After the news that the main players of China football team were injured in Thailand came out, it caused extensive controversy and discussion. According to media reports, Titipan, the main midfielder of Thailand team, needs a long recovery period of at least 8 months because of tearing the anterior cruciate ligament and medial collateral ligament of his knee. The striker of Thailand, Dangda, also missed at least four weeks due to injury, making it difficult for him to play against China on November 16th. In this regard, Soccer reported that China became the winner because Thailand lost important players before the preliminaries. However, such a report attracted a lot of fans’ scolding. Some fans said that China football now needs to rely on the injury of its opponent to win, which is really disgusting. They think that the football level in China is so low that it has fallen to the point where people want to be injured or even sent off, which is really worrying.

There are also fans who believe that the China men’s soccer team seems unable to win no matter whether the main players of Thailand are injured or not. They are pessimistic about the future of football in China, and think that China can’t win against Japanese teams and strong European teams, and they are still discussing how to beat Thailand and Vietnam, which is ridiculous. However, some fans are optimistic about China football. They believe that the China team can play its own strength in the face of stable opponents. They mentioned the fierce confrontation between the Japanese team and the European powers, and thought that China could meet the challenges of Thailand and Viet Nam as long as it played steadily. In any case, China Football got some good news in the news that the main players of Thailand were injured. Fans have different expectations and views on the performance of China team.

Whether optimistic or pessimistic, only when the China team can prove its strength in the competition can the fans have more confidence in it.

The above contents and materials are all from the internet, and the relevant data, and the theoretical research is based on the internet data, does not mean that the author agrees with the laws, rules, opinions and behaviors in the article and is responsible for the authenticity of the relevant materials. I am not responsible for any problems arising from the above or related issues, and the author of this article does not bear any direct or indirect legal responsibilities.

On October 31st, Beijing time, the women’s football team of Beijing Normal University beat paulista University of Brazil to win the FIFA World Cup in Jinjiang.

In the just-concluded women’s team final of 2023 Jinjiang Universiade Football World Cup, China’s Beijing Normal University drew 2-2 with Brazil’s paulista University in 120 minutes, and won 5-4 on penalties to win the championship.

The FISU Football World Cup is a global college football event focused by FISU. In 2019, the event was held in Jinjiang, Fujian, and 24 teams from all over the world participated.

The 2nd FIFA World Cup will be held in Jinjiang City, Fujian Province in October 2023. In May 2024, the 2024 FIFA World Cup will be held in Dalian, Liaoning.

1. What are the benefits of swimming to improve muscle quality?

With the increase of age, human muscle tissue will gradually lose. Studies show that the older you are, the faster you lose muscle tissue. The loss of muscle tissue, on the one hand, leads to the decline of muscle strength, on the other hand, leads to the decline of body metabolic rate, slowing down energy consumption and increasing the proportion of fat. Swimming is a full-body exercise. Compared with other sports, it can mobilize more muscles to participate in metabolism and energy supply. Although swimming can’t build thick and strong muscles, it can improve muscle strength and coordination, especially trunk, shoulder straps and upper limb muscles. Swimming in water needs to overcome great resistance. Long-term swimming exercise can improve muscle strength, speed, endurance and joint flexibility. Swimming can achieve the same effect as resistance training in slowing down muscle tissue loss.

2. What are the benefits of swimming to keep joints healthy?

When arthritis patients swim in water, the water will produce a kind of mechanical stress on human joints, which plays a good massage role and relaxes the stiff joints. When swimming, each joint does not have to exert continuous force as usual, and the impact force on the joints during exercise is much smaller than that on land, so all joints can relax and rest, which is helpful to the regression of inflammation and functional rehabilitation.

3. What are the benefits of swimming to improve endocrine disorders?

Women in modern cities are under great pressure, and problems such as work and family often have adverse effects on women’s endocrine. Swimming can improve endocrine disorders, reduce anxiety, make people feel more peaceful, and make their skin smoother and more beautiful, all of which make women more attractive in sexual life.

4. What are the benefits of swimming to enhance cardiopulmonary function?

Girls who have been swimming for a long time have better cardiopulmonary function for the average person. This is because the heart blood reflux speed is greatly improved due to the massage effect of the water flow on the horizontal human body, and the whole body exercise strengthens the blood transfusion to the heart and brain, which is beneficial to the prevention and treatment of cardiovascular diseases. In addition, when swimming, the burden of respiratory muscles is greatly increased, and the water pressure of 12-15 kg presses the whole brain cavity, which is helpful to increase the vital capacity.

Copyright statement: If copyright issues are involved, please contact this website with the ownership certificate.

Image source @ vision china

Text | Consumer sector, written by Nicole, reported by Consumer Sector |

In 2022, the market scale of China beauty industry is expected to exceed 500 billion yuan.

Backed by the 500 billion beauty market, the beauty collection stores that focus on offline channels are also heating up.

By creating a "paradise" shopping scene, the new beauty collection shop has gradually become a new consumption and social place for young people. The traditional beauty collection store is not to be outdone, trying to seize the market and regain the initiative through scale advantage.

Can the "shield" of the traditional beauty collection store resist the "spear" of the new beauty collection store?

Beauty collection store, which is an offline retail format that integrates multi-category and multi-brand cosmetic products in one store. Here, consumers can buy all kinds of products such as make-up, skin care products, personal care, perfume, beauty tools, etc., avoiding repeated shopping troubles.

At the same time, the beauty collection store also provides a convenient and efficient one-stop beauty trial experience, which complements the shortcomings of online channels.

If it was two or three years ago, when talking about beauty shops, many people’s first reaction would be foreign-funded enterprises such as Watsons, Sephora and Wanning.

In the era of beauty collection store 1.0, traditional beauty collection stores stand out from the rest, occupying the vast majority of domestic market share.

Take Watsons as an example, as a well-known retail chain of health care and beauty products, it has more than 4,100 stores in more than 490 cities in mainland China, with 63 million operating members.

From basic skin care to make-up items, from daily care to snacks and soft drinks, Watsons, which has a complete range, once emptied the wallets of female consumers.

In recent years, the life of Watsons has not been easy. In 2015, its performance in China began to stagnate, and its revenue was negative for the first time in 2016.

Under the epidemic last year, Watsons suffered even worse.

The financial statements for the first half of 2020 show that global sales amounted to 73.627 billion Hong Kong dollars (about 66.007 billion yuan), down 11% year-on-year. Among them, China’s sales amounted to HK$ 8.805 billion (about RMB 7.892 billion), down 30% year-on-year.

The life of Wanning, another traditional beauty collection store, is just as difficult.

In order to save costs, Wanning closed most stores in Beijing, Wuhan and other cities. Its employees even said that except for Guangdong Province, the mainland market will probably be withdrawn.

Affected by the epidemic, SEPHORA, which has always been regarded as the benchmark of beauty collection stores, can’t escape the decline in performance. According to the latest data of LVMH Group, in the first quarter of last year, Sephora’s boutique retail department fell 25% to 2.626 billion euros (about RMB 20.105 billion).

Compared with the traditional beauty collection stores or the weak operation or sudden exit, new beauty collection stores have sprung up like mushrooms after rain, and are racing around the country and expanding wildly.

Since 2017, large-scale makeup collection stores such as HARMAY Plum, THE COLORIST Colorist and WOW COLOUR have appeared one after another, which sounded the horn of the counterattack of new beauty collection stores:

For example, WOW COLOUR, with about 300 stores currently in operation, has settled in 300+ famous brands and 6000+SKU；;

THE COLORIST, with more than 300 direct stores, owns 150+ global makeup brands and 6000+SKU；;

H.E.A.T likes to burn, and public comments show that there are 13 stores, with more than 300 brands and over 4,000 explosive products;

Judging from the data published by various beauty collection stores, the new beauty collection stores are unstoppable.

This also means that the beauty collection store is entering the 2.0 era.

• What is the reason why the new beauty collection shop is rushing out of the circle?

Last year, new beauty collection stores such as Huamei rushed out of the circle for the following reasons:

First, rent adjustment under the epidemic situation.

Under the epidemic situation, most offline stores of brands have closed. For example, Watsons closed more than 200 stores in February last year.

In order to make up for the loss, shopping centers with high vacancy rate after the epidemic can only adjust the rent, hoping to reduce the rent level and attract brands to settle in.

It is definitely a major positive for the new beauty collection stores that focus on offline channels and want to expand.

Although the rental cost has been reduced to a certain extent, it can be regarded as a drop in the bucket compared with the operating cost of large beauty collection stores.

For example, HARMAY Huamei’s store in Sanlitun, Beijing covers an area of 600 square meters, and the monthly cost is about 1.4 million, and it is even higher due to geographical location and other reasons.

It can be seen that the beauty collection store is in the stage of burning money.

It is the golden period of its development in the short term, but the return will not be immediate.

Second, capital assistance.

The new beauty collection stores in the stage of burning money are indispensable for the expansion of capital.

Looking at the list of investment institutions, the heads of Jingwei China, Gaoying Capital and IDG Capital are all staking the land.

For example, KK Group, the parent company of color palette division, completed financing of about 1.8 billion yuan during July 2019-2021, with investors such as eWTP Science and Technology Innovation Fund, Jingwei China and Wuyue Capital.

Huamei, at present, A and A+ rounds of financing have been completed, and the investors include Gaochun Capital and Black Ant Capital.

WOW COLOUR, which just completed the financing of 500 million yuan half a year ago, was invested by Gaoying Capital and IDG Capital.

The reason why these capitals take a fancy to this offline business is inseparable from two "new".

Third, the rise of new consumers and new domestic beauty brands.

There is no doubt that Generation Z is the main consumer at present.

This group of young consumers have a strong sense of national self-confidence, which leads them to favor domestic beauty brands.

It also makes both the traditional national cosmetics represented by herborist and Baique Ling, and the cutting-edge domestic brands represented by Perfect Diary and Huaxizi attract unprecedented attention from the capital market and consumer market.

According to Tmall data, in 2019, Tmall gave birth to 16 cosmetic brands with annual turnover exceeding 1 billion, among which the annual turnover of five new domestic brands including Perfect Diary, WIS and Touzhen exceeded 500 million.

The new beauty collection store is the hotbed of domestic brands, which gives the domestic brands the greatest support in the brand entry.

Taking WOW COLOUR as an example, it is positioned as a national fashion beauty collection store, with domestic brands accounting for 70% in the store. The settled brands include more than 100 domestic beauty brands in online celebrity, such as COLOR KEY, VNK, Judy Color Lab and HOLD LIVE.

Fourth, have the strongest supply chain.

There are thousands of products in the beauty collection store, which is to test the supply chain ability.

How to get the most complete goods with the fastest speed and lowest cost is a problem that puzzles all retail stores.

However, for China brands with the strongest supply chain, these have become one of the advantages in competition with imported brands.

• Xinshi beauty cosmetics jihe branch Chu quan San ban fu

The new beauty collection store is very popular among young consumers. On platforms such as Xiaohongshu and Tik Tok, there are countless punch-in posts.

Among them, there are many shops about NOISY Beauty, HARMAY Plum, THE COLORIST Colorist, WOW COLOUR, H.E.A.T, and so on.

So, what do these new beauty shops rely on to capture the minds of this young consumer?

First of all, the big card sample drainage.

Speaking of big-name samples, its history can be traced back to 2008, and business model innovation appeared after the financial crisis.

Under normal circumstances, the inventory control of international brands is the best. When the financial crisis or epidemic breaks out, consumers above the middle class will reduce their consumption or even stop consuming high-end products in a short time.

At this time, the inventory control of these high premium categories is not less than 5%, but increased to 10%-30%, which leads them to digest the inventory as soon as possible in a short period of time (about 1-3 years), and it is necessary to re-formulate consumption plans and production opportunities.

Big brands solicit customers and transform them through samples and gifts, which leads to a new category with huge short-term circulation.

According to NPD Group data, skin care and beauty samples have developed into a huge market in the United States, with sales of 1.2 billion US dollars (about 8 billion RMB) in 2018.

Nowadays, samples are also continuously exported in China market, and they are still a major way to attract customers and drain brands.

Among them, HARMAY’s plum blossom is popular by "warehousing+sample".

Its founder said that on the one hand, the sample increased the customer unit price, on the other hand, it lowered the threshold for new customers. For shops, it is also a way to increase the overall gross profit margin through the combination of high and low gross profit products.

The gross profit margin of the sample can reach 20%, which is twice that of the formal dress.

Faced with the temptation of high gross profit and low new cost, more and more beauty collection stores are aiming at samples, including OnlyWrite, WOW COLOUR, Want, HAYDON Black Hole, THE COLORIST and so on.

Secondly, the selection of products is mainly based on domestic explosions to improve profits.

In the selection of products, the new beauty collection shop is mainly made of domestic brands, focusing on explosive products, so as to increase profits.

H.E.A.T, which is positioned as "offline little red book" by users, likes to burn, which is more obvious in the selection of explosives.

Gary, its founder, said that at present, its store makeup category accounts for 45%, and the brands that have settled in include Odin, Orange Blossom, Perfect Diary, JOOCYEE Fermented Color, HEDONE and other trend brands; Skin care products account for 28%, and the cooperative brands include Winona, HFP, Grain Rain and Daisy Sky.

Gary also said that the products that like to burn are mainly based on Internet sales data and word-of-mouth data, and are investigated from three dimensions:

1, whether the product itself is reliable, whether it is true with characteristics;

2. The sales trend of products in Tmall, the brand volume of Xiaohongshu, Tik Tok and bilibili;

3. Whether the word-of-mouth and rise of the trend brand can truly become a brand.

Including WOW COLOUR, etc. is also this kind of gameplay, which is already a common game rule of new beauty collection stores.

Finally, around young people, create a consumer place with social attributes.

Love to share and experience is the lifestyle of this young people.

By creating a "paradise" shopping scene, the new beauty collection shop has gradually become a new consumption and social place for young people.

More than 20 square meters of rainbow gradient walls made of beauty eggs and lipstick give consumers the strongest visual impact.

This is the unique symbol of THE COLORIST colorist, which attracts many consumers to punch in.

HARMAY’s plum blossoms break consumers’ stereotype of beauty shops and highlight the encirclement with a sense of advanced industry.

It takes "black, white and gray" as the main color of the store, and combines elements such as stainless steel, concrete and glass curtain wall in an orderly manner to present a brand-new image of a beauty shop.

At the same time, Huamei combines the "warehouse-style" shopping form to stimulate consumers’ autonomy and exploration, and increase interest while shopping.

LITTLE B, a subsidiary of Fauvism, is obsessed with art curation. The store has a special exhibition area. The brand has joined hands with high-end ice cream brand Pree to build a flash cart and co-organized a life photography exhibition with BROWNIE Art Photography to attract tasteful consumers with unique artistic tonality.

These new beauty collection stores have their own unique styles and social attributes.

The domestic beauty market has performed strongly, and the number of brand players entering the market has also increased.

According to Tianyancha, in 2020, there will be 2.75 million newly registered enterprises whose enterprise names or business scope include keywords such as "cosmetics, make-up and beauty cosmetics".

Even under the black swan epidemic, new enterprises still maintain a growth rate of 30%, which shows the industrial activity.

According to the data of iResearch, the market scale of China beauty industry will exceed 500 billion yuan by 2022, and it is predicted that the scale will increase to about 598.7 billion yuan in 2023.

While e-commerce accelerates iteration, offline channels are gradually upgraded in store layout, store design and brand selection, actively catering to consumer expectations.

In this industry background, the beauty collection store is becoming more and more important as an offline channel for drainage.

After entering the era of beauty collection store 2.0, there will be a battle between traditional beauty collection stores represented by Watsons and Sephora and new beauty collection stores.

So, what are their respective advantages? Where is the difference?

1. People: Different target customers, what is the necessity of BA (Cosmetics Shopping Guide)?

From the point of "people", the target customer orientation is significantly different: the traditional beauty collection store mainly serves young people, while the target customers of the new beauty collection store are young people of generation Z.

In addition, in sharp contrast to the "enthusiasm" of traditional beauty collection stores, the "coldness" of new beauty collection stores.

The new beauty collection stores advocate more BA-oriented and adopt an open and undisturbed independent shopping mode.

For example, THE COLORIST colorist’s service concept is to provide customers with the help they need without active service, so that customers can fully enjoy the fun of shopping alone.

The clerk will give the customer some support and help, but will not force the sale and excessively disturb, and even "welcome" is not allowed to say.

WOW COLOUR will innovate the traditional BA, and they will cultivate the BA in the store into a KOS group.

While understanding consumers, they are also operating their own businesses such as Tik Tok and Xiaohongshu, so that they can understand what is hot and what products are hot online. This is also based on their understanding and professionalism of consumers, different skin types and products.

2, goods: product selection differentiation.

The selection strategy of traditional beauty collection stores is: mainly international big brands, old domestic products and self-operated brands.

Traditional beauty collection stores have the right to speak, and they are conservative towards new brands, which is relatively strong.

On the other hand, the new beauty collection store actively embraces the national tide and attracts new brands to settle in; On the other hand, they will also lay out international brands, Japanese and Korean minorities, big-name samples, etc., and the selection is more comprehensive.

3. Field: New and old changes in the scene.

Traditional beauty collection stores have done a good job in standardized operation, mainly reflected in store layout, product selection, supply chain and other aspects.

This is an advantage, because the expansion is rapid; On the other hand, it will also become a bondage.

For example, the store layout of traditional beauty collection stores is more or less lacking in design sense and social attributes.

The new beauty collection store pays attention to personalization, and creates a online celebrity scene with punch-in and social attributes through the decoration of the store and the placement of goods.

With the concept of the new beauty collection shop getting hotter and hotter, latecomers who are good at learning from it will flock to it, and there will be problems such as similar images and homogenization of products.

For example, the beauty collection stores such as YAO LIAN Yaolian in Shenyang and PEONIA Penny Beauty in Yiwu have almost copied the plum blossom.

Serious homogenization may become a price war in the future, especially for new beauty collection stores that solicit customers at low prices.

How to stand out in the homogeneous market and maintain high growth at the same time is a difficult problem to test all beauty collection stores.

References:

• [1] Dialogue WOW COLOUR: a revived beauty collection shop, born for generation Z, CBNData.
• [2] Illustration of major beauty collection stores in China: Who is most favored by shopping centers? Lianshang. com
• [3] China Beauty Collection Store Industry Report, iResearch.
• [4] the fire is limited! What is the manager of the beauty collection that makes the Z generation want to stop? Yingshangyun think tank

# Headline Creation Challenge #

Let me summarize it for you today.

Super makeup suitable for work

Really, every one works!

Remember to like and collect.

---

50 times the sun protection index, not only suitable for work, but also suitable for outdoor activities, no need to touch up.

The texture is like a cream, which is very moist and has a very good moisturizing effect.

Especially suitable for girls with dry skin in desert.

It can be used as moisturizing milk before makeup.

After the face, smooth all the troubles of skin explosion.

If dry skin girls often get stuck in powder

It is very suitable for using this sunscreen.

On the contrary, oil skin and mixed skin are not suitable.

There is no effect of brightening skin color.

I won’t fight with liquid foundation and rub mud.

---

Super air cushion for girls with pure dry skin.

It’s really moist and light.

It’s perfect for daily use

Make-up time is tight in the morning

You can go out with a pat.

Because it is moist and malleable.

Therefore, even if it is dry skin, there is basically no powder sticking.

However, it is a thin air cushion.

The makeup is very light and the powder is very light.

Therefore, the concealer effect is also relatively general.

It’s just a natural brightening effect.

Suitable for daily light makeup.

---

In the four-color eye shadow tray of CT, the hottest color number is pillow dream.

I don’t need to say more about this, do I?

Most girls have used it

There is no saying about the fineness of powder.

After all, four or five hundred?

Mainly color.

Very everyday! Joker does not pick people.

It is dominated by apricot pink tones.

This color, the face on the yellow skin is white.

Don’t pick skin color at all

Moreover, painting at work is not abrupt and has temperament.

---

The famous ginger high-gloss ?omega repair

Almost everyone has a plate.

The favorable rate is super high.

The highlights are champagne.

A very soft flash

Super suitable for creating everyday light makeup.

And it is very suitable for yellow skin, and it is white.

Repairing capacity is a light brown color.

It’s for nose repair. It’s amazing.

No matter how smudged, it won’t look dirty.

It is a favorite of many professional makeup artists.

---

Damei Niulang, don’t I have to say more?

Among the big-name eye shadows, the hottest sequin color number! None of them

The reason why she is so angry is because the flash is unique.

It shines like a Milky Way without being particularly abrupt and cheap.

Give people a sense of advanced.

Especially under indoor lights and at night.

Really beautiful!

---

Among the light lipsticks, one is very unattractive.

Even girls with yellow skin look good when painted.

Perfect for everyday light makeup.

Golden tube 274 is almond, orange and pink.

This color is very age-reducing

Tender, but not as delicate as pink.

Very advanced.

And yellow skin can be painted with confidence.

Although it is light in color, it has no fluorescence.

The upper face is white

Only do the most authentic beauty evaluation.

Pay attention to me quickly!

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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At that time, I always thought that the game of red and white machines was "inexhaustible".

I have been exposed to many games in my childhood memory, including at my classmates’ home, friends’ home and relatives’ home. ……

At that time, we would discover some new games at any time.

Many years later, when we look through magazines, we will find that there are also a number of red and white machines. A player in Japan once collected all the genuine red and white cassette tapes, and it took nearly twenty years, which has to be admired!

Not to mention this perseverance, the price of these genuine cassettes is no longer affordable for ordinary players.

The number of red and white machines in that year was: 1267, which included the number of games officially announced and released by other machine platforms. If you add fake games, it is estimated that this number will have to be multiplied several times!

But what everyone doesn’t know is that in the era when red and white machines are popular, there are actually many games that are in the middle of development or have been developed but not released. Most of them are because the emergence of 16-bit computers interrupted the development plan, or the key core personnel left their jobs, which led to the inability to carry out the game in depth.

Today, Xiaobian will come with you to see which red and white machine games are "the middle road collapses"!

English name "Monster City Naga"

This game was IREM’s ambition! IREM, you don’t know who it is?

The core members and founders of SNK and CAPCOM are all "spun off" from this company. We are familiar with the distribution companies of Captain Hook, Violent Interpol and Ninja Baseball.

IREM has released a lot of works on the red and white machine platform, and the models are all fine works.

Such as: Fast Jay Gun, Jackie Chan Kicks the Pavilion 2, Strong Foreman, Little Superman Padou, Biography of Katy, Labyrinth Island and Underground Brave.

IREM games often don’t appear in the collection cards, either single cards or cassettes with fewer games such as 4-in-1, 3-in-1, 5-in-1, 7-in-1 and 6-in-1.

And this game, called "World of Warcraft", was obviously developed in that year, but I don’t know why it was not released.

From the information and pictures revealed in the game, we can see that the game is of JRPG type and the painting style is very good.

The combat mode was the most popular turn-based system at that time. The high-definition monster presented in this picture undoubtedly greatly increases the capacity of the game.

The wild scene of the game is no different from other RPGs, but it adds the time setting. Divided into day and night, the monsters encountered are completely different. There is also a difference between the falling experience value and the props and equipment.

In fact, there were many games that IREM gave up because of the departure of the backbone.

At that time, IREM planned to release two games in PCE, The Legend of Tianma Heroes and The Ultimate Journey, with a very high degree of completion. Even began to promote, but in the end it was not released. Let the players who are waiting hard suffer!

An RPG game that tries to surpass Zelda and The Brave Fight the Dragon. Look at the operation of the screen, this is a game that combines "The Brave Fight the Dragon" and "Mother".

It is estimated that you will not think that this game was originally made byIGSIt was released! The game designer once designed The Legend of Valkyria and The Legend of Valkyrie, so it can be judged that the quality of this game is definitely good.

How is the development progress of this game? Basically, it has been developed and entered the publicity stage before sales.

At that time, the TV station had begun to broadcast the video of the game, demonstrating the operation and play, and the players saw it and were gearing up.

Posters and instructions for the game also appeared.

It introduces the world view and background story of the game in detail, as well as the use of props and the weakness of monsters.

Regrettably, such a classic work was not released in the end, which is more or less regrettable!

However, if these out-of-print games are released now, it will be a good thing for those players who like to collect them!

Genjuu Souseiki, this should be the most regrettable game!

The time when the game released the propaganda screen was 90 years. At this time, it was the last peak period of the development of the red and white machine game!

In the game, players play gods, fight monsters with other gods, conquer and recapture the territory occupied by monsters. How do I feel that I saw the protagonist of The Snowman Brothers?

Because of its long history, the posters of that year have been somewhat blurred, but you can still see the game screen, which is very similar to the familiar RPG game.

The villains in the game, as expected, all look "fierce", and they will know at a glance that they are tough.

The game that Tecmo began to make in 1986 was publicized at every stage, but it was a pity that it was not released in the end!

Looking at the movements of the characters, I feel very similar to the ancient soldiers of the Alps! Is there any relationship between the two?

《A Nightmare on Elm Street》

This is a game that completely subverts the three views. If it was released that year, I really don’t know what the consequences would be.

Because the protagonist in the game is a perverted killer: Freddy, what you have to do is to use evil power and special ability to kill people in your dreams, and try every means to pester those who chase you before they chase you and burn you to death.

After killing everyone, Freddie was safe. Players can control the protagonist through lines and pipes.Yushu steetShuttle around, and you can cross to another room through the mirror.

Children have weapons in their hands, and some of them have "Dream Alter Egos". If they succeed before they wake up, there will be no trouble. But if they wake up, Freddy will be avenged and die.

It is said that some people felt unwell during the internal test at that time, and finally had to cancel the release plan of the game.

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)

Image source @ vision china

Wen | Wu Wei, author | Aowei Consulting

For a long time, domestic beauty products, which are popular with cost performance and strong marketing, have been polarized in word of mouth.

Supporters believe that it is not easy to break through the strong blockade of international big names and compete for the first place in the era of social media development; Critics believe that catching up with the free ride in the traffic era, domestic beauty products have enjoyed an early dividend. Once the industry returns to rationality, the ability of players with too smooth fortune in the early stage to bear pressure in the later stage is uncertain.

A positive conclusion is that from 2019 to 2020, the domestic beauty cosmetics have gone through the initial rough times, and the focus of the next stage is that when it comes to products and brands, domestic beauty cosmetics still have the ability to compete with international brands.

Some players have chosen a more radical path, such as the Perfect Diary: SKUs are constantly innovating and making big acquisitions to quickly adapt to this butterfly-changing market and consumers; Some players have also adopted a more secure style of play, and Hua Xizi has worked hard on brand building and product design.

If we look from the downstream of the industry to the upstream, we will find that not only the brands standing in the spotlight, but also the upstream manufacturers are constantly updating iteratively. It can be said that in addition to strong marketing and cost performance, domestic beauty products have precipitated unique value advantages in these years of exploration, so that they are fully catching up with the first-line big names in the whole cycle of products and the whole link of the value chain.

Still the same question, if the potential energy of a certain link involved in marketing and production is strong enough, is the potential energy of this link strong enough to support a game of chess or the reversal of the right to speak? This reversal does not lie in the occasional explosion, but in the long-term ability to produce new products and brand loyalty that always occupies consumers’ minds.

And domestic beauty cosmetics must also face some hidden diseases in the continuous high pressure. A lot of hot money flows into channels and marketing, and how much money is left for products and research and development.If we can’t achieve innovation at the basic science level, the seemingly solid barrier of the brand is likely to be broken by the next big brand.

We take the whole product cycle as the foothold, go deep into every link to disassemble, and try to answer how far the domestic beauty cosmetics have gone on the road to PK with international brands besides being fast.

The public knows the "fast" of domestic beauty cosmetics.

Just as fast fashion broke the shackles of traditional fashion, and then it was surpassed by ultra-fast fashion, the changing and subdivided needs of young consumers put forward higher requirements for brands. On the one hand, they need to constantly introduce new products to stimulate consumers to maintain their freshness and attention to the brand. On the other hand, the younger generation of consumers have regarded high-value design and innovative ability as an important criterion for brand strength.

Therefore, the "quick" posture was an advantage in the early stage of the development of domestic beauty cosmetics, and it has been regarded as a "routine operation" until now.The rapidity in the supply chain is not new, and it can only be regarded as the only barrier to the brand when it involves the whole process of brand connotation, packaging design and manufacturing.

Through expert interviews and industry research, Oliver Wyman found that the research and development cycle (including product creativity, packaging design, formula preparation and test production) of a single new product of international brands is between 15 and 24 months, while similar brands in China generally only need 6 to 9 months. The planning period of big brands is usually in years, but it is very common for China brands to be in months.

However, there are also pattern subdivisions soon. Oliver Wyman Consulting believes that domestic beauty products have been iterated into two categories on the previous basis. An "agile trial and error" model that keeps up with the market trend, citing a large number of external partners to speed up the design, packaging and other processes, and constantly introducing new products to test the market response, may evolve into a representative of platform players; Another "lean polishing" model tries to create a beauty brand with China cultural symbols for consumers, which often has the potential to go out to sea for gold in the later stage.

(Taking two typical brands as examples, Oliver Wyman Consulting found that a brand registered 332 products in 2020 under the agile trial and error mode, of which 42 products were introduced to the market, and 69 products were registered in the same year under the lean polishing mode, of which 12 products met with consumers. )

After all, behind the fast is the competition for the attention of young consumers and the right to speak in the beauty industry.

Observers from all walks of life have studied Generation Z for many years and found that it is difficult to establish brand loyalty of this generation of consumers. Even if you have a preference for a certain brand, it is easy to migrate and jump in the same kind of competing products.They grew up in an era of material abundance and information explosion, and they have instinctive sensitivity to new brands and taste new psychology.

This is essentially different from the concept of beauty consumption of consumers before the age of 25. Their knowledge of beauty basics is almost educated and cultivated by international big brands. Once they form their loyalty and preference for a certain brand, it is difficult to actively migrate, which is similar to the "trust in the brand first, then trust to migrate from the brand to the whole line of products" shown by mature users in the Japanese beauty market.

But the younger generation of consumers are different. They are used to "passive feeding" of demand and do not accept "delayed satisfaction".An exaggeration is that what consumers want today, domestic beauty cosmetics can be given to you tomorrow, but if it is an international brand, the prototype of the product may not be discussed until next year.

No one pays attention to the disputes and tears in the process, and consumers only care about the results of those impacts on the overall strategy and local business adjustment of the group. The noisy volume in the track and the constant production of new domestic beauty products every day make them not know or understand the time required for the brand to develop, produce and build value.

International brands may have lost time, and domestic beauty products have won the opportunity. In the race against time of China’s speed, diligent beauty practitioners spend time again and again to hand over fabulous answers.

They can’t achieve an overwhelming victory, and they don’t need to catch up with all channels. As long as there is a small range of highlights at an activity node, this achievement is enough to publicize for one year.

However, these criticisms do not completely deny the achievements of domestic beauty products. Frankly speaking, the competition on the beauty track is fierce, and the cold start process of the new brand has been quite difficult. Now it has passed the stage from 0 to 1, and it is expected that it will become a forest and a sea, which also forces the industry to continuously improve its quality and level.

Judging from the whole process of the birth of new products, domestic beauty products have ushered in the acceleration and innovation of the whole process and all links, and their blade is not only at the marketing level. There is also fine work.

Let’s talk about it in different modes.

• In the stage of creative conception and packaging design:

Agile trial-and-error mode beauty has strong resource integration ability and scheduling ability to manage multiple partners. They introduce a wider range of partners, and creative inspiration can be provided by some professional organizations. The packaging design has a mature OEM factory, the supply of raw materials suppliers is stable, and the external marketing is also supported by professional advertising companies. This cross-subject and cross-departmental coordination and integration ability puts high demands on the external management and internal management of the company. They need to have keen and accurate foresight in the judgment of higher dimensions such as strategy, as well as tolerance for trial and error costs and the execution of rapid adjustment after trial and error.

Under the lean grinding mode, some brands can easily detonate word of mouth with advanced design or concept. The representative carved lipstick of a national makeup brand is an example. The core idea originated from an exclusive professor of the Academy of Fine Arts, and the brand often has discussions and cooperation with external art colleges on packaging and materials.

A widely circulated saying in the industry is that the mold opening of this product is the most difficult among domestic brands. At that time, the brand was looking for large and small production lines in China, and it took about 8 months to finalize the manufacturer of lipstick paste to achieve the special appearance effect of the product. The brand side needed to try again and again with the factory in terms of product efficacy and product appearance, so as to find a balance point. It is easy to understand that the cost of molds in the production line is high, and shoes need to be molded and clothes only need to be printed, which is the difference in cost. That’s why you buy concealer air cushions from different companies, and their boxes are all similar, because the initial molds of the production line are the same.

Paying attention to design also means a more professional internal design team rather than relying solely on external creative institutions. According to the open recruitment information of Yige Group to which Hua Xizi belongs, the annual salary of senior gift box packaging designers who have worked for 3-5 years is between 225,000 and 450,000, which is quite different from that of their peers, at least reflecting the brand’s reserve and attention to design talents.

The design of appearance structure and vision, and the consideration of packaging materials are not unique to Hua Xizi. Blank ME, a domestic brand that focuses on base makeup, has all its packaging materials designed from South Korea, and its product price line is almost equal to that of international brands.

• Formulation development stage:

In addition to core creativity, packaging design and product formula, although most domestic beauty cosmetics will directly use the formula of OEM at present, they are also actively setting up their own raw materials and formula research teams. The common practice is that most foundry employees are relatively familiar with the functions and textures of raw materials, but they are relatively slow to respond to the needs of C-end consumers. At present, it is quite cost-effective for the brand to make minor adjustments directly on the existing formula mode of the foundry.

Indeed, with the continuous maturity and upgrading of China’s manufacturing industry, brands need not be limited to internalizing the whole value chain from concept to production, but can explore external forces to the greatest extent and build a more open-source ecosystem centered on brands. The brand side can further put its energy into the polishing of core competitiveness, such as brand building, cutting-edge scientific and technological exploration, consumer insight and so on.

• Test phase:

The laboratory testing of domestic brands has adopted more flexible methods, such as keeping only the necessary safety and stability tests, directly using the test results of the foundry, changing some tests from linear to parallel, etc., in order to speed up the testing.

In the stage of consumer testing, compared with international brands that spend 2-3 months at a time, use external research companies, adopt well-designed questionnaires with dozens to hundreds of questions, and conduct comprehensive data analysis, domestic brands hold the idea that "the real consumer testing takes place after the product goes on the market", and think that small-scale consumer testing before the product goes on the market is difficult to ensure objectivity and cannot bring decisive changes to the product. Therefore, domestic brands greatly shorten the testing time to 2-3 weeks, and greatly streamline the granularity of questions and data analysis, just seeking feedback from consumers on core issues.

In order to achieve rapid consumer testing, leading new domestic brands directly recruit consumers through WeChat WeChat official account and other channels to form a "testing resource pool" and invite them on demand. This not only ensures the speed, but also creates a novel way to interact directly with consumers.

• Production stage:

Similar to the concept held in the testing stage, domestic brands test the market reaction and make timely output adjustments through smaller batches and more batches of production. For example, the first batch of lipstick products produced by a domestic brand only produces 10,000 pieces (positioned as "limited edition"), which can be completed within 1-2 weeks; Gradually increase to 20,000 and 50,000 in the next production batch. The first batch of international brand lipsticks will reach the production order of 100,000-300,000 pieces, and it will take at least one month to produce. In addition, because domestic brands basically use the formula of the foundry, raw material procurement, quality inspection and other links can be as advanced as possible (completed by the foundry in advance), which further speeds up the overall production.

Based on the above links, domestic beauty cosmetics now have the ability of quick attack and meticulous work in all aspects of creative conception, packaging design, formula debugging and manufacturing, which means that they have the confidence to compete with international brands.

But this does not mean that there is no gap between domestic beauty products and big brands in Europe and America.

The problems faced by domestic beauty players are the same. Even if the brand has completely caught up with the creative connotation, product design, external marketing and follow-up logistics, it is still difficult for the brand to have the ability to cross the cycle if it cannot make a breakthrough in basic research and development.

International beauty companies such as L ‘Oreal and Estee Lauder have flourished for a hundred years. Their self-built laboratory has a profound accumulation in the research and development of basic dermatology and has obvious advantages.It involves the innovation of basic raw materials, the sensitivity of human skin, adaptability test, etc., and it does open a position with domestic beauty.

Taking the innovation of raw materials as an example, Bosein of L ‘Oré al, Pitera of SK-II, and Alcohol A of Johnson & Johnson Company (which has been widely used at present) are all unique patents, thus giving birth to explosive products that span the cycle.

Take Pitera as an example. Due to the dispute over the expiration of the patent between 2017 and 2019, in theory, the factory can engrave Pitera according to the composition and production method in the original patent registration document of one of the cost inventors. However, due to the lack of unique strains, the water in the local Lake Biwa in Japan and the uncertain fermentation process, it is not feasible to completely engrave the formula, which is the barrier of SK-II.

The same is true for the key components of Estee Lauder’s small brown bottle, which uses the lysate of the fermentation product of Schizoyeast, which is unique to CLR, a famous German ingredient supplier. It is difficult for domestic factories and laboratories to replicate in a short time.

To some extent, domestic beauty cosmetics are relatively weak in raw materials, formulas and other aspects. Apart from the reasons that local beauty brands started late and have a deep foundation, there are also the influences that today’s beauty brands are involved and the market is changing too fast.Before, local beauty brands were merged, acquired or closed down due to the massive entry of European and American brands. Now, it is hard to follow the trend of social media, and more or less compromise the market, thus falling into the red trap of packaging, concept and marketing.

However, with the continuous maturity of consumers and the elimination and evolution of the market, the industry will eventually return to rationality. This is also why we can see some domestic beauty products and are more willing to polish the products in a down-to-earth manner.

Paiqueling began to cooperate with the University of Berlin in Germany, and went to the United States to attack Japan to develop new products. Huanya and dermatologists studied technology in Australia, and the perfect diary was established as "Open Lab". When the market capacity is large enough and the entrants are expected to share a piece of the action, if the capital reserve, talent team, product design and brand ideas are in place, enterprises will also adjust their ideas, and their willingness to invest in technology research and development and production equipment will also rise, and the focus of the whole industry participants will also shift to products.

This is also the victory of China OEM/ODM OEM mode. In a broader dimension, the rise of domestic beauty cosmetics means an all-round upgrade of China’s manufacturing, which is an important signal for domestic beauty cosmetics to start brand building and cultural self-confidence, and also a powerful proof for them to sail out to sea and go global.

# Headline Creation Challenge #

With the development of society, educational issues have become more and more popular. In recent years, there have been many educational hot issues in China, such as "double reduction" policy, online education, vocational education and so on.

These hot issues not only reflect the needs and expectations of ordinary people for education, but also reflect the complexity and diversity of education itself.I briefly start with the insight of educational hotspots, analyze these hot issues, and put forward corresponding views and suggestions.

The policy of "double reduction" is one of the hot topics in the field of education in recent years. This policy aims at reducing students’ academic burden, optimizing the allocation of educational resources and improving the quality of education. There are also some problems and challenges in the implementation of this policy.

Reducing students’ schoolwork burden is one of the core objectives of the "double reduction" policy, and the realization of this goal faces some difficulties. The heavy burden of students’ schoolwork is closely related to the uneven distribution of educational resources and the imperfect educational evaluation mechanism.

(2) To reduce the academic burden, students’ learning needs and individual differences should also be considered. How to balance these problems needs further discussion and research.

③ Optimizing the allocation of educational resources is also one of the important contents of the "double reduction" policy. There is a serious imbalance in the allocation of educational resources, and there is a big gap between urban and rural areas and between regions. Optimizing the allocation of educational resources requires a lot of money and manpower, and the sources and distribution methods of these inputs also need further discussion and research.

In view of these problems, I have the following humble opinions:

▲ Improve the education evaluation mechanism, pay attention to students’ comprehensive quality and individual differences, and avoid the phenomenon of "one size fits all";

▲ Strengthen the support of family education and social education to provide students with more comprehensive educational services;

▲ Optimize the allocation of educational resources, increase investment and improve the utilization efficiency of educational resources;

▲ Explore diversified educational models and service methods to meet the learning needs of different students.

With the development of information technology, online and on-the-job education has gradually become an important trend in the field of education. Online education can not only break through the limitations of time and space and provide students with more flexible learning methods, but also expand the coverage of high-quality educational resources and promote the fairness and popularization of education. Online education also has the following problems:

★ The quality of online education is uneven: some online education platforms have problems such as low course quality and uneven teacher level, which makes it difficult to ensure students’ learning effect. In addition, due to the lack of face-to-face communication and interaction, some students may feel lonely and helpless, which will affect the learning effect.

The popularity of online education needs to be improved. Although online education has achieved certain results, there are still some areas and groups of students who cannot enjoy this kind of education service. How to expand the coverage of online education and benefit more students is an important problem to be solved.

We can take the following measures to solve the above problems:

▲ Strengthen the supervision and management of online education, establish a perfect quality assurance mechanism, and improve the quality of courses and the level of teachers;

▲ Provide strong support for the technology and research and development of online education, improve the interactivity and experience of online education, and reduce students’ sense of loneliness and helplessness;

▲ Explore the online and offline education mode, and combine the advantages of online education with the advantages of traditional education to improve students’ learning effect;

▲ Strengthen the popularization of social publicity and education, improve the popularity and awareness of online education, and benefit more students.

Vocational education is one of the important ways to cultivate skilled talents and promote employment. With the development of economy and society, the importance of vocational education has attracted more and more attention, and there are also some problems and challenges in vocational education.

The quality and effect of vocational education need to be improved. Some vocational schools have some problems, such as unreasonable curriculum, insufficient teachers and outdated equipment, which makes it difficult for the students to meet the needs of enterprises and the expectations of society. Some students also have problems such as insufficient learning motivation and unclear career planning, which affect the effect and quality of vocational education.

In order to solve these problems, there are the following views and suggestions:

★ Closely meet the market demand: adjust the curriculum and teaching content according to the market demand to ensure that the skills learned by students are closely combined with the market demand. At the same time, the cooperation with enterprises is closer, and the school-enterprise cooperation mode is developed to provide more practical opportunities for students.

★ Improve teachers’ level: strengthen teacher training and introduce high-level teachers, improve teachers’ professional quality and teaching ability, and encourage teachers to participate in enterprise practice and scientific research activities to enhance their practical ability and professional quality.

★ Improve career planning guidance: provide professional career planning guidance services for students, help them understand the career development path and market demand, and improve their employment competitiveness.

★ Broaden the development channels of vocational education: encourage the connection and communication between vocational education and other forms of education such as higher education and continuing education, and provide more development opportunities and choices for students. It also exchanges and cooperates with the international advanced level and introduces foreign advanced vocational education concepts and models to promote the further development of vocational education in China.

For example, educational equity, educational informatization and educational internationalization.

Educational equity:Educational equity is a basic problem in the field of education and an important way to realize social equity. At present, the problems of unbalanced distribution of educational resources and large gap between urban and rural areas and regions still exist, which seriously affects the realization of educational equity.

We should increase investment in education: increase the proportion of education funds to GDP and ensure adequate investment in educational resources. At the same time, strengthen investment in education in rural and poverty-stricken areas and narrow the gap between urban and rural areas and regions;

Promote the balanced development of compulsory education: improve the allocation mechanism of compulsory education resources, ensure the balanced development between regions and schools, monitor and evaluate the quality of compulsory education, and ensure the quality of compulsory education;

Encourage social forces to participate in educational equity: guide and support enterprises, social organizations and individuals to participate in educational undertakings, promote diversified supply of educational resources, and improve the fairness and popularization of education.

Problems of educational informatization:With the rapid development of information technology, educational informatization has become an important means to promote educational reform and innovation. However, there are some problems in the current educational informatization, such as the lack of integration of information technology and education, and the inconsistency of network security and informatization standards. The following are some suggestions:

Strengthen the deep integration of information technology and education: promote the wide application of information technology in education, teaching, management and scientific research, and promote the deep integration of information technology with curriculum, teaching and evaluation;

Strengthen network security: formulate and improve the network security management system, improve the awareness and ability of network security protection, and ensure the safety and reliability of information education. At the same time, strengthen the supervision and filtering of bad information to prevent adverse effects on students;

Promote the construction of informatization standards: establish a unified education informatization standard system, standardize the construction and application behavior of informatization education, and promote the healthy development of informatization education.

The internationalization of education:With the continuous development of economic globalization and education internationalization, China’s education field has gradually strengthened exchanges and cooperation with other countries and regions in the world. At present, there are still some problems in the internationalization of education in China, such as the low level of internationalization and the low level of international cooperation.

Improve the level of international education: encourage and support universities to carry out international education, introduce foreign advanced school-running concepts, courses and teachers, and improve the international level of education in China.

Strengthen the construction of international teaching staff: encourage and support university teachers to participate in international academic exchanges and cooperative research activities, and improve their international vision and academic level.

Promote foreign language education and cross-cultural communication: strengthen foreign language education and cross-cultural communication activities to improve students’ foreign language level and cross-cultural communication ability.

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