南京夜生活论坛网

At the beginning of this month, the owner Xiao Han drove to a gas station of Sinopec in the province. He didn’t come to refuel or rest, but came to experience the newly installed power exchange service here. Xiao Han drove his car into the preparation area outside the power exchange station. After parking the car, he turned on the power exchange with one button according to the screen prompts, and then the automatic parking system slowly moved the vehicle into the power exchange garage. Five minutes later, the car was "fully charged" again. "Too convenient, too smart!" Xiao Han expressed surprise at the efficiency of power exchange. The reporter noted that while the Ministry of Industry and Information Technology recently launched the pilot application of the new energy vehicle power exchange mode in 11 cities, Sinopec and BP are also accelerating the layout of the service network for gas station power exchange. Behind the rapid entry of capital from all parties, the wind has come for the power exchange mode, which is rapidly "starting" under the dual promotion of China’s policies and markets.

　　New phenomenon:Power exchange station and gas station "coexist in one room"

　　During the Eleventh Five-Year Plan period, many new energy vehicles were waiting in long queues at the expressway charging station. For example, the large-scale participation of "changing electricity" mode can at least solve the problem of rapid recharge of some new energy vehicles.

　　"Build 5,000 intelligent charging and replacing power stations by 2025." This is the goal set by Sinopec in April this year. Half a year later, the first batch of Guangdong charging and replacing integrated stations jointly operated by Sinopec and Weilai were put into use in some gas stations in the province. Similar intelligent charging and replacing power stations have also been operated in Beijing and other places. The reporter recently visited some Sinopec gas stations and noticed that in the new charging and replacing station, in addition to the replacing equipment like a giant box, there are two brand-new charging piles standing next to it. The on-site staff told reporters that in addition to the power exchange business, it can also meet the fast charging demand of electric vehicles for 30 minutes.

　　At the beginning of November, BP and Aodong New Energy also set up a joint venture company to start the process of laying out and building a service network for power stations in China. Zhang Jianping, co-chairman of Aodong New Energy, which specializes in developing power exchange technology, told reporters: "These shared power exchange stations are equivalent to gas stations, similar to the user scenarios of gas stations." Undoubtedly, the utilization rate of the public market is higher, and "sharing a room" with gas stations is one of the best paths for rapid popularization. It is reported that Aodong New Energy has cooperated with 14 mainstream car companies including GAC, FAW, BAIC, SAIC, Chang ‘an and Dongfeng to develop more than 24 battery-changing models, and built more than 500 battery-changing stations together with PetroChina and Sinopec.

　　Technical update:The power exchange efficiency is faster and the safety is monitored.

　　If it is said that a few years ago, the power exchange mode of new energy vehicles was that individual car companies such as BAIC and Weilai were "crossing the river by feeling the stones" and making small troubles, now with the participation of these gas station giants, using their networks to plan power exchange stations not only makes the large-scale development of power exchange stations faster, but also helps to extend the power battery format to the energy storage battery format.

　　The reporter was informed that the iteration of power exchange technology is paving the way for popularization. The new batch of charging and replacing power stations put into use by Sinopec adopts Weilai’s second generation power station replacement technology. "It takes more than three minutes to change the battery at the earliest, and it can meet the power change demand of 312 trains in one day." Technicians told reporters that compared with the first generation power station changing technology, the second generation technology has the advantages of quickly unlocking the battery, increasing the battery recycling cache, lowering the fully charged battery for standby, and designing the double-track warehouse. The battery capacity has also increased from 4 to 13, and the battery reserve has increased by more than 3 times.

　　Is it safe for charging and replacing power stations to coexist with gas stations? Zhang Jianping pointed out that the main cause of automobile battery fire is "thermal runaway", and various monitoring means, including vision, smoke sense and temperature sense, and BMS mechanism, can be used to monitor and find hidden dangers in time and solve them. In addition, there is a safe distance between the gas station and the power exchange station.

　　The tuyere is coming:This year, 33,600 new power exchange enterprises have been added.

　　The data shows that, encouraged by relevant policies and markets, all parties’ capitals have accelerated their bets. In the past decade, the number of registered enterprises related to power exchange in China has been on the rise, especially in 2020. According to Sky Eye Survey, as of the end of October this year, there were 67,500 power exchange-related enterprises in China. In the first 10 months of this year, the number of new power exchange-related enterprises has reached 33,600, a year-on-year increase of 184.83%. From the perspective of regional distribution, Jiangsu, Shandong and Guangdong ranked the top three in terms of the number of power exchange-related enterprises. In terms of urban distribution, Guangzhou ranks first with 3,264.

　　The two securities companies also gave optimistic forecasts for "power exchange". Orient securities pointed out that the efficient way of recharging electricity can reduce the bottleneck of recharging new energy vehicles at present, and the difficulties in the mode of recharging electricity are gradually breaking through. It is estimated that the proportion of recharging vehicles will reach 30% in 2025, which will bring hundreds of billions of markets to the construction, operation and equipment of recharging stations, and will enter a period of rapid growth during the Tenth Five-Year Plan period. Founder Securities Research Report shows that the new energy vehicle power exchange station will face the 2B market and the high-end 2C market. When the business model and power exchange technology gradually mature, the switching of heavy trucks, buses and operating passenger cars will be accelerated. It is estimated that by 2025, the total sales volume of power exchange vehicles will exceed 3 million, and the scale of supporting power exchange stations will exceed 28,000.

　　The reporter noticed that in Guangzhou, the new energy vehicles that were popularized in the taxi industry are cutting into a larger private market. In order to solve users’ concerns about the quality of rechargeable batteries, at present, new energy vehicles such as Aodong and Weilai, which are separated from each other, provide cheap battery rental prices and life-cycle management services for batteries. After the battery is stripped off and the whole vehicle is sold, the price of the whole vehicle is also more close to the people, which lowers the purchase threshold.

　　observe

　　Policy overweight Power exchange mode is beneficial to the goal of "double carbon"

　　The current national policy gives a clear development direction to the power exchange model. The reporter noticed that the power exchange mode has been clearly supported at the national level since last year. At last year’s National People’s Congress, the power exchange station became an important part of the new infrastructure, and was written into the Government Work Report for the first time. This year’s "Government Work Report" of the two sessions also expanded "building charging piles" to "adding charging piles, changing power stations and other facilities". The power exchange station has entered the "Government Work Report" for two consecutive years, which shows that power exchange is highly valued as an efficient way to replenish energy.

　　On October 28th, the General Office of the Ministry of Industry and Information Technology issued the Notice on Launching the Pilot Work of the New Energy Vehicle Switching Mode Application, officially launched the pilot work, and announced 11 cities included in the pilot scope. The "Notice" makes it clear that the overall promotion goal of this pilot project is to promote 100,000 electric vehicles and 1,000 electric power stations, including breaking through the key technologies of electric products, opening up the approval process of infrastructure, establishing a supervision platform for electric vehicles, improving the technical standard system for electric vehicles, forming an industrial ecology of electric vehicles and building a policy support system for electric vehicles.

　　Under the background of "double carbon" goal, the relevant ministries and commissions of the country have issued a number of documents to promote the power exchange mode, which can play an important role in energy conservation and emission reduction. For example, the goal of these pilot cities announced by the Ministry of Industry and Information Technology is to "strive to achieve fuel saving of 700+10,000 tons/year and carbon emission reduction of 200+ 10,000 tons/year". (Guangzhou Daily, all-media reporter Deng Li)

Original title: "change power" mode to run!　　

People’s Network is a large-scale online information exchange platform built by People’s Daily, a media culture listed company controlled by People’s Daily, and one of the largest comprehensive online media on the Internet. On January 1, 1997, People’s Daily Online was officially launched. On July 1st, 2006, the Central Committee of the Communist Party of China approved the launch of "China communist party News Network" hosted by People’s Daily, and became an authoritative website to publicize and introduce the Communist Party of China (CPC)’s thoughts, theories, policies and information.

　　Cctv newsAccording to the Ministry of Agriculture and Rural Affairs, in order to implement the new People’s Republic of China (PRC) Wildlife Protection Law, which came into effect on May 1 this year, promote the construction of ecological civilization in water areas, strengthen the protection of rare and endangered aquatic wildlife and their habitats, standardize the management and utilization activities of aquatic wildlife, and severely punish illegal and criminal acts of destroying aquatic wildlife resources, arrangements are made in accordance with the "China Fishery Bright Sword 2023" series of special law enforcement action plans. The Ministry of Agriculture and Rural Affairs decided to launch a special law enforcement action to crack down on the destruction of aquatic wildlife resources from May 1 to October 31, 2023 (hereinafter referred to as "special action"). The main contents are as follows:

　　Strengthen habitat supervision. Implement the responsibilities of supervision and management of aquatic wildlife habitats within the jurisdiction according to law, and focus on investigating and dealing with illegal hunting, unauthorized introduction of exotic species and other acts that destroy aquatic wildlife and their habitats. Strengthen source management, strengthen inspections and patrols in key areas such as nature reserves and aquatic wildlife migration routes, and in key periods such as breeding period and wintering period, establish a normalized supervision mechanism, increase the frequency of inspections and law enforcement, and carry out squatting when necessary. Check all kinds of activities of breeding and utilization of aquatic wild animals in nature reserves, and order rectification within a time limit if scientific research is not obtained according to law; Those who carry out business activities without authorization should be severely punished according to law.

　　Strictly crack down on illegal business use. In conjunction with the public security, market supervision and other departments, we will strengthen the rectification of key areas such as seafood dry goods market, restaurants and pet markets, focusing on the species of California Bay grouper, Chinese horseshoe crab, seahorse, crocodile, sturgeon and freshwater turtle, and severely investigate and deal with unauthorized or over-time and over-range operation and utilization, failure to use the special logo for aquatic wildlife as required, and forgery, alteration, sale, transfer, and so on. Strengthen cooperation with the departments of network information, transportation, railways, civil aviation, postal services, etc., and jointly crack down on illegal online transactions and illegal transportation, delivery and other behaviors according to the division of responsibilities, and strengthen multi-link, full-chain, and no dead ends supervision.

　　Standardize breeding and exhibition activities. Conduct a comprehensive inventory of aquatic wildlife breeding and exhibition venues such as aquariums and aquariums within the jurisdiction, focusing on verifying the breeding of key species such as cetaceans, whale sharks, turtles and spotted seals. If the species and quantity of the animals being kept do not correspond to the records of the franchise certificate, they are required to explain the reasons. If the reason is reasonable and verifiable, it shall be ordered to change the franchise certificate according to law; If the type and quantity exceed the license record and the legal source cannot be explained, it shall be severely punished according to law.

　　　　On July 2nd, Volvo Cars officially released its much-watched Sensus innovative technology sub-brand and the corresponding intelligent in-vehicle interactive system. This system, together with general-purpose Anjixing, Toyota’s G-BOOK, BMW’s connected driving and Mercedes-Benz’s My command, belongs to the "car networking" system, that is, the car is integrated with computer and Internet technologies, making the car more and more "intelligent". So what are the highlights of Volvo’s Sensus system? The following is a detailed answer for you.

　　　　Volvo Sensus Connect intelligent in-vehicle interactive system takes "multimedia cloud server" as the transmission platform, providing interconnection services and information interaction support, which can realize all-round functions such as multimedia entertainment, communication navigation, information sharing, remote control, sound control and after-sales reservation, bringing more convenient car experience.

　　　　Sensus intelligent vehicle interaction system is divided into two parts: Sensus Connect and Volvo On Call. Let’s introduce Sensus Connect first:

　

1905 movie network news On the evening of July 17, the 40th Hong Kong Film Awards ceremony came to an end at the Hong Kong Film Cultural Centre, and multiple awards were announced. Become the biggest winner of the night, with five awards for Best Supporting Actress, Best New Actor, Best Costume Styling, Best Sound Effects, and Best Visual effects.

The late director’s posthumous work won four awards in a row, including: Best Film, Best Director, Best Action Design, Best Editing. At the age of 85, he won Best Actor and Best Actress for "Deus Dusk".

The award ceremony was star-studded ，、、、、、、、 Xie Xian, Liu Yashe,,, and so on attended.

Louis KooShi Nansheng

The best film was announced by Louis Koo, and "Fury" defeated "Anita Mui" and "Wisdom Teeth" to win the award.

Andy Lau

The director of the film, Chen Musheng, also won the Best Director award, which was his sixth nomination for Best Director at the Academy Awards. Unfortunately, he missed the Academy Awards five times before his death. Chen Musheng died of illness in August 2020. "Anger · Serious Case" is his last work. Andy Lau choked up at the scene and read a letter from Chen Musheng’s widow, thanking the outside world. "I believe this award has fulfilled his life, and he will definitely smile back and feel very relieved. On behalf of my husband, I would like to say thank you to everyone. Everything is in silence."

Lin Jiadong, Xie Xian

The best actor award went to Xie Xian, 85, who has been in the film and television industry for 69 years and finally won the best actor for the second time on the stage of the Academy Awards. He was escorted to the podium by Lin Jiadong, and the audience applauded. His acceptance speech was very brief: "Thank you all. I won’t say it, I will take this."

Liu Yashe

Liu Yasse, the ninth mainland film queen to win the Academy Awards, thanked the director and staff in Cantonese before saying in Mandarin: "The film has given me a ray of light, guiding me to this place, I hope I have the opportunity to accompany the film to go further, I didn’t cry! Thank you!"

Wang Danni

The model-turned-model won the best new actress for her debut novel "Anita Mui", and she was so excited on stage that she sobbed.

The complete list of winners:

Best Picture: "Fury"

Best Director: Chen Musheng, "Anger, Serious Crime"

Best Actor: Xie Xian, "Kill the Dusk"

Best Actress: Yasser Liu, Wisdom Teeth

Best Screenplay: Cen Junqian, Wisdom Teeth

Best New Actor: Dany Wang, Anita Mui

New Director:

Best Cinematography: "Wisdom Teeth"

Best Supporting Actor: Mom’s Wonder Boy

Best Supporting Actress: Anita Mui

Best Movie Song: The Original Intent of Time "One Second Boxer"

Best Original Film Music:

Best Art Director: Wang Huiyin, Wisdom Teeth

Best Costume Design: Anita Mui

Best Editing: "Rage · Serious Case"

Best Action Design:,,, "Rage · Serious Case"

Best visual effects: Lin Jiale, Liang Weimin, Hong Min’s poem "Anita Mui"

Best Sound Effects: Anita Mui

Best Asian Chinese Film: "American Girl"

Lifetime Achievement Award:

Professionalism Award:

Recently, car home Taizhou preferential promotion channel has brought you a grand preferential activity! Among them, the models that have attracted much attention are under way, so that Taizhou riders can buy their favorite cars at a lower price. It is understood that this promotion can enjoy a maximum discount of 12,000 yuan, and the minimum starting price is only 145,900 yuan. If you are interested, you may wish to click "Check the car price" in the quotation form, strive for higher discounts and add more surprises to your car purchase!

Tiggo 9 is a luxury medium-sized SUV owned by Chery Automobile, and its design is full of strength and fashion sense. The front face design of this car adopts an atmospheric and steady design style, and the air intake grille adopts a large area of chrome decoration, which shows a sense of luxury and quality. The body lines are smooth and the overall style is fashionable, showing a strong sense of movement and technology. The design of Tiggo 9 not only conforms to the aesthetic trend of consumers, but also fully reflects the design strength and innovation ability of Chery Automobile. No matter the details or the whole, the Tiggo 9 has demonstrated excellent design level and craftsmanship, and it is a luxury medium-sized SUV that should not be missed.

Tiggo 9 is a medium-sized SUV with a body size of 4820*1930*1710mm and a wheelbase of 2820mm. The body lines are smooth, the side shapes are magnificent, the lines are simple and smooth, and the overall design is full of strength. The front tread is 1638mm, and the rear tread is 1641 mm. It is equipped with 245/50 R20 front and rear tires, and the rim style is fashionable and dynamic. The body lines are smooth, showing the luxurious temperament and sports style of Tiggo 9.

The interior design of Tiggo 9 is simple and atmospheric, with black and beige color scheme, giving people a noble and comfortable feeling. The steering wheel is made of leather, which feels comfortable, and the position can be manually adjusted up and down and back and forth, which is convenient for the driver to operate. The central control screen has a size of 12.3 inches, supports voice recognition control system, and can control functions such as multimedia, navigation, telephone, air conditioning and skylight. The front and rear rows are equipped with USB and Type-C interfaces for easy charging. The front seats also have heating and ventilation functions, and the driver’s seat is also equipped with electric seat memory function. The backrest of the second row of seats can be adjusted, and the rear seats can be laid down in proportion. Generally speaking, the interior design of Tiggo 9 is very humanized, comfortable and practical.

The Tiggo 9 is powered by a 2.0T 261 HP L4 engine with a maximum power of 192kW and a maximum torque of 400 N m.. With the 8-speed automatic manual transmission, this engine can bring excellent power performance and smooth shifting experience to drivers. No matter on urban roads or highways, Tiggo 9 can provide sufficient power reserves, so that drivers can feel passionate driving pleasure in all kinds of road conditions. In addition, the engine’s efficient combustion and advanced technology make its fuel economy performance excellent, making your driving more energy-saving and environmentally friendly.

In the evaluation of car home car owners, the design of Tiggo 9 is praised as a lot of atmosphere and domineering. The polygonal large-size air intake grille and the flat luminous logo make the whole car stand out, and the raised waistline on the side of the car body also adds a sense of fashion. The rear taillights have a through design, which is also an element that car owners like very much. As the flagship model of Chery, the design of Tiggo 9 is obviously loved by car owners.

On the same day, in the tenth round of the Italian Football League in the 2023-2024 season, Inter Milan beat Rome 1-0 at home.

On October 29th, Inter Milan coach Inzaghi was on the sidelines. Xinhua News Agency (photo by Alberto Lingoria)

On October 29th, Inter Milan player Thuram (left) scored a goal in the game. Xinhua News Agency (photo by Alberto Lingoria)

On October 29th, Inter Milan player Thuram (left) competed with Roma player Ndika. Xinhua News Agency (photo by Alberto Lingoria)

On October 29th, Inter Milan player lautaro (left) competed with Roma player Lu Kaku. Xinhua News Agency (photo by Alberto Lingoria)

On October 29th, Inter Milan player lautaro (right) competed with Roma player Mancini. Xinhua News Agency (photo by Alberto Lingoria)

Strive for table tennis.

Table tennis is wonderful.

The Fourth Table Tennis Competition of Intermediate People’s Court

Exercise stretches health,

Competition inspires vitality.

On the sports stage,

Let’s work together-

With sweat and hard work,

With strength and tenacity,

Write poems of life!

opening ceremony

In order to enrich the cultural construction of the court and fully display the healthy spirit of the police, the Loudi Intermediate People’s Court held the fourth table tennis competition on the evening of December 13th and 14th. Li Zhengming, Party Secretary and Dean of the Intermediate People’s Court, attended the event. Xia Ziwei, member of the party group and vice president of the Intermediate People’s Court, made an opening speech.

Player style

Based on the principle of "national fitness, joint participation", a total of eight teams were formed to participate in the competition. On the field, the athletes were enthusiastic and devoted themselves to the competition, such as the straight shot, the horizontal shot, the spike, the spin ball, the curveball … Everyone chased after me, not to be outdone, and the wonderful moments were constantly staged, with cheers and applause one after another. The players showed their achievements, confidence and style. Every game, adhering to the belief of "never give up until the ball hits the ground", shows the energetic, combative and enterprising spirit of the court people in the new era.

After fierce competition, a total of 1 first prize was produced; 2 second prizes; 3 third prizes; 2 outstanding organization awards; 2 outstanding athletes.

Everyone has said that through this competition, they have strengthened their physique, tempered their will and exercised their team. In the future work, we will gather the courage and fearlessness shown in the competition into full enthusiasm for work, and make greater contributions to the sprint and the high-quality development of the court at the end of the year!

Original title: "Strive for" Ping-pong "Bo, and" Ping-pong "is wonderful-the Fourth Table Tennis Competition of Loudi Intermediate People’s Court"

Read the original text

Image source @ vision china

Text | Fat Whale Headline

In the beginning of 2022, HARMAY, a new retail brand of beauty products, completed nearly $200 million in C and D rounds of financing. During the same period, WOW COLOUR, a beauty collection store brand, also announced at its annual meeting and 2022 strategy conference that it had won another $100 million in A+ rounds of financing; "B+ Oil Tank" announced the completion of a round of strategic financing, which indicates that the new beauty retail species that broke out in 2020 is still the "toon" in the eyes of capital.

Several families are happy and worried. In contrast, the new domestic brands of beauty products are caught in "collective anxiety". Perfect Diary, as the benchmark of new domestic products, bears the brunt. Its share price dropped from $25 at the beginning of 2021 to less than $5, and its market value evaporated by nearly 80%. According to Amoy data, during the period of double 11 last year, the sales of many cutting-edge brands such as Perfect Diary, Flower Xizi and Orange Blossom generally declined by more than 30% compared with the same period last year.

In fact, not only in the beauty industry, but also in the fields of coffee, tea, shoes and clothing, the discussion about "new consumption is going downhill" is endless, and new changes and transformations are quietly coming.

2018-2020 is the "honeymoon period" for the accelerated development of new domestic brands of beauty products, with the influx of hot money; Amoy incubates and supports new brands; With the rise of new traffic platforms such as Xiaohongshu and Tik Tok, a group of cutting-edge brands, who are well versed in traffic and content marketing, rely on the fast product iteration ability and the pricing strategy of "big brand replacement" to quickly create explosive items, which are in full swing in the e-commerce channel.

Along with the highlight, there are still constant doubts, including burning money for growth, emphasizing marketing and neglecting research and development, and serious homogenization of products. According to Perfect Diary Financial Report, the net loss of Q3 Company in 2021 was 360 million yuan. Although the loss range has narrowed compared with 640 million yuan in the same period last year, the high marketing expenses are still criticized, accounting for nearly 70% of the revenue.With the increasing cost of traffic, online growth has fallen into a bottleneck, and the enthusiasm of the capital circle for this model has gradually faded.

To make matters worse,International brands have completely outflanked the new domestic brands in terms of price, marketing methods and talents.. Since double 11 in 2020, the international big brands have concentrated on the lowest discount in history, providing a special "price line" for the China market, and some brands even have a 2-3 discount combined with buying and giving; Marketing gameplay has increased the efforts to launch KOL, online live broadcast rooms and private domain channels, and even the previous "disdainful" launch mode such as taobao guest promotion has begun to be adopted by the top management; In terms of talents, a new round of enrollment expansion of local talents has been launched, and the proportion of local talents in middle-level and key positions has continued to rise, so as to be closer to the China market and its Z-generation young people.

This series of "grounding gas" practices has also multiplied the brand potential accumulated by international big names for a long time, and the market share has been expanding.According to the latest financial report data, the sales of L ‘Oreal, Estee Lauder and Shiseido all achieved double-digit year-on-year growth in 2021. Among them, the financial report of L ‘Oré al Group pointed out that in 2021, it achieved double-digit growth in the China market, which was twice the average growth rate of the beauty market. Estee Lauder Group also stressed in its financial report that the performance of the Asia-Pacific region, especially Chinese mainland, has increased significantly.

It is worth mentioning that these international groups are optimistic about the growth prospects of cosmetics in China in the medium and long term, and further strengthen the layout. For example, L ‘Oré al will land its headquarters in North Asia in Shanghai; Estee Lauder adjusts its organizational structure, and China directly reports to the international president; Shiseido expects China’s income to increase by 16% in 2022 (statement+7%).Many signals show that the international giants are "ambitious" for the China market.

In addition,In the past few years, the "old brand manufacturers" who encountered strong challenges from new brands are also regaining their favor and welcoming the second expansion of revenue and profits.Taking Polaiya as an example, in the past two years, with the large single product of ruby essence and double anti-essence, it has successfully opened up an incremental customer base in the fields of affordable anti-aging, anti-aging, anti-oxidation and sensitive skin care, forming a word-of-mouth effect; And from the second half of 2020, Caitang, a make-up brand, achieved a revenue of 120 million yuan that year, with a year-on-year growth rate of 84% in the first three quarters of 21 years, becoming the second largest incremental business point besides the main brand of Polaiya.

The "rejuvenation" of international giants and local brands, in addition to TAs being more proficient in the operation of new marketing models, stable funds, R&D and manufacturing systems, long-term accumulated brand assets, and omni-channel layout capabilities are the cornerstones under the iceberg, enabling increased exposure to quickly translate into sales and stable repurchase.On the other hand, the proud DTC mode and private domain operation of many new brands have not effectively solved the problems of "loyalty" and "repurchase". According to the data of Dolphin Society, the repurchase rate of Yixian e-commerce has remained at around 40% in recent years, and it has hardly improved, and it has fallen into the dilemma that "if you don’t continue to spend money to buy traffic income, it may double down".

With online competition becoming a red sea, it tends to be homogeneous, and more brands begin to turn their attention to offline. For the brand,The significance of stores has gone beyond the scope of retail channels, and it is an important way to connect real consumers, express their own differences and build brand-specific content.; At the same time, with the application of digital means and the continuous iteration of consumer demand, the offline format has also given new vitality.

From the initial department store channel, to the traditional CS/KA channel, and then to the new beauty collection store at that time, the application of digital tools and technologies has become an important starting point for improving retail efficiency and changing user experience.Through the use of small programs, live broadcasts and other means, as well as the opening of the membership system, the seemingly single offline contact has been transformed into a rich online and offline consumer network, and the private domain attribute of the store can also help the brand reach consumers more accurately and establish deep links. At the same time, digitalization also goes deep into product selection, inventory management, logistics and distribution, etc., improving operational efficiency in an all-round way and releasing new imagination space for consumers to get unexpected experience in beauty consumption.

Social aesthetics+multi-format experience is becoming a new growth point of offline space.With the Z generation becoming the main force of beauty consumption, the behavior and characteristics of TAs have greatly influenced the direction of change in beauty channels, such as preferring undisturbed self-service shopping, preferring early adopters, being willing to pay for face value and trends, and pursuing immersive interactive experience.These have become an important force to promote the rise of beauty collection stores.

Throughout the current popular beauty collection stores, all efforts are made in space quality and scene aesthetics, such as the industrial style of Huamei and the design style of "one store, one theme", the INS girlish style of WOW COLOUR, and the future technology style of B+oil tanks.Stores themselves are very social topics, which bring consumers a deeper interactive experience and stronger brand awareness, thus driving the emergence of consumer behavior.

besidesThe beauty collection store, represented by Huamei, is extending users’ stay time and increasing the repurchase rate by expanding business and ecology.. In Huamei, you can buy not only beauty products, but also coffee, snacks, drinks, pet products, small household appliances, etc. In fact, Huamei is not only a retail distributor, but also an investor. According to the statistics of China Investment Network, Beijing Huamei Lexiang Technology Co., Ltd., the main company of Huamei, has invested in nearly 10 new consumer brands, mainly in 2021, involving skin care, health care, fragrance and other sub-tracks.In the increasingly fierce competition, it is considered to be an important source of differentiated competitiveness for beauty collection stores to use their sensitivity to trends and their ability to select products to explore and even empower new niche brands first.

If the expansion of categories is not without doubt, thenDigging deep into the service value of beauty is another path of overlapping experience.Lan Tingyuan, project director of L ‘Oré al China Consumer Center, said when talking about the trend in the next 5-10 years,Future products will not only be products themselves, but also need some combination with instruments or medical beauty, even with data and services.

In this regard, beauty brands and traditional department stores/CS channels have innate genetic advantages. For example, Estee Lauder will provide offline SPA services such as frozen platinum, black diamond luxury energy and platinum energy storage for members of different levels; Sephora stores provide diversified services such as hairdressing centers, professional service counters and professional beauty consultants; The offline counter of high-end makeup in Mao Geping will design a makeup trial area for consumers, and be equipped with a professional BA to make up half a face for customers to present the product effect.These offline services can greatly promote the distance between brands and consumers and build brand fan stickiness.

In the past two years, the beauty shop in department stores has been continuously expanded, which has been welcomed by beauty brands and customers.Take Hangzhou Wulin Yintai as an example. By the end of 2021, 18 high-end beauty brands had opened 21 beauty salons, including La Prairie, Mystery of Hailan, CPB, Sisley, helena rubinstein and Fresh. These beauty salons usually have an area of 10㎡-25㎡, allowing consumers to enjoy quiet, high-end and private professional skin care. At the same time, different brands of beauty care are different in techniques, instruments, special products and projects.Become a sharp weapon for brands to maintain high-end customers and enhance brand added value.

Hangzhou Wulin Yintai La Prairie brand beauty house

However, the offline expansion of Zhang Zhilu has not been smooth sailing, especially under the influence of the epidemic, many brands have delayed their plans to open stores. In the past 2021, in addition to Sephora’s accelerated expansion plan, nearly 40 new stores were opened, which is about twice the average annual growth rate since it entered China in 15 years. Compared with the target, the opening rhythm of new beauty collection stores has been greatly reduced. According to the statistics of interface news, the total number of WOW COLOUR stores in China at the end of 2021 is about 135, which is half of the peak of 300, which is contrary to its goal of laying out 1,000 offline stores within three years. Black hole once proposed the rhythm of opening 20 stores in 2021 and aiming for 50 stores in 2022, but so far there are only 14 stores.Behind the competition for high-quality offline space, there is still a need for strong financial strength and stable profitability.

It is worth mentioning that the new domestic brands do not have a strong sense of existence in this offline battle. Yixian e-commerce, where Perfect Diary is located, has laid out offline stores since 2019. By the end of November last year, there were 280 stores. However, according to the founder, affected by the epidemic, one-third of the stores have repeatedly closed, opened and closed, and will implement a more cautious store expansion strategy in the future; Tangduo opened 10 stores from September 2020 to the end of November 2021, "each one is very cautious"; Hua Xizi still has no offline stores and counters.It is not an easy task for new domestic brands that are native to the Internet and have limited profit margins, involving the location of offline stores, supply channels, service experience, and the control of personnel operating costs.

Under the double dilemma of online and offline, many founders of new domestic brands said that this is the most difficult moment. If we can survive this "life and death test period", it is likely that a number of new local international brands will be born, but in which direction should we break through?

Brand going out to sea has become a unanimous choice under domestic pressure.According to the statistics of China Business Daily, more than 20 domestic cutting-edge beauty brands are actively exploring overseas markets. Among them, Hua Xizi, relying on the characteristic advantages of oriental aesthetics, is particularly firm on the road of going to sea. In the past two years, she has made intensive brand voices around the achievements and cases of going to sea.

Hua Xizi is very good at using social media and the power of local talents to explore foreign markets. For example, at the end of 2019, the cooperation with the Japanese blogger "@ ????" triggered a hot discussion among Japanese netizens on Hua Xizi, and related topics once climbed to the seventh place in the Japanese Twitter hot search list; In 2021, TikTok "Micro online celebrity" @meredithduxbury, which found 200,000 fans, released a makeup tutorial video using Huaxizi products. The content exposure rate exceeded 5 million, and it gradually entered major international markets such as North America and Western Europe. At the beginning of this year, the evaluation video of domestic makeup flower Xizi pushed by Jeffree Star, an American top beauty blogger with 10 million+fans and sharp "poison tongue" on Youtube, once again boosted the popularity.

Now Huaxizi has opened official website in English and Japanese, successively opened logistics in Japan, the United States and Europe, and laid out many overseas mainstream social media such as Instagram, TikTok, Twitter, among which the number of TikTok fans has exceeded 200,000, which is growing rapidly.

butDomestic brands often go out to sea with the export of national strength and culture, just as the popularity of Korean cosmetics in China in that year was inseparable from its highly binding Korean culture and leveraging traffic dividends.At present, the gathering places of domestic brands of beauty products are more in Southeast Asia and Japan, which are more suitable in makeup habits, fashion trends and culture. However, for the European and American markets with high entry threshold, great skin difference and more intense competition, the space that can be developed at present is still limited.

It is a relatively wise and cost-effective way to keep and strengthen the brand mind of a certain subdivision efficacy/ingredient/category.Taking the skin care track as an example, iResearch data shows that consumers’ demand for effective skin care is increasing, and the driving effect skin care products continue to increase at an average annual compound growth rate of nearly 30%; According to the survey data of the Chinese Medical Doctor Association, more than 70% of the people think that they have sub-health skin conditions, and they can solve skin problems in a targeted manner, and they are more likely to be favored by consumers with exclusive ingredients and formulas.

For example, Winona, with its natural plant ingredients and medical background, has become the first brand of sensitive muscle skin care in China, and has achieved a certain dominant position in the blue ocean of dermatological skin care products. Run Baiyan and Kuadi, owned by Huaxi Bio, have formed the appeal of not losing big names in medical meiquan by virtue of their exclusive advantages in the patented technology of hyaluronic acid components; The core of Lin Qingxuan’s shelling of Chanel some time ago lies in the dispute between users’ minds about the ingredient of camellia. Although netizens have different opinions, they have at least gained a free publicity position in strengthening Lin Qingxuan’s cognition and association with camellia.

If the above two strategies are more short-and medium-term strategies, it is a long-term doctrine that is difficult but must be adhered to to to effectively improve R&D and product strength and precipitate brand equity.At present, the leading new domestic brands are already making changes, such as Perfect Diary gradually upgrading the R&D team, and the proportion of R&D expenses has increased from 0.4% in 2018 to 1.3% in 2020; Hua Xizi hired Li Huiliang, deputy general manager, chief technology officer and core technician of Huaxi Bio, to be responsible for brand research under the brand. In the past year, the number of patents of Hua Xizi’s parent company reached 106, including 28 invention patents, and the number of new patents reached 50.

Although there are still many gaps compared with international beauty brands, this R&D competition has already started. Blessings and misfortunes depend on each other, and it is expected that the consolidation of R&D foundation will make generate’s user thinking and product iteration ability, which new domestic brands have always been good at, have greater potential energy, rather than "floating on the surface".