In March 2024, online registration for the National Computer Rank Examination in Shanghai will begin on March 3.

According to the introduction of the Municipal Education Examinations Institute, the National Computer Rank Examination (NCRE) in March 2024 (the 72nd time) will be held from March 23rd (Saturday) to March 24th (Sunday), and some subjects will be tested. Please refer to the NCRE Level Subject Setting and Certificate System for the types, subject codes and certification conditions of relevant levels. See ↓

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one

Registration time

Candidates must register from 10:00 on March 3 (Sunday) to 16:00 on March 6 (Wednesday), and will not be accepted after that.

two

Registration process

Candidates can visit the unified registration website (Education Network: https://ncre-bm.neea.edu.cn; Public Network: https://ncre-bm.neea.cn; ), select the "Shanghai" entrance to enter the login page, and follow the relevant prompts to complete the online reporting steps such as account registration, information filling, photo uploading and payment. The first time you log in to the system, you need to register for a login pass. If the candidate already has a pass account, you can log in directly. The registration fee for each subject is 105 yuan.

three

Registration photo format requirements

1. The photo should be a recent bareheaded color photo of the candidate himself.

2. In the imaging area, the upper part of the head should be left blank by 1/10, the head by 7/10, the shoulder by 1/5 and the left and right by 1/10. The minimum size of the acquired image is 192mm×144mm (height× width), and the size of the imaging area is 48mm×33mm (height× width).

3. Photo size: 20KB-200KB.

four

Test site selection

This registration is open to social candidates except for Guangbiao College of Shanghai Sanda University (310034) and Shanghai Vocational College of Foreign Languages for Industry and Commerce (310043). For the information about opening the exam, please refer to the Information List of Opening the Exam in March 2024 ↓

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five

Admission ticket printing

Candidates can log on to the unified website within the specified time (Education Network: https://ncre-bm.neea.edu.cn; Public network: https://ncre-bm.neea.cn), select the "Shanghai" entrance to enter, download and print the admission ticket; If there is a problem with printing, please consult the registration point.

Precautions:

1. Candidates must fill in the information carefully and be responsible for the online registration information and photo format. The uploaded photos are the photos of the admission ticket. If they do not meet the requirements or cannot be confirmed as candidates themselves, they will not be able to take the exam.

2. Candidates must complete the registration within 24 hours from registration to payment, and the overdue system will automatically delete the registration information.

3. During the registration period, candidates can choose the date of the intentional test (only for the test sites that open for two days). The date of the intentional test can only be arranged as far as possible. If it cannot be met, candidates must understand and obey the random allocation of the test time, and it will not be used as a reason for refund.

4. In 2024, we will continue to suspend the examinations of three-level Linux application and development technology and four-level Linux application and development engineer. In the second half of 2021, I have passed the Grade 4 Linux exam.

5. See China Education Examination Network for the examination syllabus and course catalogue in 2024.

6. Since the examination in September 2023, electronic certificates will replace paper certificates, and all candidates who meet the requirements for obtaining evidence will get electronic certificates. At the same time, paper certificates will no longer be produced and distributed, and candidates can query and download them in the "National Computer Rank Examination" column on the homepage of China Education Examination Network.

Original title: "Online registration of the National Computer Rank Examination in Shanghai in March 2024 will begin on March 3"

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Winter in Jilin is colorful! Don’t believe me. Look.

When winter comes, white snow becomes an indispensable theme, but do you really think that the winter colors in Jilin will be so monotonous? Can’t!
Yuanxiang inn
Winter in Jilin is colorful! Look ~
Winter in Jilin is white!
With the dress of fluttering snow, white must be the main color in winter. The winter in Jilin is full of fairy tales because of the snow.
Laobaishan original ecological scenic spot
White is synonymous with purity. The winter in Jilin is pure enough, as far as you can see, and it is a gift from nature. Because of this color, walking in this silvery white world makes you feel good!
Liudingshan cultural tourism area
Winter in Jilin is blue!
Good ecology has created good weather in Jilin. If you come to Jilin for this warm appointment in winter, you will see the blue sky, clear and bright, and pleasing to the eye.
Changbai Mountain
Jilin blue, with a palette, is not easy to make pure! Under the blue sky, no matter where you go, it is a gorgeous oil painting with full texture and indescribable beauty.
Changchun Jingyuetan National Scenic Spot (Gao Fuxing Photography)
Winter in Jilin is red!
With the background of white snow, red is particularly dazzling in winter! Country B&B, the red lanterns hanging high are beautiful, which well explains that the most grounded gas is the most fashionable!
Erhexue town
When it comes to the winter fishing in Chagan Lake, red is the best prop for the "atmosphere group" of fishing and hunting harvest. The red silk is like dancing happily in winter, much like the enthusiasm in Jilin people’s bones.
Winter fishing in Chagan Lake
This winter, "Ji Lin Hong" has added fresh blood. The Beijing Winter Olympics and the Beijing Winter Paralympics are coming soon. The mascot of the Winter Paralympics based on the red lantern "Snow Rongrong" will become the most beautiful decoration this winter!
Winter in Jilin is yellow!
In winter in Jilin, I always want to give you some "colors" to see. Yellow is very eye-catching. In the world of ice and snow, the frozen sticky bean bag, the quick-frozen corn stored in autumn, and the big cake that is a perfect match with the iron pot stew … Every bite is warm and sweet, and the fragrance goes from the nostrils to the mouth, then to the stomach, and warms the heart.
Jiutai Maanshan village wangshan restaurant pot-stewed
Jiutai Maanshan village wangshan restaurant sticky bean buns
Jiutai Maanshan village wangshan restaurant pancake zi
Jilin yellow smells of happiness!
Jiutai Ma ‘anshan Village Wangshan Restaurant "Three Warps and One Steaming"
Winter in Jilin is green!
At the end of autumn, the leaves fall, and since then it seems that the simple color system has been opened. However, in winter, Jilin can still find greenery and full of vitality. The radish and dried vegetables stored properly in the vegetable cellar can still be green and fresh in the deep winter, and even the tip of the tongue is like welcoming spring.
The famous beauty pine in Changbai Mountain will also be full of green, quietly hiding under the snow, and its lively character can’t be concealed. If you don’t want to travel far, you can also find the beautiful "Jilin Green" in the Puppet Manchuria Palace Museum. The color matching of pine trees and snow is the happiness depicted by nature’s brush.
Puppet Manchu Palace Museum (Yang Ming Photography)
Several yew trees are bright green all the year round, and occasionally one or two kittens climb the yew leisurely, full of sprouting and enjoying a comfortable little life.
Puppet Manchu Palace Museum (Yang Ming Photography)
Winter in Jilin is colorful!
In the winter in Jilin, the enthusiasm is like fire, and people bring colorful colors to the winter, dressing up this season of rushing to the outdoor to have fun.
Yuanxiang inn
In the major ski resorts, the more the ski suits are spent, the more eye-catching they are, and everyone is competing to show their colors. A high-profile appearance is the highest tribute to the ski resorts.
Songhua Lake Resort
Beidahu ski resort
Changbai Mountain International Resort (Chenhui Photography)
The happiness of skating in powder snow is not as good as that of others, and Xiao Mengchong also came to join in the fun. That’s right! It’s also "colored"!
Changbai Mountain International Resort (Chenhui Photography)
Changbai Mountain International Resort (Yang Zhe Photography)
Source: Youyou Jilin
Reporting/feedback

Comprehensively study, grasp and implement the spirit of the 20th Party Congress.

  Comprehensively study, grasp and implement the spirit of the 20th Party Congress.

  Qiushi magazine editorial department

  “学习宣传贯彻党的二十大精神是当前和今后一个时期全党全国的首要政治任务。”

  “中央政治局要带头抓好全党全国学习宣传贯彻党的二十大精神,推动党的二十大精神广泛深入为广大干部群众所了解和掌握。”

  2022年10月25日,党的二十大刚刚闭幕不久,二十届中央政治局以学习贯彻党的二十大精神为题举行第一次集体学习,为全党学习贯彻党的二十大精神作出示范。习近平总书记主持学习并发表重要讲话,从“在全面学习上下功夫”、“在全面把握上下功夫”、“在全面落实上下功夫”三个方面,对全党学习宣传贯彻党的二十大精神作出部署。

  习近平总书记这篇重要讲话,既对学习宣传贯彻党的二十大精神提出了明确要求,又指明了学习宣传贯彻党的二十大精神的根本方法,具有很强的政治性、思想性、指导性和现实针对性。要把深刻学习领悟这篇重要讲话精神,同学习好贯彻好习近平总书记党的二十大以来的一系列重要讲话精神结合起来,同学习好贯彻好习近平新时代中国特色社会主义思想,把握好这一重要思想的世界观和方法论,坚持好运用好贯穿其中的立场观点方法结合起来,坚定不移把党的二十大提出的目标任务落到实处,以奋发有为的精神努力开创党和国家事业发展新局面。

  进一步把思想和行动

  统一到党的二十大精神上来

  “每当党中央作出重大决策部署,我们就号召全党同志加强学习,以统一全党思想和行动,汇聚起攻坚克难、团结奋进的强大力量。这是党的一条成功经验。”

  在党的百年奋斗历程中,面对新形势新任务,我们党总是号召全党同志加强学习;而每次这样的学习热潮,都能推动党和人民事业实现大发展大进步。早在延安时期,毛泽东同志就指出,“如果不学习,就不能领导工作,不能改善工作与建设大党”。党的十八大以来,习近平总书记反复号召全党同志加强对党中央重大决策部署的学习,要求“全党来一个大学习”。实践充分证明,全党学习的过程就是思想统一的过程、行动看齐的过程、力量凝聚的过程、事业推进的过程。

  党的二十大是在全党全国各族人民迈上全面建设社会主义现代化国家新征程、向第二个百年奋斗目标进军的关键时刻召开的一次十分重要的大会,在政治上、理论上、实践上取得了一系列重大成果。深入学习宣传贯彻党的二十大精神,对于动员全党全国各族人民更加紧密地团结在以习近平同志为核心的党中央周围,高举中国特色社会主义伟大旗帜,坚定道路自信、理论自信、制度自信、文化自信,为全面建设社会主义现代化国家、全面推进中华民族伟大复兴而团结奋斗,具有重大现实意义和深远历史意义。

  图为2022年11月3日,浙江省湖州市安吉县章村镇郎村的“畲乡新语”宣讲团,为当地畲族村民宣讲党的二十大精神。 人民图片 潘学康/摄

  党的二十大以来,习近平总书记对学习宣传贯彻党的二十大精神高度重视,在党中央全会、中央政治局常委会会议、中央政治局会议等多个场合发表一系列重要讲话、作出一系列重要部署,提出一系列明确要求。

  ——2022年10月17日,在参加党的二十大广西代表团讨论时,习近平总书记就学习贯彻党的二十大精神提出“五个牢牢把握”,强调要牢牢把握过去5年工作和新时代10年伟大变革的重大意义,牢牢把握新时代中国特色社会主义思想的世界观和方法论,牢牢把握以中国式现代化推进中华民族伟大复兴的使命任务,牢牢把握以伟大自我革命引领伟大社会革命的重要要求,牢牢把握团结奋斗的时代要求。

  ——2022年10月23日,在党的二十届一中全会上,习近平总书记就“全面贯彻党的二十大精神,为实现党的二十大确定的目标任务而团结奋斗”提出六项明确要求,强调要深刻认识我国发展面临的形势,始终保持战略清醒;继续推进党的理论创新,不断提高马克思主义理论水平;深刻把握中国式现代化的中国特色和本质要求,牢牢掌握我国发展主动权;扎实贯彻全面建设社会主义现代化国家各项部署,着力实现高质量发展;全面落实以人民为中心的发展思想,扎实推进共同富裕;深入推进新时代党的建设新的伟大工程,着力推动全面从严治党取得新成效。

  ——2022年10月25日,习近平总书记主持召开中央政治局会议,研究部署学习宣传贯彻党的二十大精神。会议强调要引导广大干部群众原原本本学习研读党的二十大报告和党章,认真领悟党的二十大提出的新思想新论断、作出的新部署新要求,把党的二十大的部署和要求落实到经济社会发展各领域各方面。

  ——2022年10月27日,在瞻仰延安革命纪念地时,习近平总书记明确要求,要弘扬伟大建党精神,弘扬延安精神,坚定历史自信,增强历史主动,发扬斗争精神,为实现党的二十大提出的目标任务而团结奋斗。

  ——2022年12月15日,习近平总书记出席中央经济工作会议并发表重要讲话,为全面建设社会主义现代化国家开好局起好步定向领航。会议要求,各地区各部门和各级领导干部要把思想和行动统一到党的二十大精神和党中央关于经济工作的决策部署上来,以奋发有为的精神状态和“时时放心不下”的责任意识做好经济工作。

  ——2022年12月26日至27日,在中央政治局民主生活会上,习近平总书记明确要求,中央政治局的同志要在全面学习、全面把握、全面落实党的二十大精神上带好头、作表率,不辱使命、不负众望,切实把思想和行动统一到党的二十大所作出的各项决策部署上来。

  ——2023年1月9日,在二十届中央纪委二次全会上,习近平总书记明确要求,要以有力政治监督保障党的二十大决策部署落实见效。

  习近平总书记这一系列重要讲话、一系列重要部署,深刻阐明了学习宣传贯彻党的二十大精神的重大意义和任务要求,为全党深入学习宣传贯彻党的二十大精神提供了根本遵循。

  党的二十大闭幕以来,全党上下迅速掀起学习宣传贯彻党的二十大精神的热潮。各级党组织认真落实《中共中央关于认真学习宣传贯彻党的二十大精神的决定》,把学习宣传贯彻大会精神作为首要政治任务,引导广大党员干部把思想和行动统一到党的二十大精神上来,把智慧和力量凝聚到党的二十大提出的目标任务上来。广大干部群众一致表示,要更加紧密地团结在以习近平同志为核心的党中央周围,深刻领悟“两个确立”的决定性意义,增强“四个意识”、坚定“四个自信”、做到“两个维护”,自信自强、守正创新,踔厉奋发、勇毅前行,为全面建设社会主义现代化国家、全面推进中华民族伟大复兴而不懈奋斗。

  在全面学习上下功夫

  “只有全面、系统、深入学习,才能完整、准确、全面领会党的二十大精神,对是什么、干什么、怎么干了然于胸,为贯彻落实打下坚实基础。”

  学习理论最有效的办法是读原著、学原文、悟原理,原原本本学、逐字逐句学、联系实际学。在这篇重要讲话中,习近平总书记鲜明指出,学习贯彻党的二十大精神要在全面学习上下功夫,“首先要读原文、悟原理”。

  ——读原文。党的二十大报告深刻阐释了新时代坚持和发展中国特色社会主义的一系列重大理论和实践问题,描绘了全面建设社会主义现代化国家、全面推进中华民族伟大复兴的宏伟蓝图,为新时代新征程党和国家事业发展、实现第二个百年奋斗目标指明了前进方向、确立了行动指南,是党和人民智慧的结晶,是党团结带领全国各族人民夺取中国特色社会主义新胜利的政治宣言和行动纲领,是马克思主义的纲领性文献。《中国共产党章程(修正案)》体现了党的十九大以来党的理论创新、实践创新、制度创新成果,体现了党的二十大报告确定的重要思想、重要观点、重大战略、重大举措,对坚持和加强党的全面领导、坚定不移推进全面从严治党、坚持和完善党的建设、推进党的自我革命提出了明确要求。习近平总书记强调,领导干部要原原本本学习党的二十大报告,同时要把学习报告同学习大会系列讲话和相关文件结合起来,同学习党的十八大报告、十九大报告精神结合起来,联系着学。

  ——悟原理。党的十八大以来,在以习近平同志为核心的党中央坚强领导下,在习近平新时代中国特色社会主义思想科学指引下,党和国家事业取得历史性成就、发生历史性变革。正如习近平总书记深刻指出的:“新时代以来,党的理论创新和实践创新是十分生动的,我们的学习也应该是生动的。”总书记强调,学习不能仅停留在记住一些概念和提法,要紧密联系党的十八大以来党和国家事业取得的历史性成就、发生的历史性变革,联系这些年来我们走过的极不寻常、极不平凡的历程,联系我们深化改革开放、推动高质量发展、有效应对重大风险挑战的具体实践,联系国际环境深刻变化,深刻领悟党的二十大关于党和国家事业发展大政方针和战略部署的历史逻辑、理论逻辑、实践逻辑。

  在全面把握上下功夫

  “只有坚持历史和现实、理论和实践、国际和国内相结合的办法,从整体到局部、再从局部到整体进行反复揣摩,才能全面掌握党的二十大精神,避免知其一而不知其二,知其然而不知其所以然。”

  党的二十大精神内容十分丰富,既有政治上的高瞻远瞩和理论上的深邃思考,也有目标上的科学设定和工作上的战略部署,这些是相互联系、有机统一的。在这篇重要讲话中,习近平总书记明确要求,学习贯彻党的二十大精神,要在全面把握上下功夫,并着重从四个方面进行了深刻阐释。

  图为2022年10月17日,驻守在海南省三沙市永兴岛的武警海南总队海口支队机动四中队战士利用电子读报器学习党的二十大精神。 人民视觉 雷辙/摄

  一是全面把握习近平新时代中国特色社会主义思想的世界观、方法论和贯穿其中的立场观点方法。科学的世界观和方法论是我们研究问题、解决问题的“总钥匙”。党的二十大报告是在习近平新时代中国特色社会主义思想指导下起草的,深刻阐明了把马克思主义基本原理同中国具体实际相结合、同中华优秀传统文化相结合的基本内涵和实践意义,指明了推进党的理论创新的根本途径,揭示了中国化时代化马克思主义理论之树常青的奥妙所在;报告系统阐释了习近平新时代中国特色社会主义思想的世界观、方法论和贯穿其中的立场观点方法,强调以必须坚持人民至上、坚持自信自立、坚持守正创新、坚持问题导向、坚持系统观念、坚持胸怀天下来继续推进实践基础上的理论创新,深刻揭示了习近平新时代中国特色社会主义思想的理论品格和鲜明特质,是继续推进理论创新必须始终坚持的基本点。在这篇重要讲话中,习近平总书记进一步强调:“只有深刻领会‘两个结合’、‘六个必须坚持’,才能深刻理解党的二十大精神,在面对各种矛盾问题和重大风险挑战时始终做到方向明确、头脑清醒、应对有方、行动有力。”

  二是全面把握新时代10年伟大变革的深刻内涵和重大意义。新时代10年的伟大变革,在党史、新中国史、改革开放史、社会主义发展史、中华民族发展史上具有里程碑意义。党的二十大报告从创立了习近平新时代中国特色社会主义思想、全面加强党的领导等16个方面系统总结了新时代10年的伟大变革。实践充分证明,“我们走的道路是正确的,我们创立的思想和作出的决策是科学的,我们的工作是有成效的”。在这篇重要讲话中,习近平总书记从两个方面就全面把握新时代10年伟大变革的深刻内涵和重大意义提出明确要求:一是深刻感悟这些伟大变革对党、对中国人民、对社会主义现代化建设、对科学社会主义在21世纪中国的发展的深远影响,深刻领会在新时代新征程上必须坚持新时代党的创新理论和战略布局、战略举措不动摇,坚定战略自信;二是深化对中国共产党领导和我国社会主义制度优势的认识,充分认识中国特色社会主义的蓬勃生机和光明前景,坚持道不变、志不改,继续把中国特色社会主义事业推向前进。

  三是全面把握中国式现代化的中国特色、本质要求和必须牢牢把握的重大原则。党的二十大报告对中国式现代化作出深刻阐释,包括中国特色、本质要求和必须牢牢把握的重大原则。这是我们党深刻总结我国和世界其他国家现代化建设的历史经验,对我国这样一个东方大国如何加快实现现代化在认识上不断深入、战略上不断完善、实践上不断丰富而形成的思想理论结晶。在这篇重要讲话中,习近平总书记鲜明强调,“对中国式现代化的理论阐述,要全面学习掌握,不能只及一点不及其余”。一是要深刻理解中国式现代化理论和全面建设社会主义现代化国家战略布局的关系,认识到前者是后者的理论支撑,从而深刻理解全面建设社会主义现代化国家战略布局的科学性和必然性;二是要深刻理解中国式现代化理论是基于中国国情、中国现实的重大理论创新,体现了我国现代化发展方向,是对全球现代化理论的重大创新。“只有这样,我们才能全面把握中国式现代化的理论体系和实践要求,也才能更加坚决地防范照搬照抄西方现代化模式的思维方式”。

  四是全面把握党的二十大作出的各项战略部署。党的二十大报告在党的十九大报告作出的分两步走全面建成社会主义现代化强国战略安排的基础上,进一步对2035年和本世纪中叶的发展目标作出宏观展望,从12个方面对各领域各方面工作作出部署。在这篇重要讲话中,习近平总书记鲜明强调,“这是根据‘五位一体’总体布局、‘四个全面’战略布局确定的,是一个有机整体,必须全面学习领会和全面贯彻落实”。如何全面学习领会和全面贯彻落实?总书记明确要求:“必须紧密联系我国发展面临的新的战略机遇、新的战略任务、新的战略阶段、新的战略要求、新的战略环境,深刻认识实现全面建设社会主义现代化国家各项目标任务的艰巨性和复杂性,增强贯彻落实的自觉性和坚定性。”

  在全面落实上下功夫

  “贯彻落实党的二十大精神要有计划、有部署,在把握总目标、总方向、总要求的前提下,对各项目标和任务进行细化,有针对性地拿出落实的具体方案,制定明确的时间表、施工图,扎扎实实向前推进。”

  空谈误国、实干兴邦,一分部署、九分落实。不注重抓落实,不认真抓好落实,再好的规划和部署都会沦为空中楼阁。在这篇重要讲话中,习近平总书记明确要求,学习贯彻党的二十大精神,要在全面落实上下功夫,强调 “政治局的同志要带头真抓实干,就分管的领域或主政的地方学习贯彻党的二十大精神工作作出部署,抓紧行动起来”。

  “制定贯彻落实方案”。党的二十大所作出的决策部署涵盖改革发展稳定、内政外交国防、治党治国治军各方面,党中央已对贯彻落实作出统一部署。习近平总书记强调,全国人大、国务院、全国政协、中央军委等各有关方面和有关部门要制定贯彻落实方案,提出明确要求,既要抓进度,更要重质量。

  “分清轻重缓急”。党的二十大确定的目标任务有近期的,有中期的,也有长期的,要分清轻重缓急,既要全面推进,又要突出重点;既要狠抓当前,又要着眼长远,多办打基础、利长远的事,防止搞形式主义、官僚主义。习近平总书记提出三方面具体要求:一是保持工作连续性,过去已经定下来的规划、计划、工作安排,要进行认真研究,符合党的二十大精神的就继续执行,缺项的要抓紧研究制定;二是各地区各部门要结合自身实际,把党中央提出的战略部署转化为本地区本部门的工作任务;三是要牢固树立全国一盘棋思想,谋划和推动本地区本部门工作要以贯彻党中央决策部署为前提,创造性开展工作,做到既为一域增光、又为全局添彩。

  做到“两个维护”。维护党中央集中统一领导,是一个成熟的马克思主义执政党的重大建党原则。治理我们这样的大党大国,如果没有党中央权威和集中统一领导,如果没有全党全国思想统一、步调一致,什么事也办不成。习近平总书记强调,中央政治局的同志尤其要带头维护党中央权威和集中统一领导,带头贯彻党中央决策部署,带头顾全大局,在履行自身职责、抓好分管工作的同时,注意兼顾上下左右,加强协同配合。

  “发扬斗争精神”。敢于斗争、敢于胜利,是党和人民不可战胜的强大精神力量。在起草党的二十大报告之初,习近平总书记就强调,“报告要充分体现敢于斗争、敢于胜利的精神,引导全党增强斗争本领,激励全社会坚定信心,着力夯实防风险、迎挑战、抗打压的实力”。在这篇重要讲话中,总书记进一步强调:“要发扬斗争精神,勇于面对各种风险挑战,勇于克服各种困难,坚定不移把党中央决策部署落到实处。”

  在这篇重要讲话中,习近平总书记还就贯彻落实《中共中央关于认真学习宣传贯彻党的二十大精神的决定》提出针对性要求:有关部门要细化工作方案,推动党的二十大精神进机关、进企事业单位、进城乡社区、进校园、进军营、进各类新经济组织和新社会组织、进网站;各级党校(行政学院)把学习贯彻党的二十大精神作为干部培训的主要内容;各地区各部门抓紧组织干部集中轮训;各级领导干部亲力亲为,既要做实干家,又要做宣传家,带头宣讲;宣传思想工作部门精心组织、统筹安排,抓好宣传思想教育工作,加强对外宣介工作,引导国际社会全面了解党和国家的大政方针和发展战略。

  当代中国,江山壮丽,人民豪迈,前程远大。在以习近平同志为核心的党中央坚强领导下,在习近平新时代中国特色社会主义思想科学指引下,全党全国各族人民全面学习、全面把握、全面落实党的二十大精神,团结一心、艰苦奋斗,一定能谱写新时代中国特色社会主义更加绚丽的华章!

No longer do "big-name replacement", how to counterattack domestic beauty?

Domestic beauty brands are trying to tear off the label of "big brand replacement" and upgrade their brands through the use of various brand marketing strategies.

Let’s talk about domestic beauty first:

Do you have any national cosmetics brands in use?

Have you ever been attracted by the packaging and design of national cosmetics products?

With the same efficacy as overseas products but lower price, would you choose the national cosmetics brand?

In the first half of 2019, the "Beauty User Insight Report" published in today’s headlines mentioned that the domestic beauty market is expected to reach 490.6 billion yuan in 2019. In recent years, domestic beauty has kept increasing in the 100 billion market.

According to the data of "Domestic Beauty Report" released by Tencent, in the field of skin care products and cosmetics from 2013 to 2017, the market share of foreign brands has been negative for four consecutive years, while the market share of domestic brands has exceeded 56%, surpassing foreign brands. It can be calculated that the current market share of domestic beauty cosmetics is close to 300 billion.

In this year’s double 11, the beauty and personal care field has become the fastest growing category with 115.3%. On the list of beauty brands in double 11, there are 4 domestic brands, including traditional brands Nature Hall and Baique Ling, as well as cutting-edge brands Perfect Diary and Winona, all of which indicate that domestic beauty brands are making a counter-attack with a soaring momentum.

After years of precipitation, the national cosmetics brand has formed a clear camp. Baique Ling, Nature Hall, Polaiya, herborist, etc.Volkswagen traditional brand; Perfect Diary, HFP, Winona, Tangduo, etc.Xinrui brand; There are JUNPING of Fang Junping, Aimo of Zhang Mofan, CROXX of Dong Zichu, etc.Online celebrity created its own brand..

Except Baique Ling, an 88-year-old brand, other traditional national makeup brands were basically established around 2000. The parent companies of each brand basically implemented group multi-brand operation. At the beginning, they mainly focused on skin care product lines, and developed products with natural ingredients such as plants, herbs, glacier water and deep sea. In recent years, with the upsurge of makeup consumption, traditional national makeup has also begun to launch a series of makeup and makeup products.

From the production mode, the traditional national cosmetics enterprises belong to the head players, and at present they basically adopt OBM mode (original brand manufacturer).Self-built factories, integrating research, development, production and sales services, are all independently completed by brand enterprises.

Of course, there are also many national cosmetics brands that use OEM and ODM production models to save costs and be more efficient.

OEM (original equipment manufacturer) is commonly known as "OEM" and "OEM". The brand only participates in product design and research and development, and the OEM directly produces according to the brand requirements, and the products are sold with brand trademarks.

ODM (original design manufacturer) brand entrusts the manufacturer to provide all services from research and development, design to production and post-maintenance, and the brand is only responsible for the production mode of sales.

Under the OEM and ODM models, a number of domestic beauty OEM giants were born, such as Northbell with a market value of 1 billion, and Bawei shares with thousands of OEM cosmetics brands.

From OEM/ODM, which used to mainly serve overseas beauty cosmetics, to the development of OBM mode now, the domestic production mode is more mature, which has created a good product research and development foundation for the rise of national cosmetics brands.

According to the statistics of China Industrial Information Network, in 2018, several major companies, such as Paiqueling, Galand, Shangmei and shanghai jahwa, basically all occupied 2%-2.5% of the domestic beauty market.

Compared with Shiseido’s 13.1% in the Japanese market and Amore’s 18.8% in the Korean market (interestingly, LG, which is familiar with electrical appliances, ranks first in Korea, and LG Home Care’s share in Korea is as high as 20%), only Baique Ling and Galand Group have annual revenues of over 10 billion. At present, there are no monopoly large enterprises in domestic beauty cosmetics, and there are still great growth opportunities for national cosmetics brands.

Data statistics come from China Chain Store & Franchise Association.

Most of the cutting-edge brands were born in the cusp period of content e-commerce.

Brand enterprises such as Perfect Diary, Flower Xizi and Orange Blossom were established only after 2016. HFP was established in 2014, and its parent company Guangzhou Eggshell Network built a HomeFacial platform for beauticians in the first year of its establishment, focusing on O2O services in the field of on-site beauty. The product HF stopped only one year after it was launched. Since 2015, HFP has become a skin care brand that has been put into operation throughout the eggshell network.

The starting product line of cutting-edge national cosmetics is not the same as traditional beauty cosmetics, and most brands mainly use makeup as an introduction at the beginning.Perfect Diary, Flower Xizi, Orange Blossom and Mary Daijia basically focus on make-up products, while HFP and Touzhen focus on skin care products that emphasize ingredients.

Founder background, capital reserve, product advantages and marketing environment have become important factors for the rapid rise of cutting-edge national cosmetics.

Lu Bo, the founder of HFP, was born in the market research department of Procter & Gamble Department, which is known as the "Whampoa Military Academy" in the marketing field. Huang Jinfeng, the founder of Perfect Diary, once worked as COO of Royal Mud Workshop-they all realized the gorgeous turn from corporate marketer to entrepreneur.

The legend is that Cui Xiaohong, the founder of Mary Daijia, turned to start a business after 11 years as a blue-collar worker. Starting from a mascara, it has completed the beauty empire of the current 1 billion market, and no financing information has been disclosed at present. Since 2010, large-scale brand art exhibitions have been held continuously every year. In 2017, she entered Sephora, the world’s top cosmetics retail chain under LVMH. Cui Xiaohong’s forward-looking strategic vision led Mary Daijia to sing all the way.

Mary Daijia 2019 "Theatre Tour 2: Boundless Banquet" Art Exhibition

In 2016, Cui Xiaohong hoped to pay more attention to product innovation. Mary Daijia appointed Chen Haijun as CEO. Chen Haijun was the former general manager of L ‘Oré al China, who helped Maybelline’s shipment in China market reach nearly 1.8 billion in 2010 from about 300 million. The founder of forward-looking vision partners with experienced managers, and the new brand Mary Daijia is moving towards the goal of an international makeup brand.

In terms of capital reserves, such as Perfect Diary, Winona, HFP, Orange Blossom, etc., basically completed the A-B round of financing, but HFP, Winona and Mao Geping did not conduct new financing after 2015 and 2016. After completing the latest round of financing in September 2019, Perfect Diary was valued at $1 billion.

Capitalization operation and sales cash flow help the rapid rise of new beauty brands.

The data comes from public information collation.

On November 8th, Tmall Beauty founded the "2019 Domestic Beauty Festival" and "This is the Founder" program, and 11 founders of domestic beauty won various founder awards.

Interestingly, in this program, the spokespersons speak for their own brands, and through the form of PK in and out of the station, consumers vote for their favorite spokespersons. Among them, there are Fang JUNPING, the founder of Junping, Zhenjie, the founder of Touzhen, and Xiao Hongge, the founder of Han Xizhen.

The power of "fan economy" has become a great thrust for the rise of online celebrity’s own brand.

This is a powerful testimony to Fang Junping, Zhang Mofan, Dong Zichu and other "founders of online celebrity".

Fang Jun Pinghe and Zhang Mofan both belong to the "Weibo Department" national makeup brand early adopters. Both of them accumulated a certain amount of original fans by creating professional content in their fields in the early days. Later, both of them became an instant hit through explosive videos, and the number of fans made a geometric breakthrough, turning Weibo into a grass belt owner position, thus realizing a closed loop of "flow-brand-realization".

Zhang Mofan’s store sales reached a peak of 120 million in 2016 after the release of the video "Have you been lovelorn?".

In addition to creating his own brand, Fang JUNPING is also laying out Junping’s ecology. He founded Xiaofu Technology, which focuses on "AI Skin Measurement+Big Data". Intelligent skin measurement provides consumers with multi-dimensional reports and cooperates with brands and Tmall’s new retail. Through skin measurement, online and offline member information and accumulated data in smart stores are opened to form an effective database. It is reported that Xiaofu Technology has reached in-depth cooperation with Galand Group, Yueshi Fengyin, Mary Kay, Polaiya, Winona and other brands and beauty institutions.

In 1996, Dong Zichu, a boy, was the founder of National Makeup of bilibili Department. With its unique video style of "poison tongue" and "enchanting", it has attracted countless powders, becoming the "top beauty man in bilibili" with 1.56 million fans. bilibili, who has a high activity, is known as "one powder tops ten powders". One year after its launch, its cosmetics brand CROXX has achieved annual sales of over 100 million yuan.

A list of videos released by Dong Zichu in bilibili

Online celebrity’s own brand has strong carrying capacity and rapid development, but it will also face the problem of growth bottleneck. In the early stage, fans were relied on to realize the realization of traffic. Later, how to make fans’ personal recognition of online celebrity turn to brand recognition, and at the same time, realize the circle and form a lasting influence in the market. There is still much room for exploration and improvement in product building and brand building.

After the above-mentioned understanding and discussion of the domestic beauty camp, let’s analyze how the national makeup brand rose and achieved counterattack.

There are basically common reasons for the counterattack of national cosmetics brands:Take the products with high value and low price as the guide, guide the brand, and then gradually cultivate the brand awareness of consumers.

1) Make-up first

Makeup is a relatively low entry barrier in the beauty industry, followed by makeup and skin care products. At present, the hot brands of national cosmetics, such as Perfect Diary, Hua Xizi, Mary Daijia, Mao Geping, etc., all take make-up as a category to open the market.

At the same time, make-up can bring the most intuitive change to "face value" and has more advantages in consumption choice.

2) High value design and packaging

The national makeup brands with great popularity basically have their own unique explosions, such as Hua Xizi’s "National Style Micro-carved Lipstick", the perfect diary’s "Animal Eye Shadow Disc", and Dong Zichu’s CROXX, which are highly exquisite in packaging and design, and the exclusive customized leather express box. The inspiration elements such as "National Style", "Medieval" and "Tarot Card" are wildly used in different product designs, showing great personality.

These national makeup products are very beautiful in design and highly recognizable. They grow grass with "high value" and even become the "memory symbol" of the brand. When the name of the explosive product is mentioned, consumers naturally think of the brand.

Huaxizi’s "Carved Lipstick" &CROXX Silver Etched Orphan Powder

3) People-friendly price

The overall price of national cosmetics brands is lower for overseas brands. The word "flat replacement" is often mentioned in the live broadcast of beauty cosmetics, which means that the ingredients and effects are basically the same as those of big-name products, but the price is much cheaper than that of big-name products. In KOL grass planting, national cosmetics brands often promote some main models as so-and-so big brands, which is more attractive to consumers.

Generation Z is defined as the "post-95" population, which is clearly pointed out in the White Paper on Generation Z Consumption Power released according to QQ advertisements.The three major consumption motivations of Generation Z are: socializing, setting people up, and pleasing yourself.

They believe that consumption can find the expression of identity and maintain social relations; By exploring and trying different styles of products, we can find a way of life that suits us and establish our own personal design. Consuming your favorite items can bring you direct happiness.

KANTAR&QQ Advertising "White Paper on Consumption Power of Generation Z"

According to the survey in the 2019 Insight Report of Domestic Beauty released by Tencent, when young consumers choose beauty products, the country of brand ownership is not an important consideration, but more depends on product function, word-of-mouth evaluation, price and effect. At the same time, 42% of consumers are biased towards domestic brands, and nearly 90% of consumers said they would buy domestic beauty products again in the future.

Tencent Advertising &KANTAR "Insight Report on Domestic Beauty 2019"

Generation Z’s new consumption concept has given Chinese cosmetics brands more opportunities to break the rules. High face value, interesting personality, and "easy to use but not expensive" highly satisfy the happiness of Z generation in talking to the society, personalized design and pleasing their own consumption.

Compared with some international brands, they rely on outsourcing operations and have a long decision-making chain, and they are slow to respond to the traffic platform. The marketing response of cutting-edge national cosmetics brands is more flexible, and they basically take the lead in different traffic bonus periods.

The iteration of national cosmetics brands is closely related to the changes of domestic traffic platforms.

Wu Zhigang, general manager of OBI.CHINA, mentioned in a lecture that "every traffic change brings an iteration of brand creation, and the emerging content traffic is the decisive force to achieve new brands".

WIS’s traffic bonus comes from Weibo, HFP’s core traffic comes from WeChat WeChat official account, Perfect Diary comes from Xiaohongshu, Dong Zichu comes from bilibili, and Hua Xizi comes from Taobao Live. These cutting-edge national makeup brands have gained dividends in different traffic tracks.

Did these brands achieve rapid growth just by pressing the right traffic channel?

Further exploration shows that they have actually made strategic choices.

When cosmetic products are spread, users tend to see more intuitive use contrast effects. Little Red Book with pictures and videos as the cover is a better platform for planting grass for Perfect Diary. Perfect Diary adopts pyramid-like delivery strategy on Little Red Book, which is driven by a small amount of KOL in the head, mainly spreading through the waist and primary KOL.

For skin care products, consumers are more concerned about the efficacy and use effect of ingredients, and WeChat official account articles that can carry more words and pictures are a better communication form of HFP. The KOL type selected by HFP covers many fields, such as mind, information, fashion, and planting grass, and stimulates purchase by communicating with users from different dimensions. At the same time, the launch is not limited to single products or explosive products, and the product structure is mainly a combination of "regular products+seasonal products+new products".

And this year’s hot flower Xizi chose to bind Li Jiaqi. It is reported that in the first three months, Li Jiaqi was given a rebate of up to 100%, and the bonus of top-level live broadcast traffic was obtained through deeper cooperation. Subsequently, Hua Xizi officially declared Li Jiaqi as the chief recommendation officer of the brand, and Li Jiaqi appeared in the brand-new carved lipstick propaganda film jointly launched by Bazaar magazine.

The above cases are basically the choice strategy of the national cosmetics brand in the initial stage of traffic channels. According to the product characteristics, we choose key channels for deep cultivation, strategic delivery and point blasting.

Nowadays, the traffic is more dispersed, and Chinese cosmetics brands have begun to make various attempts in different channels. Perfect diaries and HFP can be seen everywhere in Tik Tok, Zhihu and bilibili, which are being discussed in the industry recently. The Tik Tok Fashion Grandma Group, which had been very popular before, recently helped Perfect Diary achieve 1 million deliveries in one hour.

These can be seen in the extensive layout of national cosmetics brands that have already begun to be launched, in order to maximize the flow dividend.

According to the survey data released by Kantar2019, a world-renowned research and consulting company, China is one of the countries keen on using stars in advertisements, ranking second only to Japan and South Korea, and the proportion of using star advertisements is still rising.

I sorted out the spokespersons signed by the national cosmetics brands in the past two years. Many brands have more than one spokesperson, including brand spokespersons, category spokespersons and even single product spokespersons.

The way of multi-spokespersons shows that the brand is eager to realize multi-dimensional circle business value through more spokespersons and drive transformation.

Source official blog information of various brands

The power of new stars to bring goods should not be underestimated.

In the "Fashion Trend Report for Autumn and Winter of 2019" released by Taobao, YiBo became the Top1 of the list of male stars born after 1995, and together with Sean Xiao, she was formed into "Bo Jun Yi Xiao" cp. In 2019, they won four brand endorsements and numerous brand promotion respectively. This year, in double 11, HFP launched a limited stock solution gift box with the same model in YiBo, with the surrounding picture books and postcards from YiBo, and sold 30,000 sets only 14 minutes after the pre-sale opened on October 21st.

Working with stars to develop customized gift boxes and giving gifts around stars to stimulate fans’ consumption impulses has also become the marketing gameplay of many brands at present.

Let’s look at the case of the perfect diary, which can be called the classic of rice circle marketing.

In August, 2018, Perfect Diary announced the signing of THEO, the first spokesperson, and then launched the promotion activity of "call THEO to unlock the progress bar". Within 2 weeks, every time you place an order for a small black pipe, you can unlock different tasks to help the idol make a multi-angle appearance. Finally, 300,000 lipsticks bought by fans put THEO’s advertisement on the big screen of Shanghai Bund Aurora.

The success of the above brands can also give us some inspiration: celebrity endorsement is not only a TVC, a signed poster, but also a simple audience identity for fans.

Brand can fully tap fans’ emotional concerns about idols, create more opportunities and sense of honor for fans to call idols, make fans become participants and helpers in brand marketing, stimulate fans to realize cash, and realize new growth of brand business.

In March of this year, the data of "Cross-border Collection x BrandUnion Beauty Industry Brand Joint Cross-border Research" (hereinafter referred to as "Cross-border Collection") released by CBN Business Data Center and Tmall showed that the cross-border marketing consumption ranking of the beauty industry was second only to the clothing and luggage industry, and the number of cross-border brands increased year by year, and the number and amount of consumers accelerated.

"Cross-border Collection" shows that more than 70% of consumers of beauty cross-border cooperation are brand new customers, and they have become the main consumers of joint cross-border after 90 s and 95 s.

As mentioned above, the three major consumption motives of Generation Z are socialization, personal design, self-satisfaction,Cross-border can create new products or consumption scenes, accurately reach young people to drive consumption, and cross-border has become a weapon for brand innovation.

Combined with the statistics of Cross-border Collection, it is concluded that brand cooperation, IP joint name and art design are the main cross-border types of beauty industry at present.

Combined with the marketing of national cosmetics brands and the viewpoint of Cross-border Collection, I have compiled the following three cross-border cases of national cosmetics brands and shared them together:

It is interesting to find that the Cross-border Collection also mentions the above three types of cross-border: "The joint cross-border cooperation between brands and brands is deeply loved by consumers after 90′ s; The joint cross-border way of brand × art design is outstanding among consumers in post-1995, third-and fourth-tier cities; Brand ×IP is more eye-catching in male consumer groups. "

This also gives some inspiration to the brand’s cross-border efforts: we can try to cross the border from IP and art design to cover the Z generation and the sinking market consumer groups with great consumption potential.

At the same time, the male beauty market can not be ignored. Male national makeup brands can try to cross the border with IP or brands dominated by male fans to further deepen the brand’s influence among male consumers.

The second part of the article mentions that most national makeup brands enter the market first with make-up, and "make-up-makeup-skin care" is basically the road to product layout development in the process of becoming a head brand.

According to the data of research institute NPD, the proportion of skin care demand in the US market is on the rise in 2019, while the proportion of makeup demand is declining. In the first quarter, American cosmetics sales fell by 4% year-on-year, while skin care products increased by 4%, and the giant Estee Lauder was also affected.

There is also Kylie Cosmetics, a make-up brand founded by Kylie Jenner of Kardashian family in Jin Xiaomei. After several years of success, it helped Jin Xiaomei make the Forbes list with a price of $900 million. This year, its sales dropped by 14%, and it is facing a retail crisis.

From the overseas market situation, it can be predicted that next year, more national makeup brands that started with cosmetics will be involved in the field of base makeup and skin care with a larger market share, and expand their product lines to resist the risk of declining demand for cosmetics. For example, the perfect diary has also begun to get involved in skin care, and launched skin care products such as essence and mask; Mao Geping’s skin care series, which is famous for its make-up, has also been selling well on the Internet.

On the whole, the price of national cosmetics products is basically more close to the people than overseas best-selling beauty products. When the brand has a certain number of loyal fans, it needs to innovate and expand high-end users with stronger spending power. At this time, the brand needs to create a series of high-end products to meet the needs of high-end consumers and enhance the brand image, thus enhancing the brand’s market share.

As early as 2017, Mary Daijia established ——COLOR STUDIO, a high-end product line sold only in Sephora, and began to expand the global market with high-end products; Mao Geping’s "Oriental Spirit" and "Luxury Caviar" series also belong to its high-end product line.

It can be predicted that more national cosmetics brands will set up high-end product lines next year, gradually get rid of the label of "big brand replacement" and seize their own place in the high-end market. The competition with overseas beauty cosmetics will also be more intense.

According to CBNData’s "Report on Makeup Consumption Trends in Third-tier and Below Cities", "In cheap make-up, domestic make-up shines brilliantly. From April 2018 to March 2019, the consumer penetration rate was nearly 90%, and the sales share exceeded 60%, making it the mainstream of cheap make-up."

Source CBNData Joint Cost-effective Short Selling "Cosmetic Consumption Trend Report of Third-tier and Below Cities"

The dividends in the first-and second-tier markets are gradually saturated, and the brand competition is fierce. The sinking market has become a new position full of potential for fair-price national cosmetics.

With the popularity of Internet information, Tik Tok and Aauto Quicker have become the daily entertainment methods of consumers in the sinking market. KOL grass planting, beauty promotion, beauty tutorial, love gift giving and other contents on the platform have continuously cultivated consumers’ awareness of makeup consumption and stimulated their consumption impulse.

"Report" shows: "During Tanabata this year, among the consumers who bought domestic makeup gift boxes in a cost-effective way, men in the sinking market contributed 90% of the sales."

It can be seen that gift-giving has also become the consumption development trend of national cosmetics brands in the sinking market.

According to the data of the National Bureau of Statistics and Guotai Junan Securities Research Report, more than 70% of the people in the country are in the sinking market. In other words, there are about 390 million residents in first-and second-tier cities, and there are as many as 1 billion residents in cities below the third line and rural townships.

The beauty consumers among 1 billion people are a huge market with great potential for national cosmetics brands. Next, the sinking market will bring explosive new growth of national cosmetics brands.

After several generations of traffic platform changes in the beauty industry, the traffic dividend is scattered and gradually weakened, and the cost of acquiring users becomes higher. Now it is difficult to give birth to a phenomenal new brand on a certain platform.

This also drives the national cosmetics brand to enter a more professional and refined operation stage, deeply study and observe the operation rules and trends of different platforms, gain insight into users’ consumption psychology and demand, strengthen products, content and communication, and drive the brand to grow.

Every year in the "Tmall Selection Festival" in double 11 and 618, the highlights of the products are displayed by the second generation of Tmall, and the products are selected by an internal committee composed of bargain hunters and bargain hunters. According to the factors such as product value, design innovation and market selling point, the products shortlisted for the explosion list are selected. This year, a fashion judging panel composed of fashion KOL from various platforms in Tik Tok and Weibo was specially set up, and the selection criteria were more stringent. The basic products selected through competition are high-quality products that have insight into consumer needs and are deeply customized under big data.

In addition to Tmall, another huge pool of traffic, Tik Tok, also drives the creation of brand quality content. Gina, the planning director of Giant Engine South China Marketing Center, said at the salon under the DC planning line of Giant Engine: "Tik Tok platform’s native TopView and screen opening have the best content priority, creating an exclusive content environment for the brand. Good content and good stories, through various transformations of the platform, realize the transformation and landing, and directly use the story to realize the delivery. "

If you want to continue to reap dividends on the traffic platform, then the national cosmetics brand will continue to improve in supply chain, consumer insight, product innovation and content creativity.

After the analysis and summary of the counter-attack of domestic beauty products, it is found that the field of beauty products has already sprung up, and it will enter the stage of fierce competition in the Red Sea next year.

Looking at the current consumption environment, the "real estate economy" is going down, and the growth rate of household appliances and automobiles with strong correlation continues to decline, while the beauty industry is still making great strides. The shelving of the big consumption plan gives consumers a "small budget" and a strong desire for low-priced goods. This phenomenon is what we often call "lipstick economy"; It also shows that under the current market environment, the field of fast consumption is still on the rising track, and it is easier to stimulate transactions.

Finally, I have a bright prospect for the national cosmetics brand.

It’s too early to evaluate who can really win the competition, so we’ll wait and see. I hope that domestic beauty products can rise in an all-round way and emerge as world-class brands.

Author: Ke Ke, WeChat official account: A Ke Ke (ID: AKE-0317)

This article was originally published by @ Keke. Everyone is a product manager. Reprinting is prohibited without permission.

The picture comes from the perfect diary official website.