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1905 movie network news Adapted from Liu Cixin’s original work, the adventure sci-fi film directed by Frant Gwo has recently exposed a preview of the film again. This 30-second preview, the patch was filed for release on July 5 due to the explosion of word of mouth. The picture in the preview shows Jason Wu as an astronaut, performing a mission on the space station with his Russian companion. It is understood that The Wandering Earth is the first collaboration between directors Jason Wu and Frant Gwo, and this help also proves that Jason Wu is full of confidence in the new genre of China science fiction movies.

The Wandering Earth has previously exposed two previews of the patch, which are expected to be officially released in 2018.

　

30-second patch exposes more stories 　Even the space station is "Made in China"

The film The Wandering Earth, as a new type of China sci-fi movies, has attracted much attention since the shooting. From the exposure of the 30-second concept patch preview of the first patch, it has attracted the attention of many sci-fi fans and Liu Cixin novel fans. Although the preview of the second patch was only 15 seconds, the scene of a group of people wearing "exoskeletons" opening the door in the snow and snow made the audience feel the texture of a film. This time, with the official release of Dying to Survive, the information of actors and main scenes appeared in the third patch preview for the first time.

At the beginning of the trailer, accompanied by the words "adaptation of Liu Cixin’s novel of the same name", there were alarm sounds one after another. Then, the space station of "Made in China" appeared in front of the audience. Jason Wu in a spacesuit and his Russian companion walked to the cabin door of the space station together. Their dialogue and camera switching actually brought out a sense of humor. With the panic tone of the Russian astronauts, Jason Wu firmly pressed the operating lever … … The preview came to an abrupt end here, leaving the audience with endless suspense. The final freeze-frame picture shows the frozen earth marching in the universe, and the four characters "Take a risk" also set the tone for the film’s style.

Readers who have read the novel know that The Wandering Earth tells us that the earth is experiencing a crisis that affects all mankind, so human beings have to start the "Wandering Earth Plan" to save themselves tenaciously and take risks. Attentive fans have found in the preview of this third patch that Jason Wu’s spacesuit not only has the national flag of China, but also has the logo with the earth symbol, which means that this rescue plan will be the collective action of the whole mankind.

　

I was moved to tears when I read the script. 　Wu Jing is willing to contribute to the new type of science fiction movies in China.

In this preview, Jason Wu’s lines are simple and neat, and compared with Russian astronauts, his role is determined and courageous. Even in the face of the crisis, the adventurous spirit is quite in line with the temperament of the film. In the eyes of most audiences, Jason Wu is either a kung fu master or an iron soldier, and this astronaut image brings us great freshness. Jason Wu himself attached great importance to this role. As early as during the filming, he couldn’t help posting photos on Weibo twice to share his experience of playing the "astronaut" for the first time.

At the Qingdao Cinema Promotion Conference in April this year, Jason Wu also talked about why he participated in The Wandering Earth. He said that after reading the script, he was moved by the characters, stories, scenes, and this unprecedented human adventure. "I cried and recognized the film from my heart." After joining the group, Jason Wu saw the sleepless working state of director Frant Gwo and the team: "This time, I seem to see my shadow in him (Frant Gwo), and I am obsessed with my favorite career, even if it is called every day. When the ground is not working, I will silently support it while collapsing."

For China science fiction movies, Jason Wu also has his own understanding. There were no outstanding sci-fi works in China movies before, but the appearance of The Wandering Earth, Jason Wu thought it was an opportunity for himself and also an opportunity for China sci-fi movies. Even though many people around him said that he was "adventurous" in The Wandering Earth, Jason Wu finally insisted on his choice and made a modest contribution to the new genre of China films.

　

Management is more important than creation. 　Guo Fan made China’s sci-fi movies in the way of Chinese.

The Wandering Earth officially started shooting last May, and the film preparation took three years. At present, The Wandering Earth is in intensive post-production. During this year’s Shanghai Film Festival, director Frant Gwo participated in two forums and shared the process of "exploring the industrialization of China films" during his filming of The Wandering Earth.

In the view of director Frant Gwo, sci-fi movies are the products of the pyramid of industrial movies, while the industrialization of China sci-fi movies and China movies are both in the initial stage, and there is no matching industrialization process as the guarantee of creation, especially the lack of management awareness and management means. In the production process of The Wandering Earth, he personally felt that for sci-fi movies, the creation should focus on the preparatory stage and post-production stage, and in the shooting stage, management (similar to enterprise management) is the core. In the past, improvisation, instinctive creation or passionate creation, which often appeared in the film shooting stage, are basically not applicable in the process of science fiction film shooting.

The Wandering Earth has done a lot of work during the preparatory period, which provides a strong guarantee for the shooting stage, such as introducing VR mirror technology to assist the art scene setting. Before shooting, the team produced more than 8,000 frames of mirrors, more than 30 minutes of PreViz (dynamic preview), detailed production process and shooting scheme, as well as overall planning and notice sheets based on the lens, etc. All these industrial processes were explored and prepared to minimize the waste of costs and improve work efficiency.

In addition, Frant Gwo stressed: China’s sci-fi movies must be China’s in cultural core and aesthetic presentation, so that the audience will agree and resonate. He led the team to revise The Wandering Earth’s synopsis, breakout and script several times, striving to show China’s humanistic temperament in the core of the story, the feelings of the characters in the story, the way of thinking, the behavior pattern and even the world outlook. The Wandering Earth has been pursuing to create China’s own sci-fi movies in the way of Chinese.

    International Online auto channel News: Excellent off-road capability and strong passability, the most prominent product characteristics of hard-core off-road products are obviously not just needed in the consumer market. Considering the rough style of hard-core off-road and the "informality" in comfort configuration, it is destined that they are the technical products of minority off-road enthusiasts and are active in a small circle with limited radius.

Tank 300

    WEY Tank 300 is like a huge rock that has been put into the niche hard-core off-road market. The achievement of pre-sale orders exceeding 10,000 in 20 days reflects the trend that Tank 300 has continued to become popular since its debut. More consumers who are on the sidelines and the whole industry are also paying attention to the last suspense left by Tank 300 — — Price. On December 17th, WEY Tank 300 unveiled the final suspense. The prices of three pre-listed models: Explorer, Challenger and Conqueror were 175,800 yuan, 195,800 yuan and 213,800 yuan respectively. The excellent mechanical quality of the products, the luxury concept followed by the brand, and the WEY tank 300 with both off-road capability and luxury attributes have officially opened the road of "breaking the circle" with moving prices.

Tank 300

    "No gender difference" full coverage

    The main car buyers of traditional hard-core off-road products are relatively concentrated in men. According to the official statement, the proportion of female users in the existing pre-sale orders of WEY Tank 300 has reached 30%, which not only opened the pre-sale in the form of "Goddess Special" before, but also established the Tank 300 Women’s Club after the official listing. Obviously, in addition to the off-road nature of the product, the sense of design fashion and luxury of the tank 300 greatly expanded the product audience, which of course benefited from WEY’s successful product marketing strategy for the tank 300.

Tank 300

    At the launch conference of Tank 300, Mr. Li Ruifeng, Senior Vice President of Great Wall Motor, CMO of WEY brand, stated: "At present, among more than 260 dealers of Tank 300 in WEY brand nationwide, only 50-60 dealers have exhibition cars, and even fewer dealers are equipped with test cars, so many orders for Tank 300 with more than 10,000 vehicles at present are under the condition that users have not seen the cars and tried them ‘ Close your eyes ’ Ordered. "

Tank 300

    This kind of enthusiasm, which is close to "blind ordering", is not only the good reputation created by WEY brand before, but also the success of Tank 300 "Ecosphere". Under the strategy of "co-creation by users", Tank 300 builds the whole link of automobile life around the whole life cycle of users, providing users with richer experiences and higher-value services, and truly making friends with users by building a multi-dimensional and complete car travel ecology.

    Full care of "iron man’s tenderness"

    According to the standard of hard-core off-road products, the answer sheet of Tank 300 can be called perfect score. The standard compact SUV size (length, width and height are 4760/1930/1903mm and wheelbase is 2750mm respectively) is obviously not won by "body shape". The square shape conveys the most classic off-road vehicle design elements, a large number of straight lines outline a full sense of strength, and the circular headlights also transmit a pure retro atmosphere. The sense of science and technology created by the interior screen and the exquisite color matching materials also show the exquisiteness rarely seen in hard-core off-road. If the exterior design of the tank 300 is a standard tough guy, then the atmosphere inside the car gives people a lot of warmth.

Tank 300

    In terms of the mechanical quality that hardcore off-road products value most, the tank 300 can definitely be called a powerful core. The non-loaded body is equipped with quasi-"three locks", the departure angle of 33 approach angle and 34, and the original wading depth of 700 mm. Combining the functions of crawling mode, tank steering and chassis perspective, the power combination of the 2.0T+8AT gearbox is consistent with that of Haval H9, the most famous hardcore SUV under Great Wall Motor. On the premise of sharing technology, the smaller body size of tank 300 will undoubtedly have more operational space in the process of cross-country crossing.

    On the other hand, in terms of active and passive safety, Tank 300 demonstrates the advantages of the product when driving on urban roads. L2-level automatic driving assistance functions integrate full-speed ACC intelligent adaptive cruise, LKA lane keeping, AEB automatic emergency braking, TST traffic sign automatic identification, RPA remote parking, BSD omni-directional blind area monitoring and other functions. Compared with the traditional hard-core off-road products, the convenience and safety of the tank 300 when commuting in the city will make drivers more useful.

Tank 300 interior

    Competitiveness analysis:

    For WEY brand, the importance of Tank 300 is self-evident. Within more than four years since the brand was established, the VV5, VV6 and VV7 models launched by WEY brand mainly focus on the urban SUV market. Although they have achieved the gap with Harvard in terms of design, configuration and quality, the three products are slightly homogeneous. Tank 300 has not only realized the obvious difference from the same brand in design language, but also directly entered a new market segment in product positioning, which is an important exploration for WEY brand.

Tank 300

    For the market, the number of hard-core off-road products launched by independent brands is rare compared with numerous urban SUVs. The competitive environment faced by tank 300 is relatively relaxed. Combined with the unique characteristics of the products and the luxury endorsement of WEY brand, there is no direct competitor in the same price segment. The initial market fever reaction also confirms the "scarcity" of tank 300 in the market. And with the upgrading of emission regulations this year, many joint venture brands and imported hard-core off-road products have been delisted, and the supply of hard-core off-road products in the market is tight, which directly leads to the price increase in the terminal market and highlights the price advantage of tank 300.

    Combined with reasonable pricing and compatible positioning, the competitiveness of WEY tank 300 will continue to show. From a more far-reaching perspective, the tank 300 with more product characteristics has the ability to form a unique product culture and become an important footnote in the development track of WEY brand and even Great Wall Motor. (Author: Huang Yi)

　　Dengue fever is an acute insect-borne infectious disease caused by dengue virus. Dengue fever is generally not transmitted from person to person. It is mainly transmitted by the bites of Aedes albopictus (commonly known as Aedes versicolor) and Aedes aegypti. Mosquitoes suck the blood of infected people, replicate the virus in their bodies, and then spread the virus the next time they bite. The incubation period of dengue virus in human body is generally 1~14 days, mostly 5~9 days. The incubation period in mosquitoes is 8~11 days.

　　How do you know you have dengue fever?

　　Typical symptoms of dengue fever are"High fever, three pains and three redness"+rash.

　　High fever:Sudden high fever (above 40°C);

　　Three pains:Severe headache, general joint pain, muscle aches;

　　Sanhong:Face red, neck red, chest red;

　　Rash:Congestive rash or punctate bleeding rash appears on the trunk or head and face of limbs.

　　The initial symptoms of dengue fever are similar to colds and flu, and can be distinguished from the following aspects:

　　The fever caused by dengue fever is generally a "high fever", and the body temperature can often reach 39 C or even 40 C;

　　In addition to fever, dengue fever has obvious fatigue, anorexia, nausea, etc., and is often accompanied by severe headache, orbital pain, systemic muscle pain, bone and joint pain, and may be accompanied by flushing on the face, neck and chest.

　　In addition to fever, the symptoms caused by a cold are often accompanied by "catarrh" symptoms such as stuffy nose, runny nose and cough.

　　If you have a history of traveling in dengue fever epidemic areas within 2 weeks, or if there are confirmed cases in the city where you are active, plus the above symptoms, it is very likely that you will not get the common cold or flu.

　　Symptoms of the first infection are mild.

　　Re-infection can be fatal

　　Dengue virus is divided into four serotypes. Generally speaking, most people have mild symptoms after the first infection, and they will produce immune antibodies to this serotype of dengue fever after rehabilitation.

　　Infection with another serotype of dengue virus may lead to severe illness, which may cause shock and organ failure.

　　Translate the above passage:

　　You were beaten by Brother Dengge once, and the second time you saw Brother Dengge from afar, you thought it was Brother Dengge. Thinking that you wouldn’t be beaten again, you let your guard down. I didn’t expect that Brother Dengge could directly beat you to death … …

　　So if you find that you have dengue fever, you can’t tell how many times you have it (most people can’t tell), so seek medical advice in time.

　　The fever has gone down,The condition may be more serious.

　　Some patients think that they have recovered after 3-7 days of onset and the high fever has subsided. In fact, this may be a signal that the condition is getting worse!

　　Therefore, the following "alarm" signals should be paid attention to as soon as possible:

　　Severe abdominal pain

　　Persistent vomiting

　　have bleeding gums

　　spit blood

　　tachypnea

　　Fatigue, anxiety

　　The above symptoms are signs of severe dengue fever, and you need to seek medical attention in time!

　　Don’t eat ibuprofen and aspirin indiscriminately.

　　At present, there is no specific medicine for dengue fever. The focus of treatment is to control pain with painkillers, usually acetaminophen.

　　Avoid using non-steroidal anti-inflammatory drugs such as ibuprofen and aspirin, which increase the risk of bleeding.

　　The mortality rate of typical dengue fever is less than 1%, but if it is not treated in time, it will become severe and the mortality rate will exceed 20%.

　　Therefore, no matter the severity of the illness, seek medical advice in time! Seek medical attention in time! Seek medical attention in time! Is the best way to deal with it

　　Outbound travel should be especially careful.

　　At present, the cases of dengue fever in China are mainly imported cases, so parents who plan to travel with their children in the summer should pay special attention to the following protective measures.

　　"three preparations" before going out

　　Understand the local dengue fever epidemic;

　　Prepare loose, light-colored long-sleeved clothes;

　　Prepare mosquito repellent containing DEET and DEET.

　　"Three Notices" in the Journey

　　① Pay attention to mosquito bites.

　　Apply mosquito repellent to exposed parts of the body and apply it in time according to the instructions;

　　Avoid staying in shade, grass, gazebo and other places when mosquitoes are frequent;

　　Try to stay in an environment with screens and screens, and use mosquito nets and mosquito coils when sleeping.

　　② Pay attention to mosquito breeding.

　　Clean up the indoor and outdoor water in the residence to avoid breeding mosquitoes.

　　③ Pay attention to seek medical advice in time.

　　If you have symptoms such as fever, please seek medical attention immediately.

　　"Three Attention" after Returning to China

　　Pay attention when entering the country, and report to the customs immediately if there is fever;

　　Pay attention within 14 days after returning to China. If you have fever, go to a regular hospital immediately and inform your travel history to avoid delaying your illness and causing serious illness.

　　Pay attention to removing stagnant water and mosquitoes at home to protect family health.

　　Minnan network integrates healthy Nanning and Shunde disease control

　　　　Tianjin Traffic Broadcasting was founded on January 1, 1994. It is unique among seven series stations of Tianjin People’s Broadcasting Station. It targets drivers, passengers and citizens. It is the publishing center of Tianjin information, the traffic light in the city, and the service desk for the majority of traffic participants.

　　Tianjin Traffic Broadcasting uses the digital broadcasting system with the highest level in modern China to broadcast 24 hours a day, with dual-frequency transmission (medium wave 567 kHz, FM 106.8 MHz). The listening range covers Tianjin, Beijing and most areas of Hebei, Shandong, Henan, Shanxi and Inner Mongolia. On January 1, 2004, the program of Traffic Station was greatly revised, which was dynamic and fashionable. An excellent broadcast with accompanying listening in the car. Broadcast classic programs 24 hours a day. Rolling news, timely traffic conditions, expert service, variety interaction, and lucky gifts are wonderful.

　　The listening rate of Tianjin traffic radio in the car is as high as 96.4% (which is the highest among the national traffic stations with transferred data). In the listening rate survey of thousands of households in Tianjin People’s Broadcasting Station in 2003, Tianjin’s comprehensive listening rate outside the traffic trolley also ranks first among the seven series stations of Tianjin Radio Station, with more than 2 million mobile audiences every day, locking in white-collar business consumers and unlimited business opportunities.

The Lady’s Law is on.

Directed by Li Jiangming and starring Jiang Shuying, Liu Mintao and Peng Yuchang, the urban women’s topic workplace drama "Lady’s Law" premiered on CCTV 8 on May 9, and was broadcast simultaneously on Tencent video. Taking the lawyer industry as the breakthrough point, the play tells the story of a rational and decisive female lawyer, Xu Jie (Jiang Shuying), and an empathetic female lawyer, Chen Ran (Liu Mintao), who went from conflict of ideas to mutual understanding, and finally jointly exposed the truth and pursued fairness and justice. Based on the current background of ruling the country according to law, the drama series echoes the legal focus by depicting a number of social practical problems, bringing certain enlightenment to the audience by law and life.

"Nong Hao, My Northeast Girlfriend" started.

Directed by Xia Jun and starring Ao Ziyi and Huang Cancan, the alternative youth light comedy "Nong Hao, My Northeast Girlfriend" was broadcast in iQiyi on May 10th. The strength of the play is to interpret the warm and funny love story between Shanghai teenager Yang Yishan (Aoziyi) and Northeast girl Zhao Duoduo (Huang Cancan). The drama series light happiness, love and campus youth complement each other. While showing the sweet feelings of tell it to the judge, it also shows vivid campus group images in a funny way, igniting those joyful and passionate youth energy.

The duel begins.

Directed by Zhou Linhao and starring Oho Ou and Wang Jingchun, the criminal investigation suspense drama "Duel" was launched on the video of iQiyi and Tencent on May 10th. The play tells the story of Wu Jian (Oho Ou), a member of the Criminal Investigation Detachment of the Public Security Bureau, and Wen Luyang (Wang Jingchun), a criminal investigation expert, going out hand in hand to fight to the death with vicious criminals in order to eradicate the evil forces entrenched in the county. The perfect partner of the new generation of actors and the old drama bones also makes the audience look forward to the wonderful confrontation that will be opened soon.

The night before last

Recently, directed by Zhang Jiuyuan and starring Oho Ou, Zhang Huiwen and Zhao Zhiwei, the bloody suspense drama "Eve" was officially finished.

Focusing on the era of social unrest, the play tells the story of Lin Xi (played by Oho Ou), Su Nan (played by Zhang Huiwen) and other warm-blooded young people with different identities, adhering to the ideals and beliefs of serving the country and devoting themselves to the revolutionary journey. The Night Before reveals the sacrifice and persistence of revolutionary workers and unsung heroes in that era in the face of national justice, as well as their pursuit and yearning for a bright future by writing thrilling spy war stories under special circumstances.

"Lucky at Seven o’clock" is finished

Directed by Nan Li and starring YCY and Ding Yuxi, the costume myth comedy "Lucky at Seven o’clock" has been officially announced recently. The drama series is adapted from the novel "On impulse, the Seven Worries are unlucky" by Jiu Lu Fei Xiang, and tells the story of Xiangyun (YCY), a fairy in the Moon Old Pavilion, and Chukong (Ding Yuxi), a disciple of Mao Ri Xing Jun, who were knocked down from the mortal world to experience the seven-world love robbery because of misunderstanding and conflict. The drama broke through the usual setting of three generations and three generations of Xianxia-themed works in the past, and opened up a new development direction for Xianxia drama with the sweet and abusive intertwined and unforgettable love of seven generations between the protagonists.

Official announcement of Tian Xingjian

The online drama Tian Xingjian, directed by Lou Jian and Wei Lizhou and starring michael, Maggie Huang, Liu Yuning and Pang Hanchen, was officially announced. The play tells the story of a group of people with different identities involved in a bizarre treasure hunt at the end of the late Qing Dynasty. They experienced ups and downs all the way and staged a wonderful story of blood ups and downs. At the same time, people have gradually strengthened their goals and ideals of saving the country and surviving in the magnificent and turbulent historical wave.

On the 17th, local time, Ursula von der Leyen, President of the European Commission, announced the nomination list of the new members of the European Commission at a press conference held in Strasbourg, France.

△ Ursula von der Leyen (data map)

On July 18th this year, Ursula von der Leyen was re-elected as President of the European Commission by the European Parliament. After that, she set out to form a new European Commission. According to the relevant regulations of the European Union, each member state should nominate a candidate for the European Commission. Except Ursula von der Leyen himself, all nominees must be approved by the European Parliament, questioned by the European Parliament hearing and confirmed by voting before taking office.

According to EU diplomats, at present, it is expected that the establishment of the next European Commission leadership team may be postponed until after the original early November.

In order to ensure the gender balance of the team, the list was once postponed. On September 16th, local time, Thierry Bredon, a Frenchman who is in charge of the internal market of the European Commission, announced his resignation and accused Ursula von der Leyen of "improper governance", which also made European public opinion suspect that the release of this list might be postponed again. (General Desk reporter Zhu Yuli)

Continuing the IP craze of the big screen, "Central Video" launched the new spring series live variety show of "China Poetry Meeting" on the mobile side. The five programs cut in from different perspectives, highlighting the themes of saying goodbye to the old and welcoming the new, wishing for a happy holiday, reunion, peace and prosperity, and showing the enduring charm of the excellent traditional culture of the Spring Festival through new content and cross-border upgrade.

Author: Wang Yongli

Biting candied melons, playing games, shooting arrows at toys such as red bull, hoop and lion dance … Restoring the elegant scenes of ancient literati, poets dressed in cosplay ancient poetry clubs set off a series of "poetry revelry" in China Poetry Festival.

On January 27th, 2021, CCTV’s 5G new media platform "Central Video" continued the IP craze of the big-screen "Chinese Poetry Conference" and launched the new spring series live variety show of China Poetry Conference. The program consists of five phases, which are divided into food, poetry and beauty, New Year’s Eve, travel and Spring Festival. From different perspectives, it highlights the themes of saying goodbye to the old and welcoming the new, reunion and peace, and prosperity.

As of February 8, the fifth live broadcast of "China Poetry Club" in the new spring ended, and the cumulative viewing volume in the central video App was nearly 7 million, related topics in Weibo.# China Poetry Festival # # Poems not to be missed #The reading volume exceeded 500 million.

China Poetry Festival is a joint product of Chinese Poetry Conference on mobile phones and other mobile terminals, which focuses on making "poetry" interesting and youthful. During the Spring Festival, the new spring of China Poetry Club pays attention to the festive atmosphere and timeliness of the Spring Festival. Before the Spring Festival, the program has themes such as New Year’s Eve special, Spring Festival "Thirty-six Plans", traveling with poetry clouds, and New Year’s Eve food, which on the one hand creates a happy and peaceful overall atmosphere during the Spring Festival, and on the other hand warms up the Chinese Poetry Conference broadcast during the Spring Festival.

In order to give consideration to practicality, the program group has planned a series of contents such as "Poetry for New Year" and "Poetry for Blessing". "I wish you I will mount a long wind some day and break the heavy waves, and set my cloudy sail straight and bridge the deep, deep sea", "I wish you and loud my song and deep my drink, on the green spring-day that starts me home", "I wish you a long life together", "I wish you less face when Wan Li comes back, smile, and smile with beautiful fragrance" … The profound meaning contained in China’s ancient poems has been integrated into holiday wishes. The special scene of New Year’s Eve is devoted to "I wish you+poetry", which is both beautiful and practical.

In addition to the new content, there are cross-border upgrades. In the guest lineup in the new spring, in addition to the popular players in the Chinese Poetry Conference, special guests are also invited to help out, such as Hu Wenge, a descendant of Meipai, a famous Peking Opera, and Qu Liangyuan, a descendant of the 76th generation of Qu Yuan, who read poems for you on the spot. Mr. Poetry and Xin Xiaojuan, an associate professor at Renmin University of China, explained it in simple terms and in line with the situation. For example, a poem by Zhang Weiping, a poet in the Qing Dynasty, "All kinds of flowers are arranged, only waiting for the first sound of new thunder", which just fits the festive atmosphere of welcoming the Spring Festival. The program deepens the audience’s understanding of these Chinese cultures in the immersion of the scene, and makes ancient poetry "fly into the homes of ordinary people" easily and happily.

The new spring program is based on warm red in dance beauty, with the background of Chinese-style architecture with flower-edged windows, covered with red paper-cuts, red lanterns, auspicious clouds, auspicious birds and animals, etc. It is simple and simple, and full of poetic elegance of literati festivals. In the festive atmosphere of the Spring Festival, "China Poetry Meeting" uses a younger expression in the new spring, which gives traditional culture a "new way of playing" and gives new vitality to classical poetry.

"China Poetry Festival" created a 300-hour+continuous live broadcast. The program adopts the media integration technologies such as "5G+6K" and "Virtual Reality", and takes the virtual studio as the second scene to interact with netizens in real time. The live broadcast room comprehensively uses mobile live broadcast, slow live broadcast, short video and other forms of expression, so that more netizens can stay at home and enjoy the beautiful scenery related to poetry. Among them, for the first time, the program tries to help users unlock the interactive mode of tidbits and videos, and expand the new style of production, operation and promotion of lightweight variety shows.

Considering the preferences and needs of netizens, the program enables the "direct shooting" mode, and viewers can realize the function of "only watching who" through the direct shooting channel in the live broadcast room. With the combination of "dynamic+static", the "poetry program" with traditional culture was made into a series of live variety shows with a dimension-breaking and cross-border nature. The program created a unique "poetry feast" and "poetry carnival" with netizens.

Combining classic traditional poetry with modern popular elements such as the national tide, interactive games, and the second dimension, China Poetry Fair not only pays attention to the expression of the program "youth" in the times, but also deeply digs into the traditional cultural connotation behind the poetry, showing the enduring charm of the excellent traditional culture of the Spring Festival in a more popular and popular interactive way, so that more young people can see the classic and excellent poetry and fall in love with it.

Editor | Zeng Yuheng

1 billion, has always been an important milestone in domestic beauty.

For the brand,This is not only a numerical achievement, but also an important promotion of brand recognition, influence and consumer base in the market.

Recently, the "Annual Sales List of National Cosmetics Brands" released by User said that in the past year, 28 domestic cosmetics exceeded 1 billion.(The sum of GMV of the brand in Amoy/JD.COM/Tik Tok platforms); Among them, 10 brands have exceeded 2 billion yuan, namely Polaiya, Winona, Kanshu, Nature Hall, Huaxizi, Kerfumei, Kazilan, Grain Rain, HBN and Ou Shiman.

Rotation.

In recent years, the list of domestic beauty products that have entered the "1 billion club" has been changed several times. Behind the alternation of the old and the new is also an iterative history and evolution theory of the industry.

First, the pattern: Amoy system is stable, Aauto Quicker is reduced, and Tik Tok is "star-making" in batches.

In terms of platforms, Taoxi, Tik Tok, Aauto Quicker and other platforms have different star-making capabilities.

Take Amoy as an example. From 2021 to 2023, the number of domestic beauty brands that can break through 1 billion on the Amoy platform is 8, 9 and 9 respectively, which tends to be stable.

However, the Matthew effect of beauty brands on this platform is becoming more and more obvious. From 2021 to 2023, Polaiya won the title of TOP1, a domestic beauty product, and its GMV soared from 2.718 billion yuan to 6.361 billion yuan. The GMV of TOP2 brand, which is a domestic beauty product, has also been upgraded from 2 billion to 3 billion.

At the same time, the list of 1 billion+domestic beauty products on the Taobao platform is constantly changing: in 2022 and 2023, Zhiben, Kwadi, HBN and Kerfumei are all new members.

Compared with the stable output of Amoy platform, Tik Tok’s 1 billion domestic beauty brands are "gushing out". From 2021 to 2023, the number of 1 billion+domestic beauty cosmetics in Tik Tok was 1, 4 and 9 respectively, showing a rapid upward trend.

As can be seen from the changes in the list,The pattern of beauty cosmetics in Tik Tok is gradually diversified.

First, the head beauty of domestic products broke out.In 2023, Kans climbed to the top of Tik Tok Beauty TOP1 with a GMV of 3.34 billion. In addition, Polaiya also passed the threshold of 2 billion in Tik Tok.

Second, the beauty instrument brand has made a strong breakthrough.In 2022 and 2023, the strength of Shuguang and Extremely Meng exceeded 1 billion yuan, and the GMV of Extremely Meng in 2023 was even close to 2 billion yuan.

Third, Tik Tok brand has achieved an order of magnitude jump.In 2023, Diane and Jiao Runquan were two major Tik Tok brands.(generally refers to the brand that grew up in Tik Tok)They broke through one billion in succession and became the newest members of Tik Tok’s one billion club.

Different from the strong performance of Tik Tok platform, Aauto Quicker’s "star-making" ability in the beauty sector showed a downward trend. From 2021 to 2023, the number of 1 billion+domestic beauty cosmetics in Aauto Quicker was 2, 2 and 1 respectively.

Since 2021, domestic beauty brands that have exceeded 1 billion in Aauto Quicker are fast brands.(generally refers to the brand that grew up in Aauto Quicker)And the GMV of the head brand is decreasing year by year. In 2021, Dora Doshan, a brand ranked in Aauto Quicker Beauty TOP1, had a GMV of 1.539 billion yuan in that year; By 2023, the title of Aauto Quicker Beauty TOP1 was won by Dai Laixi, and the GMV in that year was 1.131 billion yuan.

According to the comprehensive multi-platform data performance(The sum of GMV of the brand in Amoy/JD.COM/Tik Tok platforms)In 2023, a total of 28 domestic beauty products entered the 1 billion+camp. Among them, many brands are new members, such as Caitang, Skin Future, Ermu Grape, Youshiyan and so on.

Second, a great leap in channels, marketing and products

In the decades of the development of domestic beauty products, the list of entering the 1 billion camp has changed several times.

G8 brand rising from CS channel(refers to the eight domestic beauty brands that ranked first at that time), to the Amoy brand that grew from the Amoy Department, and now to the shaking brand and fast brand that quickly occupy a place, all(Zeng)It is the main force in the 1 billion domestic beauty camp.

Behind the replacement of this list is a beauty industry about channels, marketing and products.(Consumer demand)The big jump.

Channel change: from offline to online, from amoy to new e-commerce platform.

In the past 20 years, the main channel of beauty sales has shifted from offline to online. According to Euromonitor statistics, the proportion of e-commerce channel sales in the beauty and personal care industry has rapidly increased from 9.90% in 2012 to 42.30% in 2022, and it has developed into a single sales channel with the highest proportion. The proportion of sales of traditional convenience stores and supermarkets decreased from 37.50% in 2012 to 18.80% in 2022.

Under the channel reform, the ranking of head brands has also changed a lot. Take the cosmetics category as an example. From 2008 to 2022, the sales proportion of cosmetics in e-commerce channels jumped from 2% to 54%. Therefore, before 2018, Kazilan and Mary Daijia, who grew up offline, have always been the leaders of domestic makeup; In 2019 and beyond, relying on the perfect diary that grew up in online channels, Hua Xizi successfully "took over". It is worth mentioning that Kazilan, which has successfully transformed, is still ranked in the first camp of domestic cosmetics.

Marketing upgrade: from TV promotion to social media announcement, from traditional advertising to content marketing, from graphic to short video.

In the past 10 years, there have been many changes in the way beauty brands go out of the circle. More than 10 years ago, TV advertising was once the main channel of marketing and advertising for beauty brands, and many brands won the market by virtue of the title film and television variety show. A typical example is Han Hou. According to China Entrepreneur Magazine, Han Hou once won the naming rights of Jiangsu Satellite TV Happiness Theater and If You Are the One with 200 million yuan, and won the right to use the "Little Man’s Waist" for five years. At its peak, the Empress Han earned more than one billion yuan only by paying taxes a year.

Since 2016, the rise of emerging e-commerce channels and social media, such as Xiaohongshu, Tik Tok and Aauto Quicker, has led to the second explosion of the vitality of domestic brands. Puyin International Research Report pointed out that during this period, cosmetics brands used the function of "planting grass" on various platforms to let consumers know the efficacy of products in detail, and at the same time, big data push also allowed brands to reach consumers accurately. The early "betting" on the perfect diary of Xiaohongshu and HFP who got the bonus of WeChat WeChat official account were the winners of this period.

Now, with the help of short drama marketing, Kans has achieved a breakthrough in Tik Tok. According to the previous report of Cosmetics Watch, in 2023, Han Shu took the lead in launching a new type of short play, and cooperated with Tik Tok’s head short play expert @ Jiang Shiqi for five short plays, which won a total of 5 billion broadcasts, directly completing the closed loop of planting grass and buying, and driving the sales growth of the product "Red Waist Series".

Product innovation: efficacy, composition and technology become the key words to win.

A few years ago, the efficacy of most domestic beauty products was mainly based on hydrating and moisturizing. Around 2017, with the awakening of consumer awareness, the "component party" became a common practice. Run Baiyan and Kuadi, whose main characteristics are hyaluronic acid, both broke through the 1 billion mark in just four years. As the earliest and most representative brand of China constituent party, HFP came to the 1 billion camp in 2018.

Nowadays, with the increasing popularity of recombinant collagen, the most representative brand in this field, Kefumei, has also come to the 2 billion camp. According to Dongguan Securities Research Report, collagen skin care products will become the largest category of functional skin care products market in China in the future, and its market scale is expected to reach 77.5 billion yuan in 2027.　

At the same time, in the TOP20 of the annual sales list of national cosmetics brands released by User Talk, the parent companies of brands such as Polaiya, Winona, Kefumei, Dr. Ai, Run Baiyan and Quadi all have certain advantages in scientific research.

Third, who still has a chance?

On the whole, the brand’s own efforts, market changes, consumers’ choices and the support of national policies have jointly promoted the development of domestic beauty brands to a higher level.

The user said that the founder Lin Kai-kun believes that domestic beauty products that can enter the 1 billion+camp at present generally have two commonalities:First, the brand has enough popularity and time accumulation.A long time span helps brands to build deep brand power, and also allows them to accumulate loyal customers and brand value through continuous market activities and user interaction.Second, a star single product or series with strong recognition.These brands are often able to launch at least one iconic product or series, which make users pay for their unique efficacy, design or concept.

In addition to having a trump card item and enough time to precipitate, we can also see many characteristics of the brand from the list of new 1 billion+domestic beauty products.

In the view of JASON ZHANG, the founder of Xieshu Consulting and the co-founder of Pinshu, the brands that can be listed at present,It is a very good signal that not only the main market is small and beautiful, but also some brands have got rid of the low-price label.

She said that the products of these brands are built around the core target users, so they have established their own differentiation and competition barriers. For example, Grain Rain has the right to speak in the whitening market because of its technological breakthrough in glabridin; Another example is Winona, who is deeply involved in the sensitive muscle market, and is currently the king in this field; At the same time, positioning the essence of minimalist skin care also allows it to break through in the market.

"Taking history as a mirror, you can know the rise and fall." The current characteristics of head beauty brands are an important factor for their success. In the future, what kind of brands have a better chance to enter the billion-dollar camp? From a comprehensive perspective, brands that can break through need to master the following competitiveness.

First of all, there are clear categories and market positioning.

Lin Kaizhuo said that brands need to clearly locate their target markets and consumer groups, including in-depth understanding of category attributes and accurate grasp of the needs of target customers.

JASON ZHANG also believes that brands need to have a particularly clear positioning, find a small and beautiful breakthrough, and create their own product differences and core advantages in a small and beautiful track.

Secondly, strong innovation ability and adaptability.　

"Under the background of diversified consumer demand and changing market, only brands with strong innovation ability are more likely to succeed, including product innovation, marketing strategy, channel expansion and customer experience." Lin Kaizhuo said.

Thirdly, brand strength and scientific research strength are also the key words to win domestic beauty.

JASON ZHANG mentioned that brand power and marketing power are two dimensions. To some extent, marketing power is linked to sales, but brand power is more linked to popularity. Take Hermes as an example, the users of Hermes are limited, because its price filters out many consumers, but basically no one knows Hermes. Marketing power creates users/users, while brand power creates popularity. At present, domestic beauty cosmetics are facing the biggest challenge, which is the lack of brand power.

She also said that the solution ten years ago could not solve the problem ten years later. Therefore,Constantly iterative technology and constantly improving scientific research strength can help brands cross the cycle.

Note: The statistical dimension of this article only includes online platforms. At present, beauty brands that have exceeded 1 billion offline are not included in the list. The data have not been confirmed by the platform and the brand, and are for reference only.

This article comes from WeChat WeChat official account:Cosmetic observation view (id: pinguanjun), Author: Chen Qisheng

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