When the ancients traveled, they not only had to make detailed strategies, but also punched out "friends circle"!

　　Recently, in the world’s rural tourist town — — The Shuang Yuan Pavilion in Lu Village, Balidian Town, Wuxing District, and three books written by the Shen family in the Ming Dynasty attracted everyone’s attention.These three books sort out the ancient domestic and international tourist punch points, as well as the local scenery, biology and food. They are the necessary guides for the ancients to understand the world and travel, and are called the ancient "little red books".

　　According to historical records, Huzhou has been a place of online celebrity where scholars are keen on punching cards since ancient times. Su Dongpo and others also traveled deeply here to call Huzhou. What does this ancient "little red book" look like? How did the ancients immerse themselves in tourism?

　　Essential guide to traveling around the world

　　What does "Little Red Book" look like in Ming Dynasty?

　　"The Shen family living in Lu Village was the first to systematically study ‘ World rural tourism ’ Theoretical system. " Recently, Chao journalists walked into the Shuang Yuan Pavilion in Lucun, a rural tourist town in the world. This set of three books, known as "Little Red Books" in the Ming Dynasty, was displayed in a conspicuous position in the exhibition hall.

Four Yi Guang Ji

　　Gan Yongfu, president of Zhejiang Rural Tourism Research Institute, secretary-general and resident chairman of the World Rural Tourism Council, introduced that this book system recorded the scenic spots of world rural tourism in the Ming Dynasty and the punching points of eating, drinking and playing, which was an essential guide and play strategy for people to travel at that time.

　　Since the beginning of this year, Huzhou has launched a study on the source of world rural tourism, and deeply explored the cultural characteristics and origins shared by Huzhou and the world rural tourism. In the process of combing historical materials, it was found thatShen Meng’s "A Survey of the World’s Famous Mountains and Victory", Shen Mao’s "Four Yi Guang Ji" and Shen Maoguan’s "Rare Notes on Flowers, Trees, Birds and Animals in Huayi".Each of the three books has its own emphasis, and jointly constructs the "Metauniverse of World Rural Tourism in Ming Dynasty".

　　Shen Meng’s "A List of Famous Mountains and All the Best in the World" recorded all the famous mountains and rivers, local customs, species and specialties in China at that time, recorded about 1317 famous mountains and scenic spots in Beijing and thirteen provinces in the late Ming Dynasty, introduced their geographical location, historical background, main landscapes and their characteristics, and attached the travel notes of celebrities related to these scenic spots, which can be said to be "a book in hand, the world can travel"!

A list of famous mountains and victories in the world

　　Shen Mao’s "Four Yi Guang Ji" written on the basis of his father Shen Meng has a broader vision. In ancient China, the mainland was regarded as a celestial dynasty, and other places were called "Yi Di". Therefore, "Four Yi Guang Ji" includes "Dongyi Guang Ji", "Xiyi Guang Ji", "Beidi Guang Ji" and "Hai Guo Guang Ji", which mainly describes the customs of the countries around China. Among them, Hai Guo Guang Ji is one of the important documents that record the Maritime Silk Road in Ming Dynasty in detail, and the whole book can be described as a guide to world rural tourism.

　　Shen Maoguan, Shen Meng’s eldest son, wrote "An Examination of Rare Flowers, Trees, Birds and Animals in Huayi", which is a supplement to the previous two books. He compiled all kinds of rare species, customs and curios in China and neighboring countries, and refined them in three major items: flowers and trees, birds and animals, curios. It is a set of biodiversity survey series containing "rural tourism native products".

Textual research on exotic flowers, trees, birds and beasts in Huayi

　　In fact, before the compilation of this set of "Little Red Books" in the Ming Dynasty, the famousShan Hai Jing and Shui Jing Zhu are famous travel classics in ancient times..

　　As an encyclopedia of ancient social life, Shan Hai Jing not only records dozens of dangers and solutions that may be encountered during the journey, but also records more than 100 kinds of wild vegetables and game, which is simply a survival manual and a life-saving guide.

　　What should I do if I’m afraid of getting lost and I don’t have navigation? Then the best way is to buy another book, "Shui Jing Zhu", which includes mountains, rivers, hotels and geographical routes.

　　Su Dongpo organized a tour of Huzhou.

　　The ancients also sent "friends circle" when punching cards.

　　"Huzhou has been a place in online celebrity where scholars and writers compete to punch cards since ancient times." Gan Yongfu said that the Academic Research Report on the Source of Rural Tourism in the World, released at the recent symposium on the source of rural tourism in the world,Huzhou people first coined the word "tourism"And the earliest popular rural tourism destination — — Mount Yao is also in Miaoxi, Huzhou.

　　According to Ye Mengde’s "Summer Stories" in the Southern Song Dynasty, "the mountain is the place where Xia Yi visited the hunting ground." During the Xia Dynasty, the emperor Yi Yi made a hunting tour and chose Yi Shan as his destination, which was the earliest imperial country residence in legend.

　　After the Han Dynasty, the emergence of the "Nine-grade Zhengzhi System" made the gentry who had money, leisure and motivation go out together to indulge in the mountains and rivers.

　　Shen Yue, a native of Huzhou and the founding hero of Southern Liang Dynasty, once wrote a poem "Tourism attracts tourists in the spring of next year", which is the earliest record of the word "tourism".

Miaoxi mountain

　　The ancients also liked to send "friends circle" when traveling in the countryside.If you don’t have a camera, then splash ink and freeze the beauty with paintings; Be shocked by mountains and rivers, then write a few poems to express your feelings directly.

　　The reason why Huzhou has been a punching place in online celebrity since ancient times can be seen from the "circle of friends" sent by the ancients.

　　Li Bai, a poet, traveled thousands of miles to Huzhou. In order to find Huzhou wine, he wrote a beautiful sentence, "Why should Huzhou Sima ask, Jin Su Tathagata is the back?" Liu Yuxi searched for tea and wine in Huzhou, leaving a circle of friends, which was talked about by later generations.

　　However, among the literati of past dynasties,On qiSu Dongpo is the one who plays the most call for Huzhou and has the deepest degree of immersive tourism..

Feiyingta

　　According to modern people, he is a great gourmet traveler, who likes to call friends for group tours and personally do raiders for everyone.

　　Su Dongpo once watched the lotus flowers around Huzhou with his friends, then went to Mount Xian for a drink, and then went to Feiying Tower in the evening, overlooking the whole landscape of Huzhou from the top of the tower, and made four "friends circle" in one breath, such as one — — "Suddenly, the tallest tower, poor vision. Bianfeng shines on the battlements, making the clouds float. " It is his feeling of overlooking Bianshan and Taihu Lake after he climbed the Feiying Tower.

　　Su Dongpo is optimistic and open-minded all his life. He is good at looking for "little luck" in life and looking for food on the trip, which is a great pleasure.

　　Oranges in the lake, flowers on the stream, Guzhu camellia, Meixi papaya, Wucheng frost rice, Ruoxia spring wine, Taihu silver knife … … Su Dongpo has a special liking for Huzhou’s local products, and records all these foods in his poems, which can be said to be where he swims, where he eats and where he writes.

　　In addition to Su Dongpo, Dai Biaoyuan in Yuan Dynasty also relaxed and traveled to Huzhou countryside. He punched in nanxun town and drank a bowl of wine, leaving the praise of "sail out of Dongguo and ask Nanxun for wine".

　　Sang Ma is a common item in life for many people, but the land of Sang Ma, which grows on both sides of Tiaoxi, can never get enough of it in Dai Biaoyuan’s eyes, saying, "Tiaoxi Road in June, what do people say?" Infinite things in the world, never tire is Sang Ma’s feeling.

　　Not only that, he also wrote a poem with Huzhou as the title, and the phrase "Travel all over the beautiful places in the south of the Yangtze River, and live only in Huzhou" became the best advertising language for this national historical and cultural city to celebrate the Millennium!

Special feature of 1905 film network Chen Feiyu is a little busy during the National Day holiday this year. In addition to starring in "Meteor in the Day", he also acted as the voice for the first time, giving voice to the character "A Jun" in the animated film.

For him, this is a very special experience, but also full of challenges. "I’m not a very fast-paced person in my daily life.However, A Jun is a young man with extremely fast speech speed, high tone and great vitality.

Screaming wildly and panting desperately, this is the most difficult part of his dubbing process, which almost made him scream his throat.

　

Chen Feiyu in reality is also very different from the energetic teenager "A Jun". In the interview, he spoke easily and calmly in the face of any problems.Less than 20 years old, he has a kind of composure that is not in line with his age.

Born into a family of performing artists, his father Chen Kaige is a director and his mother Chen Hong is an actor. Chen Feiyu said that he was born with the gene of loving art. For the profession of actor, he is very clear:Be a serious, hardworking and sincere actor.

　

He likes contemporary art and usually goes to see art exhibitions and museums. He also loves fashion, watching fashion shows, collecting shoes and painting his own designs.If he doesn’t become an actor, he has a clear career plan for himself — —Become a fashion designer.

Slow personality, but good at making friends.

　

In 2010, Chen Feiyu entered the film and television circle because of his participation in movies. Later, he successively appeared in "The Night Will" and My People，My Country, and gradually became known to the public.

Chen Feiyu starred in the work

The film "Abominable" gave him a chance to try dubbing, which also opened up his performance field as an actor.

　

A Jun, the voice role, is an urban teenager who loves to boast, but pays attention to the outside world but is very kind at heart. Chen Feiyu was deeply impressed by two scenes: one is that A Jun falls from a height, and the other is that he gets lost alone and running all the way in the forest. Both of these two scenes need Chen Feiyu to shout and scream at the top of his lungs, but he usually speaks slowly, which has caused him a lot of "torture".

Ah Jun’s liveliness and extroversion are also in great contrast with his own personality. "In life, my personality is more introverted, more shy, and I am not very familiar with this person at the first meeting. I am a slow fever myself, and I hope I can get to know someone I didn’t know through time."

In fact, introverted personality does not prevent him from making friends in real life. In April this year, Chen Feiyu entered the Beijing Film Academy and became a freshman in the performance department. "The atmosphere of the school is very good, and the professional courses are also very interesting. I can also get to know different students from various provinces, and I get along with them."

　

"I can talk more when I get to know them. I like to act collectively with them, eat together, and go to class together.I hope it is a classmate who is close to them.Talking about college life, he described himself as a person who can make friends.

　

Even if the work is full, he tries his best not to delay classroom study. "Can I do it? cut class, go to every class.No matter what you have planned the day before, you must arrive at the classroom on time or even in advance the next day. "

Chen Feiyu used to be a big fat man, weighing more than 200 Jin when he was fattest. Later, he tried to lose weight and succeeded in losing weight, which he said was the most inspirational thing he had done so far.

　

Although many people think that he is thin now and his face value is high, he is not as boastful and narcissistic and pays attention to appearance as A Jun in the movie. "Looks and appearances are given by my parents. I won’t say what I am satisfied with or dissatisfied with my appearance. After all, it’s not up to you."

Opportunities for actors are rare, and pressure comes from seriousness.

Chen Feiyu talked to us most about his love of art and his thinking as a new actor. Between words and manners, you can clearly see his maturity and stability.

He said that he likes shoes as much as Jun, and he will take them off and hold them in his hand to prevent them from getting wet in rainy days. He likes to buy many pairs of shoes with the same brand, the same style and different colors. "One pair is casually worn, one pair is kept, and the other pair is just for viewing."He explained that the reason why he likes shoes is not because of material dependence like A Jun, but because he has great interest in art and fashion.

　

“I think there are cells in my genes that love art."The family environment also exerts a subtle influence on Chen Feiyu." What kind of movies I watch at home, what kind of music I play, and how I communicate at home, my living habits are slowly changing with my living habits at home. "

He said that he usually likes to watch art exhibitions, visit museums and watch fashion shows. Recently, he also appeared at Paris Fashion Week to personally modify and design his own clothes. We asked him what he wanted to do if he didn’t want to be an actor, and he replied firmly, "Designers, fashion designers."

Chen Feiyu also cherishes the identity of an actor. He said: "Choosing to be an actor is a rare opportunity. I feel too sorry for myself if I don’t give full play to my potential in a role. It is one thing to have experience, but it is another to work hard."

　

He told us that there would be times when he was under great pressure, but it all came from seriousness. He will be strict with himself and have a strong initiative. "This is a responsible part."He doesn’t care about the definition from the outside world and the eyes of others."As long as I don’t do anything wrong to myself, as long as I don’t do anything against my own values, I don’t think anything I do will be wrong."

"What kind of actor do you want to be in the future?" We asked.

　

"A serious, hardworking and sincere actor. Whether it’s good or not, others have the final say, but whether it’s serious or not is their own decision. "

　

Chen Feiyu & Ask and answer quickly.

1. Are you a mobile phone controller like "Jun"?

Chen Feiyu:He’s addicted. I’m fine.

　

2. Do you like taking selfies?

Chen Feiyu: I don’t like taking selfies.

　

3. What is the most painful thing in the process of losing weight?

Chen Feiyu:What is it? Dieting.

　

4. What’s the secret?

Chen Feiyu:Shut up.

　

5. Are your eyes your most attractive part?

Chen Feiyu:Whether there is charm or not is up to others, because your parents give you looks and appearances. I think it depends on the charm. For example, I changed a pair of shoes, and I think these shoes are so attractive!

6. Fans want to ask who is your ideal type?

Chen Feiyu:Ideal type … not found yet, not found.

　

7. How many adjectives can you describe it?

Chen Feiyu:Don’t use adjectives, maybe just like my mother.

At 20 o’clock on the evening of October 29th, Beijing time, in the 10th round of Ligue 1 in the 2023-24 season, Paris Saint-Germain challenged brest away. In the first half, 17-year-old Zaire emeri broke the deadlock with a long-range shot, and then Li Gangren assisted Mbappé to expand the score and Mounie pulled back a goal; In the second half, brest equalized the score with a corner kick, and Mbappé finished the winner with a penalty in the 89th minute. In the end, Paris Saint-Germain beat brest 3-2 and rose to the second place in the standings.

In the 3rd minute, Paris broke into the opponent’s restricted area. Li Gangren’s shot was blocked by goalkeeper Bizot, and then his teammate’s supplementary shot was confiscated by Bizot. In the 6th minute, emeri received a return volley from his right foot at the top of the arc, and Bizot saved the ball with his fists. In the 13th minute, Donaruma passed the ball from the backcourt directly to the opponent, but the cross from the brest player directly crossed the bottom line.

In the 16th minute, emeri received a cross from his teammates in front of the penalty area. He passed a defender and came to the penalty area and slammed the door with his right foot. The ball was like a shell, and Bizot could do nothing. Paris was 1-0 brest.

In the 22nd minute, Li Gangren volleyed vigorously from the right side of the restricted area, and Bizot held the ball out of the crossbar.In the 28th minute, taking advantage of brest’s massive pressure, Paris fought back. Li Gangren picked up the ball in the backcourt and passed it to Mbappé. The latter caught the ball and formed a single-handed trend. He entered the left side of the penalty area and missed the defender. His right foot shot low and scored near the corner. Paris scored 2-0 in brest.

In the 41st minute, Mbappé received a cross shot from his right foot at the top of the arc, and Bizot saved the ball again.In the 44th minute, brest pulled back a goal, and the high ball on the right side of the frontcourt passed to the middle. Mounie in the restricted area pressed the Parisian defender to head the ball, and the ball bounced to the net, but Donaruma couldn’t save it. Brest 1-2 Paris.At the end of the first half, Paris temporarily took the lead.

In the second half, change sides and fight again.In the 52nd minute, brest’s right corner kicked into the restricted area, and Ledoualon, who was in front of him, headed the ball back, and the ball flew into the far corner. Donaruma’s whip was not as long as brest’s 2-2 Paris.

In the 57th minute, Mba took the ball to the left side of the restricted area, and shot wide from the far corner with his right foot. In the 62nd minute, Fabian Ruiz stopped the ball in front of the restricted area and buckled the defender, and the long corner was slightly missed. In the 64th minute, Paris stepped up its attack, and Enrique changed into Dembele and Muani.

In the 68th minute, brest got the chance, and the right side of the frontcourt shot the ball into the restricted area, but Ledoualon, who was in the back, outflanked the shot and kicked it. In the 70th minute, brest’s two shots in the restricted area were quite threatening, both of which were resolved by Donaruma. In the 74th minute, the Parisian frontcourt got a chance, but Dembele didn’t stop the ball in the restricted area and was cleared by the opponent’s defender.

In the 75th minute, Vitinia got the ball on the left side of the penalty area, which was quite threatening. Bizot got the ball sideways. In the 83rd minute, Muani in the restricted area tripped after passing the ball on the left side of the Paris frontcourt. The referee watched VAR on the sidelines and awarded a penalty. Because of the conflict caused by this penalty, many players from two teams got yellow cards.

Mbappé took the penalty. His first shot was saved by the goalkeeper, but Mbappé immediately made up the shot and scored the ball. Paris led brest 3-2, which was the 89th minute of the game.

In the end, the whole game ended and Paris Saint-Germain beat brest 3-2.

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.