General Secretary of the Supreme Leader attaches great importance to network security, pointing out that "there is no national security without network security". The security of cyberspace includes not only the security of the network itself, but also the generalized security of data, information system, intelligent system, information physical integration system and so on. Data security is the foundation of cyberspace security and an important part of national security. Its importance has attracted the attention of government departments, enterprises and institutions, and it is also a research field that researchers need to pay more attention to.

Guan Xiaohong

Academician of China Academy of Sciences,

Director, Department of Electronics and Information, Xi ‘an Jiaotong University,

Chief scientist, Key Laboratory of Intelligent Network and Network Security, Ministry of Education

　　On September 1, 2021, the Data Security Law of People’s Republic of China (PRC) (hereinafter referred to as the Data Security Law) came into effect, which further ensured that data was in a state of effective protection and legal utilization, so as to better protect the legitimate rights and interests of individuals and organizations and safeguard national sovereignty, security and development interests. Based on this, it is necessary to adopt a two-pronged approach of technology and management, put forward systematic countermeasures and solutions, and formulate relevant standards and implementation methods.

　　Connotation of data security

　　Data security refers to taking necessary measures to ensure that data is in a state of effective protection and legal utilization, and has the ability to ensure a continuous security state. Data security should ensure the safety of the whole process of data production, storage, transmission, access, use, destruction and disclosure, and ensure the confidentiality, integrity and availability of data processing. In addition, we should also deal with the relationship of public data in a heterogeneous way, such as personal name, contact information, vehicle registration, social media and so on. Although these are all non-entity implied data, they often involve personal privacy and may even cause public safety problems such as real-time positioning.

　　Data security is closely related to network security, information security, system security, content security and information physical integration system security. In order to better understand the connotation of data security, it is necessary to summarize its main related contents.

　　Network security mainly refers to the safe operation of the Internet, other information networks and computer networks, monitoring and preventing attacks against and from the network, and ensuring the safe operation and legal use of network infrastructure. Data security involves the security in the production, transmission and use of network data, and ensuring the confidentiality, integrity, availability, authenticity and controllability of network data is the main task of network security.

　　Information security mainly refers to ensuring the availability, confidentiality, integrity and non-repudiation of information in the process of transmission, processing and storage of systems and networks, including the security of cryptographic systems. Among them, the data security involved in information security mainly includes two aspects: first, it refers to the security of the data itself, and generally adopts modern cryptographic algorithms and other technologies to actively protect the data; Second, it refers to the security of data protection, which usually adopts modern information storage and other means to actively protect data.

　　System security mainly refers to the safe operation of software and hardware information systems such as operating system, cloud system, terminal system and application software system, to ensure that the system is not attacked by malicious codes and other malicious attacks, and to ensure the normal operation and legal use of the system. Data security is the key factor of system operation security.

　　Content security mainly refers to the authenticity, reliability and legality of information content in the process of network communication. Content security involves the association of users’ multi-source data, the theft of private data, social network confrontation and other security issues.

　　The security of information and physical integration system mainly refers to the comprehensive security of key infrastructure such as energy and transportation, involving the engineering security of physical system and the network information security of information system and the security under their mutual influence. Information physics fusion system has the characteristics of flowing among data flow, energy flow and material flow. Data security and infrastructure engineering security interact with each other, resulting in new comprehensive security risks.

On May 27th, 2021, 2021 China International Big Data Industry Expo was held in Guiyang, Guizhou Province. The picture shows the participants stepping into the "Digital Expo" site.

　　The importance of data security

　　Data security is closely related to network security and is an important part of national sovereignty and national security. General Secretary of the Supreme Leader pointed out that data, as a new production factor, has a great influence on the transformation of traditional production methods. General Secretary of the Supreme Leader stressed: "We must effectively protect national data security. It is necessary to strengthen the security protection of key information infrastructure, strengthen the national key data resource protection capability, and enhance the data security early warning and traceability capabilities. "

　　Network data is one of the main targets of network attacks, for example, man-in-the-middle attacks may destroy the integrity and authenticity of transmitted data. At present, some network platforms, while providing services, have some problems, such as over-demanding, over-collecting, storing and sharing network data, and even "transferring" the rights and interests of data subjects to unauthorized institutions, thus threatening the security of network data processing and leading to serious network security risks. Ensuring network data security is an important basis for maintaining network security.

　　Data security is also the core of information security. Under the trend of intelligence, data forgery based on intelligent technology brings new challenges to information security. Taking face information forgery as an example, face data can be falsely generated by intelligent technology, which leads to errors in judgment of human and machine perception systems, personal privacy violations, commercial fraud and other problems, and even social crisis.

　　In recent years, intelligent systems are facing data security threats such as antagonistic samples and data pollution. Attackers can add malicious input samples formed by subtle interference, which leads to errors in the prediction results of intelligent systems, resulting in serious security risks of intelligent systems; You can even add a certain proportion of malicious samples to the normal sample data set for training through data pollution, which will trigger many intelligent systems to make mistakes and cause security hazards. Therefore, ensuring data security is an important means to maintain system security.

　　In terms of personal use, users’ data security may cause content security problems. Based on massive multi-source heterogeneous user data, including user interactions such as friends’ relationships, criminals can realize cross-network correlation analysis, generate fake text content with a low threshold, generate guiding information through specific subject content and deliver it to the target group, so as to achieve illegal purposes such as creating social contradictions.

　　In addition, errors in measurement or control data related to key infrastructure such as energy and transportation may cause cascading failures, resulting in serious security threats to information and physical integration systems. For example, in 2010, the international "earthquake net" attack against nuclear power plants destroyed the normal operation of centrifuges by hijacking and forging malicious control instructions, and at the same time stole and reset the system data during the normal operation of centrifuges to avoid the operation monitoring of the system, which eventually caused serious consequences of a large number of centrifuges being damaged.

　　To sum up, ensuring data security and promoting data development and utilization can effectively safeguard network security, information security, system security, content security and information physical integration system security, thus safeguarding national sovereignty, security and development interests.

　　Safeguard measures and innovation paradigm of data security

　　Ensuring data security is a complex system engineering. The general provisions of the Data Security Law stipulate that the competent departments of industry, telecommunications, transportation, finance, natural resources, health and wellness, education, science and technology shall be responsible for data security supervision in their own industries and fields. Public security organs and state security organs shall, in accordance with the provisions of this Law and relevant laws and administrative regulations, undertake the duties of data security supervision within the scope of their respective duties. In addition, it is stipulated in Article 16 of Chapter II that the state supports the research on data development and utilization and data security technology, encourages technology popularization and business innovation in the fields of data development and utilization and data security, and cultivates and develops data development and utilization and data security products and industrial systems. Therefore, to deal with the threats and challenges faced by data security, it is necessary not only to ensure the security of data in the whole life cycle from the perspective of science and technology, but also to provide legal basis and policy guarantee for data security protection from the perspective of government governance and cooperation with multiple departments by perfecting laws and regulations and establishing a supervision system.

　　Facing the data security in the whole life cycle of data production, storage, transmission, access, use and destruction, it is difficult to guarantee the accuracy, authenticity, fairness and security of data in the process of data production and collection, so we can establish a data classification management system by means of data classification. At the same time, technologies such as blockchain and digital watermarking can be used to identify and record data sources to prevent malicious tampering. In addition, through malicious data filtering technology, the possible biased samples, forged samples and antagonistic samples in the data are filtered, thus ensuring the safety of data production.

　　First of all, in view of the security problems such as unauthorized access to data, modification or destruction of data in the process of data storage, data can be encrypted by efficient encryption algorithm to ensure the security of data; Through the key management service, the whole life cycle security management of keys is realized; The data security is guaranteed by various strategies such as storage replication, data redundancy and hard disk protection.

　　Secondly, in view of the security problems in data transmission, a complete data gene system can be constructed by using data gene technology to ensure traceability, traceability and correlation during data transmission, so as to ensure the correctness of data transmission; Encrypted transmission can be used to encrypt data and secure data transmission through secure transmission protocol.

　　Thirdly, in view of the various malicious attacks and decryption algorithms in data access, which may lead to malicious and illegal access to data and lead to serious consequences such as data leakage, theft and abuse, new access control and multi-factor authentication mechanisms based on blockchain can be used to verify and authorize user identity.

　　Finally, in view of the security problems of data use, technologies such as data anonymization and data desensitization can be adopted to ensure that data is accessed and processed within the authorized scope, and to prevent security problems such as data theft, privacy disclosure and damage. In the process of data destruction, common methods are easy to cause incomplete data destruction and malicious recovery of data content, leading to serious security risks such as data leakage. Therefore, data can be completely destroyed or deleted by means of data association destruction, soft destruction and hard destruction.

　　At present, in order to solve the problem of data security protection, it is urgent to create a new computing paradigm constrained by privacy protection and security, and combine the technologies of edge data storage, decentralized distributed data storage and anonymous sensitive information to build a distributed data security management scheme to realize data security and privacy protection services. For example, enterprises or individuals can store files on edge devices through near-end services such as data encryption, and store data in a decentralized distributed storage system in combination with encrypted transmission. At the same time, they can manage and authorize access to anonymous personal files of sensitive information through blockchain and other technologies to realize data security and privacy calculation subject to security and privacy constraints.

　　At the same time, we should strengthen the formulation and implementation of data security-related laws and policies to make them an important part of the social governance system, and at the same time strengthen data security supervision and build a data security management system. Through the top-level design, detailed implementation rules are formulated, data ownership, use right and responsibility attribution are divided, and management methods such as hierarchical management and hierarchical protection are implemented. Combined with technical means, the data security computing paradigm based on the organic combination of data hosting and national supervision is realized.

　　Generally speaking, data security is not only an important aspect of safeguarding national security, but also closely related to personal rights and interests. Therefore, it is necessary to adopt a new paradigm of combining management and technology, establish a life-cycle data security technology system, and realize comprehensive and effective protection of data security.

The original Web-to-Web Transformational Medicine Network is included in the topic # 660 contents of the latest research.

This article is original for Translational Medicine Network, please indicate the source.

Author: Tiffany

Introduction: Green tea, the most widely consumed tea, is characterized by clear soup and green leaves. Because green tea has not been fermented, it retains the most primitive substances in the fresh leaves of tea trees to the greatest extent. Among them, tea polyphenols, amino acids, vitamins and other nutrients have been largely retained, which provides the basis for the health care efficacy of green tea. For this reason, green tea is more and more popular with everyone. The popularity and popularity of green tea in the world has promoted the scientific community’s curiosity about it, and carried out research. Scientists want to find out whether this kind of green tea is beneficial to human health. What kind of role does it play? Recently, a group of scientists conducted in-depth research on the efficacy of green tea and made novel discoveries. ……

Lu You once wrote in "Try Tea": "The north window is high and snores like thunder, who will send vanilla for a dream?" It shows that tea has a refreshing effect. Tea is refreshing because it contains caffeine, which can excite the central nervous system and cerebral cortex to a certain extent, and has the effect of refreshing the mind and clearing the heart. In fact, green tea has more than one function, and it plays a certain role in people’s life and health. Here, let’s take a look at some effects of green tea:

Studies have shown that catechins in green tea have inhibitory effects on some bacteria that cause human diseases, and tea polyphenols have strong astringency, obvious inhibitory and killing effects on pathogenic bacteria and viruses, and obvious anti-inflammatory and antidiarrheal effects. Viruses and bacteria breed in summer, so drink more green tea to keep healthy.

In addition, there is a record in the Tang Dynasty’s "Materia Medica" that the efficacy of tea is "slimming after eating for a long time" because drinking tea has the effect of promoting digestion. Because caffeine in tea can increase the secretion of gastric juice and accelerate the digestion and metabolism of food. The cellulose in tea can also promote gastrointestinal peristalsis. Big fish and big meat can help digestion if you don’t digest it.

Also, fluorine and polyphenols in green tea are good for teeth. Green tea soup can effectively inhibit the reduction of calcium in human body, and also cooperate with the effect of sterilization and disinfection, which is beneficial to the prevention of dental caries, tooth protection and tooth fixation.

In addition, tea polyphenols and their oxidation products have the ability to absorb radioactive substances. Clinical trials of relevant medical departments have confirmed that cancer patients may cause mild radiation sickness with leukopenia during radiotherapy, and the treatment effect with tea extract is very good. Office workers spend a lot of time facing the computer, and they are unconsciously injured by radiation. Choosing green tea is indeed the first choice for white-collar workers.

Importantly, green tea also reduces the risk of cancer. Unfermented green tea keeps polyphenols from being oxidized. Tea polyphenols can block the synthesis of nitrosamines and other carcinogens in the body, and can scavenge free radicals and reduce the damage of free radicals to related DNA in cells. There is obvious evidence that free radicals can cause various discomfort symptoms in the body, among which cancer is the most serious one. Drinking green tea often removes free radicals in the body, thus reducing the risk of cancer.

Recently, scientists from the Health Science and Technology Department of the Federal Institute of Technology in Zurich launched an important research on green tea from two other angles. They wanted to explore the effects of green tea on health and aging, and what kind of relationship they had. These studies can help people make decisions and know how to buy and drink green tea. Let’s take a look at this interesting experiment and the findings from it.

Scientists published their research results in an article entitled "Green tea Catechings EGCG and ECG enhancement the fitness and lifespan of Caenorhabditis elegans by complex I connotation" in Aging-US:

In recent years, some clinical trials and epidemiological studies in the scientific community have revealed that drinking green tea can bring health benefits, including: significantly reducing systolic blood pressure and fasting blood sugar, and promoting weight loss in patients with type 2 diabetes and obese women. The most abundant polyphenols in green tea are epigallocatechin gallate (EGCG), epigallocatechin gallate (ECG), epigallocatechin gallate (EGC) and epicatechin (EC), which constitute 30-42% of the solid extract of green tea. EGCG and ECG account for about 50% and 20% of the total catechins in green tea. These awkward names actually have great effects on human health. Let me introduce one of the most important ingredients —EGCG:

EGCG is the main catechin component in green tea, accounting for 59% of the total catechin components. It is an effective antioxidant, antiangiogenic and antitumor agent. EGCG has been used to study its role in chemoprevention of various tumors, including liver cancer, stomach cancer, skin cancer, lung cancer, breast cancer and colon cancer. Studies have shown that EGCG can induce cell apoptosis, promote cell growth stagnation and prevent cancer by affecting signal transduction pathways. Moreover, EGCG also has inhibitory effects on many viruses, including HCV, HIV-1, HBV, HSV-1, HSV-2, EBV, adenovirus, influenza virus and enterovirus, and several enzymes, including DNMTs, protease and DHFR.

Moreover, EGCG has an unexpected and important inhibitory effect on COVID-19. In 2020, since the outbreak of COVID-19, the Key Laboratory of Pu ‘er Tea Science of Yunnan Agricultural University, in view of the biological characteristics, transmission characteristics and emergency needs of public health risk prevention and control in novel coronavirus, and in conjunction with Kunming Bio-manufacturing Research Institute Co., Ltd., has carried out emergency scientific and technological research on virus prevention and research and development of related preparations, focusing on screening effective molecules that can block virus infection and prevent and treat Covid-19 infection from food and medicine homologous plant molecules. Under the leadership of Professor Sheng Jun, the research team has made breakthrough progress. The research team found that EGCG (epigallocatechin gallate), an effective monomer molecule screened from tea, can strongly bind Covid-19 S protein (Kd=121nM) and effectively block the binding between Covid-19 S protein and human ACE2 receptor. At the same time, it is found that EGCG can not only prevent the combination of the two, but also promote the dissociation of the S protein that has bound to the receptor. At present, no molecule has been found at home and abroad that has strong affinity with Covid-19 S protein and can effectively block the binding between S protein and ACE2. This discovery provides very valuable scientific data for the development of related preparations for the prevention and treatment of Covid-19 infection, and at the same time provides an innovative model for emergency screening of antiviral components from the treasure house of edible and medicinal plants and rapid clinical use.

A previous randomized, placebo-controlled clinical trial confirmed how safe it is to take 400 mg of EGCG daily for one year. Further data showed that after 6 months, the plasma EGCG concentration reached a measurable level. In this new experiment recently, scientists tested the bioavailability of EGCG and various food supplements. After fasting for one night, scientists gave them 150 mg of green tea extract. After 60-180 minutes, their plasma level peaked at 10 ng/ml/kg. Experiments in different model organisms show that the beneficial effects of green tea catechins on life span are due to metabolic adaptation and enhanced resistance to reactive oxygen species (ROS). For example, adding EGCG-rich green tea extract (10 mg/ml EGCG) to the diet can affect the glucose metabolism of Drosophila melanogaster, improve its health quality and prolong its life. In addition, green tea polyphenol water (80 mg/l) can prolong the life span of male C57BL/6 mice. In addition, the treatment of Caenorhabditis elegans with EGCG with a concentration of 50-300 μM can promote the longevity of Caenorhabditis elegans, among which 200 μM EGCG is the most effective dose to prolong the longevity through AMPK/SIRT1 and FOXO.

However, the bioavailability of green tea catechin in mammals is poor, which makes it unlikely to reach this concentration after oral administration in humans. However, some independent clinical trials have confirmed that drinking green tea can improve many health indicators. The maximum plasma concentrations of EGCG, ECG and EC in human body are about 2.5 μM after administration of up to 4.5 g decaffeinated green tea solids. Therefore, we tested whether 2.5 μM is still enough to prolong the life of nematodes by inducing mitogen response. Through experiments and summary, we found that EGCG and ECG enhanced the fitness and life span of Caenorhabditis elegans at the concentration of 2.5 μM m. This relatively low dose is enough to inhibit the activity of mitochondrial respiratory chain of nematodes. In addition, the temporary increase of reactive oxygen species may promote the activity of PMK-1, thus promoting the corresponding signal cascade including SKN-1 and DAF-16. These signal pathways can enhance the activities of reactive oxygen defense enzymes, such as superoxide dismutase and catalase, enhance the ability of anti-oxidative stress, improve health level and prolong people’s life span, thus causing adaptive response. As long as the metabolism changes for a long time, the fat content will be significantly reduced.

Although the bioavailability of EGCG and ECG is relatively low, drinking 4 cups of green tea every day for 8 weeks can significantly reduce body weight. It has been reported that EGCG of 50-300 μM can prolong the life of Caenorhabditis elegans. Here, we show that 2.5 μM EGCG and ECG can also reach this concentration, which is enough to prolong life. In addition, its function is to increase anti-stress ability through adaptive mechanism. In this cellular rhythmic reaction, EGCG and ECG initially played the role of pro-oxidant by stimulating the increase of reactive oxygen species. EGCG and ECG show anti-oxidation characteristics for a long time because instantaneous reactive oxygen species burst can induce anti-oxidation defense mechanism. At high concentration, EGCG and ECG may have harmful effects due to excessive reactive oxygen species. This feature has become obvious in the study of cancer cells. EGCG is an amphoteric molecule with hydrophilic and lipophilic characteristics, which makes it not only fully soluble and widely distributed in the body fluid environment, but also allows it to cross the cell membrane and combine with intracellular targets. The unique structural characteristics of EGCG endow it with anti-cancer properties, which makes it not only play a role in preventing cancer at the initial stage of carcinogenesis, but also play an important role in controlling the progress and metastasis of cancer. EGCG can be used for many cancer types such as liver cancer, lung cancer and prostate cancer. The antioxidant potential of low concentration green tea catechin is considered as a potential solution to prevent tumor occurrence.High dose of catechin may be used as an anti-tumor drug because it can induce the formation of a large number of reactive oxygen species and apoptosis. It is worth noting that EGCG is more effective than ECG in inducing cytotoxicity of human tumor cells and inhibiting the movement of cancer cells. In fact, EGCG takes only 6 hours, while ECG takes 12 hours to affect mitochondrial respiration, reactive oxygen species and ATP levels. However, these compounds have similar effects in long-term use, and they can have similar effects in prolonging life, enhancing sports and resisting stress!

Catechins can not only trigger cell division reaction by influencing transcription factors and enzyme activities, but also exert direct antioxidant potential by scavenging active oxygen. Although some studies have reported a moderate increase in plasma antioxidant capacity after drinking green tea, compared with the antioxidant potential of glutathione reaching 1-11 mM level in cells, the proportion of catechins with complete structure reaching the target tissue is still negligible. Through experiments, we can confirm that it is necessary to increase the initial level of reactive oxygen species in order to induce the adaptive mechanism and improve the antioxidant performance.

Previous studies have shown that in the cell culture model, after the application of 50 μM EGCG, the level of hydrogen peroxide increased and the level of glutathione decreased in a dose-and time-dependent manner. However, the mechanism of reactive oxygen species formation induced by EGCG and ECG is still unclear. In the present study, we found that EGCG and ECG inhibited ETC complex I. Experiments on cerebellar granule neurons in rats show that EGCG accumulates obviously in mitochondria, and this polyphenol accumulates in mitochondria up to 90-95%. This finding is consistent with a large number of literatures describing polyphenols as compounds targeting mitochondria. Therefore, we isolated mitochondria to study the effects of EGCG and ECG on mitochondrial ETC complex. The separated mitochondria are separated from their natural environment and signal transduction process, and the separation process brings the risk of shearing force destroying the mitochondrial membrane. However, the uptake of drugs by mitochondria depends on the integrity of inner and outer membranes of mitochondria, including the functions of transporters and carriers. Since 25 μM EGCG and ECG are necessary to significantly inhibit the activity of mitochondrial complex I isolated from mouse liver and hinder the mitochondrial respiration of mitochondria isolated from rat liver, we assume that the separation process affects the integrity of mitochondrial membrane, so mitochondria have the potential to effectively absorb catechins.

In addition, we found that the temporary obstruction of mitochondrial respiration is accompanied by the temporary increase of reactive oxygen species (ROS) level and the temporary decrease of ATP, which triggers the signal pathways related to life extension. EGCG and ECG can promote life extension, benefit health and enhance stress resistance when used in low doses.

Experimental results

The oral absorption and absolute bioavailability of green tea catechins in mammals are very low. After ingesting no more than 4.5 g of decaffeinated green tea solids, the highest plasma concentration reaches 2.5 μM m.. However, some independent clinical trials have reported the beneficial effects of EGCG and ECG on health parameters. Therefore, we assume that lower concentrations of EGCG and ECG are still effective and improve the life span and stress resistance of nematodes. In fact, the application of EGCG and ECG at a concentration of 2.5μM is enough to significantly expand the medium and thus prolong the life of Caenorhabditis elegans:

Next, we tested whether prolonging life is also related to improving health and stress resistance. Exercise depends on functional muscle mass, connective tissue and neuron signals. Therefore, exercise ability is a suitable sign of health. In our experiment, nematodes were given EGCG and ECG, and after 7 days, it was observed that their motor ability was obviously improved:

In addition, the tolerance of nematodes to free radical generator paraquat was significantly improved after ingesting ECGC and ECG for 7 days. Therefore, our conclusion is that EGCG and ECG can enhance and obviously improve their health and stress resistance! These two indicators are the key to health!

In a word, from our experiment, we found that the application of green tea catechin EGCG and low dose ECG can prolong the life span of nematodes by inducing cell division reaction. Therefore, inhibition of complex I caused a transient increase in ROS, stimulated antioxidant defense enzymes SOD and CAT, and activated PMK-1/SKN-1/DAF-16 pathway. In addition, the inhibition of complex I leads to the temporary decrease of ATP level in cells, thus activating AAK-2/SIR-2.1 signal. In the long run, if these energy-dependent and ROS-dependent pathways are reconnected, it will lead to the reduction of fat content, which will be more beneficial to people’s health and prolong their life.

Our clinical trials have confirmed the safety of EGCG and emphasized that EGCG has great potential in fighting age-related cardiovascular and metabolic diseases! The experimental study on the physical and clinical parameters of rodents over time requires further clinical trials to determine the optimal time and dosage of catechins. Finally, these studies describe the additional effect and downstream mechanism of complex I inhibition. Although promising results have been obtained in animal experiments, the low bioavailability of EGCG still raises a question, that is, whether green tea catechin can effectively produce reliable and beneficial effects in humans. Therefore, scientists need more efforts to identify complex I inhibitors with higher bioavailability.

After reading this article, do you have a deeper understanding of the efficacy of green tea? Its efficacy can be said to be multifaceted. In life, it can not only improve our health quality; In the face of diseases, it also plays a certain role in preventing fatal diseases. Therefore, in life, it should become a role that cannot be ignored!

References:

https://www.aging-us.com/article/203597/text

Note: This article aims to introduce the progress of medical research, and cannot be used as a reference for treatment programs. If you need health guidance, please go to a regular hospital.

Read the original text

Author: Yu Jiahui

Health, this topic is suitable for all ages, but everyone’s way is very different. Young people like to "live to the limit and make up to the extreme", focusing on a pulling feeling of "making up while consuming"; Middle-aged and elderly people prefer a more moderate and leisurely philosophy of health preservation. After all, their goal is to grow old gracefully and healthily.

With the improvement of people’s active health awareness, especially among the middle-aged and elderly people who have money and leisure, health preservation has become their new hobby. The short video platform has become a new base for this group of "health seekers" with its rich health care content. Tik Tok and Kuaishou have a lot of head accounts, thanks to this group of loyal middle-aged and elderly fans. According to the research of QuestMobile, the proportion of middle-aged and elderly users who watch live broadcasts in Tik Tok and Kuaishou is close to 30%, among which the proportion of users aged 51 and over is as high as 18.9%, ranking first among all age groups.

In fact, it is not difficult to understand that these short video platforms provide a convenient learning and sharing platform for middle-aged and elderly people, and also allow them to buy what they want without leaving home. More importantly, the strong interaction between the live broadcast rooms has brought them spiritual comfort and added a touch of bright color to the dull and lonely life.

What kind of health anchors do middle-aged and elderly people like to watch?

"beginning of spring, the prelude of all the year round, all things recover, and the sun be the spirit rises again. In the early spring, the wind is strong, and if you don’t pay attention, you will feel cold, and the wind is the length of all evils. Therefore, we should pay attention to doing the homework of wind prevention in spring. "

Aauto Quicker, a popular anchor of traditional Chinese medicine, shared this seasonal health preserving speech in beginning of spring that day, and taught a simple health preserving movement in the video, which gained thousands of likes and as many as 600 comments.

When we study the health preferences of middle-aged and elderly people, we will find that they tend to have higher recognition of Chinese medicine. As a traditional medicine in China, after two thousand years of cultural accumulation, Chinese medicine’s concept is more in line with the cognition and outlook on life of middle-aged and elderly people.

On the one hand, compared with modern medicine, the theory of TCM is easier to understand, mainly from the macro analysis and reasoning, and the threshold for the anchor’s explanation is lower, which is nothing more than harmonizing yin and yang, dredging qi and blood, and centering on meridians, physique, seasons, daily life, diet, emotions and so on.

Some health anchors hang the titles of Dr. XX, Professor XX, Dr. XX and descendants of XX, mainly to share medical knowledge or health skills, and some sports sparring anchors take a cordial route. A title leading the square dance is enough.

Their live content can be roughly divided into two categories: sports sparring and health conditioning. The former is to exercise regularly with middle-aged and elderly people, which is different from young people’s pursuit of sweating. Middle-aged and elderly people prefer aerobics, square dance and Tai Chi with slow rhythm and simple movements. The latter is more about conditioning the body through Chinese medicine theory, such as meridian slapping and acupoint massage.

After observing the characteristics of some health anchors, we summed up several strategies to attract middle-aged and elderly people.

First, the content should be combined with the anchor’s personnel, which should be both professional and friendly; Second, the live broadcast time conforms to the life and rest of the elderly, such as broadcasting at 6 am; Third, the clothes are in line with the aesthetics of middle-aged and elderly people, teaching square dance to wear colorful sportswear, teaching aerobics to wear Tang suit, and teaching acupoint massage to wear white coats; Fourth, the live broadcast is interspersed with interactions to patiently answer the questions of the elderly and enhance understanding.

Live consumption, beware of the "health" trap.

Nowadays, more and more middle-aged and elderly people have found their own paradise in short videos and live broadcasts, but as one sentence says: in the final analysis, the relationship between people is an exchange. Behind the companionship value and warm interaction given by the anchor, there are often businesses targeting the elderly.

Compared with young people, middle-aged and elderly people not only have an economic foundation, but also have high stickiness. They don’t have high requirements for the anchor’s face value, eloquence, culture and live broadcast environment. Once an anchor’s characteristics win their attention and favor, they often follow it for a long time, and they don’t hesitate to praise, share, comment and exchange, and even place generous orders.

In fact, in various live broadcast rooms, the consumption proportion of middle-aged and elderly people is getting higher and higher. At the same time, the number of live broadcast rooms targeting middle-aged and elderly people is also increasing simultaneously.

But in this era of information explosion, while enjoying convenience, we also need a sober mind. The live broadcast room better meets the consumption needs of middle-aged and elderly people. At the same time, because there are a lot of anchors and businesses on the platform, some health anchors are pseudoscience real goods, and some anchors pretend to be famous doctors selling classes, and the live broadcast room with laughter has turned into a carefully woven "trust harvesting game".

Middle-aged and elderly people have more or less basic diseases and chronic diseases, and they lack scientific knowledge. As long as the product selling point is attractive enough and the trust formed by the anchor’s long-term companionship, they may "place an order with passion" and buy high-priced products at any time.

Therefore, we must guard against the behavior of harvesting wallets by using the psychology of the elderly under the banner of "health preservation". It is worth noting that live health broadcasts and short videos without corresponding qualifications are not legal. If you buy fake and shoddy health care products after watching live health videos, on the one hand, you can complain to the webcast platform where the anchor is located, on the other hand, you can also report to the market supervision and management department or local consumer associations.

Whether in the real world or the digital world, whether you are a middle-aged or fragile college student, you must keep a rational and scientific attitude. It’s not that fancy health care products can’t be used, but that a healthy lifestyle is more cost-effective