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　　In 2014, the top leaders of the General Secretary of the CPC Central Committee, the President of the State, and the Chairperson of the Central Military Commission made important instructions in the report jointly submitted by the Zhejiang Provincial Party Committee and Tsinghua University: "The exploration and practice of the Zhejiang Tsinghua Yangtze River Delta Research Institute over the past 10 years shows that provincial-school cooperation is an effective model for optimizing the allocation of scientific and technological resources, promoting the transformation of scientific and technological achievements, and achieving the integration of science and technology and economy. We hope to summarize experience, make persistent efforts, continuously consolidate the achievements of provincial-school cooperation, comprehensively deepen the reform of the scientific and technological system, and strive to build the Yangtze River Delta Research Institute into a new innovation carrier with advanced level, and make greater contributions to promoting the construction of the regional innovation system

　　Since its establishment 20 years ago, the Yangtze River Delta Research Institute has encouraged the development of scientific research projects in the market, emphasizing that innovation should be guided by application and industrialization.

　　The Yangtze River Delta Research Institute takes the application needs of enterprises as the starting point, gives full play to its own advantages of innovation elements, acts as both a think tank and a promoter, and in-depth cooperation with enterprises fills the "last mile" between scientific research and industrial application.

　　The Yangtze River Delta Research Institute, as a new type of innovation carrier, has precisely played the role of "bridge" and "commando" from basic research in universities to product development in enterprises, completing the transformation of "enterprises want to do it but can’t do it, venture capitalists want to invest but don’t dare to invest, and governments want to do it but can’t do it".

　　The Yangtze River Delta Research Institute not only focuses on individual innovation projects and enterprises, but also builds an industrial ecosystem in a chain by fully integrating the superior resources of the government, universities, and R & D institutions to "build a research institute, an industrial park, and a specialized fund."

　　From a company’s demand, to the development and application of a series of technologies, to the successful listing of a product… In Huang Kaisheng’s opinion, the demand innovation-driven theory and technological innovation, the "Ten Hundred Thousand Project" reflects the role of enterprises as the main body of innovation, and is also a vivid practice of the Yangtze River Delta Research Institute to build an innovation chain around the industrial chain to serve market demand.

　　The Yangtze River Delta Research Institute hopes to deeply connect the innovation resources of the Yangtze River Delta Research Institute with industrial innovation through the "Deep Roots Plan", fully empower industrial development, and gradually form a standardized and replicable process for the transformation of innovative achievements.

　　Text | "Outlook" Newsweek reporter Shi Xiangzhou, the former name of Shang, Qian Peshan, Gu Xiaoli

　　The "two skins" of scientific research and industry have always been an important constraint restricting our country’s innovation resources to give full play to their driving efficiency.

　　A set of public data in 2019 shows that there are about 30,000 scientific and technological achievements and more than 1 million patented technologies in China every year, but only 20% can be converted into mass production, and only 5% can form an industrial scale, far below the level of about 60% in developed countries.

　　Innovating the system and mechanism to build a bridge of deep integration between science and technology and the economy, so that more scientific research results can be smoothly transformed into practical productive forces, is an inevitable requirement to release the vitality of scientific and technological innovation and promote high-quality economic development.

　　At the end of 2003, under the personal promotion of the top leader of the then Zhejiang Provincial Party Secretary, the Zhejiang Tsinghua Yangtze River Delta Research Institute (hereinafter referred to as the "Yangtze River Delta Research Institute") was officially established and landed in Jiaxing, Zhejiang. As a new innovation carrier jointly built by the Zhejiang Provincial People’s Government and Tsinghua University, the Yangtze River Delta Research Institute has been based in Zhejiang and facing the Yangtze River Delta since its establishment. It has explored an effective model of provincial-university cooperation with self-support and market-oriented operation, and gradually grown into an important industry-university-research experimental platform and achievement transformation base in the Yangtze River Delta region.

　　In 2014, the top leaders of the General Secretary of the CPC Central Committee, the President of the State, and the Chairperson of the Central Military Commission made important instructions in a report jointly submitted by the Zhejiang Provincial Party Committee and Tsinghua University: "The exploration and practice of Zhejiang Tsinghua Yangtze River Delta Research Institute over the past 10 years shows that provincial-school cooperation is an effective model for optimizing the allocation of scientific and technological resources, promoting the transformation of scientific and technological achievements, and achieving the integration of science and technology and economy. We hope to sum up experience, make persistent efforts, continuously consolidate the achievements of provincial-school cooperation, comprehensively deepen the reform of the scientific and technological system, and strive to build the Yangtze River Delta Research Institute into a new innovation carrier with advanced level, and make greater contributions to promoting the construction of the regional innovation

　　"One is rooted in innovation and the other is facing the market. We are a bridge and a’rapid response force ‘between these two links," Huang Kaisheng, party secretary and president of the Yangtze River Delta Research Institute, said in an interview with Outlook Newsweek. "After years of exploration, we have summed up a Big Dipper model that includes various transformation elements of’government, industry, university, research and development.’ We have built a system of transformation of scientific and technological achievements from applied basic technology research to large-scale production of products, and opened up a new path of deep integration of scientific and technological innovation and industrial development."

　　This year, the Yangtze River Delta Research Institute celebrates the 20th anniversary of its establishment. The rural fields where rice waves rolled in Jiaxing in the past are now the highlands of science and technology innovation where talents gather and kinetic energy is surging. In the past 20 years, the Yangtze River Delta Research Institute has established 1 national key laboratory, 2 provincial key laboratories, 3 provincial engineering centers, 5 research institutes, and more than 80 research centers. It has established a national international science and technology cooperation base, a national science and technology enterprise incubator, and a national overseas talent offshore innovation and entrepreneurship base. More than 800 overseas high-level talents have been introduced and trained, and more than 1,000 technology enterprises have been invested in incubation. Among them, 75 have been successfully listed. The output value of equity-owned enterprises in 2022 is about 420 billion yuan…

　　Looking to the future, Huang Kaisheng said that the Yangtze River Delta Research Institute will further grasp the law of innovation, consolidate the elements of innovation from all parties, explore a new national system, face industrial needs, accelerate the transformation of scientific and technological achievements, and build a new innovation carrier with advanced level as soon as possible, so as to make greater contributions to promoting the construction of the regional innovation system.

　　Application-oriented optimization of scientific and technological resource allocation

　　During the 2022 Olympic Winter Games in Beijing, a video of foreign athletes introducing the smart beds equipped in the Winter Olympic Village exploded on social media and received hundreds of millions of views.

　　This smart bed can not only adjust different forms such as sleeping and sitting positions through the remote control, but also turn on the massage mode to help athletes release competition pressure and improve sleep quality.

　　The manufacturer of this smart bed can become the official supplier of Beijing 2022 Olympic Winter Games, thanks to a "two-way rush" between the Yangtze River Delta Research Institute and the manufacturer Qisheng Technology.

　　By chance, Yang Xiangdong, vice president of the Yangtze River Delta Research Institute, who is engaged in intelligent manufacturing research, learned that Qisheng Technology is developing a smart bed with sensing capabilities, but due to the limited R & D strength of the enterprise, progress has been sluggish.

　　"Only by meeting the actual needs of enterprises can innovation be valuable." Yang Xiangdong told reporters that the development pain point of Qisheng Technology is precisely the starting point of innovation of the Yangtze River Delta Research Institute. After Qisheng Technology asked questions, the Yangtze River Delta Research Institute, together with the Department of Mechanical Engineering of Tsinghua University, worked in depth with enterprises to increase application research and development around specific application scenarios, and implemented a number of scientific research achievements such as intelligent sensors and big data analytics technology. Finally, this smart bed was created, opening up a new track for long-cycle innovation for enterprise development.

　　How can scientific research be more closely integrated with the market? Since its establishment 20 years ago, the Yangtze River Delta Research Institute has encouraged the development of scientific research projects in the market, emphasizing that innovation should be guided by application and industrialization.

　　"Scientific research results are either on the shelves or on the shelves." A line of words on the wall of the office building highlights the unique innovation concept of the Yangtze River Delta Research Institute, which is also the goal it has always pursued during the 20-year construction of new innovation carriers.

　　- Link innovation resources to effectively connect supply and demand.

　　 　What are the achievements of scientific research institutions? What resources do enterprises need? This is the prerequisite for the smooth transformation of innovation achievements. In reality, on the one hand, some scientific researchers do not know what the market needs; on the other hand, a large number of innovation needs in the industrial field cannot be met.

　　To make scientific research better serve economic development, it is necessary to break this information asymmetry and make the connection between innovation supply and market demand more effective.

　　Flexible electronics, as a disruptive science and technology generated by the high degree of cross-integration of disciplines, is an important strategic opportunity for our country’s independent innovation to lead the future industrial development. In 2016, Professor Feng Xue of the School of Aerospace and Aviation of Tsinghua University, who has made many achievements in the field of flexible electronics technology, had the idea of applying the cutting-edge technology of flexible electronics to the industry. After learning about this situation, the Yangtze River Delta Research Institute actively gave full play to the advantages of resource integration, guided by major national needs, and intensively connected with local government departments, university scientific research management institutions, and social and private capital forces to find investment, build platforms, and solve problems for the project team, and smoothly promoted the landing of Zhejiang Tsinghua Flexible Electronics Technology Research Institute in Jiaxing

　　From a small research group to a flexible electronics professional team of more than 180 people, from scratch to an approved state key laboratory, Zhejiang Tsinghua Flexible Electronics Technology Research Institute has achieved a number of landmark achievements in the fields of life and health, aerospace, and major industrial equipment testing. It has led the demonstration in serving major national strategies, Zhejiang’s economic development, and school discipline construction.

　　"The original intention of the establishment of the Yangtze River Delta Research Institute is to promote the education and scientific research of Tsinghua University and the comprehensive development of science and technology, economy and society in Zhejiang Province and the Yangtze River Delta." Huang Kaisheng said that in order to effectively link resources, the Yangtze River Delta Research Institute has used its own advantages to introduce scientific and technological resources from the establishment of Tsinghua University, and has successively built high-end scientific research platforms such as the State Key Laboratory of Flexible Electronics, the Center for Advanced Model Animals, and the Chinese Population Tumor Sample Database in Zhejiang.

　　On the other hand, the Yangtze River Delta Research Institute makes good use of its own brand resources, and overseas "Taobao" holds more than 100 talent activities such as project roadshows, policy consultation, and "capital and intelligence" docking every year, which has connected a large number of high-quality talents and projects to the local area.

　　- Horizontal development, allowing innovation capabilities to serve the market accurately.

　　Compared with vertical projects approved by higher-level science and technology departments or institutions, horizontal projects formulated by enterprises or research institutes based on the technical difficulties existing in the actual production process place more emphasis on the application value of scientific research results.

　　Over the years, the Yangtze River Delta Research Institute has focused on life and health, new materials, advanced manufacturing, integrated circuits, etc., highlighting "horizontal technology development", accurately matching innovation resources according to the technical difficulties existing in the actual production process of enterprises, narrowing the distance between scientific research and industry, and enabling innovation capabilities to accurately serve the needs of enterprises.

　　Data show that the Yangtze River Delta Research Institute horizontal contract value accounted for 80% of the total contract value, the horizontal contract amount of more than 1 million yuan accounted for 46% of the horizontal contract amount, the annual commitment of enterprises and institutions horizontal contracts over 100, patent authorization over 100, the total amount of scientific research funding exceeded 400 million yuan.

　　Experts said that enterprises are based on market demand and problem orientation, and put forward key core technology needs, which need to be "interpreted" by the transformation link to lead scientific research projects and achieve innovative breakthroughs. As a new innovation carrier of self-support and enterprise management, the Yangtze River Delta Research Institute has turned the natural ground to industrial needs from the top-level design, built a bridge between scientific research and industry through horizontal topics, and promoted the development of disciplines with practical needs, forming a market-oriented closed-loop ecosystem of scientific and technological innovation.

　　- Deep binding, scientific research institutions and enterprises grow together.

　　Focusing on the transformation of scientific and technological achievements, the Yangtze River Delta Research Institute not only provides technical cooperation services for enterprises, but also helps enterprises transform their innovative ideas and enhance their own scientific and technological innovation capabilities.

　　"At first, companies just wanted to find a technical team to develop smart beds, but in the process of cooperation with Qisheng Technology, the Yangtze River Delta Research Institute proposed the development direction of using smart bed data to develop health management services," Yang Xiangdong said.

　　In order to achieve this transformation, the Yangtze River Delta Research Institute has partnered with the Department of Mechanical Engineering of Tsinghua University and Qisheng Technology in depth. In terms of innovation chain, the Department of Mechanical Engineering of Tsinghua University is responsible for providing basic theoretical support and development direction planning for key technologies of health big data, that is, completing the original innovation of "from 0 to 1"; in the transformation chain, the Intelligent Equipment Technology Research Center of the Yangtze River Delta Research Institute is responsible for forward-looking key technology and innovative product research, that is, completing the application transformation of "from 1 to 10"; in the industrial chain stage, the Yangtze River Delta Research Institute and Qisheng Technology jointly established Zhe************* Data Service Co., Ltd., which is responsible for transforming the original samples into products of stable quality and mass production, and establishing a health management service system to realize the cross-border transformation of enterprises. Qisheng Technology is responsible for making products into commodities that meet the needs of sales and entering the market circulation, and completing the monetization process of "from 10 to 100".

　　"We should not only hand over the technology to the enterprise, but also provide the enterprise with relevant concepts and future application scenarios and implementation paths of the concept." Yang Xiangdong told reporters that Zhe************* Data Service Co., Ltd. is mainly responsible for the application transformation of samples and the analysis and processing of user usage data, providing support for the direction of technological innovation. Through this data service company, the Yangtze River Delta Research Institute has helped Qisheng Technology achieve a leap from a traditional bedding manufacturer to a health management service provider.

　　"The’Qisheng model ‘is’with the head of Tsinghua University and the feet of entrepreneurs’." Yang Xiangdong said that for a long time, the Yangtze River Delta Research Institute has taken the application needs of enterprises as the starting point, played the advantages of its own innovation elements, and served as both a think tank and a promoter. In-depth cooperation with enterprises has filled the "last mile" between scientific research and industrial application.

Zhejiang Tsinghua Institute of Flexible Electronics Technology Flexible Integrated Device Manufacturing Pilot Line (photo taken in June 2022). Photo courtesy of Zhejiang Tsinghua Yangtze River Delta Research Institute

　　All factors empower the transformation of scientific and technological achievements

　　From scientific and technological research and development to product production is a worldwide problem. From a practical point of view, this process generally consists of four stages: basic research, forward-looking technology research, key technology development and industrial product development. Basic research is often undertaken by universities and research institutes, while industrial product development is generally undertaken by enterprises. The forward-looking technology research stage, as well as the key technology development, integration and system demonstration stage between these involve complex elements and required resources, and it is difficult for universities, research institutes and enterprises to be competent. The government, considering efficiency, management and fair competition, is not suitable for direct responsibility.

　　Feng Yecheng, vice president of the Yangtze River Delta Research Institute, said that as a new type of innovation carrier, the Yangtze River Delta Research Institute has precisely played the role of "bridge" and "commando" from basic research in universities to product development in enterprises, completing the transformation work of "enterprises want to do it but can’t do it, venture capital wants to invest but can’t dare to invest, and the government wants to do it but can’t do it."

　　After years of practice, the Yangtze River Delta Research Institute has successfully explored a set of unique "government-industry-university-research financial application" Beidou seven-star model, which corresponds to seven major innovation elements in the whole chain of industry-university-research cooperation, including government, industry, universities, scientific research, finance, technology intermediaries, and market applications. The core of this model is the whole-process intervention of the Yangtze River Delta Research Institute, which comprehensively coordinates various elements and resources to help the successful transformation of innovation achievements.

　　- From offshore incubation to international cooperation, improve the success rate of talent recruitment.

　　Through the introduction of talents, it is a common practice in many places to achieve the transformation of results. But overcoming the "acclimatization" in the process of talent introduction is a major difficulty.

　　In the past 20 years, the Yangtze River Delta Research Institute has explored the "offshore incubation + soil transplantation" model in the process of helping localities introduce overseas talents, which has effectively improved the probability of overseas talents successfully landing.

　　In March 2010, the Yangtze River Delta Research Institute established an innovation and entrepreneurship base overseas, becoming the first international technology transfer base in Zhejiang Province to "go global". Since then, the Yangtze River Delta Research Institute has established 2 innovation centers and 9 offshore incubators in many overseas countries.

　　Li Yuanyuan, director of the International Cooperation Department of the Yangtze River Delta Research Institute, introduced that through overseas offshore incubators, the Yangtze River Delta Research Institute can connect with suitable high-tech projects, enterprises, and talents, and select potential and high success index entry bases for observation and review. First, the local incubation is carried out, and then the domestic introduction is more mature.

　　Not only that, in the process of introduction, the Yangtze River Delta Research Institute also focuses on the overall packaging and introduction of talents together with their teams, projects, technologies and other innovative elements, which is the so-called "transplantation with soil".

　　Li Yuanyuan mentioned that means such as offshore incubation and "transplantation with soil" not only help to reduce the "acclimatization" in the process of talent flow, but also help to reduce the running-in time of talents and teams, and promote the smooth transformation of scientific and technological achievements.

　　At present, the Yangtze River Delta Research Institute has 406 incubation projects and more than 100 "soil transplantation" projects, forming a pattern of "incubation overseas and transformation in Zhejiang". It has also carried out scientific and technological cooperation with more than 30 well-known overseas scientific research institutions and leading enterprises, and carried out global "listing".

　　- "Investment + Incubation", the whole process cares for the growth of the enterprise.

　　The transformation of scientific research achievements from the innovation chain to the industrial chain requires the process of achievement formation, evaluation, testing, pilot test, small-scale deployment, and large-scale production. In response to many "long-term difficulties" encountered in the transformation of early scientific and technological achievements, the Yangtze River Delta Research Institute supports the growth of enterprises through the whole process of "investment + incubation".

　　In terms of investment, the Yangtze River Delta Research Institute explores the organization of the capital chain around the innovation chain through capital integration and equity operation, and uses the capital chain to promote the industrial chain.

　　For example, the Yangtze River Delta Research Institute and Shenzhen Innovation Investment Group Co., Ltd. jointly established the Red Soil Fund to explore the investment funds initiated by scientific research institutes; and Zhejiang Industrial Fund Co., Ltd. jointly funded the establishment of science and technology fund of funds to expand the resource integration capacity in the field of science and technology finance.

　　Up to now, the total scale of science and technology innovation funds directly participated in and managed by the Yangtze River Delta Research Institute exceeds 3.50 billion yuan, and the scale of sub-funds exceeds 10 billion yuan. Through the "equity system" model, the Yangtze River Delta Research Institute has successfully introduced a number of supplementary chain, extended chain and domestic replacement projects in sub-sectors such as integrated circuits and photoresists. In the past five years, the incubation projects in the campus alone have paid 1.96 billion yuan to the local government, effectively feeding back the local finance, and the two-way benign nourishment model has been formed by the hospital-local cooperation.

　　Wang Guangnian, deputy secretary of the Party Committee of the Yangtze River Delta Research Institute, said that through the direct investment of its funds to obtain equity, the market-oriented operation has quickly provided start-up funds for technology enterprises, and established equity relations with enterprises, forming an ecosystem of mutual cooperation, resource sharing and complementary advantages. This not only helps technology-based small and medium-sized enterprises get through the difficult stage of entrepreneurship, but also supports the sustainable and stable operation of the market-oriented operation model of the Yangtze River Delta Research Institute.

　　In addition to financial support, the Yangtze River Delta Research Institute also provides a full range of incubation services for enterprises in the early transformation stage.

　　In 2011, Dr. Zhao Zhong, who was studying in the medical school of a well-known overseas university, returned to China to establish Zhejiang Guichuang medical apparatus Co., Ltd. (later renamed "Guichuang Tongqiao") through the recruitment activity "Overseas Students Zhejiang Tour" of the Yangtze River Delta Research Institute, dedicated to the innovation of peripheral and neurovascular intervention and implantation medical apparatus research and development, manufacturing and sales services.

　　In the early stage of entrepreneurship, the Yangtze River Delta Research Institute hired Zhao Zhong as a part-time researcher of the research institute, helped him recruit troops, sent commissioners to "one-on-one" to guide Zhao Zhong’s entrepreneurship, and assisted him in applying for and receiving the title of national talent to obtain certain scientific research funds for technical research; in the "bottleneck period" of enterprise entrepreneurship, the Yangtze River Delta Research Institute coordinated investment institutions to help him raise funds, and assisted the Provincial Department of Science and Technology to establish a project "Provincial Key Enterprise Research Institute of Vascular Medical Apparatus" to provide special project funding support…

　　Today, Guichuang Tongqiao has developed more than 50 high-end medical apparatus with independent intellectual property rights in the field of peripheral and neurovascular intervention to fill the gaps at home and abroad, and will be listed on the Hong Kong Stock Exchange in 2021. Like Guichuang Tongqiao, there are more than 50 companies that have cultivated unicorns or quasi-unicorns, specialized and innovative, and provincial major industrialization projects through the "investment + incubation" model of the Yangtze River Delta Research Institute.

　　- "One hospital, one garden, one fund", chain thinking builds a complete industrial ecology.

　　Not only does it focus on individual innovation projects and enterprises, but the Yangtze River Delta Research Institute also builds an industrial ecosystem in a chain by fully integrating the superior resources of the government, universities, and R & D institutions.

　　"One Hospital" refers to the establishment of professional research institutes relying on the scientific and technological and talent advantages of Tsinghua University and the Yangtze River Delta Research Institute to gather high-end talents for key common technology research; "One Park" refers to the establishment of industrial parks that integrate local industrial and environmental advantages to create gathering space for promoting the industrialization of innovative achievements; "One Fund" refers to the full mobilization of social resources to establish specialized funds to smooth financing channels for raising effective social investment.

　　Through this model, the Yangtze River Delta Research Institute has established professional research institutions such as Advanced Storage Research Institute, Flexible Electronics Research Institute, Wuzhen Laboratory, Xiangfu Laboratory, etc., effectively breaking down the barriers of technology, market, capital, and talent circulation, and promoting a number of leading technologies from the laboratory to the market quickly, forming a good demonstration effect.

　　Taking the Advanced Storage Research Institute as an example, during the construction process, the Yangtze River Delta Research Institute, together with the School of Integrated Circuits, the Department of Computer Science and Technology, and the Department of Automation of Tsinghua University, established an advanced storage research institute, namely "One Institute", to carry out research in key equipment, core operating systems and other fields; in Jiaxing 5G Wisdom Valley, Zhejiang, where the Advanced Storage Research Institute is located, or "One Garden", the upstream and downstream enterprises around the memory chip layout provide industrial chain support for the research institute’s achievements; and then the wholly-owned subsidiary of the Yangtze River Delta Research Institute, Zhejiang Zhejiang Hua Investment Co., Ltd. and local government departments cooperate to establish the "Shanhai Collaboration Fund" to provide support for the industrialization of scientific and technological achievements, namely "One Fund".

　　According to industry analysts, the Yangtze River Delta Research Institute’s market-oriented and industrial demand-oriented industry-university-research full-chain cooperation model fully mobilizes the participation of innovative entities such as enterprises, scientific research institutes and universities, and explores the formation of a government-supported, university-based, application-oriented scientific research work as the foundation, to meet market demand as the foothold, Financial Institution Group and intermediaries fully participate and cooperate to promote the aggregation and participation of innovative elements such as industrial chain, innovation chain, and capital chain, forming a virtuous and circular teaching, scientific research, and industrial integration innovation mechanism.

New energy vehicle manufacturing and welding line at the New Energy Vehicle R & D Center of Zhejiang Tsinghua Yangtze River Delta Research Institute (photo taken in June 2021). Photo courtesy of Zhejiang Tsinghua Yangtze River Delta Research Institute

　　Deploy innovation chains around the industrial chain

　　To enable scientific research and innovation resources to better serve the industry and enable the transformation of innovative achievements, a key measure is to bring scientific research closer to industrial demand and deploy an innovation chain around the industrial chain.

　　In recent years, the Yangtze River Delta Research Institute has deepened innovation and transformation cooperation in key industries and regional characteristic industries, promoted the transformation of innovative achievements into real industrial activities, implemented new growth points and value creation, and enhanced regional innovation capabilities and economic vitality.

　　- "Ten Hundred Thousand Projects" to help enterprises tackle key technologies.

　　In order to strengthen industry-university-research cooperation with central enterprises, industry leaders and scientific research institutes, and better serve enterprises to play the role of "question makers" and "marking people", in recent years, the Yangtze River Delta Research Institute has implemented the "Ten Hundred Thousand Project", planning to carry out strategic cooperation with more than 10 central enterprises, carry out key core technology research with more than 100 local leading enterprises, and provide scientific and technological services to more than 1,000 small and medium-sized enterprises. At present, this project has solved more than 100 core technical problems in the industry, 12 of which have reached the international leading level, and 6 technologies have broken the blockade of foreign technology.

　　For example, the Hydrogen Materials and Engineering Research Center of the Yangtze River Delta Research Institute has joined forces with large central enterprises such as China National Offshore Oil Corporation and China Three Gorges Corporation to carry out core technology research in the fields of large-size ultra-thin alloy bipolar plates and proton exchange membranes. The output of green hydrogen per megawatt-hour has reached the international leading level, and has jointly built hydrogen energy comprehensive utilization demonstration bases with Ordos, Karamay and other places.

　　From a company’s demand, to the development and application of a series of technologies, to the successful listing of a product… In Huang Kaisheng’s opinion, the demand innovation-driven theory and technological innovation, the "Ten Hundred Thousand Projects" reflects the role of enterprises as the main body of innovation, and is also a vivid practice of the Yangtze River Delta Research Institute to build an innovation chain around the industrial chain to serve market demand.

　　"The’Ten Hundred Thousand Thousand Project ‘can further integrate and optimize the advantageous resources of all parties involved in the production, education and research, build a collaborative innovation development system, weave a dense regional innovation network, and integrate science and technology with the economy." Huang Kaisheng said.

　　- "Deep Roots Plan" to empower the construction of county science and technology innovation system.

　　Focusing on the development goals of in-depth participation and service in the construction of regional innovation systems, and promoting the deep integration of science and technology with the local economy, Jiaxing City and the Yangtze River Delta Research Institute have proposed the idea of implementing the "Deep Roots and Institutes Cooperation, Building Innovation Jiaxing Action Plan" (hereinafter referred to as the "Deep Roots Plan"). The Yangtze River Delta Research Institute will give full play to the platform advantages of its own new innovation carrier, focus on the advantageous industries and key industries of each county (city, district), establish a science and technology innovation platform, and create a "1 + N" county-level science and technology innovation service system.

　　Yang Xiangdong said, "’1′ refers to scientific research, ‘N’ refers to a full range of science and technology innovation services. The Yangtze River Delta Research Institute hopes to deeply connect the innovation resources of the Yangtze River Delta Research Institute with industrial innovation through the’Deep Roots Plan ‘, comprehensively empower industrial development, and gradually form a standardized and replicable process for the transformation of innovative achievements."

　　Located in Tongxiang, Jiaxing, Zhejiang, Wuzhen Laboratory (Tongxiang Innovation Center of Yangtze River Delta Research Institute) is a typical example of this.

　　Tongxiang City, an important glass fiber production base in the world. In recent years, Tongxiang has actively created a full-chain development pattern of characteristic new materials represented by high-performance power battery materials, glass fiber and composite materials, differential and high-performance chemical fibers. In 2022, the total output value of Tongxiang’s glass fiber and composite materials industrial cluster exceeded 30 billion yuan.

　　Wang Genliang, vice president of the Yangtze River Delta Research Institute, said that around the development needs of Tongxiang’s leading industries, Wuzhen Laboratory focuses on the direction of cutting-edge materials, builds a R & D innovation system covering the city with a "one-district, multi-park" layout, and promotes the extension of Tongxiang’s cutting-edge materials industry chain, the transformation and upgrading of traditional advantageous industries, the introduction of high-level talents, and the cultivation of local industrial talents.

　　Up to now, Wuzhen Laboratory has accumulated more than 40 transformation and cultivation projects, with a total planned investment of over 2 billion yuan, and an annual output value of over 2.50 billion yuan after delivery. Among them, 31 of the projects that have been landed have been awarded Tongxiang City-level talent projects, and 35 "three new" projects such as new energy, new manufacturing, and new materials have been developed around Tongxiang City, accounting for nearly 90%.

　　Through the "Deep Roots Plan", the Yangtze River Delta Research Institute has cooperated with Jiaxing’s five counties (cities) and two districts to build 11 science and technology innovation platforms and innovation centers, including the Yangtze River Delta (Jiaxing) branch of the China Institute of Standardization and Wuzhen Laboratory. Relying on the platform, it has introduced 6 academicians, applied for 45 national and provincial talents, and attracted more than 150 science and technology innovation projects, forming a global innovation pattern with emphasis and unified coordination with Jiaxing’s counties (cities and districts).

　　From "provincial-school cooperation bridge" to "comprehensive innovation platform", from "science and technology cooperation" to "resource agglomeration", from "deep cultivation Jiaxing" to "radiating the Yangtze River Delta and looking at the world", since its establishment 20 years ago, the Yangtze River Delta Research Institute has always kept in mind the instructions of the supreme leader of the general secretary, facing the national strategy and serving the market demand, with the goal of building a new innovation carrier with advanced level, constantly self-iterating, and making greater contributions to promoting the construction of the regional innovation system.

　　"At a new starting point, the Yangtze River Delta Research Institute will focus on focusing on national strategic needs and stimulating innovation vitality, explore new mechanisms for development, deepen innovation cooperation, and contribute more wisdom to the high-quality development of the Yangtze River Delta," Huang Kaisheng said.

　　??(Outlook, Issue 52, 2023)

　　In the past six months, Meituan has rebuilt its offensive and defensive systems, and has also entered a new narrative stage: its core local business has achieved steady development, and at the same time, the synergy effect between various businesses has begun to emerge, driving the first quarter’s performance.

　　As more traffic players enter the local life field, Meituan is also constantly breaking through and seeking new breakthrough points. This quarter, Meituan went deep into the industry value chain, focusing more on building long-term competitiveness and improving user experience rather than market share while promoting the development of merchants. Behind this, Meituan is constantly improving supply and iterating products to meet consumers’ demand for product diversity, high quality and high cost performance.

　　With the adjustment of the organizational structure, Meituan has been optimized in terms of quality service, operational efficiency, and reshaping price power, which has also allowed Meituan to achieve good results in the first quarter. On June 6, Meituan released its first-quarter financial report, revenue was 73.28 billion, an increase of 25% year-on-year. The core local business contributed 54.63 billion revenue, an increase of 27.4% year-on-year, accounting for 74.5% of total revenue.

　　Revenue and profit both grew, implementing the "retail + technology" strategy

　　At a time when the competition in the local life track was becoming more intense, Meituan, who participated in the battle, walked more calmly in this quarter. Overall, Meituan achieved solid growth and handed over a financial report of both revenue and profit growth.

　　From the surface, Meituan seized the opportunity of consumption recovery in 2024, effectively grasping the rebound of the industry on the basis of the continuous and steady growth of China’s local commercial industry. But a closer look at the reasons behind it shows that the first quarter is a low season, and theoretically the Spring Festival holiday will reduce transactions, but the financial report data shows that Meituan’s stability in the basic market can cope with the cyclical fluctuations caused by seasonal consumer demand and reduce the impact on performance.

　　Data show that in the first quarter of 2024, Meituan’s total revenue increased by 25% year-on-year to RMB 73.30 billion. Adjusted net profit increased by 36.4% year-on-year to RMB 7.50 billion. Under the situation of double growth in revenue and profit, both beat market expectations, which also shows that Meituan’s basic market remains solid.

　　In terms of user scale and merchant scale, Meituan has accelerated growth for four consecutive quarters. In the first quarter, Meituan’s platform users and merchants both accelerated growth and hit a record high. Driven by this, the annual transaction user transaction frequency (ATU) has also steadily increased to more than 50 times, and high-frequency transactions also mean that users’ stickiness to Meituan has gradually strengthened.

　　In the first quarter, Meituan continued to focus on the "Retail + Technology" strategy, investing 5 billion yuan to deeply cultivate the Chinese consumer market and local service fields, and continued to promote the efficiency of the retail industry through technological innovation.

　　In fact, the second half of the Internet should be driven not only by user requests, but also by core technologies. In order to build a user-centric moat, Meituan has been continuously exploring in the field of technology since the announcement of the "Retail + Technology" strategy in 2021. Whether it is in hardware, software or AI exploration, it shows Meituan’s determination to improve operational efficiency and optimize user experience.

　　"As a beneficiary of the growth of the industry, Meituan will continue to firmly fulfill the mission of’helping everyone eat better and live better ‘, actively lead the digital transformation and upgrading of the retail industry, and believe that in the future, there will be more synergy effects between various businesses, and continue to create greater value for all industry participants."

　　Core local business seeks innovation while maintaining stability, and business synergies amplify the effect

　　Driven by digitalization, Meituan’s core local business revenue increased by 27% year-on-year to 54.60 billion yuan, a figure that not only broke a historical record, but also demonstrated the strength of Meituan’s core moat.

　　In this wave of growth, Meituan’s takeaway business has contributed to it, continuing to maintain high-quality growth. Annual active users have increased to nearly 500 million, and the transaction frequency of medium and high-frequency users has further increased year-on-year. This huge user base has provided more impetus for Meituan, and the number of instant delivery orders on the platform has increased by 28% year-on-year to 5.46 billion in the quarter.

　　It is worth noting that the concept of "everything at home" that can be bought in anything has been continuously proven in Meituan’s performance in recent quarters. Under the rapid development, more and more food delivery users have been converted into Meituan flash sale users. In the first quarter, Meituan flash sale had an average daily order volume of 8.40 million, and the number of annual active users and transaction frequency achieved a high year-on-year growth.

　　In addition, in the first quarter, offline consumer demand continued to be strong, and Meituan’s wine and hospitality business also achieved solid growth. GTV grew by more than 60% year-on-year, and the number of annual transaction users increased by more than 37% year-on-year. The number of transaction users, merchants, and annual active merchants all hit record highs.

　　Behind the solid development of core local business is a series of adjustments made by Meituan at the beginning of this year. For example, one core adjustment is that the in-store and in-home business are no longer distinct and belong to the core local business sector. Wang Puzhong, senior vice-president of Meituan, is responsible for it.

　　Similar adjustments have promoted the synergy effect between various businesses. Taking the close bundling of home-to-home and in-store businesses as an example, diverting the huge traffic of home-to-home high frequency and high stickiness to the in-store business can motivate users to use the in-store wine and hotel business more frequently. From mid-May, Meituan membership benefits have been further expanded, expanding from the previous retail to in-store, hotel and travel businesses.

　　This means that users can be effectively promoted to achieve more cross-consumption, promoting the conversion of users from one business to another.

　　This program is an upgrade and innovation based on the instant delivery membership program that Meituan has accumulated over the past few years. Through the expansion of membership rights, Meituan will also strengthen cooperation with merchants in order to integrate and provide more products and services, including a large number of discounts. It is foreseeable that Meituan will improve future revenue growth and profitability through more synergy effects.

　　Mr. Wang said that all core local business departments would work together in this direction in the future to explore new approaches and create synergies. But he also stressed that "it is too early to talk about these". Meituan was still in the process of restructuring its organisation to better support and integrate core local business sectors, he said.

　　In the second half of local life, cost-effectiveness is a key word

　　According to iResearch data, the size of the local living market is expected to grow to 35.30 trillion yuan in 2025. QuestMobile report shows that the local living comprehensive service industry has a network penetration rate of 38.4% in April 2023. Overall, the local living market is a relatively high-frequency and stable consumption scene, and it is one of the few tracks where there is still a large growth space.

　　Looking around, local life has become a battleground for Internet Tech Giants. At a time when the competition in the local life track is heating up, multiple platforms have entered the local life track strongly. It is not difficult to find that in the second half of the Internet, many platforms have begun to use content as the carrier and low prices as the driving force, trying to break through in the track.

　　As a technology retail enterprise rooted in the local consumer sector, Meituan also responds to the evolution of consumer demand, actively adjusts business strategies, continuously iterates, improves products, increases marketing and supply, and provides consumers with more cost-effective choices. Layout around low-cost takeaway group buying is the direction Meituan has found after hundreds of battles. From the financial report, this area includes "good meal", "god hot" and "brand satellite store".

　　From 2020, Meituan began to pilot the business of Pin Haofan, which involves multiple people buying low-priced takeaway food. Originally positioned as a low-priced takeaway product for the lower-tier market, Pin Haofan has now entered most markets in the country, including first- and second-tier cities. By the first quarter of this year, the peak daily order volume of "Pin Haofan" reached a new high.

　　"God Snatch" was hatched by Meituan from the home scene, and penetrated low prices into all Meituan order scenes in the form of coupons in the live stream and at the independent entrance. It strengthens marketing solutions for merchants, and also conducts marketing activities on holidays to further stimulate consumer demand, thereby helping merchants acquire customers more efficiently.

　　In addition, Meituan launched a "brand satellite store" for well-known chain restaurant brands. In this model, merchants do not provide dine-in food, but only provide high-quality and cost-effective food delivery services, allowing merchants to operate at a more streamlined cost and provide consumers with lower prices under the premise of ensuring homogeneity. In the first quarter, Meituan brand satellite stores launched a 10,000-store rebate plan to help merchants and further enrich high-quality supply. As of the end of May this year, 45 brands have opened more than 560 brand satellite stores.

　　While seizing market opportunities, Meituan also actively innovates marketing methods to meet the diverse needs of consumers. Holiday consumption, family dinners, etc. have become the focus of the following scenarios. Through innovative means such as live broadcast and () joint promotion, Meituan not only meets the needs of local residents, but also covers the needs of tourists and returnees to find local stores and discounts, further deepening consumers’ mentality for Meituan to provide cost-effective supplies.

　　At present, "low price" has become the main theme of the Internet. In this context, Meituan’s excellent report card in the first quarter is not accidental, but the inevitable result of "retail + technology" long-term deep cultivation of the local life service market, insisting on user request-oriented, low price-oriented, and continuous integration of scenarios for innovation. In the future, Meituan will explore how to achieve better business synergy effect when expanding its basic market competitive advantage, which will also bring more imagination to Meituan.

As we all know, Volvo, as a world-famous luxury car brand, has always been the best spokesman for "car safety", and its logo is often ridiculed as a "seat belt" logo.

Perhaps in order to change the stereotype of netizens, Volvo updated the latest logo design on global social media on September 24th. The new logo adopts minimalist style, changing from 3D to 2D, which no longer highlights the three-dimensional sense, but adopts a large number of simplified thick line designs, and at the same time removes the blue background of VOLVO in the middle, making it more concise and flat, in line with the current trend.

It is reported that the brand new logo will not be launched immediately, but Volvo announced that it will use all the new logos in its passenger cars, trucks, commercial vehicles and other models in 2023.

Let’s get down to business. In fact, Volvo officials have never admitted that there is a seat belt design element in the logo, which is just the wishful thinking of netizens. But then again, why did Volvo suddenly change its new logo?

It’s nothing new for car companies to change their logos. In recent years, world-famous car companies such as BMW, Volkswagen, Nissan and Kia have updated their logos one after another, so it’s a recent trend for car companies to change their logos. Everyone has changed their logos, and Volvo will naturally join in, otherwise it will be unsociable, right?

Of course, the logo has an extremely important symbolic significance for car companies, which is their soul and contains the concept and spirit of the whole brand. Therefore, it must not be regarded as a child’s play. Why did the tide of car companies changing logos rise in recent years?

First of all, in this rapidly changing era, car companies have to keep pace with the times. The purpose of replacing the new car logo is to better meet the current aesthetic trend and facilitate the publicity work of the brand in the later period. If a brand logo is not changed for decades, it will give people a stereotype of being too conservative and not in line with the development of the times. Therefore, before entering the era of new energy vehicles, BMW, Volkswagen, Nissan and other car companies have launched brand-new logo to show their transformation determination to the world.

Secondly, the launch of the new logo also means a makeover for some brands, such as Baojun, which we are familiar with. Once upon a time, the models of Baojun brand captured many consumers who pursued cost performance with relatively low prices, but it also left the stereotype of "cheap domestic cars" to the general public. Therefore, Baojun changed its name to "Xinbaojun" in 2019, and replaced the brand-new diamond logo by the way, which improved the previous negative image to a certain extent, and the current road of high-end brand has also gone very well.

Through the above two examples, we can know that the reason for Volvo’s bid change obviously belongs to the first one. By enabling the new logo, we can show the new look of Volvo cars facing the pure electric era. After all, the cash logo was first put into use in 2000, and it has been more than 20 years since then. The 3D stereoscopic effect and complex color application were really good from the aesthetic point of view of that year, but after entering 2021, especially the flattening trend of logos of other car companies, Volvo’s cash logo also looks very old-fashioned.

Of course, in addition to this bid change, Volvo has been acting frequently recently. According to European media reports, Geely Holding Group, the largest shareholder of Volvo Cars, is in-depth communication with banks, and wants to start the listing plan of Volvo Cars, and plans to list in Stockholm, Sweden. At present, the listing valuation is about 20 billion US dollars. If Volvo is listed successfully, it will become the largest IPO project in Europe this year.

Write it at the end

At present, Volvo has made it clear that it will be fully transformed into a pure electric luxury car enterprise in 2030, but it needs a lot of money to solve the product research and development gap in the future. Therefore, if it is listed successfully this time, it will promote Volvo to better embark on the road of pure electrification. Therefore, this bid change is just a small fight for Volvo. This year, its biggest move is still the listing plan. I hope this brand-new logo can bring good luck to Volvo.

　　According to the data of "China TV market brand shipment monthly express" published by RUNTO,In February, 2024, the shipment of brand complete machines in China TV market reached 1.77 million units, a sharp drop of 26.6% year-on-year and 57.8% quarter-on-quarter.. After January’s shipments exceeded any month of last year, February’s shipments also reached the lowest level in the past 13 months.

　　Excluding the influence of the dislocation of the Spring Festival in two years, the cumulative shipment in January and February 2024 was 5.96 million units, an increase of 3.1% over the same period in 2023.

　　Monthly trend of brand shipment in China TV market for 13 consecutive months

　　Data source: RUNTO, unit: 10,000 units,%

　　At the same time, it is noted that February last year was the off-season after the Spring Festival. Although February this year was the Spring Festival month, the sales volume in the whole month still showed a certain growth year-on-year driven by the doubling of sales volume in the week before the Spring Festival. The retail volume in the first two months of this year has increased year-on-year, which may be a signal of sales recovery.

　　According to the online monitoring data of RUNTO, in January and February, 2024, the cumulative retail volume of online public retail channels (excluding content e-commerce companies such as Jikuai) in China TV market increased by more than 10% compared with the same period of last year, and the retail volume increased by more than 40%, with an average price of about 2,810 yuan, a year-on-year increase of 27% and an average size of 66 inches.

　　Under the shipping caliber, in February 2024, the total shipments of the top seven traditional major brands in China TV market, namely Hisense, Xiaomi, TCL, Skyworth, Changhong, Konka, Haier and their sub-brands, were about 1.65 million units, down 25.9% year-on-year and 57.9% month-on-month, and the combined market share was as high as 92.9%.

　　From January to February, the total shipments of the seven major brands were about 5.56 million units, an increase of 4.2% over the same period in 2023, and the growth rate was higher than that of the broader market.

　　Brand performance of the first camp

　　In terms of camps, the total shipment of TOP4 brand in the first camp (with an annual shipment of more than 6 million units) reached 1.41 million units in February, down 24.6% year-on-year, which was less than the market.

　　Xiaomi (including Redmi) shipped nearly 400,000 units in February, down about 30% year-on-year, and its market share reached 21.5%, down 1.7 percentage points month-on-month. The decline in market share was mainly due to the reduction of small-sized low-end products under the strategy of "emphasizing profits but neglecting scale".

　　Hisense, TCL and Skyworth (including sub-brands) shipped 1.03 million units in February, down 22.0% year-on-year, and the combined market accounted for 58.2%, up 3.3 percentage points from the previous month. The cumulative shipment in January and February was 3.33 million units, up by 14.2% compared with the same period of last year, and the combined market share increased by 5.4 percentage points.

　　Among them, Hisense (including sub-brand Vidda) and TCL (including sub-brand Thunderbird) shipped between 350,000 and 390,000 units in February. The shipment of Skyworth (including its sub-brand cool open) is about 290,000 units.

　　Brand performance of the second camp

　　The combined shipments of Changhong, Konka and Haier in the second camp (with an annual shipment of more than 1 million units) in February were about 240,000 units, down 32.9% year-on-year, and the total volume was not as good as that of the single brand in the first camp.

　　In addition, the total monthly shipments of the three brands decreased by about 30% year-on-year, and the combined market share was 13.3%, down 2.0 percentage points from the previous month. However, its cumulative shipments in January and February also increased compared with the same period of last year, reaching 880,000 units, with an increase of 0.8%.

　　Huawei’s shipments are still only tens of thousands, down about 20% year-on-year. At present, Huawei’s strategy mainly focuses on middle and high-end products. Although the scale has not started, the profit has improved.

　　Other brand performance

　　The four major foreign brands Sony, Samsung, Sharp and Philips shipped less than 100,000 units in February, down about 40% year-on-year.

　　It is worth noting that according to the industrial chain information, Samsung Electronics will use both the QD-OLED displayed by Samsung and the W-OLED panel displayed by LG in this year’s flagship product S90D OLED TV.

　　summarize

　　At the beginning of 2024, China’s economy continued to expand, but the growth rate slowed down year-on-year, and real estate sales also weakened. The government set the economic growth target for 2024 at around 5% again, and predicted that the final growth rate may also slow down to the benchmark of 4.6%, mainly due to the low cardinal utility fading and the continuous downward trend of the real estate market.

　　Under this economic background, the performance of China TV market shipments in the first two months of the new year was acceptable, at least it was a signal of recovery growth.The two major driving forces of China TV market in 2024 will be the big-screen promotion of sports in the New Year and the "trade-in of consumer goods".In view of the latter, subsidies may be borne by local governments instead of central finance, and the low energy efficiency of TV sets and high retention rate may be three hidden disadvantages.

　　Related reading:

　　Luotu Technology: The retail volume of smart devices in China’s living room is basically on the rise.

　　In 2023, the laser projection market increased by nearly 30%, and households accounted for nearly 70%.

　　Hong Kong Kowloon: A Shopping Walk Guide

　　Hong Kong is blessed with a reputation as a shopping paradise.

　　Almost everything that is developing in the world can be found here, and because of its traditional free trade port and duty-free policy, all goods can not only be sold at the first time, but also the prices are much cheaper than those in other places. When you come to Hong Kong, a shopping paradise, you certainly can’t miss this wonderful shopping trip!

　　Introduction: Although many shopping malls have started to open at 10 o’clock, most shops in Hong Kong will not open until after 11 o’clock, so it is not necessary to go too early.

　　APM Shopping Mall: The name of APM Shopping Mall is to integrate AM (morning) and PM (afternoon), which echoes the concept of leisure at night advocated by shopping malls. The design of APM shopping mall is novel, inspired by lanterns, using brand-new architectural technology to create a visual effect of floating in the air, and the lighting changes according to different floors, leading tourists into an ultra-modern sensory world; The shopping mall adopts the design of X-site in architectural design, and X-site represents X Generation Site and surprise.

　　Introduction: APM is a newly opened shopping mall in Hong Kong, which has collected many delicious foods from various countries. In addition, the innovative and avant-garde decoration design of the shopping mall makes it a good choice to have lunch here.

　　Because APM is located on the subway roof, it is convenient to take the subway to Telford Square in Kowloon Bay.

　　Telford Plaza: With the rapid development of East Kowloon, in order to alleviate the traffic congestion at Telford Garden Interchange and meet the keen demand of tourists for high-quality shopping malls in East Kowloon, the MTR Corporation and New World Development Co., Ltd. jointly developed Telford Plaza. Telford Square is tastefully decorated, with intimate colors, harmonious and pleasing to the eye. The first phase is based on the golden sun, the second phase is full of natural light, and the two phases are designed as a whole, which is a leisurely shopping space.

　　Because Telford Square is located on the subway roof, it is convenient to take the subway to Hollywood Square in Diamond Hill.

　　Hollywood Plaza: The shopping mall has a large space and a bright environment. The shopping mall on the third floor combines more than 220 famous Chinese and western shops, restaurants and large cinemas, making it a hot spot for tourists to shop. Star Square will hold various exhibitions regularly to add infinite fun to tourists.

　　Introduction: Shopping malls often hold various exhibitions, so you can pay attention to the notices in the venue, and maybe you can meet popular stars to perform!

　　As Hollywood Plaza is located on the subway roof, it is convenient to take the subway to Festival Walk in Kowloon Tong.

　　Festival Walk: The only intersection of the subway and the Kowloon-Canton Railway in Hong Kong, with the extensive transportation network, it is convenient and fast to travel between China and Hong Kong or across Hong Kong, Kowloon and the New Territories. It is a new shopping destination in Kowloon. Shopping malls are full of prestigious shops, ranging from fashion clothes, home products, cosmetics to beauty and skin care.

　　Introduction: A major feature of Festival Walk is its unique design. The space in the shopping mall is particularly large, which will not give people a cramped feeling. However, if you don’t want to spend too much time going back and forth in the escalator, you can look for a hidden elevator, which can also save a lot of shopping time.

　　As Festival Walk is located on the subway roof, it is convenient to take the subway to the New Century Plaza in Mong Kok.

　　New Century Plaza: The design of the shopping mall is very thoughtful, and there are large-scale TV screens hanging from smallpox, which have attracted many tourists since its opening.

　　There are Japanese boutiques where adults and children like to hang out. Besides diversified famous shops and restaurants, the shopping mall also has a variety of leisure and entertainment facilities.

　　Introduction: If you want to buy electronic digital products, you can leave here earlier and go to the nearby Xianda Square and Xiyangcai Street first, where the styles will be newer and more complete.

　　Walk out of Mong Kok Railway Station of Kowloon Canton Railway from New Century Plaza, and walk straight along the overpass. It takes 5 minutes to enter Mong Kok shopping area.

　　Mong Kok Computer Center: Mong Kok Computer Center is located in the most densely populated area in Mong Kok. All newly baked digital products can be found here in the first time, and the transportation is convenient, extending in all directions. It is an inevitable choice for purchasing computer digital products.

　　Prince’s Mansion: The Prince’s Mansion is located in Central, the most prosperous business district in Hong Kong, overlooking the Star Ferry Pier in Central. Although the number of shops in the shopping mall is small, it is better than the gathering of famous shops, all of which are first-class international famous brands. In addition to having a certain understanding of famous brands, it is of course more essential for tourists to have enough ammunition when shopping here!

　　Landmark Plaza: Landmark Plaza and Tsim Sha Tsui Peninsula Hotel, also known as famous shops in Hong Kong, are clusters of global famous brands. Since Shafinigao entered and opened the first flagship store in Asia, Landmark Plaza has become more famous internationally and has become a must-see for many domestic tourists when they come to Hong Kong. The design concept of Shafinigao Hong Kong Store is Britain in the eyes of foreigners, with eclectic brands, gorgeous window design and humorous expressions from the British. When you walk into the Shafinigao department store, it’s like entering an English garden, full of psychedelic patterns and popular colors, a space different from the traditional retail department store. The most eye-catching design of Shafinigao is the wall design of each floor with different shopping themes, and the large pattern seems to convey some private information.

　　Marks & Spencer: Marks & Spencer is a British department store with branches in Britain and many countries, including Hong Kong. Marks & Spencer mainly sells clothes and food, and also sells household goods in Britain. In the 20th century, Marks & Spencer was once the largest retailer in Britain and one of the representative enterprises in Britain. Marks & Spencer aims to provide quality goods at reasonable prices. Up to 80% of the goods sold by Marks & Spencer belong to its own brand "Shengmigao", which can greatly reduce its cost, easily control the quality of goods and improve its profitability.

　　Yuhua domestic products: Yuhua domestic products is one of the large retail department stores in Hong Kong, with large department stores in Hong Kong and Singapore. In addition to department stores, Yuhua also operates Chinese patent medicine chain stores, which are located in prosperous shopping areas in Hong Kong, Kowloon and the New Territories, close to subway stations and railway stations, with convenient transportation. For decades, we have been serving local and overseas Chinese with the principle of operating high-quality and diversified domestic products.

　　Lan Kwai Fong: Lan Kwai Fong is the most famous bar street in Hong Kong, with more than 50 bars in various food markets. Central is the most important economic and financial center in Hong Kong. There are many large-scale foreign businessmen, multinational corporations, government headquarters and well-known law offices, and elites who promote Hong Kong’s economy are gathered. If you want to experience their excellent style after work, you must go into Lan Kwai Fong to find out! In case of seasonal festivals such as New Year’s Eve and Christmas, Hong Kong people will certainly not miss the opportunity to have fun. Lan Kwai Fong will hold street carnivals regularly, with game stalls, competitions and entertainment performances, and everyone will flock to the streets to count down together to meet the critical moment, which will make the atmosphere even higher!

Editor: Xu Guimei

　　The platform skiing competition of Beijing Winter Olympics was held in the National Platform Skiing Center from February 5 to 14, and produced five gold medals, involving men’s individual platform, men’s individual platform, men’s team, women’s individual platform and newly added mixed groups. The National Ski-jumping Center is the first ski-jumping venue in China that meets international standards. Its architectural inspiration comes from the traditional auspicious ornament "Ruyi" in China, so it is also called "Snow Ruyi".

　　Platform skiing originated in Norway, and it is called "Brave Game", which is a kind of snow sports event with double boards as tools to compete for flying distance and action posture. Since the first Winter Olympics in 1924, ski jumping has been an official event. At the Innsbruck Winter Olympics in 1964, ski jumping was clearly divided into standard platform and big platform, but it was not until the Sochi Winter Olympics in 2014 that female athletes were allowed to participate in the standard platform competition.

　　Unlike racing sports, which like "downwind", platform skiers prefer "headwind". In the case of headwind, the airflow will "lift" the athlete’s body, thus delaying the descent speed and increasing the flight distance. From the traditional jumping with straight body or slightly bent legs at first, to the modern jumping with the trunk leaning forward and arms extending forward, and now to the V-shaped gliding with the body as parallel as possible to the snowboard and the arms attached to the side, coupled with the improvement of equipment performance supported by new technology, platform skiers can constantly challenge the limit and surpass themselves.

　　It should be pointed out that due to the differences in natural conditions such as temperature, wind speed, wind direction and visibility, as well as the differences in different ramp angles and the elevation angle of the take-off end, the ski jumping events can only judge the best results according to the athletes’ competitive conditions under the specific weather and venue conditions on the day of the competition, and cannot be compared horizontally with the results at other times or other venues, so there is no world record. Judging from the flying distance, the best result of ski jumping has exceeded 250 meters.

　　Ski jumping started late in China. In the 2006 Winter Olympics in Turin, the China sports delegation sent a team to participate in ski jumping for the first time. In PyeongChang Winter Olympics in 2018, Chang Xinyue became the first female platform skier from China to break into the Winter Olympics. In this Winter Olympics, China successfully achieved the simultaneous participation of men’s and women’s events. Although there is still a gap in absolute strength compared with the high-level athletes of this project, as the inspirational film Eddie the Eagle said: "The important thing in the Olympic Games is not only victory, but also participation; The meaning of life lies not in triumph, but in struggle. " Maybe it’s hard for China platform skiers to win medals in this Winter Olympics, but the brave jump on "Good Snow" is bound to be a memorable moment in the history of China’s snow project in the Winter Olympics.

　　(This article Source: The author of Economic Daily is Bai Yufei, a professor at Beijing Sport University)

Source: Global Times

[Special correspondent of Global Times in Germany, Aoki, Special correspondent of Global Times, Li Jiayin] "This victory has eliminated some haze of the host of the 2024 European Championship." The Associated Press commented on the recent victory of the German men’s soccer team. On the 12th, the German team defeated the French team 2-1 in a friendly match, and goalkeeper Andrei Ter stegen said: "Now is the most difficult day for the team. We have proved that we can turn things around through victory. This victory has given us confidence." The "hardship" in stegen’s mouth not only refers to the fact that the team just lost its head coach, but also is an evaluation of the German football environment. "A victory and a tragedy were staged at the same time-the German national basketball team won the World Cup, and this achievement was sensational enough. But on the other hand, German men’s football coach Hans fleek left after being defeated by the Japanese team. " The evaluation of German "Daily Mirror" represents the views of mainstream German media, which has aroused public concern about the different fates of Germany’s "two big balls".

"Unbelievable shame"

The decision to fire fleek was widely welcomed, but the timing of the announcement by the German Football Association angered many people. According to the US "TA" website, German sports have recently gained a series of disappointing achievements-German men’s and women’s soccer teams failed to qualify for the World Cup group stage, and German track and field athletes failed to win medals at the Budapest World Championships. Against this background, the sensational victory of the men’s basketball team gave the German sports world a breathing space. However, the German Football Association also announced fleek’s class. Sports reporter Weinreich said: "For the German Football Association, this operation is an incredible shame. They should have announced it before the men’s basketball World Cup final, instead of distracting everyone when they celebrated winning the championship." Similar views are widely spread in the German public opinion field.

German men’s football coach Hans fleek, data map

As the host of the 2024 European Championship, German football is under great pressure. According to the website of Bavarian Football Factory in Germany, before the match against France, Gundogan admitted at a press conference that after learning that fleek was fired, the German team was in a mixed mood of sadness, frustration and disappointment. Fleek is always focused, active and energetic. Unfortunately, the German team failed to turn the advantages of the head coach into advantages. From the paper strength, Germany has a large number of outstanding talents, and most of the players play in the Champions League club. However, the team has never been able to solve the lineup problem-there is no suitable right striker and the defense line has been adjusted.

Constant adjustment and tossing became the "fuse" of fleek’s class. Fleek was successful in Bayern Munich. The formation of the team was very solid, and the best players were fixed in each position. Fleek made great efforts to establish effective communication with all the players and cultivate a united team culture together, so Bayern can keep winning. However, since he took over the German men’s soccer team, fleek’s working style has completely changed. He always seems to change his formation, adjust his tactics and try to use different players, making everything too complicated and the result is very bad.

"German virtue" was abandoned

After the failure of the FIFA World Cup Qatar 2022 group match in 2022, the German Kicker claimed that the failure of German football originated from all levels, from the Football Association to the head coach. "Deutsche Welle" website said that the German team has no real center, and the number of people in the defense line changes frequently. fleek’s coaching has been criticized by many people. Reporter Jonathan Harding even said that the German team is no longer an elite team. In his view, the head coach is responsible for the failure of the German team, but the structure of German football, especially the youth training, is even more fatal.

The German Football Association has caused a heated debate on the reform of youth football. In order to stimulate the interest of primary school students in playing football, the German Football Association introduced a new standard of relative points in primary school. Little players don’t need to pay too much attention to goals and victories, but emphasize personal development. Hans Joachim Watzck, vice chairman of the German Football Association and CEO of Dortmund Club, expressed clear opposition to this: "If you don’t try to fail at the age of eight or nine, you will never find the strength to win. The new youth training method is completely wrong, but these people are still discussing games without goals. " Matthias sammer, a former German international, said in an interview with Sü ddeutsche Zeitung: "German football has given up the traditional’ German virtue’, that is, players are strong and strive for victory with outstanding performance in the game."

The secret of victory of German men’s basketball team

Compared with the men’s soccer teams in fleek and Germany, the German men’s basketball team and its Canadian head coach Gordon Herbert have set a new benchmark. Matthaeus, a famous German football player, said: "Look at the unity of the German basketball team and their head coach with great personality. Herbert’s control over the team surprised me very much." The website "Deutsche Welle" said that the German men’s basketball team won the championship by defeating the United States in the semi-final and Serbia in the final, and achieved great achievements that were once unimaginable.

The last time the German men’s basketball team reached the semi-finals of the World Cup was back in 2002. After winning the silver medal in the European Championship in 2005, the German men’s basketball team fell into a trough. Fei Molin, a former German men’s basketball player, said: "In the past, teams in the Bundesliga always had foreign aid (mainly), which resulted in the loss of two generations of German players. Now, the club pays more attention to providing opportunities for young local players, which is one of the reasons why we now have an excellent national team. "

With youth training as a guarantee, the German men’s basketball team began to pay attention to the long-term and sustainable team building. In 2021, Herbert took office. Under his leadership, the German men’s basketball team won the bronze medal in the European Championship in 2022. Fei Molin said that the secret of the success of the German men’s basketball team is to give the coaches and players trust and keep the team continuous. Among the players who won the bronze medal in the European Championship with Herbert last year, nine have set foot on this year’s World Cup. Herbert believes: "Without commitment, you can’t achieve your goals. Everyone always talks about achieving your goals, but first and foremost, everyone needs dedication and sacrifice. All players have made such commitments."

In this Men’s Basketball World Cup, Schroeder became the deserved leader of the German team, and his role was similar to Nowitzki’s. If Schroeder is not in good shape, how will the German men’s basketball team respond? In the game against Latvia, Schroeder felt cold, and he admitted after the game that "this was his worst game." But the Wagner brothers, Oberster and Timan stepped forward to help the team get through.

Fei Molin said that this is our best national team. Based on the continuous growth of reserve talents, Fei Molin is no longer worried about the obvious decline of the German men’s basketball team in the future. However, it may be a good choice for the German men’s soccer team, which is in the "head coach’s empty window", to return to the first-team teams and emulate the German men’s basketball team.

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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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.