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In the new journey of comprehensively promoting the great rejuvenation of the Chinese nation with Chinese modernization, the most arduous and arduous task is still in the countryside. We must take multiple measures and take a multi-pronged approach. At the same time, we must strive to promote the integration of Chinese excellent traditional culture into the whole process of rural revitalization, and create a new field, a new model and a new rural style for the creative transformation and innovative development of Chinese excellent traditional culture.

First, deeply understand the significance of integrating Chinese excellent traditional culture into the whole process of rural revitalization.

Continue the Chinese context and promote the creative transformation and innovative development of Chinese excellent traditional culture. Adhering to the combination of Marxism and Chinese excellent traditional culture is another ideological emancipation, and it is also the basic principle and important method for Marxism to keep pace with the times and innovate and develop. The national conference on propaganda, ideological and cultural work clearly put forward the major requirements of "seven efforts", one of which is "to continue the Chinese context and promote the creative transformation and innovative development of Chinese excellent traditional culture". In the process of rural revitalization, the organic integration of Chinese excellent traditional culture into rural production, villagers’ life and rural environment construction can vividly show the vitality, times and practicality of Chinese excellent traditional culture, so that it can be highlighted in the broad field of rural revitalization.

Make overall plans to promote the construction of material and spiritual civilization in rural areas. Since the reform and opening up, China has persisted in liberating and developing productive forces through continuous and in-depth reform and development, which has effectively improved the level of economic and social development in rural areas. The strategic goal of building a well-off society in an all-round way in 2021 was a complete victory, and the Chinese dream of realizing the great rejuvenation of the Chinese nation was a decisive achievement. Stepping into a new journey and realizing rural revitalization in the new era, we should not only continue to liberate and develop productive forces, but also further promote the construction of spiritual civilization in rural areas, especially carry forward and develop Chinese excellent traditional culture and nourish the construction and development of rural areas with Chinese excellent traditional culture.

Help improve cultural soft power. The competition among countries in the contemporary world is becoming increasingly fierce. In addition to the contest of comprehensive national strength, countries are paying more and more attention to the effectiveness of cultural soft power construction. The promotion of cultural soft power should not only look outward and absorb the advanced cultural factors of the world, but also adhere to the subjectivity of domestic culture and carry forward and inherit the excellent traditional Chinese culture. At present, there are still 36% rural population in China, and 70% of the country’s tourism resources are distributed in rural areas. Many objective factors determine that the promotion of cultural soft power must pay attention to the construction of rural civilization. Promoting the integration of Chinese excellent traditional culture into the whole process of rural revitalization will help to enhance the subjectivity of Chinese civilization, show the traditional factors of Chinese civilization on the vast rural land, and enhance the people’s self-confidence and pride in Chinese civilization.

Second, the principle of promoting the integration of Chinese excellent traditional culture into the whole process of rural revitalization

Clear goal orientation. Integrating Chinese excellent traditional culture into the whole process of rural revitalization aims to unite people, gather strength and stimulate kinetic energy with Chinese excellent traditional culture, promote rural development to a higher level, help rural revitalization through cultural empowerment, promote all villagers to achieve common prosperity, narrow the gap between urban and rural areas, and promote urban-rural integration. Chinese civilization is profound and has a long history, including China people’s moral cultivation, food, clothing, housing and transportation, etc., and the outstanding factors are extracted and condensed, forming an excellent Chinese traditional culture. The values such as serving the public, serving the people as the foundation of the country, governing by virtue, innovating from the old, appointing people on their merits, integrating nature with man, striving for self-improvement, respecting virtues and carrying things, and caring for people and neighbors are the latest refinement and summary of the essence of Chinese excellent traditional culture. Integrating Chinese excellent traditional culture into rural revitalization means integrating the above-mentioned core contents into rural industrial development, cultural continuity, ecological protection and other aspects to promote the all-round improvement of rural construction.

Adhere to organic integration. Integrating Chinese excellent traditional culture into the whole process of rural revitalization is not simply copying the central policy, nor can it be simply and superficially embedded. Instead, we must thoroughly understand the essence of Chinese excellent traditional culture, grasp the essence, and strive to promote the comprehensive and systematic integration of Chinese excellent traditional culture into rural construction, adhere to the combination of direct embedding and infiltration, and make efforts in the layout of cultural tourism industry, the promotion of regional characteristics and the integration into the daily life of villagers. We will organically integrate Chinese cultural symbols into all aspects of rural production and life, so that villagers can fully perceive the importance and practicability of Chinese excellent traditional culture in their daily life, communication and sharing, and strive to build a beautiful countryside that inherits Chinese civilization, is full of historical connotations, is full of vitality and shows its unique charm.

Adhere to integrity and innovation. Adhere to the guidance of Marxism, vigorously carry forward the socialist core values, and promote the creative transformation and innovative development of Chinese excellent traditional culture in light of concrete conditions; It is necessary to combine the needs of the development of the times, dialectically absorb and comprehensively examine traditional culture, persist in facing the public and serving the people, and absorb the contents that are beneficial to the construction of socialist spiritual civilization; We should carry out cultural exchanges with a broad vision and an open mind, be good at drawing lessons from and absorbing the outstanding achievements of human civilization, persist in taking me as the mainstay and serving us, be good at absorbing in identification and digesting in absorption, and promote the Chinese excellent traditional culture to obtain rich nutrition through exchanges and mutual learning.

Third, the path to promote the integration of Chinese excellent traditional culture into the whole process of rural revitalization

Integrate into the whole process of rural industrial construction. Rural areas are vast and rich in natural resources, cultural resources and biological resources, which have unique advantages in the development of cultural tourism industry. It is necessary to give full play to the advantages of rural location and natural endowment, especially to strengthen the development of cultural tourism resources, deeply explore and explain the unique human history of the region and the village, explore the people-oriented ideas, public morality concepts and self-cultivation methods contained in local historical and cultural allusions, deeply develop and carefully design summer students’ summer camps, research activities, theme cultural festivals, etc., strengthen publicity through the Internet, and strive to turn green mountains and green hills into Jinshan Yinshan, and turn heavy history into development momentum; It is necessary to publicize and carry forward the culture of rural sages, extensively contact and convene rural sages, gather together for unity and development, encourage rural sages to make suggestions and suggestions for rural development, guide rural sages to invest in industries and develop their careers, and inherit the fine tradition of "returning to the roots" and "not forgetting their homeland"; Absorb the positive factors of "Tao, law and nature" and "harmony between man and nature", strengthen ecological environment protection in landscape design, ecological industry layout and traditional village protection, and realize the harmonious coexistence between man and nature.

Integrate into the whole process of villagers’ production and labor. Productive labor is an important aspect of rural life. Efforts should be made to promote the integration of Chinese excellent traditional culture into villagers’ daily productive labor life and guide rural people to deeply understand the important value of Chinese excellent traditional culture. In the process of rural construction, it is necessary to strengthen the propaganda and education of positive labor concept, guide villagers to establish the concepts of the most glorious, noble, greatest and most beautiful labor, and promote the formation of a correct labor concept of respecting labor, learning advanced and striving hard; It is necessary to dig deep into the historical allusions of self-improvement, hard work and unremitting struggle, set up a typical figure who strives for Excellence, pursues Excellence and creates first-class in practice, and strive to guide villagers to stand on their own feet and strive hard; It is necessary to strengthen labor education, focus on cultivating an environment that advocates labor, cultivate villagers to develop good habits of loving labor, hone the will quality of hard work, and forge the fine conduct of honest work.

Integrate into the whole process of building a good family style for villagers. Family is the most basic cell in society and the most stable unit in rural areas. The construction of excellent family style is closely related to every villager. Integrating Chinese excellent traditional culture into family style construction will help the villagers deeply perceive the vitality of Chinese civilization in their daily lives. Family virtues in the new era should adhere to respecting the old and caring for the young, equality between men and women, harmony between husband and wife, diligence and housekeeping, and mutual assistance among neighbors, strengthen publicity on family virtue story, and guide villagers to attach importance to family construction, family education and family style cultivation; Systematically sort out the fine family style, family rules, family training and village rules and regulations handed down from generation to generation in the local area, and make a new interpretation in combination with the development of the times; Repair and maintain local ancestral halls, and carry out family style education in combination with traditional festivals such as Spring Festival and Mid-Autumn Festival. Build cultural walls, cultural rooms and cultural squares in rural public spaces, carry out hand-painted graffiti and image design, and strengthen the publicity of famous works and classic works of family style such as "Ode to a Wanderer" and "Family Instructions of Zeng Guofan"; Concise the key indicators of family style construction in the new era, such as respect, equality, filial piety, unity, harmony, incorruptibility and diligence, and regularly carry out and select "the most beautiful family" activities.

Author: Zhang Xing, lecturer, doctor, School of Marxism, Central South University for Nationalities, Research Center for Ideological Education of Minority Students.

Fund Project: The phased achievement of the special fund project "Research on Central Legislation for Promoting National Unity in the New Era" (CSPT23016) for the basic scientific research business expenses of the Central University of South-Central University for Nationalities in 2023.

Source: Guangming Net

Baseball is not popular in China for the following reasons:

1. Low popularity: The popularity of baseball in China is far less than that of football, basketball and other sports. Due to historical reasons, the development of baseball in China started late and the mass base was weak. At the same time, baseball equipment is relatively expensive, which also limits the popularity of baseball.

2. Insufficient publicity and promotion: Compared with other popular sports, baseball is less publicized and promoted in China. As a result, many people don’t know enough about baseball, and their interest is naturally low.

3. Fewer events are held: the frequency of baseball events in China is low, so it is difficult for the audience to have the opportunity to watch high-level baseball games on the spot. This also makes baseball less concerned in China.

4. Lack of baseball culture: Compared with developed countries such as Japan, China lacks profound baseball culture. Without the support of culture, the popularization and promotion of sports will be greatly limited.

5. Low competitive level: China’s baseball performance on the international stage is relatively weak, which also leads to the low attention of domestic audiences to baseball.

6. Uneven development of sports industry: In China, the development of football, basketball, table tennis and other sports has been strongly supported by the government and enterprises, while baseball and other sports have been relatively neglected. This makes the development space of baseball in China limited.

In a word, there are many reasons why baseball is not popular in China, including popularity, promotion, event holding, cultural background, competitive level and uneven development of sports industry. To improve the attention and popularity of baseball in China, we need to start from all aspects, increase publicity, improve competitive level, cultivate baseball culture, and strive for more policy and financial support.

After two years, the game war between Netease and Ali started again.

On the one hand, Netease published a "good news", and the court ruled in the first instance that "Three Kingdoms Strategic Edition" constituted copyright infringement and compensated 50 million yuan. On the other hand, the "Three Kingdoms Strategic Edition" shouted from a distance: The game will continue to operate normally and appeal.

Screenshot of "Three Kingdoms Strategic Edition".

As both giants in the field of game market strategy, the grievances and disputes between the two major game IPS have been long. Friction and conflict between them have been buried deep in the hearts of the two families like mines.

As early as 2015, Netease launched "Land of the Land". In 2019, Ali’s Linxi Entertainment launched the "Three Kingdoms Strategic Edition". In the following four years, the two games fought hand-to-hand in the strategy game market, vying for player resources, aiming to dominate the segmentation field.

"The compensation of 50 million yuan is not only the highest amount of compensation for copyright infringement of strategic games at present, but also may have a great impact on the future development of the game market and the research and development direction of manufacturers." Ma Jing, an observer of the game industry, told the Beijing News Shell Finance reporter.

Winner means "Qian Jing" is vast. According to the gamma data report, the market size of head SLG (strategy game) will be close to 20 billion yuan in 2021. At the same time, the head effect of SLG category games has become more and more obvious in recent years. In 2024, the domestic SLG market will be able to break through the 40 billion mark.

Screenshot of Netease’s "Land of the Land".

Stand on the "ring"

"The court of first instance ruled that The History of the Three Kingdoms Strategic Edition constituted copyright infringement, ordered the other party to delete or modify the infringing content within 30 days from the date when this judgment became legally effective, and ordered the other party to compensate our company for 50 million yuan within 10 days from the date when this judgment became legally effective." Recently, Netease’s game "The Coast of the Land" was released, said Weibo.

Soon, the "Three Kingdoms Strategic Edition" also said in Weibo that "Netease’s request to stop the game was rejected according to law". At the same time, he said that the game will continue to operate normally, and some of the contents of the judgment will not be recognized and an appeal will be filed.

The two games went to court, which originated from Netease Leihuo Technology Co., Ltd., the producer of "The Coast of the Land" in 2021, accusing Guangzhou Jian Yue Information Technology Co., Ltd., the producer of "Three Kingdoms Strategic Edition", of "copyright infringement and unfair competition" and bringing a lawsuit to the court. In two years, the court finally made a first-instance judgment.

This is not the first time that "The Coast of the Land" has filed a lawsuit against "Three Kingdoms Strategic Edition", and even the predecessor of the game publisher has a close relationship with Netease.

According to public information, Guangzhou Jianyue Game Company, as the publisher of "Three Kingdoms Strategic Edition", was founded by Zhan Zhonghui, the former Netease COO, and was wholly-owned by Alibaba in 2017. Subsequently, the Jian Yue team changed its name to Linxi Entertainment and became an independent business group under Alibaba Group.

The dispute between the two sides can be traced back to April 2020. At that time, it was difficult for a large number of users to go online at the same time in the game "Land of the Land". At first, this incident was ignored by the outside world. Then, on a live broadcast platform, two users made a number of dissatisfied remarks about the players, which led netizens to think that the game project team members accused the players. Later, it was upgraded to the topic of "The people of the project team of" The Land of the Land "angered the players".

A few days later, the "Three Kingdoms Strategic Edition" advertising service company launched a number of "2020" on multiple platforms, and even the game project team operated the players? Who gave the courage "and other advertising materials for copywriting content. Netease filed a lawsuit to the court. In February 2022, Guangzhou Tianhe Court made a first-instance judgment on this case and found that the defendant constituted commercial slander.

In addition to disputes, the two sides have also confronted each other many times on "plagiarism".

In October, 2020, "The Coast of the Land" released a video publicly questioning that "The History of the Three Kingdoms Strategic Edition" was suspected of plagiarism in many aspects such as gameplay mechanism and animation, and gave the news that the court had filed a case. However, The Three Kingdoms Strategic Edition responded that there was no plagiarism.

The "Three Kingdoms Strategic Edition" has also given a corresponding counterattack. According to public information, Linxi Entertainment once brought Netease to court on the grounds of unfair competition disputes, copyright infringement disputes and network infringement liability disputes (reputation rights disputes).

"I feel that the two games do have similarities in the gameplay mechanism, but they are certainly not exactly the same." Player Liu Ke told the Shell Finance reporter, "In fact, the similar gameplay in the game market is mostly similar, such as MOBA (multiplayer online tactical competition) games, and the gameplay is basically similar. At the moment when the game breaks out, it is difficult to find two similar games that are exactly the same or completely different. "

"The reason why this incident was so concerned by the outside world. The compensation from 50 million yuan is not only the highest amount of compensation for copyright infringement of strategic games at present, but also may have a great impact on the future development of the game market and the research and development direction of manufacturers. " Ma Jing told Shell Finance reporter that "the judgment may trigger a copyright storm in the industry. Not only strategy games, but even in other categories, similar games that are subsequently launched may have potential infringement risks, and even the game system needs to be overthrown and redone. "

Seize the top spot in strategy games

As Liu Ke’s fingers slide, a group of cavalry slowly set out for the enemy country on the mobile phone map. After a few minutes, the system prompts you to encounter resistance from the other side. With a burst of swords and swords, the system once again prompts that victory has been achieved, and part of the other party’s resources have been successfully owned.

Liu Ke is playing an SLG (strategy game) game. In the game, he plays the role of commander, builds the city according to the map and resource management, and at the same time develops in a competitive strategy, tactics or alliance with other players, or competes for resources with each other.

According to public information, SLG games appeared many years ago. In the 1980s, Japanese game maker Glory Company successively launched games such as Kawanaka Island Battle and Nobunaga’s Wild Hope, bringing strategy games into the global player market. The "Civilization" game series that appeared in the 1990s pushed this game to a climax.

After entering 2010, with the transfer of the game platform to the mobile terminal, a variety of strategic games have emerged in the domestic mobile game market.

Interestingly, the story background of these games is mostly based on the Three Kingdoms period.

"The high popularity of the Three Kingdoms makes players familiar with the game background and general attributes. In addition, the historical background of’ standing side by side’ also fits the style of strategy games. " A domestic game manufacturer analyzed to Shell Finance reporter.

In October 2015, Netease, which saw the opportunity, officially launched "The Coast of the Land".

At this time, there are many strategy games on the market, and most of them use the background of the Three Kingdoms. The serious homogenization has caused no game to maintain its popularity for a long time. Naturally, "Land of the Land" was not favored by the outside world at the initial stage of its launch.

Unexpectedly, the game quickly became popular in the market with its novel gameplay and content, and even soared to the top 10 on the iOS download list, vaguely holding the first position of strategy games.

"During that time, many friends around me were addicted to games. Every day, I discuss how to arrange troops and how to attack the city. " Player Lin He recalled to Shell Finance reporter.

Just as "The Coast of the Land" is in the limelight in the market, the biggest opponent is quietly coming.

In September 2019, Ali’s Linxi Entertainment launched the "Three Kingdoms Strategic Edition", which is also based on the theme of the Three Kingdoms and also focuses on strategic style.

Although the admission time was late, The Three Kingdoms Strategic Edition swung a sword and cut into the market with "genuine authorization".

As early as 1985, Glorious Company launched the "History of the Three Kingdoms" game, and has since updated several generations of versions. In that era of end-tour, almost all young people who like strategy games have played this series of games, and the "Three Kingdoms Strategic Edition" was authorized by its IP when it was developed.

With the authorization of genuine IP and the support of producers, The History of the Three Kingdoms Strategic Edition has attracted the attention of many players. In addition to the new players who have arrived at the news, there are many old players who have switched to the camp. With the growing number of players, "The History of the Three Kingdoms Strategic Edition" came from behind and quickly caught up with "The Land of the Land".

A battle about the strategy game market is naturally inevitable.

Close combat:Star playerTake goods and rob players

Game between games, player resources become the core. The quickest way is to "buy".

The so-called buying volume means that the game is exposed in all major channels by buying traffic, so as to guide players to download and register the game.

In fact, after the publication of The Three Kingdoms Strategic Edition, a lot of resources have been invested in publicity. Large-scale investment in exchange for high-frequency exposure. In an interview, many players told Shell Finance reporter that for a long time, the "Three Kingdoms Strategic Edition" could be seen on various social platforms almost at any time.

In addition to overwhelming advertisements, the game also invited many star players to experience it, so as to attract powder by celebrity effect.

On the anniversary of the game in 2020, when Hugh appeared in the official live broadcast room, fans immediately poured in. When he shared his understanding of the game, he not only attracted fans’ curiosity about the game, but also won the resonance and recognition of the players.

"I have always been a fan of Hugh, and I learned that idols also became interested in it after playing this game." Player Wang Lei said, "Once you try, you will completely’ into the pit’, not only playing for a while every day, but also making many friends in the game."

After a combination of boxing, The Three Kingdoms Strategic Edition quickly gained a foothold in the market. According to seven wheat data, since its launch, The Three Kingdoms Strategic Edition has been stable in the iOS bestseller list TOP5 for a long time.

The opponent has a strong performance in the market and is seen in the eyes of "The Coast of the Land".

In the process of development for many years, "Land of the Land" has also chosen to buy more to increase its exposure, and has also held hands with star players to create momentum for the game.

In an activity, Go champion Ke Jie once showed his status as an old player, and said that even if the game was frequent, he would take time out to experience the game. Actor Yu Hewei served as the "tasting officer" of the game, and the joint game set off a craze for game video in bilibili.

"The star players invited by both sides are not traffic stars, and they all have strong cultural symbols." Ma Jing told Shell Finance reporter that "Hugh once played a resourceful role in nirvana in fire, while Yu Hewei played many versions of the TV series" The Three Kingdoms ",and their help fit the connotation of the game itself" strategy ".

In addition to the traditional advertising competition, the two sides have also played "cultural cards" to show their "orthodox" position in strategy games.

In 2020, "Land of the Rate" held "Land of the Rate College: Game Thesis Competition", and invited teachers from universities such as Peking University and Tsinghua as judges. According to public data, more than 4,800 college students participated in the team and produced more than 2,700 papers.

The "Three Kingdoms Strategic Edition" chose to spread the "Three Kingdoms Culture" in hand with the museum. Also in 2020, the game joined hands with more than 40 cultural and cultural institutions to select more than 170 groups of precious historical relics to launch the "Special Exhibition on Cultural Themes of the Three Kingdoms", so that players and cultural lovers can get a close look at the history of the Three Kingdoms.

In 2022, The History of the Three Kingdoms Strategic Edition and ten domestic museums jointly launched the "Three Kingdoms Tale Man Plan", inviting museum directors, experts and scholars to give professional explanations on the cultural relics of the Three Kingdoms, and at the same time inviting the audience to act as "cultural relics commentators" to record commentaries for the cultural relics, so as to promote the history and culture of the Three Kingdoms.

"The Coast of the Land" is naturally not to be outdone. In 2023, it announced that it would cooperate with Luoyang dingding gate Museum to record the historical records of players’ battles in the game into the museum, so that players can also feel the glory of "dominating the world" outside the game.

"As a game with a historical background, combining traditional culture not only gives fans a sense of identity, but also gains social recognition, thus making the game more familiar to more people." Ma Jingru analyzed and said.

The market broke out,The game has become“Cash cow"

The two game companies are killing each other, aiming at the monopoly in the segmentation field. After all, at the moment when the strategy game market breaks out, the head position is directly related to the game income.

According to the "Analysis Report on the Trend and Potential of China Game Industry in 2022" released by Gamma Data, the head SLG (strategy game) market will be close to 20 billion yuan in 2021. At the same time, in recent years, the head effect of SLG category games has become more and more obvious. In 2021, the products with the highest water flow gathered nearly half of the head SLG products. According to the data of China Commercial Industry Research Institute, in 2024, the domestic SLG market can break through the 40 billion mark.

The hot market is bound to benefit many game manufacturers. In order to expand IP popularity, manufacturers have joined forces with other brands across borders to attract more players in the circle.

Liu Ke was deeply impressed. He once saw the advertisement of "The Coast of the Land" on various social platforms. Even when he was chasing the drama, he saw the game advertisement exposed in the film. "At that time, I was watching" The Wind Rises in Longxi ". There are advertisements for games in the film. However, because each other is the content of the theme of the Three Kingdoms, they don’t feel abrupt, but they have an inexplicable sense of fit. "

"I often see cross-border advertisements of games." Another player, Han An, told the Shell Finance reporter that as a fan of "Land of the Land", he not only saw the games jointly signed with brands such as Zhang Fei Beef, L ‘Oreal and LU ZHOU LAO JIAO CO.,LTD, but also specially placed orders to buy related products. "Things in different fields create joint names, and there is an impulse to buy them home for collection."

In fact, the cross-border joint name of the "Three Kingdoms Strategic Edition" also does not lose opponents.

In September, 2020, The Three Kingdoms Strategic Edition announced that it had jointly held an offline anniversary celebration called "Hot Pot Heroes Club" with Haidilao, inviting 10,000 players to eat hot pot for free in Haidilao in 39 cities across the country. In addition, the game also launched cooperative products with brands such as Box Horse and Prizm Star Card.

During the period of FIFA World Cup Qatar 2022 in 2022, The Three Kingdoms Strategic Edition sponsored the Argentine national team, which not only became its "designated mobile game", but also invited Leandro Peterson, the brand director of the Argentine Football Association, and several players of the Argentine team to personally promote the game. With Argentina winning the World Cup, the game IP is also known by more players.

Cross-border co-branding has benefited "The Coast of the Land" and "The History of the Three Kingdoms Strategic Edition". In addition to making profits, the game has also attracted the attention of players from different circles.

Sensor Tower data shows that in April 2023, China App Store mobile game revenue ranking, The History of the Three Kingdoms Strategic Edition ranked fourth, second only to the glory of the king, Peace Elite and The Original God. According to Appmagic data, in 2022, the revenue of Land on the Coast was 161 million US dollars (about 1.13 billion yuan), and the revenue of Three Kingdoms Strategic Edition was 829 million US dollars (about 5.84 billion yuan).

"The continuous expansion of market segments will inevitably bring more powerful gold absorption capabilities." Ma Jing said, "After all, similar background setting and similar gameplay decide that both sides are under pressure to compete for the same market and user groups. In the case that everyone wants to be a’ brother’, the competition is naturally more intense. "

Beijing News Shell Financial Reporter Tan Che

Editor Wang Jinyu

Proofread Lin Zhao

Mammoth ball is a favorite activity of many people now, which is very helpful to all aspects of the human body, especially for women who lose weight. However, many people don’t know much about the benefits of playing badminton, so when choosing this sport, they need to know it well, so that they will know how to use it when choosing it.

What are the benefits of playing badminton? The following is a detailed introduction, which makes you have a good understanding of this kind of problems, and when you choose, you can also do it with confidence without any harm to your health.

Advantages of playing badminton:

(1) It is often necessary to inhale oxygen in a big way, especially after more beats and mutual mobilization, which is conducive to increasing vital capacity.

(2) Frequent explosive and changeable movements increase the flexibility and adaptability of the heart and joints.

(3) The pace should be orderly, and the hands and feet should cooperate to increase your overall coordination.

(4) Always catch the smash ball and the changeable ball, and take into account the position of your partner to play, and cultivate the flexibility of your eyes, that is, the ability to see all directions and listen to all directions.

(5) It is easy to cultivate feelings, learn skills and be very much in love, which is why there are so many couples on the badminton court.

(6) Cultivate you to spend money healthily, and don’t spend money on various bad hobbies such as eating, drinking, whoring and gambling.

(7) Be competitive and cultivate your indomitable spirit of never giving up until you reach your goal.

(8) Suitable for all ages, strong and weak. Strong opponents, you can learn; Even, playing happily; If your opponent is weak, you can practice your placement, skills and self-improvement.

(9) Addictive, always want to fight. Save yourself the trouble of lacking perseverance in order to "keep exercising".

Through the above introduction, I have a good understanding of the benefits of playing badminton, so it is a good choice for such sports. However, it should be noted that this exercise also needs to be carried out persistently, which will be very helpful for losing weight, and it is also best to have a proper rest after this exercise.

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Swimming and fitness, find out!

But do you really know enough about swimming?

As a qualified swimmer, you should not only have some opinions on technical movements, but also know a thing or two about swimming.

If someone asks you: Why is the fourth lane of swimming competition called the champion lane? Are you a little embarrassed that you can’t answer?

OK, today we are going to popularize some knowledge other than swimming skills and movements to help you "practice both inside and outside".

As we all know, the standard pool is 50m, and the semi-standard pool is of course 25m.

The width is 21 meters, while the Olympic World Championships require a width of 25 meters and a water depth of more than 1.8 meters. There are 8 lanes, each with a width of 2.5 meters, and the side lanes are added with 0.5 meters.

Both the standard pool and the semi-standard pool will be used as swimming pools, and the standard pool will be used in the world competition, while the world short-course championship will be held in the semi-standard pool.

The results of short-course swimming competition are faster than those of standard pool competition, because there is a speed blessing of turning and pedaling every 50m.

A soft rope with a pennant will be hung at both ends of the standard swimming pool. Generally, there will be brand words or logo on the flag, and many people may think it is an advertising flag.

In fact, it is called the 5-meter flag, which is set at both ends of the pool 5 meters away from the edge of the pool. Its function is to help backstrokers refer to the distance to the edge.

When you see the 5-meter flag, you will know that you are coming to the edge, and you can prepare to turn around or sprint. It acts as a reference.

Most swimming pools have a long black line at the bottom, which is the lane marking line.

At the bottom of the 50-meter-long pool, the lane marking line is 46 meters, and both ends are 2 meters away from the pool wall; There is a symmetrical horizontal line at both ends, which is 1 meter long, 0.2~0.3 meters wide and perpendicular to it.

The whole standard line is I-shaped, which reminds athletes to adjust their distance and turn around and pedal the pool wall.

The swimsuits and swimming trunks of the top players in the international arena are very expensive. The fiber products made of shark skin swimsuits can effectively reduce drag, and the price started at 5 figures, and then they were banned.

Today’s big brand "technology model" competition swimsuits are also between 3K and 5K, while hundreds of ordinary competition models don’t have much technology content.

Is such an expensive swimsuit because of its good quality and durability? Not really!

On the contrary, the service life of this kind of swimsuit is very short, and it will be invalid after about 10 times. The invalidation here is not broken, but its drag reduction performance and effect are greatly reduced.

The reason why it is expensive is that it can help athletes physically reduce drag in water. Through special materials and design, the resistance can be reduced by 1%-3%. Don’t underestimate this value, which is a matter of life and death in a short-distance race with a decisive victory of 0.01 seconds.

Fans who often watch swimming competitions should find that professional athletes wear two swimming caps.

First of all, the goggles of professional players are worn inside the swimming cap, which can avoid the swimming goggles from drifting into the water when diving.

Wear an extra layer of swimming cap to completely cover the first layer of swimming cap to reduce the resistance between the head and the water.

It says that the standard pool is 50m and 25m, but it will grow a little when the pool is actually built. Because electronic timing is used in professional competitions, it is necessary to install electronic timing boards on the walls of both ends of the pool, and the timing boards are thick, so it is necessary to leave room for installation. After installation, it will be 50m or 25m.

When the goggles are used for a period of time, the anti-fog layer will fail, and many people are troubled by the fog of the goggles in the water.

It’s a waste to get a new one so quickly. Many fans will buy antifogging agents, while professional athletes rely on licking.

There is something called atrial natriuretic peptide. When you swim, your body is squeezed by water, the veins of skin epidermis contract, blood flows back to your heart, the amount of effort increases, and the atrial wall is involved, so atrial muscle cells will release natriuretic peptide.

Atrial natriuretic peptide reaches the kidney through blood circulation, which will increase the generation of urogen, reduce the reabsorption of water by the collecting tube, and finally increase urine.

Therefore, when we are swimming, we often have urgent urination. Please go to the toilet!

Animals excrete in public places!

Most people in China learn to swim from breaststroke, and the initial breaststroke is really easy to learn and get started quickly.

However, the technical requirements of breaststroke in real competitive competition are very high, and there are many doorways in every movement of the wave frog. All professional athletes will tell you that breaststroke is the most difficult to swim.

Comparing the enlightened flat frog with the wave frog, it can be said that they are two completely different systems.

When professional players train, if they swim in line, no one wants to swim first, because it will be easier to swim with the front.

There will be a vortex behind the swimmer in front, and the swimmer in the back can catch the Shun Feng wave and follow the target reference at the same time, so it is more labor-saving to swim.

It’s like a leader in track and field and a broken bike, but my friends behind me, don’t touch my feet, okay?

There is really no need for a coach to get into the water except the initial stage when beginners learn to swim.

When you can’t swim, the coach needs to get into the water to ensure your safety, and at the same time give you a sense of psychological security and take you to experience the interaction with water.

When you start to control in the water, the coach will do the opposite.

Because you can’t observe all the movements of your body in the water, it is not conducive to helping correct mistakes.

At the same time, the coach’s demonstration underwater is not as accurate and clear as that on the shore, and the demonstration on the shore can also let you see clearly what part of yourself is wrong.

So, don’t complain about your coach’s lack of professionalism or professionalism because he doesn’t go into the water. You invited a coach, not an escort.

A few days ago, a fan said very ostentatiously: We change water in the swimming pool every week!

I just laughed and didn’t talk.

Change the water every week, and the boss is afraid to pay for it!

Nowadays, swimming pools have a circulation system, which filters the water outlet, discharges it at the water inlet, and circulates all the time to purify the water quality.

At the same time, regular drug precipitation, bottom absorption, and removal of impurities in water.

When it comes to changing water, it’s good to change it every six months, but it won’t all be changed, half of it will be taken away and half will be changed.

All water changes basically occur in the overhaul of swimming pools or seasonal closure.

Professional swimmers are basically five or five bodies, with long upper body and short lower body.

The basic requirement is that the arm span exceeds the height. The arm is like a boat’s sculls. The longer the arm, the longer the stroke distance, and the better the effectiveness.

Short legs (of course, not really short) can reduce the gravity of lower limbs and make the body better in the water.

Web swimming is a kind of swimming style in which you can kick the butterfly leg underwater without breathing.

A formal Asian Games event, but flipper swimmers didn’t practice flipper swimming from the beginning, and basically swimmers switched to other events to practice.

There are many options for swimmers to change events, such as triathlon, modern pentathlon, fin swimming, water polo and kayaking.

Many fans always complain that the temperature of the heated swimming pool is too low in winter, and they wish it could be more than 30 degrees.

The most suitable temperature of the fitness constant temperature pool is between 24 and 28 degrees. If the water temperature is too high, the body will collapse and the heart burden will increase during exercise, which is not conducive to health.

The water temperature in the swimming pool where professional athletes train will be lower because the exercise intensity is greater.

If you feel cold, don’t stand and chat, and this is not the place to take a bath.

The strength training of swimmers is very important, but it is seldom done.

The types of muscles developed by iron are not the same as those developed by swimming. Simply put, iron for body-building and bodybuilding produces massive hard muscles with great strength, while swimming needs strip soft muscles with better elasticity.

This point can be clearly found when we observe swimmers. They don’t have the big muscles of weightlifters, but they are all strip muscles with better lines.

Swimmers’ strength training is more of a resistance type, such as pulling confrontation exercises such as tensioners.

It is true that practicing swimming in adolescence can increase your height.

During the development of bones, the technical movements of swimming have been lengthening your body, such as the forward extension of freestyle and the forward slide of breaststroke.

Bones promote growth in repeated stretching movements. Similarly, basketball is the same, jumping and stretching.

But the weight loss effect of swimming is very general, and our article also talked about it separately before:

Although you don’t lose weight, the shaping effect is leverage!

For swimming, physical fitness accounts for 20%, and technology accounts for 80%.

Therefore, to learn swimming, we should first practice the technical movements, and then swim faster and faster by improving our physical fitness.

If you only pay attention to the growth of physical fitness and ignore the most fundamental technical movements, then your stage will be very small, your physical fitness will be limited and your skills will be infinite.

Physical fitness can be improved through silly practice, but technical movements can’t be done by swimming all the time.

The common waterline in swimming pools is not only used to separate swimming lanes, but also a designed wave breaker.

The function is to prevent water waves from forming bubbles and turn the swimming pool into a bubble pool.

Swimmers shave their hair, not just under their armpits, but all over.

This is to reduce the resistance in the water, which is said to be 2%. Professional athletes have done their best to reduce the resistance!

Why is the fourth lane the champion lane?

The final lane arrangement of swimming competition is set according to the preliminary or semi-final ranking.

Preliminary ranking: 1 2 3 4 5 6 7 8 corresponding

Lane arrangement: 4 5 3 6 2 7 1 8 lanes

The first place in the preliminaries will compete in lane 4, and the chances of winning the championship are higher, so it is called the championship lane.

1 and 8 are side roads, which will be affected by water waves bouncing back to the pool wall.

The individual medley, whether it is 200m or 400m, is ranked by butterfly and frog.

However, the four events of medley relay are ranked as the butterfly from the frog.

Because you need to consider starting in the water of backstroke.

In competitive swimming competition, triathlon recognized by professional athletes is: 200m butterfly, 400m medley and 1500m freestyle.

The physical energy consumption of these three competitions is very large, which is a limit test for athletes’ physical energy.

The training of these three major athletes is very hard. Here, we applaud veteran Sun Yang!

I tried my best to sum up the above knowledge about swimming for everyone. Maybe you know it, but there are definitely things you don’t know. Knowing more is also convenient for you to pretend … Sorry, it can also make you a more qualified and comprehensive swimmer!

Are you knowledgeable today?

With the end of 2023, we are about to usher in 2024 full of expectations. At this new beginning, we have carefully screened six excellent games that will be available in January 2024 for you. These games cover from fascinating ancient myths to exciting future sci-fi battlefields, to strategic role-playing and exciting fighting challenges. They are not only colorful, but also have their own characteristics. I believe one of them will fill your game gap in January 2024.

Prince of Persia: The Lost Crown.

• Issue date: January 18, 2024
• Game type: action adventure platform game
• Game time: Based on Persian mythology, players will be able to control time and space and experience unique and thrilling adventures.

The kingdom of fog lock (Enshrouded)

• Issue date: January 24, 2024
• Game types: survival, production, action RPG
• Introduction: The game combines the elements of survival, production and action RPG, set in a vast continent based on voxel construction, and players can freely explore and decide their own destiny in this open world.

Dragon among men 8

• Issue date: January 25, 2024
• Game type: RPG
• Introduction to the game: This novel is performed by two leading characters, Haruhisa and Kazuma Kiryu. The story takes place in a foreign country "Hawaii", which is a touching masterpiece in the series. The battle is more strategic, and new occupations and rich custom gameplay are introduced.

"Hidden Prophecy: Witch Stone" (Unforetold: Witchstone)

• Issue date: January 26, 2024
• Game type: sandbox CRPG
• Game Description: This is a sandbox-style CRPG, which has a deep and responsive influence system and allows players to shape the fate of the world. The background of the game is set in Kalsundia, which was built by Ed Greenwood, the creator of "Forgotten Country" in Dungeons and Dragons. The game will combine turn-based CRPG and sandbox features, and the player’s choice will bring lasting consequences, making the game world more real and vivid.

Tiequan 8

• Issue date: January 26, 2024
• Game type: 3D combat game
• Introduction to the game: As the latest work of "Tiequan" series, 32 characters will participate in the fierce battle, bearing the legend of the series of works and providing the strongest fighting experience in history.

Palworld/Phantom Beast Paru

• Release date: January 2024
• Game type: open world survival and making games
• Game Description: Baokemeng Game-In the vast world, players can collect magical creatures named "Paru" and send them to fight, build, farm work and industrial production to support multiplayer game mode.

These games represent different types and styles, and provide rich choices for all types of players. Particularly noteworthy is Unforetold: Witchstone, whose sandbox CRPG style and depth influence system provide a unique game experience, enabling players to influence the game world in an unprecedented way.

2022A&2023Q1, affected by epidemic situation, consumer psychology, traffic environment and other multiple factors, the sales of beauty cosmetics with optional & fast-disappearing properties are not ideal. The performance differentiation of listed companies has intensified; Online beauty products are shrinking and Tik Tok’s beauty products are increasing, but there is no obvious recovery offline. Looking forward to the second quarter, both the demand side and the supply side of beauty cosmetics are improving marginally, and the low base caused by the epidemic in the same period last year is superimposed, and the growth rate of the industry is expected to bottom out. However, due to the lack of driving force at the bottom, the recovery rate may be limited; Prefer stocks whose current growth can hedge the unfavorable factors of the industry.

▍ Performance is generally under pressure and differentiation is intensified.

1) Revenue & profit: the growth rate slows down, and the performance of high-quality leading players is tough. In 2022, the total operating income of six brand listed companies was 22.07 billion yuan/year-on-year+31.3%, with a growth rate of-16.7 pcts; Among them, the income growth rate of Polaiya (+37.8%/+14.3 pcts) and Juzi Bio (+52.3%/+21.9 pcts) increased against the trend.

2) In 2022, the total attributable net profit of six brand listed companies was 4.06 billion yuan/+11.0%, and the attributable net profit of Polaiya ranked first with a growth rate of 41.9%, and the profit growth rates of Huaxi Bio, Juzi Bio and Betani all exceeded 20%.

3) Gross profit margin: most of them declined, while Polaiya & Marumi rose against the trend, and the gross profit margin of Juzi Bio ranked first; The gross profit margin of Polaiya and Marumi shares was 69.7%/68.4% respectively, which was+3.2/+4.4 pcts year-on-year; Juzi Bio ranks first in the gross profit margin of all brand beauty listed companies with 84.4%.

4) Net interest rate attributable: most of them declined, while Polaiya rose against the trend. In 2022, the net interest rate of six brand listed companies increased by one and decreased by five; Among them, the net interest rate of Polaiya was 12.8%, which was +0.4pct year-on-year.

▍ Amoy’s beauty cosmetics contracted, Tik Tok’s beauty cosmetics increased, and the proportion of Tik Tok’s channels occupied online increased.

Industry perspective: 22 years of negative growth in Amoy beauty, 23Q1 decline narrowed; 22 years’ high growth of beauty in Tik Tok. 1) Amoy Department: According to the market intelligence data of Magic Mirror, the sales of beauty cosmetics of Amoy Department in 2022 was 280.6 billion yuan, with a year-on-year growth rate of-13.4% and-22.1 pcts; In 2023Q1, the sales volume of Amoy beauty cosmetics was 54.2 billion yuan, which was-12.7% year-on-year, and the growth rate was+1.6 pcts; 2) Tik Tok: According to the data of Mama Chan and Jumei, the sales of beauty cosmetics in Tik Tok in 2022 was 90.2 billion yuan, up+113.7% year-on-year; In Q1 of 2023, the sales of beauty cosmetics in Tik Tok reached 31 billion yuan, up+83.4% year-on-year, and the growth rate was +30.5pcts.

Corporate perspective: online revenue accounted for 57% ~ 91%, and the proportion of online channels in Tik Tok increased. In 2022, Polaiya Online accounted for 91%/+6pcts, of which Tik Tok accounted for about 15%+; Huaxi biological functional skin care products account for about 93%/+3 pcts online; Among them, Tik Tok accounts for about 31%/+14 pcts; Betaine online accounted for 81%/+1 pct, of which Tik Tok revenue accounted for 9%/+3 pcts; Giant biological line accounts for 57%/+15 pcts; Marubi shares accounted for 72%/+12 pcts online.

▍ Focus on creating classic big items and strengthening brand mind.

Local beauty companies actively increase their research and development, and empower them to create large items from many aspects such as raw materials and formulas.

Winona: Breaking the circle of "sensitivity+",consolidating the original superior items and creating a new generation of big items of the elite family;

Polaiya: The matrix of large single products has been initially built, and the strategy of large single products has been firmly implemented. New products such as Cloud Sun Protection and Double Anti-3.0 have been listed;

Run Baiyan: Brand mind is upgraded from basic moisturizing to technological repair, focusing on creating three series of barrier conditioning, light damage repair and time repair;

Quadi: Focus on eye cream and face cream to create an anti-aging mind. In April 2023, Quadi put on a new eye cream for young people (anti-eye cream);

Mibel: The main products are water and essence. In February, 2023, Mibel put on a new multi-vitality essence eye cream and a young age firming new muscle essence (3A purple essence).

Muscle activity: build large single products around brown rice series. According to the market information of magic mirror, in 2022, brown rice water single products accounted for 37.5%;

Marubi: continuously focus on eye and anti-aging products, mainly promoting the series of recombinant collagen and polypeptide red pens.

▍ New products have been put on record, and contents such as ingredient IP and "skin care formula" have been marketed.

According to the data of the State Food and Drug Administration, since the beginning of 2023, new products of local beauty listed companies have been put on record: 65 Marubi, 62 Polaiya, 55 Huaxi Bio, 38 shanghai jahwa, 20 Betani, 18 Giant Bio and 18 Lushang Development. The volume of recombinant collagen has increased, and Juzi and Marubi have launched high-potential new products with recombinant collagen peptide as the core component and increased their delivery to create explosions; The "skin care formula" extends from "early C late A" to "early P late R".

▍ Risk factors:

Post-epidemic recovery progress, insufficient willingness to consume, sustained recovery, etc. may have negative effects; Strict supervision or exceeding expectations; The progress of enterprise product development or approval may be less than expected, which will have a negative impact on performance.

▍ Investment strategy:

From the second quarter, both the demand side and the supply side of beauty cosmetics are expected to improve marginally. Adding to the low base caused by the epidemic in the same period last year, the growth rate of the industry is expected to bottom out. However, in view of the fact that the driving force of the industry has not changed substantially, the recovery rate may be limited. Judging from the third data such as magic mirror and mother, the growth rate of online beauty data in April has turned positive to a small positive growth; The situation of further recovery needs to be observed in the "618 Great Promotion" which started in late May. In terms of investment, there are many structural and individual opportunities.

Main line 1: Recommend companies that have outstanding comprehensive capabilities or are currently in the harvest period of change.

Main line 2: Recommend companies that adjust in stages, whose stock prices fully reflect the negative, and whose fundamentals are expected to improve marginally.

Main line 3: It is recommended to choose the right opportunity to lay out the air outlet track with outstanding technical advantages and good growth, but the stock price is affected by non-fundamental factors such as lifting the ban.

Main line 4: Recommend emerging sunscreen companies that are in the climbing cycle of capacity utilization rate, and actively expand into the field of personal care raw materials with broad growth space.

This article comes from a selection of brokerage research reports.

■ The third interview of the educator spirit in my heart.

Biography of characters

Zhang Yugun, principal of Heihumiao Primary School, Gaoqiu Town, zhenping county, Nanyang City, Henan Province. He has been rooted in the mountains for more than 20 years, and with his whole heart, he has illuminated the way for children in mountainous areas to study. In September 2018, Zhang Yugun was awarded the honorary title of "Model of the Times" by Publicity Department of the Communist Party of China. He has also won the honorary titles of "National Model of Lei Feng", "National Model of Teaching and Educating People", "National May 1st Labor Medal", "National Model of Dedication and Dedication", "The Most Beautiful Struggler" and "National Advanced Worker".

中国教育报：在新的时代背景下为什么要强调教育家精神？重要性何在？

Zhang Yugun:今年教师节前夕，习近平总书记站在实现中华民族伟大复兴中国梦，打造中华民族“梦之队”筑梦人的高度，从六个方面全面完整阐述了中国特有的教育家精神的核心要义，对广大教师和教育工作者来说，这是极大的鼓舞和鞭策。

教师肩负为党育人、为国育才，培养德智体美劳全面发展的社会主义建设者和接班人的特殊使命。我们生逢其时，重任在肩，要牢记习近平总书记的嘱托，坚定“躬耕教坛、强国有我”的志向与抱负，当好学生引路人。

虽然不是所有教师都能成为教育家，但是我们可以学习教育家精神，以教育家为榜样，将教育家精神作为引领，把教育家精神转化为执教的理想和追求，勉励自己成长。

中国教育报：弘扬教育家精神对于加快推进教育强国建设有何重大意义？

Zhang Yugun:教师在教育强国、科技强国、人才强国建设中肩负着光荣使命与重大责任。这个世界上，没有哪个职业像教师这样，一头托举着家庭的嘱托，一头承载着民族的期望；没有哪个职业像教师这样，一头牵挂着“小家”的今天，一头连接着国家的未来；没有哪个职业像教师这样，在一代代人的成长中，担当起人类灵魂工程师的天职和重任。

Teachers are the foundation of education. Educator spirit guides the growth of teachers. As a people’s teacher, whether in the city or in the countryside, we should use our enthusiasm, perseverance and wisdom to cultivate the next generation and light up the children’s future. As an important supporting force for rural revitalization and talent training, rural teachers are the cornerstone of rural education development. On the new journey of building an educational power, rural teachers shoulder the mission, have great responsibilities and have great potential. I believe that under the guidance of educator spirit, rural education will be more energetic and the future of rural children will be better.

China Education News: Please talk about the value connotation of educator spirit with your work experience.

Zhang Yugun:What I feel most deeply in the spirit of educators is "the loving heart of loving students and being willing to contribute". Students are the hope of the country and the nation, and also the hope of every family. As teachers, when we choose this profession, we should be responsible for our students and shoulder the future of our country and nation. We should not only teach but also enjoy teaching. We should care for every student wholeheartedly, and care for the healthy growth of students with our hearts and feelings, so that children can come to school happily, learn knowledge in a down-to-earth manner and grow into talents step by step.

I’m from the mountain, and it’s not easy to know Shanliwa. In 2001, I just graduated from Nanyang No.2 Normal School. The old headmaster of Heihumiao Primary School pointed to a stove at the back of the classroom and said to me, "Jade roll, mud bricks can be used for ten or eight years at most." Every word we teach students to recognize can last a lifetime. " Going out of the mountains, changing fate and living a good life are the dreams of mountain people for generations. I know that if we want to eradicate poverty and change our destiny, we must start with education. The children’s eager eyes for knowledge made me determined to stay. As long as the children are there, the school is there.

At that time, there was no road in Heihumiao village. From the village to the town, it took more than ten hours to walk along the path trodden by cattle and sheep on the ridge. I can only pick books, textbooks, vegetables and rice for the children by relying on a pole. Later, the road leading to the outside of the Black Tiger Temple was repaired, and we went to town to buy rice, buy food and pull teaching materials for the school. We no longer had to shoulder the burden, and our life was getting better and better.

Since the 18th National Congress of the Communist Party of China, the Black Tiger Temple Primary School has undergone earth-shaking changes. From the arduous journey of "a broken table with a dozen local children sitting in it", now there are all kinds of teaching buildings, dormitory buildings, restaurants and multimedia teaching equipment, and the hardware facilities have basically caught up with the standards of public schools in the city. School clubs are also more colorful: not only table tennis, badminton, art and music are available, but also "fashionable" clubs such as piano and speech eloquence have opened up! More young teachers are willing to stay here to teach, and every year, groups of teachers come to teach.

Thanks to the party and the government for their strong support and investment in rural education, so that more children can benefit, embrace the bigger world and realize bigger dreams-this is also where my teachers and I feel a sense of accomplishment and happiness. I am willing to do my best to practice the spirit of educator, do my part for my hometown and contribute my modest contribution to my motherland.

China Education News: What is the only way to become an educator? What do you entrust to young teachers?

Zhang Yugun:Practicing the spirit of educator is an important foundation and the only way for primary and secondary school teachers and principals to grow into educators. Black Tiger Temple Primary School is deep in the mountains. When there was no highway from the town to the school, the old principals could only pick books, teaching materials and learning AIDS with a pole. When I got to school, I took the pole from the old principals and carried books and students’ daily necessities into the mountains. The example of old teachers has taken root in the hearts of young teachers, so on the road of education, even if the environment is hard, the spirit is always rich.

Educator’s spirit made me clear my goal in life once again: I would like to be a bright moon on the 18-bend mountain road to illuminate the way for children to walk out of the mountains. Nowadays, the horn of rural revitalization has sounded. Promoting rural education revitalization is not only an inevitable link to promote rural revitalization, but also an important measure to realize the great rejuvenation of the Chinese nation. The revitalization and development of rural education can not be separated from the unremitting struggle of rural teachers under the guidance of lofty ideals and beliefs. It is hoped that the vast number of rural young teachers will firmly adhere to their ambition and ambition of "cultivating the teaching field and strengthening the country with me", continue to base themselves on the rural land, take root in rural education, promote the improvement of rural education level and the growth of rural children, and provide important assistance for promoting educational equity and rural revitalization. Under the guidance of the educator’s spirit, I will also strive to build an educational highland in the depths of the mountains, be a good dream keeper for rural children, guide rural children and build good dreams, so that every child can have a chance to shine in life, walk out of the mountains with dreams, feed back to his hometown, and make a modest contribution to the construction of a strong educational country.

Together with thousands of rural teachers, we will stick to the initial intention of education and shoulder the mission of educating people, so that the spirit and strength of model teachers can be passed down from generation to generation.

China Education News, 4th edition, November 18th, 2023.

Author: Our reporter Ren He interview finishing

Yixian e-commerce has held the pause button pressed by the economy.

On the evening of November 22nd, Yixian E-commerce disclosed its performance report for the third quarter of 2022: The announcement showed that Yixian E-commerce achieved revenue of 858 million yuan in the third quarter.

Yixian e-commerce can almost be regarded as "one of the most incredible Internet companies in China".

The first is incredible. In the fast and unbreakable Internet competition in China, Yixian E-commerce completed its revenue from 0 to 3 billion yuan in only three years, which is the fastest brand in the history of China cosmetics industry.

The second incredible thing is that in the beauty field dominated by international giants, many brands, such as Perfect Diary and Little Odin, owned by Yixian E-commerce, have created explosions that are representative of the industry.

In the past, the outside world paid more attention to the growth rate of Yixian e-commerce, but ignored its efforts in product strength and strategy.

What is the growth way of Yixian e-commerce to hold the cycle?

Nowadays, in the beauty marathon, who has the endurance and determination to run the whole course?

Overall, the enhancement of hematopoietic capacity and the improvement of development resilience are the core keywords of this financial report.

At the beginning of this year, Huang Jinfeng, the founder of Yixian E-commerce, said frankly at the company’s internal meeting: "2022 is a very critical’ year of transformation’ for Yixian E-commerce, and we need to focus on hematopoiesis and transformation."

Under the impact of the epidemic, brands are facing great challenges, consumer habits on the demand side and public consumption awareness will also be reshaped, and demands for product quality will rise.

Yixian e-commerce has developed "muscles" in overcoming these challenges.

As can be seen from the financial report,In the third quarter of 2022, the focus of Yixian e-commerce is no longer the opponent, but how to strengthen its own advantages and achieve "reducing blood fat and increasing muscle".

What are the highlights of this financial report? Let’s draw a key point together.

1. Play combination boxing more decisively.

In the past, Yixian e-commerce was always equated with the perfect diary, but in fact Yixian e-commerce not only has a perfect diary. The data in this financial report is very telling:

The skin care business maintained a strong growth momentum, with revenue of 269 million yuan in the third quarter, a year-on-year increase of 33%, accounting for 31.4% of the total revenue; Among them, three mid-to-high-end skin care brands, including DR.WU Daerfu, EVE LOM and Galénic, saw their revenues increase by 69% year on year.

You know, high-end skin care and mass skin care are one of the hot tracks in the beauty market in the past two years.It is also a key step for Yixian e-commerce to "play high-end".

Looking back, Yixian E-commerce has successively acquired high-end skin care brands Kelanli Galénic and Eve Lom in high profile, and won the business right of efficacy skin care brand DR.WU in Chinese mainland, which is already being laid out.

Holding a high-end brand in one hand and the ability to create explosive products in the other, Yixian e-commerce did not live up to expectations.

Galenic, a high-end skin care brand, cut into the anti-aging track with the new platinum "Xuezao" essence, and the double eleven ranked in the top five of Tmall’s import essence hot sale list. The single product "Anti-oxygen No.1" VC essence double eleven achieved a sales increase of 580%, ranking the new brand Top1 of Tmall.

EVE LOM, a luxury skin care brand, is committed to continuously consolidating the mind of the SPA brand. Together with Harold Tea Room, it launched afternoon tea with the theme of "Secret Manor".

In terms of products, create a new 3R constant gold essence and cut into the core anti-aging track. This year’s double eleven ace single classic cleansing cream won the first place in Tmall’s high-end makeup remover. The brand as a whole has achieved steady growth in China and overseas markets.

This means that Yixian e-commerce has mastered a set of mature and reusable growth methodology. After starting with cosmetics products, Yixian e-commerce’s "second growth curve" has taken shape.

2. More decisive market play.
Once again, you can find an interesting thing by breaking and disassembling this financial report:

In the third quarter of 2022, the total operating expenses decreased by 33.1%, from 1.28 billion yuan in the same period of last year to 857 million yuan; Sales and marketing expenses were 564.8 million yuan, compared with 911.3 million yuan in the same period of last year, which was also shrinking.

This represents that at the critical moment of strategic transformation,Yixian e-commerce has a more decisive market play, and strives to make every penny spend on the cutting edge.

For example, during the Double Eleven period, the sales of Pink Bear Pico Bear X Sanliou co-branded products exceeded 20 million, ranking top 1 in Tmall’s lip glaze sales list; The sales volume of explosive silkworm pens in Odin, Jr. exceeded 10 million, and it became the list of explosive products of eyeliner of silkworm pens in Tik Tok and the category TOP1 of silkworm pens in JD.COM.

The data shows that during the reporting period, many of its brands have made outstanding achievements on the Tik Tok platform, and the live broadcast business in Tik Tok has also become a new growth engine of Yixian e-commerce.

In the third quarter, Perfect Diary Tik Tok channel achieved a year-on-year growth rate of ninety-seven percent, and the ranking of makeup shops rose from the third to the second.

In terms of brands, the new Odin Sleeping Silkworm Pen exploded in July, selling 30w+ pieces, and it ranked No.1； on the list of explosive products of eyeliner in Tik Tok. The total exposure of Pink Bear vibrato short video content exceeded 100 million in August, and the sales volume of the new product "Breathing Lip Glaze" ranked TOP1 within 30 days.

By incubating and absorbing new brands, Yixian has formed eight brand matrices of the Group.

More precisely, a multi-brand and group-based beauty company in transition is getting better and better, aiming to grow into a beauty group that understands needs, can innovate and has high quality.

Affected by multiple factors, the current offline retail and online ecology of beauty cosmetics have changed dramatically, and the overall GMV growth rate on the line has slowed down, and offline has been subjected to many tests of declining passenger flow.

The epidemic is a test for all enterprises. Is it just "surviving"?

Absolutely not.

The test is whether an enterprise has its own "immune" system and can return to a healthy state; What is more testing is the attitude towards the future.

In the context of the cold industry, Yixian e-commerce can adjust quickly, thanks to a key word: "hard power".

In research and development, Yixian e-commerce dares to save money, is willing to save money, and will also save money.

In the first three quarters of 2022, Yixian e-commerce invested more than 100 million yuan in R&D, and R&D expenses accounted for 3.83%. This investment ratio belongs to the head level in domestic beauty listed companies.

Look at last year, the annual R&D investment of Yixian e-commerce increased by 113.6% year-on-year, exceeding 142 million yuan.Even if it is taken out, it is not inferior to the global industry R&D investment.

The original open innovation system of Yixian, Open Lab, is different from the traditional closed R&D model, with Yixian e-commerce as the leading core, including the world’s top partners such as raw materials, R&D and production.

Take the small category of eye shadow as an example. At present, Yixian Open Lab has more than 500 exclusive raw materials, from matte to pearlescent, covering almost all the textures of eye shadow products.

In the traditional mode, brands will cooperate with some upstream suppliers through their own factories or OEMs, but the difference of Open Lab is that it can integrate brand research and development, and cooperate with each other from raw materials, formulas, production processes to quality inspection to jointly break through technical difficulties.

This is not a simple "template", but a real innovation.

Yixian e-commerce has established in-depth cooperation with many well-known institutions at home and abroad, such as Institute of Chemistry, Chinese Academy of Sciences, National Nano-drug Engineering Technology Research Center of Huazhong University of Science and Technology, Morin Technology Group, 3D Skin Research Institute of Medical College of Lyon University, France, and Naolys, a training institution in plant stem cell, France.

The new Perfect Diary Concealer also uses SmartLOCK? technology.

As of March 2022,Yixian e-commerce has 121 patents worldwide, including 39 invention patents, which is strength and confidence.

It can be seen from these that Yixian E-commerce has continuously deepened its research and development strength from single brand to multi-brand, from makeup to multi-category development, and aims to grow into a beauty enterprise with global career.

Conclusion:

The outbreak of the consumer side is also forcing the evolution of the production-side enterprises.

In the field of domestic beauty, many people are gearing up, and they don’t lose one move in technology, supply chain, talent, traffic and operational experience.

However, in the face-to-face training of young people, Yixian e-commerce has obviously formed its own unique product strength and values, and is very good at continuously iterating and updating products according to user feedback.

Might as well give domestic beauty a little time.

The future of China’s beauty brand has just begun.

Author | Zhang Yiqi