分类归档 sangna

Personally, I didn’t like football until I was about 15 or 16 years old. Actually, I didn’t like it much. I just liked it a little bit, but I didn’t devote myself to it. At that time, the atmosphere was not the same as it is now. At that time, there were no female guns and male stars, and the mainstream was iron-blooded men. Being a man would be tough and hard. Anyone who dared to stretch out his blue finger and casually freestyle would be killed by the people in the street.

The best way to be tough is sports. Therefore, among male students, if you don’t know much about sports, you will look like a soft egg in the eyes of your classmates. If you don’t watch the five major leagues, the Champions League and World Cup NBA, you will definitely develop abnormally. The more you devote yourself to watching football matches, the more you will look like a man. The more excited you are, the more eloquent you will be. It shows that you are professional and exuberant in male hormones. Boys think that with so much performance, girls will look at him more because of his exuberant hormones.

Everything in the world is related to sex, except sex itself.

I didn’t say this, but Wilde, the boring man. You have to settle accounts with him.

I liked football at first, just like joining a pyramid scheme gang. I was dragged in by my head. My roommate talked to me about football all day, walking, eating, sleeping and taking a shit in the bathroom. I was afraid that if I didn’t respond to him, he would be gay with me, so I was forced to learn football knowledge to show that I was normal. I was very man, and I was full of male hormones. Dude, you’d better not mess around, but I have never been very interested.

Really, just like my feelings for Kitahara, I really couldn’t find a better one in those days, so I’ll just try to like it.

If we put it aside now, right, then so-and-so, so-and-so, we will catch a lot of high-quality ones, although I can’t even remember the names.

My age of football enlightenment was Li Jinyu, Zhang Yuning and Li Tie, that is, the Li Tie who had just been fired as the head coach of the national team. He used to maintain the style of F4 in the early 2000s for many years, which was particularly recognizable. After being a head coach, his face was a lot rounder and his hair was a little shorter, but it was still much longer than that of ordinary boys. This shows how much psychological influence adolescence has on a person’s life. I can’t forget Toko Kitahara and Li Tie can’t forget F4’s long hair.

Because the players of that session were highly valued, playing against the weak team was just like playing for fun. Every time Li Jinyu scored a goal, he would learn from Guo Jing’s bow and arrow shooting. POSE was particularly handsome and very rhythmic. Although he lost to South Korea in the first game, he played against South Korea as a whole, and the momentum was fierce. The Korean media all thought that we were mental derangements, and we despised them even after losing, which was different from China people who always liked self-examination at ordinary times.

Because everyone has high expectations for that generation, sometimes when watching the game in the classroom, male students gather around the TV and score a goal, and the students are just like taking drugs. Some smash their desks, some howl like wolves, and some will grab the collars of the students next to them and shake others while screaming, making them twitch as if they were touched by electricity.

There were no entertainment activities in those days, and life and entertainment depended on the ambiguous eyes of female students and sports competitions.

In the 2000s, because a Yao Ming suddenly appeared in basketball, I only watched the NBA. After Yao Ming retired, I didn’t even watch sports events, so I concentrated on earning money to support my family.

Earning money to support the family is actually much more technical and practical than sports competitions. I don’t even want to come out here.

Occasionally, I saw the news of football in China, which basically showed a bloody collapse trend. The more I kicked, the more I collapsed. At the beginning, there were still several people studying abroad in Europe. Later, there were fewer and fewer people studying abroad. Now there is only one Lei Wu left. Now the national team seems to be reduced to the top eight in Asia, and it is often beaten on the face by Syria and Thailand. In the end, the China men’s football team has simply become a domestic emotional trash can and has become the object of collective banter. Since 2002,

Strangely, however, the Super League was extremely hot in previous years, and it was once known as the "sixth largest league in the world". Guangzhou Evergrande even won the AFC Champions League twice. In 2019, the average salary of Super League players reached about 6.5 million RMB. The average annual salary of the most expensive players in Guangzhou Evergrande and Shanghai Shanghai Shanghai was about 12 million RMB, and the worst player in Beijing and Shanghai also reached 2 million RMB.

This phenomenon that the league is hot and the national team is weak happens at the same time, which makes China football look very strange.

So what is the reason that led to this phenomenon?

Out of curiosity about the origin of all things, I chose to visit many domestic footballers who have been running around the world for 20 or 30 years and ask them why China’s football has been playing more and more in the past 20 years. Interestingly, everyone’s answers are surprisingly consistent, and there is a relaxed attitude of "You guys have seen through the world of mortals for a long time, so what should you do?".

After synthesizing everyone’s opinions, I gradually figured out the root logic of China’s failure in football.

Before writing this reason, I would like to remind you that, unlike our industrial party, which always feels confident that there is a sea of stars in front of us, most people in the sports and entertainment circles are still a little sad. At least three people in the football circle have used the phrase "China football is the epitome of China society" with me.

But as far as I know, this sentence is wrong.

China football and China entertainment circle are not all the epitome of China. Accurately speaking, they are only the epitome of China’s negative energy. China football circle and entertainment circle are relatively deformed, and they are also deeply related to finance, real estate and other industries. Because the starting industry of money itself is not normal in China, it is not normal to reflect on them. If you want to compare China industrial circle with China entertainment circle, it will be another world.

Back to the main question, why did China’s football (mainly referring to the men’s national team) play so badly?

It’s just that the players who play football are not good.

Then why are the players not good at football?

To put it simply, the fastest growth time of football players’ personal level is in the period of teenagers, but the level of football teenagers in China is not good.

We all know that no matter what line of work, the best person must be a combination of "high talent and diligence", and both of them are indispensable. Moreover, whether it is sports or literature and art, high talent can be seen in adolescence, whether it is Go, piano, writing, running, singing, dancing, basketball, or even physics and mathematics, it is clear at a glance when you are a teenager.

There is a saying in the world of Go, "If you are not a national player at the age of 20, you will be hopeless all your life", which is the truth.

Yao Ming in his teens, James in his teens, and Lang Lang in his teens all showed super-high talent in their teens, and became an industry elite in their adulthood. No one did not show his talent and did not undergo cruel training after the age of 20, and then he suddenly became extremely awesome in a certain field.

Even Tik Tok online celebrity, who was hit by the Universiade, became popular because of one sentence and one thing, and often passed away quickly, because there was no talent to continue exporting.

Including myself, I have 20 years of writing experience to write articles, and I don’t suddenly write things. I started writing novels when I was in junior high school. Every morning, the whole class is waiting for my novel to be updated, and I will circulate it to each other every morning, and the cover of my notebook will end up like oil residue.

If the highest score of football players is 100 points, let’s assume that Pele, Diego Maradona, Cristiano Ronaldo and Messi have a total score of 95 points (fans don’t come to wrangle, thank you), then they should reach the level of about 80 points before they reach adulthood. The league will improve their level, but the space is not as big as expected. The league mainly plays a role in maintaining a high level.

The Super League is very prosperous, but it doesn’t improve the level of China men’s soccer team that much, because they were locked at the level of 50-60 points in adolescence, and the league will make them rise to 65-70 points, but the upper limit is too low.

The Super League is helpful, and we can also pull a group of people out of the league to bully the fishing club, but the Super League is not the core reason that determines the level of the national team.

When you look at the time when international football stars became famous and began to make achievements, they usually started around the age of 18. For example, Messi became famous at the 2005 World Youth Championship, when he was just 18 years old. The next year, Diego Maradona called him his successor. Cristiano Ronaldo also became famous at the age of 18. In 2003, he moved from Sporting Lisbon to Manchester United for 12.24 million pounds, because at this time their total score was very high and they began to dump our players in the same period.

Of course, we have some high-level and good prospects. Don’t believe any strange theories of race and culture. I said that it is hooliganism to talk about problems with culture. We can have talents from all walks of life. How can 1.4 billion people not have a football genius?

In fact, India also has all kinds of talents, but it is buried and there is no platform to play.

However, when our players are teenagers, they encounter two big problems, which make their level stuck in the low level range. One is the lack of excellent youth football teachers, and the other is the lack of a lot of opportunities for practice.

As mentioned earlier, a master must be a combination of "high talent+diligence". High talent needs guidance, or it will be ruined. For example, Yao Ming is a basketball family. This is no problem. Lang Lang studied with Professor Zhao Pingguo at the age of 9 and has always been supported by experts. If he was born in a bad environment, his road to fame would be a hundred times more difficult.

Many children in Beijing can get the top resources in the country after they are born. Being famous in Beijing means being famous all over the country. Therefore, a large number of writers and singers are likely to emerge in Beijing, while a child from Sichuan, Hunan and Shanxi is ten million times more difficult and has to work ten million times harder to reach the same height. Because he has no resources and platform, he can only bite his teeth and die.

Do you say that children in Beijing are born with better talents than those in Shanxi? I don’t believe it.

There has never been any real fairness in this world. We were born to overcome all kinds of unfairness.

By the same token, compared with foreign countries, our football players were led astray in their youth, because we were short of excellent youth football coaches.

Ali Shaw, a Dutch coach who worked in our national team, once said an argument:

"The success rate of youth football training is high, and 70% depends on the level of young football coaches."

The highest level a player can reach as a teenager is not far from his final destination.

Our coaching level from children to teenagers is very low.

Maurines, a Spanish coach, came to Shanghai Shenhua Youth Training Department to work. In an interview with diariosur, a Spanish media, he said that our youth training coach can only play strength and run, and he is very weak in training technical and tactical abilities.

About 20-30 years behind Europe.

Some of our coaches with C-level coaches or D-level coaches’ certificates can’t do a good job of passing the low flat ball with their arches. They can only teach their children to run and shoot, and Spanish children of the same age can already open the space to send a straight ball.

Our youth football coaches are not only of low quality, but also lack of talents.

Like Spain, with a total population of less than 47 million, there are as many as 15,000 coaches with UEFA A-level certificates, 84,300 in Japan, a leading Asian country, and 600 in Iceland, a country with a population of only 360,000, 400 of whom have UEFA B-level certificates.

In China, a country with a population of 1.4 billion, in 2018, there were only over 40,000 coaches registered with the Football Association, only half of that in Japan. There were 11,855 C-level coaches, 2,298 B-level coaches, 985 A-level coaches and 158 professional coaches who could teach children a little.

The number of A-level coaches in our population of 1.4 billion is only 6.6% of Spain’s population of 47 million. There is only one A-level coach for every 1.54 million people in Spain, and one A-level coach for every 3,133 people in Spain.

There are only six A-level coaches in a big city with a population of 10 million, while there is one A-level coach in a community in Spain.

How can you beat Spain?

If you want to beat them, the Spanish coaches should not be collectively angry.

Moreover, the salary of most grass-roots football coaches in China is 5000-8000 yuan per month, which makes people have no motivation to stay for a long time in first-and second-tier cities.

What makes China football change fundamentally is not how hot the league is held, but the emergence of a large number of excellent coaches covering the grass roots, so that these coaches can earn income to support their families and have room for promotion. Then, under the guidance of these coaches, talented children can become world superstars.

Only with Bole can a swift horse be selected and trained. Without Bole, China football would be completely blind.

Then why is China so good at table tennis, badminton, diving and weightlifting, but China football can’t copy their methods?

Because football is the most competitive sport in the world.On the whole earth, the competition of table tennis, badminton, diving and weightlifting is far less than that of football. The competition of football starts with dolls and is basically stereotyped by teenagers. It is necessary not only to be talented and let people pick it out, but also to practice with a large number of people.

Pay attention to this word, it must be "a large wave of people often play", not a small number of people who train hard like table tennis and badminton.

This involves the second problem of diligence in "high talent+diligence". This diligence is not an individual’s diligence, but a group’s diligence based on a large number of grass-roots clubs.

A large number of excellent grass-roots coaches ensure the selection and training of highly gifted children, and a large number of grass-roots clubs ensure the growth of children.

Let’s take Ronaldo as an example.

Cristiano Ronaldo’s father is equipment manager of Andorinha, an amateur football club (that is, a handyman), so Cristiano Ronaldo trained in this club at the age of 7. Because of his good foundation, he was signed by the best local national club at the age of 10. When he signed it, he only spent 22 footballs and two sets of jerseys. After three years of careful training, Cristiano Ronaldo won half of the team’s goals here and was later attracted by Sporting Lisbon. At the age of 13, Cristiano Ronaldo moved to Sporting Lisbon for 1,500 pounds and played at the age of 18.

Messi’s experience is similar. At the age of 5, he started playing football in amateur grass-roots clubs. His father was the coach and taught him personally. From then on, he was promoted to the old boys Club in Newell. At the age of 11, he needed treatment because of dwarfism. Newell dared not spend the money. At the age of 13, Messi was taken to the youth training camp in La Masia, Barcelona, Spain by coach KUKA, and he also got treatment opportunities. Since then, he has become famous in Barcelona.

In fact, Japan is learning from the model of "a large number of excellent coaches+grassroots amateur clubs" in Europe and South America, which makes Japanese football play stronger and stronger in Asia.

Reporter Miao Yuan once interviewed Japanese youth training coach Chiba Taishin, who used to be a professional player and worked as a youth training coach for 20 years after retiring. According to his reaction, many football teachers in Japan are volunteers, playing with their children when they were young. In junior high school, children can train three times a week and play once. In middle school, Japanese football will form a three-legged team, a social team and a professional echelon, with a large number of campus and social players. The level of the top 32 social teams in China is close to professional.

In the 12-15-year-old echelon of professional teams, only 1% of the outstanding talents are selected from these teams. Because there are a large number of grassroots units, excellent seedlings come up.

Chiba Taishen also said a very important point: children should master basic football skills at the age of 10-12, and improve their understanding of football after the age of 12, and combine skills with football understanding.

I doubt very much how our scarce football coaches, and most ordinary coaches, can make our children in China master basic football skills at the age of 10-12.

With grass-roots clubs and enough students, we have to let them fight at this time.

An interesting point is that the vast majority of football powers in the world are actually not vast countries, and the football level of countries with large areas is actually not outstanding, like that of China, the United States and India.

Why is it easy for a small country to practice strong football? It is because regional confrontation can often be organized without making the young players so tired.

Even in countries like England and Italy, which we don’t think are so big, teenagers and Italian C try their best to compete in different districts. When amateur clubs compete, the driving distance is guaranteed to be within one or two hours, so as to try to go and return on the same day without wasting everyone’s time and energy on the bus.

An hour or two’s drive is too extravagant for China. In the past, it would have been enough for Shaoyang to drive to Loudi to compete. Even if there is a high-speed train now, we have to change trains when we get off high-speed railway station. Our Shaoyang team wants to pick Changsha, and it will take four or five hours to change trains, so the little players will be exhausted.

Therefore, it is best to divide a province into several small areas, so that young people in small areas can confront each other more, and let them experience the beatings in the world and the pressure and happiness of growing up from an early age.

Then some people may object to this view and say Brazil? People are as big as Brazil, and a state is quite a country in Europe. How can people do so well?

Brother, Brazilians are actually suffering. It took them nearly 50 years to complete the national league, and it was only in the 21st century that they made their living mainly in coastal states, relying on state leagues. Small-scale regional confrontation is the basis for their talents to flourish.

We look at how the world’s football powers have risen, and soon know where the main vein of football development lies.

After the World War II in Germany, Herbega, the coach director of the Football Association, planned to "train 100 excellent coaches first, teach 100 people for every one, and train 10,000 coaches."

Ten years later, the Federal Republic of Germany won the World Cup in Switzerland in 1954.

Up to now, Germany has turned the German Football Association into the largest single sports association in the world, with 24,481 clubs, 145,000 teams and 7.17 million registered players.

But among the 7.17 million registered players, only 1,500 people finally make a living in this line. These 1,500 people are really one in a million.

So how can China beat the Germans?

If you want to beat them, German coaches should not be collectively angry.

By the way, the salary of German youth coaches is five to ten times that of ordinary people. Think about the salary of China youth coaches of 5,000 to 8,000 yuan, which is really invisible. That’s why youth coaches try to ask for bribes from players.

Let’s take a country with small boobs as an example to see how Icelandic football has become strong. The case of this country is more representative.

Iceland has a population of 330,000, so it’s normal that people can’t beat others. All of them have to go to work, and the weather is cold. There are few football fields in China, so it’s difficult to get a team out. Everyone understands, but the Icelandic Football Association has made great efforts to strengthen itself. In 2000, it began to build nine large indoor football stadiums all over the country, and every school and village also built football fields. By 2015, a total of 179 standard football fields and 128 football fields were built.

Moreover, since 2000, Iceland has trained 600 professional football coaches like crazy, 400 of whom have the UEFA B-level coaching certificate, which is equivalent to one professional coach for every 100 young men of the right age. In addition, due to the small space, they can often be pulled together to engage in confrontation, and the level has risen steadily.

By the European Cup in 2016, the Icelandic team began to make achievements, with two draws and one win in the group stage, killing England in the quarter-finals and successfully reaching the quarter-finals.

Think about what it would be like if China could reach the quarterfinals of the European Cup.

But it took Icelandic people only 16 years.

So you see, as long as we start from the roots in a down-to-earth manner, we can start football.

Therefore, everyone should understand a truth. In the most competitive sports subdivision industry in the world, football must start with dolls, and there must be a large number of amateur bottom clubs+youth leagues+fierce confrontation in small areas+a large number of excellent grassroots coaches, and then an excellent adult top league and an excellent national team can be established.

The result of the national team is the final result, and the national team is not the cause of the matter.

Then why is the foundation so poor? The Super League has been quite lively in the past few years, and even won the AFC Champions League?

This question is relatively simple.

The Super League looked prosperous in the past few years because of its interests.

Many companies go to the Super League, and their purpose is not football at all, because all football clubs in China are losing money. The poor income of Chinese football clubs is simply not enough to plug their teeth, but how can they do business at a loss?

This is the same as opening a five-star hotel. I usually love to explore the business model and find that most five-star hotels in China are unprofitable. Hotels that invest 10 billion yuan can earn up to 100 million yuan a year, and the input-output ratio is too low, and most of them are still losing money. Five-star hotels in Shaoyang are extremely well built and the cost is so high, and there are few guests at all. I don’t know how they maintain it. It is a bad business here.

It was not until later that I learned that a five-star hotel is actually a part of the infrastructure. If you build a five-star hotel, the local government will try to make it up for you in the land or other places, so that you can earn money from other places.

Chinese football clubs also mean the same thing. Bosses vote for football mainly to earn money from local governments, finance and other places, but they are not interested in football.

So you asked him to spend ten years building a youth training system. How could he have this idea? I don’t even know where it is five years later. I’m crazy. Why did I invest so much money to build a youth training system?

If the boss insists that I build an echelon, then I’ll just build an inspection to cope with it. Anyway, we can’t do a ten-year talent training plan that consumes money and energy.

Therefore, in the first year when Lippi coached the national football team, he reflected that China professional clubs didn’t even have a complete echelon construction. How many years have it been?

A senior person in the sports field told me that when Jiangsu Suning scored well, Jiangsu Sports School directly gave the echelon to Suning, and then Suning directly dissolved it.

You can pay attention to one thing. Chinese football clubs especially like to smash foreign aid with deep pockets, but they don’t train local young players. First, because it is easy to make achievements, they can quickly smash an AFC Champions League with money and get recognition from the top. Second, buying directly in the peripheral market, large transactions can generate huge amounts of money flow, and everyone in this link, from the general manager, translators, brokers and coaches, is eager to get kickbacks.

Since in China, the club can’t build a youth training echelon for his special motivation, why can’t we learn from South America, Europe and Japan, and build a large number of amateur clubs at the bottom? Let China players raise their level to 75-80 points when they are young, and then keep a high level in the league. How many stars with 85-90 points are there?

This problem is much more complicated, and it involves more economic chains.

If we compare Japan and Germany, we lack a large number of well-trained excellent coaches, and we can’t keep these people struggling in their posts for decades, and a football market has not formed.

If we compare South American countries, we lack a large number of volunteers. Many parents in South America are free volunteers in amateur clubs. They have fun by themselves, and they also take their children to play together. They can often play all night on the court.

These two points are difficult to achieve in China.

Training a large number of excellent football coaches requires a long-term 10-year plan, which requires administrative power. After the training, these people have to be prevented from changing careers easily, and there is a shortage of volunteers. In fact, parents in China are very busy, and they are not on the same level as Europeans, Japanese and South Americans.

China is now the fastest-growing economy in the world. Everyone needs to keep up with the big forces economically and make a determined effort to earn money. Because if the class leap cannot be achieved now, it will be several times more difficult for the later generations to achieve it. Everyone is working hard to earn money. Where can they spare time to volunteer at the football field?

Therefore, we can make a comparison. Either developed countries have perfect wages and benefits, or South American countries, whose economies are flat and often harvested by the United States, have perfect amateur clubs at the bottom, and such clubs are not for profit. China is now in a special historical stage. Many people have just become urban citizens from rural areas, and a large number of high-quality young people are still seizing emerging jobs such as the Internet and finance. They are all buying the first car and the first suite in their lives and have no time to participate in football grassroots projects in person.

Everyone has the opportunity to change their destiny, and it is not football’s turn to grab time for the time being.

I think that if China’s economy stagnates one day or becomes a developed country, football will be much better than it is now.

You may be tempted to ask, then why did China’s football and basketball, which were good in the past, fall into this state now?

Because it used to be a national system, this system has been scolded for decades in my impression, and it has produced many drawbacks, saying that it is a waste of people and money, which is the wrong way of socialism in the past, but in fact, the national system also has its excellent side. In the past, good players were actually selected from sports schools at different levels and then practiced hard behind closed doors. In 2002, that wave of players was actually the last performance of players trained by the national system.

After that wave, the level of players became worse and worse, because the old system was overturned, but the new system was not established, and the bottom-up basic population such as South America and Europe was not established, so they played worse and worse in the past 20 years.

It is not anyone’s fault that a new system has not been established, but it is decided by the stage of China’s times.

We have seen that some small countries, such as Qatar and Viet Nam, can often abuse the men’s soccer team in China. In fact, they have just set up a team with a little meager funds, and the government has stepped forward to set up a youth training center, which has achieved results in a long time.

The children in China, without government organization, received expensive and wrong guidance in their teens, but after the technology was formed, they couldn’t play with the small professional guidance.

It’s a bit like people are using the national system that we don’t use to attack the unhealthy market system that we haven’t formed.

Of course, because this country also lacks the bottom operating system in South America, it can only bully China at most, and it is very difficult to go any further.

"Usually our poor youth football population is just making up the numbers." A big shot in the circle sighed and said this to me.

In fact, in all areas of deep competition, the sports circles in China have encountered the same problems as football.

For example, in basketball and volleyball in China, the results are getting worse and worse. Only the middle of the women’s volleyball team was saved by Lang Ping. That’s because the competition of women’s volleyball in the world was not so fierce. Lang Ping saved a group of teenage girls in time and caught up with them through a lot of hard training.

If nothing unexpected happens, the three major events in China, regardless of men’s and women’s events, are all due to the fact that the new system was not established when the old system was transferred to the new system, which is an inevitable historical trend.

The former China Women’s Football Team, the 2002 China Men’s Football Team, and the former Yao Ming, Wang Zhizhi and Li Na were actually trained from the old system. They were the beneficiaries of the old system. Now the new system has not been built, and China’s special historical stage has made the three goals worse and worse.

Those leagues that look like red fire can’t hide the failure of our construction at the bottom of this fierce global competition.

Finally, give some advice to China football:

1. Learn from Germany and Iceland, establish a football coach training system, and strive to have thousands of professional coaches in each key city.

2. Through market-oriented operation, these coaches are guaranteed to survive and stay, and there is still room for salary increase. (This is the hardest)

3. Without thinking about doing a good job in football all over the country, we should set aside one or two key provinces, decentralize coaches in these provinces, divide these provinces into different small regions, and launch fierce youth leagues in each small region. If possible, it is best to set up three teams, such as youth training centers, youth training points of football associations and cooperative schools of clubs, like Germany, to select outstanding talents from them.

4. Choose a leader with a long term for about ten years, and be patient to do it.

If it really doesn’t work, it’s ok to engage in the previous youth training system.

Of course, in fact, football is a sport and entertainment, and it is not so important in essence. As I said before, "earning money to support the family is actually much more technical and more practical than sports competitions." Now our country focuses on aerospace, the belt and road initiative and the prosperity of the whole people. Compared with football, football is really insignificant. No matter how well you play it, there is no chance to raise your head and speak in the face of the powerful economic and technological gap.

If football scores can be exchanged for the improvement of the living standards of the whole people, I believe that people in Brazil’s slums must raise their hands in favor.

We have a wider sea of stars and dust, and we can take it slowly in the back.

According to the present situation, football in China may still linger for a while, but it doesn’t matter. The best chance to plant a tree was ten years ago, and the second best chance is now.

On November 4th, the Shenzhen team will face the final match with Beijing Guoan at home. Today, the coach team leader Xiang Jun and player Hu Jiajin attended the pre-match press conference and introduced the team’s preparations.

Talk about preparing for war

I’m glad to be back at home. No matter what the team’s achievements are now, it’s very exciting to finish the last game of this year with the support of the home fans, and the team will go all out to dedicate a wonderful game to the fans.

Tomorrow is the 14th game you coached this season. The results of the first 13 games were 1 draw and 12 losses. Will it be a pity that you didn’t win the next game?

As a coach or any player, every game is prepared with the goal of winning. There may be some other objective reasons for not winning, and the result itself is regrettable, but we all go all out to prepare and hope to achieve the desired goal as much as possible.

During the preparation for this game, did you tell the players how to say goodbye to the fans after the last game of this year, and was there any special ceremony?

For the interaction between players and fans after the game, I think it should be more impromptu or temporary. We can’t do rehearsals outside of football tactics, and our attention is still focused on the game itself.

Hu Jiajin spoke.

Although the team has been relegated, tomorrow is the last Super League game of the season, and there will still be many fans supporting us. We will definitely try our best to win this game and give the fans an explanation.

In the ongoing medical anti-corruption storm, the case of the dean of a hospital in Zhongshan, Guangdong Province is impressive: the amount involved in the corruption of the dean is more than 29.8 million yuan, and the related kickbacks and inflated drug and equipment prices are included in the medical cost, which directly leads to the people’s "difficulty in seeing a doctor" and "expensive in seeing a doctor". After the dean was arrested, the average outpatient and inpatient expenses in this hospital decreased by 16.6% and 21.4% from January to May this year, and the per capita medical cost decreased by more than 1,400 yuan.

The reason why this medical anti-corruption storm has received such extensive attention is because the people are worried that these corrupt funds, which are often tens of millions of yuan and hundreds of millions of yuan, will eventually be passed on to themselves through excessive medical care. Medical behavior is professional and has high barriers, so ordinary people have no ability to identify whether they have been overtreated. It is precisely because of the lack of recognition ability that ordinary people may transfer their anxiety and resentment about excessive medical care to every doctor they come into contact with, resulting in innocent doctors being implicated.

The cancer of the industry of over-medical treatment did not happen in a day, and the country’s efforts to cut this cancer did not start today. In 2017, the reporter followed the former National Health Planning Commission to investigate the local medical reform in Lufeng County, Yunnan Province. The reform in this county has enabled doctors to increase their income by saving money for patients. A deputy chief physician interviewed by the reporter at that time had a monthly salary increase of about 50%. At the same time, the average hospitalization cost in Lufeng County was 3,308 yuan, which was 446 yuan lower than the provincial average.

This reform focuses on the payment method of DRG(Diagnosis Related Groups). DRG refers to classifying patients into disease groups according to clinical similarity and resource consumption similarity, and making medical expenses standards for payment in groups.

At that time, Lufeng County People’s Hospital established 294 disease groups, covering 26,029 disease diagnoses. For example, if the cost of a certain disease group is 5,000 yuan, then the medical insurance department will pay 5,000 yuan to the hospital for this disease group. If the patient only spends 4,700 yuan on treatment, the balance of 300 yuan will be controlled by the hospital. If it costs 5,300 yuan, the excess 300 yuan will also be paid by the hospital. Under this payment mode, the hospital has become the cost controller, from the original "asking me to control fees" to "I want to control fees", avoiding excessive medical behaviors such as excessive inspection and indiscriminate use of drugs.

In addition, in order to prevent hospitals from "cutting corners" in the process of medical services in order to increase income, at that time, the medical insurance department of Lufeng County stipulated that the balance rate should not exceed 7% of the medical expenses standard, and the medical insurance department that exceeded 7% would recover it. The medical insurance department also reserves 3% of the "export", that is, the top 3% patients with the most expensive medical expenses in each disease group are reimbursed by project, which is not limited by the DRG payment standard, so as to dispel the doubts of doctors in treating incurable patients.

DRG payment method originated in the United States. In 2019, shortly after the establishment of the National Medical Insurance Bureau, it began to promote the reform of DRG payment method in more than 30 cities across the country. Due to the complexity of China’s national conditions, while promoting DRG, China has developed an original DIP payment method reform, which was piloted in 71 cities across the country in 2021. Although the two are different in specific operation, the underlying logical thinking is the same: let the hospital become the cost controller and control the excessive medical treatment from the root.

According to relevant documents, from 2022 to 2024, China has fully completed the reform of DRG/DIP payment methods. By the end of 2024, all medical insurance co-ordination areas in China will carry out the reform of DRG/DIP payment methods, and start the pilot areas in advance to continuously consolidate the reform results; By the end of 2025, DRG/DIP payment will cover all eligible medical institutions that provide hospitalization services, and basically achieve full coverage of diseases and medical insurance funds.

The reform will certainly touch the interests of some people. At present, the ongoing medical anti-corruption storm is precisely the severe rectification of illegal interests. While focusing on "key minority" and key positions, the anti-corruption storm also covers the whole chain of production, circulation, sales, use and reimbursement of the pharmaceutical industry, as well as the entire pharmaceutical field. It is expected that with the comprehensive promotion of reform and the crackdown on corruption, there will be no hiding place for over-medical treatment. Only in this way can we really protect angels in white and make the doctor-patient relationship return to purity.

Liu Changrong Source: China Youth Daily

Source: China Youth Daily

When Zhang Yufei was the first to finish the 50-meter butterfly final in 25.10 seconds, a few minutes later, Qin Haiyang also won the men’s 50-meter breaststroke in 26.35 seconds, which was the 100th gold medal of the China delegation in this Asian Games.

Although Zhang Yufei’s original dream of 7 gold medals failed to come true because the result of the women’s 4× 100m medley relay was cancelled due to a foul in the preliminary round, Zhang Yufei, who holds 6 swimming gold medals, is still a powerful battle for the most valuable athletes in this Asian Games.

Behind Zhang Yufei, the new frog king Qin Haiyang-he won 5 gold and 1 silver in 6 events, becoming the male athlete who won the most gold medals in the Asian Games at present.

Poster design whitewater

Behind them is the eye-catching report card of the China swimming team-the day before the closing day, the China swimming team tied the best record in the history of the 2010 Guangzhou Asian Games with 24 gold medals, and when the swimming events of the Asian Games closed, the number of gold medals climbed to 28.

Behind the "purchase mode" of all members of China Swimming Team is the support and guarantee of every detail.

Zhang Yufei wept with joy after winning the gold medal in the 50-meter butterfly.

Polishing the details and warming up.

In the Asian Games, whenever there is a player from China, the physical fitness coach Charlie will pat the muscles of the athletes to help them get excited quickly.

This is the most common action in swimming competition, but the surprise brought by Li Li to the swimming team is not limited to these.

Since former synchronized swimming world champion Cherie joined the China Swimming Team as a physical fitness coach, she has always practiced dancing before each water class. This is an activation training specially designed by Cherie and described by Zhang Yufei as "forced starting".

Yan Li (in white) leads the China swimming team for physical training.

Compared with the unique warm-up session, the more important content that Charlie brings to the swimming team is the emphasis on core strength.

Yan Li once explained in an interview with The Paper:"There are similarities between flower swimming and swimming, but the swimming team pays more attention to strength, and some details on the water will be vague, or they have not been carefully trained, so the flower swimmers can provide some help in this respect."

Qin Haiyang displayed the gold medal.

Swimming is not only a test of individual ability, but also a sport that reflects the strength of science and technology. How to help athletes improve their level through science and technology, Xinhua News Agency has given such a detail in its report:

In the Shanghai Sports Training Base Management Center (Green Boat Area), a mirror was specially installed under a swimming lane in preparation for the Asian Games, so that athletes can see their underwater movements during training.

In addition, tank training, underwater 3D camera and artificial intelligence technology, 360-degree holographic imaging system and other advanced equipment are all integrated into daily training, and data has become an important reference for athletes and coaches.

Coach Cui Dengrong, who instructed famous players such as Zhang Yufei and Qin Haiyang, said: "In this ever-changing era, only by constantly innovating training methods and concepts can we conform to the development trend of modern competitive sports and walk at the forefront of the world."

When the correct concept and cutting-edge technology meet swimming, the result is also obvious-Five years ago, at the Asian Games in Jakarta, China and the Japanese kept neck and neck and each won 19 gold medals. At this Asian Games, China Swimming Team won 28 gold medals, which set a new record in the history of the Asian Games.

"Thank you, folks"

From Guangzhou to Hangzhou, the host status undoubtedly has a natural psychological advantage for athletes, and Ye Shiwen, who participated in the Asian Games again after nine years, felt the deepest feelings.

"Every time I play, everyone cheers for me loudly, and I can feel that I am not fighting alone and being so favored." Ye Shiwen, who won the women’s 200m breaststroke championship, said with emotion after the game.

Similar to Ye Shiwen, Wang Shun also thanked the "hometown folks" frequently after the game. On the evening of September 24th, Wang Shun swam 1 minute 54.62 seconds in the 200m medley, which not only won the championship, but also set a new Asian record.

Qin Haiyang won 5 gold and 1 silver.

After the game, he said: "This month has been very difficult. Thanks to the team, the mentality is like a roller coaster. There are ups and downs in training and sometimes it collapses. I didn’t expect to break the Asian record in the end. Today’s performance exceeded expectations, and I thank my hometown folks for their support. "

Zhang Yufei also revealed after winning the women’s 100m butterfly gold medal that the Hangzhou Asian Games was the first time for her grandparents to watch her own competition on the spot, and she was even more excited to cry after the game.

When the family watched the game on the spot and the audience gave the warmest cheers, the China Swimming Team not only broke the competition record for many times in Hangzhou, but also created six Asian records.

Zhang Yufei and Japan’s Chijiang Rihuazi hugged each other and cried after the game.

The security is getting more and more perfect, and the security is getting richer and richer.

It is not only the atmosphere at the scene that makes athletes very excited, but also the guarantee from all sides that gives athletes more confidence in their outstanding performance.

Before the competition, Qiu Peihuang, director of the venue construction department of Hangzhou Asian Games Organizing Committee, revealed: "In this year’s operation, no new tap water has entered the swimming pool so far."

Qiu Peihuang said that this is due to the world-class water treatment technology adopted in the museum. A drop of water has to go through seven passes, and the water quality fully meets the international competition standards.

In addition, the security forces from the society are becoming more and more perfect.

Take insurance protection as an example. On the occasion of the Asian Games, China Pacific Insurance customized an exclusive insurance protection scheme for the "Pacific Blue Team", providing insurance coverage with a total amount of more than 830 million yuan, mainly covering accident insurance liabilities such as accidental injury and acute medical care, emergency rescue and flight delay, and providing two health insurance guarantees: supplementary medical care and millions of medical care. Zhang Yufei and Qin Haiyang are the "Pacific Insurance Service Experience Officers" of the Asian Games.

China Pacific Insurance organized a delegation to watch the Asian Games. Wang Xinyu

In order to make Zhang Yufei and Qin Haiyang have no worries, China Pacific Insurance also set up a family doctor’s studio to provide long-term and active health management for their families, so as to fully protect the health needs of athletes and their families.

On the last day of the swimming competition, China Pacific Insurance also organized an Asian Games watching group to cheer for the athletes on the spot.

It is the first time for Ms. Xu to cheer for swimmers on the spot. When talking about her feelings, she said, "This is the first time for me to watch a swimming competition on the spot, which is very different from watching it on TV! The atmosphere at the scene is particularly good and passionate. I am very excited to see Zhang Yuxi win the championship. She is also a member of our Pacific Insurance’ Pacific Blue Team’ and I am very proud! "

When the slogan "Come on, Zhang Yufei" and "Qin Haiyang will win" appeared in the Asian Games, the support for athletes from all sectors of society was condensed behind it.

Indeed, when the correct ideas, cutting-edge technology, cheers from the home audience and support from all sectors of society are all United, China athletes naturally have more confidence.

"The cold winter is passing, but the era of passive growth is over. Only high-quality and strong brands are the core guarantee for crossing the cycle in the stock game market."

Jiang Nanchun, the founder and chairman of Focus Media, spoke of the challenges faced by enterprises in the post-epidemic era.

The year of 2023 is a year of seeking certainty in uncertainty and a year of seeking to break the situation in change. Where are the opportunities for brand innovation and growth in the future?

The 2023CiE Beauty Innovation Exhibition, which is in full swing, has invited 100+ industry coffees to deeply analyze the latest trends of beauty through various special activities such as marketing innovation forum, raw material innovation forum and channel growth forum, so as to help enterprises seize the opportunities.

Raw materials:

Exclusive raw materials are the strongest "weapons"

"All major fields are paying more and more attention to the upstream of the industry and research and development. The’ stuck neck’ problem in the cosmetics industry is the innovation of raw materials. China’s innovation in raw materials has great room for development." Deng Min, founder of CiE Beauty Innovation Exhibition and chairman of Pinguan, said the importance of raw material innovation.

In fact, many enterprises have also become strong competitors in the cosmetics market with their own "exclusive raw materials".

Wang pu, General Manager of Shanghai Youren Biotechnology Co., Ltd.

Wang pu, general manager of Shanghai Youren Biotechnology Co., Ltd. said that various product concepts are popular in the skin care market. "But no matter how the market wind changes, safety and efficacy have always been the constant pursuit of consumers." Based on this judgment, Shanghai Youren cooperated with Japan Osaka Active Collagen Innovation Joint Laboratory to launch the "Transdermal Micro Collagen Essence", which focuses on anti-aging effect and is also safe.

As one of the well-known enterprises in the field of collagen, Duan Zhiguang, senior vice president and R&D director of Giant Bio, also shared the development history and efficacy research progress of Giant Bio in the field of recombinant collagen. He pointed out that "recombinant collagen can be used in biomedical materials, dermatology and skin care and beauty, and it is safer and more effective than animal collagen."

In order to establish core barriers, some brands choose to cooperate with raw material suppliers or colleges to develop exclusive raw materials. A typical example is Youshiyan, an anti-aging brand specializing in Chinese skin. According to Du Le, the founder, Youshiyan cooperated with Zhejiang University to develop Gravi-A, a retinol combination anti-aging ingredient suitable for Chinese people, and launched a series of anti-aging products such as "black gravity" essence.

In addition to the "anti-aging" track, "precise skin care" is also a word frequently mentioned by speakers.

Mei Hexiang, the founder of Fortu Medicine and Chapter 14, pointed out that to achieve accurate skin care, we need to have seven elements-accurate insight into the needs of consumers, accurate identification of target pathways, accurate screening of synergistic effects of active ingredients, accurate delivery methods of dosage forms, objective verification of large samples and multi-centers, adverse reaction monitoring, and accurate delivery mode.

Mei Hexiang, founder of "Futu Medicine" and Chapter 14

Li Junxiang, deputy director of the Aging Science Innovation Research and Development Center of Yangtze River Delta Research Institute in Tsinghua, Zhejiang Province, believes that there are still four difficulties in the field of functional skin care: it is difficult to analyze and identify, it is difficult to identify functions, it is difficult to design accurately, and the cost of trial and error is high. Bioinformatics, computational biology and synthetic biology have become the latest biotechnology solutions for functional skin care active ingredients.

Wise men think far and seek deep. In recent years, more and more attention has been paid to green sustainable development. Sun Ling, business director of Fenmeiyi Fragrant Raw Materials in Greater China, said that Fenmeiyi has always taken "sustainability" and "high transparency" as its core values. Wang Ruiyan, director of research and development management of biological bioactive substances in Huaxi, also pointed out that green cosmetics featuring natural environmental protection are becoming a global trend. "We develop synthetic biology, that is, to innovate cell factories, develop green bio-manufacturing and produce six categories of bioactive substances to help peak carbon dioxide emissions and achieve the goal of carbon neutrality."

New products:

Exclusive formula/black technology becomes standard

In this CiE Beauty Innovation Exhibition, companies have brought new products to the show, and many brands also use the exhibition as a competitive platform for the first show of new products.

At the new product launch conference, Mibel not only invited famous experts and scholars to discuss the sensitive skin care market in depth, but also released a new product "3A Purple Essence". According to reports, this product adopts the exclusive patented technology ECT- HA of Mibel, and the essence of Yuefuning and Black Rose to achieve defensive and anti-aging. It is a rare A alcohol essence available for sensitive muscles in China.

Mibel’s new product "3A Purple Essence"

Dr. Ling, a scientist brand specializing in dry skin anti-aging, made a heavy appearance with "one new technology and two new products". According to reports, "full molecular weight hyaluronic acid technology" can fundamentally solve the anti-aging problem that traditional hyaluronic acid can’t solve, and two new products, "Dr. Ling’s light eye mask (pilot’s eye mask)" and "Dr. Ling’s light and compact double extraction essence", have created a new era of effective anti-aging for dry skin.

In the innovation exhibition, there is also Zhang Yuya who "shows muscles" in a high-profile way. According to reports, Zhan Xiya created the high-permeability delivery technology of Polypeptide based on the intelligent targeted supramolecular technology platform, which can guarantee the activity of polypeptide, realize accurate delivery and multi-dimensional anti-aging. The transformation result of this technology-Zhaneya’s "4-dimensional light lines" series also shocked the appearance, which is said to solve the problem of skin aging from the inside out.

Zhan Xiuya’s "4-dimensional light pattern" series

As an innovator in the category of beauty tools, Jiuhao Jiapin shared its innovation in intelligent and automated production of beauty tools and research and development of new products. According to reports, Jiuhao Jiapin’s original powder puff raw materials create a special research formula, with more than 20 patented products, and has created a number of best-selling explosives such as 9++Rubycell air cushion powder puff and lotus root velvet powder puff.

Category:

Abandon "Big and Complete" and Focus on "Small and Beautiful"

Timely understanding and insight into the trend of the global cosmetics market means that enterprises can ride the wind and get twice the result with half the effort.

With the rise of the "ingredient party", ingredients with efficacy have become the standard for young people to buy skin care products. At the data trend forum on February 22nd, Xu Hong, the partner of Beauty Practice, released the "TOP30 list of effective ingredients in 2022", and nicotinamide, sodium hyaluronate and Centella asiatica extract ranked in the TOP3.

Xu Hong, partner of beautiful practice.

"The rankings of these three classic ingredients have not changed much, and they are’ evergreen trees’ in the ingredient world. Xu Hong pointed out that in recent years, there have also been some new phenomena, such as the soaring popularity of olive ingredients, the continuous fiery heat of plant ingredients, and the popularity of new raw materials, among which psoralen is highly concerned.

Du Lei, deputy director of beauty and personal care research at Mintel, shared three major trends of beauty and personal care in 2023 from a global perspective: first, the development of beautiful prescriptions, that is, communicating with consumers in a scientific and transparent way to meet their individual needs, such as a Newpage; The second is the advanced self-care, that is, to provide consumers with products with rich sensory experience and enhance their sense of self-care, such as Amore Pacific’s brand Longtake；; Third, the interactive mode is rejuvenated. Offline retail is no longer just a place to sell goods, but needs to be fun, such as Harmay’s plum blossom market.

According to Lin Kaizhuo, the founder &CEO of Shanghai Language Analysis Information Consulting Co., Ltd. (users said), there will be five categories of opportunities in 2023: essential oil, body cleansing, beauty tools, men’s make-up and travel/experience clothes, as well as four hot trends: pure beauty, precise skin care, skin barrier, multi-effect integration, and three development opportunities: minimalist skin care, aromatherapy, and so on.

Lin Kaizhuo, founder and &CEO of Shanghai Analytical Information Consulting Co., Ltd. (user said)

Huang Keming, a senior analyst of Xieshu Consulting, deeply dismantled the gameplay and highlights of various e-commerce platforms through data. She pointed out that Tmall is still the main platform for consumers to buy beauty cosmetics, and the decline of makeup is obvious, and skin care has entered the stage of stock competition. "On the product side, before the economy recovers completely, brands can pay attention to the track they just need, abandon’ big and complete’, focus on’ small and beautiful’, and achieve overtaking in corners in terms of sub-categories and personalized needs. "

In the era when face value is justice, a good product cannot be separated from eye-catching packaging design. Huang Xiaojing, strategic director and partner of YANG DESIGN, analyzed the design trend of cosmetics packaging in China in 2023 from an aesthetic perspective. "With a huge amount of information and burnout, young consumers are eager to find emotional outlets. Packaging design should pay attention to the same frequency of senses and emotional resonance, and fight against mediocre daily life with sincere poetic beauty."

Marketing:

"Point-line-surface" combination to play a good combination boxing

Under the epidemic situation, enterprises are struggling, but there are still many brands growing against the trend. For example, Kwadi, a brand owned by Huaxi Bio, has become a domestic brand with annual sales exceeding 1 billion in three years.

The person in charge of Quadi brand believes that products are the soul of the brand, and at the same time, it also needs innovation in marketing, "opening the channel between product creators and consumers."

Quady brand managers are numerous and complicated.

Branches with multiple identities share the secrets of how to use the IP of the manager to incite the new growth leverage of brand retail: one is sincerity, and the other is being yourself. "Sincerity is always a killer skill." She said that when sincere communication with fans and sharing within their capabilities benefit them, the brand will have growth points and opportunities to incite traffic.

As the originator of the beauty and skin care ingredients party and the best-selling author of beauty, Kenjijoel believes that beauty experts are actually the influencer of a decision, and professionalism and deep cultivation of vertical fields have become the basic requirements. Creating personal IP and stalk-making ability to gain the resonance of consumers is the key to finally get traffic.

In addition to empowering brands with personal IP, bilibili and Xiaohongshu are also new heights for the rapid growth of beauty care brands.

Xu Qianya, senior director of the marketing center and FMCG industry, pointed out that brands can link young consumers and convey brand opinions and attitudes through three ways: brand rejuvenation, IP co-creation, and planting grass to bring goods, so as to gain the value recognition of the Z generation.

Qian Yue, director of South China Beauty Care Industry of Xiaohongshu Commercial Company, took three brands, namely corlorkey Laqi, Estee Lauder and Nature Hall, as examples to tell the whole story about how beauty brands play in Xiaohongshu. If you want to "grow" a good product in Xiaohongshu, you need to follow the "IDEA methodology", that is, Insight (insight into product opportunities), Define (define product strategy) and Expand (breakdown category track).

Qian Yue, Director of Xiaohongshu Commercial South China Beauty Care Industry

For a long time, big promotion is an unavoidable node in brand marketing strategy. In this regard, Millennium reminds that it is no longer feasible to invest only in the small red book in the form of pulse of large nodes in today’s market. "Only by relying on the daily marketing accumulation throughout the year, combined with the combination of pulse-burst of big promotion nodes, the full-link marketing of’ point-line-surface’ can help the brand grow in a long-term manner. "

In addition, He Ling, Marketing Director of Wanmei Mobile in China, shared a new paradigm of empowering online sales of beauty cosmetics with Meta-Universe AI/AR technology. He Ling pointed out that the Meta-Universe is still in a booming stage in China, and Play Beauty Mobile can provide consumers with a real digital AR virtual makeup online shopping experience through AgileFace? face detection and tracking technology, thereby enhancing the sales transformation and revenue of platforms or brands.

Channel:

Change from "managing goods" to "managing customers"

With the recovery of the market and the rising of fireworks at the consumer end, how should the channels be adjusted? In the channel growth forum, leaders from different online and offline formats and different tracks in the public domain and private domain shared their business ideas from many dimensions such as store design, product selection, customer maintenance and private domain.

It is the consensus of many speakers to build "people-goods-field" based on the needs of consumers.

As the "benchmark" of beauty chain stores, Wu Qinglin, the founder of Merrill Lynch Beauty, shared the internal logic of the company’s growth. The key is to insist on choosing products from the perspective of consumers and change from "managing goods" to "managing customers". "You think that good things are not easy to sell, and ordinary things are easy to sell, which means that your aesthetics, consumption concept and level are different from those of young people." The way to break through the beauty of Merrill Lynch is to understand the needs of consumers, select bar codes and increase the purchase volume of single products.

Wu Qinglin, founder of Merrill Lynch Beauty Cosmetics

Grace Cheng, director of brand development of HARMAY Huamei, also holds the same view. In her view, Huamei reconstructs the "people-goods-field" of beauty retail with new operational logic, and creates a differentiated and recognizable store image on the basis of selected products, "all in order to better meet the needs of young consumers, including skin care demands and spiritual needs."

Grace Cheng, Director of Brand Development of HARMAY Huamei

Meituan flash shopping, which captures young consumers with "30-minute delivery", has become one of the fast-growing new retail channels. Zhu Lin, the person in charge of the beauty care of Meituan Flash Shopping, said that the consumption habits of young people have changed, gradually shifting from planned consumption to instant consumption. "This means that instant retail will play an increasingly important role in daily life."

Nowadays, the importance of online channels is becoming increasingly prominent. Chu Qingge, an expert on beauty products from afar, pointed out that with the simultaneous promotion of technology, supply, demand and policy, the scale of the live e-commerce market is expanding, and it is estimated that it will be nearly 500 million yuan in 2023. In this fast-growing track, beauty occupies an important position. "The future growth point of domestic beauty may be hidden in live e-commerce."

Brandy Wang Xingran, the manager of the Goddess Group, who is good at private domain operation, gave her own suggestions on how to build a private domain community with high customer unit price. She said that the core of the community is nothing more than two major factors: IP staffing and trust. "The head of the team should first establish his own staffing, and then consider how to sell after-sales, not only to effectively solve problems, but also to make consumers feel satisfied and surprised."

e-commerce platform

Aauto Quicker, JD.COM and Pinduoduo collectively sought change.

The trend of beauty e-commerce platform largely determines the success or failure of beauty online business. What are the innovations in the e-commerce platform in 2023?

"The biggest change this year is that Aauto Quicker e-commerce will change from the dimension of operators to the dimension of operating goods. "Jiu ‘an, the person in charge of Aauto Quicker e-commerce beauty industry, said that, specifically, the operation of" goods "will start from three dimensions: recruiting high-growth categories, recruiting brands that are scarce in price segments or categories, and helping brands to make a big single product strategy.

Jiu ‘an pointed out that under such changes, in 2023, Aauto Quicker Beauty will usher in seven innovations, including new supply, new distribution, new users, new scenes, new marketing and new experiences.

"In 2023, JD.COM Beauty will regain its low-price strategy, pay more attention to the three dimensions of cost, efficiency and empowerment, and strive to provide businesses with more and more optimized platform policies, as well as more flexible operation and business models to help beauty businesses find more certain and sustainable growth opportunities in an uncertain market environment." Hou Chuangfeng, investment manager of JD.COM Retail Investment Promotion Department, said.

Hou Chuangfeng, Investment Manager of JD.COM Retail Investment Promotion Department

"The marketing structure of JD.COM Beauty throughout the year revolves around three points. The first is a strong outbreak, the second is a strong user experience, and the third is the satisfaction of strong demand." Wang Ze, multi-brand category operation manager of JD.COM Retail Beauty Department and Beauty Brand POP Department, added. In his view, "sinking the market will become an important source of business growth this year."

Pinduoduo set his sights on overseas. Ben Chao, head of investment promotion in Pinduoduo’s beauty industry, said, "Consumption downgrade will become the overall consumption trend in Europe and the United States, and foreign consumers will have a more cautious attitude towards their own consumption expenditure, which also provides a broad market space for Pinduoduo’s cross-border e-commerce platform Temu."

In addition, the cicada master & the person in charge of cicada mother shared the new opportunities and challenges faced by the make-up and skin care track around the trend analysis and brand case analysis of Tik Tok e-commerce beauty and skin care business. The product selection activities organized by Magic Horse Club also gathered more than 20 live delivery agencies and private group buying agencies to directly cooperate and negotiate with brands, and the atmosphere was warm.

MCN mechanism

It’s time to test refined operation.

Based on years of experience and strong operating system, Lu Xi, a partner of Tusu, said that the quickest way for a new brand to achieve a positive cycle of product efficiency is to "arrange and combine", that is, a label, and the selling point of the product should be clear; Two kinds of content, that is, planting grass content for consumers to see, endorsement content for consumers to trust; Three-dimensional form, the natural attention obtained after short video instant exposure, the search traffic intercepted after long-term grass planting accumulation, and the sales conversion obtained by sowing grass; N times of contact is to deepen brand awareness and word of mouth after repeatedly reaching consumers through various forms.

Using this methodology, Tisu has helped 220+new brands to achieve a starting point from 0 to 1.

So, how should beauty bloggers empower brands through content? Wang Qian, VP of Tissu, believes that on the one hand, it is necessary to provide interesting and useful content to consumers; On the other hand, it provides effective value to the brand.

Chen Mengqi, VP of Chenfan Hongren Business Department, divides the development of e-commerce channels into three eras: the era when products are king, and good products bring their own traffic; In the era when traffic is king, MCN institutions attract traffic through contracted or self-hatched KOL/KOC; Now entering the era of e-commerce 3.0, users’ access mode, insight into consumers’ needs, traffic conversion efficiency, and differentiation of goods selection are all issues that need to be paid attention to and solved by MCN organizations.

"In the era of e-commerce 3.0, although Daren plays a new role and has new value in the link of brand marketing, product strength is the first priority." Chen Mengqi said.

Da Renwen, co-founder of the new culture and well-known e-commerce.

Daren Renwen, the co-founder of the new culture and a well-known e-commerce, admits that he is more like a marathon runner walking side by side with the brand than the "short-lived" traffic. She has been thinking about how to maximize the efficiency of the brand to achieve the integration of product and effect, and finally found that "star single product+one product and one policy integrated marketing is the key to cooperation with the brand." Since then, the new culture has used this methodology to create a number of explosions.

Yichuan, director of the new culture planning at the beginning of the year, believes that the public’s attention is constantly shifted, the life cycle of the explosion is shortened, and the content is exploding, while the content iteration is also accelerating. Beauty brands are eager for refined operation ability, so it is time to test the refined operation of MCN institutions, and MCN institutions should pay more attention to the improvement of efficiency.

"What Kuaimei is doing is to use short videos as a fulcrum to incite the commercial marketing value from planting grass to pulling grass." Fang Zhi, general manager of Kuaimei Marketing Center, said that the commercialization of short videos is actually like a banking model, where brands experience the storage of content assets and reap the wealth brought by content assets.

Liu Ling, general manager of Kuaimei E-commerce Center, shared the model of Kuaimei’s new brand growth 3.0, "content-centered product efficiency and sales synergy."

Based on the three dimensions of brand, effect and sales, this model provides multiple services for brands, including short video content planting, information flow advertising and live broadcast with goods.

(Note: The "anti-aging" and "anti-aging" mentioned in this article refer to the functions of anti-wrinkle and firming skin. )

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Every new cryptocurrency cycle promises to make Web3 games mainstream, but this never happens.

But since 2018, 80% of Web3 game projects have failed. This time is different, I think … I hope so.

I am optimistic because we finally have the infrastructure-cheap, fast and extensible blockchain, which is necessary to provide players with a frictionless experience.

Combined with the upcoming bull market boom, we are likely to see many games reach crazy valuations, just like Axie Infinity in 2020 (with a market value of $25 billion).

All this is quietly beginning. Look at some of the growth in the past 30 days.

So today I want to share eight best Web3 games that I am personally interested in, and I think you should also pay attention to them.

Disclaimer: Some of the following items have tokens. This article is not investment advice. I don’t even have these tokens.

Illuvium is a sci-fi NFT game ecosystem, including a number of games with a certain degree of interoperability. It has high-quality graphics and provides chain advantages such as asset ownership and governance.

Recently, Illuvium Arena, a game in the Illuvium ecosystem, was launched in Epic Games Store. The platform has more than 56 million monthly active users, most of whom are not on Web3.

This marks an important integration of blockchain games into mainstream platforms.

Then Illuvium plans to launch Illuvium Overworld, an open-world role-playing game (RPG).

Illuvium has developed in the past few years and during the bear market, and they are ready for an exciting future.

Shrapnel is an FPS (First Person Shooting) AAA game developed by Neon Machine Game Studio, which raised $37.5 million for development.

Its official release date in Epic Games Store is scheduled for December, which is only open to early users. Shrapnel is scheduled to be fully launched sometime in 2024.

Due to its shelf effect, $SHRAP tokens have increased by 182% in the past month.

P.S.: The CEO of Shrapnel tried to pay personal debts with company funds, which caused some FUD…… …

Echelon Prime is a web3 game ecosystem, and recently launched the first game on the Base blockchain: Parallel TCG.

The reason why I am excited about the Echelon Prime ecosystem is how they successfully launched Parallel, a simple card game that doesn’t need a wallet and is free to play.

Parallel is similar to popular card games, such as Hearthstone, Magic the Gathering(MTG) or Marvel Snap, etc., which provides familiar experience for card gamers.

This game is also online in Epic Games Store.

Personally, I think Echelon Prime supported by $PRIME tokens is one of the leaders in the field of Web3 games.

Star Atlas is a highly anticipated grand strategy game for space exploration, territorial conquest and political domination.

This game is built on Solana and already has two tokens:

• $ATLAS: In-game tokens that act as currency.
• $POLIS: The governance token of Star Atlas DAO can influence the decision-making process.

The reason why I am particularly excited about Star Atlas is that it is the first game on Solana, and it has been supported by the whole $SOL community. I expect that the Solana ecosystem will continue to develop, and Star Atlas is definitely one of the most cutting-edge participants in this ecosystem.

However, this game has been developed for several years (since the last cycle), so it has made slow progress compared with other games. But in any case, the transaction volume of Star Atlas’s in-game goods market has increased significantly recently, reaching as high as 400,000 US dollars.

Skyweaver is another digital card game developed by Horizon Blockchain Games, which is similar to Parallel.

This is a free game that allows players to collect, trade and use various unique cards to fight.

I’m not so optimistic about Skyweaver, but about the game developer Horizon, which is supported by Ubisoft and Take-Two.

These are the key participants in the Horizon financing round. They participated in the $40 million Series A financing. With strong supporters and an online game, I am very much looking forward to seeing what Horizon can offer in 2024 and beyond.

The above five games and game ecosystems are what I am most interested in. However, there are still some game ecosystems that are developing rapidly. The following are the other three that I am looking forward to and deserve attention.

Ronin is a blockchain built by Axie Infinity. Although it was originally designed to support Axie Infinity, it is now expanding.

In the past 30 days, the number of monthly active users has exceeded 500,000, a five-fold increase.

They welcome new game studio partners like Zillion Whales to develop on Ronin.

They also announced Ronin Name Service, a domain name service similar to ENS, which Ronin users can purchase with $RON to have their online identity.

SIDUS is a game/metauniverse project that aims to combine blockchain with AI.

Although the details are limited, Sidus recently burned a large part of their circulating tokens, which attracted a lot of attention. I will pay close attention to the development of this project.

Treasure DAO is an ecosystem that aims to bring games and players together through its $MAGIC tokens on Arbitrum.

In this article, I share eight games/game ecosystems that I will pay attention to in the next few years. But what I am most excited about is the abstraction of blockchain.

For Web3 games, the biggest obstacle is to hide the blockchain technology from users, which is necessary for mainstream adoption. Nobody wants to set up a wallet, deposit tokens and sign a deal to play games. Those games that can successfully hide Web3 technology will win, and Immutable has gone the farthest in this respect.

On Immutable, users don’t have to pay the Gas fee or sign the transaction. Moreover, the game built on Immutable can also provide offline NFT casting, and the transaction does not require Immutable $IMX tokens.

This is of great significance to game developers, which is why Ubisoft chose to cooperate with Immutable. This is why more than 200 Web3 games will be released on Immutable in 2024.

Immutable has built the infrastructure and tools that developers need to build games throughout the bear market. They are ready to release now, and I think they are perfectly positioned to occupy most of the Web3 game market share in the near future. Although I am optimistic about multiple independent web3 games and ecosystems, I am most interested in Immutable so far, and I think you should be the same.

Disclosure: I own $IMX.