Picture source:”A Journey to Seek Fragrance

The fragrance track developed around the “sense of smell” includes both the beauty category perfume Products that also cover personal care Fragrance care, home fragrance And other categories.

In the past, perfume-based fragrance products were more used in social occasions, and the domestic market penetration rate was low.According to data, the global perfume consumption market reached RMB 390.6 billion in 2019, and China only accounted for 2.5% , But also showing a relatively high growth rate, with an annual growth rate of approximately 15%-20% , Showing great potential.

With the upgrading of consumption, more and more consumers have become fans of fragrance products. They are also more concerned about the products brought by fragrance products than “pleasant”. Joyful experience versus Emotional healing effect .

Source: Visual China

According to Euromonitor’s forecast, Home aromatherapy It will become a new outlet in the field of “olfactory economy”. In the US market, the retail sales of aromatherapy products have almost caught up with the retail sales of perfumes. Market Research Future’s research report shows that North America is the largest market for scented candles, while the Asia-Pacific region has the fastest growth rate.The “2021 Women’s Quality Life Trend Insight Report” released by CBNData also shows that the consumption of online aromatherapy products has continued to rise in the past three years. Woody Is the most popular fragrance, and Fruity Has the highest consumption potential.

Source: “2021 Women’s Quality Life Trend Insight Report” As far as the brand performance of the fragrance track is concerned, in addition to Chanel, Dior And other major international cosmetics fragrance lines, and Zumalong, Ludanshi, Diptyque And other salon fragrance brands, to Bing Xili, Guanxia, ​​Smell Library The domestic fragrance brands represented by the likes have also continued to rise in the past two years. Investment and financing areas, RE perfume room, Scentooze three rabbits, Yufan, Plustwo plus two rabbits And other cutting-edge fragrance brands have also completed ten million yuan angel round or Pre-A round of financing. Focus on the “domestic products” label Interpretation of “Oriental Fragrance” Compared with international brands, domestic fragrance brands on the new consumer track will unanimously focus on “Oriental fragrance”. Oriental scents are actually divided according to the types of fragrance materials, using amber, spice, resin, musk and other fragrances; and the “oriental fragrance” we are discussing is the focus of fragrance brands in recent years. “National Tide Culture”, “Oriental Aesthetics” Personalized interpretation of unfolding. The star product of the smell library “Cool white open” The series focuses on the collective memory of the Chinese people; the Beast Youth focuses on creating an oriental fragrance exclusive to Chinese youth. “little time” The series includes mung bean paste, orange soda and other flavors that can awaken consumers’ childhood memories. Source: Scent Library, Beast Youth In addition to nostalgic retro, based on Traditional Culture and Oriental Aesthetics , There are also many malleable spaces. For example, Guanxia, ​​which focuses on oriental botanical fragrances, conveys a kind of “Oriental New Modern Aesthetics”; while Uttori Wuduoli uses oriental elements such as osmanthus, plum and orchid to interpret the national style of perfume. Source: Guanxia, ​​Wuduoli As a carrier, fragrance can carry unique cultural expression and memory. Domestic fragrance brands have a deeper insight and understanding of Chinese consumers, and only by understanding the connotation and heritage of Chinese culture can they express more accurately and uniquely through fragrance. On the other hand, contemporary young consumers no longer blindly follow the big names in Europe and the United States, but have stronger cultural self-confidence, and the recognition of domestic brands is also deepening, which also provides new opportunities for the rise of domestic fragrance brands. Mining the emotional core Tell stories with “smell” According to MoodMedia’s odor market research, humansAmong the emotions 75% It is caused by smell. The “2020 China Urban Women’s Emotion Report” released by Southern Weekend shows that about 20% of women adjust their emotions by smelling aromas (such as lighting scented candles). For example, the scent of jasmine can soothe anxiety and make people calm. The aroma is pleasant. Fragrance brands are also committed to tapping the emotional value of products to bring consumers a better experience. This kind of Mood and atmosphere creation In addition to the product itself, it also depends on the content of the brand. Scent is abstract, and what many brands do is to build a concrete picture for their products through vision and text. For example, in Guanxia’s four seasons mood aromatherapy, Fukaisen Road restores “the fragrance of white magnolia blooming along the road in the French Concession of Shanghai”, and its product copy also tells a nostalgic story about grandma and granddaughter in the old lane of Shanghai. Picture source:Guanxia For consumers, the fragrance experience also comes with it Storytelling This process may be a “decoding” of brand expression, or it may be a personal memory of oneself. Le Labo, a niche perfume brand from New York, has collected a lot of wonderful UGC on social platforms. The real experience and thoughts of these users have become the most convincing content of brand marketing. Figuresource:LeLabo Its founder Frabrice once mentioned in an interview: “Le Labo’s purpose is to make life better. It has nothing to do with perfume, it’s just as a medium . Making perfume is our way of telling stories, and we know how to impress people with perfume. ” Penetrate multiple scenarios Extend to more functional value French fashion brand Maison Margiela’s classic perfume series REPLICA, named perfumes after beach walks, playground nights, lazy Sunday mornings, jazz bars and other scenes, fascinating. Picture source:Maison Margiela Fragrance brands create scenes not only to express emotions, attitudes or to arouse consumers’ resonance, but also to invisibly expand consumers’ Product usage scenarios Imagination. Data shows that commuting and parties are the main consumption scenes of perfume. With the development of home fragrance and fragrance care, fragrance products gradually penetrate into more diversified daily life scenes, such as Watching TV shows at home, before going to bed at night and at office , Or as an ornament Home Part of the show, show the owner’s individual aesthetics, or become a part of the “emotional value” with its unique fragrance, high appearance and its accompanying “emotional value”. Give gifts s Choice. Picture source:Little Red Book In addition, around the function of “smell”, some fragrance products are gradually becoming more Functional scene extend. In 2018, the British health care product startup The Nue Co launched the world’s first functional fragrance with anti-anxiety effects. In 2019, the American fragrance brand Heretic Parfum released a relaxing and soothing functional fragrance Dirty Grass. For domestic fragrance brands, based on the daily life scenes of current consumers, provide them with a set of different fragrance products. “Smell” solution Or one of the directions for the future. Generally speaking, although the emerging domestic fragrance brands can tell brand stories and establish more in-depth communication around the needs of Chinese consumers, they are R&D and production In the process, faced with the immature domestic supply chain and the high barriers to entry for factories, the new brand still has many difficulties to overcome. Hermes exclusive perfumer Jean-Claude Elena once wrote in his book: “Once the smell merges with the mind, I become the perfumer.” Compared with other consumer categories, fragrance is undoubtedly special. , It combines rational materials and craftsmanship, as well as perceptual memories and imaginations. At the brand level, it is more about the communication of aesthetics, interest and lifestyle. In the fragrance market full of potential, we also look forward to more new consumer brands with a keen sense of smell to find their own new growth paths in this blue ocean track. moreMore about lifestyle The new consumer brand insights of the track,Stay tuned for July 6 [2021 China New Consumer Brand Growth Summit]! In addition, the summit site will also publish and interpret “2021 China’s New Consumer Brand Growth Power White Paper” , Announced the industry’s attention “2021 China’s New Consumer Brand Growth50 List” , Will also cooperate with consumer brands in various fields, Internet platforms, investment and MCN institutions, etc., to hold Food and beverage, beauty and personal care, lifestyle Three sub-forums, as well as a closed-door seminar on the theme of “organizational power growth”, jointly “see the longevity” of China’s new consumer brands! Event tickets are now on sale in limited quantities Click “Read the original text” to buy tickets! Consultation and cooperation and learn more About CBN Commercial Data Center CBN Data Center (CBNData)Affiliated to Shanghai Culture, Broadcasting, Film and Television Group (SMG), it was jointly initiated by China Business News and Alibaba in 2015 to provide a big data service provider with digital growth solutions for brand companies. Relying on the superior resources of SMG, CBN and Alibaba, CBNData takes the global consumer database as its core competitive advantage, gives full play to the potential of omni-media, is driven by AI technology, and is extended by multiple scenarios to fully export data applications and content to brand enterprises. Digital growth services such as operations, integrated marketing, and sales conversion. Business scenarios have covered traditional retail and e-commerce, Internet consumption, content socialization, medical education, financial management and other fields. WeChat revision, quickly set CBNData as a star Like today’s content, remember to point look in Oh

“Listen, a red boat sails from the South Lake, carrying the hope of the Chinese nation; you see, the single spark ignites the flames of a prairie prairie fire and illuminates the difficult China…”

On the evening of June 15, the “Power of Belief”-the Sichuan-Chongqing “Reading Star” recitation event celebrating the 100th anniversary of the founding of the Communist Party of China kicked off at the Sichuan Institute of Media and Communication. After various selections, the 10 reciting combination contestants from Sichuan and Chongqing who entered the finals recited the red classics with the theme of “The Power of Faith”. More than 100 public library curators and contestants from Sichuan and Chongqing gathered together to recite a century of party history by voice.

It is understood that the event was sponsored by the Propaganda Department of the Sichuan Provincial Committee of the Communist Party of China, the Propaganda Department of the Chongqing Municipal Committee of the Communist Party of China, the Sichuan Provincial Department of Culture and Tourism, and the Chongqing Culture and Tourism Development Commission, and undertaken by the Sichuan Provincial Library, the Chongqing Library and the Chengdu Library. The activities are divided into individual competitions and collective combination competitions, using voice to tell the story of the times and recite the chapters of the time.

Touching tears to read the story of the party history affectionately

On that evening, the event featured four chapters: “Rong years”, “Years are like songs”, “Yes are rich years”, and “Yes are as solid as rocks”, leading the audience to reminisce about the prosperous years in the centuries-old party history.

10 groups of contestants from Sichuan and Chongqing stepped onto the stage to interpret the inspiring stories of the times and the power of China with affectionate recitations. The “Red Boat in South Lake”, a collaboration between the Zigong City Library of Sichuan Province and the Library of Da’an District, brings people’s thoughts back to a red boat in Nanhu Lake, Jiaxing, Zhejiang 100 years ago; “The Backbone of China” selected by the Jiangbei District Library in Chongqing tells about it Deng Jiaxian developed the story of “Two Bombs and One Star”. The love was deep, and the two contestants choked for a while. The “Three-line Construction” jointly developed by the Sichuan Provincial Library and the Sichuan Film and Television Institute expressed affectionately about the ideal of “serving the country by industry” in the last century. People, with passionate youth, wrote the industrial legends belonging to China.

Through the impassioned recitations of songs, from the revolutionary fire of a little star to the pioneer of spreading fire, the road to spread Marxism-Leninism was opened up to the construction of a powerful socialist country. The contestants performed sincerely and won. The audience applauded bursts of applause.

Conveying emotions with voice into Chongqing Reading Master Competitive

Three generations of old, middle-aged and young players from the Sichuan-Chongqing area competed on the same stage, each showing their style. Four people including Qin Xuan from Chongqing University recited the work “Hello Xiaoping” and won the gold award that night. The four young contestants learned extensively about the elegance of that era from books and movies. Through this chanting, this young team with “post-00s” as the mainstay felt like traveling back to the song years and feeling the power of faith.

Finally, the participating leaders presented awards to outstanding organizational units and winners. 60 libraries including Qingyang District Library, Ziliujing District Library, Jiangyou City Library, Chaotian District Library and Shehong City Library won the Excellent Organization Award. “Jinggang Spark”, “Two Cities Hand in Hand”, “Long March Spirit”, “Three-line Construction” and “Contribution to Poverty Alleviation” won the bronze award; “Chinese Backbone”, “South Lake Red Boat” and “The Power of Faith” won the silver award; “Hello Xiaoping” “Anthem of Anti-epidemic” won the gold medal.

Expert review representatives commented that this is not only a recitation competition, but also a stage for mutual learning. The contestants have a loud voice, appropriate speech speed, and full of emotions. Their reading has a strong appeal, creates a good reading effect, can express the feelings of reading proficiently, has a stage style and expressiveness, “This is a national reading activity , It is a vivid party history education activity”.

It is understood that the “Power of Belief”-celebrating the 100th anniversary of the founding of the Communist Party of China, the Sichuan-Chongqing “Reading Star” recitation activity has received positive responses from 135 public libraries in Sichuan and Chongqing since it was launched in March this year. There have been 10 More than 10,000 reading enthusiasts participated in online and offline activities. The relevant person in charge of the Provincial Department of Culture and Tourism introduced, “In celebrating the 100th anniversary of the founding of the Communist Party of China, we promoted the construction of the Chengdu-Chongqing dual-city economic circle and enriched the cultural connotation of the Bashu Cultural Tourism Corridor by building a cultural brand of’Chengyudi·Bashu Love’. It also promotes the construction of a modern public cultural service system in Sichuan and Chongqing.”

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“ So beautiful ‘, many tourists exclaimed. “ This cable car must be done in the West, but how can Vietnam do it? “. “ It’s Vietnam that did it “. “ That’s amazing, the forest, the mountains are so steep, it’s really talented to get the cable up “. “ Must use a helicopter, right? “… Questions from visitors mixed in with the sound of loudspeakers introducing the Sun World Fansipan Legend tourist area. Suddenly, it has been 5 years since Sun Group inaugurated the cable car line connecting the earth to the sky, Trinh Van Ha, Dang Ngoc Hong and their teammates have just returned to Sapa. Fansipan cable car “flying” through Muong Hoa valley. “ Everything has changed so much “. Sapa is no longer as attractive as the day when surveying engineer Trinh Van Ha carried a backpack for 8-9 hours on the bus from Hanoi to Fansipan. The stories between the two guys who used to eat the dew and sleep in the mountains every day kept flowing, on the cable car cabin – something they used to wonder constantly “ Can it be done and when will it be done? , when standing from the foot of the mountain looking up, do not know where is the top of Fansipan that they have to take the cable car to. “ Initially, the cable car station was planned to be built in Sin Chai. But there, if you choose to set the station too low, guests will not be able to see the beauty of Muong Hoa valley. If placed in a high position, it will affect the unspoiled landscape. The current departure station location is high enough for visitors to see the valley, low enough not to disrupt the beautiful landscape of the Hoang Lien range. “- the story of choosing the location of the departure station, the arrival station, and the cable car poles, Trinh Van Ha still remembers it clearly. Because you had to climb all 5 mountains around Fansipan peak several times before coming to the final decision. “ The shack is still there. 700 thousand/night Dang Ngoc Hong pointed to the shack peeking under the forest canopy, recalling the memory of the early days of climbing Fansipan, not having time to return to town when it was dark, the ethnic people charged a fee to stay in a shack for a night more than a hotel. 3 stars. The fear of getting lost in the night in the middle of Hoang Lien forest made him shiver. Sun Group engineers went to survey Fansipan in 2013. From the cable car cabin looking at the mountain range on the other side, only seeing 35kV electric poles soaring out of the forest, the feeling of reverberation echoed in him. On that day, every morning, “human ants” (indigenous people were hired to carry materials to the mountains to build electricity pylons) diligently carrying cement, iron and steel… along the mountain’s spine. climb up. “ At one point, 400-500 Hmong (Sapa) and Thai (Lai Chau) people were mobilized to speed up the construction progress. “- Mr. Hong said. Without that 35kV power line, there is no Fansipan cable car now. Making the power line to the top is equally arduous as making the cable car. That day, the luggage that Trinh Van Ha brought to Fansipan was the experience of the guy who had participated in 2 cable car routes to set a world record in Ba Na. But all does not seem to help much, maybe, just a little experience in the jungle, but the forest in Fansipan is far from Ba Na forest. Monolithic stone is transported to the top of Fansipan by human power. In the first days of coming to Sapa, the feeling of excitement quickly gave way to skepticism. The bone-chilling cold at the top was like a needle piercing the skin. Putting down the phone after the quick calls home, he wondered: why did I accept my boss’s invitation to come to this sacred forest and poison water? Or, at best, go home? Ask, to answer yourself: don’t give up. Three months before April 30, 2015, every day, Mr. Nguyen Khac Tuong, captain of the LCS cable maintenance team, signed papers for thousands of people to enter Hoang Lien National Park to work for the cable car company. only about 100 people could stay. Up to now, the nights of heavy snow that had to stay at the T4 tower still haunt Chiang. “ Always have a stick by your side, sometimes you have to get up to see if the canvas is sunken to use a stick to poke the snow down, otherwise the shack will collapse. “. Sleeping on your back? The sleep of those who climb the forest and climb mountains all day has never been as easy as people think. On rainy and windy nights, more than ten boys crawled into a shack set up low like a sowing tent in the countryside, half sitting, half lying down waiting for the morning sun, anxiously afraid of the flood. Snakes, graters, half-cooked meals, days when the flood broke up, food could not be moved to the mountains, eating raw instant noodles with little breath… In this life, none of you can forget Fansipan that day. “Duck tent” to avoid the sun and rain of engineers and construction workers on the top of Fansipan. The harshness of the peak of 3143m is a test for Sun Group and foreign experts. After a lot of surveys, the results show that with a steep terrain, the single-wire cable car will not be able to withstand the gusts of wind that can reach level 12 in Fansipan. And the solution proposed by Doppelmayr cable car experts is a three-wire cable car – a technology that Sun Group engineers have never tried. “ Compared with a single-wire cable car, besides the skyrocketing construction cost, the implementation is many times more complicated. 3-wire cable car requires very high accuracy with a tolerance of only 2.5mm – an extremely difficult requirement, it takes a lot of time to get the right construction plan. “- engineer Trinh Van Ha said. And Sun Group chose the three-wire option. Why? Can you still keep the one-line option that was successful in Ba Na? For the safety of visitors. In high wind conditions, the 3-wire cable can still operate smoothly to bring passengers to the top or back to the station. And for the safety of Hoang Lien forest. Using 3-wire cable technology, the number of cable poles will be much less, and this will be the solution that has the least impact on the environment and natural landscape. “ Minimizing interference in the environment when it is a prerequisite “, Mr. Dang Ngoc Hong once again confirmed the explanations of engineer Trinh Van Ha. Decision despite the cost, difficulty. Choose to do it manually so as not to affect the environment. Sun Group posed a difficult problem for its engineers, and made Doppelmayr’s own experts doubtful. The difference in construction of Fansipan cable car. Initially, when the service cable was almost finished, the basic service station had just finished the foundation. Witnessing the image of Vietnamese workers digging manually, foreign experts said that it took 5 years for this work to take shape. However, after just over 2 years, Fansipan cable car was officially inaugurated, in the joy of people eating wind, sleeping dew, turning themselves into “tarzan” for many months in the forest. Looking back now, they still wonder, somehow, that day, I can make it through. But one thing is certain that you all know, it is the care, love, and camaraderie in difficult times that created the motivation for the Fansipan army that day to conquer thousands, creating a work for a lifetime. . “ Day by day, terrors became the norm. Love, solidarity, care, sharing from a piece of rice, a cigarette, a warm coat are the last things left. “, Mr. Trinh Van Ha is sad. Cable car to Arrival Station. Among the noisy guests on how to build the Fansipan cable car, it is not clear if anyone could understand that the Sun Group people pulled the cable by hand, following the forest road, not by helicopter like the experts. Doppelmayr family still do.

Jacob Hopkins, the first volunteer directly infected with the virus These volunteers have lined up to participate in the “human trial,” which has long been successfully used to develop vaccines for diseases such as typhoid and cholera. The world’s first human trial for Covid-19 began in the UK in March of this year, as scientists tried to determine the minimum dose of virus needed to infect volunteers. from 18 to 30 years old. Alastair Fraser-Urquhart, human trial volunteer Alastair Fraser-Urquhart “registered immediately” to participate in the trial and also became the manager of 1Day Sooner, a British non-profit that advocates for volunteers to participate in research studies. save on humans. “We are really, really lucky that an mRNA vaccine is a viable platform to start with, but there is no guarantee it will,” he said, “And even if it turns out to be completely useless. , thanks to a test like this, you can detect that in a matter of weeks instead of months.” Mr Fraser-Urquhart was one of the few to take part in the first phase of the trial, in which volunteers were screened before going into isolation at the Royal Free hospital in London. A few days later, the virus was injected into Fraser-Urquhart’s nose by a scientist wearing full protective gear while he lay in bed wearing only a T-shirt and jeans. There were about six other researchers, all covered from head to toe, standing in that room. “One of them stood in the corner of the room and counted down the seconds… as if it were a rocket launch,” Fraser-Urquhart said. He said the experience was both terrifying and memorable. “In the same room with such a large amount of pure virus… it looks like normal water. I didn’t expect to see coronavirus like this.” According to Jacob Hopkins, the first volunteer directly infected with the virus, after being injected, they will lie down for 10 minutes before sitting up and holding the position for another 20 minutes. “When we finished, we were… high five. It was a really weird moment, it was like “that’s great, Covid!”? And then it all really started.” After contracting the virus, the participants were monitored 24 hours a day for at least 14 days, and blood samples and nasal swabs were collected every day. Both Fraser-Urquhart and Hopkins felt fine for the first few days, but had to go through a few “difficult” days before recovering. “Honestly, it wasn’t easy, but it was an extraordinary experience, and one of the best things I’ve ever done in my life,” Hopkins said. “When you contribute to a project that can bring a lot of good… it feels good to be a part of it.” After discharge, the participants were followed up for a year so the researchers could detect any long-term symptoms. Overall, each person will be supported around £4,500 (VND 146.8 million) for their contribution. Fraser-Urquhart donated his first donation to The Vaccine Alliance, and plans to donate the rest to other charities. “It’s good to be able to demonstrate that at least some of the volunteers participate purely out of compassion,” he said. “Actually, this support never influenced my decision to join.” Some scientists have hesitated to expose volunteers to Sars-CoV-2 – the virus behind COVID-19 – because it currently has no cure, although there are several methods. The treatment has been shown to be effective. Meanwhile, some advocates of the trial argue that the coronavirus poses a low risk to young and healthy people and offers high benefits to society. These benefits include the ability to accelerate the development of a second-generation vaccine, as developing countries grapple with inadequate demand. They can also be used to compare people who are suitable for vaccines, develop treatments, and advance the scientific understanding of the virus.

Instagram used to be a place where you could find community and discover your passion for photography. Since 2017, however, I’ve noticed a change as the platform transitions to algorithmically sorting photos in news feeds. This change causes the images displayed to be related to the characters or issues that the user is interested in. This is the reason photographers are no longer interested in this application even though it used to be a place to incubate their passion. The original Instagram app. Photo: Techradar. Before Instagram, photography forums and platforms like Flickr and Tumblr used to be a place to connect photo lovers with each other. These communities are run by forum administrators or members. And most of all, without any intervention of algorithms like today. The Algorithms Behind Instagram Instagram has billions of users every month, so it’s impossible to control the huge amount of content posted every day. According to the Omnicore , up to 95 million images are shared every day on this app. Instagram has used algorithms instead of human factors to control and decide which content should be shown priority. Specifically, only posts with your personal photos or special moments will be prioritized by Instagram. It seems that this algorithm is “Facebookizing” Instagram. Users reflect on Instagram’s new algorithm, asking the app to bring back the chronological display of photos. Photo: Techradar. I tried posting an old photo of myself on Instagram with my birthday message. Surprisingly, this photo got the most engagement of anything I’ve posted in the past 12 months. The artworks of these photographers will now be difficult to reach their Instagram followers. On average, only 5-10% of followers interact and comment on each photographer’s post. Specifically, you will get 150-300 interactions for every 3,000 followers you have, or even less. According to Instagram, their algorithm has not changed, if you want to get a lot of likes, then work hard to interact with other accounts. A rival shopping and copying app Instagram seems to be obsessed with competing in the market by copying the competition. The proof is after the success of TikTok with the total number of app downloads increasing by 800% from the beginning of 2018 to the end of 2019. Not long after that, Instagram responded by launching the Reels function in August 2020. At the same time, TikTok launched e-commerce support on each of its videos. On December 10, 2020, Instagram announced that a shopping feature was integrated into Reels similar to what TikTok did. Instagram’s shopping feature and Snapchat’s Instagram stories feature were copied from Snapchat. Photo: Techradar. Facebook is also adding Instagram features to its platform. Stories on Instagram can now also appear on Facebook, and more than that Facebook is preparing to test the Reels feature. There are still many other options It looks like Twitter and TikTok are benefiting from users who are frustrated that Instagram is slowly becoming Facebook. Twitter is a suitable platform for photographers while still carrying the same values ​​​​as the photography forums of the past. Additionally, Twitter has just launched a 4K photo feature on its mobile app. Facebook allows users to cross-share Reels from Instagram. Photo: Techradar. Besides, video content creators on TikTok are encroaching on Youtube with popular “how-to” videos. Instagram needs change If possible, Instagram should give users the choice of showing photos in the news feed between appearing in chronological order or by interaction between accounts. Next are the paid plans, with these users will not be affected by the advertising of third parties. In addition, Instagram should have more premium plans for businesses and celebrities that come with benefits like sales and advertising.

At the meeting, Yan Qiang, senior vice president of Kuaishou and head of content operations, announced two news:

1. There will be 1 billion yuan in cash and tens of billions of flow to subsidize creators.

2. The main goals of Kuaishou in 2021 will be around three levels: constructing a live broadcast 2.0 era, promoting pan-life services, and enhancing the community and social value of the platform.

Kuaishou’s “de-familyization”: the lotus is broken and it is difficult to give up

After the accident of the head anchor Simba, in order to solve the crisis of trust, Kuaishou tried his best to get rid of the influence of the “family” during the months when Simba was blocked. At the Kuaishou Gravity Conference, although Kuaishou kept emphasizing private domain traffic and anchors, it didn’t mention the “Simba” and other Kuaishou families that took the lead on the path of anchors. In the event of the day, the Kuaishou flashlight Xiao Gu, the person in charge of the business, said three times in his speech, “Don’t lie to the old iron.”

In order to reduce the influence of the Kuaishou family, Kuaishou kept vocalizing during the Simba ban. The Kuaishou executives once stated that the total annual cumulative GMV of all the anchors of the Simba family may only account for 10% of the Kuaishou GMV. At the same time, Kuaishou is also constantly supporting small and medium businesses and pushing new anchors at official events. However, Simba’s influence on Kuaishou is still hard to ignore. On the day of the rebroadcast, Simba’s popularity rushed to the top of the selling list, far surpassing the new anchors who had high hopes from Kuaishou officials.

For fast-handed families like Simba, fast-handed wants to give up, but it is difficult to let go completely. According to media reports, when Simba was re-broadcasting, Kuaishou internally opened a green channel for it, and also conducted a small survey on shopping experience.

In order to reduce the head “family influence”, Kuaishou chose to continue to increase “private domain traffic” and support anchors with 100,000-1 million followers. Zhang Yipeng, head of the marketing center of Kuaishou e-commerce, said: “I may not be able to sell a mid-waist anchor. Simba, Li Jiaqi and Wei Ya, my 10 anchors will bring it together, and the amount will definitely be larger than in the past.”

The live broadcast e-commerce 2.0 era described by Kuaishou e-commerce is when the cost of public domain traffic is getting higher and higher, through the platform to gather exclusive private domain traffic for content creators. For example, anchors rely on their live broadcast features to create sales. People design, produce high-quality content and establish a strong trust relationship with users, and guide users to consume. Regarding the results of creating private domain traffic, Yan Qiang revealed: “In 2020, the private domain traffic income of creators of Kuaishou platform has reached 40 billion yuan.”

In the face of increasingly fierce competition, in order to tell investors more imaginative stories. In addition to stabilizing the basic market of live e-commerce, Kuaishou is gradually increasing its content marketing. The 2020 financial report shows that the annual revenue of Kuaishou online marketing business is 2019 billion yuan, a year-on-year increase of 194.6%. In the fourth quarter, it surpassed Kuaishou live broadcast e-commerce and set a new record for Kuaishou’s single-quarter revenue. The online marketing business is also defined by Kuaishou as “one of the core strategic businesses that support our long-term development.”

Ma Hongbin, senior vice president of Kuaishou, revealed that Kuaishou magnetic engine is expected to help creators achieve 10 billion advertising revenue in 2021.

The magnetic engine that Feng Hongbin said is a commercial marketing service platform under Kuaishou, which is a bit like a giant engine of byte beating. In terms of function, the magnetic engine is like a giant engine of the Kuaishou version, which can push open-screen advertisements and information. For streaming advertisements, advertisers can also promote through the magnetic engine and the “old irons” under Kuaishou, and content creators can also target them through the “kuaishou vermicelli” in the magnetic engine, and their accounts can grow rapidly.

Kuaishou and Douyin are more and more similar at first glance, but they are not the same when you look closely.

Kuaishou’s branded merchant strategy may not necessarily satisfy merchants

Coincidentally, not long after Kuaishou proposed the live broadcast e-commerce 2.0 era, Douyin announced the next step at the first Douyin E-commerce Ecological Conference on April 8. Different from Kuaishou’s main private domain, the “interest e-commerce” selected by Douyin is somewhat similar to interest recommendation. Douyin uses user portraits and other methods to tag users and then target users to push the other party. Interested in live streaming and short evaluation videos.

Kuaishou and Douyin continue to increase their e-commerce, but for now, there is still a certain gap between Kuaishou live broadcast and Douyin live broadcast.

According to data from iiMedia Consulting, the GMV of Douyin live e-commerce in 2020 will exceed 500 billion yuan, even surpassing Taobao’s 400 billion yuan, while Kuaishou’s GMV will only exceed 330 billion yuan in 2020. Judging from the 2021 target, according to media reports, Kuaishou has set the GMV target for this year’s e-commerce at between 750 and 800 billion yuan, while Douyin plans to achieve a total GMV of more than 1 trillion yuan in 2021.

Although there is still a gap between Kuaishou and Douyin in total GMV, both sides have similar troubles.

From the perspective of the supply chain, Kuaishou hopes to rely more on its own or partner’s supply chain to control user transactions on external platforms. For this reason, Kuaishou signed a contract with JD.com in May 2020. Users can directly enter JD’s self-operated stores from Kuaishou’s stores without jumping to external links. The anchors can also choose JD’s self-operated products when they bring goods. Among Douyin’s 500 billion GMV in 2020, about 60% are completed through third-party links in live broadcast rooms and short videos, and the remaining 40% are controlled in Douyin’s own channels such as Douyin stores.

From a brand perspective, Kuaishou also hopes to increase the proportion of branded products in GMV and reduce the proportion of white-label products. It plans to increase the proportion of branded products to 70% in 2021. More branded products mean better product quality and user experience. Kuaishou founder Su Hua said that he hopes to increase the repurchase rate of users.

In terms of brand merchants, Kuaishou still has a certain gap with Douyin. There are obviously more brand merchants on Douyin. Douyin continues to build closed-loop e-commerce and brand merchants. It not only strongly supports brand merchants to settle in, but also goes online. The Douyin Store. Feigua Data’s report shows that starting from February 2021, live broadcast sales of Douyin brand stores accounted for 50% of total sales, and more and more merchants began to choose to build their own live broadcast operation team.

In addition, brand merchants may not be satisfied with their experience on the Kuaishou platform. From the specific data, the new Douyin data shows that the number of fans of Li Ning Sports Tik Tok is 3.098 million, 573 works have been released, and 49 live broadcasts, but the live broadcast of Li Ning Sports’ Kuaishou account has reached 87 games and the number of works is 561. There are only 788,000 fans.

A similar situation has occurred with brands such as Mengniu, OPPO, and Yili. For example, OPPO Douyin has 3.2124 million fans, released 724 works and 32 live broadcasts, but Li Ning Sports’ Kuaishou has 26 live broadcasts and 340 works, but only 364,000 fans.

According to the official statement of Kuaishou, the logic of Kuaishou e-commerce is to improve platform GMV by optimizing content, conversion rate, customer unit price, and repurchase frequency. However, it is still unknown whether Kuaishou e-commerce companies improve the functional experience of e-commerce products from the perspective of users. It is still unknown whether more brand merchants can be convinced to settle on the platform.

At the meeting, Yan Qiang, senior vice president of Kuaishou and head of content operations, announced two news:

1. There will be 1 billion yuan in cash and tens of billions of flow to subsidize creators.

2. The main goals of Kuaishou in 2021 will be around three levels: constructing a live broadcast 2.0 era, promoting pan-life services, and enhancing the community and social value of the platform.

Kuaishou’s “de-familyization”: the lotus is broken and it is difficult to give up

After the accident of the head anchor Simba, in order to solve the crisis of trust, Kuaishou tried his best to get rid of the influence of the “family” during the months when Simba was blocked. At the Kuaishou Gravity Conference, although Kuaishou kept emphasizing private domain traffic and anchors, it didn’t mention the “Simba” and other Kuaishou families that took the lead on the path of anchors. In the event of the day, the Kuaishou flashlight Xiao Gu, the person in charge of the business, said three times in his speech, “Don’t lie to the old iron.”

In order to reduce the influence of the Kuaishou family, Kuaishou kept vocalizing during the Simba ban. The Kuaishou executives once stated that the total annual cumulative GMV of all the anchors of the Simba family may only account for 10% of the Kuaishou GMV. At the same time, Kuaishou is also constantly supporting small and medium businesses and pushing new anchors at official events. However, Simba’s influence on Kuaishou is still hard to ignore. On the day of the rebroadcast, Simba’s popularity rushed to the top of the selling list, far surpassing the new anchors who had high hopes from Kuaishou officials.

For fast-handed families like Simba, fast-handed wants to give up, but it is difficult to let go completely. According to media reports, when Simba was rebroadcasting, Kuaishou internally opened a green channel for it, and also conducted a small survey on shopping experience.

In order to reduce the head “family influence”, Kuaishou chose to continue to increase “private domain traffic” and support anchors with 100,000-1 million followers. Zhang Yipeng, head of the marketing center of Kuaishou e-commerce, said: “I may not be able to sell a mid-waist anchor. Simba, Li Jiaqi and Wei Ya, my 10 anchors will bring it together, and the amount will definitely be larger than in the past.”

The live broadcast e-commerce 2.0 era described by Kuaishou e-commerce is when the cost of public domain traffic is getting higher and higher, through the platform to gather exclusive private domain traffic for content creators. For example, anchors rely on their live broadcast features to create sales. People design, produce high-quality content and establish a strong trust relationship with users, and guide users to consume. Regarding the results of creating private domain traffic, Yan Qiang revealed: “In 2020, the private domain traffic income of creators of Kuaishou platform has reached 40 billion yuan.”

In the face of increasingly fierce competition, in order to tell investors more imaginative stories. In addition to stabilizing the basic market of live e-commerce, Kuaishou is gradually increasing its content marketing. The 2020 financial report shows that the annual revenue of Kuaishou online marketing business is 2019 billion yuan, a year-on-year increase of 194.6%. In the fourth quarter, it surpassed Kuaishou live broadcast e-commerce and set a new record for Kuaishou’s single-quarter revenue. The online marketing business is also defined by Kuaishou as “one of the core strategic businesses that support our long-term development.”

Ma Hongbin, senior vice president of Kuaishou, revealed that Kuaishou magnetic engine is expected to help creators achieve 10 billion advertising revenue in 2021.

The magnetic engine that Feng Hongbin said is a commercial marketing service platform under Kuaishou, which is a bit like a giant engine of byte beating. In terms of function, the magnetic engine is like a giant engine of the Kuaishou version, which can push open-screen advertisements and information. For streaming advertisements, advertisers can also promote through the magnetic engine and the “old irons” under Kuaishou, and content creators can also target them through the “kuaishou vermicelli” in the magnetic engine, and their accounts can grow rapidly.

Kuaishou and Douyin are more and more similar at first glance, but they are not the same when you look closely.

Kuaishou’s branded merchant strategy may not necessarily satisfy merchants

Coincidentally, not long after Kuaishou proposed the live broadcast e-commerce 2.0 era, Douyin announced the next step at the first Douyin E-commerce Ecological Conference on April 8. Different from Kuaishou’s main private domain, the “interest e-commerce” selected by Douyin is somewhat similar to interest recommendation. Douyin uses user portraits and other methods to tag users and then target users to push the other party. Interested in live streaming and short evaluation videos.

Kuaishou and Douyin continue to increase their e-commerce, but for now, there is still a certain gap between Kuaishou live broadcast and Douyin live broadcast.

According to data from iiMedia Consulting, the GMV of Douyin live e-commerce in 2020 will exceed 500 billion yuan, even surpassing Taobao’s 400 billion yuan, while Kuaishou’s GMV will only exceed 330 billion yuan in 2020. Judging from the 2021 target, according to media reports, Kuaishou has set the GMV target for this year’s e-commerce at between 750 and 800 billion yuan, while Douyin plans to achieve a total GMV of more than 1 trillion yuan in 2021.

Although there is still a gap between Kuaishou and Douyin in total GMV, both sides have similar troubles.

From the perspective of the supply chain, Kuaishou hopes to rely more on its own or partner’s supply chain to control user transactions on external platforms. To this end, Kuaishou signed a contract with JD.com in May 2020. Users can directly enter JD’s self-operated stores from Kuaishou’s stores without jumping to external links. The anchor can also choose JD’s self-operated products when they bring goods. Among Douyin’s 500 billion GMV in 2020, about 60% are completed through third-party links in live broadcast rooms and short videos, and the remaining 40% are controlled in Douyin’s own channels such as Douyin stores.

From a brand perspective, Kuaishou also hopes to increase the proportion of branded products in GMV and reduce the proportion of white-label products. It plans to increase the proportion of branded products to 70% in 2021. More branded products mean better product quality and user experience. Kuaishou founder Su Hua said that he hopes to increase the repurchase rate of users.

In terms of brand merchants, Kuaishou still has a certain gap with Douyin. There are obviously more brand merchants on Douyin. Douyin continues to build closed-loop e-commerce and brand merchants. It not only strongly supports brand merchants to settle in, but also goes online. The Douyin Store. Feigua Data’s report shows that starting from February 2021, live broadcast sales of Douyin brand stores accounted for 50% of total sales, and more and more merchants began to choose to build their own live broadcast operation team.

In addition, brand merchants may not be satisfied with their experience on the Kuaishou platform. From the specific data, the new Douyin data shows that the number of fans of Li Ning Sports Tik Tok is 3.098 million, 573 works have been released, and 49 live broadcasts, but the live broadcast of Li Ning Sports’ Kuaishou account has reached 87 games and the number of works is 561. There are only 788,000 fans.

A similar situation has occurred with brands such as Mengniu, OPPO, and Yili. For example, OPPO Douyin has 3.2124 million fans, released 724 works and 32 live broadcasts, but Li Ning Sports’s Kuaishou account has 26 live broadcasts and 340 works, but only 364,000 fans.

According to the official statement of Kuaishou, the logic of Kuaishou e-commerce is to improve platform GMV by optimizing content, conversion rate, customer unit price, and repurchase frequency. However, it is still unknown whether Kuaishou e-commerce companies improve the functional experience of e-commerce products from the perspective of users. It is still unknown whether more brand merchants can be convinced to settle on the platform.

Cinematographic work “Love the country” was adapted from a short story of the same name by writer Nguyen Huy Thiep Recently, Film adaptation week by Nguyen Huy Thiep was held at the University of Social Sciences and Humanities, National University of Hanoi, to commemorate the author of the outstanding short story who passed away. Nguyen Huy Thiep’s short stories often have layers of meaning with depth of words, short but expensive dialogue and details with great expressive meaning. This always creates “land” for writers and directors to be inspired by creativity. A reader who loves the work of writer Nguyen Huy Thiep and in a short story reading The sawmen , director Vuong Duc “conceived” a film script because of “the story is highly cinematic, from the plot, the characters, the conflict in the story”. As for director Dang Nhat Minh, he shared, “Thiep’s literature has the characteristics that cinema needs, that is, he does not reveal his messages, and has no characters to speak a statement. He just said, like movies, to let the images show. That is the cinematic quality of Nguyen Huy Thiep’s literature. Being able to make movies by Nguyen Huy Thiep is a fortunate opportunity in my filmmaking life ”. Short story Mother’s soul also impressed director Pham Nhue Giang right from the beginning of the story, and after nearly 20 years, she was able to put her work on screen. She shared that Nguyen Huy Thiep’s story is close to the cinema in the lines of the characters, with short lines, evoking the feeling of all “types of people” to readers and viewers: Honesty, kindness. or “messy” … Besides, the characters in the story are often complex, multidimensional. Many issues that the writer has recognized and expressed up to now are still not old such as moral corruption, cultural conservation issues … The moderation of space, the conflicts in personality and the ending of the story. The warmth in human love is also a strong point in his works. Nguyen Huy Thiep’s story has many layers and layers and its life is somewhat followed in cinematographic works. Dr. Nguyen Thi Thu Thuy, Faculty of Literature, University of Social Sciences and Humanities (Hanoi National University) said: “Reading Nguyen Huy Thiep’s works, we see that his writing is very calm, neutral, but behind is many hidden hidden. It is an opportunity for other independent works to exploit what he has not said clearly on the text … Seeing the adaptations or inspired by Nguyen Huy Thiep, we will see a wide dialogue. more, deeper, sharper with the things he left behind in his stories. These are all multi-tiered texts that evoke the discovery of the viewers and readers ”.

How much time and effort will you devote?

There is a group of people who have been silently paying for more than ten years

Trekking through mountains and rivers, scientific and technological research

Finally created a world-class scenery of wool and cotton rhododendron

Although the flowering period has passed, the touch is still

This is a gift from nature, but also the painstaking effort of countless people

Woolly Rhododendron from Wutong Mountain

YesThe world’s onlyNatural distribution

Rhododendron, the southernmost latitude and lowest altitude tree

AlsoThe world’s onlyNaturally distributed in

Big tree rhododendron in the center of a megacity

Did you check in this year?

2021 Shenzhen Wutong Mountain

The 6th Cotton and Rhododendron Fair has been successfully concluded

During the flower fair, the residents of the mountain have about250,000 people

28 offline guided tours service audiences close to1000 people

“Hua Cailuo Lake Azalea” Douyin national check-in activity

Super playback volume870 million people

“Wandering”Xu Ping Photo

In addition, there are thousands of people flashing, hundreds of young people painting cuckoos,

“The Red Story of Azalea” Promenade etc.

“Red Elements” Shining Flower Fair

Extraordinarily moving

Behind the blossoming flowers

There are such a group of people who silently give

From sporadic flowering, landscape degradation

When the azaleas are in full bloom, the flowers are in full bloom

theySuccessfully created a world-class woolen cotton azalea sea landscape

Created “Beautiful Shenzhen, Vientiane Luohu”

Of shiny eco business cards

?Click on the video to pay tribute to them?

Before 2005

Rhododendron sibiricum only a few plants bloom sporadically

Like a veil of mystery

Weak growth and even some gradually wither away

To this end, the Wutong Mountain Scenic Area Management Office

Launched scientific research and achievement transformation

Rhododendron wool under dense forests does not grow well, and in severe cases, it has withered.

”

“From the theory of ecological landscape forest, the new technology of construction and tending of ecological landscape forest of Rhododendron wool, the research on the flowering mechanism of Rhododendron wool, to the practice of mycorrhizal seedling breeding, reproduction technology and hybrid breeding, and sustainable management of Rhododendron wool , We have set up a professional nurturing team to overcome many difficulties and carry out comprehensive nurturing and upgrading of the Rhododendron landscape forest in Wutong Mountain.” said Wang Dingyue, director of the Wutong Mountain Scenic Area Management Office.

Same plantBefore tendingComparison between (2006) and after rearing (2007, 2010)

Comparison of Wanhuaping downslope in the same area before tending (2006) and after tending (2010)

on the one hand

Researchers have conquered the reproduction technology of Rhododendron wool, including seeding, high pressure, tissue culture, cutting propagation, etc.For the first time in the worldSuccessfully cultivated a large number of cotton rhododendron seedlings, which provided a strong guarantee for the sustainable development of Wutong mountain cotton rhododendron; at the same time, by crossing the wool cotton rhododendron, changing the flower color and introducing the species down the mountain, cultivated plants that can be grown in cities A new variety of rhododendron.

on the other hand

Researchers have established the Wutong Mountain Rhododendron germplasm resource bank by introducing them to various places. From 2016 to 2020, a total of five years have introduced Rhododendrons.734Horticultural varieties and native species,125,000Rhododendron seedlings, the collection of horticultural varieties ranks firstNo. 1 in the country.

Difficulties and hardships, Yuru Yucheng

Wutong Mountain Scenic Area Management Office in the aspect of landscape forest construction

Achieved outstanding practical results

In 2005, creatively carried out the landscape cultivation of wool and cotton rhododendron in China;

Since 2006, the vegetative and seed propagation technology of Rhododendron wool has been conquered one after another, and the seedlings of Rhododendron wool have been cultivated on a large scale for the first time and successfully returned to the forest for planting;

In 2007, research on the introduction and hybrid breeding of azaleas was carried out;

In 2008, Wutong Shan Maomian Rhododendron ushered in a historic blooming scene of flowers.

Rhododendron wool of Wutong Mountain Rhododendron Valley

When we wander in the beautiful sea of ​​flowers

Can’t help but be grateful to the generations of Wutongshan people

It’s their sweat and dedication

So that we can have a chance to see

The demeanor of “Indus Fairy”!

“Splendid Flower Group” photo by Du Xiaoxiao

“Indus Spring Thick”Photo by Yan Huiqiang

“Mountain Flower Red Romance”Ouyang Yong Photo

“Indus Spring”He YingPhoto

“The Phantom of Xiaguang, the Heart of Rain and Dew”Tang XianshiPhoto

Beautiful Shenzhen, Vientiane Luohu

Next spring

Let’s continue to meet the azalea sea of ​​wool and cotton!

Content comesSource: Luohu Rong Media Center, Wutong Mountain Scenic Area, Reading Special

New Era Xin Luohu, Shenzhen release

If you need to reprint, please indicate the above content

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Here are the facts that many people believed absolutely, until they found out that they are just tricks of the Internet.

1. Can’t you park your car on Japanese streets?

Truth spread on the Internet and reality

Netizens around the world often show admiration for Japanese streets, that the streets here look great because there are no cars.

In fact, this is only partially true. In 1957, Japan enacted a ban on parking on the street. However, some roads in Japan have signs that allow parking. In other words, there will still be cars parked on the road in Japan.

It is quite interesting that if you want to buy a car in Japan, you need to prove to the local authorities that you have a place to park your car. Either your house has a place, or you have to rent a parking space for the same price as a small apartment.

1. Babies born on airplanes can fly anywhere, completely free of charge

Actually this is a quite complicated question, because each country will have different rules. In general, every child can hold 2 nationalities if born on an airplane. However, the problem lies in what second citizenship is.

Because the rules of each country are different, the second nationality can be from the country where the child was born, or belong to the country where the airline is carrying the baby, or depends on where you land or where you land. forward…

Some would argue that airlines would grant a lifetime free flight to a baby born on an airplane, but that’s not entirely true. Only a handful of African and Asian airlines allow it, most until the age of 21, or give away a few flights only.

1. The truth about the dog-shaped mountain

Netizens around the world used to be very interested in the photo of the mountain with a lying dog. But in fact, this is a photo that has been edited, and the author of the photo corrected it.

The real photo of the cliff looks quite ordinary, although it also looks a bit like a dog.

The photo went viral on the Internet (left) and the real photo (right).

1. Castle on the rock

Once again an edited work. The rock in the photo above is in Thailand’s Phang Nga National Park, while the castle is actually located in Germany.

1. Takes 7 years to digest if accidentally swallowed a piece of gum

This is one of the information that many people believe, that if you swallow gum, it will take you 7 years to digest it. The purpose of the sentence is to prevent children from swallowing candy, but it is not.

Gum is made from natural rubber, a sweetener and flavor. Particularly for the rubber part, the stomach will not be able to digest, but if swallowed it will sooner or later come out by another way – that is your toilet.

1. An elephant tree

I have seen it fake, but it turns out there are still many people who believe the photo above is real. Then the final affirmation: It is a photo that has been edited. Background in the picture is the garden in the city of Pristina (Federal Republic of Yugoslavia), and below is the garden when there is no extreme fake elephant.

1. Decoding super virtual gecko transform video

The video above once caused a storm in the late 2020, with the content of a gecko changing color when climbing a pencil.

But looking at that, there is no such good gecko. The video was actually posted by an Instagram account since June 2020, and was explained by the owner that it was created using computer software.

In fact, many people believe that chameleons can change color to camouflage based on their surroundings. But actually, geckos change color based on … emotions, and that’s how they communicate with the outside world.

1. Canal flooded with flamingos in Venice

It is true that you can see flamingos in Italy, but not as many as in the photo above and not at that location. This is actually a creation by artist Kristina Makeeva, and Makeeva herself admits this is not a real photo.

Source: BS, Vt.co