The country has ushered in the first batch of car owners’ delivery ceremonies, and the listing of Xingtu Eta Ursae Majoris is "arrogant"

Recently, through a reporter’s visit to 4S stores, it was found that the Eta Ursae Majoris Star Road, known as the "Three Good SUVs of Chery Group and the first model of Star Road Phase 2.0", has been on the rise for two weeks since its listing, and the popularity of many stores across the country has soared, with the phenomena of "test drive fever" and "delivery fever" appearing one after another.     

According to previous official information, Starway Eta Ursae Majoris started blind booking on December 27th and pre-sale on January 30th last year, and immediately received a warm market response, with 12,900 blind bookings and 5,118 large orders respectively. After the listing on February 21st, the new car basically continued the hot market situation. According to the sales staff, during this period, a large number of interested users entered the store for test drive every day, and the clues of potential customers doubled 10 times. At present, the number of test drive appointments in China has exceeded 10,000.
           

In the face of the surge in terminal demand, the delivery time of new cars has become the most concerned issue for many intended users. The reporter also contacted the insiders of Starway at the first time. Fan Xing, deputy general manager of the marketing center, revealed, "Qingdao Super Smart Factory, which produces Starway Eta Ursae Majoris, has adjusted its production plan at the first time, and its production capacity is rapidly climbing. As of March 7, it has delivered a total of 1,800 new cars. At present, the first batch of car delivery ceremonies have been carried out in Nanjing, Chengdu, Beijing, Hefei, Changsha, Xi’ an, Kunming and other cities across the country in an orderly manner, and the follow-up will fully usher in the delivery fever. "
           

In addition, with the gradual increase in the number of deliveries, the reputation of users of Starway Eta Ursae Majoris has gradually improved. On the one hand, during our visit, many interested users made decisions on the spot, and they all gave positive comments on Starway Eta Ursae Majoris, such as "Starway Eta Ursae Majoris is comparable to 400,000 joint venture luxury models in terms of design, performance and safety", "The price is real, but the configuration is comparable to that of C-class cars, with 10,086 likes", and so on.
           

On the other hand, according to Fan Xing, "among the first owners of Xingtu Eta Ursae Majoris, there have also been new changes in user portraits. First, the proportion of young users and female users has increased after the 1990 s; Second, the occupation is greatly tilted towards teachers, civil servants, corporate executives and other high-level people. " At the earlier listing meeting, Huang Zhaogen, general manager of Xingtu Marketing Center, said in an exclusive interview with reporters that more than half of the blind and large orders came from the joint venture brand "defection", and BBA accounted for 15%. It can be seen that the product value of Xingtu Eta Ursae Majoris, which is comparable to 400,000, has been trusted and recognized by users, which further reflects the luxury brand premium ability of Xingtu joint venture.
           

The industry analysts described two main reasons for the popularity of Star Road in Eta Ursae Majoris as very appropriate. First, they focused on users’ thoughts, provided unique user value twice as much as the retail price, and the retail price of 15.28–202,800 yuan was 20,000 lower than the blind subscription price. In addition, there was a lifetime warranty service for the first car owner with a few independent brands, which can be described as a pet for users.
           

Second, if the tram has surpassed the fuel truck and opened up the second track, then the Star Road Eta Ursae Majoris is the third avenue for new cars. Looking at the current automobile market, Xingtu Eta Ursae Majoris can be said to be the most mature product in the oil-electricity transition period. Qualcomm Snapdragon 8155 chip+Lion Zhiyun 5.0, matching the L2.99 automatic assisted driving brought by Horizon TDA4 scheme, these are the excitement of tram fans. The CDC electromagnetic suspension system carried by the flying fish extrasensory chassis is also the only one in the 400,000 class. It can be said that Xingtu Eta Ursae Majoris has a revolutionary driving experience of trams and the reliability and solidity of oil trucks. From the inside out, it fully conforms to the trend of the times, which is the third avenue of new cars.
           

According to the comprehensive market feedback, it can be predicted that with the delivery of new cars, Xingtu Eta Ursae Majoris will be expected to become one of the largest potential stocks in the SUV market segment of 150,000-200,000 yuan. Let’s wait and see. 

Poor export channels, fruit price collapse, Democratic Progressive Party hurting Taiwan Province fruit farmers

Farmers in Taiwan Province angrily smashed pineapples in protest, and the pulp was scattered at the gate of the Executive Yuan. (data picture)

Farmers in Taiwan Province angrily smashed pineapples in protest, and the pulp was scattered at the gate of the Executive Yuan. (data picture)

  More than 200 farmers in Taiwan Province recently went to the "Executive Yuan" of Taiwan authorities to protest their grievances and smashed pineapples in front of the gate. This summer, the wholesale price of pineapple on the island dropped to one in 10 yuan (NTD, the same below), while two or three years ago, the same pineapple was exported to the mainland and sold to 100 yuan. When some farmers protested, they shouted abuse on the spot, that is, "Taiwan independence" harmed Taiwan Province fruit farmers.

  Fruit harvest is "disastrous"

  Taiwan Province fruit prices plummeted this summer. First, the banana collapsed, and the purchase price of the south-central producing area fell to 5 yuan per kilogram, and the poor varieties were only 1 yuan per kilogram. Then the pineapple was in a hurry. The pineapple with good wholesale price and quality in Gukeng Township, Yunlin County was only 10 yuan per kilogram, which was not enough, and the inferior products with poor sales were still neglected in 2 yuan per kilogram.

  The latest disaster is pitaya. In previous years, the top pitaya was 1 kg in 200 yuan, but this year, only 20 yuan is left, and wholesalers only accept large ones, not small ones. Chen Haiyong, a fruit farmer in Yujing District, Tainan, said that Lin Congxian, the chairman of Taiwan’s "Agricultural Committee", publicly said that pitaya would be the next fruit whose price plummeted, and "officials said such things and caused market panic", which was the biggest responsibility.

  Taiwan Province is famous for its fruits. Why has this year’s harvest turned into a disaster? Because of the small market in Taiwan Province, when the fruit output suddenly increases, it has to be absorbed by export. However, the Japanese market, which favored Taiwan Province fruits in the early years, has now turned to Philippine fruits with lower prices. Since Democratic Progressive Party took office, he has pursued the policy of "far from the mainland" everywhere, pushing this big market which is most suitable for Taiwan Province fruits further and further.

  Fruit farmers on the island denounced Taiwan’s "Executive Yuan" when they protested, just because "Premier" Lai Qingde said, "I am pragmatic ‘ Taiwan independence workers ’ " , let cross-strait relations fall into a freezing point, affect the sales orders, and cause chaos in Taiwan Province’s supply and demand market. "After March this year, the export orders were gone, and everything ‘ Finished ’ " .

  A few years ago, there was a bumper harvest of fruits in Taiwan Province, but the result was quite different, only because the mainland started emergency procurement at the first time. In 2011, when Ma Ying-jeou was in power, there was a bumper harvest of bananas in Taiwan Province, but before the plight of farmers came, the Taiwan Affairs Office of the State Council had already grasped the situation, and the head of ARATS personally flew to Taiwan Province to discuss procurement matters. During a recent visit to fruit farmers, Ma Ying-jeou said that better cross-strait relations can help Taiwan Province farmers sell their fruits to the mainland, but unfortunately such sales channels are almost gone … …

  Blame farmers for not being smart.

  Democratic Progressive Party authorities should have taken responsibility for blocking the sale of fruits and helped fruit farmers out of their predicament. However, the so-called "solutions" put forward by the Taiwan authorities are either superficial or purely show-making, which is basically useless. What’s more, officials of the authorities have even criticized farmers for being "not smart".

  In the face of peasant protests, Lin Congxian, the chairman of Taiwan’s "Agriculture Committee", took out "three arrows" and said that it was necessary to strengthen export, processing and direct promotion. Taiwan’s "United Daily News" commentary pointed out that these three tricks are "basic common sense" that can be applied to the production and marketing of all agricultural products. How can they save the emergency? The exporters of agricultural products on the island bluntly said that direct selling and processing were originally done by everyone, so why did the Taiwan authorities come? It is ok to export. The Korean market likes pineapples very much, but the tariff is as high as 30%. What has the Taiwan authorities done in the face of the export dilemma?

  What is even more speechless is that Lin Congxian actually accused the peasants in turn, saying that "it is smart agriculture now, and it is necessary to be smart to avoid natural disasters." According to this divine logic, the decline in fruit prices is caused by farmers being too stupid to plant too many kinds. As for the evil cause of the Taiwan authorities blocking sales, it doesn’t matter.

  Earlier, the "Agriculture Committee" also questioned that the collapse of fruit prices was "fake news" made by the media. Lai Qingde’s coup to promote bananas is to "boil bananas with skins and dip them in soy sauce", while Democratic Progressive Party’s "legislators" perform eating bananas with skins &hellip on the spot; … Taiwan Province’s "China Times" commented that poor farmers in Taiwan Province not only need to be on guard against heavy rain, but also have to carry heavy loads in the "dry talk" of the authorities and ask for more happiness.

  Mainland procurement sees the truth

  The official communication mechanism between the two sides of the Taiwan Straits stopped, and the emergency procurement mechanism of the mainland could not be started. However, in the face of Taiwan Province farmers’ requests for help, the mainland still tried its best to lend a helping hand.

  According to Taiwan Province media reports, Huang Jianting, the county magistrate of Taitung, looked for a sales channel in the mainland in early June, and Wuxi and Xiamen promised to purchase pineapples. The first batch of 16.8 tons was shipped in containers on June 30 and sold to Wuxi. Huang Jianting said that this is the first batch of pineapples sold to the mainland in Taitung this year, and Fujian also promised to buy 500 tons of pineapples in Taitung. Xu Ruigui, director of agriculture, revealed that Wuxi entrusted Taiwan Province traders to "purchase" farmers with 25 yuan per kilogram, setting the highest export price of pineapples on the island in June this year.

  Meanwhile, the "2018 Summer Taiwan Province Fruit Festival" opened in Beijing on June 30th. The event was sponsored by the Taiwan Province Affairs Office of the All-China Federation of Supply and Marketing Cooperatives, the Miaoli County Government of Taiwan and the Beijing Federation of Supply and Marketing Cooperatives, with pineapple and mango produced in Taiwan Province appearing in succession. Lin Zijun, the person in charge of Taiwan Province Guorantian Marketing Integration Company, said that the fruit exhibition is of substantial help to alleviate the unsalable situation of fruits in Taiwan Province.

  China Times commented that Taiwan Province’s market is too small to rely on the mainland. To solve the fruit problem in Taiwan Province, we should abandon political prejudice, actively communicate with the other side and help agricultural products to be sold to the mainland. Will the Democratic Progressive Party authorities listen to such a big truth?

  Our reporter Wang Ping

Work Arrangement of the National Computer Application Level Examination in Shaanxi Province in 2024

one

Examination time

The first half:30 March-1 April;

In the second half:November 9-November 11.

two

Applicants

Candidates are not limited by age, occupation, education, etc., and can choose corresponding subjects to take the exam according to their actual needs of learning and using computers.

three

Registration arrangement

(1) Registration time

The first half:From 9: 00 on March 1 to 18: 00 on March 5.;

In the second half:From 9: 00 on October 11th to 18: 00 on October 15th..

(2) Registration and payment methods

Personal online registration is implemented in our province. Candidates are required to log on to NIT registration website (http://nit.neea.edu.cn) within the specified time to complete online registration, subject selection and online payment. The recommended browsers for the registration website are IE10.0 or above, Firefox40.0 or above, and Safari stable version (this website does not support mobile electronic devices such as mobile phones or ipad for the time being).

NIT registration website

( http://nit.neea.edu.cn)

Candidates should pay the fee when submitting their registration. If the payment process is not completed at the time of registration, you can log on to the NIT registration website and enter the "User Center-My Registration" to continue to complete the payment. The payment period is within 24 hours after submitting the registration information. If the payment is not made after the time limit, the order will be cancelled automatically.

(3) Printing time of admission ticket

After completing registration and payment, candidates can log on to NIT registration website (http://nit.neea.edu.cn) and enter "User Center-My Registration" to download and print the admission ticket. The printing time of the admission ticket for candidates is:From 9: 00 on March 19 (first half of the year)From 9: 00 on October 29 (the second half of the year).

(4) Matters needing attention in registration

1. The same candidate in the same exam can only register at a test center of a provincial contractor, and it is not allowed to apply for the same subject repeatedly.

2. Candidates must accurately fill in and carefully check the application information to ensure that the information such as name, ID number, candidate’s photo (a recent bareheaded photo) and application level are accurate and cannot be modified after payment. Candidates will not be refunded for false positives, omissions or inability to take the exam on the same day due to personal reasons.

3. During the registration period, the test center must check whether the candidates’ photos are qualified through the examination registration management platform. Candidates who have not provided photos or whose information is inconsistent with the registration information are not allowed to take the examination.

four

charging standards

The charging standard shall be implemented according to the document No.41 [2009] of Shaanxi Price Bank, with all levels of 60 yuan/division.

five

Examination system and subjects

six

Other jobs

(a) since the exam in March 2024, the basic application of fiscal and taxation knowledge (subject code C011) and the primary accounting computerization (subject code C021) have been suspended.

(2) Since the examination in November 2024, the subject of WPS version of computer application foundation (subject code A013) has been added, and the examination software is Windows 7 and WPS Office.

Shaanxi province education examinations institute

February 1, 2024

Source:Shaanxi exam enrollment Editor: Yang Xue

Reporting/feedback

10 good habits to make women more and more beautiful

Women have been given many missions in this life: girl, woman, wife, mother, daughter-in-law and mother-in-law. ……

Therefore, some people have been worn away by the years, and their youth has been worn away;

Some people are more calm and elegant, calm and confident because of the baptism of youth, and live their own sense of advanced.

But also because of such a rich life, a woman’s life has been baptized, calm and elegant, calm and confident, and live a senior life.

I think the best identity of a woman is not a wife, a mother, or any name defined by others.

But in the long river of time, through the precipitation of time, through change and growth, through the world and human feelings, and become an excellent self.

Life is not long, women’s life should be valued more, and women must develop these 10 habits if they want to live more meaningfully for the rest of their lives.

  • Control the time and don’t be late at will.

I read such a joke on the Internet:

"There are too many differences in the concept of time between men and women. Three minutes in a woman’s mouth may make you wait for an hour, while an hour in a man’s mouth may only be three minutes."

Although exaggerated, it reflects the reality.

In life, many women regard being late as a privilege and take others’ waiting as a matter of course.

Everyone’s time is limited, and no matter who he is, he has no right to squander others’ time.

Mr. Lu Xun once said:

"Life is based on time, and wasting other people’s time is equal to murder for money; Wasting your time is equal to chronic suicide. "

Punctuality is the most basic courtesy and respect in social interaction, and it is also a necessary quality and education for a person.

Punctuality is not necessarily excellent, but excellent people must be punctual.

Don’t waste time, don’t be late at will, and don’t reduce others’ goodwill for just a few minutes.

Setting your watch forward for 5 minutes and planning ahead is the moral attitude that an excellent woman should have.

  • Improve the quality of life

In this materialistic era, women’s desire for consumption is gradually increasing.

Necessary, non-essential, luxury ….. Many women choose shopping, regardless of price, only about preferences.

It seems to be hoarding things, but it is actually indulging in material desires.

Such behavior not only increases the economic burden, but also reduces the quality of life.

Wang Xiaobo said:

"It is not enough for a person to have this life, he should also have a poetic world.

People should learn to live, not just to survive. "

Indeed, some women in life make do with life and make do with life.

Many women think that the quality of life is closely related to material, but in fact, the amount of material does not determine a person’s quality of life.

And what we have to do is to make life full of texture, not a sense of cheapness.

Quit unnecessary desires, reduce unnecessary expenses, and don’t spend for vanity.

Life is your own and has nothing to do with others.

When we stop spending recklessly, life will be different.

  • Walk more than 6000 steps a day.

Leonardo da Vinci said: "Sport is the source of all life."

Modern women’s work is busy and stressful, so sports have become a luxury in life.

A study once showed that compared with women who exercise regularly, the incidence of breast cancer in sedentary women is as high as 37%.

In fact, it is not difficult to keep moving.

According to the recommendations of Dietary Guidelines for China Residents, adults can have a healthy body as long as they get 6,000 steps of exercise every day.

Walking a few more steps every day and running a few more laps every week can not only keep healthy, but also improve the whole person’s posture.

Maintaining a certain exercise frequency is the best investment for the body and the most powerful helper to delay the aging of women.

As Mayakovsky said:

"There are no more beautiful clothes with strong muscles and fresh skin in the world."

Women who exercise and women who don’t exercise lead two lives.

Don’t let life be ruined by health. Choosing a favorite sport and sticking to it is the best investment in life.

  • Learn to make up and wear

Someone in Zhihu asked: "How do girls make themselves step by step to be exquisite?"

A high praise replied simply: "Learn to make up, learn to wear it."

External image is a person’s mental outlook; Dress and appearance is a reflection of a person’s life.

No one wants to know an excellent inner through a sloppy appearance.

Proper dressing and makeup are the pursuit and love of life.

Learn some matching skills and wear your own "sense of atmosphere";

Put on a light makeup before going out, improve your complexion, and you will be radiant when you do things.

Excellent woman, treat life, not will; Treat yourself, not casually.

Maintaining a good image not only respects others, but also pleases yourself.

  • After lunch, take a nap for 20 minutes.

Modern people have a fast pace of life. They are busy every day and have no leisure time.

Especially for women, working hard during the day and working hard at home at night will not only make it difficult to maintain the basic 8-hour standard sleep, but also cause physical diseases.

Endocrine dysfunction, gastrointestinal dysfunction, flabby skin, sallow complexion ….. these are the malignant results of lack of sleep.

"It’s better to slow down than to rush."

Let yourself have a 20-minute lunch break after lunch to relieve stress and relax precipitation.

For women, lunch break is a magic weapon to improve skin and glow.

It is like a needle beauty agent for women, which relaxes the tight strings and relaxes the tired hearts.

After lunch, stop and have a rest.

Only by taking a short rest can we face work and life more calmly.

  • Drink at least 1500ML of water every day.

As we all know, 70% of the human body is made up of water, and water is very important to the health of the body.

Batman, an American doctor of medicine, has been studying the therapeutic effect of water all his life. After years of research, he found that:

Many chronic diseases are rooted in the lack of water in the body.

Insufficient water, body toxins can not be excreted, but can only accumulate in the body, thus causing many diseases.

Water shortage is the root of all diseases, and drinking water is the ancestor of all medicines.

90% of the problems in the body can be solved by drinking water.

Drinking water regularly is not only beneficial to health and metabolism, but also helps women moisturize their skin and keep fit.

According to the dietary guidelines of China Nutrition Society:

"For an adult male, it is recommended to drink at least 1700ml of water every day, while for women it is 1500ml."

From now on, develop the good habit of drinking water regularly and make yourself a "moist" beautiful woman.

  • Learn to control your emotions when you are in trouble

There is a saying that men are more rational and women are more emotional.

No matter what age, women seem to be naturally more prone to mood swings.

They seem to care about everything, as if everything can trigger strong feelings.

Psychologists have studied the personality of men and women and found that women have lower emotional stability.

In fact, in this life, it is inevitable to have emotions.

Some people are used to self-control, while others use emotions to express their dissatisfaction.

However, many times, being angry can’t solve the problem.

It is not beneficial, it will not only affect each other’s relationship, but also cause great loss to physical and mental health.

Robert White once said:

"At any time, people should not be slaves to emotions and should not make all actions subject to their own emotions."

Control your emotions, don’t get angry at will, make yourself full of sensibility, and be more rational at the same time.

Don’t care about trifles, don’t worry about foreign things, look down on gains and losses, and be calm.

A woman who is not controlled by negative emotions can freely control her life.

  • Properly slow down the pace of life

We often say:

"If you don’t push yourself, you never know how good you will be."

But there are always endless difficulties in life, countless difficulties.

Why push yourself too hard, too tight.

Women should live more like a rainbow than a black-and-white silent film.

Cicero once said:

"Leisure is not the enrichment of the mind, but the rest of the mind."

Occasionally relax, not indulge yourself, but to be better ready to go.

Give yourself a moment, do nothing, think nothing, maybe something will be suddenly enlightened.

There are flowers in spring, moons in autumn, cool breeze in summer and snow in winter.

The seasons rotate constantly, but the surprises are never absent.

Sometimes, you can do something meaningless, recharge your spirit and try to embrace another possibility.

Only by relaxing occasionally can you see a different life.

  • Persist in learning and improve yourself.

A woman’s best investment in this life is not marriage, not children, but herself.

Smart women should not only make money and save money, but also learn to "invest" to make themselves more and more valuable.

Learn new skills, and at the same time, prepare a back road for yourself;

Learn financial management skills, rationally plan income and expenditure, and take precautions against risks in advance.

Actor Cecilia Han once said in an interview:

"Women should study for life to cope with the burning of life. Let yourself add value to pursue your dreams. "

It is better to please yourself than to please others; It is better to invest in yourself than to rely on others.

Only by internal self-drive can we March forward without fear of time and waves.

Women don’t have to be vines attached to people, but independent pines and cypresses, so that they can live with confidence, backbone and dignity.

  • Have a physical examination at least once a year

In recent years, the number of people who died of sudden diseases has been increasing.

Many people do not pay attention to their health, nor do they cultivate the habit of regular physical examination, so that when the disease comes, they feel annoyed and regret.

Especially for contemporary women, most people’s concept of health is still in the "primary stage", while the number of female diseases such as breast cancer and cervical cancer is increasing day by day.

Eating irregularly, working overtime and staying up late, and even paying attention to physical warnings.

The World Health Organization once said:

"One third of cancer can be prevented, one third of cancer can be cured, and one third of cancer can be treated to prolong life."

The premise of all this must be regular physical examination.

Scientific research has shown that the survival rate of esophageal cancer found early is as high as 95%; Early detection of cervical cancer has a survival rate of 90%.

From now on, make a detailed physical examination plan for yourself, once a year for gynecological examination and once every three years for comprehensive physical examination.

Only by nipping the disease in the bud can we have more time to live the life we want.

Youth is fleeting, but looks are old.

No one can stop the passage of time, but there are always people who are not afraid of the storm of time.

As coco chanel said:

"The 20-year-old face is born, the 30-year-old face is made by life, and the 40-year-old face is our own responsibility."

Age has never been a yardstick to measure a woman. The external state, the charm of speech, the attitude towards life and the inner abundance are the greatest charm of a woman.

Details determine success or failure; Habit determines life.

May every woman keep these 10 little habits, and in the years that have passed, she will be neither supercilious nor pushy, and live high will look the most beautiful.

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

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