Cctv newsAccording to WeChat WeChat official account of the Education Examinations Institute of the Ministry of Education, in 2023, the Education Examinations Institute of the Ministry of Education ordered four sets of Chinese examination papers for the national college entrance examination, namely, National Volume A, National Volume B, New Curriculum Standard I and New Curriculum Standard II. The examination questions fully implement the spirit of the 20th National Congress of the Communist Party of China, adhere to the guidance of Socialism with Chinese characteristics Thought of the Supreme Leader in the new era, implement the fundamental task of cultivating people by virtue, deepen the reform of examination content, promote the reform of basic education and teaching, and help cultivate top-notch innovative talents.

First, focus on the overall situation, based on the overall situation, Bacon casts a soul in the language situation.

　　The examination questions are designed as a whole, the materials are carefully selected, the people are educated by literature, the things are moistened silently, and the spring breeze turns the rain into rain.

1 Hold high the banner of thought, Bacon casts the soul.

　　The examination questions are organically integrated into Socialism with Chinese characteristics Thought of the Supreme Leader in the new era. The two materials in the writing test "One flower alone is not spring" in the National Volume B are respectively from the keynote speech "Walking hand in hand on the road to modernization" delivered by the Supreme Leader General Secretary at the high-level dialogue meeting with world political parties in the Communist Party of China (CPC) on March 15, 2023 and the speech "Civilizations are enriched by exchanges and civilizations are enriched by mutual learning" delivered at UNESCO headquarters in Paris, France on March 27, 2014.

The national B-volume writing test "One flower alone is not spring"

22. Read the following materials and write as required. (60 points)

　　Blowing out other people’s lights will not make you brighter; Blocking others’ way will not make you go further.

　　"A single flower is not spring, and a hundred flowers bloom in spring." If there is only one kind of flower in the world, even if it is beautiful, it is monotonous.

　　The above two materials are from the speech of the Supreme Leader General Secretary, which tells the general truth in vivid language. Please write an article based on this to reflect your understanding and thinking.

　　Requirements: select the right angle, determine the concept, clarify the style, and draw up the title; Do not copy or copy; Do not disclose personal information; Not less than 800 words.

　　Although the two materials are aimed at international relations, mutual learning of civilizations and other issues, the truth revealed is universal. Material 1 can be used in the relationship between countries and also in getting along with people. Material 2 illustrates the dialectical relationship between part and whole by "one flower" and "hundred flowers". The two materials simultaneously constitute a dialogue relationship. The test questions guide young people to cherish the greatness of the country and establish a correct world outlook and values. Candidates have a large writing space and can cut into many angles.

　　The first material in the new curriculum standard Volume II, Modern Chinese Reading I, is taken from the speech "Talk about Investigation and Research" delivered by the Supreme Leader General Secretary at the opening ceremony of the second batch of students in the autumn semester of the Central Party School on November 16, 2011. The article emphasizes that investigation and research should adhere to the mass line and the principle of seeking truth from facts, so as to inspire the majority of young people to learn their wisdom and gain insights from the people’s creative practice.

2 cultivate feelings of home and country, enhance self-confidence.

　　The test questions guide candidates to establish a correct view of history, nationality and country, and enhance patriotic feelings and national self-confidence. For example, the reading materials of Volume A discuss many archaeological discoveries, analyze the significance of archaeology in writing ancient history, and guide candidates to better understand the long-standing, profound Chinese civilization. The materials of classical Chinese reading test questions in Volume A and Volume B are selected from Longping Collection • Confucianism is righteous "and" Han Feizi • "Ten Years" guides candidates to inherit Chinese cultural genes, keep upright and not conservative, respect the ancient and not retro.

　　The writing test "The Power of Stories" in Volume I of the new curriculum standard guides candidates to think about the facts, images, emotions and truths contained in the story as a carrier, and the significance of telling stories well. What is a good story, what story to tell well and how to tell a good story are all good writing angles. Candidates can write stories to inspire themselves, and also discuss how to tell the story of China well to the world.

New Curriculum Standard Volume I Writing Test "The Power of Stories"

23. Read the following materials and write as required. (60 points)

　　Good stories can help us express and communicate better, touch our hearts and enlighten our wisdom; A good story can change a person’s fate and show the image of a nation … … Stories are powerful.

　　What kind of association and thinking did the above materials cause you? Please write an article.

　　Requirements: select the right angle, determine the concept, clarify the style, and draw up the title; Do not copy or copy; Do not disclose personal information; Not less than 800 words.

3 carry forward the spirit of labor, educate people and cultivate their hearts

　　The examination questions emphasize the integration of labor education with moral education, intellectual education, physical education and aesthetic education, and guide candidates to respect ordinary workers and firmly establish a correct concept of labor. For example, the reading material "Grow a Good Buckwheat in One Place", the second volume of literature in China, reflects the deep feelings of farmers in China for the land and embodies the indomitable spirit of the Chinese nation. It is written in the literature text reading material "To My Son" in the first volume of the new college entrance examination that young people who are baptized by labor can not only strengthen their physique, "the muscles on their shoulders will bulge under the pole", but also realize some fundamental and eternal truths.

Second, to cope with changes, improve the pattern, and enlighten wisdom and increase wisdom in the examination of thinking

　　In 2023, Chinese test questions will strengthen the examination of thinking quality, and guide candidates to improve their logical thinking ability, image thinking ability and innovative thinking ability.

1 examine logical thinking, improve speculative ability

　　The test questions examine the logical thinking ability from many aspects, such as whether to form an opinion, whether to reason reasonably, whether to demonstrate rigorously, and whether to express accurately. For example, the topic of "people, technology and time" is given in the writing test materials of National Grade A, but no clear point of view is given. Candidates need to mobilize their abilities of association, migration, demonstration and reasoning, find problems, identify problems, form opinions and expand arguments.

"People, Technology and Time", a writing test in National Grade A.

22. Read the following materials and write as required. (60 points)

　　People can better control time because of the development of technology, but some people have become servants of time.

　　What kind of association and thinking did this sentence cause you? Please write an article.

　　Requirements: select the right angle, determine the concept, clarify the style, and draw up the title; Do not copy or copy; Do not disclose personal information; Not less than 800 words.

2 Examining thinking in images and improving aesthetic quality

　　The examination questions select literary works, lead candidates to feel the beauty of the motherland’s language and characters, and mobilize association and imagination on the basis of reading experience to express their feelings and thoughts. For example, the pragmatic I corpus of Volume B is extracted from Two Old Men by Wang Zengqi, which examines the ability of candidates to comprehend the expression effect through language forms. Lin Bu’s "Late Return on the Lake" is selected as the reading test of ancient poetry in Volume II of the new curriculum standard, which shows the poet’s tranquil mood in the description of the scenery. Question 16 asks candidates to think about how Wang Guowei’s view of "seeing things from me, so everything is my color" is confirmed in his poems.

3 examine scientific thinking, stimulate the enthusiasm of inquiry

　　习总书记在多次讲话中强调提高青少年科学素养的重要性。试题通过文质兼美的科普文章激发考生的好奇心、想象力和探究欲，倡导科学思维。如全国甲、乙卷的实用类文本阅读材料选自科普读物《树的秘密生命》和《深时之旅》，既注重营造热爱科学的氛围，又引导学生在理解材料信息的基础上，对相关问题作深入思考。

三　平稳布局、开拓新局，在考教衔接中以考促教

　　试题积极体现《普通高中语文课程标准》（2017年版）的新理念，主动呼应国家统编高中语文教材中的新增内容，增强试题的创新性和开放性，引导一线教学扭转功利化倾向，将功夫下在提高课堂质量、夯实知识基础、培养能力素养上。

1　依据课程标准，强调语文实践

　　语文核心素养是学生在积极的语言实践活动中积累与构建起来，并在真实的语言运用情境中表现出来的语言能力及其品质。试题从阅读与鉴赏、表达与交流、梳理与探究等方面，考查考生语言积累、梳理与迁移运用能力。全国甲卷语言文字运用试题材料摘自张志公的《说工具》，介绍了三位教师对成语“破釜沉舟”的不同的教学方法。第21题要求从“卧薪尝胆、庖丁解牛、一鼓作气”三个成语中任选一个，借鉴材料中第三位教师的讲解方法，拟出讲解要点。

2 Linking up and compiling textbooks to promote classroom reform

　　The relationship between the enhancement of test questions in Volume I and Volume II of the new curriculum standard and the compilation of textbooks. The learning task in the textbook of the unified compilation, such as the test of writing short comments on works in the reading of literary texts in Volume I of the new curriculum standard, points to the learning task of "learning to write short comments on literature" in the Chinese textbook of the unified compilation; Associated with the new contents in the textbook, such as the information text reading I of the new curriculum standard II and the unit of "hometown cultural life" and "reading the whole book" in the textbook; The basic knowledge in the textbook, such as the meaning comprehension test of classical Chinese reading, is connected with the textbook content; The selected articles in the textbook are related, such as Lu Xun’s Social Drama and Shen Congwen’s Border Town, etc.

3. Innovating the form of proposition, reducing mechanical brush questions.

　　A variety of new questions are used in the test questions, which effectively avoids rote memorization and "mechanical brushing". Each of the four writing questions has its own characteristics. Among them, the writing question "Teenagers’ own space" in Volume II of the new curriculum standard is a new type of reading and writing.

New Curriculum Standard Volume II Writing Test "Teenagers’ Own Space"

23. Read the following materials and write as required. (60 points)

　　The idea of "be quiet and not be disturbed" mentioned in the language application II of this test paper is not uncommon among contemporary teenagers. Teenagers sometimes want to have their own space to relax, settle down and grow up in their study and life.

　　Please write an article combining the above materials.

　　Requirements: select the right angle, determine the concept, clarify the style, and draw up the title; Do not copy or copy; Do not disclose personal information; Not less than 800 words.

　　Four sets of classical Chinese test materials have single text and compound text. The new sentence-breaking questions in classical Chinese can prevent candidates from using skills to answer. The forms and test sites of the four sets of pragmatic test questions are different. In addition to traditional ill sentences, idioms and supplementary writing, comments, sentence meanings and expression effects are also examined.

4 Respect the law of growth and encourage personality development.

　　Test questions provide candidates with a space to show their personality and express their true feelings, and encourage candidates to explore, find problems and express themselves. For example, the writing test "Young People’s Own Space" in the second volume of the new curriculum standard is close to the examinee’s life and closely related to the growth of young people. Candidates can show their personality and reflect their thinking on growth through the introduction of their own space content, and can also have a dialogue with their parents and teachers.

　　In 2023, the Chinese examination questions for the college entrance examination will educate the party and select talents for the country, guide the vast number of young people to establish firm ideals and beliefs, consolidate their knowledge base, improve their ability and accomplishment, and become the pillars of socialist modernization!

　　Beijing, March 3 rd (Xie Yiguan) During the epidemic prevention, consumers set off a wave of "home economy" at home. In this context, online games have become the entertainment choice of many consumers, and the consumption disputes of some paid online games have gradually become prominent.

　　The actual effect of the game is inconsistent with the propaganda.

　　According to the introduction of China Consumers Association, some online game operators promote the selling points of game products, such as characters, props and their functions, special effects, etc., through copywriting, videos and other forms, but their actual effects in the game do not match the promotion.

　　The second paragraph of Article 23 of the Law on the Protection of Consumer Rights and Interests stipulates that "if an operator indicates the quality of goods or services by advertisements, product descriptions, physical samples or other means, it shall ensure that the actual quality of the goods or services it provides is consistent with the indicated quality."

　　According to China Consumers Association, online game operators use copywriting, videos and other publicity methods to display game characters, props, their functions and special effects in an intuitive and detailed way, and the explanations and displays should be consistent with the actual situation of consumers buying game products.

　　"Online game operators should be honest and trustworthy, refuse false propaganda, and ensure that the actual effect of game products is consistent with propaganda." China Consumers Association reminds that the special circumstances that may occur should be explained realistically and brought to the attention of consumers in a significant way, and no false propaganda or misleading of consumers is allowed.

　　Operators are exempted by unfair regulations.

　　Some online game operators have posted a statement that "the final effect is subject to the in-game video of online game products", and they are also suspected of using unfair regulations to infringe on the legitimate rights and interests of consumers.

　　The second paragraph of Article 26 of the Law on the Protection of Consumer Rights and Interests stipulates that "business operators shall not make unfair and unreasonable provisions to consumers, such as excluding or restricting consumer rights, reducing or exempting business operators’ responsibilities, and aggravating consumer responsibilities, by means of format clauses, notices, statements, shop notices, etc., and shall not use format clauses and technical means to force transactions."

　　In addition, Article 17 of the E-commerce Law stipulates that "e-commerce operators should disclose information on goods or services in a comprehensive, true, accurate and timely manner to protect consumers’ right to know and choose." Article 49 stipulates that "if the information of goods or services released by e-commerce operators meets the conditions of offer, the user selects the goods or services and submits the order successfully, and the contract is established."

　　China Consumers Association believes that when consumers see the specific instructions such as copywriting and videos of game products and buy related game products, the two parties have formed a consumption contract relationship, and the operators should perform their obligations according to the agreement, and they can’t rely on the statement that "the final effect is subject to the game", which makes the agreement between the two parties in an uncertain state, and even excuses themselves for violating the agreement. Unfair and unreasonable provisions that exclude or restrict consumers’ rights and reduce or exempt operators’ responsibilities should be corrected as soon as possible, and consumer disputes should be properly resolved.

　　Unauthorized changes to products purchased by consumers in the name of upgrading, etc.

　　Some consumers report that online game operators have changed the sold characters, game props, their functions and special effects without their consent in the name of optimization and upgrade of game products.

　　Article 9 of the Consumer Protection Law stipulates that "consumers have the right to choose their own goods or services. Consumers have the right to … … Choose the variety of goods or service methods independently, and decide whether to buy or not to buy any kind of goods, accept or not to accept any service. " Article 10 stipulates that "consumers have the right to fair trade. When purchasing goods or receiving services, consumers have the right to obtain fair trading conditions such as quality assurance, reasonable price and correct measurement, and have the right to refuse the compulsory trading behavior of operators. " Article 127 of the General Principles of Civil Law stipulates that "if the law has provisions on the protection of data and network virtual property, such provisions shall prevail."

　　China Consumers Association believes that online game characters, props and other products purchased by consumers have property attributes and are property rights recognized and protected by the general principles of civil law. Online game operators should not rely on their own advantages to change the actual functions and effects of products purchased by consumers without the consent of consumers in the name of upgrading and optimization.

　　In practice, some online game operators also require consumers to generalize authorization in unilateral format clauses in service agreements, and agree that the company can adjust, update or optimize any content or elements in the game (including but not limited to the characters, game equipment, artistic design, performance and related data settings of game props that consumers have purchased or are using), and will not pursue any legal responsibilities of the company.

　　China Consumers Association pointed out that this practice deprives consumers of their right to choose, fair trade and claim, and infringes on their legitimate rights and interests. Online game operators should respect the rights of consumers, and obtain the consent of consumers for the optimization and upgrade of paid products in the game, clearly inform the specific situation of the upgraded products and the differences between the old and the new, and provide consumers with different options whether to upgrade. It is strictly forbidden to change the products that consumers have purchased without the consent of consumers, or force consumers to accept the upgraded products.

The leisure snack industry, which has been hit by discount, is shuffling.

Recently, the 2023 annual report and the first quarter report of 2024 of leisure and snack listed companies were fully disclosed, and their performance can be described as "two days of ice and fire":

Although last year, the good shop still sat firmly on the throne of "king of revenue", its net profit was overtaken by Yanjin shop, whose revenue was only half of it.

In the first quarter of this year, good shops returned to the right track in revenue, but their net profit continued to decline. On the other hand, the competitor Yanjinpu, the net profit of revenue has increased significantly.

Many voices attribute the joys and sorrows of performance to the gains and losses of channel war. In the past few years, the snack sales model has quietly changed. The rise of discount snacks is eroding the space of traditional snack sales channels.

The two "shops" in the snack industry, one sued Zhao Yiming, while the other threw 350 million yuan on it.Snacks henmang groupThe "big ship".

Standing at the outlet of discount snacks, it is a different choice for "shops". Yanjin shop really made a profit, and the good shop really lost?

Net profit overtaking

In terms of revenue scale, good shops are still the well-deserved kings of leisure snacks.

In 2023, Liangpin Store achieved a revenue of 8.046 billion yuan, ranking first among 19 A-share snack food listed companies.

Although firmly sitting on the "one brother in revenue", the good shop has ushered in a double decline in net profit for the first time since landing in A shares:Revenue decreased by 14.76% compared with the same period of last year.,Net profit is almost halvedTo 180 million, a year-on-year decrease of 46.26%; Deducted non-net profit was only RMB 65 million, a year-on-year decrease of 68.82%, leaving only RMB 65 million.

From the data point of view, this is the lowest revenue of good shops in the past three years, while net profit and non-net profit have hit a new low in the past six years.

In the first quarter of this year, although the revenue of good shops recovered to 2.451 billion yuan,However, the net profit attributable to the mother and the non-net profit deducted were 62 million yuan and 55 million yuan respectively, down by 57.98% and 48.69% year-on-year, continuing the trend of sharp decline.

The decline in performance and the slowdown in growth have also accelerated the departure of capital. On May 18th, Liangpin Store issued two announcements in succession, saying that due to their own capital needs, Ningbo Hanyi and Dayong Co., Ltd. each planned to reduce their holdings by no more than 12.03 million shares, accounting for about 6% of the company’s total share capital.

Among them, Dayong Co., Ltd. is the second shareholder of Liangpin Store, and today’s capital is behind the famous venture capital institution. Since 2010, capital has become a "friend" of good shops, and now the major shareholders have lost patience.

On the other hand, Yanjin Shop is a "dark horse" in the industry.Submitted a goodReport card

According to the data of the annual report, Yanjinpuzi achieved a revenue of 4.115 billion yuan in 2023, a year-on-year increase of 42.22%; The net profit of returning to the mother was 506 million yuan, up 67.76% year-on-year, and both revenue and net profit reached record highs.

In fact, the revenue of Yanjin Shop in 2021 was less than a quarter of that of good shops, but in the past two years alone, this figure reached half. What is more exaggerated is that less than half of the revenue in 2023, the net profit is 2.81 times that of a good shop.

In the first quarter of this year, Yanjin Shop continued to maintain its growth momentum, with revenue reaching 1.223 billion, up 37% year-on-year. The net profit attributable to shareholders of listed companies was 160 million yuan, up 43.10% year-on-year, which also far exceeded that of good shops.

In the secondary market, good shops and competitors are also in sharp contrast.

As of the close of May 28, the total market value of good shops was about 5.53 billion yuan. However, its market value peaked in July 2020, once exceeding 34 billion yuan. In other words, the market value of good shops has shrunk by more than 80% from its peak.

In particular, the market value of good shops at the peak period is higher than that of Yanjin shops in the same period.More than 10 billion.now,The wind and water turn, and the total market value of good shops is onlyremainYanjin Puzi’sfourOk.

At the same time, "shop", why is the fate very different?

Channel dispute

In recent years, the snack industry has ushered in major changes, and discount snacks have become "new favorites", and consumer preferences have gradually changed to "cost performance".

The impact of the ultra-low price of discount snacks,Give way to position“high-end"Our good shop is very hurt.Falling revenues are telling good shops that they are getting farther and farther away from consumer demand.

In fact, good shops have also gone off to test the water discount snack track.

On the one hand, in 2022, Liangpin Store launched the snack collection store brand "Snacks Hard Home", but the effect was not ideal. At present, this brand has not yet left Hubei, and it is difficult to form a confrontation with the head.

On the other hand, in February 2023, Liangpin Shop and Black Ant Capital jointly invested in Zhao Yiming Snacks, and this round of financing was 150 million yuan. Only after half a year, the good shops were emptied.Zhao Yiming snacks equity, get about 60 million yuan investment income.

It was not until the snacks were busy and Zhao Yiming snacks announced the merger, and they sat firmly at the top of the discount snacks, and the good shops realized themselves.by“Kick out”，failAt the discount snack trackminuteLast drinkthick soup.

In either case, in the new round of opportunities, good shops are left behind.

Just as Liangpin Shop sued Zhao Yiming for "deliberately concealing the company’s major events and damaging the minority shareholders’ right to know", Yanjin Shop boarded the "big ship" of the Snacks Busy Group.

Last December,,Yanjin Puzi Holdings announced that it had invested 350 million yuan in Snacks Busy Group and acquired a 3.3175% stake in the latter. Talking about this investment, Zhang Xuewu, the chairman of Yanjin Puzi Holdings, believes that this cooperation marks that manufacturers join hands with distributors to create efficient channels.

But is such an investment worthwhile? To a large extent, running all the way, who has made great achievements in Yanjin Shop, has made great efforts in selling snacks.

As early as 2021, Yanjin Shop chose to lay out the volume distribution, trying to change the sales channels, from relying on offline stores to new channels such as e-commerce and snack shops, supplemented by large supermarkets.

The effect of the reform is also remarkable..

Yanjin Puzi’s 2022 annual report shows that,Snacks are very busy, contributing 210 million yuan in sales to become the largest customer of Yanjin Puzi.,This sales accounted for 7.31% of the total revenue.,Almost the sum of the last four customers. In 2023, snacks were very busy, and the group’s sales reached 509 million, accounting for 509 million.It jumped to 12.38%At the same timeNew retail and other channels have become the main revenue sources of Yanjin Shop, accounting for more than 70% of the revenue.

Whether it is a good shop or a Yanjin shop,BothbeLooking for the increment in the channel, but Yanjin Shop took the lead in seizing the dividend.,Become the most eye-catching one in the snack enterprise in one fell swoop.

Profit puzzle

althoughBoth are "shops" with different licensing strategies, but under the impact of discount, both sides are facing similar problems: it is increasingly difficult to make money.

Discount formatIn vogue, inForcedsnackPlayers cut prices.,Providing cost-effective snacks is also eroding.wearTheir gross profit performance.

Let’s look at the good shop first.Watch“High end snacks"After the road gradually narrows,At the end of last year, Liangpin Store implemented the strategy of "the largest price reduction in 17 years" and announced a large-scale price reduction for its 300 products, with an average price reduction of 22% and the highest drop of 45%.

But price reduction is a "double-edged sword". Through price reduction, the good shop earned revenue in the first quarter of this year.Year-on-year growth of 2.79%The price is that the net profit has fallen by nearly 60%.Increasing income does not increase profit,letBestoreCamp recovery and warmthThe "surprise" brought is greatly reduced.

Besides,In 2023, the gross profit margin of the main business of Liangpin Shop can still be maintained at about 28%. After the price reduction, the gross profit margin in the first quarter of this year has dropped to about 26%., in the same industry at a low level.

On the other sideYanjin puzi, also facing the pressure brought by the price.

Looking at it for a long time, the Yanjin shopGross profit margin is also falling.The data shows that from 2020 to 2023, the gross profit margin of Yanjin Shop was 44%, 36%, 35% and 34% respectively. In the first quarter of 2024, the company’s gross sales margin dropped to 32.1%.

Yanjinpuzi explained that the year-on-year decline in gross profit margin in the first quarter of 2024 was mainly due to changes in channel structure, and the decline in the proportion of direct KA revenue led to a decline in the overall gross profit margin of the company.

In other words, the new retail channels that Yanjin Store relies on at present have lowered the gross profit margin.

One income increase does not increase profits, and the other gross profit margin is under pressure. Jiang Han, a senior researcher at Pangu think tank, told xiaoxiang morning herald Pepper Finance reporter that the discount price war has greatly reduced the profit margin of enterprises. In the long run, the profitability of enterprises will be seriously affected, and even losses may occur.

At the same time, he also believes that the price war weakens the innovation power of enterprises. Under the pressure of price war, enterprises often put more resources and energy into reducing costs and expanding production scale, while ignoring product innovation and quality improvement.

At present,The price reduction strategy of good shops and the deep cultivation of Yanjin shops are allMining "cost performance".

"Leisure snacks have entered a cycle of’ parity’." existChina food industry analyst Zhu DanpengIt seems that,Leisure and snack enterprises should not only consider "cost performance", but also "quality-price ratio". "In the next three years, enterprises with both cost performance and quality price ratio will develop better, and enterprises with better online and offline integrated operations will be evergreen."

Although the current two "shops" are changing in the marketShowed different living conditions.However, the competition of snacks is still going on. How can it be reversed after three years?

At least, in the future with both cost performance and quality price ratio,The new contest will also start again.

Xiaoxiang morning herald Chili Finance Reporter Luo Yaqi Chen Shizhen