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Special feature of 1905 film network Have you ever wondered what it would be like if your memory disappeared one day?

We have seen too many movies, and we often meet people whose memories are fading away, and some incredible things have happened. Some people rely on their only remaining memories to find clues to solve crimes; Some people hit their heads and all their memories were restored; Some people can’t get their memories back all their lives.

The film officially released in the mainland cinema on February 23 rd once again took the memory as a knife. However, this time it is a little different.

1 What’s the difference between this film?

The main characters in the film "Love Before Memory Dies" are two old people. Ella Spencer played by helen mirren is a rebellious old girl, while John Spencer played by donald sutherland is a forgetful old warm man.

The old couple are both seriously ill. John has Alzheimer’s disease, which is what we often call Alzheimer’s disease. The disease makes his memory go wrong and slowly disappears. He needs to live in a nursing home, while Ella has cancer and needs to be admitted to the hospital. At this moment, the two will face eternal separation.

So, the two decided to take a trip in an RV. The English name of the film "The Leisure Seeker" is the name of this RV — — Leisure seekers. They walked all the way from Massachusetts to the south, recalling the experience of spending their holidays with their children. This time, their destination was Hemingway’s former residence in Sisuo Island.

I went to Hemingway’s former residence because John’s favorite writer was Hemingway. At the same time, John is also a teacher. His illness makes him forget the names of his wife and children, but he can easily say Hemingway’s works. Hemingway’s famous The Old Man and the Sea was finished here in Xisuo Island, and it is John’s favorite work.

Two old men "ran away from home" behind their children’s backs. John couldn’t drive because of illness, but during the journey, he drove the old car at a gallop. When Ella called the children, she told them, "Son, we won’t be long. There are some things that I must finish with your father.".

The film fills in the grief and sadness that Alzheimer’s disease would have brought to the family with a lot of jokes, making the whole film easy and interesting.

During the trip, John left his wife alone and drove away. When Ella got on a passerby’s motorcycle and caught up with John, John’s reaction was, "Why are you sitting on a motorcycle?" He has completely forgotten that his wife traveled by car with him.

Similarly, when he arrived in Pennsylvania, he asked Ella, "Where are we?" After Ella told him, he asked, "What are we doing in Pennsylvania?" He will forget his children, mistake his students, and forget the purpose of this trip.

However, he can’t forget English grammar. On the way, when they were forced to hand over the money by a sudden robber, he did not forget to correct the grammatical mistakes made by the robber. At this time, Ella scared away the robbers with a prepared shotgun.

"Love Before Memory Dies" is adapted from Michael Sadrian’s novel of the same name. As a road movie, it reveals the story of travel and uncovers an old story (not much to say, it will be spoiled if you talk too much! ), and behind this past, the focus is on marriage and old age.

In the last period of life, their attitude is not negative at all, and life is full of interest everywhere. Ella, played by helen mirren, painted her nails, wore a wig and put on lipstick. Even though she is not young, she is still a delicate woman. During the journey, the two will also look at old photos with slides.

From the preview, we can also see that the two spent a beautiful and romantic night in the hotel suite. John talked to ella to the fullest; "I can’t believe my wife is so beautiful", the gentleman invited her and they embraced and danced together. The couple who have been together for fifty years have a very funny and warm daily life, and their love is indestructible in the face of aging and death.

The two leading actors won numerous awards.

"Love Before Memory Disappears" was selected as the main competition unit of Venice Film Festival in 2017. After the premiere of the film festival, some media reporters praised helen mirren’s performance. Helen mirren won the Best Actress at the Venice Film Festival in 2006 for her film, and won the Oscar for Best Actress for The Queen the following year.

Helen mirren in The Queen is noble and solemn, but she is very conservative. When helen mirren portrays Elizabeth II after learning of Princess Diana’s death, she reminds herself by saying "I am the queen" every day. And her superb acting skills have been greatly affirmed.

In addition, helen mirren won the Best Actress Award at Cannes Film Festival with and twice.

Donald sutherland, the actor, should be the most familiar Canadian in China. He is also quite powerful. He is the winner of the 90th Oscar Lifetime Achievement Award. Previously, he won the Golden Globe Award for Best Supporting Actor twice for Citizen X and War Path.

Donald sutherland has appeared in many films, including series,,, and so on. It is worth noting that he once appeared in the works directed by Xiaogang Feng in 2001. His role is Taylor, the great Hollywood director who came to China to make a film.

It can be said that the performances of donald sutherland and helen mirren were impeccable. Many foreign media commented on "Love Before Memory Dies", although they were quite critical of the film’s plays, they still affirmed the performance of these two drama bones, saying that this is the most attractive part of the film, which is quite convincing. "Every wrinkle is a play, and every expression contains the most complicated emotions in the character’s heart."

3 Italian local teams shoot American films.

Paolo Virzì, the director of Love Before Memory Dies, has shot many Italian local comedies, and can be said to be one of the representative figures. His "My name is Tanino" has all been shortlisted for the Venice Film Festival. "Love Before Memory Dies" is the fourth time that he has been selected for the Venice Film Festival.

But his international fame is not very great. In the 74th Venice Film Festival, many famous directors gathered, and his works also received a lot of attention. Especially with the blessing of the two leading actors, the judges can feel the more delicate emotional expression.

Paolo Virzì never thought that he would make a film that had nothing to do with Italy. When he was invited by an American film producer, he decided that helen mirren and donald sutherland must play the roles.

He said: "When I was filming this film as an American director, I always reminded myself of my Italian identity. On the set, I felt the common feelings of human beings. I tried to look at this story from an Italian perspective, and I kept my own style: shooting this film with a story that is true, human, ironic and mixed with comedy and tragedy. "

Yes, this is the concept that Paolo Virzì has always adhered to: there is always tragedy in comedy, and only dramatic plots can make people laugh.

The foreign media "SSG Syndicate" described the film as a bittersweet and warm journey, and the excellent performance made this film. Film Journal International commented that although this film is a bit ordinary, it is very enjoyable in most cases.

When talking about this film, "CineVue" said: "Sorrow and sadness are often dangerous, but" Love Before Memory Dies "is not like this. Even if love comes to an end, they are still celebrating." The critics of RogerEbert.com even shed tears when watching it.

In addition, although the film was shot in the United States, most of the film’s creative team are Italian. Photographer Luca Bigazzi has worked with Italian director paolo sorrentino in many film and television dramas.

Musician Carlo Wizz and director Paolo Virzì are old partners, and he has participated in Osodo and My Name is Tanino.

Editor Jacob Quadri worked with the director on My Name is Tanino, but he is famous for working with Italian director bernardo bertolucci.

　

　　Recently, the second season of "Flavor World" and the broadcast of "Looking for Dongguan" have once again teased the taste buds of diners and aroused people’s imagination of food. The second season of "Flavor World" starts from a global perspective, and explores the inextricable connection of cuisines around the world and presents the fresh taste of cuisines around the world. "Looking for Dongguan" is based on the authentic food flavor of Dongguan, showing the local food style from three angles: adapting to the weather, relying on mountains and rivers, and migrating and blending. It outlines the local fresh people and things with food, and then reveals the original appearance of Guangdong food culture, showing the historical change and time-space collision behind the flavor circulation.

　　Under the mode of creating and broadcasting "internet plus Documentary", food has become an important theme. Documentaries such as "Flavor World" and "Everything Nourishes" have become "traffic", "online celebrity" and "explosion" with the help of the power of the Internet, realizing brand marketing and genre creation. By means of defamiliarization, daily aesthetics and drama, these documentaries have re-endowed the life style and cultural heritage at the image level, transformed the daily life of ordinary people into an important cultural phenomenon in China society, and promoted cultural inheritance and innovative development by means of contemporary Internet platforms and audio-visual media.

　　The production mode of "high concept" and the audio-visual presentation of "film texture" are surpassing the domestic food documentary.

　　In recent years, several major Internet video platforms have successively launched documentaries on food themes. Popular topics, unique perspectives, and escalating audio-visual means ignite the public’s enthusiasm for watching, and almost every food documentary will become a hot topic. This successful documentary type provides inspiration and experience for us to think and explore how to develop the quality construction of audio-visual works.

　　Judging from these successful experiences, high-quality products include the continuous innovation of audio-visual technology and concepts, the shaping and promotion of cultural product brands, and the mainstream and sharing of value systems. Take "Flavor Room" as an example, the total broadcast volume of "Flavor Room" in Tencent video in the first two seasons alone is close to 2 billion yuan. In addition, Tencent launched the urban food documentary "Looking for Dongguan" immediately after the end of the second season of "Flavor World", and used the lens to show the audience the migration of Dongguan people and the changes and changes on their dining tables. Other Internet video platforms, such as bilibili, have also started a series of work non-stop after the successful broadcast of A Life Series in the first season.

　　In addition to the continuous development of food content, these documentaries draw lessons from the production mode of "high concept" and pursue the audio-visual level of "film texture". Close-ups with shallow depth of field and aerial photography with special perspectives reflect the pursuit of spectacle effect in Internet documentaries. These comparable film quality and carefully selected shooting themes together constitute spectacle viewing effect, which has become an important driving force for documentary films to improve quality and market performance in recent years.

　　For example, the first paragraph of the first season of "Flavor Man" shows the life and diet of nomadic people in Kuerte, Xinjiang. The film shows in detail the process of freezing and growing ice crystals in horse intestines after the sudden drop of temperature at night in winter. In "Looking for Dongguan", the footage of fishermen fishing at night and people drying raked radishes changed from near to far with the shooting environment at that time, which instantly raised the details of daily life to a higher perspective and brought a powerful shocking effect to the ordinary food life.

　　This special shooting technique, which is specially designed according to the ingredients and production process, widely exists in most story paragraphs of this series of documentaries, and has become a new visual technology benchmark for food documentaries and a typical element used to represent audio-visual quality and viewing experience during publicity and promotion. It can be said that the level of serialization and spectacle of China’s food documentaries is approaching or even surpassing that of overseas TV stations, and other mature documentaries have become the benchmark of film and television quality creation.

　　It not only has cross-cultural penetration, but also is an important support for the inheritance and development of Chinese civilization in the contemporary era.

　　Food is not only a big IP of current Internet documentaries, but also an important symbol of China traditional culture. Long before the popularity of food documentaries, Chinese restaurants have opened all over the world and become the first window for many foreigners to know about China. With the audio-visual media becoming the most popular form of mass communication in the world, it has become a global phenomenon to understand China culture through audio-visual and food practice. Flavor Origin is the first documentary of China team that landed in Netflix, and a series of short videos on food topics released by online celebrity Liziqi on overseas platforms have also promoted the cross-cultural communication of China culture.

　　Popular food documentaries not only introduce China’s diet with spectacular images and dramatic stories, but also use diet as a means to explore the world outlook, values and choices of lifestyle and interpersonal relationships belonging to China culture in a way that can be understood by contemporary and even world audiences. From the perspective of dietary anthropology, many cultural groups attach their unique feelings and concepts to the daily behavior of diet; Things not only define the social identity of individuals, but also convey a lot of information such as cultural habits and lifestyles. After the broadcast of China on the Tip of the Tongue, the popularity of "Tongue Tip" in social short videos and a large number of social discussions around food documentaries have proved that such documentaries have profoundly influenced the public’s imagination about their own culture, and even shaped and strengthened their shared life experiences and shared cultural patterns.

　　In these audio-visual narratives about food culture, two kinds of cultural concepts have been loved by audiences at home and abroad. First of all, the traditional culture of China attaches importance to family affection, and the family has become an individual’s safe haven and gas station. This is not only the success of food documentaries that can constantly stir the heartstrings of China audiences, but also makes foreign audiences, especially those in Southeast Asia, feel familiar and close. Secondly, the familiarity and respect for everything in the world embodied in the food culture conveys the harmonious relationship between individuals and the world, and renders the connection between people and plants and mountains and rivers. These cultural elements and value systems not only have cross-cultural penetration, but also can be accepted by modern life, which is an important support for the inheritance and development of ancient China civilization in the contemporary era.

Documentary scenes and scenes full of life texture bring ordinary people’s daily life to the foreground.

　　Another noteworthy feature of food documentary is that it is one of the few audio-visual works that insists on telling the daily stories of ordinary people. Although there are many international chefs and elites in the film, ordinary people are undoubtedly the main body in this kind of documentary, and their lives are often the most concerned and appreciated part of the audience. It has realized the people-centered creative requirements in the current field of literature and art in a quiet way, so that the daily struggle of ordinary people has gained its due position in the presentation of mass media.

　　In the cultural category of "elegance and vulgarity" or "high and low", food is a typical popular culture that comes from the daily life of ordinary people and is based on oral instruction. In the documentary scene, Internet documentaries restore food to the daily meals of every ordinary family, paying attention to seasonal ingredients, regional natural ecology, and family concepts and kinship behind food processing and enjoyment, and activating the inherent beliefs of ordinary people about daily life such as "eating at home", "the taste of mom" and "the most common and delicious". In particular, films such as A String of Life, Breakfast in China and Wondering about Dongguan have opened up another "technical route" that highlights the "fireworks" in addition to the image style of wonders, accommodating more documentary scenes, daily dialogues and even seemingly unrelated chats, which are full of life texture.

　　Ordinary people coming to the front of the film not only vividly show how China people extend their historical traditions to their present lives, but also help other cultural groups to overcome obstacles and barriers and get to know the real China people and China culture in the context of contemporary life. Compared with movie stars and development achievements, the ordinary life of ordinary members of society also has the value of cross-cultural sharing; A meal, rice, oil and salt can often stimulate the understanding of life under different appearances, bringing true mutual understanding and beauty.

　　(Author: Jun-jian Liang, Associate Professor, School of Journalism and Communication, Tsinghua University)

The meaning of travel lies in ordinary life.

A few more colorful pages.

Tibet, as a distant place where countless people can sleep at night.

There are too many surprises and legends!

In this life, I will come to Tibet anyway!

Today, Xiaobian studied for two weeks! !

Sort it out2023 the most comprehensive introduction to TibetShare it with everyone

Remember to collect! You must need it!

1. What should I pay attention to when entering Tibet?

2. What must-see attractions are there in Tibet in summer?

3. When is the best time to go to Tibet in a year?

4. What is the best route to travel to Tibet?

Xiaobian answers for you one by one!

How to solve the problem of high rebellion?

1, chest tightness, chest like a blocked general, is a typical reaction to hypoxia.

Effective treatment methods:Take oxygen and rest, and avoid strenuous exercise.

2, shortness of breath, accelerated and thickened respiratory rate,

Effective treatment methods:Keep quiet or stop other actions and wait for the breathing rhythm to be smooth.

3，There is a phenomenon of hyperreflexia, which is nosebleed, mostly in men. First of all, it is caused by the dry climate in the plateau, which ruptures the blood vessels in the nasal mucosa.

Effective treatment methods:1. Apply a little erythromycin ointment and drink as much water as possible to prevent dryness. 2. Eat more fruits and drink more water to promote metabolism.

4, headache, nausea, this altitude sickness is relatively persistent, in general, it can be recovered after a few days of adaptation,

Effective treatment methods:Self-adjustment If it aggravates or causes extreme physical discomfort, as long as conditions permit, stop the trip immediately and choose to see a doctor nearby.

What do you usually take with you when you enter Tibet?

No matter what season (people seldom go in winter), thermal underwear, jackets (rain and wind) or thick coats and trousers (jackets) must be brought. Generally speaking, it is ok to change two sets (including shoes) and use a raincoat without a jacket.

PS: At the hottest time in Tibet, there will be rain and snow when crossing some passes.

It is best to equip special quick-drying clothes in summer to facilitate washing (dry after washing), and sunscreen is also very important.

What is the reservation time of return air ticket and train ticket?

It’s recommended to advance about 4 to 5 days. If the journey is too long, the situation on the road may change due to external reasons, so don’t advance too early. If you want to book tickets in advance, please arrange enough time.

Summer is the most suitable season to go to Tibet. There is no biting cold wind or hay everywhere, and the temperature is just right. All the mountains and lakes gradually show their green colors. At the hottest time, the temperature is only 20 degrees, which is the most suitable for summer roaming.

Hope after Rain: Nangarbawa Peak

Many people will choose to go to Nangarbawa Peak in winter or in the non-rainy season.

But I prefer to choose the rainy season and go to Nangarbawa Peak.

Standing at the entrance of Sejila Mountain, I hope I can see the true content of Nangarbawa Peak after the fog clears.

If you really see the true face of Nanga Bawa Peak, which is not seen for ten people.

I will have tears in my eyes, which is the expected response.

It also means that the canoe will sail through Chung Shan Man next.

Play suggestion:

1. The pass is very high above sea level, so don’t run and shout loudly to avoid causing high reaction.

2. It is windy and the temperature is very low. It is recommended to wear more clothes to avoid catching cold.

3. There are small shops on the pass where you can buy food and water.

The best camera position in Nangarbawa:

1. Gongzundem Beach: You can photograph the reflection in the water of Nangarbawa Peak.

2. Suosong Village: navigate to the entrance of Dakongli B&B.

3. Dalin Village: navigate Dalin Village or Songzan.

4. Sedila Mountain Observation Deck

5. Baifengtai

6. Tunbai Village

7. Yarlung Zangbo River Valley: It takes half an hour to reach the river on foot, and the photos are beautiful.

The realistic version of the Wizard of Oz: Lulang Linhai

Lulang Linhai has unique beauty in every season, but I don’t think anyone can refuse Lulang Linhai’s summer. Riding a white horse in Lulang Linhai’s pasture, drizzling, lifting your face and blowing the gentlest wind on the plateau, what is the summer heat wave here?

Tickets:80 yuan

Punching in scenic spots:Sedila Mountain, Zhaxigang Village and Lulang Town

Tips:If you plan to travel in depth, you need to prepare waterproof clothes, medicines, sleeping bags, etc. in advance.

Primitive forest: spruce forest

Every tree in Gangspruce Forest has a primitive flavor, and it has been rated as one of the top ten most beautiful forests in China by chinese national geography. Walking in Gangspruce Forest in summer, there are soft sawdust and pine needles at the foot, as well as streams hidden in Palong.

Tickets:90 yuan/person in peak season and 45 yuan/person in low season.

Play time:Walk for 2-3 hours.

Precautions:

1. The road to the scenic spot is muddy, so it is recommended to drive an off-road vehicle.

2. Bomigang Township Nature Reserve covers a total area of 4,600 hectares, with an altitude of about 3,000 meters. They are all virgin forests, so don’t worry about rebellion.

3. Others: At present, there are almost no (or few) tour groups, so you need to drive or charter.

Wild and delicate: Naqu alpine grassland

Naqu, which means "Heihe" in Tibetan, is one of the colder places in Tibet in four seasons. The Naqu alpine grassland was rated as one of the six most beautiful grasslands in China and one of the five largest pastures in China by chinese national geography. The Qiangtang grassland in full of green is more like a gift from heaven, with a cool breeze blowing at 20 degrees and low adobe houses, which aggravated the ancient nomadic habitat here.

Tickets:without

Opening hours:whole day

Traffic guide:be self-drive

Play punch recommended:

1. Riding a horse on the grassland is completely different from the usual experience of riding a horse in a scenic spot. Friends who can’t ride a horse can let the herdsmen lead them.

2. Occasionally, herders come to sell dried yak meat, and you can taste authentic plateau air-dried yak meat on the spot.

Natural Oxygen Bar: Lebugou

When it comes to Shannan, people think of "Yangzhuo Yongcuo", but the coolness of Shannan is more than Yangzhuo Yongcuo. Lebugou is located in Cuona County, Shannan City, and is called "China Natural Oxygen Bar". Lebugou, which means "a good place" in Tibetan, is 2920 meters above sea level, which is similar to Medog in Linzhi, so it is also called Little Medog.

Lebugou is more like an accident in Shannan city with a temperate arid climate. It is the summer in Lebugou when you fall asleep with the sound of waves and wake up with the sound of birds. Walking on the road, you may encounter Himalayan impala and white-cheeked macaque. There are many natural forms such as snow-capped mountains, canyons, lakes, waterfalls and virgin forests, and it is one of the main inhabited areas of ethnic minorities in China.

Tickets:80 yuan

Tips：

1. The most important point is that Lebugou is located at the southern border of Shannan, and it is necessary to apply for a border defense certificate in advance.

2. The air humidity in the ditch is high, and it may rain at any time. Take rain gear.

3. The weather in the ditch changes rapidly, so it is necessary to prepare warm clothes.

4. Sometimes you will meet monkeys in scenic spots or on the road. You can prepare some food in advance and protect your personal belongings to avoid being robbed by monkeys.

Garden behind Mount Everest: Jilonggou

Jilonggou is located in Jilong County, Shigatse, Tibet, in the deep Himalayan mountains bordering Nepal. It is a little-known place with a different style from the plateau and is called "the back garden of Mount Everest". The canyon is covered with trees and flowers, and the leaves are slim and graceful. Spruce with long leaves has straight stems and slender branches like weeping willows. The quiet village is surrounded by green trees, and the looming snow-capped mountains can be clearly seen not far away. Standing on the top of the mountain is like standing on a cloud, overlooking the whole town.

Tips:Jilonggou is located on the border between China and Nepal, and it is necessary to apply for a border defense certificate in advance.

Must-see attractions:

1. Kongtangram Pass, Geelong County, Geelong Town, Paba Temple, Naixia Village, Jeep Village,

2. The ID card shall be mortgaged at Tiesuoqiao and returned when it is returned.

Everyone goes to Tibet for different reasons and feels different, so the author is only responsible for making suggestions. Please choose your favorite season according to the facts. In fact, March to October is suitable, and the rest of the time is snowy and icy, and the climate is complex, so it is easy to encounter dangers and accidents.

If you want to see Linzhi peach blossoms, late March and early April are more suitable (note the arrival time).

I want to see the frozen Namco, preferably before May. Watching yangzhuo yongcuo can be done most of the time.

If you want to experience the ice and snow on the way to Tibet, all the year round, and it is not very dangerous, it is best to go from March to May.

June-August is the rainy season, with more rain (wet at night and dry during the day). Everything has grown to a certain season and the scenery is extremely beautiful.

September-October is the best season, with fallen leaves flying and golden mountains.

Tips: Tibet’s high-altitude scenic spots are still very cold in summer, so you need to bring winter clothes to keep warm.

South Sichuan-Tibet line:

The first paragraph: Litang-Batang-Ba Long-Mangkang.

The second paragraph: Mangkang-Zuogong-Bangda-Basu

The third paragraph: Basu-Ranwu-Bomi

The fourth paragraph: Bomi-Tongmai-Linzhi

The fifth paragraph: Linzhi-Gongbujiangda-Mozhugongka-Dazi-Lhasa

Northern Sichuan-Tibet Line:

The first paragraph: Dege-Jiangda-Changdu

The second paragraph: Changdu-Leiwuqi-Ding Qing

The third paragraph: Ding Qing-Ba Qing

The fourth paragraph: Baqing-Suoxian-Naqu

Ancient Tang-Zhu Road:

The first paragraph: Yushu-Nangqian-Leiwuqi

The second paragraph: Leiwuqi-Dingqing-Baqing-Suoxian County

The third paragraph: Suoxian-Naqu-Dangxiong

The fourth paragraph: Dangxiong-Lhasa-

The fifth paragraph: Lhasa-Gyangze-Xigaze

Paragraph 6: Shigatse-Sakya-Fixed date

Paragraph 7: Dingri-Jilong

When I shed my shackles, I know that I am who I am today.

Come to Tibet to find yourself.

In this restless summer!

Editor: Zidan Zhuo Ma

[Editor: Tan Qilu, Editor: Tsedan Zhuo Ma]

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Hello everyone! We are the official account of Tibet Tourism Development Department in China. If you want to know more about Tibet’s dry tourism and Tibetan customs, please like, comment and share more!

Pay attention to our account and take you into the most beautiful Tibet!

Reporter | Chen Qirui

Editor | Lou Qinqin

Not all beauty brands rely on head anchors.

On July 13th, the local beauty brand Polaiya said at the investor exchange meeting that in 2021, the head anchor delivery accounted for a small single digit in the total sales of product live broadcast. On Tik Tok, nearly 60% of Polaiya’s live broadcast activities are self-broadcast by the brand. At present, Polaiya mainly broadcasts live on Tmall, Tik Tok and JD.COM platforms.

During the "6.18" period in 2022, Polaiya ranked fifth in the Tmall beauty sales list; Its make-up brand Caitang ranks ninth in Tmall’s make-up sales list. In the future, Polaiya will continue to broadcast live, and this year, it will open a second official account in Tik Tok, mainly to promote popular items such as the essence of double antibodies.

According to the report of Qingyan, the information media in the beauty industry, Lin Qingxuan’s self-broadcast accounted for 60% during the "6.18" period in 2022, and the master anchor accounted for 40%. Shanghai jahwa Group, which owns brands such as herborist and Yuze, started the construction of the live broadcast center in December 2021, saying that 70% of the self-broadcast content will be completed by the internal team in 2021, and the store self-broadcast GMV will increase by more than 300% year-on-year.

According to the research report of CITIC Securities, in 2021, Li Jiaqi and Viya will account for about 10% of the live broadcast sales of Polaiya. Li Jiaqi and Viya accounted for about 25% of the live broadcast sales in shanghai jahwa, mainly in Yuze and herborist. According to the report, most A-share cosmetics listed companies are not highly dependent on the head anchor.

With the rise of anchors such as Li Jiaqi and Viya, live broadcast has become an important channel for beauty brands to promote online sales growth.

In this process, the head anchor promoted the sales growth of high-end overseas brands such as Lancome and Estee Lauder, and also made new domestic brands such as Perfect Diary and Flower Xizi come out of the circle, while local brands such as Polaiya and Yuze, which have been established for many years, also made a second spring through live broadcast.

However, the problem that some brands rely too much on the head anchor soon appears. The head anchor has a stronger voice, and the pit fee is more expensive. Beauty brands entering the live broadcast room of the head anchor sometimes lose money and earn traffic. Previously, the dispute between Li Jiaqi and L ‘Oré al also showed that the head anchor’s price requirements risked disrupting the brand price order.

Recently, after anchors such as Li Jiaqi and Viya stopped broadcasting one after another, some brands also realized that over-reliance on head anchors would increase the uncertainty of development. During "June 18th" in 2022, Li Jiaqi suddenly stopped broadcasting, which once caused a large inventory backlog of brands.

In fact, some beauty brands have already begun to reduce their investment in the head anchor, mainly by adding more stores to broadcast themselves. As early as the early outbreak of the epidemic in 2020, some beauty brands such as Lancome began to gradually increase their investment in self-broadcasting in order to reduce the losses caused by the closure of stores.

With the rise of short video platforms such as Tik Tok and Aauto Quicker, beauty brands have gradually extended their self-broadcasting channels from Taobao. In addition to beauty brands, the practice of self-broadcasting is also used by shopping malls such as Yintai, and counter clerks can broadcast live in shopping malls after training. Yintai’s self-broadcasting in shopping malls has established its own system.

Since the previously popular head anchor has gradually faded out, whether it is willing or not, it has become an inevitable trend for beauty brands to reduce their dependence on the head anchor. But not all brands can achieve sales growth through self-broadcasting.

At present, the successful self-broadcast beauty brands have usually developed in the market for a long time, and have a large number of sales points in offline channels. They have a considerable budget to build a live broadcast base, which can be broadcast by their own teams on Tmall and Tik Tok, and also gain exposure in the live broadcast of comprehensive shopping malls such as Yintai.

For those start-up brands, it is usually difficult to get traffic attention by choosing self-broadcasting, and entering the live broadcast room of the head anchor is often a key step for them to enter the mass market. In 2022, the "6.18" Tmall beauty and make-up sales list also showed that, without the support of the head anchor, the number of start-up local brands on the list had been greatly reduced, and overseas brands that had been suppressed once again dominated the list.

The excessive concentration of resources by the head anchor leads to the inequality of the right to speak between the anchor and the brand, but also because of the concentration of resources, the head anchor can bring rare traffic to small brands that lack exposure. In the current period when the field of head anchor is still green and yellow, start-up brands and small brands may face more challenges.

Reporter | Viann

Editor | Lou Qinqin

Beauty brands want to make explosive items. Relying on explosive products to gain popularity is also one of the methodologies for the rise of domestic beauty brands in recent years. However, it is becoming more and more difficult to make explosives.

According to the "White Paper on Beauty Industry of Huge Engine in 2021" (hereinafter referred to as "White Paper") jointly released by Huge Engine and Kado Consumer Index recently, it is becoming more and more difficult for best-selling products to get out of the circle.

According to the statistics on the purchase data of facial skin care products and cosmetics in the first-and fifth-tier cities in China in 2019 and 2020, in 2020, the number of best-selling cosmetics declined slightly from 850 in the previous year to 775, with a decrease of 9%, and the categories of skin care and cosmetics all declined.

Specifically, the number of best-selling skin care products fell from 687 to 632, a decrease of 8%; The number of best-selling cosmetics dropped from 163 to 143, a decrease of 12%.

The absolute number of best-selling products of skin care products and cosmetics has declined, which is partly due to the rising marketing cost.

In the past few years, most beauty brands have made explosive products through relatively accurate product and crowd positioning and intensive social media marketing. As the traffic dividends of Weibo, Tik Tok, Xiaohongshu, bilibili and other major platforms gradually disappear, the brand marketing costs continue to increase, and the difficulty of manufacturing explosive products also increases.

However, the "White Paper" also pointed out that although the absolute number of best-selling products of skin care and make-up has declined, their sales share in the market has remained stable at 25%, which indicates that the average market contribution of each best-selling product is rising, and powerful single products have increasingly become an important support for the brand to stabilize its market share.

In other words, although it is not easy to make explosive products, it is quite critical for beauty brands to make explosive products.

For beauty brands, if they want to make explosive products, the reasonable layout of categories is very important.

According to the "White Paper", the categories that are daily necessities and have a large base of consumer goods are the most prone to explosive products. From the category point of view, cleansing and toner, as basic categories, each contribute more than 10% of the best-selling products year after year, and the number of best-selling products will remain stable in 2020.

It is worth noting that although the number of explosions in the elite category has decreased significantly, the sales contribution has increased. This means that under the support of sufficient resources, the brand will invest heavily in the essence of explosive products, and it is possible to achieve greater benefits.

In addition, beauty brands also need to identify unique selling points for single products.

Focusing on the "student party" is one of the effective beauty selling points at present. According to the White Paper, judging from the amount of content broadcast in Tik Tok, many explosive products focus on students, and drive consumers to try with cost-effective communication. For example, the velvet lip glaze of the perfect diary and the high-profile "little yellow hat" whitening sunscreen spray are all selling points with a price of less than 100 yuan and a sense of use close to big brands, which have become explosive products.

Endorsement of product efficacy through star ingredients is another effective beauty selling point, especially in skin care products. Yin Yuli, a beauty and personal care analyst at Mintel, said in an interview with Interface Fashion that after years of market education, consumers in China have a deeper understanding of skin care products. When choosing skin care products, they are mainly efficacy-oriented, and they will buy products according to the problems they want to solve. Skin care brands should not only tell consumers what ingredients are contained in products, but also point out what specific effects these ingredients have.

Take Guerlain’s Emperor Bee Posture Repair and Restoration Honey as an example. This product emphasizes the natural extract of French black bee honey, which can repair the skin. L ‘Oré al Paris’ purple iron eye cream claims to contain anti-aging ingredient Bosin, which can stimulate collagen formation.

Innovating product form is another effective way to upgrade consumer experience and make explosive products. For example, New Zealand Mystery unpacks the jelly-like sleep mask, which is convenient for consumers to control their daily dosage, and is also convenient to carry in outdoor scenes.

In addition, in the case of high market competition, last year’s best-selling products may not sell well this year, which requires beauty brands to be "prepared for danger in times of peace". According to the White Paper, the sales of best-selling products in 2019 accounted for 25% in that year. By 2020, the proportion of the same batch of products will be reduced to 22%, especially in essence, mask and cosmetics.

Therefore, after manufacturing explosive products, brands still need to continuously carry out research and development and upgrade to maintain brand popularity.

Text/Cold Sword Shaoxia

Whether a game can be recognized by players, in addition to the gameplay, the more important thing is the plot. As we all know, without excessive commercial shackles, indie games will always be the strongest advantage in plot. Developers can build their own stories more freely from the perspective of human nature, which is exactly what the current 3A masterpieces lack. In this issue, we will take stock of ten stand-alone independent games with excellent plots. They have different types of gameplay, but the plot has its own uniqueness. Conscience recommends it, remember to like the collection!

This is The War of Mine.

I believe that among the themes of human nature, suffering, fortitude and bravery, no game can match the skill of the previous game. As a game work with the theme of survival, this game puts players in a war-torn world adapted from real events, a dilapidated house and three ordinary people with their own strengths. What you have to do is to make these three people live until the end of the war.

In the war-torn environment, the game renders the players into a series of difficult and unknown choices with an extremely real atmosphere. Under such conditions, making mistakes, getting injured and dying is almost a process that every player goes through, and there will be countless mistakes and regrets behind it, even though the players gradually become battle-hardened and comfortable. But I still can’t forget how much I paid at the beginning. At this time, the battle-hardened and skillful brings not only the cool feeling produced by the game mechanism, but also a kind of comfort, at least now I won’t let them die casually. And when you realize that there is no such trial-and-error settlement in reality, and the game has left great room for players in terms of mechanism and setting, I believe the anti-war thought of this game will be deeply implanted in your heart. Its connotation is all in a Zhou Mu, and its fun and playability is in a Zhou Mu, which is a veritable masterpiece of Zhou Mu.

Hollow Knight

The story of the empty knight can be said to be very excellent in integrating with the gameplay and showing the world in the story in an integrated way.

In the game, what players see is the scene of being ruined and deserted by the plague, the already withered bodies, the abandoned urban facilities, the insects’ nostalgia for the past and the feeling of bleak present life. We can not only get in touch with the appearance of the macro world, but also see the traces of insects living, whether they are alive, dead, normal or infected by the plague. In this world, they all do their jobs reasonably and wait for us to discover and challenge, so we almost get the same perspective as the bugs in the story, to explore, to appreciate, to fight and to make choices, and finally all these things we see, hear, think and think come together to form a complete understanding of the whole world of this work. This understanding is undoubtedly complicated and profound. It can be said that the Galaxy Demon City, a way to explore the terrain, makes players very comfortable and naturally immersed in it.

The Empty Knight not only has a huge and substantial story, but also can be said to be an excellent adventure. It is precisely because of the natural combination of the two that this game has become the enlightenment for many new generation players to play in into the pit Galaxy Demon City. So don’t miss it.

Life is Strange.

Although the movie trend of games has become well-known and popular under the exclusive implementation of Sony. But after all, this cinematography can only be regarded as a technique, which itself is still serving the main body of the game. This makes most cinematic games and movies get closer and closer, but there is still a clear and deep gap when we look closely. However, the strange life has really challenged the core of the film, which makes us think that when a game has a story that is really not lost to high-quality movies, high-quality and distinctive characters, and gives a very high proportion of narrative, plus a certain amount of gameplay bonus, whether the experience it creates can really replace movies. Especially when its game design is still around the story narrative, it perfectly answers to the player or the audience, "What if the protagonist makes another choice in a story?" This question.

Yes, it is true that there are many works that add branches to the plot, and there is even a plot that was popular in previous years to the game works. However, this is still the best independent game that has both cinematic performance and profound discussion and reflection on the theme of story cause and effect. I hope you can get your own thoughts in the final dilemma of the story.

Dead Cells

As an action pigeon game, this game emphasizes the concept of "rebirth" in the process and story of the game, which easily inspires our association: Who are we? What is that mass of things attached to our bodies? Why does NPC talk so meaningfully? The game mechanism, the picture performance and the fragmented plot all encourage us to strengthen our desire to explore, and at the end of this story, whether it is the development of the situation, the identity of the protagonist or the behavior of an NPC, there is a great reversal. In this story full of reincarnation and time backtracking settings, the game has brought an excellent game experience and told an excellent story with exquisite design.

Undertale ()

If a game, it can’t provide you with excellent pictures, and it can’t bring you large-scale shock, then thought will be its only winning weapon. Undertale is such a game. The theme of the game is simple, kindness and cruelty, courage and determination. In order to make players willing to sit down and think about these problems independently, developers use everything available, such as players’ inertial thinking about RPG games and the system mechanism of the game. It can be said that from the beginning, this is not a work that only provides players with substitution in the story dimension, but it is very formal, serious and sincere in talking to players through games, and at the same time guiding players. So when the player doesn’t hide behind the role he plays,

Facing all kinds of NPC with humanity in the underground world, the interaction with them and the choices made against them will be so tense and infectious. Finally, under the principle of no spoiler, I want to say that this is a game with great spiritual strength and the script itself is also very witty and humorous. I believe that when you suddenly realize the thinking made by the developer in the story, you can also gain incomparable comfort and happiness.

Go to the moon.

Old people, last wish, romance, love. These keywords constitute the biggest suspense and story theme of this book. This is a delicate and exquisite plot work. First, in the early stage of the story, the old man’s wish to go to the moon was taken as a suspense. However, in order to realize this wish, the company that can modify the memory must understand the cause and effect. Therefore, the hero and heroine sent by the company enter the memory of the elderly through instruments and instruments, and pieced together the truth of the event in different times. Because the memory is gradually explored from near to far, it is a flashback story from the player’s perspective. We know the results first and then see the process and reasons for many events. Under the careful arrangement, the curiosity of the players is fully mobilized. With beautiful music, it gradually goes deep into the core of the story. If you want to experience the purest love, you must try this book.

Fireworks (fireworks)

The horror game rooted in folk culture, the newcomer police who unexpectedly acquired psychic ability, cracked the story of the truth of the Tianjia massacre that happened many years ago with the dead female ghost. The positive side of folk custom is traditional culture, but its negative side contains feudal ignorance. All the causes of this work show us a series of tragedies caused by people’s wrong awe of the unknown and mysterious under the limited cognition and common cultural accomplishment in the past years. With a strong sense of fatalism and persuasiveness, combined with the excellent shaping of the terrorist atmosphere, we can fully realize the helplessness of the tragedies that belong to the past in a large range in modern society. Among them, many montage techniques and interactive design used in the game also add a lot of color to this story. Because of its deep restraint, it is even more arresting. Recommended!

The Binding of Isaac.

For children who are just sensible, the room and parents are probably the whole of his world and the beginning of everything. However, when this "all" and "beginning" are too narrow, too dark and too desperate. Then children who don’t have a higher and wider cognitive range can only do their best to think and judge with the little situation they have only been exposed to. This is often the beginning of a series of long or short tragedies, and Isaac’s combination is to tell such a story. Young Isaac can’t really understand his mother’s behavior, his father’s behavior, his desire for love and his simple and simple desire. He can only use his small and limited thoughts to understand the reasons for the violence his mother inflicted on him, and finally he will come to a tragic end.

As a meat pigeon game, the game puts many details that should have been elaborated in the plot into props, such as divorce agreement, knife, wallet and so on. The changes and reactions of Isaac’s body after obtaining these props touched the players and caused associations. These details confirmed each other and finally pieced together all Isaac’s experiences. I hope that in this dark and horrible story, its unique reality and sociality can give you some correct and positive thinking.

Bones: Skul: The Hero Slayer

As one of the "helpers" of the once "joint overlord". Bones: The heroic killer gains various abilities by changing his head, which is impressive. As a meat pigeon action game launched by a Korean company, this game tells a story full of anti-routines. At the beginning of the story, the positions of the brave man and the devil are exchanged. The human beings led by the brave man kidnapped the devil and transformed his subordinates to make them loyal to mankind. Players will control Bones to save the demon king, but the enemies they encounter are all in their own camp. Breaking the magic crystal that controls them can’t get rid of human control, but it will detonate the bomb on them. It has completely become a consumable that human beings fall into the hands of someone in the human camp. So what is the reason for human beings to do this kind of thing, and what is their purpose? Please set foot on the journey to find the answer yourself. I believe that all kinds of people you meet during this journey will bring you different feelings.

Rust lake: Rusty Lake: Roots.

It is not difficult to tell a horror story, but it is also good to tell a grand horror story. However, telling a grand and bizarre horror story full of calm and restraint is a test of the author’s basic skills, and rust lake: The Roots has been achieved very calmly through a series of ingenious decryption levels.

As a work called "One Hundred Years of Solitude" by many players, I prefer to understand the decryption process of the game as a separate link of observation, collection, association and interaction, because it is true that we are decrypting in the game, but every step of the so-called decryption points to an ultimate goal: narration. When all narratives are presented by the player’s decryption interaction, the player in God’s perspective is not just an irrelevant existence. Through action, the substitution of all role perspectives is seamlessly completed. So as to fully realize that there is no lack of disappointment in the strangeness of the family in the story. I believe this game can make you feel the game experience that begins with decryption and is higher than decryption. Do not miss it.

So that’s all the contents of this inventory. If you have any good games you want to share, you can leave a message in the comment area. We will inventory some classic good games with high scores for you every week. Conscience recommendation, see you next time ~

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