分类： zudao

On December 31st, it was New Year’s Day. Major merchants have prepared enough new year’s goods to fully meet the diverse holiday consumption needs of citizens. In the Wal-Mart supermarket on Fuyuan West Road, many citizens are busy purchasing festive supplies for New Year’s Day. The red cages, "Fu" pendants, auspicious dolls in the Year of the Dragon and other commodities hanging in the supermarket create a rich festive atmosphere, and the fruit area that attracts customers to purchase new year’s goods is also a busy scene. Rake oranges and cherries have become popular fruits in the market, occupying the "C position" of supermarket stalls. (All-media reporter Bu Lan correspondent Wu Yi)

On December 19th, the Party Group of the Ministry of Education announced the decision on appointment and dismissal, and Comrade Yu Changxue was appointed as the director of the Chinese and foreign cultural exchange center of the Ministry of Education. Due to another appointment, Comrade Du Kewei no longer serves as the director of the Chinese-foreign Humanities Exchange Center of the Ministry of Education. Chen Jie, member of the Party Group and Vice Minister of the Ministry of Education, attended the meeting and delivered a speech. The main responsible comrades of the Personnel Department of the Ministry of Education attended the meeting.

As an old general of Rome and Inter Milan, Cassano talked about the contest between the two former clubs in this round of Serie A, and finally the focus battle ended with the Nerazzurri winning 1-0 at home.

"Inter played a good game and they deserved to win the game. Thuram has scored nine goals and assists, and he started the season very strongly, which surprised me, of course in a positive way. Besides, I’m also happy for Aslani. He did well after coming off the bench. Varela also played a good game and he began to recover. Inter didn’t encounter any difficulties, only Sommer blocked Cristante’s great header once. Inter played well and they played in their comfort zone. This is Inter Milan, they have a strong team, have their own ideas and confidence, and they are the biggest favourites for the Serie A championship. Cassano said on Bobo TV, a live program in vieri.

"Mourinho Ideally, there is only one difference: if Eto ‘o, Milito and Sneijder are present, he will do more, but his first consideration is not to concede a goal, and then if you have strong players, you will score sooner or later. When I said he was not a good coach, I meant that Mourinho would not give you anything. When he has a champion player, he is excellent, and he will make you feel important. He is very strong in this respect, but today’s football is no longer like this. Football has developed, and strong teams no longer buy his tricks. Manchester United sent him away, Tottenham also sent him away, and Rome will send him away in the future. It is easy to coach a champion player. "

"Lu Kaku made me feel sorry for him: he was already in trouble, and everyone booed him in this game, but Inter fans didn’t need to boo him at all. Where did you expect Rome to play like that? Mourinho is very cunning, he changed the subject, and his communication style is suitable for those who follow him. None of the reporters asked him what he thought of the game and how he organized it. Why did you play so badly? Are you scared? People like Mourinho have a good life in Italy. Luck will end sooner or later, just like allegri. He won’t let the team pass the three-legged ball in a row. Only when the team he coached is strong can he win the championship. He has strong players in Porto and a super team in Inter Milan. He put two buses in front of the door when he played against Barcelona. Of course, that’s no problem. At home against Barcelona, he won the game by an offside goal and his opponent’s failure to blow a penalty, but his luck will end sooner or later. I don’t care that he took Rome to the finals twice. De Zerbi and Belsa may not have won the championship, but you will be excited when you see their teams. I’d rather not win, but play good football and make people happy. Mourinho is like this, I have said so for a long time. Inter gave him a dance music, but you didn’t even shoot straight through the goal. You just played for 0-0. What are you talking about? "

Authors: Wang Ruliang, Hou Chuanwen (School of History, Nanjing University, College of Literature, Qingdao University)

Culture and civilization are two important categories in the field of humanities and social sciences, and they are also a pair of terms with similarities, differences and complex relationships. There have always been different views on the connotation and extension of the two and the relationship between them, or different perspectives, or positions first, and no relatively consistent and clear understanding has been formed. The author tries to distinguish it from a comprehensive perspective.

Definition: broad sense and narrow sense

From the perspective of etymology, the original meaning of "culture" is cultivation and farming. Compared with nature, everything created by human processing belongs to culture. Therefore, one of the most extensive definitions of culture is "culture is humanization", which means all human activities and their achievements. Taylor, a British cultural anthropologist, put forward in his book Primitive Culture that "culture or civilization, in its broad ethnological sense, is a complex whole including knowledge, faith, art, morality, law, customs and the abilities and habits acquired by anyone as a member of society". He regards culture and civilization as synonyms and refers to them as the overall achievement of human activities.

Culture in a broad sense can be divided into material, system, custom, spirit and other levels: material culture refers to the results created by manual labor; Institutional culture, including macro-level laws and regulations, administrative system and micro-level rules and regulations; Custom culture refers to customs, traditions and practices that have been established and passed down from generation to generation; Spiritual culture refers to the achievements of human spiritual activities with literature, history, philosophy, ethics, religion and aesthetics as the main connotations. Culture in a narrow sense mainly refers to human spiritual activities and their achievements, which is the fourth level in the above broad understanding. Marxism holds that "a certain culture is the ideological reflection of politics and economy in a certain society", and regards culture as a certain ideological form, that is, it belongs to a narrow understanding.

The word "civilization" originated from the ancient Latin civis and civilis, its original meaning is urban residents, and it is extended to the citizenship of the Romans, which means that it is superior to the living conditions of foreigners at that time, especially barbarians, so "civilization" is relative to "savage" or "primitive". However, the evolution and use of "civilization" in later generations are far more complicated. Fukuzawa Yukichi, a modern Japanese enlightenment thinker, pointed out: "The meaning of civilization can be interpreted in a broad sense and a narrow sense. In a narrow sense, it is simply to increase the material needs of human beings by manpower or to increase the appearance decoration of food, clothing and shelter. If interpreted in a broad sense, it is not only to pursue the enjoyment of food, clothing and shelter, but also to inspire Xiu De and raise mankind to a noble realm. " That is to say, the narrow sense of civilization is limited to the development in the material field, while the broad sense of civilization includes the development in the material field and the progress in the spiritual field. In his understanding, man is a senior life pursuing meaning, and naturally he should not be satisfied with food and clothing for a while; Civilization is dynamic, and awakening, independence and civilization are the only way for a nation to achieve civilization. In the context of China, the word "civilization" is often understood in its broad sense. For example, the Encyclopedia of China (Philosophical Volume) interprets civilization as the sum of material and spiritual achievements of human beings in transforming the world, and the History of Chinese Civilization edited by Yuan Xingpei also decomposes civilization into three aspects in its general introduction: material civilization, political civilization and spiritual civilization.

Relationship: diachronic and synchronic

From the diachronic point of view, "civilization" is the product of the development of culture to a certain stage, and the two have their own priorities. In a broad sense, culture is humanization. Since people came into being, there has been conscious or unconscious cultural creation, but not since people came into being. In this sense, civilization is a concept that represents the evolution of human history, as opposed to the uncivilized and barbaric cultural state. This can also be derived from the western etymology of the two: the root of culture, whose original meaning is farming, originated from the early agricultural production mode of human beings, and the root of civilization, whose original meaning is urban and civil, originated from the urban life that appeared in the later period of human beings.

The discussion on the symbol of civilization mainly focuses on the following aspects: politically, there are large urban settlements, magnificent public buildings, obvious class division of residents and the formation of a country; Economically, there is a developed social division of labor and commodity exchange, a relatively fixed tax system or a regular tribute system; Ideologically, there are relatively unified religious beliefs of the whole nation, including objects of worship and sacrificial ceremonies; In culture and education, there are the use of words and the development of science and technology, and there are some forms of schools. Only a society with the above symbols and characteristics in culture can be considered as a civilized society. In other words, the formation of a civilized society needs the accumulation and breakthrough of culture and special conditions and opportunities; Civilization is the result of human beings’ transformation of nature, society and themselves to a certain extent, and it is an advanced stage of cultural development.

From a synchronic point of view, there are two main types of understanding of the relationship between them at present. In the first category, the two are regarded as synonyms, which are interlinked and cross-cutting, and can be broadly understood as human activities and their achievements, either undifferentiated or biased. The former is like Taylor’s understanding in Primitive Culture, and the latter is like Qian Mu’s point of view, "Generally civilized culture refers to the life of human groups. Civilization is on the outside, which belongs to the material aspect. Cultural bias is a spiritual aspect. " The second category regards civilization as an aggregate that embodies cultural identity and classifies cultures. Huntington, an American scholar, thinks in The Clash of Civilizations and the Reconstruction of World Order that "a civilization is the most extensive cultural entity … civilization is the highest cultural classification of people and the widest range of people’s cultural identity". This view is more representative in international academic circles, such as The Decline of the West by Bingler, Historical Research by Toynbee, and The Rise of the West-The History of Human Community by McNeill. Huntington took religion as the main symbol to define different civilizations, and divided the world after the Cold War into eight civilizations: Christian civilization, Confucian civilization, Islamic civilization, Japanese civilization, Indian civilization, Orthodox civilization, Latin American civilization and African civilization. This is similar to the four major cultural circles in the world: European and American cultural circles with Christian culture as the main body, East Asian cultural circles with Confucianism, Buddhism and Taoism as the main body, South Asian cultural circles with Hinduism and Buddhism as the main body, and West Asian and North African cultural circles with Islamic culture as the main body. Comparatively speaking, "cultural circle" has been replaced by "civilization" in appellation.The number has expanded from four to many, and the same thing is that religion is the dividing standard.

Application: subjective and objective

Culture and civilization are objective academic terms, which do not reflect specific value judgments. However, in the process of practical application, it is often artificially subjective, and the more representative ones are "culture-centered theory" and "civilization superiority theory".

Cultural-centered theory takes "self" culture as the center, and holds that self-culture’s beliefs, values, lifestyles and behavioral norms are superior to "other" culture. It may be generated and used between different cultural groups, different cultural categories and different cultural regions within the same civilization, and it may also be generated and used between different civilizations. The former is like Huaxia centralism in ancient China, and the latter is like Western centralism in modern times. The theoretical point of the latter is that after the Enlightenment, bourgeois revolution and industrial revolution, western culture is more advanced and developed than the East in politics, economy, science and technology, representing historical progress and inevitability.

In view of all kinds of cultural centralism, in the second half of the 20th century, the debate between cultural universalism and cultural relativism arose all over the world. Cultural universalism holds that the truth and value of human beings are universal and absolute, and human cultures have similar goals, unified values and common laws of development, which will surely be unified under the leadership of advanced and advanced cultures. Cultural relativism is the result of reflection on deconstructing cultural universalism and facing multicultural phenomena. It emphasizes that each culture has heterogeneity and independence that other cultures cannot share. Therefore, culture is relative and cannot be compared according to a unified model. The author believes that culture has both universality and relativity. Universality is the commonality of human culture, and relativity is the individuality of various cultures. Only by recognizing the commonness of culture and respecting the individuality of culture can we break away from the stereotype of cultural centralism.

The theory of superiority of civilization is a subjective argument that advocates that one’s own civilization is superior to other civilizations in history or reality. In history, the most representative is the "white superiority theory" based on racial differences. Morgan pointed out in "Ancient Society": "Aryans and Sumerians were the first to break away from the civilized state among all branches of human beings … These two groups were essentially the founders of civilization." Because Aryans and semu are both white, some westerners draw the conclusion that white people created civilization earlier, and then form the theory of white superiority. In fact, the four ancient civilizations in the East were all multi-racial, and the yellow race, black race and white race all participated in the creation of civilizations. In reality, the most representative is the theory of stagnation of eastern civilization, which is another form of the theory of superiority of western civilization. Its main point is that the eastern civilization, which has tended to be patterned and stereotyped in philosophy, literature, education and other fields since modern times, has been in a state of stagnation and needs to be stimulated and saved by the western civilization, which has been constantly reborn and developed sharply. This argument became an excuse for colonialists to invade and expand. For example, Fukuzawa Yukichi once advocated the war of aggression against China as a "war of civilization".

In this regard, in 1853, Marx put forward the scientific conclusion of colonialism’s dual mission in two articles: British rule in India and the future result of British rule in India. "Britain has to complete its dual mission in India: one is to destroy the old Asian society; The other is the mission of reconstruction, that is, to lay a material foundation for a western-style society in Asia. " In other words, the colonialists "acted as an unconscious tool of history" while doing all the bad things. This is the dialectics of history, not the so-called victory of superior civilization.

In a word, culture and civilization need to distinguish between broad and narrow meanings according to specific contexts. The relationship between them can be analyzed from the synchronic and diachronic perspectives. The theory of cultural center and the theory of civilization superiority are the results of the subjective application of these two concepts, which should be clearly understood.

(This article is the phased achievement of the major project "Oriental Cultural History" (11-ZD 082) of the National Social Science Fund)

Source: China Social Sciences Network-China Social Sciences News

Ti du tu Wen 113 th issue

Planning and Production | Titanium Media Visual Center, Editor | Liu Yaning, Drawing | Chu Yanmo

Recently, the live broadcast of "rollover" by a well-known anchor with goods has triggered a discussion among consumers about the price of domestic cosmetics. A product named "Shouwumei Chalk" by Hua Xizi was sold in Li Jiaqi live studio for one in 79 yuan and two replacement clothes were given away. At this price, the price per gram of this eyebrow pencil is as high as 329.2 yuan, which is comparable to gold. If Li Jiaqi’s misconduct hadn’t caused public controversy, consumers wouldn’t have paid much attention to the price per gram of an eyebrow pencil or lipstick.

Not only Hua Xizi’s eyebrow pencil, but now many domestic make-up brands that used to be labeled as "fair price" and "big brand flat replacement" are secretly raising prices. In the past, it was mentioned that domestic brands would think of "cheap bowls", but now many consumers complain that the unit price grams calculated by many cheap domestic brands are more expensive than international brands, and domestic brands are no longer the equivalent of international brands.

In the past few years, domestic cosmetic brands that have been upgraded through various packaging, efficacy and product ingredients have even become a bit unaffordable for consumers. What about the price increase of domestic cosmetic brands? Why do domestic brands, which are synonymous with "cheap and good quality", want to raise prices? In this issue, the titanium media and titanium map try to sort out from the data level.

Recently, the controversial domestic product "Hua Xizi" has been ridiculed as a new monetary unit "Hua Xizi", which is specially used to measure the salary of "migrant workers", that is, 1 Hua Xizi =79 yuan.

How expensive is Huaxizi? On the e-commerce platform, the price of a Huaxizi "Shouwumei Chalk" is 69 yuan, and a replacement core is given, which is as high as 431.3 yuan according to the number of grams. Calculated in the same unit, the eyebrow pencil of Shu Uemura’s machete is only around 60 yuan per gram.

Not only Hua Xizi’s eyebrow pencil, on the e-commerce platform, the price of many domestic brands of eyebrow pencil ranges from several yuan to several tens of yuan. According to the incomplete statistics of titanium media and titanium figure, the number of grams of Hua Xizi eyebrow pencil is not the most expensive. The most expensive one is the eyebrow pencil from Laqi. A 0.14g eyebrow pencil is sold in 70 yuan, and the parity price per gram is as high as that of 500 yuan. The price per gram is indeed comparable to that of gold. However, international big-name eyebrow pencils such as Givenchy, YSL and Dior are far lower than domestic cheap beauty brands such as Odin Jr. and Gloria.

The high cost of Huaxizi is not a case. From mascara to lipstick, from repair cream to essence, there are many different kinds of domestic brands whose price per gram has far exceeded that of international brands. The same is the repair cream of 15g/ml. Winona, a domestic product, needs 5.9 yuan per gram on average, while Avon, a foreign product, only needs 3.9 yuan. The same lipstick is 129 yuan, and the foreign L ‘Oreal is 0.5 grams more than the domestic flower Xizi; It’s also a three-color concealer. Do you choose a Chinese-made colorful soup of 189 yuan /5g or a foreign-made phantom of the opera of 309 yuan /40g? Generally speaking, for the products of the same type and the same effect, some domestic brands win by price, and the total price is controlled at more than 100 yuan, but the average price per gram is higher than that of foreign brands because of the small weight per gram; For products with the same price, some domestic brands lose their advantages because of weight.

However, in recent years, domestic brands have been focusing on the wisdom of "small weight". After all, make-up is a kind of fast-moving new category, and its capacity is too large, which makes consumers easily lose their freshness and can’t be used up. Moreover, lowering the unit price can also make consumers intuitively feel the cheapness of things. Therefore, it may not be a fair view to judge the domestic brand "Kebi Jinjian" only from the unit price.

Even if you don’t look at the price per gram, domestic brands are intensifying on the road of price increase. The data shows that in the past year, the prices of different brands of beauty products have increased to varying degrees.

According to the incomplete statistics of titanium media and titanium degree, by comparing the average prices of some domestic beauty brands during the Double Eleven in 2022 and 2021, it is found that the prices of three domestic brands, Ou Shiman, Han Shu and Zirantang, have all increased by more than one time. Among them, the average price of Ou Shiman series products increased dramatically, from 104 yuan/piece during the Double Eleven in 2021 to 334 yuan/piece during the Double Eleven in 2022, and the price doubled in one year; Except for Ou Shiman, the average price of Kans series products rushed from 216 yuan/piece to 505 yuan/piece within one year, which is higher than the prices of overseas brands such as OLAY and L ‘Oreal. Although the unit price of Nature Hall is low, its increase rate is as high as 130.93%. Overall, during the Double Eleven in 2022, the average price increase of domestic beauty brands is higher than that of international brands.

Behind the continuous breakthrough in the price of domestic beauty brands is the objective reason for the rising cost of cosmetic raw materials in recent years. Recently, many manufacturers, such as Dow Chemical, Japanese PE Co., Ltd. and Longbai Group, issued price adjustment announcements, announcing that the prices of related raw materials and products, including silicone, surfactant and titanium dioxide, would be raised by 5%-23%.

According to the incomplete statistics of titanium media and titanium degree map, from the beginning of August to the middle of September, the prices of raw materials related to cosmetics rose many times with obvious increase. Among them, the price of aniline used in hair dye and nail polish increased the most, reaching 24.28%; The price of titanium dioxide used as a physical sunscreen is the highest among these cosmetic raw materials, which has risen to 16 thousand yuan/ton on September 11, with an increase of 5.42%; There is also butanediol used as a humectant in cosmetics, which has increased by 5.71% in the past month; The price of DMC in silicone, which covers almost all categories of cosmetics, has been rising for more than a month, and the current price has reached 13,000 yuan/ton, with an increase of 2.46%.

In addition to rising raw materials, the entry threshold for cosmetics is getting higher and higher. Nowadays, under the new regulations, before the relevant products of enterprises enter the market, they need to do more "preparatory work", such as freckle whitening, hair loss prevention, sun protection, acne removal, nourishment and repair, and all kinds of testing costs should not be underestimated.

The quotation of third-party cosmetics testing institutions in the market shows that hair loss prevention is the highest price category, and the test needs about 250,000-300,000 yuan; There are also freckle whitening and repair tests, and the highest price also needs about 200,000-300,000 yuan; The price of sunscreen, acne and nourishment is also around 100,000 yuan. So if a product wants to claim multiple functions, it will cost hundreds of thousands to millions, and these are also included in the rising product price.

Nowadays, when more and more young people buy beauty and skin care products, they not only look at the ingredient list, but also study the cost ratio. Therefore, more and more domestic brands have begun to work hard on the formula cost, and began to research their own ingredients and apply for exclusive patent technology, and behind these high requirements are high costs. In the competition of efficacy skin care market, domestic cosmetic brands have increased their investment in research and development.

According to incomplete statistics, in the first half of 2023, among the 10 major domestic cosmetics groups, Perfect Diary’s parent company, Yixian E-commerce, invested 501 million yuan in research and development, which was the company with the largest amount of investment among the 10 major domestic cosmetics groups, but compared with the same period last year, its R&D investment decreased by 26.15%; Also paying attention to R&D investment is Runbaiyan’s parent company Huaxi Bio, whose R&D expenditure accounts for 6.07%, and its R&D investment is at the head of the listed companies of domestic cosmetics groups.

It is worth noting that the R&D investment of Giant Bio, the parent company of Fufumei, increased significantly in the first half of 2023, with an increase of 80.75% compared with the same period of last year, which is closely related to the R&D of powerful products such as "skin and scar repair".

Corresponding to the situation that R&D expenditure accounts for less than 5%, the marketing expenses of domestic cosmetics groups are rising rapidly. With the rise of Internet e-commerce and live broadcast industry, the anchor delivery mode is increasingly favored by capital. In order to tell good business stories and gain revenue, domestic beauty listed companies have always maintained high marketing expenses.

In the first half of 2023, Polaiya and shanghai jahwa Group spent the most on marketing expenses, reaching 1.58 billion yuan, 17 times and 20 times of their R&D expenses respectively; Yixian e-commerce has the most marketing expenses, and 60% of its revenue is used for marketing; However, the marketing expenses of Juzi Bio increased the fastest, which more than doubled compared with the same period of last year, that is, every product sold in 10 yuan would cost nearly 3 yuan for marketing promotion, and the trend of "marketing-driven growth" became more and more obvious. In this regard, Juzi Bio said in the performance announcement: "This increase is mainly due to the rapid expansion of online direct sales channels, which has increased online marketing expenses."

In the industry form of live broadcast, the deep binding between the brand and the head anchor means huge expenditure of marketing expenses. In this incident of Hua Xizi, it is rumored on the Internet that Hua Xizi’s rebate to Li Jiaqi is as high as 60%-80%, even more than 100%. On September 12th, Hua Xizi denied the rumor, saying that the cooperation with Li Jiaqi was the industry average. According to statistics, Hua Xizi only invested 20 million yuan in monthly marketing expenses on the live broadcast platform in the early days. It can be seen that the method of domestic beauty groups relying on Internet traffic to promote explosive products is doomed to be inseparable from the support of a large number of marketing funds.

In fact, high price does not mean low cost performance. In the process of development, brands should take into account the price and achieve the best cost performance. The future of domestic cosmetics brands is long and difficult.

Source of data: Financial reports of companies, business organizations, Capital Securities, Taobao and other public information.

Many countries have announced pension replacement schemes for retired employees of enterprises. This news has undoubtedly brought good news to the retired workers, who can look forward to better protection and welfare in their later years.

According to the analysis of relevant documents, the calculation method of pension replacement amount for enterprise retired employees is mainly based on factors such as individual payment, service years and average monthly payment base. The detailed rules for the implementation of this scheme also clearly stipulate how to apply for and receive replacement money.

When calculating the amount, the individual payment is one of the most important considerations. According to the original system, the monthly social insurance premium paid during employment is the amount paid by individuals. According to the latest policy guidance, in addition to some overtime allowances, it also includes various types of rewards, allowances and other income items.

The length of service is also a key factor affecting the amount of replacement. Generally speaking, retired workers will get a certain proportion of basic pension when they formally participate in social insurance and pay for more than 15 years continuously. However, under the previous system, some enterprises had imperfect payment records or broken files, which led to the difference between the actual payment amount and the payable amount. In this plan, it is clearly stipulated that individuals with incomplete service years should be subject to remedial verification and given corresponding rewards.

When calculating the replacement payment, the average monthly payment base is also one of the factors to be considered. According to the policy, the average monthly payment base can be understood as the result of dividing the sum of the funds collected and deposited in the social security account by the accumulated working time (unit: month). This data can reflect the individual’s level of paying social security fees and the degree of taking risks.

The announcement of the pension replacement plan for retired employees of multinational enterprises has undoubtedly brought good news to the majority of retired employees. Through detailed analysis of key factors such as calculation amount, service years and average monthly payment base, it can be seen that this scheme aims to make retired employees enjoy better, more stable and fairer treatment.

There are still some problems to be solved in the implementation process, such as information checking and application process, which need to be simplified and convenient. At the same time, the differences in different regions, industries and income levels should also be taken into account when formulating the plan to ensure that all groups can benefit fairly.

The pension replacement scheme for retired employees of multinational enterprises will bring practical benefits to retirees and improve their quality of life in their later years. We look forward to the smooth implementation of this plan and make positive contributions to social stability and development. It is our common goal to let every retired worker who has worked hard to spend his old age in warmth and comfort.

With the development of society and the improvement of people’s living standards, health problems have become the focus of modern people’s attention. In the field of medical treatment, a brand-new model called "stay in hospital during the day and go home at night" is being tried out, which brings patients a more convenient and efficient medical experience.

There is far-reaching significance behind this innovative move. Traditional hospitalization often requires a long stay in the hospital, which not only consumes time and money, but also increases the risk of infection and other inconveniences. The introduction of the mode of staying in hospital during the day and going home at night takes into account the needs of patients and the overall efficiency of resource utilization.

Preliminary results have been achieved in the implementation process. The first is to alleviate the problem of clinical acute drug shortage in some areas. Due to the limited quantity of drugs available for purchase and the high requirements of storage conditions, there are too many conflicts under the traditional hospitalization system; However, through this model, the usage quantity can be accurately located, the allocation is reasonable, and it can be extended to more hospitals, further improving the efficiency of drug use. In addition, obvious results have been achieved in reducing medical expenses. Because the mode of staying in hospital during the day and going home at night can reduce the stay time of patients in the hospital, it not only saves bed resources, but also greatly reduces the extra expenses incurred by patients in the process of medical treatment.

Future development prospects and challenges also exist. First of all, it is necessary to strengthen the formulation and supervision of the implementation standards of this model. Although the model has been tried out in various places at present, and relevant experience and normative documents have been gradually accumulated; However, considering the great regional differences in China and the limited infrastructure conditions in some areas, a more comprehensive, systematic and operable implementation standard must be established and effectively supervised to ensure the quality and safety of treatment.

According to the recent institutional research report, summarize the investment points of related industries for your reference:

Education industry:The teaching and training industry may usher in a new normal, so it is suggested to pay attention to legal and compliant teaching and training institutions, such as Xueda Education, New Oriental, Good Future, Kevin Education (002659), Tianli International, Siweile and Only Education (600661). In addition, vocational education, AI educational products and educational informatization are also investment directions worthy of attention.

Hotel & Travel Plate:Recently, there have been many callbacks, but the valuation of the core target is in a historically low position. It is suggested to focus on Jinjiang Hotel, BTG Hotel (600258), Junting Hotel, Huazhu Group, Jinling Hotel (601007), Tongcheng Travel, and American company Atour Group.

Human services section:It is recommended that Beijing Manpower, whose business model is defensive, pay attention to Career International (300662) and Foreign Service Holdings.

Mio Exhibition:Benefiting from the high prosperity and growth space of outreach business, it is worthy of attention.

Scenic plate:Song Cheng Performing Arts (300144) and Tianmu Lake (603136) with solid fundamentals are recommended, as well as CYTS (600138) and Changbai Mountain (603099) with complete tourism industry chains.

Duty-free plate:Benefiting from the backflow and upgrading of consumption, it is suggested to focus on China Zhongmian and Wangfujing (600859), as well as Hainan Airport, Haiqi Group (603069) and Hainan Development.

Catering industry:Recommend Naixue Tea, Haidilao, Tongqinglou, Guangzhou Restaurant (603043), Jiumaojiu, as well as catering leaders Xiabu Xiabu and Helens, which are expected to be restored in the same store after the epidemic, with strong growth fundamentals and new brands and new formats being hatched.

Risk warning:Macro-economic fluctuation risk and industry competition aggravate risk.

Look at the investment jokes and relax:

I heard that the education industry will usher in a new normal, and vocational education, AI education products and education informatization are also investment directions. So, will these educational institutions get good grades like good students? In the catering industry, Naixue Tea, Haidilao, Tongqinglou, etc. are also studying hard like classmates to prepare for the post-epidemic exam.

Hexun self-selected stock writer

Risk warning: The above contents are only the opinions of the author or guest, and do not represent any position of Hexun, and do not constitute any investment advice related to Hexun. Before making any investment decision, investors should consider the risk factors related to investment products according to their own conditions and consult professional investment consultants when necessary. Hexun tries its best to prove the authenticity, accuracy and originality of the above contents, and does not make any guarantee or commitment to this.

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Cailian | New Consumer Daily (Gao Mengyang Intern Dong Jingyi) News,What do you think of when you talk about domestic beauty? The animal eye shadow of the perfect diary, the lipstick with small stilettos, the loose powder of Huaxizi, the highlight of orange blossom and the monochromatic eye shadow …

With the overwhelming publicity on platforms such as Xiaohongshu and Tik Tok, with the fiery explosion of single products, the new beauty brand has set off a wave of revival of domestic products in the beauty circle. In the sales of Tmall Double Eleven in 2020, Perfect Diary and Hua Xizi both won top1 and Top2 of the make-up category, and people pressed all kinds of international brands.

However, as more and more consumers return to rationality, the investment and layout of international big brands for e-commerce and online marketing have gradually matured, further squeezing the online space of new beauty brands.

In Tmall’s "Double Eleven" brand TOP transaction list in 2021, only Winona of domestic brands entered the top ten in the beauty category. In the makeup category, Saint Laurent, Estee Lauder and Sanxi Yucheng Top3, the perfect diary and Hua Xizi, which dominated the list in 2020, fell behind to the fourth and sixth places.

Obviously, offline brands with offline sales channels are more emboldened in online competition, which also makes some new beauty brand owners turn their attention to offline:

• By the end of 2021, Mao Geping, the representative brand of Xinguochao Beauty, had laid out more than 30 counters in Yintai Department Store.
• On December 25th, 2021, Winona, a functional skin care brand, launched its first store in Yintai Department Store.
• On January 14th, the 14th offline direct store of Juduo settled in Wuhan Yintai Creative City …

Yang Qingsong, secretary general of China Department Store Business Association, once said in an interview with the media that all brand businesses and commercial development need to return to the essence of retail, and physical stores are still the operating resources of retail. Offline stores still have irreplaceable advantages online. Consumers can immerse themselves in the goods and touch the real things in online stores, and better understand the characteristics of goods, thus stimulating the purchase demand.

New brands and international brands are fighting online.

It has been two years since the fashion of national beauty cosmetics was blown.

The "2021 National Cosmetic Industry Regional Research Report" shows that in 2020, the number of new cosmetics enterprises in China exceeded 25,000, with a growth rate of 70%. As of November 2021, the number of surviving enterprises exceeded 90,000.

Perfect Diary, Orange Blossom, Winona and other "light of domestic products" were all popular on the whole network for a while, and platforms such as Little Red Book and Tik Tok were all over them. The Insight Report on Domestic Beauty shows that domestic beauty brands have occupied 56% of the market. For the young consumers of Generation Z, the attraction of domestic beauty products even once far exceeded that of international brands.

In 2020, Yixian E-commerce, the parent company of Perfect Diary, a head domestic brand, was listed on the NYSE, becoming the first China beauty group to be listed on the US stock market, with a market value of US$ 16 billion.

However, the good times did not last long, and the evaluation of domestic brand products on various grass planting platforms also became mixed. The perfect diary of the head once became a frequent visitor to the "black list" of beauty bloggers. For example, the share price of Perfect Diary has been going down all the way, and it has fallen by over 90% from the highest point.

At the same time, many traditional offline brands have seen the sweetness of online and increased their investment in online.

Taking Estee Lauder as an example, after the impact of the epidemic, Estee Lauder Group clearly stated that it would make major adjustments to its sales channel strategy and greatly increase its investment in e-commerce channels.

CEO Fabrizio Freda once pointed out in the release of the financial report in FY 2020 that the strong growth of Estee Lauder’s performance mainly benefited from continuous innovative ideas, digital marketing advertisements and Tmall platform. Among them, more than half of Estee Lauder Group’s sales in China market have come from mobile terminals, and Tmall has contributed the most.

In 2021, the GMV of Estee Lauder official boutique 618 Festival increased by over 100% compared with last year, and the GMV of official website applet live broadcast increased by 600% compared with last year. In the "Double Eleven", from the first wave of pre-sale to the first day of the first wave of official sales (from 0: 00 on October 21st to 24: 00 on November 1st), Estee Lauder’s official flagship store ranked first in both Taobao Live Beauty Merchants List and Taobao Live Tmall Merchants List.

In the "Double Eleven" arena, according to CICC data, from the price caliber per milliliter (ml), the lowest discount prices of Estee Lauder small brown bottle, Lancome small black bottle and Shiseido red kidney in 2021 are 8.5 yuan /10.8 yuan /8.6 yuan respectively, in which the small brown bottle is lowered by 21.3% compared with 2019, and the small black bottle and red kidney are compared with 2019. CICC believes that overseas brands began to seize the top position in the best-selling list of Taobao platform in double 11 in 2018, which is directly related to the improvement of cost performance.

In Tmall’s "Double Eleven" brand TOP transaction list in 2021, only Winona of domestic brands entered the top ten in the beauty category. In the makeup category, Saint Laurent, Estee Lauder and Sanxi Yucheng Top3, the perfect diary and Hua Xizi, which dominated the list in 2020, fell behind to the fourth and sixth places.

Obviously, the stage that brands rely on traffic to get "0 to 1" has passed. After the rise of many domestic beauty products, how to realize the long-term development of "1 to 100" is a problem that domestic brands need to face now. Offline has become the choice of many new brands.

Offline layout into a new brand testing ground

The "online celebrity" playing method of explosive products +KOL grass planting+live broadcast is beneficial to domestic beauty products to gain popularity quickly. However, when this mode becomes the "basic operation" of various brands, it is difficult to guarantee the conversion rate, and the cost of obtaining customers is getting higher and higher. How will the brand itself be concerned by more consumers?

With the peak of traffic dividend, a single consumption scene and channel hinder the development, and more and more domestic beauty brands born online aim at a way to enhance their brand power: offline layout.

Taking Perfect Diary as an example, its parent company Yixian e-commerce prospectus shows that by the first three quarters of 2020, there were more than 200 offline stores of Perfect Diary, and by the end of 2019, this number was only 40. The annual report shows that the cost of expanding the offline experience store of Yixian e-commerce has increased from 50 million in 2019 to 300 million in 2020.

In 2019, Tangduo, which was circled with monochrome eye shadow, also tried offline pop-up shop. In September 2020, it officially opened its first store in Hangzhou Hubin Yintai in77. At present, there are 14 offline direct stores in Shanghai, Chengdu, Chongqing, Hangzhou and other first-and second-tier cities.

"At present, the competition of consumer goods brands in China is changing from the incremental market to the stock market. When it comes to the stock market, the market strategy should shift to improving product strength and brand strength." Wu Lingyun, head of beauty cosmetics at Yintai Department Store, believes that since last year, more and more emerging brands have gone offline from online, and department stores have become the main positions for emerging brands to shape their brand power.

Taking Yintai Department Store as an example, Winona and Juduo opened the first store in China and the first store in the city respectively. The colorist of Xinrui Cosmetics Collection Store opened the first store in Zhejiang in Yintai, West Lake, and entered four Yintai department stores in one breath in 2021.

At the same time, brands are also eager to have deeper interaction with fans through physical stores. For example, Winona has set up a doctor in the counter, and young consumers have a deeper understanding of the brand through the "cute" social scene full of brand characteristics created by Tangduo.

Obviously, a beauty brand needs to become an omni-channel brand if it wants to provide consumers with a more comprehensive brand experience after it reaches a certain volume.

Insiders of Orange Blossom told New Consumer Daily that for beauty brands, offline can create a space for communication and interaction with consumers, making it easier for consumers to perceive a brand’s image, aesthetic tendency, product concept and so on.

When a new brand enters the offline, it is not easy to overtake in a corner. The focus is on experience.

After the epidemic, the value of various channels of beauty cosmetics is being reshaped, especially the offline channels represented by department stores.

In 2021, 37 cosmetic brands won the first place in the national single-cabinet sales in Yintai Department Store, among which Dior, YSL, Armani and Deco were the new "national first cabinets", and many brands such as helena rubinstein, Hailan Mystery, Estee Lauder, Shu Uemura and Xiulike also won the "global first cabinets".

Walking into the store, feeling the atmosphere, trying out and experiencing are indispensable contents in brand marketing, especially for products with great personal differentiation such as beauty cosmetics. The 2021 New Consumption Report of Yan Value Economy shows that the demand for experience and service has become a new trend in Yan value consumption.

The relevant staff of the Orange Blossom team said: "Makeup is a category that needs to be decided through experience. There are all kinds of explosions, hot products, new products and joint products in the store, so that consumers can fully experience the fun our make-up products bring to them."

Taking Juduo as an example, the parent company of Juduo, Juyi Group, built a customized store business management system for the brand in 2019 to manage the daily inventory, sales, promotion and marketing data reports of the store, improve the management efficiency of the store, and reduce operating costs.

In addition to the product trial, the offline store of Juduo will also hold activities such as new product launch conference, blogger meeting, member salon and Halloween makeup PK competition to attract consumers to participate in the experience.

At the same time, the opening of beauty shops and beauty salons is also an excellent place to provide services and experiences for consumers. Common high-end brands in shopping malls, such as CPB, LAMER, VALMONT, Xiulike, Sisley, etc., are all overweight beauty salons.

Take Hangzhou Wulin Store of Intime Department Store as an example. In 2021, 11 new beauty salons including nine brands including La Prairie, Hailan Mystery, CPB, Sisley, helena rubinstein and Fresh were opened, which is also the largest number of newly added beauty salons. These beauty salons are located in secluded places on the second and seventh floors of Wulin Yintai, with an area of 10㎡-25㎡, creating a quiet, high-end and private environment. Customers can enjoy this beauty service hidden in shopping malls with brand consumption points. For brands, this is also a marketing strategy of private domain operation.

According to statistics, in 2021, Yintai Department Store added more than 20 beauty salons nationwide, bringing the total number of beauty salons to nearly 70. Chanel, Dior, Estee Lauder and other brands are making an appointment to expand the beauty salon in 2022.

At present, offline is still the most valuable channel. At present, Intime Department Store has 37 brands including Lancome, Estee Lauder, Mystery of Sea Blue, helena rubinstein, Dior, CPB and SK-II, which have become the "first cabinets" in China. Among them, helena rubinstein, Heilan Mystery, Estee Lauder, Shu Uemura, Xiuliko and many other brands also got the "No.1 cabinet in the world".

However, there are still many challenges for new brands to expand offline.

In Wu Lingyun’s view, emerging brands still face problems such as single product structure, few SKUs and no mature offline operation team.

Take Yixian E-commerce as an example, its founder Huang Jinfeng has publicly stated that one-third of the stores have been closed, opened and closed repeatedly due to the epidemic. The Yixian e-commerce annual report shows that the revenue of offline experience stores only accounted for 3.3% in 2019 and 10.1% in 2020.

Turning to Winona’s parent company, Betegnie, the revenue of offline self-operated stores will only account for 0.09% of the main business income in 2020.

It can be seen that new brands generally face problems such as low efficiency and low customer unit price. Compared with online stores, the performance of offline stores is still slightly insufficient, and the long-term profitability remains to be considered by the market. However, if you want to develop a brand, this is indeed the only way. How to build brand power through "two-wheel drive" on and off the line is the key.

Paying attention to experience and service, returning from online to offline is based on the consideration of the long-term development of the brand, presenting the brand image in the form of shops and consolidating traffic in the form of private domain, which is a necessary path to strengthen customer stickiness and enhance brand vitality.

For domestic beauty brands that want to get rid of the "online celebrity" label, doing offline may help them gain higher and longer-term competitiveness