The game provides a "low-cost" test scenario for AI.

It has both natural cultural attributes and profound scientific and technological attributes.

All along, people from all walks of life have discussed the entertainment attributes of video games a lot, and even there are some critical voices, so it is easy to ignore the scientific and technological elements behind the games. During the two sessions this year, many delegates and Committee members actively made suggestions and suggestions on the development of the game industry. Guo Yuanyuan, member of Chinese People’s Political Consultative Conference and vice president of capital university of economics and business Megacity Economic and Social Development Research Institute, believes that the current social understanding of games is vague or even biased. The game industry has both cultural and economic benefits in the field of international cultural communication. It integrates knowledge from education, health, science and technology, training, experience and other contents, and can play a global role, pragmatically promoting social innovation and the development of new quality productivity in China.

Provide "low-cost" test scenarios for AI

In fact, the game industry has been inseparable from cutting-edge technology since its birth. From the initial invention to show and verify the performance of computers, to become the experimental field of "black technology", and then to quickly integrate into the development of the real economy, games and technological innovation have always inspired each other and developed together.

In recent years, China’s game industry has gradually grown and developed, and new models and formats of the industry have given birth to development, and excellent masterpieces have continued to emerge. The game industry has become an important "testing ground" and "incubator" for scientific and technological innovation, with richer game categories, more diverse forms and better content.

Many players have already experienced the technological elements in the game. For example, relying on AI technology, netizens can become advanced players and become "God opponents" or "God teammates" to fully appreciate the fun of the game; From the perspective of game manufacturers, AI technology can constantly imitate learning and test strength in a virtual environment, help adjust balance, replace games, and even help Industry-University-Research; From the perspective of AI technology research and development, continuous self-learning and self-adjustment in the game will also help to achieve technological progress.

At the same time, today’s game industry in China is at the forefront of the world, whether in the application of cutting-edge technologies such as artificial intelligence, live broadcast technology, cloud game technology or virtual reality. With the continuous development of game technology, the application of related technologies has already broken through the game industry itself, and has also played a role in many fields such as AI and VR. As a compound cultural content product, games have both natural cultural attributes and profound scientific and technological attributes. Based on these two attributes, the game industry is constantly enriching its economic attributes, becoming a driver to support the integration and development of digital technology and real economy, and forming a "super digital scene".

There are indications that the game is getting rid of the single attribute of "playing" and its market space is continuously expanding. The results of a questionnaire survey on China’s game innovation initiated by the Game Committee of China Music and Digital Association show that 87.4% of the respondents believe that China’s games are becoming the "propeller" and "accelerator" for the development of national hard science and technology strength.

At this year’s two sessions, new quality productivity has become a hot word. The core of new quality productivity is still innovation, especially high-quality innovation.

The Research Report on Game Science and Technology Capability and Science and Technology Value issued by the Game Working Committee of China Music and Digital Association and China Game Industry Research Institute, according to industry research in the fields of games, electronic communication and hardware manufacturing, 81% of the respondents believe that games have promoted the development of AI technology; According to the survey of users facing the public, 91.4% of the respondents believe that some scientific and technological innovations in the game field can promote the physical field to some extent.

The enthusiasm of gamers for new technologies and products has never declined. To this end, game companies are very willing to apply more new technologies to the game field, and then promote the game to become a super testing ground for the application of new technologies.

Is becoming a "container" of excellent traditional culture.

At present, in the field of games, the excavation and dissemination of Chinese excellent traditional culture has gradually become the mainstream of the industry, and a number of fine game works have emerged. Sun Shoushan, chairman of China Audiovisual and Digital Publishing Association, said that the game industry has paid more and more attention to the cultural communication function of products, continuously explored the creative transformation and innovative development of Chinese excellent traditional culture from all dimensions inside and outside the game, and actively responded to overseas market competition, making new contributions to promoting cultural exchanges and enhancing cultural understanding.

At present, domestic game companies have set their sights on overseas and made breakthroughs. In 2023, the global game market was 1,177.379 billion yuan, a year-on-year increase of 6%. In 2023, 52 of the TOP100 enterprises in global mobile game product revenue were from China. With the game companies going to a broader overseas market and taking games as the carrier, China’s traditional culture has also crossed the ocean.

Previously, the Game Working Committee of China Music and Number Association launched a questionnaire survey on "China’s Game Influence" for the public. The questionnaire survey shows that 84% of China’s game enterprises draw lessons from Chinese traditional characters in their game role design, and 98% of them adopt Chinese traditional cultural elements in their game environment and article design.

At the same time, the questionnaire survey shows that 91.6% of the respondents believe that China games play an important role in the "going out" of Chinese excellent traditional culture. In addition, 65.1%, 60.9% and 52.3% of the respondents respectively said that they learned about Chinese traditional cultural elements such as characters, costumes and stories in China traditional culture through games. 90.2% of the respondents believe that China games are becoming the "container" of Chinese excellent traditional culture.

Today’s China game is becoming a bright business card for China culture to go out to sea. As a carrier of traditional culture communication and an important means of going to sea, China Games play an important role in spreading excellent traditional culture.

As early as 2019, Mihayou proposed to "be a pioneer of games going to sea, a disseminator of China culture, and an explorer of game industrialization in China". Today, Mihayou’s representative product "The Original God" has long ranked first in the list of major sea games. In 2023, Mihayou’s new tour "Collapse: Star Dome Railway" also achieved outstanding results.

Entering the martial arts game "Never Robbed" independently developed by Netease, you can immediately perceive a strong Chinese aesthetics. Players can see the ancient city of Tang ‘an, which is magnificent and has a strong sense of history, and also see the tribes that show the resilience and refreshing feeling of nomadic people, as well as the bamboo sea churning in the traditional China courtyard. In terms of role design, Netease is rooted in history and eastern martial arts culture, including the design of chivalrous men and ancient military commanders.

The reporter noted that with the deepening of the game going out to sea, more and more excellent China game products are going to the world. Among them, the glory of the king, Peace Elite, The Original God and other game products are designed with a lot of China elements and traditional culture, such as China’s classical poems, fairy tales and traditional art, so that players all over the world can enjoy the game and feel the unique charm of China culture.

■ New Express reporter Chen Xuedong

The three ministries and commissions issued a series of policies to encourage consumption, and the automobile industry became the focus.

one

  Recently, the National Development and Reform Commission and other three ministries and commissions issued a series of policies to encourage consumption to promote the upgrading of key consumer goods such as automobiles, household appliances and consumer electronics. Among them, the cost of new energy vehicles is greatly reduced, and it is strictly forbidden to introduce new car purchase restrictions in various places. All localities are not allowed to restrict or purchase new energy vehicles, and so on. What is the background of the "prohibition order"? How much automobile consumption potential is expected to be released? How should all localities do a good job in implementation? Our reporter interviewed relevant experts — —

  A few days ago, the National Development and Reform Commission, the Ministry of Ecology and Environment and the Ministry of Commerce issued the Implementation Plan for Promoting the Updating and Upgrading of Key Consumer Goods and Smooth Resource Recycling (2019— 2020) (hereinafter referred to as the "implementation plan"), put forward a series of measures to promote automobile consumption, which aroused social concern.

  Consumption potential needs to be released

  The "Implementation Plan" proposes that, on the one hand, all localities should not impose restrictions or purchase restrictions on new energy vehicles, and those that have been implemented should be cancelled. Encourage local governments to give support to car-free families to purchase the first home new energy vehicle. On the other hand, it is strictly forbidden to introduce new automobile purchase restriction regulations in various places. Local governments that have implemented automobile purchase restriction should speed up the shift from restricting purchase to guiding use according to the effect of urban traffic congestion, pollution control and traffic demand control.

  "This policy is highly targeted, which is not only a major positive for new energy automobile enterprises, but also means that there will be no new cities with restricted purchases in the future, which is conducive to breaking the barriers to passenger car consumption." Cui Dongshu, secretary general of the National Passenger Car Market Information Association, said.

  At present, how big is the automobile consumption potential of cities with restricted purchases? Li Xianjun, director of the Tsinghua University Automobile Development Research Center, said that as of the end of March 2019, the number of effective applications for waiting for lottery cars in Hangzhou had reached 819,000, including 802,000 individuals; As of April 26, 2019, the number of valid applications for waiting for lottery cars in Shenzhen has reached 1.227 million, including 1.209 million individuals, which is equivalent to the annual sales of passenger cars in Russia; As of April 8, 2019, there were 3.689 million car purchases in Beijing, including 3.209 million individuals, which is more than the demand of European countries in one year.

  "The above three cities have a total of 5.735 million lottery numbers. If this part of the car purchase potential can be released, it will account for 20.4% of domestic car sales last year and 24.8% of passenger cars." Li Xianjun said, "Even if an average family of three people participate in the lottery at the same time, the potential purchasing power will reach 1.91 million, which is expected to contribute 6.8% to the increase in automobile consumption."

  The "Implementation Plan" also emphasizes that localities should reasonably set up congestion areas in combination with road congestion and guide their use. "Intelligent management of vehicle traffic should be realized, and the number of times vehicles enter congested areas should be restricted to prevent excessive use of motor vehicles." Li Xianjun said.

  Aim at pain points and promote consumption

  "In addition to canceling the restrictions and purchases of new energy vehicles, the" Implementation Plan "also proposes to vigorously promote the electrification, intelligence and greening of the automobile industry, and strive to enhance the supply guarantee capability of new products." Wu Songquan, chief expert of China Automotive Technology and Research Center Co., Ltd. and deputy chief engineer of Information Institute, believes that the Implementation Plan focuses on many bottlenecks and difficult problems in the consumption of new energy vehicles and clearly puts forward targeted measures.

  In view of the cost of new energy vehicles, the "Implementation Plan" proposes that the cost of new energy vehicles should be greatly reduced. Specific measures include accelerating the research and development and industrialization of a new generation of vehicle power batteries, improving the energy density and safety of batteries, gradually realizing battery platformization and standardization, and reducing battery costs. Guide enterprises to innovate business models, promote the separation of consumption modes of new energy vehicles, such as battery leasing, and reduce the cost of car purchase. Optimize product access management, avoid repeated certification, and reduce enterprise operating costs.

  "The key to reducing costs lies in batteries, which is also an important factor restricting the development of new energy vehicles at present." Cui Dongshu said that it was planned that the battery density of new energy vehicles would reach 260 WHr/kg in 2020, but it is still difficult now, so it is necessary to increase research and development.

  In view of the "anxiety" in the use of new energy vehicles, the "Implementation Plan" proposes to speed up the development of new energy vehicles with convenient use. Specific measures include focusing on pain points such as short driving range and long charging time, drawing lessons from the power exchange mode and application experience in the public service field, and encouraging enterprises to develop new energy vehicle products with the combination of charging and replacing, flexible battery configuration and long driving range. Promote the development and application of high-power fast charging, wireless charging, mobile charging and replacing electricity and other technical equipment, and improve the convenience of charging and replacing new energy vehicles.

  Cui Dongshu believes that the development of new energy vehicles is characterized by the rapid increase in driving range and the obvious large-scale vehicles. At present, the development of micro-electric vehicles is slow and there is a big demand gap. Therefore, the "Implementation Plan" emphasizes that the development of new energy vehicle products that take into account the length of driving range is not only in the right direction, but also forward-looking.

  The "Implementation Plan" also proposes to speed up the update of vehicles in urban public areas. Promote the upgrading of vehicles in urban public areas, accelerate the use of new energy or clean energy vehicles for new and updated buses, sanitation, postal services, taxis, commuting and light logistics distribution vehicles in urban built-up areas, and reach 80% in key areas for air pollution prevention and control by the end of 2020. Encourage local governments to increase support for the operation of new energy vehicles and reduce the use cost of new energy vehicles.

  "In key regional cities for air pollution prevention and control, new energy or clean energy vehicles will account for 80% of vehicles used in the public sector. This is a rigid indicator and will have a huge pulling effect on the new energy automobile industry." Cui Dongshu said.

  "The" Implementation Plan "puts forward a series of measures to promote the consumption of new energy vehicles, focusing on the bottlenecks and pain points of current automobile consumption, especially new energy vehicle consumption, which is of great significance for promoting the upgrading of key consumer goods such as automobiles." Wang Qing, deputy director and researcher of the Institute of Market Economy of the State Council Development Research Center, said that the introduction of the "prohibition order" meets the needs of consumers and the market, which is conducive to the overall consideration of the combination of long and short, and promotes the upgrading of consumption.

  Guangzhou and Shenzhen took the lead in responding.

  The "Implementation Plan" also proposes to innovate and develop smart cars; Accelerate the elimination of old cars and the renewal of vehicles in urban public areas, and actively promote the upgrading of rural vehicle consumption; Vigorously promote the circulation and consumption of used cars, actively guide the innovation of auto financial products, and gradually improve the infrastructure such as charging and replacing electricity and parking.

  Cui Dongshu said that this policy has a good guiding role in the development and market of new energy automobile industry, and it is good for local governments, enterprises and consumers. The key lies in how local governments introduce specific measures to further refine and implement them.

  In January this year, the National Development and Reform Commission, the Ministry of Industry and Information Technology, the Ministry of Civil Affairs, the Ministry of Finance, the Ministry of Transport and other ten ministries and commissions jointly issued the "Implementation Plan for Further Optimizing Supply, Promoting Steady Growth of Consumption and Promoting the Formation of a Strong Domestic Market (2019)", focusing on six measures to promote automobile consumption. Among them, the requirements for the gradual liberalization of the automobile purchase restriction policy are included.

  Up to now, Guangzhou and Shenzhen have taken action. On June 2, Shenzhen Municipal Bureau of Transportation and Guangzhou Municipal Bureau of Transportation respectively issued the Notice on Increasing the Allocation Quota of Incremental Indicators for Small and Medium-sized Passenger Cars. Starting from June this year, Shenzhen will increase the allocation quota of incremental indicators for ordinary cars by 40,000 per year from 2019 to 2020 on the basis of the original regulation target of 80,000 per year. On the basis of the original quota, Guangzhou will increase the number of small and medium-sized passenger cars by 100,000 from June this year to December 2020.

  "The market is one of the core elements of industrial competition." Li Xianjun pointed out that automobile is one of the industries with the largest impact coefficient on the national economy, the strongest employment, the most remarkable development of related industries and the strongest ability to integrate new technologies. At present, the number of cars with 1,000 people in China is more than 170, which is not only far lower than that of developed countries, but also lower than the world average. This means that there is still much room for growth in China’s automobile consumption. Especially with the rapid development of new technologies and the emergence of new products, China’s automobile industry contains great innovation vitality and potential. Therefore, we should constantly optimize the consumption environment, smooth the recycling of resources, continuously release the potential of domestic demand, further promote the upgrading of automobile consumption and promote the formation of a strong domestic market.

What if there is fog in the car in winter?

There are six solutions to fog in driving cars in winter:

1, to open the window, convection of air, the principle of this method is the same as open air conditioning cold air.

2. To use the cool air to demist, you only need to select the air conditioner position at the equivalent cold air gear, or you can use the cold air blown by the air conditioner to demist. When the cold air is turned on, you don’t need to turn on ac but turn on the external circulation.

3. Use the hot air made by the heating system to dry the fog on the windshield inside the car. At this time, be sure to choose the external circulation mode.

4. Mix some detergent with some water and smear it on the inside of the windshield of the car window or on the surface of the rearview mirror, which can also have the same effect.

5. Spray anti-fog agent for vehicles, spray it evenly on the window and wipe it clean. At this time, a transparent protective film will be formed on the window to prevent the formation of fog.

6. Fog on the front and rear windshields can turn on the automobile defogging function, which can effectively reduce the moisture, fog and frost on the surface of the front and rear windshields and the exterior rearview mirror, and improve the visual field.

The entity button returns to Volkswagen. The official map of the new golf family is released.

  [Pacific Auto New Car Channel] A few days ago,the publicAuto officials have released a set of mid-term changes.golf(GowerThe official map of the husband’s 8.5 generation) family, including the ordinary version of golf, the GTE with high-performance models,Golf GTIAnd travel golf.VariantAt present, the 8th generation golf is on sale in China. The biggest change of the new golf is that it is completely new.LED headlightAnd the new car system, the new car will be pre-sold overseas this spring. It is reported that Volkswagen plans to produce only pure electric vehicles in Europe in 2033. This golf may be the "harvest work" of pure fuel golf.
Ordinary golf

  The ordinary version of golf shown in the official map is a mixed version. The most obvious change in appearance is the headlight group, which is changed from "binocular" light source to "monocular", and a matrix LED light source is provided for optional installation, so that the brightness of the high beam can be doubled. The Volkswagen brand LOGO in the middle of the through-type light strip has also added the self-luminous function, which is highly recognizable after lighting at night.

  Four kinds of metal car paints have been added to the new golf, namely crystal ice blue, anemone blue, oyster silver and black ebony. Two-color bodies with black roofs can also be selected for middle and high-end models.

  There is little difference between the rear part of the new car and the current design. The middle and high-end models are equipped with all-LED light taillights with more functions, with 3D-style LED strip inside, and support three modes to choose freely.

  In terms of interior, the overall design style and layout of the new golf have not changed much. The new MIB4 car system has been replaced, and the size of the suspended multimedia central control panel has also been upgraded. The standard touch screen is 10.4 inches, while the middle and high models are 12.9 inches. HUD head-up display system is provided. The air conditioner is controlled by a newly designed touch slider. According to the customer’s suggestion received by Volkswagen, the new golfMultifunction steering wheelThe previous physical keys have been changed back, and the keys in the central control area are still touch-operated. The shift lever of the new car adopts a compact electronic gear lever, which is consistent with other new cars in the Volkswagen family.
  In terms of power, the ordinary version of golf uses 1.5T four-cylinder gasoline.engine, available in 114 HP and 150 HP versions, matching 6 speeds.manual transmission; There is also a 2.0T engine to choose from, including the gasoline version.Maximum power204 horsepower, matching 7 speeds.dualclutchtransmissionThe diesel version is available in 114 HP and 150 HP, with the former matching the 6-speed manual gearbox and the latter matching the 7-speed dual-clutch gearbox; The 1.5ETSI hybrid version has the largest engine.powerIt is 150 horsepower, matched with a 7-speed dual-clutch gearbox, with a pure battery life of 100km and a comprehensive battery life of 1000km. It only takes 25 minutes to charge the battery from 10% to 80%.
Golf GTE

  The new Golf GTE is a high-performance plug-in hybrid vehicle in the family, so its overall design style is similar to that of Golf GTI, and it also has an exclusive performance kit. The overall body color is light blue to highlight the identity of a new energy vehicle, but it still uses a red brake caliper with a strong sense of movement.

  The new Golf GTE has a hidden exhaust pipe at the rear, and the rear bumper has a spoiler design to enhance the sense of movement.

  In terms of interior, the new Golf GTE is decorated with a lot of blue, the theme color of the central control system is also blue, and there is an exclusive GTE logo under the steering wheel. The seat is made of spliced materials with grid stripes.

  In terms of power, the new Golf GTE adopts a plug-in hybrid system with a combination of 1.5T engine and motor. The comprehensive power of the system is 272hp, matching with a 6-speed dual-clutch gearbox.

Golf GTI

  The new golf GTI displayed in the official map still uses the iconic red body color, and is also equipped with brand-new LED headlights. The aerodynamic package surrounded by it is exaggerated. The new car is equipped with new petal-shaped double five-spoke rims, and the visual effect is very special.

  In terms of interior, the steering wheel and doors of the new golf GTI have iconic red decorations, as well as the exclusive GTI logo. The car system adopts a red theme style, and the pedals are made of sporty metal.

  In terms of power, the new Golf GTI is equipped with a 2.0T engine with a maximum power of 265 HP, which is 20 HP higher than the current one, matching the 7-speed dual-clutch gearbox.

Golf Variant

  The new golf Variant displayed in the official map adopts a light blue body color similar to GTE version, and is equipped with an R-Line sports kit, with a slightly exaggerated shape and a two-color rim design. The new golf Variant has slender side lines, and the increased body size can further expand the space inside the car and increase its practicality.

  In terms of interior, the new Golf Variant has the same style as other new models in the family. The steering wheel is also equipped with physical buttons and a small electronic gear.

  In terms of power, the public official has not released information at present. It is expected that the new golf Variant will adopt the same power system as the regular golf. (Text: Pacific Auto Zach Li)

Reporting/feedback

Hot comment: Is Christmas a "lover" or is the Spring Festival an "original match"?

  


  In recent years, imported Christmas has become more and more popular in China. According to a survey conducted by a domestic research institute at the end of last year, nearly 90% of the young people interviewed in 14 cities including Beijing, Shanghai and Guangzhou said that they would celebrate Christmas, and 37% of the respondents said that they would prepare for Christmas from January to December. This year’s Christmas atmosphere is even stronger. Before December, merchants in major cities began to be busy with Christmas business opportunities. There were various Christmas counters in the shops, and all kinds of Christmas goods began to sell well. The popularity driven by the market will continue until December 25, and the aftermath will continue. In contrast, the traditional Spring Festival in China is less lively and lively. Apart from the tired and crowded "road home" when the festival approaches, it is the Millennium New Year’s Eve dinner, or the family sitting around the TV watching the Spring Festival Gala, which is becoming a chicken rib. In many places, even setting off firecrackers has become a luxury. In this contrast, the Spring Festival in China seems to have become the "original wife" of China people’s aesthetic fatigue, while the Christmas on the foreign festival has become a hot "lover".


  Why did the Spring Festival lose its exclusive position?


  The wave of globalization makes it inevitable that Christmas will land in China. Globalization has made China a global economic power and trade power, and promoted the cultural and personnel exchanges between the East and the West. The novelty and curiosity brought to Chinese people by the arrival of the Christmas Festival is the main reason why Chinese people accept and embrace each other passionately. In short, it was love at first sight brought by the encounter of different cultures. When Christmas comes to China, in addition to maintaining her foreign flavor, she can also be considerate to conform to the aesthetic taste and commercial packaging of China people. For example, Santa Claus with a white beard puts on a Chinese Tang suit to encourage China people to shop on Christmas Eve … Christmas in China does not necessarily belong to family members, but it must belong to friends and lovers. Therefore, as lovers, Christmas and China people are still in a period of inseparable love. In this regard, the views of western media may be more objective. On Christmas Day 2004, Munny, a reporter from Newsweek in Beijing, said that he was very sad and homesick when he celebrated Christmas Day 10 years ago. At that time, almost no one in China celebrated Christmas Day. Now there are Christmas trees everywhere in Beijing. In Christmas 2005, the Financial Times wrote that China’s Christmas industry has occupied more than half of the world’s Christmas market. This year, even in Lhasa, a snowy plateau, Christmas has become a favorite of many people. In a word, open globalization and inclusive China culture make Christmas and China people have a good marriage. The Spring Festival is not only embarrassed to encounter the "cross-swords to win love" like the Christmas Foreign Festival, but also the two "Golden Week" holidays in China have distracted Chinese people from their yearning and expectation for the Spring Festival. The Spring Festival, though not abandoned, has lost its position of being the only one.


  Christmas is more expressive and imaginative in form than Spring Festival. Although Christmas originated from religion, it is rooted in real life. Santa Claus, Christmas balls, Christmas dinners, Christmas cards, Christmas hats, Christmas socks, Christmas trees, singing Christmas carols, and the church organizing a choir to "give good news" on Christmas Eve. Colorful festival forms make children full of fairy-tale imagination, make young people get warm and romantic love, and make middle-aged and elderly people enjoy family reunion. Christmas came to China, although the religious color faded a lot, but the richness in form was magnified by Chinese people. On the other hand, the Spring Festival is monotonous in form, and traditional folk customs are either full of superstition and abandoned, such as offering sacrifices to ghosts and gods; Either it is banned for some reason, such as fireworks; The Spring Festival Gala, known as the modern folk custom, is a spoon-feeding passive appreciation. In addition, the Spring Festival is often prone to gambling, bribery and other bad habits. The overcrowded "Spring Festival travel rush" brought by the Spring Festival has plagued several hundred percent of chronic diseases. In contrast, Christmas is more relaxed and free than the Spring Festival, which makes people feel physically and mentally exhausted.


  Compared with the Spring Festival, Christmas is also very different in connotation. Around Christmas, it is also a period when foreigners spread their love more intensively. According to foreign media reports, this Christmas, about 5,000 men, women and children in Liverpool, England dressed up as Santa Claus and participated in the annual "Santa Claus Race". In London, you can often see fund-raisers dressed as Santa Claus holding small red buckets to raise money for various poverty alleviation activities. In the United States, it is also a tradition for various organizations and groups to carry out charity activities during Christmas. For example, the Heat, an American NBA team, held a lottery charity sale outside the Dolphin Mall in Miami. As donation has become a Christmas tradition, its connotation has a heavy human love. Although on the eve of the Spring Festival, China will also offer sympathy and relief to the poor and weak, but it is mostly led by the government and lacks the conscious participation of the people. However, the cultural habit of debt collection at the end of the year makes it impossible to compare the humanistic care of the Spring Festival with the charity before Christmas. Although Chinese people only love the shape of Christmas for the time being, "beauty is in the eye of the beholder" and may gradually learn the core of Christmas charity in the future. If so, the original impression of the Spring Festival may be old-fashioned and wooden, and I am afraid it is stingy.


  Support for the Spring Festival


  Even if Christmas seems to be a lover who can’t give up, don’t forget the Spring Festival as a traditional original. Open China can embrace and accommodate different cultures similar to Christmas, but it is natural to defend and stick to its traditional festivals. Give us advice on the Spring Festival, not only to strengthen its position as an "outline", but also to give it the wings of globalization, so as to make it an international festival like Christmas and enhance China’s soft power.


  In this regard, the author has the following suggestions: First, the lively form of Christmas is grafted onto the Spring Festival, so that the young and avant-garde people can postpone their "love" to the Spring Festival and add vitality to our rigid folk custom of the Spring Festival. For example, learn from the religious legends and related patterns of Christmas, improve the legend of "Year", add a little imagination to children’s lucky money, give young people more freedom, and even create an auspicious symbol representing the Spring Festival like Santa Claus. Although Santa Claus originated from ancient myths, its image began in the middle of the 20th century. It can be seen that tradition can add fresh elements. To rejuvenate the Spring Festival, there must be expressions suitable for all ages.


  The second is to absorb the reasonable core of Christmas and abandon the dross of the Spring Festival. While getting rid of bad habits such as praying to God, worshipping Buddha and gambling, we should increase more folk charity and mutual assistance activities, and shape the Spring Festival as the beginning of "giving love" in a year, while diluting some utilitarian colors of "gambling head" and "praying for the blessing of the coming year".


  The third is to form a "festival community" with Christmas, New Year’s Day and Valentine’s Day. With the help of the international appeal of the three, we can carry out some festival-coherent activities, such as regional or even national fun competitions, to promote and improve the Spring Festival, so that China and the international community can enjoy the charm of combining Chinese and Western.


  Of course, festivals are an important carrier of culture. In order for the Spring Festival to carry forward China culture and even become an international festival, it will ultimately depend on the rapid development of China’s economy and the improvement of its comprehensive national strength. (Zhang Jingwei)

Editor: Zhu Zhen

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.