标签： 南京梧桐客栈

Xinhua News Agency, Geneva, October 31 (Reporter Shan Lei) On October 31, FIFA announced that Saudi Arabian Football Association was the only football association to submit an application for hosting the 2034 Football World Cup before the deadline.

FIFA confirmed that it has received an application from Saudi Arabia to host the 2034 World Cup, and Saudi Arabia is the only country that has expressed its interest in hosting the 2034 World Cup.

Previously, FIFA had announced that the only application for hosting the 2030 World Cup was jointly submitted by the Football Associations of Morocco, Portugal and Spain. At present, these three countries have confirmed their willingness to bid. As the centenary celebration of the World Cup will be held in 2030, FIFA plans to hold a World Cup in Uruguay, Argentina and Paraguay, and these three countries have also confirmed their willingness to host the World Cup.

Like Morocco, Portugal and Spain, Saudi Arabia still needs to pass the FIFA audit. If these bidding countries can meet the requirements of FIFA and go through the whole bidding process, then FIFA will determine its right to host at the FIFA General Assembly at the end of 2024. (End)

　　Love is an addiction. When love can be responded, harmless and appropriate, it is a positive addiction; When a person’s feelings about love are wrong, harmful, unresponsive or rejected, it is a disastrous negative addiction.

　　Love is so sweet and scary. People who fall in love may never think that the most wonderful feeling that human beings can experience has a very subtle similarity with drugs that people smell and turn pale.

　　As a matter of fact, scientists have found a lot of interesting and distinct evidence about the argument that "love is poisonous" by scanning the brains of men and women in love.

　　It will be addictive and relapse.

　　Because this series of characteristics that often accompany love are related to all addictions, some psychologists begin to believe that romantic love may evolve into addiction.

　　First of all, men and women who are carried away are eager to combine with their partners from soul to body, which is the core component of all addictions; When lovers think of their partners, they will feel a burst of ecstasy, which is a form of "intoxication" in addiction.

　　With the establishment of obsession, lovers will seek more and more interaction with their partners, which is called "reinforcement" in addiction research literature; They also think endlessly about their partners, which is a form of "invasive thinking" and the basis of drug dependence.

　　People in love will also distort reality and change their priorities and daily habits to match their partners; They often do inappropriate, dangerous or extreme things to keep in touch with their partners or impress them.

　　Even a person’s personality may change, which is called "emotional disorder". Many people who are madly in love are willing to sacrifice for their sweetheart, just as addicts feel pain when they can’t get drugs, and people feel "separation anxiety" when they are forced to separate from their lovers.

　　Trouble really begins when you are abandoned by your lover. Most abandoned men and women will show the common characteristics of withdrawal reaction, including protest, crying for no reason, burnout, anxiety, sleep disorder (too much or too little sleep), loss of appetite or overeating, irritability and so on.

　　People in love will "relapse" like addicts. Even long after the end of the relationship, events, people, places, songs or other external clues related to the old love can stimulate memories, which will trigger a new round of longing, invasive thinking and compulsive connection.

　　Primitive and basic motivation

　　Neuroscientists compared the brains of subjects who were enjoying love with those of addicts who had just injected cocaine or opium and were in a state of euphoria, and found that many of the same areas in the reward system of both brains were activated.

　　Many years ago, neuroscientists conducted special research, using functional magnetic resonance imaging (fMRI) to observe what happens in people’s brains when they are deeply in love and crazy about it.

　　First of all, volunteers in love have to complete two different tasks, one is to stare at the photo of their lover, the other is to look at the photo of a person who does not show positive or negative emotions, and at the same time collect data on brain activity.

　　Next, on the screen in front of the researchers, a large number of light spots show the violent activity of the ventral tegmental area (VTA) — — VTA is a small factory at the bottom of the brain, which is responsible for making dopamine and sending this natural stimulant to many brain regions.

　　During the test, there are many other areas in the brain, but VTA is particularly important. It is a part of the reward system, which can stimulate desire, search, desire, energy, concentration and motivation. No wonder lovers can stay up all night and talk. No wonder they become so absent-minded, so cheerful, so optimistic, so sociable and so energetic. Because they are in a natural state of excitement.

　　VTA is close to the primitive brain area related to hunger and thirst, so love is a basic driving force of human beings, and can even be regarded as a survival mechanism, as important as people’s desire for food and water. This driving force, this survival mechanism, is also an addiction.

　　Passion and anger are interlinked.

　　Like all addictions, love can ruin life, especially when a person is abandoned.

　　The experiment also recruited newly lovelorn people to undergo brain scans. The data shows that abandoned lovers are still madly in love and deeply attached to their ungrateful partners. They are suffering from physical and mental pain. They are like rats on a treadmill, indulging in what they have lost. They are even eager to get back together with ungrateful partners, just like the performance of addiction withdrawal.

　　This trajectory of abandonment and recovery has a fixed pattern: in the first stage, that is, the protest stage, abandoned lovers try their best to regain the love of unfaithful partners. Subsequently, the stage of "obedience/despair" begins, and lovers give up hope and fall into pain and despair.

　　These two stages are related to the dopamine system in the brain. When lovers encounter obstacles, their passion is even stronger — — This is "attraction frustration".

　　Frustration strengthens the feeling of love. This phenomenon is rooted in the brain. If an upcoming reward is delayed, neurons in the dopamine system of the brain will continue to be active, which maintains a person’s feeling of strong love.

　　Stress will enhance this dopamine response. Even if the abandoned party shows sympathy when they break up and continues to perform their responsibilities as friends or children together, many abandoned people still swing back and forth between heartbreak and rage — — There is also a neural connection in this reaction.

　　In fact, romantic passion and abandoned anger have a lot in common. Both of them are related to physical and mental arousal; Will lead to over-thinking, make people concentrate, strengthen motivation and goal-oriented behavior; Both of them will arouse a strong desire, either to get back together with an ungrateful partner or to get revenge.

　　The experience of love and anger can coexist.

　　Ah, that desperate puppy

　　Since love and anger will compete with each other and strengthen a person’s abandonment addiction, then we must have inherited this protest response, because it comes from a basic physiological mechanism of mammals, and as long as any form of social contact is damaged, this mechanism will be stimulated.

　　Take the puppy as an example. If the puppy is taken away from its mother and left alone in the kitchen, it will immediately start running, frantically pouncing on the door, barking and sobbing in protest. Separated young rats will also constantly make calls with ultrasonic waves, and they can hardly fall asleep because the brain arouses them too strongly.

　　The purpose of this kind of protest is to raise vigilance and urge abandoned individuals to object, seek and ask for help. Protest, stress response, frustration attraction, abandonment of anger, desire, withdrawal symptoms … … All this plays a role in crimes caused by love all over the world.

　　Like all addictions, love can lead to violence. However, abandoned lovers will eventually give up. They stopped pursuing their old love and entered the second stage of abandonment: compromise/despair. At this stage, the abandoned party feels tired, depressed, sad and depressed, which is the so-called "desperate reaction".

　　Of course, most abandoned people have already felt this kind of sadness in the previous protest stage, but with all hopes dashed, the feeling of sadness is likely to increase. This despair is related to multiple brain neural networks; However, the dopamine circuit is most likely involved.

　　No one can escape this addiction.

　　As abandoned lovers begin to believe that rewards will never come again, dopamine-producing cells in the reward system will reduce their activities, which leads to burnout, depression and depression. Short-term stress will promote the production of dopamine and norepinephrine, while long-term stress will suppress the activities of these neurochemicals and cause depression.

　　Many professionals define addiction as a pathological and problematic disorder. However, because love is a positive experience in many cases (that is, harmless), most researchers are still reluctant to formally list love as an addiction.

　　However, in terms of behavior patterns and brain mechanisms, love addiction is as real as any other addiction. Even when love is not harmful, it is also related to strong desire and anxiety, and can urge lovers to believe or do dangerous or inappropriate behaviors.

　　Even, some of the activated reward pathways in lovestruck or abandoned men and women can be activated by other addictive substances, such as alcohol, opium, cocaine, amphetamines, marijuana and tobacco (as well as non-material addictions, such as eating addiction and gambling addiction).

　　However, other addictions only affect a small part of the population, while love is not. Almost everyone will encounter this kind of love addiction at some stage in his life. The brain system related to dopamine, vasopressin, oxytocin and other neurochemicals plays this "painful and enjoyable" symphony of life together. (comprehensive /Levy)

During the Double Eleven this year, beauty care has achieved remarkable results. Now more and more young people begin to pay attention to their own image and are willing to spend time and money on their faces, which also gives us great opportunities in the beauty market. The author also used the data to re-list the trend of the beauty market for us. Let’s take a look.

In the economic downturn, "lipstick effect" is one of the most frequently mentioned keywords.

The lipstick effect is still in effect in China. According to BCG&TMI data, the domestic high-end beauty market has maintained a high growth rate of 20% in the past few years. Although there has been a slight correction of 2% this year, it is almost harmless compared with other consumer tracks that have been hit hard.

In the past Double Eleven period, the star map data showed that the GMV of beauty care reached 82.2 billion, accounting for 8% of all categories, which was also consistent with the ranking in 2021/2020.

In the high-end beauty market, the status of international brands may be hard to shake for a long time. Looking at the top ten brands of Tmall’s double eleven beauty category turnover this year, only Polaiya and Winona, domestic brands, squeezed into the fifth and sixth places on the list. According to Euromonitor data, since 2019, the top three positions of high-end cosmetics market share have been firmly controlled by L ‘Oreal, Estee Lauder and LVMH. In 2021, the market share of the above brands reached 18.4%, 14.4% and 8.8% respectively.

However, the noteworthy change is that during the Double Eleven this year, most of the growth rate of international beauty brands GMV turned negative, while domestic beauty brands still maintained strong growth.

According to the magic mirror data, during the Double Eleven in 2022, the domestic beauty brand GMV reached 5.678 billion, which was only 1/3-1/4 of that of foreign brands (20.961 billion), but the domestic and foreign brands GMV of TOP50 increased by 49% and -2% respectively, continuing the trend of 618.

When domestic brands are constantly attacking the high-end market, the consumer/category structure of the beauty market is also changing rapidly: after 00, they begin to enter the workplace, their income is not high, and their ability to screen information is stronger; After years of market education, the demand of essence, cream, sunscreen lotion, pre-makeup lotion/toner and other sub-categories is steady, and new potential categories such as body lotion and high-end perfume are eager to compete for consumers’ attention.

How can brands capture the above trends and reach new beauty consumers with more innovative means? Recently, Tencent Marketing Insight (TMI) and Boston Consulting Group (BCG) jointly released the Insight Report on Digital Trend of High-end Beauty Market in China, and the community marketing institute picked out the dry goods to share with readers.

What is the high-end beauty market? How expensive can a product be considered high-end?

One division and reference standard given in the report is to divide the beauty market into high-end skin care, high-end makeup and high-end perfume:

• High-end perfume must surpass 500 yuan;
• In the high-end skin care sector, the price of essence/cream/eye cream products (with significant repair effect) exceeds 500-750 yuan, and the price of lotion/makeup remover/facial cleanser/mask/sunscreen/body lotion (for daily care) exceeds 200-300 yuan;
• In the high-end makeup sector, (whole face makeup) foundation/pre-makeup cream/primer/loose powder exceeds 350 yuan, (partial makeup) concealer/highlight or blush/eye shadow eyeliner mascara/eyebrow pencil exceeds 200-250 yuan, and (lip makeup) lipstick/lipstick exceeds 250 yuan.

Based on the statistics of the above categories, it is found that the high-end beauty market in China dropped slightly by 2% in 2022, mainly due to the decrease in quantity, but the purchase grade and price of products did not fluctuate obviously. Among them, the user penetration rate of high-end skin care, high-end make-up and high-end perfume reached 90%, 50% and 20% respectively. The number of high-end make-up consumers declined slightly, and the high-end perfume showed a trend of decreasing volume and increasing price.

The reason for the above trend is that the epidemic has weakened the purchasing power of a very small number of consumers under the age of 25, and their consumption in 2022 accounted for 17%, a decrease of 4 percentage points compared with last year; Secondly, light consumers are restraining their consumption, which means that customers who spend less than 3,000 yuan a year on skin care products/less than 1,500 yuan on cosmetics/less than 1,500 yuan on perfume have dropped 9%-11% on high-end beauty cosmetics. But heavy consumers of high-end beauty cosmetics (perfume costs more than 6000 yuan a year) also prefer to buy high-end perfume.

So, who is the new addition to the high-end beauty market? Male, young and sinking market are three key words that can be refined. Compared with the old and new markets in the past year, the proportion of men has increased from 16% to 20%, the number of customers under 25 has increased from 20% to 26%, and the number of third-tier and below cities has increased rapidly from 27% to 39%.

Or the awareness of image management is improving, or they are inspired by KOL/ family and friends, or they have received perfume gifts … The entry trajectory of these new customers can be summarized as follows: at first, they began to understand high-end skin care products such as facial cleanser, essence and toner, and gradually cut into high-end beauty fields such as lipstick and makeup lotion, and at the same time, they have a strong interest in body lotion, sunscreen, perfume and other emerging categories, and they are more willing to learn/share/try new products based on social platforms.

For the high-end beauty market in the future, after 00, the male customer base will gradually grow into a market force that cannot be underestimated, and the rise of new people will also bring opportunities for subdividing categories. Although there has been no obvious change in the purchase channels in the past year, online consumer contacts also require more three-dimensional, which should be further matched with offline experience.

First of all, consumers have relatively different functions and emotional demands for different categories.

• For high-end skin care products, the functional factors that consumers are most concerned about are natural ingredients, safety and non-allergy. When considering emotional factors, in addition to the brand being trustworthy, experiencing well and pleasing themselves, consumers attach great importance to the cost performance of the products.
• For high-end cosmetics, consumers are also most concerned about ingredients, brand trust and cost performance, but "durability is good", "whether it conforms to the trend of popular makeup" and "whether it can express personality" are also unique reference indicators of this category;
• For high-end perfumes, consumers will pay attention to the time of fragrance retention, and also consider the balance between fashion trends and expression of personality, but self-satisfaction is a relatively unique indicator. "First of all, you should feel good and comfortable."

Such category characteristics also form different market styles, and high-end skin care products emphasize professionalism and cost performance; The audience loyalty of high-end makeup is low, and it is more necessary to seize the market sentiment to make fashion and explosion, and to be cost-effective; High-end perfume emphasizes the recognition of brand spirit and emotional connection, so that consumers can please themselves.

Specifically, looking at the subdivided categories, there is also a more differentiated retention grip.

In the high-end skin care market, the fastest growth of consumption in the past year is in three categories:

1. The first category is the first choice of high-end skin care products for beginners, including toner, facial essence, cream/lotion and eye essence, because they are also the core categories that distinguish brand assets, and the demand is steady. The factors that consumers most agree with are natural safety and no allergy (68%), texture and skin feeling (51%) and good brand reputation (41%);
2. The second category is a new potential category that appears with the growth of skin care knowledge, sunscreen products. This category is also promoted by brand and talent education, and the market demand is constantly strong. The market penetration rate (mainly the willingness to pay) and product strength still have room for improvement. What consumers most agree with is that the ingredients are naturally safe and non-allergic (40%) and the sunscreen effect is good (30%);
3. The third category is the new latent category, body milk, which appears from head to toe with the exquisite makeup/home attention. Because this category is mainly driven by self-esteem and new lifestyle, it needs a good reputation (29%).

Generally speaking, due to the outstanding functional attributes of high-end skin care products, the premium ability is significantly higher than that of high-end cosmetics, and there are many core categories with stable demand, and it is necessary to narrow the distance with consumers in all directions through discounts/sample trials/brand services (such as Spa appointment, product use teaching, online skin diagnosis, etc.).

In the high-end make-up market, the categories with the fastest growth in sales in the past year include two categories:

1. The first category is a new category driven by new makeup methods (mask makeup/eye makeup), including eye shadow/eyeliner and eyebrow products. Consumers in this category most agree with whether the products conform to the fashion trend (32%), novelty (23%) and limited quantity (22%).
2. The second category is the category driven by advanced makeup knowledge, such as pre-makeup milk/primer, loose powder and concealer; Consumers not only care about the ingredients of this category (34%), but also pay special attention to professionalism (29%) and novelty (15%);
3. In addition, lipstick and foundation are still the pillar categories of makeup (over 60%), and consumers are most concerned about ingredients (35%), which do not smudge/touch cups/float powder (21%) and have good durability (18%).

Generally speaking, consumers’ emotional demands for high-end cosmetics are stronger, so their decision-making is faster. Whether the brand can shorten the consumer’s consumption link from planting grass to placing orders by means of a series of marketing combination punches, such as star advertisements, product stories, product trials, discounts and exquisite packaging, is the key to efficient transformation, among which star advertisements have the most remarkable driving effect.

In the high-end perfume market, in the past year, more consumers used perfume for private parties/dates (73%) and business/office (57%). Flower and fruit notes, exotic notes, wood notes, green leaves notes and aquatic notes are the most mainstream fragrance types, but their preferences are different in different scenes.

For example, exotic fragrance and floral fragrance that can express special emotions at private parties are more popular; In the business scene, the more moderate woody notes are very popular; When outdoors or at home, except for the flowers and fruits, almost all other fragrance types can be tied.

Perfume itself is an emotional commodity, and the market cultivation of high-end perfume is at an early stage. Evaluating the success of a high-end perfume depends more on whether the brand can make consumers feel longing and psychological ripples for love and even more beautiful stories after putting out some product value points such as niche unique fragrance, exquisite and attractive packaging and well-connected brand stories.

In the past year, the categories with strong growth in the high-end beauty market showed the following characteristics:

• Consumers’ knowledge of skin care/makeup is more advanced, and they show stronger demand for products such as sunscreen/pre-makeup milk/foundation; The body management pursued by consumers is further subdivided, and the skin care/makeup is fully refined, which has a clearer aesthetic appeal for eyes/eyebrows/whole body skin;
• With the advancement of existing customers, "after 00, men, sinking market" also constitutes a new army of high-end beauty consumers, who either cut into high-end makeup from high-end skin care, or were given new varieties of grass in human gifts …

Expensive price is not equal to high-end, so is the high-end beauty market. High-end skin care products, high-end cosmetics and high-end perfumes also have very different strategies in order to fill the lining of their products and make consumers feel value for money.

High-end skin care products have outstanding functional attributes, and it is more necessary for consumers to experience and try the products at low cost through professionalism (such as ingredients, technology and patents) and cost performance; As a more emotional category, high-end cosmetics need to explore new explosions with stability, and high-end perfumes need to tell a three-dimensional moving product and brand story …

What are the experience of establishing contacts for different categories? What are the decision-making characteristics of the new customer base? How to optimize the reach of new customers? How to consider the cooperation of online and offline contacts? The above questions will be presented in the next article.

Source WeChat official account: Community Marketing Research Institute (ID: community _ marketing), insight into community consumption.

This article is authorized by Cooperative Media @ Community Marketing Research Institute, where everyone is a product manager. It is forbidden to reprint without permission.

The title map comes from Unsplash and is based on CC0 protocol.

This article only represents the author himself, and everyone is a product manager. The platform only provides information storage space services.

After Arsenal lost to Nottingham Forest in the away game, Manchester City won the Premier League title three times ahead of schedule, which was the first time in the team’s history that the Premier League won three consecutive titles. Manchester City captain Gundogan said, "I will never forget this season".

"It is a very special thing to help the club complete three consecutive championships. The Premier League is undoubtedly the most demanding and competitive league in the world, so I want to tell you what a great achievement this is. "

"This team has outstanding talent and is very special. It is a great honor to be the captain this season. I also want to thank Guardiola, all the coaching staff and everyone who works in this club. They help us every day and provide us with everything we need to succeed. Without their support, we could not have won this championship. "

"It’s incredible to win this trophy three times in a row and five times in six years. The excellent strength and continuity prove the position of this Manchester City and will ensure that the club will continue to strive for success."

"This is a season that I will never forget. Excellent fans have always been with us. Without their great support, I don’t think we could have achieved what we have achieved in the past six seasons. Their enthusiasm and support are so important to all of us. "

"The hope of winning the Premier League title again is an appropriate way for us to express our gratitude to the fans."