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　　[car home Industry] When car home proposed to buy an old man’s music, an electric car dealer suddenly became wary and looked at it. "Don’t ask, I don’t have it."

　　This is car home’s third shop in Beijing.

　　In the past, the old man who was parked in rows in front of the store lost track of him. Even in the street, dialing the mobile phone number printed on the old man’s car body will have the same result. Either stop the machine or answer it and say it’s out of stock.

　　The once hot old man’s happy business seems to be disappearing in big cities such as Beijing.

　　According to statistics, China’s old music market has maintained a high growth rate of more than 50% for several consecutive years since 2013. In 2018, the total output of Laotoule exceeded 1 million, and the industrial scale reached 100 billion. Although the data since then have not been disclosed, the industry estimates that this scale will only increase in 2020.

　　The industry with a scale of 100 billion yuan is a piece of fat that many automobile manufacturers covet.

　　From Wuling to Chang ‘an, from Chery to Baojun, these car brands have launched a series of mini electric cars, and the prices have dropped to the range of 30,000-50,000 yuan, enjoying the same market with the old man and staged a real knife and gun competition.

　　The slogan of "building a car for the people" is constantly shouting, and the title of "old man killer" has been placed on one mini-electric car after another. Today, one year after (|) went public, the old man who was surrounded by "killers" is ok now?

Can Hongguang MINIEV kill the old man Le?

　　Uncle Wang is 68 years old. Although he doesn’t have a driver’s license, he still owns a car.

　　A few years ago, he bought a four-wheeled old man’s music, which cost more than 20 thousand yuan at that time. Usually, he will drive the old man’s music to send his grandson to and from school every day, and it will take two or three years.

　　"The battery of this car is not very good." Uncle Wang said, "But there is no problem. Deal with it."

　　Since last year, Uncle Wang has seen many "electric cars" appearing in the streets, which are colorful and can be put on green cards. These electric cars that can get green cards in Uncle Wang’s mouth are Hongguang MINIEV.

　　Since its birth in 2020, Hongguang MINIEV has been named as "the killer of old man music", with a price of 28,800 yuan, which just entered the price range of old man music. At the same time, this car can also have a license plate and drive freely in the urban area. Because it is a new energy car, it is not restricted by the restriction policy, and its smaller size is relatively easy to park in the city.

　　This unique advantage has made the sales of Hongguang MINIEV rise all the way, and soon it will become everywhere. In December 2020, Wuling officially announced that the sales volume of Hongguang MINIEV reached 33,094 units in November, beating Tesla for three consecutive months and winning the domestic new energy retail list. As of June 2021, Hongguang MINIEV has sold more than 150,000 vehicles in China.

"WulingHongguang MINIEV』 "

　　Hongguang MINIEV is a great success, and its consumer groups are also obvious-young people in big cities.

　　According to the data of SAIC-GM-Wuling, 30% of the users who buy Hongguang MINIEV are 20-30 years old, 47% are 30-40 years old, and only 5% are over 60 years old.

　　Judging from the sales place of Hongguang MINIEV, the main users who buy this car are not from low-tier cities and rural towns, but second-and third-tier cities and even first-tier cities. The data shows that first-and second-tier cities account for 8.4% and 14.9% respectively, and Shanghai ranks second among the top 10 cities in sales volume.

　　Although it is frequently named as "the killer of old man’s music", it turns out that Hongguang MINIEV and old man’s music are not mutually substitutive, and they are fundamentally different.

　　An industry expert described it this way, "The essence of Laodule is the upgrade of two-wheeled battery cars, while the essence of Hongguang MINIEV is the downgrade of new energy vehicles. Although they are at the same price, they are different in essence."

　　Facts support this view.

　　"After Hongguang MINIEV went public, our car sold as well." He said, "There are many people who come to see the car. Most of them don’t have a driver’s license, but they can still drive, but they don’t want to get a driver’s license when they are old."

　　This is consistent with Uncle Wang’s observation. By uncle Wang’s side, most of the "riders" who drive the old man’s music with him don’t have a driver’s license and don’t understand traffic laws. For example, Aunt Liu’s previous car was an electric tricycle, which was replaced by an old man who could shelter from the wind and rain, which was enough to be called a consumption upgrade.

　　Uncle Wang has forgotten exactly when he bought this car. It’s like when the old man suddenly leans out of the edge and quickly occupies the vast road.

"I won’t make any money."

　　As a product of an era, Laodule grew up on the edge of policy and in a gray area.

　　At present, lead-acid batteries are mostly used in old people’s music. Although this battery has low specific energy and short service life, its voltage is stable and its price is cheap, so it is very suitable for old people’s music. Therefore, when the price of lead-acid batteries decreased and stabilized, the product Lao Toule came into being.

　　Around 2010, Laotoule flourished in Shandong, Henan and other places. Within a few years, it has formed a new industry with more than 100 enterprises, a scale of one million vehicles and an output value of 10 billion yuan.

　　A report of Forward-looking Industry Research Institute shows that with the aging, by 2020, the number of old people’s music in China will expand to more than 10 million, and the market scale will reach 100 billion.

　　Prior to this, there was no policy that clearly defined it, classified it as a passenger car or classified it as an ordinary two-wheeled battery car. The National Development and Reform Commission, the Ministry of Industry and Information Technology and other competent departments have not explicitly prohibited the development of low-speed electric vehicles, but because low-speed electric vehicles cannot enter the Announcement of Vehicle Manufacturers and Products, they cannot obtain SAIC license plates.

　　The reason why the old man is happy to explode is that it has the appearance of an ordinary car, but it is outside the policy. This gives some people who are inconvenient to get a driver’s license but have travel needs a chance to get on the road.

　　And such a group has also brought two sides to the old man’s music. On the one hand, it is convenient for people to travel, on the other hand, because of the unconstrained road, Laodule also brings many hidden dangers to road safety.

　　It is imperative to rectify the old man’s music. In recent years, the Ministry of Industry and Information Technology and other competent departments have never stopped trying to manage the old people.

　　In 2018, the Ministry of Industry and Information Technology, the National Development and Reform Commission, the Ministry of Science and Technology, the Ministry of Public Security, the Ministry of Communications and the General Administration of Market Supervision jointly issued a document, requiring provincial governments to "formulate a transformation and adjustment plan for the reduction and elimination of low-speed electric vehicle production capacity in the region, and clean up substandard production enterprises. It is strictly forbidden to produce and sell unlicensed low-speed electric vehicles."

　　At the same time, this document also puts forward that "it is strictly forbidden to increase the production capacity of low-speed electric vehicles", which also restricts the government from issuing relevant policies to encourage the development of low-speed electric vehicles. As soon as this document comes out, it is equivalent to pressing the pause button for the barbaric growth of the old man’s music, and everything is only waiting for the introduction of relevant national laws and regulations.

　　People in this industry can feel the changes brought by this policy most.

　　In a humble bungalow in a village in Shunyi, Beijing, Chen Nan, the owner, has been "changing careers" for nearly a year. If it weren’t for the introduction of an acquaintance, the average buyer wouldn’t have found him at all.

　　"The supervision is really strict."

　　At this time last year, the store in Chen Nan was still mainly selling old people’s music, and the sales volume could reach as many as four or five units a day. But when the policy tightened, Chen Nan heard the wind outside and quickly cleared the last batch of goods for sale. From then on, he never asked the old man to be happy, but instead sold three-wheeled motorcycles and two-wheeled battery cars that could be licensed.

『Chen Nan turned to sell.Tricycle "

　　If an acquaintance wants to buy an old man’s music from him, he will not sell it directly. He will just contact the manufacturer and let the manufacturer deliver it directly to the place designated by the buyer, and he will earn an intermediary fee in the middle.

　　"Buying a car and selling a car don’t go from me. It’s a transaction between the buyer and the manufacturer. If the problem is found, it doesn’t matter to me." Chen Nan explained this.

　　What makes Chen Nan so jittery is the "Old Man Music Renovation Action" that started in December last year. In order to maintain traffic safety and standardize the road environment, Beijing traffic police openly solicit two kinds of clues from the public, one is the clues about shops that illegally sell, refit and repair tricycles, and the other is the clues about assembling and storing rented houses and warehouses that illegally store tricycles.

　　If the investigation is true, the public security organ will give a maximum reward of 10 thousand yuan according to the size of the clue. For those who provide outstanding clues, the reward amount will be increased as appropriate.

　　Under the supervision, almost all illegal sales outlets of Laodule started to change careers like Chen Nan, no matter how much a car can earn. And those businesses that are still addicted to the rich profits of the old man’s music will choose to take risks and sell illegally.

　　Of course, those people have also suffered the punishment due to the law.

　　"There is a store in Emma that secretly sells old people’s music. More than 70 unqualified cars have been investigated, and the owner has been punished for tax evasion." Chen Nan said.

　　"This kind of money can’t be earned, and it may be our consensus that we will lose all our net worth."

"90% of old people’s music will die."

　　Half a year after the centralized rectification of the old man’s music in Beijing, a paper from the Ministry of Industry and Information Technology once again shook the industry.

　　In June 2021, the Ministry of Industry and Information Technology issued a draft for comments. The opinion draft shows that low-speed electric vehicles will be included in a sub-category of pure electric passenger cars, that is to say, the existing motor vehicle management system can supervise the old man. At the same time, the opinion draft also gives specific indicators on quality, power and size.

　　This means that Laotoule will be transformed into a regular army and will soon be included in motor vehicle management, requiring drivers to have driver’s licenses and licenses.

　　The release of the draft for comments means certain opportunities for the old people’s music industry.

　　The positive effect of the new regulations is obvious, which will force the industrial upgrading from the production end, so that production enterprises need to have certain R&D and production capacity, vehicles must be licensed, and drivers must also hold driver’s licenses, which will fundamentally effectively control the chaos in the low-speed electric vehicle industry, help reduce safety hazards and improve urban traffic management.

　　And those shoddy workshop-style production enterprises will be accelerated to retreat and let the whole industry return to a virtuous circle. Some production enterprises seeking "progress" have also opened up the upward channel, and since then there has been a competitive environment on a par with car companies.

　　On the other hand, for the whole industry, the challenge brought by the exposure draft is particularly prominent. Chen Quanshi, director of Tsinghua University Automobile Research Institute, gave his own opinion-"More than 90% of low-speed electric vehicle enterprises will be eliminated."

　　"The first is qualification, which is a hurdle for these low-speed electric vehicle companies." Chen Quanshi said. Some companies can acquire qualifications by acquiring traditional car companies, such as Reading and Yujie. However, among the nearly 100 old man music production enterprises in China, only these two have obtained the qualification for passenger car production.

　　At the same time, Chen Quanshi also said, "From the technical level, these old people’s music enterprises rarely meet the requirements."

　　When the country forces the regulation of the old people’s music market, these old people’s music needs to have the ability of after-sales support and a series of compulsory safety measures. This has certain requirements for cost and technology. On the other hand, traditional car companies have lowered the product price to 30,000 yuan. "If these old people want to compete face to face with them, the chances of winning are very small."

　　As soon as the policy comes out, many old music manufacturers can only choose to upgrade or quit. Upgrading means more investment and unknown results, while quitting this market requires transformation, but there is no successful precedent for where to turn and where to go. Whether it is Zhidou or Reading, the road to transformation is not satisfactory.

　　The whole industry is waiting for the boots of the Ministry of Industry and Information Technology to land.

　　Throughout the long history of China’s automobile development, Old Man Music may be just a special product in a short moment. With the improvement of public transportation and laws and regulations, this thing will eventually withdraw from the market and continue to exist in a more compliant and safer way.

　　Today, in the streets and lanes of Beijing, there are no shops selling old people’s music, and more are motorcycles and tricycles that are more in line with national standards.

　　The trend of urban traffic becoming more and more safe is unstoppable. Just as a practitioner of a low-speed electric vehicle enterprise said, "The old man’s music will not exist forever, but will only exist in places with imperfect traffic laws or road facilities to fill the travel map. When the supporting facilities are perfect, the old man’s music will definitely disappear."

　　"If one day the old man’s music really dies, it means that our automobile industry in China has made progress." (Text/car home Cheng Gong)

Editor’s Note: This article comes from WeChat WeChat official account Pineapple Finance (ID: kaiboluocaijing), author: Wu Jiaoying, editor: Jin Kun, reproduced by Entrepreneurial State with authorization.

The rushing honey snow ice city is finally going to be listed.

On the evening of September 22nd, Mixue Ice City Co., Ltd. (hereinafter referred to as "Mixue Ice City") pre-disclosed the A-share prospectus, and planned to list on the main board of Shenzhen Stock Exchange.

This prospectus of yet we called and urged a thousand times before she started toward us unveiled the layers of the tea "myth" which was founded in 1997 and moved from Henan to the whole country.

In the past, as we all know, the three axes of Mi Xue Ice City are: low price, sinking and joining. But how many stores it has opened, whether it makes money or not, and how to make money are all long-term concerns inside and outside the industry. Now, the answer is as follows:

• There are three brands under its banner: the fresh tea brand "Mi Xue Bing Cheng", the fresh ground coffee brand "Lucky Coffee" and the fresh ice cream brand "Jilatu".

• "Mi Xue Bing Cheng" is the brand of ready-made tea with the largest number of stores in China. As of the first quarter of this year, there were 21,619 stores, of which 21,582 were franchisees.

• Making money depends not on selling milk tea, but on selling ingredients, packaging materials and equipment to franchisees and charging franchise fees. Stores sell a total of 20 billion yuan a year, and the annual revenue "falling" to the account is 10.3 billion.

• The gross profit margin is low but the net interest rate is high, with a net profit of 1.9 billion a year.

• Lucky Coffee copied the style of Mi Xue Bing Cheng, lowered the price, sank and joined, and opened 636 stores in more than two years.

• To be a global ready-made beverage brand, we quietly went out to sea to Southeast Asia and opened 566 stores in Indonesia and Vietnam.

But obviously, there are still more problems to be solved around the honey snow ice city:

• 20,000 stores, touch the ceiling?

• What is the mode of making money by franchisees?

• Lucky coffee, can you copy the myth of honey snow and ice city?

• Can you find a second growth curve when you go out to sea?

As the existing tea brand with the largest number of stores in China, there are more stores in Mixue Ice City than the second and third largest stores in the industry-ancient tea, book burning grass and tea hundred roads combined.

By the end of March, 2022, the whole Mixue Ice City Company had 22,276 stores, including 21,619 stores of the existing tea chain brand "Mixue Ice City", with 21,582 franchisees and only 37 direct stores.

Financial mapping of pineapple opening

Two years after the epidemic, Mi Xue Bing Cheng stores ran wildly.

Look at the situation of the main brand first. In 2020, "Mi Xue Bing Cheng" added 5,757 franchise stores and 3 direct stores, more than twice that of the previous year. By the end of the year, its stores exceeded the scale of 10,000 stores, reaching 12,966.

Joining in 2021 is even crazier, with 7,058 new franchisees, which is close to the total number of stores in 2019, but the number of direct stores has decreased by one. By the end of the year, the number of stores exceeded 20,000, reaching 20,023.

In the first quarter of 2022, the expansion rate of stores slowed down, with 1,596 new franchisees, while the direct stores remained unchanged.

The rapid expansion of Honey Snow Ice City is largely due to the parity of brand positioning. The price of products is mostly between 6-8 yuan, which is far lower than other tea brands, which increases the purchase frequency and is also conducive to quickly seizing the sinking market with lower consumption level.

Gao Jianfeng, the founding partner of Shanghai Bogai Consulting, believes that for Honey Snow Ice City, which focuses on sinking the market and adopts the franchise model, 20,000 stores have not yet reached the scale ceiling. "The low price means a wide audience; A large number of stores are opened in non-central cities and non-central lots, and there is still a lot of space to cover, and the upper limit is relatively high; Moreover, the proportion of direct sales is very low, and there is a lot of room for expansion under the mature franchise model. "

Lin Yue, chief consultant of Lingyan Management Consulting, also believes that there is still room for expansion in the third, fourth and fifth tier cities and even counties and towns, and this has always been its "main battlefield".

More than 20,000 stores have created considerable revenue for Mixue Ice City.

In the three years from 2019 to 2021, the revenue of Mixue Ice City Company soared by 303%, from 2.57 billion to 10.35 billion.Among them, the revenue in 2020 increased by 82% year-on-year to 4.68 billion.

However, unlike other direct tea brands, the income of Mi Xue Bing Cheng does not directly come from product retail.

From the perspective of revenue composition,There are three main sources of income for Honey Snow Ice City. One is to sell franchisees the ingredients, packaging materials, equipment and facilities and operating materials needed to make products. The second is to collect management fees from franchisees; The third is the retail income of products from direct-operated stores.However, this part only accounts for less than 1% of the total revenue.

Source/Prospectus of Revenue Composition of Mixue Ice City

That is to say,99% of the money earned by Mi Xue Ice City is the money of franchisees.

In 2021, the revenue of Honey Snow Ice City was 10.35 billion, of which 7.23 billion were sold to franchisees, accounting for 70%. Selling packaging materials to franchisees, 1.78 billion, accounting for 17%; Selling equipment and operating materials, there are 1.05 billion, accounting for about 10%; The franchise management fee is nearly 200 million, accounting for about 2%.

The sales of brand terminals are more than that.

According to the prospectus,The terminal sales of the company’s "Mi Xue Bing Cheng" brand stores in 2021 is about 20 billion yuan.. In comparison, Naixue’s tea, whose revenue mainly depends on product retail, earned 4.3 billion yuan in 2021, almost one-fifth of that of Honey Snow Ice City.

Although there are over 20,000 stores and retail sales are as high as 20 billion, the market share of Honey Snow Ice City is not as high as expected. According to the prospectus,Its sales in 2021 accounted for about 7.15% of the market size of the existing tea industry; The number of stores accounts for about 5.13% of the total number of existing tea shops.

Tea itself is a relatively low concentration industry. In 2020, the market share of Naixue’s tea, the "first stock of new tea", was only 3.9%.

"The industry is still developing rapidly, and there is still a lot of room for growth in brand potential." Gao Jianfeng said, but for Mixue Ice City, it is necessary to provide support and services to franchisees, ensure the quality of ingredients and product innovation, and control the cost and price of raw materials in order to remain attractive to franchisees.

Under the current revenue structure, it is actually difficult to discuss Mi Xue Ice City with the tea brands in the direct mode on a track. “It is more like a brand of beverage and food supply chain in the name of tea brand.. "

"You can compare it to Sanquan and Missing in quick-frozen food, Mengniu and Yili in ice cream, or Yanjin Shop and Laiyifen in snacks. In essence, stores are sales outlets. What Mi Xue Ice City needs to do is to manage the brand well, the products are innovative and the quality is guaranteed. " Gao Jianfeng analyzed, therefore, the prospectus will inevitably emphasize the franchise management ability, supply chain ability and commodity distribution ability.

This non-heavy asset operation mode, which is different from other direct brands, has directly refreshed the financial performance of Honey Snow Ice City.

Because the revenue mainly depends on selling ingredients, packaging materials and equipment, the gross profit margin of Honey Snow Ice City is not high, only about 30%, far below the industry average of more than 60%.

However,Because 99% of the stores are franchise stores, the brand does not have to bear the store rent and employee salary, which directly saves a lot of cost.. In terms of employee salary, the employees of Mixue Ice City are mainly production personnel and sales personnel. In 2021, the employee salary is only 150 million, while the employee cost of Naixue tea is as high as 1.4 billion a year under the store direct mode.

Moreover, unlike some new consumer brands,Mixue Ice City affects consumers by store coverage, and does not need to spend too much money on marketing and advertising.Even in 2021, when "You love me, I love you, honey snow and ice city are sweet" resounded all over the Internet, its advertising expenses and brand building expenses added up to only 43 million.

In this way, the honey snow ice city, which spends half a penny, has a net interest rate of 18% on the premise of a gross profit margin of only 30%.From 2019 to 2021, Mixue Ice City achieved net profits of 440 million, 630 million and 1.91 billion respectively, and made a net profit of 390 million in the first quarter of 2022.

Financial mapping of pineapple opening

When the brand is full, can the franchisee drink soup with it?

Many franchisees of Honey Snow Ice City have revealed to Kaipineapple Finance that the purchase of materials accounts for about 50% of the store’s turnover, the rent and employee’s salary are close to 20%, and the profit is 15-20% excluding other expenses.

Franchisees buy raw materials from the brand, but because the product price is low, the ratio of cost to revenue becomes higher. However, affected by the epidemic, the profits of franchisees who bear the rent and labor costs are affected.

Gao Jianfeng pointed out that under this business model,Part of the risk of Honey Snow Ice City was passed on to franchisees."Of course, if you can make money, franchisees are willing to take risks, and ensuring the interests of franchisees is the key. However, it is difficult to generalize whether you can make money."

According to the prospectus, after the number of Mi Xue Bing Cheng stores exceeded 10,000, the reshuffle continued. In 2020, there were 331 closed franchise stores, and in 2021, 585 were closed. In Gao Jianfeng’s view, the renewal rate of franchise stores in Mi Xue Bing Cheng is relatively fast. "There are too many stores, and some of them may not really make money."

Lin Yue believes that Mi Xue Ice City is highly dependent on the franchisee model, which is difficult to manage, and it also tests the rationality, synergy and overall strategy of the store layout.

In the past two years, the involution of tea is serious, and many brands have opened up the second battlefield, marching into coffee, ice cream, bottled drinks, etc., and Honey Snow Ice City is no exception.

Its brand "Lucky Coffee", a freshly ground coffee chain, almost completely copied the style of Mi Xue Bing Cheng: low price, sinking and joining.

According to the prospectus, the average product price of Lucky Coffee is 8 yuan. This is almost the lowest price coffee brand on the market, and the store menu shows that its cheapest product, a cup of freshly ground American coffee, is only 5 yuan.

By the end of March this year, there were 636 lucky coffee shops.Among them, 629 are franchise stores, most of which were opened in 2020 and 2021. Last year, the expansion was the fastest, with 323 new stores opened a year. Except for universities in new first-tier and second-tier cities, most of these stores are located in third-tier and below cities.

The prospectus did not disclose the revenue of lucky coffee. Kaipineapple Finance learned at the beginning of this year that most lucky coffee shops have a single-day revenue of around 2,000 yuan, 70% of which is profitable, but the return period is about one and a half years.

Zhang Hongfu, general manager of Honey Snow Ice City, once said, "Lucky Coffee should be cheap coffee in county towns and even small towns, and a coffee version of Honey Snow Ice City will be reproduced within five years". At present, since most stores are newly opened in the second half of 2021, the future expansion prospects have yet to be verified.

Narrow-door dining eyes show that there are currently 1,143 stores of Lucky Cafe, compared with 463 at the end of last year, an increase of 680 in three quarters.

High addiction, high repurchase and high gross profit have made coffee a red sea after tea in the past two years. However, in the third-tier and below cities in China, the brand of freshly ground coffee is vacant, the penetration rate is low, and there is demand for services. The sinking of coffee is considered as a major trend in the industry.

However, Lin Yue believes that "it is difficult to copy the model of tea drinking to operate if cheap coffee is to gain a foothold in the county". He believes that "this has something to do with product characteristics. Coffee and ice cream pay more attention to consumption scenes and atmosphere, and products should also be differentiated and have their own style." Fair-priced coffee has a market in third-,fourth-and fifth-tier cities, but it has not shown the potential to grow in a second curve at present.

Gao Jianfeng analyzed that, first of all, the coffee and tea markets are different. Young people are the main drinkers of milk tea, and the possible consumption power and consumption potential of drinking coffee are higher. It is difficult to incite consumers’ trust with low prices.

Moreover, the concentration of coffee industry is higher than that of milk tea, and the sinking consumer group is not as huge as expected. Before the expansion model is implemented, it takes time for market education.

In contrast, Gao Jianfeng thinks that tea going out to sea may be more attractive to the capital market.

According to the prospectus,By the end of March this year, Mixue Ice City had opened 317 stores in Indonesia and 249 stores in Vietnam.

"Honey Snow Ice City is in Southeast Asia, and the main market is also the Chinese market. Moreover, Southeast Asian countries have their own cold drink consumption habits, and China tea has the opportunity to complete local brand substitution." In his view, in the Southeast Asian market, China tea brands such as Mi Xue Bing Cheng still have more room for growth.

In the eyes of many analysts, coffee going to the countryside and tea going out to sea are the expansion of the battlefield, but on the main runway, Honey Snow Ice City needs new stories.

Lin Yue believes that the huge joining in the empire has created the myth of a snow-covered ice city, but with the rising operating costs, the bottleneck may become more and more obvious. Nowadays, the first-line head brands in the track are also extending downward, including the layout of sinking channels and product categories. Coupled with the new cross-border players, market competition continues to intensify.

In his view, listing can alleviate these problems to a certain extent, but with capital investment, more investment should be made in product research and development, sub-brand cultivation and channel layout upgrading.

This article is published by Entrepreneurial State authorized by the columnist, and the copyright belongs to the original author. The article is the author’s personal opinion and does not represent the position of the entrepreneurial state. Please contact the original author for reprinting. If you have any questions, please contact editor@cyzone.cn.

　　There is a seminar room in the Philosophy Department of Jena University in Germany, where many thinkers and philosophers have given lectures. Fichte, a burly figure, knocked on the blackboard again and again: "Kant’s thing itself is redundant." Schelling shouted that his classmates would go to the yard with him to feel the beauty of nature. "Let’s go, don’t let spring wait." Hegel did not understand the kindness of his college roommate Schelling, and said coldly, "All cows in the night are black."

　　Young friends, from the words of these philosophers, you must have come to a conclusion: philosophy is really incomprehensible. Therefore, not to mention those students who have obtained the doctorate of philosophy, in the eyes of ordinary people, they are more like a group of "heterogeneous".

　　On April 15, 1841, a doctoral thesis defense meeting was held in this seminar room, but the defense scene was surprisingly quiet becauseThe protagonist of the defense didn’t appear. After reading the paper, the experts of the judges unanimously decided that this is an excellent doctoral thesis. Although I didn’t come, the situation was special, but I should still be awarded a doctorate.

　　thisThe "aliens" who didn’t attend the defense are our protagonists — — Marx.

　　So, how did Marx write his doctoral thesis? What did he write in his doctoral thesis? Why did you get a doctorate from Jena University? Don’t worry, let’s come together.

　　In 1836, Marx transferred to Berlin University to study philosophy. He was upgraded to a diligent "scholar". Every day, besides reading books, he also listened to doctors and young teachers arguing and chatting. These young people were loyal followers of Hegel’s philosophy and formed an academic group called "young hegelians". Among these people, one has the closest relationship with Marx. He not only helped Marx with his studies, but also helped Marx plan his future career. He was the mentor during Marx’s university — — Bruno Powell, a theological lecturer at the University of Berlin, played an important role in Marx’s life development and planning in the next few years. For example, it was with Powell’s encouragement that Marx decided to write his doctoral thesis, followed Powell’s suggestion, and finally sent it to Jena, where he obtained his doctorate.

　　It is only a short period of five years from Marx to the University of Berlin to study philosophy and then to his doctorate. But this period is extremely important for his academic development, ideological development and life development. This importance is embodied in the choice of the following three important things. Next, I will introduce three important things about him to you.

　　The first thing is to change majors.

　　Dear students, how did you choose your major in the college entrance examination? Are you satisfied with your major?

　　Like many of our classmates now, Marx faced the problem of dissatisfaction with his major in his youth. He initially followed his father’s advice and chose a popular law major, but soon found his real interest and transferred to a less popular philosophy major. Interest is the best teacher and the driving force to get rid of secular vision.

　　When Marx studied law at Bonn University according to his father’s wishes, his interest was not strong, and he even smoked, drank and played truant with other young people. Later, his father wrote to severely criticize him and warned him that if he neglected his studies, he would cut off his financial resources. Therefore, Marx chose to transfer to another school and major, and devoted himself to academic research with great enthusiasm.

　　horseAlthough Marx’s choice of philosophy is related to his interest, the more fundamental reason lies in the mission undertaken by philosophy.In Greek philosophy, philosophy is knowledge that loves wisdom, and philosophy is concerned with the origin of the world. Where did our world come from, and where did we humans come from? In modern times, philosophers have a deeper understanding of philosophy. Hegel said that philosophy is an era that is grasped in thought. Later, Marx said this sentence as "philosophy is the essence of the spirit of the times." These two expressions have a common element, that is, philosophy is closely related to the times, and philosophy is the most profound understanding of the times. Marx’s choice of philosophy is basically to deeply understand his era, its characteristics and its mission. Only philosophy can undertake this mission.

　　The second thing is that Marx wrote a paper.

　　Writing a thesis is a big test for many college students. The basic requirement of a qualified academic paper is to express your views on a certain issue and demonstrate your views, not only to ensure that your views are not backward or outdated, but also to be persuasive and supported by documents. For many liberal arts students, it is not difficult to look up documents and write opinions. What is difficult is to "gather words". Especially for doctoral dissertations, the number of words in an excellent doctoral dissertation in liberal arts is generally about 150,000-200,000 words, but for most people who don’t study for a doctoral degree, it is very likely that they will not be able to write so many words in their lifetime. What’s more, a Ph.D. thesis itself requires a standardized deduction and demonstration with philosophical concepts, which is simply difficult to go to the sky.

　　Since Marx chose his favorite philosophy major, he should show his superior strength in philosophy. The most direct way is to choose a most difficult topic in the already difficult philosophy field. This paper is best to be the most difficult of all papers, that is, the doctoral thesis, in one step.

　　At this time, Marx’s mentor Powell went to Bonn University to teach. He hoped that Marx would finish his doctoral thesis and get a doctorate as soon as possible, so that he could strive for a teacher position in Bonn University and work as a colleague together. So in the second half of 1840, Marx began to write his doctoral thesis. His doctoral thesis was titled "On the Difference between democritus’s Natural Philosophy and Ebinur’s Natural Philosophy".

　　Democritus, Epicurus and Natural Philosophy. What do these three words mean?

　　The first two words are the names of two ancient Greek philosophers. Natural philosophy is a research field in ancient Greek philosophy, which mainly discusses the origin and composition of the world. Interestingly, the two ancient Greek philosophers have discussed a common problem, that is, matter is composed of tiny and indivisible atoms, and matter moves and changes because of the movement of atoms themselves. So, what exactly is the movement of atoms? Democritus thought that the motion of the atom was a straight line motion along the established orbit, but Epicurus thought that the motion of the atom was a deflection motion containing contingency, which would leave the established orbit and realize its real intention — — Freedom.

　　Marx chose this topic because it is difficult to write and because it is related to Marx’s position. It can be said that Marx clearly put forward the position of freedom through this doctoral thesis.

　　Marx believes that the movement of atoms deviating from the orbit is tantamount to a "revolution" for the original established orbit. Marx devoted his whole life to the cause of revolution, which was the fate of the capitalist system in the name of liberalism and against the reality of human freedom, and he believed that real freedom is the all-round development of human beings, which can only be truly realized in a communist society.

　　The third thing is to change the school defense.

　　At the beginning of 1841, Marx’s doctoral thesis was finally finished. According to the doctoral degree training procedure, he still needed to defend his thesis before he could really get a doctorate in philosophy. However, no matter how well the paper is written, it must be appreciated, otherwise it will be difficult to pass the expert review and defense. At this time, Marx realized that for the increasingly conservative University of Berlin, it was difficult to conquer the authoritative experts with the viewpoint of freedom in his thesis, and he could only find a university that could recognize his academic views to defend. So, at Powell’s suggestion, Marx chose Jena University.

　　What kind of school is Jena University? Located in Thuringia in eastern Germany, it is a prestigious university in Germany. At present, its majors such as philosophy, optics and German education are still in the leading position in the world. In the 18th and 19th centuries, the University of Jena was the center of modern European ideological movement. It was also an important town of legal research at that time. The father of the philosopher Feuerbach, the old Feuerbach, was a criminologist in Jena. Before Marx chose to defend at Jena University, Fichte, Schelling and Hegel, important representatives of German classical philosophy, all taught in Jena successively. It can be said that this place is full of bright stars and liberal and enlightened style of study.

　　Therefore, Marx chose to obtain a doctorate from the University of Jena. Judging from the results, basically as Marx wished, the doctoral thesis was completed at the end of March 1841, and Marx sent it to the Philosophy Department of Jena University on April 6. On April 15, when Marx himself was not present, the thesis was unanimously passed, and the experts in the defense group decided to award Marx a doctorate in philosophy from Jena University. However, after Marx got his doctorate, did he successfully enter the university to teach? We’ll leave this question for you to solve later.

　　-Ben finished-

　　Teacher: Li Yushu

　　Next episode preview:

　　Marx finally found a job. This job is not what Marx wanted as a university teacher, but as an editor of Rheinische Zeitung in Cologne. When I first started editing, I was not happy, but then, Marx also found unexpected joy in his work. By paying attention to and studying the economic and social situation in the Rhine region, we can observe a real German society.

　　See you tomorrow ~

Hello, little friends

The 2022 multi-provincial civil service examination was restarted on July 9.

The sprint time for preparing for the exam is less than one month.

What I shared today is

data analysisFrequently asked questions type identification, formula and quick calculation skills

Knowledge points are memorized by heart,The examination room is like a duck to water

Hurry up and learn with Tu Tu.

I. Amount of base period

I. Calculation of base period:

1. Find the amount of base period

[Identification] Given this year, find the quantity of last year. (Current quantity and growth rate are known)

[formula]

[Quick calculation skills] If 丨 r 丨 ≤5%, divide it into multiplication; If è r 丨 > 5%, truncate and divide directly.

2. Base period difference:

[Identification] Give the numerical value of a certain word this year and the growth rate of this year compared with last year, and ask how much is the difference between these two words last year? That is, to find the difference between the occurrence period and the growth rate.

[formula]

[Quick calculation skills] 1. If the option is two positive and two negative, two sets of the same data: exclude the current difference and compare the sizes; 2. If the option is four values: calculate two base periods separately; if direct division is adopted, three digits are truncated and two digits are calculated.

Second, the base period quantity comparison:

[Quick calculation skills] First look (fractional nature, magnitude), second calculation (truncation and direct division)

Second, the growth amount

I. Calculation of growth:

1. [Identification] Give the values of this year and last year, and ask whether this year’s XX is more (less) than last year’s … yuan (tons, mu …)?

[Formula] Growth amount = current amount-base amount, and decrease amount = base amount-current amount

[Quick calculation skills] The mantissa method and truncation are the same

2. [Identification] Given this year’s numerical value and year-on-year growth rate, ask whether this year’s XX is … yuan (ton) higher/lower than last year’s.

[formula]

[Quick calculation skills] When the growth rate is greater than 0, the growth rate is ≈1/n, and the growth amount = current amount /(n+1) (referred to as the principle of n+1).

When the growth rate is less than 0 and the reduction rate is ≈1/n, the reduction amount = current amount /(n-1) (referred to as the n-1 principle for short).

3. Average annual growth

[Identification] How much does XX-XX increase annually on average (tons, mu …)?

[Formula] Average annual growth =

[Quick calculation skills] Cut off the position and divide it directly

Second, the growth comparison:

1. The current amount and base amount are given.After calculation and comparison, some problems can also be judged by directly observing the column height difference.

2. Given the current volume and growth rate：

[Formula] Big is big (if the current volume is large and the growth rate is large, the growth amount must be large); One big one underestimates the product (the larger the "current quantity ×r", the greater the growth).

Note: If the difference between "1+r" is too large (several times), "current quantity ×r" cannot be used for comparison.

Comparison of change amount: if the current amount is large, the change amount is large; The larger the product of current quantity ×r, the larger the change.

Fractional percentage conversion table

Third, the growth rate

I. General growth rate：

1. Calculation of growth rate

[Identification] A is more than B (increased/expanded/increased) …% (times)

(1) percentage points, rate of addition and subtraction.

② [Formula]

"Quick calculation" Truncated direct division

2. Calculation of reduction rate

[Identification] A is less (decreased) than B..

[formula]

"Quick calculation" Truncated direct division

3. Comparison of growth rates

[Quick calculation skills] Incremental substitution method, multiple substitution method and score comparison method (one look and two calculations)

Second, the special growth rate:

1. Interval growth rate

[Identification] Time interval is one year, and the growth rate is calculated.

[Formula] R = R1+R2+R1× R2

[Quick calculation skills] 1. Both R1 and r2 are less than 10%, ignoring r1×r2；; 2. When calculating r1×r2, use the special fraction method.

2. Mixed growth rate

[Identification] The whole appears to be composed of parts, and the growth rate is sought.

[Formula] The overall growth rate is between some growth rates, and it is biased towards the side with a large base (biased towards the side with a large base period, generally replaced by the current amount).

Common can use some statements of mixed growth rate rule:

Annual = first half+second half = first three quarters+fourth quarter; Import and export = import+export;Real estate = real estate+real estate;Total transportation = freight+passenger;Export value = import value+surplus;Urban and rural = town+country

Fourth, the specific gravity

definitionSpecific gravity refers to the proportion of a certain part or individual in the total, which is generally in the form of percentage.

Question type characteristics: the proportion of a; The proportion of a in b.

formula: Specific gravity = partial quantity/total quantity

Classification of questions:

First, the calculation class

Question 1: What is the proportion of A to B in the current period?

Specific gravity = partial quantity/whole quantity, and the truncation is divided directly.

Total quantity = partial quantity/specific quantity, truncated direct division.

Partial quantity = whole quantity × specific gravity, and special value or scaling is considered in multiplication.

Question 2: what is the proportion of a to b in the past year?

Formula: specific gravity of base period =

Quick calculation skills: calculate half; Split-1 method

Question 3: According to the difference between the two periods, the proportion of A to B this year has changed by … percentage points (%) compared with the previous year?

Formula: Difference of specific gravity between two periods =

Second, the specific gravity comparison:

Score comparison method (one look, two calculations)

V. Average value

average numberIt is a quantity that represents the trend in a set of data, and it refers to the quotient obtained by dividing the sum of all data in a set of data by the number of this set of data.

characteristic: "every", "average" and "company" appear.

formula: Average = Total/Total = Back/Front

Error-prone unit conversion: 1 ton =2000 Jin, 1 hectare =15 mu.

Question 1: Average multiple numbers.

Formula: average = total number/total number

Quick calculation skills: ① observation; ② Median value method.

Question 2: What are the numbers of "every ……", "all ……" and "unit ……" this year?

Formula: current average = total number/total number = back/front =A/B

Quick calculation skill: direct division by truncation

Question 3: What was the number of "every …", "all …" and "unit …" in the past year?

Formula: base period average =

Quick calculation skills: calculate half and split one method

Question 4: The average of XX this year is RMB/person higher (lower) than last year?

Formula: average growth =

Question 5: The average of XX this year is ……% higher (lower) than last year?

Formula: average growth rate =

Six, multiple

Multiply is the relative number compared by two related indicators.A is A/B times that of B.

Question 1: Is A … times that of B this year?

Formula: current multiple =A/B

Quick calculation skill: direct division by truncation

Question 2: Last year, A was … times that of B?

Formula: base period multiple =

Quick calculation skills: calculate half and split one method

VII. Comprehensive analysis

[Skill]

1. Error-prone points (ask √ skip, ask × look first): percentage, deficiency, doubling, and favorable deficit.

2. Simple priority:

(1) first look at the options of formula (two-period proportion, two-period average, growth comparison, mixed growth rate, etc.), direct reading and simple addition and subtraction.

(2) give priority to the material "year" option, and the time point gives priority to the time period.

③ Skip the interval year, the ratio of base period, and those that are complicated in calculation and incomprehensible.

pithy mnemonic formula: ① comparison of two periods (A > B, rising; A < b, down); ② Comparison of base period (lean camel is bigger than horse: the base period with obvious current period is generally bigger); (3) comparison of growth (the bigger the product, the bigger the product); (4) Mixed class (the whole is between the parts, and it is biased towards the party with larger cardinality)

Collect it! Take a look before the exam and get an extra point!

　　deny/refute/spike a rumour

　　People who often make steamed bread must be familiar with baking soda, which is a necessary hair artifact for families.

　　Recently, however, on a short video platform, baking soda has become a "online celebrity". In the video, baking soda goes out of the kitchen and does other jobs: removing rust and scale, cleaning the washing machine, draining the sewer, whitening teeth, and removing stains in the toilet &hellip; &hellip; It can be said that you are proficient in all kinds of martial arts. But is baking soda really so magical?

　　Can remove rust and scale? The components of the two do not react with alkali at all.

　　Baking soda, namely sodium bicarbonate, also known as acid sodium carbonate, is an acid salt with the chemical formula of NaHCO3. When it is mixed with water, it is weakly alkaline. It is a crystalline white solid, but usually it is a fine powder with a slightly salty alkaline taste.

　　For the statement that baking soda can be used to remove scale and urine scale, a professional who asked not to be named told the Science and Technology Daily reporter that the components of scale are calcium carbonate, magnesium carbonate, calcium sulfate, magnesium sulfate, calcium chloride and magnesium chloride; The urine scale on the toilet is some salts, such as carbonate, phosphate, ammonium salt, etc. These components will not react with alkali, and only acid can remove them, so baking soda cannot be used to remove scale and urine scale.

　　Besides not removing scale and urine scale, it is unscientific to say that baking soda and white vinegar can remove rust. The composition of rust is iron oxide, which does not react with alkali, so baking soda can’t remove rust. Although acetic acid can slowly dissolve rust, the concentration of acetic acid in white vinegar is only 3%&mdash; 5%, basically no rust removal effect. Using baking soda and white vinegar to remove rust from scissors will not only blunt scissors, but also accelerate the corrosion of scissors if they are not cleaned cleanly.

　　Then what is the correct rust removal method? Commonly used rust removal methods can be divided into physical methods and chemical methods. The physical method is mainly to remove rust by grinding, such as grinding with sandpaper, grinding wheel, steel wire brush and steel wire ball. The chemical method mainly uses the chemical reaction between acid and rust to achieve the purpose of rust removal. The main components of common rust remover in life are hydrochloric acid and dilute sulfuric acid, which can react with iron oxide. The principle is that the rust remover permeates the surface of steel products along the cracks between the rust layer and the impurity layer, causing dissolution and peeling of the rust layer and the impurity layer, so that the rust layer, impurities and oxide scale fall off the surface of steel products. However, acid is corrosive, so it is necessary to wear protective clothing when removing rust.

　　Can remove blackheads and whiten teeth? Listen to rumors. Be careful not to be beautiful.

　　Blackheads, also known as blackheads, are formed because sebaceous glands secrete too much sebum, which accumulates in the catheter, blocks and hardens, and then oxidizes and blackens in the air.

　　It is rumored that only a small amount of baking soda powder needs to be dissolved in water at a ratio of about 1: 10, and then wet it on the nose with a cotton pad or cotton ball. After 10 minutes, blackheads will all emerge.

　　In this regard, the online explanation is: "Baking soda is weakly alkaline after being dissolved in water. Under alkaline conditions, the main component oil of blackheads will undergo saponification reaction, and glycerol and fatty acid salts will be generated. Both glycerol and fatty acid salts have good water solubility, so the effect of blackheads can be achieved. " However, according to the report of Shell Network, this saponification reaction is relatively slow, and its speed has a great relationship with alkaline strength and reaction temperature. If it is at room temperature, under the weak alkaline conditions such as baking soda, if not completely unable to react, the reaction will wait until the end of time, and it will definitely not happen after "applying for more than ten minutes".

　　In this regard, Zhou Ping, the chief physician of the Department of Dermatology and Sexology, Beijing Shijitan Hospital affiliated to Capital Medical University, also clearly told reporters: "Treating blackheads with baking soda is a rumor and unscientific!" Baking soda can cause great irritation to the skin and cannot be used to remove blackheads. Zhou Ping told reporters that in medicine, baking soda is mainly used to treat acidosis, and it is intravenous injection. "No matter at home or abroad, there is no practice of external use of baking soda in clinic."

　　In addition to blackheads, yellow teeth also annoy beauty lovers. The net baking soda has the effect of whitening teeth, which experts say is also unscientific.

　　Tooth yellow is divided into endogenous and exogenous. Exogenous yellow teeth are caused by the habit of smoking, drinking tea and coffee, or eating foods with heavy soy sauce, dark color and easy staining for a long time, and teeth will accumulate some pigments in this process. Endogenous tooth yellow is caused by an element, which occurs in tooth tissue.

　　"For endogenous tooth yellow, it is useless to do tooth washing and sandblasting. Ultrasonic tooth cleaning can’t solve it, and baking soda can’t solve it. Exogenous tooth yellow is caused by living habits. Baking soda can’t react with the deposited pigment, but it can only play a friction role and can’t solve the problem of tooth yellow. " Wei Hui, a dentist at Xiamen Siming Zall Dental Clinic, told reporters.

　　Xu Jingling, deputy chief physician of the Department of Stomatology, Peking University Third Hospital, said: "For exogenous tooth yellow, conventional tooth washing and polishing can remove it and restore the white state of teeth. If the tooth itself is yellow, it can’t be cleaned. You can make tooth whitening and permanent porcelain veneer to improve the yellow state of the tooth. "

　　Although some studies show that toothpaste containing sodium bicarbonate has better whitening and plaque removal effects than toothpaste without sodium bicarbonate. But this does not mean that you can brush your teeth directly with baking soda. Experts say that baking soda itself is an alkaline substance. If baking soda is used for a long time to brush teeth, it will destroy the bad environment in the teeth and corrode the teeth themselves.

　　What can I do? Widely used in food and medicine industries.

　　Although baking soda can’t do all the work mentioned above, it does have many uses, mainly as food additives and antacids, and is widely used in food and pharmaceutical industries.

　　The most common use of baking soda is the kitchen &mdash; &mdash; Used as leavening agent for baking. When it reacts with acid, carbon dioxide will be released, causing the batter to swell. Can make pancakes, cakes, fast bread, soda bread and fried food. However, in the absence of acid, the thermal decomposition of sodium bicarbonate will produce sodium carbonate, and its strong alkalinity will make baked products bitter, soapy and yellow.

　　According to Xue Zhiyong, a researcher at Zhejiang Academy of Agricultural Sciences, in recent years, baking soda has been used as a feed additive (buffer) for livestock and poultry abroad. As a feed additive for ruminants, baking soda can play a buffering role in the rumen, neutralize the acidity of silage and organic acids produced by microbial fermentation in the stomach, keep the environment in the rumen neutral, provide a good growth environment for microorganisms, and facilitate the digestion of cellulose and other sugars. The experiment showed that the milk production peak of dairy cows fed with baking soda came early and kept high yield throughout the lactation period.

　　When sodium bicarbonate is heated, it will release carbon dioxide, so it can be used to put out fires, but it is not suitable for putting out open flames in oil pans, because its sudden release of gas may cause grease splashing. Baking soda can also be used to neutralize unwanted acid solutions or acid leaks in chemical laboratories.

　　Medically, sodium bicarbonate mixed with water can be used as an antacid to treat acid dyspepsia and heartburn; Can relieve or reduce the symptoms of gastric irritation caused by oral aspirin; It can also be blended with appropriate amount of water, and baking soda can be made into paste and applied locally to the skin to alleviate some insect bites and accompanying swelling.

　　In addition, according to the published literature, sodium bicarbonate also has weak disinfection performance, which is an effective method to control the growth of fungi, and has been registered as a biological pesticide by the US Environmental Protection Agency, and can be applied to spa pools and garden ponds to improve its total alkalinity.