{"id":51979,"date":"2021-06-18T15:46:18","date_gmt":"2021-06-18T07:46:18","guid":{"rendered":"https:\/\/daxueconsulting.com\/?p=51979"},"modified":"2021-11-18T10:57:54","modified_gmt":"2021-11-18T02:57:54","slug":"gaokao-test-lieflat","status":"publish","type":"post","link":"https:\/\/daxueconsulting.com\/gaokao-test-lieflat\/","title":{"rendered":"Zhihu pairs with stand-up comedian to tell Gaokao test takers it\u2019s ok to \u201clie flat\u201d"},"content":{"rendered":"\n

Zhihu, the Chinese Q&A platform (the equivalent of Quora), invited \u674e\u96ea\u7434 Li Xueqin, a standup comedian known for being a dropout from the prestigious Peking University, to cheer for those participating in the Gaokao exam this year and to answer the question, \u201cDoes Gaokao determine your future?\u201d<\/p>\n\n\n\n

\"Gaokao
Source: Images from \u77e5\u4e4e ZHIHU; \u6240\u6709\u96ea\u7434\u7684\u7b54\u6848 All Answers from Xueqin, ZHIHU x Li Xueqin Cheering for Gaokao campaign<\/figcaption><\/figure><\/div>\n\n\n\n

June 6th<\/sup>, 2021 <\/strong>was the first day of the annual Chinese National College Entrance Examination (NCEE), commonly known as the Gaokao (\u9ad8\u8003; lit-\u201cHigher Education Exam\u201d). Gaokao, the single most important exam in China, determines where students will go to college. Some even say it\u2019s the most important factor in one\u2019s future career and every step afterward. However, Xueqin shared the refreshing perspective that in a diversified society, with a failed Gaokao exam does not necessarily close the door to success. \u201c\u4e00\u624b\u597d\u724c\u4e5f\u53ef\u4ee5\u88ab\u6253\u5f97\u7a00\u70c2\uff0c\u53ea\u8981\u82df\u4f4f\u5c31\u6709\u53ef\u80fd\u518d\u6b21\u7ffb\u76d8 (A hand well-drawn could be misplayed. Hang tough, and you may turn the corner),\u201d said Xueqin, after she briefed her story of dropping out of Peking University.<\/p>\n\n\n\n

\"Li
Source: Images from \u77e5\u4e4e ZHIHU; \u6240\u6709\u96ea\u7434\u7684\u7b54\u6848 All Answers from Xueqin, ZHIHU X Li Xueqin Cheering for Gaokao campaign<\/figcaption><\/figure><\/div>\n\n\n\n

Zhihu used a concept of \u201c\u8fc7\u6765\u4eba the experienced\u201d. In China, people often call themselves \u201cthe experienced\u201d and boast their experiences and stories at dinner tables. However, \u201cthe experienced\u201d on Zhihu would not boast their experiences and gives pressure for others to try harder. They would share stories, good or bad, for readers to draw lessons from. They would sometimes share funny anecdotes and knowledge that just make people smile on a boring day.<\/p>\n\n\n\n

\"ZHIHU
Source: \u77e5\u4e4e ZHIHU WeChat Video Account; Screenshot and comments for \u6240\u6709\u96ea\u7434\u7684\u7b54\u6848 All Answers from Xueqin, ZHIHU X Li Xueqin Cheering for Gaokao campaign<\/figcaption><\/figure><\/div>\n\n\n\n

The video, named \u201c\u6240\u6709\u96ea\u7434\u7684\u7b54\u6848 All Answers from Xueqin,\u201d was released on all platforms before the Gaokao. Zhihu\u2019s video account on WeChat has received 100,000+ likes and 100,000+ reposts for this video commercial. The concept of \u201c\u8eba\u5e73 lie-down\/lie-flat\u201d mentioned by Xueqin has been a hot issue since April. China\u2019s Gen Z now uses \u201clie-flat\u201d as a silent protest reaction to \u201c\u5185\u5377 involution\u201d in China\u2019s society and the overwhelming stress on young people. Unlike other platforms and brands who would give enthusiastic prep talks to highlight the importance of the Gaokao exam, Zhihu said it is fine to lie down and relax. In the Zhihu question board of \u201c\u543e\u8f88\u95ee\u7b54 (Q&A of Our Generation),\u201d the question \u201c\u5982\u4f55\u8bc4\u4ef7\u674e\u96ea\u7434\u00d7\u77e5\u4e4e\u53d1\u5e03\u7684\u9ad8\u8003\u5e94\u63f4\u77ed\u7247\u300a\u6240\u6709\u96ea\u7434\u7684\u7b54\u6848\u300b\uff1fHow to evaluate Li Xueqin \u00d7 Zhihu’s short film “All Xueqin’s Answers” released by Zhihu?\u201d received 679,600+ views. Many netizens loved it, praising it for its honest and down-to-earth attitude. They commented that this is probably the only recent campaign that provided genuine emotional support for the stressed test-takers.<\/p>\n\n\n\n

This is the third time that Zhihu came up with a Gaokao related marketing campaign. Each year around the beginning of June, stressed high school seniors would seek answers on Zhihu for various questions surrounding the most essential exam in China. There are 4.8 million discussions under the \u201cGaokao\u201d topic, such as \u201cShould I confess my love to my crush?,\u201d \u201cHow to choose a college?,\u201d \u00a0\u201cShould I choose by the major ranking or general raking?,\u201d \u201cShould I join in the Student Union?,\u201d etc. With the heart touching commercial, Zhihu not only wants to reinforce its brand image of fostering genuine communities, but it also aims to promote its new column, named \u201c\u543e\u8f88\u95ee\u7b54 (Q&A of Our Generation).\u201d With the column, which was recently introduced in January 2021, Zhihu would ask questions about public issues, engage celebrities, social organizations, and the general public in the conversation, and seek answers together. (Read a related article A new era of parents in China: Some of the largest spenders in the country<\/a>.)<\/p>\n\n\n\n

Author: Zhiting (Vanessa) Sun<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Zhihu, the Chinese Q&A platform (the equivalent of Quora), invited \u674e\u96ea\u7434 Li Xueqin, a standup comedian known for being a dropout from the prestigious Peking University, to cheer for those participating in the Gaokao exam this year and to answer the question, \u201cDoes Gaokao determine your future?\u201d June 6th, 2021 was the first day of […]<\/p>\n","protected":false},"author":38,"featured_media":51982,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","inline_featured_image":false,"episode_type":"","audio_file":"","cover_image":"","cover_image_id":"","duration":"","filesize":"","date_recorded":"","explicit":"","block":"","filesize_raw":"","footnotes":""},"categories":[14201,5328,917,14199],"tags":[16298,4212,16297,122,4115,16300,16299],"daxue_industry":[],"class_list":["post-51979","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-campaign-of-the-week","category-education-market-in-china","category-higher-education-in-china","category-marketing-campaigns","tag-chinese-exam","tag-education-industry-in-china","tag-exam","tag-gaokao","tag-gaokao-in-china","tag-higher-education-exam","tag-zhihu"],"acf":[],"yoast_head":"\nZhihu and stand-up comedian tell to Gaokao test takers it\u2019s ok to \u201clie flat\u201d<\/title>\n<meta name=\"description\" content=\"Zhihu invited \u674e\u96ea\u7434 Li Xueqin, a standup comedian known, to cheer for those participating in the Gaokao exam this year and to answer the ...\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/daxueconsulting.com\/gaokao-test-lieflat\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Zhihu and stand-up comedian tell to Gaokao test takers it\u2019s ok to \u201clie flat\u201d\" \/>\n<meta property=\"og:description\" content=\"Zhihu invited \u674e\u96ea\u7434 Li Xueqin, a standup comedian known, to cheer for those participating in the Gaokao exam this year and to answer the ...\" \/>\n<meta property=\"og:url\" content=\"https:\/\/daxueconsulting.com\/gaokao-test-lieflat\/\" \/>\n<meta property=\"og:site_name\" content=\"Daxue Consulting - 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