves are undulating at the feet, away from the bustling and noisy, which is really a kind of enjoyment.

49. The most beautiful waterway in China-Xitai Jiner Lake Highway.

The G315 National Road runs through the West Tai Ji Nair Lake, splitting the lake in half, with emerald green on the left and Tiffany blue on the right. The atmosphere is quiet as if it were a lifetime ago, and you can take amazing photos with your mobile phone at any time.

50. The most beautiful ink and wash scenery in China-Zhangjiajie West Sea Peak Forest

There are thousands of stone peaks in Shentang Bay, Wulingyuan, which is a unique peak forest landscape in the world.Stone peaks appear and disappear,Beautiful, just like ink painting, walking in the meantime, as in Traveling in a pictorial world.

51. Utsu, the most beautiful water Yadan in China.

In the endless desert Gobi, a piece of Wang Yang emerges out of thin air, and Yadan landform stands on this piece of Wang Yang. Yadan of different sizes is all over the blue water, with no end in sight, giving people unlimited freedom to daydream.

52. The most beautiful glacier world in China-Cuojia Glacier.

The Cuojia Glacier is an ice blue world in the depths of Tibet, and enters the primitive glacier.It’s like walking into a crystal palace.It’s like going back to the ancient ice age.As if through time and space, came to another planet.

53. Old Town of Lijiang, the most beautiful ancient city in China.

Between the green hills and the tiles, by the flowing water of the small bridge covered with green flowers, enjoy the warm embrace of the sun and the gentle caress at night, let the mood fly freely and experience the true charm of life.

54. Zada Tulin, the most beautiful Martian world in China.

The north wind of the plateau blows out the rough land of western Tibet, which is extremely barren and also the ultimate temptation, full of mysterious dreaminess. This is a place that will make you worthwhile, and you will find that desolation can be so beautiful.

55. Zhagana, the most beautiful pure land on earth in China.

This is a magical secret in Gannan, and the scenery is as beautiful as a fairyland. Under the blue sky and white clouds, everything is poetic. Zhagana, half fireworks and half fairy, is a holy place that you go to at least once in your life.

56. The most beautiful colorful canyon in China-Anji Sea.

It is called rivers and canyons flowing from modernist abstract paintings, and it is the source of color hidden in the northern foot of Tianshan Mountain. The ever-changing light and shadow rendering is dazzling and spectacular.

It is one of the buildings with the thinnest waist and the most difficult construction in the world, and has created a series of buildings that are the best in the world. There is the world’s tallest horizontal Ferris wheel at the top of the tower, which can enjoy the ultimate beauty of the Pearl River and the bright night in Guangzhou.

This is a large limestone cave, which was formed in the Quaternary Pleistocene more than 1.2 million years ago. It is magnificent, exquisite and dazzling, just like a gorgeous underground art palace.

At night in Hong Kong, there are not only brightly lit, bustling and noisy metropolitan customs, but also Baiyun Mountain Hills and warm sea breeze. Chinese and western cultures blend here, bringing unique charm here, and the beautiful night scene makes the city more romantic.

It’s like a huge Eight Diagrams Array. The street layout is like a magical maze. There are 8 avenues and 64 streets, and the roads and roads are connected. There is no traffic light, but the traffic is unimpeded. Here you don’t have to worry about traffic jams.

This place, which is the most like Mars on the earth, is under the stunning Kunlun Mountain, and the eyes of the earth have been spewing for thousands of years. The suffocating feeling of barren grass gives people an indescribable shock.It’s a little unreal.

This is a border town where you can pretend to be in Russia, with lush hulun buir grassland, rippling Hulun Lake, towering country doors and passionate Mongolian customs, which makes people fascinated.

This is a mysterious forbidden area, with too many stories and legends.Covered with virgin forests, lakes, strange peaks and different rocks,It is a paradise for explorers. There are too many unsolved mysteries hidden here, which are mysterious and fascinating.

Tianchi Lake, hidden between mountains and mountains, is pure and strange blue, with snow peaks reflected, spruce surrounded and clear water like a mirror.It’s beautiful,Like a jade pond in the sky falling on this earth, it cools the eyes and cleans the soul.

On the banks of the Irtysh River, the geological changes of hundreds of millions of years and the rich textures of colorful beaches are constantly changing in depth against the background of blue sky and white clouds, just like coral bushes on the seabed, swaying a mysterious charm of life.

A bright spot on the Sichuan-Tibet line,It is a fascinating photography paradise and a picturesque paradise.The scenery along the way conquered many friends who came here.Every minute can surprise you.

Only when traveling can a person hear his own voice. It will tell you that the world is wider than expected. go toLooking forward to the distant place, you don’t have to envy foreign countries, you don’t have to go abroad, you just have to travel around China and see the beautiful scenery of the motherland, and you are also a super traveler!

These unique beautiful scenery in China can amaze all your time. Let’s visit the 66 most beautiful poems and distant places in China one by one! How many of these places have you been to? Which do you think is the most beautiful? What other beautiful places in China have you been to? Welcome to leave a message in the comment area. Let’s talk together.

The history of the Song Dynasty is a story of being rich and willful, and finally going bankrupt.

Zhao Kuangyin launched the mutiny in Chen Qiao, and became the new village head and the biggest landlord in the world after he took the fashion show with the highest rate of return in history.

When he became a village head, Boss Zhao was most worried that his subordinates would go their own way, leaving them with no way out.

After thinking for a moment, Boss Zhao asked his men to drink a glass of wine. Let the men kneel at a word.

"What if your men want you to wear imperial robes?"

Shi Shouxin, Gao Huaide and other generals offered their knees in succession, asking the boss to give them a way out of life.

In the end, Zhao Kuangyin gave them a way to cash out.

Everyone’s efforts with me are nothing more than making profits. Now it’s on the market. You said that you didn’t hurry up and cash out, but you were still waiting for ants to climb the tree.

Before the Song Dynasty, during the Five Dynasties and Ten Kingdoms, when soldiers were in their hands, they quite owned the original shares, which became larger and larger. After exceeding the shares in the hands of the chairman, they could hold a board meeting, either abdicating or bloodbath, so as to re-elect.

Now, Zhao Kuangyin, taking advantage of his underlings’ insufficient performance shares, directly let these entrepreneurs cash out and take the money to leave.

The next day, a general called in sick and asked for an indefinite medical leave. Soon, this phenomenon showed signs of human-to-human transmission. The generals sold their military power in succession. Since then, the performance shares have been in the hands of the Zhao family, and the fashion shows that were often staged in the Five Dynasties and Ten Countries have almost disappeared.

This thing is called a glass of wine to release the soldiers, which is the most cost-effective glass of wine in the history of the village.

Then, Zhao Kuangyin played a set of "strong and weak" combination boxing.

In the past, our time, with soldiers and food in hand, rushed into the board of directors to lift the table without a word. Zhao Kuangyin simply confiscated all our military, financial and judicial powers. All the strong men in the place were incorporated into the central imperial army, leaving only the old, the sick and the disabled to guard the gate.

Even the central imperial army, Lao Zhao was not at ease. He divided the imperial army into three departments, namely, the department in front of the temple, the department in charge of guards and horses, and the department in charge of guards and soldiers.

There are three generals in Sanya respectively.

However, this handsome man is too low-quality. They only have the command right, but they have no right to transfer troops and send troops.

It is entirely up to Lao Zhao to decide what soldiers to deploy and when to start.

Lao Zhao also made a special balance, with 100,000 imperial troops in Beijing and 100,000 scattered around the country. In this way, the central imperial army can easily settle the rebellion of the foreign imperial army. Together, the foreign imperial guards can also stop the mutiny in Beijing.

The imperial guard in Beijing and the imperial guard in other places are still changing at any time, so that the soldiers don’t know who will be, and the soldiers in the world will really only be surnamed Zhao.

With such an adjustment, the chaos of the soldiers is gone, but the status of the general has plummeted. During the Han and Tang Dynasties, a general could be awarded the title of marquis for his meritorious military service.Going out will enter the phase. Going out is the general, and coming back is the prime minister. After the song dynasty, that is, the senior tool man in the village, it is impossible to become a super executive.

Thanks to this, the Song Dynasty stabilized, and Lao Zhao began to get rich, and when he got rich, he became willful. As soon as you have money, you want to take money to hit people.

The sixteen states of Youyun are the ones that Zhao Kuangyin wants to smash with money.

Sixteen states of deep and remote clouds are in the north of the village, which is the northern barrier of the village. Without this piece, riders from the north can easily rush to the middle of the village. In order to rebel, Shi Jingtang sold this place to Liao.

Liao country isA small branch set up by the Khitans in the north. The first big brother is called Yelu Abaoji.

When Bao Ji was born, the Khitan was still in the primitive clan and tribal society. This kind of society was when people were in a good mood, and everyone drank in a big bowl and ate meat. When feeling bad, chop off your head and rob your wife.

Bao Ji’s grandfather was killed in an infighting, and his father moved away from home. Grandma painted his face black to protect him, and then hid it in someone else’s tent.

This little face with a black face is crawling alone in the counting room. No one would have thought that this child would change the fate of the Khitans and affect the history of China for hundreds of years.

Where no one noticed, Bao Ji grew up and the good days finally came. His uncle held the power of the Khitan. And he grew into a good battlefield embryo. It is as high as nine feet, I don’t know if it is calculated according to the size of that dynasty, but the lowest is nearly two meters. Moreover, the history book is rich and sharp. I didn’t quite understand what it means to be rich on the top and sharp on the bottom, until one day, when I was watching cartoons, a Popeye who ate spinach suddenly appeared on the screen.

It means that the chest muscles are developed.

Paul’s strength is great, he can pull 300 Jin, and his riding and shooting skills are also very strong. Nomads can’t play the violin, but they can play the horseshoe piano and can’t ride the wall. Riding and shooting must be learned.

In the struggle with the tribes in the grassland, Bao Ji showed his extraordinary military skills and repeatedly made meritorious military service. Soon after, he became the military leader of the Khitan, leading the tribe to sweep across northern Xinjiang. It can be said that as long as the wind blows low, you can see the Khitan people’s cattle, sheep and horses.

As early as the Five Dynasties and Ten Kingdoms period, Bao Ji went to Zhongyuan to rob with his military forces. Unexpectedly, although the Five Dynasties were chaotic and divided, Qin Shihuang didn’t even know the map of China, but the war was fierce. Mr. Bao Ji didn’t get a bargain, so he had to hand over the task of going south to his son Yeludeguang.

Yelvdeguang finally seized the opportunity to take a stake in Shi Jingtang when he was robbing the throne with his brother-in-law Li Congke, and he was assigned to sixty states of deep and remote clouds. Later, he once entered the Central Plains, but it was too hot in the south, so Yelvdeguang couldn’t stay, so he had to withdraw from the grassland and died halfway. It is said that it was also made into dried meat by a chef in the village.

But the sixteen states of Youyun have always been in the hands of Liao people. For the Central Plains dynasty, it means that the other party has a king fried in his hand and can throw things at your head from time to time.

To solve this problem, Zhao Kuangyin showed the essence of local tyrants. He said that he had laid a solid foundation in various countries and got a lot of good things. I saved all these things and saved a certain amount, so I talked with Liao and used the money to buy back sixteen states of Youyun.

The idea is beautiful, and the reality is very skinny.

I had just saved almost all my money, and when I was about to buy it, Zhao Kuangyin suddenly died.

His death is a famous mysterious event in the history of Song Dynasty. It is said that on that day, Zhao Kuangyin was having dinner and drinking with his brother. At this time, others saw from the window, candlelight flickering, Zhao Guangyi suddenly jumped up, as if to avoid something. Zhao Kuangyin knocked on the ground with yu fu: "Good for it, good for it." It’s for the sound of candles and axes.

On this day, Zhao Kuangyin died. After his death, the throne passed not to his son, but to Zhao Guangyi. And six years later, Zhao Pu, a former executive (prime minister) who was in a state of semi-unemployment, suddenly took out a golden chamber, which said that Zhao Kuangyin had arranged with the Queen Mother that the throne would be passed on to his younger brother Zhao Guangyi in the future.

Zhao Guangyi was justified when he became emperor. Then work hard.

The most important task is to take down the sixteen states of Youyun.

Zhao Guangyi lit up the military forces to win the Northern Han Dynasty, which has always been tenacious in the north, and also incorporated Yang Ye, a member of the Northern Han Dynasty, who was defeated by Liao soldiers in several battles, and was called "Yang Invincible".

With the Northern Han Dynasty, it was much more convenient to attack the sixteen states of Youyun. The army made a high-altitude attack at the gates of Youzhou, but it didn’t attack for seven days in a row. Dasong’s army had already passed the start-up period, and there were only a handful of famous soldiers. When the Liao army arrived, Song Jun was defeated, and Mr. Zhao Guangyi slipped back in a donkey cart.

Since then, Zhao Guangyi organized another attack, but Dasong exposed the problem of no commander-in-chief. None of the armies could attack as a whole. In the end, they not only suffered a heavy defeat, but also cheated Yang Ye.

At that time, it was agreed that Yang Ye would lead the way to meet them, and commander-in-chief Pan Mei would ambush them in the back. But when Yang Ye lost at the front, Pan Mei blew the assembly number, leaving Yang Ye behind, which led to the capture of General Yang Lao, who died of hunger strike.

In novels, Pan Mei is often portrayed as a villain and a traitor. Mr. Pan Mei is indeed average and has made mistakes, but it may be a bit exaggerated to be called a big traitor.

After Yang Ye’s death, his son Yang Yanzhao continued to join the army, guarding the frontier fortress, and won numerous battles, so he was called "Yang Liuyu". Yang Wenguang, the son of Yang Liuyi, is also a fierce soldier. The three generations of Yang family galloped on the battlefield, which made people admire, so there was a famous novel "Yang Jiajiang" behind them.

After two rounds of fighting, the Tangut people in Xiazhou in the northwest began to split up. At that time, when the emperor was Song Zhenzong, the son of Zhao Yiguang. As the third generation of emperors, Song Zhenzong’s methods to solve problems were simple and rude.

Don’t you just want some money?
Here you are!

Song Zhenzong sealed Xiping King to Li Deming, the leading brother of Xiazhou. Every year, he threw 40,000 gold, 40,000 brocade and 20,000 Jin of tea at Xiazhou at a fixed point, so-called old coins.

Take the money, we are all fine, don’t make trouble.

Seeing how generous the Song Dynasty was, Liao, the eldest brother in the north, couldn’t sit still.

It’s late, let’s go and have a windfall!

Song Zhenzong got a fright when he went there. He ran away with oil on his feet, and directly grabbed him by himself.

This is Minister Kou Zhun.

"Don’t worry, let’s go up and play a dozen. If we run to the south, our DaSong will be finished."

Hearing this, Song Zhenzong ran to the south without insurance, and finally got up the courage.

Running to the Yellow River, Song Zhenzong felt hasty this time, and wanted to run back. Unexpectedly, Gao Qiong, the imperial coach, knocked on Song Zhenzong’s coachman with a piece of wood.

Go away!

Song Zhenzong’s frame crossed the Yellow River in a fog.

Unexpectedly, the effect was particularly good. When the defenders of the Song Dynasty in Zhoucheng saw that all the bosses were on the scene, their morale was greatly boosted.

Originally, Song Jun could beat the Liao army at high altitude, but Song Zhenzong decided to stop when it was too late, and made peace with the Liao country, agreeing to give silver 102,000 yuan a year, so that everyone would be fine and not fight. History is called "the alliance of the Yuan Dynasty"

Spending money to buy peace was also done in the Han Dynasty, but Lao Zhao’s family took it to the extreme.

Who else refuses to accept? Hit him with money!

Under the money attack of local tyrant Song, the three kingdoms of Song, Liao and Xixia began a period of peace.

That’s the question. Why was the Song Dynasty so rich?
The main reason is that business activities are too prosperous.

Unlike other dynasties, which emphasized agriculture and suppressed commerce, the Song Dynasty encouraged commerce. Just look at the prosperity of the Riverside Scene at Qingming Festival.

When there are more commercial activities, Lao Zhao can get a commission, two percent for transporting goods and three percent for selling goods in stores. There are also various miscellaneous taxes. For example, merchant ships have to cross the stream to "cross the stream for money"

The commercial tax collected in the Song Dynasty was as high as 20 million yuan a year. You said that it would cost 100,000 yuan to buy peace. Isn’t it fragrant? Besides, the money can be earned back through trade with Xixia, the Liao country.

As for the problem of face, as long as you are thick-skinned, it is others who are embarrassed.

The rest of my life will be like this. Unexpectedly, the local tyrant Song also began to have an economic crisis.

Let’s stop here for today and continue tomorrow.

At the end of the year, the 2024 music season of China Symphony Orchestra arrived as scheduled. On December 9, the launch conference of the new music season of China Communications was held in Beijing Concert Hall. For the upcoming 2024 music season, Yu Zhou, secretary of the Party Committee of the China Symphony Orchestra, said: "The China Symphony Orchestra will bring the highest artistic enjoyment to the national audience with the most full input, the most full spirit and the most extreme interpretation." Li Xincao, honorary chief conductor of the 2024 Music Season of the China Symphony Orchestra, and Jing Huan, permanent conductor, shared the details of their diplomatic relations with China and expressed their expectations and prospects for the future.

In the new music season of China Communications, honorary chief conductor Li Xincao, permanent conductor Jing Huan, honorary art director Tan Dun, specially invited conductor Lin Daye, permanent conductor Wang Linlin and assistant conductor Yin Jiongjie will all make wonderful appearances. At the same time, the audience can also appreciate the conductors Shui Lan, Yu Long, Lu Jia, Zhang Yi, Liao Guomin, Chen Lin, Qian Junping, Jiao Miao and Chen Bing; Performers Yin Chengzong, Liu Yunzhi, Ning Feng, Huang Bin, Chen Xi, Qin Liwei, Li Zhuoyu, Shen Lu, Rao Hao, Wu Wei; Singers Liao Changyong, Zhu Huiling, Shi Yijie, Guo Sen, Song Yuanming, Qiu Zhiqian, Xue Haoyin, Ruan Yuqun, Liu Shen and other three generations of artists.

Yu Zhou, Party Secretary of China Symphony Orchestra.

More international faces will be active on the stage of the China Symphony Orchestra, including conductors David Hohs, Andres Delvers, Mikhail Agriste, Gunter Newhold, Hubert Sultant and Mark Bereyi; Performers Jehad Ortiz, Li Yuyin and Stephen Chechiff will all be on the stage of diplomatic relations. In a concert with a more international perspective, fans can appreciate the unique interpretations of different styles of works by musicians from all over the world, and also feel the artistic sparks of the collision between eastern and western musicians. In 2024, in the journey of dialogue with the world, China’s diplomatic relations will spread all over Asia, Europe and America, transmitting China’s voice to the world with music and telling China’s story with notes.

On the occasion of the bicentennial of brukner’s birth, the 160th anniversary of Richard Strauss’s birth, the 100th anniversary of Puccini’s death and the 175th anniversary of Chopin’s death, the State Council of Communications will launch a series of commemorative concerts, and at the same time, Puccini’s classic opera "The Artist’s Life" will be staged in the annual opera concert. Classical fans will be satisfied with large-scale works and high-quality performances throughout the year.

Li Xincao, Honorary Chief Conductor of China Symphony Orchestra

This year is not only the Great Year of Western Symphony, but also the 120th anniversary of the birth of China composer Huang Zi and the 100th anniversary of Luo Zhongrong. In such a landmark year, the State Communications Department will rearrange the excellent works of many composers such as Huang Zi, Luo Zhongrong, Chen Peixun, Shi Wanchun, Zhao Jiping, Tan Dun and Chen Qigang. The year 2024 marks the 85th anniversary of The Yellow River Cantata’s premiere. In addition, Guojiao and many universities promoted national classics among the younger generation. At the same time, they used the results of re-arrangement to perform the symphonic music Shajiabang in cooperation with local orchestras. In addition, there will be a symphony with strong "Chinese style" created by German composer Schneider, which will give fans a glimpse of "China music written by western composers" from another dimension. In terms of newly created works, China Communications will launch the second concert of "Symphony of the Years in Peace"; Join hands with other brother orchestras to create a symphony suite "Revival" with the theme of celebrating the 75th anniversary of the founding of People’s Republic of China (PRC); At the same time, it undertakes the creation and performance of the project "Changjiang Chorus" directly managed by the Ministry of Culture and Tourism, and promotes the prosperity and development of symphony creation with realistic themes in the new era.

The chorus concert will take opera as the "highlight", and the concert will be sung on three occasions, including "Salute to Verdi and Salute to Puccini", which commemorates the centenary of Puccini’s death, and will form an anticipated opera theme performance with the opera concert. Chorus concerts, such as Colorful Nationalities, Appreciation of Chinese Poetry, A Lu Ge and Poetry, which aim to build up the sense of Chinese national community and carry forward Chinese traditional culture, will integrate the beautiful tunes of Tang poetry and Song poetry and ancient and modern folk songs, which will let the audience feel poetry and distance in the great national style and explore the eternal context and national soul of Chinese civilization.

The new music season will also present nine sets of chamber music performances with distinctive themes and colorful colors. Various forms of ensemble and duet chamber music combination will bring a series of western classic works, Chinese and foreign art songs and chamber music works with national music characteristics, which are both difficult to interpret and beautiful in melody. Compared with the past, in 2024, the cooperation modes of chamber music performance of the State Communications University are more diverse. In addition to the concert hall, it will also cooperate with many universities such as Immersed Performing Arts Space, Peking University and Tsinghua to better integrate chamber music into aesthetic education.

Photo courtesy of China Symphony Orchestra

Text/Beijing Youth Daily reporter Tian Yuting

Editor/Gong Lifang

There are three common exercise methods: aerobic exercise, muscle strength exercise and bone strengthening exercise. 1. Aerobic exercise: It is a rhythmic exercise of large muscles of the body, also known as endurance exercise. Aerobic exercise is the most common exercise method, which can increase joint coordination, make participants feel faster heart rate and breathing frequency, and contribute to cardiopulmonary function. Common aerobic exercises include brisk walking, running, cycling, skipping rope and swimming. 2. Muscle strength training Muscle strength training is beneficial to relieve joint pain and improve joint stability. Each muscle strength exercise is limited to a few muscles, so pay attention to exercise all the main muscle groups of the whole body, including legs, hips, waist and back, shoulders, upper limbs and so on. Muscle strength training can be achieved at home: hooking feet and lifting legs can exercise the muscles in front of thighs-especially for patients with knee pain or instability; Xiao Yanfei can exercise the muscles of the waist and back, especially for people who are sedentary or have discomfort in the waist and back. Flat support can exercise the muscles of the back, abdomen, hip and leg. 3. Strengthening bone exercise, also known as weight-bearing exercise, is to carry out some activities in a standing position to make the bones bear a certain weight (that is, their own weight), so as to stimulate the bones to achieve the purpose of strengthening bones, such as skipping rope, running, walking fast and lifting weights. In fact, bone strengthening exercise can also be classified as aerobic exercise or muscle strength exercise. (via Peking University People’s Hospital)

Source: Beijing 12320 is listening

Even if the current consumer venture capital ebbs, are we still optimistic about cutting-edge consumer brands?

There is no doubt about the answer.

Consumption is a track with a long slope and thick snow. Brand development is not overnight, but once it is established, it will not die easily. We see that after a round of high-speed growth pains, some new brand companies have loyal users, and then they have gained considerable scale and even profits, and entered a new stage of steady growth. Most of them were born after 2014, and they took advantage of the hot air of investment in 2019 to win in the fierce competition.

Based on this, 36Kr’s future consumption decided to select 36 new consumer brand companies, and continue to track their development by means of interviews and case studies, and gather them in "Houxue Company 36"In this column.

UR store, brand for the picture

Interview |Yaolan Yang Xuan

Text |Yao LAN

Edit |Qiao Qian

Source |Future consumption in 36Kr (ID: LSLB168)

Fast fashion has a wonderful beginning in China. What people see is that the Spanish brand ZARA officially entered China in 2006, but neglected its corner in Guangdong. That year, its strong rival was born.

Before 2017, ZARA, H&M, GAP and other international fast fashion brands spent their time in golden decade. They occupied gold shops in major shopping malls in first-and second-tier cities with an area of thousands of square meters, and played an important role as a "passenger flow driver". Nowadays, in China, they are not only replaced by Lululemon offline, but also slow in the face of emerging e-commerce channels.

There are many players overtaking in corners in domestic brands. On June 18th last year, on the Tmall women’s sales list, the champion was no longer Uniqlo, which had dominated the list for a long time, but URBAN REVIVO (hereinafter referred to as UR), a local fast fashion brand that had ranked second the year before, while ZARA was always behind UR, falling out of the top ten all the way.

UR seems to have jumped into the public eye overnight. In fact, it has been quietly growing offline for more than ten years, and has completed five rounds of financing in a low-key manner, and its annual sales scale has exceeded 6 billion yuan.

In this "fast war", UR showed its "slow" side. Known as "ZARA’s Apprentice in China", UR has adopted the practice of "holding high and beating high" since its birth, and opened "luxury stores". However, before it was released to join in 2015, the number of UR’s stores was small, and its founder Li Mingguang chose to spend financing on the construction of buyers and designers, supply chain construction and digital system, which lengthened its profit schedule.

After ten years of dormancy, in 2017, UR achieved sales of nearly 3 billion yuan by relying on about 200 stores, making a profit for the first time. To know that clothing is a high-margin industry, it is not difficult to make quick money.

Li Mingguang regards clothes as spiritual products. He said that the essence of fast fashion clothing industry is "fashion", not "fast". "China’s clothing enterprises generally only have a glorious period of about 20 years. It sells well, but it is not fashionable. This is the reason why many brands have declined. "

"Fashion" is perceptual and individualized in Li Mingguang’s eyes. Just as he plays his favorite alternative music in UR stores, he advocates that designers and buyers should often watch art exhibitions, concerts, operas, travel and stay in good hotels. "These are all about improving aesthetics". Today, UR has about 400 stores around the world, and the designer development team has more than 500 members, while ZARA, which has more than 1,900 stores around the world, has only 600 designers.

He Yu, the founding partner of Black Ant Capital, still remembers his first meeting with Li Mingguang. "The first feeling is that people are glowing, dressed in white, clean and refreshing, which is very consistent with their store temperament." He Yu said that Li Mingguang was the founder of "meaning-oriented", and he had higher pursuit besides making a big company and making profits.

How to always keep "fashion"? How to lead the company from the scale of one billion to the scale of ten billion? The following is a dialogue between 36Kr’s future consumption and UR founder Li Mingguang:

UR founder Li Mingguang

Future consumption in 36Kr: How did the brand name "UR" come from?

Li Mingguang:I will buy a lot of foreign music discs, and the cover design of some discs is really emotional. Seeing the beautiful Logo, I was thinking, I will be a brand in the future, and how to use it. UR’s name is inspired by a music disc released at the beginning of the new century, hoping to convey the creative aesthetic concept that can span the times and an international vision.

36Kr’s future consumption: UR is actually your fifth entrepreneurial practice. From the beginning, did you clearly know how to be a "brand"?

Li Mingguang:It should be said that I have always liked and pursued "beauty" since middle school, but I didn’t understand the matter of "making a brand" from the beginning.

In 1998, I started my first business, prepared 50,000 yuan, and opened a foreign trade clothing store in an alley in Baiyun District, Guangzhou, with a pavement of 30 square meters and a monthly rent of 2,000 yuan. A year later, I went to Guangzhou’s high-end business district-Good World Plaza to open a shop, and the monthly rent was 40,000, and the business was really better. But it is difficult to develop rapidly, or it is difficult to copy, because I am engaged in miscellaneous brand retail, not brand.

36Kr’s future consumption: Your brand road seems to have started from acting as an agent for the men’s wear brand VJC in 2000, and you also opened this store in the most fashionable Shanghai. This is a big step, and you are very courageous.

Li Mingguang:But the performance is not satisfactory. Basically, this store loses money every month. In just one year, I have spent almost all the money I have accumulated in the past two years. It is certain to close it. If I have any experience this year, I have a deeper understanding of how to make price positioning and communicate with consumers. Most importantly, we have strengthened our determination to create our own brand.

36Kr’s Future Consumption: How did you decide to be a "fast fashion" brand?

Li Mingguang:In 2003, I saw the domestic media reports about ZARA, and then I went to Japan to see ZARA’s physical store, and soon realized that "fast fashion" was the blue ocean in the Red Sea of China clothing at that time. I called to ask ZARA if she could join us, but they said she didn’t. I don’t think this is high-tech (laughs). It’s not that difficult to do, is it?

In 2006, we formally established UR brand, and ZARA entered the China market in the same year. UR opened its first store in Zhengjia Plaza, Guangzhou. At that time, a shop was more than 100 square meters. I told the mall that you had opened all eight shops, and I wanted to build a brand with a brand-new business model. In fact, Zhengjia Plaza in that period didn’t develop so well, and they were very happy to be taken away by self-employed people like me.

After opening the store for three months, UR’s sales performance is very good. I used to have a jeans brand BC jeans, which also opened a store in Zhengjia Plaza. The store area is 100 square meters, and the monthly rent is more than 100,000 yuan, but the sales volume is also more than 100,000 yuan, so the sales volume has not increased. Finally, I decided to close the jeans brand that opened seven or eight stores.

Future consumption in 36Kr: In the second year after UR opened its first store in China, another fast fashion giant H&M came. ZARA’s first store is located in Nanjing West Road, Shanghai, and H&M’s first store is located in Huaihai Middle Road, Shanghai. You are also targeting first-and second-tier cities. In terms of point selection, these overseas giants have priority. What does UR rely on to compete with them head-on?

Li Mingguang:At that time, in Zhengjia Plaza, Guangzhou, UR was the largest brand in the single clothing store except the department store giant Friendship Store. After driving out, I obviously feel that consumers think that we are a "big brand" and will have a sense of trust. Through the dimensions of shop size, decoration materials, lighting and music played, consumers can judge what brand this stall is.

UR store, brand for the picture

For a long time, few local clothing brands dared to open stores over 200 square meters. At that time, studying this business model, we knew that the store should be big enough and the store style was "luxury". UR didn’t invest much in marketing before, and the store itself was an advertisement. Brand is a kind of belief. Our store wants to be like a "church", and many art installations have been added in the store. In this atmosphere, consumers will have a feeling of admiration for the brand.

36Kr’s future consumption: I heard that you like listening to music very much. Will you play your favorite music in the store?

Li Mingguang: Yes, I want consumers to hear songs that are different or have never been heard before. I like House and Lounge styles which combine modern musical instruments with national elements, and I like the music of Buddha-bar best. Buddha-bar is located in Paris, which is a pub and a restaurant. There is a giant Buddha statue in the store, and the music played includes Middle Eastern elements, Japanese Sanxian and traditional music in China, etc. The styles are diverse and very special. Like listening to music, but also the pursuit of "beauty" performance.

36Kr’s Future Consumption: What did UR learn from ZARA?

Li Mingguang:In the past, clothing enterprises often attended some training courses, and I also attended them, but I found that I didn’t learn what I wanted to learn, so I stopped attending them later. To learn it, our channels are more media reports.

You will find "fast fashion". There is nothing summative for you to learn in China, so you have to grope for it by yourself, and then come back after learning something wrong. In the past, we read those reports that ZARA stores changed goods once a month, so we changed them once. Later, it was found that it was wrong. When people changed them once, they did not change them all, but partially. Among them, the trendy models may be updated once a week. Simply put, the traditional clothing brand is "a small amount of money", and ZARA has achieved a breakthrough of "a large amount of money but a small amount".

In 2006 and 2007, when ZARA was mentioned, many people didn’t know what brand it was. UR was the verifier and beneficiary of this business model in China. We have now precipitated our own "fast fashion business model".

36Kr’s Future Consumption: What do you think is the essence of "fast fashion business model"?

Li Mingguang:As the name implies, it is fast and fashionable, among which "fashion" is the core element.

UR women’s wear, brand for the picture

36Kr’s future consumption: Why is "fast" not the core element?

Li Mingguang:The supply chain of China garment industry is very mature, and so are some other industries. If you only compete for "fast" in this respect, UR is ahead. But this is not enough. We want to be a "fashion brand". The essence of clothing industry is fashion, and creative aesthetic ability is not only the core competitiveness of UR, but also the core competitiveness of clothing industry.

In the fashion industry, especially luxury brands, there are generally two parallel positions, one is CEO and the other is creative director. And in many cases, the creative director is a more decisive role. When luxury brands fail to grow, they often change creative directors and CEOs, because the brand itself has gone through a long period of time, which shows that organizational construction usually does not have problems, and more creativity is not good. Clothing enterprises in China generally only have a glorious period of about 20 years, and then they go down, because it is no longer fashionable.

36Kr’s Future Consumption: What’s Your Role?

Li Mingguang:You can understand that I have more roles as creative director. In the early days, I will follow the details of each model. Now, I am more concerned with controlling the overall direction, such as internationalization, being too young, being too old and so on.

36Kr’s Future Consumption: What’s the difference between UR and ZARA from a product perspective?

Li Mingguang:Compared with ZARA, UR is not the most international, but it is this difference that makes us do well in China. UR is more localized in terms of format, size, color and design details. ZARA is a European style, and many clothes need to be very tall to control, and the whole is a little mature.

36Kr’s future consumption: There are dozens of fashion styles popular in the market today. It’s hard to say which style dominates the market. How can your team grasp the latest fashion trends?

Li Mingguang:This actually depends on everyone’s fashion potential, because fashion is a perceptual and individual thing, and it cannot be standardized or copied. But it has a learning method, that is to say, as a designer and a buyer, you should not only pay attention to industry information, but also often watch art exhibitions, concerts and operas, travel more and stay in some good hotels, all of which are improving your own taste.

Recruiting designers and buyers, I also care about whether TA is willing to invest enough time in this matter, that is, "crazy about fashion". People who often have potential will be "madly in love". Dress and makeup are the first factors to judge "crazy love". Secondly, I will ask some professional questions.

36Kr’s future consumption: Apart from personal potential and "crazy love", is there a mechanism to ensure that UR is always fashionable?

Li Mingguang:The biggest difference between us and traditional clothing brands is that the product design is dominated by buyers rather than designers. Designers help buyers to realize the landing of products, and designers can play freely, but buyers should control them well and make products have two dimensions at the same time-leading fashion and selling well, so as to achieve the best balance between aesthetics and commerce.

UR designers may have a stronger digital thinking, and clearly understand why each model is easy to sell or not, which will help TA to have a clearer direction when designing the next model. However, we will never suppress TA’s creativity, not completely maximize sales. I don’t want UR products to sell well, but they are not fashionable. It sells well, but it is not fashionable, which is the reason why many China brands have declined.

UR women’s and men’s wear, brand for the picture.

36Kr’s future consumption: When it comes to "selling well", what is UR’s definition of "explosion"?

Li Mingguang:Reach a certain sales volume, and the gross profit is within the standards we set, which is the explosion. If you can sell 10 thousand pieces without making money, it is definitely not an explosion.

Future consumption in 36Kr: What is the earliest supply chain?

Li Mingguang:At first, we produced 30 pieces at a time, and many suppliers were unwilling to cooperate, which forced us to build our own factory in 2007. Slowly, for some reasons, the workshop worker opened a factory with 10 or 20 people outside with his wife or several fellow villagers, and then asked me for goods. With the increase of UR volume, the scale of these factories is also expanding, and UR is always their core customer. You can understand that these factories were hatched by us and gradually formed a small supply chain cluster around UR to serve UR. Up to now, bigger suppliers have also come to us.

36Kr’s future consumption: the most criticized issue of "fast fashion" is quality. How do you evaluate the product quality of early UR?

Li Mingguang:We have always believed that "quality" is an important factor driving consumers to continue to buy fast fashion brands. In the early days, many suppliers pursued profit maximization without considering quality at all, and each version was different. How can we talk about building a brand? So, later we built our own factory and R&D center. At present, the trend and quality of products are improving rapidly every year, and the speed of supply chain is also at the leading level in the industry. From design to store shelves, UR can take 6 days at the earliest.

36Kr’s future consumption: The international fast fashion giants represented by ZARA are no longer so beautiful in China. What do you think are the reasons for this situation?

Li Mingguang:I admire ZARA very much. The "fast fashion" it represents has deeply influenced the clothing industry in China.

In the past, ZARA has made great transformation and adjustment. For example, many stores have been closed in Europe, and many offline stores have gone online. At the same time, it raises the sense of quality to cope with the competition of some low-end brands. These actions made its sales and profits last year very good. There are two main reasons for the poor performance in China. First, the products are not localized enough, so it is difficult to go to the third and fourth lines, and it is impossible to develop on a large scale; Second, the main industrial chain is in Europe, so it is difficult to supply the latest products to China quickly. I firmly believe that its development in China is still worth looking forward to if it can get through the supply chain and make a big breakthrough in product level from this year.

Future consumption in 36Kr: Besides quality, serious homogenization is also a problem faced by fast fashion brands.

Li Mingguang:Just like Gucci and LV, both belong to the luxury field, making products related to aesthetics, which are non-standard categories. The same dress, the styles designed by each brand are absolutely different, because there are DNA of each brand in it.

36Kr’s Future Consumption: But Uniqlo is living well in China.

Li Mingguang:Uniqlo is the basic model for winning quality, and its customer base is relatively wide. Nowadays, Shopping Mall, Uniqlo and UR in China are two major clothing brands that they prefer. One focuses on basic models and the other focuses on fashion models, which can attract different customers. Uniqlo now strengthens its quality positioning with a sense of science and technology, and we focus on the trend and fashion.

36Kr’s future consumption: more subdivided styles and richer styles, in fact, the requirements for the supply chain have been further improved. Some people compare SHEIN to "advanced ZARA". What do you think of this opponent from China?

Li Mingguang:SHEIN is called "Super Fast Fashion", which is another brand-new business model. By simple comparison, we are positioned a little higher than it. What I want to say is that every model and style has its market opportunities.

36Kr’s Future Consumption: What consumer goods companies do you admire in China?

Li Mingguang:At present, there are many powerful consumer goods companies in China, especially some consumer brand companies that have accumulated over time, such as Arowana and Gree. I quite appreciate a suit company that is partial to production in the clothing industry. It has made a flexible supply chain system, which is very powerful and can meet the personalized and fast needs of consumers.

36Kr’s Future Consumption: Not only in the field of consumption, which China companies do you like?

Li Mingguang:I like two China enterprises, one is Huawei and the other is Vanke. Let’s talk about Huawei first. It is famous for its heavy investment in R&D. What impressed me most is the wolf management concept. Vanke is a very professional company, and the standardization and modernization of management are very good. This is what I particularly want to learn, because I am more emotional. I hope UR will have its own scientific management system in the future, which will ensure the sustainability of enterprise development.

36Kr’s future consumption: Before launching e-commerce, UR grew silently offline for more than ten years. From 2020 to 2022, UR’s ranking on the Tmall 618 sales list rose all the way, and finally won the championship, surpassing Uniqlo. Do you think it will be easier for clothing brands to go online from offline?

Li Mingguang:In my opinion, offline can build a more stable user base. Doing online, to put it bluntly, is to open a store on the platform. Of course, it also tests the operational ability, such as how to play different live broadcasts. However, the offline chain is very long, involving multi-city management, and site selection is only the first step, as well as space design, decoration, water and electricity fire protection and other links, which cost more. Where is the cashier, how wide the door is, and how to move the line? These questions are trivial. For big stores, atmosphere building is a science.

36Kr’s future consumption: Shanghai is UR’s "base camp", and there are more stores than ZARA. What is your logic of opening stores?

Li Mingguang:We call it the onion principle. In China, Shanghai should be opened before other cities, because Shanghai is the fashion capital of China. If you stand there, you can follow the trend and influence other cities. In Shanghai, it’s best to start from Huaihai Road or Nanjing West Road. You can’t suddenly open a very biased suburb for you to open, so you should stick to it.

UR store, brand for the picture

36Kr’s Future Consumption: Why did you choose to join in 2015?

Li Mingguang:After the successful financing in 2010, I found that the direct store has a large investment in a single store, about 6 million stores, and the funds are limited. In addition, the China market is so big that we have to let go of joining in the end. A very clever thing happened in this process. A Shopping Mall in Zhengzhou asked me to open a shop. I saw that the location of this Mall seemed not very good, so I dared not open it. Later, he said that I would invest, so you can help me manage it. At that time, we were short of money, so I agreed, and the result proved that the effect was good.

After joining in 2015, the scale ran out. The pace of opening stores every year is very stable, basically 50, even in the past three years, there are 40~50.

Future consumption in 36Kr: Since 2015, UR has started brand transformation and put forward a new positioning. You don’t want to be called "ZARA’s China Apprentice" any more.

Li Mingguang:Before 2015, we developed in Shopping Mall. Many people said that we were the second ZARA. To tell the truth, we were a little unconvinced at that time. Many successful brands in China, such as Internet brands, are transformed from foreign advanced business models. I don’t understand why this is not easy for clothing brands, so I want to build a unique UR in the world.

At the peak of fast fashion, there were three criticisms, namely, lack of originality, poor quality and environmental protection. So I put forward the positioning of "fast luxury fashion" again, trying to find a blank spot in the market between "fast fashion" and "light luxury"-the design is more fashionable and the quality is higher, so the price will naturally rise accordingly; At the same time, don’t update too fast to solve environmental problems.

Later, everyone will feel a little contradictory, and "fast" and "luxury" can’t have both. The team is now rethinking how to describe the new UR positioning.

36Kr’s future consumption: To become the unique UR in the world means that UR’s ambition is not just to compete with giants at home.

Li Mingguang:The strategic theory will tell you to make China bigger and stronger before going out, but I don’t think clothing brands with higher aspirations should do this. So, in 2016, UR opened the first overseas physical store in Singapore.

36Kr’s future consumption: Why not go through the China market before going to sea?

Li Mingguang:UR’s brand positioning and vision determine that we must be international. First, although China’s clothing market is also large, it only accounts for a quarter of the global market. To achieve over 100 billion revenues, a single brand must be globalized. You will find that there is no single clothing brand with a scale of more than 30 billion in China. It is true that all styles can survive, but as consumers’ aesthetic preferences become more and more international, brands with more international styles can have a longer life cycle. If you can gain a foothold in the world, it proves that your fashion has reached the international level.

Second, many clothing brands in China compromise a lot when they go down. Although sales will increase for a period of time after the compromise, after a while, consumers will abandon you if they think you are not fashionable enough, so this will test the strategic strength of the brand. UR is not only sinking at home and forcing itself to compromise. Why not go abroad and accept the challenge first? Singapore has a high degree of internationalization, and our stores are growing well. Now it proves that our strategy is correct.

36Kr’s Future Consumption: Will China sink the market? Do you need to compromise?

Li Mingguang:Sooner or later, it will sink into the market, but when to sink and where to "compromise", the inside is still thinking. UR is a link between the preceding and the following. It can not only upgrade its style in the international market, but also meet a wave of consumers who are temporarily weaker than the international level in fashion in China.

36Kr’s future consumption: UR didn’t make a profit in the first ten years. Looking back on this period, what does it mean to you and UR?

Li Mingguang: This decade is a stage of laying a foundation and practicing internal strength. I started financing in 2009, and in 2010, I got 10 million dollars. In 2011, I was short of money, and I got 60 million yuan. In other words, there is a lack of money between its establishment and 2017. UR has made 1 billion yuan and still hasn’t made any money. Some investors told me that many of your clothing peers have made 500 million yuan. Then we went to check whether the number of people was too large and the cost was not well managed. After checking them all, it seemed that none of these problems existed.

When we reach 2 billion yuan, we are still not profitable. Then investors asked me why I haven’t made any money yet, and I couldn’t find any other reason (laughs). Our own summary may be determined by our business model. UR is a brand that holds high and hits high.

36Kr’s future consumption: what are the advantages and disadvantages?

Li Mingguang:I opened a big store as soon as I came up, and I attached great importance to the image of the store. I may not have done so well in controlling the cost of decoration. After 10 years of long accumulation, we have finally established a relatively high barrier, and other brands can easily come in without a little capital or an idea.

From an unplanned stack of goods to a series of strategic ones, the store space has never been very good and is getting better and better, so we have gradually formed our own business model. In 2015, I let go of joining, and it developed rapidly at once. This decade has been slow, and I am right in retrospect.

36Kr’s future consumption: what challenges will it bring to the company if it spans different revenue scales?

Li Mingguang:The core reason why UR can go today is that our business model has not changed much from beginning to end. Large-scale expansion will have an impact on efficiency. Recently, we are thinking about how to make UR, which has grown into a big company, more flexible.

I have read many reports that 100 million is a barrier, 5 billion is a barrier, and 10 billion is a barrier. I am constantly experiencing the different feelings of each barrier. In the early days, I would worry or question, can I really do 1 billion or 5 billion with my own and my team’s ability? But now, we are moving towards a scale of 10 billion.

36Kr’s Future Consumption: What was your "anxiety" in the past three years?

Li Mingguang:My biggest experience is that cash flow is very important. Especially in November last year before the opening of the epidemic, I felt that enterprises would fall at any time. I had never felt this anxiety before. However, the CFO is more anxious than me (laughs). I actually thought about it. If this really happens, how can I make UR make a comeback? The answer is that I can still do a good job in maintaining the essence and basic ability of clothing, and that is our design.

UR women’s wear, brand for the picture

36Kr’s Future Consumption: If you started your business in the clothing industry today, would you choose a different incision?

Li Mingguang:If today I find that there is no second leading brand in the fast fashion industry except ZARA, I will still choose this incision.

Clothing is a very competitive industry. I call it "cake cutting market", and the market share of each enterprise is relatively low. It is not a sunrise industry, but it is not a sunset industry. The good point is that the market capacity is large and the demand is stratified and diversified. Uniqlo’s founder has been ranked as the richest man in Japan for many times, LV’s president is the richest man in the world, and ZARA’s boss is the second richest man in Europe. I was just wondering, why do you think that such a traditional so-called clothing fashion industry has produced outstanding enterprises and entrepreneurs in such developed countries as Japan and Europe? My understanding is that clothing is a spiritual product. After material satisfaction, clothing is needed to meet spiritual needs, and technology cannot solve this demand. Therefore, clothing is also an industry that can achieve great enterprises.

Creative aesthetic ability is a difficult point in this industry and an important factor affecting the fluctuation of the industry. Investors often ask me how to keep my creativity. I think the fast fashion industry seems to have some ways to make this fluctuation smaller.

36Kr’s Future Consumption: What is UR’s way to make this fluctuation smaller?

Li Mingguang:Digital construction is the key. For example, we have explosions, best-selling models, flat-selling models, unsalable models and ultra-unsalable models. Explosions will have commonalities, so maximize this commonality and add this factor to the best-selling models. Generally speaking, UR will make efficient decisions with the help of IT system, and also rely on the perceptual ability of buyers and designers. In the whole product structure, sales-oriented and creative products account for half each, and we will make a good balance.

We have long established two strategies-fashion UR and technology UR, with fashion as the root and technology as the foundation. The core competitiveness of the company is fashion, and technology can help improve operational efficiency. Our IT team is close to 200 people, which is rare in clothing companies with large offline revenue. Our investment in this area is second only to product research and development.

Future Consumption in 36Kr: What is UR’s latest thinking about brand building?

Li Mingguang:I used to think that the store is our best advertisement, and the core is to provide consumers with a unique experience from the perspective of vision and space. If the product is good, it will get twice the result with half the effort, but now I find that this strategy alone may not be enough. In the past ten years, UR has driven brand development by product power. In the next 10 years, I hope to add a brand power to realize two-wheel drive of product power and brand power. Starting from this year, we will make great efforts to build brand strength and make the brand’s personality and spirit more distinct. The fashion industry has always needed to be expressed.

36Kr’s Future Consumption: What do you want UR to look like in the end?

Li Mingguang:Many overseas fashion brands have come to China and set up stores in Shanghai, Beijing, Guangzhou, Hangzhou and other places, but no China brand can be opened in London, new york, Munich or Los Angeles. In the next 10~20 years, there will be such a brand in China. Why not UR?

If clothing enterprises want to develop on a large scale, they will definitely take two paths, one is brand globalization, and the other is multi-brand. In the future, UR these two roads will go hand in hand.

Future consumption in 36Kr: Will you often go back to the first store now?

Li Mingguang:If that store is still in its original state, I may go back often, but it has become another store.

36Kr’s future consumption: what changes have you made?

Li Mingguang:People must be getting older and quieter. The love of clothing, the pursuit of beauty, and the firmness of brand mission and vision have never changed.