On February 2 nd, the dragon looked up, and Tiggo 9 called you to set off for spring together.

  It is said that the eyes of the masses are discerning. What do you want to see when buying a car? Of course, it is sales volume. When you are hesitant, you can never make a mistake in choosing a brand that more people buy. As the global sales champion of China SUV in 2023, Chery Automobile’s morale was quite high at the beginning of the year. From January to February, Chery Automobile sold a total of 348,019 vehicles, and its Tiggo series won the global sales champion of China brand fuel SUV in 2023. In March, Tiggo 9 expanded with its head held high, which is expected to hand over more beautiful transcripts. Especially with the arrival of the "Dragon Head Up" solar term, the temperature has warmed up and climbed, and the willingness to travel after being dormant for a winter has also begun to sprout. Tiggo 9 has a deep understanding of China’s family travel needs and is the best choice for a 200,000-class domestic SUV.

  Start a strong momentum and set out for the N possibilities in spring.

  The journey to spring is always exciting and fascinating. Tiggo 9 is equipped with Kunpeng 2.0T GDI, which matches Magna’s latest wet powershift 7DCT or Aisin 8AT double gold power combination, and the peak torque is 400N·m, providing strong power support for the passionate mood on the road.

  The four-wheel drive version of Tiggo 9 has seven modes: economy, standard, sports, mud, sand, cross-country and snow, and the response time is ≤100ms. Whether the destination points to mountains and seas or gallops in Yuan Ye, all-around player Tiggo 9 can easily cope.

  "Maglev" suspension, the main travel road, smooth and smooth.

  Infinite spring is desirable, and it is equally important to encounter different road conditions during the journey and whether the driving experience is comfortable. Tiggo 9, the only model in its class equipped with CDC "magnetic suspension", relies on five vehicle condition monitoring sensors, four electromagnetic shock absorbers and a controller to adjust the body posture in real time within milliseconds. As a driver, you can clearly feel the perfect sense of freely switching between "soft" and "hard" running. Lu Yu’s gravel and potholes are inevitable during the hiking trip, so the suspension can absorb redundant vibration, minimize the sense of continuous bumps, and give passengers a comfortable feeling of smooth passing.

  In addition, with the front McPherson+rear multi-link suspension support, the support and follow-up of Tiggo 9 also have a good performance. The 4.8-meter body is like a tiger sniffing roses when cornering and overtaking, and it is huge, but delicate and silky.

  Stretch to your heart’s content, super comfortable cockpit, no fear of trudging.

  Under the influence of the breath of spring, my body and mind began to stretch, and I yearned for a broader world and space. Tiggo 9 has a length of 4820mm, a width of 1930mm and a wheelbase of 2820mm. The front and rear legs and head are spacious, and the main and passenger seats are equipped with electric adjustment, memory, heating and ventilation, as well as electric adjustable lumbar support, leg support and pneumatic massage, which are rare in the same class. The two rows of comfortable sleeping headrests, the heating function of cushions on both sides, and the 540 stereo surround air conditioning system provide a high-quality car rest experience. The Tiggo 9 is in place. In addition, the car is equipped with a 14-speaker SONY stereo, a 256-color waterfall-type melody atmosphere lamp and an intelligent fragrance system … to create a leapfrog experience of the flagship model in terms of hearing, vision and touch, so the pleasure of such a trip to the spring will be doubled.

  Exploring the journey of spring needs 100% security to support it.

  Spring is warm, everything grows, and the scenery along the way is charming. Tiggo 9 is more concerned about how to ensure the safety of driving. ACC adaptive cruise, 540-degree panoramic image, traffic sign recognition, etc. The guards are complete. In addition to active safety, passive safety must also be paid attention to. The proportion of high-strength steel used in the whole vehicle is as high as 85%, and the body is stronger. At the same time, the remote airbag between the main driver and the auxiliary driver can effectively avoid the injury caused by the secondary collision.

Liu Yifei, Yang Mi and Tang Yan went to Betta to be anchors? Online celebrity, the star changed his head, lost all recognition.

Sheep heard that Liu Yifei, a fairy elder sister who hasn’t appeared for a long time, recently went down to earth to fight fish as a female anchor? !

null

null

Not only Liu Yifei, but also actresses from Tong Liya, Fan Bingbing, Tang Yan and Yang Mi. Is it against the sky to fight fish?

null

null

null

null

The sheep was shocked at first, and then found that something was wrong. Do you think that these pictures of Sister Tianxian have become like a net red, without her original recognition?

null

Do you still remember the "Athena Chu’s Yang Mi" which was popular all over the network a while ago?

null

At first glance, I was shocked to see this group of moving sheep. Yang Mi once played such a smart and delicate Huang Rong? How come I’ve never seen this play released? It must be more popular than to the sky kingdom.

null

But in fact, this is just an image synthesized by bilibili UP using AI technology, which replaces Athena Chu’s five senses in The Legend of the Condor Heroes with Yang Mi’s.

Because the effect is so realistic, it caused a sensation on the Internet, and the topic has reached more than 100 million readings in Weibo. Then there was."Athena Chu becomes Yang Mi, with a flow of 100 million."The statement.

null

So later, there was the Yang Mi version of Zhao Min. Is this effect enough to confuse the real with the fake?

null

null

There are nine points in the expression of looking up, eyes hanging down and eyes flowing. Can you tell who is who if you don’t take a close look at the five senses?

null

null

Not only is the face close-up, but even this video with great dance movements can accurately capture the face and put on the five senses, and it looks like Yang Mi himself jumped.

null

Seeing this, I don’t think you have to say that you all understand. At the beginning of the article, the female stars who are fighting fish as female anchors are all synthesized by using AI technology.

The female anchor’s real body is a new betta fish sister, Leng.

null

Before, in order to gather popularity, A Leng had disappeared for a month, and it was suspected that he had double eyelids.

However, compared with AI face-changing female stars, the popularity is only a few hundred Ti mo Feng.

null

null

null

This seemingly fate-changing technology actually does not require much superb code skills, nor does it have to be done by top programmers with bright brains.

AI face-changing technology originated from deepfake abroad, which has been popular abroad for one year, and has also caused heated discussion in Reddit forum, and has just been introduced to China recently.

In January last year, someone directly launched the Windows program FakeApp. You don’t even need to make a model of deepfake. You only need an Nvidia GPU personal computer, 3~4GB of storage space, and even AI knowledge. You can make the face-changing video above.

null

In fact, we have seen the predecessor of this technology for a long time and have used it in various American special effects blockbusters.

null

In that year’s "Speed and furious 7", after Paul Walker’s accidental death, his shots were originally replaced by two younger brothers, and the dynamic capture and CGI animation were used to bring him back to the film, giving the audience a happy ending.

null

With the gradual maturity of technology, face replacement is nothing new.

null

Just two days ago, the first female host of AI synthesis had been on duty to broadcast, except that her voice was a bit like mechanical words jumping out, and there was not much difference between her face and real people.

null

AI anchors can work on all kinds of platforms 24 hours a day without gaps, which can reduce news production costs and improve production efficiency for the news industry.

null

For digital special effects companies, it can save the production cost of later special effects.

null

null

For Doubi, sand sculpture and idolize youth, this is the PS in motion.

null

You can change your face and play opposite your idol.

null

null

The experience is similar to the skin in the game we play or the real-life version of ZEPETO.

But at the same time, when this technology was invented, it also brought disadvantages.

In fact, technology itself is not good or bad, but people who use it do. Because the threshold of AI face-changing technology is lowered and the effect is realistic, it has been targeted by many people who have misgivings.

null

The first to suffer is the foreign actresses, whose "faces" have appeared in the indescribable videos on famous websites.

Wonder woman gerga, Emma Watson and Ai Liya Stark in Game of Thrones were not spared.

Japanese actresses are even more inevitable. (ps: Who put the sheep’s wife P up and stood up to die! ! ! )

null

Not surprisingly, Chinese actresses have also been recruited! According to incomplete statistics, there are about 30 actresses who have been recruited.

?

I heard that there has been news that "ex-boyfriend put his face AI in the actress’s film", and some people even took the synthetic film for personal blackmail.

null

Here, I want to say that this is a serious illegal act, which seriously infringes on the right of portrait and reputation.

null

If the technology is abused by criminals after it is mature, such as stealing brush, fraud, etc., then there will be risks in the application of face brushing technology in our daily life.

null

At present, Fake is so controversial that it has shut down its website. Websites such as Twitter and PornHub also prohibit uploading such face-changing content.

Bilibili UP owner has also removed the video of Athena Chu changing to Yang Mi, and apologized to Yang Mi, saying that the original intention was not malicious, but just to share new technologies. Also, please treat the technology correctly, focus on the technology itself, and respect the right of portrait and copyright.

null

null

Again, technology itself is not right or wrong, and the development of the times can’t stop it from appearing. What we can really do is how to manage the use of standardized technology, and moral law is the bottom line that must be observed!

null

In fact, no matter how intelligent the machine is, it is also invented by human beings. On the matter of changing faces, no one can compete with nature. If you don’t believe me, look at those amateurs who are not related to the face-bumping stars. They are not only similar in shape but also similar in spirit. That is really the highest realm of face-bumping, hahaha!

null

null

null

Therefore, the sheep are curious. How much can everyone look like a star without relying on acquired technology and only relying on innate genes?

Gao Qunshu’s "Knife’s Tip" was released today with six highlights to unlock the "thrilling legendary spy war giant system"

Gao Qunshu's "Knife's Tip" was released today with six highlights to unlock the "thrilling legendary spy war giant system"

The spy war giant Knife’s Tip will officially land in the national cinema at 17: 00 pm today (November 24). The film is based on Mai Jia’s novel of the same name, directed by Gao Qunshu, starring Zhang Yi, Huang Zhizhong and Lang Yueting, starring Cheng Taishen, Sha Yi, Gao Jie, Jin Shijia, Li Chun and Zeng Mengxue, and featuring Nie Yuan and Huang Lu. Since its premiere last week, the film has been screened and roadshowed in many cities. The ups and downs of the narrative, the suspense of reeling, the thrilling confrontation between light and dark and the wonderful performances of powerful actors have made the scene full of admiration.

Today’s film released a "breaking news", with the narration of "the broadcasting cavity of the Republic of China" and the novel way of archaizing the morning news broadcast, showing that Bai Dayi, a cryptographer in Guangxi, was shot dead under strict security, and Jin Shenshui (Zhang Yi), director of the communication department of Wang Pseudo Security Bureau, and Li Shiwu (Sha Yi), director of the anti-spy department, were caught in the unsolved case of assassination, instantly substituting people into the mysterious 1940 s. At the same time, the film also reveals six highlights, unlocking this "thrilling legendary spy war giant system" together, going deep into the tiger’s den and fighting in close combat.

Aspect 1: Gao Qunshu Maijia teamed up again Exploring the new legend of spy war after Wind

Mai Jia, winner of Mao Dun Literature Prize, is known as the "father of spy novels" in China. In 2009, the spy movie Wind, which was adapted from Mai Jia’s novels, was born and won 235 million box office, which not only set off a frenzy of contemporary spy film creation in China, but also won the highest score of Chinese spy film with a score of 8.4. As one of the directors of The Wind, Gao Qunshu and Mai Jia have cooperated for the second time, and their cool style and the complicated stories written by Mai Jia will surely spark more dazzling sparks in Knife’s Tip.

Director Gao Qunshu said frankly that the reason for filming Knife’s Tip after Wind was to "shoot something different" and focus on "the relationship between times and fate, and how people survive". The story background of the film also left Shanghai, the most common spy war work, and turned its attention to Nanjing under the rule of Wang puppet regime in 1940. Gao Qunshu hoped to "salvage this history and not forget it". Such a breakthrough in Knife’s Tip has also been affirmed by many parties. After watching the film, Professor Hou Guangming, member of Chinese People’s Political Consultative Conference and former party secretary of Beijing Film Academy, bluntly "brought new ideas to spy films"; Tian Huiqun, a professor at the School of Art and Media of Beijing Normal University, also believes that the plot of this film has broken through the genre film routine, making Knife’s Tip and Wind stand side by side.

Aspect 2: Zhang Yi’s strength deducts "the awakening of agents" Mai Jia praised the role growth "from iron to steel"

From Operation Red Sea to Above the Cliff, Zhang Yi has repeatedly portrayed classic characters on the big screen in recent years, and his role as a special agent Jin Shenshui with multiple identities in Knife’s Tip will surely become another memorable classic image of Zhang Yi’s screen career. In the movie, the special agent Jin Shenshui walks among the forces of the Japanese military, the puppet government and the military junta all day long, just like walking at the tip of a knife. Director Gao Qunshu said frankly: "Zhang Yi’s energy is infinite. His understanding of the role and his own appeal have reached a remarkable level, and it is still rising. The Jin Shenshui he plays closely matches the name of the role. As long as he stands there, it is the role itself."

Zhang Yi said that the role was his first time to play an agent on the big screen, and bluntly said that the film was about "the awakening of an agent". At first, the role was only for revenge, "until he met some comrades to help him find his faith and move closer to the anti-Japanese organization". Zhang Yi also thinks that the Knife’s Tip is different from the previous spy war theme. "The movie is mainly about life and what is the driving force of a person’s growth and change". Not only is the role growing, but Zhang Yi also revealed that Knife’s Point was a watershed in his performance. "I was encouraged and cared by the director during the filming of this play, and I became more confident after Knife’s Point". Even the original author, Mai Jia, said that he clearly felt the growth of Zhang Yi in this film, and climbed one step at a time, "from iron to steel".

Aspect 3: Lin Yingying, the "guide" and "legendary woman" of Jin Shenshui’s belief, impressed the audience.

In the movie "Knife’s Tip", agent Jin Shenshui once witnessed his family’s tragic death at the gunpoint of the Japanese army. He just wanted revenge and once lost his direction in life. Zhang Yi bluntly said that the role was "nothing more sad than the death of his heart". "He never had great love until he met his colleague, his comrade-in-arms, and Lin Yingying, who later became his friend, and he began to change". As a guide to help the confused Jin Shenshui walk into the light, Lin Yingying, played by Lang Yueting, is a legendary woman-she has a big lady’s manner and way of life, and at the same time she is a very strong and brave underground agent. She "blends Chou He’s family and hate together" and helps Jin Shenshui find the final belief.

Lin Yingying, played by Lang Yueting, was also well received by a large audience during the screening. The audience thinks that the film shows the real situation of women in that era in a diversified way, and some viewers bluntly say that the film will "show the wisdom and courage of female underground workers and sacrifice their righteousness to the fullest"; Zhang Wenjuan, an associate professor at the School of Drama, Film and Television of China Communication University, was deeply moved after watching the film. "She (Lin Yingying) is a wife and a mother, and she is also responsible for the nation.".

Aspect 4: the words of "truth acting school" determine success or failure Knife licking honey, life and death "werewolf killing"

Director Gao Qunshu once said that the most thrilling thing in spy war is often not reflected in the real fight, but "hiding a knife in words, killing people invisibly". Therefore, in the film Knife’s Tip, under the circumstances that many forces are intertwined and everyone has their own ulterior motives, the plot is full of wrestling and mutual frame-ups. Jin Shenshui uses the characteristics of everyone’s own ulterior motives to exert a "deviant plan" with great ingenuity. Sometimes a few words that are light in the clouds can instantly become a sword that stabs the enemy!

Life is like a play, it all depends on acting. In fact, it’s not just deep water, everyone is looking for a chance to defeat the enemy and save their lives. For example, Huang Zhizhong, who plays Lu Jingyu, the director of the Wang Puppet Security Bureau, said that because the role is in an important position, in order to protect itself and survive, it is necessary to constantly find a backer, "and kill others before being killed"; Sha Yi also thinks that his character Li Shiwu is a "die-hard traitor". Although he is bad, he has a "low IQ", so he is easily targeted. "You should watch the movie Knife’s Tip, so that everyone can know how to deal with the bad guys and learn from it". Such a "werewolf killing" story also made the audience say "too exciting": "There are performers in and out of the play", "I wouldn’t live in it for five minutes" and "It’s cool to watch the powerful actors act together, and one eye can translate eight sentences".

Aspect 5: "Seven Killings" is cruel, and the picture is artistic. Treading on thin ice walking on the tip of a knife

Director Gao Qunshu once said that the film wanted to express how people were "alive" in that era, so when reading Mai Jia’s novels, he summed up "Seven Killings". The whole story and all the characters revolved around the "Seven Killings". "Each kind of (killing) expressed the flickering humanity in troubled times, superb or poor means, and so on, which was also the characteristic of that era."

Whether it’s the "heart-killing" in the torture room, or the "assassination" with guns in the dark, or even the "serial killing" of hidden agents in the extreme of thousands of people, the enemy and the enemy are difficult to distinguish, and the crisis is around, the Japanese aggressors and Wang Pseudo’s "slaughter" of members of the anti-Japanese team, the "counter-killing" of hidden agents in adversity, and the "killing" of the front in the bullets. When the traitor is forced to the execution ground and is tried with one shot of justice, it is the final "lore", which means that "the road is not alone, and all walks of life are far-reaching"! The audience is also infected by the thrilling atmosphere of the film, which is "creepy, hearty", "thrilling, exciting and cruel, with a variety of penetrating power and shock, which makes people deeply immersed" … In addition, the visual effect under such impression also leaves a deep impression on the audience, "from bloody red to bloody red, to China red" and "the contrast between a rather artistic picture and a cruel scene symbolizes everyone.

Aspect 6: Bona Film Quality Assurance Industry insidersSupport the film quality

At the premiere of Knife’s Tip, director Gao Qunshu thanked Yu Dong for coming forward at a critical moment to include this film in Bona’s company. "It was his persistence that made us come to this day together.". As a sentimental filmmaker, Yu Dong, chairman of Bona Film Group, said that his admiration for director Gao Qunshu began a long time ago: "The director who made Conquest once again conquered me with his strength. Therefore, Bona is also fortunate to participate in the post-production work and assist the director to complete this work. " Yu Dong also said that he never worried that the story of "Knife Tip" was spoiled, "because this work is unsurpassed". Mai Jia even bluntly said that he and Gao Qunshu are the "cards" of this work, and with the help of Zhang Yi and Bona Film Group, which have been at the peak, "there is reason to be full of expectations for Knife’s Tip".

At the premiere ceremony, many industry guests were present to support Knife’s Tip. After the screening, everyone turned into tap water to express their love and support for the film. Yu-sheng Tian, the director of "Ex-4: Early Marriage", bluntly said that the way the film was told made him not expect that "there is no suspense in the plot, but the event is related to the entanglement of characters"; Liu Xiaoshi, the director of "The King of the Sky", also agreed that "it has a very strong personal style and characteristics and is very successful"; Yao Tingting, the director of "I am waiting for you at the end of time", admits that the film has a very good atmosphere and "brought me to a dangerous era at once"; Zhang Luan, the director of Teacher Good, even thinks that the film is "another work that can continue to write myths for spy war movies". Actor Jerry Lee expressed the belief conveyed by the film that "everyone’s faith will form a seed in his heart, and this seed will continue to take root and sprout"; Actor Rayza said that the film made all the actors beautiful, "eyes can’t move away"; Actor Xing Jiadong also bluntly said, "I can’t keep my eyes open for more than two hours"; Actor Wu Yue praised director Gao Qunshu for having a "clean, neat and delicate heart"; Actor Ma Yuke said that he was "very excited after reading it"; Bao Beier, an actor, admitted that the film was "excellent in terms of picture style, story and performance". In addition, screenwriter Song Fangjin called hard-core director Gao Qunshu "a combination of soft and hard" and "playing office politics and the world"; Screenwriter Wang Hailin bluntly said that he was "conquered by director Gao Qunshu in this way"; Yu Fei, the screenwriter, also said that this is "an epic masterpiece that shows the hidden front of the Anti-Japanese War". just as it is said"Sharpening the knife for five years" is thick and thin, and "unsheathed today" is extremely sharp. A film that can make you feel, move and resonate with your soul will officially meet the audience today!

The quality is spit out, the design is involved, and it is trapped in marketing … How do domestic beauty products "get through"?

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.