In-depth integration and development of cultural tourism in various places

Tengwang Pavilion in Nanchang, Jiangxi Province, reciting the Preface of Tengwang Pavilion for free tickets; Datang, a city that never sleeps in Xi ‘an, Shaanxi Province, won a souvenir with "Li Bai" on poetry; Enjoy the "Oriental Sculpture Exhibition Hall" at Maijishan Grottoes in Tianshui, Gansu … This year, the cultural tourism market continues to heat up, and many places "add points" for cultural tourism consumption.

In recent years, the trend of cultural inheritance and development driving the cultural tourism market has become more and more obvious. Cultural heritage sites, archaeological sites, historical and cultural cities (towns), national cultural parks and other cultural tourism destinations create new consumption scenes and attract more and more tourists. According to statistics, in 2022, more than 70% of tourists participated in more than two cultural activities on holidays. Under the background of deep integration and development of cultural tourism, cultural tourism projects carrying excellent Chinese traditional culture have attracted much attention.

Innovative development of cultural attractions is full of vitality.

At the beginning of the Hua Deng, it was located around Sansu Temple in Dongpo District, Meishan, Sichuan. There were many tourists coming and going, and the streets became more and more lively. "Night tour of historical and cultural blocks, exquisite architectural decoration lighting layout, people feel a different kind of historical charm." A tourist lamented.

It is the key to attract and retain tourists to have excellent cultural tourism projects. Dongpo District has vigorously developed the night economy, created a cultural tourist area of "Dongpo Drunk with the Moon", launched five characteristic tourist routes, and developed more than 10 research courses. In 2022, the number of A-level scenic spots in the whole region was 1.0282 million, and the total tourism revenue was 4.782 billion yuan.

Not only Dongpo District and Sansu Temple, in recent years, more and more places have modernized and innovatively presented cultural attractions, avoiding "one-size-fits-all visits to historical sites" and enhancing tourism attraction.

In Qufu, Shandong Province, Nishan Shengjing Scenic Area launched a large-scale live performance "Golden Sound and Jade Zhen" integrating sound and photoelectricity, which brought the audience an immersive appreciation of the charm of Chinese excellent traditional culture; In Wuhan, Hubei Province, a series of activities invited tourists to punch in the historical scenic area of Hankou and get to know the ancient and modern Jiangcheng again …

Innovative development has opened up a new path for the integration of cultural tourism.

Walking in Nanping, Fujian, where Zhu Xi Garden is located, you can often meet "cartoon Zhuzi" in the streets. From urban landscape, cultural tourism products to animation works, the vivid image of Zhu Xi and Zhu Zi culture have quietly entered people’s daily lives. Lei Xiying, head of the creative team of Cartoon Zhuzi, said: "We will continue to explore Zhuzi culture to make this cultural image more three-dimensional and vivid."

Tang Xiaoyun, vice president of China Tourism Research Institute, said that all localities should cultivate cultural heritage, promote the transformation of cultural and tourism resources into cultural and tourism products, and form a large tourism industry with multi-support, multi-industry symbiosis and multi-integration, so as to stimulate consumption potential with rich supply of cultural and tourism products and diverse cultural and tourism integration formats.

Film and television works have great potential to drive consumption.

Going to a place because of a drama, a movie or a program is a new phenomenon in the current tourism market.

The city streets full of fireworks, unique human history and fascinating scenic spots have made the audience yearn for it; With the help of the spread of film and television works to enhance their popularity, they can attract more tourists who come here.

90% of the location of the hit drama "Go to a Windy Place" was shot in Dali, Yunnan Province, and the location of the location was widely known. According to reports, during the Spring Festival holiday of the Year of the Rabbit, Dali received a total of 4,239,300 tourists, an increase of 219% year-on-year.

Another drama series, Long Moon Blooms, has benefited Bengbu, Anhui Province, whose cultural background is related to it. This year’s "May 1" holiday, Bengbu Cultural Tourism Bureau designed a tour route around the play and opened four free bus lines, allowing fans to punch in the same scenic spot in one step. The data shows that during the May 1 holiday, Bengbu received a total of 4.176 million tourists, up 162.39% from 2019.

"The prosperity of the Commercial Street is amazing, just like the Tang Dynasty in the movie!" Rolling, a senior high school student from Guangzhou, Guangdong, quickly booked a ticket and went to Xi ‘an after watching the movie "Three Wan Li in Chang ‘an", and visited the city that never sleeps on the night of his arrival.

Under the general trend of "film and television+cultural tourism", the popularity of cultural attractions has further started through the presentation of film and television dramas. According to reports, in July this year, Xi’ an City Wall ushered in the peak of passenger flow, an increase of 110% compared with the same period in 2019; The official summer study route launched by the producers of "Three Wan Li in Chang ‘an" is very popular.

On-line and on-line same frequency resonance, new format

Through social platforms to promote local scenery, online and offline new formats of cultural tourism with the same frequency resonance emerge one after another.

Tang Xiaoyun said that the proportion of catering consumption in tourism consumption has remained above 20% for a long time, and 90% of tourists will taste local specialties after arriving at their destinations. Among them, the driving effect of network anchors and bloggers has gradually emerged.

A food blogger on the video website, Li Li, shoots short videos of traditional food, which often attracts netizens to follow the local punch card for early adopters. In the first food video shot in Shandan County, Zhangye City, Gansu Province, diners and chefs sit around and taste the local specialties. Once the video was broadcast, the local passenger flow rose rapidly, and many foreign tourists lined up at the door of the store.

The "national tide" has become a new fashion of consumption, driving the consumption related to intangible cultural heritage to grow steadily. According to the data of Meituan and public comments, in the first three quarters of this year, the search volume with "non-legacy" as the key word increased by 168% year-on-year, and the group purchase orders related to the theme of "non-legacy" increased by 245% year-on-year.

On the public comment APP, a shop called "No.93 Hospital Intangible Heritage Workshop" was very popular, which attracted many netizens to trace it to the front door of Beijing. According to reports, there are nearly 30 group buying projects in the store, and customers can personally make intangible cultural relics with old Beijing characteristics.

According to the interviewees, culture and tourism have entered a new stage of deep integration: on the one hand, there are many types of products, and traditional culture and tourism integration products such as scenic spots, national culture festivals, cultural relics trails and archaeological research are well recognized by the market; On the other hand, there are many ways of integration, such as movies, performing arts, music, cultural creation, digital cultural tourism and festivals. Experts suggest that relevant departments, industry organizations, platform organizations and practitioners should give full play to their respective advantages and leverage their strength to activate new kinetic energy of consumption with traditional culture and realize two-way empowerment of cultural inheritance and development and cultural tourism consumption upgrading. (Reporter Liu Yang Chao Huang) (Zeng Yuxi participated in the writing)

Source: People’s Daily

Cultural perspective shows the myriad weather of China literature in the new era.

Winners of the 11th Mao Dun Literature Award.

During the trip to the sun and the moon, Xinghan is brilliant. Last night, the "2023 China Literature Festival Mao Dun Literature Night" was held in Tongxiang, Zhejiang Province, Mr. Mao Dun’s hometown. It was broadcast simultaneously on the network platforms such as Zhejiang Satellite TV and iQiyi, paying tribute to the writers who "climbed" the literary peak, so that outstanding writers’ works could meet the public with richer literary forms and more novel ways of communication.

Five novels, Yang Zhijun’s Snow Mountain Land, Qiao Ye’s Treasure Water, Liu Liangcheng’s Bemba, Sun Ganlu’s A Thousand Miles of Scenery and East-West Echo, won the 11th Mao Dun Literature Award. They are an important review of the literary achievements in the new era, reflecting the common efforts of writers to tell the story of China well, and showing the myriad weather of China literature in the new era.

Literary Memo and Spiritual History of Chinese Modernization

Mao Award-winning works are literary memoranda and spiritual history of Chinese modernization. He Xiangyang, director and critic of the Creative Research Department of the Chinese Writers Association, analyzed the respective characteristics of the winning works and pointed out the general common characteristics: "The winning works all have a vigorous and distinctive spirit of the times, which embodies the new achievements of novels in the past four years. Have deep practical concerns. The novel shows literary concern for reality. This concern is not superficial, but deep inward excavation; With burning people’s feelings, the works such as Snow Mountain Land, Precious Water and Thousand Miles of Rivers and Mountains are all among the people, starting from people, closely linking individual people with the people, writing about my love for the people, and writing about how I fit into us. Deep love for the people is revealed in the writing of’ the great country’; Has a solid local style and innovative spirit. From the new era to the new era, contemporary literature has experienced the development of reform and opening up for more than 40 years, forming a solid Chinese local style and innovative spirit of integrating human culture. Each of the five novels has its own style innovation, which is remarkable in terms of characterization, novel structure and language features, and reflects the return of realism spirit to varying degrees. This is an open-minded realism through the development of the times and the creation of the main body, which combines the advantages of heroism, idealism, romanticism and classicism, and shows the realism with China’s cultural aesthetic concept and the spirit of the times. "

Cong Zhichen, the judge and critic of this year’s Mao Prize, remembered the days of the award: "We have a deeper understanding of the literary pursuit of Mao Dun’s literary prize, that is, the unity of the times, the people and the innovation: writers saw the glory of the times worthy of being recorded in literature in ordinary people; Award-winning works all reflect the strong demand of reflecting and understanding the times, and show the exploration courage of understanding the world and expressing the times in literature; The image of newcomers, avant-garde style, multiple narrative methods and the use of narrative means in genre literature and film and television literature all reflect the importance that Mao Award attaches to innovation. "

Telling the story of China well needs to be "deep", which is the methodology of literature. Ji Yaya, the executive editor and critic of October magazine, thinks that the characteristics of the times reflected in this Mao Award are the "action" of literature: "Writers go to the vast land of China to write about the experience and practice of the times, and a perceptual way and aesthetic way rooted in the vast land of China are growing, and the roots must touch the fresh experience of the land, and we are emotionally connected with the land, thus growing the subjectivity of contemporary literature. Award-winning works go to the depth of history and culture, to the scene of rural construction, to show the light of humanity and idealism in history and times, which is the’ thousand miles of mountains and rivers’ of heroism and the’ echo’ of countless ordinary people’s hearts. Baoshui and Bemba, first published by October magazine, are the fruits of contemporary writers’ deep roots in the earth. "

Yang Zhijun, a writer, has lived in Qinghai for nearly 40 years. The stories in the novel are all his own experiences. He is very emotional: "The writing process of Snow Mountain Land is to plunge into the embrace of snow mountain land, look back on his childhood and youth with deep affection for grassland and love for ghee, and write how his fathers survived and developed in the Qinghai-Tibet Plateau for half a century, and how to work together with local Tibetan compatriots to help each other." The blending of the life history of fathers and the history of modernization in Qinghai-Tibet Plateau makes the novel full of artistic appeal, which provides important creative practical experience for deepening life, improving realistic creative techniques and telling the story of China well.

"For literary writers, the great changes that are taking place in rural China are a rich literary mine with unlimited possibilities. To dig treasure in it, foot strength, eyesight, brain power and pen power are really indispensable. " This is the writer Qiao Ye’s important experience in writing "Treasure Water". She went into the village in the way of "running to the village" and "soaking in the village", went deep into life, listened and recorded immersively, and heard the subtle worries hidden in the depths of villagers and village cadres, and had a kind of empathy. Countless vivid details make Qiao Ye truly realize the harvest of "deep plunge" and the dialectical relationship between big times and small details: "A broad era must be attached to these details, and this detail is built by countless ordinary people’s tiny things, just like a trickle will eventually become a river."

The biggest feature of the winning and nominated works of this year’s Mao Award is to focus on the development of China society in the new era since the reform and opening up. On the one hand, it shows the current reality of China, the people’s life and the spiritual world; On the other hand, it pays attention to the inheritance of Chinese excellent traditional culture and the cultural contribution of the Chinese nation to Community of Shared Future for Mankind. Wujun, a judge and critic of this Mao Prize, said: "Telling China’s story well has become the conscious consciousness of contemporary writers, and the ability to tell China’s story well has been fully improved. Mao Prize works are also model texts for telling China’s story well, and literary criticism should deepen discussion and research in this respect; Mao Prize works are also an important resource for college curriculum teaching. The introduction of contemporary literary classics into curriculum teaching is the mission of humanistic construction and talent training in universities in the new era. "

Run the spirit of innovation through the whole process of literary creation and communication

"Only by grasping the pulse of the times and taking root in people’s lives can our literature glow with new vitality. The writing of China’s experience, China’s story and China’s spirit is, in the final analysis, to open up the most authentic life experience and aesthetic experience among people. " Sun Ganlu, a writer, talks about literary innovation from two aspects: going deep into life and cultural inheritance: "Culture is the soul of a country and a nation and an important force for survival and development. Learn from the past and learn from the present. Every time about the re-practice and re-creation of literature, new ideas of the times, social concepts and humanistic spirit will be integrated, and the world will therefore present a new perspective and side. "

Bemba is a tribute to the epic Jianger. Liu Liangcheng, a writer, was inspired by the rap tradition of grassland culture to conceive Bemba. "I want to say my own voice outside these ancient and magical rap. At the end of epic speech, find your endless imagination and the way to structure a novel. Write your own words in the end of the language. " Liu Liangcheng devoted himself to his hometown, land and life, and explored the literary narrative of creative transformation and innovative development of excellent traditional culture.

Facing the ever-changing life of the times, how can writers integrate innovation in their literary creation? The writer shared his experience: "Put the spirit of innovation through the whole process of literary creation. First of all, we must find new inspiration in life, find new people in life, and develop new words in writing. " Talking about the writing of Echo, he was deeply touched: "As a writer, I am lucky. I am in the era of great changes, and China has changed both materially and spiritually. New characters are constantly emerging, new plots are emerging one after another, and new things are common. "

Xu Zechen, the winner of the 10th Mao Prize, said: "For me, Mr. Mao Dun is a predecessor and model in a double sense. It is a great honor for a writer to be lucky enough to win a literary prize named after Mr. Mao Dun. Mr. Mao Dun was also the first editor-in-chief of People’s Literature magazine where I worked. The literary and editorial tradition of People’s Literature initiated by him has influenced generations of People’s Literature people. I am deeply nourished and honored to be in this great tradition. "

Yang Yi, a young critic, is sensitive to the spread of literature in the new media era: "The China Literature Festival invites writers who are immersed in their study to the stage and screen to become the protagonists of the literary festival, which not only respects and affirms the writers’ creative work, but also stimulates the society’s attention to literature. The way of live broadcast on TV and online platforms shows the literary achievements of the new era enthusiastically and vividly, and the literary works with rich meanings draw the distance between the audience and the writers inside and outside the screen, especially attracting the young audience of generation Z, so that they can intuitively feel the writer’s gas field and literary charm, and resonate with the literature of the new era. "

Wen San Wang Xueying
Editor Wu Zebin

A comprehensive distinction between ＂culture＂ and ＂civilization＂

Authors: Wang Ruliang, Hou Chuanwen (School of History, Nanjing University, College of Literature, Qingdao University)

Culture and civilization are two important categories in the field of humanities and social sciences, and they are also a pair of terms with similarities, differences and complex relationships. There have always been different views on the connotation and extension of the two and the relationship between them, or different perspectives, or positions first, and no relatively consistent and clear understanding has been formed. The author tries to distinguish it from a comprehensive perspective.

Definition: broad sense and narrow sense

From the perspective of etymology, the original meaning of "culture" is cultivation and farming. Compared with nature, everything created by human processing belongs to culture. Therefore, one of the most extensive definitions of culture is "culture is humanization", which means all human activities and their achievements. Taylor, a British cultural anthropologist, put forward in his book Primitive Culture that "culture or civilization, in its broad ethnological sense, is a complex whole including knowledge, faith, art, morality, law, customs and the abilities and habits acquired by anyone as a member of society". He regards culture and civilization as synonyms and refers to them as the overall achievement of human activities.

Culture in a broad sense can be divided into material, system, custom, spirit and other levels: material culture refers to the results created by manual labor; Institutional culture, including macro-level laws and regulations, administrative system and micro-level rules and regulations; Custom culture refers to customs, traditions and practices that have been established and passed down from generation to generation; Spiritual culture refers to the achievements of human spiritual activities with literature, history, philosophy, ethics, religion and aesthetics as the main connotations. Culture in a narrow sense mainly refers to human spiritual activities and their achievements, which is the fourth level in the above broad understanding. Marxism holds that "a certain culture is the ideological reflection of politics and economy in a certain society", and regards culture as a certain ideological form, that is, it belongs to a narrow understanding.

The word "civilization" originated from the ancient Latin civis and civilis, its original meaning is urban residents, and it is extended to the citizenship of the Romans, which means that it is superior to the living conditions of foreigners at that time, especially barbarians, so "civilization" is relative to "savage" or "primitive". However, the evolution and use of "civilization" in later generations are far more complicated. Fukuzawa Yukichi, a modern Japanese enlightenment thinker, pointed out: "The meaning of civilization can be interpreted in a broad sense and a narrow sense. In a narrow sense, it is simply to increase the material needs of human beings by manpower or to increase the appearance decoration of food, clothing and shelter. If interpreted in a broad sense, it is not only to pursue the enjoyment of food, clothing and shelter, but also to inspire Xiu De and raise mankind to a noble realm. " That is to say, the narrow sense of civilization is limited to the development in the material field, while the broad sense of civilization includes the development in the material field and the progress in the spiritual field. In his understanding, man is a senior life pursuing meaning, and naturally he should not be satisfied with food and clothing for a while; Civilization is dynamic, and awakening, independence and civilization are the only way for a nation to achieve civilization. In the context of China, the word "civilization" is often understood in its broad sense. For example, the Encyclopedia of China (Philosophical Volume) interprets civilization as the sum of material and spiritual achievements of human beings in transforming the world, and the History of Chinese Civilization edited by Yuan Xingpei also decomposes civilization into three aspects in its general introduction: material civilization, political civilization and spiritual civilization.

Relationship: diachronic and synchronic

From the diachronic point of view, "civilization" is the product of the development of culture to a certain stage, and the two have their own priorities. In a broad sense, culture is humanization. Since people came into being, there has been conscious or unconscious cultural creation, but not since people came into being. In this sense, civilization is a concept that represents the evolution of human history, as opposed to the uncivilized and barbaric cultural state. This can also be derived from the western etymology of the two: the root of culture, whose original meaning is farming, originated from the early agricultural production mode of human beings, and the root of civilization, whose original meaning is urban and civil, originated from the urban life that appeared in the later period of human beings.

The discussion on the symbol of civilization mainly focuses on the following aspects: politically, there are large urban settlements, magnificent public buildings, obvious class division of residents and the formation of a country; Economically, there is a developed social division of labor and commodity exchange, a relatively fixed tax system or a regular tribute system; Ideologically, there are relatively unified religious beliefs of the whole nation, including objects of worship and sacrificial ceremonies; In culture and education, there are the use of words and the development of science and technology, and there are some forms of schools. Only a society with the above symbols and characteristics in culture can be considered as a civilized society. In other words, the formation of a civilized society needs the accumulation and breakthrough of culture and special conditions and opportunities; Civilization is the result of human beings’ transformation of nature, society and themselves to a certain extent, and it is an advanced stage of cultural development.

From a synchronic point of view, there are two main types of understanding of the relationship between them at present. In the first category, the two are regarded as synonyms, which are interlinked and cross-cutting, and can be broadly understood as human activities and their achievements, either undifferentiated or biased. The former is like Taylor’s understanding in Primitive Culture, and the latter is like Qian Mu’s point of view, "Generally civilized culture refers to the life of human groups. Civilization is on the outside, which belongs to the material aspect. Cultural bias is a spiritual aspect. " The second category regards civilization as an aggregate that embodies cultural identity and classifies cultures. Huntington, an American scholar, thinks in The Clash of Civilizations and the Reconstruction of World Order that "a civilization is the most extensive cultural entity … civilization is the highest cultural classification of people and the widest range of people’s cultural identity". This view is more representative in international academic circles, such as The Decline of the West by Bingler, Historical Research by Toynbee, and The Rise of the West-The History of Human Community by McNeill. Huntington took religion as the main symbol to define different civilizations, and divided the world after the Cold War into eight civilizations: Christian civilization, Confucian civilization, Islamic civilization, Japanese civilization, Indian civilization, Orthodox civilization, Latin American civilization and African civilization. This is similar to the four major cultural circles in the world: European and American cultural circles with Christian culture as the main body, East Asian cultural circles with Confucianism, Buddhism and Taoism as the main body, South Asian cultural circles with Hinduism and Buddhism as the main body, and West Asian and North African cultural circles with Islamic culture as the main body. Comparatively speaking, "cultural circle" has been replaced by "civilization" in appellation.The number has expanded from four to many, and the same thing is that religion is the dividing standard.

Application: subjective and objective

Culture and civilization are objective academic terms, which do not reflect specific value judgments. However, in the process of practical application, it is often artificially subjective, and the more representative ones are "culture-centered theory" and "civilization superiority theory".

Cultural-centered theory takes "self" culture as the center, and holds that self-culture’s beliefs, values, lifestyles and behavioral norms are superior to "other" culture. It may be generated and used between different cultural groups, different cultural categories and different cultural regions within the same civilization, and it may also be generated and used between different civilizations. The former is like Huaxia centralism in ancient China, and the latter is like Western centralism in modern times. The theoretical point of the latter is that after the Enlightenment, bourgeois revolution and industrial revolution, western culture is more advanced and developed than the East in politics, economy, science and technology, representing historical progress and inevitability.

In view of all kinds of cultural centralism, in the second half of the 20th century, the debate between cultural universalism and cultural relativism arose all over the world. Cultural universalism holds that the truth and value of human beings are universal and absolute, and human cultures have similar goals, unified values and common laws of development, which will surely be unified under the leadership of advanced and advanced cultures. Cultural relativism is the result of reflection on deconstructing cultural universalism and facing multicultural phenomena. It emphasizes that each culture has heterogeneity and independence that other cultures cannot share. Therefore, culture is relative and cannot be compared according to a unified model. The author believes that culture has both universality and relativity. Universality is the commonality of human culture, and relativity is the individuality of various cultures. Only by recognizing the commonness of culture and respecting the individuality of culture can we break away from the stereotype of cultural centralism.

The theory of superiority of civilization is a subjective argument that advocates that one’s own civilization is superior to other civilizations in history or reality. In history, the most representative is the "white superiority theory" based on racial differences. Morgan pointed out in "Ancient Society": "Aryans and Sumerians were the first to break away from the civilized state among all branches of human beings … These two groups were essentially the founders of civilization." Because Aryans and semu are both white, some westerners draw the conclusion that white people created civilization earlier, and then form the theory of white superiority. In fact, the four ancient civilizations in the East were all multi-racial, and the yellow race, black race and white race all participated in the creation of civilizations. In reality, the most representative is the theory of stagnation of eastern civilization, which is another form of the theory of superiority of western civilization. Its main point is that the eastern civilization, which has tended to be patterned and stereotyped in philosophy, literature, education and other fields since modern times, has been in a state of stagnation and needs to be stimulated and saved by the western civilization, which has been constantly reborn and developed sharply. This argument became an excuse for colonialists to invade and expand. For example, Fukuzawa Yukichi once advocated the war of aggression against China as a "war of civilization".

In this regard, in 1853, Marx put forward the scientific conclusion of colonialism’s dual mission in two articles: British rule in India and the future result of British rule in India. "Britain has to complete its dual mission in India: one is to destroy the old Asian society; The other is the mission of reconstruction, that is, to lay a material foundation for a western-style society in Asia. " In other words, the colonialists "acted as an unconscious tool of history" while doing all the bad things. This is the dialectics of history, not the so-called victory of superior civilization.

In a word, culture and civilization need to distinguish between broad and narrow meanings according to specific contexts. The relationship between them can be analyzed from the synchronic and diachronic perspectives. The theory of cultural center and the theory of civilization superiority are the results of the subjective application of these two concepts, which should be clearly understood.

(This article is the phased achievement of the major project "Oriental Cultural History" (11-ZD 082) of the National Social Science Fund)

Source: China Social Sciences Network-China Social Sciences News

An analysis of the traditional cultural foundation of Chinese modernization

The cultural connotation and characteristics of Chinese modernization reflect the profound influence of China traditional culture on the modernization process. Comprehensive development, cultural self-confidence and innovation, and the integration of socialist core values make Chinese modernization not only have economic and technological modernity, but also have cultural depth and uniqueness, which not only helps China to cope with various challenges in the process of modernization, but also provides a solid cultural foundation for the all-round modernization of China society.

Cultural Foundation and Characteristics of Chinese Modernization

Chinese-style modernization is not only the modernization of economy and science and technology, but also a multi-dimensional comprehensive modernization process. This comprehensive development feature reflects the importance of China’s traditional culture to all-round development, and also highlights the uniqueness of Chinese-style modernization and the difference from the western model.

Emphasize comprehensive development. Chinese modernization emphasizes comprehensive development, which means not only economic and technological modernization, but also political, cultural and social modernization. This concept originated from the core idea of China’s traditional culture, and these values have been playing an important role in China society. Traditional culture emphasizes balance and harmony in all fields, reminding people to consider all aspects of society comprehensively to ensure social stability and prosperity. In the process of modernization, this comprehensive development concept is embodied in government policies. Political, economic, cultural, social and other fields must develop in harmony to achieve the goal of comprehensive modernization.

Strengthen cultural self-confidence and innovation. Chinese modernization advocates maintaining cultural self-confidence in the process of modernization. The root of this view can be traced back to the traditional culture of China, which emphasizes the importance of culture and confidence in one’s own culture. Chinese modernization emphasizes that while absorbing the essence of western culture, we should also stick to our own cultural foundation and maintain cultural self-confidence. Cultural self-confidence is not only respect for traditional culture, but also cultural innovation. Chinese modernization emphasizes the inheritance and innovation of traditional culture and encourages the creation of modern culture that integrates traditional elements.

Spread the core values of socialism. Chinese modernization emphasizes the spread and practice of socialist core values. Socialist core values include patriotism, collectivism, social fairness and justice and other important values, which have been strengthened and developed on the basis of China traditional culture. Socialist core values are not only the cultural heritage of China society, but also the moral and ideological pillar of Chinese modernization. In the process of Chinese-style modernization, socialist core values have been integrated into various fields, including education, media, law, etc., which is helpful to maintain national stability and social harmony and ensure that the modernization process is not only material development, but also accompanied by the promotion of culture and morality. Socialist core values emphasize civic responsibility and social responsibility, which is helpful to solve practical problems in development.

The value of excellent traditional culture to the development of Chinese modernization

Excellent traditional culture has a positive significance to the development of China, which not only enriches the cultural heritage of China, but also provides a solid cultural foundation for the stability and prosperity of China society. At the same time, China’s traditional culture has also played an important role in the international arena, establishing a positive international image for China and promoting cultural exchanges and cooperation.

Conducive to cultural inheritance and innovation. China’s excellent traditional culture is the essence of China’s history and culture, including Confucianism, Taoism, Legalism and other ideological systems, as well as China’s outstanding achievements in ancient literature, painting, music, philosophy and other fields. The inheritance of these traditional cultures provides valuable cultural resources for China society and has profound historical accumulation. The inheritance of traditional culture not only helps to maintain the continuity of culture, but also provides profound cultural reference for modern society. For example, values such as benevolence, filial piety and etiquette are helpful to build social trust and cohesion, and provide stability and cohesion for China society. At the same time, traditional culture also provides rich materials and inspiration for cultural innovation. China’s traditional art, literature, philosophy and other fields have profound connotations and unique forms of expression, which can provide reference and inspiration for modern cultural creation. Many modern cultural creations incorporate traditional elements, creating creative and cultural works, which not only helps to inherit traditional culture, but also enriches the diversity of modern culture.

It is conducive to enhancing cultural self-confidence and influence. The inheritance of traditional culture makes China have stronger cultural confidence and international influence on the international stage. China’s traditional culture has profound historical and philosophical connotations, which has aroused extensive interest of the international community. China’s ancient literature, philosophy, painting, calligraphy and other traditional art forms have always been studied and worshipped by international scholars and artists. This cultural self-confidence is not only reflected in the cultural field, but also extended to other fields, such as politics, economy and science and technology. China’s traditional culture emphasizes values such as modesty, self-discipline and harmony, which have also had a positive impact on international cooperation and contributed to the establishment and maintenance of stability and peace in the international community. By promoting its own culture, China has established a bridge of cultural exchange, established closer ties with other countries and enhanced its international influence.

It is conducive to promoting the harmonious development of modern society. The excellent ideas contained in excellent traditional culture emphasize the core values such as harmony, human relations and social responsibility. These values have had a far-reaching positive impact on the harmonious development of China society. Chinese traditional culture encourages people to pay attention to the maintenance of interpersonal relationships and social order. This will help reduce social contradictions and conflicts and promote social harmony. Chinese excellent traditional culture emphasizes the harmonious coexistence between nature and human beings, while emphasizing the rule of law and the maintenance of social order. These ideological systems are conducive to building a harmonious society in different fields. Traditional culture also emphasizes social responsibility and public awareness, and encourages people to actively participate in social affairs and make contributions to society. This value concept is still of great significance in modern society and helps to establish a more fair and just social order.

The Path of Better Developing Chinese Modernization Based on Excellent Traditional Culture

Better development of Chinese modernization based on excellent traditional culture will help to inherit traditional culture and develop modern culture, at the same time enhance China’s international influence, promote cultural mutual learning and cooperation, and provide important support and opportunities for the all-round development of Chinese modernization. By actively exploring and practicing these paths, China can better cope with all kinds of challenges in the process of modernization and realize all-round economic, social and cultural modernization.

Promote educational development and cultural inheritance. Education is a key field for shaping a new generation of citizens and an important way to inherit excellent traditional culture. In the field of education, it is very important to strengthen the inheritance and education of excellent traditional culture. This includes not only the teaching of traditional culture, but also the cultivation of students’ cultural self-confidence and cultural identity. Schools can add more traditional cultural elements to the education curriculum, such as Confucian classics, ancient literature, traditional music and art, which will help students better understand and appreciate their own cultural traditions. It is very important to cultivate students’ self-confidence in their own culture, which can be achieved by improving students’ understanding of traditional culture and encouraging them to participate in cultural activities and practice of traditional culture. Traditional culture and modern education are not contradictory and can be organically combined. For example, emphasizing traditional values in education, such as filial piety and friendship, can cultivate students’ sense of social responsibility and moral values. At the same time, traditional culture can also provide inspiration for modern science and technology and innovation, and encourage students to create and explore in various fields.

Vigorously innovate and develop cultural industries. Cultural industry is an important part of Chinese modernization, and it is also one of the ways to combine traditional culture with modern society. Supporting the innovative development of cultural industries and integrating traditional cultural elements into modern cultural products can create more cultural values and economic benefits. The innovation of cultural industry includes the creation of new cultural products and the integration of traditional cultural elements into contemporary cultural products. For example, movies, music and literary works can learn from the theme and spirit of traditional culture to attract more audiences and readers. Cultural and creative industry is a field that combines traditional culture with modern creativity, including design, fashion, art and other aspects. It can meet different needs through the reinterpretation and innovation of traditional cultural elements. China is rich in historical and cultural heritage, and developing it into cultural tourism resources can promote local economic development. By providing cultural experience, cultural tourism routes and cultural festivals, more tourists can be attracted to visit and study.

Pay attention to international exchanges and cooperation. Chinese modernization is not only a domestic challenge, but also an opportunity for international cooperation. Strengthening cultural exchanges and cooperation with other countries will help China’s culture to go global, and at the same time absorb the advantages of other cultures and realize mutual learning. Cultural exchanges with other countries can be strengthened through international cultural festivals, art exhibitions, academic seminars and other forms, which will help China’s culture spread more widely on the international stage and enhance the international community’s awareness and interest in China’s culture. By jointly promoting cultural cooperation projects with other countries, cultural mutual learning and cooperation can be promoted, including joint creation of cultural works, joint holding of cultural activities and exchange of cultural delegations. Besides, absorbing the advantages and experiences of other countries’ cultures can enrich China’s culture. For example, introducing foreign art forms, educational methods and cultural festivals will inject new elements and innovations into China culture.

Chinese modernization is closely related to Chinese excellent traditional culture, which provides an important cultural foundation and values for Chinese modernization. In the process of developing Chinese modernization, it is necessary to give full play to the positive role of traditional culture, maintain cultural self-confidence and realize cultural innovation at the same time, so as to promote the all-round modernization of China society. Through in-depth study and understanding of Chinese excellent traditional culture, China can better cope with various challenges in the process of modernization, while maintaining the uniqueness of its own culture. The inheritance and development of excellent traditional culture will promote Chinese modernization to be more balanced and harmonious, and provide strong support for the sustainable development of China society.

Author: Li Yun, Master, Associate Professor, School of Marxism, Xi ‘an Institute of Physical Education, Research direction: ideological and political education.

Source: Guangming Net

Technology and hard work？ Look at the four opportunities in the beauty industry in 2023!

In 2023, with the gradual recovery of the market and the continuous release of favorable policies,Tencent Advertising held the 2023 Tencent Beauty Strategy Conference in Shenzhen from February 16th to 18th, 2023., sharing a new upgrade of Tencent’s ecological global management capabilities, and based on the integrity of Tencent’s ecology,User contacts, commodity ecology, business scenariosThe three sections are new opportunities for the beauty industry to dismantle brands and achieve long-term growth.

Tencent advertising beauty cosmetics & luxury goods manager Shu XuanIt was pointed out at the meeting that "with the upgrade of Tencent’s ecological platform system and the overweight of favorable policies, whether it isA more complete global business map built by seven major contacts including video number and WeChat search., orA new growth point centered on direct purchase by users, content private domain, social private domain, external drainage, and talent bringing goods., will be built for the beauty industry brand.More suitable product promotion positions and GMV growth channels to achieve sustainable management.. "

Shu Xuan, head of Tencent advertising beauty cosmetics & luxury industry

one

Opportunity point one

Diversified business channel layout+multi-touch brand power construction, boosting the long-term growth of brand GMV.

The realization of business objectives and the precipitation of brand assets are the core focus of brand attention in the stock market.Therefore, Tencent advertising relies on its powerful social attributes.on the one handFor the brandAn important position to provide promotional materials.,on the other handBring to the brandPowder adding link, direct purchase link, live broadcast of video number, drainage of e-commerce, and cloud selection efficiency.And other business models, from the two dimensions of management and product promotion, help the brand GMV achieve long-term growth.

1. From node marketing to ability application, provide brand with high-quality product promotion position.

Relying on the strong social attributes of Tencent Ecology and the integrity of the global ecology, Tencent EcologyGrasp node marketing, brand BIGDAY content resonance, create circle resonance, and apply RACE ability.And so on,More scientifically and accuratelyHelp brands strengthen value output and mental influence.

2. WeChat search-multi-touch collaboration, seize the user’s mind

As one of the new business traffic scenarios with great potential in the WeChat ecosystem, WeChat search can link brands.Content, service and business scenario, help the brand to complete.Public-private domain transformation.ShuxuanSaid that "beauty industry brands should pay attention to the synergistic effect of search on WeChat multi-touch", among whichSuper brand zoneThe establishment of the brand is to help brands aggregate content and become an "arbitrary door" for brand private domain contacts.

3. Socially planting grass-mode upgrading, content-driven operation

Mutual selection of advertisements: starting with planting grass by talented people, inciting the ability of content to carry goods.

With the rise of traffic contacts such as interactive advertisements, more and more brands in the beauty industry have successfully reversed the minds of the core population through customized high-quality content through the delivery of interactive content.WeChat official account+Video Double PositionPlanting grass, plusAlways-on’s grass planting mode, the cooperation of people with goods to control ROI, and the re-marketing of grass planting people are guaranteedThe mode of bringing goods with talents has brought help to brand mental cultivation and private domain precipitation. In this regard,Wang Yi, Head of Tencent Advertising Beauty IndustryIt is mentioned that "in the choice of talents, most brands used to like to cooperate with vertical talents in the beauty industry. In the future, brands may be able to broaden the range of talents and seek greater traffic opportunities".

Wang Yi, Head of Tencent Advertising Beauty Industry

Cloud selection is effective: with social traffic as the starting point, increase the increment of private domain operation.

While the scale of private domain layout continues to grow, some head brands are also faced with the problem of how to introduce new traffic and further develop business increment. Therefore, Tencent advertising aims at the huge demand and space between traffic and brands, and work together.Tencent Smart Retail Yunxuan AllianceLaunch a new cooperation mode of small program business to ensure quantity and effectiveness-Cloud selection quantity efficiency. By means of official matching and freight yard matching, we can help the brand to achieve efficient docking with Tencent’s characteristic social traffic and Tencent’s external traffic, so that the brand can achieve business growth in Tencent’s ecology more securely.

4. Drainage e-commerce-external e-commerce jumps straight and quickly reaches the grab.

With the deepening of the online level of the beauty industry, brands can not only cover the target users in the full-time panoramic view in the WeChat domain, but also use the WeChat -UD link to connect the WeChat high-quality link with the Amoy link, thus achieving a large amount of star products.

two

Opportunity point two

Subdivision of track potential+promotion of commodity trends, creating a million-level daily consumption category.

In 2023, the wind of recovery swept across all walks of life. With the upgrading of consumption and the transition of consumer demand, the beauty industry sub-categories emerged constantly. Driven by the trend of comprehensive commercialization, the sub-product track will have more opportunities in Tencent’s ecology. Shu Xuan mentioned in the sharing that in the beauty of domestic products,Anti-aging, skin care and make-upThe three potential product tracks will reach new heights in Tencent’s ecology in the future. Tencent advertising will also provide dual support from policy and technology, and join hands with more beauty brands.A total of millions of daily consumption categories and tens of millions of GMV items were created.

1. Policy support-super product plan linkage incubation, so that new products and explosive products can be traced.

With the rapid development of commodity ecology, toughness development may be the hard power of brand cross-cycle and sustainable management. In this regard, inPolicy supportWang Yi proposed that Tencent’s advertising super product plan is aimed atBrand new products and potential explosive productsLaunched"Shangxin Easy" and "Explosives Pass"Products, aiming at incubating with brands, make brand new products easier to throw, and make white brand explosive products more out of the circle.

2. Technological innovation-commercialization, let the brand grow scientifically.

Faced with the advertising problems such as difficulty in starting new products, difficulty in expanding old products and large cost fluctuations,"commercialization"It has become one of the key solutions for brands to face challenges directly. Taking commodity information as a series"people and goods matching"Pattern, based on"The system knows the goods"and"The system understands people"Can make commodity advertisementsMore scientific and accurateMatch to a more suitable consumer group. With the pursuit of long-term growth of the beauty industry brand "from efficiency to quality" becoming the mainstream trend,Djukov, CEO of Chuilun Technology, said"Traffic will only become more and more expensive, and the cakes in the market will only be reserved for brands that know how to be refined."

Djukov, CEO of Chuilun Technology

At the same time,Zhao Yi, Director of Tencent Advertising Beauty & Luxury Industry OperationsIt is also mentioned that if the brand wants to grow up in Tencent’s ecology, it will go through three stages: introduction period (new product introduction & quantity), growth period (explosive product boosting) and maturity period (explosive product continuous expansion). In these three stages, Tencent advertising will start fromOperational assistance, product selection and policy supportAnd other dimensions to provide technical and strategic guidance for brands to launch goods, and promote the growth breakthrough of track categories.

Zhao Yi, Director of Tencent Advertising Beauty & Luxury Industry Operations

three

Opportunity point three

Wechat ecological social value release+ecological ability optimization and upgrading, building brand user assets compound interest

As a connector of the WeChat ecosystem, the video number has been strong since its release in 2020 and has gradually become a brand.Revitalize the core hub and new traffic position of Tencent. From the perspective of brand"Short video and live broadcast are easier to help brands build trust with users, which is simpler than simply piling up graphic materials. Video number may indeed be an opportunity for more brands."Xia Zheng, the founder of Yi Nian Cao Mu&a private field observation consultantSay so.

Taking the video number as the origin, Tencent advertising provides the brand withLive broadcast and short videoWaiting for multiple paths to radiate multiple opportunities in Tencent’s ecology. First of all,"video number+live broadcast"Provide a brand-new brand."relational live broadcast"Mode, so that brands can establish a centralized scene of interaction and transformation with users through live broadcast of video numbers, and help brands realize"Flow" to "Allowance"Transformation. In this regard,JASON ZHANG, founder of Solution ConsultingSaid in the round table sharing, "Brands should turn the amount flowing in public domain into the amount left in private domain.All the exposure and promotion of the public domain is not only the value of the brand itself, but only by depositing the public domain users in their own private domain pool, and then using Tencent’s eco-rich contacts to maintain and connect the users and create a deep long-term relationship between the brand and users, will users truly become brand assets. "

Secondly, "video number+short video" has become the brand’s new traffic position.The brand can amplify the brand influence through short videos and continue to attract users. And with"video number+music LIVE", "video number+knowledge content" and "video number+big event"For example, the "video number+content ecology" provides more space and scenes for beauty brands. Brands can coordinate content with social contacts within the video number to incite public domain traffic to revitalize private domains.Feng nian, founder of the golden handIt is put forward that "every high-quality content will definitely trigger some emotions of users, so the key to breaking the circle of video number content lies in reaching the target crowd to achieve high broadcast completion rate, and triggering user emotions through content to improve interaction rate". Wang Yi also said, "In the future, Tencent Advertising will continue to increase cooperation in the content of video numbers, involve more users, and help brands successfully break the circle in video numbers and drain private domains."

Feng nian, founder of the golden hand

In addition, in ord to give full play to that value of the video number,Tencent Advertising and Zero One Technology jointly released the "Video Number Activation Beauty Global Operation-Tencent Beauty Video Number Operation Guide", providing advanced experience and practical layout guidance for more brands to lay out video numbers.

On the left: Jian Feng, CEO of Zero One, and Wang Yi, head of Tencent’s advertising beauty industry, on the right.

four

Opportunity point four

Multi-dimensional assistance from the industry to provide guidance on the long-term development path of beauty.

In order to help more beauty brands grasp"Video Number & Private Domain"New opportunities to win, with the help of Tencent Ecology to continuously expand commercial space, Tencent advertising invitationFeng Nian, founder of Dianjinshou, Bao Ye, founder of Hua Makeup Club, Kong Huihui, editor-in-chief of Cosmetic Watch, Xia Mei, founding partner of Jumei, JASON ZHANG, founder of Jieshu, Jianfeng, CEO of Zero-One Mathematics Department, Cai Chaoyang, founding partner of Qingyan, and Xia Zheng, founder of Yi Nian Caomu & Private Observation Consultant.Eight beauty industry experts jointly set up[Beauty Industry Experts Alliance]It aims to provide path guidance for the long-term development of the beauty industry through continuous exploration, discussion and co-creation. On-site,Shu Xuan, head of Tencent advertising beauty cosmetics & luxury industryEight experts were also awarded industry consultant certificates.

In addition, Tencent advertising fromGlobal growth, consumer links, brand innovationThe three dimensions are37Brand promulgation"Tencent Domain See Beauty Award"Encourage outstanding brands that have begun to achieve outstanding results in various fields in 2022. Among them,Huaxi Bio, Giant Bio, Winonawait forfiveBrand acquisition"Best brand influence",Fu erjia, Dr. Ai, Lin Qingxuanwait foreightA brand won "Best brand innovation”，Jiao Lian, Zhongke Runhang, Jimmywait foreightA brand won "Best growth award”，Baixianji, Han Gao, and Chuilunwait for11A brand won "Best category award”，Maggie Mageline, Afu Essential Oil, PERFECTDIARY Perfect Diarywait forfiveA brand won "Best private domain operation award"Awards honor.

"For Tencent’s ecology, I suggest that beauty brands should enter early rather than late. If brands can find the most suitable way around traffic strategy and crowd strategy, you may be the next card table."Xu Jidong, Chairman and CEO of Hangzhou JumeiSuggest to the beauty brand in sharing. In 2023, Tencent advertising will provide more new opportunities for more beauty brands to open up a broad global business growth space, just asWang yiSay"In 2023, Tencent’s advertising will focus on the center of" creating millions of daily consumption categories and millions of GMV items together "and the three basic points of" video number, powder adding and product announcement "to help more beauty brands unlock the best posture of ecological cooperation with Tencent".

Great changes have taken place in the beauty market. Vipshop’s ＂2022 Beauty Hot Search List＂ unveiled three new trends.

2022 has come to an end, and this year is a year of intense changes for many people. Especially for the ever-changing beauty industry, this year is a year full of changes.

First of all, judging from the overall development status of the industry, this year is a painful period for the development of the beauty industry. The original rapid growth of the market traffic dividend is gradually peaking, and a large amount of capital has begun to withdraw from the beauty industry and switch to other industries, and beauty has experienced low tide.

However, under the predicament, some new trends have also become popular, which has led a large number of beauty brands to take off. For example, the "2022 Beauty Hot Search List" recently released by Vipshop, a special e-commerce platform, unveiled three major development trends of the beauty industry this year.

The first trend is that the consumption hotspots in the industry have changed. According to the search data of Vipshop last year, the three hottest beauty ingredients this year are hyaluronic acid, salicylic acid and nicotinamide. "Constituent parties" appear on major social media platforms, and effective skin care has become a well-deserved hot spot in skin care.

No matter what age, any woman is "anxious" about aging. According to relevant data, post-95 s and post-00 s are more afraid of old age than post-80 s and post-90 s, and the proportion of "very anxious" about aging ranks first in all ages. In the fight against aging, young people are becoming more and more "rolled up".

Some netizens said: "I feel that I am getting old rapidly, with more and more crow’s feet and more flabby skin. This feeling of watching myself get old day by day is really terrible."

The second point is the rise of domestic beauty brands. Within one year of this year, the overall sales of beauty cosmetics on Vipshop platform increased by 58.5% year-on-year, but the sales of a large number of domestic beauty cosmetics easily doubled.

For example, the sales of brands such as Huaxizi, Ximuyuan, Zhuben, Grain Rain, and Yeast have all achieved multiple growth in Vipshop this year. Especially in Vipshop, a "new brand plan" was launched to help domestic brands, and a large number of domestic beauty products stood out and were sought after by a large number of consumers.

Netizen Xiao Ceng said: "In the past, I bought beauty cosmetics from foreign brands. Now I have done a good job in domestic beauty cosmetics. Not only is the quality not worse than that of foreign brands, but the price is more affordable."

The third point is the rise of outdoor beauty track. More and more young people are starting to go out of their homes and take part in various outdoor sports, such as frisbee, cycling and hiking, which are all hot outdoor sports this year.

Young people are now more willing to wear sunscreen to go out and sweat than to do beautiful body care at home. In Vipshop, the search volume of sunscreen platform on the platform this year is more than twice that of whitening products.

From the rise of hyaluronic acid, salicylic acid and nicotinamide, to the rise of domestic products and outdoor beauty products, it is actually the same thing. Although the beauty market has experienced a peak in traffic, as long as it can meet the personalized and diversified needs of users, the market is equally hot.

The 4th Cross-Strait Student Baseball League Finals started with 840 players making friends.

China news agency, Shenzhen, November 11 (Reporter Jun Guo) The finals of the 4th Cross-Strait Student Baseball League kicked off in eight stadiums in Shenzhen on November 11. Thirty-two teams from both sides of the Taiwan Straits (20 teams from mainland China and 12 teams from Taiwan Province) will play 80 games in the eight-day schedule, competing for the championship in four groups: University Group, U18 Group, U15 Group and U12 Group.

A total of 840 players participated in the finals. During the games, various exchange activities will be held, such as "Players’ Night", visits and exchanges, and watching drone performances. It is reported that this year’s finals will be interspersed with exchange activities and competitions for the first time, and the time for communication outside the competition will be greatly increased. Players from primary and secondary schools on both sides of the strait learn from each other’s skills, make friends, and promote "one family on both sides of the strait" through baseball exchanges.

It is understood that after six years of hard work, baseball has been carried out in many universities, primary and secondary schools in Shenzhen, and more and more student baseball clubs have emerged. Baseball has become one of the favorite sports for students. Before the finals, the "2023 Little League Training Camp across the Taiwan Straits" was launched, and Taiwan Province’s outstanding hard ball was invited to Shenzhen for training, guidance and exchange, so as to jointly improve the baseball level across the Taiwan Straits.

For this competition, Xu Yong, CEO of the Cross-Strait Baseball Exchange and Cooperation Committee, is full of expectations. He said: "The Fourth Cross-Strait Student Baseball League Finals is of great significance for students from both sides of the Taiwan Strait to get acquainted and build a better platform for students from both sides of the Taiwan Strait. I hope they will become good friends, partners and brothers through this competition."

"I look forward to winning the championship in this competition." Although it rained continuously on the first day of the competition, it couldn’t resist the enthusiasm of Taiwan Province players. Cai Zhengyu, a sophomore from Taichung Beishi Middle School, was full of confidence in getting good results in this competition, although it was her first time to come to the mainland to participate in the competition.

Chen Yanrui, the coach of Cai Zhengyu, told reporters that he brought 16 players to the competition this time. Most of the players are coming to the mainland for the first time. They feel very fresh and kind. "They adapt quickly." Chen Yanrui said that baseball in mainland China has developed rapidly and its strength is growing. I hope there will be more opportunities to learn from mainland teams in the future.

Taiwan Province hard ball Ou Liqian, who has coached in the mainland for more than 7 years, told reporters that this is his fourth consecutive time to lead a team to participate in the cross-strait student baseball league. He believes that such an opportunity to participate in the competition is very rare, and students on both sides of the strait can accumulate competition experience, learn skills and enhance friendship. (End)

There are these eight ＂pains＂ in beauty in 2021. What should I do next？

The beauty industry in 2021 is even more "rolled up" than in previous years.

In the general environment, the growth rate of cosmetics retail market has slowed down, and various new regulations of the industry have gradually landed, and the business pressure of enterprises has suddenly increased; On the brand side, new domestic products are cold, and many imported products "fail" in China; At the channel end, the online traffic dividend disappears, the live broadcast frequently rolls over, the offline channel is still in the winter, and the new species boom is no longer; At the supply chain end, it has also begun to enter a new reshuffle period …

Looking back on the past year, it is undoubtedly a year of "pain" in the industry. In the new year, only by aiming at the pain points and attacking accurately can we find the certainty of the development of the enterprise itself in the turbulent market.

1. The "pain" of the market twists and turns

According to the data of the National Bureau of Statistics, from January to November 2021, the total retail sales of social consumer goods reached 39,955.4 billion yuan, a year-on-year increase of 13.7%. Among them, the total retail sales of cosmetics was 367.8 billion yuan, up 15.3% year-on-year, which was 9.5% higher than that of the same period last year.

However, compared with previous years, cosmetics retail is obviously insufficient in 2021. According to cosmetics observation statistics, from January to June, the growth rate of total retail sales of cosmetics showed a downward trend month by month; In July, the growth rate of cosmetics retail sales slowed down to 2.8% year-on-year, and it was 0% in August, and rose to 3.9% in September, but compared with the same period in history, it was the lowest value in the same period in the past 10 years.


2. The "pain" of industry supervision

With the formal implementation of the Regulations on the Supervision and Administration of Cosmetics on January 1, 2021, the cosmetics industry has ushered in the era of "the strongest supervision in history".

According to the incomplete statistics of cosmetics observation, at least 16 relevant management regulations/methods/provisions and draft for comments will be issued in 2021. While raising the industry threshold, many problems have surfaced one after another.

The speed of new product development becomes slower. On May 1, 2021, the Measures for the Administration of Cosmetic Registration and Filing, the Provisions for the Administration of Cosmetic Registration and Filing Data and the Provisions for the Administration of New Cosmetic Raw Materials Registration and Filing Data were officially implemented, which clarified the safety monitoring system for new raw materials and the requirements related to cosmetic registration and filing, which made the R&D cycle of enterprises longer, the development speed of new products slower and the registration threshold higher.

Operating costs have increased substantially. As required, since January 1, 2022, cosmetics registrants and filers who apply for special cosmetics registration or ordinary cosmetics filing shall evaluate the efficacy claims of cosmetics. However, according to industry insiders, the testing cost of a single product has risen sharply compared with before, and the operating costs of enterprises have risen.

Advertising has become more difficult. From May 1 this year, the Measures for the Administration of Cosmetic Labels will be officially implemented, which puts forward regulatory requirements for enterprises to advertise or publicize their efficacy through cosmetic labels. Last year, many enterprises were fined for false propaganda.

3. The "pain" of new domestic products when they are cold

Since 2021, news of the closure and clearance of domestic cosmetics brands has frequently come out. According to the incomplete statistics of cosmetics observation, as of December of that year, nearly 20 domestic beauty brands were shut down or closed down. Such as Cindy, CROXX, Paiji, KACH, etc. Among them, make-up brands are the main brands.

Someone in the industry once said that the competition of new domestic brands is very cruel, and it is difficult for some niche brands and new brands that have not run out of popularity to live for a few years. In fact, many brands didn’t know it existed until they were about to close down.


This is related to the "killing" of many domestic brands in the low-end market. In a market with limited traffic, the continuous influx of new brands will only aggravate the "involution". Once the capital stops "blood supply", new domestic products will only come to an end silently.

4. The "pain" of sluggish imports"

It is reported that Yueshi Fengyin, owned by Korean Amore Pacific Construction Group, will retreat in the China market, and the number will eventually be reduced to 140, which is 76% less than the 600 stores in the peak period. In March 2021, the group’s Yiti House has completely closed all offline stores in the China market.

The retreat of Yueshi Fengyun is just a microcosm of foreign beauty companies in China.

According to the incomplete statistics of cosmetics observation, in 2021, more than ten international beauty brands withdrew their cabinets, cleared their warehouses or even stopped operating in China. In the counted cases, the groups of imported brands are mainly international beauty giants, such as WASO under Shiseido, BECCA under Estee Lauder, Copley under Unilever, etc., involving skin care, make-up and care.

5. The "pain" of online channel turmoil

Double 11’s "dumb fire" is a watershed from hot to cold for online e-commerce. In the past 13 years, Ali Double Eleven ushered in single-digit growth for the first time, with an increase of 8.45%. This result is related to the end of the traffic dividend and the increasing cost of traffic.

Some popular anchors have bluntly said that in the past five years, the price of traffic on various platforms has increased tenfold, and the business of merchants has become more and more difficult to do, and it has become increasingly difficult to make money, because they are all working for platforms and KOL. According to the data of the research and development department of CITIC Securities, the promotion expenses of some platforms reach more than 26% of the sales, and the brands burn a lot of money, but they just "kill one thousand and lose 800", and finally they can only go lonely.

The field of live online delivery, which was once in the limelight, also suffered a blow.


Since 2020, more than 20 laws and regulations on live broadcasting have been promulgated, and the statement that "the lowest price of the whole network" was originally the killer of live broadcasting began to become illegal propaganda.

As for anchors, Viya, Sydney and Lin Shanshan were all fined for tax evasion, totaling more than 1.4 billion. Their accounts in Weibo, Tik Tok, Taobao, Aauto Quicker, Xiaohongshu and other platforms have also been blocked. The tax storm has bid farewell to the barbaric growth of live broadcast, and practitioners have begun to re-examine this ups and downs.

6. The "pain" of shrinking offline channels

The offline channel is still in the "winter". Market research shows that the passenger flow of offline channels continues to decline, and the events of clearance, bankruptcy, store closure and career change have never stopped in the industry. However, due to the impact of the epidemic and online, the cold winter of offline channels is far from over.

Take some foreign brands that reduce the market as an example, many will also take offline channels to "cut the knife first". For example, after entering the China market in 2014, the care brand Fulv Deya mainly used department stores. At the beginning of 2021, Fu Lu Deya was reported to have cut down a lot of department store counters, which was the result of the brand shifting its strategic focus to online. In addition, Bei Lingfei, a subsidiary of LVMH Group, and Julie Kou, a subsidiary of POLA, also withdrew a large number of offline counters.

7. The "pain" of low tide of new species

According to incomplete statistics, since 2020, there have been nearly 20 new beauty collection stores in the beauty market, which have more than 1,000 stores nationwide. However, since 2021, some new species have begun to spread rumors of losses and even closing stores. At the same time, the expansion speed of "old players" in stores is no longer the grand occasion of the past. Last year, only a few "new players" such as "Zero Beauty Optimization", "SUKI BOX" and "BOEM’SBOOK Collection" entered the stadium.

Some insiders believe that in this context, capital also holds a wait-and-see attitude towards new species, and many new species have entered the threshold of life and death. Whether they can establish their own profitability will determine their life span.

8. The "pain" of supply chain reshuffle

In 2021, the supply chain ushered in a new reshuffle period. This year, supply chain enterprises have experienced many rounds of pressure, such as supervision, price increase and power cut.

The first is supervision. Strong supervision on banned raw materials has greatly affected enterprises. On May 28th, the State Food and Drug Administration issued the Catalogue of Prohibited Raw Materials for Cosmetics and the Catalogue of Prohibited Plant (Animal) Raw Materials for Cosmetics. Among them, the list of prohibited raw materials for cosmetics reached 1,284, while the list of prohibited plant (Animal) raw materials for cosmetics was 109, and cannabis raw materials were definitely banned. In addition, the regulatory authorities have redefined the concepts of stem cell cosmetics, brush acid beauty and food-grade cosmetics.


The second is the price increase. In January, 2021, cosmetic packaging boxes took the lead in opening the price increase tide, and nearly 20 paper enterprises successively issued price increase notices, with the highest increase reaching 20%. In March and October, the raw material side also started to raise prices several times, with the highest increase of 118%.

Then there is the power cut. At the end of September last year, industrial electricity consumption in many places in China was tight, and various places took measures such as limiting electricity and stopping production for enterprises under their jurisdiction. Jiangsu, Guangdong, Zhejiang and other major chemical provinces were also deeply affected, which undoubtedly made matters worse for cosmetics manufacturers who were already in the trend of price increase.

By 2022, CiE Beauty Exhibition will solve the pain points of the whole industry in one stop.

The pain points mentioned above are, in the final analysis, that the beauty industry has reached an important turning point in history, and the people and goods yard has undergone earth-shaking changes. Only by innovation, only by opening up and linking the excellent resources of the whole industry chain can we solve the above problems.

CiE Beauty Innovation Exhibition, with the slogan of "new brand, new buyer, new ecology", is the first exhibition in the beauty industry focusing on new resources and taking "innovation" as its core competitiveness. The 2022CiE Beauty Innovation Exhibition also provides innovative solutions for the beauty industry.

It is reported that the 2022CiE Beauty Innovation Exhibition includes five exhibition halls with an exhibition area of 60,000 square meters and 800+ high-quality exhibitors. It is estimated that there will be more than 40,000 professional buyers. The highlights are mainly reflected in the following three aspects-

800+ quality exhibitors. The exhibition covers 800 exhibitors, including more than 400 brands, including new domestic products, imported products, special categories and other market trends; There are more than 200 supply chains, covering foundries, packaging suppliers, raw material suppliers and testing institutions. There are more than 150 ecological resources such as MCN and e-commerce platforms.

More than 30 special events. The exhibition will hold special events such as e-commerce and marketing platforms, data & trends and celebrities. More than 30 experts from Taobao Live, Tmall International, JD.COM Beauty, Aauto Quicker E-commerce, bilibili and Xiaohongshu will share the development trend of 2022 beauty, the latest policies of e-commerce platforms and the advanced tactics of traffic marketing.

40,000+professional audience. It is estimated that there will be more than 40,000 exhibitors, including about 22,000+visitors from online channels and 12,000+customers from offline channels, gathering high-growth channel buyers in the beauty industry.


Want to wear a skirt in winter? Then you must buy these models!
The knitted vest of Zhou Yutong White Deer is too high! Learn quickly.

game

There are many kinds of games. I am not good at playing games. I played zombie games many years ago ~ this game is probably played by many people.

I am not allergic to games. I was depressed for a while. Teddy boy got off work very late and couldn’t accompany me. He played some games for me, saying let me relieve boredom, and I joked that you weren’t afraid of my addiction or something. Teddy boy said with a smile, you play. However, I may be short of a muscle, so I won’t play after playing for a while. More often, I pay attention to whether the plot is in place, whether the characters and scenes are beautiful, and I am reluctant to fight in teams and complete tasks, so several games that were said to be very popular at that time ended in nothing for me.

Perhaps, for things that you are not interested in, it is like this, you can’t activate it, and you have no passion. It is not easy to understand people who are crazy about playing games. Of course, you may lose some fun.

Yan and Qi grew up and began to pay attention to games. I understand that this is inevitable. Games are not just games, they can decompress, and they can also broaden your horizons. At the same time, they are also a way of socializing. Yan likes small games such as fighting and killing (which is probably the hobby of many boys), and Qi likes hand-made and fantasy games, so the two of them can’t play together. So sometimes it’s a headache.

As for the time to play games, there are fixed requirements for them. Generally speaking, it’s ok, but Yan students occasionally think about taking a chance and secretly play for a while … games are addictive, and there should be many children who are addicted to playing games at home. Maybe some parents have a deep understanding. Especially for those grandparents who take care of their children, every weekend, the children are not locked in their own rooms to play games, or they are playing games on the sofa.

Playing games is also easy to be deceived. During the holidays, children will secretly charge money into the game while adults are not paying attention, in exchange for their long-awaited skin, weapons, skills and so on.

Playing games for a long time will make children more irritable, because the brain is in a state of excitement and concentration for a long time. When people around him disturb him, he may show an unreasonable side. At this time, criticizing them may lead to more uncontrollable results and escalation of contradictions.

If minors play games to make up their money and find out in time, they must call the official, and maybe they can get some back.

However, playing games is not only one of children’s entertainment methods, but also a favorite of some adults. It is also particularly important to play games properly and balance the relationship between work and games, family and games.

There is an idiom that a game is such a "thing" when you are tired of playing with things. If you don’t pay attention to it a little, you will immerse children in it and forget your job.

Is the game itself right or wrong? Can’t say that, what was the original intention of the game being created? Make people happy? Make money? The era has developed here, the game industry has been in full swing, and a small protest and dissatisfaction can’t fight against the wall of interests.

In this matter, how to guide and help children is extremely important. I hope that all kinds of cases caused by playing games on the Internet can be taken as a warning and the relationship between games can be handled well.

Today’s golden sentence: you don’t have to be very powerful to start; But you have to start, you can be very powerful.

After the storm of Hua Xizi, cheap domestic products became ＂beauty assassins＂. Where is the domestic beauty？ ｜ Titanium figure smell

Ti du tu Wen 113 th issue

Planning and Production | Titanium Media Visual Center, Editor | Liu Yaning, Drawing | Chu Yanmo

Recently, the live broadcast of "rollover" by a well-known anchor with goods has triggered a discussion among consumers about the price of domestic cosmetics. A product named "Shouwumei Chalk" by Hua Xizi was sold in Li Jiaqi live studio for one in 79 yuan and two replacement clothes were given away. At this price, the price per gram of this eyebrow pencil is as high as 329.2 yuan, which is comparable to gold. If Li Jiaqi’s misconduct hadn’t caused public controversy, consumers wouldn’t have paid much attention to the price per gram of an eyebrow pencil or lipstick.

Not only Hua Xizi’s eyebrow pencil, but now many domestic make-up brands that used to be labeled as "fair price" and "big brand flat replacement" are secretly raising prices. In the past, it was mentioned that domestic brands would think of "cheap bowls", but now many consumers complain that the unit price grams calculated by many cheap domestic brands are more expensive than international brands, and domestic brands are no longer the equivalent of international brands.

In the past few years, domestic cosmetic brands that have been upgraded through various packaging, efficacy and product ingredients have even become a bit unaffordable for consumers. What about the price increase of domestic cosmetic brands? Why do domestic brands, which are synonymous with "cheap and good quality", want to raise prices? In this issue, the titanium media and titanium map try to sort out from the data level.

Recently, the controversial domestic product "Hua Xizi" has been ridiculed as a new monetary unit "Hua Xizi", which is specially used to measure the salary of "migrant workers", that is, 1 Hua Xizi =79 yuan.

How expensive is Huaxizi? On the e-commerce platform, the price of a Huaxizi "Shouwumei Chalk" is 69 yuan, and a replacement core is given, which is as high as 431.3 yuan according to the number of grams. Calculated in the same unit, the eyebrow pencil of Shu Uemura’s machete is only around 60 yuan per gram.

Not only Hua Xizi’s eyebrow pencil, on the e-commerce platform, the price of many domestic brands of eyebrow pencil ranges from several yuan to several tens of yuan. According to the incomplete statistics of titanium media and titanium figure, the number of grams of Hua Xizi eyebrow pencil is not the most expensive. The most expensive one is the eyebrow pencil from Laqi. A 0.14g eyebrow pencil is sold in 70 yuan, and the parity price per gram is as high as that of 500 yuan. The price per gram is indeed comparable to that of gold. However, international big-name eyebrow pencils such as Givenchy, YSL and Dior are far lower than domestic cheap beauty brands such as Odin Jr. and Gloria.

The high cost of Huaxizi is not a case. From mascara to lipstick, from repair cream to essence, there are many different kinds of domestic brands whose price per gram has far exceeded that of international brands. The same is the repair cream of 15g/ml. Winona, a domestic product, needs 5.9 yuan per gram on average, while Avon, a foreign product, only needs 3.9 yuan. The same lipstick is 129 yuan, and the foreign L ‘Oreal is 0.5 grams more than the domestic flower Xizi; It’s also a three-color concealer. Do you choose a Chinese-made colorful soup of 189 yuan /5g or a foreign-made phantom of the opera of 309 yuan /40g? Generally speaking, for the products of the same type and the same effect, some domestic brands win by price, and the total price is controlled at more than 100 yuan, but the average price per gram is higher than that of foreign brands because of the small weight per gram; For products with the same price, some domestic brands lose their advantages because of weight.

However, in recent years, domestic brands have been focusing on the wisdom of "small weight". After all, make-up is a kind of fast-moving new category, and its capacity is too large, which makes consumers easily lose their freshness and can’t be used up. Moreover, lowering the unit price can also make consumers intuitively feel the cheapness of things. Therefore, it may not be a fair view to judge the domestic brand "Kebi Jinjian" only from the unit price.

Even if you don’t look at the price per gram, domestic brands are intensifying on the road of price increase. The data shows that in the past year, the prices of different brands of beauty products have increased to varying degrees.

According to the incomplete statistics of titanium media and titanium degree, by comparing the average prices of some domestic beauty brands during the Double Eleven in 2022 and 2021, it is found that the prices of three domestic brands, Ou Shiman, Han Shu and Zirantang, have all increased by more than one time. Among them, the average price of Ou Shiman series products increased dramatically, from 104 yuan/piece during the Double Eleven in 2021 to 334 yuan/piece during the Double Eleven in 2022, and the price doubled in one year; Except for Ou Shiman, the average price of Kans series products rushed from 216 yuan/piece to 505 yuan/piece within one year, which is higher than the prices of overseas brands such as OLAY and L ‘Oreal. Although the unit price of Nature Hall is low, its increase rate is as high as 130.93%. Overall, during the Double Eleven in 2022, the average price increase of domestic beauty brands is higher than that of international brands.

Behind the continuous breakthrough in the price of domestic beauty brands is the objective reason for the rising cost of cosmetic raw materials in recent years. Recently, many manufacturers, such as Dow Chemical, Japanese PE Co., Ltd. and Longbai Group, issued price adjustment announcements, announcing that the prices of related raw materials and products, including silicone, surfactant and titanium dioxide, would be raised by 5%-23%.

According to the incomplete statistics of titanium media and titanium degree map, from the beginning of August to the middle of September, the prices of raw materials related to cosmetics rose many times with obvious increase. Among them, the price of aniline used in hair dye and nail polish increased the most, reaching 24.28%; The price of titanium dioxide used as a physical sunscreen is the highest among these cosmetic raw materials, which has risen to 16 thousand yuan/ton on September 11, with an increase of 5.42%; There is also butanediol used as a humectant in cosmetics, which has increased by 5.71% in the past month; The price of DMC in silicone, which covers almost all categories of cosmetics, has been rising for more than a month, and the current price has reached 13,000 yuan/ton, with an increase of 2.46%.

In addition to rising raw materials, the entry threshold for cosmetics is getting higher and higher. Nowadays, under the new regulations, before the relevant products of enterprises enter the market, they need to do more "preparatory work", such as freckle whitening, hair loss prevention, sun protection, acne removal, nourishment and repair, and all kinds of testing costs should not be underestimated.

The quotation of third-party cosmetics testing institutions in the market shows that hair loss prevention is the highest price category, and the test needs about 250,000-300,000 yuan; There are also freckle whitening and repair tests, and the highest price also needs about 200,000-300,000 yuan; The price of sunscreen, acne and nourishment is also around 100,000 yuan. So if a product wants to claim multiple functions, it will cost hundreds of thousands to millions, and these are also included in the rising product price.

Nowadays, when more and more young people buy beauty and skin care products, they not only look at the ingredient list, but also study the cost ratio. Therefore, more and more domestic brands have begun to work hard on the formula cost, and began to research their own ingredients and apply for exclusive patent technology, and behind these high requirements are high costs. In the competition of efficacy skin care market, domestic cosmetic brands have increased their investment in research and development.

According to incomplete statistics, in the first half of 2023, among the 10 major domestic cosmetics groups, Perfect Diary’s parent company, Yixian E-commerce, invested 501 million yuan in research and development, which was the company with the largest amount of investment among the 10 major domestic cosmetics groups, but compared with the same period last year, its R&D investment decreased by 26.15%; Also paying attention to R&D investment is Runbaiyan’s parent company Huaxi Bio, whose R&D expenditure accounts for 6.07%, and its R&D investment is at the head of the listed companies of domestic cosmetics groups.

It is worth noting that the R&D investment of Giant Bio, the parent company of Fufumei, increased significantly in the first half of 2023, with an increase of 80.75% compared with the same period of last year, which is closely related to the R&D of powerful products such as "skin and scar repair".

Corresponding to the situation that R&D expenditure accounts for less than 5%, the marketing expenses of domestic cosmetics groups are rising rapidly. With the rise of Internet e-commerce and live broadcast industry, the anchor delivery mode is increasingly favored by capital. In order to tell good business stories and gain revenue, domestic beauty listed companies have always maintained high marketing expenses.

In the first half of 2023, Polaiya and shanghai jahwa Group spent the most on marketing expenses, reaching 1.58 billion yuan, 17 times and 20 times of their R&D expenses respectively; Yixian e-commerce has the most marketing expenses, and 60% of its revenue is used for marketing; However, the marketing expenses of Juzi Bio increased the fastest, which more than doubled compared with the same period of last year, that is, every product sold in 10 yuan would cost nearly 3 yuan for marketing promotion, and the trend of "marketing-driven growth" became more and more obvious. In this regard, Juzi Bio said in the performance announcement: "This increase is mainly due to the rapid expansion of online direct sales channels, which has increased online marketing expenses."

In the industry form of live broadcast, the deep binding between the brand and the head anchor means huge expenditure of marketing expenses. In this incident of Hua Xizi, it is rumored on the Internet that Hua Xizi’s rebate to Li Jiaqi is as high as 60%-80%, even more than 100%. On September 12th, Hua Xizi denied the rumor, saying that the cooperation with Li Jiaqi was the industry average. According to statistics, Hua Xizi only invested 20 million yuan in monthly marketing expenses on the live broadcast platform in the early days. It can be seen that the method of domestic beauty groups relying on Internet traffic to promote explosive products is doomed to be inseparable from the support of a large number of marketing funds.

In fact, high price does not mean low cost performance. In the process of development, brands should take into account the price and achieve the best cost performance. The future of domestic cosmetics brands is long and difficult.

Source of data: Financial reports of companies, business organizations, Capital Securities, Taobao and other public information.