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Xinhua News Agency, Beijing, March 28th: Fashion adds new markets and strengthens strength-observation of China International Fashion Week in autumn and winter of 2023.

Xinhua News Agency reporters Zhang Xinxin, Chen Dongshu and Wei Hongyi

Shadow play, natural plant dyeing and other elements are on the "clothes", and fabric enterprises are released on the runway … China International Fashion Week in autumn and winter 2023 brings some new experiences and new ideas to people.

Fashion adds new things and adds strength to the market. From the signs conveyed by Fashion Week, we can see the determination of the industry to meet the challenges, open up the market and the efforts of the industry to practice sustainable development.

Exploring Diversified Fashion to Drive Consumption Upgrade

With the dynamic drums and melodious music, the models came out in turn with the beat, wearing the rare birds, animals and exotic flowers and trees in Shan Hai Jing, and expressing the design with traditional charm …

Fashion is the pursuit of beauty. On the show floor, many designers tried to make a new interpretation of traditional cultural elements.

Lin Qiyi, the founder of Zuopai, dressed in Xiangyun yarn and Hanfu horse-faced skirt, told reporters about the brand’s exploration of integrating traditional culture with contemporary life.

"This is not only an expression of beauty and confidence, but also a new consumption trend." Lin Qi said that more and more young people love traditional culture and agree with local design. Designers should design these clothes more in line with modern people’s living habits and upgrade the supply side around beauty and self-confidence.

Fashion is a constant exploration of fun. At Fashion Week, we found that many brands extended from providing products to providing services, and tried around "interesting experiences"-

Outside the exhibition hall of Jinba men’s wear, the brand uses flowers and coffee to drain customers. The interior of the exhibition hall is modeled after the design of the museum, and the intangible shadow play props are displayed. Jinba Men’s Wear applies the carving technology of shadow play to the clothing creativity, adding a sense of "watching the exhibition" to customers.

In addition to the real exhibition, there is also a special release of virtual fashion, creating an immersive digital fashion experience in the meta-universe.

With beautiful appearance and interesting soul, more and more products move consumers. "Paying attention to beauty and experience is a new trend of fashion consumption. There is great potential for novel fashion expressions to more accurately meet the needs of users and open up the fashion market. " Wang Wenying, general manager of Beijing Guang ‘an Commercial Management Co., Ltd. said.

China Unicom’s industrial chain taps potential demand.

An ingenious release appeared at the opening ceremony of this fashion week-a number of fabric companies linked original designers to focus on different themes, and released fabrics such as knitting, wool and down in the form of clothing.

It was rare in the past that fashion week was kicked off by the release of fabric trends.

Chen Dapeng, vice president of China National Textile and Apparel Council, said that Fashion Week is not only for the public, but also for suppliers and brands. "This time, the Federation came forward to cooperate with these fabric companies, equipped them with designers and other resources, and designed the form of the conference together, hoping to transmit the upstream trend of the industrial chain to the designers and original brands, enhance the synergy efficiency of the whole chain, and guide them to better innovate for the consumer side."

To tap the market potential requires the joint efforts of the industry. At present, the clothing industry is still facing a lot of challenges from demand and supply, and it is urgent to strengthen the awareness of "holding a group to keep warm" and form a synergy of the ecological circle.

Combine fabric innovation with clothing design more closely, so that products can be closer to demand and lead demand. The new feature of fashion trends released at Fashion Week is a true portrayal of the industry’s efforts to open up the market.

Not just fabric manufacturers. Industrial clusters have also become "guests" in this season’s fashion week. On the opening day, the "Silk Rhyme Oriental" Shengze Fashion Conference was held at the same time. Invite fashion enterprises and designers in the name of industrial clusters to jointly start businesses and empower them.

Yang Jian, executive chairman of China Fashion Designers Association, said that the joint release of industrial clusters will build a complete industrial chain for designers and enhance the creative added value for industrial clusters through sharing and co-creation between designers and clusters.

Focus on sustainability and lead new trends.

In the show, exhibition and forum of Fashion Week, people in the industry invariably mentioned a key word-sustainable fashion.

Zhejiang Sande Textile Clothing Co., Ltd. adopts high-quality natural renewable fibers, and is committed to product traceability and zero emission in the production process; Peruvian clothing brands participating in the exhibition bring natural fiber alpaca hair without dyeing, which is intended to convey the concept of sustainable development; Muning brand blends waste denim fabric with resin at the booth and recycles it into exhibition tables and decorative vases … During Fashion Week, many enterprises demonstrated their green ideas in materials, design, production, sales and recycling.

In the word "fashion", there is an interpretation of fashion trends and an expression of lifestyle.

"Today, people pay more attention to pursuing a healthy and green life. We hope that through low-carbon fabrics and more functional designs, we will appeal to more consumers to’ wear’ environmental protection and try their best to experience and practice a healthy lifestyle. " Wang Yutao, winner of "Golden Top Award" in China fashion design, said.

The key to develop new consumption with new fashion is to grasp the change of the concept of the new generation of consumer groups. More sustainable and more environmentally friendly is the direction of consumption upgrading and the key to cultivating the sustainable growth ability of the industry.

"The industry thinks more about the relationship between man and nature, and sustainable fashion is a hot spot for designers." Chen Dapeng believes that being a company with temperature is the choice of more and more brands. The clothing industry is gradually forming an industrial ecology of green design, green production, green marketing and green consumption in practice.

The industry believes that the fashion industry will continue to grow and play a more important role in expanding domestic demand and excellent supply by making products more story-telling, brands more temperature-sensitive and green development concepts more deeply rooted in people’s hearts. (End)

Reporter Jin Cuo reports On November 1 ST, Xiamen Egret Stadium, when the Australian referee blew the final whistle, Shui Qingxia first stamped, then stood still, and her face was full of unwillingness-the last Olympic preliminaries, China and South Korea 1-1, both out early. After the World Cup and the Asian Games, the women’s football team in China also suffered a failure in the Olympic preliminaries, because "all three failed".

China women’s football team will have no competition task for more than two years before the start of the 2026 Women’s Asian Cup. How to sink down and find the direction? What kind of road should we take? Who should lead the team on this new journey? This is everyone’s question, including Song Kai, the president of the Football Association, who watched the live broadcast.

In three matches, China women’s football team won 1, drew 1 and lost 1, which is in line with the current strength. There is no surprise, only confusion.

633 days ago, when the China women’s football team regained the Asian Cup championship in India after 16 years, the outside world thought that the sonorous rose had found the right girl, and it was just around the corner to rise again, but it was even hit, hurting many people and waking many people. It turned out that the Asian Cup champion was only a flash in the pan-it was also a fate, and a variety of coincidences made it that champion.

Shui Qingxia later said that she hoped the players would continue to work hard and "don’t lie on the credit book"-in the past, China women’s football team was "disdainful" to the Asian Cup champion to some extent, because we were fighting for the World Cup champion and the Olympic gold medal, but now we can’t even get into the Olympic Games.

A cruel fact is that the Asian Cup champion may be the "honor" ceiling of China women’s football team for quite some time.

Over the years, China women’s football team has given the outside world an illusion that our personal skills or basic skills are still good. But judging from the three competitions this year, the skills of China women’s football team are very poor! Sometimes, even if there is no confrontation, the basic movements are not in place. There are almost all the "faults" of men’s football and women’s football. Therefore, in China football, the so-called "masculinization" of women’s football is actually an irony.

Some people will say that, at least, the women’s football team in China fought hard, and there is no doubt about this. However, if there is only a "fighting spirit", it is sad, because you find that sometimes you can’t fight hard, and that’s the case with the World Cup against England, even though some players "deny it".

Of the 22 players selected for the Olympic preliminaries, there are really not many players who give people hope. Returning to the Women’s World Cup, we are thinking about a question. In the case that Europe and the United States are better than us, what direction should China women’s football team or Asia take? The Philippines and South Korea chose naturalization, while the direction of Japanese women’s football team is to continue to adhere to technicalization-and what about China women’s football team? This point, from one of the few players who has been unanimously affirmed by the outside world in the three competitions this year, may not be difficult to get the answer. You can vaguely see the shadow of the old women’s football team in her body.

In the next few years, we don’t have a big game to play. In fact, we can settle down and train well. Youth training is the foundation. At the level of the national team, whether many veterans will continue to be retained, or whether they will be given a heavy responsibility after being retained, their use, or role conversion, needs the coaching staff to think carefully and carefully-or, let’s just say it, let young people show more, and use it as the spirit of youth training to reshape the sonorous rose.

Some people may say that the Korean women’s football team is different from ours, but in fact, this "difference" is even more embarrassing-after four years of "closed door", North Korea returned to the rivers and lakes in the Asian Games and won the silver medal, and its strength is still the same. Moreover, it has completed the replacement. In this Olympic preliminaries, they reached the final four.

The living environment of Korean women’s football team is not clear to the outside world, but we know that there are no players studying abroad, and they all play in local leagues. One question is, is the level of Korean leagues higher than that of women? If so, doesn’t that mean that the league we have worked so hard to build is just a show?

But that’s the answer. Although the women’s super clubs didn’t get the bonus of "Jinyuan Football" in those years, most of them can survive now with government background. Moreover, because they undertake the task of the National Games, they are still valued to some extent, at least they won’t be easily abandoned. But the cruel fact is that the training level of the clubs, including women’s super clubs, is really not good, or even worse than that of the sports teams in those years.

The root cause is closely related to the level of coaches. An insider said: China’s local coaches prefer the men’s Super League, China A, China B and the echelon, and only when there is no place to go will they choose the women’s football team. Their level is not high, and even the coaches in the women’s football team are even lower. Even so, these coaches are highly mobile and can’t stay. So, will the players taught by this kind of coach have a future? Or "usable"?

Shui Qingxia, who has many years of coaching experience in the club, admits that the training level of women’s super teams is very average except for a few strong teams. Therefore, before the competition, she is more willing to let the players train for a long time, so that she can "make up lessons".

Of course, such a choice is only a kind of thinking, not a wooden bridge. For the women’s football team in China, it is actually possible to walk on two legs, one is focused training, and the other is continuous study abroad. Long-term training, there are many opponents of public opinion, but there are not a few supporters in the circle, especially in the local coach circle. It is even said that the way the national team plays women’s super is also an exploration. "Even if these people can’t play the main force in the future, they will at least increase the thickness of the bench."

As for studying abroad, most people agree with it, and it is already in action. In this Olympic preliminaries, China women’s football team has eight players studying abroad, plus injured Shoupeng Wang. The number is not small, but from the performance point of view, it does not show any advantages. It is a fact that few of our players studying abroad play a leading role in the club, and some even just play the role of soy sauce. It is useless for players to study abroad for the sake of studying abroad and for the sake of "making friends".

Therefore, in the future, studying abroad is not just a whim of a season, but requires continuous output, and at the same time, it is necessary to choose a more suitable club and league for players. It is necessary to help the players improve, but also to consider their own strength positioning, not to mention that studying abroad will definitely be able to play the main force-at least to compete for posts, rather than just blindly pursuing giants, so that the best results can be achieved.

After the Olympic preliminaries, Shui Qingxia and her coaching staff ended their mission. As for the future, she doesn’t know.

For Shui Qingxia, there is a lot of criticism from the outside world. She thinks that her level is limited and she can’t continue to improve women’s football. After the World Cup, there have been voices calling for her to leave class.

Shui Qingxia went through several twists and turns when she took office. After leading the United team to win the gold medal in the National Games, she did not sign up for the women’s football coach, but in the end, the senior management chose to push her to that position.

The level of Shui Qingxia’s coaching is different, but it is wrong to kill her with a stick. After all, the current women’s football team may not be better than her.

China women’s football team has a "gap period" of more than two years, so it doesn’t need to be so utilitarian. Next, it can be "managed" well, and the China Football Association should also consider whether to change coaches, and if so, what kind of coaches to change.

At present, there are several options for the future women’s football coach. One is to keep water to celebrate the summer; The second is to hire foreign coaches; The third is to choose local male coaches.

The three choices have their own reasons and disadvantages, but what the China Football Association should remember is that the women’s football team has been tossing and turning, and foreign coaches have invited it. The men have Bruno and Eyjolfsson, and the women have domanski and Elizabeth. The only successful one is Bruno. Unfortunately, because of the poor record in the warm-up match, the China Football Association and others dismissed it, resulting in FIFA; Local men’s coaches have also been used, such as Zhang Haitao and Pei Encai in the early days, Li Xiaopeng and Hao Wei later, and Jia Xiuquan recently. It is true that Ma Yuanan and Ma Liangxing have found the right pulse and are close to success, but what they do now may not be suitable.

Therefore, the future China women’s football team, the coach must "fit" or "adapt", but what kind of fit? This requires Song Kai and representatives from all aspects of the women’s football community to conduct in-depth research and communication, and listen to opinions widely. If Shuiqingxia does not stay, Japanese coach is actually a good choice.

Reporter Wang Wei reports On the evening of November 1st, China women’s football team ushered in the second stage of the Paris Olympic preliminaries in Xiamen. The 1-1 result resulted in neither China nor South Korea qualifying. This is also the second time that China women’s football team missed the final stage of the Olympic Games after missing the 2012 London Olympic Games. After the game, China women’s football team Wang Shanshan, Dou Jiaxing and other players shed tears on the court. Without the Paris Olympic Games, China women’s football team failed to achieve their goals in the 2023 Women’s World Cup, Hangzhou Asian Games and Paris Olympic preliminaries.

Before the battle of life and death, the AFC held the 2022 annual award ceremony, and Shui Qingxia won the title of the best women’s football coach in 2022-in recognition of her leading the team to win the 2022 women’s Asian Cup. But this honor is more like an invisible pressure for the women’s football team in China, last stand in the final round of the group stage. In addition, before the match, the Filipino women’s football team ranked second in Group A had already scored 6 points. On the evening of November 1st, the confrontation between Chinese and Korean women’s football teams became a "life-and-death battle". No matter whether it was the China women’s football team with 3 points or the Korean women’s football team with 4 points, only the winner had a chance to advance.

In this game, Shui Qingxia used Liu Yanqiu as the right avant-garde in the starting lineup, which is a big change. However, Yan Jinjin, who scored in both games before the Olympic preliminaries, was put on the bench. Obviously, Shui Qingxia still wanted to leave the back hand at the end.

In the first half, there were not many opportunities for the two teams. Uyghur Gumula once scored a goal for the China women’s football team, but Wu Chengshu’s offside goal was invalid. On the other hand, South Korean women’s football relies more on the 16-year-old mixed-race teenager Cathy Fair to make a killing in the frontcourt. Her breakthrough in the first half of stoppage time created a killing for veteran Chi Xiaoran, who surprised the China women’s football team with a cold sweat when she hit the post.

In the second half, it was still the Korean women’s football team that took the lead in rewriting the score. In the 61st minute, they took advantage of the free kick and Chi Xiaoran assisted Shen Yi to grab the header and then broke the deadlock. China women’s football team was forced to die. It wasn’t until the 70th minute that Shui Qingxia finally took a chance and put on Wang Linlin, the central defender, and pushed the captain Wang Shanshan to the front line. The change was immediate. In the 78th minute, China women’s football team used a free kick to equalize the score. Yan Jinjin passed the ball into the penalty area and Wang Shanshan headed the ball to score a beautiful goal.

However, the score of 1-1 was not enough for both China and South China. In the 84th minute, the women’s football team made a beautiful left-wing counterattack, and Yan Jinjin received a pass from her teammates on the right to form a single-handed trend. Unfortunately, her final shot missed the post. In the end, after five minutes of stoppage time, the China women’s football team and the Korean women’s football team drew 1-1, and both teams missed the third stage of the Paris Olympic preliminaries. Japan, Australia, North Korea and Uzbekistan (the best group is second) entered the third stage of the competition, and they will compete for the last two tickets to the Paris Olympic Games.

For China women’s football team, there are three major events this year, among which the first event failed to qualify for the Women’s World Cup group match, setting the worst result in the history of China women’s football team participating in the World Cup; Hangzhou Asian Games only won the bronze medal when Japanese women’s football team and Korean women’s football team didn’t send the strongest team to participate, which didn’t meet the expectations of the outside world. This time, the exit from the Paris Olympic preliminaries failed to extend the hope to the third stage-three sap notes, which means that China women’s football team failed to achieve the expected goals in all three major competitions this year.

The elimination of the Paris Olympic preliminaries means that the China women’s football team will have no major competition to play in the next year or two. Shui Qingxia took over as the head coach of China women’s football team after the Tokyo Olympic Games, but now she has missed the Paris Olympic Games, and a complete cycle of leading this coaching team has ended.

In this Olympic preliminaries, China women’s football team did encounter many difficulties, including Shoupeng Wang’s injury and Tang Jiali’s failure to return to the team, and Zhang Linyan’s state failed to reach the best because of some injuries. Another player studying abroad, Wu Chengshu, missed the match against Thailand because of a fever, and Li Mengwen failed to register for the match against South Korea because of injury. Because of her poor record, some tactical arrangements and personnel arrangements of Shui Qingxia have naturally been questioned by some outside voices.

After the game, some media asked Shui Qingxia whether she would continue to lead the women’s football team in China. Shui Qingxia responded: "We didn’t achieve the original goal in terms of results alone, but more young people can get exercise through the game, and we can really see that China women’s football team can do better in terms of skills and tactics besides spirit, and we can find the right way in the process of failure in the future. This is ok. As for the future, I’m not sure now. In any case, I hope that the women’s football team in China will get better and better. I hope that these girls will really enjoy the happiness brought by football on the football field and hope that they will get better and better in the future. "

After the game, Shui Qingxia talked about the preparation of the team and the topic of players studying abroad. "After training in Xiamen, I learned that overseas players came back late. I am still worried about their physical fitness, including recovery and jet lag. I will play the game two days after returning. There must be many people asking, since you have so many worries, why did you call them back? China Football Association has been encouraging more young players to go out, not just to go out, hoping that more players will gain experience and serve the motherland in the future. Personally, I am very supportive from the beginning to the present. I hope that our players will go out and see the outside world, what advantages and shortcomings they have, and see how football is played in European countries. " Shui Qingxia said.

Shui Qingxia also took the initiative to talk about Tang Jiali, who was not selected for the national team this time. "I have always supported studying abroad. Maybe many people care about Tang Jiali’s problem. She is also one of the overseas players. She is a good player. We have been communicating before, including her trip from Shanghai to Spain, including her performance in the league. She is a very powerful player. I hope she can maintain a good competitive level through the Spanish league and have the opportunity to serve her motherland and return to the team."

China women’s football team failed in the World Cup, the Asian Games and the Paris Olympic preliminaries, which made the women’s football girls very sad. After the game, Shui Qingxia hugged each team member. Wang Shanshan, captain of the China women’s football team, shed tears on the field. "In fact, we played very well in today’s game. In the future, I hope more young people can get up and carry forward the spirit of women’s football in China and never give up."

"I’m sorry that I didn’t win today’s game, which means that I can’t enter the Olympic Games in the following games. The players performed very well in today’s game, including the fighting style. The players really tried their best in this game, and I am especially grateful to the players. " Shui Qingxia apologized after the Olympic preliminaries.

At the same time, she said: "From the heart, I am quite sad. I feel sorry for these girls, because everyone has been struggling since the beginning of this year, and the women’s football team in China has its highlights. We have also seen many technical and tactical gaps and deficiencies. In fact, we are trying to adjust and change every day. From now on, the change is not good enough or fast enough. Our team members also tried their best, and I am very grateful to my team members and thank my team. "

Throughout 2023, women’s football competitions in China have been held one after another. It can’t be said that the team doesn’t work hard, but the dilemma of weak foundation and unclear direction can’t be changed in a day or two. Regarding the future of China women’s football team, Shui Qingxia said after the game: "Everyone has seen the World Cup, the Asian Games and the Olympic preliminaries. In fact, there is a big gap between us, especially in youth training, which is an important direction for future development. We don’t have any big competitions in the next two years, but if we are soberly aware of the gaps and shortcomings and calm down to deal with some details, I think the China women’s football team will go in the right direction. "

Image source @ vision china

Wen Yan mantis observation, the author Tu Lin

Domestic beauty has set off a new era of consumption boom. According to the Insight Report on Domestic Beauty, domestic beauty brands have occupied 56% of the market.

Looking back at 2021 at the end of the year, there are still new changes worthy of attention in the domestic beauty market.

Book by book, Ke Laqi, Winona, and Polaiya and Yuze, the "heavy items", all reached the forefront of the sales list and became "new dark horses". Last year, the "former dark horse" players such as Perfect Diary and Hua Xizi, which attracted much attention, entered a new stage of "plastic brand" by setting up R&D centers and opening offline stores this year.

Domestic beauty brands have already stood on new competition nodes.

Judging from the development cycle of new consumer brands, it is no longer difficult for brands to complete the transition from 0 to 1 by relying on high-density traffic. However, in the "from 1 to 100" stage, which determines whether the brand can last forever, a single flow of play is obviously no longer applicable, and the shaping of brand power needs to be put on the agenda simultaneously.

Many brands have realized this.

As the representative brands of domestic beauty products last year, since this year, Perfect Diary and Hua Xizi have increased their investment in brand building.

Perfect Diary continues to adhere to the multi-brand strategy. At the beginning of this year, Perfect Diary’s parent company, Yixian E-commerce, bought the high-end brand Eve Lom, officially opening the road of "buying in buy buy". At present, Yixian E-commerce has owned many brands including Perfect Diary, Little Odin, Wanzi Xinxuan, Galénic, Eve Lom, Pico Bear and so on.

At the same time, Perfect Diary also increased investment in offline channels. According to Huang Jinfeng, the founder of Yixian e-commerce, in China International Import Expo(CIIE) in November this year, Perfect Diary currently has 280 offline stores.

Different from the perfect diary, Hua Xizi focuses on the improvement of research and development capabilities. In August, the self-owned R&D center of the parent company Yige Group in Hangzhou was officially put into use. It is understood that the R&D center integrates product development, quality inspection and CMF.

In the same month, Hua Xizi’s "Oriental Beauty Makeup Research Institute" in Hangzhou was officially unveiled. Based on raw materials and ingredients, combined with professional instruments and big data research, the institute provides customized professional makeup products for oriental women’s skin.

It is a good thing that domestic beauty products have brand awareness, but the shaping of brand power is not a day’s work. A cruel fact is that those international brands that have been deposited for decades still dominate the competition.

The sales data of large-scale e-commerce festival can prove this. According to public information, including this year, from 2019 to 2021, the top three beauty lists of Tmall Double Eleven are L ‘Oreal, Lancome and Estee Lauder, and their strength is rock solid.

Even from the daily sales of brands, international brands are still better. "Amoy Data" shows that in the Amoy platform, in November this year, the GMV of international brands L ‘Oreal, Estee Lauder and Lancome were 2.235 billion yuan, 2.142 billion yuan and 1.906 billion yuan respectively, ranking in the top three, and domestic beauty brands did not pose a threat to them.

For Perfect Diary and Huaxizi, it is more important to be wary of those competitors who are both national brands. When the brand has not yet established itself, the new brand has been carving up the market share of these "former dark horses".

In the TOP10 List of Tmall 618 Beauty Pre-sale in 2020, Perfect Diary and Hua Xizi ranked 7th and 10th respectively. Among them, the perfect diary won the TOP1 of domestic beauty last year.

This year, according to the "Tmall 618 Makeup/Perfume Brand Pre-sale List" released by ECdataway, international brands represented by YSL and Estee Lauder accounted for 9 seats, while domestic brands only had 1 seat, which was neither a perfect diary nor a flower, but a new brand Ke Laqi established in 2018.

At the same time, Ke Laqi also achieved self-transcendence. According to the data, on the opening day of June 1st, the sales of Laqi Tmall flagship store in the first 30 minutes exceeded that of last year. Among them, the sales of Hello Kitty single products won the first place in the "domestic cosmetics sold in the first wave of Tmall 618".

Only from the sales data of Tmall 618, it is concluded that Ke Laqi has surpassed the perfect diary, which is naturally far-fetched. But what is certain is that a rising star like Ke Laqi has the potential to catch up with the perfect diary.

This also means that competition will be the normal state of domestic beauty brands in the future in the environment where consumers are not loyal to the brand. And the beauty brand that relies on "planting grass+live broadcast" to rise rapidly, the competition is especially inseparable from traffic.

Therefore, we can see that the perfect diary, known as the "light of domestic products", has not given up the play of "burning money for traffic" this year after its successful listing.

According to the financial report for the third quarter of 2021 disclosed by Perfect Diary parent company Yixian E-commerce, the company’s net income in the third quarter increased by 6% year-on-year to 1.34 billion yuan, with a net loss of 361.8 million yuan. Although the loss rate narrowed year-on-year (643.8 million yuan in the same period last year), the marketing expenses remained high. In the third quarter of this year, the sales and marketing expenses of Yixian e-commerce were 911.3 million yuan, accounting for 67.9% of the revenue.

In addition, at the marketing level, the brand has not given up the "flow play" that uses emerging concepts to create momentum for itself.

In June this year, Hua Xizi’s virtual image "Hua Xizi" made its debut. When the real idol is controversial and the virtual idol market is getting hotter, many brands have launched their own virtual images, and Hua Xizi, who "takes advantage of the situation to get on the bus", naturally comes to attention.

Even more exaggerated is the perfect diary of the "incoming" meta-universe. Tianyancha APP shows that recently, Guangzhou Yixian E-Commerce Co., Ltd., a related company of Perfect Diary, applied for the registration of the trademarks of "Pico Xiongyuan Universe" and "PERFECT DIARY METAVERSE". The international classification includes daily necessities and kitchen sanitary ware, and the current trademark status is under application.

It is foreseeable that in this era of "the wine is also afraid of the deep alley", the relationship between domestic beauty brands and traffic will only be a long-term binding relationship. If the brand wants to go long-term, the brand power must be built, and the flow of play can not be lost.

Judging from the attitude of the capital market, this year, domestic beauty brands that subdivide the track are particularly popular. Many brands have successively completed a large amount of financing, and some have successfully listed:

On January 28th, Meishang, the parent company of Ke Laqi, which mainly focuses on lip glaze, officially announced the completion of Series B financing with a total amount of 400 million yuan;

On March 8, cleansing oil, the main promoter, completed the $50 million Series B financing;

On March 25th, Betani, the parent company of Winona, a domestic brand focusing on sensitive muscle care, rang the bell in Shenzhen Stock Exchange, and its share price rose by 272% at the opening, with a total market value of nearly 70 billion yuan.

This is also in line with the development trend of new consumer brands.

In the new era of information explosion, consumers’ attention has turned from fragmentation to dusting, and brands do not have obvious differentiation characteristics, which is almost difficult to attract their attention. For new consumer brands, they tend to go to more subdivided tracks to find opportunities than to get involved in the traffic war with initial signs of fatigue.

It is worth mentioning that these new brands from subdivided tracks have almost reached the forefront of the sales list this year.

In addition to the aforementioned Ke Laqi, the sales volume of the whole network in double 11 this year exceeded 280 million yuan, ranking first in the list of new brands of Tmall double 11 beauty cosmetics. As the only domestic brand in the "Tmall double 11 Skin Care Sales Ranking" in recent two years, Winona rose from the 9th last year to the 7th, surpassing SK-II and Hailan Mystery for the first time.

In addition to these new players who subdivide the track, this year, some old players have regained the favor of the market by taking advantage of the "big single product".

In 2020, Polaiya launched double-antibody essence and ruby essence to "test the water". In 2021, Polaiya began to "heavy warehouse" these two items. The data shows that Polaiya’s sales expenses in the first half of 2021 were 807 million yuan, accounting for 42.09% of operating income (compared with 33.04% in the same period of last year), an increase of 350 million yuan or 76.47%.

From the final result, this directly increased the sales of Polaiya’s big single products.

In 2020, the revenue of Polaiya Shuangkang Series+Ruby Series accounted for about 10% of the total revenue, and in the first three quarters of this year, the proportion of Polaiya single products in brand revenue has reached 21%.

Shanghai jahwa’s Yuze is the same. With the single product Centella asiatica peace of mind repair mask, during the pre-sale period of 618 this year, Yuze occupied the ninth place in the TOP10 list within one hour of opening, becoming one of the "Top Ten Explosions" brands among new brands for the first time.

Of course, for brands, the big single product strategy can not only enhance market awareness, but also simultaneously improve the brand’s customer unit price and repurchase rate, thus bringing scale effect and enhancing profitability.

Taking Polaiya as an example, thanks to the effective drive of big items, this year, the customer unit price of Polaiya on Tmall platform increased from 140 yuan last year to 157 yuan. At the same time, in the first three quarters of 2021, the company achieved operating income of 3.012 billion yuan, up 31.48% year-on-year, and net profit attributable to shareholders of listed companies was 364 million yuan, up 27.82% year-on-year.

So, does this mean that small tracks and big items will be the "panacea" to save domestic beauty brands?

"Mantis Watch" thinks that it may not be.

In the field of consumption, it is almost difficult to ban brands, especially beauty consumption. For example, when it comes to whitening essence, we can think of SK-II light bulb and OLAY small white bottle. The former is not unique.

In other words, as far as domestic beauty brands are concerned, even if they gain brand recognition by accurately subdividing the track and promoting large items, it is difficult to fully occupy consumers’ minds. The threshold of beauty brand imitation is not high, and it is not completely impossible for new brands to catch up.

Take cleansing oil as an example. As mentioned earlier, Book by Book won the first place in the category of Tmall Double Eleven cleansing oil again this year, but the new brand "Lan" is also accelerating its rise.

On the consumer side, many bloggers in Little Red Book began to compare the differences between the two brands. On the capital side, the brand has completed two rounds of financing totaling 200 million yuan.

From the bottom logic, domestic beauty brands are no different from other consumer brands, and brand power shaping is an important source of competitive advantage.

According to Mantis Watch, the shaping of brand power needs the final thinking of brand cultivation. That is, create the future from the instinctive advantage, so as to strive for greater competitive initiative for yourself.And this requires domestic beauty brands to make full efforts from the dimensions of products, marketing, channels and supply chain.

For example, at the marketing level, get rid of "external dependence" and strengthen the brand’s own ability to control traffic.

After the "Viya Rollover" incident, for the brand, relying too much on the head anchor has become a more "risky" choice. Based on the normalized live broadcast, it is more conducive to achieving "saturation attack" and achieving the goal of occupying consumers’ minds for a long time. Brand self-broadcasting may be more worth trying.

At the end of November, the "2021 Beauty Short Video and Marketing Trend Insight-Tik Tok Edition" released by Feigua Data showed that brand self-broadcasting has become one of the hottest ways for beauty brands in recent months.

The effect is also remarkable. The data shows that compared with 2021Q1, in the platform of Tik Tok, the number of beauty brand stores in Q3 has nearly tripled, and the sales from beauty brands accounted for more than 60% in September. Compared with January, the sales of beauty products in September increased by 188%.

For another example, at the product level, we refuse the big-name "stuck neck" and polish more products that can span the life cycle.

As mentioned above, Winona is the only national brand that has squeezed into the skin care category this year. This aspect shows that the national brand is showing great growth potential. On the other hand, we have to admit that international brands are still more "able to fight" in the competition.

The reason for "being able to fight" is not only the brand precipitation for many years, but also the products that can span the life cycle. SK-II has fairy water and small light bulbs; Lancome has small black bottles and pure face cream; Estee Lauder has a small brown bottle and so on. The reason why these brands can last forever is that their products last forever, and the emergence of new brands has not shaken the basic disk.

Fortunately, some domestic beauty brands have also begun to polish their products in a down-to-earth manner. Baique Ling began to cooperate with the University of Berlin in Germany and set up open lab in Perfect Diary.

But this is not enough. Domestic beauty cosmetics should completely get rid of the negative label of "making products with feet", and more brands need to participate, attach importance to product research and development, and establish a more stable brand moat.

Fortunately, domestic beauty cosmetics are welcoming a "best era".

According to the Research Report of China Local Beauty Industry in 2021 released by iResearch, the local beauty market in China will reach 157.6 billion yuan in 2020. In 2023, the local beauty market in China is estimated to be about 252.7 billion yuan, and the compound growth rate from 2021 to 2023 is expected to reach 16.6%.

It will soon be clear whether the major domestic beauty brands are evergreen or short-lived.

Recently, the cosmetics supervision APP of the State Food and Drug Administration was launched. Online sunscreen, can’t tell the truth? Newly bought cosmetics, want to know what the specific ingredients are? These problems will be known in the future! There are also whitening products, sunscreen, hair dye … do you know how to choose? This week, the National Cosmetic Safety Popularization Week. Jiutu dry goods, forward collection!

A few days ago, in the third "Love and Profession" activity in the first season of "Teacher Talk" in Guangzhou in the new era, held by the Bay Area Experimental School in Nansha District, Guangzhou, the digital twin wisdom teacher training meta-universe platform developed by Guangzhou Open University was officially released. This is one of the first practical projects of educational metauniverse in national colleges and universities, and it also marks an important step for Guangzhou Open University to comprehensively promote educational intelligence, explore the educational model of metauniverse, and promote the professional development of teachers in Guangzhou.

As the main implementation unit of Guangzhou’s "Pilot Area of Artificial Intelligence Boosting Teacher Team Construction of the Ministry of Education", Guangzhou Open University actively builds a regional teacher development big data center and artificial intelligence engine, expands the platform and resources of teacher education through multiple channels, builds a "smart teacher training" system for primary and secondary school teachers, and promotes the in-depth integration of new technologies and education and teaching. And through the collaborative innovation of enterprise alliance, we cooperated with China Telecom to research and develop the "Wisdom Teacher Training Metauniverse", which achieved remarkable results in the construction and application of Metauniverse. In 2022, the "5G+ Metauniverse Wisdom Teacher Training Construction" project won the third prize of the fifth "Blooming Cup" 5G Application Collection Competition of the Ministry of Industry and Information Technology. In 2023, the project "5G+ Wisdom Teacher Training Meta-Universe Platform Helps the Construction of Primary and Secondary School Teachers" won the third prize of the first "Xingzhi Cup" National Artificial Intelligence Innovation and Application Competition on Ecological Construction sponsored by the Ministry of Industry and Information Technology and the Ministry of Science and Technology.

Guangzhou Open University and China Telecom’s technical team set up a digital twin metacosmic scene platform for this activity for the first time. From the aspects of technology, adaptation, scene, function and other applications, the functional applications of learning, socializing, meeting, activities and other scenes in the metacosmic space were fully demonstrated, providing more than 40 online teachers and offline participants with an immersive experience of three-dimensional, virtual and real integration and multi-sensory interaction. On-site participants can not only roam the virtual venue through the big screens on both sides of the venue, but also wear VR equipment in the meta-universe experience activity area to experience the virtual venue space; At the same time, online participants who enter the teacher’s meta-universe space can choose digital virtual characters to sit down and listen to lectures, realistically reproduce the real scene of the venue, build a three-dimensional integrated space scene, and immerse the meta-universe venue with real-time online interaction.

In this activity, Guangzhou Open University showed the participants the application functions of the "Wisdom Teacher Training Metauniverse" platform, mainly in the following aspects:

In the technical application, through the wisdom teacher training the scene construction ability of the cloud platform in the meta-universe, the layout of virtual space scenes, characters and content elements is built; Engineering development of 3D content and business logic through the key technology and capability base of cloud platform in the meta-universe; Support flexible deployment methods such as public cloud, private cloud and hybrid cloud through the convergence ability of platform and cloud network in the meta-universe cloud; Through digital multimedia technologies such as VR and digital twinning, 3D modeling is carried out for teaching and training elements such as characters, environment and props to create a multi-dimensional immersive classroom; Using artificial intelligence, speech recognition and other technologies to enhance the interactive effect.

In the adaptation application, the digital twin wisdom teacher training meta-universe adopts communication technologies such as 5G communication and cloud network convergence to broaden the application dimension, and supports multi-terminal access experiences such as mobile phone, VR, PC and cloud rendering.

In the scene application, according to the original teaching and training scenes, the design innovation was carried out, and technologies such as 5G, VR, digital reconstruction, live broadcast and virtual digital were used to create a number of immersive online education and training scenes for the first time, namely: public service hall (customized classroom of Education Bureau), ladder classroom (meta-universe classroom) (classroom teaching theme), conference discussion room (meta-universe interactive room) (interactive discussion and training) and school auditorium (meta-universe).

In terms of functional application, the built scenes all support multi-person online collaboration in different places, and realize multi-person communication, discussion, interaction and other activities.

The event was broadcast live online to teachers in the city, and more than 400,000 viewers attended the event online, witnessing the application of the digital twin wisdom teacher training meta-cosmic technology, which was a complete success. In order to break the limitation of geography and time and space, realize the new format of online and offline integrated teaching and research in different places, and solve the problem of unbalanced educational development between regions, schools and urban and rural areas, a successful social experiment was carried out, which was an important practice for further promoting the construction of teachers’ team with new technologies such as artificial intelligence, empowering educational innovation, and promoting the modernization of education in Guangzhou with the high-quality development of "smart teacher training".

The remaining temperature of the 2022 Super League still exists, and the hot-blooded football season of Rizhao International Football Center reignited in 2023. The reporter learned from Rizhao Sports Bureau that the women’s Super League of China Football Association in 2023, the women’s U16 of the second China Youth Football League in 2023 and the men’s U19 of the second China Youth Football League in 2023 were settled in Rizhao.

It is reported that at 15: 00 on March 12th, in the third round of the Women’s Super League of China Football Association in 2023, Shandong Sports Lottery Women’s Football Team will play against Beijing Women’s Football Team at Rizhao International Football Center. Shandong Sports Lottery Women’s Football Team was established in November, 1983. It is one of the provinces that launched women’s football and established women’s football teams earlier in China, and it is also a key area for the development of women’s football in China. The level of women’s football in Shandong Province was in the leading position in the whole country, and it achieved excellent results in the national women’s football competitions for many times. The match between Shandong Sports Lottery Women’s Football Team and Beijing Women’s Football Team is the first home game of Shandong Team in the Women’s Super League this season (the other home games are held in Shandong Sports Center Stadium in Jinan).

The first stage of the women’s U16 Group of the 2nd China Youth Football League in 2023 will start on March 13th at the training base of Rizhao International Football Center and the football training base of Rizhao National Seaside Forest Park. Eleven teams from different cities in the country gathered in Rizhao to launch a wonderful confrontation in a ten-day competition.

The first stage of the men’s U19 group competition of the 2nd China Youth Football League in 2023 will start on March 26th, and the competition will last for 10 days. Eight 19-year-old men’s teams from different cities in China will participate in this competition. (Reporting by Ding Zhaoxia, a client reporter of Volkswagen Daily)