Chapter 8: The Dragon Nirvana Chapter 540: Peak Dialogue (Two

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Program short film: When I saw this bustling scene on the screen, many people thought it was the scene of the railway station during the chunyun period. In fact, it was not. The scene we saw was the scene when the opening of Huashengkui in Chongqing on June 8. Although the local police department had temporarily controlled the opening of three surrounding streets when Huashengkui opened, the flow of people around the super commercial circle of Huashengkui still exceeded 140,000, which caused congestion on several roads around the shopping mall... Coincidentally, on January 18 last year, Guangzhou Huasheng

During the opening ceremony of Kui, a scene that was also as crowded as the luck was staged on the same day. On this day, Guangzhou Huashengkui created a myth in the retail industry of the country's shopping mall, with daily sales reaching 640 million yuan. Where is the source of this miracle? With curiosity, we came to Huashengkui's first store in Zhuhai Country, located in the bustling Xihua business district. Huashengkui's miracle began to take place here. Looking at the crowded crowds of people, high-rise buildings, dense neon lights and billboards, it is hard to believe that this place was still deserted three years ago, with only a few temporary sheds.

"Uncle, are you a local here?"

"I have lived there for more than 50 years, of course I am a local..."

"Oh, I heard that this was a wasteland before."

"Ah, it's not a wasteland, here is a stinky river. You can smell it from afar. The water is so dirty. It's like ink. It can't grow (vegetables). It's the most dirt-resistant. It's not good to plant leeks. They are all polluted, and the business is not easy to do. It's very dirty... Here... This large area used to be a garbage dump..."

"Now I can't see it..."

"We are a pilot zone for national reform. The Party and the state have good policies. Later, when we set up this mall here, there were more people, and foreigners came in a bunch of them. More than 100,000 a day, it was just a day..."

...

We came to the luxury store on the top floor of Huashengkui, which specializes in selling high-end jewelry and jade. Compared with the deserted and sparse passenger flow of other such stores, the store here is more like a lively department store selling ordinary goods. We noticed that many people who come here, from the outfit, are tourists coming to YN.

"Hello, are you here to buy things?"

"Oh, yes..."

"Are you here to travel to YN?"

"Yes, we are all in the same group..."

“Did the tour guide bring it?”

"No, the tour guides here in Yn are no longer allowed to take tourists into the shopping store. We came by ourselves and called out of the hotel. It's very convenient. I've been here once before, and it's the first time they have come..."

"I think everyone seems to have bought it..."

"When traveling, bring some things back for the souvenir, why not just come in vain..."

"It's yu stone and jade..."

"Well, just ordinary pendants are not too expensive. Yushi jade has appreciated rapidly in recent years. If you buy it and keep it, it can be considered as an investment to maintain your value..."

"Do you understand this? These jadeites and yu stones..."

"I don't know much..."

"Aren't you worried..."

"Don't worry..."

"Why……"

"Everyone who comes to YN travel knows that the yu stone jadeite products sold here are real..."

In Huashengkui's Jade Jewelry Store, the yu stone jade and gold and silver jewelry sold here every day have reached an amazing amount. We also saw a bronze medal hanging here, which is the "Yn Province Tourism Shopping Five-star Unit". As a national comprehensive reform experimental zone, Yn's tourism industry reform is also at the forefront of the country. Although the tour group fee has been increased, tourists are no longer brought to high-priced shopping stores by tour guides, but are sent to such a "Shopping Guide". Tourists who are just new here can buy what they want in various stores with such a "Shopping Guide". We randomly interviewed some group tourists who bought yu stone and jade jewelry in Huashengkui. From these tourists, we heard the most evaluations of "real" and "not slaughtering customers". Many tourists even knew that there was a Huashengkui here that could make people feel at ease to buy things.

For foreign tourists, the many national crafts with national characteristics in the Huashengkui craft counter made them linger and amazed. Similarly, before traveling to China, they knew from their friends or travel agencies that if they wanted to buy authentic and affordable Chinese crafts, they would come to China.

...

Host: Daily sales are 640 million, which can be said to be a myth.

Yan Chang: Local residents have strong purchasing power. For the 640 million yuan, a large part of it is the sales of top-quality jade jewelry and jewelry on the day of opening. At that time, we prepared 10 sets of top-quality jade jewelry jewelry with a unit price of over 30 million yuan and eight sets of red sandalwood and Yin Shenmu furniture industry sold out on the same day.

Host: After hearing the evaluation of domestic tourists on Hua Shengkui in the short film, President Yan, do you think this evaluation is pertinent?

Yan Chang: The goods are genuine and do not overestimate customers. The evaluation of these seven words is very pertinent.

Host: But I think this pertinent evaluation alone cannot support the achievements and miracles that Huashengkui has achieved today. There are many stores in China. I believe that it is not only Huashengkui who can get real and non-violent customer reviews. Here, you should have more things to share with us. From the first day of opening of the first store in MK Huashengkui to the largest comprehensive store brand in China, with sales exceeding the sum of the sales of the two major foreign supermarkets in Walmart and Carrefour in the Chinese market. It only took two years in between. In the three Huashengkui stores we just saw in the program, each of which had a daily turnover of more than 100 million yuan, and it has an extraordinary status in the industry. I think this is not something that can be summarized by a few words.

Yan Chang: In terms of business formats, although they belong to the retail industry, Carrefour and Walmart belong to supermarkets, and Huashengkui belong to large-scale emerging compound business forms and one-stop consumption places. Huashengkui's model is closer to 1, integrating shopping, catering, leisure, entertainment, tourism and even finance, and cultural functions. A Huashengkui is a complete business district. Because of the different forms, it doesn't make much sense to just look at the sales of the two. Huashengkui's stores include luxury goods such as jewelry, high-end furniture, department stores and supermarkets. In terms of supermarket operations, the supermarkets under Huashengkui still have a certain gap in sales with Walmart and Carrefour. Judging from the current situation of the retail industry in the entire country, the situation of zh enterprises is not very optimistic.

Host: I think more people will choose to ignore this gap, because it is more of an honor than a distance. The sales of Huashengkui’s supermarkets last year were 11.2 billion yuan, while the sales of Walmart and Carrefour were 18.9 billion yuan. Now everyone is concerned about why Huashengkui has achieved achievements that other national enterprises cannot achieve in 30 years in three years? This is indeed admirable. What is the secret here?

Yan Chang: Rather than saying that Huashengkui has achieved achievements that other enterprises in three years that cannot achieve in thirty years, it is better that Huashengkui has spent three years to meet the consumption needs that ordinary people in thirty years that cannot be achieved in thirty years. What is the consumption needs of the people? It is to hope to buy the best, most reassuring and safe products with the least money.

Host: Can you give us specific details?

Yan Chang: Four years ago, I went abroad for inspection. One of our bosses was accompanied by a department store in the United States. The boss was surprised to show me a denim ku. The price of the denim ku was 15 US dollars. According to the exchange rate at that time, it was almost RMB. The boss was surprised and asked him what he was looking at. He said that the favorite denim ku in China was from this brand. Once he accompanied him to the mall to buy it. In domestic shopping malls, the price of this brand of denim ku was more than 2 yuan, which was more than 20 times the price in the United States. We found the manager of the department store and asked him if this denim ku was produced in the United States, but we didn't.

What I thought was that the American manager told us that this denim ku is produced in China and is a genuine national brand. This discovery shocked us. In the subsequent investigation, we found more cases like this brand of denim ku. For example, shirts, some sold for $10 per piece in the United States, but 18 pieces in China. There are many cases of inverted prices in this type of product and price gap, everywhere. I was wondering at the time, why do our country's consumers have to use several times more or even dozens of times more than foreign consumers to enjoy the products we produce? Can there be a channel that allows consumers in China to enjoy the treatment of American consumers at home without going abroad?

Host: Is this the origin of Huashengkui?

Yan Chang: Yes, for a long time, there has been a wall between the consumers in China and the excellent products of China. What we have to do is to break this wall and let consumers in China grit their teeth and buy things from RMB with their dollars. For me, for the entire Huashengkui team, for the North Star Trading Club, and even for all Chinese people, this is not a dignified consumption behavior. Consumption requires dignity.

Audience:(Heavy applause

Host: I think I and many viewers who watch today's program will remember this sentence: consumption requires dignity. For more than one billion consumers in zhh, for a long time, everyone seems to have become numb. Facing the many counterfeit and shoddy products on the market, and facing many manufacturers and merchants who have rich and wealthy problems, they will shirke the responsibility and make you have no way to reason, each of us may more or less encounter some unpleasant consumption experiences. Many people say that customers are God, but more of them regard customers as lambs to be slaughtered. God needs real dignity rather than false promises. Whoever gives God this dignity will be favored by God. God, our vast consumers, will lift it up. This is a lesson that more zhhhh companies should learn. Let us once again give it to the Polaris Trading Club with applause and give it to more people who work hard for the dignity of consumers.

Audience:(Heavy applause

Host: President Yan just mentioned that there is a wall between such dignified consumption. How did you break this wall?

Yan Chang: To break this wall, both for those product manufacturers and for us, we face many problems. First, foreign countries, because they are facing an increasingly severe foreign trade situation, the external living environment of state enterprises is getting worse and worse. The pressure of the appreciation of the RMB and the increasing tariff or non-tariff barriers are compressing the living space of state enterprises. In this case, many companies that originally specialize in foreign trade products have to find a way for themselves and have to consider opening up the domestic market. In China, because of the existence of this wall, it actually brings pressure to the survival of enterprises. Although there are several eyes and several dongs on this wall, compared with the vast market space behind the wall, it is really insignificant. As long as we let the enterprises see the world behind the wall, the enterprises themselves will break the wall.

Host: Do many companies have such concerns? Although my brand is cheaper to sell abroad, it has always appeared as a high-end product in China. If we sell it cheaply, will it lower the brand value of the product and make it impossible to sell it?

Yan Chang: Yes, at the beginning, there were some tricks on the wall. Its annual sales in China were 30 million. It was worried that the market share of 30 million would be lost. We place an order for it, and your market share is 30,000. Then I place an order for you 10,000 orders. Do you do it? Just fools don’t...

Host: This is equivalent to giving Huashengkui the right to price the product? What is the price of this thing in the United States and what is the price in China?

Yan Chang: It should be said that Huashengkui, enterprises and consumers have reached an agreement in this regard. This is a win-win situation. 99 companies care about the survival and profit of the company. We can give it greater survival space and higher profits. Why doesn’t it do it? Consumers care about the quality, brand and price of the product. When the first two remain unchanged, we use lower prices to buy better products. If we don’t be suckers, consumers have no reason to be unhappy. Therefore, in many stores in Huashengkui, we can see that some brands of products will be snatched away by consumers when they open. Although we have already prepared a lot of goods, we still cannot resist the enthusiasm of consumers.

Host: So some media summarized this phenomenon as the "Huashengkui phenomenon". Wherever Huashengkui's store is opened, we can see that the prices of supermarkets and department stores will plummet. We will see that people are queuing up to buy various products in Huashengkui supermarkets and stores. We can see that many people are following and agreeing with it. Of course, some people are very depressed. Some people compare Huashengkui to a "price killer". What do you think about this?

Yan Chang: (laughs) I think we are guardians, price guards, and safety guards. Those who sell something to consumers for more than ten times the price are killers, and those who sell toxic and unsafe food and goods to consumers are killers.

Audience: (Applause).

Host: The first media to notice the "Huashengkui phenomenon" and put forward this view was "China Finance" magazine. Today, the editor-in-chief of "China Finance" magazine also sat on the scene. I have a question here, not what I want to ask, but it is asked on behalf of many market competitors of Huashengkui. This is the group of people who are most depressed about the "Huashengkui phenomenon". Before doing this episode, I received an email from a department store boss who was depressed about it. He asked me to help him answer a question here.

As a competitor of Huashengkui, before the opening of Huashengkui in their city, he led the management team of the company to Huashengkui in other cities to inspect it. He had some experience. After returning, he took the initiative to lower the prices of many products. Some products were even lower than those sold in Huashengkui. They were ready to fight a price war with Huashengkui. However, after the opening of Huashengkui in their city, he still found that his strategy did not play the due role. Consumers still pursued Huashengkui and left them aside. Why is this?

Jingdong: What is the most critical point to interpret the "Huashengkui phenomenon"? Maybe two years ago, or even three years ago, Huashengkui appeared as a store concept, but today, we find that this concept has changed in the minds of consumers. It is no longer a simple store concept, but a concept about consumption concept and consumer quality. This concept actually consists of several factors, and is a comprehensive concept. Price is just one of the factors. What are the other factors? What are the other factors besides price? I think the most important thing is...

One is quality, the second is culture, and the third is effect. In the consumption process, consumers of Huashengkui feel a three-dimensional, all-round consumption method that makes people feel comfortable and dignified. Consumers also have cultural and psychological pursuits in consumption, not just price. This is very important. The concept of "Jing Chinese Products" created by Huashengkui creates a cultural and psychological atmosphere. Whether it is hundreds of millions of jewelry, high-end furniture, hundreds of clothes and cosmetics, or even food worth a few dollars, this cultural and psychological atmosphere always runs through every business.

In the product, it can be said that every consumer who comes to Huashengkui is actually a patriot with a deep sense of national pride in his subconscious mind. Therefore, Huashengkui not only sells things, but allows consumers to experience the lofty and proud feelings in their hearts during the consumption process. When I first went to Huashengkui, I also felt this way. Seeing the dazzling array of goods in the store, I thought that these goods were all "jing products" among domestic products, I felt a sense of pride in my heart. What does the "Huashengkui phenomenon" mean to manufacturers? I think I am queuing now, waiting anxiously to enter.

The manufacturers entering the Huashengkui store review process will tell you the answer. The two titles "zh National Famous Brand Base Camp" and "listed company incubator" are nicknames given to Huashengkui by manufacturers. I think this is a very telling problem. Three years ago, Huashengkui was seeking those high-quality domestic brands. Today, it is those high-quality domestic brands or manufacturers and companies who want to become high-quality domestic brands. Huashengkui has become the market's best recognition proof of a certain domestic brand. Products entering Huashengkui have become a marketing method that is more influential than advertising on TV. This is the transformation.

Host: I think this change is something that all store operators dream of, or even dare not imagine, to make their own store a standard, a benchmark, and a market-oriented authority that can affect consumer demand. But how can this change be completed in three years? This is the most concerned issue for everyone...

Star East: Chun Yu Moisturizes the food silently. It is hard to say when this transformation was completed. This is a process of accumulation, but there is an example that can explain it well. Many consumers go to Huashengkui’s supermarket to purchase food. The first time they enter is strange, because many consumers see brand products in TV advertisements, but Huashengkui has not sold them? Why? Because Huashengkui’s quality control of food safety makes it impossible to enter those products that have been advertised. The hygiene and safety standards of every piece of food sold in Huashengkui are required by the quality of exported foods. The EU, the US, and the Japanese, you can at least reach one, and you can

If you are qualified to come in, instead of advertising on TV, you are qualified to come in. After entering, it is not counted. You must also sign a product quality bet agreement with Huashengkui. The amount involved in this agreement varies according to the product. As far as I know, the highest target amount reaches more than 500 million yuan. Once the quality and safety problems arise from the food produced by the manufacturer, the manufacturer's quality deposit of more than 500 million yuan will be wasted and it will become a claim fund for Huashengkui to compensate consumers. All manufacturers are well aware of the quality of their products. Manufacturers who do not meet the export standards and have no confidence in their product quality will not be able to enter Huashengkui.

Host: Is this standard too strict for enterprises in China?

Jingdong: In terms of product safety, especially food safety, we are not harsh on manufacturers, but we must be harsh on consumers. This is a two-choice question. Last time I went to Huashengkui to buy things, in the supermarket, I met an old lady who was pushing a shopping cart to buy things. The old lady went around the supermarket but did not find a bag of iodized salt. It was strange. I asked the supermarket salesperson, why can't you even buy a bag of salt in a supermarket? The waiter

He brought a bag of salt and a bag of sea salt to the old lady. The old lady was even more angry and said that it was coarse salt without iodine and would still be clumped. She didn't want it. The waiter told her that the unmarked anticoagulant on the packaging of the iodized salt sold on the Chinese market was potassium ferrocyanide, which was a highly toxic substance. Everyone saw those suicide agents on TV who were placed in their teeth and had a bite their teeth at critical moments and died immediately. The same chemical poison containing cyanide was the same type of ferrocyanide containing potassium ferrocyanide.

―k4fe―― Take 50-mg to death, and the lethal amount of arsenic is 500-mg. The poison of potassium ferrocyanide is ten times that of arsenic. The iodized substances potassium iodate or potassium iodide are also toxic substances. They are prohibited from being added to export foods. Europeans do not eat them, Americans do not eat them, Japanese do not eat them, African do not eat them, but we eat them every day, so Huashengkui never sells iodized salt. After hearing the salesperson's words, the old lady was stunned and I was also stunned. I didn't know that the salt we ate for three meals a day actually used highly toxic substances as anticoagulants. The waiter taught the old lady a lesson and also taught me a lesson. Later, I checked the information and found that the salt we ate before did not add this highly toxic substance, which was only available after 1989. The domestic "special salt" is the coarse salt without any chemical additives and anticoagulants.

Host: (I was shocked, I realized it after a while)... Well... Thank you. I also taught me a lesson today. I myself didn’t know that there were highly toxic substances in the salt I had eaten for decades. This... no... I don’t know why, it really shocks.

Jingdong: I don’t know why, and I don’t understand why some people have to add highly toxic substances to the edible salt we eat every day. This is definitely not for health reasons. For health reasons, these highly toxic and toxic chemical additives will be cancelled. The salt we eat is all European and American edible salt standards. It is obvious which one is better and who is worse... But fortunately, we still have Huashengkui to choose, and Huashengkui is helping us choose, and we can also buy something safe here. This is just an example. I think all consumers will go to buy things again after experiencing such education? They will tell their relatives and friends where to buy things. This is what I said. Huashengkui now represents a

People know that here is not just selling things, but guiding a correct and healthy consumption concept. You don’t have to know how everything you buy here is produced, but you can know that what you buy here will not be different from what American consumers, European and Japanese consumers buy, and is the same safe and reliable. Here, a firewall for harmful commodities that you cannot see is built with higher standards. Every product displayed here is a jing product among domestic products, which can allow you to buy without any concerns. This concept, this awareness, and this word of mouth will generate huge energy once it is understood and recognized by consumers. It is this energy that has created the Huashengkui phenomenon...

Host: I think President Yan should be proud and proud at this moment. As an ordinary consumer, I feel that I should be grateful. When the complex consumption environment around us trains our ordinary consumers to become chemistry experts and bargaining experts, Huashengkui is making consumption simple. In the fierce market competition, some people regard Huashengkui as a threat and competitor, but more Chinese companies regard Huashengkui as partners and opportunities. Last year, Chinese Supplier Association brought a special honor to Huashengkui - the "Chinese Supplier Association Most Valuable Partner Award". As far as I know, this is the first time this industry association has made such recognition of a company. Is that true?

Li Jun: Yes, this is the result of our association's questionnaire survey of more than 2,000 suppliers nationwide. In the "Most Valuable Partner" corporate survey, more than 98 of our association's more than 2,000 suppliers voted for Huashengkui. This situation is rare. Later, after research by the association's board of directors, we set this award.

Yan Chang:(公司

Host: As a partner, from your perspective, you must have your own opinions on the Huashengkui phenomenon.

Li Jun: Editor Fang of "China Finance" just now said that Huashengkui's success is not a simple price issue, I agree with this point, but in our suppliers' view, the price issue is related to our life and death. Huashengkui's success is not because of simple price, but Huashengkui is the most successful in price. Because for the majority of middle- and low-income people, the price difference and subtle price changes of similar products are very concerned about, and for us, the same is true for China's suppliers have been cooperating with supermarkets and stores for a long time.

But it is in a passive position. On the one hand, the store is desperately suppressing the entry price of goods. On the other hand, while reducing our prices, it also charges various fees for various reasons. The high entry fee is well known to everyone. In addition to the entry fee, there are also many listing fees, monthly rebates, advertising fees, promotion fees, annual holiday fees, barcode fees, end fees, store celebration fees, loss compensation fees and banners, baskets, empty floats, floor stickers, wall stickers, light boxes, DM special advertisements, personnel management fees and máo profit contrast fees, etc.

It can be said that all our suppliers are exhausted by these "unwritten rules", and these expenses are eventually passed on to consumers by stores and supermarkets. A bag of raw sugar with a factory price of 2.8 yuan, which is 3.5 yuan for supermarkets, and at least 9 yuan for supermarkets. All products, in the last link before entering the market, are artificially greatly raised. In our suppliers, the Huashengkui phenomenon is interpreted by the "catfish effect", because of Huashengkui's entry.

The store fee is only one-third or even lower than other supermarkets and stores. The cheap price ultimately benefits terminal consumers. If you sell something for 9 yuan in other supermarkets and only sell it for 6 yuan here, this is competitiveness, and consumers will buy it. If other supermarkets and stores want to compete with Huashengkui, they must change their own rules of the game and loosen the tightening curse for our suppliers. So, the lovely company for our suppliers is Huashengkui. What is our most sincere hope? It is to hope that one day, Huashengkui's stores will be open all over the country.

Yan Chang: The problem mentioned by Secretary-General Li just now reflects the problem of survival pressure faced by suppliers in China, which is essentially the economic security issue of the country. Fuxi Company released the "White Paper on Retail Industry in China" this year. In this report, some data are shocking. Currently, more than 300 large foreign retail enterprises in China are established in violation of regulations. The world's 50 largest retail enterprises are flocking to China. The domestic over-opening of the commercial retail field, and the increasingly strong voice and control of foreign capital in the commercial retail field. In fact, more and more Chinese enterprises are being put into more and more living space. The survival pressure faced by suppliers in China is a portrayal of this reality.

All those who run enterprises know one thing: channels are king, and our enterprises depend on foreign trade too much, but in foreign markets, we do not have any channels. All channels are controlled by foreign capital, and others can hinder our enterprises at any time. Now, if we even control domestic channels by foreign capital and make domestic enterprises lose their voice in the channel, the system risks accumulated by the entire country's economy will be improved several times or even dozens of times, and the ability of national government to regulate the economy will be greatly weakened. From this perspective, the achievements made by Huashengkui now are still insignificant. We also hope that more national enterprises can grow up in the shortest time and shoulder the responsibility of opening up the living space of Chinese people.

Host: Can Huashengkui’s model be copied?

Yan Chang: There are no two identical leaves in the world, and there are no two identical enterprises. The growth soil rooted in Huashengkui is determined by the North Star Trading Company's business management model and the combination of capital and industry. It is a microcosm of the strength and influence of the trading company. In this process, we are constantly learning and reviewing, learning from excellent trading companies in Japan, such as Mitsui, Mitsubishi and Sumitomo, and learning to review their successful experiences. As a national comprehensive reform experimental zone, the current approved trading company pilot companies include We and Yilong, but in other places in China, such as Jiangsu and Zhejiang, the potential for developing comprehensive trading companies is even greater. In fact, some local business associations have already taken the prototype of comprehensive trading companies.

Host: President Yan just mentioned two words repeatedly, that is, study and review. When dealing with the complex and changing international and domestic economic situation, what do you think is the most important thing we should learn from Japanese trading companies? What should be worth reviewing?

Yan Chang: Comprehensive trading companies are the most extensive economic and broadest vision among Japanese consortiums. When dealing with complex and changing international and domestic economic situations, a broad vision is the most important. This is what we should learn, but learning is not for simple imitation, but for transcendence. Therefore, we also need to review. Japanese trading companies are rooted in Japan's specific social and cultural background. Our country has our specific social and cultural background. The two have similarities and differences. This requires continuous review and search.

Host: The process of trading and socialization of our enterprises has been the focus of attention of all parties in the past two years. From Yilong to Polaris, from China Optoelectronics, to Huashengkui, these zh-national enterprises that have rapidly risen with a comprehensive trading background have had an increasing impact on our daily lives and the country's industry and economic map in the past two years. At the same time, we have also seen that behind the growth of these enterprises, there are many debates. Some provinces and cities are striving to become a new national comprehensive trading pilot area. Of course, we can also hear a lot of opposition, believing that the development of comprehensive trading companies will deepen industry monopoly, and the country's various policies are also undergoing some subtle adjustments and changes. The status of comprehensive trading companies has not been completely stabilized. How do you view these debates and the status and responsibility of emerging comprehensive trading companies in the national economic life circle, Director Zhang?"

Zhang Dianbing: First of all, I want to say that it is normal to argue, but it is abnormal to not argue. This reflects the fairness and openness of the market economy environment. The fairness and openness of the market economy environment are what our government has always emphasized. Our fairness is not only fair to foreign investment, but also to domestic enterprises, especially private enterprises whose contributions in social employment and national fiscal revenue account for more than two-thirds of the country. It must be fair and open. The pilot of trading and socialization in YN is the embodiment of this spirit. This process will touch and change
To be continued...