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There is a line in a TV series that goes like this: This is not an ordinary Jeep, this is a Land Rover, a special car for the British royal family. You think it is ugly, but I think it is the best looking car in the car. As long as the driver is bloody, he wants to own a Land Rover. "

This line speaks to the hearts of most men, but the reality is that for the vast majority of ordinary people, Land Rover is still a spiritual totem-like model.

However, with the rise of new energy in China, there are not a few replacement models with tough appearance and hard-core strength. The second-generation big dog with Hi4 technology that we test drive today is such a model.

Replace with a new power system

First of all, let’s take a look at the evolution of the second-generation big dog power system. The car went on sale at the end of February last year, but the Hi4 hybrid system was officially released in March, and it was officially applied to the mass-produced new car Xiaolong MAX in May. However, for such a wild-looking style, without four-wheel drive, it is really just a game.

After market research and the voice of netizens, after a year, we are looking forward to the second generation of Haval big dog Hi4 finally arrived as scheduled, the new car has been listed, the new car is currently only launched a configuration version, priced at 179,800 yuan.

Compared with the previous fuel version and DHT version, the size, appearance, and interior are basically the same, and the core difference is the power system.

Therefore, at the beginning of this article, let’s start directly with its driving section.

Comfortable orientation, motivation at any time

The route of our test drive this time allows us to fully experience the comprehensive working conditions of this Haval Hi4 electric four-wheel drive, including high-speed sections, national highway sections, rural road sections, and off-road sections, basically covering all scenarios used by consumers.

Looking at the parameters first, the second-generation big dog technology is actually very familiar, the same as the Haval Raptor. 1.5T engine + front and rear dual motors, a total of three power sources.

The maximum output power of the engine is 123kW and the peak torque is 243N · m.

The maximum output power of the front motor is 70kW, and the peak torque is 160N · m.

The maximum power of the rear motor is 150kW, and the peak torque is 350N · m.

So, when you need power, with full throttle, all three power sources exert force at the same time, and the maximum power of the system can reach 278kW.

The combined torque is 750 N · m, and the zero-hundred can reach 6.3 seconds.

The new car provides a total of three driving mode adjustments, namely pure electric, pure electric priority, and intelligent hybrid. Usually commuting in urban areas, when the battery is sufficient, it is more willing to put it in pure electric mode. One is that the cost of driving is low, and the other is that it will have better comfort.

But for long runs, I still prefer to place it in an intelligent hybrid, where the system can automatically match the most suitable power mode according to the throttle opening and current road conditions, thus keeping the power online.

In actual experience, even if the power is below 25%, there will be no dilemma of "one dragon with electricity, one worm without electricity". The two-speed gearbox structure can be intervened at a speed of 40km/h. When there is a demand for power, the system will switch to the parallel mode, the three power sources will exert force at the same time, and the high-speed re-acceleration ability is also strong.

In addition, its long-distance comfort is very good, the rear seat legroom and leg support are in place, and it is also equipped with an open and close sunroof with sunshade, as well as a rear side window sunshade. The road noise and wind noise are well isolated, which is rare in an SUV.

However, it is regrettable that even if the kinetic energy recovery is placed under the weak option, the adjustment of the brakes is still sensitive, and a tap will have an obvious braking reaction, which can easily cause the phenomenon of brake nodding.

For the rear passengers, it will affect the comfort. This requires the driver to get used to it a little and control their footwork reasonably.

The off-road expert in the city SUV

In addition to the confidence in city driving, Haval’s second-generation big dog Hi4 off-road capability is also a highlight.

The first is the off-road hard data. The second-generation big dog offers an approach angle of 24 °, a departure angle of 30 °, a longitudinal pass angle of 19 °, and a minimum ground clearance of 200mm. Its chassis passability is much higher than that of most urban SUVs.

In comparison, the Subaru Forester, the originator of urban off-road, has an approach angle of 21.5 degrees, a departure angle of 25.8 degrees, and a minimum ground clearance of 220mm.

In response to off-road conditions, we provide four different off-road escape modes: snow, four-wheel drive, mud and sand. In this rainforest crossing, I used the mud mode throughout the process.

In the rainy season in Guangdong, the road is filled with mud and unpaved roads, which is almost the limit of a city SUV. We also use a Kumho road tire, which is a test of four-wheel drive capability and torque vector control system.

During the entire process, in fact, I only need to stabilize my direction and step on the accelerator lightly, and I can basically pass easily.

According to the official introduction, the second-generation big dog Hi4 can pass through single rear wheel, cross shaft, single front axle, single rear axle pulley block, and can climb 60% of the ramp at Xushui Proving Ground, while the ramp starting angle can reach 40%.

Haval’s second-generation big dog uses Hi4 technology, which is an inevitable result of the development of Haval’s technology. The new car offers an excellent car experience in terms of fuel economy, off-road passability, and ride comfort.

Unfortunately, the Hi4 version only launched one configuration, and the price reached 179,800 yuan.

The configuration is rich enough, but for light off-road players, there are too many square box-shaped new cars now, and the second-generation big dog is quite competitive. But how to get a place? Price is important, Hi4 is also important.

I think we can make some trade-offs in the configuration later, and also apply Hi4 technology to launch a few more entry-level versions.

Only in this way can we truly achieve the "four-wheel drive experience, two-wheel drive price, four-wheel drive performance, and two-wheel drive energy consumption" promoted by Hi4.

　　In recent years, Yiqi Town, Tunxi District, Huangshan City, has taken the party building and leading the project of promoting the beauty of rural Gypsy as a breakthrough point, with the goal of strengthening the village and enriching the people, relying on the advantages of local rich natural ecology and cultural atmosphere, and constantly stimulating new vitality of cultural tourism, promoting the deep integration of "agriculture + culture + tourism + sports", empowering the rural area to fully revitalize and go to "poetry and distance" together.

　　Promote the countryside with "agriculture". Firmly establish a "big agricultural concept and a big food concept", based on its own advantages, fully tap the resources of "soil", amplify the advantages of "special", improve the efficiency of "production", focus on industry to promote rural revitalization, and further promote the integration of rural primary, secondary and tertiary industries. Up to now, Yiqi Town has developed a total planting area of nearly 2,000 mu of vegetables, fruits, Chinese herbal medicine, etc., and 9 villages have achieved full coverage of municipal "one village and one product" characteristic villages, including one at the national level, which has effectively enhanced the stamina of rural development and driven villagers to increase income and become rich.

　　Promote development with "culture". Actively build cultural venues that integrate publicity and education, culture and entertainment, and sports and fitness. Make use of positions such as the Farmhouse Bookstore and the New Era Civilization Practice Institute to build and strengthen town-level comprehensive cultural service centers and expand public cultural service functions. Accumulatively equipped with more than 10 kinds of fitness equipment and more than 10,000 books in the Farmhouse Bookstore, make fitness, leisure, and reading the most beautiful scenery in the countryside, and make the cultural positions more cultural and rural characteristics. At the same time, make use of the slack season and important festivals to organize cultural backbones to arrange lively and exciting programs, and spread new ideas in the new era in the form of down-to-earth, willing to watch, and educated literature and art.

　　In the future with the "travel" period. Deeply tap the potential of rural tourism resources and explore the "new password" of rural tourism. Integrating traditional skills such as emblem paint, stinky mandarin fish processing, and Tunxi green tea processing, five high-quality routes such as Hui cultural experience research, park industry, and ecological picking have been launched, which have driven more than 100 villagers to increase their income steadily, with an average annual increase of more than 12,000 yuan. Actively develop leisure tourism projects such as "surrounding research" and "rural picking", and successively introduce Diu Diu Xiong Ecological Farm, Tower Coffee, etc., and open more than 10 new business models such as tea brewing around the stove and camping for leisure. Continue to improve the efficiency of rural revitalization and development, and accelerate the gradual transformation of "beautiful resources" into "beautiful economy".

　　Build the brand with "body". Actively carry out sports and intellectual activities of characteristic chess, vigorously promote the external publicity and popularization of chess culture, and invest more than 100,000 yuan to promote chess culture into campuses, institutions, rural areas, enterprises, and families. At the same time, Weiqi Town Central Primary School made it clear in the after-school service that Weiqi is a compulsory course. The school was successfully selected for the second batch of "National Weiqi Characteristic Schools (Kindergartens) " in 2023, which is the only one in the province. The rural bookstores in 9 villages of the town are fully equipped with chess equipment and books, and the chess culture course is included in the "Wednesday Night School" of the town organs, creating a strong atmosphere for learning chess and playing chess.

Recently, some passengers have reported that they have encountered various new problems when taking online car-hailing, such as private charging, additional fare increases, refusal to carry passengers, and forced passenger carpooling. After in-depth investigation, a reporter from Beijing Youth Daily found that the above chaos does exist. With the development of the online car-hailing industry, these new problems have to be taken seriously.

　　offline payment

　　"You can only get off after scanning WeChat and paying."

　　A reporter from Beiqing Daily recently investigated and found that when taking a taxi on an online ride-hailing platform, the driver was asked to scan the code offline to pay the fee.

　　In March this year, Ms. Yang, a college student, and her roommate traveled from Beijing to Jinan. When they took a taxi online to a hotel on an online ride-hailing platform, they were asked by the driver to scan the code offline to pay. Fortunately, the roommate refused strongly at the time, or they would have paid two fares, Ms. Yang said.

　　A user named "Zhang Wei" reported that when he arrived at his destination by taking an online taxi, he found that the door could not be opened. "You can only get off after scanning this WeChat to pay, otherwise we will always be exhausted," the taxi driver said to Zhang Wei. Due to the rush to work, Zhang Wei could only scan the driver’s private WeChat payment code to pay the money. Unexpectedly, the driver did not settle the bill on the platform in time, but ran for more than an hour before settling the bill, resulting in Zhang Wei having to pay extra for the order that was not settled online.

　　The Beijing Youth Daily reporter saw that the online car-hailing platform stipulates that if the driver actively requests and guides the passenger to pay offline without any reason or for various reasons, and collects the passenger’s offline payment of the fare, the platform can deduct its service points, and deduct improper income and 50-200 yuan from the illegal driver’s account as credit liquidated damages. At the same time, the platform has the right to deduct the platform’s receivable service fee; if the violation of these rules or related fee rules is repeated, the platform can suspend the service for 1-7 days at the same time; if the circumstances are serious, the service will be suspended for 15 days; if the circumstances are particularly serious, or if the amount is huge, the service will be permanently suspended.

　　disguised markup

　　Additional price increase for long-distance orders is an unspoken rule.

　　At the same time, various online ride-hailing users specifically called the driver to request a fare increase before getting on the bus. After getting on the bus, the driver proposed a return fee, a fare subsidy, and a disguised fare increase such as asking passengers to add high-speed fees and parking fees at will.

　　Passenger Xiao Liang told the Beiqing Daily reporter that he once took a taxi from Dongguan to Shenzhen Airport and called a car at a price of more than 300 yuan on the online car-hailing platform. Unexpectedly, after the driver arrived, he said that he had to add an additional return high-speed fee of 50 yuan before he was willing to run the order. After Xiao Liang refused, the driver left. Xiao Liang continued to call the second online car-hailing, and the driver also said that he needed to add a return high-speed fee of 30 yuan. Because he was in a hurry to catch the plane, Xiao Liang finally had no choice but to agree to the driver’s request.

　　Another passenger, Ms. Liu, said that she had taken a taxi from Beijing to Langfang for a meeting. The driver first asked to cancel the order online and pay offline. Ms. Liu refused the request for safety reasons. Then the driver asked for an additional return fare, which Ms. Liu agreed to because of time constraints. Finally, the driver added the fare to the platform’s fare details.

　　Beiqing Daily reporter learned that the online car-hailing platform also has regulations on this. There are platform rules that say that if the driver is dissatisfied with the platform’s charging standards, the passenger is required to pay the extra-order fee; the passenger is required to pay the waiting fee; the station order violates the platform rules by requiring the passenger to pay the extra-order fee and other price increases on the grounds of empty driving or queuing, etc. For each illegal order, the platform can deduct its service points, and can deduct improper income and 50-200 yuan from the illegal driver’s account as credit liquidated damages; for repeated violations of these rules or related fee rules, the platform can suspend the service for 1-7 days at the same time; if the circumstances are serious, the service will be suspended for 15 days; if the circumstances are particularly serious, or if the amount is huge, the service will be permanently suspended.

　　So, why do drivers still violate the regulations? Beiqing Daily reporter learned that orders with fees such as high-speed fees are more common in cross-city orders, because drivers cannot take orders in different places, so they can only return by air. It is reported that online car-hailing cannot take orders in different places, because its operation certificate is in the local area. In the online car-hailing system, drivers cannot receive orders for return trips in different places. If the driver is found to be operating illegally, he will face fines and detain the vehicle.

　　forced carpooling

　　Drivers receive orders on multiple platforms for exclusive carpooling

　　A reporter from Beiqing Daily noticed that netizens also reported more situations, including drivers taking orders and carpooling on multiple platforms without permission. Passengers from Hunan said that they clearly chose "exclusive" on the platform, which was more than ten yuan more expensive than "carpooling", but after getting on the bus, they found that there were already three passengers in the car. When he questioned, the other party’s attitude was arrogant, saying that "there is no’exclusive ‘now."

　　Another passenger also said that she booked a ride on the online ride-hailing platform to go to the high-speed rail station "exclusive". The price is much more expensive than the car-sharing, but when the car arrived, she found that two passengers had been taken. The other party said that this was her relatives and friends. In the car, she photographed the situation and finally complained to the platform customer service, who agreed to refund the price difference between the two yuan "exclusive" and "carpooling".

　　In this regard, some experts said that according to the relevant provisions of the Civil Code, if the carrier reduces the service standard without authorization, it shall refund or reduce the fare according to the request of the passenger. Online car-hailing drivers use multiple platforms to take orders without permission, resulting in passengers who should have exclusive ride space but are forced to carpool, which is equivalent to lowering the service standard to a certain extent, which is a breach of contract. Drivers should charge the ride fee according to the carpooling price, or refund the full amount.

　　Driver refuses to take

　　Unwilling to take orders in the form of "one price"

　　The price of "one price" orders is lower than that of ordinary orders, and it does not change with the time of the journey. Many drivers are reluctant to accept similar orders because of the low price. At the end of February this year, a video of an online ride-hailing driver refusing to take or abusing passengers on a one-price order hit the hot search, triggering discussions among many netizens. A reporter from Beiqing Daily saw that the incident in the video happened on February 24 this year. When Mr. Wu called an online ride-hailing car in Shenzhen, Guangdong, the driver asked him if he was a one-price order, and called the platform customer service in the car, claiming: "The passenger doesn’t want to spend money, and he can’t bear to take a car. Let him walk over. I don’t serve this kind of passenger." Mr. Wu said that the driver felt that he had lost money by taking the "one-price" order, not only insulted the passenger as a "loser", but also let him off before he reached his destination.

　　Similar situations are common in scenic spots or congested road sections. Drivers believe that the order takes too long, so they are unwilling to accept the order in the form of "one price". However, passengers believe that this is stipulated by the platform, and since they have also spent money, they should enjoy the service.

　　observe

　　Source control should be strengthened

　　There have been drivers and passengers who have caused trouble to the traffic law enforcement department because of the above problems. Law enforcement officials said that drivers have objections to the platform’s charging model and cannot be transferred to passengers, infringing on passengers’ reasonable and legitimate rights and interests. Hangzhou Traffic Law Enforcement Team reminds: Taxi (including online ride-hailing) drivers deliberately detour, refuse to take, drop passengers halfway, and forcibly carpool are illegal acts. If a similar incident occurs, the driver will be punished by administrative penalties.

　　Some analysts believe that the reason why there are a large number of online car-hailing drivers who take unreasonable orders and charge fees is that the actual income of drivers is reduced in the saturated environment of the online car-hailing market. In this case, some online car-hailing drivers may take risks and take chances and make the above-mentioned violations and illegal acts. On the other hand, the benefit distribution and order distribution mechanism of online car-hailing platforms are unreasonable, and the commission of online car-hailing platforms to drivers is too high, resulting in low actual profits for drivers after each order is settled. In addition, the platform strictly controls the number of orders and the order amount of drivers every day through the order dispatch mechanism, resulting in limited income regardless of how long the driver actually works every day. Therefore, some drivers have to charge privately in order to survive and force passengers to fight. Furthermore, passengers’ awareness of rights protection is not strong enough, which also condones this part of the dishonest online driver.

　　According to the analysis, it is time to treat the chaos of online car-hailing drivers. The government and relevant departments should strengthen source control, standardize the business license of platform enterprise qualifications; consolidate the main responsibility of enterprises, crack down on illegal operations, supervise and inspect the implementation of safety production responsibilities, track services, interview warnings, and urge immediate rectification of potential safety hazards found. Online car-hailing platforms should increase supervision of online car-hailing drivers, strengthen travel norms for drivers and travel safety protection for passengers; organize regular training to improve the quality of online car-hailing drivers. At the same time, it is necessary to simplify the rights protection mechanism and enhance passengers’ awareness and willingness to protect their rights. Passengers should enhance their awareness of rights protection, choose services rationally, evaluate services reasonably, reduce disputes, and ensure safe travel.

Special feature of 1905 film network　As of December 14th, the pre-sale box office exceeded 200 million yuan, making it the highest-grossing film of the month. At the same time, it broke three film history records and became the first place in the pre-sale box office of Chinese New Year movies, romance films and fantasy films in the past three years.

This achievement makes Twinkle, Twinkle, Twinkle, Bright Stars attract much attention in this New Year’s Eve file, which is far superior to other films in the same period in terms of popularity and pre-sale results. The screening arrangement of "Under the Snow Field" has brought a new direction to the film announcement, and what kind of marketing thinking is behind this?

What is the "snow field"?

The movie "Twinkle, Twinkle, Bright Stars" is a derivative of the 2022 series of the same name, which was created by the original crew of the TV series and played the leading roles of Zhang Wansen and Lin Beixing respectively.

The TV series tells the story of the heroine Lin Beixing who frequently crossed back to high school because of accidentally deleting the text messages in her old mobile phone. After several explorations, she found that the key to crossing was related to Zhang Wansen’s "suicide", so she decided to save Zhang Wansen and started a fantastic love story. From the perspective of Zhang Wansen, the hero who secretly loves the ceiling, the movie version tells the story of Zhang Wansen’s constant restart of that tragic summer in order to protect Lin Beixing, and this time the guardian is no longer unknown.

In the TV series, Lin Beixing gently said "Zhang Wansen, it’s snowing, I miss you" in the snow, which is a classic bridge in the series, and it is precisely because of this line that it became the creative origin of the movie version of "Twinkle, Twinkle, Stars" and "Down on the Snow Field".

On December 4th, the film announced that it had organized 1314 cinemas to have a surprise snow field at 13:14 on December 30th. The cinema staff prepared snow cans for the "snow" session, creating a romantic atmosphere for the audience to experience and go to the snow-floating appointment together.

When the pre-sale opened on December 5th, the pre-sale box office of the film broke through 70 million in one fell swoop, surpassing the box office champion on the first day of the pre-sale of China Film History. And at present, in the major ticketing platforms, the "snow field" of "Twinkle, Twinkle, Bright Stars" is almost full, and one ticket is hard to find.

Subverting traditional marketing brings new opportunities.

For the popularity of Twinkle, Twinkle, Twinkle, Bright Stars, the subversive marketing strategy of "going to the snow field" has contributed a lot.

First of all, "Twinkle, twinkle, twinkle, bright stars" is a hot online drama in 2022, and the popularity of its drama version has also helped the fermentation of the shadow version. On the one hand, the open ending in the finale of the drama set a suspense for the development of the plot, which is also closely related to the upcoming film. On the other hand, the high-viscosity core audience group accumulated in the short interval before the drama can make the film version get a good wave of "tap water".

Furthermore, the movie’s marketing of "Snow", "Ritual Sense", "Secret Love Confession" and "New Year’s Eve" all accurately stepped on young people’s psychology. So "Twinkle, twinkle, bright stars" started with the classic scenes of the series, making the classic line "Zhang Wansen, it’s snowing" the marketing focus, and arranged a "snow field".

Even, the film also launched a roadshow activity on the topic "Love reverberates", which was decided by you, allowing the audience to vote for the roadshow city, which not only enhanced the interaction among fans, but also brought a lot of publicity effects.

The film combines the core point of the film "Zhang Wansen, it’s snowing" with the "real snowing" in the cinema. The combination of film and reality brings unprecedented viewing experience to the audience. This subversive innovation not only stimulates a large number of audiences’ desire to enter, but also serves as a topic to promote the film’s circle.

Although there have been some questioning remarks after the film marketing topic exploded, and some cinemas canceled the original plan of "going to the snow field" due to fire safety reasons, it is undeniable that such a momentum of "Twinkle, twinkle, bright stars" has already occupied a place in the New Year file.

Can "special field" become a marketing template?

The popularity of "Twinkle, Twinkle, Bright Stars" also stirred up the dispute over the Lunar New Year file in advance. Inspired by this, other Chinese New Year movies have also launched special scenes according to their own characteristics.

The comedy film launched a "beer field", where the audience can receive a bottle of beer for free and watch the film while drinking; There are also arrangements for special events such as "lottery field" and "hot pot field".

Such fancy marketing actually pays attention to the atmosphere and social needs that the audience needs when watching movies. In the past, the cinema only played a screening role. However, whether it snows while watching movies or watching movies while drinking beer, it is increasing the interaction and stickiness with the audience, enhancing the audience’s viewing experience and bringing icing on the cake to the film.

But what deserves our consideration is whether all films are suitable for this marketing method, and whether the special "surprise" is meaningful if it is not strongly related to the content of the film. Otherwise, putting the cart before the horse and exaggerating marketing blindly will easily lead to another wave of emotional backlash, so different films also need to choose the marketing style that suits them best.

At present, there are more than ten days before the official release of Twinkle, Twinkle and Bright Stars. After the release, the quality and reputation of the film have yet to be reviewed by the audience. But it can’t be ignored that it breaks through the traditional marketing methods and brings new industry signals to the film market!