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　　Hejia Eco-agricultural Industrial Park in Liujiaping Bai Township adopts the business model of "company+base+farmers", and farmers are both employees and shareholders. At the scene, local farmers introduced the book of riches to reporters.

　　Liujiaping Bai Township has accelerated the action plan of "Sunshine Housing" for precise poverty alleviation, and intensified the construction of "Sunshine House". In 2016, the township completed the construction goal of 10 sets of "Sunshine Houses" and gradually solved the housing security problem of poor households.

　　Red Net Zhangjiajie Sub-station February 27th(Reporter Chen Xiao, Wen Zhuo) At the report meeting on the work of getting rid of poverty in Zhangjiajie City, Qi Zhenggui, secretary of the Zhangjiajie Municipal Party Committee and director of the Standing Committee of the Municipal People’s Congress, said: "The work of getting rid of poverty is an urgent task, and it is a tough battle that must be won. All party member cadres should always put the people in difficulty in their hearts, shoulder the responsibility of getting rid of poverty, and embody the purpose of practicing the party on’ feet covered with mud’."

　　Both feet are covered with mud, which is the standard for leading cadres and poverty alleviation teams to measure village conditions and understand public opinion. On February 27th, the reporters and Internet VIPs of the series of network theme activities of "Meeting the 19th National Congress of the Communist Party of China", like the poverty alleviation task force, also went deep into the grassroots and came to the Bai nationality township in Liujiaping, Sangzhi County, and walked into this red land, stepping on the soil and feeling the road of Sangzhi people to get rid of poverty and run towards a well-off society.

　　Industrial support to stimulate the function of poverty alleviation and hematopoiesis

　　"Now that we have a job, we can go to work, 60 yuan a day, how much we do, and take a few days off when we are tired, which is much better than before." Xiong Caiyun, who is working in the vegetable base of Zhangjiajie Hejia Ecological Agriculture Park in Liujiaping Bai nationality township, said happily.

　　Once upon a time, the peasant women like Xiong Caiyun in Liujiaping Bai nationality village only planted some millet and corn at home to earn some money. In 2016, the 23rd batch of poverty alleviation task forces of Hunan Military Region stationed in Sangzhi attracted investment to introduce Zhangjiajie Hejia Ecological Agriculture Industrial Park into Liujiaping Bai Township, creating a demonstration park of precision poverty alleviation ecological agriculture industry. The park was built at the beginning of the year, with a total area of 1,023 mu. It mainly focuses on vegetables, fruits, aquaculture, agricultural leisure and sightseeing, and adopts the business model of "company+base+farmers", and implements contract production and acquisition, so that local farmers also benefit. The industrial park has transferred 523 mu of land in six villages in Liujiaping Bai Township at the price of 600 yuan per mu per year, which has made 143 villagers earn a total of 313,800 yuan per year, including more than 140 mu of land transferred to 73 poor households, with an average income of 1,150 yuan per household. Among them, Xinqiao village shares through poverty alleviation funds, and village collectives and individuals can share dividends according to operating benefits. Last year, Hejia Eco-agricultural Industrial Park implemented the strategy of industrial poverty alleviation, and integrated 200 million yuan into the construction of industrial districts, effectively driving 17,000 poor people to increase their income and get rid of poverty.

　　Implementing the "Three Guarantees of Sunshine" Project according to the policy of households.

　　Accurate poverty alleviation, poverty alleviation, focus on precision, and persistence.

　　When asked about the ways and policies of poverty alleviation in the township, Gong Zhaojun, secretary of the Party Committee of Liujiaping Bai Township, was particularly embarrassed. She said, "Our township governs 6 administrative villages and 114 villagers’ groups, with a total population of 11,866, including nearly 3,000 poor people in the system. We have formulated different policies and poverty alleviation methods for each family. Some villagers live in the mountains, and it is inconvenient to use water and travel. We first realize poverty alleviation and relocation to help him solve the housing problem. Some villagers have no income.

　　Walking into the Sunshine Garden in Xinyang Village, Liujiaping Bai Township, rows of houses are located between Qingshan and Xiaoxi, and the blessings posted outside the door are all filled with happiness and warmth.

　　"The party’s policy is good, and we live well now … …” The 75-year-old Xiong Tinghua lives alone. There are seldom so many guests at home. Standing in the living room of his small home, he happily sang songs to us.

　　Xiong Tinghua is the only widowed old man in Xinqiao Village. The "Sunshine House" where he lives is the "Sunshine House" housing project implemented by the poverty alleviation team of Hunan Military Region for the homeless and dangerous households in the village. There are more than 10 villagers in Xinqiao Village like Xiong Tinghua who are unable to improve their living conditions. By the end of this year, these villagers will carry bags for free and stay in rooms with basic furniture and living facilities such as beds, cabinets, televisions and cookers.

　　In addition to the Sunshine Housing Project, the Sunshine Education Project and Sunshine Medical Project were also implemented. Investigate and review all the students in the township who study in poverty-stricken households who have established files. 633 students completed the "Sunshine Aid", implemented the "Rain and Dew Plan" and sponsored 3 students. One student enrolled in the 3303 factory of the People’s Liberation Army for free. 3 students attending Changsha Normal University free of charge; More than 98.1% of the residents in the township participated in the cooperative medical care, and the participation rate of poor households was 100%. 589 people were rescued by "Sunshine Medical Care", and this year, 303,800 yuan was saved for poor households to solve serious illness.

　　Red tourism makes Sangzhi embark on a new journey of getting rid of poverty and becoming rich.

　　Rural tourism is the most realistic, direct and effective way for the poor to get rid of poverty. Relying on the historical background and rich red resources in the old revolutionary base areas, the construction of a red tourist town in Liujiaping has begun, and an 80-mu flower sea is about to be built, which is organically connected with Hejia Agricultural Ecological Industrial Park and integrated with tourism to "stay" tourists, which not only realizes industrial poverty alleviation, but also expands the influence of Liujiaping’s red culture, and actively exerts the social effect of "helping a village, driving a township and radiating a county".

　　Sangzhi county, as a national key poverty-stricken county, is the most difficult "hard bone" for Zhangjiajie to get rid of poverty. In 2016, Sangzhi County thoroughly implemented the central, provincial and municipal decision-making arrangements, solidly promoted poverty alleviation, highlighted accurate identification and precise policies, comprehensively promoted the "5562" action plan for poverty alleviation, arranged 104 supporting units to help 124 poor villages in villages, sent 8,805 cadres to help 37,000 poor households in pairs, and integrated 460 million yuan of agriculture-related funds for precise poverty alleviation, thus realizing the withdrawal of six villages.

　　In 2017, Sangzhi County will take the road of "tourism integration, industrial poverty alleviation and green development", cling to "tackling poverty" and "all-round well-off", give full play to the function of "tourism+",actively integrate into Zhangjiajie tourism economic circle, develop global tourism, and strive to build a new highland for tourism development on the west line of Zhangjiajie, a new base for the production of ecological health products, and a new blessed place for the people in the old areas to live a well-off life. By 2020, At the same time, we will continue to exert our efforts in compacting work responsibilities, implementing industry-driven, improving infrastructure, ensuring public services, and strengthening grassroots organizations. We will push forward the "5562" action plan to get rid of poverty, and the standards will not be lowered. We will work hard to take off our hats in 2018 and ensure that we will take off our hats in 2019.

　　On November 19, 1935, the Red Army Corps took the first step of the Long March in Liujiaping Township, Sangzhi County. Now, 81 years later, Sangzhi County has started a new journey to get rid of poverty and achieve a well-off society in an all-round way.

　　Origami must have been played by many people when they were young. But can you use paper to fold lifelike birds and animals and vivid cartoon characters? In Jinhua, a 13-year-old boy created an origami work of the zodiac dragon to welcome the New Year.

　　It took more than 3 hours to fold out the "Zodiac Dragon"

　　The boy named Yang Guanlin is a student in the experimental department of junior high school of Jinhua New Oriental Bilingual School. On February 18th, the reporter contacted Yang Guanlin’s father.

　　According to Yang’s father, Yang Guanlin liked handcraft when he was in kindergarten. Later, he and his wife bought him some origami books. Unexpectedly, Yang Guanlin was out of control after touching origami.

　　Dad Yang said that origami in the true sense is not as simple as origami airplanes and paper cranes we imagined. Modern origami art pays attention to one paper forming, without cutting, cutting or splicing. Before learning origami, you should be familiar with the basic theoretical knowledge, and then through a lot of practice, you can change from "getting started" to "master".

　　Because the hobby of origami is relatively small and there is no special training institution, Yang Guanlin usually studies independently through online videos and books. Father and mother do a good job in logistics, such as buying paper, books and helping them search teaching videos online.

　　On the sixth day of the first month, Yang’s father took his family out for a trip, and it took five or six hours to take the high-speed rail. So Yang Guanlin prepared paper in advance and made origami works on the high-speed rail.

　　This year is year of the loong, who folded a work of loong. According to reports, starting from the Year of the Tiger in 2022, Yang Guanlin’s way of welcoming the New Year is to fold out the zodiac with paper. Different from the past, origami used to be done with one piece of paper, but this year, because the dragon’s body is too long, it was divided into three parts: the dragon head, the dragon body and the dragon tail, and finally it was spliced together. There are more than 100 steps in total, which takes more than 3 hours to complete.

　　Think of origami as your favorite game.

　　In addition to dragons, rabbits and tigers, there are many animal works corresponding to the zodiac in peacetime. Dad Yang said that now, except for pigs and dogs, the other 10 zodiac signs have already had corresponding works.

　　Although after junior high school, learning is more busy, but whenever there is time, Yang Guanlin will still fold some works. He said that even the same zodiac has different ideas, so he will insist on making a zodiac work every year to welcome the New Year.

　　Dad Yang said that it is not easy for children to stick to the hobby of origami for so many years. The difficulty of origami lies in the need to transform abstract symbols into concrete shapes, which requires extremely high spatial imagination. The steps of origami are complicated, ranging from dozens to hundreds, which is a great test of patience. When folding paper, you must have no distractions, which requires high concentration. As parents, we need to encourage our children to settle down, try more and overcome difficulties.

　　Now, in addition to imitation, Yang Guanlin has added his own thinking and transformation to many works. Up to now, Yang Guanlin has composed more than 300 works, including animals, figures and plants.

　　Yang Guanlin has regarded origami as his favorite game. Dad Yang thinks that origami is good for physical and mental health, especially when children are busy with their studies, and it can also be a way to release stress.

Jin Hu retired from the old year and Yutu welcomed the new year. On New Year’s Eve, in order to let citizens and tourists spend a festive and lively Spring Festival, Xi ‘an, Shaanxi Province has carefully prepared grand theme fireworks display activities in six areas of the city to celebrate the Happy Year of China.

On January 21st, New Year’s Eve, in Xixian New Area, Xi ‘an, Kunming and Chi Pan, a grand fireworks show attracted many people. Fireworks ignite the city fireworks, conveying the joy and happiness of the Year of the Rabbit and the New Year. At 8 o’clock that night, fireworks of various shapes were like blooming flowers, blooming in the night sky. Under the fireworks, smiling faces were full of happiness and joy. Everyone raised their mobile phones and cameras to record beautiful moments and looked forward to the arrival of the New Year in the colorful fireworks.

Colorful and colorful fireworks not only presented a wonderful visual feast for citizens and tourists, but also showed the prosperity of the rapid recovery of tourism in the ancient city of Xi’ an. Appreciate the splendor of thousands of trees blooming in the east wind at night, and the flowers of fire trees and silver flowers blooming all night. In the dazzling fireworks show, everyone wishes the great motherland prosperity and the people a happy and healthy life.

Gorgeous fireworks carry people’s good wishes for the new year. During the Spring Festival this year, Xi ‘an will also hold a number of colorful Spring Festival cultural tours.

(Reporter Yan Xingguang, Yan Xiaobin, Zhao Zhenkai)

　　BEIJING, Beijing, July 28 (Reporter Li Jinlei) China’s economic situation has been stable and improving in the first half of the year. What should China do in the second half of the year? In this regard, the central government has made it clear that it is necessary to adhere to the general tone of striving for progress in stability and focus on six aspects of work, including rectifying financial chaos, stabilizing the real estate market and resolving local debt risks.

　　What do you think of the economic situation in the first half of the year?

　　— — Steady progress, deepening structural adjustment

　　To do a good job in China’s next economic work, we must first accurately judge the current economic situation. The the Political Bureau of the Communist Party of China (CPC) Central Committee meeting held on July 24th held that the economy operated in a reasonable range, the main indicators were better than expected, urban employment increased steadily, fiscal revenue, corporate profits and residents’ income increased rapidly, and quality and efficiency rebounded.

　　"The overall judgment is that the economic situation in the first half of the year was stable and the structural adjustment was deepened." Yang Weimin, deputy director of the Central Financial and Economic Leading Group Office, once again summed up the economic situation in China at the press conference held by the State Council Office on the 27th.

　　Behind these judgments is the support of groups of data. The data shows that GDP in the first half of the year increased by 6.9% year-on-year, an increase of 0.2 percentage points over the same period of the previous year, which is the highest value since the fourth quarter of 2015. There were 7.35 million new jobs in urban and rural areas, an increase of 180,000 over the same period of last year. The overall price level remained stable, and the CPI rose by 1.4% year-on-year, which was the same as that in the first quarter. After deducting the price factor, the per capita disposable income of residents actually increased by 7.3%, which continued to be higher than the economic growth rate.

　　"Looking at the economic situation depends on both the present and the long-term; It depends on both indicators and expectations; We must see both achievements and problems. " Yang Weimin believes that although the economy is stable and improving in the first half of the year, there are still some problems. For example, the problem of poor circulation in the real economy is still serious, and the task of preventing and resolving financial risks is still arduous. The long-term mechanism for the stable and healthy development of the real estate market has not yet been established, and the pressure of rising enterprise costs is also increasing. In addition, the trend differentiation of regions, industries and enterprises is also intensifying to some extent.

　　What’s the keynote for the second half of the year?

　　— — act on the general principle of pursuing progress while ensuring stability

　　Fully affirm the achievements without avoiding the problems. A scientific judgment of China’s economic situation is also the basis for doing a good job in economic work in the second half of the year. In the second half of the year, what is the tone to do?

　　In this regard, the the Political Bureau of the Communist Party of China (CPC) Central Committee meeting set the tone: to do a good job in economic work in the second half of the year, we should adhere to the general tone of striving for progress while maintaining stability, better grasp the relationship between stability and progress, balance, opportunity and degree.

　　How to understand striving for progress while maintaining stability? Yang Weimin believes that stability is the main tone, that is to say, we should strive for progress on the premise of maintaining overall stability. However, striving for progress in stability is not inaction, not strong stability and mechanical stability, but doing something and working hard on the premise of grasping the degree.

　　Yang Weimin also said that it is very important to grasp the balance, the opportunity and the degree while doing something. We should not only prevent blind leaps and bounds, but also prevent timidity and inaction, both to prevent "going too far" and to avoid "not being as good as".

　　How to do it in the second half of the year?

　　— — Focus on six aspects of work.

　　How to carry out economic work in the second half of the year? Yang Weimin said that the central authorities stressed that efforts should be made to do a good job in six aspects in the second half of the year: First, unswervingly deepen the structural reform of the supply side. Second, actively and steadily resolve the accumulated local government debt risks. Third, deepen and solidly rectify financial chaos. Fourth, effectively stabilize the real estate market. Fifth, stabilize foreign investment and private investment. Sixth, attach great importance to the work of people’s livelihood.

　　The reporter noted that "deleveraging" in the supply-side structural reform, local debt, financial chaos, real estate market and investment all involve finance, and "keeping the bottom line of systemic financial risks" was also identified as one of the goals of China’s economic work in the second half of the year.

　　Wang Zhijun, director of the First Economic Bureau of the Central Financial and Economic Leading Group Office, pointed out that both "black swan" and "grey rhinoceros" may impact the bottom line of financial risks. For the hidden risks of "grey rhinoceros", such as shadow banking, real estate bubble, high leverage of state-owned enterprises, local debts, illegal fund-raising and other issues, it is necessary to find out the situation, distinguish the priorities and the degree of influence, highlight the key points, and take effective measures to properly solve them.

　　"In the second half of the year, we should do a good job of deleveraging, because this is the source of risk." Yang Weimin pointed out that the National Financial Work Conference emphasized that deleveraging of state-owned enterprises should be the top priority. If state-owned enterprises deleverage, the leverage of the enterprise sector will definitely decline, and the leverage of the entire national economy will also decline. This is to prevent and control from the source. We can’t let the leverage ratio continue to rise in order to maintain growth.

　　Gao Feng, spokesman of the Ministry of Commerce, mentioned at a regular press conference on the 27th that he would continue to do a good job in preventing foreign investment risks with relevant departments to ensure the healthy, standardized and orderly development of foreign investment. For foreign investment in real estate, hotels, cinemas, entertainment, sports clubs and other fields, it is recommended that relevant enterprises make prudent decisions.

Original title: What is life?

Life: Our colorful journey. Hi, everyone! Today I want to talk to you about the topic of life. As we all know, life is something that each of us must face. It is full of challenges and opportunities, and it is an indispensable part of our life journey.

Let’s look at the living colors. Life is like a colorful picture, with various colors intertwined. It may be golden, because we have experienced a lot of happiness and success in life; It may also be gray, because we sometimes face difficulties and challenges; But more are those colorful colors, which represent our hopes, dreams and pursuits.

How can we keep balance in this journey? The answer is simple: life needs balance. We can’t just focus on success and happiness, nor can we just focus on difficulties and challenges. We need to devote our time and energy to life to enjoy all kinds of beauty. You can spend time with family and friends, participate in favorite sports or activities, try new foods, read favorite books, or learn new skills. These are all good ways to balance life.

Of course, life is not always so easy. We sometimes face challenges and difficulties. At this time, we need to learn to face them. We can grow by asking for help, accepting challenges and overcoming difficulties. These experiences may make us feel painful, but they will also make us stronger and more resilient.

Besides these, we can also enrich our lives by sharing life experiences. Sharing our stories, feelings and experiences with others can make us feel more substantial and meaningful. This can not only help others, but also help us to understand ourselves and others better.

Life is an experience. Everyone’s understanding and experience of life is different. We need to respect and understand other people’s different experiences and lifestyles. At the same time, we also need to keep an open mind, accept new challenges and opportunities, and make life more colorful.

Generally speaking, life is a colorful journey, full of challenges and opportunities. We need to keep balance, face difficulties, share experiences and keep an open mind to enjoy this journey. I hope everyone can find their own happiness and satisfaction in the journey of life.

Editor in charge:

Ferdinand watched the boxing match between Tai Sen Furui and Francis Nagano in Riyadh. He said that football is the first sport, and even if many stars came to watch the match, Cristiano Ronaldo was the focus of the audience.

Rappers Eminem and Kanye and former UFC champion McGregor all came to the scene, but when Cristiano Ronaldo and his girlfriend Georgina appeared at the game, they became the focus of attention.

Rio Ferdinand also watched the game in Riyadh. He talked about the influence of Cristiano Ronaldo: "When he walked into the building and was under the same roof with some of the biggest sports legends of all time, he was the greatest superstar in that building!"

"It’s crazy, anyone will think that there are other sports more important than football? No, I didn’t! Whether it is the NFL or the NBA, I don’t care what game it is. They can’t be compared with football. "

Rio Ferdinand also talked about Ronaldo’s seat at the boxing match: "Where do you think he can sit?" Mohamed ben salman (Saudi Crown Prince) will only sit with the greatest people. Cristiano sits next to him, that’s it. The greatest person sits next to the most important person. This is the best position. "

source/Lianshang.com & Soupu.com

write an article/Wang Ting

Head figure/affiliate gallery

In 2022, the overall consumer market was weak, and the beauty market was not spared.

Statistics from the National Bureau of Statistics show that in December 2022, the total retail sales of cosmetics was 29 billion yuan, down 19.3% year-on-year; In the whole year of 2022, the total retail sales of cosmetics was 393.6 billion yuan, down 4.5% year-on-year, showing negative growth for the first time since 2017.

2022 is also a year when beauty brands shrink. Enterprise survey data show that last year, a total of 746,000 cosmetic-related enterprises in China cancelled/revoked, and many well-known beauty brands reported the news of closing down or shrinking their business.

According to the incomplete statistics of Lianshang. com, at least 31 beauty brands in the domestic market adjusted their business layout in 2022, which was 24% higher than that in 2021 (25 brands), including foreign beauty brands such as Maybelline, h2o+ Shuizhiao, Zaruiji and Bomei, which have entered the China market for more than 20 years, and emerging domestic brands such as EqualRXN and Yan Xiaosheng, which have not developed for more than 2 years.

It is worth noting that in 2022, a total of 13 beauty brands made it clear that they would shut down or withdraw from the China market, and 3 brands were suspected to bid farewell.

More than half of the beauty brands officially delisted are domestic brands, and the longest survival time is 5 years, and the shortest is only 1 year.

Among them, the domestic makeup brand CROXX founded by beauty blogger Dong Zichu was officially shut down in May last year; Focus on the domestic makeup brands Rain Series and YES that stopped operating in August! IC is in the clearance stage; The other two skin care brands, Fangji AFRELLA and Henghua EqualRXN, founded by domestic professionals, also said in September and December that they would leave the market temporarily due to comprehensive reasons such as environmental changes and operation management.

At the same time, many overseas brands have announced their withdrawal from the domestic market for various reasons.

Shuizhiao, a well-known skin care brand that has been operating in China for nearly 20 years, also announced the dissolution and liquidation due to poor performance and weak growth, which is expected to be completed in 2023; Deciem, a Canadian innovative beauty company controlled by Estee Lauder Group, also shut down its four non-core business brands in April last year. In addition, the French minority fragrance brand FOLAMOE stopped operating for the second time within 19 months after its arrival in China due to the epidemic situation, and finally made it clear in August last year that it would formally withdraw from the domestic market.

In addition, Blanc Shengquan, Snowberry and Huda Beauty have all shut down official channels such as flagship stores of e-commerce platforms and are suspected of withdrawing from the domestic market.

These disappearing beauty brands not only confirm the decline of the beauty industry in 2022, but also reflect the trend of market renewal iteration to some extent.

01

Online celebrity’s beauty cosmetics are hard to grow red

Hot beauty cosmetics attract a group of celebrities to enter. Many beauty brands that have emerged with traffic dividends have emerged and disappeared. In 2022, there were 6 online celebrity beauty brands bidding farewell to the market, including 4 domestic brands and 2 overseas brands.

Yu Ji, a beauty brand founded by domestic beauty blogger Yu Ge in 2018, previously announced the closure of clearance. In January last year, two nail polish products sold well by the brand were found to contain excessive second-class carcinogens. Because the brand did not report it, it did not recall the handling methods of the products, which triggered a strong crisis of confidence. Although the brand has deliberately emphasized that the closure of the brand is not directly related to the incident, it is still crowded with dissatisfied consumers under the post of its clearance announcement.

In addition, Dong Zichu, who is known as "the first male beauty blogger in bilibili", officially shut down his makeup brand CROXX；, which has been in operation for five years, in May last year; The brands Fangji AFRELLA and Henghua EqualRXN, both founded by domestic beauty celebrities, also announced the suspension of brand business at the end of the year because they did not adapt to the changes in the market environment in time.

Strike while the iron is hot. In the fierce market competition, beauty brands who started with celebrity effect may be able to achieve short-term success with the help of the east wind of traffic. However, due to changes in the market environment, insufficient internal driving force of brands and many other reasons, they eventually fell into a development bottleneck, or stopped their pace, or left the market in liquidation. For online celebrity Beauty, which got a flow bonus in the early stage, although it was easy to start, it is still difficult to become popular without finding the right positioning, polishing the products carefully and controlling the basic product quality.

In addition to domestic products, foreign online celebrity beauty brands have also suffered from waterloo in the domestic market. URIID Yuri Duo, a skin care brand founded by Korean artist sung yuri, has always received a mediocre response since it entered the China market. The total number of fans of Weibo and Xiaohongshu that can be found is less than 14,000, and it quietly left after only a few months in China.

In addition, the overseas flagship store of Huda Beauty Tmall, a well-known online celebrity beauty brand from Dubai, also removed all its products in October last year, and announced that it had entered the stage of store closure.

It is understood that the brand was founded by Huda Kattan, a world-renowned beauty blogger with tens of millions of fans, and her sister in 2013. During 2020-2022, it was strongly pressed by well-known brands such as MAC and The Body Shop, and was rated as the most popular beauty brand in global social media by overseas beauty data platform Cosmetify. The closed Tmall overseas flagship store is its only official channel in China, and its counters in DFA duty-free shops in Macau will also be evacuated due to performance.

Source /Huda Beauty official website

In addition to Huda Beauty and URIID Yuri Flower, in recent years, there are many online celebrity beauty brands that have entered the China market tepidly or failed.

Among them, Jeffree Star Cosmetics founded by J, a well-known overseas beauty blogger, KKW Fragrance founded by Kardashian, a socialite, and many other star brands that have attracted much attention overseas. The fundamental reason is that they lack localized operation for the domestic market and fail to grasp the characteristics of China’s consumer market and make long-term investment in marketing and services.

"Bessie" victoria beckham once said publicly: "Now, without a solid China market, you can’t become a successful international brand." However, even with such awareness, Victoria Beckham Beauty, the beauty brand it founded, lost its reputation in China in just one year.

For overseas beauty brands, if they want to harvest "leek" only by their own popularity, it will be a pipe dream. How to build long-term brand competitiveness will become a key link if they want to develop continuously in the China market.

02

Foreign beauty cosmetics have fallen one after another.

The back waves of the Yangtze River beat the front waves. With the rise of domestic beauty cosmetics, the absolute advantage of foreign beauty cosmetics in the domestic cosmetics market has begun to collapse.

In 2022, a total of 21 foreign brands announced the closure or adjustment of their business strategies. The most adjusted brands are from the United States, and a total of six companies have announced strategic adjustments or entered liquidation; The number of adjustments of Korean and French brands tied for second place, each with 5 brands; Then there is Canada, which shut down four companies.

According to the beauty sales list disclosed by double 11 over the years, it can be seen that in recent years, the ranking of domestic brands has climbed, and Japanese and Korean beauty cosmetics are gradually fading out. Although the high-end product lines of major foreign cosmetic groups still have the upper hand in the market competition, the defeat of many established Volkswagen cosmetics in China also proves that the domestic cosmetic market is accelerating.

In July last year, the old beauty brand Maybelline, which once shouted the slogan "Let every woman in China have at least one Maybelline product", closed all offline stores one after another, leaving only Watson’s counter, and all other sales channels were transferred to online. Before this contraction, this brand, which has a history of 24 years in China market, also actively sought change. In the year before last, it carried out the strategic transformation of the experience store with online and offline interaction, but after all, it did not restrain the decline and gradually retreated.

Source/Maybelline official website

Japanese cosmetics group Pola Orbis also announced in April last year that its skin care brand Shuizhiao, which has entered the China market for 20 years, will soon stop operating and complete its dissolution and liquidation in 2023. According to the financial report, the dissolution of Shuizhiao business is expected to bring a loss of 182 million yen to Pola Orbis. The official website homepage of Shuizhi ‘ao also published the announcement that it is about to stop operation. The announcement reads: "After more than 30 years of innovative research and development, we have made a difficult decision to officially shut down the brand at the end of the year." At present, official website no longer accepts orders, but consumers can still go to Amazon to buy products.

In addition, Shiseido also sold its cheap beauty brands Za Jirui and Bomei, which have been operating in China for more than 20 years, in March last year. Revlon, an old makeup brand, also filed for bankruptcy protection again in June because she was overwhelmed. ……

03

It is difficult to enjoy the cool under a big tree.

In the overall downward environment of the beauty market, large groups have not been quiet for years, and have made corresponding business adjustments one after another, or divested some businesses in a planned way, or shut down their poor-performing brands.

According to the incomplete statistics of Lianshang. com, in 2022, at least seven large enterprises in the beauty field closed down or scaled down their brands, and more than 17 brands such as TooFaced, HERA Heyan, Blanc Shengquan and Chaling successively became "abandoned children".

Among them, Estee Lauder has the most adjustments, involving six brands including Glamour and Too Faced. Followed by Amore Pacific, which contracted the operating channels of its three brands in China; Furthermore, L ‘Oré al Paris, LVMH, Shiseido, etc. have all adjusted their two brands.

According to MGI data and McKinsey’s survey of more than 6,700 consumers in China, the middle class in China will further grow and the high-end consumption momentum will continue in the future. It is a trend to concentrate resources to consolidate and expand the high-end market, and optimizing the brand portfolio continues to be the adjustment strategy of beauty giants.

As a part of structural optimization, Deciem, a Canadian innovative beauty company controlled by Estee Lauder, shut down its non-core business brands such as HIF, Hylamide and Abnomal at one time last year. Too Faced and online celebrity Mask Grammy also closed their Tmall flagship stores due to poor performance, and were sent out of the China market.

Break your wrist and increase your weight. In June last year, two high She Xiang brands under Estee Lauder, KILIAN Quellien and FREDERIC MALLE Fumar Perfume Publishing House, opened their first stores in China. Aveda, a high-end hair care brand, was introduced into China market; The first store of high-end perfume brand Le Labo also landed in Shanghai in November.

According to statistics, Estee Lauder, which is keen to expand its market through "Buy in buy buy", has owned 28 high-end beauty brands after it bought Tom Ford for nearly 20 billion yuan last year, covering four fields: skin care, make-up, perfume and hair care. Among them, except for six brands such as Estee Lauder, Clinique and Yuemu Zhiyuan, all the other 22 brands are acquisition or investment brands.

In contrast, Shiseido is constantly slimming down. It is understood that Shiseido has been restructuring and optimizing its brand structure in recent years, gradually focusing on the business structure with skin care as the core.

Since 2021, it has successively sold 15 brands including Za Jirui and Bomei. It is reported that from 2016 to 2022, Shiseido introduced nine brands in China. Except for WASO, which has been shut down in the Japanese market, and Anjixinyu, which was promoted in cooperation with Watsons, the other seven brands are all high-end positioning, covering cosmetics, perfumes, beauty instruments, high-end skin care and other fields.

Coincidentally. In the first three quarters of 2022, the net profit of revenue dropped by 40% in the China market. Amore Pacific also explained that it was mainly affected by the reorganization of offline channels of major brands and the slowdown of cosmetics consumption. "In the future, in the China market, the Group will focus on the mid-to-high-end and online fields." In November last year, the official WeChat of Amore Pacific announced that it would accelerate the introduction of new products through Tmall international cooperation.

In addition, based on the resilience of high-end brands during the epidemic, L ‘Oré al Paris has said that it will introduce new products with higher prices while controlling the cost of mass brands. On the one hand, it adjusted the business strategies of its brands Blanc Shengquan and Maybelline; On the other hand, in August last year, Carita CARIDAE, a luxury cinema brand, was officially introduced to the China market, and in September, it announced the acquisition of Skinbetter Science, a high-end cinema brand, and it was included in its active health cosmetics division, and the beauty business of Prada, a luxury brand, was officially launched.

Source /Prada Prada perfume beauty official Weibo

Beauty giants’ ambition to point to the high-end market is obvious. Under the continuous brand optimization and adjustment, the competition of high-end beauty will be further intensified.

Write it at the end

The disappearance or contraction of many beauty brands is regrettable, but not all the bad news comes from the market.According to the incomplete statistics of Lianshang. com, in 2022, there were 23 first beauty shops in China, among which 14 foreign brands entered China for the first time, keeping a relative balance with the number of overseas brands that withdrew from the China market.

According to enterprise survey data, in 2022, there were 14.829 million new domestic wholesale and retail enterprises, including 3.642 million new cosmetics-related enterprises, accounting for 24.6%, a year-on-year decrease of 17.1%. Although the growth rate has slowed down, there are still a large number of enterprises rushing into the market.

Judging from the published sales data, the high-end business of international beauty brands in the China market still dominates; Polaiya, Winona, Perfect Diary, Hua Xizi and other domestic beauty brands that mark the low-end market are in hot pursuit; Homogeneous competition brought about by the emergence of more brands is inevitable, and the future beauty market will present an increasingly fierce competition pattern.

However, it is worth noting that the enthusiasm of the domestic capital market for beauty cosmetics is cooling down. According to the incomplete statistics of Lianshang. com, in 2022, there were 52 financing incidents in domestic beauty track, with a total financing amount of about 486 million yuan and a single financing amount of about 87 million yuan. According to CVSource investment data, in 2019, the average single financing amount of domestic beauty products can reach 337 million yuan.It can be seen that under the fierce market competition, it is increasingly difficult for domestic emerging brands to obtain capital recognition.

With the increasing number of brands entering the market, the dispute over the channel and flow of beauty cosmetics will be further intensified. Finding the correct market positioning and constantly cultivating internal strength will become the key elements for the survival and development of existing brands.

Statistics of beauty brand adjustment in 2022

As the most popular game type on the market at present, in 2022, RPG fans played many excellent works such as Eldon’s Ring and Horizon: The Desperate West. At the end of the year, foreign media Gamerant recently selected the top ten RPG works in 2022. In addition to the above two works, The Lost Ark and The Legend of Pocahontas: Arzeus were also selected for this list.

Echo of chains

On the stage of the fantasy world of Varlandis, players will travel through various landscapes, from the weathered plateaus and exotic islands to the sunken cities and forgotten dungeons for adventure. Sword and magic combined with mechanical fighting are the characteristics of this work.

Eldon’s Ring of Law

The Elden Ring is an action RPG game based on the orthodox dark fantasy world. Go into the vast scene and underground maze to explore the unknown, challenge the difficult dangers and enjoy the sense of accomplishment when overcoming difficulties. Not only that, but also the group drama composed of the interests of the roles on the stage is not to be missed.

The flame coat of arms is unparalleled: romantic.

The flame coat of arms is unparalleled: romantic, romantic and snowy, which was jointly developed by Omega Force and Team Ninja and released by Glorious Tekumo Games. The story background is the same as that of the flame coat of arms: romantic and snowy, and the three heroes are separated from each other. This book inherits the romantic world outlook and role, but the direction of the story may have a new development that has never been seen before.

Horizon: Desperate West

In Horizon: The Despair of the West, eloy, a robot hunter, goes to the West to investigate a deadly mysterious disease. In the unknown danger of the west, she will meet strange new tribes and more deadly machines. Accompanied by old faces and new friends, she has to explore this new territory bravely and find out the answers needed to save life on earth.

The lost ark

The Lost Ark is a free MMO-ARPG game made by unreal engine 3. Players will embark on an adventure in a vast and dynamic world. You can explore new continents, find lost treasures, and challenge yourself in fierce and thrilling battles.

Marvel Comics’s Son of the Night

Children of the Night in Marvel Comics is set in the dark side of the Marvel universe. Players will fight against evil supernatural forces. Heroes need to unite and form a team to survive in the dark world. They are the last line of defense of the earth, and they need to stop Lilith, the mother of the devil, from fulfilling her evil prophecy. Together, they summoned the ancient warrior hunter, Lilith’s abandoned son and the only hero who ever defeated her.

The Legend of Pocahontas: Arzeus

The adventure stage of The Legend of Pockmarked Dream: Arzeus is a "Xicui Area" featuring vast natural landscapes. It was in ancient times before there were concepts such as Pockmarked Dream Trainer or Pockmarked Dream Alliance, and this place will eventually be called "Shenao Area". The purpose of the protagonist’s adventure is to make the first treasure and dream picture book in this area.

The rise of steel

The Rise of Steel is an action role-playing game with the French Revolution as the background. In 1789, Paris, the city was shrouded in a haze of fear. Louis XVI led his cold-blooded mechanical army to suppress the Great Revolution. As a miracle of mechanical engineering, Egeus shouldered the important responsibility of resisting the ingenious robot army under the king and changing the historical process.

Triangle strategy

The story of "Triangle Strategy" will revolve around the conflict between salt and iron in three countries. The story stage is the war-torn mainland of Nozelia, and players are forced to make difficult decisions. Various choices and actions in the game will accumulate "beliefs" based on the three values of utility, morality and freedom, thus affecting the plot direction and the participation of comrades. Where will your justice lead?

Blade of otherness 3

The story of Blade 3 tells the story of six young girls who belong to two hostile countries, Corvis and Agnus, and is about to start a life-oriented story. The stage of the story, Ionion, has a magnificent natural environment, huge protozoa, and a giant mobile weapon, Iron Giant God, which is used as an army stronghold.