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The 10 low-key famous mountains that must be visited in a lifetime are as beautiful as the three mountains and five mountains, and are more beautiful than the famous mountains of Buddhism and Taoism.

China has vast territory and abundant resources.It has a vast territory and magnificent natural scenery, especially the famous mountains and rivers. When it comes to famous mountains, people are most familiar with Sanshan (Huangshan, Lushan and Yandang) and Wuyue (Taishan, Hengshan, Huashan and Hengshan).?, Songshan), five famous Buddhist mountains (Wutai Mountain, Emei Mountain, Putuo Mountain, Jiuhua Mountain and Fanjing Mountain) and four famous Taoist mountains (Wudang Mountain, Qiyun Mountain, Qingcheng Mountain and Longhu Mountain), in fact,Across China,In addition to these well-known famous mountains,There are also some spectacular and shocking mountains, which are not inferior to any of the famous mountains mentioned above, and because they are not so famous, there will not be so many tourists, and even some.Raised in the boudoir, no one knows. Today Xiaobian will take you to see these styles that are not famous mountains but better than famous mountains.

I. Tianzhu Mountain

Tianzhu Mountain is also known as the "source mountain" in Anhui.Its main peak is 1488.8 meters above sea level, such as "a pillar in the sky", which lives deep above the ridge. The solitary peak is protruding, the stone bones are rugged, and it goes straight to the sky, which is very extraordinary, so it is named Tianzhu Mountain. At that time, Tianzhu Mountain in West Zhou Wuwang was named Anhui, so Tianzhu Mountain was also called Anhui Mountain, and the abbreviation of Anhui Province came from it, and it has been used for more than two thousand years. tianzhu mountainKnown for its "secluded caves and strange rocks","Tianzhu Mountain Records" says that "peaks are all strange, stones are all strange, caves are all awkward, and springs are all roaring", which shows the beauty of its natural scenery.

Tianzhu Mountain is beautiful, fantastic and full of fun. You can climb to the top of the mountain to enjoy Tianzhu Peak, walk the breathtaking Qinglong Back, or go to the dangerous ancient village and the mysterious valley to find out.

The sea of clouds in Tianzhu Mountain is also a beautiful scenery. It is misty and full of the feeling of fairyland, with rugged rocks. It is a hot summer below the mountain, but there are bursts of cool breeze on Tianzhu Peak. In Tianzhu Mountain, you can not only escape the summer but also appreciate the infinite charm of nature. It is known as "the first mountain in Jianghuai".

Address:Qianshan County, Anqing City, Anhui Province

Admission: 145 yuan (including two-way scenic bus, Ctrip)

Second, Sanqingshan

Sanqingshan Mountain is named after the three peaks of Yujing, Yuxu and Yuhua, which stand tall and straight, and look like the three deities of Taoist Jade Qing, Shangqing and Taiqing sitting on the top of the mountain.

Sanqingshan Mountain is a sacred place of Taoism for thousands of years, and it is the most beautiful mountain in Jiangxi Province. It is known as the first fairy mountain in the world. There are many peaks and peaks, beautiful peaks and steep cliffs. Many grotesque rocks are more strange, richer and denser than Huangshan Mountain. The three stones, the Python, the Oriental Goddess and the Fairy, are the most beautiful, lifelike and amazing.

The clouds here are more beautiful than Huangshan Mountain, and the clouds are entangled among the peaks and forests. They are elegant and gentle in various ways, especially in the west coast scenic spot, where the peaks turn around, every step is a surprise, and every turn is a different world. Everyone who has been to Sanqingshan Mountain will be intoxicated by its beauty.

The strange pines in Sanqingshan Mountain can also be compared with Huangshan Mountain. On the cliff, there are many strange pines with beautiful shapes, which are intertwined, tough and tall, or weird, showing the sage like style and charm.

Address: Yushan County, Shangrao City, Jiangxi Province
Admission: 245 yuan (including tickets and ropeway tickets)

Third, Wugong Mountain

Since the Han and Jin Dynasties, Wugong Mountain has been chosen as a paradise for self-cultivation by Taoism and Buddhism. In the Ming Dynasty, the incense of Wugong Mountain reached its peak, and there were more than 100 temples in an tang on the whole mountain.

Wugong Mountain has magnificent alpine waterfalls, strange rock Gu Song, charming alpine meadows and spectacular sunrise in the sea of clouds. The scenery is magnificent and wonderful, and the natural landscape is unique among the famous mountains in China.

Jinding is 1918 meters above sea level, also known as Baihefeng. Its summit is flat and the summer climate is cool. It is a good place to watch the sunrise and enjoy the sea of clouds. Whenever the sunrise bursts out and shines on the top of the mountain, a large meadow is covered with a golden luster, showing unparalleled and shocking beauty.

The alpine meadow of Wugong Mountain is the most beautiful place in Wugong Mountain, and its area is unique among the famous mountains of the same latitude in the world. The 100,000-mu meadow stretches for more than 20 kilometers from the cloud boundary to the Jinding peak, just like the grassland in the clouds, which is green in spring and summer, and golden in autumn, just like a fairyland on earth. The alpine meadow of Wugong Mountain is well-known in the outdoor hiking field in China. It is a natural tent camp. When camping on the mountain, you can watch the sunrise in the morning and the stars at night, which is a rare experience in life.

Address: Luxi County, Pingxiang City, Jiangxi Province

Admission: 70 yuan, 65 yuan on the ropeway and 50 yuan on the next.

Fourth, Laojunshan

Laojun Mountain, formerly known as Jingshi Mountain, is the main peak of the 800-mile Funiu Mountain Range. During the Spring and Autumn Period, Laozi, the ancestor of Taoism, rode a green ox and came here to practice in seclusion, making it the birthplace of Taoism and the home of his ancestors. In 637, Emperor Taizong rebuilt the laojunmiao on the iron roof of Jingshi Mountain and named it "Laojun Mountain", hence the name Laojun Mountain, the longest mountain in Taoism with a human history of more than 2,000 years.

As a world geological park, Laojun Mountain has steep mountains, unique "slippage peak forest" landform, spectacular stone forest landscape groups, such as knives and axes, jagged teeth, majestic and spectacular, and the wonders of nature are shocking.

The Taoist temple of Jinding in Laojun Mountain was built on the precipice, all in the style of royal palace architecture in Ming and Qing Dynasties. It is majestic, majestic and commanding, overlooking all beings, forming a beautiful picture of "harmony between man and nature", which is the most beautiful and shocking landscape in Laojun Mountain.

When the sea of clouds appeared, the clouds of Laojun Mountain covered thousands of miles, and the fog locked the peaks, which made it feel like a fairyland.

Another famous landscape of Laojun Mountain is the snow scene. After the heavy snow, Laojun Mountain is as beautiful and moving as an oil painting thousands of miles away.

Address: Luanchuan County, Luoyang City

Tickets: 100 yuan (Ctrip)

V. Yuntai Mountain

Yuntai Mountain belongs to the most beautiful section of South Taihang Mountain. It has unique geological landscape and rich geological relics. It has been named "Yuntai landform" by geological experts, and it is said that "Taihang Mountain is the most beautiful in Yuntai". It is the first batch of world geological parks in the world.

Yuntai Mountain is different from the arid canyon landform of the Loess Plateau in the West Taihang Mountain. There are dense virgin forests, deep valleys and ponds, various waterfalls and flowing springs, strange peaks and rocks, and unique and beautiful natural landscapes, especially Hongshi Gorge, Tanpu Gorge and Quanpu Gorge.

Hongshixia, a precipice of red rocks, is exquisite and graceful, which perfectly combines the masculinity of the canyon with the softness and quietness of Xiushui. It is a rare Danxia landform landscape in northern China, and is known as the "first scene in the Central Plains" and the wonder gorge in the world.

Yuntai Waterfall, with a drop of 314 meters, is one of the largest waterfalls found in China, at the end of the spring waterfall gorge in the scenic spot.

Cornus Peak, the highest peak in Yuntai Mountain, is famous all over the world because the great poet Wang Wei in the Tang Dynasty wrote a poem entitled "Being a stranger in a foreign land, I miss my family twice during the festive season".

Address: Xiuwu County, Jiaozuo City, Henan Province
Admission: 180 yuan (including two-way scenic spot bus, Ctrip)

Sixth, Mingyue Mountain

Mingyue Mountain is composed of more than a dozen peaks, such as Taiping Mountain, Yujingshan Mountain, Laoshan Mountain and Yangshan Mountain. The main peak, Taiping Mountain and Sea, is 1736 meters high. Because the whole mountain is semicircular, just like a half moon, it is called Mingyue Mountain.

Here, there are strange peaks and dangerous valleys, misty clouds, hot springs and waterfalls, bamboo seas and fresh air, which are pleasing to the eye and unforgettable. It is also the birthplace of Luyang Sect, one of the five major sects of Zen Buddhism in China.

Qingyun plank road is located at the top of Mingyue Mountain, which is shrouded in mist all the year round.Unique scenery,Walking above, there is a smooth progress.Wonderland, Hence the name Qingyun plank road.

Yungu Waterfall, like a dragon, splashed down from the cliff, and after five steps, the drop reached 120 meters.

Address: Wentang Town, Yichun City, Jiangxi Province

Tickets: 90 yuan (Ctrip)

Seven, the sheeplion curtain

Sheep and lion worship is the sister peak of Jinding in Wugong Mountain, a famous mountain in Jiangxi Province. Wugong Mountain is famous in China, but few people know about it.It is a very low-key famous mountain.

Yang Wanli, one of the four masters in the Southern Song Dynasty, once traveled to the sheep and lion worship and wrote poems praising the beautiful scenery of this mountain, so later generations also called the sheep and lion worship "Yang Simu". Although this mountain is unknown, it has beautiful scenery. The local people say that martial arts are wonderful, and the scenery is all admired by sheep and lions.

The Yangshi Curtain is dominated by granite peaks and forests, with strange peaks and rocks, ancient trees and famous flowers, flowing springs and waterfalls, which are various and magnificent.

The Tianzi Peak, the main peak of Sheep and Lions Mu, is 1674 meters above sea level, also known as "stalagmite through the clouds". It stands majestic like mushrooms after rain, which is one of the most spectacular scenery of Sheep and Lions Mu. The plank road built by sheep and lions around Tianzi Peak is like an elegant dragon winding around the mountain stream. There is also a small mountain train leading to sheep and lions at the top of the bright moon, which passes through the mountains and has a unique flavor.

Address: the junction of Luxi County, Pingxiang City, Jiangxi Province and Taishan and Zhangzhuang Township, Anfu County.

Admission: 228 yuan (including ropeway tickets and Ctrip)

Eight, Mangshan Mountain

Mangshan Mountain is the best preserved virgin forest in the same latitude of the earth, and it is also the largest forest park in Hunan, which is known as the second "Zhangjiajie" and "Little Huangshan" in Hunan.

There are more than 150 peaks over 1000 meters in Mangshan, and the unique cliffs, strange rocks and watery skylight have created the magnificent and beautiful landscape of Mangshan. haveWuzhifeng,There are many scenic spots such as Guizi Village, Yazishi Village and Monkey King Village, especiallyWuzhifeng scenic spot is the most beautiful, here.Cliffs are like swords,Strange pines and grotesque rocks abound, with towering peaks, misty clouds floating and glowing sunlight, drawing a magnificent picture.

Mangshan Mountain is above 1000 meters above sea level, with high mountains and dense forests, and superior mountain forest climate conditions. The average temperature here is only 20℃ in July. In midsummer, the heat in South China is unbearable, but Mangshan Mountain is a natural summer resort without summer in Changchun.

Address: Yizhang County, Chenzhou City, Hunan Province

Tickets: 80 yuan (Ctrip)

Nine, Taimu Mountain

Taimu Mountain is located in fuding city on the border of Fujian and Zhejiang. According to legend, in Yao Dynasty, my mother planted orchids in the mountains, and when she met Taoist priests, she became immortal. Therefore, it was named "Taimu" and later renamed "Taimu". It is a scenic tourist attraction featuring granite peaks and forests and integrating mountains, seas, Sichuan, islands and human landscapes, and is known as the "fairy capital on the sea".

Taimu Mountain faces the sea on three sides and the mountain on the other.The mountains and seas depend on each other, proudly show off their shores, and the peaks and ridges are stacked, with grotesque rocks and different scenery, which perfectly interprets the reputation of mountains and seas as a grand view and a fairy capital on the sea.

taimu mountainsTowering and beautiful, strange rocks,It is famous for its "dangerous peaks, strange rocks, secluded caves and magical fog". The most amazing thing is the "secluded cave", especially the "Tongtian cave". When you look at it, you will flinch and walk in. There is a place called Jiuli Lake in Taimu Mountain, which is a natural round stone lake. The lake is inexhaustible all year round, green and green, and the lake is surrounded by lush trees, beautiful rocks, steep waterfalls and natural beauty.

Address: fuding city, Ningde.

Admission: 138 yuan (including two-way scenic bus, Ctrip)

Ten, Siguniang Mountain

Siguniang Mountain consists of four continuous peaks: Dafeng, Erfeng, Sanfeng and Momei Peak. Momei Peak is the main peak, with an altitude of 6,250 meters. The peak is snowy all year round, and it is as high as a cloud, second only to Gongga Mountain in king of the hill, Sichuan. It is the most beautiful of the four peaks and one of the most beautiful snow-capped mountains in China.

Siguniang Mountain Scenic Area consists of four snow peaks and three gullies, namely Shuangqiao Gully, changping valley Gully and Haizigou Gully, and tickets are sold separately for each ditch.Siguniang Mountain has steep mountain slopes and continuous peaks, forming the most typical snow-capped mountains, alpine lakes, mountain meadows and virgin forests in western Sichuan. It is a paradise beauty that can completely rival Switzerland’s scenery and is called the "Oriental Alps".

Siguniang Mountain is a large scenic spot, the most interesting place is Shuangqiaogou, the most challenging is changping valley, and the most affectionate is Haizigou.

With a total length of 34 kilometers and an elevation of 2,900 meters at the entrance, Shuangqiao Gully is the only scenic spot in Siguniang Mountain where the three gullies can connect to sightseeing bus all the way, and it is also the most relaxed and scenic spot.

Address: Xiaojin County, Aba Prefecture, Sichuan Province

Tickets: 150 yuan (including two-way scenic bus, Ctrip)

Welcome to pay attention to the monsoon in Muztag. Let’s see the world together.

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Common misconceptions in sports： if you don’t exercise for a long time, you will exercise hard when you have time.

Sudden large-scale and high-intensity exercise will make the body difficult to adapt, causing severe fatigue and soreness all over, and can also cause tendon and muscle strain, and even sudden death during exercise. The correct exercise method is to start with a small amount of exercise, a small range and simple movements, so that the body can have an adaptation process. After about half a month, gradually increase the amount of exercise and enhance the intensity of exercise, and the movements should be from easy to difficult, step by step. (via disease control science)

Source: Beijing 12320 is listening

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

Original content, those who carry it without authorization will be investigated!

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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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.

national business daily

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The beauty industry is shocking, with low cost and high marketing. It turns out that we are all capital leeks.

Recently, a picture of "Cost Distribution of 79 yuan Flower Xizi Eyebrow Pencil" has gone viral on the Internet.

The insider of the industry revealed in it is surprising.

The picture shows that,79 yuan’s Huaxizi Eyebrow Pencil was awarded as high as 63 yuan in Li Jiaqi, accounting for nearly 80%.

This makes people wonder why the anchor, as a lip-service salesman, draws such a high proportion.

You know, the percentage of ordinary cosmetics counters only accounts for about 5% of the total selling price, and the maximum is no more than 20%.

Back in March, 2019, Huaxizi Loose Powder became popular in the live broadcast room in Li Jiaqi.

In 2020, in the live broadcast room in Li Jiaqi, Hua Xizi appeared 71 times, with an average cooperation of 5.9 times per month.

With Li Jiaqi’s amazing ability to carry goods, Hua Xizi surpassed the perfect diary from the "618" promotion in 2020 and became the first seller of domestic cosmetics.

It can be said that Hua Xizi grew up by relying on Li Jiaqi. In order to maintain cooperation with Li Jiaqi, he can only increase the proportion of rebates.

In addition to Li Jiaqi, Hua Xizi also used a set."high rebate"In the mode of anchor with goods, more than 300 online celebrity bloggers were launched within 3 months.

In addition to cooperating with the anchor, Hua Xizi has a similar growth path to other cutting-edge domestic cosmetics brands, and also has a variety of marketing methods.

Please be endorsed by the first-line stars, put in elevator advertisements, plant grass in KOL, online celebrity, etc.

howeverHua Xizi, who started from marketing, has a low cost performance.

69 yuan’s eyebrow pencil in the official flagship store of Huaxizi,The refill is only 0.07 grams.

What is this concept? In other words, Hua Xizi’s eyebrow pencil averages 985.71 yuan per gram, which is equivalent to 1.5g of gold.

This is not selling eyebrow pencils, this is selling gold pens!

Lao Yang, who OEM eyebrow pencils for various brands, revealed that,An ordinary eyebrow pencil of 49-69 yuan on the market, the cost price is 4.3 yuan/piece.

In addition, except for a few domestic beauty brands with self-built factories, most enterprises choose to entrust OEM production.

The same foundry often produces products for multiple brands at the same time, so it is easy to produce products with different brands and different prices, but with the same quality.

It is understood that the manufacturer of Hua Xizi Eyebrow Pencil not only OEM for Hua Xizi, but also owns its own brand.

The price of two eyebrow pencils sold by the factory’s own brand is lower than that of Hua Xizi, and the price of one of them is 0.2g in 57 yuan.

According to the unit price of grams, the price of the factory’s own brand eyebrow pencil is three times cheaper than that of Huaxizi eyebrow pencil.

Normal people can choose which product is cost-effective with their toes.

But as the eyebrow pencil incident happened, a beauty blogger said:"If you only talk about the product itself, you can buy the same quality eyebrow pencil for 10 yuan, but if you don’t care about the quality and just want to spend the shell of Xizi eyebrow pencil, then 79 pieces are worth it."

In reality, there are also many people who are eager for the fancy appearance of the brand.

What can I buy for 799 yuan? You’ll never believe it.

Huaxizi gift box with gorgeous appearance can be called "straight man gift ceiling".

On major social platforms, Tucao received countless posts from her boyfriend’s Huaxizi gift box.

In the luxurious packaging similar to the moon cake box, only three lipsticks are filled, and the other boxes are all empty.

Things are average, and the price is not low. Which fairy is not angry when she receives this?

In addition to Hua Xizi, other domestic beauty cosmetics have made a lot of efforts in appearance.

For example, Yixian E-commerce, the parent company of Perfect Diary, and Fanmilin, who sponsored a variety show, applied for most of the patents related to design, and the patents for component research and development accounted for a relatively low proportion.

Some netizens said: "I won’t buy a cosmetic when it starts to emphasize how beautiful the packaging is."

The gaudy domestic beauty made on the outside can only fool boyfriends who don’t understand cosmetics, and exquisite pig girls would rather pay higher prices to buy foreign goods with higher quality in their hearts.

However, high-priced international beauty brands must represent good quality?

Please take a look at Netease Commercial’s published price composition chart that analyzes international big-name beauty and skin care products.

The price of perfume is 776.6 yuan, and its raw material cost is only 15.6 yuan, accounting for 2%; The tariff is as high as 257 yuan, accounting for 33%.

The advertising and promotion expenses of Lancome Essence Muscle Liquid are as high as 334.8 yuan, accounting for 31%; The cost of raw materials is 21.6 yuan, accounting for only 2%.

SK-II Fairy Water, which costs thousands of dollars, and Shiseido 730 yuan/15g eye cream, all cost less than 10 yuan.

This shows that,International big-name beauty and skin care products are expensive in advertising promotion fees and tariffs, and the cost of the products themselves is extremely low.

Why can the raw material cost of international brands be so low? It is because many of their products are also produced by domestic foundries.

For example, Kosmeishi, the first makeup factory in China, which works for many domestic brands, also cooperates with international brands such as Lancome, Shu Uemura and Maybelline.

In other words, many imported cosmetics you bought are actually Made in China. But after putting on the coat of an international brand, it was presented to the altar.

After all, consumers are willing to spend a lot of money to buy international beauty brands for it.Brand awareness and international brandsPay for this identity.

And the efficacy of international big-name products may not match its high-end image.

Previously, Zhihu netizens anonymously broke the news that Estee Lauder products used hormones.

This netizen’s original skin has never been allergic, and there is no need to worry about eating spicy acne.

After using Estee Lauder’s products, her face always itches, and she also has red pimples that can’t be eliminated.

In addition to the quality of the products themselves can not be guaranteed, some international brands also make false advertisements in order to increase sales.

Just at the end of last month, Watsons was fined 80,000 yuan by the Market Supervision Administration for publishing a false advertisement that moisturizing aquatic products contained "whitening" and other effects.

So you see, international brands are not as perfect as we thought, and there may be deeper inside information in places you don’t know.

Domestic beauty cosmetics want to crack the big-name worship of consumers and seize the market quickly, not by overwhelming marketing means.But listen to the real needs of consumers, improve the quality of products and lower the price.

In this respect, other categories of domestic brands provide a good reference.

With the continuous fermentation of Li Jiaqi’s live rollover event, "a flower falls and everything comes to life", many domestic brands have taken advantage of the situation to come to the table.

Among them, the most representative is the old-fashioned daily chemical brand "Bee Flower" founded in 1985.

On the night of Li Jiaqi’s rollover, the live broadcast room of Bee Flower flooded into ten thousand people, and was teased by netizens: "This is the most unpretentious business war".

The official account of Bee Flower in Tik Tok has also increased by 569,000 in one day. Some people say that all the fans lost in Li Jiaqi have been picked up by Bee Flower.

Compared with picking up fans, Fenghua is better at picking up boxes.

Before, some netizens placed an order for bee flowers, but I didn’t expect the courier box I received was not a bee flower.

The bee flower responded that the box was too expensive and had to pick up the unwanted box thrown away by other families.

When some netizens commented that the packaging of bee flowers was "cheap", it replied "I am already very cheap".

Not long ago, when actress lareina was caught in a tax evasion scandal, Bee Flower released a video in Tik Tok saying, "If I don’t have the money to invite a spokesperson, I won’t collapse."

Why are the bees that have been selling badly so poor that they have no money to buy boxes, change packaging and invite spokespersons?

Because it is to reduce their own profits to provide you with cost-effective products.

"The price increase is only 2 yuan in 10 years"

"It has been established for 36 years without any punishment record"

"The only funds are used to research the breakthrough and upgrade of products."

……

It is this business strategy that is considered for consumers everywhere, which makes bee flowers win the hearts of consumers.

According to the chairman of Bee Flower, the gross profit margin of Bee Flower is only 15%, which is far lower than 40% of international brands.

In his view, instead of spending a lot of money on advertising, it is better to win by product quality and give profits to consumers.

Until now, bee flower is still implementing this strategy.

And Fenghua is just the epitome of many high-quality domestic brands.

For example, Hongxing Erke, an old shoe company that donated money to Henan, and Baixiang instant noodles, which have always insisted on hiring employees with disabilities, have all caught this "splash of wealth" and once again glow in the second spring.

Compared with the beauty brands who spend money on marketing, these domestic brands only use high-quality products to stand at the core of the brand.

Without the guarantee of high quality and reasonable price of products, no matter how gorgeous packaging and fancy marketing are, what is built is just a castle in the air that may collapse at any time.

Obviously, Hua Xizi did not see this clearly.

This time, it is inevitable that Huaxizi will follow Li Jiaqi’s word-of-mouth rollover.

First of all, Hua Xizi, who relies heavily on the anchor, needs to bear the negative impact of the anchor’s personal mistakes on the brand.

Secondly, the business strategy of focusing on R&D and marketing has left a flashy impression on consumers.

In addition, in the apology statement, I have always stressed that I am a domestic product, but the product has not achieved the same high cost performance as other domestic products.

For domestic products that have national feelings and are really considered for consumers, the masses will support them sincerely and with real money.

But for those brands that make money under the banner of domestic products, no one wants to be kidnapped by morality and become the leek of capital.

With the maturity of the concept of national consumption, the people’s fascination with foreign beauty brands has gradually dispersed.

If domestic beauty cosmetics want to seize the market, they still have to rely on excellent products and innovation that keeps pace with the times while "marketing opens the way".

Believe that even if there is no anchor shouting "buy it, buy it", there are still people who are willing to pay for the truly good quality products.

No one likes routines, and sincerity is always king.

Author of this article | Zhang Mo Yi
Editor in charge | faint Cui
Planning | Blue Orange

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