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In the past two years, people have been enthusiastic about skiing, but before that, skiing was still a very minority sport in China. However, nowadays, with the popularity of skiing culture, especially since the successful bid for the Winter Olympics, skiing has entered the public’s field of vision, and there are more and more snow fields in the country. Looking at all kinds of great gods galloping on the snow field on the internet, can’t you help but be eager to try? Let’s go skiing together today. The competition time of the Winter Olympics is coming to an end, and many wonderful competitions have been watched. The skiing events of the 2022 Winter Olympics include: platform skiing, freestyle skiing, alpine skiing, cross-country skiing, nordic combined and snowboarding. In order to let you watch the race better and participate in skiing, the author brings you today’s article.
First, distinguish skiing events to help you watch the race better.
There are many skiing events in this Winter Olympics. In order to watch the games better, let’s learn about the events first. The names of each event list can’t be clearly distinguished. Skiing events are divided into snowboarding and snowboarding in terms of the number of skateboards. The following is a detailed introduction:
1. Double board skiing:
(1) Ski jumping and freestyle skiing-skill events
In order to fly farther and score higher, the skiers need to have super skills to fly farther.
The greater the technical difficulty of freestyle skiing, the higher the score. The freestyle skiing in this Winter Olympics consists of seven events: aerial skills, snow skills, obstacle chasing, U-shaped field skills, slope obstacle skills, big platform, and aerial skills mixed groups.
Gu Ailing’s advantage event is the skill event. She participated in three events in this Winter Olympics, namely, slope obstacle skill, U-shaped field skill and big platform jump.
(2) Alpine skiing and cross-country skiing-speed events
There are many flag gates on the track of alpine skiing, and athletes need to cross them.
Cross-country skiing is like a ground marathon, which requires great endurance and physical strength.
(3) nordic combined-Comprehensive Project
This is a competition for men only, which lasts for 2 days. On the first day, I competed in platform skiing and on the second day, I competed in cross-country skiing.
2. snowboarding
Snowboarding is divided into racing category and skill category. Racing categories include: parallel slalom, obstacle chase, obstacle chase round group. Skills include: U-shaped court, obstacle breaking skills and big platform jumping.
Second, how can the public prevent skiing injuries?
With the east wind of Beijing Winter Olympics, this winter, the atmosphere of ice and snow is getting stronger and stronger, and more and more people are participating in this sport, and this sport has brought a lot of damage to the public. According to relevant surveys, mass skiers have more knee joint injuries, such as tearing and injury/strain of ligaments around the knee joint; In addition, there are many injuries to the head and neck, upper limbs and thumb. If you want to effectively avoid injury, you are advised to do the following:
Step 1 wear protective gear
Wear helmet and joint protection when skiing.
2. Make full preparations.
Full warm-up can make the body get high-efficiency physiological requirements and reduce the occurrence of injuries. Here are some professional skiing warm-up exercises to help you get into the state as soon as possible:
(1) Warm-up of lower limbs
Action 1: Lie on your back and lift your legs
Lie on your back on the mat, first do hip extension under the condition of leg flexion and straight leg, then do adduction and abduction under the condition of leg flexion, and then do hip rotation exercises under the condition of leg flexion. Finally, under the conditions of supine and prone, the touch exercise of the opposite hand and foot was carried out. The schematic diagram is as follows:
Action 2: Hip flexor stretching
Stretching hip muscles can reduce hip muscle tension and increase hip flexibility. Kneel with legs apart, keep the trunk straight, slowly move the center of gravity forward, and tilt the upper body to the side of the front support leg. The schematic diagram is as follows:
Action 3: lateral box jumping
Practicing this movement can improve the control ability of hips and knees. Jump sideways from the box and keep your hips, knees and ankles aligned when landing. Increase the difficulty of action by swinging your arm or jumping a longer distance. The schematic diagram is as follows:
(2) Warm up the core parts of the body
Action 1: Static force of split leg side brace
Practicing this movement can improve core strength and prevent injury. Elbow support, lift your body, keep it straight, raise your upper legs to the limit, lower your body to the starting position, and then do the next exercise. For 30 seconds in each group, practice 3 groups. The schematic diagram is as follows:
Action 2: Start at both ends.
Lie prone on the mat, lift and extend your arms and legs, tighten your shoulder blades, then put them down and repeat the exercise. The schematic diagram is as follows:
(3) Turn to warm up
Action 1: Kneeling and turning
Turning exercises can help improve the flexibility of the trunk. Kneel on your knees, turn to your sides, and touch your feet on the other side with your hands. The schematic diagram is as follows:
Action 2: Thoracic Spine Rotation
Hands on the ground, kneeling on the mat. Keep the pelvis still, and one arm drives the upper back to rotate. When practicing, keep your eyes on your arms and swing them. For 20 seconds in each group, practice 3 groups. The schematic diagram is as follows:
Step 3 learn to fall
All kinds of accidents are most likely to occur in ice and snow sports. Learn how to fall safely to better protect yourself.
Double board: When the speed can’t be controlled during sliding, if you want to avoid falling, you can first try to lean forward and make a plow brake (make the tail of the double board open in a "V" shape during sliding); If you can’t brake or if you can’t slow down, you should take the initiative to fall down: throw away the poles, hold your body with your hands, squat down and fall to one side of your body, land with your ass, and remember to forbid hand support! (Hand support can easily lead to wrist fracture)
Veneer: when sliding on the front edge, it is easy to fall forward. At this time, you should kneel down with your legs, lower your center of gravity, and stretch your hands forward as far as possible. The whole person is kneeling on the ground and lifting the snowboard. When the rear blade slides and falls, you should cross your arms on your chest, squat down with your legs to form a ball, roll back with your back on the ground, and lift the snowboard at the same time. Also remember to ban hand support!
4. Other precautions
(1) Avoid skiing due to fatigue or discomfort. Skiing consumes a lot of physical energy, and it is easy to cause injuries under fatigue.
(2) Skiing should be studied step by step, and there should be no psychology of being competitive and eager for success.
(3) Choose a suitable ski trail, and don’t blindly climb the advanced ski trail as soon as you learn to ski.
Third, how to choose ski equipment?
Step 1 snowboard
For beginners, it is most convenient to rent ski equipment directly in the ski resort. You should also know the following points when choosing ski gear:
(1) The longer the length of the snowboard, the greater the speed, the more difficult it is to ski, and the more difficult it is to control.
(2) For beginners, the length of skateboard should be 20-30cm less than the height. For amateurs, snowboarding is generally lower than the height, easier to operate, more flexible in steering and easier to use.
(3) You can choose a relatively soft and elastic skateboard. The skateboard with great elasticity will not be too fast, and it is easier to control, so it is safer.
2. Ski suit
You should choose a ski suit with the right size, so you can move freely. First of all, choose warm, waterproof and windproof fabrics. Secondly, it is ok to wear a ski suit and a jumpsuit, but when choosing, the pants must be high-waist; Clothes and trousers with adjustable cuffs and cuffs can effectively prevent snow from entering. Finally, it is best to choose eye-catching tones that have a color difference with white to avoid collision accidents.
It is suggested to adopt the "sandwich" dressing method: quick-drying clothes/sweat-wicking underwear+warm middle layer+windproof and waterproof/professional ski coat to achieve the effect of sweating inside, keeping warm in the middle and waterproof outside.
Choosing professional ski shoes can effectively keep warm and prevent injuries. When choosing ski shoes, it is best to try them on the spot. The most comfortable state is to let the feet have room to move inside the boots, but the sides of the ankles should not be loose. The back of the shoes should be strong and have certain endurance; Ensure that the calf can bend forward flexibly.
In addition, ski masks, warm hats, ski gloves, ski socks, etc. should be prepared.
3. Accessories and protective gear
Ski pole, the ideal length is that when a person stands upright, the arm holding ski pole can touch the ground vertically at a 90-degree angle. Ski helmets should not be too tight or too loose after wearing. It is best to rent or buy them after trying them on the spot. Ski goggles, it is recommended to choose a fully enclosed ski goggles with thicker frame and anti-fogging.
In addition, beginners are advised to wear joint protection and anti-fall pads.
According to the survey, the average life expectancy of women is 5-10 years longer than that of men, but the life expectancy gap is gradually narrowing. The reason why women will lose their original health advantages is closely related to bad habits in daily life, especially the following four points will erode women’s health.
1. Decreased activity
Now is a society where men and women are equal. Housework is not limited to women. Women spend less time doing housework, and their activities are also reduced. Coupled with a heavy-flavored diet such as high calorie and high fat, it will cause obesity, especially abdominal obesity, thus increasing the risk of chronic diseases such as coronary heart disease, type 2 diabetes and fatty liver.
2. Bad hobbies
Smoking and alcoholism are no longer exclusive to men. Many women will relieve their worries by smoking and drinking. However, harmful toxic substances and alcohol in cigarettes can poison various organs and systems of the body and increase the risk of respiratory system, digestive system and cardiovascular and cerebrovascular diseases.
3, more and more strong
Nowadays, women are stronger and stronger. They are no longer always crying, coquetry or nagging as before. They keep everything in their hearts, carry things on their own, don’t know how to release pressure, and induce mental illness and digestive system diseases for a long time.
4. Too much pressure
Modern women hold up half the sky and bear no less pressure than men. While taking care of the elderly at home and raising children, they also struggle in the workplace. Because of long-term heavy pressure, endocrine disorder, reducing resistance and increasing the chance of illness.
1. Exercise more.
Women should have at least 30 minutes of moderate-intensity aerobic exercise every day, such as brisk walking, jogging, skipping rope, swimming and practicing yoga. The weekly exercise time should not be less than 4-5 days, which can promote the whole body blood circulation, improve the cardiopulmonary function, enhance the resistance, and also help to release stress and enjoy the body and mind. In addition, women must stay away from cigarettes and second-hand smoke and refuse to drink alcoholic beverages.
2. Reasonable supplementation of calcium and iron
Under the premise of ensuring a balanced nutrition, iron and calcium should be properly supplemented. Because women face menstrual blood loss every month, they should eat more iron-containing foods, such as animal viscera, animal blood and various lean meats. In addition, eat more calcium-containing milk, eggs, beans, bean products, green leafy vegetables and shrimp skin, and ensure that you drink 200 ~ 300ml of milk every day, get proper sunshine, promote calcium absorption and delay osteoporosis.
3. Adjust your mood
Arrange work and rest reasonably, and coordinate the relationship between career and family. You can’t overdraw your physical strength and energy, so that you can combine work and rest; Face everything with a positive and optimistic attitude, eliminate bad emotions such as anxiety and fear in time, not pursue perfection in everything, and vent your emotions by talking to others, having a good cry or exercising.
Tips
After entering the age of 30, women should have a comprehensive physical examination at least once a year. In addition to regular monitoring of blood pressure, blood sugar, blood lipid and weight, they should also be screened for HPV and TCT regularly. After the age of 35, do mammography or breast B-ultrasound examination once a year; Regular monitoring of estrogen after the age of 45. In addition, women should adjust their diet structure, eat more fresh vegetables, fruits and whole grains, and eat 7-8 minutes full for each meal, not overeating or wolfing down; Keep a regular schedule and quit the bad habit of staying up late.
The online manuscript of family doctor shall not be reproduced without authorization.
Image source @ vision china
After eight days, Hua Xizi finally spoke.
However, the statement did not respond to the high-priced controversy, but reiterated its brand vision as a domestic beauty brand "promoting the beauty of the East and casting a century-old national makeup".
Whether this statement can satisfy consumers who have previously felt "backstab" or not. It is almost a consensus that it is not so easy for "all girls" to buy it.
More and more rational, they are using actions to announce the failure of their price and sentiment cards to the brand.Since the price dispute, they have been saying, "Who is not a domestic product? Who will feel sorry for me?" Take off the emotional binding, while comparing the domestic make-up with the gold price, and measure the cost performance with the accurate price comparison method.
At the same time, it is obvious that Li Jiaqi has had a hard time recently.
Being questioned and apologizing twice failed to quell dissatisfaction. It seems that this matter can’t pass if the powder continues to fall, the topic is constantly derived, and the heat persists for a long time.
Image source @ Little Red Book Davidkwok
Looking back from the time corridor, on the one hand, Li Jiaqi, who has grown into the "first brother" by virtue of his low price advantage and high emotional value, and on the other hand, the light of domestic products, which embodies consumers’ feelings and high cost performance expectations.The rise and fall of the two are so similar and intertwined.
Now, the other side of Li Jiaqi being questioned is the dilemma of domestic beauty cosmetics.
More and more consumers are beginning to feel that domestic products are becoming more and more expensive. They show their feelings and seek resonance by taking screenshots of their past orders on social media.
Image source @ Xiaohongshu Xiao Lv’s embarrassing life
Is this really the case?
Take shanghai jahwa, which owns well-known brands such as Liushen, Meijiajing, herborist, Qichu and Yuze, as an example. According to the announcement of its main business data, the average price of skin care products in the first half of this year and the second quarter of this year increased by 50.42% and 20.16% respectively compared with the same period of last year, which helped its skin care products achieve positive revenue growth.
Image source @ shanghai jahwa’s main business data announcement in the first quarter of 2023
Image source @ shanghai jahwa main business data announcement in the second quarter of 2023
Look at Polaiya, the parent company of Polaiya, Yuefushan and Caitang. In the first quarter of 2023, the skin care products and beauty cosmetics products of Polaiya increased by 21.69% and 23.28% respectively.
Image source @ Proya’s main business data announcement in the first quarter of 2023
In addition, in the first and second quarters of 2023, the average selling price of Marubi skin care products increased by 39.76% and 14.83% respectively, and the average selling price of beauty products increased by 27.22% and 15.90%. In the first half of 2023, the price of skin care products increased by 5.6% and the price of cosmetics increased by 4.9%.
Image source @ Betani 2023 semi-annual report
It can be seen that the price increase that consumers feel is not groundless.
From the main cost performance to "more and more expensive", the rising price of raw materials may be the reason that cannot be ignored.
At present, the key raw materials used by domestic skin care and beauty enterprises mainly rely on imports from the United States, Germany, Japan, South Korea and other countries, such as surfactants for cosmetics, thickeners, high-performance oils and fats, and high-safety preservatives. Therefore, the fluctuation of the supply price of upstream raw materials will indeed greatly affect the beauty and skin care brands.
Since the epidemic, the price increase of some basic raw materials, such as glycerol, has been particularly obvious.
Recently, many giants such as Dow Chemical, Japan PE Co., Ltd., Japan PP Co., Ltd., Sanyo Chemical, Longbai Group, etc. also announced price increases ranging from 5% to 23%, involving cosmetic raw materials such as silicone, surfactant, PMMA, PP, PE and titanium dioxide used as a physical sunscreen, and the price per ton directly exceeded 1,700 yuan.
Polaiya also said in the announcement that the prices of its main products, ruby and active substances with strong efficacy, have increased significantly-the average unit price in the first quarter of 2023 increased by 305.85/kg, an increase of 116.05%.
With the rising cost of raw materials, it is not only domestic brands that raise prices. However, the price increase of international big brands is much milder.
For example, the financial report of consumer goods giant Unilever shows that the price of beauty and health care products rose by 7.5% in fiscal year 2022.
Estee Lauder Group has also raised the price of its products twice in 2023, involving many of its star products, but the increase is relatively limited except Clinique Little Daisy Blush.
Data Source @ Official Flagship Store, Cartography @ Titanium Media APP
In this way,The rising cost caused by the rising price of raw materials is not enough to explain why domestic brands have changed from "flat replacement" to "expensive replacement".
The huge marketing expenses, including the commission of the anchor with goods, are another main reason.
According to the financial report data released by various companies, the sales expenses of various beauty products accounted for about 45% of the revenue in the first half of this year, and the parent company of Perfect Diary, Yixian E-commerce, had the highest proportion, accounting for 61.69%.
Image source @ 么么么么么么么么么么么么么么么么么么么么
Comparing the marketing expense rate of international brands such as Estee Lauder, Shiseido and L ‘Oreal, which is around 30%, we can see that domestic beauty brands are highly dependent on marketing.
This is actually related to the growth experience of domestic beauty brands.
A few years before the flood of new domestic brands emerged, the grass planting economy was just emerging and the online traffic cost was still relatively low. At that time, most of the new beauty brands were established in a short time, with small capital scale, and their ability to lay offline sales channels was limited. Therefore,In the early days of its establishment, online became the main position for the marketing and sales of domestic beauty brands.
At that time, an unwritten explosive formula was popular in the industry: "5,000 little red books+2,000 Zhihu questions and answers+head anchor with goods = a new brand".Seize the user’s mind and achieve explosive growth through marketing, which has almost become the standard of new brands of domestic beauty.
Take Huaxi Zi in this storm as an example. Founded in 2017, it is experiencing a channel dilemma when it comes into contact with the live broadcast room in Li Jiaqi in 2018. At that time, Li Jiaqi had just defeated Ma Yun in the Double Eleven PK selling lipstick, and began to emerge in the field of e-commerce live broadcast.
Looking back on the five years when Hua Xizi and Li Jiaqi were deeply bound, many sales miracles occurred at this time: in 2019, "double 11" sold 700,000 boxes of loose powder of Hua Xizi; In 2020, "618" Hua Xizi became the first in the turnover list of domestic beauty products with GMV of 235 million yuan, and its revenue jumped from 10 million to several billion. According to the quality statistics, from January to February, 2020, 40% of the sales of Huaxizi flagship store came from the live broadcast room in Li Jiaqi.
Hua Xizi’s growth experience is only a typical representative of domestic beauty, and there are also perfect diaries, orange blossoms, Yuze and so on.
Over-reliance on online marketing has made many domestic beauty products form a revenue-driven growth model.
Take Yixian E-commerce, the parent company of Perfect Diary, which was listed on the US stock market only three years after its birth, as an example. According to its announcement data, from 2018 to 2020, Yixian E-commerce spent 309 million yuan, 1.251 billion yuan and 3.412 billion yuan on sales and marketing respectively, with the highest proportion accounting for 65.2% of the total revenue. With the rising marketing expenses, its scale has also been rapidly expanded.
However, with the contraction of marketing expenses by Perfect Diary, its operating income is also affected simultaneously: in the first quarter and the second quarter of this year, the proportion of marketing expenses of Yixian e-commerce decreased by 7.9% and 2.5% respectively compared with the same period of last year, and the total net income decreased by 14.1% and 9.8% respectively.
More seriously, with the surge in online traffic costs,Many domestic beauty brands are caught in the "strange circle" cycle of exchanging marketing for revenue.That is to say, if marketing is reduced, revenue may decline, but if marketing is maintained, high traffic cost will cause losses, and even it may fall into a negative cycle of more money burning and more losses.
In this way, the price increase has become a natural choice in the dilemma of domestic beauty.
At the same time of rising prices,A large number of domestic beauty brands are disappearing in invisible places.
According to incomplete statistics, from June 2022 to now, there are about 12 cutting-edge makeup brands that have declared bankruptcy/clearance/suspension. Among them, there are some brands that have exploded, such as floating Fomomy and Kale said Colorpedia, which shows that the market competition is fierce.
Cartography: titanium media APP
Consumers’ enthusiasm for buying domestic beauty brands has also begun to cool down.
In this year’s TOP20 of Tmall’s 618 beauty industry, only four domestic brands entered the list, namely Polaiya, Winona, Fumei and Shuguang, and the corresponding rankings were TOP4, TOP9, TOP13 and TOP19.
Image source @ tmall beauty cosmetics
Looking back at the development of domestic beauty brands in the past ten years, the market share has increased from 15% in 2012 to 28.8% in 2021.
However, while we are excited about this, we should also see the fragility of relying on short-term marketing strategies and transferring costs through price increases.
Cosmetics, as a complex mixture of various raw materials, as the core active ingredient and the production technology such as fermentation and synthesis technology, are the key to build its core competitiveness.
In the process of the rise of international beauty products, many brands rely on core ingredients and production process barriers to build a protective city. Take L ‘Oré al’s self-developed Bose factor as an example. Since the successful research in 2000, helena rubinstein, Lancome, Xiuliko, YSL and Yuxi have all participated in Bose factor, occupying the forefront of the anti-aging category. The unique fermentation process of the core ingredient Pitera in the immortal water also helped SK-II build its core competitiveness.
However, R&D capability and core production capability are the disadvantages of domestic brands.
According to the statistics of Dongxing Securities, as of 15th, 2022, the number of patents of Procter & Gamble and Unilever reached 177,154 and 86,074 respectively, and mainly concentrated on inventions with higher gold content and longer patent protection period.
Image source @ Dongxing Securities
According to the data of Tianyancha, the number of patents of shanghai jahwa, Betani, Marubi, Huaxi Bio and Yixian E-commerce are 1650, 244, 396, 646 and 174 respectively, and among the patents in shanghai jahwa, the design category with relatively low gold content accounts for 80.24%; By 2022, Yixian e-commerce has 174 patents worldwide, of which 43 are invention patents.
Image source @ Tianyancha
Image source @ Tianyancha
In addition, domestic beauty products mostly adopt OEM OEM mode, lacking the ability and technology of self-built factory production.
Under this model, the upstream foundry masters the core production technologies such as raw material extraction and preparation, synthetic biotechnology, etc., while the brand side is often caught in homogenization competition, making it difficult to build a brand moat.
Take the category of freeze-dried mask. As a rapidly growing sub-category in recent years, there have been many explosive products. For example, in 2020, the SKU of Yuze freeze-dried mask will reach 2 billion; In 2021, Winona’s double eleven pre-sale freeze-dried mask products were pre-sold in three seconds.
But in fact, these explosions, such as Yuze Centella asiatica reassuring repair mask, Winona soothing repair freeze-dried mask, and Appropriate Herbal Gentian reassuring repair freeze-dried mask, were all made by the same foundry that mastered the core freeze-dried mask technology-Weibo Haitai.
According to the information, Weibo Haitai has cooperated with many brands to list dozens of masks and essence products of herborist, Yuze, L ‘Oreal, Ke Beili, Yiyibucao, Winona, Royal Nifang and Liangliang.
Under such fierce competition of homogeneous products, it is difficult to impress today’s consumers only by fighting for low prices and "selling badly"It has become an industry consensus to improve R&D capability, increase investment in innovation and improve product quality.
In the first half of this year, the proportion of research and development expenses of domestic beauty cosmetics has increased to varying degrees. Huaxi Bio invested 187 million yuan in research and development in the first half of 2023, accounting for more than 6%; Betani’s R&D investment accounted for more than 4%, up 33.58% year-on-year; The R&D expenses of Giant Bio increased year-on-year, reaching 80.75%.
Image source @ 么么么么么么么么么么么么么么么么么么么么
In addition to research and development, domestic beauty brands are also making up for shortcomings.
For example, in August this year, the first factory of Yixian E-commerce was put into operation, integrating R&D, manufacturing and quality control, trying to build a moat through self-built factories; Winona gradually diversified her own sales channels, vigorously added more offline, and tried to get rid of single dependence.
Some domestic beauty products have gone abroad and started to show their strength on the international stage.
According to public data, Hua Xizi has been sold to Japan, the United States, Europe and other countries and regions; And relying on "girl’s heart" to win Lolita’s favorite flower knowledge has also caused repercussions in the Japanese market.
The process of the rising of domestic beauty products is doomed to be not smooth sailing. Only by reducing the low cost and increasing the consumption of feelings, a stable and far-reaching brand is bound to fail.
With the continuous evolution of these brands, more possibilities will be created in the future. May a hundred flowers blossom and domestic products become stronger.(This article is the first titanium media APP, written by Yuan Ning, edited by Zhao Hongyu)
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