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What is culture？ What is culture？

Everyone knows the word "culture" and can generally understand the basic meaning of the word "culture", but what is culture? What is the definition of culture? There are not many people who can answer it or answer it completely. I don’t blame you, and no one has to blame themselves. Because, although human civilization has lasted for 5,000 years, up to now, due to the lack of real understanding of the extension of culture and the infiltration of different historical views, the concept of "culture" has not been universally accepted by everyone. Let me briefly list it below. Do you agree with that one, or try to give it to "?

First, the definition of "culture" According to statistics, since the history of civilization, there have been countless definitions of "culture". According to the statistics of "An Introduction to Cross-cultural Communication", since 1871, there have been more than 300 definitions of "culture" in the world, too many, and some of them are not in line with our traditional culture and values, so we omit some and choose to list them as follows.

1. The word "culture" comes back. The word "culture" in China first appeared in the Book of Changes: civilization stops, and humanity is also. Look at the humanities and turn it into the world. Here, "Wen" and "Hua" have not yet been linked together, but the meaning is already there. The main meaning of "cultural success" is "civilized education". What connects the words "Wen" and "Hua" is Liu Xiang’s "Shuo Yuan" in the Han Dynasty: where martial arts flourish, they refuse to accept it, their culture does not change, and then they are punished. Liu Xiang’s word "culture" means "Wen Zhi" as opposed to "Wu Zhi". It can be seen vertically that the words "culture" used above mainly refer to the contents of "morality" and "rule by virtue", and are not the concept of "culture" in a complete sense.

2. Marx’s definition of "culture" "Culture" is the sum total of the lifestyle of a country or a nation. It is believed that people’s lifestyle is "culture", and what kind of lifestyle is there, such as China culture and American culture.

3, Xu Jialu in the article "On National Cultural Security" elaborated"Culture" can be summarized into three parts: one is to deal with the relationship between people; The second is to deal with the relationship between man and nature; The third is to deal with the relationship between reality and the future. Furthermore, it is believed that these three articles are the core content of human culture and the most fundamental problem of culture.

Note:Xu Jialu served as Vice Chairman of the National People’s Congress Standing Committee (NPCSC), Chairman of the Central Committee of the Democratic Progressive Party, Director state language commission and Special Adviser of the Maritime Silk Road Association.

4, philosophy and sociology subject understanding:"Culture" is a process, a state and a realm of human development, and the integration of process, state and realm is the true meaning of culture.

5. Most people in the field of science and culture believe that"Culture" is a relatively stable, independent and complete sum of social norms that human beings maintain the survival and development of various social groups.

6. Anthropological groups believe thatEverything between a group that is different from other groups except genetic genes is called "culture". Here, they regard culture as a variable of economic development, which is prone to the problem of cultural autocracy or chauvinism.

7, empiricists believe thatCulture is produced in the common life and work activities of human beings, and it is the core of mutual recognition within the nation.

Second, the characteristics or characteristics of "culture" There are many characteristics of "culture", but there are three main ones.

1. Culture is a derivative of human evolution.Natural existence is not culture, only what is processed or produced by human beings intentionally or unintentionally is culture. The commonness of human beings is not culture but human nature, and the characteristics of individuals are not culture, but personality. What is inherited is not culture, but instinct. Culture is a social product created by human beings and accepted or followed by members of society. What is privately owned by individuals and not understood and accepted by other members of society cannot be called culture. For example, attraction between men and women is not called culture, but marriage in love is culture, because it is natural instinct for men and women to like each other, while marriage in love is acquired.

2. "Culture" has the characteristics of applicability.. Once "culture" is formed, it has adaptive characteristics. Under certain conditions, people must adapt to it, otherwise it will be eliminated or marginalized, that is, "anomie". Of course, if you are strong enough, you can also try to change the "culture". Usually, this is what revolutionaries and reformers do. This leads to the problem of "culture" inclusiveness. Generally speaking, a strong culture is less inclusive, while a weak culture shows a higher tolerance or tolerance. Cultural inclusiveness is positively related to social openness and cultural civilization.

3. "Culture" is hierarchical. It is roughly divided into three layers. The first layer is the surface layer, which is mainly expressed through human’s basic necessities. For example, eating without snapping your mouth, walking with your head held high, etc. are all manifestations of "culture" The second layer is the middle layer, such as art, customs, rules, law, religion, etc. Their common feature is to express their thoughts or will with the help of materials. The third layer is the bottom layer, which is what we usually call the bottom logic. This bottom logic refers to the outlook on life, values, ethics and aesthetics. These "four views" reflect the relationship between people, people and nature, reality and future, which constitute the soul of a nation.

The three layers of "culture" are not insulated and often interact and link, but it is relatively easy to change food, clothing, housing and transportation, and it is relatively difficult to change the underlying culture.

Third, the value or use of "culture" The value of "culture" to life is multi-angle and multi-faceted, and it is impossible to exhaust it. Here, we only choose the role of "culture" in explaining the most valuable life dilemma, and it is useless to talk a little.

1, a culture can "reveal" their own life difficulties, and criticize or vent.. Qu Yuan’s "asking for heaven" belongs to this category. For another example, poor and ugly people, when buying goods or receiving services, often dare not question the quality of goods or services, and are used to finding reasons from themselves. For example, an ugly woman’s hair is broken, and she dare not blame the stylist, but blame herself for being ugly.

2. Give value to the dilemma.For example, Mencius, the sage of Asia, said: Therefore, people are going to be demoted, so they must first suffer from their minds, work hard on their bones and muscles, starve their bodies and skin, and be empty of their bodies, so they can’t be patient. Another example is the saying that difficulties are tempered. Another example is that the young people’s death to save the elderly is negative from the biological point of view, but if it is explained by "culture", it belongs to a positive and worth promoting behavior.

Expounding the above reason, I mainly want to explain that, with or without knowledge, one can understand or learn the above thinking or thinking mode, even if he is "literate", otherwise, no matter how much he recites, he can’t be said to be a "literate person", and using the calligraphy of the phonograph world is called the study of asking questions.

Fourth, what is "literate" According to the above concepts and analysis, although "culture" is the externalization of knowledge, the cultural connotation of externalized knowledge is far from this. Therefore, having knowledge does not mean having culture, so how can it be regarded as "having culture"?

1. Only knowledge can lead to culture.Knowledge is the shell and expression of culture. Without knowledge, it is not only difficult to form a scientific way of thinking, but also difficult to express and communicate effectively. To reiterate, knowledge refers not only to book knowledge, but also to life experiences, experiences and civilized achievements that have been sublimated into culture, such as life knowledge, labor skills and people’s common habits.

2, can use knowledge and use knowledge to build values recognized by the orthodox system, is a culture.Culture is essentially a quality, and a qualified person has the ability to explain the value world and transcend the survival difficulties. In short, a person with culture and quality not only has the ability to create the value world, but also can let himself and others transcend the survival difficulties in the future.

Description: 1,Culture is the main symbol of human evolution from animals. Animals have no culture, only humans have culture. 2. The word "value" has the same meaning as the word "meaning", but the difference is that "value" is a foreign word, while "meaning" is a local word and a traditional term.

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German doctor exposure： There is a disease that is the hardest hit area of ＂over-medical treatment＂ or becomes a means of making money.

According to news reports, a woman named Wagner in Germany was arrested because.The back pain is unbearableShe went to the hospital for many times, and the attending doctor made a variety of diagnosis and treatment plans for her, but all of them had little effect.

Seeing that conventional treatment was ineffective, Ms. Gewana came up with the idea of radical cure of back pain through surgery. However, after many operations in the plastic surgery hospital, Ms. Gewana’s back pain has not eased, but has become more and more serious.

According to a report in the German weekly Der Spiegel,In two years, Ms. Gwana underwent six major operations and treated 26 spinal positions.. However, complicated surgery still can’t completely solve Ms. Wagner’s back pain. Now she is 80 years old and has to rely on a walker to walk.

In fact, cases like Ms. Wagner are not uncommon. According to the data, in 2020, there were 387,000 back operations in Germany, 71% more than 14 years ago, and more and more spinal interventions can be paid separately in each operation. In this regard, many medical experts began to question the rationality of such operations.

By analyzing the data of more than 7,500 people from 2015 to 2021, German doctor Michael Belal and his colleagues concluded that,Less than 5% of the suggestions for back surgery are reasonable. This means that most spinal interventions are unnecessary, and about 95% of cases have experienced "over-medical treatment".

Many people have had shoulder back pain and low back pain. The main reason why back pain is common is that,Back pain is usually caused by muscle strain caused by poor sitting posture or muscle weakness caused by lack of exercise, which leads to "neck, shoulder and back pain". Especially smokers over 40 years old, because nicotine is absorbed into the blood, it will cause vasoconstriction and spasm, reduce blood supply, and affect the blood circulation outside the intervertebral disc. The symptoms of back pain may be more serious.

It can be seen that not all back pain problems require surgical intervention. Pain doctor Michael K thinks:"In the back treatment, filming, puncture and cutting are particularly profitable. As a result, there are too many such operations. "

In fact, in addition to the back pain caused by tumor, smokers suffer from chronic low back pain. If they quit smoking for a period of time, they will find that the pain has improved. Exercise to strengthen the function of the back muscles through swimming and other sports is also helpful to exercise the back muscles and spinal joints and relieve the symptoms of back pain.

In China, overtreatment also exists.Former Vice Minister of Health Huang JiefuI once bluntly said at a meeting: "Many medicines should not be taken, but they are being taken; Many treatments are not needed, but they are still being done; Many operations will only make patients more painful, but they are also being done."

Huang Jiefu appealed that the phenomena of "ineffective medical treatment" and "over-medical treatment" in China need to be reflected. Is every treatment necessary? We need to re-examine the problem.

Excessive medical treatment is a diagnosis and treatment behavior that exceeds the actual needs of diseases, which usually manifests as excessive medication, excessive examination, excessive hospitalization, excessive consumables, abuse of surgery and antibiotics, etc., which will lead to a huge waste of social medical resources.

The most direct disadvantage of overtreatment is thatIncrease the burden on patientsThe emergence of "expensive medical treatment" has caused some people to look down on the disease. According to the data, the waste of medical resources can reach 20%-30% due to the abuse of drugs and inspections by medical institutions.

Secondly,Harm the health of patients, resulting in an increase in iatrogenic diseases.. For example, the data show that the cases of drug-induced liver damage in China are increasing at a rate of 3%-4.5% every year, and there are often cases in which patients with hepatitis B get worse or even worse after blindly using traditional Chinese medicine compound.

Overtreatment may alsoDamage the doctor-patient relationship,Affect social harmony. Random inspections, arbitrary charges and the appearance of "sky-high medical care" have greatly damaged the image of medical institutions and medical personnel.

1. Cervical erosion

The term "cervical erosion" has been abandoned at present, and it has been replaced by"Ectopic columnar epithelium of cervix"Nouns. The so-called "cervical erosion" is essentially the eversion of cervical columnar epithelium, which is exposed to the external cervix. The columnar epithelium is arranged in a single layer, and there is a rich vascular network under it. The columnar epithelium fuses with each other into villi or granules to form a rough appearance.

In the past, because many doctors lacked a correct understanding of "cervical erosion", clinical overtreatment or improper treatment often occurred and was quite serious. This is not only the problem of antibiotic abuse, but also the abuse of loop electrode resection in many hospitals to treat "cervical erosion", which leads to women’s health problems such as cervical adhesion, decreased cervical secretion, cervical endometriosis and cervical incompetence.

Clinically, gynecological examination found that the outside of the cervix was red, striped or granular.Local cleaners do not need treatment at all.; If there is purulent secretion, it can be treated by local vaginal plugging for several days; If the area is extremely large and there is no obvious improvement after local treatment, cervical cytology and HPV-DNA detection should be done, and artificial cervical cancer screening is the correct way if necessary.

2, thyroid nodules

Among thyroid nodules, 80%~90% are nodular goiter, which belongs to thyroid tissue hyperplasia and degenerative diseases, not to tumors, and there is no surgical indication.Only 5%~10% of thyroid cancer may need surgery.

However, due to the low level of ultrasound and cytology diagnosis in some hospitals in China, it is impossible to distinguish the benign and malignant nature of nodules before operation, so that some doctors operate on all patients with thyroid nodules, which not only wastes a lot of medical resources, but also causes different degrees of damage to the appearance and function of patients.

Experts say that more than 80% of thyroid nodules are benign, and under normal circumstances, they have no obvious impact on human health, just need regular observation. Benign nodules generally do not require surgery, and only have symptoms of oppression such as dysphagia and dyspnea, or are found.The rapid enlargement of nodules in a short time and suspicious lymph node metastasis under the condition of unchanged nodule size indicate that the lesions are progressing continuously and should be treated surgically.

3. Heart stent

In 2013, the American Medical Association released a report saying that stents are one of the most frequently abused medical interventions. In this regard,Hu Dayi, Chairman of Cardiovascular Branch of Chinese Medical Association.The professor said: "The problem of heart stent abuse in China is not more optimistic than that in the United States. Few patients abroad need more than three stents. But in China, many patients have been placed with 5 to 10 stents, which is obvious over-medical treatment. "

Professor Hu Dayi said that some patients did not meet the indications of interventional therapy, but were placed with one or more stents. Because they did not take medicine on time after operation, they developed thrombosis, which led to more serious myocardial infarction.

Before considering stent surgery, patients diagnosed with coronary artery obstructive disease should focus on lifestyle changes, such as not smoking, eating a healthy diet and exercising according to regulations. This also means that this group of people should receive a variety of necessary drug treatments, such as aspirin to prevent thrombosis, beta-blockers to slow down heart rate and control blood pressure, and statins to lower cholesterol levels.Paying attention to preventive lifestyle changes and drug treatment are often the best methods for patients with coronary heart disease.

4. Cancer screening

Han Qide, an academician of China Academy of Sciences, once pointed out at the "Medical and Humanities Summit Forum" that heIt is not recommended that healthy people do cancer screening.

He explained that "early cancer" and "lazy cancer" hidden in people’s bodies do not matter even if they are not found and not treated. This has also become his questioning point about the universal cancer early screening technology and early detection and early treatment strategy that are highly praised by the medical community at present. He believes that after cancer is screened out, it may have a negative impact on the screened object: if early intervention is carried out, such as removing early lesions or gene regulation, but a large number of them will eventually develop into severe diseases, it is equal to "getting a knife in vain."

"Early detection and early diagnosis and treatment are beneficial to cancer patients" does not violate logic, and it has become a consensus in the medical field. But cancer screening is different from clinical medical treatment, and not all people and all tumors should be screened. Tumors suitable for screening should have the following characteristics:High incidence, and it is "high incidence in a certain population (high-risk objects)"; Severe prognosis (high mortality); There is a detectable "subclinical stage".

"No disease, excessive inspection, minor illness, serious illness" not only increases the economic burden of patients, damages their health, but also seriously affects the relationship between doctors and patients. It is not only a technical problem, but also a moral problem and a social problem. Only by improving the guidelines for diagnosis and treatment of various diseases, formulating standardized diagnosis and treatment processes, and establishing indicators and management systems for quality control and evaluation of medical services can we achieve "reasonable examination, rational drug use, reasonable treatment and reasonable fees" and let modern medicine benefit the majority of patients. # Questions and answers about chronic diseases #

References:

[1] Mars. Ineffective medical treatment can’t afford injury [N]. Science and Technology Daily, 2016(12).

[2] Liu Bin. Analysis of the safety and countermeasures of clinical rational drug use [J]. International infections diseases (electronic edition) .2020 (01)

[3] Zhang Dayan. On the harm of antibiotic abuse and preventive measures [J]. Psychological Monthly, 2020(08).

Reprinting is prohibited without the permission and authorization of the author.

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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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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. )

[Copyright Tip] This article is the author’s independent opinion, and does not represent the position of Pinguan. com/Pinguan APP. If you need to reprint, please contact the original author. If you need authorization for other contents of this site, please contact meiti@pinguan.com.

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Do you know all the 12 routines of badminton？

Straight lob and straight lob

One person picks the high ball in a straight line, one person hangs the ball in a straight line, and practices repeatedly.

Forehand Pick and Forehand Drop (Straight Line) ▼

Overhead Pick Ball and Overhead Drop Ball (Straight Line) ▼

Straight lob and diagonal lob

One person picks the high ball in a straight line, and the other person hangs diagonally, and practices repeatedly. Different from the last training, this training is diagonal hanging, which increases the difficulty of returning the ball.

Forehand hanging diagonal ▼

Overhead diagonal ▼

Diagonal lob and straight lob

One person picks the high ball diagonally, the other person hangs the straight line, and practices repeatedly. Pay attention to the line change of the return ball.

Pick a diagonal line and hang a straight line forehand ▼

Diagonal lob and diagonal lob

One person picks the diagonal lob, the other hangs the diagonal, and practices repeatedly. At the same time, it increases the difficulty of both parties.

Forehand diagonal lob ▼

Backhand diagonal ▼

Straight-line golf and straight-line killing

One person picks a straight lob, one person kills a straight line, and practices many times. Pay attention to killing the ball and press it as straight as possible.

Kill a straight line ▼

Straight lob and diagonal kill

One person picks the straight lob, the other kills the diagonal, and practices many times. Pay attention to killing the ball and try to kill the diagonal line, and the line should be changed.

Kill diagonal ▼

Diagonal golf and straight line killing

One person picks the diagonal lob, the other kills the straight line, and practices many times. Pay attention to killing the ball and press it as straight as possible.

(Diagonal) The overhead ball kills the straight line ▼

(Diagonal) Forehand lob kills straight line ▼

Diagonal lob and diagonal kill

One person picks the diagonal lob, the other kills the diagonal or diagonal line, and practices many times.

Forehand kills diagonal (Lin Gaoqiu, Li kills diagonal) ▼

Kill the diagonal on the top of the head (Li Gaoqiu, Lin Kill the diagonal) ▼

Kill the internet in a straight line

After killing the ball in a straight line, rub the ball on the net or push the backcourt in a straight line or diagonal line.

Kill the net and push the straight backcourt ▼

Kill the internet diagonally

After diagonally killing the ball, hook the diagonal or push the diagonal line on the net.

After diagonally killing the ball, push the diagonal line on the Internet ▼

Rub the ball in front of the net

High ball

It is suggested to control the high-distance ball in half of the court, and the ball landing point should be within the bottom line as far as possible to avoid too much power out of bounds or too little power not far enough.

The above are several fixed paths of badminton, which can be summarized as follows:

Pick the ball in a straight line, drop the ball, kill the ball and kill the net; Pick the ball diagonally, drop the ball, kill the ball and kill the net; Rub balls and high balls.

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Table tennis World Cup： The schedule will be announced on December 5th! The list of the top 8 was born, and Japan faced a strong enemy.

On December 5th, Beijing time, the Chengdu Table Tennis Team World Cup is about to usher in the second competition day, and the first stage of the competition will also end on this day. The list of the top eight will be ready, and the competition will be more intense!

At present, the China team swept Sweden with an 8-0 victory in the first game, and the next day it will play against the remaining China and Puerto Rico teams in Group A, so it is unlikely to be upset. And next, Japan will encounter an opponent with good strength, that is, the French team with lebrun brothers, Yuan Jianan and others as the backbone, or a fierce battle will break out. Wonderful is worthy of attention! See below for more details.

On the first day of the World Cup, all teams were gradually adapting to the latest 8-win system in 15 games, and most of the top teams won the final victory. The four top seed teams-China, German, Japanese and Korean-all passed the test smoothly, and Guoping even scored a disparity of 8-0. The only surprise was that the Hong Kong team in China lost 7-8 to Puerto Ricans.

Next, Guoping will play against China at 13:00 p.m. and Puerto Rico at 19:00 p.m. on December 5, among which Huang Zhen Ting, Du Kaiyu and A Diaz are undoubtedly the most difficult to deal with, but the main players of Guoping are in an advantage after all, and the probability of winning is obviously higher.

A duel that also started at 13:00 is even more noteworthy, that is, Japan VS France. Friends who are concerned about table tennis know that the French team has made great progress in recent years. A pair of brothers Alex lebrun and Felix lebrun, born after 00, have reached the world-class level, and Yuan Jianan, a woman, has also won Manyu Wang and Ito Meicheng.

Although the French team suffered some losses in the women’s line in this competition, the strength of the men’s line is even worse than that of Japan. If we can break through Zhang Benzhihe and Yukosuke, and the women’s extraordinary performance, we may not be able to bring this formidable enemy down, which is worth looking forward to!

In addition to France, Japan will also play against the United States at 19:00 pm, and the pressure of this game will be much less. However, Zhang An on the other side is in full swing, and he has won Hirano Miwoo before, so it may not be impossible to break through the defense line of the island country again.

There are too many table tennis masters who have not signed up for this competition, so the gold content has declined slightly. However, most of the main players from China, Japan and South Korea have already participated in the war, and the French, China and Hongkong teams are also the best. Generally speaking, there is still some competition. So which eight teams can reach the second stage? Suspense still exists, let’s wait and see: Come on, China!

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