Produced by famous producer Zhang Jiazhen and directed by mainland young director Lu Yang, Zhang Zhen, Liu Shishi, Wang Qianyuan, Li Dongxue, Nie Yuan, Zhu Dan, Zhou Yiwei, Jin Shijie, Ye Qing, Zhao Lixin and many other powerful and popular actors starring, known as the most passionate movie of 2014, and the only romantic martial arts masterpiece in the summer will be released nationwide on August 7. Today, the film released stills of "The Ultimate Battle". In the stills, Zhang Zhen, Nie Yuan, and Zhou Yiwei are fighting for their lives on the grassland, and the war is in full swing. According to director Lu Yang, Zhang Zhen and Nie Yuan encountered acclimatization when filming this scene, but they still insisted on filming and were very dedicated.

　 　 The plot of the romantic martial arts giant "Embroidery Spring Knife" is quite tortuous. The three brothers of Jinyi Wei, played by Zhang Zhen, Wang Qianyuan and Li Dongxue, fall into the "Rashengmen" of life and death because of a secret order from Nie Yuan, the governor of the East Factory, and become "a group of ants that can be trampled to death at any time" as the villain Nie Yuan said. But what he never expected was that it was these "ants" who unyielded to fight against fate. The stills exposed this time are the stills of Shen Lian, played by Zhang Zhen, Ding Xiu, played by Zhou Yiwei, and Zhao Jingzhong, played by the villain Nie Yuan, and his henchmen in the grassland.

　 　 In the stills, Zhang Zhen, who took off his flying fish suit, was dressed as a hunter, holding a sharp-edged embroidered spring knife, and fighting with Nie Yuan, who had shaved his head and left a small whip. At this time, Zhang Zhen had a murderous look on his face, and the embroidered spring knife in his hand went straight to Nie Yuan’s key points, while the big villain Nie Yuan was full of violence, and his fierce attacks were continuous, and he stabbed Zhang Zhen in the shoulder with a rifle. During the battle between the two, the swordsman wielded long knives around him, and fought the impact of dozens of cavalry alone on the prairie. The tragic shape of the blood splattered all over his body made people couldn’t bear to look directly.

　 　 Director Lu Yang said that although the final presentation of "The Ultimate Battle" was very good, it was also very "tragic" at the time of filming. Because the crew went to Inner Mongolia to shoot this scene just in time for the beginning of autumn, the whole team suffered from vomiting and diarrhea because of the lack of acclimatization. "The serious thing is that when they leave work in the morning, they have to go to the hospital to make a hanging bottle, and then go to the team to work and change another colleague to go to the hospital." Since the filming was coming to an end at that time, the whole crew was insisting on filming the play well. Although the stars Zhang Zhen and Nie Yuan were also having a tummy, they still insisted on filming the play every day, and Zhang Zhen was even more optimistic. Every morning, he would jokingly ask people "Did you pull it today?". The atmosphere of the whole crew was still very relaxed and happy.

　　Entering the summer vacation, the urban idol drama "Hard Love" starring Deng Chao was widely praised after it was broadcast. Deng Chao played the young, rich and elegant "Diamond King" Meng Hao in the play. He fell in love with a beautiful woman at first sight, spent money like a land, and finally achieved a beautiful marriage between a prince and Cinderella.

　　Seeing such a plot summary may make many viewers dismiss it, thinking it is an old-fashioned and vulgar romance drama that is completely unrealistic. However, on the afternoon of the 3rd, Deng Chao repeatedly emphasized in a telephone interview with reporters that he hoped the audience would not put on tinted glasses first. He wanted to show how a man was "reasonably successful" in this love story, and how he changed from "devil to angel" under the influence of love.

　　Talking about the role of the new drama waiting for the "fifth diamond king"

　　The character played by Deng Chao in "Difficult Love" is young and handsome, smart and capable, elegant in temperament, and rich in wealth. Women are loved by everyone, and men are envied by everyone. It is no wonder that the original name of this drama is "Difficult Love of the Fifth Diamond King". The topic of the interview starts with "The Fifth Diamond King". Since his debut, Deng Chao has played many roles, whether it is the young emperor in "Young Emperor" and "Young Kangxi", or the high-ranking children in "Happiness is Like a Flower" and "Sweet Honey", which seem to be more or less "The Fifth Diamond King". Does Deng Chao like this feeling of being the Fifth Diamond King?

　　Deng Chao replied with a smile: My idea may be the opposite of yours. First of all, the emperor is by no means "the fifth of the diamond king", and the children of high-ranking cadres are not "the fifth of the diamond king". "the fifth of the diamond king" is a foreign word, and according to its original meaning, it means a rich single man. I understand what you mean. What you said is that the characters I play have a sense of superiority, but the sense of superiority is also very different. The young and frivolous young of a young and mature man have a sense of superiority, but the feeling is very different. When I play the role of Meng Hao this time, I actually want to show a story of a man who has achieved reasonable success through hard work and struggle. This "the fifth of the diamond king" is not a playboy, but a respectable successful person.

　　Deng Chao also told reporters that the "Fifth Diamond King" character is still his transformation work, "no longer young and frivolous, but mature and experienced." Deng Chao revealed that he had to wait for the role. "Director Tian Youliang had this book a few years ago, but I didn’t think I could play Meng Hao at that time, because I lacked the temperament of a mature man. The director waited for me for several years, until I had a sense of age because of my training, and could be qualified for this" Fifth Diamond King "role."

　　Talking about love, love is actually a matter of one person

　　"Difficult Love" asks the audience a social question – whether love is pure or not after being mixed with matter? How does Deng Chao himself answer this question? "I don’t think love must be insulated from material conditions, and in real life this is impossible. Whether material things can be mixed into love depends on the specific situation. For example, in the play, Meng Hao sincerely uses money to help his sweetheart, I don’t think there is anything wrong with it."

　　Deng Chao and Sun Li are "golden boys and girls" in the entertainment industry, and their love can be said to be a good story in the circle. However, before this interview, Deng Chao made it clear that he did not want to talk about Sun Li, because the two hoped that the media and the public could give them a certain amount of personal space, which would be conducive to the development of their relationship. The reporter expressed his understanding, but the topic talked about the concept of love and whether he believed in love at first sight. Deng Chao still talked about his understanding of love, "The love I understand is still more real and practical. I think love needs to be truly paid and think about the other party. I often say that love is a matter of two people, but in fact it is a matter of one person. That is to say, when you say I love you or she (he) loves me, you need to take action and give something. Only in this way can you be worthy of love. "

　　On the Key Development of the Career Shrinking Front

　　From "Happiness is like a Flower", "Sweet Honey" to now "Difficult Love", Deng Chao’s love-themed TV dramas are almost one hit and one hit, which also established his status as a popular idol. However, there are recent rumors that Deng Chao will no longer act in emotional TV dramas in the future. Asked about this question, Deng Chao said: "This statement is not accurate. What is an emotional TV drama? I am afraid that any TV drama with any theme cannot be separated from emotion, right? If there is no emotional factor, can it be said to be a drama? If you are talking about love TV dramas, I will take less, at least I will not repeat similar roles I have shot before. Breakthrough and transformation have always been my pursuit, but there is no certain direction. Trying freshness is my consistent pursuit. For example, this time Meng Hao is a character I haven’t tried before. "

　　In response to rumors that Deng Chao will release his debut album in the second half of the year, Deng Chao said that the album is in preparation, but it may be put on hold for a while. He feels that his development should be focused and not too long. He is currently working on a new book – "Chao and Superman", which is a travel toolbook designed to introduce readers to the cultures and customs of the world. Each chapter will invite a celebrity to travel with Deng Chao to a country. For example, the first chapter is to travel with Wang Zhongjun to New Zealand and tell the story of the movie in the world-famous movie shooting mecca.

　　Recently, it was rumored that Deng Chao would star in the TV drama "Lei Feng" directed by Zhao Baogang and play the role of Lei Feng. When the reporter asked him for the exact news, Deng Chao said that he had heard the news for the first time. He felt that Lei Feng was an idol of all Chinese people and was very respectable, but he did not receive a clear invitation.

Editor in charge: Zhang Renhe

　 　 The most classic Chinese kung fu film is about to be remade again. The reporter learned from the filmmaker yesterday that "Huang Feihong’s Hero has a Dream", which is jointly invested by Anle Film Co., Ltd., Wanyuan Gravity Film Co., Ltd., Shengfei International Digital Special Effects Production Co., Ltd. and other parties 80 million RMB, will start filming in Shanghai and Wuzhen. The film recruits the strongest soldiers in the Chinese film industry, and in line with the tenet of "challenging the classics and replicating the classics", creates a new version of the classic kung fu film and pushes it to the world. At the same time as announcing the shooting plan, the filmmaker also announced the first batch of main creators yesterday, and all stars such as Hong Jinbao, Jing Boran, Wang Zulan, Zhang Jin and Feng Jiayi joined. Jiang Zhiqiang, Liu Erdong and Ho Yunming are the film producers, the director is Chow Hsien Yang, and the screenwriter is Du Zhilang, a talented Hong Kong woman. At the same time, Yuen Kui is the action director, and Liu Fang is the martial arts director. The most talked-about role of Huang Feihong remains mysterious.

Challenge the classics, copy the classics

　 　 "Wong Fei Hung’s Heroes Have Dreams" was produced by former gold producer Jiang Zhiqiang. Directed by Hong Kong director Chow Hsien Yang, the former director of "The Great Hunt" and the latter is the screenwriter of He.

　 　 After 20 years of filming Tsui Hark’s version of "Wong Fei Hung", it is no small ambition to challenge the kung fu classics again. In this regard, Mr. Jiang Zhiqiang said that this move is actually to make some efforts for the kung fu genre. "I have sold a lot of films abroad, and I deeply feel that only kung fu films can travel all over the world in Chinese movies. But after so many years, in the Chinese film world, there are fewer and fewer creators who can really make kung fu films. If you don’t make a classic, I am afraid that it will become a swan song. And’Wong Fei Hung ‘is the pinnacle of kung fu movies. We don’t want to challenge the classics, we only want to be able to copy the classics and leave the world a good
"No one has brought Wong Fei Hung to the big screen for more than 20 years," the director, Chow Hsien Yang, emphasized. "This is the longest’Wong Fei Hung vacuum ‘in Chinese film history since the 1950s. So this year is the best time to reshape the’new Wong Fei Hung series’. After a long preparation, I am full of confidence in it."

Real boxing, real kung fu

　 　 Continuing the previous Xu Ke version of the "Huang Feihong" series, this time "Huang Feihong" is subtitled "Heroes Have Dreams". It tells the story of the late Qing Dynasty, by the Pearl River wharf in Guangzhou, the Black Tiger Gang carried out despicable human trafficking activities. Huang Feihong was very anxious when he saw it. He and his friends cleverly set a trap, saved the poor, created a new world with their hands, and began Huang Feihong’s legendary life…

　 　 "Wong Fei Hung is an example of an Oriental superhero. This time’Wong Fei Hung ‘wants to talk about dreams, the spirit of’knowing that you can’t do it and doing it’. In times of despair, with personal will, self-improvement belief, and strong physique, you can achieve the impossible. I firmly believe that perseverance is the final victory. Start with your own beliefs and expand them to infect others and unite everyone. This is: Wong Fei Hung." Zhou Xianyang introduced that the film will retain the essence of many "Wong Fei Hung" movies. "The biggest feature is that all our actors must really fight real punches and have real kung fu. Therefore, every actor who enters the group to act will basically come to practice in advance. So far, everyone’s progress has been rapid, which makes me very confident in the movie."
It is reported that in order to show the real boxing and real kung fu, the film also specially invited the international action director Yuan Kui as the action director to train the actors in martial arts moves. At the same time, the famous Nanquan master was also invited to teach boxing for several main creators. "I know that filming’Wong Fei Hung ‘is very stressful, but our determination is greater, and perseverance will be the greatest," the director said.

Hong Jinbao led Jing Boran to join

　 　 Since the real boxing is real kung fu, the cast of "Wong Fei Hung’s Hero has a Dream" is also highly anticipated. Hong Kong movie veteran actor Hong Jinbao, film and television song king Jing Boran, kung fu star Zhang Jin, as well as popular superstar Wang Zulan and powerful actor Feng Jiayi are the first to be announced.

　 　 Among them, Hong Jinbao is the big brother of kung fu movies, leading "Qi Xiaofu" including Jackie Chan to pioneer a new genre of Chinese movies. Joining "Huang Feihong" this time is also intended to revive kung fu movies and create a new world of movies in this genre. Jing Boran, the little king of the mainland, has starred in just a few years, and Teng Huatao’s new play with him as the male lead is about to be released. It has been regarded as one of the most promising male actors in the industry in the future.

　 　 The actor, Zhang Jin, is a national champion of martial arts in Chen-style tai chi and tai chi swords, as well as a champion of spear and swordsmanship. He has appeared in several kung fu movies, including the impressive Ma San in Wong Kar-wai. Wang Zulan played a character in "Wong Fei Hung," challenging his comedic character. As for Feng Jiayi, who has performed splendidly in TV series such as "Double-sided Tape," "Wo Ju Ju" and "Naked Marriage Times," this time he will play the boss of the Black Tiger Gang in "Wong Fei Hung," which is his period costume debut.

　 　 The director, Chow Hsien Yang, said that he had spent months watching the actors’ works and trying on makeup. "This story needs a big brother like Samuel Hung to be in charge, and we also hope that a group of young people such as Jing Boran will bring more youthful elements to the film." He also revealed that Hong Jinbao will play a domineering villain in the film this time. However, the director said that there is still suspense about the choice of the core character Huang Feihong.

　　Yesterday morning, Beijing time, just a few minutes before the China women’s volleyball team won the championship in Rio, good news came back from Kansas City, Missouri, USA. Hao Jingfang, a female writer, won the Best Short Story Award in the 74th Hugo Award for her "Folding Beijing". Hugo Award is known as the Nobel Prize in Literature of science fiction, which is the second China writer to win the award after Liu Cixin’s Three-body. In her speech, she said, "I don’t want my novel to come true. I sincerely hope that the future will be brighter."

　　acceptance speech

　　I hope the future is brighter.

　　Last year, Liu Cixin won the Hugo Award with the English version of Three-body, which promoted the development of the whole science fiction industry in China. This year, Hao Jingfang continued to heat up from being shortlisted to winning the award again. Coincidentally, the English translators of their winning works are both Chinese science fiction writers Liu Yukun. At the end of April this year, Hao Jingfang won the attention of domestic publishers after being shortlisted for the Hugo Award. First, he published the autobiographical novel Born in 1984, and then he concentrated on publishing Lonely Deep, Far Away and Wandering Sky.

　　In the face of outside enthusiasm, Hao Jingfang himself is relatively calm. In an interview with the Beijing Times, she said that she didn’t want to create a cage for herself. "Too much attention may not be a good thing, which will affect the pace of life." Before the winners were announced yesterday, she was in a normal and tangled state. On the one hand, she felt that "winning the prize was not completely unexpected", on the other hand, she was thinking about going to the loser’s party.

　　When Hao Jingfang delivered her acceptance speech, she expressed her thoughts on the plot setting in the novel. She said, "Science fiction writers like to consider all possibilities, good or bad, lucky or unlucky. They will discuss what strategies to adopt to deal with aliens and so on. Basically, they live in countless parallel universes. In the novel Beijing Folding, I put forward a possibility of the future and faced various problems. At the same time, I also put forward a solution, which is obviously not the best result, but it is not the worst. I personally don’t want my novel to come true. I sincerely hope that the future will be brighter. "

　　Inner circle reaction

　　Liu Cixin: I find it hard to believe that she wrote it.

　　China’s science fiction literature circle is not big, and Liu Cixin has always appreciated Hao Jingfang. He once compared Hao Jingfang’s style with the works of science fiction master Ray Bradbury, saying that "she sprinkled a poetic sunshine on our common science fiction themes". At the Shanghai Book Fair yesterday, Liu Cixin launched and signed the English version of the trilogy "Three-body", and nearly a thousand copies were signed on the spot, which shows the popularity.

　　After learning that Hao Jingfang won the prize, he first expressed his congratulations. When talking about the work "Beijing Folding", Liu Cixin said that it was well written: "This work is very different from her previous works. If you just show me this work, I can hardly believe that it was written by her. Jing Fang’s previous works are very beautiful and elegant, and because she has a doctorate in economics, her settings are all based on the economy. " Hao Jingfang once said that her novel wanted to write the "warmth" of this cruel setting.

　　During the signing process, a reader asked Liu Cixin if he would write short stories in the near future. Liu Cixin said: "At the beginning, I wrote a lot of short stories, mainly because it was difficult to send long stories at that time." In just two years, Chinese people’s enthusiasm for science fiction has rapidly warmed up. Yao Haijun, editor-in-chief of Science Fiction World magazine, believes that Liu Cixin’s award has ignited Chinese people’s enthusiasm for science fiction, while Hao Jingfang’s award will help readers adjust their mentality to normal.

　　Who’s Hao Jingfang?

　　Hao Jingfang was born in Tianjin in 1984. At the age of 9, he read "100,000 Why" and decided to become a scientist. In 2002, he won the first prize in the 4th New Concept Composition Competition. When she was shortlisted for the Hugo Award, a Zhihu netizen said, "This girl was a scholar in the class next door that year. The ranking she took in the new concept composition seemed to be enough for the Chinese Department of Peking University to be exempted from the exam, and then she was admitted to the Physics Department of Tsinghua. At that time, I also thought that this kind of learning god appeared in the list of scientific research cows a few years later. As a result, I saw that she was nominated for the Hugo Award. It was really IQ crushing all the time. "

　　In 2006, Hao Jingfang graduated from the Department of Physics in Tsinghua University and entered the Tsinghua University Astrophysics Center. In this year, he officially began to write science fiction. So far, he has published the novel Wandering in the Sky, the collection of short stories, such as Star Traveler, Far Away and Lonely Deep. Later, Hao Jingfang transferred to Tsinghua University School of Economics and Management to pursue a doctorate, and in 2013, he began to work for China Development Research Foundation.

　　In the novel "Beijing Folding", she fictionalized Beijing as a triple space, and people in each space were in different situations. The protagonist was a garbage man, Lao Dao, who ventured to deliver letters in other spaces in order to pay the kindergarten tuition for the picked-up children. At present, the novel is included in the new book "Lonely Deep". In addition, the reporter learned from Palm Reading Technology that the electronic version of "Lonely Deep" has downloaded more than 300,000 copies in just two months since it was launched on June 17.

　　Jinghua Times reporter Tian Chao

Chupin, 21st Century Innovation Capital Research Institute

With the rise of Z generation and social platforms in China, in the past two or three years, a large wave of e-commerce has appeared in the outlet of new consumption, and countless new consumer brands have sprung up. With the help of online celebrity’s new traffic portal, through cooperation with Li Jiaqi, Viya and massive Xiaohongshu KOC, it seems that the brand has become popular and "out of the circle" overnight.

Behind the rapid rise of domestic beauty is the blessing of capital. According to the "2021 Beauty Industry Trend Insight Report" released by CBN Data, in 2020, the beauty industry disclosed that the investment and financing amount was 4.812 billion yuan, a growth rate of 324% compared with 1.135 billion yuan in 2019. With Dongfeng, Perfect Diary and Winona’s IPO, Winona’s parent company Betaine (300957) went public in March this year.

Starting with flow

Back in 2016, Huang Jinfeng just stepped down from Yu Nifang and established Yixian E-commerce (YSG.N). The company name is Huang Jinfeng to pay tribute to his alma mater, Sun Yat-sen, and Chen Yuwen and Lu Jianhua, the co-founders of FMCG brand, are friends of Huang Jinfeng’s college classmates for many years. Zhang Lei of Gaoyan Capital once asserted that China must have a chance to give birth to a new L ‘Oré al, but is the "new L ‘Oré al" a perfect diary? Perhaps it is still open to question.

Undoubtedly, the capital blessing of the "golden owners" has provided it with a steady stream of power. Since March 2017, Yixian E-commerce has launched the first perfect diary of cosmetics brand. With its cost-effective products featuring "big brand replacement", it has a consumer group that meets its positioning among many high-end brand cosmetics. Whenever users have complaints about the experience of perfect diary products, there will always be something like "only a few tens of dollars, what else do you want!" Comments. In a short period of three and a half years, Yixian E-commerce has completed seven times of financing and gone to IPO, and the capital lineup behind it is also extremely luxurious, including Gaoyan Capital, which holds 13.8%, Zhenge Fund, which holds 10.5%, and Gaorong Capital, which holds 9.2%, as well as many big-name investment institutions such as Boyu Capital, Tiger Global and Sequoia China. It has been revealed that in last year’s round of financing, "new shareholders came in by grabbing, otherwise they were done by old shareholders."

Obviously, the business model of Perfect Diary is the most typical "Internet play" in recent years. It was pushed to the market after relying on funds to seize the market crazily, and its fast-moving speed is also a "double-edged sword". According to the national enterprise credit publicity information system, there are 38 patents of Perfect Diary (Yixian E-commerce), all of which are appearance patents, and there is no core R&D patent information such as component technology.

From 2018 to 2020, the sales and marketing expenses of Yixian e-commerce were 309 million yuan, 1.251 billion yuan and 3.412 billion yuan, respectively. The overwhelming advertisements revealed the new generation of consumers’ cognition of the perfect diary. In fact, spending money on marketing has achieved a lot. Generation Z has gradually become the main force of consumption. Nowadays, brands can quickly establish consumers’ minds and brand awareness by using the effects of online celebrity and stars. Packaging theme design with "ingenuity" and "face value" and cross-border joint names can quickly capture consumers’ hearts. In the beauty track, cross-border joint products have exploded in just three years, with a growth rate of nearly three times.

The turning point occurred in February 2018. The keen marketing team of Perfect Diary found that many users published brand color testing and grass planting content on Little Red Book. Planting grass on the surface is actually dark and wide, which makes Perfect Diary see the possibility of new users’ growth. The data shows that in June 2017, the number of users of Little Red Books was only 50 million, but it surged to 100 million yuan in March of the following year, and the user activity was close to 30 million, three times that of a year ago. Perfect Diary rode the express train of Xiaohongshu, and the sales volume was singing all the way.

Product dilemma

However, beauty brands have to speak with products after all. Despite the large number of new products on the Perfect Diary, there is still no impressive and timeless big single product. On the cost side, big single products do not need to be upgraded repeatedly, which is difficult to be eliminated and does not require high new product promotion fees. However, the money of the perfect diary is spent on advertising, and the product research and development that needs real money most is far from enough. Perfect Diary’s R&D expenditure in 2020 is only 67 million yuan, accounting for 0.93% of revenue. In 2018 and 2019, it is only 3 million yuan and 23 million yuan.

As a result of the lack of research and development, although the products are dazzling, they have always changed their forms and the repurchase rate is not optimistic.According to the data of CICC Research Institute, after trying to cooperate with Xiaohongshu, Tik Tok and KOL, the sales of Shiseido, L ‘Oreal and Estee Lauder all increased by more than 60% in 2020, while the sales of Perfect Diary increased by only 22%. In addition, another major "injury" of Perfect Diary is its low gross profit, which positions the brand as "big brand replacement", but its gross profit margin is 10% to 20% lower than that of Estee Lauder and Huaxi Bio. If you want to break the dilemma of low gross profit, the simplest and most direct way is to raise the price, but rashly raising the price will inevitably affect the biggest "advantage" of the perfect diary-cost performance. Therefore, Perfect Diary came up with the method of "reducing the quantity without reducing the price". Under the condition of normal lipstick net content of 3 to 4 grams, the "small heel" lipstick is only 0.8 grams.

At present, there are more and more enterprises on the national makeup track, and with the extrusion of foreign competing products, "cost performance" is no longer the most important cornerstone for domestic products to break through. At the moment when market recognition is increasing, quality is the goal that domestic beauty brands need to pursue.

Today, the domestic beauty industry has a perfect supply chain and industrial chain, which provides a very fertile soil for domestic brands to go to sea.According to CBNData’s "2021 Beauty Industry Trend Insight Report", Guangzhou has become a well-deserved incubator for new beauty consumer brands.According to the report data, nearly three-quarters of Tmall sellers in Guangzhou are mainly engaged in "face value industry" such as beauty care, which is 1.6 times of the national proportion; Guangzhou has more than half of the number of domestic cosmetics companies filing.In the past three years, the sales of Guangzhou beauty and skin care brands on Tmall platform have nearly tripled, such as Perfect Diary, Flower West, Tangduo, Zhiben and Runbaiyan.

Obviously, the biggest possibility for domestic brands to choose to go to sea is that their domestic losses are serious, and they urgently need to open up new markets and take international routes to raise prices for future research and development of high-end products.With the listing of Yixian e-commerce, I once said that I would take the perfect diary of domestic brand Thorn Road. The best interpretation of going out to sea is to try to acquire international brands and then turn to high-end market development.On October 30, 2020, Perfect Diary announced that it had reached an agreement with Pierre Fabre Group of France to acquire its high-end beauty brand Galénic；; On March 2, 2021, Perfect Diary said that it had reached an agreement with Manzanita Capital, a venture capital institution headquartered in London, to acquire its high-end skin care brand "Hermes in makeup remover" Eve Lom.The successive high-end acquisitions have made Perfect Diary’s cash flow tight. According to the annual report, the net cash flow generated by Perfect Diary’s annual business activities in 2020 was 983 million yuan.

At present, the most popular beauty products are lipstick, eye shadow and blush. According to the data of China Commercial Industry Research Institute, the export volume of beauty cosmetics and toiletries in China in 2020 is 999,000 tons, up by 4.3% year-on-year. With the help of e-commerce brands such as Tmall and Amazon, it is easier for new brands to go to sea.

In the future, it is still unknown that the perfect diary plan will cost billions of dollars in marketing expenses. However, when the heat and sales shine, will the perfect diary develop "luminous" products that will make the market refreshing?What consumers are more concerned about is how to gain a foothold in the market where new products are repeated after eating the perfect diary of traffic bonus.

The product business model of Perfect Diary is DHC, that is, Direct to Customer. In the list of foundries published in Perfect Diary, Ying Teli, Kosmeishi, Shanghai Zhenchen, etc. are all foundries of internationally renowned big-name nature halls, Polaiya, Dior, Chanel and Maybelline. With years of OEM experience,These foundries also have both design and R&D capabilities. It is not difficult to understand that behind the endless stream of new products, the R&D expenses account for only 0.9%.What will be the next step of the perfect diary under the loss? Obviously, the product quality of Perfect Diary can’t compete with the same brand, but the price is in an awkward position of "more than enough, more than enough". Consumers are paying for its "eye-catching" theme and packaging, and the name of "ZARA in beauty industry" is well deserved.

Although the performance of Marubi Co., Ltd. (603983) does not rely too much on marketing, it is also labeled as "single product". Marubi Co., Ltd. has three brands: Marubi, Chunji and Love Fire, and its core brand and revenue force are Marubi, which accounts for more than 90% of the company’s total revenue all the year round.

The advantage of Marumi lies in the solid foundation of its inherent customers. Since 2017, Marumi’s net interest rate has always remained between 20% and 30%, and Polaiya (603605) has also remained above 10%.

Track change

It is not easy for Marubi to cultivate high-end products and face the fierce competition in the cosmetics market with high gross profit margin when only Marubi brand stands out.Marubi’s gross profit margin in the first quarter of 2021 was 63.91%, which was 2.29 percentage points lower than the 66.20% at the end of 2020. Compared with the gross profit margins of benchmark enterprises Polaiya (64.09%) and shanghai jahwa (64.56%) in the first quarter of 2020, Marubi no longer has the advantage of high gross profit margin.

At the moment when the explosion of beauty products has sprung up, Marubi shares urgently need to find new consumption points to make consumers pay for high prices, so as to seize new profit growth points and highlight the encirclement. It is worth noting that on November 12, 2020, Marubi announced that it planned to abandon the original "make-up" fundraising project. The investment in the new project is estimated to be 276 million yuan, which will mainly focus on skin care products, supplemented by make-up products. After completion, it is expected to add 3,382.5 tons of skin care products and 200 tons of make-up products, fully reaching the annual output value of about 596 million yuan, which will continue to deepen the layout of the company’s skin care industry chain.

From this point of view, Marumi shares plan to abandon the fast-growing makeup track and turn to the skin care track.Not only that, Marumi shares also intend to invest in food and beverage and new retail consumer industries. On October 29th, 2020, Marubi announced that the company intends to jointly invest with several partners to set up an industrial fund with a scale of 100 million yuan, which will mainly invest in domestic and foreign high-quality or high-growth enterprises in consumer industries related to food and beverage, condiments and new retail, so as to build an ecological circle of food industry. One of the limited partners is Shanghai’s "coming to Iraq".Marubi Co., Ltd. said that this investment direction has a certain correlation with the company’s main business, mainly functional foods related to beauty.

The domestic beauty cosmetics who are striding forward all the way, the "circle" is getting bigger and bigger, but it seems to be getting farther and farther away from what people expect.After the rapid rise of national cosmetics with capital, what will be the next step? After the "fan economy" and "face value economy", Chinese cosmetics still need to rely on high-quality differentiated items to gain a foothold in the market.

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