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Ryan Gosling starred in Blade Runner 2049.

Special feature of 1905 film network After thirty years of silence, ridley scott finally wrote a sequel on the big screen. Previously, this film has been enshrined in the temple of science fiction films, and everyone looks up to it. Too many fans and audiences hold awe and admiration for it, and they are crazy about falling into this apocalyptic vision of the future shrouded in gloom and gloom. Many new films and music albums in later generations were deeply influenced by this film, and other films were almost in the same strain. In Cyberpunk culture, blade runner is undoubtedly an insurmountable peak.

Blade runner has always been regarded as a classic.

This film was once praised as "unprecedented and unprecedented", which must have put pressure on the creators of the sequel. However, after a long and difficult creation, the film is easy and determined, and slowly repeats to the audience the sobering question 30 years ago: What is human nature? Is the soul unique to people? Trying to visualize the essence of life, even just walking on the edge, is a thrilling dance step.

Blade Runner 2049 explores the depth of life.

If the original is about the breadth of life, then this sequel will go further and ask the depth of life directly. On the eve of the North American release of Blade Runner 2049, we talked with Commander Gao about shooting those things. As a veteran fan of blade runner, Commander Gao seems to have been immersed in the excitement of participating in the sequel creation. For him, this is an extremely precious and supreme honor.

(The following contents include spoilers)

　

"blade runner" is very different from 30 years ago, and 2049 is more extreme.

　

In Los Angeles, Sony Studio was full of people, and suddenly there was a lot of noise. Commander Gao came in and bowed his head and took some snacks from the buffet bar. He is wearing an eye-catching red sweater, and he is tall and burly. flax gold’s hair color blends with gray-blue eyes, and his facial features are three-dimensional, revealing the breath of wisdom and cunning. It is hard not to attract everyone’s attention. There was a commotion among many fans around me.

　

Hearing the sound, he looked up and greeted everyone with a smile, which really made people dizzy. Seeing this man up close, you can quickly understand why he is called a "girl killer". Although he often interprets some cold characters, it is difficult to capture the sense of alienation in himself when he is not performing.

　

Unlike many superficial people, Commander Gao’s fascination with the original works has definitely reached the level of iron powder. He was in the shooting place with some friends — — Wandering around the unique Bradbury building, pretending to be "blade runner". He also made no secret of his admiration for the original: "I watched blade runner when I was very young. This movie is impressive and will leave an indelible mark on your heart. Participating in telling the story of this series and becoming a’ blade runner’ is really incredible and extremely exciting. "

　

Commander Gao once wandered around Bradbury Building, pretending to be "blade runner".

　

Undoubtedly, the complexity of blade runner itself is the premise that it can be interpreted multiple times, and its rich spiritual connotation is very advanced in many aspects. When asked how the sequel deepens the theme of the original, Commander Gao himself understands it this way: "The original has established the basic system of the world setting of blade runner, so we can swim in it quickly and go straight to the theme after the completion of the existing world. This is of course a luxury and luck. I think this film asks questions similar to the original, but in a completely different way, and the different roles also make the level of the question more rich and delicate. "

　

Originally, I thought that the role setting of Officer K would be exactly the same as that of Harrison Ford’s character Deckert, but in fact, K is not a re-description of the original protagonist. Although he is defined as a clone without soul in the film, this role is unique in both emotional and ideological dimensions.

K and Deckert dash.

The difference between K and Deckert deserves more attention.

　

When talking about the similarities and differences between K and Deckert, Commander Gao also emphasized the differences between the two roles: "Obviously, they are both’ blade runner’. However, I think the difference between this film and the original is that the function of’ blade runner’ has changed in 2049, and the whole world is very different from the previous one, becoming more extreme in all aspects. So although they have something in common, there are more differences. "

　

Shortly after the opening of the whole film, the lieutenant played by robin wright asks K to find the children of Deckert and the clone Rachel and get rid of them. The fluctuation of K is moving. His eyes were confused, and his expression showed his longing for the soul: "I have never killed a natural person … … Are they different, born with souls? " In this scene, Commander Gao’s control of facial expressions is in place, conveying the inner perception of the characters with subtle movements that are not easy to detect, and accurately presenting the ups and downs of the characters under the iceberg appearance, which is his good performance. K has started the process of independent inquiry from obedience to hesitation and fear.

Commander Gao’s control of facial expressions is in place.

　

Copying people is more humanized than human beings, which is the feeling of Commander Gao after playing K. In fact, "more like human beings than human beings" is also the motto of tyrael, the "father of replicators" in blade runner. Taking this opportunity, I put the century problem that has been debated endlessly — — "Is Deckert a natural person or a clone?" Thrown to the high commander. But he has been through many battles and is very cunning: "Ridley thinks he is a clone, but Harrison thinks he is a human." When the great gods discuss the results, we will naturally know. "

　

How to describe and understand K’s behavior and psychology? "All the moments will disappear in the passage of time, just like the tears in the drowned rain" — — This role will remind people of the exquisite poems in the original.

　

The construction of real scene helps to shape the role. Commander Gao is the director. Muse not only performs, but also writes.

　

Although the world of Blade Runner 2049 is not the first, the overall tone of the film is immersed in the personal aesthetics of the director denis villeneuve, from the misty ruins of the yellow sand to the vast giant waterfall, as well as the holographic girlfriend bathed in the rainbow-like light, and so on. The screen picture he weaves is deeply fascinated and lingering.

Denis villeneuve’s personal aesthetic style is impressive.

In the interview, Commander Gao mentioned the director many times, and thought that the other party’s unique determination in creation and the choice of production details had a profound impact on the actor’s performance texture, which was very helpful for shaping the role: "After arriving in Budapest, it was very helpful to discuss with the director and explore the situation of the studio. My role is the reflection and projection of the world in which he lives. The actual investigation of the studio has helped me a lot in shaping my role. "

　

"They built these studios in a real-life way, and most of them are real venues with traces to follow, and the scale is extremely spectacular. I thought I would use CGI and green screen, but Dennis decided to present the whole picture of his future in an entity, which is undoubtedly a very bold and risky decision, and it also benefits all of us. "

Director denis villeneuve decided to present the idea of reality.

　

Commander Gao, who personally played the piano in the film and inspired Mia’s interview, was not satisfied with being an actor in Blade Runner 2049, but also wrote a play for his role. When shooting, in addition to the "benchmark test" scene inherent in the script, the crew filmed an 8-minute version written by Commander Gao, which was longer than that in the script. But at the moment of filming, everyone on the set felt that they had witnessed a dramatic performance with great appeal.

Commander Gao wrote a play for his role.

　The "benchmark test" is somewhat similar to the "human nature test" in the original work of that year, but the former is obviously more pioneering in technology and significance. In view of the fact that "blade runner" in 2049 often killed the same kind of people when performing their duties, their mental state should be tested and evaluated accordingly. The director spoke highly of the play: "When you start making a movie, there will always be a scene where people feel that they have touched the core of the story." He once praised Commander Gao and Ford, calling them his muses: "They contributed a lot of great ideas."

Commander Gao is talking with the director on the set.

The creation of this film was extremely difficult. At that time, the director was greatly shocked after seeing the script. He said that the only condition for his consent to direct was the approval of Master ridley scott himself. The old man allowed the young talent to splash ink freely. He said that whenever he needed help, he would provide support. So what’s the challenge of filming Blade Runner 2049? Commander Gao said frankly: "The most challenging part is to make a sequel to a’ master masterpiece’. To a certain extent, we shoulder the responsibility of paying tribute to the original, and part of the core spirit of the original is courage and fearlessness. Dennis should not only be loyal to the original design, but also dare to make bold self-innovation, and the two need to be compatible and symbiotic, giving people the feeling of natural transition in connection. "

The atmosphere of the four people’s discussion was warm.

At the end of the interview, I mentioned the nickname "Commander in Gao". I was interviewed for one day. Originally, he looked a little tired and his eyes began to wander. He immediately stood upright and jumped for joy, revealing a proud smile like a child: "I love it! That’s the best name I’ve ever had. (I love it! This is my best name! ）”

　

After Blade Runner 2049, will Commander Gao, the "heartthrob", step out of the comfort zone of independent films and participate more in large-scale production? His eyes have always been sharp, and perhaps the selection of new films in the future will mainly depend on the quality of the script. At present, Commander Gao has reunited with the director of la la land, and is filming a biography of astronaut Armstrong who landed on the moon. On the long road of shaping a difficult role, it seems that he is never satisfied with the status quo. He always sets off quickly and throws himself into a new journey.

Special feature of 1905 film network As of press time, the cumulative box office has exceeded 1 billion mark. Xiaogang Feng finally ushered in the first "Billion Plus" movie!

　

Since its release on December 15th, Fanghua has made great strides. Although it has been released for 14 days, it still maintains a proportion of 28% of the films, and it has occupied the box office champion throne for 13 days.

Even last weekend, under the joint impact of three blockbusters, such as,, and so on, "Fanghua" still maintained its momentum, winning the top spot at the box office at the weekend, drawing a golden absorption curve with full stamina.

The box office curve of "Fanghua" has not diminished (Source: Cat’s Eye Movie)

　

At the same time, the word-of-mouth of movies is also popular all the way. The moving youth of the Red Age evoked the emotional resonance of several generations of audiences. The protagonist’s bumpy fate, "people who are not treated well are the easiest to identify kindness and cherish kindness" and other golden sentences have also become the focus of hot discussion among netizens.

Looking at the film market in 2017, there are still many excellent works such as "Fanghua" with both word-of-mouth and box office harvest, and there are also many laws behind their success that deserve careful consideration.

　

Quality is the rule and word of mouth is king.　

　

Before the release, the new actors were in power, and the "Fanghua", which focused on emotional cards, was not fully valued by the market, and the proportion of films arranged on the first day was also three percentage points lower than that in the same period.

On the first day, Fanghua ranked lower than daoist magic, but the attendance rate was higher than the latter.

　

However, with word-of-mouth fermentation and high attendance rate, Fanghua has steadily occupied the top spot in the box office from the next day, and the box office for three days on weekends has also increased day by day.Even Xiaogang Feng himself said, "The box office curve of Fanghua is particularly exciting, but it is higher on Sunday than on Saturday, which is encouraging!"

As everyone in the industry knows, the film arrangement on the first day of the weekend schedule is greatly influenced by ticket compensation and pre-marketing and cannot fully reflect the real strength of the film. The attendance rate and word-of-mouth on the first day are the basis for the cinema to adjust the film arrangement, and also the guarantee for the box office stamina.

　

Similar to "Fanghua", the weekend counterattack+full-stamina box office curve also appeared in films such as,,, and so on. The douban scores of these films are all above 7, and the cat’s eye scores are all above 9.

At first, they were not completely optimistic, and they all relied on word of mouth and "tap water" to achieve a strong "counterattack", and also gained a box office return that matched the quality of the film.

"Twenty-two" won 170 million box office with its word-of-mouth counterattack.

　　

It is not difficult to see that after the brutal growth and blindly following the trend in the mainland market, the audience’s choice of watching movies has become more rational and more concerned about the quality and reputation of the film itself. The era of "word of mouth is king" that people in the industry are looking forward to may no longer be out of reach.

　　

Attracting "non-mainstream" people is the key to "explosion"

For a long time, young people in large and medium-sized cities and middle-income groups have been the mainstream consumer groups in the film market, and they are also the target groups targeted by film development. However, it is not difficult to find that how to attract the "non-mainstream" people in the traditional sense into the cinema is precisely the key to the box office explosion.

Age proportion of "Fanghua" audience (Source: Cat’s Eye Movie)

　

In the audience portrait of Fanghua, people over 30 account for nearly 35%, and those over 40 account for over 10%. A report in Jiefang Daily even mentioned that middle-aged and elderly audiences over 45 contributed 35% of the box office of Fanghua. This kind of box office distribution is rare in the mainland film market.

　

Focusing on nostalgia and looking back on the youth in the 1970s, Fanghua successfully attracted parents and uncles who didn’t usually watch movies into the cinema with its theme and word of mouth, and "taking parents to watch Fanghua" became a unique phenomenon of Fanghua.

Slightly different from Fanghua, Wolf Warriors 2’s 5.6 billion box office miracle is mainly attributed to the collective efforts of third-and fourth-tier cities and male audiences. However, the fourth-and fifth-tier cities are also not the main consumer groups in the conventional sense.It is with boiling patriotic feelings and high-level action scenes that "Wolf Warriors 2" awakened the enthusiasm of "the whole people" to make the audience who don’t often watch movies willingly pay for it, and finally achieved phenomenal box office success.

　

Not only stars, but also superstitious types and schedules.

　

As we all know, New Year’s Eve has always been the world of comedies and visual blockbusters, and it has become a common practice to compete with stars and cast a lineup, as have the "competitors" of Fanghua.

　

"daoist magic" and "The Legend of the Demon Cat" have successively played the combination of "famous director+star", and "The Light of Psychological Crime City" also showed the all-star configuration of Deng Chao, Ehan Juan and Liu Shishi. In contrast, "Youth" is only led by Huang Xuan, with six new actresses leading the way. From the genre point of view, fantasy and crime types are also more pleasing than the literary film "Youth".

The word-of-mouth and box office of All-Star daoist magic are not satisfactory.

　

The reason why Fanghua, whose genre and lineup are not dominant, can stand out in the attack of strong films depends on quality and word of mouth. In the past two years, the once-popular pure star fans have repeatedly warned filmmakers that the era of simply fighting for stars has quietly passed, and more and more rational audiences are calling for more and more thoughtful film works.

　

Judging from the box office rankings in 2017, it is undeniable that the ability to absorb gold in the two golden periods of "Spring Festival" and "Eleventh" cannot be underestimated, but "Wrestle! One billion plus films such as Dad and Journey to the Dream Ring, and phenomena-level low-budget films such as Twenty-two have not been released in a popular schedule.The December 15th selected by Fanghua is not the "explosion" schedule in the strict sense. All these show once again that the schedule is not the same as the box office, and truly beautiful movies will always bloom whenever they are released.

　

Xiaogang Feng often defines his mental process of creating Fanghua as "going upstream", and the unconventional box office success of Fanghua is also impacting the usual business logic of the film market. From this perspective, it also means "going upstream".

　

In the film market in 2017, small-budget films have risen collectively, and the box office returns of high-word-of-mouth films have gradually become the trend and mainstream. Only by returning to the text and concentrating on polishing excellent works of high quality and well-known by the audience can film creation truly achieve a double harvest of word-of-mouth and box office.

Special feature of 1905 film network Under the picture of a sea of people and queuing for numbers, the film kicked off.

The film "Learning Dad" tells the story of four families’ irony when their children are young and young. After the film was released, it triggered a strong discussion in the society. In this issue, Ma Cheng, a psychologist, was invited to analyze it on the spot to break the educational anxiety together.

The four families in the movie "Learning Dad" represent four different family situations at present.

Family no.1

The characteristic of this family is "hard-working": parents run hard with their children.

Family no.2

This parent is "desperate" to follow: seeing others report to their children, they feel that they can’t fall behind.

Family 3

Such parents are "kings": they are parents’ opinion leaders.

Family no.4

Such parents are "ideal". We all hope that children can grow up in a comprehensive quality education and a good family environment.

Next, we open the protagonist files of these four groups of families in turn.

No.1 Wan Qian family

From the fire sister-in-law family played by Wan Qian, we can see that they are both embarrassed for their children. The mother played by Wan Qian has a line: "Everyone is running, I dare not stop."

Wan Qian’s family represents many very exhausted parents in the present society.

They think that at present, I do my best to provide a good starting line for my child, but after that, all his exhaustion and all his pressure are invisibly infiltrated into all aspects of life.

No.2 Bo Huang Family

The Lei Dali family played by Huang Bo shows another family path.

Bo Huang’s lover should have died, and he began to learn how to be a father from scratch after the baby was born. Ma Cheng, a psychologist, said that parents always feel guilty when they meet a widowed family like this at work, that is, "I" did not provide the best and complete environment for their children to grow up.

In the movie, when Lei Dali’s family collapsed, we saw him screaming when he couldn’t get a taxi in the rain. Many viewers thought this passage was really real and distressing.

To some extent, Lei Dali was a good father from the beginning, but Bo Huang also made many mistakes that parents would make. It is because his inner emotions are too strong that he ignores his children’s feelings. When his son Xiaomi said that sentence, "I don’t need my father to ask for help anymore." He realized that Xiaomi didn’t do all this for his own happiness, and the so-called future was just for his father.

In fact, the children we are most worried about are sensible from the guilt of their parents.

There is a concept in psychology called false self, that is, the false self I made to please you, to make you happy, to satisfy you and to make you feel happy. What will happen if it is extreme? For example, in the workplace, people who are bullied, I will blindly sacrifice myself to cater to others, and all these come from the fake self when we were young.

No.3 NI YAN Family

The mother played by Yan Ni in "Learning Dad" is actually the real state of many parents in real life. She places too much hope on her children, and at the same time makes the pressure on them more and more heavy, trying to escape from this high-pressure environment.

Part of the reason for NI YAN’s "chicken baby" behavior comes from her failed marriage. After the divorce, Yan Ni wanted to prove that she was the best for her children through her children, and it was the most correct decision to give them to me. Therefore, the accumulation of this state of mind made her keep tying up her children, but forgot that the children were actually an independent individual, with their own ideas and emotions.

In the movie, NI YAN’s family told their parents to leave room for their children to grow up, to allow them to "grow wildly" in a suitable range, and not to control their children too much with their own will.

No.4 Zhang Junning Family

The mother played by Zhang Junning seems to be the most obscure one in the movie, but the mother she represents is actually full of helplessness.

In the movie, Zhang Junning wants to give her children the best, so she tries to squeeze into all kinds of parties, trying to integrate into more circles and accumulate more network resources. But in the process, she seems to have lost herself and forgotten what her children really want.

For many parents in real life, Zhang Junning family may be an ideal state. In this ideal state, parents think that when they have enough economic strength and network resources, they can let their children enjoy the best. But for children, how many beautiful clothes are not so important, and it is not so important to go to the top schools. The companionship of parents is the most important thing.

Therefore, no matter what state parents are in, when arranging their children’s lives according to our will, we must first ask the children what they really want. Only in this way can children grow up healthily in love.

There is no unique answer to the exam of growing up.

Time is coming to the school season in September. At the beginning of school, the film "Learning Dad" also gives parents an opportunity to examine themselves.

In today’s society full of competitive anxiety, parents will inevitably be infected by this anxious atmosphere, putting pressure on their children and putting a lot of unwarranted pressure on themselves.

The cram school for children should not be less than that for colleagues and children … …

Children must cultivate more than three hobbies … …

Children must go to the top school in the district … …

These rules and regulations seem to have turned children’s training into a set of replicable templates, as if children can become "winners in life" as long as they follow the top specifications.

But dear parents and friends, don’t forget that your children are just children who want to be happy and free. They have their own preferences, their own ideas and their own life direction.

As parents, we can help our children stride forward step by step, with less intervention of our own will, more questions about their thoughts and more respect for their opinions.

Parents or children, we are all independent individuals.

Never let love become a rope that binds children.

Stock and flow are two kinds of indicators reflecting the economic situation, which are widely used in statistics and national economic accounting. There is a close relationship between stock and flow, and there are some differences.

First, the basic concepts of stock and flow

Stock is the amount of balance at a certain time, which reflects the economic value or quantity held at a certain time; Flow is the cumulative amount in a period of time, which reflects the generation, conversion, exchange, transfer and disappearance of economic value or volume in a period of time, and reflects the changes of economic value or volume in a period of time.

Second, the relationship between stock and flow

The relationship between inventory and flow can be summarized as follows: the sum of the initial inventory and the corresponding flow in this period forms the final inventory. Many flows in the process of economic operation have direct corresponding stocks, such as deposits and deposit balances in the current period, loans and loan balances in the current period, but some flows do not have direct corresponding stocks, such as imports, exports and workers’ remuneration.

Three, the stock and flow in statistics and national economic accounting

Among various statistical indicators, the stock indicators include the balance of government debt, foreign exchange reserves, total population, deposit balance, loan balance, etc. Flow indicators include total retail sales of consumer goods, investment in fixed assets of the whole society, passenger volume, freight volume, import volume, export volume, etc. Taking RMB deposit and loan indicators as an example, at the end of 2019, the balance of RMB deposits nationwide was 192.8 trillion yuan, and RMB deposits increased by 15.4 trillion yuan that year; The balance of RMB loans nationwide was 153.1 trillion yuan, and RMB loans increased by 16.8 trillion yuan that year. Among them, the balance of RMB deposits is 192.8 trillion yuan and the balance of RMB loans is 153.1 trillion yuan. In that year, RMB deposits increased by 15.4 trillion yuan and RMB loans increased by 16.8 trillion yuan, which are flow data.

RMB deposits and loans in 2019

　 　 　 　 　 　 　 　 　 　 　 　 　 　 　 　 　 　 　 　 　 　 　 　 　 　 　 　 　 　 　 　 　 　 　 　 　 　 　 　 　 　 Unit: trillion yuan

In national economic accounting, gross domestic product accounting, input-output accounting, capital flow accounting and balance of payments accounting belong to flow accounting; The international investment position table in asset-liability accounting and balance of payments accounting includes both stock accounting and flow accounting. Among them, GDP accounting describes the formation and use of the final results of production activities in a certain period of time. Input-output accounting describes the source of inputs and the destination of outputs used in production activities in various sectors of the national economy in a certain period of time, and reveals the quantitative relationship between the various sectors of the national economy. Capital flow accounting takes income distribution and capital movement as accounting objects, and describes the distribution and use of income and the collection and use of funds in various institutions and departments in a certain period. Balance of payments accounting describes the economic relationship between permanent units and non-permanent units in China, and the balance of payments table reflects the foreign economic balance of payments that occurred in a certain period; The international investment position table reflects the stock of external assets and liabilities and its changes at a specific time. Asset-liability accounting describes the stock and structure of assets and liabilities at a specific time, as well as the changes of assets and liabilities from the beginning to the end.

(Written by Zhao Tonglu and Li Xianglong)

1905 movie network news Adapted from the game "The Master of Yin and Yang", the pre-sale of the oriental new fantasy giant starring, producer, director,, etc. will be fully opened at 8: 00 on January 29th, and the preview of "The Birth of the Gods" will be exposed on January 27th, showing one of the most difficult technologies in challenging the visual effects field: digital characters, which will make the Gods more vital.

Director Li Weiran lamented: "This technology has a lot of imagination, and the biggest problem is that it is too difficult!" Dozens of kinds of hair of the ferret, the swelling and shrinking of the ghost’s red muscles, and the mixed skin of the owner fish of Haifang … … The production team used digital character technology to create a feast of ghosts with oriental characteristics on a large scale, opening a new chapter in fantasy visual effects. The magnificent scene and the vivid god-serving elements make Chen Kun bluntly say that he has been using his imagination.

　

Break the dimension! The skunk, the ghost red and the owner of Haifang are lifelike.

As one of the most difficult technologies in the visual effects field of the film industry, digital characters are the most challenging behind-the-scenes production level of The Order of the Gods. In order to make good use of the imagination space given by this technology and convey the unique charm of oriental culture, director Li Weiran led the behind-the-scenes team to challenge a variety of difficult digital characters at one time. Although hair making is extremely complicated, there are dozens of different kinds of hair on the face of the skunk; The muscles in the ghost red movement expand and contract, trying their best to make the audience feel the truth, and it even has different pores on the face; Haifangzhu’s skin is mixed, which not only shows the texture of human skin, but also reflects light like fish scales … … In the past, the characters who used this technology in Hollywood movies have attracted a lot of attention, while The Order of the Gods has achieved the real simulation of digital characters, reaching the technical level comparable to the world-class level.

In addition to the persistent polishing and improvement of the appearance of serving the gods, their expressions are also the most difficult to overcome — — How to convey inner language through vivid expressions and reach interaction and empathy with the audience has become the most persistent proposition of the behind-the-scenes team. Li Weiran emphasized: "Only when you can communicate with the audience emotionally can this role be considered as having a soul!" It is such high standards and strict requirements that give vitality to all the servants: the skiniest skunk, the wildest ghost red, the most cute mountain rabbit, the most ruthless and unpredictable, and the coolest ghost palm … … Every waiter has his own personality characteristics, which makes the eye-opening and beautiful wonders of the demon domain full of fireworks.

　

Sense of faith! Chen Kun and "Little Blue Man" give full play to their imaginations.

Different from the previous shooting experience, this time in the film "The Order of the Gods", the leading actors need to face a lot of opponents with many "little blue people" to imagine their respective roles and scenes. It is reported that, in order to ensure the final attitude and high agility of the gods, the crew needs to shoot with stuntmen wearing special blue clothes and interact with the actors. Chen Kun is both excited and fresh about this: "There are a lot of plays and’ Little Blue Man’ shooting, and they have been using their imagination, but I believe everyone will see very cute and lively characters", which shows his great yearning and expectation for the new fantasy world shown in the film.

There is also the one who plays the role of Peach Blossom. In order to play the "big housekeeper" in the courtyard of Enigmatic well, she needs to imagine by herself through the perception of the scene and the understanding of the plot: "Visual drama is very challenging for performance, because there is communication between people, but now in many cases, it is necessary to play against some markers. Without a sense of interaction, I need to respond through my own imagination and have a sense of faith."

Describing the filming of Shenle entering the demon market, he said, "I felt so shocked when I first entered, and I really felt like I had entered a world of monsters." The feelings for the scenes and characters were beyond words.

On October 29, Xiaomi 15 Series andXiaomi surging OS2 product launch press conferenceHeld, launched Xiaomi 15 series mobile phone, Xiaomi surging OS 2, Xiaomi SU7 Ultra production version, as well as Xiaomi flat 7 series, mi band 9Pro, Xiaomi watch S4, Mijia air conditioning ventilation Pro and other 16 "all-ecological" new products.

Lei Jun, founder, chairman and CEO of Xiaomi Group, said that this conference is a concentrated display of Xiaomi’s relatively new strategic achievements of "people, cars and homes are all ecological". Xiaomi’s fully empowered OS 2 will also lead Xiaomi to accelerate into the "AI all ecological" era.

From now on, Xiaomi 15 series new products will be reserved in official channels such as Xiaomi Mall, Xiaomi Home, Xiaomi Tmall official flagship store and Xiaomi JD.COM flagship store, and will be officially launched at 10: 00 on October 31st. Among them, Xiaomi Mall, as Xiaomi’s self-operated e-commerce platform, plays an important role in its whole ecology. By accessing the third-party ready-to-use service in SF Express, the sale of new products in the ecology can reach "one hour on average", which is "rice noodles". Bring a one-stop shopping experience.

From Apple16 and Huawei Mate XT in September to vivo X200 series and Xiaomi 15 series in October, in just two months, the competition for new products in the mobile phone circle has ushered in two waves of climax. This year, the instant retail market has once again become an important field for manufacturers to compete for.

Mobile phone new product warEnter a climaxMajor brands actively deploy instant retailing.

It is nothing new that instant retailing is "involved" in the new product war of mobile phone manufacturers. In September this year, Tik Tok officially joined the Hours of iPhone16 series for sale, and more than 4,000 Apple authorized franchise stores supported the instant delivery of e-commerce in Tik Tok, covering more than 600 cities across the country. Huawei also opened an officially authorized live broadcast room in Tik Tok Hours Da, as its account profile wrote: "Huawei stores deliver goods within one hour, and buying Huawei is as convenient as ordering takeout".

It is reported that Tik Tok’s "Hourly Arrival" service is currently building a closed loop of "business flow+service flow" through third-party matching. As the core partner of Tik Tok’s instant delivery, SF City helps Tik Tok to realize multiple home service scenarios including Hourly Arrival. Xiaomi, which has just entered the new 15 series, is the key to its real-time retail layout, in addition to various retail take-out platforms, such as "Xiaomi Mall App" and "Xiaomi Lite applet". As early as 2021, when Xiaomi 12 was released, Xiaomi reached a cooperation with SF City. In recent years, Xiaomi’s sales volume has hit record highs and continued to consolidate the closed loop of instant retail private domain under its own ecology. It is reported that in addition to Xiaomi, Huawei, another mobile phone brand, has also reached cooperation with SF City in its own shopping malls and other channels.

Omni-channel access and customized construction, high-quality ready-to-use services capture users’ minds.

Why do mobile phone manufacturers such as Xiaomi, Apple and Huawei embrace instant retailing? And choose to access the third-party ready-to-use platform? With the acceleration of social rhythm, consumers need more "instant satisfaction" and are willing to pay for faster and better delivery experience. More importantly, with the development of multi-polar traffic such as live broadcast platform and brand private domain, consumers’ purchase scenarios are becoming more diversified.

It is the key reason why mobile phone manufacturers attach importance to instant retailing by meeting the demand of "early adopters" of new machines in time, capturing users’ minds, laying out more online channels, and quickly realizing the transformation of brands from "flow" to "increment" with high efficiency and seizing a larger consumer market.

Third-party ready-to-use platforms such as SF City can bring omni-channel overall customization to brands, access multiple retail take-out platforms including Tik Tok Hours Da and Meituan, and establish exclusive ready-to-use services for private e-commerce companies without capacity. In addition, the brand can also require Knight’s distribution equipment to be attached with a unified brand logo, and enhance brand recognition through dressing the, unified telephone, etc., so that the market influence and user loyalty can be enhanced in the omni-channel "instant purchase" and "fast and good" consumption experience, which will drive re-purchase and increase sales.

Among the domestic mobile phone brands, Xiaomi is the brand that operates the "private domain model" better. From the online Xiaomi community and Xiaomi Mall to the offline Xiaomi House, Xiaomi gathers users, actively carries out interaction and provides product concessions, and further strengthens online and offline connections through SF City, opening up a closed-loop sales, continuously optimizing the membership system, welfare construction and service quality, and continuously enhancing the stickiness of fans. ‌

The third-party matching platform takes root in the sinking market, helping mobile phone manufacturers to capture consumer traffic.

In addition, on the retail take-out platforms represented by Meituan and Tik Tok, the consumption volume of the sinking market is gradually moving closer to the head market, and the value of its instant retail business is more prominent. In particular, domestic mobile phone brands have strong user awareness and high brand reputation in the sinking market, and "sinking" has become an important strategic direction for many brands. Infrastructure service providers are also deeply rooted in the sinking market with this trend. For example, by the middle of this year, its business network has covered more than 1,200 counties across the country, with a coverage rate of 68%. By maintaining effective and high-quality ready-to-use services, brand manufacturers can also quickly absorb the consumption flow in the sinking market.

What needs to be clear is that the needs of fans and users are not static, whether in the head market or the sinking market. The introduction of third-party matching can not only make the brand service flexible and customized according to local conditions, but also provide a new solution for its service upgrade. For example, mobile phone online "trade-in" has been widely praised since its launch, and the demand for "trade-in" is growing. Shunfeng Tongcheng took the lead in launching a one-stop "trade-in" integrated logistics solution for digital products in the industry, and jointly established a new model of "one-click door-to-door, take-and-send" with the brand to realize the further improvement of user service quality. At the same time, SF also cooperates with vivo to realize the "fastest 4 hours" repair and return in the same city, and improve the after-sales refinement in the brand private domain service.

According to the relatively new data released by Counterpoint Research recently, in the third quarter of 2024, the sales volume of smartphones in China increased by 2.3% year-on-year, achieving year-on-year growth for four consecutive quarters. It is not difficult to foresee that mobile phone manufacturers will continue to focus on instant retailing and make efforts in innovative models and optimized services to seize growth opportunities. In this competition, the third-party ready-to-use platform, represented by SF City, continues to play the role of logistics infrastructure, empowering brands to improve quality and optimize through customized and refined ready-to-use services, and boosting the mobile phone consumer market.

(promotion)

Wen | Ju Meili Shu Xiuhui

In the past two years, Tmall double 11 has always been labeled as the "last one". Indeed, the smell of smoke in double 11 is getting weaker and weaker, and the brand battle report is getting colder and colder, but there are still some new ideas or changes that make people shine at the moment.

For example, this year’s make-up category, domestic make-up continues to challenge foreign authority in double 11: when Hua Xizi suffered from the black swan incident this year, Caitang, a subsidiary of Polaiya Group, rose suddenly and won the first place in Tmall’s domestic make-up category, which is second only INTO YOU of L ‘Oré al Group, while in Tik Tok’s list, Caitang beat YSL, second only to another white dark horse VC, and more importantly, it included Fangli, blank me, Tangduo and Tangduo.

We will lengthen the timeline a little longer: during the three years of the epidemic, Perfect Diary and Hua Xizi won the first place in domestic cosmetics during the promotion period, and also set off the banner of countering big brands in Europe and America; Perfect Diary in 2019, Hua Xizi in 2022, even more pressing many foreign brands, became the TOP 1 of Tmall double 11 makeup. Even Hua Xizi, who was under pressure during this year’s double 11, regained the position of Tik Tok’s one-month GMV champion in November, and his glory remained unchanged.

Today’s make-up category is really the second largest category besides skin care. To say that such a prosperous situation today should actually begin with the adjustment of cosmetic consumption tax by the Ministry of Finance in 2016. The biggest change is that the mass or low-priced cosmetic products that originally needed to be taxed with 30% consumption tax are no longer taxed, leaving more profit space for cosmetic brands to invest in product research and development and marketing. Adding to this, the rise of Pliocene users and the rising demand for cosmetics, as well as the wave bonus of social media platforms such as Xiaohongshu and Tik Tok, etc., led to the outbreak of many new cosmetics brands such as Perfect Diary, Huaxizi and colorkey in a short period.

In the past few years, we have seen an obvious switch in the bottom logic of the skin care industry, from the original daily chemistry and fine chemicals to dermatology, medicine, pharmacy, and life sciences including immunology, microbiology and synthetic biology, which have increasingly become new growth drivers.

We went back to the make-up track. After the rapid rise of cutting-edge make-up brands, with the capital cut off and the market turning to stock, countless players also fell. In this dynamic development and balance, how big is the gap between us and international brands, and is it gradually narrowing?

So, is the makeup category also undergoing a fundamental switch?

The above propositions are what this article wants to discuss with you.

01. The cutting-edge competition of make-up will also enter a large scale, and small and medium-sized brands will feel the cold winter earlier.

In the previous analysis article on the pattern of domestic brands this year, "Don’t stare at Polaiya, so that" L ‘Oreal "may queue up soon", we talked about an observation that the more intense the stock competition, the stronger the siphon effect of scale brands may be. Therefore, in this year’s beauty market, especially in the skin care market, there are more and more scenes of domestic scale enterprises, such as Polaiya, Kanshu, Winona, Fumei, Nature Hall and so on.

Similar to the competition of skin care track, the competition of make-up is increasingly entering the track of large-scale competition. Let’s look at the makeup list of Tmall double 11 this year:

In the TOP 20, in addition to the perfect diary and Hua Xizi mentioned repeatedly above, this year’s outstanding ones include Caitang, Mao Geping, Hua Zhi, INTO YOU, Tangduo, Love for Fire, Yeast Color and Fangli.

Tao Zi, co-founder of Fangli, revealed that this year’s GMV in Fangli will cross the 1 billion level. The Tangyi Group, which is driven by the dual brands of orange blossom and fermented color, achieved 1.76 billion in 2022 (orange blossom broke 1 billion and fermented color broke 750 million). According to reports, the group size is expected to exceed 2.5 billion this year. Therefore, the scale competition threshold of domestic brands of cosmetics category has also been raised to 1 billion level, and brands with a scale of 1 billion or more will get more resources and achieve the snowball effect of higher operational efficiency compared with echelon brands under their own refined operation.

Such a scale brand pattern is already obvious not only in the mature classic platform like Tmall, but also in the fast-developing platform like Tik Tok. International brands are gradually entering the market, and cutting-edge brands are also obviously changing, with more brand attributes. The threshold for entering TOP 10 has risen from several million to 50 million. It is foreseeable that Tik Tok’s makeup list will be seen again in 2024. Maybe the strongmen of traditional Tmall platforms, such as Estee Lauder’s make-up, Lancome’s make-up, Charm, and Mei Kefei, will gradually appear on Tik Tok’s TOP 10 list (have you seen which foreign capital head disappeared in Tmall and Tik Tok’s double TOP list? )。

Under such a clear competitive situation, it is also an important test topic whether the new cosmetics can evolve from the original local efficiency to a more perfect system efficiency and form a comprehensive competitive advantage from R&D, products, marketing, channels, organization and other business modules.

In the face of such a topic, we see that some cutting-edge brands are completing an excellent answer sheet. Tao Zi listed four factors when answering Fang Li’s outstanding achievements:

Continuous product and scientific research supply chain polishing. Since its inception, Fangli has paid great attention to the investment in product formulation and technology. This year, it has completed the acquisition of new york Laboratories in the United States. At the same time, in September, it officially announced Suzanne Davis Susanna, the top formulator in the industry and the former chief R&D division of Estee Lauder, as the brand’s global R&D VP recruit. Next, Fangli will take "new york and Shanghai Double R&D Centers" as the strategic starting point of global R&D, lay out global scientific research and build its own product moat;

The polishing of organizational ability. This year, we will continue to introduce professional talents from various modules in the field of make-up, and form an amoeba-like model, which will connect the original linear functional departments horizontally, so that the personnel in key positions can cooperate based on product life cycle management. "Just like pearls used to be scattered around the table, they are now strung together to form an effective closed loop of cooperation";

Polishing at the channel level, gradually recovering online and offline distribution, and conducting more self-controlled direct operation;

Since its inception, Fangli has exercised extreme restraint in polishing the traffic style, and opposed the violent marketing that holds high the fight and ignores the profit. Instead, it completed the first round of traffic accumulation through the way of "doing a good job in user experience and letting users help the brand spread". From the aspects of traffic health and long-term sustainability, Fangli has more room for imagination.

Therefore, it is not difficult to see that cutting-edge brands that can reach the scale level are frantically perfecting their own capabilities and becoming real "hexagonal warriors". At this stage, many outsourced capabilities will gradually begin to be internalized, such as production and supply links. For example, Perfect Diary invested 600 million yuan to build its first smart factory in cooperation with Cosme Meishi, and Juyi Group also completed the wholly-owned acquisition of the original cooperative factory.

When talking about the topic of self-built supply chain, Hu Huan, co-founder of Yeast Color, revealed that the categories of cosmetics are particularly subdivided and the production patterns are obviously different, so it is impossible to completely satisfy them by building a factory, and cooperation between some categories and external professional high-quality supply chains is still a more efficient solution. Automatic supply chain, on the one hand, ensures the stability of product capacity and quality of superior categories, on the other hand, it is a self-developed supply chain with high degree of cooperation, which can complete better independent innovation.

Of course, the market is cruel, and large-scale brands have more market dominance, which means that the brands in the latter echelon are facing a more severe competitive situation, and the brands that have fallen are far more than those in the previous position. In the beautiful article "Many first-generation cutting-edge" disappeared in October, where is the future of domestic cosmetics? ",we have not fully counted the makeup brands that have been shut down since 2018, and analyzed the reasons for the fall.

Then, how should the new makeup brands that are still in the growth stage deal with this situation?

As the saying goes, Chunjiang Plumbing Duck Prophet; In fact, the cold water in the winter river is also perceived by ducks in advance. There is no one who doesn’t want the business scale to expand rapidly, but in such a cold season, how to reduce the actions that are difficult to generate definite profits, how to find more efficient marketing investment in their own competitive ecosystem, and how to turn every investment into the cornerstone of the next stage requires the founders of this position to think more calmly and restrain their impulses.

Jin Le, the founder of SEVENJULY, a new base makeup, said that compared with some brands who felt more competitive pressure this year, SEVENJULY had a premonition of the reduction of hot money in the market and the unfavorable situation brought about by the market downturn earlier. SEVENJULY, which had a stable cooperation with Chaotou Li Jiaqi, decided to give up this path at the beginning of last year, because despite its considerable output, it faced more difficult challenges in working capital, product stocking, profit margin, inventory pressure and other aspects. Therefore, the main tone of SEVENJULY since last year is to get rid of the pain and build the transformation path of self-built little red book, especially the commercial transformation ability of the brand little red book official number. After a year and a half, it has basically formed the expected autonomy.

The stylized national makeup Girlcult, which has long been circled by Z generation people in a grotesque, romantic and adventurous style, has also experienced the pain of product inventory and live sales in the past two years. At the beginning of its birth, Girlcult was surrounded by many personalized users because of its niche, but it was also because of its niche that it was temporarily confused about the balance between unique positioning and market performance.

However, as we have repeatedly stressed, in the consumer goods business, as long as there is no card table, there is a chance to catch the headwind. From last year to this year, Girlcult gradually found a more comfortable business niche. This year, when Tmall gradually became a stock market, Girlcult shifted its focus to Tik Tok and Xiaohongshu in July. Especially in Tik Tok, we caught the wave of cheap make-up in the second half of the year, and the products with unit price ranging from 30 to 60 yuan, such as solid lip gloss and expanded highlights, are very popular. From the core Z-generation ethnic group, the crowd has penetrated into high-net-worth exquisite mothers and cutting-edge white-collar workers. Therefore, naturally, the overall marketing efficiency of Girlcult has ushered in a new round of improvement, and the ROI of October (sales undertaking mainly in Tik Tok) is twice that of July (sales undertaking mainly in Tmall).

The improvement of business efficiency will naturally lead to the improvement of team morale, which is actually particularly important at the moment. Lock Xiao, co-founder of Girlcult, used an interesting metaphor: It snows outside in winter, and we have heating in the room.

02. Unlike skin care that relies on life science, the underlying logic of makeup is still in fine chemical industry.

After briefly combing the current competition pattern of make-up, we need to further explore a problem:

Has the underlying competitive logic of the make-up category fundamentally changed, or is it still evolving under the previous logic?

What we have talked about a lot this year is that the underlying logic of skin care products has been switched, breaking through the original technical boundary. Today, the basic discipline of cosmetics has completed the transformation from fine chemical industry to life science and biomedicine. In particular, the key to the competition of efficacy skin care is to move from the formula to the raw materials, and the products should have the differentiation of core raw materials, and then wrap, penetrate the skin, deliver and upgrade the life utilization around the core raw materials. Rational verification, clinical data and scientific evidence are the key, and the factors behind this are of course brought about by the shift of consumer concern and demand focus.

This picture has also appeared in many articles and activities of Jumei many times. We even suggested that the competition of skin care products has entered the "live animal era" from the formulation stage. Of course, this "era of active substances" is an empty finger. Nowadays, there are successful cases of domestic brands in the research and development of active substances, the path of dermatology, and even the frontier basic research of life sciences, and they are not inferior to international brands in the face-to-face competition.

The bottom competition logic of makeup, from the point of view of many senior practitioners, is still concentrated in the field of fine chemicals. Whether it is base makeup or color, the core appeal of consumers in this category is still focused on makeup effect.

In this part, let’s disassemble a few points:

First, about the difference between skin care and make-up, one is a scientist and the other is a craftsman.

This is an image metaphor given by a senior makeup person in the industry when talking about category differences: skin care is a scientist, and it is essentially an innovation of formula and technology; Make-up is more like a craftsman. The difficulty is not the technology, but the part of the process, including the visual presentation, which is the combination of ideas and techniques.

In the category of skin care, it is normal for a single ingredient/raw material to be linked to a certain efficacy or even a certain brand, such as nicotinamide, hyaluronic acid, collagen, the concept of early C and late A, etc. However, in makeup, it is rarely heard that a certain mica or a certain film-forming agent has become a decisive decision affecting consumers’ purchase because it is a characteristic ingredient of a cosmetic product.

The improvement of products by technology often affects the direct experience of consumers and the actual makeup effect. For example, when Jumeili studied the makeup category last year, Hua Xizi’s team mentioned that the skin feel and makeup effect of its honey powder cake would be affected by the temperature control and water content control in low-temperature baking; In order to achieve better uniform coverage of fog and lock makeup, Berry’s star makeup spray has specially developed a uniform micro-pressure pump head with an internal pressurization system.

Therefore, it can be clearly seen that the product logic of skin care products gradually influenced by life science and biomedicine is different from that of cosmetics under the influence of fine chemical industry.

Second, the influencing factors of base makeup and color category

Going back to the make-up category itself, the base makeup category and the color category, a rational component is stronger and a perceptual component is dominant, so the two major sub-categories are also different in terms of the influencing factors of products on consumers.

Base makeup is a functional logic to modify skin color and cover up defects, so it is more closely related to raw materials, formulas and processes (it does not mean that color categories are not important in these aspects).

Among them, 01) Needless to say, the basic raw materials include powder, matrix and some new active substances. According to Wang Yihua, a senior supply chain expert and general manager of Huamei Kangyan, the competition of raw materials itself is in a translucent state, and there is no secret, but the advantages are all in foreign companies. Agatha, founder of Fangli, also mentioned that raw materials are the basis of the formula, and almost all international cosmetic companies have cooperative research and development on raw materials, because in terms of raw material research and development, foreign technologies, systems and scales are ahead of domestic ones, which is also the reason why Fangli adheres to the "global resource integration strategy".

It is hard to say whether this will become a bottleneck project in the category of make-up. After all, make-up does not belong to a sophisticated industry like chips that affects national competitiveness. To tell an embarrassing story, some time ago, Japan discharged nuclear waste water, and many make-up brands asked foundries to replace Japanese raw materials in their products. However, the best raw materials in base makeup are made in Japan, and international brands also use Japanese raw materials, even international brands can’t replace them at this stage.

02) Research on formula/technology, including the collocation of raw materials in the formula, the interaction between different raw materials, the microstructure of raw material formula, the mechanism of action, etc.

03) The difference of technology, as mentioned above, includes the exclusive raw material technology, formula technology, customized equipment and other factors that will affect the cosmetic effect of the product;

04) Consumers’ research, skin type, skin quality and skin color, as well as the complex external environment such as skin condition, region and climate, have an impact on the makeup effect, makeup feeling and makeup retention of base makeup products on consumers’ faces. Therefore, Tao Zi called the base makeup "a category more difficult than skin care", which was not only influenced by multiple factors such as consumers’ skin quality and external environment, but also coordinated with the previous skin care products.

The influencing factors of color category, if we observe the development and changes of this sub-category in recent years, we will find that there is obvious evolution logic.

The color category mainly modifies the outline of the five senses, which is more dominant than the makeup category. Therefore, raw materials, formula and technology are also influencing factors, but more importantly, the following factors are gradually evolving.

01) Color, back to the category take-off stage after the consumption tax was lowered, the first color category that broke out was lipstick. The original lipstick had only one kind of red, followed by "colorful red", so just eating the bonus of color made many brands get big market dividends at that time, such as charm.

Not only the lipstick category, but also other sub-color categories have grown under the color logic. For example, Girlcult’s micro-innovation in the blush category, in the process of building, Girlcult has insight that it is common sense for girls to have dozens of lipsticks, but the blush may be 1-2, but who said that different makeup and different scenes can’t match different blushes? In 2019, Girlcult’s multicolored emotional blush was born, and the IP joint name with Fart Peach reached 10 million in the whole network that year.

Later, the color of blush was rolled into "functional color", such as expansion color, contraction color and atmosphere color. "If the lightness is high and the gray level is low, you can expand, and if the lightness is low and the gray level is high, you can shrink." When Suo Zhi talked about this change, he mentioned that the logic behind it is to use blush as a highlight, repair capacity and give it the functions of other categories. Caitang’s explosive three-color repair disk also has the same feeling.

02) Texture, although there are other minority colors, after all, red is the biggest basic dish in China market, and colors always run out, so in recent years, the competition logic has turned to texture, and this has a reincarnation. For example, a few years ago, consumers paid more attention to the matte texture, reflecting a more natural sense of makeup, and INTO YOU’s innovation in the texture of lip mud got the biggest bonus of this wave; Nowadays, the trend has come to the demand side of bright face like a cycle, and through the innovation of formula and production technology, the bright face texture has been made the ultimate fermented color on lipstick, which has successfully won a large number of markets for bright face texture of lips.

03) Style, or the competition between aesthetics and taste, is an important factor for color categories to blossom now. Compared with the gradual convergence of skin care products in terms of efficacy and technology, the segmentation of color categories and the expression of brand personality will be more prominent, which is also the ultimate competitiveness of brands when the dividends of color and texture are reduced. Girlcult’s trend, new Chinese style, Lolita girl’s heart wind known by flowers, European and American sense of goggles, and modern and textured yeast color.

Third, the evolution of controversy: the efficacy of makeup development authenticity

Finally, there is still a controversial evolution about the makeup level, that is, whether the functional makeup will become the advanced direction of the makeup category.

No matter in the steps of foundation, priming or makeup fixing, major brands are claiming efficacy, and the logic of makeup efficacy+efficacy is gradually regarded as a feasible consumer decision-making influencing factor in makeup.

Why is it controversial? Because there are two schools of voices about whether the efficacy can have a scientific and empirical evidence chain in the category of makeup.

For the specific voice of the opposition, please refer to the article published by Zhenmei Blog, a beauty science blogger, as early as 2020, "By nourishing the skin with foundation?" Is this another hoax? (The views in the table also refer to the latest opinions of supply chain and brand). Among the supporters, Fang Li believes that the skin-care mentality of foundation makeup can take the efficacy path, because consumers are paying more and more attention to their own skin health. Fang Li also announced this year that China-US laboratory and the research institute of Betaine Group, an investor, will carry out strategic cooperation to develop foundation makeup products with sensitive muscle direction; Guo Yu, the representative of the supply chain and the head of Taihe Biotechnology Incubator, revealed that Taihe Biotechnology has been promoting a liquid foundation with a human evaluation report on acne efficacy.

From the consumer’s point of view, the efficacy of skin care does have a certain degree of decision-making influence. Therefore, the key still lies in whether the upstream supply chain and brand, as suppliers, can come up with more logically complete and uninterrupted evidence chains to convince the whole communication ecology.

03, the weakness and armor of domestic makeup, make up the gap and give play to the advantages.

After talking about the underlying logic, let’s finally look forward to the upcoming competition situation in the cosmetics market in 2024, and after more than seven years of category take-off, more and more excellent and well-labeled domestic cosmetics stand firm in the market, and what gaps still exist between us and international brands. Of course, today’s domestic make-up is also excellent. We can’t sell ourselves short. We need to give full play to our advantages and gradually develop system efficiency from local efficiency.

Regarding the competition in the make-up market in 2024, several guests gave their own judgments:

It can be seen that in a more competitive environment, the era that is more suitable for high-quality brands will come. Although we still lag behind international brands in many aspects, now more and more domestic cosmetics brands stand at the level of 1 billion. They know the current weaknesses (weaknesses) and know how to arm themselves with stronger armor (strengths).

The weakness is obvious, and it is also a natural gap created by time:

On the technical level, some brands admit that there may be a gap of 30-40 years between China’s base makeup and leading markets such as Europe, America, Japan and South Korea. "For the same formula, China brands can achieve 85 points, while overseas brands can achieve 100 points. It seems that the gap is only 15 points, and it may take 30 years to catch up." Numbers are only the dimension of measurement, and we need more "artisans" and enterprises to make up for this lesson.

Hu Huan told a story. She once visited an overseas makeup factory and walked into their office. Six grandfathers added her. "This scene looks like their granddaughter, and this (technical) experience is brought by time."

And the accumulation of brand equity brought by time:

Of course, we also have a solid armor in growth, which is the localization advantage in the Asian and China markets, and China’s rapid self-iteration and breaking its own genes can shorten the time gap:

Visual design: Lele

Editor in charge: @ Summer Children’s Shoes

Martin Luther King, one of the victims of the "Anti-Spy Program" (Source: BBC)

　　Since the conflict between Russia and Ukraine, the United States has repeatedly smeared and framed China, and even claimed that "China assisted Russia in spreading false information". It’ s not surprising that it’ s like this. It is no longer news for the United States to spread false information to attack other countries, from "incubator" to "white helmet", from robin plan to "washing powder" incident … … Even for its own citizens, the U.S. government is not soft-handed, and it has done a lot of smearing and slandering. The cointelpro (or Counter Intelligence Program) is one of them.

　　The "Anti-Spy Program" is a series of secret and illegal activities carried out by the Federal Bureau of Investigation (FBI) in the 1950s and 1970s. It is called Anti-Spy, but in fact it is aimed at black civil rights groups, Indian civil rights groups, feminist groups, anti-Vietnam War organizations, communist party and other political groups regarded as "radical" by the FBI, and it uses various means to destroy them.

　　How does the FBI manipulate the "false information"? Taking black civil rights groups as an example, an FBI document shows that one of the purposes of the "anti-espionage plan" is to disclose, disturb, mislead, vilify or otherwise offset the influence of black nationalist activities. Among them, what they did to the black civil rights group "Black Panther Party" was the most representative. According to the book COINTELPRO Document: Materials for the FBI’s Secret War against Domestic Dissidents, the FBI believed at that time that the Black Panthers Party was most likely to be the catalyst for the American black liberation movement. According to the American Public Television Network (PBS), the Black Panther Party suffered the most in the "anti-spy plan". Of the 295 recorded actions taken by the "Anti-Spy Program" to disrupt black groups, 233 were aimed at the Black Panther Party.

　　In order to smear, the FBI used a trick called "informer jacket", that is, spreading false information, claiming that a member was an informant of the FBI. This will not only damage this person’s reputation, but may even threaten his personal safety. According to a Senate report, in San Diego, the police arrested four members of the Black Panther Party and a leader. Later, four members were released first and the leader was still detained. With the authorization of the FBI, rumors spread that the leader was a government informant, claiming that the leader was not released because he was cooperating with the police and would continue to provide information. The "Whistleblower Jacket" was also applied to Huey Newton, one of the founders of the Black Panther Party. In his doctoral thesis, he revealed that when he was released from prison, the FBI forged three letters in one week. In one of the letters sent to the new york office of the Black Panther Party, the FBI pretended to be Newton’s cellmate, claiming that Newton seemed to be cooperating with the authorities, that he enjoyed preferential treatment in prison, and that there were many "suspicious" private meetings, and advised other members of the Black Panther Party not to communicate with Newton.

　　In addition to the "whistleblower jacket", other smearing methods are also full of tricks. For example, spreading false news to create contradictions within the party, the FBI authorized forging the signatures of members of the Black Panther Party and sent a letter to the leaders of the Black Panther Party, accusing Newton of wasting party funds to buy luxury apartments. When the FBI arrested another Black Panther leader, angela davis, they forged several handwritten letters again, trying to prove that Newton was behind the scenes. In addition, the FBI’s false information attack also targeted the public welfare activities carried out by the Black Panther Party. For example, the Black Panther Party once launched a project to provide free breakfast for children in black communities. In order to undermine this project, the FBI secretly obtained a political propaganda cartoon that was rejected by the Black Panther Party, in which the police were portrayed as pigs. The FBI added the title of advocating violence to this cartoon, and issued thousands of copies in the name of the Black Panther Party, especially to those businesses that supported the breakfast project, rendering the violent image of the Black Panther Party, which led many suspicious businesses to withdraw from the project. According to the British "Guardian" report, the FBI issued a batch of children’s books under the guise of the Black Panther Party. The content was that blacks killed whites in order to instill the cruelty of the Black Panther Party in children. The mainstream media in the United States has also become a battlefield for the FBI to attack the Black Panther Party. According to a Senate report, the FBI encourages mainstream media to report stories that are unfavorable to the Black Panther Party and restricts people who sympathize with the Black Panther Party from expressing their views. In 1970, the FBI sent instructions to nine foreign offices.Ask them to broadcast news programs that denigrate the Black Panther Party.

　　The attack on the Black Panthers is a typical example of the FBI obstructing the black civil rights movement, and the FBI also persecuted Martin Luther King. From December 1963 until his assassination in 1968, Martin Luther King was the target of the "counterintelligence plan". An agent testified: "There is no limit to the means. We used similar technology to deal with Soviet agents, and now we use the same method to deal with any target we are eyeing. We don’t treat it differently. " According to the National Public Radio, as Martin Luther King became more and more famous, the FBI’s activities to discredit him increased. According to the Guardian in 2019, an American historian claimed that Martin Luther King’s friend raped a woman in front of him, based on the note left by the FBI when it was listening to Martin Luther King, and he just watched, smiled and gave advice to this friend. Many scholars criticized the evidence used by the historian as "irresponsible". Washington post reported that this FBI record happened at a time when the FBI was conducting a false propaganda campaign for several years to undermine Martin Luther King’s status.And once encouraged him to commit suicide.

　　The "anti-spy plan" has been going on for a long time, and the end is quite dramatic. According to Washington post, in 1971, a group of people sneaked into the FBI building and stole a large number of documents, including the "counterintelligence plan". As these documents were sent to the media one after another, the truth finally came to light.

　　According to the Guardian, the U.S. government spent about $100 million on the anti-espionage program. Washington post quoted Carl Stern, a veteran journalist who investigated the "counterintelligence program", as saying that the surveillance and harassment of the FBI had ruined countless lives. Another reporter, Betty Metzger, said that many blacks were falsely accused of going to prison because of the FBI’s perjury.

　　Spending so much manpower and material resources has caused so many tragedies, and the American government’s campaign of false information has left an indelible reputation. The Biden administration recently announced the establishment of the "False Information Governance Committee", claiming to combat and refute false information about American homeland security. As soon as the news came out, it immediately attracted criticism. On May 4, local time, Senator rand paul, a Republican of the United States, bluntly said in front of Secretary of Homeland Security Mayokas at a congressional hearing: "Do you know who is the biggest disseminator of false information in the history of the world? The US government. "

　　(Text/What Memory)

　　CCTV News:According to the news from the Center for Disease Control and Prevention in Yuhua District of Shijiazhuang City, from 0: 00 to 24: 00 on September 23rd, four new cases of asymptomatic Covid-19 infection were detected in a centralized isolation point. At present, all the tracked close contacts have been subjected to centralized isolation medical observation, and various prevention and control measures are being carried out in an orderly manner. The action trajectory is now announced as follows:

　　Asymptomatic infected person 7: the daughter of asymptomatic infected person 5.

　　From September 16th to 18th, I stayed at home in Sunshine 361 Community, Yuhua District, and my daily nucleic acid test was negative.

　　On September 19th, I sent my children to school at No.22 Jianming Road at 7: 30 and went to work at No.265 Zhongshan West Road at 8: 30. Get off work around 18: 00, go to the mother’s house in the same community around 19: 00, and then go home without going out.

　　On September 20th, I went to work at 8: 30. After work around 18: 00, I went shopping at the stationery store opposite No.22 Jianming Road. At 18: 50, I went to 36524 convenience store (Tangu East Street Store) to pick up the courier. At 19: 30, I went to my mother’s house and didn’t go out.

　　On September 21, as a close contact, he was transported to a centralized isolation point by a negative pressure ambulance. The nucleic acid test was negative that day.

　　On September 22, the nucleic acid test was negative that day.

　　On September 23, the nucleic acid test result was positive at the centralized isolation point, and it was transported to the designated hospital by the negative pressure ambulance on the same day.

　　Asymptomatic infection 8:

　　From September 16th to 17th, I stayed at home in the second district of Huaidi, Yuhua District, and my daily nucleic acid test was negative.

　　On September 18th, I stayed at home in the morning and afternoon. I drove to Zhengding County around 19: 00, shopped at Gaojia Chicken Juice Tofu Shop in Zhengding County around 20: 00, shopped at Xiaobai Fried String in Zhengding County at 20: 22, drove home at 20: 40, and didn’t go out afterwards. The nucleic acid test was negative that day.

　　On September 19th, I ate at Shaxian Snack Bar in White European Style Street at 7: 55, went to work at White Commercial Plaza at 8: 10, ate at a beef noodle shop in White European Style Street at 11: 38, and sent someone to see a doctor at No.36 Fanxi Road around 13: 00, then went back to work, and didn’t go out after picking someone up at No.36 Fanxi Road around 17: 00.

　　On September 20th, I went to work in the morning and afternoon, and went to my mother-in-law’s house in Huaidi District 1, Yuhua District at noon. At 18: 45, I went to the Guangwei snack bar in Fuqiang Street for dinner, and didn’t go out after returning home at 20: 10. The nucleic acid test was negative that day.

　　On September 21st, at 7: 15, I bought breakfast at Maisui Snack Bar in White European Style Street, ate at Shaxian Snack Bar in White European Style Street at 7: 30, went to work in the morning and afternoon, and went to my mother-in-law’s house at noon. At around 18: 00, I went shopping at Guo Qingji Spicy Gluten Shop in Yucai Street, and then I went home and didn’t go out. The nucleic acid test was negative that day.

　　On September 22nd, I went to work in the morning. At about 13: 00, he was sent to No.36 Fanxi Road for medical treatment. At about 15: 00, he went to No.300 Qingyuan Street for business. At 15: 30, he went to No.184 Huaizhong Road, Fuqiang Street for business. At about 16: 00, he returned to his unit. At about 17: 00, he went to No.36 Fanxi Road to pick him up and didn’t go out. The nucleic acid test was negative that day.

　　On the evening of September 22, as a close contact, he was transported to a centralized isolation point by a negative pressure ambulance.

　　On September 23, the nucleic acid test result was positive at the centralized isolation point, and it was transported to the designated hospital by the negative pressure ambulance on the same day.

　　Asymptomatic infection 9: the son of asymptomatic infection 8.

　　From September 16th to 17th, I stayed at home in the second district of Huaidi, Yuhua District, and my daily nucleic acid test was negative.

　　On September 18th, I stayed at home in the morning and afternoon. I went to Zhengding County by private car around 19: 00, shopped at Gaojia Chicken Juice Tofu Shop in Zhengding County around 20: 00, shopped at Xiaobai Fried String in Zhengding County at 20: 22, and went home by private car at 20: 40, and didn’t go out afterwards. The nucleic acid test was negative that day.

　　From September 19th to 22nd, I rode my bike to No.318 Yucai Street at 7: 20 every day, and rode home after school at 19: 15. Among them, the nucleic acid test was negative on the 21st and 22nd.

　　On the evening of September 22, as a close contact, he was transported to a centralized isolation point by a negative pressure ambulance.

　　On September 23, the nucleic acid test result was positive at the centralized isolation point, and it was transported to the designated hospital by the negative pressure ambulance on the same day.

　　Asymptomatic infection 10: the daughter of asymptomatic infection 8.

　　From September 16th to 17th, I stayed at home in the second district of Huaidi, Yuhua District, and my daily nucleic acid test was negative.

　　On September 18th, I stayed at home in the morning and afternoon. At 17: 30, I arrived at the Cultural Square opposite the community, shopped at Chengpu Supermarket (Huaidi Store) at around 18: 00, went home at 18: 30, took a private car to Zhengding County at around 19: 00, shopped at Gaojia Chicken Juice Tofu Store in Zhengding County at around 20: 22, shopped at Xiaobai Fried String in Zhengding County, and took a private car to go home at 20: 40, and didn’t go out afterwards. The nucleic acid test was negative that day.

　　On September 19th, at 8: 55, I took a private car to No.9 Fangbei Road for nucleic acid detection. I arrived at my grandmother’s house in Huaidi District 1 around 12: 00, and didn’t go out after returning home around 18: 00. The nucleic acid test was negative that day.

　　On September 20, I arrived at my grandmother’s house at 8: 30 and didn’t go out during the day. At 18: 30, I ordered at Zhang Juan Snack Bar in Yuhua District, went shopping at Sunshine Beibei Children’s Wear (Qingyuan Street Store) at 18: 43, picked up my meal at Zhang Juan Snack Bar in Yuhua District at 18: 50, and then went home. At around 21: 00, I took a private car to No.389 Zhongshan Road for nucleic acid detection, and didn’t go out after returning home at around 23: 00. The nucleic acid test was negative that day.

　　From September 21st to 22nd, I go to school at No.318 Yucai Street at 7: 40 every day, and go to grandma’s house at noon. Go to school at 318 Yucai Street at 13: 50. Among them, at around 17: 00 on the 21st, I went shopping at Chenguang Stationery Store, went shopping at Chen Jing National Fitness Center at 17: 30, and didn’t go out after returning home at 17: 40. On the 22nd, I went shopping at Chenguang Stationery Store around 12: 10, at Darcy Bar (White Flagship Store), at Huaidi Cultural Square around 17: 00, at Aurora Creative International Children’s Art on the 2nd floor of White Commercial Plaza at 17: 45, and at 18: 15, I went home and didn’t go out. The daily nucleic acid test was negative.

　　On the evening of September 22, as a close contact, he was transported to a centralized isolation point by a negative pressure ambulance.

　　On September 23, the nucleic acid test result was positive at the centralized isolation point, and it was transported to the designated hospital by the negative pressure ambulance on the same day.

　　Please take the following prevention and control measures for those who intersect with the above-mentioned activities: take the initiative to report the relevant situation to the community (village) and work unit, carry out nucleic acid testing as soon as possible, and cooperate with the prevention and control work as required; Do a good job in personal protection and try not to go out for home health monitoring; If you have fever, cough and other symptoms, you can call 120 to the designated hospital for treatment, and truthfully report your residence history and contact history to the medical institution.

　　Here, the residents are reminded not to panic, not to believe in rumors, not to spread rumors, to wear masks correctly, to wash their hands frequently, to ventilate frequently, not to gather, to take the initiative to inoculate COVID-19 vaccine and to take the initiative to carry out nucleic acid testing. If you conceal it and cause serious consequences, the relevant personnel will be held accountable according to law.

　　Shijiazhuang yuhua district disease prevention control center

　　September 24, 2022