分类归档 xiyu

　　【Minsheng investigation bureau】

　　Editor’s note:

　　This is the People’s Livelihood Investigation Bureau, which has never been seen before, investigating the changes in people’s livelihood. Pay attention to what you want to pay attention to and what you don’t, and investigate what you want to see and what you don’t see.

　　Chinanews. com client Beijing, July 17 th:Half a month after the implementation of the purchase tax law, 4S shop visits: How much can you save by buying a car?

　　Author Zhang Xu

　　"There is a vehicle purchase tax concession for buying a car in July!"

　　In July, many consumers received calls from 4S stores. The background was that the Vehicle Purchase Tax Law was officially implemented on July 1. Among them, the most striking thing is to cancel the minimum taxable value and pay the vehicle purchase tax according to the transaction price of naked cars.

　　Now, half a month after the implementation of the policy, what changes have it brought to consumers’ car purchase?

　　Buy 100,000 cars and pay less than 1,700 yuan in vehicle purchase tax.

　　"I bought a car with a price of 100,000 yuan after the discount. Because I don’t have to pay the vehicle purchase tax at the guide price, I lost more than 1,700 yuan. Before the 4S shop said that there would be a discount when buying a car in July, it was true! "

　　Mr. Chen from Zhengzhou, Henan Province, had heard from the sales of 4S stores that the Vehicle Purchase Tax Law was implemented on July 1, so he chose to hold money for purchase, and the less tax paid made him the first beneficiary of the Vehicle Purchase Tax Law.

　　The Vehicle Purchase Tax Law clearly states that the tax payable by consumers to buy vehicles will depend on the actual amount paid, which is also commonly known as the transaction price of naked cars. The purchase tax rate is 10%, and taxable value does not include 13% value-added tax.

　　A salesperson of a Buick 4S shop calculated an account for the reporter of Zhongxin. com: Take Buick Hideo 18T automatic elite as an example, the manufacturer’s guide price is 135,900 yuan, the store sales discount is 45,000 yuan, and the consumer actually pays 90,900 yuan.

　　Before the implementation of the New Deal, consumers have to pay the vehicle purchase tax of 135,900 ÷ (1+13%) × 10% = 12,026 yuan, and after the New Deal, it is 90,900 ÷ (1+13%) × 10% = 8,044 yuan, which can save consumers 3,982 yuan.

　　"Vehicles are generally sold at a price lower than the manufacturer’s guide price, but before paying taxes, they paid taxes according to the guide price. In fact, they paid more money." The salesperson said.

　　Compared with the previous Provisional Regulations on Vehicle Purchase Tax, the Vehicle Purchase Tax Law, which came into effect on July 1, canceled the collection of purchase tax for expenses other than consideration.

　　What is the extra cost? Insiders explained that it mainly refers to the handling fee, transportation and loading and unloading fee, collection money, advance payment, etc. charged to the buyer outside the sales price.

　　That is to say, "if these expenses are incurred in buying a car, they will also be taxed according to the previous provisional regulations. Now, canceling out-of-price fees can save money for consumers to a certain extent. "

　　Can you save money by canceling the minimum taxable price?

　　It is worth noting that the Vehicle Purchase Tax Law abolished the minimum taxable price.

　　"Previously, the minimum taxable value was reported by the manufacturer, and State Taxation Administration of The People’s Republic of China checked with reference to the average market transaction price. What is the minimum taxable value for each car? Consumers are not clear. After the implementation of the Vehicle Purchase Tax Law, the tax payable is calculated according to the total price paid by consumers to dealers when buying a car. The specific cost is clear at a glance. " Some insiders said.

　　Many times, consumers get a lot of discounts when buying a car, and the actual transaction price is lower than the lowest in taxable value, but they have to pay taxes according to the lowest taxable value, which makes consumers spend more money.

　　Therefore, whether the New Deal can save money after implementation depends mainly on whether the preferential price of vehicles is lower than the previous lowest taxable value.

　　"For example, the actual transaction price of the Mercedes-Benz ELA200 that I sold before July with a manufacturer’s guide price of 269,800 yuan was 209,800 yuan. If the tax was calculated according to the actual transaction price, I should pay 18,566 yuan, but the consumer actually paid 19,000 yuan. This is because before the implementation of the new tax law, if the transaction price is lower than the minimum taxable price, tax should also be paid at the minimum taxable price. After July 1 ST, the minimum taxable price was cancelled, and it is enough to pay taxes according to the actual transaction price. " Mr. Qin, manager of a Mercedes-Benz 4S store in Chaoyang, Beijing, introduced to the reporter.

　　Refund of car can be refunded, and the car with 120,000 yuan can be refunded more than 8,000 yuan in two years.

　　In order to better protect the interests of consumers, the Vehicle Purchase Tax Law has also added a tax refund clause. Taxpayers who return vehicles with vehicle purchase tax to vehicle production enterprises or sales enterprises may apply to the competent tax authorities for refund of vehicle purchase tax in accordance with relevant regulations, and the amount of tax refund shall not be negative.

　　The amount of tax refund is based on the tax paid, and it will be deducted by 10% every full year from the date of tax payment to the date of applying for tax refund.

　　For example, if a consumer buys a car with a price of 120,000 yuan and pays a vehicle purchase tax of 10,619 yuan, if he needs to return the car for some reason after using it for 2 years, he can also apply for a refund of part of the vehicle purchase tax, and the refund amount is 10,619× (1-2× 10%) = 8,495 yuan. This is a big plus for consumers.

　　At the same time, the new regulations clarify that the vehicle purchase tax is levied once and only in the purchase process. For the purchase of vehicles that have been subject to vehicle purchase tax, that is, used cars, taxes are no longer levied. However, if the vehicle purchased is tax-free or tax-reduced, if it is no longer within the scope of tax exemption or tax reduction due to transfer or change of use, it shall pay the vehicle purchase tax before handling the vehicle transfer registration or change registration.

　　The "cover-up method" of unreasonable charges in 4S stores is difficult to work.

　　The incident of defending the rights of female owners of Mercedes-Benz in Xi ‘an before made the charging chaos of car dealers appear. One of them involves the "blind eye method" that merchants play when helping consumers pay the purchase tax.

　　According to industry insiders, in the fierce market competition, many 4S stores will take the licensing procedures as value-added services, which is profitable. Take a car with a fare of 100,000 yuan as an example. When actually paying the purchase tax, you need to deduct 13% of the value-added tax. The purchase tax should be paid on the basis of 87,000 yuan, and the tax rate of 10% needs to pay 8,700 yuan.

　　When the merchant collects and pays the vehicle purchase tax, it will be calculated at 100,000 yuan, and the consumer will be charged 10,000 yuan accordingly. "Consumers generally can’t see the tax payment invoice and don’t know how much they have paid. Many consumers don’t know how to calculate it, and the difference between them is taken away by dealers. " The sales manager of a 4S shop revealed.

　　Cui Dongshu, Secretary-General of the All-China Passenger Transport Association, believes that the new vehicle purchase tax policy standardizes the formulation standards of taxable value, defines the taxable value when consumers buy cars, and effectively improves the problem of high taxable value in the past based on the actual price of cars, which is conducive to protecting consumers’ rights and interests and further reducing the cost of cars.

　　However, it also brings a problem: the vehicle purchase tax in taxable value depends on the sales price indicated on the unified invoice for motor vehicle sales. Will there be tax evasion caused by the low invoice price?

　　In this regard, the staff of Wuhan Municipal Taxation Bureau said that the collection of vehicle purchase tax has been upgraded from "provisional regulations" to "law", and there is illegal risk for dealers to deliberately write down sales invoices; At the same time, the implementation of the tax law itself means that the risk prevention and control work of the tax department will be more rigorous. The invoice amount paid by the taxpayer will be automatically compared in the system, and relevant risk data will be pushed. The tax department will analyze the risk data and deal with it according to the tax administration law.

　　Will car sales increase under the influence of new purchase tax regulations?

　　In addition to the implementation of the Vehicle Purchase Tax Law, another background of the automobile market in July was that after cleaning up the inventory of the national five vehicles in many places, the national six standard cars became the main products in the market.

　　In a number of 4S stores in Beijing, the reporter saw that unlike the vehicles that were still being promoted at the end of June, the new cars are now labeled as meeting the national six standards. "We concentrated on cleaning up the inventory of the National Five in June, and it has been basically cleared. Now we sell all the models of the National Six." The salesperson told the reporter.

　　Shi Jianhua, Deputy Secretary-General of China Automobile Industry Association, pointed out that from January to May, the automobile production and sales in China were at a low level, which was mainly manifested by weak market consumption, insufficient consumer confidence and obvious wait-and-see mood, due to the macro-economy and the early implementation of the national six emission standards in some areas.

　　Shi Jianhua believes that in the second half of this year, with the increasing number of vehicles that meet the national six standards, as well as the effects of a series of policy measures such as tax reduction and fee reduction, and the National Development and Reform Commission, the Ministry of Ecology and Environment, and the Ministry of Commerce jointly announced the "Implementation Plan for Promoting the Updating and Upgrading of Key Consumer Goods and Smooth Resource Recycling" (2019— The implementation of the Notice of 2020 will play a positive role in promoting the passenger car market, and the production and sales of new energy vehicles will continue to maintain rapid growth. (End)

　　Zhongxin. com, July 1 ST, a number of tax reduction and fee reduction policies have been implemented, auto dealers are not allowed to increase the price of cars, and the acceptance of ID cards in different places has been fully implemented … … A number of new regulations will be implemented today, which will soon affect all aspects of people’s lives.

　　A number of tax reduction and fee reduction policies will be implemented today.

　　According to the decision of the the State Council executive meeting, a number of tax reduction and fee reduction policies will be implemented today. In terms of tax reduction, the value-added tax rate was reduced from four to three, and the 13% tax rate band was abolished, forming a three-band structure of 17%, 11% and 6%. The pilot policy of pre-tax deduction of personal income tax for commercial health insurance will be extended to the whole country, and the expenses of individuals purchasing qualified commercial health insurance products are allowed to be deducted before tax according to the maximum annual limit of 2,400 yuan.

　　In terms of fee reduction, we will further clean up and standardize the deposit in the field of engineering construction, clean up and standardize the government’s non-tax revenue surcharge in the field of energy, temporarily exempt the two supervision fees of banking and insurance, and reduce the radio frequency occupation fee.

　　Simplify the handling of tax administrative licensing matters

　　The Announcement on Simplifying the Procedures for Handling Tax Administrative Licensing Matters will come into effect today. The "Announcement" clarifies five measures to degenerate and optimize the procedures for handling tax administrative licensing matters, including simplifying the acceptance of documents, providing agency forwarding services, simplifying application materials, realizing the appointment of consulting services, and improving the delivery methods of documents.

　　81 airports opened the "military priority according to law" channel.

　　The Civil Aviation Administration and the Logistics Support Department of the Central Military Commission jointly issued a notice to open the "military priority according to law" channel at 81 civil aviation airports nationwide from now on, and encouraged other airports to open as appropriate according to their own conditions, so as to provide thoughtful and efficient services for military personnel in check-in, security inspection and boarding.

　　All coal mine safety production work in China will implement the new standards.

　　The State Administration of Work Safety and other departments jointly issued the Notice on Vigorously Promoting the Standardization of Coal Mine Safety Production. The "Notice" puts forward a number of requirements, including organizing new standards publicity training, creating an incentive mechanism for standardization work, and coordinating and promoting standardization construction.

　　Full implementation of ID card acceptance in different places.

　　From now on, the Ministry of Public Security has fully implemented the "three systems" of accepting resident identity cards in different places, reporting the loss and claiming them for loss. The Ministry of Public Security pointed out that public security organs should issue resident identity cards within 60 days from the date when citizens submit the Registration Form for Acceptance of Resident Identity Cards in Different Places. In areas with inconvenient transportation, the processing time may be appropriately extended, but the extension time shall not exceed 30 days; Where conditions permit, the period of making and issuing certificates can be shortened according to the actual situation.

　　Handling ordinary passports and underpaying 40 yuan.

　　The National Development and Reform Commission and the Ministry of Finance issued a notice to reduce some administrative fees, which is expected to reduce the burden on enterprises and society by 2.6 billion yuan. The "Notice" stipulates that starting from today, the fees for citizens’ entry and exit documents, the cost of motor vehicle driving license, the cost of temporary entry motor vehicle number plate and driving license, the compensation fee for soil and water conservation, the actual (trial) inspection fee for pesticides, and the protection fee for integrated circuit layout design will be reduced. According to relevant standards, ordinary passports are reduced from 200 yuan to 160 yuan.

　　Since July, the new regulations on automobile sales have been implemented, and it is clear that dealers are not allowed to sell cars at a higher price. The picture shows the data map. Photo by Zhang Yun, a reporter from China News Service

　　Car dealers are not allowed to sell cars at a higher price.

　　The Measures for the Administration of Automobile Sales promulgated by the Ministry of Commerce will be implemented today. The measures have made clear provisions and requirements for increasing the price of automobile sales, providing three-guarantee certificates, and indicating the source of accessories. It stipulates that dealers are prohibited from raising the price of cars in all forms, and dealers must clearly indicate the prices of cars and accessories, and must attach certificates with the car when picking up the car.

　　According to the "Measures", it is no longer necessary for automobile brands to authorize the sale of automobiles, and two modes of authorized sales and unauthorized sales are allowed to be parallel, and new automobile sales forms such as automobile supermarkets, automobile stores and automobile e-commerce will blossom.

　　Travel tax increases

　　The tax ceiling for various types of vehicles has generally increased since today. The annual tax standard for large buses will be adjusted from 480 yuan to 660 yuan, for medium buses from 420 yuan to 660 yuan, for small buses from 360 yuan to 660 yuan, and for ordinary cars from 180 yuan to 360 yuan. At the same time, the tax targets have also been adjusted, and all kinds of buses that were originally tax-free will also pay taxes at the same standard as private cars.

　　Strengthen the "seller’s responsibility" for securities operating institutions

　　The Measures for the Administration of the Suitability of Securities and Futures Investors will be implemented from now on. The core requirement of the Measures is to strengthen the requirement of "the seller is responsible" for securities, funds and futures operating institutions, so that the operating institutions must bear the obligations stipulated by law while obtaining operating income, ensure the equality and unity of rights and obligations, effectively prevent one-sided pursuit of economic interests, and promote high-risk securities and futures products to investors with insufficient risk tolerance, resulting in damage and influence on the legitimate rights and interests of investors.

　　Increase penalties for illegal acts of traditional Chinese medicine.

　　The "People’s Republic of China (PRC) Chinese Medicine Law" has been implemented today, with five highlights: (1) the important position and development policy of Chinese medicine are clarified; Establish a management system that conforms to the characteristics of traditional Chinese medicine; Increase support for the cause of Chinese medicine; Adhere to both support and standardization, and strengthen the supervision of Chinese medicine; Increase penalties for illegal acts of traditional Chinese medicine.

　　50,000 domestic cash transactions need to be reported.

　　The Measures for the Administration of Reports on Large-value Transactions and Suspicious Transactions of Financial Institutions issued by the Central Bank will be implemented today. The Administrative Measures adjusted the RMB reporting standard for large cash transactions from "200,000 yuan" to "50,000 yuan", and the reporting standard for large cross-border transactions denominated in RMB was "200,000 yuan", and for the first time, non-bank payment institutions were included in the scope of responsibility.

　　New invoice regulations: only the name of the enterprise can be filled in for office invoicing, and it cannot be reimbursed.

　　According to the announcement of State Taxation Administration of The People’s Republic of China, starting from today, the purchaser must provide the corporate taxpayer identification number (i.e. "tax number") or the unified social credit code when issuing corporate invoices, otherwise it will not be used as a tax voucher to handle tax-related business. The announcement also requires that when the seller issues an invoice, it should truthfully issue an invoice that is consistent with the actual business; When the buyer obtains the invoice, it shall not request to change the name and amount.

　　Mobile phone pre-installed software must be uninstalled.

　　The Interim Provisions on the Administration of Preset and Distribution of Application Software for Mobile Intelligent Terminals will be implemented today. According to the regulations, production enterprises should restrict the sales channels, and should not install application software in mobile intelligent terminals without the consent of users, and all software except basic functions can be uninstalled. The application software of mobile intelligent terminal involved in charging shall strictly abide by the relevant provisions such as clearly marked price, express the charging standard and charging method, and express that the content is true, accurate and eye-catching, and the fee can be deducted only after being confirmed by the user.

　　Encourage and support the provision of disability prevention and rehabilitation services for the disabled.

　　The Regulations on Disability Prevention and Rehabilitation of Disabled Persons will come into effect today. The regulations clearly stipulate that the state shall take measures to provide basic rehabilitation services for the disabled and support and help them integrate into society; Prohibition of discrimination on the basis of disability; The state encourages and supports organizations and individuals to provide disability prevention and rehabilitation services for the disabled, donate to the cause of disability prevention and rehabilitation for the disabled, and build relevant public welfare facilities; The provision of rehabilitation services for the disabled shall protect the privacy of the disabled and shall not discriminate against or insult them.

　　The lifelong responsibility system is implemented for soil pollution control and remediation.

　　The Measures for the Management of Soil Environment in Polluted Plots (Trial) will be implemented today. The method points out that according to the principle of "whoever pollutes will treat it", the unit or individual that caused soil pollution should bear the main responsibility for treatment and restoration. In principle, the treatment and restoration project should be carried out at the original site. During the treatment and restoration, measures should be taken to prevent secondary pollution to the plot and its surrounding environment. The lifelong responsibility system is implemented for soil pollution control and remediation.

I don’t know when the pace of the times has become faster and faster, especially for fashion. The style that was popular some time ago will soon be ignored, and the popularity will change. Even young people are tired of chasing it, not to mention mature women who love beauty. If they want to keep their fashionable image, they have to pay more attention.

Can you slow down the fashion? This question seems to contradict the concept of fashion, but as long as we observe it carefully, we can still find many elegant mature beauties, who seem to be independent of the fashion tide and gradually explore a kind of "slow fashion". Without being disturbed by the hurried style, they can not use fashionable items, but still make people feel advanced, such as fashion bloggers Miki and mom.

Compared with Miki’s exquisite elegance, the style of this fashion blogger to be introduced to you in this issue is more gentle, but also more pyrotechnic, simple and natural without losing advanced. Next, let’s take a look at what unique dressing cheats this 60+ fashionista has.

Step 1 choose a gentle and energetic color scheme

After entering the age of 50, many mature women will decorate themselves with colorful clothes, hoping to brighten themselves with bright colors, but the result often runs counter to our expectations, but it is easy to appear gaudy.

In order to show the sense of high class, we must first learn to choose the main color of clothes for ourselves.Mature and elegant women are more suitable for gentle and energetic colors.. For example, those with low saturationApricot pink, can be used as the main color of the coat, not noisy and not eye-catching.

For those colors with high saturation, there are also corresponding methods to deal with them. When you have a long ginger coat in your closet,If you don’t want to appear too ostentatious, remember to use dark colors to weaken the agitation caused by bright colors..

Because the coat is bright enough, the inner coat, hat and shoes will not look dim if they are all black. You can choose turtle neck and loafers with confidence, and you will be beautiful.

For colors that are already mature, such asDark brown, tea brown, cyan grayAnd other colors, more importantly, use collocation to add vitality and avoid appearing old-fashioned.

If the clothing is of the same color, then the accessories should not follow the rules. It is recommended to use a light-colored bag or hat to match it.

2. Add age-reducing elements

Women always want to look younger than their actual age, and the most important thing to reduce age is not to wear the same style as young people, but to fully express the beauty of this age with appropriate clothes.

Add classic decorative patterns to clothes.Can help us do this.Checked grainIt is a design that never tires of seeing. Nowadays, young people often wear plaid shirts, but the style of plaid is also exquisite. For women with gentle temperament,Large plaid is more suitable than small plaid, and light plaid is more suitable than dark plaid..

in additionWave pointIt is also a design that is very suitable for elegant women to reduce their age. Wearing a polka-dot shirt as an interior can wear a playful feeling even if the whole body is black.

When matching inside, let the exposed part keep the edge neat on the first day, so as not to destroy the overall dressing texture.

It is safer and more versatile to apply design induction to the bottom dress than the top, and the half-length polka-dot dress is a very versatile item. Among them, the key point to pay attention to is the size of the wave point.

In regular printing,Wavelet points look more dynamic.When matching shirts, you can use a doll collar as a backdrop, andLarge wave points have wider applicability.The gas field is more stable. Remember to outline the waistline when wearing it, and easily create a youthful state.

Irregular printing, with the jumping of wavelet points and the elegance of large wave points, should not forget to echo through the version of doll collar or the gas field of black and white color matching.

3. The layering of the upper and lower two-piece suit

In autumn and winter, it is the time for women with good clothes to play, and they can make amazing effects by overlapping and matching. Among them, the clever use of the long skirt can make the simple upper and lower two-piece suit wear a layered feeling.

The layering comes from the silhouette. If you have a pleated long skirt, remember to match the top according to the pleated style.The pleated skirt has a great sense of volume, and the top version should be designed with gorgeous outward expansion., such as bat sleeves and lantern sleeves, you can choose a solid color style.

If the pleated skirt is patterned, it will look fancy if it is exposed too much, so it is suitable for long coats., and use plain and clean colors to combine. The figure below follows this matching idea, and through appropriate proportion adjustment, the color of the skirt and the plain color inside form a natural sense of harmony.

When matching long coats and long skirts, it is suggested that they should be of the same color.As shown in the picture below, it is gray and black. If it is a color system, you can use a combination of light blue and purplish blue, light coffee color and dark coffee color, so as not to destroy the vertical lines of modeling, visually postpone the line of sight, and achieve a high decorative effect.

Ok, that’s it for this issue about 60+ fashion mom’s dressing sharing. Do you like her style? Welcome to leave a message in the comment area to share your opinion. See you next time ~Elise

# Brand Good # # Fashion Style Wear #

Cover journalist Guo Kexin

In the just-concluded Double Eleven War, domestic beauty brands represented by Polaiya, Winona, Nature Hall, etc. have made outstanding achievements, and domestic beauty can be said to usher in a new pattern. Among them, Polaiya won TOP1 in the dual-platform beauty industry of Tmall and Tik Tok. This is also the first time that domestic beauty products have won the championship in the fierce competition with foreign beauty products in recent years. Proya, who has achieved outstanding results, also officially entered its 20th anniversary on November 18th. At the same time, Proya’s 20th anniversary strategy conference was held in Hangzhou International Expo Center, and a new vision for the future was released, aiming at becoming an international China beauty company with consumers as the core, technology as the foundation.

40 Years’ Innovation of Domestic Beauty in China Cosmetics Industry

In the late 1970s and early 1980s, the China market, which opened its doors for the first time, welcomed a large number of foreign brands. Beauty brands from the United States, South Korea, Japan, France and other countries have successively occupied a large share of the cosmetics market in China, and domestic brands have struggled in the "dark moment". However, 40 years later, in the cosmetics market in China, domestic brands gained the trust of consumers by iteratively upgrading and building the core competitiveness of scientific research. Yan Jiangying, chairman of China Flavor Cosmetics Industry Association, said at the 20th anniversary strategy conference of Polaiya that in the past two decades, the cosmetics industry in China has gone through the wholesale era, the channel era and the new brand era. From its birth, listing, brand building to the 20th anniversary, Polaiya echoed the development process of the industry, led the development with strategic and technological innovation, led the sustainable development with ESG construction, followed the industry regulations with responsibility, and became a China cosmetics company facing the public and leading China.

The new future of domestic beauty cosmetics China market has become the source of global innovation

At the strategy conference of Polaiya’s 20th anniversary, Franckie, vice chairman of French Cosmetics Valley, shared the frontier trend of global beauty. She said that China’s innovation is attracting the world’s attention and showing the world the beauty power of China. At the global scientific research event, not only international brands but also China brands attended. For many years, Polaiya Company has been invited to participate in the "Cosmetic360" exhibition of the international innovation fair of French perfume and cosmetics industry, which is hosted by French Cosmetics Valley and integrates global innovation technologies, and share Polaiya’s vision of technological innovation; In 2020, Polaiya brought eight scientific research achievements to this IFSCC conference. At this conference, which is known as the "Nobel Prize in Cosmetics" and represents the highest level of international cosmetic technology research and development, Polaiya’s scientific research achievements appeared and became the China cosmetics brand with the largest number of academic achievements published at this conference.

Hou Juncheng, chairman of Polaiya Cosmetics Co., Ltd. also said that Polaiya’s development vision is "standing at the peak of China’s beauty industry, Polaiya’s vision has been extended to a broader international stage, and its goal will be more ambitious and longer-term. We must learn from the top international outstanding enterprises, and strive to become an outstanding century-old enterprise like L ‘Oré al and LVMH, and be’ Polaiya in China and Polaiya in the world’. "

The rise of domestic beauty cosmetics China cosmetics market ushered in a new pattern.

With the rapid development of China cosmetics market, China brand and international brand, China brand and international brand will compete on the same stage. As the representative of "China brand", Polaiya keeps climbing the peak of scientific research, so that "China Science and Technology" belonging to Polaiya can compete with "international brands" on the same stage; With the spirit of unlimited exploration, Polaiya keeps creating an infinite future, and further moves towards a China beauty company with consumers as the core and technology as the foundation. It is understood that in the six years since the listing of Polaiya, the company has developed steadily, with a market value of 10 times and a performance of more than 4 times. Polaiya is leading the brand development industry. This year’s Double Eleven won the first place in the beauty industry of Tmall and Tik Tok, and the first place in domestic beauty products of JD.COM. This is the first time that domestic brands have won the first place in the industry in the past five years. Fang Yuyou, co-founder and CEO of Polaiya, mentioned in his speech, "This’ phased achievement’ is hard-won, which makes us more confident.’ Being a China brand of our own’-this is not just a beautiful wish, but a future we can see."

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Reporter | Wu Rong

Edit | Yun Huiyun

At the end of last year, we reported that with more and more domestic beauty products eyeing overseas markets, 2021 will be a crucial year for brands to "go out to sea".

According to the data released by the General Administration of Customs, in the first three quarters of 2020, the export volume of cosmetics in China was 752,500 tons, with an export value of US$ 3.139 billion, surpassing the export volume of cosmetics in 2018 and 2019, with the latter two being US$ 2.5 billion and US$ 2.774 billion respectively.

At present, the pace of domestic beauty brands going out to sea is still accelerating. According to the recently released data of "2021 Beauty Industry Trend Insight Report" released by CBNData First Financial Data Center and Tmall Golden Makeup Award, domestic beauty products have increased by more than 10 times.

Compared with the past, in recent years, in the wave of domestic beauty products going to sea, there are more new brands, including Perfect Diary, Flower West, Flower Know and ZEESEA Color.

Different brands will choose their countries and channels according to their own characteristics, so as to better explore the possibility of overseas development.

The perfect diary will focus on the southeast Asian market. In April, 2020, Perfect Diary was launched in overseas official website, with Chinese, English, Japanese, Russian, Thai and other languages, and supported payment in US dollars, Singapore dollars and other currencies.

In addition to sales in official website, brands will also use other channel platforms. At present, including Perfect Diary and Hua Xizi, they all go out to sea with the help of Tmall. Another make-up brand, Laqi colorkey, has settled in Shopee, the largest e-commerce platform in Southeast Asia.

There are also offline channels.

At the end of 2018, Mary Daijia entered eight countries including Thailand, Malaysia and Singapore through the Sephora channel; Hua Zhiming has also settled in Japan’s offline beauty collection stores, including more than 300 cosme.

ZEESEA Zise also told the interface news that in addition to international e-commerce platforms such as Amazon, the brand has also settled in Matsumoto Kiyomizu, Japan’s largest cosmeceutical chain. Up to now, it has covered nearly 2,000 Matsumoto Kiyomizu stores. More than a year after its launch, its sales in Japan reached nearly 10 billion yen. According to the plan, ZEESEA Zise will reach 7,000 offline sales points in Japan by the end of 2021.

Perfect Diary, ZEESEA Zise and Ke Laqi colorkey all started in Guangzhou. Previously, we discussed in the article "Revealing the Domestic Beauty Base: Over 70% of them come from Guangzhou, and they should be positive with big brands". The relatively mature beauty industry chain, daily chemical experience and talent pool have created many phenomenal domestic beauty brands for Guangzhou. In fact, these are also important reasons for supporting the new domestic beauty products to go out.

In addition, with the development of online shopping, the progress of logistics and other infrastructure, and China’s rapid recovery from the epidemic, China’s beauty brand has attracted more attention overseas this year.

However, judging from the performance of brands at sea, it is not without challenges.

How to localize is a big problem.

Most domestic beauty brands go to sea, and the main position is generally the Southeast Asian market. However, there are more than 10 countries in Southeast Asia, and different countries have their own religious beliefs. The differences in consumer preferences are not small. It is not easy to localize products.

Nancy, CEO of Baizui Cuisine, who started planning to go to Southeast Asia in 2020, said in an interview with the media that people in different countries have different skin conditions and demands. Take sunscreen products as an example. Consumers in Southeast Asia use sunscreen to resist aging, which is not the same as the starting point for most consumers in China to prevent sunburn. In addition, in Muslim countries such as Indonesia, the policy requires that beauty products must meet halal certification.

The relevant person in charge of Hua Xizi’s public relations also admitted in an interview with Interface News that a very important challenge of China’s brand globalization is the difference in language system and communication mode. Other countries and regions are very different from China in culture, language and customs. Hua Xizi has no idea about their acceptance of China beauty cosmetics and China culture, so she needs to do a lot of pre-promotion work.

Compared with the Southeast Asian market, users in developed countries such as the United States and Japan are more mature in the use habits, discrimination and aesthetic level of cosmetics, and the standards for choosing brands are more stringent. This will undoubtedly put forward more tests for China beauty brands that set their focus on the sea as developed countries.

For example, ZEESEA has focused its overseas development on Japan and the United States, and Judy, the head of its new overseas retail, described the course of brand going out to sea in the past year as a process of "fighting monsters and upgrading". "The laws and regulations of each country are different, and Japan and the United States have their own laws and regulations. We have no teachers, no objects to learn, and we can’t avoid risks. We can only cross the river by feeling the stones. "

In terms of product selection, it is impossible to copy domestic explosives overseas, and brands need to re-develop products and adjust production lines. For example, Hua Xizi’s star color number in China is positive red, but when it is sold in the Japanese market, the color number is also "do as the Romans do", and the popular caramel maple leaf color, peach color and raspberry red are selected as the main colors.

In addition, considering the comprehensive cost, the pricing of products listed overseas is also higher than that of domestic products.

Hua Xizi’s lipstick product "Tongxin Lock Lipstick", which sells for 219 yuan in China, sells for 6,129 yen (equivalent to 371 yuan) in Amazon, Japan, which exceeds the price of Chanel lipstick in Amazon, Japan, which is 5,270 yen (equivalent to 315 yuan) in the same period.

According to Hua Xizi’s statistics, overseas pricing may be 1.7 times the domestic price. This pricing strategy takes into account the comprehensive costs of tariffs, logistics, services and operations. Similarly, the selling prices of international brands in China are also priced in a similar way.

"Due to the impact of the epidemic, the vitality of some foreign industries has not yet recovered. The next three to five years will be a good opportunity for domestic brands to enter overseas markets, especially cosmetics brands." Hu Qimu, a senior researcher at the digital economy think tank, told the interface news. Although the layout of developed countries is full of challenges, mature markets and mature users can prove brand value and operational ability more quickly. If the layout is made earlier, it will have a first-Mover advantage by breaking the circle of products and operations.

Considering that the rise of cutting-edge domestic beauty brands is still in its infancy, the beauty market is fiercely competitive, and the number of self-built supply chains is small, and most of them rely on supply chain problems such as OEM, how to improve product strength will become the key to the success of these brands. If the product quality cannot be recognized, and there is not enough high repurchase rate, user loyalty and recommendation support, going out to sea may only become simply brushing China elements to find a sense of existence.