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Domestic beauty cosmetics have found a new "high sense"

Title map | vision china

In 2018, a set of lipstick in the Forbidden City became a hot topic. It makes Chinese people realize that our taste in beauty products is not necessarily defined by international brands. Domestic beauty brands have opened a golden age in the domestic beauty market by promoting China’s aesthetics, and teaching young people in China the secret of "becoming beautiful" with more efficient and accurate channels and closer to consumers.

However, the business model that relies solely on "aesthetic dividend" to form competitiveness is fading.The next question is, how to take the road of sustainable business of domestic beauty products?

"Sustainability" is both a mystery and a mystery. All along, we all know that we should improve the sustainable development ability of domestic beauty companies, but few companies really realize this ability into the product value that consumers can really feel.

At the end of 2022, MSCI upgraded the ESG rating of Yixian E-commerce to Grade A, which was the first domestic beauty company to get an A in the MSCI ESG rating, and its sustainable development potential was recognized by the ESG community. Perhaps there is a road for domestic beauty to cross the cycle?

What is also rare is that Yixian E-commerce owns Perfect Diary, Little Odin, Pico Bear and Darfur Skin.(Chinese mainland business)There are many brands of cosmetics and skin care, such as France Colanli, EVE LOM, Yi ‘an State, etc.-the brands are diverse and the strategies are different, so what should the holding companies hold on to in terms of sustainability? This further tests Yixian Group’s essential understanding of sustainable development.

Yixian found the complementarity between the brand and the brand matrix while striving to improve ESG performance.

Looking for the link between products and nature, Yixian is persistent.

In 2022, the eye shadow disc jointly launched by Perfect Diary and chinese national geography was awarded the cross-border joint track award in "Top Ten National IP of 2021". The color design of eye shadow tray seeks inspiration from Danxia landform, plateau, salt lake and terraced fields in China, explores the modern expression of China beauty, and defines the new fashion attitude of domestic beauty cosmetics with the original and pure feeling of nature.

E-commerce in Yixian, which attaches so much importance to natural value, cannot ignore the sustainable trend in the field of consumption. The green values that products can carry are varied, and which values can really impress consumers and bring competitiveness to products is a process of continuous exploration by brands.

Since 2022, Yixian Group has made a more comprehensive exploration on the sustainable elements of products.

"Sustainable packaging" is one of the focuses of the Group. Cosmetics are a special kind of consumer goods, and the quality of its packaging is often greater than the quality of its contents. So they will produce a considerable amount of solid waste. In this regard, Yixian Group has adopted two strategies: on the one hand, it has simplified unnecessary packaging, especially oversized outer packaging boxes and plastics in packaging; On the other hand, it increases the sustainable materials and recyclability of product packaging.

Not surprisingly, among all packaging materials, plastic has the greatest negative impact on the environment.Yixian e-commerce has continuously reduced the use strength of plastics by replacing plastics with degradable materials and reducing some unnecessary plastic mulching measures. The overall use intensity of the group’s packaging materials has also increased from 0.08 in 2021.(ton/ten thousand yuan revenue), reduced to 0.04 in 2022.(ton/ten thousand yuan revenue).

Yixian first turned the high-end skin care brand into a brand with high-level green packaging. EVE LOM’s product packaging is 100% recyclable, and it has won The Green Dot logo, which has become the sustainable packaging benchmark in Yixian’s brand matrix.

MSCI believes that the sustainable packaging work of Yixian e-commerce has reached the leading level in the global industry. This has also helped Yixian significantly improve its MSCI ESG rating to a considerable extent.

Sustainable packaging will also urge cosmetic enterprises to change their own product aesthetics. At this point, Yixian can be said to have won at the starting line. The design of Yixian’s brand is permeated with the brand’s insight into product use and applicable people, which is intuitive and surprising.

Sustainable packaging can’t be without sustainable contents. Some raw materials of cosmetics will pollute or destroy the ecological environment. Beauty must be at the expense of the ecological environment-this is definitely what consumers don’t want to see.

Therefore, Yixian formulated and disclosed the Requirements for the Control of Raw Materials, explicitly prohibiting the use of raw materials that are carcinogenic, reproductive toxic, skin irritating and harmful to the environment, and strictly controlling the use of regulated raw materials to ensure the safety of products to the human body and the environment. At the same time, the group strictly abides by the "Regulations on the Management of Cosmetic Labeling" and fully displays the product ingredients to consumers.

"Sustainable raw materials" can also become the core tonality of the brand. For example, the core product of Wan Zi, a young skin care brand owned by Yixian, pursues botanical ingredients, without pigment, alcohol and preservatives, and makes "sustainability" a value that consumers really feel.

All consumer goods interpret what is "product responsibility" in their own ways, so that consumers can feel that their needs are fully respected while using the products.

For domestic beauty products, the topic of "responsible products" in ESG has a different meaning.In the initial development stage of "the rise of new domestic products", domestic beauty products left consumers with a heavy impression of value and marketing. Enriching R&D and doing a good job of product inclusion have become the most practical embodiment of "responsible products" of domestic beauty products.

The research and development system of Yixian e-commerce is an open research and development system called Open Lab. The "openness" of the system lies in that Yixian E-commerce integrates the R&D capabilities of itself and cooperative research institutions, and includes the world’s top partners in the upstream and downstream of the industrial chain, such as raw materials, R&D and production.

In 2022, the improvement of Yixian’s R&D capability will make the Group more confident to carry out high-quality transformation.In June 2022, Yixian’s R&D center in Guangzhou was officially recognized by China National Accreditation Committee for Conformity Assessment.(CNAS)Laboratory accreditation certificate issued by. At the same time, the group began to build a large-scale new R&D center in Shanghai, and has jointly organized the Yixian-Ruijin Medical Skin Care Joint Laboratory with Shanghai Ruijin Hospital. On the whole, the Group will build another R&D center in Shanghai.

In 2022, the R&D investment of Yixian E-commerce exceeded 130 million, accounting for 3.4% of the revenue, and its expense ratio ranked first in the industry. By December 31, 2022, Yixian e-commerce had applied for 174 patents worldwide, of which 43 were invention patents.(Some are in the process of transfer).

The research and development achievements of Open Lab continuously support the brand of the Group to launch new potential products. For example, the targeted red repairing technology developed by Yixian and the National Nano-drug Engineering Technology Research Center, Jandard Skin successfully launched the triple repairing essence of Darskin in 2022, and achieved good performance during the Double Eleven last year.

At the end of 2022, Yixian cooperated with Sun Yat-sen University to establish a joint laboratory for accurate research on skin health, which is expected to help Yixian expand its territory on new tracks such as anti-aging and probiotics.

R&D efforts will help the group to climb new technological peaks from the real needs of consumers. The persistence of "responsible products" not only reshapes the research and development of enterprises, but also reshapes the marketing of enterprises at the other end.

In order to implement the principle of responsible marketing, Yixian has set up a strict internal audit mechanism for advertising. The advertising information of products needs to go through four audits to ensure the truthfulness, accuracy, legality and compliance of advertisements.

Also from the standpoint of product responsibility, Yixian also started consumer education on safe makeup and scientific skin care, and added the functions of beauty cosmetics and skin care consultants to the highly sophisticated customer service work, so that the customer service team can scientifically recommend the most suitable products according to the needs of consumers.

On the other hand, the era of seizing the market only by product aesthetics and marketing is gone forever.

In addition to some improvements that can be intuitively seen by the market, the corporate behavior level of Yixian E-commerce has also been evaluated as industry-leading by MSCI. This essentially requires the Group to control risks, comply with regulations, and maintain the integrity of employees in a huge supply chain system and customer service system.

But these are still the "technical" aspects of corporate governance. On the "Dao" level, Yixian E-commerce has launched a new five-year strategy since 2022, cultivating brand matrix, creating a second curve on skin care brands, and building the Group’s R&D and value creation capabilities.

ESG is an effective reference for enterprises to think about their own development motivation and quality. Yixian e-commerce has obtained an A rating in MSCI ESG, and has been well received in some key tasks-But this rating is not an end in itself.The transformation of the Group has just started, so we need to think about the focus of sustainable development in the dynamic.

After the initial exploration in 2021 and 2022, the Group became more aware of the priorities of different sustainable issues and began to put forward some new priorities. For example, in Yixian’s ESG, the emphasis on labor management, data protection, diversity and tolerance has been strengthened, while the core concern on chemical safety has been retained, reflecting Yixian’s strategic judgment on product responsibility and team building.

As we have seen before, every ESG and sustainable development issue, if enterprises think thoroughly enough and have positive value propositions, can often fall into specific development and product strategies. Just as Yixian’s persistence in sustainable products means that the group will be guided by "clean beauty"(Clean Beauty)The concept continues to create environmentally friendly and skin-friendly products, and thus enrich the image of its brands.

So what is the relationship between ESG and brand value building? ESG topic is a set of sustainable development requirements based on industry commonness. Based on these requirements, enterprises can still put forward their own unique ideas and strategies. Then, what really touches customers,It may also come from a flash of inspiration from R&D personnel, a sincere sharing by Xiao Wanzi, a story behind a sustainable component, and so on.

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Deep once | Behind Zhang Yuxi’s ocean, those "small details" that belong to China’s swimming.

When Zhang Yufei was the first to finish the 50-meter butterfly final in 25.10 seconds, a few minutes later, Qin Haiyang also won the men’s 50-meter breaststroke in 26.35 seconds, which was the 100th gold medal of the China delegation in this Asian Games.

Although Zhang Yufei’s original dream of 7 gold medals failed to come true because the result of the women’s 4× 100m medley relay was cancelled due to a foul in the preliminary round, Zhang Yufei, who holds 6 swimming gold medals, is still a powerful battle for the most valuable athletes in this Asian Games.

Behind Zhang Yufei, the new frog king Qin Haiyang-he won 5 gold and 1 silver in 6 events, becoming the male athlete who won the most gold medals in the Asian Games at present.

Poster design whitewater

Behind them is the eye-catching report card of the China swimming team-the day before the closing day, the China swimming team tied the best record in the history of the 2010 Guangzhou Asian Games with 24 gold medals, and when the swimming events of the Asian Games closed, the number of gold medals climbed to 28.

Behind the "purchase mode" of all members of China Swimming Team is the support and guarantee of every detail.

Zhang Yufei wept with joy after winning the gold medal in the 50-meter butterfly.

Polishing the details and warming up.

In the Asian Games, whenever there is a player from China, the physical fitness coach Charlie will pat the muscles of the athletes to help them get excited quickly.

This is the most common action in swimming competition, but the surprise brought by Li Li to the swimming team is not limited to these.

Since former synchronized swimming world champion Cherie joined the China Swimming Team as a physical fitness coach, she has always practiced dancing before each water class. This is an activation training specially designed by Cherie and described by Zhang Yufei as "forced starting".

Yan Li (in white) leads the China swimming team for physical training.

Compared with the unique warm-up session, the more important content that Charlie brings to the swimming team is the emphasis on core strength.

Yan Li once explained in an interview with The Paper:"There are similarities between flower swimming and swimming, but the swimming team pays more attention to strength, and some details on the water will be vague, or they have not been carefully trained, so the flower swimmers can provide some help in this respect."

Qin Haiyang displayed the gold medal.

Swimming is not only a test of individual ability, but also a sport that reflects the strength of science and technology. How to help athletes improve their level through science and technology, Xinhua News Agency has given such a detail in its report:

In the Shanghai Sports Training Base Management Center (Green Boat Area), a mirror was specially installed under a swimming lane in preparation for the Asian Games, so that athletes can see their underwater movements during training.

In addition, tank training, underwater 3D camera and artificial intelligence technology, 360-degree holographic imaging system and other advanced equipment are all integrated into daily training, and data has become an important reference for athletes and coaches.

Coach Cui Dengrong, who instructed famous players such as Zhang Yufei and Qin Haiyang, said: "In this ever-changing era, only by constantly innovating training methods and concepts can we conform to the development trend of modern competitive sports and walk at the forefront of the world."

When the correct concept and cutting-edge technology meet swimming, the result is also obvious-Five years ago, at the Asian Games in Jakarta, China and the Japanese kept neck and neck and each won 19 gold medals. At this Asian Games, China Swimming Team won 28 gold medals, which set a new record in the history of the Asian Games.

"Thank you, folks"

From Guangzhou to Hangzhou, the host status undoubtedly has a natural psychological advantage for athletes, and Ye Shiwen, who participated in the Asian Games again after nine years, felt the deepest feelings.

"Every time I play, everyone cheers for me loudly, and I can feel that I am not fighting alone and being so favored." Ye Shiwen, who won the women’s 200m breaststroke championship, said with emotion after the game.

Similar to Ye Shiwen, Wang Shun also thanked the "hometown folks" frequently after the game. On the evening of September 24th, Wang Shun swam 1 minute 54.62 seconds in the 200m medley, which not only won the championship, but also set a new Asian record.

Qin Haiyang won 5 gold and 1 silver.

After the game, he said: "This month has been very difficult. Thanks to the team, the mentality is like a roller coaster. There are ups and downs in training and sometimes it collapses. I didn’t expect to break the Asian record in the end. Today’s performance exceeded expectations, and I thank my hometown folks for their support. "

Zhang Yufei also revealed after winning the women’s 100m butterfly gold medal that the Hangzhou Asian Games was the first time for her grandparents to watch her own competition on the spot, and she was even more excited to cry after the game.

When the family watched the game on the spot and the audience gave the warmest cheers, the China Swimming Team not only broke the competition record for many times in Hangzhou, but also created six Asian records.

Zhang Yufei and Japan’s Chijiang Rihuazi hugged each other and cried after the game.

The security is getting more and more perfect, and the security is getting richer and richer.

It is not only the atmosphere at the scene that makes athletes very excited, but also the guarantee from all sides that gives athletes more confidence in their outstanding performance.

Before the competition, Qiu Peihuang, director of the venue construction department of Hangzhou Asian Games Organizing Committee, revealed: "In this year’s operation, no new tap water has entered the swimming pool so far."

Qiu Peihuang said that this is due to the world-class water treatment technology adopted in the museum. A drop of water has to go through seven passes, and the water quality fully meets the international competition standards.

In addition, the security forces from the society are becoming more and more perfect.

Take insurance protection as an example. On the occasion of the Asian Games, China Pacific Insurance customized an exclusive insurance protection scheme for the "Pacific Blue Team", providing insurance coverage with a total amount of more than 830 million yuan, mainly covering accident insurance liabilities such as accidental injury and acute medical care, emergency rescue and flight delay, and providing two health insurance guarantees: supplementary medical care and millions of medical care. Zhang Yufei and Qin Haiyang are the "Pacific Insurance Service Experience Officers" of the Asian Games.

China Pacific Insurance organized a delegation to watch the Asian Games. Wang Xinyu

In order to make Zhang Yufei and Qin Haiyang have no worries, China Pacific Insurance also set up a family doctor’s studio to provide long-term and active health management for their families, so as to fully protect the health needs of athletes and their families.

On the last day of the swimming competition, China Pacific Insurance also organized an Asian Games watching group to cheer for the athletes on the spot.

It is the first time for Ms. Xu to cheer for swimmers on the spot. When talking about her feelings, she said, "This is the first time for me to watch a swimming competition on the spot, which is very different from watching it on TV! The atmosphere at the scene is particularly good and passionate. I am very excited to see Zhang Yuxi win the championship. She is also a member of our Pacific Insurance’ Pacific Blue Team’ and I am very proud! "

When the slogan "Come on, Zhang Yufei" and "Qin Haiyang will win" appeared in the Asian Games, the support for athletes from all sectors of society was condensed behind it.

Indeed, when the correct ideas, cutting-edge technology, cheers from the home audience and support from all sectors of society are all United, China athletes naturally have more confidence.

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How long can I learn to swim? Which swimming stroke is best for exercise?

After Tomb-Sweeping Day, the weather is really warm. The temperature in Guangzhou has been close to 30 degrees recently. What does this portend?The season of learning to swim is coming again!The swimming pool is going down to jiaozi again!

Summer is the season of ice cream and swimming. Big friends and children who can’t swim yet and are ready to learn to swim must have many questions about learning to swim. Today, we will answer common questions, hoping to help you enter the swimming learning stage faster and better.

First of all, I want to remind you of one thing:Don’t take the expectation of "swimming well" and just pay the effort of "swimming".

It is not difficult to learn to swim. First, we should define the standard of "meeting":

If you just want to swim forward in the water without choking and enjoy swimming in the water,Then a short swimming crash course can satisfy you, after continuous10 ~ 15 classes of study,90% people can learn the first breaststroke and start swimming in the water.

The remaining 10% is basically because the degree of fear of water is relatively deep, which delays the learning progress. Adding more classes can also achieve the goal.

But if you have a high standard of "meeting",Require beautiful standard swimming strokes; A slow speed; A long distance of continuous swimming,It will take longer to learn. You can swim in the water, improve your movements through constant practice, and become familiar with the interaction with the water. You can naturally make continuous progress over time. This cycle depends on the frequency of swimming and the degree of serious study.

Generally speaking, it takes 3 ~ 6 months, and most people can swim one or two hundred meters skillfully with the enlightenment breaststroke.

Sure!

Mass swimming is not an intense sport. As long as there are no physical defects or diseases that can’t make you exercise, you can learn to swim.

What you need is to hold the confidence that I can learn to swim, and then study hard.

After all, there are many people who learn freestyle in our training camp in their 60s.

There are two separate direction:

1. learn to swim

2. Cultivate your interests.

If you just learn swimming, you can sign up for it after you are 7 years old.Most of the swimming training enrollment age limit will also be above 7 years old, because children under 7 years old are relatively weak in understanding and body control, and the short-term training effect is not good. Because of fun, there may be security risks.

If you want to cultivate your interests, it is recommended to start enlightenment at the age of 3.Parents can take their children to play in the water as soon as possible, get familiar with the sense of water and water, and let their children have a deeper affinity for water, which is conducive to subsequent study and training. At the age of 5, you can start learning swimming movements.

"Coach, I think foreign countries learn freestyle or backstroke first, and we all learn breaststroke first in China. So which is better to learn first?"

First of all,Swimming is divided into mass swimming and competitive swimming.Competitive swimming is the butterfly, the back, the frog and the self in the competition, while mass swimming contains many kinds of fitness swimming, such as side stroke, reverse breaststroke and our common enlightenment breaststroke, that is, flat frog.

There is only competitive swimming in the swimming training system abroad. Simply put:Everything is based on professional competition.

And it is more humanized in China.Pay attention to "let’s swim in the water first",Using the more simple and easy-to-learn enlightenment breaststroke as a beginner stroke, you can learn to swim in a shorter time and enjoy swimming.

If you have more time, energy and economic conditions, you can choose more professional competitive swimming as an introduction. Of course, the study time is longer and the study is more difficult.

If you want to swim quickly in the water first, choose a simpler enlightenment frog.

Freestyle.

Freestyle has several advantages over other strokes:

1. More suitable for long-distance swimming.

2. The fastest.

3. There are relatively few requirements for physical fitness.

4. It has a more positive effect on joint activity and exercise.

Swimming, as an aerobic exercise, can reduce fat.

But the premise is to achieve the aerobic goal. Simply put, if you don’t feel tired after swimming, the effect of reducing fat can be imagined.

If you want to lose weight by swimming, here are some suggestions:

1. Exercise should be intense. You swam 1000m a year ago, and now you swim 1000m, so this exercise intensity can’t stimulate your fat.

2. Exercise needs persistence. If you only swim once or twice a week, no exercise can achieve good fat reduction.

3. Don’t overeat after exercise. Almost everyone has a feeling of hunger after swimming. After practicing, you will eat like crazy, and no one can lose weight.

Because swimming is an exercise in water below body temperature, the human body itself uses fat to help keep warm.Therefore, if you simply want to reduce fat with a large base, I suggest you change to a sport with faster effect and sweating; If you just want to lose weight and keep fit, swimming must be a good choice.

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That’s all for this issue. As summer approaches, I hope more people will take part in swimming. Instead of wondering how long it will take me to learn to swim, I’d better ask myself: How long am I going to love swimming? I’ll see you at the pool ~

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On the Series of Excellent Chinese Traditional Culture: Blue, Reading the Important Color Codes of Chinese Traditional Culture

Cyan is the color of spring. Whether it is "the moss marks are green on the upper steps, and the grass color is green in the curtain", or "the willows on the edge of the city are curled up, and the green mulberry is unfamiliar", or "Weicheng is facing the rain and the dust is light, and the guest house is green and the willow color is new", it describes this pleasing color in spring for us.

Because of this, in the traditional culture of China, cyan is "the color of everything". Among hundreds of traditional China colors, cyan has a special meaning for Chinese people. Tracing back to China people’s special liking for "turquoise" color, there is actually a track of the change of cyan culture meaning, which tells us that cyan may be the color code to interpret Chinese traditional culture.

-editor

Blue porcelain lotus bird lamp in Longquan kiln of Southern Song Dynasty

Cyan is the color symbol of China culture.

China’s folk aesthetic taste usually revolves around the core of "Happiness and Happiness". Folk culture attaches great importance to bright colors such as red, gold and green, especially likes colorful colors, and pursues auspiciousness, jubilation and peace. For example, Yangliuqing New Year pictures reflect this kind of folk aesthetic taste. This kind of aesthetics contains a good wish for secular life. But cyan is very different. It covers a wide range in chromatography, and the main part belongs to the physical property of cool color, giving people a quiet and indifferent psychological feeling, which is more regarded as a reflection of the spiritual level. It can be said that cyan contains the thoughts and feelings of China literati.

China’s cyan absorbs all kinds of environmental elements, and constantly changes its meaning. It is a special color that can arouse people’s association with the characteristics of Chinese civilization: it reflects the inclusive national characteristics, refracts China’s philosophy with Confucianism, Buddhism and Taoism as the mainstream, and shows the implicit, tenacious and unobtrusive national character. She can show a broad aesthetic scale from simple to gorgeous, and can also trigger a visual feeling from light to calm, because she is not a single color, but a mixed color, sometimes with bright yellow, sometimes with warm red, sometimes with green, sometimes with blue, sometimes with purple, and sometimes with dark cyan.

The application of cyan in China has a history of more than 2,000 years. In China, people have a blue shadow in all aspects of national governance, production and life, religious opinions, artistic creation and spiritual pursuit. When we study cyan, we should not only study the chromatographic composition of cyan and the source of painting pigments, but also combine sociology, psychology, linguistics, philosophy, politics, economy, religion and art to explore comprehensively. The more you explore, the more profound the implication of cyan culture can be found. Therefore, it may be boldly speculated that cyan is an important color code to interpret Chinese traditional culture.

There are similarities and significant differences between colors in scientific sense and colors in cultural sense. The color in the cultural sense is more complex and the direction is more vague. When color is printed with traces of social and cultural patterns and endowed with unique thoughts and feelings of human beings, it becomes a cultural symbol.

After human beings form an intuitive color perception of objects, this color will have a psychological significance, which is very personalized and closely related to the viewer’s own experience, environment and culture. Niu Xiji, a poet in the Five Dynasties, said, "Remember the green dress and pity the grass everywhere." Because the author’s love object is a girl wearing a green dress, the two of them are just around the corner, and the lovers have repeatedly urged her to think of the grass color from the green dress and the green dress from the grass color. It’s endless, so don’t forget each other. This association about green is caused by the author’s personal experience. For others, green can’t be associated with a green dress. At this time, green is not a symbol. However, among the "red light stops and green light goes", red and green are used on traffic lights, which represents the universal meaning and becomes symbols. Therefore, this layer of semantics of color symbols must be associated by individuals, and then developed into a well-known social concept after grouping and recognition, and then a color culture that can be widely spread can be formed.

It is in the long historical changes that cyan has gradually become a symbol. The meaning of this symbol is constantly changing, and as time goes on, it moves from one consensus to another. Cyan has a vibrant masculine color from the initial symbol of the sky, the east, vegetation and spring, to the color of the queen’s spring sacrifice dress and wedding dress, and then to the color of the common people and the color of Buddhism and Taoism; In the drama, she became a traditional woman with traditional virtues but bumpy fate. In the eyes of Taoism, it has become a symbol of simplicity, and the change of cyan culture implication itself is a part of the history of Chinese cultural changes.

Part of the masterpiece of the Northern Song Dynasty turquoise landscape painting "Jiangshan Autumn Color Map Volume" collected by the Palace Museum.

China’s philosophical thought has made the implication of cyan culture unique.

China’s philosophical thought endows cyan with more meanings-cyan can reflect the noble feelings of the gentry, the Confucian rule of etiquette and the gentleman’s self-cultivation, the Buddhist’s open mind and understanding, the Taoist’s simplicity and self-restraint, and the metaphysical’s free and easy nature and ethereal clarity. It is beyond the worldly pursuit. Conversely, the influence of cyan on China people’s aesthetic taste is also immersion, which reflects China people’s deeper thinking about the spiritual world.

The process of incorporating cyan into official uniforms is influenced by Confucianism.

Confucius said, "Evil purple takes away Zhu, and evil Zheng Sheng’s chaos makes you happy." This is the most intense judgment on color made by the primitive Confucianism, and these judgments are all carried out under the framework of ceremony. A clear example of the concept of ritual color is the hierarchical differentiation reflected by the color of clothing. Among them, the process of cyan being incorporated into official uniforms is a process influenced by Confucianism. The regulation of the color style of official uniforms is the concrete embodiment of Confucian etiquette thought.

Influenced by the concept of etiquette color, Confucianism first determined the rank within the ruling class, and one of the important tasks was to make a fuss about official clothes, making color one of the key elements to distinguish ranks.

In the Northern Zhou Dynasty, "color-tasting clothes" appeared. In the Sui Dynasty, the colors of official clothes were red and cyan, and black, white and Huang San were no longer used, because black and white had become the colors of sacrificial clothes. After the Sui Dynasty, the colors of official uniforms were basically purple, scarlet, cyan and green, and cyan and green became the official uniforms of officials in lower positions.

Under the guidance of Confucianism, after the color grade of official uniforms was determined, although the color changed all the time, the practice that cyan was fixed as a color in the sequence of official uniforms lasted for more than 1000 years. Until the Qing Dynasty, cyan dominated other colors and officially became the color of all official uniforms, and the size of official ranks and civil and military positions were distinguished by patch patterns.

Metaphysics in Wei and Jin Dynasties guided the aesthetic interest of celadon art.

Taoism took advantage of the collapse of the Han Empire and the crisis of the literati’s belief in Confucianism, which finally contributed to metaphysics in Wei and Jin Dynasties. For a long time, metaphysics occupied the ideological position of the gentry. Metaphysics thought has played an important guiding role in China people’s artistic aesthetics.

The manufacture and use of celadon in Wei, Jin, Southern and Northern Dynasties was the first peak of celadon art in the history of China, which formed an aesthetic tendency of "green, beautiful, spiritual and handsome" for celadon. The aesthetic thought of metaphysics in Wei and Jin Dynasties has an important influence on the modeling of celadon.

The origin of azure porcelain is very early, which can be traced back to Shang Dynasty. During the Shang and Zhou Dynasties, craftsmen built kilns with superb skills, the temperature in the kilns could reach 1200 degrees, and they knew how to add plant ash to the raw materials, which made the pottery have a blue glaze on the outside and became the original celadon.

The original firing level of celadon was not high, and during the Wei, Jin, Southern and Northern Dynasties, celadon had accumulated rich experience in the composition ratio of glaze raw materials and firing methods. Celadon became thin and transparent in glaze, with delicate and moist fetal quality, and its shape changed. The aesthetic thought of metaphysics in Wei and Jin dynasties is different from the aesthetic temperament of Qin and Han dynasties, but pursues natural beauty, purity and refinement, and pays attention to appreciation and pursuit of inner charm.

In their own temperament, the scholar-officials pursue elegant character, free and chic, elegant and strange temperament, hoping to convey their unconventional elegance, which also affects the "celadon" as a daily appliance.

In the aesthetic pursuit of literati in Wei and Jin Dynasties, "youth, beauty, spirit and beauty" are the ultimate pursuit of celadon. The light and elegant glaze color of celadon just meets the aesthetic standards of literati, that is, "natural beauty is the highest and ornate carving is the lowest".

The Wei-Jin fashion of drinking with Yue kiln celadon was also passed down. This romantic style in Wei and Jin Dynasties can also be verified by the poetry works of the literati in the Tang Dynasty, such as Lu Guimeng’s "The Secret Color Yueqi": "The autumn wind in September opened the kiln and won the green color of Qianfeng. I’m so happy to celebrate the Mid-Autumn Festival, and I’ll share my cup with you. " It can be seen that in the Tang Dynasty, it was still the fashion for literati to drink with Yue kiln porcelain.

Buddhism and Taoism inject new meaning into cyan clothing and utensils.

After the Ming Dynasty, the color of Taoist uniforms became cyan. Zhu Yuanzhang, the Ming Emperor, personally participated in the formulation of the clothing system in the Ming Dynasty, from the emperor’s nobles to the common people, monks and prostitutes. All the clothing was decided by Mao, and he was ordered to restore the clothing system like the Tang Dynasty, trying to overthrow the Hu customs of the Yuan Dynasty and restore the old appearance of China. In Volume XI of the Ming Dynasty Canon and History of the Ming Dynasty, the provisions on Taoist costumes are recorded: "Taoist priests always wear green clothes; French clothes and Korean clothes are all red; The Taoist official is the same. " That is, it is stipulated that the Taoist priest’s uniform needs to be cyan, so it is often said that "Tsing Yi Taoist priest" later.

The localized Buddhist thought is influenced by the Taoist culture in China, which in turn gives another meaning to cyan objects. In the decoration of celadon, there have been patterns such as Buddha statue, flying sky and lotus flower since the late Wei, Jin, Southern and Northern Dynasties, especially the lotus flower pattern, which reflects the extensive use of Buddhist symbols. For example, the "Lotus Zun" porcelain unearthed from the Liang Dynasty Tomb in Linshan, Nanjing has a solemn shape, with seven layers of lotus petals from top to bottom, just like a blooming violet, which reflects the important influence of Buddhism on celadon art. From the artifacts, it can be seen that cyan has been infiltrated by Confucianism, Buddhism, Taoism and metaphysics in Wei and Jin Dynasties for a long time, and has begun to represent the metaphysical pursuit. For example, it embodies the courtesy of Confucianism, the cultivation of gentlemen, the emptiness of Buddhism, the nature of Taoism, and the free and easy of metaphysics.

Buddhism and Taoism have also made great contributions to the Chinese vocabulary of Qing characters, leaving a large number of words with special meanings, such as Qing Niu, Qing Luan, Qing Cheng, Qing Deng, Qing Yan and Qing Lian.

Part of Wang Ximeng’s "A Thousand Miles of Rivers and Mountains" in Northern Song Dynasty

Chinese vocabulary reflects the changing track of cyan meaning.

Cyan, which is composed of words of cyan, no longer represents the original color meaning of the word, but is deeply embedded in Chinese culture, which has a subtle influence on the cultural meaning of cyan.

"Tsing Yi", from Tianzi’s fine clothes to the bottom dress.

The mention of "Tsing Yi" always gives people a sense of solemnity, calmness, mystery, lowliness and suffering. In the role of Peking Opera, Tsing Yi is a "bitter COP", who dares to love and hate generally and resolutely fights against fate.

In fact, the original meaning of Tsing Yi has nothing to do with humble suffering. The word "Tsing Yi" appeared as early as the Spring and Autumn Period and the Warring States Period, but it is not the meaning we commonly use now. In the Book of Rites and the Moon Order more than 2,000 years ago, it was clearly recorded that there were three times of "Tsing Yi", such as "The Moon of Meng Chun, the sun was in the camp. ….. The son of heaven lives in the left of Qingyang, taking Luan Road, driving black dragon, carrying the green flag, wearing Tsing Yi and serving Cang Yu. " "Tsing Yi" is the dress of the son of heaven in spring. The Book of Rites records that the five colors correspond to the five elements, and they wear different colors in different seasons. Tianzi wears Tsing Yi in spring, Zhu Yi in summer, white in autumn and black in winter.

And baiguan can only wear tsing yi when the emperor gives him a gift. For example, the Book of Rites in the History of the East View records that "on the day when Emperor Zhang was lucky and worried about beginning of spring, all the officials in Kyoto were dressed in Tsing Yi, and all the history was served by Qing Yi." It means following the day when the son of heaven beginning of spring traveled, and officials can wear Tsing Yi.

With the changes of the times, the status of the wearer in Tsing Yi has also begun to change. From the emperor’s spring clothes, sacred and solemn sacrificial clothes, to the court clothes, low-grade official clothes, and then to the clothes colors of scholars and people, it has undergone a major change.

In the Eastern Han Dynasty, Tsing Yi had already referred to the lower-ranking figures. Cai Yong wrote a famous poem "Qing Yi Fu", which described a woman with outstanding appearance, virtuous and dignified like a meticulous painting, and entrusted her love for a maid from humble origins in Qing Yi. Fu wrote her appearance "looking forward to Qian Shuli, white teeth and moths." The mysterious light is moist, and the collar is like a clam. Vertical and horizontal hair extension, leaves such as low sunflower. Slender Ran Ran, it is amazing. " It’s absolutely beautiful. Then write about her dress, "Yi Sleeve Dan Dress, Creeping on the Silk Leaf", which shows that although she is called "Tsing Yi", she is wearing a red dress-Yi Sleeve Dan Dress. This shows that the word "Tsing Yi" refers to her status. Cai Yong praised her elegant manners, and concluded that she was "a good wife and a good teacher". However, the author can’t develop this relationship, because this woman’s identity is really humble.

During the Wei and Jin Dynasties, the court stipulated that the colors worn by the people were green, blue and white. The evidence can be seen in the "Yuan Jian Lei Han" that "the foot soldiers are not green, blue and white; There is no green, blue or white in the color of the handmaid. " During the Three Kingdoms period, Cao Cao wrote in "A Letter with Taiwei Yang Biao": "There are two people who care about Tsing Yi, and they are always around." Tsing Yi here refers to serving the left and right handmaids.

The reason why blue clothes are often worn by the lower class people lies in their cheapness. At that time, among the plant dyes used to dye cloth, cyan was the most easily available. Because a plant dyed green "blue grass" is suitable for both southern and northern growth, it is easy to collect. Using "blue grass" to dye cloth clothes is easy to color and low in cost. The so-called "shine on you is better than blue" refers to the fabric dyed with this "blue grass".

In the Yuan, Ming and Qing Dynasties, due to the emergence of new drama forms such as Yuan Zaju, Huangmei Opera and Peking Opera, "Tsing Yi" began to be synonymous with the role of Zhengdan in traditional Chinese opera, and gradually became a proper noun. In China’s classical operas, Tsing Yi is one of the traditional operas. The southern operas are called Zhengdan and the northern operas are called Tsing Yi.

Typical Tsing Yi has Yu Ji in Farewell My Concubine, Qin Xianglian in My Fair Case and Wang Baochuan in Wujiapo. In these plays, the women are all unlucky, but they dare to fight and decide their own destiny. All these Tsing Yi women have the traditional virtues of China women and have a great spirit of sacrifice. The virtues of these women are recognized and appreciated by the patriarchal society. Tsing Yi, therefore, has a solemn image of justice.

Look, on the stage of drama, it’s amazing that one color can define the basic fate of a character. It has become an important factor of drama performance to highlight the characteristics of the role with the color of clothing. Among them, cyan is an important color symbol with typical symbolic significance.

Although the cyan of Tianzi’s spring suit is not necessarily the same color as the cyan of the maid or the Dan Jiao, they are all called Tsing Yi, because cyan is a mixed color. The cultural implication of cyan has indeed changed dramatically because of the change of the object referred to by the word Tsing Yi.

The Tsing Yi role played by Peking Opera actor Zhang Huoding.

"Hair", from silk thread or rope to female hair.

"Blue hair and white hair" describes the fleeting youth. However, "moss" originally refers to rope, not hair.

The earliest poems with "moss" should be Yuefu poems. There are "moss as a cage, cassia twig as a cage hook" in Yuefu Poetry Collection, and "Jiao Zhongqing’s wife" in Yuefu Poetry Collection, there are "sixty or seventy box curtains, green green moss ropes" and "three million yuan, all of which are worn with moss". The "blue hair" in these two places is not the black hair we refer to now, but the blue silk thread or rope.

In the Southern and Northern Dynasties and the Sui and Tang Dynasties, "green silk" once referred to the reins of horses. In many poets’ works, the expression of "green silk" refers to the bridle of a horse. For example, the Tang Dynasty poet Du Fu’s poem "Going Out to the Front" contains "Take off the bridle and pick the moss in your hand", among which the "moss" in the rider’s hand is the bridle. Li Bai, a poet in the Tang Dynasty, wrote in the Yuefu poem "Mo Shang Sang": "The beauty is Wei Qiaodong, and the silkworm is still working in spring. Five Ma Rufei dragons, green silk tied with gold. " The "hair" here also refers to the bridle, not the hair of a beautiful woman.

Since the Tang Dynasty, "Qingsi" has been famous all over the world with Li Bai’s wonderful pen as a metaphor for black hair. China literati often use the image of "green hair and white hair" when they lament that youth is fleeting, fame is hard to achieve, and ambition is hard to pay. Li Bai lamented in "Coming into Wine": "You don’t see how lovely locks in bright mirrors in high chambers, though silken-black at morning, have changed by night to snow." This famous sentence, which has been handed down through the ages, makes "moss" a symbol of youth. At that time, "hair" did not refer to women’s hair, but was more often referred to as young men by poets. The reason why "green silk" refers to women’s hair in modern times is probably because men’s hair is really too short to be called "silk".

"Green" and "blue" have gradually become symbols of ancient China literati.

Originally, the blue only means that the color of the clothes is cyan, while the blue refers to the blue collar. Gradually, "Qing" and "Qing" became more common names for ancient scholars in China, and sometimes they referred to relegated officials.

The color and style of clothes have the function of flaunting social status, so the pattern characteristics or color characteristics of clothes are often used to refer to a certain group of people. Judging people by their appearances is a common social problem, and it has also been one of the dimensions for people to judge success since ancient times.

Green fern, the clothes worn by students in ancient times. It first appeared in the Book of Songs: "The green lady is leisurely in my heart." Because students in the Zhou Dynasty often wore blue clothes, the word "green" was also used to refer to students born in imperial academy in the Zhou Dynasty.

In the Northern Qi, Sui, Tang and Song Dynasties, students’ uniforms were usually cyan, which was later called "blue" as a synonym for scholars. However, there are still some differences in meaning between "green" and "blue". In poetry and prose, "Qing" emphasizes the status of a scholar, while "Qing" often refers to officials who have been demoted or frustrated in their official career.

In the Tang Dynasty, the most famous poem containing the word "blue" was Bai Juyi’s Pipa Xing: "but who of them all was crying the most?? This Jiujiang official. My blue sleeve was wet. " The "blue shirt" here means that the poet is a frustrated official, rather than emphasizing that he is a scholar. In Song Dynasty, Wang Anshi’s "The Portrait of Du Fu" described Du Fu, a poor and down-and-out official in Tang Dynasty. Su Shi’s "Gu Tou Qu" includes "The blue shirt is not popular with tourists, and the red tea is filled with Cao Gang Shou", and it also quotes the allusions of Bai Juyi’s "Pipa Xing", which makes it a "blue shirt".

Author: Bao Yan (Vice President of Chinese Poetry Society)

Editor: Fan Xin

Planning: Fan Xin

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2022, take it! Don’t blame me for watching the top seven games of the year.

2022 has reached the end of the year, and with the countdown approaching, we will usher in a new beginning. This year, we witnessed countless changes. We cheered for the Beijing Winter Olympics at the beginning of the year and the two world sports events in FIFA World Cup Qatar 2022 at the end of the year. We also cheered for the completion of the Tiangong Space Station and the first flight of the C919.

In this year, we have experienced too much, whether it is science and technology, audio-visual entertainment, or transportation, compared with 2021, there have been no small changes.

In the field of consumer digital, smart phones are undoubtedly one of the main battlefields of competition among manufacturers. Data show that the global mobile phone market has begun to fall into the industry trough this year, and manufacturers have begun to compete fiercely in the stock market, but this also makes high-end mobile phone manufacturers headed by Apple have to start to introduce new "black technology" to attract consumers. The downward trend of the global economy has also put many established manufacturers in the technology circle into trouble, and various acquisitions are also full of ups and downs.

2022 is also a year when new technologies are ushered in. The live broadcast industry is still developing rapidly, but it also exposes many problems and contributes a lot of "rollover" scenes, which makes people doubt the credibility of anchors and businesses. In addition to real people, virtual people are beginning to appear more and more in people’s sight. Although the metauniverse was not as big as before in 2022, virtual people generated based on metauniverse and AI technology have erupted this year, and they can be seen in many industries such as film and television, games and media.

Under the influence of epidemic situation, unemployment and other factors, many people may think that 2022 is an "emo" year, but compared with the big names in the technology circle whose prices have plummeted and their companies are in trouble, I believe their experiences can make you get back some desire for life. Of course, video games are also a magic weapon to get out of "emo", and in 2022, such a prestigious 3A masterpiece as Eldon’s Ring of Law was born. For the majority of gamers, these popular and popular games in 2022 must not be missed.

In 2022, people’s travel modes have also changed a lot. The most obvious thing is the increasing penetration rate of new energy vehicles in China. However, this does not mean that fuel vehicles have come to the end of the times. In 2022, they will still bring us many popular models. I believe you will not miss it if you want to buy a car. The confrontation between new energy vehicles and fuel vehicles has also made the domestic automobile circle very lively in 2022, so there have also been many hot events, and even Andy Lau is inexplicably "lying down".

Anyway, 2022 will soon be "Say Goodbye" with us. As an annual reserved column, CNMO specially launched "2022! In this article, we will focus on "Seven Applauding and Blockbustering Games of the Year" and present the ultimate inventory in this field in 2022.

2022 is a year of epidemic, but even so, in this year, we can still see that many excellent new games are successfully sold, or some old games are still on the whole platform with great vitality, which has to make people feel that the vitality of the game industry is still very strong. This time, CNMO will take stock of seven popular and popular games in 2022, just as New Year’s Day and Spring Festival are approaching, so you can relax when you are on vacation.

One: The Eldon Method Ring

Since it is the annual game of inventory, how can we not mention this year’s TGA best first? In addition to the best of the year, Eldon’s French Ring has also successfully won many awards such as "Best Game Direction", "Best Art Direction" and "Best Role Playing", which can be said to be the biggest winner of TGA this year. In addition to TGA, the current Eldon French Ring has also successfully won the annual ultimate game of the Golden Rocker.

Eldon’s Ring of Law

In fact, although many players had high hopes for this game before it was officially released. However, what players, game manufacturers and publishers may not have expected is that the achievements of Eldon’s Ring of Law can reach today’s level. This work not only achieved almost perfect evaluation and Metacritic score of 98 points in many media, but also successfully broke the limitations of soul games, successfully extended the influence of soul games to many new players and users, and successfully broke the circle.

It is worth mentioning that, according to the financial report data of the game publisher Bandai Nanmeng Palace, the sales volume of the global digital version+physical version of "Eldon Ring" in November this year reached 17.5 million copies. Before Eldon’s Ring of Law, the sales volume of Dark Soul 3 only reached 10 million in 2020, which is obviously different from the former.

Two: The Twilight of the God of War

In addition to Eldon’s Ring mentioned above, The Twilight of the God of War also performed quite well in TGA this year, and it won awards such as Best Narration, Best Music, Best Sound Design, Barrier-free Innovative Games and Best Action/Adventure Games. There is no doubt that "The Twilight of the God of War" is also a strong competitor of this year’s best game. Even many people think that the main reason why it missed the TGA year is that the release time is too late-the release time is November 9, 2022.

Evening of the God of War and Gods

In terms of media rating, the PS5 version of "The Twilight of the God of War" has been well received by hundreds of media on Metacritic, among which dozens of media such as IGN, VGC, Push Square also gave full marks, with an average score of 94. IGN rated it as a "great achievement", which created a new benchmark and made many works of the same type look unremarkable by comparison.

Of course, while the word-of-mouth is excellent, the sales of "The Twilight of the God of War" have naturally not fallen. At present, this game is exclusively owned by Sony PlayStation platform. According to the data published by Sony PlayStation’s official Twitter account, the sales volume of this game reached 5.1 million sets in the first week, which directly set a new record for the series of "God of War", not only far exceeding the god of war 4 released in 2018, but also breaking the sales record of the first-party game of PlayStation.

Three: Monster Hunter Rise (PC Edition)

Monster Hunter can be said to be quite a classic IP, and it must be a childhood memory of countless people. The Monster Hunter Rise was originally monopolized on Nintendo’s NS platform, but now it has logged into Steam, and it is still in the promotion period. The price of CDKEY in some shopping malls is less than 100 yuan, which is quite affordable.

Monster Hunter Rise

The media rating of "Monster Hunter Rise" is naturally quite good. The PC version of this work got an average score of 86 points on Metacritic website, which was well received by most media. PC Gamer gave a 90-point evaluation, and called "Monster Hunter Rise" the "greatest work" in Capcom’s main series, and it is also a game that never stops moving forward. Moreover, there are still many reviewers who think that the PC version of this work is better than the NS version, such as resolution, frame rate and combat mechanism.

There is no doubt that Monster Hunter Rise is also a commercial success. According to the data released by game developer Capcom, the sales of Monster Hunter Rise reached 11.2 million sets, and Monster Hunter Rise: Dawn has also successfully sold more than 4.4 million sets. Predictably, as the price of PC version continues to drop, there is still a lot of room for growth in the sales of Monster Hunter Rise.

Four: Plague Legend Requiem

It is said that "Plague" is the most serious epidemic in human history. It is famous for its high mortality rate and was once called "Black Death". This novel "Plague Legend Requiem" also takes this as the core of the story, and on the basis of the previous work "Plague Legend Innocence", it makes breakthroughs in many aspects such as picture quality, plot and gameplay, and continues the design that is very "friendly" to intensive phobia patients, which is a masterpiece that intensive phobia patients have to taste at present.

Plague Legend Requiem

At present, most of the media comments on the Plague Requiem on Metacritic are positive, and IGN also gave it an "excellent" evaluation of 8 points, calling it a reassuring and exciting sequel. The number of mice in the game is amazing and impressive. As for the sales volume of the game, the official data is that the number of players has exceeded 1 million in half a month. However, it should be noted that the game "Plague Legend Requiem" is currently on Microsoft’s XGP, which will greatly affect the sales performance of this game.

Five: "Master"

There is no doubt that Master is an excellent Chinese style action game, although its production team is not from China. It is reported that in order to create a better game, the production team of this game specially went to China to study the white eyebrow boxing, and took care of the players in the China market in the subsequent operation of the game. Shortly after the game was released, Master also added Chinese dubbing. At present, the work can be played on PlatStation platform, and Epic Mall is the exclusive one on PC platform.

Master

Excellent works are naturally not lacking in recognition, and so is Master. Games Radar++scored 90 points for this work. The reviewers think that this is an action game with gorgeous fighting, originality and excellent mechanism design. The game structure created by its exquisite aging mechanism and super compact fighting can make players feel the confidence of the production team. At the beginning of March this year, the global sales of Master had exceeded 1 million copies. In addition, according to the information disclosed by the game developer, it is possible for the game to land on the Steam platform in the future, and the sales volume should be further improved at that time.

Six: Unusual Records of Goddess 5 Royal Edition (Replica Transplant Edition)

I believe that many people have heard the words "P5 is the best in the world" before playing the game "Unusual Records of the Goddess 5", so they have a certain impression on this game. On the other hand, Exotic Tale of the Goddess 5 Royal Edition is based on Exotic Tale of the Goddess 5, which adds a lot of plots and characters, and the game content is more abundant. Its reproduced transplanted version landed on the whole platform on October 21 this year and joined XGP for the first time, ending its monopoly on Sony PlayStation platform. This landing on the whole platform has made this game attract widespread attention again.

Unusual Records of Goddess 5 Royal Edition

Undoubtedly, it can be called "No.1 in the world" by countless players, and "Unusual Tales of Goddess 5 Royal Edition" is naturally quite excellent. The artistic design, UI design, music production, combat design, map design and character design (except for a detective) of this work are quite good, which makes it score 95 points on Metacritic website, and The Mako Reactor and Gamelant all give full marks.

In terms of sales volume, Sega, the publisher of The Tale of the Goddess 5 Royal Edition, announced on December 1st that the global sales volume of The Tale of the Goddess 5 Royal Edition (re-engraved transplant edition) exceeded 1 million copies. It is worth noting that this sales achievement is outside the independent "Unusual Tales of Goddess 5 Royal Edition" and was achieved when XGP was added to the first game.

Seven: Total War Warhammer 3

When I watched the Lord of the Rings, I often fantasized about what it would be like to add a race/power based on "China" to a similar world. Now, Total War Warhammer 3, as the last work in a series of trilogy, has finally satisfied the author’s fantasy, and launched a brand-new design of "Aurora", which has severely satisfied a wave of China players.

Total War Warhammer 3

As the last work in the series, Total War Warhammer 3 can be regarded as a master, which integrates almost all the contents of the first two works. The game has dozens of races, hundreds of legendary lords and thousands of arms for players to choose from (at present, you have to sacrifice your wallet to buy the first two games and all DLC), and the map of the mortal empire is further expanded. However, it is a pity that the officials of races and forces such as Nipeng and Indy, which are cherished by countless players, seem to have no idea for the time being.

On Metacritic website, a large number of media have given favorable comments on Total War Warhammer 3, with an average score of 85 points. IGN gave a score of 90 and said that it presented us with a tense, challenging and multi-level campaign, which was driven by a fascinating story and an unforgettable opponent. As for the sales volume, neither The Creative Assembly, the developer of the game, nor Sega, the publisher, has yet announced the sales results of Total War Warhammer 3, but in the early days of the game’s release, the game has always been at the top of the Steam sales list.

Write it at the end

Above all, this CNMO inventory is seven popular and popular games of the year. Of course, there are actually many games that are not on CNMO’s inventory list, but this can’t hide their Excellence, such as Jet Warrior 3, Lost and so on. In 2023, it is foreseeable that we will see more exciting and exciting new games for sale, and next year will not be ordinary.

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Why is it more and more difficult for beauty brands to be "new"?

Source: bof

The beauty industry has always relied on a steady stream of products to attract consumers. However, the epidemic is causing the supply chain and product testing to lag, which makes it more difficult for them to launch new products.

New york, USA-The "latest products" area on the shelves in the beauty shop may soon be empty.

Beauty brands and retailers have been relying on a steady stream of products to attract consumers to shop in stores and e-commerce platforms. However, many so-called "new products" were actually put into production before the epidemic. Experts believe that once these products are exhausted, the negative impact of the epidemic will be highlighted, and every link in the supply chain of the beauty industry will have different chaotic problems such as shortage of key raw materials, insufficient packaging and even blocked research and development process.

Therefore, although major brands may be eager to launch new products suitable for the epidemic situation, such as moisturizing cream for "mask skin" and skin care products that can soothe the face or reduce blue light damage, it is not easy to ensure that the supply chain can keep up. Many companies are focusing on maintaining the inventory of existing products.

"From the perspective of product development and release, the growth momentum of beauty cosmetics has definitely weakened compared with the past few years," said Daniel Granatell, managing director of Grant Industries, which develops and produces personal care products.Most brands are still producing core or popular products, and their focus is on continuing existing products rather than developing new products or innovating growth models.. "

Many beauty companies have postponed the launch of new products until 2021, which means that the most eye-catching new product launch will miss the key year-end shopping season. Jessica Richards, founder of Shen Beauty, a retailer focusing on emerging luxury brands, said that most of the press conferences she had hoped to hold had been cancelled.

During the epidemic, brands that want to introduce new products to consumers have to be creative. Researchers are looking for new ways to use raw materials from traditional formulas, such as adding a new fragrance full of "tropical flavor" to the existing shower gel series to help realize the creativity of new products. It is also one of the ways to introduce "new" products without purchasing new raw materials, updating product formulas or expanding products in existing series.

Other companies are changing the way they produce and package their products. Retrouvé, a skin care brand, chose to break away from convention. When Dermal Defense hand cream was launched, the cumbersome outer packaging was cancelled and the inner packaging was streamlined. "My new slogan is,’ Get things done,’" said Jami Morse Heidegger, co-founder of the brand.

Problems in the supply chain

Forced isolation and consumer demand for sterilization products have had an unparalleled impact on the beauty supply chain. Take packaging containers as an example: Charlene Valledor, chairman and product development director of SOS Beauty, a beauty brand incubation company, said that when all retailers are rushing to put hand sanitizer into production, there will be a shortage of containers such as pressing pumps and bottles for other products.

The epidemic also affected the growth and cultivation of many raw materials.

The COVID-19 outbreak this spring disrupted the cultivation of many special raw materials for high-performance beauty products., "said Jared Reynolds, a beauty chemist who is also the founder of Zenagen and Actiiv, the anti-hair loss brands. He explained that this has had a domino effect on companies that now find themselves forced to strive for a stable supply chain, especially those suppliers from China and Europe, who are facing a longer delivery cycle due to travel restrictions and related import and export agreements.

For example, some of Zenagen’s products use a green tea extract from Asia. "Because the supplier was forced to stop production, it could not continue production. When the factory resumed processing and manufacturing, its production cycle was tripled, "Reynolds said.

Other links in the manufacturing industry have also been affected. Earlier this year, Joanna Vargas had trouble purchasing accessories for her face massager under the skin care brand of the same name. She had to postpone the product release for three months to avoid looking for a new supplier.

"Relationships with manufacturers, suppliers and partners are very important to us," she said. "We don’t want to turn to new business partners just to speed up profits for a month or two."

Try to get through it

Big brands have certain advantages in today’s supply chain shortage. They have a better ability to pay higher raw material prices, and they can jump to the forefront of manufacturers’ cooperation teams by placing a large number of orders.

In addition, they usually have more opportunities for cooperation. Christine Hall, vice president of R&D department of Estée lauder, said that Aveda, a subsidiary of the group, has arranged a new product release plan for the next 12 months, which also gives the brand more room for manoeuvre. She said, "We are also striving for more time to finish the work", so that Aveda can ensure the orderly development of new products.

But small brands are also more flexible to some extent. When Seen, a hair care brand, couldn’t get enough press pumps for its shampoo and conditioner, it temporarily decided to switch to a different color press pump. A larger company may not be able to make this change so soon.

Brands that have completed their purchases at home have also gained the upper hand. Bradley Ryan, founder of men’s beauty brand Undercover Man, attributed his recent success to the use of pomegranate oil and beeswax purchased locally.

Credo also doesn’t think its new product launch activities will decrease in the next few months. This is partly because this retailer only sells "clean" and sustainable beauty brands, which Annie Jackson, its founder and chief operating officer, calls "flexible" because these brands don’t rely on fancy packaging design, and they "tend to purchase in China, without considering long-term transportation delivery and other constraints from the epidemic".

The number of tests is reduced.

Product testing is another obstacle that needs to be overcome. Products must meet the safety standards before they are officially listed. For example, the slogan "90% of product users think their fine lines have decreased" requires clinical trials, but the efficiency of these tests has slowed down due to the outbreak of the epidemic.

This means that brands will have to wait longer to publicize the benefits of their new products, which is particularly difficult for the skin care industry.Because many brands take the commitment to quality innovation as their key selling point.

"Most third-party testing institutions have been closed, and the testing institutions that are still operating in the United States need to queue up for a long time to make an appointment," said Tamerri Ater, product development director of Versed Skin Care. "We have found a spare testing institution and tried our best to shorten the testing cycle accordingly."

The above problems also caused Ron Robinson, a cosmetics chemist and founder of BeautyStat, to feel "frustrated" when he launched a new product in early June and failed to conduct clinical trials to prove its efficacy.

"Before the release of the product, we have completed the safety test and internal performance test, so we know that the product is safe and effective ….. but we also hope to be verified by a third party," said Robinson, who completed a four-week test for 31 subjects at the end of July, and wrote in the information description of the product: "90% of crow’s feet, fine lines and wrinkles seem to have improved."

A turning point is coming.

Experts believe that with the epidemic under control, most of these problems can be solved. The sales boom of some products may also stimulate investment in resources needed to accelerate supply chain development.

Dan Langer, chairman of the hair care brand R+Co, said: "People’s interest in health, personal care and sustainability is rising again, and I think we will see real innovation in this industry next year."

Vargas predicts that the slowdown in R&D business will eventually recover, and before that, the whole industry can barely survive. "Now is not the time to introduce new products on a large scale for marketing," she said. "I think products with good quality, high efficiency and simple use will eventually stand out."

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Table tennis world cup: the top 8 has gone out of its 4 th! South Korea and Germany advanced, and the China Taipei team reversed.

On the evening of December 5th, Beijing time, the Chengdu Table Tennis Mixed Team World Cup ended the round robin competition between Group B and Group D, and four seats were born in the list of the top eight. China’s two table tennis rivals, German and Korean, were promoted without accident, while the other two places were won by Slovak and China Taipei teams respectively.

In particular, it is worth mentioning that in the final showdown with Singapore, the China Taipei team fell behind 5-7 and made a three-game reversal. At the same time of the final 8-7 reversal, it was not easy to beat Singapore by a total score of 26-25. Please see below for the detailed situation.

In this competition, the teams with the highest ranking in Group B and Group D are Germany and South Korea respectively, but their strengths are different-the six main players of the German team, Ochalov, Qiu Dang, Francesca, Bohr, Han Ying and Mittham, did not participate in the competition, and only Shan Xiaona was regarded as the first-class master of foreign associations, with greatly reduced strength and far less advantages than usual.

As for South Korea, this time, it is an active registration and a gathering of experts. Almost all the stronger ace athletes have participated, and they are far ahead in this group, so it is not difficult for them to advance, while the German team is facing a severe test.

After the game started, the South Korean team won two games in a row on the first day. First, it beat Singapore 8-3, then it beat Canada 8-2. It was playing with Chinese players all the time. I didn’t know it, but I thought it was Guoping Team 2 and Team 3, but Jin Naying lost 1-2 unexpectedly. However, when Germany met the Egyptian team in Africa, they all stumbled and finally won 8-3, which was really uncomfortable.

After the next day’s game, the Korean team continued to exert its strength, winning 8-2 in China and 8-1 in India to become the first in the group, while Germany won 8-3 in Portugal and 8-1 in Slovakia, winning all four games. It is indeed "a thin camel is bigger than a horse"!

The strongest team in Group B was originally Portugal, but their two main players, Freitas and Apollonia, didn’t come, and they lost to Slovakia by one point, ranking third. As for Egypt, they were at the bottom of the total score and missed the promotion.

The competition in Group D was fierce. The China Taipei team without Lin Yunru, Chuan Chih Yuan and Zheng Yijing had the same score as Singapore before the final battle, and then the two teams had a very fierce competition. At one time, they were pushed into a desperate situation after falling behind 5-6, and finally won the last promotion place with 8-7, becoming the fourth team to pass the customs. It was really fierce competition!

The game is still going on, let’s wait for the new battle report to come back!

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Beauty cosmetics or become the next dark horse of Russian e-commerce

According to YooKassa data, in 2022, the sales of Russian beauty cosmetics e-commerce reached 38.35 billion rubles (about 3.9 million US dollars), and the share of beauty and health products in the Russian e-commerce market accounted for 7.7%, ranking the top five in sales.

Prior to this, Russia’s beauty market was mainly occupied by some European and American brands, including Estée Lauder, Fa, Palmolive, Lush, NYX, Kiehl’s, Wella, Guerlain, Dior and so on. As we all know, since the conflict between Russia and Ukraine in 2022, the West has imposed unprecedented sanctions on Russia, and a large number of companies have withdrawn.

This phenomenon has led to a large number of gaps in the beauty market, providing opportunities for other brands and emerging enterprises to enter the market. For example, China’s beauty brand Perfect Diary has emerged in the Russian market, and its market share is growing. In addition, Russian local brands such as Henney and Svoboda have also gained some recognition in the domestic market.

The Russian beauty market is in a reshuffle period, with new and old brands alternating. Russia did not encounter the economic avalanche as expected by the west, but lived well. The Russian beauty market is expected to expand further. If you are a cross-border e-commerce company doing beauty categories, you can consider it.

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Latest! 2023 Beauty Trend Released

"The cold winter is passing, but the era of passive growth is over. Only high-quality and strong brands are the core guarantee for crossing the cycle in the stock game market."

Jiang Nanchun, the founder and chairman of Focus Media, spoke of the challenges faced by enterprises in the post-epidemic era.

The year of 2023 is a year of seeking certainty in uncertainty and a year of seeking to break the situation in change. Where are the opportunities for brand innovation and growth in the future?

The 2023CiE Beauty Innovation Exhibition, which is in full swing, has invited 100+ industry coffees to deeply analyze the latest trends of beauty through various special activities such as marketing innovation forum, raw material innovation forum and channel growth forum, so as to help enterprises seize the opportunities.

Raw materials:

Exclusive raw materials are the strongest "weapons"

"All major fields are paying more and more attention to the upstream of the industry and research and development. The’ stuck neck’ problem in the cosmetics industry is the innovation of raw materials. China’s innovation in raw materials has great room for development." Deng Min, founder of CiE Beauty Innovation Exhibition and chairman of Pinguan, said the importance of raw material innovation.

In fact, many enterprises have also become strong competitors in the cosmetics market with their own "exclusive raw materials".

Wang pu, General Manager of Shanghai Youren Biotechnology Co., Ltd.

Wang pu, general manager of Shanghai Youren Biotechnology Co., Ltd. said that various product concepts are popular in the skin care market. "But no matter how the market wind changes, safety and efficacy have always been the constant pursuit of consumers." Based on this judgment, Shanghai Youren cooperated with Japan Osaka Active Collagen Innovation Joint Laboratory to launch the "Transdermal Micro Collagen Essence", which focuses on anti-aging effect and is also safe.

As one of the well-known enterprises in the field of collagen, Duan Zhiguang, senior vice president and R&D director of Giant Bio, also shared the development history and efficacy research progress of Giant Bio in the field of recombinant collagen. He pointed out that "recombinant collagen can be used in biomedical materials, dermatology and skin care and beauty, and it is safer and more effective than animal collagen."

In order to establish core barriers, some brands choose to cooperate with raw material suppliers or colleges to develop exclusive raw materials. A typical example is Youshiyan, an anti-aging brand specializing in Chinese skin. According to Du Le, the founder, Youshiyan cooperated with Zhejiang University to develop Gravi-A, a retinol combination anti-aging ingredient suitable for Chinese people, and launched a series of anti-aging products such as "black gravity" essence.

In addition to the "anti-aging" track, "precise skin care" is also a word frequently mentioned by speakers.

Mei Hexiang, the founder of Fortu Medicine and Chapter 14, pointed out that to achieve accurate skin care, we need to have seven elements-accurate insight into the needs of consumers, accurate identification of target pathways, accurate screening of synergistic effects of active ingredients, accurate delivery methods of dosage forms, objective verification of large samples and multi-centers, adverse reaction monitoring, and accurate delivery mode.

Mei Hexiang, founder of "Futu Medicine" and Chapter 14

Li Junxiang, deputy director of the Aging Science Innovation Research and Development Center of Yangtze River Delta Research Institute in Tsinghua, Zhejiang Province, believes that there are still four difficulties in the field of functional skin care: it is difficult to analyze and identify, it is difficult to identify functions, it is difficult to design accurately, and the cost of trial and error is high. Bioinformatics, computational biology and synthetic biology have become the latest biotechnology solutions for functional skin care active ingredients.

Wise men think far and seek deep. In recent years, more and more attention has been paid to green sustainable development. Sun Ling, business director of Fenmeiyi Fragrant Raw Materials in Greater China, said that Fenmeiyi has always taken "sustainability" and "high transparency" as its core values. Wang Ruiyan, director of research and development management of biological bioactive substances in Huaxi, also pointed out that green cosmetics featuring natural environmental protection are becoming a global trend. "We develop synthetic biology, that is, to innovate cell factories, develop green bio-manufacturing and produce six categories of bioactive substances to help peak carbon dioxide emissions and achieve the goal of carbon neutrality."

New products:

Exclusive formula/black technology becomes standard

In this CiE Beauty Innovation Exhibition, companies have brought new products to the show, and many brands also use the exhibition as a competitive platform for the first show of new products.

At the new product launch conference, Mibel not only invited famous experts and scholars to discuss the sensitive skin care market in depth, but also released a new product "3A Purple Essence". According to reports, this product adopts the exclusive patented technology ECT- HA of Mibel, and the essence of Yuefuning and Black Rose to achieve defensive and anti-aging. It is a rare A alcohol essence available for sensitive muscles in China.

Mibel’s new product "3A Purple Essence"

Dr. Ling, a scientist brand specializing in dry skin anti-aging, made a heavy appearance with "one new technology and two new products". According to reports, "full molecular weight hyaluronic acid technology" can fundamentally solve the anti-aging problem that traditional hyaluronic acid can’t solve, and two new products, "Dr. Ling’s light eye mask (pilot’s eye mask)" and "Dr. Ling’s light and compact double extraction essence", have created a new era of effective anti-aging for dry skin.

In the innovation exhibition, there is also Zhang Yuya who "shows muscles" in a high-profile way. According to reports, Zhan Xiya created the high-permeability delivery technology of Polypeptide based on the intelligent targeted supramolecular technology platform, which can guarantee the activity of polypeptide, realize accurate delivery and multi-dimensional anti-aging. The transformation result of this technology-Zhaneya’s "4-dimensional light lines" series also shocked the appearance, which is said to solve the problem of skin aging from the inside out.

Zhan Xiuya’s "4-dimensional light pattern" series

As an innovator in the category of beauty tools, Jiuhao Jiapin shared its innovation in intelligent and automated production of beauty tools and research and development of new products. According to reports, Jiuhao Jiapin’s original powder puff raw materials create a special research formula, with more than 20 patented products, and has created a number of best-selling explosives such as 9++Rubycell air cushion powder puff and lotus root velvet powder puff.

Category:

Abandon "Big and Complete" and Focus on "Small and Beautiful"

Timely understanding and insight into the trend of the global cosmetics market means that enterprises can ride the wind and get twice the result with half the effort.

With the rise of the "ingredient party", ingredients with efficacy have become the standard for young people to buy skin care products. At the data trend forum on February 22nd, Xu Hong, the partner of Beauty Practice, released the "TOP30 list of effective ingredients in 2022", and nicotinamide, sodium hyaluronate and Centella asiatica extract ranked in the TOP3.

Xu Hong, partner of beautiful practice.

"The rankings of these three classic ingredients have not changed much, and they are’ evergreen trees’ in the ingredient world. Xu Hong pointed out that in recent years, there have also been some new phenomena, such as the soaring popularity of olive ingredients, the continuous fiery heat of plant ingredients, and the popularity of new raw materials, among which psoralen is highly concerned.

Du Lei, deputy director of beauty and personal care research at Mintel, shared three major trends of beauty and personal care in 2023 from a global perspective: first, the development of beautiful prescriptions, that is, communicating with consumers in a scientific and transparent way to meet their individual needs, such as a Newpage; The second is the advanced self-care, that is, to provide consumers with products with rich sensory experience and enhance their sense of self-care, such as Amore Pacific’s brand Longtake;; Third, the interactive mode is rejuvenated. Offline retail is no longer just a place to sell goods, but needs to be fun, such as Harmay’s plum blossom market.

According to Lin Kaizhuo, the founder &CEO of Shanghai Language Analysis Information Consulting Co., Ltd. (users said), there will be five categories of opportunities in 2023: essential oil, body cleansing, beauty tools, men’s make-up and travel/experience clothes, as well as four hot trends: pure beauty, precise skin care, skin barrier, multi-effect integration, and three development opportunities: minimalist skin care, aromatherapy, and so on.

Lin Kaizhuo, founder and &CEO of Shanghai Analytical Information Consulting Co., Ltd. (user said)

Huang Keming, a senior analyst of Xieshu Consulting, deeply dismantled the gameplay and highlights of various e-commerce platforms through data. She pointed out that Tmall is still the main platform for consumers to buy beauty cosmetics, and the decline of makeup is obvious, and skin care has entered the stage of stock competition. "On the product side, before the economy recovers completely, brands can pay attention to the track they just need, abandon’ big and complete’, focus on’ small and beautiful’, and achieve overtaking in corners in terms of sub-categories and personalized needs. "

In the era when face value is justice, a good product cannot be separated from eye-catching packaging design. Huang Xiaojing, strategic director and partner of YANG DESIGN, analyzed the design trend of cosmetics packaging in China in 2023 from an aesthetic perspective. "With a huge amount of information and burnout, young consumers are eager to find emotional outlets. Packaging design should pay attention to the same frequency of senses and emotional resonance, and fight against mediocre daily life with sincere poetic beauty."

Marketing:

"Point-line-surface" combination to play a good combination boxing

Under the epidemic situation, enterprises are struggling, but there are still many brands growing against the trend. For example, Kwadi, a brand owned by Huaxi Bio, has become a domestic brand with annual sales exceeding 1 billion in three years.

The person in charge of Quadi brand believes that products are the soul of the brand, and at the same time, it also needs innovation in marketing, "opening the channel between product creators and consumers."

Quady brand managers are numerous and complicated.

Branches with multiple identities share the secrets of how to use the IP of the manager to incite the new growth leverage of brand retail: one is sincerity, and the other is being yourself. "Sincerity is always a killer skill." She said that when sincere communication with fans and sharing within their capabilities benefit them, the brand will have growth points and opportunities to incite traffic.

As the originator of the beauty and skin care ingredients party and the best-selling author of beauty, Kenjijoel believes that beauty experts are actually the influencer of a decision, and professionalism and deep cultivation of vertical fields have become the basic requirements. Creating personal IP and stalk-making ability to gain the resonance of consumers is the key to finally get traffic.

In addition to empowering brands with personal IP, bilibili and Xiaohongshu are also new heights for the rapid growth of beauty care brands.

Xu Qianya, senior director of the marketing center and FMCG industry, pointed out that brands can link young consumers and convey brand opinions and attitudes through three ways: brand rejuvenation, IP co-creation, and planting grass to bring goods, so as to gain the value recognition of the Z generation.

Qian Yue, director of South China Beauty Care Industry of Xiaohongshu Commercial Company, took three brands, namely corlorkey Laqi, Estee Lauder and Nature Hall, as examples to tell the whole story about how beauty brands play in Xiaohongshu. If you want to "grow" a good product in Xiaohongshu, you need to follow the "IDEA methodology", that is, Insight (insight into product opportunities), Define (define product strategy) and Expand (breakdown category track).

Qian Yue, Director of Xiaohongshu Commercial South China Beauty Care Industry

For a long time, big promotion is an unavoidable node in brand marketing strategy. In this regard, Millennium reminds that it is no longer feasible to invest only in the small red book in the form of pulse of large nodes in today’s market. "Only by relying on the daily marketing accumulation throughout the year, combined with the combination of pulse-burst of big promotion nodes, the full-link marketing of’ point-line-surface’ can help the brand grow in a long-term manner. "

In addition, He Ling, Marketing Director of Wanmei Mobile in China, shared a new paradigm of empowering online sales of beauty cosmetics with Meta-Universe AI/AR technology. He Ling pointed out that the Meta-Universe is still in a booming stage in China, and Play Beauty Mobile can provide consumers with a real digital AR virtual makeup online shopping experience through AgileFace? face detection and tracking technology, thereby enhancing the sales transformation and revenue of platforms or brands.

Channel:

Change from "managing goods" to "managing customers"

With the recovery of the market and the rising of fireworks at the consumer end, how should the channels be adjusted? In the channel growth forum, leaders from different online and offline formats and different tracks in the public domain and private domain shared their business ideas from many dimensions such as store design, product selection, customer maintenance and private domain.

It is the consensus of many speakers to build "people-goods-field" based on the needs of consumers.

As the "benchmark" of beauty chain stores, Wu Qinglin, the founder of Merrill Lynch Beauty, shared the internal logic of the company’s growth. The key is to insist on choosing products from the perspective of consumers and change from "managing goods" to "managing customers". "You think that good things are not easy to sell, and ordinary things are easy to sell, which means that your aesthetics, consumption concept and level are different from those of young people." The way to break through the beauty of Merrill Lynch is to understand the needs of consumers, select bar codes and increase the purchase volume of single products.

Wu Qinglin, founder of Merrill Lynch Beauty Cosmetics

Grace Cheng, director of brand development of HARMAY Huamei, also holds the same view. In her view, Huamei reconstructs the "people-goods-field" of beauty retail with new operational logic, and creates a differentiated and recognizable store image on the basis of selected products, "all in order to better meet the needs of young consumers, including skin care demands and spiritual needs."

Grace Cheng, Director of Brand Development of HARMAY Huamei

Meituan flash shopping, which captures young consumers with "30-minute delivery", has become one of the fast-growing new retail channels. Zhu Lin, the person in charge of the beauty care of Meituan Flash Shopping, said that the consumption habits of young people have changed, gradually shifting from planned consumption to instant consumption. "This means that instant retail will play an increasingly important role in daily life."

Nowadays, the importance of online channels is becoming increasingly prominent. Chu Qingge, an expert on beauty products from afar, pointed out that with the simultaneous promotion of technology, supply, demand and policy, the scale of the live e-commerce market is expanding, and it is estimated that it will be nearly 500 million yuan in 2023. In this fast-growing track, beauty occupies an important position. "The future growth point of domestic beauty may be hidden in live e-commerce."

Brandy Wang Xingran, the manager of the Goddess Group, who is good at private domain operation, gave her own suggestions on how to build a private domain community with high customer unit price. She said that the core of the community is nothing more than two major factors: IP staffing and trust. "The head of the team should first establish his own staffing, and then consider how to sell after-sales, not only to effectively solve problems, but also to make consumers feel satisfied and surprised."

e-commerce platform

Aauto Quicker, JD.COM and Pinduoduo collectively sought change.

The trend of beauty e-commerce platform largely determines the success or failure of beauty online business. What are the innovations in the e-commerce platform in 2023?

"The biggest change this year is that Aauto Quicker e-commerce will change from the dimension of operators to the dimension of operating goods. "Jiu ‘an, the person in charge of Aauto Quicker e-commerce beauty industry, said that, specifically, the operation of" goods "will start from three dimensions: recruiting high-growth categories, recruiting brands that are scarce in price segments or categories, and helping brands to make a big single product strategy.

Jiu ‘an pointed out that under such changes, in 2023, Aauto Quicker Beauty will usher in seven innovations, including new supply, new distribution, new users, new scenes, new marketing and new experiences.

"In 2023, JD.COM Beauty will regain its low-price strategy, pay more attention to the three dimensions of cost, efficiency and empowerment, and strive to provide businesses with more and more optimized platform policies, as well as more flexible operation and business models to help beauty businesses find more certain and sustainable growth opportunities in an uncertain market environment." Hou Chuangfeng, investment manager of JD.COM Retail Investment Promotion Department, said.

Hou Chuangfeng, Investment Manager of JD.COM Retail Investment Promotion Department

"The marketing structure of JD.COM Beauty throughout the year revolves around three points. The first is a strong outbreak, the second is a strong user experience, and the third is the satisfaction of strong demand." Wang Ze, multi-brand category operation manager of JD.COM Retail Beauty Department and Beauty Brand POP Department, added. In his view, "sinking the market will become an important source of business growth this year."

Pinduoduo set his sights on overseas. Ben Chao, head of investment promotion in Pinduoduo’s beauty industry, said, "Consumption downgrade will become the overall consumption trend in Europe and the United States, and foreign consumers will have a more cautious attitude towards their own consumption expenditure, which also provides a broad market space for Pinduoduo’s cross-border e-commerce platform Temu."

In addition, the cicada master & the person in charge of cicada mother shared the new opportunities and challenges faced by the make-up and skin care track around the trend analysis and brand case analysis of Tik Tok e-commerce beauty and skin care business. The product selection activities organized by Magic Horse Club also gathered more than 20 live delivery agencies and private group buying agencies to directly cooperate and negotiate with brands, and the atmosphere was warm.

MCN mechanism

It’s time to test refined operation.

Based on years of experience and strong operating system, Lu Xi, a partner of Tusu, said that the quickest way for a new brand to achieve a positive cycle of product efficiency is to "arrange and combine", that is, a label, and the selling point of the product should be clear; Two kinds of content, that is, planting grass content for consumers to see, endorsement content for consumers to trust; Three-dimensional form, the natural attention obtained after short video instant exposure, the search traffic intercepted after long-term grass planting accumulation, and the sales conversion obtained by sowing grass; N times of contact is to deepen brand awareness and word of mouth after repeatedly reaching consumers through various forms.

Using this methodology, Tisu has helped 220+new brands to achieve a starting point from 0 to 1.

So, how should beauty bloggers empower brands through content? Wang Qian, VP of Tissu, believes that on the one hand, it is necessary to provide interesting and useful content to consumers; On the other hand, it provides effective value to the brand.

Chen Mengqi, VP of Chenfan Hongren Business Department, divides the development of e-commerce channels into three eras: the era when products are king, and good products bring their own traffic; In the era when traffic is king, MCN institutions attract traffic through contracted or self-hatched KOL/KOC; Now entering the era of e-commerce 3.0, users’ access mode, insight into consumers’ needs, traffic conversion efficiency, and differentiation of goods selection are all issues that need to be paid attention to and solved by MCN organizations.

"In the era of e-commerce 3.0, although Daren plays a new role and has new value in the link of brand marketing, product strength is the first priority." Chen Mengqi said.

Da Renwen, co-founder of the new culture and well-known e-commerce.

Daren Renwen, the co-founder of the new culture and a well-known e-commerce, admits that he is more like a marathon runner walking side by side with the brand than the "short-lived" traffic. She has been thinking about how to maximize the efficiency of the brand to achieve the integration of product and effect, and finally found that "star single product+one product and one policy integrated marketing is the key to cooperation with the brand." Since then, the new culture has used this methodology to create a number of explosions.

Yichuan, director of the new culture planning at the beginning of the year, believes that the public’s attention is constantly shifted, the life cycle of the explosion is shortened, and the content is exploding, while the content iteration is also accelerating. Beauty brands are eager for refined operation ability, so it is time to test the refined operation of MCN institutions, and MCN institutions should pay more attention to the improvement of efficiency.

"What Kuaimei is doing is to use short videos as a fulcrum to incite the commercial marketing value from planting grass to pulling grass." Fang Zhi, general manager of Kuaimei Marketing Center, said that the commercialization of short videos is actually like a banking model, where brands experience the storage of content assets and reap the wealth brought by content assets.

Liu Ling, general manager of Kuaimei E-commerce Center, shared the model of Kuaimei’s new brand growth 3.0, "content-centered product efficiency and sales synergy."

Based on the three dimensions of brand, effect and sales, this model provides multiple services for brands, including short video content planting, information flow advertising and live broadcast with goods.

(Note: The "anti-aging" and "anti-aging" mentioned in this article refer to the functions of anti-wrinkle and firming skin. )

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Looking at the badminton world pattern from the finals seats, China still ranks first, and South Korea rises rapidly.

Hello everyone! Today we will talk about the new pattern of badminton world. The allocation of seats in the latest finals has been released, and we can clearly see that the dominance of badminton in China is still standing, and the Korean team is also rising rapidly. So, let’s discuss the story behind all this!

China has always been a strong player in badminton, and this time is no exception. They won several seats in the finals, showing their dominance. China’s players are excellent in both strength and experience. They are always so calm and confident in the competition. China has many top players, including elegant Lin Dan, enduring Chen Long and Li Zongwei. They are skilled in technology and flexible in tactics, and every game can bring surprises to the audience. China’s great strength is beyond the reach of other countries, and their great advantage in badminton is beyond doubt.

However, under the rule of China, the South Korean team launched a strong counterattack. South Korean players have performed well in recent years, and they constantly show their strength to the world. In the recent allocation of seats in the finals, the South Korean team also won a considerable number of seats, which shows that they have become one of China’s biggest competitors. Korean players, such as Song Jiani, Jin Suhui and Woojin Jo, showed their excellent skills and tenacious fighting spirit. They tried their best on the court and shone brilliantly. The rise of the Korean team has shocked and surprised the whole badminton world.

As badminton lovers, we can’t help asking: What is the reason behind all this? The reason why China team has been at the top of the world badminton for a long time is that it has strong teamwork and strict training besides selecting and cultivating many excellent players. They pay attention to every detail and constantly improve their competition skills and strategic awareness. In recent years, the South Korean team has increased its investment in badminton and systematically trained its players. They pay attention to the polishing of basic skills and the improvement of physical fitness, and strive to occupy an advantage in the competition. These factors make China and South Korea both occupy an important position in the world badminton.

Generally speaking, the pattern of badminton world is changing. China is still at the top of the list, but the rise of South Korea makes people see more competition and possibilities. In any case, this kind of competition will inspire more excellent players and wonderful games, and bring us more attention and expectation. Let’s look forward to the next exciting badminton match!