Text/Li Xianyue

World tourism destination is the embodiment of a country’s comprehensive strength. Analyzing the successful experiences of the world tourism destination powers/regions, such as Spain, Japan, the United States, Germany, Singapore, New Zealand, etc., and summing up their development measures can bring some inspiration for our province to build a world tourism destination.

Promoting the integrated development of tourism and multi-industries with the concept of grand tourism has become a common model for the development of powerful countries/regions in the world. The integration of American tourism with transportation, finance, education and equipment manufacturing provides a strong guarantee for the development of tourism. Perfect public service facilities such as the developed aviation industry in the United States have laid the foundation for social services; The advanced financial service system provides convenience for tourism investment and consumption; High-level education industry provides a large number of high-quality professionals for tourism, and tourism also feeds back the development of these industries.

In view of this, our province should adhere to the idea of "building a journey with literature and displaying literature with tourism", build the support of multi-industry inclusive development, work together, stimulate new kinetic energy, and jointly promote the construction of world tourist destinations.

Promoting the construction of world tourism destination with great strategic thinking

In 2003, Japan began to "build a country by sightseeing", and made it clear that sightseeing is the focus of policy support in the 21st century. The tourism industry continued to grow, and ranked first in the global tourism competitiveness in 2021. Spain has always placed tourism at the top of the national economic development strategy and strictly controlled the quality of tourism development, and its tourism industry has always maintained the top three in the global tourism competitiveness.

The provincial party committee and government attach great importance to strengthening top-level design and high-level promotion, which has formed a large-scale tourism work pattern of provincial and municipal linkage and departmental cooperation. From 2022 onwards, according to the concept of "holding a meeting and prospering a city", provinces, cities and States will hold a tourism development conference every year to build a "1+13" Hunan tourism development conference model. We should continue to increase policy support from the aspects of projects, finance, investment and financing, forest land use, talents, etc., and accelerate the construction of a world tourist destination.

Constructing the International Competitiveness System of World Tourism Destinations with Core Attraction

New Zealand has developed rich rural tourism products and local specialty commodities, and created a harmonious sharing space for rural quality life, animals and natural landscapes, giving full play to the core attraction of rural tourism. Spain has taken the initiative to meet the diverse needs of the international market and developed core products such as "coastal scenery", "rural tourism" and "cultural tourism", which is highly targeted.

According to the development requirements of "big tourism, big industry and big market", Hunan can fully explore and display the unique beauty of "antique, green, red and night" in Hunan, and create five business cards of "fantastic landscape, classic red, urban culture and urban leisure, historical culture and farming culture" to form the core attraction and make Hunan tourism popular all over the country and go global.

Building a livable and tourist-friendly service space for world tourism destinations with host-guest sharing

World tourist destinations often build livable and tourist-friendly service spaces through perfect basic service facilities, personalized services and in-depth participation of local residents, so as to realize host-guest sharing. For example, the rapid improvement of Japan’s tourism competitiveness is mainly due to the continuous improvement of aviation, hotels and other infrastructure, which guarantees tourists a comfortable travel experience in hardware facilities. Singapore put forward the slogan of providing five-star services for tourists, and built the whole country into a garden city, which not only fully satisfied the quality life of local residents’ eating and living, but also fully considered the tourists’ experience.

To build a world tourist destination, Hunan should strengthen the sense of sharing between host and guest, coordinate the daily leisure and holiday needs of local people and the multicultural tourism needs of foreign tourists, and let the broad masses share the fruits of cultural and tourism development. Empowering rural revitalization with cultural tourism, cultivating civilized rural style and promoting tourism to enrich the people; Enhance the city’s distinctive features with the concept of "integration of scenery and city, sharing between host and guest", carry out civilized tourism in depth, and implement the "action plan for tourists’ satisfaction in Hunan"; Comprehensively improve the tourism infrastructure with the concept of "travel is service" and build a smart platform of "one yard tour of Hunan". Take tourism as a happiness industry and constantly improve people’s sense of happiness and acquisition.

Implement comprehensive promotion and precision marketing strategy with the concept of big market

Improving the popularity and reputation of world tourist destinations requires the joint efforts of the government, industry, enterprises and the public. The powerful countries/regions in the world attach great importance to the brand building and value export of tourism image, and carry out comprehensive promotion and all-staff, whole-process and all-round marketing strategies in the face of the vast international market to continuously expand the influence of tourism destinations. Spain has a strong national marketing organization, and the government has set up a tourism promotion bureau to carry out precise marketing and maintain a good continuity and systematicness in the national tourism brand strategy.

Hunan should be integrated into the national "the belt and road initiative" major development strategy with a more open attitude, deepen international tourism cooperation, and make overall arrangements and organize tourism image publicity and product promotion around the tourism image brand of "Three Hunan and Four Waters Meet Hunan". Accelerate the internationalization of Hunan tourism in official website, and build a new pattern of "One Network No.4" new media matrix (official website, Wenlv Hunan, WeChat, Weibo, Tik Tok and Video). Hold Hunan International Cultural Tourism Festival, stabilize and encrypt the international routes of key Asian cities, open new intercontinental routes between Europe and America, open more direct flights to Africa, and strive to turn Changsha and Zhangjiajie into RCEP (Regional Comprehensive Economic Partnership Agreement) national regional transit hubs and gateway hubs to Africa, and build them into international tourism center cities as soon as possible.

(The author is the vice president and professor of the School of Social Development and Management of Hunan Women’s University. This article is a key scientific research project of Hunan Provincial Education Department (No.20A264).

# Winter Life Punch Season #

For most men, the age of 35 is undoubtedly a hurdle, and they dare not leave their jobs easily, because people over 35 are not friendly in the workplace.

Zhang Quanchao, a man from Jiangxi, is just 35 years old this year. What’s more unfortunate is that the company’s efficiency is not good this year. When it comes to company personnel optimization, Zhang Quanchao successfully "graduated".

Zhang Quanchao, who was unemployed at home, looked for two or three months, and his resume was as empty as a stone. So Zhang Quanchao returned to his hometown and started a "full-time dad". He was too busy at work before and had no time to accompany his children to grow up. Now he finally has time.

Zhang Quanchao exposed his experience as a "full-time dad" on the Internet. Unexpectedly, he became popular unexpectedly, and taking a baby to eat at home caused many people to watch.

Some netizens commented after reading it: "Funny and true. Like me, I have been taking care of my baby at home for two or three years."

Some netizens also ridiculed: "Bringing a baby is a technical activity. You have to bring a baby and cook, which is simply more tiring than going to work."

Some netizens commented: "Your food is both real and makes people feel a little sad."

What about Zhang Quanchao’s food? Let’s have a look together.

Dry-salted duck is one of the most common waxy foods in winter in Jiangxi, and it is deeply loved by local people. Every year around December, Jiangxi people will marinate fresh ducks in salt and white wine, and then dry them into dry-salted ducks.

This dried salted duck is pickled and dried by Zhang Quanchao himself, and it tastes very good. Cut the dried salted duck into pieces, then put it in a pot and steam it directly to eat.

Jiangxi people don’t need to put other seasonings in eating dried salted duck. It is very pleasant to eat dried salted duck and rice directly. Zhang Quanchao also put dried radish and dried plum in the bowl, which tastes rich and memorable.

Fried cabbage stalks are one of Jiangxi people’s favorite vegetables in winter. No matter in supermarkets or vegetable markets, cabbage stalks can be seen everywhere.

Clean the stem of cabbage, then cut it into pieces, drain the water, add a little pickled pepper when frying, stir-fry it together, it is spicy and delicious, and it is very delicious. Zhang Quanchao’s family loves it.

His wife went out to work before dawn. After getting up, Zhang Quanchao needed to make milk for the children and prepare breakfast food. After the children finished breakfast, Zhang Quanchao took the baby to the vegetable market to buy food.

In winter, the most common vegetable in the vegetable market is cabbage strips, which is also one of his wife’s favorite dishes. Zhang Quanchao selected a bundle of fresh cabbage strips and cleaned them and drained them after returning home.

At 11: 30 noon, Zhang Quanchao put the child on the baby chair, and then began to stir-fry. He put oil in the pot and garlic in it. Then he added cabbage strips to stir-fry with fire, added salt and a little oyster sauce to taste, so that the fried cabbage strips were not only loved by his wife, but also the children occasionally ate two bites of green vegetables.

Stir-fried meat with mushrooms is a favorite dish of Zhang Quanchao. Put fresh mushrooms in water, add a little salt and flour, and let them soak for half an hour to remove pesticide residues.

Then clean the mushrooms, cut them into pieces, put the oil in the pot, first put the pork in the pot and stir-fry them, then pour the drained mushrooms into the pot and stir-fry, add a little pickled pepper and garlic, and stir-fry them continuously with high fire to taste.

Although the fried mushrooms are dark in color, they still taste very good. They taste salty and delicious, especially suitable for rice.

Nowadays, his wife goes to work early and goes home late every day, and Zhang Quanchao has become a "full-time dad", who is responsible for three meals a day at home, washing and cooking, and taking care of the baby. For this kind of life, Zhang Quanchao enjoys it very much. It is a very happy thing to watch the child grow up little by little every day.

What do you think of this?

Give a rose, the hand has a lingering fragrance,Like to forward good luck.May you have unexpected luck and sudden joy.

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What’s the difference between people who keep exercising and those who never exercise? Many habits have no difference for one year or two years, but there is a big difference if they persist for many years.

Health times chart

1. People who keep exercising-muscles age slowly.

"Time and tide wait for no man, old legs are a prophet". At the age of 25, the muscles are tight, but at the age of 65, they become "streaky". When people enter old age, they obviously feel that their legs and feet become awkward.

"Aging can be resisted by exercise, and muscle is the best evidence." Professor Zhu Weimo, an academician of the American Academy of Sports Sciences and a doctoral supervisor of the University of Illinois in the United States, introduced in 2021 that the upper, middle and lower three photos are cross-sectional scans of the thigh muscles of a 40-year-old triathlete, a 74-year-old sedentary person and a 70-year-old triathlete. The ratio between the above picture and the following picture tells us that insisting on exercise can be 30 years younger; The ratio between the middle picture and the lower picture tells us that the dimensions of thighs can be basically the same, but the "content (fat vs muscle)" inside is quite different!^①②

Transverse scan of thigh muscle. Figure from Academician Zhu Weimo

Regular exercise for the elderly can continuously maintain the strength of leg muscles, delay the loss of muscles and their bone mass, and improve the cardiopulmonary and vascular functions.^③. However, many elderly people’s joints are not very good. It is best to choose gentle projects such as walking, jogging and swimming, and do what you can.

2. People who insist on sun protection-skin is younger

People who can protect themselves from the sun are younger! Ultraviolet rays in the sun will not only leave "sunburn" on our skin, but also accelerate the formation of wrinkles and make people aging.

The picture below is a photo published in the New England Journal of Medicine. A 66-year-old man’s face is close-up. The right side of his face looks like he is in his 60s, but the left side of his face is very old, and his skin is severely saggy and covered with rhombic wrinkles. He looks like he is over 80 years old.^④The old man is a milkman. He has been driving a truck to deliver milk every day for nearly 30 years, and his left face is leaning against the window. He has been exposed to the sun for a long time.

Picture from New England Journal of Medicine

Photoaging is an important cause of skin aging. Usually, we should do a good job of cleaning, moisturizing and sun protection, especially paying attention to sun protection. Not only in summer, but also all the year round. In addition, in summer, you can use not only chemical sunscreen such as sunscreen, but also physical sunscreen such as parasols and sun hats.

3. People who adhere to a healthy diet-blood vessels are younger

If the diet is high in oil and salt, blood vessels will age and block in advance. According to Fujian Health Daily, 30-year-old Mr. Zhang (pseudonym) went to the Cardiovascular Department of the First Affiliated Hospital of Fujian Medical University for chest pain. The examination showed that chest pain was due to cardiovascular blockage, and finally he had to be treated with stents and drugs. The doctor learned that Mr. Zhang often eats high-oil and high-salt foods, and the fish he eats far exceeds the normal intake standard per capita, and he often eats fat meat and pickled meat products.^⑤

In order to have good blood vessels, the diet should be light, that is, less oil, less sugar and less salt. At the same time, more beans, whole grains, nuts, fruits and vegetables should be added to the diet. A study published in the European Heart Journal in July, 2023, involving nearly 250,000 participants, showed that eating enough six healthy foods (fruits, vegetables, nuts, beans, fish and full-fat dairy products) can promote cardiovascular health and prolong life.^⑥

4. People who insist on not smoking-the lungs are younger

In the "Research on Lung Aging and its Intervention" published in 2019, it is mentioned that before the age of 20, the lung is growing and mature. 20~25 years old to reach the best state. Lung function declines with age.^⑦Generally, by the age of 40, lung aging will accelerate.^⑧

And long-term smoking, lung function decline will also accelerate, prone to poor breathing and so on. In 2020, according to Changsha Evening News, a study tested the lung age of 110 asymptomatic smokers, accounting for 93.6% of them, with an average age of 48 and an average lung age of 59. In other words, the average lung function of smokers has aged 11 years.^⑨

5. People who insist on going to bed early-their brains will be younger.

Many people will feel that their brains can’t turn after staying up late. A study published in the Journal of Neuroscience in 2023 found that for people who stayed up all night, machine algorithms judged that their brains were 1-2 years older the next day.^⑩?

Although after a night’s restorative sleep, the brain age judged by the machine is consistent with the normal time. However, this may remind the "night owl" that once there is a situation of staying up for one night, the brain will get old in an instant the next day. This change does not need to be accumulated and will happen overnight.

In addition, in the long run, staying up late will lead to cognitive impairment and increase the risk of Alzheimer’s disease. Insist on going to bed early and ensuring adequate sleep, which will help the brain to stay energetic and young.^??

This article is synthesized from:

①2021-05-03 Academician Zhu Weimo, "Will squat exercises thicken thighs?" -Listen to Academician Zhu’s "It’s possible, but"

②Live strong and prosper: the importance of skeletal musclestrength for healthy ageing.Biogerontology. 2016 Jun; 17(3):497-510. doi: 10.1007/s10522-015-9631-7.

③2017-05-12 Health Times "There is a coup to prevent old people from getting old first"

④ On June 8, 2012, Southern Metropolis Daily "Right Face 66 Years Old and Left Face 86 Years Old"

⑤2023-07-13 Fujian Health News "Eating meat has increased nearly 10 times in 45 years! Studies have confirmed that the more meat you eat, the greater the risk of cardiovascular disease and diabetes.

⑥Andrew Mente,et al.,(2023). Diet, cardiovascular disease, and mortalityin 80 countries. European Heart Journal,DOI: 10.1093/eurheartj/ehad269.

⑦ Kok Chung Hou, Zhang Jianqing, Suresh Kumar. Study on lung aging and its intervention [J]. Geriatrics and Health Care, 2019,25(06):692-694.

⑧ May-December, 2011 Health Times "Proving the timetable of organ aging"

Pet-name ruby 2020-07-07 Changsha Evening News "49-year-old man’s lung age is actually 83 years old. Experts remind: six tricks to keep the lungs young and healthy"

⑩Total sleep deprivation increases brain age prediction reversibly in multi-site samples ofyoung healthy adults. J Neurosci (2023) DOI: 10.1523/JNEUROSCI.0790-22.2023.

2023-03-01 Academic Jingwei "Staying up late is harmful overnight, and your brain can be instantly" old "by two years! But it can be remedied. "

?Gretchen T. Clark et al., (2022) Circadian Control of Heparan Sulfate Levels Times Phagocytosis of Amyloid Beta Aggregates. Plos Genetics Doi: http://doi.org/10.1371/journal.pgen.1009994

?Wang Z, Chen WH, Li SX, et al. Gut microbiota modulates the inflammatory response and cognitive impairment induced by sleep deprivation. Mol Psychiatry

(Health Times)

In the new journey of comprehensively promoting the great rejuvenation of the Chinese nation with Chinese modernization, the most arduous and arduous task is still in the countryside. We must take multiple measures and take a multi-pronged approach. At the same time, we must strive to promote the integration of Chinese excellent traditional culture into the whole process of rural revitalization, and create a new field, a new model and a new rural style for the creative transformation and innovative development of Chinese excellent traditional culture.

First, deeply understand the significance of integrating Chinese excellent traditional culture into the whole process of rural revitalization.

Continue the Chinese context and promote the creative transformation and innovative development of Chinese excellent traditional culture. Adhering to the combination of Marxism and Chinese excellent traditional culture is another ideological emancipation, and it is also the basic principle and important method for Marxism to keep pace with the times and innovate and develop. The national conference on propaganda, ideological and cultural work clearly put forward the major requirements of "seven efforts", one of which is "to continue the Chinese context and promote the creative transformation and innovative development of Chinese excellent traditional culture". In the process of rural revitalization, the organic integration of Chinese excellent traditional culture into rural production, villagers’ life and rural environment construction can vividly show the vitality, times and practicality of Chinese excellent traditional culture, so that it can be highlighted in the broad field of rural revitalization.

Make overall plans to promote the construction of material and spiritual civilization in rural areas. Since the reform and opening up, China has persisted in liberating and developing productive forces through continuous and in-depth reform and development, which has effectively improved the level of economic and social development in rural areas. The strategic goal of building a well-off society in an all-round way in 2021 was a complete victory, and the Chinese dream of realizing the great rejuvenation of the Chinese nation was a decisive achievement. Stepping into a new journey and realizing rural revitalization in the new era, we should not only continue to liberate and develop productive forces, but also further promote the construction of spiritual civilization in rural areas, especially carry forward and develop Chinese excellent traditional culture and nourish the construction and development of rural areas with Chinese excellent traditional culture.

Help improve cultural soft power. The competition among countries in the contemporary world is becoming increasingly fierce. In addition to the contest of comprehensive national strength, countries are paying more and more attention to the effectiveness of cultural soft power construction. The promotion of cultural soft power should not only look outward and absorb the advanced cultural factors of the world, but also adhere to the subjectivity of domestic culture and carry forward and inherit the excellent traditional Chinese culture. At present, there are still 36% rural population in China, and 70% of the country’s tourism resources are distributed in rural areas. Many objective factors determine that the promotion of cultural soft power must pay attention to the construction of rural civilization. Promoting the integration of Chinese excellent traditional culture into the whole process of rural revitalization will help to enhance the subjectivity of Chinese civilization, show the traditional factors of Chinese civilization on the vast rural land, and enhance the people’s self-confidence and pride in Chinese civilization.

Second, the principle of promoting the integration of Chinese excellent traditional culture into the whole process of rural revitalization

Clear goal orientation. Integrating Chinese excellent traditional culture into the whole process of rural revitalization aims to unite people, gather strength and stimulate kinetic energy with Chinese excellent traditional culture, promote rural development to a higher level, help rural revitalization through cultural empowerment, promote all villagers to achieve common prosperity, narrow the gap between urban and rural areas, and promote urban-rural integration. Chinese civilization is profound and has a long history, including China people’s moral cultivation, food, clothing, housing and transportation, etc., and the outstanding factors are extracted and condensed, forming an excellent Chinese traditional culture. The values such as serving the public, serving the people as the foundation of the country, governing by virtue, innovating from the old, appointing people on their merits, integrating nature with man, striving for self-improvement, respecting virtues and carrying things, and caring for people and neighbors are the latest refinement and summary of the essence of Chinese excellent traditional culture. Integrating Chinese excellent traditional culture into rural revitalization means integrating the above-mentioned core contents into rural industrial development, cultural continuity, ecological protection and other aspects to promote the all-round improvement of rural construction.

Adhere to organic integration. Integrating Chinese excellent traditional culture into the whole process of rural revitalization is not simply copying the central policy, nor can it be simply and superficially embedded. Instead, we must thoroughly understand the essence of Chinese excellent traditional culture, grasp the essence, and strive to promote the comprehensive and systematic integration of Chinese excellent traditional culture into rural construction, adhere to the combination of direct embedding and infiltration, and make efforts in the layout of cultural tourism industry, the promotion of regional characteristics and the integration into the daily life of villagers. We will organically integrate Chinese cultural symbols into all aspects of rural production and life, so that villagers can fully perceive the importance and practicability of Chinese excellent traditional culture in their daily life, communication and sharing, and strive to build a beautiful countryside that inherits Chinese civilization, is full of historical connotations, is full of vitality and shows its unique charm.

Adhere to integrity and innovation. Adhere to the guidance of Marxism, vigorously carry forward the socialist core values, and promote the creative transformation and innovative development of Chinese excellent traditional culture in light of concrete conditions; It is necessary to combine the needs of the development of the times, dialectically absorb and comprehensively examine traditional culture, persist in facing the public and serving the people, and absorb the contents that are beneficial to the construction of socialist spiritual civilization; We should carry out cultural exchanges with a broad vision and an open mind, be good at drawing lessons from and absorbing the outstanding achievements of human civilization, persist in taking me as the mainstay and serving us, be good at absorbing in identification and digesting in absorption, and promote the Chinese excellent traditional culture to obtain rich nutrition through exchanges and mutual learning.

Third, the path to promote the integration of Chinese excellent traditional culture into the whole process of rural revitalization

Integrate into the whole process of rural industrial construction. Rural areas are vast and rich in natural resources, cultural resources and biological resources, which have unique advantages in the development of cultural tourism industry. It is necessary to give full play to the advantages of rural location and natural endowment, especially to strengthen the development of cultural tourism resources, deeply explore and explain the unique human history of the region and the village, explore the people-oriented ideas, public morality concepts and self-cultivation methods contained in local historical and cultural allusions, deeply develop and carefully design summer students’ summer camps, research activities, theme cultural festivals, etc., strengthen publicity through the Internet, and strive to turn green mountains and green hills into Jinshan Yinshan, and turn heavy history into development momentum; It is necessary to publicize and carry forward the culture of rural sages, extensively contact and convene rural sages, gather together for unity and development, encourage rural sages to make suggestions and suggestions for rural development, guide rural sages to invest in industries and develop their careers, and inherit the fine tradition of "returning to the roots" and "not forgetting their homeland"; Absorb the positive factors of "Tao, law and nature" and "harmony between man and nature", strengthen ecological environment protection in landscape design, ecological industry layout and traditional village protection, and realize the harmonious coexistence between man and nature.

Integrate into the whole process of villagers’ production and labor. Productive labor is an important aspect of rural life. Efforts should be made to promote the integration of Chinese excellent traditional culture into villagers’ daily productive labor life and guide rural people to deeply understand the important value of Chinese excellent traditional culture. In the process of rural construction, it is necessary to strengthen the propaganda and education of positive labor concept, guide villagers to establish the concepts of the most glorious, noble, greatest and most beautiful labor, and promote the formation of a correct labor concept of respecting labor, learning advanced and striving hard; It is necessary to dig deep into the historical allusions of self-improvement, hard work and unremitting struggle, set up a typical figure who strives for Excellence, pursues Excellence and creates first-class in practice, and strive to guide villagers to stand on their own feet and strive hard; It is necessary to strengthen labor education, focus on cultivating an environment that advocates labor, cultivate villagers to develop good habits of loving labor, hone the will quality of hard work, and forge the fine conduct of honest work.

Integrate into the whole process of building a good family style for villagers. Family is the most basic cell in society and the most stable unit in rural areas. The construction of excellent family style is closely related to every villager. Integrating Chinese excellent traditional culture into family style construction will help the villagers deeply perceive the vitality of Chinese civilization in their daily lives. Family virtues in the new era should adhere to respecting the old and caring for the young, equality between men and women, harmony between husband and wife, diligence and housekeeping, and mutual assistance among neighbors, strengthen publicity on family virtue story, and guide villagers to attach importance to family construction, family education and family style cultivation; Systematically sort out the fine family style, family rules, family training and village rules and regulations handed down from generation to generation in the local area, and make a new interpretation in combination with the development of the times; Repair and maintain local ancestral halls, and carry out family style education in combination with traditional festivals such as Spring Festival and Mid-Autumn Festival. Build cultural walls, cultural rooms and cultural squares in rural public spaces, carry out hand-painted graffiti and image design, and strengthen the publicity of famous works and classic works of family style such as "Ode to a Wanderer" and "Family Instructions of Zeng Guofan"; Concise the key indicators of family style construction in the new era, such as respect, equality, filial piety, unity, harmony, incorruptibility and diligence, and regularly carry out and select "the most beautiful family" activities.

Author: Zhang Xing, lecturer, doctor, School of Marxism, Central South University for Nationalities, Research Center for Ideological Education of Minority Students.

Fund Project: The phased achievement of the special fund project "Research on Central Legislation for Promoting National Unity in the New Era" (CSPT23016) for the basic scientific research business expenses of the Central University of South-Central University for Nationalities in 2023.

Source: Guangming Net

Mammoth ball is a favorite activity of many people now, which is very helpful to all aspects of the human body, especially for women who lose weight. However, many people don’t know much about the benefits of playing badminton, so when choosing this sport, they need to know it well, so that they will know how to use it when choosing it.

What are the benefits of playing badminton? The following is a detailed introduction, which makes you have a good understanding of this kind of problems, and when you choose, you can also do it with confidence without any harm to your health.

Advantages of playing badminton:

(1) It is often necessary to inhale oxygen in a big way, especially after more beats and mutual mobilization, which is conducive to increasing vital capacity.

(2) Frequent explosive and changeable movements increase the flexibility and adaptability of the heart and joints.

(3) The pace should be orderly, and the hands and feet should cooperate to increase your overall coordination.

(4) Always catch the smash ball and the changeable ball, and take into account the position of your partner to play, and cultivate the flexibility of your eyes, that is, the ability to see all directions and listen to all directions.

(5) It is easy to cultivate feelings, learn skills and be very much in love, which is why there are so many couples on the badminton court.

(6) Cultivate you to spend money healthily, and don’t spend money on various bad hobbies such as eating, drinking, whoring and gambling.

(7) Be competitive and cultivate your indomitable spirit of never giving up until you reach your goal.

(8) Suitable for all ages, strong and weak. Strong opponents, you can learn; Even, playing happily; If your opponent is weak, you can practice your placement, skills and self-improvement.

(9) Addictive, always want to fight. Save yourself the trouble of lacking perseverance in order to "keep exercising".

Through the above introduction, I have a good understanding of the benefits of playing badminton, so it is a good choice for such sports. However, it should be noted that this exercise also needs to be carried out persistently, which will be very helpful for losing weight, and it is also best to have a proper rest after this exercise.

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Swimming and fitness, find out!

But do you really know enough about swimming?

As a qualified swimmer, you should not only have some opinions on technical movements, but also know a thing or two about swimming.

If someone asks you: Why is the fourth lane of swimming competition called the champion lane? Are you a little embarrassed that you can’t answer?

OK, today we are going to popularize some knowledge other than swimming skills and movements to help you "practice both inside and outside".

As we all know, the standard pool is 50m, and the semi-standard pool is of course 25m.

The width is 21 meters, while the Olympic World Championships require a width of 25 meters and a water depth of more than 1.8 meters. There are 8 lanes, each with a width of 2.5 meters, and the side lanes are added with 0.5 meters.

Both the standard pool and the semi-standard pool will be used as swimming pools, and the standard pool will be used in the world competition, while the world short-course championship will be held in the semi-standard pool.

The results of short-course swimming competition are faster than those of standard pool competition, because there is a speed blessing of turning and pedaling every 50m.

A soft rope with a pennant will be hung at both ends of the standard swimming pool. Generally, there will be brand words or logo on the flag, and many people may think it is an advertising flag.

In fact, it is called the 5-meter flag, which is set at both ends of the pool 5 meters away from the edge of the pool. Its function is to help backstrokers refer to the distance to the edge.

When you see the 5-meter flag, you will know that you are coming to the edge, and you can prepare to turn around or sprint. It acts as a reference.

Most swimming pools have a long black line at the bottom, which is the lane marking line.

At the bottom of the 50-meter-long pool, the lane marking line is 46 meters, and both ends are 2 meters away from the pool wall; There is a symmetrical horizontal line at both ends, which is 1 meter long, 0.2~0.3 meters wide and perpendicular to it.

The whole standard line is I-shaped, which reminds athletes to adjust their distance and turn around and pedal the pool wall.

The swimsuits and swimming trunks of the top players in the international arena are very expensive. The fiber products made of shark skin swimsuits can effectively reduce drag, and the price started at 5 figures, and then they were banned.

Today’s big brand "technology model" competition swimsuits are also between 3K and 5K, while hundreds of ordinary competition models don’t have much technology content.

Is such an expensive swimsuit because of its good quality and durability? Not really!

On the contrary, the service life of this kind of swimsuit is very short, and it will be invalid after about 10 times. The invalidation here is not broken, but its drag reduction performance and effect are greatly reduced.

The reason why it is expensive is that it can help athletes physically reduce drag in water. Through special materials and design, the resistance can be reduced by 1%-3%. Don’t underestimate this value, which is a matter of life and death in a short-distance race with a decisive victory of 0.01 seconds.

Fans who often watch swimming competitions should find that professional athletes wear two swimming caps.

First of all, the goggles of professional players are worn inside the swimming cap, which can avoid the swimming goggles from drifting into the water when diving.

Wear an extra layer of swimming cap to completely cover the first layer of swimming cap to reduce the resistance between the head and the water.

It says that the standard pool is 50m and 25m, but it will grow a little when the pool is actually built. Because electronic timing is used in professional competitions, it is necessary to install electronic timing boards on the walls of both ends of the pool, and the timing boards are thick, so it is necessary to leave room for installation. After installation, it will be 50m or 25m.

When the goggles are used for a period of time, the anti-fog layer will fail, and many people are troubled by the fog of the goggles in the water.

It’s a waste to get a new one so quickly. Many fans will buy antifogging agents, while professional athletes rely on licking.

There is something called atrial natriuretic peptide. When you swim, your body is squeezed by water, the veins of skin epidermis contract, blood flows back to your heart, the amount of effort increases, and the atrial wall is involved, so atrial muscle cells will release natriuretic peptide.

Atrial natriuretic peptide reaches the kidney through blood circulation, which will increase the generation of urogen, reduce the reabsorption of water by the collecting tube, and finally increase urine.

Therefore, when we are swimming, we often have urgent urination. Please go to the toilet!

Animals excrete in public places!

Most people in China learn to swim from breaststroke, and the initial breaststroke is really easy to learn and get started quickly.

However, the technical requirements of breaststroke in real competitive competition are very high, and there are many doorways in every movement of the wave frog. All professional athletes will tell you that breaststroke is the most difficult to swim.

Comparing the enlightened flat frog with the wave frog, it can be said that they are two completely different systems.

When professional players train, if they swim in line, no one wants to swim first, because it will be easier to swim with the front.

There will be a vortex behind the swimmer in front, and the swimmer in the back can catch the Shun Feng wave and follow the target reference at the same time, so it is more labor-saving to swim.

It’s like a leader in track and field and a broken bike, but my friends behind me, don’t touch my feet, okay?

There is really no need for a coach to get into the water except the initial stage when beginners learn to swim.

When you can’t swim, the coach needs to get into the water to ensure your safety, and at the same time give you a sense of psychological security and take you to experience the interaction with water.

When you start to control in the water, the coach will do the opposite.

Because you can’t observe all the movements of your body in the water, it is not conducive to helping correct mistakes.

At the same time, the coach’s demonstration underwater is not as accurate and clear as that on the shore, and the demonstration on the shore can also let you see clearly what part of yourself is wrong.

So, don’t complain about your coach’s lack of professionalism or professionalism because he doesn’t go into the water. You invited a coach, not an escort.

A few days ago, a fan said very ostentatiously: We change water in the swimming pool every week!

I just laughed and didn’t talk.

Change the water every week, and the boss is afraid to pay for it!

Nowadays, swimming pools have a circulation system, which filters the water outlet, discharges it at the water inlet, and circulates all the time to purify the water quality.

At the same time, regular drug precipitation, bottom absorption, and removal of impurities in water.

When it comes to changing water, it’s good to change it every six months, but it won’t all be changed, half of it will be taken away and half will be changed.

All water changes basically occur in the overhaul of swimming pools or seasonal closure.

Professional swimmers are basically five or five bodies, with long upper body and short lower body.

The basic requirement is that the arm span exceeds the height. The arm is like a boat’s sculls. The longer the arm, the longer the stroke distance, and the better the effectiveness.

Short legs (of course, not really short) can reduce the gravity of lower limbs and make the body better in the water.

Web swimming is a kind of swimming style in which you can kick the butterfly leg underwater without breathing.

A formal Asian Games event, but flipper swimmers didn’t practice flipper swimming from the beginning, and basically swimmers switched to other events to practice.

There are many options for swimmers to change events, such as triathlon, modern pentathlon, fin swimming, water polo and kayaking.

Many fans always complain that the temperature of the heated swimming pool is too low in winter, and they wish it could be more than 30 degrees.

The most suitable temperature of the fitness constant temperature pool is between 24 and 28 degrees. If the water temperature is too high, the body will collapse and the heart burden will increase during exercise, which is not conducive to health.

The water temperature in the swimming pool where professional athletes train will be lower because the exercise intensity is greater.

If you feel cold, don’t stand and chat, and this is not the place to take a bath.

The strength training of swimmers is very important, but it is seldom done.

The types of muscles developed by iron are not the same as those developed by swimming. Simply put, iron for body-building and bodybuilding produces massive hard muscles with great strength, while swimming needs strip soft muscles with better elasticity.

This point can be clearly found when we observe swimmers. They don’t have the big muscles of weightlifters, but they are all strip muscles with better lines.

Swimmers’ strength training is more of a resistance type, such as pulling confrontation exercises such as tensioners.

It is true that practicing swimming in adolescence can increase your height.

During the development of bones, the technical movements of swimming have been lengthening your body, such as the forward extension of freestyle and the forward slide of breaststroke.

Bones promote growth in repeated stretching movements. Similarly, basketball is the same, jumping and stretching.

But the weight loss effect of swimming is very general, and our article also talked about it separately before:

Although you don’t lose weight, the shaping effect is leverage!

For swimming, physical fitness accounts for 20%, and technology accounts for 80%.

Therefore, to learn swimming, we should first practice the technical movements, and then swim faster and faster by improving our physical fitness.

If you only pay attention to the growth of physical fitness and ignore the most fundamental technical movements, then your stage will be very small, your physical fitness will be limited and your skills will be infinite.

Physical fitness can be improved through silly practice, but technical movements can’t be done by swimming all the time.

The common waterline in swimming pools is not only used to separate swimming lanes, but also a designed wave breaker.

The function is to prevent water waves from forming bubbles and turn the swimming pool into a bubble pool.

Swimmers shave their hair, not just under their armpits, but all over.

This is to reduce the resistance in the water, which is said to be 2%. Professional athletes have done their best to reduce the resistance!

Why is the fourth lane the champion lane?

The final lane arrangement of swimming competition is set according to the preliminary or semi-final ranking.

Preliminary ranking: 1 2 3 4 5 6 7 8 corresponding

Lane arrangement: 4 5 3 6 2 7 1 8 lanes

The first place in the preliminaries will compete in lane 4, and the chances of winning the championship are higher, so it is called the championship lane.

1 and 8 are side roads, which will be affected by water waves bouncing back to the pool wall.

The individual medley, whether it is 200m or 400m, is ranked by butterfly and frog.

However, the four events of medley relay are ranked as the butterfly from the frog.

Because you need to consider starting in the water of backstroke.

In competitive swimming competition, triathlon recognized by professional athletes is: 200m butterfly, 400m medley and 1500m freestyle.

The physical energy consumption of these three competitions is very large, which is a limit test for athletes’ physical energy.

The training of these three major athletes is very hard. Here, we applaud veteran Sun Yang!

I tried my best to sum up the above knowledge about swimming for everyone. Maybe you know it, but there are definitely things you don’t know. Knowing more is also convenient for you to pretend … Sorry, it can also make you a more qualified and comprehensive swimmer!

Are you knowledgeable today?

Less than two years after becoming the darling of capital, the beauty collection store seems to have ushered in a collective retreat. Recently, it is reported that the beauty collection store brands THE COLORIST Colorist, WOW COLOR and Black Hole have all closed their stores to varying degrees in the near future, and some brands even reported that the proportion of closed stores was as high as one third. Although none of the above three brands have any formal response to this, the reporter from Nanduwan Finance Society learned from the insiders that since the beginning of this year, the three major beauty collection stores have indeed been related to store actions, but some of them were temporarily closed due to the epidemic, and some were permanently closed. At the moment when the epidemic situation is repeated, the beauty collection store is no longer considering scale expansion, but stopping losses in time and optimizing costs.

In addition, many beauty collection stores began to increase the proportion of skin care products, in order to counter the situation that the overall sales of cosmetics have slowed down since the epidemic. The beauty collection store, once thought to be a business model that can break the ceiling of a single-brand beauty store, seems to have reached a somewhat embarrassing situation in less than two years. After the industry "tide" fades, does the collective store model really work?

The early mode was too "heavy", and the store was closed in time to reduce the burden.

Compared with the blitzkrieg when the store opened in the second half of 2020, the closing behavior of beauty collection stores is more like a "quiet" protracted war. At the beginning of July, many consumers suddenly found that THE COLORIST had closed most of the stores in Beijing, and the only one left was in a state of suspension. In fact, in the past year or so, WOW COLOUR and Black Hole, two major collective store brands, have also closed a number of stores and withdrawn from some cities.

The reporter from Nandu Bay Finance Society learned from various brand owners and industry investors that the overall proportion of colorists who were told to close stores in a large area was around 10% ~ 15%. Affected by the epidemic prevention and control policy, Beijing is indeed a city with more closed stores, while others are closed to a small extent. On the whole, some closed stores were completely withdrawn due to the influence of the passenger flow in their shopping malls, but some closed stores were reopened after the local epidemic situation improved and the passenger flow resumed, and some closed stores were adjusted and upgraded.

In addition, according to franchisees, WOW COLOUR has actually been adjusting its store opening strategy since 2021. At present, dozens of stores have been closed, and there are still more than 100 stores that are still open. "It is mainly to close the shops that have problems in the return on investment due to the unsatisfactory site selection in the early stage. Some of them are closed by several shops that a franchisee is responsible for, and they will be closed together." The franchisee said that WOW COLOUR has now reduced the area of the main store to about 150-200 square meters, and is no longer blindly "seeking the big and the perfect" as before.

Black hole, which has a small shop base and focuses on "one city, one store", issued a notice to temporarily close five stores in early April this year, including Harbin, Chengdu, Hangzhou and Shanghai, and Chengdu Chunxi Road Store resumed business. Nanduwan Caishe reporter learned that some of the five closed stores were business adjustments, while others were permanently closed.

But at the same time, the black hole has recently landed new stores in Xi ‘an and Guangzhou. On the whole, the number of black hole stores maintains a relative dynamic balance. At present, there are 11 stores in official website, including 9 cities including Chengdu, Guangzhou, Harbin, Hohhot and Nanjing.

Some investors told Nanduwan Caishe reporter that since the beginning of this year, similar new consumer brands have closed their stores to a certain extent, in order to reduce costs and increase efficiency to the greatest extent, and stop the unprofitable stores in time, thus improving the overall resilience and risk resistance of the business. "Especially this kind of offline beauty collection store, in the early days, in order to pursue high face value, the decoration cost was very high, and it also pursued a large area, which became a common problem in the industry. Now it seems that it is not necessarily the right path."

BA return, the service is to increase the repurchase rate first.

As early as 2020, when the beauty collection store model was the hottest, almost all brands were overweight the layout of offline stores. At that time, the colorist set a goal of opening 500 new stores throughout the year, and WOW COLOUR set a goal of opening 600 stores throughout the year and breaking a thousand in the next year. Many brands are "enclosure" in the core business district of the core city regardless of cost. However, at present, most beauty collection stores have not achieved the original goal of opening stores.

Some investors said that the influencing factor that can’t be ignored at present is that the passenger flow of offline stores is almost halved, especially in the first-tier cities with serious epidemics. Because most of the collective stores are imported brands, the gross profit is not high. In such a big environment, it is particularly important to control the cost, so we can only stop the store in time or slow down. At the same time, in the early period of fierce competition, this model also buried hidden dangers. "In the early stage, in order to pay attention to the external appearance of the store, this led to the lack of’ internal strength’ in this rapidly expanding track, and did not run out of a good service model."

For the collective contraction of beauty collection stores, Wang Qinglin, a senior analyst of Ai Media Consulting, also said that in 2020, most beauty collection stores adopted an expansion strategy. Under this strategy, according to incomplete statistics, more than 80% of comprehensive shopping malls or business districts in large and medium-sized cities have at least one beauty collection store, which dilutes the coverage of single-room collection stores. At the same time, although the styles of beauty collection stores are not exactly the same, most of them adopt large-scale and warehouse layout mode. Too dense collection stores weaken the "online celebrity" scarcity attribute of the original beauty collection stores and reduce consumers’ curiosity about brand stores.

The superposition of various external factors leads to the collective store having to start to explore inward and change its management mode. Nanduwan Caishe reporter found that WOW COLOUR began to gradually abandon the most iconic "light BA (beauty shopping guide)" service model of the original collection store. According to the analysis of some brands, the target groups of collective stores are mostly young, and many of these consumers are still in a state of little knowledge about beauty. In fact, they need BA’s advice and services to help them find products that are more suitable for them. "Up to now, collective stores have begun to find that BA with professional knowledge can be the key to inciting business, which can better enhance customer stickiness and even be more conducive to the construction of a complete membership system."

In addition, collective stores began to pay more attention to the precipitation of private domain traffic, establish more channels for interaction with consumers, and shift more focus to the "service" link of stores. It is understood that the black hole, which has been focusing on big-name products, will hold offline salons, electronic music parties and other activities from time to time in combination with the characteristics of shops in various cities. In order to strengthen consumers’ genuine mind, an independent beauty testing laboratory has been built.

On the whole, a group of beauty shops seem to realize the "thunder" that this business model buried in the early stage of staking, and the actions such as pulling new products and expanding are no longer the key. How to ensure the product strength while maximizing the repurchase rate of consumers and leaving high-value users in limited resources is the focus they need to think about in the next stage.

Increase the proportion of skin care products to increase profits

For this reason, beauty collection stores began to adjust the category structure and increase the proportion of skin care products. Nanduwan Caishe learned from the brand merchants who have cooperated with the colorist that the stores are not only changing new brands, but also generally increasing the proportion of skin care products for stores located in community-based commercial bodies. Because there are many skin care brands in comprehensive large-scale commercial bodies and most of them are international brands, the competitiveness of the stores located in them in the skin care sector will be relatively weak, while the community-based commercial bodies are just the opposite. Therefore, in the eyes of brand owners, colorists can compete differently by adding skin care products to community-based commercial sports stores.

On the other hand, the positioning of WOW COLOUR has gradually changed from the early emphasis on "make-up" to more emphasis on "beauty", and the proportion of skin care categories in stores has increased to 30%. Some insiders told the reporter of Nanduwan Caishe that as early as the end of 2020, the brands of major beauty collection stores began to realize that the skin care products track will usher in higher growth. For collection stores, skin care products are an important part of enhancing the integrity of consumer experience.

According to the relevant data obtained by the reporter of Nanduwan Caishe, from the perspective of cosmetics and Tmall sales since 2020, the sales growth rate of the whole industry has shown a sharp downward trend since the first quarter of 2021. According to the "Beauty and Commercial Industry Tracking Report" issued by CITIC Securities, the total retail sales of Taobao cosmetics in March and April 2022 decreased by 20.3% and 22.5% year-on-year, of which cosmetics decreased by 24.8% and 35.1% respectively. At the same time, the data represented by Tmall makeup and skin care show that the growth rate of skin care products has been much faster than makeup since 2020, and it was not until the first quarter of 2022 that there was a slight overtaking phenomenon.

In fact, whether it is a beauty collection store or a single brand, in the past year, it has become an industry consensus to increase investment in skin care tracks. Take the perfect diary of domestic beauty head brand as an example. In the first quarter of this year, the financial report revealed that the total revenue of skin care brands increased by 68.5% year-on-year to about 180 million yuan, and the proportion of total revenue increased significantly from 7.5% last year to 20.5%. Huang Jinfeng, the founder, chairman and CEO of Yixian E-commerce, once stressed at an internal meeting that the strategic significance of skin care business is to help the company achieve profitability and drive the company’s next stage of growth, which is driven by real brand power and product power.

Generally speaking, the model of beauty collection shop has not reached the end of the road, but it is indeed experiencing a painful period in the industry. Wang Qinglin believes that in the past few years, collective stores have developed too fast and the degree of homogenization is too high, and the industry has quickly entered a relatively saturated state. Coupled with the impact of the epidemic on offline and the rise of live e-commerce, it is promoting the self-adjustment, iteration and elimination of the beauty collection store industry. However, after a period of adjustment, it is expected that some brands that can further explore and enlarge their own advantages and find new profitability will have new room for growth.

Written by Xu Bingqian, reporter of Nandu Bay Finance Society

In the past March 8 th promotion, the beauty industry was full of smoke, and all families tried their best to capture the hearts of consumers by exerting their efforts in price.

In the past year, affected by the macro environment such as the epidemic, consumer confidence was insufficient, and the beauty industry was under pressure. According to the data released by the National Bureau of Statistics, the total retail sales of social consumer goods in 2022 was 439.733 billion yuan, down 0.2% from the previous year, of which cosmetics decreased by 4.5%, which was the first negative growth since 2000.

As a shopping festival featuring women, March 8 promotion is a long-awaited recovery opportunity for the beauty industry.

However, a data circulating in the industry shows that the sales data of major brands in this promotion seems to be unsatisfactory, and the expected recovery is coming. Many beauty brands and even big brands have experienced a serious year-on-year decline in performance. According to industry insiders, influenced by macroeconomics, consumer behavior tends to be conservative, and the beauty industry is undergoing great changes. Some high-luxury brands, including Estee Lauder, are experiencing a lot of trouble.

Li Jiaqi can’t sell cosmetics either?

During the March 8 promotion last year, Li Jiaqi, the "first brother with goods", made a blockbuster on the night of pre-sale, welcoming more than 77 million viewers, "live broadcast for 7 hours, with goods of 2.825 billion", and swiped the network.

After a year, this year’s live broadcast room in Li Jiaqi was "quiet".

During the March 8 promotion period, Li Jiaqi Live Studio set up eight theme live broadcasts according to different categories, and the beauty was also featured on the night of pre-sale. As in the past, there are sales of international beauty brands and domestic brands in the live broadcast room. According to statistics, the discount strength of many brands is comparable to that of last year’s Double Eleven. However, many links can still be purchased, and they have not continued to be empty in the past. Even if there is a single product with a sales volume of over 100,000, it cannot hide the unsatisfactory overall consumption.

After the pre-sale night, almost no sales data were released. An industry analyst told China Newsweek that although the data of live broadcast rooms in Li Jiaqi were not made public this year, the final sales were not as good as expected when the consumption situation was not optimistic this year.

A beauty brand official told China Newsweek that his brand has been cooperating with Li Jiaqi Live Studio for a long time, and its sales performance has increased slightly this year, and its ranking has also jumped to the top of the list. However, he also felt that the Li Jiaqi team has more and more demands on prices and gifts. Li Jiaqi himself bluntly said on the night of the live broadcast, which brand is giving a big discount now and which brand is selling well.

The source pointed out that the seasonal promotion such as March 8 accounted for a certain proportion in the annual sales of beauty brands. Under the pressure of last year’s performance, various beauty brands naturally wanted to boost their performance in this promotion. At present, the number of SKUs that head brands participate in is obviously higher than last year, and the overall preferential strength is higher than last year’s 3.8, and some products are comparable to the Double Eleven.

However, according to a data circulating on the Internet about the turnover of Tmall beauty brands in March 8, the turnover of international big brands such as Estee Lauder, Lancome and Hailan Mystery dropped by 20% to 50% year-on-year. In addition, the turnover of most beauty brands was declining year-on-year. According to media reports, this year’s March 8 sales promotion has indeed declined, and the sales of brands such as Estee Lauder and Hailan Mystery have dropped by 20%-35% year-on-year.

The above analysts said that the circulated screenshot data may not be accurate, but it is true that the overall sales situation is not good. The decline rate of major brands is relatively less than that in the screenshot, but it is also relatively large. In addition, both the platform and the merchants have done a lot of homework for this promotion, but the result is too high-consumers have not raised more interest in it.

According to the data of third-party platforms, during the March 8th promotion this year, the number of daily users of e-commerce platforms did not increase much, and the number of daily users during the March 8th promotion in the past 30 days was not even the peak.

Zhang Yi, CEO of Ai Media Consulting, told China Newsweek that the pictures circulated in this big promotion did show that the sales did not achieve the expected results. First of all, because after the epidemic, consumption has been affected to some extent, and everyone’s income may fluctuate and consumer confidence is insufficient; In addition, e-commerce platforms, especially beauty products, are facing the diversion of live e-commerce in Tik Tok and Aauto Quicker. Traditional e-commerce platforms are facing greater growth pressure.

Consumers are becoming more and more sensitive to prices.

A consumer from Beijing used to "stock up" and buy one or two sets of big-name skin care products such as Estee Lauder during the March 8 promotion last year, but this year she turned to domestic products with higher cost performance. In her understanding, the efficacy of domestic products is not far from international brands, and the price is relatively cheaper.

There are not a few cases of seeking replacement, and consumers are becoming more and more sensitive to prices. Many consumers, after staying in the live broadcast room in Li Jiaqi, found that the price advantage of the live broadcast room in Li Jiaqi was no longer so obvious, which also revealed the increasingly fierce competition in the industry.

"From the online subsidy of 10 billion yuan in JD.COM this year, we can see that the competition for users among e-commerce platforms should be heated up." Zhang Yi believes that e-commerce platforms can compete at a "low price" at the expense of profits, and it is conceivable that this is urgent and intense.

In May, the founder of beauty cosmetics pointed out that brands now pay attention to global e-commerce and will not all bet on one platform. However, in the case of all kinds of live broadcasts, self-operated live broadcasts of brands and various promotions, consumers are no longer sensitive. Moreover, in the absence of an overall consumption environment, consumers may cut back on some beauty budgets.

The conservatism of consumers is also reflected in the financial reports of big names in the head. According to the data of Estee Lauder’s financial report, in the second quarter of fiscal year 2023, the net sales were US$ 4.62 billion, down 17% year-on-year; Net income was $397 million, down 64% year-on-year. In fact, the net sales of Estee Lauder in the first six months reached 8.55 billion US dollars, down 14% year-on-year; Net income was $887 million, down 50% year-on-year. In the past year, the performance of the Asia-Pacific market continued to drag down the sales of Estee Lauder. In the previous four quarters, the sales dropped by 14.78%, 23.2%, 3.91% and 17.46% respectively. P&G’s sales in the second quarter of fiscal year 2023 was $20.723 billion, down 1% year-on-year, and its ultra-high-end brand and star single product SK-II faced a decline in sales.

On the other hand, L ‘Oré al’s sales and growth rate in 2022 hit a record high in the past decade. According to the financial report data, the sales volume was about 38.26 billion euros, an increase of 18.5% compared with 2021.

In May, it was believed that the performance of Estee Lauder and Procter & Gamble was affected by the epidemic, which was a reflection of the macroeconomic downturn. Under this background, the high-end beauty businesses of Estee Lauder and Procter & Gamble, which are mainly high-luxury brands, were affected; On the contrary, L ‘Oré al has created the best performance in the past decade, which reflects the differentiation of the cosmetics industry, and also shows that the cosmetics industry is welcoming consumption degradation.

"In 2022, especially in the fourth quarter, the domestic epidemic was more serious. Consumers stayed at home for a long time and wore masks when they went out, and the demand for beauty products was weakened." Zhang Yi said that the whole industry is under pressure.

In the data circulating on the Internet, most of the domestic brands have seen year-on-year growth in performance. It is reported that the pre-sale performance of Polaiya brand ranks first in the industry, with a year-on-year increase of more than 50%, and its share price has also risen sharply, but Polaiya did not give a clear answer. The above analysts pointed out that in the process of consumption degradation, consumers have a certain degree of awareness of domestic brands, and these products are more cost-effective than foreign brands.

Is it useful to raise prices when the big promotion fails?

"An important reason for the failure of online promotion is that in the context of the epidemic, the cosmetics industry as an optional consumer product has been seriously damaged on the consumer demand side; The other is that in the past few years, affected by the epidemic, the proportion of online consumption scenes has increased. After the epidemic was released this year, offline consumption scenes such as tourism, tax exemption and high-end shopping malls have been opened, which will inevitably generate some consumption and affect the proportion of online consumption; In addition, if consumers go offline, the budget for online shopping may be reduced accordingly. " The above analysts believe that today, with the increasing recovery of offline consumption, this year’s March 8 e-commerce platform promotion is not very attractive.

In fact, online channels are increasingly becoming an important channel in the cosmetics industry, accounting for an increasing proportion. According to Euromonitor statistics, the proportion of e-commerce channel sales in the beauty and personal care industry increased from 10% in 2012 to 39% in 2021, and it is currently the single sales channel with the highest proportion. The proportion of traditional convenience stores and supermarkets, which previously accounted for a relatively high proportion, dropped from 38% in 2012 to 19% in 2021.

When such an important channel fails, in order to boost performance, the response of big-name beauty cosmetics is to raise prices. Taking Estee Lauder as an example, it has been positioned as a "high-end brand" in the market for many years, including two top brands: Hailan Mystery and Tom Ford, as well as high-end brands such as Estee Lauder and Barbie Brown. According to the data of the third party, the Estee Lauder Group raised its products such as cosmetics, perfumes and skin care products, including Estee Lauder brand frozen platinum and admiring lipstick, with an increase of less than 10%, while the overall increase of Hailan Mystery was 6%. At the same time, L ‘Oré al Group and LVMH Group all raised their prices for their beauty products.

A staff member of a domestic brand told China Newsweek that the price system of its own brand has always been relatively strict, and it has basically not broken the price. At most, it will give consumers some travel clothes. On the issue of price increase, the home-made products have been upgraded to the fourth generation products, and only when the second generation was upgraded to the third generation, they rose by 100 yuan, and there was basically no price increase afterwards. He pointed out that the price increase needs effective support and investment in scientific research, and it is not possible to "take out things" but raise prices.

Zhuang Shuai, founder of Bailian Consulting, pointed out that the price strategy belongs to the core strategy of the retail e-commerce industry and is also the core driving force for the long-term development and progress of the industry. The promotion activities based on price strategy will also be carried out for a long time, but with the change of consumption habits, the promotion forms and product selection need to be more diversified and accurate, and the price increase strategy of big-name beauty products is actually changing with the price increase of e-commerce and marketing strategies.

The price increase will increase the profit rate in the short term, but in the long run, May thinks it will overdraw the brand power.

Zhang Yi said that well-known brands such as Estee Lauder and Shiseido have actually been greatly adjusted by local brands in China. The main channel for local brands to exert their strength is the e-commerce channel. Whether through live broadcast or planting grass, social media communication is closer to consumers. Besides increasing prices, big-name beauty cosmetics should also be closer to users in marketing channels. He stressed, "In the fierce market competition in China, it is not necessarily a good idea to raise prices to find space for profits, and ultimately we must find a way to adapt to this market."

Author: Meng Qian

What are the open world games worth playing in the history of games? Although the open world is a popular type in today’s game field, it is not easy to make players satisfied. In this issue, we have compiled ten masterpieces of the open world theme for everyone, ensuring that each one has stood the test of time and has a high reputation among the players, and each style is different! Conscience recommendation, remember to praise the collection ~

The elder scrolls v: sky rim (PC/PS3/PS4/Xbox 360/Xbox one/ns).

When it comes to open-world games, it must be impossible not to mention the ancient scrolls 5. As a classic masterpiece in the game history, there are countless famous scenes born from this game. Even if you haven’t played this game, you should have heard of classic stalks such as "an arrow in the knee" and "the chicken god in the sky", which shows what kind of position this game has in the game world.

The story time of this book is set 200 years after the fourth generation of the ancient scrolls, and the player will play the legendary dragon and embark on a journey against the dragon Odouin. The game has a huge world view and a high degree of freedom. You can kill the target according to the arrangement of the NPC who assigned you the task, or you can help the target in turn to kill the person who assigned you the task at first. Moreover, all NPCs have their own life details. If you are willing to observe, you will find that they need to walk step by step to their destinations, and they will also encounter various difficulties and dangers on the way. If you die on the way, you will also receive his will; If you get a clothes prop from a dead person, it means that it is the clothes he is wearing. If you take it away, it will really be taken off. NPC will die in sudden fighting, but as long as you are active, he can be saved by you, and then you can come here and see him again.

Details that other games don’t have are all taken for granted in the world of Elder Scrolls 5. In this work, you play yourself, and you can really "do whatever you want" and do whatever you want. On this basis, there are all kinds of MODs that can change the game magic into what players want more. This is not only as simple as improving the picture quality to burn your 4090 graphics card, but also as free as you want, making the gameplay of this game unparalleled. Today, 12 years later, there are still millions of online data enough to see the horror of this game. If you haven’t experienced this work, please be sure to try it.

Fallout4 (PC/Xbox One/PS4)

Like the Elder Scrolls 5, Radiation 4 is an open-world game developed by B Society, although it can’t compare with the Elder Scrolls 5 in the details of the open world. But it is also super fun to use the design of "open world+sandbox" gameplay. Just like its name, this is an open world game with the theme of doomsday survival. In the early stage of the game world outlook, it is basically similar to the world we live in. The first actual performance of the atomic bomb shocked the world. People really realize the value of nuclear energy. Gradually embarked on the road of excessive dependence on nuclear energy. However, this over-dependence eventually brought new disasters and people led to the outbreak of war. However, the protagonist’s family hiding in the shelter also experienced great changes. His wife was killed and his children were taken away. The protagonist trapped in the dormant cabin can only watch it happen. It has been 200 years since I set foot on the journey of finding children again, and the world has completely become a wasteland.

In this book, there are a lot of scenes, rich resources (picking up garbage), flesh-and-blood NPCs and fascinating stories, as in the ordinary open world. The sandbox elements of this book allow you to build facilities according to your own wishes, and finally build your own base on a vast land, and then let NPCs live in it and become a new home for survival. If you like eschatology, then this book must not be missed.

Eldenring (PC/PS4/Xbox One/PS5/XSX)

For the first time, the Elden Ring, which uses the soul game and the open world elements, has once again brought the soul game to a new height with proud results from the beginning of its sale.

It is true that compared with other open-world games with too many elements and higher degrees of freedom, the open-world of Fahuan is relatively pure: guiding players to focus on exploring vast maps, completing feeder lines, and fighting with various enemies and boss with relatively high difficulty and low fault tolerance. However, under the excellent combat system design and the atmosphere rendering of epic scenes, players can easily get the sense of accomplishment of "building positive feedback in failure" and repeat it in "the more difficult it is, the more fun it is, and it can’t stop at all", which has always been the charm of soul games. Combined with the open world, this process has become more interesting. Players can explore all areas of the game more freely without too many restrictions, but the game can always let players go to the preset route through exquisite map design. In addition, the world view written by george r.r. martin, the author of Quanyou, has brought an unparalleled atmosphere to the whole game process. Players who like the dark fantasy wind and open the world should not miss it.

The Witcher 3: Wild Hunt (PC/PS4/Xbox One/Nintendo Switch/PS5/XSX)

This is an open world RPG game developed by Polish developer CDPR. The world view of the game follows the classic Polish novel The Devil Hunter. In this game, the player will play the role of Geralt, a demon hunter, and start a brand-new adventure in order to find his daughter.

The game provides five large area maps for players to experience. Most of these areas are relatively independent, but each area has its own scenic features and rich content to explore. Every time a player goes to a village, he can go to the bulletin board to get the task, learn about the experience of the local villagers, and start a long or short branch adventure. This part of the content can be described as extremely rich and substantial. During this period, players will also be faced with dialogue options. Your choice often affects the opinions of NPCs or their endings in the main line and branch lines. Although many times the options provided to players only have bad results and worse results, these options have indeed successfully shaped the characters in the story, making them unforgettable. The world outlook of Wizard 3 is also vividly interpreted in front of players in this process. When you are tired of playing, you can also play cards with NPC’s, or just ride a horse and roam in various landscapes. When you see the evening scenery, please don’t forget the screenshot, because it’s really beautiful!

A while ago, the next-generation version was released, which improved the picture quality, corrected some problems, and added all-Chinese pronunciation and a new perspective. Players who have not experienced it must try it!

Fistful of dollars 2 (PC/PS4/Xbox One/PS5/XSX)

Fistful of dollars 2 is an R-star game that has been developed for 8 years. The game revolves around the legendary story of Arthur Morgan and the infamous Van der Linde gang, allowing players to experience the desperate journey across the United States in the last years of the 19th century. Big Cousin 2, known as the "detail maniac", once again verified the development strength of R star horror. In the theme of simulation, they stuffed in countless details to enrich the world. As long as you devote yourself to it, these details will bring endless immersion. Just like the workers who are working in the game, if you have the leisure to stand by and observe, you will find that their work is really nailing nails into the wood.

Horses of different breeds and sexes will also have different personalities. Some are loyal, and some horses are timid enough to meet the slightest danger. When they see something horrible, they throw you off their horses and run away by themselves. Not to mention the nuanced settings that some guns will spill milk when they hit milk cans, and beer will really spill when they hit beer cans. The cost of $6 billion and eight years of research and development time have filled every corner of this huge game with such details. This way of developing games is really "heroic" and hard to refuse. If you are interested in the western theme, this book will always be the best model to bring you into close contact with that era, both now and in the future.

The legend of zelda: The Legend of Zelda: Tears of the Kingdom (NS)

Different from other open worlds, the legend of zelda: Tears of the Kingdom is a pure open world game in which the gameplay is king. Even more profoundly, rather than building a gameplay, Nintendo is more like building a very large system of rules, and then setting the boundaries, and then all the next things are handed over to the players.

I believe everyone has seen a lot of strange things built by other players in Wang’s tears. But that’s only part of it. For example, in the face of a river or a puzzle, you can combine the current character state with the props in your hand and pass them in various ways. It can be simple and rude, and it can be broken by force; You can also combine your understanding of the game mechanism to spread your thinking and solve it by simple or complex ideas. Everything depends on your brain hole. The most important thing is that no matter how outrageous it is, as long as you have no deviation in understanding the game mechanism, you can basically achieve it. It can be said that as long as you don’t take others seriously, try to compare the speed of tackling key problems and build as high as possible. Then this game can really become an open-world game that breaks away from the concept of "efficiency" and allows players to simply immerse themselves in it and enjoy the exploration process.

GTA5（PS3/PS4/PS5/PC/XBOX ONE /XBOX360）

Can you imagine a game that was given away for nothing? When it was given away for nothing, the server was jammed. Will it continue to sell well after it is given away?

Regardless of the content of the game itself, only by virtue of this, the legend of three men and one dog can be said to have reached the level of extreme terror! It is no exaggeration to say that he is a game that any player can’t refuse.

As an "action adventure" game with urban theme, the game supports the three protagonists to switch at will, drive the car on the rampage, or stand on the roof and take out their weapons, pour out your anger on everything they can reach, and then fight to the death with the "enemies" who come to deal with you, and then be shot down and reborn. I believe that no player can refuse to break all the rules in the city and go hysterically crazy. But GTA5 is a god, and no matter how crazy our protagonist is, once he returns to the plot and their lives, they will all become ordinary people and experience and deal with those terrible things, even the scalp is numb. You can see their own problems and defects, and you can also see their efforts and helplessness in sharp humor. Therefore, this is a game that wants freedom, freedom and wildness, but also depth. The relationship between Lao Cui, Mike and Franklin is worth every player’s personal taste.

Just cause 3 (PC/Xbox One/PS4)

Sometimes we just hope that life or games can be simpler and there are not so many worries and constraints. To really achieve the ultimate, I first promoted "Self-Defense 3".

Although we are the just side in the game and want to destroy evil organizations by force, in fact, the island of Medici with more than 400 square kilometers in the game is definitely our playground. You have too many weapons to choose from. You can go to heaven and earth casually here and make a scene. Rockets, gatling and even small nuclear bombs can be used at will! What? You say this is the hometown of the protagonist? It doesn’t matter, just tell me if the bad guys have been solved! Although this experience can blow up 80% of the scene, if you think about it casually, you will know that it won’t be cool and it won’t last. But when you get upset, you can enjoy yourself here like mowing the grass like no other, so you can relax and swim. Maybe this game will be the one that will accompany you for the longest time.

Metal gear 5 phantom pain (PC/PS4/Xbox One/PS3/Xbox 360/XSX).

This is a ceiling-level tactical spy sneak into the open world game. The stage of the game is set in Africa and Afghanistan. In the main task, we need to play the role of big boss and set foot on the story of revenge; In the branch line, we need to obtain all kinds of materials and personnel to build our new base. Then with the development of the base, we can get more powerful support. For example, to develop more powerful professional weapons, you need to capture the corresponding professional personnel in the battlefield and so on. The growth of the base provides sufficient guarantee for the next battle of big boss. In actual combat, you will face a dynamic battlefield full of countless variables. The ever-changing gameplay allows you to have countless fun in this terrible game with rich elements. Whether you attack head-on or sneak in, no matter which way you choose to fight, there are countless subdivision options waiting for you.

Perhaps before the introduction of Wilderness Breath, this game was probably the open world game with the most live videos in those years. Coupled with the excellent performance and thought-provoking background story, even after so many years, few games can achieve this height. Players who like to sneak into games are highly recommended.

Cyberpunk 2077 (PC/PS4/Xbox One/PS5/XSX)

Although the poor project management finally made this book’s reputation thunderous, the quality achieved by repairing in 2077 so far is also an open-world work full of regrets but with distinctive experience. The task design and narrative mode inherited from Wizard 3 make the plot experience of this work very substitutive. Therefore, although there are still too many hard injuries in this game, such as the contradiction between the main line and the branch line, if you take the initiative to ignore some contradictions in time or space. Then the high-quality subplots designed in this work will definitely make you feel that CDPR has a unique talent in shaping Cyberpunk’s world view. For example, the related content of Panan and the content of Kerry and so on. Therefore, if you haven’t been hurt by the past quality of this book and start with a price that is close to the people, then this book will bring you a cyber experience that is worth the fare.

So that’s all the content recommended in this issue. I wonder what other excellent and lingering open world games you have played? Welcome to share your recommendation in the comments section ~

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Pay attention to the "Twitter Workshop", share good games every day, and bid farewell to the game shortage!

In the 37th round of the Premier League, Arsenal lost 0-1 to Nottingham Forest, sending Manchester City to win the Premier League championship three rounds ahead of schedule.

According to statistics, Arsenal have led the standings for a total of 248 days this season, setting a record for the longest time in the history of the top leagues in England.

In early April, Arsenal scored 72 points in 29 games after beating Leeds United 4-1, while Manchester City scored 64 points in 28 games, and Arsenal led by 8 points in one more game.

But then, Arsenal left Liverpool 2-2, West Ham 2-2, Southampton 3-3 at home and Manchester City 1-4 away, giving up the initiative directly. After that, Arsenal 3-1 Chelsea, 2-0 Newcastle away, 0-3 Brighton at home and 0-1 Nottingham Forest away, and lost 15 points in the last 8 rounds.

In contrast, Manchester City won 11 consecutive victories in the Premier League, reached the final in both the Champions League and the FA Cup, and reached the end in the case of three-line operations, which is expected to hit the triple crown.

It has been 19 years since Arsenal last won the Premier League title in 2003-04.