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The two giants in the Premier League compete for it! 27-year-old star wants to go： 68 games with 32 goals, priced at 80 million.

The 27-year-old Ivan Toni is once again caught in a transfer rumor. On November 1st, the British Evening Standard revealed that Chelsea and Arsenal, the two giants in the Premier League, are competing and hope to sign Tony in January next year. Brentford offered Tony a price of 80 million pounds, and the players sought to leave the team and play for a better club.

There is no doubt about Ivan Tony’s ability. In the Premier League in 2022-23, Tony scored 20 goals, ranking third in the top scorer list, only behind Harland (36 goals) and Kane (28 goals). During his Premier League career, Tony scored 32 goals in 68 games, and his efficiency was not bad. However, Tony got into big trouble: he bet on a football match, was banned by the FA for eight months, and will be released on January 17th next year.

The Evening Standard pointed out that brentford was willing to sell Ivan Toni for 80 million pounds. Objectively speaking, this price tag is somewhat inflated: Tony’s contract is only one and a half years, the player’s valuation in Germany is 30 million pounds, and he has not played a formal game for half a year.

There is no room for a big bodhisattva in a small temple. For his future, Ivan Tony is very clear: he wants to leave brentford and go to an "elite club". To this end, Ivan Toni also changed his agent and let Banert (who used to be Bell’s agent) handle his own transfer.

According to the analysis of the Evening Standard, both Arsenal and Chelsea intend to make moves in January next year:

Arsenal’s goal is still to compete for the Premier League title. If a scorer with 10 goals in the middle of the game is introduced in January, it will be of great help to the championship. Although Arsenal have Jesus and Nketiya, they are not prolific centers. Arsenal manager Artta appreciates Ivan Toni’s scoring ability. This summer, Arsenal spent 200 million pounds to bring in Tony in the winter window. The Gunners need to sell players to raise funds first.

Chelsea, with deep pockets, also intends to supplement the front line. Chelsea spent 1 billion pounds, completely overthrown and rebuilt, and there was not much improvement. This season, the Premier League only scored 12 points in 10 games and scored only 1.3 goals per game. In January next year, Jackson will play in the African Cup of Nations. Chelsea, which was originally weak in attack, needs Tony’s help.

Tony, who returned from the ban in January, hopes to complete the transfer in the winter window, seize the opportunity of half a year, strive for more goals, win the trust of English coach southgate and be selected for the European Cup 2024. As an excellent striker in the Premier League, Tony has only played for England once, which is not in line with his strength.

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Where is the way out for domestic beauty products that are difficult to sell at high prices？

Image source @ vision china

After eight days, Hua Xizi finally spoke.

However, the statement did not respond to the high-priced controversy, but reiterated its brand vision as a domestic beauty brand "promoting the beauty of the East and casting a century-old national makeup".

Whether this statement can satisfy consumers who have previously felt "backstab" or not. It is almost a consensus that it is not so easy for "all girls" to buy it.

More and more rational, they are using actions to announce the failure of their price and sentiment cards to the brand.Since the price dispute, they have been saying, "Who is not a domestic product? Who will feel sorry for me?" Take off the emotional binding, while comparing the domestic make-up with the gold price, and measure the cost performance with the accurate price comparison method.

At the same time, it is obvious that Li Jiaqi has had a hard time recently.

Being questioned and apologizing twice failed to quell dissatisfaction. It seems that this matter can’t pass if the powder continues to fall, the topic is constantly derived, and the heat persists for a long time.

Image source @ Little Red Book Davidkwok

Looking back from the time corridor, on the one hand, Li Jiaqi, who has grown into the "first brother" by virtue of his low price advantage and high emotional value, and on the other hand, the light of domestic products, which embodies consumers’ feelings and high cost performance expectations.The rise and fall of the two are so similar and intertwined.

Now, the other side of Li Jiaqi being questioned is the dilemma of domestic beauty cosmetics.

More and more consumers are beginning to feel that domestic products are becoming more and more expensive. They show their feelings and seek resonance by taking screenshots of their past orders on social media.

Image source @ Xiaohongshu Xiao Lv’s embarrassing life

Is this really the case?

Take shanghai jahwa, which owns well-known brands such as Liushen, Meijiajing, herborist, Qichu and Yuze, as an example. According to the announcement of its main business data, the average price of skin care products in the first half of this year and the second quarter of this year increased by 50.42% and 20.16% respectively compared with the same period of last year, which helped its skin care products achieve positive revenue growth.

Image source @ shanghai jahwa’s main business data announcement in the first quarter of 2023

Image source @ shanghai jahwa main business data announcement in the second quarter of 2023

Look at Polaiya, the parent company of Polaiya, Yuefushan and Caitang. In the first quarter of 2023, the skin care products and beauty cosmetics products of Polaiya increased by 21.69% and 23.28% respectively.

Image source @ Proya’s main business data announcement in the first quarter of 2023

In addition, in the first and second quarters of 2023, the average selling price of Marubi skin care products increased by 39.76% and 14.83% respectively, and the average selling price of beauty products increased by 27.22% and 15.90%. In the first half of 2023, the price of skin care products increased by 5.6% and the price of cosmetics increased by 4.9%.

Image source @ Betani 2023 semi-annual report

It can be seen that the price increase that consumers feel is not groundless.

From the main cost performance to "more and more expensive", the rising price of raw materials may be the reason that cannot be ignored.

At present, the key raw materials used by domestic skin care and beauty enterprises mainly rely on imports from the United States, Germany, Japan, South Korea and other countries, such as surfactants for cosmetics, thickeners, high-performance oils and fats, and high-safety preservatives. Therefore, the fluctuation of the supply price of upstream raw materials will indeed greatly affect the beauty and skin care brands.

Since the epidemic, the price increase of some basic raw materials, such as glycerol, has been particularly obvious.

Recently, many giants such as Dow Chemical, Japan PE Co., Ltd., Japan PP Co., Ltd., Sanyo Chemical, Longbai Group, etc. also announced price increases ranging from 5% to 23%, involving cosmetic raw materials such as silicone, surfactant, PMMA, PP, PE and titanium dioxide used as a physical sunscreen, and the price per ton directly exceeded 1,700 yuan.

Polaiya also said in the announcement that the prices of its main products, ruby and active substances with strong efficacy, have increased significantly-the average unit price in the first quarter of 2023 increased by 305.85/kg, an increase of 116.05%.

With the rising cost of raw materials, it is not only domestic brands that raise prices. However, the price increase of international big brands is much milder.

For example, the financial report of consumer goods giant Unilever shows that the price of beauty and health care products rose by 7.5% in fiscal year 2022.

Estee Lauder Group has also raised the price of its products twice in 2023, involving many of its star products, but the increase is relatively limited except Clinique Little Daisy Blush.

Data Source @ Official Flagship Store, Cartography @ Titanium Media APP

In this way,The rising cost caused by the rising price of raw materials is not enough to explain why domestic brands have changed from "flat replacement" to "expensive replacement".

The huge marketing expenses, including the commission of the anchor with goods, are another main reason.

According to the financial report data released by various companies, the sales expenses of various beauty products accounted for about 45% of the revenue in the first half of this year, and the parent company of Perfect Diary, Yixian E-commerce, had the highest proportion, accounting for 61.69%.

Image source @ 么么么么么么么么么么么么么么么么么么么么

Comparing the marketing expense rate of international brands such as Estee Lauder, Shiseido and L ‘Oreal, which is around 30%, we can see that domestic beauty brands are highly dependent on marketing.

This is actually related to the growth experience of domestic beauty brands.

A few years before the flood of new domestic brands emerged, the grass planting economy was just emerging and the online traffic cost was still relatively low. At that time, most of the new beauty brands were established in a short time, with small capital scale, and their ability to lay offline sales channels was limited. Therefore,In the early days of its establishment, online became the main position for the marketing and sales of domestic beauty brands.

At that time, an unwritten explosive formula was popular in the industry: "5,000 little red books+2,000 Zhihu questions and answers+head anchor with goods = a new brand".Seize the user’s mind and achieve explosive growth through marketing, which has almost become the standard of new brands of domestic beauty.

Take Huaxi Zi in this storm as an example. Founded in 2017, it is experiencing a channel dilemma when it comes into contact with the live broadcast room in Li Jiaqi in 2018. At that time, Li Jiaqi had just defeated Ma Yun in the Double Eleven PK selling lipstick, and began to emerge in the field of e-commerce live broadcast.

Looking back on the five years when Hua Xizi and Li Jiaqi were deeply bound, many sales miracles occurred at this time: in 2019, "double 11" sold 700,000 boxes of loose powder of Hua Xizi; In 2020, "618" Hua Xizi became the first in the turnover list of domestic beauty products with GMV of 235 million yuan, and its revenue jumped from 10 million to several billion. According to the quality statistics, from January to February, 2020, 40% of the sales of Huaxizi flagship store came from the live broadcast room in Li Jiaqi.

Hua Xizi’s growth experience is only a typical representative of domestic beauty, and there are also perfect diaries, orange blossoms, Yuze and so on.

Over-reliance on online marketing has made many domestic beauty products form a revenue-driven growth model.

Take Yixian E-commerce, the parent company of Perfect Diary, which was listed on the US stock market only three years after its birth, as an example. According to its announcement data, from 2018 to 2020, Yixian E-commerce spent 309 million yuan, 1.251 billion yuan and 3.412 billion yuan on sales and marketing respectively, with the highest proportion accounting for 65.2% of the total revenue. With the rising marketing expenses, its scale has also been rapidly expanded.

However, with the contraction of marketing expenses by Perfect Diary, its operating income is also affected simultaneously: in the first quarter and the second quarter of this year, the proportion of marketing expenses of Yixian e-commerce decreased by 7.9% and 2.5% respectively compared with the same period of last year, and the total net income decreased by 14.1% and 9.8% respectively.

More seriously, with the surge in online traffic costs,Many domestic beauty brands are caught in the "strange circle" cycle of exchanging marketing for revenue.That is to say, if marketing is reduced, revenue may decline, but if marketing is maintained, high traffic cost will cause losses, and even it may fall into a negative cycle of more money burning and more losses.

In this way, the price increase has become a natural choice in the dilemma of domestic beauty.

At the same time of rising prices,A large number of domestic beauty brands are disappearing in invisible places.

According to incomplete statistics, from June 2022 to now, there are about 12 cutting-edge makeup brands that have declared bankruptcy/clearance/suspension. Among them, there are some brands that have exploded, such as floating Fomomy and Kale said Colorpedia, which shows that the market competition is fierce.

Cartography: titanium media APP

Consumers’ enthusiasm for buying domestic beauty brands has also begun to cool down.

In this year’s TOP20 of Tmall’s 618 beauty industry, only four domestic brands entered the list, namely Polaiya, Winona, Fumei and Shuguang, and the corresponding rankings were TOP4, TOP9, TOP13 and TOP19.

Image source @ tmall beauty cosmetics

Looking back at the development of domestic beauty brands in the past ten years, the market share has increased from 15% in 2012 to 28.8% in 2021.

However, while we are excited about this, we should also see the fragility of relying on short-term marketing strategies and transferring costs through price increases.

Cosmetics, as a complex mixture of various raw materials, as the core active ingredient and the production technology such as fermentation and synthesis technology, are the key to build its core competitiveness.

In the process of the rise of international beauty products, many brands rely on core ingredients and production process barriers to build a protective city. Take L ‘Oré al’s self-developed Bose factor as an example. Since the successful research in 2000, helena rubinstein, Lancome, Xiuliko, YSL and Yuxi have all participated in Bose factor, occupying the forefront of the anti-aging category. The unique fermentation process of the core ingredient Pitera in the immortal water also helped SK-II build its core competitiveness.

However, R&D capability and core production capability are the disadvantages of domestic brands.

According to the statistics of Dongxing Securities, as of 15th, 2022, the number of patents of Procter & Gamble and Unilever reached 177,154 and 86,074 respectively, and mainly concentrated on inventions with higher gold content and longer patent protection period.

Image source @ Dongxing Securities

According to the data of Tianyancha, the number of patents of shanghai jahwa, Betani, Marubi, Huaxi Bio and Yixian E-commerce are 1650, 244, 396, 646 and 174 respectively, and among the patents in shanghai jahwa, the design category with relatively low gold content accounts for 80.24%; By 2022, Yixian e-commerce has 174 patents worldwide, of which 43 are invention patents.

Image source @ Tianyancha

In addition, domestic beauty products mostly adopt OEM OEM mode, lacking the ability and technology of self-built factory production.

Under this model, the upstream foundry masters the core production technologies such as raw material extraction and preparation, synthetic biotechnology, etc., while the brand side is often caught in homogenization competition, making it difficult to build a brand moat.

Take the category of freeze-dried mask. As a rapidly growing sub-category in recent years, there have been many explosive products. For example, in 2020, the SKU of Yuze freeze-dried mask will reach 2 billion; In 2021, Winona’s double eleven pre-sale freeze-dried mask products were pre-sold in three seconds.

But in fact, these explosions, such as Yuze Centella asiatica reassuring repair mask, Winona soothing repair freeze-dried mask, and Appropriate Herbal Gentian reassuring repair freeze-dried mask, were all made by the same foundry that mastered the core freeze-dried mask technology-Weibo Haitai.

According to the information, Weibo Haitai has cooperated with many brands to list dozens of masks and essence products of herborist, Yuze, L ‘Oreal, Ke Beili, Yiyibucao, Winona, Royal Nifang and Liangliang.

Under such fierce competition of homogeneous products, it is difficult to impress today’s consumers only by fighting for low prices and "selling badly"It has become an industry consensus to improve R&D capability, increase investment in innovation and improve product quality.

In the first half of this year, the proportion of research and development expenses of domestic beauty cosmetics has increased to varying degrees. Huaxi Bio invested 187 million yuan in research and development in the first half of 2023, accounting for more than 6%; Betani’s R&D investment accounted for more than 4%, up 33.58% year-on-year; The R&D expenses of Giant Bio increased year-on-year, reaching 80.75%.

Image source @ 么么么么么么么么么么么么么么么么么么么么

In addition to research and development, domestic beauty brands are also making up for shortcomings.

For example, in August this year, the first factory of Yixian E-commerce was put into operation, integrating R&D, manufacturing and quality control, trying to build a moat through self-built factories; Winona gradually diversified her own sales channels, vigorously added more offline, and tried to get rid of single dependence.

Some domestic beauty products have gone abroad and started to show their strength on the international stage.

According to public data, Hua Xizi has been sold to Japan, the United States, Europe and other countries and regions; And relying on "girl’s heart" to win Lolita’s favorite flower knowledge has also caused repercussions in the Japanese market.

The process of the rising of domestic beauty products is doomed to be not smooth sailing. Only by reducing the low cost and increasing the consumption of feelings, a stable and far-reaching brand is bound to fail.

With the continuous evolution of these brands, more possibilities will be created in the future. May a hundred flowers blossom and domestic products become stronger.(This article is the first titanium media APP, written by Yuan Ning, edited by Zhao Hongyu)

references

Q2 Skin Care Products’ Restorative Growth, Focus on Performance Repair and Omni-channel Development of Key Brands in the Future-china galaxy Securities Research Institute

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Sudirman Cup ｜ Badminton is not popular in Europe and America？ The answer is somewhat unexpected.

Xinhua News Agency, Suzhou, May 16 (Reporter Ji Ye, Ding Wenxian, Wang Hengzhi, Xu Shihao) Although badminton originated in Europe, the competitive arena has been "ruled" by Asian players for many years. At the Sudirman Cup World Badminton Mixed Team Championship in Suzhou in 2023, except for Denmark, which has the men’s singles Olympic champion Arceloró, other European and American teams still find it hard to win in the face of Asian powers.

On May 14th, Denmark’s Ansailong returned the ball in the game. He defeated Singapore’s Luo Jianyou 2-1. Xinhua News Agency reporter Yang Lei photo

Although there are occasional successes, most European and American players can only play a supporting role in badminton. Is this sport still popular in Europe and America? When the reporter threw this question to the European and American players participating in this competition, he got some unexpected answers.

"I feel that badminton is the first sport in France." The French women’s singles player Hugh’s answer surprised the reporter. The world’s No.55 player lost 0-2 to Japan’s Akane Yamaguchi in the women’s singles match in the group match on the 15th, and the French team also lost two games in a row in the group match, leaving early.

Although the national team has a poor record, Hugh said: "Many people in our country are playing badminton. Although the level is not high, the sport is widely carried out at the club level." She explained that due to media reports, commercial investment and other reasons, football is undoubtedly the largest sports industry in their country, but in terms of participation, badminton is the first sport in France.

England’s men’s doubles team Ryan/Wendy defeated South Korea in the 15th match, but England still lost to South Korea with a total score of 1:4, and they also lost two games in a row in Group D with France.

Ryan/Wendy and Hutt feel the same way. They said that in England, the public participation of badminton can rank second in all events. "More than 1 million people in Britain play badminton more than once a week, because it is easy to play badminton, as long as there is an open space."

Data Map: On January 11, 2023, Ryan (right)/Wendy played in the first round of men’s doubles at the Malaysian Badminton Open. Xinhua News Agency (photo by Zhang Wen)

However, they also said that according to the scale of the industry, badminton can only rank tenth in sports in England. Badminton is not regarded as a competitive sport in England, and people play badminton with an entertaining attitude. Moreover, badminton can’t make professional players make a lot of money, and most young people will still choose sports with mature industries such as football. Badminton events are not highly exposed here, and football matches are shown on TV every week.

On the competitive level, Danish badminton has the strongest overall strength in Europe, with the emergence of the current president of the World Badminton Federation and Olympic champion Larsson, Gade, one of the "four kings" of badminton, and Ansailong, a gold medalist in the Olympic and World Championships. In 2016, the Danish team also won the Thomas Cup, which represents the highest honor of the world badminton men’s team for the first time. This is the first time that the Thomas Cup has been won by a team outside Asia.

With the approach of the Paris Olympic Games, France has begun to "have ideas" in sports. Rivas, the coach who trained Marin, the women’s singles champion of Rio Olympic Games, was invited to be the coach of the French team. France has also set up a support institution named "National Institute of Sports, Profession and Performance" for the national team, and is equipped with experts in psychology, nutrition and medicine. The coaching team can analyze according to all kinds of data and information to help athletes train individually.

In Rivas’ view, the French team will gradually become a strong force in European badminton, and will launch an impact on the Danish team in the future. To become a world power, it needs long-term planning and perseverance. "The goal of French badminton in the future is to become the top five or seven in the world."

Compared with the above countries and regions, the popularity of badminton in Germany is not very high. Fabian, a German men’s singles player who participated in this competition, told reporters that badminton is a minority sport in Germany. Few people play badminton in schools, and the media attention is relatively low. In Australia, Canada and other places, the development of badminton still depends on the efforts of Chinese players.

Source: Xinhua News Agency

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There is a new outlet in the make-up track：＂pure beauty＂ with high unit price

Interface journalist | Zhou Fangying

Interface News Editor | Lou Qinqin

According to the investment community, the pure makeup brand "RED CHAMBER Zhu Zhan" has recently completed tens of millions of yuan of financing, led by Xinyi Capital, followed by Shuiyang shares, and the old shareholder Pullman Venture Capital continued to chase after the investment. Sky-Eye Survey shows that in September, 2021, the brand received angel round investment from Pullman Venture Capital, and the specific amount was not disclosed.

This round of financing is alleged to be used to accelerate the research and development of pure formulas, stabilize the supply chain, and continue to drive brand building and promotion.

The parent company of RED CHAMBER was founded in 2020, but the brand was officially unveiled in 2021. The first tweet of RED CHAMBER’s official micro-signal shows that the brand will focus on natural and pure characteristics.

According to its tweet, RED CHAMBER eliminated 2,800 risky and controversial ingredients, such as talcum powder, alcohol, essence, and cyclic silicon, according to the China Cosmetic Safety Technical Specification (2015 edition) and the EU EC(2020 edition) list of prohibited substances in cosmetics, and then screened out less than 600 pure ingredients from more than 10,000 cosmetic ingredients that were allowed to be added, so as to ensure that the risks of product sensitization and pore blockage were reduced.

As RED CHAMBER said in its introduction, due to the limitation of available raw materials, the research and development time and cost of pure beauty cosmetics are several times higher than those of ordinary products, and the research and development process is tantamount to "dancing with shackles".

This has led to a corresponding rise in product prices. The price of a single-color blush eye shadow multi-purpose cream in RED CHAMBER is 119 yuan, and the price of 15ml liquid foundation is 218 yuan, which is equivalent to that of Estee Lauder liquid foundation. In addition, RED CHAMBER also has makeup items such as powder cake, loose powder, high-gloss repair, makeup brush, makeup remover and so on.

Different from the idea that general beauty brands choose lipstick, eye shadow and other low acceptance thresholds to open the market, RED CHAMBER’s first product is "liquid foundation for small bottles". The brand has said that it hopes to take the products with good makeup foundation as the origin and then present the possibility of other makeup effects. Its first product series also includes loose powder, powder cake, air cushion and other makeup products.

But perhaps beyond RED CHAMBER’s expectation, the series of makeup products it invested heavily in did not become an explosion, but a multi-purpose cream for lip and cheek eye shadow to make the brand remembered. Searching for RED CHAMBER in Xiaohongshu will find that many users are sharing how to apply a full-face makeup with a multi-purpose cream to simplify the makeup process and achieve a more natural makeup effect.

The monthly sales volume of RED CHAMBER Tmall Ship Store also shows that its sales volume of multi-purpose cream ranks first, with the purchase data exceeding 10,000, while the number of pre-makeup gel cream buyers ranked second is only over 800.

Although pure beauty is still a new concept in China, it has gradually gained capital attention in recent two years. Local beauty brands such as Yiyi, Lanlan, MOJA and YOKIA all received financing.

However, compared with the grand occasion of frequent financing news of beauty track in the previous two years, it is not easy for RED CHAMBER to refinance this time as the beauty market as a whole is recovering from weakness.

Clean Beauty first emerged from European and American markets, and its concept gradually evolved from the safety and non-toxicity of ingredients used to all aspects of the whole industrial chain, such as requiring brands to be animal-friendly, zero cruelty, environmentally friendly and sustainable development.

At first, the dilemma faced by some pure beauty brands in China is that market education is very difficult, because there is no clear definition of the concept and controversial components of pure beauty in the market. But now with the introduction of group standards, more standardized pure beauty brands will usher in spring.

On July 10th, 2022, the General Rules for Pure Beauty of Cosmetics initiated by MCL Huaxi Kou brand was certified by Guangdong Provincial Civil Affairs Department and published by Guangdong Cosmetics Society on the national group standard information platform.

"General Principles of Pure Beauty Cosmetics" officially defines pure beauty cosmetics for the first time: pure beauty cosmetics are cosmetics whose life cycle should be open, transparent and traceable, responsible for human health and safety, environmentally friendly and animal-friendly, and bear social responsibility and humanitarianism. This is also the first standard document for pure beauty in China.

But for pure beauty brands, standardized industry norms are only the first step. What is more difficult is how to make consumers accept the concept of "purity" and the high price that matches it.

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The eight games with the highest scores this year are the first two faults. Which ones have you played？

This year is a very happy year for all players. Quite a few excellent games have been launched one after another this year, and their favorite games will be released almost every month. Even the founder of TGA lamented some time ago that this year is the biggest game year in the past 20 years. There are more than 20 games with 90 points or above, and each game can compete for the best level of the year 2 or 3 years ago. However, it is hard to get a nomination this year. The following eight games are the most popular and rated games this year, and the top two are ahead of all opponents. Let’s take a look at what you have played this year.

1. Mind killer 2

Average score of MC: 87.

Alan wake was a classic horror survival game in those days. The story tells that a writer named Allen Wake and his wife came to a town called Liangpu for a holiday, during which they encountered various paranormal, such as the disappearance of his wife, and embarked on a strange adventure to save his wife Allen. The name of the game was also named after the male host, and the excellent brain-burning plot and pictures and novel gameplay were well received at that time.

The production team of the game also produced some impressive works in the following years, such as Quantum Breaking, Control, etc. This year’s "killer 2 of Mind" is even more full of players’ expectations. Facts have proved that the sequel to this classic game 13 years ago did not disappoint the players. The game continues the first generation’s high-level narrative and environmental shaping, and the screen is completely the next generation’s level. After many years, players once again experienced the original satisfaction.

2. spider-man 2, Marvel Comics

Average score of MC: 90.

Insomnia group is a model worker in Sony’s first studio. From the first generation of Marvel Comics Spider-Man in 2018 to later Miles and this year’s Marvel Comics spider-man 2, three works with online quality have been produced in just five years. This efficient mode also makes Spider-Man fans enjoy it.

Compared with the first generation, the main story is excellent, and the branch lines and exploration parts are lacking. This time, Marvel Comics spider-man 2 can be said to have made a great improvement in the weaknesses of previous works. First of all, compared with the first generation’s high repetition and slightly perfunctory side tasks, the second generation’s side tasks are a lot of heart. Many tasks have independent plots and animation performances, which is equivalent to watching a short story after completion. Compared with the first generation, the exploration part has also increased a lot of content, and the patterns of spider silk swinging have also enriched a lot.

As for the main plot, not to mention, the performances of various big scenes bombard the players’ eyes from time to time in the game. Whether it is the plot party or the picture party, there are only two words: enjoyable.

3.street fighter 6

Average score of MC: 92.

Fighting games, as a game type with high difficulty in getting started and high learning cost, have always been relatively small, and many players have been dissuaded by its high threshold. Even the best-selling real-life quick-play series in fighting games, most players go for its plot and animation. As for the number of real people playing against it, it can be said that it is terrible compared with other types of games.

This time, "Street Fighter 6" has attracted many new players to a certain extent. First of all, it has joined the exploration gameplay for the first time. In fact, to put it bluntly, it is an RPG model with nurturing elements. Players can explore all parts of the world to complete tasks and get experience rewards and various equipment to enhance the strength of characters. For light players who are not good at fighting, the exploration mode can also let them better understand the world view and plot of Street Fighter. For the old players of fighting games, they can still enjoy the better pictures and animations of the new generation of street fighters.

4. Super Mario Brothers Surprise

Average score of MC: 92.

Although the Super Mario Odyssey of that year made many players who had never been exposed to Mario series know this 40-year-old IP, to say that the foundation of Nintendo is 2D Mario. Just over ten years after the previous generation of 2D Mario was working, at the end of the NS game console’s career, Super Mario Brothers Surprise came.

Personally, as a platform jumping game, I always stay away from 2D Mario. However, this time, the cancellation of time limit and the reduction of difficulty attracted me to into the pit. My personal feeling after the overall play is quite interesting. Every level seems to tell me how big Nintendo’s brain hole is. The unique surprise flower design is also my biggest motivation, because I just want to see what the next surprise flower can do for me.

Another highlight of the game is asynchronous online. Players can see other players who are playing at the same time while playing the level through online mode. They will not interfere with your actions, but after you die in the process of breaking through the barrier, you can turn into a soul state to find them to resurrect, and you can also look at the action routes of other players when looking for some hidden props. This kind of linkage that keeps a sense of distance can be said to be the most perfect online mode in my mind.

5. Resident Evil 4 remastered version

Average score of MC: 93.

The name of Resident Evil 4 must have been heard by even non-biochemical players. Whether it was the honor won in that year or the number of various versions reset over the years, it became a legend. Players can’t count the strange platforms on which they can play this game, but no matter what kind of reset, it can only be regarded as a small optimization, which can’t achieve the qualitative change effect.

This year’s Resident Evil 4 Remastered Edition is a real re-production of this classic game with modern technology. Excellent pictures, smooth optimization, more silky character movements and plot animation all make players unable to find fault. The plot comparison of the game was originally modified, and new play elements similar to the shooting range design in the remastered version were added. The Ada DLC that was subsequently launched further completed the plot of this work. It can be said that these two Biochemical 4 films of different times are legends of their own times.

6. Prime replica of Mitterrand

Average score of MC: 94.

Many players may be unfamiliar with the game Mitterrand, but I believe many players know it by another Chinese name, which is the Galaxy Warrior in the Galaxy Demon City type.

Galaxy Warrior has always been famous for its superb level design. This replica version not only retains the original excellent level design, but also enhances the image quality, and greatly improves the original clumsy operation feel, making it reach the operational level of truly modern FPS games. It also allows many players who are in contact with this game for the first time to better adapt to the gameplay, so as to experience this classic game that is still amazing even after 20 years.

7. The Gate of Bode 3

Average score of MC: 96.

Although this year’s masterpieces are piled up and all kinds of excellent games are crowded together, only two of them really stand out from this pile of masterpieces, and Bode Gate 3 is one of them. The average score of MC of 96 points also makes him stand in the highest position this year.

Speaking of the Bode Gate series, the last Bode Gate 2 was played by me when I was at school 20 years ago, so the decline of CRPG for many years led to the lack of a sequel to Bode Gate. Even when Larian, who had already produced Original Sin 2, took over the sequel of Bode Gate, many players said they were not optimistic.

However, this year’s full version of Bode Gate 3 gives everyone the best explanation. Excellent pictures and animation performances, massive content, interlocking plots and strategic battles together constitute this perfect fantasy world. It can easily devour hundreds of hours of game time of players unconsciously, and when I found this, I started a new day’s game while complaining that one day was wasted on the game. It can be said that the birth of Bode Gate 3 also shows that it is not that the current players don’t like CRPG, but that the previous ones were not fun enough.

8. Tears of the Kingdom of the legend of zelda

Average score of MC: 96.

Apart from Bode Gate 3, another outstanding game this year is Tears of the Kingdom of the legend of zelda. As a sequel to the Wilderness Breath that swept all the awards that year, many players once thought that the Tears of the Kingdom might not make much breakthrough before the release. After all, the previous work was too excellent. The Tears of the Kingdom tells the players with actual quality that the Zelda series has not stood still, but has gone further.

Compared with the breath of the wilderness, Tears of the Kingdom has added a new construction method, which is not only independent of the construction mode outside the game, but can really interact with all the elements in the whole world. In addition, Wang tears abandoned the four abilities of the previous game and adopted four brand-new abilities, which made the gameplay fundamentally different from the previous game. It can be said that there is no height between the tears of the kingdom and the breath of the wilderness. They are two parallel ways of playing in the same world, but they are both excellent enough.

In fact, this year’s excellent games are far more than the above eight models, and there are many excellent games such as the legacy of Hogwarts, the remake of dead space, Traveler 2, Pinocchio’s lies and so on. In previous years, they all had the qualification to participate in the competition for the best of the year. However, in this year’s situation, they may not even be nominated. This unprecedented game event is also a happy worry for players this year. Even if you try your best to play in your spare time, you will find that most games are too late to play. So, players, how many games have you played this year? Who is your best of the year?

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The ＂face value bubble＂ is broken, and beauty can only be rolled into scientific research.

People’s requirements for "face" are getting higher and higher, even to the point of harshness. "Yan value anxiety" was once one of the hot topics in the past.

Coupled with the improvement of economic strength, the beauty industry has experienced a period of rapid growth. According to the National Bureau of Statistics, the compound growth rate of retail sales of cosmetics above designated size reached 11.4% from 2017 to 2021.

At the same time, due to the environment, diet, aging and other reasons, most people do have different degrees of skin health problems, and the proportion of skin care products is also increasing. Domestic brands have launched a series of targeted skin care products by virtue of their in-depth understanding of Chinese skin, and their sales have also risen all the way. In 2021, the eight major beauty listed companies all recorded good revenue growth.

However, this scene changed in 2022, especially since the third quarter, many domestic beauty companies found that their products were becoming more and more difficult to sell. In 2022, the retail sales of cosmetics decreased by 4.5% year-on-year, and the situation of letting a hundred flowers blossom was long gone. Half of the companies fell into negative revenue growth.

(see the self-made map of intellectual research)

According to the research of Jianzhi, this should be analyzed from several aspects, and the external factor is the first one. Beauty cosmetics and skin care products are optional consumer goods. When faced with economic pressure or budget constraints, consumers may reduce their spending on non-essential items, so they are greatly affected by macroeconomics.

In addition, in the rapid development period of the past few years, in order to boost sales, e-commerce platforms have increased discounts and encouraged "the more you buy, the more discounts you get"; The traffic explosion of the super anchor also has some irrational consumption; Inventory that is difficult to sell in overseas epidemic situations enters China through cross-border e-commerce to consume inventory. Therefore, consumers’ household inventory is already at a high level, which is why we often hear that "what was bought in double 11 last year at 618 has not been opened".

In addition, the traffic dividends and platform dividends that have been discussed in the market in the past are also fading. This year, beauty companies and e-commerce platforms have become more rational. Like the 38 Goddess Festival in the first quarter of this year, Tmall did not make large-scale pre-sales and full reduction as before, and even the publicity was relatively low-key.

So, low growth will become the industry norm?

Let’s take a look at the performance of companies in the first quarter of this year. Who earns the most? Who has the strongest growth?

Overall, the overall environment of the beauty industry in the first quarter was still under pressure, and revenue only increased by 2.7% year-on-year (12.3% in the same period last year). However, the profit has been restored, and the net profit returned to the mother increased by 33.2% year-on-year (1% in the same period last year).

(Source: Guojin Securities)

Polaiya and shanghai jahwa were the most profitable companies in this quarter, with net profits of 210 million yuan and 230 million yuan respectively.

(see the self-made map of intellectual research)

As an outstanding student all the time, Polaiya continued its previous growth trend in the first quarter. For a detailed analysis, please refer to the previous article "The domestic beauty products are seriously divided, and Polaiya" wins hemp "with exclusive ingredients".

To put it simply, Polaiya’s highlight this year is the upgrade iteration of large items and the layout of new products, including cloud sunscreen and moisturizing series. In particular, the upgraded Shuangkang 3.0 was once again "sold out" and became the Top1 of Tmall’s liquid essence hot-selling list. According to the latest sales data in April, Polaiya’s growth is still steady. The GMV in Tmall flagship store and vibrato platform increased by about 54% year-on-year, so it is necessary to continue to pay attention to the sales of 618.

The performance of shanghai jahwa, another old brand of beauty cosmetics, has been unstable in recent years. Especially last year, due to the epidemic situation and the lack of super-anchor, both revenue and net profit returned to the mother decreased, and the net profit returned to the mother decreased by 27.29% year-on-year.

However, after entering 2023, shanghai jahwa’s income situation has improved (the income of skin care products in 22 /23Q1 was 1.98 billion yuan/410 million yuan, respectively, down by 26.8%/8.6%, and the decline was narrowed). In addition, with the new single product oil-sensitive cream, the sales data in April showed a rising trend. In the Tmall flagship store and Tik Tok, the GMV of Yuze and herborist brands increased by about 81% year-on-year, and the chain has also turned positive significantly (among them, the large single product oil sensitive cream contributed more than 20% in the GMV of Yuze Tmall flagship store; Tai Chi Repair Kit and New Seven Whitening Kit contributed over 35% to GMV in herborist Tmall flagship store).

The fastest growing beauty companies include Shuiyang and Marumi, in addition to Polaiya, which has just been mentioned. The net profit of these companies has increased by more than 20%.

Although Marubi shares have been affected by the external environment and the company’s promotion of online channel transformation in the past few years, the growth rate of net profit returned to the mother has been negative for three consecutive years. However, in the first quarter of this year, Marumi saw the effect of transformation, and the recovery growth continued until April.

In April, the total GMV of Marumi’s main brand in Tmall flagship store and Tik Tok Shanghai increased by 143% year-on-year, and the new recombinant collagen suit successfully ranked among the Top2 products in Tik Tok. At the same time, Love Fire also maintained rapid growth on multiple platforms, with a total growth rate of 180%, and the sales of explosive "invisible liquid foundation" accounted for about 30%.

The sales of Shuiyang shares also improved marginally. In April, the GMV of its brands, Royal Mud Workshop, Big Water Drop and Ifedan, increased by about 56% year-on-year. Among them, Ifidan’s Super Mask was successfully registered in Li Jiaqi Live Room, which promoted the GMV of its Tmall flagship store to increase by 823% year-on-year.

In addition, it is worth mentioning that although listed companies in Hong Kong stocks do not disclose a quarterly report, in the sales station in April, Juzi Bio and Shangmei also achieved good results. The "Fumei" and "Kelijin" of Juzi Bio increased by about 52% in Tmall flagship store and GMV in Tik Tok. The brand "Kanshu" of Shangmei Co., Ltd. is growing even more dramatically, with GMV increasing by about 229% year-on-year, and Tik Tok’s growth is as high as 320%. Its monthly sales rank second in Tik Tok’s beauty brand and first in domestic products.

Generally speaking, after four years of rapid growth from 2017 to 2021, the beauty industry is gradually entering a platform period, that is, the growth rate of the industry is relatively slow, and the differentiation among different brands is more serious. Although the leading company Polaiya still maintains a higher growth rate than the whole industry, the growth rate of Huaxi Bio and Betani, which used to have high growth, has obviously slowed down, and even some companies have fallen behind.

However, we also saw that companies such as Shuiyang and Marumi, which suffered serious losses in 2022, ushered in marginal improvement in the first quarter and April of this year.

So where is the next round of high growth? Which companies can seize the opportunity?

As we all know, in the period of rapid growth of the beauty industry, major brands will invest a lot of marketing expenses and constantly introduce new products in order to seize market share. However, as the market entered the platform period, both the brand and the platform began to be more rational, and the focus returned to the product itself.

Take Huaxi Bio as an example, the sub-brand Quadi used to grow at the rate of doubling every year, but since 2022, the growth rate has slowed down obviously. In the first quarter of this year, Huaxi’s growth was still under pressure from the launch of new products, and there was no obvious upward trend. This year, the company also took the initiative to reduce the revenue growth target to 15%-20%.

What is more important for Huaxi this year is to enhance brand value. In order to make the new anti-aging eye cream quickly occupy consumers’ minds, Quadi even made a detailed interpretation of the market trend, and took the new packaging technology as a selling point, claiming that it could promote the penetration of active ingredients, thus greatly increasing the customer unit price (the new product "Zhen Jin Yun Huo Eye Cream" was 498 yuan /20g, while the old green obsidian eye cream was 238 yuan /18g).

According to Jianzhi research, the purpose of a lot of market research and publicity in Quadi’s early stage is to establish a professional and reliable image and make anti-aging more deeply rooted in people’s hearts. The addition of new technology and the upgrading of efficiency are all important means to increase the unit price of customers. At present, the new eye cream ranks second in Taobao’s new product list, second only to L ‘Oré al 20 Eye Cream, but the actual sales volume and use effect need to be continuously tracked.

Similar to Huaxi’s biological situation is Betani. This year, Bettini focused on upgrading Winona Shu Min Moisturizing Cream and promoting the high-end brand AOXMED. In the future, consumers will make immediate repairs after finishing medical beauty, which may not only use dressings, but also use more essences and creams to enhance their efficacy.

Another great event of Betani is that she clearly put forward the idea of getting into the beauty of military doctors in last year’s annual report.

According to the knowledge of Jianzhi Research, Betani is making efforts to the track of life beauty instrument.

Before, home beauty instruments were on fire in the market for a while, but due to several safety accidents, home beauty instruments were subject to stricter supervision. Among them, pulsed light hair removal products have been classified as Class II medical devices, and RF products with higher risk factors have been included in Class III medical devices for management since last month.

Betani is likely to get the certificate of Class II medical devices first, and then gradually expand to the beauty instrument of Class III medical devices. In fact, the life beauty instrument track has a large room for growth, and specialization and standardization will become an inevitable trend, which may open up new growth points for Betaine in the future. At the same time, the company will definitely introduce skin care products that match the beauty instrument, because the purchase frequency of the beauty instrument is relatively low, and the matching skin care products can be supplemented frequently.

Generally speaking, the beauty industry is stepping into the platform period from the high-speed growth period, which is mainly reflected in the slowdown of the overall industry growth, the performance differentiation among different brands and the difference in development focus.

With the continuous development of dermatology, products will be more refined and provide precise solutions for different skin needs. Future competition will pay more attention to the application of core needs, dermatology and precision technology. Brands need to focus on the mental cultivation of consumers and the layout of new products in order to gain a competitive advantage in the next growth period.

This article is from Wall Street. Welcome to download the APP to see more.

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Japanese beauty cosmetics China is cold： affected by the discharge of nuclear sewage into the sea, high-end market giants compete for key points

Japanese beauty brands are facing a new crisis in China market.

In the past Double Eleven, Japanese beauty brands collectively "disappeared" in the TOP10 sales list. According to the research report of Guojin Securities, the top ten brands sold by Amoy beauty shops during this year’s Double Eleven period were Polaiya, L ‘Oreal, Lancome, Estee Lauder, Winona, Mystery of Sea Blue, Olay, Xiuliko, helena rubinstein and Guerlain, and none of them were Japanese makeup brands. According to media observation, this is the first time that the Japanese makeup brand SK-Il has fallen out of the top ten since 2016, and it is also the first time that Shiseido, a Japanese makeup brand, has been out of the list since it entered the top ten in 2017. Both of them have occupied the list for many years.

Bai Wen Xi, chief economist of IPG China, told 21st century business herald that the impact of Japanese nuclear sewage discharge on Japanese cosmetics was an important factor, which led to the continuous fermentation of consumers’ resistance to Japanese cosmetics. In addition, domestic beauty brands performed strongly during the Double Eleven period. For example, brands such as Polaiya occupied the leading position in the beauty category for the first time, which may be another factor affecting the sales of Japanese makeup brands.

At present, the days of Japanese beauty brands are not easy. Take Shiseido, a well-known Japanese cosmetics brand, as an example. Last week, Shiseido lowered its annual profit forecast, and then its share price fell sharply. On November 13th, the share price of Shiseido in Japan once fell by 14%, the biggest drop in 36 years. As of 9: 00 am on November 20th, Shiseido’s share price rebounded to 4,329 yen, and its share price has fallen by 40.07% since the beginning of the year. Shiseido said that the demand from consumers in China slowed down due to the Japanese nuclear sewage discharged into the sea, and the sales in China decreased by about 10% in the third quarter. The company believes that the impact of nuclear sewage discharge will last until the first quarter of 2024. As of the first half of this year, the China market was Shiseido’s largest market.

Shiseido’s situation is just a microcosm of the cold reception of Japanese beauty brands. Judging from the performance of the third quarterly report this year, the performance of Japanese cosmetics on behalf of enterprises is lacking. In contrast, domestic cosmetics brands gradually occupy the mainstream in China market.

Why do Japanese cosmetics brands gradually regress in China market? At present, Kose Group and other Japanese cosmetics brands are still overweight the China market. What are the future development prospects?

Japanese beauty cosmetics encounter waterloo in China

For many Japanese beauty brands, this year’s Double Eleven may be a stress test. But obviously, the result is not satisfactory.

Judging from the achievements of the Double Eleven, Japanese beauty cosmetics not only failed to rank among the top ten beauty shops in Amoy Department, but also lost the list of the top ten brands of GMV in the category of double eleven beauty and skin care in Tik Tok this year. Poor performance in China market has directly affected the performance of many Japanese beauty companies.

Japan’s Shiseido Group released its financial report for the first three quarters of 2023. The financial report shows that its net sales decreased by 5.3% year-on-year to 722.4 billion yen (about RMB 34.752 billion), and its core operating profit decreased by 53% to 8.8 billion yen. Among them, Shiseido’s sales in China decreased by 9% this quarter, which directly offset the growth in the first half of the year. In the same period, China market also retreated to Shiseido’s second largest market. The same situation also appeared in Kao, Polaroid, Kose and other Japanese cosmetics companies.

Kao Group, the parent company of Kerun and Fulifang Silk, released its third-quarter financial report. The company’s net sales decreased by 0.2% year-on-year to 1.13 trillion yen, and its net profit decreased by 44.2% year-on-year. In the third quarter, which was most affected by the nuclear sewage incident, sales fell by 1.6% to 387.4 billion yen. Kao said in the financial report that the group’s cosmetics business lost 1.6 billion yen mainly due to the sharp decline in sales in China. Coincidentally, POLA Polaroid Group also named in its third-quarter financial report that it had to slow down its store expansion plan in China due to the impact of Japanese nuclear sewage discharge into the sea.

Since August this year, due to the nuclear sewage discharge incident, the sales of Japanese cosmetics in China and South Korea have been greatly hindered, which can be described as the "black swan" incident of Japanese cosmetics.

Chen Li, a researcher at Anbang think tank, told 21st century business herald that Japanese cosmetics suffered a brand crisis after the Fukushima Daiichi nuclear power plant announced that it would discharge sewage. Consumers in China thought that Japanese chemical products would be affected by nuclear sewage, labeled them as "unsafe" and turned to other substitutes. Whether the quality of Japanese cosmetics will be affected by this incident or not, the action of discharging nuclear sewage has caused negative feelings of China consumers about "Made in Japan", which is a big blow to the Japanese beauty industry.

In addition, Chen Li also believes that Japanese beauty products are cold in China, largely because consumers are increasingly inclined to choose domestic brands.

Since the news that Japan’s nuclear sewage was discharged into the sea came out, online discussions about the safety of Japanese cosmetics have come and gone, which directly affected the export of Japanese cosmetics. According to the data of the General Administration of Customs, since May this year, China’s cosmetics imported from Japan began to show a significant decline. Among them, the import value in June decreased by 8.4% year-on-year; In July, the import value dropped by 30% year-on-year.

Chen Li said that from the product point of view, although Japanese cosmetics brands have always paid attention to R&D, in recent years, domestic brands have also made major breakthroughs in product R&D, which is more cost-effective, more in line with the habits of consumers in China, and has reduced the attractiveness of Japanese cosmetics to the China market to some extent. From the brand point of view, the international influence of Japanese cosmetics is not as good as that of European and American brands. Domestic brands are also expanding their influence with the trend of "cultural self-confidence" and "national rejuvenation", so the brand power of Japanese cosmetics is squeezed.

According to the report of the Capital Securities Industry, China Customs data show that China’s cosmetics imports mainly come from Japan, South Korea, France, Britain, the United States and other places. From 2015 to 2022, China’s total cosmetics imports from Japan increased from US$ 488 million to US$ 4.987 billion, an increase of over 10 times. However, since the beginning of this year, the total amount of imported cosmetics in China has shown a downward trend. The total amount of imported cosmetics from Japan has continued to decline since March, and the total amount of imported cosmetics from Japan in the first quarter fell by 11.73% year-on-year.

Domestic head brands accelerate to occupy the market.

At present, the domestic cosmetics market has ushered in a new round of reshuffle. The most striking difference is that the phenomenon that foreign cosmetic brands dominate the China market is gone forever.

According to Huajing Industrial Research Institute, the market share of China cosmetics market in 2021 will be 28.8%, 16.2%, 30.1%, 8.3% and 4.3% for China, French, Korean and Japanese brands respectively. At a time when many Japanese cosmetics brands are in decline, the rise of domestic brands has become a bright color. According to the data of beauty industry media, in this year’s Double Eleven list, domestic brand Polaiya won the first place in the list of Tmall and Tik Tok double 11 skin care brands. Among them, in the list of Tmall double 11 skin care brands, Polaiya beat L ‘Oreal with a GMV of 2.219 billion yuan.

Chen Li said, "China’s economy continues to recover, consumers are more rational, pay more attention to the cost performance of products, and pursue products with favorable prices while ensuring quality." In addition, Chen Li believes that consumers show enthusiastic concern about the ingredients of products and whether the ingredients of products are safe or not, while domestic cosmeceutical brands start with "biological ingredients and" herbal raw materials "and achieve a sudden emergence, further squeezing the Japanese cosmeceutical market.

Bai Wenxi also holds a similar view. He told reporters that the reasons for the rise of domestic brands may include the improvement of product quality and the effective marketing strategy.

Some analysts believe that in recent years, domestic skin care brands have paid more attention to the concepts of mild conditioning, natural no addition and no stimulation. Take Polaiya, a domestic brand, as an example. In order to meet the demand of whitening, it relies on the concept of "early C and late A" to force L ‘Oré al, Lancome, Estee Lauder and other big brands in sales. In this regard, Bai Wenxi believes that for beauty products, the focus of consumers’ attention now may include the quality, effect and safety of products, as well as the influence and reputation of brands. In this respect, the performance of Japanese beauty cosmetics lags behind other brands, because the popularity and recognition of its products in China market are relatively low, and its marketing strategy and product positioning may not meet the needs and preferences of China consumers. Chen Li also believes that Japan may not be as agile as domestic brands in capturing and responding to China’s hot trends.

In order to seize the China market, Japanese beauty cosmetics bet on high-end beauty consumption. Take Shiseido as an example. In 2021, Shiseido sold popular brands such as Secret Language of Water and Sibeiqi, and put more resources on high-end brands such as Shiseido, CPB and THE GINZA. At the same time, Shiseido focuses on the China market and increases investment in market production and R&D.. Recently, Shiseido also launched a small program of "Watching the United States and Japan", and cooperated with jnto, Hoshino Group, Japan Airlines and other institutions and companies to introduce Japanese tourism and cultural consultation and promote Japanese tourists’ consumption in.

Chen Li said that Shiseido should concentrate on its core business by reorganizing its business resources and reducing its mass brands. In the case of economic recovery, enterprises will give priority to reducing costs and increasing efficiency. This move is in line with the global beauty market as a whole to the "high-end" direction, and is also in line with the strategic layout direction of Japanese cosmetics brands such as Shiseido in China.

However, some analysts believe that the cold consumption of high-end beauty cosmetics in the past two years has become another factor affecting the performance of Japanese makeup brands. According to the data of Tencent Marketing Insight (TMI) and Boston Consulting Group (BCG), the domestic high-end beauty market has maintained a high growth rate of 20% in the past few years, and the growth rate reached 41.8% in 2021, but there was a slight correction of 2% in 2022.

Nevertheless, the interviewed experts still believe that the fast-growing high-end product track is the key strategy for Japanese beauty brands to increase their market share in China. However, in this field, Japanese makeup brands also encounter great challenges. In March this year, the Japanese cosmetics group POLA announced that it would shut down high-end brands Amplitude and ITRIM, and Shuizhiao H2O Company will also complete liquidation this year. This year, POLA Group will cut off three brands.

According to Euromonitor’s data, since 2017, the sales of high-end beauty cosmetics in the China market have maintained an average annual growth rate of more than 23%, and it is expected that it will completely surpass popular beauty cosmetics by 2025. This means that the competition for high-end market will become the "general battlefield" of the next head beauty enterprises, and it is also the key for enterprises to win the market initiative and voice in the next 10 years.

How can Japanese cosmetics, which have been overtaken step by step, regain the China market? Chen Li believes that "if Japanese beauty companies want to continue to pay attention to the China market, they should pay attention to the competition in the high-end product track, keep up with the demand of the consumer market in China, and create’ efficacy first’ big items according to the skin quality, aesthetics and psychological portraits of China consumers, and constantly expand the matrix of big items."

(21st century business herald)

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If the population decline is ＂irreversible＂, there will be three major changes in the education industry from 2024.

The ancients said, "Rise and fall are due to people’s livelihood". People’s livelihood is the key to the rise and fall of a country. In recent years, the number of newborns in China has dropped sharply, which indicates that a population crisis is coming quietly. Experts predict that if this trend continues, China will enter a period of serious population decline after 2024. This is undoubtedly a huge impact on all walks of life, especially the education industry. Facing the severe population situation, there will inevitably be three major changes in the education industry.

First, teachers will face the dilemma of increasing their tasks and not raising their salaries. The decrease in the number of students means that education funds are tight, and it is difficult for schools to continue to recruit more teachers. The cruel reality is that teachers in the editorial department are not only difficult to get a salary increase, but also face more work pressure. In order to improve the teaching quality, the school requires teachers to provide more after-school counseling. In order to take care of parents’ work and set up after-school care classes, teachers need to take extra care of students. It is conceivable that in the case of tight manpower, a teacher will undertake teaching tasks of multiple grades, and even need to take over non-professional courses such as physical education and music. The workload has greatly increased, the salary is still standing still, and the living conditions of teachers are comparable to "stretched".

Second, kindergartens and schools will generally face operational crisis. The number of newborns has dropped sharply, and the "blood" of educational institutions is shrinking. Take Shenzhen as an example, more than 120 public and private kindergartens have fallen into operational difficulties. The decline in fiscal revenue and the loss of teachers will inevitably damage the quality of teaching. Once the evaluation of a school by parents and society declines, the number of students will further shrink, and eventually face the risk of bankruptcy. This situation, from kindergarten to primary and secondary school system, can not escape bad luck. A kindergarten in a district is unsustainable, and the prospect of the whole education industry can be called "chaos."

Third, the phenomenon of involution in education may gradually weaken. In the past, it was a compulsory course for parents to fight for school districts and schools. In the booming education market, the demand for famous teachers is in short supply, but parents do not hesitate to fight for a chance. However, it is expected that by 2024, the situation of serious decline in students will be reversed. At that time, parents will lose the motivation of "buying a house at a high price for a prestigious school", and the price of the school district will return to rationality. Famous schools will no longer be overcrowded, and educational resources will be more balanced. All kinds of disadvantages accumulated in the process of "volume" will disappear in the cold winter of this education market. Students and parents will eventually have a breathing space, and education will return to the essence and return to "teaching and educating people".

The population problem is a national event. The grim population situation is bound to hit all walks of life hard, and we must face up to this hidden danger. The future development of education also faces many challenges. Let’s join hands to tide over the difficulties, turn the crisis into a turning point and create a new situation in education.

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If the population decline is ＂irreversible＂, there will be three major changes in the education industry from 2024.

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