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Stay away from the "swimming shoulder" Four postures make swimming more enjoyable

Recently, high temperature warnings have been issued in many places. The heat is unbearable, and many people choose swimming, which can not only cool down and exercise, but also lose weight, burn fat and shape their bodies. However, improper swimming posture can also cause harm to the body. Wang Jing, director of the Department of Bone and Joint and Sports Medicine of Hunan Provincial People’s Hospital, reminded netizens to be careful about "swimming shoulders".

What is a "swimming shoulder"?

Swimming is a sport that uses the shoulder joint the most frequently. "Swimming shoulder" is mainly caused by the frequent movements of the shoulder joint over the head when swimming, which leads to the collision between the subacromial coracoacromial ligament and the greater tubercle or rotator cuff tendon, resulting in subacromial bursitis and rotator cuff tendinitis, and the shoulder pain is induced.

In addition, when swimming, the upper arm needs to fully rotate and abduct, and the upper arm repeatedly exerts its strength. At the same time, due to the resistance of water, it exerts great pressure on the shoulder, and excessive exercise will lead to tendon injury of the shoulder joint.

What are the symptoms of "swimming shoulder"?

The clinical symptoms of "swimming shoulder" mainly include shoulder pain, including rest pain, exercise pain, nocturnal pain and movement disorder.

Specifically, acute injury is characterized by severe pain in the shoulder and decreased abduction ability of the shoulder; In chronic injury, the shoulder is dull and painful, while in abduction, the abduction is limited. In the early stage, it is often manifested as shoulder pain at rest or at night, decreased activity, weakened strength, etc., and symptoms such as persistent pain and frozen shoulders will appear in the later stage.

Which strokes are prone to "swimming shoulder"?

Compared with other strokes, people in freestyle, butterfly and backstroke are more likely to suffer from "swimming shoulder". Because the shoulder joint frequently moves above the head, the ligament under the acromion, the greater tubercle of humerus and the rotator cuff tendon repeatedly hit, resulting in local injury of the shoulder joint.

For example, in freestyle, the internal rotators such as pectoralis major and latissimus dorsi are often used in the "pull" stage, while the external rotators such as deltoid and infraspinatus are often used in the "recovery" stage. Generally speaking, the external rotator is weak and easily injured. However, the basic posture of breaststroke determines that its shoulder movement range is small, so it will be relatively better.

It should be noted that no matter what kind of swimming stroke, if the swimming action is not standardized, uncoordinated or too long, lack of sufficient warm-up and excessive exercise intensity, the shoulders will be in an excessive state of exercise.

How to prevent "swimming shoulder"?

First, the preparation activities should be sufficient. Warm up well before swimming, such as bending your head forward, leaning back and rotating your back from side to side for more than 10~15 times to move your neck; Shoulder shrug, arm circle drawing and chest expansion exercise 10~15 times each to move shoulders and chest; Stretch your legs, bend over, touch your toes with your hands, bend your knees, bend your hips and squat, and stand up alternately for 10 to 15 times to move your knees;

The second is to pay attention to maintaining the correct posture. The body is in a flat floating state, relaxed and stretched, the coordination of hand and foot movements is in place, and the swimming speed is balanced. It is not advisable to be too fast or too fierce;

The third is to control the swimming time reasonably. Each swimming time should not be too long, and it is recommended not to exceed 1 hour;

Fourth, relax properly after swimming. By stretching muscle ligaments, regulating breathing and supplementing nutrition, the body can recover better.

Remind that once you have shoulder discomfort, you should stop swimming. After 1-2 weeks of rest, the pain is still not relieved, so you need to seek medical advice in time.

How to treat "swimming shoulder"

It is recommended to stop all pain-inducing activities or training. At present, effective treatments include: using anti-inflammatory and analgesic drugs (oral, topical or local injection), ice compress, acupuncture exercise therapy, physical therapy and rehabilitation exercise.

If the above conservative treatment fails or rotator cuff tears occur, surgical repair should be performed as soon as possible.

Editor: Geng Jieyu

Independent games, showing different scenery

Independent games, showing different scenery

—— The Curriculum Reform of Preschool Education in xinghua city, Taizhou, Jiangsu Province

One by one, the children boarded the "platform", simulated divers, jumped from the "springboard" and cheered and enjoyed the challenge. After landing, they bounced off the cushion, wiped the sweat from their foreheads, and scrambled to board the platform with a smile …

This is a video of outdoor games in Zhaoyang Central Kindergarten, xinghua city, Taizhou, Jiangsu. As the experimental area of "Anji Game Promotion Plan" of the Ministry of Education, in recent years, xinghua city has actively implemented the national preschool education reform policy. Under the guidance of "Guide to Learning and Development of Children Aged 3-6" and "Guide to Evaluation of Kindergarten Conservation Education Quality", Anji Game and Jiangsu Curriculum Gamification Project have been integrated and implemented, which has comprehensively promoted the curriculum reform of preschool education and greatly improved the quality of preschool education.

Children in the central kindergarten of Dainan Town, xinghua city are playing a slide game on the hillside. Photo by Ji Ling

Back and Wait: Seeing Different Children

The "platform jumping" in the video consists of two Anji boxes, a ladder and a long board. The protagonist in the game is Shun Shun, a big boy.

An outdoor game in November, 2022, I like to climb the challenge smoothly, and I think it is too easy to climb the Anji box, so I decided to build two boxes. He called his companion Xiaojun, but the box was so tall and heavy that it was really impossible to build it.

Liu Xiaoqin, a teacher in Shunshun’s class, said, "In the past, as an observer and supporter of children’s games, I would’ can’t help’ helping them solve the problems in the game. The "Guidelines for the Quality Assessment of Kindergarten Conservation Education" puts forward the requirement of’ not rushing to intervene or interfere with children’s activities’. Faced with this scene, I chose to stand back and wait, leaving children with more opportunities for trial and error, exploration and reflection. "

In the subsequent "game story" characterization and "one-on-one listening record", Liu Xiaoqin learned about Shunshun’s troubles, and asked Shunshun to introduce his plans and difficulties in the collective sharing session, which aroused the interest of the children in the class, and they made suggestions and offered suggestions one after another.

The next day, Shunshun called his friends and found boards to put on the bottom box, forming a slope. Everyone joined forces to build the second box with the help of the slope. The high platform was put up, and the children had a whim, played new tricks, built a "springboard" and played "diving" …

"From the practice of building a base box to the representation record, and then to the platform change, in the independent game, children have achieved effective development in many fields such as health, language, society, science and art, and cultivated good learning quality and personality quality." Fan Henghua, a researcher at xinghua city Teacher Development Center, said, "Teachers have found different children in the process of retreating and waiting patiently, and realized that children are active and capable learners, which has reshaped their views on children and education."

It is a microcosm of curriculum reform in xinghua city that teachers stand back and wait to let children develop and grow in autonomous games.

The reporter learned that there are 94 kindergartens in xinghua city. Influenced by the unique topography, economy, population and other factors, preschool education in the city is scattered, started late and developed slowly. For a long time, there have been some problems: the renewal of teachers’ ideas and the lag of professional development; Kindergarten curriculum relies too much on teachers’ books and ignores children’s dominant position; Children in kindergarten environment have insufficient vision and are not suitable; The development between urban and rural areas, regions and gardens is unbalanced.

In order to promote children’s all-round development and happy growth, xinghua city Education Bureau thoroughly implemented the two Guides and deepened the reform of preschool education. In 2020, it successfully applied for the project of promoting curriculum gamification in Jiangsu Province, and in 2021, it became the experimental area of "Anji Game Promotion Plan" of the Ministry of Education, which accelerated the pace of promoting kindergarten curriculum reform in the region.

Children in the central kindergarten of Zhuhong Town, xinghua city play punting games with foam floating boards and PVC pipes. Wang weishe

Listening and observing: approaching real children

"Unexpectedly, in just a few months, the children in our class have become talkative and lively." Fan Jianqin, a kindergarten teacher in xinghua city, said.

Fan Jianqin’s class is Class 2. In her impression, in the past, kindergarten was mainly based on collective teaching activities, and children’s imagination and creativity were limited by the teacher’s perspective and the operation of high-structure game materials. Some children are quiet in the class group, but they are considered as symbols of obedience and understanding, and their real voices are not fully heard. With the deepening of curriculum reform, these children are awakened and discovered in the "one-on-one listening record" of teachers, and they become willing to express themselves and get personalized development.

In the process of curriculum reform, seeing children, understanding children, respecting children and believing in children are important prerequisites for effectively carrying out educational activities and supporting children’s meaningful learning, and are also the key and difficult points for improving teachers’ professional level. In practice, Xinghua preschool teachers find that observation, listening and dialogue are important ways for teachers to know children, especially "one-on-one listening record", which is easy to operate and has obvious effects, and is a "fast track" for teachers to know children and build a good relationship between teachers and children.

According to the actual situation of teachers, xinghua city Education Bureau puts forward three requirements for kindergartens in the city: First, from the level of curriculum implementation, we should give free support to children’s independent games, and thoroughly implement the "game story" representation, one-on-one listening and recording, collective sharing and other links to help teachers understand children’s thinking, experience and needs face to face in listening and dialogue, and approach real children. Second, from the teaching and research level, teachers are required to use mobile phones and other equipment to record children’s game activities, and then through various levels of teaching and research activities, the real game scenes of children are presented, and the interest, learning and development level behind children’s game behaviors are interpreted. Third, from the training level, through regional alliances, famous teacher studios and other platforms, we will promote the professional reading and training of principals and teachers, promote teachers to constantly update their concepts, and improve their theoretical level and professional ability to observe and interpret children’s behaviors.

At the same time, the preschool teachers and researchers of the Municipal Education Bureau went deep into kindergarten research and guidance to help kindergartens find, analyze and solve problems, carry out reflective practice, and promote the transformation of kindergartens in practice and reflection.

Xiao Yiyun, a kindergarten teacher in Dainan Town Center, said: "I began to learn to squat down and observe, sit down and listen, observe, listen and record every day, understand children’s real interests and needs, reflect on the development contained in children’s game behavior, interpret children’s game stories, and give further adjustment and support based on this."

Through study, practice, reflection and communication, teachers’ ideas are gradually clear, their understanding of children is deeper, and they respect, trust and follow children more sincerely.

Optimization and burden reduction: finding great children

Recently, a video of children playing outdoors in township kindergartens became popular on the Internet. In kindergartens with flowing bridges and reeds, children wear red life-saving vests, some paddle and paddle in the river, some swim and climb on banks, docks and bridges, and laughter fills the whole playground.

This video was taken by a parent of Zhuhong Town Central Kindergarten in xinghua city. In order to meet the children’s demand for games, the park has carefully built an outdoor activity venue with the characteristics of Xinghua water town, and built artificial canals with local wild interests and arch bridges, suspension bridges and single-plank bridges with different shapes. There are ecological planting areas of reeds, arrowheads, lotus roots, water chestnuts and water chestnuts, as well as sand ponds, mud ponds, gullies, sloping fields with different heights and flat land and passages with different materials …

"These can bring different experiences and feelings to children during the game, and stimulate children’s interest in continuous exploration." Director Shen Lei said.

Environment, materials and time are the basic conditions for children’s play. In order to solve the problem that the environment creation is not suitable enough and needs to be optimized urgently, xinghua city has increased the financial guarantee, set up pre-school education development guidance funds, and guided and supported old kindergartens to carry out suitable transformation of indoor and outdoor environment. After the transformation, the outdoor environment of kindergartens in the city is more natural and wild, the playground is more open, the game materials are less structured and challenging, and the optimization of the external environment gives children more room to release their nature and explore challenges.

Children in Zhaoyanghu Kindergarten in xinghua city are playing graffiti games. Photo by Lu Juan

"The children in the newly rebuilt sand in our kindergarten are so cute that I can’t write more recent stories." A teacher in an feng Central Kindergarten said with emotion.

Behind the repeated adjustment and updating of environment, materials and time are the in-depth thinking and exploration of managers and front-line teachers. Zhou Hua, deputy director of Dainan Town Central Kindergarten, said: "Every adjustment and optimization is the embodiment of the spirit of Anji Game and the process of teachers’ growth. We deeply understand that there is no end to curriculum reform. Only by taking children as the foundation, following and supporting children and creating a suitable and secure environment for them can children live happily and meaningfully. "

In fact, at the beginning of the implementation of "Anji Game", kindergartens encountered a lot of "distress" because of lack of understanding and understanding. For example, some kindergartens pay too much attention to the writing of observation notes, game cases and other copywriting, and value quantity over quality, which is regarded as a main indicator to assess teachers’ work performance; Some kindergartens ignore the actual situation such as teacher-child ratio and teacher’s proficiency in operation, and mechanically implement the daily requirement of "one-on-one listening record" … All these reasons lead to heavy workload and pressure for teachers, so they can’t let children play their own games and record their representations, listen to their children one-on-one attentively, and have no time for retrospective reflection.

In order to solve these "troubles", xinghua city Education Bureau starts from the root causes and takes many measures to reduce the burden on teachers. For example, resolutely cancel the teaching books used by children, minimize the collective activities preset by teachers, and replace the original lesson preparation notes with retrospective reflection records; According to the actual situation of kindergartens, the number of teachers’ "one-on-one listening records" per day should be weakened; Replace the original decorative environment with children’s real records and representations; Optimize and adjust weekly plans and monthly plans, and cancel mechanical duplication, numerous and unnecessary paperwork …

"Without the director’s letting go of the teacher, there would be no teacher’s letting go of the children." Teng Yan, deputy director of the Education Bureau of xinghua city, said with deep feelings, "In the initial stage of curriculum reform, only by effectively reducing the burden on teachers and slowing down the convergence slope can teachers have more time and energy to observe, listen, talk and reflect every day, so as to really and effectively approach children, find children and understand children."

"Xinghua’s preschool education has developed so fast, it is not worse than big cities at all. My child is in kindergarten with you! " In the autumn semester of 2022, a parent who brought his children from Beijing to his hometown and entered the park nearby said that the independent games implemented by the kindergarten made the children free and happy and reluctant to leave.

"Entering a new era and embarking on a new journey, Xinghua preschool education should continue to improve its connotation quality, stick to the position of children, take project construction and curriculum construction as the starting point, renew its concept, discover and develop children in open and diverse and spiritual educational activities, and push forward the’ education for young children’ to’ education for young children’." Gu Xiaobin, director of xinghua city Education Bureau, said. (Correspondent Cai Weihua Gu Risheng Our reporter Ji Xiujun)

short review

Reform does not need short theory, but real practice.

Xinghua city is located in the north of Taizhou, Jiangsu Province. As the experimental area of Anji Game Promotion Plan of the Ministry of Education, it also faces many questions in the early stage of reform: If the kindergarten curriculum reform is implemented, will teachers really not use books and teach collectively? With these questions, along the way, Xinghua preschool teachers continue to gain surprises and self-confidence, which makes people sigh their courage and courage to turn reform ideas into reality.

Reform should firmly grasp the policy direction and "national position." The choice of national education policy in different periods must have its background, and we should consider who to train, who to train and how to train people at this historical stage. Xinghua preschool teachers carry out the practical action of "children are capable self-learners", giving full play to children’s potential and initiative, which embodies the position of universal development of preschool education in China. This pattern and position are determined from the height of national education. At the same time, Xinghua preschool teachers take the initiative to find the common ground between Anji Games and Jiangsu Province’s curriculum gamification projects, and find the combination of curriculum reform ideas on the premise of "freedom, autonomy, pleasure and creation". The leader of xinghua city Education Bureau made a decisive decision: "If you have an argument, you can do it first! Without practice, you can’t see the development of children in the game, and adults have no right to speak. " This guiding measure ensures the implementation of the "children-oriented" game concept.

Reformers should have educational ideals and feelings. In Xinghua’s reform, we can see that the teacher-oriented "teaching material goal" and "high-control game" have gradually withdrawn from the stage and been replaced by "true" games that can give children the right to play. Behind this word "true", it is to "reduce the burden" for teachers and contains the educational pursuit of "getting rid of falsehood and seeking truth". In the face of a "game revolution", many "breaks" and "stands" are also innovations in many pre-school education concepts and elements. The courage of reformers comes from their persistence and persistence in educational ideals and beliefs. A group of reformers with educational feelings have gradually formed an internalization and understanding of the "game spirit" in more than two years’ practice, have a sense of responsibility for children’s development, and firmly believe that "the castle peak will not relax", constantly sum up experiences and lessons from setbacks and disputes, and usher in a brand-new realm of "a village with a bright future".

The reform has brought about changes in the "professional development ecosystem". The administration, teaching research and kindergarten teachers of xinghua city Education Bureau unite and cooperate with each other, complementing each other’s advantages, and jointly stay in the "game reform scene" to discuss "understanding children" and "discovering children"; Front-line teachers constantly change their views on children and education in game observation and one-on-one listening and dialogue, breaking the previous context of professional growth of teachers led by "experts". Facts have proved that the cooperative partnership based on "real" scene and solving "problems" has reshaped the teaching and research community, spawned practical wisdom and cracked the dilemma of separating educational theory from practice.

In the practice of Anji game education, Xinghua preschool teachers have initially found the way to improve the quality of education, but they should also be soberly aware that any reform can not be achieved overnight. Facing the practical problems such as unbalanced development between urban and rural areas, regions and gardens, and scattered distribution, how to embody fair, just and balanced development for all needs to be continuously explored and deepened.

(Author: Zhou Xin, a professor at the School of Preschool Education of Jiangsu Second Normal University)

Source: China Education News.

Can you really play badminton? Standard badminton basic action diagram

There are many badminton lovers, and people can be seen playing badminton downstairs in the community, in the leisure square, in the school gymnasium, etc. Even if you have never taken badminton lessons, you can learn the basic movements and play a few rounds just by watching.

However, it is not a long-term solution to play like this occasionally. After all, the incorrect playing posture only makes it difficult for you to improve your level, while the incorrect way of exerting force is easy to hurt your body.

Today, Xiaobian will share with you a textbook-like diagram of basic movements of badminton. Hurry up and collect your fingers and learn slowly! ! !

Badminton backhand net front hook diagonal

Badminton backhand net front hook diagonal

Badminton backhand pick

Badminton backhand pick

Badminton backhand high ball

Badminton backhand high ball

Badminton backhand high ball

Badminton backhand lob

Badminton backhand lob

Badminton backhand lob

Badminton backhand backhand passive backhand.

Badminton backhand backhand passive backhand.

Although swimming is good, attention should be paid to health problems!

With the coming of summer, more and more people choose swimming as a way of fitness exercise. However, swimming venues are public places, and there are many complex health influencing factors. If you don’t pay attention to hygiene, you are likely to get sick during swimming. Keep this swimming tips in the pool, and spend a healthy and happy summer via China’s disease control trends.

Source: Zhejiang Publishing

How is the domestic beauty explosion made?

Customers are trying on makeup at the Perfect Diary Guangzhou Zhengjia Store. Perfect diary for the picture

A joint lip balm jointly launched by shanghai jahwa’s Meijiajing and White Rabbit. Photo courtesy of Tmall

The perfect diary and the 16-color eye shadow jointly launched by China National Geographic magazine. Perfect diary for the picture

On the cosmetics track, China brand is facing the situation of "falling behind at the start". China customers really began to accept the concept of cosmetics consumption after the reform and opening up, but at this time, foreign brands have accumulated huge advantages in capital, technology and publicity.

However, local cosmetics companies have not been "routed" as many people feared, but have gradually gained a foothold. What’s the secret? In recent years, a number of emerging domestic beauty brands have emerged, which makes consumers exclaim "the light of domestic products". What are the reasons behind it?

The reporter visited two China cosmetics companies: shanghai jahwa and Yixian E-commerce. The former is a century-old shop established in 1898, and it owns famous brands such as herborist, Liushen, Yuze and Meijiajing. The latter is a cutting-edge market that was born in 2016, and its "perfect diary" has become one of the hottest domestic makeup brands in recent years. Through their stories, we may be able to find the answer to the rise of domestic cosmetics.

Shanghai jahwa: a century-old shop with a new look.

In 1915, the cosmetics "Shuangmei" brand "Pink Cream" from China won the gold medal in the evaluation of Panama World Expo in San Francisco, USA.

This "Shuangmei" brand, which was widely welcomed by celebrities at that time, was produced by China Guangshenghang, one of the oldest national enterprises in the daily chemical industry, which was established in 1898. After the founding of New China, Guangshenghang changed its name to "Shanghai Household Chemicals Factory" after several reforms, mergers and reorganizations, which is today’s shanghai jahwa. Its brands such as "Meijiajing" Pearl Tremella Cream and "Ya Shuang" Cream, which were launched in the 1960s, have long been the collective memory of generations of Chinese people.

However, even shanghai jahwa, a local industry leader with profound knowledge, has a big gap with international cosmetics giants in terms of technology accumulation and market expansion. However, shanghai jahwa skillfully used the strategy of "Tian Ji Horse Racing" and broke out his own road of differentiated development.

The second trick is to "avoid its sharpness and open up a new track for Chinese medicine." No matter at home or abroad, consumers have a common pursuit for the "natural" attribute of cosmetics. Traditional Chinese medicine has a unique advantage as a cosmetic raw material because of its natural selection of materials and outstanding efficacy. If there is a clear gap between China enterprises and foreign brands in chemical technology in consumers’ impression, the gap is not obvious in the new track of Chinese medicine cosmetics, and even China enterprises are more knowledgeable.

Shanghai jahwa keenly grasped this point, and used the compound concept of "monarch, minister and assistant" in traditional Chinese medicine (that is, blindly taking Chinese medicine as the main ingredient, supplemented by several flavors) to prepare raw materials, thus creating a unique brand of Chinese herbal medicine cosmetics "herborist". "herborist" was a great success once it was launched. In 2008, it entered the Sephora cosmetics store on the Champs Elysé es, becoming the first cosmetics brand in China to go abroad.

"Domestic brands have a better understanding of China consumers and are better at telling brand stories with Chinese expressions." When summing up the competitive advantages of China brands and foreign brands, the relevant person in charge in shanghai jahwa told reporters. At the same time, the new product development of foreign brands often needs to be approved by the headquarters first, and shanghai jahwa believes that "local enterprises have a faster response speed in decision-making, consumer communication and channel adjustment and upgrading."

For the cosmetics market in China, it is easy to make a single "explosion" with differentiation strategy, but it is difficult for enterprises to grow at a high speed for a long time. Since 2003, local brands such as "Little Nurse", "Dabao" and "Ding Jiayi" have been acquired by foreign investors, and then they have been silent. Some insiders believe that relying too much on a single product is one of the reasons why these local enterprises are unsustainable.

In this regard, shanghai jahwa decisively adopted a multi-brand strategy to build its own "moat". On the one hand, the continuous research and development of "herborist" series of new products impacts the mid-to high-end market, on the other hand, it creates brands in different market segments. For example, in view of young people’s oily and sensitive dry skin, shanghai jahwa and Shanghai Ruijin Hospital developed "Yuze" series, which is the first medical skin care brand jointly developed with hospitals in China. At the same time, it has also developed "Goufu" which focuses on men’s skin care, and "Kaichu" which aims at the maternal and infant care market.

Behind the establishment of brand matrix in shanghai jahwa, there is high-intensity research and development as the support. The 2019 financial report shows that shanghai jahwa’s total R&D investment reached 183 million yuan, which is in a leading position in the domestic industry, and its R&D ratio of 2.41% is close to the level of international brands such as L ‘Oré al and Shiseido.

On May 6th this year, shanghai jahwa welcomed Pan Qiusheng, the new chairman and CEO. In a letter to employees, Pan Qiusheng bluntly said: The past few years have witnessed rapid development and evolution of the daily chemical and beauty cosmetics market in China, and the cognition and pursuit of beauty of a new generation of young consumers have changed greatly.

Shanghai jahwa, a century-old shop, is actively adjusting its attitude, trying to find ways that young consumers like and establish emotional links with them. In terms of understanding young people, this emerging domestic beauty brand may provide some useful experience.

Perfect diary: attracting more young people

Compared with the century-old history of shanghai jahwa, Perfect Diary is definitely a "young man" in the cosmetics market in China. But the report card of this "young man" should not be underestimated.

According to Chen Yuwen, co-founder of Perfect Diary’s parent company, Yixian E-commerce, at present, the fans of Perfect Diary have exceeded 25 million, and the monthly exposure has exceeded 1 billion. In this year’s "Queen’s Day 38" promotion, the perfect diary’s cat eye shadow tray and puppy eye shadow tray were sold out within 4 minutes, setting a record of selling 2,000 pieces per second …

In the capital market, the performance of Perfect Diary is also very bright: four rounds of financing have been completed in four years, with a valuation of 2 billion US dollars. Among the investors, there are many well-known institutions such as Zhenge Fund, Gaochun Capital and Gaochun Capital.

Why does a startup company established in 2016 dare to enter the cosmetics market surrounded by "strong enemies"?

In Chen Yuwen’s view, because the cosmetics market in China has entered an era of drastic changes: the market is changing, the channels are changing, and consumers are changing. These changes together constitute the "right time and place" of emerging domestic beauty products.

"Compared with countries with similar GDP levels, China’s beauty penetration rate is low. We judge that there is still a lot of market space for beauty products in China." Chen Yuwen told reporters that in 2017, the penetration rate of Japanese and Korean cosmetics has exceeded 80%, while that of China is only 30%.

"On the other hand, it is the emergence of the Internet." Chen Yuwen said that the rapid development of cmnet, e-commerce and social media, on the one hand, has built an online channel for Perfect Diary to communicate directly with young consumers, on the other hand, it has also provided accurate data, which can provide very timely and powerful guidance for its development of new product categories and needs. "So we chose the beauty track and chose the Internet as the core." Chen Yuwen said.

But the more important change is the change of people. Behind the rise of new brands is often the rise of new consumer groups.

The users of the perfect diary are accurately positioned as young women aged 18-28, of which "after 00" accounts for 50% and "after 95" accounts for 70%. "This is a generation that grew up with the Internet. According to our observation, they have a broader vision, are open and confident, like creativity, and generally have a higher acceptance of domestic brands than before." Chen Yuwen said that the new generation of consumers are just beginning to get in touch with makeup products, but the prices of foreign brands are on the high side for them, which brings good opportunities to new domestic brands.

Therefore, it is the breakthrough point for the perfect diary to enter the beauty market to let the post-1995 generation in China buy products with similar quality to international brands, but with much lower prices and more innovative ideas. This "parity substitution" strategy for international brands has also become an important source of its product strength.

The way to ensure quality is to cooperate with high-quality foundries. Perfect Diary found Cosme Meishi, the world’s largest cosmetics foundry, for its own production. The latter is also a cooperative foundry of international brands such as Dior, L ‘Oreal and Lancome, and the price of similar products is only about half that of international brands.

The way to renew creativity is to let consumers become designers. Perfect Diary not only analyzes product reputation and fan preferences through data, but also directly communicates product solutions with consumers, allowing consumers to deeply participate in all aspects of product design.

"In fact, the quality of domestic cosmetics is not worse than that of foreign brands. Foreign brands can sell premiums in the China market, and most of them are brand additions." Chen Yuwen said, "And we pay attention to originality. When the perfect diary is ahead of many international brands in visual style and product creativity, consumers will naturally choose us."

However, Chen Yuwen also remained calm. He bluntly said that if domestic brands rely too much on foundries, there is no way out, so Perfect Diary is also increasing investment in research and development. This year, Perfect Diary and Cosme Meishi invested 700 million yuan to start building the largest cosmetics production base in Asia, and at the same time, they are cooperating with Sun Yat-sen University to establish a research and development laboratory. "In the next three years, we expect to invest no less than 100 million yuan in research and development."

Comparing the development process of shanghai jahwa and Perfect Diary, the common point is that they have completed the first two steps of "understanding consumer demand, developing differentiated products and establishing brand moat", and are striving for the third step. Whether "Big Brother" shanghai jahwa is transforming into a younger generation, increasing its investment in online communities such as Little Red Book, bilibili and Tik Tok, or opening hundreds of offline experience stores under the "Young People’s Perfect Diary" transformation, although it seems to be in the opposite direction, its essence is the improvement of its own channel shortcomings and the reinforcement of its own brand moat in a rapidly changing environment.

The market potential of China is large enough, and there are more and more new changes in domestic cosmetics. In the future, can "China Cleaning" or "L ‘Oré al China" be born in this hot land? We will wait and see.

What are the differences between baseball and softball?

Many people in China learned about baseball to a great extent through a Japanese cartoon. With the popularity of the cartoon in China, people are more and more happy about baseball. Especially with the entry of baseball into the Olympic Games, China team has achieved good results, and baseball has gained more and more recognition in China. However, we can easily find that there are still many people who don’t understand baseball, and the performance is that baseball and softball can’t be distinguished. Do you know the differences between baseball and softball?

1. Softball uses a bigger ball than baseball.

2. Different bases spacing: softball bases are 18.3 meters (60 feet) apart, while baseball bases are 27.45 meters (90 feet) apart.

3. Different pitching distances: In softball, the pitching distance is 12.2 meters (40 feet), while in baseball, the pitching distance is 18.4 meters (60 feet, 6 inches).

4. The way of pitching is different: the pitcher of softball uses the lower arm movement to pitch, while the pitcher of baseball uses the method of raising his hand over his shoulder to pitch.

There are seven innings in softball and nine innings in baseball.

6. Baseball field is bigger than softball field, and girls are naturally restricted, so almost all play softball.

7. Baseball bats are generally conical in the middle and front, while softball bats are generally cylindrical and thinner.

8. The rules of baseball and softball are similar, but baseball can steal bases, but softball can’t.

What are the differences between baseball and softball? Looking at the differences listed above, I believe everyone has a better understanding of how to distinguish baseball from softball. Although softball and baseball are both round and similar in style, softball is bigger than baseball, and there are also great differences in their rules, so you can better distinguish them through these.

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Weifang: Optimizing Medical Service Resources and Improving Primary Medical Service Ability

Weifang Radio and Television New Media News Primary health care is related to the health protection of the whole people, and primary medical institutions are the net to provide basic medical and health services to the masses. Report to the 20th CPC National Congress of the Communist Party of China pointed out that to promote the construction of healthy China, we should give priority to the protection of people’s health, focus on rural areas and communities, and vigorously improve the basic medical level and health management and protection capabilities.

Zhao Tongxiang, deputy chairman of Weifang Municipal Committee of Jiu San Society: "In the investigation, Weifang Municipal Committee of Jiu San Society learned that the medical staff in primary medical institutions are highly mobile and the brain drain is serious; There are also individual primary health service institutions, lacking large-scale commonly used necessary inspection equipment, etc., and people tend to choose large hospitals for medical treatment. Focusing on solving these problems, we sorted out and submitted proposals. "

The proposal proposes to strengthen the construction of talent team in primary medical institutions, increase financial input in primary health care, strengthen the support of medical insurance policy to primary medical institutions, vigorously promote the grading diagnosis and treatment system, etc., improve the medical service capacity of primary medical institutions as soon as possible, and better make primary medical institutions become the health guards of the general public.

Wang Qinghai, the second researcher of the Municipal Health and Health Commission, said: "After receiving the proposal from the CPPCC, we seriously adopted and implemented the proposal. Innovative implementation of single-disease group management, always taking the health needs of the people as the focus and starting point, taking multiple measures to strengthen the construction of primary health service system, continuously improving the capacity of primary medical services, and improving the grading diagnosis and treatment system, further enhancing the satisfaction and sense of gain of the people. "

With the attention and support of the Municipal Party Committee and Municipal Government, the Municipal Health and Health Commission actively responded to the concerns of CPPCC members and people from all walks of life, continuously optimized medical service resources, greatly improved the capacity building of primary medical services, resolutely safeguarded people’s health and life safety, and further enhanced people’s sense of acquisition, happiness and security.

Game activities popular with players, welfare and interesting forms are indispensable!

With the development of the times and the game industry, players have higher and higher requirements for the gameplay, content and activities. In particular, activities have changed a lot. Whether you can impress the gameplay before depends on the welfare of the activities. The more, the better; Now it is not only welfare, but also some players have certain requirements for the form of activities. The following games show the fun of the activity form to the fullest. Let’s take a look!

Danzai party

For many people, swings, bungee jumping and ferris wheel are all entertainment items in the playground. Now, these entertainment projects have come to Egg Party, which brings joy and laughter to all egg players. The most important thing is that all these recreational facilities on Egg Island are free to play. So how many entertainment facilities have been put online in this activity?

According to the official information, the entertainment facilities of this arrival include white and round bouncing rabbits, candy-matched swings, exciting bungee jumping, gentle and elegant gliding props, unique ferris wheel, accelerated drumming props and so on. In fact, I prefer bungee jumping, gliding props and accelerating drum props, focusing on a stimulus.

However, if you are playing with an object, swings and ferris wheels are good choices, and you can talk about your feelings and enjoy the beautiful scenery. If you like noisy couples, I highly recommend that you try to play the rabbit, which is definitely a very happy experience.

Tianlong Babu Mobile Games

The "Dragon’s Eight Hands Tour" mobile game has also recently launched a very interesting activity-crazy turkey. It is said that in this activity, no baby turkey can escape the player’s poison. This activity requires 3-5 people to participate in a team. After the activity begins, players will stand in the center of the venue to meet the attack of eggs and bombs. Players need to move constantly in the square area to avoid the attacks of eggs and bombs.

Players who can’t escape will be miserable. They will lose blood when they are hit, and they will be dizzy when they are hit by bombs. Once you are dizzy for many times, it is estimated that you will directly GG. In addition, there will be a baby turkey in the center of the venue, that is, near the players. If you touch it, you will get points.

Other games are good luck, eat chicken tonight, and "Dragon Eight Hands Tour" is good luck, catch chicken tonight. However, this kind of activity similar to a small game is very interesting and much more fun than a task type activity.

Moyu mobile game

At the beginning of November, "Magic Hand Tour" also launched a very interesting activity-pumpkin dream. This activity gives me the feeling that the plot, play and activities are integrated into one. In forgetting farewell, players can experience a complete story through dreams-forgetting-fireworks-medicine-candy-hide and seek-farewell.

You can also combine two identical items into a high-level item to complete the tasks on the list of items. The whole game is a bit like playing chess.

Of course, the activity reward is also very rich, and the dream-catching crystal (activity token) obtained from the activity can be exchanged for various items in the store.

Do you also prefer this type of activity? What do you think about the increasingly interesting game activities? You can also leave a message in the comment area!

There are more and more beauty shops. How much difference can it make where to buy them?

Reporter | Huang Wei

Editor | Xu Yue

The local beauty market has experienced rapid changes in recent years. In the first half of 2021 alone, there are many more brands of collective stores where China consumers can buy beauty products. More importantly, even if they can’t travel abroad for the time being, China consumers can easily buy many imported beauty products in the local market.

On November 9th, South Korea’s online beauty collection retailer "Resolving HWAHAE" announced that it had landed in Tmall International to open an overseas flagship store. Following the launch of this overseas flagship store, there are 11 Korean beauty brands such as Torriden and S.NATURE, and their entry form is "shop in shop".

Careful calculation, together with overseas beauty retailers such as Sephora overseas flagship store opened in Tmall International in the last year and overseas flagship store of Australian beauty retailer MECCA, Tmall International is providing more and more options for consumers with cross-border Haitao niche beauty products.

Introducing these overseas beauty flagship stores into the same platform system, the most intuitive result is that China consumers can buy all kinds of beauty products such as Korean makeup, Australian beauty, European and American niche beauty in one stop; These beauty products are different and can meet different consumers with individual needs.

It is worth noting that these overseas beauty retailers often have in-depth and direct cooperation with beauty brands in their respective regional markets, which can guarantee the quality of goods for consumers far away from China.

Overseas beauty retailers have entered the cross-border e-commerce market in China one after another, and the most realistic motivation behind it is the China consumers who disappeared in the overseas tourism retail market. These consumers were trapped in the local market because of the epidemic, but they directly promoted the great growth of the local beauty market.

Among them, I’m afraid that the brand of local beauty collection stores that emerged in recent two years was the first to seize the opportunity of China’s beauty consumption changing to differentiation and personalization.

Take HARMAY Huamei, a warehousing beauty collection store located in the middle and high-end market, as an example. At present, 50% of SKUs in its offline stores are overseas niche beauty brands. Zhong Taipeng, co-founder and chief operating officer of Huamei, previously told Interface Fashion that this is one of its core advantages that distinguish it from its competitors. At present, Huamei has introduced a series of overseas minority brands by means of exclusive agency and capital operation, aiming at enhancing brand differentiation and increasing the repurchase rate of stores.

In addition, consumers in the first-and second-tier consumer markets can also buy high-end overseas niche brands in HAYDON Black Hole and Bonnie & Clyde (hereinafter referred to as "BC Extreme Choice"), a more luxurious beauty collection store brand.

It is worth noting that the polar selection of Huamei and BC is an extension from online to offline after accumulating rich experience in e-commerce operation in the early stage. But the difference is that Huamei bought the gene of the store with beauty from the beginning, and then began to incubate overseas brands with the blessing of capital, in order to differentiate in the fierce competition.

The high-end beauty brands in BC’s extremely selected stores are extremely selected, and the brands they sell are high-end niche beauty and fragrance brands exclusively represented by the parent company USHOPAL Group or invested in shares.

On the other hand, Huamei and Black Hole are very similar in style positioning. Both of them transform the super-large stores into warehouse-type retail stores with strong aesthetic style, and they also tend to choose representative buildings or blocks in the city center instead of urban complexes or shopping centers.

It is worth noting that the above-mentioned two collection stores are also different from the emerging beauty collection stores such as WOW COLOUR and THE COLORIST, which exploded in 2020. The latter opened stores in many cities across the country in a short time, while the former strategically opened its first stores in key cities in different regions of the country, and usually it was "one city, one store", with a slow expansion speed.

In the business model, Huamei and Heikong both use international big-name samples as "traffic passwords" to attract price-sensitive consumers to shop and drive the sales of formal clothes, and then rely on niche long-tail brands to improve the repurchase rate.

This is greatly different from the product mix of traditional beauty retail stores such as Watsons. In addition, they strive to create a "social-friendly" store style, and continue to attract consumers by expanding the format, triggering communication and discussion on social media and attracting a large number of young people to visit the store.

With the blessing of capital, Huamei and Black Hole have been accelerating the pace of opening stores nationwide since 2021. They are more surprised and demanding in the location of stores, and after opening stores, they also drive the flow of people in the surrounding blocks, which is attractive to operators in urban blocks or business districts.

Beijing Xidan, which has been upgraded to the standard, introduced Huamei to open a large-scale store with an area of 880 square meters, and introduced a large-scale flagship store with an area of 700 square meters to the "Anfu Road-Wu Kang Road" block in Shanghai. Raffles, a new landmark project in Shanghai, which focuses on urban markets, and Chongqing, which has been vigorously upgraded in recent years, may actively introduce this type of beauty collection store.

Another foreseeable trend is that more overseas niche beauty brands will enter the China market through various beauty retailers in the future. And these brands will choose their partners according to their more specific China market strategy; If you want to deepen the China market and deepen brand awareness, some brands may choose local emerging beauty collection stores with more omni-channel operation and incubation capabilities.

20 games with the highest IGN score in 2023: two perfect works!

The future game lineup of each family has gradually stabilized this year, and many masterpieces will be launched one after another in 2023. All three host manufacturers are planning their own blockbuster works in 2023. At present, the first quarter has passed, and IGN has published a summary of 20 high-scoring games so far this year, two of which are full marks. Let’s take a look.

Full list:

8 step:

Heart of the atom

Multi-player part of company of heroes 3

I wish you a good death

Meet the Creator

Resident Evil: Village VR

Son of the forest

Wild heart

Wolong: The Fall of Heaven

《WWE 2K23》

9 step:

Bayonetta: Origin

Dead Space: Remastered Edition

Flame coat of arms Engage

《GT7 VR》

《Hi-Fi Rush》

The legacy of Hogwarts

Major League Baseball 23

Pizza tower

Final fantasy rhythm theater

10 step:

Galactic warrior Prime replica edition

Resident Evil 4: Remastered Edition