Badminton class： at a glance! Concise version of badminton competition rules

count scores

1. 21 points system, 2 wins in 3 games is better.

2. Score system for each ball

3. In each round, the winner will get 1 point.

When both sides score 20 points, the one who leads the other side by 2 points wins the game.

When both sides score 29 points, the one who gets 30 points first wins the game.

6. The winner of a game takes the lead in serving in the next game

Rules of rest and changing sides between matches

1. In a game, when the leading side reaches 11, both sides have a 60-second break.

Between two games, both sides have a 2-minute break.

In the deciding game, when the leading side reaches 11 points, the two sides exchange venues.

Badminton competition rules singles

1. At the beginning of a game (score 0: 0) or when the server scores an even number, the server serves in the right half. When the server scores an odd number, serve at the left half.

2. If the server scores a point, it will continue to serve in the next round.

3. If the receiver scores a point, it will become the server in the next round.

Badminton competition rules doubles

1. Like singles, when the server scores an even number, the server serves in the right half. When the server scores an odd number, serve at the left half.

2. If the server scores a point, it will continue to serve in the next round, and the server will remain the same.

3. If the receiver scores a point, it will become the server in the next round.

4. If and only if the server scores, the two players of the server exchange the left and right halves.

Diagram of badminton doubles competition rules

A badminton doubles match, A&B vs C&D, is described below. At the beginning of the match, A serves first and C receives the service.

A description of the progress of the game score service area Serve & receive Winner diagram

Badminton competition rules: three strikes three.

Three against three, as the name implies, is three against three, so there are special rules and requirements in serving, standing and some playing methods.

The basic principles such as the position of serving and receiving should still follow the doubles rules of badminton. For example, when the score is even, the server stands in the right half and when the score is odd, the server stands in the left half.

1. Before the game, each team shall determine the first, second and third server and receiver, namely Team A (A1, A2 and A3) and Team B (B1, B2 and B3).

2. A1 serves, B1 receives.

3. B1 serves, A1 receives, and so on

4. After A1 serves and scores, A2 serves the next ball, that is, if Party A serves, A1, A2 and A3 serve in turn.

5. After B1 serves and scores, B2 serves the next ball, that is, if Party B serves, B1, B2 and B3 serve in turn.

Official ball

1. Sixteen feathers should be fixed on the ball support.

2. The length of each feather from the ball support surface to the feather tip is 62 ~ 70mm.

3. The top of the feather is round, with a diameter of 58 ~ 68 mm.

4. Feathers should be tied with thread or other suitable materials.

5. The bottom of the ball holder is spherical with a diameter of 25 ~ 28 mm.

6. The ball weighs 4.74 ~ 5.50g.

Badminton racket specifications

1. Badminton racket generally consists of racket head, racket shaft, racket handle and the joint between racket frame and racket shaft.

The length of a racket is no more than 68cm.

3. The length of racket handle and racket shaft shall not exceed 42 cm, the length of racket frame shall not exceed 25 cm, and the width shall be 20 cm.

4. The development direction of the racket: the weight is getting lighter and lighter, the racket frame is getting harder and harder, and the elasticity of the racket shaft is getting better and better.

Standard size of badminton court

1. The badminton court should be a rectangle, drawn with a line with a width of 40mm.

2. The color of the site line is preferably white, yellow or other easily recognizable colors.

3. All lines are part of the area it defines.

4. From the ground of the stadium, the net column is 1.55m high.

5. The net column must be firmly perpendicular to the ground, and keep the net tightly pulled.

6. The net post should be placed on the sideline of doubles.

7. Badminton nets should be made of dark high-quality strings, with evenly distributed squares with sides of 15 ~ 20mm.

8. Badminton net is 760mm wide up and down.

9. The rope or steel wire shall have sufficient length and strength, which can be firmly tightened and leveled with the top of the net column.

10. The net height in the center of the venue is 1.524 meters, and the net height at the sideline of doubles is 1.55 meters.

11. Both ends of the net must be fastened to the net column, and there should be no gap between them.

12. The length is 13.40m, the width of doubles is 6.10m, the width of singles is 5.18m, the diagonal length of doubles court is 14.723m, and the diagonal length of singles court is 14.366m..

Brief introduction of badminton team competition

Badminton team competitions include men’s and women’s teams, but team events are not Olympic events. The three famous badminton team competitions are Thomas Cup, Uber Cup and Sudirman Cup.

Thomas cup badminton.

Thomas Cup Badminton Competition is the highest level men’s badminton team competition in the world, that is, the World Men’s Badminton Team Championship, which was founded by the former International Badminton Federation in 1948. It is held every two years.

Uber cup badminton

The trophy of the World Women’s Badminton Team Championship (Uber Cup). Named after Mrs. Uber’s donation. Also known as the "World Women’s Badminton Team Championship". Uber Cup is the same as Thomas Cup. Before 1982, it was held every three years, and the competition adopted the best of seven games system. Since 1984, it has been held every two years, adopting the best of five games system.

Sudirman Cup

Also known as the World Badminton Mixed Team Championship, it adopts the best-of-five system and consists of five events: men’s singles, women’s singles, men’s doubles, women’s doubles and mixed doubles. It is the most important world competition representing the overall level of badminton, and is equally famous with Thomas Cup and Uber Cup. In 1989, the first Sudirman Cup was held in Indonesia. This competition is held every two years, with Thomas Cup and Uber Cup in even years and Sudirman Cup in odd years.

Badminton team competition rules

According to the rules of Sudirman Cup, there are men’s singles, women’s singles, men’s doubles, women’s doubles and mixed doubles. The order can be decided by both parties, but players can’t have both events, that is, they can’t participate in both events by themselves. Each event is the best of three games, with 21 points in each game. Best of five.

service fault

1. The ball is not served in the corresponding area.

2. The ball hangs on the net or stops at the top of the net.

3. The ball goes over the net and hangs on the net.

4. In doubles, the receiver’s partner receives or is touched by the ball.

Violate the rules during the game.

1. The ball falls outside the boundary of the field.

2. The ball passes under the mesh or net.

3. The ball didn’t cross the net.

4. The ball touches the ceiling or the surrounding walls

5. The ball touches the athlete’s body or clothes

6. The ball touches other objects or people outside the field.

7. When the ball is hit, it stays on the racket, and then it is dragged and thrown.

8. The ball was hit by the same player many times in one round.

9. The player’s racket, body or clothes touch the net or the support of the net.

10. Hit the ball through the net (when hitting the ball, the initial contact point between the racket and the ball is on the batter’s net side, except when the racket crosses the net with the ball).

Badminton service area

The effective area of singles serve is the blue area in the figure below.

The effective service area of doubles is the green area in the figure below.

Badminton half-court sideline

In singles, the effective range of the half-court sideline is the blue area in the picture below.

In doubles, the effective range of the half-court sideline is the green area in the figure below.

definition

1. Athletes: people who take part in badminton competitions.

2. A game: One or two athletes from each side is the most basic unit to decide the outcome.

3. Singles: A game played by one player from each side.

4. Doubles: A game played by two players from each side.

5. server: the party with the right to serve.

6. Receiver: the opponent who serves.

Start of the game 0 – 0 Right half-court serve A serves, C receives. A & B
A&B scores a point, A&B will change sides, A will continue to serve in the left half, and C&D will keep their respective half unchanged. 1 – 0 Left half serve A serves, D receives. C & D
C&D scored one point, and A B C D kept their own half unchanged. 1 – 1 Left half serve D serves, A receives. A & B
A&B scored a point and served at the right half. A, B, C and D kept their respective half unchanged. 2 – 1 Right half-court serve B serves, C receives. C & D
C&D scores a point and serves at the right half. A B C D keeps their own half unchanged. 2 – 2 Right half-court serve C serves, B receives. C & D
C&D scores a point, C&D will change sides, C will continue to serve in the left half, and A&B will keep their respective half unchanged. 2 – 3 Left half serve C serves, A receives. A & B
A&B scored a point and served at the left half. A, B, C and D kept their respective half unchanged. 3 – 3 Left half serve A serves, C receives. A & B
A&B scores a point, A&B will change sides, A will continue to serve in the right half, and C&D will keep their respective half unchanged. 4 – 3 Right half-court serve A serves, D receives. C & D

Domestic beauty cosmetics have accelerated their rise, and what will sustain their development in the future？

Chao news client reporter Liu Yixin

In 2023, the smoke of double 11’s war has gradually dispersed. However, this big promotion has changed the face of the beauty industry and re-defined: the domestic beauty leader topped the Tmall beauty and skin care list for the first time in the past six years; Competition in the industry has intensified, and scientific and technological strength has become an important starting point for major domestic brands to break through. The high-quality development of China Beauty Town has attracted the attention of the industry. Recently, at the 7th China Cosmetics Industry Leaders Summit held in the town, technology and innovation became a hot word.

The high-quality development road of China Beauty Town has attracted the attention of the industry. Photography He Weiwei

The beauty industry has ushered in a new pattern.Domestic brands accelerate their rise.

Although the GMV of double 11’s beauty category was only 78.6 billion yuan in 2023, and the data declined, the leading brands of domestic beauty products still performed strongly and made a qualitative breakthrough, which led to a brand-new pattern in the beauty industry.

In 2023, double 11 Tmall’s TOP20 Brand List of Beauty and Skin Care showed that Polaiya ranked first with GMV of 2.219 billion yuan, L ‘Oré al ranked second with GMV of 2.003 billion yuan, Lancome ranked third with GMV of 1.836 billion yuan, Estee Lauder ranked fourth with GMV of 1.566 billion yuan, and Winona ranked fifth with GMV of 1.286 billion yuan.

First of all, from the list, Polaiya advanced four places, becoming the first place, Winona ranked fifth, and entered the top five for the first time. Nature Hall advanced six places, ranking 13th, and Kerfumei, which did not enter the TOP20 in 2022, ranked 17th this time.

For consumers, ranking first or last is not important, but it has unusual significance for brands and domestic beauty cosmetics, which indicates that under the new beauty pattern, domestic brands have ushered in a new development stage.

Tang Xiujie, an analyst in the beauty and nursing industry of Zheshang Securities, believes that the results of this year’s double 11 promotion show that international brands have weakened, especially Japanese and Korean brands have fallen off the list, while domestic brands have accelerated their rise.

Looking back on the e-commerce promotion in recent years, before 2015, because international brands did not pay attention to online sales, the e-commerce platform was dominated by domestic products. However, since 2016, major international brands have successively settled in the Tmall platform and made efforts. After that, domestic brands gradually lost their dominance in the e-commerce platform. Especially since 2018, domestic brands have been at a disadvantage in e-commerce sales. For example, in Tmall double 11 from 2018 to 2022, the top three or even the top four in the beauty list are international brands.

Proya Hou Juncheng: Technological innovation leads the high-quality development of domestic products.

As the leader of domestic beauty products, Polaiya’s rise and breakthrough has become the industry benchmark.

At the China Cosmetics Industry Leaders Summit, Hou Jun, Chairman of Polaiya (603605.SH), told the story of how cosmetics enterprises can achieve scientific and technological innovation and quality development based on the company’s 20-year practice.

In the first three quarters of this year, Polaiya Company achieved a total revenue of 5.249 billion yuan. This is a milestone for the company. For the first time, Polaiya has become the largest cosmetics listed company in China in terms of revenue. During the just-concluded "Double Eleven" period, Polaiya brand won the beauty category of Tmall platform and Tik Tok platform, which not only broke the best record of Polaiya brand, but also created a new history of cosmetics enterprises in China. "This is consumers’ full affirmation of Polaiya." Hou juncheng said.

"In the past few years, we have continuously increased investment in scientific research, introduced a number of advanced R&D equipment and talents at home and abroad, and established close cooperative relations with well-known raw material suppliers, scientific research institutions and universities at home and abroad, and are at the forefront of scientific research and innovation of domestic cosmetics enterprises." Hou Jun shared some specific practices of the company in scientific and technological innovation with other big coffee companies.

At the recent 20th anniversary strategy conference, Polaiya Company also disclosed the situation of Shanghai R&D Center and Hangzhou Longwu R&D Center for the first time, showing the company’s scientific and technological strength to the public in an all-round and three-dimensional way. Obviously, the R&D Innovation Center and the International Academy of Sciences have become the innovation engines of Polaiya Company. The strategy conference also unveiled the company’s 20-year-old scientific research strength work-Polaiya Energy Essence, further improved the new Polaiya Energy Series listed in September this year, and committed to providing consumers with anti-aging root solutions. It is understood that Polaiya Energy Essence will be officially listed in January next year.

Freda Gao Chunming: Continuous innovation is the only way for brands.

"China cosmetics are entering the golden age of brand rise, and global cosmetics are entering China time." Gao Chunming, deputy general manager of Freda, made his judgment clear at the China Cosmetics Industry Leaders Summit.

Dr. Yi Lian and Dr. Ai Er, owned by Freda (600223.SH), are also outstanding domestic brands in recent years. The company’s performance has grown by leaps and bounds, from 221 million yuan in 2018 to 1.969 billion yuan in 2022, an increase of nearly eight times in four years.

"From the perspective of the history of global economic development, a world-class consumption center will surely breed a world-class brand." Gao Chunming made an in-depth study on the history of the world economy and cosmetics. For example, he said, L ‘Oreal was born when the European economy rose, Estee Lauder was born when the American economy rose, Shiseido was born when the Japanese economy rose, and Amore was born when the Korean economy rose. At present, the cosmetics market in China has become the second largest market in the world, and he predicts that a world-class cosmetics brand in China will be produced in the next 10 years.

However, it is not so easy for domestic brands to stand out as world-class super brands. "To become a world-class brand, first of all, your products must have long-term vitality." Gao Chunming believes that continuous innovation is the only way. Taking Dr. Ai Er as an example, he described how brands make efforts in demand innovation, technology innovation, raw material innovation, category innovation and channel innovation. The brand broke through the scale of one billion in four years, and created a new track for micro-ecological skin care.

Gao Chunming also discussed with big coffee makers in other industries-where are the opportunities for China cosmetics brands in the future?

"The biggest opportunity is hidden in non-customers, which is a new business opportunity." Gao Chunming said that why non-customers don’t buy your products is actually more worthy of attention than why they buy them, because it will provide opportunities for brand improvement. Now there is a tendency in the industry: excessive trust in big data and algorithms. Gao Chunming believes that this may make the brand narrower and narrower. Everyone only pays attention to the target customers, and there is a high probability that they will fall into homogenization competition. Gao Chunming believes that letting non-customers see your brand advertisements will increase the satisfaction of existing customers.

Deeply cultivate scientific research and innovation, and the race of "long-term doctrine" continues.

Deng Wenhui, an industry analyst of Guolian Securities, said that according to the double 11 list of Tmall Beauty Cosmetics and the data of many third-party organizations, in 2023, domestic brands in double 11 achieved a breakthrough from "quantity" to "quality". Deng Wenhui further analyzed that there are three reasons behind the new pattern of the industry. First, consumers are more rational in placing orders and emphasize cost performance; Second, domestic brands cultivate their own internal strength, constantly increase their scientific and technological strength, and build their own "scientific ecology" in terms of self-developed ingredients and raw material innovation; Third, under cultural self-confidence, consumers no longer blindly worship foreign brands.

Photo courtesy of vision china.

In this year’s double 11 Promotion, the exclusive self-developed ingredients are often the signboard of each family, and each family continues to tap the potential in raw material innovation. In July this year, the filing data of new cosmetic raw materials of the State Food and Drug Administration showed that more than 60 new raw materials had been registered, and most of them were reported by domestic enterprises, among which the number of anti-aging ingredients was the largest. Taking the new track of synthetic biology as an example, it soon attracted the layout of companies such as Huaxi Bio, Polaiya, Betani, Freda, Juzi Bio and Marubi Co., Ltd. The existing raw materials of biosynthetic cosmetics include hyaluronic acid, collagen, astaxanthin, ergothionine, ginsenoside, polypeptide synthesized by enzymes, arbutin and so on.

Zheshang Securities Tang Xiujie believes that the competition in the beauty industry is intensifying, and if domestic products want to stand out, hard manufacturing and soft power are indispensable. The R&D strength has been the focus of domestic beauty companies’ competition, and weak brands are prone to growth bottlenecks.

In terms of R&D expenses, according to the data of the third quarterly report of cosmetics listed companies, in the first three quarters, there were five companies whose R&D expenses exceeded 100 million yuan, of which China Hi Bio (688363.SH) was 277 million yuan, Betaine (300957.SZ) was 181 million yuan, Polaiya was 128 million yuan, and shanghai jahwa (600315.SH) was 1. Judging from the year-on-year growth rate, in the first three quarters, Betani increased by 44%, Polaiya increased by 32%, Freda increased by 25%, shanghai jahwa increased by about 10%, and Huaxi Bio increased by 0%. Judging from the amount, the R&D expenses of Polaiya and Betani in the first three quarters of this year have exceeded the whole year of last year.

In terms of the number of patents, Polaiya has 234 patents, 17 new patents and 18 new patent applications in the first half of 2023. Huaxi Bio obtained 395 patents, and 58 new patents were added in the first half of the year. These patented technologies mainly focus on functional sugars and amino acids. Bettini’s patents mainly focus on Yunnan characteristic plant extracts, which is also the company’s independent research and development technology. The company claims to have a number of core technologies and patents in this field. Freda has 31 patents in the first half of the year, and 37 new products have been developed and put into production. Shanghai jahwa didn’t disclose it in the first half of last year. Only in 2022, when the annual report was disclosed, 9 national authorized invention patents and 43 patent applications were added.

Analysts believe that domestic beauty brands focus on scientific research to build their own scientific and technological strength, which is a good start, but compared with international brands, the amount and duration of investment are far from enough. For example, L ‘Oré al’s R&D investment in 2022 is as high as 1.139 billion euros, about 8.8 billion yuan. Moreover, behind every heavy product like L ‘Oré al, there is a patent technology blessing.

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People who swim for a long time will have these four major changes in their bodies. How many do you know？

Swimming has become a standard sport in summer, and lying in a cold pool in summer is a great pleasure in summer! In addition to the comfort of cooling, swimming has several unknown benefits. Let’s take you to know about the benefits of swimming and related taboos today ~

Four benefits of swimming:

Step 1 lose weight

Swimming is one of the most effective ways to lose weight. Experts’ experiments show that the heat consumed by staying at 12 degrees Celsius for 4 minutes can only be consumed in 1 hour on land at the same temperature. The reason for such a big difference is that the density and heat transfer of water are greater than that of air, so regular exercise in water can gradually consume more fat and shape a more perfect posture.

2. It is beneficial to the recovery of chronic respiratory diseases.

Swimming can exercise the respiratory muscles such as pectoral muscle, diaphragm muscle and intercostal muscle, thus improving the ventilation function of the lungs and improving the efficiency of breathing. Proper swimming exercise is beneficial to the rehabilitation of patients with chronic respiratory diseases.

Step 3 strengthen your heart

As a horizontal exercise, swimming can not only make all parts of the body bear the same gravity, but also balance blood circulation and strengthen the heart.

Step 4 soothe joints

Different types of swimming movements can exercise the joints of the body. In addition, because the water has buoyancy when swimming, the legs are free from supporting the weight, and the main joints of the thighs can be relaxed and relieved.

Although swimming is good,But there are still a few points to pay attention to..

1. It is not advisable to swim for a long time.

The swimming duration should not exceed 1.5-2 hours. Because people stay in the water for a period of time, the blood flow on the body surface expands, and the skin turns from cold to warm. However, once they stay in the water for too long, the skin will gradually appear goose bumps and chills, which will have a certain impact on health.

2. It is not advisable to eat immediately after swimming.

Because swimming consumes a lot of fat and calories, there will be some hunger after swimming. However, eating immediately after swimming will increase the burden on the stomach and intestines, which will easily lead to gastrointestinal diseases for a long time. Therefore, you should rest for 1 hour before eating.

3. Patients with otitis media, dermatosis and acute conjunctivitis should avoid swimming.

There are a lot of bacteria in the swimming pool. If people with the above diseases swim again, it will not only make the original condition worse, but even spread the disease bacteria in the swimming pool, causing infection to others.

4. Pay attention to cleaning after swimming.

After swimming, you should take a bath or dry your body with a towel immediately, then drop Chlorella or boric acid eye drops on your glasses and clean up nasal secretions. If there is water in the ear, you should use "jumping on the same side" to discharge the water, so as to avoid the eardrum injury caused by hand digging.

Under the epidemic situation, the beauty industry entered the Warring States Period： Where is the outlet for brands with frequent price-breaking live broadcasts？

Every reporter: Zhang Xiaoyin Every editor: Wen Duo

The domestic cosmetics retail industry is gradually recovering.

According to the data of the National Bureau of Statistics, from January to July this year, the total retail sales of consumer goods nationwide decreased by 9.9% year-on-year, but the retail value of cosmetics products gradually recovered, with a cumulative year-on-year increase of 1%. In the previous quarter, the retail value of domestic cosmetics products once fell by more than 13%.

From the sharp decline to the gradual recovery, many beauty brands are trying to adapt to the special consumption environment: the head international brands have increased their promotion on the e-commerce platform, and the live broadcast room has become a "heavy place" for the marketing of major brands.

However, for the new Xiaomei makeup brand, the low-price strategy is obviously unsustainable. From the current fiery live broadcast industry, there are "sales myths" and "tragic rollover". Behind the rapid increase in sales, there are also hidden concerns about high return rate. How can beauty brands play the live broadcast card well?

Under the epidemic situation, one of the measures taken by many beauty brands to boost sales is to exchange price for quantity. Even for international brands with stable pricing, "promotion" has become something that has to be done now.

Jian Weiqing, president of Taomei Beauty Business Association, described this year’s beauty industry as "the Warring States Period". "The market competition is too fierce. We made an analysis during the’ 618′ period and found that the promotion efforts of mainstream brands this year can be said to be’ unprecedented’, especially the cross-border big brands. The shipment prices have plummeted this year, and many brands have dropped by 20% to 30% compared with previous years."

Zhongtai Securities related research report pointed out that during the "618" period this year, platform and brand discounts increased. On the platform side, the discount and duration of Tmall’s "6.1 Activity" were expanded and extended respectively. In terms of brands, the pre-sale prices of major items of international brands with stable pricing in "618" are close to last year’s "Double Eleven". According to the data of the research report, from the data of the "6.1 Activity", the sales of Tmall beauty products broke through 100 million yuan in one minute and 500 million yuan in 22 minutes that night. One hour after the opening, the sales of L ‘Oreal, Estee Lauder, Lancome and OLAY exceeded 100 million yuan. Two hours later, the sales of 61 beauty brands such as Estee Lauder, SKII and HR exceeded the whole day of last year.

Under the epidemic situation, the online transaction volume of international brands has increased significantly. In this regard, Tu Xian, the head of Taobao’s global purchase brand and supply chain, has the same feeling: "Under the epidemic, the growth rate of global purchase is very fast, reaching 30% to 40%, of which the fastest growth rate is the bonded mode, while the direct mail mode shows a downward trend. Because of the restrictions on leaving the country this year, our buyers can no longer run overseas, so our overseas direct mail business has dropped by about 13% compared with last year."

The figure further indicates: "From the perspective of the entire Haitao market, the growth rate of Haitao people is very fast this year. We predict that the number of people who pay attention to Haitao goods will reach 235 million this year. In the entire Taobao ecosystem, nearly one-third of the 800 million monthly users focus on overseas brands."

The figure also mentioned that affected by the epidemic, Taobao Haitao beauty market has undergone three changes: first, the consumption classification brought by segmentation, local care such as head and eyes have become the habitual demand after the epidemic, and the sales of nose paste, eyelash growth liquid, mask, hair dye cream and eye essence have increased significantly; Second, the beauty users are younger, and the generation after 00 and generation Z are the fastest growing groups of beauty consumption, with a per capita expenditure of 1713 yuan/year, far exceeding the traditional quality population after 80; Third, product ingredients exceed brand awareness and other factors, which has become the first choice for consumers to consider new products. More than 50% Haitao users will pay attention to the main functional ingredients of products when purchasing cosmetics.

With Li Jiaqi and other head anchors creating sales "myths", many company executives also walked into the live broadcast room to bring goods. Under the superimposed epidemic, physical sales suffered setbacks, and "live broadcast" became the key word of online sales of major brands, especially in the online beauty industry, where the original sales relied heavily.

Image source: vision china

In the past six months, many cosmetics brands have tried to seek new sources of growth. However, under the hot live broadcast, the repeated rollover of brand live broadcasts and the frequent price break of big-name cosmetics have also brought thoughts to enterprises: How long can the price war in the live broadcast room last? How do new and small brands get a slice of the pie from big names?

According to Zhang Mofan, the anchor of Red Man and the founder of Meimo Emore brand, many brands entering the live broadcast room hope to get short-term sales promotion through live broadcast, but ignore the high return rate behind the promotion. "In fact, we pay great attention to the long tail effect and commodity return rate in live broadcast. I think these can represent your brand. The ultimate goal of live broadcast should be to let consumers buy because of the brand, not because they are discounted today. However, during the live broadcast, I found that many brands are particularly anxious, and they will ignore consumer cognition and brand tonality, and only remember the transformation and promotion. Therefore, we will see many brands overturned in the live broadcast, because he did not lay the foundation of the brand itself, and immediately promoted it, relying on impulse consumption of consumers to temporarily increase sales, and finally the return rate was very high. "

In fact, although the low-price strategy of live broadcast can break through the sales bottleneck through the "hawking" of the red anchor on the one hand, on the other hand, many brands are beginning to worry that the low-price promotion used in the live broadcast room will have an impact on their own brand image.

Jian Weiqing, president of the Taomei Beauty Business Association, said: "Since this year, due to changes in brand ecology and the international consumer market, there have been many cases of brand price breaks in the industry, which actually has a great impact on small and medium-sized brands and retailers, because small and medium-sized brands are more dependent on the channels of small and medium-sized retailers. However, as small and medium-sized retailers, they don’t have the traffic of big brands, and the traffic of big brands is in the hands of mainstream platforms, super big anchors and absolute head-on operating companies. Therefore, if big brands go down to seize market share, small and medium-sized brands will be under great pressure. "

With the price reduction of big brands, where is the way out for the new Xiaomei makeup brand?

Image source: photo network

Jian Weiqing believes that it is not wise to spell the price for the new Xiaomei makeup brand. "Personally, I think it is necessary to stick to the price strategy, which is the lifeline of a brand. New and small brands must pay attention to it. If some big brands dive in price, it is only a short-term strategy. The price of big brands will dive in a short period of time, the brand will be wiped clean, and new clothes will be replaced. You can still go ashore, but if new and small brands follow suit, the C-end will label the brand as low-priced, so it is difficult to go back." Jian Weiqing said.

According to Huang Yong, the founding partner of Baojiehui Innovation Consumer Fund, if domestic beauty brands want to be unicorns, they need to aim at subdivided tracks. "From the past experience, in the field of beauty care, great companies, such as Durex and Weiting, are easy to appear on the subdivided track. Although the category is not big, if the brand becomes the champion on the subdivided track, the market is very big. From the current beauty care industry, I think the product combination of high-priced instruments and consumables such as beauty instruments and essence is the easiest to go abroad. " Huang Yong said.

In addition, Huang Yong said in an interview with national business daily that although beauty brands were affected in retail during the epidemic, from the perspective of the capital market, the popularity of investing in beauty brands remained unabated. "In the past, we saw domestic beauty brands with perfect diaries, flowers and other heads. In fact, this is just the beginning. From the overall trend, China’s beauty industry has been developing at a high speed, and the research and development and production capacity of domestic beauty brands have been improved, and now we can make good products. We predict that in the future, we will have cutting-edge domestic brands in various segments. At the same time, we believe that in the next ten or even twenty years, China’s Procter & Gamble, Unilever and L ‘Oreal will appear. " Huang Yong said.

Cui Jing, vice chairman of Cosme Beauty Group, expressed his optimism about domestic beauty products. He told national business daily that Cosme Beauty has launched a minimum order quantity of 500 as a beauty OEM. "According to our experience, in fact, local beauty companies in China often do better in localization than international brands. We hope to provide support to local beauty companies in China and reduce their trial and error costs by reducing the minimum order volume." Cui Jing said.

national business daily

Baseball home runs are increasing or partly due to global warming.

In recent years, the number of home runs in American baseball games has increased obviously, which is rumored by baseball circles to be related to the rising temperature. American researchers recently used data to speak, confirming that this statement has some truth. They estimate that global warming has helped major league baseball batters hit an average of about 50 more home runs each year.

Home run refers to the attack method that the batter runs through the first, second and third bases in turn and returns to home plate safely after hitting the ball from the other side. It is a very wonderful climax moment in the baseball game. According to NBC, from the beginning of American professional baseball in the late 19th century to 1993, there was only one season when each team hit more than one home run per game. Since 1994, only four seasons have not seen such a "grand occasion". In the history of professional baseball league, the top four seasons of home runs all appeared in 2017 and later years.

Researchers at Dartmouth College in the United States said in a peer-reviewed paper published in the latest issue of Bulletin of American Meteorological Society that they analyzed 100,000 games and more than 200,000 balls played by Major League Baseball from 2010 to 2019, and combined with weather conditions, stadium and other factors, they found that the probability of hitting a home run increased by 1.8% when the temperature rose by 1 degree Celsius.

According to data from the National Oceanic and Atmospheric Administration, the average temperature in June, July and August in the United States has increased by 1.1 degrees Celsius in the past 40 years.

According to researchers, the physics behind the relationship between temperature and home run is simple: when the temperature rises, molecules move faster and farther away from each other, thus reducing the air density, reducing the flying resistance of baseball and making it fly farther.

However, according to researchers’ estimates, from 2010 to 2019, climate warming made about 500 home runs, accounting for only 1% of all home runs. In contrast, non-climatic factors have a greater impact. Allen Nathan, a physicist at the University of Illinois, believes that the biggest factors are the ball itself and the stitching, as well as the batter’s physical quality, pitching angle and speed.

The researchers found that the impact of climate warming on home runs also varies from venue to venue. Home runs are more likely to occur in outdoor venues during the day than in dome stadiums where games are held at night.

The researchers also established a model to estimate the impact of different degrees of warming on home runs. Under the worst-case scenario, by 2050, there will be about 192 home runs in the United States every year, and by 2100, the number will increase to about 467. In a milder situation closer to the current climate change, by 2050, climate warming will promote about 155 home runs every year, and by 2100, this number will increase to about 255.

Source: CCTV news client

Playing badminton has many advantages, but do you know the three disadvantages？

Playing badminton has many advantages, such as losing weight, relieving eye fatigue, relieving cervical discomfort, cultivating sentiment, keeping fit, staying away from sub-health, and enhancing your jumping ability and reflection ability. The application of badminton doubles tactics allows you to learn to cooperate and learn team strength. At the same time, playing badminton also exercises your brain very much. However, playing badminton also has three major disadvantages, which are unavoidable. Do you know?

Disadvantage 1: Playing badminton hurts your knees. When attacking, whether you take off with two feet or one foot, the moment you land, it will increase the burden on your knees. When defending, your body’s center of gravity will drop into a semi-squat posture, which will also add a lot of pressure to your knees, such as the pace of surfing the Internet when you move forward, and stepping back, including all kinds of big strides, small strides, sideways jumps, and steps.

I believe that many badminton lovers have more or less problems with their knees. Here is a very effective way to relieve them. It is impossible to play badminton all the time in the arena. Generally, after a game, you will rest for five to ten minutes. That is, during the rest, you can find a wall to do static squatting. The method is to lean back against the wall, bend your thighs and calves 90 degrees, and your knees should not exceed your toes, so as to relax your knees for five minutes before playing.

Disadvantage 2: Playing badminton costs a lot of money, rubbing against the ground back and forth, and badminton shoes are more expensive to wear than usual sports shoes. This is an expense. The ball line is broken and needs to be replaced. With the improvement of technology, the number of cables is increasing, and the number of thread changes is becoming more and more frequent. This is an expense. The rubber is dirty and there is no friction, so it needs to be replaced. This is an expense.

The biggest expense of playing badminton is the loss of badminton. A barrel of 12-pack badminton can be used, and the price is around 50 yuan. A barrel of balls is normal for four days, and it is more expensive in winter. How to solve this shortcoming is to replace nylon balls that are resistant to playing. The World Badminton Federation has developed outdoor nylon balls that are resistant to playing, but they are not fully popularized!

Disadvantage 3: Playing badminton is a waste of time. After playing for an afternoon, the time passed unconsciously. When playing badminton, I was happy, turned over, and began to regret it after playing. Today’s report has not been finished, and today’s plan has not been made. Today, I agreed to play with my wife and son, but I forgot all about it. I can only apologize to my wife and children and then work overtime alone until the early hours of the morning!

I have seen a poster in a gymnasium, which is very domineering: don’t let your business delay playing badminton! I read it several times, and finally laughed. Playing badminton is a waste of time. Players who are equal to each other always want to have another match, and as a result, one game after another is endless. After several years, you may not be promoted or raised because of playing badminton, but you have gained health. When you see your once all-powerful boss, with six hands and seven hands, starting to draw eight characters,

Game Pass game leaked in December： Tomb Raider： Rise, Cry Out 6.

A few hours ago, Ruins and Ruins 2 landed in Game Pass, and now we may know more about the games that will join Microsoft’s subscription service in the first half of December.

According to the well-known promoter Billbil-kun, at least 12 games will be added to Game Pass Ultimate in the next few weeks, among which there are some famous masterpieces, such as Tomb Raider: Rise and Cry Out 6.

Other games mentioned are:

Steam World: Construction (12.1)

World war z z: the aftermath

Simulated goat 3

Storm City (PC)

Robot Colosseum

Heart of tin

《While the Iron’s Hot》

Soul of the North: Enhanced Edition

In addition to the above games, Billbil-kun also said that in December, Chivalry 2 and Reliable Express will also be added to the Game Pass Core.