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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.

Still want to fight the Lakers? Tommy Tam talks about James again. The Rockets are ready and have the Splash Brothers.

This year’s offseason, the Lakers and Suns are the most active teams, and their lineups have been reinforced. Therefore, many fans believe that the western part of the new season will be a situation in which the Nuggets, Lakers and Suns are the top three. But in fact, there is still a team that we have neglected, that is, the Houston Rockets. In the past, there were three fewer Thunder and six fewer Rockets. They were Smith, Shen Jing, Ethan, Green, Amen and Whitmore. The Rockets are all talented and have too much potential to tap. For example, Whitmore, who is the MVP of the Summer League, was only the 20th overall pick in the draft. In fact, in terms of real strength, he is not worse than anyone in the top five overall picks.

It is not enough to rely only on young people. The Rockets understand this truth very well, so they also made two operations. First, they laid off Silas and hired Uduka. Last year, the Green Army reached the finals, which was led by Uduka. Uduka attached great importance to defense and was also good at tapping the potential of players. He was very suitable for coaching a team like the Rockets. Look at this year’s Green Army. After Uduka’s class, the Green Army’s defense could not be seen, and it was easily smashed by the Heat. Secondly, the Rockets also signed four veterans, namely Van Frith, Tommy Tam, Landale and Jeff Green. The joining of veterans can help young people grow up quickly.

After the end of the first round of G2 this year, Tommy Tam talked about James. At that time, he said, "I won’t respect James unless he cuts 40 points on my head." Tommy Tam’s remarks have caused a lot of controversy. Some people think that Tommy Tam is just a buffoon. James has been in the league for 20 years and is used to all kinds of storms. Tommy Tam’s behavior is just a trick in his eyes. But not long ago, Tommy Tam was interviewed. He talked about the Lakers again. Tommy Tam said: "I want to see my best self in Houston. I want to be better than last season and pay more. I am eager to play against the Lakers again. I don’t care how the outside world evaluates me. I want to beat the Lakers and LeBron (James). That’s it."

Tommy Tam’s meaning is obvious. First of all, he thinks that joining the Rockets is an opportunity for him, and he will have an explosion in the new season. Secondly, Tommy Tam is still unconvinced. He still wants to fight against the Lakers and James. He has to say that Tommy Tam really dares to say that he has been aiming at defeating the Lakers and James. It seems that losing to the Lakers this year has made Tommy Tam’s fighting spirit even higher, which is a good thing for the Rockets. In addition, Tommy Tam later praised Smith. He said: "I can’t wait to play with jabari (Smith). Our game styles are very complementary. I also talked with jabari for a while, and he can’t wait to start working. Our goal is the same."

Judging from Tommy Tam’s remarks, he is full of confidence in the Rockets in the new season. Tommy Tam believes that the Rockets will make great achievements in the new season, and he can also help the team make progress. In addition, Tommy Tam admired Smith Jr. very much. It is a good thing to have self-confidence, which is what the Rockets need most. In fact, in terms of lineup, the Rockets do have unlimited possibilities, such as Van Frith+Green, who are the splash brothers of the Rockets. Smith played well in the league this summer, and will only play better in Uduka’s hands in the new season. Shen Jing is known as "Little Jokic", with comprehensive ability and Ethan’s offensive and defensive integration. There is also Amen. His style is steady and mature, and his attack, defense and organization are impeccable. Whitmore is an underestimated rookie.

This rocket is really not simple. I dare not say that they can make it to the playoffs, but the possibility of getting a playoff place is extremely high. Don’t underestimate the fighting spirit of young people. At the same time, it is not difficult to lead the rocket to take off with Uduka’s coaching ability. Uduka was interviewed before. He said: "We have talked with all our players, and we have reached a common goal. We must cultivate the habit of winning."

AC Milan’s midfield configuration has fatal shortcomings, and it is necessary to reinforce the confrontation-capable experts this summer.

Competing for the Champions League next season will be the number one goal of AC Milan in the rest of this season. No matter for the future development of the team or the club’s financial income, the Champions League seat is an indispensable part. Moreover, this will greatly affect the investment and signings of management Maldini and Ma Sala in the transfer market this summer.

Compared with the front line and the backcourt, the position of the midfield is the most criticized by the Rossoneri this season. With the club’s current investment strategy and development vision, it is difficult to ask for both winning and beautiful scenes. Although the team can have some representative performances in the strong dialogue this season, it can’t control the situation frequently because of insufficient lineup reserves in the face of weak teams.

The combination of Ben Nasser, Tonali, krunic and Diaz in the middle is always in a state of ups and downs, and the confrontation ability often suffers losses on the court, which can’t cause enough trouble for opponents. If we can have a player who can fight and take on the dirty work, it will be a great boost to the Rossoneri’s midfield strength to liberate the strengths of Ben Nasser or Tonali.

Tonali is the most indispensable midfielder in Pioli’s team at present, who can attack and retreat, while others have certain shortcomings. Ben Nasser needs to be absent for a long time after being seriously injured, and his state is unknown. When he played with Diaz, because neither of them had an advantage, he was often regarded as the key target of attack by his opponent.

Although krunic, a tiger balm, can provide tactical functions in some cases, he can constantly make up for the position and coordinate defense in the backcourt, but once he needs to press forward or take on more offensive responsibilities, he can’t do anything about it. Combing and passing is not his strong point, and he can only contact his teammates through short-distance cross passes and return safe balls. The strength of players is obviously only suitable for the role positioning of rotation.

It may be the most appropriate solution to form an all-round balanced trio, so as to increase the personnel reserve and thickness of the lineup, and let head coach Pioli have more candidates with different tactical styles on the bench, and adopt different tactical arrangements according to different opponents to pursue further achievements.

The ultimate chat computer chats and finds that it has surpassed human beings. What will the future world be like?

Recently, there is a very hot thing called ChatGPT (Chinese is called chat generation pre-training transformation model). In fact, it is an AI artificial intelligence chat robot program.

It was born as hot as a supernova explosion, surpassing Apple, Google and Tesla. . .

So I also tried to chat with it for a day, looking for all kinds of questions and soul torture to see how this artificial intelligence is different from the previous one.

Chinese is an abstruse language, especially ancient Chinese, which is difficult for ordinary people to understand, let alone create.

So I gave GPT a question with reading+creation. The GPT answers as follows:

Preface to Linjiangxian-Tengwang Pavilion

The mountains and rivers here are also wonderful. The prosperity of the river table is beautiful! People who are on the outside are more lovely. If you don’t believe me, look at the height of this pavilion. There are clouds under the sky, and the water of the Yangtze River and the beach of white sand stones are fascinating. The people on the pavilion are so intoxicated that in the middle of the night, it seems that they can go straight to the sky, board the heavens and see the four seas.

However, I feel this way. As soon as I get here, I have deeply felt the culture of the river table, and its depth is as deep as the sea. Scholars, poets and singers, all have their own character and stand out from the rest of the world. Not only Huan Yi, Yang Zun and others, but also Shao Minghuang’s talents, Jin Dynasty and Tang Dynasty, all of them took advantage of this piece of land and became famous all over the world.

I have been admiring it for a long time since I lived here. Every desire to cultivate Tao Zhu, keep humble, in order to achieve. And repeatedly in the middle of the night, intoxicated with the joy of literati, listening to the talents of the group, quite emotional. Today, thanks to a visit, I paid a visit to this pavilion with reverence and opened a new chapter.

Linjiangxian, the name of the immortal, came here this time, like a fairy tour. Looking through your literature and listening to the words of literati, my heart is happy and I can’t help myself. The ink in the pen, unexpectedly from the initial sloppy, gradually to the magnificence, profound meaning, magnificent. It’s not surprising that it’s a one-step show.

Is to give it, spare time, come here. It’s not an insult to visit, nor is it a superficial move. If you want to talk about it, you can only encourage everyone with the origin of culture and the culture of Jiangnan. I hope that in the future, we can learn from each other and make progress together in cultural exchanges, so as to inherit the aspirations of our ancestors and achieve the great cause of Chinese civilization.

No typos or grammatical mistakes were found in the whole passage. The level has surpassed that of human (me) [covering my face]. . .

I found a math problem in the college entrance examination online, and GPT quickly gave an answer. . . I don’t know if there is anything wrong [covering my face] because I don’t understand anything except Chinese.

ChatGPT’s development company, OpenAI, has another professional AI painting program, Stable Diffusion, but it only supports inputting English prompts. If English is not good, there will be many difficulties in creation.

But now that I have GPT, I chat with it and tell it my own painting idea. Then I ask it for hints, and copy the hints into the stable difference, resulting in the following works. . .

There’s a dialogue in the 139th sentence of the comic book "The Demon Discharger at the End", which is a bit difficult. I’ll test it.

At the same time, compared with other translation software, GPT not only translated the literal meaning, but also showed the meaning it understood. . . Moreover, the dialog box of AI has no word limit, and it can translate an article, a contract or even a book.

program

GPT can also be programmed directly. I tell it the idea, and then it starts to "create" a game for me.

I wrote a large piece of code "beep beep beep beep beep beep beep beep beep beep beep beep beep beep beep beep beep beep beep beep beep beep beep beep beep beep beep beep beep beep beep beep beep beep beep beep beep beep beep beep beep beep beep beep beep beep beep beep beep beep beep beep beep beep beep beep beep beep beep beep beep beep beep beep beep beep beep beep beep beep beep beep beep beep beep beep beep beep beep beep beep beep beep beep beep beep beep beep beep beep beep beep beep beep beep beep beep. So the first game I created was born. . .

After a night of testing, I found that this GPT has existed in different dimensions compared with the previous artificial intelligence software (siri and the like) [stunned]

In fact, there are many things GPT can do, such as reading contracts, generating contracts, making PPT of tabular data, writing articles and writing scripts. . . Too much, too much. . .

ChatGPT was born only three months ago, and it is still evolving. Every question and answer is training and learning for GPT.In this regard, Google has issued a CODE RED alert, which is the first time in Google’s history, which is equivalent to a country being threatened by nuclear weapons. Major technology companies have said that they want to release their own AI products. . .

If a new scientific and technological revolution is coming, it must be an artificial intelligence revolution. I don’t know what the world will become in the future. I just hope that artificial intelligence can help human civilization evolve at a higher speed. (End)

Football News: Wei Shihao, Yan Dinghao and Li Yang are basically locked in the three towns.

Live broadcast on March 11th, according to Lu Mi, a reporter from Football News, three Guangzhou players, Wei Shihao, Yan Dinghao and Li Yang, were basically confirmed in the three towns of Wuhan, which showed enough sincerity in the process. After a long negotiation and waiting, three players were finally confirmed to join the team, which made the team more competitive. Under the current downward football market, the stable investment of the three towns and the AFC Champions League still have certain appeal to the players.