Who do you choose, the domestic beauty that is hanging all the way VS the international big name that won by lying down?

Text/A Jiu

2019 is definitely a year of domestic beauty.

At one time, Japanese brands represented by Shiseido and SK-II, Korean brands represented by Snow Show and whoo, and European and American brands represented by Lancome and Estee Lauder were attacked on three sides, and domestic brands were suppressed to have no sense of existence and could only be "poor" who were rubbed on the ground.

In 2019, domestic beauty was unprecedentedly hot: domestic beauty brands occupied half of the market, the brand growth rate exceeded 1000%, and brands were favored by capital. The public and the media described it as "counterattack".

However, is the domestic beauty brand really a comprehensive counterattack?

In the era of low prices, it is not easy to say goodbye.

In 2019, Tencent released the "Domestic Beauty Report", and the relevant person in charge said that "in the new market environment, national cosmetics have bid farewell to the era of low prices", and the media have also echoed it. Is it true?/You don’t say. We speak with data.

First of all, let’s look at the unit price:Take THE COLORIST and WOW COLOUR, which are positioned as the national fashion beauty collection stores, for example, the current customer price of the two brands is between 100 and 300 yuan; Sephora, which has gathered many international brands, surpassed 400 yuan in the unit price as early as 2010. The comparison between domestic beauty cosmetics and international brands is a bit tragic.

Then, let’s look at market share:According to the first financial data, in 2019, in the domestic beauty market in China, the mass brands accounted for over 50%, while the sum of high-end and mid-end brands with high premium did not exceed 50%. At the same time, the Japanese local brand market is evenly distributed with high, medium and mass brands, accounting for 30.15%, 29.94% and 39.91% respectively.

At the same time, there is no "talker" who can shoulder foreign brands and lead the industry in the domestic beauty and skin care market:Such as Baiqueling, shanghai jahwa, Shanghai Shangmei and other large enterprises, the domestic market share is only 2%~2.5%. In contrast, Senior Hall has won more than 13% market share in the Japanese market, while Amore has won a high share of 18.8% in the Korean market.

The unit price of customers is not high, the products are concentrated in the mass market with small profits, and there is no "talker" brand that can lead the industry … In short, it is not easy for domestic beauty cosmetics to say "goodbye" to the era of low prices.

You work hard, but others are "winning"

"Foreign goods go down, domestic products go up" is a trend, but does it mean that domestic beauty and skin care brands can compete with foreign rivals?

Although the products sell well, there are some embarrassment when it comes to high loyalty and high brand premium.Baidu’s search for "big-name replacement" keywords has over 29 million search results.In order to open up the market, some brands simply take the initiative to be small and low, and directly mark "big brand replacement" in their own propaganda content. In the impression of a large number of users, the consciousness of "domestic beauty = parity" is still deeply rooted.

Do I work hard for so long, but I can only be a big spare tire?

Domestic brands that don’t want to "turn positive" are not good brands, but they also have troubles trying to make their own domestic beauty. Simply put:We spend more money and do more marketing actions, but we can only watch foreign big brands "lie down and win".

According to the person in charge of the new domestic beauty brand in the industry, he spoke to the media: "Usually, the rebate given by overseas brands to KOL is about 20 points, and domestic brands can reach 50 points. It is not surprising that online celebrity brands can give 100 points in order to quickly open up sales. Some even give 120 points, which is completely losing money."

We have to face up to it: all roads lead to Rome, but the other side was born in Rome. Before we arrived in Rome, we were still at a disadvantage in this competition.

In the future, how to go?

At present, the movement of new domestic products is in the ascendant. Generation Z, which is composed of post-90s and post-90s, has become the main force of beauty consumption. The beauty supply chain is becoming more and more mature, and the marketing methods are constantly innovating … These are all good for domestic beauty and skin care brands.

Under these favorable conditions, what should we do to bid farewell to the era of low prices and get rid of the "flat replacement" spare tire hat? From the development of domestic high-end skin care brand Lin Qingxuan, we can learn some useful experiences.

◆ Speak with strength and improve yourself in all directions.

In the domestic beauty industry, there are old brands rejuvenating, new brands exerting their strength, and online celebrity brands rising, but the product strength is the key to gain user recognition.

From raw material planting and extraction, scientific research and production to sales and service, Lin Qingxuan has established an industry-leading whole industry chain model. Its self-developed main active ingredient "Qingxuancui" has the same significance to Lin Qingxuan as pitera; of SK-II; The supercritical extraction technology adopted is also comparable to the international famous brands. With its hard strength in product composition and technology, the brand has won 35 beauty and skin care awards at home and abroad, and has become the only "annual focus enterprise award" in WWD China.

◆ Break into the high end and bid farewell to the "price butcher"

With the confidence of high-end quality, shaping high-end brands and grasping high-consumption people is the only way for domestic beauty and skin care brands to rise.

Teacher Wu mentioned in the article Farewell to the Price Butcher that "the 30% line of life and death has always been the only way for China brands to compete with international brands". At present, this line of life and death is failing. Domestic beauty and skin care brands are not absolutely competitive in the field of high-end products. Whoever can seize the high-consumption crowd and realize the brand premium may become a new generation leader.

Through brand differentiation positioning, innovative digital marketing reform and other multi-dimensional brand strategy upgrades, Lin Qingxuan successfully transformed from a small fresh brand into a mid-to high-end skin care brand. In double 11 in 2019, the unit price of online customers reached 624 yuan, a year-on-year increase of 27%, and the unit price of offline customers reached more than 1,000 yuan, which did not lose any international first-line brands.

Teacher Wu believes that "new domestic products = (quality+core technology) × circle consumption" will be the new formula made in China at present.Only by reading and practicing it can domestic beauty and skin care brands bid farewell to the "price butcher" and conquer more consumers.

Exploring new retail: reconstructing people’s goods yard and building new consumption scenes.

At present, the domestic beauty and skin care brands are mainly online, but the offline channel has always been the killing place for beauty and skin care brands. Digital transformation, embracing new retail and reconstructing people’s goods yard have become a new battlefield for domestic beauty.

To the left, it is the accelerated offline layout of the national tide beauty collection stores such as THE COLORIST and WOW COLOUR; To the right, it is a direct store that insists on deepening the brand for a long time like Lin Qingxuan. Sun Laichun, founder of Lin Qingxuan, described it as:"Whether a cat can walk in a straight line depends on a mouse. Why do enterprises have to go digital? Because customers have been digitized. "

The rise of sales volume is only the starting point. It is the new pursuit of domestic beauty brands to build China brand and realize high brand premium and brand cultural identity.

In the new decade, we are happy to see more "Lin Qingxuan" break through the fierce competition and achieve the real light of domestic products.

Reference article:

"No more" big-name replacement ",how to counterattack domestic beauty? 》

"Is domestic beauty really rising? 》

4-0 counterattack, China bombarded 103-0 and 77-0 after 00, and Sijiahui started 4-1 strongly.

In the early morning of April 23rd, Beijing time, the 2023 Snooker World Championships continued. In the second round of a focus match, China’s 20-year-old Si Jiahui took a 4-0 lead over the opponent in the first stage with veteran Robert Milkins, and after a 4-0 counterattack. In the first round, Si Jiahui beat the world champion "Magic" Sean Murphy 10-9 to advance strongly.

The World Snooker Championship is the most important annual snooker event. The 20-year-old Si Jiahui won through two qualifying rounds. Get the chance to participate in the World Championships in Crucible. And his opponent in the first round of the World Championships is very strong. He is Murphy, the first World Championship champion after 1980s, and he just won the player championship and runner-up in the Tour Championship not long ago.

In the face of powerful Murphy, Si Jiahui played a very domineering performance. His opponent in the first round is Murphy, who is in a hot state this season and won the "Magic" not long ago.

In this campaign, in the first four games, Si Jiahui fell behind 0-2 and 1-3. In the fifth game, the counterattack mode was started, and 77-2 pulled back a game. In the sixth game, the two men started a tug-of-war. In the stalemate game, Si Jiahui got a hand several times and pulled another game at 109-60. The score was tied at 3-3, and both sides returned to the same starting line.

In the seventh game, Si Jiahui scored 50 points in a single shot, won another game 86-34 and overtook the score 4-3. In the eighth game, although Murphy played very tenaciously, Si Jiahui’s state was still excellent. He scored 53 points in a single shot, 81-40 and then went to the next city, and the score came to 5-3.

In the ninth game, after losing four games in a row, Murphy finally stopped the decline. He pulled back a game through piecemeal, 65-19, and the score was 4-5. At the end of the first half, Si Jiahui was one game ahead. In the second half, Si Jiahui continued to make a strong effort. After the fifteenth game, he won three match points 9-6.

In desperation, Murphy launched a strong counterattack to save three match points and chase the score to 9-9. In the deciding game, Si Jiahui didn’t drop the chain, 56 points in a single shot sealed the victory, and the total score was 10-9. In the second round, facing veteran Milkins, when Si Jiahui started 0-1 behind, he made a 4-0 counterattack and 4-1 overtook the score.

Running all the way, guarding the whole process, and successfully completing the security task of Qingdao Marathon in 2023.

April 22nd at 7:30.

2023 Qingdao Marathon

Start shooting at Hong Kong Middle Road.

Running together, the momentum is like a rainbow.

Overwhelming cheers and shouts.

Ring over the island city

At the moment, the island city shows us.

Real speed and passion

The cheers of the whole people resounded through the sky

I don’t know if you have noticed.

What about them waiting behind them?

A purplish blue.

Stand tall and energetic.

With a standardized, rigorous, meticulous and in-place working attitude.

Good mental outlook and duty image.

Go all out to escort the marathon!

Complete marathon security work for high standards and high quality.

The North Public Security Bureau carefully deployed and scientifically deployed the police.

Strictly and meticulously implement various security measures.

On the day of the game, more than 460 police officers were put into operation.

There are more than 1,150 security guards.

Shibei public security is here.

The whole race is 42.195 kilometers.

Responsible area in

With high quality and efficient service.

Effectively ensure the safe and orderly progress of the event.

Make careful preparations before the game

In order to ensure the safe and smooth running of the event.

"Marathon" Security of Shibei Public Security Bureau

Opened the curtain early.

The leaders of the sub-bureau went deep into the supervision and inspection of the security preparations for the marathon route, inspected the main intersections along the route on the spot, and got a detailed understanding of the police arrangement at the points along the route, requiring the auxiliary police on duty to closely cooperate with the staff, strengthen the linkage, and go all out to do a good job in the security of the marathon.

Build a safety wall for the competition

Spectators and athletes entered the stadium one after another.

They stick to their posts and stand ready for battle.

At various key points

Command and dispatch, patrol duty, and guide the masses

Escort the players

Build a safety wall for the competition

The whole process of guarding is not lax.

The players on the field made a wonderful "appearance"

They ran out of passion.

Ran out of the acceleration

Let’s cheer for them together

Husband, wife, escort

In the carnival of runners

With their silent protection.

They are both guardians of the stadium.

Another contestant in the competition

There is no shortage in the stadium.

The figure of the police fighting bravely for the first place

They compete with the players in the same competition, but also with the police on duty.

Together to protect the safety of the track

Guard all the way to the finish line

At the end of the field

Recording the moment of athletes.

It also carries the scene.

Guardianship and responsibility of all public security, civilian and auxiliary police

The publicity department of Shibei Public Security Bureau should do a good job in security photography of this marathon.

All the civilian auxiliary police on duty arrived at the security point at 6 o’clock in the morning.

By 11 o’clock, the audience and athletes were dismissed one after another.

Police officers of Shibei Public Security Bureau

Draw a successful conclusion to this event.

Photography | Hu Xiaoyang Zong Xiaoxiang

Editor | Liu Ling

Audit | Hu Xiaoyang

Aunt Guangdong plays mahjong ten times and nine times to win! Won more than 70 thousand in six months. How did she do it?

Recently, a woman in Guangdong was playing.mahjongI won nine out of ten and won more than 70,000 yuan in six months. This news has aroused the attention and discussion of many people, and everyone is concerned about this kind of "mahjongHow did "Talent" do it is full of curiosity and speculation. In fact, I want to be inmahjongWinning is not just about luck andnatural endowmentsInstead, it is necessary to accumulate and improve the comprehensive quality in many aspects.

First of all, if you want to be inmahjongTo win, one must have certain technical ability.

He needs to have a certainmahjongBasic knowledge, such as card type, rules, licensing principles, and the practical application of different ways of playing, needs in-depth study, such as understanding skills such as drifting and breaking.

Not only that,mahjongYou need to rely on your insight, analysis, memory and calm response ability in tense moments, which are all necessary.

Secondly, a person also needs iron willpower and patience. He must be able to keep a clear head at any time and give full play to his best level. Can’t be influenced by others, becausemahjongThe turning point of every card, even every time you play a card, will affect 3.gameThe trend.

Keep calm and learn to understand and control.gameCommunication, especially in the face of a pit that cannot be resolved in a short time.

Some successful experiences mainly focus on how to deal with the accumulated cards and the cards you get, and how to make good decisions by using your own experience and knowledge. If there is no good judgment and decision-making, inmahjongOften fail in haste.

Third, the quality of the winner also includes the ability of communication and coordination.mahjongNeed to communicate and cooperate closely with other players, team spirit wins.keyOne.

Some more advanced skills also require teamwork, such as associative memory and truth (a strategy to increase speculation).

participate inmahjongIt is necessary to have good interaction and response, and to be good at dealing with communication and exchanges with people, not the epitome of going it alone.

Even inmahjongDuring the rest period, we should also maintain a high reputation and the way of getting along with the team, especially the winner is not arrogant, and his words and deeds consciously safeguard his own virtue and value system.

Finally, it is the mentality of winning. A glance shows that a positive mentality is to win.mahjongWinning the gamekey.

Winning or losing is a matter for military strategists. The so-called Chuangguan Avenue must face the strange spicy taste and rhythm, not try to keep calm and calm.

After experiencing victory and failure, we should not only see the victory side, but also regard failure as an integral part of success, and sum up experiences and lessons from it, so as to keep unchanged and cope with all changes.

People are not immortals. It is a natural phenomenon to lose and win, so don’t take the outcome too seriously. If you win, you will be happy. If you lose, you will have some self-esteem for temporary failure.

Based on the above contents, we can draw the conclusion thatmahjongWinning requires the improvement and tempering of comprehensive quality, not only the mastery of technical ability, but also the ability of communication and coordination, patience, willpower, emotional restraint and so on.

"Guangdong a woman to play.mahjongAlthough the news "Ten Beats and Nine Wins" has attracted a lot of attention, I believe that the efforts and efforts behind it have not been accumulated in the past few months.

Behind the glamorous appearance of any successful person, there is pay, tears and sweat. We don’t know whether this woman will continue to win next, but the saying that’ the winner is king’ can be described asmahjongIt has been fully interpreted in.

After seeing these cards, are you ready to move? But watching others play cards and playing cards by yourself are definitely two completely different things. If you want to get started as soon as possible, I recommend a mahjong textbook "Illustrated Mahjong+Super Memory" for you.

This book is divided into two volumes. The first volume, Illustrated Mahjong, mainly explains in detail the design rules of mahjong tiles and several common ways of playing them. After you get to know them from the shallow to the deep, I will teach you some common routines of playing cards and some tips of card line analysis.

If you want to master a skill, then it is essential to have a theoretical foundation. Why do some people play mahjong all their lives, or are they said to play cards at random? It is because in the early theoretical study, I didn’t lay the foundation, set up the correct thinking of playing cards, and didn’t have a correct understanding of mahjong tiles.

If you want to play mahjong well, instead of simply joining in the fun, then I strongly recommend this book, which not only explains how to play mahjong for you. At the same time, it also straightened out your thinking of playing cards in the future, that is, helped you lay a solid foundation in the early stage.

Compared with many online gossips, this book is more authoritative, systematic and comprehensive. And summed up the playing methods of most kinds of mahjong cards in China, whether you want to learn southern mahjong or northern mahjong? The tutorials in it are all available.

WL picture shows mahjong winning skills, super mnemonics, practical practical skills guide for playing mahjong.
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Counting Messi’s 300 assists: Su Shen Nesho’s total benefit ranks in the top three! Real Madrid was injured 14 times.

Paris Saint-Germain beat brest 2-1 and Messi assisted Mbappé. The total number of assists in the club’s career reached 300 milestones! Next, we will make an inventory interpretation through data.

Team distribution

Barcelona: 269 times

Paris: 31 times

Benefiting teammates

1. Suarez: 39 times

2. Neymar 27 times

3. Mbappé: 18

4.pedro: 17 times

5. Eto ‘o: 15 times

6. Villa: 13 times

7. Iniesta, Fabregas, Pique and Sanchez: 10 times

Hurt an opponent

1. levante: 19

2. Seville: 17 times

3. Getafe, Real Madrid: 14 times

5. Valencia: 12 times

6. Certa, Spanish, Biba: 11 times

9. Betis, Huangshe: 10 times

Distribution of events

La Liga: 192 times

Ligue 1: 27 times

Champions League: 40 times

King’s Cup: 33 times

Xichao Cup: 5 times

World Club Cup: 1 time

European Super Cup: 2 times

Most seasons

1.30 times: 2011-12 season

2.27 times: 2014-15 season

3.25 times: 2019-20 season

4.23 times: 2010-11 season and 2015-16 season.

Type of assists (only League+Champions League)

Mobile warfare: 189 times

Free kick: 13 times

Corner kick: 6 times

Cross: 22 times

Through the straight plug ball: 69 times

China football misunderstood you? At the age of 26, the national football team lost a lot after being naturalized and restored to its original nationality.

China football spent a lot of money to introduce naturalized players during the Jin and Yuan football periods. Now some naturalized players have left China to restore their original nationality after receiving the money, and even some naturalized players have not made one appearance for the national football team. Recently, a former naturalized national football player returned to his original nationality and scored a goal in seconds. Have to let China football doubt his true ability.

The former naturalized football player in China is Xiao Taotao, who has recovered his Peruvian nationality and now plays for Peru Sports University. After returning to Peru, Xiao Taotao seems to have greatly increased his strength. He has already contributed one goal to the team. The club also regards Xiao Taotao as a key player. However, he has never even played in the Super League in China before, and is regarded as one of the most unsuccessful naturalization by China football.

After being naturalized by Evergrande, Xiao Taotao’s strength has not been fully recognized. Even when he was loaned to play football in China, the national team looked down on Xiao Taotao. Until he left China, he was not recognized by the national team and never got a chance to play for the China team. However, during his four years in China, he earned a lot of money, and Evergrande gave him an annual salary of 12 million RMB.

In 2019, Xiao Taotao played for Shenxin in Shanghai, China. He started in 5 of 10 games and scored 1 goal. In the 2020 season, there were only 6 appearances for Kunshan, of which 3 started with 0 goals; In 2021, he made 21 appearances for Kunshan, including 12 starts and scored 2 goals. These goal data show that Xiao Taotao’s strength is really not enough to enter the national football team.

However, Xiao Taotao scored a goal very quickly after returning to Peru, which surprised us a little. He himself said that he was very happy after returning to Peru and thanked his old club for not giving up on him. (Qianzi)