南京新茶外卖论坛

June 1st is not just a festival for children, but also a carnival for adults who maintain their childlike innocence.

This Children’s Day, Wahaha co-branded the national manga "Under One Person", shouting "Who is still not a baby?", conveying an innocent attitude to life. At the same time, it launched online and offline product promotion activities, gaining praise from consumers and also opening up the June 1 marketing volume.

From this joint move, it can also be seen that Wahaha is not only targeting real children on Children’s Day, but also young people who advocate national culture, and focusing on vertical circles is also one of Wahaha’s strategies to focus more on young people in recent years. How to organically combine the "childlike innocence" represented by AD calcium milk and the IP of Dareguo Manman has become the key to this joint name.

Fans who are familiar with the plot of "Under One Man" may be very easy to get the ingenuity of this Children’s Day joint name. The life of the anime heroine Feng Baobao is a mystery, and she is strong and powerful during the war, but her heart is pure and simple, and she can switch between the two forms of independence and innocence and cuteness at any time, which is very consistent with the idea of AD calcium milk to convey childlike innocence.

In the animation, Feng Baobao, Zhang Chulan, Zhang Lingyu, Wang Ye, Zhuge Qing and other protagonist group members also became smaller under the "magic" of AD calcium milk, and appeared in the classic 220g bottle of AD calcium milk with a cute version image. This is also the first time that 220gAD calcium milk has launched a joint packaging; while the 450mL large bottle packaging is the original character image of the animation, and at the same time customized new flavors of strawberries and peaches. The differentiated joint name makes the meaning of "limited" on Children’s Day stronger, and it can also attract the attention of consumers of different ages.

It’s not a good idea.Online and offline festivals are created at the same time, and "Mengqi" is linked to improve product promotion efficiency

When the protagonist group of "Under One Man" comes to Wahaha Amusement Park to celebrate June 1st, what kind of adventure will happen?

Since May 26, Wahaha’s June 1 marketing "horn" has been sounded in advance. With the release of Wahaha’s official Weibo official promotion of June 1 theme activities and animation TVC, Feng Baobao and other protagonists drank AD calcium milk and became childlike babies in Wahaha amusement park, interspersed with animation eggs to resonate with fans; at the same time, launched a Douyin Talent Challenge, launched interactive sharing gameplay with the theme of "Children’s Day is coming, quickly @the person who called you baby asks you to drink AD calcium milk", and took the lead in establishing the product promotion volume on the eve of June 1.

On June 1st, the joint version of AD Calcium Milk of "Under One Person" took the lead in opening the curtain of Wahaha e e-commerce promotion, and further enhanced the hot-selling topic through limited sales of joint peripherals; offline through the clock in limited-time paradise, Shanghai Lawson, family bag store activities created a comprehensive atmosphere of activities. It is worth mentioning that AD Calcium Milk also released the news of the joint character of Feng Baobao in "Under One Person" on June 1st, which will continue Q Meng’s childlike innocence in July.

Taking advantage of the Children’s Day node, Wahaha launched an online + offline "combination boxing" marketing campaign to further promote AD calcium milk series and new flavor products, continue to enhance brand exposure, consolidate consumers’ minds, and achieve a win-win situation between product volume and sales growth.

Continuous release of IP core, AD calcium milk weaving "childlike universe"

AD calcium milk was born in 1996, and its "debut" has never lost its popularity, and it has always been a strong single product of Wahaha. With its sour, sweet and rich milk aroma, it has been popular for more than 20 years and has become the "favorite" of countless young people. Its "childlike" and "underage" IP attributes have also gained a group of loyal fans who are obsessed with "cute style" and love "two-dimensional".

AD calcium milk obviously also knows its own advantages, and has carried out a systematic "plan layout". Since 2018, it has carried out IP-based integrated marketing, and has successively launched AD calcium milk-flavored moon cakes, zongzi, and ice cream, so that the classic taste of AD calcium milk sour and sweet breaks through the restrictions of the bottle body; subsequently, by cooperating with BilibiliWorld June 1st Manufacturing Festival, customized DIMOO packaging, and Teddy’s collection packaging, it continues to extend vertically to various circles such as trendy play circles and two-dimensional yuan circles, and at the same time strengthens the "Today’s Minor" IP. For a while, "June 1st will drink AD calcium milk" and "drink AD calcium milk in rows" have also become festive atmosphere scenes.

Today, AD calcium milk is still Wahaha’s well-deserved trump card. The best-selling performance for more than 20 consecutive years reflects the strong appeal of a classic beverage product across the time dimension. Wahaha’s official announcement to become the official non-alcoholic beverage sponsor of the Hangzhou Asian Games in 2021 also highlights the hard power and brand influence of established enterprises.

Adults are enthusiastic about June 1, which actually reflects the desire of contemporary young people to temporarily unload the burden of life and retrieve the simplicity and beauty of their childhood. "Who is not a baby yet?", the brand is using its own way to strive to locate the consumer group corresponding to the age group. Wahaha advocates for older children to break the shackles of age and return to their innocence from various angles.

All media reporter of Yangcheng Evening News, Gong Weifeng

On the afternoon of April 19, the 11th season press conference of Zhejiang Satellite TV’s "Run" was held in Guiyang. Yangcheng Evening News reporters were invited to participate in the press conference and witnessed the enthusiasm and touching scene. On the same day, members of the brothers group Li Chen, Zheng Kai, Sha Yi, Bailu, Zhou Shen and Fan Chengcheng appeared. Yang Ying was absent from the press conference due to filming, and specially recorded VCR to send blessings in the air to fill the memory value. It is reported that the first program of this season will land on Zhejiang Satellite TV at 20:20 on April 21, and will be launched on the "Z TV" client side at 20:50.

[A] New season: Brother group sports surge

Last week, the 11th season of Zhejiang Satellite TV’s "Run" aired the pilot film. In the program, members of the brother group and flying guests gathered in Chengdu to start a fantasy journey. After the broadcast of the program, the audience ratings reached the top strongly, and the topic of go LIVE caused heated discussions among netizens.

Director Yao Yitian revealed that the theme of this season is a beautiful fantasy journey: "We will capture the most sincere life state of people at the moment, and the audience now likes simple and pure content, so as to obtain the most primitive energy and happiness. This season’s journey, the theme and content of each issue will always bring freshness to the audience, and there are many patterns that did not appear in the previous ten seasons." He gave an example: the theme of the show can be seen in the pilot: "We walked into Chengdu to explore the Jinsha Ruins Museum, presenting the ancient Shu civilization, full of mystery." He also introduced that the "National Karaoke Contest" they filmed in Guiyang used 400 microphones. "These things, we don’t usually do, but sometimes it’s so crazy." In addition, Yao Yitian revealed that this season’s program team will also visit Jiangsu, Zhejiang, Shanghai, Northeast China, and go abroad.

At present, the eleventh season of "Run" is nearly halfway through the recording. Talking about their feelings, members of the fraternity group have expressed that the new season’s exercise volume is very large. Bai Lu said: "The program team considers our usual exercise volume and encourages us to live a healthy life. Maybe some people (Sha Yi) don’t exercise at ordinary times, and the new person (Fan Chengcheng) doesn’t seem to exercise either, but now we often do aerobic exercise all day." Zheng Kai joked that he is paid to exercise, and he usually does not have to go to the gym: "This season, every recording has filled up the exercise volume. My WeChat steps are no less than 10,000 steps a day, and my legs are often congested and swollen."

Sha Yi was the oldest and the weakest of the brothers, but the program didn’t give him the green light either. "The first day of recording in Guiyang was very strenuous," he said. "At dinner in the evening, Yao Yitian asked me distressingly if my body could eat enough. I said that I was a little weak, maybe I was at a critical point, but the other brothers should be okay. Yao Yitian said he would definitely take care of me. But after recording yesterday, I was so tired than the day before yesterday that I didn’t think about it for me at all."

As the biggest change in the staffing of the Brotherhood this season, the addition of Fan Chengcheng, the first member of the post-00s generation, can be said to have attracted much attention. Fan Chengcheng showed great strength in the pilot, and his familiar personality allowed him to quickly integrate into the team. Fan Chengcheng also felt the intensity of the show, and said with a wry smile: "They told me that they tore up the famous brand three times in the last season, but this season they have recorded almost half of it, and they have torn up the famous brand five times. Yao Yitian may not have a clear understanding of my body, or he may think that I am young and can tear it." He also joked that he just took pictures of going to the gym two days ago, and soaked in it for almost four hours. "I came out after taking a set of photos."

[B] The tenth year: "Let’s Run" enters its teenage stage

At the press conference, a review video of the ten seasons of "Run" touched the audience. In the past ten years, the Brotherhood has crossed the Yangtze River, played the chorus of the Yellow River, launched a food defense war, opened the window of She culture, ran into the United Nations, and harvested the roses of "picking up the season" time… Looking back at the past, Li Chen, a member of the early Brotherhood, once choked up: "Every time I was with them, I didn’t dare to look at the previous pictures, and when I saw them, I felt very touched."

Zheng Kai, who is also an elderly member of the Brotherhood Group, sighed: "We often hear many children say that I was still in primary school at that time, and now I am in college; I was still in college at that time, and now I have a family. So many brothers have come and gone over the years, but we’run one day, brothers for life ‘. Those who have run together are brothers, and all the accompanying audiences are also brothers. I hope more audiences will grow up with us and continue to write the story of’Running Man’."

Yang Ying, who was absent from the press conference due to filming, sent a VCR to share her ten-year experience: "The audience who has always supported us in front of the big and small screens, it is your company that has allowed our show to reach the eleventh season. Ten years have gone hand in hand, and ten years have been together."

Jiang Minhao, a member of the Party Committee and deputy director of Zhejiang Satellite TV, compared "Run" born ten years ago to "newborn", and after growing up, it has entered the "juvenile" stage. Whether it is the newly established exclusive interactive community "Run Youth Tribe" on the "Z Vision" client side, or more new program ideas will inject fresh blood into the "Run" IP, "We are still starting".

For his part, director Yitian Yao says that Run is almost his youth: "When we do it very purely and sincerely, the result naturally becomes what everyone likes."

[Interview]

They had something to say about Running Man…

Li Chen: I am often moved to tears

When it comes to the biggest change, Li Chen believes that his heart is gradually settling, and he will be moved by the moments of the past: "The program team often arranges to play clips from the past, and after the broadcast, everyone will look at me, and then see an old tearful me." He also felt the change in the program mode: "Although I have good physical fitness and can work hard to tear the famous brand, the game has been upgraded. In one episode of this season, I have to judge whether I can tear the other party’s famous brand. Now, I have to not only maintain my physical fitness, but also use my wisdom."

Zheng Kai: I ran with the videographer

Recently, Zheng Kai has explored sports such as football, tennis and golf, and has also won the first place in the community. "All the sports I do are to have a good body, to perform better," he says. He sees the power of example in the follow-up videographer: "I often find in the gym that the teachers of the follow-up camera team sometimes run on the treadmill with machines and dumbbells." Before filming this season, Zheng Kai and the follow-up videographer said: "This season I am ready, you let go and run." In the show, Ma Boqian chased Zheng Kai, and he and the videographer looked at each other. Zheng Kai noticed that the videographer immediately adjusted the way he carried the camera. "He knows how to run faster and more steadily with the machine, which is very professional."

Fan Chengcheng: I was transferred from "Hi Fangpai"

Talking about the reason why the Airborne Brothers became a permanent guest, Fan Chengcheng revealed: "I said in’Hi Fangpai ‘that the station gave all the golden recording time to’Running Man’, and’Hi Fangpai ‘was recorded in summer. It’s too hot! It really doesn’t work, our people from" Hi Fangpai "should go to’Running Man’! As a result, Yao Yitian got me over. I am very happy to play with everyone and bring happiness to more people." Li Chen spoke highly of Fan Chengcheng’s performance: "He can sing, dance, speak, quickly integrate into the show, and his acting career has also developed very well. Running Man will bring many challenges to artists. As for whether he performs well or not, I believe everyone will have satisfactory answers after the show is broadcast."

Zhou Shen: The more unfamiliar you are, the more treasures you can unearth

This season, the program team came to Guiyang. As a native of Guiyang, Zhou Shen was very surprised and worried: "I am very happy to let the audience across the country know Guiyang, and I am also worried that everyone will not like the food and beauty of Guiyang introduced. In my heart, Guiyang is a treasure city. The more unfamiliar everyone is, the more treasures they can dig."

Sha Yi: Willing to participate in children’s favorite programs

In 2014, Sha Yi had already started chasing "Let’s Run", and his two children were huge fans of the show. "As a father, I would like to participate in the show that my children like." In the show, Sha Yi’s physical strength is not a strong point, but he insists on participating in competitive sports, "for me, it is a very honored thing." He joined the show from the eighth season and has been participating in the four seasons. He feels that the format of the show is increasingly rich: "At first, it was focused on competition, but now there are many stories and reasoning, and people of different ages can find the high point." In the past, Sha Yi often "lied" on the show, but this season is not only not easy to deceive, but also a little overkill. "I have been a good person for several episodes, but I can’t argue. I hope everyone can give me a chance to be a new person."

White Deer: Holding Zhou Shen’s neck and calling him to sing

In the show, White Deer once named himself "Queen of Hengdian Songs" during the song name guessing process. Talking about this title, she said: "I listen to a lot of songs, so I am more confident. However, the king of songs here is Zhou Shen." Zheng Kai broke the news: "White Deer often pinches Zhou Shen’s neck and calls him to sing. Zhou Shen is tired enough after one day of recording the show, and he has to sing with White Deer in the evening. When he wakes up the next day, his throat is smoking." Zhou Shen added: "White Deer really likes music, she tells me what songs she likes, and we will sing together." White Deer couldn’t hide his admiration: "You know, it is not so easy to listen to Zhou Shen sing at ordinary times. I finally got the opportunity to enjoy it." Zheng Kai went on to say a homophonic meme: "Bailu can participate in the music variety show, but I don’t know if it will be recorded for nothing."

1905 movie network feature Hollywood superheroes account for half of the movie industry, but not all of them have superpowers. The heroes in domestic movies are more down-to-earth. They can be upright heroes in troubled times; they can be veterans in the hustle and bustle of the city; they can also be heroic fathers who fight for their sons’ dreams.

Waiting for the movie channel,Feel the heroic feelings under the light and shadow together!

"Huang Feihong’s Hero Has a Dream"

Fight Index: ★ ★ ★ ★ ★

Recommended reason: version Huang Feihong, the appearance and figure are the same

Broadcast time: January 14 around 17:46

Twenty years after the 1991 version of the series became a classic in one fell swoop, Hong Kong’s emerging directors once again challenged the kung fu classics and turned out. The film brought in many big-name stars to help, not only a new generation of actors such as Peng Yuyan,,, and, but also kung fu big names. After Tsui Hark’s version of "Wong Fei Hung", Huang Fei Hung’s kung fu legend was reopened.

The story takes place at the Pearl River Wharf in Guangzhou at the end of the Qing Dynasty. The Black Tiger Gang carried out a despicable human trafficking business, ruling the poor people in the port with threats of violence, leaving people in dire straits. Huang Feihong, a young man full of justice in troubled times, vowed to change this situation. He and his friends set up an ambush, saved the poor people, and restored peace to Huangpu Port, and the real hero was born.

Wonderful movie review:The theme is deepened and the visual effects are shocking.– from Time Network Wenxiang

"Police Story 2013"

Fight Index: ★ ★ ★ ★ ★

Recommended reason: The first interpretation of father-daughter love

Broadcast time: January 16 around 20:15

As Jackie Chan’s most classic screen masterpiece, the series can be described as enduring, a landmark work in police and bandit action movies, and Jackie Chan has become the best spokesperson for the screen police with this series. Ten years later, Jackie Chan restarted the classic and launched a new work.

As night falls, in a large bar in a busy neighborhood, all the guests are taken hostage. Among them are the detective Zhong Wen, played by Jackie Chan, and his daughter Miao Miao. The bar owner, Wu Jiang, who is the robber, uses the hostage as a threat to demand the release of a criminal who has been detained for many years. What kind of motive is it worth taking? A life-and-death kidnapping unfolds in a "secret room", which uncovers the truth of another kidnapping case that has been dusty for many years…

Wonderful movie review:The combination of Chinese-style father-daughter affection and Hollywood-style action fights is full of excitement.JoeyLu from Douban

"Galaxy Tutoring School"

Warmth index: ★ ★ ★ ★ ★

Recommended reason: not funny, very artistic

Broadcast time: January 15 around 11:15

The story tells the story of astronaut Ma Fei who goes missing unexpectedly in the vastness of space. When facing the greatest desperate situation in his life, he recalls his most amazing father.

Deng Chao’s father, Ma Haowen, was imprisoned due to an accident, which made him regret to miss his son’s seven years of growth. Seven years later, his son Ma Fei faced academic problems. Although in the eyes of the school director Yan, Ma Fei was not malleable, Ma Haowen never gave up, encouraging the child to find his dream and work hard for it. Ma Haowen and Director Yan made a bet, intending to use one semester to improve Ma Fei’s studies, proving that he is not an incorrigible student, but also a workable material.

The father and son embarked on a unique educational journey, and at the same time, a family story that spans a long time to gain love and growth began.

Wonderful movie review:Deng Chao’s insistence on every detail was achieved.– from Time Network Film Semiotics

"The Piece."

Tough Guy Index: ★ ★ ★ ★ ★

Recommended reason: Chinese-style tough guy curve to save the country and resist Japan　

Broadcast time: January 17 around 11:31

During the Anti-Japanese War, a group of outlaws gathered in the northern plains, and they made a living by looting under the leadership of the leader Fang.

One day, they kidnapped Gao Dongliang, the bridegroom. Unexpectedly, Gao Dongliang was a tough man who soon conquered the entire gang with his blood and wisdom and became the "second leader". At the same time, Gao Dongliang also convinced Fang to go to fight the Japanese invaders. After some orchestrating, this group of villains with a lot of criminal records took up the "responsibility of the man" and used their weapons and flesh and blood to sneak into the Japanese camp, trying to achieve something big…

The theme of blood brings an enjoyable movie-watching experience to the audience. Although the gangs that Fang is expected to lead are small in number and have different identities, they are all brave and loyal.

Wonderful movie review:Small people achieve great courage.– Come to Time Network Donna95

"Drunk Fist 3"

Classic Index: ★ ★ ★ ★ ★

Recommended reason: vigorous blood, upright, and a glimpse

Broadcast time: January 17 around 18:26

After the failure of the Wuxu Reformation, Yuan Shikai took the opportunity to steal the presidency. However, he was not satisfied with this, but dreamed of an emperor. He was convinced that the "jade wrench" in Shen Yu’s hand could stabilize the throne, so he sent his confidant Yang Jun to escort Shen Yu to Beijing. Not wanting to be robbed and killed by revolutionaries on the road, Yang Jun was seriously injured and turned to the martial artist Huang Linying for help. Huang Linying ordered his son Huang Feihong to protect Shen Yu. During this period, Feihong realized the true meaning of drunken boxing and cooperated with the revolutionaries played by Andy Lau to prevent Yuan Shikai from ascending to the throne and rescue Shen Yu.

Although there is no Jackie Chan in the first two films, but there are beautiful queen Li Jiaxin, revolutionary Andy Lau, the most handsome father of Huang Feihong Zheng Shaoqiu and other big bowl stars to join, adding a lot of color to this film and full of entertainment.

Wonderful movie review:The old Hong Kong films are beautiful and worth recommending.– from Time Network Yi’er

　　7month17Day, the fifth "717Knight Festival ", Meituan delivery held" Rider Honor Ceremony "in Beijing·"Pioneer Power" Award Ceremony, presenting "Best Growth Award", "Top Ten Product Experience Officers", "Anti-Epidemic Pioneer Award" and "City Guardian" to outstanding riders9The grand prize.

　　From a rider to the head of a catering brand, the Changsha guy won the "Best Growth Award"

　　At the award ceremony, award-winning riders from cities and cities all over the country with outstanding professional performance gathered together. As a rider mentor who has brought nearly 1,000 "apprentices", Li Shuai of Meituan Qiqihar site was awarded the "Best Mentor Award". In order to encourage more experienced riders to become mentors, Meituan Distribution has increased the rewards for bringing new ones with old ones, and the new product "Mentor System" is launched4Over the past month, there have been110,000 riders signed up for the master group and passed the review. Cao Jinghui, a rider from Shenyang, was named the "Top Ten Product Experience Officer". According to statistics, she represents the national153The product experience officer has submitted hundreds of suggestions for product and rule optimization, many of which have been converted into tangible improvements, significantly enhancing the rider’s delivery experience.

　　Li Ling delivered an acceptance speech. Photographer: Zhang Wei

　　It is worth mentioning that Meituan Distribution also awarded the "Best Growth Award" to a group of strugglers who have gone out from their rider positions. Li Ling from Changsha won the award for her inspirational growth experience2022"Best Growth Award" of the year.4A few years ago, he was a rider in Changsha and was promoted to deputy stationmaster. Later, he entered the catering industry and gradually became the head of operation of a Hunan cuisine brand. Using his experience in the delivery service, he made special designs for the restaurant’s takeaway operation, such as optimizing the takeaway menu and speeding up the takeaway delivery speed, etc., to make the takeaway business thrive. "After I changed careers, some people said I was’very successful ‘," Li Ling said in his acceptance speech. "In my opinion, seizing the opportunity to grow and walking out of my own path is the real success."

　　In addition, Jiangxi Ruijin rider Chen Yiwen and Beijing Dawang Road Station Chief Sun Xihe also came to the scene and received professional awards such as "Best Service Award" and "Outstanding Webmaster Award" as award-winning representatives.

　　Anti-epidemic pioneers across the country appeared, and the "City Guardian" medal was10Million riders light up

　　In the "Times" of the awards ceremony, Meituan Distribution presented a series of honors to riders who have performed bravely and made outstanding contributions to fighting the epidemic. "In reality, there are no heroes who fall from the sky, only ordinary people who stand up," Meituan’s senior vice president and president of Meituan’s Daojia business group said in a speech on the spot. "Our riders have only the simplest courage and sense of responsibility, but whenever they meet someone in need, they take the initiative to go to the forefront and become the person who is needed by everyone, bursting out with power that even they themselves do not realize."

　　this year1In January, rider Luo Zongdong from Luzhou, Sichuan, rescued a woman who was planning to commit suicide during a meal delivery315All the riders who have come forward at a critical moment have been awarded the title of "Pioneer Rider" of the year by Meituan Delivery and corresponding rewards. Recently, Luo Zongdong was also recommended to participate in Meituan Delivery’s "Rider to University" program and enter the National Open University to study for a bachelor’s degree. "Some netizens saw my deeds online and said that there is a’bug ‘in my name, but in reality it is a’dragon’," he said. "I believe that it is not our name and occupation that defines us, but the choices we make at a critical moment. When we help others, we are also achieving better ourselves."

　　Under the epidemic, riders have become an important force in fighting the epidemic and ensuring the smooth flow of the last mile of urban emergency logistics. To this end, this year’s awards ceremony has a special "Anti-Epidemic Pioneer Award", which was awarded to Mei Kailin, a rider from Jing’an Temple Station who rushed thousands of miles from Wuhan to Shanghai, Liu Li, a rider from Beijing Shuangjing Station who participated in the "domestic circulation" distribution, and a rider from Shenzhen Xinsha Station who participated in the "relay delivery" in the community. Chang Luo Zaiyan, etc10An excellent example.

　　At the scene, Meituan delivery also exceeded10Ten thousand riders who stuck to their posts during the epidemic in various places lit up the "City Guardian" medal, which is not only on the rider sideAppIt shows that the rider homepage in the order details of the client is also displayed to the users of the rider service. During the epidemic in Beijing, Gao Feng, a party member and rider of Wangjing Model Station, participated in the "domestic circulation" delivery. He delivered a speech on behalf of the national "City Guardian". I firmly believe that the completion of an order is a’mission must be reached ‘. "

　　In addition, the "Pioneer Station Award", which aims to recognize the advanced rider collective, was also awarded to the Ruili Center Station, which participated in the border patrol spontaneously during the epidemic, the Jiangnan West Station, which established the first rider volunteer service team in Guangzhou, and the Hangzhou Tangqi Station, which took care of disabled users for four years10A site.

　　Festival care covers work and life, strengthening riders’ professional identity and sense of collective belonging

　　At the awards ceremony,8The children of the riders brought poetry reading performances, all of whom came from the Kangaroo Baby Home established by Meituan Distribution·Collaborator Childhood. As the first community children’s home in the country for the children of takeaway riders, Kangaroo Baby Home provides children with comprehensive community services such as after-school care and interest education. This year717During the Knight Festival, Meituan Delivery also held a "Rider Family Day" for Kangaroo Baby Home, organizing activities such as parent-child garden parties and visits to the China Science and Technology Museum, so that riders can spend happy hours with their children.

　　The children of "Kangaroo Baby Home" brought a poetry reading performance. Photographer: Zhang Wei

　　In order to allow the majority of riders to live a Knight’s Day with a sense of professional identity and collective belonging, more holiday care activities are still being carried out one after another, including exclusive gift distribution for Knight’s Day, site parties, and free haircuts for riders. In order to strengthen the safety of riders’ summer delivery, Meituan delivery has exceeded100More cities have set up heatstroke prevention stations to provide riders with rest places and supplies to cool off the heat, and distribute heatstroke prevention materials such as sunscreen products and commonly used medicines in summer. In Beijing, Shenzhen, Hangzhou, Guangzhou, Yangzhou, Chengdu and Wuhan7In this city, Meituan’s rider health examination vehicle has also taken to the streets, providing a convenient service of "on-the-go inspection".

　　Wang Puzhong said that in the past year, the majority of riders have shown "vanguard strength" in their own work and social responsibility, and Meituan will continue to be their strong backing and make unremitting efforts under the guidance of governments at all levels to make the job of riders more secure and promising.

　　[car home Information] On May 30th, the launch conference of Chery Tiggo 9 will be held in Beijing at 20 o’clock that night. The new car is positioned as a medium-sized SUV. (|) As a flagship SUV of the Tiggo family, it integrates the most advanced product technology and configuration of the Tiggo family, and the overall product has improved to a new height. At present, the official has announced its pre-sale price, and its pre-sale price range is 15.50-175,000.

　　In terms of appearance, Chery Tiggo 9 is positioned as a medium-sized SUV. Although its model meets the space demand as much as possible, the design has not been compromised because of the space demand, and it is still full of design sense. The front face adopts a polygonal large-size front grille, and the interior is supplemented by straight waterfall chrome trim strips, in which the trim strips are also meandered to enhance the three-dimensional sense of modeling and the visual effect is more atmospheric. The new car is also equipped with a long and narrow headlight group, with a number of ribs protruding from the hood and a three-stage air intake below, making the front face more aggressive.

　　The shape of the side of the car body is more slender and sporty, and a straight raised waistline directly runs through the front lamp group to the tail lamp group, further improving the visual length of the car. At the same time, the car is also equipped with front and rear stereo wheel eyebrows and dense spokes, which brings a sense of sight that is ready to go. The car adopts the design of suspended roof and hidden door handle, which makes the fashion atmosphere in place. In terms of body size, the length, width and height of the new car are 4820/1930/1699mm and the wheelbase is 2820mm respectively.

　　The tail shape also has a sense of toughness and layering. From the detailed design, it can be found that the car adopts many popular elements, such as through taillight group, large-size spoiler at the roof and two exhaust layouts on both sides. At the same time, the car also adds chrome trim under the taillights, which improves the exquisiteness of the tail shape.

　　In the interior, the brand-new two-color color scheme shows a different sense of advanced, including the addition of wood materials and warm colors, which makes the car more warm. Dual-screen design is adopted in the car, based on Qualcomm Snapdragon 8155 chip +5G Gigabit Ethernet, which brings high car performance; The zigzag air conditioning air outlet at the bottom of the screen is very distinctive. The car has the most 27 air outlets at the same level and the unique B-pillar air outlet. Virtual buttons are used in the steering wheel, gear handle and other areas, which is full of technology. The car will also be equipped with Sony’s 14-speaker surround sound and 255-color waterfall melody atmosphere lights. The new car will provide 5-seat and 7-seat seating layouts for consumers to choose from.

　　In terms of power, the new car will be equipped with Kunpeng Power 2.0TGDI engine, with a maximum power of 192kW and a peak torque of 400 N m. The traditional system is matched with a 7-speed wet dual-clutch gearbox. In addition, Tiggo 9 will provide a version of "Kunpeng Super Intelligent Hybrid" for users to choose. According to the official, its hybrid model has a full-scene intelligent four-wheel drive system, with an acceleration time of 4.5s from 0-100km, a comprehensive battery life of 1,300 km+,18 minutes of charging, and a battery capacity of 30% to 80%. In addition, the car is equipped with CDC suspension, and the hardness of the suspension can be adjusted steplessly. (Text/car home Qin Chao)

CCTV News:Since the beginning of this year, the Beijing Municipal Public Security Bureau has conscientiously implemented the deployment requirements of the "Net Net 2019" special action of the Ministry of Public Security, cracked down on illegal crimes related to the Internet, strictly supervised the network security, and spared no effort to safeguard the tangible interests of the masses and create a clear cyberspace. In the first half of the year, more than 3,900 cases related to the Internet were cracked and more than 4,700 suspects were arrested.

During the period, the Beijing Municipal Public Security Bureau aimed at the network-related crimes that seriously affected people’s sense of security and satisfaction, focusing on cracking down on cyber-related crimes such as hacker attacks, infringement of citizens’ personal information, cyber-illegal production, online gambling and drug abuse, giving full play to the advantages and leading role of cyber-security professional police, and closely cooperating with the police departments, and successively detecting the case of "Qiaoda Technology" illegally obtaining computer information system data, and the case of "Satellite Aid APP" destroying computer information system. In particular, the global network security system has continuously increased the intensity of online investigation, strengthened the collection, acquisition, analysis and judgment of clues about network-related crimes, and seized and transmitted more than 3,300 clues about network-related cases, providing all-round support and services for relevant police types and territorial branches of Beijing Public Security Bureau to crack down on network-related crimes.

While strengthening the crackdown on online crimes, the network security system of Beijing Public Security Bureau insists on managing the network according to law, conscientiously implements the Provisions on Internet Security Supervision and Inspection of Public Security Organs, strengthens the work of "double investigation of one case", carries out network security supervision, law enforcement inspection and clean-up and rectification according to law, imposes administrative penalties on illegal Internet enterprises according to the Network Security Law and other laws and regulations, further urges Internet enterprises to implement the main responsibility of network security, and actively builds a comprehensive network security management system. During the period, the global network security system carried out a series of special supervision and inspection, such as blockchain service security inspection, mobile Internet application distribution platform collecting information beyond the scope, and online game platform arranging. More than 1.9 million pieces of illegal information were cleared, more than 780,000 illegal accounts were shut down, more than 12,000 times of supervision and inspection were carried out on Internet enterprises, 6,050 times of administrative investigation and rectification were conducted, and more than 3,900 times of security assessment were completed.

In the next step, the public security organs of the capital will continue to carry out the "Net Net 2019" special campaign in depth, always maintain the momentum of high-pressure crackdown on Internet-related crimes, earnestly perform the duties of Internet security supervision, earnestly safeguard the vital interests of the people, and make every effort to create a safe and stable network order.

Case 1: The police broke the criminal chain of illegally "carrying" paid novels.

Criminal gangs use "hacking" technology to steal the accounts of members of paid websites and pay for novels, rent servers to set up several pirated websites, and provide users with free reading services, so as to increase the number of website clicks and obtain huge advertising revenue. In the "Net 2019" special campaign, the Tongzhou police in Beijing successfully cracked a case of suspected illegal access to computer information system data through careful investigation, arrested 10 suspects, seized 26 computers, mobile phones and other equipment involved, and shut down 8 related websites.

On April 11th, the police in Tongzhou, Beijing received a report from a company, claiming that several members’ accounts of its online literature website were stolen, and that some paid novels exclusively authorized by the website were illegally copied by others by technical means and posted on other websites for people to read for free, which caused economic losses to the company. After receiving the report, the police support detachment of Tongzhou Branch of Beijing Public Security Bureau immediately carried out the investigation. According to the staff of the company, since March this year, some member users have said that the balance of recharged accounts has decreased without reason. After verification, the staff found that some member accounts actually read hundreds of paid novels in one minute, and the initial judgment was not manual operation. At the same time, a website published a large number of exclusive novels of the company without authorization, and read them for free. Even through this website, you can directly log in to the member account of the company’s website. After realizing that the user data was stolen, the company immediately reported the case to the public security organ.

After investigation by the police handling the case, it was found that the company encrypted the website, and only the member users can read the exclusive paid novels after logging in. The reported website can not only be read for free, but also the update progress is consistent with it, which proves that the company’s website has been cracked by others by technical means. According to statistics, tens of thousands of paid novels were reprinted, and more than 20,000 member accounts were stolen, of which nearly 4,000 member accounts were damaged, totaling more than 100,000 yuan. The police analyzed that there may be a professional criminal gang behind this case, using technical means to steal data to engage in infringement and profit-making activities. During the investigation, the police also found that the content of another website was similar to that of the reported website. The police initially judged that the two websites were operated by the same group of people.

According to the clues provided by the reporting company, after nearly a month’s continuous work, the police handling the case turned around to investigate and collect evidence, and finally traced the suspects who operated the two websites to Yu and Xia. On April 29th, Tongzhou Branch launched an arrest operation, and six suspects, led by Yu and Xia, were arrested in Wuhan, Hubei and other places. After review, Yu confessed that he and Xia and others copied the data of several famous domestic novel websites by using the purchased special collectors and member account information, and established several illegal websites to attract users by providing free novel reading services, increase the number of website clicks, and obtain advertising fees from them. Six members of the gang have been criminally detained by the Tongzhou police in Beijing according to law.

According to the confession of Yu and others, the police went to Yixing, Jiangsu Province to arrest Jiang Moumou and Tao Moumou who were suspected of illegally obtaining website member accounts and selling them. The two confessed that they bought a large number of website member accounts from Yu Moumou and sold them online. On June 5, the police arrested Yu Moumou in Wuhan, Hubei Province. After review, Yu confessed that he illegally obtained a large number of member account information of relevant websites by means of "hacking" technology and sold it to Jiang Moumou and Tao Moumou. At the same time, another group of policemen arrested Lin Moumou, a suspect suspected of writing a "hacker" program and selling it to Yu for profit, in Foshan City, Guangdong Province on June 8. The above four people have been criminally detained by Beijing Tongzhou police in accordance with the law. So far, all 10 suspects in this criminal chain who used "hacking" technology to illegally obtain data, buy and sell citizens’ information, and infringe on copyright have arrived at the case. At present, the case is under further work.

Case 2: The police cracked a case suspected of damaging the computer information system.

Since the beginning of this year, the Beijing Municipal Public Security Bureau has conscientiously implemented the deployment requirements of the "Net Net 2019" special action of the Ministry of Public Security, and continued to strengthen the crackdown on illegal crimes committed by the network water army. In June, it successfully detected a case suspected of damaging computer information systems and arrested 7 suspects.

In May, 2019, Sina Weibo reported to the Netan Corps of Beijing Public Security Bureau that a commercial website named "Bo Dian" praised and forwarded the designated Weibo posts submitted by registered customers of this website in batches in a short time at the price of 70 yuan RMB per 10,000 times through a third-party payment platform, so as to achieve the purpose of creating and hyping online hot events. In response to this situation, Netan Corps and Chaoyang Branch set up a task force to conduct investigations. It is found through work that "Bo Dian" website was established in December 2018. For the purpose of making profits, it uses self-developed special software, violates the user policy of Sina Weibo platform, forges and generates a large number of request data, and realizes batch praise and forwarding operations on designated blog posts.

After investigation, the gang, headed by Wang Mobao, consists of seven members, all of whom are interconnected and have a clear division of labor, forming a clear "black industrial chain". Among them, Wang Mobao, Yang Mouqiang and Lu Moujun are responsible for the production of the "Bodian" website and contact to attract customers; Zhou is responsible for the research and development of two core softwares that realize batch praise and forwarding functions; Chen Mou Xiang and Ji Mouxiong are responsible for providing a large number of Sina Weibo platform accounts; Gao is responsible for maintaining the website database. From February to May, 2019, the gang used self-developed batch operation software to praise and forward more than 320,000 blog posts submitted by more than 2,500 customers for more than 100 million times, and illegally earned more than 2 million yuan. On May 29, Netan Corps and Chaoyang Branch went to many places to carry out centralized network-closing operations against the gang, and arrested website operators Wang Mobao, Yang Mouqiang and Lu Moujun, database maintainer Gao and batch operation software writer Zhou in Ningbo, Zhejiang, Nanjing, Jiangsu and Jieyang, Guangdong. On June 5th, Weibo platform account providers Chen Mou Xiang and Ji Mouxiong were arrested in Rizhao, Shandong. After examination, all seven suspects of the gang confessed to their criminal facts, and now they are criminally detained by Chaoyang Branch of Beijing Public Security Bureau on suspicion of damaging computer information systems. At present, the case is under further work.

　　Cctv newsAccording to "Xi ‘an Education Bureau" WeChat WeChat official account news, Xi ‘an Education Bureau released the work arrangement of primary and secondary schools at the end of the 2021-2022 school year and winter vacation on January 13th.

　　According to the current situation of epidemic prevention and control in Xi ‘an City, with the consent of the epidemic prevention and control headquarters of COVID-19 City, in order to do a good job in the work of primary and secondary schools (kindergartens) in the city at the end of the term and during the winter vacation, the relevant matters are hereby notified as follows:

　　First, the holiday and school date

　　The city’s primary schools will have a winter vacation on Monday, January 17, 2022, and ordinary middle schools will have a winter vacation on Monday, January 24, 2022.

　　The city’s primary and secondary schools will start school in the spring of 2022, and they will report on February 15th (Tuesday) and formally start classes on February 16th (Wednesday).

　　The city’s primary and secondary schools will have a summer vacation on July 5, 2022 (Tuesday); The fall semester starts on Tuesday, August 30th and Wednesday, and classes begin on Thursday, September 1st.

　　Kindergarten holidays and school hours are implemented with reference to primary schools.

　　Second, the final and winter vacation work requirements

　　Adjust the arrangement of final exam and comprehensive quality evaluation in autumn semester.

　　All primary and secondary schools in the city do not take any form of final examination. Within two weeks of the start of school in the spring of 2022, except for the first and second grades of primary schools, the school will organize an academic examination for other grades of primary and secondary schools in the city.Strictly regulate the content of the examination, reasonably control the difficulty of the examination, and shall not exceed the national curriculum standards and the teaching progress of the school. Students’ test scores will be presented in the form of grades, and the test results will not be ranked or published. All primary and secondary schools should evaluate students’ basic development and academic achievements in accordance with the relevant requirements of basic education curriculum reform. The evaluation content should cover all dimensions, the evaluation method should fully embody the principles of objectivity, subjectivity, motivation, development and process, and the evaluation results should be communicated with students’ parents through appropriate means. Teachers should use the test results to accurately analyze the situation of learning and teaching, scientifically judge the key and difficult points of teaching work, effectively improve classroom teaching, and continuously improve classroom teaching effect.

　　Seriously implement the requirements of epidemic prevention and control and safety management.

　　Abide by local epidemic prevention and control regulations and strengthen personal protection at home and during practice. Strengthen the awareness of social responsibility and self-prevention, and develop sanitary habits such as wearing masks in crowded and closed places, washing hands frequently, ventilation frequently, gathering less, and "one-meter line". Pay close attention to the changes of epidemic situation at home and abroad, and actively cooperate with epidemic prevention management measures such as temperature detection and inspection of "health code". Adhere to the daily report and zero report system of all teachers and students’ health monitoring, implement the requirements of "early detection" and "early report", and report to the local community (village) and school in time if suspected symptoms are found, and go to designated medical institutions for treatment. Before the winter vacation, organize a campus safety inspection, eliminate potential safety hazards in time, and conduct a safety education and legal education online course to educate teachers and students on epidemic prevention and control, home safety, food hygiene, earthquake prevention, fire prevention, drowning prevention, bullying and violence prevention, fireworks and firecrackers injury prevention, etc. Students are strictly prohibited from playing and skating in frozen rivers, lakes and reservoirs. School and kindergarten leaders should take turns to be on duty, and must not leave their posts without leave.

　　Consolidate the responsibility of closed management of schools with teachers and students staying in school

　　Conscientiously implement the "Xi ‘an Municipal Education Bureau on printing and distributing

　　Effectively reduce the heavy workload of primary and secondary school students.

　　Pay attention to the balance of disciplines, and according to the characteristics of different disciplines, properly arrange the activity, practice and inquiry winter vacation homework which is conducive to students’ hands-on thinking and improving their practical and innovative ability. Encourage students to actively participate in all kinds of research-based learning and other beneficial interest activities, strictly control the total amount of winter vacation homework and the daily work time, and implement the requirements of "double reduction". All primary and secondary schools, training institutions, and tutorial schools are strictly forbidden to make up lessons in a centralized way or in disguised form during statutory holidays and winter vacations. Primary and secondary schools are not allowed to hold remedial classes for various disciplines, organize or organize students to participate in cultural classes organized by off-campus training institutions in disguise, and provide venues and conditions for various cram schools. In-service teachers in public primary and secondary schools are not allowed to organize or participate in paid tutoring and paid remedial activities, and are not allowed to work part-time or part-time in off-campus training institutions.

　　Strengthen the mental health work of teachers and students in primary and secondary schools

　　Adhere to the bottom line thinking of "life first, health first", attach great importance to actively preventing and alleviating the anxiety, irritability, panic, depression and other emotions caused by the epidemic, find and solve the psychological problems of teachers and students in time by opening psychological help hotlines and setting up psychological counseling, give full play to the role of class teachers and mental health education teachers, and strengthen communication with parents through WeChat WeChat official account, parents WeChat group, QQ group and other platforms in time to understand the psychological state of students at home. Guide parents to master scientific ways of educating their children and communication skills, strengthen the emotional connection between parents and children, build a good parent-child relationship, help children form a positive, optimistic and healthy psychological quality, understand their physical and mental development and health status in a special period, and create a harmonious family atmosphere.

　　Iii. Requirements for starting school

　　Make preparations for the start of the new semester

　　Use the winter vacation to complete the necessary maintenance of school buildings and teaching equipment and facilities and the procurement of teaching supplies. Further improve the canteen facilities and do a good job in implementing the nutrition improvement plan. Seriously study and formulate the work plan for the next semester, make good preparations for the start of school, and prepare at least one week after the start of school during the winter vacation for teachers to ensure a good new lesson. Before the start of school, it is necessary to organize a major campus safety inspection, comprehensively eliminate hidden dangers of campus safety, organize students to report for peak shifts, and strictly implement various epidemic prevention and control measures.

　　Implement the purchase of teaching materials and teaching AIDS

　　In strict accordance with the requirements of the Notice of Xi ‘an Municipal Education Bureau of Xi ‘an Municipal Finance Bureau on Printing and Distributing the Opinions of Xi ‘an Municipality on Further Improving the Guarantee Mechanism of Basic Education Funds (No.165 [2016] of the Municipal Finance Bureau) and the spirit of the Notice of the Provincial Department of Education on Matters Related to Teaching Books for Primary and Secondary Schools in Shaanxi Province from Autumn 2021 to Spring 2022, do a good job in textbook subscription. The purchasing of supplementary materials should strictly implement the provisions of "one subject and one supplement" and "voluntary choice", and it is strictly forbidden to subscribe to supplementary materials outside the recommended catalogue of supplementary evaluation for primary and secondary schools in Shaanxi Province.

　　Strictly implement the education charging policy.

　　At the beginning of the new semester, the city’s primary and secondary schools and kindergartens should publish the charging items and standards, schedules, timetables, complaint telephones, etc. in a prominent position on campus or on the school website, and accept the supervision of students, parents and society.

　　The education bureaus of all districts, counties and development zones are requested to strictly implement the requirements of epidemic prevention and control in the whole city, and in accordance with the spirit of the notice, urge primary and secondary schools and kindergartens in the jurisdiction to make arrangements for the winter vacation to ensure that teachers and students have a safe, happy, fulfilling and meaningful holiday.

Emotion is one of the most authentic manifestations of human beings. It not only connects us with the world, but also allows us to experience the beauty and meaning of life. Emotions can be joy, sadness, anger, fear and so on, and each emotion has its own unique characteristics and values.

First of all, emotion is our most precious wealth. Only with emotion can we establish contact with others and feel the warmth of love and being loved. Emotion enables us to persevere and face everything bravely when facing difficulties and challenges. Emotion can also let us find happiness and satisfaction in ordinary life, and let us feel the beauty and meaning of life.

Secondly, emotion is a catalyst for our growth. Through emotion, we can better understand ourselves and others, and learn to empathize and respect others. Emotion allows us to learn from setbacks and failures and become stronger and more mature. Emotion can also make us strengthen our faith in the pursuit of our dreams, not afraid of hardships and go forward bravely.

Finally, emotion is the bond of our interpersonal relationship. Emotion enables us to communicate and understand each other better and establish a closer relationship when interacting with others. Emotion can also make us play a greater role in the team and enhance teamwork and cohesion. Through emotional communication, we can better solve contradictions and problems and make our relationship more harmonious.

In a word, emotion is one of the most important components of human beings. It not only connects us with the world, but also allows us to experience the beauty and meaning of life. Emotion is the catalyst of our growth and the bond of our interpersonal relationship. Only with emotion can we truly appreciate the value and significance of live high.

Text | AI Finance and Economics Society Jiang Jiao

Editor | Guo Luqing

Korean makeup ebbed, as if overnight.

Entering B1 floor of Beijing Joy City, the first thing you see is the China Beauty Collection Store on the right side of the shopping mall, where customers are choosing eye shadow and trying on lipstick. On the other hand, there is only a shopping guide who keeps drinking in the Korean beauty Yueshi Fengyun store, which is in stark contrast.

Since when did Korean beauty, which once had a halo on its head, become unpopular?

Everything is traceable. On March 8, ETUDE HOUSE closed all offline stores in China; INNISFREE, owned by another Korean cosmetics giant, Amore Pacific Construction Group, plans to close at least 90 stores in the mainland in 2020 due to huge losses; Earlier, THE FACE SHOP, a brand owned by LG Life Health, also withdrew from China.

A few years ago, with the popularity of popular Korean dramas such as Missing You, Descendants of the Sun and You from the Stars, Korean beauty cosmetics once occupied the makeup table of domestic girls. Now, in the trillion-dollar beauty market in China, Korean makeup has quietly retreated.

Korean makeup "failed" China

As a Korean makeup brand that was once popular among girls, it is embarrassing for Yidi House to shut down mainland stores. At present, although Edie House official website still displays information of 35 stores, butAI finance and economics societyThe reporter was informed that it has completed the offline store withdrawal in China.

This Korean makeup brand, which entered the China market with a sweet and fashionable image, was originally called Aili Cabin. At its peak, it opened 85 brand direct stores in 25 cities in the mainland, such as Beijing, Shanghai and Chengdu. In 2020, affected by the epidemic, the operating income of Yiti House fell by 38% to 111.3 billion won (about 640 million yuan), and recorded a large loss, making it the most bleak brand of its group, Amore Pacific.

In fact, the Yiti House, which was withdrawn from the store, is just a microcosm of the ebb tide of Korean beauty. Another once popular Korean brand, Fei Shi Xiao Shop, withdrew from the China market as early as 2018. Yue Shi Feng Yin, who belongs to Amore Pacific Construction Group and belongs to Yidi House, is also closing loss-making stores.

According to relevant statistics, from 2019 to 2020, Yueshi Fengyun closed nearly 130 loss-making stores in mainland China. In addition, many Korean cosmetics stores such as NATURE REPUBLIC and Skin Food have been cutting offline stores in recent years.

Behind the frequent store closures, it reflects the decline of Korean cosmetics brands. According to the data of Korea Cosmetics Industry Research Institute, during the five years from 2013 to 2017, the growth rate of Korean cosmetics exports to China was 66%, which dropped to 20% in 2018 and only 14% remained in 2019. The arrival of the epidemic has accelerated the decline of Korean cosmetics in China.

According to CCTV’s financial report, due to the epidemic situation, Korean cosmetics are caught in the dilemma of export sales. Many small and medium-sized enterprises in Korea stopped working and suffered serious losses. In addition, the performance of Korean makeup giant Amore Pacific Construction Group has fallen sharply. The group’s revenue in fiscal year 2020 dropped by 21.5% and its profit by 69.8%.

Korean makeup has declined, and a person who has been engaged in Korean makeup purchasing business for 7 years is deeply touched. In the first two years, this person specializes in low-end Korean makeup brands such as Yue Shi Feng Yin and Si Qin Skin. These brands entered the China market with the Korean Wave, and were loved by many girls with their high cost performance, which also brought them a lot of income. Now, due to the sharp drop in orders, he has turned to purchasing high-end skin care products in Europe and America.

Why can’t Korean makeup, which supports China girls’ face value, work?

In today’s beauty market in China, apart from some steady European, American and Japanese brands and the booming domestic beauty products, Korean beauty products are becoming less and less. Why can’t Korean makeup, which once propped up the "face" of China girls, work?

For Korean makeup, 2016 is a turning point of fate. Prior to this, Korean beauty brands were all the rage because of the prevalence of Korean culture in China.

In 2013, a movie "You from the Stars" was all over China. Gianna Jun, the heroine, used two Korean lipstick brands in the play, which were sold out of stock nationwide immediately after the play was broadcast. Until now, some experienced beauty users can still clearly remember the hard-to-find situation of "Star Your Color" lipstick.

The prevalence of Korean Wave directly promotes the promotion of Korean makeup in China. In 2014, Korean cosmetics exports to China increased by 89% year-on-year, reaching US$ 600 million, accounting for 31% of its total exports, ranking first in the world. Since then, China has become the largest importer of Korean cosmetics. Then the share of Korean cosmetics in the domestic market gradually increased.

However, since then, with the cooling of the Korean Wave, Korean makeup has gradually declined in the China market. At the same time, China local beauty brands began to rise, Japanese beauty brands returned to consumers’ sight, and the market share of European and American brands in China also increased significantly. Strong competitors and the rise of the e-commerce industry have accelerated the decline of Korean makeup.

Korean makeup was originally known for its fast online speed, rich SKU and affordable price. It is reported that in 2016, the research and development cycle of affordable Korean cosmetics products can be shortened to 4-6 months, which is ahead of the industry level of the general one-year research and development cycle. However, this advantage was soon surpassed by domestic beauty products. For example, the perfect diary of domestic beauty brands can maintain the new frequency of 5-6 items per month in order to get more timely and direct market feedback.

With the rise of more and more domestic beauty cosmetics, the market competition is becoming more and more fierce, and the operating pressure of Korean beauty cosmetics is also increasing. In order to compete for market share, some Korean cosmetics distribute goods in a short and fast way, ignoring the sustainable development of the brand, and the product quality and cosmetic effect have been repeatedly criticized.

In 2017, official website, the General Administration of Quality Supervision, Inspection and Quarantine, announced 403 batches of food and cosmetics that were not allowed to enter. Among them, Lan Zhi, a beauty brand owned by Amore, was found to be susceptible to infection with Staphylococcus aureus. In 2018, the Korea Food and Drug Administration detected that there were 13 kinds of heavy metal antimony products in Amore’s 8 cosmetics brands.

In the little red book, many products of Yidi House were vomited by users. A girl who bought this brand of lipstick was even more bitter, complaining that the makeup was thick, difficult to apply evenly and smelled bad. Some insiders believe that the backwardness of Korean cosmetics lies not only in the product itself, but also in its failure to adapt to the changes in the China market.

It is difficult to form a trend again.

In fact, Korean beauty brands are not unaware of the crisis and have tried their best to save themselves.

However, the market structure of cosmetics in China has changed greatly, leaving few opportunities for Korean cosmetics.

Since 2019, Korean beauty giant LG Life Health has increased its digital marketing investment in China market. The group pays special attention to cultivating high-end brands such as post-Whoo, Sumi 37 and Ouhui, and cooperates with Viya, the head anchor, and invites Jiang Shuying, a popular actress, to be the image spokesperson of post-Whoo to boost the performance of mainland China.

Last year’s Double Eleven, after Whoo, the brand doubled its investment in live marketing. According to the data of ECdataway Dataway, during the pre-sale period of Double Eleven, after Whoo, the brand signed more than 130 anchors to bring goods, and the products appeared in more than 300 live broadcasts. During the pre-sale period, more than 80% of the pre-sale turnover after Whoo is guided by the live broadcast room.

In addition to high-end brands accelerating the layout of e-commerce channels, low-and medium-level brands have also begun to change their thinking and enter offline beauty collection stores. Previously, Yiti House once said that the closure of the store does not mean giving up the offline market. Later, in the China market, the colorist’s collection store will be the main offline position.

However, in contrast, domestic beauty products know the domestic market better, can grasp the changes in consumption trends more quickly, and occupy online channels earlier.

Domestic beauty cosmetics, represented by Perfect Diary, Flower Xizi and Orange Blossom, occupy consumers’ minds with faster new frequency and higher cost performance. Research data show that in 2020, the domestic cosmetic consumption market will account for 56%. 42% of consumers said that they would prefer to choose domestic cosmetics, and 90% of consumers said they would buy back domestic cosmetics in the future.

While Korean beauty products are still expanding their stores under the distress line, domestic beauty products have already used e-commerce platforms and social platforms to break the barriers of traditional marketing and achieve overtaking in corners. Now, whether you open Taobao, Little Red Book, Tik Tok E-commerce, bilibili and other platforms, you can see the domestic beauty products. In the first half of 2020, the content consumption of domestic brands on Xiaohongshu platform increased by 65.9% year-on-year, far exceeding European and American brands and Japanese, Korean and Thai brands.

"With the rise of national cultural self-confidence, a new generation of young consumers are more inclined to express their feelings and cultural attitudes through the’ national tide’, and are more willing to accept domestic beauty cosmetics planted on platforms such as Taobao Live, Tik Tok and Xiaohongshu, and are not easily influenced by Korean culture. Even if Korean high-end cosmetics still have some room for development in China, it is difficult to form a trend as before. " An industry veteran said.

This article was originally produced by AI Caijing Society, an account of Caijing Tianxia Weekly. Please don’t reprint it on any channel or platform without permission. Offenders will be prosecuted.