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The most comprehensive "Fitness Guide" in history, here are 14 kinds of exercises that suit you.

Physical exercise and fitness activities are one of the best ways to consume calories, and moderate consumption of calories is the key to reducing excess fat, maintaining a good figure and promoting good health.

Today, Xiaobian has prepared a list of calorie "natural enemies" for you, and converted the calories consumed by various sports into various familiar foods. Compare the pictures and calculate them quickly!

Among these sports called "natural enemies" of calories, some are relatively simple and easy to learn, and some are relatively professional and intense. Exercisers also need to choose the most suitable project according to their own situation in order to achieve good fitness results. The National Fitness Guide issued by the General Administration of Sports recommended suitable sports activities for exercisers with different goals.

If you don’t have a plan for physical exercise and fitness, take action quickly, choose an exercise that suits you and burn your calories!

Source: CCTV News Weibo

Source: National Healthy Lifestyle Action

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These four fitness exercises, if you persist for a long time, have different benefits to your health.

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Exercise and fitness is one of the things that we should insist on doing every day.

If you wait until you are old or have health problems before you think about exercising, it will be a little late. Although we can’t make fitness exercise as punctual as eating and sleeping, exercise can help us improve our resistance, reduce the body fat rate and maintain our vitality. Fitness is something that we all insist on doing.

For us, fitness exercise can not only strengthen our body, but also help us lose weight, improve our physique and physical fitness, help you improve your muscle strength, and improve every aspect of the individual.

If you neglect exercise because of your career, money may not buy health when you have health problems. Without health, your career can’t go on. Therefore, exercise is something that we need to persist in for a long time.

Everyone’s time, energy, ideas and adaptability are different, and there are different exercise methods in fitness exercise, and some people want to choose the best exercise method, but different exercise methods have different effects on our body.

For example, strength training can help you build muscles, and aerobic exercise can help you improve your cardiopulmonary endurance and break down excess fat. We should choose the exercise mode that suits us and make ourselves interested in sticking to it. For example, some people think running is good, while others think running is not good, which varies from person to person.

However, it is best to insist on diversification of sports. Don’t do a single sport, which is not only boring but also easy for the body to adapt. If the part of each training is too single, it is not conducive to their all-round development.

The following four daily fitness exercises are shared, and people who have time can do them every day. If you don’t have time, then choose 1-2 actions to exercise, in short, let yourself move.

1. Squat

As a golden movement in the fitness field, this movement can not only enhance the strength of the individual’s lower limbs, but also help the whole body burn fat and lose weight. Insist on squat training, enhance bone density, slow down the speed of muscle loss, and also slow down the speed of aging.

Squat is an exercise suitable for men and women, which can lift hips and thin legs, increase muscles and reduce fat. If you can insist on 50-100 squats every day, your muscles and figure will change greatly.

Step 2: Walk

Some people don’t like running, mainly because running requires a certain degree of cardiopulmonary endurance, and the process of running is too tired. Overweight people will hurt their knees and thicken their calves after running, so it doesn’t matter. We can take a walk instead of running.

Walking is also a kind of running, at least the intensity is relatively low. However, walking is less harmful to knee joints and the fat burning efficiency is slow. However, walking is more suitable for heavy people. Walk for an hour every day, and you can lose 5 or 6 pounds after one month.

3. Running

There are many kinds of running, such as jogging, running fast, running fast, etc., and the change of venue will also make you get different benefits and feelings.

People who insist on running will eventually fall in love with running and sweating. It’s uncomfortable not to run for a day. Although some people think that the process of running will be boring, the physical transformation of those who persist is obvious, such as your heart and lung function will be strengthened, your legs will become thinner and your body will become slimmer.

Running can not only lose weight, improve personal immunity, but also improve personal cardiopulmonary function. Many diseases that doctors can’t cure can be treated by running. Do you believe it?

4. HIIT interval training

HIIT interval training belongs to moderate and high-intensity exercise, which requires short training time and high fat burning efficiency, and is more suitable for office workers who usually have little time to exercise.

You can finish a training in 20 minutes at home, and HIIT can quickly raise your heart rate and put your body into a state of burning fat. HIIT interval training combines aerobic exercise and anaerobic exercise, which can reduce muscle loss. If you persist in HIIT for one month, you can obviously feel that your body’s energy and vitality have become vigorous and you can shape your body.

These four kinds of fitness programs are common in fitness activities. Keep doing 1-2 kinds of training every day. If you keep doing it for a long time, you will find that your body will get many unexpected gains.

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Several common fitness exercises, which one has the best fat burning effect?

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We know that to lose weight is not only to control diet, but also to strengthen physical exercise to improve the body’s activity metabolism and strengthen physical fitness, so that you can lose weight healthily.

However, there are many choices of fitness exercises. What exercise should you choose to lose weight in order to achieve good weight loss results? Let’s take a look at the common sports charts.See which exercise burns fat best:

1. Jogging

Jogging is a familiar sport. Jogging for one hour can consume 550 calories. However, it is difficult for people who have just started exercising to persist for an hour. Generally, they need to start with brisk walking and jogging, and then transition to uniform jogging training after a period of time.

Jogging can be done outdoors or on a treadmill. However, outdoor running will be affected by the weather. There will be more people running outdoors in summer, but there are often fewer people running outdoors in winter. Do you like running on the treadmill or running outdoors?

2. Skipping rope

Skipping rope is a high-intensity fat burning training, which can not only raise the heart rate quickly, but also effectively exercise muscles and prevent muscle loss. Skipping rope is not affected by the weather, only one rope is needed, and a small open space can jump.

Jumping rope only takes 15 minutes at a time to achieve the effect of jogging for more than half an hour. After skipping rope, the body will be at a high metabolic level and continue to consume calories.

However, rope skipping training is suitable for people who are slightly fat, and people with large weight base and high blood pressure are not suitable for rope skipping training because it is easy to induce health problems.

3. Swimming

This is a very popular summer exercise. People are buoyant in the water, which can avoid the pressure of heavy weight on joints, and people with large weight base can also train.

In order to lose weight, we need to swim to lose weight. Our body will consume calories in the process of overcoming the resistance of water. Swimming for 1 hour can consume about 650-900 calories depending on the speed.

4. Table tennis

Table tennis is a low-intensity sport in which two people cooperate. Middle-aged and elderly people can also exercise, which can improve the coordination of limbs, physical flexibility and improve obesity.

One hour of table tennis can consume 350-400 calories, and beginners can burn fat while entertaining. However, table tennis needs partners to play together.

5. Go quickly

This is a low-intensity exercise suitable for people with heavy weight. If you can’t insist on jogging at first, you can start with a brisk walk, which is not easy to give up and can effectively burn calories. Walking fast for an hour can consume about 300 calories.

Which of these aerobic exercises do you prefer?

It is not the exercise with high fat burning efficiency that suits you. You need to choose the exercise that suits you according to your physical fitness, so it is easier to stick to it, and you can achieve a good weight loss effect over time.

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Long knowledge! How much do you know about 70 common sense of China culture?

[long knowledge! How much do you know about 70 common sense of China culture? 】 How popular is China culture? Russia holds the first national Chinese test. China’s traditional culture has a long history and is profound. How much do you know about traditional cultural knowledge? Which books are included in the Four Books and Five Classics? Who are the Eight Masters in Tang and Song Dynasties and the Seven Sages in Bamboo Forest? Where are Sanshan and Wuyue? … if you can’t answer, hurry to poke pictures to make up lessons, understand and inherit Chinese culture, and forward the collection!

Disclaimer: This article is reproduced for the purpose of transmitting more information. If the source is marked incorrectly or infringes on your legitimate rights and interests, please contact this website with the ownership certificate, and we will correct and delete it in time. Thank you.

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9 am! AFC executives announced major news: Congratulations to China Football! The fans cheered in unison

Before reading this article, please click "attention", which is convenient for you to discuss and share, and can bring you a different sense of participation. Thank you for your support.

Title: Rekindle the Blood: The Road to the Revitalization of China Football and the Asian Charm of Badminton When the hope of China Football is far away in the international arena, a sudden news is like a dawn, which breaks the dawn and illuminates the hope of China Football Revitalization. This is not only an exciting news, but also a confirmation of the deep belief of hundreds of millions of China fans. Let’s open a new chapter in China football and Asian badminton, which is a story about perseverance and continuous progress.

1. China Football: Preface to Challenge, Reform and Revitalization In the history of China football, we witnessed many tragic scenes. Our players wore battle shirts and sweated, and countless setbacks failed to break their progress. But this time, the meeting between AFC President Salman and China Football Association President Song Kai was like a long-lost rain after a drought, which injected vitality into China football.

President Salman’s full support is not an empty slogan, it indicates the recognition and expectation of China’s football reform in international football. This is not only an opportunity, but also an important task, a commitment to history and to hundreds of millions of China fans.

Second, the expectation of fans and the cultural connotation of China football. The spirit of China football is far more than a 90-minute game. It is related to a culture, a kind of perseverance and unity and cooperation deeply rooted in the bone marrow of the Chinese nation. Our fans expect not only the victory of the game, but also the embodiment and inheritance of this spirit.

Third, the witness of history: China’s tenacious spirit. Every struggle in adversity and every competition is the best interpretation of China’s football spirit. This spirit is our precious wealth. It tells us that no matter how powerful our opponent is, we will never give up.

Fourth, unite as one: the unchangeable principle of China football. Within the China football team, unite as one is an eternal theme. This unity can help us overcome difficulties in international competitions and create miracles in domestic leagues.

5. Enterprising mentality: The transformation and breakthrough of China football. From the introduction of coaches to the training of players, China football has been constantly trying and reforming. This enterprising mentality is our best weapon in the face of international competition.

6. Badminton in the Asian Games: A venue for displaying Asian charm. Let’s take a look at badminton events in the Asian Games. This is not only a sports competition, it is an exchange of cultures and skills of Asian countries, and it is also a concentrated display of badminton charm.

Vii. The Beauty of Competition: A Review of Badminton Events in the Last Asian Games. In the badminton events in the last Asian Games, the outstanding performance of players from various countries showed the world the level of Asian badminton. Every swing, every leap tells the dream and sweat of Asian badminton players.

Badminton in China: The embodiment of honor and team spirit. Every minute and second of the China team on the court is telling honor and responsibility. Our athletes make friends with the ball and promote peace with the game, which embodies the team spirit and the principle of friendship first in badminton.

Cultural exchange of badminton events in the Asian Games The Asian Games is not only a sports feast, but also a bridge of culture and friendship. In badminton competitions, we saw mutual respect and learning in different cultural backgrounds.

X. Looking to the Future: A New Journey of Asian Badminton With the continuous development of Asian badminton, we look forward to seeing more Asian faces on the international stage in the future, and we also hope that this sport will continue to spread its unique charm.

From China football to Asian badminton, we see not only the fierceness and beauty of sports, but also the depth and breadth of culture behind sports. Let’s hope that in the future, China football and Asian badminton will shine on the international stage, bringing more excitement and encouragement to sports fans all over the world.

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A crazy night in European football: Rome turned Manchester United out, Serie A made history, and Ligue 1 was wiped out.

On April 21st, Beijing time, let’s take a look at the latest situation of European football.

Manchester United went away to Seville 0-3, and the total score was 2-5.

In the second round of the Europa League quarter-final, Maguire and Degea gave gifts one after another. In the end, Manchester United lost to Seville 0-3 away and went out with a total score of 2-5. Manchester United were eliminated from the European Games for six consecutive seasons by La Liga teams, including three by Seville.

Juventus 1-1 away to Portugal Sports, with a total score of 2-1.

In the second round of the Europa League quarter-final, Rabiot scored a goal and sent a point. In the end, Juventus drew 1-1 away from Portugal Sports and still advanced with a total score of 2-1. According to statistics, this is the 22nd time in the history of Juventus team to break into the European semi-finals, ranking first in Serie A and second only to Emperor Rensa in Europe.

Rome 4-1 at home to Feyenoord, with a total score of 4-2.

In the second round of the Europa League quarter-final, Rome conceded the goal in the 80th minute, and the total score was 1-2 behind. Dibala scored a life-saving goal in the 89th minute, which abruptly dragged the game into overtime. In extra time, Roma defeated Feyenoord 4-1 with goals from Sharawi and pellegrini, and reversed the promotion with a total score of 4-2.

Leverkusen away to San Giros 4-1, with a total score of 5-2.

In the second round of the Europa League quarter-final, Hlozek and Barker crossed the ball, Diaby and Frimpong each scored a goal, and Leverkusen beat the Belgian team Saint-Giros 4-1 away, and advanced with a total score of 5-2.

Under the leadership of young Alonso, Leverkusen returned to the European semi-final after 21 years. The last time they reached the European semi-final was in the Champions League in 2001/02. In the last 12 games, Leverkusen remained unbeaten with 8 wins and 4 draws. The last time they lost was 2-3 Mainz in the Bundesliga in February this year.

In the UEFA, Florence lost 2-3 away and still advanced with a total score of 6-4. While Basel eliminated Nice with a total score of 4-3. Alkmar beat Andre Laichter 4-1 on penalties and advanced 6-3 on aggregate. West Ham United beat Ghent 4-1 away and advanced 5-2 with a total score.

Serie A became the biggest winner. Together with AC Milan and Inter Milan in the Champions League, a total of five teams entered the European semi-finals, which is the first time in history. The French team was completely annihilated. This is the first time since 2019 that no French team has advanced to the semi-finals of the European War.

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Football synthesis: the top 16 men’s soccer teams are released

Xinhua News Agency, Hangzhou, September 25th (Reporter Wei Yijun) On the 25th, there were seven football matches in the Hangzhou Asian Games. The men’s soccer team finished the last round of group matches, and all the top 16 were produced. The women’s football team played five games, and Vietnam, South Korea, Uzbekistan and Japan all beat their opponents by a big margin.

In the final round of the men’s soccer group match of the Asian Games, China lost to Uzbekistan 1-2 in Group C, and Japanese team beat Palestinian team 1-0 in Group D..

The score result of football match on 25th.

According to the rules, the top two of the six groups and the third place of the four best teams advanced to the top 16. The top two teams from China and India in Group A, Iran and Saudi Arabia in Group B, Uzbekistan and Hongkong, China in Group C, Japan and Palestine in Group D, South Korea and Bahrain in Group E, North Korea and Kyrgyzstan in Group F, and the four best teams, the third Myanmar, Qatar, Thailand and Indonesia, advanced.

According to the schedule, the China Men’s Football Asian Games team will play Qatar in the quarter-finals on the 27th.

The women’s football team played five games on the same day, and there were big scores in four games. In Group A, Uzbekistan beat Mongolia 6-0, ranking second in the group after China. In Group D, Vietnam beat Bangladesh 6-1, while Japan beat Nepal 8-0. In Group E, China lost to Myanmar 0-1, while South Korea beat the Philippines 5-1.

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Education and population: 11.78 million college graduates versus 8 million newborns.

Education and population issues have always been two major concerns in social development. But this year, serious challenges have occurred in both areas. Because there are 11.78 million college graduates this year, but there are only 8 million newborns.

According to recent data, the number of college graduates nationwide is expected to reach 11.79 million in 2024, an increase of 210,000 year-on-year. This huge group of graduates will face fierce competition in the job market and the pressure of employment opportunities. In order to effectively meet this challenge, the Ministry of Education and the Ministry of Human Resources and Social Security held a meeting to deploy and take corresponding measures to promote graduates’ employment and entrepreneurship.

This concern reflects the government’s emphasis on the adaptability of the education system. When formulating relevant policies, the government may consider providing more training opportunities to ensure that graduates have the skills and knowledge required by the market. In addition, supporting entrepreneurial projects and promoting industrial structure upgrading are also key factors to create more employment opportunities. This all-round consideration shows that the government hopes to promote graduates’ better integration into social and economic life through multi-pronged means.

At the same time, however, another piece of information revealed by Qiao Jie, an academician of China Academy of Engineering, at the 2023 Frontier Forum on Medical Innovation and Science and Technology has aroused widespread concern. He pointed out that the number of newborns in China has dropped by about 40% in the past five years. In 2022, the national birth population was 9.56 million, and it is estimated that the birth population in 2023 will be about 7 million to 8 million. This trend has led to profound thinking on the population structure and the decline of fertility rate.

The decline of newborn population may have a far-reaching impact on society and economy. One of them is the further aggravation of the problem of social aging. With the decrease of newborn population, the age structure in society will become more aging, which may lead to a series of social problems such as increasing the burden of old-age care and increasing the demand for medical care. In addition, labor shortage may also become a serious challenge. The decreasing newborn population will have a negative impact on the labor market in the future, which may lead to the shortage of employment in some industries and fields, and then affect the overall economic operation.

These two aspects of information jointly reveal the multi-level challenges faced by China society. In order to effectively meet these challenges, a series of comprehensive policies and measures are needed. First of all, reform and upgrade the education system to meet the needs of economic development and cultivate talents that are more in line with market demand. Secondly, measures should be taken to encourage childbearing, so as to alleviate the problems of population aging and labor shortage. This may include providing birth policy incentives and improving parenting conditions.

The government, enterprises and all sectors of society should work together to form a joint force and formulate and implement targeted policies to ensure that education and population problems can be effectively solved. At the same time, innovation and the development of science and technology should be encouraged to promote the upgrading of industrial structure and provide a better growth environment for newborns. Only by comprehensive consideration and coordinated promotion can we realize the sustainable development of society and create a more prosperous social environment for the future.

A wise man doesn’t tell lies. You have read it all, so you don’t have to praise it or pay attention to it, but please make a recommendation and forward it. Thank you!

I am a college teacher, and I am willing to share the topic of education with you. The picture comes from the network, and the infringement is informed. This article is original and any form of infringement is prohibited.

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In 2022, the cosmetics industry bid farewell to high growth: the cosmetics market has declined significantly, and it is true that wearing masks affects makeup.

Every reporter: Shu Dongni Every editor: Chen Junjie

"In 2025, China cosmetics will reach a trillion scale and is expected to become the world’s largest consumer market." In 2021, some data institutions gave predictions. However, according to the market research results of Intemin, the growth rate of cosmetics market has obviously slowed down this year. What changes have the epidemic brought to the cosmetics industry? A few years ago, the tide of domestic products was rough, but now it’s gone?

Around the above two issues, from August 23rd to 24th, at the 15th China Cosmetics Conference in Pinguan 2022, six entrepreneurs from the upstream and downstream of the cosmetics industry, from brands, channels and raw material producers, accepted an exclusive interview with the reporter of national business daily, including Li Jianfei, chairman and CEO of Vitality Group, Liu Qianfei, founder of Zhuben, Wu Tao, CEO of Yanli Cosmetics (China) Co., Ltd., and Shi Mingliang, founder of global growth system.

They told reporters that under the influence of the epidemic, the cosmetics industry as a whole bid farewell to high growth, but the sub-sectors such as efficacy skin care are gaining momentum; In the past, star enterprises entered a painful period of transformation, but it does not mean that the tide of domestic products has subsided, but the tide of capital has subsided. Farewell to the flow dividend, the cosmetics industry has entered the research and development era from the marketing era.

Image source: Photo Network -500692755

With the development of national economy, many industries, including cosmetics industry, are welcoming the wave of substitution of domestic products.

In 2020, Perfect Diary (that is, Yixian e-commerce YSG, with a share price of 1.32 US dollars and a market value of 788 million US dollars) landed in the capital market, becoming the first share of domestic beauty products, bringing the light of domestic products to the cosmetics industry, accelerating the influx of capital, and spreading financing news one after another in the industry, which also opened the biggest stage of domestic products.

However, the performance of the perfect diary after listing fell short of expectations. In less than a year and a half, it received a warning of delisting, and the impact of the epidemic was superimposed. The voice of the domestic product tide in the market was not as good as before. So, did the tide fall?

In response to this problem, the six interviewees all said that the tide of domestic products has not subsided. They believe that the fundamental driving force of the tide is the change of consumer demand, and young consumers have more confidence in national brands. Although affected by the epidemic, consumers are still enthusiastic about domestic products.

"Capital is an amplifier. The so-called ebb and flow is the ebb of capital investment in cosmetics industry." Liu Qianfei, the founder of the book, said.

In Liu Qianfei’s view, the perfect diary was successfully listed, and the capital had a good exit case in the secondary market, which led to a lot of "hot money" flooding into the primary market. Capital began to ripen cosmetics enterprises, resulting in a large number of capital grabbing projects, overvaluation of projects, rapid growth of new domestic brands and so on, which is also the time when the wave of domestic products is the biggest.

Now that capital has returned to rationality, investors of the whole consumer brand are worried about uncertainty, project selection is more critical, the threshold is higher, decision-making is more prudent, and the calmness of the secondary market is passed on to the primary market. Liu Qianfei believes that capital magnifies fear and anxiety.

Shi Mingliang, founder of the global growth system, said that in the past few years, domestic beauty products have experienced multiple dividend periods of price leveling, channel and online development of low-cost traffic, and domestic brands have ushered in rapid development. Now these dividends have subsided, and star enterprises in the past have also entered a transition period. But this does not mean that the tide of domestic products is fading.

Shi Mingliang pointed out that the fundamental driving force of the domestic goods boom stems from the national confidence of the younger generation. "Looking back to Japan, South Korea and the United States, in the past 100 years, a large number of national brands have risen, and China is also experiencing great development. Many local brands have risen. Any country will surely usher in the rise of the national tide in the process of the same economic development."

Li Jianfei, chairman and CEO of Vitality Group, also expressed the same view. He believed that it was unrealistic to accomplish what others had done in 20 or 30 years in just two or three years by relying on traffic, new channels and new demands. To a certain extent, the epidemic has accelerated the retreat of bad enterprises and brought the market back to rationality, which is more conducive to the development of the industry.

Li Jianfei also mentioned that the tide of domestic products has attracted more people’s attention to this industry, and resources and talents have flooded into the industry, which has also brought new development momentum and opportunities to the industry.

At present, the national pride of consumers in China is increasing. According to an Intel survey, 48% of beauty consumers aged 18-49 support the local economy. They are not only full of confidence and pride in local products/raw materials, but also hope to express their support for the local economy through their purchase behavior.

In the observation of Jin Yaoting, a senior analyst at Intemin, in recent years, consumers’ enthusiasm for buying domestic brands has surpassed that of Japanese and Korean brands.

Located as a direct chain brand of imported cosmetics, Yanli Cosmetics (China) Co., Ltd. has cooperated with more than 300 brands so far. Wu Tao, CEO of Yanli Cosmetics () Co., Ltd., said that Yanli started as an international brand at first, because there are no particularly high-quality brands in China. With the development of the industry, high-quality domestic brands have been rising in recent years. Since 2020, Yanli has also begun to introduce domestic brands.

"It’s not particularly much. We will inspect many aspects such as unit price, technology research and development and brand concept." Wu Tao said that although the current operation is still dominated by international brands, domestic products are still in fashion.

Image source: Photo Network -500553887

However, it is undeniable that the domestic tide of cosmetics encountered an epidemic, and both of them also reacted. Six entrepreneurs all talked about the three-year epidemic has brought many changes to the cosmetics industry. To sum up, there are three points. The first is that the cosmetics industry has entered the era of research and development from the marketing era, and the past traffic play method is not feasible.

Li Hewei, founder and chairman of Weibo Haitai Biological Group, said that one change is the intensified competition in channel marketing. Whether it is from live broadcast, short video or planting grass in the whole channel, the input-output ratio (ROI) is getting lower and lower.

Wu Tao said that under the influence of the epidemic, offline traffic decreased, prompting cosmetics companies to look for new traffic online, and channels and brands were online, which also made online traffic more and more expensive, and enterprises that smashed traffic as brands and channels were accelerated to be eliminated.

The epidemic has also accelerated the cosmetics industry into the era of intensive cultivation. "Before 2022, the playing styles of all brands tend to be the same. In the live broadcast era of online celebrity’s economy, there will be differentiation in every subdivision of the track. Some will intensively cultivate ecology, some will focus on efficacy skin care, and some will be medical beauty skin care. The future category and traffic play will be extremely differentiated." Liu Qianfei said.

"Before the epidemic, enterprises paid attention to traffic-driven, and now everyone pays more and more attention to the operation of internal strength. Before the meeting, everyone focused on live broadcast, traffic, private domain and operation, and this year it focused entirely on the profit level." Shi Mingliang mentioned that in the cosmetics industry, the cost before the epidemic has been pre-positioned, and the post-epidemic era has become a cost post-positioning.

"Cost pre-positioning means that a lot of costs are invested before the results are obtained, such as traffic delivery, high pit fees and endorsements, which means that the representatives are very confident in themselves. After the epidemic, especially since the beginning of this year, it is basically a post-cost thinking. Everyone may not even be willing to pay a penny before seeing the sales, and the advertising revenue of the platform is greatly affected. " Lion bright explained.

Shi Mingliang believes that the main reason for this change is "expected deterioration", and the future uncertainty of the market, new policies and external factors may lead to sudden changes in the industry.

The expected deterioration has directly brought about the second change, and the supply chain and upstream enterprises have gained more attention, which is also the aforementioned R&D era. "Competition is intensifying, and enterprises have to differentiate themselves at the product end, which naturally extends to the source of the supply chain." Li Hewei said that another obvious change brought about by the intensification of traffic competition is that the competitive situation extends upstream, focusing on research and development and raw material production.

Shi Mingliang also mentioned that the integration of upstream and downstream is strengthening, changing the traditional marketing orientation, and now focusing more on R&D orientation or product strength orientation to enhance competitiveness. "In the past, factories may be owned by factories, brands by brands, and channels by channels. Now it may be the integration of factories, brands and channels, and brands with integrated production and marketing will be more competitive."

In the past few years, the development of brands has also brought prosperity to supply chain enterprises. Under the background of expected deterioration, supply chain enterprises have become more stable. Shi Mingliang believes that this also explains the transfer of capital to the upstream supply chain, the rapid development of the upstream supply chain, and more and more supply chain enterprises seek listing.

As an upstream supply chain enterprise of freeze-dried mask sub-brands, Weibo Haitai has cooperated with L ‘Oré al, Betaine, shanghai jahwa, Yiyi Herbal Medicine, Baiqueling and other brands. Li Hewei has positioned Weibo Haitai as a technology-driven raw material company, and as the company behind the brand, it has also begun to enter the public’s field of vision in recent years.

The third change is that in 2022, the make-up market showed an obvious downward trend, consumers paid more attention to skin care, and cosmetics as a whole bid farewell to high growth, but the sub-sectors ushered in rapid development.

According to the data of cosmetics retail sales of National Bureau of Statistics, in 2021, the total retail sales of cosmetics in China was 402.6 billion yuan, an increase of 18.41% over the previous year, which was the largest increase in the total retail sales of cosmetics in China in the past eight years. However, according to the latest main data of the total retail sales of social consumer goods in July 2022, the total retail sales of cosmetics from January to July was 216.1 billion yuan, down 2.1% year-on-year.

Source: National Bureau of Statistics.

In fact, since the beginning of this year, the total retail sales of cosmetics has shown an obvious downward trend. From February to June, the monthly retail sales of cosmetics increased by 1.8%, -3.6%, -5.2% and -2.5% respectively, which is far from the high double-digit growth in previous years.

In the first half of this year, Mintel conducted a survey of nearly 3,000 consumers in four first-tier cities in the north, Guangzhou and Shenzhen. According to the observation of consumers in Mintel’s report "The Impact of COVID-19 Epidemic on Consumers in China-May 2022", consumers are more inclined to buy necessities such as food and basic home care products, which are more important than beauty and personal care products.

Make-up products are no longer the primary consideration in difficult times. Consumers may downgrade to cheaper products and lower the priority of non-necessities. Consumers will choose to use up their previous stocks or even stop buying. "There is a very interesting data in our survey. Only 26% of consumers said that even wearing masks, the steps of makeup are still the same as before the epidemic, and wearing masks still has a great impact on everyone’s overall makeup." Jin Yaoting, a senior analyst at Intemin, said.

According to Mintel data, the makeup market in China is subdivided by face, lips, eyes and nails. Compared with 2021, the total sales and growth rate in 2022 have declined to varying degrees.

The epidemic has caused a local shrinkage in the cosmetics market. Liu Qianfei said that consumers’ consumption habits have changed and impulse purchases have decreased, but not all categories are declining, but structural changes have taken place.

Shi Mingliang also expressed the same view. He said that the pressure on mass cosmetics is very serious this year, especially the decline of cosmetics is obvious, but there are also new opportunities for growth, that is, the growth of segmentation areas. Focus on, functional skin care, Light medical cosmetology, children’s maternal and child skin care, men’s beauty cosmetics and other sub-sectors have increased significantly.

According to IT Orange, the number of investment events in the cosmetics industry in the domestic primary market from 2018 to 2021 was 37, 38, 70 and 113 respectively, and the number only increased, but from the beginning of 2022 to the end of August, the number of investment events in the cosmetics industry was only 17. Among these 17 investment events, production, supply, research and development, skin care and men are the key words of the enterprises that have been invested.

At the same time, as the executive director of China Flavor Cosmetics Association, Li Hewei is also concerned that in recent years, policies such as "Standards for Quality Management of Cosmetics Production", "Measures for Supervision and Management of Cosmetics Production and Operation" and "Regulations on Supervision and Management of Cosmetics" have been intensively promulgated, and the requirements for enterprise compliance are also improving.

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Take you to know the history of beauty and makeup development in China and enter the world of beauty.

Press:The new generation pays more attention to new concepts such as "functional beauty" and "pure makeup".

"The clouds want clothes, flowers, and capacity, and the spring breeze blows the threshold to show off China." Beauty has always been ever-changing, and people have different standards and needs for beauty in different periods.

From "Yanzhi" 3,000 years ago to 2023, China has gone through the 3,000-year beauty history of Haohao Tangtang. Ancient facial makeup was generally suitable for women, and it was especially popular from the Shang and Zhou Dynasties to the Sui, Tang and Five Dynasties. People pounded the red orchid leaves in Yan’s land into juice and condensed it into fat makeup, which was called "Yanzhi", which was later rouge. The powder was called "Fu Powder" and the thrush was called "Daihei". The aesthetic habits of different periods in the past dynasties made the types of face makeup colorful, such as white makeup in Han Dynasty, oblique red makeup in Wei Dynasty, gorgeous peach blossom makeup in Tang Dynasty, drunken makeup, simple and elegant thin makeup in Song Dynasty, etc.

The earliest cosmetics was Guangshenghang, which was founded in Hong Kong in 1905. It mainly produced "Shuangmei" toilet water and vanishing cream, only 10 years later than "Ponzi’s vanishing cream" which came out in 1895. At that time, only a few big cities in China produced cosmetics, and the quantity was also small.

Image source: official website, shanghai jahwa

During the 1920s and 1940s, elegant and beautiful oriental makeup became popular. The makeup features in the 1930s are somewhat the same as those in the 20s, with white as the base, while the rest of the makeup focuses on circles, round faces, round blushes, half-moon eyebrows, round lips, and curved facial lines. In the early 1940s, due to the difficulties in material life at that time, the whole social atmosphere tended to be natural and simple, the popular characteristics were universal but not obvious, and makeup was also in line with nature.

In a word, the beauty of the 1940s can be said to be a kind of introverted sexiness. Characterized by soft and curved eyebrows. The balsam and vanishing cream used by Chinese people in this period were the two most used cosmetics at that time, and vanishing cream may be familiar to the older generation. This cosmetic, called vanishing cream, is a non-greasy skin care cosmetic. It disappears immediately after being applied to the skin, and it is named after snowflakes. However, vanishing cream is not a brand of cosmetics, but a general term for skin care cosmetics.

At that time, the most popular cosmetic brand was Baique Ling, which was the representative of balsam and the preferred skin care product for celebrities and nobles. At the same time, it is also a skin care luxury that has influenced generations. In addition, there are Friendship, Hongmei and Ya Shuang, which, according to the present words, were hot brands of vanishing cream at that time, and they were very popular at that time.

Image source: Baique Ling official Weibo

From 1950s to 1970s and 1950s, western makeup was highly sought after, with Monroe as a model of feminine charm. As a whole, facial makeup in this period was mainly characterized by the wisdom style with distinct facial features, and the colors were mainly blue, green and brown. The eyeliner rises above the end of the eye. In the 1960 s, when material resources became increasingly abundant, a new generation of young people grew up. Fashion is bolder, ladies’ skirts are shorter, and miniskirts and neutral clothes are sought after by young people. In makeup, thick eyeliner has become a very popular trend, making eyes look bigger and brighter. This decade has also spread false eyelashes to all parts of the world. Soon, many people began to use long false eyelashes and mascara, and the lower eyelashes began to become longer. With colored eye shadow, the lip color was also light at this time.

In the 1970s, more "natural ingredients" were added to cosmetics to meet people’s growing demand for beauty. Bronze began to be incorporated into makeup in large quantities, and pearl powder became popular, in order to make people look healthier and shine and highlight cheekbones. Twilight and cream eye shadow have become very popular trends, and transparent lip gloss has become the mainstream. At that time, the advertisements on TV didn’t know how many times to broadcast "Dabao" a day.

In addition, Procter & Gamble, which is the first representative of international cosmetic brands to enter the China market, has touched the hearts of many young people with OLAY Olay. In this era, people pursue fashion and pay considerable attention to their appearance beauty. Coupled with the continuous improvement of material living standards, people’s requirements for cosmetics are getting higher and higher. Therefore, Dabao’s cosmetics were all the rage at that time, and Olay was not inferior.

80-90 years, 80 years is an era of color, popular hair and makeup are exaggerated. With the return of disco music and the rapid development of economy, women began to make a fuss about eye makeup. Singers such as Madonna, who was all the rage at that time, led the trend, and blue, purple and pink eye shadows were overlaid to obtain a rainbow-like effect. Colored mascara and bright and bold lips were very popular in this decade, and the first anti-aging skin care products appeared in the late 1980s. During this period, Meijiajing and Xiafei were well-known cosmetics brands.

The 1990s seemed to be a counterattack against the fashion excess in the 1980s, and makeup began to return to minimalism. At that time, classic Hong Kong and Taiwan stars such as Brigitte Lin, Joey Wong, Maggie Cheung, Athena Chu, and other great beauties’ makeup was very simple, and they returned to health and nature without heavy makeup, which was very in line with the oriental aesthetics.

In the 21st century, with the emergence of new things, makeup has a higher level of leap and development. At this time, the makeup becomes more feminine, women’s eyebrows become thinner, the eyebrow arch becomes clearer, and it is matched with shiny lip gloss. Thick, feathered eyelashes are popular again, and various mascara and eyelash care products enter the market.

Image source: the idea of the worm

2021 is also an era of skin rejuvenation and nude makeup. Due to environmental factors, the frequency of going out is decreasing, and more and more time is spent at home. Wearing masks has become a daily life, but in contrast, people began to look for patterns in other places, for example, the demand for eye makeup products and nail art has become increasingly strong.

Nowadays, with the rise of the "Z" era, their understanding of makeup, as well as the diversification and deep-seated needs of makeup are constantly changing. The new generation pays more attention to new concepts such as "functional beauty" and "pure makeup", and pays more attention to factors such as safety, health, ingredients and interest in choosing cosmetics.

Image source: the idea of the worm

For the generation of young people who grew up in China’s rapid economic development and digital development, they are independent, willing to try new things and have a global vision and a sense of social responsibility. They are more willing to find their place in traditional culture and consciously choose domestic brands. Such as the perfect diary of popular brands, Hua Xizi, and popular national beauty cosmetics such as Mao Geping and Hua Zhiming. Perfect Diary defines the brand slogan as "beauty has no limit", and advocates that the younger generation should not be bound by external labels, strive to break through themselves, actively explore the infinite possibilities of life and make themselves better. It embodies the young people’s exploration, remolding and expression of beauty.

With the steady development of China’s economy and the rapid improvement of the cultural self-confidence of the new generation of consumers, the brand influence of China is expanding, and the domestic beauty brands will rise by the "national tide" and will be favored by more and more consumers.