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21st century business herald reporter Yi Jiaying reports from Shanghai.

In the low tide, domestic beauty cosmetics are looking for new opportunities. Just last week, the first store under the Huaxizi Line officially opened in Hangzhou Xizi Lake. Prior to this, the brand mainly sold products and communicated with users through online channels such as Tmall, JD.COM, Tik Tok, etc., and has not been laid out offline. "In fact, we started to shop under the preparatory line the year before last, but there has been no suitable location." The person in charge of Huaxizi Oriental Aesthetics and Space Innovation Center said that for Huaxizi, if there is no good location, there will be no rush to open a store.

The expansion from online to offline, on the one hand, is the development space of fancy entities, on the other hand, it is also limited by the bottleneck of online traffic. According to the data of the total retail sales of consumer goods in June released by the National Bureau of Statistics, in the first half of 2022, the total retail sales of cosmetics nationwide was 190.5 billion yuan, down 2.5% year-on-year. This is the first decline in the total retail sales of cosmetics in the first half of the year in the past 10 years, and the growth rate is even lower than that in the same period in 2020.

Among them, the impact of the epidemic can not be ignored. According to the 2022 China Shoppers Report, the compound growth rate of cosmetics lacking the support of social needs has decreased by 16%, and the pace of new product sales has also been disrupted. Constant innovation has always been an important market strategy for domestic beauty brands.

An obvious phenomenon is that many brands have slowed down in the first half of this year. In an interview with 21st century business herald, the relevant person in charge of Juyi Group said, "The repeated epidemic this year has really affected us a lot, and the whole R&D, production and logistics have been affected to some extent. Many new products and new series of its brands, orange blossoms and fermented colors, have been forced to postpone listing. "

According to the performance report of Yixian E-commerce in the third quarter of 2022, the revenue in the third quarter was 858 million yuan, down by 36.1% year-on-year. The reason is still the decline in the income of makeup business. In the third quarter, the income of makeup business of Perfect Diary, Little Odin, Pink Bear and other brands was 570 million yuan, down by 48.8% year-on-year.

At the same time, the fluctuation of the live e-commerce industry has also brought uncertainty. In the past years, domestic beauty brands have mainly relied on online channels, especially live e-commerce. After the traffic turbulence brought by the super-head anchor that is enough to drive a brand and transform its influence, the brand is also rethinking live broadcast, traffic and brand.

Fluctuation of flow

This year, during Li Jiaqi’s absence for nearly three months, the sales of some domestic beauty brands also fluctuated greatly.

Looking back at that time, many domestic beauty brands concluded to the 21st century business herald reporter that the live broadcast room of the big anchor is addictive, but it should be used with caution. "Now I don’t think about the live broadcast room of the big anchor in daily life, but for new brands, super-head anchors such as Li Jiaqi are still excellent brand endorsements." Ou Ni (pseudonym), a staff member of a domestic beauty brand, said, "Every time a domestic brand pushes a new product, it is still needed. It is indeed a more certain channel for the new product to detonate."

During the Double Eleven last year, there were more than 1,300 kinds of domestic products in the live broadcast rooms in Li Jiaqi. In this year’s "All Girls’ offer" program, the proportion of domestic brands also exceeded 50%. In Ou Ni’s view, compared with the flow, we pay more attention to the deep creation of products of both parties. "In fact, before everything happened, Li Jiaqi accounted for less than 5% of the total sales channels. Our strategic adjustment has been deliberately tilted to self-broadcasting and Tik Tok channels, and Tik Tok’s stamina is worthy of attention and attention. "

Different from the reflection of domestic brands, international brands began to gather in Li Jiaqi live broadcast rooms. In the first quarter of this year, the growth rate of international beauty giants in China slowed down, and the growth of head brands was limited by weak consumption. Since the "June 18th Promotion" in the middle of the year, big names have been betting on Li Jiaqi, lowering their posture, showing unexpected discounts, and even giving discounts and formal clothes from the tooling.

In this regard, Tangyi said that makeup is an industry with a long chain and very high requirements for the completion of each link in the chain. Short-term price reduction promotion may bring some sales promotion, but it is an act of quenching thirst by drinking poison, which damages the image and positioning of the brand itself. Short-term promotion will not affect the whole market. "This year is the fifth year of the establishment of the Tangduo brand under the Tangyi Group, and the yeast color has also entered the third year of brand development. In the past few years, the whole group has continued to make profits, and has maintained double-digit annual sales growth, much faster than the growth rate of the market. In 2021, the GMV of orange blossoms was close to 1 billion, and the GMV of fermented color exceeded 500 million. "

In fact, reducing dependence on talent is a new way that all brands that have gone through detours are practicing. Some brands believe that it is not a good thing to be too closely bound to the platform.

The person in charge of a domestic beauty brand further pointed out that, more crucially, the label of live broadcast for a long time has been to emphasize the price, and everyone pays for the temporary cool impulse, which is meaningless for brand building and consumer loyalty. "We have more freedom to do self-broadcasting, and we can establish deeper communication with consumers."

Under the landing line

Corresponding to the fluctuation of online channels, domestic beauty brands are also actively going offline.

It is understood that the first store of Huaxizi not only has the function of beauty retail, but also includes customized experience, art exhibition and other services. "The choice of Hua Xizi has nothing to do with the cold and warm market." The person in charge of Huaxizi Hidden Garden explained that the biggest goal of opening a store is not to do business, but to present a more complete Huaxizi to users through this store. "So we choose a bigger storefront to create an artistic space for users."

At present, Hua Xizi has no clear plan for opening stores and other channels in the future, but said that the brand will continue to explore offline space for interaction with users.

Compared with the opening of Huaxizi’s big store, Tangduo started in pop-up shop at the earliest. In the spring of 2019, Tangduo made its first pop-up shop in shanghai new world, only 5 square meters. "Market feedback, media exposure and business output far exceeded our expectations. Pop-up shop has a long queue at the door every day and has become a popular punching place for Xiaohongshu. " The relevant person in charge of Tangduo said, "After that, we carefully selected core shopping malls such as Chengdu, Changsha, Wuhan, Nanjing and Guangzhou to make a tour of pop-up shop, and they all received very good responses."

It is precisely because of this that Orange Blossom has opened offline direct stores since September 2020. At present, it has opened nearly 20 direct stores in Shanghai, Chengdu, Chongqing, Hangzhou, Xi ‘an and other cities, and more cities will be laid out in the future.

21st century business herald reporter is concerned that these domestic offline beauty shops are not only the shelves of traditional cosmetics counters, but also deeply combine the psychological needs of young consumers, and incorporate photo punching points into the store design, which are easy to shoot and stroll, and are suitable for the punching needs of social platform communication.

There are more domestic beauty brands such as Colorkey, Leemember, Girlcult, Hold Live, Hedone, etc., and they choose to settle in the offline beauty collection store. According to incomplete statistics of the media, THE COLORIST colorist opened more than 300 direct stores in less than two years. Official website of WOW COLOUR shows that it will open 600 stores in 2020.

Not only are young new domestic beauty brands, but established brands such as Mao Geping pay more attention to offline. "Today, with the high penetration of the Internet, live e-commerce, short video marketing, online celebrity economy and private domain operation have changed the traditional sales model, but for brands, what is more important is the offline brand counters." Song Hongping, director and CEO of Mao Geping Cosmetics Co., Ltd., said in an interview with 21st century business herald, "Offline has always been a very core area for us to provide services to consumers. We regard product trials and face-to-face communication for consumers as precious opportunities, hoping to make consumers feel the brand temperature. "

Meet the local conditions

In addition to channel strategy, domestic brands’ pursuit of consumers is more manifested in product innovation.

"The vast majority of women in China often encounter thousands of colors when choosing makeup, and popular colors are not suitable for their own troubles. In the final analysis, it comes from the fact that many consumers don’t know what color they are, and they also have a little knowledge of the appropriate colors. " According to the person in charge of research and development of yeast color, yeast color has created a set of skin color analysis theory by analyzing the skin color of women in China, and developed matching products such as lips, eyes and air cushions for 18 women with different skin colors in China.

Besides skin color, Yeast Color also studied and analyzed the skin quality and facial contour characteristics of women in China, and launched targeted products. Hua Xizi, whose brand gene is Oriental Aesthetics, is also increasing research and development. Li Huiliang, the chief scientist, announced that he will invest 1 billion yuan in scientific research in the next five years, and Chinese herbal medicine is the key direction of product research and development in the future.

Although this is not a new phenomenon, China consumers’ preference for local brands has accelerated in recent years. The 2023 McKinsey China Consumer Report: The Age of Resilience points out that, surprisingly, national pride is not the only driving factor. Today’s domestic enterprises respond to the trend faster, get closer to consumers and invest more boldly. 49% of China consumers think that local brands are "better in quality" than foreign brands, while 23% of China consumers hold the opposite opinion. The survey involves 12 different product attributes, and the data results are roughly the same.

"The skin color and skin quality of people in the East and the West are very different. There are still some differences from the simple market research of big data and the cognition of data in some aspects. " Song Hongping said frankly that it is as important to get a sense of body sensation from one-on-one service as to get information from big data and market research.

Although the epidemic has brought a big impact to the beauty market, with the optimization and landing of epidemic prevention measures, people’s work and life will gradually recover, and consumption will rebound positively. It is not difficult to predict that in 2023, every brand is gearing up, and a new round of more intense market competition has arrived.

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In recent years, there has been a wave of "purity" in the cosmetics industry, and "pure beauty" has become a strong force in the cosmetics segmentation track. Domestic pure beauty brands continue to explore new situations, and foreign pure beauty brands also usher in a new stage of development.

According to the data of "Analysis and Forecast of Pure Beauty Trend in 2021", the global pure beauty market will be $5.44 billion in 2020 and is expected to reach $11.56 billion in 2027. Among them, China market is the most promising and competitive gold track, accounting for 35% of the total market share. Take First Aid Beauty (hereinafter referred to as FAB Beauty) as an example. In 2018, Procter & Gamble Group acquired FAB Beauty. In 2020, it officially entered the China market and opened an online store. In September 2020, the Taobao trading index of FAB Beauty increased by 5,591.61%, and its sales exceeded 100 million yuan in just half a year. The development potential of China pure beauty market attracts many brands to lay out here.

The person in charge of Yiye brand said in an interview: "According to our long-term research and analysis of the big data industry report, it is found that young consumers are interested in streamlining skin care and plant skin care, and they also put forward more requirements for efficacy, safety, transparency and sustainability. This is also an important reason why Yiye has changed from a simple’ plant skin care’ brand to a’ pure beauty skin care’. "

L’OCCITANE

Foreign brands are also actively involved in the China market. Take L ‘Occitane Group as an example. Melvita, a French natural skin care brand owned by L ‘Occitane Group, entered the China market in 2015, and ELEMIS, a British luxury aging skin care brand, entered the China market in 2020. "L ‘Occitane Group will also introduce the Australian clean beauty brand Grown Alchemist in 2023, bringing pure, natural and safe and healthy skin care experience to China consumers." Queenie LIN, executive director of L ‘Occitane Group in China, said.

Looking at the development of pure beauty, at first pure beauty was just a concept, which was used to describe products that did not contain some synthetic ingredients with certain safety risks. After that, the concept of pure beauty was further expanded, requiring products to achieve skin care in a pure way and find the balance of skin. Based on this concept, a number of domestic and foreign brands and products have been born one after another. Foreign brands FAB Urgent Care Beauty, REN Skincare, domestic brands Yiye and MCL Flower Xikou are all representatives. According to statistics, in recent years, more than 30 domestic and foreign pure beauty brands have emerged, and there are more than 7,000 notes on "pure beauty" in Little Red Book.

The pure beauty market is booming for a while, but at the same time, there are some drawbacks, such as blank market supervision, vague concept definition and lack of user awareness. The market performance of brands is also uneven, and how to straighten out the development context of "pure" market in chaos is still a difficult problem in front of this track.

The definition and standard from "fighting separately" to "unified consensus" need to be clarified urgently.

Although pure beauty is not a newborn, it still lacks a unified definition and standard, which leads to loopholes in the industry development norms. At present, the pure beauty brands on the market are basically "in their own way" and are implemented according to their own standards. For example, L ‘Occitane’s understanding of pure beauty is "plant-based, symbiotic with nature", and green raw materials, green production and green packaging are its guidelines for creating "pure beauty".

FAB urgently protects beauty

FAB, a pioneer brand of pure skin care, adheres to five core standards, that is, all products do not contain ingredients harmful to skin and human health (there are 1300 such ingredients); Adhere to the principle of zero cruelty, and all products have no animal experiments; Sensitive muscles are available; Complete dermatologist allergy test; Do not use artificial flavors. In addition, FAB Emergency Beauty also teamed up with Sephora to open a special area to define pure skin care standards for Sephora. Only brands that exclude 54 potentially harmful ingredients to the skin can enter the special area.

Similarly, domestic brands are also exploring and formulating standards and norms. In 2019, Huaxikou formulated the "Five Principles of Clean Pure Skin Care", including true label, purity without additive, efficacy demonstration, advocating virtue for goodness, and being natural and organic, as its principles for developing products. In addition, Huaxikou also formulated the first list of 2000+Never List risk raw materials in China, banned more than 2,143 kinds of risk raw materials, and standardized the "six major risk component systems", exceeding the EU and domestic ban standards.

MCL huaxikou

In January of this year, Hua Xikou released the first Green Paper of Clean Beauty Pure Beauty in China, proposing a comprehensive interpretation and implementation measures for pure beauty. In July this year, Hua Xikou, as the first drafting unit of the group standard of pure beauty, and 14 research institutions jointly formulated the first domestic group standard of Clean Beauty and the standard of pure beauty of cosmetics, which were officially released and implemented in August. The group logo requires that the whole life cycle of products, that is, from raw materials, formula, design, packaging and production, should be fully implemented by adhering to the standard of "pure beauty" and put an end to "conceptual" and figurative products.

Coincidentally, in August this year, Yiye officially released the Technical Definition and Calculation Guide of Natural Ingredients in Cosmetics (hereinafter referred to as the group label), which promoted the domestic cosmetics industry to further explore natural and pure beauty by clarifying and quantifying the natural attributes of raw materials and products. While defining "natural ingredients" and "non-natural ingredients", the League Standard explains the concept of "natural derived ingredients" in detail and explains the calculation method of "natural source ratio". Among the 8,965 raw materials available for one leaf in China, the disputed raw materials in 4,421 are rejected, and the raw materials with high green natural index are preferred in the 4,544 all-green list to reduce the addition of artificial chemical components.

The person in charge of Yiye brand said that after defining nature, Yiye will promote the formulation of "General Rules for the Evaluation of Pure Personal Care Products" and "General Rules for the Evaluation of Green Personal Care Products" in conjunction with the Daily Chemical Association and experts in the industry. "Pure personal care" refers to cosmetics with "natural ingredients" and "naturally derived ingredients" as the main ingredients, which contain no safety controversial ingredients, and the products and raw materials are tested in line with animal welfare, with simple formula and environmentally friendly packaging. "Green personal care" refers to cosmetics whose production process meets the requirements of environmental protection, is harmless or less harmful to the ecological environment and human health, consumes less resources and energy, and has high quality.

The formulation of pure beauty standards is an important exploration for the development of the industry, which will promote the development of pure beauty industry in China. However, the formulation of standards is only the first step, and whether a consensus can be reached in the field of pure beauty, followed and implemented is the key to promoting the development of industry norms.

"Grasp both hands and be hard". Both safety and efficacy need to pass.

Pure beauty wants to win consumers, in addition to safety, efficacy is also the key. Xiao Su, the brand manager of Huaxikou, said that foreign consumers will pay more attention to safety, non-toxicity and environmental protection for "pure beauty", while domestic consumers will pay attention to the effectiveness of ingredients first, and then pay attention to the dimension of "safety". And "safety+effectiveness" cannot be separated from the support of scientific research strength.

For example, Huaxi Kou built a 1,600-mu peony planting base to create a traceable and verifiable raw material ecology. At the same time, we also pay attention to other local plants such as Luoshenhua and create exclusive raw materials for the brand. In addition, Hua Xikou cooperated with Peony Skin Care Science Research Center and Beijing Key Laboratory of Plant Resources Research and Development, and established Hua Xikou Innovation Research Institute of Chihuatun Chuangmei Center in conjunction with natural raw material supplier Givaudan. Developed a "biochip" technology platform and unique raw materials such as Luoshenhua acid and peony whole plant fermentation broth, and obtained national patents for self-developed components and plant extraction technology. The products such as Hua Xi Kou Luo Shen Hua series and Peony Flower series have achieved the effects of oil control, pore thinning, blackhead removal and light lines, anti-aging and so on through the actual measurement of human efficacy by SGS authoritative third parties.

A leaf

One leaf, which also focuses on oriental plants, is locked in Longnan Olive. In view of the unstable formula of Olive, one leaf has repeatedly adjusted the formula to solve the problems of greasy skin and poor skin-friendliness, and achieved the effect of being lipophilic, hydrophilic and refreshing. "Song Yang, vice president of Shangmei Group, and the R&D backbone team went deep into overseas to learn technology, set up their own research team overseas in seven years, set up their own factories, and constantly learn and improve their understanding of pure beauty and breakthroughs in scientific research." The person in charge of a leaf brand said.

Melvita, a brand of L ‘Occitane Group.

Foreign brands are also constantly exploring the "pure Dafa". For example, the star product of French natural brand Melvita, Moroccan nut kernel oil, is selected from unpolluted Moroccan nut forest and extracted by cold pressing. Water, chemical solvents, artificial flavors and pigments are not added in the whole pressing process. Its best-selling rose fragrance conditioning water is selected from Damascus roses produced in Iran. No pesticides are used in the planting process, and the fresh rose petals are distilled by "single distillation method" when making, and the roses are not extracted in advance to ensure that the flower water contains rich rejuvenation essence.

FAB, which focuses on clean and non-irritating formula, is dedicated to providing targeted skin care solutions for people with eczema, acne, redness, dryness and sensitive skin. Its core component, micron colloidal oats, was wet-ground in a specially researched low-temperature sterile environment, and the colloidal oats suspension with an average particle size of 11.84um was made. The particle size was only one-third of the pore size, which was far less than the 300 micron oat fine powder added in conventional skin care products, thus better achieving moisturizing, repairing and antioxidant effects.

For pure beauty brands, only by insisting on independent product innovation and attaching importance to the research of core ingredients in the skin care market can we truly achieve natural purity and effective beauty.

The combination of the new demand of consumers and the concept of sustainable development is the deep reason to help the development of pure beauty market in China. Yolanda, brand director of FAB Emergency Beauty, said in an interview that FAB Emergency Beauty is very optimistic about the development prospect of China pure skin care market. The policy support of the concept of sustainable development has greatly encouraged the development of pure beauty industry. At the same time, brands in the industry are actively exploring purity in raw materials and packaging, and consumers, especially young consumers, are increasingly aware of environmental protection and pure and streamlined skin care, which has become a helping factor for the development of pure skin care market.

The safety of products and its potential environmental impact are the core of pure beauty. Under the dual-carbon strategy and sustainable development strategy, "pure beauty" is a trend and an opportunity. Whether it can detonate the track and become a "dark horse" is worth looking forward to.

(Xinhuanet Yang Yingying)

For the latest article on Professor Wang Feiyue’s Parallel Intelligence and Metauniverse, please see: Parallel Intelligence in Metauniverses: Welcome to Hanoi!

Citation format: Wang f y. parallel intelligence in metaverse: welcome to Hanoi! [J]. IEEE Intelligent Systems, 2022, 37(1): 16-20.

Parallel Intelligence and Metauniverse

Feiyue Wang

Metauniverse: Conceptual Research and System Conception is a useful work on the exploration of Metauniverse, which is very helpful to stimulate everyone’s imagination of Metauniverse, which is the origin and essence of Metauniverse.

Since the second half of 2020, people have been asking me about metauniverse, especially the relationship between metauniverse and parallel intelligence. When Zuckerberg announced that his social networking site "Facebook" had changed its name to "Meta" on the eve of Halloween last year, MetaUniverse suddenly became a worldwide hot word, followed by "Trick or Treat" ("Flying Pig" or "Cutting Leeks" again)? "Hope or Hype"? "What exactly is Metauniverse?" Wait for all kinds of questions. I believe this book will help to answer such questions.

I once said that the Meta of the Meta universe is the meta of Metaphysics. Therefore, the essence of Metauniverse is "metaphysics", and its actual function is to stimulate everyone’s imagination and innovation ability. Therefore, not everyone should have their own meta-universe, but everyone should have their own dream of the meta-universe of the Arabian Nights.

"The Metaphysical means the Tao, while the physical means the device" is China’s ancient philosophical thought, but today’s meta-universe, DAO of blockchain, and various "device-like" ideas and algorithms of intelligent technologies, from Wiener’s Cybernetics to Cyberspace, from AI to deep learning, and from shadow system to parallel intelligence, have transformed this philosophical thought into technical requirements and engineering systems, as shown in the figure.

Parallelism and Metauniverse: "TRUE" and "Daoism" Towards a Smart Society

Western Bible "New Testament"? The first sentence at the beginning of the Gospel of John is "In the beginning, there was a Tao, and the Tao was with God". The forty-two chapters of China’s classic Laozi’s Tao Te Ching begin with "Tao gives birth to one, one life to two, two lives to three, and three lives to all things". The combination of the two just "metaphysically" depicts the inevitable process of intelligent technology in the future: 1) Tao in the early days, and Yuan Yuan in the early days, is the "circular causality" theory that gave birth to Cybernetics. DAO of blockchain and Meta of meta-universe are integrated into technology through the idea of "TRUE DAO". Put forward specific requirements for the trustworthiness, reliability, usability, Effective/Efficient efficiency of "TRUE", as well as the level and function of "DAO" (distributed/all-centered, automatic/autonomous, organization/action); 2) Dao Sheng Yi is the specific natural system and problem that we must face; 3) Lifetime two is the boundary and "small data" that we must face at the beginning of solving problems; 4) Two students give birth to three, that is, our "big data" generated by experience, models, "experiments", especially "computational experiments"; 5) All things are all kinds of targeted "deep intelligence" extracted from big data by intelligent methods; 6) All these, from the organization and action of the process of "small data-big data-deep intelligence", are attributed to "yuan",It must have its correspondence in the "meta-universe", so that the virtual and the real are unified and interact in parallel. Therefore, the parallel intelligent method based on ACP (Artificial Society, Computational Experiment, Parallel Execution) is inevitable, which integrates robot, blockchain and intelligent technology, changes the means of production, production relations and productivity, and enters a new stage of human social development.

The essence of all this is to try to transform the Attention and credit that could not be commercialized in the past due to the Miller number of individual cognitive ability and Dunbar circle of social cognitive capacity into new products that can be mass-produced and circulated on a large scale. This is the reason and motivation for us to study Metauniverse. We believe that if the correct meta-universe model succeeds, it will revolutionize the category of economic commodities. At the same time, it can also greatly expand the ways to improve social benefits, and will certainly accelerate the process from the industrial age to the intellectual age.

Since the early 1980s, when the Monte Carlo method and Gaussian random field were used to study material defects, I had the honor to embark on the academic research of designing, analyzing, experimenting and verifying physical systems by means of calculation in Zhejiang University. In the early 1990s, the "shadow system" method of using models as data generators and visualization tools was proposed to NASA, which is today’s digital twin idea. At the beginning of this century, the philosopher of science Karl? Under the influence of Popper’s "Three Worlds" thought, the Academy of Sciences put forward "Parallel System" and its parallel intelligence, as well as the corresponding ACP method and CPSS (Cyber-Physical-Social Systems) concept. I have always hoped that these studies will give birth to a new industrial revolution, promote smart enterprises and smart products, and start with the smart home system that we can’t live without in our daily life. Therefore, at the first China Home Appliances Technology Conference held in Shanghai in 2000, I made a special trip back to China to make a conference report on home appliances, their interconnection and industrial revolution, and thought that the Internet would lead to the fourth industrial revolution, namely Industry 4.0, and OSGi would start the fifth industrial revolution, namely Industry 5.0. In the same year, in cooperation with Guangdong Kekelong Electric Appliance Group, Chinese Academy of Sciences and the University of Arizona, the international R&D center and startup company were set up. In 2000 and 2001, research and system development related to cloud computing and Internet of Things were carried out, and it was fortunate to publish the opening articles in parallel, ACP and CPSS fields. These experiences,Let me have different thoughts and understandings about digital twins and meta-universe, so I believe that the research and exploration shown in this book will further promote the development and application of intelligent technology.

Metauniverse was conceived in Cyberspace, born in the book Mirror World, and became famous by the novel Avalanche. In the west, due to its great influence in the early stage, it once attracted the attention of the notorious Uanibomer, causing bloody cases, and finally converging on today’s Web3 and blockchain intelligence. My hope is that in the East, through parallel intelligence, Metauniverse will evolve to Qian Xuesen’s "spirit realm" technology, with one less word in its name and by going up one flight of stairs in its connotation. In the end, the intelligent science and technology system, which is a trinity of "mirror, mirror and spiritual realm", has become a new science and technology that is not only more "Chinese", but also more human and better serves the good of mankind.

Feiyue Wang

State Key Laboratory of Complex System Management and Control, Institute of Automation, China Academy of Sciences

Beijing, April 2022

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Remember that time Google showed off its ability of artificial intelligence by demonstrating the dialogue with Pluto and paper airplane? That’s driven by LaMDA, one of Google’s latest generation conversational artificial intelligence models. Now, Google is using LaMDA to build Wordcraft, a prototype writing tool that can help creative writers create new stories.

It turned out to be all kinds of surreal awkwardness, one of which described that eggs have leather texture, but I chose the option that they are the size of grapefruit and covered with fluff. (Eggs covered with feathers do not exist)

As you can see from the final product, the writing level of artificial intelligence can only be said to be quite basic, and there are many contradictions.

Wordcraft is obviously still in the experimental stage, but this prototype is very interesting to use. Even people who mainly want to see how ridiculous results can be obtained with a prompt deserve attention.

Artificial intelligence technology has been widely used in various fields of production and life in China. While we are using intelligent technology, we are beginning to gradually realize the value and significance of intelligent trademarks, but at the same time, there are new risks that need the attention of enterprises. Therefore, how to avoid risks in trademark registration in time in the era of artificial intelligence has become a problem that everyone needs to pay attention to.

What impact does artificial intelligence have on trademark registration applications? At present, artificial intelligence technology has been applied in the fields of trademark rejection review and trademark objection review. However, due to the diversity of trademark application types, there are still many restrictions on the practical application of artificial intelligence in trademark application. With a large number of application types joining in artificial intelligence applications, and gradually covering the fields of finance, computer programs, advertising, etc., it will bring more new problems and challenges to trademarks, which will affect the examination results of trademark registration by Trademark Office.

At the same time, artificial intelligence also has certain risks to the trademark registration examination procedure. Artificial intelligence is a computer-based processing program, which processes, identifies and infers data through algorithms, and completes related actions and obtains corresponding results through certain algorithms. However, in the process of examination, the examination period of artificial intelligence trademark application is longer, because it takes a lot of time and energy in data processing, identification and reasoning in the process of trademark application. Secondly, the trademark application procedure of artificial intelligence includes preliminary examination announcement stage, registration announcement stage, etc., and different results may appear in each link of different stages.

In addition, the rejection rate of artificial intelligence trademarks is high. With the popularization of technology, the number of applications for artificial intelligence has exploded. Based on the existing data, it can be noted that except for a few categories such as computers and mobile phones, the rest are the results of the cancellation of registration after the trademark application has been revoked or declared invalid, especially the computer category, which accounts for almost all trademark applications.

So, faced with these risks and influences, what should we do to register smart trademarks in the era of artificial intelligence? First of all, enterprises have already had a certain degree of understanding of artificial intelligence technology, so on this basis, they have a certain awareness of the risks that may arise in the enterprises mentioned above, and can use trademark artificial intelligence to protect their products and services. At the same time, the characters, graphics, letters, numbers, three-dimensional signs, color combinations and sounds in smart trademarks are carefully searched and analyzed. Even if you apply for a registered trademark, you can avoid risks and prevent others from being registered first.

Networking times

In the digital intelligence era of the Internet of Everything,

The strategic position of network security is getting higher and higher,

The network security protection technology is constantly upgraded and iterated.

In recent years,

Trusted computing is gradually becoming

One of the mainstream technologies in the field of network security.

What is trusted computing?

Trusted computing refers to a computing mode that uses a special security module in a computing system to improve the overall security of the system.

What can trusted computing do?

Exploration and application

Trusted computing technology originated in 1992. After a long-term technical research, it gradually formed an independent and innovative trusted computing 3.0 system. From the national power system dispatching to the second-generation resident ID card, taxation, sports lottery, etc., all play a powerful role in ensuring network security.

Trusted computing technology landing power system

During the National Cyber Security Publicity Week in 2021, Beijing Trusted Huatai Information Technology Co., Ltd. won the third prize in the "Network Security Outstanding Innovation Achievement Competition Finals" for its "Information Security Solution of Power Industry Control System Based on Trusted Computing 3.0". This scheme innovatively realizes the application of active immune trusted computing 3.0 technology in the control system environment of electric power industry, and has been widely applied and deployed in the national electric power dispatching system.

Protect data security through trusted computing and other measures

On January 31, 2021, Henan Social Credit Construction Promotion Association, enterprise representatives, etc. released the kettle-opening App in Zhengzhou. To protect the security of users’ data, Kettle App combines cryptographic technology with data identification, and builds a data security system integrating transmission, analysis and application through trust management, access control, data encryption, trusted computing, and secret search, so as to solve problems such as privacy protection, authenticity of data sources, and prevention of identity counterfeiting.

Deployment and planning

"The 14th Five-Year Plan of China Film Development"

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Beijing Sub-center Metauniverse Innovation and Development Action Plan (2022-2024)

In August, 2022, the People’s Government of Tongzhou District of Beijing issued the Action Plan for Innovation and Development of Metauniverse of Beijing Sub-center (2022-2024). According to the Action Plan, the sub-center will speed up security chips, zero-trust networks,Trusted computingTechnology research and development and industrialization, continue to strengthen the research and application of blockchain technology, and build a digital trust security system.

Shanghai Action Plan for Building an Innovative Highland of Network Security Industry (2021-2023)

In December, 2021, the Shanghai Economic Information Commission, the Network Information Office of the Municipal Party Committee, the Municipal Development and Reform Commission, the Municipal Science and Technology Commission, the Municipal Finance Bureau, and the Municipal Communications Administration jointly issued the Shanghai Action Plan for Building an Innovative Highland of Network Security Industry (2021-2023). The Action Plan focuses on frontier areas such as next generation communication and intelligent governance,Trusted computingZero trust and other new architectures, as well as the integration of new technologies such as cloud computing and artificial intelligence with network security technologies, to accelerate the research breakthroughs of key theoretical technologies.

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On the playground of Huijing Experimental School, Tianhe District, Guangzhou, students use recess time to run on the playground. Students who actively exercise in the sun sweat and run indulgently, becoming a beautiful and youthful landscape.

It is understood that these students are participating in the sports festival activities of the school, and "Sunshine Run" is one of the projects. It is required to run around the playground by taking classes as a unit, through big recess, after school, etc., and the total mileage of the whole class running reaches 4,000 kilometers (equivalent to the mileage from Guangzhou to Beijing), even if the task is completed.

In recent years, China has attached great importance to sports work, and proposed to vigorously promote the construction of a sports power and the development of youth sports, which is the top priority in the construction of a sports power. It is necessary to strengthen school physical education, promote the coordinated development of youth’s cultural learning and physical exercise, and help students enjoy themselves, strengthen their physique, improve their personality and exercise their will in physical exercise. In response to the national policy, the Guangdong provincial government issued the outline of building a strong sports province, which also emphasized that it was necessary to improve the physical health level of teenagers, open up physical education class, actively carry out extracurricular sports activities, and ensure one hour of campus sports activities every day. In 2022, the "New Curriculum Standard" document issued by the Ministry of Education put forward new requirements for health education. Physical education surpassed English as the third major subject in primary school. The physical health level of teenagers has been included in the assessment system of the government, educational administrative departments and schools. New assessment methods are being established, and the construction of new technology and resource support system is imminent.

As one of the smart campus experimental schools recognized by Guangzhou, Jing Experimental School not only plans to set up an artificial intelligence classroom, but also actively participates in school-enterprise cooperation. With the technical support of Netease, it introduces smart sports intelligent equipment and applies it to sports. This move not only reflects the deep integration of science and technology and sports, but also is a positive action taken by Netease to help students improve their physical health and empower the construction of smart campus.

In this "Sunshine Run" activity, Netease’s well-known intelligent sports system plays an important role. Students are identified by cameras standing at both ends of the playground, and the number of kilometers each student runs is accurately recorded. The mileage data and ranking of that day will also be presented on the big screen next to the playground. It is reported that the system adopts the "cloud-edge-end" network architecture, and collects students’ sports data in real time and in multiple dimensions through intelligent terminals such as cameras and smart outdoor screens. The AI visual computing analysis engine deployed in the edge computing server is used to gather and analyze students’ running learning situation. Combining the scientific evaluation system of physical education teaching, the personal portrait of students’ sports learning is established, and the classroom teaching, after-class practice system and the cloud sports prescription system are combined to realize the organic combination of teaching and training in and out of class, thus forming a positive cycle of "evaluation-precise guidance-personalized training-re-evaluation".

Zhang, a third-grade student of the school, said: "Now with this intelligent running system, there is a kind of competition, and everyone is unwilling to lag behind." "The running speed of the students is not displayed on the screen, but the mileage of the day, and there is the mileage ranking of the day. As long as you run more and keep running, your name will appear on the list on the screen, which also encourages the students to exercise together." Another classmate said.

Besides sunshine running, Youdao Smart Sports also supports intelligent collection of other sports scenes such as pull-ups, standing long jump, sit-ups, solid ball, skipping rope, etc. In the future, Netease Youdao will continue to improve its technology and products, empower sports with artificial intelligence, help young people strengthen their physique and grow healthily, and help build a strong sports country.