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Will the baton change after the "double reduction"?

  Grade two students of Guihuaping Primary School in Yangtianhu, Tianxin District, Changsha, Hunan Province jump rope in physical education class. Xinhua news agency

  Students in the primary school affiliated to Huazhong Normal University in Wuhan, Hubei Province are learning programming. Xinhua news agency

  At Yunding Primary School in Liangjiang, Shuitu Street, Beibei District, Chongqing, children play Rubik’s Cube under the guidance of their teachers. Xinhua news agency

  [News investigation, paying attention to students’ double burden reduction 11]

  Less than half a month after the start of school, many parents and students have actually realized the changes brought about by the "double reduction" — — There are more after-school services in schools, and students spend more time at school; There are fewer homework assignments, and they are all finished at school. In the past, there were fewer scenes of "tutoring homework, chickens flying and dogs jumping" in the family, and the anxiety of rushing on the tutoring road was less, replaced by relaxed and pleasant parent-child time.

  On the one hand, parents lament that the pace of children’s study and life has finally returned to the right track; On the other hand, the reporter noticed that some parents who just got off the anxious "educational chariot" still have doubts in their hearts — — "Children always have to face the selection exam. How long can this rhythm last?"

  Examination is always the baton to test the learning achievement. In the opinion of "double reduction", there is such a statement about "examination evaluation method": "Deepen the reform of high school enrollment, gradually increase the proportion of high-quality ordinary high school enrollment indicators allocated to junior high schools in the region, and standardize the enrollment order of ordinary high schools." In the new senior high school entrance examination schemes issued by Beijing, Shanghai, Liaoning and other provinces and cities, there have also been some reform measures, such as increasing the number of "school places to school", open-book examinations for some subjects, canceling the 100-point system for examinations for some subjects and adopting "grade scoring" (scores are divided into several grades of ABCD), and increasing process evaluation.

  Today, with more examination evaluation methods, can these measures dispel parents’ doubts and restore a good education and teaching ecology? The reporter interviewed relevant experts and representatives of teachers and students.

  Whether to put the burden back, many parents are waiting to see.

  The reporter learned in the interview that many parents expressed their confidence in the current reform, but some parents still have concerns. Parents’ worries fall into two categories, one is "worrying about daily life" and the other is "worrying about the future".

  Mars, the mother of Doudou, a first-grade elementary school student in Dongcheng District, Beijing, is the representative of parents who are worried about their daily life. Since Doudou was three and a half years old, her road to "chicken baby" has begun. After the introduction of the "double reduction" policy, Doudou’s training courses were changed from six to three, only mathematics, piano and calligraphy were retained, and "Chinese, English and eloquence" were dropped. However, together with other parents, she bought a lot of test papers and textbooks and decided to "add some homework" to her children.

  "Why should we take the initiative to increase the burden on our children?" The reporter asked inexplicably. Mars’s answer represents the voice of some parents: "Without exams and rankings, I have no idea about the basic level of children. What level is my child in the class? Have you made any progress in your study every once in a while? If I don’t understand, I can’t predict his future, and I can’t make a path suitable for him. I bought him a paper in order to grasp his learning level in time and have a panoramic view of his every growth. "

  As a result, today, the market order of training courses is gradually standardized, but the market of teaching AIDS is gradually "hot". The reporter found that some teaching AIDS have sold hundreds of thousands of papers on the online platform every month. Along with the test paper, there is also "problem-solving analysis". Most of them will provide a two-dimensional code at the same time, giving a video of tutoring teachers for a few minutes to attract students to report further.

  Another kind of parents are "worried about the future", and their worries are mainly reflected in the examination evaluation. Jiang Lin, a parent of a third-grade primary school student in Xicheng District, Beijing, told the reporter: "Whether it is the senior high school entrance examination or the college entrance examination, it is a fierce exam. Teachers used to say ‘ One point one playground ’ , even if not today ‘ Every penny counts ’ Yes, but there will always be children who can’t go to their favorite school because of the difference in scores. There will always be children going to Peking University and vocational high schools. Personally, I still hope my children can go to ‘ 985’ ‘ Double first class ’ 。” Therefore, the "strings" in these parents’ hearts dare not relax.

  Although in the interview, these parents also admitted that the process evaluation, grading and other methods gave their children a "fault tolerance rate" and bid farewell to the possible errors caused by "one exam for life", they are still waiting and waiting to see whether the burden of learning should be "pressed" back to their children at any time in the future.

  What is reduced is the burden on students, and what should be "added" is the quality of classroom learning

  Gu Mingyuan, an educator and a senior professor at Beijing Normal University, understands these parents’ worries, but he believes that we should first see the gratifying changes in school education and understand the significance of these changes. "There is no need to repeat the heavy burden brought by the disorderly development of off-campus training before, and the students can be said to be physically and mentally exhausted. Today, the country proposed ‘ Double subtraction ’ It is mainly to reduce the heavy academic burden, and at the same time, let the quality of education in the school reach a new level, ensure that children spend the time and energy saved in the most worthwhile places, and also reassure parents. " Gu Mingyuan said.

  He believes that this is an inevitable stage of reform and development. "If the quality of education and teaching in the school is high, the children will learn how to learn in the school. At the same time, the hierarchical teaching will allow the children to have their own space to play. In this way, their interest in learning will increase, and they will change from passive learning to active learning. Do parents still need to worry about their future? Do you still need to make plans for them step by step? " Gu Mingyuan said. He suggested that parents change their ideas, and family education should focus on cultivating children’s study habits and interest.

  Davi He, a special-grade teacher in Beijing and the leader of Chinese subject in middle schools, also believes that the reform must have a gradual process, and efforts to improve the quality of education in schools are the future direction. "In fact, we can see from the changes in the wording of the document how heavy the burden on children was before. We talked about ‘ Reduce the burden ’ , said is ‘ Reduce students’ heavy academic burden ’ , today’s ‘ Double subtraction ’ Policy, to solve the students ‘ Schoolwork burden ’ . It can be seen that the burden on students is no longer ‘ Extra ’ However, it is so heavy that it is not conducive to their physical and mental health and affects the quality of basic education. Parents should know about this situation. For students, ‘ Reduce the burden ’ It is imminent. " Davi He told reporters. He believes that what is reduced is the burden on students, but what should be "added" is the quality of classroom learning. "At school, let the children study ‘ Have enough to eat ’ On the topic ‘ Practice will be thorough ’ The better you learn at school, the more assured parents will be. " Davi He said. He suggested that parents should not take the cultural examination papers too seriously, and let their children learn actively, happily and comprehensively is a good education and teaching ecology.

  Improve the process evaluation, and the evaluation results should be "perceptible"

  The reform of the examination evaluation system is related to the effect of "double reduction". How to change it and whether it can dispel parents’ worries and doubts? Many places have fresh experience of reform in recent years. For example, Shanghai has implemented a green evaluation system for primary and secondary school students’ academic quality. The whole system consists of ten indexes, such as student academic level index, student learning motivation index, student learning burden index, teacher teaching method index and student moral behavior index. After a period of operation, students’ learning motivation and teacher-student relationship have improved significantly.

  However, the reporter learned in the interview that some parents still have "obsession" with scores. Some parents said that "the score is the fairest" and worried that the current methods of "process evaluation" and grading may lead to the phenomenon that everyone is similar and can’t open the contrast, so they dare not relax their pursuit of the score. In this regard, Davi He believes that although the "process evaluation" focuses on daily performance, "students’ attitude towards learning, the state, depth and breadth of learning, and their sense of creativity and strength are different for each child, and parents can certainly see it, and schools can certainly see it. Future for ‘ Process evaluation ’ Relevant policies should be formulated to further refine it and try to make it a more ‘ Perception ’ Evaluation index ".

  Chu Zhaohui, a researcher at the Chinese Academy of Educational Sciences, talked about an example: When Tsinghua University enrolled overseas students in the United States, young Qian Xuesen signed up for the selection exam, but failed in math. The teachers analyzed Qian Xuesen’s math test paper and found that he wrote the answers without studying calculus. Many solutions were original, and his grades in other subjects were excellent, which finally gave him the opportunity to study in the United States. Chu Zhaohui believes that this is also a kind of "process evaluation": from the students’ problem-solving in the test paper, we can see his potential. He believes that the future "process evaluation" should work in this direction.

  Ma Luting, deputy director of the Education Development Research Center of the Ministry of Education, believes that the reform of examination evaluation should also pay attention to "the entrance examination should be conducted according to the characteristics of different students". He believes that in addition to exams, there is also enrollment to be reformed. "The high-quality and balanced development of compulsory education is the cornerstone of the healthy growth of young people, and the connection between junior high school and junior high school should minimize competition. At the same time, the senior high school entrance examination is not a rehearsal of the college entrance examination, nor a selective examination. It should mainly focus on testing the results of students’ compulsory education, and appropriately divert students according to their personality characteristics to promote teaching in accordance with their aptitude. "

  Luo Zhimin, a professor at the Institute of Higher Education of Yunnan University, believes that solving the evaluation problem should also strengthen labor education in primary and secondary schools. "Let children learn from life, learn from practice, establish correct values, outlook on success and career, and plant seeds in their hearts as early as possible that are conducive to future all-round development. In this way, parents can also have more confidence in their children’s growth."

  (Reporter Yao Xiaodan)

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"Free" reading "light books" exam can’t be much worse.

Wen Rumin

  The summer vacation is over half, and reading is still on the way. Both students and parents will have more or less doubts and even anxiety about reading. Recently, the Commercial Press published Wen Rumin, a professor of Chinese Department in Peking University and editor-in-chief of Chinese textbooks for primary and secondary schools, which systematically expounded his views on reading and Chinese learning. Recently, Wen Rumin accepted an exclusive interview with Yangcheng Evening News.

  Examinations and reading

  "Never read" the materials of the college entrance examination questions does not mean "never studied"

  Yangcheng Evening News: The "Ministry Edition" Chinese textbooks have improved the requirements for reading depth, breadth and speed. Correspondingly, what will happen to the senior high school entrance examination and college entrance examination?

  Wen Rumin: Some media reported that the "part-edited" Chinese textbooks are "specialized" and do not read, which means that this set of textbooks has returned to "reading-oriented", paying attention to expanding reading areas and learning different types of reading methods. However, in any case, the capacity of textbooks is limited, and there are not many reading articles collected. It is important to draw inferences from others, so that students can expand from textbooks and classroom teaching, and expand their reading surface and reading volume. This is also the requirement of college entrance examination and senior high school entrance examination. I don’t take part in the proposition, but I am concerned about this aspect.

  Judging from the reading questions of Chinese in recent years, many propositional materials are not from textbooks, covering a wide range, and even selected from some papers with strong professionalism, including politics, economy, science and technology, history, philosophy, etc., giving people the impression that — — What I have learned has not been tested, and what I have tested has not been studied. In fact, "never read" does not mean "never learned", but the test is the transfer of reading ability and the application of methods. The emphasis is on ability, thinking, comprehensive analysis, retrieval and aesthetics, and so on.

  Candidates who usually read a wide range of books and are active in thinking are like a duck to water in the face of this exam change, and it is easy to get good grades; However, candidates who have a narrow reading range, read only textbooks and only pay attention to "brushing questions" may not adapt and it is difficult to achieve good results. Even if the latter go to college, their weakness of "reading less" will appear, which will restrict their academic development.

  The college entrance examination proposition began to explore how to test "whole book reading"

  Yangcheng Evening News: Why should we encourage "reading the whole book" in the "part-edited version" of Chinese textbooks? Some people complain that if the language requires more reading, especially the whole book, it will increase the academic burden. What do you think?

  Wen Rumin: The "part-edited version" language pays special attention to reading and the original works. In primary schools, there is a "happy reading bar" to guide students to read whole books such as fairy tales, stories and novels. Junior high school has set up a "guide to famous books", which requires reading 12 famous books in three years, and also provides a bibliography of 24 famous books that you choose to read independently. Chinese in senior high school is coming soon. Some students have extended reading after class, or they are required to find books to read by themselves under the driving of study tasks. There is also a special unit of "reading the whole book".

  Why do you attach so much importance to "reading the whole book"? First, let students contact some original classics relatively completely, so as to "lay the foundation" for the development of life; Second, aiming at the tendency of "fragmented" reading and "shallow reading" brought by online reading, students can return to complete and sound reading and cultivate good reading habits; The third is to "study and nourish the nature", and to "sharpen the temper" by "reading the whole book", cultivate perseverance, cultivate the mind and get rid of impetuousness.

  The addition of "reading the whole book" has somewhat changed the traditional situation that Chinese textbooks only pay attention to single teaching, which will inevitably have an impact on future teaching and examinations.

  In recent years, the paper propositions of Chinese college entrance examination and senior high school entrance examination began to explore how to test the situation of "reading the whole book" For example, there are some key details in the exam of A Dream of Red Mansions. If you haven’t read the novel completely and only watched TV, it will be difficult to answer. I think this improvement is conducive to promoting the "reading-based" Chinese teaching and returning to the "essence" of Chinese learning.

  Some students and parents complain that the increase in reading new textbooks will increase the academic burden. In fact, the amount of reading required by the textbook has been measured. If students have the desire and interest to read, the amount of reading arranged now does not constitute any burden at all. If you don’t want to study, even if the reading volume is as low as the previous textbooks, you can’t finish it. A lot of time is spent repeatedly "doing problems", and the burden is heavy and the effect is not good.

  Yangcheng Evening News: From the perspective of teaching and examination, are there any quantitative standards or regulations for the reading level of primary schools, junior high schools and senior high schools?

  Wen Rumin: Chinese is a comprehensive subject, and it is difficult to quantify the teaching effect. However, the basic requirements or minimum standards should still exist, and the Chinese curriculum standards have corresponding provisions. For example, the first and second grades of primary school require reciting 50 excellent poems (paragraphs), and the total amount of extracurricular reading is not less than 50,000 words. Form the habit of reading books and newspapers in the third and fourth grades, and the total amount of extracurricular reading is not less than 400 thousand words. The fifth and sixth grades should be able to browse and read silently at a certain speed. The general reading materials should be no less than 300 words per minute, and the total amount of extracurricular reading should be no less than 1 million words.

  Junior high school students learn to read poems, narrative and explanatory articles, read simple discontinuous texts, and can skillfully use skimming and browsing methods to expand the reading range. Get into the habit of silent reading, and read general modern texts, with no less than 500 words per minute. Recite 80 ancient poems (paragraphs), and the total amount of extracurricular reading is not less than 2.6 million words.

  The new Chinese curriculum standard for senior high school requires reading speculative, practical, literary and other texts, reading more than five literary classics and other reading materials by yourself after class, with a total amount of not less than 1.5 million words. In addition, it is suggested to recite 72 ancient poems (including compulsory and optional compulsory). The high school Chinese curriculum standard also divides the academic quality level into five grades, and describes the performance of learning results at different grades, which can be used for reference.

  Promoting quality education under the background of "exam-oriented education has existed for a long time"

  Yangcheng Evening News: You advocate that teachers and students should take the boat of exam-oriented education and do something about quality education. How to do less exercises and read more books? How to balance examination and quality education?

  Wen Rumin: We must vigorously promote quality education. This is the direction, no doubt. However, the pressure of exam-oriented education is huge, which can not be eliminated in a short period of time, and it is also a grim reality. As long as the social competition is fierce, as long as there are selective examinations, exam-oriented education will exist.

  We are discussing how to promote quality education under the background of "exam-oriented education has existed for a long time", which is a very difficult undertaking and requires preparation for long-term struggle.

  For many teachers, students and parents, the senior high school entrance examination and college entrance examination are very realistic. They don’t deny the importance of quality education, but they will still put the exam first. This is human nature and understandable. To promote quality education, we should not be divorced from this reality, and we should not completely oppose quality education and exam-oriented education. They are opposed, but they are not either one or the other. Exam-taking ability is also a kind of ability, not all of which can be cultivated by "brushing questions". What we oppose is only those rigid negative educational models that stifle individuality and inhibit creative thinking. It is better to admit that exam-oriented education is "reasonable" at present, and then try to reduce the negative impact of exam-oriented education and gradually expand the space for quality education, which can be changed a little.

  The so-called "boarding the boat of exam-oriented education and doing something about quality education" means trying to strike a balance between the two. For example, improving the examination, paying more attention to the examination ability, comprehensive quality and creative thinking may "incite" the reform of curriculum and teaching and reduce the negative impact of examination-oriented education. I have said many times that qualified teachers can make students do well in exams without killing their brains and interests, and they will try their best to strike a balance between exam-taking and quality education.

  "Part-edited" Chinese textbooks are trying to change the practice of simply instilling classroom knowledge and repeatedly "brushing questions", advocating Chinese teaching to give full play to students’ subjectivity in learning, doing less questions and reading more books, hoping to promote the reform of college entrance examination and senior high school entrance examination, make students do well in the exam, and focus on students’ long-term development. This is a balance.

  Yangcheng Evening News: Some children’s reading has their own preferences and personalized characteristics, and they don’t necessarily like the bibliographies specified and recommended in Chinese books. Should such children respect their preferences and be able to cope with the college entrance examination?

  Wen Rumin: A key word of Chinese curriculum reform is "giving full play to the subjectivity of students’ learning", and the "part-edited" Chinese textbooks also try to strengthen the subjectivity of students’ learning. Therefore, students’ personal preferences and personalized characteristics of reading should be fully respected.

  For example, since the senior grade of primary school, students don’t like the list of books opened by teachers very much, and they prefer to choose their own books to read. This is normal. The textbook specifies a small number of required books, and most other bibliographies are optional and not mandatory. Sometimes we don’t have to specify the "required reading" list, but suggest reading a certain range of books, so that students can choose from them, which may be better. There should not be too many "prescribed actions" in the reading process, and it is not appropriate to assign a lot of homework. Don’t always ask for "writing", such as writing the feelings after reading. These tasks are too many and tiring to read, which is not conducive to encouraging more reading. If a student has more free reading, his Chinese literacy will also be improved, and the exam will not be much worse.

  Yangcheng Evening News: Parents or teachers who let their children read freely are taking risks under exam-oriented education — — Children are also very uneasy about reducing the time for doing problems and other homework to read books. How to grasp this free space and how to balance it with exams?

  Wen Rumin: There is a question of how to balance current interests and long-term considerations. Give students a certain degree of reading freedom, and students will read more extracurricular books, which will somewhat squeeze the time for "doing problems". The question is, is it the "right way" to learn by repeatedly "doing problems"? According to the analysis of the candidates who have achieved excellent results in Chinese in the college entrance examination in recent years, it is found that they can get good results without "brushing the questions", and most of the students who get high marks have a wide reading range and active thinking. You will soon see that in order to reduce "brushing questions", the new senior high school Chinese no longer sets up after-school exercises, but replaces them with "reading tips" and "unit learning tasks". Therefore, extracurricular reading and free reading will not "hinder" the college entrance examination and the senior high school entrance examination, but may help the examination.

  I advocate that students should read "casual books". The so-called "idle books" are those books that children choose by themselves and are not necessarily tied to the test objectives. Only when you are allowed to read "casual books" and have the "freedom" of reading can you have interest in reading. College entrance examination and senior high school entrance examination are both important events for students, and it is also appropriate to "study for the exam", but keeping a little space for free reading properly can make your hobbies and potential develop better.

  Chinese teaching materials and reading

  Children don’t study, which may be due to the lack of reading atmosphere in the family.

  Yangcheng Evening News: What worries many parents is how to cultivate their children’s interest in reading.

  Wen Rumin: There may be many reasons why children don’t have the habit and hobby of reading. The most important reason is that the family lacks the atmosphere of reading. Unless children have a special gift and can eliminate interference, it is difficult for most children to develop the interest and habit of reading in an environment of "no reading". Parents don’t read books themselves, but watch WeChat, play cards and play games all day. How can they make their children fall in love with reading? Parents of primary school students and junior high school students, in particular, must set an example and study with their children as much as possible, at least not to affect their study. Elementary school and junior high school are the best time to develop interest in reading, which is very crucial. If you don’t develop the habit and interest in reading at this stage, it will be very difficult to "catch up" later.

  Not all books are worth intensive reading. Learn to read and browse quickly.

  Yangcheng Evening News: You said that primary and secondary school students should learn to read "rolling and crawling" and master reading methods such as intensive reading, browsing, guessing reading, skipping reading and group reading. However, Chinese classes emphasize texts and seldom teach reading methods. How can children learn these reading methods?

  Wen Rumin: It is true that the situation of "emphasizing texts and seldom teaching reading methods" is widespread in Chinese class. However, the current curriculum reform focuses on students’ dominant position, protects students’ curiosity, imagination and thirst for knowledge, stimulates their interest in learning, and carries out various forms of reading activities to improve teaching effect.

  The newly promulgated Chinese curriculum standard for senior high schools makes it clear that Chinese teaching should solve "Chinese core literacy". Recently, the Central Committee and the State Council issued a document on deepening education and teaching reform and improving the quality of compulsory education in an all-round way. It also includes stimulating students’ interest in reading, learning to read, and taking reading as a habit and lifestyle. I think those who only pay attention to the text and seldom teach reading methods will be improved. Parents should also learn to follow up and create a good environment for their children to study.

  I advocate that students should study "continuously", which means that they can learn to read quickly and browse, and they can read without understanding, and their interest is cultivated, and their reading volume is increased, so that their Chinese literacy can be improved. Not all books are worth intensive reading.

  Network Reading: Learning the Ability of Media Selection and Filtering

  Yangcheng Evening News: How do you view the influence of online reading and fragmented reading on teenagers? What measures does Chinese education have to deal with this?

  Wen Rumin: This is indeed a problem. The appearance of the Internet has brought a lot of convenience and promoted the prosperity of society, but it has also caused some troubles. It seems that it is too late for human beings to deal with it in changing their thinking habits and social behavior.

  The fragmentation, entertainment and superficiality of reading have obvious negative effects on the mental growth of teenagers. There are many students who can’t live without their mobile phones for a moment, and they lack concentration more and more. I’m afraid it’s hard to keep their attention for more than ten minutes. Their thinking is jumping and collage, and their writing articles or language expressions lack coherence and logic. They are either one or the other, black or white, and they often argue fiercely, but they can’t "focus" … … These manifestations are all related to the fragmentation of online reading.

  As for entertainment, superficiality, blasphemy against classics, contempt for authority, indulging in jokes and jokes, it makes the mind flat and vulgar. This situation has aroused the concern of some people in the education field. Some elite schools have begun to try to restrict students’ use of mobile phones and their exposure to vulgar and popular programs, which is also a last resort.

  "Cultural fast food" can be contacted, but don’t let "reading taste" be damaged.

  Yangcheng Evening News: There is a gap between teenagers and classic books. What should I do if I don’t like them?

  Wen Rumin: It’s not surprising that students don’t like reading classics. It’s a common and natural phenomenon. Because they have a historical distance from the classics, language and form may be separated, and of course there are age factors. Life experience and understanding limit the understanding of the classics. In addition, young people are curious and rebellious. The more schools and teachers ask them to "share" the classics they want to read, the less they may like them, and instead favor those "spoof" and "nonsense" works.

  How to close the distance between students and classics, so that they can approach classics in a more vivid and friendly way (including the Internet, film and television, etc.) is a topic that educators, including responsible media and cultural businesses, should consider. It is very necessary to explain and spread the classic works in simple terms, but this should not be at the expense of distorting or ridiculing and disassembling the classics.

  The habit of reading needs to be cultivated, and reading classics needs to be calm and tempered. It is a long process of self-cultivation. Classics are difficult for young people to read because of the isolation of the times. To constantly overcome some reading obstacles, their rich connotations need to be carefully and repeatedly explored, which will not be as enjoyable as reading popular novels. We must first be mentally prepared to "eat books" and overcome that kind of superficial trouble before we can really enter a good reading state. This is also a kind of study habit and perseverance.

  When selecting all kinds of texts, "Bu Bian Ben" Chinese not only touches the classics, but also fully considers the cultivation of students’ reading habits and the mastery of methods. For different types of books or classics, there are also hints on how to read and what to focus on. Teachers and parents also have the responsibility to make students understand that it is understandable to read some fun and relaxing things online, but we should pay attention to the fact that a lot of information published from the media is mixed with a lot of "cultural garbage". If you come into contact with these "rubbish" frequently, you will be easily influenced by value digestion, relativism and even dance academy’s thoughts, and your reading taste will be ruined, which is really in danger of "lifelong damage".

  All kinds of popular and best-selling "cultural fast food" can be contacted, but it can’t replace the reading of the original book. If you want to know the taste of pears, you must taste them yourself and read the classics. What you need is the process of understanding, thinking and self-cultivation, which is the "cultivation", that is, the necessary way of spiritual growth.

  (Text/Yangcheng Evening News reporter Jiang Wei)

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Is it awkward to reveal the glamorous "personal design" of the broker stars in the workplace?

  Stars who live in the spotlight are not only glamorous on the stage, but also the work arrangement behind the scenes and daily life are the focus of public attention. Recently, a reality show "Me and My Agent" reflecting the living conditions of artists and agents has attracted attention, which has opened a new perspective and revealed the working status of the agent profession and the inside story of the artist’s business image. While satisfying curiosity, the work orientation of "setting people up" has also caused controversy.

  Question 1. Are the stars’ every move carefully planned by people?

  Brokerage companies help stars enlarge their strengths and meet market expectations.

  The program opened the life section of boss Yang Naizhen’s one-hearted entertainment. Zhu Yawen, Yuqi Zhang, White, Chun Xia, Nana Ou-yang and Bridgette joined with their brokers to expose the entertainment circle ecology behind the stars from the perspective of the workplace. From the internal meeting, you will find that the brokerage company has a clear division of labor, some are responsible for business cooperation, some are responsible for fashion, and as for film and television resources, there is also a special department responsible for docking. The daily affairs of stars are inseparable from these partners, and they control the future career direction.

  Watching the lives of stars and brokers, the most curious thing is, are the so-called people created? It may be unexpected to some viewers that Zhu Yawen, who is loved by fans, is also facing an artificial dilemma. During the meeting, it was discussed whether Zhu Yawen should take the emotional variety "Heartbeat Signal 2". The agent bluntly said that Zhu Yawen’s presence in the program was too weak. Zhu Yawen is deeply rooted in the hearts of the people with the image of "walking hormone" through dramas such as "Red Sorghum", but the agent believes that "it is obviously a sexy person, but how can Zhu Yawen make fans feel excited when his wife and children are hot in Weibo every day?"

  It can be seen that the people we see must be carefully planned and fired with a clear purpose; Everything a star says and does on the show is designed to serve people as well. This is not a practice, but the rules of the game that the whole industry has long understood.

  Question 2: The agent closest to the star is not only as simple as having idol benefits?

  The pressure of continuous rotation is so great that you cry, but you have to give the star a sense of security.

  What is the life of a broker? In life, apart from changing companies and turning against each other, there are also many examples of stars and brokers becoming friends. Some examples of agents who marry stars encourage girls who have dreams of their idols.

  White, an actor who became popular with "Soul of the Town", and Qi Zi, an agent, are not sophisticated in communicating with White, even though they are big. For example, to persuade White to broadcast live directly, he said, "I know you won’t agree". Boss Yang Tianzhen directly asked White if he needed to change people. "White, who is in a rising career, needs more experienced brokers, while Qizi, who has been in business for a short time, is not fully qualified." In fact, brokers are not only close to idols, but also need to provide reliable services with enough professionalism.

  Journalists often deal with stars, and they have to go through the broker’s "pass" first. The "difficult" agent will help the artist to block out many complicated things, and also maintain the image of the star through many requirements. When the star has a public opinion crisis, it is especially a test of the public relations ability of the brokerage team. How to make stars speak at the right time and keep silent at the right time all test professionalism.

  Question 3: What should the broker do when he meets a star who doesn’t "cooperate"?

  In addition to crisis public relations to reverse public opinion, we should also persuade stars to "speak less"

  In the program, Yang Tianzhen and the company’s brokerage team mentioned at the meeting that the biggest problem of Yuqi Zhang, who was riddled with divorce gossip, was that she didn’t play cards according to common sense, which made the brokerage team passive and "created an opportunity and ushered in a dilemma". This directly led to the current business inquiries (that is, business cooperation) in Yuqi Zhang have stopped.

  People who eat melons should still remember that Yuqi Zhang went to divorce because of her husband’s accusation of domestic violence and the exposure of marital conflicts. The powerful brokerage team miraculously helped her reverse the trend of public opinion by setting up a woman who dares to love and hate. However, news of their remarriage appeared, and the onlookers felt that they had been "fooled". Then spread all kinds of gossip, even marital infidelity, Yuqi Zhang responded in honest and frank, Weibo. The tug-of-war with her ex-husband exhausted the public. Faced with such a repeated public image, it is too difficult for the team to create a convincing person for her.

  The program faces this topic directly, pointing out that Yuqi Zhang, who is impulsive and always doesn’t play by common sense, is hard to be "restrained". Xiao Yuya, the agent, gets along quite artistically with Yuqi Zhang. She needs to "converge" on such an embarrassing topic when chatting with Yuqi Zhang. She loves to eat, and she chooses to outflank the topic while eating hot pot.

  The work is the best personal design.

  After the program was broadcast, some netizens posted a post asking, if it were you, would you like to sign up for such a company? The highest praise reply is very intriguing: "If I am an actor, I won’t. If I am a star, I will."

  Yang Tianzhen was asked in the program, "Do you have an 800 marketing number?"? Subsequently, the controversy of "leading customers to set up" was triggered, and she shed tears at the company’s 5 th annual meeting. There is also public opinion that this reality show "poison tongue" is Yang Tianzhen’s "whitewashing conference".

  Last year, Zhu Yawen won the championship in "Coming to the Sound", and the dubbing of "Baby" stunned fans. This year, she was officially declared as a permanent guest of the hit variety "Run". However, in recent years, film and television works have not impressed the audience deeply. Some netizens questioned that spring and summer used to be radiant when they took the film at a young age, but now they are wasted in variety shows and become "mediocre." When positioning artists, we often consider the solidified marketing positioning, but ignore the individuality of artists to some extent. Some netizens bluntly said, "There are good-looking dramas when eating every day, and there are good songs to listen to when walking. I hope to know artists from my works instead of Weibo’s hot search and headlines."

  The insiders believe that it is not long-term to rely on the establishment of people. It provides artists with staged heat at most. After repeated operations several times, the artist’s freshness is almost squeezed. Marketing this matter is too much. As a profession with great commercial value, the artist’s image naturally needs to be carefully polished, highlighting his personal characteristics, but the design of people should also conform to his own reality, and it is unsustainable to force people to design. There are countless examples of the collapse of the entertainment industry.

  Yangzi Evening News/Yangyan reporter Zhang Nan

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The movie channel will broadcast the movie Two Worlds starring Juliette Binoche.


Special feature of 1905 film network She is a contradictory and charming existence among the most beautiful women in French cinema who are often mentioned.


She has a pair of firm and focused eyes, is silent and seldom laughs.


Her tight lips and meaningful smile make people never understand what a mysterious world her heart is.


She is the first French national treasure actress who swept three major film festivals in Europe: Berlin, Cannes and Venice, and won the best actress Grand Slam — — .


She is a wife who has suffered heavy emotional and life losses but still has the courage to meet a new life;



She is a sincere and playful waitress;



She is a dessert chef who pursues freedom in the movie;



She is an art-loving gallery owner in China.



Outstanding mysterious temperament and calm performance make Juliette Binoche unique in the international film industry.


In the film adapted from the novel The Wharf of Ustrem written by Florence Obernas, a famous French journalist, which was broadcast on the film channel "A Good Film with a Date", Juliette Binoche picked up cleaning tools and showed a completely different style.


Picture "Two Worlds" poster


In 2008, the financial tsunami plunged the French people into a wave of unemployment. In order to write a work about "The Bitterness of the Laborers at the Bottom", the female writer Marion (Juliette Binoche) turned into a cleaning lady, hoping to really understand those people who can’t make ends meet through personal experience.



The cold wind is bleak, waiting in line to withdraw money, repeatedly communicating with employment guidance personnel, actively delivering resumes at job-hunting venues, competing for cleaning jobs with all kinds of people, and cleaning toilets and cabins in the midst of all kinds of difficulties for customers … …



High pressure, low basic salary, fast pace, mechanical labor, day after day. These unprecedented life experiences made her feel surprised and confused.



In the process of her "field trip", Marianne discovered more and more truths that she could not imagine.


In this economic storm, everyone who stands on the edge of unemployment is being squeezed.


Because of the hot weather, Marilou (Leia Ghani) had to wear underwear to work, but she was fired.



In order to support three children and herself, Christine (played by Helen Lambert) must choose the job with the highest hourly salary. For her, the luxury cruise ship docked at Huste Rem Pier is hell and a rare source of livelihood. Christine needs to clean a room every four minutes on average on the cruise ship. The specific matters include changing the sheets, quilt covers and pillowcases of the four bunks, and cleaning the toilet and sink.



Through Marianne’s eyes, we can see the life of ordinary people at the bottom of French society under the financial crisis.



But the film didn’t stop there.


On the one hand, the film Two Worlds depicts the invisible group of cleaning women in European society, on the other hand, it discusses the reflection and humanitarian point of view of artistic creation.



We can’t deny Marianne’s efforts. Compared with the scholars who live in ivory towers, she really has the necessary conscience for intellectuals who care about the public.


She is perfectly qualified for every job, just like the most diligent worker, but even so, Marianne is different from other cleaners.



The employer’s ruthlessness, the numbness of customer service, the stains in the bathroom, all the filth and ugliness can’t smooth out Marianne, which have become the selling points of her new book in the future and turned it into the driving force for her to continue.



Compared with other cleaners, they have no choice, and they may be trapped in this hellish working environment for the minimum wage all their lives.



Just as in the film, when the staff of the employment center saw through Marianne, they said, "When you can’t stand it, don’t do it. Go back to your original life. People who come here don’t have the right to choose. This is the biggest difference."



The reality shown in Two Worlds is mixed. The creator let the audience see the difficult situation of the bottom workers, and at the same time realize our own unavoidable eye limitations.


Everything came to an abrupt end, but life went on.


Although there is no happy ending, perhaps this is the real thing.


This Saturday and Sunday (November 18th and 19th), the movie channel "A Good Movie with an Appointment" will broadcast the movie "Two Worlds" starring Juliette Binoche for you, so that we can experience the true meaning of life from an open perspective.


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four

In international football, the Japanese football team recently won a brilliant victory, defeating the strong enemy in North America with a remarkable advantage of 4-1, which not only showed their strong strength in both offensive and defensive ends, but also highlighted their tacit teamwork. This victory is not only a recognition of the Japanese team, but also an affirmation and encouragement of the strength of the whole Asian football.

The reason why Japanese football can stand at the peak of world football today is largely due to the profound changes in the youth training system of the Japanese Football Association. They have absorbed the advanced concepts and training methods of international football and cultivated many players with comprehensive skills and strong tactical awareness. On the court, these players built an almost impeccable defense line with their unparalleled teamwork and mutual understanding.

Furthermore, while actively participating in international competitions, the Japan Football Association has also conducted extensive cooperation and exchanges with other football powers. Facing the world-class opponents, Japanese players not only honed their own skills, but also learned valuable experience by analyzing the opponent’s tactical layout, thus constantly improving their own tactical system. It is this international vision and open attitude that makes Japanese football more and more dazzling on the international stage.

As an important representative of Asian football, this leap of Japan is not only their own, but also a remarkable proof of the strength of the whole Asian football. Their success showed the world the rapid progress and unlimited potential of Asian football and won more respect and praise for Asian football.

However, behind all these achievements, it is the result of the long-term unremitting efforts and exploration of the Japanese Football Association. They constantly reformed and optimized the youth football training system, focused on cultivating players’ basic skills and diversified abilities, and established a scientific and efficient youth training model, which provided a solid cornerstone for the rise of Japanese football.

Behind such dazzling achievements in Japanese football are the contributions of many people who have paid silently. From coaches to club staff, from the parents of players to loyal fans, everyone’s efforts and support are an important part of the glory of Japanese football. To sum up, the Japanese football team’s great victory not only demonstrated their excellent ability and team spirit at both ends of the offensive and defensive, but also further consolidated their position in the world football. The continuous reform and optimization of the Japanese Football Association, coupled with extensive exchanges with international football, have created a team with exquisite skills and mature tactics. Their success is not only the recognition of a single team, but also an affirmation of the strength of the whole Asian football.

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China football goes out again.

Hello, I’m Lu Snake, and today I’m going to talk about football in China!

Speaking of China football, the most important thing recently is that the Football Association has a new head-Song Kai. As a football fan in China, I think this is at least a positive signal, because it shows that the football community in China is trying to improve its own problems and promote the development of football in some way.

Historically, the development of football in China has been plagued by various problems, including mismanagement and corruption. Therefore, changing the president of the Football Association can bring new ideas and directions for the development of football, help solve these problems and promote the healthy development of football in China.

After the new president takes office, he may take a series of measures to improve the football situation in China, including strengthening management, promoting professional development, strengthening the construction of youth training system and improving the quality of coaches and players. From the recent developments of the new head of the Football Association, we can also get a glimpse of it. Then, next, I will sort out the recent events that seem to me to be more important.

  1. Debut: "Take youth training as a top priority"

On November 22nd, the second leg of the U15 final in China Youth Championship was held in Weifang, Shandong Province. Football Association President Song Kai, Vice President Xu Jiren and Secretary-General Yuan Yongqing appeared together.

The newest Football Association’s leadership team, which made its first collective appearance, chose youth football matches, fully expressing its attention to youth football. In the words of Song Kai, "China Football Association should take youth training as a top priority." How can we improve the quality of youth training? Song Kai mentioned, first of all, "let the best coaches do youth training", "I have been doing the three big balls in Liaoning for a long time, so I can do some guidance from the policy and system, such as improving the treatment of echelon coaches. In the process of children’s growth, a more competitive competition system is established. "

  1. Meeting with AFC President, breaking ice in football foreign affairs.

Song Kai, President of China Football Association, who just arrived in Doha, Qatar, met with Salman, President of AFC, who was also attending the 2022 AFC Awards Ceremony. This is the first time that Song Kai has face-to-face communication with the president of the Asian Football Association as the president of the China Football Association, and it also marks the beginning of the new China Football Association to break the ice for football foreign affairs and take an important first step.

It is understood that during the meeting, Salman reiterated to Song Kai that the AFC will continue to cooperate with the China Football Association to support them in revitalizing football in China.

Subsequently, in its important position in official website, the AFC focused on the meeting between Song Kai and Salman with the title "AFC President praises the football development in China". The AFC quoted Salman as saying: "The AFC will unswervingly strive to make football the number one sport in the Asian continent. I believe that China Football Association can help China football to a higher level under the leadership of President Song Kai. We will also work together for this. " Salman also said: "What is exciting is that we see the determination of the new leadership of China Football Association to develop football and promote the progress of football in China. Football still has great development potential in China. "

  1. Study and open the foreign aid policy of the Super League to increase the appreciation of the league.

After Song Kai took office, in view of the situation of the Super League, he said that he would strive to create a professional league that people are satisfied with, and study the foreign aid policy of opening the league against the AFC. At present, the foreign aid policy of the Super League is 654, and his new policy is expected to be "51", that is, five non-nationals and one Asian foreign aid can play at the same time. The implementation of this policy will increase the internationalization and fierce competition of the league, attract more excellent players to China, improve the competitiveness of the league, and at the same time, improve the enjoyment and entertainment, so that fans can enjoy more exciting games.

Finally, I hope the new president can take effective measures to promote the healthy development of football in China, so that we fans can pay more attention to the future of football in China with pride.

If you have any expectations for China football or what do you think of the new head of the Football Association, you are also welcome to leave a message in the comment area for discussion.

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Top Ten Laughing to Abdominal Muscle Pain Series Four Funny Jokes

1. Sleep until midnight and touch your side. Gee, my husband has disappeared ……….

Get up and look around …

Oh, you damn fool, it turned out that he was sitting in the living room watching TV in the dark ……….

So I threw a coquettish hand around his neck from behind and said, honey, I want to …

As a result, I looked down and found that my father-in-law looked at me with an incredible face …………..

2. One day, the master asked Xiong Haizi: What is your dream lover like?

The youth said: Did you ask before or now?

The master said: Before. Young people say: fair-skinned, intellectual, sociable, wearing a long white dress, long shawl and big waves.

The master said: What about now? Young people say: fair-skinned, intelligent and sociable, avoid condoms, wear a long white dress, long shawl and big waves.

Recently, I read on the Internet that washing your face with salt can exfoliate, so I took a bag of salt into the toilet this morning to try it.

Roommate saw it and sighed: "Why, the shit is not salty enough!" .

4. I took a buddy from my dormitory to play at home and met my dad at the door, so I introduced him: "This is my dad. 」

Who knows, that buddy didn’t know what was going on, and his brain was pumping, and he also let out a cry: "Dad. 」

My dad paused, sighed, touched my head and said, "Son, you have grown up. Dad respects your decision, as long as you are happy. 」

5. I was reading in bed yesterday, and I heard the gentle voice of the man next door: Baby be good, go to sleep quickly, and dad will sing to you. Just as I was about to listen to the lullaby next door, the man’s voice said, Get up, people who don’t want to be slaves. . . . Accompanied by the cry of the baby and the roar of the woman. …..

6. I had a fight with my husband in bed yesterday, but he hit him.

After a crunchy bang, he was really in pain, and he ignored me if he didn’t talk about living.

I coaxed him with guilt and ignored me. When I was in a hurry, I hit myself.

Hearing the sound, he actually cried, crying and saying, "Who told you to hit my daughter-in-law?"

Helpless at the same time, I feel that it is good to have a husband like this!

7. In those days, we walked quietly on the path of our hometown, and you hung your head shyly. When the villagers saw us, we all praised you: Hey, it’s beautiful and clean! Also praised me: good boy, come out to release pigs at such a young age! !

8. Today, the class flower in our class dumped the most gentle, easy-to-learn and kind-hearted boy in our class just because he was idle and poor. Invite the cheapest KFC or something for every date. He is very sad. By the way, that boy is nice! Everyone regards him as a brother. That night, a group of boys were going to buy him a drink, but he couldn’t. His father came to school to pick him up for dinner at BLBLBLBLBLBL, and then we watched him get on the Ferrari 458.

9. Two masters in love talk about their understanding of women.

A: "This handkerchief smells like roses. It’s beautiful!"

B: "This handkerchief, sweet-scented osmanthus, is beautiful!"

A: "This handkerchief smells like cologne and is icy!"

B: "This handkerchief smells like chopped green onion, belonging to the aunt in the canteen!" "

10. Diary

May 31st.

Today, Uncle Wang came to my house to play with my mother, saying that I could have snacks after I finished my homework. Then, Uncle Wang praised me for doing my homework well, so he picked up my mother, who told my uncle to be careful, and then my uncle kissed my mother and me.

Xiao Ming

Teacher’s reply: Take it home and let your father see if there is something wrong with punctuation or uncle Wang and your mother.

The teacher wishes you a happy 6.1!

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Women have these three symptoms, and nine times out of ten, menopause is coming. Know how to deal with it in advance.

In the early morning of December last year, a netizen posted a post on Douban. The netizen used the trajectory of her mother’s shopping cart to outline a woman’s life from birth to death.

From a bracelet for her children to a box of bread for her husband, she left all her care to her family when she was alive. And a windbreaker that she likes herself, the discount period is over, and she is not willing to buy it.

Finally, she bought herself a scarf that she liked very much, but it became a "witness" when she died.

The netizen repented in the post, "I didn’t find anything unusual until the day my mother committed suicide." After such a long period of insomnia, irritability and depression, she finally failed to survive menopause, and people around her didn’t know what she had experienced …

We regret the death of this netizen’s mother, but we must also see a fact:Most women have experienced an abnormality at some stage of their lives..

Xiao Jia (a pseudonym), a young man in Chongqing, experienced the process of her mother becoming depressed.

The year before last, Xiao Jia, who was away from home, went back to his hometown to attend his grandfather’s funeral. After seeing his mother, her callous and melancholy expression made Xiao Jia feel abnormal. Xiao Jia asked his mother what happened, and her mother told him that she didn’t sleep well during that time and woke up early every day. But Xiao Jia didn’t take it seriously,He thinks it is normal for middle-aged and elderly people to sleep less..

Two months later, my mother called him frequently, saying that she was often oppressed in the chest and panicked. Xiao Jia initially judged that her mother should be in menopause and will get better after a while. But as it turns out,My mother is not most people., but a few people.

In a later phone call, my mother told Xiao Jia,I am getting more and more flustered, and I can’t calm down for a moment., crying helplessly. Xiao Jia realized the seriousness and asked her mother to go to the city to see a doctor. Mother told him that she would go with her father, and she was afraid that she would do something stupid.

When Xiao Jia got home, she found that her mother not only lost weight, but also became more and more melancholy on her face.She kept talking and her body kept shaking.It seems that I can’t stop for a moment.

After examination, my mother’s health was normal, and finally she was diagnosed with moderate depression, mild anxiety and sleep apnea syndrome in the department of cardiology.

Every woman will encounter menopause, which is a normal physiological stage. According to the definition of WHO, women’s menopause can be divided into three stages: premenopause, perimenopausal period, late menopause,Perimenopausal period is usually called menopause..

Menopause is a natural aging process. When women are 40 years old, if there is obvious menstrual disorder, accompanied by abnormal hormone levels, it is a precursor to menopause. The menopausal depression refers to the depression that appears in the menopausal stage, which has both internal and external causes.

From the internal cause, due to the decline of ovarian function, the feedback to pituitary disappears, and the balance between hypothalamus, pituitary and ovary is broken, which is manifested in the increase of gonadotropin secretion, reaching 20-40 times the normal level. Endocrine changes lead to abnormal levels of β -endorphin and 5- hydroxytryptamine in the brain.Patients have mental and emotional disorders such as insomnia and emotional irritability..

The external factors are the extension of internal changes. Physical aging makes women’s pressure suddenly come, and their feelings, work and family are at the crossroads of life, which affects their mental health and eventually leads to depression.

Generally speaking,Depression, loss of pleasure, anxiety, nervousness, insomnia, physical discomfort, autonomic nervous disorder, etc., is a common manifestation of menopausal depression, these symptoms often last for a long time, obviously affecting work, life and various interpersonal relationships.

It should be pointed out that menopause is not equal to menopausal depression, which is a pathological reaction that needs to be diagnosed by a professional doctor, and then comprehensively evaluated according to the actual situation, and medication and psychotherapy are taken.

In life, how to determine whether your menopause is coming? In fact, menopause is a long-lasting process, and the body will have a series of reactions.

MenopausalEarly symptomsIt is a psychological symptom of menstrual disorder, hot flashes, night sweats, insomnia and other discomfort.

Midterm symptomsIt is an early persistence, and the hormone level in women continues to decline, which may lead to aggravation of symptoms, and some women will be targeted by menopausal depression. In addition, some women will appear.Physiological pathological symptomsFor example, frequent urination, urgency, stomach discomfort, headache, backache, joint pain, etc.

As hormone levels continue to decrease, some women may appear.Long term complicationsFor example, cardiovascular and cerebrovascular diseases caused by decreased hormone levels, osteoporosis caused by bone loss, and even some women will induce Alzheimer’s disease when they get older.

If women want to go through menopause smoothly and reduce the occurrence of mid-and long-term complications, they need to take comprehensive measures.

First of all,We should have a correct understanding of menopause. Menopause is not a disease, but a normal physiological process. With correct cognition, we can better face various situations.

Secondly,Adjust your lifestyle.. Before the onset of menopause, both diet and work and rest should be adjusted to "healthy mode" to meet this important life node in a better state. After menopause comes, we should still adhere to a healthy diet, work and rest, and regular exercise to ensure the normal body function.

Finally,Rational view of hormone therapy. If women have severe menopausal symptoms, they can take hormone supplements appropriately. Don’t be afraid of hormone therapy, but you can’t rely too much on it. You should supplement it according to the actual situation of your body and under the guidance of a doctor.

Only by treating menopause with a rational attitude, treating menopause with a healthy lifestyle and coping with menopause with practical treatment methods can women successfully pass this stage. As children,We should also care more for our mothers.Understand the life changes they are experiencing.

# Plan Zero Zero #

References:

[1] Women have these symptoms, which may be menopause [N]. First People’s Hospital of Yunnan Province, October 30, 2018

[2] How many Chinese mothers have been hurt by the stigma of menopause [N]. New Weekly, February 23, 2021

[3] How to accompany and care for your mother when you encounter the annoying "menopause"? [N]. Published by Shanghai, May 9, 2021

Reprinting is prohibited without the permission and authorization of the author.

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In 2023, beauty brands digitally "race"?

The scale of China’s beauty market continues to enlarge. Under the torrent, consumption is driving the transformation of beauty retail industry.

According to the data released by the National Bureau of Statistics, in the first half of 2023, the total retail sales of social consumer goods was 22,758.8 billion yuan, up 8.2% year-on-year, of which the retail sales of cosmetics products was 207.1 billion yuan, up 8.6% year-on-year. In the first half of this year, the total retail sales of cosmetics exceeded 200 billion yuan for the first time, the highest level in history.

"The beauty market has shown a strong resilience, and there is still a lot of room for growth in the market, which may break the 400 billion mark this year. However, from a competitive point of view, the beauty competition is increasingly entering the deep water area. Full scene and digitalization have become the key words in recent years. Some enterprises rushed out, but some enterprises obviously lacked stamina. " Insiders said.

The beauty market is still in the growth stage. Of course, the digital evolution in the beauty field is also very prominent, and online and offline digitalization is a mainstream. We have seen that the digital evolution of beauty has entered a new era of "following the needs of customers".

Let me talk about it firstL’Oreal.

According to the data released by L ‘Oré al China, its overall performance increased by 5.5% against the trend in 2022, exceeding the market average by 11 percentage points, and it will continue to lead the market in the first quarter of 2023.

"In particular, we actively embraced China’s leading digital ecology and achieved double-digit growth in e-commerce channels." Fabry, President of L ‘Oré al North Asia and CEO of China, said that the use, acceptance and professional ability of digital tools in China are far higher than those in other parts of the world.

In fact, L ‘Oré al started digital construction very early. In 2017, L ‘Oré al began to build a beauty data lake. L ‘Oré al China stepped up the development of online channels in 2020, connecting with consumers through a brand-new social e-commerce model, so that they can feel all kinds of online and offline services.

At the same time, L ‘Oré al began to lay out the future AI artificial intelligence engine, from "digitalization" to "digital intelligence".

In recent years, we have also seen its achievements. For example, the latest Lancome smart hand-held high-precision makeup equipment HAPTA is designed to meet the beauty needs of people with dyskinesia; Detection and guidance tools, such as la roche-posay’s skin detection application SPOTSCAN, Armani Beauty’s skin detection equipment Metaprofiler and Karshi’s scalp and hair analysis equipment K-Scan; Personalized beauty technology solutions, such as Shu Uemura’s exclusive eyebrow makeup to achieve professional eyebrow makeup at home, COLORSONIC, a home dyeing magic wand for L ‘Oré al Paris to solve the problem of hair dyeing at home, and Maybelline’s virtual beauty application; And sustainable beauty technology solutions, such as L ‘Oré al Pro’s water-saving hair care artifact WATER SAVER, which has saved more than 42 million liters of water so far.

Today, L ‘Oré al China has entered the second stage of digital transformation-bringing better experience to consumers and multidimensional insight to business with data. From online and offline (O+O), upgrade to a new consumption scene that integrates online, offline and chain (O+O, online+offline+on-chain).

For example, in terms of consumer insight, L ‘Oré al is collecting a large amount of consumer data from the bottom up and opening up online and offline data islands, making big data analysis an essential ability for consumer insight. The discussion of beauty preferences and the evaluation of products can use big data and AI capabilities to provide brands, products, services and experiences that they are interested in.

With the development of the industry, the competition of beauty track is becoming more and more fierce, and the rising of domestic beauty brands is the obvious trend of current market development.

The digitalization of domestic brands is also radical, and we takeshanghai jahwa corporationFor example.

Shanghai jahwa, as the head enterprise of domestic beauty industry, owns many well-known brands, such as Six Gods, Meijiajing and Gough. In terms of digital transformation, a series of efforts have been made. Of course, the result of digital transformation is also reflected in good performance.

In fact, Pan Qiusheng, the helm of shanghai jahwa, put forward the "123 Management Policy" with consumers as the center, channel advancement and brand innovation as the basic point, and culture, system and digitalization as the boosters.

Behind digitalization, the production of beauty companies will be driven by data. Big data and artificial intelligence will significantly improve the decision-making level and productivity of enterprises, and enterprises will operate the market to serve consumers with brand-new logic.

We have observed that shanghai jahwa’s digital transformation has opened up online and offline through digital empowerment. So far, more than hundreds of "cloud stores" have been established in shanghai jahwa, and the sales efficiency of "cloud stores" has been greatly improved. Next, shanghai jahwa returned home to build more "online cloud stores" and create its own digital industrial chain.

For different stages of consumer demand insight, it builds a development methodology of track identification, concept optimization, formula optimization and system optimization with data empowerment, and undergoes big data analysis, consumer research and test feedback at each key node. For example, shanghai jahwa has signed an in-depth cooperation contract with Tmall New Product Innovation Center (TMIC), which can promote R&D and product innovation with TMIC’s comprehensive consumer big data and industry insight.

Moreover, in artificial intelligence, shanghai jahwa is also ahead. It is understood that shanghai jahwa has created an AI skin detection program based on tens of millions of face data. Through the skin measurement of key points of face, combined with the background AI big data calculation and analysis, an analysis model of skin state of Chinese people in all dimensions is established, which is more suitable for customized detection and analysis of China people.

By building a data system around consumers, promoting product innovation based on consumer demand and creating new channels in combination with consumer changes, shanghai jahwa’s digital infrastructure can be said to be very stable.

Look at the channel brand of beauty cosmetics again.beautiful.

It is understood that in the past year, AFIONA Yanli opened 56 new stores, and the number of main stores exceeded 200. Stores have newly entered 12 cities, at the same time, 60 stores have been renewed, and their profitability has also been greatly improved.

Wu Tao, CEO of Yanli Group, said at the Supplier Summit in 2023 that AFIONA Yanli will continue to promote digital construction, and carry out digital cultivation from the dimensions of enterprise planning management, commodity efficiency management, digital fine operation of stores and precise marketing of members. At the same time, we will build a high-standard digital team dedicated to AFIONA Yanli.

In the past, it was the most difficult thing for cosmetics enterprises to make decisions by looking at the data, and then improve the efficiency of product turnover, and the online digital system made the data timely and effective. At present, Yanli Group can calculate all the complete business data indicators every 12 minutes, including about 300 business indicators, such as gross profit margin, commodity turnover, membership change and repurchase rate of new and old members.

From the marketing side. In the marketing department, front-line employees can accurately group members and reach them in various ways through CDP and other users’ operation of digital tools, and quickly recover the effect so as to optimize and adjust the marketing strategy. Among them, the digital tool divides Yanli users into 500+ users, and there are about 451 crowd tags. By tagging, the products are combined and matched, so as to find out the functional products that match the users, and make accurate portraits of users in the process of mutual integration. At the same time, at present, the one-to-one information push in the circle of friends and small programs relies on background marketing and big data systems to analyze and predict the crowd-based and accurate portraits.

For the beauty industry, the bigger difficulty is how to make digital decisions.

It is reported that the global operating data of Yanli Group can be provided not only to senior decision makers, but also to front-line employees such as regions, communities and store managers. This is because when making decisions, not only the top management, but also the front-line business colleagues need to know the actual situation of store business data in real time, including inventory sales, inventory structure, best-selling products and unsalable products. It is helpful for front-line business colleagues to master more specific data information and help decision-makers to obtain more detailed data reference in strategic choice.

According to the Retail Business Review, both the brand side and the channel side of the beauty industry put digitalization at the top of their strategic position. Digital transformation is the first-hand project, and at the same time it should penetrate into all links of the front, middle and back end. So it must be a long-term investment.

The domestic middle class continues to grow, and more and more consumers in China begin to change from practical consumption to enjoyment consumption. The 2023 McKinsey China Consumer Report: Resilience Times pointed out that the middle class will continue to grow, and by 2025, 71 million families will enter this higher income range, which shows the great potential of China’s consumer market.

At the same time, according to the forward-looking forecast, the scale of China’s cosmetics market will reach 937.4 billion yuan by 2028, and the average annual growth rate will reach 7.11% from 2023 to 2028. In the next five years, China’s cosmetics market, especially the mid-to high-end market, will continue to maintain its leading position in the global cosmetics industry.

China’s consumption upgrade is opening a "new golden age" of beauty cosmetics.

So for brands and retailers, how to compete in the market in the "new golden age" of beauty? We believe that we need to think from the "digital evolution" of the consumption environment.

First, consumer changes.Consumers are not only in the physical environment, but also in the virtual environment. They are the mainstream in the field of social discourse.

Second, the online and offline scenes are accelerated.Behind this is the integration of online and offline traffic, data, marketing, organization and supply chain.

For example, digital selection, especially for new product development. Now using big data and algorithm tools, we can get the demand of consumer market in time, and gain insight into the market sales of other competing products through data, and also create explosive products for consumer hobbies, so that the probability of success of new products will be greatly improved.

Thirdly, digitalization has become the key to get through the second pulse of "people and goods yard".The relationship between people and goods yard has been completely reconstructed, and the digitalization of people will be the most important. The front-end stores are digitized, covering the whole process of users’ shopping. It is also a prerequisite for the full realization of C2B in the future.

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What is culture?

What is culture?

Text:

"Shuo Wen Jie Zi": "Wen, wrong painting also. Xiang Jiaowen. " . (Oracle Bone Inscriptions’s writing "

",with" people "above and" hey "below. "Man" and "Wa" are wrongly drawn and like essays. )。

People: from the family, from the family.Hey.

Shuo Wen Jie Zi: "Hey, right. Like the shape of a left lead. All the genus is from the genus.”。

It is the paradigm of the word "Nuo" that the right is violent and the shape like the left is more like the shape of the male root.

"Shuo Wen Jie Zi": "Hey, left-handed. From reverse to reverse. Reading is the same as reading. " . It bends from left to right, so it is the paradigm of the word "Zi" that its character image is drawn from the right and is still like the shape of yin flowing out.

The two paradigms are superimposed. Youyin affects yang.Blind dateLovers are the paradigm of herringbone.

Because Oracle Bone Inscriptions’s "person" and "entry" are easily confused. Oracle Bone Inscriptions’s "human" writing (

)

"Shuo Wen Jie Zi": "Man, the nature of heaven and earth is the most expensive. This essay is like the shape of an arm and a shin. " . Its Oracle Bone Inscriptions shape is like the shape of a person saluting from the side. The form of the adult crown ceremony of the Jewish man is the essay (or Oracle Bone Inscriptions)

") The paradigm of the word" human ".

"Shuo Wen Jie Zi": "Hey, hey. From you, from you, intersect. " .

(See a picture "Hey")

(Hey: See a painting "Hey”)

The superposition of two paradigms: Yin and Yang.HeyIt is the paradigm of the word "Wa" to intersect with Yin and Yang and make friends with Thailand.

The two paradigms of "human" and "wa" are superimposed: the staggered painting still shows that the person who sends out the information of love and mating is the paradigm of "Wen"

Change:

(Person: See "Person" in one of the two paintings)

(

), the superposition of the two paradigms of human beings: Judaism teaches the exercise of human rebirth. If the person born is the paradigm of Chinese characters. Life is full of one head and one foot. From the fall of people, it means that what they are born into).

Staggered painting is the paradigm of the word "Wen", which shows love and seeks the information sent by mating.

"Wen" is the information that shows love and seeks mating.

It is the paradigm of Chinese characters to teach people to regenerate if they are born. Life is full of one head and one foot. From the fall of people, it means that what they are born into).

"Hua" is Jude.One who teaches the exerciser to be born again.

Culture is the change caused by information orientation. "The Book of Changes, Bengua and Zhuan Biography": "Look at astronomy to observe the changes of time; Look at the humanities and turn it into the world. " . Observing the information sent by people, participating in it and guiding it can make the world change and transform towards its own ideals. This is the earliest and most thorough understanding and expression of culture in the human world.

Animals seek mating by smelling breath, hearing sounds, seeing colors and images. The pronunciation of "Wen" is "smell". It tells us that its information orientation is to seek mating. Therefore, the text-oriented information is obviously different from other information. Among the information, mating information is the most targeted direction. When we read the article, we will receive a message of strong desire and longing. This kind of typical style is the constitutional image.

This constitutional image is like a "wandering trace of birds and beasts" that guides us to make differences and judgments. Therefore, "Wen" is a state of seeking pregnancy. Being pregnant and having children is a word. The exit of childbirth is "Bi". The source of word meaning lies in phase comparison. The so-called "text" breeds into "word" because "text" is meaningfully produced through phase comparison.

When we read "Wen", we will absorb a kind of guiding information. Pigs see gold as well as stones. There are only two kinds of things in their eyes. Edible and inedible. Neither gold nor stones can be eaten in the eyes of pigs. Are meaningless existence. Now most people know that gold can be bartered. Gold is more valuable. With this basic information, gold will be picked up and preserved when it is seen in the gravel pile. At the right time, you can take out the gold and exchange it with others for money or needed items. Information can not only help us find our other half, but also make us rich.

Someone grasped the message sent by the stone, so they used it to build roads, bridges and houses. Let the stone shine like gold. The most successful example of making a fortune by using information in modern times is Ma Yun. Ma Yun, a poor teacher, became a billionaire because he grasped the information on the Internet.

"Preface to Explaining Characters by Saying Literatures": "Every work is done with care, every product is inspected, and all the words are covered; Two, Yang in Wang Ting’. The orator preached in the king’s court, so the gentleman gave alms and went down, and Jude was taboo. " .

Because of the book contract, information can be transmitted through the book contract. After receiving the information, Baigong can do things according to the instructions of the information. Everything can be distinguished and treated according to the transmitted information. This is all because the book contract can disperse and accurately convey information. The center of accurate information distribution is in Wang Ting. Wang Ting dominates the dissemination of information.

. When information orientation is used insteadWhen the king’s court preached enlightenment. People who master and disseminate information because of information asymmetry. Therefore, they are the most likely to benefit from information. Information is the source of wealth. In other words, the use of words can preach enlightenment, advocate style, implement government decrees, and help kings govern the country. Kings should also use words to show kindness to their subjects. And subjects should be more moral-oriented, and must not be self-sustaining. They can use words to make money. Never use words to seek improper benefits.

Propaganda and education is not to talk about truth orally, but to formulate a series of policies and regulations. If these policies and regulations only care about their own interests and cannot benefit the following people. Then it will inevitably lead to resentment and make the education fail. This is particularly important. The use of characters can accelerate the development of society and consolidate the political power of the king’s court. It can also cause social unrest.

People have different levels and think differently. Some people think about how to live Some people think about how to live better. Some people think about how to manage the world. And Chinese is created by people who think about how to manage the world. Those who conceive words aim at how to manage the world. Therefore, their conceptual logic is difficult to communicate and understand with those who are only alive. (Of course, there are also people who seek personal gain and wealth. Different ways, no common goal. )