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War, as one of the cruelest and bloodiest events in human history.

War, as one of the cruelest and bloodiest events in human history, has always been the theme of people’s concern and thinking. From ancient times to modern times, the war has never stopped, countless lives have passed away in the war, and countless families have been fragmented in the war.

War originated from human greed, hatred and fear. When conflicts of interest cannot be resolved through peaceful means, war becomes the last resort. However, war is not the only way to solve the problem. Many times, war only brings endless pain and destruction.

In the war, soldiers fought bloody battles in the front, while their families endured endless worries and pains in the rear. The damage caused by war is not only limited to the loss of life and property, but also has a far-reaching impact on society and economy.

However, war is not without its merits. In some cases, war may be a necessary means to promote historical development. Through war, the old order was broken and a new order was established. The war also gave birth to many great inventions and creations, such as airplanes, tanks and the Internet.

In modern times, with the development of science and technology, the means of war are becoming more and more diversified and the destructive power is becoming more and more powerful. The existence of weapons of mass destruction, such as nuclear weapons, chemical and biological weapons, makes war more and more dangerous, and may even lead to the destruction of mankind.

Therefore, we must cherish peace and oppose war. We should resolve international disputes through peaceful means and achieve a win-win situation through dialogue and cooperation. Let’s work together to create a peaceful and beautiful world.

Ge Zhaoguang: Culture, what is the culture of China?

Introduction: From "Ancient" to "Modern" China

People living in modern China, of course, want to know about modern China. However, to know about modern China, they may still need to know about traditional China. Westerners have a famous saying that "The past is a foreign country". So, why should we understand the past or foreign countries? In fact, the so-called understanding of "the past" or "foreign countries" is to understand "China now". The reason is very simple, because you don’t know China in the past, you can’t know how modern China is, and you can’t know what foreign countries have different cultural habits and customs from ours, so you can’t know which China’s cultural habits and customs are "China". It’s like you don’t know what you look like without holding a mirror, and you can’t know whether you are tall, short, fat or thin without looking at another person. This is what Goethe said, "He who knows one, knows none". In particular, the present China is, after all, a continuation from the traditional China.

If you can go back to China a hundred years ago, you will see that China at that time was very different from China now. To give a few examples, the books people read are not leisure magazines, computer books, newspaper cartoons, but mainly Confucian classics, and children’s textbooks and exam models derived from these classics. Of course, there are also some novels, essays and poems, but they are mainly books for literati. People’s access to knowledge and news is not mainly through newspapers, radio and television, but through some engraved books, hearsay and the experience of villagers and elders. People’s social life space is mainly carried out in big families and hometown, and hometown seems to be a center or axis; People’s concept of geographical distance is very different from today’s, and it is a long journey from Beijing to Tianjin. For the average person, marriage, funeral, marriage, marriage, plus some festivals, as well as some activities to exorcise evil spirits and play ghosts, seem to be the most common ceremonies or festivals, and Buddhism and Taoism are not far from people’s lives. In terms of diet, regardless of the thickness, traditional rice, flour cakes, miscellaneous grains, side dishes and tea are the main things. Eating is a big event and takes up a lot of time in life.

Usually, we don’t pay too much attention to these records of our past lives, because people at that time will feel that it is very ordinary and there is no need to record it carefully. However, when foreigners come to China, they also see a "past" or a "foreign country". Some life scenes they see are different from their western and modern lives, so they will be surprised and relish, so they draw a lot of pictures and take a lot of photos. Now, by looking at many written records and photographs of foreigners at that time, we can look back and see our old scenery a hundred years ago.

First, looking back is a hundred years old: recalling historical memories

When China people today look back at their old life through these old photos and memoirs, they also feel a little strange. This is because great changes have taken place in China today compared with China at that time. Many people say that earth-shaking changes have taken place in China in the 20th century, which began at the end of 19th century.

Now, most people will agree with Zhang Zhidong’s statement that since the entry of modern western civilization into China in the 19th century, China has experienced a "great change unprecedented in two thousand years", and China seems to have "broken" with the tradition. Take some examples from daily life around us. For example, our concept of time is very different from the past. Because of the government’s promotion, we no longer use the calendar of dynasties and emperors, but use the western Gregorian calendar. According to the traditional concept, "the sky remains the same, so does the Tao", and the calendar has been changed. This is the same as "correcting the new moon". For example, customs are different. Today, we prohibit opium smoking and women’s foot binding, and we have changed the old name. The law stipulates equality between men and women, monogamy and free marriage and divorce. We have gradually advocated paying attention to public health and promoting clean habits as civilization, banned printed materials and advertisements that hinder weathering, and got rid of old manners. During the period of the Republic of China, a scholar named Bao Tianxiao once said in his Memoirs of the Chuan Studio that in the past, even northerners had many rules to pay their respects. As a high official, they should be able to pay their respects in a rotary way, because there may be many lower classes around you, and you have to return the favor. Manchu women will pay their respects to Shuang ‘an, and of course, they will have to pay three knocks and nine obeisances when they meet the emperor. "It’s graceful, beautiful and edgy to pay their respects." However, in the era of the Republic of China, a new "Ritual System" was stipulated in 1912. There were five men, and they all took off their hats on various occasions, but it was slightly different. Although this was only a small change in etiquette, it also reflected great changes.In other words, the relationship between people has changed.

Let’s talk about language and writing. Today’s Chinese has absorbed too many modern or western new words. In newspapers, letters and speeches, there are many old words like "economy", "freedom" and "democracy" that seem to know each other but have different meanings. There are also new words like "ideology", "computer network" and "so-and-so" that have never existed before, and there are more and more spoken words. There are even imported words such as "show", "cool" and "WTO". If a person who lived a hundred years ago can still walk out of the grave, just like the person in Zhang Yimou’s "The Battle of the Ancient and the Modern", he will definitely not understand what we said.

China has changed a lot today, and China has too many modern cities, modern transportation and modern communications. In the past, our living world was quadrangles, gardens and farmhouses. People had to take ox carts and carriages from one place to another, so it was a luxury topic to express litchi from Lingnan to Chang ‘an. Su Shi was demoted to Hainan, unlike today’s tourist programs, even Lin Chong was sent to Cangzhou, which seemed far away all the way, so that Dong Chao and Xue Ba had time to do some tricks, while Lu Zhishen had to escort him every day. As for letters, they can’t compare with "Yi Meier", so at that time, China people’s ideas about the distance of space and the speed of time were very different from today’s. Today’s talents really feel "and heaven remains our neighbourhood". Similarly, today’s life in China has become more and more westernized, McDonald’s has become a favorite of young people, and the concept of eating is more and more different from the past. Let’s just say, modern people may live close to each other head-to-foot downstairs, which is closer than people living next to each other in the old days, but apartment-style housing actually separates people far away. In the past, the complex and village-style neighborhood relationship has disappeared in the city. As for a large family, it is even more rare. The contradiction or harmony between seven sisters-in-law and eight brothers-in-law, cousins, aunts and nephews is like an old thing in the idyllic era, and it seems very far away from us. The kinship of big families has been replaced by the contractual relationship of small families, so the foundation of establishing social order in old China, that is, family relations, family etiquette and ethical concepts, has also become a story of the past.

Second, culture and civilization: two concepts that have to be distinguished

However, why do modern people tell "the story of the past"? Let’s elaborate on this point at last. Let’s talk about the difference between "culture" and "civilization" first.

Originally, the difference between these two words is not very clear. However, for the convenience of the following discussion, we adopt the statement of iria (Norbert Elias, 1897—1990), a European, in the book The Process of Civilization. First, we regard "culture" as something that shows differences among nations, which always shows the self and characteristics of a nation, while "civilization" is regarded as something that gradually reduces the differences among nations, showing the universal behavior and achievements of mankind. In other words, it is "culture" that makes all ethnic groups different, and "civilization" that brings all ethnic groups closer and closer. Second, we regard "culture" as a kind of personality and spiritual temperament that we don’t have to teach deliberately, but will get because we hear it; Civilization is regarded as something that needs to be learned, so it is always connected with words such as "educated" and "knowledgeable". Third, in a sense, the "culture" of all ethnic groups is often stubborn and unchanging, and it shows a resistance to foreign cultures; And "civilization" is always moving and advancing, showing the tendency of colonization and expansion. That is to say, "culture" is related to tradition, showing the influence of the past on the present, while "civilization" is related to the future, indicating the general trend and direction in the future.

So, in the ancient history and tradition of China, Han nationality, what is different from other types of culture?

Third, family and affection: some aspects of China (Han) culture.

If many people, especially foreigners living in another cultural environment, enter the life world of China, the Han nationality, or suddenly come into contact with China immigrants in their own country, it is easy to feel that for China people, especially the Han nationality, the kinship and kinship in the family are very important and reliable. The so-called "blood is thicker than water" can describe this relationship. The so-called "fighting tigers requires brothers."

In the second time "Imagining Ancient China from Wedding Funeral", I have explained this point in detail, that is, it is not that people in other cultural circles do not attach importance to family ties, but that in China, Han nationality, kinship and family ties not only show the close relationship between individuals and families, but also derive the structure and foundation on which the whole society depends. China’s father, son, husband, wife, brothers and sisters and other relatives should not only clearly distinguish their birthrights, but also emphasize the different grades between different birthrights. At the same time, people with different birthrights and grades should live in harmony. And the premise of harmonious coexistence is that "men and women are different and orderly". Fei Xiaotong said in "Native China" that the basic social units in China and the West are different. Our pattern is not a bundle of clear firewood, standing there separately, but like a ripple that happens when a stone is thrown on the water. As I mentioned earlier, ancient China established a strict and orderly family order by relying on the concepts and systems of "five clothes" and "nine families". Among them, the most important thing is the difference between "father", "mother" or "husband" and "wife", which must be clearly distinguished. This is "inside" and "outside". As the old saying goes, "arms and elbows should not turn outward", that is to say, in principle, it is a big principle to favor people or family members with the same surname. The old saying goes that "girls are extroverted", that is to say, a married woman’s position will tend to her husband’s family, which is another surname, so it is extroverted, so there is a saying that "the married daughter throws out water".This internal and external boundary is very clear.

However, how to make internal and external communication and two surnames harmonious? First, it is precisely on the basis of distinguishing between the inside and outside that the relationship is established. Intermarriage makes the two surnames related. Compared with families without relatives, the two surnames are closer, but within the two surnames, they need male surnames, so the relationship is straightened out. Second, in ancient China, it was emphasized that within a family or family, it was necessary to be orderly from top to bottom, that is, to distinguish between the young and the old in order to establish a relationship of mutual respect and care. There should be filial piety between father and son, filial piety between brothers, brothers and sisters, cousins, and even people with the same surname. The big ones should love the small ones, and the long ones should take care of the young ones, but the small ones should obey the big ones and the young ones should respect the long ones. In other words, the order of families, clans, clans and even families with different surnames was established according to different levels of closeness, and even extended to the whole society according to this order, and a national and social order was established. Therefore, in ancient China, not only did the authority of the family patriarch cover the whole family and interfere with any phenomenon within the family, but also there was a word like "country" that linked "country" and "home", and there was a tradition of calling local officials "parents".

From family, clan to country, this order is called "ethics", and the original meaning of "ethics" is "ethics in hydrological phases". When it is used in human beings, it means that social relations are orderly, classified and organized. The most important thing in ethics is to be close to each other. In The Book of Rites, there are ten relationships, namely, ghosts and gods, monarch and ministers, father and son, nobility and inferiority, closeness, knighthood, husband and wife, politics, old and young, up and down. Almost all the real and fictional relationships are included, but the main difference is between father and son, distance and closeness. This is a social order that cannot be changed. Therefore, in The Book of Rites, it is said that "kissing, respecting, and growing are different between men and women, which is impossible to change with the people". That is to say, this is the basic order of society. No matter how the society changes, it cannot be changed. If it changes, it will not be "this one" and "ancient China".

IV. History and Reality: Reasonable and Unreasonable

Historically, this order had its rationality in ancient society. It placed the basis and foundation for the establishment of social order and state power on the most natural affection in human nature. Because of the affection between father and son and brotherhood, it extended to society and became the friendship between monarch and minister. However, the difference between inside and outside and the order from top to bottom became the basis for the construction of social hierarchy, which made the society not chaotic. However, from the perspective of modern values, there are also profound problems hidden behind it. That is to say, when the so-called kinship and affection are magnified and absolute, "filial piety" will definitely take precedence over everything, and even the truth and principles will be relegated to a secondary position, forming an absolute obedience to the superiors. The so-called "children are hidden from their fathers, and they are straight in them" is an extreme statement. When the family relationship with priority value is occupied by political power and becomes an absolute ethical law, the cart before the horse is turned upside down. When this natural relationship of consanguinity is enlarged to the social country, the political relationship that should have been confirmed by social contract and social consensus has become a natural hierarchical relationship that seems to be unnecessary to demonstrate. Therefore, the loyalty of the monarch and the minister not only overwhelmed the filial piety of the father and son, but also became the basis of personal autocracy, such as "the monarch wants his minister to die, and the minister has to die" is the extreme of authoritarian politics. Obviously, when this kind of family and family order is enlarged into a national political order, and it is absolutely correct and inviolable, the state will not only give absolute priority to the family, but also give absolute priority to the individual. In this way, the social order constructed from affection has gone to the extreme of unfeeling.

In any case, kinship based on family, clan or clan is a fairly clear tradition in ancient China, which has continued to this day, resulting in many consequences, such as: (1) It makes China people still attach great importance to family, affection and obedience to elders, which may be a feature of Chinese culture. (2) It is also a very important foundation of ancient China society. Because this society seems to be based on the "kinship" relationship of obedience, love and interdependence, the rulers above have the same authority as their fathers, self-evident justice and truth, and natural legitimacy, so ancient China formed "absolute and universal imperial power". (3) The rule of imperial power makes China different from the western countries, where there may be religious power competing with the imperial power. The emperor and the court have mastered the political power, discourse power and theocracy, so Buddhism, Taoism, and later Catholicism, Christianity, Islam, etc. all have to gradually yield, change their religious nature and social position, and exercise auxiliary functions within the scope of imperial power and mainstream ideology. At the same time, it makes religious believers also. In the eleventh "Two Belief Worlds in Ancient China", I have talked about this problem in detail. This largely determines the social and cultural characteristics of China,But also influenced modern China to a great extent.

V. The Time between Heaven and Man: Some Aspects of China (Han) Culture (Continued)

What I want to discuss with you next is the relationship between "heaven" and "man". In the understanding of ancient China, especially the Han people, the relationship between heaven and man seems quite special.

People in ancient China generally believed that "Heaven" was not only the space and time in which human beings lived, but also the basic basis for human beings to understand and judge everything. There was a mysterious relationship of interdependence, mutual imitation and mutual induction between "Heaven" and "Man". Therefore, on the one hand, man should imitate the structure and operation of "Heaven" and follow the rules of "Heaven" in order to obtain thoughts and behaviors. In recent years, some early documents of archaeological discoveries also said that not only governing the country should be "compatible with the stars, the sun and the moon, but also with the four seasons of Yin and Yang", but also the cultivation of body and mind should be coordinated with the "four seasons of heaven and earth", that is, "the desire to govern the body is in harmony with heaven and earth, and it is still awkward". Some laws of heaven and earth, such as the four seasons, also affect people’s lives.

In ancient China people’s minds, anyone who imitates "Heaven" can have the mystery and authority of "Heaven". Therefore, the meaning of "Heaven" is transformed into a mysterious dominant force in the sacrificial ceremony, a mysterious corresponding relationship in the divination ceremony, and a mysterious world of hope in real life, which supports people’s confidence and also solves various difficulties for people. Not only the general public, but also the emperors and nobles who have mastered the power in the world believe that the reasonable basis and power base come from "heaven". In the Qin and Han Dynasties, the architecture of the palace should imitate the structure of heaven, the top of the tomb in the Han Dynasty should draw the stars of heaven, the royal sacrifices in the Han Dynasty should be offered to the gods of heaven all over the place, and the place of sacrifice should imitate a structure consistent with the celestial bodies. In people’s minds, "heaven" still has an extremely lofty position, and heaven is.

Although Xunzi once called on China people to "control the destiny", that is, conquer the "heaven" (nature), it seems that this idea did not play a big role in ancient China. In the mainstream concept of ancient China, man and heaven must live in harmony, and people should respect and imitate the "heaven" because this "heaven" is the "heaven" of "justice". So what is "Fengtian Shipping" or "Acting in the Heaven" or "Acting for Heaven"? It is to think and deal with problems according to some reduced "digital concepts".

Sixth, the digital concept: Yin and Yang five lines of gossip Jiugong December

What is the reduced "digital concept"? It is some natural laws shown by "Heaven" that were expressed by numbers like "123" in ancient China, and ancient China people linked "Heaven" with "Man" in these simple ideas.

Among them, the first is of course "one", which can be understood as "center", "absolute", "sacred" or "unique". In the Qin and Han Dynasties, it was not only the only original and supreme god, but also the ultimate basis for the unification of the world, the authority of the monarch, the law of reason, the knowledge base and everything, and the only center that enveloped and controlled many barbarians. In the first time, I once talked about its influence on the concept of the world in ancient China. Followed by "two", "two" is yin and yang, of course, but it can be compared to the sun, the moon, heaven and earth, and it can also symbolize the monarch, the upper and lower, and the warmth, humidity, condescension and nobility further derived from yin and yang, and it also implies a series of adjustment techniques. The fifth is "Five". In ancient China, they once regarded the most basic "Five" in the universe as five basic elements "Jin Mu, fire, water and earth", which were called the five elements, and they were also "Five" and listed all kinds of matching things and phenomena, even corresponding to people’s five virtues "benevolence, righteousness, propriety and wisdom". This shows that people generally accept and believe that the "five elements" can summarize and sort out everything in the universe, so that the universe is orderly, and being orderly is in line with the laws of the universe and human rationality. On the contrary, if the five elements, five colors, five sounds, five flavors, five sides, five internal organs and five sacrifices are disordered, people will use technology to adjust them, otherwise people will get sick, society will be chaotic and the universe will be disorderly. For example, the change of dynasties,It is necessary to match the ranking of the five virtues in order; People’s clothing should match the five-color rounds; The object of sacrifice should highlight the status of the five parties.

This is just a simple statement. If you elaborate, there are various symbols from one to twelve:

First, the "Tao" that generates the yin and yang of heaven and earth, or the only immobile "pole" in the sky, or the "Taiyi" of the gods, is the absolute and only source of existence.

Second, heaven and earth (or yin and yang, dry Kun, black and white, cold and heat).

Three, heaven and earth people, this is called three talents, or directly represent people (heaven, earth and people).

Four or four o’clock (spring, summer, autumn and winter), Sifang (southeast and northwest), Four Gods (Qinglong, Suzaku, White Tiger and Xuanwu), etc.

Five, five tones (Gong Shang Jiao Zheng Yu), five elements (wood, fire, soil, gold and water), five colors (green, red, white, black and yellow) and so on.

Six, Liuhe (left and right, up and down), six laws (Huang Zhong, Tai Li, etc.) and so on.

Seven, seven obsidians (sun, moon and five stars) or seven stars (Beidou).

Eight, eight diagrams (Gan Kun, etc.) and eight winds (winds from all directions).

Nine, nine palaces (eight directions plus the central government), nine lands (Kyushu and Jiuye) or nine days.

Ten, ten days (ten days dry).

Eleven, six qi and five elements (heaven, six places and five places).

Twelve, twelve days (twelve earthly branches) or December.

This "digital concept" came into being very early, and went through a long process of integration and demonstration. It was finally fixed in the form of a system in the Qin and Han Dynasties, and penetrated into various fields, affecting the thinking of China people from ancient times to modern times, and derived various knowledge and technologies from it.

Seven, things are very different: this rationality is not that rationality.

This is also the result of "rationality". However, it is of course different from Huang Renyu’s "digital management" and fundamentally different from western thought. I can’t elaborate here, just give a brief example. "Dialogue with Whitehead" said: China invented the magnetic needle, but Confucius’ attitude was, "Well, that’s enough, the fact is everything". He didn’t want to pursue the "reason" behind it, but soon turned his attention to the social morality and ethics; However, westerners are different. When the compass invented by China reaches Europe, people will ask all kinds of boring questions, such as why it points to the north and explores the "reason" behind it, which is just ignored by pragmatists, but in the west, it makes all kinds of beneficial achievements appear one after another. Whitehead thinks that Confucius, like Dewey, "rejects boring ideas, and simple facts should be enough for you to use. Don’t waste more time asking the final reason hidden under those simple facts".

It seems so. Ancient China people were not very good at probing into the deep truth under the phenomenon, nor were they very used to analyzing with meticulous and pure logic. Thomas Aquinas in the west, when proving the existence of God, used the five-layer logic, that is, the Five Roads of St. Thomas, to infer. Such a thing is rare in China. Therefore, some people always say that the thinking characteristics of China people, who are mainly Han people, are as follows: firstly, they often reduce the contract; secondly, they often use metaphors or symbols and hints; thirdly, their thinking is not logic or reasoning, but often experience and analogy. This may not be wrong. However, the key point is to know that people in ancient China had such a basic presupposition about "heaven", "earth" and "man" for a long time. It is from this basic platform that they infer and assume the essence and correlation of all phenomena or things according to this special idea today, and then deal with and deal with the world in front of them according to this assumption or inference, and form their own knowledge, technology and thoughts. This basic presupposition is the relationship between heaven and man, and the method used to understand and judge all phenomena in the world is "Yin-Yang and Five Elements" based on the basic presupposition of the unity of heaven and man and the induction of heaven and man.

For example, China’s TCM established its diagnosis and treatment according to the theory and thinking of Yin-Yang and Five Elements (the theoretical basis of Huangdi Neijing is Yin-Yang and Five Elements). In traditional Chinese medicine, many diseases and drugs are classified into several properties by the theories of yin and yang. These properties are like the seasonal changes of cold and heat between heaven and earth, which are expressed as "cold and heat", "wet dryness" or more detailed words such as "heat, warmth, coolness and coldness" when applied to people. Diseases are divided into different types by these terms. However, the so-called "yin and yang" and "heat and cold" are mostly based on experience and feeling. The nature of "removing fire" or "getting angry", and the so-called "yin qi" and "yang qi" can not be judged by experiments, but can only be summarized by experience and feeling. Ancient China people’s judgments about yin and yang in medicine, food, weather and space are difficult for many westerners to understand. However, until now, China people still distinguish yin and yang by feeling, such as radish clearing fire, ginseng getting angry, orange getting angry, mandarin orange not getting angry, pork being warm, mutton being dry, being tonic in winter and being cool in summer. This is all puzzling to foreigners. But is there no "truth" here?

Similarly, the relationship between human body, five zang-organs, five senses, four limbs and five elements, five flavors, five colors and five tones, and how various phenomena and things belonging to the five elements can coexist with each other, how they can be coordinated in different environments and seasons, and how this relationship can be extended to people’s physical condition and treatment methods can not be understood by western-style thinking and logic. Like the theory of meridians, there is no way to explain it from the western anatomy, but the ancient China people, relying on their own experience and ponder, are convinced that "qi" and "blood" exist in the body.

Its flowing path, such as Yinshu and Maishu of Han Dynasty unearthed in Zhangjiashan, Hubei Province, and acupuncture wooden figures of Han Dynasty unearthed in Shuangbao Mountain, all show that ancient people found some truth from another way of thinking, and the modern practice of meridians and acupuncture also proves that ancient China people’s thoughts have their special features.

Of course, in addition to traditional Chinese medicine, as I mentioned earlier, in ancient China, many things were related to Yin-Yang and Five Elements. For example, to build a mausoleum, we need to look at Yin and Yang, to build a house, and to look at Feng Shui, all of which should be coordinated with Yin and Yang and the five elements; Another example is to offer sacrifices to ancestors of heaven and earth. The altar or ancestral temple for offering sacrifices should be set up with a hall, a mound, a temple of heaven, a platform, etc. according to the proper orientation of Yin and Yang and the five elements, and also follow the principles of Yin and Yang and the eight diagrams of nine palaces. All the years, months and days are also matched with yin and yang and five elements, so every day’s actions should also conform to the avoidance of yin and yang and five elements; And the stars in the sky and the orientation of the underground are assigned yin and yang and five elements, so any behavior in space cannot leave this yin and yang and five elements. Maybe you still remember that during my visit to Taoism, I talked in detail about the key significance of this theory of Yin-Yang and Five Elements in Taoist thought and technology in the two parts of "External Dan" and "Internal Dan".

Eight, Chinese Characters Like Rubik’s Cube: Some Aspects of China (Han) Culture (Continued)

Finally, I want to point out that the characteristics of China (Han nationality) culture are Chinese characters and their influence on ancient ways of thinking.

I always feel that many ways of thinking and cognition of the Han people are related to Chinese characters. In the world, only Chinese characters still preserve the basic pattern of the original hieroglyphs, while the ancient Egyptian hieroglyphs and Sumerian cuneiform characters have long since disappeared in history, and the only remaining Naxi characters have a small scope of use and can be left behind. Then, will this pictographic-based writing, which is ideographic and phonetic, affect China people throughout the ages? For example, I have an abnormal feeling about literal expression, an inadaptability to pure symbolic operation, a special habit of thinking in images such as metaphors and symbols, and a way of thinking that is good at visualizing abstract problems. Are these all related to Chinese characters?

Chinese characters in ancient China are very interesting. Many characters are pictographic and direct, such as sun, moon, wood, water, fire, hand, mouth and knife. However, there are also many words that need more careful and complicated expression, so I added some words in an ingenious way, such as "blade" instead of the back of the knife, "mining" when I put my hand on the tree, and "prison" when the cow is shut in the circle, but this is still simple. Lu Xun once cited an example of "treasure", and the traditional word "treasure" is made up of a roof and a pen. But knowing is not enough, because some shapes are too close, and writing can’t be drawn too carefully, so it is useful to distinguish them with meanings and add sounds to mark differences, so there are "shapes and sounds", such as rivers, pines and cypresses.

However, the basis is still "shape". Many meanings of Chinese characters can be guessed from the shape of words, and many meaningful words are also bred from words with direct pictographs. Like "wood" refers to trees, while "sun" is in "wood", and the sun rises in the east, which is "East" (East). "Sun" is the sun. If it falls in the grass, it is "Mo" (dusk). The "hand" symbolizes strength, and holding a stick is the "Yin" or the majestic "father" who holds power; But if the word "mouth" is added below, it means that the words don’t start work, it is "Jun". The word "person" has many derivatives, and many words related to people, such as "big", "sky", "owe", "brother", "both", "enterprise", "see" and "lie", can all see the meaning expressed by its glyph. In this way, Chinese characters have influenced people’s thinking and imagination, and also made China scholars have the reading and thinking habits of "guessing", "guessing", or "looking at literature to create meaning".

At present, we can’t understand the influence of Chinese characters on China culture and the thinking of Han people. When it comes to the influence of Chinese characters on China culture, many people especially like to mention calligraphy, but this influence is not limited to calligraphy. China people of Han nationality have some cultural phenomena different from those of other nationalities, which may really be related to Chinese characters. To give some examples: (1) China people have the sensory reading of "reading with one eye and ten lines" and the way of interpretation and understanding of "looking at the text to create meaning" (the ancients believed that "three are kings" and "pushing ten into one as a scholar" actually reversed the original meaning from the shape of the characters, while the ancients believed that A was like a human head, B was like a human neck, and those who were self-ringed called private, while those who were behind private called public, but they imagined Chinese characters. (2) In China’s ideological world, it is always believed that the signified literal symbols are inseparable from the signified phenomenal world. This means that, unlike phonography, the pictographic glyph is just a "pure symbol". Its shape is related to the original meaning, and the original meaning is related to the present meaning. The signifier and the signified are related to each other. In other words, there is a deep relationship between words and the things and things they refer to. Perhaps because of this, people in ancient China were not used to thinking in abstract pure symbols and pure logic without concrete things. People in ancient China had a special reverence for writing. The story of "It rains and millet, ghosts cry at night" when Cangjie created writing shows the magic of writing in people’s imagination, while people in ancient China respected the habit of writing paper.And Taoism’s belief in the efficacy of calligraphy and chanting (pronunciation) all illustrate this concept. (3) What can be mentioned is the development of modern poetry, parallel couplets and couplets in China’s classical literature. The formation of these literary features depends on its language basis-Chinese characters. (4) Especially because of this kind of writing that mainly depends on the font rather than the sound, Han people in different places who use different dialects have a recognizable writing, so that they will not split into different regions and cultures and maintain the identity of the Han people.

9. Cultural Classification: What exactly is China’s culture?

The problem of culture is quite complicated. The above are just some examples that I think are important, and I don’t want to make a complete exposition of China culture.

The question is, since it is very complicated, what exactly is the culture or tradition of China or the Han nationality? Here, please pay special attention. When we use the word "China" or "Han nationality" as the attributive to modify "culture" or "tradition", we have to describe a feature that can summarize their identity, which is very difficult. We know that human beings can be divided into different ways, but no way can distinguish the ownership of "culture" profoundly and accurately. For example, of course, you can distinguish between races, such as black people and white people, but this does not explain the problem. China, which is dominated by the Han nationality, may be composed of Mongolian and Malay people. In history, it has been integrated with the blood and genes of quite a few different races. The "black hair and yellow skin" sung in popular songs seems to be from China, but how can we distinguish Japanese and Koreans who are also "black hair and yellow skin"? So race or gene is not the fundamental way to distinguish. Of course, you can also divide it by language. Chinese speakers are Han people, but not necessarily. Among Chinese users, there are many people of other ethnic groups, and those who use Chinese characters should include ancient Japan and Korea. The concept of Chinese character culture circle is actually bigger than that of Han culture, not to mention that there are many "ethnic minorities" among Chinese speakers. You can also divide it according to religion, but religion can’t distinguish China from foreign countries, Han nationality from other ethnic groups, because Han nationality doesn’t have a unified religion, and some of them share a religion with other ethnic groups.Others share a religion with other ethnic groups, and even a Han nationality can believe in several religions. Or you can say, we can distinguish from regions. Of course, the word "China" can include most people, including people from Hongkong, Macau and Taiwan Province. However, many overseas Chinese also agree with the Han nationality in China. Is their culture a China culture? Therefore, the region can not be regarded as the basic basis for division. Finally, you may think it is possible to divide people into classes, the upper and lower classes, the knowledgeable and the uneducated, the elite and the people, the rich and the poor. I admit that there is a great difference between the big tradition and the small tradition, but this class belongs to what we call "China culture".

Therefore, no matter race, language, belief, region and class, they cannot overlap with culture. So, what is culture? Since we said earlier that "culture is something that expresses a nation’s self and characteristics", where is the most profound expression of China or Han nationality’s self and characteristics?

A more general statement is: "Culture refers to a traditional spirit that has been inherited from history, deeply rooted in the hearts of a nation, believed and recognized without thinking at any time, place and class, and will always be shown in all aspects of their daily life." Of course, this is too abstract, but at present, we don’t have a better way to express and demonstrate it. We can only say that China culture has constructed a cultural China. This culture has a tradition in China, which makes China people have different values, living habits and spiritual temperament from others. By the way, an interesting joke, there are many metaphors and stories about the cultural characteristics of different nationalities in many books. These stories and metaphors are not necessarily accurate, but you might as well listen to them. One of the stories said that when faced with elephants, people of all ethnic groups were asked to write a descriptive paper. Therefore, the Germans wrote a thick book "The Position of Elephants in Biological Classification and Its Philosophical Meaning"; The British wrote a book "On the Gentleman Manner of Elephants"; The French wrote the thinnest volume, a small volume of Love of Elephants, and the Japanese wrote the thickest volume, three volumes of Collection of Elephant Research Materials; China people, on the other hand, wrote "Examination of Image, Phase and Image". This is a joke, of course, but people under various cultural traditions must have quite different places. In the past, this difference was called "nationality" or "nationality", that is, the nationality of English, and nationality or nationality was due to the accumulation and influence of tradition, and at the same time, I couldn’t help but have a sense of identity and intimacy with this temperament spirit.It has become the reason for the formation and cohesion of a nation. This tradition is a natural thing in everyone’s memory and a natural resource when they respond to the changing environment.

X. Rethinking China Culture

Perhaps this is still a rather difficult thing to tell and understand, but we should describe it here as much as possible. Therefore, in the previous twelve chapters, I talked about this big topic: "What is the characteristic of China culture?" In these twelve chapters, I talked about the concept of the world in ancient China, and how it influenced the attitude of ancient China people towards themselves and foreigners; Also from the family and ceremony of ancient China, when it comes to the formation of Confucianism and ancient China’s political theory; Also simply from Laozi to Zhuangzi, discuss the thought and influence of Taoism; It also discusses the ways of communication between ancient China and the outside world, of course, mainly from the way of Buddhism entering China; In addition, it briefly introduces the thoughts, methods, techniques and influences of Buddhism and Taoism, especially the Guanyin belief and Zen thought, because the former has a great influence on the people in China, and its image and story evolution are very interesting, which can reflect the differences of different cultures. The latter is of course a typical example of the true China of Buddhism, which has more influence on intellectuals in China than all Buddhist sects, and also reflects that a different culture will enter China, a self-sufficient cultural system. Finally, I also introduced two belief worlds in ancient China in particular, because compared with other cultural circles, this kind of belief, whose religious boundaries are rather vague and cultural levels are quite clear, is particularly prominent in China. It’s just that I need to remind you again that, in fact, the main thing is not that I "speak" but that you "listen".If you are from China (Han nationality), then the appropriate way should be to "activate" your memory, experience and experience, experience your surroundings, your society and the culture you are familiar with, mobilize the "reserve" in your heart, and rebuild the "China (Han nationality) society and culture" together with what I have said.

Source: Ge Zhaoguang’s Lecture Notes on Ancient China Culture.

It is not advisable to blindly pursue "practicing in summer"! The expert sent you a sports guide.

Xinhua News Agency, Changsha, June 30 (Reporter Shuai Cai) Recently, hot weather appeared in many places. In the hospital, the number of patients with heatstroke and heatstroke increased due to long outdoor exercise time. Experts pointed out that it is not advisable to blindly pursue "three volts in summer" during the hot summer season.

Han Xiaotong, an expert in the emergency department of Hunan Provincial People’s Hospital, said that heat stroke, also known as severe heatstroke, is a fatal emergency, characterized by high fever and disturbance of consciousness. Patients suffer from abnormal thermoregulation due to high temperature, resulting in organ damage and even organ failure. For young students, outdoor sports should not be blindly carried out in hot weather, and slow-paced sports such as swimming, aerobics and Tai Ji Chuan can be chosen. If you sweat a lot, you should replenish water in time, and if necessary, you can drink light salt water or salty drinks to ensure the electrolyte balance in your body.

Zhang Xingwen, an emergency doctor at Hunan Provincial People’s Hospital, suggested that sports enthusiasts can choose to do outdoor sports in the early morning or at dusk. During the hot summer season, sports enthusiasts should not exercise for too long every day. Generally, it is advisable to exercise for 30 minutes to 1 hour to avoid excessive sweating and high body temperature, which may cause heatstroke. Don’t take a bath immediately after exercise, let alone eat cold drinks or take a cold bath. If you take a bath with cold water after sweating, your pores will close and your blood vessels will contract, but you will easily get sick.

Han Xiaotong reminded that sports enthusiasts can carry common medicines such as Huoxiang Zhengqi Liquid and Fengyoujing when exercising outdoors. If heatstroke symptoms occur, they can take some Huoxiang Zhengqi Liquid and physically cool down at the same time; Attention should be paid to ventilation and cooling when exercising indoors. Families using air conditioners need to adjust the temperature to a suitable level, not too low, so as not to reduce people’s heat resistance and make it difficult to adapt when going out.

Professor Pan Gang, an expert on cardiovascular diseases in Hunan, reminded that in summer, people are prone to dehydration when sweating heavily after physical exercise, thus reducing the circulating blood volume. In addition, high temperature will also dilate blood vessels and reduce the blood volume, which may lead to a significant decrease in blood pressure, causing collapse, fatigue and even fainting. In addition, after a large amount of water is lost, if it is not replenished in time, the blood will become relatively thick, which will easily induce thrombosis and induce dangerous situations such as myocardial ischemia and myocardial infarction. The elderly and patients with cardiovascular diseases should exercise according to their abilities, and should avoid exercising in the scorching sun and walking for a long time to avoid cardiovascular accidents.

Source: Xinhuanet

The 3 rd line battle field shines! The throne of football in China will give way! Wuhan soil cannon rises!

Like a model in heaven, it is really a good example in the world, this creator, positive energy! Welcome everyone to pay attention, like, comment, forward and collect, thank you!


The rising star of China football: From Lei Wu to Wei Shihao, when talking about the top football players in China, most people will undoubtedly answer "Lei Wu". The attacker who scored high scores in the Super League has become a symbol of the national team. But with the passage of time, a new name is quietly emerging, and that is Wei Shihao.

Lei Wu’s brilliant Lei Wu is undoubtedly the legend of China football. From the moment he first entered the Super League, his outstanding performance attracted countless eyes. Not only did he score in double figures for five consecutive years, but in the sixth season, he became the top scorer of the league with 27 goals. At his peak, he went to Spain to play for Espanyol and became the representative of China football in Europe. However, as she grew older, Lei Wu chose to return to China.

Looking for a new leader, Lei Wu still paid a lot for the national team and the club after returning to China, but his status gradually declined. This also makes people start to think, who can take over the banner of Lei Wu and become the new leader of the national football team? The Rise of Wei Shihao When it comes to this question, Wei Shihao is undoubtedly the most anticipated answer. In this season, the Wuhan three towns team is facing great difficulties. However, Wei Shihao brought hope to the team with his excellent performance. He not only scored goals at the crucial moment, but also solved the difficulties for the team almost every time. In the match with the Shenzhen team, he even staged a winner and won the team.

Wei Shihao, the hero at the crucial moment, not only performed well in the Super League, but also performed well in the AFC Champions League and the national team. He almost became the savior of the team at the critical moment. Whenever the team is in trouble, we can see Wei Shihao stand up and bring hope to the team.

At the moment of carrying the banner, Wei Shihao showed his strength in the Super League, the AFC Champions League and the national team. He not only scored key goals, but also brought vitality to the team on the court. It can be said that he has taken over the banner of Lei Wu and become the new leader of the national football team.

Looking forward to the future Wei Shihao’s outstanding performance undoubtedly made people have high hopes for him. He not only has excellent strength, but also has the potential to lead the team. Many people expect him to bring more honor to the national football team in the future.

What’s your opinion? What do you think of Wei Shihao’s performance? Do you think he can carry the banner of China football in the future? I look forward to your comments in the comments section.

Pay more attention If you are interested in football, Super League and Wei Shihao, please pay attention to our headlines, and we will bring you more exciting content.


The new star of China football: From Lei Wu to Wei Shihao, China football has been looking for a new leader, and Lei Wu once assumed this responsibility. His brilliant achievements and Spanish league experience made him the representative of China football in Europe. As time goes by, his state declines, which makes us start to think about who can take over the banner. At this time, Wei Shihao emerged as a highly anticipated answer. His performance in Wuhan Sanzhen team is not only outstanding in the Super League, but also shows his savior-like ability in the AFC Champions League and the national team. He seems to have taken over the banner of Lei Wu and become the new leader of the national football team.


The rise of Wei Shihao marks a new chapter in China football. His heroic performance at the crucial moment filled the fans with hope, whether in the Super League or the national team. His strength and charisma earned him the respect of the fans. He has started to carry the banner of China football and become the new leader of the national team.


In the future, we have good expectations for Wei Shihao. He not only has strength, but also has the potential as a leader, which can bring more honor to the national football team. His emergence makes people full of confidence in the future of China football, expecting him to continue to succeed in the international arena.


On the whole, the rise of Wei Shihao bodes well for China football. He has shown the potential of a leader and deserves high hopes from fans and the national team. I hope he can continue to make outstanding contributions to China football in the future and raise China football to a higher level.


On the whole, the rise of Wei Shihao bodes well for China football. He has shown the potential of a leader and deserves high hopes from fans and the national team. I hope he can continue to make outstanding contributions to China football in the future and raise China football to a higher level.


Missed the Olympic Games, China Women’s Football Team 2023 got three sap.

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. "

There are many football powers, and there will always be only one football kingdom.

After Brazil reached the World Cup quarter-finals, I believe all Brazilian fans around the world share my feelings: it’s been 20 years, and it’s finally dawn.

Don’t think that abusing South Korea is nothing. Now the South Korean team is no longer Amon. Looking at today’s football, no team except Brazil can win so brutally, thoroughly and heartily against South Korea. France can’t, England can’t, and Argentina can’t, but Brazil, which vowed to win for Pele, who is seriously ill, can.

Being a Brazilian fan is a very unique experience. On the one hand, it is very cool. Every World Cup is a favorite to win the championship, and there are warm expectations every four years. On the other hand, it’s very painful, because Brazil always fails if it doesn’t win the World Cup, but winning the World Cup requires not only strength, but also various coincidences, so more often, Brazilian fans will end their mental journey of the World Cup in disappointment.

Brazil has not won the championship for 20 years. What happened to the Brazilian team in these 20 years? Let me give you a brief stroke.

In 2006, Brazil claimed to be the strongest in nearly 40 years. However, arrogant soldiers are bound to lose. Please go back to the iron coach Pereira, who can’t relax put in order’s tactical discipline. When Henry beat Brazil, Carlos, the world’s number one left-back, was tying his shoelaces. Let us remember this little bald head that makes people love and hate.

In 2010, Brazil, with dim stars but strong integrity, was the only team that ever beat Spain in the Confederations Cup. In the knockout against the Netherlands, it not only took the lead, but also completely controlled the situation. However, a guy named Melo suddenly went crazy, making an own goal before a red card. Let’s remember the name Melo.

In the 14th and 18th World Cups, Brazil really can’t do it. Neymar is the only one who makes waves in the attack line. In 2014, Neymar and Tiago were absent, and in 2018, the two main full-backs were absent. However, these are not the main reasons for being eliminated, because from beginning to end, the Brazilian team did not show the dominance that the champions should have. The midfielder who wore the No.10 jersey in the 14th World Cup was Oscar, the one who later joined the Super League. He was a typical diligent organizer at Chelsea, diligent? What is the difference between this and swearing? Let’s remember the name Oscar, the worst midfield organizer in Brazilian history. The striker arrow of the 18th World Cup is Jesus, the one who just retired due to injury. His retirement is definitely good for Brazil. He may be an excellent striker in other teams, but he can only be regarded as a loser in Brazil. Let us remember the name Jesus, the worst striker arrow in Brazilian history.

Brazil’s group match was 2 wins and 1 loss, and it didn’t sweep all the way, but why is Brazil considered the biggest favourite to win the championship? Because Brazil only played Serbia in the first game and South Korea in the fourth game, not only the top star Neymar was absent due to injury, but even other players left half their strength.

Playing Serbia, Brazil showed the ability to control the field, basically did not let Serbia have any strength to fight back, and finally defeated this potential dark horse in many people’s hearts 3-0; Facing South Korea in the first match of the knockout, it is an all-round display of offensive firepower. I can say responsibly that this Brazilian team is stronger than the champion team led by 3R in 2002. Brazil beat China 4-0, but now this Brazilian team only needs half time to beat South Korea 4-0. If it doesn’t take the initiative to stop, a bloody case may happen at any time.

How strong is this Brazilian team? So strong that they don’t need full-back assists anymore. As we all know, the Brazilian team has never lacked epic full-backs. At present, the main full-backs in Brazil are Danilo and Sandro, which are not the top players in the world and far from the ability of Carlos and Cafu. The substitutes behind them are Alves, who spent nearly forty years brushing data with soy sauce, and Telles, who went home because of injury. In recent decades, looking around the world, we have almost never seen such a "greedy" full-back. When Brazil played offensive football, these two full-backs never forgot their responsibilities as defenders, and they managed the defense wholeheartedly. Wang Shenchao and Wang Gang of the national football team were more active in attacking than Brazil.

Why do Brazilian full-backs seldom take part in the attack? Because of three words: no need. There are as many as nine strikers in Brazil this time. Except for Jesus and Richarlyson, the other seven have winger attributes, and even Richarlyson made his debut as a winger. The winger is almost the answer to the version of football in this era. Brazil has so many wingers and all of them are excellent. The last guy is Anthony, and Manchester United spent 100 million yuan to buy him. You said, why do you need a full-back assist?

In fact, Brazil has not won the championship for 20 years, largely because Brazil has been short of excellent attackers since Ronaldinho retired. I don’t know when Brazil’s most sought-after players in Europe are divided into three categories, the first category is goalkeepers, the second category is central defenders, and the third category is engineers’ midfielders who do dirty work. The homogenization of Brazil’s talents is similar to that of Spain and Germany, which can’t find a center, so they have been tossing the ball around in the middle and back court.

This phenomenon has a lot to do with the tactical changes brought about by the last 24-year World Cup in Brazil. During those 24 years, Brazilian attack experts emerged one after another, attacking beautifully and defending bean curd dregs. After learning from a painful experience, Brazil began to focus on cultivating defensive engineers and redefining tactical discipline.

Brazil won the championship in 1994 and in 2002, which are essentially the same. The first time was a big shovel with romario and Bei Beituo in front and dirty work behind it, and the last time was a big shovel with 3R in front and dirty work behind it. The reason why this match can be established is that the big shovel for doing dirty work in Brazil is different from that in other countries. The big shovel in other countries is a pure engineer, and all Brazilian players have excellent ball-throwing ability, ball control ability and organization ability. Brazil’s big shovel, which won the championship twice, is more capable of threading the needle than English epic midfielder Steven Gerrard, such as gilberto silva.

However, no matter how offensive and defensive the back is, it is absolutely impossible without the arrow of the front line. In recent ten years, except for Neymar, other attackers in Brazil are really bad. Until this World Cup cycle, Brazil finally ushered in a blowout of attacking talents. Today, the reserve of Brazilian attackers is second only to the quintet of Ronaldinho, Kaka, Robinho and Adriano in 2006. However, that Brazilian team was eliminated by France long ago. When it beat Ghana 3-0 in the first round of the knockout round, there was no whole, and the tactical content was extremely poor. Now the overall cohesion of the Brazilian team is extremely tight.

Of course, Brazil also has rivals in winning the World Cup. The strongest opponent this year is still France, which not only plays well, but also is the natural enemy of Brazil.

Since the 1980s, Brazil has been defeated by France in the World Cup, and fell to France in 1986, 1998 and 2006. The French team has a solid footwork, tight defense in the center and backcourt, and at the same time, there is no shortage of skills and attack experts at the foot, which really beats Brazil in style. However, due to the absence of Kantor and Bogba, the French team changed its attack route. Although Mbappé was in a state of explosion and Gleizman became an excellent organizer, Brazil really didn’t like this type of France, and the two sides were still 60% sure of playing Brazil.

Thankfully, after a lapse of 20 years, the World Cup has returned to Asia. As the only "football kingdom" in the world, Brazil has also seen the possibility of returning to the top. By the way, do you remember those names just now? Melo, Oscar and Jesus, if you are not an Arsenal fan this season, you may have forgotten these names again, because although these players once represented Brazil in the World Cup, they never shocked people from their achievements to their playing methods. Even if they wore Brazil’s bright yellow shirts, they would not leave too many memories in the hearts of fans.

Football fans support a team and want nothing more than two things: excellent results and beautiful games, which are exactly what Brazil must have at the same time when it wins the World Cup.

That’s why we can remember the gorgeous representatives of Brazil: Ronaldo with a lucky head, Ronaldinho who cheated the English goalkeeper Seaman, Roberto Carlos whose thigh circumference is thicker than anyone else, and of course, Brazil’s eukaryotic Neymar now;

That’s why, I will also remember those tough backbones of Brazil: Taffarel, who is not well known, Dunga, who is not handsome, and thiago silva, who is now an old and strong captain.

There is only one Brazilian team in the world, but Brazil has more than one kind of football content. In 2022, Brazil in Qatar may not present the world wave that Ronaldinho did at the beginning, but they will always have a wonderful volley side hook like Richarlyson, and at the same time defend their own goal with tough defense and tough confrontation.

So 20 years later, when the World Cup returns to Asia, we seem to see the excellent hope that the World Cup will return to Brazil. Especially when they pull out the banner of "Fight for Bailey", so that more people are willing to stand behind them. There is already a king in heaven, so let another one stay with us for a while on earth.

The World Cup needs Brazilian football, and the world needs Brazilian football more.

Summary of European football: Bayern Paris won the championship, Inter Milan locked in the Champions League qualification, and Rome missed the top four.

On May 28th, Beijing time, let’s take a look at the latest situation of the five major leagues in Europe.

Grand Paris won the championship one round ahead of schedule.

In the 37th round of Ligue 1, Lionel Messi scored 496 goals in the history of the five major leagues, helping Paris draw 1-1 away from Strasbourg. With only one round left, Barley was 4 points ahead of Lance, the second in the league, and won the championship ahead of schedule.

In the past six years, Barley won five French champions, and in the past 11 years, he won nine French champions. Messi joined Paris for two years and also won two French champions and a French Super Cup.

The script of the Bundesliga title competition

In the last round, Dortmund surpassed Bayern by 2 points. In the final battle of the Bundesliga, Dortmund can break Bayern’s monopoly on the Bundesliga champion in the past 10 years by defeating Mainz, who lost four games in a row at home.

As a result, Dortmund was beaten 2-0 by Mainz as soon as he came up. Although he pulled two goals in the end, he still only got a 2-2 draw. In this game, Alai was the most unlucky one. He missed a penalty in the first half, scored a goal in stoppage time in the second half and was blown off because of offside. After the game, his INS was captured by extreme fans.

Bayern took a 1-0 lead early, and was equalized 1-1 by Cologne in the second half because of Gnabry’s handball. If Bayern can’t score all 3 points, Dortmund will win the championship. However, Mucia La, who came off the bench, scored the winner in the 89th minute, which ruined Dortmund’s last hope of winning the championship. In the end, Bayern beat Cologne 2-1 and beat Dortmund to win the championship because of the goal difference advantage.

Inter Milan lock in the top four in Serie A.

In the 37th round of Serie A, lautaro scored a goal and Lu Kaku scored a goal. Inter Milan beat Atalanta 3-2 at home, locked the top four in Serie A one round ahead of schedule, and got a Champions League seat.

Roma missed the top four in Serie A.

In the 37th round of Serie A, it was difficult for chaaraoui to save the goal. Rome lost two goals in three minutes in the final stage, and was finally reversed by Florence 2-1, which made it unbeaten in seven rounds of the League. Now, with only one round left, they are four points behind AC Milan, the fourth in the league, and they are determined to miss the top four in Serie A one round ahead of schedule. They want to qualify for the Champions League next season, and only the Europa League is left.

Luton succeeded in overtaking.

Luton beat Coventry 7-6 on penalties in the final of the Championship promotion play-off, and the team history was promoted to the Premier League for the first time. According to Luton’s official introduction, they are the first team to enter the Premier League from a non-league, and they were still in the fifth league nine years ago. At present, three newly promoted Premier League horses have been identified, namely Burnley, Sheffield United and Luton.

International Football League Cup Comprehensive: Arsenal and Manchester United missed the quarter-finals.

Xinhua News Agency, London, November 1st (Reporter Zhang Wei) Arsenal and Manchester United both lost to opponents from the same Premier League on the 1st, and missed the quarterfinals of the English League Cup.

Arsenal played against West Ham United in London on the same day, and fell behind in the first half because of White’s careless own goal. "Arsenal" coach arteta bluntly said after the game that the ball directly influenced the development direction of the game. Since then, Arsenal, which has an absolute advantage in possession of the ball, has never been able to make a breakthrough. On the contrary, Kaddos added another point five minutes after the West Ham United Easy Side, extending the lead to 2-0. In the 60th minute, Bowen hit a long-range shot outside the penalty area. It wasn’t until the final stoppage time that Arsenal were pulled back by substitute Odegard, and the score was fixed at 1-3.

On November 1st, Arsenal coach Arteta looked depressed after the game. Xinhua News Agency/Reuters

Manchester United, who just suffered a home defeat in the Manchester derby last weekend, continued to sink at Old Trafford. Against Newcastle United, they conceded two goals in a row in the first half. In the 60th minute, Willock got rid of the defense with the ball in the frontcourt and hit the door to help the Magpie achieve a 3-0 victory.

Newcastle, who lost to the "Red Devils" in the Carling Cup final last season, took revenge, and their quarter-final opponent will be Chelsea who beat Blackburn 2-0 on the same day.

In addition, Liverpool beat Bournemouth 2-1 with goals from Gakpo and Nunez, and the quarterfinals will face West Ham United.

2021 of domestic beauty cosmetics: brands are hard to plastic, and traffic is hard to abandon.

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.

Differences and Repetition of Five Beauty Brands’ Cross-border Going to Sea

Image source @ vision china

Text | Hugo Cross-border, Author | Dong Xinyi You Minfang

Domestic beauty brands have gone to sea, and now there is another "grassland" for planting grass.

According to late LatePost, in early 2020, ByteDance launched a product Lemon8 similar to Little Red Book in Japan. This product, which is defined as "community of interest in planting grass" in ByteDance, has been downloaded more than one million times, and it has begun to expand to Southeast Asian markets such as Thailand when the number of daily users is far lower than this.

If we carefully observe the label of Lemon8-"Community of Interest in Planting Grass", we can naturally think of the grand occasion of many domestic beauty brands "brushing the screen" on Little Red Book in recent years.

In fact, there are already domestic beauty brands that have registered official accounts on Lemon8.For example, in the case that the official account of Ke Laqi COLORKEY has not published the promotion content and 0 likes, the topic concern of COLORKEY has exceeded 2K.

Discussion on COLORKEY related topics on Lemon8 Source @Lemon8

Unintentionally inserted willows into the shade. Even some domestic beauty brands have not yet opened the official account of Lemon8, and they have already gained a lot of topic attention, and they are not very "out of the circle" brands such as Perfect Diary and Hua Xizi.

On Lemon8, the related topics of brands such as Feiluer FOCALLURE, Zise ZEESEA, and Flower Know Flower Know all have good attention, among which ZEESEA’s topic attention is particularly gratifying, with 69.9K.

Discussion on ZEESEA related topics on Lemon8 Source @Lemon8

This kind of relatively natural traffic also shows that these domestic beauty brands have been quite influential in overseas markets.According to the data released by the General Administration of Customs of China, the export value of beauty cosmetics and toiletries in China reached US$ 4.852 billion in 2021, with a year-on-year growth rate of 14.4%, which still maintained a strong growth.

Behind the domestic beauty brands getting together, Lemon8 is just a new springboard. So, how are these beauty brands going out to sea?

This paper will analyze five relatively emerging beauty brands, Feiluer, Zise, Tangduo, Huazhi and Ke Laqi, in an attempt to find out the differences and commonness of their brands.

The soldiers and horses have not moved, food and grass come first, and social media marketing is the "ration" for the growth of beauty brands.There are huge differences in the sound volume of different domestic beauty brands and different social media overseas. To some extent, this difference has also accelerated the differentiation of these brands’ going to sea.

By counting the fans’ attention of five domestic beauty brands on Instagram, Twitter, TikTok, YouTube and Facebook. It can be found that these beauty brands have trade-offs in the choice of marketing channels.

Source @ Official of major overseas social media of all brands, as of March 27th, 2022.

Note: K stands for thousands and M stands for millions.

As the earliest brand among the five domestic beauty brands, Feiluer has gained more than 1 million fans in terms of the number of TikTok fans.Instagram and Facebook are its "second base areas", with 86,000 and 33,460 fans respectively, and they choose to strategically abandon Twitter and YouTube.

Zise’s "base camp" is on Instagram, with 128,000 fans. The interactive data is considerable, and the content of the comments is basically around the topics related to products such as color and product design. In addition, Twitter has more than 30,000 fans. In contrast, its TikTok has only more than 5,800 fans, which is a little thin. Fortunately, there is an external link on the homepage to place independent stations, which can directly jump to its independent stations.

Zise TikTok homepage image source @TikTok

Among the five brands, Juduo is a player with relatively weak social media layout.Its Instagram has more than 9,200 fans, while the layout of other social media has either not opened an official account or seems to be "paddling". However, the outer chain of Tangduo TikTok can switch to its six Shopee sites and Tmall.

Image source @ 京京京京京京京 online store

Hua Zhi is the only brand with "omni-channel" layout of social media, but it still focuses on Instagram, Twitter and TikTok, and the situation in Ke Laqi is similar.

CMO Sara, a Polaroid company that is responsible for exporting domestic beauty brands to Japan, once said that in terms of traffic conversion, the interaction rate of TikTok platform is as high as 5 to 18 times compared with Twitter, and the current conversion volume can reach 3% to 7%. [1]

The biggest commonality of these five brands is that almost all choose to give up YouTube strategically. The logic behind it is also well understood, just as few beauty brands in China are willing to invest a lot of energy and time in Youku. The fast-paced UCG (user-generated content) platform is often more popular with beauty brands, and it is easier to "plant grass".

In the choice of sea market, Southeast Asia market is the standard of these five brands.According to the latest market trend report of Mintel, a research and consulting company, Southeast Asia has been listed as the "future market" for the global cosmetics industry. It is estimated that by 2025, its market size will exceed 300 billion US dollars, with the growth potential of Indonesia, the Philippines and Thailand reaching more than 120%.

Except for Tangduo, almost all the other four brands chose Japan. In addition, Zise also laid out the American market.Generally speaking, the sales channels and playing methods of various brands are quite different.

In the aspect of Amazon site layout, Feiluer, Zise and Ke Laqi all have flagship stores of decorative brands in Amazon Japanese station, and all of them put in advertisements in the station. Hua knows that there is no advertisement in the station, and there is no brand flagship store. The orange flower has not settled in Amazon Japan Station.

Zi Se, Fei Luer, Ke Laqi’s Japan Amazon Flagship Store Page Source @ Amazon Japan Station

In addition, all five brands have settled in Shopee.It is worth mentioning that Feiluer’s millions of TikTok fan accounts are directly linked to Lazada, Whatsapp and Shopee through Linktree (a simple social marketing tool).

In terms of the layout of independent stations, the performance of the five brands is different.He Gu, the founder of ZBANX, vividly described the independent station in a cross-border interview with Hugo. "The independent station is an island, so don’t go to the island easily without fishing ability."

Tangduo is the most cautious of the five brands, and there is no independent station.Hua Zhi and Ke Laqi launched independent stations in Japan, and made a series of optimization for Japan. The homepage of Feiluer Independent Station mainly promotes the chameleon liquid eyeliner and supports payment in five currencies. Every order over $49 will be mailed nationwide, which is about the price of four liquid eyeliner pens.

Among the independent stations of four brands, the only brand with a total visit of more than 50,000 in February 2022 was Zise. According to Similarweb data, the number of visits to zeeseacosmetics.com in February 2022 was 52,000, which was 39.99% lower than that in January, and the average visit duration was 1 minute and 49 seconds.

Zise Independent Station Traffic Data Source @Similarweb

According to the specific data, the bounce rate of Zise Independent Station is 67.94%, which is much higher than the bounce rate of SHEGLAM, a beauty independent station owned by SHEIN, which is 31.12%, and the total number of visits is about one third of that of SHEGLAM31.12% 44.04% of the traffic on the PC side of Zise Independent Station comes from searching, and 33.07% comes from directly inputting the website of the independent station. Google Trends data shows that Feiluer and Zise have been ahead of the other three brands in the popularity of Google web search in the past 12 months.

In the past 12 months, the popularity of five beauty brands in Google’s web search data source @GoogleTrends

In terms of offline channels, Zise has settled in nearly 2,000 stores in Matsumoto Kiyoshi, Japan, and basically completed the closed-loop sales of online and offline channels. "When we entered Japanese social media for online marketing, Matsumoto Kiyoshi noticed us. Later, they took the initiative to find us to cooperate. It took us only one month to establish a long-term cooperative relationship, which is the fastest among non-Japanese brands."

He Jicai, director of Zise Marketing, once strongly valued the overseas offline market [2]. "Regardless of Japan or Europe and America, the offline proportion accounts for about 80%, and the e-commerce account for only 20%. Offline is a very big market. In Europe, we expect to enter offline Europe and North America at the end of the year, which will be our key markets. "

The positioning and origin of a beauty brand will greatly affect the brand’s products and supply chain, sales channels and promotion methods. After the brand successfully passed the stage from 0 to 1, these factors will interact with each other in the rapid growth stage, and together form a positive growth Mobius ring.

Most domestic beauty brands, such as Zise, Tangduo, Huazhi and Ke Laqi, started in the domestic market and then radiated overseas markets. On the contrary, Feiluer, who started as a foreign trade factory, is one of the earliest cross-border beauty sellers in China.

In the supply chain, all five brands adopt the mode of outsourcing.In the beauty industry chain, the gross profit margin of brands is the highest, reaching 60%-80%. According to the data of the National Cosmetics Record Network, among the five brands’ foundries, there are many three foundries that cooperate with Perfect Diary-Kosmeishi, Yingteli and Shanghai Zhenchen. [3] Many first-line brands at home and abroad are also partners of these three cosmetic foundries.

Data Source @ National Cosmetics Filing Network

Fang Xing, the co-founder of Feiluer, once introduced the growth path of the brand when interviewed by the media [4].

"In 2013, an export trading company in the cosmetics category was established, which was developed abroad in the form of cross-border e-commerce, but at that time it was only a simple supply chain export and product export; After accumulating a mature supply chain and experience in OEM with overseas brands, we created our own brand-Feiluer in 2016. With Haitao, a girl from China, bringing her brand back to China, Feiluer opened Taobao and Tmall stores for the domestic market. At present, the company has gained a firm foothold in many cosmetic brand categories. ".

In terms of the user portrait of Feiluer, Fang Xing said, "The early users of Feiluer are students and a new generation of white-collar workers. With the common growth of users and brands, brand labels change accordingly. In terms of price, pricing has risen, from the early 39 yuan/plate to 79 yuan/plate; User positioning: With the user’s age upgrading, it will be extended to married people. "

This growth path and user positioning make the portrait of Feiluer’s users in the domestic market very clear, and "student money" is still the third place in the keyword relevance of its Tik Tok content.The label related to "student" did not appear in the top ten of the content keywords of the other four brands.

Feiluer’s Tik Tok Content Keyword Relevance Ranking Data Source @ Huge Arithmetic

Note: The data are taken from the analysis based on Tik Tok’s content in a huge amount of calculation, and the data is taken from March 14th to March 20th, 2022.

If we further focus on the portraits of "potential users" of various brands by age dimension.It can be found that the user portraits of these five brands in the domestic market are relatively "young". Especially under the background of Saint Laurent, this difference is closely related to product pricing and comprehensive tonality of brands.

Data Source @ Massive Calculation/Cartography @ Hugo Cross-border

Note: The data are taken from the analysis based on Tik Tok’s content in a huge amount of calculation, and the data is taken from March 14th to March 20th, 2022.

According to a huge amount of data, among the "potential users" known by Hua, the proportion of people aged 18-23 is as high as 55.76%, ranking first among six brands including Saint Laurent.

According to Yang Zifeng, co-founder of Hua Zhi, 15-25 years old is the user age range of Hua Zhi, accounting for 70%; Users aged 25-35 may account for about 30% [5]. "The reason why there are different age gradients is because women have a girl’s heart more or less."From this perspective, the brand positioning, product form and user portrait that Hua knows have become a whole.

Smell reason like enlightenment, and you will be lost when you meet the situation. In the era when traffic is king, many people try to explore the law of growth once and for all. However, the growth path of each brand is closely related to the industry environment, brand strategy and cash flow at that time.

From 2016 to 2021, the important conditions for the rise of emerging beauty brands in the domestic market are the rapid increase of e-commerce penetration and the prosperity of the "planting grass" platform. Fang Xing said, "At that time, the ratio of skin care and beauty makeup abroad was 3:7, while that in China was just the opposite. Before 2018, there was basically no concept of makeup. Until 2020, the volume of makeup was less than half compared with skin care, so the ceiling of the industry was very high. "

Now, for relatively mature domestic beauty brands, it may be a good choice to spread the "seeds" to the whole world instead of continuing to "roll in" at home.

References:

  • Jumeili | Jumeili | Brand accelerates to go to sea, and C-Beauty goes to the world.
  • Bright company | Beauty brand Zise’s decision to go to sea in Japan Small logic: Domestic content marketing going to sea is a blow to dimensionality reduction.
  • Growth black box | 12000 words Comprehensive interpretation of the perfect diary: from organizational structure to growth strategy
  • Graffiti Finance | Fei Luer Co-founder: The ceiling of the makeup industry is high, but the ceiling of the company may be very low
  • National business daily | Building a differentiated barrier to beauty. Knowing the founder: Original design is the core competitiveness