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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.

CCTV5 Live Table Tennis Program： CCTV 5 Live Table Tennis Competition on December 7, with schedule attached.

On December 7th, Chengdu Mixed Team World Cup was in full swing, and the competition schedule was tight, and the top eight teams would compete fiercely twice a day. China table tennis team played against China Taibei team and French team. These two focus matchups will be broadcast live on CCTV5, so fans can prepare for the game in advance and enjoy the passion and excitement of table tennis.

Looking back at the opening match of the second stage, China beat Slovakia with an 8-1 record, and now it is temporarily ahead in the standings, accumulating 4 points. According to the ranking of the winning and losing games, the national table tennis team ranked first with 16 wins and 1 loss, while the Japanese team ranked second, while the South Korean team temporarily ranked third in the following position. This record not only won glory for the China team, but also brought full expectation and excitement to the fans.

In this competitive table tennis match, China team showed extraordinary team strength and technical and tactical level. The hard work and tacit cooperation of the players made the audience immersed in the torrent of the game. In the next competition, China table tennis team will continue to win glory for our country and show the world the powerful strength of China table tennis. The fans are looking forward to more exciting moments, and believe that the China team can create more brilliant achievements in this world-class team competition and win more praise for the motherland.

Top attack, top defense! Count the five superstars in NBA active service.

In this era of small balls, there are fewer and fewer players who can integrate offense and defense. A top superstar like Curry also has a weak defense. Some players are very aggressive, such as Treyan and Anthony, but their role on the court will not be too great. Such players are commonly known as "attacking kaleidoscope and defending ten thousand people." There are also some players who are strong in defense but poor in attack, such as Gaubert and Vanderbilt.

So do you know that the top five stars are active offense and defense? Let’s take a closer look at the little vegetables that love basketball.

Presumably, you all know the player Brother Alphabet more or less. After all, he is the MVP of the 21-year finals. His offensive skills are rough, but he can still rely on his body to score 31.1 points +11.8 rebounds +5.7 assists +0.8 steals +0.8 blocks last season. His offensive deterrent power of the face frame belongs to the top in history, and no one can stop it when he rushes up. As far as physical fitness is concerned, he is a combination of Wei Shao and Durant. He can average 31.1 points per game with poor shooting ability and poor back ability. On the defensive end, Brother Alphabet is a top defensive master on the perimeter. He is fast, has a long arm span, has a good defensive consciousness and a positive attitude, dares to confront, and has been selected as the best defensive player for four times and won a DPOY. His ability to combine attack and defense ranks first in history. Don’t question his strength because of his bad actions.

Leonard, the leader of the Clippers, made his mark as early as 14 years ago, and became famous for his good defense against James. Leonard’s offensive skills are very comprehensive. He is proficient in middle distance, three-pointer and breakthrough, and he has also developed some passing skills in recent years. Last season, he averaged 34.5 points +6.5 rebounds +6 assists +2 steals in the playoffs, with an overall shooting percentage of 54.5% and a three-point shooting percentage of 60%. In addition, leonard is the top perimeter defender in history, and his "death entanglement" scares opponents. He was selected for three best defensive first and two best defensive second, and won two DPOY honors.

If I choose DPOY for last season’s playoffs, I will not hesitate to vote for Davis. How strong is Davis? Just look at little Jaron Jackson. Little Jia Lun is the best defensive player in the regular season, but he can’t prevent Davis from bombing inside. The score is higher or lower depending on how Davis feels in this game. His playoff average of 22.6 points +14.1 rebounds +1.4 steals +3.1 blocks is terrible. In addition, he also supported the Lakers’ inside defense by his own efforts, averaging first in the rebounding league and first in the blocking league. Attackers will become Nuo Nuo-only when they play against him, except Jokic.

In fact, I don’t want to put James in, but he did achieve the integration of offense and defense in the playoffs. James used to play "with the ball at the center", but because of his declining physical strength, he was transformed into a 3D striker in the playoffs last year, with Russell and Reeves in charge of the ball. In this regard, he also maintained a relatively high efficiency and comprehensive offensive skills. He will not be soft when the team needs him to stand up at the last moment, and he will definitely kill his opponent in the playoffs. On the defensive end, the "no-fly zone" formed by James and Davis in the first round made Grizzlies suffer a lot. He averaged 24.5 points +9.9 rebounds +6.5 assists +1.1 steals +1.1 blocks in the playoffs, which really subverted the cognition of fans. At the age of 38, he could still play like this.

Jokic was the winner of the championship last season, and he smashed many insiders to win the championship. His offense is really impeccable, averaging 30 points +13.5 rebounds +9.5 assists +1.1 steals +1 block. No one inside can stop him, and his three-point shooting rate even reaches 46.1%. His passing ability is also the top in the league, and he has no weakness except his ability to get off quickly. On the defensive end, his traverse speed is average, but his defense prediction is good. His quick-break ability is average, but his team system is good. His defense is not the top level, but it is also sub-top. It is much better than when he first entered the league. It can also be called an integration of offense and defense.

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Reporter： The Qatar consortium offered Manchester United the highest price. Glazer delayed the transaction to get more money.

Live on March 11th, Qatar reporter reported that the Qatar consortium’s offer for the acquisition of Manchester United is the highest and most complete, but the Glazer family wants to get more money, so the transaction has been postponed, but they will eventually agree.

After the Glazer family announced the sale of the team, the Qatari consortium Al Thani family and Sir ratcliffe, Britain’s richest man, both made public bids for Manchester United.

Learn from a painful experience! Paris plans to strengthen its defense this summer, with Inter defender and Manchester United captain on the list.

Take Bayern as an example. The Bundesliga giants only conceded 2 goals in 8 matches in the Champions League, and Paris also conceded 10 goals in 8 matches, five times as many as Bayern. The so-called good defense can go further, and Barley has planned to strengthen the signing of the defense line this summer. Captain Marchionos is the undisputed core of the defence, and Gabriel is in talks with him to renew his contract. Ramos, who is about to turn 37, is likely to leave after his contract expires this summer. Going to Saudi Arabia to find gold with Cristiano Ronaldo is his next plan. As for Kimball’s future, which has been injured repeatedly this season, it is unclear. Last summer, he was linked with Chelsea, Inter Milan and other teams. To this end, Greater Paris has targeted several powerful substitutes.