Dialogue with Tamia Liu, co-CEO of Zhiji Automobile: The negative impact of the crazy price war of car companies is greater than the positive.

At the same time that SAIC announced that it would fully sprint vehicle sales of 6 million vehicles in 2023, brands of Zhiji, Feifan and other groups began to launch new models with full horsepower. On February 10th, the intelligent "pure electric medium and large luxury SUV" Zhiji LS7 announced the vehicle configuration and price, which was officially listed nationwide.
Tamia Liu, co-CEO of Zhiji Automobile, said in an interview with Shell Finance on February 16th that the sales target of Zhiji Automobile in 2023 is 45,000 vehicles. In order to achieve the goal, Zhiji will speed up the spread of channels, and it is estimated that there will be 240 experience and delivery centers this year.
The reporter noted that according to the sales volume of Zhiji Automobile in 2022, the sales volume of Zhiji Automobile in 2023 needs to increase more than 8 times year-on-year to achieve the goal.
Regarding vehicle pricing, Tamia Liu said that with the endorsement of SAIC, Zhiji can get better quality parts at a lower cost, thus reducing the cost and selling price. However, Tamia Liu also said that the current crazy price war in the industry is more negative than positive. "If we do simple electrification at a low price and low level, in addition to our limited development, it will also make the market very unhealthy."
Frankly speaking, the channel is slow to spread, taking advantage of SAIC endorsement to flush sales.
Shell Finance: What is Zhiji’s future sales target?
Tamia Liu:We mainly rely on L7 and LS7 to support this year’s sales target, and another model will be launched in the second half of this year. With these three models, we hope to sell 45,000 cars this year.
Shell Finance: At present, domestic brands are very "involuted". Some people even say that many brands will die in the next 3-5 years. How can Zhizhi occupy the mainstream position?
Tamia Liu:Zhiji was jointly built by SAIC, Zhangjiang Hi-Tech and Alibaba Group, and the initial round of financing reached 10 billion yuan. Zhiji has the endorsement of SAIC’s supply chain and manufacturing industry, and the endorsement of Ali and Zhangjiang. At present, these empowerment and potential have not been fully realized.
For example, some people ask whether Zhiji is under pressure in the supply chain and whether the chip will still be the bottleneck in the next impact on sales. But I feel confident. As long as SAIC can buy chips, it will never lack Zhiji’s chips. Moreover, SAIC allows us to get better quality products at the most appropriate cost.
Shell Finance: What kind of planning does Zhizhi have in terms of channels in the future?
Tamia Liu:At present, there are about 120 experience centers and delivery centers in Zhiji. Because of the great inertia of channels, the annual operating expenses of channels are hundreds of millions. Once the market fluctuates, the sales volume is too small and there are too many channels, there will be cash flow pressure and channel management will be difficult. As a brand-new brand with a level of 400,000, Zhiji also had its own forecast of sales volume at that time, so it was conservative in channel spreading. Now it seems that it is true that the speed of spreading our channels is somewhat slow.
Our goal at the end of the year is to open 240 channels, of which we are confident that 180 to 190 will be opened before June 30, and a large number of second-tier cities will be covered.
After studying the high-end luxury market, choosing ladder pricing means that the negative side of price war is greater than the positive side.
Shell Finance: What are the considerations and processes for the pricing of a car?
Tamia Liu:It is a long process for car companies to price and configure products. The iteration cycle of the mobile phone can be changed instantly; The automobile development cycle is long, and there are many restrictions on price adjustment. For example, the whole supply chain adopts very strict approval and centralized procurement. The cycle of a model from the beginning of planning to listing is about two and a half years. Basically, in the initial period of time, 99% of the configuration of this car has been decided. According to these configurations, the price of the car has been basically set at that time.
Shell Finance: Why did Zhiji choose the current pricing range? What do you think is the most suitable price range for the luxury car market in China?
Tamia Liu:At present, the mainstream price range of high-end luxury electric SUVs and cars in China is 350,000 to 390,000 yuan. Among the medium and large SUVs with more than 250,000 yuan, the sales volume of five products is much larger than that of seven and six; Most of the intensive sales segments are 300,000 yuan to 350,000 yuan. If the price exceeds 400,000 yuan, users’ requirements for models will increase, and it will be difficult to achieve the sales target.
Therefore, the pricing range of Zhiji LS7 this time has been designed, and the core pricing is 329,800 yuan, 349,800 yuan, 379,800 yuan and 459,800 yuan. Which is the key and which is the auxiliary has been scrutinized. For example, Zhiji relies on L7 to help Zhiji automobile stand firm in the queue of high-end brands, and LS7 strives for more market share through the lower price and higher value ratio of 329,800 yuan.
The price of 459,800 yuan is really high. We consider that Zhiji, as a new brand, has a low popularity, and it is a great challenge for users to accept the pricing of 400,000 yuan. Last year, due to comprehensive reasons, the sales of Zhiji L7 also failed to meet expectations. However, we think that the overall design and handling of our models are good, so we continue to move towards the price range of 360,000 yuan to 400,000 yuan.
Shell Finance: What does Zhiji think about product planning in the next step?
Tamia Liu:If the popularity is 0 to 100 points, brands such as Tesla and Volkswagen have 99 points, and brands that you have heard of have 80 points, then the popularity of Zhiji is only 40 points now. Next, we plan to raise the brand awareness to 80 points in three months.
In fact, from 2021 to now, we are observing which version the sales of mainstream brands like Tesla are mainly focused on. In the future, we will launch a version suitable for daily commuting in cities, that is, the 77kWh standard battery life Pure exclusive rear drive version.
Shell Finance: The listing of Zhiji LS7 coincides with the fierce price war of new energy. What do you think of this situation?
Tamia Liu:From an industry perspective, I personally think that the negative side of crazy price war is greater than the positive side. Crazy price reduction, crazy involution, and all kinds of mixed products madly grab the market, which is unhealthy competition. Moreover, products with insufficient quality are particularly irresponsible to users.
Compared with oil vehicles, the cognitive threshold of smart electric vehicles is relatively high. After all, the fuel vehicle has a history of 137 years, and it is well known by the industry, users and market. Intelligent electric vehicle is a clear track, but the cognitive threshold is relatively high, and a large number of brands and products flock in, which is not conducive to the development of the industry.
In particular, electric vehicles have high requirements for intelligence and motor quality. If they are simply electrified at a low price and level, in addition to their limited development, they will also make the market unhealthy. Maybe users don’t have a complete product understanding at first, and they will pay the bill in a short time, but there will never be a second time. The core is product strength. You must have lasting product strength before users will pay for your brand and products.
Definitely do not change the power to ensure the iterative speed of the battery
Shell Finance: Previously, Zhiji L7 had wireless charging function. What do you think of the fact that car companies built their own energy replenishment system?
Tamia Liu:For the time being, Zhiji LS7 has no open unlimited charging function. We mainly consider that the situation in each city is quite different. Because of the ground, residential environment and other reasons, many users’ parking spaces are not suitable for installing unlimited charging equipment. We are also optimizing this function, which has not been opened yet.
Regarding the energy-supplementing system, if the starting point of car companies is "I will do it if others do it", it will come to a dead end. Because charging is essentially an infrastructure operation, it is difficult for car companies to do heavy asset operation, so we still think that everyone should do their own professional things. Zhiji currently has charging piles available in the delivery center, but we will not blindly expand charging piles. I don’t think this is the field that Zhiji is good at.
Shell Finance: SAIC has joined hands with PetroChina and Sinopec to change electricity. Will Zhiji launch a model that can change electricity in the future?
Tamia Liu:Zhiji is very clear not to change electricity. There are many benefits, but there are also many challenges and limitations, which are mainly reflected in the basic aspects at present. Zhiji’s L7 and LS7 models are the thinnest in the current market segment. If the battery is changed, it needs to be standardized, and the battery should be 20mm to 30mm thick.
On the one hand, such a thickness will have a great impact on the shape, and it will also reduce the internal space of the vehicle. On the other hand, the iterative speed of the battery will be greatly limited. We believe that the technical reserve of battery cruising range has supported the cruising range of 1000 kilometers, and the mileage anxiety of users has been greatly reduced. There is no need for us to change electricity.
Beijing News Shell Financial Reporter Lin Zi
Editor Yue Caizhou
Proofread Liu Baoqing

How AIGC Remodels the Experience and Business Model of Interactive Narrative Games | "Game Day"

"Thursday will be a fixed game day, paying attention to the entertainment innovation brought by game technology and experience iteration. Welcome to contribute and communicate. Please see the end of the article for contact;For more game cases and technology application research, please pay attention to the brand account of Dongxi Entertainment Game Group.

Technical development has always been an important force leading the iteration of game products. With the more extensive application of AI technology in the game industry, new game tracks are gradually bred.

Recently, Hidden Door, an American startup company, announced its first product-Hidden Door, a social AIGC narrative platform, and announced that it had completed the financing of US$ 2 million, which was led by the European venture capital fund Northzone, followed by funds such as Makers Fund and Brooklyn Bridge Ventures, and Roblox CTO Dan Sturman also participated as an angel investor.

Hidden Door is a narrative game platform based on AIGC-related technologies. Through AI natural language generation technology, it stimulates the potential of players’ story creation and allows many players to take risks in stories aided by AI.

Hilary Mason, CEO of Hidden Door, said, "This project is mainly to create game narratives together, establish social connections among players, and enable anyone to create unique stories. The challenge is how to develop an AI system, which can not only allow AI to create with players, but also ensure the diversity and security of stories. "

Compared with game design, AI technology and algorithm are more critical factors for the success of this kind of AIGC narrative game platform. Hidden Door is not the forerunner of this track. As early as 2019, a similar product AI Dungeon appeared. However, due to the limitations of AI technology, AI Dungeon has already experienced risks such as uncontrollable AIGC content and insufficient security.

Although the technology is not mature enough before, AIGC has brought new mechanisms and experiences to the interactive narration of the game, and helped the game narration, which used to emphasize single-player experience, to be more closely combined with social play, thus giving birth to a new business model, thus attracting companies such as Hidden Door to explore and invest in this direction.

   

Hidden Door:

AIGC narrative game platform to create multi-person creation and social space

Founded in 2020, Hidden Door is a graphical multiplayer game platform, which uses AI to help players build a complete game narrative. Players only need to give a general world view framework and story outline, and then AI can complete the filling of NPC, items and other content.

The platform can store the world and stories built by players and AI, and players can play the roles in these stories, have a 2D virtual image, and manipulate the characters to travel and take risks in the world by inputting natural language commands.

The platform will be tested this year, but its game threshold is not high, and the natural language texts given to AI are only simple sentences. The first users are aimed at children between 9 and 12 years old.

Hilary Mason, founder of Hidden Door, believes thatDuring the epidemic, "desktop role-playing games such as Dungeons and Dragons are more popular than ever, and storytelling has become a popular social activity in games such as Roblox and Minecraft."

At the same time, in the process of accompanying children to tell stories during the epidemic, she found that narration was a challenge for ordinary people. Hilary Mason was inspired by this and chose to use AI to help players to build more interesting game narratives.

Hilary Mason believes that the value of introducing AI is mainly reflected in the release of narrative creativity of players. "Players may be inspired by an idea, but they will find that it takes a lot of work to create stories around it."

In order to better understand the Hidden Door product, Hilary Mason compares the game experience of this product with the board game Dungeons and Dragons.The role of AI in the game is similar to that of DM(Dungeon Master) in Dungeon and Dungeon.

Dungeons and Dragons is a classic desktop role-playing game, which is regarded as the predecessor of electronic role-playing games. With a complete set of rules of the game, players play the role of adventurers to participate in the game, relying on paper and pen to record the values and equipment props of the role, telling the players their actions in oral language, and then deciding whether the action is successful by rolling the dice.

Because each game of Dungeons and Dragons is based on the existing complete world view and story, and the behavior of the characters is completely based on the player’s dictation, the game has a high degree of freedom, and the role of DM is to respond to the player’s behavior according to the rules of the game and the story.

For example, before cleaning up the monsters outside the city in the main plot, the player chooses to ask the help of the Lord in the city, while DM will play the role of the Lord, and decide to give the player more or less assistance according to whether the Lord is stingy in setting.

Back on the Hidden Door, AI plays the role of an auxiliary builder of plot and world view, and at the same time replaces the original role of DM, which can help players to free themselves from complex creation and rules and fully devote themselves to the game.

In other words, the creativity of the story comes from people, and AI is more like a helper. When the player is exploring the game, AI is responsible for perfecting the overall story structure, filling in the gaps in the world view and describing the details of the story. When players lack the ability of narrative rhythm, story tension and conflict management, they can also be supplemented by AI.

However, this also means that products like Hidden Door have high requirements for AI’s natural language ability and data processing ability.

Hilary Mason is a data scientist herself. She founded Fast Forward Labs, an AI research company. The company’s first research was about natural language generation. Matt Brandwein, another founder of the company, was the product leader of Cloudera, a data platform company, providing AI and data service support for companies such as eBay and Nokia.

   

AIGC narrative game platform technology and mode iteration direction;

More controllable and visual

In fact, Hidden Door can be regarded as the second generation AI narrative game platform, and a similar product named AI Dungeon appeared in 2019.

AI Dungeon is developed by Latitude, a startup company, and is based on the rules of the game similar to Dungeons and Dragons, but it is different from Hidden Door in the game mode. If Hidden Door is an "expansion" in the player’s mind, then AI Dungeon is a "continuation".

AI Dungeon is like a novel written by a player and AI. In the game, there are only words without any graphics. The player is responsible for inputting simple sentences to control the actions and dialogues of the characters, while AI is responsible for the subsequent plot development of the player’s text.

AI Dungeon’s text generation technology is completely based on the GPT model released by OpenAI. AI Dungeon attracted more than 100,000 players within a few months after the official version was launched in December 2019. To this end, OpenAI also provided a professional version for Latitude, and promoted it as a successful product of commercialization of GPT model.

GPT model has now developed to GPT-3, which has become an important technology of AI narration in many games. In the VR game "Modbox", there is already a test version that applies GPT-3 to NPC characters and can have a simple conversation with players.

However, this technology has not been installed in Modbox, because OpenAI has not been authorized to open GPT-3 in the game field on a large scale. One of the important reasons behind it is that GPT-3 still has certain limitations, and some disadvantages have been highlighted on AI Dungeon.

First, it is uncontrollable.. As an AI text generation technology, GPT-3 does not have a sense of morality, and there is no criterion for judging whether the generated text is suitable for players of all ages. In addition, under the game mode of AI Dungeon’s "continuation writing", AI can easily produce illegal and pornographic content under the deliberate guidance of players. This problem began to spread on a large scale in 2021 and caused a bad influence on AI Dungeon.

Second, there are stereotypes.The machine learning of GPT-3 is completely based on the information of the whole Internet, and is influenced by various stereotypes on the Internet. This problem of GPT-3 was publicly discussed at a seminar held by researchers from OpenAI and Stanford University in 2020, but no good solution has been found yet.

In order to solve the above two problems, AI Dungeon had to launch a new filtering system in May, 2021, but the mechanism of this system was extremely rude. In order to prevent child pornography, even the word "five years old" was once not allowed to appear in the game. Moreover, this system has also been pointed out that there is a problem of reading the information of the player’s equipment, and there is a risk of information leakage.

Hidden Door realized the limitations of GPT-3 model, and even published a blog post in official website to point out the problems of GPT-3.On the basis of the first generation AI narrative game platform AI Dungeon, we choose to iterate in the directions of natural language generation technology, game mode and game graphics.

First of all, based on the natural language generation technology accumulated by Hilary Mason in Fast Forward Labs, Hidden Door has developed a new narrative game engine, has an independent machine learning training model, and has set a safer content production standard.

Secondly, it is also the difference of the game mode mentioned above. Hidden Door expands according to the outline provided by the player, which is more controllable.

Finally, AI Dungeon is the expression form of pure words, while Hidden Door introduces the visualization form of 2D graphics generated by AI, which is more intuitive in presentation form.

How AIGC Remodels Interactive Narrative Games

Experience and business model

In recent years, the game has become an important scene where the concept of AIGC has landed, and it covers many dimensions from game development to player play.

Among them, from the current development stage of AI technology, AIGC is closely related to game narrative. It is mainly embodied in shaping a brand-new narrative experience in traditional 3A games, but when it falls into a broader category of interactive narrative, it will bring new inspiration to this category to open up social gameplay and business models.

In fact, as the open world becomes more and more complex, there may actually be thousands of NPCs in a world, but most of them are ordinary passers-by. Some games are trying to make every NPC play a role in the game narrative, and choose to introduce AIGC for this purpose, so as to make the stories of these NPCs intertwined.

For example, in 2021, Ubisoft released Watchdog: Legion, which is a game without a protagonist. Players can play any NPC in the game. Ubisoft, through the self-developed aLiVE group AI system, gives NPC in every city independent personality, ability, life, story and interpersonal relationship, and each NPC has high interactivity and coherence.

You saved an NPC’s life one day, and then that NPC’s friend may give you a helping hand. You see a pickpocket NPC at the gate of the subway station. After a while, you may see him running away after the police. Thanks to the diversity of NPC AI, each player often has a unique game narrative experience in Watchdog: Legion.

From the point of view that the interactive narrative of the game extends to the whole interactive narrative category, the emergence of AIGC narrative game platforms such as AI Dungeon and Hidden Door has actually opened up more social gameplay and business models for interactive narrative games.

Interactive narrative games have accumulated in the European and American markets for many years, especially in the European and American mobile game market, there have been head products such as Episode》《Choice that have developed for many years and have a stable audience. Among them, "Episode" has the best commercial performance and is stable in the top 60 of the best-selling list of iOS games in the United States. This category of track has even attracted China manufacturers to go to sea, such as "Chapters" launched by Chinese online, which ranks among the top 200 best-selling products.

Episode, as a representative old-fashioned product, provides a game platform for players to play and create interactive stories, mainly for young female users. The platform now has 150,000 stories, totaling more than 10 billion story views. In Episode, the story is mainly presented in the form of role dialogue, supplemented by simple CG and animation. Players can connect different stories by choosing different answers in each conversation.

However, the limitations of Episode are becoming more and more obvious. Its gameplay is completely a single story experience, and its social attributes are relatively weak. Players use the built-in UGC creation tools to share their own stories or discuss them on the built-in social network. In terms of business model, Episode takes the common form of free and in-house purchase. Players need to wait for several hours to unlock new chapters, otherwise they need to spend money to unlock them directly. In addition, special options and story lines in some stories also need to spend money to unlock them.

Products such as AI Dungeon have explored some new paths in interactivity, sociality and business model because of the addition of AI technology.

For example, in games such as Episode, the interactivity is reflected in the fact that players can enter different story branches according to different choices, but on the whole, the story is linear and fixed, which cannot support multi-person participation.

And "AI Dugeon" has developed an AI model to deal with multiple players through AI technology, which can give feedback on the interaction of different players. In the business model, AI Dungeon provides more advanced AI models as value-added services to players, such as smarter monster AI models. In the traditional RPG game, Krypton’s pet has a numerical advantage over the free player’s pet, but in AI Dungeon, it is characterized by higher intelligence and stronger interaction.

Of course, due to the immaturity of AI technology, players of "AI Dugeon" need to interact with AI in turn, which greatly slows down the overall game rhythm, and when there are too many people, data confusion often occurs, resulting in poor experience.

Therefore, it can be said that at present, the experience upper limit of this kind of AIGC narrative game platform is mainly determined by the AI technology level, and the more preferred productization idea can make up for the experience to some extent, which is also the exploration direction and operational space of Hidden Door as a new generation product.


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Jingdezhen Ceramic Research Institute: Building a New Platform for Foreign Cultural Exchanges and Adding New Force to International Economic and Trade Cooperation

  Cctv news  Ceramics is an important business card of Chinese civilization and an outstanding representative of China’s excellent traditional culture. Jingdezhen is famous for its Millennium porcelain capital and the main starting point of the Maritime Silk Road, and has become an important bridge to promote the exchange and mutual learning of world civilizations and continuous progress. 

  The new era gives a new mission, and the new journey calls for new actions. With the establishment of relevant institutions in Jingdezhen National Ceramic Culture Heritage and Innovation Experimental Zone, the first stop of Jingdezhen Ceramic Research Institute has taken a solid step in foreign cultural communication and exchange.

  In order to further promote the ceramic culture, tell the story of China, and create a new platform for Jingdezhen ceramic culture to exchange and display with other countries. On December 23rd, a media meeting was held in Nantong for the "China Nantong First Centennial Jingdezhen Famous Ceramics Exquisite Exhibition" (hereinafter referred to as the "Exhibition") co-sponsored by Jingdezhen Ceramic Research Institute, Nantong Jinshitang Herbal Technology Co., Ltd. and Jingdezhen Famous Ceramics Research and Production Center.

  The exhibition will be held in the exhibition hall of Nantong Newspaper Media Group from December 25, 2021 to January 23, 2022, and will focus on the inheritance and innovation of Jingdezhen ceramic art in the past 100 years.

  Yin Guoguang, former secretary of Jingdezhen Municipal Party Committee and former vice chairman of Jiangxi Provincial Political Consultative Conference, said in his speech that this exhibition is a fine, comprehensive, more artistic and highly collectible exhibition in Jingdezhen’s previous exhibitions at home and abroad, which will make ceramic lovers in the Yangtze River Delta and at home and abroad know more about the quintessence of Chinese art and Jingdezhen.

  According to reports, more than 300 exhibited ceramic works recommended by Jingdezhen Ceramic Research Institute are artistic, collectible, scientific and practical. It is worth mentioning that this exhibition not only has ceramics, but also nearly a thousand pieces (sets) of Jingdezhen’s unique artistic furnishings porcelain, tableware and tea sets appeared at the exhibition site, and Qi Li created a cultural feast that people can’t forget.

  Wu Lang, Party Secretary and President of Jingdezhen Ceramic Research Institute, said that the exhibition aims to promote ceramic culture, strengthen and promote cultural exchanges between Nantong and Jingdezhen, and enrich the cultural life of Nantong citizens. At present, Jingdezhen is committed to promoting cultural and international exchanges, economic and trade cooperation, and creating a new brand of cultural exchanges. Jingdezhen will become an international porcelain capital that will let the world know China and Jiangxi.

  Porcelain is the root vein of Jingdezhen, the Millennium porcelain capital. Jingdezhen ceramic artists interpret the charm of the collision between "earth" and "fire" with unique language and the core of the times, and show the elegance of contemporary Jingdezhen ceramics to the world with exquisite skills and dedication, so that more people can hear, see and feel the prosperity and development of ceramic art in the Millennium porcelain capital through this exhibition.