上海贵族宝贝论坛

Source | film and television monologue

Author | Pomegranate

In the picture, an ordinary old man and an ox are guarding the tomb, and they go to Qiu Lai in spring, where flowers bloom and fall.

He is Zhang Jueqian, the father of Zhang Renya, the guardian of the first party constitution. In order to entrust his son, he made up a story of "the son died outside" and hid the communist party Declaration in his son’s cenotaph, and guarded it for more than twenty years.

People guess whether he guards the treasure, but few people know that he guards his son and his faith.

In the unit "Guarding" of TV series "Ideal Shines on China", Zhang Jueqian’s ordinary and great life reappears in front of the audience.

Ideal Shines on China is an important theme creation to celebrate the 100th anniversary of the founding of the Communist Party of China (CPC). Unlike many TV series with grand propositions, the topic selection of Ideal Shines on China avoids familiar high-profile figures and is mostly unfamiliar faces of the audience.

This is the case with Guardian, and so is the fifty-fifth letter.

Recently, the film and television monologue interviewed two directors, Xiaoou Zhao and Zhao Xiaoxi, and reviewed this wonderful experience with them and looked forward to the new direction in the future.

Xiaoou Zhao and Zhao Xiaoxi are with the general director Dongyu Fu.

Of the 40 stories in Ideal Shines on China, Guardian and Fifty-fifth Letter are two units with slow rhythm and few conflicts.

The former is aimed at Zhang Renya and Zhang Jueqian, the father and son’s lifelong waiting and guarding, while the latter starts with the letters of Chen Yian and Li Zhiqiang, the husband and wife, showing the feelings of people who are dedicated to the revolution. Both stories are told, hitting the hearts of the audience in the spring breeze and rain.

In fact, this is also the effect pursued by the two directors.

On the topic selection, Dongyu Fu, the general director, gave the director great autonomy. After watching the whole prototype story, each director can submit five target topics, and finally pick out two of the five topics that are the most sparking and touching.

In this respect, the goals of Xiaoou Zhao and Zhao Xiaoxi are clear from beginning to end: text first, theme second, emotion first.

In Xiaoou Zhao’s view, theme creation is not a shackle for them, but a positive theme orientation. He hopes that there will be a breakthrough in the form of expression. "When a director shoots a work, the first thing he needs to look at is the perspective. From different angles, the story will show different styles. After reading 40 topics, we set a standard, that is, we hope that this story is good-looking and worthy of refinement. Because only by looking good can the audience understand what the story wants to express. "

Zhao Xiaoxi on the left and Xiaoou Zhao on the right chat with actor Lin Yongjian.

On this premise, Guardian and Fifty-fifth Letter came into the sight of Xiaoou Zhao and Zhao Xiaoxi.

Without a strong narrative style, these two topics are more in line with the China population’s "great voices are heard, elephants are invisible" and "like a cup of tea, it can make the audience taste slowly, and the taste will have stamina in the end. You will know the weight of the phrase’ Red China will definitely appear’ that the people in the play have been saying. " This is the goal that Xiaoou Zhao and Zhao Xiaoxi are eager to achieve.

But after the choice, the problem really came.

If the audience watched TV dramas like reading novels before, the impression of Ideal Shines on China is like a poem. Each episode is about 30 minutes long, with concise length and light weight, and tells a long or short story of the times.

Although the form is novel, it also brings a big problem to the two directors: how to tell a person’s decades in half an hour? How to make every minute of the play have enough information to output? How to make the plain story firmly grasp the audience’s sight?

"I think that the most important thing to tell a story that spans several decades is to firmly grasp the motives, motivations and goals of the characters, and try not to talk about the side details." In Zhao Xiaoxi’s view, the shorter the space, the stricter the requirements for narrative structure and logic.

Therefore, although there are regrets, trade-offs are essential.

In the first edition of the script, whether it is Guardian or Fifty-fifth Letter, the writers Chen Xuan and Hu Yating are full and true in the details of their lives. For example, the separation of Zhang Jueqian and his second son in Guarding, the villagers’ comments on Zhang Jueqian’s behavior, and the fifty-fifth letter in which Li Zhiqiang made a cot and clothes for his children, as well as the sacrificial Zhang, are all described in detail.

However, after comprehensive consideration, Xiaoou Zhao and Zhao Xiaoxi decided to reluctantly give up what one favours and delete some "branches and leaves". "Because" Ideal Shines on China "is not like a TV series, many relationships can be discussed, so we just need to tell a character or a story thoroughly."

The story can flow smoothly, but in terms of details, Xiaoou Zhao and Zhao Xiaoxi hope to give the audience enough detailed and thorough feelings.

"We chose the story before the founding of the People’s Republic of China. In fact, the shooting process is more complicated than modern drama." In Zhao Xiaoxi’s view, although there was more room to play before the founding of the People’s Republic of China, all kinds of historical details had higher requirements than modern dramas. "If the props and details of the era are wrong, it will be difficult for the audience to have a sense of substitution in that era."

Therefore, even a 25-minute short play, Xiaoou Zhao and Zhao Xiaoxi did no less research, data collection and on-the-spot investigation than a long TV play.

"When filming Guardian, I went to Zhang Renya Memorial Hall. It is not only to understand his life experience, but also to examine some details of that era. Including what kind of leaflets Zhang Jueqian saw at that time, I went to the historical materials museum to check a lot of samples for reference. What version of the communist party Declaration is buried under the tombstone, what kind of blood has just been obtained, and what it is like to dig out from the tomb, we must verify it. "

If the preparatory work for Guardian is a primary edition, then the preparatory work for Fifty-fifth Letter is an advanced edition.

What are the 55 letters of Chen Yian and Li Zhiqiang in the play? Has the handwriting changed? What were Chen Yian’s clothes like in different wars? How did it change before and after joining communist party? Although these shots are all a flash, the weight of history is on them, and Xiaoou Zhao and Zhao Xiaoxi dare not be careless.

In addition to verifying props, before filming "The Fifty-fifth Letter", Xiaoou Zhao and screenwriter Hu Yating also visited Chen Yian’s descendants in depth to learn about his life. "What kind of house does the mother live in, how did her mother bring him up, and what is the father in her mother’s mouth?"

Even the drama of Chen Huangming, the son of the opening credits, looking for the restorer Lao Yuan with old photos is a true story that he and the screenwriter learned in the investigation of collecting wind. Later, at the suggestion of Liang Zhenhua, the chief screenwriter, Xiaoou Zhao and Zhao Xiaoxi took this scene as a breakthrough point to connect the past with the present and look back on the past from the perspective of modern people.

This has also become a design widely praised by the audience. Compared with the story of Gao Dan, I just want to take a look at the story of my father’s son, which is ordinary but very substitutive.

In fact, this kind of treatment also contains some selfishness of Zhao Xiaoxi. For a long time in the past, he was partial to Yu Hua’s Living. The narrative that tells the story of an ordinary person’s life has touched him greatly. Therefore, he also hopes that through this opportunity, he will tell the sufferings and joys of ordinary people in that era.

This point is also shown in "Guardian". For example, when entrusted by his son, Zhang Jueqian’s first reaction was to care whether he was injured. Before sending my son away, I want to put four eggs on him; In the long wait year after year, the ox who accompanied him was only left with a bell …

"In fact, these two units are all about concretizing beliefs into emotions. Zhang Jueqian chose to guard the communist party Declaration because of the affection between father and son. Because of love, Li Zhiqiang and Chen Yian chose revolution and waiting in turbulent times. They all have human feelings before they can rely on their beliefs. "

Draw nutrients from the most solid soil, so that Guardian and Fifty-fifth Letter can stand firmly on the balance pole of documentary and drama. In this regard, Xiaoou Zhao and Zhao Xiaoxi feel gratified, but also very grateful for the support and help of the team behind them.

"It is a very happy thing that everyone can agree with a goal and then continue to contribute to it." Xiaoou Zhao and Zhao Xiaoxi always believe that the production of a good drama needs all the trust on the professional basis.

"Our screenwriters are very supportive of our changes, and they have also given us great help. For example, Hu Yating, the screenwriter of "The Fifty-fifth Letter". Her brushwork is exquisite, and her desk work is fully done. She has written many small details that have not been photographed in the play. We have held many creative meetings together and solved the problem bit by bit, and finally we presented such a work. "

Such a creative concept is also what Xiaoou Zhao and Zhao Xiaoxi long for. Therefore, they chose to reach a strategic cooperation with Hello Youth Media led by Liang Zhenhua, the chief screenwriter of Ideal Shines on China.

"After the cooperation of" Ideal Shines on China ",I am very happy to cooperate with companies with original ability and production ability, hoping to combine our advantages and create better works for everyone in the future."

This will be a win-win cooperation. Based on creation, all things can be born.

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One-button parking, assisted driving and other functions have gradually matured, and automobile intelligence has led the "travel change"; Using AI to empower the whole process of diagnosis and treatment to realize the whole process of medical image AI research and improve the efficiency of medical diagnosis; UAV integrates high-precision mapping, inspection flight, cloud modeling and other functions to realize unattended power grid, energy, agriculture and forestry industries …

With the rapid development of global artificial intelligence technology, artificial intelligence (AI) has become an important force to accelerate the development of science and technology and industry, and has a far-reaching impact on economic and social development. How to accelerate the development of "artificial intelligence+"and empower the industry to upgrade has become a topic of great concern.

This year’s "Government Work Report" proposes to deepen the R&D and application of big data and artificial intelligence, carry out the "artificial intelligence+"action, and build an internationally competitive digital industrial cluster.

Nowadays, artificial intelligence technology has the ability of complex analysis, prediction algorithm and human-computer interaction, and is driving the digital economy engine with massive data. Promoting dynamic AI to reach all kinds of terminals, including a wide range of consumer electronic products, has become the continuous exploration and practice of major mobile phone manufacturers in recent years.

Recently, Glory held a new product launch conference to launch a platform-level AI empowerment, people-centered cross-operating system experience, a new human-computer interaction based on intention recognition, and a series of smart devices such as Glory Magic6 to Edition, Glory Magic6 RSR Porsche Design, and AI PC Glory MagicBook Pro 16, which resonate with the global industrial chain.

At the press conference, Glory’s AI strategy divides the AI of smart terminals into four layers, that is, the first layer uses AI to enable cross-system integration, allowing different operating systems to make decisions through AI, and realize seamless connection and data sharing between mobile phones, tablets, PCs and other devices; The second layer uses AI to reconstruct the operating system, so that the more you use the mobile phone, the better you understand it. The new way of human-computer interaction based on intention recognition is a typical achievement. The third layer is the application of AI on the end side, such as matting, photo rendering and summarizing documents; The fourth layer is the end cloud collaboration of AI, which presents the application of network AI big model.

"From the perspective of hardware products, mobile phones do have advantages. First of all, for consumers, AI mobile phones are trained based on users’ own data, so services will be more personalized and diversified. " Zhao Ming, CEO of Glory Terminal Co., Ltd. said that mobile phones are more convenient than PC products. Although PC products have the advantages of computing power and processors, they are also bulky, so the AI mobile phone must provide the most data. Under the cross-system and cross-terminal operating systems, notebook computing power can be used through a unified account in the future.

It is understood that the platform-level AI created by Glory empowers different devices, including mobile phones, tablets, notebooks, wearable devices and other platform-level AI capabilities across devices and operating systems, making open operating systems such as Android, Windows and IoT become the whole ecology.

"The improvement of model parameters will become part of the competition of AI mobile phones in the future, but more importantly, it is necessary to start from the usage scenario and actually improve the consumer’s experience." Guo Tianxiang, senior analyst of IDC China, said.

Experts in the industry said that in the face of the increasing trend of artificial intelligence, such as increasing scene coverage, increasing model parameters, and increasing decision-making, it is urgent for the information and communication industry to sort out technical routes, effectively optimize model costs, focus on improving model quality, promote original technological innovation, attach importance to information security and reliability, cultivate a good industrial ecology, and take the breakthrough of artificial intelligence industry as the starting point to add new kinetic energy to promote new industrialization.

　　The movie "Mars Rescue" describes the plot of the protagonist trying to grow potatoes on Mars. Now, this vision is expected to be completed by China. In 2018, the popular science payload "Lunar Micro-Ecosphere" will land on the lunar surface as a special passenger on Chang ‘e IV, where potato seeds, Arabidopsis seeds and silkworm eggs will be placed. Two kinds of plants will take root and sprout within the 100-day experimental period and produce the first flower on the surface of the moon. Silkworm will also complete the complete life cycle of egg hatching, larval growth and development and cocoon breaking into butterflies.

　　The reporter of Beijing Youth Daily learned that Professor Xie Gengxin, the chief designer of "Lunar Micro-Ecosphere", said that by the end of 2018, the popular science payload will "ride" Chang ‘e IV to the moon, realizing the first biological experiment on the surface of the moon. This biological experiment will be broadcast live to the whole world through a small camera.

　　On June 18th, Xie Gengxin, the chief designer of "Lunar Micro-Ecosphere", was interviewed by Beijing Youth Daily, and introduced in detail the idea and process of this biological experiment, such as planting potatoes on the moon. In Xie Gengxin’s view, although many difficulties need to be overcome, this experiment is of far-reaching significance. It will be the first lunar biological experiment for human beings, which is of great significance to the future survival of human beings on extraterrestrial planets.

　　The first biological experiment on the surface of the moon

　　Beiqing Daily: Why was there such an experimental idea at the beginning?

　　Xie Gengxin: Actually, growing organisms on other planets is an area that many countries are studying. China’s previous exploration has landed on the moon, and this experiment is another innovation in the exploration process.

　　Beiqing Daily: Who is conducting this experiment?

　　Xie Gengxin: This project is a popular science load led by Chongqing University. It has been an experiment for more than two years. In addition to Chongqing University, Hunan University, Beihang University, China Aerospace Science and Technology Group and other universities and enterprises have also participated in it, involving multiple R&D teams with interdisciplinary subjects such as machinery, control, environment, biology, optics and energy. There are more than twenty staff members at the core of the team.

　　Beiqing Daily: What is the "lunar micro-ecosystem"?

　　Xie Gengxin: This is a cylindrical device, with a height of 18 cm and a diameter of 16 cm. It is made of aluminum alloy, and the national flag of China and the signs of Chongqing University and Research Center are affixed on the surface. The weight of the whole popular science load lunar micro-ecosystem is 3 kg, but its cost is more than 10 million yuan, and the camera alone is 600 thousand yuan.

　　Beiqing Daily: Compared with other countries, what is the international position of this exploration?

　　Xie Gengxin: This exploration in our country is the first biological experiment on the moon, which is ahead of the United States, Russian and other countries. This exploration will also prove that among many countries in the world, our country’s space exploration is changing from the previous follow-up to the leading and leading stage.

　　Different from the first flower in outer space opened by NASA space station in the United States last year, our experimental location is 380 thousand kilometers away from the earth, which is much farther than that of the International Space Station, which is more than 300 kilometers away from the ground.

　　Planting with large temperature difference and strong radiation on the moon faces many challenges.

　　Beiqing Daily: What are the difficulties to overcome this time?

　　Xie Gengxin: On the moon, it is 14 consecutive days of daylight and then 14 consecutive days of darkness. The high temperature can reach more than 100 degrees Celsius, and the low temperature drops to more than 100 degrees Celsius below zero.

　　In addition, the ultraviolet rays on the moon have not been filtered, and the survival of animals and plants needs to face harsh environments such as high radiation and microgravity. This is far from the living environment on earth. These are all difficult problems to overcome.

　　Beiqing Daily: What do potatoes, Arabidopsis and silkworms live on?

　　Xie Gengxin: Our "lunar micro-biosphere" is actually simulating the living environment of animals and plants on the earth. The device will contain water and equipped nutrient solution, and the temperature in the jar will be kept between 1℃ and 30℃ through certain technology, and the humidity and nutrients inside will be controlled well.

　　In addition, the photosynthesis of animals and plants is carried out by absorbing the natural light of the moon, and there is no light in the whole device. The light pipe in the "jar" absorbs the natural light on the surface of the moon for photosynthesis, and the released oxygen is absorbed by silkworm eggs, and then the silkworm eggs discharge carbon dioxide and domestic garbage for plant seeds.

　　Beiqing Daily: How can animals and plants carry Chang ‘e to the moon to overcome the overweight problem?

　　Xie Gengxin: A difficult problem in the experiment process is how to fix the seeds and silkworm babies in a "jar" so that they will not be scattered due to overweight and other pressures during launch.

　　We have repeatedly calculated the design and weight of the container, for example, because the soil is too heavy and the utilization efficiency is not high, we chose nutrient solution, and the seeds and silkworm babies have also been fixed under overweight conditions through technology.

　　Potatoes are expected to be a food for human beings to survive in space.

　　Beiqing Daily: Why did you choose potato, Arabidopsis and silkworm?

　　Xie Gengxin: First of all, from the biological conditions, the selected plants and organisms should be relatively resistant to high and low temperatures, and the growth cycle should not be very long. After experiments, these three kinds of animals and plants are relatively qualified.

　　In addition, the choice of potato is also to provide support for the next step of human survival in space. At present, many countries and research institutions in the world regard potato as the main food for human survival in space.

　　Secondly, the choice of animals and plants will also be close to the life of ordinary people and conform to the cultural tradition of China. Potatoes are the most common food, and silkworm babies are cute. There is also a step of breaking cocoons into butterflies in the growth cycle, which has a good moral and symbolizes the progress and innovation of China in space exploration.

　　Beiqing Daily: Is the potato cultivated in the later period expected to become human food?

　　Xie Gengxin: It’s a possibility. We will conduct experiments on the earth at the same time and under the same conditions, and compare and analyze the data of the two. Through experiments, it is possible that the quality and yield of potatoes planted on the moon are relatively high, but this needs further research.

　　Beiqing Daily: Is it possible for humans to survive on the moon in the later period?

　　Xie Gengxin: If plant seeds can germinate, grow and bloom in this environment, silkworm eggs can hatch normally, larvae can grow and develop, and break cocoons into butterflies, which shows to some extent that it is not a dream for human beings to live on the moon.

　　If the experiment is successful, it will provide technical support and lay a foundation for human beings to carry out the survival of extraterrestrial planets. Just as the micro-ecological circle on the moon is infinitely large, theoretically, human beings can also live on the moon.

　　Text/reporter Zhang Xiangmei Intern reporter Zhang Cong

2021 China Beauty Cosmetics Collection Store Industry Report Original iResearch

Research report on beauty cosmetics collection shop

Core summary:

Concept definition: Beauty Collection Store is an offline retail format that integrates multi-category and multi-brand cosmetic products in one store. It provides end consumers with product display, experience and sales services including cosmetics, skin care products, personal care, perfume, sunscreen products, cosmetic instruments and tools.

Business model: The structural changes of domestic beauty consumers have spawned new demands for beauty collection stores. Compared with traditional beauty collection stores, the business model of new beauty collection stores has achieved innovative changes in people, goods and fields.

Driving factors: traditional beauty collection stores have been deeply involved in the domestic market for many years, and their large-scale store expansion has promoted market growth. The new beauty collection store has achieved rapid development in recent years under the joint drive of client, brand and capital.

Market size: In 2020, the market size of China beauty collection stores will be 41.9 billion yuan, of which the proportion of new beauty collection stores will reach 7.6%. With the transition from the embryonic stage to the stable development stage of the new beauty collection store industry, its market share is expected to increase to 15.8% in 2023, and the market scale is expected to reach 13 billion yuan.

Trend insight: the just-needed attributes of the offline beauty channels and the integration opportunities of the domestic beauty collection store industry have long-term favorable investment prospects. Optimizing the product pallet structure and choosing a healthier operation mode will become an important development direction of the beauty collection store industry in the future.

Analysis of Business Model of Beauty Collection Store

Market development background of beauty cosmetics collection store

Under the background of Yan value economy, the market scale of cosmetics industry has grown steadily.

The "14th Five-Year Plan" defined the brand creation action of China, and proposed to protect and develop Chinese time-honored brands, enhance the influence and competitiveness of independent brands, and take the lead in cultivating high-end brands belonging to China in the consumer fields such as cosmetics, clothing, home textiles and electronic products. The future development prospects of the cosmetics industry can be expected. In 2020, China’s cosmetics market will reach 430.3 billion yuan. In the next three years, the overall market size is expected to maintain a stable and sustained growth of about 10% after the epidemic is repaired, and it will reach 600 billion yuan in 2023. As the largest category in the cosmetics industry, skin care products will account for about 55% of the market in 2020, and the growth rate will tend to be stable; In contrast, cosmetics, perfumes, men’s cosmetics and other sub-categories have greater growth potential.

The domestic cosmetics supply chain has gradually matured.

The upstream of the cosmetics industry chain mainly includes raw material suppliers and cosmetics manufacturers who produce cosmetics raw materials and packaging materials. Cosmetic manufacturers mainly adopt two modes: independent production and OEM production. Most cosmetics companies don’t have independent production lines, and usually entrust foundries to produce finished cosmetics. Among them, new domestic brands adopt OEM mode for the sake of cost and new product listing efficiency. The rapid expansion of the cosmetics market and the rise of local brands have promoted the development of the domestic cosmetics OEM market. In recent years, with the gradual maturity of China’s cosmetics supply chain, head cosmetics foundries such as Northbell, Cosmeishi China and Shanghai Zhenchen have cooperated closely with many brands at home and abroad, and the market entry threshold of cutting-edge cosmetics brands has continued to decline.

Domestic cosmetics retail online and offline show a trend of integration, promoting the development of beauty collection stores.

In 1990s, international high-end cosmetics brands represented by L ‘Oré al and Lancome entered the China market, taking department store counters as the main channel, which gradually cultivated domestic residents’ awareness of cosmetics consumption and promoted the establishment of marketing awareness of domestic cosmetics industry. Around 2000, a group of regional distributors of foreign brands familiar with cosmetics operation skills began to establish their own domestic brands, and the embryonic forms of classic domestic products such as Marubi, Zirantang and Polaiya were born, which led to the development of traditional beauty collection stores with lower threshold and wider distribution. Around 2012, the growth rate of cosmetics industry was dragged down by weak macro demand, and the competition in offline channels intensified. Domestic and international brands touched the net one after another, and they developed with the help of two waves of dividends from traditional e-commerce and new media e-commerce. However, in recent years, with the high operating cost of e-commerce, the online traffic dividend has declined, high-end products have driven the counter-cyclical growth of the cosmetics industry, and the value of offline channels in terms of user experience and brand building has once again been valued. The channels have shown a trend of online and offline integration, and new beauty collection stores have emerged, driving the beauty collection store channel generate to show new growth vitality.

Traditional VS new business model of beauty cosmetics collection shop

The new beauty collection shop is more suitable for the needs and preferences of contemporary young consumers.

The target customers of the new beauty collection store are directed at young people, so the selection of products and the layout of scenes are all around young consumers who pay attention to experience and cost performance. On the one hand, the new beauty collection store is more tolerant of cutting-edge brands, and cooperates with many online celebrity beauty brands full of design and personality; On the other hand, the new beauty collection store provides consumers with high-value scenes that are convenient for social punching through very stylish store decoration, and at the same time adopts light BA mode to create free shopping space.

Industry insight of beauty collection store

The Driving Force for the Development of New Beauty Collection Store: Client

Consumer demand of new generation beauty users: pursuing scene experience

The business areas of offline channels such as beauty collection stores are mainly large business districts, which provide consumers with comprehensive and diverse cosmetic products through rich brand structure and product levels while satisfying convenience. On-site trial can help consumers fully feel the products in a one-stop shopping scene, and make purchase decisions that best meet their personal needs, and its strong experience attributes far exceed online channels. According to the survey data, nearly 70% of consumers choose to buy cosmetic products offline because they want to try them on the spot. Specifically, in terms of product categories, cosmetic tools, cosmetics and skin care products have the highest willingness to buy offline, and more than 90% of consumers have tried and bought these products offline. In addition, the offline purchase intention of perfume fragrance and sunscreen products has reached more than 80%.

Consumer demand of new generation beauty users: high acceptance of domestic products

Multiple factors, such as consumption upgrading and the rise of national tide, have jointly promoted the rise of local beauty brands. Many new brands have opened the market with product innovation and diversified marketing models, and achieved breakthroughs under the long-term strong brand effect of international brands. The new generation of beauty consumers, mainly young people, have a higher acceptance of new things, have a more personalized evaluation system in the choice of beauty consumption, are not obsessed with big names, and pay more attention to face value, efficacy, reputation and cost performance. According to the survey data, consumers have a high acceptance of domestic brands, and the proportion of consumers who tend to buy domestic traditional brands and emerging brands is over 40%. Another 34.3% of consumers have no obvious preference for domestic and foreign brands, and pay more attention to whether the products themselves are suitable for them.

Consumer demand of new generation beauty users: market gap of "sample economy"

Beauty product samples can make consumers invest lower trial and error costs when fully trying new brands or new products, and it is easier to make purchase decisions, so they can play a greater role in attracting new users and promoting formal dress purchase, and become an important marketing contact for brands. Samples usually reach consumers in the form of brand gifts and holiday suits, and there are few formal channels to sell samples separately in the market. The new beauty collection store captures the demand of the new generation of beauty users for sample products, and sells them as independent products in the store, which can not only attract passengers, but also generate revenue. According to the survey data, users who spend 300-500 yuan per month on cosmetics are most likely to be attracted by the samples, and then go to the new beauty collection store for consumption.

The driving factor of the development of new beauty collection store: brand end

Demand for offline channel expansion of emerging beauty brands: high operating cost of online traffic

The domestic e-commerce industry has entered a stage of rapid growth since 2010. With the mature development of e-commerce, more and more businesses are pouring into the online market, traffic competition is becoming increasingly fierce, e-commerce dividends are gradually declining, and market growth is slowing down. At present, the online platform channels are diversified, and the distribution of consumers is decentralized and the e-commerce traffic is fragmented, which makes it more difficult to obtain customers. Beauty brands, especially domestic emerging beauty brands, have been able to rise rapidly through online channels in recent years, but at the same time, they are faced with the problems of high online traffic cost and continuous increase in marketing and promotion expenses. Expanding offline sales channels and reaching consumers in multiple dimensions will become a breakthrough for beauty brands to achieve long-term development. The new beauty collection store provides a tonal matching channel for emerging beauty brands, which increases brand exposure. At the same time, on the basis of sales, it empowers the brand operation value of the channel. For example, H.E.A.T likes to provide data feedback for the brand, helping the brand to intuitively understand the consumer’s preferences and needs.

Demand for offline channel expansion of emerging beauty brands: the cost of opening independent stores offline is high.

With the rising real estate prices and labor costs in recent years, the cost of facade rent and employee expenses of single-brand beauty stores has increased, and domestic emerging beauty brands have taken on higher operational risks, especially in the initial stage of development and market grabbing. The channel model of beauty collection stores is conducive to reducing the pressure on funds, inventory and operation of emerging beauty brands. For overseas brands, the sales of brands in China are mainly based on the distribution agent model, and department stores or independent stores are mostly located in first-and second-tier cities. The distribution of offline channels in low-tier cities requires fixed costs and labor costs borne by dealers. The model of brand counters or independent stores is risky in the sinking market, and it is relatively difficult to reach. The model of beauty collection stores can alleviate the account period and inventory pressure of dealers to a certain extent, and at the same time meet the demand of consumers for overseas brands in the sinking market.

Demand for offline channel expansion of emerging beauty brands: traditional beauty collection stores have high entry barriers.

The purchasing mode of traditional beauty collection stores in China mainly includes consignment and distribution: under the consignment mode, the beauty collection stores adopt actual sales and settlement, and the goods are delivered directly by the brand; Under the distribution mode, the beauty collection store signed a batch sales order with the brand, and the ownership of the goods actually transferred. The traditional beauty collection store has obvious advantages in supply chain, stable channel sales, strong voice, high proportion of consignment mode, sales risk borne by the brand, and relatively long account period. At the same time, the traditional beauty collection store has a certain threshold for the purchase choice of emerging beauty brands because of the consideration of marketing. The purchase mode of new beauty collection stores is mainly one-time buyout, and the account period and supply discount are more friendly to the new brands of the country. On the other hand, the entry of new explosive products attracts consumers to the store, and also brings passenger flow to the new beauty collection store, realizing two-way empowerment.

The Driving Force for the Development of New Beauty Collection Store: Capital End

Players in the new beauty collection store have been favored by capital many times.

The format of the new beauty collection store keeps up with the changes in the new offline retail scene, and has become a "flow harvester" in major business districts with its strong appeal to young consumers. Therefore, it has received great attention from capital and has been frequently financed in recent years. Among them, Colorist, Plum Blossom and WOWCOLOUR have received several rounds of financing, and the financing scale has reached several hundred million yuan; In addition, rising stars such as NoisyBeauty, Hi Burning and Black Hole have also won the favor of well-known investment institutions such as Gaochun Venture Capital and Zhenge Fund. With the help of capital, the new beauty collection store industry has entered the stage of staking.

Market scale of beauty cosmetics collection store

The overall scale of the industry has grown steadily, and the proportion of new beauty collection stores has increased.

With the advantages of multi-brand operation and location close to consumers, the beauty collection store channel can help cooperative brands to effectively explore the market. Watsons, which is positioned in the mass market, and Sephora, which is positioned in the middle and high-end market, have gradually become the mainstream of domestic traditional beauty collection stores after years of deep cultivation, and their chain stores in China have driven the growth of the market scale of traditional beauty collection stores. Since 2019, domestic new beauty collection stores have started to develop, and innovative brands represented by colorists and plum blossoms have emerged one after another, which has had a certain impact on traditional beauty collection stores. At present, the new beauty collection store industry is in transition from the embryonic stage to the stable development stage. In 2020, the domestic new beauty collection store will account for 7.6% of the total beauty collection store market, and its market share is expected to increase to 15.8% in 2023, and the market size is expected to reach 13 billion yuan.

Industry atlas of beauty cosmetics collection shop

The beauty collection store industry is scattered and there are many players.

The head players of traditional beauty collection stores mainly include Watsons, a chain brand of beauty cosmetics and daily chemicals, and Sephora, which focuses on high-end selected brands in Europe and America and its own brands. The new beauty collection store is represented by the colorist under KK Group, WOWCOLOUR under the famous products and the plum originated from online. Colorists and WOWCOLOUR focus on cost-effective domestic and foreign beauty brands, opening hundreds of stores all over the country; Huamei and Heikong mainly sell overseas big-name and niche brands, positioning high-end, and mainly opening street stores in first-tier and new first-tier cities. Other players’ stores are more regional and smaller in scale, and their brand positioning is different. NOISYBeauty, Dongdian West Point and other players cut into the track from the sinking market.

Beauty cosmetics jihe branch industry concentration degree

Many players in beauty collection stores adopt differentiated strategies to cut into the market, and the industry tends to be integrated.

Players in the beauty collection store industry can be divided according to players’ background, brand positioning and store area. In the background of players, it can be divided into independent new brands, retail brand incubation and department store incubation, and the beauty collection stores incubated by the group may be supported in terms of capital and supply chain; In terms of brand positioning and store area, the brand stores located in the high-end niche are mainly large stores, while the players located in the cost-effective and sinking market mainly operate medium-sized stores. In terms of industry structure, the traditional beauty collection store industry developed earlier and the market concentration was higher, while the new beauty collection store is still in a period of rapid development. In the future, head players are expected to gradually increase their market share through industry integration.

Core competitive elements of new beauty cosmetics collection store

The core competitive advantages of the new beauty collection store are embodied in three aspects: people, goods and market

In order to maintain benign operation and enhance differentiated advantages, the new beauty collection store needs to optimize the service quality and professionalism of the store BA in terms of "people", and requires the management team to be forward-looking in important decisions such as selecting products and opening stores. In terms of "goods", the new beauty collection store needs to match the consumer’s demand preferences to the greatest extent in brand selection, and enhance the interaction with consumers through diversified marketing activities; Improve the supply chain capacity and quality, ensure the regularity of goods, improve the turnover efficiency and control the inventory water level. In terms of "field", new beauty collection stores are usually located in popular areas with dense traffic in key cities, while paying attention to convenient transportation and location in business districts, such as subway floors, escalators or the most conspicuous places near entrances and exits; The decoration style in the store has a strong sense of design, and at the same time, the long-term appeal to consumers is enhanced through regular adjustment of decoration and shelves.

Prospect of the future trend of beauty cosmetics collection store

Long-term challenge of new beauty cosmetics collection store

The long-term profit model needs to be verified: low customer unit price and low efficiency.

At the same time of large-scale expansion, the long-term profitability of the new beauty collection store still needs to be verified by the market, and its uncertainty is reflected in many aspects: in terms of passenger flow scale, the new beauty collection store attracts the first batch of young consumers in the city to punch in with its design-conscious store decoration and novel scene experience, but after the novelty gradually ebbs, it still needs stores to give full play to their advantages in product selection to maintain the sustainability of passenger flow; In terms of pallet structure, stores may optimize the store model by increasing the proportion of high-margin products such as cosmetics, niche brands and exclusive agency brands, but it is still uncertain whether the low-margin products and the passenger flow attracted by samples can be converted into the purchasing power of high-margin products; In terms of expenses, the location of new beauty collection stores is usually located at no cost to attract passengers and make positioning. The high rental cost for this purpose is also one of the main reasons for the low efficiency and difficulty in making profits.

Price advantage impact of other channels such as online and duty-free shops.

According to the survey data, 42.2% of the consumers who choose to shop in the new beauty collection store said that one of the main reasons is that the product prices of the new beauty collection store are cheaper than those of department stores and online official stores. Compared with the official channels where there are few discounts except shopping festivals and live broadcast rooms, the price of the new beauty collection store does have certain advantages intuitively. However, the rise of the domestic duty-free market has a certain impact on the price advantage of new beauty collection stores, even without considering the activities such as sample giving and point redemption through official channels. Take HARMAY as an example. The retail price of 30ml Hailan Mystery Essence Cream is 1292 yuan, which is 15% off the official price, while Sanya International Duty Free City is priced at only 1180 yuan. Due to the great difference in pricing between international brands at home and abroad, the pricing of Taobao Haitao purchasing stores is mostly around 800 yuan. In contrast, the price advantage of the new beauty collection store is not obvious, and it is difficult to attract price-sensitive consumers for a long time.

The opaque supply of goods and the stricter regulatory environment will make the continuous supply of products face uncertainty.

At present, the supply channels of new beauty collection stores in China mainly include: 1) purchasing in large quantities through department store counters, usually obtaining some price discounts and tying a large number of samples; 2) through the purchase of dealers or agents, merchants specializing in wholesale samples have also been formed in the process of industry development; 3) Secondary sales of large hotels, mainly care and fragrance products; 4) A small number of beauty collection stores are authorized by brands to directly purchase products, which are mainly authorized by small and medium-sized overseas brands and domestic brands, and most products are not directly authorized by brands. In addition, some new beauty collection stores take sample products as an important drainage method, which has the problem of opaque supply. With the introduction of relevant national regulatory policies and the requirements of retail platform specifications, beauty collection stores with samples as their selling points may adjust their procurement channels, and there is some uncertainty in the continuous supply of products.

Future trends of new beauty cosmetics collection stores

The operation mechanism of the big store model is healthier

At present, the operation types of new beauty collection stores in China mainly include small stores and big stores. Small-store model is conducive to expanding the market in the early stage, but the speed of opening stores is too fast, and there is a mismatch between the customer quality of some stores and the positioning of new beauty collection stores, especially in the case of limited brand building and supply chain management capabilities, consumers are not sticky enough, which affects the sales and profitability of stores and leads to the closure of stores. Comparatively speaking, the location of large stores with an area of 500 square meters or even more than 1,000 square meters is usually the landmark core business district of the city. The business district has its own high passenger flow, rich SKUs in stores, better shopping scene design experience, better floor efficiency performance of stores, and it is not easy to close stores. The "one city, one store" big store model will become an important development direction of the new beauty collection store industry in the future.

Category and brand structure tend to be diversified, and the pallet structure is optimized.

The early product layout of domestic new beauty collection stores mainly focused on make-up, which attracted consumers to enter the store to try on makeup and achieved the purpose of drainage. However, cosmetic products generally have a long use cycle and low consumption frequency, which affects product repurchase. According to the survey data, only 15.8% of users said that they bought makeup most frequently in different categories of cosmetics, while the proportion of users who chose to buy skin care products most frequently was as high as 60.1%. As a fast-growing category, the domestic demand of perfume is gradually increasing, which makes the selection strategy of new beauty collection stores inclined. The new beauty collection store will gradually adjust the category structure and increase the proportion of skin care products and perfume products. In terms of brand types, the new beauty collection store has relatively strong bargaining power and higher gross profit for domestic cutting-edge brands and overseas niche brands, and will become the future development direction of the new beauty collection store.

Original title: China Beauty Collection Store Industry Report in 2021

　　There is still more than a month.

　　Chinese New Year is coming!

　　I hope to lift the ban and set off fireworks and firecrackers

　　More and more voices.

　　recent days

　　Guangdong issued fireworks and firecrackers in many places.

　　Guangzhou

　　Huadu district: fireworks and firecrackers are not allowed in these areas.

　　A few days ago, Huadu District issued a notice delineating the scope of the area where fireworks and firecrackers are prohibited. The notice shall come into force as of the date of issuance and shall be valid for 5 years.

　　No fireworks area:

　　Swipe up to read

　　The following villages (communities) around Baiyun International Airport: Guangya Street Guangtang Village, tuanjie village, Huashan Town Donghu Village, Xiaobu Village, Pingdong Village, Pingshan Wei Village, Luochang Village, Huadong Town Tianhe Village, Jiuhu Village, Fenggang Village, Sanfeng Village, Jiuyi Village, Promotion Community, Xiangshan Village, Nanxi Village, Shanxia Village, Yong Guang Village, Datang Village and Qizhuang Village.

　　Huadu District Xinhua Street, Huacheng Street, Xiuquan Street, Xinya Street and Timian Town, and the central city of Shiling Town (the area east of Shiling Avenue and west of China Southern Airlines Avenue, south of Shanyou Tourist Avenue, east and north of Shiling Viaduct of Xuguang Expressway).

　　At the same time, Huadu District will publicize the list of 48 fireworks and firecrackers retail stores (points) that will meet the site selection requirements. The list is as follows:

　　Swipe up to read

　　Panyu district: fireworks and firecrackers can be set off in time-limited areas.

　　Recently, the Emergency Management Bureau of Panyu District, Guangzhou released information, and Panyu District has formulated the Planning Plan for Distribution of Fireworks and Firecrackers Retail Operation in Panyu District, Guangzhou.

　　There are 27 fireworks retail stores planned in Panyu, including 4 in Xinzhao Town, 7 in Hualong Town, 10 in Shilou Town and 6 in Shiqi Town, all of which are specialized stores, and the business license is valid for 2 years.

　　It is reported that the licensed business hours of fireworks and firecrackers retail stores are: December 21 to January 15 of the lunar calendar (including the Spring Festival and Lantern Festival) and April 25 to the seventh day of May of the lunar calendar (including the Dragon Boat Festival). Business scope: only C and D fireworks and firecrackers are allowed, and A and B fireworks and firecrackers are strictly prohibited.

　　Nansha District: Fireworks and firecrackers can be set off in time-limited areas.

　　The People’s Government of Nansha District recently issued the Notice on Delineating the Area of Prohibiting and Restricting Fireworks and Firecrackers in Nansha District, which will come into force as of the date of issuance and will be valid for 5 years.

　　The circular made it clear that fireworks and firecrackers are prohibited throughout the year in Nansha Street and Longxue Street, and in Xiaohu Island and Shazai Island in huangge town.

　　Nansha District is a restricted area where fireworks and firecrackers are not listed. It can be set off on the whole day of Lunar New Year’s Eve, the first day and the second day of the first month, the third day of the first month to the fifteenth day of the first month, the Dragon Boat Festival and the Mid-Autumn Festival from 7: 00 to 24: 00, and it is forbidden to set off at other times. Class C and D personal fireworks can be set off, and Class A and Class B fireworks and lanterns are strictly prohibited.

　　Zengcheng District: Fireworks and firecrackers are prohibited in these areas.

　　The Notice of Zengcheng District People’s Government on Setting a Zone Prohibited from Fireworks and Firecrackers in Zengcheng District, issued by Zengcheng District, will come into effect on January 1, 2024, with a validity period of five years, and it is clear that fireworks and firecrackers are prohibited in the following areas: from the east to the west bank of Zengjiang River, from the south to Jiguang Expressway, from the west to the Pearl River Delta Ring Expressway, and from the north to the north of Guangshan Highway; Within the core area of Zengcheng Economic and Technological Development Zone.

　　Zhuhai Jinwan

　　Recently, the Zhuhai Economic and Technological Development Zone Management Committee of Jinwan District People’s Government of Zhuhai issued a notice on the safety management requirements for setting off fireworks and firecrackers in 2024. The requirements are as follows:

　　Set a no-discharge zone in Jinwan District (Development Zone), and fireworks and firecrackers are strictly prohibited at any time in the no-discharge zone. No discharge area:

　　Swipe up to read

　　According to the relevant provisions of "Safety and Quality of Fireworks and Firecrackers", the types of fireworks and firecrackers that are allowed to be discharged by businesses and individuals in non-prohibited discharge areas are Class C and Class D.

　　Foshan Gaoming

　　In the Spring Festival of 2024, fireworks and firecrackers can be set off in Gaoming District. The reporter was informed that Gaoming District has studied and organized the implementation of a new round of fireworks and firecrackers business (retail) distribution planning, and initially plans to distribute 11 fireworks and firecrackers sales points in the whole district to meet the needs of citizens to set off fireworks and firecrackers on holidays.

　　The relevant staff of the District Emergency Management Bureau also revealed that the layout plan is as follows: lotus town Street, yanghe town and Genghe Town each set up three fireworks retail outlets, and Mingcheng Town set up two fireworks retail outlets, with a total of 11 fireworks sales outlets in the whole region. The specific layout and implementation of each retail point will be the responsibility of the town (street) emergency management department. The planning period is 2 years. After the expiration of 2 years, the relevant departments of the district will plan and set up fireworks retail outlets according to the actual situation.

　　Humen, Dongguan

　　The People’s Government of Humen Town, Dongguan issued an open letter to the general public on safety precautions in the field of fireworks and firecrackers, which mentioned:

　　Humen Town is a restricted area for fireworks and firecrackers. The restricted time is from Lunar New Year’s Eve to the first day of the first month, from the second day of the first month to the fifteenth day of the first month, and from 6: 00 to 23: 00 every day on Tomb-Sweeping Day, Dragon Boat Festival and Double Ninth Festival. Fireworks and firecrackers can be set off at other times.

　　Swipe up to read

　　Jiangmen Kaiping

　　The Kaiping Municipal People’s Government recently issued a notice on the delineation of areas where fireworks and firecrackers are prohibited, and fireworks and firecrackers are prohibited throughout the year within the no-burn area. The notice will come into force on January 1, 2024 and will be valid until December 31, 2028.

　　The red line of the fireworks and firecrackers no-burn zone is defined as follows: from Zhenhua in the east, from Donghuicheng in the west, from Jingtou in the south, and from Dongle Village in the north, including Xianglong area, some areas of Jingtou community and bridges and roads connecting the no-burn zones.

　　Outside the red line of the no-burn zone, within the administrative area of Sanbu Sub-district Office and Changsha Sub-district Office, completed and newly built residential quarters with closed management in the future are included in the no-burn zone.

　　Fireworks are beautiful.

　　But you should also pay attention when setting off.

　　Fire safety and personal safety!

　　Comprehensive Southern News Network, Guangzhou Daily and Emergency Management Department

　　What, someone won the lottery and donated 5 million?

　　# 219 million in the men’s two-color ball donated 5 million #

　　Chong chong re sou

　　As we all know, under normal circumstances, the lottery prize is capped at 5 million, and just recently, someone actually donated a "first prize" for public welfare! Such a big deal is Mr. Li, a lucky man in Guangxi who just took away "two small goals" on the morning of October 24.

　　Things should start with the lottery of China Welfare Lottery No.2022120 on the evening of October 20th. In the current period, there were 43 first prizes in the country, with a single prize of more than 5.48 million yuan, of which Guangxi won 40 bets! Moreover, the first prizes of these 40 bets are from betting station No.45010316 and betting station No.45016072 in Litang Town, Binyang County, Guangxi Province, with 20 bets in each station, and the betting method is single bet and 20 times bet! In other words, the 40-note prize belongs to two lottery tickets, and each lottery ticket only costs 40 yuan, winning 109.7 million yuan respectively! Both betting stations are located in Litang Town Department Store, Binyang County.

　　According to past experience, the same betting method, betting station in the same place and winning the grand prize in the same period will often be won by the same person. For example, the 565 million double-color ball that we won in Xinchang, Shaoxing, Zhejiang Province was bought by the lucky ones at two betting stations. This prize, which ranks second in the lottery history of China, was awarded in the No.11086 issue of the two-color ball on the evening of July 26th, 2011. The prize of 5.14 million with 110 bets was won in Zhejiang, which came from three lottery tickets sold by two betting sites in Xinchang County, Zhejiang Province. Two of the lottery tickets selected two bets with the same number and made 25 times bets respectively. The ticketing time was about 1: 50 pm on the day of the lottery, only 34 seconds apart, and the serial numbers were connected. In addition, there are 10 first prizes from another Fucai betting station about 1 km away. The winning lottery will bet 10 times on the number of one note, and the ticketing time will be 5: 30 pm on the same day. Finally, the grand prize winner appeared to redeem the prize, confirming that all three tickets were from one person, and won a total of 565 million grand prizes for the two-color ball!

　　As expected, the first prize of Guangxi’s 40 notes was also won by one person. On the morning of October 24th, Mr. Li received a pre-tax cash check of 219 million yuan from Lan Ting, secretary and director of the General Party Branch of Guangxi Welfare Lottery Distribution Center, and donated 5 million yuan on the spot to entrust Guangxi Welfare Lottery Center for public welfare.

　　Mr. Li is a big fan of welfare lottery. More than ten years ago, he began to buy Fucai two-color ball lottery tickets. After four or five years, he didn’t win the grand prize. So Mr. Li considered changing a betting method and selected a group of numbers that were pleasing to the eye to start chasing the number. However, "most of them didn’t win, and occasionally they won dozens of pieces." Because of his hobbies and family members’ no objection, Mr. Li also had a normal heart about not winning the prize. "The money invested is acceptable, mainly to buy a hope."

　　On October 20th, he passed a lottery betting station in Litang Department Store, Binyang County, Guangxi, and bought three lottery tickets in 160 yuan. At that time, Mr. Li played a 20-fold lottery ticket on a betting machine in the betting station. Before long, he felt that this group of numbers was very "heart-warming". When he went forward to play the ticket, the salesman was busy helping another lottery buyer to redeem the instant lottery prize, so another salesman helped him to play the same group of 20-fold lottery tickets on another betting machine in the station. Unexpectedly, these two lottery tickets actually won 109.7 million yuan each! Mr. Li said that this group of numbers, that is, the multiples bought in the last three periods, were more than expected to be so lucky. In addition, he also chose a "6+2" small double-color ball lottery, and won the 100 yuan Prize.

　　On the evening of October 20, Mr. Li went to sleep before the current two-color ball lottery. It was not until the morning of the 21st that he brushed his mobile phone that he realized that Litang Town had won the first prize of 40 times the two-color ball. At first glance, it was the group number that he had kept for many years! I stayed up all night that day. On the morning of the 22nd, Mr. Li took a bus to Nanning and found a hotel to stay. "They are all sleeping in the hotel, afraid to go out and lose the lottery." He said.

　　Unlike most grand prize winners, Mr. Li was very calm after winning the prize. "I didn’t tell my wife and children that they were too bloated and wouldn’t work or work hard in the future." At present, Mr. Li’s family and friends don’t know that he won the grand prize. As for the use of this bonus, Mr. Li said that he hasn’t thought about it yet, and he will slowly plan how to use it. After visiting Guangxi Welfare Lottery Culture Exhibition Hall, Mr. Li deeply realized that part of the funds for purchasing lottery tickets were used for public welfare undertakings such as "helping the elderly, helping the disabled, saving the orphans and helping the poor", so he decided to donate 5 million yuan from the prize money and entrust Guangxi Welfare Lottery Center for public welfare undertakings.

　　Comprehensive: Guangxi Welfare Lottery Distribution Center website, Zhejiang Fucai

Source: Guizhou Radio and Television Station

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