标签： 杭州夜生活

　　CCTV News:Nowadays, positioning and navigation is a must-have for home travel for many people. But when it comes to positioning and navigation, everyone still thinks of GPS first. GPS in the United States has almost a monopoly position due to its seniority and fame, and has even become synonymous with navigation and positioning. But now, this "big net" that has monopolized for decades is finally about to be broken by China! That is the Beidou navigation system independently developed by our country.

　　At the 8th China Satellite Navigation Academic Conference that just ended last week, our country’s Beidou navigation system once again became the focus of attention. It was revealed that 15 Beidou satellites are currently in stable operation in orbit and have completed service coverage in the Asia-Pacific region. Five new-generation Beidou satellites have completed in-orbit commissioning and are about to be connected to the network. This means that starting from the second half of this year, our country’s Beidou satellites will officially start global networking, pulling off the curtain of the Beidou system for global services. It is expected that by 2020, global service capabilities will eventually be formed.

　　 So, can China’s "Beidou" smoothly enter the market of European and American countries in the future? Where will "Beidou" rank in the global satellite navigation system? Xu Ying, born in 1983, a navigation system scientist, has been engaged in Beidou-related research for more than ten years, and is the youngest researcher and doctoral supervisor since the establishment of the Institute of Optoelectronics of the Chinese Academy of Sciences. Under Xu Ying’s telling, the story of the Beidou system becomes easy to understand, and you will refresh your understanding of this "important weapon of the country"??

　　What is "Big Dipper"?

　　The satellite navigation system is a group of stars 20,000 kilometers away from us, providing us with location-based services. The satellite navigation system is referred to as the GNSS system, and there are a total of 4 VIP members in the GNSS club. In addition to the well-known US GPS system, including Russia’s GLONASS system, the European Union’s Galileo system, and our country’s independently built Beidou satellite navigation and positioning system.

　　The Beidou satellite navigation and positioning system is a satellite navigation and positioning system independently built by our country. It is currently in the stage of construction and application promotion. It consists of five geostationary orbit satellites and 30 non-geostationary orbit satellites. The Beidou satellite navigation system is expected to provide a global service around 2020.

　　In the GNSS club, the members are most concerned about the issue of frequency resources. All frequency resources must be applied to the ITU, which will be divided by the ITU. In the initial stage of the construction of the satellite navigation system, the frequency resources were relatively abundant, and the relatively early GPS system and GLONASS system did not have the problem of frequency resource conflict. When the Beidou system and the Galileo system were established, the frequency competition was very obvious. At that time, the Galileo system actually applied for this frequency resource in advance, but due to the economic crisis in Europe, the Galileo system funding chain was broken. Although they launched satellites and occupied orbital positions at that time, they did not transmit this frequency signal. According to the "first come, first served" regulations of the ITU, whichever country can launch this satellite first, and the satellite transmits the signal of this frequency down, the frequency resource will be yours in the future.

　　Because April 17, 2007 is the deadline for the frequency resources declared by Beidou, it is required that the Beidou test satellite must be launched in advance, which is very rare in our country’s aerospace history. Because advance will bring a series of problems. But after the cooperation of various departments, in order to compete for this frequency, our country successfully launched the Beidou test satellite on April 14, and the satellite changed its orbit on April 15. On April 16, the satellite began to send down signals. Within 24 hours before the frequency resources applied for by Beidou expired on April 17, China officially launched the frequency resources declared by Beidou, which also opened the curtain on the construction of the Beidou global system.

　　There is a famous saying in the industry: "The application of satellite navigation and positioning systems is only limited by imagination." It is no exaggeration to say that, as a typical national heavy weapon, it is like our water, electricity, and highways, and is the guarantee of our social construction foundation.

　　The Beidou system not only provides basic functions such as location, navigation and timing, but also provides communication functions. For example, one day a person drifts to an isolated island. If he chooses GPS, he can only know his location and cannot notify others to come to the rescue, so he can only survive on the deserted island. If he uses the Beidou system, the situation is completely different. He can not only know his location, but also send his location to people tens of kilometers away, hundreds of kilometers away, or even thousands of miles away, so that you can soon say goodbye to your GPS-wielding buddy on the rescue boat~

　　The Beidou system is very easy to use, why do people seem to rarely use Beidou in life now, it seems that there is a little more GPS. The GPS satellite navigation and positioning system was built about 20 years earlier than the Beidou system, and the 20-year historical gap cannot be filled overnight by our technology. The application and promotion of the GPS system has been very mature. For example, the cheapest GPS chip may be about two dollars, while the chip price of the Beidou system may still be generally around 100 yuan due to mass production and other reasons. "Unaffordable" restricts the development of Beidou, but unaffordable is not the main factor restricting the development of Beidou.

　　Around 2011, there was a piece of news that spread all over the Internet. At that time, the headlines used by the media were "Tsinghua girls cracked Beidou and sent it to the United States", or "Beidou’s tens of billions of investments were wasted" and so on, which was more sensational. So is Beidou really so vulnerable? Of course not. In fact, the real unreliable is the GPS system. Because the GPS system is only open to us, and the GPS signal is easy to change during the war. The United States once turned off the GPS signal to the European Union during the Gulf War. The European Union was also very dissatisfied, so in order to protect autonomy, the European Union began to build the Galileo system. For us, too, in order to ensure reliability, our country began to build its own Beidou system.

　　Back to the news of Tsinghua girl cracking Beidou, in fact, she just deciphered the pseudo-code sequence of Beidou’s civil code signal. First of all, during the construction of Beidou, for the sake of compatibility and interoperability, Beidou’s civil code design is in the same vein as GPS and Galileo, and there is no special design. Our country hopes that people all over the world can use Beidou, not only China’s Beidou, but also the world’s Beidou. She wants to crack this unencrypted civil code signal, which is actually not technically difficult. From the perspective of scientific research, it is a problem of signal detection and estimation. In fact, in 2012, our country has announced the ICD file of Beidou, telling everyone our civil code format, hoping that receiver manufacturers around the world can use this ICD file to produce corresponding Beidou receivers.

　　In addition to the civilian code, Beidou also has a military code. The military code has been specially designed such as encryption, which is stable and reliable. If you want to crack the military code system, we may suggest some simpler ways. That is to build a time-travel machine and eavesdrop on the side when you go back to the Beidou military code design. This technical difficulty is easier than technically cracking the Beidou military code. Therefore, everyone must believe that our Beidou system is very easy to use and very stable.

　　At the end of the speech, Xu Ying called on everyone to support the Beidou system more, and she and all the researchers dedicated to Beidou satellite navigation will also make unremitting efforts to let the Beidou giant ship continue to ride the wind and waves to the world.

　　Source: CCTV News, China Broadcasting Network, China Popular Science Expo

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.