NPC deputies talk about a happy new life after ex situ poverty alleviation and relocation.

  Colorful Guizhou Net News (report in front of the two sessions/Cheng Xi, Xiong Ying, Wu Di, Jinnitu/Yang Changding) On March 6, at the plenary meeting of the Guizhou delegation at the first session of the 13th National People’s Congress, Luo Yinghe, deputy to the National People’s Congress and secretary of the Party branch of Xinmin Community in Mengjiang Street, Huishui County, showed two contrasting photos, one was Luo Yinghe’s former home, a dilapidated wooden tile house in the mountains; The other is his new home in Huishui County. Brand-new five-story buildings are arranged on the spacious concrete roadside, and the word "Happy Building" on the white exterior wall is particularly eye-catching.

  Behind the two photos, Luo Yinghe and the villagers crossed the increasingly prosperous days. As a member of the 1.6 million relocated immigrants in Guizhou, Luo Yinghe said that after the relocation of poverty alleviation in different places, three obvious changes have taken place in the villagers around him.

  At the plenary session of the Guizhou delegation at the First Session of the 13th National People’s Congress, Luo Yinghe talked about three changes that have taken place around him since the relocation of poverty alleviation in different places.

  The family changed from "poverty" to "wealth" and moved into a new house one step at a time.

  Before the relocation, the village where Luo Ying lived was located in the "Three Mountains" areas of Mashan, Yaoshan and Yueliang Mountain, which were the poorest in Guizhou Province, and belonged to the "three impassability" zone with no water, no access and no communication.

  "At the beginning, like many people, I rushed to a township to buy some oil and salt. I had to get up early and get greedy, and I walked over the mountains for more than ten miles and dozens of miles." Referring to his past life, Luo Yinghe frowned and said, "Who doesn’t say that his hometown is good, but because one side of the soil and water can’t support one side, and the plight of the mountains is deep, many people have a very difficult life, and their housing is very simple and their livelihood is difficult to guarantee."

  On December 2, 2015, a new round of ex situ poverty alleviation in Guizhou Province was launched in Huishui. In March 2016, as the first batch of relocated people in Huishui County, Luo Ying and 4,685 villagers from 1,109 households from 58 villages moved to an economic development zone 10 kilometers away from Huishui County and moved into a new home with complete furniture.

  After the relocation, Luo Ying and the villagers started a new life of "living in a new house one step at a time and living a good life quickly", realizing the change from "poverty" to "wealth".

  Luo Yinghe’s new home in Huishui County, a brand-new five-story building is arranged in a spacious concrete roadside, and the word "Happy Building" on the white exterior wall is particularly eye-catching.

  Money changes from "nothing" to "something" to live a good life quickly.

  Relocation is only a means, and poverty alleviation is the purpose. In order to make the people who have moved out stable and become rich, the Party branch of Xinmin Community in Mengjiang Street of Huishui County has set up a community "New Age Workshop", and combined with "migrant night school training class" and "life lecture hall" to strengthen the ideological education and skills training of immigrants.

  In the past two years, we have held 108 sessions of basic education, electrician training, chef training, primary computer training, beauty salons, domestic service, pre-job training and other activities with 5682 person-times. Community neighborhood committees registered and established the "Follow-up Labor Service Company for Immigrants", successfully recommended more than 3,000 people to work in the county, and helped 78 special families to be included in the post of "sanitation worker".

  At present, 2,881 relocated households are working in the nearby enterprises in the development zone, and each person’s monthly salary income reaches 2000— About 3000 yuan, the average annual income of households is about 50 thousand yuan.

  "According to the household annual income survey in January 2018, the annual income of more than three people in many families is more than 90,000 yuan. One-person employment households also have more than 27,000 yuan, and some families in the community have more than 120 cars. " Over the past year or so, Luo Ying and nearly 5,000 villagers in 10 townships in the county have personally experienced great changes in poverty alleviation and relocation, and money has changed from "nothing" to "having".

  People have changed from "lazy" to "diligent", and their lives have been looking forward.

  "While the poor people’s lives are getting better, people are also made up of ‘ Lazy ’ Change ‘ Qin ’ Yes! " Around Luo Yinghe, there is a living example.

  Before the relocation, 38-year-old Wang Huaping, his 35-year-old brother and his 70-year-old parents lived in a mountain nest 12 kilometers away from the highway. The family was very poor and lived on subsistence allowances. They lived a cycle of looking forward to the night during the day and the boring life during the day at night. Because of poverty, the two brothers still can’t find a partner in their thirties.

  "After the branch visited the house and knew the above situation, he persuaded Wang Huaping to enter the training class. After education and training, his thoughts gained insight. He lost the inertia of wanting to be a poor household in the past and reached out and learned electrician skills. He was recommended to work in a nearby enterprise. Now his deposit has reached more than 30,000 yuan." Before the Spring Festival, Luo Yinghe asked about Wang Huaping’s plans. Wang Huaping, who lives in a new house, smiled and told Luo Yinghe that he wanted to work hard and earn some money to buy a car and marry a wife.

  "It used to be a hard time, but now life has a head start." Nowadays, in the relocation and resettlement area for poverty alleviation in Mingtian, Huishui County, the poor people’s awareness of taking the initiative to get rid of poverty is getting higher and higher, and their enthusiasm and initiative to get rich through hard work are getting stronger and stronger, realizing the change from "lazy" to "diligent".

Under the epidemic situation, the beauty industry entered the Warring States Period: Where is the outlet for brands with frequent price-breaking live broadcasts?

Every reporter: Zhang Xiaoyin Every editor: Wen Duo

The domestic cosmetics retail industry is gradually recovering.

According to the data of the National Bureau of Statistics, from January to July this year, the total retail sales of consumer goods nationwide decreased by 9.9% year-on-year, but the retail value of cosmetics products gradually recovered, with a cumulative year-on-year increase of 1%. In the previous quarter, the retail value of domestic cosmetics products once fell by more than 13%.

From the sharp decline to the gradual recovery, many beauty brands are trying to adapt to the special consumption environment: the head international brands have increased their promotion on the e-commerce platform, and the live broadcast room has become a "heavy place" for the marketing of major brands.

However, for the new Xiaomei makeup brand, the low-price strategy is obviously unsustainable. From the current fiery live broadcast industry, there are "sales myths" and "tragic rollover". Behind the rapid increase in sales, there are also hidden concerns about high return rate. How can beauty brands play the live broadcast card well?

Under the epidemic situation, one of the measures taken by many beauty brands to boost sales is to exchange price for quantity. Even for international brands with stable pricing, "promotion" has become something that has to be done now.

Jian Weiqing, president of Taomei Beauty Business Association, described this year’s beauty industry as "the Warring States Period". "The market competition is too fierce. We made an analysis during the’ 618′ period and found that the promotion efforts of mainstream brands this year can be said to be’ unprecedented’, especially the cross-border big brands. The shipment prices have plummeted this year, and many brands have dropped by 20% to 30% compared with previous years."

Zhongtai Securities related research report pointed out that during the "618" period this year, platform and brand discounts increased. On the platform side, the discount and duration of Tmall’s "6.1 Activity" were expanded and extended respectively. In terms of brands, the pre-sale prices of major items of international brands with stable pricing in "618" are close to last year’s "Double Eleven". According to the data of the research report, from the data of the "6.1 Activity", the sales of Tmall beauty products broke through 100 million yuan in one minute and 500 million yuan in 22 minutes that night. One hour after the opening, the sales of L ‘Oreal, Estee Lauder, Lancome and OLAY exceeded 100 million yuan. Two hours later, the sales of 61 beauty brands such as Estee Lauder, SKII and HR exceeded the whole day of last year.

Under the epidemic situation, the online transaction volume of international brands has increased significantly. In this regard, Tu Xian, the head of Taobao’s global purchase brand and supply chain, has the same feeling: "Under the epidemic, the growth rate of global purchase is very fast, reaching 30% to 40%, of which the fastest growth rate is the bonded mode, while the direct mail mode shows a downward trend. Because of the restrictions on leaving the country this year, our buyers can no longer run overseas, so our overseas direct mail business has dropped by about 13% compared with last year."

The figure further indicates: "From the perspective of the entire Haitao market, the growth rate of Haitao people is very fast this year. We predict that the number of people who pay attention to Haitao goods will reach 235 million this year. In the entire Taobao ecosystem, nearly one-third of the 800 million monthly users focus on overseas brands."

The figure also mentioned that affected by the epidemic, Taobao Haitao beauty market has undergone three changes: first, the consumption classification brought by segmentation, local care such as head and eyes have become the habitual demand after the epidemic, and the sales of nose paste, eyelash growth liquid, mask, hair dye cream and eye essence have increased significantly; Second, the beauty users are younger, and the generation after 00 and generation Z are the fastest growing groups of beauty consumption, with a per capita expenditure of 1713 yuan/year, far exceeding the traditional quality population after 80; Third, product ingredients exceed brand awareness and other factors, which has become the first choice for consumers to consider new products. More than 50% Haitao users will pay attention to the main functional ingredients of products when purchasing cosmetics.

With Li Jiaqi and other head anchors creating sales "myths", many company executives also walked into the live broadcast room to bring goods. Under the superimposed epidemic, physical sales suffered setbacks, and "live broadcast" became the key word of online sales of major brands, especially in the online beauty industry, where the original sales relied heavily.

Image source: vision china

In the past six months, many cosmetics brands have tried to seek new sources of growth. However, under the hot live broadcast, the repeated rollover of brand live broadcasts and the frequent price break of big-name cosmetics have also brought thoughts to enterprises: How long can the price war in the live broadcast room last? How do new and small brands get a slice of the pie from big names?

According to Zhang Mofan, the anchor of Red Man and the founder of Meimo Emore brand, many brands entering the live broadcast room hope to get short-term sales promotion through live broadcast, but ignore the high return rate behind the promotion. "In fact, we pay great attention to the long tail effect and commodity return rate in live broadcast. I think these can represent your brand. The ultimate goal of live broadcast should be to let consumers buy because of the brand, not because they are discounted today. However, during the live broadcast, I found that many brands are particularly anxious, and they will ignore consumer cognition and brand tonality, and only remember the transformation and promotion. Therefore, we will see many brands overturned in the live broadcast, because he did not lay the foundation of the brand itself, and immediately promoted it, relying on impulse consumption of consumers to temporarily increase sales, and finally the return rate was very high. "

In fact, although the low-price strategy of live broadcast can break through the sales bottleneck through the "hawking" of the red anchor on the one hand, on the other hand, many brands are beginning to worry that the low-price promotion used in the live broadcast room will have an impact on their own brand image.

Jian Weiqing, president of the Taomei Beauty Business Association, said: "Since this year, due to changes in brand ecology and the international consumer market, there have been many cases of brand price breaks in the industry, which actually has a great impact on small and medium-sized brands and retailers, because small and medium-sized brands are more dependent on the channels of small and medium-sized retailers. However, as small and medium-sized retailers, they don’t have the traffic of big brands, and the traffic of big brands is in the hands of mainstream platforms, super big anchors and absolute head-on operating companies. Therefore, if big brands go down to seize market share, small and medium-sized brands will be under great pressure. "

With the price reduction of big brands, where is the way out for the new Xiaomei makeup brand?

Image source: photo network

Jian Weiqing believes that it is not wise to spell the price for the new Xiaomei makeup brand. "Personally, I think it is necessary to stick to the price strategy, which is the lifeline of a brand. New and small brands must pay attention to it. If some big brands dive in price, it is only a short-term strategy. The price of big brands will dive in a short period of time, the brand will be wiped clean, and new clothes will be replaced. You can still go ashore, but if new and small brands follow suit, the C-end will label the brand as low-priced, so it is difficult to go back." Jian Weiqing said.

According to Huang Yong, the founding partner of Baojiehui Innovation Consumer Fund, if domestic beauty brands want to be unicorns, they need to aim at subdivided tracks. "From the past experience, in the field of beauty care, great companies, such as Durex and Weiting, are easy to appear on the subdivided track. Although the category is not big, if the brand becomes the champion on the subdivided track, the market is very big. From the current beauty care industry, I think the product combination of high-priced instruments and consumables such as beauty instruments and essence is the easiest to go abroad. " Huang Yong said.

In addition, Huang Yong said in an interview with national business daily that although beauty brands were affected in retail during the epidemic, from the perspective of the capital market, the popularity of investing in beauty brands remained unabated. "In the past, we saw domestic beauty brands with perfect diaries, flowers and other heads. In fact, this is just the beginning. From the overall trend, China’s beauty industry has been developing at a high speed, and the research and development and production capacity of domestic beauty brands have been improved, and now we can make good products. We predict that in the future, we will have cutting-edge domestic brands in various segments. At the same time, we believe that in the next ten or even twenty years, China’s Procter & Gamble, Unilever and L ‘Oreal will appear. " Huang Yong said.

Cui Jing, vice chairman of Cosme Beauty Group, expressed his optimism about domestic beauty products. He told national business daily that Cosme Beauty has launched a minimum order quantity of 500 as a beauty OEM. "According to our experience, in fact, local beauty companies in China often do better in localization than international brands. We hope to provide support to local beauty companies in China and reduce their trial and error costs by reducing the minimum order volume." Cui Jing said.

national business daily