According to the website of the Ministry of Finance, with the approval of the State Council, the Ministry of Finance, the Ministry of Science and Technology, the Ministry of Industry and Information Technology and the National Development and Reform Commission jointly issued the Notice on Adjusting the Financial Subsidy Policy for the Promotion and Application of New Energy Vehicles (hereinafter referred to as the Notice). According to the Notice, except for fuel cell vehicles, the central and local subsidy standards and ceilings for all types of vehicles in 2019-2020 will be reduced by 20% on the basis of the current standards. The policy will be implemented from January 1, 2017.

　　The "Notice" pointed out that in terms of new energy buses, with the power battery as the core of subsidy and the production cost and technological progress level of the battery as the accounting basis, the entry threshold for subsidies such as energy consumption level, vehicle driving range, battery/vehicle weight ratio and battery performance level is set, and the vehicle subsidy standard is determined by comprehensively considering factors such as battery capacity, energy density level, charging rate and fuel saving rate. Further improve the subsidy standards for new energy trucks and special vehicles, and verify them according to the method of grading and regressing the battery power that provides driving power. At the same time, the upper limits of central and local subsidies are set respectively, in which the local financial subsidies (the sum of local financial subsidies at all levels) shall not exceed 50% of the central financial bicycle subsidies.

　　In terms of batteries, the Notice stated that the new national standard for power batteries was introduced to improve the safety, cycle life, charge and discharge performance and other indicators of power batteries, and set the energy density threshold of power batteries. Improve the technical requirements of fuel cell vehicles.

　　The following is the full text of the Notice:

　　All provinces, autonomous regions, municipalities directly under the central government, the finance department (bureau), the competent department of industry and information technology, the science and technology department (bureau, science and technology commission), and the development and Reform Commission:

　　In order to further promote the healthy development of the new energy automobile industry, continuously improve the industrial technology level, enhance the core competitiveness, and promote the application of new energy vehicles, with the approval of the State Council, the relevant matters are hereby notified as follows:

　　I. Adjust and improve the subsidy policy for popularization and application.

　　(1) Raise the threshold of the recommended vehicle catalogue and adjust it dynamically. The first is to increase the energy consumption requirements of the whole vehicle. According to the different kerb quality of pure electric passenger cars, the power consumption requirements of 100 kilometers under corresponding working conditions are increased; According to the vehicle type, the pure electric special vehicle increases the requirements of energy consumption per unit load (Ekg) and power consumption per ton and 100 kilometers; Further improve the energy consumption per unit load (Ekg) requirements of pure electric buses. The second is to improve the threshold requirements for the driving range of the whole vehicle. Improve the driving range requirements of pure electric buses and fuel cell vehicles, and timely adjust the driving range test method of new energy buses from 40km/h constant speed method to working condition method; Gradually increase the driving range threshold of pure electric passenger cars. The third is to introduce a new national standard for power batteries, improve the safety, cycle life, charge and discharge performance and other index requirements of power batteries, and set the energy density threshold of power batteries. Improve the technical requirements of fuel cell vehicles. The fourth is to improve safety requirements. For vehicles with safety accidents caused by product quality, depending on the nature and severity of the accident, the subsidy funds will be deducted and the vehicle or enterprise subsidy qualification will be suspended. The fifth is to establish a market sampling mechanism, strengthen the management of vehicle inspection links, and timely clean up the Catalogue of Recommended Vehicles for the Promotion and Application of New Energy Vehicles (hereinafter referred to as the Catalogue) for enterprises and products that fail to pass the sampling inspection. The sixth is to establish a dynamic management system for the Catalogue. Sales promotion of new energy automobile products can only apply for subsidies after they are included in the Catalogue. If there are still no models actually sold within one year, the qualification of Catalogue will be cancelled. Seventh, supervise and promote the application of new energy vehicles.When applying for subsidies for new energy vehicles purchased by non-individual users, the cumulative mileage must reach 30,000 kilometers (except for special vehicles for operation), and the subsidy standards and technical requirements shall be implemented according to the year when the vehicle obtains the driving license.

　　(2) Under the premise of maintaining the overall stability of the subsidy policy from 2016 to 2020, adjust the subsidy standards for new energy vehicles. For new energy buses, the power battery is the core of subsidy, and the production cost and technical progress level of the battery are taken as the accounting basis. The subsidy entry threshold such as energy consumption level, vehicle driving range, battery/vehicle weight ratio and battery performance level is set, and the vehicle subsidy standard is determined by comprehensively considering factors such as battery capacity, energy density level, charging rate and fuel saving rate. Further improve the subsidy standards for new energy trucks and special vehicles, and verify them according to the method of grading and regressing the battery power that provides driving power. At the same time, the upper limits of central and local subsidies are set respectively, in which the local financial subsidies (the sum of local financial subsidies at all levels) shall not exceed 50% of the central financial bicycle subsidies (the detailed plan is attached). In addition to fuel cell vehicles, the central and local subsidy standards and ceilings for all types of vehicles in 2019-2020 will be reduced by 20% on the basis of the current standards. At the same time, relevant ministries and commissions will constantly adjust and improve according to factors such as technological progress, industrial development, and scale of popularization and application of new energy vehicles.

　　(3) Improve the allocation of subsidy funds. At the beginning of each year, the production enterprise submits the capital settlement report of the previous year and the sales and operation of products, including sales invoices, technical parameters of products and vehicle registration information, etc. The lead department of new energy vehicle promotion in the place where the enterprise is registered shall, in conjunction with relevant departments, review and verify the materials reported by the enterprise and report them to the lead department of provincial promotion work step by step after publicity. The provincial lead department for the promotion of new energy vehicles shall, jointly with relevant departments, review and focus on spot checks, report the application materials to the Ministry of Industry and Information Technology and the Ministry of Finance, and send a copy to the Ministry of Science and Technology and the Development and Reform Commission. The Ministry of Industry and Information Technology shall, jointly with relevant departments, review the application reports of all localities, and issue verification reports to the Ministry of Finance in combination with daily verification and key spot checks. The Ministry of Finance shall allocate subsidy funds according to the verification report.

　　Second, implement the main responsibility of popularization and application

　　(A) production enterprises are responsible for ensuring the authenticity and accuracy of the promotion information of new energy vehicles. Production enterprises should strictly abide by the relevant laws, regulations, standards and institutional measures of the state and industry; We should strengthen the management and control of our own production and sales links, and be responsible for the authenticity and reliability of the promotion information of new energy vehicles reported together with the sales enterprises; We should formulate a feasible control scheme, use product information management system, etc., and strengthen the management of sales information of its distributors at all levels. Sales enterprises should strictly check every sales information to ensure that the product promotion information and consumer information reported step by step are true, accurate and searchable. Production enterprises should establish an enterprise monitoring platform to reflect the sales and operation of vehicles comprehensively, truly and in real time, and report relevant information in a timely and accurate manner in accordance with relevant national requirements, by unifying interfaces and data exchange protocols. New vehicles must be equipped with remote monitoring equipment such as vehicle-mounted terminals; Vehicles have been shipped or sold before 2016, providing users with free installation services; For vehicles sold to individual consumers, personal privacy should be strictly protected in information collection and management.

　　(two) the local government is responsible for the implementation of supporting policies, organization and promotion. Local governments should conscientiously implement the requirements of relevant documents of the State Council, assume the main responsibility for the promotion and application of new energy vehicles, clarify the local lead department for the promotion of new energy vehicles, and earnestly do a good job in organizing and implementing the promotion of new energy vehicles. First, adjust and improve local support policies. Local governments at all levels should, in light of local conditions, scientifically formulate promotion plans for new energy vehicles, increase support for the charging infrastructure of new energy vehicles, intensify the renewal and replacement of new energy vehicles in public services such as urban public transport, rental and sanitation, and strengthen supervision and inspection of enterprises. The second is to strengthen the management of fund use. The local lead department for the promotion of new energy vehicles shall, jointly with the relevant departments, earnestly undertake the supervision of the management of the declaration and use of financial funds, and strictly review and check the aspects of vehicle licensing, vehicle operation, subsidy declaration and data review according to their respective responsibilities; The management of vehicle inspection should be strengthened to ensure that the core components such as vehicle and battery are consistent with the Announcement of Road Motor Vehicle Manufacturers and Products (hereinafter referred to as the Announcement) when the vehicle is delivered for use; A system of accountability should be established, and those responsible for lax control should be investigated according to law, and penalties for dishonest enterprises such as fraudulent compensation should be increased. Local financial departments should strengthen the management of financial funds and allocate subsidy funds according to the actual promotion of enterprises to ensure the safety and effectiveness of subsidy funds. The third is to establish and improve the local supervision platform. Relevant provinces (autonomous regions and municipalities) should establish a local supervision platform for new energy vehicles, timely summarize and sort out the data submitted by enterprises, dock with the national supervision platform, and strengthen the supervision and management of vehicles in the region.The fourth is to optimize the industrial development environment. It is not allowed to implement the restriction and purchase restriction policy for new energy vehicles. The national unified Catalogue shall be strictly implemented, and obstacles shall not be set up or disguised to restrict foreign brand vehicles and parts, foreign charging facilities construction and operating enterprises from entering the local market.

　　(three) the relevant departments of the state will strengthen the supervision and inspection of popularization and application. The Ministry of Industry and Information Technology takes the lead in establishing a national supervision platform for new energy vehicles, and through this platform, it conducts daily supervision on the promotion and application of new energy vehicles (private purchase of passenger cars may be relaxed as appropriate). In addition, the Ministry of Industry and Information Technology will establish a verification system for the promotion of new energy vehicles with relevant departments, and regularly and irregularly organize third-party institutions or relevant provincial departments to carry out verification and spot checks on the promotion information of new energy vehicles.

　　Third, establish a punishment mechanism

　　(1) For enterprises that seek compensation in violation of regulations and cheat compensation by means of false report or impersonator, the relevant funds sought and defrauded in violation of regulations shall be recovered, the illegal income shall be confiscated, and the relevant enterprises and personnel shall be fined and punished according to the Regulations on Penalties and Punishment for Financial Violations, and those suspected of committing crimes shall be investigated and dealt with by judicial organs. At the same time, according to the seriousness of the circumstances, take punishment measures such as suspending or canceling the "Announcement" of vehicle production enterprises and products and canceling the eligibility for subsidy funds. For those who do not cooperate with the verification of promotion information, and the relevant departments verify and spot check that false sales, product configuration and technical status are inconsistent with the Announcement and Catalogue, uploaded data are inconsistent with the actual situation, and vehicles are idle after receiving subsidies, depending on the seriousness of the case, they will take punishment measures such as deducting subsidy funds, canceling the qualification for applying for subsidy funds, suspending or canceling the Announcement of vehicle manufacturers or products. For products with potential safety hazards and safety accidents in application, depending on the nature and severity of the accident, punishment measures such as stopping production, ordering immediate correction and suspending the eligibility for subsidy funds shall be taken.

　　(II) Government agencies and their staff who assist enterprises to defraud financial subsidy funds by means of false report or impersonator shall be investigated for corresponding responsibilities in accordance with the Civil Service Law, the Administrative Supervision Law and other laws and regulations; Those suspected of committing a crime shall be transferred to judicial organs for handling.

　　(III) In areas where the management system is not perfect, the audit is not strict, the verification work is poorly organized, and there are fraudulent behaviors of enterprises, informed criticism will be given and infrastructure award funds will be deducted according to the seriousness of the situation.

　　This notice will be implemented as of January 1, 2017, and other relevant regulations will continue to be implemented in accordance with the Notice on Financial Support Policies for the Promotion and Application of New Energy Vehicles in 2016-2020 (Cai Jian [2015] No.134).

Special feature of 1905 film network The new year is coming, it’s time to start the happiness of 2023!This week, the movie channel has prepared five wonderful fantasy blockbusters for everyone, with bold imagination, gorgeous pictures, vivid ways and meaningful meanings. Let’s follow the movies for a spiritual baptism.

DolittleWonder WomanShrekAladdinPoster of "New Joy on Earth"

Dolittle

Reconciliation with yourself in the new year

On December 27th, the movie channel will broadcast Dolittle, a fantastic adventure masterpiece adapted from the classic fairy tale Dr. Dolittle, to break through the boundaries of imagination and enter the wonderful and dreamy imagination world together.

The film assembled a "fairy-level" dubbing line-up, and marion cotillard, Ralph Fiennes, Tom Holland, emma thompson and other big coffees gave voices to the animal characters with distinctive characters in the film.

The original production teams of "Alice in Wonderland" and "Sleeping Curse" made great efforts to create them, and Stephen Gaghan, who won the Oscar for best adapted screenplay for "Drug Network", wrote and directed them, and the top behind-the-scenes team escorted the films, bringing an audio-visual feast.

This time, Robert Downey Jr. took off his steel armor and became an imperial doctor who could communicate with animals, leading them to start an adventure together to find the fruit of Eden tree.

The adventure along the way is also a healing process along the way.Dr. Doolittle, who had closed himself up because his beloved woman drowned in the sea, began to open his heart again, make new friends, teach his knowledge and skills, and continue to save animals.Finally, Dr. Doolittle, make peace with himself.

In the new year, make peace with yourself, get back on your feet and start again!

Wonder Woman

A small universe broke out in the new year.

"All beautiful incarnations, the greatest warrior ever."　It has the strength of Hercules, the wisdom of Athena, the face value of Aphrodite, the ability of Alter, the goddess of hunting, and the speed given by Hermes … …She is DCjustice leagueWonder woman, one of the seven elders.

On Wednesday, December 28th, the film channel will broadcast the film Wonder Woman, which tells the growth of a female hero in a more humane way.

Diana, who owns the star flying crown, bullet-proof bracelet, lasso of mantra, sword of killing god, aegis and armor of God of War, can be said to be full of plug-ins, but even so, she didn’t become wonder woman from the beginning.

Growing up again and again transformed her from a girl into wonder woman.In the new year, our little universe breaks out and inspires our hidden unknown forces!

Shrek

Meet true love in the new year

Shrek, broadcast by the movie channel on Saturday, December 31st, broke the fairy tale image of the prince and princess in the past, but it still made us feel beautiful.

In Shrek, the hero is no longer a handsome prince, but an ugly, smelly monster, and the heroine is no longer a beautiful princess, but a princess with a cursed face day and night.

Although Shrek subverts the perfection of fairy tales, it is more likely to resonate with us.Although they don’t have handsome and beautiful looks, they have beautiful hearts.

Finally, with a sincere kiss, the spell was broken.In the new year, may you also meet your true love!

New joy in the world

Get happiness in the new year and drive away troubles.

"Add a spoonful of sugar when drinking medicine and find pleasure in depression."On January 1, 2023 (Sunday), the movie channel broadcast the movie "New Joy on Earth" for you. A well-known classic figure in Europe and America, the magic nanny Mary Poppins, arrived slowly with joy and hope.

Mary Poppins, a magical nanny who wears a fancy bowler hat, a bright scarf, a dark coat, a parrot-headed parasol and a treasure handbag made of magical carpets, can take away all the troubles and bring endless happiness to children.

This 54-year-old sequel, "New Joy is Full of People", will be full of childlike memories.Reality and fantasy are constantly intertwined, and we follow Mary Poppins, the magic nanny, to wander in the world of magic and reality.

In the new year, may we all be happy and drive away our troubles!

Aladdin

Speak your wishes in the new year.

On the evening of Saturday, December 31st, 2022, and at noon on Sunday, January 1st, 2023, a live-action movie "Aladdin" will be broadcast for you on the film channel, and you will enter the Arab fairy tale world together.

The story of Aladdin and the magic lamp from Arabian Nights haunts many children to fall asleep.Arab-style market streets, magnificent palaces and gorgeous song and dance scenes are directed.Guy RitchieIt is particularly dreamy under the lens.

In order to make fairy tales more realistic, the film used 200 people to build a team, and spent nearly half a year building the interior scene of the palace and a bird’s eye view of the whole city.

At the same time, the leap-forward improvement of CG technology has further blurred the boundary between virtual and real, and the cooperation of real scene construction and 3D modeling has realized a refreshing visual spectacle.

Calling Aladdin’s magic lamp can realize three wishes. What’s your New Year’s resolution?In the new year, I hope everyone can realize their wishes!

Fantasy movies are dreamlike fantasy, which has entrusted our beautiful vision for 2023.May everyone’s dreams come true in the new year!

a program parade

In 2022

December 27th (Tuesday)

Dolittle

December 28th (Wednesday)

Wonder Woman

31 December (Saturday)

Shrek

Aladdin

In 2023

1 January (Sunday)

Aladdin (replay)

New joy in the world

　　Recently, the National Development and Reform Commission and other three ministries and commissions issued a series of policies to encourage consumption to promote the upgrading of key consumer goods such as automobiles, household appliances and consumer electronics. Among them, the cost of new energy vehicles is greatly reduced, and it is strictly forbidden to introduce new car purchase restrictions in various places. All localities are not allowed to restrict or purchase new energy vehicles, and so on. What is the background of the "prohibition order"? How much automobile consumption potential is expected to be released? How should all localities do a good job in implementation? Our reporter interviewed relevant experts — —

　　A few days ago, the National Development and Reform Commission, the Ministry of Ecology and Environment and the Ministry of Commerce issued the Implementation Plan for Promoting the Updating and Upgrading of Key Consumer Goods and Smooth Resource Recycling (2019— 2020) (hereinafter referred to as the "implementation plan"), put forward a series of measures to promote automobile consumption, which aroused social concern.

　　Consumption potential needs to be released

　　The "Implementation Plan" proposes that, on the one hand, all localities should not impose restrictions or purchase restrictions on new energy vehicles, and those that have been implemented should be cancelled. Encourage local governments to give support to car-free families to purchase the first home new energy vehicle. On the other hand, it is strictly forbidden to introduce new automobile purchase restriction regulations in various places. Local governments that have implemented automobile purchase restriction should speed up the shift from restricting purchase to guiding use according to the effect of urban traffic congestion, pollution control and traffic demand control.

　　"This policy is highly targeted, which is not only a major positive for new energy automobile enterprises, but also means that there will be no new cities with restricted purchases in the future, which is conducive to breaking the barriers to passenger car consumption." Cui Dongshu, secretary general of the National Passenger Car Market Information Association, said.

　　At present, how big is the automobile consumption potential of cities with restricted purchases? Li Xianjun, director of the Tsinghua University Automobile Development Research Center, said that as of the end of March 2019, the number of effective applications for waiting for lottery cars in Hangzhou had reached 819,000, including 802,000 individuals; As of April 26, 2019, the number of valid applications for waiting for lottery cars in Shenzhen has reached 1.227 million, including 1.209 million individuals, which is equivalent to the annual sales of passenger cars in Russia; As of April 8, 2019, there were 3.689 million car purchases in Beijing, including 3.209 million individuals, which is more than the demand of European countries in one year.

　　"The above three cities have a total of 5.735 million lottery numbers. If this part of the car purchase potential can be released, it will account for 20.4% of domestic car sales last year and 24.8% of passenger cars." Li Xianjun said, "Even if an average family of three people participate in the lottery at the same time, the potential purchasing power will reach 1.91 million, which is expected to contribute 6.8% to the increase in automobile consumption."

　　The "Implementation Plan" also emphasizes that localities should reasonably set up congestion areas in combination with road congestion and guide their use. "Intelligent management of vehicle traffic should be realized, and the number of times vehicles enter congested areas should be restricted to prevent excessive use of motor vehicles." Li Xianjun said.

　　Aim at pain points and promote consumption

　　"In addition to canceling the restrictions and purchases of new energy vehicles, the" Implementation Plan "also proposes to vigorously promote the electrification, intelligence and greening of the automobile industry, and strive to enhance the supply guarantee capability of new products." Wu Songquan, chief expert of China Automotive Technology and Research Center Co., Ltd. and deputy chief engineer of Information Institute, believes that the Implementation Plan focuses on many bottlenecks and difficult problems in the consumption of new energy vehicles and clearly puts forward targeted measures.

　　In view of the cost of new energy vehicles, the "Implementation Plan" proposes that the cost of new energy vehicles should be greatly reduced. Specific measures include accelerating the research and development and industrialization of a new generation of vehicle power batteries, improving the energy density and safety of batteries, gradually realizing battery platformization and standardization, and reducing battery costs. Guide enterprises to innovate business models, promote the separation of consumption modes of new energy vehicles, such as battery leasing, and reduce the cost of car purchase. Optimize product access management, avoid repeated certification, and reduce enterprise operating costs.

　　"The key to reducing costs lies in batteries, which is also an important factor restricting the development of new energy vehicles at present." Cui Dongshu said that it was planned that the battery density of new energy vehicles would reach 260 WHr/kg in 2020, but it is still difficult now, so it is necessary to increase research and development.

　　In view of the "anxiety" in the use of new energy vehicles, the "Implementation Plan" proposes to speed up the development of new energy vehicles with convenient use. Specific measures include focusing on pain points such as short driving range and long charging time, drawing lessons from the power exchange mode and application experience in the public service field, and encouraging enterprises to develop new energy vehicle products with the combination of charging and replacing, flexible battery configuration and long driving range. Promote the development and application of high-power fast charging, wireless charging, mobile charging and replacing electricity and other technical equipment, and improve the convenience of charging and replacing new energy vehicles.

　　Cui Dongshu believes that the development of new energy vehicles is characterized by the rapid increase in driving range and the obvious large-scale vehicles. At present, the development of micro-electric vehicles is slow and there is a big demand gap. Therefore, the "Implementation Plan" emphasizes that the development of new energy vehicle products that take into account the length of driving range is not only in the right direction, but also forward-looking.

　　The "Implementation Plan" also proposes to speed up the update of vehicles in urban public areas. Promote the upgrading of vehicles in urban public areas, accelerate the use of new energy or clean energy vehicles for new and updated buses, sanitation, postal services, taxis, commuting and light logistics distribution vehicles in urban built-up areas, and reach 80% in key areas for air pollution prevention and control by the end of 2020. Encourage local governments to increase support for the operation of new energy vehicles and reduce the use cost of new energy vehicles.

　　"In key regional cities for air pollution prevention and control, new energy or clean energy vehicles will account for 80% of vehicles used in the public sector. This is a rigid indicator and will have a huge pulling effect on the new energy automobile industry." Cui Dongshu said.

　　"The" Implementation Plan "puts forward a series of measures to promote the consumption of new energy vehicles, focusing on the bottlenecks and pain points of current automobile consumption, especially new energy vehicle consumption, which is of great significance for promoting the upgrading of key consumer goods such as automobiles." Wang Qing, deputy director and researcher of the Institute of Market Economy of the State Council Development Research Center, said that the introduction of the "prohibition order" meets the needs of consumers and the market, which is conducive to the overall consideration of the combination of long and short, and promotes the upgrading of consumption.

　　Guangzhou and Shenzhen took the lead in responding.

　　The "Implementation Plan" also proposes to innovate and develop smart cars; Accelerate the elimination of old cars and the renewal of vehicles in urban public areas, and actively promote the upgrading of rural vehicle consumption; Vigorously promote the circulation and consumption of used cars, actively guide the innovation of auto financial products, and gradually improve the infrastructure such as charging and replacing electricity and parking.

　　Cui Dongshu said that this policy has a good guiding role in the development and market of new energy automobile industry, and it is good for local governments, enterprises and consumers. The key lies in how local governments introduce specific measures to further refine and implement them.

　　In January this year, the National Development and Reform Commission, the Ministry of Industry and Information Technology, the Ministry of Civil Affairs, the Ministry of Finance, the Ministry of Transport and other ten ministries and commissions jointly issued the "Implementation Plan for Further Optimizing Supply, Promoting Steady Growth of Consumption and Promoting the Formation of a Strong Domestic Market (2019)", focusing on six measures to promote automobile consumption. Among them, the requirements for the gradual liberalization of the automobile purchase restriction policy are included.

　　Up to now, Guangzhou and Shenzhen have taken action. On June 2, Shenzhen Municipal Bureau of Transportation and Guangzhou Municipal Bureau of Transportation respectively issued the Notice on Increasing the Allocation Quota of Incremental Indicators for Small and Medium-sized Passenger Cars. Starting from June this year, Shenzhen will increase the allocation quota of incremental indicators for ordinary cars by 40,000 per year from 2019 to 2020 on the basis of the original regulation target of 80,000 per year. On the basis of the original quota, Guangzhou will increase the number of small and medium-sized passenger cars by 100,000 from June this year to December 2020.

　　"The market is one of the core elements of industrial competition." Li Xianjun pointed out that automobile is one of the industries with the largest impact coefficient on the national economy, the strongest employment, the most remarkable development of related industries and the strongest ability to integrate new technologies. At present, the number of cars with 1,000 people in China is more than 170, which is not only far lower than that of developed countries, but also lower than the world average. This means that there is still much room for growth in China’s automobile consumption. Especially with the rapid development of new technologies and the emergence of new products, China’s automobile industry contains great innovation vitality and potential. Therefore, we should constantly optimize the consumption environment, smooth the recycling of resources, continuously release the potential of domestic demand, further promote the upgrading of automobile consumption and promote the formation of a strong domestic market.

　　　　Mei Lanfang’s swimsuit photos taken during her stay in the United States.

　　　　Mei Lanfang improved the hairstyle and clothing of the new fashion drama, and added fashion elements to the Beijing drama.

　　　　For the modern young audience, Mei Lanfang is just a symbol. From the textbook, we know that he is the first of the four famous artists and represents the culture of Peking Opera. Perhaps many people can’t tell the difference between Mei Lanfang and Anita Mui. In fact, Mei Lanfang is not only a master of art, but also the most popular fashion star of the year. Recently, some netizens exposed a group of unknown old photos of the Peking Opera master in real life in the forum. In this group of photos, a rare photo of Mei Lanfang wearing a swimsuit is particularly eye-catching.

　　Mei Lanfang loves fashion to take swimsuit photos.

　　　　The netizen said that this swimsuit photo was taken in Shanghai in the 1930s, when the social atmosphere was not so open. On the other hand, the shooting background seemed to be out of place with the word swimsuit. However, some netizens said that in Shanghai in the 1930s, fashionable people would take a few swimsuit photos. At that time, people often saw the appearance of swimsuits from those fashionable cigarette cases and moon cards. As a well-known Peking Opera actor at that time, Mei Lanfang was naturally unwilling to lag behind, and generously took such a swimsuit photo by the swimming pool.

　　　　According to the historical records of that year, in 1926, the public swimming pool in Hongkou, Shanghai was opened to the public, and men and women traveled together in Shanghai. By 1930, Gao Qiao Beach had been built, and swimsuits had long been the equipment of Shanghai-style figures. At that time, almost all the stars and celebrities-Shang Guanyunzhu, Ruan Lingyu, etc.-had fashionable styles in swimsuits. Mei Lanfang’s swimsuit photo was produced under such an "open" historical background, even though it was not taken in Shanghai but in the United States on the other side of the ocean. In 1946, when Drama Illustrated published this swimsuit photo of Mei Lanfang during her stay in the United States, it also caused quite a stir.

　　Love to take pictures, generous show camera

　　　　Mei Lanfang’s hobby of spare time also keeps ahead of the trend. In old Shanghai, it was fashionable to take photos in a photo studio, not to mention owning a camera. Cameras were a luxury at that time, and families who could buy them must be rich and fashionable enough. Mr. Mei Lanfang’s camera, which seems to be inadvertently painted, is also put into the photo to some extent as an ornament that embodies a kind of taste and shows off.

　　Singing Beijing Opera in Modern Costume

　　　　Besides taking photos, Mr Mei Lanfang used fashionable elements in Beijing Opera, and he was once called the "originator of fashion dramas in Beijing Opera". At that time, he personally created a new play "The Waves of the Evil Sea", and at the same time he created his own hairstyle and clothes for the new fashion play, which was true to others. It is understood that Mei Lanfang rehearsed three new fashion plays, among which "Deng Xiagu" and "A wisp of hemp" received great response. For a time, Peking Opera dressed in modern clothes became fashionable, and it did not lag behind the vernacular drama at that time.

Editor: Sun Jie

author/Adasi

The Battle at Lake Changjin’s box office exceeded 4.5 billion, and it entered the prehistory of cinema. In 2021, the box office passed the 40 billion mark. Lanxin Grand Theatre, The First Furnace Incense and Uninvited Visitors rushed to the film market after the National Day, and Pingyao Film Festival was held in full swing. ……

There are still 77 days before 2022, and China films and film people who have come out of the haze will welcome more good news.

As an indispensable part of the film and television industry, film marketing is one of the most popular jobs. From the wall-painting posters in rural areas to the short video war in Aauto Quicker, Tik Tok, there are some successful cases of "ineffective marketing", "false marketing" and "showing off feelings", and there are also successful cases of cross-border linkage and creativity.

Although most people think that marketing is icing on the cake for good content rather than giving timely help, it is undeniable that in the Internet age where content is fiercely competitive, the fragrance of wine is also afraid of the depth of the alley, and excellent marketing can help the film quickly enter the public’s field of vision.

Today, I will take stock of the current mainstream film marketing companies and talk about the family history of the behind-the-scenes promoters of these explosive movies ~

Bole marketing: the explosive promoter leading the trend

Peak Blast, Me and My Father, Leap, The Eight Hundred … Nine times out of ten, you can imagine heavy commercial films with main melody melody, and Bole marketing will appear on the list of publicity teams.

Zhang Wenbo, the head of Bole, was once a media person, and served as founder and executive in marketing companies and film companies. Bole Marketing was established in 2013. Two years later, it established a reputation in the industry with projects such as monster hunt, Biography of Wukong and Fanghua, and established in-depth cooperation with big directors such as Zhang Yimou and Xiaogang Feng.

Most of the projects handled by Bole Marketing are stable and the water level is higher. Bole is also blossoming in the company’s business. Bole Film, a film and television investment company, Bole Qingguo and Bole Tianhai, a drama marketing company, and a film and television material company are famous. The short video marketing team is not tired of technology, and the rapid insight and control of new channels for publicity and development are the advantages of Bole’s long-term invincible position.

Spring breeze: all-type marketing expert

Hi, Mom, The Battle at Lake Changjin, Chinese Doctors, The Captain … Behind many explosive film and television works, you always seem to find the name of the spring breeze.

As a film marketing label of Chenming Media, a film and television company, Chunfeng is as proud as its name, and it is in the limelight in the film and television industry: in 2016, it undertook projects such as Passing Through Your World, Love O2O, and Chill 2, and established in-depth cooperation with head film and television companies such as Bona, Beijing Culture and Joy Media.

Zhao Ting, the founder and general manager, is a senior marketer. In recent years, the company’s business has also expanded to drama marketing and artist/creative brokerage affairs, and he has participated in the promotion of the online drama "The Sky of Wind Dogs and Teenagers". Whether emotional or exciting action movies can hold, it can be said that it is a comprehensive responsibility in marketing companies.

In the next film and television projects this year, Chunfeng will also be responsible for the promotion of suspense comedy "Make a Famous Name", New Year’s file "Flame on the Plain" and Spring Festival file Han Han’s new film "Four Seas", and will hand over a beautiful report card without accident.

Matt culture: a transformation production company

Although I participated in the promotion of many blockbusters such as Dying to Survive, The Sacrifice and The Climbers, I also produced the Mango TV explosion drama "I’m fine in a foreign land" this year. For the public, the 13-year-old Matt culture is not widely known.

Compared with the company’s low-key, Chen Lizhi, the boss of Matt, who is a media person, is quite famous in the rice circle. From time to time, he publishes celebrity-related remarks on social media, and he is the Weibo V with 5 million fans.

Matt culture has a deep relationship with big-name directors and stars in the industry. In recent years, it has gradually transformed into a production company and participated in dozens of film and television projects. For Chen Lizhi, it is an inevitable choice to March upstream in the film and television industry, and marketing is the icing on the cake. With the rise of the Internet platform, it is bound to be weakened, and good content is the core.

Faded out of film promotion, Matt co-produced projects such as Crazy Alien, Send me to Qingyun, My Sister, etc. This year, there is a new Chinese New Year movie Love Myth, which is supervised and starred by Xú Zhēng, the FIRST film festival work Lao Zheng flies into the sky, and the suspense film The Last Truth, which is supervised by Huang Xiaoming, is waiting to be shown.

Not surprisingly, people will probably keep pace with many film and television investment companies if they mention Matt culture again in the future.

Movie World: Introducing Daniel

From Inception’s "Fantastic Beasts and Where to Find Them" and "Iron Man 3" to this year’s Godzilla vs Kong, when it comes to the movie industry, it is the big importer who comes to mind.

In fact, as an established company of integrated film marketing, the film industry has served hundreds of overseas and domestic film and television works in the past 12 years, including many domestic masterpieces such as Love Story in Beijing, 33 Days of Lovelorn Love and Ip Man 2. Therefore, the epidemic situation has caused difficulties in introducing foreign films, which is not a fatal blow to the film industry.

In the past two years, the film industry has touched the investment and development of online movies and online dramas, and participated in the production of "The Legend of Xing ‘an Mountain Hunter" and "Dear Mr. Lemon Essence".

Film marketing and film and television investment walk on two legs, so that the film industry is still stable in marketing business. At the end of the year, we received the promotion of Xinli’s New Year comedy "Li Mao for Prince". Whether it can stand out from the fierce competition at the end of the year, let us wait and see.

Infinite freedom: embracing the "first force" of online students

With Huayi’s investment background, "China’s first film marketing stock" successfully listed on the New Third Board in 2015, its unlimited business has long been not limited to film marketing, but involves many businesses such as film and television investment production, artist brokerage, short video marketing, film and television music production and promotion, and it is also the first leader in film marketing companies to touch online film promotion.

Zhu Weijie, the founder of Infinite Freedom, who was born in the media, has been exploring upstream under the drive of the concept of "marketing+".In recent years, Infinite Freedom Film has participated in the production of many films, such as Jianghu Children, Finding You, Anti-Corruption Storm 4, Forever, Send me to Qingyun, etc. This year, there are also many blockbusters jointly produced by Anti-Corruption Storm 5 and Flame on the Plain, and film marketing is in the business sector.

It is worth noting that as a veteran army of film marketing, it has cultivated a batch of marketing teams at will. Its holding subsidiaries, such as First Voice Interactive, Fantasy Shadow and Cognitive Culture, have established the reputation of marketing brands in the industry.

Shifang Entertainment: Emotional Marketing is Young

There may be friends who remember the news that the movie "They Are Young in 1950" donated all the box office to veterans. This documentary film with no stars and big names has exceeded 10 million at the box office, which is precisely due to the efforts of the marketing team behind Shifang Entertainment.

Founded nearly 10 years ago, Shifang Entertainment actually started as a foreign film marketing, and accumulated a reputation in the industry. We have helped Wolverine 3, The Fantasy Drifting of Boys and Girls, Jurassic World 2 and other projects to be successfully promoted in China. Shifang Entertainment has outstanding capabilities in marketing innovation, cross-border cooperation and integrated marketing, and this year it also participated in the promotion of Out of Control Players in China.

From the 3D version of Titanic to They were Young in 1950, Shifang Entertainment is good at creating a circle for the film with the help of feelings, and the national memory and collective memory incite the project to be small and broad, showing the professionalism and maturity of the team in the field of film marketing.

Blue Diamond Culture: "Hard Bone" Players

The promotion song "Little Apple" of the movie "old boys" has spread all over the country, and the driving force behind it is the blue diamond culture.

Founded in 2012 by Pan Guofeng, a veteran former media person, Blue Diamond Culture serves the marketing promotion of movies, drama series, variety shows and online movies. It has participated in the promotion of projects such as A Spoon, Heaven and Fire, Looking at Paradise in Summer, Reversing Life, and also participated in the representative work of online movies in the Spring Festival at the beginning of this year and the joint production of Song Xiaobao’s diary of making a fortune.

This year, Blue Diamond Culture has taken over the film marketing of Turandot and Wuhai. Costume epic films and suspense literary films are two hard bones. Whether they can be chewed down depends on the marketing team’s ability to make miracles.

Joy Pictures: the trendsetter who knows young people best.

From the promotion of la la land and Uncle Monkey of Little Loli in China, to the popularity of White Snake: The Origin and the Battle of Luo Xiaohei, and now to the promotion of Lanxin Grand Theatre, Joy Pictures has gradually formed labels such as good vision, second dimension and literary film pusher.

Joy Pictures pursues the integration of distribution and publicity, and its business covers publicity, materials, music production, commerce, cultural tourism and other business sectors. It has many subsidiaries such as Zhuoran Sound, Cyclic Broadcasting, Zhuoran Zhongtai and Zhuoran Cultural Tourism.

Founder Zhang Jin is good at smelling the wind. In recent years, script killing and secret rooms have escaped popularity. Joy Pictures set up the script killing brand "Let’s go", which is committed to serving the script killing industry with film propaganda thinking and introducing more IP and offline entertainment scenes.

First voice interaction: the dormant person waiting for the explosion

Warm Hug’s Zhu Xian, Shi Shen Ling and Finding You … As another well-known film marketing company under Infinite Freedom, Seisen Interactive has rich experience in the promotion of emotional films and visual blockbusters.

Founded in 2014, with the marketing of films such as goodbye mr. loser, Master of Memory, England vs. England, it has gradually accumulated popularity in the industry. In 2017, some members of the team left to establish Jishi Media, which had a certain impact on the first voice interaction.

However, backed by unlimited freedom, Seisune Interactive still has many projects this year. It may be the company’s top priority to be responsible for the promotion of "Flame on the Plain", "As long as you live better than me" and "Railway Hero".

Reaching the shore movie: fame and miracle in World War I

Da ‘an Film is a company founded by Li Haipeng, the general manager of Light Film Publicity. It has been established for seven years and is regarded as the backbone of film marketing companies.

Keep close cooperation with the old club, and let Da ‘an rise rapidly in the first few years with projects such as Thailand, breakup guru and To Youth. Nowadays, the films reaching the shore have a wider range of contact projects, winning many good blockbusters such as Secret Visitor, Crowd, The Rescue and so on, and the team maturity and tacit understanding are getting better and better.

And the good results of participating in the marketing of explosive sci-fi films in The Wandering Earth also make Da ‘an very likely to become the main marketing team of the sequel Wandering Earth 2, and accumulate the experience of publicizing serial films.

(If you like this article,Click on the topAKA TaodaodaoPay attention to WeChat official account,There is no shortage of good stories here ~)

Original title: Just after the auspicious day of Wen Chang Xi Jun, I have prepared some gift boxes to help me study smartly and attentively, and recommend the Plus version.

In southern Fujian and Taiwan Province, Wen Chang has always been highly regarded, and everyone knows that he is the master in charge of the examination and writing of subjects, and he is a scholar who pays special attention to the title of subjects. The above pictures were taken by me earlier when I visited Wen Kui and Wenchang in Longshan Temple, Taipei, and they were also for the guests who married Wenchang.

Every year, the third day of the second month of the lunar calendar is the spring festival in Wenchang’s ceremony, and it is also one of the particularly good days to read books twice a year.One is on the third day of February, and the other is on the first day of August, which are auspicious days for you in Wenchang.）。

As in previous years, after the Spring Festival in Wenchang, San, in early February of the lunar calendar, some [Wenchang Kui] were also prepared for limited release to fans or their families who need to study more/learn their luck well in the coming year to protect your efforts.

People often ask, who can ask for education?

All kinds of students, company employees, and corporate employees can choose, and try their best to improve their intelligence and study smoothly. In addition to general academic evaluation, industry professional evaluation and workplace rating evaluation can all help (including small university, foreign language, and industry employees’ evaluation)

In the past, old customers always urged me to try my luck. Since it was launched, I have received quite a lot of positive feedback from to be no.1. I will briefly talk about three cases that benefited from Wenchang Daiwei and Wenchang Luojun:

In case A, an old man came to my guest for his own feelings, and he was preoccupied with his nephew’s future. My nephew lingered in the last third of the class before his graduation. At that time, he chose an auspicious time after 1: 00 a.m. to arrange Wenchang for her, but she gritted her teeth and did it anyway. Later, my nephew successfully got a copy.

Editor in charge:

　　CCTV News:

　　State air traffic control administration strengthens management standards to ensure safety

　　Starting from yesterday (26th), the national civil aviation began to implement the flight plan for the summer and autumn seasons. Domestic and international airlines and airports have adjusted the flight route network. The State Air Traffic Control Administration under the Civil Aviation Administration of China is stepping up the introduction of stricter new safety management standards to ensure the safety and punctuality of air transportation during the peak season.

　　This set of standards to be issued soon puts the four main businesses of air traffic control, communication, meteorology and intelligence on the same responsibility platform, and the responsibilities are interrelated. Once any industry has problems, relevant industries should also be held accountable.

　　Jiang Yanjun, Minister of Safety Management Department of the State Air Traffic Control Administration:Like in the past, when you had a problem, these directly connected units did not pursue responsibility, so this management was not very strict.

　　This set of standards has also made strict regulations on the management of flight-related equipment such as communication, navigation, radar and meteorology.

　　Jiang Yanjun:This standard is very high. We used to have one master and two standby devices. It used to be said that our master stopped and I turned on the standby device. What should we do? Now we require that there should be no such time difference, that is, your equipment can be broken, but the person I command can’t stop.

　　In the identification of accountability, this standard refers to the international unified safety management system, and divides violations into intentional and unintentional. If intentional, the punishment will be merciless. Instead of intentionally, it should also be divided into management factors and personal factors, and the punishment methods should be divided into four types. First of all, due to management factors, including inadequate interpretation and incomplete implementation of regulations, the management should be held accountable and punished; Secondly, individuals who repeatedly violate the rules in their own posts should be severely punished; Third, those who violate rigid rules and regulations, including regulations on security and safety, should be given heavier punishment.

　　Jiang Yanjun:Another kind is violation without consequences. This kind of punishment aims at education, so that you will not violate the rules in the end.

　　The "10.11 Incident" sounded the alarm of aviation safety.

　　Last year, there were many safety incidents in domestic civil aviation, which sounded the alarm of safety in production one after another. Especially on October 11th last year, the runway incursion incident happened at Shanghai Hongqiao Airport, and the plane nearly collided because the tower controller of the air traffic control system violated the rules, which attracted people’s attention.

　　On October 11th last year, an A320 aircraft of China Eastern Airlines Co., Ltd. found another A330 aircraft preparing to cross the runway during the flight take-off at Hongqiao Airport, and the two aircraft almost collided.

　　On October 21st, the Civil Aviation Administration severely dealt with the leaders and responsible persons of the responsible units related to the "10.11" incident at Shanghai Hongqiao Airport. After investigation, this is a serious accident symptom caused by human factors caused by the tower controller forgetting the aircraft dynamics and violating the working standards. 13 leading cadres of East China Air Traffic Control Bureau, East China Air Traffic Control Bureau Control Center and East China Air Traffic Control Bureau Safety Management Department were given warnings within the party, serious warnings, administrative demerits and dismissal; Revoke the licenses of controllers in the command seat and monitoring seat on duty, and the controllers in the command seat on duty shall not engage in control and command work for life.

　　Overload operation is common.

　　In fact, for air traffic control, safety should be an eternal theme. In the final analysis, it is the core task of air traffic control to ensure the safety of aircraft take-off and landing and flight and avoid collision. However, in the face of the rapid development of the domestic aviation market and the growing civil aviation fleet, the pressure on air traffic control itself is increasing day by day.

　　Jiang Yanjun, director of the safety management department of the State Air Traffic Control Administration, told reporters that it is almost a common phenomenon that air traffic control is overloaded from a national perspective.

　　Jiang Yanjun:All places have moments of overwork. For example, if we overshot in a certain period of time, it is not a long-term overshot, but the places with more time for this overshot should account for more than 30%. Like Yunnan, Guangxi, Guangdong and Xiamen, they are all super.

　　Jiang Yanjun believes that the direct negative effect brought by overload operation is the increase of security risks. First of all, this shows that the novice error rate in the post will increase.

　　Jiang Yanjun:Like us this time, one returned last year, and 11 of the 22 cases were made by new comrades.

　　Management deviation and novice error rate are high.

　　Statistics show that since 2013, the error rate of novice air traffic control system posts has reached 70% continuously, and the error rate reached 50% last year. Jiang Yanjun believes that at present, in addition to the three major air traffic control hazards of human error, military and civil aviation collision and runway diving, the operation of new controllers has almost become the fourth major hazard. At the same time, some skilled controllers will make mistakes due to heavy workload and fatigue. Jiang Yanjun analyzed that the reasons for the overload operation are: first, compared with the overall development speed of domestic civil aviation, the development of air traffic control lags behind and the security is relatively tight; The second is the deviation in its own management. Take team training as an example. In recent years, with the emphasis on safety, the air traffic control system has rushed to the front line to pay attention to safety, and front-line employees have basically been on duty all day, so job training has naturally been ignored. For air traffic control, improving the quality of talents is precisely the foundation to ensure safety.

　　Airport construction air traffic control lacks the right to speak

　

　　Professionals pointed out that air traffic control is one of the three pillars supporting the development of civil aviation industry. However, from a practical point of view, in the current layout of the aviation industry in various places, air traffic control often becomes a neglected link because of its small proportion and low participation. In fact, ignoring air traffic control, in a sense, ignores aviation safety.

　　Professionals believe that if civil aviation is compared to a human body, air traffic control is the nervous system of this body.

　　Take Kunming as an example. In the past, there was only one airport in Wujiaba. In recent years, driven by the tourism industry, airports are being built around Kunming. At present, the total shipping volume in Yunnan is more than that in the whole Northeast. But in fact, in the case of limited airspace resources, the number of flights is constantly increasing, which is equivalent to forcing air traffic control to cook without rice.

　　Jiang Yanjun:The amount in the air is too large, and it is too late for the controller to make any small negligence and issue a password to change it. It is a chance interval, which may cause a chance interval between planes, that is, the amount is up.

　　Jiang Yanjun also believes that ignoring the participation of air traffic control is actually unfavorable to the scientific planning of the airport, shortening the interval and expanding the capacity. In the final analysis, it is still unfavorable to safety.

　　Airport flow control to reduce risk factor

　　In recent years, flight delay has attracted more and more social attention, and one of the reasons for flight delay is flow control. When encountering airport flow control, passengers often wait for hours on the plane. In this regard, the relevant person in charge of the National Air Traffic Control Administration explained that airport flow control is a measure that must be taken when the flight is saturated, because only in this way can safety be ensured.

　　Jiang Yanjun:The most important thing of flow control is for safety. Flow control is not for your flight delay, but because I can’t hold it, so it’s not safe for you to come again. The plane is less than the interval, and the plane hits. What should I do?

　　Jiang Yanjun said that air traffic control connects the take-off and landing of aircraft around the flight time. In the connection, the tower controller calculates the take-off and landing time of the aircraft and the interval between the aircraft in seconds. As soon as a plane takes off, a plane will land. The formation of such a smooth flight flow requires the cooperation of airports and airlines. Once this connection is interrupted for some reason, the direct result is that the flow control time is postponed, and consumers will increase the waiting time on the plane. In fact, controllers actually want flights to be normal more than anyone else, because their work is full every hour. Once the flight in the last hour is abnormal, they will move to the next hour. In this way, in the next hour, all aircraft take-off and landing, safety interval and other data will be recalculated, and the risk factor will increase when the load is exceeded.

　　China’s civil aviation safety level ranks among the top in the world.

　　Feng Zhenglin, vice minister of the Ministry of Transport and director of the Civil Aviation Administration of China, said recently that the civil aviation safety situation in China was generally stable last year, and there were no transport flight accidents and air defense safety accidents. China civil aviation has zero tolerance for safety accidents, and its safety level is in the forefront of the world.

　　Feng Zhenglin said that up to now, China Civil Aviation has been flying safely for 76 months, with a total of 45.96 million hours of safe flight, which has ensured air defense safety for 14 consecutive years. In recent ten years, China civil aviation has transported one million flights, with a major accident rate of 0.036, which is only 1/12 of the world level in the same period. In management, China Civil Aviation adheres to four strictness, namely, the strictest responsibility, the strictest supervision, the severest punishment and the most serious accountability. At present, from the perspective of the world, the symptoms of civil aviation accidents in China are far lower than those in some developed countries. Last year, there were only 22 air traffic accidents in China, while in European countries, there were only 146 in Germany.　

Text |C2CC New Media

A few days ago, Chanel led the establishment of Traceability Alliance for Sustainable Cosmetics (TRASCE). According to the official introduction, TRASCE Alliance was established to deal with destructive events in the cosmetics supply chain, including health crisis, climate crisis-related events and geopolitical challenges.

The alliance consists of 15 beauty companies including Chanel, Clarins, Dior, Estee Lauder, L ‘Oreal, Shiseido, L ‘Occitane and Sisley, and international raw material packaging suppliers.

In recent years, international beauty giants have continuously increased the number of sustainable beauty cosmetics and formed industry alliances with the goal of environmental protection and sustainability. In February 2022, 36 international beauty care groups, including L ‘Oreal, Henkel, Unilever, LVMH and Natura &Co, announced the establishment of the Eco-Beauty Score Consortium, aiming at establishing a brand-independent and transparent cosmetic environmental impact assessment and scoring system for the whole industry.

On the road of promoting the sustainable development of beauty, international brands are indeed at the forefront, and may be more than one position ahead of domestic brands. For example, L ‘Oré al promises that by 2030, 95% of the ingredients in the brand formula will be bio-based and 100% of the plastic packaging will be recyclable; Unilever’s goal is to achieve zero emissions of all products from production to sales by 2039; By 2030, P&G will achieve 100% FSC certification and so on.

International brands have the first-Mover advantage in the field of sustainable beauty, and occupy the right to speak in the international market. However, the formation of the alliance, to a certain extent, is also shaping the brand authority. It is not excluded that they hope to re-divide the global market position and create barriers to industrial competitiveness through the form of alliance, which may increase the difficulty of domestic products going to sea and further raise the threshold for China brands to enter the European and American markets.

01 "abandoned" natural organic

Ten years ago, "organic", "natural" or "plant" skin care products were all the rage in China market. With the popularization of basic knowledge of ingredients, formulas and efficacy of skin care products in the industry, consumers found that "natural and organic" did not mean safer and more effective, and skin care products with scientific basis and clinical efficacy were more popular with consumers.

Therefore, many imported brands focusing on the concept of "natural and organic" have lost their reputation in the China market. Only last year, British organic skin care brand Aurelia, Japanese natural organic make-up brand Naturaglace, New Zealand natural skin care brand Snowberry and other natural organic brands closed Tmall flagship stores in China.

The concept of "natural and organic" is no longer the golden key for foreign minority brands to open the door to China market. More importantly, from the perspective of national policy supervision, China has never really opened the door for "natural and organic" beauty cosmetics.

On July 1, 2012, China cancelled the organic certification of cosmetics, and in 2015, the words "organic", "pure natural" and "0-added" were included in the prohibition language of cosmetics labeling in the Measures for the Administration of Cosmetics Labeling. As soon as the policy comes out, it basically means locking up the growth space of natural and organic concepts in the beauty market in China.

Not only that, international beauty giants seem to be deliberately giving up the concept of natural organic. In November 2023, L ‘Oré al sold Sanoflore, a natural skin care product, to private equity firm Ekkio Capital in a low-key way. Earlier, L ‘Oré al Group sold The Body Shop to Nature&Co Group.

It can be said that natural organic beauty cosmetics died early before they rose in the global market, but it did not affect the concept of planting grass in consumers’ minds. More importantly, green, healthy and sustainable development is the development trend that all major industries in the world are following.

According to the data of White Paper on Pure Beauty Industry, from 2020 to 2027, the global pure beauty market is expected to grow from 5.4 billion US dollars to 11.6 billion US dollars, with a compound annual growth rate of 12.07%. In China, 86% of China users said they would consider using Clean Beauty products, and the number of pure beauty users in Amoy increased by more than 31% year-on-year.

According to Bain’s Insight into Sustainable Consumption Trends in the Asia-Pacific Region, 90% of the respondents are willing to pay a premium for the sustainability of products, and as many as 51% of the respondents regard environmental protection as one of the three most important shopping standards.

Compared with natural organic and pure beauty, sustainable beauty can be regarded as a higher-level version. At present, domestic and foreign brands are constantly "washing green", and the mass society will also pay attention to how brands practice the principles of "openness, transparency" and "traceability", such as sustainability in raw materials and research and development; Environmental protection in production, terminal, packaging, logistics and so on. "Natural and organic" is being reborn with the concept of "sustainable beauty".

02 domestic beauty cosmetics catch up with the sustainable wind

At present, there is no clear definition of sustainable beauty at home and abroad, but it is generally believed that sustainable beauty includes two dimensions: content sustainability and packaging sustainability.

In terms of contents, sustainable beauty cosmetics pursue minimalist ingredients, safety, transparency, naturalness, organic, traceability and environmental friendliness. In the outer packaging, sustainable beauty should adopt recyclable materials, recycled raw materials and reusable packaging design. In addition, in the production, research and development, circulation and other links, brands should also implement more energy-saving and emission-reduction measures as much as possible.

For international beauty brands, sustainable beauty has become a must for brand development.

In the second half of last year, sustainable beauty became the darling of the international capital market. Yepoda, a natural skin care brand with sustainable concept in Korea, completed the A round of financing; Líha Beauty, a British aromatherapy natural and sustainable skin care brand, received an investment of 1 million pounds; Iris&Romeo, a "pure" beauty brand, has been invested by True Beauty Ventures and so on.

Back in the domestic market, compared with the prohibition of natural and organic concepts in the field of beauty, the state is encouraging the development of sustainable beauty.

Previously, the "Implementation Plan for Promoting Green Consumption" jointly issued by the National Development and Reform Commission and other seven departments clearly stated that by 2025, the concept of green consumption in China will be deeply rooted in the hearts of the people, and the green transformation of consumption in key areas will achieve remarkable results, and the green consumption mode will be widely implemented, and the consumption system of green and low-carbon circular development will take shape; By 2030, green consumption mode will become the conscious choice of the public, green low-carbon products will become the mainstream of the market, and the green low-carbon development model of consumption in key areas will basically take shape.

Under the guidance of sustainable development and green consumption, many domestic head beauty enterprises are vigorously promoting ESG construction.

Bettini, Nature Hall, shanghai jahwa, Polaiya and other brands are already releasing ESG reports, planning outlines and proposals. In the report, Polaiya Group disclosed that in 2022, the per capita office power consumption will be reduced by 4.36% year-on-year, and the per capita office water consumption will be reduced by 13.27%. Carbon dioxide emissions will be reduced in raw material procurement, product production, product packaging and logistics transportation, and the accumulated carbon emissions will be reduced by 2,261.23 tons. Betani guides the development of packaging through three major directions: new structure and new material, plastic reduction and non-plastic, and introduces the concept of green packaging from the design end.

Alexandra Palt, Chief Corporate Responsibility Officer and CEO of L ‘Oré al, once said that through the topic of environmental protection, brand value can be better enhanced, thus guiding consumers’ consumption choices. The brand’s sustainable development and sense of social responsibility can affect the purchase behavior of individual consumers, and consumers’ recognition of sustainable beauty can also promote the brand’s development in this field.

Sustainable beauty should not only be a marketing concept, but more brands need to practice sustainable development with practical actions. China’s beauty industry needs to participate more in the international sustainable beauty alliance, and establish its own alliance system and standard system, so that sustainable beauty will become the outlet to promote the development of the industry in the "post-ingredient era".