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　　BEIJING, Sept. 19 (Xinhua)-The website of the National Tourism Administration released the 2017 National Day Mid-Autumn Festival Holiday Travel Guide on the 19th. The guide mentioned that it is estimated that the number of domestic tourists will reach 710 million from October 1 to October 8, and the domestic tourism revenue will reach 590 billion yuan. It is estimated that the number of domestic tourists and tourism revenue will increase by 10% and 12.2% respectively from October 1 to October 7 compared with the same period of last year.

　　The main contents of the guide are as follows:

　　First, the holiday tourism market forecast

　　National Day and Mid-Autumn Festival are happy to meet each other, and the superposition of holidays constitutes a "super holiday" of up to 8 days. According to the survey of residents’ willingness to travel in the data center of National Tourism Administration, residents’ willingness to travel in the fourth quarter was 82.6%, of which 64.8% chose to travel during the National Day and Mid-Autumn Festival until the end of October. It is estimated that the number of domestic tourists will reach 710 million from October 1 to October 8, and the domestic tourism revenue will reach 590 billion yuan. It is estimated that the number of domestic tourists and tourism revenue will increase by 10% and 12.2% respectively from October 1 to October 7 compared with the same period of last year. The holiday tourism market will present the following trends:

　　1. Two-section superimposed heating long-distance tourism

　　"Super Holiday" makes residents go out, especially for long-distance travel in China. According to the survey, 48.9% of the respondents traveled for 4 to 7 days during the National Day and Mid-Autumn Festival holidays, and 17.6% traveled for 7 to 30 days. Affected by the BRICS meeting, traveling to Xiamen is very popular. According to Ctrip. com’s travel booking data, Sanya, Beijing, Kunming, Lanzhou, Xiamen, Urumqi, Guilin, Lijiang, Xi ‘an, Shanghai and other destinations are popular, and the heat in the northwest and southwest is not diminished.

　　2. Consumption upgrading promotes outbound tourism

　　Affected by the continuous upgrading of mass tourism consumption, the relatively stable international situation and the high exchange rate of RMB against the US dollar, outbound travel will usher in a small peak. According to the survey, 16.4% of the respondents chose to travel abroad during the National Day and Mid-Autumn Festival holidays, and 20.9% chose to travel to Hong Kong, Macao and Taiwan. According to the travel booking data of Tuniu. com, Xinmatai, Indonesia, Singapore, Cambodia and Viet Nam are the most popular short-term destinations, while the United States, Canada, Australia, France and Egypt are the most concerned about the long-term destinations, and the routes to Eastern Europe and africa tour have become the new highlights of outbound tourism.

　　3. Free travel leads the surrounding tourism

　　In the era of mass tourism, with the upgrading of tourism consumption, tourists pay more attention to the quality of tourism. According to the survey, 54.3% of the respondents chose to organize their own trips during the National Day and Mid-Autumn Festival holidays. From the perspective of product demand, natural scenery, historical sites and theme parks are the most interesting destinations for free travellers. From the perspective of travel distance, free travellers mainly drive by car in short and medium distances, and leisure and holiday tours in rural areas around the city are more popular.

　　4. Different needs promote theme tourism

　　Different groups of people present diversified tourism needs. According to the booking data of flying pig travel and the tourists’ comments collected by public opinion monitoring Room Tourism Big Data Center of People’s Daily Online, among the outbound tourists during the National Day and Mid-Autumn Festival, the proportion of consumers aged 23 to 34 reached 50.9%, and most of them were free or semi-free. Domestic tours are mainly family trips, and cities with large theme parks are the most popular destinations for autumn tours, such as grasslands and ecology. Museums of history and humanities, ocean parks, zoos, theme parks and cruise tours are the first choices for family tourists.

　　5. Cultural tourism activities sing folk tourism.

　　October 4th coincides with the Mid-Autumn Festival. For people who want to have a family reunion and travel abroad, celebrating the Mid-Autumn Festival and enjoying the moon during their travel has become a new highlight of holiday travel. Featured tourism products such as moon viewing, tide watching and seafood tasting built around "tourism+culture", "tourism+folk customs" and "tourism+food" are deeply loved by the public, and leisure experience activities with local characteristics such as autumn viewing in the west, climbing mountains in autumn, skiing in the ancient capital of Beijing, and seaside beaches are the most popular.

　　Second, the holiday destination selection strategy

　　In the face of the dazzling array of tourist routes and foreseeable peak passenger flow in the holiday tourism market, how to choose to maximize the sense of tourism experience and satisfaction is suggested to adopt the following four principles:

　　1. Enjoy the fun of rational travel

　　Rationality makes tourism return to the origin of happiness. In the era of mass tourism, the demand for tourism has increased rapidly, and it broke out again during holidays, forming a tidal wave of passenger flow. Visitors should have a clear understanding of the impact of peak passenger flow on personal experience and be rational when participating in holiday travel. Before traveling, we should put an end to the mentality of comparison, enjoyment and perfection, and choose reasonable routes and products. During the journey, we should be rational and optimistic, not blindly pursue the maximization of personal travel, and reserve reasonable experience space for others. When encountering unintentional bumps, crowded queues, taking pictures and grabbing pictures, we should maintain courtesy and restraint. When you feel irritable and angry during the journey, you can focus on the distant scenery and let your mind calm down.

　　2. Don’t worry about going out at the wrong peak

　　Traveling at the wrong peak will effectively improve the travel experience. First, the peak time is wrong. Most domestic popular tourist destinations show a trend of "high in the middle and low at both ends". Arranging a short trip two days before or the last day of the holiday will alleviate the travel congestion. For example, if you go to an expected popular area, you can arrange a trip the day before the holiday. The second is the peak traffic. Near the holiday, local traffic departments will issue road network tips to predict and monitor road congestion, so that the majority of self-driving tourists can pay attention to it and choose driving routes scientifically. For long-distance travel, the railway and civil aviation routes to large cities a few days before the holiday and to small and medium-sized cities in the next few days are relatively loose, which can avoid the peak passenger traffic.

　　3. Get cold and avoid heat to enjoy the beautiful scenery

　　Some emerging tourist routes and destinations have not received much attention, and some popular tourist routes and destinations have entered the relatively off-season. Choosing to go during holidays will greatly improve the quality of tourism and enrich the connotation of travel. For the convenience of tourists, some provincial (city, district) tourism authorities have compiled a list of unpopular tourist routes and destination keywords for reference according to the holiday tourism situation in the same period over the years.

　　4. It’s more leisurely to travel long distances.

　　Take a vacation to a distant place and enjoy a unique holiday. On-the-job staff tourists who usually have insufficient discretionary time can negotiate with their units, combine paid annual leave with National Day holiday, Mid-Autumn Festival holiday and weekend holiday to form a long holiday, and choose a longer and farther travel destination or a unique in-depth travel route to avoid peak passenger flow and enhance the travel experience.

　　The Tourism Bureau issued holiday travel tips to remind tourists of the following precautions:

　　1. Have a pleasant journey and don’t forget safety.Pay attention to the weather changes at the destination, and make preparations for wind, lightning and rain. Pay attention to traffic safety, check vehicles in advance to avoid failure on the way. Pay attention to food safety, eat fresh food and stay away from unusual ingredients. Pay attention to property safety, separate property and put your backpack in front of you. Pay attention to personal safety and don’t blindly participate in high-risk tourism projects. Before traveling, buy a travel accident insurance for yourself and your family.

　　2. Travel all the way with civilization.When traveling, everyone should be a follower, supervisor and advocate of civilized tourism. Abide by the laws and regulations, public order and social morality of tourist destinations. Respect local customs, cultural traditions and religious beliefs. Cherish the natural environment, do not litter, and do not harm vegetation. Protect cultural relics, don’t graffiti on buildings, and don’t carve words in scenic spots. Pay attention to being polite, respectful and helpful. Advocate healthy entertainment and resist feudal superstitions.

　　3. Beware of infringement and reasonable rights protection.Tourists should establish a sense of rights and reasonably safeguard their legitimate rights and interests. Choose a regular travel agent and pay attention to check whether the travel agent has business qualifications. Sign a standardized tourism contract uniformly printed by local tourism authorities, and carefully check the terms. Remember that you have the right to know and choose about the arrangement of shopping and other paid activities, and refuse to force consumption or bundle consumption. When spending, you should ask for an invoice. No matter whether you participate in shopping, accommodation, sightseeing, entertainment and other activities, the invoice is the only proof of payment. When infringement is suspected, we should rely on all kinds of appeal channels to defend our rights reasonably and legally, and should never assert our rights and interests without restrictions or take excessive rights protection actions.

　　4.12301 Intimate guardian waiting to talk.12301 is a national tourism service hotline, which provides tourism services for tourists and enhances their travel experience through all-media interaction. You can call 12301 for help when you need to consult on tourism matters, complain about tourism rights protection, and need rescue in case of tourism emergency. If it is inconvenient to defend rights during the trip, you can keep relevant evidence and seek a solution after returning.

According to the survey, the average life expectancy of women is 5-10 years longer than that of men, but the life expectancy gap is gradually narrowing. The reason why women will lose their original health advantages is closely related to bad habits in daily life, especially the following four points will erode women’s health.

1. Decreased activity

Now is a society where men and women are equal. Housework is not limited to women. Women spend less time doing housework, and their activities are also reduced. Coupled with a heavy-flavored diet such as high calorie and high fat, it will cause obesity, especially abdominal obesity, thus increasing the risk of chronic diseases such as coronary heart disease, type 2 diabetes and fatty liver.

2. Bad hobbies

Smoking and alcoholism are no longer exclusive to men. Many women will relieve their worries by smoking and drinking. However, harmful toxic substances and alcohol in cigarettes can poison various organs and systems of the body and increase the risk of respiratory system, digestive system and cardiovascular and cerebrovascular diseases.

3, more and more strong

Nowadays, women are stronger and stronger. They are no longer always crying, coquetry or nagging as before. They keep everything in their hearts, carry things on their own, don’t know how to release pressure, and induce mental illness and digestive system diseases for a long time.

4. Too much pressure

Modern women hold up half the sky and bear no less pressure than men. While taking care of the elderly at home and raising children, they also struggle in the workplace. Because of long-term heavy pressure, endocrine disorder, reducing resistance and increasing the chance of illness.

1. Exercise more.

Women should have at least 30 minutes of moderate-intensity aerobic exercise every day, such as brisk walking, jogging, skipping rope, swimming and practicing yoga. The weekly exercise time should not be less than 4-5 days, which can promote the whole body blood circulation, improve the cardiopulmonary function, enhance the resistance, and also help to release stress and enjoy the body and mind. In addition, women must stay away from cigarettes and second-hand smoke and refuse to drink alcoholic beverages.

2. Reasonable supplementation of calcium and iron

Under the premise of ensuring a balanced nutrition, iron and calcium should be properly supplemented. Because women face menstrual blood loss every month, they should eat more iron-containing foods, such as animal viscera, animal blood and various lean meats. In addition, eat more calcium-containing milk, eggs, beans, bean products, green leafy vegetables and shrimp skin, and ensure that you drink 200 ~ 300ml of milk every day, get proper sunshine, promote calcium absorption and delay osteoporosis.

3. Adjust your mood

Arrange work and rest reasonably, and coordinate the relationship between career and family. You can’t overdraw your physical strength and energy, so that you can combine work and rest; Face everything with a positive and optimistic attitude, eliminate bad emotions such as anxiety and fear in time, not pursue perfection in everything, and vent your emotions by talking to others, having a good cry or exercising.

Tips

After entering the age of 30, women should have a comprehensive physical examination at least once a year. In addition to regular monitoring of blood pressure, blood sugar, blood lipid and weight, they should also be screened for HPV and TCT regularly. After the age of 35, do mammography or breast B-ultrasound examination once a year; Regular monitoring of estrogen after the age of 45. In addition, women should adjust their diet structure, eat more fresh vegetables, fruits and whole grains, and eat 7-8 minutes full for each meal, not overeating or wolfing down; Keep a regular schedule and quit the bad habit of staying up late.

The online manuscript of family doctor shall not be reproduced without authorization.

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

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

1. 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