2023 年 12 月 – 第 5 页 – 爱上海419论坛-上海后花园论坛-夜上海论坛-上海龙凤419论坛

Educational life in 4 minutes

After 10 years as a class teacher, I suddenly received a task to shoot a 4-minute video showing my style. 10 years, 3650 days, 87600 hours, now it is not difficult to condense it into 4 minutes. When writing the script, I turned all the photos and videos of the activities since I worked upside down, and wrote a review of the work of the class teacher with more than 5,000 words, still unable to find out what my educational philosophy is. The script was revised six or seven times before it passed the audit.

From "being blind" to making a video with personal characteristics, I summed up some experiences in shooting personal short videos.

As a class teacher, have we ever thought about such a question: What is the power to turn a seed into a big tree? Is it the power of the seed itself? Not exactly. The power to make a seed develop may come from the seed itself. But seeds grow into seedlings and trees need sunshine and rain, and they need strength from the environment and the outside world.

Back to video shooting, we should also pay attention to some external factors:

First, study the contest documents to understand the shooting needs. We can extract key words from the document, such as the need to embody ideas and practices, achievements and talents, teachers’ morality and personal charm.

The second is to pay attention to the details when designing the shooting script. The structure of the script includes, but is not limited to, rapid introduction of educational ideas, performance of practices, characteristic results and other elements. Script design must pay attention to where and when to insert what pictures and videos, and which roles need dialogue and action.

The third is to strengthen the expression of details, carefully select and prepare. How to strengthen personal expression in video shooting? We can achieve this goal through clothing selection, makeup selection, decoration selection, posture practice and vocal practice.

The fourth is to form a shooting team and believe in team strength. Including professional shooting team, school logistics team, PPT production team, editing team and so on.

All the above are external factors, which determine the direction and content of video production. At the same time, we should actively look for internal causes. As a class teacher, many times we just look down at the cart and don’t know how to look up at the road. I have done a lot of things, but I don’t know where to start when I really sort them out. Because these things are scattered, and it is even more difficult for us to find our own characteristics and styles from them. So, how to fully understand yourself? I summed up five words: seek, save, manage, don’t, and be true.

Find-find multiple angles. We can talk to colleagues, parents and students and learn about ourselves in their stories.

It was through three colleagues that I decided on the script framework of the short video. In the impression of Mr. Wang, I worked hard and practically, and came to Shenzhen from Guizhou all the way, sticking to my dream. Teacher Zhao said that you insist on writing WeChat in WeChat official account. Teacher Tao Zi said that your practice of educating people with the help of class-based courses and activities should be demonstrated. In this way, three colleagues helped me refine the three most distinctive characteristics.

Province-ask yourself deeply. No matter what others think, the most important thing is how you think of yourself. As the protagonist of the video, we must know what kind of teacher we are, ask what our educational philosophy is and how to carry out class activities based on it. Find theoretical support for your class teacher’s work upward and deeply, so that your daily work can be followed.

I reflected on my work and found that when middle school students couldn’t find their dreams during the class, I planted the seeds of their dreams through the dream wall; When students are not confident, I introduce classic film and television cases to encourage students; When students have cognitive limitations, I joined hands with parents to carry out the class-based course of "Pioneer Team Going to Shenzhen" … After careful combing, I found my own educational philosophy: the art of education lies not only in imparting skills, but also in inspiring, awakening and inspiring.

Reason-combing ideas and activities. If you have a clear idea of your own education, you can sort out the class activities and courses that correspond to it, and whether you have implemented five major contents of moral education in class management (education of ideals and beliefs, education of socialist core values, education of Chinese excellent traditional culture, education of ecological civilization and mental health), and whether you have tried six major ways of moral education (education by courses, education by culture, education by activities, education by practice, education by management and education by cooperation). It is impossible to say the five contents and six ways in four minutes, which requires the next step-identification.

Don’t-there is label recognition. If you want a short video to shine, you must improve your recognition and define a "tag" that can leave a deep impression on people. I labeled myself as "a Miao girl who came to Shenzhen from Dashan, Guizhou to pursue her dreams", and recorded the journey of pursuing her dreams by using progressive narrative techniques.

True-do true things and reveal true feelings. The "truth" here contains two meanings. First, the deeds and activities shown in the video must be true things that have been done; The second is to truly have love in your heart, someone in your eyes and law in your hands at work.

In short, the essence of a high-quality short video must be based on down-to-earth daily work, while paying attention to refining and combing. In fact, with the help of this opportunity, I have systematically combed many years of teaching experience and educational ideas, which is not a reflection and a kind of happiness.

(The author is from Qianhai Harbor School, Nanshan District, Shenzhen City, Guangdong Province)

China Teachers’ Newspaper, 12th edition, November 08, 2023.

Author: Guo Feng

Continuously improve the level of medical services.

Recently, Shenzhen, Guangdong and other places have launched the "credit medical treatment" model. The hospital information system automatically initiates "non-inductive payment" for the medical expenses incurred by residents in the process of seeking medical treatment. The medical insurance reimbursement part is settled in real time, and the personal self-payment part is paid in advance by the medical credit line. Patients do not need to make any payment operation in registration, examination, medicine collection and other links, thus avoiding the pain of repeatedly queuing for payment.

From day surgery to night outpatient service, from nurses to home delivery, from "fingertip registration" to "cloud image" … a new measure to improve medical services, so that patients can experience the convenience and comfort brought by service upgrade. At present, the people have a higher demand for health, not only to see a doctor and see a good doctor, but also to see a doctor more comfortably and provide more considerate services. In order to further solve the problem of people’s urgent need to see a doctor, the National Health and Wellness Commission requires that "patient-centered" should be applied to all aspects of medical services in three years, so as to improve the comfort, intelligence and digitalization of medical services as a whole and promote the formation of a modern Chinese medical service model with more scientific process, more continuous model, more efficient service, more comfortable environment and more considerate attitude. Medical institutions at all levels should make full use of new means, new technologies and new models to get through the difficulties of people’s medical treatment, so that the reform results of high-quality hospital development can benefit all people more and more fairly.

It is necessary to innovate ideas, serve forward and improve patients’ pre-diagnosis experience. For example, improve the appointment diagnosis and treatment system and use artificial intelligence to improve the accuracy of appointment diagnosis and treatment. Provide appointments with various channels and valid certificates, implement time-sharing appointments, and implement various appointment modes such as centralized appointment for inspection and inspection. Reasonably arrange the number source quantity according to the professional characteristics, and reserve enough time for doctor-patient communication. Promote a variety of appointment modes, such as inter-clinic, cross-disciplinary, follow-up, within the diagnosis and treatment team, and within the medical association. Second-and third-level hospitals open a certain proportion of sources to primary medical institutions, give play to the positive role of family doctors in making appointments for referrals and examinations, and improve service continuity. Explore the establishment of a pre-visit mode. For patients who have a clear diagnosis and are treated for the same disease, they can make an appointment for the examinations needed for the follow-up visit through the Internet diagnosis and treatment platform, the Internet hospital or the appointment diagnosis and treatment platform, and match the number source of the follow-up visit according to the results of the examination and inspection.

It is necessary to simplify the process, innovate the model and improve the outpatient experience. For example, further optimize the outpatient process design to shorten the patient’s detention time in the outpatient department. Compression of outpatient number, payment, printing reports and other links to shorten the waiting time of patients in outpatient service. Strengthen guidance, simplify the process that requires multiple outpatient clinics and nursing, and reduce disorderly flow. Provide a variety of payment channels, and explore the implementation of "pay for medical treatment first" and "pay for medical treatment once" on the premise of ensuring the safety of funds. Establish a "one-stop" outpatient service center to provide patients with services such as guidance, consultation, inspection and appointment, acceptance of complaints and suggestions, and rental of convenient equipment to help patients familiarize themselves with the medical treatment process. Improve the multidisciplinary diagnosis and treatment system, expand the specialties and diseases covered by multidisciplinary diagnosis and treatment, and provide multidisciplinary diagnosis and treatment services that "patients don’t move doctors". Set up new outpatient clinics such as anesthesia, pain and health management, and provide more abundant outpatient services.

It is necessary to provide continuous services, coordinate medical care and prevention, and improve the post-diagnosis experience of patients. For example, relying on medical associations to improve the continuity of medical services, taking urban medical groups and county medical associations with grid layout as carriers, optimizing medical service processes, unblocking two-way referral channels, sinking experts, outpatient number sources and inpatient bed resources, and providing integrated medical and health services for residents in the grid. Promote the sharing of medical information in medical associations and explore the establishment of smart medical associations. Establish patient follow-up files and follow-up plans, build a multi-channel intelligent follow-up platform based on patient service, provide patients with more scientific, convenient and professional out-of-hospital rehabilitation and continuous treatment, find potential problems in time through data analysis, provide a green channel for medical treatment, and provide better protection for patients after diagnosis.

Medicine is an organic combination of science and humanities. Exquisite medical technology and warm humanistic care are important components of high-quality medical services. There is no end to improving medical services. Only by continuous innovation can we better meet the people’s growing needs for a better life. It is hoped that medical institutions at all levels will be guided by patients’ needs, aim at effectively improving people’s feelings of seeing a doctor, optimize medical services, enhance patients’ experience, and continuously enhance people’s sense of gain, happiness and security in seeing a doctor. People’s Daily (September 8, 2023, 19th edition)

Green, Low-carbon and High-quality Development of Medical Security Service in Shandong Province

Jinan, China Broadcasting Network, December 2 (Reporter Li Shun) Recently, the Shandong Provincial Government Information Office held a press conference to introduce the green, low-carbon and high-quality development of medical security services. Huang Xiaojun, deputy director of Shandong Medical Insurance Bureau, said that medical insurance is an important institutional arrangement to reduce people’s medical burden, improve people’s well-being and maintain social harmony and stability. It is not only a major livelihood project related to people’s health and well-being, but also an important supporting force for high-quality economic and social development. Since the beginning of this year, Shandong Provincial Medical Insurance Bureau has earnestly implemented the deployment requirements of the provincial party committee and government, closely focused on the construction of the pioneering area for serving the province’s green, low-carbon and high-quality development, and formulated the "Implementation Opinions on the Green, Low-carbon and High-quality Development of Medical Insurance Services" (hereinafter referred to as the "Implementation Opinions") with nine departments including the Provincial Development and Reform Commission and the Provincial Public Resource Trading Center, and put forward 25 supporting policies and measures from eight aspects. At present, various policies and measures are being implemented in the province.

At the press conference, Huang Xiaojun introduced the outstanding features of the Implementation Opinions. First, the theme is clear. The "Implementation Opinions" firmly grasps the general requirement of writing the "Shandong Chapter" of Chinese modernization with the construction of green, low-carbon and high-quality pioneering areas, focuses on the important mission of promoting high-quality development and pioneering area construction, bases on the actual medical insurance function, highlights the goal orientation, improves the medical insurance system, promotes the coordinated development and governance of medical insurance, medical care and medicine, and strives to serve the province’s green, low-carbon and high-quality development with the high-quality development of medical insurance.

Second, the coverage is wide. The "Implementation Opinions" was jointly formulated by 10 departments including the Provincial Medical Insurance Bureau, the Provincial Development and Reform Commission, and the Provincial Public Resource Trading Center. The policies and measures covered many fields such as industrial innovation and development, improvement of business environment, promotion of rural revitalization, and reform of the medical and health system. Emphasis was placed on strengthening departmental synergy and giving full play to the role of medical insurance policy effectiveness in serving green, low-carbon and high-quality development.

Third, high integration. Bringing together various reform measures in the field of medical security, such as treatment guarantee, medical service, price recruitment, fund supervision, medical insurance handling, information construction, etc., reflects the high integration of medical insurance policies. Some of them are the deepening and upgrading of the original measures. For example, in improving the centralized procurement policy, it is proposed to pay more attention to promoting enterprise innovation and constantly improve the centralized procurement rules system; Some are innovative measures, such as setting up pharmaceutical medical service price items in promoting the application of new technologies and new projects, and gradually incorporating them into medical insurance payment, further promoting the transformation of pharmaceutical service model into patient-centered and promoting rational clinical use of drugs.

The fourth is strong operability. Based on good implementation and implementation, the 25 measures in the Implementation Opinions are relatively clear, quantitative and detailed, with strong pertinence and operability. For example, in promoting the development of Chinese medicine medical institutions, it is clear that Chinese medicine diseases with long treatment cycle, controllable risks and continuous treatment need to be included in the daytime Chinese medicine medical service management, and the fees for Chinese medicine diagnosis and treatment that meet the requirements are paid and settled with reference to outpatient chronic and special diseases or hospitalization policies; In terms of long-term care insurance, it is clear that more than 40% of basic medical insurance participants will be covered by the end of 2023, and full coverage of employees and residents in the province will be achieved in 2025.

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Classic game recommendation

There are thousands of games to choose from in today’s game market, but some games stand out and become classics in players’ hearts. The following are some games that I recommend for you. They not only perform well in gameplay, plot and picture, but also are deeply loved by players.

1. The Legend of Zelda: The Breath of the Wilderness

The Legend of Zelda: Breath of the Wilderness is an open-world action adventure game developed by Nintendo. Players will play the leading role of Link, explore the vast wilderness world, solve puzzles, fight enemies, collect resources and improve their skills. The game screen is exquisite, the music is beautiful, the plot is fascinating, and the freedom of play is high. It is a game worthy of players’ experience.

2. Wizard 3: wild hunt

Wizard 3: wild hunt is a role-playing game developed by Polish game development company CD Projekt Red. Players will play Geralt, a professional demon hunter, explore a world full of danger and fantasy, complete various tasks, fight various monsters and make various moral choices in the game. The game is a classic role-playing game with exquisite screen, in-depth plot and full characters.

3. Soul of Darkness 3

Dark Soul 3 is an action role-playing game developed by Japanese game development company FromSoftware. Players will play an immortal, explore a dangerous and sinister city, fight against various enemies, and constantly improve their skills and equipment in the game. The game screen is exquisite, the music is beautiful, and the game is difficult. It is a game that tests players’ skills and patience.

4. Resident Evil 2 Remastered Edition

Resident Evil 2 Remastered Edition is a survival horror game developed by Japanese game company Capcom. Players will play one of the two protagonists, survive in a city infected by viruses, fight against various biochemical monsters, and find a way out in the game. The game screen is exquisite, the sound effect is horrible, and the game is difficult. It is a very classic survival horror game.

The above are some games that I recommend for you. They are all classics and are worth playing.

Research and development costs are low, and it is difficult to break the low-end positioning. How can domestic beauty cosmetics go far？

The Beijing News (Reporter Wang Shengnan) The cake of domestic beauty cosmetics is getting bigger and bigger, and the problems are also coming. Experts pointed out that the operation mode of low R&D and high marketing has never been able to break the positioning of the low-end domestic beauty brands. With the strong overweight of international brands after the recovery of the China market, it is not easy for domestic beauty brands to go more steadily and further.

"Recently, Hua Xizi’s advertisement was circulated in the elevator every day", "I saw the advertisement of Perfect Diary in the elevator, and actually found Zhou Xun to endorse it" … On the eve of the Double Eleven, Hua Xizi and Perfect Diary, domestic beauty brands that rely on online channels to grow day by day, chose Baping elevator to seize the consumer market through offline media. At the same time, it is still accelerating the layout of offline stores. By the end of September this year, Yixian E-commerce has opened more than 200 offline experience stores in more than 90 cities in China.

As for the reasons for developing offline channels, Hou Cong, a health beauty consultant and life aesthetician, pointed out that on the one hand, domestic beauty brands need to continue to explore potential customers offline, expand brand recognition, and conform to the traditional consciousness of "running away from monks but not temples" in China consumer market. For first-and second-tier cities, offline channels have the function of "brushing the sense of existence" and "shooting the face", while for consumers in sinking cities, what is real and within sight is still their important consideration.

On the other hand, relying on online channels is not a long-term solution. Although online marketing has brought high sales, the cost is also huge. For example, the annual report of Polaiya, which occupies a place in the recommendation list of beauty bloggers, shows that in 2019, the annual net profit of Polaiya was 393 million yuan, but the sales expenses reached 1.223 billion yuan, a year-on-year increase of 38.03%, of which the image promotion expenses were 839 million yuan. The high sales expenses contributed to the performance growth, but did not change the profitability. In 2019, the net interest rate of Polaiya decreased from 12.14% in 2018 to 11.73%, and the gross profit rate also decreased slightly from 64.03% to 63.96%. At the same time, the insiders also pointed out that the current way of marketing to create explosions is limited to the overall improvement of the brand, and users have not generated high loyalty to the brand. Continuing to create explosions means long-term high sales expenses.

In contrast to the high sales expenses, there are unmatched R&D expenses. In 2019, the sales expenses of Polaiya reached 1.223 billion yuan, and the research and development expenses were 74.6026 million yuan, and in 2018 it was 51.2918 million yuan. After large-scale marketing, the quality and reputation of domestic beauty cosmetics are not satisfactory. In the comments on Hua Xizi’s explosive powder, there are many comments such as "it’s not as good as shaking audio and video", "the packaging is really beautiful, but it’s really difficult to use" and "the advertising is too boastful".

Hou Cong pointed out that at present, the positioning of domestic beauty brands is still dominated by the low-end and middle-end, and the operating mode of low gross profit and high marketing has aggravated the financial burden of brands. At the same time, low-cost means can easily make brands reach the profit bottleneck ahead of time, which can only be used as one of the chips to enhance competitiveness, not a long-term solution. Nowadays, consumers’ loyalty to brands and commodities is not as good as before, so it is the key to seize consumers through product innovation and technical iteration, which is why many cosmetic products with indicators will be updated on the original basis every few years. The rapid development cycle and reaction speed of domestic beauty cosmetics meet the needs of consumers faster, but the quality system and related technologies are still not perfect, which can’t keep up with the development speed, and the quality and safety that follows will also become a problem.

Compared with international brands, Hou Cong said that in addition to the low-end positioning of domestic beauty products, some brands still have a "three-minute fever" operation mode, which is difficult to adhere to product research and development, technological innovation and consumer service, and the technology and high professionalism are still not as good as international brands. In addition, the enthusiasm of domestic beauty brands for independent research and development is also being hit by endless imitations. Insiders pointed out that after a domestic beauty product became popular, some brands that wanted to rub traffic would copy the original, launch their own products, and dilute the original traffic and sales. Over time, it weakened the enthusiasm of domestic beauty brands for independent research and development.

From skin care, make-up to medical beauty, China’s beauty market has great potential. According to the report released by data analysis agency GlobalData in June this year, the beauty market in China is expected to grow from 39 billion yuan in 2019 to 59.5 billion yuan in 2024, with a compound annual growth rate of 8.8%. After the outbreak of the epidemic, the China market is the first to recover. Although domestic beauty brands occupy the home advantage, international brands are also overweight, which is bound to carve up the existing market. How to go far and stabilize after the rise, there are still many problems that domestic beauty brands need to ponder.

Beijing News reporter Wang Shengnan

Editor Jake proofreads Chen Yanyan.

Swimming, a fitness exercise that can last a lifetime.

Swimming can not only enjoy pleasant coolness, but also has a very "real" reason-research has confirmed that swimming is the most effective exercise for longevity.

The British "International Journal of Water Sports Research and Education" pointed out that swimming can enhance cardiopulmonary function, increase bone density, and is especially beneficial for people to develop good walking posture and reduce joint pain. Yuan Peng, a fitness coach, concluded: Such a healthy and safe exercise can be a lifelong fitness program.

Running in water doesn’t hurt your knees.

In a waist-deep pool, feeling the resistance of water, walking step by step is completely different from walking on land. At first, you can practice lower limb movement and swing arm in the water. When you are familiar with it, you can increase the range of movements, such as walking, walking backwards, running, and running in small steps.

Water fitness makes good use of the buoyancy of water to reduce the burden of gravity on the body. For example, when running on land, the knee joint has to bear an impact force equivalent to four times the weight, while running in water can not only avoid the injury to the knee joint, but also achieve the same exercise intensity. Overweight people can practice in the water to achieve the purpose of fitness.

Bicycle consumption in water is 20 times

Water spinning is a popular water fitness project in North America, which semi-submerges the stationary bicycle for the exerciser to pedal. Using the heat dissipation and fluidity of water, spinning in water is more interesting, and it has better effect on burning fat in legs and buttocks. Therefore, for people who want to lose weight in lower limbs, water spinning is a good fitness program choice in summer.

Moreover, because the thermal conductivity of water is more than 20 times that of air, even if it does not move in water, the human body will consume a lot of heat. Studies have shown that exercising in water for 20 minutes at the same intensity consumes the same amount of heat as exercising on land for more than one hour, which can quickly achieve fitness effects.

Shaping and moistening skin in water

If you want to shape, underwater body exercises are more interesting and effective. Including physical exercises such as equipment, yoga and aerobics in water, but these sports are not simply transplanted into water. For example, the instrument practice in water is mainly to take advantage of the resistance of water, and it can have a significant effect on shaping the chest, waist and buttocks with the help of empty water bottles, small buckets and balance rings. On the basis of traditional yoga, water yoga also adds camel style and horse running style, and makes full use of the resistance of water to protect the body from injury, thus reducing the possible physical injury and pain caused by traditional yoga practice.

When you exercise on land, you often forget abdominal breathing. However, when exercising in water, due to the pressure of water, the human body will be forced to change from chest breathing to abdominal breathing, which will strengthen the respiratory muscles and increase the vital capacity.

Moreover, when exercising in water, the temperature, pressure and resistance of water, as well as the flapping of water current and waves, can stimulate the skin, improve the blood circulation on the body surface, keep the skin moist and elastic, and delay aging, which is the first choice for women who love beauty.

Tips: The water temperature for body-building in water should not be too cold, and 29℃~30℃ is the best. The best exercise time is before meals or one hour after meals, 2~3 times a week for 30~45 minutes each time.

What is education to promote Chinese modernization？

In a popular science education base in Antai Street, Gulou District, Fuzhou City, Fujian Province, science and technology volunteers accompanied the children to experience the technology model device. Xie Guiming photo/bright picture

College student volunteers from more than 10 institutions of higher learning, including Shandong University of Technology, Jinan University and Liaoning University, set up a public welfare class for primary school students in Jimo District, Qingdao City, Shandong Province. Xinhua news agency

Education, science and technology and talents are the basic and strategic supports for building a socialist modern country in an all-round way. It is the responsibility of the times for education to accelerate the modernization of education and build an educational power, so as to promote Chinese modernization. In this context, "what is education and where is education going" has become a major issue that needs in-depth thinking. Facing the future, where is the orientation and direction of education development, and what problems and shortcomings still exist? How should we make accurate efforts and grasp the key points in order to take the road of educational modernization? The reporter recently interviewed Yang Xiaowei, a professor at East China Normal University and former director of the Institute of Basic Education Reform and Development, to discuss related issues.

To realize modernization, how to understand the change of educational concept

Reporter: In 2035, China will basically realize socialist modernization. This is an important time node. The modernization of education is a process of catching up with the advanced education level in the world, and it is also a process of continuous development and advancing with the times with the development of the times and the deepening of practice. In this context, how can we better understand the overall goal of promoting educational modernization and do a good job in the strategic deployment and overall design of a strong educational country? From a strategic point of view, the proposal of educational modernization requires us to adjust the original concept.

Yang Xiaowei:The goal orientation of China’s educational modernization has undergone changes or upgrades with the times. The general thread is from "modernization-oriented" to "modernization with China characteristics" and then to "modernization with Chinese characteristics", and the promotion from "localization" to "characteristics" to "China style" has been realized. In the orientation of national strategy, from education serving modernization to the modernization of education itself at the same time, it has also experienced an order of magnitude improvement from "basic realization" to "overall realization" of educational modernization. According to "China Education Modernization 2035", "by 2035, we will realize the overall education modernization, step into the ranks of educational power, and promote China to become a country with great learning, human resources and talents", and clearly put forward that education modernization should lay a solid foundation for building a socialist modernization power. The status of education has also been upgraded from "priority development" to "overall, basic and leading status" and then to "power and foundation of a strong country".

The programmatic document "China Education Modernization 2035" is intended to "make strategic deployment and overall design for accelerating education modernization and building an education power with a higher historical position, a broader international vision and a deeper strategic vision". Among them, promoting educational modernization is the path, and building an educational power is the goal. Specifically, it is through the strategy of rejuvenating the country through science and education, the strategy of strengthening the country through talents and the strategy of innovation-driven development to build a strong country through education. Building an educational power is a process of dynamic improvement, which requires "pushing China’s education forward in a higher quality, more efficient, fairer and more sustainable direction".

In the overall design, the goal of building an educational power is "total-division-total" design, that is, building a "modern education system" and forming a "new pattern of governance" is the "total", and the development goals of all levels and types of education in the middle are "division"; The guiding ideology, basic ideas, overall goals and strategic tasks are the design of "virtual" and "real", the ideological concept is "retreat" and the goals and tasks are "pragmatic"; From the relationship between development goals, strategic tasks, implementation paths and safeguard measures, it embodies the gradual and interrelated strategic operation mode of "purpose-content-means-guarantee".

From the strategic point of view, in the overall strategic level, education, science and technology and talents should be corrected from the previous "fragmented thinking" to the "trinity" collaborative thinking, making it the basic and strategic support for building a socialist modern country in an all-round way; On the overall strategic level, under the guidance of the goal of "total-division-total", we should promote the high-quality development of education at all levels and realize our own modernization; At the operational strategy level, we should focus on some key and difficult issues, such as deepening evaluation reform, information technology empowerment, modernization of governance system and governance capacity, etc., deepen education reform from details and parts, and promote the connotative development of education.

To promote educational modernization, we need to focus on three key themes.

Reporter: Educational modernization is a high-level development state of education, a transcendence of traditional education, and an all-round transformation of educational development concept, development mode and system. What are the problems that need to be solved in the implementation of the blueprint for educational development described in the outline of the long-term goal in 2035?

Yang Xiaowei:It is the long-term goal of China’s educational modernization in 2035 to build a high-quality modern education system serving the lifelong learning of the whole people and form a new pattern of educational governance in which the whole society participates. But at the implementation level, we still face many problems that need to be solved urgently.

First of all, the integrated development of education, science and technology and talents is the most critical, but the coordination among the three parties is also the most difficult. The biggest problem in practice is how to truly integrate science, technology and education in terms of concept, goal, planning, management system and implementation mechanism, and how to find the accurate position of talent development in its integration. Generally speaking, adhering to the priority development of education is the foothold of the basic strategic support for building a socialist modern country in an all-round way; Insisting on self-reliance and self-improvement in science and technology is its starting point; Adhering to the talent-led drive is its traction point. These three orientations should be the breakthrough point to solve the problem of the integration of education, science and technology and talents.

Second, quality change, efficiency change and dynamic change promote the high-quality development of education, which is not difficult to understand logically, but it still faces bottlenecks in practice. Specifically, it is difficult to establish the concept of quality first and benefit first, to improve the total factor productivity through factor allocation and structural optimization, and to stimulate the vitality of schools and form endogenous motivation.

The difficulties related to quality reform are mainly how to get rid of the single one-sided quality view, which only focuses on entering higher schools, and establish the overall quality view of all-round development of morality, intelligence, physique, beauty and labor; The difficulty related to efficiency reform is mainly whether we can correctly maintain the relationship between fairness and efficiency, avoid the rigid operation of either/or, and form a complementary and perfect relationship; The difficulty related to the dynamic change is mainly how to correctly grasp the relationship between breaking the old kinetic energy and cultivating new kinetic energy, and further clarify how to break the old "involution" kinetic energy that only focused on scores and enrollment rate in the past, and cultivate new kinetic energy such as curriculum innovation, classroom innovation and school-running vitality.

Finally, all kinds of educational reforms at all levels need scientific evaluation most after entering the deep water area, but the reform of educational evaluation needs to be deepened. Whether the evaluation standard is reasonable, whether the evaluation can generate incentive force, whether the evaluation tool is scientific and feasible, whether the single result evaluation can be improved, whether the process evaluation can be optimized, and whether the comprehensive evaluation can be sound and so on all need to be overcome.

Reporter: Finding the connection point between the development of education and the process of national modernization is the key to accelerate the modernization of education and build an educational power with high quality. What are the key themes to focus on in the process of educational modernization in China?

Yang Xiaowei:One of the key themes is to integrate education, science and technology and talents to jointly support the construction of a strong education country. It can be roughly divided into three sub-themes: research on the relationship between the three, research on the integration mechanism and research on the path of strengthening the country. In the past, the independent exploration in the fields of education, science and technology and talents needs to be turned to cross-field, cross-industry and cross-regional collaborative exploration, which can not only focus on any one of the three, but also connect with or infiltrate the other two, and can form a higher level of overall planning beyond the three parties.

The second key theme is to promote the high-quality development of education in China with quality change, efficiency change and dynamic change. The high-quality development of education is a new mode of development. At present, the "transformation mode" of education is to shift from the extensional development of pursuing speed, scale and hardware upgrade to the connotative development of pursuing fair, high-quality and sustainable development. Its specific characteristics are strengthening factors, adjusting structure and optimizing ecology, and realizing the overall improvement of education quality and efficiency. The quality change is oriented and related to the direction of high-quality development of education; Efficiency reform is a process, and its key lies in expanding efficiency vision, upgrading efficiency level and pursuing efficiency priority. Dynamic change is regulatory, and the key is how to effectively mobilize the enthusiasm of the development subject.

The third key theme is to deepen the evaluation reform to promote the fair, high-quality and sustainable development of education. The deepening of educational evaluation reform is a systematic project, which involves the top-level design and concrete implementation of evaluation schemes at different levels, the commonness and particularity between different gradients in the east, west, urban and rural areas and various types of education, and the mutual transformation between strategic objectives and evaluation indicators, evaluation concepts and evaluation tools, evaluation process and evaluation results. It is necessary to have an overview of the overall situation and analyze it in detail. We can focus on the key indicators that reflect their own characteristics and needs in the evaluation of various regions, schools at all levels and different curriculum areas.

Learn to "discover modernity from tradition" and try to "discover the future from reality"

Reporter: Institutional innovation is regarded as the fundamental driving force of educational modernization. In the face of the urgent problems faced by the current educational development and the concerns of the people, what outstanding problems and weak links should we focus on to make breakthroughs and innovations to ensure the realization of the goal of educational modernization?

Yang Xiaowei:Let’s talk about outstanding problems and weak links first. Urbanization is the general trend of modernization, but we should also see that rural areas generally lag behind cities. The overall development of education needs to fill the "short board" of rural education in particular. In addition to simultaneously promoting the modernization of rural education by cooperating with the rural revitalization strategy, we must also promote the integration of urban and rural education in a more reasonable and effective way, with the city leading the countryside and the countryside promoting the city and the symbiotic development.

According to our on-the-spot investigation, secondary vocational education in China is generally faced with the embarrassing situation of being at a loss for further studies and employment. For secondary vocational schools, the integration of general education and vocational education weakens the employment orientation of vocational education to a certain extent, and strengthens the cultural foundation and the orientation of further studies. However, there are not many ideal universities for secondary vocational school graduates who want to choose further studies. Therefore, it is necessary to promote the innovation and diversification of the general-vocational diversion mode, and explore a variety of new modes based on the "3+N" mode. For example, secondary schools are not classified, but the different needs of different orientations of further studies and employment are met by "curriculum diversion".

Special education is also a weak link, and the problems such as insufficient investment, improper teacher-student ratio and shortage of regional special education resources hinder the healthy development of special education. It is necessary to further expand the resources of special education and promote its inclusive development.

New breakthroughs are also needed in mechanism, mode and technology. In terms of mechanism, the operation mechanism of urban-rural integration has formed some good achievements and experiences in various places. Among them, the operation mechanism of school management in school districts and groups, the promotion mechanism of high-quality balance in the field of basic education, the promotion mechanism of comprehensive reform, the adjustment mechanism of kindergarten degree supply, the expansion mechanism of high-quality educational resources, the management mechanism of "county management and school employment" for teachers in compulsory education schools, the diversification of high school running models and the development of high-quality characteristics are all worth exploring.

In terms of new models, in addition to a large number of new models, such as school district-based group running, entrusted management, "one school with multiple districts/schools" and "new high-quality schools", it is worth continuing to tap the potential and expand the capacity. In promoting the combination of special education with general education, vocational education, medical rehabilitation and information technology, creating demonstration zones and schools for integrated education, and promoting the construction of multi-level special education resource centers from the state to the local level, it is also necessary to intensify exploration.

In terms of new technologies, big data, the Internet of Things and artificial intelligence technologies, the "future school" model integrating new concepts and new technologies, and the application of artificial intelligence products in education all need to be demonstrated by organizing some experimental, simulated and immersive explorations.

Reporter: To promote educational modernization, we must take root in China, integrate China and foreign countries, base ourselves on the times and face the future, draw nutrition from China’s excellent educational traditions and actively absorb and learn from international advanced experience. What problems should we pay attention to avoid in this regard?

Yang Xiaowei:In the process of building Chinese-style modernization, China has a "late-comer advantage", which not only provides rich resources and valuable reference for China’s modernization, including educational modernization. Based on this, on the one hand, we should avoid "looking only at foreign things" and "not eating foreign things", on the other hand, we should respect the national conditions, be good at learning from them, learn to "discover modernity from tradition", and also let go of our imagination, be brave in foresight and try to "discover the future from reality". In short, we should grasp the right degree between adhering to tradition and absorbing foreign countries, basing ourselves on the present and creating the future.

(Reporter Yan Xiaoyan)

Online congestion, the competitiveness of new beauty brands is ＂weak＂, will offline be the way to break through the bottleneck？

Cailian | New Consumer Daily (Gao Mengyang Intern Dong Jingyi) News,What do you think of when you talk about domestic beauty? The animal eye shadow of the perfect diary, the lipstick with small stilettos, the loose powder of Huaxizi, the highlight of orange blossom and the monochromatic eye shadow …

With the overwhelming publicity on platforms such as Xiaohongshu and Tik Tok, with the fiery explosion of single products, the new beauty brand has set off a wave of revival of domestic products in the beauty circle. In the sales of Tmall Double Eleven in 2020, Perfect Diary and Hua Xizi both won top1 and Top2 of the make-up category, and people pressed all kinds of international brands.

However, as more and more consumers return to rationality, the investment and layout of international big brands for e-commerce and online marketing have gradually matured, further squeezing the online space of new beauty brands.

In Tmall’s "Double Eleven" brand TOP transaction list in 2021, only Winona of domestic brands entered the top ten in the beauty category. In the makeup category, Saint Laurent, Estee Lauder and Sanxi Yucheng Top3, the perfect diary and Hua Xizi, which dominated the list in 2020, fell behind to the fourth and sixth places.

Obviously, offline brands with offline sales channels are more emboldened in online competition, which also makes some new beauty brand owners turn their attention to offline:

By the end of 2021, Mao Geping, the representative brand of Xinguochao Beauty, had laid out more than 30 counters in Yintai Department Store.
On December 25th, 2021, Winona, a functional skin care brand, launched its first store in Yintai Department Store.
On January 14th, the 14th offline direct store of Juduo settled in Wuhan Yintai Creative City …

Yang Qingsong, secretary general of China Department Store Business Association, once said in an interview with the media that all brand businesses and commercial development need to return to the essence of retail, and physical stores are still the operating resources of retail. Offline stores still have irreplaceable advantages online. Consumers can immerse themselves in the goods and touch the real things in online stores, and better understand the characteristics of goods, thus stimulating the purchase demand.

New brands and international brands are fighting online.

It has been two years since the fashion of national beauty cosmetics was blown.

The "2021 National Cosmetic Industry Regional Research Report" shows that in 2020, the number of new cosmetics enterprises in China exceeded 25,000, with a growth rate of 70%. As of November 2021, the number of surviving enterprises exceeded 90,000.

Perfect Diary, Orange Blossom, Winona and other "light of domestic products" were all popular on the whole network for a while, and platforms such as Little Red Book and Tik Tok were all over them. The Insight Report on Domestic Beauty shows that domestic beauty brands have occupied 56% of the market. For the young consumers of Generation Z, the attraction of domestic beauty products even once far exceeded that of international brands.

In 2020, Yixian E-commerce, the parent company of Perfect Diary, a head domestic brand, was listed on the NYSE, becoming the first China beauty group to be listed on the US stock market, with a market value of US$ 16 billion.

However, the good times did not last long, and the evaluation of domestic brand products on various grass planting platforms also became mixed. The perfect diary of the head once became a frequent visitor to the "black list" of beauty bloggers. For example, the share price of Perfect Diary has been going down all the way, and it has fallen by over 90% from the highest point.

At the same time, many traditional offline brands have seen the sweetness of online and increased their investment in online.

Taking Estee Lauder as an example, after the impact of the epidemic, Estee Lauder Group clearly stated that it would make major adjustments to its sales channel strategy and greatly increase its investment in e-commerce channels.

CEO Fabrizio Freda once pointed out in the release of the financial report in FY 2020 that the strong growth of Estee Lauder’s performance mainly benefited from continuous innovative ideas, digital marketing advertisements and Tmall platform. Among them, more than half of Estee Lauder Group’s sales in China market have come from mobile terminals, and Tmall has contributed the most.

In 2021, the GMV of Estee Lauder official boutique 618 Festival increased by over 100% compared with last year, and the GMV of official website applet live broadcast increased by 600% compared with last year. In the "Double Eleven", from the first wave of pre-sale to the first day of the first wave of official sales (from 0: 00 on October 21st to 24: 00 on November 1st), Estee Lauder’s official flagship store ranked first in both Taobao Live Beauty Merchants List and Taobao Live Tmall Merchants List.

In the "Double Eleven" arena, according to CICC data, from the price caliber per milliliter (ml), the lowest discount prices of Estee Lauder small brown bottle, Lancome small black bottle and Shiseido red kidney in 2021 are 8.5 yuan /10.8 yuan /8.6 yuan respectively, in which the small brown bottle is lowered by 21.3% compared with 2019, and the small black bottle and red kidney are compared with 2019. CICC believes that overseas brands began to seize the top position in the best-selling list of Taobao platform in double 11 in 2018, which is directly related to the improvement of cost performance.

Obviously, the stage that brands rely on traffic to get "0 to 1" has passed. After the rise of many domestic beauty products, how to realize the long-term development of "1 to 100" is a problem that domestic brands need to face now. Offline has become the choice of many new brands.

Offline layout into a new brand testing ground

The "online celebrity" playing method of explosive products +KOL grass planting+live broadcast is beneficial to domestic beauty products to gain popularity quickly. However, when this mode becomes the "basic operation" of various brands, it is difficult to guarantee the conversion rate, and the cost of obtaining customers is getting higher and higher. How will the brand itself be concerned by more consumers?

With the peak of traffic dividend, a single consumption scene and channel hinder the development, and more and more domestic beauty brands born online aim at a way to enhance their brand power: offline layout.

Taking Perfect Diary as an example, its parent company Yixian e-commerce prospectus shows that by the first three quarters of 2020, there were more than 200 offline stores of Perfect Diary, and by the end of 2019, this number was only 40. The annual report shows that the cost of expanding the offline experience store of Yixian e-commerce has increased from 50 million in 2019 to 300 million in 2020.

In 2019, Tangduo, which was circled with monochrome eye shadow, also tried offline pop-up shop. In September 2020, it officially opened its first store in Hangzhou Hubin Yintai in77. At present, there are 14 offline direct stores in Shanghai, Chengdu, Chongqing, Hangzhou and other first-and second-tier cities.

"At present, the competition of consumer goods brands in China is changing from the incremental market to the stock market. When it comes to the stock market, the market strategy should shift to improving product strength and brand strength." Wu Lingyun, head of beauty cosmetics at Yintai Department Store, believes that since last year, more and more emerging brands have gone offline from online, and department stores have become the main positions for emerging brands to shape their brand power.

Taking Yintai Department Store as an example, Winona and Juduo opened the first store in China and the first store in the city respectively. The colorist of Xinrui Cosmetics Collection Store opened the first store in Zhejiang in Yintai, West Lake, and entered four Yintai department stores in one breath in 2021.

At the same time, brands are also eager to have deeper interaction with fans through physical stores. For example, Winona has set up a doctor in the counter, and young consumers have a deeper understanding of the brand through the "cute" social scene full of brand characteristics created by Tangduo.

Obviously, a beauty brand needs to become an omni-channel brand if it wants to provide consumers with a more comprehensive brand experience after it reaches a certain volume.

Insiders of Orange Blossom told New Consumer Daily that for beauty brands, offline can create a space for communication and interaction with consumers, making it easier for consumers to perceive a brand’s image, aesthetic tendency, product concept and so on.

When a new brand enters the offline, it is not easy to overtake in a corner. The focus is on experience.

After the epidemic, the value of various channels of beauty cosmetics is being reshaped, especially the offline channels represented by department stores.

In 2021, 37 cosmetic brands won the first place in the national single-cabinet sales in Yintai Department Store, among which Dior, YSL, Armani and Deco were the new "national first cabinets", and many brands such as helena rubinstein, Hailan Mystery, Estee Lauder, Shu Uemura and Xiulike also won the "global first cabinets".

Walking into the store, feeling the atmosphere, trying out and experiencing are indispensable contents in brand marketing, especially for products with great personal differentiation such as beauty cosmetics. The 2021 New Consumption Report of Yan Value Economy shows that the demand for experience and service has become a new trend in Yan value consumption.

The relevant staff of the Orange Blossom team said: "Makeup is a category that needs to be decided through experience. There are all kinds of explosions, hot products, new products and joint products in the store, so that consumers can fully experience the fun our make-up products bring to them."

Taking Juduo as an example, the parent company of Juduo, Juyi Group, built a customized store business management system for the brand in 2019 to manage the daily inventory, sales, promotion and marketing data reports of the store, improve the management efficiency of the store, and reduce operating costs.

In addition to the product trial, the offline store of Juduo will also hold activities such as new product launch conference, blogger meeting, member salon and Halloween makeup PK competition to attract consumers to participate in the experience.

At the same time, the opening of beauty shops and beauty salons is also an excellent place to provide services and experiences for consumers. Common high-end brands in shopping malls, such as CPB, LAMER, VALMONT, Xiulike, Sisley, etc., are all overweight beauty salons.

Take Hangzhou Wulin Store of Intime Department Store as an example. In 2021, 11 new beauty salons including nine brands including La Prairie, Hailan Mystery, CPB, Sisley, helena rubinstein and Fresh were opened, which is also the largest number of newly added beauty salons. These beauty salons are located in secluded places on the second and seventh floors of Wulin Yintai, with an area of 10㎡-25㎡, creating a quiet, high-end and private environment. Customers can enjoy this beauty service hidden in shopping malls with brand consumption points. For brands, this is also a marketing strategy of private domain operation.

According to statistics, in 2021, Yintai Department Store added more than 20 beauty salons nationwide, bringing the total number of beauty salons to nearly 70. Chanel, Dior, Estee Lauder and other brands are making an appointment to expand the beauty salon in 2022.

At present, offline is still the most valuable channel. At present, Intime Department Store has 37 brands including Lancome, Estee Lauder, Mystery of Sea Blue, helena rubinstein, Dior, CPB and SK-II, which have become the "first cabinets" in China. Among them, helena rubinstein, Heilan Mystery, Estee Lauder, Shu Uemura, Xiuliko and many other brands also got the "No.1 cabinet in the world".

However, there are still many challenges for new brands to expand offline.

In Wu Lingyun’s view, emerging brands still face problems such as single product structure, few SKUs and no mature offline operation team.

Take Yixian E-commerce as an example, its founder Huang Jinfeng has publicly stated that one-third of the stores have been closed, opened and closed repeatedly due to the epidemic. The Yixian e-commerce annual report shows that the revenue of offline experience stores only accounted for 3.3% in 2019 and 10.1% in 2020.

Turning to Winona’s parent company, Betegnie, the revenue of offline self-operated stores will only account for 0.09% of the main business income in 2020.

It can be seen that new brands generally face problems such as low efficiency and low customer unit price. Compared with online stores, the performance of offline stores is still slightly insufficient, and the long-term profitability remains to be considered by the market. However, if you want to develop a brand, this is indeed the only way. How to build brand power through "two-wheel drive" on and off the line is the key.

Paying attention to experience and service, returning from online to offline is based on the consideration of the long-term development of the brand, presenting the brand image in the form of shops and consolidating traffic in the form of private domain, which is a necessary path to strengthen customer stickiness and enhance brand vitality.

For domestic beauty brands that want to get rid of the "online celebrity" label, doing offline may help them gain higher and longer-term competitiveness