"The producers of Love Language City once again gave outsiders a little shock."

For example, just a few minutes after the live broadcast of the 6th anniversary of the official account of the game was launched last night, the related topics of # Love and Producer 6th Anniversary # rushed to Weibo and bilibili. As of today, there have been six hot searches in Weibo in one day:

At the same time, the producers’ active discussion also made the popularity of Weibo’s super talk of Love and Producer rise continuously, and it rushed to the position of Top1:

As a product that has been on the line for 6 years, it is really amazing that it still has such a strong influence today.

However, if you are interested in "archaeology", you will find that it is common for the topic of "Love and Producer" to be searched in major communities in recent years; The sales of surrounding flagship stores have been on the list of e-commerce platforms for many years; In the offline scenes that many people can’t see, the ladies of the city of love are even more active.

For a long time, people in the industry will naturally attribute the success of Love and Producer to the first-Mover advantage and the gift from the blue ocean market of National B in that period, which can explain its phenomenal explosion in that year, but it cannot explain the consistent enthusiasm and actions of players today after many years.

With the opportunity of the sixth anniversary of Love and Producer, it’s time to find the real answer.

Get on the train in the name of love

I have to say that this anniversary live broadcast provides a textbook example in providing emotional value for female players:

The theme of the whole live broadcast was "Love, Travel and Destination", and the players boarded the sixth anniversary commemorative train with the characters and seiyuu teachers.

At the beginning of the game, the characters in the game "showed their magical powers" in the small theater in the waiting room with the gesture of hand puppets, and took the players to start this love journey with a relaxed, humorous, warm and loving atmosphere. Players can not only see Zhou Qiluo’s and Li Zeyan’s "the name of the dish", but also the "cooperative magic" between Professor Xu Mo and Ling Xiao’s college students, and even have an impromptu RAP with active blood.

Then seiyuu teachers appeared as train attendants, accumulated train energy through interactive games, and took the players to recall the bits and pieces about the characters.

As the journey continues, more surprises come to the players. The game characters have prepared fairy tale books, telling stories about courage and love in the form of fairy tale variants.

In this romantic and touching atmosphere, the train arrived at the terminal and set off the climax of the whole live broadcast:

The five characters personally arranged their own confession platforms, and the tokens representing precious memories and everything about the producers were displayed in this exquisite and romantic platform. In the personal songs of the characters, they slowly tell the past with the producers and express their eternal love and initial heart.

The sense of atmosphere, ceremony and immersion are all taking care of the players’ rich and delicate hearts. Gyro Jun, who watched the whole process, also saw what is called a barrage like a mountain call and tsunami:

This cross-dimensional two-way trip not only gave me a concrete experience of the sincere and profound feelings between the characters and the producers, but also gave me a more intuitive feeling of the attitude and operational ability of the team of Love and Producer.

It is self-evident that major product nodes such as anniversary are critical to product operation, especially for female-oriented games where players have invested a lot of delicate emotions, its position is more prominent.

It can be seen that the "Love and Producer" team went all out in this activity: it lasted for 120 minutes, and the combination of hand puppet performances, animation scenes, live shooting and other forms brought a rich viewing experience. The link between each link constantly promotes the player’s mood, and the beautiful scenery and the orchestra’s passionate performance create an unparalleled audio-visual feast.

Therefore, it is not so much a live broadcast as a grand party with a lot of resources and careful preparation, which just echoes the hot search # Love and Spring Festival Evening # last night.

Looking through the discussion of players related to Love and Producer, I found that their comments on it are often "initial heart" and "Bai Yueguang".

Even many people think that they are "enough" and "tired" and unload the game, but they will involuntarily return to the love language market every once in a while; There are not a few players who have survived since the opening of the service.

From the player’s point of view, Li Zeyan, Xu Mo, Bai Qi, Zhou Qiluo and Ling Xiao are too attractive to give up. From the perspective of the industry, the source of high loyalty is the absolute grasp of the shaping of diagonal colors and feelings, which is inseparable from the long-term insight into female users and the self-innovation of products that keep pace with the times.

Love women’s long-term operation requires the professionalism of "temperature"

"Now the ladies are eating better and better."

Whenever "Love and Producer" has a big update, it will always receive such comments from players, especially this year. Among the nicknames given by the player group to the paper folding game, "roll paper" (meaning too big) is also quite loud.

In fact, the quality of the sixth anniversary live broadcast is the epitome of the professional ability of the team of Love and Producer. Looking back at the update and development of the game content, I prefer to call it "professionalism with temperature".

The content iteration direction of Love and Producer has always been linked to the increasing demand of female players for diversified aesthetic, emotional and interactive dimensions.

In terms of content shaping, an intuitive performance is that the role card is getting better and better. On the premise that the charm of the characters remains unchanged, the card face of Love and Producer has gradually completed the evolution of 2D→Live2D→ Interactive Live2D, so the charm of the characters has become stronger with the improvement of technical expression.

Another performance is the increasingly rich gameplay in the game. The cute and fat baby image newly launched this year will also accompany the players to spend their leisure time here:

In narrative, the team has been boldly trying to seek breakthroughs in theme, content, form and other aspects to create a sense of freshness for players.

Take this year’s update as an example, there are both ethnic minority themes that reflect the cultural collision and are full of exotic customs, such as Chinese Valentine’s Day’s "Ni Trace in the Mountains and Seas", and western fantasy themes that create an epic and fatalistic sense, such as Halloween’s "The Death of Power".

As far as emotional experience is concerned, the story of a mountain and a sea is more like a cookie, while the story of the disappearance of power is serious, even with a strong tragic color-the former "sends sugar" and the latter "sends knives". Thanks to the profound narrative skills, the two diametrically opposite emotional experiences have won the same high praise among the players, and some players even send videos to study and taste them.

In terms of long-term operation, the "Love and Producer" team also has their unique understanding.

For example,Each character has a unique Weibo account.It has been updated since 2018 and has never stopped. Here, you can see them sharing their daily lives, and it has also become a channel for players to express their love outside the game, and the sense of companionship that lasts for a long time arises spontaneously:

What’s more, the characters will even write clues about future activities in their blog posts, creating a surprise for players who are aware of it and suddenly realize it:

The foreshadowing of the grass snake gray line brings the echo of the experience inside and outside the game, which invisibly enhances the realism of their existence and the sense of trust with the players.

In addition, the meticulous care for players’ emotions is also the advantage of the tour operation.

In the mature interactive form of the game character calling the player, the team of Love and Producer continues to polish the details and strive to improve the player’s experience. For example, in this interactive phone call for the sixth anniversary, they innovatively provided players with 15 seconds of free interaction time-making it a real call that can express their hearts with the characters; Even the last number of the call number is buried with the egg of the character’s birthday, which makes many players feel such "useful details".

On the one hand, all of the above reflects the accumulation and deep cultivation of Love and Producer at the content level, on the other hand, it reflects the team’s deep grasp and care for the psychology, preferences and habits of female users: there is professionalism in temperature, nothing more than that.

Is time a killer? His arsenic is my honey.

To tell you the truth, in terms of age, Love and Producer, which has been online for six years, is really an old game.

However, judging from the marketing actions of this game in recent years, it is hard to say that it is really old. Even because of its solid user base, Love and Producer has taken the ladies to play more and more "wild" and always rushed to the forefront of the Internet trend. The new linkage plan for 2024 announced in this live broadcast includes intangible cultural heritage such as Jiaodong Huabo, cross-border cross-cultural IP such as Sherlock Holmes, and scenes of Xiamen travel, Baidu map, traffic card and COCO milk tea linkage involved in the daily life and work of producers.

In addition to the routine operations of major countries such as milk tea brand co-branding, you can even see that it is linked with the pink rabbit, and the funny and funny expression packs quickly spread among the players:

Or the "earth to the extreme" farmhouse activities, allowing players to achieve epic achievements such as witnessing Li Zeyan selling fish and Professor Xu Mo selling vegetables:

There are also cross-border linkages with high-end brands such as Longines to meet the needs of players at different levels:

There is also a cross-border linkage such as "Love and Producer" X Suzhou Arts and Crafts Industry Association X Suzhou Silk Museum, which brings unique aesthetic experience to players, but also moistens the intangible cultural heritage and the charm of traditional culture in the hearts of players.

Popular and extravagant, funny and serious, modern and traditional, bold and generous marketing planning again and again, repeatedly bringing fresh and interesting experiences to players, it is really necessary to reiterate:

"The ladies are eating better and better."

For many game products, time always plays the role of "killer". However, from "Love and Producer" and its players, I can see that the flow of time can’t erase the enthusiasm, but because of the precipitation of years, this feeling is more meaningful and profound.

In other words, in terms of products rooted in human emotional needs, time is by no means arsenic, or even better than honey-of course, the premise is that the product itself is excellent and deep enough to allow players’ emotions to continue, accumulate and grow. Love and Producer, which has spanned six years, is undoubtedly an excellent example.

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It is an acknowledged fact that "Love and Producer" opened the door to National B; Another fact is that due to the phenomenal achievements of this game, the national B track has long been in a "post-love and era".

This evergreen game, which has been online for 6 years, made me clearly realize that even the paper makers are not necessarily the more "new" the better for those players who infuse life feelings into their characters. They are still waiting for their next, next, eternal anniversary with the characters. The lethality of "Bai Yueguang" not only comes from the glimpse of youth, but also lies in the company and dedication in the morning and evening.

"Beauty" has always been a potential need of all people, and "Yan value is justice" expresses people’s pursuit of beauty. As the main contribution to the sales of the shopping festival and the key category of live e-commerce, the beauty care track has experienced rapid growth in recent years. In this paper, the personal care industry of beauty is analyzed, and its development status and future are discussed in depth to share with you.

The demand for beauty has ushered in a concentrated outbreak in 618.

Just 59 seconds after 0: 00 on Tmall 618, beauty sales broke through 100 million, and personal care broke through 100 million in the third minute, surpassing last year’s full-day sales. Among them, the performance of domestic brands is eye-catching: Perfect Diary put on makeup Top1, and the sales of Red Earth, Meijiajing and herborist exceeded the whole day of last year in 10 seconds, 17 minutes and 50 minutes respectively.

In the early morning report of 618 released by JD.COM, the total amount of orders placed during the 6.1-6.18 shopping festival reached 269.2 billion yuan, setting a new record, and beauty and skin care once again ranked among the TOP3 categories with the largest number of consumers.

Also this month, Liren Lizhuang IPO successfully held a meeting, and if Yuchen followed closely, the beauty agency operation company gained high attention in the capital market.

A beauty protection track that occupies the TOP position in FMCG and outperforms the market under the epidemic.How far has it come? What other opportunities are there? What kind of company is "worth buying"? This issue of "Hua Ying Insight" will be interpreted one by one and discussed with you.

As the main contribution to the sales of the shopping festival and the key category of live e-commerce, the beauty care track has experienced rapid growth in recent years, and many high-quality targets have emerged. Macroscopically, the "three highs" characteristics of the beauty care market-high potential, high flexibility and high dispersion-all bring time and space to young companies. In-depth observation of the track, we also see the rapid changes in the industry, new trends emerge one after another, and many new brands, service providers and other high-quality standards are emerging.

According to Euromonitor Euromonitor data, China is already the second largest cosmetics market in the world, accounting for about 1/5 of the total global market, and its annual growth rate far exceeds that of the United States, Japan and South Korea; At the same time, the per capita consumption is only about 1/6 of the above three.The demand potential is far from being fully released.

The strong growth of beauty care is accelerating. China’s cosmetics agencies have maintained a long-term double-digit growth in total amount.Obviously higher than the overall growth rate of social zero and the growth rate of other optional consumer goods.In 2019, the growth rate of beauty, personal care and household cleaning products led the overall FMCG market.

In the post-epidemic era, beauty care has becomeThe epidemic was relatively unaffected and recovered quickly.One of the categories.

In May, the total retail sales of consumer goods in China was 3,197.3 billion yuan, a decrease of 4.7 percentage points over the previous month. From January to May, the total amount of social zero declined year-on-year, but gradually improved. Among them, cosmetics have become one of the few categories that have achieved growth. In May, the total retail sales of cosmetics reached 27 billion yuan, a year-on-year increase of 12.9%.

In May 2020, the total turnover of cosmetics (beauty and skin care+make-up) on Taobao platform was 20.652 billion yuan, a year-on-year increase of 33.95%. With the recovery of offline passenger flow and the promotion of new online retail model, the consumption boom of cosmetics has improved.

Generally speaking, although the sales volume of the beauty track has decreased and the growth rate has slowed down under the influence of the epidemic, compared with other categories, the growth attributes and growth rate of the track itself are still higher than that of clothing, home appliances, food and jewelry.

Of course, in terms of breakdown, the impact of the epidemic on the beauty care tracks is different.Local uneven heat and coldCare needs such as skin care and family cleansing are released with ample home time and improved health awareness, while demands such as make-up are temporarily sealed by masks of different thicknesses together with facial values.

The pattern of China’s cosmetics industry is relatively scattered. Affected by factors such as the late start of the industry, rapid development and complex consumer groups, as of 2018, China’s cosmetics market CR10 (the top 10 share concentration of the industry) was only 39%, compared with South Korea (67%) and the United States (61%).The industry concentration is low and the long tail effect is remarkable, which brings time and space for new brands.And compared with the high-end market, the mass market where new domestic brands mainly gather is more dispersed.

With the continuous subdivision of user needs and usage scenarios, the product categories of beauty and skin care are becoming more and more refined, which also brings new opportunities to the industry. Take make-up, for example. Although international brands are still standing in the big categories (makeup, lipstick, etc.),However, in recent years, emerging brands have gradually occupied a place in some sub-categories.

After 90/95, it has become the main consumer who can buy more, shop more and adopt early adopters. The time-honored domestic brands such as Baiqueling have become younger, and the cutting-edge domestic brands such as Huaxizi, HFP and Perfect Diary have frequently experienced new explosions. Beauty care has become the second largest category of online live broadcast with fire after food …In recent years, the innovation and change of beauty care industry has been particularly active."New products" and "new markets" deserve attention.

A list of the characteristics of generation Z in the cleaning and consumption of beauty personal care: generation Z has become an opportunity group with fast growth and high UV value. In the process of attracting new customers, it is worth making more efforts to make a key breakthrough for this group.

Open the little red book and brush it with your hand. Nowadays, more and more complicated and meticulous skin care steps and makeup processes make people "open the door to the new world" in minutes. In recent years, there are frequent new products and explosions in the beauty care track, and the product forms and functions are constantly innovating.

Beauty no longer only needs to be displayed to the outside world, but also the process should be pleasant and moving. More and more consumers are beginning to pay attention to the exquisiteness of the whole body and the healing time of self-reward.The annual sales of Ali’s body care/body cleaning category is about 17.5 billion yuan, and the body care market is "expanding". The current bedtime scenes account for as much as 44% of the total skin care scenes. It can be said that if you occupy the bathroom and bedroom, you will occupy a protective highland.

Paying attention to pleasing oneself also brings the fiery concept of fragrance. In the category of body care, many brands are using fragrance elements to add memory points to their products. In the category of cleaning care at home, the fragrance element has also become an important means for new players to break through the traditional monopoly, such as Jasmine Baby’s perfume laundry detergent, which helps the brand premium increase.

Different from the traditional big brands favored by consumers such as silver-haired people and post-80s generation,The beauty care market led by the post-90/95 era is personalized as a whole.Willing to spend time studying the ingredients, efficacy and active ingredients of products, so as to improve the demand for fine care. Led by whitening nicotinamide, all kinds of characteristic components are loved by the "component party" in all categories. For example, in body care, fruit acids are used to remove acne, and in bathing and hair care, amino acids are used to clean and resist damage.

Anti-aging, anti-acne, whitening … In the final analysis, function is the core foothold of product differentiation. Whether it’s the mechanical mask and the cosmeceutical products specially designed for acne muscles, or the rapidly developing new oral beauty industry, behind their great popularity, consumers’ demands for "functionality" and "professionalism" of products are reflected.

User attention transfer, e-commerce content and content e-commerce have brought new ways of planting grass and traffic conversion. In 2019, the GMV of Taobao live broadcast broke 250 billion, and platforms such as Pinduoduo and JD.COM entered the game one after another. 2020 is a well-deserved year of live broadcast.

From the lipstick color test in Li Jiaqi, to the women in Viya buying out big brands of skin care and beauty instruments, to the appearance of shampoo and sunscreen spray in the live broadcast room in Luo Yonghao,Beauty care has always been the second largest category in live broadcast after food and beverage.

New online channels such as "live broadcast with goods" make up for the impact of offline store closure, and live broadcast accelerates penetration in the epidemic. Alibaba’s latest quarterly financial report pointed out that more than half of Tmall merchants use Taobao live broadcast to bring goods, which is much more efficient than traditional offline counter promotion.

At the same time,KA, department stores and CS channelsAlso embrace online when the vacancy rate, store opening rate and passenger flow are not ideal, such as the transformation of offline stores in Polaiya and the establishment of online stores; Lin Qingxuan tried to open up the interests of e-commerce, WeChat applet malls and department stores, and opened up store warehouses and e-commerce warehouses as well as online and offline members; Shiran-CHO will focus on its own APP-CHO League and Tmall flagship store, and offline store service members will deliver goods to your door.

In addition to live broadcast, Beauty Personal Care, as a major consumer of FMCG, faces algorithm-driven platforms such as Tik Tok and Xiaohongshu, and traffic-driven platforms such as bilibili and Weibo.The logic and center of gravity are different.

The traffic dividend peaked and the competition for user duration intensified, which prompted the traffic operation to enter the stage of refined operation from extensive growth. Social e-commerce introduces traffic to various platform stores through online mass delivery, social networks and kol grass planting, or offline BA traffic, which is further transformed into private domain and precipitated through small programs. Through the continuous revitalization of content and data, the brand is finally precipitated into digital assets.For the beauty protection track with perceptual purchase decision and high trust barrier,Private domain operation and heavy service are particularly important at present.

Since 20 years ago, a total of 25 companies in the field of beauty cosmetics and personal care in the primary market have obtained financing.Cosmetics and skin care productsIt is still a hot field, with three and five companies receiving financing respectively.oral cavityThe track has also attracted increasing attention, and a total of four companies have won the bid.

New hot areas includeMale health and beautyAccording to the published data, Cosmetic Contact Lenses projects are mostly concentrated in the vertical e-commerce platform & offline chain brands. In terms of stage, there are many early projects, and most of the projects won are concentrated in the stage of angel’s turn to round A; In addition, a few projects have entered the stage of strategic financing and M&A, such as Perfect Diary’s acquisition of Odin, a cutting-edge beauty brand.

On the other hand, many of the cutting-edge brands that rely on big trees to enjoy the cool air and have performed brilliantly in efficacy in the past two years areSub-brands launched by large companies with R&D strength. Like Yuze in shanghai jahwa, Medrepair and Runbaiyan in Huaxi Bio, and Renhe Pharmaceutical’s drug capital Renhe. Traditional industry giants have perfect technical equipment, sufficient R&D marketing budget and mature business matrix layout, so it is easier to strike a balance between sales growth, marketing and R&D.

In addition to accelerating the development of new products and the speed of new products, the head players have also achieved the extension expansion of the brand through continuous acquisition.For example, Johnson & Johnson completed the acquisition of Ci:z Holdings (the parent company of Chengye Doctor, a cosmeceutical brand); L ‘Oré al acquired perfume brands Mugler and Azzaro； from Clarins; And Unilever, L ‘Oreal, Estee Lauder and Shiseido bid for British cosmetic brand Charlotte Tilbury. In addition, there are also large-scale transactions from institutions. For example, KKR acquired a 60% stake in a professional beauty and hairdressing brand owned by beauty group Coty for $4.3 billion last week.

Overall, the acquisition of beauty giants presents the following characteristics:

• Pay attention to personalized trend brands: these brands are full of personality and are widely concerned by young people on social networks;
• The acquisition is more targeted: consolidating the company’s own strength in some fields as a supplement to the group’s product line;
• Brands with professional background have become popular for acquisition: such as cosmeceuticals, nature, scientific nursing, medical beauty and other keywords;
• Pay attention to the brand with unique products and bright growth.

In addition to the "half of the country" occupied by traditional giants, the choice of categories is very important for new players, and the difficulty of entering different segments of the track is different. We will also continue to pay attention to the following three types of opportunities:

• Potential star track: represented by Cosmetic Contact Lenses, oral beauty, etc.Because there are no powerful giants in these fields, and the fields are small but the growth rate is fast, new players still have the possibility of being small and broad. The development of this field is consistent with the demand growth of new people. Both Cosmetic Contact Lenses and Oral Beauty have certain medical attributes, and both have certain qualification requirements in product production and channel sales. Compared with cosmetics, the entry threshold for skin care is relatively high.
• Breakthrough growth track: represented by Jiaqing, CS channel and individual small household appliances.Although there are strong head players in this field, the self-innovation speed of head players is lower than the development speed of the industry, leaving a certain development time and space for new players; For CS channel, upgrading the product structure and optimizing the user experience are the keys for new players to break the game. For small household appliances, the resource scheduling and quick response ability at the supply chain end are the key to its failure; For Jia Qing, category innovation is the key to its breakthrough.
• The giant monopolizes the track: represented by make-up, skin care and washing.For example, consumers of skin care products have good repurchase, relatively high loyalty, and can play a higher premium. The business matrix layout of strong players is quite mature, and their dominant position is consolidated through R&D and acquisition. New brands need to have the ability to break through single products, and the comprehensive requirements are relatively high.

We believe that online channels will seize the time dividend for new brands to resist international brand competition, and the update and evolution of e-commerce channels such as live broadcast will further penetrate the market demand. The logic of new domestic products representing good goods parity will continue for a long time, and the beauty care track is promising. We also look forward to the birth of more excellent new brands, platforms and service providers in various segments.

"Beauty is a form of genius, sometimes even higher than genius, because beauty needs no explanation." Man’s pursuit of beauty and self-satisfaction never stops.

Author: He Lixin Fu Yazhang Tang Xiaoxu; Wechat WeChat official account: Huaying Capital (ID: Meridian Capital)

This article comes from cooperative media @ Huaying Capital, where everyone is a product manager, by @ He Lixin, Fu Yazhang and Tang Xiaoxu.

The title map comes from Unsplash and is based on CC0 protocol.

(The author of this article is Jianwen Consulting, a cross-border insight into the medical industry)

On the morning of November 28th, the responsible comrades of the Organization Department of the Central Committee attended the meeting of leading cadres in State Taxation Administration of The People’s Republic of China, and announced the central decision: Comrade Hu Jinglin was appointed as the Party Secretary of State Taxation Administration of The People’s Republic of China, and Comrade Wang Jun was removed from the post of Party Secretary of State Taxation Administration of The People’s Republic of China.

A short news of personnel appointment has aroused the attention of practitioners in the entire medical industry.

The Medical Insurance Bureau, whose administrative level is only the deputy ministerial level, has been deeply embedded in the medical and health field of China by virtue of its frequent medical insurance policies in the past five years, and even transformed and reshaped the behaviors of patients, hospitals, enterprises and other multi-stakeholders, and has become the leader of the linkage among the three hospitals in medical reform.

For Hu Jinglin personally, he was born in the financial system, and this time he can be said to return to the fiscal and taxation circle. As the first director of the National Medical Insurance Bureau, if you understand Hu Jinglin, you can understand the work of the National Medical Insurance Bureau in the past five years.

In the eyes of many medical insurance policy observers, the National Medical Insurance Bureau, as a super payer, has successfully completed the phased historical task of "controlling medical insurance fees" in the past five years with a number of policies, such as national talks, centralized procurement, payment mode reform, outpatient co-ordination and individual account reform. Today, the balance of medical insurance funds has exceeded 4 trillion yuan.

But at the same time, the relationship between medical insurance and pharmaceutical industry innovation still needs to be straightened out; After "changing cages for birds", the pace of medical service price reform is slightly delayed; Although medical insurance is forced to go upstream, which can generate great impetus, it is obviously unrealistic to rely solely on medical insurance.

All these call for the National Health Insurance Bureau to make greater achievements in the next five years.

The "tax collector" who broke into the medical system

According to the website of State Taxation Administration of The People’s Republic of China, Hu Jinglin is the Party Secretary of State Taxation Administration of The People’s Republic of China.

Time goes back to five years ago. On May 31, 2018, with the official unveiling of the National Medical Insurance Bureau, Hu Jinglin, who was born in the financial system, became the party secretary and the first director, and entered the medical field.

This appointment has surprised many people in the industry. Looking back now, in the early days of the establishment of the National Medical Insurance Bureau, in order to complete the task of "managing the medical insurance fund", it can be said that it is appropriate for the financial system official to serve as the director of the National Medical Insurance Bureau.

Zhu Hengpeng, director of the Public Policy Research Center of China Academy of Social Sciences, once pointed out that the raising of social medical insurance funds has a quasi-fiscal color, and at the same time, finance is responsible for the funds.

Before joining the National Medical Insurance Bureau, Hu Jing Lin had been deeply involved in the financial system for 20 years, and served as deputy director of the Property Appraisal Department of the Ministry of Finance, deputy director of the Economic Construction Department, director of the Economic Construction Department, chief of staff, assistant minister and deputy minister.

The experience of more than five years in the National Medical Insurance Bureau laid the foundation for Hu Jinglin to return to the fiscal and taxation system.

The aforementioned scholars in the field of public management said that the administrative leaders of various departments belong to policy posts, and they pay more attention to political quality and personal ability than familiarity with the industry, so that the incumbents can fully exercise their decision-making ability.

During his tenure as director of the National Medical Insurance Bureau, Hu Jinglin’s work style was also recognized by the outside world. A researcher in the field of medical insurance told Jianwen Consulting that Hu Jinglin was willing to listen to and absorb opinions from all sides, and his attitude was modest and polite, "unlike those technocrats".

He also revealed that he received many WeChat greetings from the director during the holidays. "This is absolutely not among the officials at the same level I have contacted."

Some observers believe that in the past five years, after the National Medical Insurance Bureau completed the task of "vacating cages", the core of the next step is to promote the task of "changing birds"-the reform of medical service prices. Shi Zihai, the current deputy director of the National Medical Insurance Bureau, is an expert in this field. He has been engaged in policy research in the National Development and Reform Commission for a long time and was once the director of the price department.

Not limited to "controlling fees", supporting innovation is the future direction.

"Through the coordinated development and governance of medical insurance, medical care and medicine, the win-win situation of’ people enjoying benefits, funds ensuring safety, hospitals developing and enterprises growing’ is taking shape."

In May of this year, Hu Jing Lin once commented on the work in the past five years at a series of news conferences on the theme of "the beginning of authoritative departments" held by the State Council.

Look carefully, medical insurance, medical care, medicine; The masses, funds, hospitals and enterprises, as the payer, the Medical Insurance Bureau, traced back to the lower reaches of the industrial chain and used the logic of managing money to connect the whole medical and health system in China, reshaping the medical and health pattern, just like throwing a big stone into an ancient well, which not only caused ripples, but also caused stormy waves.

Before the establishment of the National Medical Insurance Bureau, China’s medical care faced some problems: the adjustment time of medical insurance catalogue was not fixed, and it was only adjusted three times in 18 years, which was difficult for innovative pharmaceutical companies to predict; The drug price is artificially high, and the people’s medical burden is heavy; The logic of supporting doctors with medicine distorts the income structure of doctors; Payment by project is too extensive, excessive medical care is hard to avoid, and medical insurance funds continue to be under pressure.

This chaotic situation was gradually broken after the establishment of the National Medical Insurance Bureau, relying on frequent policies.

There are policies such as medical insurance negotiation, centralized procurement with quantity, reform of medical insurance payment method, individual account reform and outpatient co-ordination, all of which have not caused widespread debate and discussion in the industry and society. However, only by breaking the old system can we rebuild the new system on the ruins.

Specifically, there are some changes worthy of writing: promoting centralized procurement with quantity, the average price reduction of 333 drugs organized by the state is over 50%, and the average price reduction of 8 high-value medical consumables such as heart stents and artificial joints is over 80%; Together with local alliance procurement, the cumulative burden reduction is about 500 billion yuan. At present, the ninth batch of national procurement has included 41 drugs in the list, and the average price of the drugs to be selected is reduced by 58%. It is estimated that the annual drug cost can be saved by 18.2 billion yuan, and the fourth batch of consumables will also be opened this week.

The medical insurance catalogue has achieved "one adjustment per year", and 618 drugs have been added in five years. More than 80% of new drugs can now be included in medical insurance within two years of listing. The expenditure of medical insurance on new drugs increased from 5.949 billion yuan in 2019 to 48.189 billion yuan in 2022, an increase of 7.1 times. Among them, a considerable part of them are anticancer drugs and drugs for rare diseases. In addition, after reimbursement, the cumulative burden reduction for patients exceeds 500 billion yuan, which benefits thousands of families.

By November, 2023, there were 282 overall planning areas in China, accounting for 71% of all overall planning areas. The results are also quite remarkable. The data show that from January to March 2023, the average hospitalization expenses of tertiary public hospitals nationwide were 13,822.9 yuan, down by 0.8% at comparable prices, and the average hospitalization expenses of secondary public hospitals were 6,756.3 yuan, down by 1.4% at comparable prices.

After careful consideration of the above policies, we can find that the underlying logic is the efficient use of medical insurance funds, and a more rude summary is "controlling fees."

Under the control of Hu Jinglin, who was born in the financial department, the National Medical Insurance Bureau has done an excellent job in the management, use and control of medical insurance funds in the past five years. "The most important function of medical insurance is to manage the medical insurance fund", and Zhong Chongming, a medical insurance policy researcher, pointed out that this will also be the red line and safety line of the medical insurance bureau for a long time to come.

At present, although "controlling fees" is still the most basic requirement, it is not enough to complete it, and the constraint of simply controlling fees on the innovation and development of the medical industry has gradually emerged. Therefore, the next work of the National Medical Insurance Bureau may no longer be limited to simply "controlling fees".

In fact, this weather vane has begun to appear-the propaganda slogans such as "soul bargaining" commonly used in the early years have gradually withdrawn, the national mining cycle has been extended to four years, and the new national talks have also been described as "moderate". In the contact between Jianwen Consulting and industry professionals, it is also noticed that promoting the high-quality development of the pharmaceutical industry is now the direction that the medical insurance department wants to highlight.

Shanghai may have come to the front. At the end of July, Shanghai issued "Several Measures to Further Improve the Multi-payment Mechanism to Support the Development of Innovative Medical Devices" (referred to as "Several Measures"), which aroused heated discussions among practitioners in biomedicine, medical devices, commercial insurance and other fields and became the hottest topic in the medical device market in Shanghai at that time.

Xia Kejia, director of the Shanghai Municipal Medical Security Bureau, once said that the introduction of "Several Measures" is not only to promote the construction of a multi-level medical security system in Shanghai, to meet the diversified security needs of citizens, and to reduce the burden of medical treatment for the masses; It is also to improve the multi-payment mechanism of innovative medical equipment, guide good development expectations, and promote the high-quality development of biomedical industry and insurance financial industry in this city.

The industry hopes that the more such policies, the better.

In the next five years, how can medical insurance continue to "do its best"?

The industry expects that the funds saved by fee control should not only be used to support industrial innovation, but also be used to rationalize the price of medical services and correct the distorted income structure of medical staff.

Xu Yucai, a well-known medical reform expert, pointed out that "the biggest shortcoming of medical insurance reform in recent years is that the price reform of medical services is seriously lagging behind, and the price reform of medical services under the leadership of the Medical Insurance Bureau needs to be accelerated."

Previously, the state identified Ganzhou, Suzhou, Xiamen, Tangshan and Leshan as pilot cities for medical service price reform. Jianwen Consulting noted that in recent months, many places outside these five cities have also frequently adjusted the prices of medical services. However, compared with thousands of medical service price systems, there are still a few adjustments at present.

More importantly, it is an important link to be explored next whether we can shed the part of "rule by man" in medical service price adjustment and hand over the adjustment or not to the mechanism related to medical service price adjustment.

The price of medical services has remained unchanged for many years, which gave birth to the soil of selling with gold. The two have formed a fragile balance in practice, but now one end of the balance has been shattered and stands after breaking, and the other end needs to keep up quickly.

The five years since the establishment of the National Medical Insurance Bureau are also five years when the decision-making power of local medical insurance has been gradually weakened.

On the surface, the local medical insurance catalogue will gradually withdraw, and the local medical insurance equipment catalogue will gradually be unified in the future. The overall level of medical insurance funds has been continuously improved, and many provinces such as Jilin, Liaoning and Sichuan have shouted the slogan of provincial overall planning.

In the future, national overall planning may not be impossible. The authority of the local medical insurance department has been tightened continuously, and it has gradually changed to the agency.

Some scholars believe that the current reform direction is to improve the focus of medical insurance decision-making, standardize the decision-making power of governments at all levels, and establish a unified national medical insurance system.

From a deeper perspective, in recent years, conflicts and even lawsuits between private hospitals and local medical insurance bureaus are common. The contradiction between the two sides is also typical. Some local medical insurance bureaus think that private hospitals buy drugs and consumables at low prices and then report them to medical insurance at high prices, which actually reflects the different understanding of the authority of different local medical insurance bureaus. Nowadays, it has gradually become a consensus that medical insurance "cannot be stretched too long", and the law has also proved this with judgments.

The standardization of medical insurance information system provides objective conditions and possibilities for the concentration of medical insurance power, which is beneficial to the coordination of policies at all levels to some extent, but excessive concentration of power also weakens the regulatory power of local medical insurance in disguise. There are both advantages and disadvantages. Finally, judging whether the medical insurance power is concentrated in the central government is good or bad may be left to the future and reality.

In Zhong Chongming’s view, with the gradual development of medical insurance services and the continuous exploration of the direction of health insurance, medical insurance will inevitably go through the process from "managing money" to "managing some things and cooperating with more things", and in this process, corruption and inefficiency are still huge challenges.

The road to medical reform is long and arduous, although medical insurance has played a key and fundamental role, and even played a leading role in the process of joint reform of the three hospitals. However, limited by the scope of power of the medical insurance department, the medical insurance department can only "appeal", "guide" or even "force" the implementation of some specific medical reform policies, but the real executor is "someone else".

In some places, it is difficult for the medical insurance department and the health care department to work together. In the absence of a strong and effective coordination mechanism, as the medical reform enters the deep water area, the road of "crossing the river by feeling the stones" has become more challenging.

"No matter how the linkage between the three hospitals evolves and how healthy China develops, we should always uphold’ reform is the brightest background of the medical insurance banner’." Zhong Chongming said.

(The author of this article is Jianwen Consulting, a cross-border insight into the medical industry)

This article only represents the author’s point of view.

The cultural connotation and characteristics of Chinese modernization reflect the profound influence of China traditional culture on the modernization process. Comprehensive development, cultural self-confidence and innovation, and the integration of socialist core values make Chinese modernization not only have economic and technological modernity, but also have cultural depth and uniqueness, which not only helps China to cope with various challenges in the process of modernization, but also provides a solid cultural foundation for the all-round modernization of China society.

Cultural Foundation and Characteristics of Chinese Modernization

Chinese-style modernization is not only the modernization of economy and science and technology, but also a multi-dimensional comprehensive modernization process. This comprehensive development feature reflects the importance of China’s traditional culture to all-round development, and also highlights the uniqueness of Chinese-style modernization and the difference from the western model.

Emphasize comprehensive development. Chinese modernization emphasizes comprehensive development, which means not only economic and technological modernization, but also political, cultural and social modernization. This concept originated from the core idea of China’s traditional culture, and these values have been playing an important role in China society. Traditional culture emphasizes balance and harmony in all fields, reminding people to consider all aspects of society comprehensively to ensure social stability and prosperity. In the process of modernization, this comprehensive development concept is embodied in government policies. Political, economic, cultural, social and other fields must develop in harmony to achieve the goal of comprehensive modernization.

Strengthen cultural self-confidence and innovation. Chinese modernization advocates maintaining cultural self-confidence in the process of modernization. The root of this view can be traced back to the traditional culture of China, which emphasizes the importance of culture and confidence in one’s own culture. Chinese modernization emphasizes that while absorbing the essence of western culture, we should also stick to our own cultural foundation and maintain cultural self-confidence. Cultural self-confidence is not only respect for traditional culture, but also cultural innovation. Chinese modernization emphasizes the inheritance and innovation of traditional culture and encourages the creation of modern culture that integrates traditional elements.

Spread the core values of socialism. Chinese modernization emphasizes the spread and practice of socialist core values. Socialist core values include patriotism, collectivism, social fairness and justice and other important values, which have been strengthened and developed on the basis of China traditional culture. Socialist core values are not only the cultural heritage of China society, but also the moral and ideological pillar of Chinese modernization. In the process of Chinese-style modernization, socialist core values have been integrated into various fields, including education, media, law, etc., which is helpful to maintain national stability and social harmony and ensure that the modernization process is not only material development, but also accompanied by the promotion of culture and morality. Socialist core values emphasize civic responsibility and social responsibility, which is helpful to solve practical problems in development.

The value of excellent traditional culture to the development of Chinese modernization

Excellent traditional culture has a positive significance to the development of China, which not only enriches the cultural heritage of China, but also provides a solid cultural foundation for the stability and prosperity of China society. At the same time, China’s traditional culture has also played an important role in the international arena, establishing a positive international image for China and promoting cultural exchanges and cooperation.

Conducive to cultural inheritance and innovation. China’s excellent traditional culture is the essence of China’s history and culture, including Confucianism, Taoism, Legalism and other ideological systems, as well as China’s outstanding achievements in ancient literature, painting, music, philosophy and other fields. The inheritance of these traditional cultures provides valuable cultural resources for China society and has profound historical accumulation. The inheritance of traditional culture not only helps to maintain the continuity of culture, but also provides profound cultural reference for modern society. For example, values such as benevolence, filial piety and etiquette are helpful to build social trust and cohesion, and provide stability and cohesion for China society. At the same time, traditional culture also provides rich materials and inspiration for cultural innovation. China’s traditional art, literature, philosophy and other fields have profound connotations and unique forms of expression, which can provide reference and inspiration for modern cultural creation. Many modern cultural creations incorporate traditional elements, creating creative and cultural works, which not only helps to inherit traditional culture, but also enriches the diversity of modern culture.

It is conducive to enhancing cultural self-confidence and influence. The inheritance of traditional culture makes China have stronger cultural confidence and international influence on the international stage. China’s traditional culture has profound historical and philosophical connotations, which has aroused extensive interest of the international community. China’s ancient literature, philosophy, painting, calligraphy and other traditional art forms have always been studied and worshipped by international scholars and artists. This cultural self-confidence is not only reflected in the cultural field, but also extended to other fields, such as politics, economy and science and technology. China’s traditional culture emphasizes values such as modesty, self-discipline and harmony, which have also had a positive impact on international cooperation and contributed to the establishment and maintenance of stability and peace in the international community. By promoting its own culture, China has established a bridge of cultural exchange, established closer ties with other countries and enhanced its international influence.

It is conducive to promoting the harmonious development of modern society. The excellent ideas contained in excellent traditional culture emphasize the core values such as harmony, human relations and social responsibility. These values have had a far-reaching positive impact on the harmonious development of China society. Chinese traditional culture encourages people to pay attention to the maintenance of interpersonal relationships and social order. This will help reduce social contradictions and conflicts and promote social harmony. Chinese excellent traditional culture emphasizes the harmonious coexistence between nature and human beings, while emphasizing the rule of law and the maintenance of social order. These ideological systems are conducive to building a harmonious society in different fields. Traditional culture also emphasizes social responsibility and public awareness, and encourages people to actively participate in social affairs and make contributions to society. This value concept is still of great significance in modern society and helps to establish a more fair and just social order.

The Path of Better Developing Chinese Modernization Based on Excellent Traditional Culture

Better development of Chinese modernization based on excellent traditional culture will help to inherit traditional culture and develop modern culture, at the same time enhance China’s international influence, promote cultural mutual learning and cooperation, and provide important support and opportunities for the all-round development of Chinese modernization. By actively exploring and practicing these paths, China can better cope with all kinds of challenges in the process of modernization and realize all-round economic, social and cultural modernization.

Promote educational development and cultural inheritance. Education is a key field for shaping a new generation of citizens and an important way to inherit excellent traditional culture. In the field of education, it is very important to strengthen the inheritance and education of excellent traditional culture. This includes not only the teaching of traditional culture, but also the cultivation of students’ cultural self-confidence and cultural identity. Schools can add more traditional cultural elements to the education curriculum, such as Confucian classics, ancient literature, traditional music and art, which will help students better understand and appreciate their own cultural traditions. It is very important to cultivate students’ self-confidence in their own culture, which can be achieved by improving students’ understanding of traditional culture and encouraging them to participate in cultural activities and practice of traditional culture. Traditional culture and modern education are not contradictory and can be organically combined. For example, emphasizing traditional values in education, such as filial piety and friendship, can cultivate students’ sense of social responsibility and moral values. At the same time, traditional culture can also provide inspiration for modern science and technology and innovation, and encourage students to create and explore in various fields.

Vigorously innovate and develop cultural industries. Cultural industry is an important part of Chinese modernization, and it is also one of the ways to combine traditional culture with modern society. Supporting the innovative development of cultural industries and integrating traditional cultural elements into modern cultural products can create more cultural values and economic benefits. The innovation of cultural industry includes the creation of new cultural products and the integration of traditional cultural elements into contemporary cultural products. For example, movies, music and literary works can learn from the theme and spirit of traditional culture to attract more audiences and readers. Cultural and creative industry is a field that combines traditional culture with modern creativity, including design, fashion, art and other aspects. It can meet different needs through the reinterpretation and innovation of traditional cultural elements. China is rich in historical and cultural heritage, and developing it into cultural tourism resources can promote local economic development. By providing cultural experience, cultural tourism routes and cultural festivals, more tourists can be attracted to visit and study.

Pay attention to international exchanges and cooperation. Chinese modernization is not only a domestic challenge, but also an opportunity for international cooperation. Strengthening cultural exchanges and cooperation with other countries will help China’s culture to go global, and at the same time absorb the advantages of other cultures and realize mutual learning. Cultural exchanges with other countries can be strengthened through international cultural festivals, art exhibitions, academic seminars and other forms, which will help China’s culture spread more widely on the international stage and enhance the international community’s awareness and interest in China’s culture. By jointly promoting cultural cooperation projects with other countries, cultural mutual learning and cooperation can be promoted, including joint creation of cultural works, joint holding of cultural activities and exchange of cultural delegations. Besides, absorbing the advantages and experiences of other countries’ cultures can enrich China’s culture. For example, introducing foreign art forms, educational methods and cultural festivals will inject new elements and innovations into China culture.

Chinese modernization is closely related to Chinese excellent traditional culture, which provides an important cultural foundation and values for Chinese modernization. In the process of developing Chinese modernization, it is necessary to give full play to the positive role of traditional culture, maintain cultural self-confidence and realize cultural innovation at the same time, so as to promote the all-round modernization of China society. Through in-depth study and understanding of Chinese excellent traditional culture, China can better cope with various challenges in the process of modernization, while maintaining the uniqueness of its own culture. The inheritance and development of excellent traditional culture will promote Chinese modernization to be more balanced and harmonious, and provide strong support for the sustainable development of China society.

Author: Li Yun, Master, Associate Professor, School of Marxism, Xi ‘an Institute of Physical Education, Research direction: ideological and political education.

Source: Guangming Net

For drinking tea, it is obvious that ordinary white porcelain bowls can meet the demand, but why do we prefer porcelain tea set with fine workmanship? When writing, the arm rest is used to prevent the arm from being stained with ink. Obviously, as long as it has the function of putting the arm, why do we pay attention to its material and the carving on it? When we are moved by the beautiful artistic conception of an ancient poem, when we are fascinated by the exquisiteness and elegance of a handicraft, what do we get from it? What can those humanistic details and artistic values bring to our lives? Or, is culture "useful" or "useless" to our life?

The "uselessness" of culture is also "great use"

In the dialogue session hosted by Bai Yansong at the 15th Cultural China Forum, Pan Lusheng, chairman of China Folk Writers Association, pointed out that "useful" means "practical" and "useless" means aesthetic "useless". Material and spiritual use and life use are both useful and practical, while useless is also useful and even useful.

Pan Lusheng introduced that in Lin ‘an City in the Southern Song Dynasty, the palace culture, the literati culture and the street culture were integrated, which formed the idea of "craft for practical use", and also created a life style of unity of practicality and aesthetics in the Southern Song Dynasty. During this period, the weaving technology was superb, and the fabrics made were dense and light as cicada’s wings. Not only were there various types of yarn, Luo, Qi and Ling, but the silk reeling and embroidery techniques were also superb. The gardens in the Southern Song Dynasty are like three-dimensional landscape paintings with pavilions and winding paths, which contain the spiritual complex and aesthetic artistic conception of literati. From the clay figurines of children in the Song Dynasty in Zhenjiang Museum, to the Children’s Plays in the City in Taipei Palace Museum, from the white porcelain children’s pillows in Dingyao in the Palace Museum, to Song Jin’s Paintings of the Hundred Immortals in Cleveland Art Museum in the United States, all of them reflect the aesthetics and interest of life in which humanities and art are combined with street life.

In contrast, in today’s fast-paced diet and fragmented culture, modern people no longer seem to have an attitude of attaching importance to life aesthetics, and traditional crafts no longer pursue use value. In this context, should we learn from the ancients and return to the "elegant life" way of the Southern Song Dynasty?

"The handicraft tradition of the Southern Song Dynasty is historical and contemporary, which runs through the traditional Chinese aesthetic spirit, lifestyle and cultural taste." Pan Lusheng said. Therefore, he proposed to develop a new economy of Song rhyme culture, take people’s life needs as the guide, enhance cultural life experience, and study how elegant lifestyle can be integrated into today’s life, so that people can gain a sense of cultural identity.

Pan Lusheng believes that, on the one hand, by reviving traditional crafts, we can explore how to better inherit and utilize traditional craft and cultural resources at present, inject the culture of Xixiang into education and cultural communication, and serve people’s spiritual and cultural life. On the other hand, through the development of cultural industry with cross-industry barriers, traditional craft culture can be transformed into the resources of contemporary Song Yun cultural industry, creating higher economic value, thus better serving people’s material and cultural needs.

"Cultural pension" is worth looking forward to.

On the aesthetic level of life, the "usefulness" and "uselessness" of culture may be a philosophical proposition, but in the medical field, the "usefulness" of culture is indispensable. According to Zheng Xiaoying, academician of the Academy of Sciences of developing countries and director of the Peking University Population Research Institute, culture is even more "useful" than science and technology.

Zheng Xiaoying said, "Everyone’s ultimate wish is to grow old healthily and say goodbye to the world happily. This is by no means a problem that can be solved by relying solely on science and technology or medical means, but a realm that must be achieved through the combination of culture, art and technology. In this sense, the infiltration of culture is more important than the development of science and technology. "Zheng Xiaoying believes that" medical art education should be integrated into medical education so that every doctor can accumulate deeper artistic accomplishment and cultural heritage. "

Zheng Xiaoying pointed out that cultural blessing is also needed to deal with the problem of population aging. She introduced that with the intensification of the aging process, the life expectancy of China’s population is also increasing rapidly. However, most of the increased life expectancy is unhealthy, that is, life expectancy with disabilities. Among the disabled people in China, 53% are elderly people. To solve the problems of these elderly disabled people, we need the support of science and technology, but more importantly, we need the support of culture. "Let them be happy and enjoy the benefits brought about by the reform and opening up to the maximum. This is not a problem that can be solved by a simple assistive device."

At the same time, Zheng Xiaoying emphasized the concept of "cultural support for the aged", which is a way to support the aged on the premise that the material needs of the elderly are basically guaranteed, on the basis of meeting spiritual needs, on the basis of communicating emotions, exchanging ideas and having a healthy body and mind, and on the purpose of publicizing individuality, advocating independence and enjoying the spirit of happiness and pleasure. "Cultural pension meets the spiritual needs of the elderly. For the elderly without children, this pension model is particularly important." Zheng Xiaoying said.

How to realize the mutual integration of science and technology and humanities

Undoubtedly, the integration of culture, art and technology can make people’s lives better. So, as an individual, how should we start from ourselves and realize the integration of technology and humanities? This is also a question that Wang Yuming, an academician of China Academy of Engineering and an expert in fluid sealing engineering technology, is often asked.

Wang Yuming laughed and called himself a "science man". "However, although my main business is mechanical engineering, I am not" mechanical "culturally. He is a student of Mr. Ye Jiaying, a consultant of the Chinese Poetry Society, the director of the Poetry Working Committee of colleges and universities, and the president of the Tsinghua University Lotus Pond Poetry Society. It can be said that he is a person who perfectly balances "poetry and distance".

When answering the question "how to realize the mutual integration of science and technology and humanities", Wang Yuming believes that in terms of values, science and technology and humanities and arts are both pursuing truth, goodness and beauty, and they are essentially interlinked; In the mode of thinking, both of them need logical thinking and inspiration epiphany thinking, which can promote each other. The same is true of many masters of science and technology (such as Einstein, Yang Zhenning, Qiu Chengtong, Gu Yuxiu, Qian Xuesen, etc.). However, the most important thing is to have a "pure heart" in both scientific research and literary creation.

On the "Use" of China Culture from the Outside

The Chinese culture has a long history, and the "useful" culture not only created the fashion life of the ancients, but also injected spiritual strength into solving modern social problems, and also brought about an impact on the civilized development of neighboring countries.

In the dialogue session, Cheng Yonghua, former Japanese ambassador extraordinary and plenipotentiary to People’s Republic of China (PRC) and executive vice president of China-Japan Friendship Association, introduced the "use" of Japanese culture to neighboring countries. He said that China’s culture had a profound influence on the Korean Peninsula, Viet Nam and Japan. Take Japan as an example. The Sui, Tang and Song Dynasties were the historical peaks of Sino-Japanese cultural exchanges. During this period, ancient Japan sent 19 groups of envoys to China to study, with a maximum of 600 people at a time. In addition to sending envoys, a large number of international students also came to China from ancient Japan. Many of them stayed for many years, and some even stayed in China to work as officials in Chang ‘an until they died and were buried in Chang ‘an. In 645 AD, the ancient Japanese carried out the "Dahua Innovation" movement, abolished the monopoly regime system in big noble, and established an ancient centralized state with reference to the rules and regulations of the Tang Dynasty in China. During the Song Dynasty, more and more Japanese people came to China to study. Jian Zhen, a monk in the Tang Dynasty, traveled eastward to preach the precepts to Japan and was honored as the ancestor of Japanese Buddhist legalists. The Tang Zhaoti Temple complex built by him and his disciples in Nara, Japan, embodies the architectural characteristics of the Tang Dynasty and is the largest and most beautiful building in Japan’s existing Tianping era. Japanese characters are also born out of Chinese characters. At first, there were only languages but no characters in Japan. In asuka period, Buddhist classics introduced into Japan along with Buddhism made Chinese characters penetrate into Japanese life. The first Chinese characters were used by ancient Japanese as phonography, but they were troublesome in the process of use, so heian period invented katakana and hiragana with reference to the radicals and cursive scripts of Chinese characters. In addition, the present Japanese court music-gagaku,It is also music from the Tang Dynasty in China.

Cheng Yonghua said that Sino-Japanese exchanges have a history of 2,000 years. Today, Japanese young people are still attracted by China’s rapid economic development and technological innovation, and feel that "they should go to China to see more and communicate more".

Whether it is "practical" or "useless", the China culture of the same strain needs and deserves to be passed down and carried forward by contemporary people. As Pan Lusheng said, culture is a nation’s overall lifestyle and value system. If the ancients’ fashion is integrated into contemporary life, we may be able to create a pioneer culture with temperature, connotation and taste in the new era.

Image source @ vision china

Text | The forefront of entrepreneurship, author | Li Xiaofan, editor | Feng Yu

The beauty circle has changed.

A few years ago, China brand was hard to find in the world’s high-end makeup market, and most of China’s beauty market was occupied by brands such as the United States, Japan and South Korea. However, with the emergence and growth of domestic beauty players, this phenomenon has been reversed.

From large advertisements in elevators to celebrity endorsements and bloggers bringing goods, domestic beauty seems to have been riding the dust. More importantly, beauty has become a benchmark industry in the trend of new domestic products.

However, behind the heat wave, some industrial problems have gradually been exposed. On platforms such as Xiaohongshu and bilibili, many bloggers have given a "lightning protection guide" in the evaluation of domestic beauty products; There are even bloggers who point out that some domestic brands have plagiarism and imitation in design.

At the time when domestic beauty cosmetics were in full swing, a pot of cold water was pouring down.

About five years ago, when Guo Xianger just became a beauty blogger, he found that few beauty bloggers used domestic beauty products.

Now, only a few years have passed, and she has seen that most beauty bloggers have several domestic products. In her own videos, domestic brands appear in almost every issue.

Especially with the rise of a "new domestic product" trend in China, beauty cosmetics, as a representative industry, has been in the limelight for a while.Among the rising brands, the most dazzling ones are Perfect Diary and Huaxizi.

In 2017, the perfect diary was born. It took only two years, and the sales of its parent company reached 3.5 billion yuan. In the same year that Perfect Diary was established, Hua Xizi was born. In the same two years, its annual sales of Tmall also reached nearly 2 billion yuan.

In this year’s Tmall 618 makeup brand TOP10, Hua Xizi and Perfect Diary were ranked first and third respectively.

New domestic brands are emerging one after another. For example, in March 2020, a domestic skin care brand named PMPM was launched. According to public data, the GMV of the brand was 150,000 yuan in the month when it was launched, and after six months, the GMV increased by 100 times.

The amazing rise speed of domestic beauty cosmetics can’t help but make people stunned. "It is rare to see any international beauty brand that can achieve such a volume in a few years." Diu Diu, founder of Xinran Advertising and beauty blogger, told "the forefront of entrepreneurship".

Cutting-edge beauty cosmetics became popular overnight and quickly opened the market, which became the target that many domestic brands looked forward to. However, this speed of development has also led to the market gradually becoming impetuous.

On platforms such as Little Red Book and Tik Tok, some beauty bloggers pointed out that some products were not easy to use in makeup evaluation.

"To be honest, there is no makeup to satisfy me in the domestic products now." Senior beauty blogger "Luo Wangyu" is outspoken in the video.

The performance of some make-up products is not satisfactory. In Hua Xizi’s product evaluation, Luo Wangyu once fired at Hua Xizi’s "Loose Smoke Eyeliner" and "Loose Smoke Butterfly Feather Mascara (Slim Edition)". "The eyeliner is like a primary school student’s mark, and the eyelashes are caked and not long." He said in the video.

In addition to the product quality being spit out, there is still a more serious problem in the domestic beauty industry-brands may imitate or even copy each other.

Diu Diu revealed that some domestic brands of cosmetics or skin care products will find some mature foreign brands for 1:1 re-engraving. "At most, they change their LOGO and set up their own concepts."

On bilibili, the UP owner "Open-shelf King Boy" once released a video, taking stock of "copying" domestic brands of other beauty brands.

She mentioned in the video, for example, the outer packaging of a lipstick of NOVO is similar to YSL except for the LOGO, but the color number is quite different.

Figure/"Open King Boy" video screenshot

Some domestic beauty players not only copy foreign brands, but also have serious involution between domestic brands.

"susisu (domestic make-up brand) has launched a quicksand eye shadow tray, which is beautifully packaged and priced at 148 yuan in Taobao flagship store. A few days after the launch of this product, a number of products with almost the same appearance appeared on the market. " Diu diu means.

According to the rough statistics of "the forefront of entrepreneurship", in addition to susisu, there are at least six similar eye shadows on Taobao, and one of them is a Thai brand. Among these seven products, the cheapest one only costs 11.5 yuan. In addition, there are two products, but the eye shadow tray is changed from square to round, and the design has not changed much.

Figure/Taobao screenshot

Imitation, plagiarism, involution … It seems that the domestic beauty products that are running for their lives also need a pot of cold water to cool down.

Not only is the product extremely involuted, but the strong marketing attributes of the beauty industry also make traffic the lifeline of the product.

"If you have been exposed to cosmetics for a long time, you will see many helpless phenomena. It is the grandfather who has money to promote, standing at the top of the food chain, and all those who have no money to promote are buried under the iceberg." Little Red Book beauty blogger "Ollie Oris" said in his video.

At the moment when new brands are emerging one after another, in order to get out of the circle, brand owners have to spend some time on marketing. And some domestic beauty brands are well known to the public, and they really rely on high-frequency marketing.

"The frequency of domestic beauty advertisements is very high. There are several brands that have fixed cooperation with me. When new products are launched, they will be promoted. When they are frequent, there will be two or three advertisements a month." Guo Xianger said.

In marketing tactics, domestic beauty brands also show differences from international brands.

"International brands are well known to consumers. The main purpose of their marketing is to promote brand influence, so they will cooperate with celebrities, heads and other heavyweights to promote them." Diu diu said.

Domestic beauty brands are better at using "human sea tactics". "For example, some brands will even cooperate with more than 1,000 bloggers in a single month to promote their star products." Diu Diu introduced. "Many domestic brands don’t have too many requirements on the magnitude of KOL in the early stage of promotion. One is to save costs, and the other is that their popularity is not big enough, and they may not be able to cooperate with head bloggers and stars in the growth period."

The parent company of Perfect Diary, Yixian E-commerce, once stated in the prospectus that the company has cooperated with nearly 15,000 KOL with different popularity, including Li Jiaqi and Viya, among which more than 800 have more than 1 million followers.

However, domestic beauty cosmetics are gradually approaching international brands, and one obvious performance is to find celebrity endorsements.

In October 2020, Zhou Xun officially announced that it would become the global spokesperson of the perfect diary brand; In May of this year, Dilraba officially announced that it would become the global spokesperson of colorkey Ke Laqi brand …

There are also differences between domestic brands and international brands in the evaluation criteria of marketing effect. Different from international brands, which emphasize the subtle influence of marketing on consumers, domestic brands pay more attention to the immediate conversion rate, that is, the effect of bringing goods.

The most intuitive performance is that many bloggers have added shopping links or soft implants in their videos. When choosing KOL, the brand will also measure the data of its historical goods, and cooperate with bloggers with higher selective prices.

"Users have the habit of buying international brands and may consume them at any time, but for domestic products, if consumers don’t buy them today, they may not take the initiative to buy them in the future." Diu diu said.

In addition, the pricing of domestic brands is low, and the cost of trial and error for consumers is low, which also provides the possibility for brands to assess the instant conversion rate.

Overwhelming marketing seems to be the key password for the new brand to break the circle.Naturally, they also invest a lot in marketing. "As far as I know, there are no fewer than five domestic beauty brands with a marketing budget of over 100 million this year." Diu diu said.

Too frequent marketing may attract users’ disgust. "When bloggers on all platforms are pushing the same product, consumers will inevitably have rebellious psychology."

If the marketing investment is too much, the expenses for product research and development will naturally decrease. This has also led to some domestic beauty brands being called "marketing with heart and making products with feet" by the outside world.

Beauty brands are crazy about marketing, but do they make money?

It doesn’t seem to be.

Diu Diu said that the marketing expenses of most products often account for 50%-60%, including anchor commission, pure grass type marketing, etc., plus operation and maintenance, manpower, warehousing and other costs, so that the brand hardly makes any money.

But in order to gain a foothold in the market, marketing is both helpless and inevitable for the brand.

"I sometimes feel that some brands pay too much attention to marketing, but this is something that can’t be helped. As a person in the beauty industry, I know about new products through marketing, not to mention consumers. " Guo Xianger said.

"There are some very old cosmetics brands with good research and development capabilities and product quality, but the products are not hot." Diu Diu also noticed the influence of marketing on products.

There may be two reasons behind this, one is that the brand’s marketing ideas can’t keep up, and the second may be that there is no money to do marketing.

"Some brand new products are put on the shelves, and 500 to 1,000 talents are found for promotion at one time, while some traditional domestic brands hope for’ tap water’. However, the volume and volume of’ tap water’ obviously cannot compete with the pyramid promotion of new brands. There are still some old players who know to do marketing, but their ideas and styles are not fast enough, so they have been eliminated by the market in the wave of Internet e-commerce. " Diu diu said.

This makes it difficult for domestic brands to reach consumers without marketing. Insufficient marketing can’t stimulate the splash, and too much marketing will lead to consumer disgust. This is a difficult battle to control.

Another problem in front of domestic beauty cosmetics comes from consumers’ stereotyped cognition.

In the minds of many consumers, domestic brands are equated with "cheap prices", and few consumers are willing to look at the design and product development behind the products. This also leads to the brand’s lack of motivation to increase R&D costs in the short term.

Fortunately, in the domestic beauty industry full of thorns, there are also some products with both reputation and quality.

Guo Xianger once bought an eyebrow pencil with "khaki color" and one from 9.9 yuan. "The color and durability are good, and it will not agglomerate. The eyebrows drawn are well-rooted." She said.

She once compared the eyebrow pencil of "khaki color" with the eyebrow pencil of "Bei Lingfei", an American make-up brand, which cost more than 160 yuan. "I can’t see any difference by using these two eyebrows to brush the eyebrows on the left and right sides, and I even think the’ khaki color’ looks better."

Although some products have been vomited, domestic beauty may still be worthy of consumers’ patience."Even if it is an international brand, no product is perfect. For example, a lip glaze, if it is bright, it must be sticky; If it is matte, then I will accept it to a certain extent. " Guo Xiang said.

Surprisingly, the growth space of domestic beauty cosmetics is not limited to the domestic market, and brands such as Huaxizi, Perfect Diary, Zhiyouquan and Tangduo are all seeking to go to sea.

"In 2020, we began to make efforts to go to sea. By the end of May 2021, Perfect Diary had become the top cosmetics seller in Vietnam on the Shopee platform, the top cosmetics seller in Singapore and Malaysia, and the Top 1 in loose powder sales in the Philippine market." The person in charge of the perfect diary said.

Most domestic beauty brands set their first stop at sea in Japan, South Korea and Southeast Asian countries, and these products with the imprint of China are also very popular overseas.

"The concentric lock lipstick with China elements sold out quickly on the first day of its launch, and once entered the top three of the Japanese Amazon lipstick sales list." The relevant person in charge of Hua Xizi said.

There are also Japanese netizens who marvel at the West Lake Imprint Gift Box of Hua Xizi, inheriting the craft design of oriental aesthetics, and its related Twitter content was once on the Japanese Twitter hot search. "According to feedback from many users, our Miao Impression Gift Box has also triggered reverse purchasing by Japanese users, and the price has even been fired from 900 yuan to 2,000 yuan." The person in charge added.

Figure/Hua Xizi official (Hua Xizi concentric lock lipstick)

There is no denying that domestic beauty cosmetics are indeed immature, but users should also treat their achievements in a short time dialectically. There is no perfect person, and there is no perfect brand.

In the domestic beauty industry, giants and upstarts have emerged. But if you want to further expand your territory, players need to put out more chips.