Wen/Muyu

Xiaohongshu wants to build an online city-state.

　

The reason why we say "polis" instead of "city" is because the word sounds more humanistic and ideal. Recently, Xiaohongshu officially launched the Community Business Convention. On the basis of the community values of "sincere sharing and friendly interaction" in the Community Convention last year, it added the business values of "sincere management and intentional creation", which set the tone for the direction of community operation.

　

Little Red Book officials are trying to convey an idea that they are creating an online city-state, and the users are all residents. They are sharing their real life online.

　

When anything develops to a certain scale, it will inevitably form some kind of public cognition, and Little Red Book, as the source of new consumption and online celebrity brand,Its "planting grass" attribute is deeply rooted in people’s hearts, which naturally makes people think of the scourge of "consumerism".

　

In Xiaohongshu COO Conan’s view, the public has a "cognitive angle" to Xiaohongshu.

　

Xiaohongshu COO Conan

The question that Little Red Book needs to answer is: Does it convey a "better life" or promote a "beautified life"? But this is not how the management expresses it, but will eventually land in the governance of the community.

　

From the official attitude, we attach great importance to this "convention".

　

As early as when the Community Convention was just launched, COO Conan of Xiaohongshu explained that it was called the Convention instead of the value norm because the value norm was more like a one-way request from the top down to the community residents from the perspective of community operators, while the Convention was a contract that Xiaohongshu repeatedly discussed and revised with different types of residents and finally formed.

　

When the content community is generally attacked by the community atmosphere and commercial realization, Xiaohongshu’s move is to return the focus to community governance.Is this "duty-keeping" a way to avoid conservatism or stick to one’s original heart? What impact will it have on its business fundamentals?

Left or right

　

Xiaohongshu chose to reinforce the city wall to counter the panic of commercial realization.

　

It seems that people in the content community are generally not good at making money. From Kelly Y Zhou in Zhihu, Rui Chen in bilibili, and Qu Fang in Xiaohongshu, they all talk about content operation, but they are all difficult in realizing business.In them, what you see is more the extension of some idealism, but less the decisive ferocity of some wars.

　

"In the early days of our business, we focused on content, never thought about the development path, and we were even more confused about how to realize it." Qu Fang’s words may represent the plight of all content communities.

　

The birth of these major content communities seems to have a sense of mission, but under the cruel survival test of business, these sense of mission now seems to be at a loss.

　

Data source: burning knowledge consulting, finishing by China Commercial Industry Research Institute.

Zhihu and bilibili, which have been listed, are under greater financial pressure. Take Zhihu as an example. In addition to the most traditional advertisements, members are sold, e-commerce, live broadcast and knowledge promotion are paid, but they are still struggling.

　

Compared with the first two,Xiaohongshu seems to be more "Buddhist" and "flat". He also does e-commerce and videos, but he feels that he has not exhausted his efforts. His local life is also in a state of "stocking" and he still earns money from advertising honestly.

　

However, it is obviously more and more difficult to earn money from advertising, and the traffic peaks, and the tigers are waiting around.

　

QuestMobile predicts that the growth rate of Internet advertising market in China will continue to decline in the next two years, and the content community platform is no exception. According to the report, the growth rate of social advertising market in 2022 and 2023 is expected to be 16.4% and 12.1%, which is significantly lower than the peak of 28.3% in 2020.

　

What is even more troublesome is that the business of "planting grass" itself has also been targeted by more and more people.

　

After Sina failed to push the oasis to stop Xiaohongshu in 2019, it quietly launched Hobby in March this year, positioning itself as a trend party for young people to create a community; Netease recently launched "Bi Ying", which is positioned as an emotional video interactive community for young people. In terms of product form and operation mode, both of them pay attention to and encourage life sharing, which is more like the video version of "Little Red Book" for the Z era.

　

Weibo screenshot

Not to mention Taobao and Tik Tok.

　

At the end of 2020, Taobao went online and became the first-level entrance of the homepage. It belongs to the grass content aggregation platform that positively marked Xiaohongshu. In less than one year, it achieved over 250 million monthly activities and over 50 million daily activities, contributing one-third of Taobao’s orders. Last year’s Double Eleven, Taobao visited more than 250 million users browsing grass content.

　

In Tik Tok, a team codenamed "L" was set up in the middle of last year to study Little Red Books, and the graphic function was launched in the App. There are rumors that a life-like community product is planned.

　

For Xiaohongshu, the diversified realization of uniform structure is still far away, advertising still supports the main revenue, and the businesses of the giants are crossing each other without borders. At this juncture, it is obviously more important to hold the basic disk of the community than commercial expansion.

What is "copy not to go"?

Little Red Book is an encyclopedia of life in the cloak of community.

　

In the Internet field, products are easy to copy, even at the pixel level, but at the same time, products are difficult to copy, and even the founding team can’t make a new one.

　

The moat of Little Red Book is actually higher than many people think, which is also its core value.

　

Peeling off the seemingly exquisite consumerism coat of Little Red Book, its skeleton is actually very pragmatic.

　

This pragmatism is not the efficiency orientation of the business model. In fact, Xiaohongshu’s start-up team has no entrepreneurial experience or Internet experience. The earliest product of Little Red Book is a PDF of Hong Kong shopping guide, which was made by Conan. In fact, it is a very simple strategy sharing, and strategy is a collection of methodology. Later, less than a month after the PDF document was launched, it was downloaded 500,000 times.

　

Source: Network

The later content trend of Little Red Book also continued this route, that is, sharing practical life notes.

　

Before 2016, Xiaohongshu’s recommendation mode was featured by editing and centralized operation, which would affect the product efficiency, but it formed an overflow of social and cultural content value, which is actually the function of the media, with the content surplus of local culture to popular culture, realizing the spread of influence and the growth of users.

　

Under the greatest common denominator of "life", the content boundary of Xiaohongshu has been continuously broadened, from beauty and clothing to home improvement, emotion, workplace and self-growth, but it is always inseparable from the word "useful".

　

This is the root of the strong search attribute of Little Red Book as a content community.

　

It has precipitated a lot of practical life experiences, and the long tail effect of the content is obvious, and many notes are constantly being dug by latecomers. A strange phenomenon is that the notes of Xiaohongshu are often collected more than praised.

　

The strong functionality of the little red book actually makes it play the role of an online dictionary of life experience in a sense, which means that the longer the little red book is operated, the higher the value of the precipitated content and the higher the moat.

　

The maximization of this "usefulness" lies in encouraging users to produce UGC content.In turn, it promoted Xiaohongshu to build a set of traffic "equal rights" mechanism.

This is actually closely related to the attributes of the content.

　

Life experience is universal rather than authoritative, and it doesn’t need any vertical professional endorsement. For example, Weibo and Zhihu started their business by introducing public knowledge, while the latter invited Internet tycoons and elites to endorse the platform through social status and identity authority, and output high-value content to achieve the diffusion effect from the center to the periphery, attracting more users with an attitude of onlookers and learning.

Screenshot of Xiaohongshu

These big V’s are performers in the center of the stage, and users are fans who applaud, which constitutes the power structure of the platform. Once this power structure is broken, for example, Weibo is publicly criticized and Zhihu V is skinned, the authority of community content will be completely deconstructed and become a noisy and disorderly public opinion field.

　

The content, form and operation mechanism of Little Red Book avoid this kind of conflict, and the subjectivity of life experience makes it not have top-down power and class overlooking color.

　

Unless "showing off wealth", this is also the main source of the public relations crisis and negative public opinion of Xiaohongshu. Therefore, in the Community Convention, Xiaohongshu explicitly opposes showing off wealth. In the conversation between Conan and Liu Qing, she also mentioned that Xiaohongshu will blur this class and sense of gap through operation.

Life experience can be contributed by everyone, so in order to let users contribute more UGC, Xiaohongshu did not intend to guide KOL, which also formed a situation that Xiaohongshu was all over the small KOC and lacked the top KOL. Here, the content distribution of "Little Transparency" and "Big Brother" is equal in traffic, and ordinary users without fans may also produce an "explosive article".

This is also related to the content form of pictures and texts. For example, in bilibili, the aesthetic threshold of video content produced by amateurs will be very low, which will affect the content presentation quality of the whole community. Therefore, bilibili will intentionally guide the professional UP, while the production threshold of pictures and texts with little red books less than 1,000 words is much lower for ordinary people.

　

Bilibili and Xiaohongshu, as the two most sticky communities in the content community, are inseparable from their respect for users themselves, rather than just treating them as digital traffic.

　

In an exclusive interview with LatePost, Rui Chen bluntly said: "Users in China are the cutest, because too few enterprises in China regard users as equal people. As long as you treat him as an equal, he is very protective of you. "

　

The complexity of the multilateral relationship in the content community naturally makes it difficult to operate, which is different from the clear bilateral relationship of buying and selling in the e-commerce platform, and the nodes with balanced interests are easier to control.

　

Therefore, the content community will inevitably go into strong operation and realize intervention through value orientation.With the growth of users, how to find a clear and definite value of the greatest common denominator is also a challenge for every content community.Bilibili broke the circle from the secondary group and Zhihu sank from the Internet elite, both of which were and are still facing the situation of split community atmosphere.

　

Data source: burning knowledge consulting, finishing by China Commercial Industry Research Institute.

It was not until 2021 that Xiaohongshu explored the Community Convention, condensed the community values of "sincere sharing and friendly interaction", and extended it to the business values of "sincere management and intentional creation" in the recent Community Business Convention, and guided it through detailed provisions.

　

Zhang Xiaolong mentioned in the product view behind WeChat that people are the reactor of the environment, so it is necessary to create an "environment", and then this "environment" will determine what kind of reaction users will make, and users will be drawn by the "environment" you create.

　

This actually means that the content community can’t really be "decentralized". Conan also said when talking with Liu Qing that Xiaohongshu can’t accept all phenomena just because it is a platform. After 2016, Xiaohongshu introduced algorithm recommendation and implemented "decentralization" in traffic distribution. However, it is still exploring "central idea" in operation and value guidance, which is the hidden line of Xiaohongshu and intentionally shapes the community atmosphere through traffic mechanism.

　

The biggest moat of Xiaohongshu lies in the "organic environment" that it combines systematic evolution with its own value orientation.

How does the "polis" do business?

　

Not making money is immoral in business.

　

Xiaohongshu proposed to build an online city, of course, not only based on a community experiment, although the community does have a lot of room for exploration in China. The earliest pioneer of content community in this respect is Douban. As early as ten years ago, Douban built an online Alpha City, and the street names were completely decided by residents’ voting. It also built its own economic system, using virtual currency "adzuki bean" to trade, and residents can open small shops themselves. Here you can see a variety of services, even "casinos" and "cemeteries".

　

Alpha City is more purely experimental, and in today’s popular words, it is the earliest community meta-universe in China.

　

Compared with Douban’s willful "lying flat", it is not qualified not to make money because it has raised a large amount of money all the way to today, and its valuation is equivalent to 3 bilibili, 4 Weibo and 20 Zhihu.

　

Source: Network

When the Community Convention was launched a year ago, many business brands questioned whether Little Red Book was against business. For example, various restrictions on "planting grass". Since Xiaohongshu launched the special treatment of illegal marketing in December 2021, 81 brands with illegal marketing behaviors have been banned, and 172,600 related notes and 53,600 illegal accounts have been handled, including some well-known brands. The reasons for the attack are mainly concentrated in non-compliant marketing behaviors such as false grass planting, amateur spreading, and writing on behalf of others.

　

Subsequently, the brand violation sub-system was launched to further standardize and improve business rules by gradient governance.

　

This series of measures, from the perspective of community atmosphere governance, are radical, but from the perspective of business, they are actually pre-rules, and community atmosphere and commercial realization are not irreconcilable.

　

In the recent Community Business Convention, Yin Shi, the head of community ecology in Xiaohongshu, further explained, "We hope to fully express our attitude through the publication of the Convention, and we welcome business very much. Business itself is to create value, which is completely consistent with the core of Little Red Book. Business prosperity is also a particularly important part of the community. "

　

In the face of Liu Qing’s doubts about consumerism, Conan explained that consumption is an objective behavior, unless the content about consumption appears in a small red book with high density, it can only rise to individualism when it reaches a certain extreme, and the anti-consumerism appearing in a small red book is used to present the diversity and inclusiveness of the community.

　

Dialogue between Liu Qing and Conan

In the final analysis, Xiaohongshu wants to establish a sustainable development cycle system and improve the efficiency of business with systematic ecology. Xiaohongshu chose the concept of "city" because for a city, commerce is actually an indispensable role for residents to live and work in peace and contentment, and even the prosperity of the city depends on the development of commerce.

　

From the perspective of community governance, from "city" to "convention", a set of self-consistency in operation logic is constructed to resolve the tense relationship between life sharing and commercial realization.

　

In the Convention on Community Commerce, the perfection of the two rules of "transaction" and "marketing" is also forcing the brand and KOC to standardize their business operations, and further gathering them into Xiaohongshu’s own dandelion platform for trading. However, the problem is that in the past, commercial and KOC bypassed the official transactions, in addition to maximizing the benefits, it was also because Xiaohongshu’s 10% two-way commission was much higher than the general 5% industry proportion of platforms such as Tik Tok.

　

After the supervision of Xiaohongshu has become stricter, it is even more necessary to answer a question. How to prove that it has higher conversion efficiency than other platforms? Especially today, when the new consumption trend is slowing down and the brand of online celebrity continues to charm.

　

In the "Convention" and the official public speech, Xiaohongshu particularly emphasized "truthfulness" and "sincerity", which means letting KOC recommend only the products it recognizes from the heart and letting the brand introduce its services objectively and simply. This sounds very good and has a long-term color, but it still faces many challenges in the actual landing process.

　

Source: rocket data

A number of insiders close to Xiaohongshu have said that Xiaohongshu’s revenue data in 2022 will triple that in 2021. In the face of this pressure,Can the action be kept unchanged during the implementation of the Convention? Moreover, if the path of advertising dependence remains unchanged, revenue growth cannot avoid the increase in the density of commercial content. How can this be balanced?

　

A city without business can’t work, but a city full of advertisements will make people want to escape.

　

Xiaohongshu has planned a utopian online city picture, but there will also be a false prosperity in the city. For example, the stalls are big and look glamorous, but the fiscal revenue is far from enough to cover the cost of public construction, the deficit is too large, and the balance is far away.

　

Before the massive investment and sky-high valuation, can the account of Xiaohongshu be counted?

　　Handling a mobile phone number can not only make phone calls and send text messages, but also bind broadband accounts and get free broadband — — This "mobile phone package+free broadband" model sounds practical and cost-effective, and is favored by many consumers. Mr. Liu, a Shanghai citizen, chose a similar communication package. He told the author that the primary reason for his choice was "feeling very cost-effective".

　　However, some users said that without their knowledge, the free broadband that was handled a year ago began to be charged quietly, but it was difficult to cancel it. Is the "free broadband" package really affordable or is there a "trap"? What problems should consumers pay attention to when choosing this kind of business?

　　"Package" is not for everyone.

　　Data show that at the end of 2018, the number of fixed Internet broadband access users in China reached 407.38 million, an increase of 58.84 million over the end of last year. Free broadband and preferential packages vigorously promoted by major operators are indispensable. Operators seize market share through free broadband, which makes giving free broadband to mobile phone packages increasingly become a mainstream communication package type. However, when different consumers choose this kind of package, the experience is very different.

　　Yan wang, who lives in Zhengzhou, Henan Province, has been using a mobile phone to bind broadband services for three years. "The free broadband given in the mobile phone package is no problem to use, and the mode of automatic monthly payment also provides convenience for users." Yan wang said that when he first moved into his new home, he packed a set meal with the recommendation of the salesman. "Do broadband alone for a month to 40 yuan; Tied together, the telephone bill and broadband add up to 68 yuan every month, and I feel that the price is still very affordable. "

　　However, Cui Le, a junior at Wuhan University, is not satisfied with the same "free broadband" business. Under the propaganda of the communication company, Cui Le and several roommates handled a set meal together. However, after a period of use, Cui Le found that the given broadband service was not suitable for campus use: the database purchased by the school could not be used, and the teaching platform could not be logged in. But at the beginning of the business, no one told them that such problems might occur. After several months of continuous deduction, Cui Le and several roommates felt "lost" and had to go to the business hall at the same time to unsubscribe from the business and cancel their mobile phone numbers.

　　Be careful of "default automatic renewal"

　　The author’s investigation found that consumers’ dissatisfaction with the "mobile phone package+free broadband" model is mainly reflected in the following aspects:

　　Free broadband is difficult to meet the needs of specific groups. Like Cui Le, many students in school have been troubled by the incompatibility between free broadband and campus network, which leads to the helplessness of going to the library to "surf the internet" when there is broadband in the dormitory.

　　Most free broadband packages are automatically renewed by default, which is unreasonable for users who don’t want to use broadband continuously. Netizen "john young" vomited on the social network that his phone bill somehow rose to the monthly 300 yuan. Only after inquiring did he know that the free broadband he had received had expired, but the service did not terminate, but he continued to deduct money.

　　For users who want to unsubscribe, change packages or "port number transfer", the process is relatively troublesome. Xiao Zhang, who studied at the Central Academy of Fine Arts, applied to the operator for changing the lower tariff package in early 2018, but it has not been changed successfully so far. "The salesman first said on the phone that he would help me change it and take effect the next month, but then I found that the previous package had been automatically renewed for one year. To cancel the contract, I can only go to the business hall where the number belongs. My mobile phone number is from my hometown in Henan. It is impossible to go back from Beijing just to change the package. "

　　"port number transfer" forced operators

　　Can consumers avoid the above troubles while enjoying the preferential treatment? During the interview, Xu Li, a staff member of China Unicom, suggested that consumers should fully understand the package and contract before buying. "In order to avoid unnecessary troubles, users must carefully read the terms of the package contract before or during the handling of such bundled packages, and ask for early termination, ‘ Port number transfer ’ , due fees, etc., and then make a choice based on your own situation. " Xu Li said.

　　In response to the problem of automatic fee deduction, Liu Chunyan, an associate professor at Tongji University Law School, pointed out that mobile phone operators and users signed service contracts. If the operator does not inform the user and changes from free to charge, it is a unilateral change of the contract, which is a violation of the contract and constitutes a breach of contract. Furthermore, taking the form of automatic deduction unilaterally also infringes on the property rights of users, which constitutes infringement.

　　The promotion of "port number transfer" is also forcing major operators to improve network quality and service level as soon as possible. On May 21st, at the policy briefing in the State Council, Chen Zhaoxiong, Vice Minister of the Ministry of Industry and Information Technology, pointed out that users should be guaranteed to fully enjoy the rights and interests of "port number transfer" and ensure that "port number transfer" will be realized nationwide before November 30th this year, so as to truly "take the number in hand and leave when you say it".

　　Xu Li believes that "port number transfer" has brought great challenges to operators. "In the future, we will optimize the package and simplify the products from the user’s point of view." Yan wang said with emotion: "‘ Port number transfer ’ The times are coming, and operators should think more about how to make good products. Users should be informed of the package terms more transparently, instead of using ‘ Free broadband ’ Wait for the gimmick to tie the user. "

　　This is a different student: no sweat glands, no sweat, and his legs can’t stand because of illness. Facing the child’s eager eyes, the people in Jiulongpo District and the teachers in the primary school relayed their education and gave him special love … …

　　"See which edges are equal in length?" Yu Bangying held a cuboid teaching aid in his left hand and gestured with the numbers read out by Li Jiajun in his right hand.

　　Yu Bangying is a math teacher at Renhe Primary School in Zhongliangshan Street, Jiulongpo District, and 14-year-old Li Jiajun is a student of this school. But the place where they attend classes is not the school, but the home of Li Jiajun in Chaoyang Community, Hualong Jiayuan Community.

　　On March 27th, He Zhongyong, deputy secretary of the Party branch of Renhe Primary School, told Chongqing Daily that because Li Jiajun couldn’t stand on his legs, 24 teachers from the school, including Yu Bangying, were sent home every week to help Li Jiajun with his homework. So far, they have persisted for seven months.

　　Special students

　　You can’t walk without sweat glands and legs.

　　"Can you do something to keep the doll studying?" Last September, on the day of school, my father Li Zhonggang went to school with Li Jiajun weighing 120 pounds on his back. His eyes were full of prayers. "The doll especially wants to study!"

　　Li Jiajun in front of him has fair skin, bright eyes and a bright smile. Li Jiajun has no sweat glands and no sweat since he was a child. When the temperature exceeds 25 degrees Celsius, he will have a fever all over his body. After school, every June and September, he had to attend classes in the morning and go home in the afternoon to "avoid the heat". Fang Tao, principal of Renhe Primary School, said, "The school has also prepared an air-conditioned study room for him."

　　In 2014, Li Jiajun’s left leg was inexplicably swollen, and the valgus of the knee joint was not straight. Then he dropped out of school for a year, and after surgery, he still limped. Although it was difficult to walk, he kept going to school with the help of his classmates to help him go to the toilet and go upstairs and downstairs. In 2017, Li Jiajun also had swelling in his right knee. He dropped out of school for a year and sought medical treatment, but he still couldn’t stand. From then on, he could only sit in a wheelchair.

　　Li Jiajun is a strong child.

　　"I can’t always stay at home and watch TV and play with my mobile phone." He missed the teachers and classmates at school and asked his parents to send him to school. "I want to study."

　　Li Jiajun’s physical condition is no longer suitable for studying at school. Fang Tao and He Zhongyong suggested that parents accompany him. But in recent years, Li Zhonggang and his wife spent 200,000 yuan to treat Li Jiajun, sold their house and closed the small restaurant that had a good business. They have to work to earn money to support their families and seek medical treatment for their sons, so it is difficult to accompany them. Looking at Li Jiajun’s eager eyes and his parents’ anxious expression, Fang Tao and He Zhongyong fell into deep thinking.

　　Special action

　　Twenty-four teachers sent their teachers home by relay.

　　After repeated discussions, the school leadership decided to send a proposal to the teachers while retaining Li Jiajun’s student status, recruiting and forming a "love sending group" to send teachers home by relay.

　　"I didn’t expect as many as 24 teachers to sign up." He Zhongyong said that Li Jiajun’s grades were not very good because he delayed too many classes. But teachers believe that it is precisely because of this that it is more necessary to send teachers.

　　So everyone started the special action of relay teaching.

　　On September 18th, last year, He Zhongyong led 24 teachers of "Love Sending Mission" to Li Jiajun’s home to pick up and drop off teachers, and sent desks, chairs and school supplies. It is agreed that two teachers will be sent to the school twice a week, and each time two teachers will come to the door to complete the two-hour work together.

　　At 10: 00 am on March 27th this year, Yu Bangying took math first, and then teacher Li Xiaojiao spoke Chinese.

　　Yu Bangying finished the cuboid section and left a message on page 17 of the textbook: "Next time the teacher comes, check and help with the homework on this page, and then talk about the cube part." She told reporters that the sending teachers have set up a WeChat group, and everyone sends their class progress and assigned homework to the group, and then the next teacher will relay the class and tutor the homework.

　　"He loves learning very much! And very optimistic, always with a smile on his face. " Feng Danlei, another Chinese teacher, said that Li Jiajun writes beautifully. Although his foundation is not very good, he loves learning. Every time the teacher assigns homework, he always asks for "more points".

　　Li Jiajun told reporters that I thought I was just studying Chinese, math and English, but I didn’t expect to be able to attend all courses at home, such as sports, art and music, which is almost the same as the school curriculum.

　　"physical education class is a massage class and the massage effect is very good." Li Jiajun said that PE teacher Yang Yiming should pinch his shoulders and massage his hands and feet every time to help him exercise his muscles and dredge his blood vessels.

　　Special arrangement

　　Children’s graduation is suspended, and the school continues to teach.

　　At 12 noon on March 27th, Li Xiaojiao finished Chinese class and took out an Alumni File for Li Jiajun to fill out. Li Jiajun’s sixth grade (3) class will graduate in two months, and the students hope that he will write a farewell message to everyone.

　　"But he can’t graduate for the time being." He Zhongyong introduced that Li Jiajun failed to master many knowledge points because he missed too many courses. The school plans to continue to teach for one year. "The next focus is to cultivate his self-learning ability and self-reliance and self-reliance."

　　In the afternoon, Xia Yu, an art teacher, took Li Jiajun downstairs in a wheelchair and started a sketch class at the edge of the green land in the community. Green trees and red flowers, Li Jiajun bathed in warm sunshine and completed a painting called "Looking for Spring".

　　"He especially likes painting." Mother Fan Kaiju took out a roll of drawing paper, which was 50 meters long. Li Jiajun drew more than 10 meters long pictures on it, including tall buildings, squares, roads, shops, ships, trains, planes, and ongoing sports competitions in the playground. "I have been painting for a year, and he said that he would finish painting this roll of paper."

　　Xia Yu said that Li Jiajun is very yearning for the outside world. Next, he should try his best to help him get out of the room and walk more in the community.

　　The action of sending teachers to Renhe Primary School has attracted the attention of Zhongliangshan Sub-district Office and Hualong Jiayuan Community Neighborhood Committee. Now, the streets and communities have listed him as a key concern, helping to apply for the implementation of temporary relief funds and disabled relief funds. The social work organization also invited Li Jiajun to join the "4: 30 Class" and "Holiday Carnival" in the community civic school, giving him the opportunity to communicate and play with more children of the same age.

　　"So many good people have made our family see hope." Li Zhonggang said that 24 teachers relay to teach, which not only allows them to earn money to support their families with peace of mind, but also makes them full of confidence in their son’s future.

At 3: 45 am on November 2nd, Beijing time, in the fourth round of the 2023-24 English League Cup, Chelsea played against Blackburn Rovers at home. In the first half, badia Hiller opened the record for Chelsea; In the second half, Sterling scored to expand the score. In the end, Chelsea beat Blackburn Rovers 2-0 at home and advanced to the quarterfinals of the Carling Cup.

In the 7th minute, Malkin took the ball to the right and cut inside. His left foot missed the right column. In the 10th minute, Sterling broke into the left of the restricted area with the ball, and fell to the ground after physical contact with his opponent. The referee didn’t give a penalty.

In the 16th minute, Rees-James received a pass from his teammates, got the ball from the right side of the penalty area and pushed it from the bottom at a small angle, which was confiscated by Blackburn Rovers goalkeeper. In the 24th minute, Reese James made a long-range shot from the right at the front of the restricted area, and the ball slipped and missed the left column.

In the 26th minute, Enzo Fernandez took the ball from the left at the front of the restricted area and made a low shot. Blackburn Rovers goalkeeper fell to the ground and saved the ball.

In the 30th minute, Gallagher crossed the ball from the bottom line on the right side of the penalty area, Blackburn Rovers goalkeeper hit the ball out of the penalty area with one hand, and badia Hiller scored a goal at the front of the penalty area, with Chelsea leading 1-0!

In the 35th minute, Palmer cut into the right at the front of the restricted area, and his left foot shot was confiscated by Blackburn Rovers goalkeeper. In the 37th minute, Blackburn Rovers’ right cross hit Negara Geer’s arm in the restricted area, and the referee didn’t make a penalty.

At the end of the first half, Chelsea entered the halftime with a 1-0 lead.

In the second half, it was easy to fight again. In the 51st minute, Enzo Fernandez shot high from the top of the restricted area. In the 57th minute, Enzo Fernandez made another long-range shot from a similar position, and this time the ball was confiscated by Blackburn Rovers goalkeeper.

In the 59th minute, Palmer broke the ball from the opponent’s foot on the left in the frontcourt and sent a straight plug. Sterling took the ball into the penalty area and kicked the door. The ball jumped into the far corner and Chelsea led 2-0!

In the 61st minute, Chelsea made two substitutions, Colwill and Gustavo came out and replaced Reese James and goal hero badia Hiller. In the 67th minute, Sterling broke into the restricted area and made a cross on the left. Jaakson pushed the ball high near the penalty spot.

In the 75th minute, Gallagher took the ball to the left in front of the restricted area, and his foot missed the far post. In the 76th minute, Chelsea made another substitution, and caycedo came out and replaced Nicola Jaakson.

In the 85th minute, Sterling hit the door at a small angle with the ball on the right side of the restricted area, and the ball slipped past. In the 87th minute, Chelsea made the last two substitutions. Madueke and matos came out and replaced Palmer and Enzo Fernandez. In the 93rd minute, Gustavo volleyed from the right side of the restricted area and missed the far post.

Soon after, the game ended. Finally, Chelsea beat Blackburn Rovers 2-0 at home and advanced to the quarterfinals of the Carling Cup.

The lineup of both sides:

　　Liyang, located at the junction of Jiangsu, Zhejiang and Anhui in southern Jiangsu.

　　Known as "three provinces crow"

　　The special geographical location has created the particularity of Liyang cuisine

　　In addition to Liyang’s most famous cuisine,

　　You can also taste green and healthy original ecological agricultural and fresh products.

　　Now, let’s take a look with Xiaobian.

　　What special agricultural products are there in Liyang?

　　First, Daibu

　　Daibu, a thousand-year-old ancient town with a long history, is located at the junction of Jiangsu, Zhejiang and Anhui provinces, with unique geographical location, rich natural resources and convenient transportation conditions.

　　The ancient town of Daibu contains the fresh poetry of green mountains and green waters, the infinite charm of Nanshan bamboo sea, the fragrance of fruits and vegetables all year round, and the farm food on the tip of the tongue … … The low mountains are winding, the thousand acres of tea gardens are green, cicadas are singing birds, the breeze is Xu Lai, and the bamboo rhyme is long.

　　The ecological beauty of Daibu is not only hidden in Nanshan Bamboo Sea, but also meanders from Highway 1. This "rainbow highway" shuttles between hills and lakes, and under the shadow of dense forests and rice fields, it is imbued with the unique flavor of Jiangnan pastoral.

　　On both sides of Highway 1, autumn flowers bloom and tea fragrance floats far away. Driving on this highway, enjoying the scattered houses in the south of the Yangtze River, listening to the sounds from the countryside, one step at a time, bridges flowing, as if you were in a beautiful picture scroll.

　　When you arrive in Daibu, you must experience different styles of resort hotels, such as Yushui Hot Spring Resort, Meixiu Shan Ye Hot Spring Resort, an yun Yuenan Mountain Resort, Nanshan Bamboo Sea Inn … There are lakes embedded in the mountains, bamboos planted by the lake and butterflies among the bamboos.

Yushui Hot Spring Resort Hotel

Meixiu Shan Ye Hot Spring Resort

An yun Yuenan Mountain Resort Hotel

Nanshan Zhuhai Inn

Qingu Nanshan

　　With its unique geographical location and convenient traffic conditions, Daibu produces a large number of agricultural fresh products with rich natural resources. "Taiwan Province Huazhen Fruit Corn" in leisurely Nanshan, it is eaten raw as fruit and cooked as coarse grains. Take a bite, don’t use too much force, chew it gently, your ears can clearly hear the sound of epidermis bursting, and the juice instantly overflows your lips and teeth, leaving fresh and crisp corn pulp.

　　Nanjing 46 japonica rice, the "God-given food fate" of leisurely Nanshan, is located in the Nanshan scenic area with unparalleled natural endowment, rich in selenium, covered with traditional artificial weeding and primitive duck-rice co-cultivation, and the rice grows healthier and more nutritious.

　　Daibu is a veritable "hometown of chestnuts". The scientific name of Nanshan chestnut is Pearl Chestnut, which is famous for its thin shell, large fruit, bright brown color and sweet taste. The skin color is light yellow, raw food is crisp and tender, and cooking with ingredients is more fragrant, soft and palatable, and tastes like osmanthus fragrance, so it is also called osmanthus chestnut.

　　Bamboo shoots are a specialty of Daibu, and they are delicious given to Nanshan by nature. Bamboo shoots here are made into various flavors, such as hand-peeled bamboo shoots, roasted bamboo shoots, braised bamboo shoots in oil, and dried bamboo shoots … … If you go to Nanshan Bamboo Sea, remember to bring some bamboo shoots home.

　　Daibu produces wild goose mushroom, and boarded the "China on the tip of the tongue". When you arrive in Daibu in autumn, don’t forget to taste the most delicious taste of this season. When you leave, don’t forget to bring a bottle of "wild goose mushroom sauce", which is salty, slightly sweet, mellow and delicious.

　　Second,Shangxing

　　Caoshan Tourism Resort in Shangxing Town, liyang city, relying on excellent natural ecological environment, profound cultural accumulation, rich modern agricultural resources and superior location conditions, has built three levels of leisure and holiday tourism products with the theme of "Colorful Caoshan", which has made "Caoshan Model" famous.

　　Located in Caoshan Eco-tourism Resort, Qiwei Okra Ecological Park has beautiful scenery, rich products, a natural environment and a refreshing climate suitable for the growth of various herbs. The natural geographical environment of the plantation is superior, and the soil is fertile and pollution-free. It is a rare treasure for planting high-quality okra. The quality of the planted okra is very good, the meat is delicate and the taste is smooth.

　　Third, don’t bridge

　　Golden Mountain Village in Bieqiao Town is located in Gaoxiang, north of Liyang, and sweet potato has a long history as a local excellent variety. The environment and ecology of Golden Mountain Village are pollution-free, the soil color is like gold, the water quality is clear, and it is rich in minerals. The unique natural environment such as soil, water quality and climate makes Huang Jinshan’s selenium-enriched sweet potato taste soft, soft, sweet and fragrant, golden and attractive, and it has the evaluation of "color is like jade, sweet as honey, fragrant as cinnamon, and delicious as millet".

　　Bieqiao Tangma Lily Planting Base is adjacent to Tangma Reservoir, where the water quality is good, the land is fertile, and it is far away from harmful substances such as chemical fertilizers and pesticides. The cultivated Tangma Lily is plump, delicious, white as jade, overflowing with faint lily fragrance, large in size, pleasant in fragrance and delicious in taste.

　　Fourth, Nandu

　　The ancient poem "A bumper harvest is said in the fragrance of rice" It is also a kind of wild interest to look at the rice waves and smell the fragrant rice! At present, the rice fields in Qingfeng Village, Nandu Town are full of vitality, and it is time to watch!

　　Superior climatic conditions and geographical environment have created fertile fields in Nandu, and cultivated Qingfeng rice with fragrance, sticky and soft elasticity — — Nanjing 46. Autumn will usher in a wave of Qingfeng new rice in the middle and late October, with excellent taste. You can’t miss it if you eat food.

Qingfeng rice

　　Qingfeng rapeseed oil with high value, using non-transgenic flower seeds, is healthy, natural and delicious, and is the "best assistant" for cooking delicious food.

　　Qingfeng rice wine, with its own literature and poetry — — From a grain to a drop of wine, it is the persistence and waiting of the villagers’ winemakers. Among them, Qingfeng rice wine with osmanthus flavor is sweet in fragrance, and it is full of happiness to taste a cup of joy, which is really intoxicating.

　　The characteristic agricultural innovation brand created by Qingfeng villagers — — "Master Ba’s paw" is made of healthy and fresh raw materials and marinated with an exclusive secret recipe. It is mellow and delicious, and is suitable for all ages.

　　Beibei pumpkin in Nandu Vegetable Orchard has both the sweetness of pumpkin and the glutinous powder of chestnuts. The texture is dry enough, the moisture is not too much, and the taste is full, not crisp. The green skin is dark green with light green stripes. Even if it is stored for ten days and a half months, the skin appearance remains the same.

　　V. Bamboo Shoe

　　Lu Yu Village, Zhuze Town, sees that there are trees, flowers and flowing water. With the ingenuity of the builders of characteristic rural areas, the village roads are neat and the rivers are refreshing, which is like a beautiful paradise.

　　Luzhu Village in Zhuze Town is located near Wawu Mountain. The produced finger sweet potato is rich in selenium and has high nutritional value, so it is called the "king of anti-cancer" among trace elements in human body.

　　Zhuze Town, liyang city is the only town of animal husbandry in Changzhou. The local farm geese have the characteristics of high lean meat and low fat, and the meat is delicious. Zhuze Wind Goose, which is made of local farm geese, has four characteristics of "color, fragrance, taste and shape".

　　of course

　　Liyang’s agricultural and fresh specialties are far more than these.

　　There are also Tianmu Lake white tea, fairy eggs, and liver sticks.

　　Special food, wait for one by one.

　　Why don’t you come soon

　　Xinhua News Agency, Nanchang, December 13th-The 6th Chinese Billiards World Championship of China Billiards Association ended its quarter-final competition in Yushan County, Shangrao City, Jiangxi Province on December 13th. Zheng Yubo and Chen Siming, the last champions, were both out of the men’s team and women’s team, so they missed defending their titles.

　　Zheng Yubo, who is expected to hit the third consecutive championship this time, met john young, the champion of the 2017 tournament. John young established a 10:4 lead early, and Zheng Yubo struggled to catch up, but still lost 11:13. John young will play against his apprentice, Zhao Ruliang, who lost to Zheng Yubo in the last final. In the other semi-finals, Xu Tianwei, the "dark horse" who eliminated the famous Zhang Jianpeng, played against Shen Shenyi.

　　In the women’s group, defending champion Chen Siming lost 9-11 to Liu Xiazhi, who will compete with He Xinru for the final ticket. In the second half of the quarter-finals, the winners and losers were all decided by the deciding game. Tang Chunxiao won three games in a row while falling behind at 8:10, and reversed the 2017 champion Fu Xiaofang and Zhang Muyan with the same score in the direct dialogue between the two "post-00 s".

　　This tournament attracted 496 players from 41 countries and regions, and the number of participants reached a new high. It is the largest Chinese billiards competition in the world. According to the schedule, the men’s and women’s finals will be released on the 14th.

Special topic: picture channel

Video screenshot: This beautiful woman first gave the old man some money, and it seems that the old man is very grateful.

Video screenshot: The girl took off her coat and gave it to the old man.

　　"Will you give your coat and scarf to the wandering old beggar to keep out the cold when it snows?" At noon on the 13th, the netizen "People are relatives of their hometown" posted a message on the Red Net Forum, claiming that she saw such a touching video on major well-known video websites in China, which accumulated tens of millions of popularity, and tens of thousands of netizens commented on it. The content was "On the afternoon of the 10th, there was sporadic light snow in Beijing. In an underground passage in Xidan, a beautiful young woman gave her coat and scarf to a wandering old beggar to keep out the cold". The scene was very touching and aroused many netizens’ resonance, saying that it was.

　　The video and text show, "On December 10th, the first light snow in Beijing, I obviously felt that the weather became much colder. At about 4: 30 in the afternoon, I saw a touching scene in the underground passage of Xidan, Beijing. A young woman went to the old beggar and stopped. First, she lost some change to the beggar, then asked him about the cold, then took off her warm and beautiful coat and put it on the old man’s body, then untied her scarf and tied it on the old man’s body, and then disappeared.

　　In this regard, Red Net netizens "Chinese Youth" and "Hot Ice" expressed incomprehension and questioned that "how was it so skillfully photographed?" Moreover, the woman hasn’t found anyone taking pictures, which is a bit like an arrangement, and she is suspected of self-hype. ""Why did this lady give her coat and scarf to the old man when she saw him? Unless you are prepared. If you believe that this beggar is really difficult, wouldn’t it be more helpful to send the old man to the rescue station or give him more money? If it were me, I could only give some money like his kind passerby or run home and get a cotton-padded coat for the old man. It is very unreasonable to take off your cotton-padded clothes. "

　　Of course, many admiring Red Net users, such as "soy sauce makers" and "water digression", sighed with emotion, "If it weren’t for hype, it wouldn’t be discounted at all to say that she is the most beautiful Lei Feng girl in China, but I really don’t have the courage to do so", "Giving someone a rose and leaving a lingering fragrance in my hand, whether true or not, at least this matter deeply touched our hearts, and this winter is no longer cold", "There is true feelings in the world," Perhaps the appearance of the old man reminds her of the people she knows, wishing the good people peace all their lives. ""Listening to the background music like "Honor your Parents" and watching this touching scene, those who question the hype are iron, even if it is hype, I hope you will hype yourself. ""Who can search her out? " She should be the candidate who moved China in 2008.

　　On the afternoon of 14th, the reporter contacted the photographer of the video "Xiaoyao Xue" by phone. He claimed to be surnamed Wang. Mr. Wang introduced himself as a photographer who loves to shoot things. For the query of netizens, he said that this can be completely explained. "I can’t just describe this scene by clever words, nor did I arrange it. In fact, I don’t know the girl. This month in Beijing is the month of respecting and loving the elderly, and I feel very sad to see many people being indifferent to the elderly. I have been crouching for several days to film this old man, just to see people’s actions of caring for the elderly, and then to post them on the Internet, with the aim of arousing people’s care for the elderly. It happened that this touching scene happened at 4 o’clock in the afternoon, and there were five minutes before and after. I took it secretly, and the distance was not close, so the kind girl didn’t notice it. I hope that after watching this film, everyone can reflect on how they treat the elderly. " (Reporter Geng Hongren)

Editor: Wang Jiaolong

Lead: Advanced concept or marketing gimmick?

By Jacky.

If we talk about the hottest word in the global beauty industry, it is "Clean Beauty Pure Beauty". Major beauty giants are scrambling to buy pure beauty brands, and more and more brands focusing on the concept of "purity" have emerged in China consumer circuit. However, under the new style, disputes have come one after another.

Clean Beauty is gaining popularity.

Foreign criticism has continued and even launched a boycott movement.

In 2019, Shiseido Group announced the acquisition of Drunk Elephant for $845 million. In 2021, L ‘Oré al Group announced the acquisition of the American skin care brand Youth to the People；; In the same year, Procter & Gamble launched DermaGeek, an affordable vegetarian brand, and acquired FARMACY, a high-end niche skin care brand. Not long ago, L ‘Occitane Group announced the acquisition of a majority stake in Australian pure skin care brand Grown Alchemist.

The giants have increased their acquisitions, and new brands have emerged one after another.The momentum of "Clean Beauty Pure Beauty" is getting bigger and bigger. At the same time, there are more and more voices criticizing and even resisting pure beauty.

Many bloggers and dermatologists began to publicly question the concept and market value of Clean Beauty on social media.

On Ins, Shereene Idriss, a doctor of dermatology in the United States, once said, "Clean beauty has a good intention, but at present, the actual state is to use marketing, fear and insecurity to mock consumers."

Intercepted from Ins

In the foreign media Instyle, there are also comments bluntly: "At present, all Clean Beauty is defined by the chairmen according to their own products." The scale of comments by bloggers from the media is even greater. Some bloggers directly wrote the title: "Clean Beauty should die in 2020."

YouTube bloggers criticize Clean Beauty

At the same time, some brands that pay attention to the scientific and technological composition and efficacy value of raw materials stand on the periphery of "purity" and feel "offensive" in disguise. These brands believe that Clean Beauty directly refers to non-"Clean Beauty" brands as "dirty" in its external publicity, which "is actually having a negative impact on the industry".

In China, some professional researchers also pointed out that,Nature itself does not mean non-toxic and safe; Most of the products of "Clean Beauty" are not functional, and their practical significance is far less than their spiritual and cultural significance.

So, what is the "Clean Beauty" that was fired to heaven?

Back in 2000, a brand named REN (Swedish meaning "pure") was born to meet the special skin care needs of a pregnant woman, and its products still have efficacy besides removing harmful ingredients. REN is recognized as the originator of Clean Beauty.

In the following ten years, Clean Beauty was unknown, until retail giant Sephora and American e-commerce platform set up "Clean Beauty Zone" on their websites, which became famous in one fell swoop after the fermentation of social media. Coupled with the careful packaging of beauty brands who are good at marketing, it has quickly become a global beauty trend.

Sephora Clean Beauty area

By analyzing the opinions of pure beauty products such as Drunk Elephant, Tatcha, Glossier, FARMACY, MILK BEAUTY, etc., it can be seen that the standard of Clean Beauty widely recognized by the international industry includes the following three points:

1. The ingredients are safe, that is, the ingredients are non-toxic, hormone-free, hormone-free, carcinogen-free, etc.

2, the label is clear, that is, the ingredient label is clear, comprehensive and complete;

3, the environment is sustainable, that is, it is sustainable to the ecological environment without animal experiments.

However, the above three criteria are only based on the general consensus of the market on pure beauty, and there is no clear concept and legal definition in the world. It can be said,Clean Beauty is more an idea than a clear concept.

Grand View Research, an American market research organization, released a report saying that it is estimated that by 2025, the global vegetarian beauty market will reach $20.8 billion. Consumers are increasingly interested in natural products, which is the background of the rise of pure beauty products.

Yang Zhenghua, CEO of M&C Saatchi Lab. in China, told Future Beauty, "When foreign countries talk about Clean Beauty, it is actually a concept that integrates social movements."　

Drunk Elephant drunkephant

Become a marketing gimmick?

"Pure beauty" began to taste bad in China market.

In the past two years, the popularity of "pure beauty" in China market has soared, and brands focusing on the concept of purity have emerged one after another. "Pure ingredients" and "pure formula" have become high-frequency terms in brand publicity.

China’s "Pure Beauty" brand born in the past two years.

In an interview with Future Beauty, a senior e-commerce operation director said that he had previously led the positioning strategy formulation of an imported brand at the beginning of its entry into China. Between focusing on ingredient efficacy and focusing on pure concept, the brand decided to choose the latter after consideration. This is because there are too many big companies and brands with strong efficacy, and focusing on the trendy consumption concept of "pure beauty" will enjoy more market attention and traffic dividends.

In Little Red Book, there are 7100+ notes about "pure beauty", which continues to impact consumers’ cognition in fancy marketing of Chinese and foreign brands. The data shows that since 2021, more than 70 new brands of pure beauty have successively settled in Tmall International, and the sales of this category have increased by over 600% year-on-year.

Last August, Tmall International Beauty tried to define "pure beauty" in conjunction with the media and summarized it as four "zeros":Harmless ingredients, zero addition, environmental friendliness, zero harm, animal friendliness, zero cruelty, sustainable environmental protection and zero waste.

This definition resonates with the internationally recognized three criteria at the same frequency. However, the concept is full, but the market reality of landing in China is very "skinny", because there is no unified and authoritative standard, and new China brands are basically "talking to themselves".

The person in charge of the standard of a domestic pure beauty system told Future Beauty, "The purity we say can be understood from another angle, that is, what the skin needs, such as a beneficial composition, then it is pure to the body; If the skin doesn’t need it, even if it is pure, it can’t be considered pure. "

Amber, the founder of Tangyi, has also publicly stated that although there is no unified standard for pure beauty at home and abroad, "we believe that real pure beauty must be progressive, scientific and frank", and its "DCBS Tangyi Purity Standard" has eliminated more than 70 risk components in 10 categories. OnTop, another cutting-edge brand, claims to independently formulate six purity standards, and combined with international experience and expert opinions, it has identified 7412 prohibited ingredients.

Dewy Lab tongyi

In addition to some new domestic products focusing on pure beauty and self-built pure standards, some old domestic products also hope to upgrade and renovate by Clean Beauty.

At the beginning of this year, MCL Huaxikou, an old domestic product, which has been repositioned as "Oriental Pure Beauty", officially released the first Green Paper on Pure Beauty, and announced the launch of the first group standard of pure beauty in China, claiming to adopt a vegan formula of zero animal origin and upgrade 100% recyclable environmental protection packaging.

Qiu Xiaofeng, vice president of Northbell, who is in charge of research and development, believes that pure beauty in China is a mixed concept. At present, it may mainly be that raw materials are natural, contain no risk components, and pay attention to the source of raw materials and the transparency of processing. He stressed, but this does not mean that the safety of unnatural raw materials cannot be guaranteed. For example, some synthetic peptides used in cosmetics are also very safe.

The above-mentioned senior e-commerce operation director pointed out: "According to the existing domestic broad definition, I think almost all Australian brands that focus on natural positioning can be called pure beauty, and even the old Chinese products herborist and Yiyi Herbal Medicine can also be called pure skin care." In his view, the so-called "pure beauty" has completely changed its taste now, but when it comes to plant recipes and simple packaging styles, it can be transformed into a self-proclaimed "pure" school.

Apart from the composition, the consensus idea of "zero cruelty" and "vegan" is not only difficult to achieve in China, but even conflicts with the requirements of existing laws and regulations.

Qiu Xiaofeng pointed out in an interview with Future Beauty that "in the research and development of raw materials, some toxicological data are still inseparable from animal experiments for the time being".

In addition, in the article of "sustainable environmental protection and zero waste", the packaging problems of many brands are also difficult to meet the standards.

"At present, cosmetics are more or less over-packaged, because most consumers still prefer exquisite packaging." Zhang Taijun, a senior R&D engineer and R&D director of the Institute of Biotechnology for Skin Care, bluntly said, "At this point, almost no pure products meet the requirements of’ purity’."

If the industry is not self-disciplined in time

Pure beauty cosmetics may follow the footsteps of "organic" and be "one size fits all"

Although "pure beauty" is controversial, it is so popular at the brand level. What are the views of channel providers and consumers?

"the concept of Clean Beauty is very tricky, and it is a bit of a’ stealing the column’. It not only achieves some of the purposes claimed by the efficacy, but also does not have to bear legal consequences. " In an interview with Future Beauty, the head of a luxury beauty collection store in China pointed out the problems behind this marketing hotspot. In his view, in recent years, domestic beauty marketing is a bit lacking, and the concept of simple design, environmental protection and health is easy to resonate.

In fact, the slot about "the idea gimmick is greater than the actual effect" has begun to ferment on social platforms.

In the little red book, under the comment of domestic pure beauty recommended by a blogger, some consumers are outspoken. "If the product doesn’t work, it won’t work. If it doesn’t work, it will instill ideas for me to accept. It is better to emphasize the application of sensitive muscles and emphasize pure beauty, so it is better to say the effect directly. "

Comments on Pure Beauty on China Social Platform

In the comment area of a pure beauty brand Tmall flagship store, "Future Beauty" also saw a lot of spit about the product "no work, no fault" and "too gimmicky".

"At present, many China brands only fit some ideas, not completely." The above-mentioned director of e-commerce operation pointed out that the consumption concept of China consumers is becoming more and more mature, and efficacy is still the core of the brand, which is also the most valued brand value of consumers, and the purchase for added value such as concept is limited.

"The concept of pure beauty is worthy of recognition, but from the current situation, major beauty groups have not made efforts to promote it in the China market. It remains to be seen whether this concept has greater commercial value." The cosmetics purchasing manager of a department store group in central China believes that the new trend is coming, but when it comes to retail, good quality and high repurchase are the most important things for operators.

Pure beauty cosmetics brand Xiangtika

Compared with the enthusiasm of brands, the wait-and-see attitude of distributors and the spit of consumers, there are deeper concerns about the "pure beauty" industry.

Some researchers have pointed out that because there is no corresponding legal standard for "pure beauty", neither labels nor publicity claims can be followed, which invisibly gives enterprises too much room for self-promotion.

"Pure beauty without standard is a false concept!" Some people in the industry believe that under the current strict cosmetic laws and regulations, "pure beauty" is openly and boldly engaged in false propaganda and should be strictly investigated. He bluntly said that if the industry can’t exercise self-discipline, the brand’s fantastic definition of "purity" will probably attract the attention of the regulatory authorities like the previous "organic" concept, thus being "across the board".

Under the heat of the market, relevant departments, organizations and mainstream platforms are called upon to work out the domestic "pure beauty" standard and management mechanism, so that this "concept" with unique ideas and consumer cognition can form a broad consensus, and after abandoning the chaos, the real market value can be further amplified.

END

　 　　● Morally speaking, adults in the swimming pool should pay attention to whether there are children drowning around them, and from the perspective of the traditional virtues of the Chinese nation, if children are found drowning, they should help them in time or ask the lifeguards for help at the first time.

　　● The swimming pool has the obligation of safety guarantee. Lifeguards or other employees, such as cleaning staff, belong to the internal staff of the swimming pool. The negligence of lifeguards means that the swimming pool failed to fulfill its security obligations; Staff other than lifeguards in the museum are also obligated to help consumers if they find that they are drowning.

　　● According to the actual situation of life-saving development in China, establish relevant management regulations, improve the swimming safety education and training system, and establish strict examination and supervision institutions to strengthen the supervision of swimming safety education, so as to ensure the orderly progress of safety education.

　　Recently, a video of "boy drowning in swimming pool" attracted attention on the Internet. The surveillance video showed that a boy accidentally left the swimming ring and struggled in the water and then sank to the bottom of the pool, but no one around him seemed to find anything unusual. A few minutes later, the boy was rescued and eventually died.

　　On October 9, the relevant departments of the accident site issued a notice: they have quickly rushed to the scene to carry out rescue and after-care work. The swimming pool involved has been shut down, and an incident investigation team has been set up to carry out relevant verification and investigation work. The next step will be to seriously pursue accountability according to the law and regulations according to the investigation.

　　After the incident, the public lamented, and more people raised questions: Where did the lifeguards go at the time of the incident? Does the boy drown, do people around him have the responsibility and obligation to help? Are the swimming pool, lifeguards and boy guardians responsible for the accident?

　　The "Rule of Law Daily" reporter interviewed a number of experts to interpret the legal issues behind the incident.

　　Focus one

　　There was a drowning. Where did the lifeguard go?

　　In this incident, the most puzzling thing is that the swimming pool is not a wild river and lake, and it must be equipped with life-saving personnel according to regulations, but why was the drowning incident not discovered and disposed of by lifeguards in time?

　　The video at the time of the incident showed that although there were lifeguard seats beside the swimming pool, the lifeguards in the swimming pool were not at the scene. The staff of the swimming pool said in an interview with the media that "the lifeguard had something to leave at that time".

　　When people drown in swimming pools, lifeguards leave their posts or are not on duty, even if they are on duty, which leads to drowning, there have been many incidents this year.

　　In March this year, a swimming pool drowned in jiangyou city, Sichuan Province. The family members of the deceased checked the monitoring at the time of the incident and found that the deceased had a convulsion in the swimming pool and then stayed in the water until he was rescued by other swimmers, during which no lifeguards appeared in the swimming pool. The staff of the swimming pool said that the incident occurred earlier and the lifeguards had not yet arrived.

　　Three months later, a man drowned in the indoor heated swimming pool of a club in Zengcheng District, Guangzhou. The lifeguard in the swimming pool bowed his head and seemed to be playing with his mobile phone. He didn’t notice the drowning situation, and it took 9 minutes to rescue him. Finally, the man drowned.

　　Hu Jian (not his real name), who works as a lifeguard in Beijing, told the reporter that after drowning, the drowning person will get water into his mouth and nose, stop breathing, dilate his pupils, twitch his body and so on in about 60 seconds, and brain cells will start to be damaged and die in 4 to 6 minutes. For the lifeguards in public swimming pools, when setting up observation platforms in standard swimming places (50m×25m), at least four observation platforms, that is, four lifeguards, should be set up according to the division of lifeguards’ observation areas and the principle of leaving no blind spots and dead corners. At the same time, according to different local regulations, if the water surface area of the swimming pool is 250 square meters or less, at least 3 lifeguards should be equipped; If the water surface area is more than 250 square meters, one person shall be added for every increase of 250 square meters and less.

　　"However, at present, public swimming pools, especially those in some gymnasiums, are not equipped with lifeguards or have insufficient lifeguards." Hu Jian said, "Sitting in a 1.9-meter-high lifesaving chair, you can observe everyone in the swimming pool. During work, you must keep a high degree of mental tension. If you realize that you are tired, you should take the initiative to exchange with the patrolling lifeguards, walk around the end and stay awake. The lives of dozens of people are related to you, and you can’t slack off at all. "

　　But in reality, not every lifeguard can be so responsible.

　　As a swimmer, Zhao Dan, a Beijing resident, told reporters that she often saw lifeguards in some swimming venues leaving their posts at will or on the job, but they were "deserting". "Last time I was in a swimming pool, five or six children were swimming in the pool, and one lifeguard was sitting in the stands, while another lifeguard was not far away playing with his mobile phone, which lasted for more than 10 minutes."

　　Xiong Wei (not his real name), who has been a swimming coach for many years in Beijing, said that the number of people learning to swim in summer increased sharply, and some swimming pool operators and coaches only paid attention to the teaching progress and neglected the safety management. Even if the lifeguards are fully equipped as required, some lifeguards are not responsible enough, and they play with their mobile phones or doze off when they are on duty. "When an accident occurs, if the lifeguards are slow to respond, it is easy to rescue them in time and have an accident."

　　Focus 2

　　Is the lifeguard suspected of serious accident?

　　For lifeguards who are not on duty, many interviewed experts believe that if lifeguards leave their posts without leave, they are suspected of committing a major liability accident.

　　"There is a causal relationship between the lifeguard’s AWOL behavior and the victim’s child drowning in the sense of criminal law, which is suspected of a major liability accident." Peng Xinlin, a professor at the Law School of Beijing Normal University, believes that lifeguards should foresee that when they know that someone, especially children with limited capacity for civil conduct, is swimming in the swimming pool, the act of leaving their posts without authorization may lead to the drowning of others and the untimely rescue, which will lead to the drowning of the victim. However, credulity can be avoided, resulting in drowning accidents and subjective negligence. From an objective point of view, the rescue of swimming pool belongs to the category of "operation", and the lifeguards violated the relevant safety management regulations during the operation, which finally led to the serious consequences of children drowning.

　　"The swimming pool has the obligation of security. Lifeguards or other employees are the internal staff of the swimming pool. The negligence of lifeguards means that the swimming pool has failed to fulfill its security obligations. After the swimming pool bears the liability for compensation to the victim, it can conduct internal handling or accountability according to the labor contract or employment agreement with employees such as lifeguards. " Meng Qiang, a professor at Beijing Institute of Technology Law School and director of the Civil Code Research Center, said.

　　In Peng Xinlin’s view, the operators or managers of the swimming pool obviously failed to fulfill their safety guarantee obligations, and they were not equipped when they should have at least two fixed water lifeguards, and the lifeguards left their jobs without authorization and failed to perform their duties as lifeguards. The swimming pool obviously failed to fulfill its management safety guarantee obligations, so if others were injured or drowned, they should bear tort liability according to law, including compensation for rescue expenses, death compensation, funeral expenses and spiritual comfort. In addition, the swimming pool should also be given corresponding administrative penalties for violating safety management and safety production operations.

　　Huang Zhong, a professor at the School of Civil and Commercial Law of Southwest University of Political Science and Law, believes that in order for lifeguards to perform their duties more seriously, they should strictly enforce the law, and let relevant units and personnel firmly establish the concept of life first and prevention first through after-the-fact accountability, and weave a good life safety net. In addition to investigating the criminal responsibility of relevant units and personnel according to law, they should also be investigated for their civil responsibility according to law.

　　"There are two bases for the civil liability of venues: one is based on the contract and the other is based on the infringement. At the same time, citizens should also be encouraged to report such violations of laws and regulations that endanger life safety. Procuratorial organs should also urge sports venues to fully implement the main responsibility of safety management through public interest litigation and form a joint force. " Huang Zhong said.

　　Meng Qiang added: "While the operators are liable for compensation, the relevant market supervision departments should also punish the operators and practitioners of swimming pools, and order them to perform their duties in strict accordance with the post requirements and work contents, so as to effectively protect the personal safety of consumers."

　　Focus 3

　　Do people around you have the responsibility and obligation to help?

　　The surveillance video shows that at 14: 20 on October 1, a boy turned over with his hands off the swimming ring and then struggled in the water. About a minute later, the boy was still and his body sank into the water. At that time, many adults and children were also in the pool, but no abnormality was found. At about 14: 28, the boy was found and picked up by an adult man on the side; At about 14: 30, many people at the scene began to rescue the boy.

　　Sadly, the focus of some netizens’ controversy is that the boy has been in the water for nearly 7 minutes. Why did the adult man next to him not find it and rescue it in time? Will the adult man bear legal responsibility for the boy’s drowning?

　　Huang Zhong believes that morally speaking, adults in swimming pools should pay attention to whether there are children drowning around them, and from the perspective of the traditional virtues of the Chinese nation, if children are found drowning, they should help them without endangering their own safety, or they can ask lifeguards for help at the first time.

　　"Relief is not a legal obligation, but the law encourages courage." Huang Zhong said that the Civil Code not only provided relief to those who were brave enough to help others for their own damage, but also exempted those who were brave enough to help others from their own damage in emergency rescue through Article 184. These two provisions have positively affirmed the righteous act of being brave in law. Therefore, through publicity and education, it is necessary for every citizen to help those in distress in time and jointly protect their lives without endangering their own safety.

　　Then, do other staff in the swimming pool except lifeguards have the obligation to rescue?

　　In this regard, Meng Qiang believes that the lifeguards in the museum certainly have the obligation to save lives, and other staff in the museum, such as cleaning staff, have the obligation to rescue consumers if they find drowning.

　　The relevant staff of the swimming pool revealed that the boy was brought to the swimming pool by an adult. It is not known who it is. Meng Qiang believes that after children are brought into the swimming pool, guardians must always be under strict supervision, preferably close to protection. If the guardian takes the children into the swimming pool, he ignores them and lets them play in the water alone, which will eventually lead to tragedy. The guardian obviously fails to fulfill his guardianship duties and needs to bear certain responsibilities.

　　Meng Qiang also reminded that if parents entrust their guardianship duties to others, and the trustee takes the children to swim, and tragedy occurs because they fail to perform their guardianship duties, then according to the provisions of the Civil Code, if the unpaid entrustment contract is caused by the intentional or gross negligence of the trustee, the principal may request compensation for the loss. Therefore, if the cause of the child’s drowning is caused by the principal’s gross negligence, he needs to bear the liability for compensation to the child’s guardian.

　　Focus 4

　　How to Strengthen Lifeguard Training

　　Yin Peigen, a teacher from the Physical Education Institute of Hainan University, who has written "Research on the Relevant Issues of Swimming Safety and Lifesaving Education", told the reporter that at present, the composition of swimming safety lifeguards in China is complex, and most of them are from health clubs and other employees, among whom the proportion of those with professional life-saving knowledge and skills is very small, and the mobility of personnel is large. Most of them are members and coaches of health clubs, and they have not been exposed to professional swimming safety education and training, and their professional quality is not high. They rely on their own personal experience in some ways.

　　"In addition, the sex ratio of lifeguards is unbalanced, with more men than women. There is no academic requirement for lifeguards, which leads to the low overall cultural level and comprehensive quality of lifeguards, which leads to laziness in behavior and habits, and the increase in risk factor during rescue, which makes swimming lifesaving work have great safety hazards. " Yin Peigen said.

　　According to Yin Peigen, the lifeguards’ association, which was established in China in the early days, nominally trained and managed all domestic swimming lifeguards. However, in the actual operation, the management system was not perfect, only limited to lifeguards and lifesaving training bases, and the management of lifesaving institutions and lifesaving personnel was limited. Moreover, the training of lifeguards at this stage mainly focused on the lifesaving work in swimming pools, ignoring the training of lifeguards at sea places.

　　"In the future, I hope to establish relevant management regulations based on the actual situation of the development of life-saving undertakings in China, improve the swimming safety education and training system, and establish strict examination and supervision institutions to strengthen the supervision of swimming safety education to ensure the orderly progress of safety education." Yin Peigen suggested that funds can be raised through some reasonable channels to provide sufficient material guarantee for the construction of life-saving institutions, so as to ensure the normal operation of life-saving training institutions and promote the healthy development of life-saving undertakings.

　　□ Our reporter Zhao Li

　　□ Our trainee reporter Ding Yi