Entering the late autumn season, the weather is getting colder and colder, the temperature difference between morning and evening is large, and respiratory infectious diseases and some intestinal infectious diseases are frequent. Anhui CDC warmly reminds residents to focus on the prevention of influenza, mycoplasma pneumoniae infection, novel coronavirus infection, chickenpox, norovirus infectious diarrhea, hand, foot and mouth disease and other infectious diseases.

flu

Influenza, referred to as "flu" for short, is an acute respiratory infectious disease caused by influenza virus infection, which is mainly spread by droplets and contact, and has the characteristics of strong infectivity and fast spread. The main symptoms after infection are fever, headache, muscle and joint pain, sore throat, cough and expectoration.

01- Influenza Vaccination

Vaccination against influenza is the most effective means to prevent influenza. It can significantly reduce the risk of influenza and serious complications of vaccinators.

02- Maintain good hygiene habits

Wash your hands frequently, use soap or hand sanitizer, and wash your hands with flowing water for at least 20 seconds; When sneezing or coughing, cover your nose and mouth lightly with a handkerchief or paper towel to avoid direct contact with your hands; The living room should be ventilated 2~3 times a day for at least 20 minutes each time to keep indoor air circulation.

03- Personal protection

Avoid contact with patients with flu symptoms. In the popular season, try to reduce to crowded and relatively closed public places. If you need to go, wear a mask.

04- Self-monitoring

If you have flu-like symptoms such as fever, cough and sore throat, you should be isolated at home and treated in time, and you should not go to class or work with illness.

05- Implement the morning (afternoon) inspection.

Schools, kindergartens and other collective units should standardize the registration system for morning (noon) check-ups and absenteeism due to illness and do a good job in health education. If sick students are found, parents should be informed to take them away from school for treatment in time to prevent the spread of the epidemic.

Mycoplasma pneumoniae infection

Mycoplasma pneumoniae infection is an acute infectious disease caused by Mycoplasma pneumoniae, which is mainly transmitted by direct contact and droplets. After mycoplasma pneumoniae infection, the main clinical symptoms are fever and cough, with severe cough (similar to whooping cough), which may be accompanied by headache, runny nose, sore throat and other symptoms.

01- Strengthen ventilation

Do a good job in the cleanliness and ventilation of study and living places, regularly clean classrooms, dormitories, canteens and other public areas, and keep the indoor and outdoor environment clean and tidy; Open the window for ventilation 2~3 times a day, each time for no less than 20 minutes, to keep indoor air circulation.

02- Reduce Aggregation

Avoid public places with dense population and poor air circulation during the popular season. Wear a mask if you have to go.

03- Good hand hygiene

Rub your hands with running water and hand sanitizer (or soap) before and after meals and going home, and rinse with running water for at least 20 seconds.

04- Develop Healthy Habits

Moderate exercise, adequate sleep, proper nutrition in children’s diet, increased outdoor exercise, and improved immunity and resistance.

05- Strengthen health monitoring

Children should try to stay at home when they have symptoms of respiratory infection. If they have fever with severe cough or persistent cough, they should seek medical advice as soon as possible to avoid delaying their illness.

Novel coronavirus infection

At present, the epidemic situation of infection in novel coronavirus has remained at a low level, but the virus has not disappeared, and the public should still take proper personal protection.

01- wearing a mask scientifically

When taking public transport such as buses, subways and high-speed trains, and entering and leaving crowded and poorly ventilated public places, always wear masks.

02- Maintain good hygiene habits

Wash your hands frequently after going home or using public facilities; When coughing or sneezing, cover your mouth and nose with elbows or paper towels; Open windows regularly at home and workplace for ventilation, and do a good job in daily hygiene of the room.

03- Develop healthy habits

Maintain adequate rest, moderate exercise, balanced diet, and enhance your own resistance.

04- Vaccination with Covid-19 Vaccine

According to the latest national requirements, it is suggested that targeted Covid-19 vaccination should be carried out for key groups such as the elderly, so as to fill the immunization gap and build an immune barrier.

05- Do a good job in health monitoring

If you have symptoms such as fever, dry cough, fatigue, sore throat, etc., don’t go to class or work without illness, and try to avoid contact with others.

chickenpox

Acute infectious diseases caused by primary infection of varicella-zoster virus are mainly transmitted through respiratory droplets or direct contact, and can also be transmitted through contaminated appliances, which are more common in children. The incubation period is generally 10~21 days, with an average of 14 days. It is characterized by spots, papules, herpes and scabs on the skin and mucosa in batches with mild systemic symptoms. Chickenpox is a self-limited disease, which usually heals itself in about 10 days.

01- Vaccination against varicella

Vaccination with varicella vaccine is the most direct and effective measure to prevent varicella. At present, two doses of varicella vaccination program is recommended. Inoculate the first dose at the age of 12 months, and the second dose at the age of 4 years (the interval between the two doses is at least 3 months), thus obtaining more comprehensive protection. The interval between two doses of susceptible people aged 13 and above is at least 8 weeks.

02- Patients should seek medical attention in time.

Patients should seek medical treatment as soon as possible after onset, and be treated at home or in hospital according to the doctor’s advice until herpes is completely crusted and dry.

03- Clean and disinfect the articles.

Disinfect clothes, towels, bedding and other items that come into contact with varicella and herpes fluid, and do not share them with healthy people.

04- Schools do a good job in management.

Once a chicken pox case occurs in the school, parents should be immediately informed to take it away from the campus and seek medical treatment; Implement the morning (noon) inspection system, and register and report the absence due to illness; In the classroom, windows are often opened for air exchange to keep the air circulating, and the high-frequency contact surfaces such as classroom environment and door handles are disinfected.

Norovirus infectious diarrhea

The high incidence of Norovirus-infected diarrhea is from October every year to March the following year, and crowd gathering places such as schools and kindergartens are high incidence places. The common symptoms of norovirus-infected diarrhea are nausea, vomiting, fever, abdominal pain and diarrhea. Children mainly vomit, while adults mostly have diarrhea, and the feces are watery or watery.

01- Good hand hygiene

Wash your hands thoroughly before and after meals and before making food, and keep the environment clean. Wash your hands with soap and running water for at least 20 seconds.

02- Pay attention to the hygiene of diet and drinking water

Wash the fruits and vegetables carefully before eating, and cook the food thoroughly, especially the seafood such as oysters and shellfish.

03- Maintain a Healthy Lifestyle

Regular work and rest, reasonable diet, moderate exercise, enhance resistance.

04- Timely detection and treatment of cases

If a student has symptoms such as vomiting and diarrhea in a collective unit such as a school, the teacher should immediately report to the school doctor, cooperate with the school doctor to standardize the treatment of vomit, and promptly notify parents to send the suspected sick student to the hospital for treatment.

05- Do a good job of cleaning and disinfection

When a patient vomits or excretes, chlorine-containing disinfectants (such as 84 disinfectant, etc.) can be used to disinfect vomit or feces and their polluted environment and articles. In the process of cleaning, personal protection should be done to avoid direct contact with pollutants.

hand-foot-and-mouth disease

Hand-foot-mouth disease is a common infectious disease of children caused by enterovirus. Hand-foot-mouth disease is highly contagious and spreads in many ways, and it is easy to break out in collective places such as kindergartens and schools. Children infected with hand, foot and mouth disease often have symptoms such as fever, loss of appetite and sore throat at the beginning of the disease. After 1~2 days of fever, scattered herpes appeared in oral parts such as tongue and cheeks. Most children will have maculopapules and herpes on their hands, feet and buttocks; Hand, foot and mouth disease is usually mild, and most children can recover in about a week with a good prognosis.

01- Wash your hands frequently

Form a good habit of washing hands frequently. Wash your hands before and after meals, after touching public goods/facilities, and after going out to play and returning home.

02- diligent disinfection

Always clean and disinfect the surfaces of articles or objects that children often touch, such as milk bottles, toys, furniture handles, etc.

03- Do a good job in health education

Teach children not to share personal items such as cups and towels with others when they are in kindergarten or school.

04- Personal protection

Avoid close contact and play with sick children. Parents should try to avoid taking their children to crowded public places during the epidemic of hand, foot and mouth disease.

05- Strengthen health monitoring

When children have symptoms such as fever and rash, they should go to medical institutions in time, and avoid going out and contacting other children during the home treatment of hand, foot and mouth disease.

06- hand, foot and mouth disease vaccination

At present, the only vaccine used to prevent hand, foot and mouth disease in China is inactivated EV-71 vaccine, which can effectively reduce the risk of severe illness and death caused by EV-71 infection. It is recommended that children aged 6 months to 5 years should be vaccinated as soon as possible.

[Editor’s note]

Thirteen years ago today, when most people heard the news of Leslie Cheung’s death from friends and colleagues, they thought it was just a joke on April Fool’s Day, until it was confirmed on TV news.

April 1st is supposed to be an ordinary April Fool’s Day, but it is special because of Leslie Cheung.

The Paper was authorized to extract the chapter recording his last day from Leslie Cheung’s latest biography Nian Rong in memory of this respected singer and star.

April 1st.

This day is supposed to be an ordinary day, and at most it is an ordinary April Fool’s Day.

Hong Kong, like most Asian regions, April Fool’s Day has never been a holiday.

It was not until April Fool’s Day in 2003 that many people first felt that April Fool’s Day was both playful and cruel.

From the end of 20th century to the beginning of 21st century, Leslie Cheung has done a lot in just a few years. But not many people know what kind of life he is living when he doesn’t appear in albums, movies, TV, newspapers and magazines. Everyone only knows that his public appearances are getting less and less.

He said that he had acid reflux, which affected his throat and vocal cords.

Brigitte Lin said that she watched a movie with him, only to find that his arm around her hand kept shaking.

Anita Mui said that she heard that he was very unhappy, and tried every means to contact him, making phone calls and writing cards, but never found him.

Chen Shufen said that he suffered physically and mentally. His hands were shaking, he couldn’t sleep, and he was sweating. When his illness broke out, all his muscles ached as if he were going to tear his flesh apart.

Tang Hede said that he has been very cooperative and has been seeing doctors regularly.

then what

In November 2002, he committed suicide, but it didn’t work.

He, who people can’t see, has been tortured by the disease.

At about 10 o’clock in the morning, Alfred Mok, an interior designer, received a phone call, which was from Leslie Cheung.

"Let’s have lunch together!" Leslie Cheung said.

Alfred Mok is the designer of Leslie Cheung’s apartment, and they have a close personal friendship.

However, two days ago, the horse named by Alfred Mok’s adopted son won the championship in the race, and the horse’s name was named by Leslie Cheung, so Alfred Mok made a phone call to give Leslie Cheung good news, but he didn’t answer the phone at that time.

"I called you and didn’t listen. How did you know I was free today!" Alfred Mok deliberately said such a thing to tease Leslie Cheung, but from the other party’s response, he felt that Leslie Cheung really wanted to meet himself, and then he put away his joke: "Silly boy, I will definitely have lunch with you."

Two people made an appointment to meet at Fusion Restaurant in Causeway Bay at one o’clock, which was chosen because it was close to Alfred Mok’s office.

At 1pm, Alfred Mok arrived at Fusion Restaurant as scheduled. There, he saw Leslie Cheung wearing a dark gray T-shirt and a light gray suit jacket, wearing a mask and sitting quietly.

No sooner had Alfred Mok sat down than Leslie Cheung said to him, "Someone is coughing next door. Why don’t you wear a mask?"

Mask, suddenly became a human amulet.

In the spring of 2003, atypical pneumonia ("SARS", commonly known as "SARS" in Hong Kong) ravaged the whole world, and almost no place was spared. Although it was affected to different degrees, the panic it caused was definitely a rare global expansion in modern times. Even though modern medical care is far better than that in ancient times, in the early days of SARS, human beings actually seemed helpless. Infectious diseases that can’t be cured by the medical profession have suddenly made the whole society a frightened bird.

They chatted and ordered another meal. Leslie Cheung ordered spaghetti, and his appetite seemed to be good.

In the restaurant, when someone recognized him, he smiled at people and everything was as usual.

However, in Alfred Mok’s eyes, he looked so uneasy that his hands kept shaking.

It takes three hours for two people to talk in the restaurant.

Leslie Cheung told Alfred Mok that after he called him, he drove the Porsche aimlessly. He said that he felt very hard that morning and just wanted to drive fast. It was best to crash like this until he remembered that he had an appointment.

"Stupid, don’t say that." Alfred Mok reacted immediately, and then opened the topic.

Leslie Cheung asked Alfred Mok’s ID number again and copied it down. Six months ago, he had asked the same question and confirmed it again that day. Alfred Mok learned afterwards that Leslie Cheung was going to leave a small gift for himself in his will.

In a small talk in the past, Leslie Cheung once asked Alfred Mok, "If you are seriously ill and have no medical doctor, how will you solve it?"

Hearing this topic, Alfred Mok felt awkward at that time, and then responded: "I will take sleeping pills. If people find it, they will be saved."

"You are wrong," Leslie Cheung said bluntly. "To die, the most direct thing is to jump off a building."

Alfred Mok immediately shook his head and said, "You and I are so’ greedy for beauty’ (love beauty), how can we do such a thing? It’s like an egg fell to the ground, and if we accidentally hit someone else … We are greedy and beautiful, but it’s better to sleep in the bed, at least someone will save us, and we will jump down and become a’ slap’ (meaning a piece of flesh and blood). What should we do? "

After this conversation, Alfred Mok always felt scared and uneasy, so he often kept in touch with Leslie Cheung. When eating this lunch, Alfred Mok felt that Leslie Cheung was depressed, so he offered to accompany him to the United States to see a doctor, and said that no one would know about going to the United States anyway.

"Some people also told me to go to Sichuan to absorb aura. Now it is the peak period of SARS, and I can’t go anywhere." Leslie Cheung replied.

After lunch, Leslie Cheung insisted on sending Alfred Mok back to the company. Alfred Mok thought it was good to go for a ride, so he got in his car. Even if he pushed open the door or opened the car door, Leslie Cheung was very careful and didn’t touch it with his hands. Obviously, he was afraid of SARS, and he also seemed to cherish his health and life.

"You hurry back and change clothes. You have an appointment to play ball." Alfred Mok knew that he was used to asking someone to play badminton every Tuesday, so he reminded Leslie Cheung before getting off the bus.

Leslie Cheung actually said to him, "You don’t have to call me again."

"I just saw you. There is no need to call you. Let’s talk about it tomorrow." Alfred Mok now then answer like this.

Go to the office building in front of the elevator, Alfred Mok suddenly felt a heart-pounding.

"You don’t have to call me again." That sentence, he heard Leslie Cheung said before.

Later, Leslie Cheung told him: "The window of that hotel could not be opened."

Alfred Mok, who was in a panic, immediately called Zhang Lvping, the elder sister of Leslie Cheung, hoping that she could get in touch with him.

At about 6 o’clock, Look Ping Cheung called back to Alfred Mok: "Don’t worry, I found him. He is in Central, shopping in the window, or buying some clothes in summer." Look Ping Cheung wanted to ask his brother out for coffee, but he said no, because he had already made an appointment to meet Chen Shufen.

Alfred Mok was a little relieved at that time, and didn’t worry about Leslie Cheung’s words any more.

Shortly after leaving Alfred Mok, Leslie Cheung’s phone number was dialed.

"Hello, Mr. Tang?" Chen Shufen dialed Leslie Cheung’s phone number, but Tang Hede answered the phone on the other end. "Where’s Leslie?"

"He said to go out for a walk. I asked him to play badminton at 7 o’clock in the evening. " The other party replied.

"Well … do you know where he went?" Chen Shufen asked again.

"He said he was having tea with friends in Central."

"Well, I’ll give him a call and I’ll contact you later." Then, Chen Shufen hung up.

Chen Shufen’s office is in Wan Chai, only two subway stations away from Central, which is quite close. She thought about it and decided to call Leslie Cheung first.

The phone was connected quickly, but it was not Leslie Cheung himself who answered it, but a cold message box. Chen Shufen thought at that time, maybe he was talking about something important with someone.

"Leslie, call me later." Chen Shufen left this message after the recording signal sounded.

April 1st, compared with other days, is no different, the same Tuesday, the same 24 hours, the same day and night … However, this day suddenly has a subtle difference. Outside the window, it is drizzling, quietly covering the city with a layer of gray gauze, which is thin and light, making people feel less energetic and more sad just looking at it.

However, when this day is over, a new day will come. Is this a good thing or a bad thing?

Suddenly, Chen Shufen’s phone rang. She answered the phone, but to her surprise, Leslie Cheung called her so soon.

Leslie, where are you? Chen Shufen asked him first.

"I’m in Central." Leslie Cheung calmly replied, this is an answer that Chen Shufen expected.

"What are you doing in Central?"

"Drinking tea."

"Well, who are you having tea with?" Chen Shufen asked again.

"No, just myself." Leslie Cheung’s response this time was not expected by Chen Shufen.

She smiled and complained, "Why don’t you call me when you drink tea alone?"? I am in Wan Chai, let me come to you. "

"No, I have to go." Leslie Cheung quietly declined.

Without thinking much, Chen Shufen asked again, "Where are you going?"

"Go Shopping."

"Can I go Shopping with you?" Chen Shufen offered.

This time, Leslie Cheung didn’t give up, and directly agreed to Chen Shufen’s suggestion. "Well, yes."

Chen Shufen looked at the time. He has an appointment with Tang Hede to play ball at 7 o’clock, and now he doesn’t have much time to go shopping. In a hurry, she will put the phone down to find him.

At that time, a word came from the other side of the microphone, which made Chen Shufen stop putting the phone down.

"I want to take this opportunity to have a good look at Hong Kong." Leslie Cheung’s voice said.

This sentence, like a drop of concentrated sulfuric acid, permeates silently and colorless, and then bores a small hole on the pillar as a support point.

"What do you want to see Hong Kong for?" Chen Shufen began to hear that something was wrong with him.

Leslie Cheung didn’t answer Chen Shufen’s question. The short silence didn’t make the pillar collapse, but the corroded hole became deeper and deeper. Even if he didn’t pay attention, it still came into view.

"What do you want to go? If you haven’t left yet, I’ll come to see you. " Chen Shufen said anxiously.

"Good, then come here." Leslie Cheung readily agreed, and others are in Mandarin Oriental Hotel.

The hole still exists, and we can’t turn a blind eye to it, but the pillar still stands. Maybe, this is just a harmless gap. As long as you repair it carefully, there will be no danger in the future.

However, it is easy for people to have the illusion that the more familiar things are, the less they will change. Who will know that a harmless little difference may be behind a thousand cracks that cannot be repaired? No one knows exactly when the first crack began to appear, let alone why it will form.

When people see the hole, perhaps, it is too late.

"Mandarin Hotel, Central, please." Chen Shufen got into a taxi.

The driver didn’t recognize her as the agent of the emperor’s superstar, and she wouldn’t be aware of her anxiety at the moment.

The red taxi is moving forward slowly. There are still raindrops floating outside. They gently hit the car body, splashing into a little bit of powder, then merging on the ground and slowly flowing into the underground waterway.

The lost rain disappeared silently towards the place where no one paid attention.

Somewhere, on a calm lake, there was a ripple for it.

There are no raging waves, and there are no raging storms.

Chen Shufen arrived at the front hall of the hotel. She looked around and didn’t see Leslie Cheung. So, she went to the coffee shop where they often get together to chat.

"Miss, how many people?" An enter a door, the waiter came forward to ask Chen Shufen.

"I’m looking for Leslie. Is he there?"

"Mr. Zhang?" The waiter was a little confused. "I don’t think I saw him here."

"He’s not here? No, we have an appointment. He must be here. I’ll go in and find him. "

Tap, tap, tap. Short footsteps echoed in the coffee shop, but it was a pity that it couldn’t find the object it was looking for, just like stepping into a familiar but unfamiliar maze. It turned around in the shop, stopped here, and looked there again. Every road had passed, but it was nowhere to be found.

Where the hell is he? Chen Shufen looked around anxiously, but no matter what, Leslie Cheung was still not in the coffee shop.

Did he just leave? Or is he not here at all?

Chen Shufen grabbed the phone and hurriedly pressed Leslie Cheung’s number. The phone was connected, and when Leslie Cheung’s voice rang from her mobile phone, she was relieved.

"Leslie, I have arrived. Where are you? "

"I just went out. You have a cup of tea over there and wait for a while. I’ll be back soon."

Leslie Cheung simply explained these words and then hung up. His voice sounds so calm, almost the same as usual, even calmer-as if it were a breeze blowing across the lake, gentle and chilly.

But on the lake with low breeze, it is unusually calm.

It’s like being still, not moving.

Chen Shufen waited and waited in the coffee shop, but Leslie Cheung never came back, and his heart became more anxious. The voices in the coffee shop seem to have disappeared, but they still seem to exist, but they can’t reach Chen Shufen’s ears. What are those voices saying? Are you telling a harmless April Fool’s joke? Or are you talking about SARS, which has become more and more serious in recent days?

No matter in the street or in the shop, people around are wearing masks. Everyone can’t see each other clearly. Whether the other person is laughing, crying or angry, no one can see clearly at all. Masks have become masks one after another, replacing people’s real faces and becoming the symbol of this city. Every day, every minute, every second, people are afraid to show their faces, not only afraid of viruses floating around, but also afraid of contact with others.

March 2003 may be the turning point of Hong Kong’s change. The gap between people has become thicker because of a thin mask. All health advice is to try to separate yourself from others, even the whole world. Medicine is prosperous, but people’s hearts are difficult to treat.

After waiting for 40 minutes, Chen Shufen’s cell phone finally rang, and she quickly took it.

"You wait for me at the entrance of the hotel in five minutes, at the main entrance, and then I will come." Thankfully, she finally heard Leslie Cheung’s voice.

Chen Shufen looked at the time. It was almost 6: 30, and there was only half an hour left until 7: 00, so she didn’t think much, and immediately checked out and left the coffee shop.

The weather in April is not cold, but it is raining slightly, which is different from the freezing biting chill. This coldness will only slowly sip the warmth of the human body.

Leslie Cheung did not appear.

One second, two seconds, three seconds, time goes forward with tired steps, so slow that almost no one notices it, but it does move, and even if it is slow, people’s hurried steps never catch up with it.

Five minutes have passed.

Leslie Cheung still didn’t show up.

Time goes on. One minute, how ridiculous it turned out. Same pace, same slip away. Time, which never stops and never goes backwards, always keeps its duty like this …

At 6: 41 in the evening.

"Bang!"

A loud bang exploded in the ear, and time almost stopped. At least, at this moment, almost all the people present have the illusion that time has suddenly stopped.

Chen Shufen looked in the direction of the sound in consternation, only to see a black shadow lying on the ground, and other guardrails at the entrance of the hotel were smashed.

Take a closer look, it’s a person.

Next to that man, there is a bus.

"Not good!" Chen Shufen hurriedly ran into the hotel and called out the waiter: "There was a traffic accident, and someone was injured! Right outside! Call an ambulance quickly! "

Chen Shufen hurriedly ran out again. Leslie Cheung will come to the door of the hotel at any moment, and Chen Shufen knows clearly that even if he was calm just now, he is suffering from depression now, and it is inevitable that he will be stimulated if he sees that scene, so she decides to run quickly to the other side and stop Leslie Cheung’s car.

However, after a few steps, Chen Shufen dismissed the idea. Maybe Leslie Cheung hasn’t arrived yet? Maybe he’s stuck in traffic? Chen Shufen sincerely hopes that Leslie Cheung hasn’t arrived yet, so that she can stop his car at the street first, so that he won’t pass the hotel gate.

So Chen Shufen picked up the phone and called Leslie Cheung.

But this time, the phone was not connected.

Nian Rong, written by Han Qiao/,Modern Publishing House, December 2015.

The blue word cultural industry reviews above the point pay attention to and star the standard.

Chinese’s pursuit of eating this thing has no end. Bilibili launched a food documentary film "A String of Life" to dig deep into the barbecue category, showing the unique barbecue culture all over the country, which greatly stimulated the online audience to meet the demand of taste buds. At the same time, the charm of online food documentaries has also extended to the offline. IP-themed restaurants have broken the secondary wall and landed offline stores, and business has exploded. With the arrival of the new wave of consumption, more popular online IP content began to land in offline theme brand restaurants. This "IP+ catering" model once again aroused the author’s thinking. What is the cultural password of the operation mode of theme restaurants? Does emotion play a key role in the transformation of brand sales under the "IP+" mode? Let’s follow the author’s writing, make a thoughtful foodie together, and embrace the warm fireworks in this world.

author　| Blackcurrant

edit　| Min Lu

source　| parity school

　

The text is 4690 words in total | Estimated reading time is 12 minutes.

Roadside barbecue shops, a small table, dozens of strings of fragrant meat tendons, feeling such a fireworks atmosphere, often sigh that "life is so pleasant."

Recently, the first offline experience store of "A String of Life" in Central China landed in Wuhan, setting off a wave of fireworks consumption.

Previously,Authorized cross-border catering brand cooperation through IPStation B has launched a series of "peripheral" food and beverage outlets, such as the authorized barbecue restaurant of Life, the authorized hot pot restaurant of Life Like Boiling, and the authorized noodle shop of My Powder You.

With the arrival of the new consumption wave, more online content IP began to land as theme brand restaurants, and IP has begun to become a "golden signboard" in the hands of more catering brands..

What is the magic of this "rising star" who opened in Wuhan with a large number of students and rushed to the top of the public comment list during the trial operation? Behind its popularity, will IP-themed restaurants be a good business? Will the line of A String of Life be a solution?

With the curiosity of thousands of foodies, I turned on the computer and completed a "time and space experience" from online food documentary to offline food experience store.

When "Thank you for your hospitality" becomes a reality

Walking into the Wuhan store of "A String of Life", the signs of gourmet shops appearing in films such as "Ximen Barbecue" and "Gaolaozhuang Special Barbecue" all excited thousands of loyal fans of this documentary.

△ Signboard even-odd shooting with street flavor and sense of technology

From the poster wall of "Little TV" and "A String of Life" at the door to the interactive barrage screen on the ceiling, online elements can be seen everywhere in the store, creating a Cyberpunk-style immersion that is integrated with street culture.

"Gorgeous and rich elements without any sense of disobedience" is my first impression of this store.

In addition to the environment, the store almost restored the mouth-watering foods in the documentary one by one. Sanliqiao Roasted Heart Tube, Yibin Roasted Pig’s Nose Tendon and Baise Explosicum Roasted Pig’s Eye … all come from the delicious food recorded in the film, which reminds me of the long-lost intimacy from the documentary again. At the moment when the delicious food is served,The "dimensional wall" was completely broken..

△ The dimensional wall was broken. Even-odd shooting.

Besides satisfying my picky taste buds, this place is also an entertainment planet for our young people. There are three or two old-fashioned game consoles on display in the corner of the store, which instantly brings my thoughts back to my schooldays.

The entertainment area on the second floor is full of e-sports fans watching League of Legends S11. In addition to continuing to enjoy drinks and snacks, anime lovers can also take photos with their favorite two-dimensional image and buy directly around bilibili.

In my eyes, the combination of rich online elements and fireworks in the market makes it not only a barbecue shop, but also a collection of popular food, trend culture and circle interests.

The root of all this has to start from the online.The documentary "A String of Life" was born in 2018, deeply cultivating barbecue categories and showing the unique barbecue culture all over the country.

In the last two seasons,"A String of Life" not only has a broadcast volume of up to 200 million and nearly 2.5 million barrage interactions, but also has a score far above average in bilibili and Douban..

△ The end of each episode of the documentary was screened by "Thank you for your hospitality"

It is not difficult to understand why the documentary "A String of Life" became an explosion. It is enough to attract people’s attention from barbecue stalls all over the world to local specialties such as plum meat, silkworm chrysalis, scallops, oysters, beef and mutton, and the narrative method of documentary interspersed with interviews from the perspective of exploring shops gives the audience an immersive experience, coupled with the humanistic feelings of copywriting and barrage interaction, which makes the viewing atmosphere full.

The audience’s love for content greatly stimulated the online audience to meet the needs of taste buds, and also extended the charm of online food documentaries to offline.

In August 2019, the first barbecue experience store named "A String of Life" in China was opened in Yangpu District, Shanghai. Since its opening one and a half years ago, it has received more than 400,000 customers’ traffic and jumped into the forefront of new catering brands with their own traffic.

In 2020, the first branch of "A String of Life" landed in Shanghai Daning Music Plaza, and held in-store watching activities in combination with the League of Legends Finals S10, which was popular in this season, and once again made countless circles.

This year, the IP license of the documentary "A String of Life" has been extended to the whole country, and the opening of Wuhan store is a further exploration of this model. And bilibili food documentary "Life is like Boiling" authorized hot pot restaurant and "I Fen You" authorized Suo Fen Store also opened one after another.

From the enthusiastic response of online audiences and offline consumers, it is composed of food culture.IP+ catering "With a wide and huge audience, it has a very high growth potential.

However, a new model still needs to be honed by the market to see its final color, so it is extremely necessary to analyze its landing operation plan and the feasibility of long-term survival from the perspective of commercial operation.

"XX theme restaurant"

For the catering industry, the "IP+ catering" model is not a new thing. In recent years, star and animation restaurants have blossomed everywhere. But it is not easy to do it well.

Previously,Operation mode of "star+catering"Once popular. Many stars have opened food and beverage outlets. With the help of behind-the-scenes catering management companies, their profits have been greatly improved in the short term by using their own fan base and influence to expand their stores quickly and earn franchise fees.

For example, Xianhezhuang, which was endorsed by Michael Chen, expanded almost one store a day after its opening, and set up a new store of 700+ in less than two years.

At the same time, the huge franchise fee also makes the star’s own traffic have a faster short-term liquidity. According to incomplete statistics, franchisees who want to enter Xianhezhuang, which is endorsed by Michael Chen, need to pay 1.5 million yuan, including the joining fee, while the joining fee of 250,000 yuan for the hot pot brand Zaomenkan, which is endorsed by Sean, and 125,000 yuan for natural to stay, which is endorsed by Guan Xiaotong, is far higher than the joining level of ordinary brands in the market.

However, although the star IP has huge traffic potential, the IP itself is too low in connection with catering, and it cannot form a series connection with the food at the catering end and the storefront environment in terms of content.

At the same time, the frequent red light events in food safety, capital chain operation and management also show the uncertainty of this model.

△ Xianhezhuang, once popular

Then, why can bilibili’s "documentary IP+ catering" mode work?

First of all, the combination of food documentary IP and catering is consistent with its own categories and products from the content theme.Compared with IP such as stars, documentaries that use real life as creative material and resonate with users also make landing more natural and skillful. After the food documentary "China on the Tip of the Tongue" was broadcast, it led a large number of restaurants to play the name of "the same tip of the tongue". The popularity of the documentary "A String of Life" has also brought goods to many shops in the film.

According to the consumers on the opening day in Wuhan, more than 70% of the customers know about the documentary "A String of Life", and many young people are attracted by the food in the documentary, so they have the need to go offline for personal verification.

It can be seen that the cultural IP of food documentaries is rich, the drainage method is more natural and reasonable, and the inheritance of online elements also ensures the customer experience.

In the context of the continuous production of bilibili food documentaries, the online content is constantly updated and accepted, and the connotation of IP is constantly extended, which also ensures that the corresponding offline brands can maintain a high degree of attention. This summer, bilibili released the "Inevitable bilibili Food History" plan, and launched five food documentaries, including "Come for a Snack", including "A String of Life 3".

At the same time, the professional catering management company is responsible for the daily operation to ensure the excellent quality of offline stores and the continuation of online content reputation.At present, the comprehensive scores of the three offline stores of A String of Life in Shanghai are all above 4.6.

Good quality and the continuous output of food culture IP are the biggest guarantee for the high repurchase rate of catering stores.

In addition, bilibili’s "IP+ catering" also means multi-dimensional integration.The offline store of "A String of Life" provides consumers with a complex experience through its unique decoration style, plus the setting of game entertainment area and animation culture display area. Building a business derivative of League of Legends World Tournament has become the crowning touch to meet the diversified needs of consumers.

"Watching the League of Legends game in the barbecue restaurant is really an unprecedented wonderful experience." A Wuhan college student told me this on the opening day.

Bilibili has a complete IP development industrial chain and different forms of cooperation, and the future cooperation with catering brands will also have a broader space. Bilibili’s own image 22, 33 and small TV jointly launched a theme coffee shop, while Guochuang animation "heavenly god blesses the people" and KFC Dream jointly created a theme store, launched limited products and theme surrounding.

Behind the bursting of many bubbles, a more mature "IP+ catering" model is showing its growth potential.

Key words behind IP+: emotion

Tracing back to the source, "A String of Life" offline experience store"Food Documentary IP+ Catering"The success of the model is not a model innovation in the traditional sense of catering, and it is not novel even in the broader IP industry.

Therefore, it seems novel to make a food documentary into a restaurant. In fact, it is not an isolated case that pops out of a crack in the stone, but a typical case that puts people’s love and emotion into the actual scene.

In fact, the past“IP+”The successful case of this project is enough to illustrate the feasibility of moving forward in this direction.

CLE’s White Paper on China’s Brand Licensing Industry shows that in 2020, the retail sales of brand-licensed consumer goods in China has reached 110.6 billion yuan. At the same time, in 2019, the global sales revenue of licensed goods and services reached US$ 292.8 billion, up by 4.5% year-on-year, showing the great potential for the development of the licensed industry market.

△ Source: Prospective Economist APP Parity Mapping

be like"IP+ catering" modeJust like bringing huge offline traffic to the brand, the biggest role of IP itself is to use emotional transmission to bring sales conversion and popularity improvement to products and brands.

There are hundreds of millions of fans behind phenomenal IP such as The Avengers, the glory of the king and League of Legends.

Including animated images such as Peggy Piggy and Pleasant Goat, movie characters such as Marvel Comics and Harry Potter, and variety shows such as Everyday Up and Happy Camp, IP may be just a simple symbol or element, but the content behind it is the key to help this model.

A typical case is the rapid growth of children’s theme restaurants. According to the report of commercial real estate cloud think tank, there are more than 350 children’s theme restaurants operating in China by 2020, and the growth rate is still rising.

In foreign countries, the scale of this industry is even larger. Ginza Alice in Wonderland Restaurant in Tokyo, Japan, and Bear Theme Experience Hall in South Korea are well-known all over the world.

Especially after the introduction of the Bear Theme Experience Hall into China, the average daily passenger flow reached nearly 250, and the average daily turnover rate could reach as many as 10 times during the peak period.

Recently, Universal Studios, which has strong IPs such as Minions and Harry Potter, has also brought fire to a number of restaurants with the theme of "Minions" and "Butter Beer".

It can be said that children’s theme restaurants, which mainly focus on animation, animation and game IP, have great appeal to the vertical crowd, and also create a faster brand communication effect, and behind the booming is the greatest affirmation of the feasibility of the "IP+ catering" model.

Therefore, along this verified and feasible direction, bilibili has overcome the problem that the traditional "IP+ catering" dishes are difficult to blend with the decoration environment and theme, and has perfectly combined the street flavor with the online food culture, incorporating the complex elements such as personal design, emotion and culture.

Of course, historical experience tells us that,The winning magic weapon for catering industry to finally meet consumers’ demands is still taste and cost performance, which is also a topic that catering brands can not avoid for a long time.. At this point, the market and time may be needed to give more feedback.

Write it at the end

Under the new consumption wave, the combination with food culture IP has become a way for catering brands to stand out. With the emerging people who will love to become life, such as subculture and Eryuan, occupying the market, in the future, companies and brands with strong IP will play this model to the extreme.

This is the general trend under the background of the real economy returning to the main stage:Use online traffic to make up for the weakness of the real economy, and at the same time better present the online ecology offline.

On the other hand, as mentioned in the article, the catering industry’s emphasis on product quality will not change because of the diversification of operating models.

Any new idea of catering business model can’t violate this law. The model can raise the upper limit of the brand, and the quality determines the bottom line of the brand.

After all, in China, eating this thing is a trillion-dollar business, and it is also the skill of thousands of people.

References:

1. "Chemical Reaction of Wenchuang IP+ Catering" is billion euros.

2. "IP catering brand marketing will break out! The underlying logic behind it turns out to be like this … "Diners talk about catering for a long time.

　　

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