Qu, a female master of returnees, started a business in China. I didn’t expect that the business was not smooth and the company was difficult to maintain. Once, Qu was sorting out work materials in the study room of a famous university in Haidian District, during which he found that the laptop on the table next to him was unattended, so he extended a thief’s hand. Since then, Zou has committed crimes for more than 10 times. Yesterday, the reporter learned from the Haidian prosecutor that on February 24 this year, the prosecutor approved the arrest of Qu on suspicion of theft. Zou confessed that stealing things is to exchange money and maintain the company’s operations. Jinghua Times reporter Chang Xin

　　> > case

　　People go to eat, computers stay in study rooms.

　　At about 17: 45 on January 16th this year, Dandan (a pseudonym), a student of a famous university in Haidian District, and his classmates left the study room to have dinner in the cafeteria, and put the Apple laptop on the desk in the study room.

　　At about 19: 45, Dandan returned to the study room and found the laptop on the desk stolen. Upon inquiry, it was learned that only a few students were studying in the study room at the time of the incident, and no one noticed that someone had entered the study room and taken away the laptop. Dandan immediately called the police.

　　The police at the Yanyuan police station quickly rushed to the scene. After verification with the school, since January this year, there have been many cases in which articles left by students in the study room have been stolen.

　　Due to the seriousness of the case, Haidian Public Security Bureau attached great importance to it. At 9: 30 am on January 18, a task force composed of the plainclothes investigation squadron of the criminal investigation detachment and Yanyuan police station was set up.

　　> > investigation

　　Borrow students’ computers to leave traces on the Internet.

　　The police seized the surveillance video of the study room and found that at 6 o’clock on January 16, a woman wearing a light coat and a blue hat entered with a white satchel on her shoulder.

　　The woman first walked in the corridor of the study room and sat down when she reached the place where Dandan put her laptop. She turned on her laptop, looked at other students in the room at the same time, and found that no one was paying attention, so she put the computer in her satchel and got up and left. The whole crime time is only more than 5 minutes.

　　The police then inquired about the monitoring of other study rooms where crimes were committed. After a series of cases, it was learned that since January this year, the woman went to the university several times in the afternoon and evening, entered when the students left the study room, and stole the laptops left by the students.

　　The surveillance also recorded a picture that the female suspect had borrowed a computer from a student in the study room. The police managed to find the student and learned that the female suspect borrowed the computer to check things online. According to their online records, the police learned through technical means that the female suspect was Qu, and grasped the woman’s physical appearance through case monitoring. Because of the suspicion that Qu might commit crimes in the school, the task force arranged for the police to stay in plain clothes near the study room.

　　> > arrest

　　Go away after stealing a mobile phone and be caught red-handed

　　At about 18: 50 on January 18, the plainclothes policemen who were guarding found a woman wandering near the teaching building, and then entered a study room. The woman’s appearance was similar to that of the suspect Qu Mou in the monitoring screen, wearing a black coat, a black hat and a black shoulder bag.

　　The police immediately placed control outside the study room. When the suspect walked out of the study room, he controlled it and got a red rice mobile phone from his satchel. The suspect woman introduced herself as Zou. At first, Zou argued that the mobile phone was borrowed from school students to make calls. At this time, a female student walked out of the study room and recognized that the mobile phone was her own. I don’t know when it was stolen by Qu. The police then showed the surveillance video of Zou’s previous theft, and Zou bowed his head and admitted the fact of his theft. Subsequently, the police obtained seven laptops involved in the case from their temporary residence.

　　After the trial, Qu admitted that he had repeatedly entered the study room of the school to steal. The police audited more than 10 cases and obtained 7 laptops and a mobile phone involved. On January 19 this year, Qu was criminally detained by Haidian police on suspicion of theft.

　　> > confession

　　Commit a crime to raise funds for the company

　　Yesterday, the reporter learned from Haidian Procuratorate that on February 24 this year, the prosecution approved the arrest of the suspect Qu on suspicion of theft.

　　According to the prosecutor who handled the case, after the trial, it was learned that the suspect Qu was 31 years old. He studied in France and obtained a master’s degree. In 2015, he returned to China to start a business and start a company. Unexpectedly, the business development is not smooth, and the company is difficult to maintain.

　　According to the prosecutor, on January 1 this year, the suspect Qu Mou came to a famous university in Haidian District. When sorting out the work materials in the study room, he found a Lenovo laptop on the back desk, and the victim went out to work. At that time, there were very few people in the classroom. Qu Mou left this laptop in a black bag that he carried with him in a hurry.

　　After a success, Zou found that this was also the way to make money, so from January 1 to January 18, he committed crimes in the study room of the university many times, stealing Apple laptops, Lenovo laptops, Xiaomi mobile phones and other items.

　　According to Qu, she never looks at the brand when stealing goods, only at the operating system. She only steals from Apple or Microsoft. The first time I stole something, I wanted to use it for myself. The second time, the company ran out of money. I stole a laptop and sold it for emergency. Then I stole it to prepare funds for the future development of the company.

　　In response to this case, the prosecutor reminded that the school is an open place where all kinds of people will appear. There are not only students who study by themselves at school, but also idlers in society. Everyone should ensure the safety of their belongings. If it is a small item such as a mobile phone, you may wish to take it with you at any time. If it is a big item such as a computer, it is best to ask a classmate who is sitting nearby and familiar with it to take care of it.

　　On the evening of October 9th, Beijing time, the Royal Swedish Academy of Sciences announced that the 2019 Nobel Prize in Chemistry was awarded to Goodenough, a professor at the University of Texas at Austin, Whittingham, a professor at the State University of New York at Binghamton, and Akio Yoshino, a Japanese chemist, in recognition of their contributions in the field of lithium-ion batteries.

　　The three will share the prize of 9 million Swedish kronor (about 6.47 million yuan) equally. The Nobel Committee commented that "they created a rechargeable world".

　　It is worth mentioning that Goodenough, born in 1922, is 97 years old this year. This award has also set a new age record for the Nobel Prize.

　　Lithium batteries have completely changed life.

　　Li-ion battery research, which has been "running with you" for many years, finally won the Nobel Prize in chemistry this year.

　　After this year’s awards were awarded, the academic circles have said that the three scholars won the awards as "widely expected". Jiang Xuefeng, a professor at the School of Chemistry and Molecular Engineering of East China Normal University, commented that the three Nobel Prize winners played an important role in the basic model construction and industrial promotion of lithium-ion batteries.

　　The Nobel Committee commented that lithium-ion batteries have completely changed our lives since they first entered the market in 1991. Today, mobile phones, cameras and even electric cars, as well as pacemakers, etc., the most important energy source is lithium-ion batteries.

　　In addition, lithium-ion batteries are widely used to store other renewable energy sources, such as solar energy and wind energy, thus effectively reducing greenhouse gas emissions.

　　Lithium-ion battery is a kind of secondary battery, also known as rechargeable battery. Inside the battery, lithium ions (charged atoms) move along the path between two electrodes, thus generating current.

　　"Lithium atom has a unique property, its outer layer has only one electron, which is very easy to lose. Lithium batteries use the property that lithium atoms are easy to lose electrons, so that electrons can be transmitted on external wires and power equipment that needs electricity. " Jiang Xuefeng interprets the principle of lithium batteries.

　　Jiang Xuefeng introduced that if the battery wants to be recycled, it needs to turn the gain and loss of electrons into a reversible process, which requires selecting the anode and cathode materials of the battery. "It can be seen that three scientists have been using different materials to solve such problems in the development of lithium batteries."

　　The design foundation of today’s lithium-ion batteries was laid during the oil crisis in the 1970s. At that time, Whittingham, who worked for Exxon, an energy company, drafted the initial design scheme of lithium battery, using titanium sulfide as cathode material and metallic lithium as anode material, and made the first new lithium battery.

　　Ramster Romm, a member of the Nobel Prize Committee and a professor of chemistry at Linnaeus University in Sweden, introduced at the press conference that the potential of lithium metal batteries in Whittingham reached 2V. "The alkaline battery we use today is only 1.5V, so in terms of potential, this battery is quite good." Ramster Roma said.

　　In 1980, another Nobel Prize winner, Goodenough, discovered that lithium cobaltate could be used as cathode material for lithium ion batteries. The potential of this material is higher, reaching 4V— — As stated in the award speech, "the potential of the lithium battery has doubled".

　　Up to now, lithium cobaltate is still the most widely used cathode material for lithium ion batteries. Moreover, Goodenough also developed Ferrous lithium phosphate and other new lithium battery materials, and he was also honored as "the father of lithium batteries".

　　Solve the security problem and officially enter the business.

　　Lithium is a very active element. In order to avoid reacting with air, pure lithium is usually kept in oil. This also means that there will be safety hazards when lithium metal is used in batteries; In Whittingham’s early experiments, battery short-circuit explosion is common. This is one of the reasons why the above lithium battery can’t get out of the laboratory.

　　Scientists have been looking for ways to tame lithium.

　　In the 1980s, Japan’s consumer electronics industry was developed, so there was an urgent need for a lightweight and rechargeable battery to power camcorders, wireless phones and mobile computers.

　　Akira Yoshino, a chemical engineer working for Asahi Kasei Company, tried to find a safe and commercially available lithium-ion battery from Goodenough’s research. According to Goodenough’s theoretical model, he used lithium cobaltate as cathode and tried to use various carbon-based materials as anode. Yoshino Akira was very careful when testing the safety of the battery, and even put the testing work in a room dedicated to explosives inspection.

　　In 1985, Akira Yoshino replaced the reactive lithium in the anode with petroleum coke, a carbon-based material, thus completely eliminating metallic lithium and completing the world’s first commercialized lithium-containing alkaline lithium-ion battery.

　　Solved the safety problem, which means the arrival of the commercial era of lithium batteries. This new type of safe lithium-ion battery is favored by Sony. In 1991, Sony and Asahi Kasei released the world’s first commercial lithium-ion battery, which opened the "lithium-ion battery revolution" of consumer electronics products.

　　The Nobel Committee commented that this "lightweight and durable battery can be recharged hundreds of times before its performance declines". (Nanfang Daily reporter in Beijing Wang Shizhen Planning: Zhang Zhichao)

Wen | Yi Meishang

Li Jiaqi once again fell into the whirlpool of public opinion.

On September 10th, some netizens commented in the live broadcast room in Li Jiaqi that "Hua Xizi is getting more and more expensive", and Li Jiaqi replied: "Where is it expensive? Sometimes I look for my own reasons. After so many years, my salary has not risen. Have you worked hard? "

As soon as the above remarks came out, they immediately caused heated discussion. According to the incomplete statistics of Yimei, from yesterday to today, at least eight related topics, such as # Li Jiaqi with goods #, # Li Jiaqi said that he couldn’t find his previous state #, # Li Jiaqi apologized # # How expensive the flower west is #, rushed to Weibo for hot search.

As of press time, only the TOPic of # Li Jiaqi Internet Users with Goods # triggered over 1.3 billion readings and 5.7 million interactions, and continued to occupy the top list of hot searches in Weibo for over 15 hours. According to other statistics, Li Jiaqi lost 630,000 powder overnight.

Intercepted from Weibo

Li Jiaqi’s inappropriate remarks are controversial, and double 11 may be affected this year

The incident originated from a live broadcast in Li Jiaqi recently.

Li Jiaqi planted grass for fans in the live broadcast room, saying that one of Hua Xizi’s "Shouwumei chalk is very easy to use". Some netizens commented in the comment area that "Hua Xizi is getting more and more expensive".

After paying attention to this message, Li Jiaqi immediately shook his head and sighed and said, "Where is it expensive? It’s been this price for so many years, okay? Don’t talk nonsense with your eyes open. " "Sometimes look for your own reasons. Has the salary increased for so many years? Have you worked hard? "

As soon as this remark came out, Huowa, a small assistant in Li Jiaqi’s live broadcast room, immediately widened her eyes, and the remark quickly went out of the circle, fermenting on many social platforms such as Weibo, Xiaohongshu and Tik Tok, and # Li Jiaqi’s user with goods # jumped to the first place in Weibo’s hot search.

Intercepted from Weibo

Under the relevant Weibo, a hot comment pointed out that "you can explain why it is so expensive, whether it is because of raw materials or workmanship or other reasons, but you can’t attack consumers, which is somewhat personal attack". Senior media person @ Hu Xijin also wrote, "The sentence that Li Jiaqi said later is really inappropriate and a bit abrupt."

With the heat of the event soaring, another recording screen of Li Jiaqi’s live broadcast room was also circulated on the Internet. In the video, accompanied by assistant Wangwang, Li Jiaqi explained, "I have no other meaning." "I know that I can sit here thanks to all the fans who support me and trust me. I don’t have to work, but I am sitting here for you." In addition, he also complained that "I can’t find my former interesting state, so I have to be tactful."

This remark caused another wave of fermentation, and many consumers bluntly said in the comment area that "Li Jiaqi is gone with the wind" and "forgot the original heart".

At 1: 00 this morning, Li Jiaqi once again issued a formal apology for his inappropriate comments in the live broadcast room, and his personal Weibo: "Yesterday, when I responded to the product comments in the live broadcast room, I said something inappropriate and uncomfortable for everyone. Sincerely accept criticism. " He also wrote in his apology that fans questioned his remarks that he had forgotten his original intention. "I am a makeup counter salesman and I know that everyone’s work is hard and not easy. I am really sorry that what I said failed to live up to your expectations. "

But netizens didn’t buy it. Li Jiaqi apologized to Weibo, and a hot comment "You earn ordinary people’s money, but in the end you ridicule ordinary people’s poverty" caused nearly 600,000 likes and 10,000 replies.

"Li Jiaqi’s remarks are obviously in the mind of a superior person who is a master, a boss, divorced from the bottom and has enough to eat and wear. It may affect this year’s double eleven. " An unnamed dealer told Yi Meishang.

However, the above-mentioned dealers also believe that, despite this, as a long-lasting head anchor in the industry, it is not difficult for Li Jiaqi to get through this.

Is eyebrow pencil more expensive than gold? Hua Xizi responds to price disputes

In this matter, Huaxizi has also become a hot topic for consumers, and topics such as # How expensive is Huaxizi #, # The exclusive currency unit of Huaxizi workers #, # More than 20% of Huaxizi’s revenue comes from Li Jiaqi # have been on the list for many times.

On the live broadcast that day, Li Jiaqi said that Hua Xizi’s first black eyebrow chalk was "one from 79 yuan, buy one and get two replacement clothes". In this regard, some netizens summarized the common eyebrow pencils on the market, and listed the brand, gram number, price and gram unit price of each eyebrow pencil for comparison.

As shown in the following table, the weight of a 69 yuan eyebrow pencil owned by Huaxizi is 0.07, and the average price per gram of Huaxizi eyebrow pencil is 985.71 yuan, which is higher than the domestic gold price of 467.98 yuan/gram that day, and 16.76 times that of the classic machete eyebrow pencil of international famous brand Shu Uemura. In this regard, some netizens ridiculed that "migrant workers have a new exclusive currency unit: 1 flower west =79 yuan".

Tuyuan Weibo

Yi Meishang observed that there was also a popular poll in Weibo today, that is, in this incident, "Is the implicated Huaxizi wronged?" 19% of netizens chose "wronged, and the reputation and sales of Huaxizi were affected", but 76% chose "not wronged" and thought that the pricing of Huaxizi was "expensive".

As can be seen from its official flagship store, the price of Huaxi Zi is generally in the range of 69-269 yuan, which basically conforms to its positioning of mass makeup. Take the product Shouwumeibi as an example, its single price in official website is 69 yuan, and in the live broadcast room in Li Jiaqi, it is 79 yuan 3/ piece, which is economical to 26 yuan/piece. But on Taobao platform, the sales volume of TOP5 eyebrow pencil is mostly in the range of 9.9-20 yuan. It can be seen that Hua Xizi is not expensive compared with international brands, but for other cheap makeup items, this price seems to be slightly higher.

There are also consumers who bluntly say, "Hua Xizi’s money is spent on channel promotion, and more than half of it has entered the live broadcast room in Li Jiaqi." This statement is not groundless. According to statistics, since 2019, Hua Xizi and Li Jiaqi have been deeply bound, with a turnover of 1.13 billion in that year alone, up 25 times year-on-year. In the first seven months of 2020, Hua Xizi participated in 45 live broadcasts in Li Jiaqi. In January and February of 2021, the broadcast rate of Hua Xizi was as high as 50%. According to the news, Huaxizi’s monthly marketing investment is as high as 20 million yuan only on live broadcast platforms such as Li Jiaqi, accounting for more than 20% of the total marketing expenditure.

In addition, Li Jiaqi is also the chief brand recommendation officer of Huaxi Zi, who has participated in the creation of Huaxi Zi’s "Miao Impression" and "Dai Impression" series products. Ke Rundong’s research once said, "Li Jiaqi alone brought more than 20% of the revenue to Hua Xizi."

After the Li Jiaqi incident was fermented, it began to spread on the Internet that "Hua Xizi gave Li Jiaqi 80% commission". Regarding this matter, Hua Xizi’s customer service staff said that it was not clear for the time being. Regarding the price dispute, Hua Xizi responded that "the products in our store are relatively cost-effective. If you have the need to buy, you can also try it. I believe you won’t be disappointed." In the face of Li Jiaqi’s "inappropriate remarks", Hua Xizi also said that this matter has been recorded and there will be a special department to investigate. However, at present, no notice of suspension of cooperation between the two parties has been received.

Domestic products are expensive, do consumers have to pay the bill?

From the market point of view, it seems that the higher price of domestic products is the general trend.

According to Yi Meishang’s previous report, domestic products have fallen into a "price hike" this year. For example, a lip mud that was once priced in 20 yuan is now sold in 60 yuan; A skin care essence suit has increased by more than 100 yuan in two years. Some bloggers even labeled individual domestic products as "price assassins" and named brands such as Polaiya. "In 2018, the price of a brand’s special care cream was half cheaper than now." (Recommended reading: domestic beauty, "robbery" by fire? )

In a live broadcast in February this year, Li Jiaqi also issued a price increase forecast, saying, "Don’t compare it with the price three years ago. It’s not that I sold it expensive, but that brands are upgrading and increasing prices, and domestic products are no exception."

At the end of August, Little Red Book blogger @ A Ding Er Million with 130,000 fans released a video denouncing the price increase of domestic products. She said, "When some domestic products just started, they were cheap and easy to use, and each called themselves the light of domestic products. When the fire rises, it floats. It can’t be called cutting leeks. It’s called uprooting leeks. " Less than half a month after the release of this video, it attracted nearly 10,000 likes and caused many consumers to resonate.

Excerpt from Little Red Book

On the one hand, as Tian Liming, vice president of Heheda Group, said, "Under inflation, the price increase of products is the inevitable way." In recent years, foreign brands, such as SK-II and Estee Lauder, have also adopted the price increase strategy to increase revenue.

In addition, the continuous rise in raw material prices is also one of the factors contributing to the price increase of cosmetics. According to public reports, some cosmetic raw material suppliers have raised the prices of raw materials such as emulsifiers, oils, preservatives, surfactants and polyols by 15%~25%. BASF, the global cosmetic raw material giant, also mentioned in its 2022 financial report that its main source of growth is the price increase in the whole business area brought about by the rise of energy and raw materials.

For domestic beauty products, "domestic products are cheap on the surface and expensive on the gram" and other remarks are also rampant. According to Yi Meishang, in the above-mentioned industry background, reducing gram weight and increasing gram price have become the most commonly used "price increase" methods for domestic cosmetics.

Some brands bluntly say that reducing gram weight can control costs and improve repurchase rate, but also for safety and hygiene considerations. "The shelf life of lipstick products such as lipsticks is generally three years, but most consumers own more than one lipstick. A small gram of lipstick can largely avoid the oxidative deterioration of Kaifeng products, which will lead to the decline of product texture, quality and safety."

On the other hand, price increase is also one of the strategies of high-end domestic product layout, that is, price increase is realized through single product upgrade and high-end line product layout.

In Tian Liming’s view, taking the high-priced road can win more market share. "First, be a high-priced brand, and then hit the downside, and the winning rate will be particularly high." According to reports, a brand owned by a foreign-funded giant is often imported before entering the China market, and the price is high. After the brand image is firmly established, it will switch to domestic raw materials to reduce the cost, thus reducing the product price and fully "harvesting" high, middle and low-end consumers.

"From this point of view, brands that have been striving for consumers at low prices have to do the opposite and seek high prices to avoid being hit."

However, for consumers, the price increase of domestic products and the "worth" of the products themselves are still the fundamental reasons.

In this incident, Li Jiaqi said that "domestic brands are very difficult". In the face of such remarks, consumers bluntly said, "It is not a gold medal to avoid death to make domestic products" and "It is also difficult for me to make money".

In the minds of consumers, the impression that domestic products "emphasize marketing and neglect research and development" is always indelible. Still taking Hua Xizi as an example, public information shows that half of the 177 patents applied by Hua Xizi are product packaging design. Previously, the Qixi gift box, which was priced at 1314 yuan, was also criticized as "over-packaging" and "IQ tax". Based on this, the price increase of Huaxizi is not easy to be accepted by consumers.

According to the statistics of Yimeishang, in recent years, local beauty companies have begun to increase their research and development in an attempt to reverse the "stereotype" of consumers. For example, in the first half of this year, 10 local beauty companies spent a total of 713 million yuan on research and development expenses in the first half of this year, an increase of 17.27% compared with 6.08% last year. Among them, the research and development expenses of Huaxi Bio and Betani exceed 100 million yuan. (Recommended reading: Top 10 local beauty giants, start the championship battle! )

However, the Li Jiaqi rollover incident still sounded the alarm for beauty practitioners. As a practitioner said, "domestic products are far from enough. If you want to become a’ high-end domestic product’ recognized by consumers, you need to have solid high quality and high efficiency, build a more stable order price and channel system, and have better service value and cultural value."

Liang Junqi and Ma Doucheng

Football originated in China. During the Spring and Autumn Period and the Warring States Period, "Cuju" or "Collapse Ju" appeared. The earliest statement can be found in Qi Ce, the Warring States Policy: "Being rich is very blessed and real …… it collapses". In the Han Dynasty, cuju got a greater development due to the prosperity of social economy, which was almost empty, and cuju became the main sports activity of the court. Modern football originated in Scotland, and since it was introduced to China at the end of 19th century, it has been widely welcomed by Chinese people with its unique charm. Li Huitang, a player who was active in modern China football, was once rated as one of the "top five ball kings in the world" by an authoritative magazine in the Federal Republic of Germany. However, as football has become one of the most popular sports in China, the development of football in China has been ill-fated and has failed to live up to the support and love of Chinese people. Exploring the development history of football in China and putting forward targeted opinions and suggestions have certain reference significance for promoting the development of football in China.

1. Shanghai has become the birthplace of modern football in China.

When it comes to modern football in China, we can’t help but mention Shanghai. As the earliest gateway city to open concession in modern China, Shanghai was inhabited by westerners, with numerous church organizations, and was deeply influenced by the west in all aspects of social life. Therefore, it became one of the main windows for modern China to introduce western things, including sports, and was once known as "the cradle of China football" and "the important football town in the Far East", just after Hongkong. It can be said that Shanghai is the birthplace of modern football in China and the cradle of the development of modern football in China.

In 1848, when the Cambridge Rules, the first written rule of football, was born, Shanghai, known as the "ten-mile foreign field", was also influenced by missionary schools, which opened a new era of modern competitive sports in China. In November 1867, Shanghai Westerners established a football association, also called a football club, and formulated some football rules. Later, according to their respective units, they gradually split into different teams, such as navy football club, police football club and so on. However, Shanghai Football Club still undertakes the responsibility of leading and organizing all the western football clubs in Shanghai. At the end of 19th century, football was included in the teaching content of Westernization schools and missionary schools.

In 1895, St. John’s College established the first all-face of china football team in Shanghai. Although I dare not say that this is the first football team in China, it is also one of the early modern football teams in China, and it is known as the "St. John’s Braid Army". Shortly thereafter, Shanghai Nanyang College also set up its own football team. In 1902, the two schools imitated the football team competition between Oxford and Cambridge, and began to hold a series of competitions that could be recorded in the history of China. As a result, football became a popular sport in various famous universities in Shanghai at that time, and even major middle schools such as the famous Xuhui College became "trendsetters" in this "new sport".

In 1902, the Shanghai Football Association was founded (referred to as "Western Union") and began to hold the Scooter Cup. As the most influential football match in Shanghai that year, participants in the Scooter Cup are not allowed to have China teams or face of china. To this end, Shanghai students and the people jointly established the East China Inter-school Football League, in which soccer teams from eight schools participated. In order to fight against the Western Union, the All-China Sports Association was established in 1924, with Zhang Boling as the chairman and Wang Zhengting as the honorary president. In the same year, the Chinese Football Federation was established in Shanghai, which was a milestone in the development of modern Chinese football. Since then, with the holding of the national sports meeting and the national sub-regional football match, it indicates that football has gained extensive attention and gradually spread throughout the country.

Second, modern football in China went from glory to decline.

Football is an emotional sustenance and a historical inheritance. A philosopher once said: There are only two common languages of human beings, one is music and the other is football! As the "world’s first sport", football is very popular all over the world. Especially in some European and American countries, the level of football is relatively high, and the development of football and football industry is relatively mature. But little known is that the popularity of football in modern China is not inferior to that of today, and it represents the highest level in Asia at that time.

On the history of modern football development in China, Li Huitang is an unavoidable figure. In 1922, at the age of 17, Li Huitang was selected as the main striker of South China Team, the most famous football team in Hong Kong. In 1925, Li Huitang was invited to Shanghai to prepare for the Shanghai Lehua Football Team. In 1927, he led the team to win three championships, namely, the first-class tournament held by the Western Federation and the first-class tournament held by the Chinese Football Federation. Although they didn’t win the Scooter Cup, Li Huitang and Lehua football have already become the symbols of China football. In the 1920s, there was a saying in China: "It’s up to Mei Lanfang to watch the play and Li Huitang to watch the ball." In old China, it is really extraordinary that a football star can be compared with the name of Mei Lanfang, a master of Peking Opera. He won the title of "Asian Ball King" with tenacious struggle and superb skills. In 1976, an authoritative football magazine in the Federal Republic of Germany organized a selection campaign, and Li Huitang was named "the top five soccer kings in the world" along with Brazil Pele, England Matthews, Spain Stifano and Hungarian Serbs.

In 1924, the Football Association of the Republic of China was established, and China football was truly systematized and institutionalized. For the first time, a regular team representing the country’s foreign wars appeared. In 1924, it was also regarded as the founding year by the national football team, marking the beginning of football in China and becoming a standardized competition in China. Joining FIFA in 1931 also confirmed the recognition of China football by the international community. At that time, China football began to enter the "golden age" of strong development in Asia. Together with Li Huitang, the first groundbreaking pioneers emerged. From 1915 to 1934, China won nine consecutive championships in the Far East Games, and was shortlisted for the Olympic Games twice in 1936 and 1948. At this time, China football is a well-deserved overlord in Asia. Later, due to political and other reasons, there was a vacuum in the whole world football, and China football was no exception.

After the founding of New China, the China Football Association was established in 1955. After failing to hit the 1958 World Cup finals, it withdrew from FIFA. Then came the ten-year Cultural Revolution, when football was banned. After the reform and opening up, he rejoined FIFA in 1979. Since then, China failed in the 1982 World Cup finals. This is the first time that China’s football has been closed for a long time, and it has hit the World Cup qualifying right since it returned to FIFA. In essence, it is the beginning of the modern history of China’s football. Since 1976, China team has participated in the Asian Cup for nine times in a row, and reached the finals twice in 1984 and 2004, but both of them came back with a grudge. Their debut in the first World Cup was the 2002 World Cup in Korea and Japan, but they lost all three games and conceded 9 goals without scoring a goal.

1992 was the first year of football professionalization in China. The "Hongshankou Conference" held in June, 1992 was hailed as the Zunyi Conference of China Football. The conference decided to take professionalization as the breakthrough of football reform, and it was also supported by national leaders. In 1994, the first League A began, and China Football Year officially entered the professional road. After the end of the 2003 season, League A and League B were transformed into the first-class football leagues in chinese super league and China. Entering the 2002 China-Japan World Cup finals was the heyday of Japanese football. Since then, the achievements of the "National Brand" team have been lackluster, but Evergrande Football Club won the AFC Champions League twice in 2013 and 2015 respectively, saving some face for China football.

Revitalizing and developing football is the ardent expectation of the whole country, which is related to the physical and mental health of the masses and the cultivation of excellent culture, and is of great positive significance for building a sports power, promoting economic and social development and realizing the great rejuvenation of the Chinese nation. On March 16th, 2015, the highly anticipated Overall Plan for Football Reform and Development in China (hereinafter referred to as the Plan) was officially announced. As a programmatic document of China’s football reform and development, there are 50 reform measures in the plan, which can be called the most important reform in the history of new China football in terms of content and scale. It also means that China’s football reform has entered a "deep water area", and the future reform road has attracted more attention. In April 2016, the Medium-and Long-term Development Plan of China Football (2016-2050) (hereinafter referred to as the Plan) was issued. The plan is divided into three periods: short-term, medium-term and long-term. In the near future, it is necessary to achieve the development goal of ensuring basic, strengthening grassroots and laying a foundation; In the medium term, it will achieve the development goal that China football is more dynamic, more energetic and more influential, and ranks among the top teams in the world; In the long run, it is necessary to achieve the goal of being a first-class football power, and China’s football will achieve all-round development.

If the Plan is the "program" of football reform and development in China and the Plan is the "goal" of football reform and development in China, the future development of football in China will usher in a clearer timetable and a clearer road map.

Third, it is a long way to go to realize the revitalization of football in China

Since China football has been concerned by the public, tragedy and tragedy have become synonymous with them. China men’s soccer team took part in international competitions and capsized several times at the last minute, and performed a series of "black three minutes", which seemed to be an insurmountable psychological barrier for the China team. "5.19 tragedy", "Irbid tragedy", "Golden State tragedy", Yangcheng tragedy, borhani’s humiliation, World Cup tragedy … have impacted the fragile hearts of China fans again and again. "If you are not happy, just watch the national football game!" "If you want to be in a bad mood, go and see the Super League!" ….. netizens commented like this.

Of the three big balls, only football was invented by China. At present, China men’s soccer team can only be regarded as a third-rate team in the world and a second-rate team in Asia. China is the birthplace of football, and now China’s backward football achievements and status are not commensurate with the status of the birthplace of football and China’s status as a big country in the world. Popularize football on a large scale, greatly improve the level of football, and make China a world football power, so as to match the historical and realistic status of this birthplace.

一是加强青训体系建设。良好的青训体系是足球人才的最根本的来源。在欧洲乃至世界足坛，几乎每一家球队都非常看重自家的青训营，比如巴萨拉玛西亚青训营、阿贾克斯青训营、曼彻斯特联青训营、拜仁慕尼黑青训营等，培养和出产了大批享誉世界的足坛巨星。曾经，支撑着中国足球的是举国体制的培养训练模式，为中国足球输送了不少人才。但2004年之后，足协把青训的任务交给了市场，原有青训体系崩塌，多年来青训的进展发展缓慢，甚至原地踏步，甚至不断倒退。实现中国足球腾飞的梦想，就要牢记习近平总书记对校园足球及中国足球发展的殷切希望，牢记立德树人、全面发展的核心目标，进一步完善校园足球制度体系和治理体系，探索和建立一个符合我国国情和特色的青训体系，为中国足球的腾飞壮骨强筋、固本培元。

The second is to popularize football for all. At present, there are less than 7,000 young players registered by China Football Association, accounting for 1.4% and 1% of Japanese 600,000 and Spanish 620,000 respectively. There are 8,000 registered professional players, and the quarterly shortage of football population seriously affects the development of football in China. Popularizing football by the whole people and increasing the football population base will naturally increase the number of outstanding players. It is necessary to actively integrate into the top-level design, conscientiously implement the requirements of the "Program" and "Planning", and provide strong support for vigorously popularizing social football. It is necessary to increase financial input, extensively carry out mass amateur football leagues, and drive social football events to go deep into the masses. It is necessary to promote the construction of venues, improve the utilization rate of campus football fields, further improve the hardware facilities of football venues, and provide a strong guarantee for the extensive development of social football. It is necessary to solve the defects in the management system, solve the problem of backward system and mechanism, separate management from office, de-administer, and overcome the tendency of "pseudo-professionalism".

Third, we must strengthen the construction of the league. By other’s faults, wise men correct their own. The experience of European and American football powers tells us that high-level leagues are the only way for football development. League is the foundation of football development in China. Players of our national team are selected, improved and grown in the league. The progress of the national team cannot be separated from the healthy development of the league, which is the basis for the survival and development of the national team. League standards should be in line with international standards, adhere to openness and innovation, and constantly absorb and learn from international advanced experience to transform and upgrade the league level. League organization should be more scientific, and club construction should be more standardized and healthier. It is necessary to increase the construction of professional league culture and professional ethics, improve the all-round and three-dimensional supervision system of the football industry, and resolutely prevent the recurrence of problems such as "fake gambling". It is necessary to adhere to the principle of "football starts with dolls", promote the development of youth training from "quantity" to "quality", effectively improve the club’s own hematopoietic function, realize a virtuous circle and long-term sustainable development, and train and transport outstanding talents for the national team. It is necessary to enhance the awareness of the overall situation, jointly build a national team that can recruit good fighters and have a good style of work, and strive to achieve results that satisfy the broad masses of the people.

(Liang Qiqi, School of History, Qingdao University; Professor Ma Doucheng, School of History, Qingdao University)

　　(Reporter Xie Li) Yesterday, the annual national examination war started again. More than 1,100 test sites in 53 cities in 31 provinces (autonomous regions and municipalities) were opened at the same time, and 1.134 million people actually took the exam, with a reference rate of about 88%. The ratio of the number of candidates to the number of employment plans was about 40: 1. Among them, there are 16 examination areas, 109 test sites and 2,481 examination rooms in Beijing, and more than 73,000 people have registered for reference.

　　It is understood that more than 120 central authorities, their directly affiliated institutions and units managed according to the Civil Service Law participated in this examination. It is planned to recruit 28,500 people, with a total of 1,659,700 people passing the qualification examination of the employer, and 1,292,200 people paying for the written examination. The actual reference number is 1.134 million.

　　Real-time monitoring of various anti-cheating tools in the examination room

　　Yesterday, at a test center in Shijingshan District, the Beijing Youth Daily reporter saw that the distance between each seat in the examination room was 80 cm, so it was really difficult to sneak a peek at other people’s test papers with your eyesight. At the same time, real-time monitoring cameras can be seen on the ceiling in front of the examination room, and the wireless signal shielding instrument is also started.

　　On the display screen of the examination office of the test center, the monitoring situation of each examination room is played in real time. The examination toolbox standing next to it is also equipped with various anti-cheating tools. For example, the ID card recognizer is mainly used to identify the authenticity of candidates’ ID cards and prevent them from taking exams instead of using other people’s ID cards. A long metal detector can detect invisible headphones and prevent wireless headphones from cheating; Law enforcement recorder, which can collect evidence on the spot for violations. The most powerful and widely used is the white box-shaped wireless earphone detector. "Although it is small, it has a positioning function, which can locate the radio equipment brought by the candidates, and at the same time, it can monitor the sound of transmitting answers in the middle of the exam." The relevant person in charge said.

　　It is understood that in recent years, the national examination has not only been equipped with a variety of high-tech anti-cheating weapons in the examination room, but also increased the intensity of cracking down on cheating in the examination. Peng Zhongbao, inspector of the examination and employment department of the National Civil Service Bureau, pointed out that there is "zero tolerance" for cheating in exams. Cheating for others, providing equipment, selling or providing answers to test questions to others; Those who take exams for others or let others take exams for themselves are included in the scope of criminal punishment. If the cheating company organizes cheating, it will be sentenced to more than 3 years and less than 7 years; Provide test questions and answers, and if the circumstances are serious, they will be sentenced to more than 3 years and less than 7 years. It is reported that the overall order of the exam is good.

　　Artificial intelligence test questions

　　In the morning test, candidates generally reported that it was not difficult, but they read a lot and were more inclined to science and engineering. Hot topics of current affairs include military reform, combat equipment, constitutional amendment, rural reform, etc. At the same time, scientific and technological examination questions also account for a large proportion, including dragon diving, artificial intelligence, stealth aircraft, etc. The General Principles of Civil Law of People’s Republic of China (PRC), which was just implemented in October this year, also entered the examination questions.

　　In terms of common sense judgment, legal questions account for almost half of the city-level examination questions, which makes many candidates feel: "You can’t be legal blind!" To the surprise of the candidates, the examination questions didn’t mention anything about the 19th National Congress. "The 19th National Congress is so important, I didn’t take a test, and I recited so many knowledge points in vain. I really want to cry to death."

　　In this regard, Chinese public education experts pointed out that the examination questions in 2018 are closer to life, and the common events in daily life are used to examine the knowledge points of various disciplines, such as taking tourist routes to lead to the test sites of world geography. "This reflects that the accumulation ability of candidates’ basic literacy is extremely high, not only to master conventional knowledge points, but also to have a macro knowledge structure and the ability to play on the spot."

　　In addition, there are many high-frequency idioms in this year’s exam questions, such as inseparable, mutual reflection, sharing weal and woe, conscientious, enough is enough and so on.

　　Pay attention to imagination in the application

　　Yesterday afternoon’s national examination application was very different between the sub-provincial level and the prefecture-level level. The sub-provincial examination paper is entitled "Investigating the role of science, art and ancient culture on imagination". Chinese public education experts pointed out that combining science, art and ancient culture with imagination has continued the proposition of the national examination, such as the investigation of water wisdom in 2017 and the investigation of humanization of science and technology in 2015. The entry of "imagination" into the scope of the proposition is in line with the state’s emphasis on innovation.

　　Among the examination papers at the municipal level, the theme of the application focuses on urban and rural development, which is closely connected with the current social development situation. It is a reflection on various problems existing in cities and villages at present, and at the same time, I should apply Laozi’s thought of "being or not" to the concept of urban development.

　　"The report of the 19th National Congress of the Communist Party of China pointed out that the rural revitalization strategy should be implemented. This topic reflects the response to the report of the 19 th National Congress. " Huatu education experts pointed out.

　　Check the results in the middle and late January next year

　　According to the previously published announcement of the national examination, after the written examination of public subjects in the national examination, relevant departments will study and determine the minimum qualified score line. There will be differences between the qualified scores of posts above the provincial level and those below the prefecture level.

　　In addition, positions in the western region and hard and remote areas, grass-roots positions and special professional positions, etc., will be given policy inclination when drawing the minimum qualified score line.

　　In the middle and late January of 2018, candidates can log on to the special website with their ID number and admission ticket number to inquire about the written test scores of public subjects, the minimum qualified scores and the list of interviewers.

　　After the written test results are announced, the competent department of the central civil servant will determine the list of interviewers according to the interview ratio determined in the Recruitment Guide. The specific interview time will be determined by the recruitment agency, and it will generally be conducted before the end of March 2018. Photography/Our reporter Hao Yi

Home > cover story > body

2006-10-31 11:56 Author:Miao Wei Xie Heng No.41, 2006

On October 27th, Mr. Xu Zhihong, president of Peking University, said in an interview with the media that Peking University had stopped the construction plan of the golf driving range because there were too many objections. President Xu said that I don’t play golf and I don’t know anything about golf. However, it used to be said that tennis was an aristocratic sport, and now almost all universities have tennis courts.

In Zhangzhou Campus of Xiamen University, a "most beautiful" golf driving range is under construction. The driving range started construction in the second half of last year and is expected to be completed in December this year. There is also a mini-court, 5 holes, 4 par-3 holes and 1 par-4 hole, with a total length of 622 yards, with bunkers, water obstacles and fairways. Mr. Zhu Chongshi, president of Xiamen University, said that they built "the most beautiful driving range in China", which is not an exaggeration. It is really rare to have a driving range with a length of 312 yards and a par-4 hole in China.

This summer vacation, Beijing and other cities started many golf summer camps, and parents spent thousands of dollars to sign up and let their children get in touch with golf. In the new semester in September, the students of Shanghai University of Finance and Economics found that the elective course of physical education included golf. The teacher said, "We are a university of finance and economics, and students have more opportunities to get in touch with economic figures after graduation. Now many businesses are negotiated on golf courses, so I hope students can get in touch with the society as soon as possible, understand this sport and lay a foundation for future business activities." Beijing University is going to build a driving range, and Xiamen University is going to link golf with elite education. All these news have caused debates, and golf is once again regarded as a symbol of "rich class" or "social elite".

At the end of October, news came from Tianjin that Tianjin Water Park, which has a history of more than 50 years, began to build two golf driving ranges. The person in charge of the park said that renting some venues was to alleviate the pressure of operation. But the parks enjoyed by the citizens are occupied by the stadiums and clubs of businessmen. In fact, many public sports facilities in Beijing have long been contracted as driving ranges, and the originally planned parks have also become stadiums. Spencer Robinson, the publisher of Asian Golf Monthly, said: "There are many inappropriate courses in Asia. In those places where courses should not be built, people have built courses, while those places that should be natural courses have not been used." He said that golf in Chinese mainland is full of commercial interests.

On November 9th, the "HSBC Championship" will be held in Sheshan Club, and Tiger Woods will come to China again. When HSBC planned this event, it proposed to IMG, an international management group, that tigers should participate in the event with the highest prize in China and even in Asia. As one of the largest financial services institutions in the world, HSBC sponsors top-class golf tournaments in Europe and the United States. Mr. Weng Fuze, president of HSBC China business, said in an exclusive interview with this reporter: "Compared with last year’s tournament, the number of golfers this year has grown even stronger, and many world experts including Tiger Woods, David Howell and jim furyk have confirmed their future in Shanghai. Another notable difference is that our investment in golf development in China is increasing. The HSBC Tomorrow Champion Training Camp project initiated by us in cooperation with the China Golf Association will be first carried out in four cities: Beijing, Chengdu, Shenzhen and Shanghai. " Mr. Weng Fuze said, "Golf is the only sport that HSBC invests in the world at present. Sponsoring golf gives HSBC the opportunity to talk directly with customers, and there are more and more golf lovers among our customers. "

A professional magazine once verified that in 1953, the Shanghai municipal government razed the golf course belonging to HSBC at that time and built a zoo there. After many years, the story seems to have a new cycle. Last year’s "HSBC Championship" promoted the sales of high-end villas in Sheshan Club, and professional reporters recorded the landing point of every shot of Tiger Woods. His influence in the golf crowd can be confirmed in many driving ranges. Those who discuss the technical details will discuss: You swing like a tiger, and you swing like a Florrick. On weekends, friends and relatives can be seen in many golf driving ranges. "Elder sister, swing a shot" and "Slow down, children". They are holding complimentary tickets or newly-established practice cards to experience their newly-started golf trip. Golf courses were once the exclusive territory of the rich, but more and more people began to try this sport and change its face.

How many golfers do we have?

CCTV Sports Channel has a "Golf Match" program every Monday night. The person in charge of the channel said that the "World Football" program on Monday night has a high audience rating, but when it comes to broadcasting golf, the audience rating suddenly drops. But the ratings of less than 1% can also be explained in this way. The director of CCTV Digital Golf and Tennis Channel stated that the number of viewers can often reach more than 1 million. In May this year, the Golf and Tennis Channel was revised and unveiled, and all major competitions will be broadcast live. And from next season, try to broadcast 24 hours a day.

As far as the number of golf courses is concerned, there are 300 to 400 golf courses in China, which is already the second largest golf country in Asia and the fifth largest golf country in the world. Spencer Robinson of Asia Golf Monthly said, "We estimate that there are 300,000 golfers in China at present, including foreigners in China, but course operators and some related people think that the golf population in China should be more. Some people even think that after five years, the golf population in China can reach 4 million-this is obviously an unrealistic figure. "

Li Yan, the boss of Baijiatong, said: "I think the golf population in China is only 500,000, which is still high. Excluding those foreign businessmen who play in China, they can play golf three times a month, and the country will not exceed 500,000." However, what Li Yan counted most was another account. "There are 250 million people in the United States, 30 million of whom play golf; There are 120 million people in Japan, 16 million of whom play golf; There are 48 million people in South Korea, 5 million of whom play golf. The golf population in these countries is more than 10% of the total population. You calculate the population of more than 300 million cities in China, and 10% of them have an annual income of more than 10,000 dollars. The consumption concepts and habits of this income group will undergo fundamental changes. " Li Yan is in charge of "Baijiatong", which is to promote golf clubs and practice cards for beginners. "Now all courses, driving ranges, clubs and clothing companies claim that China has a golf population of 1 million, and they are all staring at this 1 million, and banks, cars and real estate companies are all doing activities for them. But my target market is 30 million people. "

There was an article in Golf Digest magazine that golf is a "national entertainment" in America, because you can play golf no matter how old you are. "You can not only play like a professional player, but also play on the courses they have played, and even occasionally play the same swing as them." In 1972, an article in this magazine said that golf is the "official sport" of our time. "When people work on farms, they are too scattered to play golf; When people work in factories, they are too tired to play golf; When people work in the office, they have time and energy to play golf, because it is one of the few fitness opportunities they can get, even if they are getting older. "

Li Yan’s judgment is that the golf craze in the United States began in the 1960s and 1970s, when the economy was developed. The golf craze in Japan and South Korea was also related to economic development. Mr. Xing Gongjie, President of Bank of Montreal, Canada, Beijing Branch, also supports this statement: "Golf has become a fashion trend. Japan was more than 30 years ago, South Korea was more than 20 years ago, and Hong Kong was more than 10 years ago, all of which were accompanied by economic growth, and the popularity of tennis will be several years earlier than golf. I think golf has also become a fashion in the mainland. "

Let some people fight first.

In 1994, Chia Tai International released a record called "Let me fool myself again". The singer "Transocean" was named "Liu Guoliang". "My goodness is the goodness of a good citizen, which is different from that of table tennis coach Liu Guoliang. However, the two of us have played ball, and I can let him play golf as much as he wants me to."

When Liu Guoliang filled that record, he was in the United States, and he came into contact with golf in Los Angeles. After practicing for a year and a half, he passed the PGA Playability Test. According to the American golf professional qualification regulations, after passing the ability examination, you are a professional trainee. Liu Guoliang said, "I gave up later. Professional players, this road is too difficult. If you really want to enjoy golf, don’t go in the direction of career. Later, I decided to use my skills and contacts to do some business related to golf. "

In 2000, Liu Guoliang met John Reynolds III, vice president of American Club Car Cart Company, and he soon became the company’s agent in China. Reynolds III is a member of the American Masters Augusta Stadium. In January 2006, he finally took Liu Guoliang to Augusta to play a game.

Liu Guoliang’s best partner is Dai Ningwei. In the late 1990s, Dai Ningwei contracted the project of Shenzhen Golf Club, and later began to play golf. He said, "Liu Guoliang is a player I respect very much, and he is my predecessor. He has passed the American professional ability test at the age of 34, and when I was 34, I had not touched the club." Dai Ningwei’s ability to read lines is a must. He laughed at himself as "drainage buried lines, so he can read lines accurately". Zhang Lianwei specially invited Dai Ningwei to caddy at the Volvo China Open held in Shenzhen Golf Club last year. In 2001, Tiger Woods went to Mission Hills in Shenzhen to play ball. It was a big party for businessmen. Many businessmen spent tens of thousands of dollars to get the chance to play a hole with Tiger Woods. Duan Yongping, the boss of BBK, sponsored the tournament and got the chance to play 18 holes with Tiger Woods. Liu Guoliang served as a caddy for Duan Yongping. "Actually, I watched the tiger play ball when I was in the United States, but it was still fun to play a game with him and have a chance to chat with him."

"If you must compare golf in China and the United States, it is obvious that playing in the United States is cheaper. But this comparison is meaningless, and the main difference is the historical and cultural accumulation of golf. A club like Augusta does not have money to become a member. In China, few people play golf, and few people know about golf. Therefore, their views on golf are one-sided, as if they are rich or expensive, and it is an aristocratic sport. Or golf is gambling. In fact, life is not a gamble. You bet 5 yuan on it, and people bet 100,000 yuan on it. It is obvious how much money golf professionals can get when they play first place. The prize list is a reference for the level of players. I would rather say that amateurs gamble a little, which is modeled after professional players. " Liu Guoliang is a well-known amateur in China. When interviewed, he was making preparations for the "Global Connect" competition organized by China Mobile. He did not deny that his cart business was getting better and better, precisely because there were more stadiums and more people playing. "I feel that there are more people who know about golf now. This is an inevitable trend. Everyone can see more games, middle-and upper-income people have begun to play, and public courses have also increased."

"Golf is more difficult for most people. Talent, physical condition, social atmosphere, environment and economic foundation are just like the barrel theory. If there are fewer places, you can’t play golf well. However, the vitality of golf is different from other sports in that it is not a direct confrontation, but rather leisurely. People of different levels can also play together, TEE off on different tees, make shots, and play fairly. "

The driving force of golf

In 2005, the total prize money of the Asian Tour of Golf was 20 million dollars, the European Tour was 200 million dollars, and the American Tour was 250 million dollars. If all the expenses such as appearance fee, publicity fee, license fee and operation fee are included, holding a top-level professional event is costly, and the generosity of sponsors has contributed to the prosperity of golf events. In the eyes of sponsors, sponsoring a golf tournament is like digging a gold mine, because the most targeted customers and people with the most purchasing power are gathered here.

Sponsorship from financial institutions accounted for 21% of the PGA Tour. Financial giants with strong financial resources such as Zurich Bank, Wachovia Bank, Barclays, Bank of America, Deutsche Bank, American Express, MasterCard and Morgan Stanley generously contributed to the high title fee. The total prize money of American Express Championship is $7.5 million, Wachovia Championship is $6 million and Barclays Classic is $5.75 million. Enterprises’ sponsorship of sports events always starts from their own target consumers and corporate culture concepts, and the financial industry is keen on sponsoring golf. "In our financial business, UBS Group AG’s success depends on providing high-quality services. The same is true of golf. It requires decisive decisions, as well as professionalism, professionalism and partnership. " Kathryn Shih, CEO of UBS Group AG Asia-Pacific Region, told this reporter that UBS Group AG was named as the Hong Kong Open, and the prize money in 2006 increased by 66% to 2 million US dollars compared with last year. "Although our customers come from different backgrounds, the popularity of golf in the Asia-Pacific region makes it increasingly an effective way to communicate with customers."

"There are so many poor students, how can you learn golf in the university? How can you play golf when there are so many people who still have not enough to eat? In the political context of China, such remarks are always correct. " Mr. Xing Gongjie said, "However, it should be noted that in the world, golf or golfers have the healthiest image. They are elegant and gentlemanly. Occasionally, a few golfers with poor image will be classified as’ bad’ just because of smoking and drinking. So I will take my children to play ball games. When I go back to Canada, they will also say, Let’s play ball together. That feeling is very happy. It is often seen on the court that a family plays together. "

"It’s certainly a good thing to learn to play in college. Perhaps because a student doesn’t have such good economic conditions, he will put down his studies and have no chance to play, but if he has the opportunity and ability to get in touch with golf after working for a period of time, he will get started faster." Mr. Xing Gongjie said, "Before the IT bubble burst, golf was booming in Beijing. In the late 1990s, many automobile brands started to hold their own golf tournaments, and later real estate companies joined in. There are many kinds of amateur competitions, and various chambers of commerce will organize competitions. Playing ball can really expand their social aspects, but playing that kind of’ social ball’ is also very tiring. "

Before becoming the editor of Golf Master, Eco worked in Xubao Stadium in Shanghai for 4 years. In Eco’s observation, the bags of Shanghai amateur masters and Beijing amateur masters are somewhat different. Beijing masters are almost all Honma hardcore. "Probably northerners make public that golf is expensive, so they all use the most expensive clubs. In the bag of Shanghai masters, Mizuno, TaylorMade and other brands are available, which is more practical. " Besides, the masters in Beijing don’t want to talk about business with you. Some people will say, "I used to swing a sledgehammer when I was a worker in Daqing. That arm strength and that accuracy will definitely help me play golf now, and it is also accurate and ruthless." In Shanghai, there is no contradiction between golf and business. The teams in Shanghai were first organized by Taiwanese businessmen. Later, amateur players in the transportation industry formed the "747 Team", which not only strengthened the contact with peers, but also gave people who wanted to make friends with this circle some opportunities. People in IT circles form quanta team, while polar bears are in the paper and stationery business. In 2002, the friendly competition of golf teams in Greater Shanghai was formally established, and cars and real estate were sponsored in succession. In that year’s competition, someone won a Mercedes-Benz in one hole.

Shanghai Xubao Golf Course is not supported by real estate projects, but the club has achieved brand success by holding Volvo China Open in succession. Echo said that the most exciting experience in her work is also holding competitions, but the Shanghai golf course emphasizes the international background, and most of the senior managers are foreigners, so she turned to be a reporter. My first job as a reporter was to interview the global BMW Owners Amateur Competition held in Thailand in 2005. A marketing manager of BMW said that the reason for organizing the BMW Asian Open in Shanghai is simple, but the market research conducted by the company shows that 50% of BMW owners in China love golf. Although BMW has a F1 team, the public will really accept F1 only when China has its own first-class F1 drivers.

In Apotheker’s judgment, golf is no longer an "aristocratic sport". "A few years ago, in the office building over there in Shanghai Jinmao Center, there were often stadiums to put up small advertisements and sell annual cards for 2,800 yuan or 4,800 yuan, which could play more than 10 games. The purpose of the stadium is to let more white-collar workers start playing golf. Playing golf can help them’ climb up’ and have the opportunity to play with customers and bosses, which is good for the career development of white-collar workers. Moreover, they can afford this kind of consumption. In Beijing and Shanghai, they can find a stadium that costs 200 yuan to play a game. A game takes four hours, which is only 50 yuan per hour. How much is it for you to rent a court for playing tennis? For the golf driving range, an annual card may be 3,000 to 5,000, which is similar to the price of a fitness card. "

There are always more people outside the door than inside.

Chang ‘an Street, 2nd floor of Ocean Building, the headquarters of Baijiatong, the office of boss Li Yan is like a warehouse, and packages of TaylorMade clubs are being repackaged. In July, "Baijiatong" and TaylorMade reached an agreement on joint promotion. The new card launched by "Baijiatong" includes a set of TaylorMade clubs, driving range and green coupons, and the price is more than 10,000 pieces. Li Yan said: "So many people in China know about Adidas, but most people don’t know that Adidas has acquired golf equipment TaylorMade. This brand is known to players. The reason why they cooperate with us is that they have taken a fancy to those who haven’t played yet and are preparing to play."

Most people know "Baijiatong" through advertisements on the radio. In Beijing, it is FM91.5, in Guangzhou, there are Pearl River Economic Station and Guangzhou Golden Melody, and in Shanghai, there are "EASY FM" and "879". The most attractive part of advertisements is that you can get a club and experience golf at one time for only 99 yuan. Of course, as soon as you go to play ball, you will find that the budget may have to be doubled. If you buy a pair of gloves for playing ball, you may have to pay another 99 yuan.

On October 1, 2003, Li Yan swung his first shot at Beijing Wanliu Club. At that time, a friend asked him to play ball on October 8. He felt that he would not play and had no face, so he went to make a surprise attack in advance. In Wanliu, I first bought a course of 20,000 yuan, a set of poles of 30,000 yuan, and a driving range card of several thousand yuan. "To make golf bigger, we must first solve the price problem. If you learn golf, you will spend half a car’s money, which is certainly unrealistic. What we need to do is to make information transparent, because I have taken a lot of wrong paths when learning the ball, so I can consider it from the perspective of consumers, and I will do whatever consumers need. I just broke the concept of golf’ high’. "

In April 2005, "Baijiatong" Golf had its own platform and began to sell practice cards at various prices. Thousands of them were launched in Beijing that year. Li Yan found that the proportion of group buying is high, which shows that many companies regard playing ball as a means to entertain customers or train employees. He heard many people criticize "Baijiatong" for "abusing" golf, but his goal is obviously to "abuse" golf more: "Just look at friends around you, some of them are traveling, indicating that the tourism market is good, some are going to restaurants, indicating that the catering market is good, and some are going to play golf, indicating that golf is getting hot. But even if there are 2 million private cars in Beijing, there are still many people who want to learn to drive, and the business of driving schools is still good. Mobile phones are popular enough, right? There are 400 million users in China, but there are still many people who don’t have mobile phones. So what we have to do is to increase the market. This year’s’ first package’ is calculated according to 1 million, which is not an exaggerated figure. China sells 5 million cars and more than 30 million credit cards every year. I tell others about my Baijiatong revolution every day. Last year, the space we expanded was only in Beijing. This year, Guangzhou, Shenzhen, Shanghai, Tianjin, Chengdu and Chongqing all opened. We have to jointly issue with auto dealers and banks as the mainstream channel. 1 million is not impossible. As long as 10% of these 1 million people continue to buy our products, we will succeed. "

Like Baijiatong, Golf Zone and Zhonggaowang are also engaged in golf service industry, but they mostly provide booking service, aiming at "stock market". During this year’s World Cup, Eagle Golf’s 1872 hotline entered the market. Their slogan was "China Golf Booking Operator" and "Eleventh" Golden Week. The number of people who booked the next game through 1872 was 1,767. Their business model was simple: the hotel had Ctrip, and the course reservation was 1872. The manager of Eagle Golf said: "Our target customers are those who have already been exposed to golf."

"As long as you pick up the phone and can book a stadium, it should be regarded as a public stadium." Echo said, "At the beginning of opening, many courses claimed to be the Augusta of China and take the elite route. Unless their matching villas sell well and the owners don’t need the return of the courses, otherwise, the operating pressure will make these courses receive individual customers. Although they don’t call for’ public courses’, the price of sending green tickets is gradually acceptable."

Li Yan believes that golf membership only buys "hitting right" and has no feeling of "shareholder", so most people don’t need to buy membership. He has lived in Beijing for more than 20 years and played golf for more than 10 years, but Mr. Xing Gongjie doesn’t have a membership card. "I think it has something to do with the level and way of club management. In the United States and Canada, many clubs have a long history, and membership is a very serious matter. As members of this club, everyone will have a say in how this club develops. If you want to join a new member, then the old members will discuss together whether to absorb this new member. Does he fit into this circle? Just because a club in China bought a membership card doesn’t mean you can make irresponsible remarks about the operation of the club. "

The membership card price of Beijing Taiwei Club is RMB 1.2 million, while the membership price of Shanghai Tomson and Xubao exceeds US$ 80,000. As the HSBC Championship attracted Sheshan of Tiger Woods, the membership card price has now risen to US$ 180,000. At the same time, there are also "civilian" clubs in Shanghai, and Binhai Club has launched an annual membership card of 1780 yuan. In the "University Town" and other stadiums near Beijing, the price of playing a ball is 200 yuan. A frequent golfer once said, "The golf course in China has a very strange phenomenon. No matter whether it is well maintained or not, there is a common price: the green fee for members and guests is 300 yuan. If one day, the pricing of these courses starts to range from $20 to $200 like that of the United States, the golf courses in China will see hope. "

Song Liangliang, Deputy Secretary-General of China High-Tech Association, was the general manager of a golf club in Beijing 10 years ago. At that time, he introduced a business mode called "100 yuan All-in", which was limited to China people, and everyone could play a game only by 100 yuan, and included all the expenses such as transportation, golf rental and lunch. But only one person signed up for that activity. Now, if any stadium launches the "all-in 150 yuan", there must be more than one applicant.■
(Thanks to Golf Masters magazine Huang Qing and Eco for their help in this article)