Turning policy into practice

Four months after the series debuted, a video explaining reforms to Beijing's business environment surpassed 5 million views, becoming the channel's first viral hit.

The response showed the team that its work could extend far beyond the registration counter.

"We used to help dozens of business owners a day at the counter," Zhu said. "Now, a single video can reach and help hundreds of thousands."

Producing the videos also changed the team itself. Distilling complex regulations into concise explanations required members to develop a deeper understanding of every policy they presented.

"Making these videos has become another form of professional training," Zhu said.

As the series evolved, the team began filming beyond the registration hall, drawing on the experiences of local companies to show how regulations affect businesses in practice.

Among its most memorable subjects were Xicheng district's time-honored brands, many of which face challenges involving trademark protection and brand rights as they pursue new opportunities.

One episode featured Ruifuxiang Silk Store, a century-old brand known for its traditional fabrics and bespoke tailoring. The company supplied the fabric for the first five-star red flag raised at the founding ceremony of the People's Republic of China in Tian'anmen Square on Oct 1,1949.

Rather than opening with legal provisions, the episode introduced a historic wooden plaque inscribed by Li Linxiang, a scholar of the Qing Dynasty (1644-1911). The plaque served as an early symbol of the company's identity and later became the basis for its trademark registration, illustrating how an established business could protect its identity across generations.

The episode reflected the channel's broader approach: policies make more sense when viewers can see how they apply to a real business.

"We wanted intellectual property protection to be more than legal jargon," Zhu said. "Our goal was to turn it into stories that businesses could relate to and the public could understand."

Although the channel's reach and subject matter have expanded, its topics continue to be shaped by direct contact with business owners.

Earlier this month, the team attended a startup compliance workshop organized by the Xicheng District Administration for Market Regulation. Carrying cameras and tripods, team members spoke with entrepreneurs about the challenges they faced, their experiences with government services and the questions they still wanted answered.

After the event, the team gathered to review what it had heard.

"What businesses want to know shapes what we film next," said Wang Fei, 24, one of the younger members of the team, which has now grown to seven people.

When Zhu filmed the first episode in 2021, she was so nervous that she did not know where to put her hands. Today, she is more often behind the camera, helping new members refine their scripts, improve their delivery and become more confident on screen.

As new members take up the work, the team's method remains unchanged: listen to the questions businesses are asking, then explain the answers clearly enough to be useful.

duaoran@i21st.cn