1905 movie network news At this year’s Shanghai Film Festival, thousands of tickets for the film were all sold out in a few minutes, so hot that even the winners of the Golden Awards had to try their best to ask netizens for tickets in the spring and summer. Some netizens even joked that "if you want a ticket for" Thieves Family ",you may have to use a suite in Shanghai to exchange it". With the hard-to-find ticket for "The Thieves", it is basically a foregone conclusion that Japanese movies will become the new favorite of domestic fans.

　

Compared with domestic films that only know how to make the audience’s adrenaline soar through scary scenes and special effects, Japanese films are obviously more concerned. Japanese films pay more attention to the depiction of characters’ psychological activities, living conditions and real environment, so when Shinobu Yaguchi’s new work is scheduled for June 22nd, knowledgeable audiences are excited to look forward to it.

　

Japanese films often focus on families, such as Thieves’ Family and Survival Family. Director Hirokazu Koreeda once said that "there are no heroes in my films". It is through the meticulous portrayal of every little person that the "big picture" of Japanese films is created.

　

For example, the Suzuki family in Survival Family, father Suzuki is indifferent to the family, mother is a full-time wife, and a pair of children are addicted to the Internet and mobile phones and do not like to communicate with their families. At the beginning of the movie, the family’s life is so normal that you can see similar scenes by casually pushing open the door of a family.

　

Such a scene is the daily life of every family in the world, and it is also the morbid state after the modernization of the city. The birth of "Survival Family" benefited from the director Shinobu Yaguchi’s reflection on the morbid city. His sense of eschatology in his bones forced him to think more than others. What should I do if disaster comes to this world one day? This time, he took over the baton of the doomsday disaster film, which suddenly plunged the world into a power outage.

　

The so-called urban civilization collapsed instantly after water and electricity were cut off, and all electrical appliances could not work, and mobile phones, computers and subways could not be used. People quickly fell into a crazy situation, soaring prices made people anxious, and the weakness of human nature was exposed in the end. Shinobu Yaguchi, the director, did not spend a lot of space describing the ruined city in an instant, but focused on the transformation of individuals. The film Survival Family recorded the experience of Suzuki’s family fleeing from Tokyo to the countryside after the power failure.

　

Along the way, the family experienced many obstacles, such as lack of food, lack of water, map errors, bad weather and so on. They had to face up to each other and support each other to tide over the difficulties.

　

It is not an easy task to tide over the difficulties. A fragment in the preview is memorable. A family arrives in another city by bike, and the city is still empty and deserted. The children accused his father Suzuki of being "useless and only bluffing". At this moment, his wife casually said, "It’s not the first day you know him. I wonder if he has always cared about others." As soon as this was said, Suzuki sat down on the ground depressed. Dad, who is addicted to work, thinks that hard work is the greatest contribution to his family, but he really doesn’t know what his family really needs. There are many realistic scenes in the film, which make you feel trance-like and think that "this is my life".

　

"Survival Family" begins with a disaster and is also a film that heals people’s hearts. Without electricity, the Suzuki family gradually learned to have fun in the midst of hardships and regained the warmth of their families.

　　The "2019 World Theatre Beijing Forum" hosted by national centre for the performing arts was held in Beijing a few days ago. With the theme of "communication, cooperation, sharing and win-win", this forum invited more than 200 managers and artists from nearly 90 art institutions in more than 20 countries and regions around the world to gather together, and conducted in-depth discussions on the practical problems faced by theater development, such as "new concept of theater operation and management", "art education and audience training" and "the future road of artistic creation and production".

　　This forum has laid a good foundation for deepening cooperation, exchange and mutual learning among theaters. The Beijing Declaration was issued on the closing day of the forum. Representatives of the participating art institutions unanimously supported the establishment of the exchange and cooperation mechanism of the Beijing Forum of World Theatre and explored the establishment of the World Theatre Alliance, with a view to better promoting the formation of in-depth, standardized and normalized exchanges and cooperation among institutions.

　　1. The spread of digital technology makes good works equal to good box office.

　　Good works are not equal to good attendance. During the forum, almost all the guests mentioned in their speeches that the urgent task of theater development is to attract audiences, especially young people, by using various means as much as possible. Xia Manning, Director-designate of the International Development Department of the Paris National Opera House, said: "France once conducted such a survey, and the results showed that among 50 French people who wanted to watch various performances, only 8 would choose classical concerts and 8 would choose dances, while only 4 would like to listen to an opera."

　　In the forum, many guests thought that if the theater is to be forward-looking, it must use Internet technology and means to attract young audiences. It has become a trend to use Internet technology and live broadcast to promote art communication. When sharing operational experience, the guests mentioned the role of digital technology in broadening the field of opera communication and audience.

　　George FairTerhalle, general manager of the Berlin Opera Foundation, talked about his own understanding. "Our mission is to root the opera art form in the fast-paced society and introduce the opera to a wider audience as much as possible by using digital tools.". On the road of spreading opera art by using digital technology, the European Opera Union shared their experience. In October 2017, the European Opera Union joined 29 member institutions to build the online platform opera vision. So far, it has provided 71 performances, 170 videos and more than 3 million web pages for opera lovers, and each work has been viewed 24,000 times on average.

　　Hou Keming, director and professor of Beijing Film Academy, shared the application of the world-leading "4K+5G" technology in the theater live broadcast. In May, the original national dance drama "Tianlu" was staged at the National Grand Theatre, and the world’s first "4K+5G" live broadcast was also conducted at the Capital Cinema. At the same time, the live broadcast is also presented simultaneously on the mobile phone, TV big screen and other channels.

　　Using Internet technology and live broadcast to promote art communication has reached a global consensus. Yu Xiaogang, deputy editor-in-chief of Beijing Daily, affirmed the value of digital technology for art communication: "Many audiences may not have been to the concert hall or listened to the concert before, but online live broadcast has brought them the opportunity to enter and feel the art. From offline to online, elegant art has attracted more audiences through grounded communication, realizing online feedback. They may enter the physical theater from the online theater, and if this continues, a virtuous circle of art communication will be formed. "

　　2. Strengthen the talent pool to maintain creative vitality.

　　How do art institutions attract audiences? Wu Han, artistic director of the Chamber Music Association of Lincoln Center in the United States, enthusiastically shared her answer: "Provide enough wonderful performances." In Wu Han’s view, art institutions "must show the best and best art form and make the concert unparalleled in order to make the audience love this art form". The guests at the meeting agreed with her that stage presentation is the core foundation of the existence of the theater, and always maintaining the high quality of performances and constantly promoting artistic innovation is the fundamental driving force for the sustainable development of the theater. If you want to keep your creativity alive all the time, you must constantly pay attention to talent training and strengthen talent reserve.

　　Chen Ping, director of China Theater Development Research Center, said: "With the increase of the number of theaters, we need the following kinds of talents, namely, directors, conductors, screenwriters and other performing arts creative talents and performing arts talents, as well as theater production, performance management, publicity and marketing and other performing arts management talents. We especially need compound talents who understand art and are good at management. "

　　Anna Weber, general manager of the art and operation of Carnegie Hall in the United States, said: "In addition to commercial performances, Carnegie Hall has many related projects to train talents. For example, the NYO National Youth Symphony Orchestra includes the best American musicians between the ages of 16 and 19. Every summer, they train together and tour internationally. Our goal is to change people’s lives through music. "

　　In his speech, Xinyi Chen, director of Turandot, the national version of the opera, stressed: "The purpose of creation is by no means business and money, and social responsibility comes first. It is an artist’s responsibility to lead the masses to follow you and pursue truth, goodness and beauty at a high level." Inheritance is the foundation of development. Young actors must first inherit the fine traditions of the older generation of artists in order to truly create masterpieces that the audience loves.

　　3. Cultivate loyal audience with art popularization

　　Christopher Weidauer, Minister of Digital Development in vienna state opera, Austria, shared a set of research conclusions based on 4,000 samples — — The reason why people don’t want to walk into the theater door is that they are psychologically distant from elegant art. The purpose of art education and popularization is to change people’s idea that they are not suitable for elegant art, so that more people can enjoy art and cultivate their hearts.

　　Jorge Hernan Codimeno, director of publicity of Cologne Theatre in Argentina, said: "If we can’t get more audiences to the scene, we will use performances to find more audiences." Cologne Theatre opened its doors through social media and established contact with people, thus breaking the public’s prejudice against elegant art. Margaret Moran, Chairman of the Board of Directors of the Philippine Cultural Center, also emphasized the role of the popularity and application of the Internet in art education. "In the Philippines, art online projects enable people to directly contact artists and art research experts, thus igniting the audience’s interest in art, so that they can not only appreciate art, but also participate in artistic creation."

　　It has become a trend to put opera on the screen all over the world. In order to make opera, the jewel in the crown of music art, benefit ordinary people, the National Centre for the Performing Arts has experimented with the production of high-definition and 4K opera films, and so far 28 opera films such as Turandot, Camel Xiangzi and Long March have been filmed. In 2018, the National Centre for the Performing Arts produced the opera film "The Dawn is Quiet Here", which is the first 4K panoramic opera film in China. Li Zhixiang, vice president of the National Centre for the Performing Arts, said: "The National Centre for the Performing Arts has been trying to combine theaters with the Internet with the help of science and technology, so that the stage art resources can benefit more audiences. We created a digital audio-visual platform ‘ Classical music channel ’ , carry out free high-definition live broadcasts of heavy performances and opera film production. "

　　During the forum, NCPA conducted in-depth exchanges and discussions with domestic and foreign theater counterparts, held 45 bilateral meetings, signed 5 strategic cooperation agreements, and reached 19 specific cooperation intentions on a series of contents such as joint production of repertoires, exchange of performances, art popularization and personnel training. During this forum, it coincided with the tenth performance of Turandot, a self-made opera by the National Centre for the Performing Arts. Dozens of representatives from theaters and art institutions around the world watched this work, and they spoke highly of it.

　　Cormac Simms, Opera Executive Director of the Royal Opera House, said: "This is an exciting and far-reaching forum. No matter which country or region the theater comes from, it is very important to respect each other, learn from each other and learn from each other. We hope to work with national centre for the performing arts to establish a world performing arts alliance. "

　　Wang Ning, president of the National Centre for the Performing Arts, said: "We sincerely invite our colleagues from all over the world to focus on China and the cultural performance market, and work together to build a community of destiny for the sustainable development of the world’s theaters and make new and greater contributions to the progress of human civilization."

　　 (Reporter Niu Mengdi correspondent Mary)

    Since the beginning of this year, the Disabled Persons’ Federation in Yeji District of Lu ‘an City has regarded the barrier-free renovation of families with disabled people in difficulty as an important livelihood fact. Up to now, the barrier-free renovation of 81 families with disabled people has been completed.

    Yeji District Disabled Persons’ Federation set up a special class to carry out field visits for barrier-free renovation, and joined the township street disabled persons’ Federation to go deep into six streets to carry out the field work of barrier-free renovation for disabled families. Through on-the-spot investigation, discussion and exchange, etc., we visited more than 100 disabled people, sorted out opinions and suggestions, and summarized five kinds of problems that need to be solved urgently, namely, "five difficulties" (difficulty in moving, cooking, going to the toilet, bathing and traveling), and sorted out the most urgent willingness of disabled people in the area in terms of construction renovation, barrier-free facilities and living environment renovation.

    According to the previous work and the feedback needs of the families of the disabled in Yeji District, the design and transformation of "five reforms" (door reform, slope reform, kitchen reform, toilet reform and water and electricity reform) will be carried out on a case-by-case basis, so as to accurately solve the "five difficulties" that the disabled need help most in family life. Focusing on the practical problems of "five difficulties", extensive research and thorough investigation have been made, and four categories and seven optional lists of barrier-free renovation contents have been scientifically determined.

    The District Disabled Persons’ Federation strengthened cooperation with the civil affairs departments, organized special seminars, integrated resources, and formed a joint force to jointly promote the smooth implementation of the family reform work. In the process of project implementation, strengthen communication with disabled families on construction details, fully mobilize the disabled families to supervise the barrier-free renovation work, realize the joint construction of the construction party and the disabled families, and truly benefit the disabled. The Disabled Persons’ Federation of Yeji District strengthens the supervision of the whole process. During the renovation process, it pays a return visit to the disabled families by telephone or on-the-spot inspection from time to time to understand the residents’ satisfaction with the barrier-free renovation effect. At the same time, according to the specific opinions of the disabled families, it puts forward improvement requirements to the construction party in time until the people are satisfied. (He Weiwei)

Write at the end

According to incomplete statistics

More than 90% of women suffer from gynecological diseases of different degrees.

More than 200,000 people die from reproductive system diseases every year.

But because of shame or blind self-treatment.

Many people miss the best treatment opportunity.

Cause the condition to worsen

In the end, it is irreparable.

Take advantage of today’s women’s day

Give you some common gynecological diseases.

I hope everyone can care more about their bodies.

Symptomatic scientific treatment

I wish all female friends a happy holiday.

Good health!

# Health2022 # # Women’s Health #

reference data

[1] Li junguan, Li Xiangyun. Research progress in diagnosis and treatment of tubal infertility. Chinese Journal of Traditional Chinese Medicine .2015.11) .2661-2665.

[2] Lang Jinghe. China expert consensus on diagnosis and treatment of hysteromyoma [J]. Chinese Journal of Obstetrics and Gynecology, 2017,52 (12): 793-800.

Bai Shuling, Ding Wenlong. Systematic Anatomy (9th Edition) [M]. Beijing: People’s Medical Publishing House, 2018: 164.

Xie Xing, Kong Beihua, Duan Tao. Obstetrics and Gynecology [M]. 9th Edition. Beijing: People’s Health Publishing House, 2018.

Song Ying, Li Rong. Interpretation of China guidelines for diagnosis and treatment of polycystic ovary syndrome [J]. Journal of Practical Obstetrics and Gynecology, 2018,34 (10): 5.

[6] Cooperative Group of Infectious Diseases of Obstetrics and Gynecology Branch of Chinese Medical Association. Guidelines for Diagnosis and Treatment of Bacterial Vaginosis (2021 Revision) [J]. Chinese Journal of Obstetrics and Gynecology, 2021,56 (1): 3-6. doi:
10.3760/cma.j.cn112141-20200717-00583.

[Global Network Fashion Channel Shine Wong] Paris is the center of global fashion. Paris Fashion Week, as the final stage of the four international fashion weeks in the world, not only has the longest history in origin, but also has the most far-reaching influence on global fashion among the four fashion weeks. Paris Fashion Week originated in 1910 and was sponsored by the French Fashion Association. The French Fashion Association was founded at the end of 19th century, and its highest aim is to make Paris as the fashion capital of the world rock solid.

France not only has the largest number of high-end luxury fashion brands in the world, but also is the dream place of many emerging designers. Compared with other fashion weeks, which are conservative and highly commercial, Paris Fashion Week constantly provides a stage for emerging designers from all over the world while sticking to local fashion brands. In the global fashion world, Paris Fashion Week has always been a leader, grasping the trend of the trend and constantly pioneering and innovating. Whether it’s retro classics or near-future technology, your favorite fashion type can always be found in Paris Fashion Week, so in many people’s minds, Paris is another synonym for fashion. The World Wide Web Fashion Channel specially analyzes the ten big shows of Paris Fashion Week in autumn and winter of 2020, so that you can easily understand what the latest fashion in the world looks like.

1.Louis Vuitton

Louis Vuitton’s autumn/winter 2020 series grand show came to the finale on the last day of Paris Fashion Week. The theme of this grand show is "Anachoronism", and designer Nicolas Ghesquière combines classicality with the future, which is related to "breaking the overall shape" and "collision" clearly runs through the audience. Renaissance prints and fluffy skirts are combined with modern sports technology styles, which are both retro and modern. As he said, no matter whether you are keen on "new" or obsessed with "old", you should put personality first: everyone can write his own history.

2.Chanel

The 2020 Chanel autumn and winter series show is still released in the Paris Grand Palace, which we are familiar with, and this show is also broadcast live for the first time. Designer Virginie Viard paid tribute to designers Gabrielle Chanel and Karl Lagerfeld in the history of Chanel brand in this season’s big show. This season, Chanel aims to show simple and pure female strength. Under the classic black-and-white main color, the brand-name tweed suit has also been given a new life. Chanel also adopted the form of two-person and three-person side-by-side catwalk for the first time. For example, Chanel girls meet with several friends and freely exude the beauty of softness and independence.

3.Celine

Designer Hedi Slimane has been injecting her unique style into the soul of the brand since she took over CELINE. CELINE’s autumn/winter 2020 series of men’s and women’s shows can still see Hedi’s unique style. She outlined retro and fashionable autumn/winter costumes in her enthusiasm for the middle class dress fashion in Paris in the 1970s, and cut through the gentle night colors in Paris with her sharp and precise tailoring, and integrated the Paris trend image in the 1970s into Celine’s own boys and girls’ dresses. This season’s big show also specially invited French artist CESAR to launch a series of cooperation series.

4.Hermès

Hermès autumn and winter 2020 series show still insists on the most extreme traditional craftsmanship and the simplest advanced beauty. Nadège Vanhee-Cybulski, a designer, takes pure white as the main color, supplemented by bright and flamboyant colors, and is painted with various harmonious and beautiful colors like an initial "palette", which explains the classicism belonging to Hermè s. Leather elements are the outstanding elements of this season, which are hard and sexy in soft materials, showing contemporary women.

5.Dior

Maria Grazia Chiuri, Dior’s creative director, drew inspiration from two precious photos left by her mother in her early years and her diary of her girlhood, and incorporated Mr. Dior’s favorite classic plaid and polka dot elements to turn the 2020 Dior autumn and winter show into a stage with both retro classics and modern free and easy atmosphere, reinterpreting the beauty of women in the new era. Maria continues to speak for women, telling stories of strong women who insist on themselves with phrases at the entrance of the show, and showing Dior women’s self-identity and extraordinary strength with clothing language.

6.Alexander McQueen

Sarah Burton, creative director of Alexander McQueen, was inspired by art and poetry in Wales, and used clothing language to write about women’s courageous, simple, fearless and heroic female strength. The theme of this big show is "a love letter to women and their families, colleagues and close friends". The plaid elements such as Prince of Wales exude noble and elegant charm, and the embroidered veil dress reveals romantic artistic atmosphere in exquisite craftsmanship. The neat tailoring collides with soft and romantic details, showing a modern women’s wardrobe that is both feminine and chic.

7.Valentino

Valentino’s autumn/winter 2020 collection combines elegance with sexiness. The theme of designer Pierpaolo Piccioli is "rebellious romance". Under the elegant tailoring of opera style, it is an exploration of darkness and desire, thus showing a sexy but not vulgar, cold but affectionate atmosphere. Piccioli said backstage: "Fashion must record and embrace the great changes in the world. We must encourage tolerance and equality. " Therefore, this season’s big show uses a lot of leather elements to try to break the shackles of gender, and quite Japanese-style trousers are also a new highlight of this season.

8.Balenciaga

The stage of the 2020 Balenciaga autumn and winter show is full of images of waves and flames, and the models step out of the water in the dark, putting on a great show with great visual impact and grandeur. This big show is full of strong dark gothic style, with long skirts, cloaks, coats and windbreakers shrouded in darkness, and the square and silkworm-shaped contours favored by designer Demna Gvasalia. The overall tailoring and style are like a demon coming out. It’s shocking.

9.Balmain

Balmain’s autumn/winter 2020 series was inspired by the documentary Wonder Boy, in which tolerance and openness were important themes. Designer Olivier Rousteing said that he wanted to create clothes that reflected himself: half Ethiopia, half Somalia and 100% French. The combination of exotic prints, French wool cardigans, smoking clothes and other elements is just like him. The elegance of the nobility and the freedom of nomadism are perfectly and ambitiously combined. This big show uses Atsuko Kudo latex, a unique high-tech material, as the clothing material, and explores the infinite possibilities of fashion with strong visual impact.

10.Off-White

On the show of Off-White this season, the designer Virgil Abloh took the architectural industrial style as the keynote, while continuing to use the hollow design in spring and summer. The mix and match of fashion and sports brand is Virgil Abloh’s style that she always adheres to, and the Arc’teryx and Air Jordan 4 that appeared on this show are Virgil Abloh’s "clues" to get through outdoor trends and high fashion.

Source: World Wide Web

Hefei, November 15th (Reporter Wu Yan, Li Junjie) In the new era and new journey, how to do a good job in cultural soul-building, cultural excavation, cultural supply, cultural industry and cultural communication, and how to undertake a new cultural mission?

On the 15th, the Anhui Provincial Party Committee and the provincial government held a conference in Hefei to solidly promote the construction of a strong cultural province, and issued the Guiding Opinions on Accelerating the Construction of a Strong Cultural Province, which started a new voyage of cultural construction around six key tasks: holding high the ideological banner, strengthening mainstream public opinion, protecting cultural heritage, creating cultural fine products, improving cultural services and developing cultural industries.

推动文化繁荣兴盛、加快建设文化强省，是安徽贯彻落实习近平文化思想、全面贯彻党的二十大关于文化建设战略部署的重大举措。安徽省委书记韩俊表示，当前，安徽正处于厚积薄发、动能强劲、大有可为的上升期、关键期。全面建设现代化美好安徽，文化既是重要内容、重要标志，也是重要支撑、重要力量。要切实增强责任感使命感，努力将安徽文化资源优势转化为竞争优势、发展优势。

据介绍，安徽文化强省的主要目标是：到2027年，全省文化建设整体水平明显提高，重要指标进入全国第一方阵，一些指标进入全国前列。到2035年，全省文化建设整体水平进入全国第一方阵，更多指标进入全国前列。

具体包括：到2027年，培育1—3个国家高端智库，国家社科基金立项数进入全国第一方阵；打造“安徽视讯”、创办“安徽时评”、加快省市县媒体深度融合，建成3家省级新型主流媒体；实现省市县乡村五级公共文化设施全覆盖、等级达标率100%，注册博物馆数量进入全国第一方阵；培育规上文化企业不少于3000家，实现文化产业增加值占GDP比重5%以上……

The profound historical and cultural heritage is Anhui’s outstanding advantage. To this end, Anhui regards "protecting cultural heritage" as one of the six key tasks in the construction of a strong cultural province, and will implement six projects, including the protection and utilization of cultural relics and cultural sites, the inheritance and promotion of red culture, the promotion of the protection and utilization of traditional buildings in traditional villages, the revitalization of rural culture, the promotion of the inheritance and development of intangible cultural heritage, and the deepening of Anhui cultural research and interpretation, so as to effectively improve the level of protection and activation of historical and cultural heritage and promote the creative transformation and innovative development of Chinese excellent traditional culture. Strive to add 1-2 national historical and cultural cities by 2027, and the number of national key cultural relics protection units, national non-legacy representative projects and inheritors will enter the first phalanx in the country.

It is reported that in order to ensure that a strong cultural province changes from blueprint to reality, Anhui has focused on key areas and key links, formulated 33 implementation plans, and initially listed the first batch of 136 key projects in 11 categories, requiring relevant departments and localities to strengthen policy integration and innovation in project construction, capital investment, talent team construction, etc., and increase investment guarantee, and extensively gather social forces to participate in the construction of a strong cultural province, forming a "timetable", "construction drawing" and "responsibility book" for implementation. People’s Daily (November 16, 2023, 04 edition)

In this paper, seven trends of beauty industry in 2020 are expounded, and the product logic and user thinking generated by backward trend will become the core of promoting the sustained and healthy growth of beauty brands in 2020 and even in the next few years.

In 2019, the focus of products in the beauty industry accelerated, and the trend of "fast beauty" became more and more obvious.

Now more than ever, it is necessary for beauty companies to grasp the consumption trend first, and then influence the R&D, design, marketing, sales and service of products according to the trend insight, so as to complete the value exchange that is more in line with consumer demand. Among them, artificial intelligence and big data analysis capabilities will be extremely important in this insight mining process.

In 2020, the beauty industry is about to usher in seven significant trends. From the product to the user level, we can grasp the core insight behind the appearance to play a real value:

• Trend one: appearance-consumers value the "ingredients" of beauty; Value-the essence is the need for transparency of product information;
• Trend 2: appearance-the competition of high-end beauty brands has intensified; Value-the greater the brand value, the shorter the consumer decision-making;
• Trend 3: appearance-domestic beauty is sold out; Value-the success of localization of marketing;
• Trend 4: appearance-technology beauty trend; Value-brands no longer need to rely on KOL；;
• Trend five: appearance-the birth of day and night skin care economy; Value-looking for the collective values or behavior changes of consumer groups;
• Trend six: appearance-men start to make up; Value-the outlet of neutral beauty products has come;
• Trend sevenAppearance-young people’s skin care products are more and more subdivided; Value-the demand for beauty is meticulous, and the track is subdivided.

Beauty cosmetics may be the only industry that will not be affected too much by the economic situation.

In 2019, Kaidu reported that the beauty market in China was growing strongly, and the sales of skin care products and cosmetics increased by 13% and 17% respectively, much higher than the overall growth rate of fast-moving consumer goods. According to the data of Prospective Industry Research Institute, in 2020, it is estimated that the beauty market will reach 450 billion yuan.

The performance of e-commerce under the overall prosperity is even more gratifying. According to the data of Tmall double 11 in 2019, the turnover of Tmall beauty products exceeded the all-day record of double 11 in 2018 only in the past hour and 24 minutes in double 11 in 2019.

Looking back at the growth record of the beauty industry in 2019, it was mainly driven by the flow of stars and KOL marketing. The rise and achievements of cosmetic KOL are obvious to all. The star promotion can take the important category "facial essence" in the beauty industry as an example. Through data analysis, the time interest insight engine found that the top 10 skin care cases of facial essence on Weibo platform in 2019 were all from the cooperation between brands and stars.

In addition to the promotion of the fan economy, the product focus of the beauty industry is also accelerating in 2019, showing a trend of "fast beauty". This means that it is obviously not a sustainable plan for beauty companies to rely too much on the traffic dividend of fan economy, and beauty brands should return to product and consumer insight.

For example, in 2019, many domestic beauty dark horses won the "localization of marketing", and male beauty users preferred "invisible beauty products". These judgments on product trends or consumer behavior trends will directly affect the product design, marketing content and other links in the whole enterprise value exchange, and thus continue to promote the progress of the beauty industry.

Through the analysis of Time Fun Insight Engine, this year’s beauty case of Time Fun and the evidence of external authoritative data, in 2019, there were seven significant changes in the beauty industry in terms of product trends and consumer trends, which may be the key to the beauty industry in 2020.

Through the analysis of the beauty industry in 2019, we can find that there are four major phenomena at the product level.

First of all, more and more consumers will value ingredients. They are proficient in skin care knowledge and hope to buy skin care products with significant efficacy ingredients. On the contrary, there are still some consumers who do not value the ingredient list, but increasingly favor high-end brand skin care products, and most of the decisions come from the brand level.

In addition to the two, domestic beauty products are rising rapidly, and there is also a shared core direction that "technical beauty" is becoming a new trend in the future.

According to the relevant investigation report published by Fit Transparency Perception Assessment Survey, more than 40% of beauty consumers believe that they have not obtained enough ingredient safety information about the beauty products they bought from the brand. 72% consumers hope that the brand can explain to them what effect the product ingredients have; More than 60% consumers hope that brands can authenticate the source of product ingredients.

Consumers need to understand what is behind the ingredients, which actually expresses that they not only care about what is contained in the ingredients, but also care about what is not contained in the ingredients. Consumers attach importance to the relationship between cosmetics and skin health, mainly in safety and efficacy.

1) Pay attention to safety

For many people with sensitive muscles found by the time-interesting insight engine, their skin care pain points mainly include: skin irritation, allergies, dryness and so on. For them, whether it is skin care products or cosmetics, natural and organic ingredients without irritation will become their first choice. According to CB Insights research data, the overall capacity of the global natural organic beauty market is estimated to reach 22 billion US dollars.

2) Pay attention to efficacy

On the other hand, it is often because consumers are more and more aware of all kinds of skin care knowledge, which requires more clear efficacy of ingredients.

In September this year, when monitoring some beauty brands on the whole platform, Time Fun Insight Engine found that the related words of "fruit" were rising rapidly from the waist and tail of high-frequency words through machine insight, precisely because consumers valued their "antioxidant" and "anti-wrinkle" effects.

Among this year’s brands, both the Oriental overseas and the HPF at home are emerging brands with simple and transparent main ingredients. Well-known brands such as OLAY are also loved by the market because of the whitening effect of nicotinamide. With the online celebrity product effect of successful brands and more and more popular science of KOL, consumers will pay more and more attention to ingredients.

Top10 丨 Data Source Insight Engine, the Essence of 2019

Back to the end, the essence of consumers’ increasing attention to ingredients is that they need to know the efficacy, the risks and more transparent product information. Under transparency, ingredients will also become extremely important, and brands need more scientific ingredients to guide them.

The more expensive it is, the better it sells. In the China market where high-end skin care and beauty cosmetics are highly sought after, beauty giants are constantly introducing high-priced products to gain market share.

According to relevant data, it is predicted that the consumption of high-end cosmetics in China will increase by 8.8% in the next five years, and the proportion of high-end cosmetics will increase to 24% by 2021.

In brand data, high-end cosmetics owned by L ‘Oré al Group, Estee Lauder Group, LVMH and Chanel have always accounted for about 70% of global sales. Now many luxury brands, including Burberry and Hermes, have also started to enter the beauty business. The whole beauty market and luxury goods have begun to combine more and more, which also shows that the competitive environment of high-end beauty brands will become more and more harsh.

At the user level, consumers have strong consumption power for high-end beauty.

According to the "Picture Book of 2019 High-end Beauty Consumer Women" released by Tencent, one-third (about 90 million people) of female netizens aged 15-55 in China pay for high-end beauty cosmetics, and the whole market size is about 90 million. The age groups of high-end beauty users are also very scattered, including not only white-collar workers with high consumption power, but also 18% student parties. As the main consumer, first-tier cities spend 5,700 yuan per capita on beauty and skin care products every year, and they also have a common consumption feature: high loyalty to skin care products, low loyalty to beauty products and preference for early adopters.

High-end beauty consumers are becoming more and more complex, but their decisions are generally inclined to think at the brand level.

In terms of consumption behavior, the "constituent party" often follows the path of KOL recommendation, user word-of-mouth influence, search judgment and so on. However, among consumers who value "high-end products", brand preference often shortens decision-making time, instead of doing too much search or comparison.

Therefore, beauty brands must combine brand building with sales transformation.

According to the "Insight Report on Domestic Beauty in 2019", more than 42% of consumers prefer to choose domestic beauty; And 60% of consumers said that they would like to buy it again after experiencing the national makeup for the first time.

In the category of skin care products, seven of the top ten brands selected by consumers in China are domestic products (Baique Ling, Dabao, Appropriate Herbal Medicine, Kanshu, Yiye, Natural Hall and Shuipin). In the beauty market, skin care products have always had a place of China brand.

However, in the cosmetics category, it is really not easy for China brand to become a rising star, especially for the two brands that are hot this year: Perfect Diary and Hua Xizi. Their success is inseparable from "cost performance" and even more inseparable."Localization of marketing".

Image source: Huaxizi product map

Among them, the cost performance is very easy to understand, which is caused by the lack of brand power when competing with high-end beauty products, so we have to temporarily emphasize the cost performance. But the core is still because of "localization of marketing", the perfect diary is popular by planting grass in little red books, and Hua Xizi wins in the national tide and national wind.

It can be seen that in the huge consumer groups, combined with the characteristics of the China market, marketing by subdividing platforms or people can also create a brand recognized by the whole people.

The rise of localization of marketing has a natural advantage for domestic brands. They can often get familiar with the China market and communication trends more quickly, and can make use of fancy marketing such as social networking, KOL, variety IP, etc. to achieve rapid sales growth first, and also slowly accumulate brand growth. At present, the market share of domestic beauty brands has reached 56%, accounting for half of the China market.

Today, consumers pay more and more attention to the scientific skin care, and they are eager to know as much as possible about their skin, so as to obtain customized and targeted skin care products, which is the essential reason for the rise of KOL. The brand therefore spends a lot of budget on KOL, which may be completely changed with the arrival of skin care technology in the future.

In 2019, Shiseido Japan launched skincare black technology, a personalized skincare system Optune based on the Internet of Things. Users upload photos to the APP, and measure the skin texture, pore size, skin moisture content and other information through the APP. After analyzing the skin data, they will analyze it again in combination with the temperature, humidity and ultraviolet rays of the day, and even judge according to factors such as mood. After a lot of analysis, Optune Shot, which is filled with different essences and cream raw materials, will combine the two data to prepare the essence and cream that only belong to the user’s current skin condition.

Optune can provide 1000 different combinations, which will make customization to the extreme, not only by skin type, but also by time period, mood, weather and so on. In addition, Neutrogena also plans to introduce the first customized 3D printed mask into China in 2020; L ‘Oré al has also launched customized foundation services such as My Little Factory.

From the trend, skin care technology meets the needs of consumers who want to know their own skin and need more scientific and customized skin care. For skin care and beauty enterprises in the beauty industry, skin care technology will become an important direction, and it can even directly defeat skin care KOL in the future.

As product trends change, consumers themselves are becoming more and more changeable.

They collectively stay up late and worry about the environment. Men not only care for their skin, but also learn to make up. The younger the consumer, the more painful it is. Brands need to further analyze the collective changes of consumer groups and find opportunities for brands to break through in the demand segmentation.

Every generation of consumers are faced with different social environment and living environment, and their behaviors or values are also changing.

In the environment, with the greenhouse effect of climate, consumers need to experience thinner and lighter beauty products; With the awakening of global pollution and environmental awareness, the younger generation of consumers will pay more attention to environmental protection, and they will prefer environmentally friendly beauty ingredients that will not pollute the environment.

In terms of behavior, this generation of young people, whether they are playing drama in bed or going crazy in nightclubs, are gradually becoming late-night people and choose skin care solutions for staying up late.

Take staying up late as an example. This young consumer is really diligent in skin care while staying up late tirelessly.

According to the 2019 National Health Insight Report, 75% of the post-90s generation didn’t go to sleep until after 11 pm. Staying up late is becoming a retaliatory or compensatory living habit of contemporary young people. But after staying up late, they also began to worry about what to take to appease their uneasy body and mind.

As one of the most concerned focuses of people who stay up late, beauty has also undergone some changes.

According to Ali Big Data, among female white-collar workers aged 25-29, they often purchase "essentials for staying up late" every month, including eye mask, facial mask, skin care and nutrition products, etc., and the cost is mostly concentrated between 1,000 and 2,000 yuan.

After monitoring the social platform in 2018, Time Fun Insight Engine extracted 20,000+pieces of data in proportion. After analysis, it found the following insights: after 85, 90 and 95, the age of people who mentioned staying up late for skin care was the most, while the population between 90 and 95 accounted for nearly half of the country. They are young people who are enjoying the flower season, and most of them are white-collar workers who are on the rise in their careers. Their spending power is average, and they are most willing to buy mask products.

In the data of the time interest insight engine, acne, dryness, dark circles, pores and dullness are the biggest problems faced by the staying up late party; Among them, the problem of acne is very prominent. It can be seen that after the brand associates anti-acne ingredients with staying up late, it will have a great probability of being popular.

Stay up late as a sub-field. In 2019, many brands also realized this feature and launched many remedial products, such as eye cream, bottles, etc., and even health products.

It can be seen that brands can find the blue ocean of the market if they can clearly understand the changes in consumer behavior in groups, including the changes in values.

Men’s skin care has gradually become the norm, but further, more and more men have begun to make up.

According to the relevant data released by Taobao, the turnover of men’s make-up in Taobao has increased year by year. In the recent three years, the beauty trend report released by Tmall also shows that the consumption of men’s make-up has maintained a continuous three-digit growth.

But the characteristic of men’s beauty cosmetics is that they just want to repair their faces, but they hope not to be seen.

In Taobao data, foundation, concealer and eyeliner are the top three most popular makeup. Among the top 10 men’s make-up sales in double 11 in 2019, 7 are plain cream. Therefore, the colleagues you may see every day, in fact, have already done a lot of make-up.

Tuyuan Taobao data

The rise of male make-up is actually paving the way for the neutral make-up market, and there will be more and more inclusive products mixed with men and women or with multiple genders.

Now big brands such as YSL and Clinique are providing make-up products for men, and MAC, Tom Ford and Marc Jacobs have all launched neutral make-up product lines. Even Chanel launched the first men’s cosmetics series Boy de Chanel in 2019, including four-color liquid foundation, matte moisturizing lip balm and four-color eyebrow pencil.

At present, male skin care has matured, and male make-up is becoming another fast-growing track. For men, those products that can’t see the makeup, but can really help improve the face value, will be more loved by male users.

Market segments also come from the division of age groups. For example, in the eyes of post-90s girls, their beauty and skin care pain points include: cleaning strength, eye circumference, wrinkles, spots, drooping, dryness, sensitivity, dullness, lip hair, lip lines, pigmentation, red blood and so on. Among the middle-aged and elderly people, after 60 or 70 years of establishing skin care and beauty habits, their skin care needs will not only be limited to anti-aging; According to their skin condition, whether we can develop more kinds of beauty products will become a new track and a new growth point.

Take the post-90s generation as an example. In their eyes, the mask is already the foundation, while the hand mask and foot mask are exquisite.

Through the time interest insight engine, it is found that there are 19,150 users discussing the mobile phone film in Weibo’s public opinion in the past three months, and the post-90s generation (including post-90s generation) accounts for 61% of the total. The age group of users who mention the foot mask is also concentrated in the post-90 s, accounting for as high as 65%, and their demand for foot skin care is still very subdivided, mainly focusing on calluses, dead skin, moisturizing, whitening, fine lines, and paying special attention to heels-it can be said that various problems on each piece of skin can be the reason to buy products.

After 90, consumers mentioned the problem of foot membrane.

At the same time, in a country where the population over 60 years old has reached about 250 million, brands should also meet the needs of beauty and skin care for the elderly besides anti-wrinkle.

After the disappearance of the demographic dividend, the elderly group has become a new driving force for the growth of the Internet economy. According to relevant data, 96% of them use smart phones every day, 40% said that they usually buy online, such as Taobao and Pinduoduo, and 48% said that they usually pay online, such as Alipay.

The beauty pain points of middle-aged and elderly people are also rolling in the dark, which are the directions for brands to consider product layout in the future.

In 2019, beauty brands won an epic victory under the arduous traffic competition.

Among the seven trends in 2020, ingredients, brand competition, localization of marketing and the coming of science and technology can be used as long-term plans, which will affect the thinking of beauty companies in brand building and product design; In the change of group behavior values, neutral beauty makeup and pain points are refined, which also provides more and more subdivided tracks.

The product logic and user thinking generated by backward trend will become the core of promoting the sustained and healthy growth of beauty brands in 2020 and even in the next few years.

The reference data in this article comes from:

Time interest insight engine;

Kaidu "2019 Beauty Market Trend Report" and "China Beauty Brand Ranking";

Prospective Industry Research Institute "2019 China Beauty Industry Market Analysis";

Taobao "China Male Consumption Report" and Taobao Tmall double 11 data;

Tencent "2019 High-end Beauty Consumer Women’s Picture Book"

CBNData

Authors: He Kailong, WeChat official account: Time Fun (ID: Socialtouchst)

This article was originally published by @ 么么么么么么么么么么么么么么么么么么么么么么??么 Reprinting is prohibited without permission.

The title map comes from Unsplash and is based on CC0 protocol.