Central adjustment of pension funds, sharp reduction of import tariffs on daily necessities, and cancellation of "roaming" of traffic … … July is approaching, and a number of new regulations will be implemented soon. It’s about your life and mine. Come and get to know it ~

　　Central adjustment of endowment insurance fund

　　Pension payment is more secure.

　　On July 1st, China officially implemented the central adjustment system of endowment insurance funds. After the implementation of the new system,As enterprises and individual employees, the payment is still implemented in accordance with the current policy, and there is no need to pay extra, and it will not affect the personal treatment of retirees.

　　Prior to this, the basic old-age insurance for enterprise employees in China was implemented at the provincial level. As far as the whole country is concerned, the income of the old-age insurance fund exceeds the expenditure. However, due to the unbalanced economic development and large population structure differences in various regions of China, the income and expenditure and balance of the basic old-age insurance fund in all areas are also unbalanced.

　　Therefore, the implementation of the central adjustment system of endowment insurance funds can increase the overall anti-risk ability of the endowment insurance system, make the timely and full payment of pensions in various places more secure, and thus help promote the sustainable development of the basic endowment insurance system for enterprise employees nationwide.

　　Central Bank targeted cuts to required reserve ratios 0.5 percentage points

　　Release about 700 billion yuan of funds.

　　Since July 5,The central bank lowered the RMB deposit reserve ratio of large state-owned commercial banks, joint-stock commercial banks, postal savings banks, city commercial banks, non-county rural commercial banks and foreign banks by 0.5 percentage points, further promoted the market-oriented and legalized "debt-to-equity swap" and increased support for small and micro enterprises.

　　Targeted cuts to required reserve ratios, which supports the market-oriented rule of law and "debt-to-equity swap", can release about 500 billion yuan; Targeted cuts to required reserve ratios, which supports small and micro enterprises, can release about 200 billion yuan, which is mainly used to support relevant banks to explore the small and micro enterprise market and issue loans to small and micro enterprises, further alleviating the problem of financing difficulties and high financing costs for small and micro enterprises.

　　2018 edition of foreign investment access

　　Negative list release

　　From July 28,A series of restrictions on foreign investment in banking, securities, automobile manufacturing, power grid construction, railway trunk road network construction and chain gas station construction will be lifted.The National Development and Reform Commission and the Ministry of Commerce recently released the negative list of foreign investment access in 2018, and launched a new round of opening-up measures in 22 fields including finance, infrastructure, transportation and trade circulation.

　　The Special Administrative Measures for Foreign Investment Access (Negative List) (2018 Edition) is a revision of the negative list of foreign investment access in the Catalogue for the Guidance of Foreign Investment Industries (revised in 2017) and is published separately. In 2018, the length of the negative list was reduced from 63 to 48, and a series of major opening measures were introduced.

　　Import tariffs on daily necessities have been greatly reduced.

　　Consumers get benefits.

　　From July 1st, the import tariffs on consumer goods will be lowered to a large extent to better meet the diversified consumption needs of domestic residents.Reduce the average import tariff rate of clothing, shoes and hats, kitchens and sports and fitness products from 15.9% to 7.1%; Reduce the average import tariff rate of household appliances such as washing machines and refrigerators from 20.5% to 8%; Reduce the average import tariff rate of processed foods such as aquaculture, fishing aquatic products and mineral water from 15.2% to 6.9%; The average import tariff rate of washing products, cosmetics such as skin care and hairdressing and some medical and health products will be reduced from 8.4% to 2.9%. The downward adjustment is basically above 50%.

　　These kinds of daily necessities are mainly concentrated in the field of imported consumer goods with characteristics and advantages where China people’s demand is relatively concentrated, which will undoubtedly bring great benefits to the people, and will also force relevant manufacturers in China to speed up supply-side reform, improve product quality and promote industrial upgrading. Foreign enterprises will also gain a bigger market from it, which will be a win-win result.

　　Import tariffs on automobiles have been considerably reduced.

　　The tax on car purchase has been significantly reduced.

　　Since July 1, 2018, China will significantly reduce the import tariffs on automobiles. Reduce the tariffs on automobiles with tax rates of 25% and 20% respectively to 15%;Reduce the tariffs on auto parts with tax rates of 8%, 10%, 15%, 20% and 25% to 6%.. The reduction of import tariffs on automobiles is an important measure to further expand China’s reform and opening up. After the tax reduction, the average tax rate of China’s automobile is 13.8%, and the average tax rate of parts is 6%, which is in line with the reality of China’s automobile industry.

　　Take an imported car with a customs declaration price of 300,000 yuan as an example. Under the previous tariff rate of 25%, its tariff was 75,000 yuan. Based on the tax rate of 15%, the tariff is 45,000 yuan, and the consumption tax and value-added tax will be reduced accordingly, and the overall tax and fee can be saved by more than 40,000 yuan.

　　National railway readjustment map

　　The maximum fare discount is 6.5%

　　Three months after the last map adjustment, the railway department will implement the train diagram adjustment in the second phase of this year from July 1, with the overall policy of "to meet the requirements of high-quality economic and social development". At the same time, from July 5, some high-speed train emus will be optimized and adjusted.

　　After this map adjustment,The "EMU Train Marketization Plan" will be implemented, and daily maps, weekend maps and peak maps will be arranged. At the same time, flexible fares are implemented.From July 5th this year, we will optimize the published fares of high-speed trains running at speeds of 200-250km/h on the six sections of lines from Hefei to Wuhan, from Wuhan to Yichang, from Guiyang to Guangzhou, from Liuzhou to Nanning, from Shanghai to Nanjing and from Nanjing to Hangzhou, and announce the fares as the maximum price limit, with the maximum discount of 6.5%. Compared with the current situation, the adjusted executive fare has generally increased and decreased.

　　In addition, after this map adjustment, the daily number of national railway "Fuxing" EMUs will increase from the current 114.5 pairs to 170.5 pairs, and 16 long-formed "Fuxing" EMUs will also be put into operation for the first time.

　　Regulations on Operation and Management of Urban Rail Transit

　　It will be implemented on July 1.

　　The "Regulations on the Operation and Management of Urban Rail Transit" issued by the Ministry of Transport will be implemented on July 1 this year. The Regulations put forward requirements for the operation and management of urban rail transit in China from four aspects: management, service, safety and emergency.

　　The "Regulations" refine the content of the special article on operation services and straighten out the connection between operation and preliminary planning. Establish a safety assessment system for urban rail transit before the initial operation, before the formal operation and during the operation. Clarify the management of employees, access to facilities and equipment, operation and maintenance management, management and control of potential risks and other related requirements.

　　The "Regulations" also clarify the relevant procedural requirements for operations within the scope of urban rail transit protection zones, requiring operating units to formulate safety protection plans and dynamically monitor the areas affected by operations. Clarify the relevant requirements for the operation inspection of protected areas, stipulate the disposal of obstacles and violations of buildings (structures) along the ground and overhead lines, and strengthen the protection of urban rail transit lines.

　　Traffic roaming will be cancelled.

　　You don’t have to change your number when you live outside your home.

　　China Mobile, China Unicom and China Telecom announced that the roaming charges (excluding Hong Kong, Macao and Taiwan traffic) will be cancelled from July 1st, and the traffic of mobile phone users in the province will be upgraded to domestic traffic.Mobile phone traffic will no longer distinguish between the province, outside the province/local and national.. Since the "long-distance" call fee was completely abolished in September last year, there will be no difference in the main fees generated by the use of mobile phone numbers in all parts of the country (except Hong Kong, Macao and Taiwan) except the difference in attribution. Users who go to work and study outside the number home can save the trouble of changing their mobile phone numbers.

　　At the same time, some package traffic does not support upgrading to national traffic: regional preferential packages based on base station positioning (the largest range is smaller than the local network), including community packages, subway traffic packages and airport traffic packages, are not included in this adjustment.

　　Degree of higher education in China

　　The fees for certification services were completely cancelled.

　　According to the notice jointly issued by the Ministry of Education and the Ministry of Finance,From July 1st, China will completely cancel the fees for domestic higher education degree certification services.

　　After the cancellation of the domestic higher education academic degree certification service fees, the academic degrees that have been registered in the relevant databases of college students’ academic information management system and degree information management system will be subject to online inquiry and electronic certification in principle. Previously, the Ministry of Education has connected the academic degree information database to the national data sharing and exchange platform.

　　In the next step, the Ministry of Education will vigorously promote the electronic inquiry authentication service, further simplify the service process, improve the service quality, and better meet the social needs such as data inquiry of domestic higher education degree certificates.

　　Individual tax policy encourages researchers.

　　Recently, State Taxation Administration of The People’s Republic of China issued the Notice on the Collection and Management of Individual Income Tax on the Cash Rewards for Scientific and Technological Personnel Obtaining Post Scientific and Technological Achievements, in order to implement the Notice on the Individual Income Tax Policy on the Cash Rewards for Scientific and Technological Personnel Obtaining Post Scientific and Technological Achievements issued by the Ministry of Finance, State Taxation Administration of The People’s Republic of China and the Ministry of Science and Technology at the end of May this year.

　　According to the Notice,Cash rewards given to scientific and technical personnel from the income from the transformation of post scientific and technological achievements can be reduced by 50% and included in the "salary and salary income" of scientific and technical personnel in the current month.. The "Announcement" further clarified the relevant operational issues, so that taxpayers can accurately understand and enjoy policies and standardize tax returns in time. The Announcement shall come into force on July 1, 2018. (Comprehensive People’s Network)

Source: People’s Daily Online-Viewpoint Channel Original Draft

On November 17th, in the second round of the 2022 Chinese Football Association Cup, the Chinese champion team Jingchuan Wenhui eliminated the Chinese Super League team Beijing Guoan 7:5 in a penalty shootout and advanced to the top 16. This game surprised many people. Losing to a semi-professional team as a traditional strong team in the Super League may be caused by various reasons, but it also made many people know more about the current situation of football in China and look forward to the development of grass-roots football.

The FA Cup is an independent knockout cup outside the football league in China, and it is also the only opportunity for low-level teams and high-level teams to compete together. Jingchuan Wenhui eliminated Beijing Guoan from penalty. Although there were accidental factors, from the process of 2:2 draw in regular time, the strength of the two teams was close, and Jingchuan Wenhui team even got the upper hand slightly. Two goals were remarkable. The players on the field were thunderous, calm and confident, and had a degree of attack and defense. In a game in which the strength is very different and there is no suspense, the audience felt the long-lost charm of competitive football.

Aside from the mobilization, cohesion and team fighting capacity before the game, we can find details that are easily covered up by victory from the voice of the head of Jingchuan Wenhui after the game. Jingchuan Wenhui said that the main reason for winning the game was that the opponent was negligent and could not use foreign aid. He attributed the opponent’s defeat to accidental factors and external uncontrollable rules. Compared with the simple ceremony of "accepting and accepting", he was polite, modest and humble, which was quite the bearing and pattern of Chinese traditional culture. Brutalizing its physique, civilizing its spirit, an unexpected game, let us see the momentum and indomitable feelings of grassroots football.

Football is round. The competitive characteristics and rules of the game make football not only have the integrity, antagonism and appreciation shared by collective ball games, but also have the variability of technical and tactical coordination and the contingency of game results.

"The prime minister must start from the state department, and the fierce generals must be sent to the pawn." According to the results of post-match interviews and data disclosure, there are 152 players in Jingchuan Wenhui Football Club, more than 70 of whom are local doctors, policemen, teachers and other amateurs from all walks of life, and 40% of the players participating in the FA Cup are semi-professional players. Jingchuan Wenhui Club is integrated with Beihai Jichi Club, co-built and shared with Jingchuan County key amateur sports schools, and has a champion team, an U19 echelon, an U17 echelon and an amateur team, which reflects the effectiveness of Jingchuan County Football Association reform. The development of grass-roots football in Jingchuan presents a good trend, which is not only the component of football professionalization reform, but also supported by the three-level training network of competitive sports national system, and the association, sports school and club cooperate and form a joint force. The deepening reform and practice of county-level individual associations, the development of county-level football clubs and the modernization process of amateur sports schools are all key and difficult points in the construction of a strong sports country and the development of grass-roots sports organizations. For the government and an effective market, it may be the internal logic of the wonderful performance of this grassroots counterattack.

If the road is long, the line will come, but it is difficult and more brave. We expect the society to pay more attention and support to grass-roots football, and we expect that the sports lifestyle with football as the carrier can meet the needs of more people for a better life!

In December, we feel the breath of winter and look forward to the arrival of the New Year. On this exciting day, the 2023 "Jiangsu Weiye Cup" International Table Tennis Grand Prix came to a successful conclusion in Wujin Gymnasium. This competition is guided by Wujin District Bureau of Culture, Sports, Radio, Film and Television and Tourism. Sponsored by Jiangsu Weiye Construction Group and Jiangsu Table Tennis Association; Wujin District Table Tennis Association; Co-organized by Changzhou Haohao Sports Culture Communication Co., Ltd., it attracted 143 athletes from 18 international teams including Cambodia and Malaysia and 16 Changzhou teams. The world famous Ochalov participated in the war on behalf of Jiangsu Weiye, which was full of popularity and was warmly welcomed by referees, athletes, staff and local people.

At 7:40 am on the 9th, the opening ceremony started on time, presided over by Bian Shuguang, deputy director of Wujin District Bureau of Culture, Sports, Radio, Film and Tourism, and Zuo An, executive vice chairman of Jiangsu Table Tennis Association; Wang Weiming, Chairman of Jiangsu Weiye Construction Group, Vice President of Jiangsu Table Tennis Association and President of Wujin District Table Tennis Association; Honorary presidents of Wujin Table Tennis Association Zang Jianzhong and Shan Junchu; Huang Biao, deputy leader of the national table tennis team; Chen Yongping, Hua Jiankun, Hu Jianhong and Huang Yuliang, vice presidents of Wujin Table Tennis Association, attended the opening ceremony. After the flag-raising ceremony, President Wang Weiming, as the host, extended a warm welcome to the athletes and spectators who came to participate in the competition, thanked the staff for their behind-the-scenes work, and promised to continue holding such competitions on Saturday and Sunday in the second week of December every year. Then the referee took the oath on behalf of Cao Wenqin and the athlete on behalf of Wang Qikai. Finally, Mr. Zang Jianzhong, honorary president of Wujin District Table Tennis Association, announced the opening.

The following competitions were ups and downs and exciting. One by one, the masters with exquisite skills and first-class level showed a wonderful confrontation, which brought wonderful enjoyment and harvest to the vast number of table tennis friends. Jiangsu Sports Leisure Channel and online live broadcast platform "Ping-Pong Jianghu" broadcast the two-day game live. Only the "Ping-Pong Jianghu" live broadcast platform has accumulated 1.6 million people to watch the game in two days, and more than 6,000 people are online at the peak, which makes people deeply appreciate the charm of the national ping-pong.

After the official competition, Mr. Wang Weiming, Chairman of Jiangsu Weiye Construction Group, and Ochalov held an exhibition competition for the audience.

After two days of fierce competition, the top four teams in Changzhou Group were Pengda Electric, Jiangsu Weiye, Changzhou Anzhidun Li Zhuo and Shuxiang Shijia Garden, and the teams tied for fifth place were Songyuan Precision, Spring, Summer, Autumn and Winter, Liyang Dainifei and Jiangsu Xuehu. Mr. shi jun, Vice President of Jiangsu Table Tennis Association, presented awards to the team that won the fourth place and tied for the fifth place; Mr. Wang Weiming, Chairman of Jiangsu Weiye Construction Group, Vice President of Jiangsu Table Tennis Association and President of Wujin Table Tennis Association, presented awards to the third and second place; Mr. Ju Minjun, Director of Wujin District Culture, Sports, Radio, Film and Television and Tourism Bureau, presented awards to the champion; The top four teams in the international group are: Jiangsu Weiye, Yihe Doors and Windows, Zhongyifeng Construction and Pengda Electric Appliances, and the teams tied for fifth place are Changzhou Kangaroo Dad Training Camp, Nanjing Simiminglai, Yixing Gaocheng Table Tennis Association and Yixing Yingfutai. Mr. Xu Jianrong, Jiangsu Table Tennis Association, presented awards to the team that won the fourth place and tied for the fifth place; Mr. Tao Xin, executive vice president of Jiangsu Table Tennis Association, and Mr. Zuo An, president of Jiangsu Table Tennis Club Federation, presented awards to the third and second runners-up; Mr. Wang Xianghong, President of Jiangsu Table Tennis Association, presented the prize to the champion.

Mr. Ju Minjun, director of Wujin District Bureau of Culture, Sports, Radio, Film and Television and Tourism, and many leaders of the Provincial Table Tennis Association came to the scene to watch the game. The leaders of the Provincial Table Tennis Association said that this competition was the largest folk competition held in China in recent years, and fully affirmed the working ability of Wujin Table Tennis Association. The whole competition process was organized in a standardized and orderly manner, and the referees were professional and conscientious.

At the closing ceremony, President Wang once again fully affirmed the organization of this competition, and said that he would sum up the experience of this grand prix. Next year, international professional groups and amateur groups will be added to attract more table tennis experts to participate in the competition, and strive to make the annual "Jiangsu Weiye" competition into an event where you can learn the game, make friends and feel at home.

Since the beginning of this year, "special forces travel" has exploded. In fact, there is never more than one way to open a trip. There are "filming agents" who amaze the circle of friends, people who queue up for 2 hours just to be "temporary breeders", and some people say that "thousands of scenery is not as good as accompanying you". China Tourism Day, look at the true portrayal of contemporary young people’s travel. Are you yourself? Safety first, just have fun.

Bigan, the god of wealth, is a god of wealth in Chinese folk belief, expressing the good wishes of the working people in China to ward off evil spirits and disasters and welcome good fortune. His surname is Biganzi. Bi was born in Ganmoyi (now Weihui, Henan), the second son of Wen Ding, the Shang emperor, and the uncle of Di Xin (Shang Zhouwang), the younger brother of Di Yi.

Bigan was born in the Seventh Sacrifice of Yinwuyi Bingzi (the 4th day of April in the summer calendar in 1125 BC) and died in 1063 BC. He was an important official of the Shang royal family and worshipped Shao Shi (the prime minister). He assisted two emperors all his life. At the age of 20, he assisted Di Yi, the king of Shang, with a high position as a teacher, and Di Xin (Yin Zhou Wang) was entrusted with the orphans.

He assisted Wang Zhongjun, the emperor of Shang Dynasty, in patriotism, pleading for the people and daring to speak out and remonstrate, and was called "an eternal loyal minister". After Zhou Wang dug his heart, he became a careless person because his heart was hollowed out, so he was careless and impartial, and was regarded as the God of Wealth by later generations. He was the first God of Wealth worshipped by the people and widely praised and worshipped by the world.

Di Yi was assisted by Di Xin, who had been in politics for more than 40 years. He advocated reducing taxes and corvees, encouraging the development of agriculture and animal husbandry, advocating smelting and casting, and enriching Qiang Bing. At the end of the Shang Dynasty, Di Xin (Zhou Wang) was tyrannical and dissolute, extorting and extorting money, sighing for the Lord, refusing to remonstrate, not being loyal, fearing death, not being brave, remonstrating, not using it, dying, and being loyal, so he went to the Star Tower to remonstrate for three days.

He asked why he relied on benevolence and righteousness more than he did on dry days, so he relied on anger. He said that I heard that saints have seven minds and believe in everything. Then he killed Bigan and dissected his heart, at the age of 64. After Bigan’s death, Zhou Wang sent someone to Bigan’s home to exterminate his family. There were two pregnant concubines in Bigan’s family, and one was caught and brutally executed.

Bigan’s wife, Chen, managed to escape in order to save the baby in her womb. Soldiers who sympathized with them secretly released her and four handmaids. They left the capital together to sing songs and went to live in seclusion in the mountains. Later, they gave birth to a boy, and now they call this cave "Linmu Cave".

Soldiers in Zhou Wang searched the descendants of Bigan everywhere. When they found them, they asked what the child’s name was. Mrs Bigan lived in the forest, and there was a mountain spring around the forest, so they told the soldiers that the child was called Lin Quan. Later, Zhou Wuwang defeated Zhou Wang, found Mrs Bigan and her children, and named the child Lin Jian, who was the ancestor of Lin.

It’s autumn season again, but look at your belly, how dare you gain weight again? Here I recommend 8 kinds of exercises that consume the most calories, so that you can lose weight and eat well!

Photo/Pexels

Running running

"Running is one of the best calorie burners out there, ” certified personal trainer Daniel Saltos says. An average person can burn anywhere from 500 to 1000 in one hour of running. “Speed, pace, and endurance are all factors that can impact this range. But running uses every muscle group in the body, allowing you to burn more calories."

Daniel Saltos, a professional personal trainer, said: "Running is one of the most calorie-consuming exercises." Ordinary people can burn 500 to 1000 calories after running for an hour. Saltos pointed out: "Speed, rhythm and endurance are all factors that affect calorie consumption. But running will use all the muscle groups of the whole body, which will make you burn more calories. "

Swimming swimming

Swimming is a low-impact workout that also targets multiple muscle groups. “In just 30 minutes of swimming, an average person can burn 200 to 300 calories,” Saltos says. Swimming also improves cardiovascular health, builds endurance, and increases strength—all great reasons to want to hop in the water.

Swimming is a low-intensity exercise, and it also uses multiple muscle groups. Saltos said: "The average person can burn 200 to 300 calories in 30 minutes." Swimming can also improve cardiovascular health, enhance endurance and strength, which are all good reasons to urge you to swim.

Cycling cycling

There’s nothing like a nice evening bike ride when the weather’s nice, and it’s actually a great workout for you as well. A long, steady bike ride can burn up to 500 to 700 calories in an hour, Saltos says.

Riding on a sunny night is perfect, and it is also a good exercise. Saltos said that cycling at a constant speed for up to an hour can burn 500 to 700 calories.

High intensity interval training (hiit) high intensity interval training

If you want intensity, HIIT exercises provide exactly that. These workouts involve working hard in intervals, then resting. Because your heart rate will stay elevated, you’ll burn more calories in less time. “On average, a person will burn 400 to 600 calories in 30 minutes,” Saltos says.

If you want to improve your intensity, then high-intensity interval training is very suitable for you. This training method is to do high-intensity exercise at intervals and take a break between the two groups. Because your heart rate will remain high, you will burn more calories in a shorter time. Salrose pointed out: "Doing high-intensity interval training for 30 minutes can consume 400 to 600 calories on average."

Jumping rope skipping rope

This childhood activity can actually do wonders for your health. “Jumping rope is great for strengthening the lower and upper body while improving endu rance and cardiovascular fitness,” Saltos says. It also improves your coordination, because your mind has to work while you jump. Jumping rope can burn 600 to 1000 calories in an hour.

Skipping rope as a childhood activity is actually very good for your health. Saltos said: "Jumping rope is very helpful for strengthening the strength of the upper body and lower limbs, and it can also improve endurance and cardiovascular health." Skipping rope can also enhance your coordination, because you have to use your head when skipping rope. Skipping rope can burn 600 to 1000 calories in an hour.

Strength training strength training

Strength training is one of the most efficient ways to burn more calories. “One hour of strength training can burn 300 to 400 calories on average, but you’ll continue to burn more calories throughout the day because of the EPOC effect,’” Saltos says. The EPOC effect, also known as excess post-exercise oxygen consumption, represents an increase in metabolism that occurs after strength training linked to the consumption of oxygen that is required to help restore the muscles.

Strength training is one of the most effective ways to burn calories. Saltos said: "Strength training can burn an average of 300 to 400 calories in one hour, and you will burn more calories later because of the effect of excessive oxygen consumption after exercise." The effect of excessive oxygen consumption after exercise means that oxygen consumption after strength training will accelerate metabolism and help muscle recovery.

Boxing boxing

Not only is boxing a great way to release pent up energy, but it also helps improve balance, boost endurance, and strengthens the upper body and core. “Boxing helps you get a good calorie burn, too, with the average person burning up 500 to 800 calories in an hour session,” Saltos says.

Boxing is not only a good way to release excess energy, but also helps to improve balance, enhance endurance and strengthen upper body and core strength. Saltos said: "Boxing can also help you consume a lot of calories. Boxing for one hour can make ordinary people consume 500 to 800 calories."

Rowing rowing

The pushing and pulling motion of rowing machines targets multiple muscle groups including the arms, core, and back, helping you to burn more calories. “An hour of rowing will burn 400 to 600 calories on average,” Saltos says.

The push-pull action of rowing machine will use multiple muscle groups including arms, core and back, thus helping you to consume more calories. Saltos said: "Rowing for an hour can consume an average of 400 to 600 calories."

English source: Yahoo News

Translation & Editor: Dany

Source: China Daily.

Shanghai will focus on "Eight Fashion Products", that is, eight categories of fashion consumer goods, further strengthen the chain, build a high-quality innovative supply system, and strive to become a fashion production place, trend gathering place, innovation source and consumption leading place in 2025, and promote the scale of fashion consumer goods industry to reach 520 billion yuan.

The Action Plan for High-quality Development of Fashion Consumer Goods Industry in Shanghai (2022-2025) (hereinafter referred to as the Action Plan) was announced yesterday, which clarified the path for Shanghai to build a "fashion capital".

Cultivate a group of leading enterprises of billions and billions.

Shanghai’s fashion consumer goods industry has always been profound and rich in atmosphere. "Shanghai brand" and "Shanghai goods" are well-known throughout the country and have strong capabilities in global consumption resource allocation and consumption innovation. In 2021, the scale of Shanghai’s fashion consumer goods industry reached 433.5 billion yuan, a year-on-year increase of 9.9%; The accelerated transformation and upgrading of industrial structure and the strong combination of fashion and scientific and technological advantages have laid a solid foundation for further building a "fashion capital".

The "Eight Fashion Products" that Shanghai will focus on in the next step refer to the top products of clothing, cosmetics, exquisite food, excellent sports products, smart products, quality products of life, exquisite crafts and digital fashion products. They are not only the key areas of all kinds of first stores, first shows and first exhibitions, but also an important component of the "total retail sales of social consumer goods", an important indicator of macroeconomic operation. Statistics show that in the first 11 months of this year, the city introduced 982 first stores of various types, most of which belong to the category of "eight fashion products"; At the same time, among the total retail sales of social consumer goods in the city in 2021, "fashion eight products" accounted for over 70%. Therefore, promoting the high-quality development of fashion consumer goods industry will play an important role in building an "initial economy" ecological chain, further enriching the supply of consumer goods market and accelerating the construction of an international consumption center city.

According to Shanghai’s new Action Plan, by 2025, we will strive to establish the status of "Fashion Capital" that leads the fashion and defines the trend, build a trillion-dollar consumer market of fashion consumer goods with demonstration and leading role, and realize an industrial scale of over 520 billion yuan, with an average annual growth rate of 5%. The Action Plan proposes that by 2025, three to five leading enterprise groups with operating income of 100 billion yuan, 20 head enterprise groups with operating income of 10 billion yuan and 200 key enterprises with operating income of 1 billion yuan will be cultivated; Construction of 10 smart factories in the fashion consumer goods industry, 100 digital application scenarios of fashion consumer goods industry characteristics, and 1,000 integration scenarios of fashion consumer goods with shopping, service and culture; We will build three to five characteristic industrial parks for fashion consumer goods, develop a number of municipal-level boutique parks and fashion creativity demonstration spaces, and form national-level industry characteristic regions and industrial clusters.

"Ten Actions" to Enhance Core Competitiveness in an All-round Way

In order to achieve the above goals and comprehensively enhance the overall efficiency and core competitiveness of the fashion consumer goods industry, Shanghai will implement ten major actions around three special projects in the next few years.

In terms of "Special Project for Promoting Digital Innovation and Upgrading", Shanghai will implement "new strategic source action of scientific and technological research and development, new empowerment action of digital manufacturing, new leading action of brand building and new efficiency-enhancing action of creative design", focusing on key core technological breakthroughs and promoting the application of technologies such as digital twins in all aspects of consumer goods. In fact, digitalization will play a key role in the future development of Shanghai’s fashion consumer goods industry. Among the "Eight Fashion Products" that Shanghai focuses on, there are "smart products" mainly based on hardware and "digital fashion products" mainly based on software and service forms. The Action Plan makes it clear that Shanghai will encourage enterprises to develop virtual fashion, focusing on digital fashion, digital virtual people and personalized, high-flow and multi-interface virtual applications.

Around the "Special Project for Optimizing and Upgrading Carrier Scenes", Shanghai will implement three actions. First of all, according to the new version of Shanghai Industrial Map, we will build a "1+9" and "Fashion Nebula" industrial space with the central city as the core and nine surrounding cities such as Pudong and Minhang, and develop three characteristic parks: Oriental Beauty Valley Beauty Park, Xinshishang Urban Industrial Park and Jiangnan Zhizao International Design Port. At the same time, a new integration action of consumption scenes will be implemented to guide enterprises to carry out the integration layout of online and offline consumption scenes. In addition, support the traditional "national tide" to upgrade with new technologies and new ideas.

In order to build a perfect fashion ecosystem, Shanghai will also introduce and cultivate a group of leading talents in the fashion consumer goods industry, formulate the selection criteria for "Shanghai Fashion Products" and start the certification, and will also publicize and promote the overall image of "Shanghai IP" and the global new product launching place, so as to expand the industrial brand of fashion consumer goods as a whole.

Author: Zhang Yi

Editor: Shi Wei

Source: vision china

Author: Chen Xianda (honorary first-class professor of China Renmin University)

Everyone lives in his own time, and no one can surpass his own time. The epochal nature of human beings is also the historical nature of human beings, because any era is a stage in the historical process. People observe things and the world from their own times and personal situations, so historicity and epochal nature are not only the characteristics of human cognition, but also an insurmountable fate.

The creators of China’s traditional culture are not the embodiment of absolute spirit, but great thinkers, who are all realistic people living in specific times. Their thoughts are great because their ideas and theories not only reflect the requirements of their times, but also have wisdom beyond the times. Real thoughts have both the characteristics of the times and the eternity beyond the times.

Some people say that it is wrong to take the essence and discard the dross. Everything that can be handed down in Confucianism is the essence; Not the essence, it has long been eliminated by history. The same is true for the whole traditional culture. Is that right? It’s only half right. There are both the essence and the dross that have been handed down. Because the spread of traditional culture is not the culture itself, but the choice of people, especially the choice of the ruling rulers. They carry on the cultural inheritance according to their standards. The evolution of cultural tradition is not the evolution of culture itself that has nothing to do with society, but is filtered and screened by the times and history. The standards of filtering and screening cannot be divorced from the standards of class. Because the dominant thoughts in any society are the thoughts of the ruling class. Zhu Xi’s selection of The Analects of Confucius, Mencius, University and The Doctrine of the Mean as four books certainly has his own standards. There are also standards for the selection, deletion and revision of "Sikuquanshu" compiled by Qianlong. We are in socialist China, and we also have our own standards for traditional culture, that is, "take its essence and discard its dross".

Some people say that what is "essence" and what is "dross" cannot be distinguished. Indeed, unlike apples, culture can be divided into two parts at a glance, and the rotten ones can be removed and the good ones kept. Traditional culture is a complex organism. It is impossible to treat traditional culture simply by taking it. It must be chewed by oneself and digested by the stomach, which is reading and understanding. "Take its essence and discard its dross" is the traditional cultural view of Marxism. Not only do communist party people do this, but all dynasties have done it. It’s just that the standards of "essence" and "dross" are different in each era and class. In the process of culture development, there are both screening, reservation and increase, just like flowing water.

For us, the standard of distinguishing essence from dross is the standard of Marxism. Mao Zedong has long said that the factors that contribute to the establishment of a national, scientific and popular culture in traditional culture are the essence, and the opposite is the dross. In the construction of Socialism with Chinese characteristics, the essence is the factor that contributes to the establishment of advanced socialist culture and socialist core values, and all superstitious, backward and reactionary things are dross. The so-called creative transformation and innovative development of traditional culture is to absorb Chinese excellent traditional culture to build advanced socialist culture and make it an important ideological resource to cultivate socialist core values.

The interpretation of traditional culture is actually the interpretation of the reader. What can be read depends on the reader. The interpreter is in the social life of a certain historical period, and he has his own position, academic background or opinions. Therefore, it is very important to interpret traditional culture from what point of view. It is self-evident that there is a great difference between interpreting Confucianism from the west, interpreting Confucianism with Confucianism, or insisting on analyzing traditional culture from the perspective of historical materialism. In contemporary China, it is definitely a controversial issue whether the study of Confucianism should adhere to the basic theories and methods of Marxism. We believe that Marxism can’t replace Confucianism, but if the study of contemporary Confucianism still can’t go beyond the original perspective of Confucianism, then whether it is followed or continued, it is still confined to the traditional scope of Confucianism, at best, neo-Confucianism. If the study of traditional culture is still in the original tradition, and can’t produce new ideas that adapt to the times and are consistent with the direction of historical progress, then what is the significance of attaching importance to traditional culture? Tradition is valuable because it can generate new ideas through activation, collision and absorption. For contemporary people, excellent traditions are ideological soil and nutrients, not just edible fruits. We should bear contemporary fruits in the soil of traditional culture. We really need experts in Confucianism, but it is not under socialist conditions to cultivate a group of Confucian scholars who are still square and obedient and dare not cross the line.

Source: China Social Sciences Network-China Social Sciences News

This year, we reported on Changyou’s new action. This old factory is uncharacteristically conducting game tests frequently.

Moreover, this momentum has not subsided until recently. Changyou has tested 37 games overseas in the past six months.(It refers to the package of the game, including the package that has been removed from the shelf, and there may be different packages but the same content.).

Most of the games tested are light and moderate, and one of them, Covenant of Victory, which is a casual SLG game, looks quite distinctive.

Today I’m going to talk about Covenant of Victory.

At present, it is speculated that this game is still in the stage of gameplay verification.

Its art materials are highly consistent with the previously tested product "Dispute of Homeland", and many explosive games can be seen at the gameplay level.

The Covenant of Victory is special because it mixes a lot of small games. In this game, you can see open boxes, strong chess, merge-2 and other gameplay, all of which are light and moderate categories, or the types of gameplay that are often seen in WeChat games.

Gameplay fusion is nothing new, and the above-mentioned open-box gameplay has also spawned many types of innovative fusion.

Just as mixing wine needs to choose a base wine, so the integration of gameplay also needs to choose a base. In the process of "A+B", no matter how many elements are added later, the core gameplay should not change.

The Covenant of Victory is somewhat divorced from this logic.

Although it still retains SLG’s marching, team matching and other gameplay, it is difficult to define after the experience, whether it still takes SLG as the core gameplay or has been diluted into an open box game.

This game just takes the difficult definition of this experience as the highlight.

The Covenant of Victory mentioned the words "zero waiting time" and "random recruitment" in the game introduction. It is hard to imagine that such an experience will appear on a SLG.

It can be clearly seen from the cultivation of gameplay that SLG is often inseparable from the framework of card games in design.(including the card drawing, training and team matching of military commanders)The card game also determines the common commercialization mode of SLG. No matter how the theme or gameplay changes, the deep cultivation game is always the same.

Covenant of Victory, on the other hand, makes the cultivation of cards more simple. The game gave up the traditional way of drawing cards, but adopted the simplest synthetic gameplay. The same way of playing is rare, which can be seen in crazy games’s Crazy Fight Monsters. This game is now out of service, which means that there has been no successful case of this design.

Merge-2′ s synthetic gameplay is easy to use. Players can get monster eggs by placing hanging machines or paying fees, and instantly generate monsters of different classes. Two monsters of the same class can be synthesized. There is a probability of successfully synthesizing a high-class monster, and there is also a probability of failing to generate a slime. slime can only be used to upgrade the level of other monsters. Simply put, this can only be regarded as a form of casual games.

This kind of cultivating gameplay can be done long enough-there is no fixed synthesis formula in the game, which means that even if the player synthesizes a high-grade monster, he doesn’t know in advance whether it is the one he wants, and the game will rise exponentially. Moreover, no matter whether the player wants to synthesize a monster or obtain a slime, different purposes can only be achieved through the operation of "incubating eggs". The reason why the formation line of the game is longer is simply because of the influence of randomness, which leads to the loss of efficiency of the player’s formation decision.

At the same time, this kind of gameplay does not have depth-the way to cultivate magic objects only retains "upgrade", and designs such as equipment and magic objects are abandoned. Although lightness is the trend of SLG now, if most products work hard on fur to attract players, then "Covenant of Victory" has gone deep into the bone marrow, and even seems a bit dull.

The relatively mild card game also affects the core game of Covenant of Victory, which makes its weight shift from SLG to placing cards.

The cultivated monsters can be matched with teams and play a role in the SLG battlefield. Convention of Victory uses the traditional COK-like framework and still has the characteristics of point-to-point marching and inspection tasks. However, although "Covenant of Victory" has designed legion skills for each monster, the content of SLG fighting in the game has not yet been produced, and the fighting process is only PV video, which has nothing to do with the team in which the player plays.

Now the PVP game of Covenant of Victory is more like inheriting from the open-box game, instead of thinking about moving closer to SLG. In the game, the content of playing cards is made. Players can choose to play a monster and form a two-person team with the Lord. They can play against other players by consuming admission tickets and finally get rewards according to the points ranking.

Similarly, "Covenant of Victory" provides two ways of conscription, and adds randomness to one of them.

One is the combination of strong chess, which is not only the main way for players to recruit, but also the embodiment of randomness. Players will harvest a certain number of dice by hanging up and SLG killing wild monsters, and will randomly get different kinds of soldiers or gold coins after throwing them on the chessboard. It is difficult for a player to get a specified kind of soldiers simply by rolling dice, but he can also use special dice to roll a specified number of points, which may become one of the paid contents in the future.

The efficiency of conscription may be limited, but the benefits will be higher. As players roll dice more and more times, the level of the chessboard will increase, and the number of soldiers won will also increase each time.

The other is to use gold coins to buy soldiers of specified types directly, which also eliminates the waiting link for training soldiers. However, this recruitment method has a limited amount, and only a certain number of soldiers can be purchased every three days. This will not become the main means of conscription, but can only play an auxiliary role.

If you formally join the SLG gameplay, it will be difficult for players to get the arms they want, which also means spending more time accumulating troops. Perhaps the game of strong chess itself is mild, but it will become more severe when applied to SLG game.

In addition, Covenant of Victory changed SLG’s urban construction play into the form of opening boxes, and the play experience also changed from the original macro "strategic management" to the relatively micro "role development".

Urban construction play is the key to control the game rhythm in conventional SLG. Players need to spend time waiting for the building to be completed, and they also need to follow the order to unlock the upgrade conditions. In this process, you can use acceleration props or unlock the construction queue to improve the construction efficiency, which also provides a commercial space for the game.

However, "Covenant of Victory" directly abandoned the concept of "urban construction", and players only need to keep opening boxes to get buildings, thus saving the time waiting for construction.

These buildings are not only functional. They also need to be regarded as "equipment", and at the same time affect the value of the Lord’s combat power, and the Lord’s combat power determines whether the player can continue to advance the task progress.

Just like the box-opening game, players get stronger buildings in the process of constantly opening boxes, and choose to replace them or sell them. After selling the treasure chest, you can get gold coins and upgrade the treasure chest level. Gold coins are the only resource in the game.(excluding paid content)The level of treasure chest determines the probability of high-quality buildings.

"Covenant of Victory" basically restored the game experience of opening boxes, and made the threshold lower, and provided treasure boxes to players through a series of ways, such as hanging up, completing tasks, and killing wild monsters.

In particular, the design of hanging up the machine will not exist in many open-box games, because as long as the process is properly designed, players will not "encounter no boxes to open" in the early stage of the game, and the Covenant of Victory still adds the guarantee measures.

Nowadays, the game of opening boxes has a very high popularity in domestic and foreign markets, and it has also been sought after by many manufacturers. For example, "Seeking the Way", which is a mutual entertainment of Sanqi, has been a great success in the WeChat game, and it has also achieved good results in using the App to go to sea. Recently, it is also preparing to launch a new product "Little Fight". What can be recognized is that this gameplay originated from the WeChat game and has potential on the App side.

Compared with the traditional SLG gameplay, opening a box is likely to extend the player’s online time. In other words, it is difficult for players to have nothing to do. As long as they are willing to spend time, they will definitely gain combat power improvement or resource accumulation, and they will basically not be discouraged by the game control progress. For reference, the producer of "Crazy Knights", which opened the box, once revealed the initial data of the operation, and the average online time of users reached 60 minutes.(It may also be influenced by small game platforms).

The online time of a player may not be the standard to measure whether an SLG is excellent or not, but it often means that it brings a continuous sense of growth to the player, and this more direct and intense stimulation may better retain the player.

In addition to bringing advantages, it also takes a certain price to join the open box game, the most obvious thing is to reduce the weight of resources. This is also very important for SLG. When the fun of resource production, distribution and consumption is no longer provided in the game, players may lose their sense of purpose in SLG gameplay.

Generally speaking, the Covenant of Victory is still a product in its infancy, and the game experience focuses on single-player play.

However, don’t forget that when the open-box game is in the fierce competition of innovation, when everyone is thinking about how to use the open-box game as the base, few games have used it as an auxiliary game so far. As for the feasibility of this innovative direction of integration with SLG, it remains to be seen.

Image source @ vision china

Wen | New Consumption of Tide Watching, Author | Xinyi, Editor | Eucommia ulmoides Oliv.

In recent years, China’s beauty industry has ushered in Shuang Sheng in scale and growth rate, which is an important evidence of the rise of "national tide".

As for the important factors that lead to the rapid rise of many new domestic beauty products in the past few years, based on the supply side, domestic beauty suppliers have served international brands for many years and have accumulated enough experience in technology and mode, and the efficiency of China’s beauty supply chain is leading the world.

Based on the consumption side, the economic situation of the new generation of consumers has improved qualitatively compared with the previous generation, and they also have more time and energy to study and invest in the "beautiful cause".

This is the big background.

Besides, there is a rare opportunity that belongs to China’s beauty industry, which we call the "functional/ingredient era".

When a beauty manufacturer shared it before, it was mentioned that the so-called "function/component" concept was not put forward by a professional research institution in an industry or a so-called core enterprise with the right to speak in the industry, but a concept put forward by the market.

That is to say, consumers "force" the beauty industry to continuously deepen their understanding of functions/ingredients based on their emphasis on functions/ingredients. We seem to have seen the arrival of the "era of consumer sovereignty".

How did this era come about?

We believe that on the one hand, technology itself is improving. People’s pursuit of beauty and health is engraved in their genes, so that the beauty industry has been cracking the password of "eternal youth" through technological innovation for so many years.

With the efforts of the R&D end, the proven more effective raw materials and processes will replace the previous solutions. For example, if we lengthen the time line, we can see that China’s beauty has evolved into a functional era step by step, and the core driving force must be the technology itself.

Source: Fengrui Capital

On the other hand, the era of efficacy has become an industry consensus, and it also depends on the rise of social media and corresponding digital means.

With the help of developed information channels, "rich and leisure" consumers have established an unprecedented understanding of beauty products and even the industry. They know exactly what they need and are more capable of judging truly valuable solutions.

Functions/ingredients based on advanced technical capabilities have also become the most recognized beauty concept in the market with the help of new channels.

With the help of new channels and new marketing, an unprecedented high-efficiency bridge has been built between brands and consumer markets, and the efficiency of product market verification has been greatly improved.

Based on the above background, it is not difficult for us to understand the significance of today’s technology to the beauty industry in China. We will also start to sort out and show the scientific and technological innovation of China’s beauty industry around the key words of science and technology.

From the beginning of research and development to the terminal-oriented, the beauty industry relies more and more on scientific and technological strength in each core link. Based on market observation, we summarize the current mainstream technological innovation methods in each link.

• The research and development end is mainly the technological innovation of raw materials and processes. From the perspective of raw materials, more and more "local raw materials" are attracting market attention;

• In the field of packaging, environmentally-friendly packaging materials driven by the concept of sustainable development are becoming the focus of the field. In addition, the technological innovation of packaging is also directly empowering the product itself. For example, through special packaging to maintain the activity of ingredients, reduce the emulsification reaction that may lead to allergies, reduce the irritation of some ingredients, and help control the proportion of ingredients to achieve the best results;

• At the channel level, no matter which channel the brand is exerting its strength with traffic bonus, digitalization is a technological innovation link that cannot be avoided by reducing costs, improving quality and increasing efficiency. Building a new "people and goods yard" through digitalization is always the goal to be achieved in the process of channel reform;

• The same is true in marketing. Digitalization makes the connection between channel marketing closer and closer, thus creating an increasingly smooth sales link for the brand. Nowadays, digital marketing tools have almost become the standard of beauty brands, and the essence of tools is to serve efficiency. What we often call "user thinking" is essentially a more efficient content model that links the market.

Here we also show the full-link technology empowerment in the field of beauty through some cases.

In the field of R&D, Galand Group, the parent company of Nature Hall, mainly promotes a kind of "indigenous component", a microbial strain in the Himalayas, which is also a component of the cooperation between Galand and Chinese Academy of Sciences in microbial research.

Now, this ingredient with "anti-oxidation" function has practical product application, and now it is also one of the star products of Nature Hall.

Another typical case of process innovation comes from Zhiben.

No matter how good the ingredients are, if they are not absorbed, the effect will be discounted. Today, an important technological innovation direction in the field of beauty cosmetics is actually to solve the problem of how functional ingredients are used by the human body.

The present technology is called "artificial exosome delivery technology", which can effectively absorb extracellular active ingredients by activating cells and increase the efficacy of the ingredients themselves.

There are also corresponding products on the market.

In the field of packaging, Runbaiyan’s packaging is more representative on the level of sustainable development. At the same time, it has a strong sense of design and recognition, and tells the brand concept through product packaging.

Regarding the following channels and marketing digitalization, here is a marketing link.

Between planting grass and pulling grass, there is also a link to raise grass, which is also a link to open up online and offline, public and private domains through data, improve the quality of marketing reach in an all-round way, and increase consumer experience.

It shows that in addition to some direct efficiency transformation, we should also add more indirect content to give marketing content and emotional value. And our current digital tools and solutions are indeed more and more intelligent, so high that we can achieve continuous optimization of content through accurate consumer analysis.

The influence of science and technology on the field of beauty is increasing, and this cognition is also reflected in the business process of industries and enterprises through data.

First of all, the proportion of R&D expenses of head beauty enterprises in total revenue has gradually increased in the past three years. Huaxi Bio and Betani are outstanding, with R&D expenses accounting for more than 5% in the past year.

Moreover, not only domestic beauty cosmetics are following the era of technological beauty led by efficacy skin care, but now many foreign brands are also highlighting their scientific research strength and related achievements, fully catering to the efficacy wave.

We have observed that the overall trend in the field of beauty today has changed from "volume marketing" to "volume channel" to "volume research and development" and "volume efficiency".

Show you some typical cases that everyone is familiar with-

The first is Huaxi Bio, which started from the research and development of raw materials. Before that, it was more of a core supply chain enterprise serving the B-end such as medical care and medical beauty. Later, the advantages of raw material research and development and channel funds were expanded, and the beauty brand matrix was developed to play the C-end market and gradually become a terminal brand enterprise; Now Huaxi Bio is a veritable beauty industry chain group enterprise.

Bettini also takes the whole chain route, starting from the conservation planting at the source, integrating R&D and production of brands; Now the product system covers cosmetics and medical devices, and continues to expand in the field of beauty.

These two cases are more focused on the field of skin care products. Cosmetic companies, which have always been regarded as not paying much attention to R&D, are actually gradually consciously raising the threshold of product competition with scientific and technological investment-the parent companies of Perfect Diary and Huaxizi now have their own R&D centers, or do research and development of products with technical content through cooperation with authoritative scientific research institutions.

The direction involved is also inseparable from products and processes. Now many make-up brands are also improving the safety of their products through "local raw materials", creating brand recognition, and even giving make-up products the efficacy of nourishing skin.

Including now, many make-up brands are also making efforts in the field of base makeup, which requires higher research and development, and establishing their own moat through products with thresholds.

Finally, through a table, I will show you the R&D, construction and related trends of new domestic beauty brands on the market.

Just now, we mentioned that mainstream beauty companies on the market are making efforts in research and development, and also listed relevant data, but in fact, it is difficult for each industry to set a perfect absolute value for R&D investment.

However, the gradual upward trend itself will reflect the positive correlation between R&D investment and the market value of the brand. I believe that it is precisely because of this that the brand has the incentive to continuously increase the price in science and technology.

In the next part, we take this view and show the beauty technology and product direction with high market recognition through some specific cases.

Let me give you a general picture first. This is the main positioning and concept of domestic beauty head brands (including listed companies and cutting-edge brands). Obviously, we can see the weight of scientific research on brands now.

Source: business staff liquid essence category seven-day product ranking

In addition, we also found that more and more products will directly write the ingredients when optimizing the platform keyword search, which actually reflects that consumers’ understanding of beauty technology has reached a certain height today.

Then look at some specific cases-

The first one is hyaluronic acid, represented by "Huaxi School". Here is a direct example of Runbaiyan.

Since its debut, Runbaiyan has been deeply cultivating hyaluronic acid by relying on Huaxi Bio. This year, it directly expressed its brand positioning as "hyaluronic acid technology repair aesthetics", focusing on precise repair of surface, middle and bottom layers.

We also briefly summarized the launch of Runbaiyan on various platforms and the brand word cloud based on the launch, and found that the whole play and positioning of Runbaiyan have a high degree of overlap.

Of course, the core of brand marketing is products. In particular, the brand matrix of Huaxi Bio has always emphasized the concept of "big single product" and advocated that the whole series should be driven by big single product.

Let’s take another example that obviously adopts component positioning, which can be beautiful.

The human-like collagen of giant creatures has a very high reputation in the industrial circle, and it has been named as the original ingredient of China. When doing brand operation, it is also the idea of "core ingredients+efficacy output+big single product". That is, "recombinant collagen+fragile muscle repair+mask, second throw, collagen stick".

We also pulled some data from mainstream platforms to show the product line and sales of Fumei.

The third case is Ximuyuan, which takes the component route.

When Ximuyuan was first recognized by the market, it was also inseparable from ingredients, but industrial cannabis and medicinal Phellinus linteus finally went wrong for various subjective and objective reasons.

However, Ximuyuan has been building its brand around natural ingredients, and now it mainly promotes the product lines of camellia and cherry blossoms. In fact, camellia is not originated by Ximuyuan, but it does not hinder the positive effect of this ingredient on the brand.

At present, Ximuyuan combines the concept of natural ingredients with urban life from positioning to marketing, which is also the ideological trend that cutting-edge consumer brands in China will generally graft.

Let’s talk about a domestic brand PMPM.

The big move of PMPM this year is to set up a global skin care research expert committee, with the core purpose of "providing solutions to skin problems for consumers in China". The brand has always wanted to promote the concept of "formula", and the formula represents the collection of ingredients and technology.

This is also a case where the brand’s hard scientific research strength is directly presented at the market level.

Finally, I will share this report and show the possible trends from the perspective of our industry.

First, the beauty and skin care industry has entered the era of "strong supervision". No matter which industry will pay special attention to policy orientation and industry rules, beauty is actually an industry with a high customer complaint rate, and the impact of policies on brand enterprises is very obvious.

Judging from the adjustment of filing rules in recent years, it can be clearly found that the supervision of the beauty industry has become stricter. Some products can no longer use the expression of "medical" in publicity, which actually puts forward higher requirements for the brand’s product strength.

Since we are in the age of efficacy and benefit from it, we should not abuse it.

Otherwise, the effect will also fail.

Second, synthetic biology: reconstructing the next password of the beauty industry. Brands need to pay attention to some important scientific and technological innovation trends. From the feedback from the current investment market and the mainstream research and development direction of the industry, we conclude that synthetic biology is a research direction that is more concerned in the field of beauty.

Moreover, synthetic biology is also a direction in which China has the first-Mover advantage. At present, China’s synthetic biotechnology is comparable to the international mainstream level, and even in a leading position in some biotechnology fields.

Third, the capital market prefers biotechnology. Take a look at the signals sent by investment institutions. The first is the attention to the field of synthetic biology; Secondly, many investment institutions will favor the proven ingredients and efficacy to increase the certainty of investment; In addition, there are still opportunities for breakthroughs and innovations in sub-populations, scenarios and needs.

Finally, deep brand differentiation based on scientific research and development is the foundation for brand enterprises to impress investors and always stand in the market.

The next three trends are all related to channels and marketing.

Fourth, the development of offline channels has brought new growth points to the beauty industry.

Since the beginning of this year, many beauty brands have begun to work offline. In fact, going offline is the only way for brands to expand their channels. When everyone quickly starts online, whether they have reached the traffic ceiling or not, they will naturally extend offline, because offline service and experience are the core values of beauty brands.

Of course, today’s offline channels need to be upgraded on the basis of traditional shelf thinking, so that offline can become a scene with strong content, multifunction and more experience, which can effectively promote purchase decisions and enhance purchase intentions.

Here, people are no longer simple consumers, but change to accurate consumers; In contrast, brands need to use this scenario to provide more accurate products and services.

And with the empowerment of technology, online and offline will be opened up, resulting in sales linkage. In the future, omni-channel digital empowerment of retail+service+technology+experience is the only way.

Fifth, lay out private domain e-commerce and establish its own digital user assets.

Like the logic under the wire, the public domain leads to the private domain, which is an inevitable brand logic. Under the combined effect of the expensive public domain traffic, limited repurchase rate and emerging platforms and traffic dividends, private domain has almost become the standard for brands to maintain long-term growth.

Moreover, private domain is a channel strategy with compound interest, and the later it is, the higher the production ratio will be, which is also the application meaning of stickiness and repurchase.

Sixth, content innovation is the primary productivity of online marketing of beauty products.

We emphasize that no matter what kind of channels and marketing actions we do, everyone’s requirements for content must be getting higher and higher. The good live performance of Xiaohongshu this year actually confirms the effect of previous content accumulation, and the trust generated by high-quality content in the consumer market has been recognized and highlighted in the form of sales data.

We also advocate that today’s brand enterprises will no longer roughly divide their business into two categories, such as online and offline, public domain and private domain, but focus more on understanding and observing people and refining effective content for real people.

Insight into the output content, content construction experience, experience produces stickiness, and stickiness produces long-term purchasing power; With the help of content and market links, brands will generate new insights under the continuous benign interaction, thus serving the upgrading iteration of the whole business process such as technology, products, content, channels and marketing, and finally making the business form an "organism".

This is a process that takes content as the core driving force and constantly realizes the flywheel of brand growth in the positive cycle.

Seventh, finally, pay attention to a trend, and custom beauty has sprung up everywhere.

Customization is almost a foreseeable end point of all consumption, and customized service reflects the highest degree of respect for consumers. It also reflects the market’s pursuit of in-depth and high-quality services.

It is not easy to find a suitable product and service solution in the vast amount of information. From the industry to the market, people are looking for the next hot trend.

In fact, what is popular is not necessarily suitable.

Of course, thousands of people need not only the input of product technology, the deepening of market education and cognition, but also the more universal and customized solutions that cater to the consumption power of the masses.