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Without Li Jiaqi and Viya, which beauty brands are better off?

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.

In the "turning point year" in 2023, the beauty industry has these major trends.

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 ~

The awkward game "Destiny’s Child" suddenly died? The game was closed as soon as it was updated, and the player spit Tencent’s intervention.

Hello, everyone, this is the surprise game, and I’m the little brother.

Basically, all games in China are shut down in one operation, that is, sending out the gift package of their own games and deleting all the players’ data. Players can basically only keep some screenshots and videos recorded by themselves.

Recently, South Korea’s first-hand tour stopped running, which made something different. They left some content to the players.

Recently, the well-known Korean mobile game "Destiny’s Child" has been suspended. The Hanbok, Japanese and international versions of the game will be suspended on September 21 this year. The official reason for the suspension is that the game has been in operation for more than 6 years, and now it is difficult to continue to bring better game experience to players, so I decided to close the service.

Destiny’s Child is a work developed by Shift Up, which was jointly established by Jin Hengtai, the artistic director of Sword Spirit, and his wife Cai Zhilun. Although Shift Up’s first work "Destiny’s Child" is a simple card game, it has gained great popularity with its super-tempting picture. In that year, the number of appointments in South Korea was 930,000, and later Japanese clothes easily broke through one million.

The suspension of Destiny’s Child was very sudden, because there was a wave of updates on the day of the game, and many new fashions and activities were launched, so some netizens on the outside network broke the news, and even some employees of Shift Up were suddenly notified that the game was suspended.

Although Destiny’s Child stopped working suddenly, the official gave the player a very good explanation. The official said that there will be an online concert for players to have a final aftertaste. In addition, a "commemorative" APP will be made, and players can synchronize the relevant data of their accounts into the APP, so that players can continue to soak in hot springs and enjoy the plot and wives.

Words so advanced, this … Can be regarded as a data crystal coffin.

This move can be described as very wonderful, players don’t have to feel bad about their years of efforts, and game companies don’t have to bear extra operating expenses.

Players are very sad about this sudden outage. Some players said that I will never know the ending, and my wife will sleep forever. Some players also said that although I am very sad, can I transfer the diamonds that have not been consumed in the game to the popular game "Goddess of Victory" of Shift Up? There are also players who lament that when a company has another game that is more popular, the game that is not popular is the end.

There are also players who find it hard to accept, indicating that the interface has been remade and a new BOSS has been added, which makes him think that this will be a new beginning. Some players also said that the epidemic has been going on for three years, but now it is cold. This is because Shift Up has been transformed after Tencent became a shareholder. He suspects that Tencent has intervened in the operation of the game.

Here, I would like to mention that Tencent is the second largest shareholder of Shift Up, with a 20% stake.

Xiao di bi LV gong: Although there are many players who spit Shift Up and forget the righteousness, it is probably the way to open another APP to appease the players’ emotions. Therefore, many players expressed their gratitude to Destiny’s Child for its companionship over the years, and thanked everyone who participated in the game production.

A positive question:Why do you think Destiny’s Child suddenly stopped?

2023 Oriental Beauty Valley International Cosmetics Conference opens. How can China’s beauty industry break?

"Oriental Beauty Valley China Characteristic Cosmetic Raw Material Base Alliance" was unveiled. The pictures in this article are all provided by the organizers.

The 6th China International Import Expo is in full swing, and the international top event of cosmetics industry is also on schedule.

On the morning of November 9, 2023 Oriental Beauty Valley International Cosmetics Conference officially opened. This conference is the sixth, with the theme of "Beautiful World of Oriental Beauty Valley", and many well-known enterprises, experts, scholars and industry leaders from home and abroad gathered together.

As the "capital of cosmetics industry in China", Oriental Beauty Valley has gathered more than one third of cosmetics enterprises in Shanghai, with an industrial scale of nearly 100 billion yuan. According to the "2023 Oriental Meigu Trademark Brand Value Evaluation Report" released at the opening ceremony, the trademark brand value of Oriental Meigu has reached 33.878 billion yuan, with a total increase of 312% in the past five years.

Release the blue book on the spot

Post-80s and post-90s become the main consumer groups of high-quality cosmetics.

According to the "Blue Book of Oriental Beauty Valley 2023" released at the opening ceremony, the cosmetics market in China will usher in a new round of rapid growth in 2023. In the first half of this year, the total retail sales of cosmetics market reached 207.1 billion yuan, up 8.6% year-on-year.

The blue book shows that consumers tend to pay extra premium for high-quality products, among which the post-80 s and post-95 s are the main consumer groups. More than 80% of consumers are willing to spend money because cosmetics can provide high emotional value (improve the quality of life and happiness). At the same time, consumers’ purchasing decision-making process is becoming more rational.

In terms of product cognition, the resonance between ingredients, raw materials and R&D is pushing the beauty industry to turn to biotechnology, and the beauty market has entered the raw material bonus period, and the China raw materials of domestic beauty cosmetics are also widely loved. The olfactory economy is on the rise, and perfume brands have laid out the field of care. Green and safe sustainable beauty cosmetics are leading the new trend of health and beauty.

In 2023, the brand value of Oriental Meigu trademark reached 33.878 billion yuan.

In addition, the "Oriental Beauty Valley China Characteristic Cosmetic Raw Material Base Alliance" was officially unveiled at the opening ceremony.

Raw material innovation is the source of cosmetic research and development innovation. "Grasping the source is a very high-level thing." When interviewed by reporters, Yuan Fei, deputy secretary of the Party Committee and general manager of Oriental Meigu Enterprise Group Co., Ltd. said. The alliance was jointly initiated by China Fragrance, Flavor and Cosmetics Industry Association and Oriental Beauty Valley, and was jointly established with China characteristic plant raw material planting bases in Yunnan, Anhui, Shandong, Ningxia, Gansu, Sichuan, Xinjiang and Guangxi. In the future, the alliance will solve the problems of low added value of domestic raw materials technology and weak market competitiveness through raw material innovation and Industry-University-Research empowerment. In addition, quality standards related to China characteristic plant raw materials will be formulated, and the substitution process of domestic raw materials will be greatly accelerated with "Oriental Meigu Raw Materials" as a booster.

Opening ceremony site

Start the brand going to sea plan and lead the international development.

Ximu Zhenpin (Shanghai) Biotechnology Development Co., Ltd. is a start-up company established in 2022 and officially settled in Oriental Beauty Valley in 2023. Talking about this choice, Hu Xiaoyan, Chairman of the Board of Directors, expressed the hope that Ximu Zhenpin could borrow a boat and build itself into an international brand.

Going international has always been the development direction of Oriental Beauty Valley. As early as 2016, Oriental Beauty Valley signed a strategic cooperation agreement with French Cosmetics Valley, and "Double Valley Linkage" promoted the development of beautiful and healthy industries. In 2021, Oriental Beauty Valley built the "Oriental Beauty Valley Milan Center" in Milan, Italy, becoming the first overseas platform of China’s beauty industry, fully combining beauty and fashion. In addition, Oriental Beauty Valley has been cooperating with international trade associations and has close interaction with cosmetics trade associations in Denmark, Britain, Germany, Japan, South Korea and other countries.

On the stage of the opening ceremony of the International Cosmetics Conference, Oriental Beauty Valley officially launched a new voyage of "brand going out to sea".

Yuan Fei told reporters that cosmetics brands and products must find the right entry point in addition to product quality. Brand going out to sea is always on the road. With the local online live broadcast and offline shopping malls showing the Red Sea trend, local cosmetics enterprises have shown an urgent incremental demand for going out to sea.

Detailed illustration of the basic standard swimming posture of "Life Home"

Via: network

Copyright belongs to the original author.

breaststroke

breaststroke

With a jingle, before explaining the essentials of breaststroke, I will introduce it to you: "Rower’s legs don’t move, close your hands and then close your legs, first extend your arms and then kick your legs, and then straighten up and float for a while." As you can see from the jingle, the hand moves before the leg. Be sure to close your leg after you stop, and then kick after you reach out.

Arm movement

1. delimit. Put your hands forward and tilt your palms at about 45 degrees (little finger up). Draw your hands outward and backward at the same time, and then bend your arms backward and downward.

2. Draw inside. The palm turns inward from the outside, and the hand drives the forearm to accelerate the inward stroke. The hands are close together in the chest from the bottom up (the hands are high and the elbows are low, and the elbows are under the shoulders) and extend forward.

3. Stretch forward. Stretch your hands forward (elbow straight). It should be reminded that the outward stroke is relaxed, the inward stroke is hard, the completion is accelerated, and the forward stroke is positive.

Complete coordination action

Raise your head for air when you row your hands outside, lower your head and hold your breath slightly when you row your hands inside, and kick and exhale when you stretch your hands forward.

Leg movement

Retract your legs

Bend your knees and retract your legs, keep your heels close to your hips, and slowly retract your legs behind your thighs, which can reduce resistance. At the end of leg retraction, the knees are shoulder width apart, the calves are perpendicular to the water surface, and the feet are near the water surface.

Turn your feet.

The distance between the feet is greater than the distance between the knees. The feet are everted, the toes are facing outward, the feet are facing the sky, and the inner sides of the calves and feet are aligned with the water, like the English letter "W".

Jiadengshui

In fact, it is the process of leg straightening (hip flexion and knee extension), in which the waist, abdomen and thigh exert force at the same time, and the calf and the inner side of the foot push the water at the same time, first outward, backward and downward, then inward and upward, just like drawing a half circle. Pushing the water outward and clamping the water inward are continuous, that is, pushing the belt and clamping it.

When the pedaling is completed, the legs are straight together, the feet are turned inward, and the toes are opposite. Don’t push the water too hard, but accelerate it from slow to fast. The pedal speed is the fastest when the legs are nearly straight and close together.

stop

After the legs are together and straightened, they slide for a short time (1-2 seconds).

freestyle

freestyle

Swimming is a whole-body exercise, and the activities of any part are inseparable from the coordination of the whole body. On the surface, freestyle relies on paddling and kicking to generate propulsion. In fact, the role of trunk can not be ignored. First of all, the torso should maintain a certain degree of tension. If the waist is soft, the whole person is like a pool of mud. Secondly, the rotation of the body can effectively exert the strength of the large muscle groups in the trunk, reduce the resistance and improve the work effect.

There are many forms of complete cooperation in freestyle. Generally speaking, it is common to paddle twice, fetch water six times and breathe once.

Arm entry action

1. The entry point of the hand is between the extension line of the shoulder and the midline of the body, leading with the thumb and obliquely inserting the water.

2. After entering the water, the hands, elbows and shoulders continue to stretch forward to stretch the arms. With the rotation of the body, bend your wrist and elbow, and your arms catch water outward and backward; After the hand paddles to the lowest point, rotate the arm to paddle inward, upward and backward, and keep the paddling posture with high elbow and bent arm.

3. When the arm is perpendicular to the horizontal plane, take the lead, accelerate the water push, and turn the arm to paddle outward, upward and behind until the thigh side, and lift the elbow out of the water.

4. After the water comes out, the arm moves forward naturally and relaxedly through the air, keeping the elbow posture high. Then hand in front of the shoulder leading into the water, start the next action.

(1) The arm paddles underwater in a curved line. From the side, the stroke trajectory of the hand relative to the body is "S".

(2) There are three basic forms of freestyle two-arm cooperation: front cross cooperation, middle cross cooperation and back cross cooperation. This picture is in the form of front cross, which is easy for beginners to master.

One-arm stroke is an action that beginners should focus on. As shown in this figure, the left arm strokes, then the right arm can support the board. Generally, the leg draws water for about 10 times, and the arm paddles once. You can add breathing exercises when you master it to a certain extent. The specific number of groups and practice methods will be introduced in detail in teaching.

Whip kick in the leg

1. The kicking action starts from the hip, and the thigh drives the calf to make a whipping action.

2. Kick the leg upward from the corner. Start with a straight leg, bend your knees when your feet are close to the water, and lift your calves up so that your feet can get out of the water and then draw water down. At first, you can kick water with your straight legs, but your legs are slightly relaxed and don’t be stiff. Your legs will naturally bend under the pressure of water. The knee joint bends at an angle of about 130-160 degrees before the downward stroke, and the stroke range is about 30-40 cm. Stretch your feet (ballet feet) when you draw water, and don’t hook your feet.

backstroke

backstrokeAlso known as backstroke, it is a swimming posture in which the human body lies on its back in the water. Backstroke includes back breaststroke and back crawl, because the face is on the water and breathing is convenient, but swimmers can’t see where they are swimming and are easy to go in the wrong direction. Backstroke is the only position in which an athlete starts in the water, and the others all jump into the water.

1. When the arm is paddling, the water comes out with the thumb ahead. When the arm is moved, the arm is perpendicular to the water surface and the upper arm is close to the ear. In the process of moving the arm, the arm rotates, and when entering the water, the little finger is inserted into the water ahead.

2. If the head position is 12 o’clock, the water entry points of both hands are at 11 o’clock and 1 o’clock. After the hand enters the water, paddle straight down.

3. The arm stroke should be coordinated with the body rotation, and the position difference between the shoulders is constantly formed.

4. The two arms are crossed in the stroke, that is, the two arms are always in opposite positions. When one arm is paddling, the other arm moves.

5, the head remains stable without swinging left and right.

Backstroke coordination

1. Although breathing is not limited, it is best to use rhythmic breathing, or to inhale when one arm is fixed. After all, there will be waves and splashes when paddling and moving in the water. Breathing at will is easy to choke water.

2. Keep a horizontal body posture. The trunk and shoulders rotate around the longitudinal axis with the arm movements, and one shoulder is always out of the water.

3. Generally, every stroke is 2 times, the legs are drawn 6 times, and the breathing is 1 time.

4, the legs alternately whip up and down to draw water. Draw water up quickly and forcefully, with your feet slightly turned inward and stretched straight, and your legs and feet naturally relax when you draw water down.

matters need attention

1. When moving the arm, the arm should not be too wide close to the body.

2. If the arm is easy to bend when moving, you can temporarily lead the water with your little finger, and then lead the water with your thumb after getting into the habit of straight arm.

3. Keep your body stretched, upright, and almost horizontally lying on your back on the water, as if lying flat on the bed with a short pillow under your head.

suggestion

Backstroke legs should experience the thigh force, both lifting and pressing, and experience the feeling that the thigh drives the calf.

butterfly stroke

butterfly stroke

Butterfly stroke is one of the swimming events, and the butterfly stroke technique evolved on the basis of breaststroke technique. The butterfly stroke is the last developed stroke among the four competitive swimming strokes. Because its leg movements resemble dolphins, it is also called "dolphin swimming".

1. The hand entry point of butterfly stroke is on the extension line of two shoulders, leading with the thumb and obliquely inserting into the water.

2. After entering the water, stretch your shoulders and elbows forward, and grab the water outward, backward and downward with both hands along the curve. When your hands are shoulder-width apart, bend your elbows and speed up the stroke.

3. After the hands are separated to reach the maximum width, the arms turn inward, upward and backward, and keep the elbows bent when the arms are lifted. When your hands are under your chest or abdomen, the distance between your hands is the shortest.

4. The combination of breathing and stroke is also the key to butterfly stroke. When the arm finishes paddling inward, the head comes out of the water to inhale, and when the arm is moved, the head returns to the water. Remember two "before", that is, the head comes out of the water before the hand comes out, and the hand enters the water before it enters the water.

Butterfly stroke coordination

1. When the distance between the two hands in butterfly stroke is close to the nearest distance, the direction of arm stroke changes again, and it turns to outward, upward and backward strokes until the water comes out.

2. After paddling out of the water, the arm moves forward through the air under the drive of the shoulder. When preparing to enter the water, the arm moves forward from both sides in a low, flat and relaxed posture.

3. It is difficult to master the body posture of butterfly stroke, and it is also difficult to master the whip kick. When studying butterfly, we will have special decomposition exercises to let you master the operation step by step.

Matters needing attention in butterfly stroke

1. The stroke route of butterfly stroke is generally "keyhole" shape, which means that the distance between hands under the chest or abdomen is the shortest, and this stroke route before and after is relatively uniform.

2, pay attention to the butterfly limbs movement is both arms and legs at the same time coordinated force.

That’s right! Education is not only face to face, but also shoulder to shoulder.

Everyone has their own dreams for the future, and I, as a girl, also have my own unique ideals and pursuits. In this world full of opportunities and challenges, I firmly believe that my future is not a dream.

The power of education

Education is an important way to realize dreams. As a girl, I know the importance of education. Through studying, I can broaden my horizons, improve my ability and lay a solid foundation for realizing my dreams. Therefore, I will study hard, get excellent results in all fields, and lay the foundation for entering an ideal university.

vocational development

In the future career development, I will strive to pursue my passion and interest. Whether I choose to engage in science and technology, medicine, art or other fields, I will devote myself to it and constantly improve my professional skills and knowledge. Through continuous efforts and accumulated experience, I believe I can stand out in the workplace and become a leader in the industry.

independent

As a girl, I pursue an independent lifestyle. I believe that I have the ability to deal with all kinds of challenges and difficulties. No matter in the face of academic pressure or workplace competition, I will stick to my beliefs and bravely face and solve problems. I believe that I can become a strong and confident woman through continuous exercise and growth.

Aggressive

In order to realize my dream in the future, I will keep a positive attitude. No matter what difficulties and setbacks I encounter, I will learn from them and bravely meet the next challenge. I believe that every effort will make me stronger and more mature.

social responsibility

As a girl, I also have the consciousness of fulfilling social responsibility. I will pay attention to social issues and take an active part in public welfare activities. By dedicating myself, I hope to contribute to social development and progress.

tag

My future is not a dream. As a girl, I have unlimited potential and opportunities. Through the power of education, I can realize my dream. Adhere to an independent lifestyle, keep a positive attitude and fulfill social responsibilities. I believe I can create a future full of hope and possibility. Let’s pursue our dreams and create a better tomorrow together!

Table tennis World Cup: No.2 seed lost again! Olympic runner-up scored 2 empty games, and South Korea bombarded 8.

On December 7th, Beijing time, the contest of Chengdu table tennis mixed team World Cup quarter-finals kicked off on the second day. The first two games were Germany VS France and South Korea VS Slovakia. As a result, the second seed Germany lost again and lost to France 4-8. As for South Korea, it was a total victory, sweeping its opponents 8-0 and winning heartily.

At present, it seems that the No.2 German team is the weakest among the top four seeds. After all, the six main players didn’t participate in the war, and the rest of the people really couldn’t hold up the scene. The day before, they lost 4-8 to Sweden, and now they lost 4-8 to France. Shan Xiaona, the Olympic runner-up, is helpless!

Please see below for the detailed situation.

The situation of this game is relatively simple. Although Slovakia advanced to the quarter-finals, it was mainly because Germany and Portugal, the two strong rivals in the group stage, were short of a large number of core players. Even so, they made a thrilling pass, and now it is natural to play against the powerful South Korean team everywhere.

In the first set of mixed doubles, Lin Zhongxun/Shen Yubin beat Apras/Raposo Wa 3-0; In the second set of women’s singles, Tian Zhixi won Kukulova 3-0; In the third set of men’s singles, Li Shangzhu beat Wang Yang 2-0, and the Korean team ended the battle with a total score of 8-0.

The battle between Germany and France was the focus on December 7th. If all the main players of the two teams participated in the war, the German team was relatively superior. However, the four main players of the German men’s team, Ochalov, Qiu Dang, Francesca and Bohr, were absent, while the two main players of the women’s team, Han Ying and Mittham, were absent. Shan Xiaona was the only core player, which was really unsustainable. They lost to Sweden 4-8 the day before.

Compared with Sweden, the strength of France is obviously stronger. lebrun brothers and Pavard Ran Ran have risen, Simon is not old, Yuan Jianan is in his prime, and his strength can reach the top four in this World Cup. It is really difficult for Germany to win the other side.

Sure enough, the first set of mixed doubles German team fell behind, and meissner/Wanyuan lost to Alex/Yuan Jianan 1-2; In the second set of women’s singles, Shan Xiaona, the 40-year-old Olympic runner-up, won the 19-year-old Pavard 2-1; In the third set of men’s singles, European Games champion Felix beat Walter 2-1. Although the total score of the French team was 5-4, it still did not open the gap.

In the fourth set of men’s doubles, Walter/Steph lost to Alex/Simon 0-3, and the French team ended the battle with a total score of 8-4. The second seed Germany collapsed again, but it was really impossible.

Domestic medical drama: It is more important to convey warmth than to make explosions.

Li Yu

Medical drama’s Welcome to Maile Village is a major theme work. It is a literary drama broadcast at special nodes such as the 10th anniversary of the "the belt and road initiative" initiative, the 60th anniversary of the dispatch of foreign aid medical teams from China, and the 60th anniversary of the establishment of diplomatic relations between China and Tanzania. The drama tells the story of China’s foreign aid medical team saving lives and building deep friendship with local people in Africa. From the perspective of medical drama, aiding Africa to medical drama is a major feature of domestic medical drama.

2023 is a big year for medical drama. Many idol dramas focus on medical staff, such as I heard that you like me, my earthly fireworks, and healing lovers. Serious medical career dramas are frequent, including White Castle, Ask Your Heart, Extraordinary Doctor and Welcome to Mai Le Village. In particular, "Ask Your Heart" scored 8.4 points for Douban, which became a new high made in medical drama for many years.

Medical care is closely related to the interests of ordinary people. Medical drama is also a rare theme that can radiate to all levels of society, from life and death to the relationship between doctors and patients, the medical system, and then to all beings in the world. Medical drama’s people’s livelihood genes and social attributes determine that it should be medical drama’s pursuit to bridge social contradictions, protect social conscience and convey warmth and hope, rather than chasing "explosions".

The lack of explosions: medical drama’s tortuous March

Medical drama is a branch of workplace drama, which takes the hospital as the story background, the medical workers as the protagonist, and the medical staff saving lives as the main plot of the story, focusing on presenting the daily work of medical workers, the relationship between colleagues and their patients.

Domestic medical drama can be traced back to the Hippocratic Oath with only two episodes in 1986. The play has an excellent reputation, but due to the creative conditions, medical drama has not become a climate. In 2001, "It’s All Angels’ Trouble" was a romantic idol drama set in a hospital, and medical staff began to become the main characters on the screen. Never Give Up in 2001 is a real medical drama. The Final Diagnosis in 2004, Infinite Life in 2005 and The Lancet in 2009 were broadcast in medical drama, and medical drama gradually matured.

The Doctor’s Kindness in 2010 and Mind in 2012 are landmark works made in medical drama. The Doctor’s Benevolence confronts the contradiction between doctors and patients and eulogizes the doctor’s benevolence, which has been highly praised and won the first prize of the flying prize long TV series; Directed by Yang Yang, written by Zhang Jiayi and starring Christina in 1966, Mind is the first widely discussed medical drama in China, which also makes medical drama a mainstream drama type.

After Mind, medical drama, which is the focus of production, has increased, with more diverse themes and styles. Typical examples include Distance to Love in 2013, Obstetrician, Obstetrician and Gynecology of Love in 2014, Obstetrician Male Doctor, Young Doctor, Story of Emergency Room in 2015, Growing Up, Emergency Doctor, Pediatrician Justices Seeker in 2017, Fall in love with you and cure me in 2019. Domestic medical drama involves various departments, including surgery, emergency department, obstetrics and gynecology, children, psychiatry, etc. Even domestic medical drama has a scarce theme in foreign medical drama: medical aid for foreign countries, such as Take a Deep Breath Together. It is a little regrettable that so far, there has not been a medical drama with explosive broadcast effect, and even from 2013 to 2022, there is no domestic medical drama with a douban score of 8.

The year 2023 will be the turning point of domestic medical drama from quantitative change to qualitative change-a large number, different themes and high quality. For more than ten years, medical drama made in China has matured and its creative paradigm has gradually stabilized.

Presentation of Professionalism: medical drama’s Creative Consensus

As a medical workplace drama, the professional presentation of the profession should have been the foundation of medical drama. As the audience commented on Grey’s Anatomy, "Every chest and abdominal cavity are wide open, and every episode is like a Wikipedia, which broadcasts the explanations of the terms heart valve, duodenal perforation and cardiopulmonary bypass." However, for a long time before, medical drama did not regard "professionalism" as a creative consensus.

On the one hand, the creators don’t know enough about workplace dramas and medical drama, so they can’t accurately grasp the aesthetic principles of this type of dramas. In the end, medical drama often falls in love under the guise of medical treatment, or performs family ethics.

On the other hand, medical drama is a branch of workplace drama which is very difficult to create. Medical drama has a very high threshold, and non-medical professional film and television teams are at a loss about medical knowledge. At the same time, the filming of the operation process needs the support of the fine level of film and television industrialization. After all, many medical devices are very expensive, so it is impossible for the team to buy real devices, and they need to shoot with realistic imitations.

Because of the lack of knowledge and literacy of the main creator, medical drama frequently made mistakes, misled the general audience and was criticized by medical workers. In 2017, the medical community "Lilac Garden" surveyed more than 2,000 doctors, 94% of whom had watched medical TV dramas, and 85.8% of doctors had found mistakes when watching medical TV dramas. Including "no concept of sterility", "I took my glasses with sterile gloves", "I took the film backwards", "I took the CT film and said it was magnetic resonance imaging", "The feeling that the doctor can always put the white coat out of the trench coat without fastening" and "No matter what patient dies suddenly, he will be electrocuted when he comes up".

With more ridicule, the consensus that "professionalism comes first" has gradually been established in medical drama. More and more professionals have joined the screenwriter team, and they have also been supported by professionals in the creative process. In this way, the professional level of medical drama has been significantly improved in recent years.

For example, the screenwriter of "Everything about Dr. Tang" graduated from Wuhan University with a bachelor’s degree in clinical medicine, and went to Beijing to study art only with a master’s degree. Therefore, more than 70% of the episodes of this drama took place in the hospital. White Castle is adapted from an autobiographical novel of the same name by Wang Chenggang, deputy chief physician of anzhen hospital Emergency and Critical Care Center. From the script creation to the shooting of "Ask Your Heart", there are more than 150 senior doctors who form an advisory group, and the creative team will ask experts for advice at any time if they encounter any problems. The main creative team built a real scene of the hospital covering an area of 8,000 square meters, used nearly 200 conventional equipment such as micropumps, ventilators and echocardiography, and rented high-tech medical equipment such as ECMO and IVUS …

It can be said that since 2020, the professionalism of domestic medical drama has made a qualitative leap.

The growth of doctors: medical drama’s "life and death lesson"

It is generally believed that the "double P" principle is the two wheels that drive the medical workplace drama. The first is "professional", that is, the professionalism we mentioned earlier; The second is "personal", that is, personalization. medical drama must focus on the personal growth of doctors.

Every doctor has to undergo the test of "courses" other than medical courses, such as life and death courses. Hospital is a place of hope-it brings many patients back from the brink of death, and the hospital is also a place of despair-there are inevitably too many deaths here. For every new doctor, the medical school has taught them the skills of saving lives, but it may not have taught them the death lesson-how to face the death of patients and how to accept the death of patients. This is the first level that new doctors must pass.

In "White Castle", the new doctors Wang Yangming and Liu Fei were both scared when they suffered the death of a patient for the first time-they were shocked that death was so horrible. "A person who was thinking a few minutes ago, still moving, and even talking to you breathed his last breath, and then gradually became cold and became a lifeless body." After all, doctors must learn to face death calmly and calmly. If you are immersed in pain, "this kind of pain makes you have no courage, and you can’t even do this job in the face of the next patient. Accept the reality, accept the reality that you can’t do anything, and don’t have any emotional color. " Being unemotional is not "apathy", but being more diligent in profession and more serious in attitude, and always having the courage to know that there are tigers in the mountains and favor tigers in the mountains, helping every patient to resist death as much as possible.

It is a doctor’s bounden duty to "heal the wounded and rescue the dying". However, in the specific work practice, doctors often encounter the question of "save or not". For example, in The Extraordinary Doctor, Chen Hui, a new doctor, was on his way to the hospital for an interview when he met a little boy who was hit by high-altitude glass and was dying. Chen Hui judged that the little boy had pneumothorax and needed immediate treatment. He immediately ran to the convenience store, took the art knife, disposable gloves and Erguotou, disinfected it with Erguotou, and gave the little boy a closed chest drainage on the spot. This is a very thrilling emergency rescue. After all, the scene is not a sterile environment at all. Once the chest is opened in the street, the consequences will be unimaginable.

Every operation, the hospital has some procedures to follow. For example, the interns in the ward have no right to dispose, and the tracheotomy needs to be consulted. For example, the operation requires high environment. For example, some operations require the consent of family members … If the doctor violates these procedures-although the starting point is to save people, once the patient has any consequences, the responsibility will have to be borne by the doctor, and the family members may be brought to court, lose money, and may be dismissed. If faced with such a situation, should doctors "save people or protect themselves"? In dramas such as Thank You Doctor and Ask Your Heart, some doctors respect the process, while others think that saving people is the first priority-it is of course important to follow the process, but we can’t let it get stuck in life.

The hospital is a pure white world, but this does not mean that there is no calculation of interests or disputes between right and wrong in the hospital, and it does not mean that doctors and nurses have no selfishness. Where there is a workplace, there are "rivers and lakes", there is the distribution of interests, and there is a conflict between the collective and the individual. Welcome to Maile Village is a major theme of medical drama, but it cuts into the narrative with a grounded doctor’s interest dispute. Ma Jia, the first surgeon in thoracic surgery played by Jin Dong, thought that his professional title was assured and the position of director of thoracic surgery was also in the bag. Unexpectedly, in the end, "both ends failed." At this time, Ma Jia put personal interests first. His initial motivation for joining the medical aid team in Africa was not pure. However, in the process of aiding Africa, Ma Jia gradually realized the collective significance, recovered her initial intention of becoming a doctor, balanced the collective interests and personal interests, and achieved another personal growth.

Through the growth of doctors, the audience deeply realized the doctor’s dilemma, and then empathized with the doctor’s choice, and gained inspiration from it.

The Perfect Doctor: medical drama’s Ideal Call

There are growing doctors in medical dramas, and there is often a perfect doctor who is like a needle in the sea-he is the guide and role model for new doctors, and also medical drama’s imagination and call for ideal doctors.

The "perfection" of the perfect doctor is not the perfection of labeling and shouting slogans, but the firm guardian of their initial intention to become a doctor in the face of the temptation of interests. As a medical drama’s line said, "This is a cost-effective era. All relationships are evaluated by efficiency and interests, and responsibilities and obligations deteriorate into unreasonable sacrifices. Even public welfare and goodwill have to be knocked on the calculator." Even so, Do not forget your initiative mind, the ideal doctor, said, "You should have a conscience in medicine, have confidence in surgery, and be sincere to patients."

As early as 2010, Zhong Lixing, played by Xie Junhao, made many viewers unforgettable. He has superb medical skills, cold outside and hot inside, awe-inspiring justice, chivalrous and soft-hearted, broad-minded, and never gives in to money and power … He is the spiritual leader of many doctors, and he can always remain independent and sober in the face of cross-flow desires.

In Mind, Liu Chenxi played by Zhang Jiayi is also a perfect healer. He has always adhered to the principle of "benevolence and benevolence", but his own daughter is suffering from renal failure and is waiting for a chance to change her kidney. It is not that I have never met a suitable kidney source, but "any doctor will not give up saving lives because of other things before the operating table." In the face of more urgent rescue, the daughter’s kidney source is also "something else." Fortunately, one good deed deserves another. "Luck also has a name, called selflessness. If we live in an environment where everyone is for me, then I am willing to do it for everyone. "

In Welcome to Maile Village, Zu Feng plays Jiang Daqiao as a noble healer. Just after three years of border aid, he was duty-bound to join the African medical team when it needed him. Because of his dedication to the medical cause, he owed money to his family, his marriage broke down, and he finally had a happy time with his daughter and separated. But where the collective needs him, he always stands up without hesitation.

A perfect doctor is a major feature of medical drama made in China. Only under the socialist medical system can we have so many medical staff who are "particularly capable of fighting, suffering and dedication". Although the medical system still needs to be improved, and the contradiction between doctors and nurses still exists, the existence of "perfect doctors" always highlights the lofty sense of the medical profession and always reminds medical staff of their sense of mission-"doctors are the industries that make heroes."

Warm transmission: medical drama’s positive intention

Medical drama, which has been made in China for a long time, is often criticized by critics, who think that this type of drama is not worth shooting without explosions, or deny the progress of medical drama, which is made in China. Domestic medical drama, why is it difficult to explode?

The fundamental reason is that they weaken the contradiction. Specifically, medical drama’s "contradiction" has three aspects: first, the workplace contradiction between doctors, such as the struggle between factions and interests; Second, the contradiction between doctors and patients, which extends the "exposure" of the medical system; Third, through the patient’s sentient beings, it shows the suffering of ordinary families when they encounter diseases and reflects social contradictions.

The creator is not incapable of intensifying and amplifying contradictions. At the beginning of the new century, there was a medical drama whose main purpose was to expose the black, such as Behind the Red Cross in 2005. But this creative tendency is not worth encouraging. First, unlike private medical care in developed countries, China is dominated by public medical care, and the division of interests and factional infighting do not conform to the general situation of public hospitals in China. Secondly, under China’s medical system, doctors and patients are allies and comrades-in-arms. Enlarging the contradiction between doctors and patients and transferring the shortcomings of the medical system to doctors will not only lead to the occurrence of malignant cases such as medical injuries, but also lead to the loss of medical students, and the final consequence will be borne by patients. Thirdly, a serious illness does bring great suffering to ordinary families, but in a documentary like "On Earth" Chinese Doctors, we can still see the kindness, warmth and courage in suffering-this can bring strength to families troubled by the shadow of the disease. If medical drama exaggerates suffering and sadness, it will crush the inner defenses of some patients and their families.

Therefore, the domestic medical drama is not only an entertainment work, but also a social work, and it should have a positive intention-to eulogize the light, not to amplify the darkness; To bridge contradictions, not intensify them; To convey hope, not despair-even at the expense of drama and topicality.

Compared with making explosions, it is more important for medical drama to stick to the correct idea and convey more hope and warmth to the world. Medical drama, who has a good reputation in the past two years, has such a warm texture from Everything about Dr. Tang, White Castle, Ask Your Heart, Extraordinary Doctor and Welcome to Mai Le Village. It can understand the difficulties of doctors, and strive to popularize "doctors are not omnipotent" and "there are still too many difficulties in modern medicine", hoping that patients can get out of the cognitive misunderstanding of "spending money to cure" and reduce misunderstanding and hostility towards doctors.

They also saw the difficulties of countless patients. "There is only one disease in the world, called poverty disease." Some patients have neither medical insurance nor agricultural insurance, and once they are seriously ill, they will go bankrupt. How to improve the coverage of basic medical insurance? Uneven distribution of high-quality medical resources has objectively caused the burden on the top three hospitals, and it is also extravagant for outpatient doctors to fully communicate with patients. How to balance medical resources?

These warm medical drama, let us see the dilemma of both sides-this dilemma can not be completely eliminated for a while, doctors may still be very tired, and some patients will still be very bitter; These warm medical drama convey to us the courage to face, challenge and overcome difficulties-we must constantly solve personal problems through the optimization and improvement of the system; These warm medical drama encourage doctors and patients to put themselves in other’s shoes, care for each other and understand each other, so as to work together to overcome diseases. This is the glorious responsibility and beautiful pursuit of medical drama.

The charm of the game

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,

Beauty products are becoming more and more difficult to get out of the circle. What should brands do?

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.