新上海sh419

Special feature of 1905 film network The National Day holiday has passed, and the film National Day file also ends with the holiday. This year’s National Day movies are crowded and lively, and their popularity continues to this day, and the box office performance is very excellent. Up to now, the box office in October has exceeded 5.4 billion.

In addition to the box office results, during the holiday, there were nearly 200 topics related to the National Day file, and netizens actively participated in the discussion of the National Day file. Among them, there are more than 100 hot searches, and the content of the film, the main creation and the real history have become the focus of everyone’s attention. This program invited Zhang Jinfeng, deputy editor-in-chief of China Film News, to review this year’s National Day movies through Weibo Hot Search.

During the National Day period, various Weibo hot searches related to movies were born, which made the audience see the fiery scene of China film market again, representing that the film returned to the audience’s field of vision. What makes this grand occasion come true is the charm of the National Day movie itself. Zhang Jinfeng said: "Looking back at this year’s National Day file, although I also guessed some hot searches, I feel that I didn’t guess it myself, but the strength of the film itself led the audience into the cinema. Taking two films as the core, a number of hot searches have emerged, which are actually the charm of the films themselves. It has attracted the love and recognition of the audience, and at the same time it has caused them to think a lot. "

Source: Movie Changjin Lake Weibo

In the previous program, Zhang Jinfeng predicted the hot search that the National Day file might be born, and many of them were successfully guessed. However, there was a hot search that surprised and excited him. The hot search topic was "What is the inverse decline of the box office", which mainly described the special phenomenon that the box office in The Battle at Lake Changjin rose instead of falling after the premiere.

According to the usual market rules, The Battle at Lake Changjin, which was released on September 30th, will get the highest single-day box office on October 1st, the first rest day after the release, but in fact, The Battle at Lake Changjin "fell" for six consecutive days, that is, it continued to rise, which is unprecedented before.

Source: Time Weekly Weibo

As for why the "reverse decline" is emphasized, Zhang Jinfeng explained: "With the golden schedule, the daily box office decline is a normal market law. For example, an ordinary film is shown on Friday, because Friday is a working day, so it is generally welcomed on Saturday, which has the highest box office on a single day. Sunday is less than Saturday. However, if a film is getting higher and higher every day, and it is a large-scale head film, if the leader is getting higher and higher every day, it is undoubtedly beyond the market rules in the market. The Battle at Lake Changjin’s popularity is entirely based on its own strength to create a miracle that violates the laws of the market. You can’t see the significance of’ going up’, but if you go down, you can feel the strong market penetration and wide audience influence of this film. "

In addition to the hot discussion about The Battle at Lake Changjin’s box office results, the performance of the film’s main creation has also been frequently searched. Including the performances in the film and others. Zhang Jinfeng affirmed their performances: "Jackson Yee well showed the growth process of ordinary soldiers from immaturity to becoming qualified or even excellent volunteer soldiers. I think he went to a higher level through this film. Hu Jun made the image of tripterygium wilfordii unforgettable, especially at the moment of final sacrifice. In addition, this sven role is also very well shaped. "

In addition, a hot search in The Battle at Lake Changjin touched many people deeply, saying that "girls go home to taste frozen potatoes after watching Changjin Lake". The background of this hot search is a girl in Yunnan. After watching the story of The Battle at Lake Changjin volunteers eating frozen potatoes, in order to experience the hardships of the volunteers, she found frozen potatoes to try. After eating one bite, she realized that the happy life is hard-won, and it is the struggle of the volunteers.

These hot searches reflect The Battle at Lake Changjin’s social influence, and it has achieved "breaking the circle", allowing more viewers to pay attention to more real details of the history of the War to Resist US Aggression and Aid Korea. Some hot searches, such as "the soldiers in the battle of Changjin Lake were frostbitten and amputated but no one cried", aroused the audience’s inner reverence for the volunteers.

In addition to The Battle at Lake Changjin, there are other films that have also entered the hot search, including those that are relatively stable, and their hot search focuses on four directors. Zhang Jinfeng thinks: "The Battle at Lake Changjin is so powerful that it obscures some light of Me and My Father. Me and My Father is a very balanced film with very high overall quality."

Other National Day films, such as youth films starring newcomers and some parent-child movies, have relatively few opportunities to get on the hot search. There was a hot search about word-of-mouth in "Five Boys Drowning in the Water", but unfortunately it didn’t ferment.

Zhang Jinfeng is optimistic about this: "I believe that there will be a long tail effect behind the climax of the National Day market, and films will receive their own ideal box office. I think that China movies or National Day files are not only satisfied with hot search, but China filmmakers can find the attention and concerns of the audience through various hot searches and constantly calibrate their creative direction. "

Weibo Hot Search reflects the prosperity of China film market from one aspect. Hot search is not only a platform for the audience to discuss, but also a window for China filmmakers to observe the audience’s preferences. Through hot search, filmmakers adjust their creative mentality, and constantly introduce more masterpieces to keep China films at the forefront of hot search forever.

Today’s film reviewDirector observation

Before, I was worried that the National Day Preview program was exaggerated, but I didn’t expect that The Battle at Lake Changjin’s excellent performance completely exceeded everyone’s expectations, and it really brought the film back to the focus of everyone’s discussion after dinner. Four years have passed since "Wolf Warriors II" occupied the top spot in the domestic movie box office, and I hope it can really change hands this time. I also hope that the remaining two months of this year can make better achievements through the momentum of the National Day file. Go! (Ma Hongyu, director of Today’s Film Review.)

Physical appearance is very important for a person, but temperament is also very important. Even if the appearance is ordinary, the figure is average, but the temperament is outstanding, it can stand out among ordinary people.

For girls with ordinary figure and average appearance, it will be a way to upgrade their beauty by improving their temperament, and it will be easier to achieve. So let’s introduce how to improve temperament and how to become a temperament beauty.

First, accessories are very important, embellishing fashion

Matching is not only the "matching" of clothing, but also the "matching" of accessories, which are the finishing touch, but also a good helper to enhance temperament.

For example, the straw hat, a single product with common materials and styles, can be a sense of atmosphere because of the exquisite collocation of accessories.

In the collocation of many dresses and atmosphere, straw hats provide a temperament improvement and a sense of exquisiteness. At the same time, there are some exquisite accessories, which can also be a plus item for exquisiteness.

How can an ordinary T-shirt wear a different feeling from others? In fact, the main reason lies in accessories.

Therefore, if you want to stand out in daily life, increase the sense of exquisiteness and temperament, then accessories are a very important item.

As big as shoes and bags, as small as earrings and bracelets, it is the theme of exquisite temperament collocation, so if you think the collocation is too common, then it is better to try to start with accessories, which is simple and easy to learn, without wasting money, and the student party can easily own it.

Second, it is very important to cover up when you are out of the street.

Many times you don’t really need to show your face, such as going to the library, going to the supermarket, going to the park and so on. Especially on the university campus, you really don’t need to show your face.

So,Mask+hatThe collocation mode has been opened, and another plus item of fashion sense comes from it. In fact, we can find that wearing a mask and a hat is not a beauty, but can also pretend to be a beauty.

Because hats and masks cover most of our faces, we only need clothes to create an atmosphere. Especially in autumn and winter, there is no need to show skin color, so it is more suitable for "obscure"collocation scheme.

So at this time, as long as these two parts are covered, then we only need to work hard on clothing. Here we will focus on the version and learn to wear the style by taking advantage of the body.

For example, oversize wind is more suitable for bony salt girls, and it is more sensible to wear. For another example, fat mm is actually more suitable for a relatively slim dress, and it is really important to have a waistline.

Even we can choose a style that suits us according to a certain part of ourselves. For example, short legs can try Japanese girlish style, and short skirts are particularly high. For example, you can try French retro style with narrow shoulders, and there is always a style that suits you.

Third, color matching is very important to get rid of the feeling of passers-by

In fact, color is a very important factor affecting the senses. Clothes need to have "color" in addition to "shape". Choosing the right color can easily get rid of the feeling of passers-by.

For example, a simple black-and-white match, then we can make it interesting by contrasting colors, so that a simple and low-key match will look richer.

But the color is not forced to add, the simplest way to match is:Basic color+popular color.

The first kind, such as beige+red, the warm red collocation brings "passion" and gets rid of rigidity.

The second kind, such as black+green, the green of floral design is like a new bud in spring, lively and fresh, and literary fashion.

And these colors that we ignore are actually an important factor to enhance the sense of collocation fashion. And the sense of fashion is closely related to temperament, so the overall color coordination, then temperament will naturally improve a lot.

Therefore, when you appreciate some fashionable paintings and go shopping, you can pay attention to the matching colors that make your eyes shine, which may bring you a lot of happiness.

Disclaimer: passion fruit editor, the text is ingenious and original, and the picture comes from the network. If there is any infringement, please contact us to delete it. Thank you!

Liang Junqi and Ma Doucheng

Football originated in China. During the Spring and Autumn Period and the Warring States Period, "Cuju" or "Collapse Ju" appeared. The earliest statement can be found in Qi Ce, the Warring States Policy: "Being rich is very blessed and real …… it collapses". In the Han Dynasty, cuju got a greater development due to the prosperity of social economy, which was almost empty, and cuju became the main sports activity of the court. Modern football originated in Scotland, and since it was introduced to China at the end of 19th century, it has been widely welcomed by Chinese people with its unique charm. Li Huitang, a player who was active in modern China football, was once rated as one of the "top five ball kings in the world" by an authoritative magazine in the Federal Republic of Germany. However, as football has become one of the most popular sports in China, the development of football in China has been ill-fated and has failed to live up to the support and love of Chinese people. Exploring the development history of football in China and putting forward targeted opinions and suggestions have certain reference significance for promoting the development of football in China.

1. Shanghai has become the birthplace of modern football in China.

When it comes to modern football in China, we can’t help but mention Shanghai. As the earliest gateway city to open concession in modern China, Shanghai was inhabited by westerners, with numerous church organizations, and was deeply influenced by the west in all aspects of social life. Therefore, it became one of the main windows for modern China to introduce western things, including sports, and was once known as "the cradle of China football" and "the important football town in the Far East", just after Hongkong. It can be said that Shanghai is the birthplace of modern football in China and the cradle of the development of modern football in China.

In 1848, when the Cambridge Rules, the first written rule of football, was born, Shanghai, known as the "ten-mile foreign field", was also influenced by missionary schools, which opened a new era of modern competitive sports in China. In November 1867, Shanghai Westerners established a football association, also called a football club, and formulated some football rules. Later, according to their respective units, they gradually split into different teams, such as navy football club, police football club and so on. However, Shanghai Football Club still undertakes the responsibility of leading and organizing all the western football clubs in Shanghai. At the end of 19th century, football was included in the teaching content of Westernization schools and missionary schools.

In 1895, St. John’s College established the first all-face of china football team in Shanghai. Although I dare not say that this is the first football team in China, it is also one of the early modern football teams in China, and it is known as the "St. John’s Braid Army". Shortly thereafter, Shanghai Nanyang College also set up its own football team. In 1902, the two schools imitated the football team competition between Oxford and Cambridge, and began to hold a series of competitions that could be recorded in the history of China. As a result, football became a popular sport in various famous universities in Shanghai at that time, and even major middle schools such as the famous Xuhui College became "trendsetters" in this "new sport".

In 1902, the Shanghai Football Association was founded (referred to as "Western Union") and began to hold the Scooter Cup. As the most influential football match in Shanghai that year, participants in the Scooter Cup are not allowed to have China teams or face of china. To this end, Shanghai students and the people jointly established the East China Inter-school Football League, in which soccer teams from eight schools participated. In order to fight against the Western Union, the All-China Sports Association was established in 1924, with Zhang Boling as the chairman and Wang Zhengting as the honorary president. In the same year, the Chinese Football Federation was established in Shanghai, which was a milestone in the development of modern Chinese football. Since then, with the holding of the national sports meeting and the national sub-regional football match, it indicates that football has gained extensive attention and gradually spread throughout the country.

Second, modern football in China went from glory to decline.

Football is an emotional sustenance and a historical inheritance. A philosopher once said: There are only two common languages of human beings, one is music and the other is football! As the "world’s first sport", football is very popular all over the world. Especially in some European and American countries, the level of football is relatively high, and the development of football and football industry is relatively mature. But little known is that the popularity of football in modern China is not inferior to that of today, and it represents the highest level in Asia at that time.

On the history of modern football development in China, Li Huitang is an unavoidable figure. In 1922, at the age of 17, Li Huitang was selected as the main striker of South China Team, the most famous football team in Hong Kong. In 1925, Li Huitang was invited to Shanghai to prepare for the Shanghai Lehua Football Team. In 1927, he led the team to win three championships, namely, the first-class tournament held by the Western Federation and the first-class tournament held by the Chinese Football Federation. Although they didn’t win the Scooter Cup, Li Huitang and Lehua football have already become the symbols of China football. In the 1920s, there was a saying in China: "It’s up to Mei Lanfang to watch the play and Li Huitang to watch the ball." In old China, it is really extraordinary that a football star can be compared with the name of Mei Lanfang, a master of Peking Opera. He won the title of "Asian Ball King" with tenacious struggle and superb skills. In 1976, an authoritative football magazine in the Federal Republic of Germany organized a selection campaign, and Li Huitang was named "the top five soccer kings in the world" along with Brazil Pele, England Matthews, Spain Stifano and Hungarian Serbs.

In 1924, the Football Association of the Republic of China was established, and China football was truly systematized and institutionalized. For the first time, a regular team representing the country’s foreign wars appeared. In 1924, it was also regarded as the founding year by the national football team, marking the beginning of football in China and becoming a standardized competition in China. Joining FIFA in 1931 also confirmed the recognition of China football by the international community. At that time, China football began to enter the "golden age" of strong development in Asia. Together with Li Huitang, the first groundbreaking pioneers emerged. From 1915 to 1934, China won nine consecutive championships in the Far East Games, and was shortlisted for the Olympic Games twice in 1936 and 1948. At this time, China football is a well-deserved overlord in Asia. Later, due to political and other reasons, there was a vacuum in the whole world football, and China football was no exception.

After the founding of New China, the China Football Association was established in 1955. After failing to hit the 1958 World Cup finals, it withdrew from FIFA. Then came the ten-year Cultural Revolution, when football was banned. After the reform and opening up, he rejoined FIFA in 1979. Since then, China failed in the 1982 World Cup finals. This is the first time that China’s football has been closed for a long time, and it has hit the World Cup qualifying right since it returned to FIFA. In essence, it is the beginning of the modern history of China’s football. Since 1976, China team has participated in the Asian Cup for nine times in a row, and reached the finals twice in 1984 and 2004, but both of them came back with a grudge. Their debut in the first World Cup was the 2002 World Cup in Korea and Japan, but they lost all three games and conceded 9 goals without scoring a goal.

1992 was the first year of football professionalization in China. The "Hongshankou Conference" held in June, 1992 was hailed as the Zunyi Conference of China Football. The conference decided to take professionalization as the breakthrough of football reform, and it was also supported by national leaders. In 1994, the first League A began, and China Football Year officially entered the professional road. After the end of the 2003 season, League A and League B were transformed into the first-class football leagues in chinese super league and China. Entering the 2002 China-Japan World Cup finals was the heyday of Japanese football. Since then, the achievements of the "National Brand" team have been lackluster, but Evergrande Football Club won the AFC Champions League twice in 2013 and 2015 respectively, saving some face for China football.

Revitalizing and developing football is the ardent expectation of the whole country, which is related to the physical and mental health of the masses and the cultivation of excellent culture, and is of great positive significance for building a sports power, promoting economic and social development and realizing the great rejuvenation of the Chinese nation. On March 16th, 2015, the highly anticipated Overall Plan for Football Reform and Development in China (hereinafter referred to as the Plan) was officially announced. As a programmatic document of China’s football reform and development, there are 50 reform measures in the plan, which can be called the most important reform in the history of new China football in terms of content and scale. It also means that China’s football reform has entered a "deep water area", and the future reform road has attracted more attention. In April 2016, the Medium-and Long-term Development Plan of China Football (2016-2050) (hereinafter referred to as the Plan) was issued. The plan is divided into three periods: short-term, medium-term and long-term. In the near future, it is necessary to achieve the development goal of ensuring basic, strengthening grassroots and laying a foundation; In the medium term, it will achieve the development goal that China football is more dynamic, more energetic and more influential, and ranks among the top teams in the world; In the long run, it is necessary to achieve the goal of being a first-class football power, and China’s football will achieve all-round development.

If the Plan is the "program" of football reform and development in China and the Plan is the "goal" of football reform and development in China, the future development of football in China will usher in a clearer timetable and a clearer road map.

Third, it is a long way to go to realize the revitalization of football in China

Since China football has been concerned by the public, tragedy and tragedy have become synonymous with them. China men’s soccer team took part in international competitions and capsized several times at the last minute, and performed a series of "black three minutes", which seemed to be an insurmountable psychological barrier for the China team. "5.19 tragedy", "Irbid tragedy", "Golden State tragedy", Yangcheng tragedy, borhani’s humiliation, World Cup tragedy … have impacted the fragile hearts of China fans again and again. "If you are not happy, just watch the national football game!" "If you want to be in a bad mood, go and see the Super League!" ….. netizens commented like this.

Of the three big balls, only football was invented by China. At present, China men’s soccer team can only be regarded as a third-rate team in the world and a second-rate team in Asia. China is the birthplace of football, and now China’s backward football achievements and status are not commensurate with the status of the birthplace of football and China’s status as a big country in the world. Popularize football on a large scale, greatly improve the level of football, and make China a world football power, so as to match the historical and realistic status of this birthplace.

一是加强青训体系建设。良好的青训体系是足球人才的最根本的来源。在欧洲乃至世界足坛，几乎每一家球队都非常看重自家的青训营，比如巴萨拉玛西亚青训营、阿贾克斯青训营、曼彻斯特联青训营、拜仁慕尼黑青训营等，培养和出产了大批享誉世界的足坛巨星。曾经，支撑着中国足球的是举国体制的培养训练模式，为中国足球输送了不少人才。但2004年之后，足协把青训的任务交给了市场，原有青训体系崩塌，多年来青训的进展发展缓慢，甚至原地踏步，甚至不断倒退。实现中国足球腾飞的梦想，就要牢记习近平总书记对校园足球及中国足球发展的殷切希望，牢记立德树人、全面发展的核心目标，进一步完善校园足球制度体系和治理体系，探索和建立一个符合我国国情和特色的青训体系，为中国足球的腾飞壮骨强筋、固本培元。

The second is to popularize football for all. At present, there are less than 7,000 young players registered by China Football Association, accounting for 1.4% and 1% of Japanese 600,000 and Spanish 620,000 respectively. There are 8,000 registered professional players, and the quarterly shortage of football population seriously affects the development of football in China. Popularizing football by the whole people and increasing the football population base will naturally increase the number of outstanding players. It is necessary to actively integrate into the top-level design, conscientiously implement the requirements of the "Program" and "Planning", and provide strong support for vigorously popularizing social football. It is necessary to increase financial input, extensively carry out mass amateur football leagues, and drive social football events to go deep into the masses. It is necessary to promote the construction of venues, improve the utilization rate of campus football fields, further improve the hardware facilities of football venues, and provide a strong guarantee for the extensive development of social football. It is necessary to solve the defects in the management system, solve the problem of backward system and mechanism, separate management from office, de-administer, and overcome the tendency of "pseudo-professionalism".

Third, we must strengthen the construction of the league. By other’s faults, wise men correct their own. The experience of European and American football powers tells us that high-level leagues are the only way for football development. League is the foundation of football development in China. Players of our national team are selected, improved and grown in the league. The progress of the national team cannot be separated from the healthy development of the league, which is the basis for the survival and development of the national team. League standards should be in line with international standards, adhere to openness and innovation, and constantly absorb and learn from international advanced experience to transform and upgrade the league level. League organization should be more scientific, and club construction should be more standardized and healthier. It is necessary to increase the construction of professional league culture and professional ethics, improve the all-round and three-dimensional supervision system of the football industry, and resolutely prevent the recurrence of problems such as "fake gambling". It is necessary to adhere to the principle of "football starts with dolls", promote the development of youth training from "quantity" to "quality", effectively improve the club’s own hematopoietic function, realize a virtuous circle and long-term sustainable development, and train and transport outstanding talents for the national team. It is necessary to enhance the awareness of the overall situation, jointly build a national team that can recruit good fighters and have a good style of work, and strive to achieve results that satisfy the broad masses of the people.

(Liang Qiqi, School of History, Qingdao University; Professor Ma Doucheng, School of History, Qingdao University)

Zhongxin Jingwei, October 20th (Sun Qingyang) Recently, iResearch released the "2023 Online Marketing Monitoring Report of Beauty and Household Chemicals Industry" (hereinafter referred to as the "Report"), and authorized Zhongxin Jingwei Research Institute to release it. The report shows that from January to August 2023, the investment in online advertising in the whole industry declined to some extent, but household cleaning products rose against the trend, showing a good development trend.

From January to August, the online advertising market in the beauty and daily chemical industry was under pressure, only 74.1% of the same period in 2021, and the investment index was 3.86 billion yuan, down 9.8% year-on-year, lower than the overall average level of all industries; Among them, the beauty and skin care category and personal bathroom category were not as good as the same period in 2022, but the household cleaning category rose by 12.1% against the trend, and the investment index reached 650 million yuan. Video websites and video patch advertisements are still the most preferred media and advertising forms for brands in the industry. The advertising budget of brands is mostly concentrated in key periods such as festivals and e-commerce promotion, with promoting product sales as the ultimate orientation of advertising effect.

In the report, the advertising of beauty, skin care and personal bathroom was not as good as that of the same period in 2022, while the investment index of household cleaning products reached 650 million yuan, up by 12.1%. The increase in investment in household cleaning products may be related to the increase in people’s attention to household environmental sanitation.

In terms of delivery strategy, beauty and skin care brands pay more attention to content marketing, and strengthen the celebrity endorsement effect through full-screen advertisements, while highlighting the preferential information of e-commerce. The celebrity endorsement effect can also attract more consumers’ attention. The prominence of e-commerce preferential information can also increase consumers’ purchasing decision-making power. Personal bathroom and household cleaning industries are more inclined to use video patch advertisements. By embedding popular dramas and variety shows, these advertisements can better reach the target audience and enhance the brand volume exposure. The form of video patch advertisement can convey information when the audience watches the video, increase the user’s attention and memory, and improve the effectiveness of the advertisement.

In addition to the launch strategy, brands in the industry also actively participate in e-commerce promotion activities and deepen cooperation with online and offline supermarkets to drive further transformation of sales. E-commerce promotion activities are an effective means to attract consumers to buy, and stimulate consumers’ desire to buy through promotional offers and time-limited discounts. Cooperation with online and offline supermarkets can also expand sales channels and increase product exposure and sales.

Judging from the delivery schedule, the advertising budgets of brands in the three major sub-sectors of beauty and household cleaning are mostly concentrated in the key periods of e-commerce promotion such as 38 festivals, 618 and double 11, among which the online penetration rate of brands in the sub-sector of beauty and skin care is high, and the investment index fluctuates significantly with the time of key activities such as e-commerce promotion/shopping festivals.

The report also shows that the reduction of head advertisers is obvious, and the investment index industry of beauty and skin care brands accounts for nearly 50%. There is a high concentration of advertisers’ investment index in the beauty and daily chemical industry, with TOP4 accounting for 75.2% of the whole industry. However, in 2023, only Unilever increased its brand advertising, while Procter & Gamble, L ‘Oreal Group and Estee Lauder decreased by 17.1%, 18.9% and 20.8% respectively. The share of investment index in the three major sub-sectors fluctuated steadily, among which beauty and skin care accounted for the highest proportion, accounting for about 46.9% of the total online advertising investment in the beauty and daily chemical industry, and the proportion of personal bathroom continued to decline slightly.

Judging from the strategy of online advertising, advertisers in the beauty and household cleaning industries are still more inclined to launch on the mobile side. Although the investment index has declined, it still accounts for nearly 50%. In addition, the OTT terminal became a popular terminal from January to August 2023, accounting for 40.5%. Video patch advertising is the most important advertising form, accounting for 62.2%, followed by full-screen advertising; The proportion of information flow advertisements increased to 6.5% in 2023. Video websites are most favored by advertisers. The number of advertisers in Tencent and Xiaohongshu is ahead of other media. 62.6% of online advertising investment in the beauty and daily chemical industry is concentrated on video websites. Portal websites and IT websites are also important advertising media.

(Zhongxin Jingwei APP)

This article was selected and edited by Zhongxin Jingwei Research Institute. The works produced by the selection are copyrighted by Zhongxin Jingwei, and no unit or individual may reprint, extract or use them in other ways without written authorization. The views involved in the selection only represent the original author, not the views of Sino-Singapore Jingwei.

Editor in charge: Song Yafen