"Hanfu fever" is a national trend. When more and more young people fall in love with traditional culture, it also glows with new brilliance. Have you ever seen a "clay figurine" printed in 3D? How can traditional culture be revitalized and innovated in the new era? In this issue of China Youth Talk, Yang Jianfei, the sixth generation descendant of clay figurine Zhang, Zhang Hao after 00, director of the Department of Cultural Industry Management of China Communication University and associate researcher, was invited to talk about the increasingly fashionable traditional culture.

Source: China Youth Daily client

Virtual makeup test chart on the network

Text/Guangzhou Daily All-Media Reporter Chen Xin

Figure/data picture

A few days ago, the "White Paper on Beauty +AI Smart Marketing" (hereinafter referred to as the White Paper) jointly issued by the artificial intelligence company defiance technology and market research institution GfK pointed out that beauty merchants are caught in "communication anxiety" with consumers. On the one hand, online marketing blindly pursues "explosive models", a large number of homogeneous content and "unreachable" pain points, which makes consumers fall into anxiety of difficult choices; On the other hand, offline information acquisition has some shortcomings, such as low efficiency, especially in the special background of the epidemic situation, and there are more health concerns. In this regard, the white paper gives a solution: "Beauty +AI", especially the virtual makeup test based on AI technology.

In fact, many companies have already entered the game on the track of "Beauty +AI". Previously, L ‘Oré al launched a cosmetic virtual trial system, an AI foundation adapter, Meitu launched an "AI open platform", released Meitu Mirror Online, and Tmall Elf launched Queen smart beauty mirror … This attempt has also achieved initial results. The data shows that the total sales of beauty products have been greatly improved after an e-commerce platform launched a virtual makeup trial program.

Insiders pointed out that at present, the application of AI technology in the field of beauty still has the problem of "gimmick is greater than strength". For example, the lipstick color test project developed under the banner of AI has uneven edges and no deep integration with skin texture. Floating on the surface. At the same time, it also faces difficulties such as imperfect AI development tools, high technical threshold and scarce talents. It can be predicted that "beauty +AI" will generate more new forms in the future. However, as the "Z generation" consumers who are indigenous to the Internet, it is increasingly difficult to be fooled by all kinds of gimmicks, and they want to really "poke" the hearts of young consumers, and the fresh marketing methods will eventually return to the question of whether their strength is "hard core".

Source: Guangzhou Daily

Looking back, China has a long history of more than 5,000 years. Under the background of globalization, with the continuous promotion of the construction of "the belt and road initiative", China has been devoting itself to the construction of Community of Shared Future for Mankind, telling the story of China well, making the world realize the charm of China culture, and realizing the effective cross-cultural communication of Chinese excellent traditional culture in the big garden of world culture. With the continuous development of internationalization, cultural communication has become one of the important ways for a country to develop continuously in the world. So how to spread China culture and traditional values of China widely in the world has become an important issue in China’s cultural export. Telling the story of China to the world is a very effective way to spread China culture to the outside world.

What exactly is Chinese excellent traditional culture? Some people think that China’s excellent traditional culture is the figurative culture of four books and five classics, piano, chess, calligraphy and painting, Chinese martial arts, national costumes and folk customs handed down from ancient China. However, China’s excellent traditional culture not only includes these figurative cultural contents, but also some intangible cultural heritages that we recognize, which bear the excellent traditional culture of China. Chinese traditional culture embodies the creative source of the essence of Chinese civilization and carries the synthesis of moral inheritance, various cultural ideas and spiritual concepts in national history. It includes both material and institutional levels, as well as conceptual levels. Promoting the construction of a strong socialist culture is one of the important aspects to enhance the soft power of the country’s culture, and it is through inheriting and carrying forward China’s outstanding traditional culture. China’s outstanding traditional culture is the foundation and soul of the Chinese nation. With its profound ideological connotation, rich moral connotation and profound value concept, it is of great practical significance to China’s contemporary social and economic construction, political life, cultural construction and all-round development of people. "Generations of Chinese sons and daughters have cultivated and developed a unique and profound Chinese culture, which has provided a strong spiritual support for the Chinese nation to overcome difficulties and live endlessly." In the long history, the reason why the Chinese nation can become a great nation, stand among the nations of the world, and become more frustrated and brave after suffering is that it has nurtured and developed a unique and profound Chinese culture.It has provided strong spiritual support and rich cultural nourishment for its own development.

Cross-cultural communication is a very important research field in communication science. Cross-cultural communication refers to interpersonal communication and information dissemination activities between members of society under different cultural backgrounds. At present, with the continuous development of scientific and technological progress, cross-cultural communication can effectively promote cultural exchanges between countries.

If you want to tell a good story about China, it is important to know who will tell a good story about China. The cultivation of intercultural communicative competence can be said to be the ultimate goal of foreign language teaching. With the help of foreign language classroom teaching, it is undoubtedly a good choice to tell the story of China. Pay attention to knowledge transmission, value shaping and ability training, and cultivate international talents with China feelings. Such talents should be familiar with China’s national conditions, have an international perspective, have a solid theoretical knowledge, and have relevant translation skills. At the same time, they also have different countries’ historical and cultural knowledge backgrounds, so that they can adjust their strategies for spreading China’s stories in the case of different national audiences’ different reactions.

Knowledge transfer. In the process of foreign language teaching, we should pay attention to the teaching of culture. We should not only export our excellent local traditional culture to students, but also let students know about western culture, other countries’ languages and habits. Only in this way can we promote the integration of China and the West in the process of teaching and better let the West understand our culture. In the teaching process, we should respect the cultural differences between China and foreign countries, teach students in accordance with their aptitude, adjust their lecture contents according to different students, different places and local conditions, so that the audience countries can better understand China culture. In the course of teaching, we can convey our spiritual connotation to the west through some traditional stories and some contemporary stories. In the process of imparting knowledge, we should not only cultivate students’ ability of listening, speaking, reading, writing and translating, but more importantly, let students know the cultural background of the two countries, so that students can better communicate across cultures and become disseminators of Chinese culture. Teachers encourage learners to know more about China culture, help students build up cultural self-confidence and remove barriers to communication between different countries, thus contributing to the development of the two countries.

Value shaping. Everyone in China is deeply influenced by Chinese excellent traditional culture in the process of growth and study. In the hearts of every China people, there is a broad value consensus and common value pursuit, that is, socialist core values. This is our action guide and value core, and it is our ideological engine to realize the great rejuvenation dream of the Chinese nation. With the continuous progress of the times, our country has different development connotations in each period. In today’s era, socialist core values are more conducive to social development and can encourage people to develop better. We should combine the requirements of the times and vigorously carry forward socialist core values. Foreign language teaching plays an important strategic role in cultivating and practicing socialist core values. In our foreign language class, we should also establish students’ core values, integrate socialist core values with Chinese traditional culture, and tell stories that belong to our China in the process of teaching foreign languages.

Ability training. The first thing we should do is to improve the translation ability of foreign language talents. A foreign language is the best medium to tell a good story about China and convey the good voice of China. Communication is not only a form of spreading cultural pictures, but also a factory of cultural production. Telling a good story is not a one-way output, but an exchange between the two sides. The narrator tells a good story about China, and the listener can understand the connotation behind the story. This requires students to have the ability of cross-cultural communication. Can tell the good story of China in a way that is easier for international audiences to understand. When translating language expressions with China characteristics, we should learn to use terms that are in line with China’s national conditions. Foreign language students need to systematically learn cross-cultural knowledge, make reasonable translation based on cultural background, cultivate their cross-cultural literacy, and truly spread Chinese excellent traditional culture in cross-cultural context. Secondly, it is necessary to cultivate students’ ability to select and disseminate China cultural translation materials. Chinese culture has a long history and is profound, and there are many good stories to tell. So what kind of story to choose and how to teach it is a very challenging problem. Cultural content in translation selection is the main content we want to spread abroad. So how do we choose the right materials in the vast sea of literature? First of all, we should preserve the characteristics of China culture and select materials that can represent China culture. Chinese culture has traditional core values. Such as benevolence, righteousness, courtesy, wisdom and faithfulness, these China cultures are fundamentally different from other western cultures.China’s ancient philosophy and wisdom are also worthy of our consideration, which is also one of our very good materials. Therefore, when selecting materials for translation, the first thing we should do is that any material selection should not be divorced from China’s traditional core values, and we should choose a good story that best represents China’s characteristics and has the significance of external communication. Finally, it is necessary to improve the oral interaction ability of foreign language majors. To spread Chinese excellent traditional culture under the cross-cultural background, we must learn to use reasonable international expressions. Compared with one-way communication such as media and newspapers, personal cultural communication involves two-way communication between the narrator and the listener. Therefore, it is particularly important to improve students’ oral English expression ability, and good oral English expression can improve the effect of foreign communication of Chinese excellent traditional culture. Teachers should be good at stimulating students’ interest in speaking foreign languages, encouraging students to find opportunities to speak foreign languages, praising students’ progress in time and improving their self-confidence. Cultivate students’ awareness of foreign language culture, introduce students to the customs and humanistic environment of foreign societies, and create a good contextual foundation for students.

One of the carriers of cultural communication-Confucius Institute. Confucius Institute is the most representative China language and culture promotion organization that tells the story of China to the world. Under the new period and background, China is constantly glowing with new vitality. As an important way to export culture to the outside world, Confucius Institute shoulders great responsibilities and missions. As one of the important channels of cultural exchange, the Confucius Institute must first ensure that it has a good brand influence and a high external reputation. Only in this way can we increase the sense of identity and confidence of foreign society in Confucius Institute. The Confucius Institute can hold a series of activities such as "Chinese Bridge". During the activities, the Confucius Institute can invite local teachers and students to visit China and hold a variety of cultural activities, such as experiencing local characteristics and holding a Chinese Bridge Cup competition to attract more students to learn Chinese. At the same time, the "New Sinology Program" can be held to attract young talents from various countries to study in China, so that they can study for doctoral degrees in humanities and social sciences in China, and study Sinology from the perspective of foreigners, so that they can go deep into their lives, feel China and appreciate the charm of China culture, so as to promote China culture and enhance the international status of China culture. Confucius Institute should have its own courses with China characteristics, and introduce courses with local characteristics according to local conditions and the actual conditions of different countries and regions. According to a survey, most people come to the Confucius Institute for the purpose of learning the Chinese language and understanding the history and culture of China. And learning the Chinese language,Some people want to learn spoken Chinese well and strengthen their daily communication with China people. Others are full of love for China’s calligraphy, and their main purpose is to learn China’s Chinese characters and culture. Therefore, we can carry out targeted teaching, mainly focusing on teaching the basic knowledge of Chinese, supplemented by oral courses, but some cultural courses with China characteristics can be mixed with them, and the knowledge of China history should be combined to make the courses more lively and interesting. Let German Chinese lovers learn the cultural knowledge they want to learn according to their own needs.

At present, the Confucius Institute has a good momentum of development abroad. In order to gain a foothold overseas in the future, localized development will be the best choice. In order to train more high-quality native Chinese teachers, the Confucius Institute can set up a special training fund to allow outstanding German native teachers and outstanding graduates who are willing to teach Chinese in the future to study in China. Set up special courses for them, improve their Chinese level and Chinese teaching ability, and train them to grow into excellent Chinese teachers in a short time. At the same time, the Confucius Institute can also carry out a cooperative school-running plan, fully tap the local German teacher resources, carry out targeted training, conduct small-scale high-intensity guidance, purposefully improve the Chinese language ability and teaching level of local German teaching resources, select experienced professional Chinese teachers from China, and train more German-speaking Chinese teachers through one-on-one assistance, so as to steadily promote the rapid development of the Confucius Institute in Germany. In the concrete implementation, we should also create a positive image of Confucius Institute in the mainstream media. We should pay attention to building a network platform in German local and neighboring countries, provide exchange services for local China cultural lovers, provide updated information on a regular basis, and realize the sharing of network resources. Through the network platform, we can strengthen the organization and management of Confucius Institute students, and provide characteristic online courses and study plans for Chinese learners in Germany, imitating the domestic learning model, so as to facilitate learners to choose their studies freely according to their hobbies and freely arranged time. Most importantly,We must strengthen cooperation with German local media, make positive reports on Confucius Institute with the help of local media, try our best to establish a good brand image of Confucius Institute, and strive to improve the brand competitiveness of Confucius Institute.

To sum up, the 5,000-year-old traditional culture is our cultural heritage, and the progress brought about by the reform and opening up is the foundation of our confidence. Concepts such as "the belt and road initiative" initiative and Community of Shared Future for Mankind have provided excellent conditions for us to develop Socialism with Chinese characteristics culture. Informatization and globalization are the development trends in today’s world, which puts new demands on the positioning of Confucius Institutes. Confucius Institutes should not only show their mission in combination with the current trends, but also shoulder the role of cultural diplomacy. They should not only position themselves as Chinese teaching and cultural communication institutions, but also consciously play their role in cultural diplomacy. With the continuous strengthening of China’s national strength, it is unstoppable for culture to go abroad. Telling the story of China well and making China’s voice resound through the world means that China’s international status is constantly strengthening. However, if we want to tell the story of China well, we need to dig out the good stories in China culture that can resonate with the world. At the same time, we should set up an excellent team with international vision and cross-cultural communication, deepen international cooperation with an international vision, strengthen research on the international market, optimize communication strategies, and spread the excellent traditional socialist culture with China characteristics to every corner of the world.

(Author: Dong Kun, lecturer of bohai university Foreign Studies University, doctoral student of European Civilization Institute of Tianjin Normal University; This paper is the research achievement of Hebei Social Science Fund Project [No.:HB21SL002]. )

Source: Guangming Net

1. "Against the Water"

At the end of the Northern Song Dynasty, a tragic night fall story unfolded in Sanqingshan area. This beautiful place is the headquarters of Zimen, located in the rich Jiangnan East Road. The founder of Zimen is the great Wei Qingqing. It deeply involves many elements such as river’s lake grievances, court disputes, gang vendettas, emotional entanglements, and various market situations, and vividly depicts a picture of life in the Northern Song Dynasty.

Now the quality of most games is almost the same, and the games recommended by many platforms are very similar. Although they are some mainstream games, they ignore the feelings and real needs of some players, and how to operate them is the key. Some game manufacturers will cooperate with major domestic platforms, such as the old driver base, dazzle-raccoon-tour-drama-official-net-. Give a start of 5000 and a real charge of more than 648 per day. This may be the ultimate experience that players want to have. However, the daily quota is limited, and those who are often short of games can use the case number-one-wipe-red-dust-come and try their luck.

2. "Egg Party"

In the game, players can become cute eggs and challenge various fantasy levels with friends; At the same time, you can also pick up various props in the scene to hinder the actions of other eggs. The game provides all kinds of interesting props, such as bombs, freezing, electric shocks and even farting. In addition, the game also provides an egg workshop, which allows players to use their imagination and create more interesting levels and props.

3. "Fantasy Westward Journey"

This game is a role-playing game. In the game, players can control different characters to fight and go through one level after another. There are many unknown levels in the game waiting for players to unlock. These levels are very exciting, and players can experience many simple and interesting ways to play.

4. The Master of Yin and Yang

Is a card game, players need to collect all kinds of monster cards, through training and matching, to create a strong lineup to meet various challenges. Each monster has unique skills and attributes, and players need to make reasonable choices according to the actual situation. In addition, "Master of Yin and Yang" is also a card-collecting game. Players need to gradually cultivate their own small gods and improve their level and combat effectiveness. In the game, players need to use strategies to choose the right cards and gods in order to win in the battle.

5. The Fifth Personality

Players will play detective Orpheus. After receiving a mysterious entrustment letter, they will step into the notorious manor and uncover the truth of a missing case. In the process of searching for evidence, Orpheus, played by the player, will use deductive method to deeply analyze the case. In the case review session, players can choose to play the role of supervisor or survivor and launch a fierce confrontation. However, with the deepening of the investigation, when the truth gradually surfaced, it revealed more and more incredible facts.

6. "Ghost Story"

It is a real-time role-playing game developed by Netease Thunder Fire Studio. This game was officially opened for public beta on May 19th, 2016. The script of the game is adapted from the story of Nie Xiaoqian in Strange Tales from a Lonely Studio. In the game, in the late Ming dynasty, all beings suffered and the world fell into chaos, which originated from the awakening of Pangu Yuanshen. Only by rediscovering and sealing the Yuan Shen Zhu can we calm this storm.

7. Light Encounter

Light Encounter is a unique social adventure game. The game has unique settings, warm style and pleasant plot. In the game, players can enjoy different scenery and be free to explore and take risks. Although the game has no dialogue, it can be deeply rooted in people’s hearts and arouse the resonance of players. Players can join hands with their friends to complete the cloud adventure and enjoy the free and warm journey in the cloud.

8. Battle for Peace in Beijing

The decisive battle of Ping An Jing is a non-attached competitive MOBA mobile game launched by Netease. This game has unique skill setting and rich tactical play, so that players can experience the lovely and efficient collocation of Yin and Yang and the fun of free collocation. In addition, the game also incorporates the elements of Netease’s exclusive IP "Yin Yang Shi", bringing more freshness and benefits to players. The launch of Ping An Jing, the decisive battle, provided players with a richer and more varied game experience and was warmly welcomed by the majority of players.

9. "A Dream of Rivers and Lakes"

Recommend a Netease game: A Dream of Rivers and Lakes. This beautiful role-playing game adopts the beautiful picture texture of the national style. In the game, you can experience the life of rivers and lakes with pleasure and enmity, and have a drink with heroes from all walks of life. The characters in the game are rich and colorful, with both the demeanor of a late-life hero and the heroic attitude of a young knight. If you love the beautiful painting style and martial arts theme of mobile games, then "A Dream of Rivers and Lakes" will definitely bring you a unique game experience.

10. Forgotten Sichuan Scenery Record

Netease games strongly recommend "Forgotten Sichuan Scenery", which is a mobile game with unique national charm and leads people to explore the heyday of historical celebrities. In the game, excellent games continue to be exported, and they have achieved great success in overseas markets recently. Role-playing is unique, the characters are lifelike, and the costumes are meticulous. The plot is rich and full, which makes people indulge in forgetting Sichuan and appreciate the elegance of historical celebrities and the stories behind them.

In the recent allocation of seats in the finals, the China Badminton Team once again demonstrated its strong strength and firmly sat on the top of the world badminton. However, we also have to notice the rising momentum of Korean badminton teams in recent years, and they have become strong competitors of China team in the world badminton stage with amazing performance.

Since the 1990s, the China badminton team has begun to emerge on the world stage. With excellent skills and solid training, they quickly became the world badminton leaders. For many years, the China team has made great achievements in various important competitions, and won the world championships and the Olympic Games for many times. These brilliant achievements have enabled the China team to sit firmly at the top of the world badminton, and won the hearts of countless fans.

However, in recent years, Korean badminton teams have frequently brought challenges to China. Korean badminton players performed well, and they broke into the territory of China team with their agile skills and excellent skills. Many young Korean players have made their mark in various competitions and become strong competitors of the China team in the world badminton.

It is particularly worth mentioning that the Korean team performed particularly well in the women’s badminton event. They not only have excellent technical level, but also show strong teamwork ability. In recent years, the Korean women’s badminton team won the championship frequently, which brought great pressure to the China team. China team has to take this new competitor seriously and keep a good competitive state.

Of course, the strength of China team is still the benchmark of badminton in the world. China’s players have shown extraordinary strength and talent in various events. They have superb technology, excellent reaction ability and strong psychological quality, which enables them to remain calm and win at critical moments. Regardless of the men’s or women’s events, the China team has shown a strong dominance.

Nevertheless, the rise of Korean badminton team can not be ignored. They constantly improve their own level, strengthen the competition with China team, and inject new vitality into the development of badminton in the world. The competition between China and South Korea not only inspired each other’s fighting spirit, but also presented a wonderful badminton feast for the global audience.

To sum up, the China badminton team continues to sit firmly at the top of the world, but the rise of the Korean badminton team has also brought great challenges to the China team. The competition between the two teams will boost the development of badminton in the world. Let’s look forward to more wonderful duels and excellent performances in the future!

What is culture? Writing is "recording, expressing and commenting", while culture is "analysis, understanding and tolerance". The characteristics of culture are: history, content and story. Many philosophers, sociologists, anthropologists, historians and linguists have been trying to define the concept of culture from the perspective of their respective disciplines. The above is a slightly official interpretation. I only interpret the word "culture" from a personal point of view or a biased point of view. Culture is root-seeking and positioning!

Searching for roots means knowing where you come from.

As individuals, seeking roots means knowing who our ancestors are, and then we have some traditional clan genealogy. Who are our parents, grandparents and great-parents? I have been looking for it all the time. In the past, some people said that this person is well-rooted, well-born, and there are no unscrupulous people in the clan for three generations. He is a reliable person. What I am talking about here is his origin. Some big families have also formed their own clan culture. For example, Zeng Guofan once left a 16-character proverb: "If you are frugal, you will prosper, and if you are diligent, you will be healthy; Be diligent and frugal, and never be poor. " Manage the family by frugality.

Zeng GuofanI have always asked my family to live frugally and stay away from luxury. When he met aristocratic men in Beijing who were blindly extravagant, corrupt and profligate, he refused to let his children live in Beijing. His original wife has been leading her children to live in their hometown in the countryside, and the plaques of "Xiangfu" and "Houfu" are not allowed to hang outside the door. Zeng Guofan demanded that "we should be honest and frugal, and swear not to send any money to our families." My wife has no spare money at home, and cooks and textiles herself.

Diligent in learning. In addition to "frugality", Zeng Guofan’s other requirement for his children is "diligence". Zeng Guofan insisted on writing letters to his children, correcting poems for them and discussing various problems in his studies and life. He wrote to his son, Ceng Jize, asking him to dress neatly after getting up every day, to greet his uncle and uncle first, and then to clean all the houses before sitting down to study, practicing 1,000 words every day.

Zeng Guofan also urged his family to keep studying every day, and drew up a strict study plan for the whole family many times: "My family’s men are indispensable in reading, writing and writing. Women are indispensable for clothing, food, coarse (work) and fine (work). "

Attach importance to family education. Zeng Guofan had three sons and five daughters, and his youngest daughter, Ceng Jifen, lived to be 91 years old. In 1875, Ceng Jifen married Nie Jia in Hunan. Zeng Guofan stipulated that each daughter’s dowry should not exceed 200 taels of silver when she gets married, and there is also a homework list written by her father. Zeng Guofan wanted to train his daughter to be a diligent housewife. In fact, her daughter did better than her father expected.

A good clan culture can make a family flourish, as well as a nation. The nation is talking about history. China has a long history of 5,000 years. China people are honest, hardworking, brave, simple and intelligent, and there are many cultural classics handed down, such as the Book of Changes, the Tao Te Ching, the Analects of Confucius and Mencius. All dynasties pay attention to cultural inheritance, and all dynasties pay attention to the compilation of historical books, such as Zi Zhi Tong Jian, which we are familiar with. For this inheritance that we should criticize, we should take what we have and give up, publicize it well, and abandon what does not meet the needs of contemporary society. China is also known as the country of etiquette, especially Confucius has always emphasized the rites of Zhou, and people pay attention to etiquette when they communicate with each other. The younger generation should salute when they see their elders, and the lower level should salute when they see their superiors. Confucius has always emphasized benevolence, righteousness, propriety and wisdom, including the wisdom of the sages. If we don’t pay attention to inheritance and study, we won’t know our own culture. Then you don’t know your position.

As a country, it also needs cultural orientation, such as the 24-character socialist core values: prosperity, democracy, civilization, harmony, freedom, equality, justice, the rule of law, patriotism, professionalism, honesty and friendliness.

Culture is positioning.The Tang Priest has a classic sentence in Journey to the West: The poor monk Tang Xuanzang came from the Tang Dynasty in the east and went to the Western Heaven to worship the Buddha for Buddhist scriptures! This sentence illustrates the problem, always know.Who are you? Where are you from? What are you doing? Where are you going? This is positioning.I’m Tang Xuanzang: I’m invited by the king of Tang to learn from the scriptures. My mission is to learn from the scriptures and constantly beat myself. I can’t complain about the superior king of Tang, the imperial court or bow to difficulties. At present, some Chinese people, as Chinese people, complain about the country all day, especially abroad, and forget who they are. Eating China’s water and food, instead of cursing the motherland and cursing mothers, such people are called unfilial descendants and forget their roots, but if they are also like this abroad, their nature will change, that is, the scum of the nation will become fake foreign devils. Especially in today’s epidemic, some clowns are jumping up and down and gossiping.

where i was from?The word "filial piety" is interpreted in Shuo Wen Jie Zi as being obedient to the old. Performance is inheritance, inheritance, and the premise of inheritance and inheritance is recognition, and recognition contains the meaning of respect and affirmation. Personally, we should recognize our parents, that is, respect and affirm their advantages, and our lives are subject to their parents, so we should know how to be grateful; The traditional genes of parents should be recognized, such as hard work, kindness and other good things, of course, they should be critically inherited and objectively evaluated, and they should be divided into two and not go to extremes. A family is like this, and so is a country and a nation. Don’t always scold your mother, you are not filial, and the luck of unfilial people is not much better! Because some genes in your parents come to an abrupt end on you, denying your ancestors, and your soul track has changed. . . . .

When it comes to filial piety, it means recognition first, and recognition at its peak means worship, and worship means reverence. China’s gods are all human beings, such as Fuxi, Guan Gong, Zhao Gongming, Yue Fei, etc. If we worship Guan Gong because of his loyalty, our fate will only change if we become such a person. Of course, more people pray for Guan Gong to protect and take care of themselves, because he has skill and he is a god, but the prerequisite for this kind of god to bless you is that you need it. We worship Guan Yu, and more importantly, we should straighten our mentality, learn to let go and become loyal people. When we worship a bodhisattva, we learn to be like a bodhisattva, learn to help others, and there is a saying that helping others is actually helping ourselves. The ancients paid attention to helping others and helping themselves. What kind of person you worship must be, so it will work, otherwise you can only be given a sentence: don’t burn incense at ordinary times, cram for the Buddha’s feet temporarily. Buddha can’t help you if you don’t do a good job in the early stage and worship Buddha temporarily.

Culture includes a lot of contents, too. Culture is condensed in the material and dissociated from the material. The history, geography, customs, traditional customs, lifestyle, literature and art, code of conduct, way of thinking and values of a country or nation that can be passed down are endless. Let’s stop here today! If you are not finished, please leave a message in the comments section!

How long has it been since you went to the beauty shop?

Li Si (a pseudonym), a white-collar worker in Shenzhen, was once the "iron powder" of the beauty collection shop. In the first two years when the beauty collection shop was the hottest, she went to the first colorist in Shenzhen with her friends to try on lipstick, punch in and take photos, and often visited chain brand stores like KKV and Jinliang Life.

"In the past two years, I really liked to visit Jinliang Life. It has a complete range of cosmeceuticals, and the decoration style is also my favorite ins style. There is also a tea partition, so I can have a rest when I am tired. But when I go again this year, I feel that skin care samples are not as many brands as before, and there are almost no people in the store. " Li Si said bluntly.

The depression of stores is not groundless. Recently, Jinliang Life announced that it will close all offline stores before December 31, 2022, focusing on online business. According to the notification letter provided by the online transmission supplier, Jinliang Life blamed the decision to close the store on the continuous impact of the epidemic.

It is reported that Jinliang Life is a beauty collection store brand founded by Steady Medical in 2019, with more than 2,000 products on the store shelves, covering skin care, make-up, fragrance, personal care, home cleaning and other categories. By the end of 2021, Jinliang lived in 10 stores all over the country.

The retreat of Jinliang’s life is just the epitome of the collective "flameout" of beauty collection stores. Since last year, the new beauty collection stores such as THECOLORIST Colorist, HAYDON Black Hole and KKV have closed down one after another to varying degrees, while the traditional head beauty collection stores Sasha, Watsons and Zhuo Yue have also suffered from sluggish performance and are deeply mired in business bottlenecks.

Can the wind of the beauty collection shop still blow?

The beauty cosmetics collection shop has a hard time.

Looking back on the past, the new and old beauty collection stores were once bustling and brilliant.

In 2019, the new beauty collection store quickly became popular with its high value, low price and complete categories, and brands such as HAYDON Black Hole, WOW COLOUR and Colorist set off a wave of queuing and punching. As early as the golden age of free travel in Hong Kong more than ten years ago, Zhuo Yue, Sasha and Watsons were important places for countless tour groups, purchasing agents and young consumers to buy cosmeceuticals.

Nowadays, the beauty collection store is undergoing a crisis of survival and closing the store again and again.

In May of this year, HAYDON Black Hole closed three stores successively; The number of WOW COLOUR stores has also been reduced from more than 300 at the peak to more than 100 today, and the number of stores has been folded.

In addition, KKV and colorist THE COLORIST continue to close stores. In the first half of 2021 alone, KKV has closed 44 franchisees, while THE COLORIST has closed 59 franchisees. According to the reporter of Time Weekly, THE COLORIST has three stores in Guangzhou, and the Wanlinghui store has been closed before.

On the other hand, Watsons, Salsa, Zhuo Yue and other traditional beauty collection stores can’t escape the fate of a sharp drop in performance.

According to the financial report for the first half of 2022, Watson’s China market sales were 9.685 billion Hong Kong dollars, down 17% year-on-year; Earnings before interest and tax achieved HK$ 623 million, down 60% year-on-year.

According to the financial report, in the six months to September 30, 2022, Sasha International’s turnover reached HK$ 1.55 billion, down 2.9% year-on-year, with a loss of HK$ 133 million during the period. Among them, the retail sales in mainland China dropped by 13.1% to HK$ 120 million.

In the financial report, Sasha attributed the decline in performance in China to the loss of stores, pointing out that during the reporting period, despite the closure of stores that recorded losses during the reporting period and efforts to reduce operating costs, the business in China was still dragged down, and the loss increased by 5.1% year-on-year to HK$ 44 million.

In terms of the number of stores, the number of Watsons stores decreased by 124 in the first half of this year. As of September 30, 2022, the total number of international retail stores in Shasha has decreased from 234 to 193, with the largest number of stores closed in mainland China, with 35 stores reduced and 42 remaining.

In addition to the decline in performance, stores are closed, and more traditional beauty collection stores are facing bankruptcy.

In April this year, Zhuo Yue released its annual report for fiscal year 2021, showing that the company achieved operating income of HK$ 627 million, up by 16.37% year-on-year, and the net loss attributable to the parent company was HK$ 208 million, down by 18.63% year-on-year. In June this year, Zhuo Yue officially announced the suspension of trading on the Hong Kong Stock Exchange; In September, Ye Junheng, the founder of Zhuo Yue, and his wife and son were also filed for bankruptcy by Fuying Co., Ltd., a subsidiary of Hongan Group.

The guest bill rate is worrying

The life of beauty collection stores is not easy, which is not unrelated to the "shrinking" of the domestic beauty retail market.

Statistics from the National Bureau of Statistics show that the total retail sales of cosmetics from January to October this year was 308.4 billion yuan, down 2.8% year-on-year. Since the beginning of this year, the growth rate of total retail sales of cosmetics has been maintained at the lowest level in five years, and it has been declining for three consecutive months. This kind of pressure from retail terminals has become one of the "straws" to crush beauty collection stores.

Affected by the epidemic situation, the downward trend of offline consumption, changes in shopping channels and other factors, the passenger flow of beauty collection stores has been greatly reduced, and the conversion rate of customer orders has been further reduced. Making ends meet is also the cause of a large number of closure of beauty collection stores.

Yang Ping (pseudonym) has worked in Shasha for many years, and is currently engaged in sales planning in a new beauty collection store enterprise. She told the Times Weekly reporter that in the past, the problem of low conversion rate of beauty collection stores mainly existed in new beauty collection stores. Traditional beauty collection stores had a certain customer base and were still "able to withstand", but with the emergence of a large number of social platforms such as Xiaohongshu and domain bloggers in the past two years, and the rise of live broadcasts and short-sighted band goods, new and old beauty collection stores were separated by more than half of the customer lists online.

According to the data of Ai Media Consulting, the market size of China cosmetics industry will reach 455.3 billion yuan in 2021, and it is estimated that the market size of China cosmetics industry will reach 516.9 billion yuan in 2023. According to the survey data of Ai Media Consulting, 72.6% of consumers will buy cosmetics on the integrated e-commerce platform, and e-commerce will continue to be the main channel of major brands.

On the other hand, the homogeneity of the products sold and the lack of brand characteristics have also led to the collective "running" of beauty collection stores.

"Beauty collection stores like Sasha and Zhuo Yue mainly sell Japanese, Korean and European makeup. Compared with them, new beauty collection stores have more domestic brands of makeup. But even so, there are still too many identical products, and consumers are prone to aesthetic fatigue. There is no way to effectively stimulate consumption just by engaging in promotional offers. " Yang Ping explained.

Bai Yunhu, an expert in beauty management, said that there are some shortcomings in the "people’s goods yard" of today’s beauty offline collection stores, and there are still many problems in cultivating consumers’ minds, supply chain management and offline store scene design.

Beauty collection stores are collectively saving themselves.

HARMAY Huamei enhances its competitiveness by introducing new domestic brands such as Rose Manor, ChunShan Chunshan and East Beast from ANN’S ROSARY. WOW COLOUR will expand the diverse categories such as cosmetics, perfume, aromatherapy and toiletries on the basis of makeup and skin care, trying to open up the brand beauty product matrix; Watsons has continuously adjusted its store opening strategy, combined online shopping malls with offline stores, and started the O2O retail model by developing online operating tools such as WeChat official account, applets, and communities.

From the perspective of the industry as a whole, the beauty market still has room for improvement, and the beauty collection store is not desperate. In the face of the current predicament, how to regain the favor of consumers is the fundamental problem that beauty collection stores need to think carefully. (Time Weekly)