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If online celebrity’s beauty cosmetics want to develop sustainably, it has to enter the real stage of industrialization, specialization and capitalization competition.

Online celebrity beauty brands, which are in the limelight, will eventually return to the essence of beauty business.

According to the latest news of new york Post, after American cosmetics retailer Ulta Beauty became the exclusive cooperative retailer of Kylie Cosmetics, a reality show star, in November last year, its sales in Ulta Beauty were not satisfactory. According to Rakuten, a website that tracks online shopping, about 60% of consumers who bought Kylie Cosmetics only bought the brand once from June 2016 to May 2019, and almost all consumers who tried to buy Kylie Cosmetics products in recent months had no repurchase plan.

Rakuten, a subsidiary of the Japanese Internet service company of the same name, has 1.5 million online consumption records. However, since Rakuten did not track the physical store of Ulta Beauty, the data only reflected the online sales of Kylie Cosmetics.

Kylie Cosmetics’ revenue peaked in November 2016, the year after the first product was launched. The Kyshadow suit sold out quickly in less than 60 seconds when it debuted in August 2016. In February 2016, the lipstick set released by Kylie Cosmetics was auctioned on eBay, and even ended the auction for $225, which is almost 10 times the original price of $29.

Kylie Cosmetics helped Kylie Jenner break through $1 billion.

According to the latest statistics of Forbes, with the great success of Kylie Cosmetics, Kylie Jenner has officially surpassed the founder of Facebook to become the youngest self-made billionaire in history, with assets exceeding $1 billion and officially joining the Billionaire Club.

However, the growth rate of Kylie Cosmetics has shown signs of slowing down recently. Last year, sales only increased by 9% to $360 million. The cooperation with Ulta Beauty was originally intended to further enhance the brand’s market share, but it seems that the situation is not as expected.

On the one hand, the overall beauty market in the United States is weak. According to the data released by NPD Group earlier, the sales of cosmetics in the first quarter of the United States decreased by 4% to 1.8 billion US dollars compared with the same period of last year. Estee Lauder Group also mentioned the economic slowdown in the United States in the latest quarter.

On the other hand, there are indications that after the short-term consumption boom, Kylie Cosmetics has to face the real brand management problems. According to Rakuten data, as of November 2018, the company’s online revenue has dropped by 62%. Some analysts believe that the decline in revenue is mainly due to the inability of Kylie Cosmetics to maintain customer loyalty and the continuous loss of consumers.

Recently, some consumers have begun to complain about poor customer service, refund policy and order confusion. Some consumers reported that they spent $250 on the website to buy products, and finally only received 7 of the 12 items, while Kylie Cosmetics customer service failed to handle complaints. Kylie Jenner’s suit for her mother Kris Jenner received a lot of 1-star negative comments on Ulta official website.

According to Rakuten, Kylie Cosmetics’ star lip glaze products are still strong, accounting for 69% of its sales, and its sales performance far exceeds other categories. From June 1, 2016 to May 31, 2019, the sales of Kylie Cosmetics lip products only decreased by 2.3%, while the sales of lipstick products in the US market decreased by 5.3% in the same period. But the performance of other categories is not satisfactory. Some complaints point to product quality problems, criticizing the color development and product texture of eye shadow tray, and consumers have mixed opinions on the brand’s latest skin care product line.

The cooperation between Kylie Cosmetics and Ulta Beauty was originally intended to further enhance the brand’s market share, but it seems that the situation is not as expected.

Some critics say that online celebrity’s beauty cosmetics may just be a gust of wind, which will soon lose power. Although many online celebrity beauty brands are thriving, it is still too early to draw this conclusion. However, people are well aware that traffic and topicality cannot support the long-term development of beauty brands.

With more and more full market competition, if online celebrity beauty brands want to develop sustainably, they will eventually enter the real stage of industrialization, specialization and capitalization competition. They will not only compete with online celebrity beauty brands for market share, but also have to compete with powerful traditional beauty brands.

According to a source quoted by The Wall Street Journal, the negotiation of beauty giant Coty Group’s plan to acquire a majority stake in Kylie Cosmetics for $600 million is still going on. In order to show its importance, the transaction was personally followed up by Chairman Peter Harf. Up to now, Coty Group and Kylie Cosmetics refused to respond to the news.

As early as 2017, buyers showed interest in Kylie Cosmetics and discussed with them how to reduce the brand’s dependence on the manufacturer Seed Beauty. According to a source, the case that a friend of the Kardashian family and the founder of the beauty brand Anastasia Beverly Hills sold his personal brand equity for $3 billion in 2018 provided a commercial reference for the Kardashian family.

With the increasingly fierce market competition, as millennials and Z-generation groups began to favor niche brands with higher cost performance and social media topics, the track of online celebrity beauty brands became very crowded. Huda Beauty, a personal beauty brand launched by beauty blogger Huda Kattan in 2013, has gained a large number of fans. Especially in China, due to the development of shopping sharing community and social media, Huda Beauty’s star eye shadow tray products still set off a wave among young consumers, even though it has not officially entered China.

However, Huda Beauty has not been spared from the quality control problem. Some consumers complained that the brand’s eye shadow tray was fluorescent or allergic. Although the product was labeled with the eye shadow tray "Not recommended for eyes", the label was hard to notice.

Fenty Beauty, launched by singer Rihanna, has always been regarded as a rival of Kylie Cosmetics, and fans of both sides often even set off a battle on platforms such as Instagram. Unlike beauty brands from grassroots beauty bloggers such as Huda Kattan, Rihanna and Kylie Jenner are both celebrities and have a high appeal on social media. Kylie Jenner has 140 million followers on Instagram, while Rihanna has 73.7 million.

In 2016, KENDO, a beauty incubator under LVMH Group, invested 10 million US dollars to help Rihanna launch Fenty Beauty.

The competition between the two brands is very tight. At the beginning of this year, Fenty Beauty expanded to skin care products almost at the same time as Kylie Cosmetics, and launched skin care products such as lip balm "Pro Kissr Balm" and lip scrub, which was regarded by the industry as a signal of its strength in the skin care market. In addition, Rihanna applied to the US Patent and Trademark Office for registration of Fenty Skin trademark at the beginning of this year. The application content includes soap, skin care and personal care products.

Different from Kylie Cosmetics’ single category, Fenty Beauty is more balanced in all categories. Behind this is the difference in "hard power" of R&D and production.

Kylie Cosmetics outsourced R&D and production to Spatz Laboratories, a subsidiary of Seed Beauty Group. This supplier is a typical private brand manufacturer, which has been providing cosmetics R&D, manufacturing and packaging services for various personal brands for a long time. It has factories in Ornard, California and China. In addition to Kylie Cosmetics, Seed Beauty also manufactures another amazing internet beauty brand, Colourpop, which currently has 5.9 million fans on Instagram. However, the brand is often criticized for its product quality, which makes the market question the quality control of Seed Beauty.

It can be said that the Seed Beauty behind Kylie Cosmetics is the fast fashion in the field of beauty. As online celebrity’s economy became more and more fierce, such manufacturers began to increase. From product design to production, it can take no more than one week at most. All the work processes of private brand manufacturers have ready-made models to keep abreast of the current beauty trends.

Judging from the capital background behind the two brands, Fenty Beauty is obviously better.

In 2016, KENDO, a beauty incubator under LVMH Group, invested 10 million US dollars to help Rihanna launch Fenty Beauty. KENDO was founded in 2010 by David Suliteanu, who was the CEO of Sephora Americas. Subsequently, KENDO became a brand independent of Sephora and joined the perfume and cosmetics department of LVMH Group. KENDO’s makeup business includes Kat Von D Beauty, Marc Jacobs Beauty, Formula X Nail, OleHenriksen and Bite Beauty.

Fenty Beauty is the third largest makeup project that KENDO is responsible for. The latter plays a key role in the development of Fenty Beauty business. It can not only provide high-quality R&D talents, but also have global distribution channels, which can reach the terminal sales even in the market without Sephora and other professional makeup retailers.

At present, Fenty Beauty has taken the lead in global expansion. Earlier, Fenty Beauty announced that it would land in the Asian market in September and sell it in Seoul and Jeju Island of South Korea, as well as Hong Kong and Macau of China. The main sales channels include DFS Global Duty Free Shop, Harvey Nichols, beautyavenue and lottedfs.

Although Fenty Beauty has not announced the specific time to enter the mainland market in China, according to the current movement rhythm of the brand in China, there may be an official announcement before the end of this year at the earliest. Fenty Beauty started to open official accounts of Sina Weibo, WeChat and Xiaohongshu in May this year, and completed the authentication of FentyBeautyOfficial in WeChat official account on July 2. The brand also announced Naomi, a singer who became famous for the variety show Creation 101, as the latest spokesperson, which reflected the brand’s determination to localize to some extent.

Fenty Beauty has successively opened social media accounts in China and announced singer Naomi as the latest spokesperson.

This week, Fenty Beauty is suspected of opening an overseas flagship store in Tmall. At present, no products have been released, and the number of fans has exceeded 18,000. According to the basic information of the store, the company name of the store is KENDO HONG KONG LIMITED, which is the incubator of Fenty Beauty.

Whether from R&D and production, marketing and public relations, or channel layout, Fenty Beauty has initially possessed the ability to compete with traditional beauty brands. This will also be the inevitable development direction of online celebrity beauty cosmetics in the future. From the perspective of the global beauty market, although online celebrity Beauty has had a short-term impact on traditional beauty brands with its excellent online marketing capabilities, the advantages of online celebrity Beauty brand have been weakened as traditional beauty brands have also started to use KOL marketing strategies in large quantities. However, the traditional beauty brands have accumulated a lot in the channel layout of the global market, which makes the new online celebrity beauty brands hard to match.

In recent years, traditional beauty giants have continuously acquired emerging brands to enhance their appeal to young consumers. In the past ten years, Estee Lauder Group has successfully ranked among the top four beauty retail giants in the world by acquiring emerging brands such as Becca and Too Faced. Earlier, it was reported that Estee Lauder Group intended to bid $1 billion for the luxury beauty brand of the same name founded by celebrity makeup artist Charlotte Tilbury. The brand focuses on star products such as lipstick and eye shadow. Its current annual sales are between $150 million and $200 million, and it was supported by venture capital firm Sequoia Capital in 2017.

In fact, not only traditional beauty brands have begun to regain consumers’ attention, but even luxury brands also want to share a piece of it.

In May this year, Gucci announced that it had fully entered the beauty market, and officially launched its first lipstick series in official website, which was headed by creative director Alessandro Michele. There were 58 products in this series. Different from the main competitors such as Chanel and DIOR, Gucci didn’t set foot in the cosmetics market for the first time until 2014. It was jointly launched by former creative director Frida Giannini and legendary makeup artist Pat McGrath. The series of products, including lipstick, eye shadow and foundation, were still on sale in the market after Frida Giannini left her job, but no new products were launched in the past two years, which was gradually concealed by the limelight of emerging brands such as Charlotte Tilbury.

Li Jiaqi, a well-known beauty blogger and "king of live broadcast", recently released a new Gucci lipstick series Rouge à Lèvres Voile Lipstick evaluation video in Sina Weibo, which attracted a lot of attention. Up to now, the video has been played 2.56 million times, with 17,645 likes, 890 reposts and 1,601 comments. According to the latest data of WeChat WeChat official account Madmen, the price of a single advertisement in Tik Tok, Li Jiaqi is as high as 950,000 yuan, which is a huge marketing budget that only a few luxury brands and beauty cosmetics giants can support.

The data shows that the price of a single advertisement in Tik Tok, Li Jiaqi is as high as 950,000 yuan.

In March of this year, the French luxury brand Hermes suddenly announced that it would fully enter the beauty market, and planned to launch beauty products on a large scale in 2020. In an interview with French media Le Monde, CEO Axel Dumas revealed that it is very necessary for brands to comprehensively lay out the cosmetics, perfume and personal care markets in order to enhance their competitiveness.

Burberry, whose performance has been sluggish in recent years, is also determined to regain its beauty business, and will take back the management right of the beauty business from Coty Group this year. After appointing Riccardo Tisici of Givenchy as the creative director at the beginning of last year, the brand has carried out a series of innovative measures, including launching a new monthly "B Series".

According to public information, in order to attract young consumers, Burberry added makeup business as early as 2010, and launched products such as lipstick, eye shadow and foundation, which were represented by Interparfums, a perfume manufacturer that had cooperated for more than 20 years, and then it was taken back in 2013 and handed over to Coty Group in 2015.

Although Burberry once thought that the annual income growth rate of its beauty business could reach 25%, and it aimed at the top ten luxury beauty brands in the world, the constant change of management rights made the brands unable to concentrate on making good products and failed to launch good product ideas and marketing strategies. Even within two years of Burberry’s own operation, the beauty business was the only sector in which the income declined.

Chanel, which has the most successful beauty business layout, spends a large amount of budget on the marketing of beauty business every year, and its product layout and promotion ideas have become more and more bold, and successively landed pop-up shop projects that young people like, such as "COCO CAFE" and "Miss COCO Game Hall". In August last year, Chanel took the lead in launching the men’s beauty series "Boy de CHANEL".

Although LVMH has never disclosed the specific sales figures of DIOR’s beauty business, industry insiders predict that the annual wholesale sales of the brand’s beauty department is about 2.5 billion euros, with perfume accounting for half, cosmetics accounting for about 30%, and skin care products accounting for about 20%. The largest markets are China, the United States, French, Japanese and British.

The specialty of beauty category is that it is highly tied to marketing, and the professionalism of products is basically linked to R&D investment. After the short-term fluctuation of beauty cosmetics in online celebrity, the market is returning to rationality. The "basic skills" of the beauty business have not changed, and the fight is still product professionalism and high-input marketing.

This means that if online celebrity beauty brands are not willing to cash out in the short term, it seems that there is only one way to rely on beauty giants.

What is emotion and how to understand it correctly

What is emotion?

Emotion is the emotional resonance of people’s emotional behavior. For example, I saw a young mother crouching down to tidy her children’s clothes and trousers. What happened between the mother and the children was an emotion, but it turned into an emotion in my cognition. The influence of emotion on people is mainly value judgment. Generally speaking, one’s emotional cognition determines one’s values. When people have emotional resonance with something, they will have value recognition with it. Things that make people identify with value are things that make people feel beautiful, and the opposite is ugly and disagreeable. People are always pursuing what they think is beautiful and rejecting what they think is ugly and disagreeable. Everyone has different growing environment, and different growing environment will shape different sense of identity, and the difference of sense of identity will shape strange values, and the conflict of values will lead to various social contradictions between people.

In order to reconcile the social contradictions created by people, universal values with a wider coverage have been built, and a moral system has been built on the basis of universal values. Social rules have been established on the moral system, and a judicial system has been established to punish individuals who do not abide by the rules. This is the basic structural principle of establishing a modern society, and the starting point of everything lies in what individuals will have emotional resonance with. By adjusting and strengthening universal values, we can change and unify each individual’s cognitive environment to the maximum extent, and eliminate social contradictions caused by differences in values from the root. This is the basic principle of building a harmonious society in the country. How to maintain correct and objective values in society requires individuals to adjust their own values, and the starting point is to correctly understand their emotional cognition.

People will have spiritual dependence on things that arouse emotional resonance, and the value orientation produced by this spiritual dependence determines people’s behavior orientation. The richer the spiritual world, the more flexible and broad the cognitive range, and the simple spiritual world, the more stubborn and intolerant. The process of emotional cognition self-correction is to arouse emotional resonance as much as possible, and a simple understanding is to actively improve one’s aesthetic ability. The stronger the aesthetic ability, the more angles you look at things, and the more perspectives you have, the more complete and profound your understanding of things will be. Everyone yearns for beauty and hates ugliness. When making a choice, they all take the beauty in their hearts as a reference. That is to say, a person who thinks something is beautiful will use it as a standard to measure the value of people, things and things around him.

For example, if a person thinks money is beautiful, he will use money as a standard to measure the value of things around him. Those who think that power is beautiful will measure people and things by whether they can show power, those who think that knowledge is beautiful will measure people and things by the amount of knowledge, those who think that morality is beautiful will measure everything around them by moral standards, and those who think that fairness and justice are beautiful will measure things by whether they are fair or not. The values established by emotional resonance are like a scale to measure everything. Everyone uses the scale in his heart to mark everything he meets with different values. Then define self-pursuit with these values as the guidance, and people’s goals and ideals are the visualized results of self-pursuit.

It is precisely because of the differences in emotional demands that various life goals have been created, and the differences in goals have caused conflicts in values. The moral system based on universal values is an important tool to adjust the conflict of ideas, in which individuals should actively realize their self-worth in addition to passive adaptation and acceptance, which is also the normal state of people in social activities. With the development of society, modern society pays more attention to individual power and value. As a result, a more complex and changeable value system has emerged. With the popularization of education and the information explosion, it will have a greater impact on modern people, and most people have been exposed to information beyond their own understanding. Therefore, a clearer emotional cognition can better adapt to and understand the value conflict brought about by the information explosion.

In personal cognition, emotions bring more emotional outbursts, and people and things that can trigger personal emotions are the embodiment of personal values. When an individual makes a value judgment, there are two kinds of performances, one is that people have no me, and the other is that people have no me. People who have no self are judged by what they have, while people who have no self are judged by what they don’t have. They are all the same in essence and will have differences in performance. Different objects of value identification will produce completely different performances. When a person thinks that a person’s social status is very important, he will use the status as a value reference.

When making reference, take yourself as the coordinate to compare up and down, and when you meet people whose status is not as good as your own, your values will enter a state where people have nothing. The external performance will be different because of different emotional cognition, and the internal state is to think that you are higher than others. When you meet someone with a higher status than yourself, your values will enter a state in which people have me without me, and the external performance is also different. The internal state is that you are lower than others. People who are not much different from themselves will enter a competitive state, and their internal demands are to surpass each other, but their external performances are also different.

The emergence of values lies in what a person thinks a person’s status is determined by, and what a person’s emotional cognition resonates with will make him think that what a person has is valuable. Take the wealth with universal value as an example. A person who thinks wealth is a yardstick to measure personal value will equate everything in his cognition with money. When judging other people’s social status and value, they will convert everything they have into money, then value it with everything they own and measure each other’s value. In this process, the valuation of others and yourself is a free evaluation, and the accuracy of valuation depends entirely on personal cognition. As a result, if you think that your value is higher than others, you will enter a state of being without me, and if you think that your value is lower than others, you will enter a state of being without me. On the outside, you will show different thinking characteristics because of different emotional cognitive deviations.

Under the influence of universal values, introverted resentment will be extremely stingy in a state where people have nothing, and they will always prevent people with lower values from taking advantage of themselves, which makes them appear bitter and indifferent. When dealing with people of equal value, we will maintain a superficial fairness, but after taking advantage, we would rather turn our faces than give up our vested interests. When dealing with people whose value is higher than their own, they will fall into a state where people have nothing to do with themselves. They always put themselves on the weak side and are afraid that they are useless. They often use small favors to maintain relationships, and then find opportunities to take advantage of each other. They are very good at using emotional kidnapping to make profits for themselves. If they can’t find benefits, they will blame each other for their disregard for human feelings.

Outward-looking resentment will show all kinds of self-packaging and show off wealth in a state where people have nothing, so as to prove the inevitability of their success. People who treat people whose value is lower than their own will use all kinds of rhetoric to promise others to pay for themselves, and finally only honor part of them or not, and then pass the buck to others to find various reasons for not honoring their promises. When treating people of equal value, they will play all kinds of tricks to embarrass others, and they are also very concerned about whether they have won the respect of others. They often make trouble on the grounds that others don’t respect themselves, and they are petty but eloquent, and they will excuse themselves. Treating people whose value is higher than their own will fall into the dilemma of people with and without, blindly recognizing everything of high-value people, and doing their best to cater to and borrow the value of others to raise themselves.

Introverted begging will show condescending conceit in a state where people don’t have what they have. In this state, they think that everything they have is earned by their own efforts, so people who treat people with lower value than themselves only see each other’s shortcomings and treat others harshly and mercilessly. When dealing with people of equal value, there is a degree of humility but toughness everywhere. Even if you suffer losses, you will find it back in other directions without holding on to the dead bar. When you treat people with higher value than yourself, you will fall into a state where people have me and have nothing. In this state, you will quickly improve and enrich yourself, and your high demands will last until you can do nothing. Externally, you will not be too grateful to those who promote and take care of yourself, and you will be more sure of your efforts and efforts.

Extroverted begging will show moral superiority in the state that people have nothing. Driven by this superiority, people who are less valuable than themselves are often self-righteous, accusing others of their mistakes with their own one-sided cognition, and they will be very concerned about the way others treat themselves externally. Pay great attention to the display of self-achievement when dealing with people whose value is equivalent to their own, and only maintain respect for those they recognize and formal courtesy for those they don’t recognize. When dealing with people whose value is higher than their own, they will fall into a state where people have me. In this state, they will imagine what would happen if they had these, and then turn these imaginations into expectations for high-value people. These expectations will become moral requirements in most cases and cynical reasons in a few cases.

Introverted love separation will have a sense of mission when people are without me. Driven by the sense of mission, it will show a natural and unquestionable arrogance to treat people whose value is lower than their own. Under this arrogant mentality, whether it is worthy of redemption is often used to judge the value of others. When treating people with equal value, they often put their ideas first. Those who don’t agree with their own ideas will have all kinds of paranoid denials, while those who agree with their own ideas will have no bottom line support. When dealing with people whose value is higher than their own, they will fall into the state that people have me without, irrationally pursue others’ existence, and excessively deny their own absence, which is manifested in various idolatries.

The extroverted love separation will produce a sense of aloofness in the state that people have nothing. Under the influence of this sense of aloofness, people who are less valuable than themselves will have a contemptuous attitude, and they will behave in their own way but never explain anything. When treating people of equal value, they will show both respect and recognition, while keeping their distance from each other and never taking the initiative to develop intimate relationships. When dealing with people whose value is higher than their own, they will be trapped in a state where people have me, respect and seek advice to improve themselves, and at the same time, they will find fault with each other for proving themselves.

Whether people have me or have no me, it is the beginning of self-cognition being disturbed by their own emotions, which is also the basic principle of the existence and non-existence of the Reed Classics of Tao Te Ching. If wealth and goods are not beautiful, they will not raise the status of people with wealth and goods in their hearts, nor will they think that poor people are worthless; If you don’t take power as beauty, you won’t be humble in front of powerful people, and you won’t laugh at people without power; If you don’t take knowledge as beauty, you won’t be afraid to show your ignorance in front of knowledgeable people, nor will you show off your knowledge in front of ignorant people. If you don’t think you have it, you won’t despise others’ lack because you have it; If you don’t think you have nothing, you won’t feel humble because others have it. If we get rid of the awareness of the presence or absence, we will not be disturbed by the presence or absence, and everything we see is original; Without the love of beauty, we can correctly understand the so-called ugliness, and we will not deny anything because of ugliness. Most people in the world are trapped between the existence and non-existence, because they are happy because they have it, and they are sad because they have nothing. It is difficult to understand what virtue is unless they get rid of what they think they have.

In Buddhist thought, people’s self-thought is interpreted as "phase", and they are obsessed with longevity and think that longevity is beautiful, and they can enjoy the fortune. Wisdom is the phase of those who have entered the longevity; Obsessed with saving the world, let the world live according to a certain method, and let all beings enjoy the blessings, that is, they have entered the phase of all beings; The heart of wealth, power, wisdom and compassion will all enter my phase, and my heart will be trapped between the existence and the absence, and it will rise and die because of the cause. Most people who practice Buddhism are obsessed with their hearts, and people’s hearts have no wealth, tactics, wisdom and compassion; If you are obsessed with something, you will stick to it, and if you stick to it, you will think it is true. If you are in line with what you hold, you will think it is, and if you are not in line with what you hold, you will think it is not. Correct others’ wrongs with self-righteousness, no matter what the heart is, it is hard to get good results in the end.

People who are obsessed with Buddhism think that all beings can cross, but they don’t know that all beings can only cross by themselves. All Buddhism and Taoism are just roads for the world to cross the river by themselves. No matter which road is taken by the world itself, many people kneel on the road and kowtow in the hope that this road will become an elevator to take them forward. Therefore, all beings can cross because they have a way to go, and all beings can’t cross because they can only walk by themselves. If you don’t get obsessed with your heart and don’t stick to your phase, you will naturally see the nature of all beings. When you see all beings, you will know that your heart is the same as all beings, and your heart is one and you know the cause and effect.

In China’s traditional thought, emotional cognition is interpreted as "feeling", and all emotions are born of feeling qi. Seeing beautiful things, I feel that this kind of beauty is called "emotion", and what I think I don’t have and want to have after my own measurement is called "desire". Everyone has feelings and desires, so how can I balance myself, neither being partial to feelings nor desires, which requires me to adjust my subjective position. The internal principle is very simple. Is it people who decide the value? Or is value determining people? It is the core part of Confucianism that people themselves determine the value of everything. The gentleman advocated by Confucius is to take people as the king, and any value should serve people, and no value can be used to deny the role of people. Confucius said that the villain is to determine people by value. Once people are defined by value, they will be divided into different grades, and the grade difference caused by value will trigger various emotions.

Because your value is denied by others, you will get angry. For example, others don’t act according to their own wishes, you don’t get the respect you deserve, and your contribution is not recognized. If you feel that you are valuable and can’t get recognition, you will have resentment. For example, your efforts have not been rewarded, your dignity has not been guaranteed, and what you should have has not been obtained. Excessive self-recognition and feeling that you are more valuable than others will lead to arrogance. For example, thinking that you have higher status will lead to arrogance in status, thinking that you have higher knowledge will lead to arrogance in cognition, and thinking that you have greater social value will lead to arrogance in power.

When anger, resentment and pride are mixed together, it will produce hostility, which is explained by modern psychology as anti-social tendency. On the contrary, it is righteousness. The principle of righteousness is not to define people by value, but to define all values by people. How to maintain a correct cognition in daily life and social activities? In Confucianism, there is a book that specifically explains how to nourish qi called The Doctrine of the Mean. The basic principle of The Doctrine of the Mean is the principle of righteousness, and its main function is to correct itself when making daily judgments and decisions. You can’t deviate from the gentleman’s way and can’t afford the villain’s heart.

People’s hearts are true, but only when they are disturbed by miscellaneous gas can they be divided into gentlemen and villains. The so-called villains are not born small, but have made themselves small. When a person thinks that something is more valuable than others, then he is small in front of something. Once I am young, I will fall into the dilemma of "people have me without me, and people have me without me". I am proud of what I have and feel inferior because I have nothing. People don’t need any value, but all values need people. This is the right way. No matter who pursues the right path in the end, the most unforgettable thing in feelings is not those who come because we have nothing, but those who are still kind to us without caring what we have or what we have. When judging whether others are sincere to themselves, they are always worried about whether they are coming for themselves. This is the essential need of people for the right path.

. What this demand reflects is that human nature refuses to be bound by value and longs for inner freedom. What can get rid of the bound by value and meet this essential demand is feelings. The easiest thing to get in feelings is to treat parents’ feelings, regardless of whether parents can be themselves. As children, it is difficult to define their parents by value. What parents should do regardless of their value is the initial foundation of being born as a human being, which is also the core of China’s filial piety culture for thousands of years. The reason to advocate and carry forward filial piety is to tell everyone to the greatest extent that all values in the world serve people. In front of filial piety, people should do something and not do everything for external values. This is the important core of Confucian benevolence. How to keep this core in the complicated world is the significance of the Confucian theory of nourishing qi, and it is also the reason why The Doctrine of the Mean can become an important Confucian classic.

Correcting one’s own emotional cognition can help to understand how values affect people to the greatest extent, and also correctly understand the significance of the existence of the value system. A correct understanding of value does not prevent people from pursuing value. A person who does not regard wealth as a personal pursuit does not prevent him from making money. On the contrary, after making money, he can better play the value of money. Not treating power as a personal pursuit does not prevent him from becoming an official. On the contrary, he can serve the people better after becoming an official. Not defining people by value does not prevent value from playing its due role. The only difference lies in the individual’s perspective and attitude towards value and people. For modern people, there are too many things that need to be judged. Maintaining correct emotional cognition can avoid a lot of unnecessary pain and trouble.

200 million euros! It was revealed that Manchester United wanted to sign Mbappé against Harland, and Real Madrid+Guardiola panicked.

Mbappé is still the focus of international football, and this French star will be the target of many giants in the transfer market this summer. However, according to the latest report quoted by Daily Goal and Daily Express, Manchester United, the premier league giant, is eyeing Mbappé and eager to bring in the French star worth 180 million euros, but seriously, without 200 million euros, it is impossible to complete such a deal of the century. Manchester United’s competitor is still Real Madrid, and of course the two giants have to compete with Paris, because the French giants will not be willing to let go of a world-class striker like Mbappé easily.

After Manchester United released Cristiano Ronaldo, Rachford became the first thigh of the team’s front line. This season, Rachford scored 29 goals, which was very good. However, Manchester United needs a stronger striker to help the team regain its glory. Considering that Manchester City has Harland and Manchester United signed Mbappé, it is the best answer. In this case, Manchester United’s lineup can compete with Manchester City. At least in the front line, the two teams will be equal. Similarly, Manchester United.

In the eyes of Paris, they still don’t want to let Mbappé go. After all, it is difficult for Messi to renew his contract with the club. If Mbappé is lost again, the striker line in Paris will be devastated. However, in the transfer market, the bitter melon is not sweet, and Paris has forced Mbappé to stay for many times. If the French star wants to leave, but Paris deliberately sets obstacles, the two sides will be torn, and then it will be difficult to end.

Manchester United hope to sign Mbappé with a large sum of money. Considering that the player’s actual value is already 180 million euros, if the Premier League giants want to succeed, they need to prepare a transfer fee of at least 200 million euros. British media revealed that Saudi local tyrants are preparing to spend 6 billion pounds to buy Manchester United. If the deal is completed, then the Red Devils will not be short of money, and it is really promising to complete the deal in Mbappé.

However, in the transfer market, Manchester United also has a strong rival, that is Real Madrid. In the Champions League, Real Madrid was swept by Manchester City, which made florentino realize that the team can’t continue to live on its laurels. Although Benzema is still strong, it is not at its peak. It is imperative to sign Mbappé, so Real Madrid will also join the competition.

The advantage of Manchester United is that they have a good relationship with Paris. As for Real Madrid, La Liga giants have tried to poach Mbappé many times, which makes Nasser very disgusted. Therefore, the possibility of Manchester United fishermen benefiting is not ruled out.

Masters: Invite sent to US golfer Scott Stallings’ namesake

US golfer Scott Stallings was handed a shock after discovering his Masters invitation had been sent to another person of the same name.

The 37-year-old tweeted he had been “checking the mailbox five times a day” for his invitation before receiving a direct message from another Scott Stallings.

The three-time PGA Tour winner posted the message from his namesake, which included: “I’m 100% sure this is NOT for me. I play but wow! Nowhere near your level.”

The message began: “Hi Scott. My name is Scott Stallings as well and I’m from GA (Georgia). My wife’s name is Jennifer too!!

“I received a FedEx today from the Masters inviting me to play in the Master’s Tournament April 6-9, 2023.

“It’s a very nice package complete with everything needed to attend. I think we have some confusion because of our names, our wife’s names and geographical location.”

He then attached a picture of the invitation adding: “I’m really not kidding I promise.”