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French armour

At 20 o’clock on the evening of October 29th, Beijing time, in the 10th round of Ligue 1 in the 2023-24 season, Paris Saint-Germain challenged brest away. In the first half, 17-year-old Zaire emeri broke the deadlock with a long-range shot, and then Li Gangren assisted Mbappé to expand the score and Mounie pulled back a goal; In the second half, brest equalized the score with a corner kick, and Mbappé finished the winner with a penalty in the 89th minute. In the end, Paris Saint-Germain beat brest 3-2 and rose to the second place in the standings.

In the 3rd minute, Paris broke into the opponent’s restricted area. Li Gangren’s shot was blocked by goalkeeper Bizot, and then his teammate’s supplementary shot was confiscated by Bizot. In the 6th minute, emeri received a return volley from his right foot at the top of the arc, and Bizot saved the ball with his fists. In the 13th minute, Donaruma passed the ball from the backcourt directly to the opponent, but the cross from the brest player directly crossed the bottom line.

In the 16th minute, emeri received a cross from his teammates in front of the penalty area. He passed a defender and came to the penalty area and slammed the door with his right foot. The ball was like a shell, and Bizot could do nothing. Paris was 1-0 brest.

In the 22nd minute, Li Gangren volleyed vigorously from the right side of the restricted area, and Bizot held the ball out of the crossbar.In the 28th minute, taking advantage of brest’s massive pressure, Paris fought back. Li Gangren picked up the ball in the backcourt and passed it to Mbappé. The latter caught the ball and formed a single-handed trend. He entered the left side of the penalty area and missed the defender. His right foot shot low and scored near the corner. Paris scored 2-0 in brest.

In the 41st minute, Mbappé received a cross shot from his right foot at the top of the arc, and Bizot saved the ball again.In the 44th minute, brest pulled back a goal, and the high ball on the right side of the frontcourt passed to the middle. Mounie in the restricted area pressed the Parisian defender to head the ball, and the ball bounced to the net, but Donaruma couldn’t save it. Brest 1-2 Paris.At the end of the first half, Paris temporarily took the lead.

In the second half, change sides and fight again.In the 52nd minute, brest’s right corner kicked into the restricted area, and Ledoualon, who was in front of him, headed the ball back, and the ball flew into the far corner. Donaruma’s whip was not as long as brest’s 2-2 Paris.

In the 57th minute, Mba took the ball to the left side of the restricted area, and shot wide from the far corner with his right foot. In the 62nd minute, Fabian Ruiz stopped the ball in front of the restricted area and buckled the defender, and the long corner was slightly missed. In the 64th minute, Paris stepped up its attack, and Enrique changed into Dembele and Muani.

In the 68th minute, brest got the chance, and the right side of the frontcourt shot the ball into the restricted area, but Ledoualon, who was in the back, outflanked the shot and kicked it. In the 70th minute, brest’s two shots in the restricted area were quite threatening, both of which were resolved by Donaruma. In the 74th minute, the Parisian frontcourt got a chance, but Dembele didn’t stop the ball in the restricted area and was cleared by the opponent’s defender.

In the 75th minute, Vitinia got the ball on the left side of the penalty area, which was quite threatening. Bizot got the ball sideways. In the 83rd minute, Muani in the restricted area tripped after passing the ball on the left side of the Paris frontcourt. The referee watched VAR on the sidelines and awarded a penalty. Because of the conflict caused by this penalty, many players from two teams got yellow cards.

Mbappé took the penalty. His first shot was saved by the goalkeeper, but Mbappé immediately made up the shot and scored the ball. Paris led brest 3-2, which was the 89th minute of the game.

In the end, the whole game ended and Paris Saint-Germain beat brest 3-2.

What historical knowledge do you believe in, but it really happened？

Author: our team Zhang Ying

The more you read history, the more you will feel "unbelievable". A lot of historical knowledge that seems incredible at first glance and even makes people "don’t believe it" is real, but it happened in the past years.

Compared with those political and military events that are often talked about,The following economic and cultural knowledge, which also makes people feel "don’t believe in death", also epitomizes the rise and fall of dynasties.It is worth thinking deeply.

One: the Great Jin Dynasty did not cast money.

Successive dynasties founded the country, and currency issuance was a top priority. And Wang Chao didn’t even do it? The Jin dynasties thought: this is really not a thing.

Since the "Three Kingdoms Reunited", the Jin Dynasty, from the emperor to the officials, has been a competition and a release. Apart from internal strangulation, it has been a feast, a song and dance, an alchemy and a fight for wealth, and it has changed its fancy show "Wei and Jin demeanor". Even if the Yongjia Rebellion broke out and the Dajin became the Eastern Jin, it would still remain unchanged, and it would be impossible to get rid of it by being immersed in metaphysics and talking openly.The issue of currency, a 164-year history of the Jin and Jin Dynasties, has never been done.

What’s the money? In the Western Jin Dynasty, Cao Wei’s five baht money was mainly used, and it was beaten to the south of the Yangtze River to become the "Eastern Jin Dynasty", and all kinds of currencies in the Soochow period were churned out to continue to be used. The currency on the market in the Eastern Jin Dynasty is a mess. Plus a large number of precious metals, all of them have been embezzled by the rich and powerful to make luxury goods, and there is less and less money circulating in the market. As a result, there is not much money, and there is an increasingly serious phenomenon of "money shortage".

Ironically,The first reaction of the Eastern Jin Dynasty to this serious phenomenon was not to stabilize the currency, but to slap the head and think about simply abolishing the currency.When Emperor Andi was in the Eastern Jin Dynasty, someone put forward the "good idea" of "barter". Although it ran aground under the opposition of many ministers, the Eastern Jin Dynasty did nothing, and still allowed the chaos in the money market. The currency is so chaotic, of course, this dynasty is becoming more and more hopeless. The partial Eastern Jin Dynasty was finally usurped by the Liu and Song Dynasties in the absurdity of "not casting money".

Two: Planting cotton in Datang Garden

In the Tang dynasty, rich people cultivated flowers, and all kinds of precious flowers and plants competed for each other. However, during the period of Tang Xuanzong, Suleiman, an Arab traveler who visited the Tang Dynasty, saw a special exotic flower and grass in the garden of the Tang Dynasty: cotton. That’s right. Today, it is used to make cotton-padded clothes, which is necessary to keep out the cold in winter.In the middle Tang dynasty, it was still "on a par" with famous flowers such as peony and rose, and was specially designed for garden enjoyment.

During the Tang Dynasty, there were only Yunnan, Hainan and Xinjiang provinces in China, and some cotton was planted. As an "exotic" cotton, it was a precious flower at that time. More than just for fun. Cotton cloth made of cotton was also a precious luxury at that time. According to the statistics of the Order of Closing the City in the Tang Dynasty, the local price of one end of fine cotton cloth in the western regions is as high as 2,200 articles. Even the coarse denim needs 500 Wen at one end. Cotton-padded clothes made of cotton cloth were called "white-folded cloth" and "kapok fur" at that time, and the price of them sold to the mainland usually turned several times.It is equivalent to "putting precious flowers and plants on your body", which is standard for the rich.

When reading Du Fu’s famous sentence, "The cloth is as cold as iron for many years, and the charming children lie down and crack inside", many historical fans often wonder why Du Fu didn’t cover the quilt when he was so frozen. To tell the truth, I really couldn’t afford it at that time.

It was not until the Song and Yuan Dynasties that cotton planting techniques were gradually popularized in the mainland and gradually adapted to the soil and water in different regions. During the reign of Zhu Yuanzhang, the first emperor of the Ming Dynasty, cotton planting was promoted by legislation throughout the country. Cotton, a luxury in the Tang and Song Dynasties, was "dependent on everyone’s wealth" in China.Cotton cotton-padded clothes, once a rare "imported product", became a specialty of China in the Ming and Qing Dynasties. They were not only the daily consumer goods of ordinary people in winter, but also exported abroad in large quantities along the Maritime Silk Road, earning enough money all over the world.

What is "making foreign things serve China"? Learn from the ancients in China how to plant cotton from the garden into the farmland.

Three: The civil servants in the Song Dynasty were very hard.

"Fu Song" is a happy time for literati, and the most enviable among literati is civil servants. Unofficial history often talked about the "sky-high income" of civil servants in the Song Dynasty. For example, the extravagant life of Kou Zhun Song Qi people lighting giant candles and drinking chicken tongue soup, and the happy scene of Bao Zheng Wang Anshi people’s "sky-high annual salary" and "salary basically does not move" have made many fans envy each other and wish to cross to Dasong to take the imperial examination. However, even if there is a chance to "cross", we must be cautious about it. Most civil servants in the Song Dynasty are far poorer than later generations imagined.

For example, in the Song Dynasty,Being a small official in the civil service, such as "county magistrate" and "main thin", the salary is pitiful.Basically, "poverty is not enough to support itself." It was not until Song Shenzong’s time that the salary was raised, but it was just "the county ordered the money to be 15 thousand, and the rice and wheat were 4 stones." Compared with the courtiers, this money is really not enough.

Civil servants at a slightly higher level have limited treatment.For example, Shi Jie, a famous scholar in Song Renzong, told imperial academy that his life was very simple on weekdays, but when he died, his wife was "overwhelmed with cold", that is, his wife and children couldn’t live, and they only had a way out with the support of Fan Zhongyan and others in Han Qi. Zeng Yi, the foreign minister of Song Shenzong, was also "poor because of his family". In the Southern Song Dynasty, Lu You passed the sentence in Kuizhou, which was considered as a "fat vacancy" among civil servants. After several years, he was also "thin in the gorge" and "bare in luggage". That is to say, you can get a round belly.

Why is this happening?First, there were so many civil servants in the Song Dynasty that they were called "redundant officials".According to Fan Zhongyan in the Northern Song Dynasty, "four or five people share one post". In the late Southern Song Dynasty, the total number of officials in the Song Dynasty was more than 43,000, and the territory was half that of the Northern Song Dynasty, and the number of officials was several times higher than that of the Northern Song Dynasty. There are so many officials to support, and no matter how rich they are, they can’t support them. Therefore, if most civil servants only rely on "wages", their lives will be hard.

Plus DaSong’s "ruling the world together with the literati", even if it is "cultivating scholars", of course, we must first pay close attention to the high-level literati.Not only a high-ranking official, but also retired senior officials, as well as giving "grace" to the children and students of retired senior officials, is a lot of money every year. At the end of the Northern Song Dynasty, the Huainan transshipment ambassador said that the taxes of twenty states in Huainan were not enough to give pensions to retired senior officials in Luoyang. In Song Renzong, there were more than 5,000 salaried idlers in China. Some people even have more than one consul and do nothing.

Officials who have money to support idle people and work honestly have a hard time.How can we not be poor and weak in such a great Song Dynasty?

Four: horsestapErni duancai road

A great event in the diplomatic history of "Kanggan heyday" in Qing Dynasty was "Magalny’s visit to China". During the Qianlong period, a huge mission led by British Lord Macartney visited the Qing Dynasty with the intention of opening the trade door of the Qing Dynasty, but it was rejected by the arrogant Qianlong. A visit, but the result is empty. But Magalny was not depressed, because,On this trip, he found another treasure in China: tea seedlings.

Can a mere tea seedling be comparable to a diplomatic event? In the eyes of the British at that time, this was really close.

Since the mid-18th century, China’s traditional tea drinking style has long been popular in European countries. The British have become the "iron powder" of tea. At that time, all classes of British society had the habit of "drinking afternoon tea", and the atmosphere of drinking tea spread all over Britain and even colonies on all continents. According to the statistics of the 18th century British scholar Stenton,British people, old and young, consume at least one pound of tea every year on average. Where did so much tea come from? You can only buy it from China.

As a result, unconsciously, tea trade became the "heavy head" of foreign exports in the Qing Dynasty. The export price of a load of tea in Guangzhou is only ten pounds. Reselling to the British mainland has soared to at least 106 pounds. Huge profits have also provoked British businessmen to flock to buy buy every year, bringing enough cash to buy them. By the 1780s, China’s annual tea export had exceeded 1.8 million pounds, making it easy for the British to earn money.

But this "easy money" scene, but with the horsetapThe arrival of Ernie and his party turned around.

Although the Qing government, which closed its doors to the outside world, took precautions against Magalny and his party. However, because the Qing officials had no concept of "intellectual property rights", they were defenseless against the "inspection" activities of Magyarni and his party. Therefore, during a trip to China, Macartney made an unannounced visit, which not only clearly recorded the process of tea planting and picking in China. I also got something good that many European countries couldn’t get at that time: tea seedlings.

Thus, from the end of the 18th century, China’s tea planting technology, so ruthless outflow.India under British rule, with this "stolen" technology and modern production, quickly came from behind in the field of tea.By the middle of the 19th century, Indian tea had become the "big head" of the international tea market. At the beginning of the 20th century, Indian tea and Ceylon tea accounted for 92% of the international market at that time, which had already "crushed" modern China tea.

Tea industry, a powerful industry that earned enough money in China, was cut off in less than half a century because of the outflow of several tea seedlings. It was not so much Macartney’s fault as the Qing Dynasty’s indifference to industrial technology, which brought modern China into the pit of backwardness and beatings.

References: Chen Zhonghai’s Debate on Waste of Money in Jin Dynasty, Qing Qiuzi’s Currency History, Wang Zhonghun’s Matou of Xizhou in Tang Dynasty, Zhu Bokang’s General History of China Economy, He Zhongli’s Salary of Officials in Song Dynasty, Political History of Song Dynasty, Zhang Hongjie’s Prosperous Hunger and Wang Xiuping’s 1

How many privileges can the yellow jacket of the Qing Dynasty have?

Is Li Shimin scheming for a long time or being forced to do anything about the change of Xuanwu Gate?

One second into the picture! These original ecological landscapes are so beautiful, and some of them are limited in seasons …

Living in Beijing

We have seen many architectural monuments.

Indulge in the bustling night of the city

Visited many unpopular art halls.

But sometimes

I always have one in my heart.

The throb of longing for the vastness of the world

Birds are singing and flowers are fragrant between mountains and rivers

Forget the world and indulge in chic.

Actually, there are several wetland parks in Beijing.

Original ecological landscape

It can also make you short-lived

Let’s take a look together ~

Cuihu Wetland Park

The total area of Cuihu Wetland is 157.16 hectares, and the water area is about 90 hectares, including 45 hectares of open area and 18.3 hectares of water area.

The reservation opening hours of Cuihu Wetland are from April to October every year, and group tourists are allowed to make reservations on Mondays and Wednesdays, and individual tourists are allowed to make reservations on Saturday mornings.

Birds can be seen in almost all months of the year. If you are a bird watcher, then spring and autumn are the best seasons to watch waterfowl in Cuihu Wetland, especially in October.

The purpose of Cuihu Wetland is to show the northern wetland landscape, popularize wetland knowledge, watch wetland animals and plants, and publicize popular science. The park focuses on ecological protection and does not have amusement facilities.

Address: Cuihu North Road, Shangzhuang Town, Haidian District, Beijing

Dongjiao Forest Park Wetland Park

Beijing Eastern Suburb Forest Park-Wetland Park is one of the five major theme parks in Beijing Eastern Suburb Forest Park, adjacent to the bank of Wenyu River, with a planned total area of about 3.15 million square meters and a water area of about 30% of the park area.

There are Yuling Lake, the largest lake in the Eastern Suburb Forest Park, and Lancui Tower, the first commanding height in the Eastern Suburb Forest Park. In addition, there are scenic spots such as Lin Yun Jade Watching, Lover’s Wharf, White Sands Heron Watching and Liu Yin Yuze Watching.

There are facilities such as riding greenway, landscape wooden plank road, rest station, tree-lined square, children’s activity equipment and so on.

There are more than 60 species of trees and shrubs, such as Sophora japonica, Fraxinus chinensis, weeping willow, Fraxinus fargesii, Pyrus pyrifolia, Magnolia grandiflora, Begonia, Prunus armeniaca, Lagerstroemia indica, and more than 70 species of ground cover flowers and aquatic plants, such as pseudo-faucet, chrysanthemum morifolium, lotus, Lythrum lyratum and Acorus calamus.

Address: East Sixth Ring Road, Tongzhou District, Beijing

Majiawan Wetland Park

Majiawan Wetland Park covers a total area of 710,000 square meters, including 260,000 square meters of water area and 450,000 square meters of landscape area.

The water source of Xiao Taihou Yunliang River is cited in the park, which makes the wetland waters in the park communicate with each other and keep the water level above 1 meter all the year round.

There is a scenic spot in the park, "Woniu Wenxi". In the shape of a huge cow, lying still beside a wetland. Legend has it that a bronze bull statue was built on the south bank of Xiao Taihou River in Liao Dynasty as a water beast, so the nearby village was named "Buffalo House", and the former bronze bull has long been a thing of the past.

In the Woods on the bank of Henan in Xiao Taihou, there is a wooden plank road that is as long as 1,000 meters. This little-known wooden plank road, with no other plank road or road interspersed, bends around and is hidden in the surrounding green jungle.

Address: Daludian North Road, Chaoyang District, Beijing

Hanshiqiao Wetland Park

Hanshiqiao Wetland Nature Reserve is located in JD.COM Plain, with a total area of 1,900 hectares, of which the core area is about 3,000 mu. It is the only large reed swamp wetland in Beijing Plain.

There are 153 species of birds recorded in the nature reserve, including 2 species of national first-class protected animals, 17 species of national second-class protected animals and 292 species of wild plants. It is the habitat and transit point of many rare and endangered bird migration.

Hanshiqiao Wetland is open from March 16th to November 14th every year, and it is closed at 8:00-17:20 and 16:20 from Monday to Friday. Saturday and Sunday are closed from 8: 00 to 17: 50 and 16:50. It is closed to the public from November 15th to March 15th of the following year.

Address: Han Shi Qiaocun, Yangzhen Town, Shunyi District, Beijing

Xinfengqu Wetland Park

Xinfengqu Wetland Park used to be a three-room industrial compound, but now it has been transformed into a picturesque wetland.

The park mainly includes three parts: the front pond in the north, the subsurface wetland in the middle and the surface wetland in the south, which have the functions of regulation, purification and stability respectively, and discharge the treated surface water to the main stream of Xinfeng River.

The park is built by the lake, surrounded by dense green vegetation, and the roads are paved with plastic trails, including small bridges, kiosks and plank roads in the water. Beautiful scenery, fresh air, quiet and comfortable.

The whole park is just the right size, and it is just right to go shopping. Whether it’s oxygen inhalation and lung washing, or want to see the scenery, it is a good place. And every place here can be a holy place to take pictures, so you can pat it as you like.

Address: Zhongding Road, Daxing District, Beijing

Source: Beijing Tourism Network Comprehensive

Sports life, start with me.

With the rapid development of the national economy, people’s living standards are constantly improving, and the pursuit of health and quality of life is also increasing. In recent years, sports fitness has become a daily topic for more and more people, and sports life has gradually integrated into people’s daily life. However, the current situation of sports in China is not optimistic, and there are still many problems. Here, I will combine my own sports experience to analyze the current situation of sports in China and talk about my personal views.

First of all, on the whole, the people’s awareness of sports has gradually awakened, but the proportion of the sports population is still not high. In many cities, gymnasiums, parks, playgrounds and other sports venues are crowded, showing people’s love for sports. But at the same time, there are still a large number of people who lack sports awareness, especially middle-aged and elderly people after middle age, and their sports needs have not been fully met. This not only affects personal health, but also puts pressure on national public health. Therefore, it is urgent to raise the awareness of the whole people and popularize the knowledge of sports and fitness.

Secondly, the distribution of sports facilities is uneven, and the gap between urban and rural areas is large. In cities, sports facilities are relatively abundant, but parks, gyms and other places are often concentrated in the city center, which makes it inconvenient for residents in surrounding areas to exercise. In rural areas, sports facilities are scarce, and many rural areas don’t even have a decent playground. This undoubtedly increases the difficulty for rural residents to participate in sports and restricts the improvement of their health level. Therefore, the government should increase investment, optimize the layout of sports facilities, and focus on solving the gap between urban and rural sports resources.

Furthermore, there are many kinds of sports, but there is a shortage of professional coaches. With the rise of fitness craze, various sports came into being to meet people’s diverse needs. However, at the same time, the supply of professional coaches in China is insufficient, which leads to many sports enthusiasts unable to get professional guidance and the sports effect is greatly reduced. To this end, relevant departments should increase investment in physical education, support the training of more professional coaches, and help improve the sports quality of the whole people.

Finally, talk about my personal views on sports. Sports are not only related to personal health, but also the embodiment of a country’s national quality. We should give full play to the role of sports in improving national quality and promoting social harmony, so that more people can enjoy the happiness brought by sports. On this basis, I also propose to improve sports-related policies, encourage enterprises and social groups to participate in sports undertakings, and jointly promote the development of sports undertakings in China.

In short, sports life starts with me. Everyone should realize the importance of exercise, actively participate in it and develop good exercise habits. At the same time, the state and society should also provide people with more convenient sports conditions, so that sports can become a part of the healthy life of the whole people. Only in this way can we work together for the great rejuvenation of the Chinese nation.

What is the popular trend in 2021？ Great changes have taken place in the fashion industry, and the beauty of the East will explode the fashion circle.

Text: Lowe

Hi, I’m Lowe. Let’s continue our fashion trip, and we’ll never get lost when we become beautiful. ▼

What is the popular trend in 2021??What is fashion? What are the changes in the fashion circle next year?

with regard tofashionThis spiritual need, which is extended after meeting people’s basic needs for survival, is based onthe nation is wealthy/prosperous and the people are powerfulAbove.Whoever is powerful has the right to speak.It is an indisputable fact that no matter in which industry or country.

Looking back on the past hundred yearsFashion trend developmentThe history of evolution is a history of western development. All the fashion trends, the clothing items we wear are in accordance withthe westvisual angleDerived from the standard. Styles from brands, designers to single items are all based on "Western aesthetics"On the basis of this, they dominate the fashion trends every year, and they hold the so-called fashion trends.

An unexpected epidemic in 2020 has been seen by the whole world.China’s strength and strength. The national spirit of unity and unity of the whole people has achievedgreater chinaThe rise of. In the wave of 3 billion people returning home and fighting the epidemic, China has shown unprecedented.Great country responsibility, with our strong cohesive force, wrote a hymn of rise.

Thinking about it makes my whole body boil, and this kind of national pride arises spontaneously! “Born as a Chinese, we are called Yan Huang, and we have no regrets in wearing armor in this life, and we are still in China in the afterlife. We are willing to guard the prosperous China with our youth.",this sentence wrote the voice of all of us in China, amazing, my country!

Under the influence of great changes in this environment, the popular trend in 2021 will naturally be"Oriental perspective" is the theme, combining traditional Chinese elements with modern popular elements.Will become the most mainstream fashion trend in the fashion circle.

belong toBeauty of the EastThe fashion trend will usher in its new development. It is no longer the "little brother" who is only Nuo Nuo, butThe identity of a powerful masterLeading the development and changes of fashion circles all over the world.The beauty of the eastIt will become the object to be imitated by people all over the world and make a new sitting target of fashion aesthetics.

So, what are the popular elements in the fashion circle in 2021? Let’s have a look.

In the fashion design in 2021, putChinese traditional elements and modern popular elementsBlend into one, showing a new fashion trend. They are embodied in clothing as follows:

Chinese clothing elements are cleverly added, paying more attention to clothing.Real wear and comfort;
Unde that influence of the concept of global sustainability,less/fewer but betterBecome the core, and the lasting durability of clothing becomes the primary consideration;
Foreign cutting styleGradually rising, exquisite formal clothes are favored by consumers.

The red system will still be the main color in the spring and summer of 2021, but it has more abundant changes in the purity of lightness and darkness. Classic and futuristic colors such as brown and green will continue to be popular.

★ Improved cheongsam

Cheongsam, a classic item representing the quintessence of the Chinese nation, will be displayed in a richer and more changeable face next year and beyond. It may be combined with the current popular elements and become the top pillar of clothing category.

As a classic item of traditional Chinese style, cheongsam will be combined with the fashion trend of runway in the spring and summer of 2021 to inject new ideas into this item. Among them, it will combine the current popularBubble sleeve, leg sleeve of lambThe sleeve type is mainly equal in quantity, and the traditional Chinese elements are skillfully used on the basis of retaining the right-handed placket.

The traditional buckle of cheongsam will be replaced by buttons, or combined with special silk fabrics, adding popular flower patterns, integrating retro and trendy, creating a different cheongsam style. In terms of style design, it is more varied.

★ Diversified formal suit modeling

With the rise of exquisite foreign cutting style, those representExquisite and elegant formal dressWill become a popular style. However, under the influence of leisure style, this kind of formal dress has a diversified style trend of combining rigidity with softness, which can be gentle, handsome, tough and changeable and become popular.

With the popularity of big woman style, those neutral wind elements will be widely used in suits. For example, the shoulder pads and tapered trousers emphasize the freedom and confidence of women in the new era.

Gender-free fashion will also usher in its development, and the equality between men and women will be more and more high, which is also reflected in clothing.

But to emphasizenew womanThe gentle nature, those representing delicate and gentle.Female elementIt will also be used a lot. For example, flounces, wrinkles, waists, or fabrics with good drape are used to express the feminine side of women.

★ Gentle and changeable decorative shirt

In order to match the suit, the shirt is no longer neutral and neat. It will combine lace neckline, national embroidery, and other design details to become diversified, more feminine and gentle.

A large number of bows, pleated designs, and ethnic embroidery are added to improve the details, emphasizing the gentle nature of women.

★ Long slim cardigan

In order to adapt to more diversified occasions, a cardigan like a one-piece sweater will be liked by more people. This single product with literary and intellectual antiquity will usher in its spring.

On the basis of retaining the outline of cardigan, many design details will be added, and the fitted version can be matched with more coats.

This kind of mature, intellectual and atmospheric style will be widely used, expressing women’s attitude of pursuing the ultimate beauty.

Well, these are some fashion trends in 2021. Does it refresh you?

This is the best time, and we will stand tall and become the masters of leading the trend. And a lot of China elements will be applied to more clothes. Give full play to your creativity and imagination, and make the beauty of the East a classic legend forever!

I’m Lowe. I take image management as my homework all my life, and greet the blooming of every day in my life with a beautiful image and a beautiful mood.

If you are confused, you can write privately, and welcome to leave a message to discuss. We will grow together and be strong together on the road to beauty!

Football physical fitness： how do I maintain my physical fitness during the season？

Hello, everyone, today we share how I keep fit during the season. I hope you like it!

front cover

In 2020, Joshua kimmich scored the winner in the match with Dortmund. In that match, he ran 13.73 kilometers. This is the sport of football and kicking. In this sport, most of the running is not jogging, sprinting, walking, jogging and then sprinting. Because of this, the best way to improve physical fitness is to carry out high-intensity training.

We can achieve this goal by sprinting or intermittent training, but the least boring way to improve physical fitness is to use the ball for high-intensity training, which is also the focus of today. Today we will share the training methods to keep in shape during the season. Let’s officially start:

warm up

Before we start training, make sure that we have fully warmed up, do some dynamic stretching and sprinting, so that all our fast muscles will be activated, thus reducing the risk of muscle strain. Take 10 minutes to relax, and then start formal training.

Figure 1- Warm up

This is the only part that does not include the ball, and it is one of the very good agility and quick training.

We can find a friend, or install an application on our mobile phone, which can flash colors and numbers for us for 10 times as a group. I

Figure 2- Fast Move on Command

When our cell phones flash or our friends shout out a color, we sprint to the sign plate and then go back to the middle. About 30 seconds, depending on the length of the interval. In short, do five groups and rest for 30 seconds between each group.

Figure 3- Gap Time

The rest of the training is divided into three small cycles. The first cycle is what we see now. Before Ronaldinho’s dribbling training and shooting, he makes a 30-yard sprint dribble.

Figure 4- Fast Dribble

This training is great, because it can train our dribbling speed, dribble in a narrow space, and persist in dribbling when we are tired.

Figure 5- Exercise dribbling speed

It’s a hard training, but it’s important for us to keep high shooting quality. Imagine that we will be very tired in the 80th minute of the game, so even if we are tired, we should be able to shoot correctly.

Figure 6- Correct Shooting

In this cycle exercise, we can jog or walk back to the starting point as a break between repeated exercises.

If we only have one or two balls, run after them, make sure we are jogging, then jog back to the starting point, and then give yourself an extra 30 seconds to rest.

Figure 7- Jogging or Walking

In addition, because it takes a long time to start each action, you should do it for 15 minutes before continuing this circular action, and it should be very fast.

Before entering the second cycle, give yourself three to five minutes to rest. We should make sure that each cycle has intensity, and even if we are tired, we should work 100%.

Figure 8- Guaranteed Strength

In the second cycle, we make 10 passes to the wall, then zigzag dribble to practice turning and dribbling, then rush out and beat the last sign plate with one of our actions.

Figure 9- Passing the ball to the wall

Put the sign plate 8 to 10 yards away, make sure we don’t go straight through it, rush out of the sign plate for at least a few steps, then cut back the sign plate and walk back to the starting point.

Figure 10- Switch back the sign plate

Once again, this is our break time, and a sign plate is set for passing the ball on the wall to ensure that we keep good habits when passing the ball and that we will not be lazy.

This cycle improves our ability to pass, touch the ball with the first foot, dribble and cut inside with the ball, and the ability of all 1V1 to beat the defender.

All this will make our leg muscles stronger, and at the same time enhance our heart and lung function. Do it for 10 minutes, and then rest for three to five minutes before continuing.

Figure 11- Cardiopulmonary Enhancement

The hardest part was left to the end. Many people hated doing this exercise, but it was the simplest exercise, and it was timed in 10 minutes.

Start by running back and forth, run to the small restricted area and then run to the penalty spot at the back, then run to the top of the restricted area and come back.

Figure 12- Simple exercise

After the round-trip run, start bouncing the ball as soon as possible, don’t rest for a few seconds before starting, and then bounce the ball 30 times before starting the next round-trip run.

Figure 13- Start the ball.

The key point here is that if we screw up and drop the ball, then we need to start the next round trip immediately, which puts pressure on the ball-passing part to ensure that we concentrate on the ball-passing and strive to maintain the quality.

If we don’t have this kind of pressure, then we will drop a few times, then pick up the ball on foot, and then continue to bounce the ball and give ourselves a long rest. After 10 minutes, we have finished the hardest part, but we are not completely finished.

Figure 14- No End

Although this is not the main part of training, it is very important to do 5 to 10 minutes of cold-body exercise, which will make our muscles less tense and help us recover from the next training.

Figure 15- Let the muscles loose.

Don’t skip this link, do some static stretching or the same dynamic movement as before, but with less intensity.

Figure 16- Don’t try to hide from the tiger

That’s all for today. Please continue to pay attention to the road of football for more exciting football teaching!

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 pick

Badminton backhand high ball

Badminton backhand lob

Badminton backhand backhand passive backhand.

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.

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