夜上海 – 第 2 页 – 上海后花园论坛-上海419论坛-夜上海论坛-阿拉爱上海

Avatar 2： the first choice for parent-child viewing on New Year’s Day, with special effects far exceeding Marvel superhero blockbusters.

On December 30th, Avatar: The Way of Water (hereinafter referred to as Avatar 2) exceeded $1.1 billion at the global box office. The film is not only a stunning blockbuster with extraordinary visual effects, but also a family film suitable for parent-child viewing.

The line "Children are our weakness and our armor" has aroused the emotional resonance of countless audiences. In the upcoming New Year’s Day holiday, Avatar 2 will still be the first choice for the audience in major movie markets around the world, including China.

As a super 3D visual blockbuster that James Cameron led the team for thirteen years, Avatar 2 is undoubtedly the biggest attraction to attract the audience with its highly realistic visual effects and amazing imagination.

The Pandora planet in the film not only has the fantastic deep forest, strange mountains and rocks, exotic animals and strange-looking Nami in the first film, but also has a magnificent and thrilling underwater world, magical marine life, giant Tukun and winged sea snakes, which obediently become the mount for Nami on the island reef to swim in the ocean.

Whether it’s the forest or the ocean, the mountain or the island reef on Pandora, the expressions or actions of people and animals, the skin or the hair are vivid and subtle, giving people a strong sense of reality that they are immersive and close at hand.

Near the end of the film, Colonel Miles Quaritch leads the earth people to kill Tukun in the ocean and kidnap Jack’s children as hostages. With the help of Nami on the island reef, Jack and his wife fight to the death, and the scene is particularly intense and wonderful.

Judging from the stunning 3D visual effects production level of the whole film, personally, it is far superior to Marvel Comics and DC superhero blockbusters, which undoubtedly represents the highest film industry level in Hollywood and even the world.

Earlier, Cameron criticized Marvel Comics and DC’s movies more than once, saying that Thanos’s motion capture performance in "The Avengers" series was poor. After watching Avatar 2, I found that this is not Cameron’s arrogance, but the fact is true.

Such a top-level visual special effects presentation comes from Cameron’s rich imagination, creative concept of Excellence, investment in shooting and production, and courage to explore and try advanced film technology.

According to media reports, when filming Avatar 2, Cameron moved a huge water tank with a capacity of 900,000 gallons into the studio to simulate the marine environment and truly present the underwater scene. He also developed a motion capture system for underwater shooting and designed and produced underwater 3D shooting equipment.

Although the plot of Avatar 2 is an old routine of Hollywood commercial blockbusters, and there are some logical problems, it shows a strong concept of family affection, and the golden lines about it are impressive, which has aroused the emotional resonance of countless audiences.

Colonel Miles Quaritch, the villain in the film, kidnapped Jack and his wife’s children three times to coerce and force them to submit. Even when the earth people who drive fishing boats hunt Tukun, they also take this despicable means to kill the pregnant Tukun mother.

I have to say,These earthlings are really bad, and they know that "children are the soft underbelly" is not only applicable to animals like humans and Tukun, but also beyond national boundaries and planetary boundaries.

At the end, the child rescued his parents from the underwater shipwreck, so the hero Jack said with emotion, "Children are our weakness and our armor." This Chinese translation line is ingeniously borrowed, which can be called an ingenious translation, and has aroused the emotional resonance of thousands of audiences in Qian Qian.

In addition, "the family will be together!" Other lines about family and affection in films such as "Being a father means protecting your family" also left a deep impression on the audience.

These plots and lines make Avatar 2 not only a stunning blockbuster with extraordinary visual effects, but also a family film suitable for the whole family, and it is the first choice for parents and children to watch movies during the New Year holiday.

According to the Guangzhou Daily reported on December 27th, the proportion of family viewing and parent-child viewing in the audience group of Avatar 2 continued to increase, and "giving children a valuable growing memory" was recognized by many parents and audiences.

Since Avatar 2 was released in the world’s major film markets on December 16th, its global box office of 434.5 million dollars in the first weekend, although it was lower than expected before the release, it still set a new box office record for James Cameron’s films in the same period.

Since then, the box office trend of the film is similar to Titanic and Avatar directed by Cameron, showing strong stamina and being another long-distance runner in the global film market.

According to foreign media reports, Disney, the producer of Avatar 2, predicts that the North American box office of the film is expected to be close to 400 million US dollars by the end of 2022, while the cumulative box office of Avatar in North America at the end of 2009 was 352 million US dollars.

On December 28th, the global box office of Avatar 2 exceeded US$ 1 billion, which was not only faster than that of North America, but also faster than some movie market observers predicted.

For this reason, the New Year’s Day holiday will be a good time for the parents of "Yangkang" in China to take their "soft spots" and go into the cinema to watch Avatar 2. Don’t miss the remaining 20 days.

In the ＂turning point year＂ in 2023, the beauty industry has these major trends.

Winston Churchill once said, "Never waste a crisis", because there are endless possibilities hidden in the crisis.

With the full opening of epidemic control in the whole country, people’s lives have taken on a new look: they exposed themselves at the first time when they were yang, and exchanged virus strains with their patients. Those who were yang-free or worried everywhere, or suffered from "phantom yang syndrome". When the whole people are talking about the new meanings of Yang Guo, Yang Kang and Wang Zhongyang, and using "Baojuan" and Yang Di to create stalks, the trend of ion ironing in COVID-19 is wildly lifted, and "lying flat" has almost become the first priority in life.

In this process, we saw that pharmaceutical companies made a fortune, and the prices of masks and antigens soared. However, there is another point that can’t be ignored in the isolated economy. Skin care products and masks also ushered in short-term dividends, and the emotional value hidden behind the "face value economy" has been seen by more and more people …

2023 is destined to be a "turning point year". As far as the beauty industry is concerned, what kind of trend will it show?

Trend 1: The market scale is advanced to the first cosmetics market in the world.

China has already developed into the second largest cosmetics market in the world after the United States. According to "Blue Book of Cosmetics Industry: China Cosmetics Industry Research Report (2022)", the scale of cosmetics market in China is expected to reach 540 billion yuan in 2025. Thanks to the upgrading of consumption and the large base of cosmetics consumers in China, China will become the largest cosmetics market in the world by then. According to the research and forecast of Goldman Sachs, the scale of China’s cosmetics consumption market has ranked first in the world, and it is estimated that its scale will increase to 145 billion US dollars in 2025, twice that of 2019, with an average compound annual growth rate of 11%.

Previously, due to the repeated epidemic and the pressure on the global environment, the beauty industry was hit hard, but what we can still see is that the beauty consumption market in China has obviously picked up. Under this momentum, the beauty market in 2023 will usher in new development opportunities.

Trend 2: Beauty consumption has fully recovered from the demand side and the supply side.

Although the environment is difficult, the demand for beauty consumption has never been muted. In 2023, the overall beauty consumption will show a trend of "first restraining and then promoting". After the national liberalization signal started, the impact of the infection peak made the consumption scene seriously missing, and both online and offline were temporarily paralyzed and stopped. At the same time, the decrease of residents’ income also greatly suppressed people’s consumption confidence and desire. When the epidemic subsides, people’s consumption mentality will be restored for a period of time. It is estimated that by the second half of 2023, the overall economic vitality and beauty consumption will usher in a comprehensive recovery.

It is reported that the total retail sales of consumer goods in China will increase by 11% in 2023, reaching 50 trillion yuan. It can be said that consumption will become the main driving force for GDP growth in 2023, and creating new demand through supply-side structural reform has become the top priority. It is reported that the central government has put the restoration and expansion of consumption in a priority position, and through a series of positive and effective policy combination boxing, it will reverse social expectations and boost market confidence, and beauty consumption will also usher in market dividends.

Trend 3: Beauty products continue to "roll efficacy" and "roll research and development"

With the blessing of social media and personal network, it is more and more convenient for people to obtain product information, which also makes consumers more rational in their choices. Many "component parties" are even familiar with the basic formula and efficacy features of products. As a result, the brand pursues the concept of "products are king" and begins to increase its research and development, aiming to compete from the trend of safety, naturalness and efficacy.

As can be seen, the R&D expenditure of international giants is frequently up to 1 billion yuan, and in recent years, China has continuously increased its investment in R&D innovation, such as Estee Lauder, Shiseido, L ‘Oreal, Unilever and Kao. Meanwhile, the investment of local brands in R&D and the number of patents have also increased considerably, especially the R&D ideas from medicine to cosmetics have risen rapidly, such as the rapid development of Huaxi biology, and the technology related to dermatology in the big health track has attracted much attention. Maintaining the micro-ecological balance of skin has also become a new idea for soothing and repairing.

Trend 4: Domestic brands may gradually replace international brands.

The strong growth of China market makes international brands fight back crazily. According to the Jost Sullivan report, in 2021, the top five participants in China cosmetics market accounted for 21.9% of the market share, all of which were international cosmetics groups. At the same time, however, the drastic changes in the China market have also led to the departure of Revlon, while the momentum of domestic brands with local genes cannot be underestimated. In 2021, the proportion of domestic products in cosmetics industry in China is 47.2%, compared with 82.4%, 71.7%, 71.6% and 54.1% in South Korea, Western Europe, Japan and the United States, there is still much room for domestic brands in China to grow.

At present, the government’s favorable policies are being actively promoted. Only Shanghai will strive to reach the scale of 300 billion yuan in 2023, and want to build 10 leading enterprises with revenues exceeding 5 billion yuan and have 3-5 leading brands going international; The consumer side is also constantly welcoming new opportunities in the promotion of national pride. It is reported that domestic products are especially favored by young consumers; Brand-end market competitiveness is rising, and companies including Polaiya, Betani, Aimeike, Huaxi Bio and Shangmei have successively succeeded in IPO. By focusing on enhancing the scientific and technological content of products, domestic products are gradually narrowing the gap with international brands. It can be said with certainty that domestic brands will replace international brands in the future.

Trend 5: The supply chain side is increasingly inclined to "autonomy" in research and development.

Today’s beauty supply chain has entered an era of highly centralized and efficient operation. It is no exaggeration to say that the brand may only need to spend one day in Guangzhou Meibo City from the selection of raw materials, bottles, packaging to logistics, and the high gross profit margin of 70%-80% or even 90%, the low threshold of starting from 100 small-scale factories and starting from 1000 large-scale factories, has attracted many enterprises to cross the border, and many unknown brands have even already obtained financing.

However, the more intense the competition, the more likely it is for enterprises with real strength to break through in the long run. It can be seen that the establishment of exclusive raw materials such as Bose, Schizoyeast and Pitera has made L ‘Oré al, Estee Lauder, SK-II and other brands build technological barriers, so domestic products have made efforts in basic research for patented raw material formulas. Hua Xizi poached Li Huiliang, Polaiya introduced Wei Xiaolan, Huanya invited Pan Zhi, and major chief scientists were snapped up by enterprises. At the same time, the problem of raw materials "getting stuck in the neck" is becoming more and more serious. At present, almost all raw materials in cosmetics manufacturing warehouses are imported, and surfactants, emulsifiers and thickeners are imported. Therefore, many people in the industry call for independent research and development of domestic raw materials to be put on the agenda.

Trend 6: Brand marketing needs to pay more attention to emotional value output.

There are many people entering the beauty market, low-end products are caught in a price war, and the consumption upgrading trend of rational consumers is becoming more and more obvious. It is worth mentioning that the boosting effect of emotional value behind the "Yan-value economy" has become increasingly prominent. In the past, people mostly consumed in kind, while products solved the substantive needs of consumers. With the continuous growth of the middle class, more and more consumers began to pursue the enjoyment of spiritual culture and service level, which is the strong added value that brands want to pursue.

On the premise of improving product quality, the brand’s marketing focus began to focus on people’s yearning for a better life, creating new demands from the dimensions of innovation, personalization, differentiation and diversification, and sprouting new consumption growth points, which is also the password for the brand to develop to the high end or broaden the long tail market. The responsibility of sustainable development is not only borne by consumers, but also requires companies to take more practical actions to alleviate climate change and other issues.

Trend 7: Channel scenarios call for online and offline integration.

For beauty brands, the grasp of channel resources is also particularly important. At present, the traditional channels are still dominated by international brands, but the emergence of THE COLORIST colorist, Plum Blossom, etc. has not only opened up new possibilities for offline beauty retailers, but also opened a fast channel for the development of new brands. In addition, due to the lack of offline scenes during the epidemic period, offline consumption has gradually shifted to online, especially "online live broadcast" has become a life raft for many brands and stores.

Nowadays, more and more brands and channel providers realize that the two-way collaborative mode of online plus e-commerce, social media marketing and offline enhanced experience service will be the general trend. The production of online grass planting content catalyzes consumers’ demands for skin care, and also forms an itch demand for mastering makeup artist. The strong experience and quick advantage of offline is the key to accurately identify the pain points of consumption immediately and realize the physical expansion of beauty consumption happiness.

Trend 8: Tighter supervision and sustainable concept help the benign development of the industry.

The introduction of new regulations on cosmetics has made the industry threshold constantly improve, such as the implementation of raw material registration and filing system, the submission of raw material safety information, the extension of supervision scope to the upstream, and the encouragement of raw material innovation; At the foundry level, the person in charge of quality and safety is set up to strengthen the management of the whole production process, and at the same time, the main responsibility is further clarified, the compliance cost is increased, and the binding relationship between the foundry and the brand end is deep; For the brand side, the efficacy evaluation requirements were implemented, which increased the compliance cost of enterprises, extended the new cycle and raised the filing threshold.

For consumers, the sustainability of beauty cosmetics has become more tangible. Whether it is the popularity of pure beauty cosmetics, the degradable or reusable packaging materials, or the practice of corporate social responsibility, it is becoming one of the important indicators for consumers to choose brands, and it is also a key link to enhance brand and product loyalty.

Summary: The real post-epidemic era has arrived. With the optimization and adjustment of epidemic prevention measures in various places, the social panic and discrimination against Covid-19 have been greatly reduced. But objectively speaking, there are still many people who have certain cognitive inertia, so they should do a good job in psychological construction when they see the "two bars" on antigens.

Perhaps at this stage, beauty companies are still "doing their best, listening to destiny", but this does not mean "putting it down". While tightening the string of epidemic prevention, the beauty industry is looking forward to a more orderly development atmosphere and consumption environment. In your opinion, what trends will the beauty industry show? Welcome to add ~

Analysis of the whole chain of private domain operation in beauty industry

With the in-depth development and expansion of channels, beauty consumer groups promote the rapid development of beauty industry, and multiple factors affect the development of beauty industry. How should the beauty industry seize the private dividend and promote its better development? The author summarizes some methods, hoping to help you.

With the diversification and in-depth development of sales channels, the consumer groups of beauty brands continue to expand, and multiple factors jointly promote the sustained and rapid development of the beauty industry. As a beauty brand with the highest degree of private domain matching, how to seize the private domain development dividend, break through the growth bottleneck and realize rapid growth?

Now, the beauty industry faces many problems and challenges in private domain operation. Merchants will face three stages in the process of private domain operation: construction stage, growth stage and maturity stage, and each stage will encounter relatively core problems.

First of all, during the construction period, there is a lack of standard operating tools and operating methodology.

Brand is in the exploration period of private domain construction, and it is in the acceptance and learning stage for concepts such as applet, community operation and data management. Secondly, there are many kinds of private domain tools in the market, and merchants are dazzled when choosing, so it is difficult to choose tools that suit their own brands.

Secondly, in the growth period, private domain operations are separated from each other, making it difficult to form a benign closed loop.

Brand private domain has many contacts, such as small program mall, enterprise micro, community, offline shopping guide and store mall, but they can’t get through and cooperate effectively.

Finally, in the mature period, there is a bottleneck in the stock operation, and it is difficult to tap the effective increment.

The brand has successfully accumulated some effective experience, but with the decline of incremental dividends, the traffic is gradually lacking, and the "extensive operation" has a growth bottleneck.

Turning to the current private domain development trend of the beauty industry, it mainly presents the following points:

According to the data compiled by EROMONITOR Prospective Industry Research Institute, among the changes in the proportion of major sales channels in China cosmetics industry (unit%) from 2015 to 2021, the proportion of e-commerce channels has increased rapidly year by year.

In the penetration rate of Tmall TOP100 beauty brand applet mall, 79% of beauty brands have their own applet malls.

Several well-known brands: Maybelline gradually withdrew from the Shangchao department store channel in 2018, only retaining brand boutiques and developing in parallel with online channels; In August, 2020, Vichy built the first O+O (online and offline integration channel) operation center in China. After consumers completed skin testing and product trial in the store, they placed orders in small programs. All major beauty brands in the industry began to increase their efforts to lay out online channels in 2020.

It can be seen that the brand is not only trying a new integration of online and offline, but also trying to expand more attempts including private domain.

According to the brand database data of Quest Mobile Truth Brand in September, 2021, compared with typical consumer industries such as food and beverage, household appliances, mother and baby, the scale of private users in the beauty industry after weight reduction still ranks first.

In the investigation of Tmall Top100 beauty brands in the growth black box in 2020, we can see that there are over 20% beauty brands, and their private domain sales account for nearly 25% of the total e-commerce volume (the proportion of private domain sales of beauty = private domain sales/omni-channel sales of e-commerce).

Therefore, beauty brands should pay attention to the development of private domain while developing their business, and at the same time pay attention to the potential and opportunities of customers’ deep exploration.

In fact, the brand private domain is not an additional single sales channel, but a secondary undertaking of the brand’s existing global channel passenger flow and advertising traffic. On the basis of not raising the marketing cost, it can effectively undertake the brand global channels and users reached by advertisements, and realize the precipitation and long-term transformation of user assets and brand data assets.

In the initial stage, the private domain investment of the brand is small, and the input-output is not obvious. With the introduction of drainage and fission, the scale of private domain grows rapidly and its complexity increases. At this time, the brand is exploring a suitable private domain model, and the net income (output MINUS input) presents a high negative value.

However, with the maturity of brand private domain operation, the scale of private domain has entered a stable period, the cost of innovation and operation has begun to decrease, and the customer repurchase rate (the average monthly repurchase rate in the beauty industry is 10-15%) and LTV(life time value Life Cycle Value) are also increasing. The net income is gradually improved, moving towards breakeven and creating long-term compound interest.

Therefore, by settling the private domain of brands, brands can get higher profits, and users can also get a more direct and better shopping experience.

With the development of private domain operation in beauty industry, six typical private domain operation models can be sorted out.

1. Multi-positioning promotion type: a number of small programs with different positioning, with sales promotion as the main operating mode.

Representative brands: Perfect Diary, Polaiya, Ou Shiman, etc.

Taking Perfect Diary as an example, the brand has 20+ WeChat official account with different positioning and 10+ small program malls with different positioning, which cooperate with the daily member day +bigday activities to achieve continuous promotion and transformation.

Representative brands: Lin Qingxuan, herborist and Estee Lauder.

Take Lin Qingxuan as an example, get through every contact of WeChat Ecology to drain the live broadcast room and insist on daily broadcast. By constantly trying various links and ways to transform live drainage, we found the most suitable mode for Lin Qingxuan. Moreover, the store shopping guide resources are fully mobilized, and the 3000+ store community shares the live video number.

Representative brands: Guanxia, Huaxizi, HFP, etc.

Seize the beauty component party as the core user of the brand, constantly polish the content of WeChat official account, and finally achieve the reading volume of 600,000-100,000 articles. At the same time, the brand community is operated in the applet, and users are guided to participate in sharing through official topics and activities.

Pay attention to the brand experience of users in the private domain, and guide users to complete the continuous punching of the first purchase and cultivate the habit of re-purchase through the combination boxing of exclusive gifts for newcomers, members’ trial use, sign-in courtesy (customized periphery) and limited spike by members.

Representative brands: shanghai jahwa, etc.

From the offline ordering mode to the online cloud store ordering, the efficiency of goods circulation has been greatly improved; And through policy planning, training and teaching, we will make every effort to build a benchmark store, effectively improve the sales of dealers’ cloud stores, realize the annual sales rate in ninety-seven percent, and at the same time, the headquarters will empower dealers to operate cloud stores and transform live broadcasts.

Representative brands: Sephora, Afu and so on.

Taking Sephora as an example, the SmartBA project was launched in June 2020, which systematically promoted BA from top to bottom. Through corporate WeChat, consumers are guided to enter the private domain of brands, and every "beauty consultant" is empowered by numbers. With their professionalism and aesthetic vision, they will continue to provide consumers with professional 1V1 personalized services and online extension services in the private domain community, which will eventually drive online and offline business growth.

6. Feedback to the public domain: the mall not only carries the purpose of sales transformation, but also uses user research and data analysis to guide product development in the opposite direction.

Representative brands: L ‘Oré al, Elizabeth, Ya Dun, etc.

Taking L ‘Oré al as an example, in 2018, it has started to build technical applications such as SCRM and CDP. The brand uses the accumulated data for user value analysis, and adapts and develops products according to different people and regions. L ‘Oré al is the first brand in the industry to achieve C2B innovation. It took 59 days to tap the demands of thousands of consumers aged 18-30 for "ideal cream", and quickly put into research and development and launched a zero-point cream, which sold 100,000 pieces on the day of listing.

Self-test operation mode interactive test

First of all, if you are a newly created beauty brand or want to try to upgrade the brand and expand the beauty private domain business, then the first step is to think about the private domain organizational structure and operation team building.

Regarding the organizational structure of private domain and the construction of operation team, there are generally the following four modes. Brand merchants can choose which organizational structure to build according to the comprehensive evaluation of the advantages and disadvantages of each model.

Secondly, when preparing for private domain operation after the team is formed, it is necessary to consider the whole link process from traffic to retention and then to sales.

The first step is to plant grass in the commons. Establish brand awareness in the public domain through explosive products, and then conduct global drainage to the private domain through e-commerce/live broadcast, store activities /BA live code, and small red book planting.

The second step is to raise grass in private areas. In the private domain, we will deepen users’ three-dimensional cognition and preference for the brand through various operating means such as enterprise micro-customer service, WeChat official account, community and video number.

The third step is to pull weeds in private areas. Finally, private domain can be realized through mall+live broadcast+member marketing.

What needs to be emphasized here is that the beauty industry has a very typical marketing model: live broadcast with goods. This interactive marketing model with goods is a growth weapon for beauty businesses. According to C2CC Media’s "Private Domain Operation & Status of Beauty Live E-commerce", 70.9% of beauty companies have chosen live broadcast to bring goods.

With the advent of the "self-broadcasting era" of merchants, the live broadcast of video number based on WeChat ecology combined with enterprise WeChat can break the traditional live broadcast barrier and connect the live broadcast with community, WeChat official account, applets and other links in series. In the whole process before, during and after the live broadcast, a complete closed-loop transaction of drainage-conversion-repurchase is constructed to carry out refined operation, thus helping beauty brands to sell goods in private domain and realize sales growth.

Taking the live broadcast of "Lin Qingxuan" private domain video number as an example, with the help of video number operation+mall operation+community operation+advertising operation, the GMV of the live broadcast increased by 570% in four months. The highlights of its live broadcast operation are as follows:

With the help of friends’ circle advertising, the live broadcast is drained, and the big data orientation ability of WeChat advertising is used to lock the brand target customers, effectively shortening the grass planting path and introducing traffic to the live broadcast room.

Fully mobilize Lin Qingxuan’s shopping guide resources, and warm up the live broadcast room by sending skin care knowledge, giving coupons by interactive question and answer, and interacting with red envelopes.

In the live broadcast, on the one hand, by setting up an order lottery activity, the interaction enthusiasm of users in the live broadcast room is enhanced, and the length of stay of users in the live broadcast room is increased; In addition, in the product selection strategy, focus on mature female customers aged 30 -50, and cooperate with drainage products to comprehensively improve GMV.

With the higher offline costs and the fading of the e-commerce dividend period, the beauty industry has moved from "flow" to "retention". For the beauty industry where quality and experience are paramount, private domain operation plays a vital role in the brand omni-channel strategy. It is the key to improve the performance growth to realize the refined operation of users and enhance the loyalty of users through the layout of private domains.

Based on the increasingly mature and diversified private domain gameplay, beauty brands can control traffic, user assets and transactions in "private land", maximize the full-time global advantages of public-private domain linkage, and finally promote the brand and benefit with a complete and efficient private domain marketing closed loop.

This article was originally published by @ Xiao Y’s operating notes. Everyone is a product manager. Reprinting is prohibited without permission.

The title map comes from Unsplash and is based on CC0 protocol.

This article only represents the author himself, and everyone is a product manager. The platform only provides information storage space services.

Football —— A Young Soccer Player in Daliangshan

In 2021, in order to fully implement the spirit of the State Council and the State Sports General Administration’s sports poverty alleviation project and carry out the "integration of sports and education" in depth, Sichuan Sports Vocational College and Luzhou Education and Sports Bureau reached a cooperation to select athletes of 2011 and 2012 age groups from all over the province to concentrate on learning and training, with the goal of competing in the 16th National Games (2029), and select and reserve outstanding reserve talents. More than a dozen teenagers from Liangshan Yi Autonomous Prefecture, such as Shebu Yaoba Guimo, Jin Guikun and Lap Molaza, came to Luzhou Tianli Chunyu School after selection and became the reserve force of U18 football team in the 16th National Games of Sichuan Province.

Their Luzhou Tianli Chunyu School provides all-round life, study and training guarantee for young players. The school has a separate class for the team, and the players enjoy the same teaching resources as other students in the school; And according to the configuration of professional football teams, men’s and women’s teams are each equipped with a head coach, two assistant coaches, a goalkeeper coach, a team doctor and two full-time life teachers.

Chen Hua, head coach of the women’s team, said that although the young players from Daliangshan had a weak foundation when they first arrived, they did not admit defeat and trained very hard. After two years of scientific training and accumulated competition experience, these children have greatly improved their psychological quality, tactical skills and teamwork, and have grown into the main force of the team.

In the U12 group match of "Hope Cup" football match held in China Football Association’s Women’s Youth Training Center in April, Sichuan team won two wins, one draw and one loss, and Shebu Yaoku Mo won the title of "excellent player" in the match with Guangdong team. After the game, she wrote in her composition: "I will continue to cheer, join the national team, play well and win glory for my country!" "

From 2021 to 2029, from teenagers to young people, from teenagers from mountains to football players, their future can be expected. Come on, big Liangshan football teenager!

19 young players from Liangshan Yi Autonomous Prefecture took photos at the football field of Luzhou Tianli Chunyu School (photo taken on May 12).