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Less than two years after becoming the darling of capital, the beauty collection store seems to have ushered in a collective retreat. Recently, it is reported that the beauty collection store brands THE COLORIST Colorist, WOW COLOR and Black Hole have all closed their stores to varying degrees in the near future, and some brands even reported that the proportion of closed stores was as high as one third. Although none of the above three brands have any formal response to this, the reporter from Nanduwan Finance Society learned from the insiders that since the beginning of this year, the three major beauty collection stores have indeed been related to store actions, but some of them were temporarily closed due to the epidemic, and some were permanently closed. At the moment when the epidemic situation is repeated, the beauty collection store is no longer considering scale expansion, but stopping losses in time and optimizing costs.

In addition, many beauty collection stores began to increase the proportion of skin care products, in order to counter the situation that the overall sales of cosmetics have slowed down since the epidemic. The beauty collection store, once thought to be a business model that can break the ceiling of a single-brand beauty store, seems to have reached a somewhat embarrassing situation in less than two years. After the industry "tide" fades, does the collective store model really work?

The early mode was too "heavy", and the store was closed in time to reduce the burden.

Compared with the blitzkrieg when the store opened in the second half of 2020, the closing behavior of beauty collection stores is more like a "quiet" protracted war. At the beginning of July, many consumers suddenly found that THE COLORIST had closed most of the stores in Beijing, and the only one left was in a state of suspension. In fact, in the past year or so, WOW COLOUR and Black Hole, two major collective store brands, have also closed a number of stores and withdrawn from some cities.

The reporter from Nandu Bay Finance Society learned from various brand owners and industry investors that the overall proportion of colorists who were told to close stores in a large area was around 10% ~ 15%. Affected by the epidemic prevention and control policy, Beijing is indeed a city with more closed stores, while others are closed to a small extent. On the whole, some closed stores were completely withdrawn due to the influence of the passenger flow in their shopping malls, but some closed stores were reopened after the local epidemic situation improved and the passenger flow resumed, and some closed stores were adjusted and upgraded.

In addition, according to franchisees, WOW COLOUR has actually been adjusting its store opening strategy since 2021. At present, dozens of stores have been closed, and there are still more than 100 stores that are still open. "It is mainly to close the shops that have problems in the return on investment due to the unsatisfactory site selection in the early stage. Some of them are closed by several shops that a franchisee is responsible for, and they will be closed together." The franchisee said that WOW COLOUR has now reduced the area of the main store to about 150-200 square meters, and is no longer blindly "seeking the big and the perfect" as before.

Black hole, which has a small shop base and focuses on "one city, one store", issued a notice to temporarily close five stores in early April this year, including Harbin, Chengdu, Hangzhou and Shanghai, and Chengdu Chunxi Road Store resumed business. Nanduwan Caishe reporter learned that some of the five closed stores were business adjustments, while others were permanently closed.

But at the same time, the black hole has recently landed new stores in Xi ‘an and Guangzhou. On the whole, the number of black hole stores maintains a relative dynamic balance. At present, there are 11 stores in official website, including 9 cities including Chengdu, Guangzhou, Harbin, Hohhot and Nanjing.

Some investors told Nanduwan Caishe reporter that since the beginning of this year, similar new consumer brands have closed their stores to a certain extent, in order to reduce costs and increase efficiency to the greatest extent, and stop the unprofitable stores in time, thus improving the overall resilience and risk resistance of the business. "Especially this kind of offline beauty collection store, in the early days, in order to pursue high face value, the decoration cost was very high, and it also pursued a large area, which became a common problem in the industry. Now it seems that it is not necessarily the right path."

BA return, the service is to increase the repurchase rate first.

As early as 2020, when the beauty collection store model was the hottest, almost all brands were overweight the layout of offline stores. At that time, the colorist set a goal of opening 500 new stores throughout the year, and WOW COLOUR set a goal of opening 600 stores throughout the year and breaking a thousand in the next year. Many brands are "enclosure" in the core business district of the core city regardless of cost. However, at present, most beauty collection stores have not achieved the original goal of opening stores.

Some investors said that the influencing factor that can’t be ignored at present is that the passenger flow of offline stores is almost halved, especially in the first-tier cities with serious epidemics. Because most of the collective stores are imported brands, the gross profit is not high. In such a big environment, it is particularly important to control the cost, so we can only stop the store in time or slow down. At the same time, in the early period of fierce competition, this model also buried hidden dangers. "In the early stage, in order to pay attention to the external appearance of the store, this led to the lack of’ internal strength’ in this rapidly expanding track, and did not run out of a good service model."

For the collective contraction of beauty collection stores, Wang Qinglin, a senior analyst of Ai Media Consulting, also said that in 2020, most beauty collection stores adopted an expansion strategy. Under this strategy, according to incomplete statistics, more than 80% of comprehensive shopping malls or business districts in large and medium-sized cities have at least one beauty collection store, which dilutes the coverage of single-room collection stores. At the same time, although the styles of beauty collection stores are not exactly the same, most of them adopt large-scale and warehouse layout mode. Too dense collection stores weaken the "online celebrity" scarcity attribute of the original beauty collection stores and reduce consumers’ curiosity about brand stores.

The superposition of various external factors leads to the collective store having to start to explore inward and change its management mode. Nanduwan Caishe reporter found that WOW COLOUR began to gradually abandon the most iconic "light BA (beauty shopping guide)" service model of the original collection store. According to the analysis of some brands, the target groups of collective stores are mostly young, and many of these consumers are still in a state of little knowledge about beauty. In fact, they need BA’s advice and services to help them find products that are more suitable for them. "Up to now, collective stores have begun to find that BA with professional knowledge can be the key to inciting business, which can better enhance customer stickiness and even be more conducive to the construction of a complete membership system."

In addition, collective stores began to pay more attention to the precipitation of private domain traffic, establish more channels for interaction with consumers, and shift more focus to the "service" link of stores. It is understood that the black hole, which has been focusing on big-name products, will hold offline salons, electronic music parties and other activities from time to time in combination with the characteristics of shops in various cities. In order to strengthen consumers’ genuine mind, an independent beauty testing laboratory has been built.

On the whole, a group of beauty shops seem to realize the "thunder" that this business model buried in the early stage of staking, and the actions such as pulling new products and expanding are no longer the key. How to ensure the product strength while maximizing the repurchase rate of consumers and leaving high-value users in limited resources is the focus they need to think about in the next stage.

Increase the proportion of skin care products to increase profits

For this reason, beauty collection stores began to adjust the category structure and increase the proportion of skin care products. Nanduwan Caishe learned from the brand merchants who have cooperated with the colorist that the stores are not only changing new brands, but also generally increasing the proportion of skin care products for stores located in community-based commercial bodies. Because there are many skin care brands in comprehensive large-scale commercial bodies and most of them are international brands, the competitiveness of the stores located in them in the skin care sector will be relatively weak, while the community-based commercial bodies are just the opposite. Therefore, in the eyes of brand owners, colorists can compete differently by adding skin care products to community-based commercial sports stores.

On the other hand, the positioning of WOW COLOUR has gradually changed from the early emphasis on "make-up" to more emphasis on "beauty", and the proportion of skin care categories in stores has increased to 30%. Some insiders told the reporter of Nanduwan Caishe that as early as the end of 2020, the brands of major beauty collection stores began to realize that the skin care products track will usher in higher growth. For collection stores, skin care products are an important part of enhancing the integrity of consumer experience.

According to the relevant data obtained by the reporter of Nanduwan Caishe, from the perspective of cosmetics and Tmall sales since 2020, the sales growth rate of the whole industry has shown a sharp downward trend since the first quarter of 2021. According to the "Beauty and Commercial Industry Tracking Report" issued by CITIC Securities, the total retail sales of Taobao cosmetics in March and April 2022 decreased by 20.3% and 22.5% year-on-year, of which cosmetics decreased by 24.8% and 35.1% respectively. At the same time, the data represented by Tmall makeup and skin care show that the growth rate of skin care products has been much faster than makeup since 2020, and it was not until the first quarter of 2022 that there was a slight overtaking phenomenon.

In fact, whether it is a beauty collection store or a single brand, in the past year, it has become an industry consensus to increase investment in skin care tracks. Take the perfect diary of domestic beauty head brand as an example. In the first quarter of this year, the financial report revealed that the total revenue of skin care brands increased by 68.5% year-on-year to about 180 million yuan, and the proportion of total revenue increased significantly from 7.5% last year to 20.5%. Huang Jinfeng, the founder, chairman and CEO of Yixian E-commerce, once stressed at an internal meeting that the strategic significance of skin care business is to help the company achieve profitability and drive the company’s next stage of growth, which is driven by real brand power and product power.

Generally speaking, the model of beauty collection shop has not reached the end of the road, but it is indeed experiencing a painful period in the industry. Wang Qinglin believes that in the past few years, collective stores have developed too fast and the degree of homogenization is too high, and the industry has quickly entered a relatively saturated state. Coupled with the impact of the epidemic on offline and the rise of live e-commerce, it is promoting the self-adjustment, iteration and elimination of the beauty collection store industry. However, after a period of adjustment, it is expected that some brands that can further explore and enlarge their own advantages and find new profitability will have new room for growth.

Written by Xu Bingqian, reporter of Nandu Bay Finance Society

Guangzhou Daily News (all-media reporter Chen Xin) Nowadays, whether beauty brands practice the concept of "sustainability" has become an important factor affecting the purchase decision of the younger generation of consumers. Cosmetic eggs made of plant raw materials, lipsticks with "vegetarian" patented ingredients instead of animal ingredients, recyclable packaging containers … These products that combine beauty with "green" are winning the favor of young people more and more. The "green" low-carbon wind in China International Import Expo(CIIE) Beauty Zone is also the best epitome of global beauty brands practicing the "green" concept. The whole industry is making efforts to "green" from different dimensions such as composition, experiment and packaging.

When taking stock of the "achievements" of this "double 11" shopping festival, the "post-00" girl orange is most satisfied with the "green" beauty egg she bought back. In a well-known cosmetics retail store in a shopping mall in Tianhe business district, all-media reporters saw that the beauty eggs favored by oranges were placed in a conspicuous position in the store, and the advertising language on the billboard next to them declared that the beauty eggs were "green", pure and sustainable. The introduction of the salesperson in the store also explained the reason why the orange looked at it differently: in addition to greatly saving cosmetics, it also contained renewable plant ingredients, and the packaging jar was also made of recycled resin, and a more sustainable production process was adopted.

Orange told reporters that whether the product is "green" or not has become an important factor affecting her purchase decision.

There are many young consumers like oranges. In the store, the salesperson pointed to a skin care area popular with young people. This series of products used more than 90% natural ingredients, and some products used sugarcane residues to make degradable packaging materials. "Today’s young customers are more easily moved by the brand concept of’ natural’ and’ sustainable’, and they are actually integrating environmental protection concepts into their daily lives."

Corresponding to this attention, many young consumers are disgusted with ecological destruction. Mina is a "post-95" beauty lover. She told reporters that she has strict standards for brand selection, from ingredients to processes to packaging. "I once received a’ big hand’ luxury gift box. When I opened it, there was only a small tube of lipstick. In addition, it was all wrapping paper and dried flowers. It was really a waste. Since then, those over-packaged brands have been blacklisted by me. "

Then, in order not to be blacklisted by consumers and practice brand responsibility, how hard do beauty companies work?

This can be seen from the just-concluded Fourth China International Import Expo (hereinafter referred to as "China International Import Expo(CIIE)"). This year’s "China International Import Expo(CIIE)" is full of "green" and low-carbon wind, and the field of beauty cosmetics and daily chemicals is no exception. The "green" achievements are presented one by one, such as L ‘Oré al building an exhibition area with sustainable materials, Procter & Gamble launching an innovative e-commerce packaging "air capsule" and a "wild little green bottle" with recyclable and environmentally friendly aluminum bottles. In fact, this is just a microcosm of the "green" practice in the field of beauty.

Recently, Mintel, a global market research and consulting company, released "Global Beauty and Personal Care Trends in 2021", pointing out that future beauty brands will cooperate with more technology companies to help consumers obtain more transparent information and work together to reduce the environmental burden.

According to the actual situation of the domestic market, Pan Helin, executive dean and professor of the Institute of Digital Economy of Zhongnan University of Economics and Law, told reporters: "Although the awareness of environmental protection has been deeply rooted in the hearts of the people, for the vast majority of consumers, the most critical factor affecting the purchase decision is product utility. It is best to combine the concept of environmental protection with the utility of products, such as non-toxic, harmless, pure natural beauty of Xian Yi, old and young, and effectively increase the use income of consumers. "

Source: Guangzhou Daily

In the past March 8 th promotion, the beauty industry was full of smoke, and all families tried their best to capture the hearts of consumers by exerting their efforts in price.

In the past year, affected by the macro environment such as the epidemic, consumer confidence was insufficient, and the beauty industry was under pressure. According to the data released by the National Bureau of Statistics, the total retail sales of social consumer goods in 2022 was 439.733 billion yuan, down 0.2% from the previous year, of which cosmetics decreased by 4.5%, which was the first negative growth since 2000.

As a shopping festival featuring women, March 8 promotion is a long-awaited recovery opportunity for the beauty industry.

However, a data circulating in the industry shows that the sales data of major brands in this promotion seems to be unsatisfactory, and the expected recovery is coming. Many beauty brands and even big brands have experienced a serious year-on-year decline in performance. According to industry insiders, influenced by macroeconomics, consumer behavior tends to be conservative, and the beauty industry is undergoing great changes. Some high-luxury brands, including Estee Lauder, are experiencing a lot of trouble.

Li Jiaqi can’t sell cosmetics either?

During the March 8 promotion last year, Li Jiaqi, the "first brother with goods", made a blockbuster on the night of pre-sale, welcoming more than 77 million viewers, "live broadcast for 7 hours, with goods of 2.825 billion", and swiped the network.

After a year, this year’s live broadcast room in Li Jiaqi was "quiet".

During the March 8 promotion period, Li Jiaqi Live Studio set up eight theme live broadcasts according to different categories, and the beauty was also featured on the night of pre-sale. As in the past, there are sales of international beauty brands and domestic brands in the live broadcast room. According to statistics, the discount strength of many brands is comparable to that of last year’s Double Eleven. However, many links can still be purchased, and they have not continued to be empty in the past. Even if there is a single product with a sales volume of over 100,000, it cannot hide the unsatisfactory overall consumption.

After the pre-sale night, almost no sales data were released. An industry analyst told China Newsweek that although the data of live broadcast rooms in Li Jiaqi were not made public this year, the final sales were not as good as expected when the consumption situation was not optimistic this year.

A beauty brand official told China Newsweek that his brand has been cooperating with Li Jiaqi Live Studio for a long time, and its sales performance has increased slightly this year, and its ranking has also jumped to the top of the list. However, he also felt that the Li Jiaqi team has more and more demands on prices and gifts. Li Jiaqi himself bluntly said on the night of the live broadcast, which brand is giving a big discount now and which brand is selling well.

The source pointed out that the seasonal promotion such as March 8 accounted for a certain proportion in the annual sales of beauty brands. Under the pressure of last year’s performance, various beauty brands naturally wanted to boost their performance in this promotion. At present, the number of SKUs that head brands participate in is obviously higher than last year, and the overall preferential strength is higher than last year’s 3.8, and some products are comparable to the Double Eleven.

However, according to a data circulating on the Internet about the turnover of Tmall beauty brands in March 8, the turnover of international big brands such as Estee Lauder, Lancome and Hailan Mystery dropped by 20% to 50% year-on-year. In addition, the turnover of most beauty brands was declining year-on-year. According to media reports, this year’s March 8 sales promotion has indeed declined, and the sales of brands such as Estee Lauder and Hailan Mystery have dropped by 20%-35% year-on-year.

The above analysts said that the circulated screenshot data may not be accurate, but it is true that the overall sales situation is not good. The decline rate of major brands is relatively less than that in the screenshot, but it is also relatively large. In addition, both the platform and the merchants have done a lot of homework for this promotion, but the result is too high-consumers have not raised more interest in it.

According to the data of third-party platforms, during the March 8th promotion this year, the number of daily users of e-commerce platforms did not increase much, and the number of daily users during the March 8th promotion in the past 30 days was not even the peak.

Zhang Yi, CEO of Ai Media Consulting, told China Newsweek that the pictures circulated in this big promotion did show that the sales did not achieve the expected results. First of all, because after the epidemic, consumption has been affected to some extent, and everyone’s income may fluctuate and consumer confidence is insufficient; In addition, e-commerce platforms, especially beauty products, are facing the diversion of live e-commerce in Tik Tok and Aauto Quicker. Traditional e-commerce platforms are facing greater growth pressure.

Consumers are becoming more and more sensitive to prices.

A consumer from Beijing used to "stock up" and buy one or two sets of big-name skin care products such as Estee Lauder during the March 8 promotion last year, but this year she turned to domestic products with higher cost performance. In her understanding, the efficacy of domestic products is not far from international brands, and the price is relatively cheaper.

There are not a few cases of seeking replacement, and consumers are becoming more and more sensitive to prices. Many consumers, after staying in the live broadcast room in Li Jiaqi, found that the price advantage of the live broadcast room in Li Jiaqi was no longer so obvious, which also revealed the increasingly fierce competition in the industry.

"From the online subsidy of 10 billion yuan in JD.COM this year, we can see that the competition for users among e-commerce platforms should be heated up." Zhang Yi believes that e-commerce platforms can compete at a "low price" at the expense of profits, and it is conceivable that this is urgent and intense.

In May, the founder of beauty cosmetics pointed out that brands now pay attention to global e-commerce and will not all bet on one platform. However, in the case of all kinds of live broadcasts, self-operated live broadcasts of brands and various promotions, consumers are no longer sensitive. Moreover, in the absence of an overall consumption environment, consumers may cut back on some beauty budgets.

The conservatism of consumers is also reflected in the financial reports of big names in the head. According to the data of Estee Lauder’s financial report, in the second quarter of fiscal year 2023, the net sales were US$ 4.62 billion, down 17% year-on-year; Net income was $397 million, down 64% year-on-year. In fact, the net sales of Estee Lauder in the first six months reached 8.55 billion US dollars, down 14% year-on-year; Net income was $887 million, down 50% year-on-year. In the past year, the performance of the Asia-Pacific market continued to drag down the sales of Estee Lauder. In the previous four quarters, the sales dropped by 14.78%, 23.2%, 3.91% and 17.46% respectively. P&G’s sales in the second quarter of fiscal year 2023 was $20.723 billion, down 1% year-on-year, and its ultra-high-end brand and star single product SK-II faced a decline in sales.

On the other hand, L ‘Oré al’s sales and growth rate in 2022 hit a record high in the past decade. According to the financial report data, the sales volume was about 38.26 billion euros, an increase of 18.5% compared with 2021.

In May, it was believed that the performance of Estee Lauder and Procter & Gamble was affected by the epidemic, which was a reflection of the macroeconomic downturn. Under this background, the high-end beauty businesses of Estee Lauder and Procter & Gamble, which are mainly high-luxury brands, were affected; On the contrary, L ‘Oré al has created the best performance in the past decade, which reflects the differentiation of the cosmetics industry, and also shows that the cosmetics industry is welcoming consumption degradation.

"In 2022, especially in the fourth quarter, the domestic epidemic was more serious. Consumers stayed at home for a long time and wore masks when they went out, and the demand for beauty products was weakened." Zhang Yi said that the whole industry is under pressure.

In the data circulating on the Internet, most of the domestic brands have seen year-on-year growth in performance. It is reported that the pre-sale performance of Polaiya brand ranks first in the industry, with a year-on-year increase of more than 50%, and its share price has also risen sharply, but Polaiya did not give a clear answer. The above analysts pointed out that in the process of consumption degradation, consumers have a certain degree of awareness of domestic brands, and these products are more cost-effective than foreign brands.

Is it useful to raise prices when the big promotion fails?

"An important reason for the failure of online promotion is that in the context of the epidemic, the cosmetics industry as an optional consumer product has been seriously damaged on the consumer demand side; The other is that in the past few years, affected by the epidemic, the proportion of online consumption scenes has increased. After the epidemic was released this year, offline consumption scenes such as tourism, tax exemption and high-end shopping malls have been opened, which will inevitably generate some consumption and affect the proportion of online consumption; In addition, if consumers go offline, the budget for online shopping may be reduced accordingly. " The above analysts believe that today, with the increasing recovery of offline consumption, this year’s March 8 e-commerce platform promotion is not very attractive.

In fact, online channels are increasingly becoming an important channel in the cosmetics industry, accounting for an increasing proportion. According to Euromonitor statistics, the proportion of e-commerce channel sales in the beauty and personal care industry increased from 10% in 2012 to 39% in 2021, and it is currently the single sales channel with the highest proportion. The proportion of traditional convenience stores and supermarkets, which previously accounted for a relatively high proportion, dropped from 38% in 2012 to 19% in 2021.

When such an important channel fails, in order to boost performance, the response of big-name beauty cosmetics is to raise prices. Taking Estee Lauder as an example, it has been positioned as a "high-end brand" in the market for many years, including two top brands: Hailan Mystery and Tom Ford, as well as high-end brands such as Estee Lauder and Barbie Brown. According to the data of the third party, the Estee Lauder Group raised its products such as cosmetics, perfumes and skin care products, including Estee Lauder brand frozen platinum and admiring lipstick, with an increase of less than 10%, while the overall increase of Hailan Mystery was 6%. At the same time, L ‘Oré al Group and LVMH Group all raised their prices for their beauty products.

A staff member of a domestic brand told China Newsweek that the price system of its own brand has always been relatively strict, and it has basically not broken the price. At most, it will give consumers some travel clothes. On the issue of price increase, the home-made products have been upgraded to the fourth generation products, and only when the second generation was upgraded to the third generation, they rose by 100 yuan, and there was basically no price increase afterwards. He pointed out that the price increase needs effective support and investment in scientific research, and it is not possible to "take out things" but raise prices.

Zhuang Shuai, founder of Bailian Consulting, pointed out that the price strategy belongs to the core strategy of the retail e-commerce industry and is also the core driving force for the long-term development and progress of the industry. The promotion activities based on price strategy will also be carried out for a long time, but with the change of consumption habits, the promotion forms and product selection need to be more diversified and accurate, and the price increase strategy of big-name beauty products is actually changing with the price increase of e-commerce and marketing strategies.

The price increase will increase the profit rate in the short term, but in the long run, May thinks it will overdraw the brand power.

Zhang Yi said that well-known brands such as Estee Lauder and Shiseido have actually been greatly adjusted by local brands in China. The main channel for local brands to exert their strength is the e-commerce channel. Whether through live broadcast or planting grass, social media communication is closer to consumers. Besides increasing prices, big-name beauty cosmetics should also be closer to users in marketing channels. He stressed, "In the fierce market competition in China, it is not necessarily a good idea to raise prices to find space for profits, and ultimately we must find a way to adapt to this market."

Author: Meng Qian

At present, with the development of cutting-edge technologies such as 5G, artificial intelligence, cloud computing, big data, etc., in the process of promoting the upgrading of 5G+ in manufacturing, agriculture, energy, transportation and other industries, it has also accelerated its landing in medical scenes, and brand-new digital medical technology is continuing to advance in depth.

Today, as an important field involving people’s livelihood and health, the medical industry is the focus of investment by major countries in the world. The data shows that in 2022, the global health care expenditure increased by 30% to 10.06 trillion US dollars (currently about 75.66 trillion RMB). Among them, China has continued to increase its efforts. According to the Statistical Bulletin on the Development of China’s Health Care in 2022, the total national health expenditure in 2022 has exceeded 8 trillion yuan, which is initially estimated to be 8,484.67 billion yuan, accounting for 7.0% of GDP. Compared with 2021, the total national health expenditure increased by 12.2% in 2022.

At the same time, relying on the leading cutting-edge technologies such as 5G and artificial intelligence, China’s medical industry has ushered in an important development moment-a new era of digital medical care, which has greatly improved the diagnosis, treatment and surgery, and improved the accuracy and efficiency of medical care. For example, AI+ Pharmaceuticals has greatly improved the innovation speed of new drug research and development; 5G+ first aid can transmit the patient’s vital signs data and medical examination data such as B-ultrasound in the ambulance back to the rear hospital in real time, greatly improving the efficiency of first aid. ……

At present, many places in China are accelerating the development of digital medical care. For example, Chongqing’s implementation plan for further improving the medical and health service system in Chongqing will strive to become a national medical center and a regional medical center, improve the medical and health service system, and bring the main health indicators of the city’s residents to the national advanced level; Beijing issued the Implementation Plan of Beijing on Accelerating the Construction of a Global Digital Economy Benchmark City, which will accelerate the construction of digital hospitals and promote the popularization and application of digital medical technology and related intelligent medical terminals. ……

At the same time, China’s leading scientific and technological enterprises are also actively helping to realize the digital transformation and upgrading of the medical industry. For example, as a leading provider of intelligent infrastructure in the industry, Lenovo is relying on new IT technology and joining hands with xinyi city Hospital of Traditional Chinese Medicine to greatly improve the quality of medical services.

Xinyi city Hospital of Traditional Chinese Medicine (xinyi city Hospital of Traditional Chinese Medicine) was established in 1958, and now it is a leading 3A hospital focusing on the integration of traditional Chinese and western medicine. As a teaching hospital of Nanjing University of Traditional Chinese Medicine and Yangzhou University School of Medicine, xinyi city Hospital of Traditional Chinese Medicine provides modern medical treatment, conducts scientific research, and provides patients with rehabilitation, health care and prevention-oriented services.

Recently, xinyi city Hospital of Traditional Chinese Medicine moved its facilities to a new campus which covers an area of over 110,000 square meters and provides 900 beds. At the same time, as part of the wider reorganization of medical facilities in Jiangsu Province, xinyi city Hospital of Traditional Chinese Medicine was merged with the former railway hospital.

At present, with the development, xinyi city Hospital of Traditional Chinese Medicine is facing the test of upgrading IT infrastructure. From medical images to electronic health records, the data volume of xinyi city Hospital of Traditional Chinese Medicine is increasing rapidly, which puts extra pressure on the core applications and IT infrastructure that support the smooth operation of services and facilities.

Now, moving to the new campus provides an opportunity for xinyi city Hospital of Traditional Chinese Medicine to redesign the existing IT infrastructure to cope with data growth in advance. With the smart hospital service expected to generate higher-scale digital information in the next few years, xinyi city Hospital of Traditional Chinese Medicine decided to upgrade its servers and storage supporting its core activities through an infrastructure that can provide high availability, solid flexibility and seamless scalability.

Director of Information Department of xinyi city Hospital of Traditional Chinese Medicine said: "In order to ensure that we can provide quality care for patients around the clock, the IT infrastructure supporting our operation must be solid and reliable, and can be expanded in a cost-effective way when the data volume increases."

In this regard, xinyi city Hospital of Traditional Chinese Medicine chose to cooperate with Lenovo, the leading intelligent infrastructure provider in the industry. Lenovo has a strong successful experience in helping hospitals and medical institutions in China to upgrade their systems and embrace digitalization, and has provided leading solutions for xinyi city Hospital of Traditional Chinese Medicine, which has greatly improved its digitalization level.

Lenovo’s solution not only supports the rapid growth of data in xinyi city Hospital of Traditional Chinese Medicine, but also provides all-round availability and promotes innovation. Among them, xinyi city Hospital of Traditional Chinese Medicine was deeply impressed by the real-time monitoring function contained in Lenovo’s solution, which enabled the IT team of the hospital to identify potential problems before problems appeared, and adopt more active system monitoring and maintenance methods, thus giving full play to the maximum value of Lenovo’s system in the whole life cycle.

At the same time, Lenovo has also provided unique service support for xinyi city Hospital of Traditional Chinese Medicine, which can provide rapid and responsive support during and after the implementation. Director of Information Department of xinyi city Hospital of Traditional Chinese Medicine said, "It is a great advantage for us to know that Lenovo can provide local and face-to-face support when needed. If we encounter any problems, the team is always ready to help and provide professional guidance. "

Nowadays, with the support of Lenovo ThinkSystem server, xinyi city Hospital of Traditional Chinese Medicine can quickly and easily expand its system to meet the ever-changing needs.

Today, the deepening of digital transformation has brought new and efficient experiences to the medical industry. In the future, as a leading intelligent infrastructure provider in the industry, Lenovo will provide more powerful technical support for the medical industry and help China realize the new development of digital upgrade.

1. Breaststroke-freestyle-backstroke-butterfly

2. freestyle-breaststroke-backstroke-butterfly

Among them: freestyle is the fastest. Breaststroke is best for exercise. In particular, it can shape beautiful leg and waist curves. The butterfly stroke is the most beautiful, like a mermaid. Backstroke is the most energy-saving and suitable for self-help. Hand-stroke to the back and "down" side. Palm down when paddling. Strive for maximum buoyancy and driving force. When the water comes out, the hand is in the shape of a "knife" (that is, the palm of the hand is opposite to the heart of the hand) to minimize the resistance. Legs-kick down and back. When retracted, the thighs and knees are open and the feet jump. (Think of frogs) Coordination-pushing water by hand and pedaling water alternately. Breathing-learning breaststroke, breathing is more difficult to master. Have to experience it several times. When the hand pushes the water downward, the body will float upwards. Take the time to let the head surface and take a breath. Beginners first learn hand posture in shoulder-deep water (the water is too shallow to feel). Lean forward when practicing. Learn to let your hands control the balance of your body. When you find the feeling, pedal your feet gently. You can try to float. At this time, you can try to cooperate with your hands and feet.

Frequently asked questions and answers:
1. Why do I always swim sideways in freestyle? It was straight, but after swimming for a while, it turned 90 degrees!
A: The posture is wrong and the force is not balanced. First, keep in mind that the goal is ahead. Second, when the hand enters the water, it should be in front of the chest, rowed to the chest, and then accelerated backwards to the side of the body to get out of the water. Seen from the side as an S-shaped curve. Third, the force should be balanced when the feet alternately pat down the water and push back the water. Fourth, when the head is swinging sideways to breathe, the direction of the hand entering the water should be kept in a straight line with the body. I think your hand may have changed direction when you swung your head, so you turned.

2, which brother gives a breathing skill? I always choke on water! ! !
A: The most difficult thing for beginners to master breaststroke is breathing.
Breathe out in the "O" shape in the water for three seconds. When your legs are holding water and your feet are close together, your hands should "press" the water to your chest. With these two forces, your head can naturally be lifted out of the water. Take a breath with your mouth immediately, for about a second. Remember, breaststroke breathes with your mouth, not your nose, so as not to choke water. ) at first, you may only be able to lift your head once or twice, and you are hardly in a hurry. But the posture is right, practice a few times more, and naturally you can cooperate with your hands and feet and breathe freely.

3. I am learning to swim recently, but why do I always turn around in the same place and find it difficult to move forward?
A: Moving forward mainly depends on the downward and backward pushing force of the feet. I think your legs only have the power to beat the water down, but not the power to push the water, so you can only move in place.

4. Do you use your hands and feet when swimming? Why can’t the body float?
A: The above two pictures show the hand-foot coordination posture of freestyle and breaststroke. Freestyle: Breathing, paddling and kicking 1: 2: 2 or 1: 2: 4. The second picture shows the breaststroke posture. From the picture, we can see that the human body is changing in a curved way. When swimming, when your feet are open, your hands are put together in a knife shape and stretched forward. At this time, your feet are hard and your hands are labor-saving. When the feet catch water backwards and recover it, the hands are separated to paddle downwards and backwards. At this time, the main force is the hand. So when you swim, you basically feel that your hands and feet alternate, not at the same time. Many beginners swim with their hands open and their feet open, and then their hands and feet are close together at the same time, which is wrong. It should be done alternately.
5. Is there any trick to holding your breath? It seems very uncomfortable to hold it for a long time.
Answer: When holding your breath, don’t inhale too much oxygen, which is about three-quarters of the maximum inspiratory capacity, and then breathe out when you can’t hold it any longer. When you breathe out, you breathe out a little, then hold it for a while, and then spit again. If you repeat this, you can hold it for a little longer.

A little advice:
Without a good teacher, it is very difficult to learn to fool around in the water alone. Therefore, it is very important to hire a good coach and master the methods.

How to learn to swim the fastest? What’s your experience?
Action structure and technical points
(1) The swimmer is in gliding posture, and his body is close to horizontal. About 80% of the head is submerged in the water, the face is slightly forward, the arms are extended, and the palm is facing the oblique outer side (2). The water catching action begins at about 7~9 inches underwater, and the hands are paddling sideways, and then the exhalation action begins.
(3) The arms have no obvious flexion, and they continue to row to the outside, and the exhalation continues to increase.
(4) When the swimmer’s head starts to move slightly upwards, the elbow joint starts to flex and the upper arm starts to rotate.
(5) When the arms reach the maximum width and the elbows bend about 110 degrees, the high elbow posture is obvious.
(6) Keep the head up, and when the mouth is out of the water, finally exhale. Hands begin to move inward to complete the final propulsion.
(7) When your arms are ready to go backwards, start inhaling, and don’t pull your elbows under the ribs. The knee joint begins to flex and the leg return movement begins.
(8) The mouth is closed, the inhalation is completed, the feet are brought to the buttocks, the elbow joint continues to extend, and the arms continue to move forward.
(9) Leg-returning action continues.
(10) The neck flexes and the head continues to tilt downward. Feet dorsiflexion, legs begin to move backwards, water pushing action, arms returning action.
(11) Push your feet back and start to come together. The swimmer then holds his breath until another stroke begins.
(12) Arms fully extended, hands slightly below the shoulder level, and legs kicking water nearly completed. When the swimmer completes the kick, he concentrates on keeping his body in a straight line. He will keep this gliding posture for a short time, and then when he feels the speed slow down, another arm stroke cycle begins.

What are the open world games worth playing in the history of games? Although the open world is a popular type in today’s game field, it is not easy to make players satisfied. In this issue, we have compiled ten masterpieces of the open world theme for everyone, ensuring that each one has stood the test of time and has a high reputation among the players, and each style is different! Conscience recommendation, remember to praise the collection ~

The elder scrolls v: sky rim (PC/PS3/PS4/Xbox 360/Xbox one/ns).

When it comes to open-world games, it must be impossible not to mention the ancient scrolls 5. As a classic masterpiece in the game history, there are countless famous scenes born from this game. Even if you haven’t played this game, you should have heard of classic stalks such as "an arrow in the knee" and "the chicken god in the sky", which shows what kind of position this game has in the game world.

The story time of this book is set 200 years after the fourth generation of the ancient scrolls, and the player will play the legendary dragon and embark on a journey against the dragon Odouin. The game has a huge world view and a high degree of freedom. You can kill the target according to the arrangement of the NPC who assigned you the task, or you can help the target in turn to kill the person who assigned you the task at first. Moreover, all NPCs have their own life details. If you are willing to observe, you will find that they need to walk step by step to their destinations, and they will also encounter various difficulties and dangers on the way. If you die on the way, you will also receive his will; If you get a clothes prop from a dead person, it means that it is the clothes he is wearing. If you take it away, it will really be taken off. NPC will die in sudden fighting, but as long as you are active, he can be saved by you, and then you can come here and see him again.

Details that other games don’t have are all taken for granted in the world of Elder Scrolls 5. In this work, you play yourself, and you can really "do whatever you want" and do whatever you want. On this basis, there are all kinds of MODs that can change the game magic into what players want more. This is not only as simple as improving the picture quality to burn your 4090 graphics card, but also as free as you want, making the gameplay of this game unparalleled. Today, 12 years later, there are still millions of online data enough to see the horror of this game. If you haven’t experienced this work, please be sure to try it.

Fallout4 (PC/Xbox One/PS4)

Like the Elder Scrolls 5, Radiation 4 is an open-world game developed by B Society, although it can’t compare with the Elder Scrolls 5 in the details of the open world. But it is also super fun to use the design of "open world+sandbox" gameplay. Just like its name, this is an open world game with the theme of doomsday survival. In the early stage of the game world outlook, it is basically similar to the world we live in. The first actual performance of the atomic bomb shocked the world. People really realize the value of nuclear energy. Gradually embarked on the road of excessive dependence on nuclear energy. However, this over-dependence eventually brought new disasters and people led to the outbreak of war. However, the protagonist’s family hiding in the shelter also experienced great changes. His wife was killed and his children were taken away. The protagonist trapped in the dormant cabin can only watch it happen. It has been 200 years since I set foot on the journey of finding children again, and the world has completely become a wasteland.

In this book, there are a lot of scenes, rich resources (picking up garbage), flesh-and-blood NPCs and fascinating stories, as in the ordinary open world. The sandbox elements of this book allow you to build facilities according to your own wishes, and finally build your own base on a vast land, and then let NPCs live in it and become a new home for survival. If you like eschatology, then this book must not be missed.

Eldenring (PC/PS4/Xbox One/PS5/XSX)

For the first time, the Elden Ring, which uses the soul game and the open world elements, has once again brought the soul game to a new height with proud results from the beginning of its sale.

It is true that compared with other open-world games with too many elements and higher degrees of freedom, the open-world of Fahuan is relatively pure: guiding players to focus on exploring vast maps, completing feeder lines, and fighting with various enemies and boss with relatively high difficulty and low fault tolerance. However, under the excellent combat system design and the atmosphere rendering of epic scenes, players can easily get the sense of accomplishment of "building positive feedback in failure" and repeat it in "the more difficult it is, the more fun it is, and it can’t stop at all", which has always been the charm of soul games. Combined with the open world, this process has become more interesting. Players can explore all areas of the game more freely without too many restrictions, but the game can always let players go to the preset route through exquisite map design. In addition, the world view written by george r.r. martin, the author of Quanyou, has brought an unparalleled atmosphere to the whole game process. Players who like the dark fantasy wind and open the world should not miss it.

The Witcher 3: Wild Hunt (PC/PS4/Xbox One/Nintendo Switch/PS5/XSX)

This is an open world RPG game developed by Polish developer CDPR. The world view of the game follows the classic Polish novel The Devil Hunter. In this game, the player will play the role of Geralt, a demon hunter, and start a brand-new adventure in order to find his daughter.

The game provides five large area maps for players to experience. Most of these areas are relatively independent, but each area has its own scenic features and rich content to explore. Every time a player goes to a village, he can go to the bulletin board to get the task, learn about the experience of the local villagers, and start a long or short branch adventure. This part of the content can be described as extremely rich and substantial. During this period, players will also be faced with dialogue options. Your choice often affects the opinions of NPCs or their endings in the main line and branch lines. Although many times the options provided to players only have bad results and worse results, these options have indeed successfully shaped the characters in the story, making them unforgettable. The world outlook of Wizard 3 is also vividly interpreted in front of players in this process. When you are tired of playing, you can also play cards with NPC’s, or just ride a horse and roam in various landscapes. When you see the evening scenery, please don’t forget the screenshot, because it’s really beautiful!

A while ago, the next-generation version was released, which improved the picture quality, corrected some problems, and added all-Chinese pronunciation and a new perspective. Players who have not experienced it must try it!

Fistful of dollars 2 (PC/PS4/Xbox One/PS5/XSX)

Fistful of dollars 2 is an R-star game that has been developed for 8 years. The game revolves around the legendary story of Arthur Morgan and the infamous Van der Linde gang, allowing players to experience the desperate journey across the United States in the last years of the 19th century. Big Cousin 2, known as the "detail maniac", once again verified the development strength of R star horror. In the theme of simulation, they stuffed in countless details to enrich the world. As long as you devote yourself to it, these details will bring endless immersion. Just like the workers who are working in the game, if you have the leisure to stand by and observe, you will find that their work is really nailing nails into the wood.

Horses of different breeds and sexes will also have different personalities. Some are loyal, and some horses are timid enough to meet the slightest danger. When they see something horrible, they throw you off their horses and run away by themselves. Not to mention the nuanced settings that some guns will spill milk when they hit milk cans, and beer will really spill when they hit beer cans. The cost of $6 billion and eight years of research and development time have filled every corner of this huge game with such details. This way of developing games is really "heroic" and hard to refuse. If you are interested in the western theme, this book will always be the best model to bring you into close contact with that era, both now and in the future.

The legend of zelda: The Legend of Zelda: Tears of the Kingdom (NS)

Different from other open worlds, the legend of zelda: Tears of the Kingdom is a pure open world game in which the gameplay is king. Even more profoundly, rather than building a gameplay, Nintendo is more like building a very large system of rules, and then setting the boundaries, and then all the next things are handed over to the players.

I believe everyone has seen a lot of strange things built by other players in Wang’s tears. But that’s only part of it. For example, in the face of a river or a puzzle, you can combine the current character state with the props in your hand and pass them in various ways. It can be simple and rude, and it can be broken by force; You can also combine your understanding of the game mechanism to spread your thinking and solve it by simple or complex ideas. Everything depends on your brain hole. The most important thing is that no matter how outrageous it is, as long as you have no deviation in understanding the game mechanism, you can basically achieve it. It can be said that as long as you don’t take others seriously, try to compare the speed of tackling key problems and build as high as possible. Then this game can really become an open-world game that breaks away from the concept of "efficiency" and allows players to simply immerse themselves in it and enjoy the exploration process.

GTA5（PS3/PS4/PS5/PC/XBOX ONE /XBOX360）

Can you imagine a game that was given away for nothing? When it was given away for nothing, the server was jammed. Will it continue to sell well after it is given away?

Regardless of the content of the game itself, only by virtue of this, the legend of three men and one dog can be said to have reached the level of extreme terror! It is no exaggeration to say that he is a game that any player can’t refuse.

As an "action adventure" game with urban theme, the game supports the three protagonists to switch at will, drive the car on the rampage, or stand on the roof and take out their weapons, pour out your anger on everything they can reach, and then fight to the death with the "enemies" who come to deal with you, and then be shot down and reborn. I believe that no player can refuse to break all the rules in the city and go hysterically crazy. But GTA5 is a god, and no matter how crazy our protagonist is, once he returns to the plot and their lives, they will all become ordinary people and experience and deal with those terrible things, even the scalp is numb. You can see their own problems and defects, and you can also see their efforts and helplessness in sharp humor. Therefore, this is a game that wants freedom, freedom and wildness, but also depth. The relationship between Lao Cui, Mike and Franklin is worth every player’s personal taste.

Just cause 3 (PC/Xbox One/PS4)

Sometimes we just hope that life or games can be simpler and there are not so many worries and constraints. To really achieve the ultimate, I first promoted "Self-Defense 3".

Although we are the just side in the game and want to destroy evil organizations by force, in fact, the island of Medici with more than 400 square kilometers in the game is definitely our playground. You have too many weapons to choose from. You can go to heaven and earth casually here and make a scene. Rockets, gatling and even small nuclear bombs can be used at will! What? You say this is the hometown of the protagonist? It doesn’t matter, just tell me if the bad guys have been solved! Although this experience can blow up 80% of the scene, if you think about it casually, you will know that it won’t be cool and it won’t last. But when you get upset, you can enjoy yourself here like mowing the grass like no other, so you can relax and swim. Maybe this game will be the one that will accompany you for the longest time.

Metal gear 5 phantom pain (PC/PS4/Xbox One/PS3/Xbox 360/XSX).

This is a ceiling-level tactical spy sneak into the open world game. The stage of the game is set in Africa and Afghanistan. In the main task, we need to play the role of big boss and set foot on the story of revenge; In the branch line, we need to obtain all kinds of materials and personnel to build our new base. Then with the development of the base, we can get more powerful support. For example, to develop more powerful professional weapons, you need to capture the corresponding professional personnel in the battlefield and so on. The growth of the base provides sufficient guarantee for the next battle of big boss. In actual combat, you will face a dynamic battlefield full of countless variables. The ever-changing gameplay allows you to have countless fun in this terrible game with rich elements. Whether you attack head-on or sneak in, no matter which way you choose to fight, there are countless subdivision options waiting for you.

Perhaps before the introduction of Wilderness Breath, this game was probably the open world game with the most live videos in those years. Coupled with the excellent performance and thought-provoking background story, even after so many years, few games can achieve this height. Players who like to sneak into games are highly recommended.

Cyberpunk 2077 (PC/PS4/Xbox One/PS5/XSX)

Although the poor project management finally made this book’s reputation thunderous, the quality achieved by repairing in 2077 so far is also an open-world work full of regrets but with distinctive experience. The task design and narrative mode inherited from Wizard 3 make the plot experience of this work very substitutive. Therefore, although there are still too many hard injuries in this game, such as the contradiction between the main line and the branch line, if you take the initiative to ignore some contradictions in time or space. Then the high-quality subplots designed in this work will definitely make you feel that CDPR has a unique talent in shaping Cyberpunk’s world view. For example, the related content of Panan and the content of Kerry and so on. Therefore, if you haven’t been hurt by the past quality of this book and start with a price that is close to the people, then this book will bring you a cyber experience that is worth the fare.

So that’s all the content recommended in this issue. I wonder what other excellent and lingering open world games you have played? Welcome to share your recommendation in the comments section ~

-END-

Pay attention to the "Twitter Workshop", share good games every day, and bid farewell to the game shortage!

Author | Ari

Edit | Lu Yiming

Title map | vision china

Another top flow overturned.

On September 10th, Li Jiaqi introduced a 79 yuan Huaxizi eyebrow pencil in the live broadcast room. When he saw the barrage that the brand was getting more and more expensive, he immediately retorted crossly: "Where is it expensive? It has been this price for so many years. " "Sometimes I look for my own reasons. After so many years, my salary has not risen. Have you worked hard?"

Consumers evaluate the value of products, but the anchor, in turn, evaluates consumers high and high, which naturally arouses public anger. As soon as this was said, "netizens with goods in Li Jiaqi" quickly rushed to the hot search.

In the comment area, one of the most praised messages wrote: "You can explain why it is so expensive, because of raw materials or workmanship or other reasons, but you can’t attack consumers."

Li Jiaqi first explained his bad state in the live broadcast room, and then posted an apology in Weibo, but consumers didn’t buy it.

On the evening of September 11th, Li Jiaqi apologized in tears during the live broadcast. (Photo/Weibo screenshot)

Netizens noticed that the eyebrow pencil he recommended weighs only 0.08 grams, and the price per gram is twice as expensive as that of gold. Then, the unit price per gram of domestic beauty products and international brands in recent years was compared, and something was found.

"If you calculate by grams, how can domestic products be more expensive than international brands?" The new domestic beauty cosmetics always take "big brand replacement" as the selling point, and Li Jiaqi’s words that offended consumers even caused their word-of-mouth to bite back.

Online celebrity brand often sells eyebrow pencil of tens of dollars and lipstick of hundreds of dollars. Where is your price?

Take off the "domestic" filter, what’s left?

In recent years, the new brand of beauty that has been popular on the internet has been inseparable from the label of "domestic products" at the beginning of its debut.

Hua Xizi is positioned as "Oriental makeup, nourishing makeup with flowers" to create makeup that is really suitable for China consumers; The parent company of Perfect Diary, Yixian E-commerce, went public in 2020, and was praised as "the first beauty in China" and "the light of domestic products"; Tangduo is circled with cheap monochromatic eye shadow, and the key words of notes on planting grass are also "domestic products" and "big brand replacement".

Hua Xizi’s advertisement in Japanese drama. (Figure/"Animals")

It can be said that consumers were initially attracted by these brands precisely because of their "domestic" attributes. It is not only suitable for Chinese skin, but also relatively low in price, and can be used as a cheap substitute for big brands. "Domestic products are doing so well now" and "supporting domestic products" are often the reasons why consumers choose them.

How the beauty of new domestic products became popular has been reported by various commercial reports for countless times. Beyond the traditional supermarkets and e-commerce platforms, they seized the opportunity to preempt emerging social channels such as Little Red Books and short video platforms. Young people who play these softwares are more active and pay more attention to cost performance.

With the help of network marketing, it is the usual practice of many new consumer brands. (Figure/"Animals")

The perfect diary plays the slogan of "big brand replacement" and cooperates with many KOL and KOC on social software to reach the audience accurately. According to the prospectus when Yixian e-commerce went public, by December 2020, Perfect Diary had cooperated with more than 15,000 KOLs, of which more than 800 KOLs had more than one million fans.

Hua Xizi, who is often compared with the perfect diary, pays more attention to the image packaging. Around the concept of "Oriental", Hua Xizi invited Du Fu, kiku and other national beauties to speak for him. The packaging design is quite ancient. Lipstick and eye shadow are carved, and the shell should be made into Chinese locks and folding fans. Even the slogan imitates the style of ancient poetry: "Even the skin is like a gauze, and the original makeup is fixed."

However, if you take off the domestic filter, you can see that many brands rely heavily on heavy marketing.

The rise of new domestic products is indispensable for the promotion of grass. (Figure/Figure Worm Creativity)

In 2020, the revenue of Perfect Diary was 5.24 billion yuan, while the marketing expenses were 3.4 billion yuan, accounting for 65%. From 2020 to 2022, the sales expense ratio of domestic brand Polaiya was around 40%, while that of Mao Geping was over 40%. In contrast, the marketing expense ratio of L ‘Oré al and Estee Lauder, which have high domestic market share, is between 25% and 30%.

Hua Xizi did not disclose relevant data, but some media reported that Hua Xizi invested 20 million yuan per month on the live broadcast platform in the early days for marketing.

Burning money marketing can kill a bloody road in a red sea and let consumers know the brand quickly, but it may not be able to get a good reputation.

Whether it works or not will not be known until you try. (Photo/"Please Answer 1988")

In recent years, the growth path of many new online red new consumer brands has followed a similar formula: first, target people to build a brand, find a foundry to produce, and then use Internet marketing to build explosive products. However, it relies too much on marketing and packaging and is easily questioned by consumers.

Just like Hua Xizi, who is positioning high-end domestic products, the pricing strategy of single products is very particular, and it is often stuck in the blank range below international brands and above domestic brands. Take the explosive product air honey powder as an example, its price is 169 yuan, while the price of Chanel loose powder is 590 yuan. At first glance, Huaxizi is indeed cheaper, but their net contents are 8.5 grams and 30 grams respectively. After careful calculation, the price per gram of Huaxizi is even slightly higher than that of Chanel.

Netizens calculate the unit price per gram of different brands of loose powder. (Figure/Little Red Book screenshot)

No matter how clever the pricing strategy is, it can’t escape the eyes of consumers. Even if the notes on planting grass are overwhelming, there are still many netizens who have used them to give comments: "It starts with advertising, falls into value, and abandons quality." The lipstick is dried, the color is not good-looking, and the foundation takes off makeup, which inevitably leaves the impression of "low cost performance".

The gaudy products are harvested by straight men, and only girls are distressed by the cost performance. (Figure/Little Red Book screenshot)

The eyebrow pencil introduced by Li Jiaqi Live has caused controversy, not because it is expensive, but because consumers are unwilling to pay money significantly higher than the product value. Cheap and easy-to-use eyebrow pencil can be bought everywhere, but 79 yuan’s eyebrow pencil can’t make people intuitively feel whether it is better or not.

Chloe, a makeup enthusiast, told New Weekly: "There may be a gap in the durability of different brands of eyebrow pencils, but the eyebrows are mainly based on technology, and the products are really not much different."

Eyebrow pencils with different prices are not so different. (Figure/Figure Worm Creativity)

Chloe is used to buying cosmetics on her behalf. "Like TF eye shadow tray, the counter sells 700 yuan, and the purchase can be as low as two or three hundred yuan. The live broadcast room will not be lower than the purchase." Imported cosmetics need to pay customs duties, but domestic cosmetics don’t. They should have higher cost performance, which is why many consumers question whether the pricing of some domestic products is reasonable.

In fact, the raw materials and production technology of cosmetics only account for a small part of its cost.

According to China Business Daily, a factory OEM produces many brands of products, including Hua Xizi, and the cost of a single eyebrow pencil is below that of 10 yuan. In the documentary "Great Manufacturing", the production team visited the wholesale market and cosmetics factory, and learned that the lipstick sold in China is tens of yuan and hundreds of yuan. The production cost of the paste is almost four or five yuan, and the shell cost depends on the material. Between a few cents and five or six yuan.

The boss said that the cost of lipstick paste is four or five yuan. (Figure/"Great Manufacturing")

As a consumer, Chloe can also see clearly: "Makeup is a profiteering industry. Now many luxury brands have stopped selling their bags and started selling makeup, which shows that this money is relatively easy to earn."

In the final analysis, high-priced cosmetics are more expensive in brand premium, marketing and sales. After adding these expenses, a product with a cost of a few dollars can sell for hundreds of dollars.

The brand "working for KOL" is the consumer.

In fact, the new domestic beauty brand that spends a lot of money on marketing is often dubbed as "working for KOL".

Guojin Securities Research Institute has combed how the cosmetics industry chain distributes profits. A cosmetic, the brand takes most of the gross profit, and when it reaches the sales channel, it will be divided into a big slice. For the new domestic brands that started online, KOL, such as anchors and grass bloggers, must be given quite high profits.

Cosmetics, your brand and sales. (Figure/City Boundary)

Before March, 2019, Hua Xizi was hard to get into the top 20 in Tmall sales, but since it entered the live broadcast room in Li Jiaqi, its sales have increased rapidly, and it became the first GMV in Tmall on June 18th, 2020. Li Jiaqi was deeply involved in the promotion and even research and development of Hua Xizi, so that it was called "the brand promoted by Li Jiaqi". He repeatedly supported Hua Xizi in the live broadcast room, bluntly saying that "they just gave me their home". But this unintentional sentence also shows that the brand is KOL’s high profit.

As the head anchor, Li Jiaqi’s most famous phrase is "family, knock down the price". With his strict selection of products and "the lowest price in the whole network", he also publicly asked the brand to give him the most favorable price for the live broadcast room. Many people think that by keeping the price down to the lowest level, Li Jiaqi is striving for the interests of consumers.

Li Jiaqi asked the brand to give him the lowest price for the live broadcast room. (Figure/network screenshot)

Earlier, some media reported that Li Jiaqi’s commission rate for promoting Hua Xizi was 60%-80%, but Hua Xizi responded that the commission rate for cooperation with Li Jiaqi was the industry average.

But the head anchor did earn a very high commission. According to the report of the Overseas Business Research Group of Stanford University, in 2021, Li Jiaqi’s revenue ranked first in domestic anchors, reaching 1.8 billion yuan, exceeding the performance of 90%A-share listed companies.

Looking back at Li Jiaqi’s words, people finally have a different understanding.

"It is not because of Li Jiaqi that consumers can buy preferential goods, but because of a huge consumer group, Li Jiaqi, a brother with goods, has been created." Li Jiaqi certainly has his strength and luck to attract a large audience and become a head anchor, but his extremely high bargaining power for brand activities ultimately benefits from his huge fan base.

Top 100 annual net income list of network anchors in China (Mainland China) (part). (Photo/Stanford University Overseas Business Research Group)

Jiang Chacha, a well-known former advertiser, said that in order to enter the live broadcast room of the big anchor, the brand often has to spend a huge amount of money, hundreds of thousands of yuan and millions of yuan are possible. "When the beauty live broadcast battle is the fiercest, some brands will even give 100% commission, which is equivalent to losing money. It is a gameplay to burn money with Internet companies to seize the market."

However, after all, the wool is on the sheep. When the head anchor has too high bargaining power, the brand will burn money and grab the users, and the sales cost will eventually be passed on to consumers.

User comments. (Photo/Weibo screenshot)

Recently, many netizens have shared their shopping records, pointing out that the price increase of many domestic brands has been exaggerated in recent years-"A domestic cosmeceutical brand was originally a substitute for an international brand, but now the international brand has become its substitute." "39 yuan, a brand of eyebrow powder bought in 2019, now sells 79 yuan in the same paragraph."

More beauty bloggers pointed out: "A lip glaze has risen from 20 yuan to 60 yuan, and told me to grab two in the live broadcast room, and each one still costs only 20 yuan." From this point of view, the live broadcast room is still relatively favorable, but outside the live broadcast room, the price has risen.

"If the fire is on, the price will increase, which is really very low." (Figure /@real Li Zhizhi)

For brands, it is not necessarily a good thing to rely too much on the sales channels of one or two head anchors. Li Jiaqi’s phrase "What’s so expensive" can trigger a public relations crisis of the brand, and it may be a matter of an instant that the fire goes out of the circle and the reputation is destroyed.

Under the volume of the industry, the traffic is becoming more and more difficult to obtain and the price is getting higher and higher. The head anchor is harvesting both merchants and consumers. When people finally see the disadvantages of this model, the change of the industry is probably not far away.

With the change of consumption trend, people no longer just pay for the feeling that domestic brands are difficult. They clearly know that what is really difficult is the low-key old domestic products. Young people who are more and more careful will also confidently refute PUA’s words: "How difficult can domestic products be?"

Online celebrity products can’t escape the fate of "fire for a while". (Figure/"Animals")

Chloe said that the emerging online celebrity products are unsafe and useful, which can’t be seen in many notes on planting grass. For the sake of her own experience, she will still choose the classic products with big names.

"online celebrity brand depends entirely on product iteration, and the products made last year will not be popular this year. But those classic products with really good reputation have been selling well for so many years. "

In the beauty market, online celebrity brands are always changing, but consumers will not pay for packaging and feelings repeatedly. On June 18th this year, Hua Xizi fell out of the top ten in the makeup pre-sale list for the first time in five years.

Sooner or later, domestic products will step out of the mode of re-marketing, and rely on quality to precipitate word-of-mouth and brand value. Building classics should be more important than building online celebrity.

Proofreading: Zou Weiyun

Operation: Luzirui

Typesetting: Chen Zexin

In the 37th round of Premier League, 6 matches were finished:Nottingham Forest 1-0 Arsenal, Bournemouth 0-1 Manchester United, Liverpool 1-1 Aston Villa, Tottenham 1-3 brentford, Fulham 2-2 Crystal Palace and Wolves 1-1 Everton.

With Arsenal losing to Nottingham Forest, Manchester City won the Premier League title ahead of schedule this season and achieved the great cause of three consecutive championships!Nottingham Forest also successfully relegated, with Everton, Leeds United and leicester city vying for the last relegation spot. There is still a glimmer of hope for Liverpool to fight for four aspects.

Nottingham Forest 1-0 Arsenal

In the 19th minute, Odegard made a mistake in passing the ball, and Gibbs White counterattacked and assisted Awoniyi to score a goal, 1-0!

In the end, Nottingham Forest beat Arsenal 1-0. Avonii was elected the best player of the game.

Nottingham Forest has only 18% possession rate, which is the lowest possession rate of the winning teams in the Premier League since the statistics were available in 2003/04.

This game made Manchester City win the championship ahead of schedule, becoming the second team in the history of the Premier League to complete three consecutive championships. The first team was Manchester United (twice).

Nottingham Forest has been relegated one round ahead of schedule, which means that all three newly promoted horses have been relegated this season, which is the fourth time in Premier League history after 2001/02, 2011/12 and 2017/18.

Bournemouth 0-1 Manchester United

In the 9th minute, Eriksson picked the restricted area, Senesi made a mistake, and casemiro barbed the goal, 0-1!

In the 84th minute, Ouattara went straight to plug, and Moore’s single-pole push was blocked by Degea.

In the end, Manchester United beat Bournemouth 1-0 away. Luke Shaw was voted the best player in the game.

Manchester United scored 22 goals away from home in the Premier League this season. Only in 2014/15 did the team score even less (21 goals).

Bournemouth has lost 70 goals in the Premier League this season, tying the record of losing goals in the top league in the history of the team (70 goals in the 2018/19 season).

Degea won the Golden Glove Award for the second time in his career with 17 clean sheets, the first time being in the 2017/18 season.

Liverpool 1-1 Aston Villa

In the 20th minute, konate put Watkins down in the restricted area, Villa got a penalty, and Watkins took the penalty and missed.

In the 27th minute, Douglas Lewis crosses from the right, and Jacob Ramsey outflanks the goal, 0-1!

In the 55th minute, Mince cleared the goal and Gakpo made up the shot to break the goal, but Fan Dike was offside first and the goal was invalid.

In the 89th minute, Salah made a cross from the right, and firmino, who came off the bench, grabbed the goal and scored 1-1!

This is the 25th time that Salah and firmino have scored in the Premier League together (Salah assisted firmino 12 times and firmino assisted Salah 13 times).

In the end, Liverpool drew 1-1 with Aston Villa.Firmino was elected as the player of the match, completing the farewell battle of Liverpool’s career at Anfield.

Tottenham 1-3 brentford

In the 8 th minute, Kulusevsky volleyed a free kick and Kane scored a long-range goal, 1-0!

In the 50 th minute, Visa scored the ball, and Mbeumo scored a goal on the right side of the restricted area, 1-1!

In the 62nd minute, Hickey went straight for the goal, and Mbeumo pushed the goal from a small angle, 1-2!

In the 88th minute, brentford steals in front of the restricted area in the frontcourt, and Mbeumo assists Visa to push and shoot the goal, 1-3!

In the end, brentford reversed Tottenham 3-1 away. Mbueumo was elected the best player of the game.

Brentford won the 14th Premier League victory this season, surpassing last season (13 wins), which was the most in the top league since the 1938/39 season (also 14 wins).

This season, Tottenham is the second team in the Premier League to score 60+ goals and concede 62 goals. The first time was Tottenham in 2007/08.

Fulham 2-2 Crystal Palace

In the 34th minute, Ezer counterattacked the ball, and Edward volleyed the goal, 0-1!

In stoppage time in the first half, harry wilson was knocked down by Mitchell in the penalty area, and mitrovic hit a penalty kick, 1-1!

In the 61st minute, William made a free kick from the right and mitrovic headed the goal, 2-1!

In the 83rd minute, Ward’s shot in the restricted area was tackled, and he immediately made up the shot and broke the goal, 2-2!

In the end, Fulham drew 2-2 with Crystal Palace. Mitrovic was voted the best player in the game.

Mitrovic has scored 14 goals in the Premier League this season, and Fulham is second only to Dempsey (17 goals in 2011/12) and Berbatov (15 goals in 2012/13).

Fulham scored 54 goals in the Premier League this season, a record for the team in the Premier League, and a single-season top league record since the 1967/68 season (56 goals).

Wolves 1-1 Everton

In the 34th minute, armand traore broke through the shot and was tackled. Huang Xican made up the shot and scored a goal, 1-0!

In the 99th minute, michael keane knocked horizontally on the right side of the restricted area, and Mina volleyed the goal, 1-1!

Mina scored in the 98th minute and 54th second, which was Everton’s latest Premier League goal since accurate timing statistics were available in the 2006/07 season.

In the end, Wolves drew 1-1 with Everton. Mina was elected the best player of the game.

# So how can the Premier League not love #

In the 37th round of the Premier League, Arsenal lost 0-1 to Nottingham Forest, sending Manchester City to win the Premier League championship three rounds ahead of schedule.

According to statistics, Arsenal have led the standings for a total of 248 days this season, setting a record for the longest time in the history of the top leagues in England.

In early April, Arsenal scored 72 points in 29 games after beating Leeds United 4-1, while Manchester City scored 64 points in 28 games, and Arsenal led by 8 points in one more game.

But then, Arsenal left Liverpool 2-2, West Ham 2-2, Southampton 3-3 at home and Manchester City 1-4 away, giving up the initiative directly. After that, Arsenal 3-1 Chelsea, 2-0 Newcastle away, 0-3 Brighton at home and 0-1 Nottingham Forest away, and lost 15 points in the last 8 rounds.

In contrast, Manchester City won 11 consecutive victories in the Premier League, reached the final in both the Champions League and the FA Cup, and reached the end in the case of three-line operations, which is expected to hit the triple crown.

It has been 19 years since Arsenal last won the Premier League title in 2003-04.

Pochettino has agreed that Chelsea will sign Inter goalkeeper Onana this summer, while Eduardo Mendi and kovacic will leave Stamford Bridge.

Pochettino has agreed to start coaching the Blues next season, and he is expected to fly from Spain to England next week to finalize the terms of the deal and outline his requirements for the position of head coach.

Chelsea and Inter Milan have started talks on Lu Kaku, and Lu Kaku will return to Stamford Bridge after a season on loan. Lu Kaku joined Chelsea for 97.5 million pounds two years ago, but he returned to Inter Milan on loan before the start of this season because his performance failed to meet expectations.

The Blues hope to continue to invest this summer. It has been determined that the goalkeeper’s situation is a key signing area, and at least one of Kepa and Mendi will leave this summer. Inter Milan’s Onana is Chelsea’s main target, and the Blues are willing to exchange kovacic for the goalkeeper. Kovacic’s contract expires in 2024, but Lu Kaku’s future is still uncertain.

According to reports, Chelsea had previously offered to exchange Ruben Chick, Chaloba or Mendi for Onana, but it failed. Kovacic is the latest candidate proposed by Chelsea, and it is reported that he is open to the transfer.

Onana, 27, joined Inter Milan from Ajax last summer. He played for Ajax for 214 times, and this season he played for Inter Milan for 38 times.