Qingdao, a green city, is the first in China! Out of "Qingdao Model" of Construction Waste Recycling in "Zero Carbon Factory"

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  As the first pilot city for the construction and development of green cities in China and the only pilot city in the north where government procurement supports green building materials to improve building quality, in recent years, Qingdao has actively implemented the national "double carbon" strategy, accelerated the implementation of green projects, and achieved a series of positive results. From now on, this newspaper will open the column "Green City Qingdao First", focusing on the city’s green and low-carbon development, approaching pioneers, outstanding enterprises, industrial parks and low-carbon communities, telling the story and successful experience of Qingdao’s green development, showing Qingdao’s fruitful achievements in the fields of green energy saving, green construction, green life and green transformation and development in recent years, and writing a "green answer sheet" for Qingdao to achieve the goal of "peak carbon dioxide emissions, carbon neutrality".

Peninsula all-media reporter Guo Zhenliang

  In recent years, Qingdao has continuously innovated the production technology of recycled building materials, promoted the development of green cities, pushed the 5 million tons of construction waste resource utilization project "Zero Carbon Factory" into operation smoothly, and took the lead in forming a "50" production cycle system with zero waste, zero waste water, zero exhaust gas, zero waste heat and zero energy consumption in the country, realizing 100% full utilization of construction waste. In 2021, the annual utilization of construction waste in Qingdao reached 37 million tons, and the utilization rate exceeded 70%, which kept the national leading level, and created a replicable, scalable and sustainable "zero-carbon path" for creating a beautiful Qingdao with "ecological priority, green and low carbon".

Qingdao "Zero Carbon Factory" realizes 100% full utilization of construction waste.

  With the increasing expansion of urban scale, Qingdao produces about 50 million tons of construction waste every year in the process of urban construction such as the transformation of old cities and old villages and infrastructure. For example, if the earthwork excavated by Jiaozhou Bay subsea tunnel is taken as the unit of measurement, the total amount of construction waste in Qingdao is about 50 million tons per year, which is equivalent to 20 subsea tunnels, which is a huge amount. Where did such a huge amount of construction waste go? What are the uses? Recently, the reporter walked into Qingdao Lufan 5 million tons construction waste resource utilization industrial park on the coast of Jiaozhou Bay with questions. Here, more than 10,000 tons of construction waste from various districts and cities in Qingdao are processed into recycled aggregate and various recycled building materials products after a series of processes such as sorting, crushing, screening and washing on the production line every day, and are used in various urban construction projects, and the waste materials glow with new life.

  Chen Yong, chairman and general manager of Qingdao Lufan Recycling Building Materials Co., Ltd. told the reporter: "Construction waste mainly includes engineering dregs, waste concrete, metal, glass, wood, paper and other components. If it is not properly disposed, it will lead to a series of ecological problems such as soil pollution and water pollution. With the strong support of Qingdao government departments, we take the initiative to assume social responsibilities, revitalize construction waste, and build an integrated project of construction waste disposal, production and recycling, with 5 million tons of construction waste resources.

  According to reports, the project has a total investment of 292.407 million yuan, covering an area of 158 mu. After it is completed and put into operation, it can handle 5 million tons of urban construction waste, produce 1.2 million cubic meters of recycled aggregate concrete, 600,000 cubic meters of stabilized soil for highway base, 80 million pieces of recycled aggregate fly ash bricks, 80 million pieces of permeable pavement bricks, 400,000 cubic meters of aerated concrete blocks, 150,000 cubic meters of sand aerated concrete slabs, and so on. After the project is fully completed and put into production, it can save 4.7 million tons of natural aggregate sand and gravel every year, greatly alleviating the current situation of over-collection of sand and gravel, saving 600 mu of landfill land, reducing the pollution of surrounding 1,600 mu of land and underground water sources, and reducing the emission of carbon dioxide by 1.5 million tons, with remarkable environmental benefits.

  Last year, the first phase of the industrial park project was just completed and put into operation. Qingdao Lufan performed social welfare with excellent technical strength and properly disposed of a garbage mountain piled up by the sea for a long time. "At that time, mosquitoes and flies were everywhere, and the smell was stinking. It was estimated that there were nearly 600,000 tons of mixed garbage to be disposed of. If it was 10 tons per car, 60,000 trains would be needed for transportation. The huge workload became the first problem faced at the beginning of the completion of the industrial park, but in the end, after more than three months of working overtime day and night, we successfully ate this garbage mountain by the sea, turned comprehensive garbage into environmentally friendly building materials, and made Qingdao’s seaside environment return to green ecology. " Chen Yong said.

  The reporter saw in the industrial park that although the machines in the production line building roared, the outside of the building was not affected by noise, and the whole park was not only neat but also quiet. In this regard, Chen Yong said that the construction of the park adopts a gentle slope design, which reduces the dust and noise pollution during processing, increases the public space and improves the air quality. In addition, a spacious green belt is designed around the building, and fresh water produced by rainwater collection system and waste steam desalination system is used for irrigation. Office and domestic electricity is not only supported by photovoltaic power generation, but also assisted by waste steam power generation.

The country took the lead in forming a "50" production cycle system.

  Qingdao "Zero Carbon Factory" not only used recycled and environmentally friendly building materials in the construction process, but also formed a national leading "50" production cycle system with zero garbage, zero waste water, zero waste gas, zero waste heat and zero energy consumption in the production management stage after completion.

  Chen Yong said: "One principle of our production and R&D is that the waste of the last product is the raw material of the next product. With the concept of recycling as the core, we turn construction waste into treasure through refined disposal and precise utilization. All the production processes adopted are independent research and development, and we have 16 patents at present. Typical technologies include light material rinsing and brick-concrete separation technology, and the separation rate reaches 100%, which ensures the quality of building materials products from raw materials. Large pieces of plastic produced in the separation process can be sold directly after cleaning, and wood, paper, cloth, etc. are directly used as fuels for biomass boilers in the field, thus achieving a high degree of matching between output and raw materials in different processes, and no waste is generated in the whole process. "

  In order to meet the large water demand in the production process, Qingdao Lufan has realized the intensive utilization of water resources from two ways: open source and throttling. Firstly, the waste water generated in the production process is recycled after being treated in the field, and at the same time, the sediment in the waste water for cleaning aggregates is recovered to be used for producing quick-drying, high-strength and waterproof water-stabilized macadam, or mixed with red brick aggregate to produce fly ash autoclaved brick; After domestic sewage is treated, reclaimed water is used for production, and organic waste is used for producing organic fertilizer or planting soil. The second is to design a rainwater collection channel in the park, and the collected rainwater will be used for production after treatment. In the second phase of the project, it is also planned to use stone-like permeable pavement slabs to solve the problems caused by the large seasonal temperature difference of permeable concrete in the northern region by using structural permeable technology.

  Chen Yong said: "A lot of steam will be generated in the production process. In order to avoid the environmental problems caused by direct discharge, the project will use the discharged primary steam for magnetic levitation power generation, the secondary steam for PC oxygen steaming room and seawater desalination system, and the generated high-temperature desalinated seawater will provide hot water for heating nearby residential quarters, and the tertiary steam will become high-pressure steam after passing through the steam generator, which will be used to produce board and fly ash autoclaved bricks. In addition to waste gas, a large amount of waste heat is generated in the production process. For this reason, a flue gas waste heat recovery system is designed, which is combined with seawater desalination system, and a seawater circulation system is added in the chimney to cool the flue gas to 40 degrees, and at the same time, it also wastes seawater, realizing colorless, heat-free and tasteless flue gas discharge, contributing to reducing the urban heat island effect. "

  Finally, the energy system accounts for the largest proportion of carbon emissions and costs in the whole production process. In Qingdao Green Sail Construction Waste Zero-carbon Park, a zero-carbon energy solution integrating energy use, production capacity and function is formed through the integrated application of technologies such as photovoltaic, biomass boiler and energy cascade utilization, combined with the energy demand inside and outside the industrial park. The integrated photovoltaic design is adopted for the production power of the project. A solar photovoltaic power generation system is laid on the roof and south facade of the factory building, with an installed capacity of 6 MW, and the total power generation can meet the demand for production and lighting. At the same time, all concrete mixers in the field use electric vehicles, which are charged by photovoltaic green electricity in the factory area, and used as mobile electricity storage equipment of photovoltaic system to enhance the flexible electricity consumption in the park. In the second phase of construction, the whole building facade decoration and lighting are integrated with photovoltaic design to realize the construction of zero-carbon energy system in the whole park.

Create a beautiful Qingdao and walk out of the "zero carbon path"

  In 2021, Qingdao’s annual utilization of construction waste reached 37 million tons, with a utilization rate of over 70%, and maintained a leading position in the country. From January to April this year, the city’s enterprises used a total of 10.636 million tons of construction waste, saving about 1,064 mu of land and reducing the pollution of surrounding land and water sources by about 3,192 mu, with an output value of about 1.097 billion yuan.

  Li Yi, director of Qingdao Building Energy Conservation and Industrialization Development Center, said that we will take many measures and do a good job in resource utilization. Strengthen source management, conduct on-site investigation before construction projects start, and implement the primary responsibility of construction waste discharge units. Improve the way of disposal and utilization, constantly innovate the management mode of resource utilization of construction waste, research and develop new technologies for resource utilization, and improve the resource utilization rate. Strengthen coordination with the municipal urban management bureau and other departments, make full use of intelligent supervision, daily inspections and other means, strengthen the supervision of construction waste discharge, and promptly investigate and deal with illegal disposal and utilization of construction waste. Conscientiously sum up and popularize advanced experience, based on the development concept of "carbon neutrality in peak carbon dioxide emissions", comprehensively sum up the experience of "50" production cycle system in Green Sail Zero Carbon Industrial Park, and popularize it in the whole city.

  According to the "14th Five-Year Plan" for building energy conservation and green building development, Qingdao will strengthen the resource utilization of construction waste, continue to strengthen the role of the Regulations on Resource Utilization of Construction Waste in Qingdao, further improve the mechanism and system for resource utilization of construction waste, and focus on policy system construction, industrial park planning, and research and development of new technologies and equipment. During the planning period, the resource utilization rate of construction waste will reach 75%, and the "Qingdao model" for promoting the resource utilization of construction waste will be improved.

Reporting/feedback

The number of Wushu exercisers in the "700 million people" national fitness program will account for 10%.

CCTV News:CCTV reporters learned from the State Sports General Administration that from this year to 2020, China will further promote the all-round development of China Wushu, focusing on social Wushu, competitive Wushu, international promotion, Wushu culture, Wushu education, Wushu research and Wushu industry, building three pillars of Wushu, Wushu ceremony and Wushu morality, developing three fields of traditional Wushu, competitive Wushu and Wushu industry, and doing a good job in Wushu education and Wushu research. Serve the amateur, professional and professional groups of Wushu, give full play to the four functions of spreading Wushu skills, inheriting Wushu culture, spreading Wushu spirit and conveying the concept of healthy life, promote the healthy, comprehensive, coordinated and sustainable development of Wushu, and contribute to building a well-off society in an all-round way and building a healthy China.

Zhang Qiuping, director of the Wushu Management Center of the State Sports General Administration and chairman of the Chinese Wushu Association: As the Chinese Wushu Association and the Wushu Management Center of the State Sports General Administration, we should adapt to the new situation of Wushu development. First, we should provide more Wushu services to the society on the public sports service system. Because there are many kinds of martial arts in China, on the one hand, we should inherit it well, on the other hand, we should innovate, and combine the traditional with the modern to adapt to all kinds of people. It is necessary to increase the supply of Wushu products in the supply-side reform. Provide more fitness services and sports popularization activities. At present, our primary task is "mass Wushu". In addition to providing more sports service activities on the supply side, our Wushu sports should always do a good job of "six advances", that is, entering schools, communities, towns, enterprises, institutions and military camps.

According to the National Fitness Plan recently issued by the State Council, by 2020, people’s awareness of physical fitness will be generally enhanced, and the number of people taking part in physical exercise will increase significantly, with 700 million people taking part in physical exercise once or more every week and 435 million people taking part in physical exercise regularly. Zhang Qiuping introduced that in the development of overall fitness, Wushu, as the first of China’s four national quintessences, is also a popular local sport, which will play an important role. 

Zhang Qiuping, director of the Wushu Sports Management Center of the State Sports General Administration and chairman of the Chinese Wushu Association: What we want to grasp is the education, inheritance and excavation of Wushu, including culture. Wushu is now more than just a sport. There are so many sports events in the world. Although Wushu has not been included in the Olympic Games, its popularity has been increasing. This reason is that Wushu is China’s own sport. It is not only a sports concept, but also a cultural concept. Therefore, we should explore the culture and serve the national fitness.

 

It is understood that from this year, the state will vigorously promote the popularization of social Wushu, organizations at all levels, folk Wushu activities, people’s Wushu fitness and other activities to ensure a steady increase in the number of Wushu practitioners, so that the number of Wushu practitioners will reach 10% in five years. Among them, we will focus on promoting martial arts education in schools, strengthen cooperation with the Ministry of Education, encourage and support graduates majoring in martial arts to teach in primary and secondary schools, further optimize the structure of martial arts teachers, offer martial arts courses extensively in primary and secondary schools and universities across the country, and strive to increase the number of young people practicing martial arts by 10% year by year. 

Huo Zhenhuan, Vice Chairman of the International Wushu Federation, Chairman of the Asian Wushu Federation and Chairman of the Hong Kong Wushu Federation, recently visited the China Wushu Association.

Huo Zhenhuan, Vice Chairman of the International Wushu Federation, Chairman of the Asian Wushu Federation and Chairman of the Hong Kong Wushu Federation, recently visited the China Wushu Association.

Awarding prizes to the award-winning hometown of martial arts

Awarding prizes to the award-winning hometown of martial arts

Since the first selection of "National Wushu Hometown" in 1992, the work of Wushu Hometown has been solidly promoted. In particular, during the Twelfth Five-Year Plan period, remarkable achievements have been made in the work of Wushu Hometown, which has played an irreplaceable role in promoting the socialization and marketization of Wushu, inheriting Wushu culture and cultivating reserve talents. The counties and municipal governments where Wushu townships are located have begun to go beyond the perspective of sports, make full use of local Wushu resources and brand advantages, attach great importance to the work of Wushu townships from the strategy of promoting local economic development and social progress, and regard "National Wushu Township" as a characteristic business card for urban development.

 

Zhang Qiuping, director of the Wushu Sports Management Center of the State General Administration of Sport and chairman of the Chinese Wushu Association: After 23 years of exploration and development, the construction of the hometown of Wushu has gradually formed a development model with the government as the leading factor, the association as the main body, the cooperation of various departments and the participation of the whole society. This model has improved the brand influence of the hometown of Wushu in the field of Wushu, and under this brand effect, the number of counties and cities that declare the hometown of Wushu has also increased. At present, there are 100 martial arts townships in China. The dynamic management and elimination system is implemented for the "national martial arts townships", and the title of martial arts townships is no longer once and for all. This is a process of scientific evaluation and dynamic management. Every year, we have to review and select, and we have to suspend the qualifications of martial arts townships that fail to meet the standards, and we will add outstanding counties and cities. (CCTV reporter Zheng Yidan)

The price reduction of Xingtu Lanyue in Tianjin is coming! The latest offer 175,900, discounts wait for no one

[Autohome Tianjin Promotion Channel] Good news! Now, this high-profile SUV model is going through an unprecedented promotion in the Tianjin market. It is reported that car buyers have the opportunity to enjoy a cash profit of up to 18,000 yuan, further reducing the original purchase cost. The starting price has been adjusted to a very competitive 175,900 yuan. This opportunity is not to be missed. Want to seize the discount of Xingtu Lanyue? Please click "Check the car price" in the quotation form now to get better car purchase conditions and final price.

天津地区星途揽月降价来袭!最新报价17.59万,优惠不等人

With its unique design concept, Xingtu Lanyue shows a strong visual impact. The front face is designed with bold lines and sculptural sense, and the air intake grille is like a wide shield, with exquisite chrome decoration, which complements the LED headlight group. The overall style is streamlined and stable, showing the perfect combination of luxury and power, which is unforgettable at a glance. The body lines are tough and full of tension, outlining a strong sense of movement, whether static or dynamic, showing the extraordinary aura of Xingtu Lanyue.

With its 4970mm*1940mm*1792mm body size, Xingtu Lanyue presents a majestic side profile. The wheelbase is 2900mm long, ensuring a spacious interior space. The front and rear track are 1644mm, providing good stability for the vehicle. The double 245/50 R20 tire specification with a unique rim design not only enhances the visual impact, but also ensures the grip and comfort in the car. Overall, the side design of Xingtu Lanyue not only reflects the sense of power, but also takes into account the practicality and aesthetics.

天津地区星途揽月降价来袭!最新报价17.59万,优惠不等人

The interior design of Xingtu Lanyue shows the perfect fusion of luxury and technology. The steering wheel wrapped in leather not only provides a comfortable grip, but also supports manual up and down + front and rear adjustment to ensure the best operating space for the driver. The 15.6-inch central control screen, as the center of information in the car, not only displays clearly, but also is equipped with an automatic speech recognition control system, which is convenient for users to control through multimedia, navigation, telephone and other functions. The rich configuration of USB and Type-C interfaces meets the diverse needs of passengers. The front row 2 USB interfaces and the rear row 3 interfaces provide convenient charging, and the front row is also equipped with wireless charging function. In terms of seats, the seats are made of leather, and both the main and passenger seats support front and rear adjustment, backrest adjustment, and height adjustment, providing a multi-faceted comfort experience. In addition, the main driver’s seat also has heating and ventilation functions, while the power seat memory function enhances the driver’s convenience and personalized experience. The second row of seats also supports front and rear adjustment and backrest adjustment, and the seats can be reclined proportionally, providing passengers with ample storage space and seat space flexibility.

天津地区星途揽月降价来袭!最新报价17.59万,优惠不等人

Xingtu Lanyue is equipped with a 2.0T turbocharged engine with a maximum power of 192 kilowatts and a maximum torque of an astonishing 400 Nm. This powerful power source provides an output of 261 horsepower, and with an 8-speed automatic transmission, it provides the driver with a smooth and powerful driving experience.

Overall, the Autohome owner spoke highly of the look of Starway Lanyue, which he described as atmospheric and very attractive, especially the side lines, as if he had fallen in love with him at first sight. Although there are some regrets about the details of the front and rear of the car, this does not affect his love for the overall design. With its unique charm, Starway Lanyue undoubtedly won the owner’s heart.

The price reduction of FAW-Volkswagen CC in Beijing hit at the end of the year, with a special price of 168,900! Not to be missed

[car home Beijing Preferential Promotion Channel] Recently, unprecedented preferential policies have been ushered in the Beijing market, with the highest preferential amount reaching an astonishing 56,000 yuan, making the minimum starting price as low as 168,900 yuan. This substantial price reduction has attracted the attention of many consumers. If you are interested in FAW-Volkswagen CC, you may wish to click on the "Check the car price" link in the quotation form to strive for higher discounts.

北京地区一汽-大众CC年末降价来袭,特价16.89万!不容错过

The design of FAW-Volkswagen CC fully shows its fashionable and dynamic style. The front face adopts family-style design language, and the exquisite air intake grille is connected with the sharp headlights on both sides, creating a strong visual impact. The overall lines are smooth, and the waistline on the side of the car body extends from the front of the car to the rear of the car, outlining an elegant and dynamic outline. The rear design is simple and layered, and the LED taillights are more recognizable when lit. On the whole, the design of FAW-Volkswagen CC is both fashionable and atmospheric, showing a strong sporty atmosphere.

北京地区一汽-大众CC年末降价来袭,特价16.89万!不容错过

FAW-Volkswagen CC stands out with its streamlined body design and dynamic side lines. The body size is 4865mm long, 1870mm wide and 1459mm high, and the wheelbase reaches 2841mm, which provides spacious seating space for the occupants in the car. The front tread is 1586mm and the rear tread is 1572mm, which ensures the stability and handling of the vehicle. In addition, equipped with 245/45 R18 tires and exquisite rim style further enhance the sense of movement and visual effect of the vehicle.

北京地区一汽-大众CC年末降价来袭,特价16.89万!不容错过

The interior design of FAW-Volkswagen CC adopts a luxurious and scientific style. The steering wheel is made of leather, which provides manual up and down+front and rear adjustment functions to ensure that drivers can find the most comfortable position in various driving conditions. The center console is equipped with a 9.2-inch touch screen, which integrates multimedia system, navigation, telephone and air conditioning voice recognition control system, so that drivers can easily control various functions. At the same time, the car is also equipped with a number of USB and Type-C interfaces, which are located in the front row and the back row respectively, which is convenient for passengers to connect various devices. The seat is made of leather /Alcantara. The main and auxiliary seats have heating function, and support a variety of adjustment methods, including front and rear adjustment, backrest adjustment, height adjustment (4-way) and lumbar support (4-way), providing excellent comfort for drivers and passengers. The rear seats can also be scaled down to store large items.

北京地区一汽-大众CC年末降价来袭,特价16.89万!不容错过

FAW-Volkswagen CC is equipped with a 2.0T turbocharged engine with a maximum power of 137kW and a peak torque of 320N·m, which is full of power. With the 7-speed wet dual-clutch gearbox, the vehicle can get a smooth and rapid shift experience during driving, which further improves driving pleasure and fuel economy.

Car home car owners are full of praise for the design of FAW-Volkswagen CC. He mentioned that the appearance of the whole car is smart and sporty. The multi-level design of the front face of the car is novel and unique. The Volkswagen family classic logo embedded in the middle shines in the sun, while the blade-like wheel hub shows the sense of output. These design elements together constitute the unique charm of CC, which is unforgettable at first sight.

"Rebirth" exposed the end of the egg revenge team’s happy ending and hit the lacrimal gland directly.


1905 movie network news Recently, the movie "Rebirth" released the ending egg of "Re-emphasizing Meeting to Welcome the New Year" and "Life", and Gala woke up to find that his family and partners were still around. Without overseas drug dealers and drugs, life is full of laughter, and you can get together with your loved ones and accompany each other with love. Many viewers who walked out of the cinema said that "the reunion egg was warm and tearful", "the egg was an emotional blow" and "the story in the egg made people feel uncomfortable".


In the film, Gala (act the role of) and others paid different prices for revenge. Gala disguised himself as Shawang, the son of a drug Lord, and went deep into the tiger’s den alone. Nancy (act the role of) also goes undercover beside the police Commissioner, Anpei (act the role of), and becomes his wife; Balai (ornaments) is willing to incarnate as a "poisonous insect" and go to the bureau in person. In such adversity, the eggs released this time are more like a precious bright color.


Gala, his wife, Ayu (ornaments), and his daughter hugged each other tightly. Nancy fed the fruit to her father’s mouth, and Balai incarnated as "the atmosphere bearer" and played "juggling" to amuse everyone. The partners who traveled all the way enjoyed a long-lost happy time at the seaside. As the episode sang, "You found a smile on your face, only joy, no sadness", and the people you loved most in life were all around each other.


Director Ma Yuke said: "They gave their lives to protect everyone’s safety and got the fairness and justice in their hearts, but in my heart, this is not the end, but a new beginning and a rebirth." From joining hands to organize a group to realize the group counter-killing against the wind, and then to the warmth and moving of the beautiful moment of full reunion, the sense of fatalism of the characters has become more intense. Desire is intertwined with human nature, and hope and warmth coexist. Under the sensory stimulation of violent aesthetics, it has a soft expression that reaches deep into the heart.


In the film, Gala and other family members of a group of drug victims joined hands and used Andu’s plan to successfully eradicate overseas drug trafficking groups. In various reversals, the film pushed the story to a climax step by step, and many netizens were "turned upside down to make a sharp explosion".


The movie RebirthDirected by Ma Yuke, starring Nick Cheung, Ehan Juan, Sandrine Pinna and Ma Yuke, starring Zhang Li, Vithaya Pansringarm and Narilya Gulmongkolpech, and featuring Gao Jie, the film is currently being shown in cinemas all over the country!


Platform, content and subject, three key words for international communication.

Direct news press
On May 31st, General Secretary of the Supreme Leader delivered an important speech on strengthening and improving international communication. Shenzhen Satellite TV Direct News specially launched a series of comments on "Strengthening the Construction of International Communication Ability". Who will tell the eighth China Story published earlier? It is pointed out that international communication depends not only on the official media, but also on the multi-point resultant matrix, and cultural output can be achieved by combining the official and the folk, telling more stories and triggering the audience’s personal experience, which can achieve better results. The following is the ninth in a series of comments.
Two years ago, when I was still studying for my doctorate, I had short-term exchanges in Australia and South Korea. Whether I visited people from different countries in Sydney, a global immigrant city, or participated in a youth exchange program in China, Japan, South Korea and Vietnam in South Korea at that time, I was most impressed that some people who knew a little about the current situation in China would lament that China was developing too fast. Some people who know a little about China’s history and culture are basically curious about China; Some people who have really been to China for a walk often like China’s cultural and natural scenery and have an understanding of China’s current system and governance. Those who only touch China in the eyes of foreign media tend to have a negative impression of China.
Before writing this article, I also specially contacted my classmate who is currently studying for a master’s degree in the UK. She once engaged in international reporting in a well-known domestic media and had exchanges with many foreign friends. In the conversation with her, my general judgment was also verified, and our impressions were basically consistent.
Combining these basic impressions and observing the current actual situation, we can try to spy on the challenges of China’s international communication.First, foreign people’s information receiving channels are mainly monopolized by European and American media, and their reporting framework on China is hard to change in the short term. Second, the theoretical discourse, core content and representative works that support telling China’s story well are scarce, and the quality and effect of international communication need to be improved. Third, due to the spread of the epidemic and anti-globalization forces, international business and trade, study abroad and other humanities exchange activities have slowed down, and the sense of presence and experience of international communication has been suppressed.
In order to effectively strengthen and improve international communication, we may wish to make precise policies and concentrate our efforts on these issues. The author thinks that strengthening and improving international communication can be carried out around these three key words: platform, content and subject.
Keyword 1: platform. Encourage China’s Internet platform to "go out to sea", support the development of overseas platform accounts of mainstream media, and strive to break through the platform channel dilemma of China’s international communication.
The problem of China’s international communication is not entirely that the content is not well built, but also that the communication channels are not smooth enough. The fact that foreign people don’t know China is that it is difficult for foreign people to know China. As mentioned earlier, European and American media have long dominated and monopolized the ways and channels for foreign people to receive information, and their reporting framework has directly affected the impression and value presupposition of foreign people on China. In the short term, it is not realistic to reverse this situation. Just like standing on this hill, you can only see these scenery. Change the hill to see the new scenery. At present, Internet platform enterprises in China, represented by TikTok and WeChat, go to sea, which provides a new opportunity to break through the channel dilemma of international communication in China. On these platforms, we can present the details of Chinese history and culture, the magnificence of mountains and rivers, the ever-changing face of cities and the various scenes of daily life. Increase the supply of content by borrowing a boat to go to sea.
Of course, the media in Europe and America are not all monolithic. We should pay respect to those media that report China relatively truthfully and objectively, take the initiative to strengthen cooperation and expand the circle of friends for international communication. In addition to competing with the international media for the right to speak in the "main battlefield" of major international events, our mainstream media can also actively settle in foreign Internet platforms, build a new media matrix by opening accounts, strengthen the operation of accounts, and unblock China’s international communication channels, so that content can have a chance to reach the eyes and ears of foreign people.
Keyword 2: content. Strengthen the development of Chinese historical and cultural resources, increase the effective supply of content, tell the story of China well, and strive for the right to speak internationally.
To strengthen and improve international communication, the key is to strengthen content construction and tell the story of China well. Discourse studies carried out by international academic circles always remind us that we should not only pay attention to what we spread, but also pay attention to how they spread. Without basic content supply, it is impossible to balance the information asymmetry between the two sides, and it is also difficult to block prejudice. Without telling the story of China well, it is impossible for the other party to understand, let alone agree.
So what exactly should be spread? The author thinks that international communication is like a gathering of friends. You can’t always talk about the development achievements such as "promotion and salary increase", but also talk about the interesting side of your life. These interesting places may come from China’s history and culture, from language, literature, food, martial arts, painting, Hanfu and so on. How to tell the story of China? The story itself is a coherent narrative with a specific motif and meaning system. To tell a good story about China, we must first make China a story. We want the international community to understand the rule of China, emphasizing both the effectiveness and the legitimacy of governance. The theories of modernity, transitional society, political party and state that the international academic circles are concerned about, can we use China’s experience to develop these theories, or can we have a dialogue with European and American scholars? For example, "one country, two systems" not only develops the national theory, but also promotes the solution of major practical problems. There are also important expressions such as "the right to subsistence and the right to development are the primary basic human rights" and "the community of human destiny", which strongly respond to the concerns of the international community on human rights, epidemic prevention and control, ecological environment and other issues.
Keyword 3: subject. Strengthen the construction of the main team of international communication, and give play to their key roles and advantages in policy interpretation, voice in major international events, knowledge sharing and cultural exchange.
Who is the subject of China’s international communication? In my opinion, it includes at least the following categories: first, the mainstream media in China and their editorial teams, represented by People’s Daily, Xinhua News Agency, China National Radio and Television Station and China Daily, make full use of their powerful editorial team resources and policy interpretation advantages to strengthen their struggle for the right to speak in major international hot events. Local media such as The Paper’s Sixth tone and Shenzhen Satellite TV’s Live Hong Kong, Macao and Taiwan can strengthen the vertical and characteristic content dissemination. The construction of the international communication team of mainstream media should set up special posts and personnel and increase the construction of incentive mechanism. The new media matrix built by the central and state ministries and agencies can cooperate with mainstream media to strengthen external communication.
The second category is mainly China enterprises that are committed to global distribution. Internet platform enterprises represented by Tencent, Beijing ByteDance and Alibaba are encouraged to strengthen platform construction, realize localized social scene application, intelligent algorithm technology improvement and mobile convenient payment function optimization, and provide quality services to foreign people. All China enterprises going out to sea should pay attention to abide by local laws, regulations, customs and habits, and strengthen corporate public opinion risk resolution, image management, social responsibility and public communication team building.
The third category is a huge group of overseas students from China, a film and television production team with a growing scale, an international team of humanities and social sciences scholars, and self-media experts who understand network communication, etc., giving full play to their advantages in humanities exchange, art communication, knowledge sharing and daily life presentation.
In short, China’s international communication ability needs to be improved systematically. At present, China’s Internet platform enterprises can break through the channel dilemma of international communication by going to sea, intensify the development of Chinese historical and cultural resources, build theoretical discourse to support the story of China, and increase the effective supply of content. Constantly expand the main team of international communication, strengthen incentives, and pay attention to building the "trump card army" of international communication.
Author: Zhang Zhen, Ph.D. in Political Communication, Sun Yat-sen University.
Reporting/feedback

Shangbo Brand | Spreading Visual Image and Creating Gold Brand

In order to further enhance the cultural soft power of Shanghai Museum and expand its brand influence, in May 2019, the global competition for Shanghai Museum logo was launched. After half a year’s collection, in November, 2019, after the evaluation of experts in graphic design field and staff in the museum, especially experts and library leaders, our library announced the final winners of this competition through official WeChat, Weibo and official website.

At the beginning of this year, our library invited well-known design institutions to deepen the design of the works that won the first prize, and solicited the opinions of experts and staff representatives again. After several revisions and improvements, the new logo was born in September this year. The Visual Image Manual of Shanghai Museum (Chinese-English version) was completed after supplementing the unique auxiliary colors of the museum. The Manual standardizes the overall visual image design of Shanghai Expo, which can better spread the concept of the museum and further enhance the identity and influence of the Shanghai Museum brand.

The logo graphic of Shanghai Museum takes the concept of Ding of Shanghai Museum as the breakthrough point, and combines the modeling characteristics of Dakeding, the treasure of the town museum, to form the morphological characteristics of Ding with minimalist lines. The graphic is concise and clear at a glance, and at the same time echoes the simple and modern architectural appearance of the East Pavilion. The graphic is ingeniously blended with the pinyin initials "H" of "Sea" and the English initials "M" of "museum", and the whole logo is also a combination of "H" and "M", which reflects the regional and international nature of Shanghai Museum.

In order to further promote the image communication and brand promotion of Shanghai Museum, in October this year, according to the relevant specifications of derivative design in the Visual Image Manual of Shanghai Museum, our library carefully produced new logo badges, labels, and derivatives such as scarves and paper bags derived from the new logo patterns.

The design of the logo silk scarf of Shanghai Expo predicts in advance the international fashion colors of next year-extreme gray and bright yellow, which means brilliance (gray+yellow), that is, Shanghai Expo will continue to create brilliance.

Based on the design of the new logo, the silk scarf uses international design techniques with extreme colors and simple lines to outline the rich connotation and artistic expression of the new logo, which fully embodies the international style of Shanghai Museum and highlights the elements of China and Shanghai characteristics.

The silk scarf is made of the finest 100% mulberry silk, which is produced by digital printing and dyeing technology. The texture of the fabric is fine and the color reproduction is pure and exquisite. With the packaging of international fashion atmosphere, the overall quality and commitment of the products produced by Shanghai Museum will be excellent.

The clear spring scenery of youth

Fresh and bright colors

Let people never forget.

Blue elegance and red enthusiasm

The air is filled with the brilliant joy of spring flowers.

Poetic autumn colors

Jumping bright yellow and gray

Warm, relaxed, fresh and sweet

Fashion is versatile and energetic.

Reflect the poetic rhyme of autumn.

Elegant and quiet winter colors

Mysterious black and advanced gray.

Just the right level

Noble, elegant, steady and low-key

The eternal quiet winter is beautiful.

The new year is coming, and the Shanghai Museum has also designed a logo mug based on the main color of the logo, Lang Yaohong, which means that the business of Shanghai Expo will continue to flourish in the new year.

The mug is made of 45% imported high-grade bone powder, 21 extreme processes, 3 times high-temperature firing, and 5 times rigorous quality inspection, which is environmentally friendly and reliable. The mug porcelain of Shanghai Expo Museum is as smooth and delicate as sheep fat, elegant and red in glaze color, thin and smooth in matrix, smooth and wear-resistant, fine, transparent and free of impurities. The lower edge of the mug is specially baked with the three-dimensional touch of the logo, which shows the luxurious atmosphere. The design of the packaging box comes from the design of the paper bag of the new pavilion. The gray color is matched with the red color matching, which echoes the Lang Yaohong mug. The pavilion logo on the gray surface is concise and clear, and it is integrated with the packaging box.

This time, the derivative products were designed and manufactured with gray and red logo paper bags, which were fashionable in gray and rich and jubilant in red. Both paper bags are waterproof and coated. The gray paper bag is suitable for holding all kinds of small and exquisite articles, while the red paper bag can hold 1-2 hardcover catalogs of museums.

The vi visual image design of Shanghai Museum is a powerful measure to effectively spread the concept of the museum and enhance the identity and influence of the Shanghai Museum brand. In the future, Shanghai Museum will develop more peripheral products according to the visual image of Shanghai Expo, and the products such as silk scarves introduced at present will be listed soon. Here, thanks to the audience’s warm feelings and long-term concern for Shanghai Expo, Shanghai Expo people will forge ahead, make great efforts, create more brilliant achievements, provide more meticulous and thoughtful services, and constantly meet the cultural pursuit of the general public and the audience.

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[Comment on the new, China’s economy starts again] Aiming at leading construction and development, releasing new vitality of regional integration.

  Over the past 40 years of reform and opening-up, Guangdong has been at the forefront of reform and opening-up, with geographical proximity and popularity close to Hong Kong and Macao. Building Guangdong-Hong Kong-Macao Greater Bay Area is a national strategy personally planned, deployed and promoted by the Supreme Leader General Secretary, a new measure to promote the formation of a new pattern of all-round opening up in the new era, and a new practice to promote the development of "one country, two systems".

  Guangdong-Hong Kong-Macao Greater Bay Area actively promotes the integration of infrastructure, accelerates the construction of world-class urban agglomerations, strives to build an international science and technology innovation center, and continues to make great contributions to reform and opening up. Nowadays, under the grand background of China’s development striding into a new era, the blueprint of Guangdong-Hong Kong-Macao Greater Bay Area’s development is turning into a solid action, and the vision is becoming a flourishing reality.

  On May 26, 2018, looking south from Da Nanshan, Shenzhen, the two sides of Shenzhen Bay have a panoramic view. Here is Shekou Cruise Center in Nanshan District, Shenzhen, and there is Ganggutan Power Plant and Lantau Island in Tuen Mun District, Hong Kong.

  Opening wider to the outside world and building a world-class urban agglomeration

  With a land area of 0.6% and a population of 4.56%, Guangdong-Hong Kong-Macao Greater Bay Area has created a GDP of 12.17% in China. In 2017, the total GDP reached 10,184.3 billion yuan, surpassing the San Francisco Bay Area and approaching new york Bay Area and Tokyo Bay Area. Guangdong-Hong Kong-Macao Greater Bay Area is also the region with the densest ports and the busiest shipping in the world, and its container throughput is about 4.5 times that of the world’s three Greater Bay Area.

  Guangdong-Hong Kong-Macao Greater Bay Area’s economies also have their own characteristics: Hongkong is an international financial center; Dongguan, Foshan, Huizhou and other places have developed manufacturing industries; Shenzhen is the center of technology industry. In addition, Guangdong-Hong Kong-Macao Greater Bay Area is an early beneficiary of the reform and opening-up, with rich experience in international cooperation, and its strong scientific research strength can also attract global scientific research companies and institutions to invest in the layout.

  At present, Guangdong-Hong Kong-Macao Greater Bay Area has initially revealed the embryonic form of a world-class mega-city group and an international free trade port, and will become a gateway hub, a world-class economic platform and an international scientific and technological innovation center for the Belt and Road Initiative in the future. In the new era, it is necessary to give full play to the leading edge of urbanization in the Bay Area, create a new pattern of carrying industrial development, strive to provide top-notch domestic and world-class supporting services for all kinds of international innovation subjects and factor resources, and build the region into a demonstration area for China to further expand and open up, thus creating a new situation of all-round economic and social development in the Bay Area.

  Interconnection promotes regional coordinated development

  On September 23, the Guangzhou-Shenzhen-Hong Kong high-speed railway was officially opened, and Hong Kong was incorporated into the national high-speed railway network, allowing passengers to travel directly to Hong Kong from 44 stations across the country. Hong Kong has thus been connected to the national high-speed rail network and ushered in a truly "high-speed rail era". In addition, as a landmark project of infrastructure interconnection in Guangdong-Hong Kong-Macao Greater Bay Area and an important cross-sea passage connecting Hong Kong, Zhuhai and Macao in the future, the 55km-long Hong Kong-Zhuhai-Macao Bridge entered the pre-opening exercise and testing stage. After the bridge is opened to traffic, the journey between Hong Kong and Macao will be shortened from more than three hours to about half an hour.

  In 2017, Guangdong-Hong Kong-Macao Greater Bay Area was formally put forward as a national strategy. Over the past year, remarkable achievements have been made in the construction of the Bay Area, which has benefited our compatriots in Hong Kong and Macao in particular. With the continuous improvement of traffic "aorta" and "capillary", the "one-hour traffic circle of Guangdong, Hong Kong and Macao" has initially taken shape, and the "one-hour life circle of Guangdong, Hong Kong and Macao" which is suitable for business, business, living, learning and traveling will become a reality from an ideal, and the scientific layout of cities in the Bay Area with reasonable division of labor, complementary functions and joint high-quality development will be better promoted.

  In the future, the cities on the west bank of the Pearl River can directly connect with Shenzhen, Hong Kong and Macao through the road traffic networks such as the Hong Kong-Zhuhai-Macao Bridge, the Guangzhou-Shenzhen-Hong Kong high-speed railway and the Shenzhen-China Corridor, attracting various factors of production and consumption. Promoting the construction of the Bay Area with the interconnection of infrastructure is not only conducive to the better flow of people, logistics, capital and information in the region, but also conducive to further deepening the integration and coordinated development of the regional economy.

  Innovation cooperation aims at the global scientific research highland

  At present, the world is facing a great era of industrial transformation, traditional industries are gradually eliminated, and emerging industries are gradually becoming a new driving force to support future development. Guangdong-Hong Kong-Macao Greater Bay Area should aim at "leading development" and promote the construction of collaborative innovation system from scientific research to technological research and development to modern scientific and technological innovation. At the same time, we should also actively build itself into a source, a training ground and a supporting ground for the development of new industries, and build a global high-level R&D center, a national leading area for opening up and innovation, and a pioneering area for innovation and construction systems.

  Guangdong-Hong Kong-Macao Greater Bay Area has the foundation and strength to become a global innovation highland. Guangzhou, Shenzhen and Hong Kong in the region are well-known innovative cities with high-end talents and more than 170 institutions of higher learning. The industrial base is strong, and emerging industries such as electronic communication, Internet and biomedicine are developing rapidly. A number of innovative enterprises such as Huawei, Tencent and BYD gather here, and the total number of state-level high-tech enterprises exceeds 18,900, ranking first in the country. In recent five years, the total number of invention patents in Guangdong-Hong Kong-Macao Greater Bay Area has increased by 33.10% annually. The cities represented by Foshan, Dongguan, Zhongshan, etc. have developed manufacturing industries and complete industrial systems, and innovations and inventions can quickly land and realize industrialization.

  The key to building an international science and technology innovation center is to realize collaborative innovation. Experts suggest that we should make full use of the unique institutional advantages of "one country, two systems and three customs areas" in Guangdong-Hong Kong-Macao Greater Bay Area, and lead collaborative innovation and development with institutional and institutional advantages. On the basis of the existing relatively independent cooperation mechanism among Guangdong, Hong Kong, Macao and Hong Kong and Macao, we will strengthen the cooperation among Guangdong, Hong Kong and Macao, actively explore the integrated development of Guangdong, Hong Kong and Macao, promote the convenient flow of factor resources, optimize the cross-regional cooperation and innovation model, build a more dynamic innovation system, create a highland for innovation and development, and share the fruits of innovation and cooperation. (Economic Daily-China Economic Net Yan Mengya)

Interpretation of "Top Ten Consumption Trends in 2021" ② | How to hit consumers’ hearts in the era of "heart-to-price ratio"

Why do young people buy it in buy buy? Is it easy to use, beautiful or fun? The recently released "China Consumption Trend Report 2021" points out that China’s consumption is going through a transition from "cost performance" to "face price ratio" and then to "heart price ratio". How much you are willing to pay for a product depends on the experience it can bring to your heart and the value it has to yourself. How do products that meet consumers’ emotional needs have emotional connection with consumers, and how do they impress consumers?
Looking for "fulcrum" to incite consumers’ hearts
Philip kotler, the father of modern marketing, divided the growth of consumer behavior into three stages: quantitative consumption, qualitative consumption and perceptual consumption. The "price-to-heart ratio" belongs to the perceptual consumption stage. With the satisfaction of functional consumption demand, deeper emotional demand is waiting for merchants to tap, and this requires first finding the "fulcrum" that can incite consumers’ emotions.
"When my son on my shoulder watched the performance with relish and shouted’ Come on, come on’, I seemed to see me sitting in front of the TV in that sultry summer 24 or 25 years ago. After school, I went to rent dishes with my classmates to watch Altman." In mid-May, Nanjing citizen Xu Hao took his son to Huacai Tiandi, jianye district, to watch the performance of Altman’s war with various monsters. The audience was full, and the photo ticket with Altman was once fired to 500 yuan by the scalper. After the performance, many consumers will go to the backstage shopping area to buy Altman toys, toothbrushes and even notebooks. The staff at the scene told the reporter that the "equipment" of Altman’s monster-fighting with various sound effects and glowing is the favorite toy for children. At the hottest time, a whole wall of toys was sold out in the morning, and the price of toys ranged from 100 to 300 yuan.
Since 1966, the new Altman series has been continuously introduced, and this IP has reawakened consumers’ childhood dream of "protecting the earth". Relevant research results show that it is very important to enhance consumers’ experience and cultural value in brand "heart-to-price ratio" consumption, and IP is an important fulcrum to incite consumers’ emotions. At present, which IPS still have strong summoning power? According to the data of "2021 Tmall Apparel IP White Paper", the sales of Tmall Apparel IP authorized products will increase by 60% in 2020. Mickey, Baokemeng, Doraemon, Marvel Comics and other classic IP of the United States and Japan have a strong momentum; Among the domestic IP, the Wenchuang IP of the Palace Museum, Dunhuang Research Institute and other museums accounts for half of the country. Similarly, these data outline the cultural and aesthetic life of contemporary young people from the side.
Through IP mining, we can study the deeper emotional needs of consumers. For different brands and different products, it is more important to choose a highly relevant and appropriate IP joint name. For example, in the past two years, Jin Yucheng’s Blossoms Shanghai and Haruki Murakami, co-signed by the dark horse Yongpu Coffee in the coffee market, are all "must-read" books for young artists. Among them, "cats, music and food" are the elements mentioned many times in Haruki Murakami’s books, and he himself once opened a jazz coffee shop, and consumers show their recognized values and attitudes through purchasing behavior.
Carefully "design" to produce emotional transmission
From generation X (born in 1965-1980) to millennial generation (born in 1981-1995), and now to generation Z (born in 1996-2010), what changes have taken place in consumer behavior? According to the 2021 China Consumer Report released by McKinsey, the casual purchase rate of Generation Z in China is 5 percentage points higher than that of Millennials and 10 percentage points higher than that of Generation X in China.
With the rising income of millennials, Generation Z has emerged in the field of consumption, which has spawned new outlets in more fields, including blind box and "script killing" games.
Cultural relics that once slept in the glass frame of the museum are entering the daily life of consumers. Not long ago, Lin Meng, who works in Nanjing, set an alarm clock at 7: 58 pm. As long as the archaeological blind box in the official flagship store of Henan Museum is open for purchase, she will immediately place an order. This time, she bought four archaeological blind boxes and Fang Ding glasses, the treasure of the town, which cost nearly 600 yuan. "On the weekend, I kept digging with a Luoyang shovel in the box, just like I was at the archaeological site for nearly 2 hours. The soil fell layer by layer and the shovel was bent. When I saw the complete presentation of Maitreya Buddha in the blind box, it was still very fulfilling."
The survey shows that the two most important points for consumers to consider the "price-to-heart ratio" are the new experience and the unique design. According to industry insiders, the "out-of-the-box" of Wenchuang products in Henan Museum stems from the addition of blind boxes and Luoyang shovels in the process of purchase and use. Compared with ordinary blind boxes, they have an extra layer of "digging" fun. In the process of exploration, consumers constantly have emotional connections with products and have more and richer experiences.
Liu Feifei, born in the 1990s, likes to play a game of "script killing" with friends in his spare time. "We have a board game group, which has grown from the initial 8 to 46 people. Every Wednesday, Saturday and Sunday, we organize" script killing "activities, and each person spends almost 4-5 hours playing." In her view, "script killing" is a medium for emotional communication between friends. Not only can you chat with friends offline, but you can also be familiar with one story after another and bring them into the role to experience the joys and sorrows of the characters. "On one occasion, a couple also drew a couple in the script. When the plot trend in the script was the breakdown of their feelings, they cried and were particularly impressed." It is not difficult to find that, compared with the traditional "werewolf killing" game, the design of "script killing" pays more attention to the introduction of emotion, and the process of consumers’ interpretation of the script is a "micro-creation".
Subdivide the "scene" to meet the hidden needs
The core of bringing consumers the experience of "heart-to-price ratio" lies in discovering hidden needs, thus realizing emotional satisfaction.
Observing the pre-sale data of "June 18th" this year, we can see which products consumers voted for. According to the data of JD.COM, on the first day of pre-sale activities, POP MART limited the hand-made goods to be sold out within five minutes after the opening of the door, and the turnover of the blind box brand 52TOYS increased by over 15 times year-on-year. The low-calorie and low-fat categories continued to grow, and the growth rate of dark chocolate categories exceeded 15 times compared with last year. In the field of smart home, new products such as smart refrigerator, fresh air air conditioner, and sweeping robot are favored by consumers.
"In China’s home appliance market, high-end home appliances, health home appliances, embedded home appliances and smart home appliances are still the main development trends this year." Dr. Tang Shanda, President of Bosi Household Appliances Group in Greater China, said that at present, the market demand for dishwashers is growing rapidly, even in short supply. Consumers in China use more bowls, chopsticks and glasses, so it is necessary to adjust the design of bowls and baskets according to different types of tableware to innovate products. According to reports, in order to meet the needs of female consumers to store high-end skin care products, a refrigerator with a constant temperature storage space of 10℃-12℃ is specially designed to ensure that skin care products are kept in good condition.
The brand "Grain Planet" born in Nanjing launched corresponding products according to consumers’ life scenes. "By thinking about a young man’s day from morning till night, subdividing breakfast, dinner, afternoon tea and other life scenes, many office workers and white-collar workers report that they can’t eat breakfast because they sleep late and get up late, and it will be uncomfortable to drink milk on an empty stomach. According to this demand, the morning’ light meal replacement’ low-fat oat milk was introduced, with zero lactose and no sucrose added. " Kaiser, the founder of the brand, said that users also participated in product development and iteration, among which two new flavors of oat milk, avocado and cactus mango, were the results of user voting. "In the future, more products will be launched according to the social scenes of young people."
Xinhua Daily Meeting Point reporter Ding Qianqian
Produced by Xinhua Daily’s all-media economic news department
Source: Xinhua Daily
Reporting/feedback

Why did the player Hazard translate into "Azar" instead of "Hazard"

Player Eden Hazard (Azar) Oriental IC map

Recently, Eden Hazard, the top Belgian star and player of Chelsea Football Club, has been linked with Real Madrid. Azar’s stay is really a major event in today’s football. Azar is famous for his sharp breakthrough and accurate passing ability. He is expected to become another king after Messi and Cristiano Ronaldo, and has always been a hot figure in the transfer market. Many China fans will be surprised when they see Hazard’s name: Why didn’t he translate it into "Hazard" but "Azar"?

Azar Belgian national team jersey

An unorthodox Latin descendant

When Azar just rose to fame, he was indeed misinterpreted as "Hazard" by China media, and later corrected as "Azar". This is going to talk about the pronunciation of Hazard. There are three official languages in Belgium, which are distributed in different regions of Belgium, and there is a strong language in different regions, that is, the official language. The official language of Flemish in the north is Dutch, while most of Walloon in the south speaks French, while the area near Germany in the east of Walloon is German-speaking. Brussels, the capital, is bilingual in Dutch and French. Azar was born in La Louvière, Walloon Region (French: La Lou Viè re), only a dozen kilometers away from France, and is a typical French-speaking city. His native language is French, of course, and his name is naturally pronounced in French.

Belgian genius "Hazard"

Hazard is a traditional French surname, so it can’t be pronounced in English or China’s Pinyin. According to the French pronunciation rules, neither the initial consonant H nor the final consonant D of the word Hazard is pronounced, and only the part of azar is pronounced, which is pronounced as [aza]. In this way, Hazard transliterated and became "Azar".

As for why these letters are not pronounced, it is necessary to talk about the history of French pronunciation and French orthography. French belongs to the Romanesque family, and its ancestor is Latin. 52 years ago, Caesar led the Romans to conquer Gaul. Influenced by the Romans, the Celtic-speaking Gauls gradually romanized and began to use the Roman language. Roman Latin naturally became the upper language and common language in Gaul. After the Romans stayed in Gaul for hundreds of years, the Frankish tribes of the Germans invaded the Roman Empire, occupied the Gaul region and mixed with the locals. The name of this land has also become Frank. Although French is a descendant of Latin, it is far from Latin because of the influence of Gauls and later Franks. Although Italian, Spanish and French belong to Romance, the first two are obviously closer to Latin.

The expansion of the Roman Empire

With the Germanic invasion and the division of the Roman Empire, folk Latin gradually formed in various places. It is a popular variant of classical Latin in France, Italy, Spain, Portugal, Romania and other places, and can be regarded as a dialect of classical Latin in various countries and regions. Strictly speaking, the predecessor of French is not written Latin, but the oral language used by businessmen, soldiers and other folk people. The sound "H" in ancient Latin ceased to be pronounced as early as the end of the Roman Republic, and was even kicked out of the alphabet. This sound was restored in Gaul, which was introduced from Germanic language at the beginning of the Frankish era (481-843).

Barbarian Invasion of Rome and National Migration

With the passage of time, languages in various regions are getting farther and farther away from classical Latin, and most people can’t understand normative Latin. Since the middle of the 8th century, Gaul has even reached the point where even the priest in charge of education can’t understand the most straightforward religious texts. In 813, the church had to ask the priest to preach in the local language. In February, 842, two brothers, Charles Bald, King of the West Frankish Kingdom, and Louis Teutonic, King of the East Frankish Kingdom, swore allegiance to each other in Strasbourg, and opposed their eldest brother, lothaire, the Holy Roman Emperor and King of the Middle Frankish Kingdom. In order to make the soldiers present understand, they did not use Latin, but used Roman spoken language and ancient German spoken language respectively. From this moment on, the local Latin dialect began to be regarded as an independent language. The text of the Strasbourg Oath spoken in Roman is regarded as the earliest written record in ancient French.

The earliest written record in French "Strasbourg Oath"

Pursuing orthodoxy by carving a boat and seeking a sword

Since the ninth century, French document recorders have begun to adopt the method of consistency between words and writing, recording only the sounds they can make, and drawing a clear line with Latin. In the era of Cape Dynasty (987-1328), French developed local norms and implemented orthographic principles (that is, standardized French writing, pronunciation, grammar and other elements). Influenced by Germanic language, they wrote grandis as grant and tarde as tart. However, the first orthography soon became obsolete. Language will change with the passage of time and the change of social environment, just as Chinese has ancient sound, middle ancient sound, modern sound and modern sound, so does French. French is generally considered to be divided into three stages: ancient French (9th-l4 century), medieval French (L4 century-early 17th century) and modern French (early 17th century to present).

In a blink of an eye, in the Middle French period, the ending consonants stopped pronouncing, which became the most important phenomenon in this period. At the end of 14th century, the final r was the first to stop pronouncing, and some people began to use voix instead of voir. Since the 16th century, the Paris dialect began to be non-Germanic, and H was no longer pronounced, which gradually spread to the whole country. However, the orthography at this time did not implement the principle of consistency between words and characters. This is because the spring breeze of Renaissance blew from Italy next door to France, and the atmosphere of being thin today and thick ancient influenced France. As the dominant language on the European continent, French gradually replaced Latin as the common language in Europe and became the most influential language in Europe at that time. European nobles are all proud of speaking French.

However, at this time, the French found that their language was drifting away from classical Latin. Just as many dialects in China like to compete for the orthodoxy of ancient Chinese, the French sprouted the heart of fighting for the orthodoxy of Latin. They believe that if words are abbreviated according to their actual pronunciation, it will change the language of French and create a huge gap between French and Latin. French linguists struggled to stop the disappearance of consonants at the end of words from the beginning, and they succeeded in the fourteenth century. They adopted a kind of orthography contrary to the principle of "consistent words and writing" before, and did the opposite, adopting the orthography of carving a boat and seeking a sword. The new orthography not only does not record the new evolution trend of language, but carries out retro. In this way, grant and tart become grand and tard; respectively; H has also been preserved.

Indo-European family tree

Deeply influenced by Latin, in order to achieve the retro "beauty of words" and, more importantly, to increase their labor income, the copying people adopted the writing method with the most components and kept a large number of silent letters at the end of the word. This has formed a wonderful phenomenon: the orthography of French lags far behind the phonetic changes, and many letters are still preserved in words even if they are not pronounced. Ironically, as the birthplace of Latin, Italy doesn’t even write H, but French still insists on writing. For example, homo in Latin evolved into uomo in modern Italian and homme in modern French, and Italian directly omitted H in spelling. Ferdinand de Saussure, a famous Swiss linguist and known as the "father of modern linguistics", ridiculed the orthography of French as a commemorative return.

"Henry" should be "Only" instead of "Henry"

H in modern French can be divided into two situations. A kind of H is just like no H. The vowels after H can be recited with the previous syllables. The other H is like a tight throat, which is inseparable from the previous syllable. Nevertheless, what they have in common is silence. If readers meet the French who can pronounce H, I’m afraid he is an Arab immigrant from North Africa or his descendants.

After reading this, the reader must have known that Thierry Henry, a famous French football player, translated "Henry" incorrectly. How did this happen? In the 1990s, the foreign language level of sports media practitioners was generally not high. Most people have only been exposed to English as a foreign language, and they read all foreign names according to the pronunciation rules of rules of english pronunciation and even Chinese Pinyin. However, in linguistics, there is a principle that a name follows the master, and the name should be read according to his mother tongue. When "Henry" is pronounced as [ɑ i] in French, it should be transliterated as "Only". However, in my impression, the transliteration of "Only" seems to have been translated correctly by Shanghai Five-Star Sports Channel and titan sports. Relatively speaking, the probability of making mistakes in other industries will be much lower. For example, Henri Léon Lebesgue, a French mathematician, was translated as "Henri Leon Lebesgue" by people in the industry.

1998 French national team jersey

As mentioned above, in addition to the initial H, orthography in French leads to a large number of silent consonants left at the end of words. Except for f, l, r and q, other letters appearing at the end of consonants are usually silent. A typical example is that Paris, the French capital, is pronounced [pai], and the Chinese transliteration is "Paris", not "Paris". In the sports world, there are a lot of mistranslated names because they don’t know the pronunciation rules. Deschamps, a famous player who led the French team to win the football World Cup for the first time, is pronounced [de.] in French. But on November 6th, 2003, unknown so’s Sina Sports transliterated him as the head coach of Monaco team according to English rules. Laurent Blanc, the main member of another World Cup champion in 1998, pronounced in French [lo ɑ bl ɑ], should be translated as "Laurent Brown"; Not "Laurent branko". The same surname is Robert, which is translated by the British and Robert by the French.

Monaco coach "Deschamps"

It can be seen that the defects of affixation brought by French orthography are very obvious. These silent letters are more redundant than affixes. In addition to increasing learners’ memory and writing costs, they also easily lead to misreading and mistranslation by people from other countries who don’t know the truth. André Martinet, a French linguist, was disgusted with this. He once criticized rudely: "Grammatical affixation in French is an obstacle for French speakers. If the time wasted in mastering it is used to learn something else, then this the French will not be such a gentleman. He knows nothing about geography and his intelligence is so low. " Even so, the French people’s awareness of reform is still very weak. They even think that French is famous for its "accurate and clear" words and beautiful pronunciation. Due to the great resistance of conservatives in the ruling and opposition circles, the reform of writing is a thorny issue for France, and the phenomenon of affixing words has not been dealt with.

The French Academy, the institution responsible for standardizing French.

The mistranslations of "Henry" and "Blanco" have been widely used, which is almost "a long story makes a long story", but "widely used mistranslation" does not mean that this mistranslation is correct. It is a major principle to pronounce and translate a name according to its owner, just as Chinese’s name cannot be pronounced and transliterated in Latin according to the Chinese characters of Japan, South Korea and Vietnam in the Chinese writing circle. Now, with the increasing familiarity of Chinese people with languages other than English, it is really gratifying to translate Hazard into Azar instead of Hazard.