With the end of 2023, we are about to usher in 2024 full of expectations. At this new beginning, we have carefully screened six excellent games that will be available in January 2024 for you. These games cover from fascinating ancient myths to exciting future sci-fi battlefields, to strategic role-playing and exciting fighting challenges. They are not only colorful, but also have their own characteristics. I believe one of them will fill your game gap in January 2024.

Prince of Persia: The Lost Crown.

• Issue date: January 18, 2024
• Game type: action adventure platform game
• Game time: Based on Persian mythology, players will be able to control time and space and experience unique and thrilling adventures.

The kingdom of fog lock (Enshrouded)

• Issue date: January 24, 2024
• Game types: survival, production, action RPG
• Introduction: The game combines the elements of survival, production and action RPG, set in a vast continent based on voxel construction, and players can freely explore and decide their own destiny in this open world.

Dragon among men 8

• Issue date: January 25, 2024
• Game type: RPG
• Introduction to the game: This novel is performed by two leading characters, Haruhisa and Kazuma Kiryu. The story takes place in a foreign country "Hawaii", which is a touching masterpiece in the series. The battle is more strategic, and new occupations and rich custom gameplay are introduced.

"Hidden Prophecy: Witch Stone" (Unforetold: Witchstone)

• Issue date: January 26, 2024
• Game type: sandbox CRPG
• Game Description: This is a sandbox-style CRPG, which has a deep and responsive influence system and allows players to shape the fate of the world. The background of the game is set in Kalsundia, which was built by Ed Greenwood, the creator of "Forgotten Country" in Dungeons and Dragons. The game will combine turn-based CRPG and sandbox features, and the player’s choice will bring lasting consequences, making the game world more real and vivid.

Tiequan 8

• Issue date: January 26, 2024
• Game type: 3D combat game
• Introduction to the game: As the latest work of "Tiequan" series, 32 characters will participate in the fierce battle, bearing the legend of the series of works and providing the strongest fighting experience in history.

Palworld/Phantom Beast Paru

• Release date: January 2024
• Game type: open world survival and making games
• Game Description: Baokemeng Game-In the vast world, players can collect magical creatures named "Paru" and send them to fight, build, farm work and industrial production to support multiplayer game mode.

These games represent different types and styles, and provide rich choices for all types of players. Particularly noteworthy is Unforetold: Witchstone, whose sandbox CRPG style and depth influence system provide a unique game experience, enabling players to influence the game world in an unprecedented way.

2022A&2023Q1, affected by epidemic situation, consumer psychology, traffic environment and other multiple factors, the sales of beauty cosmetics with optional & fast-disappearing properties are not ideal. The performance differentiation of listed companies has intensified; Online beauty products are shrinking and Tik Tok’s beauty products are increasing, but there is no obvious recovery offline. Looking forward to the second quarter, both the demand side and the supply side of beauty cosmetics are improving marginally, and the low base caused by the epidemic in the same period last year is superimposed, and the growth rate of the industry is expected to bottom out. However, due to the lack of driving force at the bottom, the recovery rate may be limited; Prefer stocks whose current growth can hedge the unfavorable factors of the industry.

▍ Performance is generally under pressure and differentiation is intensified.

1) Revenue & profit: the growth rate slows down, and the performance of high-quality leading players is tough. In 2022, the total operating income of six brand listed companies was 22.07 billion yuan/year-on-year+31.3%, with a growth rate of-16.7 pcts; Among them, the income growth rate of Polaiya (+37.8%/+14.3 pcts) and Juzi Bio (+52.3%/+21.9 pcts) increased against the trend.

2) In 2022, the total attributable net profit of six brand listed companies was 4.06 billion yuan/+11.0%, and the attributable net profit of Polaiya ranked first with a growth rate of 41.9%, and the profit growth rates of Huaxi Bio, Juzi Bio and Betani all exceeded 20%.

3) Gross profit margin: most of them declined, while Polaiya & Marumi rose against the trend, and the gross profit margin of Juzi Bio ranked first; The gross profit margin of Polaiya and Marumi shares was 69.7%/68.4% respectively, which was+3.2/+4.4 pcts year-on-year; Juzi Bio ranks first in the gross profit margin of all brand beauty listed companies with 84.4%.

4) Net interest rate attributable: most of them declined, while Polaiya rose against the trend. In 2022, the net interest rate of six brand listed companies increased by one and decreased by five; Among them, the net interest rate of Polaiya was 12.8%, which was +0.4pct year-on-year.

▍ Amoy’s beauty cosmetics contracted, Tik Tok’s beauty cosmetics increased, and the proportion of Tik Tok’s channels occupied online increased.

Industry perspective: 22 years of negative growth in Amoy beauty, 23Q1 decline narrowed; 22 years’ high growth of beauty in Tik Tok. 1) Amoy Department: According to the market intelligence data of Magic Mirror, the sales of beauty cosmetics of Amoy Department in 2022 was 280.6 billion yuan, with a year-on-year growth rate of-13.4% and-22.1 pcts; In 2023Q1, the sales volume of Amoy beauty cosmetics was 54.2 billion yuan, which was-12.7% year-on-year, and the growth rate was+1.6 pcts; 2) Tik Tok: According to the data of Mama Chan and Jumei, the sales of beauty cosmetics in Tik Tok in 2022 was 90.2 billion yuan, up+113.7% year-on-year; In Q1 of 2023, the sales of beauty cosmetics in Tik Tok reached 31 billion yuan, up+83.4% year-on-year, and the growth rate was +30.5pcts.

Corporate perspective: online revenue accounted for 57% ~ 91%, and the proportion of online channels in Tik Tok increased. In 2022, Polaiya Online accounted for 91%/+6pcts, of which Tik Tok accounted for about 15%+; Huaxi biological functional skin care products account for about 93%/+3 pcts online; Among them, Tik Tok accounts for about 31%/+14 pcts; Betaine online accounted for 81%/+1 pct, of which Tik Tok revenue accounted for 9%/+3 pcts; Giant biological line accounts for 57%/+15 pcts; Marubi shares accounted for 72%/+12 pcts online.

▍ Focus on creating classic big items and strengthening brand mind.

Local beauty companies actively increase their research and development, and empower them to create large items from many aspects such as raw materials and formulas.

Winona: Breaking the circle of "sensitivity+",consolidating the original superior items and creating a new generation of big items of the elite family;

Polaiya: The matrix of large single products has been initially built, and the strategy of large single products has been firmly implemented. New products such as Cloud Sun Protection and Double Anti-3.0 have been listed;

Run Baiyan: Brand mind is upgraded from basic moisturizing to technological repair, focusing on creating three series of barrier conditioning, light damage repair and time repair;

Quadi: Focus on eye cream and face cream to create an anti-aging mind. In April 2023, Quadi put on a new eye cream for young people (anti-eye cream);

Mibel: The main products are water and essence. In February, 2023, Mibel put on a new multi-vitality essence eye cream and a young age firming new muscle essence (3A purple essence).

Muscle activity: build large single products around brown rice series. According to the market information of magic mirror, in 2022, brown rice water single products accounted for 37.5%;

Marubi: continuously focus on eye and anti-aging products, mainly promoting the series of recombinant collagen and polypeptide red pens.

▍ New products have been put on record, and contents such as ingredient IP and "skin care formula" have been marketed.

According to the data of the State Food and Drug Administration, since the beginning of 2023, new products of local beauty listed companies have been put on record: 65 Marubi, 62 Polaiya, 55 Huaxi Bio, 38 shanghai jahwa, 20 Betani, 18 Giant Bio and 18 Lushang Development. The volume of recombinant collagen has increased, and Juzi and Marubi have launched high-potential new products with recombinant collagen peptide as the core component and increased their delivery to create explosions; The "skin care formula" extends from "early C late A" to "early P late R".

▍ Risk factors:

Post-epidemic recovery progress, insufficient willingness to consume, sustained recovery, etc. may have negative effects; Strict supervision or exceeding expectations; The progress of enterprise product development or approval may be less than expected, which will have a negative impact on performance.

▍ Investment strategy:

From the second quarter, both the demand side and the supply side of beauty cosmetics are expected to improve marginally. Adding to the low base caused by the epidemic in the same period last year, the growth rate of the industry is expected to bottom out. However, in view of the fact that the driving force of the industry has not changed substantially, the recovery rate may be limited. Judging from the third data such as magic mirror and mother, the growth rate of online beauty data in April has turned positive to a small positive growth; The situation of further recovery needs to be observed in the "618 Great Promotion" which started in late May. In terms of investment, there are many structural and individual opportunities.

Main line 1: Recommend companies that have outstanding comprehensive capabilities or are currently in the harvest period of change.

Main line 2: Recommend companies that adjust in stages, whose stock prices fully reflect the negative, and whose fundamentals are expected to improve marginally.

Main line 3: It is recommended to choose the right opportunity to lay out the air outlet track with outstanding technical advantages and good growth, but the stock price is affected by non-fundamental factors such as lifting the ban.

Main line 4: Recommend emerging sunscreen companies that are in the climbing cycle of capacity utilization rate, and actively expand into the field of personal care raw materials with broad growth space.

This article comes from a selection of brokerage research reports.

■ The third interview of the educator spirit in my heart.

Biography of characters

Zhang Yugun, principal of Heihumiao Primary School, Gaoqiu Town, zhenping county, Nanyang City, Henan Province. He has been rooted in the mountains for more than 20 years, and with his whole heart, he has illuminated the way for children in mountainous areas to study. In September 2018, Zhang Yugun was awarded the honorary title of "Model of the Times" by Publicity Department of the Communist Party of China. He has also won the honorary titles of "National Model of Lei Feng", "National Model of Teaching and Educating People", "National May 1st Labor Medal", "National Model of Dedication and Dedication", "The Most Beautiful Struggler" and "National Advanced Worker".

中国教育报：在新的时代背景下为什么要强调教育家精神？重要性何在？

Zhang Yugun:今年教师节前夕，习近平总书记站在实现中华民族伟大复兴中国梦，打造中华民族“梦之队”筑梦人的高度，从六个方面全面完整阐述了中国特有的教育家精神的核心要义，对广大教师和教育工作者来说，这是极大的鼓舞和鞭策。

教师肩负为党育人、为国育才，培养德智体美劳全面发展的社会主义建设者和接班人的特殊使命。我们生逢其时，重任在肩，要牢记习近平总书记的嘱托，坚定“躬耕教坛、强国有我”的志向与抱负，当好学生引路人。

虽然不是所有教师都能成为教育家，但是我们可以学习教育家精神，以教育家为榜样，将教育家精神作为引领，把教育家精神转化为执教的理想和追求，勉励自己成长。

中国教育报：弘扬教育家精神对于加快推进教育强国建设有何重大意义？

Zhang Yugun:教师在教育强国、科技强国、人才强国建设中肩负着光荣使命与重大责任。这个世界上，没有哪个职业像教师这样，一头托举着家庭的嘱托，一头承载着民族的期望；没有哪个职业像教师这样，一头牵挂着“小家”的今天，一头连接着国家的未来；没有哪个职业像教师这样，在一代代人的成长中，担当起人类灵魂工程师的天职和重任。

Teachers are the foundation of education. Educator spirit guides the growth of teachers. As a people’s teacher, whether in the city or in the countryside, we should use our enthusiasm, perseverance and wisdom to cultivate the next generation and light up the children’s future. As an important supporting force for rural revitalization and talent training, rural teachers are the cornerstone of rural education development. On the new journey of building an educational power, rural teachers shoulder the mission, have great responsibilities and have great potential. I believe that under the guidance of educator spirit, rural education will be more energetic and the future of rural children will be better.

China Education News: Please talk about the value connotation of educator spirit with your work experience.

Zhang Yugun:What I feel most deeply in the spirit of educators is "the loving heart of loving students and being willing to contribute". Students are the hope of the country and the nation, and also the hope of every family. As teachers, when we choose this profession, we should be responsible for our students and shoulder the future of our country and nation. We should not only teach but also enjoy teaching. We should care for every student wholeheartedly, and care for the healthy growth of students with our hearts and feelings, so that children can come to school happily, learn knowledge in a down-to-earth manner and grow into talents step by step.

I’m from the mountain, and it’s not easy to know Shanliwa. In 2001, I just graduated from Nanyang No.2 Normal School. The old headmaster of Heihumiao Primary School pointed to a stove at the back of the classroom and said to me, "Jade roll, mud bricks can be used for ten or eight years at most." Every word we teach students to recognize can last a lifetime. " Going out of the mountains, changing fate and living a good life are the dreams of mountain people for generations. I know that if we want to eradicate poverty and change our destiny, we must start with education. The children’s eager eyes for knowledge made me determined to stay. As long as the children are there, the school is there.

At that time, there was no road in Heihumiao village. From the village to the town, it took more than ten hours to walk along the path trodden by cattle and sheep on the ridge. I can only pick books, textbooks, vegetables and rice for the children by relying on a pole. Later, the road leading to the outside of the Black Tiger Temple was repaired, and we went to town to buy rice, buy food and pull teaching materials for the school. We no longer had to shoulder the burden, and our life was getting better and better.

Since the 18th National Congress of the Communist Party of China, the Black Tiger Temple Primary School has undergone earth-shaking changes. From the arduous journey of "a broken table with a dozen local children sitting in it", now there are all kinds of teaching buildings, dormitory buildings, restaurants and multimedia teaching equipment, and the hardware facilities have basically caught up with the standards of public schools in the city. School clubs are also more colorful: not only table tennis, badminton, art and music are available, but also "fashionable" clubs such as piano and speech eloquence have opened up! More young teachers are willing to stay here to teach, and every year, groups of teachers come to teach.

Thanks to the party and the government for their strong support and investment in rural education, so that more children can benefit, embrace the bigger world and realize bigger dreams-this is also where my teachers and I feel a sense of accomplishment and happiness. I am willing to do my best to practice the spirit of educator, do my part for my hometown and contribute my modest contribution to my motherland.

China Education News: What is the only way to become an educator? What do you entrust to young teachers?

Zhang Yugun:Practicing the spirit of educator is an important foundation and the only way for primary and secondary school teachers and principals to grow into educators. Black Tiger Temple Primary School is deep in the mountains. When there was no highway from the town to the school, the old principals could only pick books, teaching materials and learning AIDS with a pole. When I got to school, I took the pole from the old principals and carried books and students’ daily necessities into the mountains. The example of old teachers has taken root in the hearts of young teachers, so on the road of education, even if the environment is hard, the spirit is always rich.

Educator’s spirit made me clear my goal in life once again: I would like to be a bright moon on the 18-bend mountain road to illuminate the way for children to walk out of the mountains. Nowadays, the horn of rural revitalization has sounded. Promoting rural education revitalization is not only an inevitable link to promote rural revitalization, but also an important measure to realize the great rejuvenation of the Chinese nation. The revitalization and development of rural education can not be separated from the unremitting struggle of rural teachers under the guidance of lofty ideals and beliefs. It is hoped that the vast number of rural young teachers will firmly adhere to their ambition and ambition of "cultivating the teaching field and strengthening the country with me", continue to base themselves on the rural land, take root in rural education, promote the improvement of rural education level and the growth of rural children, and provide important assistance for promoting educational equity and rural revitalization. Under the guidance of the educator’s spirit, I will also strive to build an educational highland in the depths of the mountains, be a good dream keeper for rural children, guide rural children and build good dreams, so that every child can have a chance to shine in life, walk out of the mountains with dreams, feed back to his hometown, and make a modest contribution to the construction of a strong educational country.

Together with thousands of rural teachers, we will stick to the initial intention of education and shoulder the mission of educating people, so that the spirit and strength of model teachers can be passed down from generation to generation.

China Education News, 4th edition, November 18th, 2023.

Author: Our reporter Ren He interview finishing

Yixian e-commerce has held the pause button pressed by the economy.

On the evening of November 22nd, Yixian E-commerce disclosed its performance report for the third quarter of 2022: The announcement showed that Yixian E-commerce achieved revenue of 858 million yuan in the third quarter.

Yixian e-commerce can almost be regarded as "one of the most incredible Internet companies in China".

The first is incredible. In the fast and unbreakable Internet competition in China, Yixian E-commerce completed its revenue from 0 to 3 billion yuan in only three years, which is the fastest brand in the history of China cosmetics industry.

The second incredible thing is that in the beauty field dominated by international giants, many brands, such as Perfect Diary and Little Odin, owned by Yixian E-commerce, have created explosions that are representative of the industry.

In the past, the outside world paid more attention to the growth rate of Yixian e-commerce, but ignored its efforts in product strength and strategy.

What is the growth way of Yixian e-commerce to hold the cycle?

Nowadays, in the beauty marathon, who has the endurance and determination to run the whole course?

Overall, the enhancement of hematopoietic capacity and the improvement of development resilience are the core keywords of this financial report.

At the beginning of this year, Huang Jinfeng, the founder of Yixian E-commerce, said frankly at the company’s internal meeting: "2022 is a very critical’ year of transformation’ for Yixian E-commerce, and we need to focus on hematopoiesis and transformation."

Under the impact of the epidemic, brands are facing great challenges, consumer habits on the demand side and public consumption awareness will also be reshaped, and demands for product quality will rise.

Yixian e-commerce has developed "muscles" in overcoming these challenges.

As can be seen from the financial report,In the third quarter of 2022, the focus of Yixian e-commerce is no longer the opponent, but how to strengthen its own advantages and achieve "reducing blood fat and increasing muscle".

What are the highlights of this financial report? Let’s draw a key point together.

1. Play combination boxing more decisively.

In the past, Yixian e-commerce was always equated with the perfect diary, but in fact Yixian e-commerce not only has a perfect diary. The data in this financial report is very telling:

The skin care business maintained a strong growth momentum, with revenue of 269 million yuan in the third quarter, a year-on-year increase of 33%, accounting for 31.4% of the total revenue; Among them, three mid-to-high-end skin care brands, including DR.WU Daerfu, EVE LOM and Galénic, saw their revenues increase by 69% year on year.

You know, high-end skin care and mass skin care are one of the hot tracks in the beauty market in the past two years.It is also a key step for Yixian e-commerce to "play high-end".

Looking back, Yixian E-commerce has successively acquired high-end skin care brands Kelanli Galénic and Eve Lom in high profile, and won the business right of efficacy skin care brand DR.WU in Chinese mainland, which is already being laid out.

Holding a high-end brand in one hand and the ability to create explosive products in the other, Yixian e-commerce did not live up to expectations.

Galenic, a high-end skin care brand, cut into the anti-aging track with the new platinum "Xuezao" essence, and the double eleven ranked in the top five of Tmall’s import essence hot sale list. The single product "Anti-oxygen No.1" VC essence double eleven achieved a sales increase of 580%, ranking the new brand Top1 of Tmall.

EVE LOM, a luxury skin care brand, is committed to continuously consolidating the mind of the SPA brand. Together with Harold Tea Room, it launched afternoon tea with the theme of "Secret Manor".

In terms of products, create a new 3R constant gold essence and cut into the core anti-aging track. This year’s double eleven ace single classic cleansing cream won the first place in Tmall’s high-end makeup remover. The brand as a whole has achieved steady growth in China and overseas markets.

This means that Yixian e-commerce has mastered a set of mature and reusable growth methodology. After starting with cosmetics products, Yixian e-commerce’s "second growth curve" has taken shape.

2. More decisive market play.
Once again, you can find an interesting thing by breaking and disassembling this financial report:

In the third quarter of 2022, the total operating expenses decreased by 33.1%, from 1.28 billion yuan in the same period of last year to 857 million yuan; Sales and marketing expenses were 564.8 million yuan, compared with 911.3 million yuan in the same period of last year, which was also shrinking.

This represents that at the critical moment of strategic transformation,Yixian e-commerce has a more decisive market play, and strives to make every penny spend on the cutting edge.

For example, during the Double Eleven period, the sales of Pink Bear Pico Bear X Sanliou co-branded products exceeded 20 million, ranking top 1 in Tmall’s lip glaze sales list; The sales volume of explosive silkworm pens in Odin, Jr. exceeded 10 million, and it became the list of explosive products of eyeliner of silkworm pens in Tik Tok and the category TOP1 of silkworm pens in JD.COM.

The data shows that during the reporting period, many of its brands have made outstanding achievements on the Tik Tok platform, and the live broadcast business in Tik Tok has also become a new growth engine of Yixian e-commerce.

In the third quarter, Perfect Diary Tik Tok channel achieved a year-on-year growth rate of ninety-seven percent, and the ranking of makeup shops rose from the third to the second.

In terms of brands, the new Odin Sleeping Silkworm Pen exploded in July, selling 30w+ pieces, and it ranked No.1； on the list of explosive products of eyeliner in Tik Tok. The total exposure of Pink Bear vibrato short video content exceeded 100 million in August, and the sales volume of the new product "Breathing Lip Glaze" ranked TOP1 within 30 days.

By incubating and absorbing new brands, Yixian has formed eight brand matrices of the Group.

More precisely, a multi-brand and group-based beauty company in transition is getting better and better, aiming to grow into a beauty group that understands needs, can innovate and has high quality.

Affected by multiple factors, the current offline retail and online ecology of beauty cosmetics have changed dramatically, and the overall GMV growth rate on the line has slowed down, and offline has been subjected to many tests of declining passenger flow.

The epidemic is a test for all enterprises. Is it just "surviving"?

Absolutely not.

The test is whether an enterprise has its own "immune" system and can return to a healthy state; What is more testing is the attitude towards the future.

In the context of the cold industry, Yixian e-commerce can adjust quickly, thanks to a key word: "hard power".

In research and development, Yixian e-commerce dares to save money, is willing to save money, and will also save money.

In the first three quarters of 2022, Yixian e-commerce invested more than 100 million yuan in R&D, and R&D expenses accounted for 3.83%. This investment ratio belongs to the head level in domestic beauty listed companies.

Look at last year, the annual R&D investment of Yixian e-commerce increased by 113.6% year-on-year, exceeding 142 million yuan.Even if it is taken out, it is not inferior to the global industry R&D investment.

The original open innovation system of Yixian, Open Lab, is different from the traditional closed R&D model, with Yixian e-commerce as the leading core, including the world’s top partners such as raw materials, R&D and production.

Take the small category of eye shadow as an example. At present, Yixian Open Lab has more than 500 exclusive raw materials, from matte to pearlescent, covering almost all the textures of eye shadow products.

In the traditional mode, brands will cooperate with some upstream suppliers through their own factories or OEMs, but the difference of Open Lab is that it can integrate brand research and development, and cooperate with each other from raw materials, formulas, production processes to quality inspection to jointly break through technical difficulties.

This is not a simple "template", but a real innovation.

Yixian e-commerce has established in-depth cooperation with many well-known institutions at home and abroad, such as Institute of Chemistry, Chinese Academy of Sciences, National Nano-drug Engineering Technology Research Center of Huazhong University of Science and Technology, Morin Technology Group, 3D Skin Research Institute of Medical College of Lyon University, France, and Naolys, a training institution in plant stem cell, France.

The new Perfect Diary Concealer also uses SmartLOCK? technology.

As of March 2022,Yixian e-commerce has 121 patents worldwide, including 39 invention patents, which is strength and confidence.

It can be seen from these that Yixian E-commerce has continuously deepened its research and development strength from single brand to multi-brand, from makeup to multi-category development, and aims to grow into a beauty enterprise with global career.

Conclusion:

The outbreak of the consumer side is also forcing the evolution of the production-side enterprises.

In the field of domestic beauty, many people are gearing up, and they don’t lose one move in technology, supply chain, talent, traffic and operational experience.

However, in the face-to-face training of young people, Yixian e-commerce has obviously formed its own unique product strength and values, and is very good at continuously iterating and updating products according to user feedback.

Might as well give domestic beauty a little time.

The future of China’s beauty brand has just begun.

Author | Zhang Yiqi

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

Guangzhou Daily News (all-media reporter Chen Xin) Nowadays, whether beauty brands practice the concept of "sustainability" has become an important factor affecting the purchase decision of the younger generation of consumers. Cosmetic eggs made of plant raw materials, lipsticks with "vegetarian" patented ingredients instead of animal ingredients, recyclable packaging containers … These products that combine beauty with "green" are winning the favor of young people more and more. The "green" low-carbon wind in China International Import Expo(CIIE) Beauty Zone is also the best epitome of global beauty brands practicing the "green" concept. The whole industry is making efforts to "green" from different dimensions such as composition, experiment and packaging.

When taking stock of the "achievements" of this "double 11" shopping festival, the "post-00" girl orange is most satisfied with the "green" beauty egg she bought back. In a well-known cosmetics retail store in a shopping mall in Tianhe business district, all-media reporters saw that the beauty eggs favored by oranges were placed in a conspicuous position in the store, and the advertising language on the billboard next to them declared that the beauty eggs were "green", pure and sustainable. The introduction of the salesperson in the store also explained the reason why the orange looked at it differently: in addition to greatly saving cosmetics, it also contained renewable plant ingredients, and the packaging jar was also made of recycled resin, and a more sustainable production process was adopted.

Orange told reporters that whether the product is "green" or not has become an important factor affecting her purchase decision.

There are many young consumers like oranges. In the store, the salesperson pointed to a skin care area popular with young people. This series of products used more than 90% natural ingredients, and some products used sugarcane residues to make degradable packaging materials. "Today’s young customers are more easily moved by the brand concept of’ natural’ and’ sustainable’, and they are actually integrating environmental protection concepts into their daily lives."

Corresponding to this attention, many young consumers are disgusted with ecological destruction. Mina is a "post-95" beauty lover. She told reporters that she has strict standards for brand selection, from ingredients to processes to packaging. "I once received a’ big hand’ luxury gift box. When I opened it, there was only a small tube of lipstick. In addition, it was all wrapping paper and dried flowers. It was really a waste. Since then, those over-packaged brands have been blacklisted by me. "

Then, in order not to be blacklisted by consumers and practice brand responsibility, how hard do beauty companies work?

This can be seen from the just-concluded Fourth China International Import Expo (hereinafter referred to as "China International Import Expo(CIIE)"). This year’s "China International Import Expo(CIIE)" is full of "green" and low-carbon wind, and the field of beauty cosmetics and daily chemicals is no exception. The "green" achievements are presented one by one, such as L ‘Oré al building an exhibition area with sustainable materials, Procter & Gamble launching an innovative e-commerce packaging "air capsule" and a "wild little green bottle" with recyclable and environmentally friendly aluminum bottles. In fact, this is just a microcosm of the "green" practice in the field of beauty.

Recently, Mintel, a global market research and consulting company, released "Global Beauty and Personal Care Trends in 2021", pointing out that future beauty brands will cooperate with more technology companies to help consumers obtain more transparent information and work together to reduce the environmental burden.

According to the actual situation of the domestic market, Pan Helin, executive dean and professor of the Institute of Digital Economy of Zhongnan University of Economics and Law, told reporters: "Although the awareness of environmental protection has been deeply rooted in the hearts of the people, for the vast majority of consumers, the most critical factor affecting the purchase decision is product utility. It is best to combine the concept of environmental protection with the utility of products, such as non-toxic, harmless, pure natural beauty of Xian Yi, old and young, and effectively increase the use income of consumers. "

Source: Guangzhou Daily

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

At present, with the development of cutting-edge technologies such as 5G, artificial intelligence, cloud computing, big data, etc., in the process of promoting the upgrading of 5G+ in manufacturing, agriculture, energy, transportation and other industries, it has also accelerated its landing in medical scenes, and brand-new digital medical technology is continuing to advance in depth.

Today, as an important field involving people’s livelihood and health, the medical industry is the focus of investment by major countries in the world. The data shows that in 2022, the global health care expenditure increased by 30% to 10.06 trillion US dollars (currently about 75.66 trillion RMB). Among them, China has continued to increase its efforts. According to the Statistical Bulletin on the Development of China’s Health Care in 2022, the total national health expenditure in 2022 has exceeded 8 trillion yuan, which is initially estimated to be 8,484.67 billion yuan, accounting for 7.0% of GDP. Compared with 2021, the total national health expenditure increased by 12.2% in 2022.

At the same time, relying on the leading cutting-edge technologies such as 5G and artificial intelligence, China’s medical industry has ushered in an important development moment-a new era of digital medical care, which has greatly improved the diagnosis, treatment and surgery, and improved the accuracy and efficiency of medical care. For example, AI+ Pharmaceuticals has greatly improved the innovation speed of new drug research and development; 5G+ first aid can transmit the patient’s vital signs data and medical examination data such as B-ultrasound in the ambulance back to the rear hospital in real time, greatly improving the efficiency of first aid. ……

At present, many places in China are accelerating the development of digital medical care. For example, Chongqing’s implementation plan for further improving the medical and health service system in Chongqing will strive to become a national medical center and a regional medical center, improve the medical and health service system, and bring the main health indicators of the city’s residents to the national advanced level; Beijing issued the Implementation Plan of Beijing on Accelerating the Construction of a Global Digital Economy Benchmark City, which will accelerate the construction of digital hospitals and promote the popularization and application of digital medical technology and related intelligent medical terminals. ……

At the same time, China’s leading scientific and technological enterprises are also actively helping to realize the digital transformation and upgrading of the medical industry. For example, as a leading provider of intelligent infrastructure in the industry, Lenovo is relying on new IT technology and joining hands with xinyi city Hospital of Traditional Chinese Medicine to greatly improve the quality of medical services.

Xinyi city Hospital of Traditional Chinese Medicine (xinyi city Hospital of Traditional Chinese Medicine) was established in 1958, and now it is a leading 3A hospital focusing on the integration of traditional Chinese and western medicine. As a teaching hospital of Nanjing University of Traditional Chinese Medicine and Yangzhou University School of Medicine, xinyi city Hospital of Traditional Chinese Medicine provides modern medical treatment, conducts scientific research, and provides patients with rehabilitation, health care and prevention-oriented services.

Recently, xinyi city Hospital of Traditional Chinese Medicine moved its facilities to a new campus which covers an area of over 110,000 square meters and provides 900 beds. At the same time, as part of the wider reorganization of medical facilities in Jiangsu Province, xinyi city Hospital of Traditional Chinese Medicine was merged with the former railway hospital.

At present, with the development, xinyi city Hospital of Traditional Chinese Medicine is facing the test of upgrading IT infrastructure. From medical images to electronic health records, the data volume of xinyi city Hospital of Traditional Chinese Medicine is increasing rapidly, which puts extra pressure on the core applications and IT infrastructure that support the smooth operation of services and facilities.

Now, moving to the new campus provides an opportunity for xinyi city Hospital of Traditional Chinese Medicine to redesign the existing IT infrastructure to cope with data growth in advance. With the smart hospital service expected to generate higher-scale digital information in the next few years, xinyi city Hospital of Traditional Chinese Medicine decided to upgrade its servers and storage supporting its core activities through an infrastructure that can provide high availability, solid flexibility and seamless scalability.

Director of Information Department of xinyi city Hospital of Traditional Chinese Medicine said: "In order to ensure that we can provide quality care for patients around the clock, the IT infrastructure supporting our operation must be solid and reliable, and can be expanded in a cost-effective way when the data volume increases."

In this regard, xinyi city Hospital of Traditional Chinese Medicine chose to cooperate with Lenovo, the leading intelligent infrastructure provider in the industry. Lenovo has a strong successful experience in helping hospitals and medical institutions in China to upgrade their systems and embrace digitalization, and has provided leading solutions for xinyi city Hospital of Traditional Chinese Medicine, which has greatly improved its digitalization level.

Lenovo’s solution not only supports the rapid growth of data in xinyi city Hospital of Traditional Chinese Medicine, but also provides all-round availability and promotes innovation. Among them, xinyi city Hospital of Traditional Chinese Medicine was deeply impressed by the real-time monitoring function contained in Lenovo’s solution, which enabled the IT team of the hospital to identify potential problems before problems appeared, and adopt more active system monitoring and maintenance methods, thus giving full play to the maximum value of Lenovo’s system in the whole life cycle.

At the same time, Lenovo has also provided unique service support for xinyi city Hospital of Traditional Chinese Medicine, which can provide rapid and responsive support during and after the implementation. Director of Information Department of xinyi city Hospital of Traditional Chinese Medicine said, "It is a great advantage for us to know that Lenovo can provide local and face-to-face support when needed. If we encounter any problems, the team is always ready to help and provide professional guidance. "

Nowadays, with the support of Lenovo ThinkSystem server, xinyi city Hospital of Traditional Chinese Medicine can quickly and easily expand its system to meet the ever-changing needs.

Today, the deepening of digital transformation has brought new and efficient experiences to the medical industry. In the future, as a leading intelligent infrastructure provider in the industry, Lenovo will provide more powerful technical support for the medical industry and help China realize the new development of digital upgrade.

1. Breaststroke-freestyle-backstroke-butterfly

2. freestyle-breaststroke-backstroke-butterfly

Among them: freestyle is the fastest. Breaststroke is best for exercise. In particular, it can shape beautiful leg and waist curves. The butterfly stroke is the most beautiful, like a mermaid. Backstroke is the most energy-saving and suitable for self-help. Hand-stroke to the back and "down" side. Palm down when paddling. Strive for maximum buoyancy and driving force. When the water comes out, the hand is in the shape of a "knife" (that is, the palm of the hand is opposite to the heart of the hand) to minimize the resistance. Legs-kick down and back. When retracted, the thighs and knees are open and the feet jump. (Think of frogs) Coordination-pushing water by hand and pedaling water alternately. Breathing-learning breaststroke, breathing is more difficult to master. Have to experience it several times. When the hand pushes the water downward, the body will float upwards. Take the time to let the head surface and take a breath. Beginners first learn hand posture in shoulder-deep water (the water is too shallow to feel). Lean forward when practicing. Learn to let your hands control the balance of your body. When you find the feeling, pedal your feet gently. You can try to float. At this time, you can try to cooperate with your hands and feet.

Frequently asked questions and answers:
1. Why do I always swim sideways in freestyle? It was straight, but after swimming for a while, it turned 90 degrees!
A: The posture is wrong and the force is not balanced. First, keep in mind that the goal is ahead. Second, when the hand enters the water, it should be in front of the chest, rowed to the chest, and then accelerated backwards to the side of the body to get out of the water. Seen from the side as an S-shaped curve. Third, the force should be balanced when the feet alternately pat down the water and push back the water. Fourth, when the head is swinging sideways to breathe, the direction of the hand entering the water should be kept in a straight line with the body. I think your hand may have changed direction when you swung your head, so you turned.

2, which brother gives a breathing skill? I always choke on water! ! !
A: The most difficult thing for beginners to master breaststroke is breathing.
Breathe out in the "O" shape in the water for three seconds. When your legs are holding water and your feet are close together, your hands should "press" the water to your chest. With these two forces, your head can naturally be lifted out of the water. Take a breath with your mouth immediately, for about a second. Remember, breaststroke breathes with your mouth, not your nose, so as not to choke water. ) at first, you may only be able to lift your head once or twice, and you are hardly in a hurry. But the posture is right, practice a few times more, and naturally you can cooperate with your hands and feet and breathe freely.

3. I am learning to swim recently, but why do I always turn around in the same place and find it difficult to move forward?
A: Moving forward mainly depends on the downward and backward pushing force of the feet. I think your legs only have the power to beat the water down, but not the power to push the water, so you can only move in place.

4. Do you use your hands and feet when swimming? Why can’t the body float?
A: The above two pictures show the hand-foot coordination posture of freestyle and breaststroke. Freestyle: Breathing, paddling and kicking 1: 2: 2 or 1: 2: 4. The second picture shows the breaststroke posture. From the picture, we can see that the human body is changing in a curved way. When swimming, when your feet are open, your hands are put together in a knife shape and stretched forward. At this time, your feet are hard and your hands are labor-saving. When the feet catch water backwards and recover it, the hands are separated to paddle downwards and backwards. At this time, the main force is the hand. So when you swim, you basically feel that your hands and feet alternate, not at the same time. Many beginners swim with their hands open and their feet open, and then their hands and feet are close together at the same time, which is wrong. It should be done alternately.
5. Is there any trick to holding your breath? It seems very uncomfortable to hold it for a long time.
Answer: When holding your breath, don’t inhale too much oxygen, which is about three-quarters of the maximum inspiratory capacity, and then breathe out when you can’t hold it any longer. When you breathe out, you breathe out a little, then hold it for a while, and then spit again. If you repeat this, you can hold it for a little longer.

A little advice:
Without a good teacher, it is very difficult to learn to fool around in the water alone. Therefore, it is very important to hire a good coach and master the methods.

How to learn to swim the fastest? What’s your experience?
Action structure and technical points
(1) The swimmer is in gliding posture, and his body is close to horizontal. About 80% of the head is submerged in the water, the face is slightly forward, the arms are extended, and the palm is facing the oblique outer side (2). The water catching action begins at about 7~9 inches underwater, and the hands are paddling sideways, and then the exhalation action begins.
(3) The arms have no obvious flexion, and they continue to row to the outside, and the exhalation continues to increase.
(4) When the swimmer’s head starts to move slightly upwards, the elbow joint starts to flex and the upper arm starts to rotate.
(5) When the arms reach the maximum width and the elbows bend about 110 degrees, the high elbow posture is obvious.
(6) Keep the head up, and when the mouth is out of the water, finally exhale. Hands begin to move inward to complete the final propulsion.
(7) When your arms are ready to go backwards, start inhaling, and don’t pull your elbows under the ribs. The knee joint begins to flex and the leg return movement begins.
(8) The mouth is closed, the inhalation is completed, the feet are brought to the buttocks, the elbow joint continues to extend, and the arms continue to move forward.
(9) Leg-returning action continues.
(10) The neck flexes and the head continues to tilt downward. Feet dorsiflexion, legs begin to move backwards, water pushing action, arms returning action.
(11) Push your feet back and start to come together. The swimmer then holds his breath until another stroke begins.
(12) Arms fully extended, hands slightly below the shoulder level, and legs kicking water nearly completed. When the swimmer completes the kick, he concentrates on keeping his body in a straight line. He will keep this gliding posture for a short time, and then when he feels the speed slow down, another arm stroke cycle begins.

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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