5 kilometers is a good distance for people who want to start running.Taking 5 kilometers as the first running goal will not give up because the goal is too far away, nor will it lose motivation because the goal is too easy to achieve.

The distance of 5 kilometers belongs to the goal that you can accomplish with a little effort. You can fully feel the charm of long-distance running at this distance, and the training time will not exceed one hour, and most people can take time to run.

In fact, for those who just started running, the most important thing to learn is how to make your long-term motionless body gradually adapt to training.For most people, as long as they don’t blindly pursue speed and step by step, they can run down 5 kilometers.

When you can run 5 kilometers, you basically have the endurance and physical strength needed for long-distance running. For weight loss, jogging for 5 kilometers basically takes more than half an hour, and the effect is also very good.

Therefore, Lao Wang suggested that no matter what your running purpose is, you can set the first goal as 5 kilometers.

I have done a 5-kilometer running plan before, and it will take 8 weeks to help you gradually transition from running and walking to running 5 kilometers without interruption.

Before starting the plan, there are several points for attention:

1. Training principle: Under the plan of running and walking, gradually reduce the walking time and correspondingly extend the running time. If you feel breathless when running, remember to slow down.

2. If you are over 40 years old and have a BMI greater than 35, or have a family history of heart disease, please consult a doctor first.

3. If your body reaction tells you that the training progress is too fast, you can not rush into next week’s plan, but repeat this week’s plan. Although it takes a little more time, it can minimize the harm and burden to the body and is also the safest way.

4. If the difficulty of the plan is too easy for you and you feel that the progress is too slow, you can go directly to next week’s plan.

The official plan is as follows:

The first week:

For many people, the original intention is to lose weight and promote health, so a large proportion of first runners are heavy people and weak groups. This kind of people’s support system such as muscle ligament and cardiovascular system are still in the initial stage and need to be strengthened, which requires a very careful training plan.

Therefore, it is generally recommended that people who want to start running should start from walking, rather than running directly when they get up. Therefore, our novice junior running plan is to start from walking and transition to running and walking.

Monday: 1. Warm up by walking for 5 minutes; 2. Run for 3 minutes+walk for 2 minutes, and cycle for 20 minutes; 3. Walk for the last 5 minutes to relax.

Tuesday: 1. Warm up by walking for 5 minutes; 2. Run for 3 minutes+walk for 2 minutes, and cycle for 30 minutes; 3. Walk for the last 5 minutes to relax.

Wednesday: rest

Thursday: 1. Warm up by walking for 5 minutes; 2. Run for 3 minutes+walk for 2 minutes, and cycle for 30 minutes; 3. Walk for the last 5 minutes to relax.

Friday: Cross-training for 20 minutes (spinning or elliptical machine)

Saturday: 1. Warm up by walking for 5 minutes; 2. Run for 3 minutes+walk for 2 minutes, and cycle for 45 minutes; 3. Walk for the last 5 minutes to relax.

Sunday: Rest.

Training tips:Try to choose a softer venue, it is best to practice on the plastic track of the playground, and don’t run on the hard cement floor.

The second week:

Slightly reduce the amount on the basis of the first week, so that the body has a slightly buffering process.

Monday: 1. Warm up by walking for 5 minutes; 2. Run for 3 minutes+walk for 1 minute and cycle for 20 minutes; 3. Walk for the last 2 minutes to relax.

Tuesday: 1. Warm up by walking for 5 minutes; 2. Run for 3 minutes+walk for 1 minute, and cycle for 28 minutes; 3. Walk for the last 5 minutes to relax.

Wednesday: rest

Thursday: 1. Warm up by walking for 5 minutes; 2. Run for 3 minutes+walk for 1 minute, and cycle for 28 minutes; 3. Walk for the last 5 minutes to relax.

Friday: rest

Saturday: 1. Warm up by walking for 5 minutes; 2. Run for 3 minutes+walk for 1 minute and cycle for 40 minutes; 3. Walk for the last 5 minutes to relax.

Sunday: Rest.

Training tips:Only by increasing the depth of breathing properly when running can the body’s demand for oxygen be met to the maximum extent. When the depth is strengthened, it is possible to discharge more waste gas and increase the negative pressure in the lungs, thus making inhalation more labor-saving and increasing the inhalation volume.

The third week:

The intensity of this week is higher than that of the first week and the second week. After two weeks of physical preparation, it can generally be completed smoothly.

Monday: 1. Warm up by walking for 5 minutes; 2. Run for 4 minutes+walk for 1 minute and cycle for 25 minutes; 3. Walk for the last 2 minutes to relax.

Tuesday: 1. Warm up by walking for 5 minutes; 2. Run for 4 minutes+walk for 1 minute and cycle for 30 minutes; 3. Walk for the last 5 minutes to relax.

Wednesday: rest

Thursday: 1. Warm up by walking for 5 minutes; 2. Run for 5 minutes+walk for 1 minute and cycle for 30 minutes; 3. Walk for the last 5 minutes to relax.

Friday: rest

Saturday: 1. Warm up by walking for 5 minutes; 2. Run for 4 minutes+walk for 1 minute and cycle for 45 minutes; 3. Walk for the last 5 minutes to relax.

Sunday: Rest.

Training tips:Always run at a relaxed and comfortable speed. Don’t think of training as a competition. You should be able to speak smoothly, even sing, without panting or breathing difficulties. If you can’t do it, you have to slow down.

The fourth week:

The proportion of running is gradually increasing. It should be noted that the overall training time on Saturday is reduced, but the continuous running time is longer, which will prepare for the prolonged continuous running time in the future.

Monday: 1. Warm up by walking for 5 minutes; 2. Run for 6 minutes+walk for 1 minute, and cycle for 28 minutes; 3. Walk for the last 3 minutes to relax.

Tuesday: 1. Warm up by walking for 5 minutes; 2. Run for 6 minutes+walk for 1 minute and cycle for 35 minutes; 3. Walk for the last 5 minutes to relax.

Wednesday: rest

Thursday: 1. Warm up by walking for 5 minutes; 2. Run for 6 minutes+walk for 1 minute and cycle for 35 minutes; 3. Walk for the last 5 minutes to relax.

Friday: rest

Saturday: 1. Walk for 5 minutes+run for 5 minutes; 2. Walk for 5 minutes+run for 10 minutes; 3. Walk for 5 minutes+run for 5 minutes; 4. Walk for the last 5 minutes to relax.

Sunday: Rest.

Training tips:Usually, the breathing rhythm of jogging is to breathe every 2- 3 steps and breathe every 2-3 steps. As the distance increases, the fatigue of the body will gradually increase. At this time, you can slow down to adjust the breathing rhythm and try to make yourself run easily while completing the plan.

The fifth week:

The proportion of running has accounted for the bulk of the overall training, and the single duration is getting longer and longer. This means that your endurance has also been enhanced.

Monday: 1. Warm up by walking for 5 minutes; 2. Run for 7 minutes+walk for 1 minute, and cycle for 24 minutes; 3. Walk for the last 3 minutes to relax.

Tuesday: 1. Warm up by walking for 5 minutes; 2. Run for 7 minutes+walk for 1 minute, and cycle for 32 minutes; 3. Walk for the last 5 minutes to relax.

Wednesday: rest

Thursday: 1. Warm up by walking for 5 minutes; 2. Run for 7 minutes+walk for 1 minute, and cycle for 32 minutes; 3. Walk for the last 5 minutes to relax.

Friday: rest

Saturday: 1. Walk for 5 minutes+run for 8 minutes; 2. Walk for 2 minutes+run for 12 minutes; 3. Walk for 2 minutes+run for 8 minutes; 4. Walk for the last 5 minutes to relax.

Sunday: Rest.

Training tips:Keeping enough water is very important for your running. It is generally recommended to replenish some water every 15-20 minutes during running. If you run for more than an hour, you can drink a little sports drink to replenish your energy. Of course, if you lose weight, you should drink water.

Week six:

This week, the running cycle has been extended to 40 minutes, and there is only one minute of rest. Come on, it is very close to the goal.

Monday: 1. Warm up by walking for 5 minutes; 2. Run for 9 minutes+walk for 1 minute and cycle for 30 minutes; 3. Walk for the last 5 minutes to relax.

Tuesday: 1. Warm up by walking for 5 minutes; 2. Run for 9 minutes+walk for 1 minute and cycle for 40 minutes; 3. Walk for the last 5 minutes to relax.

Wednesday: rest

Thursday: 1. Warm up by walking for 5 minutes; 2. Run for 9 minutes+walk for 1 minute and cycle for 40 minutes; 3. Walk for the last 2 minutes to relax.

Friday: rest

Saturday: 1. Walk for 5 minutes+run for 12 minutes; 2. Walk for 2 minutes+run for 12 minutes; 3. Walk for 2 minutes+run for 6 minutes; 4. Walk for the last 5 minutes to relax.

Sunday: Rest.

Training tips:If a body part is uncomfortable or injured, stop. Don’t try to "run with pain", this is not the time to compete with your beliefs. Even if someone will do this, it is actually the stupidest thing to do. The more you run, the more you get hurt, which will eventually make you have to spend several times to recover.

Week seven:

You can try to complete the 5 km distance for the first time this week.

Monday: 1. Warm up by walking for 5 minutes; 2. Run for 15 minutes+walk for 1 minute, and cycle twice; 3. Walk for the last 5 minutes to relax.

Tuesday: 1. Warm up by walking for 5 minutes; 2. Run for 12 minutes+walk for 2 minutes, and cycle for 3 times; 3. Walk for the last 5 minutes to relax.

Wednesday: rest

Thursday: 1. Warm up by walking for 5 minutes; 2. Run for 12 minutes+walk for 2 minutes, and cycle for 3 times; 3. Walk for the last 5 minutes to relax.

Friday: rest

Saturday: 1. Warm up by walking for 5 minutes; 2. Run 5 kilometers continuously; 3. Walk for the last 5 minutes to relax.

Sunday: Rest.

Training tips:If you feel sore after a certain training, take a day off and the plan can be postponed. This is not a bad thing for your health. Rest is also a part of training, which will effectively prevent you from getting hurt.

Week 8:

Continue to consolidate your training results this week.

Monday: 1. Warm up by walking for 5 minutes; 2, running 3 kilometers, capable of running 5 kilometers; 3. Walk for the last 5 minutes to relax.

Tuesday: rest

Warm up on Wednesdays and Mondays by walking for 5 minutes; 2. Run for 5 kilometers; 3. Walk for the last 5 minutes to relax.

Thursday: rest

Friday: 1. Warm up by walking for 5 minutes; 2. Run for 5 kilometers; 3. Walk for the last 5 minutes to relax.

Saturday: rest

Sunday: Run as you like, or celebrate!

The ultimate goal of this plan is not only to help you successfully complete 5 kilometers, but also to develop good running habits. Lay a solid foundation for you to successfully complete the 10 km, half marathon and full marathon in the future.

How long did it take you for the first 5 kilometers?

Poster of "Donkey’s Water"

Special feature of 1905 film network Mahua FunAge’s second film, The Water of the Donkey, was released last Friday. This low-cost film, which has no big director, no stars and no special effects, has actually held the first place in the box office, and has been well received. Some people even call it the best domestic feature film this year.

　

After "Charlotte" and "Donkey’s Water", there will definitely be more and more film and television companies aiming at drama adaptation of this IP pond. A few days ago, Rao Xiaozhi’s "Hello, Crazy" just held a final release conference in Peking University Centennial Lecture Hall; Ying Huang’s "French Dinner for Two" also appeared in the project announcement of the Film Bureau in early October, which is likely to become the third film produced by Mahua FunAge; Earlier, it was reported that the drama "Treasure Island Village" co-produced by Lai Shengchuan and Wang Weizhong will also be made into a movie.

Lai Shengchuan, known as the "leader of Asian theater directors", and Wang Weizhong, the "father of Taiwan Province variety", collaborated on "Treasure Island Village"

In the face of a new wave of drama adaptation, we interviewed Zhou Shen and Liu Lu, two directors of "The Water of the Donkey", and Mr. Zhang Chiyu, the screenwriter of Mahua FunAge’s drama "The Iron Fist of Shame" and "The Story of a Prison Friend", to talk about the advantages and sufferings of drama adaptation.

　

Drama and movies have become the most familiar strangers.

Both drama and film are diachronic arts, both lasting about two hours, and the process of adaptation is basically 1:1 presentation. Commercial films are generally arranged in four stages: beginning, turning point, crisis and ending. The most classic drama is also a four-act play, so the rhythm of the two is very similar, and it is easier to realize transformation. From this point of view, it is less difficult to adapt a drama into a film than a literary adaptation, or even less difficult to film a TV series and an online drama.

　

The performance systems of the two schools are the same, and they are divided into two schools: one is the Experiential School of stanislavski in the former Soviet Union, and the other is expressionism in Brecht. The French New Wave movies, represented by Ge Daer, like to break the fourth wall and let the actors perform in front of the camera, which comes from Brecht’s expressionism. Therefore, it is easier to adapt drama to film at the performance level.

　

Director and screenwriter Zhang Chiyu of Mahua FunAge

Dramatic works have experienced the tempering of the stage. Zhang Chiyu concluded that Mahua FunAge’s core creative mode is collective creation and rehearsal audition. This is actually the mode adopted by most drama groups. At the beginning of a work, the director puts forward the general idea, and then all the actors work together to improve it and create collectively. After the script comes out, it has to be rehearsed, revised while arranging, and further improved through internal audition. Zhang Chiyu believes that the rehearsal plays a very important role in promoting the script. "If a book was originally only four points, it can reach at least six points after rehearsal." After a long stage performance, the script is improved day by day according to the feedback from the audience. In this way, the works tested by the audience are put on the big screen, and the success rate is higher.

The adaptation of a drama into a film has to go over more than one hill.

Although there is a natural affinity between drama and film, which makes it easy to transform them, they are two completely different art forms after all, and they will encounter many problems and difficulties in the process of remake.

　

Some drama themes are not suitable for adaptation into movies. For example, the earliest film project planned by Mahua FunAge is actually not Charlotte, but Earl of Wulong Mountain. However, this drama does not quite conform to the structure of genre films, and the content involved is sensitive and easy to fail the review. For example, the heroine is a transgender, the first half is a man, and the second half is a woman, which is not suitable for adaptation into a movie.

　

The influence of Earl of Wulongshan once spread to CCTV.

Drama emphasizes hypothesis, while film emphasizes realism. As Zhou Shen said, "Some things are true on the stage of drama, but they are not true in front of the camera of the film." Therefore, the stage is more inclusive, and the exaggerated burden and crazy creativity will not make people question. For example, in "Shameless Iron Fist", the heroine played by Mary came out of the toilet, which the audience might not accept in the movie. Therefore, in the second half of the film, some crazy plots were deleted to make it closer to reality. Therefore, hypothesis is often the primary problem to be overcome in the process of adapting drama into film.

　

Movies adapted from drama are often weak in lens and editing, and the "film sense" is not very strong. There are similar problems in "Charlotte" and "Donkey Water", which rely too much on fixed shots and scene scheduling, and are immature in the use of shots and clips, and only stay at the narrative level. All this needs to be overcome by the director’s accumulation of shooting experience and long-term exploration.

Facts have proved that from drama to film adaptation, love and hate are in an instant.

1. The Water of the Donkey (2016)

Zhou Shen and Liu Lu graduated from Chinese opera directing, and their major dramas include If I’m Not Me, Water from the Donkey, Biography of Van Gogh and so on. The water of the donkey was originally a movie outline created by them in 2010. Because of infringement, Zhou Shen and Liu Lu arranged the water of the donkey into a drama in order to make it meet the audience faster. Unexpectedly, it became an instant hit in the commercial drama circle, gained a good reputation and box office, and was staged in Chaoyang 9 Theater for five consecutive years.

　

Director and screenwriter Zhou Shen and Liu Lu of the film "The Water of the Donkey"

Zhou Shen and Liu Lu never gave up the idea of making "The Water of the Donkey" into a movie. They took the script to many film companies, but they didn’t make it because of their insistence on their works, and the most serious one almost went to court. Finally, I chose to cooperate with Mahua FunAge because Mahua is very tolerant in creation and has a high tolerance for creators. However, compared with the IP of Mahua, the film is too cold and has no popular commercial elements at present. Therefore, although Mahua has great confidence in it, it does not have high box office expectations, and it is not expected to achieve the box office results of goodbye mr. loser.

　

The film adaptation of "The Water of the Donkey" should be regarded as relatively successful. The second half of the drama is a little long, and the whole stage is almost out of control, getting crazier and darker, which makes the audience breathless. These problems have been solved in the film, and the media transformation of the original drama actors has been completed well, although the photography and editing of the film need to be strengthened.

2. goodbye mr. loser (2015)

Mahua FunAge was founded in 2003, and his first work is "I’ll give you a twist if I want to eat", starring He Jiong and Nana. Until the Earl of Wulong Mountain in 2011, Mahua gradually formed its own comedy style and brand. At the end of each year, Mahua will launch a New Year’s comedy, and their works are between traditional drama and movies: they don’t follow the classic "three unifications", and they frequently hide behind the scenes and change scenes, which is somewhat similar to the transitions and editing of movies. This makes their works more suitable for film adaptation.

　

Goodbye mr. loser directed by Yan Fei and Peng Damo.

Yan Fei and Peng Damo first wrote "Charlotte" just to make a movie. Unexpectedly, it has become the most successful drama of Mahua, which has reached the 33rd round in Beijing and has also toured many cities in China. Although the film version of "Charlotte" rose suddenly and won a great victory last year, its shortcomings are also very obvious. Most people who have seen the drama think that the film version is not as good as the drama version. The main reason is that the film has simplified many details, which makes the plot in the second half of the film not coherent enough and looks a bit like a sketch.

　

3. Gorgeous Office Workers (2015)

The Gorgeous Office Worker, which was released last year, was adapted from Lin Yihua’s musical Life and Survival of Gorgeous Office Workers. Lin Yihua is the most famous drama director in Hongkong, and his main work is the adaptation of Four Great Classical Novels. The film version is directed by Du Qifeng, starring Zhang Aijia, Chow Yun Fat, Eason Chan, Tang Wei, etc. Zhang Shuping contributed gorgeous dance beauty and costumes, while Tayu Lo was responsible for original music. However, the luxurious lineup and hundreds of millions of investments only brought in less than 50 million box office.

　

The main reason is that the film fails to deal with the relationship between the assumption of the stage and the realism of the film. "Workplace", which is very realistic and suitable for adaptation into a movie theme, has been turned into a staged musical by the director, with symbolic characters, ritualized songs and dances, and conceptual scenes, and there is no real scene at all. All of them are filmed in the shed, and with the performances of actors sometimes dubbing and sometimes lip-synching, it is really difficult for people to have a sense of substitution, and they can simply dance in minutes.

4. Twelve Citizens (2015)

There were many versions of Twelve Citizens before, including film version and drama version, and now the Shanghai Drama Art Center is still putting on a stage version of Twelve People. Xu Ang, the director of Twelve Citizens, is the drama director of People’s Art Theatre, and his masterpiece is The Sorrow of Comedy starring Chen Daoming and He Bing. This film also absorbs the old drama bones of a number of drama stages, such as He Bing, Han Tongsheng and Qian Bo, who are all excellent drama actors.

　

The story "Twelve Citizens" is actually very suitable for the drama stage, because it is extremely complex with "three unifications" and the time, place and plot are highly unified. Tell the story of twelve jurors discussing the case in a room for two hours. Therefore, it is very difficult to adapt this story into a movie, and the fixed scenes and characters are easy to make movie audiences tired. But the completion of the film is still very good. First of all, it completes the localization of the script well, which makes the story neutral in the contemporary social background of China. Secondly, the director took advantage of photography to highlight some details, such as the band-aid on He Bing’s head, the sweat behind Gao Dongping, and so on, which made enough intriguing foreshadowing.

　

5. (2014) (2015)

　

Both films directed by Deng Chao and Yu Baimei are adapted from the drama of the same name by Bai Mei Studio. Deng Chao met Yu Baimei through his senior graduation work "Cui Hua, Pickled Sauerkraut". Later, the two became good friends, and they also engaged in drama together. Now public opinion generally believes that the two films they directed are 100% rotten films.

　

In fact, these two works are typical farce on the stage of drama, but this does not prevent them from being loved by the audience. Although the style is not high, they are vivid and funny. Because the stage of drama is more inclusive, their exaggerated jokes are easily accepted by the audience. However, it was different after being put on the movie screen, and their exaggeration was further expanded, which eventually led to the disgust of the audience.

　

In a word, although drama is rich in IP resources, there are many convenient conditions for drama adaptation of movies. However, the transformation from one art form to another is not simply copying and pasting. It is necessary to dig deep into the core and spiritual connotation of the story according to the characteristics of different media and break the boundaries of different art forms. Only in this way can we create a well-known work, and we hope that the works adapted from drama to film will get better and better.

Conference site

CCTV News:The Ministry of Education held a press conference today (20th) to disclose the details of the reform of the enrollment system for the senior high school entrance examination. According to the "Guiding Opinions on Further Promoting the Reform of the Examination Enrollment System in Senior High Schools" issued by the Ministry of Education recently, it is necessary to further promote the reform of the examination enrollment system in senior high schools (referred to as the reform of the senior high school entrance examination).

What is the reform of the senior high school entrance examination?

The goal of this reform is to gradually establish a high school enrollment model of "junior high school academic level test scores+comprehensive quality evaluation". It is important to change the current practice of simply adding up the scores of some subjects as the only basis for admission in senior high school enrollment, and overcome the score theory.

First, promote the junior high school level examination. In the future, junior high school graduation and senior high school entrance examination will be combined into junior high school academic level examination, so as to realize "multi-purpose in one examination" and reduce the burden of students preparing for exams many times.

●Change the composition of examination subjects

Chinese, mathematics and foreign languages are the basic subjects, and they are unified as admission scoring subjects. Incorporate physical education into the admission scoring subjects, scientifically determine the test scores or other requirements, and guide students to strengthen physical exercise. At the same time, according to the principle of giving consideration to both arts and sciences and moderate burden, the pilot areas will determine other subjects to be included in the "admission scoring subjects" to prevent group partiality. The subjects set in the national curriculum plan are all included in the scope of the academic level examination, but it is not required to include all subjects in the enrollment scoring subjects, so as not to increase the burden on students.

This reform also puts forward that students can be given the right to choose and develop their advantages and specialties on the premise that each course is qualified. Therefore, students will be able to choose other "admission scoring subjects" except Chinese, mathematics, foreign languages and physical education in the academic level examination. However, we can’t just choose liberal arts subjects, and we can’t just choose science subjects. We should give consideration to both arts and sciences. Subjects that have no choice should not only be "studied" and "tested", but also be "qualified".

●Change the content of the exam

Reduce the content of simple memory and mechanical training, focus on examining students’ ability to analyze and solve problems, and enhance students’ innovative spirit and ability.

●Change performance expression

It can be presented in various forms, such as scores and grades. It reiterates the requirement of encouraging qualified areas to implement "grades" to avoid students’ competing for points and excessive competition.

Second, improve students’ comprehensive quality evaluation. The reform clearly requires the pilot areas to take the comprehensive quality evaluation as the basis or reference for high school enrollment, so that the "comprehensive quality evaluation", which used to be in a subordinate and reference position, becomes the protagonist and really plays a role in high school enrollment. As for the evaluation content, it is required to refine and improve the evaluation content and requirements in five aspects: ideological and moral character, academic level, physical and mental health, artistic accomplishment and social practice. The evaluation focuses on reflecting students’ all-round development and personality traits, and paying attention to examining students’ daily behavior norms and outstanding performance. In the evaluation procedure, it is emphasized to make realistic records, publicize and review the factual materials used for enrollment, and establish comprehensive quality evaluation files. In the use of results, whoever uses and evaluates the results should be implemented, and senior high schools should formulate specific use methods according to the school-running characteristics, so that comprehensive quality evaluation can really play a role in enrollment and crack the score-only.

Weifang, Shandong (treating the comprehensive quality evaluation results as a combination with Chinese, mathematics and other subjects), Jiaxing, Zhejiang (converting the comprehensive quality evaluation results into corresponding scores and counting them in the total score, with a perfect score of 20 points), Changsha, Hunan (screening according to the order of academic performance, comprehensive quality evaluation results, policy bonus points and foreign language scores) and other places, although the specific methods are different, they have been included in the enrollment system.

Third, reform the enrollment methods.Significantly reduce and strictly control bonus items. Cancellation of sports, art and other competition bonus items, related specialties and performances are included in the students’ comprehensive quality evaluation files, which will be used as a reference when enrolling students. Further improve the independent enrollment policy, give qualified high school a certain number of independent enrollment places, recruit students with academic expertise and innovative potential, and encourage the development of students’ interests.

When will the reform of senior high school entrance examination begin?

Because the junior high school level examination is generally organized and implemented by the local cities, it is required that the local cities formulate a scientific and standardized comprehensive quality evaluation system, formulate a specific implementation plan for the senior high school entrance examination reform and report it to the provincial education administrative department for the record. The provincial education administrative department shall formulate unified requirements for junior high school academic level examination and comprehensive quality evaluation; Select qualified cities to further expand the comprehensive reform pilot, formulate the implementation opinions of the senior high school entrance examination reform, and report them to the Ministry of Education for the record before the end of August 2017.

The comprehensive reform pilot has been implemented since the first-year junior high school students who entered the school after 2017. The current junior high school students and non-pilot cities still implement the original examination enrollment method unchanged. By the year 2020, a model of high school entrance examination based on academic achievement and comprehensive quality evaluation will be initially formed. (CCTV reporter Zhou Peipei)

Text |C2CC New Media

As the year approaches, I believe we are most concerned about two things: First, the A shares that have repeatedly fallen below 2,800 points have made China investors "lose their shorts"; second, whether the annual meeting and the year-end bonus will be "a fart year" as Wang Jianlin said, or "don’t give up hope even if you lose everything in the secondary market, after all, there is still a tertiary market".

The good news is that according to the data released by the national statistics department, the gross domestic product (GDP) of China reached 126.06 trillion yuan in 2023, up 5.2% year-on-year, and the growth rate was 2.2 percentage points faster than that of 2022.

In addition, the National Bureau of Statistics released the domestic consumption data for the whole year of 2023. From January to December 2023, the total retail sales of social consumer goods was 47,149.5 billion yuan, an increase of 7.2% over the previous year. Among them, the retail sales of cosmetics was 414.2 billion yuan, up 5.1%, and the growth rate of cosmetics market did not outperform the market.

At the end of January, 2024, listed beauty companies at home and abroad released their 2023 financial reports and performance forecasts one after another. C2CC Media’s "Counting Beauty" column counted the relevant financial report data, and found that for domestic beauty companies, profit growth and turning losses into profits are the main melody melody, but it seems that profit growth can’t save the bleak capital market, while international beauty companies are mixed. Behind the performance growth, it is more through "price increase strategy" to offset the continuation of product sales.

We can also spy from the import and export data released by the General Administration of Customs in 2023. From January to December 2023, the total import and export value was 41.76 trillion yuan, up 0.2% year-on-year, of which the quantity and amount of cosmetics showed a double downward trend. From January to December, the import of beauty cosmetics and toiletries was 358,600 tons, down 14.2% year-on-year, and the total import value was 126.02 billion yuan, down 15.2% year-on-year.

01 domestic beauty listed companies: growth is the main theme.

1. Marubi shares: the net profit increased by 72-89% in advance, and the performance reached a new high.

On January 22nd, Guangdong Marubi Biotechnology Co., Ltd. (hereinafter referred to as Marubi) released the annual performance forecast for 2023.

The performance forecast shows that, according to the preliminary calculation by the financial department of the company, the net profit in 2023 is expected to be RMB 300 million to RMB 330 million (hereinafter all RMB), which will increase by RMB 126 million to RMB 156 million compared with the same period of last year, with an increase of 72% to 89%. It is estimated that in 2023, Marubi’s net profit after deducting non-recurring gains and losses attributable to the owners of the parent company will be 220 million yuan to 250 million yuan, which will increase by 84.05 million yuan to 114 million yuan compared with the same period of last year, with a year-on-year increase of 62% to 84%.

As for the growth of performance, Marubi said in the preview that the main reason was that the company actively promoted the transformation of online channels and better grasped the annual marketing rhythm. Among them, Marubi brand’s content e-commerce represented by Tik Tok Aauto Quicker increased by over 100%, and the second brand PL’s love for fire increased by over 100%.

2. Freda: The annual revenue exceeded 2 billion.

On January 23rd, Lushang Freda Pharmaceutical Co., Ltd. (hereinafter referred to as "Freda") released the annual performance forecast for 2023.

According to the performance forecast, according to the preliminary calculation by the financial department, it is estimated that the net profit attributable to shareholders of listed companies in 2023 will be 260 million yuan to 290 million yuan, an increase of 215 million yuan to 245 million yuan compared with the same period of last year, an increase of 472% to 538%.

It is estimated that the net profit of listed public shares after deducting extraordinary gains and losses will be 116 million yuan to 146 million yuan in 2023, which will increase by 58 million yuan to 88 million yuan compared with the same period of last year, with a year-on-year increase of 98% to 150%.

For the surge in net profit, Freda said that the core reason benefited from the divestiture of real estate development business, and at the same time, relying on solid scientific and technological research and development strength and the advantages of multi-brand omni-channel development, it constantly empowered the development of core business, especially the performance of cosmetics.

3. Shuiyang shares: the net profit doubled.

On January 18th, Shuiyang Company released its 2023 annual performance forecast.

The annual performance forecast shows that in 2023, Shuiyang Co., Ltd. is expected to achieve a net profit of 280 million yuan to 320 million yuan, a year-on-year increase of 124%-156%, and a non-net profit of 260 million yuan to 300 million yuan, an increase of 169%-210%.

For the reasons of high performance growth, Shuiyang believes that the overall business and product structure are further optimized, the brand matrix is perfect, and the proportion of high-margin brands continues to rise. At the same time, the company insists on refined operation, continuously improves management efficiency, continuously improves organizational system construction, and improves the effect of cost control.

4. Beauty and Beauty Makeup: Net profit turned into profit.

On January 30th, Liren Lizhuang disclosed the 2023 annual performance forecast.

The forecast shows that Liren Lizhuang expects to achieve a net profit of 28 million yuan to 35 million yuan in 2023, especially in the fourth quarter. The company turned losses into profits throughout the year and its business operations continued to improve.

Liren Lizhuang pointed out in the announcement that the company’s net profit attributable to shareholders of listed companies in 2023 turned into profit compared with that in 2022, mainly due to the growth of the company’s emerging channel business, the smooth progress of incubating brands, the improvement of inventory structure and the overall cost control.

5. Runben shares: The revenue scale continues to grow.

On January 24th, Runben shares released the 2023 annual performance forecast.

The forecast shows that Runben shares are expected to realize a net profit of 215 million to 235 million yuan in 2023, an increase of 34.34% to 46.83%; Non-net profit deduction is estimated to be 207 million to 227 million yuan, up 34.1% to 47.05% year-on-year. In Q4 alone, the company expects to realize a net profit of RMB 34-54 million, up by 17-86% year-on-year, and realize a net profit of RMB 30-50 million deducted from non-homecoming.

The report pointed out that the pre-increase in performance was mainly due to the company’s further expansion of baby care products and product matrix, and the proportion of baby care products further increased, which improved the overall profitability of the company. At the same time, the company continuously strengthened operation management and continuously improved operation management efficiency, and the sales expense ratio decreased year-on-year.

6. Ruo Yuchen: The net profit is expected to increase by nearly 62%

On January 29th, Ruo Yuchen released the 2023 annual performance forecast.

According to the report, it is estimated that the net profit attributable to shareholders of listed companies during the reporting period will be RMB 42 million to RMB 54.6 million, an increase of 24.42% to 61.75% over the same period of last year; Non-net profit was 41 million yuan to 53.6 million yuan, an increase of 29.01% to 68.65% over the same period of last year.

Ruo Yuchen said that the increase in operating performance in 2023 stems from the company’s strengthening of refined operations in 2023, reducing operating costs from multiple dimensions, strengthening control over expenses and budgets, improving overall operating efficiency, and improving the company’s costs and various expenses as a whole; In addition, in 2023, the operating income of its own brand "Zhanjia" increased significantly. During the reporting period, the introduction of new brands such as "Ai Weinuo", "Ai Ziran" and "Kang Wang" developed rapidly, which had a positive impact on the company’s operating performance.

7. Celebrity Health: The net profit may exceed 100 million yuan.

On January 29th, Mingchen Health Products Co., Ltd. (hereinafter referred to as "Mingchen Health") released the annual performance forecast for 2023.

The forecast shows that the estimated net profit attributable to shareholders of listed companies in 2023 is between 70 million yuan and 100 million yuan, compared with 25.33 million yuan in the same period last year, up by 176.35% to 294.79%. Non-net profit was between 65 million yuan and 95 million yuan, up 1462.68% year-on-year to 2091.61%.

8. Kesi shares: Net profit soared by nearly 96%

On January 15th, Nanjing Kesi Chemical Co., Ltd. (hereinafter referred to as Kesi) released the 2023 annual performance forecast.

According to the report, it is estimated that the net profit of returning to the mother in 2023 will be 720 million yuan to 760 million yuan, an increase of 85.5% to 95.8%; Deducting the net profit of non-returning to the mother was 703 million yuan to 743 million yuan, with an increase of 85.8% to 96.4%.

For the continuous high growth of performance and net profit in 2023, Kesi shares said in the forecast that due to the steady improvement of the company’s market position and the continuous growth of the market demand for sunscreen products, at the same time, due to the improvement of the company’s overall capacity utilization rate and the rapid release of the production capacity of new products represented by new sunscreen agents, it will eventually help the company’s main business income and gross profit margin level increase. In the future, KES will invest and build the "Malaysia Annual 10,000 Tons Sunscreen Series Product Project" in Malaysia to expand the market demand in Asia Pacific, Europe and other regions.

9. Aimeike: The annual net profit is nearly 2 billion yuan.

On January 5th, Aimeike released the 2023 annual performance forecast.

It is estimated that Aimeike will achieve a net profit of 1.81 billion to 1.9 billion yuan for the whole year, a year-on-year increase of 43% to 50%; Non-net profit was 1.782 billion to 1.872 billion yuan, up 49% to 56% year-on-year.

For the huge increase in net profit, Aimeike said in the preview that the company actively pays attention to market changes, provides high-quality services for downstream medical and beauty institutions at the academic and operational ends, better meets the needs of beauty seekers, and enhances the depth of cooperation with customers. At the same time, through the distribution model, it further expands the number of institutions covered by the company’s products and enhances the breadth of cooperation with customers.

10. Two-faced needle: the performance turned losses, and the net profit increased by over 147%.

On January 30th, "Toothpaste No.1" Double-sided Needle released the performance forecast for 2023.

According to the forecast, it is estimated that the two-sided needle will turn losses from January to December 2023, and the net profit attributable to shareholders of listed companies will be 18 million to 27 million yuan, with a year-on-year increase of 146.65% to 169.97%.

As for the turnaround in performance, the company said that in 2023, by opening up product sales channels and increasing product sales, the company’s profits increased accordingly. Among them, the operating income and net profit of its subsidiary, the hotel supplies business, increased significantly year-on-year.

11. Qingdao Golden King: Turn the net profit into profit.

On January 30th, Qingdao Jinwang Applied Chemistry Co., Ltd. (hereinafter referred to as "Qingdao Jinwang") disclosed the 2023 annual performance forecast.

According to the forecast, it is estimated that the net profit of Qingdao Jinwang returning to his mother in 2023 will be 11 million yuan to 16.5 million yuan, with a loss of 809 million yuan in the same period of last year; Deducting non-net profit is expected to be-4 million yuan to 2 million yuan.

According to the data, Qingdao Jinwang’s main business is divided into three parts: new material candle and aromatherapy and craft products business, cosmetics business and supply chain business. Among them, new materials, candles, aromatherapy and craft products business and cosmetics business are the core business development sectors of the company.

Qingdao Jinwang said in the notice that the main reason for the change in performance was that the company’s cosmetics business gradually recovered in 2023, but some subsidiaries’ cosmetics business failed to meet expectations.

02 international beauty listed companies: mixed feelings

1. LVMH Group: perfume and beauty business increased by 7%.

On January 25th, LVMH Group announced its annual performance report for 2023.

According to the financial report, in the twelve months ended December 31st last year, LVMH Group’s sales revenue increased by 9% year-on-year to 86.2 billion euros (about 670.82 billion yuan), its gross profit rate was 69%, its operating profit increased by 8% to 22.8 billion euros (about 177.39 billion yuan), and its net profit increased by 8% to 15.2 billion euros (about 118.20 billion yuan). Among them, the annual sales of perfume beauty business increased by 7% to 8.27 billion euros (about 64.3 billion yuan), an organic increase of 11%; The selected retail departments where DFS and Sephora are located have benefited from the recovery of global tourism retail and become the best-performing business of LVMH. The annual revenue increased by 20% year-on-year to 17.9 billion euros (about RMB 139.21 billion), with an organic increase of 25%, and the operating profit increased by 76% to 1.4 billion euros (about RMB 10.88 billion).

In terms of regions, Asia is the largest consumer market of LVMH, and Asia including China (excluding Japan) contributed the highest revenue of 26.707 billion euros, accounting for 31% of the Group’s revenue, up 1% from 2022. The United States and Europe contributed 21.538 billion euros respectively, accounting for 25% of the Group’s revenue, of which the proportion of revenue in the United States decreased by 2 percentage points, while that in Europe increased by 1 percentage point; Japan’s revenue was 6.031 billion euros, accounting for 7% and 12% in other regions.

LVMH Group said in the financial report that although there are still uncertainties in the geopolitical and macroeconomic environment, LVMH is full of confidence in its ability to continue to grow in 2024, the highly unique quality and creativity of its products and the professionalism of its management, and believes that it can stand out and gain market share.

2. Procter & Gamble: The annual net sales exceeded 600 billion yuan for the first time.

On January 23rd, Procter & Gamble released the second quarter (September 2023-December 2023) and annual performance report of fiscal year 2024.

The report shows that in 2023, P&G achieved a net sales of 83.964 billion US dollars (about 601.1 billion yuan) and a net profit of 14.861 billion US dollars (about 106.4 billion yuan). Among them, the company’s net sales in the second quarter was 21.4 billion US dollars (about 153.2 billion yuan), an increase of 3% over the previous year; The net profit of returning to the mother fell by 11.8% year-on-year to 3.468 billion US dollars (about 24.8 billion yuan).

In terms of departments, the organic sales of Beauty department in the second quarter was US$ 3.849 billion (about RMB 27.590 billion), an increase of 1%. The organic sales of Health Care department was 3.172 billion US dollars (about 22.738 billion yuan), up by 2%. The organic sales of Grooming department for men was US$ 1.734 billion (about RMB 12.430 billion), up by 9%. The organic sales of Baby, Feminine &Family Care department was 5.146 billion US dollars (about RMB 36.888 billion), with an increase of 2%; Fabric &Home Care’s organic sales amounted to US$ 7.415 billion (about RMB 53.152 billion), an increase of 5%.

It is worth mentioning that P&G highlighted in its financial report that its sales in the second largest market, Greater China, dropped by 34% due to the slowdown in demand for high-end skin care brand SK-II and other products, mainly due to the impact of nuclear sewage discharge in Japan.

3. Chiwaton: The perfume business leads the growth.

On January 25th, the Swiss flavor and fragrance company Givaudan released its annual financial report for 2023.

According to the financial report, the total sales of Chihuaton in 2023 was 6.915 billion Swiss francs (about 57.481 billion yuan), up 4.1% year-on-year, and down 2.8% year-on-year in terms of Swiss francs. The annual sales of perfume and beauty department in 2023 was 3.312 billion Swiss francs (about RMB 27.531 billion), up by 7.6% year-on-year, and increased by 1.7% year-on-year in terms of Swiss francs.

Among them, the sales of high-end perfume increased by 14.0% year-on-year, the sales of consumer goods increased by 7.1% year-on-year, and the sales of essence components and active beauty business increased by 1% year-on-year.

In terms of regions, sales in Europe and the Middle East reached 2.717 billion Swiss francs (about 22.653 billion yuan) last year, up 8.4% year-on-year, ranking first; In the Asia-Pacific region to which China belongs, sales amounted to 1.698 billion Swiss francs (about 14.157 billion yuan), up 3.9% year-on-year; The total sales in North America reached 1.653 billion Swiss francs (about 13.782 billion yuan), down 6.8% year-on-year; Latin America has the fastest growth rate, achieving sales of 847 million Swiss francs (about 7.062 billion yuan), up 15.1% year-on-year.

Chiwaton said in the performance report that the good growth benefited from the sustained strong performance of high-end perfume business, the continuous high level of new business, the increase in pricing of all businesses and the increase in the growth rate of consumer goods business in the second half of 2023.

4. Inter Parfums: The annual net sales increased by 21%.

On January 24th, Inter Parfums, a perfume manufacturer, released its financial reports for the fourth quarter and 2023 as of December 31st, 2023.

The financial report shows that the net sales of Inter Parfums in the fourth quarter was 329 million US dollars (about 2.357 billion yuan), up by 6%. In 2023, the company’s overall net sales were 1.32 billion US dollars (about 9.455 billion yuan), an increase of 21%.

By region, the sales of Inter Parfums’ European business increased by 2% to 200 million US dollars (about 1.433 billion yuan) in the fourth quarter; The annual sales of European business reached US$ 862 million (about RMB 6.175 billion), up by 16%. In the fourth quarter, the sales of American business increased by 13% to US$ 128 million (about RMB 917 million), and the annual sales of American business was US$ 456 million (about RMB 3.266 billion), up by 33% year-on-year.

5. Colgate: Toothpaste accounts for 41.1% of the global market.

On January 26th, Colgate announced the financial performance data for the fourth quarter and the whole year of 2023.

The data shows that Colgate achieved net sales of 19.457 billion US dollars (about 139.612 billion yuan) in 2023, an increase of 8.5% year-on-year. In the fourth quarter, Colgate achieved net sales of US$ 4.95 billion (about RMB 35.518 billion), a year-on-year increase of 7%.

Colgate said in the financial report that its net sales and organic sales both increased by 7% in the fourth quarter, and it still maintained a leading position in the toothpaste industry and manual toothbrush field. Among them, the global market share in toothpaste industry accounts for 41.1%, and the global market share of manual toothbrushes accounts for 31.5%.

6. L ‘Occitane: China market contributed 21.9%.

On January 30th, L ‘Occitane Group released its financial report for the third quarter and the first nine months of fiscal year 2024 as of December 31st, 2023.

The financial report shows that L ‘Occitane’s sales in the first nine months reached 1,915.3 million euros (about 14,883 million yuan), an increase of 18.9% according to the reported growth rate and 24.8% according to the fixed growth rate. Net sales in the third quarter reached 843.4 million euros (about 6.554 billion yuan), an increase of 19.5% at the reported rate and 24.6% at the constant rate.

In terms of regional performance, the Asia-Pacific region grew by 6.7% in the nine months of fiscal year 2024, and the China market contributed a strong growth of 21.9%.

Regarding the steady sales momentum in the first nine months, L ‘Occitane said that the growth was mainly due to the continuous excellent performance of Sol de Janeiro, the positive performance of Elemis and the steady growth of L’Occitane en Provence in China.

7. Amore Pacific: Double decline in performance and profit.

On January 30th, Amore Pacific Construction Group released its financial report for the fourth quarter and the whole year of 2023.

According to the financial report, in 2023, the group’s annual sales were 4,021.3 billion won (about 21.675 billion yuan), down 10.5% year-on-year; Operating profit was 152 billion won (about 819 million yuan), down 44.1% year-on-year. Among them, the sales in the fourth quarter of 2023 was 1,018 billion won (about 5.487 billion yuan), down 14% year-on-year; Operating profit was 29.9 billion won (about 161 million yuan), down 62% year-on-year.

8. LG’s healthy life: weak demand in China has become the key to the decline in performance

On January 31st, LG Life Health released its fourth quarter and full-year financial report for 2023.

According to the financial report, the annual sales of LG Life Health in 2023 was 6804.8 billion won (about RMB 36.609 billion), down 5.3% year-on-year, and its operating profit was 487 billion won (about RMB 2.616 billion), down 31.5% simultaneously. In Q4 of 2023, LG’s life and health sales amounted to 1,567.2 billion won (about RMB 8.419 billion), down 13.3% year-on-year, and its operating profit was 54.7 billion won (about RMB 294 million), down 57.6% year-on-year.

LG Life Health said in the financial report that the sales of beauty cosmetics, HDB and refreshments all declined in 2023, the profitability of beauty cosmetics declined due to weak demand in China, and the operating profit declined due to overseas restructuring.

　　Everyone has a love of beauty. In the era of Yan value economy, consumers’ pursuit of beauty supports the sustained growth of the beauty industry. However, in a long historical period, foreign brands have always occupied a dominant position in China’s beauty market, and the late-developing domestic brands can only catch up with each other in this marathon.

　　However, the competitive landscape is changing. In recent years, the rise of domestic beauty cosmetics has accelerated, and the market penetration rate has steadily increased. Last year’s "double 11", a report card made everyone shine-domestic brands surpassed international brands for the first time and won the beauty category titles on Tmall and Tik Tok platforms. In the context of the general decline of foreign brands, domestic beauty products have achieved contrarian growth. The "proud" performance is not only driven by the new trend in the consumption field, but also depends on the strong investment of domestic brands in ingredient research and development, the continuous pursuit of cost performance and the gradual improvement of brand strength.

　　Recently,In the "Times Meeting Room" column, the reporter had an in-depth conversation with Sun Huaiqing, Chairman and CEO of the Board of Directors, and Xu Xiaofang, Chief Analyst of Beauty and Commerce of CITIC Securities Research Department, to analyze the reasons behind the rise of domestic beauty products, discuss how technology can reshape the competitive landscape of China’s beauty industry in the "Composition Age", and look forward to the investment opportunities of beauty track in 2024.

　　Leading the "Component Age" with "Chip-level Revolution"

　　"2023 is the first year of China cosmetics, and it is also the origin of national brands surpassing multinational brands in an all-round way." Sun Huaiqing said that during several major e-commerce promotion activities last year, there was an obvious "trade-off" in the sales growth rate of national brands and multinational brands. On the one hand, some national brands have gained dozens of points of growth; On the other hand, some international brands have experienced a bleak performance decline.

　　According to the data of China Cosmetics Yearbook 2023, the domestic cosmetic market in China in 2023 is larger than that of foreign brands. It is worth noting that this is also the first time that domestic brands have surpassed foreign brands in online and offline channels. In Sun Huaiqing’s view, "this is not the end" and the trend will continue.

　　What does domestic beauty accelerate to catch up with? Both Sun Huaiqing and Xu Xiaofang frequently mentioned the progress of raw materials and the rise of local ingredients. "In the past few years, we have paid attention to the rise of a number of local bioactive raw materials suppliers in China, which can provide high-quality and low-cost raw materials for downstream brands to add in sufficient quantities. This laid a solid foundation for the product strength of domestic beauty products. " Xu Xiaofang said.

　　In recent years, Chinese consumers’ awareness of ingredients has deepened, and the demand for skin care products has advanced towards more personalized segmentation. Recombinant collagen is the "new top flow" in the current functional skin care track. Especially in recent days, international big names have entered the market one after another, betting on recombinant collagen components. LVMH’s private equity fund led the domestic recombinant collagen enterprises in September last year, and L ‘Oreal also introduced recombinant collagen into new products in December last year. According to the global growth consulting firm Jost Sullivan, in 2025, the market share of recombinant collagen will surpass hyaluronic acid and become the first raw material component of skin care products.

　　In the cosmetics industry, raw materials and ingredients have always been regarded as the "soul", which is also the shortcoming and weakness of China cosmetics companies in the past. However, in the component of recombinant collagen, local domestic brands have played the role of "leader". "Marumi announced in 2021 that China is leading the world in the research of recombinant collagen, and we are long-term practitioners, cultivators and leaders of this ingredient." Sun Huaiqing said.

　　Anti-aging is the rigid demand of skin care products. The essence of aging is the loss of human collagen. To resist aging, it is necessary to prescribe the right medicine and supplement collagen. At present, animal-derived collagen is widely used in skin care products because of its low cost and simple process. According to Sun Huaiqing, animal-derived collagen has three natural pain points: first, extracted from animal leather, it is inevitable that there is solvent residue, which is not gentle enough; Second, animal products may carry pathogens and are not safe enough; Third, animal collagen and human collagen are not the same species, and the absorption effect is not good enough.

　　"In order to solve these problems, there are many skin care products that stimulate the skin to produce collagen by using ingredients such as retinol or peptides. Through more than 10 years of research, we have synthesized humanized collagen similar to collagen in human skin by gene recombination, which can directly supplement the collagen lost by human body. " Sun Huaiqing said.

　　Chip is regarded as the key to China’s breakthrough in the field of science and technology, and Sun Huaiqing regards the success of component research and development as a "chip-level revolution". "The change brought by China brand to China cosmetics industry is a’ chip-level revolution’. This is the goal we are striving for and what is happening now. " Sun Huaiqing said.

　　"It’s not that foreign goods can’t afford it, but that domestic products are more cost-effective." "You can buy expensive ones, but you can’t buy expensive ones." … Under the background of the rise of generation Z and the change of consumption concept, the global consumer industry has ushered in profound changes, and the behavior pattern of the younger generation of consumers has changed from blindly advocating big brands to rational consumption and pursuing cost-effectiveness.

　　This trend in the field of consumption is undoubtedly a great opportunity for domestic beauty.

　　"At this stage, China Cosmetics fits consumers’ pursuit of cost performance very well." Xu Xiaofang told reporters that the booming raw material supply in the upstream provided raw materials with reasonable price, high activity and high purity, which enabled the downstream cosmetics brands to make skin care products with the same effect as international brands, and the price was more advantageous, thus better meeting the needs of consumers in China.

　　In the past, domestic beauty cosmetics gave people the impression that they were "big brands and cheap bowls". Is the current popular "cost performance" another synonym for low quality and low price? Sun Huaiqing gave a clear negative answer to this question. In his view, consumers have grown more savvy, and savvy consumers always hope that the money they pay is valuable when buying goods. High cost performance does not mean that the absolute price is low, but that the quality of this product brings consumers "sex" far higher than "price".

　　Take Marubi’s recombinant collagen mini-golden needle essence product as an example. According to Sun Huaiqing, the current price of this product is between 300 yuan and 400 yuan, but other products with similar efficacy and skin care experience on the market may cost 500 yuan to 600 yuan. Comparing the two, Marumi’s products are more cost-effective. "Cost performance has nothing to do with the absolute value of the price, but with the experience, feeling and change it brings to people. Marumi is a firm follower, practitioner and leader in cost performance. " Sun Huaiqing said.

　　Xu Xiaofang also observed that with the all-round progress of domestic beauty cosmetics in raw materials, packaging and marketing, the prices of many local cosmetic brands are gradually increasing. "Five years ago, the unit price of many mainstream local brand goods was around 100 yuan, and now it has gradually expanded to 200 yuan and higher price bands. But the current price is not too high, so it still has a strong cost performance for consumers. " Xu Xiaofang said.

　　At the same time, with the generation Z, represented by the post-90s generation, gradually becoming the main consumer in the field of beauty cosmetics, the new generation of consumers are more rational and smart in their consumption behavior, with stronger national self-confidence and higher willingness to try local brands, which provides broad opportunities for the rise of domestic beauty cosmetics.

　　Sun Huaiqing told reporters that the average penetration rate of cosmetics among post-90s consumers in China has exceeded that of foreign consumers, which means that their demand for skin care and make-up is stronger. What this generation has seen is a prosperous and prosperous China, which not only has economic self-confidence, but also gains cultural self-confidence in the process of growing up. The founders and operators of China brand know China consumers better and are better at emotional interaction with China consumers than multinational brands, so they have more advantages.

　　In recent years, the competition in the booming beauty industry has become increasingly fierce, and a number of cutting-edge brands have risen rapidly, which are favored by young consumers and have a very strong growth momentum. In this regard, as a domestic brand with a history of more than 20 years, Sun Huaiqing believes that Marumi still has strong vitality. "In a forest, vines, vines and ferns often grow fastest, but the trees have the strongest vitality." Sun Huaiqing said that the continuous investment in R&D, perfect supply chain, abundant capital reserves, a team of over 1,000 people with common values, and a basic customer base of over 10 million people are all the advantages and confidence of Marumi. "Only when the roots are deep will the trees grow tall." In Sun Huaiqing’s view, Marumi is the big tree in the forest with its roots deeply rooted in the ground.

　　Although in 2023, domestic beauty products achieved many surprising results in terms of increasing domestic market share and "sailing out to sea", in the secondary market, the beauty sector as a whole was in a downward channel in the past year. There is a certain degree of deviation between the industry performance and the valuation trend of the secondary market.

　　In this regard, Xu Xiaofang said that the rise and fall of stock prices is not only related to the fundamental situation of the industry and the company, but also the result of the comprehensive effects of valuation, capital movements, policy changes and other factors. In the past few years, the valuation of the entire beauty plate has experienced a period of continuous increase. In 2023, the valuation ushered in adjustment and decline, and the reflection on the stock price was also obvious. "But from a longer time axis, the price of the stock will definitely reflect the real value of the company in the end." Xu Xiaofang said.

　　"I boldly predict that in the next 5-7 years, the sales of China brand in China market will completely surpass those of multinational brands." Sun Huaiqing told reporters. At the same time, he predicted that three to five world-class cosmetics groups would be born in China no later than 2049. Based on this judgment, he believes that smart and far-sighted investors will use their own money to cast brands that they think are worth investing in. Therefore, the value of an excellent company will eventually be reflected in the stock price.

　　"Looking forward to 2024, we will continue to maintain confidence in the beauty industry, which is expected to continue to grow steadily." Talking about the investment opportunities in 2024, Xu Xiaofang judged this. Specifically, she believes that investors can pay attention to some structural opportunities when laying out the beauty track, and there are three main lines to focus on: first, continue to follow the main line of cost performance, second, make beauty science and technology, and third, pay attention to a group of China local raw material enterprises that are rising in the upstream of the industrial chain.

　　Cctv newsAt 06: 50 on October 22, 2023, Hainan Meteorological Bureau issued a three-level rainstorm warning: due to the easterly jet, in the past 24 hours, some towns and villages in Qionghai, Wanning, Qiongzhong and other cities and counties experienced precipitation of more than 100 mm, and it is estimated that in the next 24 hours, most towns and villages in Qionghai, Wanning, Qiongzhong, Tunchang and Ding ‘an will experience precipitation of 80-150 mm and local area of more than 220 mm. In addition, some towns and villages such as Baoting, Lingshui, Wenchang, Danzhou, Baisha and Sanya will have precipitation of 50-80 mm. Please take precautions.

　　The Department of Natural Resources and Planning of Hainan Province and the Meteorological Bureau of Hainan Province jointly issued the meteorological risk warning of geological disasters at 10: 00 on October 22, 2023: According to the previous rainfall situation of Hainan Meteorological Observatory and the rainfall forecast for the next 24 hours, it is estimated that in the next 24 hours (from 12:00 on October 22, 2023 to 12: 00 on October 23, 2023), the whole territory of qionghai city will be in Longgun Town, Sangerluo Town, Beida Town and Qiongzhong County of Wanning City. Please ask the above-mentioned cities, counties, township governments and relevant departments to do a good job in geological disaster prevention.

　　Weather reality

　　Affected by the easterly jet, from 08: 00 on October 21 to 08: 00 on October 22, heavy rain to heavy rain occurred in some parts of eastern, central and northern Hainan Island, while moderate rain and local heavy rain occurred in other areas. The rainfall in 61 townships (districts) in 12 cities and counties of Qionghai, Ding ‘an, Wanning, Qiongzhong, Tunchang, Haikou, Wenchang, Lingao, Sanya, Sansha, Chengmai and Ledong exceeds 50 mm, and the rainfall in 31 townships (districts) in 7 cities and counties of Qionghai, Ding ‘an, Wanning, Qiongzhong, Tunchang, Haikou and Wenchang exceeds 100 mm.

　　weather forecast

　　Hainan Provincial Meteorological Observatory predicts that,From 22nd to 24th, due to the influence of easterly jet, there was persistent heavy precipitation in Hainan Island. On the 25th, the easterly airflow weakened and the whole island turned into scattered shower weather.The specific forecast is as follows:

　　Land aspect：

　　From 22nd to 24th, affected by the easterly jet, there were heavy rains to heavy rains and local heavy rains in the eastern and central parts of Hainan Island, heavy rains and local heavy rains in the northern and southern parts, showers and local moderate to heavy rains in the western part. The highest temperature in the eastern half of Hainan Island is 23 ~ 27℃, and the lowest temperature is 19 ~ 23℃. The highest temperature in the western half is 26 ~ 30℃, and the lowest temperature is 18 ~ 25℃.

　　It is estimated that the accumulated rainfall in Wenchang, Qionghai, Qiongzhong, Tunchang and Wanning will be 200-300mm from 08: 00 on October 22nd to 08: 00 on October 25th, the local area will be 450mm, Haikou, Chengmai, Ding ‘an, Baoting, Lingshui and Sanya will be 100-180mm, and the rest cities and counties will be 50-80mm.

　　On the 25th, the easterly airflow weakened, and the whole island was cloudy with scattered showers. The highest temperature rose slightly, and the lowest temperature changed little.

　　Ocean aspect：

　From 22nd to 24th, the winds were 6-7 and the gusts were 8 in the Beibu Gulf, around Hainan Island, and near Xisha and zhongsha islands. Near the Nansha Islands, the wind is 5 ~ 6 and the gust is 7.

　　On the 25th, the winds in the Beibu Gulf, the sea around Hainan Island, and the sea near Xisha, Zhongsha and Nansha Islands weakened to 5-6, and the gust was 7.

　　The meteorological department of Hainan Province reminded

　　(1) Due to the heavy accumulated rainfall in the early stage in the eastern half of Hainan Island, the soil moisture in some areas was close to saturation, and there was continuous heavy precipitation in the eastern half of Hainan Island from 22nd to 24th. Relevant departments need to continue to take precautions against secondary disasters such as farmland waterlogging, mountain torrents, floods in small and medium-sized rivers and geological disasters in this area, and strengthen risk prevention such as floodbridges, floodways and mountain roads.

　　(II) Cities are prone to waterlogging risk, so it is necessary to pay special attention to the safety of underground facilities such as underground garages and underpasses, strengthen risk prevention in high-risk areas such as dangerous houses, slopes, simple sheds, rivers and hidden danger points of geological disasters, and strengthen supervision and hidden danger investigation in key places such as tourist attractions and construction sites.

　　(3) It is necessary to strengthen the inspection of reservoirs, pay attention to the limited water level of reservoirs in flood season, and pre-discharge measures can be taken in time for high-level reservoirs.

　　(4) Harvest mature late rice in time to prevent grain germination and rot caused by precipitation. After the rainstorm, the fields that plan to plant melons and vegetables will be drained in time to prepare for cultivation. Early-maturing litchi is easy to shoot autumn shoots after multiple rounds of precipitation, so fruit farmers should do a good job in controlling the shoots.

Tea base in Panyao Village, seven buddha Township, Qingchuan County.

Overlooking the ten thousand mu tea garden in Meiling Village, Naxi District, Luzhou City.

Tea Garden in Jinping Town, pingshan county City, Yibin City.

Emeishan tea garden.

After the water-saving irrigation project of tea garden in Juexi Town, Xuzhou District, Yibin City was completed and put into use, the local tea production and output value showed an increasing trend.

Chashan Road Network, contention village, Huishan Town, wutongqiao district City, Leshan City.

At the end of the year, millions of acres of tea gardens in Sichuan are brewing a new season next spring.

On December 15th, the e-commerce live broadcast base of the national tea industry was officially unveiled in the Science Park of Chuancha Group, Jinqiuhu Town, Cuiping District, Yibin City. As one of the earliest spring teas listed in Sichuan, the pre-sale information of Yibin morning tea was released simultaneously on the whole network in 2024.

In 2023, Sichuan tea achieved gratifying results: the tea garden area in the province was stable at about 5.9 million mu, and the comprehensive output value was 120 billion yuan. This is the third consecutive year that the annual output value of Sichuan tea has exceeded 100 billion yuan, and it continues to maintain a high-spirited attitude of steady progress.

The construction of high-standard bases continues to advance, the intensive processing continues to break through, and the "Sichuan tea leaves Sichuan" runs out of the "acceleration" … In 2023, Sichuan tea handed over a high score answer sheet to help the rural areas revitalize in an all-round way.

The construction of high-standard bases continued to advance.

At the end of December, in Sanguan Village, Wuchang Town, Jiajiang County, Leshan City, the tea trees all over the mountains were green and green. Sanguan Village is the largest export tea filing base in Jiajiang County, and just finished picking this summer and autumn tea a few months ago. Promote standardized planting, machine-picked summer and autumn tea, and supply products to overseas markets. Sanguan Village was rated as "National Rural Characteristic Industry 100 million Village" by the Ministry of Agriculture and Rural Affairs a few years ago.

Behind the completion of the "100 million yuan village" is the unremitting efforts of Sanguan Village to standardize and scale up the tea base.

According to the insiders, Sichuan tea was once faced with the dilemma of large area but scattered planting, many tea farmers but few large-scale operations. It is a key step to realize modern operation and improve economic benefits to build a small-scale, scattered tea garden into a large-scale, standardized, green, improved variety, digital and mechanized high-standard tea base.

Nowadays, in Sanguan Village, pieces of standardized tea gardens can be seen everywhere, and large-scale tea gardens have been formed, which has promoted the development of tea industry in the county. Jiajiang tea industry base has been built on a larger scale, with a tea planting area of 300,000 mu, including 100,000 mu of export tea filing base. In 2022, Jiajiang County’s tea export volume and export volume ranked first in the province.

In Sichuan, such tea bases are multiplying.

Since the beginning of this year, Sichuan has focused on the provincial-level projects such as the superior characteristic industrial cluster of morning tea in southwest Sichuan, the industrial cluster of black tea in Gongfu, and the strong town of agricultural industry, strengthened cooperation with academicians and scientific research institutions such as Sichuan Agricultural University, Tea Research Institute of Chinese Academy of Agricultural Sciences, and Tea Research Institute of Sichuan Academy of Agricultural Sciences, strengthened Industry-University-Research’s collaborative research, popularized technologies such as machine mining, machine tillage and machine defense, and comprehensively applied the "two substitutes" green production and low-yield and low-efficiency tea garden transformation technologies. At the same time, implement integrated facilities of water and fertilizer in suitable areas, and vigorously promote the scale, standardization, greening, improved varieties, digitalization and mechanization of industrial bases.

A piece of high-standard tea garden is rapidly formed. The data shows that in 2023, the area of clonal tea gardens in the province reached 5,244,900 mu, an increase of 110,600 mu over the previous year; The area of low-yield and low-efficiency tea gardens in the province has reached 1.7 million mu, the area of mechanical tea gardens has reached 2.7637 million mu, and the area of green prevention and control has reached 4.615 million mu.

A batch of demonstration bases has accelerated. This year, tea bases in Rongxian County, Zigong City and Pingwu County, Mianyang City were selected into the list of high-quality development bases for agricultural international trade in the whole province, Shuang Fu Town, Emei Mountain City and Jiezi Town, Chongzhou City were selected as national agricultural industrial strong towns, Tuanba Town, Dazhu County, Caoba Town, Yucheng District, Ya ‘an City, Xintian Town, Yingjing County, Bazhong City, Yunding Town, wangcang county Mumen Town, Guangyuan City and Kuiduo Town, Jiulong County, Ganzi Prefecture were selected as provincial agricultural industrial strong towns.

The deep processing of tea has been continuously broken through.

Near the end of the year, a large number of agricultural industrial projects in Sichuan have been accelerated.

In Fenghuanghu Village, Dadukou Town, Naxi District, Luzhou City, the agricultural and sideline products processing park (tea processing factory) in Naxi District will speed up the decoration and equipment installation, and it is planned to be put into operation before the end of the year. After the park is put into operation, the annual processing capacity will reach 5,000 tons, which will effectively solve the problems of local tea planting, processing and sales, further enhance the tea processing capacity of Naxi Tea Modern Agricultural Park, extend the industrial chain, and cultivate and expand the scale of Naxi tea trading market.

As the "hometown of early morning tea in China", Naxi District is the earliest area where tea trees germinate at the same latitude in the world. In recent years, Naxi District regards the tea industry as one of the leading industries in the whole region, and based on the development idea of "early and organic", it cultivates refined Sichuan tea and builds a billion-dollar tea industry.

In view of the problems faced by Sichuan tea, such as low comprehensive utilization rate of tea deep processing and insufficient development of high-tech products and high value-added products, it is listed as an important matter for the high-quality development of Sichuan tea industry to improve the processing level of refined Sichuan tea. This year, Sichuan has further promoted the clean and standardized construction of tea enterprises, promoted the continuous, automatic, digital and intelligent transformation of production lines, improved the grading and product packaging capabilities, and improved the production efficiency and processing level of processing equipment. Around the construction of enterprise raw material base, guide the nearest standardized layout of processing workshops, transform and optimize processing equipment, and realize clean production.

The proportion of high-end famous tea continues to increase. This year, the province’s famous tea output reached 258,000 tons, the output value reached 35.49 billion yuan, the clean processing rate reached more than 75%, the mechanism rate reached 92%, and the facilities and equipment such as storage, preservation and cold chain logistics were more perfect. The output of characteristic craft teas such as yellow tea, white tea and purple tea continued to increase. This year, the output of yellow tea and purple tea in Guangyuan reached 70 tons and 1.2 tons respectively, with an output value of 1 billion yuan and 0.2 billion yuan.

The development of extended chain products continued to accelerate. This year, Guangyuan introduced the team of Liu Minru, a master of traditional Chinese medicine, to develop the value of brand tea, and Ya ‘an and west china hospital jointly studied the value of Tibetan tea, continuously extending the industrial chain and strengthening the value chain.

"Sichuan tea leaves Sichuan" runs out of "acceleration"

On November 15th, at the first China (Heilongjiang) International Green Food and National Soybean Industry Expo, the billboard printed with "Tianfu Longya Quality Sichuan Tea" was particularly conspicuous.

"This is Sichuan Tea’s’ Kanto’ after four years!" A comparison of the participation of Sichuan tea made Jiang Ningshan, deputy secretary of Sichuan Sichuan Sichuan Tea Brand Promotion Association, happy-four years ago, at the seventh Heilongjiang Green Food Industry Expo, there were only four tea enterprises in the province participating in the 200-square-meter exhibition area. In this activity, the 288-square-meter exhibition area occupied two-thirds of the product display, and the remaining space was crowded into 10 tea enterprises.

Not just an exhibition. This year, in Harbin Dafa International Tea City, as the first "stagnation point" of Sichuan tea in Northeast China, the Harbin Marketing Promotion Center of "Sichuan Tianfu Longya Quality Sichuan Tea" officially opened, which will exert its strength in the fields of Sichuan tea culture communication, Sichuan tea brand marketing, market development, regional investment promotion and joining, and form a complete three-dimensional service system. In addition, at the end of November, the promotion activity of Tianfu Longya Micangshan Tea in Urumqi was held in Urumqi Economic and Technological Development Zone (Toutunhe District), and the pace of Sichuan tea leaving Sichuan was more intensive.

The relevant person in charge of Sichuan Chuancha Brand Promotion Association introduced that this year Sichuan established an operating mechanism for the development, promotion, protection and utilization of Sichuan tea brands, built a brand system of "regional brand+enterprise brand+product brand", and promoted the construction of national and provincial geographical indication product protection demonstration zones. At the same time, adhere to the "Tianfu Longya" provincial public brand as the guide, and jointly promote the creation of regional public brands such as "three mountains and one red in the morning", establish and improve the brand standard system, increase the intensity of standard implementation and use, and conduct enterprise self-inspection, government sampling inspection and social supervision on products.

"Sichuan tea leaves Sichuan" runs out of "acceleration" This year, we continued to intensify the promotion of brand and quality Sichuan tea, and successively held tea events such as Sichuan Tea Mining Week, the 12th Sichuan International Tea Expo, the 4th International (Leshan) Green Tea Conference, and participated in exhibitions and sales activities such as China International Tea Expo and China (Chongqing) International Tea Industry Expo. During the Chengdu Universiade, Guangyuan Huangcha held a promotion activity of "Join hands with the Universiade to play in Guangyuan", and Yibin, Guangyuan, Ya ‘an and other places held promotion activities in Beijing, Urumqi and other major sales areas to further promote "Sichuan tea out of Sichuan".

Brand value continues to improve. This year, in the national tea regional public brand value selection, "Tianfu Longya" achieved excellent results of 4.321 billion yuan, and regional public brands such as "Mengdingshan Tea" and "Emeishan Tea" were among the best. In the list of 100 "Tianfu Granary" boutique (cultivated) brands released in 2023, 29 tea regional public brands, corporate brands and product brands were selected.

The new track boosts Sichuan tea "out of the circle". In April this year, Sichuan Shucha Industrial Group Co., Ltd. launched a new tea brand "Tea Tea Master" in Taikooli, Chengdu; In September, Sichuan Tea Group Co., Ltd. created a new Chinese tea shop "Chuanyan Tea Language" and opened four stores in Yibin at the same time; In November, during the Wuzhen Summit in world internet conference, the new tea "Freeze-dried Flash White Tea Coffee" under the regional public brand of "Dazhu White Tea" in Dazhu County was officially released.

Live broadcast with goods continuously enhances the influence of Sichuan tea. Sichuan Tea Industry Group Co., Ltd. relies on the advantage of "tea industry e-commerce live broadcast base" to realize the transformation of traffic and sales through high-frequency exposure of e-commerce live broadcast, accelerate the development of market-oriented branding, attract the concentration of external capital, resources and talent elements, open up the internal and external circulation of tea industry chain, and help "Sichuan tea leaves Sichuan" and brand break through.

Promote the high-quality development of refined Sichuan tea

"By 2030, the annual comprehensive output value of Sichuan tea will exceed 200 billion yuan, basically building a strong province of modern tea industry." Nowadays, it is getting closer and closer to achieving this goal, and the idea of accelerating the high-quality development of refined Sichuan tea is clearer.

Promote the improvement of tea garden quality and efficiency. We will continue to implement the construction of the dominant characteristic industrial cluster of morning tea in southwest Sichuan and the industrial cluster of black tea in Gongfu, Sichuan, guide the modern tea industrial park with foundation to establish a national modern agricultural industrial park, comprehensively promote the upgrading and transformation of low-yield and inefficient tea gardens, build a number of demonstration films of famous and excellent tea by machine, and build a record base for export tea. Promote the application of equipment such as fertilizer and water integration and smart tea gardens in areas where conditions permit, and improve the modernization level of tea gardens.

Improve the processing level of refined Sichuan tea. Support the initial processing into the base, build a processing workshop based on the specifications of the raw material base, and comprehensively improve the level of initial processing in the place of origin. Encourage refined processing into the park, improve storage and preservation facilities and equipment, improve the ability of grading and product packaging, and improve the quality, quality and commercialization of refined Sichuan tea. Accelerate the development of "new tea", expand the application of tea in medicine, health care products, food and cosmetics, and extend the industrial chain. Support the development of characteristic products such as yellowed tea, albino tea and purple tea.

Cultivate and expand the main body of market operation. We will promote the close cooperation and development of state-owned capital and private enterprises around primary, refined and deep-processed tea products and upstream and downstream related industries, and encourage powerful enterprises to integrate resources across regions. Relying on the working mechanism of "specialized and innovative" small and medium-sized enterprises and large enterprises and groups, we will develop a number of key benchmark tea enterprises with strong rural revitalization and driving force. Support leading tea enterprises to actively participate in the construction of tea industrialization consortium led by village collective economic organizations, farmers’ professional cooperatives, family farms and tea farmers, and promote the action of "prospering thousands of villages with Sichuan tea".

Create a famous brand in tea industry. Continue to implement the brand-building strategy of "regional brand+enterprise brand+product brand", and support the provincial-level regional public brand of "Tianfu Longya" to hold promotion activities in the main sales area to enhance brand value and product sales. Support the creation of regional public brands such as Mengdingshan Tea, Emeishan Tea, Micangshan Tea, Yibin Morning Tea and Chuanhong Gongfu Tea, and enhance the visibility of regional brands.

Build a marketing network. Establish and improve the marketing system of Sichuan tea, and explore the market-oriented and long-term operation mechanism of Sichuan tea marketing promotion center. Make Sichuan International Tea Expo a well-known tea industry exhibition in China. Organize key leading enterprises to actively participate in "China International Tea Expo", "China (Heilongjiang) International Green Food and National Soybean Industry Expo", and other major exhibition and sales activities to expand the market share of Sichuan tea. Open up direct sales channels for consumers such as live broadcast and delivery, and guide the standardized development of tea e-commerce.

Continue to promote the integration of tea tourism. Promote the construction of tea gardens as scenic spots, and develop a "tea tour" economy that integrates tea garden sightseeing, tea making experience, tea art appreciation and leisure and health preservation. Unify the development of tea industry with the construction of livable and suitable industries and beautiful rural areas, improve service facilities, empower tea, and promote the integration and mutual promotion of production villages and production cities. Dig deep into promoting Sichuan tea culture and tell good stories about Sichuan tea.

Looking to the future, Sichuan Tea, which stands at a new starting point, aims at a new goal and continues to help the rural areas to revitalize in an all-round way!(Xialv Image courtesy of Sichuan Sichuan Tea Brand Promotion Association)