What exactly is China’s culture?

Author: Ge Zhaoguang (Professor, Institute of Literature and History, Fudan University)

The topic I am going to talk about today is a very common topic-what is the "China’s" culture? A little special is that I put the words "China’s" in quotation marks, because what I mainly discuss is what can be regarded as China’s culture.

Why do you want to discuss this issue?

As we all know, there have been many discussions about China culture since the late Qing Dynasty, from Lin Zexu and Wei Yuan’s "opening their eyes to see the world" to the May 4th New Culture Movement and the "cultural craze" in the 1980s. Why are we discussing this issue today? This is because I have the following special considerations, first of all, "tell the truth."

First, our past discussions about China culture, or the definition of China culture, are often exaggerated and specious. We have some highly generalized adjectives, but to be honest, you don’t know what he is talking about after listening to it, which is not in line with the habit of a historian. I’m going to tell you something specific today, that is, what can be regarded as "China’s culture".

Second, I also have my concerns. In recent years, many people are keen to talk about China culture, such as "China culture going abroad" and "China culture’s significance in the world". However, when many people talk about "China culture", they will first "narrow it down". As we all know, China is a multi-ethnic country now, but some people have narrowed China culture into Han culture, then narrowed it into Confucian culture in Han nationality, and then narrowed it into Confucian culture that he thinks is orthodox and classic, which makes us misunderstand what China culture is.

Thirdly, I am very worried that when we talk about "China culture", some people have a strange sense of cultural superiority that comes from nowhere. Therefore, under the background of the so-called "rise of China", many people will have an illusion that our China culture is superior to other cultures. Actually, culture is a phenomenon, a feature,There is no high or low culture and no high or low nation.Therefore, we need to know China culture rationally, historically and consciously now, so that we can have an attitude of mutual communication, mutual understanding and equality with various nationalities and cultures.

Five typical characteristics of China culture.

What I want to make clear today is what is a typical China culture. In other words, that is, the characteristics of China culture, what is obvious in China and not obvious in foreign countries, what is in China and not in foreign countries, so that we can call it "China culture". However, I have to make a definition here. The following is mainly about the culture of China, a Han nationality.

The first is reading, writing and thinking through Chinese characters.This is very important. You know, except for a few Dongba characters of Naxi nationality in China, all pictographic characters have basically disappeared in life, and only Chinese characters are still in direct contact with their original pictographs and originality.

Some Chinese characters are pictographic, such as the sun, the moon, the wood, the fire, the water, the hand and the knife, etc. This was called "Wen" in ancient China. In Zhang Taiyan’s view, this is the most basic Chinese character unit "Chuwen". This is the ancient people’s direct description of what he saw through images. However, if these words are not enough, we should add understanding, that is, add some symbols to mark the meaning on some hieroglyphics. For example, adding a little to the blade is the "blade"; Claw on the tree is "picking"; Cattle are locked in a pen, which is "prison" Knowing is still not enough, just add sounds and become pictophonetic characters, such as rivers, pines and cypresses.

The basic Chinese characters are mainly these three categories. Of course, there are six kinds of six books, but these three categories are the main ones. As you can see, these three categories are based on shape. Therefore, speaking, thinking, reading and writing with Chinese characters will bring many features, and there may be some.Emphasis on feeling and association, but the grammar is relatively simple.The characteristics of.

I often cite an example. China people have a natural feeling and association with "writing" and "character". The word "person" in ancient times is a person at first glance. If this person’s mouth is facing the sky, it is a "brother". A brother is not a brother’s brother, but a celebration "wish". A person’s mouth is facing the sky, which means "wish" and "curse". What is a person’s mouth facing forward? It is the "owe" of yawning. But what if this mouth falls back? Since it is "since", it means that you will not eat after eating, so it means "since", that is, it is over. Chinese characters are very interesting, which forms many characteristics of China culture. In short, the use of Chinese characters has brought about the development of calligraphy and the development of poetic temperament, such as antithesis and leveling, which are unique to monosyllabic Chinese characters. In ancient China, Chinese characters, a pictographic-based writing, have never been interrupted in history. It has greatly influenced our thinking, reading and writing, and even affected East Asia, forming the so-called "Chinese character cultural circle".

The second feature is "family, family, country and Confucianism produced in this social structure".This is very influential. When I am in class, especially for foreign students, I have to ask a question, which is, what should Jia Baoyu call Lin Daiyu, Xue Baochai and Shi Xiangyun? Foreigners are always confused. They say sister, I say, it’s not that simple. In Chinese, it’s cousin, but it’s still not that simple. Strictly speaking, Lin Daiyu is Jia Baoyu’s aunt cousin, Xue Baochai is Jia Baoyu’s aunt cousin, and Shi Xiangyun is a cousin after two generations.Why is China’s appellation so complicated?

This is because China’s family, clan and clan community, in order to be orderly, must define the relationship between distance and closeness very clearly, which involves China’s ethical principles and hierarchical order. To put it simply, there are actually two principles here. One is "there is a difference between inside and outside". Parents and husband and wife are divided into inside and outside, that is to say, female relatives and male relatives are not the same in rank. For example, uncle, uncle, that’s your father’s party, with the same surname; But, uncle and aunt, that’s the mother party, with different surnames. Therefore, grandparents are outside and grandparents are inside. In ancient China, it was clearly divided.

The second principle is "order from top to bottom". It must be made clear that the top and bottom are equal, and the division is clear and can’t be chaotic. These two principles are most obvious in the mourning system. After a person dies, what clothes to wear at this person’s funeral, on the one hand, shows how close you are to the deceased, on the other hand, connects a big family, an enlarged family and a larger family community through mourning. China’s family, clan and family community are enlarged again, which is the country. Neither country nor state in the west means "home".China has a "country" and a "home country".Because in China’s concept world, the country is an enlarged home, and the home is a reduced country, and the ethics of being orderly up and down and having other things inside and outside are also very strict at the national level. It is on this basis that Confucianism came into being.

Thirdly, a very important feature of China culture of Han nationality is the belief world of "three religions in one".Song Xiaozong, Emperor Yongle and yongzheng emperor all said almost the same thing, that is, "Confucianism governs the world, Buddhism governs the mind and Taoism governs the body". In other words, Confucianism is in charge of social governance, Buddhism is in charge of spiritual cultivation, and Taoism is in charge of physical cultivation. The three religions seem to be quite harmonious. In fact, historically, this truth is very simple. In China, Buddhism and Taoism have no absoluteness and sacredness, so it is difficult to see debates between religions and wars between religions. This is a characteristic of China.

The fourth feature is China’s most interesting Yin-Yang and Five Elements.Forget about Yin and Yang. There are two principles in the Five Elements. One is the mutual generation, the golden water, the aquatic wood, the wood fire, the fire earth, and the native gold, which are the samsara of mutual generation; Jin Kemu, Mu Ke Tu, Tu Ke Shui, Shui Ke Huo, Huo Ke Jin, this is the rotation of Xiang Ke. The second principle is that the five elements can connect everything in series, for example, the five elements can be matched with five parties, southeast, northwest and middle; Can be matched with five colors, blue, white, red, black and yellow; It can be matched with five tones, and the Gong Shang angle is feathered; It can also be served with five flavors, sweet and sour, spicy and salty, and so on. Connecting everything into a big network is the knowledge basis of our ancestors’ understanding of everything in the universe. Now we have studied science and have doubts about this, but in ancient times, this was the most critical basis for our understanding of the world, and on this basis, a whole set of knowledge and technology was produced.

Fifth, China’s concept of the world,In our modern words, China’s ancient world outlook is very different from that of other countries and nations. In ancient China, there was a place where the universe was imagined to be round, that is, the sky was round like a cover and the place was like a chess game. That is, the sky is round, like a hat, and it is like a chess board. Where is the center of the sky? The ancients imagined that in the North Pole. The ancients watched the celestial phenomena at night. In the vision, the sky is turning, but the earth is not. Therefore, "Heaven turns left". When you face north, the sky turns left, and you will feel that there is a place that never moves. This is the North Pole, which is the pole we are talking about now.

Where did the ancients think the center of the earth was? Luoyang is the center of the earth. This is because when this concept was formed, it was probably the Eastern Zhou Dynasty, when Wang was in Luoyang. Luoyang is the most remarkable, especially, on the day of the summer solstice, "there is no shadow under the sun." So,In ancient China, Luoyang was the center.Imagine zooming in and out, this is the shape of the earth, so there is a saying of "nine clothes" or "five clothes". Every five hundred miles, there are five hundred miles on each side, which is a thousand miles, and the "five clothes" is five thousand miles, and the earth is so square.

However, it is very important to form an idea from here, that is, the more people in the center, the higher the level of civilization.The more people on the edge, the lower the level of civilization. This is Na Man, Bei Di, Dong Yi and Xi Rong. China formed the concept of "Hua Yi" very early.That China people are civilized people and the people around them are barbarians, and barbarians have formed a set of "world concept", that is, imagining the world with me as the center. This imagination and concept gradually developed, which not only became a cultural concept in ethnography and geography, but also formed a political system, namely "tribute system".

If these five aspects are combined together, it constitutes a very obvious culture belonging to China, the Han nationality. However, it needs to be emphasized again that modern China is a mixture of five parties, and even the Han nationality itself is a mixture of five parties. From the Qin and Han Dynasties to the Sui and Tang Dynasties, in fact, foreigners came in constantly, and the Han nationality was gradually absorbed, integrated and mixed with other nationalities.

I have been saying that China culture is plural culture, not singular culture. If you don’t have this idea, you may become blind cultural arrogance.

03 different from the previous cultural transformation

Historically, China has always "changed within the tradition", and the mainstream culture has always been adjusted within the traditional system of Han culture. This is because in ancient China, no culture, whether Buddhism, Sanyi religion, Islam or Catholicism in the Ming and Qing Dynasties, can challenge and change this Han China culture. Therefore, the changes are all adjustment, adaptation, reform and change within the tradition. However, in the late Qing Dynasty, China had to "change outside the tradition" and go beyond the tradition, and its culture was facing a crisis.

From 1895 to 1919, this is the most important period of China’s ideological and cultural transformation. During this period, you will see many changes, for example, the emperor became the president, the Manchu empire became the Republic of China with five nationalities, and the traditional empire had to become a modern country; Abolish the imperial examination and set up schools; Opening parliament and establishing political parties; Cut off the braid and put on a dress; Stop bowing and shake hands; Women’s liberation and equality between men and women; Get rid of superstition and advocate science; Untie the bondage and get out of the family. In the past, the so-called "three cardinal guides and five permanent members" have changed and become very thorough and powerful. Facing the western and oriental powers, China people are in an anxious and nervous state of mind. It’s hard to see the self-confidence and stability in the past, and elegance, generosity and calmness are becoming more and more out of date.

Accordingly, the five aspects of the culture of China, the Han nationality, which we just talked about have also changed.

Although most people in China still use Chinese characters, great changes have taken place in modern Chinese.

First, the May 4th New Culture Movement advocated vernacular Chinese. It is undoubtedly very correct to advocate vernacular Chinese, because it is necessary to popularize the literacy rate and improve the cultural level of the people. However, there has also been aNew and old cultural fractureThe problem. The former written language, that is, classical Chinese, represents elegance, courtesy and dignity, and also represents education and culture. Now it is no longer there. When the previous spoken language becomes written language, elegant words and common sayings lose their equal rank, and at the same time, elegance and vulgarity are no longer different. I don’t know if you have this feeling now. Since the vernacular has become the mainstream, there is no longer an elegant way to write letters. With the popularization of computers and the popularity of the Internet, the style of language and culture has disappeared. For example, students write to me without signing their names, and finally they say "Hehe". There is no difference between elegance and vulgarity. Secondly, modern Chinese is mixed with too many modern or western new words. After these words come in, the world we perceive through language has changed. Thirdly, especially after 1950s, China advocated simplified Chinese characters, which widened the distance between the characters and the original image. Although simplified Chinese characters are easy to learn, they are more and more like abstract symbols without the original "shape". In traditional Chinese culture, problems arise through the thinking, writing and expression of images.

Second, there are also problems in family, family, country and Confucianism. Although some traditional families and family organizations are still maintained in modern China, especially in rural areas, China people still attach great importance to family, affection and obedience to their superiors. However, urbanization, small families and population mobility have changed the structural relationship between family, society and country. In the past, the close and interdependent neighborhood, township party and family relations have gradually disappeared in the process of modernization. Therefore,Confucian family ethics and state theory have gradually lost their original social foundation.

The third is to believe in the world. Since the late Qing Dynasty, under the impact of western democratic ideas, Confucianism has gradually been unable to bear the heavy responsibility of political ideology. Under the impact of western scientific ideas, Buddhism and Taoism have been tied down by "breaking superstition" and gradually withdrew from the real world of spirit, knowledge and belief.More and more secularization, institutionalization and tourism.Therefore, the traditional belief world is also in crisis.

The fourth one isyin-yang and five elementsUnder the impact of science, it is becoming more and more difficult to maintain, and it can’t completely explain everything in the world now. The theory of yin-yang and five elements is still preserved in the fields of traditional Chinese medicine, geomantic omen, food supplement and so on. In the whole modern knowledge system, it has reached a very marginal place.

The fifth is "from the world to all nations", and the basic concept of the world has changed. After the late Qing Dynasty, the Western Ocean entered the East, which not only destroyed China’s concept of the world and the tributary system, but also redefined the relationship between China and other countries in the world. The world outlook, world outlook, tribute or canonization system in ancient traditions are completely unrealistic.

The above changes show that China culture, especially China culture of Han nationality, has been in an era that needs to be re-recognized, re-understood and re-updated.

What is the difference between "culture" and "civilization"

Today, I have repeatedly stressed that there is no difference between different cultures, only civilization is different in degree. On the basis of such an understanding, we may be able to alleviate the long-term anxiety and tension. I’d like to quote a German scholar iria’s opinion here. In his book The Process of Civilization, he suggested that "culture" and "civilization" can be defined and distinguished, that is, "culture" is something that shows differences between nations, and it always shows a nation’s self and characteristics. Therefore, it has no distinction between high and low. And "civilization" is those things that gradually reduce the differences between different ethnic groups, showing the universal behavior and achievements of human beings. In other words, it is"Culture" makes all ethnic groups different, and "civilization" brings all ethnic groups closer and closer.

Then iria pointed out that "culture" is a kind of personality and spiritual temperament that you don’t have to teach deliberately, but you can get it by hearing it, while "civilization" is often something that you need to learn, so it is always connected with words such as "educated", "knowledgeable" and "regular". It’s like saying that we often play with the ball, which is no problem, but I’m sorry, once you go to the basketball court, you can’t kick it with your feet, and you can’t hold it with your hands (except the goalkeeper) when you go to the football field. Many people have to have rules when playing together.

Although "culture" allows you to express your own characteristics at will, "civilization" gives you some restrictions and rules. If we understand "civilization" and "culture" in this way, we don’t have to be afraid of globalization and modern order, and we don’t have to worry that our culture will be eroded. The question is how to protect our unique culture and tradition in the universal civilization and rules.

Then, I must also explain that,The "culture" of various ethnic groups is often stubborn, and it shows a resistance to heterogeneous "civilization".There is no doubt that civilization is constantly eroding culture, and we admit this, because "civilization" is often advancing, and it always shows the tendency of colonization and expansion. In other words, "culture" is related to tradition, which is special, while "civilization" is related to the future, which is universal. How to coordinate the two?

Today, we are going to talk about the characteristics of China culture of Han nationality, so what we need to consider is,How to preserve special cultures under a universal civilization rule, and at the same time understand the rationality of these cultures in history in the era of modern civilization.

For example, while accepting and praising science, can we have some sympathetic and historical understanding of Yin-Yang and Five Elements? For another example, when we accept the universal laws and systems, can we have a little historical understanding of the ethics and moral standards of the traditional family, family and country in China? For another example, can we also have some warmth towards traditional religions when accepting new civilizations? Similarly, can we not only accept the principle of equality among nations, but also have a little understanding of China people’s historical habits of understanding the world? I personally study history. I have always believed that both culture and civilization must be viewed from the perspective of history. We admit that history is unchangeable. We should look back at culture and look at civilization in the future and have sympathy for both.

Source: History Research Society

Editor: Xu Aixue of Weinan Political Science and Law Network

The spring of the game is more outside the game.

Game "Shadow Torch City" scene

Game "Shadow Torch City" scene

This is a bright color in spring. Yesterday, a set of exciting figures came from the Shanghai online publishing management work conference-the online game industry in Shanghai achieved sales revenue of 128 billion yuan, accounting for one-third of the country; Online literature achieved a sales income of 11.94 billion yuan in the whole year, and continued to dominate the domestic market; The total output value of the e-sports industry is 26.9 billion yuan, of which the income from competitions exceeds 6 billion yuan, accounting for half of the domestic market.

Shanghai’s online publishing industry has maintained a steady development trend in its innovation. With the arrival of a series of important events and activities such as China International Digital Interactive Entertainment Exhibition ChinaJoy and Global E-sports Conference, 2023 will be another wonderful year for Shanghai’s online publishing industry.

Turn sideline business into main business

In recent years, the social value of games and e-sports has received more and more attention and recognition. In many aspects such as scientific and technological innovation, cultural heritage, education and medical care, game e-sports are being completely broken. Nowadays, online publishing enterprises in Shanghai further explore the positive value of game e-sports, launch new explorations in many directions, and strive to make the current sideline business into the future main business.

As the application test interface of digital twins, virtual reality and other technologies, "game+technology" has become the core tool and innovation base to promote the digital transformation of different industries, and it can provide new technological innovation impetus for industrial manufacturing, autonomous driving and smart cities in the future. For another example, in the field of "game+medical care", with the in-depth application of medical big data, various digital therapies continue to broaden the boundaries. Studies have shown that the global digital therapy market is expanding rapidly, and it is expected to grow from $4.22 billion in 2021 to $18.06 billion in 2028, making it a market with great development potential. In this regard, Shengqu Games began to lay out the fields of digital medicine and brain science research very early, and Polk City’s "Gamification Digital Therapy Strategy" has also achieved good results in recent years. In addition, such as "games+non-legacy" and "games+cultural relics" have also become industry consensus models, realizing the integration of artistic pursuit, cultural heritage and commercial interests.

The "Game+"model, relying on more and more high-quality products, will embark on a new path of outward exploration, cross-border empowerment and positive value amplification.

Let the pioneer become the top stream

From July 27th to July 31st this year, China International Digital Interactive Entertainment Exhibition ChinaJoy will be held in Shanghai, which is one of the largest events in the world in the field of online publishing and digital entertainment. This year’s ChinaJoy coincides with its 20th anniversary and is of great significance for activating the Shanghai cultural market.

In addition to ChinaJoy, the 3rd China Game Innovation Competition and the 7th Online Literature Essay Competition will be held this year to select and encourage masterpieces. At the same time, excellent works and projects of online games, online literature, e-sports and integrated publishing will be supported through Shanghai Wenchuang Fund. When these large-scale events and activities, which connect the historical context of Shanghai’s digital publishing field, become bigger and stronger, and become the national and even global top stream, Shanghai’s digital publishing strength and China’s excellent works will be seen by the world.

Don’t think that in Shanghai, only big factories have opportunities. As a small and micro enterprise with only 20 people, the game "Shadow Torch City" developed by Titanium Nuclear Network brings positive thinking. Zhang Mao, the founder of the company, revealed: "Shadow Torch City takes cartoon animals as the protagonist and tells a serious anti-war story. The artistic design of the game incorporates a lot of Shanghai elements to form an innovative visual style, which is an important part of this product to win the attention of players and media at home and abroad. " Although Shadow Torch City is only a small and medium-sized work, it not only scored 85 points on the largest game platform in North America, but also was selected as the "Golden Palace" game by the most influential game media in Japan and successfully went to sea.

What is worth looking forward to is that in the loose and healthy soil of online game industry in Shanghai, more "Shadow Torch City" is still on the road.

Reporter Hua Xinyi

Source: Xinmin Evening News

Insight Report on the Trend of Beauty Industry in 2021: The Way to Attack Tmall’s Domestic Beauty

In the past two years, domestic beauty products have ushered in a "listing tide" in full swing. In October 2020, Pien Tze Huang launched the cosmetics business listing plan; In November, Perfect Diary’s parent company, Yixian E-commerce, was listed on the New York Stock Exchange, becoming the "first share of domestic beauty products" listed overseas; In March 2021, Winona’s parent company Betani went public.

Source: 2021 Beauty Industry Trend Insight Report

In addition to IPO, various funds have also poured into the domestic beauty industry. With the overall decline in the number of investment and financing events in the consumer sector, the number of investment and financing events in the beauty and skin care track will increase steadily in 2020. The favor of capital also proves from the side.The domestic beauty industry is entering the best development era.

In the iterative consumption ecology, the cutting-edge domestic beauty brands have seized the opportunity of the times to rise rapidly and explored an unprecedented way to attack. On April 13th,CBNData and Tmall Gold Makeup Awards were released.The way to attack Tmall’s domestic beauty products-2021 beauty industry trend insight report(Pay attention to Ali Research Institute and reply to "2021 Beauty Industry" to get the full text of the report)Based on CBNData consumer big data, we have an insight into the changing process of the era of domestic beauty, and summed up three major styles of counterattack of new domestic products.

Source: 2021 Beauty Industry Trend Insight Report

New brands rise strongly.

Domestic beauty cosmetics enter the 3.0 era.

In recent years, the scale of beauty care market in China has continued to expand.According to CBNData Report, it is estimated that the beauty market in China will reach 364.4 billion yuan in 2021. From 2018 to 2020, the online consumption of beauty care has also increased year by year, showing a high growth rate, and the growth rate of beauty care is higher than that of care. At the same time,The number of domestic brands in the beauty care industry is also increasing rapidly. In 2020, the growth rate of domestic brands is much higher than that of foreign brands.

Source: 2021 Beauty Industry Trend Insight Report

Behind the rise of domestic products, on the one hand, it is the help of venture capital to the beauty track, on the other hand, the recognition of domestic products by young consumers is strengthened.According to CBNData’s "Report" data, in 2020, the beauty track disclosed a total financing of 4.812 billion yuan, with a growth rate of 324%, making it one of the hottest tracks in the venture capital market in the consumer sector.

From the consumer point of view, in 2020, the Z generation will account for over 30% of the online beauty care consumers. They are native netizens who have grown up with the mobile Internet. They have been influenced by multiculturalism since childhood, and their consumption attitudes are different from those of previous generations. They are more in pursuit of value recognition when choosing brands, and they also have stronger national self-confidence. Compared with big-name labels, they are more interested in high value and cost performance.

According to CBNData data, 40% of the dressing tables of generation Z are domestic brands.

Source: 2021 Beauty Industry Trend Insight Report

Looking back at the road of attack of domestic beauty, I actually experienced it.Traditional beauty cosmetics, "Amoy beauty cosmetics" and cutting-edge beauty cosmetics.Three times. In the era of domestic product 1.0 before 2012, Ding Jiayi, herborist, Kazilan and other traditional domestic beauty and skin care brands reached consumers through traditional CS channels and communicated with consumers through mass media.

In 2012-2014, domestic beauty products entered the 2.0 era with the development of mobile Internet, and "Amoy Beauty Products" brands such as Royal Nifang, Afu Essential Oil and Mofashijia entered the fast lane of development with the help of the potential energy of e-commerce and the changes of users’ online consumption habits.

In recent years, from Perfect Diary, Huaxizi to colorkey, many new brands have seized the opportunity of new consumption. generate has shown great vitality, and domestic beauty cosmetics have entered the 3.0 era. According to the data,In 2020, the overall growth rate of the beauty industry will be 23%, while the growth rate of new beauty consumption will be as high as 78%.

Source: 2021 Beauty Industry Trend Insight Report

Three major styles of play

Open up the way to attack domestic beauty cosmetics

Although these cutting-edge domestic beauty products that rose in the 3.0 era have their own differentiated strategic layouts, they also have commonalities in "playing". CBNData’s "Report" summarizes the play of cutting-edge domestic products as follows"Online popularity, offline competition, sailing out to sea".

01

Online popularity:

Take advantage of the platform to play with young people

From cutting-edge domestic brandsFounder backgroundFrom the point of view, the founders of brands such as Huaxizi, Girlcult and colorkey are all brands founded by young people after 80 s and 90 s, and they know more about the changing new needs of young consumers.

Product tonalityIn fact, cutting-edge brands generally pay more attention to products.appearance index, but also good at passingIP crossoverTo achieve the effect of breaking the circle. The data shows that the proportion of people who choose another product because of better packaging is three times that of previous generations.

From 2018 to 2020, the consumption scale of online cross-border joint-name beauty products has greatly increased, and the consumption growth rate of cross-border joint-name products of cutting-edge brands is nearly three times that of beauty products as a whole.

Source: 2021 Beauty Industry Trend Insight Report

And inMarketing playIn fact, cutting-edge brands have a keen insight into the catalytic habits of young people, using Tik Tok, Xiaohongshu and bilibili.Content social platformWin the resonance of young users through scene and personalized content creation. In addition, many new domestic brands have also cooperated with Tmall Black Box and Alibaba Big Data.Tmall platformUnder the depth of empowerment, explosives are created to achieve overtaking in corners.

Source: 2021 Beauty Industry Trend Insight Report

02

Offline "competing for deer":

Layout offline to enhance the consumer experience

2020 is also the year of the outbreak of beauty collection stores. From colorists and WOW COLOUR to plum blossom and happy burning, offline beauty collections have expanded against the trend. A cutting-edge brand that started online, throughSettle in the beauty collection store,Open up offline channels, bring makeup fitting services to consumers, and create a more complete and diverse consumer experience.

Source: 2021 Beauty Industry Trend Insight Report

In addition to entering the beauty collection store, the new domestic beauty products will pass after having a certain industry influence.Brand flagship store, concept store, pop-up shopIn the form of offline stores, tell brand stories and communicate with consumers more accurately and deeply.

Source: 2021 Beauty Industry Trend Insight Report

03

Sail out to sea:

Relying on the platform to enter overseas markets

As far as domestic cities are concerned,Guangzhou ranks first in the list of new domestic beauty cities.Perfect Diary, Ximuyuan, colorkey and other domestic beauty brands were all born in Guangzhou. According to CBNData Report, cosmetics manufacturers in Guangzhou account for nearly 40% of the country, which can be said to be a veritable beauty supply chain base.

Source: 2021 Beauty Industry Trend Insight Report

And looking overseas,The new favorites of domestic products in the beauty industry have also entered overseas markets.According to the data of the General Administration of Customs, in the first three quarters of 2020, the export volume of cosmetics in China was 752,500 tons, and the export value reached 3.139 billion US dollars, up 13.2% year-on-year. Tmall Taobao Overseas 2020 double 11 is a hot "preemptive purchase", and domestic beauty products have increased by more than 10 times. Among the beauty products that go out to sea, lipstick, eye shadow and blush are the most popular categories, while mascara and powder cake have great development potential.

Source: 2021 Beauty Industry Trend Insight Report

Domestic beauty brands have their own unique tricks in "going out to sea", or relying on Tmall Taobao Overseas and Amazon.E-commerce platform salesGo around the world; Or buildOverseas official website, open official accounts of overseas social platforms and establish more contacts with overseas consumers; Or byAcquisition of international brandsLayout overseas markets with high-end routes.

With the iterative upgrade of social media platform and e-commerce platform, a large number of cutting-edge domestic beauty products have reconstructed the original consumption link and quickly established the brand’s influence among consumers; The offline layout provides consumers with a more personalized service experience; The new wave of domestic brands of beauty products going to sea is not only the layout of each brand strategy, but also proves the strength of China brand to the world.

Editor: Binka (please leave a message in the message area for reprinting and media cooperation)

Tom Brady became a minority shareholder in Birmingham City Football Club.

Recently, seven-time Super Bowl champion Tom Brady has become a minority shareholder of the champion team Birmingham City Football Club.

The NFL legend retired from the sport in February, and now he has established a "partnership" with Knighthead Capital Management LLC, the new owner of the Blue Army. Brady became the chairman of the new advisory board of St Andrews. "Tom Brady’s joining Birmingham City is a statement of intention. We are setting world-class standards, "said Tom Wagner, co-founder of Knighthead.

"Tom has invested both time and extensive professional knowledge," he continued. "As the chairman of the advisory committee, Tom will have a direct impact on the club. Men, women and the college team will all benefit from [his] knowledge. Tom’s goal is to make Birmingham a respected leader in nutrition, health, health care and recovery in football. "

Brady’s latest move into English football came after JJ Watt, the former NFL defensive end, took a similar move. Watt became a shareholder of Burnley in May, and actor and producer Michael B. Jordan also invested in Bournemouth at the end of last year. In addition, American golfers jordan spieth and Justin Thomas, as well as NBA All-Star Russell Westbrook, are now minority shareholders of Leeds United.

Birmingham City continues to say that Brady will also work closely with the management committee team in global marketing and finding business cooperation opportunities.

The latest situation in the Premier League: Manchester City is crowned three rounds ahead of schedule, Liverpool may miss the Champions League, and the relegation team chooses 2 out of 3.

In the 2022-23 season, the Premier League entered the 37th round, and the champion team had been produced in advance. As Arsenal lost 0-1 to Nottingham Forest, Manchester City, which had not played in three games, was crowned in advance. This round of Liverpool’s 1-1 draw with Villa may not be able to play in the Champions League next season; In terms of relegation situation, Nottingham Forest won 1-0 and landed early.

The match between Manchester City and Chelsea was originally the Blue Moon’s championship campaign, but before the game was played, the Manchester City soldiers got a good news in front of the TV. Arsenal lost and let them be crowned three rounds earlier. Arsenal led the standings for as many as 248 days this season, but it was Manchester City that won the championship in the end. The Blue Moon became the fifth team to win three consecutive championships in the top leagues in England after Huddersfield, Arsenal, Liverpool and Manchester United. Congratulations to Manchester City!

The championship suspense is gone, and the top four suspense is coming to an end. This round, Liverpool drew 1-1 at home to Villa, while Manchester United beat Bournemouth 1-0. This result means that Liverpool may miss the Champions League. They scored 66 points in 37 rounds, three points behind Manchester United and Newcastle United, but Newcastle and Manchester United both missed one round, which means that Newcastle and Manchester United can lock the Champions League tickets as long as they get one point in the remaining two rounds. Therefore, the teams that represent the Premier League in the Champions League next season are ready to go. Manchester City and Arsenal have confirmed that the remaining two teams are most likely Newcastle and Manchester United, and Liverpool will participate in the Europa League next season.

In terms of relegation, the original stalemate began to become clear in recent rounds. Bournemouth and West Ham landed first, and in this round, another team landed, and they beat Arsenal’s Nottingham Forest 1-0 at home. This season, this newly promoted team was once considered as a favorite for relegation, but they beat Brighton, Southampton and Arsenal in the sprint stage and scored 9 points. Nottingham Forest scored 37 points and was relegated ahead of schedule.

Southampton, which is at the bottom, has been relegated ahead of schedule, so the remaining two relegation places in the Premier League this season will come from Everton, Leeds United and Leicester. This round of Everton’s game has been played first. They drew with Wolves 1-1 away, while Leeds United will play against West Ham, who has already landed early. As the Hammers have to prepare for the Europa League final, this game is a good opportunity for Leeds United to score 3 points, and they have the opportunity to surpass Everton and escape from the relegation zone in one fell swoop. As for Leicester, it is very difficult for Blue Fox to score points in this round. Which two teams of Everton, Leeds United and Leicester will be relegated may have to wait until the final round to know the final result.

Liverpool have become accustomed to robbing the rich and helping the poor this season, and there is no victory against the newly promoted Red Army.

At 20:30 Beijing time, Bournemouth played Liverpool in the Premier League. In the first half, Billing scored a goal, in the second half, jota made a point, and Salah missed a penalty. In the end, Bournemouth defeated Liverpool 1-0. Liverpool have no chance to surpass Tottenham in the standings and still rank fifth, while Bournemouth escapes from the bottom.

Liverpool have finished all the Premier League away games against newly promoted horses this season, but they have failed to win any of these three games.

Liverpool drew 2-2 with Fulham and then lost 0-1 to Nottingham Forest.

According to statistics, Liverpool have lost two games in a row against the team at the bottom of the standings. The last game was lost to Wolves, the team at the bottom, 0-3 on February 4. This is also the first time that Liverpool have lost to the bottom team twice in a row since 2011, when the team lost to Wolves and West Ham United.

In addition, Squawka statistics show that Liverpool have five Premier League games starting at 12: 30 noon (local time) so far this season, and they have never won in five games and scored only two goals.

The results of these five games are as follows:

Fulham 2-2 Liverpool

Everton 0-0 Liverpool

Nottingham Forest 1-0 Liverpool

Liverpool 0-0 Chelsea

Bournemouth 1-0 Liverpool