[Learning the New Era of the Nineteenth National Congress of the Communist Party of China] Gansu: beautiful countryside, the hometown of mountains and rivers, came to paint.

Daotang River in Huaqiao Village

Daotang River in Huaqiao Village

  Cctv news(Reporter Wang Xiaoying) Since ancient times, water towns in the south of the Yangtze River have carried people’s yearning for a beautiful countryside.

  Because of this, in Gansu, people always like to use "Jiangnan" to describe a place to show the greatest praise for the local ecological environment.

  Longnan and Shan Zhinan are the only areas in the Yangtze River valley in Gansu, and are known as "Longshang Jiangnan".

  From November 13th, the Network Information Office of Gansu Provincial Party Committee organized and planned in-depth study and implementation of the spirit of the 19th National Congress "New Era, New Weather, New Action" and "I Call for New Gansu" & mdash; — A large-scale interview group of Gansu online media went into Longnan to visit the construction of beautiful countryside.

  The construction of beautiful countryside here allows the elderly in the village to call; for it; Rural tourism is hot, explaining the alternative "relying on mountains to eat mountains and relying on water to eat water"; More importantly, in the construction of beautiful countryside, they also strive to keep a secret "other world".

  The countryside has changed a lot. The old man praised his hometown.

Huaqiao Village, a well-known post station on the ancient tea-horse road (photo by Ye Manshan)

Huaqiao Village, a well-known post station on the ancient tea-horse road (photo by Ye Manshan)

  In Fenghuang Valley Village, Kang County, for 86-year-old Grandma Wan, the farthest place she has been in this life is the nearby town, and Fenghuang Valley is almost the "whole" of her life circle.

  Her ears are a bit awkward, but she always likes to hold other people’s hands and repeatedly say that her hometown is getting better and better in dialect.

  The road is good, and the village is beautiful. People used to run outside, but now people in the city are running to the countryside. In the farmhouse run by my nephew, Grandma Wan saw guests from all over the world.

Grandma Wan, 86, from Fenghuang Valley Village.

Grandma Wan, 86, from Fenghuang Valley Village.

  Great changes have taken place in Dashuigou Village, Kang County. Regarding the past, they always like to say that "sunny days are covered with soil, rainy days are covered with mud." Grandma Liu said that the front of the house was originally a vegetable field, and people were walking in muddy ditches.

  Now the stinking ditch has become a clear stream, and the stone road next to it goes straight to the entrance of the village.

  At first, they didn’t expect that waves of tourists would come to the countryside to experience life, and it was always incredible to hear that others envied their lives.

  Nowadays, when they talk about the changes in their hometown, they always laugh.

  Respecting tradition and history makes the countryside more local.

Cable Bridge in Huaqiao Village

Cable Bridge in Huaqiao Village

  The construction of beautiful countryside is by no means a big demolition, but a respect for history and tradition, making the countryside more local.

  In Zhujiagou Village, Anmenkou Town, Kang County, the Zhujiagou Courtyard, which has a history of more than 200 years, has been renovated and attracted many tourists. Hou Caiying, 65, lives in her old house, and sometimes tells the history of the old house for tourists.

  In Dashuigou Village, you can still enjoy the colorful intangible cultural relics such as "overlord whip", sheepskin fan inspiration, suona performance, book singing and native pipa playing. In 2015, Dashuigou Village won the "Cultural Heritage Award" for the most beautiful village in China in 2015.

  Lijiashan Natural Village, Zhuangzi Village, Dabao Town has a paper-making tradition since ancient times, and the hand-made paper industry has a history of nearly 300 years. In order to better protect and inherit this ancient folk art, in the construction of beautiful countryside in Zhuangzi Village, the local hand-made paper-making heritage museum and folk culture museum were rebuilt, showing a complete set of hand-made paper-making technological processes, so that visitors can see at a glance and be fascinated.

Handmade Paper Heritage Museum in Zhuangzi Village

Handmade Paper Heritage Museum in Zhuangzi Village

  Developing industries to enrich the people and making hometown a "life paradise" with guaranteed life.

There are more people visiting Dashuigou, and the yellow wine brewed by Grandma Liu is very popular.

There are more people visiting Dashuigou, and the yellow wine brewed by Grandma Liu is very popular.

  Surrounded by green mountains and green waters, the village has become beautiful. Now, efforts are being made to develop a rich industry that can retain talented people, get rich people and remember homesickness.

  In Huaqiao Village, a tourist reception center and a country hotel have been built by attracting investment, including go on road trip RV campsite and more than a dozen homestays.

  Villager Xu Dehua transformed his house into a farmhouse inn, with less than 10 rooms, almost full every weekend, with an average monthly income of 10 thousand yuan. Nowadays, there are more and more people running homestays in the village.

  Here, we have explored and improved three modes of poverty alleviation: "Association+Enterprise+Poor Households", "Leading Enterprise+Industry+Poor Households" and "Branch+Association+Poor Households", and received a total of 480,000 tourists (times), achieving a comprehensive tourism income of more than 13.1 million yuan, driving the income of 680 poor households in the village and surrounding villages. In 2016, the per capita disposable income of farmers was 8,760 yuan.

  Fenghuang Valley Village has set up a rural tourism company to develop rural tourism and aquaculture. Villagers Guo Cuifang and Yang Xuemei, who rarely go out to work, found jobs at their doorsteps: transplanting Malanhua and earning money in 80 yuan every day.

  As for the future, Guo Cuifang said that if she had enough money, she would like to open a farmhouse.

Guo Cuifang (left) and Yang Xuemei who are transplanting Malanhua.

Guo Cuifang (left) and Yang Xuemei who are transplanting Malanhua.

  The deep integration of eco-tourism, rural tourism and accurate poverty alleviation, realizing the butterfly effect of the transformation from beautiful countryside construction to rural tourism, is promoting the rapid development of rural tourism.

  Beautiful countryside also has a secret "other world"

Millennium Bodhi Tree in Huaqiao Village

Millennium Bodhi Tree in Huaqiao Village

  Under the Millennium Bodhi tree in Huaqiao Village, there is a red ribbon tied with people praying for a happy marriage.

  The Millennium willow tree in Zhujiagou Village has become a witness to the development history of Kang County.

  Under the sister ginkgo tree in Dashuigou Village, rich intangible cultural remains are staged here … …

  The best judgment of whether the environment of a place is good or not is to look at the plants here and let the animals talk. During the construction of beautiful countryside, while improving the living environment, all localities also pay attention to their living environment and protect the "other world" from being disturbed.

  Villagers in Dashuigou are familiar with wild boar. Villager Xiao Jiuqian said that in the past, sometimes wild boar could destroy all crops in one night. Later, when building a new countryside, the village simply returned the land in the deep mountains to forests to make way for wild boar.

  Zhu Yanjie, deputy secretary of the Party branch of Zhujiagou Village, told reporters that there are bears, wild boars, green deer, pheasants and golden pheasants living around, and their footprints will be seen in the mountains, and sometimes they will be met.

  Here, the secret "other world" is not disturbed because of the construction of beautiful countryside.

  In the city, the voices of human beings come and go, but the world of animals is silent. Perhaps this is the reason why more and more people like to experience life in the countryside.

The chill is getting heavier! Beginning of winter’s temperature drops sharply. The national winter map shows where to enter winter.

"The north wind is cold and cold, and the sparse wood is half green and yellow." Today (November 8th), China entered the beginning of winter solar term. beginning of winter is the first solar term in winter, which means the beginning of cold winter. After beginning of winter, cold air activities became more frequent, and the winter process accelerated. China Weather Network launched the national winter map during beginning of winter all the year round to see where the cold wind is starting and winter is coming.
[National Winter Map] Most of northern beginning of winter enters winter.
At the beginning of the solar term in beginning of winter all the year round, many places in the north have entered winter, and the front of winter has reached the central part of North China, Qinling Mountains and western Sichuan Plateau. During the solar term in beginning of winter, the process of winter accelerated, and winter continued to cross south, and southern Hebei, southwestern Shaanxi, southern Shandong, most of Henan, northern Jiangsu and Anhui, and northwestern Hubei all entered the threshold of winter. Like Shijiazhuang (November 7), Xi ‘an (November 11), Jinan (November 10), Zhengzhou (November 13), Hefei (November 18), Nanjing (November 19) and other provincial capital cities, the average winter season is concentrated in beginning of winter season.
Most of the south is still in autumn at this time, such as Hunan and Hubei, where the coolness is full and the autumn is full. In summer, only Hainan and the southern coastal areas of Guangdong are left, and the summer heat is still there.
[Weather in beginning of winter] The temperature plummeted and the chill became heavier.
At the time of beginning of winter, everything was finally done. Beginning of winter is the first solar term in winter, which means that life begins to close and everything enters a state of recuperation and collection. Its climate has also changed from dry autumn to rainy and cold winter, with a sudden drop in temperature and a growing chill.
"One day in beginning of winter, water cooling is three points." Beginning of winter is the solar term with the fiercest cooling in the whole year, especially in the north. At this time, it has entered the cold season of "singing winter with the wind". China Weather Network took stock of the national temperature changes in the twenty-four solar terms, and found that the national average temperature began to decline since beginning of autumn, and beginning of winter had the largest decline, with the temperature in first frost dropping by 3.77℃ compared with the previous solar term.
The forms of precipitation after beginning of winter are more diverse, such as rain, snow, sleet and hail. The first snow often appears in North China, and it is already a scene of heavy snow in Northeast and Northwest China.
During the cold air intermission, the temperature difference between day and night in North China, Huanghuai and other places is large, and the humidity increases, which is prone to fog and haze weather, especially the visibility is low in the morning and evening, which will have a great impact on people’s life and travel.
Beginning of winter is not equal to winter. After beginning of winter, the cold air is stronger and the activities are more frequent. The front of winter begins to cross the Qinling Huaihe River, and most of the north has entered winter, while most of the south is still in autumn.
[beginning of winter Phenology] Water begins to freeze when it is frozen.
Beginning of winter is divided into three stages: the first stage is when the water begins to freeze, the second stage is when the ground begins to freeze, and the third stage is when the pheasant enters the flood. It is said that this solar term, water can already form ice; The land also began to freeze; After beginning of winter, big birds such as pheasants are rare, but giant clams with similar lines and colors can be seen on the seashore.
"beginning of winter is sunny and has a good harvest." In beginning of winter season, the land in Northeast China is frozen, and agricultural and forestry crops enter the wintering period; Jiangnan and South China should make full use of fine weather to harvest, sun and air late rice.
[beginning of winter custom] It is necessary to make up for the winter and avoid making up for the cold.
As the saying goes, "beginning of winter fills the winter and fills the mouth". In order to resist the cold, people have the custom of "beginning of winter supplements food". In the north, jiaozi is eaten, while in the south, radish stewed mutton, ginger duck, crucian bean curd soup and other tonic dishes are usually eaten, but it is forbidden to blindly "make up".
The weather is getting colder after beginning of winter, so friends should prepare down jackets, hats, scarves, gloves and other cold-proof equipment in advance, and add clothes in time to prevent colds.
When the north wind rises, everything hides, and beginning of winter is brushing away the restlessness of the season with the most peaceful attitude, so that everything can be calm. We might as well enjoy the warm sunshine in winter and feel the good time on earth quietly after our daily busyness.
(Source: China Weather Network WeChat)
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Let the culture and history be vivid.

Source: People’s Daily Online-People’s Daily Overseas Edition

Wang Chonglv Guo Hongsong painted.

Compared with Zeng Guofan, I admire Zhang Jian more. As an extremely complicated individual, Zeng Guofan can be said to be a "big book" with rich contents. After living in Beijing for ten years, he was a scholar, awarded Hanlin, and served as assistant minister of various ministries. After being released to the outside world, he set up the Xiang Army, created Westernization, and served as the governor of several provinces, ranking among the three. He became the person with the greatest meritorious service, the heaviest power and the highest status since the founding of the Qing Dynasty, and achieved the "three immortals" of virtue, meritorious service and self-examination. Moreover, through introspection, he became a sage, a saint inside and a king outside, and "worthy of the perfection of heaven and earth".

However, I vaguely feel that he has lost his id and the starting point of life. He not only wants to build extraordinary achievements, but also wants to be a perfect man between heaven and earth, so as to achieve all-round transcendence inside and outside. His pain also comes from both inside and outside: on the one hand, the court is afraid and suspicious of him, and at the same time, in order to establish a perfect image, he is cautious in his words and deeds, treading on thin ice and pursuing perfection in everything, which inevitably leads to melodramatic and pretentious. As he wrote in his diary: "I have been too anxious recently, and every day I swim in an open day, it is always because I am too eager for fame and popular opinion."

In contrast, Zhang Jian is like a pioneer in the long night.

Zhang Jian’s imperial examination road was very uneven. Seeing the defeat in the Sino-Japanese War of 1894-1895, and thinking about 26 years of wasted time, 120 days and nights curled up and rested in a narrow test shed during the day, and the destruction of talents by stereotyped writing, the champion and he resolutely decided to abandon his official career and take the road of rejuvenating the country through industry and education.

After establishing the development idea of "father’s education and mother’s industry", he has founded more than 20 enterprises, involving textiles, printing and dyeing, printing, paper making, matches, soap, electricity, salt industry, animal husbandry, silkworm, oil, flour, telephone, shipping, docks, banks, real estate, hotels and other industries. Among the more than 370 schools he founded, apart from primary and secondary schools, the focus was on normal education and vocational education in agriculture, medical care, textiles, railways, merchant ships and river and sea engineering. He founded the University of Engineering and Nanyang University, supported his colleagues to establish Fudan College, merged the three colleges of medicine, textile and agriculture into the future Nantong University, and also contacted celebrities in the education field to brew the transformation of normal universities into universities, thus establishing Southeast University and creating a complete modern education system.

The "Big Student Model" he explored promoted the joint-stock system of modern enterprises in China. In terms of education and culture, his museums, normal schools, new theaters and meteorological stations are the first in the country. In addition to establishing a library, a society of performers, a more vulgar theater, parks and stadiums, he also set up charitable undertakings such as nursing homes, nursery schools, disabled homes, poor factories, shelters and welfare homes, with a view to transforming society and improving the quality of the people.

In terms of ideological and theoretical achievements, there has always been a difference in the evaluation between "following" and "going on" in academic circles. The former embodies inheritance, just like adding bricks and tiles to the inherent balcony; The latter pays more attention to innovation and is committed to re-building. As a pioneering practitioner, Zhang Jian belongs to the latter category. From a historical point of view, future generations admire a person, not only by examining what he has done to benefit the society and the people, but also by valuing what new things he has provided to the predecessors. In this sense, I said, "Fool is more approachable, and I am quite convinced by Zhang Jian."

No matter Zeng Guofan or Zhang Jian, or even thinkers, writers and politicians in China, what they said and did in their time reflected the influence of Chinese traditional culture and enriched this culture with their own practice. This is also the angle I chose to write "Context-History of Our Mind".

Culture is the root, blood and lifeline of a nation, and Chinese studies are an important carrier of Chinese spiritual culture. Throughout the history of human civilization, Chinese culture has unique ideas, wisdom, tolerance and charm, which has added a high degree of self-confidence and incomparable pride to the Chinese nation.

Many people equate Sinology with China’s traditional culture, which is unscientific and imprecise. They are two different concepts. The connotation of traditional culture is much broader, including material culture (such as utensils, clothing, food, architecture, etc.), institutional ritual culture and spiritual culture (knowledge, belief, art, religion, philosophy, law, morality, etc.); Traditional Chinese studies, however, is only a part of China’s traditional culture, and its scope is relatively narrow.

The so-called "national studies" are relative to western learning and new learning. At the end of Qing Dynasty, when European and American academics entered China, people called China’s inherent knowledge "Sinology", which generally refers to Chinese traditional culture and academics with Confucianism as the main body. Liang Qichao said that sinology is a knowledge about moral character, that is, a knowledge to sharpen one’s own character and virtue. In terms of disciplines, Chinese studies include today’s philosophy, history, religion, literature, manners and customs, textual research, ethics, edition, etc. In terms of ideology, there are three schools of thought, namely, pre-Qin hundred schools of thought, Confucianism, Taoism and Buddhism. For a long time, Confucianism has run through and dominated the history of China’s thoughts, while others are subordinate.

Theoretically speaking, Chinese traditional culture has three pillars: Confucianism, Taoism and Buddhism. Confucianism and Taoism are indigenous and first produced in China. After the Eastern Han Dynasty, the Chinese classics, Wei, Jin, Southern and Northern Dynasties, Sui and Tang Dynasties, the introduction and spread of Buddhism, and Confucianism and Taoism formed a three-legged situation. As the traditional wisdom of Chinese life, they interacted and complemented each other. Confucianism stresses the enterprising spirit of joining the WTO, emphasizes vigorous and promising, and aims to cultivate self-cultivation, rule the country, and take the world as its own responsibility; Taoism pays attention to spiritual detachment, natural Taoism, calm and smooth, inaction, soft and rigid, and static braking. Buddhism pays attention to being born, emphasizing that everything is empty, eliminating interference, turning troubles into bodhi, indifferent to fame and fortune, and "putting down is the best." Once upon a time, there was a saying: "Treat the mind with Buddhism, the body with Taoism, and the world with Confucianism." (filial piety in Southern Song Dynasty)

History is a process of inheritance and accumulation, and the present and future of a nation are extensions of history. Some historical and cultural essays, with the help of the accumulation of historical materials, treat the exhaustion of the soul and make up for the absence of the spirit, obliterate the characteristics of prose expressing individuality and revealing oneself, regard the historical materials that should be the background as the main body of the article, and fail to see the dimension of spiritual display. In my writing, I pay special attention to strengthening the subjective consciousness, focusing on the pertinence of reality, and strive to infuse new insights, new discoveries, true temperament and sense of reality into historical materials.

Historical and cultural prose should be a mixture of literature and history, and it is an organic integration of philosophy, poetry and historical writing. They should rely on historical events, seek the source of passion from poetic nature, and obtain the ladder of sublimation on the philosophical level. Through the marriage of literature and history, the youthful smile of literature brings vitality and beauty, vitality and passion to the cold and solemn historical old man; After reading the vicissitudes of history, the literary beauty gets the enlightenment like the morning bell and the evening drum, adding a huge spiritual impact on the aesthetic value.

When writing the book "Context", on the premise of accurately understanding ancient books, I used prose forms and literary techniques to explain the facts and show the spiritual outlook of the characters; Try to set up some tension fields, information sources and shock waves, so that vivid images, vivid interesting things and thought-provoking inquiries can be danced from time to time, and strive to avoid the stagnation and rigidity of pure political theory, and reasoning will become a proper wake-up call or a necessary adjustment to lyric and narrative. This kind of "reason" comes from the perception of life and has a strong personality color. In this way, history has also become smart and full of fresh vitality.

The Chinese context is vast. We have entered the profound China culture, the complicated and changeable real world and the surging spiritual world.

What is the future of domestic beauty products after taking stock of the double 11 list for 7 years?

The contest between domestic brands and international brands has always been a hot topic in the beauty industry.

In the past double 11, domestic brands finally won a staged victory: Polaiya won the first place in the beauty industry of Tmall and Tik Tok, and the first place in the beauty industry of JD.COM, which is the first time that domestic brands have topped the beauty list of Tmall double 11 since 2018. Earlier in October, Polaiya released the third quarter financial report, and the company’s revenue in the first three quarters reached 5.249 billion yuan, ranking first among cosmetics listed companies in China. From these perspectives, the industry pays attention to and studies Polaiya not only to find an answer for its success, but also to find the direction of the evolution of domestic beauty products.

At the same time, international brands are still aggressive. L ‘Oré al China’s double 11 Battle Report shows that it is the beauty group with the largest number of short-listed brands in the TOP list of Tmall, Tik Tok and JD.COM, and maintains a leading position in high-end beauty, high-end dermatological skin care, make-up, hair care and so on. During the 6th China International Import Expo(CIIE), many beauty giants announced the launch of new products and new skin care technologies, showing their attention to the China market.

As important industry weathervanes, double 11 Dapromotion and China International Import Expo(CIIE) represent the "offensive and defensive" strategy and evolution direction of beauty enterprises. It is difficult for us to draw any conclusions from the short-term ranking changes and new trends in enterprises, and we need to lengthen the cycle to look at it, but perhaps we can find the frontier trends of the beauty industry and the development opportunities of domestic beauty.

On the ups and downs of domestic beauty cosmetics from double 11

The performance of domestic brands is not a new topic in double 11 this year. Taking stock of previous double 11, there are many domestic brands in the beauty industry, but compared with international brands, the ranking of domestic brands is unstable, and there are many "one-round tourists". Taking the Tmall platform as an example, the domestic beauty products shortlisted in the TOP10 list have experienced the iteration of Amoy brand, local big brands and a new generation of domestic brands. Taking 2020 as the boundary, the domestic brands in the head have been greatly replaced, and only Winona has been shortlisted in the TOP10, ranking steadily and rising; Polaiya has made great efforts since last year and has become one of the representatives of new domestic products.

This year, the beauty category was affected by multiple factors, and there were not many surprises in the overall transaction performance. The domestic beauty products rose obviously and became one of the highlights. Among them, Tmall’s head beauty brand pattern has undergone a major renovation. SK-II and Shiseido fell out of the TOP10 due to the Japanese nuclear pollution incident, and Polaiya pushed a number of foreign brands to the top. From the perspective of brand types, comprehensive beauty brands occupy the mainstream, and functional skin care brands represented by Polaiya, Winona and Xiulike gradually rise.

In Tik Tok, another important position of beauty cosmetics, the brand pattern is different. Before that, some international brands didn’t enter Tik Tok, but domestic brands took advantage of the traffic bonus to win some opportunities. In the face of international big-name competition this year, domestic brands still have comparative advantages, achieving breakthroughs with high cost performance and refined channel operation. It is worth noting that the beauty instrument brand is outstanding in the beauty category in Tik Tok, which may be due to the live e-commerce gene of the platform, and the anchor can convey the complex principle, function and use experience of the beauty instrument to consumers.

The change of brand pattern is only the appearance, and behind the replacement of domestic brands, there are some phenomena worthy of attention.

On the whole, in addition to the cost-effective advantage, the rise of domestic brands is largely due to the accurate understanding of the needs of local consumers and the targeted launch of large single products. This feature is particularly evident in the category of skin care products. Domestic brands focus on consumers’ anti-aging anxiety and popular skin care concepts such as formula skin care, morning C and evening A, and barrier repair, and launch large single products that focus on maintaining stability, anti-aging and anti-wrinkle, contributing an important sales share to the brand. Winona Soothing and Repairing Freeze-dried Mask, Quaddy Essence, Kanshuhong Waist Suit, and Polaiya Early C Late A Suit have all appeared on the list of explosive items in double 11 on the e-commerce platform. Guoji Feigua’s 2022 double 11 Yuehaowu Power Saver Data Report shows that Polaiya’s early C late A combination contributed about 35% of its sales in double 11, Tik Tok in 2022 (from October 15th to November 11th, 2022).

Hot topics related to skin care on social platforms, image source: Fruit Collection "Insights into Accurate Skin Care Crowds on Social Media Platforms in 2023"

Large single products help domestic brands occupy a place in the list, but whether the brand stands stably enough and rushes high enough depends on whether the product iteration and category expansion can be carried out around the core efficacy to extend the product life cycle. Take Polaiya as an example, its core product series has been iterated for 2-3 generations, and many categories such as essence, water emulsion, cream and eye cream have been introduced. This helps the brand to enrich the sku portfolio, continuously create a "freshness" and increase the customer unit price. Before double 11, Polaiya released Ruby Cream 3.0 series, which contains three textures of lightness, moisture and lightness to meet the needs of different skin types. This product is also the best-selling product of brand Tmall flagship store in the past year. According to the official list of Tik Tok, Polaiya’s Early C Late A Essence Cream Set was shortlisted in double 11’s beauty explosion list. The price of this group member is close to 700 yuan, which greatly improves the price range of the product.

Compared with the field of skin care, the overall competitiveness of domestic brands in makeup is still not as good as that of international brands, especially in the high-end price band. The reason is that domestic cosmetics are mostly designed innovatively around "Chinese aesthetics", and the advantage lies in color-related categories, but the fashion trend of cosmetics changes rapidly, which is difficult to bring high consumer loyalty to brands. Domestic brands still need to make breakthroughs in skin feeling and makeup effect in order to break the situation dominated by international big brands and explore the high-end price. Perfect Diary, which was criticized for focusing on marketing, gradually paid more attention to the functional attributes and technical barriers of products. Before double 11, the brand released its "bionic membrane" essence lipstick, which is the research result of "integration of makeup and nourishing", focusing on the combination of red makeup effect, lip essence effect and lip membrane, to show the brand’s breakthrough in scientific research and innovation.

Another obvious feature of the great promotion is that the pattern of domestic beauty cosmetics is moving towards differentiation. Judging from the performance of domestic brands in different stages of Tmall double 11, many brands have become "dark horses" with the help of the initial promotion atmosphere, super-anchor delivery and other factors, but they often have bright short-term performance and insufficient stamina, and few of them can continue to lead in the whole cycle. Under the trend that Japanese and Korean brands are cold and consumers are disenchanted with international brands as a whole, the development of domestic brands is welcoming, but it is still necessary to continue to precipitate the normal operation ability and cultivate brand endurance on the basis of explosive power.

Generally speaking, domestic beauty cosmetics have ushered in a "reversal" moment during this double 11 by accurately understanding the needs of local consumers, constantly expanding the matrix of large items, high cost performance and refined channel operation.

More than "big items"

Relying on the explosive strategy to meet the current hot demand, domestic beauty brands have the opportunity to "go to the table" and gradually narrow the gap with international brands. However, from the results, it is difficult for domestic beauty products to obtain long-term growth momentum by relying on explosive products. Only by creating a "big single product" and developing a "big brand" can a brand resist a round of shuffling and sit at the poker table for a longer time.

It is not without trace that domestic brands represented by Polaiya and Winona have won great victories. They benefited from the rise of the component party and the efficacy party, and implemented the strategy of "big single product", but they did not rely on this strategy. As mentioned above, the three series of Polaiya Double Antibody, Ruby and Yuanli have been extended from essence to different categories. This year, Polaiya launched a new energy series for the anti-aging needs of mature muscles, and its three-piece energy set, which cost more than 1000 yuan, entered the live broadcast room in Li Jiaqi during its stay in double 11, which shows the brand’s intention to push this series. Winona, Kerfumei and other brands are also constantly expanding their category matrix and reducing their dependence on a single big item. After verifying the heat of recombinant collagen components with collagen rods, Kefumei accelerated the pace of promoting new products, supplemented the categories of emulsion and mask, and its water supply line and oil control line also launched different types of products one after another.

The richness of brand category structure, on the one hand, represents the life cycle and anti-risk ability of brand products, on the other hand, represents its coverage of different levels of consumer demand and different scenarios. The application of patented ingredients to the technical threshold such as essence and cream with higher premium ability also helps domestic brands to gradually get rid of the image of relying on low prices and explore high-end prices. According to Polaiya’s financial report, the average selling price of the company’s skin care products increased by 57.05% year-on-year, mainly due to the year-on-year sales increase of essence and cream products with higher unit price.

From the above results, we can see that domestic beauty cosmetics are taking enhancing product research and development capabilities as a strategic goal and tearing off the label of "emphasizing marketing and neglecting research and development". Local beauty companies have increased the proportion of R&D investment, and focused on components, raw materials and other links that can help enterprises build barriers. In recent two years, synthetic biology, molecular biology and other technologies have been accelerated to be applied to skin care products, and "skin care+biological components" has become a high-growth concept of beauty track, which requires enterprises to carry out collaborative research on basic research, functional raw materials and formula system. According to Zhongxin. com, there are currently 121 research and development projects on raw materials and synthetic organisms in Huaxi Bio. Double 11’s outstanding Fumei brand, its parent company Juzi Bio has four collagen medical beauty products under research, two of which are expected to be approved in 2024, becoming a new source of growth for the enterprise.

Image source: CBNData《2023 Oriental Beauty Valley Blue Book "

Another dimension that domestic brands have been examined for a long time is the ability to operate omni-channel. This batch of new domestic brands have risen online. When the traffic dividend is gradually divided up, on the one hand, brands need to treat online channels in a refined way to improve profit margins. On the other hand, they begin to respect traditional channels, return to offline and near-field e-commerce, and even enter duty-free shops to find new growth opportunities. However, with the new channels, there are new ways of playing and brand logic, as well as powerful opponents. Domestic brands still have a long way to go.

Grouping proposition

From the perspective of single brand, domestic brands initially have the right to speak in the beauty industry with big names. However, from the perspective of the group, there is still a big gap between the comprehensive strength of domestic brands and international beauty cosmetics. As mentioned at the beginning of the article, almost half of the seats in double 11’s e-commerce platform beauty list this year belong to L ‘Oré al’s brands. Although the performance of Estee Lauder Group declined in fiscal year 2023, the main brands of the same name, Estee Lauder and Hailan Mystery, are still relatively strong in the high-end price band.

"L ‘Oré als" have achieved the coverage of different categories, price bands and sub-groups by virtue of top-class, high-end, Volkswagen, cinema and other brands, and better enhanced the Group’s ability to resist risks. No matter how the external environment and consumer demand change, there are corresponding sub-brands in the group to undertake.

However, domestic beauty cosmetics have not yet owned their own "L ‘Oreal" and "Estee Lauder". Although Polaiya, Huaxi Bio and Juzi Bio take the multi-brand route, at present, their dependence on a single brand is still relatively high, or the differences between sub-brands are not obvious. Although the ingredients and focus areas of Fumei and Kelijin under Juzi Bio are different, the brand needs to further formulate differentiation strategies in order to make consumers clear about their differences. According to the data of Polaiya’s financial report, in the first three quarters of 2023, the main brand contributed about 80% to the Group’s revenue, and Caitang accounted for about 10% of the total revenue. The sub-brands such as Off&Realx and Yuefushi made little contribution, and it remains to be seen whether they can become the "N-th growth curve". At the brand’s 20th anniversary strategy conference, Polaiya said that she would innovate the strategic planning, from "troika" to "6*N strategy", and broaden the multi-category matrix of skin care, make-up, toiletries and high-efficiency categories.

In addition to self-incubation, some brands refer to L ‘Oré al’s acquisition strategy to build their own brand matrix. Take Yixian Group as an example. Since 2019, it has successively acquired cosmetics brand Odin, French high-end skin care brand Kelanli, British high-end beauty brand EVE LOM, and functional skin care brand DR.WU (business in Chinese mainland). On the one hand, it has improved the layout in the field of skin care, on the other hand, it has told high-end stories. Increasing the proportion of skin care business has indeed improved the financial situation of Yixian e-commerce. The financial report shows that Yixian e-commerce has maintained an upward trend in gross profit margin in the past four quarters, with a gross profit margin of 74.7% in the second quarter, up 11.9% year-on-year, the highest in a single quarter since listing.

In addition to the width of demand, the gap between domestic brands and international brands lies in the depth of brand value. Beauty has always been regarded as a category with great emotional value, and emotional skin care is also a hot topic on social platforms. Polaiya has recently made intensive speeches on gender equality, mental health and emotion to show the social value of the brand. On the basis of brand-level vocalization, domestic beauty cosmetics are also integrating emotional concepts into products. During the 6th China International Import Expo(CIIE), Yixian E-commerce unveiled the Shanghai Global Innovation R&D Center, and "emotional skin care" is one of its four major R&D fields in the future. EVE LOM brand bears the realization of this concept. It launched the fragrance candle of "Manor after Rain" in China International Import Expo(CIIE), and tracked and analyzed the emotional changes of users when they experienced the SPA through the AI brainwave emotional test instrument to show the brand’s emotional skin care technology.

From supplementing research and development, creating large single products, enhancing brand power in multiple dimensions and developing towards collectivization, domestic beauty cosmetics are constantly evolving. However, compared with international brands that have experienced long-term accumulation, there are still many gaps that need to be filled. At present, China consumers’ recognition of domestic products has increased, and Japanese and Korean brands have given up some market share in the cold, so domestic beauty products have ushered in new development opportunities. This year’s double 11 can be said to be the best performance of domestic beauty products. Jumping out of the promotion atmosphere and price advantage, domestic brands need to make more efforts to prove their unique value. As consumers, we may wish to give more opportunities and patience to domestic beauty cosmetics, so as to wait for the brand to hand over better answers.

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