Text/Jin Cuodao Channel

"Riding the wind and breaking the waves" entered the 3.0 era.

The rising path of the term "Sister Lang" is very similar to that of women in this era.

It seems that since the first two years, a kind of feminism against traditional people has reached its climax."Feminism" and "mistress" have repeatedly become marketing terms with their own topics.

Under this momentum, women seem to have to meet the new expectations of society in order to be worthy of the title of "women of the new era" and deserve praise; In some marketing tones, women seem to be great enough only if they are independent and powerful.

As time goes on, we can see that the marketing that can make women "buy" gradually decreases, and her consumption seems to have entered a "weak period".

The reason is that the over-hyped "female gaze" and the "overcorrection" in order to seize the feminist slogan are revealing more and more problems. Many marketing slogans that seem to advocate women’s interests have imposed more shackles on women.

Female marketing is becoming more and more difficult, and many enterprises that want to seize the dividend of the times seem to be in a dilemma.

In this slightly embarrassing state, how can brands better solve the problem if they want to enter women?Euler, a car brand that loves women more, launched a special "confession" in the past 520 and handed in a high score answer sheet.

Looking back at the general marketing ideas when women’s topics just emerged, most of them are "independent you are the most whispering", "confident you are the most beautiful" and "free you are the most noble" and so on.

Although it is true, independence, self-confidence, freedom, etc., these words should imply sincere yearning for beauty, but when they become empty "please" that only exists in slogans and floats on the surface, they are not tying new burdens to women.

The frenzied marketing trend went down, and even the word "woman" on Women’s Day was once kept secret, and instead it was called "goddess" and "queen".

Since the beginning of this year, the marketing campaign with crazy momentum in the previous two years seems to have begun to be less intense, and the topic is far less sharp than before. The female theme that once "exploded per capita" no longer appears in the screen.

It is not so much that people are getting tired of women’s topics as that the society hates the routine marketing campaign.

of course，There are still some "heart-wandering" marketing cases quietly out of the circle.

Polaiya said: "Gender is not a boundary, but prejudice is"; Zhiben said: "I want to be what I want to be"; JD.COM said: "Her unknown side, every side is amazing"; Hua Xizi asked: "How do we reach the balance?" … Brands no longer praise women blindly in order to attract people’s attention, but dig, discover and affirm their unique qualities in a gentle way, and finally land on women’s actual pain points and growth demands.

Just past May 20th, the pre-sale conference of Euler Ballet Cat "Come for Love" also confirmed this trend.

Are women and cars inherently lacking in tacit understanding? I’m afraid not. By 2021, the number of female drivers in China has reached 162 million, accounting for 33.68%. With the rise of women’s demand for car purchase, her voice is eager to occupy a place in the automobile field, but unfortunately, such rights are still relatively lacking.

This is the pain point that Euler is facing directly.It is under the dedicated determination to "love women more" that Euler’s first female-only car, the ballet cat, arrived.

What kind of car do women need? Let women say:

The exclusive female research team of ballet cats unveiled at the pre-sale conference is the first in the industry. They come from various fields related to women’s life, such as fashion, jewelry, home, mother and baby, and make comprehensive suggestions for the design of ballet cats.

Is there a tacit understanding between women and cars? Let her feel for herself:

Ballet Cat sincerely invites AoDingwen, a national first-class actor and young dancer, to interact with the ballet cat at the pre-sale conference as a representative of elegant women, so as to fully show the elegance, fashion and thoughtfulness of the ballet cat to women.

As Wang Weiwei, CMO of Euler Auto, said at the pre-sale conference of ballet cats: "Euler makes cars for women, and the origin of thinking is not narrow feminism, not encouraging women to live, but making women better become women, gentle and firm, romantic and beautiful, and harvesting the softness and happiness they deserve."

In other words,Women don’t need to be taught how to be women.

We must admit that the natural differences between men and women in physiology and psychology, including vision, body feeling and emotion, are the best solutions to help women find themselves. It is precisely because Euler had such an understanding a long time ago that the ballet cat is what it is today.

People have an eternal pursuit of beauty, and the aesthetic concept of elegant renewal of ballet cats explains the aesthetic that is more in line with women’s pursuit. The use of arcs conveys a soft and elegant aesthetic feeling, and with a retro attitude, it interprets the fashion trend that is out of date; Dingbai, Azure, Rice Glaze, Junxia, Morning White, Golden Wind and Jade Dew, the official six colors condensed the glaze essence of Song Dynasty porcelain.

From the east to the west, from the classic to the trend, the ballet cat subverts the traditional masculinity in terms of automobile design, and from the perspective of women, this temperament complements each other.

At the same time,Ballet Cat has also reconstructed a deeper concept of "female friendliness" for cars, and we can see the "connotation" tailored to the needs of female segmentation in it.Workplace beauties, omnipotent mothers, beautiful girlfriends … What inconveniences do women face in different roles and different life scenes?

When commuting or dating, the ballet cat can be a mobile dressing room. The oversized cosmetic mirror with LED light source and the cosmetic box at hand are very convenient. You can also take a selfie in the car when you are in a good mood.

Driving with cold hands and physical discomfort during the physiological period, the ballet cat can be a warm man with intimate companionship, and the seat, steering wheel and air conditioner can be activated by voice control or one button to be surrounded by warmth;

When taking care of children, the ballet cat with children’s mode turned on can be a good helper, so that mothers can check the children’s situation in the car in real time while driving, reducing potential safety hazards;

There are also functional systems designed for actual scenes, such as braving the wind and waves mode and goddess mode …

The exclusive seat designed based on women’s ergonomics, the steering wheel size set for women’s shoulder width and palm size data, and even the angles of the seat, steering wheel and dashboard are precisely adjusted for women’s physiological data …

These are the answers that ballet cats give to women—Exclusive preference.

Undoubtedly,The current female consumption is still in the dividend period.So can this dividend period last for a long time? The answer is actually yes.

Since the beginning of this year, the battle of brand marketing seems to be much milder, but the consumption trend of her economy is still strong. The "Tik Tok 38 Festival" data report shows that the number of female consumers increased by 115.6% year-on-year.

In the automobile circle, with the increasing demand for women to use cars, the "female-only" tailored for them has just ushered in the ballet cat, a real new force.

At the pre-sale conference of ballet cats on May 20, Euler officially announced that the pre-sale price range of ballet cats was 193,000-223,000 yuan. Once the pre-sale was opened, it achieved good results. It is conceivable that the volume of women in the field of automobile consumption still has a huge room for explosion.

However, if you want to really reach the heart of women, you need the brand to focus on exerting force;About the female theme of marketing, it is a "long-term doctrine" that needs the brand to dig deep.

Euler’s determination can be seen from the moment when the official announced "a car brand that loves women more". Euler’s first female-only car, the ballet cat, is a key step for Euler to enter a new era of female marketing, and it is also a new starting point for Euler’s brand to rejuvenate and improve.

"Today’s consumer market, not win in the big and complete, but win in the small and specialized.The more focused you are, the more you will win.Dong Yudong, CEO of Euler Auto, said this.

Conclusion:

Although the current female theme is sensitive, "her power" is still a trump card. In order to really break the so-called "weak period" of marketing, marketing ideas must first be put in a correct position.

Slogan-style touting may make people "go to the top" for a while, but rhetoric divorced from reality will never really reach people’s hearts, and the dream bubble away from reality is doomed to burst with a poke.

Because women are kidnapped by these slogans, it’s hard to tell whether they should follow their own heart to realize themselves or adapt to the new expectations of society. What brand marketing can do is not to draw a big "cake" for women, but to think about what it can do for women.

"Love her" is not to forcibly shape her into what society expects.

But let her have more room to turn around in this world and find her own light with her.

Near New Year’s Day, Spring Festival and Winter Holiday.

Is the desire of many friends to travel far away more and more intense?

However, those who want to go out should pay attention!

During the Spring Festival of 2024, the number of air ticket bookings has begun.

Economy class air tickets for some popular domestic destinations have been

Spring Festival travel rush in 2024

From January 26th to March 5th.

A total of 40 days

The price situation inquired by a travel client on December 12 th. The reporter of News Square inquired about the travel APP and found that in December and January,

The price inquired by a travel client on December 12 will last until February 7 and 8, that is,

The price inquired by a travel client on December 12th.

The price inquired by a travel client on December 12th.

The price inquired by a travel client on December 12th.

so

If there are citizens who plan to travel during the Spring Festival holiday,

Is it appropriate to start buying air tickets now?

Insiders say this is also necessary.

With the recovery of outbound demand

Passengers’ willingness to travel internationally has improved significantly.

Recently, international flights are also continuing to "get new"

China Southern Airlines plans to

From December 12th.

Resume the Zhengzhou-London direct flight route

A new Guangzhou-Zhengzhou-Luxembourg route will be opened on December 21st.

December to January next year

China Eastern Airlines plans to add recovery.

Shanghai flies directly to Cairo, Fukuoka and Dubai.

Brisbane and many other routes.

International and regional routes are expected before the end of the year.

Reach 80% in 2019

According to the data of many online travel booking platforms in China, with

The increase in demand will also speed up the resumption of flights. At present, many cities in China have opened direct flights to Malaysia and other places. In response to the growth of travel demand, airlines have also begun to make capacity adjustment and deployment.

New Year’s Day and Spring Festival holidays

Do you have any travel plans?

Have you bought the plane ticket?

If the time has been arranged,

We must seize the last chance to find out!

Maybe you often hear this sentence: "It’s terrible to be uneducated". So what exactly is "culture"?

Recently, I saw such an explanation, which was said by the writer Liang Xiaosheng and can be summarized in four sentences:

Cultivation rooted in the heart; Consciousness without reminding; Freedom based on constraints; Kindness for others! ???

In other words, these four sentences explain what culture is.

Self-cultivation rooted in the heart means doing things properly, being calm when encountering many things, and being polite to others.

It is not that a high degree of education means cultivation, and even some people with high academic qualifications have poor cultivation quality. There are still such people in life! For example, he has a bad temper and often greets other people’s families. Such people, no matter how high their academic qualifications are, are not literate.

I don’t need to remind myself that I am talking about some details. For example, we can understand the inconvenience of pregnant women and the elderly by car and consciously give up their seats; Stand in line consciously when eating.

There are still many details. Generally speaking, pay attention to other people’s feelings, and don’t do to others what you don’t want them to do to you. Take the initiative to care about others, instead of always relying on others to remind you.

Freedom on the premise of restraint. It is said that freedom is not what you want to do. But there must be a premise.

For example, what short video sounds are the most annoying when the phone is turned on in public? Why don’t such people consciously wear headphones, but the sound is very loud and boring. Without considering other people’s feelings at all.

You are free to listen to the sound of your mobile phone, but don’t affect others.

Kindness for others. What I said is not to embarrass others, but to be good for others from the heart. But it doesn’t mean to be a good man, but to help the poor, punish the strong and help the weak, and care and trust others.

The above explanations are some of Xiaobian’s own understandings.

Of course, there are many definitions of culture. But in everyone’s heart, there will be a ruler to measure what culture is. And extracting the essence should be the culture that everyone agrees with.

Thank you for your attention, and hope to help everyone!

Source: People’s Daily Online-People’s Daily Overseas Edition

Customers buy cosmetics in Haikou Riyue Square Duty Free Shop. Xinhua News Agency reporter Guo Chengshe

"China’s beauty market sales will exceed 1 trillion yuan in 2025." According to an article in Women’s World Daily, China has become the key to the growth of global beauty companies, driven by the increase of family income, the continuous influx of newcomers and the growing local brands.

At the "June 18th China International Beauty Summit Forum" held by Women’s World Daily, Gian positano, head of the Italian Cosmetics Federation, said that the beauty market in China is expected to reach 92.1 billion US dollars in 2022. The growth momentum will mainly come from the rapid growth of the male beauty products market and the rise of domestic beauty brands.

According to the report, China is not only a key consumer market and manufacturing center, but also a driving force for innovation. From setting up research and development centers to investment funds, many international beauty giants continue to expand their investment in China; At the same time, many local brands of beauty cosmetics in China began to internationalize in order to explore the international market. China beauty brands are still entering foreign markets through cross-border e-commerce.

In recent years, the beauty market in China is full of vitality, showing new development characteristics. First, the growth rate is fast and the coverage is wide. At present, the market scale of China’s beauty industry is gradually moving towards trillion level; Second, facial basic skin care is the core track, accounting for the largest market share, and the growth rate of sub-tracks such as makeup and makeup is also faster; Third, the male beauty market is developing rapidly, and major brands are competing to enter the market. In addition to "her economy", "other economy" has also quietly emerged; Fourth, domestic beauty brands have risen rapidly. Domestic brands have made remarkable progress in raw materials, formula and technology, and a large number of cutting-edge domestic brands such as Perfect Diary and Huaxizi have emerged.

China’s beauty market is booming, which is of great significance to promoting domestic and even global economic recovery. In terms of supply chain and industrial chain, the development of beauty industry is closely related to agriculture, biochemistry, glass industry, plastic industry, transportation industry and advertising industry, and many related industrial chains have been developed and integrated. This has a positive role in promoting the global industrial chain.

The unprecedented development of China’s beauty industry is the result of multiple factors.

First, with the continuous development of China’s economy, the main contradiction in today’s society has been transformed into the contradiction between the people’s growing need for a better life and the unbalanced development. Beauty products just meet the social needs and respect needs of consumers.

Secondly, more and more foreign excellent beauty brands have entered China, bringing advanced production technology, novel marketing methods and unique product concepts to the beauty market in China, promoting the industrial chain to be mature and perfect, and cultivating consumers in the beauty market in China to some extent.

Third, the consumer groups of beauty products in China are gradually expanding. With the rapid economic development, China people’s household income level and consumption power are constantly improving, and the demand for beauty products will also expand. In addition, some beauty brands have gone to other cities to explore the market after deep cultivation in first-and second-tier cities, and gained more sustained positive growth momentum.

Fourthly, the change of consumption concept provides a broad market for the development of beauty products in China. Generation Z consumers are the core consumer groups in the future beauty market.

Fifth, new social and marketing platforms such as live broadcast have expanded rapidly. The rise of social media, such as Little Red Book Assessment, online celebrity Live Delivery and KOL, has strongly promoted the development of China’s beauty market.

With the development of economy, the progress of science and technology and the change of consumer groups, there will be some new trends in China’s beauty market. First of all, driven by "Yan value economy", the influence of "Z generation" on the beauty market should not be underestimated. Secondly, digital transformation is the general trend. Digital transformation of layout is conducive to grasping the core channels of beauty products, such as credit payment method, digital marketing concept, digital network sales channels and so on. Finally, Guochao brand has great development potential. "Generation Z" consumers have a high degree of cultural self-confidence, preferring China elements and national brands, and new publicity strategies and marketing methods such as "co-branding" are loved by consumers.

If China’s beauty market wants to achieve steady and healthy development, it needs to firmly grasp the development direction. From the core competitiveness of beauty products, we should pay attention to the independent research and innovation of product formulas, establish a "moat" of domestic brands, and gain a place in the global beauty industry chain; From the special properties of beauty products, we should enhance the experience and efficacy of beauty products and enhance customer stickiness. As an "experience product", consumers will pay special attention to the core ingredients and actual use effect; From the perspective of development trend, we should focus on digital transformation, put product design and research and development, industrial chain operation and customer loyalty system on a digital platform, and then make a comprehensive layout of digitalization; From the perspective of sustainability, green materials should be used to promote sustainable development. Beauty products are "fast-moving consumer goods", and packaging materials will produce a lot of carbon emissions when they are processed. The country strongly advocates "carbon integration". If beauty brands can pay attention to sustainable development and combine with the major policies advocated by the country, it will not only benefit the brand itself, but also help the environmental development.

(Interview with Zhou Ying)