The counter-attack of "Hidden into the Dust" is expected to exceed 100 million at the box office, and Tik Tok’s literary films with "goods" have reached a new peak?

Author | Wang ruoye

Edit | Mingming

On July 6, 2022, "Hidden into the Dust" was officially released, with a box office of 349,000 on the first day of release, accounting for only 2.3% of the films.

At that time, the cumulative box office predicted by Cat’s Eye for this film was 565,000, and the final box office prediction of the film by the public remained at around 2 million. As a rural literary film, even Ruijun Li, the director of Into the Dust, once mentioned in an interview that he was worried that this film would become cannon fodder for the summer file.

On August 9, 2022, "Hidden into the Dust" was webcast and landed on many video platforms such as Youku, Tencent and iQiyi. According to past experience, it is inevitable that the box office will decline after a movie is launched on the online video platform. However, Into the Dust unexpectedly broke the inherent cognition of the public.

52 days after its release and 21 days after its online broadcast, Into the Dust miraculously fell to 3.662 million box office in a single day, reaching the highest single-day box office at present. It is predicted that the box office will soar from more than 50 million to more than 80 million again, and the single-day box office is expected to soar from more than 3 million to more than 5 million. Even many netizens boldly said that they are optimistic about the box office of the film. The cat’s eye also resumed on August 30th.predictThe total box office of "Hidden into the Dust" in mainland China will break 102 million.

After the cinema films are broadcast online, it is rare that the box office increases instead of falling, so that it feeds back the film market. It is urgent for the market to find out what makes the long tail effect of the film so strong, and it is also urgent to know whether the box office decline of "Into the Dust" can be repeated.

Word of mouth solidly improves box office performance

 

"Hidden into the Dust" Douban scored 7.8 points, and now it has risen to 8.5 points, ranking first in Douban’s real-time hot book audio-visual list.Not only has it become the first Chinese cinema film with a Douban score of 8 this year, but it is also the Chinese cinema film with the highest Douban score this year.

The official Weibo, who opened the movie "Into the Dust", has only a few more than 1,000 fans. Of the 103 articles published in Weibo, only a few in Weibo have turned over 100 praises and comments. All this makes the announcement of this film seem to have a sense of "big hidden in the city".

The most famous story in the previous film was the behind-the-scenes shooting story told by Christina. Many netizens called that story "The Chocolate Factory in Christina", and this stalk of Christina even replaced "You are my God", which was very popular. However, the popularity of the stars themselves has not been transferred to movies.Before "Into the Dust" went online, the box office was in a downturn.

According to the box office trend chart of "Into the Dust", it can be seen that the box office trend in the picture presents a strange V-shape, but it grows more rapidly after the webcast goes online. On the one hand, the literary film itself is a niche film, and the number of films given in the early stage of the cinema is not enough, which leads to the decline of the box office after the release; On the other hand, webcasting enabled more viewers to see the film, and word of mouth drove the cinema box office.

It is not only "Hidden into the Dust" that still chooses to be put in the cinema after webcasting goes online.

In 2019, the popular animated film "Nezha, The Devil Child Came to the World" was launched on October 11 before it was released on October 26. However, according to the box office trend of "Nezha, The Devil Child Came to the World", the box office of the film continued to decline after it was launched. In 2021, the "520" movie "Decisive Battle Against the Black" was also launched on the online platform on May 29th, while releasing the notice of key extension. This also led to the final box office score of "Decisive Fight Against the Black" of only 405 million.

Can be like "Hidden into the Dust", there are few films that have fallen strongly after webcasting. Searching for the film reviews of "Into the Dust" on social platforms, many people choose to continue Amway with their friends after watching the movie. Many of them decided to go to the cinema to get another ticket after watching the movie on the video platform. Since the audience is willing to go to the cinema for support, the demand for films has increased for cinemas, and it is natural to increase the mutual benefit of film arrangement.

After the number of films in "Into the Dust" increased, the attendance rate was also guaranteed. This is also the effect that high reputation can bring.High word-of-mouth and high box officeThis simple sentence has been truly verified in "Into the Dust".

Short video platform helps box office rebound

 

The propaganda achievements of "Into the Dust" can go to a higher level.The short video platform also contributed.

According to the statistics of cat’s eye data, the topic broadcast volume of Into the Dust in Tik Tok has reached 2.1 billion, and it has been listed on the hot search list of Tik Tok for many times. On August 30, 2022, the number of likes on the official account of "Into the Dust" in Tik Tok has also exceeded 81.49 billion. Compared with thousands of fans in Weibo’s official account, nearly 200,000 fans in Tik Tok’s official account are really huge.

In addition to official accounts, "tap water" bloggers on the short video platform have also emerged after the webcast of "Into the Dust".Major film bloggers and online celebrity bloggers in different fields have started to publish relevant contents of "Into the Dust".

July was a smash hit, and Dong Yuhui, who has many fans, also talked about "Hidden into the Dust" in the selection live room in the East. Judging from the volume of fans in the East’s selection live broadcast room, there are not a few potential box office supporters. On August 22nd, in Tik Tok’s hot search "What’s the stamina of hiding in the dust?", the film published by online celebrity blogger Kongkong Diary with 4 million fans was praised by nearly 500,000 people. In the video, Kongkong Diary explained his feelings of watching movies, and many netizens began to post the classic lines in this video comment area. Another part of netizens who haven’t seen "Into the Dust" spoke in the comments, saying that they had been arrived by Amway and would go to the cinema to see the film.

On the one hand, among the audience groups of short video platforms such as Tik Tok, there are more rural users in third-and fourth-tier cities and counties.As a rural film, Hidden into the Dust, especially the huge display of farming culture in the film, easily resonates with netizens in Tik Tok.

And according to the cat’s eye data, the local box office growth of "Into the Dust" is concentrated in the Central Plains region where the farming industry is relatively developed, such as Shaanxi and Henan. Based on this, it is found that it is a correct and beneficial strategy to choose short video platforms such as Tik Tok to announce the content in the later stage of "Into the Dust". In the early stage, "Into the Dust" made accurate publicity for the audience of literary films in developed areas such as Beishangguangshen and Shenzhen. The main creators ran several rounds of roadshows, but the results were minimal.

The news of being shortlisted for Berlin Film Festival failed to make literary film lovers take "Into the Dust" out of the circle, but a rural blogger on a short video platform made "Into the Dust" successfully enter more people’s horizons.

On the other hand, the second creation and editing of "Into the Dust" on the short video platform is mainly based on the output of film reviews, which is very inflammatory.The expression of netizens’ true feelings can drive more people to express their views on this film and arouse everyone’s interest in this film.

Breaking the inherent circle of literary films, "Hidden into the Dust" is still accumulating after the online broadcast. How to make good use of the audience of the short video platform so that webcasting is no longer a "box office springboard" may be a new thought brought to the film market by "Into the Dust".

Can "Into the Dust" be reproduced?

 

In recent years, the only film short-listed in the three major European competitions, Hidden into the Dust, was also withdrawn in February 2022.

Due to various reasons, the film market remained sluggish in the first half of this year, and "Into the Dust", which was released in July, did not expect that the film with minority theme was expected to become a phenomenal domestic literary film. It is not a simple matter to reproduce the success of "Into the Dust".

First of all, from the perspective of subject matter, although "Into the Dust" is a literary film, its content is close to the northwest countryside, which coincides with the audience of the short video platform.With the help of short video platform, the box office can take off directly.Secondly, after the webcast was launched, the number of second-generation videos on the short video platform increased.However, different from the ordinary plot explanation, the second creation video of "Into the Dust" is mostly an emotional film review, which extends from the story of the film to the emotional expression of the group and can impress the audience to watch the movie.

There is also the support of the cinema for "Into the Dust".As early as the beginning of the film’s release, the general manager of Jinan Belle Palace Cinema once sent a message to Weibo, saying, "Into the Dust" has been streamed, but I am still arranging films for it, because I firmly believe that the sound effects on the big screen are more attractive to fans than computer screens and mobile phones. " On August 30, 2022, "Into the Dust" won the highest attendance rate on that day, which did not live up to the expectations of many cinemas.

But most importantly, we have to return toThe quality of "Into the Dust" itself passed the test.Therefore, it can be full of stamina.

At the same time, the film "Tomorrow’s Battle" was ridiculed on the short video platform for "selling badly", and the box office just passed 600 million after 27 days of release. Ruijun Li, the director, also said in an exclusive interview with Zumu News that he understood the choice of film arrangement in cinemas and cinemas in the early stage. "The audience has the freedom to choose what to watch, and the cinemas have the freedom to choose what to arrange. Even if we want to talk about feelings, the premise is to let the market operate first. Now the cinema has been’ hungry’ for a long time, let the cinema fill its stomach first, and then take care of art movies. "

It is gratifying that the market has now clearly perceived the value of the art film "Into the Dust". On September 30, 2022, "Hidden into the Dust" was postponed to September 30 after it was announced on August 2 that the key was postponed to September 12. In addition to the key extension, the proportion of cinema films is also rising, reaching 10%. Compared with the release volume of about 0.2% in the early stage, the box office data of "Hidden into the Dust" in September should be more impressive.

It can continue to ferment word of mouth after webcasting, and the box office in a single day has exceeded 4 million, and the total box office has reached 37 million.This is a miracle of a film, and it also indicates new opportunities in the film market.

2022 Guangzhou Auto Show: 2023 Beijing BJ80 debuted.

speed up apply the brakes oil consumption second rice rise A Wolf in Tiger Skin Beijing BJ80 Comprehensive Test Evaluation editor-Shi Muhua:

"Beijing BJ80 is a wolf, but it doesn’t want to be a wolf, so it is covered with tiger skin. As everyone knows, people may accept it as it is. Although it may not be as magnificent as a tiger, it is more real and confident. Without self-confidence, wolves will completely lose their position in wolves. " This is a passage I wrote at the end of the article. Let me translate it: From the perspective of product strength, this car has good strength. Although it is not as good as its imitation Mercedes-Benz G-class, it can already achieve a good level in the same class of hard-core off-road vehicles. But it looks like a top-class off-road vehicle. Maybe people are more willing to accept an original appearance although it may not be so cool. Only in that way will it really have its own position.

Evaluation editor-Yu Han:

This BJ80 is very similar to Mercedes-Benz G, not only looks like it, but also the sitting posture, vision and suspension feel when you drive it. Maybe this car can satisfy your vanity, but the 300,000 China brand SUV is not cheap. It’s up to you whether it’s worth it or not.

Evaluation editor:

For BJ80, what I like best is the sound of closing the door. Although the ringing sound of clicking is very similar to that of Mercedes-Benz G, this similarity is not offensive. What I don’t like most is braking. Not only is the result not good, but the feeling of stepping on it also makes people feel insecure. In addition, it is more in line with psychological expectations. Some people will buy it for this highly similar appearance, which is quite interesting. But for me, imitation is too much like a hurdle in my heart. If my other half drives me to work in it, I will let him park two blocks away, and I will walk there no matter how cold it is.

Russian Film Week | Here, it is the "Northland Spring" of world movies.


Special feature of 1905 film network On September 6th, the "Russian Film Week", under the guidance of the Ministry of Culture of the Russian Federation, the Russian Embassy in China, the Propaganda Department of Hunan Provincial Party Committee and Hunan Film Bureau, and co-sponsored by China Film Group Corporation, Xiaoxiang Film Group Co., Ltd. and Russian Central Partnership Film Company, kicked off in Beijing, China, and officially launched a four-day Russian film screening activity.

AARON Li, Special Representative of China Government for Eurasian Affairs, andre Denisov, Russian Ambassador to China, Bai Yimin, Deputy Director of National Film, Mao Yu, General Manager of China Film Group Corporation and other leaders, filmmakers and other guests attended the opening ceremony of Russian Film Week.



Actor Zhang Guangbei is the director and producer of the Russian TV series of the same name. He remembers seeing the novelist Vasilyev in Moscow sixteen years ago. He said, "The experience of filmmakers from the two countries fighting side by side has made me unforgettable. As a film and television worker, it is very meaningful to contribute to the friendship between the Chinese and Russian peoples."


Screenshot of the TV series "The Dawn is Quiet here"


Director Jia Zhangke said that he has always been a fan of Russian military movies, and he is also looking forward to challenging the shooting of war themes one day. The younger generation of Russian filmmakers have the creative characteristics of "poetry and reality". The Chinese and Russian filmmakers have the same soul, and there will be more cooperation in the film field in the future.



In fact, as early as 2017, Jia Zhangke co-directed the first cooperative film of BRICS countries with Russian directors. Produced by Jia Zhangke, the film brought together five film directors from China, Russian, Indian, Brazil and South Africa to make a short film with the theme of "Where has the time gone?", telling their different understandings of time and emotion from their own unique perspective.


This "Russian Film Week" will be shown in Beijing and Changsha from September 6 to 10 and September 8 to 12, respectively. Six representative Russian anti-fascist works, such as The Last Frontline, Life and Death Ball Match, Highland 89 and Zoya, will show Russia’s humanistic charm and national spirit in the light and shadow world, and also bring spring to the audience in Beijing and Changsha in autumn.



spring in the north


Among the six films, T34 was shown in China on December 11th, 2020, which tells the story of heroic Soviet soldiers successfully escaping from the Germans. The film won the "Special Medal of the Iron Man Jury" and the "Best Editing Award" in the 5th International Action Film Week.



Border Fog was released in China on March 12th this year. The film tells the story that Michael used to think that his ancestors were traitors who surrendered and committed suicide in the Soviet-German battlefield, but by chance, he found the door of time. After crossing back, he found that his ancestors were all heroic soldiers … …



The Last Frontline tells the story of the heroic resistance of the students of podol Sk Infantry and Artillery School on the outskirts of Moscow in October 1941.



"Highland 89" heroically reproduces the tragic bloody battle in the Caucasus Plain, which is more epic than the classic sniper’s work, and won the Russian Golden Eagle Award and the Russian Nika International Film Festival Award in one fell swoop.



The Match of Life and Death is based on historical events: In 1942, Kiev in the Ukrainian Republic of the Soviet Union fell into the hands of German troops, and the new Kiev football team was going to play a game with the German Nazi team under fascist rule … … The film and have the same effect, and both show the cruelty of war and fascist atrocities with the help of football themes.


 

"Zoya" is based on the patriotic heroine of the Soviet Union: in the autumn of 1941, Zoya, a female student, voluntarily participated in a sabotage activity, but was unfortunately captured, but never gave in. She was also the first woman to win the title of "Soviet hero", and was made into a movie of the same name as early as 1945.



It is worth mentioning that these Russian films were all released after 2000, and they were all set in the Great Patriotic War of the Soviet Union, but they showed different colors from the previous films of the same theme in Russia, a big country producing war films.


In the traditional hymn of heroism, The Fog on the Border uses the art of crossing to make the dude living in modern times cross the most critical moment of the country, and realize the hardships of his predecessors and the beauty of the present from his feelings for home and country and where will you go, so as to reflect on various current thoughts.



"The Last Frontline" added the elements of campus youth to the traditional war films (and took the spy war as an excessive rhythm). When the classical romantic love encountered the most cruel war in human history, it had already predicted the flower festival of cruel youth and the demise of romance. More than 2,500 of the 3,500 cadets stayed on the battlefield forever, and the soldiers who returned home were no longer teenagers. Only in the smoke and tears could they meet with the smile of "Dawari" again … …



In The Match of Life and Death, the director voluntarily gave up the grand narrative, focused on the experience of a little person (Soviet soccer goalkeeper Nikolai Treacy), and deeply touched on the essence of war and human nature through the ultimate choice of winning the tragic and fearless game or losing at the Nazi gun.


The Nazi mass grave scene in "Life and Death Match" is shocking.


The tanks in T34 are all real T-34 and Leopard tanks in World War II. All actors trained to open tanks for 3 months and completed all actions, and invited military advisers. "89 Highland" invested 400 million yuan and used 5,000 soldiers from two divisions, 300 tanks and 200 planes to take part in the filming, which can’t help but remind people of one of the films with the most extras in film history — — Written and directed in 1966.


"War and Peace" is a war scene like an oil painting.


It can be seen that after the new century, Russian films have returned to tradition in art, to the public in value, to classics in subject matter, and integrated into the trend of film genre combination on the basis of classic narration, and practiced their own national film language with the help of the development of modern film industry.


Red romance


Speaking of film language, Soviet films have made two great contributions to world films: montage and poetic films.


In 1923, movie master published an article "Attraction Montage" in the magazine "Left-wing Literary Front", which initiated the film montage theory and the Soviet montage school. His masterpiece tells the historical story of the uprising of the warship potemkin of Odessa Navy. The "odessa steps" in the film has also become the most classic montage fragment in film history, and confirmed his famous saying with 155 shots in 7 minutes, "The juxtaposition of two montage shots is not the sum of two numbers, but the product of two numbers". Therefore, the film stood at the top of the pyramid in the golden age of Soviet movies.


The famous stroller in odessa steps.


In 1957, the director of the Soviet Union was considered as "a movie satellite launched by the Russians", which broke through the rigid framework of Soviet World War II films, skillfully formed the double metaphor of "geese flying south" through subtle emotional depiction, and led the film to a poetic film road.

The long and rotating shots with poetic beauty perfectly overlap the artistic conception of the picture with the connotation of the story, and show the sufferings of Soviet youth in the anti-fascist war with the life of a woman who has never been to the battlefield.


In "Flying South in Wild Goose", before he died, the man looked at the rapidly rotating birch treetops, and he imagined that he was married to the woman, which became a classic lens in film history.


In addition to these two world-changing films, Lenin in 1918 in the 1920s, Zoya during the Great Patriotic War, and Silent Dawn Here in the 1960s and 1970s after the war are all world-famous films, not to mention War and Peace, which were adapted from domestic classics, which made Soviet films bear extremely rich literary nourishment.


After the founding of New China, the film mode of the Soviet Union began to be used for reference by filmmakers in China, and once became a model for China’s film creation. At that time, China established a complete supporting film management system from management, production and operation, and Beijing Film Studio, Shanghai Film Studio and Bayi Film Studio were successively established, which became the main position of film setting in the early days of New China together with Northeast Film Studio, and gradually stepped out of the road of new China film with national style and modern characteristics.


In mid-2020, the director also recreated Ivan’s running on the water in Ivan’s Childhood on the ice of Lake Baikal, and showed his parents’ youth, love and the era full of faith influenced by "Big Brother of the Soviet Union" with the song "Red Berry Blossoms" sung by the "embarrassed mother" at the Red Star Theatre.



In recent years, both China and Russia are adopting the cultural strategies of "going out" and "bringing in", constantly strengthening the support for domestic films, and winning many awards in major international film festivals, thus embarking on the road of great-country films with their own national cultural characteristics and characteristics of the times. At the same time, China and Russia have also carried out film exchanges and cooperation in many fields by holding film festivals with each other regularly, co-shooting films, introducing and broadcasting excellent film and television works from both sides, which has injected new vitality into deepening the comprehensive strategic cooperative partnership between China and Russia in the new era.


As Bai Yimin, deputy director of the State Film Bureau, said at the opening ceremony of "Russian Film Week", "this" Russian Film Week "will further promote pragmatic cooperation in the film field between China and Russia, promote the common prosperity and development of the film industry between China and Russia, and write a new chapter for enhancing the exchange and mutual learning of Chinese and Russian civilizations and the traditional friendship between the people."


Seventy years of age Simpson was released on parole after serving his sentence and was picked up by an unidentified person.

  CCTV News:In 1990s, American football star O·J· Simpson’s "suspected wife murder case" caused a sensation, which was also called "trial of the century". Although Simpson was acquitted in that year, in 2008, the famous American black sports star was jailed for "kidnapping and armed robbery". On the 1st, after serving nine years in prison, seventy years of age Simpson was released on parole.

  The Nevada Bureau of Corrections and Rehabilitation confirmed that Simpson left Lovelock prison in northern Nevada at 0: 08 am local time on the 1st after signing the release papers.

  Although the American media generally predicted that Simpson would be released on parole at the beginning of this month, the Nevada Bureau of Corrections and Rehabilitation released Simpson in the early hours of Sunday, which was somewhat unexpected. This also enabled Simpson to avoid the media when he was released from prison. After he got out of prison, he was picked up by an unidentified friend.

  Former football star Simpson was jailed for robbery.

  In 2007, Simpson and others clashed with two sports souvenir sellers in a hotel in Las Vegas, Nevada, trying to snatch thousands of dollars worth of souvenirs with guns — — Simpson claimed that the photos, badges and football souvenirs were his own belongings. After the incident, Simpson was arrested by the police and charged with 12 counts including kidnapping and armed robbery.

  In 2008, the court sentenced Simpson to 33 years in prison, but he could be released on parole after nine years.

  In July this year, four members of the Nevada Parole Adjudication Board voted unanimously that Simpson was "unlikely to commit another crime" and agreed to grant him parole.

  "Trial of the Century" — — Simpson’s "Suspected Wife Killing Case"

  Simpson was once a star of the National Football League. In June 1994, Simpson’s white ex-wife and boyfriend were found dead in their residence in Los Angeles, and all the evidence showed that Simpson was the biggest suspect — — The case was a sensation, but after a tortuous trial, Simpson was acquitted by a jury in October 1995. This case, known as the "trial of the century", has caused public controversy about the fairness of the American judicial system, highlighting the differences of opinion among different ethnic groups in American society.

Small disasters, plums were punished for 880,000

"Strictly beating"

Recently, the beauty collection store Harmay Diaolia Corporate Company Shanghai Diaoli Lexiang Enterprise Development Co., Ltd. was fined 887,000 yuan, because the big -name small sample cosmetics label sold did not meet the regulations.

It is worth noting that this is not the first time that the beauty collection store has planned to follow the sample, but the fine is innovative. This punishment signal is considered by the industry to be the beginning of strict samples, and the samples on the vent on the air’s mouth should also be reduced.

35 big -name small sample rollover, the plum was fined 887,000

According to the administrative penalty letter made by the Shanghai Municipal Supervision Bureau to the Shanghai Diaolu Enjoy Enterprise Development Co., Ltd. (hereinafter referred to as Shanghai dialect Mei Lexiang), on April 16, 2021, the Municipal Supervision Bureau was on the "Harmay in Xingye Road, Huangpu District. The "Cosmetics Collection Store for the" Cosmetics Collection Store. It was found that the "Clarins Clarins" brand Huanyan Elastic Ridon (5ml), which was selling at the scene, had a missing item of 4 brands of 4 brands and 24 cosmetics. At the same time, the Shanghai Municipal Supervision Bureau stated that during the investigation of the above cases, some cosmetics sold in the above case still had Chinese labels that were missing.

According to the equity penetration information, the legal representative of Shanghai Dia spectrum is consistent with Beijing dialect Melalexiang Technology Co., Ltd. (that is, the parent company of Harmay dialect).

局 Intercept the Shanghai Municipal Supervision Bureau

According to Green Eye statistics, all the cosmetics of these Chinese labels are all small samples of international big names, including 11 brands such as Tiffany, Bobley, Da Ke, and Jiao Shiyun, with a total of 35 cosmetics. The problem of illegal labels is mainly concentrated in the three aspects of labelless cosmetics component tables, production batch numbers, and imported cosmetics filing numbers. Among them, the Dake series is the most, involving 17 sample products, which accounts for almost half of the total number of the above brands.

The penalty letter shows that the parties sell a total of 35 cosmetics without tax (13%tax rate) sales of 152,000 yuan, the value of the goods is 245,000 yuan, and a total of 1134 cosmetics are inventory.

According to the provisions of the "Cosmetics Supervision and Administration Regulations", "the minimum sales unit of cosmetics should have labels. Tags should comply with relevant laws, administrative regulations, and mandatory national standards, and the content is true, complete, and accurate." The behavior is suspected of violating the provisions of Article 35 of the Cosmetics Supervision and Administration Regulations, which constitutes the behavior of cosmetics that does not meet the requirements of the operating label.

In the end, the Shanghai Municipal Supervisory Bureau enjoys the Shanghai dialect, which enjoys a penalty of "confiscating illegal income RMB 152,000 and a fine of RMB 735,000".

In response to punishment, Qingyan contacted Harmay today, but the other party did not make a statement.

It is reported that Harmay said since 2008 on the online Taobao store, and opened the first offline store in Anfu Road, Shanghai in 2017. In 2019, the Beijing Sanlitun Store became popular on social platforms. Favorite.

Earlier this year, Harmay Mi Mei received about 200 million US dollars (about RMB 1.27 billion) D -round financing. At present, a total of 4 rounds of financing has been completed. Public news shows that currently Harmay’s big names and overseas niche brands have more than 400, SKU exceeds 9,000, and more than a hundred new Jinjin cooperative brands in 2021.

Puzzle

In the past two years, with the continuous refinement of consumers’ needs, small sample products are small, portable, and low -testing the characteristics of low -testing costs. They are sought after by consumers and brands. Brands such as Lancome and Keyan have placed "sample machines" in malls. Consumers use products by free delivery samples, so as to excavate customers.

With the rise of beauty gathering stores such as Harmay and onlywrite, big samples have become the weapon for store drainage and marketing, and the size of the small sample economic market has grown rapidly.

However, behind the hot samples, many people in the industry are worried, "Non -selling products and money, (the market) where there are so many small and medium samples." Even a beauty retail channel practitioner told Qingyan that the small samples circulating on the market at present The scale has far exceeded the industry supply.

梅Harmay talk information map

So, outside the official channels, where did the samples sold by the beauty collection store come from? Harmay’s co -founder Ju Chunmao said in an interview with 36KR: "Under the current business environment of China, the license of big names is more difficult to get. Mainly from counters and traders. "

According to Qingyan survey, most of the small and medium samples in the market are from the following four channels: brand gifts; brand counters or internal personnel for resale; "reversing" supply; smuggling and fraud. But there are few small and medium samples produced in the first two channels.

The above -mentioned beauty retail channel practitioners told Qingyan that the samples sold in the beauty collection store have a cross -border trade in the cosmetics counters of department stores -a lot of small samples without Chinese labels come from this, that is, the goods purchased overseas Small sample.

"No import cosmetics filing number, of course, does not rule out smuggling and fake sale." Zhang Taijun, R & D director of Guangzhou Tsui Tsui Skin Skin Science and Technology Research Institute. According to the "Regulations on the Supervision and Administration of Cosmetics" and "Administrative Measures for Cosmetics Tags", cosmetics should have Chinese labels. Offline channel sales do not have Chinese label imported cosmetics, or products that do not meet the prescribed labels are obviously illegal.

It is worth noting that in January last year, ONLY WRITE, the beauty collection store of Hangzhou Kerry Center, was reported by consumers. The local market regulatory bureau contacted the customs department to assist in the investigation. Nearly 3,000 pieces of suspected smuggling cosmetics were detained, most of which were small cosmetics samples (for details, see "onlywrite! The source of cosmetics samples").

Strict sample

It is not difficult to see that the unqualified cosmetics label reflects product sources and product quality issues, which plays an important role in rectify the small sample market.

"Cosmetics supervision will become stricter and stricter. There are small and medium samples (gifts) in the management measures of cosmetics labeling. It has been implemented for a long time, but no one has paid special attention to it before. Many big brands have also issued official statements. The barcode is sold. "The above person said.

Among them, many people in the industry reported to Qingyan to strictly check the samples, which will be a punch of the beauty collection stores mainly sampled drainage. "As soon as this incident came out, it was understood that people had already been removed (non -compliant). The samples of formal channel sources were not problems. If informal channels, these beauty collection stores will definitely be affected later."

There is also a factory in the direction of Qingyan, "At present, the domestic brands and foreign -funded brands in domestic production and filing have basically unique and strict supervision. The management of imported products is actually gradually standardized. It’s the compliance of imported products. "

In fact, the tightening of small sample supervision has already begun last year. Earlier this year, the Shenzhen Municipal Supervision Bureau reported that since January last year, it destroyed 3 illegal denominations of cosmetics operations and seized 2,388 boxes of cosmetics with various types of imported brands without Chinese labels, with a minimum packaging cosmetics of more than 22,000 boxes. The estimated value of the goods exceeds 22 million yuan, and 3 cases are filed, of which the value of the counterfeit cosmetics involved in counterfeit infringement is 260,000 yuan, and it is transferred to another public security case.

On March 1 last year, Tmall also issued the "Notice on the Regulations on the release of new Tmall sample products". According to the new rules of Tmall, the pricing of sample products released by merchants shall not be higher than the price of the same proportion of the corresponding formal products. At the same time, the sample volume does not exceed 30%of the decoration products in principle. In addition, the merchants should express the attribute keywords such as "trial", "small samples", "samples", "trial outfit", "experience outfit" in the published sample title, and provide the purchase voucher for the sample for platform review.

"With the introduction of relevant national regulatory policies and the requirements of retail platform specifications, the beauty collection stores with small samples as selling points may adjust the procurement channels, and the continuous supply of products is certain." Some industry people said, "Now it is also very very very very very very very very very very very very It is difficult to say the specific impact on small sample business, but the problem of small sample compliance or the main strike object of strict supervision this year. "

At the same time, with the official implementation of the "Administrative Measures for Cosmetics Labels" on May 1 this year, the sample economy of small sample cosmetics will undoubtedly usher in an inflection point.

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