Rain WaterAs the second of the twenty-four solar terms, it marks the beginning of awakening nature from the deep sleep in winter. With the gradual warming of the temperature, the ice and snow began to melt and the precipitation increased day by day, so it was named "rain". The ancient book Yizhoushu recorded in detail the phenological changes after solar terms such as "Hongyan Lai" and "Vegetation Germination".

　　During the rain, the metabolism of the human body is becoming more and more active, and the yang begins to rise, which will lead to the emptiness of some people, especially children, and may show physical weakness.

　　Therefore, there are rainy seasons."A hundred herbs come back to life, and all diseases are prone to occur."The characteristics of. During this period, people can follow the principle of "nourishing yang in spring and summer, invigorating spleen and eliminating dampness" to prevent and treat diseases.

　　In this season, how to adjust diet, routine and exercise habits can achieve the purpose of nourishing yang and strengthening spleen, eliminating dampness and preventing diseases?Sun Yixian Memorial Hospital of Sun Yat-sen UniversityDirector and deputy chief physician of medical acupuncture specialtyYi WeiminWill combine the theory of traditional Chinese medicine and many years of clinical experience for everyone.

　　01 spring cover to prevent "cold in spring"

　　In rainy season, the climate is changeable, and there is often a serious phenomenon of "late spring cold"."On the news of taking pictures" said: "The weather in spring is cold and warm, so you can’t take off your cotton-padded clothes. The old people are weak and weak, and the air is cold and easy to hurt the film. When you are ready, it is easy to warm up, and you can’t go violently."

　　This means that in spring, you should not take off your thick clothes too early, but increase or decrease your clothes as the temperature fluctuates.Especially for the elderly, it is particularly important to pay attention to keeping warm. There is also a folk saying that "spring covers autumn and freezes, and no miscellaneous diseases are born", which emphasizes the importance of maintaining proper warmth in spring. It can be seen that in the chilly spring season, we still need to wear more clothes and cover them properly, which is not only to meet the needs of yang, but also to resist evil and prevent diseases.

　　So, how and where should spring cover?Lao Lao Heng Yan tells us the answer: "Spring is freezing and half a pan, the lower body is too warm, and the upper body is slightly reduced, so it nourishes the yang." Similarly, Sun Simiao, a medical sage, also advocated that clothes should be "thick under and thin on" in spring. For those who suffer from joint pain, the importance of spring covering is self-evident.More attention should be paid to the warmth of joints such as shoulders, waist and legs to prevent diseases caused by the invasion of cold and dampness.

　　02 when the liver is strong and the spleen is weak, it should be reconciled

　　Spring corresponds to the liver, and the liver qi is vigorous and rising, which makes people refreshed. However, if the hair rises excessively, it may lead to bad symptoms such as blushing, irritability, impatience and irritability; On the other hand, if the liver qi stagnates, it will lead people to fall into depression and depression. Therefore,In spring, nourishing and regulating the liver becomes the core of health care.

　　The rise and stagnation of liver qi are closely related to personal emotions. Maintaining optimism and peace of mind is not only excessive but also not stagnation to ensure the rise and stagnation of liver qi. In addition, according to the five elements theory of traditional Chinese medicine, the liver blocks the spleen, and the liver is prosperous and the spleen is weak in spring. Spleen weakness may affect the normal operation of digestive system, leading to abdominal distension, abdominal pain and other uncomfortable symptoms.Therefore, in the rainy season, the diet should pay attention to invigorating the spleen.

　　Sweet food has the effect of invigorating the spleen, while sour food enters the liver, and its sexual convergence. Excessive consumption is not conducive to the growth of yang in spring and the release of liver qi, and even makes the already prosperous liver qi more prosperous, causing greater harm to the spleen and stomach.

　　Therefore, the diet in rainy season should follow the principle of "saving acid and increasing sweetness to nourish spleen". Appropriate intake of sweet food, such asChinese yam, jujube, carrot, taro, sweet potato, potato, pumpkin, longan and chestnut.At the same time, reduce the intake of sour food, such as dark plum and sour plum.

　　Besides,Avoid eating too much cold and greasy things.To protect the spleen and stomach yang. Porridge is a digestible food, and the porridge cooked with the above ingredients has a good effect on harmonizing the spleen and stomach and nourishing the body.

　　In the rainy season, the climate gradually warms up, but it is windy and dry, and the skin, mouth and tongue are often dry, and the lips are chapped. Therefore, it should beIncrease the intake of fresh vegetables and juicy fruits., in order to supplement human body water and nourish yin and body fluid.

　　03 emotional management does not ignore

　　Attention should be paid to emotional health care in rain and solar terms. Because the weather is changeable, people’s mood is easy to fluctuate, which leads to mental depression and constant worries, which has a great negative impact on physical and mental health. Especially for people with chronic diseases such as hypertension, heart disease and asthma, this effect is more obvious. Chinese medicine believes that worry hurts the spleen. In other words, excessive anxiety will damage the spleen and stomach, leading to dysfunction of the spleen and stomach.

　　For example, if you have an argument or other unpleasant things before eating, you will often feel "full of gas". If you force yourself to eat at this time, you will probably have symptoms such as nausea and vomiting.Because depressed and negative emotions will inhibit the central nervous system and excite the sympathetic nerves.In turn, it leads to a decrease in the secretion of various digestive juices and a disorder of muscle activity in the digestive system, thereby reducing appetite and causing symptoms such as nausea and vomiting.

　　Therefore,Rainy season. We should actively adjust our mentality, keep our mood calm, cheerful and open-minded, and be kind to others.When things go wrong, don’t get bogged down and get rid of negative emotions in time. The liver likes smoothness.And depression, only by maintaining a calm state, can make the liver qi stable and the spleen and stomach calm.

　　04 When the weather is sunny, go to bed late and get up early.

　　During this period, the days are quietly lengthened, while the nights are gradually shortened. In order to conform to the natural rhythm changes, people should adjust their work and rest, appropriately shorten the length of sleep, go to bed late and get up early, so as to facilitate the growth of yang.Specifically, it is suggested to fall asleep before 11 o’clock every night and wake up before 7 o’clock in the morning to welcome the new day.

　　At the time of spring birth, it is the time when shaoyang is born, and the gallbladder belongs to shaoyang and is connected with the liver. According to the meridian theory of traditional Chinese medicine, the gallbladder meridian runs on both sides of the head, so you can comb both sides of the head with a comb every day, and by evacuating the gallbladder meridian, you can reach the yang qi and follow the trend of hair growth. This method of keeping in good health, just as the theory of keeping in good health said: "In spring and March, comb your hair one or two hundred times every morning, and you will live a long life."Through simple grooming, you can promote health and prolong life.

　　05 Chunyang Shengfayi Exercise

　　After winter’s silence and dormancy, the arrival of rain and solar terms marks the arrival of vibrant spring.At this time, everything on the earth is reviving, which is a good time for outdoor exercise.

　　The human body should follow the natural rhythm and actively participate in outdoor activities, such asWalking, jogging, playing Tai Ji Chuan and other light sports., make the body and mind into nature. Through soothing exercise to mobilize the yang of the human body and adjust the mood. There is a saying in "On the News of Photographing Life": "When the spring is harmonious, you should look at the garden pavilions and empty places, and use your arms to stay in the air, so as to be angry and not to sit upright, so as to be depressed." This statement just emphasizes the importance of outdoor sports in spring.

　　howeverAttention should also be paid to the control of exercise intensity during exercise.. Excessive exercise will lead to excessive consumption of qi in the body, which will weaken the control of liver qi, make liver qi overflow and leak out, and eventually cause symptoms such as fever and excessive internal heat.

　　Source: "Guangzhou Health and Health Commission" WeChat WeChat official account

　　Faw-Volkswagen’s golf has added two new models, namely, Le Xiang Edition and Da Ren Edition, of which the official guide price of Pro280TSI Le Xiang Edition is 151,300 yuan, and the official guide price of Pro280TSI Da Ren Edition is 153,300 yuan. The two new models have been further upgraded in terms of comfort and technology configuration. At present, the official guidance price range of the eighth generation digital golf is 129.8 ~ 165.8 thousand yuan. In order to further meet the needs of consumers, FAW-Volkswagen added Golf Pro280TSI Lexiang Edition and Daren Edition, which further improved the comfort and technology configuration. Among them, Lexiang Edition was equipped with an electric seat bag, and Daren Edition was equipped with an electric seat bag and a smart interconnection bag. In addition, the purchase of any golf model also provides two digital package configurations free of charge for a limited time: digital key 2.0 and AR real navigation system (including driving recorder).

　　During the event, FAW-Volkswagen Golf upgraded the digital key 2.0 and AR real-life navigation system (including driving recorder). The digital key 2.0 can realize remote car control by mobile phone, including more than 10 practical functions, such as remote start and stop, one-button cold car hot car, remote air conditioning temperature control, remote door lock release, GPS navigation and car search, which greatly improved the convenience for users to interact with their cars. AR real-life navigation system (including driving recorder), through panoramic AR display, drivers can obtain navigation information and driving images more easily and intuitively, reduce misjudgment caused by unclear, and improve driving safety. The navigation can also be seamlessly integrated with the ADAS system of the vehicle, and provide more accurate navigation guidance and driving advice by obtaining the data of vehicle sensors in real time.

　　In terms of technological value-added, Golfers Edition is specially equipped with smart interconnection package and upgraded to a new interactive CNS3.0 intelligent car navigation infotainment system with a 10-inch touch color screen, which integrates rich infotainment functions and brings a minimalist and intelligent operation experience; Moreover, you can send navigation maps and share mobile music through the mobile APP. In addition, the instrument has also been upgraded to a 10.25-inch high-end full liquid crystal digital instrument (FPK Medium), and a car networking system with intelligent car control, intelligent navigation, intelligent voice and intelligent entertainment has been added.

　　The overall style of the interior inherits the driver-centered design concept of golf. The design of the double screen is separated from the central control area, which makes the screen form more free and the size further expanded. The strong sense of suspension generated by the independent screen forms a brand-new Floating Design framework. The full-touch control mode not only greatly enhances the technological sense of the interior, but also conforms to the humanized design, so that all the operations of the driver are within reach. Both the Golf Enjoyment Edition and the Daren Edition are equipped with electric seat bags, and the main driver’s seat has 10-way electric adjustment (with 4-way lumbar support) and memory function, in which the seat memory function can be SET by the set button or bound with the car account, so that every driver can easily enjoy convenient and personalized service.

　　Golf Enjoy Edition and Talent Edition also retain the original all-weather LED headlight design, and the luminous LED headlights cooperate with the tension shape connected with the grille to break the conventional layout form and highlight a stronger sporty atmosphere. At the same time, a large number of intelligent technologies are applied to meet the needs of users in appearance. For example, a multifunctional rearview mirror integrating electric folding, electric adjustment, heating and defrosting, and LED turn signal is adopted, which automatically folds when parking, and the passenger’s side exterior rearview mirror automatically turns over when reversing, and the downward turning position and angle can be set individually, presenting a better view for drivers and passengers. (Source: FAW-Volkswagen)

Once Guofeng Beauty is solidified into a revised copy, a concept and a face value of "changing the soup without changing the medicine", how long can consumers buy it?

Even if you haven’t bought Guofeng beauty cosmetics, you must have heard of Forbidden City makeup, Huaxizi carved lipstick, Mao Geping Guofeng series …

Following the "national tide" fever, domestic beauty brands have been rising in recent years.

According to the report of CBNData, in 2020, the growth rate of domestic brands in the beauty care industry is much higher than that of foreign brands. At the same time, during Tmall’s "Double Eleven" in 2020, domestic beauty products went to sea and increased by more than 10 times.

Many domestic beauty brands make good use of China elements to create product differences. Among them, the makeup of the Forbidden City made the "national beauty" fire out of the circle.

Even international brands are jealous to join in the fun. L ‘Oré al, Chanel, Estee Lauder, Givenchy, YSL, etc. are all playing the national beauty in the China market.

In April 2020, Wang Yifan, who "restored" China’s ancient cosmetics, was in Hangzhou, Zhejiang. /vision china

However, if you play too many routines, aesthetic fatigue is inevitable. After the makeup of the Forbidden City and the Summer Palace, netizens ridiculed that "Tiantan lipstick is ready to go", "Great Wall eye shadow is gearing up" and "Xiangshan socks are stepping up production".

Once Guofeng Beauty is solidified into a revised copy, a concept and a face value, how long can consumers buy it?

Beauty cosmetics are rubbing against the national style.

The Forbidden City Wenchuang, which was raging around, set off a wave of national marketing as soon as it entered the beauty industry.

Take the Forbidden City Taobao as an example. In 2018, it launched "Floating Sky, Canghai, Forbidden City Crane Series" and "Dark Night Streamer, Forbidden City Mother-of-pearl Series" (hereinafter referred to as "Crane Series" and "Mother-of-pearl Series" respectively).

In terms of design elements, these two series of items include their designs, which are from different collections of cultural relics in the Forbidden City. For example, the design inspiration of the mother-of-pearl series comes from the "Mother-of-pearl Hua Niaowen Bed with Black Paint" in the Palace Museum.

In terms of name, the mouth red number of the crane series is added with three major colors: "Palace Wall Red", "Lang Yaohong" and "carmine". According to the sales data of Taobao in 2018, this new gameplay made the Xianhe series lipstick sell 80,000 pieces on the day of "Double Twelve".

On September 6, 2020, Beijing, the cultural service area of the 2020 Service Trade Fair, the Forbidden City lipstick was launched by the Forbidden City. /people’s vision

Such a marketable idea soon attracted a group of followers.

M.A.C, who is good at "copying homework", immediately launched the "New Year Limited Series" jointly with the Forbidden City. Not only international brands, but also Xie Fuchun, one of the founders of Guofeng beauty brand, refused to accept the old age and jointly launched the "ancient perfume" with the Forbidden City.

Other "students" can’t sit still, so they join hands with other cultural and creative IPS. The most representative is the joint make-up of Kating and the Summer Palace, which is called "A Hundred Birds Face the Phoenix". The Summer Palace co-branded makeup was once a hot spot in the Forbidden City makeup: who is the official lipstick?

Kazilan asked Dunhuang Museum for a co-branded makeup, and L ‘Oré al asked China National Museum for a co-branded lipstick. Finding a joint name of the museum has become the standard of the hot spot of the national wind for a time.

We don’t engage in co-branded Huaxizi, but take the opportunity to bring out "carved lipstick", that is, we present ancient elements on lipstick with the ancient embossed process of re-engraving.

Other brands that don’t engage in co-branding have also racked their brains to find China elements to launch their own national beauty series. When the brand Hua, a new domestic product, knew about it, she gave the six blush colors of the new series names such as "slow voice", "qingpingle", "fairy", "recalling the youth", "Sauvignon Blanc" and "seeing each other".

European and American brands are also in line with the Chinese style: Armani produced a simple and rude limited high-gloss powder for the Year of the Dog, Givenchy produced a limited edition cosmetics for the Year of the Monkey, and Chanel once again launched an oriental screen series of cosmetics.

In fact, it is not new to play with national beauty. The master is here to play Guofeng Beauty Makeup-Dai Chunlin, who has been in existence since the Ming Dynasty, and Xie Fuchun, who inherited the tradition of Yangzhou powder in the Ming and Qing Dynasties, are the two founders of Guofeng Beauty Makeup.

On August 22, 2017, in Changzhou, Jiangsu Province, citizens passed the Chinese time-honored brand Xie Fuchun Cosmetics Commercial Retail Store. /vision china

Duck egg powder, which ancient celebrities competed for, has always been the top product of Dai Chunlin and Xie Fuchun. Rouge, as the overlord of ancient makeup, and the thrush tool "snail Dai" favored by ancient nobles are also the star products of these two companies.

The classic four-piece set of Xie Fuchun Town Store is rouge, powder, hair oil and fragrant parts. The royal makeup series of Dai Chunlin Palace, which became famous in the Ming and Qing Dynasties, continues to this day; Dai Chunlin also launched a Dream of Red Mansions, a series of twelve women in Jinling.

Things will develop in the opposite direction when they become extreme.

It didn’t take long for Guofeng beauty cosmetics to be lively, and the problem came.

The landmark event is that the Forbidden City makeup is in a crisis of production suspension. In January 2019, the Forbidden City Taobao issued an official statement: the original series of makeup of the Forbidden City Taobao still has a lot of room for improvement from appearance to quality, and decided to stop production across the board.

At this time, it was less than a month before Taobao, the Forbidden City, launched makeup.

The rush to stop production is directly related to insufficient production capacity. According to national business daily, a few days after Taobao put on make-up in the Forbidden City, some consumers reported that the products that had been purchased before were refunded. The customer service responded that the pre-sale quantity of makeup has reached the production capacity saturation, so the pre-sale is suspended.

However, the most fundamental reason is the poor quality of the products. Weibo, the official Taobao official of the Forbidden City, responded to the shutdown event, saying that "the lipstick appearance feedback is not high enough, and there is room for improvement in the smoothness and color of the paste. Eye shadow pearlescent particles are not fine enough, and some colors have flying powder phenomenon. Blush, pink, and orange are acceptable. The practicality of the emerald blue is not good. "

To put it bluntly, the creativity of Guofeng beauty cosmetics is good, but it is not easy to cooperate with the production end.

The "2020 Domestic Makeup Market Research Report" released by Yiou think tank and Tmall Beauty (hereinafter referred to as "Yiou 2020 Domestic Makeup Report") points out that low-price competition and high marketing expenses restrict the investment in product research and development. In order to enter the market quickly, most domestic make-up brands rely on OEM production. This has led to a situation that a foundry works for multiple brands at the same time and the products of different brands converge.

The report also pointed out that due to the low barriers to entry in the beauty industry, brands without independent product design and innovation capabilities are keen to copy or imitate popular categories and styles, and then sell them at lower prices, further intensifying competition in the same category and depressing overall industry profits.

National business daily once reported that Hua Xizi officially released the recruitment information of "high-paid anti-counterfeiting officials" to the outside world in March 2020. After only one month (June), the anti-counterfeiting officer complained about nearly 2,000 fake information on various e-commerce platforms and prosecuted more than 300 cases.

From the perspective of consumption, many European and American brands’ "Chinese style restrictions" have been repeatedly ridiculed. Armani’s limited high-gloss powder in the Year of the Dog was ridiculed as "the biggest killer in the beauty industry". Givenchy’s limited make-up in the Year of the Monkey also caused netizens to ask: "Do European and American big names have any misunderstandings about Chinese style?"

Moreover, the common routines such as changing the copy, putting together the concept, and spelling the face value are much more played, which is also easy to cause aesthetic fatigue. If there is no more core product innovation, the enthusiasm of consumers will be difficult to sustain.

In contrast, the century-old brand of neighboring Japan, excellent product strength is fundamental.

Shiseido in Japan, the brand name comes from the Book of Changes. Shiseido’s brand symbol "Toona sinensis", that is, a gorgeous and elegant camellia, symbolizes the Japanese cultural tradition of appreciating nature. The treasure of its town store is a product with real vitality for a hundred years, such as EUDERMINE red honey dew lotion developed on the basis of western pharmaceutical prescriptions in 1890.

Difficult to be high-end

"Big-name flat replacement", that is, a cheap substitute for big names, is the key for some domestic beauty brands to rely on the national wind elements.

Imagine, if the price of the Forbidden City Xianhe series lipstick is not within 150 yuan, but 300-500 yuan, will it still sell so well? In the long run, if you want to be stable and strong in the whole market, it is almost a consensus of domestic beauty brands to hit the high end.

Forbidden City lipstick. /vision china

This is because there is a "1 billion curse" in new consumer brands, that is, when the brand grows to an annual sales of 1 billion yuan, it will encounter growth bottlenecks. If we don’t transform at this time, once the traffic dividend fails, the profit model of the whole enterprise will collapse. It is at this stage that the perfect diary vigorously promotes the transformation of the brand to "high-end".

On the one hand, Perfect Diary invited Zhou Xun and Poke Ye (Troye Sivan) as brand spokespersons; On the other hand, the perfect diary quickly laid offline stores. By September 2020, Perfect Diary had opened 200 stores in just 20 months.

Yiou 2020 Domestic Makeup Report also pointed out: Some insiders believe that domestic make-up is not high-end because "I dare not try, I dare not invest, I am afraid of failure, and I am afraid that the loss will outweigh the gain". On the one hand, domestic cosmetics that lack brand accumulation have to maintain sales at low prices; On the other hand, weak profits and lack of talents make it impossible for domestic cosmetics to further develop and innovate and differentiate products and brands.

However, even if the intensity of burning money is well-known in the industry, what kind of answer sheet can the perfect diary hand over in the high-end impact? Perhaps, everything has just begun.

On April 18th, 2021, Beijing Guangqu Road Business Circle, Heshenghui Shopping Center, Zhou Xun endorsed the PERFECT DIARY perfect diary beauty cosmetics chain store. /vision china

Mao Geping, another representative of the impact on high-end domestic products, has been positioned in high-end domestic cosmetics from the beginning. In addition to the big IP of founder Mao Geping, it also cooperated with the Forbidden City to produce a three-season makeup series. Even if it is praised by netizens as "the subversion of the value of Guofeng beauty", from the sales data, the joint makeup of the Forbidden City is far less than before.

After all, the price of the third season’s "rockhopper gold-plated stunning lipstick" jointly issued by the Forbidden City in Mao Geping reached 560 yuan. To fight the big names in Europe and America in this price range, it seems that the joint name of the Forbidden City in Mao Geping is not enough to rely on the IP of the Forbidden City and the beautiful face value.

In the high-end development of the brand, Shiseido in Japan provides another example.

According to the research report of Guojin Securities, Shiseido adheres to the strategy of "high-end priority" and gathers resources to high-end brands at the brand end; At the research and development end, many research results of "whitening", "sun protection" and "anti-wrinkle" have been created; On the channel side, let its high-end brands seize the most luxurious location; On the marketing side, Shiseido has always led the Japanese advertising design community; On the supply chain side, Shiseido’s global layout has achieved efficient production.

To this day, Shiseido is constantly updating its market strategy to keep up with the changes in the consumer market.

For the growing domestic beauty brands, there is still a long way to go to high-end and even globalization.

Author | Shu Shaohuan

Typesetting | Zhen mi Li

Original title | Antique cosmetics: After the "national wind fever" is on fire, what should beauty do next?

First published in issue 589 of New Weekly.

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