The end of the year has passed, and all kinds of year-end festivals are dazzling. A few days ago, at a 2017 People of the Year Awards Ceremony, although the star were not afraid of the cold and wore strapless dresses, they were beautiful "frozen" people, but a woman wearing a shirt and trousers and walking with the wind was very eye-catching.

She is Celina Jade, the lady "Beauty Doctor". Describe her with a popular word recently, that is "Buddhism". On weekdays, I am enthusiastic but not publicity. I am low-key but I will do it quietly.

Celina Jade plays "Doctor Beauty" in Wolf Warriors 2.

I only paid attention to her movies and acting skills before. I didn’t expect her to be so amazing on the red carpet. Sure enough, it is willful to look good! Then, take stock of a wave of Celina Jade’s fashion styles this year.

First, look at this set of a 2017 People’s Festival. The sequins have another flavor, and the neckline is opened with a few buttons, which is a little sexy in mystery.

Celina JadeThere is a little sexy in mystery.

Then we turned our attention to the 2017 Shanghai International Film Festival. Celina Jade appeared in a black dress with a unique design, and her bold split and buttons were skillfully combined. Her legs were 2.8 meters long in an instant, and she felt that this dress was worn out of the feel of cheongsam.

Celina Jade split black dress bold and sexy.

InStyle Annual Idol Festival, Celina Jade’s dignified and elegant dress, and the cut of lace inlay bring a gentle and intellectual charm in simplicity.

Celina Jade’s dignified and elegant dress

At the 31st Chinese Golden Rooster Awards Ceremony, she appeared in a full-fledged dress of a goddess. The black perspective gauze skirt is full of mystery, and the shoulders are looming, fashionable and sexy.

Celina JadeGoddess is full of style.

At the 2017 Macau International Film Festival, Celina Jade chose an off-the-shoulder dress with a clever combination of silver gray and purple, which was dreamy.

Celina Jade strapless dress

At the Venice Film Festival in 2017, she turned into a walking mermaid princess, and the S-shaped waistline grabbed her sight, as if she had put all the cosmic stars on her body.

Celina JadeThe mermaid princess turned into a walking mermaid.

In addition to walking the red carpet, of course, you should dress beautifully for the show. The following set of clothes is just like a fairy in her body. The first time she got the floral trousers, she could be so exotic. If Celina Jade in a skirt is gentle and generous, then she is full of aura in trousers, and she exudes the word advanced all over!

Celina Jade floral trousers

Next, this pure white tube top dress is full of fairy tales. Celina Jade seems to like this simple and generous solid color dress, which is simple and not simple! The necklace around the neck is just right, and the star handbag has also sprouted the hearts of many netizens.

Celina Jade white tube top skirt

I was not idle when I went to Paris to watch the LANVIN show, and I also took a group of cool street shots. Celina Jade also won the 2017 International Zhenshang Award — Best star fashion award in the world.

Celina Jade also won the 2017 International Zhenshang Award.

Miraculously, she always has the magic power to skillfully combine Chinese and western elements perfectly, and this time she made fashion clothes and traditional culture into a mashup style.

Celina Jade mashup style

Speaking of street shooting, Celina Jade, who participated in New York Fashion Week, also has a group of fashion LOOK strolling on the streets of new york. Domineering, gentle, sweet and casual, each style can be easily hold.

Street in new york, Celina Jade

These sets of autumn and winter series perfectly interpret their own style.

Celina Jade white shirt

When attending brand activities, Celina Jade put on a long skirt. The simple design of pure black, if you look closely, there are hidden hollowed-out thoughts. It is really all legs from the chest down, and you don’t lose the model at all.

Celina Jade Long Legs

In normal life, she will also choose simple and generous clothes to facilitate long-distance flights. Like this pure black jumpsuit, most people dare not try it easily, but she wisely chose purple lipstick as the finishing touch. It not only ensures the comfort, but also boldly plays the color until it flies.

Celina Jade black jumpsuit is simple and fashionable.

Having said that, I finally want to introduce you to one of the most distinctive shapes. Celina Jade came to Mumbai to attend the film festival and put on a beautiful Indian sari.

Celina Jade incarnates the beautiful Indian sari.

White and blue are fresh and clean, as if the blue sky and soft clouds are covered in the body, and pearls and crystals are dotted in the tassels of feathers.

Celina Jade

Taking a photo with Aamir Khan and Zaira Wasim, starring in Wrestling Dad, was cured by a smile.

Celina Jade and the creator of Wrestling Dad took a group photo.

However, Celina Jade said that the most impressive thing was not the film festival, but the last day in India. On the way to Ganeshpuri at two o’clock in the morning, he saw the slums, bought all the snacks and biscuits in a shop and gave them some small fireworks to have a little entertainment on the Lantern Festival.

Celina Jade gives gifts to slum villagers.

It is said that the Buddha’s love beans, like Celina Jade, are worthy of praise. I look forward to new works and amazing shapes this year.

【Global Network Science and Technology Report?journalist?Lindy】According to the data of IDC’s global quarterly mobile phone tracking report, the global smartphone shipments in the third quarter of 2022 decreased by 9.7% year-on-year to 301.9 million units, among which the domestic mobile phone shipments with folding screens exceeded 1 million units, an increase of about 246% year-on-year, setting the largest single-season shipment in history. As an innovative model integrating many advanced technologies, the shipment and sales volume of folding screen mobile phones continue to expand, achieving contrarian growth. Guo Tianxiang, an analyst at IDC, believes that the folding screen mobile phone market will be further opened in 2023, and the sales volume will increase year by year.

In the context of the contrarian growth of folding screens, it has become the consensus of the global smart phone industry to launch the folding screen mobile phone market. At present, domestic mobile phones also continue to invest in this track, and gradually break through in key technologies, and the upstream and downstream of the industrial chain have also increased.

withUser Experienceforfoundationgo onCore technological innovation

Compared with ordinary smart phones, the folding screen mobile phone has a larger screen like a tablet computer, and it is as easy to carry when folded, that is, the folding screen mobile phone combines a tablet computer with an ordinary smart phone, which is convenient for people to work, study and entertain. However, compared with ordinary smart phones, folding screen phones have added key components such as flexible screens and hinges, which increases the weight and costs greatly, making the price of folding screen phones higher than that of ordinary high-end smart phones.

The Report on Market Development Trend of GFK China Folding Screen Smartphone released in 2022 shows that weight is still the core problem that prevents users from buying folding screen smartphones. How to "reduce weight" for folding screens while ensuring quality and experience is a difficult problem for all terminal manufacturers.

As the industry has previously reflected, the value of folding screen is seen by users, but the form of new products has also brought new frictions, such as weight, thickness and price. Users are not necessarily familiar with the use habits of folding screen mobile phones at the beginning, which increases the use threshold of folding screen mobile phones. The new value and new friction mentioned above just constitute the formula for OPPO to join the ranks for product innovation.

Zhou Yibao, product manager of OPPO Find N series, once put forward an OPPO innovative product formula, that is, the value of innovative category = (new value-new friction)+traditional value. "For the folding screen, the new value is to surpass the big screen and hovering experience of the straight board machine; The new friction is that the fuselage is overweight, the flexible screen is deeply bent and creased, and the interactive experience is not good. The traditional value is the same functional experience as the flagship straight board machine, and none of them can be less. To put it simply, it is to achieve’ beyond the experience of a straight mobile phone’-to provide more experience than a straight mobile phone, but not to increase the extra burden. "?

OPPO believes that the great pain point for users to use folding machines now is weight.

Zhang Qian, a senior engineer of OPPO’s innovative product development team, told the reporter, "The hinge (of the folding screen mobile phone) is about 20 grams. If the hinge can be made light and thin, the combined use experience will be similar to that of the straight board machine, and it will have a larger screen experience when unfolded, which will be of great help to users and the entire folding machine market. Therefore, lightness and thinness have always been our pursuit, and it is also the biggest difficulty on our way forward. "

Based on this principle, after four years and six generations of research and development, OPPO launched the first folding flagship Find N in December 2021, and it was scheduled to break through one million in just one month, becoming the second sales volume of folding mobile phones in the first half of 2022, and reaching the highest product satisfaction of OPPO so far. After a lapse of one year, OPPO released a new generation of folding flagship Find N2 series on December 15th, 2022, including the lightest horizontal folding flagship Find N2 with only 233g, and the vertical folding product Find N2 Flip with the first 3.26-inch and the largest external screen to date.

Today, OPPO Find N2 ushered in its first sale. According to the official sales data, OPPO Find N2 won the first place in the sales of JD.COM and Tmall dual-platform Android phones in full price range.

In this regard, industry analysis said that the reason for OPPO to harvest this transcript is to take the needs of users as the starting point and deepen industrial chain cooperation for joint attack. In technology research and development, we have accumulated a lot and gained a better experience in products, which can be recognized by consumers. On the other hand, OPPO’s active R&D investment in the folding screen field has also enabled OPPO to gain a greater voice in the supply chain system, which has promoted the domestic "counterattack" of China smartphones in the folding screen field, and objectively led the technological innovation and industrial progress of folding screens.

Empowering industrial chain allianceassault fortified positions?Push the industry forward

According to media reports, a few years ago, the industrial chain of folding screen mobile phones was not mature enough, which caused creases on the surface of folding screens and was criticized by consumers. These factors lead to the tepid mobile phone market in 2019 and 2020. Since 2021, the folding screen mobile phone market has begun to warm up, driving more and more manufacturers to join.

"Regarding the technology of the supply chain, in fact, OPPO’s first concern in making products is to give users a good product." In the interview, Li Mingyang, head of OPPO’s product innovation team, said that in order to do well, such as crease and weight, in fact, OPPO didn’t consider the cost at first, just wanted to do well the product and make the user experience better. "At this time, our choice of suppliers will also be the top in the industry, and everyone can cooperate with each other to make the best products. In this process, we found that the level of the whole industry is gradually improving, and then the maturity of the whole industry will get better and better, and it will become more and more complete. "

Zhang Qian explained for example: "OPPO will set a very high benchmark for the whole industry in the’ light’ of (folding screen mobile phones), which is a level that is difficult for everyone to achieve in a short time. Our weight can compete with the straight board machine. At the same time, we also have high internal goals, and we will continue to explore the weight and thickness to achieve (or approach) the standard of the straight board machine. "

Specifically, OPPO starts from two aspects: material and structure, and achieves reliability upgrade and weight reduction in parts such as screens and hinges.

On the screen side, OPPO uses multi-layer carbon fiber materials known as "black gold" as the supporting skeleton of the screen, which greatly reduces the weight. Only the screen display structure Find N2 is 34% lighter than the previous generation Find N.. In the aspect of hinge, the aerospace MIM super-tough alloy with higher strength and high-strength composite carbon fiber material are introduced to make the hinge of Find N lighter, narrower and stronger. Structurally, thanks to the introduction of high-strength composite carbon fiber, the tenon-mortise technology with China characteristics and slide rail link can be used to replace the previous rivet structure, and the hinge parts can be closely combined without using a rivet and screw. The number of hinge parts has been reduced from 136 in the first generation to 100, which is more solid in cooperation with each other.

It is understood that since 2015, OPPO and Amphenol Feifeng have jointly developed folding screen hinges (hinges). Since the establishment of OPPO folding screen products, Amphenol Feifeng has been the hinge supplier of OPPO. In the process of cooperation, OPPO defines the functions of products and key parts based on the needs of users, and puts forward a complete hinge design scheme. In the process of landing the design scheme, it carries out joint technical attack with Amphenol Feifeng on the aspects of material selection and technical process optimization.

According to the data, in 2021, OPPO’s self-developed seiko quasi-vertebral hinge was mass-produced for the first time on Find N, covering more than 240 patents. After the cooperation between the two parties, OPPO’s hinge technology iteration and project volume expansion have enabled Amphenol Feifeng to improve its talents, core equipment, production line automation and production capacity in an all-round way.

It is noteworthy that Chloe Wang, R&D director of Amphenol Feifeng, told reporters that there is no exclusive restriction on the strategic cooperation projects with OPPO. Because the cooperation mode between OPPO and suppliers has always been a concept, that is, win-win cooperation, they will choose a cooperation mode that maximizes the interests of both parties.

At present, the supply chain of folding screen is still dominated by overseas companies, but domestic companies have also achieved substitution in key components such as glass cover. OPPO maintains close communication with domestic screen manufacturers, and is committed to the exploration of technical breakthroughs in flexible OLED panels, further improving the pain points of folding screen life, crease and weight. In addition, OPPO signed a strategic cooperation agreement with Amphenol Feifeng this year. In the future, the two sides will deepen cooperation and jointly tackle key problems to promote hinge innovation and industrial progress.

According to iResearch’s Insight Report on China Folding Screen Mobile Phone Market, the estimated shipment of folding screen mobile phones will reach 4.5 million units in 2023, with a growth rate of 69.5%. It is expected that the global smartphone shipments will slowly pick up after the shipment of folding screen mobile phones reaches a certain scale in the future. In terms of sales volume, GFK Fanor predicts that the domestic sales volume of folding screens will reach 3.8 million units in 2023, with a growth rate of 90%.

From the key links of the industrial chain, the research and development of key devices, including hinges, covers and flexible panels, is an important factor to promote the further maturity of the folding screen market, including BOE BOE’s exploration in the field of flexible screens, and the layout of domestic suppliers such as Changyang Technology and Kaisheng Technology in the field of UTG glass covers. Moreover, thanks to the joint promotion of mobile phone manufacturers such as OPPO and supply chain manufacturers such as Amphenol Feifeng, the number of hinge patent applications has increased rapidly, which helps the rapid iteration and optimization of hinge design.

As the industry has said, China science and technology enterprises in the folding screen mobile phone industry chain are stepping confidently on the road of innovation.

　　The school not only has a tea garden, but also a tea frying machine for students to experience tea frying; In addition to beautiful gardens, there are also Chinese herbal medicine gardens on campus, listing different kinds of Chinese herbal medicines and offering Chinese herbal medicine planting courses … In Yunnan Province, which is famous for its biodiversity and beautiful ecology, many primary and secondary schools have set up labor practice bases with the theme of green ecology to empower students to grow.

　　Walking into Longtan Central School in Longtan Township, Yuanjiang County, Yuxi City, on the hillside above the basketball court, the 4-acre tea garden is particularly eye-catching. "We not only have our own tea garden, but also have our own tea frying machine. Students especially like the labor practice of picking and frying tea." Yang Jiawen, principal of Longtan Central School, said that this course not only cultivates children’s living ability and sense of responsibility, but also brings students economic income to improve their life happiness index.

　　He introduced that the school has built two brands of Chunqin Tea and Bitan Tea based on the tea garden. In 2023, it harvested more than 100 kilograms of tea, with an average income of more than 200 yuan per class. In addition, the school has also opened up plantations and breeding gardens, with classes in autonomous management. In 2023, the whole school harvested more than 200 kilograms of vegetables and sold them to the school canteen, with an average income of more than 100 yuan per class. The money is used to buy cakes for students’ birthdays and extra-curricular books.

　　The picture shows the students of Longtan Central School building a vegetable plantation by themselves. Photo courtesy of Longtan Central School

　　"In the past, teachers and students would go for a walk outside the school. Now, they like to stroll and talk in the small vegetable garden. While experiencing the happiness of labor, everyone relaxed their mood and harvested their own labor results. " Yang Jiawen told reporters that everyone was very happy to see that their labor brought happiness to the class.

　　This exploration is inspired by Yang Jiawen’s participation in the "Ten Thousand Principals Training Program" in Yunnan Province: "In the past, some students had little enthusiasm for going to school. Through learning, I thought of building a labor practice base and establishing an ecological campus to cultivate children’s labor enthusiasm, self-care ability and sense of responsibility. "

　　Coincidentally, Chunhe Street Central Primary School, located in Hongta District, Yuxi City, a "granary in central Yunnan" and a "hometown of clouds and smog", also explores the construction of ecological campus and the setting of characteristic practical courses. This township primary school at the junction of urban and rural areas has mountains and waters, covers a large area and consists of 11 complete primary schools. They strive to create a campus culture with the theme of "Spring Fun", and combine the characteristics of each campus to create a harmonious and different "Spring Fun 1+X" course.

　　The picture shows "Baicaoxuan" Chinese Herbal Garden in Huangcaoba Primary School. Photo courtesy of Huangcaoba Primary School

　　Hao Yong, the principal of the school and the seventh student of the "10,000 Principals Training Program" in Yunnan Province, said, for example, the Central Primary School and Longchi Primary School are close to the local water sources Feijing Reservoir and Jiulongchi respectively, and the school starts from courses and activities to guide children to care for the environment and be ecological messengers; Boarding Huangcaoba Primary School is located in the depths of the mountains, with a high coverage rate of surrounding Chinese herbal medicines. The school has opened up a piece of land, built a "Baicaoxuan" Chinese herbal medicine garden, planted different kinds of Chinese herbal medicines, and offered Chinese herbal medicine planting courses to inherit and protect Chinese herbal medicine culture.

　　Bend down to see moral education, and know your hometown by loving the soil. Hao Yong said that the school pays equal attention to teaching and practice, and actively carries out natural ecological protection education, which is also a beautiful fruit of the "Ten Thousand Principals Training Program" project.

　　Based on a brand-new concept and model, from September 2018 to January 2024, the project selected 10,057 young and middle-aged principals, vice principals and principal reserve cadres, and conducted 130-day off-the-job training in batches, focusing on improving the principals’ educational ideas, school-running ideas and school-running ability.

　　"During the training, we listened to 40 famous lectures, read 20 professional classics, and learned many new educational concepts and teaching models." After participating in the "Ten Thousand Principals Training Program", Yang Jiawen lamented: If you don’t study, you will regress. I hope that new exploration will bring more possibilities to children’s growth. (Chen Xuelian)

# Tell the truth # China history: a long and rich cultural heritage.

China, a country with a long history of 5,000 years, is famous for its profound cultural and historical heritage. From ancient Oracle Bone Inscriptions and bronzes, to a hundred schools of thought contending during the Spring and Autumn Period and the Warring States Period, and then to Qin Shihuang’s unification of the six countries, the history of China is like a colorful picture, showing the wisdom, courage and determination of the people of China.

In ancient times, China was famous for its prosperous commerce, agriculture and handicrafts. Oracle Bone Inscriptions and bronzes in Shang Dynasty, as well as a hundred schools of thought contended during the Spring and Autumn Period and the Warring States Period, are all bright pearls in the history of China. These achievements of civilization not only have a far-reaching impact on China, but also have made important contributions to the development of world civilization.

After Qin Shihuang unified the six countries, the history of China entered a feudal society. During this period, China’s politics, economy, culture and science and technology have made great progress. Great projects such as the Great Wall, the Grand Canal and the Terracotta Warriors were all initiated by Qin Shihuang, which fully demonstrated the diligence and wisdom of the people of China.

The Tang and Song Dynasties was another peak in the history of China. The prosperity and cultural prosperity of the Tang Dynasty, and the development of science, technology and commerce in the Song Dynasty have all contributed a lot to the history of China. Poetry of Tang and Song Dynasties is a cultural treasure of this period, and it is still praised by people.

After entering modern times, China experienced many wars and turbulence. However, the people of China have never given up their pursuit of a better life. In the War of Resistance against Japan, the people of China resisted the Japanese invaders and defended their homeland with perseverance. After the founding of New China, China began the road of reconstruction and development. Today, China has become the second largest economy in the world, and people’s living standards have been greatly improved.

Looking back at the history of China, we can’t help being proud of the wisdom, courage and determination of the people of China. The long and rich history of China is not only reflected in the ancient civilization heritage, but also in the tenacious resistance and unremitting efforts of the people of China in various periods.

Looking ahead, we believe that China will continue to maintain its historical and cultural heritage and innovation. In the new era, the people of China will continue to carry forward their fine traditions and spiritual qualities and work hard to realize the Chinese dream of the great rejuvenation of the Chinese nation.

To sum up, the history of China is a great epic full of wisdom, courage and determination. It is not only the precious wealth of China people, but also the common heritage of all mankind. Through in-depth study and understanding of the history of China, we can better understand the spiritual world and values of the people of China, and at the same time, we can better appreciate and inherit this great cultural heritage.

At 23: 30 pm Beijing time on October 29th, the 10th round of the 2023-24 Premier League ushered in the first Manchester City Derby of this season, and Manchester United played against Manchester City at Old Trafford Stadium. In the first half, Hoyle pulled Rodley down and sent a penalty, and Harland took the penalty and hit it; In the second half, Harland scored twice with another goal, and before the end, he assisted Foton to seal the victory. Onana made many dives in the audience. In the end, Manchester City beat Manchester United 3-0 away.

This game is the 191st Manchester City Derby in history. Before the game, a series of activities were held at Old Trafford Stadium to commemorate the legendary Sir Bobby Charlton.

In the second minute, Manchester United stole the ball in midfield, and McTominay took the ball to the front of the penalty area and shot it with his left foot. The ball was not strong enough for Edersen. In the 8th minute, Rodley in the frontcourt hoisted the ball into the right side of the penalty area, Walker put it in front of the baseline and knocked the ball across the middle. Foden’s header was saved by Onana.

In the 12th minute, Grali took the ball to the left side of the penalty area, but he passed it back to his opponent in an inverted triangle. Hoyle took the ball and pushed it forward. Unfortunately, his teammates responded too slowly, and the fast break turned into a sports war. In the 15th minute, Foton sent a straight plug from the midfield, and Onana rushed out of the penalty area to clear the ball before Harland did.

In the 20th minute, Manchester City kicked the left tactical corner, Grali grabbed the ball from the right side of the restricted area and shot the far corner, and Onana saved the ball.In the 26th minute, Manchester City won a free kick in the frontcourt, and the ball was hoisted into the penalty area. Rodley, who was fighting for the landing point, was pulled down by Hoyle, and the referee awarded a penalty after watching VAR.

The penalty was taken by Harland, who shot his left foot low in the lower right corner of the goal and tricked Onana into scoring the ball. Manchester City led Manchester United 1-0.

In the 31st minute, Manchester City made a mistake in the frontcourt return, and Hoyle got the ball and got a half-single-handed chance. After he passed the goalkeeper, he didn’t have an angle to shoot, and then he crossed the middle. Unfortunately, B shot high from a small angle.

In the 36th minute, Manchester City made a cross from the right in the frontcourt. Maguire’s header in the penalty area was on Dallot, and he was almost attacked by Grali. In the 37th minute, Manchester City got a free kick from the left outside the penalty area, and Alvarez shot directly, and Onana saved the ball.

In the 45th minute, Manchester United made a long pass from the right side of the midfield. At the top of the arc, McTominay stopped the ball and turned to volley. Edersen saved the ball with one hand. In the 45th+4th minute, Seat B made a forward pass on the left baseline of the restricted area, and Harland headed Taishan in the small restricted area, and Onana flew to dedicate himself. At the end of the first half, Manchester City temporarily took the lead.

In the second half, Yi Bian fought again. In the 48th minute, B Fei received a tactical corner kick in front of the penalty area and made a long shot. Edersen saved the ball. In the 56th minute, Grali took the ball to the far corner from the left side of the restricted area, and Onana saved the ball sideways.In the 50th minute, the B-seat caught the ball and came to the bottom line on the left side of the penalty area. Harland in the middle headed the goal. This time, Onana had no choice. Manchester City led Manchester United 2-0.

In the 58th minute, Alvarez directly blocked the left side of the restricted area at the top of the arc, and Grali made a small-angle volley, and the ball missed the far post. In the 66th minute, Seat B shot with his left foot in front of the penalty area, and Onana hugged the ball. In the 69th minute, Rachford moved forward into the restricted area, and after receiving a long pass from the midfield, he shot low from a far corner at a small angle, and the ball missed slightly.

In the 71st minute, Grali sent a straight plug in the frontcourt, and Harland caught the ball to form a single knife. His volley on the left side of the restricted area was blocked by the attacking Onana. A minute later, Lindelov and Onana’s continuous mistakes almost gave Manchester City a goal.

In the 80th minute, Rodley took the ball and made a long-range shot in front of the restricted area. Onana saved the ball sideways, Harland got the ball on the left side of the restricted area and then passed it horizontally. Foden in the middle of the road easily shoveled the empty net and Manchester City led Manchester United 3-0.

In the 82nd minute, Manchester City made a cross from the left side of the penalty area. Before the penalty spot, Foden turned his back and hit the door, and the ball only missed a little.

In the end, the whole game ended and Manchester City beat Manchester United 3-0.

From 2012 to 2021, the share of local skin care increased first and then decreased, and the share of local makeup increased by nearly 14pcts； in ten years; At present, the channel and media dividends have faded, local high-quality leading brands have increased investment in research and development, product strength has increased, and high-end has quietly advanced; At the same time, local brands have a deeper understanding of domestic channels and marketing, and local brands have diverted to international high-end brands, and their overall share has entered the bottom area, and their future promotion is expected.

▍ China skin care market: the share of local brands rises first and then falls; At present, the local leading brands are diverging from international high-end brands, and their share is at the bottom.

2012-2021: The share of local skin care increased from 24.8% in 2012 to 34.3% in 2018, and then fell back to 27.7% in 2021; The share of French brands has increased from stable (14% ~ 15% in 2012-2018) to 22.1% in 2021, which is closely related to the strong product strength of French brands and their advantages in sensitive repair and anti-aging. Korean brand share rose first and then stabilized, from 1.2% to 4.5% in 2012-2016, then the mass line weakened but the high-end line increased, and the overall share was stable. Since 2022, many factors such as marketing, channels and local epidemic have caused many changes in the trend. Among them, the local leading companies are becoming increasingly high-end, and the diversion of overseas high-end brands is expected to drive the local share to the bottom.

▍ China makeup market: the share of local brands has been promoted to the leading position, and the high-end has been quietly promoted.

2012-2021: The share of local cosmetics increased from 15.0% to 28.8%, and increased by nearly 14pcts； in 10 years; The share of American makeup decreased from 33.8% to 16.2%, a decrease of 17.6pcts；; After 2016, the share of French make-up increased to 30%+,which is closely related to its advantages in brand heritage, fashion leading and product strength. The share of Korean makeup increased from 7.0% in 2012 to 11.7% in 2016, and then decreased to 8.3% in 2021. Local make-up brands have changed significantly since 2021H2: 1) From fashionable color products (lipstick, eye shadow, etc.) to technical foundation (liquid foundation, etc.), from flow play to brand building; 2) Increase R&D investment, rely on cultural confidence, and strive to catch up with international brands in some sub-categories and product series.

▍ The channel and media dividends faded, and local brands increased investment in R&D, returned to product strength and accumulated brand strength.

Channel change: from 2001 to 2010, CS stores, supermarkets and other brands gave birth to beauty channels; In 2011-2015, the offline was good, the online rose, and the brand enjoyed a double-line bonus; In 2016-2021H, international brands increased rapidly, and new brands emerged; Since 2021H, channel and media dividends have subsided.

Marketing change: from celebrity endorsement to multidimensional grass planting, from big-screen advertising to content marketing and value recognition.

Advanced R&D: In recent years, the brand of skin care of pharmaceutical origin has performed outstandingly, from "medicine" to "makeup", with better quality control and efficacy; Local brands such as Polaiya/Betani/Huaxi /PMPM gather head R&D talents at home and abroad; Synthetic biotechnology promotes the innovation iteration of beauty raw materials, local raw material enterprises flourish, and the curtain of domestic substitution of raw materials opens.

▍ Risk factors:

Discount promotion of international brands suppresses local brands; The relationship between beauty brands and e-commerce platforms is unbalanced; It takes time to accumulate significant results in R&D investment; Scattered epidemic situation repeatedly affects the demand and sales of beauty; Policy supervision strictly affects the growth rate of the industry; The speed and range of domestic substitution of raw materials may not meet expectations.

▍ Investment suggestion:

As a typical optional consumer product, beauty cosmetics have both efficacy and spiritual attributes, with efficacy depending on technology and spirit relying on culture. Local brands increase investment in R&D, and product strength is quietly improved; At the same time, we have a deeper understanding of local channels and marketing. It is expected that the share of high-end and ultra-high-end will increase in the future, which will drive the overall share to rebound. At the present stage of fading dividends and full competition, strong marketing, channels, operational capabilities and sustained high R&D investment are indispensable.

This article comes from financial circles.

"Hello everyone, I am Wu Yinping, and I am also familiar with the second aunt who are familiar with through WeChat voice." Recently, at the scene of the spiritual civilization construction work conference in Pudong New District in 2022, Xiao Bu met with Aunt Wu for the first time. She still spoke Shanghai dialect, and her tone was still kind.

During this epidemic, Aunt Wu told his relatives and friends about his experience from infection with new crown pneumonia to recovery. It is this voice that shows the spiritual character of an old party member, community grass -roots workers and Shanghai citizens, and has gained the public’s praise. Listening to the experience of her memories can still be infected by her positive energy.

Aunt Wu is a resident of the north community in the streets of Xincun Village, Hudong, and a 28 -year -old party member. Since 1998, she has been a civil affairs cadre in the community for 10 years. After retiring in 2007, she returned to the North Community where she lived.

"Our community is very large, with 95 gate buildings, and more than 5,000 residents. In March, the Shanghai epidemic broke out. I think I was a party member and should stand up and guard everyone’s safety." In this round of epidemic The earliest became one of the areas of the central risk area. Aunt Wu felt that she was responsible and rushed to the front line of resistance. At the beginning, she cooperated with the residential committee to do the population statistics of the community, and the number of people came to the family. Reporting to the neighborhood committee at 6 am, sometimes cooperating with doctors for nucleic acid sampling, and always busy until 11 pm.

In early April, Aunt Wu began to feel uncomfortable and a little fever, and he stopped volunteer service. "Later, two bars were measured by the antigen. In fact, I was a little scared at that time. It’s uncomfortable, headache, muscle soreness, especially the dry throat, and the feeling of the pills can’t swallow. "Aunt Wu recalled that at about 12 noon on April 16, she received a call from the illness and control department and was notified to be diagnosed with positive. "Since the policy is regulated, I am a party member, so I will take the lead in obeying the policy and pack the wash products and prepare for transfer."

In the voice of Aunt Wu, who was circulating on the Internet, she revealed what she had seen and heard in the square cabin, especially the living conditions, medical volunteer services, etc. "In the square cabin," big white ‘, volunteers, volunteers, volunteers, volunteers, volunteers, volunteers. They are all very good. They often encourage me to eat good meals and take a walk. These words sound very warm. Although people are in the square cabin, medical supplies are guaranteed, and they have egg milk every day. . "Aunt Wu felt that he had the responsibility to tell the real situation, and hoped that everyone would not panic.

At the stage where the epidemic prevention and control are the most vigorous, Aunt Wu’s remarks convey an optimistic and positive attitude, giving everyone the courage and strength to face difficulties. In the square cabin, she was not idle. "Although I can’t do heavy work, I can do some relaxed work and serve everyone." During that time, Aunt Wu got up to clean the floor where he lived. When they met some older patients, they helped them burn water. When you take the meal, you also take the handle and send the box lunch to the eighty -year -old man.

On April 22, Aunt Wu went home and was warmly welcomed by community cadres and residents. "After I came back, I found that everyone lived in an orderly manner, and my heart was much easier." After home health monitoring, Aunt Wu returned to the community volunteer post on May 1st. " Help and care, I want to pass them out and let more people feel it. "

In the next day, Aunt Wu will help the corridor spray disinfection water every day, and shares the positive energy to the WeChat group of the corridor. As the situation of epidemic prevention continues to improve, the demand for epidemic prevention in the community is turned on to conduct regular antigen detection. Aunt Wu is busy helping residents who have been old and without mobile phones upload test results … After more than two months of hard work, life returns to the right track. Everyone laughed.

On June 1st, Aunt Wu went out early in the morning. She first turned around in her community, and then went to the place where she often went to the surrounding herself. "It’s the same, there is nothing special." Aunt Wu regained his familiar feeling, and he returned as usual.

Aunt Wu said that under her square cabin, many people left a message saying that she was greatly moved by her optimism. She believes that, in fact, the hard work of ordinary people’s hard work and watching is the background and bright color of the civilization of the city in Shanghai. "This epidemic, Shanghai has been survived. I believe that our Shanghai will get better and better!"

Text: Huang Jing

Photography: Huang Riyue

Edit: Zhu Shengxia