This article comes from the WeChat official account: Shihan (lixingdeqinggan1) < / span> , author: Lo Sze Han, from thematic map: IC photo
Backwater battle
When I talked about the new contract for reading articles and the Xiao Zhan mode two days ago, I said that this is Tencent’s battle.
A lot of people ca n’t understand it. This is obviously that the author and the user have been pushed to the extreme. Tencent is still so huge and so profitable. It is still the Chinese Internet super giant. How come it is a battle?
Because the logic of big companies is different.
For Tencent, a billion-dollar super giant, his rise and fall is not about making an explosive game and earning hundreds of millions of profits. It is whether he has caught the direction of the great era. Only in the big waves of the big era can there be a vast market space that can accommodate his super size and growth rate.
The fall of the giant
One of the simplest examples is Nokia.
Return the time back to 2007, when the global mobile phone market is based on a super giant called Nokia.
It occupies a market share of up to 49%, has a very healthy cash flow, and also has a very high user reputation because of the quality of the product. Even Nokia has a bulletproof bulletproof stalk.
But everyone is familiar with the plot afterwards. In just five years, this giant ’s market share has dropped from 50% to 5%
< / p>
Then the question is coming, do you think Nokia ’s destiny is crucial, and what year is the critical moment in the battle against the water?
Is this the first time in 2011 that the first throne of the market has been lost?
Or 2013 that fell below the 5% market bottom line?
Or 2015 that completely fell out of the mainstream list?
These years all involve very critical indicators, and they all look like moments of life and death.
But someone who knows the mobile phone industry will tell you that the real answer is: In 2007, Nokia looked the most prosperous.
Because of this year, in the lower left corner, a company called Apple appears. They held a press conference in January of this year and stated that we would reinvent the mobile phone.
—They did it.
In hindsight, 2007 was Nokia ’s last strategic window period. Apple came out and the era of smartphones arrived. As a giant in the functional machine era, if Nokia embraces the smartphone era for the first time and cooperates with Android, then relying on the accumulation of funds and technology and channel advantages in the past, they have a great chance to hold the market, and the new era may not have the opportunity to return to the throne. .
But they did not adjust in time, or they still had illusions. Missed this strategic window period, whenWhen the smartphones in the Android camp broke out, they immediately fell into defeat.
In 2010, although Nokia still had the first market share of 33%, everyone knew that their era was over.
The phrase “The giant fell down and his body is still warm” comes from this.
Giant is too big, so you ca n’t judge the situation of giants by keeping you warm like a small company. The fate of giants has been determined as early as the intersection of the great era.
Tencent is now at the crossroads of a new era,
This intersection is called, New Cultural Creation.
Is Tencent ’s cornerstone social or is it traffic?
However, before introducing the new cultural creation, I want to briefly sort out the current situation of Tencent.
Tencent’s rise is that he caught the direction of the great era twice.
For the first time, in 1999, when the domestic Internet era opened, Tencent caught the QQ ticket, and it turned out that the instant messaging software was a first-class ticket for the PC era. Tencent, which owns QQ, relies on QQ diversion. It can be said that people stop killing Buddhas and killing Buddhas.
The second time was in 2009, when the era of mobile Internet opened, Tencent caught WeChat’s ticket, social communication, this is a first-class ticket, Tencent with WeChat once again copied the myth of the PC era , Connecting everything, extending the tentacles to various fields. And more intelligently involved in various businesses in the form of investment.
This is the root of Tencent ’s rise. As for some people say that the horse racing mechanism is the same, it is still the same sentence. When you sit on the elevator, whether you stand up or sit on your stomach or do push-ups in place will not affect your rise to the top floor. .
The key is to take the elevator of the Great Times twice.
This record is very glorious. Only Ali, who has captured Taobao + Alipay in China, is comparable.
Baidu ’s problem is that the first-class ferry ticket of the search engine was caught in the PC era. In the mobile era, it was suddenly found that everyone did not need your Baidu search with various apps, and the sea of search engine information was dried up. And these boat tickets of Baidu map can’t bear the big ship of Baidu, so they are helplessly in decline. The various controversial operations are essentially decadentThe deformation of the next action is caused.
But when you study Tencent carefully, you will find that behind the appearance of everything, the core model has never changed. That is traffic + business.
Yes, that ’s right, it ’s not social, but social traffic plus business.
< / p>
Invested a long list of companies such as B Station Quick Hand Fighting Fish, and established countless channel entrances such as WeChat QQ public account browser. The core of all purposes is to obtain traffic, and all traffic is ultimately to the game / advertisement / Finance is profitable on three functions.
Even for a long time, Tencent ’s main profit point was the gaming business. Many people joked that Tencent is a game company.
However, one of the fatal questions is whether Tencent is an excellent game company.
This problem is very embarrassing. From the data point of view, Tencent is undoubtedly the best game company in the world, and the revenue can throw Sony Blizzard Nintendo away for dozens of miles.
But if you ask any game player, they will tell you that Nintendo Sony Blizzard is called a well-known game company, and what they make is fun.
Tencent has never made a highly praised good game.
League of Legends is an acquisition, DNF and CF are agents, eating chicken is a shareholding + agent, and King Glory and mobile phone eating chicken are the above mobile.
As the game company with the highest revenue in the world, it has never made a good game by itself. Behind this peculiar phenomenon is Tencent ’s fatal weakness.
Tencent’s model is traffic + business, single ratio business, he is not very powerful, what is powerful is the traffic + business model.
The key to his success after eating chicken and other battlefields is not that his game is better than Netease ’s wild action, but that his traffic far exceeds NetEase.
The same problem also applies to financial services. Is Tencent an excellent financial company?
At that time, WeChat became popular all over the country with the trick of grabbing red envelopes. It worked Alipay for eight years in one night to make Alipay full of huanglian. This matter was also called “sneak attack on Pearl Harbor” by Ma Yun.
However, the reason for the outbreak of WeChat wallet is because the function really does better than Alipay? Or is it because his traffic is larger than Alipay?
So, traffic is Tencent ’s core lifeline.
Understanding this, we can reconsider a problem.
Everyone ’s perception is that Tencent ’s core is a social platform. As long as the social battlefield does not lose the Tencent Empire, it is as stable as Taishan. I think this perception is wrong. Everyone is misled by the appearance.
Accurately, the social platform is born with a constant flow of traffic. Cheap traffic irrigates games and other businesses, allowing Tencent to fight in all directions.
The cornerstone of the Tencent Empire is the traffic brought by the social platform, not the social platform itself.
So, imagine, if one day, social platforms can no longer bring traffic?
Content and managementRoad
This is a completely counter-intuitive point of view. Communication and social networking are just what the public needs. How can there be no traffic?
Unfortunately, such things have happened more than once.
In 2009, which started in the era of the mobile Internet, do you think the company with the largest number of mobile users is
A Tencent B Ali C Baidu?
The answer is none of the above three. In 2009, the company with the largest number of mobile users in China was a magical website called Mobile Dreamnet. In 2009, he had a shocking 90 million monthly users. = “text-remarks” label = “Remarks”> (You can understand it as the name of the monthly activity at that time) .
Is it incredible?
Because this is a website of China Mobile, China Mobile integrated all its mobile user services at that time into this platform. Mobile Dreamnet is like a big Supermarkets include SMS, MMS, mobile Internet (WAP) , mobile games and other businesses.
The earliest mobile services, such as mobile phone QQ and mobile phone CRBT, were just one of the functions of this platform.
According to logic, China Mobile, which controls your mobile phone number and network signal, is definitely a well-deserved overlord in the mobile era. The mobile dreamnet they launched must also be a super platform like QQ and WeChat.
But as everyone knows, the stage of the mobile Internet era is that of emerging Internet companies.
The same situation occurs many times around the world
In 2007, the mobile Internet applications provided by British telecom operators accounted for 60% of the total mobile Internet traffic. However, with the addition of Internet companies, users are increasingly inclined to choose the mainstream applications of Internet giants, and it is an inevitable trend for operators to open up their mobile internet channels. By 2009, the mobile Internet application traffic provided by the British Telecom operator itself accounted for only 20% of its total mobile Internet traffic.
This phenomenon is called channelization.
Operators believe that mastering the mobile phone number and network signals will master the network of the new era, but users finally choose various “contents” in the network, that is, application services. A pipe.
Pipeline is still very important and indispensable, but he is not the center of the stage.
You think that a platform that masters social software will naturally control the traffic within the social software, but is it possible that the entire social platform becomes an external channel like an operator. Are profits and flows concentrated in the content flowing through the pipeline?
If you find it impossible, tell me, what are these?
This is just short In the field of video, I will not say that Taobao nails these.
WeChat uses block operations more and more frequently. In my opinion, behind it is the general trend of gradually channeling the entire social platform.
Toutiao Department ’s bottom salary draw
Many people do n’t understand the reason why micro-envelopes prohibit short videos. In fact, you can understand it with a little thought.
At the current penetration rate of short videos, if WeChat does not block Douyin, your WeChat group will be occupied by them in large numbers, and the timeline of your circle of friends will soon be screened by various short videos.
At this time, advertisers have to think about a question:
If I have an advertising budget of 10,000, am I investing in the Tencent platform? Or cast it directly to vibrato?
I advertise on WeChat Moments, or do I recommend Douyin ’s short videos for me? Anyway, you can swipe the screen in the circle of friends.
In addition, JD.com, Pinduoduo’s ecological partners and content authors will also start to think, do I work with Tencent or short video platforms like Douyin? Who is the real traffic controller?
If short videos occupy a large amount of the user ’s timeline, does the WeChat social platform become an operator-like channel and lose control of traffic?
Everyone knows that what defeated WeChat is definitely not another WeChat, but something else
It ’s just that everyone could n’t imagine what it was before
But now that the situation is clear, the short video platform may be the product. His way of defeating is not to replace WeChat’s social platform status, but to replace WeChat’s traffic and user duration. The social platform will still exist, and it will still be WeChat, but it may no longer occupy the center of the stage.
So, soon, WeChat banned the short video platform.
ps: I think that before Tencent ’s own short video platform gains an industry advantage, WeChat will not open this function, because it is equivalent to giving up the control of traffic.
However, the ban is a permanent cure, and the proportion of short video users is still increasing.
Users say that I love watching short videos. If you do n’t want me to watch them, I will continue to watch them on another platform. The daily lives of the vibrato are skyrocketing.
And, the point is, everyone finds that this short video grab is your instant messaging time.
< / p>
The length of the user, short video is about to overtake instant messaging ~~
The change in user time is quickly reflected in ad serving.
The huge engine of Toutiao has become the first today. Interestingly, Baidu Baiqingteng also surpassed the Tencent Youliang platform, but the reason is not that Baidu has improved, but that Tencent has fallen ~~
But it ’s not over yet, everyone also finds that short video as entertainment content will actually grab the game time.
If I were Tencent, I would definitely say, is this a dad.
A short video that not only hits social platforms but also grabs Party A ’s father, and now squeezes my game time.
However, however, this is still not over. Today’s headline said that I have traffic and user duration, and I can play games too!
Princess, it ’s better to be kind! ! ! Feel the flames of Saffron,
Ah no, feel the power of traffic.
— “Long-term optimism, continuous investment, not accounting for short-term gains and losses”
The surprise is-last year we recruited 1,000 people. This year we said that this is the warm-up, and I will recruit another 1,000 people.
Come on, be happy.
The determination of the Toutiao system is actually easy to understand, because Toutiao, like Tencent, is taking the “kill time” route, which is to spread to other businesses by taking up user time and traffic.
Therefore, as long as the short video occupies the user’s time, it will inevitably fight against all the remaining entertainment scenes. Social communications, mobile games, film and television dramas, and even online novels and variety shows are all within the scope of this blow, and the name of the APP factory also derives from this.
(Yes, in April, the headline novels have been mumbling for ten million days)
The current user time and the king of entertainment is Tencent. The last APP factory is also Tencent.
The wave of the new era is coming, but on this stage, there is an actor whose acting skills are very similar to Tencent.
One mountain can accommodate two tigers, but there will never be two actors on the same stage.
Moreover, this enemy is different from the past. Tencent’s past battles, whether it’s QQ Tang playing bubble hall, or eating chicken to play wilderness, WeChat wallet playing Alipay, Tencent has a traffic advantage. As long as the function is similar to yours, you can slowly consume you by the flow.
But now, the opponent in front of Tencent is not inferior in terms of traffic.
This is the first time Tencent has opened a group without a dominant traffic.
More importantly, this is a Great Patriotic War. Tencent doing e-commerce, or WeChat wallet playing Alipay, all rely on traffic to attack other people ’s businesses. It is a local war in other people ’s fields. It doesn’t matter if you can’t fight it down, then you can fight back.
But at present, this enemy is a total war from social to entertainment to games to online novels. The opponent wants to eat the entire entertainment battlefield in one bite and burn the battle to the base of traffic.
Tencent’s traffic defense battle started.
Traffic defense battle
Actually, Tencent’s traffic defense battle began in 2018.
In February 2018, during the Chinese New Year, Douyin started to take off, basically surging at a daily growth rate of one million, shocking the entire network. During that time, almost every day, we saw countless small videos of Douyin swiping on WeChat group and circle of friends.
Tencent keenly felt that the Douyin + Today’s headline entertainment combination is a great threat to Tencent’s entertainment empire, so it decisively announced that it would ban Douyin.
Everyone should be particularly impressed with the subsequent story. Do you remember the battle between Pony and Zhang Yiming in the circle of friends?
Looking back now, the gangsters have clearly realized that it is a very important point, so they all played in person.
The boss is on, can anyone else fall behind? Followed by a long public relations war
However, no matter how the war of words is played, in the end it still depends on the product.
But a very fatal problem appeared, Tencent was surprised to find that heActually, all the products in the road are broken.
Even the eldest son of the empire, the undefeated myth — WeChat went straight. The online WeChat video number cannot reverse the situation.
As mentioned earlier, Tencent ’s products have never fought on a battlefield that does not have a traffic advantage.
Tencent ’s products, Baidu ’s technology, Ali ’s operations, this sentence should actually be “Tencent ’s traffic, Baidu ’s technology, Ali ’s strategy”
Tencent may have discovered this problem too. Without traffic advantages, it is difficult to be high on the front. If you rely on short video products to do so, it will be a gift. Waste of money and resources is a trivial matter. If you miss the time window, you will be in trouble. They began to think about new ways.
New Cultural Creation
The solution they found was called “New Cultural Creation”
OK, with all that said, we can finally openIt started to say that new culture was created.
In simple terms, the idea of Xinwenchuang is that short videos rely on the content to pipeline my social platform, so my best way is not to fight the bayonet with the short video platform, but to control the most Upstream content production.
As long as the source of the content is all with me, is n’t the short video platform self-defeating? When the time comes to support your own short video platform, even the narrow content command platform will have the initiative. Besides the short video, the long video battlefield can also be used.
Regardless of whether the protagonist of the new era is your short video, capturing upstream content, combined with the downstream social platform channel, Tencent ’s traffic empire can successfully survive the new era.
This idea of starting from content source IP and opening up the entire content industry chain is called “new cultural creation”
This idea has had many successful cases.
How can QQ music not beat NetEase Cloud Music?
Give traffic, advertise, learn functions?
But this is goodThe songs are all written by Wen Qing, and they will not move their nests. Okay, I bought all the copyright for you. You ca n’t even listen to the song. Can you still leave?
Another example is the glory of the king.
I do n’t need to fight the platform with you at all. As long as I hold the IP of the king ’s glory, your downstream game commentary or the live broadcaster can be controlled by me.
Copyrighted content, content-based platform, you do n’t have to fight your products.
In the past, Tencent products are like you, and the traffic is bigger than you. So now, the product is just like you, more content than you. And I can pinch your traffic source through the content.
Understanding this strategy, you will find many puzzles, all solved. Why did Xiao Zhan fire? Because Chen Qing is hot. So who produced Chen Qingling? The answer is Tencent.
And Chen Qingling is based on the anime “Magic Patriarch”, who produced the original anime? The answer is still Tencent.
By the way, this comic serialization platform is also Tencent.
The magic of the Master of Dao is based on the novel of the same name
So where is the novel? The answer is Jinjiang, but the problem is that Tencent is still behind Jinjiang.
Do you think this is all?
More than that, Xiao Zhan’s brokerage company is wow, wow, wow, this is an angel round company that Tencent came in.
By the way, you may be familiar with this company, wow, wow, wow, this is what they created together with Tencent.
In short, the web-animation-TV series, traffic star + variety show, Tencent’s new cultural and creative closed loop have all been opened.
His first trial product was Chen Qingling and Xiao Zhan.
Now you understand, why do many people say that Xiao Zhan is pure blood flow? Because this is the first, the flow is produced under the arrangement throughout. Every link of him is not accidental.
There is no contingency. In other words, it can be produced in assembly lines and turn cultural creation into industrial production.
The stars in traditional culture and creativity talk about talent + opportunity, but this efficiency is too low. I have thousands of people in a company, and you have to wait for your inspiration to flash. Then let’s stop playing.
Industrialization means that if you work three shifts in 24 hours, you can go online when you come out. You can get the market when you go online.
I will have ten people in this year’s draft, and all of them will be hot.
Why, because I will give them a lot of shots from the draft, give traffic, and create topics, they will definitely be hot
If it is not hot, there will be ten TV series waiting for them next. These 10 dramas are all adaptations of the original Dahuo original works that I have strongly promoted, and the characters are all tailored to them.
If it is still not hot, then I still have a round of variety shows waiting for them to go on, one after another of information bombing, hot search bombing, why should they not fire?
If it ’s still not hot, adjust your settings and increase your conversion rate. Every link from top to bottom is industrialized and streamlined, mass production of entertainment content, you think A drama is better than B drama, C star is more interesting than D star, you think you chose it yourself.
Actually, ABCD is all mine. This is a very clever strategy, and the efficiency completely surpasses the traditional entertainment small workshop. Once it is formed, the flow star flow drama produced by the industrial assembly line will soon occupy the content market.
Moreover, the new cultural and creative strategy has good returns. Because the traffic star does not need to go through games and other business transformations, he can directly make a profit. And can feed back various business platforms on the flow.
I have used science before, even if you have a very simple mobile game, you need technology, procedures, UI designers, and original paintings. In fact, the team is very large, and all high-tech talents have high salaries. So the development cost of the game is very high.
What about traffic stars ’songs? Three yuan a song, hundreds of fans buy, this will make more money.
This is also the reason why Xiao Zhan ca n’t easily fall down. Not only does he make money, but also involves a model behind it.
This is also the reason for the reading turmoil, because in this model, the most upstream web novels must be obtained, this is the source of IP, and will directly affect the downstream traffic stars.
For many years, there has been a problem that has always troubled traffic stars-what if there is no acting?
Now Tencent has given an extremely imaginative answer: I signed the original author and let the author tailor it to the traffic stars. Whatever acting skills are needed.
The small fresh meat set we chose is this. Please add more dramas around him in the plot below. In addition, according to the marketCheck, it’s easier to get a CP with a CP. You can give him a CP.
What, you said you did n’t have this design in your plot? Sorry, this is not your plot. Write it out.
Now you should understand why reading the text is desperate to use the author’s copyright to engage in the employment system. In addition to copyright, Tencent is under the pressure to go for a free model for this reason.
The opponents of Tomato Novel have headline traffic behind them and play free mode. If I do n’t do it for free, I will lose the IP market. By then the hot IP novels of the whole network will be there.
If you lose the novel market, it ’s too small, and you ca n’t cooperate with the film and television content to complete the new cultural and creative strategy, and seize the content market. Therefore, Tencent would rather abandon its mature payment model for so many years and also engage in a free model.
It ’s free to have more readers, my IP is big, and the future TV dramas are easy to catch up.
Furthermore, Tencent broke the management philosophy of Buddhism for many years, and started the operation of airborne management by the principle of only investing in peripheral ecological companies.
>
If you are more careful, you will find that the helm of the current reading is the author of the new cultural creation, and it is also the current Tencent Pictures Helm.
The world line is all closed here, everything is connected together.
These series of operations are all concrete manifestations of Tencent ’s new cultural and creative strategy.
New cultural creation is another strategic final battle related to the survival of Tencent’s entertainment empire. It is a ticket for the new content era. All business from top to bottom must serve this grand strategy.
However, if we only stop here, we can only say that Tencent will usher in a big battle. Where did the word “backwater” come from?
Call of the Times
Because, when Tencent set a strategy and mobilized resources to seize the new era of content, he made a fatal mistake.
The new contract for reading articles has caused controversy. Xiao Zhan has been continuously searched and named many times. These public opinion storms look no different from the past.
But the problem is that the name Xiao Zhan is not the new media in the traditional media of Observer. It’s some traditional media that everyone hasn’t heard of before, but when you hear the name, it’s not easy to mess with.
For example, “Procuratorate Daily”, “Guangming Daily”, “Liberation Daily”. “Procuratorate”, “Bright” and “Liberation”, there are not many typical fans, but they can really judge your Lord on behalf of the moon.
Why are they entering now?
I think that a single Xiao Zhan is not enough for them to post. The core may lie in the direction of “new cultural creation” exposed by Tencent.
At the beginning of the article, I said that for a super giant such as Tencent, the key is whether it has caught the direction of the era.
In the face of the oncoming video era and content era, Tencent proposed a “new cultural and creative” strategy with the idea of ”centering on IP, industrialized and streamlined content production.”
There is nothing wrong with this idea. It is a good idea for the coming content era.
But they ignore that there is a bigger trend in the era of video and content.
This trend is called, “Rise of Great Powers”, or the one I mentioned before is called “entry into customs”
The output of production capacity, the culture going abroad, the Asian-African and Latin American, and the new world.
Feel the speech of Ma Yun in the last month, “On average once a day, online communication with the frontline of anti-epidemic and overseas doctors” “Completed in 150 countries and regions”
As everyone knows about the new era and the choice of ideas, it is a new infrastructure.
Then the specific operation is AI diagnosis, which supports the world.
Alibaba Cloud’s overseas business expansion.
You see, what is meant by the big picture, is this a big picture?
The best way to grasp the direction of the great era is to accomplish the mission given to you by the era and move towards a new world.
Ali ’s new infrastructure here, not to mention how it ’s done, at least it looks pretty like it now
Then turn around and look at the new cultural and creative side, I wo n’t say if your fast-growing star can rush out of the country.
It’s all tossing into the “alarm alarm of the prosperous world”, brother.
And pay attention to keywords and speakers:
Cultivation of youth values is related to the future of the nation, which is actually quite heavy.
So I think that there should be a problem with Tencent’s new cultural and creative ideas.
He only paid attention to the contention for the domestic content market, but ignored the fact that such an engagement might cause the domestic entertainment industry, which was in its infancy, to completely lose its ability to export. The point is that this practice also ignores the impact on the values of young people.
Let’s stop talking if we start talking further. On the contrary, it is several other domestic entertainment giants. In the face of the trend of this era, I think the answers are good.
This, tells the story of ordinary people’s emotions and sorrows under the great era.
This is a story about young people bravely breaking into the new world.
And this one is great, telling a story of cultural export.
The question is accurate and the answer is great. I do n’t think it ’s too much to give full marks.
Some people say that it ’s simple, buy a share and buy it all. Let’s not talk about whether others sell or not. If the share purchase can really solve all the problems, Yahoo should be alive and well. Investing in shares can strengthen business ties, but in the end you still have to see the real chapter on the battlefield.
On Tencent ’s own side, the outstanding point of new cultural creations has always been the Internet, which is currently the most vigorous and creative cultural commodity in China. It is one of the few domestic positions where culture can be exported. There are even foreigners abroad Start writing web articles with oriental culture.
As a result, now you say that the web-based business does not make money, so I adjusted it. To be honest, the web-text is so good, it is your problem not to think about how to expand overseas markets and make big money in overseas markets. Is n’t it possible to make the Harry Potter Seven Steps?
You said it was not so good in ChinaMy film team, then I have something to say. In 2015, Liu Cixin had communicated with Tencent, and Tencent also gave the title of chief imagination architect.
As a result, you still play games.
Did you say that Liu Cixin told Tencent about wandering the earth? I think there must be. Does Tencent have a chance to enter? There must be, there is a chance in 2017, and Wu Jing also had the opportunity to pay the money.
The time is right and the people are harmonious, with resources and connections, you are still calling for new cultural creation, giving you the opportunity to use it!
In the end, the Kuha team of Kuhaha set up Wu Jing and the war wolf shot the wandering earth.
You see, this pot cannot be dumped.
As a domestic entertainment super giant, one cannot charge for cultural output, and the other cannot boldly open up new markets. I always think of relying on traffic to harvest existing markets to engage in introspection. I think this new cultural creation idea is not far away It must be adjusted.
For the giants, making money is important, but sometimes there are more important things than making money-do n’t live up to the mission given to you by the times.
This is the true meaning of the battle against the water.
The question now is whether Tencent has time to adjust its strategy.
This article comes from the WeChat public account: Shihan (lixingdeqinggan1) , author: Han Lu poetry, title FIG from: IC photo