Fashion and movies are inextricably linked. The creators tried their best to create clothes that complement each other for the characters in the film, and the screen also showed the talents of the designers.

Audrey Hepburn

In the 1920s, the independent clothing department first appeared in the film industry, which promoted the progress of screen aesthetics. Although there are many factors behind the choice of clothing, directors often regard it as an important means to shape characters. In the movie Breakfast at Tiffany’s, Audrey Hepburn, wearing a sleeveless black dress, contributed to the screen classic, and made Givenchy’s little black dress become the yearning of many women. Chanel may be regarded as the founder of the little black dress, but in Breakfast at Tiffany’s, Givenchy and Hepburn gave it another vitality.

The interweaving of film and fashion has its inherent inevitability, because both art forms have the inherent power of narration. Alfred Hitchcock, a famous director, is very meticulous about the image of screen actresses. He hopes to project subconscious information in the audience’s mind through clothes and accessories. Hitchcock’s film Stage Fright is the representative work of German actress Marlene Dietrich. She once said, "Without Dior, there No Dior, No Dietrich". The waist suit, tulle robe and feather decoration in the film are very suitable for the female role of the West End singer.

Communication, expression and remolding, it is these characteristics that make clothing an important basis for film production. Movies and performing stars are conducive to the spread of fashion brands, so the red carpet of the film festival has always been a show for major brands. Of course, in addition to the eye-catching red carpet, the film festival is an important platform to show and trace the close relationship between brand and film art. At the 2023 Shanghai International Film Festival, many brands expressed their vision and determination to constantly resonate with the film art.

"DIOR IN RED" exhibition

During the Shanghai International Film Festival from June 11th to 18th, the exhibition "DIOR IN RED" was held in Shanghai Shengli Cinema. This is also the first official appearance after the renovation of Shengli Cinema. Shanghai Shengli Cinema was founded in the last century, bearing the characteristics of China films in different periods and witnessing the development track of the film industry. The architectural style of combining Chinese and Western highlights its openness and tolerance.

"DIOR IN RED" exhibition

Entering the exhibition, elegant and profound red comes into view, and the seven theme exhibition areas tell the story of red love in different times. The portrait of Mr. christian dior in red tone outlined by artist Yan Peiming kicked off the exhibition; DIOR Dior illustrator René Groix has created more than ten paintings for the brand in the past, creating a classic advertising visual image. Then, through the lens of many contemporary photographers, media technology gives fashion a collision with light and shadow. Through a series of video works, Mr. christian dior and many subsequent creative directors of Dior Fashion House, Huan Xin, performed all the red high-order works. A variety of red element collections of accessories, perfumes and beauty cosmetics are also displayed in rare boxes in a patchwork way, connecting a series of stories.

A good film needs a dedicated filmmaker to devote himself to the art of film, concentrate on polishing and pursue it unremittingly, in order to achieve classics. The fashion brand which is connected with the film and embodies the inheritance and innovation is increasingly becoming an indispensable part of the film industry.

PIAGET Earl Shanghai International Film Festival "Extraordinary Night"

As the official partner and designated jewelry brand of the 25th Shanghai International Film Festival, PIAGET and the Shanghai International Film Festival jointly launched a series of activities such as "Extraordinary Master Class" and "Extraordinary Scholarship" in the "Young Filmmakers Education Support Program", paying tribute to the hard-working behind-the-scenes filmmakers, and encouraging young filmmakers to inherit and carry forward their ingenuity and gain momentum for the prosperous development of the film industry.

Pay tribute to the filmmakers. Recently, Jaeger-LeCoultre once again joined hands with the Shanghai International Film Festival to jointly present the "Glory to the Filmmaker Award". The "Jaeger-LeCoultre Filmmaker Honor Award" came to Shanghai International Film Festival for the first time in 2018, aiming at recognizing Chinese filmmakers who have made outstanding contributions to the film industry.

On June 10th, Jaeger-LeCoultre initiated a dialogue on the theme of advanced watchmaking and film restoration, and the guests enjoyed the latest restoration work of Jaeger-LeCoultre’s "Classic Film Copy Restoration Project"-the premiere of the 4K restoration version of Early Spring February (1963) directed by Xie Tieli, a famous third-generation Chinese classic film. This film is adapted from a novella written by the famous writer Rou Shi in the 1920s. At the China Film Century Award in 1995, Early Spring and February won both the Top Ten Film Awards and the Top Ten Director Awards.

Chinese classic film Early Spring in February

The newly restored Chinese classic film Early Spring in February premiered in 4K, conveying the profound significance of film restoration in preserving classics and inheriting culture. The significance of film restoration is not only the work itself, but also to relive the memory of a generation and reproduce the epitome of an era. At present, Jaeger-LeCoultre has made sixteen Chinese films of different ages and types shine again through the "Classic Film Copy Restoration Project".

As an art closely related to the development of science and technology, the history of film development is closely related to the development of science and technology, from silence to sound, from film to digital technology, and then to virtual shooting. Gabrielle Chanel has long realized the powerful power and influence of this new art media in arousing resonance. She once said, "I want to be a part of the future".

"Before becoming a director" special project 2023 series activities

Gabrielle Chanel witnessed the great development of the film industry all her life and kept close contact with it. Chanel’s continuous dialogue with the film industry has also become one of the symbols of the brand. Chanel joined hands with the China Film Directors Association to support the CFDG China Young Film Directors Support Program (Onion Program), and jointly set up a special project of Onion Program "Before Being a Director" in 2022. On June 13th, the two sides jointly held the "Green Night" film sharing and exchange meeting. This activity started the 8th Green Onion Project and released the 2023 series of activities of the special project "Before becoming a director".

The 2023 series of activities is curated by the famous director Frant Gwo, with the theme of "Before becoming a director-the film’s original and future". Through movie master classes, film exhibitions, salons, open classes on campus and other rich forms, it will focus on the presentation of image style and technology, bring about reflections on the film’s ontology and future under the technological revolution, encourage the new generation of filmmakers to emancipate their visual imagination and jointly create a broader picture of film art and technology in the future. Looking back, looking to the future, and expanding the connection between them through various forms and ways, the fate story of fashion and movies will continue.

Everyone knows that "exercise is good for physical and mental health", but the cost performance of various sports is different.

The same exercise time and intensity, some exercises can bring more benefits to the body; Some sports make people tired to death and have limited effect. So, which sports are cost-effective and most beneficial to health?

The three most cost-effective sports

Third place

Indoor aerobic exercise

Common events: aerobics, yoga, dancing and other aerobic exercises.

Indoor aerobic exercise can exercise heart and lung function, improve vascular function and lose weight, help improve hypertension, hyperglycemia and hyperlipidemia, and reduce the risk of cardiovascular diseases.

Second place

swim

Common strokes: breaststroke, backstroke, freestyle, etc.

Swimming can help improve the whole body blood circulation and enhance the heart and lung function while exercising the whole body muscles, prevent the elderly from suffering from cardiovascular diseases such as arteriosclerosis, delay the decline of respiratory organ function, and reduce the risk of cardiovascular diseases. Moreover, swimming has less pressure on spinal joints and knee joints, and is less likely to be injured.

First place

Swing sports

Common events: badminton, table tennis, tennis, etc.

Swing sports often need to mobilize multiple muscle groups of the body, and the eyes look at the ball for hand-eye coordination. At the same time, at the moment of hitting the ball, there will be a relative explosive force. It emphasizes coordination, flexibility and endurance, which can help us to improve the strength of musculoskeletal, cardiopulmonary function and coordination, make people’s attention more concentrated, make the brain active, and help delay the aging of the brain and protect the cardiovascular system.

How long does it take for exercise to achieve "effect"

Another reason why these three kinds of sports are "cost-effective" is that they really save time.

You can get the highest "health benefits" by exercising for 45~60 minutes at a time and 3~5 days a week. Less than 45 minutes, the effect is weakened, and more than 60 minutes, the income will not be higher.

Moreover, the "threshold" of these sports is not high, it is easy to learn, and it can be said that everyone can participate.

Before and after exercise, you must do these five points well.

01

Do a good warm-up before exercise.

To warm up before exercise, you can jog, stretch your upper limbs, bend your waist forward and then stretch it, turn your waist, squat down and other actions to accelerate the blood circulation of your muscles and quickly enter the state of exercise to avoid injury during exercise.

Warm-up exercise is to make the heart and organs have a process of acceptance and preparation. No matter how healthy your body is, this link must be indispensable.

02

Step by step and do what you can.

Exercise should remember not to blindly spell strength and number of steps, but should be done step by step and according to one’s ability, especially those who are obese or have joint diseases, and should be alert to the damage caused by excessive exercise.

People who don’t move at ordinary times had better not exercise suddenly and violently. Exercise should become a habit. Muscle strain can easily be caused if the muscle does not suddenly bear excessive exercise load for a long time.

03

Do a "cold exercise" after exercise.

A sudden stop after strenuous exercise is equivalent to "braking suddenly", and a "cold exercise" should be done after exercise. Jogging, brisk walking, stretching and relaxing after strenuous exercise can maintain and promote the return of blood. In the cold exercise, gradually slow down the action, and the heart rate drops below 120 beats/min, which usually takes 5 ~ 10 minutes.

04

Don’t overeat after exercise

Within 1 hour after strenuous exercise, it is generally not recommended to overeat (you can drink water in moderation, eat biscuits and other digestible foods), take a bath, sleep and so on. At this time, the blood supply and function of internal organs have not been fully recovered, such as gastrointestinal function, liver and kidney function, etc., which will have a certain impact on the absorption of new nutrients and the excretion of metabolites in the body, and also avoid the adverse reactions caused by insufficient blood supply and oxygen supply to the brain due to the concentration of whole body blood in a certain part.

05

Stop exercising when you feel unwell.

Sudden sports death is also easy to occur after injury, illness, poor health, overwork, lack of sleep, cold and fever. If you are tired recently, it is best to reduce strenuous exercise. Once you feel chest tightness, lack of oxygen, dizziness and radiation pain in your back, you should immediately stop exercising and go to the hospital for examination.

Dancing, swimming and table tennis are all my favorites. It seems that I can choose sports quite well!

After choosing the right exercise, the next step is to stick to it and exercise scientifically.

Source: National Healthy Lifestyle Action

Recently, a series of music specials recorded by Wang Feng and the band at the same time were officially launched. One of the songs, "Thank you", released in 2015, was rearranged as the first song.

"Thirteen" music live special is a collection of nearly 200 works published by Wang Feng in his 30-year creative career, and 13 works are carefully selected by his band partners. These works are all his true feelings and life expressions at this moment, and they are reinterpreted by telling.

Join hands with music partners who have been with each other for 20 years, and record the live version with the whole band lineup at the same time. For example, the same movie plot timeline goes back to the past and reproduces the "good heart" in the creative process. These 13 works, some of which are familiar "explosions" and some of which have not been sung for many years, are "heavy works", and they are a true silhouette of musician Wang Feng.

Listening carefully and thinking about the music special "Thirteen" and the song "Thank you" as the first song is actually more like a record of life. The first "Thank you" is to thank the life experience, to thank the past pain, and actually to reconcile with yourself. It is a great enlightenment, and I have to say that Wang Feng lived a lot more thoroughly than all of us.

Wang Feng has really given us a lot of courage, inspiration, strength and so on through his music works in the past 30 years, but his previous works are mostly emotional expressions or records combined with the times. But in this special edition, it is the singer who really analyzes his heart, no matter from arrangement, performance or singing. It is not easy to summon up such great courage. Therefore, this album, whether judged from artistry, musicality or even emotion, is undoubtedly a success.

Wen | Fan Shu

Source: Fanfan in reading (ID: dushu 259)

Go to exercise, life lies in exercise, life does not stop, exercise does not stop

I have a friend who complained constantly about work problems some time ago, and the whole person smelled of depression.

I can see him again recently, only to find that his mental state has changed greatly, and his eyes are no longer cloudy and depressed.

I teased him about what good things happened to him recently, and he was stupefied and said nothing happened.

"Then how do you feel that the whole person has taken on a new look recently? You didn’t return it last week …"

"It’s really nothing, just last weekend, I thought it was not the way to worry about work all day, so I followed my cousin, a sportsman, to run and play ball. After running for a few days in a row, I felt much better and wanted to open my work."

Leonardo da Vinci said that sports are the source of all life.

When I really understood this sentence, it was the day when I was so busy that I insisted on going to the gym for an hour.

It is always said that when going to work every day, where there is still time and energy to exercise, I will lie on the sofa when I get home, so tired that I don’t want to move.

But the reason why a person really has no energy is precisely the lack of exercise.

The busier you are, the more tired you feel, the more you need to exercise, run, dance and hit a ball heartily, and the whole person’s sense of fatigue will be swept away.

Even if you go back to the office to face the work, the depressed mood will be relieved a lot.

Exercise is the best medicine to cure everything.

Hippocrates said: the best doctors of mankind are air, sunshine and exercise.

Indeed, we can often see those elderly people who are in high spirits. Every morning at the first light, we can see them dancing Tai Chi, skipping rope and kicking shuttlecock, or jogging and climbing mountains. They are in high spirits, far more energetic than some young people who are listless and yawn repeatedly.

And every night, the square dance begins with the rhythmic movement.

Many elderly people say that they didn’t like square dancing at first, and they felt noisy, but after they really tried, they found that getting their bodies moving would make them feel much more comfortable, and those minor illnesses such as colds and coughs also left them.

Socrates once said that the health of the body is destroyed by immobility and maintained for a long time by exercise.

Exercise can strengthen people’s physique and forge your figure. The more people who exercise regularly, the healthier their bodies and the younger their faces.

For example, Zhang Junning, a runner, insists on morning running and other exercises every day. Although she is 37 years old, her face and figure are still as pretty as a girl, which are the best gifts that sports bring her.

For another example, Eddie Peng Yuyan, a master of self-discipline, used to be a frail little fat man with asthma. After years of self-exercise, he finally grew into a handsome, muscular, powerful and healthy male god.

Regarding sports, he once said: "Sports don’t make me excellent, but give me more opportunities.

Although exercising for half an hour or an hour every day will not bring any change at the moment, over time, you will find that you have a strong heart and people will become happier. "

The more people who have exercise habits, the more they will find that the pride that arises after exercise can remove all the depression, and it can purify the inner garbage mood.

An exercise, like a detoxification and redemption, eliminates physical and emotional toxins and redeems the gradually exhausted soul and spirit.

Perhaps many people know that exercise is very important, it can secrete a kind of "happiness element", so that the body, spirit and psychology can be full of vitality quietly.

But everyone knows the truth, but they just can’t do it.

But in fact, it’s really simple to start exercising. You just need to set a goal: to exercise, even for 5 minutes or 10 minutes, is closer to your desired state than sitting or lying down.

Go to exercise, life lies in exercise, life does not stop, exercise does not stop

Author:Uncle Fan, this article starts with Fan (ID: Dushu259), and I will accompany you in reading in the beautiful morning. Reprint, please contact reading fan for authorization.

Responsible Editor X Zhang Muye Duty Editor X Han Jiangxue

"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

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.

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)