标签归档 武汉剁饼子论坛

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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