标签归档 武汉夜生活

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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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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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What is fashion? Some fashions are beyond your cognition and imagination.

What exactly is fashion? Maybe there is no certain standard. Just like the brand Fecal Matter formed by Hannah and Steven, it is a fashion product that challenges the system and freely expresses itself. They are weirder than you can imagine, especially from another planet.

What is fashion? Some fashions are beyond your cognition and imagination.

Don’t be surprised, their daily dress is just like "supernatural", from baldness, makeup to clothing to those horny flesh-colored high heels on their feet, walking in the street is definitely the focus.

What is fashion? Some fashions are beyond your cognition and imagination.

Weird dress, even the cat next to her eyes widened.

What is fashion? Some fashions are beyond your cognition and imagination.

The flower dress is particularly eye-catching. Are the flesh-colored high heels really comfortable?

What is fashion? Some fashions are beyond your cognition and imagination.

Are these shapes deceived by "eyes" particularly strange?

What is fashion? Some fashions are beyond your cognition and imagination.

Unique shape is like an alien creature from outer space.

What is fashion? Some fashions are beyond your cognition and imagination.

Exaggerated high heels really don’t dare to wear.

What is fashion? Some fashions are beyond your cognition and imagination.

How strange and how come, every shape is refreshing the lower limit.

What is fashion? Some fashions are beyond your cognition and imagination.

Pink and nude game

What is fashion? Some fashions are beyond your cognition and imagination.

Fruit green+black, small bags are still the focus of the season.

What is fashion? Some fashions are beyond your cognition and imagination.

In fact, they are not lovers, but "renegades" who met in the same sewing school and shared common beliefs.

The consensus of aversion to mediocrity made them hit it off.

What is fashion? Some fashions are beyond your cognition and imagination.

So they took to the streets in extraordinary costumes, expressing their dissatisfaction with mediocrity.

What is fashion? Some fashions are beyond your cognition and imagination.

Exaggerated red platform shoes, red+black, the color ratio is amazing.

What is fashion? Some fashions are beyond your cognition and imagination.

White+black, the clothing shape is unique enough.

What is fashion? Some fashions are beyond your cognition and imagination.

Every shape is enough to attract attention.

What is fashion? Some fashions are beyond your cognition and imagination.

Red is too attractive, so timid people should not look at it.

What is fashion? Some fashions are beyond your cognition and imagination.

In fact, the purpose of doing this is very simple, that is, they want to express themselves freely. They want to spread the truth of fashion, the truth of human experience and the truth of reality!

What is fashion? Some fashions are beyond your cognition and imagination.
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Media criticism of China football has caused fans to laugh at it. It is a hot topic that you can’t miss at 7 am.

Recently, there has been a "AFC Champions League" in China football circle, and the Super League team won all the matches in this round, which made China football fans shine at the moment. However, at this exciting moment, some people began to worry about the goal of domestic players, which made people feel a little surprised. Among them, Ran Xiongfei’s comments caused great controversy. He said that the team’s victory in three games was a shot in the arm, and it was completely nonsense to worry that domestic players scored less goals. What he seems to want to express is that in a team, everyone should contribute to the victory, not worry about who scores the goal. Of course, some fans don’t agree with this view. They think that if foreign aid always occupies the forefront of the scorer list, the room for improvement of local players will be limited.

However, is this idea too narrow? As a team, victory is the most important thing, and everyone should strive for it. In addition, we must not forget that local players also need time to grow up, and they need to improve their strength through youth training. Nowadays, the adult players have been finalized, but we can improve the overall level of football in China by cultivating young players. If we only pay attention to the immediate results and ignore the future development, then China football may never catch up with other countries. Therefore, let’s put aside our worries about the number of goals scored and take practical actions for the development of football in China.

Let us believe that as long as everyone tries their best, China football will surely usher in a more brilliant future.

The above contents and materials are all from the internet, and the relevant data, and the theoretical research is based on the internet data, does not mean that the author agrees with the laws, rules, opinions and behaviors in the article and is responsible for the authenticity of the relevant materials. I am not responsible for any problems arising from the above or related issues, and the author of this article does not bear any direct or indirect legal responsibilities.

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Chinese culture

Chinese culture, or China culture and Huaxia culture, refers to the sum total of various cultural ideas, values, moral norms, artistic forms, literary works and philosophical thoughts handed down from the history of China. It is the spiritual wealth created by the people of China in the long-term historical development process, and it is the spiritual pillar and cultural foundation of the Chinese nation.

Chinese civilization refers to a form of civilization in the history of China, which is a unique civilization system bred, developed and passed down in China. Chinese civilization has a long history and rich cultural heritage, including Chinese characters, traditional Chinese medicine, Taoist thought, Buddhist thought, Buddhist culture, poetry and songs, music and dance, painting and sculpture, etc.

Chinese civilization emphasizes the harmonious coexistence between man and nature, and Chinese culture with a long history pays attention to the construction of morality and social order, which has had a far-reaching impact on the development of world civilization. Generally speaking, Chinese culture and Chinese civilization are interrelated and interdependent. Chinese culture is an important part of Chinese civilization, and Chinese civilization is the carrier and manifestation of Chinese culture.

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This national-level game with a download volume of over 1 billion has made China culture "into the bones"

Last weekend, Dream World held an offline celebration of the 10th anniversary of Subway Parkour in Shenzhen.

When watching this celebration, the plan revealed by the project team of Subway Parkour attracted the attention of the game daily, including the 10th anniversary edition of adding one-click black, dress-up management function, brand-new rock characters, adjusting the game of props, and more heavyweight revelations in the future. It is foreseeable that after these ideas are installed:

The social links, content depth and user stickiness of Subway Parkour will change accordingly.

Although Subway Parkour has been online for 10 years, it is still a big DAU product active in the game market. Last year, "Subway Parkour" also set a "red myth" in the domestic market, which occupied the top spot of iOS free for 33 days in a row.

Such a game, which has made national influence, needs to carry not only entertainment, but also the positive social value of cultural products. In the new plan revealed by the project team, Game Daily found the new thinking on how to do a good job in culture in Subway Parkour, which has certain reference significance for more big DAU products.

In the past 10 years, how did Subway Parkour use "city" to do a good job in China culture?

"What city are the players expecting our next stop?" This sentence mentioned by the project team of Subway Parkour summarizes the key thread of the expansion of the game content of Subway Parkour in the past 10 years.

This is actually the key means for Subway Parkour to carry and spread culture. Since its launch, Subway Parkour has been updated in more than 100 global cities, including China, which has covered more than ten cities including Beijing, Shanghai, Xi ‘an, Guilin, Sanya, China, Hong Kong, Harbin, Macau, China, Wuhan, Chang ‘an and Shenzhen.

This kind of thinking is not difficult to understand. The city is a synthesis of customs, history and environment, which can provide a lot of material reference for game creation, and the diversified content developed can also meet the players’ demands for novelty. At the same time, the city itself is also an emotional link to reach the users in the place, and the culture condensed by the city has been transmitted in such an interesting scene.

Of course, a good presentation of culture also requires a deep foundation.

Take the Shenzhen version released on the 9th anniversary as an example. There are signs of Shenzhen behind the pictures that frequently appear in the scene, such as Shenzhen Bay Bridge in the depths of the scene. There are buildings with the reference of China Resources Building "bamboo shoots"; Behind the "East Gate" is the Dongmen Pedestrian Street, the oldest commercial district in Shenzhen. In addition, the bay scene on the left is also constantly strengthening the label of Shenzhen coastal city.

In addition to this intuition, Subway Parkour is also supplementing the "image" of Shenzhen with more details. On the one hand, in the scene, you can see the mobile milk tea carts that appear at intervals, and Shenzhen has the title of "milk tea capital"; On the other hand, the version of the character "Master Deer" based on the design of Luzui Villa is not only a simple combination of unique scenic spots, but also shows the characteristics of "young and energetic".

A lot of details show the unity of Shenzhen’s external impression and internal spirit, which makes players feel "seeing my home" and allows "foreign players" to have a more comprehensive understanding of Shenzhen and more cities.

It is worth noting that "Subway Parkour" attaches great importance to universality in urban culture, which makes the culture carried by different urban versions have a global market spread foundation.

For example, the exquisite music, because the scene of Subway Parkour is pure music, solves the threshold of text understanding, thus making music "borderless" a reality. The Shenzhen version of the music mentioned above has been well received, and players can be seen on bilibili that they want to run a little longer "for the sake of music". And listening to the music and guessing the version of the second-generation content can also trigger a large number of players to participate.

Another point is the adjustment of the role image. If you want to integrate some local distinctive content into the game and even spread it on a global scale, you have to consider the visual perception.

Take Lao Sun, who was released in the Beijing version, as an example, we can see that the typical characteristics of the Monkey King’s golden hoop and "monkey face" are maintained, but at the same time, more fashionable styles such as hairstyles are being added. Referring to the Monkey King, who is adapted from today’s film and television, he will find that he is following the same idea, retaining the uninhibited spirit, and presenting it in a more fashionable and personalized way. Although it is still unique to the China version at present, the image after this "adjustment" will have more advantages in foreign export in the future.

Spreading the accumulated IP characters is on the one hand. Subway Parkour also shows its cultural skills in the creation of original characters. For example, the character "Mo Yun", which was launched when the Suzhou version was launched during the National Day this year, itself took the background of many famous landscape paintings in Suzhou, and the oil-paper umbrella held by the character and the "skateboard" in the shape of ink painting were all featured in the misty rain south of the Yangtze River. This role has been praised by many players because of its high face, and it is also arousing users’ interest in Suzhou culture.

Suzhou version of the map is also full of national flavor.

Based on these long-term investments, with the changes in the coverage and depth of the city, the China culture carried by Subway Parkour has become more and more "heavy", which has made this product a social value that cannot be ignored.

The 10th anniversary conference shows the greater imagination of Subway Parkour.

On the basis of the model that has been run through, the signal revealed by the tenth anniversary celebration is a more diversified combination exploration. Game Daily found that at least two adjustments are closely related to cultural carrying capacity:

The first adjustment is more props competition themes, and the project team mentioned that there may be urban themes.

This means that the combination of Subway Parkour and the city has more forms of presentation than comprehensive scenes and limited roles. Take Suzhou as an example. Typical local foods such as "Squirrel Mandarin Fish" and "Suzhou Braised Duck" may appear as special effects props, and the scene may be refined from the whole city of Suzhou to a landmark such as "Humble Administrator’s Garden", so as to make it from coarse to fine.

The second adjustment is to dig deep into the role. The project team said that there will be real-life dubbing in the future, and there will be a story background.

In the past, the introduction of the role of Subway Parkour was relatively simple, in fact, there were "regional restrictions". For example, Lao Sun mentioned earlier may be out of China. Even if overseas players like the role, it is difficult to deeply understand the China culture behind the role through games. However, as Subway Parkour becomes a deep role, it can build a bridge for users to trace its roots.

These ideas are not groundless, we can look at a concrete example.

This year’s Spring Festival "Subway Parkour" updated the Luoyang version, and the limited role of the version was Song Yi, a traditional opera style, which soon became one of the most discussed topics among the players. During that time, some people in bilibili analyzed the gender of Song Yi, some painted for Song Yi, and some people compared the feel of this role with other roles.

The Game Daily found that the discussion of Song Yi by players is not limited to the superficial image, and many people are paying attention to the specific drama classification and the corresponding role business referenced by this image. This can prove that they are interested in the culture behind the role. Therefore, "Subway Parkour" supplements the background story of the characters, which will make the players driven by interest deeply understand the corresponding culture.

In addition, we can see that cities are also updating their versions. For example, Beijing was launched in 2014, and the Beijing Spring Festival version appeared in 2020. Both versions are quite popular, which means that players’ exploration of cities cannot be completely satisfied by a single comprehensive map of cities. The future prop competition will be integrated into the urban theme, which precisely meets this demand.

Of course, how to make the content of Subway Parkour and whether it can combine culture well depends on the accumulation and achievements of the project team itself. However, it can be confirmed that the social strengthening of Subway Parkour and the promotion of DAU driven by the content adjustment will further amplify their influence of carrying culture.

Innovation is not limited to the gameplay. Parkour on the Subway has deep social value by "grasping with both hands".

Spreading excellent culture is an important part of the game company’s social responsibility, but we can’t ignore some problems that may be brought by its own entertainment. The special product form makes the game company have to think more comprehensively.

It can be seen that the Subway Parkour, which is deeply rooted in China culture, is constantly being made, with particular emphasis on the protection and concern for young users.

For example, in addition to strictly limiting the duration of underage players’ games, Subway Parkour has innovatively formulated a "double-limit height" system for the common social problem of teenagers’ recharge: in the case of abnormal recharge with high quota and high frequency, Subway Parkour will pop up an answer box when it is initially restricted, and it can only be recharged if it is correctly answered; Advanced restrictions will force you to enter the recharge cooling-off period, and the interval for continuous payment must be more than 30 minutes.

Another example is to stimulate young people’s interest in learning through education. This year’s eleventh edition of Subway Parkour updated the Suzhou theme version, and the official combined the famous articles written in Suzhou in history to make a collection activity. After completing this activity, it can be exchanged for many rewards including characters. Teenagers can remember these excellent poems while entertaining.

In short, Subway Parkour once again demonstrates a truth: you can’t talk about value without content, and you can’t give up value and do content first. Industry history has constantly proved that only good products with parallel content and value can become evergreen explosions, because only such products can truly meet the growth demands of users and get long-term feedback from users.

Using the six words on the big screen of the celebration to evaluate "a new starting point for the tenth anniversary", we look forward to the better performance of the national product "Subway Parkour" in the future and expect it to accompany more people to grow up.

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"Culture" traditional culture

Xinhua News Agency chart, Beijing, November 3, 2021

Comics: traditional culture

Tie-dyeing, movable type printing, shadow play, paper-cutting, traditional Chinese medicine … these intangible items, which contain the traditional culture of China, have now become club activities in many schools in Changsha. Through the wisdom inheritance and improvement of modern teachers and students, non-legacy projects "take root" in the campus and glow with vitality.

Xinhua News Agency issued Cao Yizuo

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The Road of Internet Counterattack of Domestic Beauty Cosmetics: From Being Crushed to Rising

From small red book content to live e-commerce, domestic beauty is rising strongly with the help of social media dividends.

I don’t know when, Li Jiaqi’s live broadcast room has almost been occupied by major emerging domestic beauty brands. Among these emerging domestic brands, there are many old guns who rose by channels in the e-commerce era, and some emerging players who were swept by the online celebrity effect in the new media era. They have absorbed this wave of low-cost Internet traffic dividends in new media channels such as WeChat, Xiaohongshu, bilibili and Taobao Live, and won the brand and sales volume one after another.

In addition to the founder’s background, capital reserve and product advantages, every change in traffic has brought a brand-new brand creation iteration, and emerging content traffic has also made the rise of cutting-edge brands. Whether it is brand image, brand volume or market share, the growth potential of new domestic brands has begun to get better and gain the upper hand.

Unlike in previous years, it was "strongly crushed" by foreign big names. This year, domestic beauty cosmetics also ushered in unprecedented popularity.

This year’s Double Eleven, the beauty industry is also extremely hot. Just 84 minutes after the opening, Tmall’s record for the whole day last year was achieved: in the opening ten minutes, Baique Ling’s transaction exceeded 100 million, followed by the perfect diary, which also exceeded 100 million in the opening thirteen minutes. The sales of Nature Hall’s entire network exceeded 747 million, of which the limited edition lipstick of the 70th anniversary was sold out in one second. The top of the double eleven makeup is also firmly held in the palm of your hand by the perfect diary.

The emergence of many domestic products has successfully attracted the attention of consumers, and major domestic beauty brands have also waited for their own opportunities. The fundamental reason is that it is inseparable from the god’s assistance of Internet traffic.

Undeniably, the marketing change and channel change brought by the Internet traffic dividend are essentially to provide an opportunity for domestic beauty products with marketing drive and channel drive as the core, and to promote the new forces to form changes in the field (channel) of people (consumers) and goods (explosion law).

As Mr. Diao said: whoever seizes new channels, new media and new products can play with a new domestic product.

Due to the lack of strong financial support, it is difficult for most new domestic beauty brands to have their own counters or offline stores. However, the absence of offline stores does not prevent major beauty brands from conquering the main battlefield of Internet marketing and winning their respective glory among brand-new young customers.

As an industry with obvious long tail effect, the beauty market segmentation has created an unparalleled long tail in the beauty industry-small brands, new brands and entrepreneurs always have opportunities, and the secret of cutting in is always niche, flexibility and quick response. This also allows us to see, whether from Xiaohongshu, bilibili, or to Tik Tok and Aauto Quicker, where is the traffic? Where is the new generation of users? Where is the battlefield of marketing and channel of domestic beauty cosmetics.

Take this year’s domestic beauty dark horse-Perfect Diary as an example, the methodology and path of its rise is nothing more than intensive and systematic KOL launch on social grass planting platforms (mainly WeChat, Weibo, Xiaohongshu, Taobao, bilibili and Tik Tok), thus forming word-of-mouth potential.

Different from traditional cosmetics brands that rely solely on simple and rude advertising and complex brand planning, the intensive marketing of Perfect Diary on new media channels has precipitated a large number of high-quality user evaluations and brand reputation, whether in creative design, delivery management, post-investment data feedback or refined platform operation.

This makes Perfect Diary, from a rookie who was not praised by hundreds in Little Red Book in two years, now it has grown into a heavyweight beauty brand with 1.74 million fans. According to the horizontal comparison, Mary Daijia, who debuted at the same time, has only 74,000 fans now.

Then, how did the perfect diary stand out as a dark horse in two years?

Huge marketing investment in making products and planting grass contributed a lot.

As early as the end of 2017, Perfect Diary had a complete set of fans’ economic play, and began to lay out on Xiaohongshu-inviting stars, heads and waists KOL to "plant grass" on their respective Xiaohongshu accounts.

In the early stage, Jelly Lin, Nana Ou-yang and other "stars with the same style" were used as selling points to increase the authority of the brand, thus attracting consumers to buy and forming fission communication. In the later stage, KOL on the head and waist planted grass on the product from the perspective of "pro-testing" to build the trust foundation of fans and improve the conversion rate of traffic.

Of course, behind the high traffic growth of the perfect diary, it is naturally inseparable from the huge marketing and promotion expenses. In the early days alone, the marketing cost of Perfect Diary has exceeded 2.5 million yuan. Thanks to its dare to spend a lot of money and bind the core top resources to create large-scale traffic, after huge marketing investment, Perfect Diary has also achieved high ROI marketing transformation.

The perfect diary is by no means a case of a domestic beauty brand that started with little red books. According to statistics, in the first half of this year, there were 5 million users who discussed and planted domestic products in Xiaohongshu, and the number of notes on domestic products increased by 116% year-on-year.

However, apart from Little Red Book, there are many other successful platforms in beauty brands. For example, WIS, whose dividend flow came from Sina Weibo, the core dividend period of HFP came from WeChat WeChat official account, and half an acre of flower fields came from Tik Tok and Red Earth through webcasting.

It is undeniable that social media has become an important way for domestic makeup brands to obtain traffic. Many "Chinese newcomers" have also risen in batches in the past two years with social media bonuses.

If you search for "Li Jiaqi Live" on Taobao, you will find that almost all the products displayed on the page are domestic beauty products, from the air loose powder of Hua Xizi to the small diamond lipstick of the perfect diary, all of which show the powerful strength of "anchor with goods" in the sales of domestic beauty products.

Since the ultimate goal of live broadcast with goods is to trade, live broadcast itself is a battle of traffic conversion. On Taobao, more than 50% brand merchants have launched live broadcasts, and the live broadcast rooms have driven nearly 20 billion transactions throughout the day, with more than 10 live broadcast rooms selling over 100 million goods and more than 100 live broadcast rooms. Among many categories, beauty cosmetics ranked first in total turnover, becoming the first category of Taobao live broadcast in double 11 this year, and still showing a strong explosive force.

Because beauty and skin care products are more easily displayed intuitively in the live broadcast, and the long tail effect is very obvious, many mid-waist beauty and skin care brands have gained a sense of participation in the sinking bonus of the live broadcast. It is not difficult to see that behind the explosion of domestic beauty, e-commerce, social media and live broadcast stores have become important driving forces.

When Taobao, Aauto Quicker, Tik Tok and other platforms have also begun to incarnate live broadcast stores and move offline sales to online, a brand-new marketing path has been formed: social platforms plant grass for content, online live broadcast bloggers go deep into Amway guidance, e-commerce platforms form closed-loop purchases, and consolidate the stability of sales.

With the dilution of e-commerce and social media dividends, the 100 billion traffic dividend brought by live broadcast has become a new track for the next business to grab. In double 11 this year, Taobao live broadcast was fully standard in beauty, clothing, food, household appliances, automobiles and other industries. In home improvement and consumer electronics industries, the transactions guided by live broadcast all increased by more than 400% year-on-year.

The eye-catching data has made social platforms and e-commerce giants, and all parties have increased their live broadcasts. In addition to the earliest Taobao and Mushroom Street, Tik Tok, Aauto Quicker, JD.COM and Yunji have all entered the venue.

However, there are hidden worries under the prosperity. Li Jiaqi, a phenomenal online celebrity anchor with the title of "the first brother of lipstick", was overturned during a non-stick pot live broadcast, which triggered social doubts about the false propaganda of live broadcast with goods.

At the same time, there are also many consumer problems such as price discrepancy, no giveaways, poor after-sales service, etc. in the messages posted by netizens under anchor Weibo.

But on the whole, "live broadcast with goods" will continue to develop. In the future, e-commerce live broadcast may not become a mainstream purchase method in a short time, but it can be seen that the rapid development of Taobao live broadcast has driven the investment of major e-commerce platforms in live broadcast, and live broadcast has gradually become the standard of e-commerce platforms.

Generally speaking, new and old domestic products are trying to change themselves and adapt to the pace of the times. According to this trend, the future is 10 years, and domestic beauty products are indeed expected to replace some foreign products.

This is a good phenomenon. After all, growing up in this country with a huge demographic dividend, the demand for beauty products in the domestic market is increasing day by day. The domestic market occupied by "Japanese and Korean cosmeceuticals, European and American cosmetics" for many years is indeed a big cake not to be missed. Of course, all these need to be based on the premise that the product quality is qualified.

In recent years, "the rise of domestic XX" seems to have become a new hot word. However, the "rise" of everything is mostly exaggerated. The "rise" should be a phenomenon rather than a case, and it should not be based on the bubble data accumulated by early adopters.

This article was originally published by @ Sun Hailiang "Lace Technology" and everyone is a product manager. Reprinting is prohibited without permission.

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