Special feature of 1905 film network Since the broadcast of "One Mind to Pass the Mountain", he has repeatedly "out of the circle" with his character Ning Yuanzhou, which has caused various discussions.

Before the press release, "Liu Yuning, I won’t resist this time" once again became a topic on the hot search. In this message sent to fans, he wrote: "I love Ning Yuanzhou too much" and "(this role) is something I will never have again in my life".

Such feelings and moods can also be clearly perceived in this conversation with Liu Yuning.

The day was the announcement day of "One Mind Close the Mountain". "When I came, I was thinking, how long have I been an actor? Although I have not been filming all the time, it has been five years. " He said with emotion, "The roles and the learning process make me feel that it is all worthwhile."

In the face of controversy and even "bad comments", Liu Yuning admitted that he was not invulnerable. However, from the initial entry against the prejudice of the outside world against "online celebrity" to the completion of the cross-border with a label, he never lost his "indomitable" momentum.

"Try to play every role well and do every job well. I still believe that sentence, and time will give you the answer."

01　Harvest ningyuanzhou

Liu Yuning, who has always dared to say and do, chose "not to resist" this time. Perhaps the reason is just as he said: "I love Ning Yuanzhou too much."

Before meeting this role, Liu Yuning had starred in many different types of characters, large and small, and Ning Yuanzhou seemed to be a staged "destination" for them to reach together at this moment.

Although he’s not as bad as some characters, and he’s not crazy, he’s in line with all Liu Yuning’s imaginations about the versatility of Jianghu chivalrous people.

On the day of the announcement of "One Mind off the Mountain", Liu Yuning specially recalled his career as an actor so far. In this "competitive" industry, he didn’t make too many plans for himself. In five years, he played many roles, large and small, and also studied and grew up with his predecessors and peers in the industry.

At first, Liu Yuning was under pressure when he received the invitation of "One Mind Close the Mountain". "In any job, I have to pass the customs first, because I have to be responsible for him." Facing Ning Yuanzhou, he finally felt that all the accumulation in the past seemed to be preparing for this role.

"I think I’m ready," Liu Yuning said with a smile. "Actually, I can’t say that completely, but this role is too rare. How many favorite roles can an actor meet in his life? I want to try hard, make up my mind and fight for everything. "

　

After "One Mind Close the Mountain" was broadcast, Liu Yuning not only gained affirmation, but also heard different comments from the outside world. He admits that he can’t be "completely indifferent", but he is willing to continue to prove himself with actions.

"I used to think that as long as I kept acting well, I believed that I would meet my favorite role one day." A Thought of Guanshan "made me feel that I had finally taken such a step on the road of being an actor," Liu Yuning said. "I was very, very happy that everyone could finally see my role."　

02　Go back to Liu Yuning.

Liu Yuning seems to have changed, but it has never changed, from its debut to its "popularity" and cross-border. For example, as a "living entertainment" in everyone’s eyes, he still maintains the habit of communicating with fans and netizens through live broadcast.

"It is not rare to be a’ living person’." Liu Yuning said half jokingly, "The live broadcast is a communication window between me and my fans, but I have something that others don’t, so I won’t lose it."

Not only communication, but also live broadcast has become the source of Liu Yuning’s "sense of security" to some extent. Although the work content has become more and more, he can still find the pleasure and satisfaction of "chatting" with fans at first.

"Many times you are playing a role, but when you are a fan, you think you can talk about Liu Yuning." For Liu Yuning, this space allows him to export and release some more personal emotions, and also gives himself a lot of energy. Although sometimes he even talks about "face pain", Liu Yuning still wants to talk to you.

"I think I will find a sense of identity in it. When I feel insecure, I will find here that someone still loves me and I can go on."

Keep walking. The source of this forward momentum is even earlier than entering the business. Since childhood, Liu Yuning has a dream of becoming a "star".

Apart from all kinds of labels and "prejudices" seen by the outside world, he has never wavered in his sense of belief that supports his progress.

Now, he has earned the audience’s affirmation of "Liu Yuning’s original voice lines" with repeated reading exercises for several years, and also proved "why not?"

Today, Liu Yuning, which has once again completed the cross-border, still has such indomitable spirit. "I dare not say what is the goal. Just play every role well and do every job well. I still believe that sentence, and time will give you the answer. "

"Give life to time, not time to life." On March 27th, 2024, the new product launch conference of TimeShop, a well-known health brand, was successfully held in J Hotel on the 105th floor of Shanghai Tower, the tallest building in China. At this new product launch conference, TimeShop, together with Athena Chu, the brand’s first image ambassador, industry opinion leaders and the general anti-aging crowd, witnessed the brilliant appearance of "Ziguang Treasure Box" double-cabin drink.

TimeShop, a health brand that has emerged in China and Hongkong since 2019, has always adhered to the concept of "gathering top scientific research experts and researching formulas suitable for Chinese physique". It adheres to the principles of "cutting edge", "high efficiency" and "safety" and is committed to providing one-stop anti-aging solutions and high-quality health products to consumers around the world. Today, TimeShop not only cooperates with retail giants such as Watsons, but also is widely distributed in drugstores, pharmacies, Facebook live broadcast platforms and e-commerce, and its product quality is deeply trusted by consumers.

At the press conference, Jimmy, representative of TimeShop, introduced the brand and its latest research results in detail. He said: "Although it was generally believed that high-quality health care products could only be purchased from abroad, in fact, not all imported products are fine. TimeShop firmly believes that in the highly competitive market, only with the best quality products can it stand out. We turn the latest scientific research results into products, so that consumers can enjoy the most advanced scientific research results, thus improving health and preventing diseases more effectively. "

Later, he further pointed out that, especially in the field of anti-aging, TimeShop’s products are dedicated to helping users to glow with health and vitality and remain youthful and beautiful. The new product-Double-compartment drink released this time, with its characteristics of double-compartment flash filling and internal repair and external supplement, not only supplements nutrients needed by the body or skin, but also repairs cells from the inside out, which fundamentally improves health.

It is worth mentioning that one of the highlights of this conference is the stunning appearance of Athena Chu, the brand’s first image ambassador. She took a double-cabin drink on stage and said, "It is very important for me to maintain a good skin and mental state, so I often choose TimeShop products to supplement my body’s needs. Double-compartment drink is my personal favorite beauty drink. It has a unique appearance, with a cell compartment above it, which contains highly active ingredients and can play a role in cells. The liquid below can supplement the nutrients needed by the skin. This design idea from inside to outside and from outside to inside is very unique. "

In addition, many experts and experts in the field of anti-aging also expressed their love for the "Ziguang Treasure Box" double-cabin drink. A well-known KOL praised: "TimeShop always adheres to science-based, user-oriented and continuous innovation and progress. I deeply trust its quality and professionalism. "

With the successful conclusion of the new product launch conference, the participants got a deep understanding of TimeShop’s anti-aging vision and the charm of "Ziguang Treasure boom" double-cabin drink. In the future, I hope TimeShop can continue to uphold its original intention, provide better products and services to consumers around the world, help more people improve their health, improve their quality of life, and enjoy the good times of youth and vitality. At the same time, we also expect TimeShop to become the pride of China and bring its brand to a broader market.

　　Time changes, and the initial heart remains the same; When you are cold, your feelings are warm. In order to thank the hard work of the first-line sports lottery agency in the physical store, the Provincial Sports Lottery Center launched a condolence activity of send warm in the Spring Festival and caring for the difficult agents.

　　On January 31, the leaders of the provincial center led a team to Baiyin City to carry out condolences. Mr. Zeng, the agent of 6208008129 physical store in Jingyuan County, has his own physical illness, and he has to take care of his old mother who has been ill for a long time. He relies on selling sports lottery tickets to make a living every day. Despite the difficulties, Mr. Zeng still strives to do a good job in the sales of sports lottery tickets. On weekdays, he still insists on finding time to do analysis and research on gameplay, and shares his experience with his peers without reservation, which has won unanimous recognition and respect from everyone. The leaders of the provincial center and the staff of the Silver Management Sub-station sent greetings and condolences to Mr. Zeng during the Spring Festival, asking about the difficulties in life and the support he needed, encouraging him to persist in doing a good job in sales, and setting an example for other consignment agents to love their jobs and be dedicated.

　　The condolence group came to the store of Ms. Lu, the agent of 6208008110 in Jingyuan County. Ms. Lu suffered from eye diseases and could not adapt to other jobs. After choosing the career of selling Chinese sports lottery tickets, she cherished the hard-won job opportunities and always loved her job. After more than five years of study and practice, she has grown into a qualified agent. "Thanks to the Chinese sports lottery, I have a stable job and can make some contributions to social welfare. I am also very proud and proud." Ms. Lu sincerely regrets.

　　Visiting all the way, the condolence group learned in detail about the implementation of the responsibility lottery in the physical store and the service quality of the market administrator, listened carefully to the opinions and work suggestions of the agency, and understood the difficulties existing in the operation process. It also encourages administrators and consignment agents to base themselves on their posts and continue to contribute to the development of sports lottery public welfare undertakings. At the same time, it also conducted a spot check on the safety production of sports lottery stores, focusing on guiding the consignment agents to investigate the hidden dangers of fire prevention, waterproofing, theft prevention and electricity consumption in the stores, reminding them to pay attention to personal and property safety, and earnestly implementing the safety production requirements of the State Sports General Administration and the Provincial Sports Bureau, so as to escort the sales peak before the Spring Festival and the safety of the Spring Festival holiday.

　　Recently, New Year condolence activities are being carried out in Gansu Sports Lottery. A little condolence, full of heart, sent Gansu Sports Lottery to the grassroots, caring for the warmth of difficulties, and gained the understanding and support of sports lottery agents and salesmen, and responded well to the work. Gansu Sports Lottery will do a solid job in preventing safety production risks, strictly implement the requirements of responsible lottery, and ensure the high-quality development of China’s sports lottery. (Liu Zixian)

This summer, the national tourism market recovered strongly, and the number of tourists and income rose together. Data from a number of tourism platforms show that the summer tourism market is expected to surpass the same period in 2019, and parent-child tours, study tours and summer vacations have become popular choices.

The tourism market continues to heat up.

Recently, the high temperature has continued all over the country, but Wei Qian, a tourist from Anhui, felt a rare coolness in Kunming. "The temperature here is too comfortable, which is in sharp contrast with the heat in other places." Since the beginning of summer, the average temperature in Yunnan Province is only 22.9℃, and Kunming, the spring city where the weather is often like February and March, has become a summer resort.

Not only in Kunming, but also in Yunnan, you can wander around the mountains and enjoy the coolness in summer. In Dali, at the foot of Cangshan Mountain and beside Erhai Lake, tourists punch in along the ecological corridor and feel the slow life. In the Stone Forest, where the rocks are green and the peaks are beautiful, visitors can experience the Yi culture and appreciate the wonders of nature.

Entering the summer tourist season, in addition to the traditional popular routes such as Kunming, Dali, Lijiang and Diqing, tourists from Qujing, Xishuangbanna, Pu ‘er and Baoshan also continue to increase. In the past few days, the flight take-off and landing and passenger throughput in Kunming have increased sharply. On July 14th, there were 1,005 take-off and landing flights, a three-year high and 143,800 passengers were transported. Yunnan Railway Department sent 300,000 passengers every day, a year-on-year increase of 20.6%.

"The four hotels in the park were fully booked two weeks in advance." Fu Zhixin, deputy general manager of the marketing center of OCT Fantasy Resort in Xiangyang, Hubei Province, said that since the beginning of this summer vacation, the resort has attracted a large number of foreign tourists. "It is estimated that more than 2 million tourists will be received in the summer, reaching a new high." Fu Zhixin said.

Tongcheng data shows that from July 11 to 17, the number of air ticket bookings increased by more than 120% compared with the same period in 2019, and the number of hotel bookings nationwide increased by 150.53% compared with the same period in 2019. "The summer vacation has a good start." According to Lan Xing, the person in charge of Ctrip’s air ticket marketing, the popularity of this year’s summer vacation benefits from the continuous recovery of the tourism market. The superimposed airport and airline companies continue to introduce discounts, and there are marketing activities such as live broadcast and big promotion to further stimulate passengers’ travel needs.

"From the ranking of popular starting points and destinations, Shanghai ranks among the top cities in the country." Cheng Chaogong, chief researcher of Tongcheng Research Institute, said that with the gradual normalization of the tourism market, the demand for summer tourism has been released in a centralized way, coupled with the strong recovery of student flow and parent-child tourists, and the passenger flow in summer has continued to run at a high level. Shanghai is a hot spot for summer tourism destinations and tourist sources. In the first half of the summer, the tourism market showed diversified and urban characteristics.

Research tour becomes popular in depth.

"Parent-child research is a hot topic in the summer tourism market in Shanghai." Cheng Chaogong introduced that since July, the attention of "research" products in the Shanghai area of Tongcheng Travel Platform has increased by 183% from the previous month. The high temperature weather for several days in a row has stimulated the study tour of the museum, and the cool and refreshing museum has attracted many parents and students.

In view of the "bursting" of the passenger flow in major museums, Shanghai Culture and Tourism Bureau announced that it would organize 17 museums including Shanghai Museum, Shanghai History Museum and World Expo Museum to carry out "Museum Wonderful Night" activities, and pilot licensed tour guides to take groups to explain and other measures to meet the diverse needs of tourists.

The research tour is not only hot in Shanghai. The research team of Shanghe children’s theme "The world is a textbook" also arrived in the Three Gorges Dam tourist area in Yichang, Hubei Province in July. In the Three Gorges Project Museum, Dou Xin, a visiting professor at China Communication University and an ambassador for cultural exchange of the national multi-functional economic and trade platform of the Shanghai Cooperation Organization, took the history and poems related to the Three Gorges as an index and gave a wonderful and vivid study tour class on the Yangtze River literature and history for SCO children.

Since the beginning of this year, a variety of research tour products launched by the Three Gorges Dam tourist area and Qu Yuan’s hometown scenic area have been popular, with 38,000 students and 30,000 students respectively. "From Yichang to Chongqing, it is not only a corridor of Tang poetry and Song poetry, but also a cultural enrichment place of the Three Kingdoms, and it is also the only way to appreciate the Three Gorges Dam, a big country." Dou Wei said.

"With the increasing demand for personalization and diversity of users, the travel products that used to be superficial can no longer fully attract users." Cheng Chaogong believes that only by digging deep into the needs of users and creating more tourism products with cultural connotation and humanistic spirit and more urban characteristics can the market vitality be maintained. For example, summer City walk has become a popular way for young tourists to explore the city. Wu Kang Road, Anfu Road, Yongkang Road, Fuxing West Road and Fuxing Middle Road have attracted many young people to "punch in".

Make concerted efforts to provide good service.

"Tricholoma matsutake in Shangri-La, truffles in Lijiang … There are many kinds of fungi to eat, and visitors are expected to come and experience them." Lou Kewei, deputy director of Yunnan Cultural Tourism Department, said. On the basis of market research, Yunnan Cultural Tourism Department launched 10 boutique routes, including cultural tourism integration, outdoor sports and other themes. "These 10 lines are hot-selling products that can stand the market test." Liu Zhimin, vice president of Yunnan Travel Agency Association, said.

Since the beginning of this year, Hubei Province has arranged nearly 1 billion yuan in financial assistance to promote the high-quality development of cultural tourism. Among them, 400 million yuan is used to issue coupons for cultural tourism, 200 million yuan is used to support the opening of new international routes, 153 million yuan is used to encourage travel agencies to explore the tourist market outside the province, and nearly 200 million yuan is used for publicity and promotion. At the same time, coordinate financial institutions to provide loan extension, interest subsidies and other support to cultural tourism enterprises.

Hubei Wenlv Group co-ordinates 38 scenic spots and 40 hotels to launch a series of measures to benefit the people. In Shennongjia, Enshi Grand Canyon, Jingmen Geek Park and other scenic spots, visitors can enter the park free of charge with the college entrance examination and senior high school entrance examination admission ticket. The "Tour Hubei" platform started the distribution of 2023 coupons in Xianning, and 15,000 coupons have been distributed.

Railways, civil aviation and other departments also do their best to provide services to ensure the safety and stability of the summer vacation. "Airline self-service change card" and "one-stop comprehensive service counter" … China Eastern Airlines launched a series of special services to bring passengers a faster and more convenient service experience. Yunnan Xiangpeng Airlines has increased its capacity adjustment, and actively responded by thickening safety management and strengthening skills upgrading. China Railway Kunming Bureau Group Co., Ltd. scientifically allocates transportation capacity to meet the travel needs of passengers, and actively innovates service measures to enhance the travel experience of passengers.

Economic Daily (Reporter Guan Peili, Li Zhiguo, Liu Jie, Dong Qingsen, Li Jing, Cao Song), the original title is "Launching boutique routes in many places, arranging special funds, and doing a good job in travel services-the tourism market ushered in the" hottest summer file ""

Source: Economic Daily

"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.