标签： 上海品茶

Will the latest Mao prize novel become a popular serious literature in film and television and become an IP ＂toon＂

　　Xu Zechen’s "Going North"

　　Chen Yan’s protagonist

　　Liang Xiaosheng’s In the World

　　Since the 10th Mao Dun Prize for Literature was announced, the discussion around the five winning works has never stopped. People are more concerned about whether these works can be put on the screen and let a wider audience read the stories. In recent years, with the upsurge of big IP and traffic drama fading away, the market of realistic film and television dramas is picking up. Will serious literature represented by Mao Prize works become the new IP "toon" in the film and television industry?

　　Mao Dun’s literature prize-winning works were once rich mines of film and television dramas. The winning works of the 3rd Mao Dun Literature Prize and Ling Li’s Young Emperor were adapted into TV series by Liu Heng, and the 3rd and 4th Mao Awards, Ordinary World and White Deer Plain, were adapted into TV series for broadcast, all of which gained both ratings and word of mouth. Mai Jia’s "plot against" was made into a TV series even before he won the Mao Award. The reporter learned through interviews that at least three of the five novels that won the Mao Dun Literature Award have signed out the film and television copyright and entered the process of film and television adaptation.

　　Yao Xiaofeng and Xu Zechen have the same view on adaptation.

　　The novel "Going North" published by Beijing October Literature and Art Publishing House and written by Xu Zechen, a powerful post-1970s writer, has won the Mao Dun Literature Award and the "Five One Projects" Award in succession. "Going North" tells a century-old story between several families on the Beijing-Hangzhou Grand Canal with two clues of history and present. It is not only a big book about "a river", but also a spiritual history about "a nation". As early as 2018, shortly after the publication of "Going North", this book was taken by the Enlightenment Film Industry and the copyright was successfully signed. Zhang Shuwei, the producer of the drama "Going North", told reporters, "This is not a particularly commercial act, but because the director and the original author are highly unified in spirit, which is the biggest feature of this project."

　　The director of the drama "Going North" is Yao Xiaofeng, who has directed plays such as Little Husband, Tiger Mom and Cat Dad, and Taking Dad to Study Abroad. Zhang Shuwei said that after reading the original novel, Yao Dao liked it very much, and because he and Xu Zechen were both from Jiangsu, they felt very sympathetic, so they made an appointment with Xu Zechen soon. "The director’s vision of this play coincides with xu teacher’s. The director thinks that what attracts him most is the temperament and grand framework of the novel. They have many consistent ideas on the film adaptation of the novel." Zhang Shuwei said, therefore, the whole process of copyright granting is very smooth.

　　At present, the drama version of "Going North" is in the process of creating the first draft of the script outline. Zhang Shuwei admits that the original novel has a large framework and a long time span, and it is no small challenge to adapt the TV series. In October, she plans to work with the director and screenwriter, and try to invite Xu Zechen to go all the way north along the Grand Canal to visit the places mentioned in the book and sort out her creative ideas. The film version of "Going North" is also in the early stage of preparation.

　　Chen Yan’s two novels become sought-after IP

　　Just like Going North, the film and television licenses for The Leading Role by Chen Yan and The World by Liang Xiaosheng were completed a year ago. At present, Chen Yan, who is the party secretary and vice chairman of the Chinese Dramatists Association, is a playwright himself. The TV series of the same name adapted from his modern Shaanxi opera Xijing Story was broadcast at the end of last year, and the response was good. Nowadays, Chen Yan’s two novels, Putting on a Stage and The Leading Role, which are based on the Shaanxi Opera Troupe, have entered the film and television process. The TV series "Dressing Taiwan" is directed by Li Shaofei, written by Ma Xiaoyong and starring Zhang Jiayi and NiNi. It is a TV series with a strong brand of "Shaanxi School". In an interview with reporters, Chen Yan said that "Loading Taiwan" has been finished and entered the post-production. The copyright of the film and TV series of "The protagonist" was signed a year ago and is currently in the stage of script creation. "Novel conversion film and television, is the film and television artists. I certainly hope that the adaptation can respect the original work. " Chen Yan said.

　　Liang Xiaosheng’s million-word masterpiece "In the World" is known as "fifty years’ life history of China people". As early as the end of last year, Liang Xiaosheng signed the full copyright contract of In the World to a company named Uncultured. According to the company’s official website, the TV series "In the World" will join hands with Tencent Pictures and be directed by in the name of people director Li Lu. Liang Xiaosheng had previously worked as a TV adaptation of his own works "Annual Rings" and "Educated Youth", but he also said in a public lecture that he no longer intervened in the film and television adaptation of "The World", but only participated in the adaptation seminar.

　　Among the five works that won the Mao Dun Literature Prize this year, the film adaptation of Li Er’s Ying Wu Xiong and Xu Huaizhong’s Leading the Wind is still unclear. The reporter asked Song Qiang, director of the planning department of People’s Literature Publishing House, the publisher of the two books. He said that after winning the prize, someone had come to negotiate the film and television copyright, but it was not clear whether to sell the copyright. As for "Brother Ying Wu", he thinks that this work is relatively large and may not be suitable for adaptation into a TV series.

　　The adaptation of serious literature to film and television should not be high and low.

　　Professor Li Shengli, director of the Department of Radio, Television and Literature of China Communication University, believes that taking the adaptation of works such as Massage, White Deer Plain and Ordinary World as an example, we can find that the overall acceptance effect of these Mao Prize works after IP adaptation is both well-received and applauded, but on the whole, Mao Prize works and TV dramas are art categories with similarities and differences, and their main acceptance groups have similarities and differences. "For a long time, there will be a huge gap between the main recipients of TV dramas and the recipients of serious literature. Of course, having excellent serious literary works as the foundation will make a good start for the vigorous development of realistic TV series in China in the future. Without this foundation, it is only possible to create truly excellent TV dramas by an excellent adaptation and creation team. "

　　Li Shengli said that there is no clear boundary between serious literature and non-serious literature. From the specific works, some serious literary works also have the potential of popular culture, and these works are the easiest to be adapted into excellent TV dramas; Other serious literary works can be adapted by borrowing some points that are suitable for market acceptance, so that it is possible to make a film and television drama that is both good and popular, otherwise, it may become a spring snow with high and low music.

　　Our reporter grew up.

＂People in Spring＂ is being broadcasted, and Liu Tingzuo’s dual identity is expected.

On November 6th, based on the advanced deeds of Yu Fuling and Secretary Yu, the TV series "People in Spring" (formerly known as "Alley Prime Minister"), which focuses on community grassroots workers and witnesses their sadness, difficulties and growth, was released in prime time. Liu Tingzuo plays the noble property manager of the community in Spring in the play, and participates in directing the grouping part of the play.

"People in Spring" is being broadcasted, and Liu Tingzuo's dual identity is expected.

People in Spring is co-produced by Zach Li as the chief producer, Chen Haifan as the producer, TianYuanHong as the director, Liu Tingzuo as the group director, Li Xiaofeng, Ling Xiaosu, Yao Anlian, etc.

"People in Spring" is being broadcasted, and Liu Tingzuo's dual identity is expected.

The story mainly tells the story that Xu Yingying, a doctoral teacher of Yongzhou University, came to the community in Spring to investigate and was unexpectedly elected as the community director. He kept thinking and exploring in the complicated community governance work, and grew up from a newcomer to an excellent community cadre. With the joint efforts of community policeman Tian Lijie, social worker colleagues and many community residents, he transformed the old factory into a characteristic central block that residents yearned for. As the first TV series focusing on community workers in recent years, People in Spring not only has the overall layout of community events, but also returns to the contradictions of small and medium-sized families and even personal lives in the community. There is an emotional mosaic between small families and large families in the hearts of each community worker, and the ordinary work and flash experiences of the characters in the play are also happening to tens of thousands of social workers in the country.

"People in Spring" is being broadcasted, and Liu Tingzuo's dual identity is expected.

As an important part of the community, property workers are the guarantors of the residents’ better life, and they have only one mission. Service. As a link between community service and residents’ security, Liu Tingzuo, the property manager Gao Sheng, has experienced ups and downs in the "confrontation" with community residents in the spring. "But there is nothing to be done in vain, and governance by doing nothing" is the orientation of this character. Liu Tingzuo’s interpretation of this role is quite comic. People in Spring is another work directed by Liu Tingzuo as a group director, following My bel ami and New Year after Year. Liu Tingzuo said that he would like to thank the filmmakers and directors who have given him the opportunity to learn. He believes that there is no conflict between them. As an actor, he will have his own desire to express himself. As the initiative of a work, the director can put his thoughts and feelings into it, which is also the advantage of his role control and shaping. He said that there is still a lot to learn as a director, and in 2021, Liu Tingzuo also contacted many excellent directors in acting, and received a lot of inspiration and guidance. Please pay more attention to this "People in Spring" that is being broadcast!

"People in Spring" is being broadcasted, and Liu Tingzuo's dual identity is expected.

Romantic love is staged in the extreme beauty of the stills of The Girl in the Deep Marsh.


1905 movie network news Adapted from the world’s phenomenal best-selling novels, the annual masterpiece of women’s must-see love growth will be released nationwide on November 25. The film released a group of pictures of "Marsh Poetry", which beautifully presented the different life moments of the heroine Kiya in the depths of the swamp. Lovers who fall in love with each other, sweet and romantic love, and vibrant swamp scenery, The Girl in the Deep of the Marsh, while highly restoring the original work, attracts people deeply with its comprehensive audio-visual aesthetic feeling.


The natural scenery contains romance and poetry, and the inner world of the character is expressed through the scenery.


The Girl in the Deep Marsh, from the actors to the natural landscape to the story content, all expressed the pursuit of "beauty" by the creative team. Especially for the selection of swamp wetlands, the main creative team can be described as cautious, and the screenwriter Lucy Alibaba even said that "the swamp itself is a role." In order to create a better visual experience and sense of substitution, the film deliberately chose New Orleans, Louisiana, USA and other places to shoot. The aquatic plants are lush, the fish are shallow, the birds are fluttering, and the unique and vibrant beauty of the swamp is captured by photographer Polly Morgan. The "swamp aesthetics" presented by the crew has also been unanimously praised by the audience: every frame is wallpaper!


The Girl in the Deep of the Marsh not only achieves the perfection of beauty in the concrete picture, but also uses the scenery to express emotion and maps the inner world of the marsh girl Kia with delicate and exquisite pictures. The series of pictures exposed this time include several scenes in which Kia lived in the swamp: the young Kia made a living by collecting mussels and selling money, and the loneliness of living alone made her accustomed to being with the world. Also in this swamp world, she had a sweet first love with her childhood friend Tate. Together, they watched the snow geese perch in the water, felt the breeze in the grass, kissed among the fallen leaves, and said goodbye in front of Kia’s hut. Loyal to the original, the truly restored beauty is accompanied by a beautiful passage from the original "Where the flies sing", which makes the original book powder hooked. Producer reese witherspoon bluntly said, "When you watch this movie, you will feel the same as watching the original."


It is worth mentioning that, as the original "number one book powder", the diva of pop music personally created and sang the theme song Carolina for the film. "Marsh Girl" Kia’s lonely growing-up mental journey is narrated by moldy and delicate voice. The heartbreaking story, the beauty of the swamp scenery, and the theme song Carolina sung by moldy mold together constitute the unique and natural beauty of The Girl in the Deep Marsh.


The ultimate audio-visual recognition has been eagerly awaited by domestic audiences.


The film The Girl in the Deep Marsh tells a heartbreaking story about love and growth. Kia (Daisy Edgar-Jones), a girl abandoned by her family, grew up alone in the swamp. She was rejected and laughed at by the local residents, and the rumors about her were absurd. With the unexpected intrusion of young people from two small towns, Kia generate lost her desire for love, but her first experience of love brought her a dilemma of trial. There is an undercurrent in the wilderness wetland, and many secrets are about to be revealed.


At present, the film has been released in many countries and regions, and the global box office has exceeded 140 million US dollars. The ratings of major platforms are also soaring. The popcorn index has steadily risen to 97%, and the Douban score is 7.7, making it the global box office champion of the 2022 love movie. The ultimate audio-visual beauty of the film has also captured a large number of audiences, such as "the ultimate scenery, the ultimate romance", "the picturesque wetland in the lens" and "the immersive shock and impact, and the strong sense of viewing experience". With the continuous release of domestic film materials, The Girl in the Deep Marsh has attracted more and more domestic audiences’ attention with its strong style and pure story, and they are looking forward to feasting their eyes in the cinema.


There are many tricks to welcome New Year’s Day, and wonderful activities are going on!

On the afternoon of December 31, the "Love in Baifuquan" New Year’s Eve event was held.Grand Canal Yuantou Ruins ParkHold. At the event site, acrobatics, face-changing, dancing, magic and other programs were staged in turn, which attracted the on-site tourists to applaud and applaud. In addition, every hour, the organizers also set up an interactive game session, so that visitors can get dolls through interactive questions and answers during the New Year’s Eve activities.
The scene is full of flavor, and the theme dolls of the Year of the Dragon also appear in the park, attracting many children to interact and take photos. "I brought my children to play today, just in time for the New Year’s activities here. I feel that the atmosphere of the New Year is particularly strong and particularly festive. The children of the Little Dragon people like it very much and are rushing to take photos with it." Ms. Zhou said.
New year’s day holiday,Juyongguan Great Wall Scenic AreaOpened the Great Wall at night andLeduogangIntroduce preferential policies for scenic spots.During 17: 00-24: 00 on December 31st, 2023 and 05: 00-08: 00 on January 1st, 2024., with the shopping receipt and employee ID of Leduo Port on the same day, you can enjoy half-price tickets for the New Year’s Eve; Beijing residence permit with Changping District resident ID card and residence address in Changping District, and student ID card in Chang University are free.
At the same time,Return to heaven areaThe Huilongguan Sports and Cultural Center and Tiantongyuan Culture and Art Center also held a "double venue" linkage. The activities lasted until the end of January 2024, and more than ten activities kept going, allowing residents returning to heaven to celebrate the New Year.
New Year’s Day holiday lasts for 3 days.Tiantongyuan cultural art centerNew Year’s cultural activities, such as a new book launch conference, a New Year’s Eve party, a performance of the drama "The Death of Spring" and a photo exhibition, were held to enrich the amateur cultural life of the residents who returned to heaven. At the same time, in Huilongguan Sports and Cultural Center, the 2024 "Playing Basketball Together for the New Year" basketball game was staged with passion, offering a New Year’s basketball feast for sports fans.
Graphic/Xiang Lingxiao
Reporting/feedback

game

There are many kinds of games. I am not good at playing games. I played zombie games many years ago ~ this game is probably played by many people.

I am not allergic to games. I was depressed for a while. Teddy boy got off work very late and couldn’t accompany me. He played some games for me, saying let me relieve boredom, and I joked that you weren’t afraid of my addiction or something. Teddy boy said with a smile, you play. However, I may be short of a muscle, so I won’t play after playing for a while. More often, I pay attention to whether the plot is in place, whether the characters and scenes are beautiful, and I am reluctant to fight in teams and complete tasks, so several games that were said to be very popular at that time ended in nothing for me.

Perhaps, for things that you are not interested in, it is like this, you can’t activate it, and you have no passion. It is not easy to understand people who are crazy about playing games. Of course, you may lose some fun.

Yan and Qi grew up and began to pay attention to games. I understand that this is inevitable. Games are not just games, they can decompress, and they can also broaden your horizons. At the same time, they are also a way of socializing. Yan likes small games such as fighting and killing (which is probably the hobby of many boys), and Qi likes hand-made and fantasy games, so the two of them can’t play together. So sometimes it’s a headache.

As for the time to play games, there are fixed requirements for them. Generally speaking, it’s ok, but Yan students occasionally think about taking a chance and secretly play for a while … games are addictive, and there should be many children who are addicted to playing games at home. Maybe some parents have a deep understanding. Especially for those grandparents who take care of their children, every weekend, the children are not locked in their own rooms to play games, or they are playing games on the sofa.

Playing games is also easy to be deceived. During the holidays, children will secretly charge money into the game while adults are not paying attention, in exchange for their long-awaited skin, weapons, skills and so on.

Playing games for a long time will make children more irritable, because the brain is in a state of excitement and concentration for a long time. When people around him disturb him, he may show an unreasonable side. At this time, criticizing them may lead to more uncontrollable results and escalation of contradictions.

If minors play games to make up their money and find out in time, they must call the official, and maybe they can get some back.

However, playing games is not only one of children’s entertainment methods, but also a favorite of some adults. It is also particularly important to play games properly and balance the relationship between work and games, family and games.

There is an idiom that a game is such a "thing" when you are tired of playing with things. If you don’t pay attention to it a little, you will immerse children in it and forget your job.

Is the game itself right or wrong? Can’t say that, what was the original intention of the game being created? Make people happy? Make money? The era has developed here, the game industry has been in full swing, and a small protest and dissatisfaction can’t fight against the wall of interests.

In this matter, how to guide and help children is extremely important. I hope that all kinds of cases caused by playing games on the Internet can be taken as a warning and the relationship between games can be handled well.

Today’s golden sentence: you don’t have to be very powerful to start; But you have to start, you can be very powerful.

Continuously improve the level of medical services.

Recently, Shenzhen, Guangdong and other places have launched the "credit medical treatment" model. The hospital information system automatically initiates "non-inductive payment" for the medical expenses incurred by residents in the process of seeking medical treatment. The medical insurance reimbursement part is settled in real time, and the personal self-payment part is paid in advance by the medical credit line. Patients do not need to make any payment operation in registration, examination, medicine collection and other links, thus avoiding the pain of repeatedly queuing for payment.

From day surgery to night outpatient service, from nurses to home delivery, from "fingertip registration" to "cloud image" … a new measure to improve medical services, so that patients can experience the convenience and comfort brought by service upgrade. At present, the people have a higher demand for health, not only to see a doctor and see a good doctor, but also to see a doctor more comfortably and provide more considerate services. In order to further solve the problem of people’s urgent need to see a doctor, the National Health and Wellness Commission requires that "patient-centered" should be applied to all aspects of medical services in three years, so as to improve the comfort, intelligence and digitalization of medical services as a whole and promote the formation of a modern Chinese medical service model with more scientific process, more continuous model, more efficient service, more comfortable environment and more considerate attitude. Medical institutions at all levels should make full use of new means, new technologies and new models to get through the difficulties of people’s medical treatment, so that the reform results of high-quality hospital development can benefit all people more and more fairly.

It is necessary to innovate ideas, serve forward and improve patients’ pre-diagnosis experience. For example, improve the appointment diagnosis and treatment system and use artificial intelligence to improve the accuracy of appointment diagnosis and treatment. Provide appointments with various channels and valid certificates, implement time-sharing appointments, and implement various appointment modes such as centralized appointment for inspection and inspection. Reasonably arrange the number source quantity according to the professional characteristics, and reserve enough time for doctor-patient communication. Promote a variety of appointment modes, such as inter-clinic, cross-disciplinary, follow-up, within the diagnosis and treatment team, and within the medical association. Second-and third-level hospitals open a certain proportion of sources to primary medical institutions, give play to the positive role of family doctors in making appointments for referrals and examinations, and improve service continuity. Explore the establishment of a pre-visit mode. For patients who have a clear diagnosis and are treated for the same disease, they can make an appointment for the examinations needed for the follow-up visit through the Internet diagnosis and treatment platform, the Internet hospital or the appointment diagnosis and treatment platform, and match the number source of the follow-up visit according to the results of the examination and inspection.

It is necessary to simplify the process, innovate the model and improve the outpatient experience. For example, further optimize the outpatient process design to shorten the patient’s detention time in the outpatient department. Compression of outpatient number, payment, printing reports and other links to shorten the waiting time of patients in outpatient service. Strengthen guidance, simplify the process that requires multiple outpatient clinics and nursing, and reduce disorderly flow. Provide a variety of payment channels, and explore the implementation of "pay for medical treatment first" and "pay for medical treatment once" on the premise of ensuring the safety of funds. Establish a "one-stop" outpatient service center to provide patients with services such as guidance, consultation, inspection and appointment, acceptance of complaints and suggestions, and rental of convenient equipment to help patients familiarize themselves with the medical treatment process. Improve the multidisciplinary diagnosis and treatment system, expand the specialties and diseases covered by multidisciplinary diagnosis and treatment, and provide multidisciplinary diagnosis and treatment services that "patients don’t move doctors". Set up new outpatient clinics such as anesthesia, pain and health management, and provide more abundant outpatient services.

It is necessary to provide continuous services, coordinate medical care and prevention, and improve the post-diagnosis experience of patients. For example, relying on medical associations to improve the continuity of medical services, taking urban medical groups and county medical associations with grid layout as carriers, optimizing medical service processes, unblocking two-way referral channels, sinking experts, outpatient number sources and inpatient bed resources, and providing integrated medical and health services for residents in the grid. Promote the sharing of medical information in medical associations and explore the establishment of smart medical associations. Establish patient follow-up files and follow-up plans, build a multi-channel intelligent follow-up platform based on patient service, provide patients with more scientific, convenient and professional out-of-hospital rehabilitation and continuous treatment, find potential problems in time through data analysis, provide a green channel for medical treatment, and provide better protection for patients after diagnosis.

Medicine is an organic combination of science and humanities. Exquisite medical technology and warm humanistic care are important components of high-quality medical services. There is no end to improving medical services. Only by continuous innovation can we better meet the people’s growing needs for a better life. It is hoped that medical institutions at all levels will be guided by patients’ needs, aim at effectively improving people’s feelings of seeing a doctor, optimize medical services, enhance patients’ experience, and continuously enhance people’s sense of gain, happiness and security in seeing a doctor. People’s Daily (September 8, 2023, 19th edition)

Online congestion, the competitiveness of new beauty brands is ＂weak＂, will offline be the way to break through the bottleneck？

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

Suning Siqing distributes football gifts, football teenagers’ dreams and super league training base.

Welcoming his 27-year-old "birthday", Suning’s Nanjing headquarters is full of joy. It’s not just a big cake 27 meters long. As always, public welfare is still the theme of Suning Siqing. 100,000 candied oranges have traveled more than 2,000 miles from Mayang Miao Autonomous County in Hunan to Nanjing. These oranges are the "online celebrity" promoted by the "Chinese Pavilion" of Suning’s e-commerce poverty alleviation.

27-meter-long birthday cake at Suning headquarters

Sugar Orange from Mayang Miao Autonomous County, Hunan Province came to Nanjing Suning Headquarters.

As the celebration of the 27th anniversary of Suning, on the afternoon of December 25th, the football carnival "Warm Christmas in the Name of Love" created by Jiangsu Suning Football Club was held in Xuzhuang Training Base, which was the second consecutive year that Jiangsu Suning Football Club held the Christmas carnival.

The Christmas tree is full of fans’ blessings, the children are running happily on the pitch, Suning.cn team member Li Ang started the live broadcast of the first game of his "commentary" career, and Yang Li, the main player of Suning women’s football team, put on a Christmas hat to interact with the children …

Football carnival activity site

At the event site, children from Suning socialized youth training, "Football 1+1" public welfare project and social recruitment visited Suning Xuzhuang training base under the leadership of the staff, and the base was decorated with Christmas elements, which the children liked very much.

Suning.cn team member Li Ang and Suning women’s football player Yang Li distributed carefully prepared Christmas gifts for the children. "I like my brother Li Ang very much. I hope he will play better in next year’s competition." A child named Li Zhemo also made a small request to Li Ang, hoping that Li Ang would teach him to kick free kicks.

Suning.cn team member Li Ang and Suning women’s football player Yang Li prepare Christmas presents for the children.

At the players’ meeting, Li Ang and Yang Li shared their Christmas experiences with the children. Li Ang said, "Today is the first time I have spent Christmas in this way, and I am very happy with my children. Before Christmas, I would spend it with my family, eat and chat together. " Yang Li said: "I will prepare an apple for myself at Christmas and pray for peace in the coming year."

It is worth mentioning that, under the organization of the club, the children of socialized youth training in Suning had an interesting 4-to-4 football friendly match with the children of "Football 1+1", with Li Ang and Yang Li as the commentators. "It’s very gratifying to see children so happy because of football." Li Ang said: "They got together because of football, and I believe they will also form a deep friendship because of this activity and this football."

Children of socialized youth training in Suning have a friendly match with children of "Football 1+1" public welfare project.

On December 26th, at the 2018 Suning Public Welfare Strategy Conference and the 27th anniversary public welfare birthday celebration ceremony, Suning invited China Foundation for Poverty Alleviation, amity foundation, True Love Dream Foundation and other partners to release 2017 public welfare achievements and 2018 public welfare road map focusing on "precise poverty alleviation, sports, education" and other public welfare fields, so as to convey Suning’s social responsibility and public welfare charity to the society. Football public welfare has become the key content.

"Football 1+1" is a public welfare project jointly sponsored by Suning and amity foundation. Through one-on-one assistance, football education activities are carried out for schools in Jiangsu and Anhui provinces, and campus football training is promoted to interact with leagues, football summer camps and stars. In 2018, this project will continue to advance, so that the joy of football will come to more children in poverty-stricken areas and remote areas.　

Note: This article belongs to the commercial information published by People’s Daily Online. The content of this article does not represent the views of this website, and it is for reference only.

Asia-Africa World Cup competition： the group advanced and the number of semi-finals tied, and Africa won by one advantage.

In the history of the World Cup, the bipolar status of Europe and South America is unshakable. At present, all the World Cup champions come from these two regions, while teams from other continents, not to mention winning the championship, have not even stepped on the final venue yet. Relatively speaking, Asia and Africa are relatively close. There are more countries in both continents, and the number of World Cup places is similar. Africa has five and Asia has 4.5. That is to say, if Asian teams are lucky, winning the transcontinental play-offs will make the number of Asian and African teams in the World Cup the same.

So, who has the better World Cup performance in Asia and Africa in history?

Of course, we don’t need to calculate the total score or total goal data of all Asian teams and African teams in history, just look at the results of key nodes. Specifically, look at the teams on two continents, the number of times the group advanced, and the best results.

In these two aspects, Asia and Africa actually tied.

Historically, both Asian teams and African teams have been promoted 11 times. Of course, it needs to be said here that Asia in football refers to the AFC, so Australia is also counted as an Asian team.

Let’s list the specific situation below. In the history of the World Cup, African teams promoted by the group included Morocco in 1986, Cameroon in 1990, Nigeria in 1994, Nigeria in 1998, Senegal in 2002, Ghana in 2006, Ghana in 10 years, Nigeria and Algeria in 14 years and Senegal and Morocco in 22 years. A total of 11 times.

As for Asian teams, Japan has four times, South Korea has three times, North Korea and Saudi Arabia each once, and Australia twice. It happened to be 11 times. I am ashamed to say that this data, if Australia did not join the AFC from Oceania, then Asian teams actually lagged behind African teams.

Let’s look at the best results. Originally, South Korea reached the semi-finals in the 2002 World Cup and won the fourth place, which was once the unattainable achievement of second-rate teams such as Asia and Africa. But FIFA World Cup Qatar 2022 and Morocco have also achieved this. And to tell the truth, Morocco, the fourth place, is more convincing than South Korea in those days. Everyone knows this, and there is no need to start talking about it.

Therefore, in terms of the best results of the World Cup, Asia and Africa also tied.

So, which side of the world cup is better? There is a data that Africa is dominant, and with this data, we can say that African teams have higher ceilings and stronger ability to work miracles than Asian teams.

In fact, the data of the previous group promotion times is very general. After all, reaching the top 16 and reaching the top four are both group qualifying, but the gap between these two results is not small. So we might as well break it down again-the number of times we scored in the top eight.

In this regard, Africa is far better than Asia. Because Cameroon in 1990, Senegal in 2002 and Ghana in 10 years all reached the quarterfinals of the World Cup, and the number of quarterfinals was three times. What about Asia? It is still zero.

It should be noted that in the 1966 World Cup, North Korea reached the quarter-finals, but at that time, the World Cup was only 16 teams. Therefore, the quarter-finals of North Korea should be strictly called the first round of the knockout round, but it is actually the same level as the next sixteen. You know, Cameroon, Senegal and Ghana reached the second round of the knockout round, so North Korea, the quarter-finals, is not included in this data.

In today’s scale, reaching the quarter-finals means that the group will go further than the group. If it’s a miracle to beat the Asian and African teams into the knockout stage, then the miracle of the quarter-finals is certainly higher than the miracle of the quarter-finals. In fact, if we take away the controversial semi-final result of South Korea in 2002, we will find that the upper limit of Asian teams in the World Cup is not high, and the best result so far is the first round of elimination. So at this point, there is still a gap between Asian teams and African teams.

Of course, judging from FIFA World Cup Qatar 2022’s performance, Asian teams seem to be better than African teams. I hope there will be an Asian team in the future that can break through the long-standing ceiling.

Fabiano suggested that Rishalison consider a strong Serie A team, and Cristiano Ronaldo faded out of the mainstream.

Rishalisson complained that he had too few chances to play at Tottenham Hotspur. Although the Brazilian star apologized to Kong Di, people felt that his personality was not suitable for the top teams in the Premier League. Fabiano, a former Brazilian star, also wants his younger generation to consider other leagues. Apennine football is suitable for players with this personality. Fabiano suggested that Rishalison should consider the strong teams in Serie A, both Milan and Rome need strikers. As Serie A is developing, the arrogant players can choose Italian football. Of course, fabiano also advised Risalesson to lower his salary standard. Although the Brazilian star has a strong personal ability, his career is in a state of "no progress".

Can Cristiano Ronaldo consider the mainstream league? The goal efficiency of Portuguese superstars in Saudi Arabia is still very high. Many people expect Cristiano Ronaldo to return to the five major leagues in Europe, and fabiano also discussed this topic-Cristiano Ronaldo has faded out of the mainstream. Although the Portuguese superstar is still in excellent condition and his influence is still the same, it is almost impossible for him to return to the mainstream teams in European football. At the beginning of Ronaldo’s victory in Riyadh, mainstream sports channels were still paying attention to his movements. However, judging from the mainstream media such as Team Newspaper and Kicker in March, there is less and less content about Cristiano Ronaldo in sports, which is a sign that he has faded out of mainstream sight.

When Rishalison came to Tottenham, people had high expectations for him, because he could play on the wing or in the middle, taking into account the roles of Sun Xingyu and Kane. Fans who have seen FIFA World Cup Qatar 2022 know that Rishalison has a strong personal ability, and his goals are usually ornamental. He also praised the younger generation for combining the advantages of South American players and European players. However, Risalesson did not show his comprehensive quality in the top teams in the Premier League. Fabiano felt that there were two reasons that prevented Risalesson from developing his potential under Kong Di. The first one was injury. His injury on the eve of the World Cup disrupted his development plan in this club.

Most players will increase the probability of injury in the Premier League. After all, the big clubs in English football have high competition density and fierce confrontation. If Risalesson can choose a strong Serie A team, the schedule of Apennine Club will be less intensive, which will effectively alleviate his injury. Furthermore, although the thickness of Tottenham’s lineup is not very good, there is no shortage of wingers in Kong Di, and Sun Xingyu and Kulusevski are still ahead of Rishalison. Although Rishalison is still qualified for the front waist, after Lucas Jr. returned from injury, Rishalison’s playing opportunities will be reduced.

Others talked about Rishalison as Kane’s replacement, and fabiano also told the truth-in Brazil’s tactical mode, Rishalison has no problem as a center. However, Kong Di’s system needs a No.9 player with strong fulcrum and a strong sense of grabbing points. Obviously, Lisa Song’s style can’t be rotated with Kane, so it is better for him to change teams. Judging from the overall situation, the requirements of top teams in Serie A for strikers are not so complicated, and Risalesson can give full play to his potential. Moreover, fabiano said that the strong Italian football teams have a rising trend in the Champions League, AC Milan has entered the quarter-finals, and Inter Milan has a high probability of advancing to the next round.

Serie A has gradually separated from the category of "pension league", which is also something that Risalesson needs to consider. After the ball, the author thinks that Lisa Song is very similar to Anthony in some aspects. They both like to show off their skills and show off their skills. The platform of the Premier League is more rigorous, especially the strict manager like Kong Di, who can’t tolerate the mistakes of his players. It can be seen that fabiano suggested that Risalesson consider the top teams in Serie A, and this suggestion has some truth. Regarding whether Cristiano Ronaldo can return to the mainstream, some time ago, Chelsea’s striker couldn’t score, and some people suggested that Burleigh reconsider the Portuguese superstar. After all, Cristiano Ronaldo’s ability to seize opportunities is ok.

As the Blues gradually recovered in these games, no one suggested that Burleigh and winstanley consider Cristiano Ronaldo. As for other strong teams, they have no financial resources to introduce Cristiano Ronaldo. After all, his salary requirements are too high, and no big club is willing to face so many locker room storms. Therefore, C Ronaldo faded out of the mainstream. In fabiano’s view, the cooperation between Cristiano Ronaldo and Mendes ended, which also led to the end of the Portuguese superstar’s career in the mainstream league. After all, Mendes has a good relationship with the major teams, and Cristiano Ronaldo has lost his interpersonal relationship in the mainstream football.