苏州水磨店推荐

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.

-　

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.

From March 14th to 17th, 2024, the 2024 China Household Appliances and Consumer Electronics Expo (hereinafter referred to as AWE 2024) with the theme of "Smart Technology, Creating Life" will be held in Shanghai New International Expo Center.

This AWE 2024 will focus on three key words: "technology", "innovation" and "intelligence", which will not only bring together the most cutting-edge scientific and technological achievements in the industry, but also show how these achievements deeply influence and improve people’s daily lives.

As a brand of scientific life in the field of home storage and personal products management, Genyuan has always adhered to the brand concept of design innovation and technology-driven, aiming at providing global solutions and products for storage, storage, care and management of various homes or products.

In this AWE event, Genyuan will present products including Genyuan smart sports bag, Genyuan clothes care machine, Genyuan smart shoe cabinet, Genyuan lantern deodorizer, Genyuan shoulder bag and heavy new concept machine, bringing visitors an experience journey of perfect integration of technology and life.

For example, Genyuan’s smart sports bag can effectively decompose the sweaty odor and bacteria on shoes and clothing equipment after sports travel, and support HarmonyOS Zhilian to intelligently adjust the odor removal mode; The intelligent shoe cabinet can automatically adjust the storage environment according to the material and humidity of the shoes to ensure that the shoes are kept dry, sterilized and odorless; The clothes care machine adopts the unique technology of fumigation, which purifies the wardrobe circularly and makes the clothes storage environment healthier.

As one of the heavy products of Genyuan Technology, intelligent sports bag is more suitable for multi-equipment nursing sports travel scenes, such as boxing/badminton/golf/tennis/rugby and other equipment sports. This sports bag not only has multiple purification functions, such as waterproof, sterilization, deodorization, warehouse care and so on, but also incorporates HarmonyOS induction. When the mobile phone is close to the bag, it can quickly sense the pop-up program, adjust the working state in real time, and send a reminder to the user through the mobile APP, so you don’t have to worry about the sour smell and mildew caused by the clothes and equipment not being taken out of the bag in time after exercise.

In addition to the high-profile smart sports bag, there are also MINI models of the same series and the upcoming Tote bag. All of them have the basic functions of sterilization and odor removal, shoes and clothes storage, HarmonyOS Zhilian, waterproof and so on; The smart sports bag MINI has a smaller body and is suitable for sports travel scenes with light or little equipment, such as fitness yoga/city cycling/short-distance travel and other light sports; Genyuan tote bag has both sports and leisure and daily commuting, with moderate capacity and computer interlayer, so it can be easily handled whether carrying sports equipment or daily necessities.

In addition, Genyuan also brought a new concept machine of Homie series for the first time. This new product is a professional equipment care product for deep sports enthusiasts. Homie series emphasizes that intelligent technology and good equipment are the same as partners. On the basis of sterilization, deodorization, waterproof and intelligent control, it adds intelligent drying and warm-keeping functions, automatically adjusts the temperature for different scenes, ensures the equipment is fresh and hygienic, and makes users more comfortable in sports and travel.

Genyuan Technology’s product lineup not only shows its innovative strength in the field of intelligent storage and equipment care, but also reflects its profound insight and comprehensive satisfaction of user needs.

For more cutting-edge technologies and innovative products, welcome to visit Hall E1 -1H61 of Shanghai New International Expo Center to enjoy the life experience of intelligent technology with Genyuan, and jointly explore more intelligent and convenient life solutions brought by technology.

　　□ Tadpole Jun

　　From spring to summer, fruits from all walks of life come as scheduled. If someone says at this time, you may not eat fruit. Do you believe it? However, some people really get sick because they can’t eat fruit, and some even have symptoms of unconsciousness and nonsense. What’s going on here?

　　Maybe you should know how to eat fruit.

　　"Eating litchi will get angry" is common sense?

　　Recently, litchi has been on the market. Many people love litchi and know the saying: "One litchi has three fires." Because eating too much litchi will really make you feel thirsty, and in severe cases, there will be oral ulcers, so people usually think that "eating litchi will really get angry."

　　In fact, eating too much litchi will cause dry mouth or oral ulcer, not because of excessive internal heat. The main reason is that litchi is a high-sugar fruit. High sugar will make your mouth in a hypertonic state, which will make you feel thirsty. At the same time, because litchi pulp is easy to plug in the teeth, high-sugar residues will also bring nutrients to bacteria in the mouth, leading to a large number of bacteria proliferation, causing oral ulcers, and even accompanied by symptoms such as gingival inflammation and swelling and pain.

　　In addition, excessive consumption of litchi can also lead to "litchi disease".

　　The main clinical manifestations of "litchi disease" are hypoglycemia, accompanied by symptoms such as pallor, dizziness, palpitation, hunger, sweating and fatigue. This is because litchi contains a lot of fructose, and it takes some time for fructose to enter the body and be converted into glucose. Insulin starts to consume glucose in the blood after eating litchi, and eating too much litchi increases satiety and affects the intake of other foods, resulting in hypoglycemia.

　　If you have mild symptoms such as dizziness, fatigue and sweating after eating a lot of litchi in a short time, you can take glucose water or white sugar water first, and then go to the hospital in time.

　　Therefore, doctors will suggest that adults should not consume more than 10 lychees a day, and 5-6 lychees are enough for children. Don’t eat too much.

　　Eating sugar cane without drinking water, almost insane?

　　During the Spring Festival last year, it suddenly became popular to eat sugar oranges. It was reported that a short video anchor showed off a basket of sugar oranges bought by her mother and ate them all, but he was delirious and was taken directly to the hospital.

　　Not long ago, another news about mental disorder caused by eating oranges and sugar cane was hotly searched: a 40-year-old long-distance truck driver in Huizhou City, Guangdong Province, ate a lot of sugar cane every day for a week to quench his thirst. As a result, he was delirious and had symptoms of gibberish. His family rushed to the hospital for treatment. Fortunately, due to timely treatment, the man was fine.

　　According to the doctor’s description, the man suffered from the above symptoms due to eating a lot of high-sugar fruits, insufficient drinking water during long-distance running, and excessive loss of water in his body, which led to his body being in a state of high sugar and hyperosmotic.

　　The so-called hyperglycemic hyperosmotic state refers to the syndrome that the blood sugar is greater than 33.3mmol/L, accompanied by high plasma osmotic pressure and severe dehydration without obvious ketosis tendency. Hyperglycemia and hyperosmotic state is also called nonketotic hyperosmotic diabetic coma in clinic. It refers to the patient’s body is under stress, and the insulin secretion in the body is relatively insufficient. At this time, the insulin anti-regulation hormone secretion is greatly increased, and the liver sugar is released rapidly, resulting in severe hyperglycemia. Hyperglycemia leads to hypertonic hyperglycemia, which will lead to mental abnormality, which is also one of the serious acute complications of diabetes, and even has the risk of death.

　　This kind of emergency usually requires a lot of fluid replacement, intravenous application of insulin and sedatives and other rescue and treatment measures. Therefore, doctors remind "sugar friends" that the daily intake of fruits and types should be strictly cautious. Once symptoms such as dry mouth, excessive drinking and emaciation appear, blood sugar changes should be monitored in time.

　　Distinguish between "high sugar" and "low sugar"

　　Fruit is obviously beneficial to the human body, but why does it hurt the body?

　　Based on the problem of sugar content, let’s first get a general understanding of the classification of fruits and how we should "eat fruits scientifically".

　　Fruits can be divided into low-sugar fruits and high-sugar fruits. Low-sugar fruit refers to the fruit with less than 10 grams of sugar per 100 grams of fruit. Including lemon, watermelon, orange, grapefruit, peach, plum, apricot, loquat, pineapple, strawberry, cherry, cucumber, tomato, etc., the lowest sugar content is lemon; High-sugar fruits refer to fruits with a sugar content of more than 10 grams per 100 grams of fruits, and can be divided into the following two categories: fruits with a sugar content of 11-20 grams per 100 grams of fruits, including bananas, pomegranates, melons, oranges, apples, pears, grapes, lychees, mangoes, etc. Fruits with sugar content higher than 20g per 100g of fruit include persimmon, cantaloupe, winter jujube and hawthorn.

　　Research shows that the sugar content in sugar orange is about 10%-11%, that is to say, every 100 grams of sugar orange contains about 10-11 grams of sugar. The sugar content of sugarcane is even higher, which is 17%-18%. Therefore, both of them are high-sugar fruits.

　　How to eat fruit scientifically?

　　In fact, the sugar mentioned here is mostly sucrose, glucose, fructose, etc. This kind of sugar is easily digested and absorbed by the body, so people’s blood sugar will increase significantly in a short time after eating. Therefore, how to grasp the amount, time, types of fruits and ways of eating is very knowledgeable.

　　So how do you eat fruit?

　　The first is to grasp the time of delicious fruit. Generally speaking, it is better to eat fruit between two meals (such as 10 am or 3 pm), so as to avoid overloading the pancreas with too much carbohydrates at one time. Generally speaking, it is not recommended to eat fruit immediately before or after meals.

　　The type of fruit you eat should also be selected according to your physical condition. For example, if people with sugar control needs (diabetics), they should choose fruits with relatively low sugar content and slow blood sugar increase; If you are hypoglycemic, you can eat more high-sugar fruits to supplement your body’s sugar. For details, please refer to the above fruit classification.

　　The second is the amount of fruit eaten. No matter how delicious the fruit is, it should be controlled. Don’t stop eating it. According to the Dietary Guidelines for China Residents published in 2021, the specific values of fruit intake of each age group are as follows: the intake of children aged 1-3 is 100-150g/day; The intake of children aged 4-6 is 150g/day; The intake of children aged 7-10 is 150-200g/day; The intake of children and adolescents aged 11-14 is 200-300g/day; The intake of teenagers aged 14-17 is 300-350g/day; The intake of adults over 18 years old is 200-350g/day; The intake of the elderly over 65 years old is 200-300g/day. Eating properly according to this amount should be relatively healthy.

　　Finally, the way to eat fruit is suggested not to juice as much as possible, and it is better to eat fresh fruit directly. After the fruit is squeezed into juice, on the one hand, many nutrients will be lost during the juicing process, for example, vitamin C will be destroyed by oxidation, and on the other hand, a lot of dietary fiber and minerals will be wasted if the pomace is lost. So drinking juice looks healthy, but it’s not.

　　Of course, the most important thing to remind everyone is that everything should adhere to the principle of moderation. This should be the secret of staying healthy forever.

　　(Source Tadpole Staff)

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

Affected by the latest tone of the Politburo meeting, real estate stocks are boiling collectively.

After the market opened on July 25th, the real estate development sector continued to strengthen, with Rong Sheng Development, Jinke and Zhongnan Construction increasing daily, while Dima, Huayuan Real Estate, Tianfang Development, gemdale, Binjiang Group, Caixin Development, Xincheng Holding, Poly Development, Huafa and SIC were among the top gainers, while only one of the sector’s constituent stocks declined slightly.

In terms of Hong Kong stock real estate, Longhu Group increased by as much as 21.92%, Country Garden Service increased by 21.32%, Hejing Taifu Group increased by 17.58%, New Town Development increased by 16.54%, Longguang Group increased by 15.94%, Country Garden increased by 15.87%, New Town Yue Service increased by 14.65%, Zhongjun Group Holdings increased by 14.10% and Agile Group increased by 13.88.

The real estate-related industrial chain has also been boosted, with stocks such as Goodwife, Piano, Zhibang Home and Wrigley Home in the home sector trading daily; The building materials sector also showed positive performance, with Zhengyuan shares and Bunny trading daily, and Oriental Yuhong approaching the daily limit.

Such rare fervor of real estate stocks stems from the latest tone of the the Political Bureau of the Communist Party of China (CPC) Central Committee meeting on real estate.

On July 24th, the Politburo meeting pointed out that it is necessary to effectively prevent and resolve risks in key areas, adapt to the new situation in which the supply and demand relationship in China’s real estate market has undergone major changes, adjust and optimize real estate policies in a timely manner, and make good use of the policy toolbox because of the city’s policy, so as to better meet the rigid and improved housing needs of residents and promote the stable and healthy development of the real estate market. It is necessary to increase the construction and supply of affordable housing, actively promote the transformation of urban villages and the construction of "flat and emergency dual-use" public infrastructure, and revitalize all kinds of idle real estate.

Compared with previous Politburo meetings, this meeting has adjusted the latest situation judgment of the real estate market: the relationship between supply and demand in the real estate market in China has undergone major changes, and it is first proposed to adjust and optimize the real estate policy in a timely manner, and change "supporting" the newly changed demand into "better meeting".

The major change in the industry situation means that the property market has stepped into a flat or even depressed situation from the high state in the past few years. According to the data of Ping An Securities, the property market transaction has been weakening since the second quarter. In June, the sales of commercial housing fell by 18.2% in a single month. In the medium and long term, with the slowdown of urbanization rate, the per capita living area of cities and towns has been greatly improved, and the potential demand is also under pressure.

Ping An Securities said that the domestic real estate market has once again entered a new stage after experiencing "demand exceeds supply" to "structural demand exceeds supply". The meeting pointed out that the real estate policy should be adjusted and optimized in a timely manner, and the demand-side policy optimization such as restricting loans and purchases in short-term key cities is worth looking forward to because the city makes good use of the policy toolbox to better meet the rigid and improved housing needs of residents.

Huatai Securities also said that the "new" real estate situation is aimed at the "old" situation that the market demand exceeds supply for a long time in the past, which led to the continuous rise of house prices, so it is necessary to "live and not speculate". At present, the real estate market has returned to decline after a short period of repair. In the first half of 2023, the sales area and sales amount of commercial housing were -2.8% and +3.7% respectively, and house prices rose first and then fell. In June, the prices of new and second-hand houses in 70 cities were -0.1% and -0.4% respectively.

"It is precious and timely to readjust the real estate industry at the current time." Huatai Securities said that in the past 22 years, a total of 835 relaxation policies have been introduced in various places. Since the first quarter of 2023, the pace of relevant policies has obviously slowed down. After the meeting of the Political Bureau, the policies of key cities are expected to be gradually optimized, such as the relaxation of policies such as restricting purchases, loans and sales, and recognizing housing and loans in core cities.

Yan Yuejin, research director of Yiju Research Institute, believes that the surge in real estate stocks on the 25th fully demonstrates the market’s absorption of the spirit of the Politburo meeting, and also reflects the positive adjustment expected by the market. Some enterprises with debt problems or operating pressures also showed relatively high stock performance, indicating that the impact of the Politburo meeting was comprehensive and universal, and the expectation of continued loose policies in the real estate sector was significantly enhanced, and macroeconomic and real estate expectations continued to improve in the second half of the year.

It is worth noting that the Politburo meeting also mentioned the transformation of villages in cities, which is considered to be an "important part" of the new real estate model.

The industry believes that the transformation of villages in cities is an inevitable choice to repair domestic demand and consumption potential, which will help to build a new model of renting before buying, gradually let new citizens upgrade their housing consumption, and create conditions for the sustainable development of the commercial housing market. The policy not only drives some construction opportunities, but also gives birth to a large number of business opportunities for operational services, which is beneficial to enterprises with comprehensive asset operation capabilities.

Huatai Securities said that it is necessary to pay attention to the detailed rules of each city in the future. Local state-owned assets with resource advantages will give priority to this policy, and they are optimistic about cities with abundant supply flexibility and high-quality housing enterprises with sufficient value and replenishment ability in mainstream cities.

Editor-in-Chief: Qin Hong

Text Editor: Yang Rong

Author: CBN

Source of the title map: upper view of the title map

Photo editor: Yong Kai

　　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.

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

More than "big items"

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

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

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

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

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

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

Grouping proposition

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

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

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

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

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

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

Cover image source: unsplash

In the 15th round of the French Lixion, Paris, who fought away, pulled three goals in a row first, and finally defeated Saint Etien with 3-1, scored 3 points. But after the game, many fans of Paris are not happy, because the superstar Neymar in their team is seriously injured, and he will be absent from 6-8 weeks. Neymar’s curtain performance in 2021. When everyone was still regretting Neymar, the Spanish "World Sports News" recently broke out a controversial news, and the wind direction of the fans has gradually changed from blessings to criticism!

At 10 o’clock in the middle of the night on November 29th, Beijing time, Spain’s well -known media "Daily Sports News" broke the news that Neymar was immediately treated with a brief treatment after being injured and leaving the scene. Participants listened to music, smoking smoke, and playing poker together. They kept carnival until 6 o’clock in the morning. And singer JOTTAPE also posted a photo of the two on social media early in the morning, which has also become the best evidence of the matter!

After seeing this news, many of the fans who were still worried about Neymar turned their faces directly and began to severely criticize the Brazilian foot on the Internet. Some fans left a message: "I was very distressed by Neymar. Now seeing this news, I can only say that it deserves it. Perhaps he wants to participate in the party more than the stadium." And the fans said: "After all, the fans said:" After all, the fans said: "After all It is a Brazilian, you can understand. The examples of Xiaoluo and Ade are all in front. "However, some fans made suggestions for Neymar:" I hope he will learn more from the elder brother Alveis and extend as much as possible as possible. In his career, if he retire early, it is a huge loss for Brazil and fans! "

In fact, there has been no interruption on the lace news of Neymar’s field. He loves to visit the nightclub and likes to open the party. It is almost well known in the Paris team. His swaying behavior has also recruited a lot of doubts, but Neymar disagreed with this. He had publicly recovered the reporter at the press conference: "Why can’t I go to the nightclub? You will definitely live like me like this. I will go to the nightclub in the future. I think this is not a problem! "

In the season, Neymar played 14 games for the Paris team, contributed 3 goals and 3 assists, creating a new low since landing in Ligue 1. This "third person in the world" that was once inferior to Mero, if he could not focus all of his attention on football, then his career would be missed with the Golden Globe.