Do we need so many live broadcasts of football matches?

Indeed, it is really convenient for modern people to watch the game nowadays. Even more and more people watch the live broadcast of the game in a year, which adds up to less than watching short videos or scoring GIFs. Then the question is, do we still need so many live football matches?

How many people will watch so many games? I think most people just watch their home team’s games, or those particularly important games. There are too many things in life that are more important than football! When talking about this issue, a British fan said so.

Besides, as a China fan, how much time do you spend watching live games every week? What’s your opinion about the overload of live broadcast of the game? Please tell us together in the comments!

Author | Adam Hurrey and Amitai Winehouse, ECO kryptonite

Edit | Gao Xiaochen

Source | Sports Industry Ecosphere (the original text was published in The Athletic, and it was partially deleted and adjusted due to the need of editing and expression)

The text is 4295 words in total | Estimated reading time is 11 minutes.

Not long ago, the Premier League officially announced:Before all the British fans can return to the stadium to watch the game(as early as May 17th), all events will continue to be broadcast live online in the UK.

This rule may not feel anything to overseas fans. But for British fans, it is a big event that can change their lives. After all, they haven’t watched the football match on TV on Saturday afternoon for decades.

This is due to a long-standing magical rule in Britain-3PM Blackout, which was negotiated and passed by the FA and the league.From 2: 45 pm to 5: 15 pm on Saturday, it is forbidden to broadcast any football match on TV.

The origin of 3pm blackout can be traced back to Bob Lord, Chairman of Burnley Club in 1964.(Bob Lord)A broadcast ban at Tevermore Stadium.In the view of Chairman Bao, the live TV broadcast is harmful to the club besides lowering the attendance rate of the stadium.

△ Center is Bob Lord, then chairman of Burnley Club.

Despite a lot of controversy, President Bao succeeded in persuading more and more clubs to accept it with his golden tongue.Television broadcast of demon theory.After unanimous negotiation, 3pm blackoutKick-off at three o’clock on Saturday afternoon is a tradition in English football.Not only has it become the rules of English clubs, but it has even been incorporated into the British broadcasting law, which makes it a criminal offence to broadcast football matches on TV on any Saturday afternoon in Britain.

However, due to the impact of the epidemic, all the games had to be broadcast online, and the question of whether the broadcast ban should be completely abolished was once again put on the focus of public discussion. But for British fans, although there are more games broadcast, the troubles of happiness have also come:With limited energy, so many games are broadcast live, it seems that I really can’t watch it!

How many people will watch so many games? I think most people just watch their home team’s games, or those particularly important games. There are too many things in life that are more important than football!

When talking about this issue, a British fan said so. His views also represent the voices of many fans.

In this regard, two columnists of The Athletic discussed through a podcast: Do we still need so many live football matches?

Too much broadcast of the game has made people tired of watching the game.

The host of Adam Hurrey The Athletic podcast, Football Cliches.

It has been a whole year since the special situation of being forced to have an empty match due to the epidemic, and the discussion on whether 3pm blackout should be cancelled has been going on for a long time. Therefore, it seems a natural thing to broadcast all the games in the current situation.

However, with the resumption of broadcasting, we gradually found that in the face of so many football matches, watching the ball every day is no longer a pleasure, and it has even become a psychological burden. 

As early as before the epidemic isolation intensified the daily competition in domestic broadcast of football matches, the broadcast of three matches on Super Sunday in Premier League was already a marathon experience for football fans: from pre-match comments to players’ warm-up, from goal playback to VAR slow-motion analysis, from betting recommendation to various advertisements ….. The broadcast of several consecutive football matches in one day is quite challenging for fans to watch and broadcast.

Whether the game involves their favorite team or their annoying team, or involves two teams that they don’t care about. 

△ A busy Premier League weekend screenshot from Tencent Sports APP

A Premier League fan in the UK, watching the game every Saturday, is probably like this:

The first game, kick-off at 12: 30 noon British time:

Ok, at noon, the game will start. Today’s noon match is a match in leicester city (generally speaking, leicester city or Southampton kick off earlier, as evidenced by the data). You will notice the long shadows in the stadium, which is definitely the last light environment that people want to face when watching the match or even playing football games.

In the end, leicester city won 2-0, but the attention of this game was completely covered up by the VAR controversy.

The second game, EnglishKick-off at 3: 00 pm national time:

All right! You’ve watched a game and got into shape. Although the commentators are still discussing the question of whether Team X is excellent or Team Y is rubbish (the conclusion is usually: emmm…… … I think both teams are similar).

The confrontation between the two sides in this game is Crystal Palace vs West Brom, which makes you immediately start to wonder if you should do something else while watching the ball. But you can’t go out when you think about the epidemic; I also think that due to the broadcasting law, there is no advertisement in the live broadcast of the game at 3 pm on Saturday ….. Well, let’s watch another game.

Unfortunately, Wilfrid Zaha, the thigh of Crystal Palace, was injured, and there was one less attraction in the game … It is said that the commentary of this game is famous, but the fans never seem to care about this.

Game 3, kick-off at 5: 30 pm UK time:

Well, it’s prime time for the broadcast, and the strong teams are going to play again. It may be a game in which Manchester City beat a team 4-0, or it may be a showdown between Arsenal and Newcastle. Under the full light of the stadium, the shiny stadium is quite attractive. In addition, there is nothing to watch on TV at this time, which may be the perfect time to sit on the sofa and watch the football match.

At the moment, Jamie Carragher (a former Liverpool player and now a famous football commentator) slides his hand on the screen, showing you all the details of the game you should know, which is great. In the end, it was an excellent game to watch, but it doesn’t seem to be time to put an end to today’s full football marathon … 

Game 4, kick-off at 8: 00 pm UK time:

COVID-19 epidemic, the end of the world, all these things on TV. To tell the truth, Premier League football really doesn’t need to broadcast four whole games a day, especially after 7: 30 pm. Now, you have watched three football matches, and your mind is obviously not on TV. On the sofa, you have already started to brush your mobile phone and saw more than a dozen popular short videos about the coach’s rage or the commentator’s passion for wheat. Although these videos have been forwarded by you, you will forget all about the video content in a short time.

This is often the daily life of a Premier League fan watching the game on weekends.

If the football match is broadcast all day, will I watch it? Yes, obviously, I will, but this is probably just my consciousness as a practitioner, but other fans may not appreciate the broadcast of so many games.

△ Newcastle striker Callum Wilson celebrates the goal

Image: Newcastle United/Newcastle United via Getty Images

Indeed, as long as fans can’t watch the game offline, the Premier League has the responsibility to keep football in the spotlight through more broadcasts.However, don’t underestimate how tired fans will feel in such a marathon. Just for the sake of our poor and tired brains, I hope that the competitors and broadcasters will not regard the countermeasures in this special period as future decisions. 

The broadcast of the game is overloaded? I don’t think so at all!

Amitai Winehouse News Editor

It’s 11 o’clock on Saturday morning. You slept in, got up, had dinner, drank coffee and went out for a walk. Maybe you had a lesson with fitness coach Joe Wicks in front of the TV. So what’s next? I can’t eat any more food, and Zoom’s online test hasn’t started yet. For you, this day seems far away. 

However, you remember, there is a football match today! You looked at the live app on your mobile phone. At 12: 30, leicester city played against Liverpool; At 3: 00 pm, Crystal Palace played against Burnley; At 5: 30 pm, Manchester City played against Tottenham; At 8: 00 pm, Wolves play Chelsea!

As a fan, the distant Saturday was finally saved!

In this difficult period, there are not many interesting things happening. But we can watch all the matches in the Premier League. After watching the matches, you still have many things to do: chatting with friends on social software, playing Fan Texi in the Premier League, and brushing short sports videos … Is there anything more interesting for sports fans?

It can be said that playing football in the open field is meaningless, but online broadcasting can give the game real meaning.Indeed, not many people feel that it is necessary to watch a Southampton-Brighton game with dignity, but it is important that more games are broadcast, so that those Southampton fans and Brighton fans who want to watch this game have a proper way to watch this game.

The competition should belong to the public, not just the hundreds of people who are now allowed to enter the stadium.

In fact, the existence of streaming media just proves why the view that all sports events should not be broadcast is flawed. In any case, I am firmly opposed to the ban on Saturday afternoon games.There are always people who argue that this measure can protect the attendance rate of low-level leagues, but as early as 2018, EFL(English Football League)It has been announced that all Saturday 3: 00 pm games will be broadcast on its cooperative streaming media platform iFollow, and many international regions have also allowed to broadcast the games at this time. 

△ Amazon Prime’s Premier League live broadcast room 

Image: Adam Davy/pool/AFP via Getty Images

What’s more, for fans who want to watch the game offline, it doesn’t matter whether the game is broadcast or not. But if you don’t want to go to the scene, you can certainly find a way to watch the game at home.

In other words, even if the game is not broadcast on the mainstream platforms with copyright such as Sky Sports, BT Sport, Amazon Prime and BBC One, people will find various ways to watch the game, which is not a problem for modern fans at all.Besides, the football club has fallen into financial difficulties, and we can at least make the broadcasting company happy for a while, so that the team’s copyright income can be guaranteed, and the more the better.

So to be honest, although there may be a problem of watching the game on TV, football is now facing a critical moment, so please forget the idea that any match should not be broadcast on TV. Please broadcast all the football matches for us, without stopping for a moment … The broadcast of the games that helped you through the boring time during the epidemic is also an important part of your life.

The above is the discussion between two British sports experts. So, as a China fan, how much time do you spend watching the game broadcast every week? What do you think of the view that the broadcast of the game is overloaded? Please tell us together in the comments!

(End of full text)

Original link: https://the athletic. com/2394322/2021/02/17/Premier-League-Matches-Stay-on-UK-TV-Lockdown-Fans-Bring-It-on-Boring/? source=user_shared_article



Cross-regional illegal acquisition and sale of precious and endangered wild animals Qingdao, Shandong police arrested 8 suspects.

  In the current epidemic prevention and control work, wildlife protection has also become a common concern. Recently, the police in Huangdao jointly arrested eight suspects, including Yan Mouhua, who were suspected of illegally buying and selling precious and endangered wild animals, and took criminal compulsory measures according to law.

  On January 14th, Huangdao police received clues from the masses that wild animals such as rabbits were sold in a rural bazaar. The Criminal Investigation Brigade and Forest Police immediately launched an investigation with all their strength, arrested the suspect Cheng Mosen, and found 69 rabbits, 1 pheasant and 1 wild duck from his car on the spot.

  After the trial, Cheng Mosen, a native of Qingdao West Coast New District, confessed that he usually sold fish, and all the wild animals he sold were bought from another fishmonger, Pei Mouhua. Through preliminary investigation, Huangdao police found that there may be many people suspected of illegally buying and selling precious and endangered wild animals. Through more careful investigation, Pei Mouhua was arrested and brought to justice, and 9 rabbits and 26 wild birds were found in the refrigerator of Pei Mouhua’s home, including the national second-class protected animal owl.

  According to Yan Mouhua’s confession, since December 2019, he has sold 110 rabbits, 1 pheasant and 3 wild ducks to Cheng Mosen. In addition, Pei Mouhua confessed to selling 40 rabbits, more than 260 wild birds such as wild ducks, pheasants and turtledoves, and a number of miscellaneous birds to a hotel. The investigation by the police investigating the case found that all the wild animals sold by Yan Mouhua came from Yan Mochao, a villager in his same village, so he arrested Yan Mochao and later arrested his accomplice Yu Mouming. According to Yan Mochao and Yu Moming’s confession, from December 2019 to January this year, they went to some vegetable markets in Qixia City and Rushan City to find some live poultry shops to buy wild animals and earn the difference through selling. The police dug deep along the clues and arrested four suspects, including Fan Mouqiang. So far, a cross-regional criminal chain of illegal acquisition and sale of precious and endangered wild animals was cut off by Huangdao police.

  According to the investigation of Huangdao police, rabbits are the main wild animals sold by Yimouchao and others, including Oriental horned owl, small owl with longitudinal stripes, collar horned owl, long-eared owl and other national second-class protected animals. Grass rabbits and common nighthawks are "three-owned" protected animals that are prohibited from killing according to the wildlife protection law. At present, Yan Mouhua was arrested for the crime of illegally purchasing precious wild animals, and seven suspects, including Yan Mochao, were taken criminal compulsory measures according to law. The case is under further investigation. (Legal Daily All-Media Reporter Cao Tianjian Correspondent Qi Linxin)

The meaning has changed for thousands of years. Where did New Year’s Day come from?

Beijing Daily Supplement | Author Zheng Xuefu
New Year’s Day is coming. Where does New Year’s Day come from? How did it enter people’s lives? New Year’s Day is called "three yuan" in ancient times, that is, the yuan of the year, the yuan of the month and the yuan of the time. It is also called Yuan Chun, Yuan Ri, Yuan Zheng, Yuan Chen and Yuan Shuo. For thousands of years, the meaning of New Year’s Day has changed several times.
Ancient New Year’s Day was the Lunar New Year.
New Year’s Day originated from the legend of Zhuan Xu, one of the three emperors and five emperors. In ancient times, there were four New Year’s days, namely, the first day of October, the first day of November, the first day of December and the first day of January.
The earliest calendars in China are the six ancient calendars of Huangdi, Zhuan Xu, Xia, Yin, Zhou and Lu, which are collectively called "Ancient Six Calendars". According to the calendar method, the twelve months of a year are Zi, Ugly, Yin, Mao, Chen, Si, Wu, Wei, Shen, You, Xu and Hai. The first month of each year is January, and the first day of each month is the first day. Before Emperor Wu of the Han Dynasty, the first month of each dynasty was different. Huangdi calendar, Zhou calendar and Lu calendar all take Zi Yue as the first month, which is called Jian Zi Yue, which is now November of the lunar calendar, and the first day of November is New Year’s Day. Meng Chun was the first month in the Xia Dynasty, and New Year’s Day in the Xia Dynasty was the first day of the first lunar month. The Shang Dynasty used the Yin calendar, the first month of which was December of the lunar calendar, and the first day of December was New Year’s Day.
During the Spring and Autumn Period and the Warring States Period, the Emperor of Zhou was weak and weak, competing for hegemony, and the vassal States went their own way, no longer pursuing the exact date of the Zhou Dynasty, so the time of New Year’s Day was different. After Qin Shihuang unified the world, he also unified the calendar and promoted the Zhuan Xu calendar, with October as the first month and the first day of October as New Year’s Day.
After the establishment of the Han Dynasty, Emperor Gaozu followed the Qin calendar, but with the development of agricultural production, it became more and more uncomfortable with the common spring, summer, autumn and winter. In 104 BC, Emperor Wu of the Han Dynasty promulgated and implemented the taichu calendar, and changed this year to the first year of Tai Chu, officially confirming the first day of the first month in the summer calendar as New Year’s Day. In the following two thousand years, although several emperors have changed the calendar to the beginning of the year (such as Wang Mang’s stipulation that the first day of December is the beginning of the year), the summer calendar has been used as a whole. Therefore, the lunar calendar we are using now is also called the "summer calendar".
New Year’s Day in ancient times was not the present New Year’s Day, but the Lunar New Year. Wu Zimu’s "Dream Liang Lu" said: "The first month of the first month is called New Year’s Day, and the custom is called New Year’s Day. One-year-old festival, this is the first. " On New Year’s Day, the emperor will hold a grand ceremony to celebrate the new year and offer sacrifices to his ancestors and gods. The emperor will lead a group of princes and ministers to celebrate the Empress Dowager Palace to express his filial piety and blessings. And the courtiers should also pay homage to the emperor to congratulate New Year’s Day.
In the Qin Dynasty, officials had a "leave" system on New Year’s Day, in the Han Dynasty, there was a "rest" system, and in the Tang Dynasty, officials had a seven-day holiday on New Year’s Day, which became a legal system. Folk customs such as setting off firecrackers, hanging peach symbols, worshipping gods and ancestors, praying for evil spirits, reuniting relatives and giving gifts to celebrate the New Year have been formed. In the Song Dynasty, people were allowed to entertain freely on New Year’s Day, and gambling was banned for three days. "Tokyo Dream of China Record" said: "Scholars have been celebrating each other since early. Fang Xiang uses food, animals, fruits, firewood and the like, and the song is called Guanpu. For example, Maxing Street, Panlou Street, outside Dongsongmen, outside Xiliangmen, outside Fengqiu Gate in the north of the state, and in the south of the state, all of them are covered with colored sheds, with combs, pearls, heads, clothes, flowers, boots and shoes, and playing well. There are dance halls and song halls, and cars and horses meet each other. "
During the Ming and Qing Dynasties, New Year’s Day in Beijing was even more lively. "Yanjing Years Old" describes: "Jingshi calls New Year’s Day the first day of the New Year’s Day. On the first day of each session, after the beginning of the child, incense and firecrackers are burned to pay tribute, and even the alleys are endless. "
Debate between "New Year’s Day" and "Spring Festival"
In 1911, the Revolution of 1911 overthrew the Qing government and ended the feudal monarchy for more than two thousand years. On January 1, the following year, Sun Yat-sen was sworn in as interim president, and the government of the Republic of China was established. On January 2nd, Dr. Sun Yat-sen issued "The Temporary President changed the calendar to switch to the yuan to switch on electricity": "Provincial governors: The Republic of China changed to the solar calendar, with November 13th, the year of the Yellow Emperor, as the New Year’s Day of the first year of the Republic of China. It was decided by the provincial delegations and promulgated by this president. " On January l3, the Interim President issued the Decree on Promulgating the Almanac, ordering the Ministry of Internal Affairs to compile a new almanac. The government stipulates that from January 1 to 3, military and political departments, judicial organs, schools and local governments will have a three-day holiday.
Around the New Year in 1924
On January 1, 1913, when the first New Year’s Day came, the governments at all levels in the Republic of China held a celebration, and the party and government officials gathered to sum up the work in the past year and look forward to the prospect of the new year. Major primary and secondary schools have carefully prepared the New Year’s Day entertainment several days in advance, with rich programs and enthusiastic participation of teachers, students and government employees.
At that time, China was in a fragmented warlord regime, the ruling power of the government of the Republic of China was very limited, and the traditional customs were deeply rooted, so it was impossible to abolish them by a telegram. The people went their own way, and it was not until the twelfth lunar month that they began to have a "busy year" and had a taste of the year. In July of this year, in view of the phenomenon that the Lunar New Year was "repeatedly forbidden" among the people, Zhu Qiqian, the chief interior officer of Beiyang Government, submitted a report on the four seasons holiday to President Yuan Shikai, and put forward an application for "designating Lunar New Year’s Day as the Spring Festival" and allowed a day off. Yuan Shikai agreed to this request and implemented it in 1914. So the "New Year’s Day", which has been passed down for thousands of years, was officially renamed as "Spring Festival". Since then, there have been two New Years in China. At that time, New Year’s Day was called "New Year of the Republic of China" and Spring Festival was called "National New Year". After a period of time, the official just finished the "Gregorian Year", and the people ushered in the "Lunar Year", and the government and the people lived their own years.
On January 26th, 1914, China ushered in the first Spring Festival in history. People celebrated the New Year in accordance with traditional customs, and the atmosphere was particularly lively. At that time, the newspaper reported: "Every firecracker, every household, and all shopping malls, big and small, were closed for a few days, bustling, celebrating each other when they met people, and all said auspicious stories." Even Emperor Xuantong, who had abdicated, rose to the temple to be congratulated, and Yuan Shikai and Li Yuanhong also sent representatives to pay their respects.
In 1927, the National Government made Nanjing its capital. In May of the following year, Minister of the Interior Xue Dubi drafted "Eight Measures for Popularizing the National Calendar", which designated the solar calendar as "the national calendar" and the lunar calendar as "the abolition of the calendar". "For the festivals of the old calendar, no holidays are allowed." On December 8, the Executive Committee of the Kuomintang Central Committee ordered party departments and mass organizations at all levels to abolish the old calendar, and prohibited all folk activities such as posting Spring Festival couplets and setting off fireworks and firecrackers. It also prohibited shops from closing, not only severely punishing school leaders who had a holiday in the old calendar, but also punishing businessmen who closed their doors and went home for the New Year. Before the Spring Festival in 1929, the Shandong provincial government even issued a general order to "ban the Spring Festival".
Around the New Year in 1924
On the eve of New Year’s Day in 1930, the Kuomintang Central Party Department printed 8,000 copies of Spring Festival couplets and distributed them to the public for posting, and announced that "all entertainment places in the city are half price" to encourage people to celebrate New Year’s Day. In December of that year, the Executive Yuan of the National Government informed the national organs to have a five-day holiday on New Year’s Day. In 1933, the national government also ordered all walks of life to change the New Year’s Day holiday to three days. Since then, a three-day holiday on New Year’s Day has become a practice and system. In 1934, the government stopped the compulsory abolition of the lunar calendar, demanding that "folk customs should not interfere too much with the old calendar, except for public offices."
The first New Year’s Day in New China
On September 27th, 1949, the first plenary session of the China People’s Political Consultative Conference decided that People’s Republic of China (PRC) would adopt the method of AD chronology. In order to distinguish the two New Year’s days, and considering that the "beginning of spring" in the 24 solar terms of the lunar calendar is just around the lunar new year, the first day of January in the lunar calendar is called "Spring Festival" and the first day of January in the solar calendar is designated as "New Year’s Day". On December 23, the State Council passed the "Measures for Holidays on National New Year’s Day and Memorial Day", stipulating that there will be one holiday on New Year’s Day and three holidays on Spring Festival. New Year’s Day is listed as a statutory holiday and has become a national holiday.
January 1st, 1950 is the first New Year’s Day in New China. On December 31, 1949, People’s Daily reported that all parts of the country were actively preparing for cultural and entertainment activities in the New Year. On January 2, 1950, all walks of life in the capital would hold a people’s party in the whole city, and the Beijing opera industry would hold a New Year performance week, and more than 20 theaters and tea houses in the city would stage new programs. Tianjin Federation of Trade Unions and literary and art circles will hold a military-civilian get-together, a painting and calligraphy exhibition, a concert and a new drama in the New Year. The Shanghai Military Management Committee has informed all organs and organizations to hold get-togethers on New Year holidays to celebrate the victory and publicize the new tasks in 1950. Various organs, organizations and schools in Guangzhou will hold a whole-city mass worship in the New Year. The report said: "People all over the country celebrated the great victory in 1949 and welcomed the arrival of 1950 with great joy and firm determination to overcome all difficulties."
On the evening of December 31st, 1949, various democratic parties in China held a grand get-together in Huairentang, Zhongnanhai. With the coming of the New Year, people hold colorful celebrations such as New Year parties, group meetings, singing competitions, lectures, sports competitions and exhibitions with excitement. On January 3, 1950, Progress Daily reported on the topic "Celebrating the New Year in Beijing and Tianjin": "Since New Year’s Day, Beijing people, men, women and children have been celebrating the victory of the New Year, and red flags and red lights have been hung in the streets. All theaters are also full of people, especially those places where new films such as michurin and Chinese Sons and Sons are shown and new operas such as Nine Clothes and The Red Lady are sung. The audience is unprecedentedly crowded, mostly working people and housewives. People who visit the Forbidden City, the ancestral temple and the history museum are in an endless stream from morning till night. " "More than 1 million citizens in Tianjin celebrated the victory of the New Year. It snows on New Year’s Eve and clears up on New Year’s Day afternoon. All government offices, factories, shops and entertainment places are decorated with lanterns, with national flags hanging high, and a dazzling red light is full of joy. Firecrackers are ringing from morning till dusk, and they can be heard intermittently after midnight. "
A unified start, Vientiane update.

How can domestic beauty products that are no longer "arrogant" get out of the comfort zone?

Recently, the domestic make-up brand Ermu Grape published a post in Xiaohongshu, saying that the boss asked it to operate "just find a few big names" and attached screenshots of private letters to major luxury brands such as GUCCI, LV and FENDI. From the picture, various luxury brands did not reply, and the post published by Ermu Grape said, "Busy all morning, talk about the next 0 cooperation".

Judging from the follow-up posts released by Ermu Grape, Ermu Grape did not announce the joint plan, but instead saw the ridicule of others on this matter from the pictures exposed.

Some media believe that whether the joint invitation is really rejected by luxury brands or the new marketing method of Ermu Grape to win traffic, it shows an embarrassment of domestic makeup.

domestic goodsBeauty cosmetics highlight no longer.

As early as 2018, domestic make-up was playing the game of "Who is the real makeup of the Forbidden City", and then a series of highlights were opened. In 2019, more and more domestic cosmetics such as eye shadow, mascara and blush were sought after. Perfect Diary and Hua Xizi successively topped the list of Tmall 618 or double 11 cosmetics as "dark horses", ranking at the TOP10 for three consecutive years.

However, with the increasingly fierce competition of domestic cosmetics, brands that once led domestic cosmetics seem to be slowing down and slipping from a high position step by step.

According to the "618" sales data of the whole network in 2023 from the star map data, in the category of perfume cosmetics, the top five brands in JD.COM list have been dominated by international brands, and only Hua Xizi, a domestic cosmetics brand, is still on the list. Compared with the data of 618 and Double Eleven in the previous two years, domestic brands such as Perfect Diary and Kelaqi have dropped off the list.

Besides, in the beauty and skin care list, the top five brands in JD.COM are also taken over by international brands such as L ‘Oré al, Lancome, Estee Lauder, Olay, Shiseido, etc., while in the top five domestic brands on Tmall list, only Polaiya is shortlisted, ranking fourth. Huaxi Bio, known as one of the "three giants" of skin care, has no two skin care brands on the list.

From the overall data point of view, according to the star map data, beauty and skin care is still the largest category on the integrated e-commerce platform, with sales of 30 billion yuan during the "618" period, but the overall growth rate has slowed down; Perfume make-up maintained a growth rate, with a total sales of 10.6 billion yuan. In addition, the GMV of "618" Tmall plus JD.COM beauty category reached 40.6 billion yuan, down 1.0% year-on-year.

According to the data quoted by the media, judging from the performance of various brands, according to Jiuqian’s data, at present, foreign brands are still the main brands in Tmall TOP10, and only 2 or 3 domestic brands in skin care and makeup categories have entered the list respectively.

Obviously, compared with foreign brands, the performance of domestic beauty in this year’s 618 is not so bright. In fact, the pace of domestic beauty is indeed slowing down. According to the previous statistics of a glance at the business, in the second quarter, there were more than 80 financing incidents in the new consumption field as a whole, and only 6 financing incidents occurred in the beauty industry. In the first quarter, there were 130 financing incidents in the new consumption sector as a whole, and 36 financing incidents occurred in the beauty industry. Compared with the first quarter, the data in the second quarter dropped a lot.

According to the incomplete statistics of Beauty Headlines, there were 14 investment/financing incidents in the beauty industry in May, amounting to nearly 800 million yuan. It is worth noting that of the 14 investment/financing incidents, 13 were for overseas beauty cosmetics.

Chao Chenglin, director of the Industrial Space Research Institute of business experts, believes that there are three reasons why domestic cosmetics brands are cold: First, due to the weak overall consumer market, the overall consumption performance at this stage is not ideal, and consumers’ willingness to consume is also declining, leading to a certain correction in the consumption performance of many industries. Cosmetics industry is a non-life necessity, and the decline in performance is no exception.

Secondly, as far as domestic cosmetics are concerned, there is a general problem of over-marketing. After the consumer experience in the past few years, their domestic cosmetics have no special advantage in product strength, and it is inevitable to gradually cool down.

He further pointed out that the early entry strategy of domestic cosmetics focused on the replacement strategy of foreign big brands and pursued cost performance. At this stage, more and more well-known big brands began to eat away the market share of the original domestic cosmetics by using different sales strategies, brand combinations and other means, coupled with changes in consumer demand, brand image and product quality, the competitive disadvantage of domestic cosmetics brands was immediately highlighted in the face of the dimensionality reduction blow of international big brands.

Light research and developmentOver-reliance on onlineHow to break the brand?

Once upon a time, high-intensity marketing was once the "standard" of domestic beauty products, but as the ultimate marketing investment can no longer get the same return, brands may need to find a new way out.

According to the information quoted by beijing business today, Hua Xizi’s previous marketing investment of nearly 20 million yuan per month was criticized by the industry for emphasizing marketing and neglecting research and development; The parent company of Perfect Diary is questioned because of its high marketing expenses. It is understood that in 2020, the sales and marketing expenses of Yixian e-commerce reached 3.41 billion yuan, a year-on-year increase of 172%, and the proportion of total revenue climbed to 65%. By 2021, this figure rose to 68%. Polaiya was criticized for spending more than 5 billion yuan on marketing and promotion in three years. The data shows that from 2020 to 2022, the sales expenses of Polaiya were 1.497 billion yuan, 1.992 billion yuan and 2.786 billion yuan respectively, and the sales expense ratio reached 39.9%, 42.98% and 43.63% respectively.

Wu Daiqi, CEO of Shenzhen Siqisheng Company, once pointed out that from the past experience, higher marketing investment will indeed bring certain performance growth to enterprises, but with the continuous development of the market, consumer demand is also changing, and brand power, product innovation and quality have become important conditions for consumers to choose products. This requires the strategic direction, brand management, operational ability and other comprehensive strength of the enterprise.

Zhong Xiaoming, president of Guangdong Cosmetics Quality Management Association, once pointed out that although it has entered the forefront of the world in quantity, the current innovation ability of China’s cosmetics industry does not match the huge market. Especially in the "original knowledge innovation" ability is still relatively weak. "

How to break the game? From the current point of view, many domestic brands have chosen to cooperate with major universities to explore more possibilities of products. Domestic cosmetics companies, including Yixian E-commerce, Hua Xizi, Polaiya and Huaxi Bio, have been seeking cooperation with universities in recent years.

It is worth noting that domestic brands have developed rapidly with the help of online channels such as Little Red Book, Tik Tok and e-commerce, but relying on a certain channel or an anchor will bring certain obstacles to brands. For example, taking Yuze as an example, after losing Li Jiaqi and Viya in succession, the sales of Yuze brand plummeted, which directly affected the performance of shanghai jahwa. In 2022, the company’s overall online channel achieved a total revenue of 2.787 billion yuan, a decrease of 13.21% compared with the same period of last year; The company’s overall offline channels achieved a total revenue of 4.313 billion yuan, a decrease of 2.59% compared with the same period last year.

When the e-commerce channel dividend disappeared, brands began to reconsider the layout offline. For example, Hua Xizi opened a 1000-square-meter offline store on the lakeside of Hangzhou. According to the incomplete statistics of the market, in the second half of 2022, at least 18 Chinese and foreign beauty brands increased their offline channel layout, not limited to opening global flagship stores, retail boutiques, brand offline stores and so on.

Chao Chenglin also pointed out that the reason why domestic cosmetics brands began to relocate offline may be to find more sales channels and improve brand exposure. Offline channels have certain advantages, which can directly reach consumers, provide more diversified shopping experiences and product displays, and attract more consumers’ attention and purchase. In addition, offline channels can also help brands to establish closer contact with consumers, provide better after-sales service and consumer feedback mechanism, and help to shape brand image and improve products. By rearranging offline, domestic cosmetics brands can better interact with consumers and improve brand awareness and market share.

At the time of slowing down, domestic beauty cosmetics may also be trying to get out of the comfort zone. Chao Chenglin believes that the road of domestic cosmetics is still very long. In the future, we need to pay more attention to product research and development and brand promotion to improve market share and consumer recognition.