分类： sangna

BEIJING, Beijing, May 27 (Reporter Bian Liqun) "Shanghai Shenhua goalkeeper Ma Zhen committed violent acts and punched the opponent’s player in the face. He was suspended for 5 games and fined 50,000 yuan; Rodriguez, a foreign aid from Meizhou Hakka, carried out non-sports behavior and used insulting gestures to the opposing players. He was suspended for 4 games and fined RMB40,000. "

On the evening of 26th, China Football Association issued another heavy ticket. This is already the second consecutive round of the Super League, and two players have been severely punished for violence on the field.

Recently, football in China is full of anger, and in addition, the referee is insulted in the game and accused by social media. Since May, the China Football Association has issued as many as 21 tickets, most of which are concentrated in the past half month.

Jia Desong (left) and Aziz, who had been severely punished before, were in the game. China News Service reporter Wang Gang photo

The fire can’t be suppressed again.

The league has returned to the home and away games, and the fans have returned to the stadium. This season, the Super League is very popular. However, recently, there has been a lot of anger.

Of course, every season, there will inevitably be angry scenes. At the beginning of last season, just after two rounds of competition, the Super League created nine red cards and five tickets.

In contrast, this season, it is an improvement to enter the third node of the league and get frequent fines.

Data Map: In the Super League last season, referee Li Haixin showed a red card to Shi Ke (first from left). Image source: IC photo

Since the fifth round, the fire in the Super League has gradually started. Sunic, the foreign aid of Henan team, pushed down Fang Hao, a teenager from Beijing Guoan, and was suspended for five games by China Football Association, and fined 50,000 yuan.

In the same round of competition, Fan Bing, an official of Nantong Zhiyun Team, was banned from entering the competition stadium for one game and fined RMB10,000 by the Football Association for publishing the contents of questioning the referee in the WeChat circle of friends.

Coincidentally, Xie Hui, the coach of Dalian People’s Team, was also banned from entering the competition stadium for one game and fined RMB 10,000 for publishing the contents of the penalty dispute on social media.

Data Map: Xie Hui directs the competition in the stands. Image source: IC photo

As Nantong Zhiyun sent a long article in response to the Football Association’s fine on May 16th, the fire reached a new height.

"The facts on which the penalty decision is based are unclear and are not within the jurisdiction of the Football Association Disciplinary Committee, and the applicable rules are inappropriate; Moreover, although the punishment decision shows that there is a’ description of the parties’ by applying the template, in fact, it did not give our club or Fan Bing any opportunity to communicate, explain and defend themselves, and never held an interview meeting or hearing under the rules, lacking due process. "

"If such’ punishment decisions’ that lack legal basis and express personal opinions are allowed to flood, it will inevitably lead to illegal restrictions on the legitimate freedom of expression of football players and lead to a chilling effect."

Until now, the China Football Association has not responded to this. And a wave of unrest, a wave of rise again.

Data Map: Xie Hui directs the competition in the stands. Image source: IC photo

In the match between Tianjin Jinmen Tiger and Shandong Taishan Mountain on May 19th, Jia Desong, a foreign aid of Taishan Team, punched Beric, a foreign aid of Tianjin Jinmen Tiger, and the latter was injured. Jia Desong was finally banned for five games by the China Football Association and fined 50,000 yuan.

In the same round of competition between Wuhan Sanzhen and Chengdu Rongcheng, Aziz, a foreign aid from the three towns, trampled on his opponent’s leg and was banned for four games and fined 40,000 yuan.

Next, Shanghai Shenhua goalkeeper Ma Zhen and Meizhou Hakka foreign aid Rodrigo.

Why are you so angry?

Recently, the violence in China football field has been concentrated, which has to cause a question: Why are people so angry?

This season’s return to the home and away Super League, although the star flavor is insufficient after the loss of big-name stars, the game is still quite fierce.

To a certain extent, some of the anger also comes from this. Under the competition for every inch of land on the court, coupled with the blessing of the players’ own hormones in the game, irrational behavior is prone to occur.

This season’s Super League is hot at home. China News Service reporter Han Haidan photo

However, combing down, the source of a lot of anger comes from some penalties.

For example, Fan Bing, an official of Nantong Zhiyun, and Xie Hui, the coach of Dalian, made speeches on social media, all of which were aimed at the referee’s penalty.

In the match between Tianjin Jinmenhu and Shandong Taishan, the players of the two teams have accumulated anger for a long time. Before Jia Desong’s boxing behavior, the fighting action has gone beyond the normal range. Unfortunately, the referee on duty failed to control the field well, which indirectly led to a large-scale conflict at the end of the game. All kinds of chaos have buried the original excitement of this goal war.

Sunic, a foreign aid from Henan province, and Aziz, a foreign aid from three towns in Wuhan, were given additional punishment for their violent behavior, but in the game, the two referees on duty only showed them yellow cards.

The Wuhan Three Towns team punished Aziz for one dollar and responded to the ticket in disguise.

Another big source of anger is the intensive schedule. Since the start of the game on April 15th, the Chinese Super League has played 9 rounds in more than one month, with each team playing once every 4 days on average.

Under the long-term consumption of double matches in a week, the players are inevitably tired of fighting, which further increases their anger.

Data Map: This season’s Super League competition. China News Service reporter Futian photo

Sparse fire can reduce fire.

Objective factors, such as the intensive schedule and the referee’s ruling level, cannot be changed in a short time. Therefore, the way of suppressing fire, which is similar to punishing improper remarks, can not reduce the fire well, but is easy to be swallowed up by fire.

Therefore, Nantong Zhiyun, Wuhan Sanzhen and other clubs responded fiercely, and the behavior of club officials abusing referees on the court and questioning referees on social media off the court became more and more concentrated.

Fans in the stands and on social media are also angry.

For the current football in China, communication needs to be strengthened, and all parties need to reduce the fire.

In fact, in the 2021 season, the Super League used the mechanism of publicly responding to controversial penalties, but it did not last long, and such responses disappeared.

In addition, some fans suggested that it is possible to reconsider choosing an international referee in some 6-point battles related to championship or relegation.

Although this move may not necessarily put an end to the phenomenon of questioning the referee and the misjudgment and omission in the court, it can still alleviate the anger caused by various trust crises.

In any case, it is really precious that the league resumes home and away games, fans return to the stadium, and some stadiums even have a hard-to-find ticket. Football practitioners in China should cherish this fire, not anger. (End)

World football plays well every Friday.

The fifth goal, Bayer Leverkusen midfielder Velc, flicked around in the penalty area and singled out the other team’s entire defense. In the face of the opponent’s five-person double-team hitting the hand near the corner, with such performance, it seems that it is difficult for Vilt to stay in the pharmaceutical factory.

The fourth goal Tristan corner kick directly scored. This goal requires not only superb footwork, but also strong self-confidence. The corner kick directly breaks the door, and the high arc is the secret.

The third ball was hung upside down in the restricted area of Mitrovic, with an excellent angle and a heavy potential. Mitrovic (Riyadh Crescent 6-0 Mumbai City AFC Champions League), such high-quality goods as Mishen can be described as a blow to the Saudi League.

Palacios volleyed at almost the same position in the second ball, stretching his movements in one go. Froumy Nensai 5-3 goias Bajia. This ball is more beautiful and gives people a greater visual impact.

The first goal, Harry Kane’s shot in the middle of the field, is bold and has the charm of Beckham’s fame with one goal. This ball is expected to be selected for this year’s puskas award.

I haven’t seen such a wonderful goal for too long.

Thank you for your appreciation, and your attention is more exciting.

# Autumn Life Punch Season #

Every year in September, the fashion circle will usher in a heavy visual feast, and the four major fashion weeks in Paris, Milan, London and new york will be held one after another, attracting the attention of the global media, fashion circles, professionals, celebrities and the public. Moreover, the four major fashion weeks will also be an important moment for fashion designers and fashion brands to release their new products in the first quarter, and also a grand gathering of global fashion people, which can provide us with the most popular fashion vane at present.

Therefore, today, we might as well take stock of the trends in this year’s fashion circle, capture the fashion elements with high appearance rate in various shows and star street shooting, and bring more novel ideas for our daily travel dress.

First of all, the popular colors that are emphasized by the fashion circle every year. PANTONE 18-1750 viva Magenta, an authoritative color research institution, can be said to shine brightly this year, bringing more space for fashion shows of major brands. This inspiration comes from the color of carmine, which can be said to be the strongest and brightest natural dye known. It releases a powerful, inclusive and self-expression message, and also appears in scenes such as exquisite makeup and background layout. It is bright and domineering, which is quite distinctive.

As for the clothing style, this year’s tassel element is very hot, appearing in the new product design of major brands in various postures. Moreover, compared with previous years, the tassel element is only used as an embellishment effect. This year, many new products will obviously have a much greater sense of tassel, showing the characteristics of complexity and publicity. For example, BV’s new spring and summer style presents a sense of movement through a variety of large-area tassels, while the tassels and sequins of Jil Sander’s new products are superimposed to create a delicate and gorgeous look and feel, making it more elegant and beautiful when walking.

If we talk about the hottest bag in 2023, the mini bag with high heat in recent years still has a place, and the exquisite and compact shape can be said to be easily grasped and worn in spring and summer. For example, the limited Hammock Hobo mini handbag released by LOEWE in China this year adopts the iconic hammock shape, and the appropriate size can realize a variety of matching shapes such as hand, shoulder and slung, which is deeply loved by many stars and fashionistas.

Interestingly, even in the field of digital circle, we can observe the hot "trace" of mini bag, which greatly enhances the fashion elements of mobile phones. For example, Shu Qi, Cheng Xiao, Meng Jia and other actresses have the same mobile phone OPPO Find N3 Flip, and the official and three fashion designer brands HEFANG, MING MA and XU ZHI have joined forces to create six designer-co-branded mobile phone cases, such as Aurora Sugar Cube and Blooming White Iris, so that the mobile phone can be transformed into a mini-bag-like existence after being covered with these mobile phone cases full of fashion elements, and it is also easy to control various shapes such as hand-held, shoulder-shouldered and diagonal, with a sense of fashion overflowing.

What’s more worth mentioning is that in recent years, the popularity of folding screen mobile phones is also rising, and it has become a trend item with both technology and fashion, which is loved by many stars and online celebrities. For example, the new OPPO Find N3 Flip mobile phone mentioned above can also show the brand’s sensitive sense of beauty. For example, its three fashionable color schemes of misty rose, night in the mirror and moonlight muse all bring quite eye-catching visual effects, among which the elegant and golden moonlight muse color scheme is revealed, and the water wave texture on the fuselage presents a transparent sense of flow under the light. The rotating shaft of the fuselage also has a texture design of water wave light and shadow, and the middle frame part is endowed with exquisite diamond texture. The full design details can better highlight OPPO’s consideration of fashion elements.

In addition to being full of fashion sense, OPPO Find N3 Flip has also performed well in images. It is equipped with the first professional portrait lens in a small folding mobile phone, which brings the equivalent 47mm gold portrait focal length to the rear selfie for the first time. It is equipped with a super light and shadow image engine, which can effectively restore the advanced light and shadow sense in the picture, and at the same time, it is very real and natural in beauty effect, and can shoot high-quality portrait blockbusters at any time. Its rich self-portrait experience, such as off-screen preview, hovering self-portrait, off-screen CCD card machine, etc., gives users full fun of self-portrait, and makes it a fashionable item on the street, but also brings considerable practicality.

Through the above inventory of fashion elements in 2023, I believe that everyone can master many key elements of the choice of wearing in 2023, and create a style that conforms to the current fashion trend. From color, clothing, bags to mobile phone products, etc., it is worthy of the reference of the majority of fashion men and women, integrating its trend elements into their own costumes, showing full fashion vitality.

So, what are the elements of fashion trends in 2023 that you recognize and admire? Share it in the comments section!

I’m glad to answer this question. First of all, let’s discuss what is culture. Everyone can’t help laughing at me. Who doesn’t know the culture? Isn’t it just that they have a certain degree, are knowledgeable, have a broad vision and are rich in humanistic knowledge? What everyone said has some truth, and they also talked about the meaning of culture from different angles.

What exactly is a culture? In short, culture is a general term for the forms of human life elements. Culture is all the spiritual activities and products of human beings relative to economy and politics. Culture is a very extensive and most humanistic generalization, which involves human life elements such as clothing, clothing, culture, things, food, housing and transportation.

Culture covers a large area, which includes knowledge culture (academic culture), traditional culture, scientific culture, management culture, art culture, social culture, social culture and so on. It is a synthesis of various cultures, not just knowledge, experience and rich connotation, but also culture at one level. The ancients said: gold is not full of red, and no one is perfect. Knowledge is the foundation of culture, and learning from many people and hunting for hundreds of people is the high-level realm of culture.

What do you think of this? Welcome to leave a message for discussion.

Thank you for reading haiwang4′ s masterpiece. I look forward to your praise, comments, forwarding, collection and attention.

If China’s national game is table tennis, then the Japanese national game is definitely baseball.

A certain institution in Japan once did relevant research, and found that whenever Japanese people mentioned sports, regardless of gender, baseball was the first sport that popped up.

Not only that, the Japanese high school baseball game known as Koshien is regarded by the Japanese as synonymous with blood and hard work, and has become an indelible memory of countless Japanese young people. At the same time, in the streets and alleys of Japan, we can often see a group of children who are not much taller than the bat, waving the bat methodically under the guidance of their parents.

In this way, Japan’s baseball culture has been handed down from generation to generation to the next generation, and baseball has become a well-deserved national sport in Japan. Then, why is the baseball of the Japanese fire so tepid on the mainland?

First of all, Japanese baseball culture is also influenced by American culture. Actually, not only Japan, but also Koreans like baseball very much. This is caused by historical factors. The earliest baseball was not the national game of Japan, but the national game of the United States. The Japanese didn’t like baseball at all, but under the influence of American culture, the Japanese gradually could not live without baseball.

And what about us? What does it matter to us that Americans like baseball? Naturally, we are not greatly influenced by baseball culture.

Secondly, compared with football, baseball costs too much money.

What are the requirements for football? Just find a vacant lot, have a football, even take a cloth pocket or a small tennis ball, and several children can play a ball happily together.

A basketball with a higher demand for the venue just needs a basketball shelf, a ball and half a piece of basketball field, so that a bunch of boys can have a sweaty afternoon.

But what about baseball? If you want to play baseball, you must have at least a baseball bat and a baseball glove. The sum of these two things is a big expense. Can you play baseball when the things are ready? Far more than that, if it’s just pitching and catching the ball, two people can find a clearing to play.

But if you want to organize a slightly formal baseball game, where to find a qualified venue is a big problem. If it’s just a few friends playing and no outfield is needed, then a few bases in the pitcher’s mound and infield are also important, right? In the long run, it will take up half of the baseball field. Considering that there are not many decent football fields in various places nowadays, let alone a special baseball field.

Subsequently, the characteristics of baseball itself are not conducive to its own promotion.

Compared with traditional ball games, the threshold of baseball is really too high. Football and basketball, as long as they are healthy and normal people, can participate and have fun even if they have not received special training.

And baseball? Without the professional guidance of the coach (the three skills of baseball pitching, hitting and fielding are relatively independent and need to be studied and trained separately) and a certain period of training, it is really difficult for a novice to throw the ball into the strike zone and master the correct swing posture.

To put it simply, a novice wants to experience the fun of baseball, which requires much more investment in the early stage and is not easy to get started.. The number and quality of grass-roots coaches in China baseball are far from enough, which makes it difficult for children to truly experience the charm of this sport and fall in love with it.

In a word, baseball, the national sport of Japan, seems to be a little acclimatized here. After all, for us, table tennis is more enjoyable to play.

Kondo Daisuke/Wen

Every country has a sport called "national technology". Most citizens like it very much and will show their strength in this project to the world in various ways.

China’s "national skill" is undoubtedly table tennis. Every time I watch the Olympic Table Tennis Competition and the World Table Tennis Championships, the final is probably a showdown between China players. Unfortunately, the players who stopped in the semi-finals and before, many of them immigrated from China to other countries.

In Japan, the word "national skill" means sumo. However, since childhood, none of my friends have been engaged in this sport, and there is no venue near my home where sumo competitions can be held. I have never tried it once, but I only watch professional sumo competitions broadcast by NHK (Japan Broadcasting Association) every two months. Therefore, in essence, sumo is not a national sport of Japan.

So, what is Japan’s real national skill? The answer is baseball.

Baseball is the most familiar sport in Japan, and it is also a sport that every Japanese has experienced personally in his childhood. In the baseball game of Tokyo Olympic Games held last year, Japan won the gold medal. Shohei Ohtani, a Japanese player known as "once-in-a-century baseball genius", shines in the American professional baseball league.

As we all know, the birthplace of baseball is America. In 1845, Alexander Joycartwright Jr., the founder of Manhattan Fire Department in new york, invented a sport called Baseball, which was used to strengthen the unity among firefighters and solve the problem of insufficient exercise. During the exercise, two groups (9 people in each group) take turns to play the offensive and defensive sides.

The pitcher on the defensive side throws the ball, and the batter on the offensive side swings the stick to hit the ball. Players from other defenders have to catch the flying ball. After hitting the ball, the batter will run through the first base, the second base and the third base one by one in a counterclockwise order on the diamond-shaped court, and finally run back to home plate to get 1 point. Or the batter hits the ball out of the field, that is, hits the ball into the audience. This is called a "home run", and the batter’s first team can also score. According to the original rules, as long as a team scores 21 points, the game is over. However, it was changed to 9 attacks by each team, and the game was over.

Because it is very interesting, baseball, a brand-new sport, soon got rave reviews. On June 19th, 1846, the New York Fire Department held its first match with another team in this city. Later, this day became the "baseball memorial day" in the United States. During the American Civil War (1861-1865), baseball, a sport that originated in the north, gradually spread to the south. In 1868, after the war, the first professional baseball team was established in the United States. In 1971, the American Major League Baseball was founded, and each team regularly launched a fierce "killing".

In 1868, the Meiji Restoration took place in Japan, and the samurai society that lasted for nearly 700 years ended abruptly, and Japan officially entered the era of "civilization and civilization". In line with the idea that "if you want to create a civilized society like Europe and America, you must open European-American universities", Japan opened the "Kaicheng School" in the same year, which is now the University of Tokyo.

In 1871, HoraceWilson, an American, entered this school to teach English. The next year, in 1872, he brought baseball to the campus. Therefore, this year happens to be the 150th year since baseball was introduced to Japan.

A few days ago, I went to the Baseball Hall Museum in Tokyo’s Houyuan Park. It shows people in detail the 150-year baseball history of Japan since 1872.

The exhibits include a copy of the baseball rule book written by Alexander Joycartwright Jr. While reading the above words, a humorous picture of the early days of baseball emerged in my mind. For example, the first rule is: "Everyone should be present on time". This is probably because the players are late, and Alexander Joycartwright Jr. is a little impatient to wait.

The popularity of baseball in Japan began with its popularity among Japanese students. In 1903, Waseda University and Keio University held the first baseball match. Since 1925, six famous universities in Tokyo (Waseda, Keio, Meiji, Hosei, Rikkyo and Tokyo) have held baseball leagues. Watching these college students play baseball became the greatest pleasure of Tokyo people at that time.

The upsurge of Japanese high school baseball began with the National Middle School Baseball Competition held in Osaka in 1915. This event is so popular that schools all over Japan have set up baseball teams. Since 1924, the venue has been changed to Koshien Stadium in the suburb of Osaka.

Speaking of "Koshien", more than 4,000 high school baseball teams from all over Japan compete for the championship every spring and summer. NHK will also broadcast all the games live. During this period, "Koshien Baseball" was the king of topics in Japan.

The first professional baseball team in Japan was the Tokyo baseball team (now the Yomiuri Giants), which was founded in 1934 and belonged to the Tokyo Baseball Club of Japan. Two years later, in 1936, seven teams, including the Tokyo baseball team, got together to create the Japan Professional Baseball League.

Subsequently, the upsurge of "building a baseball stadium in Tokyo" was unprecedented. It coincided with the relocation of the army artillery factory in Tokyo to Kyushu. By 1937, a backyard stadium with a capacity of 30,000 spectators had sprung up on the original site of the factory. The "Post Paradise" in the name of the stadium is taken from the famous sentence written by Fan Zhongyan in the Northern Song Dynasty, "Worry about the world first, and enjoy the world afterwards".

Half a century later, in 1987, Houyuan Stadium was demolished due to aging. In 1988, the first all-weather roof-type stadium in Japan, Tokyo DOME (commonly known as Tokyo Dome), was completed and put into use next to Yuanhou Paradise Stadium. With the blessing of 225 white double curtains, this stadium has become a new attraction in Tokyo.

Today, the Japanese professional baseball league, in which 12 teams participate, still has overwhelming popularity. Every year, each team plays 143 games. No matter what age Japanese teenagers are, they all dream of becoming a professional baseball player. Japan’s most athletic young people have become professional baseball players. They get a huge annual salary at a young age and tie the knot with young women such as actresses, models or TV anchors.

In the last exhibition area of the museum, the names of 212 famous players who entered the Japanese baseball hall are impressively displayed. These people are well-known celebrities in Japan.

In the Baseball Hall Museum, located underground in Tokyo DOME, I reviewed the 150-year history of Japanese baseball. Finally, I can’t help but have a question: Japan still has a large number of modern imported sports such as football, basketball, volleyball and tennis. Among them, why is only baseball so popular?

At the end of the visit, it suddenly dawned on me. Isn’t it because baseball conforms to the temperament of Japanese who like to think carefully? The pace of football and basketball is so fast that the audience has no time to "think". In the baseball game, there are 18 players in the two teams, of which one pitcher moves. The batter will only wave the bat when his favorite ball comes, the other eight defenders will only run to catch the ball when the ball comes, and the eight players of the attacking side have been sitting on the bench to rest. Therefore, in the eyes of the audience, they can think slowly like pitchers, batters and coaches. If you were a pitcher, what kind of ball would you throw; If you are the coach of the attacking side, what tactics will you arrange for the players to attack … This kind of thinking will make the Japanese feel endless fun.

However, in Asia, baseball is only popular in Japan, South Korea and Taiwan Province, China. In Europe, the Middle East, Africa, South America and other places, baseball is almost neglected. Perhaps the reason why baseball can’t be popularized all over the world is that as a sport, its overall rhythm is too slow.

Image source @ vision china

Wen Wen CBNData Consumer Station, author He Zhexin, editor Dong Zhifei.

An epidemic has made many beauty brands difficult. Under the dual "protection" of home and masks, the demand for beauty products has dropped to a low point.

However, at the beginning of April, the depressed beauty industry ushered in a shot in the arm: Meishang (Guangzhou) Cosmetics Co., Ltd. got nearly 200 million yuan in Series A financing. Meishang, which was founded in 2018, is one of its most famous brands, and is the first Colorkey in the lip glaze category of Tmall, Laqi.

As a dark horse brand of lip makeup in China, what kind of "explosive experience" does Colorkey Ke Laqi have? For Meishang behind it, how can young domestic beauty companies grow rapidly and gain the contrarian favor of capital?

To answer these questions, CBNData conducted an in-depth interview with Ying Shaofeng, e-commerce partner and e-commerce director of Colorkey Laqi.

If you are not the target consumer of Colorkey Laqi-the post-95 beauty consumer, you may not be familiar with this brand. But for young girls who love lip glaze, this brand has long been a good idea for many people. According to Alibaba’s official data tool business consultant, Colorkey Laqi has been ranked first in the sales of Tmall Lip Gloss/Lip Honey/Lip Glaze from November last year to March this year.

From the birth to the first category of Tmall lip glaze, Colorkey Laqi has developed rapidly. Founded in 2018, Colorkey Laqi has been listed in the Top 5 of Tmall domestic beauty products in less than one year, and its sales in 2019 exceeded 200 million yuan.

On the day of Tmall double 11 in 2019, Colorkey sold 700,000 pieces of air lip glaze in Laqi, and won the sales volume of lip glaze category No.1 In March, 2020, on the first day of the launch of Mulan lip glaze series, a collaboration between Colorkey Laqi and Disney IP image Mulan, the sales volume exceeded 300,000, and all the popular color numbers were stolen on the spot.

The success of Colorkey KE Laqi in lip glaze is closely related to his timing of category. According to Hong Lei, data analyst of CBNData, the overall scale of lip glaze category in 2018 is still small, and it has not been subdivided from the lipstick market, and it is in a period of rapid development. The data of the business staff also shows that 2018 is the lowest number of visitors to the lip glaze category.

In addition to grasping the outlet of category growth, Hong Lei thinks that Colorkey Laqi is also due to accurate pricing range. CBNData research shows that one of the main consumer groups in the lip glaze market is the post-1995 generation, and their consumption power is weak and they are price-sensitive. Colorkey Laqi’s lip glazes are mostly priced within 100 yuan, aiming at the students in the Z generation.

The goal of Colorkey Laqi is to be the leading brand of lip glaze. Ying Shaofeng told CBNData, "The success of air lip glaze is only the first step. Next, we will build a complete product line of lip glaze, and finally we will set an industry benchmark in the lip glaze market."

At the beginning of 2020, an COVID-19 epidemic appeared, which temporarily chilled lip products. Hong Lei said that under the influence of the epidemic, the overall beauty market was affected. Especially for beauty brands focusing on lip products, timely layout of other categories is one of the ways to save themselves.

Meishang, the parent company of Colorkey Laqi, plans to use the new financing for Meishang to strengthen multi-brand building and accelerate its entry into emerging channels.

Mei Shang owns more than one brand, Colorkey Co., Ltd. Laqi. In 2018, it acquired Korean beauty brand Superface Xiubafei and Taiwan Province skin care brand Lab101 Ruipei, aiming at the needs of mainstream middle-class women in China, and captured market segments through multi-brand strategic layout to meet the beauty needs of women of different classes and incomes. Ying Shaofeng believes that the product matrix of Meishang has covered all age groups.

Colorkey Laqi is also laying out two categories of isolation and makeup fixing besides lip glaze. Ying Shaofeng told CBNData that the growth of the two categories of isolation and makeup has reached more than 50% in the near future. In March, Colorkey Laqi launched a new trend product with high growth category.

In order to shorten the decision-making chain, Colorkey Laqi made full use of big data insight, and adjusted the product strategy in time according to the consumption trend with the operation mode of "small recovery in one week and big recovery in one month". "The beauty industry is updating faster than you think, and it will be eliminated if you don’t pay attention." Ying Shaofeng said.

In improving the product strength, Ying Shaofeng said that he would participate in the color selection of new products in each season. Different from most domestic brands’ large-scale new models every season, the color number of the new lip glaze of Colorkey Laqi every season is "almost no minefield", which shows that the products have spent a lot of thought on color selection.

In recent years, the influence of the content "planting grass" has been continuously improved. Faced with this trend, domestic beauty brands have also begun to actively use social media for "word-of-mouth communication".

Colorkey’s marketing methodology for creating explosive products in Laqi has matured: online channels become famous-sales are won by cost performance -KOL and KOC broadcast in turn to precipitate word of mouth. Every time a new product is launched, this methodology is reused to carry out "overwhelming" "planting grass" marketing, and the low threshold of new customers and new product experience brought by high cost-effective positioning is a common mode for many domestic beauty brands, including Colorkey Co., Ltd. Laqi, to harvest new customers and obtain rapid development.

This model of domestic beauty has also been recognized by capital. In 2019, domestic beauty products collectively ushered in an outbreak period, and brands from head to waist were sought after by consumers and capital.

In September last year, it received a perfect diary of $1 billion in financing led by Gaochun Capital. Recently, it received another $100 million in financing, and its valuation doubled in half a year. Emerging beauty brands such as Girlcult and Paiji have also received capital bets.

Almost all new brands of domestic beauty cosmetics have invested heavily in content platforms such as Xiaohongshu, Tik Tok and bilibili. Some brands even stopped putting SEM on traditional search platforms. However, the excessive delivery mode is having a negative impact on the brand. Open the little red book and enter the color test. Eight out of ten are similar typesetting, emoji and exclamations, with the same distorted color map of 10 grades …

Perhaps seeing the harm of over-marketing, Colorkey Laqi took a refined delivery route. Ying Shaofeng said that the company has specialized personnel responsible for different platforms and plans different delivery methods according to the platform attributes. For example, Laqi, the of Colorkey, put the word-of-mouth fission model into the little red book. Besides the head bloggers, she also attaches great importance to the cooperation with amateur bloggers.

On the bilibili, Colorkey KE Laqi, relying on the agency, selected the up owners who can make colorful beauty and life, and can plant grass at medium and low prices. During the promotion process, Colorkey Laqi also constantly adjusted the material content and promotion plan according to the crowd effect, further expanding the content advantage with good data feedback effect in the first stage, and at the same time, simultaneously put in the information flow for harvesting.

Image source: Billie Billie Animation (bilibili), please enter the caption.

When online marketing and e-commerce approach saturation, offline has once again become the battlefield of domestic beauty. There are two offline modes for domestic brands: brand store and beauty makeup collection store. The typical example of the former is the perfect diary, while the latter is orange blossom, HEDONE, Zhiyouquan and so on. Colorkey Ke Laqi is also a member of the collection store.

According to Ying Shaofeng, Colorkey Laqi has set up beauty collection stores in 11 cities across the country. The cooperation between Colorkey and Laqi is not only about selling goods, but also involved in the whole store design and exposure form. Its cooperation with WOW COLOUR, a collection store, is an example. Colorkey Laqi also hopes to make use of the exhibition space of offline collection stores, play the role of brand promotion and data accumulation, and link online and offline to the greatest extent, so as to provide users with a more complete experience.

WOW COLOUR Store makes a separate display for Colorkey Laqi. Source: WOW COLOUR

In recent years, more and more domestic cutting-edge beauty brands can be purchased by Generation Z.. Hong Lei observed that the price of the domestic beauty market is increasingly close to the people, driven by domestic beauty products, and there is a downward trend.

Facing the strong competition of domestic cosmetics, multinational cosmetics groups began to try to "reduce the dimension". They aimed at young China consumers and stepped up their incubation, investment and acquisition of niche brands and cutting-edge domestic beauty brands. In April 2017, Estee Lauder acquired a 28% stake in DECIEM, the parent company of The Ordinary. In April 2018, L ‘Oreal acquired Stylenanda, the parent company of 3CE, and in October 2019, L ‘Oreal introduced NYX to the China market …

Large international companies are also embracing online channels: products that used to lie on the counters of high-end shopping malls frequently appear in the exhibition rooms of anchors of major short video platforms. According to statistics before CBNData, among the Top10 lipstick brands that cooperated with Li Jiaqi the most times, international brands occupied 7 seats.

Under the attack of international brands, domestic beauty products try to give full play to the advantages of landlords, shorten the decision-making chain, cooperate well with the supply chain, and speed up the iteration of new products.

In the supply chain, Colorkey Laqi has chosen to cooperate with Korean OEM and ODM company Kosmet. Tangduo cooperates with Shanghai Zhenchen, which has 32 assembly lines, while Girlcult chooses the cooperation mode of "big factory+many small factories". Cooperation with large factories can ensure the stability of product quality control, while small factories can realize flexible supply and try new and rare technologies.

Most of the new domestic beauty cosmetics represented by Colorkey Ke Laqi started from the explosion of a single or a small number of categories, and gained the early dividends of this marketing method, which grew rapidly.

However, with the popularity of content marketing methods and the increasingly fierce competition in the online market, there are international manufacturers before, followed by domestic competing products. How can an emerging brand like Colorkey Laqi win in the market? I believe there will be more exciting ways to play in the fierce competition.