Royal Malaysian Police Headquarters Statement

　　Cctv newsThe Royal Malaysian Police Headquarters issued a statement on the morning of 18th, saying that Malaysian police had arrested a male suspect suspected of murdering Jin Zhengnan. This is the third suspect arrested by the police.The suspect holds a North Korean passport. His name is RI JONG CHOL and his date of birth is May 6, 1970.Further investigation is continuing. In addition, the police earlier arrested a Malaysian man to assist in the investigation. (CCTV reporter Deng Xuemei Jia Jianjing Jin Dong)

　　Malaysian police have interrogated the suspect in Jin Zhengnan’s murder case.

　　On the afternoon of 17th, Malaysian police interrogated Malaysian man Mohammad farid who was suspected to be related to this incident. In order to avoid being photographed by the waiting media, farid entered through the back door of the police station under the escort of the police. Farid, 26, is the boyfriend of the second Indonesian female suspect involved in the case.

　　After the death of Jung-nam Kim, Malaysian police arrested two female suspects with Vietnamese and Indonesian passports on 15th and 16th respectively to assist in the investigation. The picture taken by CCTV reporter on the 16th showed that two female suspects were tried at Sepang police station at the same time that morning, and the formalities for postponing detention were completed.

　　North Korean ambassador: refused to recognize the autopsy results of Malaysia

　　At 11 o’clock on the evening of 17th, Jiang Zhe, the North Korean ambassador to Malaysia, appeared outside the forensic identification center of Kuala Lumpur Hospital where the body of the dead North Korean man was stored, and handed a paper statement to the media present. The statement confirmed that the man who died at Kuala Lumpur International Airport on the 13th was a North Korean citizen and held a diplomatic passport. The statement also stated that Malaysia forced an autopsy on the body of the dead North Korean man without the consent of the DPRK, and the DPRK would refuse to recognize the autopsy results.

　　Jiang Zhe said that the North Korean Embassy confirmed that the deceased was a North Korean citizen, and the North Korean Embassy subsequently refused to conduct an autopsy on the deceased. However, in the absence of personnel from the DPRK embassy, the hospital performed an autopsy on the deceased and refused to return the deceased’s body to the DPRK embassy.

　　Jiang Zhe, North Korean Ambassador to Malaysia:We refused to conduct an autopsy on the deceased. Ma Fang claimed that the deceased died of a heart attack. Only in this way did Ma have reason to conduct an autopsy. However, they forced an autopsy on the deceased without our presence.

　　North Korean ambassador: Malaysia deliberately hides the truth

　

　　Subsequently, Jiang Zhe handed a paper statement to the media present. The statement said that Malaysia had promised to return the body of the deceased if the DPRK submitted an application to the Malaysian Ministry of Foreign Affairs according to procedures after the autopsy was completed, but the DPRK’s request was delayed.

　　Jiang Zhe said that he had lodged a serious protest at the Malaysian police headquarters and once again demanded that Malaysia immediately hand over the body of the deceased to the DPRK Embassy. However, Malaysia once again rejected the DPRK’s request, which shows that Malaysia is deliberately concealing the truth.

　　Jiang Zhe, North Korean Ambassador to Malaysia:This is why (17th) in the afternoon, I went to the Malaysian police headquarters and strongly urged Ma Fangli to hand over the body of the deceased to the North Korean Embassy, but Ma Fang refused, and the reasons they gave had nothing to do with finding out the cause of death of the deceased.

　　Ambassador of North Korea: South Korea diverts its attention and slanders North Korea.

　　Jiang Zhe also accused South Korea of discrediting North Korea through this incident. Jiang Zhe hoped that the Malaysian government would not get involved in this conspiracy of "hostile forces" and demanded that the body of the deceased and the autopsy results be handed over to the DPRK as soon as possible.

　　Jiang Zhe said in a statement that the DPRK suspected that Malaysia had been instructed by the ROK to take action. The South Korean regime tried to use this incident to extricate itself from their biggest political scandal so far, and did not hesitate to slander the DPRK and mislead the international community through cunning plots and means.

　　Jiang Zhe, North Korean Ambassador to Malaysia:Therefore, this also strongly shows that Malaysia is deliberately deceiving us. Malaysia is deliberately hiding some facts that need time to verify. They are plotting with other external forces in an attempt to undermine the image of our North Korea.

　　Ambassador of the DPRK: The DPRK will appeal to the International Court of Justice.

　　In a statement issued on the same day, Jiang Zhe said that in protest, North Korea would appeal the incident to the International Court of Justice. Jiang Zhe did not specify the identity of the dead North Korean man in the media interview and subsequent statement.

　　Malaysian Deputy Prime Minister Zahid confirmed at a press conference on the 16th that the North Korean man who died at Kuala Lumpur International Airport on the 13th was Jin Zhengnan. The North Korean Embassy in Malaysia has asked Malaysia to return the remains of the deceased, but Malaysia must first complete the autopsy and other processes before handing over the remains through the embassy.

　　According to the requirements of the Regulations of People’s Republic of China (PRC) Municipality on the Openness of Government Information (hereinafter referred to as the Regulations), the annual report on the openness of government information of our office in 2015 is hereby published. The contents of this report include an overview, the voluntary disclosure of government information, the disclosure of government information according to application, the charging and reduction of government information disclosure, the application for administrative reconsideration and administrative litigation due to government information disclosure, the main problems existing in information disclosure and improvement measures. The statistical period of the data listed in the report is from January 1, 2015 to December 31, 2015.

　　I. Overview

　　In 2015, the government information disclosure work of our office thoroughly implemented the spirit of the 18th National Congress of the Communist Party of China and previous plenary sessions and the series of important speeches by the Supreme Leader General Secretary, adhered to the principle of "publicity is the norm and non-disclosure is the exception", and conscientiously implemented the Regulations, the Notice and the Opinions of the General Office of the State Council on Further Strengthening Government Information Disclosure to Respond to Social Concerns and Enhance Government Credibility (hereinafter referred to as the Opinions). Taking the disclosure of government information as an important content to fulfill the responsibilities of the overseas Chinese affairs department of the government according to law, consolidate the Party’s mass line education practice activities and the achievements of the "three strictness and three realities" special education, strengthen the building of a clean and honest party style, change the work style, and improve office efficiency, we will vigorously promote the disclosure of government information in our office from the aspects of strengthening organizational leadership, promoting platform construction, enriching forms and contents, and improving institutional mechanisms, so as to effectively protect the people’s right to know, participate and supervise.

　　(A) to strengthen organizational leadership, to promote the work in place.

　　The leading party group attaches great importance to the disclosure of government information, and requires all departments to actively disclose government information as an important means to promote administration according to law, constantly improve their awareness of voluntary disclosure and service, respond to the concerns of the masses, and expand the publicity of overseas Chinese affairs. With the great attention of the leading party group and the personal guidance of the leading group, our office has gradually formed a relatively mature working mechanism of government information disclosure: the office of the leading group is located in the Secretary Administration Department, with the leader in charge of the work department as the director, coordinating the daily work of government information disclosure; At the same time, break the barriers of departments, and the main responsible comrades of the General Office, the Finance Office, the Administrative Office, the Personnel Department and the Propaganda Department of the Propaganda Department of the Secretariat serve as deputy directors of the office of the leading group to assist the director of the office in coordinating and promoting the daily work and effectively implementing the work; The secretaries of all departments (rooms) are liaison officers, effectively ensuring the convergence and efficiency of work. Among them, the competent department is located in the General Office of the Secretary Administration Department.

　　Under the unified leadership of the leading group and the close cooperation of all relevant personnel, the Secretary and Administration Department conscientiously implemented the requirements of the Regulations, Opinions and Notices, and combined with the actual work and public needs, made public all government information involving public interests, the rights and interests of overseas Chinese and social concerns that needed to be widely known by the public in accordance with the law, comprehensively, accurately and timely. Pay close attention to issues related to the important deployment of overseas Chinese affairs of the party and the state, the adjustment of policies and regulations concerning overseas Chinese, and issues of general concern to the overseas Chinese community and the public, identify and pre-judge relevant public opinion hotspots that need to be responded as early as possible, release authoritative information in a timely manner, and do a good job in information interpretation.

　　(2) Strengthen platform construction and expand new channels for information disclosure.

　　In order to effectively strengthen the construction of the information platform for government information disclosure, our office, on the basis of the original the State Council Overseas Chinese Affairs Office public information network (hereinafter referred to as "official website") and in accordance with the "one body and two wings" construction idea put forward by Director Qiu Yuanping, constantly strengthens the Internet thinking, makes efforts to adapt to the situation, and makes full use of new technologies and applications to innovate overseas Chinese media communication methods and information disclosure channels; By building an all-round online and handheld service system for overseas Chinese (that is, an online integrated service platform based on the new version of "China Overseas Chinese Network" and a handheld service platform based on "Qiaobao" mobile client), we will accelerate the development of integration, extend the platform of information disclosure and service for overseas Chinese in the form of new media, and strive to increase the coverage of overseas Chinese publicity, thus effectively promoting the construction of the information work platform of the national overseas Chinese affairs office system and promoting the government information disclosure to a new level.

　　1. the State Council Overseas Chinese Affairs Office Public Information Network

　　As the official website of our office and the authoritative publishing platform for government information disclosure, the the State Council Overseas Chinese Affairs Office Public Information Network ("official website") was officially launched in May 2015 after being revised again. Official website changed the rigid and serious design style in the past, making it more vivid, and the content setting more clear and reasonable. In addition, it highlighted the design of pictures and video areas to cater to the intuitive reading tendency of netizens in the era of reading pictures and watching movies, so that people can more intuitively search and understand the information disclosure content they are interested in. Up to now, our public information network has compiled and distributed nearly 4000 pieces of information. In cooperation with major overseas Chinese activities, 20 special plans were launched in due course, such as "Online Activity Month for Legal Services for Overseas Chinese-funded Enterprises", "The 10th World Chinese Outstanding Youth Tour to China" and "The 70th Anniversary of the Victory of the Anti-Japanese War". The annual average daily page visit was 220,000, which was significantly higher than that in previous years.

　　2. "China Overseas Chinese Network"

　　"China Overseas Chinese Network" is a comprehensive website for overseas Chinese all over the world, which integrates consultation, service and interaction. It is also the most important platform for our office to open government information to the people. Since it was launched in June 2014, "China Overseas Chinese Network" entered a period of steady rise in 2015, with increased publicity and promotion, all kinds of businesses launched in an all-round way, and new media operations showed bright spots, with more than 40,000 articles published throughout the year. At present, the number of website visits has increased significantly, with an average daily click-through rate of about 1.47 million, an increase of 334% compared with 440,000 at the beginning of the year.

　　3. Qiaobao mobile client

　　In order to further enrich the channels of government information disclosure and enrich the means of serving overseas Chinese, the "Qiaobao" mobile client (APP), our office’s handheld platform for serving overseas Chinese, has been solidly launched and efficiently promoted according to the construction plan since mid-September 2015, and was officially put into trial operation on New Year’s Day in 2016 as planned. The mobile client of "Qiaobao" has four columns: Overseas Chinese, Information, Overseas Chinese Friends and My. The "Overseas Chinese" section has six sub-columns: overseas Chinese-related activities, Chinese help platform, cultural education, life service, information inquiry and online consultation. "Information" set up four sub-columns: news of Chinese, overseas Chinese and culture; Overseas Chinese friends set up functions such as adding friends, chatting alone, address book and overseas Chinese friends circle, as well as other functions such as login registration, personal information setting, system setting, information inquiry, news comment and sharing (WeChat, qq).

　　(3) Expand the public content and improve the level of information disclosure.

　　In 2015, our office held five press conferences (press conferences), including three in the State Council Office and two in the Office. Both the number and scale of press conferences have made significant breakthroughs and improvements compared with previous years. As an important way of "face-to-face" communication with the public, the press conference has played an active role in responding to public questions and releasing major events, and it is also an important platform for our government information disclosure work.

　　In September 2015, our office made a centralized plan for 2,000 overseas Chinese representatives to come to Beijing to attend the military parade. During this period, our office invited three representatives of overseas Chinese for the first time to attend the press conference held at the State Council Office: Fang Li Bangqin, founder and honorary curator of the Overseas Anti-Japanese War Memorial Hall, Zhang Sujiu, honorary chairman of the American Federation of Chinese Associations, and Zhang Manxin, chairman of the European Association for the Promotion of Peaceful Reunification of China. They introduced the commemorative activities held by overseas Chinese and their contributions to the Anti-Japanese War, respectively, and answered questions from Chinese and foreign journalists.

　　In 2015, according to the historical data of overseas Chinese participating in the Anti-Japanese War, which was excavated by our office for a long time, our office held the first screening conference of "Jinshan Dream-Searching for the Memory of Spikes" and "The Great Wall of Blood" on September 15, and publicly reported the historical facts that Chinese workers traveled across the ocean to participate in the construction of the Central Pacific Railway in the United States since 1865 and made contributions to American history. This is the first time that our office has made information public in the form of a broadcast, which has aroused enthusiastic response at home and abroad.

　　These open forms and contents of active expansion have aroused enthusiastic attention from overseas Chinese and domestic society, and have good effects in introducing relevant situations, transmitting work information and responding to concerns from all walks of life, and have been highly praised.

　　(D) to strengthen the system and infrastructure, and constantly improve the level of standardization.

　　In order to thoroughly implement the spirit of the Notice of the General Office of the State Council on Printing and Distributing the Main Points of Government Information Disclosure in 2015 and other documents, and at the same time further give play to the functions of government coordination, management services, basic guarantee, supervision and inspection, in 2015, our office carried out the special work of "Implementing Rules and Regulations".

　　On the one hand, in our work practice, our office conscientiously implements the spirit of the Regulations, Opinions and Notices, strictly implements the Measures for the Implementation of the Regulations on the Disclosure of Government Information of the Overseas Chinese Affairs Office of the State Council and the Guide for the Disclosure of Government Information of the Overseas Chinese Affairs Office of the State Council, and further improves the internal communication and coordination mechanism to promote the continuous development of our office’s government information disclosure in a scientific, institutionalized and standardized way. On the other hand, strengthen the education and training of government information disclosure staff, especially the relevant personnel of the Secret Service Department, organize the study of the spirit of the document "Compilation of Government Information Disclosure System" issued by the Government Information Disclosure Office of the State Council, effectively refer to it, improve the policy level and business ability, and promote the development of government information disclosure.

　　Second, the initiative to disclose government information

　　(a) the main contents of the public

　　In 2015, our office took the initiative to disclose 379 pieces of government information to the public, and the Government of official website made public a total of 241 pieces of long-term government information about the basic situation (excluding immediate announcements and work trends). The public contents include: information on the main functions, leaders’ introduction, organization, office location and other institutional functions; Government information disclosure guidelines, government information disclosure catalogues, government information disclosure places, annual reports on government information disclosure, government information disclosure applications, government information disclosure supervision complaints and other relevant information; Information of laws and regulations; Policy consultation and service guide information; Project research management information; Public information on administrative examination and approval matters; And announcement information and work dynamics.

　　(2) Open channels

　　1. "Overseas Chinese through train" information platform. Give full play to the role of informatization as the main channel, timely, comprehensively and accurately publish and interpret the important work trends of our office, major overseas Chinese-related policies and sudden overseas Chinese-related incidents on the website, and respond to netizens’ messages in a timely manner. For example, our office has taken the initiative to draft policies on visas, residence and permanent residence of foreign Chinese, and published them on the websites of China Overseas Chinese Network and the State Council Overseas Chinese Affairs Office. In order to give full play to the propaganda function of "Qiaobao" mobile client, in 2015, our office reorganized the main laws and regulations concerning overseas Chinese, and sorted out 23 overseas Chinese-related issues and filing caliber.

　　2. The publication "Research on Overseas Chinese Affairs". The guiding periodical of overseas Chinese affairs, bimonthly, regularly publishes the principles, policies and information concerning overseas Chinese affairs, and at the same time edits the "policy question and answer" column to do a good job in publicizing and interpreting the laws, regulations and policies concerning overseas Chinese.

　　3 newspapers, radio, television and other news media. Through the release of news articles and other forms, the important work arrangements, work progress and news hotspots of public concern of the Overseas Chinese Affairs Office of the State Council will be made public to the public in a timely manner.

　　4. Weibo, WeChat WeChat official account and other new media. The use of new media communication means, timely and convenient release of government information, and effective communication and interaction with the public.

　　5. Press conference, online interview and TV interview. In 2015, five press conferences and five exclusive interviews with national media or Chinese media at home and abroad were held to announce and explain important information about overseas Chinese affairs to the society in a face-to-face manner, and to make authoritative release and interpretation.

　　6. Other forms. Through the websites of Zhongxin. com, China Chinese Education Network, China Chinese Education Foundation, China Overseas Chinese Merchants Investment Enterprise Association, and the Government Procurement Center of the State Administration of Taxation, the offices and directly affiliated units will actively announce the important news and hot issues of overseas Chinese to the society in time and respond to public concerns and inquiries.

　　Three, according to the application of government information disclosure

　　In 2015, our office accepted 3 applications for government information disclosure, and responded in a timely manner according to the relevant provisions of the Regulations.

　　Iv. Fees and waivers

　　In 2015, there were no related fees and reductions in the government information disclosure work of our office.

　　V. Application for administrative reconsideration and filing of administrative proceedings

　　In 2015, there were no administrative reconsideration or administrative litigation cases caused by the disclosure of government information.

　　Six, the main problems and improvement measures

　　In 2015, while actively promoting the work of government information disclosure, we are also clearly aware that there are still weak links, mainly in the awareness of government officials to strengthen government information disclosure needs to be further enhanced, the government information disclosure mechanism needs to be further improved, and the construction of Internet government information data service platform and convenience service platform needs to be further promoted.

　　In 2016, my office will focus on strengthening and improving the disclosure of government information from the following aspects:

　　(A) to strengthen publicity and education, and further enhance the awareness of active publicity.

　　Under the overall promotion of the leading group for opening government affairs, we will conscientiously implement the "Regulations" and the "Implementation Measures for the Regulations on Opening Government Information" of our office, increase publicity efforts, and strive to create a good atmosphere for opening government information. Conduct government information disclosure training in a timely manner to further enhance the awareness of government officials on the importance of doing a good job in government information disclosure. Actively sum up and promote the advanced experience of various departments in the work of government information disclosure, effectively put the government information disclosure on the important work agenda of their own departments and units through demonstration and typical promotion, and turn the initiative to disclose non-confidential work information into the conscious action of every cadre.

　　(two) efforts to deepen the public content, to further improve the level of service to the public.

　　It is necessary to focus on the work of our office for a period of time, further sort out the hot spots of public concern, large-scale overseas Chinese-related activities, policies and regulations, publish them in a timely manner, and strengthen the readability and attractiveness of government information dissemination. We should actively, timely and accurately release authoritative information on the newly issued overseas Chinese policy and hot issues of concern to overseas Chinese. Strengthen and improve policy interpretation, public questions and answers, online surveys, adopt flexible and effective interactive ways to ask overseas Chinese about their feelings, listen to their voices, solve their worries, accept overseas suggestions and feedback, and narrow the space and psychological distance between overseas Chinese and our office.

　　(3) Scientifically standardize the work system and further improve the information disclosure mechanism.

　　We will continue to explore ways and means to improve spokespersons and media interviews, make full use of new media platforms, and expand public interaction and social service functions. Give full play to the role of the government public information network as the main channel for information disclosure, and make full use of media platforms such as radio, television, newspapers and public news websites to expand the audience for information release. We will continue to play an active role in interpreting important government information such as the principles and policies of overseas Chinese affairs as a national journal for guiding overseas Chinese affairs, and answer questions about overseas Chinese affairs policies and regulations at home and abroad on the basis of the release of overseas Chinese affairs policy theory and work dynamic information.

　　On the basis of continuing to promote all the work, our office plans to further sort out and improve the working mechanism of government information disclosure in 2016. A mature working mechanism is helpful to guide all relevant departments to clarify the responsibility system, urge all departments to improve their work processes in light of their actual work, and further strengthen the organization and implementation of government information disclosure, thus promoting the overall improvement of the level of government information disclosure.

　　(four) continue to use new media technologies to further optimize the information disclosure platform.

　　Taking the rapid development of our "one body and two wings" platform as an opportunity, we will continue to promote the construction of "one body and two wings" platform, strengthen the supporting and promoting role of informatization construction in government information disclosure and overseas Chinese affairs as a whole, conduct in-depth investigation and study around the new requirements, new architecture and new system of information disclosure, constantly explore and improve the transformation and upgrading of network information platform and mobile client, deepen the service and interactive function of informatization platform, strengthen the scientific classification management of each column, increase the number of information release and improve the quality of information disclosure.

　　On March 31st, key projects in the second quarter of 2022 in xiong’an new area, Hebei Province were started. Including 53 projects such as non-capital function relief, infrastructure, public services, marketization and smart cities, with a total investment of 88 billion yuan and an annual planned investment of over 40 billion yuan. It is understood that among the projects started in xiong’an new area in the first half of 2022, most are major projects, including 28 projects with a total investment of over 100 billion yuan.

　　The transportation system of the city of the future has basically taken shape.

　　On April 1, 2017, xiong’an new area was established. In the past five years, from "a blank sheet of paper" to tower cranes, it has entered a critical period to undertake the simultaneous development of Beijing’s non-capital functions and large-scale development and construction. This "city of the future" bearing the Millennium plan has fully opened up the external backbone road network and basically formed the internal backbone road network system; The urban framework is being fully opened and a number of landmark projects are put into use.

　　Millennium plan, traffic first. After five years of construction, xiong’an new area’s traffic has extended in all directions. The interconnected road network provides strong support for the large-scale construction of the new district and the Beijing-Tianjin-Hebei transportation network.

　　Haiyue Street in xiong’an new area is a landscape avenue that runs through xiong’an new area from east to west. The road connects Xiongxian and Zangang to the east and Baoding to the west. At the same time, Haiyue Street is also the "one horizontal" in the northernmost part of the road connected by the "four horizontal and twelve vertical" groups in the starting area of xiong’an new area. The completed Haiyue Street is about 14.7 kilometers long, with six lanes in both directions and a design speed of 60 kilometers per hour. Now, the road project has entered the final stage, and the workers at the scene are working hard on the construction. After the completion of this street, vehicles can directly enter the starting area of xiong’an new area from Jingxiong Expressway.

　　At present, the backbone road network and traffic road network system of xiong’an new area’s inner and outer ring roads have basically taken shape.

　　Zhang Yaodong, General Manager of China Xiong ‘an Group Infrastructure Company:The length of the peripheral link of our traffic is about 90 kilometers, which realizes the comprehensive connection of our Xiong ‘an country park, Rongcheng group, Zangang group and Xiongxian group. The total length of the inner ring road is about 50 kilometers, which realizes the connection between our start-up area, start-up area and high-speed rail area.

　　In terms of external traffic in Xiong ‘an, in May, 2021, the Hebei section of Jingxiong Expressway, the new Rongwu line and the first phase of Jingde Expressway were opened to traffic, marking the comprehensive opening of xiong’an new area’s "four vertical and three horizontal" traffic arteries. Among them, Jingxiong Expressway is also equipped with the first smart high-speed lane in China, which can realize the on-road operation of unmanned buses and networked fleets.

　　In addition, the roadside lampposts of Jingxiong Expressway integrate intelligent devices such as visibility detectors and smart cameras, which can automatically adjust the lighting brightness according to the visibility. At the same time, there is a Intelligent Vehicle Infrastructure Cooperative Systems on the lamppost. With the use of high-precision digital map, it can provide car owners with many services such as vehicle-road communication, high-precision navigation and early warning of confluence area.

　　In terms of external rail transit, on December 27th, 2020, Jingxiong Intercity Railway was put into operation.

　　Liu Dongmei, deputy stationmaster of Xiong ‘an Station of Beijing Railway Depot:Now it takes only 50 minutes from Xiong ‘an Station to Beijing West Railway Station (the fastest) and 19 minutes to Daxing Airport Station. Up to now, the station has transported 840,000 passengers back and forth.

　　In the future, xiong’an new area will become an important highway and rail transit hub.

　　Tian Jinchang, Executive Deputy Director of Hebei xiong’an new area Management Committee:Xiong ‘an Station will form a big hub, and rail transit will connect Beijing, Tianjin, Baoding, Shijiazhuang, Shangqiu and the south area. Xiong ‘an will become an important hub of rail transit in Beijing-Tianjin-Hebei region in the future, and it will also become an important hub of rail transit in northern China.

　　"City parlor" and "wisdom brain" have been stepped up.

　　Rongdong area is the first construction area in xiong’an new area, and it is the first area in the new district to undertake the function of Beijing’s non-capital. At present, there are many buildings built and under construction in Rongdong area, and these building functions have their own emphasis, including living and residential areas and urban functional areas. Some of the buildings in these urban functional areas are "urban living rooms" and some are "urban intelligent brains".

　　In Rongdong District, xiong’an new area, this complex in front of us is the Xiong ‘an Business Service Center, which is known as the "City Meeting Room". It is the first landmark urban complex in Xiong ‘an, and it is a comprehensive park integrating work and residence to undertake the function relief of Beijing’s non-capital and the enterprises that settled in Beijing in advance. There are twelve buildings in the business service center, and the center building, which is "Chinese-oriented, Chinese-western, and ancient-modern", is the exhibition center, and it has gathered many innovative achievements such as green building and intelligence.

　　Zhang Zhongrui, Business Manager of China Xiong ‘an Group Chengfa Company:We make full use of new technologies, combined with spatio-temporal information and big data analysis, to solve the interconnection and sharing of information across formats, buildings, levels and departments in the park.

　　On March 29th, three more buildings with a building area of 200,000 square meters were officially delivered in the Business Service Center. In addition, there are five-star hotels, expert apartments and other buildings, which are undergoing interior decoration and are expected to be completed by the end of June this year. By then, the entire business service center can accommodate more than 20,000 people to work and live here.

　　Next to the Business Service Center, this newly capped building is Xiong ‘an City Computing Center, which is also known as the "wisdom brain" of xiong’an new area.

　　Liu Xin, Deputy General Manager of China Xiong ‘an Group Digital City Technology Co., Ltd.:We will build three cities in xiong’an new area, one on the ground, one underground and one on the cloud. Among them, a city on the cloud is our supercomputing project, providing a steady stream of power.

　　Xiong’an new area’s Urban Supercomputing Cloud Project is the base of Xiong ‘an Smart City. When completed this year, it will provide network, computing and storage services for big data, blockchain and Internet of Things in the whole city.

　　Liu Xin, Deputy General Manager of China Xiong ‘an Group Digital City Technology Co., Ltd.:First of all, it carries the core data of xiong’an new area and some government application systems. It mainly installs sensors in all aspects of municipal administration, roads, bridges and water quality in xiong’an new area. This sensor collects the atmospheric conditions, water quality conditions and the pressure on buildings, and submits them to our data platform to provide some services for government governance.

　　The improvement of water quality in Baiyangdian Lake has entered the ranks of national good lakes.

　　Located in the hinterland of Beijing-Tianjin-Hebei region, Baiyangdian Lake is the largest freshwater lake in North China Plain, and it is also an important ecological water body for the development of xiong’an new area. The former Baiyangdian Lake was seriously polluted. Hebei Province and xiong’an new area have taken various measures and ecological control projects against internal and external pollution.

　　In the past five years, with the cooperation of upstream and downstream, the water quality of Baiyangdian Lake has been continuously improved, and the water quality has reached the standard of Class III of surface water in the whole region from the poor V in the past, and entered the ranks of good lakes in the country.

　　Zhang Yingli, 56, is a native of Dongdiantou Village, Anxin County, xiong’an new area. In the past, like many villagers, he was engaged in aquaculture in Baiyangdian at his doorstep. Three years ago, in order to improve the water quality in the lake area, Anxin county completely cleared the aquaculture in Baiyangdian waters of the county. Since then, Zhang Yingli has changed from an aquaculture farmer to a Baiyangdian cleaner, who is responsible for cleaning up the surface garbage. In recent years, Zhang Yingli has personally felt that this Baiyangdian lake has become clear day by day.

　　Zhang Yingli, a villager from Dongdiantou Village, Anxin County, xiong’an new area:Now the water is clear, the sky is blue, the reeds are green and the lotus flowers are red. This environment is quite beautiful, and I am particularly happy.

　　There are 102 Dianbian villages and Dianzhong villages near Baiyangdian, with a total population of about 245,000. In order to solve the problem of domestic sewage entering the lake, in the past five years, 119 small sewage treatment stations have been built in these 102 Dianzhong villages and Dianbian villages, and the treated water quality has basically reached the Class IV standard of surface water, and then it can be used as resource for greening water and farmland irrigation.

　　Baiyangdian Lake is located at the lower tip of Jiuhe River. In view of the problem of external pollution, all the villages around Baiyangdian Lake and along the upper reaches of the river have fully treated domestic sewage.

　　Zhao Xianwei, Director of Ecological Environment Bureau of xiong’an new area City, Hebei Province:In terms of urban life, all garbage is collected and treated. In industry, more than 13,000 sewage outlets have been banned.

　　The sewage treatment plants in 20 counties and cities of Baoding in the upper reaches of Baiyangdian Lake have all been upgraded, and the discharged water quality has reached the standard of Class IV surface water. At the estuaries of Fuhe River and Xiaoyi River, two large estuarine wetlands have been built, and they have been officially put into operation. Through comprehensive treatment such as pre-sedimentation ecological pond, subsurface wetland and aquatic plant pond, the removal rate of ammonia nitrogen in water has reached 60%.

　　In order to monitor the water quality of Baiyangdian Lake, xiong’an new area applied 5G technology to the field of ecological environment. Xiong’an new area Eco-environment Bureau has set up 16 monitoring points of water quality and environment with 5G technology in Baiyangdian Lake and the river inlet. The monitoring instruments automatically sample and analyze the data, and then send the data back to the eco-environment command center in real time.

　　In the past five years, the area of Baiyangdian Lake has increased from more than 250 square kilometers to more than 370 square kilometers, the largest area in history, and the water quality has continued to improve.

　　Zhao Xianwei, Director of Ecological Environment Bureau of xiong’an new area City, Hebei Province:Ecological dredging has been promoted on a large scale. We use the water from the South-to-North Water Diversion Project, the Yellow River Diversion Project and the water from the upstream reservoir to strengthen the ecological replenishment of Baiyangdian Lake. In the past five years, we have accumulated 3 billion cubic meters of water.

　　Tian Jinchang, Executive Deputy Director of Hebei xiong’an new area Management Committee:Including our project of connecting Baidian and Dianshan, and the project of returning farmland to Dianshan. The water quality of Baiyangdian Lake will be worse than Grade V water in 2017 to Grade III water in 2021. It is necessary to realize the harmony between the city and the lake.

Welcome to Autohome Xianyang Promotion Channel to bring you the latest automotive market trends. Currently, the much-talked-about luxury sedan is running an unprecedented promotion in our city. According to reliable information, car buyers can enjoy a cash profit of up to 30,000 yuan, and the minimum selling price has been reduced to 148,800 yuan, which is very attractive. This is a great opportunity to buy a car that cannot be missed. If you want to seize this offer, please click "Check Car Price" in the quotation form to lock in more specific preferential policies and car purchase details.

[Introduction to the generated appearance]
The exterior design of the Asian Dragon combines elegance and dynamism. The front face is streamlined, the large air intake grille shows the sharp visual impact, and the chrome decorative elements enhance the sense of luxury. The body lines are smooth, the overall style is atmospheric without losing the sporty atmosphere, and the details all show its exquisite craftsmanship and unique design concept.

As an elegant and dynamic sedan, the Asian Dragon has smooth body lines, reaching a length of 4990mm, a width of 1850mm, a height of 1450mm, and a wheelbase of 2870mm, ensuring a spacious and comfortable interior space. The design of the front wheelbase of 1595mm and the rear wheelbase of 1605mm further enhances the stability. The tire size is 215/55 R17, and it is matched with a delicate wheel rim design, which not only enhances the driving performance, but also adds to the visual appeal of the vehicle.

The interior design of the Toyota Asian Dragon highlights the combination of simplicity and practicality. The cockpit adopts a modern technology style, equipped with a 10.25-inch high definition central control screen, the interface is intuitive and easy to operate, providing a rich entertainment and information experience for drivers and passengers. The steering wheel is made of plastic material. Although it is not genuine leather, it pays attention to grip and durability. It has manual up and down + front and rear adjustment functions to adapt to the needs of different drivers. The seat is made of fabric material, which combines comfort and durability. The main seat supports front and rear adjustment, backrest adjustment and high and low adjustment, providing multi-directional ride comfort. The multimedia/charging interface in the passenger area includes Type-C interface, which is convenient for passengers to connect devices and meet daily needs. The front row is equipped with three USB/Type-C ports, while the rear row has two, providing convenience for charging passengers’ electronic devices.

For the Asian Dragon, its 2.0L engine has a power output of 173 horsepower and a maximum torque of 206 N · m. This engine is designed with L4, which can provide stable power support. Matched with a CVT continuously variable transmission (simulated 10th gear), the Asian Dragon shows smooth and efficient performance during driving.

Overall, the Autohome owner’s evaluation of the Asian Dragon is impressive, and the exterior design and visual impact he mentioned undoubtedly add a lot to the model. His praise not only reflects the stylish charm of the Asian Dragon, but also proves that it is a car that can enhance the owner’s sense of identity. Driving the Asian Dragon is undoubtedly an ideal choice to show personal taste and confidence, and people look forward to it.

　　　　　　 CCTV News:In response to the resumption of dialogue between the DPRK and the ROK, the US Permanent Representative to the United Nations Heili No.2 responded strongly that as long as North Korea does not stop its nuclear test, the United States will not recognize the dialogue between North Korea and any country.

　　　　　　 On the same day, Heili also warned that North Korea may test missiles again. Heili said that the report shows that North Korea may be preparing for the next missile test. If this does happen, then the United States must implement more severe measures against North Korea.

　　　　　　 US President Trump 2 also said on social media that "sanctions and" other "pressure measures are beginning to have a major impact on North Korea. North Korea now wants to talk with South Korea for the first time. Maybe it is good news, maybe it is not, and the United States needs to wait and see.

　　　　　　 With the resumption of the Panmunjom hotline, the DPRK changed its previous tough attitude on the peninsula issue, and the DPRK-ROK relations showed a warming trend. However, in its attitude towards the United States, North Korea has not changed at all and remains very tough. Kim Jong-un, the top leader of North Korea, also issued a severe warning to the United States in his New Year message.

　　　　　　 Kim Jong-un said: "The whole United States is within the attack range of our nuclear weapons, and the nuclear weapons button is always on my desk. This is true, not intimidation."

　　　　　　 According to Yonhap News Agency’s analysis, the US is carefully analyzing the intentions contained in the two-sided speech of "dialogue" and "nuclear button" in Kim Jong-un’s speech and observing its changes. In the view of the United States, Kim Jong-un talked about the possibility of dialogue with South Korea in order to alienate South Korea and the United States. He should first observe the trend of dialogue between South Korea and North Korea and calmly respond.

　　　　　　 [Expert analysis] The DPRK and the ROK started substantive contacts.

　　　　　　 We have seen that after the exchange of goodwill, the DPRK and the ROK have started substantive contacts. At present, the two sides have reopened the Panmunjom contact hotline and made a phone call this morning. However, there are great differences between the two sides on the purpose of contact. The DPRK seems to be on the matter and is limited to sending a delegation to participate in the PyeongChang Winter Olympics, but the ROK hopes to start comprehensive talks. How to treat this difference between the DPRK and the ROK? In addition, the United States does not seem to be optimistic about the contacts between the DPRK and the ROK. Why? How will it affect the situation on the Korean peninsula?

Panmunjom (data map)

　　　　　　 He Wenping, a special commentator of CCTV, analyzed that the strategy and goal of the peace talks between the DPRK and the ROK are inconsistent. On the one hand, North Korea extended an olive branch to show its goodwill and intention to ease relations to the international community, on the other hand, North Korea hoped to ease the increasingly severe sanctions through these measures. At the same time, we can see that North Korea has adopted a strategy of taking small steps, and does not want to make big strides in one step. For South Korea, what South Korea is most concerned about is the issue of "harmony", that is, solving the nuclear issue on the peninsula.

　　　　　　 He Wenping said that what is different from South Korea’s particularly positive attitude is the attitude of the United States, which is still very tough. The main reason is that the United States is dissatisfied with North Korea’s sudden initiative in grasping the situation on the peninsula, while the South Korean side is very active. Therefore, the tension on the Korean peninsula is only temporarily eased. After the PyeongChang Winter Olympics, if the United States continues to conduct joint military exercises with South Korea and North Korea continues to conduct nuclear tests, the situation on the peninsula is likely to heat up again after the Winter Olympics.

Seeing that a new month is coming, a new wave of dramas are also coming together to meet you. From April 28th, the urban light comedy "The Covenant of a New House" (formerly known as "The Ideal House"), which focuses on the theme of family decoration, will land on a set of prime time in CCTV.

This TV series, starring Angel, Pan Yueming and other well-known actors, tells the story of the manager of a small decoration company. Because he was too tolerant of his own family, he had to join a large decoration company and become a project manager. As a result, he got together with the talented designer Chen Xi. The story of the two people from being unhappy with each other to gradually recognizing each other and being fond of each other is a typical tell it to the judge urban light comedy routine.

In the preview, the hero and heroine held each other’s words, and the two men pointed their fingers at each other and did not give in at all. It was very lively for you to come and go. Originally, after such a preview was broadcast, everyone’s focus should be on the relaxed and humorous jokes brought by this urban light comedy. However, many netizens have said: Pan Yueming, please pay attention to your body management! How can such a beautiful metropolis beauty in Angel have a crush on you? What does she want from you?

Search related topics with netizens’ voices, and you will find that Pan Yueming has been struggling to lose weight for a long time.

Pan Yueming’s last work, Yunnan Worm Valley, was discussed endlessly. Pan Yueming plays Hu Bayi in "Yunnan Worm Valley", which is also called "Ghost Blowing Lights". As a retired soldier who has been in the army for many years, even if he is neglected in body management after quitting the army, he will not form a "Wang Pangzi".

Because the Hu Bayi that Pan Yueming gave to everyone made the original fans go wild, the voice of spitting on the Internet was boiling against the sky. Pan Yueming, the original actor himself, deeply realized his own problems at the first time, and also reflected on this mistake. He not only apologized to everyone, but also began to lose weight seriously. He often shared his weight loss trends in Weibo.

However, just in March, Pan Yueming shared that he couldn’t help it at the Weibo, and rewarded himself with a round braised egg and the fat of the oil flower, which was sandwiched in a cake that looked very soft in Huang Chengcheng. The netizen felt angry and funny after seeing it. He was angry that he failed to manage his body, and funny that he looked like himself when he failed to lose weight.

At this time, someone stood up and said, don’t all stars like to use fitness coaches? They are so rich, it should be easy to ask one or two people to teach them how to manage their bodies, right? This trick is not unheard of by Pan Yueming. In the interview, he said frankly that he used several fitness instructors, but it didn’t help him. He even took several fitness instructors to the ditch and suddenly fattened them up.

Losing weight again and again, and failing again and again, this is not without reason.

First of all, it is Pan Yueming’s occupation itself.

Different from many other middle-aged male stars, they can get rid of fat casually, either because they have a good innate foundation or they learned to sing and dance as idols when they were young. Pan Yueming didn’t have this foundation. He couldn’t sing or dance. He didn’t become an idol or love beans. When I was young, I didn’t know what body management was. My small face was round and developed at will, and it became what it is now.

Of course, on the other hand, more importantly, even if he still has his works and fans to give him the bottom, he dares to be so reckless.

Pan Yueming’s road in the entertainment circle is not smooth sailing. In his early years, everyone laughed at him for being a cream-skinned kid. After he got married, "meeting someone who is not suitable" was hit by a rake, and his reputation fell to the bottom. I thought that the career of the entertainment circle was over, but who knows that he came back with a "White Night Chasing Murder". Only then did everyone realize that we missed a treasure actor.

Then, looking back at Pan Yueming’s early works, it seems that they are all of good quality, and he can successfully show the expression and appearance that the role should have. The works such as "Longling Cave", which continued to exert its strength, made many new fans start to fall in love with Pan Yueming. Even regardless of these works in which Pan Yueming became the leading actor, which audience recognized him in "detective chinatown I" filmed midway? The highest requirement of a good actor is to make the audience not recognize you or you. Therefore, with so many confident works in my pocket, and fans believing that strength is paramount, the matter of face value can be put aside, so Pan Yueming is not so strict about his body management.

It is one thing to lose weight with confidence, but one of the professional requirements of actors is to manage their appearance strictly. I believe that if Pan Yueming is serious about being an actor as his lifelong career, he will seriously lose weight. It is the result, which needs further research.

Recently, the entire overseas beauty circle is talking about the Rhode brand lip balm mobile phone case; Just two weeks ago, the makeup brand Rare Beauty launched a dog toy.

-This is just the category expansion of two overseas "It" brands this spring.

No matter whether the outside world thinks that this is just a short-lived marketing or the influence of online celebrity stars, more and more beauty brands are beginning to break the circle by category, realizing the sound volume and sales volume.

It seems that beauty is no longer a "proposition composition" that only specifies elements such as "make-up, skin care and fragrance", but a "stage" that can be arbitrarily decorated by fashion, trends, cultural symbols and consumer preferences. On the stage, the core actors can still be beauty categories, but the subtle brand atmosphere and the brand content supplement are all completed by category expansion and wall breaking.

It seems that the imagination of beauty is outside the category of beauty.

01

Be a beauty brand

Start jumping out of the beauty box.

In June 2022, model and online celebrity Haley Bieber founded the skin care brand Rhode, focusing on science, minimalism and truth. Only one year after the brand was founded, the polypeptide lip balm sold more than one million pieces, contributing 16 million US dollars (about 116 million yuan) in sales.

Just in February of this year, Rhode innovatively introduced a mobile phone case that can accommodate a lip balm on the back cover. "Lipstick shell" costs $35, and lip gloss needs to be purchased separately. It is suitable for iPhone 14 and iPhone 15 and their respective Pro versions. This mobile phone case immediately became a "phenomenal" explosive product that swept the Internet, and the first batch was exhausted in 25 minutes.

The popularity continues to spread, and not only is the "mobile phone shell card everything" popular on the Internet, but the explosion has also attracted brands such as luxury car Porsche and food giant Heinz to launch car key shells and ketchup shells.

　

The dog toy with makeup Rare Beauty is another story about sustainable development.

The launch of this dog toy coincides with the International Pet Day on April 11th, and the second is to celebrate that the brand has just obtained the certification of the international leading cruel organization "Leaping Bunny". Toys are based on the brand’s explosive items, liquid blush and mascara, and can be disassembled to play interactive games with their owners. Each toy retails for $18 and is only available on the brand’s website.

This is not the first batch of new products of Rare Beauty that are not cosmetics. In September 2023, on the third anniversary of the brand, Rare Beauty launched a limited edition comfortable hoodie and sweatpants. This is the brand’s first formal clothing category. Later, Rare Beauty developed and sold a series of bags, including backpacks, fluffy totes, cosmetic bags and toiletries related to the brand culture, as well as versatile clothing items such as short sleeves and baseball caps.

More than that, more beauty brands began to step out of the beauty category.

One of the best brands is Glossier, one of the hottest makeup brands in America. As early as 2019, the brand launched the "GlossiWear" series. In the presence of many celebrities and online celebrity, a pink hoodie became a phenomenal explosion at that time. Once it was launched, it was immediately sold out, and more than 10,000 people lined up on the waiting list for goods that month.

In addition to permanent products such as hoodies and beauty bags, it also includes limited edition slippers, socks, handbags, key chains and so on. At the end of 2023, Glossier even introduced a pepper grinder (brand You Eau de Parfum perfume contains pepper) and a mini microphone.

Youth To The People ("YTTP"), an American sustainable vegan skin care and lifestyle brand acquired by L ‘Oré al at the end of 2021, directly opened up clothing categories in categories, juxtaposed with skin care and body care, and currently sells baseball caps, sweaters and T-shirts in official website.

In the report "Byredo Pushes High-grade Jewelry, A New Narrative of" Crowd Brand ",it is also mentioned that Byredo, which is known to China consumers for its fragrance, is more than just a fragrance brand. From leather goods and sunglasses to clothing and home, and then to the launch of high-end jewelry series by the end of 2023, Byredo constantly explores beyond categories and breaks the established cognition of beauty brands.

There are many others. Glow Recipe, the most popular K-beauty skin care brand in North America, launched a hair band suit, which also sells sweaters, headscarves, hats, cosmetic bags and skin care diaries. Like Glossier, Glow Recipe also launched a hoodie in the game of Animal Friends. Supergoop, the best-selling niche sunscreen brand of Sephora in North America! Launch a t-shirt; Flesh Beauty, a makeup brand of Revlon Group, launched a necklace; Bei Lingfei, an old-fashioned make-up, has introduced vests, handbags and other products.

Obviously, in the category of beauty brands, the sales of new products are not the focus of the brand, but the resulting attention and social sensation.

After all, cosmetics or skin care products rubbed on the face are usually difficult to identify the brand, but in the millennial generation or the Z generation, exquisite small items such as clothes, hair accessories and mobile phone cases with brand logos shared by selfies can help brands to show their faces to the greatest extent.

02

The new category era of beauty cosmetics

Brand first, then category.

In the past, when we talked about the expansion of beauty categories, we still couldn’t jump out of the circle of "beauty", whether it was the make-up brand that produced skin care or the skin care brand that produced fragrance-categories still revolved around beauty.

This logic is easy to understand. Make-up, skin care and fragrance are traditional beauty categories. The mutual category expansion will not dilute the brand value, and on the basis of the original brand customer base, it can achieve the reach of new consumers with lower cost and faster trial and error. Therefore, it can be seen that whether M·A·C launched the skincare line or Charlotte Tilbury launched the first perfume series, the new category was added without affecting the tonality of the original brand.

In the past many years, the shelf thinking of supermarkets or department stores has greatly restricted the brand’s imagination of categories.

In an era when supermarkets, department stores, collective stores and franchise stores are the mainstream of shopping, the logic of shopping is "people look for goods", that is, when they arrive at the store, they can find their favorite goods through slow comparison in the process of shopping. Often, consumers have to go to different floors and different partitions of the store to get what they want. Therefore, there are artificial categories such as fresh food, home, electronics and beauty.

It can be said that the traditional way of selling shelves stipulates the attributes of categories and invisibly locks the boundaries of categories. It allows the founders of traditional beauty brands to first establish the general impression and framework of categories in their minds, and then further build brands around products.

However, at a time when the media environment and consumption habits are different from those in the shelf age, the thinking of brand building must be "brand first, then category".

Nowadays, the shopping channels are extremely prosperous, and the categories of goods are extremely rich. The logic of shopping is "looking for goods" or "people and goods go in both directions". Therefore, how to "find people (let the brand be seen by the target consumers to the maximum extent, and promote the desire to buy), touch people and introduce people to the door" is the key.

When a consumer’s home to buy cosmetics is no longer an offline channel, one thing in his mind is that he will no longer have the impression of offline shelves, and the other is that he will not classify brands in strict accordance with shelf thinking-which also means that these cutting-edge brands born in the era of mobile internet can take brand building as the first priority and are not bound by traditional beauty thinking.

As Marie Suter, deputy creative director of Glossier, once said: "For us, branding is no longer just about labeling something-this is the way of thinking of traditional commodity categories. For those brands that want to bridge the gap between beauty and lifestyle, the product category is gaining new meaning. "

The Rhode brand team also said in an interview that the success of the brand is attributed to "the unconventional beauty background of the founders and the team, which means that they may be more subversive and shape the brand in new ways, including products and marketing." This means that Rhode’s decision does not follow the development path of traditional beauty brands, but is based on market data and consumer insight. The brand has no preconceived concept about "what kind of products should be released".

From the two rows of figurative products listed on the shelves before, they only meet the functional value or experience value; Up to now, through richer online and offline display, exposure and content touch, a "narrative picture" about brand past lives has been constructed in consumers’ minds-beauty may enter a new category era.

03

"Pond" Ecology of Self-built Brand

When the category is given priority, a brand must focus on sales, thinking about how to explode the product; When the brand is given priority, the focus of a brand will not leave sales, but it must be driven by brand building and sales.

If we use natural analogy, the former is more like asking for water from the sky, and the abundance of rain (flow) depends on the sky (platform) for charity; The latter is a self-built small pond ecology. Although it is small, the water source (self-built channel) is stable, the ecology (community) is lively, the residents (fans) are stable and the business is sustainable.

A good brand "pond" ecology needs the following factors:

■ The first is the strong control of sales and publicity channels.

The broken-wall brands mentioned above are almost all DTC beauty brands born online. Compared with traditional brands with thousands of online channels, they can easily deliver all kinds of goods with social media as the tipping point and DTC official website as the sales channel.

"We set our own rhythm. When a large part of your business is carried out through direct channels, and you have spent many years establishing contact with many people, and you have your own’ community’ of the brand, you can launch any product at the time you want and in the way you want. " Ben Gorham, founder of Byredo brand, once said this.

■ The second is the control of consumer demand.

Selling goods is a process, not an end. The purpose of the brand is always to solve the pain points of consumers.

Take the explosion of Rhode’s "lipstick shell" as an example. In many countries in Europe and America, lip balm has become a just-needed product out of love for perfect lip augmentation. Many consumers believe that the design of "Rhode lipstick shell" makes lipstick lovers who rummage through their bags to find it stop being annoyed.

At the same time, with the popularity of the mobile Internet, the explosion of interesting mobile phone case brands such as Casetify and Flaunt is enough to show that the value of mobile phone cases has advanced from practicality and functionality to become an indispensable decorative accessory in the Internet society. The combination of the two accurately cuts the pain points of young people who are keen on the Internet (just the potential customers of Rhode).

The pain point is borderless-even on social media such as Little Red Book and Weibo, the design of "lipstick shell" has almost won overwhelming praise from beauty lovers before Rhode officially entered China.

■ Followed by the construction of community ecology.

Overseas, brands like to talk about the word "community". In China, this word is often translated into "private domain", which has a strong meaning of sales orientation. However, overseas, the word "community" more reflects the brand’s treasure of consumers’ will, and the sense of home that consumers find in the brand.

Lululemon’s operation of the community has been learned by many brands.

Christine Chang, co-founder and CEO of Glow Recipe, once said that the loyal customers of Glow Recipe favored the brand because of the strong "community awareness" of the brand. Loyal fans of the brand firmly believe that they are members of the "Glow" ("Glow" means to glow). They use products, believe in brand value and firmly believe that the brand will get better and better with themselves. Therefore, "wearing sweaters and hats launched by the brand will help to further strengthen the loyalty between themselves and the brand".

■ Finally, the guidance of the brand mission.

For beauty brands, brand spirit is a more metaphysical requirement than brand positioning. It has jumped out of pure business and is influencing consumers, even this society and nature with heavier emotions.

Youth To The People’s launch of clothing is also considered by the brand founders to be a natural thing. "When we launched this brand, it was not just a specific product. As a company, we are thinking about what we can do to embrace all the changes and positive factors that are happening in the world and become a part of it? " In order to implement the brand’s sustainable concept, the brand’s sweatshirt is made of 15 plastic bottles and post-consumption organic cotton (leftover materials from cotton mills or other garment factories).

The brand that breaks the wall of the category hopes to find people who can condense in the brand spirit. "It is easy to find people who like a certain mascara, but are these consumers really connected with the company that makes the mascara? Do they agree with the brand values like their own products? " Marie Suter, deputy creative director of Glossier, said.

It can be seen that with consumers’ consumption demand, spiritual demand, life scene change and interest, cultural preference, etc. as the anchor point, whether it is to launch beauty, clothing, accessories or any products, the purpose is "the same goal", and the ultimate goal is to focus on consumer communication and brand value.

Perhaps in the future, more brands will no longer be beauty brands, but brands that spread beauty.