This content comes from @ What is worth buying APP, and the opinions only represent the author himself | Author: porridge steamed buns

This year, I played more intensively, accumulated more than 100 games, and bought a lot of badminton equipment. Here, I would like to share a simple experience. Spring blossoms, get moving!

The racket and the ball line are subjective, but the shoes and clothes at the back are miscellaneous, which I think is more universal than the front.

Playing more, I met more people who were more powerful than myself, and the choice of racket gradually turned to defense and speed.

In this paper, several U’s indicate weight, and the bigger the number, the lighter it is. For example, 4U is lighter than 3U. Mainstream choice: 3U, 4U, 5U.

G indicates the thickness of the handle, and the larger the number, the thinner it is. For example, G5 is thinner than G4. The mainstream chooses G5.

The color scheme is black, gold and red, which I like very much. The middle pole and racquet frame are very thin, and the warranty is 28 pounds. Now the new material is still very powerful. The racket features a light head and a hard racket frame. The frame shape is extremely close to zf2.

Fast swing, a sharp weapon in doubles frontcourt. The high ball in the backcourt needs to exert itself very well to draw the bottom line with the opponent. Smash also needs to be driven by its own strength. 4U is a bit floating, and it is recommended that boys enter the 3U version! Everyday with Yonex 63 line.

YONEX NF800

Slender middle pole

The frame is exactly the same as zf2.

The contrast length between the middle rod and zf2 is the same.

A much thinner racket frame

This is a racket that is not recommended for beginners. I can only exert his energy when I am in the best physical condition.

Japanese women’s singles player Aohara hopes to use the racket.

Mizuno 01feel

Pure white embellished with gold. Yan value is invincible! Very NICE!

The racket is relatively balanced, with sugar water and a very elastic middle stroke. Fish artifact!

Middle pole

Rack frame

T-head

This racket is recommended to all golfers, especially female golfers! Once I went to play ball, three 01feel appeared at the same time in a mixed doubles match, which is really rare for such an unpopular racket.

Mizuno rackets are not sold in China, and the two versions that are easy to buy in the market are Nissan Daily Sales and Nissan Taiwan Sales. Personally, I feel that things should be exactly the same, because both versions of the racket cone have the S logo (a necessary logo for Japanese products), which can explain that due to the small sales volume, there is no distinction between the versions. The difference is that the characters on the handle of the desktop version are in traditional Chinese, and the purchase price is about RMB in 1000 yuan. The words on the handle of the Japanese version are Japanese, and the starting price is about 1200-1300 yuan. JD.COM Lotte activities, can be in the early 1100 s, cost-effective.

Steel grade s standard

Japanese price tag for Japanese version

The racket feels like white matte paint+white sticker. The frosted place will turn a little yellow after a long time. This protective tube is white, and white protective tubes are rarely bought in the market. I searched for it for a long time and found that Shengli has one, which is not recommended. It is brittle and can cut the line. Mizuno’s protective tube is soft, but the quality is really much better. It is recommended to spare an original protective tube, about 60. Victory’s protective tube looks cheap, a lot of 10 yuan, but once it is cut, it’s … 60 yuan’s cable money. …..

Mizuno’s 01feel has several derivative versions, which can be summarized briefly:

01feel Olympic Edition: The limited edition of Aoyuan Hope Olympic Games changed from pure white to light blue, which is said to be a little hard.

01speed: The racket launched at the same time as 01feel is slightly different in color, only 4UG5, slightly lighter than 01feel and slightly heavier in head.

01 Feels: 21-year-old new racket, from platinum color matching to blue and white. 4UG5。 It is 9mm shorter than 01feel ….. much like the hybrid product of 01feel and 01speed.

Generally speaking, we have a fixed group of friends to play ball together. Many friends who join the group will ask novices how to choose rackets and take them out and write them down.

If you decide to play in the stadium, you can choose a more formal racket. If you play outdoors, there are more than enough low-end rackets.

Under normal circumstances, the top rackets without premium are generally in the price range of 900-1200, and novices can also reach the designated position in one step. After all, even if it is top-notch, it is not too expensive. If the budget is sufficient, you can go directly.

I believe that what most male golfers want most is a handsome smash, so I suggest that novice boys can give priority to the offensive racket with a slightly heavier head.

A racket with a heavy head can borrow money, and it is relatively easier to play high balls.

A racket like NF800 mentioned above, which has a light balance head, a hard middle pole and a small racket frame, has no good power level, so it is actually difficult to hit the ball in place.

The introduction is listed as follows:

Shengli 9500, Kaisheng 100ti, Kaisheng 105ti, Shengli Liangjian 12

Nrzsp (extreme speed), ZF2 (some golfers have collected most of the colors, so I have the opportunity to share them), AX99pro (red looks good, but everyone has sold this racket one after another … Really rubbish? ? ), Dragon Tooth Blade (recommended by those who like violent smash among golfers …), AX100zz, AX99(yyds, I think this is the best offensive racket I have ever used, especially the 4U version), NF800lt.

Recommended values for girls: Li Ning ws79s, Mizuno 01feel, AX77 (red, really beautiful), AX66 (suitable for girls who like purple), Victory ARS90F, Victory Platinum Claw.

Racket is more of a personal preference. The masters we meet are actually not stuck in things. They abuse us with everything … emm. ….

Yonex’s new line in 2021 has a relatively thin diameter and a very nice sound. The elasticity is better. All my non-offensive rackets are on line 63 this year, which is quite satisfactory.

Horizontal line 27, vertical line 25.

Feel very hard, attack racket standard, cool!

Horizontal line 26, vertical line 24.

We don’t recommend you to be overweight. Being overweight requires your own better strength and greater damage to your body. You need your own better strength to offset the self-attack caused by being overweight. This is not metaphysics. The master among golfers rarely sees 28+.

When you say you can play, you can at least pull the high ball at the bottom line. . . . It seems simple, but it’s really hard to fight.

Boys are about 26 pounds and girls are about 24 pounds, which is really enough. ….

Badminton has a lot of sudden stops, sharp turns and rapid acceleration on the court, and the requirements for shoes are relatively high. Although badminton has less physical confrontation, the probability of foot injury is still relatively high. Therefore, sneakers are very important. It is recommended to choose sneakers. You must have the cheek to try it in a physical store. You must try it! ! ! Several important points of sneakers: wrapping, cushioning, protection, wear resistance, light weight and appearance. It’s hard to have it both ways. Lightweight shoes will conflict with cushioning and protection, which is also the limitation of material science and technology. Personally, I think that of all the above needs, the most important one is package.

Therefore, before buying shoes, you must try it in a physical store.

Many people have suggested that you must buy badminton shoes in a larger size, because you have to wear thick socks. I don’t think it’s necessary at all, so I’ll buy it as usual.

In recent years, I always feel that YY’s shoes have no new technology, no new gimmicks, and it feels like repeated fried rice, and a model is constantly updated. But actually … I think it’s pretty good. ….

There is nothing wrong with this pair of shoes, except that they are expensive … friends who like one step at a time are highly recommended. BOA system has strong reliability and good package!

At the beginning of 21 years, Lotte started with less than 900. With a net map, my shoes are badly polished, so I won’t shoot them. ….

YONEX England and finidi

I’m going out of England and finidi 2 this year, and I’m going to enter a pair.

Wave Fang Pro

It should be the only remaining badminton shoes with leather uppers on the market. The appearance is amazing, which can be said to be the most gorgeous badminton shoes I have ever seen. I bought it on November 1st, probably in 630 yuan. As a result, Mizuno in double 11 finally distributed coupons that day, and the bill could reach around 520. It was really disgusting that he refused to insure me. We can wait until the last day of double 11’s activities for this kind of unpopular equipment. Sometimes, in order to achieve the sales target, merchants will release coupons at the last minute.

I’ve worn it several times. It’s a pair of 2E shoes, but the toe part is designed to be slightly wider, so it’s very comfortable to wear, but it’s a little shaky when playing ball, and it’s easy to get blisters. This pair of shoes is not suitable for friends with heavy weight, and tends to start.

I have never worn a professional jersey, and I always feel that it is unnecessary. What I wear most often is Adi’s sports T-shirt. In summer, it’s all stuck to me …

Later, I heard from my golfers that professional jerseys might be better, so I decided to try one.

Yonex’s clothes and competition clothes can be divided into two materials: VeryCool and VeryCool Dry.

When the clothes of VeryCool are discounted, you can buy a new style with a top of about 250 and shorts of about 230, and you can get a set in your early 400 s.

VeryCool Dry’s clothes are outrageous, a set of 700-1000 yuan, the main colors and styles are different, most of them are Japanese versions, which are a little expensive and difficult to buy.

Last year, I started a set of white competition version of the national team uniform, VeryCool materials.

Very comfortable, I started in August, and I didn’t feel stuck to my body. I recommend the wall crack. Get ready to try a set of VeryCool Dry.

Shorts are a little short … more slim, and I like loose suggestions to buy a bigger size.

I am 173cm tall, weigh 65kg, have a bust of 93 and a waist of 76. My clothes and trousers are all made of M. Later, I bought a pair of L shorts, which are a little looser, but the waist is a little big and needs to be tightened.

Note that the same suit is also divided into fan version and player version. Slightly different, this set is the player’s version with blue edges on the neckline and cuffs.

2021 national team competition clothes

Very cool flag

Neck design

Shorts waist

Inside the shorts, with lining and verycool logo.

Excellent workmanship in detail

Actual combat upper body

Shorts are really slim ~ ~ @. @

Disadvantages: it is easy to bump shirts in the arena. . . .

Most of last year’s models are out of stock. Put a link to this year’s models:

This is the most recommended accessory in my whole article! ! ! ! ! None of them! ! !

BA213CR

When used up, it can be folded and stored in a bag, which is very small.

Especially in winter, madam, madam, madam is practical! ! !

Heavy down jackets, clothes, temporary rackets, balls, towels, drinks (there will be a string of drinks on the court from time to time …), mobile phones, etc. can all be put in the box, so it is not easy to lose things, and it is very practical. I bought the first one, and soon everyone quickly followed suit. It should be the fastest spreading equipment … It’s so practical. ….

Absolutely convenient storage basket!

Quietly said: folding dirty clothes with a dozen dollars can actually be replaced … but this is a rectangular opening, which is really comfortable to use. …

This bag is chosen for my daughter-in-law, and its characteristics are relatively small and light. The big bag I take with me every time I play ball is too heavy … My actual starting price is about 200 yuan. There are three colors: black, blue and gray. I chose gray.

BA206CR ball bag

Lateral zipper

The zipper on the outside of the ball bag can be used to put some small sundries such as hand glue. With reflective strips, favorable comments.

Main warehouse

There is a small zipper in the main warehouse and a small sub-warehouse. As a daily backpack, you can put a notebook, pad and the like.

Racket layer

Separate racket layer, the most obvious difference between ordinary bags. Fixed hook and loop praise, but can only bring two rackets, three won’t be able to pull.

hardworking

There is a fixing belt inserted in the suitcase on the back. There is actually a hidden bag behind the fixing belt, where you can put some private items. Praise!

You can hold the equipment for each ball game.

Above, a pair of sneakers, socks, towels, clothes, two rackets and a bucket of balls. You can also pack some sundries.

be fully loaded

When it is installed, you can see that the bag is still a little deflated.

Wife’s back

My wife is 155cm and 42kg, which is petite. This bag is much smaller than other bags, and from all aspects of design, it can be used for daily use, unlike many bags that are carried out on the back. This bag has a small drawback, that is, the angle of the racket is a bit large, and people will meet on the subway. It is suggested to consider reducing the angle or simply going straight up and down.

Too unpopular hand glue, but I’ve been using it for years. Jin Mu Tuo, a company that originally produced rubber products, is very good and I like it very much.

Insoles are generally OK … but the red part of the heel is easy to crush. Boy, shoes are full of red dregs … Consumables, replace them if they are worn out.

Finally, talk about the balls we use: YONEX AS03, 05, 9; Yashilong 4

It’s smoked. It’s all pretty good.

After all, playing ball for one year costs a lot of money … Our club belongs to a non-profit organization, and all the owners like to organize activities. A single two-hour activity is about 38-45 yuan (depending on the number of balls consumed, different venues charge different fees), three times a week, and the annual activity cost is 5-7 thousand. In downtown Beijing, the cost of two-hour activities is more than 40 yuan, which is very, very small … plus the money for purchasing equipment … emm …

I have briefly sorted out all kinds of equipment purchased in the past year, hoping to help everyone. All the value friends in Beijing like to play ball, so let’s exercise together!

Thank you!

Thank you, Aunt Zhang!

The author declares that there is no interest in this article, and welcomes rational exchange and harmonious discussion among value friends ~

Beijing News (Reporter Wang Shengnan) With the increasing recognition of domestic brands by young consumers, a number of cutting-edge domestic beauty brands, such as Perfect Diary and Hua Xizi, have sprung up in recent years, attracting unprecedented attention in both the consumer market and the capital market.

The cake of domestic beauty cosmetics is getting bigger and bigger, and the problems follow. Experts point out that the operation mode of low R&D and high marketing can never break the low-end positioning of domestic beauty brands. With the strength of international brands overweight after the recovery of China market, it is not easy for domestic beauty brands to go more steadily and further.

The market value of domestic beauty brands soared, and sales led the double eleven.

In the early morning of November 1st, the first wave of Tmall Double Eleven snapped up, and the domestic beauty brand Perfect Diary became the first Tmall makeup brand with a turnover of over 100 million yuan that night, surpassing international brands such as Armani and MAC. Last year’s Double Eleven, Perfect Diary won the first place in the makeup brand list and entered the top ten of the final beauty brand list; Hua Xizi, another domestic beauty brand, participated in the Double Eleven for the first time and achieved an opening turnover of over 100 million in one hour. In addition, established domestic products such as Nature Hall and Baique Ling, as well as Winona, a domestic brand that focuses on sensitive skin care, have also entered the top ten beauty brands list for two consecutive years.

Compared with the previous list of international brands, domestic beauty brands are rising rapidly in the past two years. From the epitome of the consumer market, we can see that domestic beauty brands are breaking the situation that international brands dominate the China market. According to the 2019 Insight Report on Domestic Beauty released by Tencent, in terms of market share, national cosmetics brands accounted for 56%; Judging from consumers’ willingness to buy, 42% of consumers are more willing to choose domestic beauty brands, and 90% of consumers said they would buy domestic beauty products again in the future.

Domestic beauty brands have sprung up everywhere, and the market value and share price of related listed companies, such as shanghai jahwa (parent company of herborist and Meijiajing), Polaiya and Yujiahui (parent company of Royal Nifang), have also risen. Polaiya was listed at the issue price of 15.34 yuan in 2017. As of November 2 this year, the closing price has risen to 175.46 yuan, with a market value of 34.9 billion yuan. This year, the share prices of shanghai jahwa and Yujiahui rose by 40% and 99% respectively; On October 30, Yunnan Betaini Biotechnology Group Co., Ltd., the parent company of Winona, a domestic beauty brand, announced that it had successfully held the meeting, just one step away from listing; On September 28th, Hyaluronic acid giant Aimeike successfully listed on Shenzhen Stock Exchange; At the end of 2019, Huaxi Bio, which focuses on medical and beauty raw materials and functional skin care products, landed in the A-share market, and its share price rose by more than 80% this year.

Before the Double Eleven, the perfect diary of the head players of domestic beauty brands was even more popular. First, on October 19th, it was officially announced that actor Zhou Xun became the first global spokesperson of the brand, and then its parent company, Guangzhou Yixian E-commerce Co., Ltd. (hereinafter referred to as "Yixian E-commerce") announced that it would formally submit the US stock prospectus, and the perfect diary would become the first China beauty group to be listed in the US stock market. According to the prospectus of Yixian e-commerce, the total sales of Yixian e-commerce in 2019 was 3.5 billion yuan, an increase of 363.7% over 2018; In the first three quarters of 2020, the total sales of Yixian e-commerce was 3.8 billion yuan, an increase of 70.2% compared with 2.2 billion yuan in the same period of 2019.

Social e-commerce, national tide and fast iteration, promote domestic beauty corners to overtake.

From the consumer market to the capital market, the attention of domestic beauty brands has been greatly improved, and new marketing methods such as social e-commerce and live broadcast have undoubtedly played a vital role in the driving force for domestic beauty to overtake in corners. "Hua Xizi, who I learned in the live broadcast", "I grabbed the perfect diary and Li Jiaqi’s joint puppy tray" and "Little Red Book blogger planted grass" are common in the evaluation of this batch of domestic beauty explosions. The data of Perfect Diary also shows that as of September 30, 2020, it has cooperated with nearly 15,000 KOLs.

Hou Cong, a health and beauty consultant and life aesthetician, told the Beijing News reporter that with the sales model of "live broadcast+＋KOL with goods" being recognized by consumers in the past two years, the spread of fast messages such as short videos, live broadcasts and new media has brought opportunities to the development of domestic beauty brands. Intensive marketing and word-of-mouth building by stars or beauty bloggers has become a common marketing method, and this new marketing method has seized the current main consumer-young people.

According to the consumption trend of China cosmetics industry in 2019 released by CBNData, post-90s and post-90s have gradually become the main consumers of online cosmetics, contributing nearly 50% of the sales, among which post-90s are the people with the highest online consumption power. Some insiders pointed out that the current consumer structure is getting younger and younger, and young people prefer to shop through social e-commerce, no longer limited to international brands, willing to try new things and pay more attention to cost performance.

At the same time, the promotion of the national style craze has also made domestic beauty brands popular, such as the previously popular Forbidden City lipstick and Huaxizi national style concept products, while the old beauty brands herborist and Baiqueling have played sentimental cards, and the nostalgic marketing of old domestic products has become "popular" among young people. In addition, Hou Cong pointed out that affected by the epidemic, consumers are more cautious and rational, and will consider cost-effective domestic beauty brands in the choice of skin care products. Compared with international brands, domestic brands have a better understanding of China consumers, are more flexible in responding to demand, and have a faster response speed and development cycle, which is the problem that international beauty brands face when they enter the China market.

The high marketing expenses hinder profitability.

"Recently, Hua Xizi’s advertisement was circulated in the elevator every day", "I saw the advertisement of Perfect Diary in the elevator, and actually found Zhou Xun to endorse it" … On the eve of the Double Eleven, Hua Xizi and Perfect Diary, domestic beauty brands that rely on online channels to grow day by day, chose Baping elevator to seize the consumer market through offline media. At the same time, it is still accelerating the layout of offline stores. By the end of September this year, Yixian E-commerce has opened more than 200 offline experience stores in more than 90 cities in China.

As for the reasons for developing offline channels, Hou Cong pointed out that, on the one hand, domestic beauty brands need to continue to explore potential offline customers, expand brand awareness, and conform to the traditional consciousness of "a monk can’t run away from a temple" in the China consumer market. For first-and second-tier cities, offline channels have the function of "brushing the sense of existence" and "shooting the face", while for consumers in sinking cities, what is real and within sight is still their important consideration.

On the other hand, relying on online channels is not a long-term solution. Although online marketing has brought high sales, the cost is also huge. For example, the annual report of Polaiya, which occupies a place in the recommendation list of beauty bloggers, shows that in 2019, the annual net profit of Polaiya was 393 million yuan, but the sales expenses reached 1.223 billion yuan, a year-on-year increase of 38.03%, of which the image promotion expenses were 839 million yuan. The high sales expenses contributed to the performance growth, but did not change the profitability. In 2019, the net interest rate of Polaiya decreased from 12.14% in 2018 to 11.73%, and the gross profit rate also decreased slightly from 64.03% to 63.96%. At the same time, the insiders also pointed out that the current way of marketing to create explosions is limited to the overall improvement of the brand, and users have not generated high loyalty to the brand. Continuing to create explosions means long-term high sales expenses.

R&D costs are low, and it is difficult to break the dilemma of low-end positioning.

In contrast to the high sales expenses, there are unmatched R&D expenses. In 2019, the sales expenses of Polaiya reached 1.223 billion yuan, and the research and development expenses were 74.6026 million yuan, and in 2018 it was 51.2918 million yuan. After large-scale marketing, the quality and reputation of domestic beauty cosmetics are not satisfactory. In the comments on Hua Xizi’s explosive powder, there are many comments such as "it’s not as good as shaking audio and video", "the packaging is really beautiful, but it’s really difficult to use" and "the advertising is too boastful".

Hou Cong pointed out that at present, the positioning of domestic beauty brands is still dominated by the low-end and middle-end, and the operating mode of low gross profit and high marketing has aggravated the financial burden of brands. At the same time, low-cost means can easily make brands reach the profit bottleneck ahead of time, which can only be used as one of the chips to enhance competitiveness, not a long-term solution. Nowadays, consumers’ loyalty to brands and commodities is not as good as before, so it is the key to seize consumers through product innovation and technical iteration, which is why many cosmetic products with indicators will be updated on the original basis every few years. The rapid development cycle and reaction speed of domestic beauty cosmetics meet the needs of consumers faster, but the quality system and related technologies are still not perfect, which can’t keep up with the development speed, and the quality and safety that follows will also become a problem.

Compared with international brands, Hou Cong said that in addition to the low-end positioning of domestic beauty products, some brands still have a "three-minute fever" operation mode, which is difficult to adhere to product research and development, technological innovation and consumer service, and the technology and high professionalism are still not as good as international brands. In addition, the enthusiasm of domestic beauty brands for independent research and development is also being hit by endless imitations. Insiders pointed out that after a domestic beauty product became popular, some brands that wanted to rub traffic would copy the original, launch their own products, and dilute the original traffic and sales. Over time, it weakened the enthusiasm of domestic beauty brands for independent research and development.

From skin care, make-up to medical beauty, China’s beauty market has great potential. According to the report released by data analysis agency GlobalData in June this year, the beauty market in China is expected to grow from 39 billion yuan in 2019 to 59.5 billion yuan in 2024, with a compound annual growth rate of 8.8%. After the outbreak of the epidemic, the China market is the first to recover. Although domestic beauty brands occupy the home advantage, international brands are also overweight, which is bound to carve up the existing market. How to go far and stabilize after the rise, there are still many problems that domestic beauty brands need to ponder.

Beijing News reporter Wang Shengnan

Editor Jake proofreads Chen Yanyan.

Source: Beijing News

In recent years, secondary mobile games are also a popular type in the mobile game market, and a large number of secondary mobile games are launched every year.

In August, as many as 11 secondary games were launched, including many well-known manufacturers, such as Karabhikkhu released by Tencent, Thrud by bilibili, Blue File by NEXON and so on. It is foreseeable that this track will have a thrilling PK contest this month. Let’s get to know each other.

Blue archives

Test time: August 3rd.

Blue Files is a two-dimensional role-playing game developed by MX studio, a subsidiary of South Korea’s NEXON Games, and distributed by Shanghai Youxing Network. Previously, it officially obtained the national service version number in March. After five months of test preparation, it is officially announced that the game will be officially launched on August 3, and will be launched on iOS and Android platforms simultaneously.

The story of "Blue Archives" takes place in the super-large federal city [Kivotos]. In this mysterious and vast land, girls with strange aura overhead are active. They belong to different colleges and set up their own activity societies.

The president of the Federal Council, who had always maintained the order in Kivotos, suddenly left without saying goodbye recently, which paralyzed everything here … You, as the consultant teacher of the federal search agency Shale, will meet girls from different colleges and societies in Kivotos to help them overcome various difficulties and solve one emergency after another in Kivotos.

Outside the game, Blue Archives has prepared various contents for domestic players, in order to close the distance with the players and enrich the players’ experience, including Blue Canvas, the national theme song of Blue Archives sung by Claris, a famous Japanese women’s music group. In addition, the IP periphery of Blue Archives will be launched simultaneously on August 3rd. Players can browse the accounts of Weibo and bilibili in the official peripheral stores of Youxing for more store information.

Karapichu PC edition

Test time: August 3rd.

Karapichu, a two-dimensional TPS game developed by Dream World and released by Tencent, should be a shooting game with high attention recently. Up to now, the number of reservations for Karapichu in official website has exceeded 6 million, and in previous tests, this game has also received high attention. After several tests, the current PC version will be the first to open without deleting files on August 3.

As a two-dimensional hero shooting tactical competitive game, Karapichu has a rare two-dimensional painting style in hardcore shooting competitive games, and a true two-dimensional "paper man" gameplay, which not only gives players a refreshing visual impact, but also creates a unique new shooting experience.

The "3D stringing" mechanism of turning into a paper man is the most impressive place of this new tour. During the battle, the player can control the character to switch from 3D to 2D, move back and forth on walls and obstacles, or fall and glide in high places.

Compared with other shooting games, it pays more attention to the idea of bunker and marksmanship. The mechanism of "stringing" greatly enhances the tactical depth of competitive shooting games, such as avoiding through the wall when encountering enemies at close range, ensuring your own safety when changing bullets, or shuttling through the wall to quickly find teammates’ support when in danger, or surprise the enemy with unexpected moving paths.

As a core secondary game, what players want to see has been taken care of by Karapichu. In the "lounge" system outside the battlefield, you can cultivate goodwill with your wives who fight side by side and unlock various interactions such as "defeated knee pillow". Others only care about your KDA, but they care more about whether you are tired or not.

Clear sky Gemini

Test time: August 2nd.

"Gemini in Clear Sky" is a free and clear screen ejection elimination mobile game, where everything can be played, and it is easy and "on the top". In the game, players will play the role of Gemini, operate heroes from all walks of life into mini-marbles, and defeat monsters in thrilling ejection battles!

In addition to fighting, players also need to take care of their own manor, harvest resources, and restore the vitality of Fujishita Town! Crops not only supply the daily needs of the town people, but also serve as the main export resources of the exchange. Players can plant and cultivate crops at will, and plan transactions according to the business sense and the main task, get adventure resources, dress up their homes and moisten them with pastoral scenery.

You will play the role of Gemini, and one of them is considered to have a very high talent for adventure, so he embarked on a journey of adventure! The other manages the manor, sows at will, harvests easily, and trades resources in the market to be the most powerful backing of the adventure group! One game, two lives, taking risks in growing vegetables with both hands, green and healthy!

Battle of Pania

Test time: August 10th.

The Battle of Pania is a Japanese-style fantasy card-playing hand tour. In the mainland of Pania, in the game, you will meet various heroes on the mainland and finally embark on the road of saving the world with the heroes …

Adventure journey is always full of many unknowns, and you will encounter many thrills and obstacles along the way. Work hard with heroes to overcome many crises, deepen the fetters between you little by little, and win the final victory!

The game adopts the mode of placing RPG+ instant fighting, fully automatic fighting in 5v5, placing the playing method of Buddhism to provide for the aged, relaxing and protecting the liver. The initial 50 heroes were matched at will, 6 groups of camps restrained each other, a variety of occupations were available, and hundreds of skills were combined at will. At the same time, many famous seiyuu were invited to dub.

It should be pointed out that "Battle of Panya" is the second binary game released by Sanqi Mutual Entertainment after "Fortress in the Air" last year. At present, the game has played the slogan of relaxing various benefits, such as "giving 1000 cigarettes", and the final result is still quite worth looking forward to.

Welcome to Neverland

Test time: August 9th.

Welcome to Neverland is the first love women light comedy adventure mobile game developed by Yuehuan Network and distributed by Star Network.

The positioning of "light comedy" is to hope that players can get a relaxed and happy game experience, and the story is also based on joy and comfort. If you meet good partners during the adventure, players can also choose to invite them to join Neverland.

As a park manager, the player will travel to various countries in the mainland and collect the stolen and scattered pages of the book of truth, so as to reproduce the prosperity of the park in the past and restore its vitality. In this process, you will also meet many friends with different personalities and gain sincere friendship. All this will be left to the players to unlock one by one in the next adventure trip in another world, and players will experience unparalleled fun in the near future.

Journey to the Millennium

Test time: August 10th.

"Journey to the Millennium" is a 3D nurturing game developed by Ingrid Network and released by bilibili. It tells about a world where all disputes have been eliminated by the gods. Heroes in history have turned into "star marks", and players will play the role of masters of all the "star marks" and start an adventure.

"Journey to the Millennium" is put on the market today, and its artistic performance is first-class. Every character in A Thousand Years Journey has a big background, which constitutes a pleasing illustration. L2D is dynamic and smooth. Isometric 3D modeling restores the original painting of the character as much as possible, and its precision exceeds that of Q-version modeling, which is common in the second tour. In the battle, the animation performance of the character with great courage is full of tension.

The action points of each character in the game battle are independent of each other, which is similar to the early JRPG, and the overall difficulty is low. In the battle, at most three witches will play, and each witch will carry at most three star marks. Every witch on the stage has the skills of general attack, profound meaning and even carrying, while Star Mark has active skills, instant skills and passive skills. Players need to consider the optimal solution according to the battlefield environment.

In addition to art and combat, another highlight of A Thousand Years’ Journey is the game worldview setting. "A Thousand Years Journey" is a dystopian epic with a huge world outlook and complicated plot setting. The production team has been perfecting the world view from the beginning of the main story to the beginning of the game world. There are as many as 4 eras and 13 eras. According to the producer, the set text of A Thousand Years’ Journey is comparable to a novel.

Different Dust: Da Milla

Test time: August 10th.

"Alien Dust: Da Milla" is an all-3D alien light science fiction imperial house tower defense game. Players will play the role of the chief officer of the ATEM and lead a group of "newborn" girls to reach the Milla Star with the kindling of human hope and explore everything about this green alien star.

As the chief officer of the starship, the player will go to "Da Milla Star" to accept the operational challenge of 3D tower defense, experience the alien world in an immersive way, and create a new century of human civilization. In the game, you will see the classic beautiful girl with white hair, double ponytails and no mouth, with mechanical prosthetic limbs, which not only conforms to the overall theme of the game, but also perfectly expresses the fighting attributes and styles of the characters.

In addition, by dividing the role camp, the game designed a variety of characters in the direction of style, which more satisfied the diversified aesthetic needs of otaku users. Popular elements such as dark skin, animal ears, maids and outsiders are also reflected in the game.

"Different Dust: Da Milla" has a unique dynamic strategy system. Under the basic gameplay of tower defense, multi-line upgrade elements are added to the battle, as well as original gameplay such as "reverse" tower defense. Even if the same character is used at the same level, completely different challenges can be obtained. Combined with unique planetary landforms and scene interaction elements, the strategic dimension of the battle can be improved again.

Anchor arrival

Test time: August 11th.

"Anchor arrival" is a near future theme Unity3D combat card strategy mobile game developed and operated by Lei Yan Network. In the game, the player will act as a commander to manipulate the role of the game to help people suffering from disasters, deal with the crisis of various forces, and fight against alien invaders. Up to now, the number of online reservations for this work has exceeded 1 million.

The game tells that in the coming year of 2085, the earth will be invaded by the alien race "Shugeer beast", and mankind will encounter an unprecedented crisis. They will destroy, infect, assimilate and parasitize at will, and human civilization will face an unprecedented crisis. Fission infection, the threat of new human beings and a series of problems are intertwined at the same time. Where should the fate of mankind go?

As a team commander of the earth joint organization [Lestat Security Bureau], you will work with [aimbs Warrior] to help people suffering from disasters, deal with the crisis of various forces, and fight against alien invaders.

Thrud.

Test time: August 17th.

Thrud is an airspace shooting game that combines the elements of flight. One day, "alien beings" will fall from the sky and seize the sky from human hands, and the once brilliant human civilization will gradually die out. In the ruins, the girls called "Thrud" became the light of hope for mankind. Players will take the role of "mentor" to guide the direction of "Thrud" and open up a new future.

Players will be the "mentor" of the fleet in Wahana, and take the ark with your partner-Thrud, and embark on a journey to recapture the clear sky. Or witness human nature in the ruins of crisis; Or explore the past in the ruins of buried history; Or listen to elegies in the sunset glow.

In this dangerous sky, the player acts as a "mentor" to command the "Thrud" girls to soar in the air and repel the invading enemy. Feel the fierce and fun-filled battle while defending the world. The role team mechanism in the game helps you to take turns to command a number of "Thrud" to attack, give full play to their unique skills, and guide them to cooperate with each other to turn the tide and win the final victory.

Besides, as a mentor, you will live with the girls in Thrud. For example, having dinner together, training together, etc., to accompany them through every important moment in their lives and witness their growth.

The Fairy’s Tail: atrix

Test time: August 30th.

The Goblin’s Tail: atrix is a brand-new 3D action mobile game authorized by Talk Club. The game is based on the original content of "The Goblin’s Tail", which deeply restores the magical world. Players can relive the high-burning animation in the game, fight with nearly 40 popular care guides, form their own strongest team and embark on a fantastic adventure!

The game highly restores the original plot, and Kakihara Tetsuya, Aya Hirano, Nakamura Yuuichi, Sayaka Ohara and other original seiyuu help out to restore the animated picture. Players can relive the classic chapters such as the final battle of the Gate of Hades, fight against powerful enemies together with guild partners: Tie Sen, Oracion Seis and Maulde Kiel of Hades, reappear the heavy ties of demon tail partners, grow together in the battle, and rekindle their blood in the adventure.

Cool magic animation, 3D smooth action presentation, restore the unique magic of the care giver. The unique shield-breaking mechanism tests the player’s understanding of magical combat, manipulates the cool segments of Upanishads, and explores the new combat experience brought by different skill cycle strategies!

In addition to single-player combat, you can also create or join a guild, call different care guides to form the strongest team to participate in the guild BOSS challenge, and strive to reach the top of the guild’s highest score list to get more generous rewards!

Mission of War

Test time: August 15th.

"War Mission" is a two-dimensional science fiction theme of the mecha girl strategic placement card, you will assume the responsibility of the commander, fight side by side with the beautiful girl commanders, develop from a distance, and save this devastated and broken world in the adventure of the evil "disaster equipment". At present, the game is determined to be released in public beta on August 15th.

In the game, there are 60+ beautiful girls with high-value mecha, a variety of interactive dynamic vertical paintings and skin fashions to be replaced, and many professional seiyuu, Lori, royal elder sister, girls and other young ladies with different styles are brought together to give players a double feast of sight and hearing.

Rich and interesting card system, multi-strategy and camp genre, according to different battle scenes, using subtle strategy collocation, build your own Spirit team and fight in the last days.

Beijing Daily Client | Author Chen Pingyuan

I am not an "educator" in the traditional sense, because I am neither a minister of education, nor have I founded several schools, or even worked in the college of education of a university. If I need to sign up, I can only be a professor of Chinese Department in Peking University. Moreover, most of my academic achievements and awards, as well as many important academic titles, are mainly based on my achievements in China literature research. Most of my professional works have won awards and been translated, but books about universities are different-they are mainly aimed at ordinary readers rather than educational experts, not "monographs" with rigorous argumentation, but "articles" that are thought-provoking, easy to read, not professional, but have great social impact.

Why cross-border talk about education?

This comes to why I care about education. I don’t want to say that the 21st century is the century of education, because it can neither be proved nor falsified. In China, arguing about the gains and losses of education does not belong exclusively to educators or educational historians, but is the right and obligation that every intellectual can/must bear.I have mentioned many times that if we really care about the fate of China, we might as well start with education. The success or failure of education indicates the future of China. It is also because the attitude of Chinese people in speaking about education contains the way we think about problems, or cultural genes.My ability is very small, and my main concern is China University. In the preface of What is a University, I talked about my work goal-to think about what "University" is, what it has and what it can do as an extremely important organizational form of human society from the aspects of historical memory, cultural interpretation, spiritual construction and social practice.

In 1998, I co-edited The Old History of Peking University and the Story of the Old Peking University, which were published. The academic circles and the market responded well. Many friends were surprised and thought that I was going to change careers. So I published "Saying" An Expert in School History ",in which there was a passage:" It is logical for me to change from academic history to educational history. In other words, friends who are engaged in academic history, ideological history and literary history are potential experts in the study of educational history. Because, in China in the past century, it is a’ critical moment’ to cancel the imperial examinations and set up new schools. The establishment of the university system, including its academic thought and cultural spirit, is more fundamental to the transformation of traditional China-compared with the transfer of specific ideas and theories. "

My research on university history is always different from that of professional educational historians, with obvious problem consciousness. For example, learning to save disadvantages, different times have different "disadvantages", which need scholars to face and even contend. Earlier, I emphasized to look at the world. After the 1990s, the theory of "integration" gradually became the mainstream. From officials to academics to the public, I couldn’t wait to copy a famous western university directly. Instead, I reminded that "what is lacking in talking about university reformers today is not an international perspective, but an understanding and respect for" traditional China "and" modern China ".

The reason why I set up a special course on universities in Peking University across the disciplinary boundaries is that I hope that students will not only study in universities, but also read, appreciate, taste and question "universities" carefully as an educational form, a social organization and a cultural spirit. "I understand that’ going to college’ means not only learning specific professional knowledge, but also studying the institutions and mechanisms that produce this professional knowledge.In this way, what you have learned in college is fresh, critical and regenerative. "There is such a confession in the article:" It is this sense of participation and anxiety, this great idea of both idealism and feasibility, which makes me different from the general education experts and the’ angry youth’ full of moral demands when talking about universities. It may not be professional enough, but it is likely to be full of vitality. "

Of course, I attach importance to things like "One Hundred Years of China University? I can tell you the truth, I am better at it, or I am more concerned about it, which are newspaper articles that are transformed from speeches or conference speeches, face the current difficulties, stand firm and express clearly. For example, What kind of university do we need? Why is the credibility of universities declining? Looking at universities from a cultural point of view? The way of universities in the era of globalization, etc., are as short as five or six thousand, and as long as ten thousand words, there are not so many pleasantries and quotations. The advantages are clear-cut, but not emotional, at least enjoyable to read.

"the third kind of pen and ink"

My first book about universities was The Story of Old Peking University, published in 1998, which led a large number of books on "old universities" as well as literature and academics. Since then, when talking about university history, I began to turn from hard arguments and figures to lively characters and stories. This move at least makes everyone realize that university is not an empty concept, but a knowledge community, a knowledge community composed of people with blood, knowledge and spirit. About the history of the university, you don’t have to keep a straight face, you can tell it vividly. Talking about "university" from the perspective of "story" is not only nostalgic for the sages, but also full of life interest, which is in line with the reading taste of the public and will become a publishing fashion for a time.

In 2009, The Story of Old Peking University was published in an updated edition. In the postscript, I said: "It is not easy to discuss the gains and losses of Peking University in the narrative framework of China for a hundred years. Apart from ideological stance, it also involves how to enter history, including research strategies and narrative styles; It is the author’s little dream to combine the exploration of historical research with the innovation of writing style by combining’ literature’ and’ learning’. It is not a professional writing, nor is it a prose essay in the usual sense, but a semi-academic and semi-article. Let’s call itThe third kind of pen and ink’. "

It is this "third kind of pen and ink" that needs special explanation.I talk about university books, papers mixed with essays, miscellaneous feelings and speeches, instead of publishing academic monographs and essays separately. This contains my unique considerations-so many comprehensive universities or normal universities in China have education colleges, and the soldiers are stronger than Ma Zhuang, and there is plenty of food and grass. I need to find specialized case studies, or social surveys and policy suggestions for the right medicine. To be honest, there is no shortage of me. My specialty is that I am good at historical standpoint, critical vision, builder’s posture, essayist’s style, and I am interested and able to speak to the public.

"Unique" Speech Attitude

Many years ago, I was invited to the Central Party School to give a lecture to the class of university presidents, and to talk about my university philosophy and my views on China University. In the questioning session, a familiar friend said: What you said is wonderful, but it’s a pity that you have never been a principal. I understand what he means, not because I feel wronged, but because of the huge gap between ideal and reality. It is difficult for outsiders to understand the countless troubles of the president of China University. My response is, yes, I didn’t think and express myself from the position of the principal, because I am not the principal. China people like to speak for sages, which is the important reason why the article is not well written. I know very well that I am not the minister of education, nor the president of Peking University, but a professor who has a certain education and can think independently. Well, I will stand as a scholar and express my views on the history, present situation and future of China University. Whether it works or not is beyond my consideration.

In my opinion, China’s vast territory, the disparity between the rich and the poor, and the huge differences between urban and rural areas and the north and south make it difficult to talk about education in a word.The so-called "the other mountains all appear dwarfs under the sky." has a premise, and that is "once climbing to the top of the peek, one would see".

There are educational ideals and realistic concerns. I can do research and write articles. I choose to speak between professional discussion and mass communication. This kind of speech attitude makes my talk about university problems really unique.

(The author is Professor Peking University)

In the past few days, local medical institutions have continued to increase the supply of medical services, improve service processes, and maximize the protection of patients seeking medical treatment.

Recently, the epidemic period of respiratory diseases in winter has been superimposed in many places across the country, and the demand for medical and health services for urban and rural residents, especially children, has increased significantly. In Yaojia Township Health Center in Hengfeng County, Jiangxi Province, the daily number of patients has increased from more than 40 cases to nearly 100 cases. The visiting time of the health center was adjusted to 7: 00 a.m. to 8: 00 p.m., an increase of 4 hours than usual.

Xu Bishan, Dean of Yaojia Township Health Center, Hengfeng County, Shangrao City, Jiangxi Province:The number of staff on duty in pediatric outpatient department has increased from one attending physician every day to three attending physicians every day, and there is no rest on weekends. The pharmacy staff also fully ensured the use of drugs during influenza, and fully cooperated with clinicians for diagnosis and treatment.

Shanghai ensures the effective operation of fever clinics in primary medical and health institutions. The fever clinic of Caojiadu Community Health Service Center in Jing ‘an District is open from 8: 00 a.m. to 8: 00 p.m. every day. Patients do not need to register. There are commonly used emergency medicines available here, which can be directly distributed to patients in case of emergency. The community can also do antigen and antibody testing.

Lv Yuefeng, Deputy Director of Caojiadu Street Community Health Service Center, Jing ‘an District, Shanghai:Personnel and materials have been arranged. Like antipyretic and analgesic drugs, we still have more than 1,500 boxes, and there are more than 50 boxes for children, which can meet the needs of community residents at present.

Parents who have taken their children to a children’s hospital usually choose to come to a community health service center near their home for a follow-up visit after their children’s condition is stable. Do a blood routine, just wait for half an hour and the report will come out.

Large public hospitals all over the country also do everything possible to tap resources and carry out pediatric diagnosis and treatment services. Shengjing Hospital affiliated to China Medical University co-ordinates the mobilization of personnel, materials and areas to make every effort to meet the needs of diagnosis and treatment. The hospital transformed the adult ward of Shenbei Campus Rehabilitation Center into a pediatric comprehensive ward, and increased the infusion area of Nanhu Campus from one to three.

Xu Wei, Vice President of Shengjing Hospital affiliated to China Medical University:We bought a new transfusion chair, where we can sit and lie down, and each transfusion chair is equipped with an escort chair.

Wang Lijie, Deputy Director, Department of Pediatric Emergency and Critical Care Medicine, Shengjing Hospital affiliated to China Medical University:At present, the operation of our ward is relatively stable, and the children have been effectively treated.

Editor in Charge: Jia Hongwei

Beauty cosmetics may be the first industry to "roll up".

In the general environment, the growth rate of cosmetics retail market has slowed down, and various new regulations of the industry have gradually landed, and the business pressure of enterprises has suddenly increased; On the channel side, online traffic dividends are disappearing, and offline channels are still lingering in winter; On the brand side, new domestic products began to get cold, and international beauty brands also felt the chill.

According to incomplete statistics, in 2021, more than ten international beauty brands will either withdraw their cabinets, clear their warehouses or even stop operating in China. In the counted cases, the groups of imported brands are mainly international beauty giants, such as Yueshi Fengyin, owned by Korean Amore Pacific Construction Group, Benefit Bellingfield, a makeup brand owned by LVMH Group, and Jurlique, an Australian skin care brand, etc., involving skin care, makeup and care.

If there is a brand withdrawal, there will be a brand rise. When overseas beauty care brands want to test the water market in China, how can these brands make a breakthrough from 0 to 1? What channels should policymakers consider? How do they diagnose the shortcomings of brand development and make rapid adjustments?

In view of these problems, today’s case focuses on three beauty care brands, Fulifang Silk, Whoo Hou and Fulu Deya, which have maintained rapid growth in recent five years from the perspective of e-commerce operation, in an effort to put forward more prospects and thoughts for the further development of overseas beauty care brands in China market.

Author | Yang Li Yan Min

Source | cheung kong graduate school of business Case Center

In recent years, the scale of online transactions in China’s beauty industry has risen rapidly, and the growth rate far exceeds that of offline channels.E-commerce platforms represented by Tmall, JD.COM and Xiaohongshu have become the main distribution channels of overseas beauty care brands in China market.

This report focuses on three beauty care brands from the perspective of e-commerce operation: Fu Li Fang Si, Whoo Hou, Fu Lv De Ya.

All three brands are overseas brands that have entered China in recent years. They chose Tmall platform as one of the main channels for them to expand the China market, and commissioned local e-commerce to operate the company Liren Lizhuang service brand. All three brands have achieved sustained and rapid growth for more than five years.

Among them, Fulifang Silk comes from Japan and mainly sells amino acid formula cleansing products. In 2015, it entered Tmall, with annual sales of nearly 1 billion in 2021. The brand’s market share in Tmall cleansing products has exceeded 10%.

After Whoo, it mainly focused on facial care suits. In 2014, it entered Tmall, and in 2021, the store sales reached 2.56 billion. It is the largest and fastest growing Korean beauty brand in Amoy.

Fulv Deya is the first brand of scalp care in France. In 2015, the sales of Tmall flagship store was 3 million, and then it grew at a rate of over 100% for six consecutive years. In 2021, the sales exceeded 200 million.

Although the above three overseas beauty care brands have proven best-selling products in their local markets, they also have good brand power. However, in the face of the unfamiliar and opportunity-filled China market, how did these overseas beauty care brands achieve a breakthrough from 0 to 1?

In the ever-changing e-commerce market, how can they diagnose the shortcomings of brand development from massive data and make rapid adjustments?

Facing the future, can the above three brands achieve long-term sustainable growth through refined operation in the e-commerce market?

"Small pieces break big categories" is what many consumer brands want to do most:

Select a new track in the market, get stronger and stronger in this new track, and then surpass the development speed of big categories and become the leader of the whole big track.

Coca-Cola is like this to the soft drink market.

Fu Li Fang si asAmino acid formula cleansing productThe representative brand has basically realized the process of breaking the "big category" of cleansing products from the "small category" of gentle cleansing.

This achievement is due to two factors:First, it conforms to and cultivates the market background trend of mild skin care and amino acid skin care.

According to the statistics of Hidden Horse, in the TOP100 SKU of facial cleansing in double 11 from 2018 to 2020, the proportion of products with amino acid facial cleansing as the main selling point has increased from less than 50% in double 11 in 2018 to nearly 70% in double 11 in 2020.

The second is the operation team.(including brands and service providers)I have a deep insight into the operational logic of beauty care e-commerce and made fruitful operational actions.

Fulifang silk brand byKanebo JapanThe group was launched in 2001 and entered the China market with the concept of "cosmeceuticals" in 2005. Because there is no drug store format in China, Fu Lifangsi initially chose Watsons and other channels to expand the offline market.

In 2014, the sales of Fulifang Silk Network was about 33 million. At the same time, Liren Lizhuang, an e-commerce operation service company, judged that Fulifang silk has a huge room for improvement because:

One,Tmall digital intelligence tools show that the number of times consumers search for "amino acid cleansing" is on the rise, behind which is the rise of "component party"-this group of users do not blindly believe in "big names", but pay more attention to the real efficacy of products;

Second, since 2014, the rise of Tmall cosmetics indicates that the makeup market in China will usher in explosive growth, and the increase in the use of cosmetics will immediately bring more moderate demand for facial cleansing.

As a result, Fulifang Silk Tmall flagship store chose a new one in 2015.E-commerce operation service provider. From brand positioning to store management, refined and digital e-commerce operation has gradually brought Fulifang silk from niche brands to category number one.

The first is to reposition the brand.

Based on the insight into the trend of "amino acid cleansing", the operation team no longer uses the concept of "cosmeceutical" to define Fulifang silk, but equates it with the concepts of product selling points such as "amino acid cleansing" and "sensitive muscle friendliness".

Zhihu is a KOL for skin care.(opinion leader)One of the active platforms focuses on a large number of skin care products "component party" and "efficacy party" groups. The early core customers of Fridays came from the recommendation of KOL.

From a large number of questions and answers from Zhihu to WeChat WeChat official account, Xiaohongshu, Tik Tok, Aauto Quicker, etc., Fulifang Silk has gradually been endowed with the brand image of "the originator of amino acid cleansing".

In Tmall Station, the concept of "amino acid cleansing" has been repeatedly emphasized in every graphic propaganda and advertising of Fulifang Silk.

In the specific marketing activities, it is the daily work of the operation team to finely deliver according to the crowd portraits provided by the e-commerce platform and make good use of every marketing expense.

The second is to adjust the sales strategy.

In 2016, as a classic formula product of Fulifang Silk "Amino Acid Cleansing", "Fulifang Silk Cleansing Cream" quickly rose to the top three in Tmall Cleansing category, and then firmly occupied the top position.

Fridays used to sell 580 yuan/sets of water emulsion suits, and the higher unit price of the suits meant stronger competitors.

The operator quickly adjusted the store strategy, and mainly promoted 150 yuan/Branch’s 100g "Fulifang Silk Cleansing Cream", which on the one hand strengthened the brand features and product selling points of "Amino Acid Cleansing", on the other hand effectively lowered the consumption threshold, and achieved the explosion of "double 11 Cleansing Category NO.1 for five consecutive years".

Explosives can get the qualification to participate in Tmall’s large-scale marketing activities, which is equivalent to getting a lot of free traffic, making a benign interaction between stores and platforms.

After that, the acting operation team, after consultation with the brand, further introduced the 60g small-sized "Fulifang Silk Cleansing Cream" from 99 yuan/Branch.

Due to the high cost of small-sized products, the brand initially hesitated. However, in June 18, 2021, through the large-scale preferential activities of buy one get one free, combined with the cooperation of the head anchor, the 60-gram small-sized facial cleanser sold more than 1 million pieces, effectively attracting more new users to contact Fulifang silk.

Because of the refined operation, the flagship store of Fulifang Silk Tmall started with sales of more than 60 million yuan in 2016, and almost doubled year after year, with sales reaching 854 million by 2020.

In 2021, the sales of Fulifang Silk Tmall flagship store reached 969 million, with an increase rate of 13.5%.It is higher than the overall growth level of the industry of beauty and skin care products by 11%.

It is worth noting that in the case that the traffic cost of the e-commerce industry is generally rising, Fu Lifang has been in the past three years.In-station marketing cost(Note: In-station marketing cost = In-station marketing expenses /GMV)However, it remained stable and there was no upward trend.

Even if it is done in 2021.Chaotou(Note: Super head is the super head anchor, such as Li Jiaqi, etc.)The lowest discount rate of the over-head is only 90% of the conventional minimum discount rate, which has little impact on the unit price of the product.

In the last two years, traditional big-name brands and cutting-edge brands have launched similar products to compete for the amino acid cleansing market, and Fulifang silk is facing more intense brand competition.

The market share of Frestex in cleansing products has exceeded 10%, reaching the beauty market.A single brand is at a higher level of a single category.Competitors use price war methods such as the same price and quantity, the same quantity and low price, and constantly introduce a variety of products.

The product research and development team of Fulifang Silk is far away from Japan. Influenced by the relatively conservative Japanese business culture, it believes in the mature and classic amino acid cleansing formula, and the motivation to upgrade the formula is weak.

Similar to other international brands, the Japanese R&D team may not respond quickly to the needs of the China market, although Fridays China Company attaches great importance to the market insight gained by the generation operation team from data operation.

Figure 1: Diagnosis of the brand mental index (NEO) of Tmall brand of Fulifang Silk.

E-commerce digital intelligence tools can help us to further pay attention to and discuss the brand innovation of Fulifang Silk.

On the basis of systematically combing the classic business theories and business models of consulting companies, Tmall platform puts forward brand crowd mental index (NEO) from three dimensions of innovation, Engagement and sOlidiy, and combines it with brand crowd asset index (FAST) to form Tmall brand power model.

Among them, the innovation index includes two indicators: pioneer concentration and brand selling point relevance; the communication index includes three indicators: brand search popularity, close fans/active members concentration and brand recommendation concentration; and the value index includes three indicators: premium rate, positive price rate and repurchase rate.

As shown in fig. 1, according to this diagnostic tool, during the observation period,(June to December 2021)Inside and outside, the brand communication index of Fridays is better than that of the three strategic groups.Similar brands in the industry(Note: "Similar brand in the industry" is defined by the operation team through the long-term tracking of Tmall’s sales of digital intelligence tools. The dimensions to be considered include brand positioning, product positioning, price segment, portrait of users, inflow and outflow of brand people, etc.)And the "brand selling point relevance" in the innovation index still has room for further improvement.

NEO diagnostic tools can help brands to abandon subjective assumptions and urge them to think about the next marketing optimization measures.

As the leader of amino acid cleansing logic, how can Fulifang silk continue its brand influence on the concept of amino acid skin care and gentle cleansing? In the face of many competitors, can the classic formula alone continue to lead the gentle cleansing market?

Whoo is a high-end beauty brand launched by South Korea’s LG Life and Health Group in 2003. The post-Whoo brand is called "The History Of Whoo post-Whoo", which means the secret of the queen. The product is famous for its "unique skin care formula of the court". The skin care ingredients are extracted from precious medicinal materials such as ginseng and velvet antler, and the product packaging design also reflects the noble and elegant oriental style.

In South Korea, after Whoo, Li Yingai, a star, was hired as the brand spokesperson, which was deeply loved by high-spending people, and it was also a gift brand for the foreign affairs visit of the President of South Korea.

After entering the China market in 2006, Whoo mainly relied on the sales channels of shopping malls.

In 2014, Whoo settled in Tmall, and in 2016, it achieved annual sales of 155 million.

Due to the caution of Korean brands in China market and the invisible "Korean Restriction Order" since 2016, Whoo has never launched a large-scale advertisement in China market.

As a high-end beauty brand, Whoo will be associated with the mystery of Estee Lauder, Lancome and Hailan.（La Mer）It can be imagined that it is difficult for European and American brands to win the high-end beauty market.

How to achieve rapid growth after Whoo? In 2016, Liren Lizhuang took over the operation of the Whoo acquired cat flagship store and established the main operation idea: due to the shortcomings of weak public domain communication after Whoo, the auxiliary brands will achieve geometric growth in the next few years.First of all, we must have a deep consumer base and communicate directly with users through various means.

In the specific operation, the generation operation team divides consumers into two groups: "new customers" and "old customers".

How to develop "new customers"? The generation operation team uses the crowd labeling tool provided by the e-commerce platform to advertise and push the product selling point to the strategic crowd.

With the upgrade of platform marketing tools, operators can define multiple tags to find the target population.

For example, in the search for "facial care package" traffic, accurately identify people with high consumption power.

Considering the increasing cost of online marketing, the operation team attaches great importance to the maintenance of "old customers" and gives them more discounts and brand benefits to realize the effective activation of "old customers".

In recent years, withPrivate domain operation(Note: In the era of mobile internet, merchants can reach consumers directly through various communication tools, forming "private domain traffic", and this kind of interaction with consumers is "private domain operation")Becoming mainstream, the platform provides more tools to interact with consumers.

Private domain operation channels after Whoo include: Taobao group, store subscription, store live broadcast, shopping and so on. In double 11 in 2021, after Whoo, all private domain channels were fully linked and achieved good results:

In the live broadcast room of the store, the limited-time rights and interests (note: limited-time rights and interests generally refer to preferential prices or gifts that can only be enjoyed in the live broadcast room within a specific time range), the whole-hour formal attire, the delivery of iPhone13, and the invitation of stars and presidents to the live broadcast room led to a turnover of more than 200 million yuan, which attracted more than 128,000 fans’ attention and more than 65,000 new members.

The turnover of Taobao Group was 148 million, with more than 230,000 new people in the group, and more than 430,000 people entered the store.

From 2020, the generation operation team began to carry out more refined operations on private domain members. As of December 22, 2021, the total number of members reached 7.14 million, 14 times of the total number of members at the end of 2019.

Tianqidan water emulsion set is the main product after Whoo.In double 11 in 2021, more than 880,000 sets were sold, with sales exceeding 1.2 billion, accounting for nearly 90% of the total sales of the store in double 11, ranking first in the category of beauty, skin care and facial care sets for three consecutive years.

Based on e-commerce big data, operators predicted this trend as early as 2016. At that time, Tmall Digital Intelligence Tool showed that some consumers changed from searching for a certain beauty product to searching for skin care products.

Behind this behavior, two needs may be reflected:

First, consumers are no longer satisfied with simple skin care, but are eager to get more exquisite and systematic skin care methods;

Second, consumers hope to give more decent gifts to friends and elders through suits.

Based on the above judgment, the operator focuses on promoting Tianqidan water emulsion set to meet these needs.

Through a series of fine digital operations, the marketing cost of Whoo acquired cat flagship store in 2020 was the same as that in 2019, and even decreased by 10% in 2021, while the discount rate of goods remained unchanged.

At the same time, the flagship store of Whoo acquired cats maintained rapid growth year after year from 2016 to 2021, with sales of 870 million in 2019, explosive growth to 2.2 billion in 2020 and 2.56 billion yuan in 2021.

Figure 2: Diagnosis of Tmall Brand Mental Index (NEO) of 2：Whoo brand.

As shown in Figure 2, according to the Tmall brand mental index,（NEO）Analysis shows that the "premium rate" in the post-Whoo value index is at a high level among similar brands in the industry.

At the same time, during the observation period(June to December 2021)The communication index after Whoo shows an upward trend in many categories. This diagnosis result may be due to the intensive operation of the private sector population after Whoo during the observation period, which pushed up the communication index.

From the perspective of communication and promotion costs, the post-Whoo platform is greatly promoted.(Mainly 618, double 11)The communication cost during the period is lower than that of similar brands in the industry, so the communication index is low; During the promotion period in double 11, the marketing expenses after Whoo increased, which pushed the communication index to be equal to similar brands in the industry.

According to the NEO diagnostic tool, the brand communication index after Whoo has great potential for improvement. How can brands continue to grow under the circumstance of conservative advertising?

While paying attention to private domain operation, can we balance the high-priced image of the brand?(value index)Communicate with users(communication index)The relationship?

More importantly, should the long-term sustainable development of the post-Whoo brand in China continue to focus on the private domain, or should it need more public-private domain linkage and online-offline complementarity?

Fulv Deya brand was founded in 1957, and its star scalp care product "Three-phase Hair Nourishing Essence" ranked first in the sales of anti-shedding series in French pharmacies for 18 consecutive years.

Since entering the China market in 2015, Fu Lu Deya has regarded the e-commerce market as an important sales channel, which is due to several considerations:

1. Avene, a sensitive muscle brand owned by its parent company, Pierre Faber Group, has been successful in the e-commerce market in China;

Second, as a high-priced functional product, Fulu Deya is an efficient choice to reach the high-consumption anti-drop crowd by relying on the e-commerce platform and its big data tools.

Since 2015, Lulu Deya has settled in Tmall. In that year, the sales of flagship stores reached 3 million, and then it grew at a rate of over 100% for six consecutive years.

From 3 million in 2015 to 207 million in 2021, the flagship store of Fulu Deya Tmall entered the "100 million club" and achieved explosive growth. The market ranks from 50 to 8 in 2021, and ranks first in the categories of hair care essential oil bottles and scalp care.

It is particularly noteworthy that in the past three years, the ratio of in-station marketing expenses of Fulu Deya has shown a good trend of decreasing year by year, while the discount promotion of products has not increased. How does Fulv Deya brand stand out in the mixed anti-drop market?

The first is to define the product positioning.

In the market of hair care products in China, low-priced anti-shedding products emerge one after another, and their efficacy mostly stops at the "placebo effect", while Fulu Deya is different from these products.

First, Fu Lu Deya is positioned as "high-end anti-shedding and hair care", and the unit price of the goods is more than 235 yuan;

Second, Fu Lu Deya has a efficacy report issued by a professional laboratory, and dares to "shine a sword" in terms of efficacy.

On behalf of the operator Liren Lizhuang, it is suggested that the brand should cooperate with a third-party laboratory to make an investigation report, and extract the selling point of "3 months +7490 hairs" to directly hit the pain point of consumer demand.

As the main product to undertake this selling point, Fu Lu Deya’s "Three-phase Hair-nourishing Essence" accounted for 30% of the store sales growth, which realized the outbreak of single products that was essential for e-commerce.

The second is refined crowd operation.

Based on the confidence in the efficacy of the product, Fulu Deya chose Zhihu as the professional word of mouth, and Xiaohongshu as the vertical word of mouth to create a professional brand image through hospital channels. In the brand live broadcast room, many well-known bloggers and dermatologists from Huashan Hospital were invited to help out and establish a professional anti-detachment image.

In Taobao station, accurately screen people who have high consumption power and carry out multi-level and multi-angle marketing promotion.

Considering that there are 54 million people in Tmall’s anti-take-off crowd, at present, Fulu Deya has reached nearly 10 million people. It can be predicted that Fulu Deya brand will continue to be in a stage of rapid growth.

Figure 3: Diagnosis of Tmall brand mental index (NEO) of Fulu Deya brand.

According to Tmall brand mental index（NEO）Analysis, during the observation period(June-December 2021)Fu Lu Deya has a high innovation index and a high communication index, but the value index has room for improvement among similar brands in a series of industries.

Part of the reason is that, due to the different statistical caliber, there are differences in the statistics of product samples during the data observation period, which leads to the difference between the value index and brand awareness.

At the same time, the brand is worth thinking about how to continuously improve the traffic conversion rate while reducing the trial installation, so as to increase the overall premium of brand value and maintain the high-end image of the brand.

Fulifang silk broke the "big category" of cleansing products with gentle cleansing "small category" and became the first in the market share of cleansing products; After Whoo, the marketing expenses are much lower than those of similar brands in the industry, and the high-end beauty market is broken with strong private domain operation; Fulv Deya has achieved a high price break in the mixed anti-wash and hair care market, and it is in a stage of rapid growth.

The refined e-commerce operation of the above three overseas beauty care brands has brought several inspirations to the overall development of other overseas beauty care brands in China market.

First, rationally lay out offline channels and online channels.

Today, counters in high-end shopping malls are still a form of highlighting the high-end image of brands, and beauty collection stores provide lower-cost options for offline contact with users, which are not essentially different from those of a few years ago. However, the e-commerce channel represented by Tmall has undergone drastic changes in the past decade.

First of all, the e-commerce channel not only has a distribution function, but also can reshape the brand image in the form of planting grass with content.

Secondly, ten years ago, Tmall Mall may still be full of low-priced goods, but after several high-end beauty care brands settled in the form of official flagship stores in 2014-2016, a large number of users have become accustomed to Tmall buying high-end beauty care products.

For example, a single 99 yuan Fulifang silk small-size facial cleanser is clearly separated from the 20-30 yuan facial cleanser price band dominated by traditional daily chemical brands;

The price of Whoo Hou Tian Qi Dan water emulsion set above 1000 yuan is even higher than that of high-end brands such as Estee Lauder;

The price of a single piece is more than 500 yuan’s fragrant green Deya small-sized three-phase essence, and the price is comparable to that of French luxury brand Cashi.

For mid-to high-end consumer goods brands, which channels are more in line with brand value positioning now and in the future? Which channels can achieve a high input-output ratio of brand marketing expenses? What role do different channels play in the precipitation of brand influence? These are undoubtedly important issues that brands need to explore through big data insight.

Second, the key to seize the opportunity of China’s e-commerce market is the refined operation driven by data.

The China market is complex and changeable, and it is often difficult for overseas brands to cope with it. According to the research of iResearch, compared with local brands, overseas brands are more inclined to hire local e-commerce operators in China, and the cooperation is stable.

This cooperation allows overseas brands to focus on product research and development, while the agent operators can quickly respond to market changes, improve sales performance and promote the break-up and sustainable development of overseas brands in the China market because they are familiar with the rules and operational logic of e-commerce platforms.

The core competitiveness of agency companies lies in efficient marketing and sales capabilities, which is also the key to effectively control the traffic cost of e-commerce platforms.

As the cost of obtaining customers for e-commerce platforms increases year by year, the voice of e-commerce "the bottom of the flow dividend" is endless. However, the facts show that the marketing cost in the station has not increased with the rapid growth of sales of Fulifang Silk, Whoo Hou and Fulu Deya, which has a lot to do with the professional digital and refined operation of the operation team.

As far as more than 60 brands cooperated by Beauty and Beauty Cosmetics are concerned, methods such as creating explosive products, attracting new users with small-sized products, and using platform tools to realize refined crowd operation are generally adopted in the operation process of many brands. Behind these operational strategies are the day-to-day mining of network big data by front-line employees to middle and senior managers and the continuous optimization of brand strategy.

Third, the rapid growth of sustainable development can only be achieved by continuous innovation around the brand core value positioning.

Only by strengthening the communication between the brand and new and old users can we build a consumer mind that can support the brand. Optimizing the traffic conversion rate and effectively raising the premium is an indispensable means to maintain the brand value image.

Tmall brand mental index（NEO）And the corresponding brand power diagnosis model provide an effective e-commerce data diagnosis method for brands.

Innovation index is the first of the three dimensions. However, due to factors such as the choice of similar brands in the industry and the difference in statistical caliber of data, how to combine user behavior and store strategy to obtain innovative insights from data diagnosis is the direction that brands need to constantly think and optimize.

Fu Lu Deya’s NEO innovation index is high, which may be a support point for its high-speed growth stage. For Fridays, the NEO index suggests that the brand innovation index is low.

Combined with the characteristics of Japanese product research and development, brand control in China, and cooperation with the operation team, this data insight reflects the shortcomings that have been neglected in brand development, and provides a decision-making basis for the operation team to adjust its strategy in time and strengthen innovation to cope with market changes.