What is life? Life is:

Shoulder responsibility, hide pressure,

No matter how tired and bitter you are, you must move forward.

No matter how hard it hurts, smile.

What is life? Life is:

You cried, no one coaxed you,

You’re tired, nobody hurts,

You are poor, others look down upon you,

You are rich, and some people are jealous.

What is life? Life is:

A needle and a thread, you have to do it yourself,

Earn a penny and a dime,

A porridge and a meal, you have to save yourself,

When you cry and laugh, you have to act on your own.

What is life?

Life is half responsibility and half pressure;

Life is half happiness and half worry;

Life is half hard work and half rest;

Life is half tears and half sweat.

Life is: to be born, to live,

Life is: tears come out and swallow,

Life, never mistreats anyone,

It is the strictest teacher,

Teach you how to survive,

And reprimanded you for not making progress.

From the moment you become an adult,

Life brings you responsibility,

You can’t be as carefree as a child,

If there are mistakes, correct them yourself,

If you have difficulties, solve them yourself.

While taking care of yourself,

Also responsible for the expenses of the family,

No matter how much you earn, whether you are rich or poor,

The responsibility on the shoulder can’t be shirked,

Family happiness, to bear!

Life tells us that living is very tiring.

It also teaches us how to be strong,

Life brings us all kinds of problems,

It also allowed us to face it bravely.

Original title: "What is life? 》

Thanks for clicking into this hilarious joke collection! Get ready to be funny!

Today, I took stock of the funniest pictures on the whole network, and the opportunity to laugh is just around the corner.

Come and have a good laugh together, but please remember to make your stomach bear it, and don’t laugh until you shed tears ~ Here are the highlights of today’s jokes, to make sure you laugh to death!

Lovers’ game: write one thing that the other party doesn’t know!

How lucky! My wife and mother-in-law are pregnant at the same time!

Challenge: look into her eyes for ten seconds!

These funny pictures networks are like a bright mirror, reflecting countless happy moments in our lives.

They not only make people relax in their busy lives, but also arouse people’s laughter and bring people more happiness.

Therefore, when you browse the Internet, you might as well pay more attention to these funny pictures, which will bring you unexpected joy.

Let’s face life with a smile and spend every day happily!

Anyway, I don’t study for a day.

Teacher Shi.

Tomorrow is the weekend. Today, the teacher won’t delay the class. Let’s go home early. Never leave your homework. By the way, it’s over, he remembered, it’s raining outside, so be sure to pay attention to safety on the way home.

Teacher, haven’t you left your homework yet? I didn’t know I didn’t leave my homework. You are so easy to get beaten, don’t you know? This is not just the end of the monthly exam. I think everyone did well in the exam, so I won’t leave any homework this time. Let’s relax and combine work and rest this Sunday. I object, teacher. You will delay our study too much. Do you want to hear what you are saying? Zi Xuan, don’t be a demon. You don’t want to rest. We want to rest. You idiot just want to play. Didn’t you know how many points you scored in the last exam?

Zi Xuan, don’t say that. I’m so proud that I’ve made great progress this time. It’s understandable to have a rest. No. Teacher, why are your requirements so low? Be strict with students, don’t you know? You also taught me a lesson. I don’t know about others. Anyway, if I don’t study for a day, I will feel uncomfortable all over and I can’t even sleep.

Zi Xuan, your grades seem to have regressed this time, right? I seem to have failed math. Right. So I strongly urge the teacher to leave us homework, and I will study hard when I go home. Okay, you asked for it. Zi Xuan, just finish this exercise book, and the others have no homework to go home. Man-eating goblin in the making.

If you dare to go to Thailand.

Chapter one: Uninvited guests and ancient temples. In a remote mountain area in northern Thailand, a young traveler, Allen, is sheltering from the rain in an ancient temple. There is a mysterious legend in this temple. It is said that there is a magical witchcraft here that can attract people’s souls to mysterious forces. On a rainy night, Allen became interested in this legend, and he decided to find out.

The abbot of the temple knew the mystery of this technique well, and he showed a strange and complicated ceremony, which surprised Allen deeply. Allen decided to spend the night in this temple, although his back was cold.

Explore more secrets chapter 2: the attraction of the soul. The abbot explained to Allen that this magical witchcraft needs a special plant called "Soul Grass" to be implemented. This plant has mysterious power, which can make people’s souls leave the body temporarily. Then the abbot took out a portrait of a human figure with Allen’s face on it. He told Allen that the portrait would be their "medium". The abbot began to recite ancient incantations in a low voice, holding a portrait and putting soul grass on it. Suddenly, the image of Allen in the portrait began to distort, as if attracted by a powerful force, and Allen’s soul seemed to come out of the painting.

Chapter Three: The Trap of Curse. The abbot put the portrait in a wooden box and told Allen that his soul was trapped in the portrait and could not escape. The way to lift this curse is to find someone who is willing to sacrifice himself instead of Allen.

Allen was terrified, and his body gradually became weak, as if a cold force was eroding his vitality. He didn’t know how to save himself, but realized blankly that he must find the person who can suffer for him as soon as possible, otherwise his soul will be trapped in this painting forever.

Chapter Four: Breaking the Curse. Allen’s heart is full of horror. He just wants to escape from this place. He can’t stand this kind of suffering any longer. He is helpless and needs to find a way out. He asked the abbot how to lift the head drop. The abbot gave him a glimmer of hope and told him that only by finding someone willing to suffer for him can the curse be lifted.

However, Allen knew nothing about this proposal, and he felt confused and desperate. At this time, he met a kind-hearted local villager. The villager told him an old legend: every year on Ghost Festival, there will be a mysterious ceremony, which can relieve the head drop. The key to this ceremony is to use a "body double" to attract the power of head-dropping, and then a monk recites the scriptures, permanently sealing this power in Chapter 5: the initiation of the ceremony.

Allen decided to try this legendary mysterious ceremony. Under the guidance of the villagers, he found the monk and started the ceremony with him with uneasy feelings. On the altar, the monks took out a portrait, in which the abbot was lifelike. They put the portrait on the altar and began to recite the scriptures. With the sound of scripture, the image of the abbot on the portrait began to distort, as if being attracted out of the frame. Then the monk put a burning brazier in front of the altar and instructed Allen to throw his hair and nails into the fire.

Chapter Six: The End of the Curse. When the last scripture was finished, the flame in the brazier suddenly went out, as if swallowed up by darkness. Allen, a monk, conveyed an important message. He pointed to Allen and said, "The head drop technique in your body has been completely resolved, and your strength has been restored." Hearing the good news, Allen was ecstatic, his body was full of new vitality, and his eyes filled with tears, thanking the monk. Then, he set foot on the road to leave this place that once scared him.

However, as Allen went further and further, the monk recited a mysterious scripture in a low voice, which was deep and shocking, as if to awaken an ancient and powerful force. He sincerely called: "this cursed soul, you have experienced countless hardships, and now your suffering is finally over." Mother-in-law is actually a princess in Quanzhou, China. Click to follow

Wen Ziyu, website of the State Supervision Commission of the Central Commission for Discipline Inspection

"In the first three quarters of this year, there were 342,000 commercial performances nationwide, with a box office income of 31.54 billion yuan and 111 million audience, up by 121.0%, 84.2% and 188.5% compared with the same period in 2019." "Actively promote the application for the Beijing Central Axis and the Spring Festival, and promote the inclusion of’ Pu ‘er Jingmai Mountain Ancient Tea Forest Cultural Landscape’ in the World Heritage List, and the number of world heritage sites in China has increased to 57. Lu Yingchuan, Vice Minister of Culture and Tourism, introduced the situation of building a strong cultural country and promoting the high-quality development of culture and tourism at a series of news conferences on the theme of "Opening by Authorities" held by the State Council.

The press conference introduced that since the beginning of this year, China’s tourism industry has accelerated its recovery. In the first three quarters, domestic tourism reached 3.67 billion person-times, and tourism revenue reached 3.7 trillion yuan, up 75% and 114% respectively. In order to further release the potential of tourism consumption and promote the high-quality development of tourism, the Ministry of Culture and Tourism, on the one hand, optimizes the policy environment, combines the new situation of tourism development, and exerts efforts from both supply and demand to boost tourism investment confidence and consumption confidence. On the other hand, we should cultivate new consumption formats and modes, innovate and upgrade music festivals, concerts and other products, promote the healthy development of new formats such as script entertainment and tourism performing arts, and promote the integration of food, performances, sports, health care, Chinese medicine and other fields with tourism. In addition, we will promote the brand building of a new batch of national cultural and tourism consumption demonstration cities, national tourist resorts, 5A-level scenic spots, national night cultural and tourism consumption gathering areas, build a good platform carrier, and increase the intensity of benefiting the people.

"Culture and tourism business environment and market order are related to the vital interests of the majority of business entities and consumers." According to the press conference, the Ministry of Culture and Tourism started with relaxing market access and actively innovating supervision methods to stimulate the vitality of the cultural and tourism markets and help the industry develop with high quality. We will fully implement the negative list system for market access and the review system for fair competition, delegate a number of administrative examination and approval items, and reasonably reduce the time limit for examination and approval. At the same time, explore the formulation of inclusive and prudent policies for new formats to boost market development confidence. For example, new formats such as scripted entertainment and e-sports hotels have been introduced with inclusive and prudent supervision policies, and regulatory methods suitable for the characteristics of the industry have been formulated, and a policy transition period has been set up to create an inclusive, stable and predictable policy environment, leaving enough room for the development of new formats. Adhere to administration according to law, formulate and revise a number of policies and regulations on commercial performances, cultural entertainment, online travel management, introduce regulations on credit management in the cultural and tourism markets, and constantly improve policies and regulations.

In the implementation of the national cultural digitalization strategy, the Ministry of Culture and Tourism has continuously promoted the digital development and transformation of cultural relics, classics and various artistic works resources. For example, the Palace Museum keeps about 1.86 million pieces of cultural relics. It is understood that 900,000 pieces have been digitally collected, accounting for about 48%. At the same time, vigorously promote the application of digital technology and foster the development of new formats. For example, in the field of stage art, we should vigorously promote online and offline integration, performance and broadcasting at the same time, actively promote offline performances, vigorously promote the development of stage art in the direction of networking and digitalization, and create a "second theater." In addition, improving the digital service capability of cultural services includes promoting the construction of smart library system and public cultural cloud. Up to now, in addition to the national public cultural cloud, there are public cultural clouds in more than 200 places in China, with a total resource of more than 1530TB, which is conducive to reading and popularizing art for all.

Systematic protection of intangible cultural heritage is an important aspect of building a strong cultural country. Up to now, there are more than 100,000 non-legacy representative projects at all levels in China, including 1,557 national non-legacy representative projects, and more than 90,000 representative inheritors at all levels, including 3,062 national non-legacy representative inheritors. At the same time, a total of 43 projects are included in UNESCO’s non-legacy list and roster. Lu Yingchuan introduced that in order to protect and inherit the intangible heritage, the Ministry of Culture and Tourism will continue to exert efforts in policies and regulations system, directory system, theoretical research system, talent team system, communication and promotion system, heritage experience facilities construction and digital protection in accordance with the requirements of systematic protection, so as to protect and inherit the intangible heritage in a down-to-earth manner.

Source: Website of State Supervision Commission of Central Commission for Discipline Inspection

"On the Party’s First Congress", Chen Yifei and Ruimin Qiu, 1977, 147.5cm×173cm, China Art Museum.

Art Basel 2021 Hong Kong.

01

Red art classics are deeply rooted in people’s hearts.

The year of 2021 coincides with the Communist Party of China (CPC)’s centenary birthday. While reviewing the glorious course of the founding of the Party, we feel the brand-new vitality of the red culture generate. From literary performances to film and television plays, from book publishing to exhibitions, thousands of stories of the history of the party have merged into a magnificent and vivid red literary galaxy.

For China art circles, this year’s red theme exhibitions have appeared in succession, and the creation of party history themes has become more and more mature since the reform and opening up. In the exhibitions organized by China Federation of Literary and Art Circles and China Artists Association, such as "Do not forget your initiative mind remembers the mission-Celebrating the centenary of the founding of the Communist Party of China (CPC)" and "Ode to the Red Boat and National Exhibition of Fine Art Creation Works", classics of art history such as Crossing the Yalu River, Battle of Shangganling and founding ceremony reproduce the creative pattern of "painting masterpieces handed down from generation to generation with great beauty". A number of recent works, such as Zhang Zhiqing’s "China Core" and Zhang Jing’s "Exploring the Moon in China", which reflect the achievements of scientific and technological innovation in the new era, have also emerged in the "Art Exhibition of Guangdong Province Celebrating the 100th Anniversary of the Founding of the Communist Party of China (CPC)" held by Guangdong Art Museum.

The spread of red art classics is inseparable from the cross-border help of streaming media. In January, 2021, the 100-episode special program "The History of the Party in Fine Arts Classics" was broadcast by the Central Radio and Television General Station, which presented a magnificent century-old history of the Party to the audience in a multi-dimensional vision by integrating images, literature, photos, animations and interviews in a cross-media way, providing a vivid sample for contemporary red art creation and becoming a "phenomenal" program.

How to tell the history of the Party well with works of art, and how to better interpret and spread the red classic works of art in the new era are the important trends of the "new opening" of red theme art creation in the past century. Today, the spread of "red culture" should closely follow the aesthetic habits of young people, learn from cross-media and multi-dimensional exhibition methods and means of communication, and make the reality of party history and the beauty of art blend with each other. To create red classic works of art in the new era, we should not only pay attention to the form of exhibition, but also show the content of party history with innovative ideas and artistic language close to the times, so that red literary and artistic creation can go out of art galleries and museums and enter people’s lives. (Zhu Rongting)

02

Online art market is testing the water.

In the past two years, the global epidemic has been repeated. It seems that we have long been accustomed to the constant closure and restart of theaters, and the delay or cancellation of art festivals and expositions has brought about new cultural ecology-online drama live broadcast, global online auction, virtual exhibition … How much impact does the new technology spawned by the epidemic have on the art industry?

In the field of performing arts, performers have not stopped exploring, and 2021 can even be said to be a "year of recovery"-the resumption of avignon Drama Festival, the resumption of live performances at Edinburgh International Art Festival and the return of Wuzhen Drama Festival after a two-year absence … It is undoubtedly exciting to bring performances back to the scene.

The offline scale has been reduced, so various types of online art forms have been actively created, and live broadcast and screening have become the most intuitive and timely measures of the festival. For example, the eighth Wuzhen Drama Festival’s "Far Away" unit shows eight works from six major drama festivals (art festivals) such as Edinburgh Art Festival, Berlin Drama Festival, avignon Drama Festival and Salzburg Art Festival. In Europe, the Berlin Drama Festival, which is famous for its professionalism, has even been changed to a full-scale online performance. Although we know that the charm of live art cannot be replaced, these "expedient measures" also inspire us to re-examine the relationship between theater viewing and performance and think about the significance of theater creation.

On the other hand, in the field of art auction, the transaction mode is also changing. Taking Basel, Hong Kong in 2021 as an example, the exhibition "testing the water" was displayed digitally. Artists also began to show or sell their works with the help of virtual reality (VR) or augmented reality (AR) technology. Buyers "examine" artworks on the screen of mobile phones, and even can see details such as materials, textures and fine lines that may not be visible to the naked eye. The online auction of the art line began to "anger the sense of existence", and the number of people participating in the online auction and the transaction price hit record highs. In 2021, China Guardian, Beijing Poly, Christie’s, Sotheby’s, etc. launched racquets with new records. Guangdong Chongzheng Autumn Auction 2021, nearly one-fifth of the transaction volume comes from online applets.

Data and phenomena show that the China art trade market is picking up in 2021 with the help of diversified technical communication means. In the future, will online be the "painkiller" in the transitional period, or will it be a brand-new situation that can be opened up? And leave it to time and the market to answer. (Zhu Rongting)

03

One hundred years of modern archaeology in China.

2021 is the centenary of the discovery of Yangshao culture and the birth of modern archaeology in China. On October 17th, "The Centenary Commemorative Meeting of Yangshao Culture Discovery and the Birth of Modern Archaeology in China" was held in Sanmenxia City, Henan Province. The next day, the third China Archaeological Congress was held, and the "Top 100 Archaeological Discoveries in a Hundred Years" was announced. One hundred discoveries including Zhoukoudian Site in Beijing and Nihewan Site Group in Yangyuan, Hebei Province were selected, and the site of Nanyue National Palace Office in Guangdong Province, Nanyue King’s Tomb and Nanhai I shipwreck were also on the list.

Yinxu, Erlitou, Liangzhu, Zhoukoudian, Mawangdui and Sanxingdui … Over the past century, modern archaeology in China has made remarkable achievements. Archaeological discoveries have rewritten people’s traditional cognition of Chinese history and culture, described the action marks of our ancestors on the vast land, and answered "Who are we, where are we from and where are we going" with physical evidence.

Since the beginning of the new century, the archaeological cause has flourished. With the continuous growth of archaeological institutions and professional teams, new important archaeological achievements have emerged one after another, and the mystery of Chinese civilization has been unveiled step by step. No matter the confirmation of the Chinese Emperor Ba Ling or the exposure of Princess Taiping’s "mansion" in Zhengpingfang site, every new discovery brings many reflections and surprises.

Archaeology was originally a little-known knowledge. In recent years, it has "flown into the homes of ordinary people" with the wings of science and technology. Cultural and creative products such as "archaeological blind box" are also on fire. Variety shows such as "National Treasures" and "China Archaeological Congress" unlock archaeological codes and explore Chinese civilization in a lively way, and they will become explosions after they are broadcast. Popular science books with the theme of archaeology are also widely welcomed by readers, and scholars such as Li Ling, Qi Dongfang, Xu Hong, Yang Hong and Zheng Yan have become the industry stars sought after by the public. With the high-frequency attention of the public and the help of science and technology, the cultural IP that is popular all over the world will be born in the future archaeological field. (Huang Xi)

04

Sanxingdui site shocked "Shangxin"

With the announcement of major archaeological discoveries at Sanxingdui Site in Guanghan, Sichuan Province on March 20th, 2021, information about Sanxingdui’s "Shangxin" frequently appeared in hot searches and became a veritable "online celebrity" in archaeology. As one of the most important archaeological discoveries of the 20th century, six Sanxingdui cultural "sacrificial pits" have been newly discovered in Sanxingdui site, and more than 500 important cultural relics have been unearthed, including the largest complete Jin Mianju to date, three bronze statues that have never been seen before, bronze shrines that can be called national treasures, bronze figurines that look like Altman, and so on.

If the archaeological excavation and research of Sanxingdui in the 21st century are different from those in the past, first of all, science and technology help archaeology, and modern scientific and technological means are used to build an archaeological excavation cabin, an integrated excavation platform and a multifunctional excavation operating system, which provide an effective guarantee for archaeological information collection and cultural relics safety protection. In addition, a special information platform was set up to comprehensively record and scientifically manage Sanxingdui cultural relics data, image data and environmental monitoring data. Secondly, more and more archaeologists from outside Sichuan are involved, and the international color of Sanxingdui is becoming more and more obvious and strong.

At present, the excavation area of Sanxingdui site only accounts for two thousandths of the total area! There is no doubt that Sanxingdui will be an important site in the second century of China archaeology. Professor Xu Jian, director of the History Department of Shanghai University, who is in charge of the excavation of the No.3 pit of Sanxingdui site, said in an exclusive interview with Nandu reporter that from the unearthed relics so far and even the overall cultural features of the site, Sanxingdui is not lost to any other place or culture in global archaeology. (Zhou Peiwen)

05

"Net writing goes to sea" becomes a heavyweight phenomenon.

After more than 20 years of development, online literature not only has many fans in China, but also attracts readers from all over the world. More and more "crooked nuts" have joined the army of urging more people to express their obsession with online writing in various ways, such as leaving messages, praising and rewarding.

On September 26th, 2021, "2021 China International Network Literature Week" was held in Wuzhen, Zhejiang Province, and the Chinese Writers Association released "China Network Literature International Communication Development Report". The report shows that by 2020, China’s online literature has exported more than 10,000 online works overseas. Among them, more than 4,000 physical books were authorized, and more than 3,000 works were translated online. There are more than 100 million users who subscribe to and read APP, covering most countries and regions in the world, and the international communication has achieved remarkable results.

In 2020, the scale of China’s online market will be 1.13 billion yuan, with a growth rate of 145%, and the growth rate of users will reach 160.4%. It is estimated that by the end of 2021, the scale of China’s online texts in overseas markets will increase exponentially, which is expected to exceed 3 billion yuan, and the scale of overseas users of China’s online texts may reach 145 million.

Since 2019, the IP adaptation of the net text has been further popular overseas. Nowadays, China’s online literature, as an important carrier of "Chinese culture going out", has become the "four major cultural phenomena in the world" alongside American Hollywood movies, Japanese cartoons and Korean TV dramas. On the one hand, online literature has opened a window for overseas readers to learn about ancient Chinese civilization through "cool" plots, humorous or beautiful language and immersive reader interaction mode. On the other hand, from translation and output to overseas originality, and then to the cultivation and development of web IP with global industrial partners, the mode of web going to sea is more and more flexible and diverse. In the future, online literature will permeate all aspects of contemporary culture in various forms. (Huang Xi)

06

Cantonese Opera Movie White Snake "Out of Circle"

In 2021, the biggest "out-of-the-box" of China opera circle should be the release of White Snake, the first Cantonese opera film in China. The film has been popular all over the country. It has not only won several awards at major film festivals at home and abroad, but also easily set a record for the highest box office of China’s film history. It is also regarded as a masterpiece that led China’s drama films into the "blockbuster era".

The artistic basis of White Snake, a Cantonese opera film, is the newly edited Cantonese opera of the same name in 2017. The "emotion" cited in the title of the drama is actually a modern interpretation of this classic drama in the history of Chinese opera by the writers and creative teams. Obviously, the film creation of the play fully understood the new theme of the play, and fully publicized the modernity of the play with the lens language. Zeng Xiaomin, the starring actor, adjusted and combined the traditional sleeves in the film under the guidance of the director to achieve extraordinary artistic effects, which is an example.

Through focus plane’s language and stunts, a brand-new artistic life experience and sensory and emotional experience can be created, so that the traditional opera film can become a work that pays tribute to tradition, inherits culture and shows the taste of the times. Valuably, the exploration of traditional Cantonese opera’s filmization is not limited to White Snake. On the last day of 2021, the Cantonese opera film "Nanyue Palace Ci" won the Best opera film Award in the 34th Chinese Film Golden Rooster Award, which added another surprise. (Zhou Peiwen)

07

China e-sports team EDG won the championship globally.

In the early morning of November 7th, 2021, in the League of Legends S11 finals held in Iceland, China team EDG won the global finals. In the face of DK, the last champion of South Korea, who was in the limelight, EDG, who was not optimistic, finally won the championship after falling behind 1-2.

The major social platforms boiled at midnight, and the official account of CCTV News Weibo issued a congratulatory message for the first time; Weibo topic #EDG wins the championship # The reading volume is 3.35 billion, and the discussion volume is 4.218 million … Hundreds of millions of young people are so excited that they even stay up all night to celebrate. This lively scene is only comparable to the national football team’s promotion to the World Cup finals in South Korea and Japan 20 years ago.

But in the other corner of this carnival night, there are countless non-players eagerly "seeking science": what is EDG? What is League of Legends S11?

Behind EDG’s destruction, Guangming Daily commented: "The grand intention of’ China Champion’ has also been carried by e-sports. As a subculture, e-sports is gradually becoming mainstream. With the penetration of technology, it breaks the social circle and geographical barriers, showing greater possibilities, and then connecting everyone into a worldwide network. "

Since China IG team won the League of Legends championship for the first time in 2018, e-sports, once regarded as "doing nothing", has gradually broken through the game circle and entered the public eye. The 2022 Hangzhou Asian Games Organizing Committee announced that eight e-sports events were selected for the Hangzhou Asian Games, and e-sports became the official event of the Asian Games for the first time.

Behind actively embracing e-sports is a huge audience base and commercial value. The 2021 China E-sports Industry Trend Report shows that the number of e-sports users in China has exceeded 489 million in March 2021. Huge e-sports enthusiasts have gradually deepened their identity recognition, value recognition and group affiliation, and developed into an e-sports culture. (Tao Xinlei)

08

Amazing innovation of Henan Satellite TV’s "Tang Gong Night Banquet"

At the Spring Festival party of Henan Satellite TV in 2021, the dance "Tang Palace Banquet" became an instant hit. "The Banquet at the Tang Palace" uses VR technology, and takes cultural objects such as Tang Sancai, Jia Hu Bone Flute, and "The Picture of Zanhua Ladies" as the background of the program, so that the young ladies of the Tang Dynasty can shuttle through these Tang elements and make the traditional culture "live" in an instant. The wonderful tour of the Dragon Boat Festival, which was broadcast later, is a story-based program based on The Banquet in Tang Palace. It adopts the mode of "online drama+online synthesis", with the little sister of the Tang Dynasty performing in the palace as the main line, interspersed with traditional cultures such as dragon boat racing and eating zongzi, as well as puppet shows, trying to fit in with the development of modern society from the social perspective of the Tang Dynasty.

In addition, Dance Millennium, a dance variety jointly created by Henan Satellite TV and bilibili, is a series of Chinese stories in dance with the performance mode of "plot+repertoire". Dance and story are combined and connected with each other.

Earlier, Guangdong Satellite TV launched a large-scale acrobatic program "Amazing Four", which took the form of "acrobatics+dance+martial arts+national music" and combined with high-tech dance beauty and VR immersion experience, and also presented an acrobatic audio-visual feast to the audience. There are also cultural variety shows that shine in this respect. The China Archaeological Congress turned the studio into a 3D naked-eye archaeological site, which can instantly generate different virtual scenes and reproduce the real archaeological environment.

The new initiative of combining variety and culture, with variety entertainment as the carrier, makes all kinds of traditional cultures organically combined, no longer just "acting", but also more artistic processing, which greatly enriches the connotation of culture and its deductive form. It can be seen that the integration of traditional culture and the trend of the new era has become the new trend of variety show production. The new form of "culture+variety" will also be recognized by more audiences. (Xu Xiaolei, Chen Qian)

09

First year of NFT encryption art

On March 11th, 2021, for the first time in Christie’s history, digital artist Beeple’s NFT work "Everydays:The First 5000 Days" (as shown below) was auctioned in NFT form, with a reserve price of $100, and finally it was sold for $69.346 million, which jumped to the third highest transaction price of living artists’ works in one fell swoop, and the concept of NFT broke the circle.

NFT is called Non-Fungible Token, which is translated into non-homogeneous token. It is a digital asset encrypted by blockchain technology and has unique and inseparable characteristics. Digital artworks blessed by NFT encryption technology suddenly overtook the curve, which became the market explosion point to break the monopoly of traditional art forms and expanded the new field of art collection.

Moreover, the rise of NFT is not limited to the art circle. Business giants and celebrity stars have tried different ways of playing NFT, such as virtual sneakers, NFT game cards, NFT music albums, Twitter messages, and short videos of wonderful moments … NFT appears almost like a blowout in all kinds of news, forming a hot situation that "everything can be NFT". According to statistics, the size of the entire NFT market did not exceed $42 million three years ago. By the end of 2020, the market value of NFT has increased by 705% to reach $338 million. In the first three quarters of 2021, the sales of works of art using NFT reached $3.5 billion, which was almost an explosive growth.

NFT technology makes a brand-new digital art collection market that can’t be estimated appear. On the investment level, NFT makes art a digital asset that can be purchased by share. However, one thing that needs to be kept awake is that no matter how much the concept of NFT is hyped, NFT is technology, art is art, and it is the part of art that really determines the value of art. As Beeple said, "If all NFTs disappear tomorrow, I will still be engaged in digital art creation." (Zhou Peiwen)

10

Cultural and cultural institutions "cloud tour" broke the circle

In recent years, major cultural institutions are trying to promote themselves and enhance interaction and communication with the public in an "online experience" way. The epidemic prevention and control pressed the "fast forward button" for the live broadcast of the museum.

On December 21st, 2021, version 2.0 of the "Digital Forbidden City" applet jointly created by the Palace Museum and Tencent was launched. The "online celebrity", a well-versed broken Hongqiao, officially took up his post, showing the audience around the Palace Museum and revealing the past of the Forbidden City. In addition to the newly hired "tour guide", the applet also optimized and added practical sections such as online ticket purchase, exhibition reservation and in-hospital shopping. At the same time, more accurate open area route navigation, visit comfort index and other important open service functions are added to support users to check the visit comfort of the main open areas of the Forbidden City in real time, and seven interesting "customized tour routes" are built in.

In fact, the "Digital Forbidden City" was launched a year ago, and it is more deeply rooted in people’s hearts in 2021, and 5 million netizens have taken this opportunity to "play online in the Forbidden City". Some "online games" experience is far from offline. For example, you can enjoy the details of ancient famous paintings with hundreds of billions of pixels online.

In 2021, the live broadcast of the museum reached its climax. Take the Guangdong Provincial Museum as an example, there will be 30 live broadcasts in 2021. The theme of International Museum Day in 2021 is "The Future of Museums: Restoration and Remodeling". On that day, museums in China adopted the online and offline communication mode, and all the key events were webcast. The live broadcast of the museum and the "cloud tour" show the cultural heritage and charm by using new technical means, which not only maximizes the integration and development of cultural resources, but also adapts traditional culture to the development of the new era. (Xu Xiaolei, Chen Qian)

China Business Daily (Reporter Ma Jia)This year’s "double 11", beauty rivers and lakes "killing" extremely fierce. According to the list data of pre-sale and final payment volume, L ‘Oré al, Estee Lauder and Lancome, the big brands in Europe and America, take the lead; Domestic products such as Polaiya, Winona, Quadi, Nature Hall, etc. rank among the list and become "dark horses"; The Korean makeup brand "disappeared" across the board and was squeezed out of the list.

Some insiders told China Business Daily that at present, European and American brands and domestic brands are "positive", and "double 11" may make domestic and foreign brands fall into the anxiety of "price war".

Domestic beauty cosmetics and the "positive rigidity" of big brands in Europe and America

In this beauty promotion war, domestic brands compete head-on with big brands in Europe and America.

After the first wave of pre-sale data of "double 11" was released this year, domestic beauty products showed the momentum of becoming a "dark horse", and more and more domestic beauty brands made the list. According to the pre-sale data released by Tmall on October 31, Hua Xizi, Caitang, Blankme and Mao Geping are among the top 20 cosmetics sales; In the beauty and skin care category, Polaiya, Winona, Quadi and Nature Hall are all on the list.

The relevant person in charge of Winona told reporters that this year’s situation exceeded expectations, and a number of large single products sold explosively. The sales of special care essence just newly listed in September also rushed to 600,000 pieces during the pre-sale period.

Although the performance of domestic beauty products is more "competitive" this year, judging from the pre-sale and final transaction, the top brands in Europe and America are still the top brands. On the Tmall platform, in addition to the above-mentioned eight domestic brands, the top 20 brands in the sales list of cosmetics, beauty and skin care are European and American brands, and L ‘Oreal, Estee Lauder and Lancome lead the major beauty categories; On platforms such as JD.COM and Tik Tok, L ‘Oreal, Shiseido and Estee Lauder continue to lead.

The relevant person in charge of Estee Lauder’s sales business said that all brands under the group were fully prepared for the "double 11", which increased the stocking volume and gave greater preferential treatment. Judging from the sales results, the performances of all brands are bright.

It is worth noting that this year, domestic brands and big brands in Europe and America have made great concessions in price. Major international beauty brands not only launched preferential activities such as "buy one get one free" and "give away samples", but many brands even lowered the prices of original products. According to consumer statistics, during the "double 11" this year, the discounts of domestic brands are mostly below 30%, while the discounts of international brands are about 40% to 60%.

Kong Sihan, a beauty marketing practitioner, told reporters that this year’s "double 11", domestic beauty brands began to go to the high-end market, such as efficacy skin care products and high-end essence, which all had higher sales. In the live broadcast room of the head anchor, the discount of big-name beauty products in Europe and America is great, and the price of domestic beauty products is lower, which forms a competitive situation between them. This also shows that domestic beauty brands are qualified to compete with international brands in terms of product efficacy and brand influence, which has never happened before in the domestic market.

Korean makeup status may be replaced by domestic makeup.

Why did Korean makeup disappear from the sales list? "This year’s’ double 11′ is more like a reshuffle of beauty brands at home and abroad." The relevant person in charge of the marketing business of a listed cosmetics company in China admitted that European and American brands have a dominant position in the high-end skin care market, and domestic beauty brands are trying to overtake in sub-sectors such as efficacy skin care track. From the perspective of sales performance, domestic beauty brands may be able to find a position in the high-end skin care market; In the past, the advantage of Korean makeup was in makeup products, and many domestic new brands have done quite well in makeup products, which has had a great impact on Korean makeup brands that focus on parity.

It is noteworthy that in this year’s "double 11", domestic beauty brands that started from online cosmetics products seized new opportunities and gave greater promotion discounts.

The relevant person in charge of Yixian E-commerce told reporters that this year’s "double 11", brands such as Perfect Diary, Wanzi Xinxuan, Little Odin, Pico Bear, DR.WU Darfu, Galenic French Colanli and EVE LOM all participated in the promotion. "In order to meet the needs of more consumers for beauty, the company has increased discounts and enriched its product matrix. For example, the perfect diary has a new series of wild leopard gold and brown cosmetics, and Odin Jr. and Betty Boop jointly launched a limited joint series of’ ‘90′ s spice girl makeup’. In the whole cycle of "double 11", in addition to cooperating with external anchors, the company’s own stores also added "the president came to the self-broadcast room" and "the star talent entered the self-broadcast room", and the frequency and duration of live broadcast increased, realizing 12-24 hours of high-frequency live broadcast interaction. "

"Domestic beauty brands have a lot of innovations in affordable makeup, from packaging, color to product promotion strategies, which have dazzled domestic consumers." Kong Sihan said that the young consumers who loved Korean makeup before turned their attention to domestic cosmetics, and Korean makeup will be transformed into mid-to high-end products in China market. For example, Amore Pacific has continuously launched high-end products such as Snow Show Anti-aging Series, IOPE Essence and Yueshi Fengyin Black Tea Essence.

Online competition will continue.

It is noteworthy that after "double 11", domestic and foreign beauty brands may rely more on online sales channels.

The relevant person in charge of Beiersdorf told reporters: "In addition to the promotion in major channels in the past, the company’s marketing department has also stepped up its efforts to promote social media frequently used by consumers such as Xiaohongshu and Tik Tok. Short video’ planting grass’, information flow and accurate crowd delivery are all constantly creating momentum for store activities. In terms of live broadcast, we have launched different product mechanisms in the live broadcast rooms of different platforms to attract more consumers. "

The person in charge of Huaxi Bio said that this year’s "double 11" Tmall beauty venue, two brands of the company entered the live broadcast room in Li Jiaqi, and at the same time, the traffic of their own live broadcast rooms was comparable to that of the head anchor. The cost of putting the brand into the live broadcast room can be controlled, which will not have much impact on the overall expense rate of the company. With the promotion of brand power, consumers’ active purchase behaviors such as name-calling purchase and window search have also made a stable contribution to the performance.

"Fighting for the head anchor and price reduction promotion are two things that beauty brands must do in double 11." The relevant person in charge of the marketing business of a domestic listed cosmetics company admitted to the reporter that at the promotion nodes such as "double 11" and "June 18th", most beauty brands invested more than one million yuan in marketing expenses. With the rising cost of online channels, the pressure on domestic beauty brands may be even greater.

"The price reduction space of domestic beauty brands is smaller. If beauty brands attract consumers with low prices as a gimmick as soon as they arrive in double 11, then after several similar promotions, domestic beauty brands will have to face the situation that there is no room for price reduction. The competition in the’ price war’ may not even be guaranteed, and it is impossible to continue to grow for a long time. " Kong Sihan said.

journalist | Yao Lifan

New Media of Beauty Headlines

2022 can be said to be a hot year for make-up. Make-up casualties, cutting-edge make-up brands, red people’s own brands, century-old famous beauty giants, have been smashed. In 2022, the financing of make-up brands also fell to freezing point, and no more than five make-up brands received financing.

Is makeup really not working? In fact, from the overall data, the market size of the makeup industry is rising year by year, and the sales volume is also rising continuously.According to Euromonitor data, the scale of China’s cosmetics market has reached 395.8 billion yuan in 2020, and the compound annual growth rate of China’s cosmetics market can reach 12.86% from 2011 to 2025.

At the same time, with the strong rise of the concept of "please yourself", the volume of makeup is also not to be underestimated. Search for "make-up" on the little red book, with related notes of 1.64 million+; The topic of Weibo # Makeup # has been discussed by 1.906 million people and read by 2.54 billion people. Tik Tok # Beauty # topic played 147.9 billion times, and # Makeup # topic played 7.88 billion times.

Recently, the major beauty market data reports are telling us that makeup is not "dying", justThe makeup track has quietly changed.To this end, Xiaobian will sort out the development trend of the makeup market from major data reports, look for new opportunities in the makeup market in 2023, and look forward to bringing business inspiration to the beauty industry in the new year.

01

Facial makeup has developed rapidly.

Refined demand leads to subdivision scheme

Affected by the epidemic, masks can never really be "taken off", and the various sub-categories of makeup are more obviously affected by this. According to the data of the National Bureau of Statistics, in 2022, the growth rate of cosmetics consumption slowed down year-on-year, especially the growth rate of online cosmetics consumption of eyes and lips declined most obviously, and the development potential of facial makeup products was highlighted, with the most outstanding pressure resistance performance among various makeup categories.

According to the data of "Consumption Trend of China Makeup Market in 2022" released by Baidu Marketing, Baidu makeup users’ attention to facial makeup and eye makeup continued to increase for two consecutive years, accounting for 46% and 15% respectively, while lip makeup users’ attention decreased, accounting for 34%.

According to the "Vientiane Tide -2022 Huge Engine Beauty White Paper" released by a huge number of calculations, the daily wearing of masks has reduced the heat of lipstick. At the same time, the nose shadow that highlights the outline and three-dimensional sense of the five senses and the blush that raises the color have ushered in a new heat, and the number of related videos has surged.

As consumers’ demands for product selling points become more detailed and concrete, the demand for each sub-category of make-up becomes different.

Taking base makeup products as an example, according to the function, base makeup products can be divided into three categories: basic base makeup, base makeup and fixed makeup. Basic makeup products are pre-makeup products, including pre-makeup milk and isolation; Priming products include foundation (including liquid foundation/cream, powder cake and BB cream) and concealer; Makeup products mainly include loose powder, honey powder and makeup spray. Besides,Base makeup products have gone out of many styles such as "skin care effect", "pure beauty" and "precise beauty".

02

Makeup sense, makeup, makeup effect

Become the main point of attracting users to make-up products

In the use of makeup, makeup is the key to connect products and makeup effects. The brand began to spend more thought and investment on the content of makeup education in order to effectively convey the brand style and product points. Therefore,Make-up feeling, make-up and make-up effect have become the main points to attract users of make-up products.

"Vientiane Tide -2022 Huge Engine Beauty White Paper" points out that makeup users are more accustomed to understanding the makeup feeling of products through search, video creators prefer to attract traffic with makeup, and makeup-interested users need to learn more about the makeup effect of products through videos. At present, users’ preference for makeup is focused on moisturizing and lasting; The preference of makeup shows a diversified trend; The user’s expectation of makeup effect mainly focuses on the sense of youth and atmosphere.

Therefore, with the help of customized makeup thinking, the brand helps consumers find a more suitable makeup feeling, makeup and makeup effect, in order to arouse more resonance.

It is worth mentioning that,At present, different types of make-up brands have different efforts on makeup feeling, makeup and makeup effect.. Judging from the changing trend of the number of videos with different makeup themes in Tik Tok, international brands have slowed down their investment in makeup sense, and the increment is more evenly distributed to makeup and makeup effect; Local traditional brands mainly promote theme videos related to makeup effect; Local cutting-edge brands have made great efforts in the second half of 2021. The theme video: The sense of makeup is the biggest segment that has been invested by various brands under these three themes.

03

Exquisite nude makeup, national style makeup, easy makeup imitation,

Cyber makeup is a hot concept trend of makeup.

Nowadays, the popular trend of the make-up market is changing with the upgrading of users’ cognition, and it is evolving in the direction of more personalization, scene and bolder coloring. Exquisite nude makeup, Chinese makeup, and atmospheric light makeup … makeup suitable for different scenes has become a hot spot. Brands can seize these nodes and hot spots, and focus on recommending some popular makeup-related makeup items to improve the topic and sales.

(1) Exquisite nude makeup

In the past two years, more and more beauty bloggers have made "original makeup" on the social media platform Amway, which is known as "pseudo-plain makeup", "nude makeup" and "plain water makeup". Such delicate and atmospheric nude makeup has become the mainstream of contemporary makeup. Naked makeup pursues natural and exquisite makeup and skin condition, and the base makeup suitable for skin characteristics is indispensable.

According to the data of Vipshop, the main trend of makeup in the station in 2022 is that the foundation is light and does not take off makeup, the eye shadow requires earth tone, the lipstick prefers moist and translucent, and the words "pseudo-plain face" and "atmosphere" become the main frequency.

(2) National Style Makeup

The rise of national style and tide has brought the popularity of Chinese makeup. From classical beauty to modern new Chinese style, from makeup collocation to Chinese aesthetic products, Chinese beauty has achieved new development in the field of makeup.

Internet big data shows that the attention of the national tide has increased by 528% in the past decade, and the popularity has also spread to the beauty industry. In the past year, the number of viewers of bilibili Guofeng Beauty Video under the age of 18 increased by 46% year-on-year. The most popular video types in this field are imitation makeup, anthropomorphic re-enactment of ancient paintings/cultural relics, creative makeup and tutorials.

(3) Easy makeup imitation

With superb makeup technology and creativity, as well as the content that is different from traditional beauty bloggers, the content of imitation makeup and easy appearance has effectively broadened the audience of traditional beauty videos. Leveraging hot people and paying tribute to classic themes has become a makeup explosion since 2021. According to the search behavior of Baidu users, cluster analysis shows that celebrity imitation makeup, online celebrity Big V imitation makeup and game heroine imitation makeup have a high degree of popularity.

(4) cyber makeup department

Contemporary young people’s attention to beauty is not limited to the present. They also aim at the futuristic cyber makeup system and express their imagination of abstract future such as meta-universe and bionics with makeup skills.

In the past year, bilibili’s futuristic makeup videos were sought after by many age groups, with the group aged 31 and above having the highest growth rate, reaching 584%, followed by the group under 18, with a 380% increase. The brand might as well jump out of the current trend, travel through time and space, and have a textual research or imaginary dialogue with another beauty.

04

Multi-purpose

Products are upgraded in the direction of reducing the difficulty of operation.

With the increasing penetration rate of makeup consumers, the makeup market has become more diversified, and more and more early adopters are eager to try. Cosmetic products are upgraded in the direction of reducing the difficulty of operation, so that novice parties can easily control them. At the same time,The multi-purpose and efficient makeup method lowers the threshold of makeup and faces more consumers.

Make-up with multiple purposes can be roughly divided into two categories:The first category, monochrome multi-purpose productsThat is, one color can be used for different parts, such as lipstick/blush for lips and cheeks, eyebrow pencil/eyeliner for eyebrows and eyeliner, etc. For example, Naiji stubborn lip and cheek mud can be used as lipstick, blush and eye shadow, which is equivalent to three colors;

The second type is to combine different categories into a comprehensive disk to form a multifunctional disk.For example, the two-in-one cosmetic & blush plate, such as Hua Xizi’s hundred birds facing the phoenix relief makeup plate, Kating’s golden finch’s slightly dyed blush plate, and Bellingham’s four-color high-gloss blush plate.

05

Component players enter the game

Cosmetics are increasingly skincare.

With the escalation of consumers’ demands for skin care, more and more makeup players began to pay equal attention to both ingredients and makeup, and the makeup products gradually upgraded from a single makeup function to a skin care function.

According to the "2022 Beauty Trend Insight Report" jointly released by Vogue Business in China and Tik Tok e-commerce, the content broadcast volume and search scale of skin-care makeup have been rising all the way, and consumers are paying more and more attention to the skin-care effect of base makeup, not only pursuing the effects of concealing and holding makeup, but also expecting to nourish the skin and even have more functions.

It is becoming a hot trend for functional ingredients to enter makeup.In recent years, brands at home and abroad have introduced new cosmetic ingredients, including hyaluronic acid, B5 essence, CE essence, water-soluble collagen, peptides, bosin and other skin care ingredients, as well as natural ingredients such as Ganoderma lucidum, aloe vera, peach kernel, ginseng and cordyceps sinensis.

According to CBNData and Yigrowth’s Insight Report on the Trend of Facial Makeup in the Post-epidemic Era, moisturizing is the most concerned effect when consumers buy skin foundation. With the makeup needs of people with sensitive muscles being continuously tapped, the makeup products specialized in sensitive muscles have begun to attract attention, and brands such as Beast Code and Supple Supple have appeared to develop makeup products for sensitive muscle users. Besides,Advanced skin care effects such as anti-aging and whitening are also the blue ocean to be explored in the base makeup market.

In addition, in order to meet the demand of the beauty market,Eye makeup also adds a variety of active skin care ingredients in time to achieve the purpose of combining makeup and nourishing.To further improve the added value of eye makeup items. For example, KISSME Slim Waterproof Eyeliner Pen uses five essences, including hydrolyzed collagen, panthenol, Swertia japonica extract, sodium hyaluronate and Rosa rugosa extract, to further alleviate the problem of eye Zhouyimin.

It is worth mentioning that,There is also a figure of "component party" among makeup experts.Compared with the past, the video content of "Make-up Composition Party" pays more attention to the composition analysis of make-up products, and even uses formula ideas to analyze the degree of makeup holding and skin friendliness.

06

Under the concept of sustainability

"Pure makeup" is more favored by consumers.

With the increasing emphasis on the concept of environmental protection and sustainability, as well as the improvement of cosmetic safety requirements, domestic beauty consumers have also begun to use "friendly makeup" and "pure makeup" that are healthy, harmless to the skin and friendly to the environment.

In the "Future Trends of Global Beauty Care in 2022" published by Mintel, it is mentioned that with the concept of sustainability deeply rooted in people’s hearts, 47% of China consumers are willing to upgrade their consumption for environmental protection, and they are willing to spend more money on environmentally friendly beauty/care products, and 85% of China consumers hope that famous beauty brands will have more innovative sustainable concepts.

At present, there are three main standards for pure make-up..First, do not add controversial chemical componentsAdvocate vegan safety and health;Second, refuse animal experimentsAdvocate "zero cruelty"; Third, the ingredients and even the packaging are environmentally friendly..

For example, Dewy Lab, the first pure beauty brand in China, claimed that it would not add any harmful and controversial harmful ingredients, and its products followed the standards of user-friendliness, life-friendliness and earth-friendliness. At the same time, the brand has also formulated the "DCBS purity standard". At present, more than 70 kinds of risk components in 10 categories have been eliminated, ensuring the safety of each product.

07

The trend of makeup rejuvenation is obvious.

The rapid rise of gender-free makeup

With the rapid development of Internet and society, consumers of Generation Z began to question the binary opposition market classification, and showed more interest in inclusive products with updated concepts. Mixed make-up products with wider categories and more color numbers also provided consumers of Generation Z with more choices.

It is mentioned in the "Vientiane Tide -2022 Huge Engine Beauty White Paper" released by the huge calculation.The interested users in the makeup industry are mainly women, but compared with last year, the proportion of male users has increased.; From the age point of view, the proportion of users aged 18-23 and over 50 years old has increased, and users interested in cosmetics have shown a trend of breaking circles in all ages.

Diversified aesthetics and a more open and inclusive social environment make men’s make-up and gender-free make-up a hot topic. According to the statistics of the new product library of Meiye Yan Research Institute, it is found that weakening gender, unlimited skin color, undefined, minimalist, pure and environmentally friendly packaging have become the key words for brands to create "gender-free" new products, and these labels are more likely to be recognized and appreciated by a new generation of young people.

08

The demand for makeup in sports scenes has been discovered.

High-strength sweat-proof makeup is favored.

"Exercise for two minutes and take a selfie for one hour." The self-deprecating realism of netizens reveals the preferences of young people who are keen to share their lives in various scenes. Their pursuit of beauty is everywhere, even in sports and social occasions. There are 13.69 million+notes on "sports" in Little Red Book. Besides common sports wear and sharing with practice, gym makeup teaching, sports beauty and grass planting have also become common.

At the same time,The sports+beauty marketing event also led to the upsurge of "sports beauty" products.Focusing on providing nursing solutions in the sports scene and solving skin problems that may be caused during exercise is becoming the next outlet.

Based on the Z generation’s love for sports and fitness, the demand for makeup in sports scenes has been discovered, and high-intensity sweat-proof makeup is more favored by them, and brands have also launched related products. For example, Clinique launched ClinqueFit series specially designed for sports, including cosmetics, loose powder, moisturizing cream and other products, focusing on high-strength sweat-proof performance, so that the skin can remain dry during exercise. Tarte, an American beauty brand, cooperated with Sephora to launch the Hustle&Glow series of sports beauty, including 12 kinds of products such as sunscreen, repairing capacity and high gloss, which is characterized by high color rendering, strong sweat-proof and waterproof functions.

09

Customized makeup is on the rise.

With the popularization of beauty education, beauty consumers are more and more aware of rational skin care for their own skin conditions. Similarly, with the increasingly diversified aesthetic trend of the makeup industry, consumers have more ideas on purchasing products. The makeup consumers in the new era are seeking exclusive and customized items.

According to market research company Mintel, nearly 50% consumers hope to get their own customized personalized beauty products, and the demand for personalized cosmetics is constantly increasing.

In view of consumers’ pursuit of individuality, brands will naturally not give up the opportunity to seize consumers and launch customized products and services.For example, Amore Pacific’s personal customization service "BESPOKE NEO" claims to instantly produce 150 air cushions and liquid foundations suitable for women’s skin color around the world through skin testing and one-on-one consultation.

It is worth mentioning that on November 10th, 2022, official website, the State Food and Drug Administration, issued the Notice of the General Department of the State Food and Drug Administration on the Pilot Work of Personalized Cosmetic Services, and carried out the pilot work of personalized cosmetic services in Beijing, Shanghai, Zhejiang, Shandong and Guangdong provinces (cities), and encouraged the pilot enterprises to carry out pilot projects in skin testing, product tracking and personalized skin care service programs around common cosmetics such as makeup and skin care. This means that the blessing of policies will accelerate the exploration and landing of customized make-up products.

10

Scene digitization

The brand began to create a new interactive scene of makeup.

With the emergence of NFT and blockchain concepts, brands have also begun to create new scenes of makeup interaction.Through virtual technology, online makeup test, experience the product effect, or combine the user experience with digital technology such as makeup art collection and rights binding, provide consumers with self-identity value beyond products and brands, and enhance user stickiness. The cumulative broadcast volume of #NFT topic on Tik Tok platform reached 1.17 billion times.

NFT is a digital asset verified by blockchain technology, which is irreplaceable, indivisible, easy to verify and unique. It is generally suitable for marking the ownership of specific assets. NFT includes art collections, rights and interests and virtual makeup. NFT has become a hot topic in recent two years.

In addition, many beauty companies and retailers began to base themselves on the development of blockchain technology and launched many experimental platforms and virtual spaces. Blockchain technology can clearly record every group of data information in the beauty industry chain. The unchangeable data is not only conducive to the traceability of beauty products, but also ensures that every link in the entire cosmetics industry chain is transparent and safe. It can also develop multiple virtual scenes, which opens up a richer imagination for beauty brands, brings subversive application scenarios to the beauty industry, and stimulates existing customers from the marketing perspective.

The above trend shows that with the continuous upgrading of young people’s beauty consumption mentality, consumers have different demands for make-up products.What the brand needs most is to find the right outlet, grasp the frontier trend of makeup, do its own market segmentation, accurately attack the pain points of consumers, and strengthen the technical barriers of products to bring consumers better products and experiences.

edit | Huang Youzhi

supervise the manufacture | Chen Shanhua