月度归档： 2023 年 12 月

Definition and connotation of culture

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.

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

Rooting in fertile soil, keeping upright and innovating to make traditional culture shine in the new era

在第九届尼山世界文明论坛“山东手造”精品展区，与会人员在观展。新华社发

山东青岛市即墨区，工艺品企业员工在制作花边产品。新华社发

在山东济南市山望幼儿园皮影手工坊，老师教孩子们表演皮影戏。新华社发

山东曲阜市孔庙、孔府及周边城市风貌。新华社发

【记者观察】

2013年11月26日，习近平总书记来到孔府和孔子研究院参观考察，并同有关专家学者座谈，留下“一个国家、一个民族的强盛，总是以文化兴盛为支撑的，中华民族伟大复兴需要以中华文化发展繁荣为条件”的谆谆嘱托。

党的十八大以来，习近平总书记围绕新时代文化建设提出了一系列新思想新观点新论断，构成了习近平新时代中国特色社会主义思想的文化篇，形成了习近平文化思想。

山东省委书记林武说，作为中华文明的重要发祥地和儒家文化的发源地，山东时刻牢记习近平总书记谆谆嘱托，主动担负起新的文化使命，自觉做优秀传统文化的守护者、传承者，做优秀传统文化“两创”的探路者、先行者，做文明交流互鉴的担当者、践行者，讲好新时代中国故事的山东篇章，努力为铸就社会主义文化新辉煌、建设中华民族现代文明贡献山东力量和山东智慧。

1. Pass on the Chinese context from generation to generation.

The holy city of the East is full of Confucianism and endless context.

At the opening ceremony of 2023 China (Qufu) International Confucius Culture Festival held not long ago, the first batch of achievements of Qilu Library, a large-scale context project, were released.

As the largest document compilation and publication project in Shandong history and an important part of the "Shandong context" project, Qilu Library is divided into nine parts: classics, research, historical records, figures, cultural relics, literature and art, landscapes, science and technology, and red documents, with a book size of about 1.3 billion words and more than 4,000 volumes. This time, 170 volumes of the first batch of achievements in the compilation of classics, historical records and red literature were released.

According to Bai Yugang, member of the Standing Committee of Shandong Provincial Party Committee and Minister of Propaganda Department, Qilu Library comprehensively studies, protects, compiles and publishes documents handed down from ancient times in Shandong, aiming at creating the richest and most complete masterpiece of Qilu culture, establishing a "cultural Taishan" in the new era, simultaneously cultivating a group of talents in philosophy and social sciences, especially in ancient books research and collation, building a group of cultural brands with Shandong characteristics, and spreading more value symbols and cultural products bearing Qilu culture and China spirit.

"hundred schools of thought is semi-Shandong". Qilu has a long history and a long cultural context, and Tessa is abundant in ancient books and records. In recent years, Shandong has been deeply cultivating the fertile soil of humanities, deeply implementing the "Shandong context" project, building a high-end research platform, actively cultivating imported talents, and making overall plans to promote the research and interpretation system integrating the systematic arrangement of cultural classics, the interpretation and analysis of ideological implications, the interpretation and transformation of the value of the times, and the construction of collaborative innovation systems and mechanisms.

In April 2017, Shandong’s major cultural project "Global Chinese Combination Project" was officially launched. This comprehensive cultural project, which investigates, returns, sorts out and studies overseas Chinese ancient documents, aims to improve the Chinese ancient documents storage system and provide systematic ancient books resources for the inheritance and development of Chinese excellent traditional culture.

In August 2019, the People’s Government of Shandong Province and the Ministry of Education jointly established the Nishan World Confucianism Center, marking the birth of a global platform for Confucianism research, communication and exchange. At the same time, the establishment of academic research platforms such as the Institute of Advanced Studies in Confucianism of Shandong University, the Qilu Culture Research Institute of Shandong Normal University and the Confucius Culture Research Institute of Qufu Normal University has promoted the research and interpretation of Qilu excellent traditional culture with Confucian culture as the focus, and helped to launch a number of outstanding traditional culture research and interpretation results.

In September, 2022, Confucian Classics, an integration of Chinese Confucian classics, came out. The book contains three sub-codes, namely, Confucian classics, righteousness, and biography, which embodies the main thread of the formation and development of Confucianism, and provides authoritative and basic historical materials for in-depth study and interpretation of Chinese excellent traditional culture represented by Confucianism. The construction of the "Shandong context" project has taken important steps.

Cultural relics carry splendid civilization, inherit history and culture and maintain national spirit. Since the discovery of Chengziya site in 1928, Shandong archaeology has gone through nearly a hundred years, and a complete sequence of archaeological cultural development has been constructed, namely, the remains of flat caves-post-Wenhua Li-Beixin culture-Dawenkou culture-Longshan culture-Yueshi culture.

Establish an archaeological database of animals and plants in Haidai area, and build a data system of crops, domestic animals and wild animals and plants from the post-Wenhua Li period to the Han Dynasty; Jointly carry out ancient DNA research to reveal the matrilineal genetic history of Shandong ancient population since 9500 … In the new era, Shandong archaeological institutions have carried out the research on Chinese civilization and culture in a multidisciplinary, multi-angle, multi-level and all-round way, and the archaeological team has been growing, with rich achievements in important discoveries, research and interpretation, which have had an important impact at home and abroad.

2. From "lying in the study" to "walking into people’s hearts"

"The use of courtesy, harmony is precious." In recent years, Qufu has fully tapped and exerted the advantages of the birthplace of Confucian culture, innovatively launched a series of social governance brands, such as "harmony is the most important" social governance, "loving honesty and filial piety" and "six advances" of traditional culture, and cultivated the new trend of the times with traditional culture, forming a good social trend in which everyone respects morality and is kind.

"Zeng Zi said:’ What ten eyes see and what ten hands point to is strict!’ Whenever there are countless pairs of eyes staring at it, we must be cautious and independent … "Zhang Han, a teacher of Jining cadre political and moral education base, is explaining Ceng Zi’s thought of" cautious and independent "to the students at Zengmiao political and moral education teaching point in Jiaxiang County.

Promoting the integration of excellent traditional culture into the construction of cadres’ political morality is an innovative move in Shandong. Jining College of Education for Cadres’ Politics and Morality was established in Shandong, and the first education base with the theme of politics and morality was built in China. The four-in-one teaching method of classroom teaching, on-site teaching, experience teaching and music teaching was adopted, and more than 30 special courses such as "Inheriting the essence of traditional culture and cultivating cadres’ political morality" were developed. By May, 2023, the College had undertaken more than 1,700 classes from national ministries and 31 provinces, autonomous regions and municipalities, and trained more than 100,000 students.

Shandong Radio and Television Station has launched a batch of "two creations" of traditional culture, using documentaries to show the beauty of Chinese history, Pulsating Mount Tai, Pentium River and Spring and Autumn Period of Three Holes, telling the story of "one mountain, one water and one saint" with heart, and promoting the traditional culture from "lying in the study" to "entering people’s hearts".

Adhering to the fine tradition of Qilu culture for thousands of years, Shandong people are hospitable, simple and honest, honest and trustworthy, friendly to others, and practical in doing things … These spiritual characteristics are integrated into production and life, and embodied in product manufacturing, which has spawned a number of well-known and world-renowned Shandong products. From smart home appliances and multifunctional robots to high-speed maglev trains and "Blue Whale No.1" drilling platform, "friendly shandong, a good product in Shandong" has become a shining business card for Shandong’s high-quality development.

3. Play the era movement of mutual learning among civilizations.

Six pieces of wood are cleverly locked with each other, and a stable whole can be formed without external force … Luban Lock, an educational toy invented by the ancients in China, has stepped onto the stage of the United Nations, which is really a hit.

From November 1st, China assumed the rotating presidency of the UN Security Council in November. Ambassador Zhang Jun, Permanent Representative of China to the United Nations, explained the importance of unity and peace by using the Luban lock from Luban’s hometown-Zaozhuang, Shandong Province: "Luban lock is just like peace, which is easy to disassemble and difficult to assemble, easy to destroy and difficult to rebuild, and it may cause irreversible damage if it is rashly started."

When the clock of history is turned back to September 2010, the first Nishan World Civilization Forum was held in Nishan, Qufu, focusing on the theme of "harmony but difference and harmonious world" and promoting cultural exchanges between China and foreign countries through civilized dialogue. In September 2020, the forum was changed from biennial to annual. In September this year, the 9th Nishan Forum on World Civilization was held as scheduled, and guests from different countries and regions attended the Covenant of Civilizations around the theme of "Common values of all mankind and Community of Shared Future for Mankind-strengthening exchanges and mutual learning of civilizations to jointly meet global challenges".

In order to build a multi-level spread pattern of Chinese excellent traditional culture, Shandong has played a set of "combination boxing": the translation project of The Analects of Confucius in the belt and road initiative has been continuously promoted, and the Nishan Bookstore named after Nishan, the birthplace of Confucius, has settled in 89 countries on five continents (including the "Corner of Chinese Culture"), and more than 50,000 kinds of books have entered the eyes of overseas readers through Nishan Bookstore; Continue to enlarge Confucius IP and tell the Shandong chapter of China’s story with heart and affection.

On the new journey, Shandong is pushing Chinese excellent traditional culture to the world with a more open mind, an inclusive attitude and a broad perspective.

(Reporter Zhao Qiuli Li Zhichen)

Project team:

Our reporters Zhao Qiuli, Li Zhichen, Fan Feng and John Zhang.

36Kr research institute

With Chinese people’s constant pursuit of beauty and individuality, beauty products rich in scientific and technological colors have entered the public’s field of vision, and gradually become popular in daily life, such as AR virtual makeup test, customized liquid foundation suitable for personal skin, and green skin care products with both naturalness and effectiveness. Driven by the new consumption demand, technology has become a new kinetic energy for the development of the beauty industry.

In the post-epidemic era, consumers in China pay more attention to digital experience and health.

After the COVID-19 epidemic, consumers in China have strengthened their awareness of health management, and they are more inclined to seek health experience from the perspective of science and technology, and integrate this concept into all aspects of life.

For enterprises, in order to seize the development opportunities in the digital market with increasing demand, on the one hand, it is necessary to increase technology investment and promote the improvement of service levels such as online experience and privacy protection capabilities; On the other hand, it is necessary to guide and educate consumers to discover and enjoy the convenience brought by scientific and technological products to daily life.

Technology is the first driving force for the development of beauty industry.

The development of beauty care is based on scientific practice, and there has always been a collision and integration with high technology in the development process. With the continuous iteration of cutting-edge technologies such as big data and artificial intelligence, the integration of beauty and technology has developed in depth, resulting in more application scenarios. According to the forecast and analysis of 36Kr Research Institute, the beauty industry under the empowerment of science and technology will usher in an outbreak, and the market scale will reach about one trillion yuan in 2025. At the same time, technology will provide all-round, multi-angle and full-chain transformation and upgrading for the beauty industry. Among them, cutting-edge technologies based on biological sciences will continue to help the development and production of innovative beauty products; The combination of AI with big data, augmented reality, IoT and other technologies will accelerate the development of virtual makeup testing and promote the era of customized beauty products; Enterprise supply chain management will also move towards digitalization and intelligence.

Beauty technology ecosystem takes beauty and technology enterprises as the core.

The main participants in the beauty technology ecosystem include the government, investment institutions, scientific research institutions, beauty companies, technology companies and consumers, etc. Building a good beauty technology ecosystem requires the joint efforts of the participants. Although the ecological circle is centered on beauty companies and technology companies, it also needs the government to provide policy support, investment institutions to empower capital, and scientific research institutions to continuously deliver cutting-edge academic achievements. With the support of many parties, beauty companies can constantly polish their core competitiveness and iterate products to meet the needs of consumers.

The key research issues of this report are as follows:

  • What changes have taken place in China’s consumer consumption concept in the post-epidemic era?
  • What is the future development space of the beauty industry under the empowerment of science and technology?
  • What are the application scenarios of technology in the beauty industry? What are the development opportunities of these scenarios in the future?
  • Who are the participants in the beauty industry ecosystem?
  • What efforts should participants make for the good development of the beauty technology ecosystem?

For more exciting content, please refer to the "2025 Beauty Industry Technology Application Prospective Report", click the download link, and the extraction code is 3347.

Is the badminton player a heptathlon？

Do you know that?/You know what? Why do more and more people choose badminton as their daily exercise?

Because badminton players are all-around fighters!

The advantages of as many as seven sports are gathered in badminton!

Want to know which seven kinds of sports?

Come and have a look with xiaodong ~

1. The explosive power and speed of sprinters.

Badminton has almost no chance to wait for the opponent to return the ball and catch his breath. Almost the whole game is in a sprint state. It requires quick start and quick return. This series of "quickness" requires muscles to contract or relax quickly, which is the explosive power of quick strength.

2. Endurance of long-distance runners

Speed endurance quality plays an extremely important role in badminton, with the characteristics of high intensity and short interval.

3. Flexibility of gymnasts

Badminton requires players’ high flexibility, and we can often see players splitting to save a ball on TV, which is beyond the reach of ordinary athletes. Not only that, such as changing hands, hitting the ball on the back, and heading the ball in the backcourt, all these actions need to fully stretch the ligament.

4. Coordination of Javelin Athletes

A complete hitting action is like a spring, which is put away and bounced off, starting from the foot and going to the legs, hips, crotch, waist, back, chest, shoulders, arms and hands. Although a person’s coordination is largely determined by innate factors, it can be improved and promoted through badminton training.

5. Sensitive reaction of table tennis players

Badminton, known as the "king of speed", needs players’ quick reaction ability, which also requires players to have a good sense of space and coordination, judge the direction of the ball and decide the way to play the ball in a very short time, which requires comprehensive training in five aspects: psychology, technology, physical fitness, tactics and intelligence to help everyone establish conditioned reflex.

6. Global insight of Go players

Just as in Weiqi, "predict the opponent’s intention in advance and grasp the opponent’s weakness", because badminton is too fast and the venue is small, it is impossible to follow up visually, so almost all incoming balls must be predicted. Only by understanding each other’s weaknesses and finding each other’s mistakes in time, will you have full confidence to defeat each other.

7, the strength of fitness athletes

In badminton, jumping to kill the ball is to use all the limited strength of the whole body in the moment of killing the ball, so that the speed of the ball reaches the extreme. As a transit station, the pectoral muscle plays a vital role, so as a male player, it is the most important prerequisite to practice the pectoral muscle well.

Badminton’s speed of killing the ball is obvious to all. In the doubles match, it needs to hit the ball 15 times in 20 seconds. In a 45-minute game, the total number of hits by two players is about 2025 times.

Jumping to kill the ball is to use the whole body’s strength in the moment of killing the ball, so that the speed of the ball reaches the extreme. As a transit station, the chest muscle plays a vital role.

Table tennis World Cup： 8

On December 6, 2023, the table tennis mixed team World Cup continued, with Guoping winning 8-1. In the second stage, it defeated Slovakia, Lin Gaoyuan/Wang Yidi reversed two games in a row, Manyu Wang and Fan Zhendong kept their opponents clean, and the other main players did not play.

There are two stages in the mixed doubles team World Cup. In the first stage, after the group match, the top eight seats were decided, Guoping won three consecutive victories, and went on as the top of Group A. Only the women’s singles lost one set, and Manyu Wang lost 1-2 to adrianna Diaz, which caused discussion among the outside fans. In fact, this rule is easy to be upset, and it also tests the contestants’ improvisation. Manyu Wang needs to play more to find out the state.

Eight teams compete for the World Cup, and Guoping has become the number one favorite, and Japan, South Korea and France can’t be underestimated. According to the regulations of the tournament, the end of six rounds will directly produce the champion, and the association that played in the last round will avoid fighting again, and the results can be directly used. Take Guoping as an example, as early as 8-0 victory over Sweden in the group stage, so it is ok to play six more games now.

The second stage of table tennis against Slovakia kicked off. As the weakest team in the top eight, Slovakia didn’t have a first-class player to lead. Although it was balanced on the whole, it was basically so far, and it was difficult to get the top ranking. The coaching staff chose to continue to change the array, sending the lineup of Lin Gaoyuan/Wang Yidi, Manyu Wang and Fan Zhendong for the first time to win the first three sets without other players.

The game adopts the 8-win system of 15 games, winning 8 games first is the victory, with a maximum of 3 games in a single set. In the first set, Lin Gaoyuan/Wang Yidi reversed Zelinka/Kukulova (12-14, 11-6, 11-7) 2-1, and the opponent played more than expected on the spot. Lin Gaoyuan/Wang Yidi was somewhat careless. Of course, the short game system itself was accidental and lost a game.

In the second set of women’s singles, Manyu Wang swept Barazova (11-4, 11-2 and 11-6) 3-0, before losing to Puerto Rican teenager Diaz, many fans worried that Manyu Wang would be adversely affected, but now it seems that there is no problem. In the third set of men’s singles, Fan Zhendong beat Wang Yang 3-0 (11-7, 11-7 and 11-4).

In this case, Guoping beat Slovakia 8-1 and won the first victory in the second stage. This result is in line with expectations. There will be two matches against China Taipei, France and China Taipei in turn. It is not difficult to win. On the contrary, the French team should not be underestimated. lebrun brothers and Yuan Jianan will continue to pay attention at that time and wish China players more success.

What is baseball culture？ Why can’t baseball, which is hot in Japan, enter the mainland？

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.

GS comments on the top ten games in 2022： The Old Man’s Ring and Ares 5 are on the list.

The year 2022 is coming to an end, and many people have already started this year’s annual summary. The foreign media Gamespot also selected the best 10 games in 2022. Let’s take a look.

Note that the list includes new games since the beginning of December 2021, as well as games that left the preemptive experience during this period. Ranked in no particular order.

Complete list:

Eldon’s Ring of Law

Twilight of the god of war

Immortality

Mario+Crazy Rabbit’s Wishing for Stars

《Marvel Snap》

Neon Ke Bai >

Noko

《Pentiment》

《Tunic》

Vampire survivor

Changing destiny： education is the key

We hope that life will be smooth and smooth, but we can’t be smooth and smooth all our lives. There will always be unpleasant times in life, whether it is family background, personal character or social environment, it may have an impact on our future. However, the choice of life is always in our own hands. As long as we have the courage and perseverance to pursue our dreams, we will certainly be able to change our destiny.

Teacher Zhang Xuefeng mentioned a very important point in his speech, that is, studying and taking exams is the best way out. In this information age, knowledge is power, and education is the most effective way to acquire knowledge. Therefore, no matter how average the family conditions are or how introverted the individual personality is, it cannot be an excuse for children not to make progress. On the contrary, it is under such conditions that it is even more necessary to enrich themselves and improve their abilities through education, so as to get rid of the bottom society and live a stable life.

In our society, there are indeed unfair phenomena, but this does not mean that we should give up our efforts, but should work harder to win our own opportunities. Everyone’s life is created by himself, and no one will give special care because of your family background and personality characteristics. Therefore, every teenager should take his studies seriously, cherish every minute, and keep studying and working hard, so that he can have more choices in the future.

At the same time, we should also be aware of some practical problems at the bottom of society. Those who have a limited education and a weak sense of morality are easy to make bad things and bully others. This kind of bad behavior does great harm to the bottom people. Therefore, we should also pay more attention to these vulnerable groups and help them change the status quo so that everyone can enjoy fair competition opportunities.

Every child should cherish the immediate study time and grasp every minute. Only by studying carefully can we see hope and future in the future.

Look up and meet the light.

Bow your head and pick up the treasure of knowledge

In addition to worry and confusion.

Education is the guide of our destiny.

Let us have hope.

Through the power of education

Towards a better future

I hope this can arouse more people’s attention to education, and let’s work together to give every child a better future and create a better life! # Educate everyone to talk # # Can reading really change fate #

Blue Book of Oriental Beauty Valley in 2023： Beauty market enters raw material bonus period.

(Text/Xie Hongjuan Editor/Ma Yuanyuan) On November 9, 2023 Oriental Beauty Valley International Cosmetics Conference was officially opened. The "Blue Book of Oriental Beauty Valley 2023" (hereinafter referred to as "Blue Book") released at the conference showed that the beauty market entered the raw material bonus period. Most consumers say that China people have a long history of studying herbal raw materials. Compared with other chemical raw materials, herbal raw materials are safer and more suitable for China people’s physique. They can also help farmers help the poor and help the local economy.

Specifically, among herbal raw materials, beauty products containing China-specific ingredients such as Ganoderma lucidum, ginseng, brown algae, and simethine are on the rise.

Take the essence of the small purple bottle of Nature Hall, which has been selling hot recently, as an example. The simethine contained in this product comes from the third class in the world, and grows in the environment with high altitude of 3,355 meters, extremely cold and low oxygen content. It was selected and developed by Galand Group from more than 500 kinds of yeasts after nearly 10 years, and it has magical effects in repairing aging, promoting collagen synthesis and improving dullness.

In order to catch up with the bonus period of raw materials, the China Special Cosmetic Raw Materials Base Alliance of Oriental Beauty Valley was born at the right time, which was unveiled by Chen Jie, Vice Mayor of Shanghai Municipal People’s Government.

It is reported that the alliance was jointly initiated by China Fragrance, Flavor and Cosmetics Industry Association and Oriental Beauty Valley, and jointly established with China characteristic plant raw material planting bases in Yunnan, Anhui, Shandong, Ningxia, Gansu, Sichuan, Xinjiang, Guangxi and other places. Through raw material innovation and Industry-University-Research empowerment, the problems of low technical added value and weak market competitiveness of domestic raw materials were solved. In the future, quality standards related to China’s characteristic plant raw materials will be formulated, and the substitution process of domestic raw materials will be greatly accelerated with "Oriental Meigu Raw Materials" as a booster.

According to public information, Oriental Beauty Valley is known as "the capital of cosmetics industry in China", and at present, it has gathered more than one third of cosmetics enterprises in Shanghai, with an industrial scale of nearly 100 billion yuan, and the total brand value of "Oriental Beauty Valley" has reached 33.878 billion yuan. As one of the international events with the highest specifications and the strongest lineup in the global cosmetics industry, Oriental Beauty Valley International Cosmetics Conference has been successfully held for five times so far.

It should be pointed out that the beauty industry naturally has the ESG characteristics of low pollution, low energy consumption, re-marketing and re-research. With the concept of sustainable consumption taking root in China, Oriental Beauty Valley, together with L ‘Oré al, Shiseido, Estee Lauder, WWD, Galand, Jahwa and many other domestic and foreign cosmetics companies, issued the ESG Joint Proposal of Oriental Beauty Valley, advocating that all enterprises in the cosmetics industry should build together with goals, strategies, plans and effects. Pay attention to environmental protection, be the propagator of ESG concept in fashion industry, fulfill social responsibility, fulfill ESG concept, strengthen corporate governance and be the promoter of ESG concept.

According to the blue book, after the downturn in 2022, the cosmetics market ushered in a new round of rapid growth in 2023. Consumer demand for cosmetics continues to climb. In the first half of this year, the cosmetics industry achieved a year-on-year growth rate of 8.6%, with an average growth rate of 12% in the first three quarters. It is estimated that the total retail sales of cosmetics in the whole year will exceed 500 billion yuan. From the perspective of channel changes, Tmall has declined as the main position of cosmetics, while Tik Tok still maintains rapid growth.

From the breakdown of cosmetics, the market share of personal care products has increased, while the market share of perfume and cosmetics is basically the same. Market growth is mainly driven by the increase of unit price and the increase of single purchase volume. Capital tends to be cautious about investing in cosmetics track, but it still has high investment expectation and enthusiasm for technology and biological skin care track. Cosmetics have gradually entered the era of hard power competition, and technology brands have more say.

On the consumer side, the survey results show that consumers are willing to pay for products that can significantly improve their life quality and get higher happiness. Therefore, consumers tend to pay extra premium for high-quality products, among which post-80s and post-90s are the main consumer groups.

It is worth noting that due to the uncertain growth in the future, consumers have taken a more rigorous look at their own consumption needs, their consumption behavior has become more rational and objective, and the expenditure on impulse consumption is decreasing.

Behaviorally, consumers’ purchase intention is mostly caused by new functional demands or the exhaustion of old things, and the possibility of accidental purchase behavior is low. Before making a real consumption behavior, consumers also began to pay close attention to the practicality of products, compare prices, and make a strategy to determine whether there is a real purchase demand.

Li Xiang, senior director and chief business analyst of CBN, pointed out that at present, the domestic cosmetics industry is characterized by the rebound of market demand, obvious channel differentiation, and the rise of domestic brands’ "technology trend". The "self-satisfaction consumption era" has come, and the beauty raw materials are riding the wind, and beauty, technology and art are constantly blending.

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The content of making beauty cosmetics is too ＂rolled＂. Can MCN May beauty cosmetics break through by specialization？

Interface journalist | She Xiaochen

Interface news editor |

In the wave of content industry moving from graphic era to short video, May Beauty belongs to one of the content organizations with earlier transformation.

This company, which specializes in the field of beauty and fashion, was formerly known as Guangzhou Qingzhi Fashion Culture and engaged in fashion WeChat official account business. In 2018, short videos and live broadcasts rose one after another, and the founder of May Beauty also felt the decline of WeChat official account’s increment in May.

According to the data released by China Network Audiovisual Program Service Association, in 2018, the market size of the video content industry reached 187.13 billion yuan, of which the short video market soared by 744.7% from 5.53 billion yuan in 2017 to 46.71 billion yuan.

Let the beauty fashion editor transform and shoot videos, which became the starting point of the beauty transformation incubation blogger in May. When the beauty MCN business was launched in 2018, the company implemented "internal transfer". The editor-in-chief and editor of Fashion WeChat official account were the first to transform into beauty makeup directors, and some beauty editors made short videos.

Tianyancha information shows that in 2019, in May, beauty cosmetics won the tens of millions of Pre-A rounds of financing from Xintu Capital; In 2021, in May, beauty cosmetics completed tens of millions of A rounds of financing, and the investor was Woyong Fund.

Different from the strategy of many organizations competing for "expansion", May Beauty has always focused on beauty categories. In a recent interview with Interface News, the co-founders of May Beauty told Interface News that one of the reasons is related to the founders’ thinking. They think this is where the company is good at, and the content team of May Beauty is also more professional in beauty. From the perspective of commercial realization, the beauty track is relatively stable.

In the content market, beauty brands are indeed the "big investors" of various platforms. Taking Tik Tok as an example, the massive arithmetic statistics of ByteDance’s platform show that in 2022, the year-on-year growth rate of search and live broadcast in Tik Tok’s beauty industry both exceeded 50%, and the average monthly broadcast volume of short videos exceeded 100 billion.

This also gives similar companies such as May Beauty a relatively stable opportunity, but the competition is more intense.

Gao Gao summed up the "volume" of the beauty track in the past year from three dimensions: First, there are more and more high-quality beauty bloggers and professional peers, and they are all expanding their platforms. Second, the platform has entered the stock market, and various accounts have begun to grab traffic. Third, it stems from the improvement of brand demand. "In the past few years, many brands may mainly focus on communication effects. Now they hope to have both communication effects and good ROI, and the requirements are more diverse." Say it high.

In this context, May Beauty began to lay out matrix accounts to meet the different needs of different customers. In May, 2019, beauty cosmetics rose rapidly on the content platform, but by the second half of the year, the team obviously felt that the traffic was getting thinner and thinner, which prompted the company to start thinking about its own advantages and differences. Making a professional matrix is the path explored by May Beauty.

When incubating bloggers, the screening criteria for beauty in May are that bloggers have professional knowledge. For example, the blogger "Li Xuechang" who was incubated in May became a professional "classified" blogger after graduating from college. For the brand, the advantage of professional bloggers is that they can create content with the brand. At the same time, both bloggers and fans can give feedback and suggestions to the brand’s new products. In 2020, May Beauty established a brand protection "mixed story", and many bloggers participated deeply in the process of product development and listing.

With the expansion of the company, there are more than 60 self-incubation beauty bloggers in May Beauty, and the matrix accounts formed include fashion grass planting, professional composition party, professional makeup education number, skin care number, student party and fragrance number, which are distributed in Tik Tok, Xiaohongshu and Aauto Quicker.

Incubating multiple accounts on different platforms means that the company should update its business with the fastest speed to adapt to the changes in the huge market. Gao Gao told the interface news that in May this year, beauty cosmetics will increase investment in live broadcast, and will sign contracts and incubate more professional bloggers.