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

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.

People don’t seem to care much about the future world described in the sci-fi movie The Matrix, but a recent news released on the Meta platform has made people curious about the future world. According to Forbes, a virtual community named Game Free is building a virtual world-"Metauniverse". It has been established for more than ten years, but it is relatively simple compared with the world in the Matrix. What is the magic of meta-universe? Has it become a reality now?

I. Future Society
The idea of "Metauniverse", first put forward by Meta Company, is an expression way to turn people’s vision of the future society into reality. In the setting of X-Men, Professor X has special devices and abilities in real life, and can breathe and move freely, but he can’t turn his control into a real society. The reality is not infinitely close, but gradually close to the ideal society. That is to say, the "infinite approach" pursued by the X-Men is not realistic in real life: it is impossible to turn one person into another; Unable to control human behavior; Unable to control the direction of people’s actions in reality … eventually led to the X-Men being abandoned by the world. If the X-Men movies are sorted out, it is found that the movies have a clear vision for the future society, then the meta-universe will be closer to the real state in reality: on the one hand, the meta-universe, as a virtual space, can be infinitely connected to the real world; On the other hand, Metauniverse will become the key "cornerstone" for building the infrastructure of human society … So what will human society become in the future?

Second, intelligent hardware
The universe is not only a game world, but also a technology. In MetaUniverse, through various virtual carriers such as games and videos, MetaUniverse players can be immersed in it, which is not only a space for games and entertainment, but also an interactive space for knowledge, skills and contacts. There is a kind of meta-universe in a special sense, which is a "virtual life" mode in which the virtual world and the real world merge, influence, blend, promote and expand with each other. It is a place where people can exchange and interact with each other, acquire knowledge and skills and cultivate friendship in this virtual world. For users, Metauniverse makes itself a "human" character-this is the experience they need in games and the real world. For hardware equipment manufacturers, it is the performance of the product itself besides ensuring entertainment, interaction and other functions.

Third, artificial intelligence
As the core of scientific and technological innovation, artificial intelligence will gradually get more applications in the meta-universe. With the help of human beings, artificial intelligence has developed from relying on single software and single function in the past to the present artificial intelligence. In the future, artificial intelligence will be more dependent on computing power. For example, driverless cars are an attempt to realize barrier-free travel in the meta-universe. Starting from the progress in the field of driverless cars, this paper explores the possible forms that driverless cars may appear in the meta-universe, hoping to provide more exploration space for the meta-universe. It is foreseeable that artificial intelligence will play an important role in the meta-universe in the future.

IV. Conclusion.
With the rise of meta-universe, virtual world has been given more and deeper meanings, and the application of science and technology by human beings has changed from passive acceptance to active creation. At the same time, the lifestyle and experience provided by the virtual world in the meta-universe have greatly enriched human thinking and feelings, and made people interested in a new thing. However, with the development and innovation of technology, this trend will gradually become stable. But we believe that technology is always a double-edged sword. It can bring convenience and benefits to human beings, but it may also bring harm to human beings. Like the future world described in science fiction movies, human beings are sleeping in a dormant warehouse made of machines, and their brains are linked to the meta-universe world, so they live falsely.

Find a coach+ask the Ma Kaixuan coach to guide it to see if there is any problem with the front and back action? thanks

Coach Ma Kaixuan Answers

Boys, right -handed horizontal board, single -line exercises on the front and backhand.

1. Positive hand. The plate shape is stable, the hitting time is reasonable, and the proportion of impact and friction is quite good. The first thing that needs to be adjusted is the shape, the big arm is started, and now it is too close to the body’s torso, causing the big arm tension, and the continuous shoulders are raised.

It is best to swing with bare hands to solve it. At the same time, the front arm is opened horizontally a little more. In this way, the focus of the exchange is adjusted together. My legs, but I estimate that the distance between my feet is close. That is to say, we comprehensively govern during waving,Open your feet properly, the knee is slightly bent, and the structure will be much more reasonable.It is best to use multi -ball to adjust the action with more effort. It is not impossible to use a single ball. The requirements for the sparrows are relatively high. Of course, you can do a single ball.

2. Affairs. This video is shot well, and there are angle changes, and it will be much more comprehensive.

The child is stable and the action structure is quite stable. The proportion of playing and rubbing in the ball is quite good. This coach is a bit level, at least, it is quite satisfactory. You can stand some properly at your feet, and the sense of stability will be much better.

In addition, there is a detail that he must stand in front of him with his left foot. Sometimes he comes out of his right foot. At the same time, the left foot heel is twisted on the ground. This is not possible. Can you remind him that when hitting the backhand, the left forearm of the left arm is placed near the left waist, and the height on the table is very helpful to the body balance.

At this age, the practice of training, and the number of training hours, the ball skills will rise very fast.

Do you want to ask too? Native

Ma Kaixuan, former Beijing team member. In 1990, he went to work in the United States and many students were selected as the U.S. National Team. Its table tennis resumes are colorful and unique and have rich teaching experience. He is currently a technical consultant of Ping Pong World Magazine and National Ball Exchange.

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