标签： 2021苏州新茶论坛

Five departments： schools shall not force or imply students and parents to buy designated teaching AIDS or materials.

　　央视网消息：据教育部网站信息，日前，教育部等五部门印发《关于进一步加强和规范教育收费管理意见》的通知（简称《通知》），要求各地按照规定的管理权限全面落实教育收费管理主体责任，正确处理好政府与社会、受教育者的关系，正确处理好教育收费与财政拨款、学生资助的关系，正确处理好简政放权和放管结合、优化服务的关系，进一步完善教育收费政策体系、制度体系、监管体系，提升教育收费治理能力。

　　关于进一步加强和规范教育收费管理的意见

　　党中央、国务院历来高度重视教育收费管理工作，自全国治理教育乱收费部际联席会议制度建立以来，在各有关部门、地方各级政府的共同努力下，教育收费水平保持了基本稳定，教育乱收费现象得到了有效遏制。但随着经济社会的发展，教育收费管理工作在体制机制、政策执行、监督管理等方面仍然存在一些问题，与教育改革发展的需要和人民群众的期待仍然存在一定差距。为贯彻落实《中国教育现代化2035》《国务院办公厅关于进一步调整优化结构 提高教育经费使用效益的意见》等文件精神，进一步加强和规范教育收费管理，现提出以下意见。

　　一、总体要求

　　（一）指导思想

　　以习近平新时代中国特色社会主义思想为指导，全面贯彻落实党的十九大和十九届二中、三中、四中全会精神，深入贯彻落实全国教育大会精神，始终坚持把教育事业摆在优先位置，主动适应教育、财税、价格等领域改革新要求，巩固完善以政府投入为主、多渠道筹集教育经费体制，逐步完善各级各类教育投入机制和非义务教育培养成本分担机制，建立健全教育收费政策体系、制度体系、监管体系，提升教育收费治理能力，持续巩固教育乱收费治理成果，促进教育公平而有质量的发展。

　　（二）基本原则

　　——坚持公益属性、分类管理。坚持教育的公益性，充分发挥政府对教育事业的主导作用。区分义务教育和非义务教育的不同阶段，区分非营利性和营利性民办教育的不同属性，正确处理政府与社会、受教育者之间的关系，合理分担教育培养成本。

　　——坚持分级审批、属地管理。教育领域行政事业性收费项目、标准实行中央和省两级审批，中央部门所属学校收费标准实行属地管理。各省、自治区、直辖市（以下简称各省）按照规定的管理权限，科学制定收费政策，加强收费项目管理，合理确定收费标准，全面落实教育收费管理主体责任。

　　— — Adhere to problem orientation, reform and innovation. Constantly improve the management system of education fees, improve the policy of education fees, strengthen the management of fees in key areas and key units, focus on solving the problems of fees system and mechanism that are incompatible with the reform and development of education, and focus on solving the problems of fees that are strongly reflected by the masses. Administer education in an all-round way according to law, adhere to administration and financial management according to law, strengthen supervision after the event, combine daily supervision with special supervision, and innovate the way of charging supervision.

　　Second, improve the education charging policy

　　(3) Adhere to the nine-year compulsory education system. Compulsory education is fully included in the scope of financial security, and public compulsory education schools do not charge tuition and miscellaneous fees. All localities should strictly implement the compulsory education law, consolidate and improve the funding guarantee mechanism for compulsory education in urban and rural areas, adhere to the nine-year compulsory education system, and prohibit arbitrarily expanding the implementation scope of the free education policy. The standard of exempting students from tuition and miscellaneous fees in private compulsory education schools is implemented according to the benchmark quota of public funds per student; For the part with insufficient per capita education and training cost, we should strictly implement the non-profit statutory requirements and reasonably determine the charging standard. It is strictly forbidden to collect donations linked to enrollment. In accordance with the relevant provisions of the state, schools or other social organizations that recruit students in the compulsory education stage to carry out professional training in literature, art and sports should not include tuition and fees that students are exempted from after completing the nine-year compulsory education course.

　　(four) adhere to the implementation of non compulsory education training cost sharing mechanism. Non-compulsory education implements the input mechanism of government investment, reasonable sharing by the educated and financing from other channels. According to the cost of running a school, the level of economic development and the financial situation, all provinces should implement and dynamically adjust the per capita financial allocation standard or the per capita public funding standard for public kindergartens, ordinary high schools, secondary vocational schools, higher vocational colleges and ordinary undergraduate colleges. Schools (including kindergartens, the same below) charge tuition fees (conservation education fees) to the educated according to a certain proportion of the annual average cost of education and training, and charge accommodation fees to boarding students in consideration of actual costs (excluding financial allocations). Students with financial difficulties in families enjoy the policy of reduction and exemption in accordance with relevant state regulations. All provinces should reasonably determine the proportion of tuition fees (conservation education fees) of public kindergartens, ordinary high schools and secondary vocational schools to the annual average education and training costs in light of local conditions. At present, the proportion of tuition fees in public institutions of higher learning to the annual average cost of education and training should not exceed 25%, and all localities should reasonably determine it according to the level of economic and social development, training costs and people’s affordability.

　　Kindergartens run by the army that recruit children of local personnel and enjoy subsidies from the local people’s government shall be charged in accordance with the relevant provisions of public kindergartens; Those who do not enjoy subsidies shall be specifically formulated by the army in accordance with relevant state policies, and the charging standards shall be reasonably determined. The charging policies for Chinese-foreign cooperative education and part-time postgraduate education shall be formulated by the provinces.

　　(5) Adhere to the classified management of private education fees. According to the relevant provisions of the Law on the Promotion of Private Education, the specific measures for charging non-profit private schools shall be formulated by the provincial people’s government; The charging standards of for-profit private schools shall be regulated by the market and decided by the schools themselves. The charging standard of inclusive private kindergartens is determined reasonably according to the administrative measures for the identification of inclusive private kindergartens promulgated by provincial people’s governments, taking into account the charging levels of public kindergartens and inclusive private kindergartens as a whole, and taking into account factors such as the level of economic development, the affordability of the masses, the cost of running parks and the level of financial subsidies. All localities should speed up the formulation and implementation of financial subsidy standards for inclusive private kindergartens, implement public subsidies for private schools in the compulsory education stage, strengthen the regulation of charging standards, and resolutely prevent excessive fees. Private schools established before November 7, 2016 shall be managed as non-profit private schools before completing the relevant procedures for classified registration.

　　(six) improve the school service charges and fees and other policies. In addition to completing the normal tasks of conservation, education and teaching, the school provides students with relevant convenient services needed for study and life, and organizes activities such as study tours, after-school services and social practice. For the part borne by students or their parents, service fees can be charged according to the principles of voluntariness and non-profit. If the relevant services are provided by institutions or individuals outside the school, the school may collect and pay the relevant fees. The specific policies on school service charges and agency charges shall be formulated by the provinces. Projects that have been explicitly prohibited by the state or explicitly stipulated by the financial guarantee shall not be included in service charges and fees on behalf of the school. Schools shall not set up service charges and fees on behalf of the school without authorization, and shall not obtain the difference in the fees collected. They shall not force or imply students and parents to buy designated teaching AIDS or materials, and shall not charge related fees by starting classes in advance or in disguised form. In-school student dormitories and off-campus student apartments organized by social forces are not allowed to provide relevant life services or bundle service charges with accommodation fees. The school’s self-operated canteen shall collect meals from students who voluntarily dine, and shall adhere to the principle of public welfare and shall not be for profit.

　　(7) Improve the charging policy for overseas Chinese students from Hong Kong, Macao and Taiwan studying in the mainland (the mainland of the motherland). For students from Hong Kong, Macao and Taiwan who study in the mainland (the mainland of China) and overseas Chinese students who study in primary and secondary schools and kindergartens, the same charging policy as that for mainland students (the mainland of China) shall be implemented in accordance with relevant regulations; Admission to the mainland (the mainland) ordinary colleges and universities and research institutes, in accordance with the relevant provisions of the implementation of the same fees as the mainland (the mainland) students.

　　(eight) improve the international student fee policy. For international students studying in public primary and secondary schools and kindergartens, the charging policies shall be formulated by the provinces. The school charging policy for children of foreigners shall be formulated by the school independently. The charging standard for self-funded international students in China accepted by colleges and universities is reasonably determined by the school according to the local economic and social development level and training cost, so as to avoid vicious competition. According to the agreement between the Chinese government and the sending country, the charging policy for students who come to China for education shall be implemented in accordance with relevant regulations.

　　Third, improve the management system of education fees

　　(nine) to establish and improve the dynamic adjustment mechanism of education fees. All localities should, in accordance with the prescribed management authority and the principle of territorial management, comprehensively consider factors such as the level of economic and social development, the cost of education and training, and the affordability of the masses, reasonably determine the charging standards for tuition fees (conservation and education fees) and accommodation fees of public schools, and establish a dynamic adjustment mechanism for charging standards that is compatible with the level of funding and funding. If there is any change in the school charging policy, it should be publicized to the public before the release of the enrollment brochure. Encourage all localities to adapt to the teaching organization mode under the flexible academic system and explore the implementation of credit system charge management in colleges and universities. In schools that have been approved to implement credit system fees, the total tuition fees paid by students who normally complete their studies according to the credit system training program shall not be higher than the total tuition fees for the implementation of the academic year system in principle, and other professional courses are added or re-courses are re-taken. Schools can charge fees according to the credit charging standards stipulated in the courses. Tuition and accommodation fees shall be charged according to the academic year or semester, and shall not be collected in advance across academic years (semesters). If students drop out of school, drop out of school, finish their studies early or transfer with approval, the school should reasonably determine the amount of refund according to the actual study time. All localities should fully implement the state’s various financial aid policies, help students with financial difficulties to solve practical problems, and must not affect their normal study and life because of the adjustment of tuition standards.

　　(ten) to strengthen the education and training cost investigation. Timely revise and improve the Measures for the Supervision and Examination of Education and Training Costs in Colleges and Universities (Trial), and organize the supervision and examination of the annual average education and training costs in colleges and universities. In accordance with the pricing authority, according to the Price Law, the Measures for the Supervision and Examination of Price Costs Formulated by the Government, etc., combined with local conditions, all provinces actively carry out the investigation of education and training costs in kindergartens, ordinary high schools and secondary vocational schools, and standardize the investigation behavior of education and training costs. Schools at all levels and of all types should strengthen cost accounting, and record and account the education and training costs completely and accurately.

　　(eleven) standardize the hearing system of education fee decision. All localities should formulate or adjust tuition fees and other charging standards of various schools at all levels organized by the government in strict accordance with the authority and procedures prescribed by the state, include them in the catalogue of pricing hearings and conduct hearings, fully solicit opinions from relevant sectors of society, and ensure the democratic, scientific and transparent decision-making on education fees. If the standard of education fees is lowered, or the adjustment of the standard of education fees involves a small area, the hearing may adopt a summary procedure. To formulate other educational charging standards, and if necessary, a hearing can also be held.

　　(twelve) strictly implement the publicity system of education fees. All localities should strictly implement the publicity system of education fees, and no fees shall be charged without publicity. All kinds of schools at all levels should establish and improve the standardized dynamic management system of charge publicity and take the initiative to accept social supervision. The charging items and standards should be publicized to students in a prominent position in the school, and indicated in the enrollment brochure and the admission notice. In the compulsory education stage, the charging standard of private schools should be publicized together with the subsidy of public funds per student obtained by schools. Students have the right to refuse to pay fees that should be publicized but not publicized according to the regulations, or fees that are inconsistent with the prescribed policies. When the charging policy changes, the school should update the publicity content in time to ensure that the publicity content is legal and effective. All localities should strictly implement the list of administrative fees such as education fees, and shall not increase the fees and expand the scope of fees without authorization.

　　(thirteen) to strengthen the management of education fees. Tuition and accommodation fees of public ordinary high schools and secondary vocational schools, tuition fees, accommodation fees, entrusted training fees of public institutions of higher learning, night and short-term training fees of Handu Radio and TV University, etc., as business income, are included in the financial special account management according to the requirements of "two lines of revenue and expenditure". Public kindergarten fee income management according to the existing regulations. Service fee income shall be charged by the school according to the regulations; On behalf of the school fee income all transferred to provide services units, shall not be included in the school income. Schools should incorporate all the income and expenditure of education fees into departmental budget management and increase the overall planning of funds; The expenses related to the arrangement of education fees shall be included in the standardized management of the project library according to the regulations. Combined with other income such as education fees, we will make overall arrangements for the budget of financial allocation to give better play to the efficiency of the use of financial funds. All localities shall not use the school fee income to balance the budget, and shall not occupy, intercept, transfer or misappropriate the school fee funds in any form. Private school fee income should be paid into the school bank account filed by the education administrative department for unified management, which is mainly used for education and teaching activities, improving school conditions and ensuring the treatment of faculty and staff, and drawing development funds according to relevant laws and regulations. When collecting administrative fees, schools should use the financial bills printed (supervised) by the financial department in accordance with the financial affiliation, use the corresponding tax invoices when collecting service fees, and use the fund settlement bills when collecting fees.

　　Fourth, strengthen the governance of education fees

　　(fourteen) the implementation of education fees supervision responsibility. Education fees adhere to the principle of "who approves and who is responsible". The member units of the joint conference on the control of arbitrary charges in education shall, according to their respective responsibilities, incorporate education charges into the catalogue management, adjust them dynamically in a timely manner and announce them to the public in a timely manner, and supervise the implementation of relevant charging items and charging standards according to law; Strengthen the cost investigation of education fees, and establish and improve the dynamic adjustment mechanism of fees; Strengthen the supervision and inspection of fees in the field of education, and investigate and deal with illegal fees according to law; Strengthen the price management of teaching materials and supplementary materials; Guide schools at all levels to implement the education charging policy and standardize the charging behavior. All kinds of schools at all levels should strictly implement the prescribed charging scope, charging items, charging standards and charging methods, and establish and improve the school charging management system.

　　(fifteen) improve the management mechanism of education fees. All localities should attach great importance to the management of education fees, establish and improve the leadership system and working mechanism, and persist in systematically promoting the management of education fees. The member units of the joint meeting of the local governments to control unreasonable charges in education should make overall coordination, improve the mechanism of regular consultation and information release, form a work pattern of charge management with clear responsibilities, collaborative linkage and mutual promotion, and strengthen the governance of education charges in key areas. It is necessary to bring the management of education fees into the scope of education supervision. Explore the establishment of a special audit system for school fees, focus on strengthening the audit of non-profit private schools, and prohibit the organizers of non-profit private schools and non-profit Chinese-foreign cooperatively-run schools from obtaining income from school-running income such as tuition fees, distributing school-running balance (surplus property) or transferring school-running income through related transactions and related parties in various ways.

　　(sixteen) to increase the investigation and punishment of illegal charges. All localities should strengthen the daily supervision and regular inspection of education fees, establish and improve the risk early warning of education fees, acceptance of letters and visits, supervision and supervision, public notification and interview mechanisms, and seriously deal with the problems of illegal fees found. Establish and improve the accountability mechanism, the main responsibility of charge management is not implemented, measures are not in place, damage the vital interests of the masses, resulting in adverse social impact of the units and related responsible persons should be seriously accountable. If the illegal charges of private schools have a bad influence, the enrollment plan and financial support funds will be deducted according to the law until the school license is revoked or revoked.

　　(seventeen) to strengthen the basic capacity building of education fee management. Implement the "National Education System Financial Management Cadre Training Implementation Plan", organize and carry out education fee management training, and improve the ability and level of education fee management. All localities should make full use of modern information technology, explore the establishment of an annual statistical reporting system for education fees, strengthen the management of education fees, further strengthen service awareness, and improve service capacity and level.

　　The management of educational fees in scientific research institutes and party schools at all levels shall be implemented with reference to this opinion, and the policies for the management of fees in institutions affiliated to education departments at all levels shall be formulated separately.

Three trends behind the recovery of beauty collection stores

Image source @ vision china

Wen | Narrow Broadcasting by Yang Yiqi

Judging from the expansion actions of various brands, this year is a year when beauty collection stores are picking up again.

During the epidemic, many beauty collection stores were affected, even mature brands such as Sephora and Watsons. Because of the weak consumption and loss of cosmetics, many new cosmetics retail stores that were previously optimistic have also been affected to varying degrees.

For example, the colorist adjusted some stores last year; WOW COLOUR’s stores dropped sharply from 300 at the peak to 100+at the end of last year; There are also some brands that close all their stores, such as ONLY WRITE and HAYDON Black Hole.

But by this year, the revenue and profitability of some beauty collection stores have improved.

For example, Yanli increased by 40% in the first quarter; The colorist also turned a profit in the first quarter, with revenue increasing by over 36% year-on-year to 236 million yuan, and the operating profit rate changed from -5.6% to 14.2%. The person in charge of the colorist’s brand told Narrow Broadcast that at present, the single-store data has maintained a double-digit year-on-year growth rate every month.

A number of beauty collection stores have also increased their store expansion and targeted areas outside first-tier cities.

Hi-burning wants to expand to 50 stores this year (there are 22 stores by December 2022) through the parallel mode of direct franchise, and most of the areas open to franchise are Guangdong and second-and third-tier cities in southwest China. The colorist also plans to continue to open 100+ stores nationwide, of which 17 stores opened in the first half of the year are in second-and third-tier cities such as Foshan, Xiamen and Liuzhou.

This year, beauty collection stores have also proposed to upgrade their brand introduction, service and spatial image, showing good expectations for the future. Yanli held its first supplier meeting in nearly three years in April this year and announced a series of upgrade strategies.

Why can the beauty collection shop pick up this year? What are the external factors? What adjustments have been made to the channel itself?

First of all, this is related to the recovery of offline consumption, and the channels such as colorists and burning fans are actively or passively optimized during the epidemic to find an expandable single-store model. Including Huamei closing the Tianmuli store in Hangzhou at the end of July and officially stopping the operation of the Xi ‘an store today, it is also looking for a suitable expansion model, such as being profitable and better matching with the ground. One proof is that Huamei said that she would open upgraded flagship stores in Nanjing, Hangzhou, Xi ‘an and other cities.

The recovery of cosmetics consumption has also played a certain role in boosting. From the macro data, the total amount of cosmetics agencies from January to August this year increased by 7.5% year-on-year.

In addition, one of the reasons why the industry thought that the makeup collection store could not be sustained was that it was not optimistic about the upstream cheap domestic makeup. Although many domestic cheap makeup businesses have fallen or even closed down since 2021, cheap makeup is not a false demand. With the liberalization of the epidemic, the consumption of cosmetics has gradually recovered. According to the data of the solution consultation, the cosmetics category of Tik Tok e-commerce increased by 90% in the second quarter of this year; There are also many domestic cosmetics that have withstood the test of epidemic situation and low tide of capital.

Another important reason is that brands are paying more and more attention to offline.

In the past five years, a large number of beauty brands have risen with the help of online traffic. However, with the online growth and the weaker advantages of traffic cost, some brands think that offline is a more efficient choice; And because of the demand of brand price control, the gap between offline price and online price is narrowing.

This means that the online and offline channel game has entered a new stage in terms of growth, traffic and price.

The ups and downs experienced by beauty shops, especially those represented by colorists, in the past few years are related to consumer demand, upstream supply and the adjustment of channels themselves.

These makeup collection stores came into being with the tide of domestic beauty cosmetics, and innovated on the traditional CS channel model, creating cheap makeup collection, big-name sample sales, no BA and other models to create a store experience that attracts Z generation. This has also led to the iteration of mature brands in terms of brand introduction, store design and experience.

These new retail species are expanding rapidly with the support of capital. A practitioner recalled to us that his brand opened 100 stores in half a year, and basically kept one store for one or two days. "It was crazy, that was really fierce. 」

However, due to the decline in the frequency of consumers’ make-up during the epidemic, and the lack of capital and flow dividends, the consumption of make-up is weak, and many make-up brands have closed down or transformed. As an accompanying channel of domestic beauty products, makeup collection stores were affected. Some investors stopped investing in makeup collection stores after seeing the decline of Tmall makeup market.

The person in charge of the brand department of the colorist believes that the demand for make-up consumption has not changed in essence, but the external factors have hidden the demands in stages, and the cheap domestic make-up is still a sustainable market.

From the consumer side, the makeup crowd is getting younger and younger, and they have demands for cheap goods; From the supply side, cheap make-up is essentially a fast fashion business. The response speed of China brands and supply chains is very fast, and a new product can be launched in two or three months, which is difficult for international brands to satisfy.

Earlier, some people in the industry told Narrow Broadcast, "Many people don’t see domestic cosmetics on Taotian’s list, so they think they are not good. In fact, these brands are on the rise in Tik Tok. 」

In particular, some brands that have crossed the epidemic cycle have become better by optimizing the supply chain, products and operating costs, and are still a stable supply of beauty collection stores.

Although cheap makeup is picking up, these makeup collection stores still need to solve the problems of pattern homogenization and loss expansion buried in the rapid expansion period.

The above-mentioned practitioners said that at that time, everyone was more concerned about the growth of the broader market than the single store. "When you go back to the single store, you will find that many stores are not profitable. Coupled with the impact of the epidemic, the problem was quickly exposed.

In addition to closing unprofitable stores, exploring a single-store profit model is the key.

The relevant person in charge of the colorist mentioned that they have been adjusting the unit yield of stores in 2022, and they have to solve large and small problems almost every week. "It is to do the basic retail skills well and optimize based on efficiency. 」

After adjustment, the colorist’s single shop tends to be standardized, with an area of 100-400 square meters. Xiyan is also making similar adjustments. They control the store to 80 square meters, hoping to speed up the chain through the small store model.

In addition, colorists also systematize brand marketing. Based on different nodes and changes in consumer demand, they formulate appropriate marketing programs to attract users to the store, so that marketing can serve daily innovation and retail, rather than marketing for marketing’s sake.

After a series of adjustments, the sales of colorists improved after the recovery of consumption. "The make-up cabinets we sell are completely out of stock, and it’s all the same wherever you go. The person in charge of the colorist brand said.

KK Group’s prospectus shows that the loss-making stores of colorists are decreasing, from 115 at the end of 2022 to 35 on March 31, 2023. The single store data has also improved significantly. The average monthly transaction volume of a single store has increased from 3454 in Q1 last year to 5065, and the GMV of a single store has increased from 316,600 yuan to 455,900 yuan, both higher than the annual data in 2020.

The person in charge of the colorist brand stressed that these data are also better than before the epidemic. "In our view, the market has returned to normal level. 」

With the recovery of offline consumption, beauty collection stores with expansion conditions began to pay attention to broader market opportunities.

In addition to the colorists and hi-burning mentioned at the beginning, mature brands such as Yanli and Sephora are also actively exploring third-and fourth-tier cities. Yanli will increase the layout of the sinking market in 2022; Sephora entered more sinking cities such as Bozhou and Taian from January to August this year.

This just conforms to a trend-in recent years, large commercial real estate is also exploring second, third and fourth tier cities, and beauty collection stores can sink with real estate companies. Yanli cooperates with regional head commercial real estate and China Resources system to lay out the sinking market; The colorist also cooperates directly with head commercial real estate such as China Resources, Vanke and Wanda. "They take us wherever they drive. 」

The main reason for the sinking of beauty collection stores is related to the gradual saturation of competition in first-and second-tier cities and the rising cost of competition. However, there are still a lot of unsatisfied consumer demand in the sinking market-consumers’ awareness of brands and products accumulated through social media is the same as that in first-and second-tier cities, but it is difficult to experience these products offline, let alone niche brands and emerging online celebrity brands, and many cities have not even popularized counters of mature brands.

Users need a channel to buy genuine products and experience more products.

In the regional markets where these beauty collection stores have sunk, there are long-established regional chain leaders, such as Merrill Lynch Beauty in Anhui and Boyimeihui in Henan, which can meet the above needs of local consumers to some extent.

Some people in the industry also mentioned that after the epidemic, individual beauty shops in some areas "have sprung up like mushrooms after rain." Narrow Broadcast also found a large number of single stores in public comments, such as infini beauty, which opened in Wujiang District, Suzhou, and opened in October last year, specializing in international big-name cosmetics, skin care and perfumes.

The continuous activity of regional brands and single stores reflects the definite demand and opportunity of sinking market, which is the premise of an industry chain.

The opportunity for national chain brands lies in enhancing their local share through branding and standardization, and meeting differentiated needs with their own supply chain characteristics.

Zheng Xuechao, director of Yanli Operation Center, mentioned, "Although there are leading companies in every region, there is a large space in the domestic cosmetics market, and (local) customers have the demand of pursuing genuine products and differentiation, and Yanli can just play its own characteristics. The core feature of Yanli is the professional skin care and the professional service of the store skin housekeeper. On the public comment, some users commented in a store in Yanli Suzhou, and finally found a channel to experience the high-end professional brand Orenassus in Suzhou.

Another example is a large number of emerging cheap makeup brands and products in the colorist’s shop. The person in charge of the brand department of the colorist said that they received unexpected feedback after sinking. "Young people in the sinking market have a better understanding of makeup than we thought. 」

However, there is also objective competitive pressure in the regional market. As the person in charge of the colorist brand said, the industry competition is intensifying. "We have a sense of crisis every day. 」

On the one hand, there are great differences in different regions, and it takes time for chain brands to accumulate their knowledge of the market. Yan Li found that customers in different regions have different needs for skin care and brand awareness, and the pallets of chain brands may not be suitable for all regions and need to be adjusted quickly. Hi-burning cooperation with franchisees is also to better integrate into the regional market.

Moreover, some regional brands are not slower than chain brands in the iterative update of supply and store design, and even some individual stores have more advantages in display innovation because they are flexible enough.

On the other hand, acquaintance society and attention to service are the consumption characteristics of the sinking market, and brands that have been deeply involved in the local market for a long time or have a smaller service radius have closer ties with users.

Zhang Fan, the owner of infini beauty, told Narrow Broadcast that although there are not many new customers in the store every day, they have accumulated nearly 500 members since its establishment, and almost all of them will buy back. "We don’t eat people very much, but mainly buy back from old customers. 」

Zhang Fan believes that service is an important reason for the high repurchase rate. She will patiently introduce and recommend products to customers, remember the products and needs bought by each customer, and bring customers a more intimate experience. Infini beauty’s core customers are mainly women aged 40+. Most of these customers don’t take the initiative to do their homework, but trust Zhang Fan’s service and recommendation, which leads to repurchase and linkage.

Zheng Xuechao also stressed that customers in the sinking market have higher demand for in-store experience and services, and brand salons and brand private enjoyment will be very popular, so they will strengthen such services locally and enhance the user experience.

In the past, beauty brands that relied on online traffic also had the demand of exhausted traffic and fierce competition, and returned to the offline to find increments.

Offline layout is an inevitable choice for the brand to grow to a certain stage, not only for sales, but also for establishing a more specific and three-dimensional brand image and closer user interaction.

Experience-oriented sub-categories also have natural demand for offline products, such as make-up, perfume and beauty instruments. Luo Xiaoman, a new make-up brand, told Narrow Broadcast that they will pay more attention to offline channels this year, provide users with color trials and improve the accuracy of purchase; Yan Li started to create an offline experience scene of home beauty instruments with domestic and foreign head beauty instrument brands last year.

With the change of online traffic environment, offline turns into incremental channels and traffic depressions.

In the past three years, the beauty industry has accelerated its online development, and the growth of major trading platforms has peaked. Only Tik Tok is still growing at a high speed. According to the statistics of 618 this year, the increase of skin care products in Tik Tok has doubled, but Taotian has increased by less than two points year-on-year. Offline has become a way for brands to find increments.

Secondly, online traffic costs are high, even higher than offline costs for many new brands. Some brands believe that the cost of entering the beauty collection store is relatively low and fixed, and there is no need to continuously invest in traffic fees, which is a more efficient channel at present.

Such traffic changes, coupled with the fragmentation of channel layout, brands began to control the price and gross profit more consciously. Therefore, the price gap between offline and online is gradually narrowing. As far as colorists are concerned, apart from broadcasting, colorists are now able to achieve the same price as online, whether in the daily sales period or in important nodes such as 618 and double 11.

Beauty collection stores have overcome the most obvious disadvantage in the past-price to some extent. Especially in recent years, due to the low price brought by frequent e-commerce promotions, "the second 0 yuan" and "buy a formal suit to send a formal suit" have become commonplace, and even some brands are increasing at a broken price.

At this new node, beauty brands enter offline through beauty collection stores, first of all to reduce the difficulty of brand layout offline, and the cost, scale advantage and management difficulty are better than direct sales.

In addition to new brands, many overseas niche brands and cutting-edge product lines of old domestic brands also hope to cooperate with beauty collection stores to enhance consumers’ awareness of brands, and many collection stores have launched relevant cooperation plans.

Moreover, the beauty collection store can play a different value from online at present, such as the difference of goods, marketing and service, which has boosted the restart of offline business.

For example, the off-line pallet is not simply a replica of the on-line pallet, and there are differences between products and packaging. Take a detail, the off-line commodity packaging needs to be coated with oil film, otherwise it will be distorted by off-line spotlights.

Based on the recognition of pallet differences, colorists will help brands incubate new product opportunities offline, and they have created new offline products with brands such as Mistine Mistine and Ke Laqi.

When Ke Laqi launched "Little Paintball" lip paste last year, he provided a full range of products with different color numbers to the colorist’s channel, and discussed the applicable people of different color numbers together. Finally, he decided on a channel-specific color number, and the sales exceeded expectations.

The colorist said that because the colorist provides color test service, it can provide faster and closer feedback to the brand, thus creating new product opportunities. "Some colors may not attract users online, but they sell well offline because they can try colors. 」

Co-creation with brands can improve the competitiveness of channels, achieve exclusive cooperation of brands or brand pallets, and attract more brands. The relevant person in charge of the colorist said that the number of exclusive brands in the colorist field has an absolute advantage in the industry.

At the marketing level, offline is naturally suitable for driving consumers to buy through activity atmosphere and scene marketing, similar to the logic of online content planting grass. The colorist believes that the off-line consumption season and consumption habits are different from online ones. Consumers will go to the store as long as they know that there are new products every month and there are different ways to play every month.

"Narrow Broadcasting" learned that colorists have new products every week and will do joint marketing with brands every month. For example, after starting to apply sunscreen products in March this year, the colorist will start with the location of the store display and sunscreen products to create a sunscreen atmosphere. During the National Day, the colorist also joined hands with Laqi, Grain Rain, Pico Bear ×loopy and Half × Barbie to hold an anniversary flash event to attract users to punch in. Compared with the pre-holiday sales, the colorist’s sales increased by 40% week-on-week.

Changes in online traffic have also made brands aware of the importance of refined operations, which is why beauty collection stores emphasize improving membership services.

For example, Yanli will renew and maintain its members through new product experience, sample presentation, brand flash, high-end member appreciation meeting, etc., and the precipitated members will also be open to the brand and conduct in-depth membership operation with the brand; Members’ private parties will also be held in conjunction with the brand, and members will be invited to experience products and services in VIP rooms of shopping malls or high-end private parties in star-rated hotels. Such activities can reach nearly 2,000 a year.

Zheng Xuechao said that they clearly perceived this trend change in 2022, and more and more brands discussed with them how to strengthen member services. Through the interaction between consumers and brands, on the one hand, customers can choose products that suit them, on the other hand, they can get more refined labels from members to make decision support for product and service upgrade iteration, joint marketing and user experience, so as to better solve users’ pain points.

Reporting/feedback

Every firework over northern Myanmar may mean that one person’s life in China is dying! This kind of fraud is the most deadly!

With the heavy blow to telecom fraud in China, most domestic telecom fraud gangs have now moved abroad, especially in Southeast Asia. Initially, telecom frauds transferred abroad will be entrenched in Southeast Asia such as the Philippines and Malaysia, but in the past five years, northern Myanmar has gradually become the preferred residence for these fraud groups.
Zhou Jun is an insider who is familiar with police cases. According to incomplete statistics, there are about 100,000 people engaged in telecom fraud in this area. And these telecom fraud gangs, which have sneaked abroad and grown wantonly in northern Myanmar, are targeting at compatriots in China.
Northern Myanmar mainly refers to the four autonomous regions on the border between China and Myanmar. They are controlled by four military armed forces independent of the central government and are in a state of "warlord separatism". These places are deeply influenced by China culture, and are very similar to Yunnan in living habits and language. The official language includes Chinese, which can circulate RMB, and can also use the signals of China Mobile, China Unicom and China Telecom.
For the needs of economic development, the local military government even set up a special economic development zone to provide special business licenses for these criminals engaged in telecom fraud to support the development of telecom fraud. It is for these reasons that North Myanmar has become a paradise for fraudsters.
The following is Zhou Jun’s dictation:
Every time you successfully defraud 500 thousand, you will set off a bunch of firecrackers to celebrate.
In the Spring Festival of 2021, I went to North Myanmar again.
Every once in a while, my biggest feeling is that the construction here is too fast. Office buildings have sprung up and roads have been repaired quickly. However, these new office buildings are basically rented to gangs engaged in telecom fraud.
It was also during the Spring Festival this year that I realized one thing. Every time I used to come here, I always heard the sound of fireworks and firecrackers one after another at night. They sounded in different places, and sometimes they were awakened by firecrackers at two or three in the morning. We will feel strange: why do we set off firecrackers every night?
Later, I finally learned that firecrackers were set off by telecom fraud gangs. This seems to have become a custom. Every time they successfully swindle 500,000 yuan, they set off a bunch of firecrackers to celebrate.
This bunch of fireworks set off in the sky is the footnote of this magical reality. Those victims in China were cheated out of everything, but here, it is their achievement worth celebrating.
Here, the telecom fraud industry is called "cash net", which is harmful to society, but it is legal in the local area. Telecom fraud gangs will pay the military government, create jobs and drive consumption. Their gathering has also promoted the development of all walks of life around them, including those who provide network services for these fraud gangs, those who deliver takeout food and those who open hotels … The local government is happy with the changes brought about by the arrival of telecom fraud. The buildings there are getting higher and higher, and the bumpy mud roads have become cement roads.
Historically, opium was cultivated and drugs were produced in these places. Local people will also be infected with drugs, which has strong social harm. Unlike telecom fraud, scammers don’t target local people. The targets of these fraud gangs smuggled from China to northern are all China people with mobile phones and computers in China.
In 2015, when telecom fraud gangs appeared sporadically in northern Myanmar, the domestic police were quite optimistic, because the local police cooperated well with the domestic police and the arrest was easy. They also discussed the technical aspects of the crackdown with the domestic police.
I remember once, the domestic police locked a fraud gang, but the arrest inside the gang was blocked because they could not open the iron gate of their den. When the fraudsters learned that the police were coming, they threw all their tools into the river from the second floor. After the evidence was destroyed, the criminals were still very arrogant and stood on the rooftop, challenging the domestic police with gestures.
Faced with this situation, the local police chose to shoot directly, and these talents surrendered. Finally, because of the destruction of evidence, the domestic police had no reason to arrest them, while the local police took everyone away and locked them up for a long time on the grounds of obstructing the police from handling cases.
Before October 2018, the cooperation between domestic police and local police was smooth. This is a win-win situation, the domestic police caught people, and the various living materials of those gangs that could not be taken away were confiscated by the local police. The local per capita salary is very low, and the monthly salary of the police is 300 yuan RMB. Those materials that can’t be taken away are a considerable income for them.
However, since October 2018, the attitude of the local police has changed, and the change is said to come from the fact that high-level officials were bribed by fraud gangs. Later, they also set up an economic development zone to handle the business license of "cash network business" for fraud gangs, and fraud business began to enter the room. Of course, paying a high monthly "protection fee" is also a necessary condition for every fraud group to survive locally.
More than 100 million people are engaged in telecom fraud in northern Myanmar.
Fraud gangs have brought rich economic returns to the local area. And some young people in China, attracted or lured by attractive job advertisements, went on and on to sneak into northern Myanmar.
Fraud gangs have outlined a dream of getting rich for them, and they can earn more than 10,000 yuan a month just by chatting. When these young people arrived in North Myanmar, they found that there was a great discrepancy between advertising and reality. What they are doing here is a clear crime in China, and making money is not as easy as they think.
If you regret it and want to leave, you need to pay at least 30 thousand yuan for redemption. If you can’t afford it, men will be asked to sell drugs and women will be asked to engage in prostitution. In the local area, gambling and pornography are legal industries. This is an abyss, as long as you step into that step, it will be difficult to get out again.
In China, telecom fraud was first brought by fraudsters in Taiwan Province, and then copied by some Fujian people. In some areas of Fujian, even an entire village engaged in telecom fraud. Now, the original Fujian people have generally become the bosses at the tip of the telecom fraud pyramid in northern Myanmar, and their people come from all over the country.
It is estimated that there are hundreds of thousands of people engaged in telecom fraud throughout northern Myanmar. Over the years, I have also dealt with many young people at the bottom of this industry. Most of them are "problem of juvenile" with poor academic performance, and their families are good and bad. Some time ago, the domestic police rescued a 16-year-old Shanghai girl. The girl’s family condition was good. Because she didn’t want to go to school again, she came to northern Myanmar with her netizens. In the fraud gang, what she needs to do is very simple, that is, to send a trembling voice every day, show her beauty and life, attract fans and add the designated WeChat in the gang. And these fans attracted by her have become the targets of gang fraud.
Because her daughter disappeared, her family called the police, and finally the girl was found by the domestic police. The rescued girl also blamed her mother for "ruining her dream of making money". Because the girl was under 16 years old, she was not investigated for criminal responsibility. Other adult fraudsters who report to the domestic police for help will be considered as surrenders, and they will still face criminal prosecution after being rescued by the domestic police.
Because the military government in northern Myanmar is not under the management of the central government of Myanmar, the passport doesn’t work here. The legal pass recognized here is the border pass, which has certain conditions. The border between China and Myanmar is more than 2,000 kilometers long. There is no obvious barrier. There are mountains and water, and many places come over as soon as they pull their trousers. Smuggling has become a way for Chinese people to reach northern Myanmar, and it has also become an industry. In the early years, the price of 200 yuan can find a way to successfully smuggle. After the outbreak of the epidemic last year, the price of smuggling has also risen. I heard that several people were caught by the border guards some time ago, and each person gave tens of thousands of yuan to the snakehead.
In northern Myanmar, there are as few as four or five people and as many as two or three thousand. The types of fraud include impersonating public security organs to enforce the law, defrauding loans, chatting naked, cashing in bills, investing in wealth management, killing pigs and so on. Most fraud lists are tens of thousands of yuan, and a few can reach millions or even tens of millions. Most fraudulent orders give a small commission to a single person.
In the past two years, the most harmful thing is the "killing pig plate". Simply put, this kind of fraud means that the liar will pretend to be a perfect lover, fall in love with the victim online, and finally guide the victim to invest or gamble on their designated website. When the victim invests a lot of money, the lover and the website disappear together.
Gangs engaged in "pig killing" fraud have an assembly line-like division of labor. Some people are responsible for finding pigs to kill, others are responsible for chatting with pigs, and technicians are responsible for building websites for "killing pigs".
I came into contact with a well-paid female white-collar worker, who was cheated by the "pig-killing dish" for 6 million yuan. She came to report the case and asked us to find the person who cheated her, not asking for her money back in the end, but just asking if he was sincere about himself.
The "killing pig plate" just uses people’s emotional needs to gain the trust of the victims, and then uses people’s greed to guide the victims to invest money.
More and more complicated fraud routines
The detection of telecom fraud cases is a technical job, and only when someone reports the case can the domestic police solve the case. Although the domestic police all know which floor of a building in northern Myanmar is a telecom fraud gang, they can’t arrest them without a case. Only when someone reports a crime, the domestic police will look for the place where this gang is located according to all kinds of information he provides, because the criminal gang caught in this way can determine their criminal evidence and form a complete evidence chain.
In my memory, the most successful case was an arrest in 2017. The criminal gang hid on the second floor of a building materials market. At that time, the weather was very hot, the door of criminal gangs was open, and the office environment was not good. Only fans were installed in the office on a hot day. When the domestic police arrived, they were working, and they got all the evidence such as computers and mobile phones, so they were caught red-handed. The evidence was clear and the case was solved smoothly. The scam of this gang is to find people who want to borrow money through baidu promotion, pretend that they can help with the loan, and then charge the victims in various names. In the end, the domestic police arrested ten criminals.
However, there are not many such smooth times. In a large-scale crackdown in 2017, the domestic police dispatched more than 1,000 policemen, but in the end, because of some strategic mistakes, only more than 300 criminals were arrested. Sometimes the domestic police took people back, but because of the lack of evidence, they had to let them go, and these people went back to northern Myanmar to continue to engage in telecom fraud.
The new trend now is that the degree of integration of various crimes is getting higher and higher. This also makes it more and more difficult for the domestic police to solve the case. For example, gambling and fraud show an integrated form, which is not only reflected in the form of fraud and gambling, but also in operation and management. The local military government will entrust casinos to manage fraud gangs. Because the casino itself has to pay protection fees and taxes. So the management of these casinos will set up their own companies or jointly set up management committees with development zones to manage fraud gangs.
Before telecom fraud entered northern Myanmar, the best local houses were owned by casinos. In the past, there were few tall buildings with more than six floors here. The first floor is used as a physical casino, and the second floor and above are rented to fraud gangs, so that the casino collects rent and management fees. The management fee received was handed over to the local military government together with part of the casino’s income.
In this process, the owner of the casino found that telecom fraud was very profitable, so he began to take a stake in telecom fraud. Casinos are in cahoots with telecom fraud. There are many similarities between gambling and "killing pigs", and like online casinos, killing pigs also requires buying domain names and constantly changing websites. It’s just that gambling will make some profits, and the "killing pig plate" will directly circle the money and run away. Casinos have good technology in this respect, which can be directly provided to the "pig killing plate". In addition to technical collusion, casinos and fraud gangs will also share customers. These complicated reasons make gambling and fraud more integrated.
The way of telecom fraud has gradually escalated, which also makes the domestic police dare not slack off, and it is necessary to step up the improvement of the technical level of domestic police in solving cases.
Because of the impact of the epidemic, it is inconvenient for the police to go abroad to handle cases. These fraud gangs have basically been in a state of uncontrolled and barbaric growth in the past year. At the moment when the global epidemic has not been extinguished, I am not optimistic that they may have an explosive growth in the next few years.
(Note: In order to protect the privacy of the respondents, Zhou Jun is a pseudonym)
Source "Observatory", ending fraud
Reporting/feedback

Lonely Wuhan’s self-admiration： the national people’s smell of ＂Wu＂ turns pale vs Wuhan’s 40,000 family dinners.

On the morning of January 21st, according to the relevant provisions of the Law on the Prevention and Control of Infectious Diseases, the National Health and Wellness Commission decided to include pneumonia infected by novel coronavirus in the Class B management of legal infectious diseases and take preventive and control measures for Class A infectious diseases. People’s governments at all levels, health administrative departments, other government departments and medical and health institutions can take a series of prevention and control measures according to law, such as patient isolation treatment and close contact isolation medical observation, to jointly prevent and control the spread of pneumonia infected in novel coronavirus.

This means that the prevention and control of novel coronavirus has entered the highest level.

As of 7: 30 on the 21st, 219 cases of novel coronavirus have been confirmed in China (198 cases in Wuhan, 5 cases in Beijing, 14 cases in Guangdong and 2 cases in Shanghai). Thailand, Japan and South Korea have also found one confirmed case of novel coronavirus’s pneumonia.

Except for Wuhan, the first confirmed patient found in other areas all had "Wuhan experience".

To be sure, Wuhan is the pathogen of pneumonia in novel coronavirus.

Academician Zhong Nanshan, the leader of the high-level expert group in National Health Commission, said in an interview with CCTV that "the pneumonia infected by novel coronavirus is definitely from person to person". When talking about how to prevent it, Zhong Nanshan said: "The key points are prevention. It is very important not to go to Wuhan without special circumstances."

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▲ Academician Zhong Nanshan was interviewed by CCTV.

Ceng Guang, a member of National Health Commission’s high-level expert group, also made the same suggestion. In an interview with a CCTV reporter, he said: "We hope that … we can not go to Wuhan now, and Wuhan people can not come out. This is our contribution. This is not an official call, it is the suggestion of our expert group. "

The eyes of the whole world are focused on Wuhan, paying attention to the epidemic prevention and control in Wuhan. In the circle of friends, it has reached the point where the smell of "Wu" has changed color.

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But in the early days of the epidemic, Wuhan people themselves did not realize the seriousness of the epidemic.

Li Gang, director and chief physician of Wuhan Center for Disease Control and Prevention, said in an interview with the media that, combined with the clinical manifestations of known patients, the medical observation reports of close contacts, and the results of previous epidemiological investigations, "the current comprehensive judgment is that the epidemic situation is not contagious in novel coronavirus, and the possibility of limited human-to-human transmission is not ruled out, but the risk of continuous human-to-human transmission is low."

Perhaps it is such optimistic remarks that have influenced the judgment of Wuhan people. The people of Wuhan should eat and drink, and buy new year’s dinner as usual. Novel coronavirus, as if it didn’t affect the mood of Chinese New Year.

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The Wuhan community is still organizing large-scale dinner activities involving 40,000 families.

Wuhan Cultural Tourism Commission is still distributing 200,000 free scenic spot travel vouchers.

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It can only be said that the people of Wuhan are really big-hearted!

As Academician Zhong Nanshan said, the virus is not terrible, but the most terrible thing is that you don’t take precautions against the virus at all, and you are proud of your attitude of not taking precautions.

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However, with the severity of the epidemic situation and the popularization of relevant knowledge in novel coronavirus, we can see that people’s awareness of disease prevention is increasing, and the prevention and control measures of relevant departments are also improving.

On January 20th, Wuhan established the novel coronavirus-infected pneumonia epidemic prevention and control headquarters to lead and direct the city’s epidemic prevention and control work. The list of 61 fever clinic medical institutions and 9 designated medical institutions was published; The activities of benefiting the people through tourism originally planned for the Spring Festival have also been postponed.

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On the afternoon of January 21st, Wuhan upgraded its disease control measures again. The reporter learned from the Wuhan Municipal Health and Health Commission that in order to resolutely curb the spread of pneumonia caused by novel coronavirus infection, Wuhan has strengthened control over people entering and leaving Wuhan.

The Wuhan tourism team does not go out in groups, and the public security traffic control department conducts spot checks on private vehicles entering and leaving Wuhan to check whether the trunk carries live birds and wild animals. Strengthen the temperature detection of passengers leaving Han; Register passengers with fever, distribute brochures and masks, go through the formalities of refund or change of visa free of charge, guide referral to medical institutions in the jurisdiction, and make registration reports.

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Upstream news includes Xinhua News Agency, CCTV News, Chutian Metropolis Daily and Sina Weibo.

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