The Scare of the Deep Sea: A Gift from the Hidden Front

  On October 22 nd, the spy war drama "The Scare of the Deep Sea" was launched, which announced that the third round of tribute drama exhibition officially entered a climax stage.

  This drama is based on the novel of the same name by well-known screenwriter Hai Fei. It is set in Shanghai in 1941. Under the sinister anti-Japanese war situation, Chen Shan, who lives at the bottom of the society, was selected by Japanese spy leader Araki because of his resemblance to military special agent Xiao Zhengguo, forcing him to become a Japanese spy and penetrate into Chongqing military system. In this process, Chen Shan was driven to fight against the enemy step by step by the resentment of the Japanese cruelty and the immortal national consciousness. Inspired by Zhang Li, an outstanding communist, party member, Chen Shan not only strengthened his belief in communism, but also completed many tasks gloriously and grew into a real communist fighter in the transformation of his identity between Shanghai and Chongqing.

  "The Scare of the Spy Wars in the Deep Sea" handed over a high-quality answer sheet with a strong lineup and in-depth plot, which attracted great attention from both inside and outside the industry.

  Chinese culture not only adheres to its roots, but also keeps pace with the times, which enables the Chinese nation to maintain firm national self-confidence and strong repair ability, and cultivate common feelings and values, common ideals and spirits. Socialism with Chinese characteristics’s literature and art in the new era presents an exciting new picture. In the past five years, the vast number of literary and art workers have adhered to the road of Socialism with Chinese characteristics’s cultural development, undertaken the new mission entrusted by the new era, clearly demonstrated the people-centered creative orientation, and created various excellent literary and artistic works. This year marks the 70th anniversary of the founding of New China, and nearly 100 tribute dramas have emerged in the literary and art market. In a series of dramas, The Scare of the Spy War in the Deep Sea has successfully attracted a large number of audience’s attention by its delicate portrayal of the national spirit and youthful expression of the plot. In the play, the revolutionary martyrs are described delicately. Their youth burning in the troubled times of the bonfire, like a thunder, awakened the national justice of a generation of Chinese people and ignited the light of the motherland. Like a flash of lightning, it illuminates the blood of contemporary audiences and inherits the immortal revolutionary spirit. Ruoyun Zhang, Angel, Adi, Sean and other young actors, who have both acting skills and popularity, have taken the lead in this drama, contributed excellent acting skills, and created a new model of "tribute drama+flow", which attracted a large number of young audiences. Ruoyun Zhang, Angel, Adi and Sean, several young actors, have proved their acting skills through unremitting efforts and many works that are deeply rooted in the hearts of the people, and have accumulated the love of a large number of audiences through their acting skills.In the online public opinion field, there are both "audience affinity", traffic and discussion, and several leading actors have naturally accumulated more attention.

  We should adhere to the people-centered creative orientation. The people are not only the creators of history, but also the witnesses of history, the "dramatists" and the "dramatists" of history. If literature and art want to reflect the voice of the people, we must adhere to the fundamental direction of serving the people and socialism. "Spy Warfare in the Deep Sea" focuses on ordinary but great ordinary people in different industries in a special era. They have different backgrounds, different degrees of acceptance of culture, and everyone’s fate has different trajectories. But in the eyes of the audience, watching the characters in the play is like seeing every ordinary person around us. In the process of escape, Chen Shan became a Japanese spy for her sister and family. In the course of the task, he and Zhang Li attracted each other because of their common beliefs, and finally recognized their beliefs and persistence. Finally, at the moment of national survival, they were willing to be a beacon of national awakening and rejuvenation. Love, affection, faith and national righteousness are intertwined, which together constitute that true and difficult historical cry. "The Scare of the Deep Sea" takes the audience to pay tribute to the revolutionary martyrs, eulogize the heroes of the times, and also alert the young people in the new era, always remembering history, Do not forget your initiative mind.

  Different from previous spy war dramas, The Scare of the Deep Sea takes a different approach, with Chen Shan being forced to become a Japanese spy as the creative perspective. The story is fascinating and meticulously depicts the mental journey of the characters, which not only highlights the great revolutionary spirit of the people of China, but also has far-reaching social education significance, enhances the modern audience’s awe of their ancestors, and triggers the inheritance and development of the spirit of struggle and dedication at present. (You Zijun)

"bride price loan" and "cemetery loan" are all kinds of "wonderful loans". The central bank: touching the bottom line of social public order and good customs

CCTV News:Buying a house requires a loan, and everyone has become accustomed to it; Now the cemetery can also get a loan. A few days ago, a cemetery in Kunming launched a "cemetery mortgage loan" with a maximum loan of 200,000 yuan and a term of 10 years.

According to the staff, this is a pure credit loan and no mortgage is needed. Male age+loan period is not more than 75 years old, and female age is not more than 65 years old. The down payment is 20%, and the loan interest rate is 9%. If there is a guarantor, you can also achieve a down payment of 0. If it is handled, it can be completed within one week at the earliest.

However, once this "cemetery loan" was launched, it caused an uproar. Finally, the bank announced that it would cancel the credit project and ended in a hurry.

Qiqi’s loan can be more than this one. Not long ago, the advertisement of "bride price loan" launched by Jiangxi Jiujiang Bank rushed to the hot search, and the related recommendation language made people stunned: "Don’t worry about the bride price, lend a stable happiness." The poster shows that the "bride price loan" can be loaned up to 300,000 yuan, up to one year, and the annual interest rate is as low as 4.9%, which is used for wedding travel, car purchase, jewelry purchase and so on.

After the "bride price loan" rushed to the hot search and triggered a hot discussion on the Internet, the supervision intervened in the investigation. At present, the bank issued an apology statement, saying that the person directly responsible had been suspended.

In addition to cemetery loans and bride price loans, there are down payment loans for buying a house, second child loans for giving birth to a baby, rent loans for renting a house, home improvement loans for decoration, beauty loans for medical beauty, travel loans for going out, and all kinds of wonderful loans give people the illusion that there are loans wherever there is demand.

In addition to loans for specific projects, there are also loans for different groups of people. For example, tailor-made gardener loans for teachers, reporter loans for journalists, angel loans for medical staff, chef loans for chefs and so on. As long as you have a demand, you can definitely find a loan tailored for you.

Instead of welcoming the expected enthusiasm, these fancy loans full of gimmicks attracted criticism from ordinary people.

Consumers don’t pay the bill, why do banks have so many wonderful loans? The reason is that in the past two years, with the suspension of offline cross-regional operations of small and medium-sized banks, the restriction of online cross-regional lending, and the sinking of consumer loans, the performance pressure has become increasingly heavy. Under the pressure of business, in 2021, products such as "bride price loan" and "cemetery loan" which are known to be controversial began to take off.

Yue Yunsheng, Secretary General of Rules and Regulations Committee of Beijing Lawyers Association:The starting point of a bank must be to increase its income, and what products the bank designs. I think this is understandable. The key is that the premise is to comply with the laws and regulations, and the key is to conform to public order and good customs. You can’t design some products that will corrupt the social atmosphere.

The data shows that these wonderful loans are indeed slightly higher than the annual interest rates of other consumer loans. For example, "bride price loan" can buy a car, and its loan interest rate is 4.9% per year, while the average annual interest rate of consumer loans for automobiles may be only about 3%.

In addition to making money, banks’ competition for consumer application scenarios is also the reason for the endless stream of exotic loans.

Experts said that some loan scenarios in personal consumption have been occupied, such as mortgage and car loan. Therefore, banks have to find consumer application scenarios and make loans bigger, so various names have come out.

It is undeniable that with the intensification of competition in the financial market, the pressure on some financial institutions, especially small and medium-sized banks, has increased sharply in recent years. While competing for market segments, there are also some small and medium-sized banks that choose to go sideways and play special gimmicks.

Yue Yunsheng, Secretary General of Rules and Regulations Committee of Beijing Lawyers Association:Now, some of them may be scratching their edge, that is, the so-called public order and good customs, which are relatively vague with legal boundaries and moral boundaries after all. At this time, in order to be unconventional or gain a certain competitive advantage, banks always have to innovate something. The so-called innovation, whether in terms of innovation or innovation in marketing methods, is aimed at serving the purpose of making profits. 

Wonderful loan "loan" does not come to consumption upgrade

What kind of problems are reflected behind these wonderful loans? Is it really to promote consumption upgrading, as the bank said?

Ms. Li from Changsha, Hunan Province, had a rhinoplasty operation in a plastic surgery hospital two years ago. At that time, due to the shortage of funds, the beauty hospital recommended her a "phased" loan platform.

According to the information provided by Ms. Li, her loan has been repaid in 24 installments, and all of them have been repaid at present. However, recently, she found that one of the two credit cards in her name had a reduced loan amount, and the other was directly suspended. After the investigation, I found that I had a serious bad credit record.

It is clear that the arrears have been settled, but there is an overdue amount of 5652 yuan on the credit transaction details, which makes Ms. Li puzzled.

Nowadays, there are still many serious consequences caused by beauty loans. Because Wuhan Xiaowang was unable to repay the loan after cosmetic surgery, he was taken by the intermediary to sell eggs and pay back the money.

I went to three hospitals in a row, and after 17 days of egg-promoting injections, the egg retrieval still ended in failure. When Xiao Wang came home, he felt unwell and suddenly fell into a coma, almost losing his life.

Micro-loans like this are everywhere in today’s society. An ID card and a mobile phone number can enjoy the treatment of advanced consumption, which seems to be convenient for the public, but it is hidden. 

Central Bank: Individual financial institutions launch "wonderful loans" to touch the social bottom line.

In response to these wonderful loans, the central bank also responded yesterday (1 ST). Individual banks challenged social pain points under the banner of so-called financial innovation, guided residents to over-debt, and touched the bottom line of social public order and good customs.

Zou Lan, director of the Financial Markets Department of the Central Bank, said that individual banks, under the banner of so-called financial innovation, challenged social pain points, guided residents to over-debt, touched the bottom line of social public order and good customs, and broke away from their duties of financial services to the real economy. In fact, the essence of this kind of loans is consumer loans, and individual banks promote customers by making gimmicks, which also reflects the lack of service capabilities of some small and medium-sized banks.

Director, Financial Market Department, People’s Bank of China Zou LAN:We should promptly correct practices that violate public order and good customs and run counter to the state’s major policies.

In 2016, the auto industry proposal of the two sessions took stock of the automatic driving ladder, and the oil price became the focus.

  [Global Network Comprehensive Report] The Fourth Session of the 12th Chinese People’s Political Consultative Conference will open at the Great Hall of the People at 3 pm on March 3, and the Fourth Session of the 12th National People’s Congress will also open on March 5.

  In 2016, two national conferences were held, and proposals on the automobile industry were also released. There are not only forward-looking proposals on autonomous driving legislation, but also proposals on people’s livelihood such as oil prices.

  According to the official news released by Geely Automobile, Li Shufu, member of Chinese People’s Political Consultative Conference and chairman of Geely Group, put forward three proposals at the two sessions: firstly, he suggested speeding up the legislation of autonomous driving; secondly, he cautiously and reasonably revised the law on the promotion of private education; and thirdly, he strengthened the tax management of e-commerce business transactions.

  Li Shufu believes that motoring has brought new challenges and opportunities to the development of China automobile industry. It is urgent to judge the possible problems in advance and make legislative plans as soon as possible. This is because the legislation on autonomous driving has become a new international concern, and because of the complexity and uniqueness of China, it takes a certain period to amend a legislation or industry regulations. Therefore, starting to consider the legislation on autonomous driving as soon as possible will help to establish the norms of autonomous driving industry in China, promote the healthy development of the industry and guide social investment. Moreover, with the establishment of relevant legislation and industry norms, it can maximize the promotion of related industries to achieve cornering overtaking on the international stage in the "Made in China 2025" grand strategy. 

  As for the content and formulation of autonomous driving legislation, Li Shufu believes that we should first study and analyze the current laws and regulations in China, identify and start to modify the relevant provisions that hinder the development of autonomous driving; Secondly, as a new technology, the final promotion of autonomous driving must be widely accepted by users; In addition, autonomous driving can achieve more significant social effects in solving traffic congestion and air pollution in large and medium-sized cities, and these areas are also in urgent need of autonomous driving; Finally, the development of autonomous driving requires comprehensive consideration of relevant industrial policies of legislation.

  Coincidentally, the three proposals made by Chinese People’s Political Consultative Conference and Baidu CEO Robin Li also involved policies and regulations on driverless driving.

  Li Yanhong said that driverless cars have great energy-saving potential, which has far-reaching significance in reducing traffic accidents, improving congestion, improving road and vehicle utilization, and can directly drive the rapid development of smart car aftermarket and other industries. At present, the development of global driverless technology is welcoming a new upsurge, and China enterprises are also actively deploying the core technology research and development and industrial application in the field of driverless. After years of accumulation, Internet companies such as Baidu have reached the international leading level in many key technologies of autonomous driving, such as traffic scene object recognition, high-precision mapping and positioning. However, compared with the continuous advancement of technology, China’s relevant laws and regulations still have a lot of room for adjustment for the development of driverless cars: on the one hand, the relevant industry standards, technical standards, laws and regulations and insurance of the existing automobile industry are not applicable to driverless cars; On the other hand, regulations on map content and surveying and mapping qualifications related to driverless cars also hinder the development of driverless cars.

  In response to this problem, Li Yanhong suggested in the proposal that China should pay attention to driverless driving at the national level, make top-level design and scientific planning for the research and development and industrial application of driverless technology, and revise and improve laws and regulations related to driverless driving as soon as possible, so as to provide institutional guarantee for the research and development, testing and commercial application of driverless cars.

  In addition to autonomous driving, which represents cutting-edge technology, people’s livelihood issues such as oil prices have also become the focus of auto industry proposals.

 

  The reporter learned from the official of Great Wall Motor that the proposal of Wang Fengying, deputy to the National People’s Congress and president of Great Wall Motor, involved topics such as ladder pricing of vehicle fuel.

  Wang Fengying analyzed the current development situation of automobile industry in China: the number of motor vehicles in China is close to 280 million, the number of private cars is over 140 million, and the number of cars per thousand people is about 117, which is close to the international average. Generally speaking, China has entered the automobile society in an all-round way. Moreover, China’s public demand for cars has not yet reached its peak, and the number of cars is bound to maintain a net growth of more than 10 million in the next 10-15 years. According to this trend, China will become a "country on wheels". By then, people’s mode of production and travel, choice of residence, urban and rural structure, lifestyle, leisure style, consumption structure and business model will also change. This change in the rhythm of social activities will also have a direct impact on social relations and other aspects.

  At present, there is still a big gap between China’s "soft" environment of automobile society, especially the car-using environment and developed countries. The poor convenience of car owners and the heavy tax burden of all links directly restrict the operation efficiency of the automobile society and are not conducive to the development of China’s automobile society.

  She pointed out a series of problems exposed with the growth of car ownership: the system setting of vehicle and vessel tax is unfair, which is not conducive to encouraging car owners to use less cars; The toll period of expressway is too long, which is beyond the reasonable scope, so it should be adjusted and optimized according to the urban development; The fuel price pricing mechanism is not linked to the intensity of vehicle use; The current vehicle annual inspection system is still unreasonable and there is a waste of social resources; Urban parking fee management is chaotic and inefficient, and the whereabouts of parking fees are unknown; Congestion fee collection needs forward-looking planning and corresponding legal and policy support.

  In this regard, Wang Fengying’s suggestions are: increase the intensity of vehicle use and optimize the vehicle and vessel use tax system; Clarify the social and operational attributes of transportation infrastructure such as expressways, scientifically allocate resources, and create a fairer and more standardized car environment for car owners; Taking the vehicle intensity as an important charging standard, this paper explores the ladder pricing system of vehicle fuel to guide users to reduce the vehicle intensity; Supervision and use of "internet plus" and other technical means to improve vehicle traffic efficiency and improve parking management efficiency; Carefully collect congestion charges, and the decision-making process needs to be open and transparent; Revise and improve the laws, regulations and policies related to car use to create a more convenient car use environment for car owners.

  As well as the oil price problem, there are also concerns about the new energy utilization of automobiles, the progress of energy conservation and emission reduction, and the process of green environmental protection. Recently, An Jin, deputy to the National People’s Congress and chairman of Jianghuai Automobile, said in an interview with the media that the most concerned issue is energy conservation and emission reduction.

  An Jin said: "This year’s two sessions, in addition to studying Premier Li Keqiang’s government work report, accurately grasping the development trend of the country and industry under the new normal, and combining the 13 th Five-Year Plan with enterprise development, my most concerned topic is energy conservation and emission reduction." At the beginning of the interview, An Jin briefly and directly introduced the focus of the two sessions this year.

  In Amgen’s view, there are at least two major issues in the adjustment of China’s industrial structure: innovation and green. A big country must have a high degree of innovation. If we can’t take the lead in innovation or catch up with it quickly, we can’t have competitiveness and the right to speak in the complicated political and economic environment.

  It is not difficult to infer that Amgen’s proposal will focus on the development of innovative technologies, green cars and energy conservation and emission reduction.

How to exercise? What sport? How long do you exercise? To prevent cardiovascular disease? Prevent sudden death?

Many people ask Dr. Wang, who advises us to exercise every day, so how to exercise, what exercise, how long to exercise and what matters to pay attention to are good for cardiovascular and cerebrovascular diseases.

In fact, the reason is very simple. Life lies in exercise. Think about the blood flowing in blood vessels. Is it that we sit still and the blood flows fast or that the blood flows fast after exercise? Is it easier to block blood vessels with fast blood flow or slow blood flow? Of course, this is just our thinking, and many problems still depend on objective investigation evidence.

First, a research report was published in the Journal of American Heart Association, and 149,000 people were followed up for nearly 10 years. It was concluded that people who sit for more than 8 hours a day have a 52% increase in death risk compared with those who sit for less than 4 hours, and sedentary people have an 80% increase in all-cause death risk compared with those who exercise! Sedentary people have a 107% higher risk of cardiovascular death than those who exercise! First of all, it is affirmed that no exercise significantly increases the risk of cardiovascular disease.

Second, on January 8, 2018, a study published in Circulation magazine showed that exercise can reverse the harm caused by sedentary heart aging and prevent the occurrence of heart disease. No exercise will cause the heart muscles to become stiff. Be careful that the muscles become stiff, your blood pressure will rise, and the ventricle will not be able to pump blood effectively. The worst case is heart failure.

Third, the United Kingdom conducted a study of 80,000 people, and observed it for 10 years, mainly to explore the relationship between different kinds of physical exercise and all-cause mortality. The research results show that swing sports, including team sports such as tennis and badminton, can reduce the level of all-cause mortality the strongest, which can be reduced by 47%. Swimming can reduce the death rate by 41%. Aerobic exercise, more refers to aerobic gymnastics, which can reduce the mortality rate by 36%. Compared with people who don’t exercise at all, running can only reduce all-cause mortality’s contribution by 13%. However, cycling performed even lower in this respect, only dropping by 10%. (Running and cycling also belong to aerobic exercise) The above research is to reduce all-cause deaths, that is, deaths caused by various reasons, and the mortality rate can be reduced through the above exercises; For reducing the risk of death from cardiovascular diseases, the top three are these three kinds of exercises.

These three studies tell us that the benefits of exercise on cardiovascular diseases, in fact, we have always encouraged aerobic exercise, that is, moderate-intensity sustained exercise, such as swimming, cycling, aerobics, running, playing badminton, etc. These exercises can be adhered to according to their own abilities and needs. 3-5 times a week, each time is not less than 30 minutes, and the heart rate is controlled at 170- one’s age. This heart rate is a relatively simple calculation method, which can be used as a reference. When we exercise, the heart rate is controlled at 170 times MINUS one’s age, so it is not appropriate to be too fast. Generally speaking, our maximum limit is 220 MINUS our age, which is the upper limit of our strenuous exercise, and it is generally not appropriate to exceed this heart rate. However, for the sake of cardiovascular health, moderate-intensity and persistent aerobic exercise is recommended, and strenuous exercise is not recommended.

Research shows that, in terms of the length of time, the best duration of each exercise should be between 45 and 60 minutes, less than 45 minutes, the effect is weakened, more than 60 minutes, there is no higher income, and many will have negative effects, 3-5 days a week, the effect is better.

[Dr. Cardiovascular King officially authorized the protection of rights defenders. Anyone who steals will be investigated for legal responsibility. 】 # Heart Hero #

# Breeze Plan #

Two out of 20 games with the highest IGN score in 2023.

The game lineup in 2023 is the most exciting for players in the past decade. With the maturity of Unreal 5 engine since 2023, PS5 and XSX/S consoles have officially entered the golden age, and many manufacturers have launched many excellent games. The three major console manufacturers all plan to release at least one blockbuster game this year, including Microsoft’s Starry Sky, Sony’s Marvel Comics spider-man 2 and Nintendo’s the legend of zelda: Tears of the Kingdom, supplemented by third-party game lineups, including Hogwarts Legacy, Resident Evil 4: Remastered Edition, Star Wars, Street Fighter 6, Diablo 4 and Assassin’s Creed.

The first quarter of 2023 has passed, and this quarter did not live up to the expectations of players. IGN rated 20 games that scored 8 points, including two 10-point games. Let’s see what they have.

Game list:

8 step:

1. The Heart of the Atom

2. "company of heroes 3" multi-person part

3. I wish you a good death

4. Meet the Creator

5. "Resident Evil: Village VR"

6. Son of Mori

7. Wild Heart

8. Wolong: The Fall of Heaven

9.《WWE 2K23》

9 step:

1. bayonetta: Origin

2. Dead Space: Remastered Edition

3. Arms of Fire: Combination

4.《Gran Turismo 7 VR》

5.《Hi-Fi Rush》

6. The Legacy of Hogwarts

7.《MLB The Show 23》

8. Pizza Tower

9. Rhythm Theater: Final Fantasy

10 step:

Galactic warrior Prime replica edition

Resident Evil 4: Remastered Edition

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