Guide: You know that we are weak in appearance, but I don’t know that we are stronger than anyone else.

Introduction:

Li Jing, the host, once wrote in a book: "There has never been an era that can give women such a broad and rich choice, which comes from my promotion, self-realization and self-transcendence. In some fields and industries, women even have more opportunities and gain more respect than men. "

But the inherent prejudice is like a label that is difficult to tear. Even if it is shoveled off, it will still leave glue marks in people’s hearts.

Yang Feifei, who has become the director of the service center, will still be questioned by new users: "Can girls fix their mobile phones?"

Yang Xiaoxue, who has excellent customer service team performance, will still be questioned: "It is not difficult for girls to do customer service well, right?"

Zhang Wenyun, who successfully built an OPPO service expert group and led a 40-member team, still could not escape being asked: "How should women balance their career and family?"

How do women break through the inner and outer walls, tear off the label and shovel off the glue mark at the same time? Today’s heroes-Yang Feifei, Zhang Wenyun and Yang Xiaoxue-use their personal experiences to tell how women try their best to win more respect and possibilities for themselves.

Yang Feifei never thought that she, who studied business administration, would one day become an expert in repairing mobile phones. Initially, Yang Feifei was the front desk of a service center, acting as the "mouth" of the repairman outside the closed mobile phone repair room, and reassuring users with professional communication.

In order to do this "reassurance", Yang Feifei has made great efforts. She humbly asked the maintenance master, and every time she met a question that she couldn’t answer, she got to the bottom of it. The more you learn, the more possibilities you naturally look forward to.

In 2016, OPPO service was upgraded, and the service center was upgraded from closed maintenance in the past to transparent maintenance. In the past, users could not see the process of mobile phone maintenance, which inevitably led to questions and worries. After the transparent maintenance upgrade, users can not only see the engineer’s maintenance face to face, but also ask face to face; Spare parts replaced during maintenance can also be queried through official channels to avoid users’ worries about surcharges and arbitrary charges.

As a result, Yang Feifei’s front desk work was weakened, and she had to find a new way out. Just at that time, the service center maintenance master was understaffed. Yang Feifei thought, since he can be an engineer’s "mouth", why can’t he be an engineer?

But the transition from front desk service to maintenance engineer is far more difficult than Yang Feifei imagined. First of all, I got the qualification certificate, and persistent Feifei got the qualification of junior engineer and moved on to senior engineer. If you want to get a certificate, you have to take the written test, interview and practical operation. As long as there is one unqualified item, you can’t get the certificate, and the passing rate of senior engineers is less than 20%.

After putting the children to sleep at 10 o’clock every night, Yang Feifei began to recite and take notes, and his life was more fulfilling than the college entrance examination. In this way, she abruptly "chewed" the senior engineer qualification certificate.

However, this is only the first level. In addition to professional skills, facing the transparent maintenance of users, courage is a compulsory course. At first, Yang Feifei didn’t dare to repair in front of users. She felt that being watched, the screw would break through the inner screen in the next second. In order to practice her courage, she asked her colleagues to act as users and stare at herself. At first, hand shaking was inevitable, but with more practice and familiarity, you can cope with it.

In the past, users came to the service center to repair their mobile phones, preferring to wait for an afternoon with a male maintenance engineer rather than looking for a "female teacher" like Yang Feifei to repair them. However, the experience of being rejected and left out again and again did not dispel Yang Feifei’s enthusiasm. She said: "No matter whether the user trusts me when he comes, I will definitely make him satisfied when he leaves." Her skill and sincerity touched every user who came to repair it. Now, users who are familiar with the OPPO Service Center in Linhai will directly call Yang Feifei.

Today, she is the director of the OPPO Service Center in Linhai City. In 2022, Yang Feifei’s service center scored full marks in many monthly assessments.

Occupation is gender-neutral. Yang Feifei proved this statement with his own actions. The position of maintenance engineer, boys can do it, girls can do it, even better. Influenced by her, Yang Feifei’s son is also particularly interested in digital products. When his mother is repairing, he watches quietly, and the seeds of technology are quietly planted in the children’s hearts.

This is the way for Yang Feifei to change. She turned "dare not think" into "possibility".

Zhang Wenyun, who is also a mother, also worried after her second child returned to the workplace. Is she unable to keep up with the pace of the company?

Zhang Wenyun, who came to OPPO after graduating from college, is in her 11th year in the company. From the grass-roots level to business operation to team management, she has grown from a young freshman to a unique team core backbone, and her growth is inseparable from the rapid development of the company. However, when she came back after giving birth to a second child, she found that both the adjustment of the company’s organizational structure and the impact of new colleagues, new competition and new perspectives made her feel stressed.

At the same time, she gradually realized that in the past, in the core business, the company was also developing at a high speed and could continuously prove its value; But if the business is no longer the core, do you still have the confidence to play your own value? It can be said that she has come smoothly from the newcomers in the workplace and received a lot of support and help. When she becomes an old employee of the company, can she also sum up experience and help more young people to avoid detours and become a light for others? Zhang Wenyun seems to have found the breakthrough point of career bottleneck.

In 2020, OPPO pushed the NPS project. As the first project member, Zhang Wenyun found his initial intention to enter the OPPO service. No matter how big the company is and how much business is laid, users are still the foundation and foundation of service.

She went to the front line, thought of the front, stood from the user’s point of view and listened to the user’s voice at close range. Although "land reclamation" is hard, but watching the business continue to open up more possibilities, users continue to praise, Zhang Wenyun once again found the head of work and his own value.

Zhang Wenyun and Yang Feifei are wives and mothers, but these roles do not prevent them from becoming independent experts in the workplace. They have broken through the two "heart walls" of women’s workplace, which are blocked by external prejudices and bound by internal self.

The real strength of women is that they no longer set limits on themselves and live a wonderful life every day. Because life is like a play, if it is a play, there will be calm waves, and there will be climaxes, so you don’t have to care about other people’s comments. Take root down, grow up, and live a new height on this limited life road.

"The work of telephone customer service is indeed more difficult than expected." Yang Xiaoxue went through the three-certificate examination and a month-long training before he successfully took up his post. However, she didn’t fully adapt to the customer service work at first, especially when communicating with strangers. Her hands were shaking at the first connection, but Yang Xiaoxue’s personality created her strong personality. Since she chose it, she must stick to it.

As a customer service, helping users to deal with problems online requires very strong problem positioning and emotional appeasement. Compared with offline services that can see problems face to face, online customer service can only speculate and locate user problems through user descriptions. At the same time, some users often come with emotions because the problems are not solved. Calm down the user’s emotions first, and then solve the problem, which has become the daily life of Yang Xiaoxue’s online customer service.

For Yang Xiaoxue, it is not only necessary to help users solve problems, but also to bring users a sense of security.

Especially for the elderly whose children are not around, customer service is often the only way to solve their mobile phone problems. On one occasion, Yang Xiaoxue received a special call for help. The other party was an illiterate old man, and his children were not around, so there was no way to help him operate. Yang Xiaoxue found an identical mobile phone, operating and answering. Although the service time of this call is several times that of other calls, it can effectively solve the problem for the elderly, which makes her feel very fulfilled and finds the meaning of customer service.

Yang Xiaoxue’s customer service work is not always smooth sailing. Many girls who came in with her at the same time left because of the pressure, which sometimes comes from harassing calls late at night. Sometimes a bad review requires 30 favorable reviews to pull back the assessment pressure; Sometimes it is a return visit that is not done in place, and it is complained by users …

But the idea of "leaving" never appeared in Yang Xiaoxue’s mind. In her words, "I am competing with myself". From the former "social fear sprouting new" to today’s "among the best", Yang Xiaoxue gave himself a more independent confidence with excellent strength.

Zhang Wenyun is also "competing with himself".

In 2021, the Find X3 series, a high-end product of OPPO, went on the market, and the OPPO service also upgraded the user service system. It is necessary to build a customer service team completely different from the traditional customer service from 0 to 1-"service expert group".

Zhang Wenyun volunteered. For her, the service expert group is another decision to be close to users and return to the original heart.Since it is the right way, why hesitate?

But everything starts from zero, and what role, positioning and resources the service expert group needs, Zhang Wenyun is completely groping across the river. In the expert group training system, it is required to go through more than two months of in-depth training from entry to formal employment in order to master systematic professional knowledge and service skills. However, due to lack of experience, recruitment, training and operation management have not been taken into account, and the team mobility is very high, and the business indicators are not up to standard.

In the first three months, Zhang Wenyun experienced a "dark moment" in the past 10 years. Brand-new challenges, brand-new work content, Zhang Wenyun dare not stop at the same place, because stopping will definitely fail.

Once people compete with themselves, the hardest thing to say is to give up. Zhang Wenyun survived those three months and gradually found a way. Both training and management were gradually on the right track, and the team gradually stabilized.

The "service expert group" is different from the general customer service. The team adheres to the concept of thinking more about users and taking one step further, and actively provides appointment services when users need it; Provide diversified tutorials for users who have difficult problems with their computers; Understand the real pain points of users, treat users as friends, and be anxious for users … ……OPPO service has achieved the ultimate in innovation and service upgrade.

Talking about family issues, Zhang Wenyun also said frankly: "Work and family cannot be completely balanced. If you invest more in your work, you will always pay less for your family." Fortunately, her parents and husband are very supportive of her work, and her family has become the most stable "rear area" when she is in the forefront of the workplace.

Wen-yun zhang also said:"The balance between family and career should not only torture women. Both men and women will face the same problem, but everyone defaults that women should pay more for their families. "

Nowadays, Zhang Wenyun and Yang Xiaoxue are struggling to grow towards their desired goals. In the days when they are sailing against the current, they take root hard. When riding the wind and waves, it will grow up again. They use tenacity and indomitable spirit to interpret the meaning of not giving up, break through difficulties again and again and win for themselves.

For OPPO services, a person’s role is not only related to themselves.

Every hotline customer service and maintenance engineer has undergone strict screening and professional training; For outstanding talents, OPPO also provides them with growth and promotion channels. They not only live as light themselves, but also become the light of users and teams.

In traditional values, women are often associated with "weakness" and "meekness". Another example is the trouble of Yang Feifei and Zhang Wenyun-people will only say that gentleness is the advantage of women, but they often ignore that they can also play their roles through technical strength and leadership. This is their former cocoon house.

Now, they are rushing out of the cocoon house and turning into butterflies.

Their growth is also closely related to the growth of OPPO services.

In 2008, OPPO service had its first service center in Beijing;

In 2009, the service hotline opened 7 * 24 hours online;

In 2016, closed maintenance was upgraded to transparent maintenance. In the same year, the service of sending and repairing was launched, which brought more convenient service and experience to users;

In 2017, a one-hour quick repair service was launched;

In 2018, on-site maintenance was launched;

In 2019, O School was launched to learn to play computer games with enthusiasts.

In 2021, the service expert group was established.

In 2022, with the Find N2 series, the screen breakage protection products of 1V1 exclusive service housekeeper and internal and external screens were launched.

Every change brings together excellent female strength; Every progress is a two-way trip between OPPO services and partners.

For women, it is not only Women’s Day that they should be respected and applauded, and it is worth celebrating. Every day when we explore the possibility of women’s development, every progress is worth remembering.

Finally, at the end of Fang Qi’s words, she said, "Why does a girl fight so hard? Because life won’t look at you as a girl, so go easy on her. You see that we are short, but we can’t see our inner strength; You know that we are weak in appearance, but I don’t know that we are stronger than anyone else. "

Every time we watch a big show or street shoot, many people will send out such feelings as "too fashionable, can you wear it in life?" and "Oh, I can’t control it."

But there is a saying in the fashion world: the simpler the more advanced, perhaps knowing this truth. In this year’s street shooting of Paris fashion models, we can find that their clothes have changed a lot, and they are no longer fancy and incomprehensible, but more classic.

For example, a classic white shirt is basically a must-have item in everyone’s wardrobe, and no matter who you wear it, it can show a different taste.

Besides, there are many fashions worth trying and choosing. The most important thing is that we can draw many matching conclusions from the street shooting of models.

Classic jeans danpin

Among many fashions, the most classic one is denim. Although the times are constantly changing and the fashionable items in the fashion circle are endless, the status of denim fashion circle cannot be replaced by other items.

This is enough to show that classic denim fashion is definitely worth choosing and trying. For example, some daily wear can’t be separated from classic denim fashion.

For women who love beauty, in hot summer, they can choose denim dress to help themselves and build a good temperament. This skirt is simple in style, but it has obvious age-reducing effect. Older women will look younger if they wear it.

Loose t-shirt

Perhaps in most people’s minds, they will think that the fashions selected by the models in Fashion Week are all full of design sense.

But if we really look at their street shooting, we will find that the items they wear are very ordinary daily items, such as loose T-shirts.

No matter who wears this kind of single product, it can present a good temperament. It is a kind of fashion regardless of age and gender, with higher plasticity and stronger practicability, which is worth choosing and trying.

Folding element fashion

For these models in Fashion Week, they don’t just choose the basic fashion in their daily life, but also try the fashion with bright spots.

For example, the fashion with pleated elements has distinctive styles and can show certain psychology, which can make ordinary wear more interesting.

For example, the black jumpsuit with pleated design is relatively more everyday, but it does not lose its bright spot and can make the style look fashionable and individual.

Simple dress

Advanced and decent style is worth pursuing and trying. From the street shooting of Paris Fashion Week, models prefer simple and fashionable skirts, such as black straight skirt with suspenders. This kind of skirt is beautiful and advanced, and it also has a different temperament.

Basic vest

In the hot summer, it is natural to have a vest. With a wide-leg pants, you can show the atmospheric style and make your temperament outstanding enough.

In daily life, matching classic jeans with a vest shows a different good temperament. If your temperament is ordinary, trying this matching method can quickly enhance the sense of fashion.

You can choose a more personalized vest, such as a plaid vest with brown pants. This style is more retro and fashionable, which can make your temperament more outstanding.

For many women, once in summer, they may not know what kind of style to create. They can choose classic items or other items to make their styles more diverse and learn the collocation methods of supermodels, which can improve their temperament.

Original text, pictures from the network, if there is any infringement, please contact to delete.

Liang Junqi and Ma Doucheng

Football originated in China. During the Spring and Autumn Period and the Warring States Period, "Cuju" or "Collapse Ju" appeared. The earliest statement can be found in Qi Ce, the Warring States Policy: "Being rich is very blessed and real …… it collapses". In the Han Dynasty, cuju got a greater development due to the prosperity of social economy, which was almost empty, and cuju became the main sports activity of the court. Modern football originated in Scotland, and since it was introduced to China at the end of 19th century, it has been widely welcomed by Chinese people with its unique charm. Li Huitang, a player who was active in modern China football, was once rated as one of the "top five ball kings in the world" by an authoritative magazine in the Federal Republic of Germany. However, as football has become one of the most popular sports in China, the development of football in China has been ill-fated and has failed to live up to the support and love of Chinese people. Exploring the development history of football in China and putting forward targeted opinions and suggestions have certain reference significance for promoting the development of football in China.

1. Shanghai has become the birthplace of modern football in China.

When it comes to modern football in China, we can’t help but mention Shanghai. As the earliest gateway city to open concession in modern China, Shanghai was inhabited by westerners, with numerous church organizations, and was deeply influenced by the west in all aspects of social life. Therefore, it became one of the main windows for modern China to introduce western things, including sports, and was once known as "the cradle of China football" and "the important football town in the Far East", just after Hongkong. It can be said that Shanghai is the birthplace of modern football in China and the cradle of the development of modern football in China.

In 1848, when the Cambridge Rules, the first written rule of football, was born, Shanghai, known as the "ten-mile foreign field", was also influenced by missionary schools, which opened a new era of modern competitive sports in China. In November 1867, Shanghai Westerners established a football association, also called a football club, and formulated some football rules. Later, according to their respective units, they gradually split into different teams, such as navy football club, police football club and so on. However, Shanghai Football Club still undertakes the responsibility of leading and organizing all the western football clubs in Shanghai. At the end of 19th century, football was included in the teaching content of Westernization schools and missionary schools.

In 1895, St. John’s College established the first all-face of china football team in Shanghai. Although I dare not say that this is the first football team in China, it is also one of the early modern football teams in China, and it is known as the "St. John’s Braid Army". Shortly thereafter, Shanghai Nanyang College also set up its own football team. In 1902, the two schools imitated the football team competition between Oxford and Cambridge, and began to hold a series of competitions that could be recorded in the history of China. As a result, football became a popular sport in various famous universities in Shanghai at that time, and even major middle schools such as the famous Xuhui College became "trendsetters" in this "new sport".

In 1902, the Shanghai Football Association was founded (referred to as "Western Union") and began to hold the Scooter Cup. As the most influential football match in Shanghai that year, participants in the Scooter Cup are not allowed to have China teams or face of china. To this end, Shanghai students and the people jointly established the East China Inter-school Football League, in which soccer teams from eight schools participated. In order to fight against the Western Union, the All-China Sports Association was established in 1924, with Zhang Boling as the chairman and Wang Zhengting as the honorary president. In the same year, the Chinese Football Federation was established in Shanghai, which was a milestone in the development of modern Chinese football. Since then, with the holding of the national sports meeting and the national sub-regional football match, it indicates that football has gained extensive attention and gradually spread throughout the country.

Second, modern football in China went from glory to decline.

Football is an emotional sustenance and a historical inheritance. A philosopher once said: There are only two common languages of human beings, one is music and the other is football! As the "world’s first sport", football is very popular all over the world. Especially in some European and American countries, the level of football is relatively high, and the development of football and football industry is relatively mature. But little known is that the popularity of football in modern China is not inferior to that of today, and it represents the highest level in Asia at that time.

On the history of modern football development in China, Li Huitang is an unavoidable figure. In 1922, at the age of 17, Li Huitang was selected as the main striker of South China Team, the most famous football team in Hong Kong. In 1925, Li Huitang was invited to Shanghai to prepare for the Shanghai Lehua Football Team. In 1927, he led the team to win three championships, namely, the first-class tournament held by the Western Federation and the first-class tournament held by the Chinese Football Federation. Although they didn’t win the Scooter Cup, Li Huitang and Lehua football have already become the symbols of China football. In the 1920s, there was a saying in China: "It’s up to Mei Lanfang to watch the play and Li Huitang to watch the ball." In old China, it is really extraordinary that a football star can be compared with the name of Mei Lanfang, a master of Peking Opera. He won the title of "Asian Ball King" with tenacious struggle and superb skills. In 1976, an authoritative football magazine in the Federal Republic of Germany organized a selection campaign, and Li Huitang was named "the top five soccer kings in the world" along with Brazil Pele, England Matthews, Spain Stifano and Hungarian Serbs.

In 1924, the Football Association of the Republic of China was established, and China football was truly systematized and institutionalized. For the first time, a regular team representing the country’s foreign wars appeared. In 1924, it was also regarded as the founding year by the national football team, marking the beginning of football in China and becoming a standardized competition in China. Joining FIFA in 1931 also confirmed the recognition of China football by the international community. At that time, China football began to enter the "golden age" of strong development in Asia. Together with Li Huitang, the first groundbreaking pioneers emerged. From 1915 to 1934, China won nine consecutive championships in the Far East Games, and was shortlisted for the Olympic Games twice in 1936 and 1948. At this time, China football is a well-deserved overlord in Asia. Later, due to political and other reasons, there was a vacuum in the whole world football, and China football was no exception.

After the founding of New China, the China Football Association was established in 1955. After failing to hit the 1958 World Cup finals, it withdrew from FIFA. Then came the ten-year Cultural Revolution, when football was banned. After the reform and opening up, he rejoined FIFA in 1979. Since then, China failed in the 1982 World Cup finals. This is the first time that China’s football has been closed for a long time, and it has hit the World Cup qualifying right since it returned to FIFA. In essence, it is the beginning of the modern history of China’s football. Since 1976, China team has participated in the Asian Cup for nine times in a row, and reached the finals twice in 1984 and 2004, but both of them came back with a grudge. Their debut in the first World Cup was the 2002 World Cup in Korea and Japan, but they lost all three games and conceded 9 goals without scoring a goal.

1992 was the first year of football professionalization in China. The "Hongshankou Conference" held in June, 1992 was hailed as the Zunyi Conference of China Football. The conference decided to take professionalization as the breakthrough of football reform, and it was also supported by national leaders. In 1994, the first League A began, and China Football Year officially entered the professional road. After the end of the 2003 season, League A and League B were transformed into the first-class football leagues in chinese super league and China. Entering the 2002 China-Japan World Cup finals was the heyday of Japanese football. Since then, the achievements of the "National Brand" team have been lackluster, but Evergrande Football Club won the AFC Champions League twice in 2013 and 2015 respectively, saving some face for China football.

Revitalizing and developing football is the ardent expectation of the whole country, which is related to the physical and mental health of the masses and the cultivation of excellent culture, and is of great positive significance for building a sports power, promoting economic and social development and realizing the great rejuvenation of the Chinese nation. On March 16th, 2015, the highly anticipated Overall Plan for Football Reform and Development in China (hereinafter referred to as the Plan) was officially announced. As a programmatic document of China’s football reform and development, there are 50 reform measures in the plan, which can be called the most important reform in the history of new China football in terms of content and scale. It also means that China’s football reform has entered a "deep water area", and the future reform road has attracted more attention. In April 2016, the Medium-and Long-term Development Plan of China Football (2016-2050) (hereinafter referred to as the Plan) was issued. The plan is divided into three periods: short-term, medium-term and long-term. In the near future, it is necessary to achieve the development goal of ensuring basic, strengthening grassroots and laying a foundation; In the medium term, it will achieve the development goal that China football is more dynamic, more energetic and more influential, and ranks among the top teams in the world; In the long run, it is necessary to achieve the goal of being a first-class football power, and China’s football will achieve all-round development.

If the Plan is the "program" of football reform and development in China and the Plan is the "goal" of football reform and development in China, the future development of football in China will usher in a clearer timetable and a clearer road map.

Third, it is a long way to go to realize the revitalization of football in China

Since China football has been concerned by the public, tragedy and tragedy have become synonymous with them. China men’s soccer team took part in international competitions and capsized several times at the last minute, and performed a series of "black three minutes", which seemed to be an insurmountable psychological barrier for the China team. "5.19 tragedy", "Irbid tragedy", "Golden State tragedy", Yangcheng tragedy, borhani’s humiliation, World Cup tragedy … have impacted the fragile hearts of China fans again and again. "If you are not happy, just watch the national football game!" "If you want to be in a bad mood, go and see the Super League!" ….. netizens commented like this.

Of the three big balls, only football was invented by China. At present, China men’s soccer team can only be regarded as a third-rate team in the world and a second-rate team in Asia. China is the birthplace of football, and now China’s backward football achievements and status are not commensurate with the status of the birthplace of football and China’s status as a big country in the world. Popularize football on a large scale, greatly improve the level of football, and make China a world football power, so as to match the historical and realistic status of this birthplace.

一是加强青训体系建设。良好的青训体系是足球人才的最根本的来源。在欧洲乃至世界足坛，几乎每一家球队都非常看重自家的青训营，比如巴萨拉玛西亚青训营、阿贾克斯青训营、曼彻斯特联青训营、拜仁慕尼黑青训营等，培养和出产了大批享誉世界的足坛巨星。曾经，支撑着中国足球的是举国体制的培养训练模式，为中国足球输送了不少人才。但2004年之后，足协把青训的任务交给了市场，原有青训体系崩塌，多年来青训的进展发展缓慢，甚至原地踏步，甚至不断倒退。实现中国足球腾飞的梦想，就要牢记习近平总书记对校园足球及中国足球发展的殷切希望，牢记立德树人、全面发展的核心目标，进一步完善校园足球制度体系和治理体系，探索和建立一个符合我国国情和特色的青训体系，为中国足球的腾飞壮骨强筋、固本培元。

The second is to popularize football for all. At present, there are less than 7,000 young players registered by China Football Association, accounting for 1.4% and 1% of Japanese 600,000 and Spanish 620,000 respectively. There are 8,000 registered professional players, and the quarterly shortage of football population seriously affects the development of football in China. Popularizing football by the whole people and increasing the football population base will naturally increase the number of outstanding players. It is necessary to actively integrate into the top-level design, conscientiously implement the requirements of the "Program" and "Planning", and provide strong support for vigorously popularizing social football. It is necessary to increase financial input, extensively carry out mass amateur football leagues, and drive social football events to go deep into the masses. It is necessary to promote the construction of venues, improve the utilization rate of campus football fields, further improve the hardware facilities of football venues, and provide a strong guarantee for the extensive development of social football. It is necessary to solve the defects in the management system, solve the problem of backward system and mechanism, separate management from office, de-administer, and overcome the tendency of "pseudo-professionalism".

Third, we must strengthen the construction of the league. By other’s faults, wise men correct their own. The experience of European and American football powers tells us that high-level leagues are the only way for football development. League is the foundation of football development in China. Players of our national team are selected, improved and grown in the league. The progress of the national team cannot be separated from the healthy development of the league, which is the basis for the survival and development of the national team. League standards should be in line with international standards, adhere to openness and innovation, and constantly absorb and learn from international advanced experience to transform and upgrade the league level. League organization should be more scientific, and club construction should be more standardized and healthier. It is necessary to increase the construction of professional league culture and professional ethics, improve the all-round and three-dimensional supervision system of the football industry, and resolutely prevent the recurrence of problems such as "fake gambling". It is necessary to adhere to the principle of "football starts with dolls", promote the development of youth training from "quantity" to "quality", effectively improve the club’s own hematopoietic function, realize a virtuous circle and long-term sustainable development, and train and transport outstanding talents for the national team. It is necessary to enhance the awareness of the overall situation, jointly build a national team that can recruit good fighters and have a good style of work, and strive to achieve results that satisfy the broad masses of the people.

(Liang Qiqi, School of History, Qingdao University; Professor Ma Doucheng, School of History, Qingdao University)

Thanks to the brothers’ long-term support and trust, this number insists on sending a public recommendation every day, and hopes to lead the brothers to make 2023 prosperous! Your forwarding and sharing are the driving force for my continuous innovation and research!

003Rasmus VS Atletico Madrid

In the past, las palmas played against Atletico Madrid for nearly 10 times, and achieved 1 win and 9 losses, and his past performance was obviously at a disadvantage. In terms of recent situation, las palmas’s recent performance is acceptable, and the team has won 2 consecutive victories; However, Atletico Madrid’s recent state is relatively stable. Although it has fought on two fronts, it has achieved good results. Las palmas beat Manakol 3-0 in the last round and won two consecutive victories, in good shape. The team has a strong offensive ability, scoring only 9 goals in the past 5 rounds, but the defensive quality has improved, losing 4 goals in the past 5 rounds. This season, it has achieved 4 wins, 2 draws and 5 losses, ranking 10th in the league. Sandro ramirez, Fabio Gonzá lez and others were plagued by injuries or missed the game. It must be difficult for this field to face the former bitter Atletico Madrid.

Atletico Madrid beat Aravis 2-1 in the last round, and the team’s morale is like a rainbow. So far this season, it has achieved 8 wins, 1 draw and 1 loss, and its performance is excellent, ranking third in the league. Comprehensive analysis: Atletico Madrid has recently won six consecutive victories, averaging two goals per game, and the offensive end is full of firepower. They have won 9 of the last 10 games against las palmas, and they have an overwhelming advantage. In this game, Atletico Madrid is highly likely to continue the momentum of victory.

Direction: main and negative

Score: 0-2/1-3

Number of goals: 23 goals

002Lecce city VS Leeds United

Optimistic: Shengping

Age: 20 11 21

Total goal: 2.3 goals

004Paris Saint-Germain VS Montpellier

Optimistic: win/let win the game and make it even.

Age: 20 30 31

Total goal: 3.4 goals

005Porto VS Lille, esto

Be optimistic: win/let win

Age: 30 31 41

Total goal: 4.5 goals

Ferdinand watched the boxing match between Tai Sen Furui and Francis Nagano in Riyadh. He said that football is the first sport, and even if many stars came to watch the match, Cristiano Ronaldo was the focus of the audience.

Rappers Eminem and Kanye and former UFC champion McGregor all came to the scene, but when Cristiano Ronaldo and his girlfriend Georgina appeared at the game, they became the focus of attention.

Rio Ferdinand also watched the game in Riyadh. He talked about the influence of Cristiano Ronaldo: "When he walked into the building and was under the same roof with some of the biggest sports legends of all time, he was the greatest superstar in that building!"

"It’s crazy, anyone will think that there are other sports more important than football? No, I didn’t! Whether it is the NFL or the NBA, I don’t care what game it is. They can’t be compared with football. "

Rio Ferdinand also talked about Ronaldo’s seat at the boxing match: "Where do you think he can sit?" Mohamed ben salman (Saudi Crown Prince) will only sit with the greatest people. Cristiano sits next to him, that’s it. The greatest person sits next to the most important person. This is the best position. "

The Spring Festival passed in a blink of an eye. I wonder how many pounds you gained during the Spring Festival? In fact, the reason for gaining weight is not just eating, but playing games on the bed after eating ~

As a veteran gamer, I have recently noticed many new mobile games, and all of them have experienced them. Today, I will give you some Amway mobile games that don’t step on the pit!

The first game to be introduced is an action game I love to play recently, Warm Snow.

"Warm Snow" is a horizontal mowing game from the perspective of Dark Wind God. If you want to describe this game in one word, it is "cool"! National style, Lian Zhao, and different weapon genres can all produce different cool effects.

Although this game was transplanted from Steam, it has matured after several major versions of the update, with basically no vicious bugs and stable operation. The setting of the buyout system is also very friendly, neither liver nor krypton. If you like action mowing games, Warm Snow must be experienced.

The second game is also a game of into the pit during my Chinese New Year, "Magic Field Tour 2".

That’s right, "Magic Field Tour 2" officially ends up as a sequel to the magic field tour. When I thought it was a skin-changing mobile game borrowed from the old IP name, I found that I was all wet. "Magic Field Mobile Game 2" was once developed by an end-game team. Needless to say, it is still in the end-game magic beast, moving bricks and other gameplay upgrades.

As I thought before, there are fewer copies of the end-game content. This time, there are nearly 20 copies in the mobile game, such as star copy, Shenhuo copy, daily copy and team copy, which greatly meets the PVE needs of players. Most importantly, most of the materials in the game can be exploded, and you can also trade with other players in the game. This is simply a paradise for brick movers ~

On January 5th, the peak test of "Magic Field Tour 2" is very suitable for into the pit. At this stage, there are still a lot of opening activities and daily activities, and players can quickly upgrade.

The third game recommended is a casual game, Space Action.

Today, when "Goose and Duck Killing" and "Space Wolf Man Killing" are extremely popular, there are also domestic manufacturers waiting for an opportunity to launch similar wolf man killing games. But to tell the truth, games like Goose and Duck Killing and Space Wolf Man Killing are very troublesome to download, so I recommend a "flat replacement" wolf man killing game here. When you are tired of playing mmorpg or action games, it is also very pleasant to occasionally burn your brain and play a game of wolf man killing ~

That’s the new tour I recommended. If you have any new tour recommendations, please let us know ~

source/Lianshang.com & Soupu.com

write an article/Wang Ting

Head figure/affiliate gallery

In 2022, the overall consumer market was weak, and the beauty market was not spared.

Statistics from the National Bureau of Statistics show that in December 2022, the total retail sales of cosmetics was 29 billion yuan, down 19.3% year-on-year; In the whole year of 2022, the total retail sales of cosmetics was 393.6 billion yuan, down 4.5% year-on-year, showing negative growth for the first time since 2017.

2022 is also a year when beauty brands shrink. Enterprise survey data show that last year, a total of 746,000 cosmetic-related enterprises in China cancelled/revoked, and many well-known beauty brands reported the news of closing down or shrinking their business.

According to the incomplete statistics of Lianshang. com, at least 31 beauty brands in the domestic market adjusted their business layout in 2022, which was 24% higher than that in 2021 (25 brands), including foreign beauty brands such as Maybelline, h2o+ Shuizhiao, Zaruiji and Bomei, which have entered the China market for more than 20 years, and emerging domestic brands such as EqualRXN and Yan Xiaosheng, which have not developed for more than 2 years.

It is worth noting that in 2022, a total of 13 beauty brands made it clear that they would shut down or withdraw from the China market, and 3 brands were suspected to bid farewell.

More than half of the beauty brands officially delisted are domestic brands, and the longest survival time is 5 years, and the shortest is only 1 year.

Among them, the domestic makeup brand CROXX founded by beauty blogger Dong Zichu was officially shut down in May last year; Focus on the domestic makeup brands Rain Series and YES that stopped operating in August! IC is in the clearance stage; The other two skin care brands, Fangji AFRELLA and Henghua EqualRXN, founded by domestic professionals, also said in September and December that they would leave the market temporarily due to comprehensive reasons such as environmental changes and operation management.

At the same time, many overseas brands have announced their withdrawal from the domestic market for various reasons.

Shuizhiao, a well-known skin care brand that has been operating in China for nearly 20 years, also announced the dissolution and liquidation due to poor performance and weak growth, which is expected to be completed in 2023; Deciem, a Canadian innovative beauty company controlled by Estee Lauder Group, also shut down its four non-core business brands in April last year. In addition, the French minority fragrance brand FOLAMOE stopped operating for the second time within 19 months after its arrival in China due to the epidemic situation, and finally made it clear in August last year that it would formally withdraw from the domestic market.

In addition, Blanc Shengquan, Snowberry and Huda Beauty have all shut down official channels such as flagship stores of e-commerce platforms and are suspected of withdrawing from the domestic market.

These disappearing beauty brands not only confirm the decline of the beauty industry in 2022, but also reflect the trend of market renewal iteration to some extent.

01

Online celebrity’s beauty cosmetics are hard to grow red

Hot beauty cosmetics attract a group of celebrities to enter. Many beauty brands that have emerged with traffic dividends have emerged and disappeared. In 2022, there were 6 online celebrity beauty brands bidding farewell to the market, including 4 domestic brands and 2 overseas brands.

Yu Ji, a beauty brand founded by domestic beauty blogger Yu Ge in 2018, previously announced the closure of clearance. In January last year, two nail polish products sold well by the brand were found to contain excessive second-class carcinogens. Because the brand did not report it, it did not recall the handling methods of the products, which triggered a strong crisis of confidence. Although the brand has deliberately emphasized that the closure of the brand is not directly related to the incident, it is still crowded with dissatisfied consumers under the post of its clearance announcement.

In addition, Dong Zichu, who is known as "the first male beauty blogger in bilibili", officially shut down his makeup brand CROXX；, which has been in operation for five years, in May last year; The brands Fangji AFRELLA and Henghua EqualRXN, both founded by domestic beauty celebrities, also announced the suspension of brand business at the end of the year because they did not adapt to the changes in the market environment in time.

Strike while the iron is hot. In the fierce market competition, beauty brands who started with celebrity effect may be able to achieve short-term success with the help of the east wind of traffic. However, due to changes in the market environment, insufficient internal driving force of brands and many other reasons, they eventually fell into a development bottleneck, or stopped their pace, or left the market in liquidation. For online celebrity Beauty, which got a flow bonus in the early stage, although it was easy to start, it is still difficult to become popular without finding the right positioning, polishing the products carefully and controlling the basic product quality.

In addition to domestic products, foreign online celebrity beauty brands have also suffered from waterloo in the domestic market. URIID Yuri Duo, a skin care brand founded by Korean artist sung yuri, has always received a mediocre response since it entered the China market. The total number of fans of Weibo and Xiaohongshu that can be found is less than 14,000, and it quietly left after only a few months in China.

In addition, the overseas flagship store of Huda Beauty Tmall, a well-known online celebrity beauty brand from Dubai, also removed all its products in October last year, and announced that it had entered the stage of store closure.

It is understood that the brand was founded by Huda Kattan, a world-renowned beauty blogger with tens of millions of fans, and her sister in 2013. During 2020-2022, it was strongly pressed by well-known brands such as MAC and The Body Shop, and was rated as the most popular beauty brand in global social media by overseas beauty data platform Cosmetify. The closed Tmall overseas flagship store is its only official channel in China, and its counters in DFA duty-free shops in Macau will also be evacuated due to performance.

In addition to Huda Beauty and URIID Yuri Flower, in recent years, there are many online celebrity beauty brands that have entered the China market tepidly or failed.

Among them, Jeffree Star Cosmetics founded by J, a well-known overseas beauty blogger, KKW Fragrance founded by Kardashian, a socialite, and many other star brands that have attracted much attention overseas. The fundamental reason is that they lack localized operation for the domestic market and fail to grasp the characteristics of China’s consumer market and make long-term investment in marketing and services.

"Bessie" victoria beckham once said publicly: "Now, without a solid China market, you can’t become a successful international brand." However, even with such awareness, Victoria Beckham Beauty, the beauty brand it founded, lost its reputation in China in just one year.

For overseas beauty brands, if they want to harvest "leek" only by their own popularity, it will be a pipe dream. How to build long-term brand competitiveness will become a key link if they want to develop continuously in the China market.

02

Foreign beauty cosmetics have fallen one after another.

The back waves of the Yangtze River beat the front waves. With the rise of domestic beauty cosmetics, the absolute advantage of foreign beauty cosmetics in the domestic cosmetics market has begun to collapse.

In 2022, a total of 21 foreign brands announced the closure or adjustment of their business strategies. The most adjusted brands are from the United States, and a total of six companies have announced strategic adjustments or entered liquidation; The number of adjustments of Korean and French brands tied for second place, each with 5 brands; Then there is Canada, which shut down four companies.

According to the beauty sales list disclosed by double 11 over the years, it can be seen that in recent years, the ranking of domestic brands has climbed, and Japanese and Korean beauty cosmetics are gradually fading out. Although the high-end product lines of major foreign cosmetic groups still have the upper hand in the market competition, the defeat of many established Volkswagen cosmetics in China also proves that the domestic cosmetic market is accelerating.

In July last year, the old beauty brand Maybelline, which once shouted the slogan "Let every woman in China have at least one Maybelline product", closed all offline stores one after another, leaving only Watson’s counter, and all other sales channels were transferred to online. Before this contraction, this brand, which has a history of 24 years in China market, also actively sought change. In the year before last, it carried out the strategic transformation of the experience store with online and offline interaction, but after all, it did not restrain the decline and gradually retreated.

Japanese cosmetics group Pola Orbis also announced in April last year that its skin care brand Shuizhiao, which has entered the China market for 20 years, will soon stop operating and complete its dissolution and liquidation in 2023. According to the financial report, the dissolution of Shuizhiao business is expected to bring a loss of 182 million yen to Pola Orbis. The official website homepage of Shuizhi ‘ao also published the announcement that it is about to stop operation. The announcement reads: "After more than 30 years of innovative research and development, we have made a difficult decision to officially shut down the brand at the end of the year." At present, official website no longer accepts orders, but consumers can still go to Amazon to buy products.

In addition, Shiseido also sold its cheap beauty brands Za Jirui and Bomei, which have been operating in China for more than 20 years, in March last year. Revlon, an old makeup brand, also filed for bankruptcy protection again in June because she was overwhelmed. ……

03

It is difficult to enjoy the cool under a big tree.

In the overall downward environment of the beauty market, large groups have not been quiet for years, and have made corresponding business adjustments one after another, or divested some businesses in a planned way, or shut down their poor-performing brands.

According to the incomplete statistics of Lianshang. com, in 2022, at least seven large enterprises in the beauty field closed down or scaled down their brands, and more than 17 brands such as TooFaced, HERA Heyan, Blanc Shengquan and Chaling successively became "abandoned children".

Among them, Estee Lauder has the most adjustments, involving six brands including Glamour and Too Faced. Followed by Amore Pacific, which contracted the operating channels of its three brands in China; Furthermore, L ‘Oré al Paris, LVMH, Shiseido, etc. have all adjusted their two brands.

According to MGI data and McKinsey’s survey of more than 6,700 consumers in China, the middle class in China will further grow and the high-end consumption momentum will continue in the future. It is a trend to concentrate resources to consolidate and expand the high-end market, and optimizing the brand portfolio continues to be the adjustment strategy of beauty giants.

As a part of structural optimization, Deciem, a Canadian innovative beauty company controlled by Estee Lauder, shut down its non-core business brands such as HIF, Hylamide and Abnomal at one time last year. Too Faced and online celebrity Mask Grammy also closed their Tmall flagship stores due to poor performance, and were sent out of the China market.

Break your wrist and increase your weight. In June last year, two high She Xiang brands under Estee Lauder, KILIAN Quellien and FREDERIC MALLE Fumar Perfume Publishing House, opened their first stores in China. Aveda, a high-end hair care brand, was introduced into China market; The first store of high-end perfume brand Le Labo also landed in Shanghai in November.

According to statistics, Estee Lauder, which is keen to expand its market through "Buy in buy buy", has owned 28 high-end beauty brands after it bought Tom Ford for nearly 20 billion yuan last year, covering four fields: skin care, make-up, perfume and hair care. Among them, except for six brands such as Estee Lauder, Clinique and Yuemu Zhiyuan, all the other 22 brands are acquisition or investment brands.

In contrast, Shiseido is constantly slimming down. It is understood that Shiseido has been restructuring and optimizing its brand structure in recent years, gradually focusing on the business structure with skin care as the core.

Since 2021, it has successively sold 15 brands including Za Jirui and Bomei. It is reported that from 2016 to 2022, Shiseido introduced nine brands in China. Except for WASO, which has been shut down in the Japanese market, and Anjixinyu, which was promoted in cooperation with Watsons, the other seven brands are all high-end positioning, covering cosmetics, perfumes, beauty instruments, high-end skin care and other fields.

Coincidentally. In the first three quarters of 2022, the net profit of revenue dropped by 40% in the China market. Amore Pacific also explained that it was mainly affected by the reorganization of offline channels of major brands and the slowdown of cosmetics consumption. "In the future, in the China market, the Group will focus on the mid-to-high-end and online fields." In November last year, the official WeChat of Amore Pacific announced that it would accelerate the introduction of new products through Tmall international cooperation.

In addition, based on the resilience of high-end brands during the epidemic, L ‘Oré al Paris has said that it will introduce new products with higher prices while controlling the cost of mass brands. On the one hand, it adjusted the business strategies of its brands Blanc Shengquan and Maybelline; On the other hand, in August last year, Carita CARIDAE, a luxury cinema brand, was officially introduced to the China market, and in September, it announced the acquisition of Skinbetter Science, a high-end cinema brand, and it was included in its active health cosmetics division, and the beauty business of Prada, a luxury brand, was officially launched.

Beauty giants’ ambition to point to the high-end market is obvious. Under the continuous brand optimization and adjustment, the competition of high-end beauty will be further intensified.

Write it at the end

The disappearance or contraction of many beauty brands is regrettable, but not all the bad news comes from the market.According to the incomplete statistics of Lianshang. com, in 2022, there were 23 first beauty shops in China, among which 14 foreign brands entered China for the first time, keeping a relative balance with the number of overseas brands that withdrew from the China market.

According to enterprise survey data, in 2022, there were 14.829 million new domestic wholesale and retail enterprises, including 3.642 million new cosmetics-related enterprises, accounting for 24.6%, a year-on-year decrease of 17.1%. Although the growth rate has slowed down, there are still a large number of enterprises rushing into the market.

Judging from the published sales data, the high-end business of international beauty brands in the China market still dominates; Polaiya, Winona, Perfect Diary, Hua Xizi and other domestic beauty brands that mark the low-end market are in hot pursuit; Homogeneous competition brought about by the emergence of more brands is inevitable, and the future beauty market will present an increasingly fierce competition pattern.

However, it is worth noting that the enthusiasm of the domestic capital market for beauty cosmetics is cooling down. According to the incomplete statistics of Lianshang. com, in 2022, there were 52 financing incidents in domestic beauty track, with a total financing amount of about 486 million yuan and a single financing amount of about 87 million yuan. According to CVSource investment data, in 2019, the average single financing amount of domestic beauty products can reach 337 million yuan.It can be seen that under the fierce market competition, it is increasingly difficult for domestic emerging brands to obtain capital recognition.

With the increasing number of brands entering the market, the dispute over the channel and flow of beauty cosmetics will be further intensified. Finding the correct market positioning and constantly cultivating internal strength will become the key elements for the survival and development of existing brands.

Statistics of beauty brand adjustment in 2022

The popularity of games will change with time and different player groups. Here are some popular games in history, but please note that this does not represent the current ranking or popularity:

1. "My world" (Minecraft)This sandbox building game has a high degree of freedom and creativity, and players can build, explore and survive.
2. Fortnite (Fortnite)A great escape game, which is popular for its unique game style and cross-platform function.
3. The League of Legends.: A multiplayer online tactical competitive game with a huge player base and professional e-sports events.
4. PlayerUnknown’s Battlegrounds.A survival-centered shooting game, players need to survive and compete with each other in a closed area.
5. Super Mario Odyssey (Super Mario Odyssey)Nintendo’s 3D platform game is a classic of Mario series.
6. Animal Crossing: New Horizons.A life simulation game in which players can build and manage their own paradise on an uninhabited island.
7. Red Dead Redemption 2.A western adventure game is highly praised for its rich open world and fascinating plot.
8. The Legend of Zelda: Breath of the Wild.Nintendo’s action adventure game is highly praised for its open game world and innovative gameplay.
9. The Witcher 3: Wild Hunt.A role-playing game is highly praised for its huge game world, fascinating stories and diverse tasks.
10. Overwatch (over watch)A team shooting game, which is welcomed by players for its diverse heroic roles and tactical gameplay.

These games have become the favorite focus of players for a period of time, but with the passage of time and the launch of different games, the popularity of the game industry and player preferences are constantly changing.

As the most popular game type on the market at present, in 2022, RPG fans played many excellent works such as Eldon’s Ring and Horizon: The Desperate West. At the end of the year, foreign media Gamerant recently selected the top ten RPG works in 2022. In addition to the above two works, The Lost Ark and The Legend of Pocahontas: Arzeus were also selected for this list.

Echo of chains

On the stage of the fantasy world of Varlandis, players will travel through various landscapes, from the weathered plateaus and exotic islands to the sunken cities and forgotten dungeons for adventure. Sword and magic combined with mechanical fighting are the characteristics of this work.

Eldon’s Ring of Law

The Elden Ring is an action RPG game based on the orthodox dark fantasy world. Go into the vast scene and underground maze to explore the unknown, challenge the difficult dangers and enjoy the sense of accomplishment when overcoming difficulties. Not only that, but also the group drama composed of the interests of the roles on the stage is not to be missed.

The flame coat of arms is unparalleled: romantic.

The flame coat of arms is unparalleled: romantic, romantic and snowy, which was jointly developed by Omega Force and Team Ninja and released by Glorious Tekumo Games. The story background is the same as that of the flame coat of arms: romantic and snowy, and the three heroes are separated from each other. This book inherits the romantic world outlook and role, but the direction of the story may have a new development that has never been seen before.

Horizon: Desperate West

In Horizon: The Despair of the West, eloy, a robot hunter, goes to the West to investigate a deadly mysterious disease. In the unknown danger of the west, she will meet strange new tribes and more deadly machines. Accompanied by old faces and new friends, she has to explore this new territory bravely and find out the answers needed to save life on earth.

The lost ark

The Lost Ark is a free MMO-ARPG game made by unreal engine 3. Players will embark on an adventure in a vast and dynamic world. You can explore new continents, find lost treasures, and challenge yourself in fierce and thrilling battles.

Marvel Comics’s Son of the Night

Children of the Night in Marvel Comics is set in the dark side of the Marvel universe. Players will fight against evil supernatural forces. Heroes need to unite and form a team to survive in the dark world. They are the last line of defense of the earth, and they need to stop Lilith, the mother of the devil, from fulfilling her evil prophecy. Together, they summoned the ancient warrior hunter, Lilith’s abandoned son and the only hero who ever defeated her.

The Legend of Pocahontas: Arzeus

The adventure stage of The Legend of Pockmarked Dream: Arzeus is a "Xicui Area" featuring vast natural landscapes. It was in ancient times before there were concepts such as Pockmarked Dream Trainer or Pockmarked Dream Alliance, and this place will eventually be called "Shenao Area". The purpose of the protagonist’s adventure is to make the first treasure and dream picture book in this area.

The rise of steel

The Rise of Steel is an action role-playing game with the French Revolution as the background. In 1789, Paris, the city was shrouded in a haze of fear. Louis XVI led his cold-blooded mechanical army to suppress the Great Revolution. As a miracle of mechanical engineering, Egeus shouldered the important responsibility of resisting the ingenious robot army under the king and changing the historical process.

Triangle strategy

The story of "Triangle Strategy" will revolve around the conflict between salt and iron in three countries. The story stage is the war-torn mainland of Nozelia, and players are forced to make difficult decisions. Various choices and actions in the game will accumulate "beliefs" based on the three values of utility, morality and freedom, thus affecting the plot direction and the participation of comrades. Where will your justice lead?

Blade of otherness 3

The story of Blade 3 tells the story of six young girls who belong to two hostile countries, Corvis and Agnus, and is about to start a life-oriented story. The stage of the story, Ionion, has a magnificent natural environment, huge protozoa, and a giant mobile weapon, Iron Giant God, which is used as an army stronghold.

In the coming year of 2022, the new consumption trend of beauty cosmetics in the "post-epidemic era" is becoming more and more prominent.

For example, "cost performance" and "flat replacement" have become the hearts of young consumers; The constituent party is popular, focusing on functional skin care, so that some domestic products in niche tracks are favored by generation Z; "Atmosphere" makeup has become a trend, seemingly inadvertently beautiful, but in fact the details are perfect; The popularity of camping, frisbee and other sports has pushed beauty brands to "overweight" outdoor application scenarios, and consumers have also put forward higher requirements for functional products such as anti-ultraviolet, waterproof and sweat-proof.

Recently, Vipshop conducted comprehensive analysis and ranking based on in-station beauty sales data, platform search data, professional buyers’ recommendation, users’ real evaluation, network hotspots and other dimensions, and launched the "2022 Beauty Hot Search List" to provide consumers with a "beautiful" summary and trend inventory in 2022.

The statistical results show that in the current challenging economic environment, many consumers’ ideas have changed and become more rational and pragmatic, and the popularity of search terms such as "cost-effective" and "flat replacement" remains high. In this context, the trend of domestic products and cutting-edge brands with obvious cost-effective advantages ushered in the "market year".

Take the "New Brand Plan" of Vipshop, which focuses on trendy domestic products, as an example. Since its launch more than a year ago, the project has been well received by users. In 2022, the overall sales of beauty products will increase by 58.8% year-on-year, and the sales of brands such as Ximuyuan, Zhuben, Grain Rain and Yeast Color will double. At the same time, in order to improve the cost-effective experience, L ‘Oreal, Olay, Clarins, SKII and other first-line brands have also launched value-added packages in Vipshop, further enriching users’ shopping choices.

Another highlight of the beauty market in 2022 is the continuous upsurge of functional skin care. Under the market education in the past two years, consumers have learned a lot about whitening and moisturizing products. According to the annual search data of Vipshop, hyaluronic acid, salicylic acid and nicotinamide became the three hottest beauty ingredients in 2022, followed by Centella asiatica, 377, VC, astaxanthin and alcohol A.

In the field of make-up, "pseudo-plain face" and "atmosphere" are the mainstream trends of make-up in Vipshop’s station in 2022, which are embodied in the pursuit of lightness and thinness in foundation, earth tone in eye shadow, and moist and bright lipstick. Interestingly, from the ranking of consumption data, in addition to the North, Guangzhou and Shenzhen, Chengdu, Chongqing, Xi ‘an, Wuhan, Kunming and other places have also squeezed into the top ten cities that love to buy cosmetics. Chengdu and Chongqing are even more beautiful than Shanghai and Guangzhou.

Thanks to the vigorous rise of outdoor activities, the concept of year-round sun protection is deeply rooted in the hearts of the people. In 2022, the search volume of sunscreen products in Vipshop station is more than twice that of whitening products, among which the search volume from post-90 s and post-95 s groups has increased significantly. Vipshop data also shows that young people after 90 and 95 are more willing to spend money on sun protection than buying hair and body care products.

The person in charge of Vipshop Beauty said that in the past year,With the change of consumption trends and the emergence of new brands, the beauty market is vibrant in generate. Vipshop will gain insight into consumer demand.Actively cooperate with well-known brands at home and abroad and introduce more high-quality beauty products.In the future, Vipshop will keep up with the market trend and continuously enrich the shelves of beauty products to meet the diversified and personalized consumer needs of more users.