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

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

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

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

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

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

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

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

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

Beijing News reporter Wang Shengnan

Editor Jake proofreads Chen Yanyan.

Swimming, a fitness exercise that can last a lifetime.

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

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

Running in water doesn’t hurt your knees.

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

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

Bicycle consumption in water is 20 times

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

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

Shaping and moistening skin in water

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

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

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

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

What is education to promote Chinese modernization？

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

(Reporter Yan Xiaoyan)

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

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

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

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

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

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

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

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

New brands and international brands are fighting online.

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

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

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

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

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

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

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

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

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

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

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

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

Offline layout into a new brand testing ground

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

A-shares opened slightly lower： the Shanghai Composite Index fell by 0.09%, and sectors such as communications, media and entertainment, and brokerages were among the top losers.

The three major A-share stock indexes opened slightly lower, with the Shanghai Composite Index down 0.09%, the Shenzhen Stock Exchange Index down 0.10% and the Growth Enterprise Market Index down 0.07%. The media, entertainment, communications, Internet, real estate, semiconductors, brokerages, IT equipment and other sectors were among the top losers, while the tourism, automobile, coal and medicine sectors rose slightly.

FTSE China A50 index futures opened lower on the basis of closing up 0.01% in the previous trading day and night, and are now down 0.06%.

The Nikkei 225 index opened up 0.3%. The Seoul Composite Index opened 0.21% higher.

Institutional strategy:

Huatai securities strategy research report believes that the all-A risk premium falls back to the rolling one-year average and then rises again. Structurally, the theme, bonus and boom sectors that took turns during the year were all under pressure, while the sectors such as travel chain and real estate chain, which had little marginal change in fundamentals but were fully adjusted in the early stage, quietly strengthened, or reflected two potential changes: First, under the pressure of fund ranking at the end of the year, the chips were switched between high and low, and the rotation was fast. Under the stock characteristics, the market at the end of the year may have a reversal effect. It is suggested to avoid the "depression" where the increase was too high during the year and the chips/valuation/momentum was low in stages. Second, the shell KMI index fell back to 31.7, and the real estate policies in first-tier cities continued to increase. Before the Central Economic Work Conference, the policies in the real estate/chemical bonds/capital markets were expected to heat up. Considering the above two directions, it is suggested to pay attention to travel chain/real estate chain/medicine, medicine and beauty/agriculture in the short term.

According to the latest report released by the strategy team of Industrial Securities, with the improvement of the external environment and the repair of overseas pessimism about the domestic economy, the RMB has appreciated significantly recently, and the pressure of foreign capital outflow has been eased marginally. Looking back, considering that the end of the year and the beginning of the year are also the traditional time window for foreign institutions to increase their positions in A shares, the return of foreign capital is expected to become an important driver of the market. Structurally, focusing on the value growth leader and high-quality assets such as Hong Kong stock Hang Seng Technology, driven by the recovery of foreign capital, the improvement of domestic funds, and the expectation of important conference policies at the end of the year, is expected to drive the market as a whole to usher in a wave of repair.

CICC’s latest strategy report pointed out that the market rebound since the end of October benefited from the stabilization of valuation in the context of improving investors’ risk appetite. It is suggested to pay attention to the following changes: 1) The countercyclical adjustment policy is still in the process of overweight; 2) The impact of the previous US dollar index and US bond interest rate on the A-share market has eased; 3) The valuation of A shares is still at an extreme level in history, and there is much room for repair in the future. Looking forward to the market outlook, although the A-share market has fluctuated in the short term after a sustained rebound in the previous period, the current asset price still implies investors’ more cautious expectations, so there is no need to be pessimistic about the subsequent market performance.

In terms of configuration, the recovery of risk appetite is expected to drive the small-cap style of A-shares to continue to dominate, but we need to pay attention to the degree of valuation differentiation of large and small-cap styles. Historical experience shows that large valuation differentiation may also bring short-term style rebalancing. At the industry level, it is suggested to pay attention to the investment opportunities in the semiconductor industry chain and the smart car industry chain, as well as innovative drugs that benefit from enterprises going out to sea and easing the interest rate environment.

The 2023 FIFA World Cup ended and Beijing Normal University won the women’s team championship.

People’s Daily Online, Beijing, November 1 (Reporter Yang Lei) On October 31, the 2023 FISU Football World Cup ended in Jinjiang, Fujian. Beijing Normal University beat paulista University of Brazil in the women’s final and won the championship, while paulista University men’s soccer team won the men’s championship.

On the afternoon of October 31st, the battle for the women’s championship of the 2023 FIFA World Cup in Jinjiang was held at the training ground of Jinjiang Football Center. The team of Beijing Normal University, which represented China, played against the team of paulista University in Brazil, and the two sides fought for 120 minutes and drew 2:2. In the final penalty shootout, Beijing Normal University won the championship with a total score of 7:6.

"Today, we made full preparations for playing for 120 minutes and presented a very wonderful game to everyone. It is our honor to stand on the highest podium again after 12 years. " Bi Yan, former China international and head coach of Beijing Normal University, said after the game.

At the 2011 Shenzhen Universiade, Bi Yan helped the Beijing Normal University women’s football team win the championship by beating the Japanese team 2-1. Twelve years later, as the head coach, she led the team to the highest podium in the world college football again.

In the men’s final, paulista University of Brazil beat the Ukrainian National University of Economics and Business men’s soccer team 7-6 in a penalty shootout and won the championship. Hohai University’s men’s soccer team, representing China, created the best result of China University’s men’s soccer team in the FIBA World Cup, and finally won the eighth place.

A quick tutorial on football, which teaches you to become an elegant girl who knows the ball.

Recently, football fans have celebrated the Spring Festival again.

The Spanish national derby has begun again!

It is always difficult for girls to understand such things as football.

Why is it so attractive to boys!

So today, Brother Hunzi will tell you something about football (especially my sister paper who doesn’t know the ball).

# Football # # World Cup # # Football rules # # Football play # # Spanish national derby #

China football, why is it ＂hot＂ again recently？

BEIJING, Beijing, May 27 (Reporter Bian Liqun) "Shanghai Shenhua goalkeeper Ma Zhen committed violent acts and punched the opponent’s player in the face. He was suspended for 5 games and fined 50,000 yuan; Rodriguez, a foreign aid from Meizhou Hakka, carried out non-sports behavior and used insulting gestures to the opposing players. He was suspended for 4 games and fined RMB40,000. "

On the evening of 26th, China Football Association issued another heavy ticket. This is already the second consecutive round of the Super League, and two players have been severely punished for violence on the field.

Recently, football in China is full of anger, and in addition, the referee is insulted in the game and accused by social media. Since May, the China Football Association has issued as many as 21 tickets, most of which are concentrated in the past half month.

Jia Desong (left) and Aziz, who had been severely punished before, were in the game. China News Service reporter Wang Gang photo

The fire can’t be suppressed again.

The league has returned to the home and away games, and the fans have returned to the stadium. This season, the Super League is very popular. However, recently, there has been a lot of anger.

Of course, every season, there will inevitably be angry scenes. At the beginning of last season, just after two rounds of competition, the Super League created nine red cards and five tickets.

In contrast, this season, it is an improvement to enter the third node of the league and get frequent fines.

Data Map: In the Super League last season, referee Li Haixin showed a red card to Shi Ke (first from left). Image source: IC photo

Since the fifth round, the fire in the Super League has gradually started. Sunic, the foreign aid of Henan team, pushed down Fang Hao, a teenager from Beijing Guoan, and was suspended for five games by China Football Association, and fined 50,000 yuan.

In the same round of competition, Fan Bing, an official of Nantong Zhiyun Team, was banned from entering the competition stadium for one game and fined RMB10,000 by the Football Association for publishing the contents of questioning the referee in the WeChat circle of friends.

Coincidentally, Xie Hui, the coach of Dalian People’s Team, was also banned from entering the competition stadium for one game and fined RMB 10,000 for publishing the contents of the penalty dispute on social media.

Data Map: Xie Hui directs the competition in the stands. Image source: IC photo

As Nantong Zhiyun sent a long article in response to the Football Association’s fine on May 16th, the fire reached a new height.

"The facts on which the penalty decision is based are unclear and are not within the jurisdiction of the Football Association Disciplinary Committee, and the applicable rules are inappropriate; Moreover, although the punishment decision shows that there is a’ description of the parties’ by applying the template, in fact, it did not give our club or Fan Bing any opportunity to communicate, explain and defend themselves, and never held an interview meeting or hearing under the rules, lacking due process. "

"If such’ punishment decisions’ that lack legal basis and express personal opinions are allowed to flood, it will inevitably lead to illegal restrictions on the legitimate freedom of expression of football players and lead to a chilling effect."

Until now, the China Football Association has not responded to this. And a wave of unrest, a wave of rise again.

Data Map: Xie Hui directs the competition in the stands. Image source: IC photo

In the match between Tianjin Jinmen Tiger and Shandong Taishan Mountain on May 19th, Jia Desong, a foreign aid of Taishan Team, punched Beric, a foreign aid of Tianjin Jinmen Tiger, and the latter was injured. Jia Desong was finally banned for five games by the China Football Association and fined 50,000 yuan.

In the same round of competition between Wuhan Sanzhen and Chengdu Rongcheng, Aziz, a foreign aid from the three towns, trampled on his opponent’s leg and was banned for four games and fined 40,000 yuan.

Next, Shanghai Shenhua goalkeeper Ma Zhen and Meizhou Hakka foreign aid Rodrigo.

Why are you so angry?

Recently, the violence in China football field has been concentrated, which has to cause a question: Why are people so angry?

This season’s return to the home and away Super League, although the star flavor is insufficient after the loss of big-name stars, the game is still quite fierce.

To a certain extent, some of the anger also comes from this. Under the competition for every inch of land on the court, coupled with the blessing of the players’ own hormones in the game, irrational behavior is prone to occur.

This season’s Super League is hot at home. China News Service reporter Han Haidan photo

However, combing down, the source of a lot of anger comes from some penalties.

For example, Fan Bing, an official of Nantong Zhiyun, and Xie Hui, the coach of Dalian, made speeches on social media, all of which were aimed at the referee’s penalty.

In the match between Tianjin Jinmenhu and Shandong Taishan, the players of the two teams have accumulated anger for a long time. Before Jia Desong’s boxing behavior, the fighting action has gone beyond the normal range. Unfortunately, the referee on duty failed to control the field well, which indirectly led to a large-scale conflict at the end of the game. All kinds of chaos have buried the original excitement of this goal war.

Sunic, a foreign aid from Henan province, and Aziz, a foreign aid from three towns in Wuhan, were given additional punishment for their violent behavior, but in the game, the two referees on duty only showed them yellow cards.

The Wuhan Three Towns team punished Aziz for one dollar and responded to the ticket in disguise.

Another big source of anger is the intensive schedule. Since the start of the game on April 15th, the Chinese Super League has played 9 rounds in more than one month, with each team playing once every 4 days on average.

Under the long-term consumption of double matches in a week, the players are inevitably tired of fighting, which further increases their anger.

Data Map: This season’s Super League competition. China News Service reporter Futian photo

Sparse fire can reduce fire.

Objective factors, such as the intensive schedule and the referee’s ruling level, cannot be changed in a short time. Therefore, the way of suppressing fire, which is similar to punishing improper remarks, can not reduce the fire well, but is easy to be swallowed up by fire.

Therefore, Nantong Zhiyun, Wuhan Sanzhen and other clubs responded fiercely, and the behavior of club officials abusing referees on the court and questioning referees on social media off the court became more and more concentrated.

Fans in the stands and on social media are also angry.

For the current football in China, communication needs to be strengthened, and all parties need to reduce the fire.

In fact, in the 2021 season, the Super League used the mechanism of publicly responding to controversial penalties, but it did not last long, and such responses disappeared.

In addition, some fans suggested that it is possible to reconsider choosing an international referee in some 6-point battles related to championship or relegation.

Although this move may not necessarily put an end to the phenomenon of questioning the referee and the misjudgment and omission in the court, it can still alleviate the anger caused by various trust crises.

In any case, it is really precious that the league resumes home and away games, fans return to the stadium, and some stadiums even have a hard-to-find ticket. Football practitioners in China should cherish this fire, not anger. (End)

FIFA： Saudi Arabia is the only bid for the 2034 Football World Cup.

Xinhua News Agency, Geneva, October 31 (Reporter Shan Lei) On October 31, FIFA announced that Saudi Arabian Football Association was the only football association to submit an application for hosting the 2034 Football World Cup before the deadline.

FIFA confirmed that it has received an application from Saudi Arabia to host the 2034 World Cup, and Saudi Arabia is the only country that has expressed its interest in hosting the 2034 World Cup.

Previously, FIFA had announced that the only application for hosting the 2030 World Cup was jointly submitted by the Football Associations of Morocco, Portugal and Spain. At present, these three countries have confirmed their willingness to bid. As the centenary celebration of the World Cup will be held in 2030, FIFA plans to hold a World Cup in Uruguay, Argentina and Paraguay, and these three countries have also confirmed their willingness to host the World Cup.

Like Morocco, Portugal and Spain, Saudi Arabia still needs to pass the FIFA audit. If these bidding countries can meet the requirements of FIFA and go through the whole bidding process, then FIFA will determine its right to host at the FIFA General Assembly at the end of 2024.

Photo: Li Ming

soccer

On November 1st, in the final round of the second stage (Group B) of the Asian Women’s Football Qualifier for the Paris Olympic Games, China drew 1-1 with South Korea, and failed to advance to the Paris Olympic Games.

On November 1st, China coach Shui Qingxia (former) led the players to greet the audience after the game. Xinhua News Agency reporter Jiang Kehong photo

On November 1st, China team player Wang Shanshan (right) struggled in the competition. Xinhua News Agency reporter Wei Peiquan photo

On November 1st, China team player Zhang Linyan (second from left) broke through with the ball in the game. Xinhua News Agency reporter Jiang Kehong photo

On November 1st, China team player Yang Lina cried after the game. Xinhua News Agency reporter Wei Peiquan photo

Source: Xinhua News Agency