News: The average movie ticket price in 2022 is 42.21 yuan.

The average ticket price of summer movies in 2022 was 39.07 yuan, up about 7% compared with 36.37 yuan in 2021, which was the highest average ticket price since 2014.

Up to now, the average movie ticket price in 2022 was 42.21 yuan, a significant increase from 40.29 yuan in 2021, and an increase of 14% compared with 2019 before the epidemic. In first-tier cities, the average ticket price of summer movies in 2022 is as high as 47.49 yuan.

The average ticket prices of summer movies in second, third and fourth tier cities are 38.68 yuan, 37.11 yuan and 37.33 yuan respectively.

Compared with the same period in 2020, the average ticket price of movies in third-and fourth-tier cities has increased by about 15%.

Box office data comes from the lighthouse platform.

# Movie News #

 [A Sword Draws Out of its Sheath 2] Exposes new stills, and Norton appears.

The film is directed by rian johnson and starring daniel craig’s return.

There are also kathryn hahn, Dave Batista, ethan hawke and Edward Harrison Norton;

Kate hudson, Madeleine Klein, Jessica Henwick, etc.

It will make its world premiere at the Toronto Film Festival in mid-September, and serve as the closing film of the 66th BFI London Film Festival, which will be launched on Netflix on December 23rd.

Quentin called Truffaut an amateur.

Quentin tarantino’s views on Franç ois Truffaut’s films.

"Claude Chabrol’s thriller is much better than Truffaut’s Hitchcock film.

Truffaut’s movies are terrible. I’m not a Truffaut fan anyway. Of course, there are some exceptions, such as the story of Adele Hugo.

But in most cases, I feel the same way about Truffaut as I do about Edward D. Wood Jr.

I think he is an amateur who is full of blood and loves to tinker. "

Emma thompson returns to the Oscar front.

Since last year, Academy of Motion Picture Arts and Sciences has realized "full self-help" for college members to watch movies online.

That is, members can watch movies through the digital projection room of the college, without having to "wait" for the awards season DVD of major distributors as in previous years.

Of course, not every film can go online on the platform. Publishers need to pay $12,500 for each film before members can see the film on the platform. The first film on the platform of the Academy this year is [Good luck, Rio Grande].

That’s right, this searchlight film was directly launched in Hulu on June 17 because of the epidemic, and it was not released offline.

According to the new selection rules adjusted by the Academy for the 95th Academy Awards, films must be shown in North American cinemas for at least 7 days before they can be eligible to participate in the evaluation. [Good luck, Leo Grande] obviously does not conform to the rules. However, the searchlight appealed to the college that they made the distribution plan according to the selection rules that allowed streaming media to participate in the Oscar during the old epidemic period, which did not make cinema distribution. Now it is unfair to the film itself to change the rules.

The college finally agreed to give up the requirement of 7-day cinema release, and [Good luck, Rio Grande] was qualified to participate in the competition, and emma thompson returned to the front.

 Guillermo del toro tweeted praise [determination to break up]

"Park Chan-wook created a black story version of [Crazy Love] with great skill.

It’s like writing in James M. Cain’s way.

Irresistible conflict, unavoidable attraction. Romance, tragedy and creativity. Absolute movies and passion. "

▷ “Mildew won the VMA Music Video Award of the Year.

Taylor Swift’s music short film [Memories Too Clear] won the VMA "Music Video Award of the Year".

At the same time, she also officially announced that the new album "Midnights" will be released on October 21st. The album will tell the story of 13 sleepless nights in his life. In the next award season, Mumei will also bring this short film adapted from the song of the same name [the memory is too clear], which will impact the nomination of the 95th Oscar for Best Live Short Film Award.

Brendan fraser’s new film released.

According to the organizing committee of the 79th Venice Film Festival, the main competition unit new film [Whale], directed by darren aronofsky and starring brendan fraser, was shot in an apartment.

The film is adapted from Samuel D. Hunt’s stage play. Charlie, an English teacher, gives up his family for the same-sex man and becomes estranged from his daughter.

After the death of his lover, Charlie chose to vent his grief by overeating, weighing 600 pounds, and he also tried to re-establish contact with his 17-year-old daughter.

Liu Zhuen passed away

Actor Liu Zhuen wrote a suicide note and made an extreme choice. He died on August 29th at the age of 27.

She wrote:

"I really want to act, but it’s not easy. Acting is all I have and a part of me.

But life is too difficult. I am very grateful to all those who love me and those I love. "

Liu Zhuen has appeared in film and television works such as Korean Survival and Dalin.

R.I.P.

 Korean version [Invisible Guest] publishes posters.

The Korean version of the remake of the Spanish hit movie [Invisible Guest] released a finalized poster.

This film is starring Ji-seob So, Jin Yunzhen and Nana, and directed by Jong-seok Yoon ([Sea Boy]).

Telling the story of the man accused of being a murder suspect in the secret room and his lawyer approaching the truth of the incident will be released in South Korea on October 26th.

 Ryohei Suzuki, Gong Ze ice fish love movie preview announced.

Ryohei Suzuki, Gong Ze ice fish starring LGBTQ romance [egoism] released a preview.

The film is directed by Daishi Matsunaga and adapted from Takayama Shin’s autobiographical novel of the same name.

Hirosuke (Ryohei Suzuki) died when his mother was 14 years old. When he came to Tokyo to become a fashion editor, he used gorgeous clothes as a disguise until he met Longtai (Gong Ze Iced Fish) who didn’t know the beauty.

The film will be released in Japan in 2023.

Depp said he needed a job.

Johnny Depp dressed up as a "Moon Man" and made a digital appearance at this year’s MTV Music Video Awards Ceremony.

"I need this job. I can come to your birthdays, bar mitzvahs, weddings and any activities you need. "

This is also Depp’s first public appearance since winning the libel case in June.

▷ Hidden in the dust, the box office broke 30 million

[Hidden into the Dust] On the 53rd day of its release in mainland China, the box office finally exceeded 30 million.

Thanks to the phenomenal discussion on various platforms in recent days, the box office of this film, which was launched on the video platform on August 9, suddenly picked up sharply last weekend.

Douban score rose to 8.5, and the total box office forecast has exceeded 51.5 million yuan. 

As of 9: 30 on August 29th, the total box office (including pre-sales) of China’s summer file in 2022 exceeded 9 billion.

[Walking Alone on the Moon] 2.861 billion, [Life Events] 1.708 billion, [Jurassic World 3] 1.060 billion, ranking the top three in the summer box office.

Box office data are from Cat’s Eye Professional Edition.

Poster of naomi watts’s new film announced.

A remake of the English version of the Austrian psychological thriller of the same name [Good night Mommy] released its first poster.

The film is starred by naomi watts and the twin boys Cameron Roviti and Nicholas Roviti in Big and Small Lies.

Directed by Matt Suo Beier and written by Kyle Warren, it will be launched in Prime Video on September 16th.

The story tells that the twin brothers welcome their mother back after the operation, but the woman’s behavior with bandages all over her face becomes more and more unstable and abnormal, and the twins begin to think that she is an impostor.

Their doubts triggered emotional psychological games and misunderstandings between mothers and children, which finally triggered irreparable and heartbreaking consequences.

After many twists and turns, MGM [Ben Xu] casting

The initial casting of MGM’s Return to Blood [Ben Xu] was very tortuous. Actors including Marlon Brando, paul newman and burt lancaster refused to perform for various reasons.

For example, Newman refused to show his thighs, while Lancaster thought the script was boring and conflicted with his beliefs.

Only Kirk Douglas was eager to try, but MGM didn’t think he could play Ben Hur. So when Charlton Heston decided to play Ben Hur.

Director william wyler told MGM that he hoped Kirk Douglas could play Misala, Ben Xu’s good friend and old enemy and tribune.

This time, however, Douglas turned down MGM with great courage.

#TV message #

Ryoko Fujino, Aoki pomelo new drama preview announced.

The announcement of Amazon LGBTQ Japanese drama Beyond Language (モァザンワーズ, temporary translation).

The play is starring Ryoko Fujino, Aoki Pomelo, Nakagawa Daisuke and Kaneshiro.

Moka Kamishiraishi and Takumi Saito made guest appearances.

The play consists of 10 episodes and revolves around four protagonists. As time goes by, the friendship between the four people finally turns into love.

The play will be launched on September 16th, Prime Video.

▷ Kim Go Eun and Wei Huajun’s New Drama Preview Announced

"Little Ladies" starring Kim Go Eun, Nam Ji Hyun, Park Chihou and Wei Huajun released a formal preview of traditional Chinese characters.

Directed by Jin Xiyuan (Vincenzo), the play revolves around three sisters who are poor but very friendly, and they will have to fight against a famous family with strong financial resources.

The show will be launched on Netflix on September 3rd.

▷ Portman’s new play was stopped because of violence and extortion.

For the first time, Natalie Portman got an electric shock on the small screen. The filming of Apple’s new drama "Woman in the Lake", starring and acting as a producer, has been stopped due to the threat of violence and intentional extortion by local people. At about 4 pm on Friday, several Baltimore locals repeatedly threatened the producers and tried to blackmail them, saying that if the crew kept filming, they would shoot people, and as long as they paid $50,000, there would be no trouble.

The producer refused to pay and decided to stop shooting and change the shooting location. At present, the new shooting time has not been decided. The play was directed by Alma Har’el, and the actors included Moses Ingram (Obi-Wan), Noah Jupe, Haller and Derry Ryan. The story is adapted from a novel of the same name written by Laura Lipman.

In Baltimore in the 1960s, an unsolved murder prompted the housewife’s mother Maddy (Portman) to return to her life as an investigative journalist.

Then she meets cleo (Gram). cleo is a hard-working woman. She has to take care of motherhood and many jobs, and she is full of enthusiasm for advancing the agenda of black progress in Baltimore.

Which is more powerful, Weilai ET7 or Xingtu Lingyun?

Weilai ET7 is equipped with a dual-motor four-wheel drive system, with a comprehensive maximum power of 480kW and a peak torque of 850 N m. According to official data, its 0-100km/h acceleration time is only 3.9 seconds, showing amazing power performance. In terms of batteries, Weilai ET7 offers three battery packs: 70kWh, 100kWh and 150kWh. Among them, the 150kWh battery version of NEDC has a cruising range of 1,000 kilometers, which has both power and endurance, bringing drivers the ultimate driving pleasure and confidence in traveling.

In contrast, Xingtu Lingyun has a bright spot in power configuration, equipped with a 2.0TGDI engine, with a maximum power of 187kW, a peak torque of 390N·m and an acceleration time of 7.7 seconds from 0 to 100 km/h. Although this performance is excellent enough, compared with Weilai ET7, Xingtu Lingyun is slightly inferior in power output and acceleration performance. However, Star Way Lingyun has a good performance in fuel economy and smoothness, which is suitable for consumers who pursue a balanced driving experience.

Weilai ET7 undoubtedly shows a more powerful performance in power configuration, which provides drivers with a more extreme driving experience, both in acceleration performance and endurance. On the other hand, Xingyu Lingyun has found a good balance between power and economy, which is suitable for drivers who pursue practicality and comfort.

It is recommended that you refer to their engine power, torque, 100 km acceleration time and other parameters. Or you can personally go to the dealer for a test drive and experience the dynamic performance of the two cars.

The Oscar movie handbook "The Phantom Sewer" is Lewis’s "swan song"?


On the occasion of the 90th anniversary of the Oscars, 1905 Film Network and China Film Report, together with 12 senior film critics (11 were present in this issue), launched the Oscar Film Handbook, which gave exclusive and authoritative ratings and comments on the nine films nominated for the best film this year, so that fans of all departments could know and participate in the annual Oscar feast for the first time.


This manual will be continuously updated from February 27th to March 3rd, and the fourth issue will bring you scores and comments. If you want to know all the ratings of 9 nominated films by 12 senior film critics in China, please continue to pay attention to China Film Report WeChat WeChat official account.


What fans are worth looking forward to is that at 7:00 on March 5, 2018, the 1905 movie network will broadcast the Oscars live all the time. This is the best gift for fans and also a feast for the giants of movies.


The 11 senior film critics invited by the Oscar Film Handbook (in no particular order) are:


Chen Shiya, Executive Editor of Global Screen

Zeng Nianqun, Executive Editor of Youth Film Handbook

Deputy Editor-in-Chief, Content Department, Laoyang Time Network

Editor-in-Chief of Xiaoqi Iqiyi Film Channel

 Editor-in-Chief of A Lang’s Watching Movies magazine.

Zhou Liming film critic

Sairen film critic

Cui ting film critic

Red fish film critic

Yabo’s Gun Draft

Qi Zheng’s China Film Report is an international senior editor.


Scoring rules: Each shortlisted film is divided into seven items: director technique, script, art direction, photography, editing/sound editing, soundtrack/sound effect and performance, with a score of 5 for each item and a total score of 35 points.


The Phantom Sewer


Director: Paul Thomas Anderson

Screenwriter: paul thomas anderson

Starring: Daniel day-Lewis / Vicky Krieps / Lesley Manville /Camilla Rutherford

Type: Plot/Love

Producer country/region: USA

Language: English

Zeng Nianqun (Executive Editor of Youth Film Handbook):


Similarly, The Phantom Sewing Man is not a sweet love in the traditional sense, but a niche and strange feeling with a slant sword. The love struggle between the hero and heroine in the film is like an emotional war, with extraordinary aggressiveness and explosiveness. When the two sides of love seek a new self through the attack of love, everything that is used to it is subverted by the war of love. The difference is that war is destructive, and the result of this love war is win-win. Despite the high degree of completion of the film, there are many touching scenes, but the sadomasochism in it still makes me unable to digest, and there is an uncomfortable feeling of foam crossing the wet glass.


Zhou Liming (film critic):


Although this film is dominated by Americans, it shows the elegance and texture of British films. The rhythm of not being slow and not getting sick, because of the excellent performance, is also quite interesting. The theme of the film is the uniqueness of artistic genius and how to get along with such people, but the excavation is not deep.


Sai Ren (film critic):


The film with the least ambition in this year’s Oscar is estimated to be just running with you in the end. It does not resonate with the grand sense of home and country, but in the love mode that should be tailored to suit one’s own circumstances, it has entered the wrestling of control and anti-control to fight poison with poison. Although the story is quite dangerous, it is Anderson’s most calm film in recent years. This is also a pan-political film, that is, the position of slaves and masters may change at any time. A large number of pure white color blocks are processed, which has a lazy dying breath. Lewis stayed in his daughter’s country for a long time. He thought he could lead an honest and clean life. Unexpectedly, he often walked by the river, and there were no wet shoes. What makes me dissatisfied with the film is that it lacks more interesting details. It is too solid and neat.

Yabo (Gun Draft):


As Daniel Day-Lewis’s farewell work (or perhaps another empty shot), The Phantom Sewer makes a tailor’s love story both classical and gloomy. PTA mirror and music complement each other, making the whole film like an oil painting with profound skills, which not only presents a full aesthetic feeling as a whole, but also makes the details very exquisite. But this movie is like an unbalanced Chinese costume. From the outside, it looks good in style, which can reveal face. It is just that there are some simple linings, morbid love can never find a way to penetrate people’s hearts, and elegant characters lack rich inner world.


Chen Shiya (executive editor of Global Screen):


As a farewell work of Daniel Day-Lewis, a great acting artist, The Phantom Sewer is an out-and-out topic movie among fans and media practitioners. Although the director paul thomas anderson’s performance is not as good as that of The Master, among the nine nominated films, The Phantom Sewing Man is probably the most mature one, so that the bizarre love-hate entanglement between a high-end garment tailor and a restaurant maid continues the eternal loneliness of human beings and the complex theme of "Others are hell" in Anderson’s films in a glamorous picture. Unfortunately, Lewis’s performance this time is not as brilliant as that in "Blood Will Come".


A Lang (editor-in-chief of Watching Movies):


The greatest charm of the film is the naivety of love, which is embodied in the form of beauty, just like the protagonist’s tailor’s career, his coldness and arrogance are beaten back to the original shape in the face of love. At the same time, the film also shows another essence of love, which is possessiveness and control. Love is an extreme way of human nature, which has too many collisions with human nature, and also the ultimate way to embody human nature in the form of beauty after colliding with things. Daniel Day-Lewis once again contributed his own performance height. On this planet, he is the king of performance.

Xiao tuo (editor-in-chief of iqiyi movie channel):


The victory of classicism and the perfect display of the retro trend in the 1950s on the big screen have recreated a beautiful fashion world. Taking the love story as the line, it tells the crazy game and control in their relationship, and the extreme collision between beauty and ugliness. Actors are of course the biggest highlight. This year’s Oscar is a big year, right? Daniel Day-Lewis continues to make people want to stop.


Lao Yang (Deputy Editor-in-Chief of Time Network Content Department):


If we simply analyze the story, paul thomas anderson’s new work is really nothing new. A young woman from a lower class comes to a noble family and falls in love with an artist with super control. You can imagine the contradictions and conflicts about class differences and gender differences, and you can see them more or less in the movies.


What makes this film outstanding can be summed up by a "cinematic sense" that is difficult to explain clearly in one sentence, including photography, soundtrack, lens language, costume design, and Daniel Day-Lewis’ divine performance. Paul thomas anderson "studied under" robert altman, who is an anti-tripod figure in the American independent film industry. His strength has been proved by several works such as Blood Will Come, Master, etc. This time, Anderson has returned from abstruse to simple, and his skill is still good.


Red fish (film critic):


The rare work of "Dojo in a snail’s shell" in this PTA film, although the pattern is small, the gas field is still Anderson-style deep depression, and I will never give up until I tell the horror of a story. However, compared with other PTA films, this film is still a little fresh after all, and it can’t satisfy the fans who are dumped by the forces that dare to question and even violate everything in "Blood is Coming" and "Master" — — Perhaps, I can’t satisfy Daniel Day Lewis. Such a role is obviously not suitable as the last farewell performance of his radiant pre-screen career. I guess he will come back again.

 

Cui Ting (film critic):


Paul thomas anderson’s film is a little short of material selection. It is a relatively literary film, which is a bit boring and lacks the feeling of surprise. By comparison, it is almost better than Hehe. It was this close that made it difficult for the film to win important awards. Not surprisingly, The Phantom Sewer was nominated for best actor, and Daniel Day-Lewis won the Oscar for best actor three times. But this year, Gary Oldman was so good that Daniel didn’t have a chance this time.

 

Qi Zheng (international senior editor of China Film Report):


PTA never lets fans down, and his control of stories has a fascinating temperament. It is a thorough examination of human nature, a divine question, and the courage to subvert everything. This film is the most understandable of all his works, and the smallest in pattern, but it still doesn’t disappoint the audience. Even when you see the end, you suddenly realize that this is paul thomas anderson’s directing art.


In the first 30 minutes of the film, paul thomas anderson made the film exude classicism and elegance by using film techniques similar to "showmanship". In the middle of the film, the audience may once think that the quality of the film will decline, but the director buried all his strength at the end. He discussed the completely different possessiveness of men and women for love with absolutely unique character settings. Lewis pursues the completeness that love gives him in pain and struggle, and Vicky Krieps interprets the possessiveness of the hostess and a little deformed love.

Weibo: fast technology official

One,Introduction: ASUSMaximus XI HeroTo escort. Go on.i9-9900KUnfinished test 

At 21:00 on October 19th, i9-9900K was officially released, and we started the related evaluation simultaneously in the fast technology industry. However, due to the extremely limited testing time, we only did some simple basic tests, and now the complete evaluation has finally arrived!

Feel the charm of overclocking! Evaluation of ASUS ROG Maximus XI Hero motherboard

In order to ensure the evaluation quality and deeply tap the potential of i9-9900K, we replaced the motherboard of the test platform with Maximus XI Hero, the top ROG player country of ASUS.

Player country is a super-stable platform customized by ASUS mainly for games and overclocked players. Since its birth, it has been constantly introducing amazing ideas and creativity, and constantly breaking all kinds of overclocking world records. In the past 12 years, the motherboard products of the player country have experienced numerous storms and finally become a generation of kings.

Feel the charm of overclocking! Evaluation of ASUS ROG Maximus XI Hero motherboard

On October 8th, as a supporting motherboard chip for i9-9900K — After the Z390 chipset was released together with the 9th generation Core, ASUS also released three motherboards of player country series simultaneously:Maximus XI FORMULA, Maximus XI GENE of MATX version and Maximus XI Hero(WI-FI). And what we get from fast technology is Maximus XI Hero(WI-FI).

Although Maximus XI Hero is not the top model in the player’s country series, it is not much different from FORMULA in terms of specifications. It adopts 10-phase super alloy digital power supply, comes standard with the top SupremeFX sound module in the player’s country, and can support DDR4 memory with the highest frequency of 4400MHz+.

At the same time, in order to facilitate overclocking novices to enter the overclocking world more easily,Maximus XI Hero also introduced the latest AI intelligent overclocking technology. Players can easily check the overclocking constitution of CPU, the voltage required at various frequencies, etc. in BIOS, and can also set more reasonable parameters to restart after overclocking failure.

Compared with the previous generation of Z370 chipset, the main changes of Z390 are that the chipset natively integrates Wireless-AC Wi-Fi and Bluetooth 5.0, natively supports SDXC expansion card (SDA 3.0), and natively supports six USB 3.1 Gen.2 interfaces. These functions can only be supported by a third-party chip, or an expansion card can be directly purchased and plugged into the motherboard. Maximus XI Hero(WI-FI) has built-in Intel’s top 9560 AC wireless network card, which can provide the highest wireless connection rate of 1733Mbps.

ASUS Maximus XI Hero motherboard parameters are as follows

Feel the charm of overclocking! Evaluation of ASUS ROG Maximus XI Hero motherboard

 

This test will mainly be carried out from the following aspects:

1. Overclocking potential of i9-9900K and performance after overclocking:

9900K itself has a strong performance, so how far can it overclock, how much improvement can it bring after overclocking, and whether such improvement is worth our efforts.

2. Temperature and power consumption after overclocking:

In the initial evaluation, the power consumption of 9900K silent frequency has far exceeded that of the previous generation of 8086K, so how much power consumption will it reach after overclocking?

3. Test the requirements of 9900K for radiator.

We will test two air-cooled radiators and one water-cooled radiator to see what grade of radiator can meet 9900K K.

4. Test whether B360 motherboard can completely release all the performance of 9900K:

In fact, most players are not interested in overclocking. In the past, the mid-range B-series motherboards with top processors were very good cost-effective combinations. So, in the 9th generation of Core, can B360 motherboards fully play the performance of the processor when they are matched with 9900K?

In addition to the above, we will also make a brief introduction to the overclocking tutorial, hoping to help players with corresponding needs.

 

Second, a good horse with a good saddle! Appreciation of ASUS Maximus XI Hero motherboard

This time with ASUS Maximus XI Hero motherboard! I9-9900K Detailed Evaluation

There are two versions of ASUS ROG Maximus XI Hero motherboard. We got the one with integrated Wi-Fi. The wireless network card model is Intel AC-9560, which supports 802.11ac protocol and Bluetooth 5.0.

This time with ASUS Maximus XI Hero motherboard! I9-9900K Detailed Evaluation

The CPU slot hasn’t changed much, and the LGA1151 interface type is still adopted. The conscience lies in that in addition to supporting nine generations of Core processors, backwards compatibility has eight generations of Core processors.

This time with ASUS Maximus XI Hero motherboard! I9-9900K Detailed Evaluation

The power supply part of CPU adopts 8+2-phase power supply design, 8-phase CPU core and 2-phase memory.

External 8+4pin power supply access, the specification is slightly stronger than ROG Maximus X Hero of Z370 chipset. The flatter power input interface can effectively share and reduce the temperature of the power line under the high load of the processor, which is specially designed for the CPU with explosive power consumption of 9900K K.

This time with ASUS Maximus XI Hero motherboard! I9-9900K Detailed Evaluation

Close-up of original power supply area. The MOSFET adopts SiC639 MosFET from Vishay Company, which adopts the integrated design of NexFET integrating upper and lower bridges, with extremely low internal resistance, and each MOSFET can output 50A current. 8-phase core power supply means that it can provide 500W input power for 8 CPU physical cores at most, and 2-phase core display power supply.

The capacitor adopts the Japanese Fujitsu MIL series black gold solid-state capacitor, which can work for a long time at a high temperature of 105 degrees. Each phase of power supply is also equipped with a MICRO FINE powdered superalloy inductor.

This time with ASUS Maximus XI Hero motherboard! I9-9900K Detailed Evaluation

DIGI+ EPU ASP1400CTB VRM (digital power supply) controller, which can accurately control the voltage.

This time with ASUS Maximus XI Hero motherboard! I9-9900K Detailed Evaluation

The heat sink in the power supply area of Maximus XI Hero motherboard weighs nearly 300 grams and is connected by heat pipe, which can effectively and evenly share the heat generated by MOSFET.

This time with ASUS Maximus XI Hero motherboard! I9-9900K Detailed Evaluation

In terms of expansion slots, it is equipped with three PCI-E x1 slots and three PCI-E x16 full-size slots, of which the upper two are directly provided by the CPU, which can work in x16 or x8+x8 mode, and the super-alloy reinforcement technology is used, which can reduce the damage to the slots caused by users when plugging in and unplugging the graphics card, and is also beneficial to stability.

This time with ASUS Maximus XI Hero motherboard! I9-9900K Detailed Evaluation

In the audio part, SupremeFX sound module and S1220 decoding chip, which have always been used in the player’s country, support 120 dB stereo playback output and 113 dB SNR recording input, and the decoder is wrapped in a metal EMI shield.

The circuit part is equipped with professional nichicon audio capacitor, Sabre Hi-Fi ES9023P converter and Texas Instruments RC 4580 amplifier, which supports CD-level sound quality playback up to 32-bit/192kHz.

This time with ASUS Maximus XI Hero motherboard! I9-9900K Detailed Evaluation

Four ruggedized DIMM memory slots for up to 64GB capacity. In terms of frequency, the lowest 2133MHz can support the highest 4400MHz.

This time with ASUS Maximus XI Hero motherboard! I9-9900K Detailed Evaluation

This generation of Z390 motherboards are all six SATA3.0 interfaces, but most people don’t need more SATA devices.

This time with ASUS Maximus XI Hero motherboard! I9-9900K Detailed Evaluation

The integrated I/O backplane is not only convenient to install, but also provides strong anti-static ability, with built-in Clr CMOS buttons and BIOS Flashback buttons.

Interfaces include 1xPS/2, 1x HDMI 2.0, 1x DP, 2x USB 2.0, 2x USB 3.1 Gen1, 4x USB 3.1 Gen2 (one of which is a Type-C interface), 1x RJ45 gigabit network port, 2xWiFi wireless interface, as well as an S/PDIF optical fiber interface and five audio jacks.

This time with ASUS Maximus XI Hero motherboard! I9-9900K Detailed Evaluation

There are many accessories, including a SLI bridge (why not an NVLink bridge), three SATA data, and a set of ASUS e-sports style Wi-Fi antennas.

Third, Kyushu Fengshen GAMMAXX Xuan Bing L240 water-cooled radiator: both value and performance.

This time with ASUS Maximus XI Hero motherboard! I9-9900K Detailed Evaluation

In the middle of the front of the box is the renderings of the water-cooled radiator, with the LOGO of Kyushu Fengshen in the upper left and the RGB motherboard types supported by the radiator in the upper right: ASUS AURA, Huaqing POLYCHORME, Gigabyte FUSION READY and MSI MYSTIC LIGHT. The motherboards of the above four companies can directly use the software provided by the motherboards to adjust and synchronize the RGB lighting efficiency of the L240 water-cooled radiator in Xuan Bing. At the bottom is the radiator model: GAMMAXX L240.

This time with ASUS Maximus XI Hero motherboard! I9-9900K Detailed Evaluation

After opening the carton cover, you can see the main body of Xuan Bing L240 water-cooled radiator and all accessories.

This time with ASUS Maximus XI Hero motherboard! I9-9900K Detailed Evaluation

The water pipe is wrapped with woven net, which is flexible and will not bend and shrink.

There is a water injection port next to the water pipe interface, so players can replace Leng Ye by themselves. However, it should be noted that after replacing Leng Ye by yourself, the after-sales warranty will be lost.

This time with ASUS Maximus XI Hero motherboard! I9-9900K Detailed Evaluation

Standard 240 cold row, the size is 274×120×27 mm, and the cooling fins of the cold row are arranged neatly.

This time with ASUS Maximus XI Hero motherboard! I9-9900K Detailed Evaluation

The size of the cold head is 91×79×47 mm (length x width x height). The cold head is equipped with a high-powered two-phase four-stage external winding motor, the axis of which is a silent and durable ceramic bearing and pump shaft, and a closed impeller design. At the same time, the micro-channel has been redesigned to optimize the design of E-shaped micro-channel, effectively improving the thermal cycle efficiency and thermal contact area, and achieving better thermal conductivity.

This time with ASUS Maximus XI Hero motherboard! I9-9900K Detailed Evaluation

Super-large pure copper base and mirror grinding treatment, which can contact CPU more closely.

The cold head has two connecting wires, one is the traditional 3pin power line, and the other is the RGB synchronization line.

This time with ASUS Maximus XI Hero motherboard! I9-9900K Detailed Evaluation

Two 120mm high-performance RGB fans, six high-brightness lamp beads, three lighting modes (static, breathing and color conversion) are standard, which support PWM intelligent regulation and low-noise operation.

This time with ASUS Maximus XI Hero motherboard! I9-9900K Detailed Evaluation

The speed of the fan is 500-1800 RPM±10%%, the power consumption is 2.04W, and it can provide 69.34 CFM air volume and 2.42 mmAq air pressure, and the running noise is controlled within 30 dB.

This time with ASUS Maximus XI Hero motherboard! I9-9900K Detailed Evaluation

The attached fasteners support Intel LGA20XX, LGA1366, LGA115X, AMD AM4, AM3+, AM3, AM2+, AM2+,FM2+, FM1, which are basically supported by mainstream platforms.

Iv. Preparation before overclocking at 5GHz: Description of BIOS option setting of motherboard.

The overclocking of i9-9900K is different from other mainstream processors of Intel in the past. If the BIOS is not set properly, overclocking of 5GHz is difficult to succeed.

This time with ASUS Maximus XI Hero motherboard! I9-9900K Detailed Evaluation

In the BIOS “EzMode "interface, click" manual fan adjustment "’ . There are 8 4pin fan sockets on the MXIH motherboard, each of which can be set with a separate temperature curve.

This time with ASUS Maximus XI Hero motherboard! I9-9900K Detailed Evaluation

As shown in the figure, the fan mode is "Manual" on the right, and then we adjust the default 70-degree 100% speed to 50-degree 100% speed of CPU fan.

This time with ASUS Maximus XI Hero motherboard! I9-9900K Detailed Evaluation

Click the "Advanced Mode" interface in the lower right corner, and then click the "Advanced tab" above to enter "CPU Settings".This is the most important item.

Adjust the "maximum CPU core temperature" to 110 degrees. The default "AUTO" is 100 degrees. If you don’t adjust this number, you will fail no matter how much voltage overclocking is applied.Although brazing heat conduction is used, it is still easy to reach 100 degrees when overclocking at 9900K K.

This time with ASUS Maximus XI Hero motherboard! I9-9900K Detailed Evaluation

Click "Extreme Twerker" above to enter the overclocking setting.

“Ai Overclock Tuner” If it is a high-frequency memory module, you can directly open the XMP settings.

“AVX Indytuvyion core Ratio Negative Offset” This item is to set the AVX frequency offset. When running programs supporting AVX instruction set, the power consumption is explosive. If 9900K wants to impact frequencies above 5GHz, it is recommended to set this number to 1 or 2. At present, there are only a handful of games that support AVX instruction set (maybe none at all), and the reduction of AVX frequency by 200MHz has little effect on the overall performance.

“CPU Core Ratio” CPU core frequency doubling setting, here select "Sync All Cores" to set all cores to the same frequency. Here we adjust the 9900K frequency multiplier to 51, which is 5.1GHz.

This time with ASUS Maximus XI Hero motherboard! I9-9900K Detailed Evaluation

"Min.CPU Cache Ratio" and "Max.CPU Cache Ratio"Here is the setting of Ring (cache) frequency. Improving this setting can improve the performance of memory and cache. The default Ring frequency of 9900K is 4.3GHz, so players can adjust the maximum value to 45, preferably not more than 47. When the Ring frequency exceeds 4.7Ghz, the performance gain is very small, but it will cost a lot of voltage, which is not worth the loss. Ring frequencies below 4.7GHz can basically be achieved without pressurization.

“CPU Core/Cache Voltage” Set to "Manual Mode". The processor voltage can be set manually.

“DRAM Voltage” Memory voltage can be set. Generally, it is enough to set the memory bar of B-Die particles below 4GHz to 1.35V V..

"CPU VCCIO Voltage" and "CPU System Agent Voltage" These two items are to set the voltage of the processor memory controller, and it is enough to set the frequency below 4GHz of the memory stick of B-Die particles to 1.15V V.. When it comes to memory particles with poor constitution, it can be adjusted to 1.25V V. The higher this voltage setting is, the higher the power consumption and temperature of the CPU will be.

This time with ASUS Maximus XI Hero motherboard! I9-9900K Detailed Evaluation

“DRAM Timing Control” Memory timing and various parameters can be set.

“External Digi+ Power Control” Pressure drop prevention settings can be made.

“Internal CPU Power Management” It may be possible to set that upper limit of processor pow consumption and current.

“AI Features” AI intelligent overclocking is a very practical function. After overclocking fails, it will automatically adjust the appropriate parameters to meet the set frequency.

This time with ASUS Maximus XI Hero motherboard! I9-9900K Detailed Evaluation

Enter "External Digi+ Power Control" to set the anti-voltage regulation.

“CPU Load-line Calibration” There are 8 grades. The lower the grade, the more severe the voltage drop under high load. This setting is different for each motherboard, and players need to explore for themselves. For ASUS Maximus XI Hero motherboard, Level 8 is just the voltage drop-off prevention level. It is recommended that players who use this motherboard set it directly to Level 8 when overclocking.

This time with ASUS Maximus XI Hero motherboard! I9-9900K Detailed Evaluation

AI intelligent overclocking is the latest overclocking technology of ASUS Z390 player country series motherboards. It can provide the physical information of CPU and tell you how high the current frequency needs to be set to be stable, which is very practical for novices. The BIOS will turn on this function by default, see "Prediction" in the lower right corner.

“Sil Quality”It represents the constitution of CPU. The higher the percentage number, the better the constitution and the better the overclocking potential. Our 9900K physique is 79%, which can only be regarded as the mass physique.

“Cooler” It indicates the heat dissipation capacity of the platform, and the higher the number, the better. Under our numerical value, the L240 of Kyushu Fengshen Xuan Bing is 176pts, the Supreme Treasure of Kyushu Fengshen Twin Towers is 153pts, and the overclocking of 3 Donghai X5 is only about 140.

The number below represents the stable voltage required for the frequency set in that year. 79% of our 9900K needs 1.316V to be stable at 5.1GHz in the Non AVX state, and it needs 1.35V if AVX Offset is not set.

5. overclocking test: it can reach 5.1GHz, but there are conditions.

1. Memory overclocking test

The memory used for testing is Zhiqi F4-3200C14D 8GBx2 package (Magic Light Ji), which uses Samsung B-Die granules and has excellent overclocking performance. We use it to test the overclocking potential of ASUS Maximus XI Hero motherboard, and then we will test the performance of the memory after overclocking.

This time with ASUS Maximus XI Hero motherboard! I9-9900K Detailed Evaluation

The memory of ASUS Maximus XI Hero motherboard has a good overclocking ability. Simply setting the memory voltage of 1.35V, the voltages of "CPU VCCIO Voltage" and "CPU System Agent Voltage" are both 1.15V, you can overclock the Chi Fantasy Light Ji to 4000MHz under the time sequence of 18-18-18-52 CR2, which is far from the limit.

Raise the memory voltage to 1.4V, properly raise the timing and memory controller voltage, and the frequency can even reach 4300MHz, but this extreme overclocking method is not recommended.

Compared with the default frequency of 2133MHz, the memory delay is reduced from 60.2ns to 42.9ns after overclocking to 4000MHz. The speed of memory reading, writing and copying has been improved by nearly 80%.

This time with ASUS Maximus XI Hero motherboard! I9-9900K Detailed Evaluation

Using MemTest64 program, the memory stability test was carried out for 1 hour and 26 minutes, and the result was perfect, with 0 error.

2. CPU overclocking test

The overclocking potential of i9-9900K is far less than that of the 8086K we tested before, mainly because of the temperature problem (which we will talk about later in the temperature test).

Our 9900K needs 1.25V to run FritzChess test, 1.27V to run CineBench R15 test and 1.32V to pass AIDA64 FPU baking machine test at 5GHz.

As for 5.1GHz, it is necessary to set the AVX Offset parameter to 1 to operate stably at 1.33V V.Otherwise, it is almost impossible for the conventional air-cooled and water-cooled radiators to suppress the temperature of the 9900K baking machine below 110 degrees at a voltage above 1.35V, and the baking machine will inevitably collapse.

The following is a screenshot of CineBench R15 running at 1.33V 5.1GHz:

This time with ASUS Maximus XI Hero motherboard! I9-9900K Detailed Evaluation

At 5.1GHz, the single-thread score of CineBench R15 is 220, and the multi-thread score reaches 2197, which is 8% higher than that of silent frequency 2033.

3, overclocking performance test

The following is a summary of the theoretical performance of CPU after overclocking:

Since applications such as POV-Ray and X265 FHD Benchmark will use the AVX instruction set, the temperature can’t be controlled at 5.1GHz, so for the theoretical performance of CPU, we overclock the frequency to 5.0GHz for testing.

This time with ASUS Maximus XI Hero motherboard! I9-9900K Detailed Evaluation

After overclocking to 5GHz, the single-core performance is improved by about 1%, while the multi-thread performance is only improved by 6.5%. After all, the whole-core frequency is only 300MHz from 4.7GHz.

At this time, compared with i7-8086K, the performance is nearly 50% ahead, and compared with Ruilong 7 2700X, it can lead by 30%.

The following is a summary of the game performance after overclocking:

Overclocking the CPU and memory stick to 5.1GHz and 4000MHz, respectively, to test the improvement of game performance, and also reducing the memory frequency to 2133MHz, to test the influence of memory frequency on game performance.

This time with ASUS Maximus XI Hero motherboard! I9-9900K Detailed Evaluation

Compared with CPU silent frequency+memory 3200MHz, overclocking to 5.1GHz+4000MHz can improve the game performance by less than 3%. The main reason is that most games are played on a platform like 9900K, and even if the resolution of 1080P is used, the graphics card will still become a bottleneck.

After reducing the memory frequency to 2133MHz, the game performance is 5% lower than that of silent frequency.

In addition, because the game frame rate of Survival of the Jedi has changed greatly compared with the previous version after the update, this game is not included in the statistics of performance percentage.

This time with ASUS Maximus XI Hero motherboard! I9-9900K Detailed Evaluation

6. Temperature and power consumption test: Both power consumption and temperature explode.

Test whether i9-9900K can be suppressed by Kyushu Fengshen Xuan Bing L240 water-cooled radiator, Kyushu Fengshen Frost Tower Extreme Edition and overclocking three Donghai X5 air-cooled radiator respectively.

This time with ASUS Maximus XI Hero motherboard! I9-9900K Detailed Evaluation

The X5 radiator in Donghai, overclocking three, is equipped with five 6mm pure copper heat pipes, and the base uses heat pipes for direct heat dissipation, with a 12cm fan. The official price is 99 yuan.

This time with ASUS Maximus XI Hero motherboard! I9-9900K Detailed Evaluation

The famous Kyushu Fengshen Frost Tower Extreme Edition, double tower design, double fans and 6 heat pipes. The heat pipe and Fin are combined by the process of penetrating FIN, and the heat dissipation base is made of pure copper and nickel-plated vapor chamber.

The biggest difference from the standard version of Frost Tower is that the whole radiator has been plated with nickel, which has stronger oxidation resistance; In addition, two fans have been upgraded with UF all-encapsulated rubber, which makes the noise lower. The official price of the radiator is 299 yuan.

This time with ASUS Maximus XI Hero motherboard! I9-9900K Detailed Evaluation

Kyushu Fengshen Xuan Bing L240 water-cooled radiator, priced at 699 yuan.

1. CPU temperature test

The temperatures of AIDA64 roaster and CineBench R15 were tested respectively. During the test, the room temperature was 23 degrees, the cooling silicone grease was Arctic MX-4, and the upper limit of BIOS temperature was set to 110 degrees.

The first is the silent frequency temperature test.

This time with ASUS Maximus XI Hero motherboard! I9-9900K Detailed Evaluation

The above picture shows the temperature of AID64FPU baking machine with X5 radiator in Donghai, overclocking three. It can be seen that the processor frequency has dropped to 4.2GHz when baking machine. At this time, the core temperature is kept at about 80 degrees, and the internal power consumption of CPU is 148 watts. In fact, when running other test programs at 9900K, the power consumption at the whole core frequency of 4.7GHz is about 150W W. Therefore, it can be considered that the X5 radiator with three frequencies in Donghai can meet the cooling demand of 9900K under silent frequency.

This time with ASUS Maximus XI Hero motherboard! I9-9900K Detailed Evaluation

This is the baking temperature of Kyushu Fengshen Xuan Bing L240 water-cooled radiator and AIDA64 FPU baking machine. The baking frequency is 4.5GHz, and the internal work number of the processor is 163W W. At this time, the temperature is also 79 degrees.

The results of the Great Frost Tower Extreme Edition are equivalent to those of Xuan Bing L240 water-cooled radiator, so it will not be posted separately.

Below is the temperature test of overclocking to 5GHz.

At the frequency of 5GHz, both CineBench R15 and AIDA64 FPU tests of overclocking three Donghai X5 radiator directly and instantly broke through 110 degrees, and then crashed, making it impossible to test.

This time with ASUS Maximus XI Hero motherboard! I9-9900K Detailed Evaluation

The above picture shows the temperature of the Frost Tower Extreme Edition running CineBench R15. It can be seen that the power consumption of 9900K has reached 212W at a voltage of 1.27V, which cannot be suppressed by ordinary air-cooled radiators. The temperature of the Great Frost Tower Extreme Edition also reached a high temperature of 97 degrees.

When running AID64FPU program, the Extreme Edition of Dashuang Tower, like the X5 radiator in overclocking three Donghai, broke through 110 degrees in an instant, so it could not be tested.

This time with ASUS Maximus XI Hero motherboard! I9-9900K Detailed Evaluation

The above picture shows the temperature of Xuan Bing L240 water-cooled radiator of Kyushu Fengshen when it runs CineBench R15. At this time, the internal power consumption of 9900K is 206W, and the temperature of 86 degrees is acceptable.

This time with ASUS Maximus XI Hero motherboard! I9-9900K Detailed Evaluation

The above is the temperature of Kyushu Fengshen Xuan Bing L240 water-cooled radiator running AIDA64, which reached a horrible 104 degrees. If the upper limit of U temperature is not raised in BIOS, this test will not continue.At this time, the internal power consumption of CPU has reached an astonishing 264W W. For the 8086K or 7700K with silicone grease heat conduction inside, when the internal power consumption reaches more than 130W, it will break through in an instant, and the advantage of using brazing heat conduction for 9900K is also shown here.

In addition, we can see from the above picture thatThe temperature of the power supply module MOSFET of ASUS Maximus XI Hero motherboard is 89 degrees.This is a very, very good number. Under normal use, the ultimate power consumption of 9900K is only so much. For example, when the power consumption of a 7-phase B360 motherboard reaches 100W, the temperature of its MOSFET can exceed 90 degrees.

Maybe many people don’t care so much about the temperature of the motherboard power supply. At present, the power supply module of most motherboards is generally equipped with an overheat protection of 105℃. After exceeding this temperature, the output current will be automatically reduced and then the CPU frequency will be greatly reduced. In addition, the temperature of the power supply part is too high, which has a great influence on the stability of overclocking.

Summarize the data of temperature test as follows:

This time with ASUS Maximus XI Hero motherboard! I9-9900K Detailed Evaluation

As can be seen from the above table, the overclocking three Donghai X5 with a price of 100 yuan can meet the cooling demand of 9900K at silent frequency, but if overclocking is to reach 5GHz, it needs at least a mid-to-high-end air cooling in 300 yuan or direct water cooling at 240℃.

2. Power consumption test

We use Furmark and AIDA64 FPU to fully load RTX 2080 Ti and i9-9900K at the same time, and then read the power consumption of the whole machine from the power meter. The power supply used in the test is a titanium gold power supply that is cool to MasterWatt Maker 1200W W.

This time with ASUS Maximus XI Hero motherboard! I9-9900K Detailed Evaluation

In the silent frequency state, the power consumption of double baking reaches 510W W. Considering that there will be games supporting 8 cores in the future, a bronze power supply rated at 600W is the minimum requirement for establishing 9900K+2080 Ti. After overclocking to 5GHz, the power consumption of double baking soared to 680W W. If you want to run stably in the future, you need to buy an 800W bronze power supply. This power requirement has surpassed AMD Ruilong ThreadRipper 2990WX overclocked to 4GHz.

Vii. Test with B360 motherboard: There is a big gap with Z390 motherboard.

In the previous test, we tested the i9-9900K overclocked to 5GHz. Compared with the silent frequency, both the game and the theoretical test have not been greatly improved, and it can also provide enough powerful performance in the silent frequency state. Therefore, for players who do not overclock, is it appropriate to choose a cheap B360 motherboard to match it? Let’s test to verify the feasibility of 9900K matching B360 motherboard.

We found a microsatellite B360M BAZOOKA PLUS motherboard from the warehouse. The motherboard uses 7-phase power supply, and the official retail price is 799 yuan, which is a better one among B360 motherboards. After downloading the latest BIOS from MSI official website and refreshing it, I can support i9-9900K.

1. Theoretical performance test of CPU

CPU-Z

This time with ASUS Maximus XI Hero motherboard! I9-9900K Detailed Evaluation

Microsatellite B360M BAZOOKA PLUS scored 570 for single thread and 5572 for multi-thread.

This time with ASUS Maximus XI Hero motherboard! I9-9900K Detailed Evaluation

Whether single-threaded or multi-threaded, MSI B360M motherboard is not much different from ASUS MXIH.

CineBench R15

This time with ASUS Maximus XI Hero motherboard! I9-9900K Detailed Evaluation

In the CineBench R15 test, the single-thread score of MSI B360M is 212, and the multi-thread score is 1908.

In the test, 9900K can not guarantee the operating frequency of 4.7GHz.

This time with ASUS Maximus XI Hero motherboard! I9-9900K Detailed Evaluation

Compared with ASUS MXIH motherboard, the single thread of MSI B360M is only 4 points behind, but the multi-thread gap is 131 points, which is 7% behind.

wPrime

This time with ASUS Maximus XI Hero motherboard! I9-9900K Detailed Evaluation

MSI B360M took 28 seconds in the single-threaded test of wPrime 32M and 92.5 seconds in the multi-threaded test of 1024M.

This time with ASUS Maximus XI Hero motherboard! I9-9900K Detailed Evaluation

Compared with ASUS MXIH motherboard, the single thread of MSI B360M is only one second apart, and the multi-thread takes 8.5 seconds longer, with a difference of 10%.

POV-Ray

This time with ASUS Maximus XI Hero motherboard! I9-9900K Detailed Evaluation

The result of MSI B360M multithreading is 3914PPS.

This time with ASUS Maximus XI Hero motherboard! I9-9900K Detailed Evaluation

Compared with ASUS MXIH motherboard, it is 407 points behind, with a gap of nearly 11%.

X264 FHD Benchmark

This time with ASUS Maximus XI Hero motherboard! I9-9900K Detailed Evaluation

In X264 FHD Benchmark, the performance of MSI B360M multithreading is 58FPS.

This time with ASUS Maximus XI Hero motherboard! I9-9900K Detailed Evaluation

Compared with ASUS MXIH motherboard, it lags behind 3FPS, with a gap of 5%.

Based on the above test data, MSI B360M is not much different from ASUS MXIH motherboard in single-thread performance, but it lags behind about 10% in multi-thread testing.

2. Comparative test of game performance

3DMark Time Spy

This time with ASUS Maximus XI Hero motherboard! I9-9900K Detailed Evaluation

The microsatellite B360M got a physical score of 10247 and a graphic score of 13523.

This time with ASUS Maximus XI Hero motherboard! I9-9900K Detailed Evaluation

Compared with ASUS MXIH motherboard, the physical score of MSI B360M is 1132 points less, with a gap of 11%. The graphics score is only 100 points, with a difference of less than 1%.

The following is a summary of the game test data:

This time with ASUS Maximus XI Hero motherboard! I9-9900K Detailed Evaluation

As can be seen from the above table, there is a gap of 3%~10% between MSI B360M and ASUS MXIH motherboard in the above six games.Overall, it is 5% behind.

3, baking machine test

This time with ASUS Maximus XI Hero motherboard! I9-9900K Detailed Evaluation

When the AIDA64 FPU roaster was tested with the MSI B360M BAZOOKA PLUS motherboard,The internal power consumption of the processor is only 110W, which is 40 W lower than the 150W of ASUS MXIH, and the baking machine frequency is less than 4GHz. 110W is more than enough for 8086K, but not enough for 9900K K..As a result, the 9900K has different frequency reductions in various tests when it is matched with the B360 motherboard, which affects the performance release.

VIII. Summary: The premise of successful overclocking of i9-9900K is only temperature.

In the initial stage of overclocking test of i9-9900K, the author took some detours, and when overclocking failed to pass the baking machine, the voltage was increased blindly, which backfired.

For the 9900K,The biggest prerequisite for the success of overclocking is temperature, temperature and temperature (the important thing is said three times). If the test platform is not equipped with an excellent cooling system, even if the voltage is only 1.2V, the temperature of the baking machine can break through 100 degrees in an instant, and then the system collapses quickly. In order to improve the success rate of overclocking, we can only overclock at the lowest possible voltage, use the best motherboard, set the AVX Offset value properly and equip with a radiator with sufficient performance.

According to our test results, the silent i9-9900K has strong enough performance, the theoretical performance is improved by 40% compared with 8086K, and the game performance is also improved by 5%. After overclocking to 5GHz, the performance does not change much, the theoretical performance can be improved by 6.5%, while the game performance is only improved by 3%. Compared with the huge price of overclocking, it is a little bit less than the loss. For players who don’t like tossing, there is no problem in setting 9900K to use in silent frequency.

This time with ASUS Maximus XI Hero motherboard! I9-9900K Detailed Evaluation

I9-9900K has a high demand for memory frequency. When using dual-channel 4000MHz memory, compared with dual-channel 2133MHz, the game performance is improved by nearly 7%. You should know that every time Intel upgrades, the game performance of the new generation CPU is only so much higher than that of the old one (for example, the game performance of 900K is only 5% stronger than that of 8086K)..Therefore, if conditions permit, you can try to use high-frequency memory..

Intel’s B-series midrange motherboards with top-level processors in past dynasties are very cost-effective combinations. However, in 9900K, the same routine is no longer applicable.At present, most B360 motherboards on the market can’t meet the huge power consumption demand of 9900K, which leads to the serious frequency reduction of the latter in actual use and the failure to fully release its performance. Therefore, for the choice of motherboards, it is best to choose a Z370 or Z390 motherboard with more than 10-phase power supply.

For the choice of radiator,In the case of no overclocking, although a 100-yuan air-cooled radiator can cope, I suggest you buy a mid-to high-end radiator product above 200 yuan. If you want to overclock, the best choice is water cooling.The core power consumption of 9900K can exceed 250W only, and there are not many radiators that can be suppressed on the market.In addition, when the processor and graphics card are running at high load, it will cause a lot of accumulated heat inside the chassis, which is a disaster for the 5GHz 9900K K. No matter how good the air duct is, it can’t get rid of this heat in time. What’s more, many players now pursue the side-transparent chassis, which further reduces the heat dissipation capacity of the chassis. Therefore, the water-cooled radiator is the most suitable choice for overclocking players.

Perhaps some readers will wonder why the power consumption of thread ripper 2990WX 32 core 400W can be suppressed by 240Water Cooling. Why is it so difficult to reach 9900K? This is mainly because the core area of 2990WX processor reaches 800 square millimeters, while that of 9900K is only 170 square millimeters, and the contact area is too small, even if brazing is used, the huge heat inside the processor cannot be quickly conducted out. To reduce temperature and power consumption, the best way at present is to upgrade to 10nm process.I9-9900K will be the last chapter of 14nm process.

Finally, let’s talk about the ASUS Maximus XI Hero motherboard. The player country series has existed as an overclocking god board since its birth, and MXIH has also inherited the excellent genes of this series. Although "only" only has 10-phase power supply, the SiC639 MosFET it uses not only has an amazing on-current of 50A, but also greatly reduces the on-resistance by integrating the integrated design of upper and lower bridges, so that it can operate at a lower temperature and output stable current under extremely high load, thus greatly providing the stability of overclocking. In our test,When the power consumption of 9900K reaches 260W, the temperature of the SiC639 MosFET does not exceed 90 degrees..

The BIOS of Maximus series motherboards is as powerful and comprehensive as ever, and the new AI intelligent overclocking skill of Maximus XI Hero can provide the physical information of CPU and tell you how high the current frequency needs to be set to be stable, which is very practical for novices.

To put it simply, ASUS Maximus XI Hero is a motherboard born for overclocking..

This time with ASUS Maximus XI Hero motherboard! I9-9900K Detailed Evaluation

Mid-year exam of AI hardware: Ai Pin and Rabbit R1 are shattered, Tencent, Byte and Xiaomi meet the "Hundred Mirrors War".

If 2023 is the first year of AI triggered by ChatGPT, then 2024 can be called the first year of AI intelligent hardware.

By the end of 2023, beforeappleHumane, founded by the executive couple, launched Ai Pin. In 2024, ChuharaBaiduLv Cheng, general manager of smart home hardware, founded the company and launched Rabbit R1. In the novel form of "box", the two products have become the most concerned AI hardware devices with large models. Time magazine included Ai Pin in the list of "Best Inventions in 2023" before it was officially shipped.

But soon, the disillusionment of AI hardware came more quickly. Less than a month after the official delivery of Ai Pin and Rabbit R1 in early 2024, they were completely smashed by various media because of their own defects, and completely became the failed experiment of "debut is the peak".

Ray-Ban Meta, image source: Ray-Ban official website

Recently, AI glasses are rolling in with a new wave of AI hardware. Ray-Ban Meta, as the first hardware product with a sales volume of one million in the field of AI equipment, is leading the main battlefield including Solos, Li Wei Keke, Honeycomb Technology and Flash Pole rushing to AI glasses. Behind these companies, there are advanced layouts including Tencent, Byte and Xiaomi.

After half a year, from the failure and success of these AI hardware, we can already see some common points or trends, which may not be comprehensive enough, but I believe it has enough reference value.

Looking back at the beginning of AI hardware becoming a hot spot, we should start with the story of a star entrepreneur.

In November 2023, Humane, an American technology company, released a wearable smart device-AI PIN. Brand-new human-computer interaction scheme and GPT large model have quickly gained wide attention on the network.

Ai Pin, image source: Humane official website

As a pioneering product, Ai Pin abandoned the logic of screen+touch, which was the most common in consumer electronics for many years, and instead opened up a new interactive way of projection+voice. The product itself is worn on the user’s clothes in the form of magnetic attraction, and the information is displayed through projection. The user can operate the product through voice to make calls, play music, take photos and video. The price is $699 and the AI subscription fee is $24 per month.

After its release, Time magazine listed Ai Pin in the list of "Best Inventions in 2023". Behind this, Humane, as a start-up, can get such extensive attention, which is inseparable from the "star aura" of founders and investors. Chaudhry andBangjiHonore is a couple, both from Apple. Chaudhry was the design director of Apple’s human-computer interface team, and Banguio Nuo was the head of Apple’s operating system. The investors include Sam Altman, who is now a big hit, and the famous.Microsoft.

It can be said that before the listing, Ai Pin hung people’s appetite with its "high concept" at the product level. But soon, after the delivery began in March 2024, Ai Pin received a flood of questions.

Ai Pin looks like a beautiful projection, but it is difficult to achieve the effect in the publicity video in actual daily life. Image source: official video.

As the main function of hardware, the projection of Ai Pin bears the most important ability to display information to the outside world. But soon, both evaluation agencies and individual users found that the projection function of Ai Pin was practically unavailable. Because of its low brightness, users can’t see the projected information clearly in outdoor or even some indoor scenes.

In terms of AI performance, Ai Pin is also considered "too slow". The image recognition function that is very smooth in the official demonstration actually takes 10 seconds to complete, and sometimes after more than ten seconds, the user will get an obviously wrong answer.

The veteran technology media The Verge’s view of Ai Pin is, "This thing may not replace your mobile phone soon, maybe never."

A CEO of a startup company in the technology industry told Titanium Media APP: "It is not feasible to Ai Pin from the product level. What is the maximum brightness that can be achieved under the current technology and what is the actual brightness required for daily use? It is completely known through calculation, and everyone with a discerning eye knows that this is impossible."

Subsequently, the market quickly gave Humane the "face-slapping" it deserved. According to the latest data, the shipment of AI Pin is about 10,000 units, which is only one tenth of the Humane plan. According to The Verge, from May to August, 2024, except for the pre-sale and April, which was just on sale, the return volume of Ai Pin was about 1,000 units. This means that one in ten users choose to return Ai Pin, and the return volume is even higher than the sales volume in the same period.

For the latest report, a Humane spokesman responded that there were "inaccuracies" in these figures, but declined to give specific details. But from the personnel changes, it is not difficult to see that Humane is experiencing a crisis. According to the latest reports, Tori Geiken, director of customer experience, Jeremy Werner, former vice president, Patrick Gates, former chief technology officer and Ken Kocienda, director of product engineering, have all left the company.

A former wearable device R&D engineer told Titanium Media APP that in the consumer electronics industry, seemingly perfect stories often don’t have good results. Ai Pin itself has a good enough investment and team, but the product obviously has a large degree of "gambling".

Rabbit R1, image source: official website

Compared with Ai Pin, which is looking forward to stepping into the sky, Rabbit R1′ s story seems to be more realistic and grounded. Different from Ai Pin’s creative way through projection, Rabbit R1 seems to behave in a proper way, giving an AI box what it should look like.

On January 10th, 2024, Lv Cheng, former general manager of Baidu smart home hardware and founder of Raven Technology, released Rabbit R1. Rabbit R1 itself is as big as a music player. After binding Uber, Spotify and other accounts, users can play music, take a taxi, order food and plan a trip through voice operation.

Relying on the ability of large model, Rabbit R1 also has visual recognition function, which can identify the food in the refrigerator and plan low-calorie dinner practices for users. Using its own unique large-scale motion model (LAM), the machine learns and repeats the user’s operations on the PC side. The user only needs to give voice instructions, and Rabbit R1 can be like.robotUnderstand and repeat the user’s previous operations as well.

Formally, Rabbit R1 is not a wearable device hanging on the chest like an Ai Pin, but from its design concept, it is almost a "trial product" of wearable smart devices.

Lv Wei said in the previous video conversation that due to the limitation of current chip and motherboard technology, the size of Rabbit R1 can only reach "half the size of iPhone Pro Max", and the future rabbit product form may be smaller and can be integrated on TWS headphones, or in the form of smart watches.

Judging from the market feedback, the performance of Rabbit R1 when it was first listed can be said to be "mixed" with quotation marks.

Happiness means that Rabbit R1 is better than the higher-priced Ai Pin, and there is no serious injury of low projection brightness, at least it still leaves a little expectation of OTA improvement in the later period. Based on the comprehensive media feedback, Rabbit R1 has been able to answer standard questions, play music, take a taxi, order food, identify the types of food in front of users and give cooking suggestions. Worry means that the experience of Rabbit R1 is not enough to support the expectations of the outside world.

Marques Brownlee(MKBHD), a well-known evaluation blogger, commented on Rabbit R1: I spent $200, and I don’t know what to do with it. Some bloggers pointed out that Rabbit R1′ s battery life is only 4 hours, which is totally insufficient.

Mishaal Rahman, an expert in the field of Android operating system, admits that Rabbit R1 has almost nothing that Android phones can’t do: it can talk to LLM to get the answer to the question, take a photo of an object to get information about it, play music from Spotify, take a taxi from Uber, or order food from Doordash, but that’s basically it.

The content about Rabbit R1 Shell Android has been overwhelming.

To make matters worse, Rabbit R1 was soon pointed out by the outside world as an "Android case".

Before this, Lv Cheng once said that we are equipped with a brand-new operating system, Rabbit OS, which is several times better than Android. However, on May 1, 2024, Mishaal Rahman posted that Rabbit R1 runs the Android system internally, and its entire interface is supported by Android applications. He also successfully "ported" Rabbit R1 to Android, even running on Google Pixel 6a mobile phone.

Subsequently, a user reversed the operation and installed and successfully ran the Android application in Rabbit R1. Later, The Verge and other foreign media commented very sharply: This is "Android with a shell", and AI is in the era of Juicero (note: Juicero: an "IQ tax" juicer, which now refers to unnecessary complex technological innovation, high price and excessive hype).

Later, Lu Cheng responded that most non-iOS consumer devices run on the modified AOSP as the client, while R1 is modified with a very customized AOSP(Android Open Source Project) and a lower level firmware. However, the interface of Rabbit R1 is not an Android application, and it uses a large model (LLM) to run in the cloud.

There may be some controversy about whether Rabbit R1 is sheathed or not. However, judging from the market feedback, Rabbit R1 has also fallen into a bottleneck like Ai Pin. According to the introduction of the press conference on April 24, 2024, within 24 hours of the launch, Rabbit R1 with a price of $199 sold 10,000 sets, and has sold more than 100,000 sets so far. But from May to early August, there was no more information about the sales of Rabbit R1.

Rabbit official said in the introduction video uploaded on August 8, 2024 that it had received opinions from various evaluations. In fact, before the opening of the market, Rabbit had already known that there would be these criticisms, and is now trying its best to solve these problems. To this end, Rabbit will solve some existing problems through OTA, including increasing the battery life from 4 hours to 1 whole day. However, it is a pity that this official video released by Rabbit is not "scientific and technological" in the pipeline, just like their previous official video.

It should be said that no matter whether it is Ai Pin or Rabbit R1, even if there is another chance to turn over in the future, their initial products can basically be considered as failures of AI hardware: the product experience is lame, the function does not exceed the existing mobile phone, and there is still a suspicion of "casing", which obviously failed to support the expectations of the outside world for its "smart phone". Even if Sam Altman and Microsoft have more money, they should not consider continuing to raise.

A technology industry investor told Titanium Media APP that both Ai Pin and Rabbit R1 can only partially replace the mobile phone in essence, but cannot completely replace it. And from the realization effect and sales volume, it is still unsatisfactory at present, and it can even be understood as a movable "smart speaker".

"Now the industry is more realistic, and tens of thousands of sales are not enough to listen. Without sales, everything is empty talk."

Francisco Jeronimo, vice president of IDC, also seems to confirm this statement. He said that whether users need a brand-new hardware when using AI is a controversial issue. "Although these ideas have their own advantages, the reality is that consumers don’t need these devices, they need smartphones."

Compared with the "AI box" like Ai Pin and Rabbit R1, which are highly anticipated but continuously overturned, another track is rapidly becoming the new main battlefield of AI hardware with the popularity of big explosive Ray-Ban Meta, that is, AI glasses.

As early as September 2021, Ray-Ban and Facebook (not renamed Meta at that time) jointly released the first generation of smart glasses Ray-Ban Stories. At that time, the product was very simple. The camera, microphone and speaker were added to the original sunglasses, which supported 30-second video recording, answering the phone and listening to music. The price remained at $299, which is not an exaggeration compared with Ray-Ban, and it became an ordinary smart glasses.

According to the Wall Street Journal, from September 2021 to February 2023, Ray-Ban Stories sold about 300,000 copies, but only 27,000 monthly active users, which is less than 10% of the total. Obviously, this is not a successful product.

Ray-Ban Meta, pay attention to the camera in the upper right corner. Image source: Ray-Ban official website.

But then, the launch of Ray-Ban Meta directly reversed the decline of the original products. In September 2023, Facebook, which had been renamed Meta, launched Ray-Ban Meta. The battery life is increased to 4-6 hours, and the audio experience is upgraded. The starting price is still $299.

Compared with the previous generation of Ray-Ban Stories, Ray-Ban Meta is obviously more ambitious and more cost-effective. The product is not only equipped withQualcommSnapdragon AR1 platform also provides completely free AI function (launched in April 2024). Combined with the camera, Ray-Ban Meta can answer users’ questions. For example, when the camera is aimed at a broken water pipe and the user asks "How to repair it", AI can immediately understand that this "it" refers to the broken water pipe and give a solution.

Judging from the feedback from the market, Ray-Ban Meta is not only good, but also breaks through people’s imagination of a pair of smart glasses. According to The Verge’s prediction, Ray-Ban Meta has sold 1 million copies in the first three quarters, which is the highest-selling AI hardware at present. Horizontal comparison is equivalent to twice the global sales of AR glasses in 2023, or twice the annual shipment of Apple Vision Pro.

In terms of cost, according to Wellsenn XR’s analysis, the comprehensive hardware cost of Ray Ban Meta is about $164, accounting for less than 60% of the selling price. Among them, SoC accounts for 34%, ROM+RAM accounts for 7%, OEM accounts for 9%, camera accounts for 5%, battery accounts for 4%, PCB accounts for 4%, and acoustic components account for 3%. Considering that Ray-Ban Meta is still a first-generation AI product, the profit margin in the future may be further improved.

Guojin securitiesAccording to the released research report, the annual sales volume of Ray-Ban Meta may reach 2 million units in 2024. Considering that the current AI function is only used by users in the United States and Canada, if the region and language are promoted to the whole world in the future, the corresponding annual sales volume may exceed 6 million units. As the most portable wearable device and the closest device to the human eye, glasses are expected to exceed 10 million sales in the future with AI bonus.

In the face of the hot break of Ray-Ban Meta, the technology industry that has been trapped in the continuous downturn of mobile phones, PCs and the meta-universe in recent years will obviously not miss this opportunity to make a comeback with AI.

Thanks to the existing Ray-Ban Meta path, Li Wei Ke, the former general manager of Tmall Elf products, Honeycomb Technology, the partner of Mijia Smart Glasses, Solos of Hong Kong, China, and the famous charging brand Flash Pole have all released AI glasses with large model function. Behind these companies, only the announced investment news shows that Ali, Tencent, Xiaomi, Byte and other big companies have already entered the AI ​ ​ glasses track.

As for other manufacturers, Huawei already has two generations of audio glasses. Considering the habits of manufacturers and its own Pangu model as a reserve, it should only be a matter of time before it enters the AI ​ ​ glasses track. In addition, it is reported that Luo Yonghao, the former founder of Hammer Mobile, and his newly-founded Fine Red Line Company also have plans to launch AI glasses products.

Li Wei ke metallens chatal glasses

According to the timeline, in April 2024, Li Wei can launch the first Al glasses equipped with AI model in China: Metallens Chatal glasses. The price of the product is 699 yuan, and the weight is only 38g. In addition to listening to songs on the phone, users can use voice interaction to ask AI assistants to help solve the work-schedule, and open encyclopedia question and answer, study assistance, English translation, voice navigation and music entertainment.

It is worth mentioning that the founder of Li Wei Ke, Ru Yi, was the head of intelligent terminal of Ali AI Lab and the general manager of Tmall Elf hardware & products. Most of the technical team also came from Tmall Elf team, and the company won financing from ByteDance only three months after its establishment. In terms of channels, Li Wei has cooperated with some domestic glasses chain stores, and recently opened up the business of B-end cultural tourism, with a single shipment of more than 50,000 sets (not a single category).

In June 2024, Solos launched Solos AirGo Vision, priced at $249, becoming the first smart glasses equipped with GPT-4o technology in the industry. Like Ray-Ban Meta, the product has a camera. Prior to this, Solos also had glasses without a camera version, including a frame designed for sports. Diversified design is an important feature.

Jiehuan AI audio glasses

In August 2024, Honeycomb Technology, the partner of Mijia glasses camera and Mijia audio glasses previously launched by Xiaomi, launched the first self-owned brand product, smart glasses with AI function-Jiehuan AI audio glasses, starting at 699 yuan. Compared with other products, Jiehuan AI audio glasses have gone through the iteration of the previous Mijia brand’s second generation products. The lightest all-titanium pilot model (without lenses) weighs only 30.7g, and has the option of "8 frames and 14 colors". From the actual experience of titanium media APP, it feels better to wear. In terms of AI, the main functions of Jiehuan AI audio glasses include AI chat, face-to-face translation and AI notification broadcast. A number of large models are used behind it, which can be called according to different functions, including products from big manufacturers such as Baichuan and Tongyi Qianwen.

In addition, the brand Flash Pole, which was previously known for its charging products, also launched Flash Pole Smart Shooting Glasses A1, which has a camera to support shooting function and multi-modal AI, and has not yet been sold, with a pre-sale price of 999 yuan.

Image source: Guojin Securities Research Report

According to the research report of Guojin Securities Research Institute, a large number of companies are pouring into AI glasses track. Xia Yongfeng, founder, chairman and CEO of Honeycomb Technology, had previously told Titanium Media APP that there are now more than 20 projects similar to Ray-Ban Meta smart glasses in China, and then the smart hardware industry is likely to have a "hundred mirrors war".

Based on the previous understanding from the industry, Titanium Media APP believes that the popularity of Ray-Ban Meta and even AI glasses have become a new hot spot in the intelligent hardware industry, which is essentially due to the following reasons.

First, consumers have a higher degree of acceptance of products. Among them, the first is that the price will not be much more expensive than traditional sunglasses. The price of Ray-Ban Meta is $299, and the price of an ordinary Ray-Ban sunglasses starts at around $250. Domestically, Li Wei Kehe Jiehuan AI glasses are sold at a price of 699 yuan, which is basically the same as or slightly higher than the non-intelligent products in optical shops such as LOHO and JINS, which are common in shopping malls.

For many consumers, choosing AI sunglasses or glasses, whether you can shoot a video from the first-person perspective with an extra lens, or you can play music and brush videos, most people agree that you can "return the ticket price", which will be more tolerant for the AI function.

On the other hand, Ai Pin and Rabbit R1 can’t do anything but AI, and users will try their best to challenge its "AI". At the current level of technology, even the top AI can’t fully meet the demanding requirements of users in the short term.

Solos also has a style designed for sports.

In addition, whether it is Ray-Ban Meta or domestic brand products, the brand value, shape design and wearing experience of the products are also crucial. Some manufacturers told Titanium Media APP that AR glasses are not made at present, which is largely because the display effect, weight and price of AR glasses are not up to expectations. AI glasses themselves are closer to ordinary glasses used in daily life from the product level, and the learning cost of users is very low.

In addition, the consensus obtained by Titanium Media APP from the industry is that whether sunglasses or glasses are added or not, becoming a good pair of glasses first is a prerequisite for making smart glasses.

Second, the combination of AI+ glasses itself has a high ceiling. According to the user survey data provided by Honeycomb Technology, the average daily wearing time of users of their own audio glasses was as high as 7 hours, and the use time reached 4.2 hours. The average daily wearing time of the most active 5,000 users was 10.7 hours, and their media usage time exceeded 7.7 hours. Compared with any consumer electronic device, smart glasses have a higher proportion of heavy users, which is the premise that many people in the industry think that AI devices can be established.

On top of this, the user base of their own glasses is also large enough. According to the data of WHO and National Health Commission, there are about 2.6 billion and 700 million people wearing glasses in the world and at home, and some non-myopic users will choose to wear plain glasses as blue light protection devices. It should be said that at least in the short term, the ceiling of the "glasses population" is still high enough.

In addition, of course, the development of AI has no foreseeable end yet. Previously, Honeycomb Technology once told Titanium Media APP that a lot can be done on AI glasses in the future, and the ultimate goal is to "liberate users’ hands with mobile phones". The functions that can be seen before and can be realized in the near future include proactive AI services: similar to presetting the price of a stock, notifying users immediately when the price arrives and collecting analysts’ opinions for reference, all of which are not difficult to realize.

Prior to this, Zuckerberg and Bill Gates all expressed their optimism about the future of smart glasses. Mark zuckerberg, founder and CEO of Meta, said that smart glasses will be an important form of computer development in the future and will become the mobile phone version of the next generation computing platform.

Bill Gates said that the spread of artificial intelligence technology will profoundly change our way of life and work, and headphones and smart glasses will become two key areas of artificial intelligence hardware.

He believes that headphones are not only audio playback devices, because they will increase audio functions, eliminate noise and improve sound quality, and become an important medium for human-computer interaction; Smart glasses can project video content into the user’s field of vision and open up a new form of human-computer interaction. The development of these devices will enable personal intelligent agents to surpass traditional human assistants, because they can track and read what users are interested in and provide continuous help.

"Although we have disclosed a lot of personal information in the digital system, if the artificial intelligence assistant can summarize the meeting or assist in the follow-up matters, then the value of the artificial intelligence assistant will be enormous."

However, it should be pointed out that there are some potential problems in AI glasses, mainly the possible low-price competition. At present, on the e-commerce platform, audio glasses of 100 yuan level can even add AI tags to keywords, which shows that if they are just pursuing or not, the industry threshold of AI glasses is obviously not high enough. If manufacturers want to develop better, they still have to cultivate their AI internal strength and achieve differentiation as soon as possible.(This article was first published in Titanium Media APP, by Wu Honglei, edited by Zhong Yi)

Reporting/feedback

News has opinions and industry insights | How can false eyelashes "tilt" the local economy to achieve high-quality development?

Beijing, China, December 23 (Reporter Yang Chang, Wang Xian, Wang Wei) According to China Voice "News with Views" of China Central Radio and Television General Station, an ordinary northern city supplies 70% of the world’s false eyelashes, with a market value as high as 10 billion yuan. This place is Pingdu, Shandong Province. There are 3,895 false eyelashes enterprises and more than 20,000 processing points, producing more than 3,000 false eyelashes of different styles and categories, and it is known as the "False Eyelashes Capital of China". When beauty has become the choice of more and more people, what changes have taken place in the economy where false eyelashes are "fanned"? Can it become a textbook for industrial development in other places? How to "jump" the local economy to achieve high-quality development? China Voice "News with Views" of China Central Radio and Television Station specially planned "Industry Insight", and talked with Wang Haibo, general manager of a false eyelash handicraft company in Qingdao, and Han Songming, executive president and secretary general of pingdu city Beauty Eyelash Association, to take you in-depth understanding of the development process of Pingdu false eyelash industry and explore the future innovation and upgrading path of false eyelash industry.
Wang Haibo (Photo courtesy of the respondent)
Han Songming (Photo courtesy of the interviewee)
Good eyelashes are made flat.
How did Pingdu’s false eyelashes industry come along?
The "Double 12" shopping festival just past brought the peak season of the beauty industry, and also greatly increased the production and sales of false eyelashes. Wang Haibo, general manager of a false eyelash handicraft co., Ltd. in Qingdao, said that before the "Double 12", workers had been working overtime to produce, and during this period, they continued to stock up for the next shopping festival. He introduced that the birth of a pair of false eyelashes needs at least 7-8 production links to reach consumers.
False eyelash products (photo courtesy of respondents)
Han Songming, Executive President of pingdu city Beauty Eyelash Association, combed and introduced the development history of Pingdu false eyelashes industry. He pointed out that Pingdu false eyelashes industry is mostly distributed in Changle Village, Dazeshan Town, and has experienced exponential explosive growth since its development in the 1970s. In the past, 60%-70% of the products were exported abroad. With the improvement of people’s living standards in China, after 2015, the domestic false eyelashes market has been gradually developed, the product output has continued to grow, and the styles have gradually enriched. Today, the false eyelash industry in Pingdu has become a local characteristic industry to enrich the people, absorbing a large number of rural surplus labor, especially rural women’s labor. This not only increased the income of villagers, but also made the beauty eyelash industry develop rapidly like mushrooms after rain.
Wang Haibo is the "second generation" of the false eyelashes industry, and has a personal experience of the development and changes of the false eyelashes industry in Pingdu. He said that the fake eyelash industry in Pingdu is more standardized, mechanized and digital than the way that the previous generation used family workshops for OEM production. His company has a special R&D team focusing on the innovation and upgrading of false eyelashes products, and its production management is stricter and more institutionalized.
The domestic market has unlimited potential.
How to promote Pingdu’s "C-bit" industry to achieve a new upgrade?
"There are nearly 150 million young women born after 1995 in China." Han Songming said that there are huge market opportunities hidden in it. Women are increasingly pursuing health and beauty, and false eyelashes have made them more confident. Wang Haibo is also very optimistic about the development of the domestic market. He believes that there are huge consumer groups and strong consumption power in the domestic market, and people are increasingly pursuing the quality of life and beauty, and false eyelashes cater to this consumption trend.
Wang Haibo pointed out that at present, most local enterprises are still in the OEM stage, and the sales end is basically concentrated in southern cities. Han Songming visited nearly 2000 false eyelash enterprises. His research found that Pingdu’s false eyelash industry has a high similarity with Wenzhou’s leather shoes industry development model 30 years ago, which is basically a "front shop and back factory" model, with the "small, scattered and chaotic" problems of traditional industries, most of which are still in the processing stage, and the industrial chain construction is not complete. As the "C-bit" industry of Pingdu, how to turn the production advantage into the data advantage has become a necessary question to drive the Pingdu false eyelashes industry to achieve a new upgrade.
In order to promote the transformation and upgrading of eyelash industry, under the impetus of government departments, pingdu city organized the establishment of Beauty Eyelash Association to further standardize the market order and lead the eyelash industry to accelerate the transformation to brand, digitalization and agglomeration. At present, it has absorbed nearly 100 enterprises of different sizes. Han Songming believes that with a good industrial foundation and policy support, a series of measures such as establishing industrial associations and building industrial parks will greatly promote the transformation and upgrading of Pingdu false eyelashes industry.
Technology empowers production, where should the false eyelash industry exert its strength?
From the perspective of raw material industry chain, Han Songming pointed out that the raw material of false eyelashes, chemical fiber drawing, contains high scientific and technological content. The price of high-end raw materials imported from South Korea is nearly 800,000/ton, and the price of domestic high-end materials reaches 200,000/ton, and the price of general quality ranges from 50,000 to 60,000/ton. He said that the particularity of wearing false eyelashes makes the products healthier and more environmentally friendly. At present, Pingdu has begun to invest in the construction of a beauty supporting industrial park, focusing on the production of raw materials for eyelashes. In the future, we will explore how to make environmentally friendly raw materials and realize the degradation of materials under the premise of satisfying the eyelashes’ senses.
In terms of intelligent manufacturing of false eyelashes, in 2022, Pingdu cooperated with the Robotics Research Institute of Zhejiang University to develop automation equipment, jointly build intelligent manufacturing and digital workshops, and improve production efficiency with the automation mode of man-machine combination. At the same time, the Ministry of Industry and Information Technology issued the production standards of wig and false eyelashes related industries, making false eyelashes products more friendly and safer.
Wang Haibo said that the profit of false eyelashes is not high, and the labor cost accounts for the vast majority of the cost of false eyelashes. Intelligent manufacturing can indeed effectively reduce the production labor cost. However, he believes that false eyelashes, as a special beauty product, are not standardized mold production, and the demand for labor is very large. The core link of its production still needs to adhere to pure hand-making, in order to give products more flexibility and variability, so as to maintain beautiful characteristics.
Han Songming also said that digital production does not mean a reduction in labor demand. Beauty and eyelash industry has always been a labor-intensive industry. Since 2015, the false eyelash industry has a compound annual growth rate of more than 50%, which is a rare sunrise industry in the beauty category. With the development of the whole industry, the demand for labor production and processing will only increase, which will only create more jobs and let more people live a good life.
For more exciting information, please download the "Yangguang. com" client in the application market. Welcome to provide news clues, 24-hour hotline 400-800-0088; Consumers can also complain online through the "Woodpecker Consumer Complaint Platform" of the Central Broadcasting Network. Copyright statement: The copyright of this article belongs to Yangguang. com and may not be reproduced without authorization. Reprint please contact: cnrbanquan@cnr.cn, we will be held accountable for the behavior that does not respect originality.
Reporting/feedback