分类归档 hanzhen

Source: People’s Daily Online-People’s Daily Overseas Edition

The audience enjoyed the "Zhonghe Shaole" musical instrument in Qing Dynasty. Du Jianpo

Qing gan long Jin tai enamel figure holding pot Du Jianpo

Qing gan long Ji Qing Jin Cai hai Yan he Qing Zun Photo courtesy of Guobo

Qing Qianlong’s "seventy-two poems on the imperial month" is colored ink (September and October). Du Jianpo

From ancient stone tools, bone implements, jade articles and pottery to colorful export porcelain and finely carved lacquerware, from the silk painting "Fuxi Nu Wa Tu" drawn by the Tang Dynasty to the Tao Te Ching written by the calligrapher in fine small letters in the Yuan Dynasty … into the China National Museum "Harmony and Symbiosis-the Forbidden City-Guobo Tibetan Cultural Relics Joint Exhibition", rich cultural relics show the long history of Chinese civilization.

This exhibition is the first heavy special exhibition jointly launched by the Palace Museum and the National Museum of China. More than 400 cultural relics are selected from the rich collections of the Palace Museum and Guobo for display. The exhibition is divided into four units, which expounds the historical origin and rich connotation of China’s "harmony" culture from four aspects: the universe, the world, society and morality. The first unit, "Harmony between Heaven and Earth", explains the cosmology of the unity of heaven and man advocated by the Chinese nation since ancient times; The second unit, "Harmony among All Nations", explains the world view of harmony among all nations upheld by the Chinese nation when dealing with foreign relations; The third unit, "Yi Min An He", explains Chinese civilization’s respect and tolerance for the cultural diversity of all social strata and ethnic groups. The fourth unit, "Happiness lies in harmony with people", explains the moral concept of "people’s hearts are kind" of the Chinese nation.

Wisdom of the Unity of Heaven and Man

Stepping into the exhibition hall, the jade ritual vessels of Hongshan culture Yulong, Liangzhu culture Jade Cong and Qijia culture Jade Bi attracted the audience to stop and enjoy. Chinese ancestors collected natural jade and carefully crafted it into a ritual vessel to communicate with heaven and earth and offer sacrifices to ancestors. Today, thousands of years later, when we see these jade articles, we will still be amazed by the superb carving skills and rich imagination of our ancestors.

From chiseling stone, grinding bone and reeling silk to making pottery, smelting copper and painting lacquer, the ancients had a deeper and more comprehensive understanding of the development and utilization of natural materials and the laws of nature, and the emotional resonance and aesthetic concepts caused by natural phenomena were gradually integrated into labor practice and material creation, thus forming a unique ritual and music civilization and social system of the Chinese nation.

In ancient times, the ancestors in the middle and lower reaches of the Yellow River summed up the laws of natural changes according to the climate and four seasons alternately, so as to guide daily life and realize the progress of productive forces. Monthly order, that is, taking the four seasons as the general outline and December as the details, records the astronomical calendar and natural phenology in time, and arranges the decrees of production and life accordingly. In the exhibition hall, Qingganlong’s "Poems of seventy-two waiting for the moon" is the embodiment of the cultural tradition of "obeying the weather and responding to the times". This ink set consists of two boxes, with 6 drawers in each box and 6 spindles in each drawer, totaling 72 spindles. One spindle of ink corresponds to a phenology, with different sizes and shapes, including round, oval, square, hexagonal, leaf, tablet, harp and bell. Ink colors are divided into green, red, white, blue and yellow, which correspond to the traditional five elements in China: spring (first month and February) is wood, which corresponds to green; Summer (April and May) is fire, corresponding to red; Autumn (July and August) is gold, corresponding to white; Winter (October and November) is water, corresponding to blue; The turn of the two seasons (March, June, September and December) is earth, which means activation and hair growth, corresponding to yellow.

Next to the moon-colored ink, there is a set of poems cups with colorful December flowers in Qing Kangxi. This set of multicolored cups consists of 12 pieces. The bright white glaze is decorated with blue and white multicolored flowers. On the one hand, the representative flowers of each month are painted, and on the other hand, the poems corresponding to the flowers are inscribed. Most of the poems are taken from The Whole Tang Poetry. This set of porcelain cups belongs to the imperial wine glasses, with thin and light tires, beautiful patterns and neat styles, which represents the highest level of making blue and white multicolored thin-shell porcelain in Jingdezhen Imperial Kiln Factory in Kangxi Dynasty.

On the one hand, there are bronze bells, chimes and cymbals in the Spring and Autumn Period and the Warring States Period, and on the other hand, there is the glittering "Zhonghe Shaole" musical instrument in the Qing Dynasty. The two sets of exhibits reflect the inheritance and development of Chinese ritual and music culture for thousands of years. Elegant music is the orthodox music used in ancient China to worship heaven and earth, ancestors, and banquets. Its system was formulated in the early years of the Western Zhou Dynasty. The main musical instruments of ancient elegant music are chimes and chimes. The music begins with a bronze bell and ends with a jade chime, which is a combination of many voices and symbolizes "golden sound and jade vibration". "Zhonghe Shaole" has the highest specification in the music system of Ming and Qing Dynasties, and is mainly used for altar and temple sacrifices and national ceremonies above Zhongsi. The bronze-gilded chime with double dragons and dragons’ buttons and dragons’ patterns made during the reign of Emperor Qianlong of Qing Dynasty was hung on the shelf carved with dragons and painted with gold in two layers, showing its dignity and elegance. Matching with it, the jadeite-painted plait with Un-yong Kim pattern is made of precious jade from Hetian, Xinjiang, and both sides of the chime are decorated with Un-yong Kim pattern. The golden yellow of the gold-painted pattern and the emerald green of the jade are brilliant.

Openness and tolerance

In the independent showcase, a small seal on one side evokes people’s reverie of desert wind and smoke and camel bells. This lute was unearthed from Zhang Qian’s tomb in Chenggu County, Shaanxi Province, and the front is engraved with the words "Bowang-Zao" in Yang. During the period of Emperor Wu of the Han Dynasty, Zhang Qian was ordered to make two missions to the Western Regions, which opened up the world-famous Silk Road and was named Bo Wanghou.

The brocade of the Tang Dynasty with decorative group patterns, knight patterns and pig head patterns tells the story of increasing prosperity after the Silk Road was opened for thousands of years. The exotic patterns are integrated with the traditional auspicious patterns in the Central Plains, presenting an open, inclusive and colorful prosperous scene.

Painted porcelain from Changsha kiln in the Tang Dynasty, celadon from Longquan kiln in the Yuan Dynasty, blue-and-white porcelain from Jingdezhen kiln in the Ming Dynasty, and wide-colored porcelain in the Qing Dynasty … Famous export porcelain products of past dynasties witnessed the prosperity of the Maritime Silk Road. A green glazed phoenix tail statue of Longquan kiln with elegant shape and exquisite decoration attracted the reporter’s attention. This statue has a long neck, rich shoulders, and gradually converges below the abdomen, slightly skimming near the foot and circling the foot. Thick blue glaze is applied inside and outside the porcelain, and the glaze is open. The neck is carved with dense chords, the upper abdomen is carved with branches-bound peony, and the lower abdomen is carved with chrysanthemum petals. According to reports, in a Yuan Dynasty shipwreck full of ceramics in Xin ‘an sea area, South Korea, a phoenix-tailed statue with green glaze and peony pattern in Longquan kiln was found, which proved that Longquan kiln celadon played an important role in the cultural exchange and trade of the Maritime Silk Road in Yuan Dynasty.

Corresponding to these export porcelains, overseas countries learn from China’s porcelain-making technology to produce porcelains. For example, Koryo celadon in the 12th century, Jingdezhen multicolored porcelain imitated by Maisen kiln in Europe in the 18th century, and Dehua kiln white porcelain imitated by Japan in the 19th century. These foreign porcelain products have flowed into China and entered the palace, which has become a much-told story for the exchange and mutual learning between Chinese and foreign civilizations.

Passing through a porch that imitates the panorama of the Forbidden City, a series of exhibits come into view, which reflect the achievements of innovation and development after the introduction of western culture into China. The figurines of the Qing-Gan-Long Golden Fetus Enamel are combined with many techniques such as inlay, engraving, silk-twisting enamel and painting enamel, which are exquisite and amazing. This pot is made of gold, and its shape is gourd-shaped. The whole body is painted with blue enamel, decorated with twisted silk and lotus patterns, and inlaid with pearls and corals in many places. Painted enamels with different sizes and shapes are symmetrically arranged on the lid, neck, lower abdomen and large abdomen, and figures, flowers and courtyard landscapes are painted inside the enamel. Under it, it is equipped with a lotus-carved gold-plated copper seat. Cloisoned enamel and painted enamel are all imported from the west. During Qianlong period, there were few figures decorated in enamel products, so this device can be called a masterpiece. The ladies and courtyard figures painted in the opening of the vessel are traditional paintings in China, but they are expressed by European techniques, which reflects the artistic style of combining Chinese and Western styles.

The morality of harmony and goodness

The third unit of the exhibition presents a picture of the harmonious coexistence of scholars, agriculture, industry and commerce in ancient China. "Han Bao Sai Wu Huan leads many leaders" camel button bronze seal is the official seal awarded by the Eastern Han Dynasty court to the leaders of Wu Huan nationality. Wuhuan is a branch of Donghu people in ancient China. The title of "leading the crowd" is related to his deeds such as leading the crowd to join, guarding the frontier fortress, helping the war and counterinsurgency. Cultural relics with national characteristics, such as the bronze musical instruments of southwest nationalities in Han Dynasty, the jade carvings of "Spring Water" and "Autumn Mountain" in Jin Dynasty, and the "Gong Gong Tu" in Ming and Qing Dynasties, reflect the colorful national culture.

The Southern Tour of Qianlong is a huge historical picture of Qing Dynasty painter Xu Yang’s first southern tour of Jiangsu and Zhejiang in 1751 with "imperial poetry as the picture". The whole picture consists of 12 volumes, which combines poetry, calligraphy and painting, and realistically depicts the scene of Qianlong’s early trip to the south of the Yangtze River, the province asking for customs, inspecting officials and the people, inspecting river workers, reviewing divisions and brigades, offering sacrifices to Yuling and visiting scenic spots in lakes and mountains, which truly reflects the splendid rivers and mountains and social features. In this exhibition, the sixth volume of the Southern Tour of Qianlong was exhibited. This volume is entitled "Zhu Gu Su", which focuses on the landscape from Changmen to Xumen in Suzhou. The whole painting takes the Grand Canal as the main axis, with houses and shops along the banks of the river, which is full of prosperity and prosperity.

The foundation of a harmonious society is the values of "people are kind" and "harmony is the most important". Ming Xianzong Zhu Jianshen painted the axis of "A Harmony Map", depicting three old people huddled together, with the old man on the left wearing a Taoist crown, the old man in the middle dressed as a monk, and a Confucian scholar wearing a square towel on the right. The composition of the whole work is ingenious, and it looks like a smiling Maitreya sitting cross-legged, beaming and harmonious, showing the thought of the unity and harmonious blending of Confucianism, Buddhism and Taoism.

At the end of the exhibition, a piece of green and golden colors, Haiyan River, attracted people’s attention. The outer wall of this device is painted with blue enamel, with gold-painted branches-bound peony, banana leaf pattern, ruyi cloud pattern, etc., and near the foot is decorated with pastel lotus pattern and lotus bead pattern, and a pair of white swallows with wings spread and tails cut are carved between the shoulders and necks as ears. This porcelain statue was fired by Jingdezhen Imperial Kiln in the Qing Dynasty for Haiyan Hall in Yuanmingyuan. It needs to be put into the kiln and painted many times, and its technology is superb, which is a combination of carving, pasting and embossing. The blue color of this statue symbolizes "Heqing", and Yan is homophonic with "Yan", which means that Haiyan River is clear and the world is peaceful.

If you want to enhance your charm and get rid of rusticity quickly by collocation, our collocation should not be too casual. A woman with real temperament will not follow suit at will. When you want to find a collocation that can keep warm and fashionable in winter, maybe you can look at the following fashionable collocation and understand these three points of fashion, and you can easily become fashionable with foreign flavor.

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First, master 3-point fashion, but not foreign style.

(1) let you have long legs by being short at the top and long at the bottom.

The biggest figure problem of short or short-legged girls is that the proportion is not good enough. At this time, we don’t have to worry. We can improve our personal proportion easily by mastering the classic collocation skills of short and long.

The collocation of jacket and high-waisted trousers is mainly to make the position of our waist be pulled up, which can highlight your waist and visually extend the leg length.

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② Personality overlapping highlights taste.

Girls with average collocation skills rarely try to mix and match at will in their daily lives, but if you really want to wear a sense of high class, overlapping is definitely indispensable.

Especially in winter, it is recommended.You can boldly use all kinds of coats to fold and wear.Through various loose coats, bottoming shirts, sweaters, etc., the style is changed, thus easily embodying the sense of fashion.

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③ Boldly express charm with color.

In daily collocation, black, white and gray are the most common, classic and versatile, but for some girls who pursue individuality,Single color matching is always boring. At this time, it is really easy to express your personality through beautiful popular color matching.

For example, in winter, in addition to the basic black, white, gray and earth tone, green, pink and purple clothes can also be used, but the saturation is not too high, otherwise there will be a risk of blackening.

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andColor not only affects skin color, but also affects our matching proportion. Different colors of upper and lower body clothes can form a more obvious style visually.

For example, dark bottoms with light-colored tops can also be divided into our proportions at the color division, so that the proportion of the figure can be adjusted. When you match, you should remember that the color division point should be raised as high as possible, so as to avoid appearing fifty-fifty.

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Second, these are fashionable and foreign, and they look good when copied.

In winter, all kinds of cotton-padded jacket are indispensable clothes in our wardrobe. How should a cotton-padded jacket with a short foundation be matched? First of all, girlsYou have to look at the inside. The inside style is simple and low-key, and it can be worn with a down jacket, so you can refuse to be bloated.Form a better bonus effect. For example, these simple sweaters with solid color down jackets have a strong sense of layering.

Simply matching wide-leg pants with the lower body can also block the body disadvantage, modify our existing body problems, and easily foster strengths and avoid weaknesses.

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When wearing a loose coat, if you are worried that you will look fat if you cover your waist, then you can also match a variety of high-waist pants to form a more obvious connection.

By matching high-waist trousers with a short coat to modify your figure, you can also open your coat, which obviously highlights your waist curve. This collocation will basically not appear bloated.

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The matching of the same color has always been very classic. When girls and friends don’t know how to match, it should be no problem to choose the same style for the color of tops and trousers..

Simple matching of the same color makes the whole shape look more harmonious and more closely connected, and it does not seem to be inconsistent.

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Same-color collocation does not mean that the colors must be exactly the same, we can use the collocation of near-color system.It can also be combined with colors with uniform color system and different brightness. With a sense of hierarchy, it will not be too complicated and particularly easy to control.

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Winter collocation only needs to master the above fashionable ideas and see how these fashionistas are matched, which will always enable you to gain more ideas in dressing and master more ways to become beautiful, and you can become a goddess inadvertently.

Source: People’s Daily Online-People’s Daily Overseas Edition

Traditional non-legacy relies on the short video "circle powder" for the younger generation; The Battle at Lake Changjin, The Awakeing Age and other main melody film and television works have aroused empathy among the whole people; Weekends in museums and grand theaters have become a lifestyle … In the past year, China’s cultural undertakings and cultural industries have flourished, and people’s sense of cultural acquisition and happiness has been continuously enhanced.

Culture makes the country prosperous and the nation strong. The Fifth Plenary Session of the 19th CPC Central Committee clearly put forward the long-term goal of building a cultural power by 2035. How to stimulate endogenous motivation with culture and condense the spiritual strength of forging ahead in a new journey? Our reporter interviewed a number of deputies.

Cultural undertakings flourish.

According to Yan Jingming, member of Chinese People’s Political Consultative Conference and vice chairman of the Chinese Writers Association, literary and artistic creation has flourished in recent years, and literature, movies, TV dramas and stage art have all made great achievements, which is gratifying. "China writers have provided a large number of excellent works to express real life, tell the story of China well and carry forward the main theme of the times; Excellent film and television dramas carry forward the spirit of the times and are full of feelings of home and country, which has aroused enthusiastic response among the broad masses of the people, especially young audiences, and fully embodies the power of culture. "

Cultural undertakings such as press and publication, radio, film and television, literature and art have flourished, further enriching the spiritual and cultural life of the people; Museums and city parks are open for free, and public cultural services are continuously upgraded, making it more convenient for people to enjoy cultural life.

According to the statistics of the Ministry of Culture and Tourism, by the end of 2020, there were 3,212 public libraries, 618 art galleries, 5,788 museums, 3,327 cultural centers, more than 40,000 cultural stations and 575,400 village-level comprehensive cultural service centers. All public libraries, cultural centers, cultural stations, art galleries and more than 90% museums are open free of charge, achieving "barrier-free, zero threshold".

Wu Weishan, member of Chinese People’s Political Consultative Conference and director of China Art Museum, has a deep understanding of the people’s high cultural enthusiasm. Since the normalization of epidemic prevention and control, the number of people making appointments for China Art Museum is 1,800 per day, and tickets are often booked out several days in advance, especially on weekends. "This reflects the public’s demand for beauty and culture." Wu Weishan said that the China Art Museum also responded to the public’s voice by holding online exhibitions and other ways. In his view, it is necessary to strengthen the aesthetic education of the whole people, enrich and cultivate the social and cultural atmosphere with the idea, spirit, behavior and creation of beauty, improve the aesthetic and humanistic quality of the whole people and enhance cultural self-confidence with aesthetic education and cultural people.

Cultural self-confidence is constantly increasing.

Only by establishing a high degree of cultural self-confidence, can a country and a nation forge the determination to persist, the courage to work hard and the vitality of innovation and creation, and let the spiritual building of the country and the nation stand tall. At this year’s two sessions, the deputies generally felt that with the continuous development of China’s cultural undertakings and cultural industries, people’s spiritual and cultural life has been continuously enriched and cultural self-confidence has been continuously enhanced.

"In the process of China opera going out, we won applause and recognition from the world audience, which greatly enhanced the cultural confidence of our opera people. We are increasingly aware that only national ones are the world’s. " Li Shujian, deputy to the National People’s Congress and vice chairman of the Chinese Dramatists Association, said. In recent years, he has led Henan Yu Theatre to perform in more than 30 countries and regions, including Broadway in the United States and Dolby Theatre in Hollywood. "Especially after the performance of Henan Opera" Cheng Ying Saving the Orphan "in the United States, local stars enthusiastically took photos with us, and many foreign audiences met me backstage and said that we told a good story." Li Shujian said. In order to facilitate the understanding of foreign audiences, "Saving the Orphan in Cheng Ying" has subtitles in seven languages.

It is not only a traditional opera, but also the original opera’s going out to sea has let the world see the new atmosphere of China culture.

Ke Jun, deputy to the National People’s Congress and general manager of Jiangsu Performing Arts Group, said that the original operas such as River of Transportation, Jian Zhen’s East Crossing and Rabe’s Diary used the concept of integration and innovation to tell the story of China in an international language, and promoted the exchange of civilizations and mutual learning. Among them, "Jian Zhen’s Journey to the East" and "Rabe’s Diary" toured in Los Angeles, new york, Berlin, Hamburg and Vienna respectively in 2019, and were appraised by Chinese and foreign media as "China’s original opera with high standard, high quality, deep connotation, phenomenal level and world level".

"These achievements have enabled us to see the new atmosphere of a cultural power and greatly enhanced our cultural self-confidence. The creative transformation and innovative development of Chinese excellent traditional culture is promising. " Ke Jun said.

Building a strong cultural country

This year is the second year of implementing the 14th Five-Year Plan. How to better promote the construction of a strong cultural country is also a topic of concern to the deputies.

The success of the opening ceremony of the Beijing Winter Olympics showed the world the strength of digital technology in China and the charm of China culture. With the help of new technologies such as 5G, ultra-high-definition video and free viewing angle, the audience has gained a better sense of immersion and presence, which are the cultural and scientific achievements of the deep integration of cultural industries and new technologies.

This year’s government work report puts forward, "promote the digitalization of public culture, promote the optimization of the layout of grassroots cultural facilities and resource sharing, and expand the supply of high-quality cultural products and services." In this regard, Ma Huateng, deputy to the National People’s Congress and chairman and CEO of Tencent’s board of directors, believes that the integration of cultural science and technology is the cross-cutting field of the two strategies of strengthening the country by culture and technology, and the special project of "cross-border application" of cultural scientific and technological achievements should be deployed to promote the value spillover for other industries, further enhance the independent innovation capability of science and technology, and at the same time deploy the special project of "deep application" of cultural scientific and technological achievements to promote the high-quality development of cultural industries.

Han Yongjin, deputy to the National People’s Congress and chairman of the National Library Council, believes that it is necessary to strengthen the theoretical research of cultural power, especially the research on the index system of cultural power; At the same time, we should pay attention to giving full play to the power of literature classics to make the words in them come alive. "Literature classics are engraved with the spirit of China and the soul of the nation, bearing the historical memory, ideological wisdom and knowledge system of the Chinese nation, and are the driving force and source for us to realize the great rejuvenation of the Chinese nation." Han Yongjin said that the most fundamental thing to make the words in the classics come alive is to guide everyone to read. This year, national reading has appeared in the government work report for the ninth time.

Embracing the future is also the aspiration of the representatives of the literary and art circles. Ji Wei, member of Chinese People’s Political Consultative Conference and vice chairman of the Chinese Quyi Artists Association, believes that the COVID-19 epidemic has changed the performance mode of traditional Quyi. "In the Internet age, traditional folk art cannot be absent. Every literary and art troupe must adapt to the new situation in which online and offline performance methods coexist and communication methods change, and give full play to the role of literary light cavalry. " Ji Wei said, "As long as the’ soul’ of traditional folk art is still there, it will certainly attract the attention of young people."

Winston Churchill once said, "Never waste a crisis", because there are endless possibilities hidden in the crisis.

With the full opening of epidemic control in the whole country, people’s lives have taken on a new look: they exposed themselves at the first time when they were yang, and exchanged virus strains with their patients. Those who were yang-free or worried everywhere, or suffered from "phantom yang syndrome". When the whole people are talking about the new meanings of Yang Guo, Yang Kang and Wang Zhongyang, and using "Baojuan" and Yang Di to create stalks, the trend of ion ironing in COVID-19 is wildly lifted, and "lying flat" has almost become the first priority in life.

In this process, we saw that pharmaceutical companies made a fortune, and the prices of masks and antigens soared. However, there is another point that can’t be ignored in the isolated economy. Skin care products and masks also ushered in short-term dividends, and the emotional value hidden behind the "face value economy" has been seen by more and more people …

2023 is destined to be a "turning point year". As far as the beauty industry is concerned, what kind of trend will it show?

01

Trend 1: The market scale is advanced to the first cosmetics market in the world.

China has already developed into the second largest cosmetics market in the world after the United States. According to "Blue Book of Cosmetics Industry: China Cosmetics Industry Research Report (2022)", the scale of cosmetics market in China is expected to reach 540 billion yuan in 2025. Thanks to the upgrading of consumption and the large base of cosmetics consumers in China, China will become the largest cosmetics market in the world by then. According to the research and forecast of Goldman Sachs, the scale of China’s cosmetics consumption market has ranked first in the world, and it is estimated that its scale will increase to 145 billion US dollars in 2025, twice that of 2019, with an average compound annual growth rate of 11%.

Previously, due to the repeated epidemic and the pressure on the global environment, the beauty industry was hit hard, but what we can still see is that the beauty consumption market in China has obviously picked up. Under this momentum, the beauty market in 2023 will usher in new development opportunities.

02

Trend 2: Beauty consumption has fully recovered from the demand side and the supply side.

Although the environment is difficult, the demand for beauty consumption has never been muted. In 2023, the overall beauty consumption will show a trend of "first restraining and then promoting". After the national liberalization signal started, the impact of the infection peak made the consumption scene seriously missing, and both online and offline were temporarily paralyzed and stopped. At the same time, the decrease of residents’ income also greatly suppressed people’s consumption confidence and desire. When the epidemic subsides, people’s consumption mentality will be restored for a period of time. It is estimated that by the second half of 2023, the overall economic vitality and beauty consumption will usher in a comprehensive recovery.

It is reported that the total retail sales of consumer goods in China will increase by 11% in 2023, reaching 50 trillion yuan. It can be said that consumption will become the main driving force for GDP growth in 2023, and creating new demand through supply-side structural reform has become the top priority. It is reported that the central government has put the restoration and expansion of consumption in a priority position, and through a series of positive and effective policy combination boxing, it will reverse social expectations and boost market confidence, and beauty consumption will also usher in market dividends.

03

Trend 3: Beauty products continue to "roll efficacy" and "roll research and development"

With the blessing of social media and personal network, it is more and more convenient for people to obtain product information, which also makes consumers more rational in their choices. Many "component parties" are even familiar with the basic formula and efficacy features of products. As a result, the brand pursues the concept of "products are king" and begins to increase its research and development, aiming to compete from the trend of safety, naturalness and efficacy.

As can be seen, the R&D expenditure of international giants is frequently up to 1 billion yuan, and in recent years, China has continuously increased its investment in R&D innovation, such as Estee Lauder, Shiseido, L ‘Oreal, Unilever and Kao. Meanwhile, the investment of local brands in R&D and the number of patents have also increased considerably, especially the R&D ideas from medicine to cosmetics have risen rapidly, such as the rapid development of Huaxi biology, and the technology related to dermatology in the big health track has attracted much attention. Maintaining the micro-ecological balance of skin has also become a new idea for soothing and repairing.

04

Trend 4: Domestic brands may gradually replace international brands.

The strong growth of China market makes international brands fight back crazily. According to the Jost Sullivan report, in 2021, the top five participants in China cosmetics market accounted for 21.9% of the market share, all of which were international cosmetics groups. At the same time, however, the drastic changes in the China market have also led to the departure of Revlon, while the momentum of domestic brands with local genes cannot be underestimated. In 2021, the proportion of domestic products in cosmetics industry in China is 47.2%, compared with 82.4%, 71.7%, 71.6% and 54.1% in South Korea, Western Europe, Japan and the United States, there is still much room for domestic brands in China to grow.

At present, the government’s favorable policies are being actively promoted. Only Shanghai will strive to reach the scale of 300 billion yuan in 2023, and want to build 10 leading enterprises with revenues exceeding 5 billion yuan and have 3-5 leading brands going international; The consumer side is also constantly welcoming new opportunities in the promotion of national pride. It is reported that domestic products are especially favored by young consumers; Brand-end market competitiveness is rising, and companies including Polaiya, Betani, Aimeike, Huaxi Bio and Shangmei have successively succeeded in IPO. By focusing on enhancing the scientific and technological content of products, domestic products are gradually narrowing the gap with international brands. It can be said with certainty that domestic brands will replace international brands in the future.

05

Trend 5: The supply chain side is increasingly inclined to "autonomy" in research and development.

Today’s beauty supply chain has entered an era of highly centralized and efficient operation. It is no exaggeration to say that the brand may only need to spend one day in Guangzhou Meibo City from the selection of raw materials, bottles, packaging to logistics, and the high gross profit margin of 70%-80% or even 90%, the low threshold of starting from 100 small-scale factories and starting from 1000 large-scale factories, has attracted many enterprises to cross the border, and many unknown brands have even already obtained financing.

However, the more intense the competition, the more likely it is for enterprises with real strength to break through in the long run. It can be seen that the establishment of exclusive raw materials such as Bose, Schizoyeast and Pitera has made L ‘Oré al, Estee Lauder, SK-II and other brands build technological barriers, so domestic products have made efforts in basic research for patented raw material formulas. Hua Xizi poached Li Huiliang, Polaiya introduced Wei Xiaolan, Huanya invited Pan Zhi, and major chief scientists were snapped up by enterprises. At the same time, the problem of raw materials "getting stuck in the neck" is becoming more and more serious. At present, almost all raw materials in cosmetics manufacturing warehouses are imported, and surfactants, emulsifiers and thickeners are imported. Therefore, many people in the industry call for independent research and development of domestic raw materials to be put on the agenda.

06

Trend 6: Brand marketing needs to pay more attention to emotional value output.

There are many people entering the beauty market, low-end products are caught in a price war, and the consumption upgrading trend of rational consumers is becoming more and more obvious. It is worth mentioning that the boosting effect of emotional value behind the "Yan-value economy" has become increasingly prominent. In the past, people mostly consumed in kind, while products solved the substantive needs of consumers. With the continuous growth of the middle class, more and more consumers began to pursue the enjoyment of spiritual culture and service level, which is the strong added value that brands want to pursue.

On the premise of improving product quality, the brand’s marketing focus began to focus on people’s yearning for a better life, creating new demands from the dimensions of innovation, personalization, differentiation and diversification, and sprouting new consumption growth points, which is also the password for the brand to develop to the high end or broaden the long tail market. The responsibility of sustainable development is not only borne by consumers, but also requires companies to take more practical actions to alleviate climate change and other issues.

07

Trend 7: Channel scenarios call for online and offline integration.

For beauty brands, the grasp of channel resources is also particularly important. At present, the traditional channels are still dominated by international brands, but the emergence of THE COLORIST colorist, Plum Blossom, etc. has not only opened up new possibilities for offline beauty retailers, but also opened a fast channel for the development of new brands. In addition, due to the lack of offline scenes during the epidemic period, offline consumption has gradually shifted to online, especially "online live broadcast" has become a life raft for many brands and stores.

Nowadays, more and more brands and channel providers realize that the two-way collaborative mode of online plus e-commerce, social media marketing and offline enhanced experience service will be the general trend. The production of online grass planting content catalyzes consumers’ demands for skin care, and also forms an itch demand for mastering makeup artist. The strong experience and quick advantage of offline is the key to accurately identify the pain points of consumption immediately and realize the physical expansion of beauty consumption happiness.

08

Trend 8: Tighter supervision and sustainable concept help the benign development of the industry.

The introduction of new regulations on cosmetics has made the industry threshold constantly improve, such as the implementation of raw material registration and filing system, the submission of raw material safety information, the extension of supervision scope to the upstream, and the encouragement of raw material innovation; At the foundry level, the person in charge of quality and safety is set up to strengthen the management of the whole production process, and at the same time, the main responsibility is further clarified, the compliance cost is increased, and the binding relationship between the foundry and the brand end is deep; For the brand side, the efficacy evaluation requirements were implemented, which increased the compliance cost of enterprises, extended the new cycle and raised the filing threshold.

For consumers, the sustainability of beauty cosmetics has become more tangible. Whether it is the popularity of pure beauty cosmetics, the degradable or reusable packaging materials, or the practice of corporate social responsibility, it is becoming one of the important indicators for consumers to choose brands, and it is also a key link to enhance brand and product loyalty.

Summary: The real post-epidemic era has arrived. With the optimization and adjustment of epidemic prevention measures in various places, the social panic and discrimination against Covid-19 have been greatly reduced. But objectively speaking, there are still many people who have certain cognitive inertia, so they should do a good job in psychological construction when they see the "two bars" on antigens.

Perhaps at this stage, beauty companies are still "doing their best, listening to destiny", but this does not mean "putting it down". While tightening the string of epidemic prevention, the beauty industry is looking forward to a more orderly development atmosphere and consumption environment. In your opinion, what trends will the beauty industry show? Welcome to add ~

Title: The charm of the game: Why are we so fascinated?

With the rapid development of science and technology, video games have penetrated into every corner of our lives and attracted the attention of countless people. From ancient board games to modern e-sports, games have always attracted people with their unique charm. So why are we so obsessed with games? This paper will discuss this problem from many angles.

First, the game is interactive. One of the greatest charms of games lies in their interactivity. Unlike one-way entertainment such as movies and books, games are a two-way interactive experience. Players can cooperate with others to solve problems in the game, and they can also compete with players all over the world. This interaction makes the game full of variables and challenges, and stimulates people’s curiosity and competitive desire.

Second, the game is immersive. The game has a high sense of immersion, which allows players to forget the troubles of the real world and devote themselves to the game. This kind of immersion can often bring players a strong sense of satisfaction and accomplishment. When we win a game or complete a challenge, we will feel extremely excited and satisfied, which is hard to get in real life.

Third, the creativity of the game. The design of the game needs high creativity and imagination. From beautiful pictures to rich plots, from unique gameplay to exciting battles, every link of the game is full of creativity. This creativity not only makes the game colorful, but also satisfies the players’ desire for exploration and knowledge.

Fourth, the sociality of the game. Games are also a social activity,

With the in-depth development and expansion of channels, beauty consumer groups promote the rapid development of beauty industry, and multiple factors affect the development of beauty industry. How should the beauty industry seize the private dividend and promote its better development? The author summarizes some methods, hoping to help you.

With the diversification and in-depth development of sales channels, the consumer groups of beauty brands continue to expand, and multiple factors jointly promote the sustained and rapid development of the beauty industry. As a beauty brand with the highest degree of private domain matching, how to seize the private domain development dividend, break through the growth bottleneck and realize rapid growth?

Now, the beauty industry faces many problems and challenges in private domain operation. Merchants will face three stages in the process of private domain operation: construction stage, growth stage and maturity stage, and each stage will encounter relatively core problems.

First of all, during the construction period, there is a lack of standard operating tools and operating methodology.

Brand is in the exploration period of private domain construction, and it is in the acceptance and learning stage for concepts such as applet, community operation and data management. Secondly, there are many kinds of private domain tools in the market, and merchants are dazzled when choosing, so it is difficult to choose tools that suit their own brands.

Secondly, in the growth period, private domain operations are separated from each other, making it difficult to form a benign closed loop.

Brand private domain has many contacts, such as small program mall, enterprise micro, community, offline shopping guide and store mall, but they can’t get through and cooperate effectively.

Finally, in the mature period, there is a bottleneck in the stock operation, and it is difficult to tap the effective increment.

The brand has successfully accumulated some effective experience, but with the decline of incremental dividends, the traffic is gradually lacking, and the "extensive operation" has a growth bottleneck.

Turning to the current private domain development trend of the beauty industry, it mainly presents the following points:

According to the data compiled by EROMONITOR Prospective Industry Research Institute, among the changes in the proportion of major sales channels in China cosmetics industry (unit%) from 2015 to 2021, the proportion of e-commerce channels has increased rapidly year by year.

In the penetration rate of Tmall TOP100 beauty brand applet mall, 79% of beauty brands have their own applet malls.

Several well-known brands: Maybelline gradually withdrew from the Shangchao department store channel in 2018, only retaining brand boutiques and developing in parallel with online channels; In August, 2020, Vichy built the first O+O (online and offline integration channel) operation center in China. After consumers completed skin testing and product trial in the store, they placed orders in small programs. All major beauty brands in the industry began to increase their efforts to lay out online channels in 2020.

It can be seen that the brand is not only trying a new integration of online and offline, but also trying to expand more attempts including private domain.

According to the brand database data of Quest Mobile Truth Brand in September, 2021, compared with typical consumer industries such as food and beverage, household appliances, mother and baby, the scale of private users in the beauty industry after weight reduction still ranks first.

In the investigation of Tmall Top100 beauty brands in the growth black box in 2020, we can see that there are over 20% beauty brands, and their private domain sales account for nearly 25% of the total e-commerce volume (the proportion of private domain sales of beauty = private domain sales/omni-channel sales of e-commerce).

Therefore, beauty brands should pay attention to the development of private domain while developing their business, and at the same time pay attention to the potential and opportunities of customers’ deep exploration.

In fact, the brand private domain is not an additional single sales channel, but a secondary undertaking of the brand’s existing global channel passenger flow and advertising traffic. On the basis of not raising the marketing cost, it can effectively undertake the brand global channels and users reached by advertisements, and realize the precipitation and long-term transformation of user assets and brand data assets.

In the initial stage, the private domain investment of the brand is small, and the input-output is not obvious. With the introduction of drainage and fission, the scale of private domain grows rapidly and its complexity increases. At this time, the brand is exploring a suitable private domain model, and the net income (output MINUS input) presents a high negative value.

However, with the maturity of brand private domain operation, the scale of private domain has entered a stable period, the cost of innovation and operation has begun to decrease, and the customer repurchase rate (the average monthly repurchase rate in the beauty industry is 10-15%) and LTV(life time value Life Cycle Value) are also increasing. The net income is gradually improved, moving towards breakeven and creating long-term compound interest.

Therefore, by settling the private domain of brands, brands can get higher profits, and users can also get a more direct and better shopping experience.

With the development of private domain operation in beauty industry, six typical private domain operation models can be sorted out.

1. Multi-positioning promotion type: a number of small programs with different positioning, with sales promotion as the main operating mode.

Representative brands: Perfect Diary, Polaiya, Ou Shiman, etc.

Taking Perfect Diary as an example, the brand has 20+ WeChat official account with different positioning and 10+ small program malls with different positioning, which cooperate with the daily member day +bigday activities to achieve continuous promotion and transformation.

Representative brands: Lin Qingxuan, herborist and Estee Lauder.

Take Lin Qingxuan as an example, get through every contact of WeChat Ecology to drain the live broadcast room and insist on daily broadcast. By constantly trying various links and ways to transform live drainage, we found the most suitable mode for Lin Qingxuan. Moreover, the store shopping guide resources are fully mobilized, and the 3000+ store community shares the live video number.

Representative brands: Guanxia, Huaxizi, HFP, etc.

Seize the beauty component party as the core user of the brand, constantly polish the content of WeChat official account, and finally achieve the reading volume of 600,000-100,000 articles. At the same time, the brand community is operated in the applet, and users are guided to participate in sharing through official topics and activities.

Pay attention to the brand experience of users in the private domain, and guide users to complete the continuous punching of the first purchase and cultivate the habit of re-purchase through the combination boxing of exclusive gifts for newcomers, members’ trial use, sign-in courtesy (customized periphery) and limited spike by members.

Representative brands: shanghai jahwa, etc.

From the offline ordering mode to the online cloud store ordering, the efficiency of goods circulation has been greatly improved; And through policy planning, training and teaching, we will make every effort to build a benchmark store, effectively improve the sales of dealers’ cloud stores, realize the annual sales rate in ninety-seven percent, and at the same time, the headquarters will empower dealers to operate cloud stores and transform live broadcasts.

Representative brands: Sephora, Afu and so on.

Taking Sephora as an example, the SmartBA project was launched in June 2020, which systematically promoted BA from top to bottom. Through corporate WeChat, consumers are guided to enter the private domain of brands, and every "beauty consultant" is empowered by numbers. With their professionalism and aesthetic vision, they will continue to provide consumers with professional 1V1 personalized services and online extension services in the private domain community, which will eventually drive online and offline business growth.

6. Feedback to the public domain: the mall not only carries the purpose of sales transformation, but also uses user research and data analysis to guide product development in the opposite direction.

Representative brands: L ‘Oré al, Elizabeth, Ya Dun, etc.

Taking L ‘Oré al as an example, in 2018, it has started to build technical applications such as SCRM and CDP. The brand uses the accumulated data for user value analysis, and adapts and develops products according to different people and regions. L ‘Oré al is the first brand in the industry to achieve C2B innovation. It took 59 days to tap the demands of thousands of consumers aged 18-30 for "ideal cream", and quickly put into research and development and launched a zero-point cream, which sold 100,000 pieces on the day of listing.

Self-test operation mode interactive test

First of all, if you are a newly created beauty brand or want to try to upgrade the brand and expand the beauty private domain business, then the first step is to think about the private domain organizational structure and operation team building.

Regarding the organizational structure of private domain and the construction of operation team, there are generally the following four modes. Brand merchants can choose which organizational structure to build according to the comprehensive evaluation of the advantages and disadvantages of each model.

Secondly, when preparing for private domain operation after the team is formed, it is necessary to consider the whole link process from traffic to retention and then to sales.

The first step is to plant grass in the commons. Establish brand awareness in the public domain through explosive products, and then conduct global drainage to the private domain through e-commerce/live broadcast, store activities /BA live code, and small red book planting.

The second step is to raise grass in private areas. In the private domain, we will deepen users’ three-dimensional cognition and preference for the brand through various operating means such as enterprise micro-customer service, WeChat official account, community and video number.

The third step is to pull weeds in private areas. Finally, private domain can be realized through mall+live broadcast+member marketing.

What needs to be emphasized here is that the beauty industry has a very typical marketing model: live broadcast with goods. This interactive marketing model with goods is a growth weapon for beauty businesses. According to C2CC Media’s "Private Domain Operation & Status of Beauty Live E-commerce", 70.9% of beauty companies have chosen live broadcast to bring goods.

With the advent of the "self-broadcasting era" of merchants, the live broadcast of video number based on WeChat ecology combined with enterprise WeChat can break the traditional live broadcast barrier and connect the live broadcast with community, WeChat official account, applets and other links in series. In the whole process before, during and after the live broadcast, a complete closed-loop transaction of drainage-conversion-repurchase is constructed to carry out refined operation, thus helping beauty brands to sell goods in private domain and realize sales growth.

Taking the live broadcast of "Lin Qingxuan" private domain video number as an example, with the help of video number operation+mall operation+community operation+advertising operation, the GMV of the live broadcast increased by 570% in four months. The highlights of its live broadcast operation are as follows:

With the help of friends’ circle advertising, the live broadcast is drained, and the big data orientation ability of WeChat advertising is used to lock the brand target customers, effectively shortening the grass planting path and introducing traffic to the live broadcast room.

Fully mobilize Lin Qingxuan’s shopping guide resources, and warm up the live broadcast room by sending skin care knowledge, giving coupons by interactive question and answer, and interacting with red envelopes.

In the live broadcast, on the one hand, by setting up an order lottery activity, the interaction enthusiasm of users in the live broadcast room is enhanced, and the length of stay of users in the live broadcast room is increased; In addition, in the product selection strategy, focus on mature female customers aged 30 -50, and cooperate with drainage products to comprehensively improve GMV.

With the higher offline costs and the fading of the e-commerce dividend period, the beauty industry has moved from "flow" to "retention". For the beauty industry where quality and experience are paramount, private domain operation plays a vital role in the brand omni-channel strategy. It is the key to improve the performance growth to realize the refined operation of users and enhance the loyalty of users through the layout of private domains.

Based on the increasingly mature and diversified private domain gameplay, beauty brands can control traffic, user assets and transactions in "private land", maximize the full-time global advantages of public-private domain linkage, and finally promote the brand and benefit with a complete and efficient private domain marketing closed loop.

This article was originally published by @ Xiao Y’s operating notes. Everyone is a product manager. Reprinting is prohibited without permission.

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This article only represents the author himself, and everyone is a product manager. The platform only provides information storage space services.

An open letter to parents in the city to take the lead in implementing the prohibition of minors from entering entertainment places

Dear parents,

Minors are the future of the motherland, the hope of the nation and the new force to realize the great rejuvenation of the Chinese dream. In China, minors refer to citizens under the age of 18. According to the Law of People’s Republic of China (PRC) on the Protection of Minors, Regulations on the Administration of Entertainment Places, Regulations on the Administration of Internet Service Business Places and other laws and regulations, minors are not allowed to enter the following places:

A, song and dance entertainment places (such as KTV, disco, slow roll bar, etc.);

2. Internet service business premises (Internet cafes, e-sports hotels, etc.);

Three, the electronic game equipment set up in the game entertainment places (except for national statutory holidays, shall not be provided to minors, winter and summer holidays do not belong to national statutory holidays);

Four, the script entertainment places (except for national statutory holidays, rest days and summer holidays, not to provide script entertainment to minors).

The operation mode and content of the above-mentioned places do not conform to the physiological and psychological characteristics of minors, which will have a negative impact on their physical and mental health. In recent years, there have also been criminal cases in song and dance entertainment places in our city due to the acceptance of minors. It is the common responsibility of schools, families and society to prohibit minors from entering relevant cultural and entertainment places. Parents are children’s first teachers, and family is the first line of defense to protect children. Parents should set an example for their children with correct thoughts, noble personality and good words and deeds, establish a good family style, establish a harmonious family, and create a family environment conducive to children’s growth. However, in the cultural law enforcement inspection, it is found that individual parents do not know enough, and even take their children to family gatherings in song and dance entertainment places, and organize birthday parties for their children in song and dance entertainment places.

Winter vacation and Spring Festival are coming. Parents are requested to correctly guide and enrich their children’s holiday activities, play an exemplary role, and do not violate laws and regulations to bring their children into entertainment places. It is necessary to keep abreast of children’s holiday activities, know whether children have entered Internet cafes, KTV, electronic game business places, etc., guide children to recognize the harm caused by bad online games, evil cartoons, bad novels, internet gambling, etc., and enhance students’ awareness of self-discipline. If found, they should be stopped and educated in time.

To protect minors, we need legal constraints, parental care and multi-party cooperation to build a "guardian alliance". Here, we urge parents to further shoulder the responsibility of educating and supervising their children, pay close attention to the growing environment of minors and protect their healthy growth. If you find that the above-mentioned places in our city accept minors, you can call 12345 to report it, and Pingliang cultural law enforcement department will investigate and deal with it in time.

? ? ? ? ?Pingliang culture market comprehensive administration supervision lochus

? ? ? ? ? ? ? ? ?November 27, 2023? ? ? ??

Remarks | Some pictures are from the Internet, and the copyright belongs to the original author. If there is any infringement, please contact to delete them.

Source: Pingliang Cultural Law Enforcement Team

Editor: Information Statistics Section of Municipal Bureau of Culture and Tourism

Remarks | Pingliang Cultural Travel aims to promote Pingliang cultural tourism. Welcome to reprint. Some words and pictures are from the Internet, and the copyright belongs to the original author. If there is any infringement, please contact to delete them.