This training activity provides the participating teachers with an educational model that can be used for reference on how to organize outdoor sports games for children more effectively, and plays a positive role in scientifically and reasonably arranging and organizing sports games in kindergartens and standardizing all aspects of sports games in kindergartens. Teachers have said that they will create more and more fun sports games with children in the future, and truly practice the educational concept of "playing by learning" and "playing by learning".

　　Writing online novels to earn milk powder money, thinking that he wrote social novels rather than officialdom novels, has been transferred to the vice chairman of the Federation of Literary and Art Circles.

　　Text/Figure Guangzhou Daily reporter Zhang Dan

　　Zhang Bing, 46, stood in front of the reporter, glowing with the brilliance of a mature man.

　　From 2010 to 2012, for three consecutive years, under the pen name "Xiaoqiao Laoshu", he won the list of rich writers through royalties of more than one million yuan per year. In 2010 and 2011, Hou Weidong’s Notes on Officialdom was selected into the China Book Power List selected by Guangzhou Daily twice. In 2012, Notes on Hou Weidong Officialdom won the Bronze Award of the West Lake Type Literature Biennial Award jointly selected by Zhejiang Writers Association and China Literature and Art Newspaper.

　　Zhang Bing modestly told the Guangzhou Daily reporter that he was not even an "official", but a "petty official" at best. He prefers to call his novels "social novels" rather than "officialdom novels".

　　Recently, Zhang Bing is rushing around Beijing and other major cities for his new book "The Past of Bazhou". At this time, his identity is a best-selling novel writer on the Internet. And his other little-known identity is a place class cadre. Zhang Bing used to be a member and deputy director of the Municipal Garden Administration Bureau of Yongchuan District, Chongqing, and now he is a member and vice chairman of the local Federation of Literary and Art Circles.

　　On famous novels

　　Struggle is the hero’s way to success.

　　Guangzhou Daily: You are famous for Notes of Hou Weidong Officialdom. What do you think of this novel?

　　Zhang Bing: The so-called officialdom novels are classified for the purpose of sales. In essence, I feel that I am only writing a social novel. Just because the protagonist is a civil servant, the name of the novel is called "Official Notes". In fact, the characters involved in the novel are all kinds of people, including farmers, entrepreneurs, pyramid schemes and all professions.

　　Guangzhou Daily: Was there a similar novel on the Internet at that time?

　　Zhang Bing: No. At that time, many of the online "officialdom novels" were written in the way of crossing. For example, the author crossed back into the officialdom and used his later knowledge to change his fate. This is the mainstream. The novel I wrote is a purely documentary theme, without any trace of fantasy. To put it more professionally, there is no "golden finger" in the novel that changes the protagonist’s fate, and struggle is his way to success.

　　Guangzhou Daily: It is called a must-read novel for civil servants, even a "textbook". What do you think?

　　Zhang Bing: I think it’s not just a textbook for civil servants, but a textbook for all young people. Because all "shopping malls", "officialdom" and other industries have the same cultural genes, the same ideas and methods of doing things, but each has its own geographical and industrial characteristics. It solves the problems that young people encounter when they enter the job, and these problems are common.

　　On novel creation

　　It’s time to change.

　　Guangzhou Daily: There have been media reports before that you originally wrote online novels to earn money for children’s milk powder?

　　Zhang Bing: Yes. After graduating from college, my wife was assigned to Beibei District, and I was assigned to Yongchuan District. There was a two-hour drive between them. Because of the separation between the two places, she resigned and came to my side, but she lost money in business and was pregnant with a child. I was working in a government office, and my monthly salary was only 13,400 yuan. There was a child who was eating milk powder, and his wife was breastfeeding, so she couldn’t go out to work. What should I do with this income?

　　I just want to make money legally. At that time, I saw that a novel website advertised that an online writer could earn one million yuan a year writing novels, so I moved my mind to write online novels. This money is unimaginable in government agencies.

　　Guangzhou Daily: What office were you working in?

　　Zhang Bing: I was in the Political and Legal Committee, and then I went to the Bureau of Landscape Architecture. Before that, I also stayed at the grassroots level.

　　Guangzhou Daily: How much can you earn every month by writing online novels?

　　Zhang Bing: At that time, I was still at work, and I couldn’t guarantee to update my novels every day, so I didn’t subscribe much, but I still got three or four thousand yuan a month. This is much higher than my salary. I was late in writing novels, and I was older. I was 35 years old. I have never worked in writing before, but I have come into contact with a lot of people and things, and I have a certain life experience, which has become my advantage.

　　In addition, my writing experience is consistent with the development of online novels. I entered from the development stage of novel websites, when there were subscriptions online, and novels could be supported by online fees. Since then, the novel website has entered the capital stage. After a large amount of capital enters, it is accompanied by IP fever.

　　Guangzhou Daily: What was the theme of your first novel?

　　Zhang Bing: The first novel is a travel novel, which is called "Yellow Sand Wears Golden Armor in Hundreds of Battles". Later, I found that although time-travel novels were not my specialty, they were still rated as one of the more representative time-travel novels in those years.

　　The novel I wrote was in a relatively cold dynasty, and people’s understanding of this history in the late Tang Dynasty and the early Song Dynasty was not high.

　　On the Novel’s "Big Sale"

　　It’s true, not a "trick"

　　Guangzhou Daily: When did Hou Weidong’s Notes on Officialdom become popular?

　　Zhang Bing: After I wrote Notes on Hou Weidong Officialdom for a year and a half, I found that this novel has become popular. At that time, it was 2010, and the search engine would publish the search list of online novels, and "Hou Weidong" had already ranked in the top ten. It is actually a novel that changes the fate of the protagonist. Changing the fate is a problem facing many young people. If you want to survive, you must change your destiny.

　　Guangzhou Daily: Your brushwork is still very delicate.

　　Zhang Bing: My mother is a Chinese teacher. When we were young, the most annoying thing she said was that no matter where we went to play, she would definitely say, "Watch carefully and write a diary when you come back." At that time, I hated this sentence most, which made us have no fun.

　　But in retrospect, diary writing at that time still played a certain role in later novel creation.

　　Guangzhou Daily: Why do you think your novels stand out among many online novels?

　　Zhang Bing: True.

　　Because I have rich grassroots experience, the stories I write are those things that happened at the grassroots level. Everyone likes it because it is true. I didn’t judge it. I just told it out, which is relatively objective.

　　My book is about the changes of the times and the fate of characters. Therefore, I have always denied that this is an "official novel". It is about an era, but the character is a civil servant.

　　Many of the things I wrote are "officials" and can’t reach "officials". Many people read my novels, and they must feel the fate of the characters before they like them. Everyone is very supportive of my "entrepreneurship"

　　On Cultural "Matrix"

　　This is the limitation of every author.

　　Guangzhou Daily: When did you go to college?

　　Zhang Bing: In 1992, so the background of all the protagonists in my novels was in the early 1990s. At that time, it happened to be my youth, and it was the time when my work began. Every author has certain limitations in time and space, which cannot be avoided.

　　In other words, every author has a "matrix" of writing, which is composed of time and space, and is both a "matrix" and a limitation. Every author has his favorite place and time. If the author can completely transcend the place and time, he must be a great writer, which is rare.

　　It should be said that "Bashu" is my cultural "matrix".

　　Guangzhou Daily: When you first joined the civil service, was it what you imagined?

　　Zhang Bing: My father works in a prison. I know that it is impossible for a civil servant to make a fortune. What I am thinking about is that I can change my family’s situation by legal and proper means and with my own ability. I thought of writing in my spare time. Fortunately, I succeeded as soon as I wrote it.

　　Guangzhou Daily: If you write "Hou Weidong" now, will you still be able to achieve the success of the past?

　　Zhang Bing: This is not a question of the times, but a question of people. After so many years, I can’t write the same works as at that time. It may be better or worse than at that time. If the writing is the same, in this era, I think the work will still be successful. The gene of culture goes deep into people’s bone marrow, and people may not realize it themselves.

　　Guangzhou Daily: Do you always write after you get home from work?

　　Zhang Bing: All of them. I spend all my spare time writing. I don’t play cards, dance, sing, smoke or keep mistresses. I have no time. My spare time life is writing life.

　　Guangzhou Daily: Did the unit know that you were writing a novel?

　　Zhang Bing: I didn’t know that before. But in 2010, I was on the list of rich writers, and the unit knew.

　　On the Transfer of Literary Federation

　　I volunteered to go there.

　　Guangzhou Daily: Does it affect you if the company knows that you write novels?

　　Zhang Bing: It doesn’t have much impact. Now it is a pluralistic society, and people are already very inclusive. They are more appreciative of my "entrepreneurship" and won’t think I am eccentric.

　　Guangzhou Daily: What is the reason why you transferred from the deputy director of the Bureau of Landscape Architecture to the Federation of Literary and Art Circles?

　　Zhang Bing: I went to the Federation of Literary and Art Circles to be a member of the leading group, vice chairman, and also a deputy division level, which is a level tone. This is my decision to combine my personal wishes with organizational needs.

　　In fact, the main reason for the transfer is that I applied for it myself. Because in the functional department, things are too complicated, which takes up a lot of my time. Personally, I feel that I am a very mediocre deputy director, but as an author who specializes in writing novels in Bayu area, I am excellent. I think I should be put in a place of greater value.

Recently, Shanghai Sports Lottery issued a notice of suspension during the Spring Festival. According to the notice, according to the Announcement of the Ministry of Finance on the Arrangements for the Closing of the Lottery Market in 2024 (Announcement No.73 of the Ministry of Finance in 2023), the closing time of the sports lottery in the Spring Festival of 2024 is from 0: 00 on February 8 to 24: 00 on February 17. During the closing period, except for instant lottery tickets, the sales, lottery and redemption of other lottery games in the country will be stopped.

The national networking lottery and digital games of sports lottery stopped selling at 0: 00 on February 8, 2024, and resumed selling at 0: 00 on February 18; The arrangement of quiz sessions, opening time, closing time and drawing time of traditional sports lottery football games shall be implemented in accordance with the relevant quiz sessions announced by the Lottery Center of the General Administration of Sports. The sales of national online single quiz football games and basketball games stopped at 22: 00 on February 7 and resumed at 11: 00 on February 18. The specific matters are subject to the announcement of SMG.

It is worth noting that the manual service of Shanghai 95086 Sports Lottery Customer Service Hotline Platform was suspended during the closing period and resumed at 9: 00 on February 18th.

In terms of redemption, during the closing period from February 8 to February 17, all sports lottery stores in Shanghai stopped paying small prizes of less than 20,000 yuan (including 20,000 yuan) for computer-based lottery tickets, and resumed redemption on February 18. The redemption time of CCB grand prize is from February 8 to February 17, when the market is closed, the redemption of grand prize will be suspended, and the redemption will be resumed from February 18.

In order to protect the rights and interests of lottery buyers, if the last day of the redemption period of various games falls during the Spring Festival holiday, the deadline for redemption will be postponed to the first day after the holiday (February 18); If the game redemption period includes 10 days (including February 17th) during the Spring Festival holiday, the deadline for redemption will be extended by 2 days. (From January 30th, China Sports Daily, 08 edition)　

　　Zhongxin. com, Jiangsu News, December 30 (Zhou Jianlin) On the evening of the 29 th, Suzhou Art Museum was full of youthful atmosphere. When the lights gradually dim, musicians slowly step onto the stage and pluck the strings, and an encounter between printmaking and music opens a beautiful journey.

　　Recently, the first China Youth Printmaking Biennale is on display in Suzhou Art Museum. More than 230 prints with different styles and different themes fully reflect the diversity and diversity of contemporary youth printmaking art and their enthusiasm and pursuit of artistic creation. In the night, printmaking has become a dazzling stage background for the concert.

　　This "Parallel Universe-Classical Chamber Music and Jazz Cross-border Fusion Concert" was specially invited by composer and jazz guitarist Xu Zhihan, jazz pianist and composer, and percussion player Rong Chenchu played in the daytime. This is a young jazz group active on the world stage.

　　A song "Into To Rivers" brings people peace and reverie. With the progress of the concert, songs such as "Last day All Day", "Journey of Blessing" and "Dust" are constantly touching everyone’s heartstrings.

　　"China ancient prints have a long history and reached its peak in Ming and Qing Dynasties. Regardless of printmaking or music, art is often connected. With the changes of the times, art will change from one style to multiple elements, thus making cross-border creation. " Xu Zhihan said that the print works on the spot also added a lot of inspiration to their creation.

　　Yuan Xin, who listened to the concert in the art museum for the second time, is a "post-90 s", and Suzhou Art Museum has become her new punching place. "Whether it’s music or painting, it’s all about expressing young people’s truest self-feelings in the present life. It can resonate and cause the greatest interaction. " Yuan Xinxiao said that musical resonance is a new standard for young people to choose a spouse.

　　"Art has no boundaries. The Voice-over Series of Philharmonic is an attempt to cross-border and integrate art in Suzhou Art Museum this year. This year, different kinds of concerts such as folk music and western music have been planned one after another." Yang Yi, deputy director of Suzhou Public Cultural Center and deputy director of Suzhou Art Museum, said that it is expected that more and more visitors will enter the art museum to watch art exhibitions and experience concerts, and feel the beautiful life in Suzhou, which will become a new way for them to open up Suzhou nightlife. (End)

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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