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.

After fighting cancer for five years, he beat cancer!

In 2013, Henan Youth Construction unfortunately detected esophageal cancer, which is already in the middle and late stage. The doctor told him to live for half a year at most.

In order to survive, he underwent surgery to remove his esophagus by 14 centimeters, leaving a scar of more than 30 centimeters on his body. He received more than 25 times of radiotherapy and chemotherapy, and his weight dropped from more than 100 kilograms to more than 80 kilograms. His condition was finally barely stable. He was discharged from the hospital.

Leaving the hospital does not mean the success of anti-cancer, but the beginning of another battle.Generally speaking, a cancer is cured if it does not recur for 5 years after treatment.. On that day, Shi Jianshe wrote in his diary "This is the real beginning of anti-cancer".

Just discharged from hospital, he was in poor health. In order to improve his immunity, he decided to start running. Everything is difficult at the beginning, ordinary people can run easily, but for time construction, it is just like torture. On the first day of running, it was only three hundred steps on the road, and his heart was pounding, his legs were weak and he couldn’t breathe. ……

But he didn’t give up, and he still insisted on running the next day, although like the first day, he couldn’t breathe without "running" a few steps. In his view, it is enough to be lucky to make progress every day. He thinks, "As long as I run 3 to 5 meters more than the day before, it is victory."

In this way, he insisted on going out to run every day. After one year, he was able to run 5 kilometers every day, and even developed abdominal muscles afterwards. In 2017, by chance, he took part in the 24-kilometer race, which took 2 hours and 31 minutes. The runners who participated in the race simply didn’t see it, but Shi Jianshe turned out to be a cancer patient. Since then, he has never stopped running marathons and participated in one race after another.

In 2018, Shi Jianshe went to the hospital for review. The doctor told him that his condition was very stable and the probability of recurrence was very small. When the big stone in Jian Jian’s heart fell, he felt that running had changed a lot and gave him anti-cancer strength.

University of Copenhagen, DenmarkIn an experiment, the researchers divided the mice with cancer into two groups, one group did high-intensity exercise in the roller, and the other group did not do any exercise. It turns out that,Compared with the non-exercise group, the tumor in the exercise group has shrunk by nearly 50%.

In this regard, the researchers believe that the adrenaline secretion in mice can be greatly increased during exercise, and then NK cells in the blood can be activated. Once traces of cancer cells are found, they will be eliminated immediately. Moreover, interleukin-6 chemical signal will be produced in muscle during exercise, which can help NK cells locate cancer cells more accurately.

From the observational study, cancer patients with strong exercise ability also have longer survival time..

The National Institutes of Health selected 233,000 subjects aged 50-71 to conduct a questionnaire survey. The survey included whether there was any inconvenience in legs and feet, such as walking slowly and being unable to walk. Through the analysis, it is found that cancer patients are 42% and 24% more likely to walk slowly and be disabled than healthy people.Among patients with cancer, the risk of death of the slowest walker is more than twice as high as that of the fastest walker.

Since exercise can help fight cancer, what exercise is suitable for cancer patients? Or you can consider these three sports.

The Lancet.After a 10-year follow-up of 80,000 people, the magazine found three kinds of sports with high cost performance, such as tennis and badminton, which can reduce the cost.47%Risk of all-cause death; Swimming can reduce28%Risk of all-cause death; Aerobic exercise such as running can reduce27%All-cause death risk.

1. Swing movement

Swing can stimulate the shoulder muscles and arm muscles, which can strengthen the muscle strength of the two parts. And in the process of exercise, it is always in a state of rapid movement. This action requires the coordination of all muscles, which can make the leg muscles get a good exercise.

The brain also needs to think during the swing, which has a certain brain-strengthening effect, and the eyes need to be constantly adjusted during the exercise, which can help strengthen the blood supply and metabolism of eyeball tissue.

2. Swimming

Academician Tang Zhaoyou of China Academy of EngineeringIt is believed that swimming is the best anti-cancer exercise. In the process of swimming, it can promote the secretion of dopamine in the body, and dopamine has the function of inhibiting tumors and regulating immunity. However, attention should be paid to moderate swimming, and excessive swimming will have the opposite effect.

3. Aerobic exercise

Aerobic exercise can help improve myocardial antioxidant capacity, change related adipocytokines, improve blood lipid and enhance immune function, etc. During exercise, it can increase hormone secretion beneficial to physical and mental health and keep immune function in a good range.

Although exercise can bring many benefits to the body, we should pay attention to keeping scientific methods when exercising. These four things must be paid attention to.

1. Warm up before exercise.

You need to do it before doing any exercise.10~15 minutesWarm-up, including walking, muscle stretching and joint activities.

2. Achieve exercise intensity

To judge the intensity of exercise, it is necessary to take heart rate as an index, which generally needs to be achieved during exercise.60~85%The maximum heart rate, the reference value of the maximum heart rate of healthy young people is 220- years, and the elderly patients can use 170- years.

3, insist on exercise time

The exercise intensity of 70% maximum heart rate should be sustained.20~30 minutesAbove this intensity, it can be carried out for 10~15 minutes, and below it, it can be carried out for 45~60 minutes.

4. Keep exercising for a long time

The exercise frequency needs to be adjusted according to the intensity and duration. The higher the intensity and the longer the duration, the lower the frequency can be. Generally moderate-intensity exercise should be carried out at least once a week.3~4 timesInsist onMore than 12 weeksIn order to get better results.

There is no doubt that exercise can bring health benefits, but you must pay attention to keeping the right way to exercise. Have you learned all the above precautions? # Number One Weekly #

References:

[1] "[Health] How to exercise scientifically, come and understand quickly! National Health 12320 2015-07-15

[2] The Gospel of Cancer Patients: Research says that physical exercise helps to shrink tumors. World Wide Web 2016-02-17

[3]Chekroud S R , Ralitza G , Zheutlin A B , et al. Association between physical exercise and mental health in 1·2 million individuals in the USA between 2011 and 2015: a cross-sectional study[J]. Lancet Psychiatry, 2018:S221503661830227X-.

Reprinting is prohibited without the permission and authorization of the author.

References:

[1] Yang Ju. Women of all ages must do physical examination items. Health culture [J].2020, (10)

[2] Pan Xuequn. Physical examination of middle-aged and elderly women, pelvic B-ultrasound is indispensable. Especially healthy [J].2019, (25)

[3] Yifan. Women’s physical examination items should increase with age. Modern health care [J].2015, (11)

[4] Gwan Chin. Female physical examination, some abnormal don’t panic. Adolescent Health .2018, (10)

[5] official website, Department of Health Management, Southern Hospital of Southern Medical University.

[6] Luo Chen. China Women’s Physical Health Data Report. Health and Nutrition. 11-11, No.6, 2016, 1 page in total.

[7] Over 40 years old, women must check 10 items of physical examination. Medical and Food Reference. No.12, 2017, 40-40, 1 page in total.

[8] What items should be checked in the physical examination of menopausal women. Edited by Yu Chaoqin. Climacteric problems [M]. 2016

[9] Xiang Ruixi, Yin Yugang. The importance of female physical examination. Farewell to aging-self-test and self-treatment [M]. 2014

[10] Cheng Li. Investigation on menopause-related knowledge, behavior and needs of women with health examination. Chinese and foreign medical research. 2017-08-15.

[11] Chen Menglan. To explore the psychological and physical examination needs of middle-aged women. Practical Electronic Journal of Gynecology and Endocrinology .2019-06-28

Many people have a good habit of exercising, but many people still have doubts about the choice of exercise time. "Is it better to exercise in the morning or at night?" "Is running better or playing better?" "Do you choose aerobic exercise or strength training?" ….. For these questions, an article tells the answer!

This time of day is "prime time for sports"

On February 18th, Zhang Jihui team of Brain Hospital affiliated to Guangzhou Medical University published a study in the journal Nature Communications. Studies have shown that at any time of the day, moderate to intense physical activity can reduce the risk of all-cause, cardiovascular disease and cancer death. Importantly, compared with other time periods, daily exercise from 11: 00 to 17: 00 further reduces the mortality of all-cause mortality and cardiovascular diseases. ①

In this study, the researchers analyzed 92,139 participants, recorded their exercise time and intensity through effective accelerometer data, and analyzed the relationship between exercise and all-cause and specific-cause death risks.

Participants were divided into four groups according to their exercise time:

1. Morning group (5:00-11:00)

2. Noon-afternoon group (11:00-17:00)

3. Mixed group

4. Evening group (17:00-24:00)

The study found that:

1. Moderate to vigorous physical activity at any time of the day can reduce the risk of all-cause, cardiovascular disease and cancer death;

2. Compared with the morning group and the evening group, the all-cause mortality decreased by 11% and the mortality rate of cardiovascular diseases decreased by as much as 28% during daily exercise or mixed exercise from 11: 00 to 17: 00.

What sport suits you best? Different sports have different "efficacy"

1. The best exercise to reduce mortality-swing exercise.

In 2018, in a study published in the medical journal The Lancet Psychiatry, the researchers investigated the exercise data of more than 1.2 million people and found that all-cause mortality, such as badminton, tennis and table tennis, can reduce by 47%, followed by swimming and aerobic exercise, which can reduce by 28% and 27% respectively. ②

Swing can not only stimulate the shoulder muscles and the biceps brachii and triceps brachii, but also enhance the strength of the shoulders and arms, and exercise the coordination of the body and leg muscles in the process of rapid movement; In addition, the eyes rotate with the ball, which can improve the visual sensitivity.

It can exercise the coordination of the body and various muscle groups, improve the cardiopulmonary function, at the same time, make people pay more attention, keep the brain active, and delay the aging of the brain. It is recommended to swing 3 ~ 5 times a week, and each exercise is between 45 ~ 60 minutes.

Moreover, badminton, table tennis, tennis and other swing sports are suitable for people of all ages. For example, table tennis and badminton have poor antagonism, large or small activities and low intensity, which are suitable for both the elderly and young people, while tennis requires high strength and is suitable for young people to choose.

2. The best exercise to relieve mental stress-group sports

If you want to prolong your life, you should not only study the influence of exercise on your body, but also study the benefits of exercise on your mental state. The above research points out that group sports can improve the mood by 22%, which is the best exercise to relieve mental stress, followed by cycling and aerobics or dancing, which can improve the mood by 21% and 20% respectively. ②

Team sports refer to sports that require teamwork, such as football, basketball and volleyball. It helps people concentrate, helps to integrate into the collective and relieves bad emotions. Team sports suggest 45 minutes to 1 hour each time, and 3 to 5 times a week is the best.

Health Times He Maojie photo

3. The best exercise to lose weight and burn fat-aerobic exercise

In June 2021, the European Society for Obesity Research summarized the recommendation of exercise training for overweight and obese adults.

The study pointed out that for people who want to lose weight and fat, it is recommended to give priority to at least moderate-intensity aerobic exercise for 150 ~ 200 minutes per week, or to choose high-intensity interval training after assessing cardiovascular risk and monitoring. The two methods have similar effects on overweight or obese people, and the expected weight loss is 2~3 kilograms on average. ③

The so-called aerobic exercise refers to the exercise under the condition of sufficient oxygen supply, which is often a long-term exercise with medium and low intensity, while the anaerobic exercise is a short-term, high-speed and intense exercise. Aerobic exercise can promote metabolism in the body, accelerate the consumption of sugar and fat, promote uric acid excretion, and help strengthen cardiopulmonary function.

Chen Xi, Ph.D. in Internal Medicine, West China Clinical Medical College, Sichuan University, introduced in an interview with Health Times in August 2020 that aerobic exercise mainly includes walking, running, yoga, Tai Ji Chuan, pilates and cycling, with the aim of losing weight and fat, improving cardiopulmonary endurance and aerobic explosive force. ④

4. The best exercise for lowering blood pressure-aerobic exercise+strength training

The prevalence of hypertension is generally on the rise, and lack of physical activity is one of the main reasons.

In March, 2021, the European Association for Heart Disease Prevention (EAPC) and the ESC Hypertension Council issued a consensus on personalized exercise prescription for the prevention and treatment of hypertension. They believed that exercise was indeed effective for patients with hypertension, and proposed to choose different exercise methods to reduce blood pressure according to blood pressure level. ⑤

The consensus points out that aerobic exercise should be used as a first-line physical activity mode for people with hypertension. The average systolic blood pressure can be reduced by 4.9~12.0 mm Hg, and the diastolic blood pressure can be reduced by 3.4~5.8 mm Hg. Including brisk walking, jogging, swimming, cycling, aerobics, skipping rope, etc.

In addition, low and moderate intensity strength training is recommended, including isotonic training (which can reduce systolic period by 4.3~6.6 mm Hg and diastolic period by 4.5~5.5 mm Hg) or isometric training (systolic period by 0.5~6.9 mm Hg and diastolic period by 1.0~5.2 mm Hg), which can be used as second-line exercise therapy.

Isotonic training refers to strength exercises in which muscles contract, shorten and relax alternately, which can improve neuromuscular coordination. Such as weight-bearing squat, bench press, clean and jerk, etc.

Isometric training is a training method for muscle contraction when both ends (starting and ending points) of the muscle are fixed or overloaded. Such as flat plate support, static belly roll, etc.

The guide emphasizes that different training methods such as aerobic exercise, isotonic training and isometric training can reduce systolic and diastolic blood pressure to varying degrees, so different people should give priority to the corresponding exercise with the most effective blood pressure reduction effect according to their own blood pressure range.

5. The best exercise to increase muscle strength-resistance exercise

As an important part of the human body, muscle can not only make the body shape more beautiful, keep a young and healthy posture, but also help exercise, balance and strength. At the same time, it also plays an active role in various metabolism.

Chen Xi, Ph.D. in Internal Medicine, West China Clinical Medical College, Sichuan University, introduced in an interview with Health Times in August 2020 that resistance exercise refers to the exercise methods of the human body when overcoming external resistance, mainly including sit-ups, squats, supine push-ups, etc., and can also be carried out with the help of instruments, including sandbags, dumbbells, rubber bands, etc., which can exercise muscles and effectively improve metabolism. The purpose of resistance exercise is to increase muscle mass, enhance muscle strength and improve muscle endurance. Resistance exercise is recommended 23 times a week. ④

Jiang Hua, deputy director of the Multidisciplinary Laboratory of Trauma Metabolism Group of Sichuan Provincial People’s Hospital, also suggested in May 2017 that in order to gain muscle and ensure muscle quality, some resistance exercises to increase muscle weight can be done in daily exercise, such as using barbells, dumbbells and other equipment to train large muscle groups such as chest, shoulders, back and legs, and at the same time, it can be combined with various trainings to improve muscle quality, flexibility and balance (such as various mat exercises). ⑥

Source: Health Times

Chao News Client Reporter Chen Tangdi

Zhang Xuesong, director of Zhejiang Song and Dance Theatre of Zhejiang Performing Arts Group, was born in 1980s. He became attached to dance at the age of 6, entered an art school at the age of 9, joined the army as a soldier at the age of 14, entered the Dance Academy of Minzu University of China at the age of 16, entered Beijing Modern Dance Company at the age of 20, joined the New Point Dance Workshop under the Singapore Arts Council at the age of 21, joined Zhejiang Song and Dance Theatre at the age of 27, and became a director at the age of 35. She has been in close contact with art for more than 30 years.

During her career as a director, her works have been fruitful: the G20 Summit cultural performance "What I remember most is Hangzhou", the fire collection ceremony of the Hangzhou Asian Games, the welcoming ceremony of the Asian Games airport, and the closing ceremony of the Asian Games. It’s hard to imagine that this 85-year-old beauty from Northeast China has so much energy hidden in her body. As one of the three directors among the 22 students of the second batch of "1111" talents for stage art in Zhejiang Province, what are the inspirations and receipts from the tutors’ lectures and the observation of Xi ‘an Art Festival? Let’s listen together.

The first time I saw Zhang Xuesong was in the photo of the tutor of "1111" talents teaching. Her attentive expression in class and confident eyes facing the camera suddenly attracted me. So I looked through the students’ information and Baidu’s information. It turned out that she was a director and also directed the G20 Hangzhou Summit and the closing ceremony of the Hangzhou Asian Games.

During the interview, there was a girl’s hearty voice on the other end of the phone. When asked if she would go to Xi ‘an to watch Zhang Yimou’s play Boundless, she frankly said that she almost didn’t see the performance, but the stage art experience she learned in Xi ‘an benefited a lot.

In Zhang Xuesong’s view, Xi ‘an is a city with a highly developed cultural tourism industry. The stage art works of cultural tourism are everywhere. Those stage plays reflect the history and culture of Xi ‘an all the time and present them to the audience in a visual and artistic three-dimensional way. Whether you are an artistic observer in the spring or an ordinary audience, you can feel the unique local artistic aesthetics and understand the historical and cultural heritage in various works.

For example, in the stage art drama "The Legend of Camel Bell", we dig deep into the traditional culture of the Tang Dynasty, trace the trail of the camel team on the Silk Road, and spread the cultural legend of Xi ‘an’s most glorious historical period with positive energy. "Walking in the city of Xi ‘an, you can always understand the culture of the city of Xi ‘an through these stage plays, and all the stage plays are basically sold out. You can deeply feel that the original culture is not high and low, but it can enter the hearts of the audience through this artistic expression, which has greatly inspired my career. "

At the end of the interview, she said that she was very grateful to the instructor of the "1111" training, which not only helped her learn other art categories, but more importantly, broadened her horizons and opened up other art majors, which benefited a lot from the instructor’s teaching. "Art has no boundaries, and aesthetics is interoperable. In the teaching of these majors, they not only add inspiration to the direction of artistic creation, but also feel their perseverance in art and their state of mind when encountering setbacks and difficulties. "

(Image provided by the respondent)

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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.