Occasionally I saw a passage in the circle of friends, and I was shocked: When I was a child, I fell down and I would see if there were people around, cry if I had them, and get up silently if I didn’t; when I grew up, I would also see if there were people around when I fell. , Get up silently if you have one, cry if you don't.

　　Some people say that this is called growth.

　　If we compare our childhood and our grown-up (or old age), we will find that there are indeed many similar differences and contrasts.

　　When we were young, we lost a tooth, we would be very happy, because soon it will grow new and stronger teeth; when we grow up, we lose a tooth, we will be sad, because, we started It's getting old.

　　When I was young, I never sleep enough, I have to go to school, do homework, and I want to play with the children as much as I want. Where can I have time to sleep? When I grow up, I have a lot of free time, but I often toss and turn and have difficulty sleeping, let alone lying in bed.

　　When I was young, I was full of fantasies about the world, life, and future, and often daydreamed; when I grew up, I became very realistic, and I gradually learned to look down on everything and even regard life as a dream.

　　When I was young, I liked new things, new things, and made new friends; when I grew up, I became more and more fond of old objects, old friends, and obsessed with the old times.

　　When I was young, I helped my grandma to pierce the needle. No matter how small the eye of the needle is, no matter how dark the light is, I can "seal the throat with a sword" and pass the thread accurately and neatly through the eye of the needle. , And then presbyopia, things in front of me are also blurred.

　　When I was young, I didn’t like bitterness, I only liked sweetness. Even the pills had to be coated with sugar to swallow them. When I grew up, I became tired of sweet things. I fell in love with bitter gourd and coffee. Because, we I have learned to taste a more mellow taste from the bitter taste.

　　When I was young, I thought I would remember people or things for a lifetime, and I might forget when I turned around; when I grew up, I remembered people or things that I thought I could forget for a lifetime. How many human affairs are nothing more than clouds and smoke.

　　When I was young, I cried and laughed; when I grew up, I cried with a smile. Every cry and a smile are all the ups and downs of life.

　　When I was young, I thought that the moon always followed me; when I grew up, I started singing the moon and I walked too. Because when we were young, we always thought that we were the center, and the whole world was revolving around ourselves. When we grew up, we realized that we were neither the center of the unit, nor the center of the family, nor the center of the world. Therefore, we surrounded the pot at home. Revolve around work in the unit, around the money during the day, and around the children at night.

　　When I was young, I used to drill wherever it was lively; when I grew up, wherever I was clean, I would stay cool. When I was young, I felt lonely when I was alone. When I grew up, I often felt lonely when I was in a busy city and in a crowd. When I was young, I liked to climb high and look into the distance; when I grew up, I liked to watch the clouds rise and fall in the low places. When I was young, I had a lot of interest and little time; when I grew up, I had a lot of time and little interest.

　　When I was young, it was simple to feel happy. A compliment from a parent, a greeting from a little partner, a toy, a new dress with a candy in the mouth, will make us feel extremely happy and satisfied; when we grow up, we feel simple and happy . Tired by human sentiments, trapped by mundane affairs, forced by livelihood, more and more yearning for simple personnel, simple life, simple mood.

　　When I was young, it was good for the holidays; when I grew up, it was for my family to eat well. When I was a child, I was full, thinking that the whole family was not hungry; when I grew up, I was not hungry, so I had to talk about the food and daily life of the whole family. When I was young, I was ill and my whole family moved around. When I grew up, even though I was physically and mentally exhausted, I had to struggle to help my family. When we were young, when we were happy, the whole family was happy; when we grew up, when the whole family was happy, we were happy.

　　It’s not that it’s beautiful when I was young, and it’s not that it’s always dark when I grow up. Hope will always be there, and care will be passed on from generation to generation. Because, when I was a child, it was when he grew up; and when I grew up, I had your childhood. We all grew up when we were young, and we will all have old days in the future. This is the growth of a person as well as the growth of a family. You, me, and him, when they were young, when they grew up, and when they were old, were like the upstream, middle, and downstream of a river, endlessly rushing, endlessly running.

 About twenty years ago, there was a young man who had just graduated from university, full of energy and great ambition.

He rode a broken bicycle with a BB machine that was popular at the time. For the first time in his life, he went to Hangzhou City Hall to give a lecture to a group of company CEOs. That is the most prosperous Yan'an Road in Hangzhou. The building where the city hall is located stands tall, and the cars parked downstairs are all Cadillacs and Lincolns. He knew that it was a status symbol for those company bosses. But it doesn't matter, his bicycle will also occupy a place there.

He is still full of confidence. Parked the bicycle, took vigorous steps, with a confident smile, took the elevator to the 14th floor where the lecture was located.

As soon as he opened the door of the office, he coughed a few times without saying hello. After scanning his eyes, he found that the people in the office were all well-dressed, smoking expensive Chinese cigarettes, and the bright and clean office was full of smoke. The big brothers were placed in front of everyone eye-catchingly, and the voices of talking and chatting came and went one after another. Someone squinted at him from the corner of his eye, then hurriedly withdrew, continued to smoke and chat, as if he did not exist.

He was quick-thinking and immediately realized that no one would respond even if he said hello.

So, he cleared his throat and said loudly in a calm and high-pitched baritone: "Good afternoon, bosses. I don’t have the BB machine. I am very proud to see your all-big brother on the table. I know that’s not It’s worth mentioning. Riding downstairs and seeing your luxury cars parked full, I didn’t envy it at all. Because my broken car was parked in the middle of your cars, even above yours. ."

He said while observing the expressions of the bosses, and found that several bosses stared at him with surprised and a little angry eyes-as if to say, boy, the tone is not small. He continued: "Today, my identity is a teacher, and you are a student. It is not determined by you or me. As for the content of what I said, whether you agree or give applause is your right, but I am sure I will talk about it today. The content is what you need urgently."

The two words were urgently needed, but he aggravated it and threw it out, as expected. In the crowd, most people raised their noble heads, pricked their ears and began to listen carefully. "Since I walked in, your eldest brother's Didi Di's voice has never stopped. It can be concluded that as the company boss, you are indeed busy with business, but it also shows that your company has chaotic management and loopholes. Employees clearly know themselves. My boss is in a meeting to study, and I bother you with all kinds of small things! And I bet I can conclude that 20 years later, I will still be a teacher who can talk on the podium, and your company , May not still exist in 20 years!"

After finishing this opening remark, there was a warm applause from the audience. He used his domineering and wisdom to dispel the condescending arrogance of the bosses. The bosses no longer underestimated the fledgling young man in front of them, but listened to his lectures with expectant eyes.

This young man is the president of the University Press of my alma mater. He did it! Twenty years later, he is still beating Fang Qiu's teacher on the podium. Now he is a higher-level professor and a famous professor.

The French film "Remembrance" brought out three generations of a family with a funeral: grandma, father and grandson. The grandson's name is Roman. His grandfather has passed away. During the funeral of his grandfather, there are shots of him running-it turns out that he ran to the wrong cemetery. When he arrived, the funeral was over. Dad is certainly not satisfied, but grandma said to him: "Your grandpa won't be angry, he loves you so much."

This is a movie in which the protagonist cannot be determined. Is the protagonist Grandma Madeleine? This is an 85-year-old man. Her husband had just passed away and she suddenly fell. Her three sons were worried that she was living alone, so they sent her to a nursing home, and then sold her apartment without her consent. Grandma ran away from the nursing home without knowing where to end. Father Michelle can also be the protagonist. In his 60s, he has just attended the retirement farewell ceremony at the Post Bank. This full-time estate consultant has never made a mistake in his career for more than 40 years. Now he seems to be in a retirement crisis. He is not interested in anything, and his marriage is also lit up. , And worry about his mother. Grandson Roman, in his 20s, graduated from high school, works night shift in a hotel, and is determined to find the girl whom he loves in his life. On the one hand, he cared for his grandmother, and on the other hand, he had to worry about the relationship between his parents. He became the link that connects all kinds of relationships, and he should also be the protagonist.

I don’t know if the director intends to show all the puzzles at all stages of life. The movie shows us such a scene: young people yearning and hesitating when facing love; middle-aged people (or young people) have a kind of anxiety about marriage and family Emotions; the elderly have their own different views on old-age care, loneliness, and death. Roman was attending a funeral with his grandmother and met a girl. They just glanced at each other, but the girl made Roman miss. Roman would even ask a stranger at the gas station supermarket: "How can I find the person I love in this life?" Dad complained to Roman: "Your mother won't talk to me." In Michelle's view, his wife Natalie Although he has not retired yet, there is already a retirement crisis. But Natalie thinks that retirement has driven Michelle crazy. He is lifeless and looks wrong. Grandma Madeleine was sent to a nursing home by her son. She just wanted to go home but was homeless. In fact, the nursing home was negligent, and Madeleine ran away. The hospital didn't even know it, and the police station could not do anything about finding someone.

Movie "Memories" poster

"Reminiscence" is about a heavy topic, but it uses prose French humor and warmth to dispel all sorrows and pains, and instead gives the film a kind of warmth. Although grandma Madeleine has lost her home, she is not a self-pity, she is strong, self-esteem, and free and easy. The only thing she wanted to do was to return to an elementary school in her hometown of Normandy—due to the war, she left with her parents only in the third grade, and there are her memories there. Roman found his ran away grandma by the sea and accompanies her to school. Grandma sits in the classroom and attends class with the children. At parting, each child drew a portrait of Madeleine. For Roman, he was able to fall in love with his female teacher Louis, thanks to the cashier in the gas station supermarket. When Roman asked him how to find his life love, he said: "Stop waiting." Louis is the result of his stopping waiting. And Dad Michel, always in love with his wife Natalie, also beat up the imaginary Natalie's lover, in fact, it was all a story made up by Natalie. Michelle said to Roman: "I am nothing without her. She is my passion." Natalie also told Roman about the process of her and Michelle falling in love: "My first year of teaching, I was 22 years old. One day, when I got off work, I heard someone shouting, "Miss, you are very beautiful. I wish I had never seen you. All the students looked at us. That person is your father." To solve the marital crisis of his parents, Roman Encouraging dad to go to the gas station supermarket, the cashier seems to be a life mentor, and he also gave Michelle a good saying: "When you can't move forward, you will look for the beauty of the past." Next, the beautiful scene in the movie is: Michelle repeated what she said when she first met Natalie decades ago in the crowd. People asked Natalie: "Who is he?" She said shyly and proudly: "Fiance." Then, she took Michelle's arm and left together.

Grandma suddenly collapsed at the hotel and passed away. At the funeral, the speaker said: “Love is a gift that we share with each other.” Roman’s new girlfriend Louise, just like Roman’s mistaken grandfather’s cemetery at the beginning of the film, did not catch up with the funeral. But in the final scene of the movie, Roman and Louis are kissing halfway up a stone staircase in the street.

 　　More than one entrepreneur has asked me this question: Why is our product so good that it can’t sell?

　　An entrepreneur who makes snacks told me that he puts his own snacks on one plate and his competitors' snacks on another plate. Remove the packaging and let the customer try it blindfolded. what's the result? 73% of people prefer their snacks!

　　He didn't feel the slightest joy, but collapsed a little bit-the annual sales of competitors had exceeded 1 billion yuan, and they only only had 50 million yuan.

　　"I like my products, but why do I go to buy competitors' products?"

　　To solve this problem, you must first understand the classic theory of psychology-the human brain has two independently operating systems: one is responsible for reason and judges the pros and cons; The other is responsible for emotions, judging preferences.

　　Good products please the "sane brain", but this is far from enough. When consumers place an order, they must also give instructions from the "emotional brain": I approve of this product, and I am willing to buy this product.

　　We can compare a consumer's order to "riding an elephant": the "sensible brain" is the rider, which is responsible for direction, and the "emotional brain" is the elephant, which is responsible for moving forward. The elephant doesn't move, and the rider can't help it.

　　When a good product can't sell, you need to change the elephant, that is, you also need to change the consumer's perception of the product.

　　In an internal company speech, Jobs once admired a marketing case that changed consumers' perceptual perceptions, which led to a huge increase in sales.

　　The story happened in the 1980s, when carbonated beverages gradually became popular in the United States. The sales of milk that sold very well have plummeted all the way. Because in the perception of young people at the time, drinking milk was not cool.

　　"All the sounds that persuade me to drink milk are like my mother nagging me."

　　Of course, the largest milk company in the United States, the "California Milk Processing Board," cannot sit still. In order to increase the sales of milk, they launched a marketing called "got milk": they invited the most popular actors, hosts, models and even film and television characters to shoot promotional posters-all poster characters have a touch on their upper lip. Milk beard".

　　From Leonardo DiCaprio to Yao Ming, from Angelina Jolie to Jackie Chan, from Beckham to Zhang Ziyi, there are even lovely Pikachu, the Titanic Hulk, Garfield and Batman.

　　These celebrities with "milk beards" keep showing up and tell you why they think milk is cool.

　　This marketing strategy to control the enemy completely reversed people's impression of milk, and finally allowed milk to regain its "market supremacy" status.

　　At the same time, this case has become one of the most classic advertising cases in the history of marketing. The "milk beard" on the mouth of the poster character has become an unchangeable classic mark.

　　Just imagine, if the "California Milk Processing Board" only focused on the product, would there be such a result?

　　Probably not. A survey showed that even if people did not buy milk, more than 90% of them fully recognized the value of milk. Therefore, when you find that a good product cannot impress consumers, you might as well shift the focus of change from the rider to the elephant, and change the consumer's perception of the perceptual part of the product.

　　So, how do we affect consumers' perceptual perception of our products?

　　We have summarized 3 methods: 1. Change the environment around consumers; 2. Create opportunities for consumers to use products with high frequency in the short term; 3. Lower the threshold for consumers to use products.

Change the environment around consumers

　　The previous "milk beard" advertising campaign is a typical application of this method.

　　When people in your surroundings tell you: drinking milk is very cool, we are all drinking milk, you are easily infected, and then place an order.

　　"Everyone does this (thinking), so I do the same (thinking)."

　　In fact, this is a typical manifestation of herd mentality, changing oneself in order to adapt to the group.

　　There is a well-known herd experiment called "Axi Experiment": This experiment was conducted on 7 people, but only 1 of them was actually tested, and the other 6 were childcare.

　　The test is simple. Evaluate the length of a line on the left panel, and then find the line segment closest to this length among the three lines on the right panel (see Figure 1):

　　Doesn't it look simple? The experimenter set up a trap and deliberately asked the 6 nurseries to give consistent but wrong answers.

　　The results showed that 75% of the test subjects gave answers consistent with childcare, even if the answers were obviously wrong.

　　Those who insisted on real answers also experienced extreme psychological discomfort.

　　Therefore, in addition to directly changing the existence of consumers, the herd mentality also instructs us to change the perceptual perception of consumers by changing the environment around them, thereby facilitating transactions.

　　So, how do we change the environment around consumers?

　　It's actually very simple. You have to think about these two questions clearly:

　　1. What kind of environment is my consumer in?

　　2. Who in the environment can affect my consumers?

　　For example, for a milk tea shop, what kind of environment are your consumers in? Consumers in milk tea shops are mostly young people wandering in shopping malls. What will the general milk tea shop do after opening? They put out new product recommendations or discount information, and then wait for consumers to "autonomously" come to the door. Active people may also take the initiative to solicit customers. However, there are so many new things in shopping malls that consumers can't take care of you. What should you do?

　　At this time, let's think again: Who in the shopping mall can influence my consumers? The answer is other consumers in the shopping mall. When other consumers are queuing up to buy your milk tea, they are invisibly persuading others: The milk tea in this milk tea shop is so delicious, and I have to wait in line to buy it!

　　Under the influence of herd mentality, more consumers will be attracted to the store.

Create opportunities for consumers to use products with high frequency in the short term

　　In addition to changing the environment around consumers and creating opportunities for consumers to use products with high frequency in the short term, it can also change consumers.

　　For example, a mobile office APP, the enterprise version of "WeChat", facilitates communication and meetings between colleagues, and can even check in, attendance, and reimbursement.

　　When promoting, many companies do not buy, because these needs, WeChat can completely meet. They did not have the awareness of using online office software-until the advent of extraordinary times, these companies had to work online. They discovered that: it turns out that WeChat video cannot be connected to more than 15 employees, projects and documents cannot be coordinated, and financial, human and other office systems are even less likely to be connected...

　　During this period, the office APP appeared in front of all companies in a very high-profile manner: announcing the free opening of product functions and slogging various advertisements.

　　In the special few months, a large number of companies are using it and forming a habit. When colleagues reunited in the company after the storm, everyone was still using it because they were used to it.

　　The constant repetition of behavior will eventually internalize it into a habit.

　　The repetition of behavior usually causes people to experience three stages of change: the first stage, people follow this behavior; the second stage, people agree with this behavior; the third stage, the behavior is completely integrated in people themselves, without any Discomfort.

　　To reach the third stage, this behavior is best repeated for 21 days-have you thought of the "30-day trial" service launched by some products?

　　When you form a habit of using a certain product, you will naturally place an order.

　　A domestic skin care brand does just that. They have launched an eye cream and have high expectations for it: because the technology and materials of the eye cream are impeccable. "This eye cream will burst," they thought.

　　In order to sell better, they even spent a lot of money inviting the idols who were on fire at the time to endorse the eye cream, preparing to "make a big ticket."

　　One month, two months... As a result, the eye cream has been launched for more than half a year, but it can't be sold.

　　Which link went wrong?

　　After investigation, it was found that the price of 399 yuan stopped consumers. It turns out that this eye cream uses a very precious raw material. The scarcity is more expensive, and the price of eye cream is naturally higher than other eye creams in the store. But do you think consumers will understand you? Will not.

　　How to do it? Let customers use it with high frequency in a short period of time, and experience it firsthand.

　　So the brand decisively decided: to all consumers who bought this eye cream, at the same time give away 5g experience pack. Consumers try the experience outfit first, feel that it is effective, and then leave the formal outfit. What to do if you are not satisfied? full refund! The validity period is 30 days. This program successfully dispelled consumers' worries and gave consumers a reason to use the product with high frequency for a short period of time. During these 30 days, customers used it cherished and carefully observed facial changes.

　　The sales of eye creams have successfully ushered in growth and entered the best-selling list of e-commerce platforms.

　　Eye cream is a decision-making product, and customers will often think twice before buying. In addition to advertising and planting grass, such a marketing strategy is also very important.

　　You can think about a similar case: high-end bedding, priced at 3,999 yuan, how to increase the customer's order rate?

　　"100% mulberry silk filling", this is the description of the quilt priced at 3,999 yuan.

　　"100% silk filling", this is the description of the quilt priced at 399 yuan.

　　Copywriting and pictures can hardly reflect the difference between the two.

　　"Forget it, let's choose the 399 yuan quilt. The reviews are also very good." This is what most people think. If everyone thinks like this, then this brand that specializes in high-end bedding products will probably not be able to continue.

　　The brand owner came up with such a strategy: he reached a cooperation with a five-star hotel brand, responsible for all the hotel bedding-if consumers do not come to me, then I will come to you and take the initiative to create a short-term high for consumers Opportunities for frequent use of bedding.

　　When the customer lay down, they found that the comfort level was indeed different. What kind of enjoyment it is to "lie in the clouds, feel at ease and feel no weight"! And this period of short-term high-frequency use is constantly convincing consumers. Some consumers will take the initiative to ask the hotel: What brand is this?

　　In the hotel lobby, there are bedding products that can be bought directly. Today, the hotel has become the TOP3 channel for the brand's sales.

　　Therefore, when it is difficult for us to open the market, we might as well ask ourselves: How can I create a short-term, high-frequency use environment for consumers?

Lower the barriers for consumers to use products

　　The last method: We need to lower the threshold for consumers to change their consumption habits as much as possible.

　　For example, Coca-Cola's Water Beverage has competed with Pepsi's Mountain Dew for a long time.

　　Although Water's price is 10 cents less than Mountain Dew, Mountain Dew has always been more popular in the market-Mountain Dew has a market share of 80%, and Water has a poor 4%.

　　In order to fully arouse Walter's sales, Coca-Cola's newly appointed marketing manager Qiao Sen made a big decision: Anyone who buys Mountain Dew can get a bottle of Walter as a gift.

　　The market was in an uproar.

　　Even Pepsi-Cola executives can't understand: What do competitors want to do? But a month later, things changed: Many people discovered that Water tasted good. At this time, Coca-Cola stopped its free drink activities, and Walter's market share soared from 4% to 76%!

　　Later, Jossen shared his thoughts: Walter's taste is no worse than Mountain Dew. Poor sales are just the fact that consumers' awareness of the product is not high. And the reason why I want to buy Fluxus to send Water is to let the customers of Mountain Dew find that Water is also delicious. When the free drink is over, customers still miss its taste and take the initiative to pay for it.

　　If you want to change the shopping choices of consumers, you must lower the threshold for them to use the product as much as possible, and enter their world little by little.

　　The "threshold" test proved the effectiveness of this method.

　　In 1966, psychologists Friedman and Fraser conducted an experiment: randomly interviewing a group of housewives. They were asked to put a large and unattractive sign in the courtyard, but less than 20% of housewives agreed.

　　So they switched to another method-randomly interviewing another group of housewives. First they asked them to hang a small sign on the window of their house, and they agreed. After a while, the psychologist visited again and requested that the above-mentioned large and unsightly sign be placed in the courtyard. As a result, more than 50% of housewives agreed!

　　In order to increase product sales, we can think about two questions:

　　1. What is the threshold for customers to buy goods?

　　2. How can I lower this threshold?

　　Take the stamp card as an example. In order to increase the number of times customers visit the store, nail salons will launch stamp cards. Customers can get a stamp every time they spend, and they can get a free nail art service after 8 times of stamping.

　　Another nail shop also introduced a similar customer loyalty card. The difference is that they need to stamp 10 stamps before they can get a free nail service.

　　Guess, which nail salon can attract consumers to spend more?

　　A few months later, 13% of customers in the first nail shop received free nail services, while 37% of customers in the second nail shop received free nail services.

　　It turned out that although the stamp card of the second nail shop had to be stamped 10 times, when the stamp card was issued to the user, there were already 2 stamps. Although they still have to spend 8 times, the consumer's psychology has changed: they have collected 20% of the stamps, and only need to continue to collect the remaining 80%.

　　Therefore, consciously lowering the consumption threshold (10 times) (8 times) can effectively change consumer behavior and achieve an increase in the repurchase rate.

 　　According to foreign media reports, humans are "freaks" among mammals. Except for hippos and naked mole rats, almost all other mammals have fur on their bodies. Except for head hair, humans are almost naked and hairless. Why? Except for the head, most parts of human beings are hairless?

　　Mark Pegel, an evolutionary biologist at the University of Reading in the United Kingdom, said that first of all, it is important to understand why mammals have fur. Fur can keep animals warm in cold nights and protect them from sun burns during the day. Human ancestors can Most of the hair is lost because they have a unique ability to light a fire, keep warm in sleep, and wear clothes.

　　This will explain why our human ancestors can survive without hair, but it cannot explain why the hair gradually disappears over time. In fact, the hairless feature gives humans a certain evolutionary advantage. According to Pegel, there are three main theories. Can explain this human evolutionary advantage.

　　First of all, thick fur may cause ancient humans to overheat under the hot noon sun. Pegel said: "In the hot season, if you wear a thick fur coat on the African savannah, then you must It’s going to be very hot. Wouldn’t it be okay to take this coat off? Humans have gradually achieved this in the long course of evolution." In addition, modern humans have evolved to have more sweat glands than their close relatives in primates. Keeping long body hair is likely to be soaked by sweat, which makes it difficult for sweat to evaporate, and it is difficult for the body to cool down.

　　However, the so-called "body cooling hypothesis" cannot fully explain the distribution pattern of human hair growth. For example, why men have more body hair than women. It is worth noting that in addition to the hands, feet, lips and nipples, the human body also covers With small colorless hairs. Hormones produced during puberty turn these colorless fine hairs into longer, colored terminal hairs. But sometimes in addition to the disheveled body hair, the head is the densest hair area of ​​the human body.

　　Secondly, the second explanation theory is called the "aquatic ape hypothesis theory." This theory believes that ancient humans lived in water for a long time. When they swim, their bodies will be soaked with more hair and will not easily surface, so they Most of the body hair is gradually lost, leaving only the head as the densest hair area. However, so far there is no conclusive evidence that humans have lived in water for a long time during the evolutionary process, so Pegel believes that the hypothesis is not very credible and cannot explain why humans lose a lot of fur after leaving the water environment.

　　In 2003, Pager published a research report and put forward the third theory, the ectoparasite hypothesis. Ectoparasites refer to the parasites that live outside the host's body. These parasites include lice, fleas, etc., which cause cross-species disease. The main cause of illness and death. Ectoparasites may be less attracted to hairless skin tissues and are easier to remove when the hair tissue is less covered. Conversely, the less hairy tissues of the body, the fewer the number of ectoparasites. This may be human The dominant choice for evolutionary survival.

　　If hair is hurt, why do we still grow hair?

　　As a biped, we walk upright with our head directly exposed to the sun. The African region close to the equator is the birthplace of human evolution, where the sun is very strong, and having dense hair can help humans avoid body heat. Pegg Er said: "Hair in Africa is like a built-in

　　summer hat." Pegel said: "Hair also helps the human body retain heat at night. Compared with other parts of the body, our brain is relatively small, but the brain's The metabolism is very active, this activity generates heat, and the hair can isolate this concentrated heat."

　　Sexual choice can also play a role. People can shape different hair and show their unique charm. Ancient humans may also be like this. Hair can be used as a unique way to show the charm of the opposite sex. Hair usually cannot be directly turned into fossils, so it cannot be preserved intact. Archaeologists have no direct evidence of ancient human hair, except that mummies in places such as Egypt and Peru will preserve corpse hair intact. The researchers observed and analyzed modern aborigines isolated from the outside world and found that they also had their own unique hairstyles, suggesting that their ancestors also had them. Pegel pointed out that this special hair care may help attract partners of the opposite sex. Not only do we grow hair, but we also use some form of hairstyle to attract the opposite sex.

 　　 A kind of fairness among human beings comes out of each other.

　　 How to understand? Even if others have it, I have to have it too. When others get it, I will get it too. It doesn't matter how much you get, or even earlier or later.

　　 Like everyone, there is peace in the world.

　　 Taking 10,000 steps back, even if it is unlucky, everyone will carry it together when the sky falls, and everyone is unhappy, and I feel that my heart is different and happy and relaxed.

　　 Such fairness actually requires a balance. Because it is not true fairness, it does not have much value. The essence of this kind of balance is to be within a comparable range and not to be inferior to others.

　　 Therefore, people are born to delineate a comparable circle for themselves. All the joys, sorrows, sorrows and joys are, to a certain extent, the joys, sorrows, sorrows and joys that are born in comparison with those in the circle. As for the distance, and the infinite distance, even if there are people who are wealthy than the enemy, they can still be open-minded, sitting on the side of the road and applauding each other: Strangers, bless you, I hope you have a bright future, what the happy lightning tells you , I will also tell everyone.

　　 Beggars are not richer than princes, Lu Zhishen’s sticks are not as much as Guan Gong’s swords, and the tortoise does not need to worry about not catching up with the rabbit. Not in the same world, it doesn't matter who is poor, rich, good, or bad. A kindergarten kid will care that other children have more lollipops than his. One colleague just wants to know the salary stub of another colleague. There is the same dream in the same world. The fairness of the world is the fairness that is attained.

　　 For a long life, true fairness is only the appeal at the start. For example, if two people are born in the same place, eat the same whole grains, receive the same education, and bathe in the same sunlight, it is almost fair.

　　 As for whether the final outcome is success or failure, it has nothing to do with fairness itself. After all, this result is influenced by one's own literacy and external factors. It is hard to say that oneself is inherently lacking here, and externally lacking in nature.

　　 Even so, there is no need to be entangled in certain results. For example, when you grow up, you find that you don't look good with your girlfriends, or you develop well without your deskmates, which is a bit boring. People live a lifetime, and they will inevitably encounter some unpredictable things. Sometimes they come to work, and sometimes they are frustrated. In a heavy ending, it is meaningless for Sapo to play tricks, or to look at Shu.

　　 In "Water Margin", Li Kui is an extraordinary character.

　　 After Song Jiang went to Liangshan, he immediately picked up his father and younger brother to enjoy the bonus of falling into the grass, eating wine and meat with a big bowl, and dividing the gold and silver. Li Kui thought to himself, you have a father, and I also have an old mother! Since your second-in-command has the privilege, I, Li Tieniu, are not vegetarian either. Therefore, Li Kui cried: "This one also goes to fetch the master, that one also goes to see the mother. The partial iron cow came out of a pit in the earth. I also want to fetch her (mother) to come here to be happy." Just like this. He dared to challenge the leader to be fair. This kind of fairness appeal has primitive self-consciousness.

　　 Of course, the arrangement of the novel is that not only did the old woman not enjoy the blessing, she died under the mouth of a hungry tiger before she went to Liangshan. But the setting of this bridge section is of great significance.

　　 In "Dream of Red Mansions", there is a section of sending palace flowers. It is said that Aunt Xue brought out the twelve palace flowers and asked Zhou Rui's family to send them to the sisters everywhere. Send the last two to Lin Daiyu. Daiyu asked, "Is it just for me, or do other girls have it?" Zhou Rui's family said: "Everyone has it, these two are girls." Daiyu sneered: "I'll just I know, others don't pick the rest and don't give it to me." Hearing this, Lin Daiyu seems to want fairness, but it is actually very unfair, that is, he hopes to get the priority right to choose palace flowers. In Lin Daiyu's view, it is not good to pick the rest. This fairness requires tricks, and it also highlights a basic problem of fairness: the existence of priority must be contrary to fairness itself.

　　 Lin Daiyu is sometimes thin, but she is never mother-in-law. She sees unfairness and wants to be fair, and because she wants to be fair, she appears unfair. This shows that on the road of chasing fairness, sometimes it seems to be very kingly, but it is inevitable that she appears a little overbearing.

 　　I have seen the night sky in many places. Simply put, those different night sky can be roughly divided into two categories: the night sky in the city and the night sky in the countryside.

　　The night sky of the city is about the same: the twinkling neon lights, connected into a sea of ​​bright lights, the gorgeous light attracts the blurred eyes of people who are on the move for a livelihood, and even the stars in the sky have lost their brilliance. And what impressed me the most was the night sky of my hometown, where the night sky is worth remembering for a lifetime.

　　The night sky of my hometown is diverse. There is the darkness of invisible fingers, the splendid beauty of the galaxy, and the romance of the bright moon; there is the tranquility of the light rain, the quietness of the chirping insects, and the loneliness of the heavy snow... In the four seasons, I especially like the night sky in summer.

　　In the summer of my childhood, what I looked forward to most was the nightfall slowly after the sunset. In the evening, I always cook the mung bean soup early, and then wet the floor of the building with a basin of water. After the temperature of the floor is lowered, I carefully prepare the bed. When the parents came back from work in the field, the family sat on the bed upstairs, riding in the cool breeze, and drinking mung bean soup for relieving heat. In front of me, there is a field as heavy and vast as iron; when I look up, there is the boundless firmament and the stars in the night sky.

　　After the meal, I took the refreshing clothes I had after bathing, lying on the soft bed, looking directly at the vast night sky in front of me, and my heart was always filled with inexplicable emotions, like a river, or fierce surging, or quiet. . That is Enron that is incomparable to any kind of thing in the world. In that night sky, people become small and pure. The worries during the day were also swept away by the silent night sky, and people were as soft and calm as stars.

　　On such a night, the parents after a tiring day are particularly amiable. They point to the vast starry sky and tell the children the legends and stories about the stars. Those untouchable rumors and past have added a different kind of mystery to the galaxy in front of me, and have also inserted wings to space for my immature soul.

　　If it encounters a bright moon in the sky, the silver moonlight will shed, and a misty gauze will be covered between the sky and the earth, and the stars will also be obscured by the moonlight, only a few sparse ones will be missed. With a pair of small feet, the moon slowly moved from one cloud to another. The moonlight leaked through the leaves, and with the wind, the mottled light and shadow were sifted.

　　On many quiet nights, I face the colorful galaxy or the bright moon, listening to the moan of Xia Chong, and looking tirelessly at the magnificent starry sky, fearing that once I fall asleep, those dreamy scrolls will disappear. So, with my family’s sound sleep, I blinked with Xingxing, Xin'er separated from the body and swam in the galaxy. Sometimes, I wake up in the moonlight. Under the moonlight, everything in the world is immersed in a layer of aesthetic romance. The bright moonlight is cool, like a gurgling stream, moisturizing the earth and refreshing my heart.

　　On those countless nights, I have seen the most bizarre sights, probably the time I saw the red moon by chance. In the middle of the night, the red full moon was so gorgeous that even the clouds around it were dyed scarlet. However, the beautiful red moon exudes a cool light. The bright red, and its cool temperature, are like water and fire blending, fierce and strange, but harmonious. What a thrilling scene! If it weren't for sleeping upstairs in the summer, how could I see such a fantasy scene?

　　Those gorgeous galaxies accompany me through long summers one after another, becoming an indispensable paradise in my heart, enriching my eyes, head and heart.

　　When I returned to my hometown a few days ago, I once again saw the brilliant galaxy above my head. It was as beautiful as when I was a child. It turned out that the speechless Galaxy has never changed. It has been waiting for the wanderers to return home and look up.

　　Until that moment, I did not understand: when we look up and look at the galaxy, are we not washing our souls? Looking up at the starry sky from time to time, it is not only to talk to myself, but also to embrace my soul. Therefore, even if you are trapped in the mundane world, don't lose the habit of raising your head.

　　The galaxy is still there. Do you know?

 　　Generation Z are aboriginals of the Internet, with a remarkable circle of temperament. They appreciate beauty and enjoy consumption; they respect individuality and have a unique way of socializing; they trust brands, but do not blindly follow big names; they love life sharing, and they prefer to stay at home... Generation Z has grown up with the rapid development of China’s economy. With superior material living conditions, it is the generation with the highest purchasing power and desire to consume. In the face of Gen Z, which is gradually becoming the backbone of the market, only a younger brand can capture the mainstream buying group.

　　Under the background that traditional advertising is constantly being disintegrated by new lifestyles and brand communication loses accuracy due to fragmentation of information, how can brands be younger to reach Generation Z?

The young market in the second dimension

　　The term "two-dimensional" comes from Japan. It is used by MAG fans to refer to the virtual world and phantom space formed by Manga (manga), Anime (animation), and Game (game). In the early 20th century, under the influence of cultural penetration and industrial interaction , Japanese MAG culture has had an important influence on the aesthetic taste and lifestyle of the new generation of China. Most of the two-dimensional culture lovers have a good educational background and are able to use the Internet proficiently. They have introduced and translated a large number of Japanese animation, manga and game cultural products, and rely on social media to establish a large number of fun communities, among the Chinese generation Z groups Established a wide and far-reaching influence.

　　What causes the fetters between the two dimension and young people's marketing? Most of the "post-95" Generation Z are only children. The virtual images in the two-dimensional culture just make up for their loneliness in the process of growing up. Immersion in the two-dimensional world can find spiritual comfort, such as dialogue with the virtual image is helpful for pastime Being lonely and fighting against virtual opponents can achieve self-worth. Therefore, Gen Z is willing to waste time, consume energy and spend money on the two-dimensional image that he loves. From the perspective of consumer behavior, the two-dimensional related consumer behavior has a strong purchasing power and a high degree of repurchase, which is consistent with the current and future target audience characteristics of most brands. Therefore, for the brand that is undergoing a rejuvenation transformation, the second dimension is an excellent marketing tool to cultivate the loyalty of the Z generation brand and stimulate the consumption willingness of the Z generation.

　　According to the "China Two-dimensional Industry Research Report" published by iResearch in October 2021 (see Figure 1), China's two-dimensional users will exceed 400 million in 2020, and it is expected to exceed 500 million by 2023. Based on traditional sub-cultural forms such as comics, animation, video games, and light novels, the two-dimensional industry has formed three major industrial chains of two-dimensional content production, two-dimensional content dissemination, and peripheral extension around popular cultural symbols. In 2020, the output value of the content market will exceed 65 billion yuan, the output value of the peripheral extension market will exceed 35 billion yuan, and the total output value of the industry will exceed 100 billion yuan. The capital side is optimistic that the industry's output value will continue to grow, and the output value will exceed 220 billion yuan by 2023.

Selling cute IP: the brand's two-dimensional entry into the circle

　　Moe culture has been extended from the second dimension to become a popular aesthetic tendency. Branding “Moe IP” can make consumers willingly pay for the “Moe economy”.

　　Kumamoto Prefecture, Japan was originally an unknown agricultural town in the central part of Kyushu Island. In 2011, he commissioned designer Mizuno Gakushu to design a mascot Kumamoto, hoping to bring more tourism income to the county. However, Kumamoto bears, who are naive, not serious, and come with two blushes, have been promoted online, and suddenly become healing pets with their "cute" and "cute" personalities, and are loved by the majority of netizens. Kumamoto Prefecture also hired Kumamoto as the prefectural business manager and happiness manager, and he became famous all over the world.

　　Meituan Waimai wears a kangaroo ear helmet for its takeaway boy. From a distance, it looks like a cute and cute kangaroo working hard. Who is unhappy? The ears of cute pets quickly opened up the hearts of consumers, which not only strengthened the IP image of Meituan Kangaroo and formed a unique visual identity, but also attracted a large number of fans and consumers through the two-dimensional channel. This cute and cute ear helmet not only attracts consumers' affection, but even provokes competitors to leave a message saying "I am a hungry rider, I also want to wear a kangaroo helmet."

Interesting circle: the two-dimensional expansion of the brand

　　The two-dimensional circle is an important manifestation of the media literacy of Generation Z. Generation Z is proficient in using the mobile Internet and has a lot of fragmented time. They pursue the quality of media content and are willing to pay for the content of interest; they like to obtain information from social media, and they like to plant grass and weeds; they pay attention to social hot spots and like to express their opinions on Weibo, WeChat Moments and Douyin; they don’t Repels the cultural label given to oneself by society, eager to join the circle of interest that highlights interest. Therefore, the rise of the two-dimensional circle culture is the inevitable result of the awakening of personality consciousness and status identity of the Z generation.

　　In recent years, many Quyuan groups have gradually developed into independent circles, and have broken through the circle to the public under capital operation, bringing a refreshing shock to brand marketing. A large number of top KOLs have emerged in vertical fields such as beauty, digital, fitness, fashion, and food. Relying on marketing methods such as two-dimensional creation and live broadcast, they have successfully derived Generation Z into the main group of content marketing.

　　The cosmetics brand MAC Mei can observe the characteristics of two-dimensional users who like to try new things and love the experience. Taking the Honor of Kings IP as the starting point for communication, it has released five new bullet lipstick color numbers, each of which corresponds to the five in the online game "Honor of Kings". The heroines Hua Mulan, Gongsunli, Diao Chan, Da Qiao and Luna, who have a bright personality, a variety of manners, and a dazzling country. Each heroine character setting product is perfectly matched with the image of five beautiful girls and stars. The five colors are sold in a limited edition of 170 yuan each, which suffocates the appetite of the fan group. MAC Magic’s new products have fully leveraged the dissemination power of the star powder circle, the beauty circle and the game circle, and successfully expanded the multi-circle layer to achieve a superimposing effect.

Role endorsement: the brand's second element breaks the circle

　　The two-dimensional idol endorsement brand can perfectly avoid the negative problems of real-life celebrity endorsements, and can bring a large number of pure and young pan-two-dimensional users with scarce brands.

　　Luo Tianyi is the world's first virtual singer idol created by fans. According to the fan voting setting, Luo Tianyi has assembled the most perfect image of the second dimension: big eyes, cute appearance, and interesting soul. Luo Tianyi uses Yamaha VOCALOID speech synthesis technology to sing any tune and lyrics input by fans. Because of his sweet appearance and electronic cute sound, Luo Tianyi has successfully captured more than 10 million Gen Z fans, with more than 10,000 original songs, and more than 10,000 fans insist on writing songs for her every year. Zhou Shen sang Luo Tianyi, Yan He Yuan's "Dala Bang Bar" and won the first place in "Singer·The Year of Dang Da", and immediately blasted the Internet. Many two-dimensional netizens shouted "The Dimensional Wall is broken". Luo Tianyi congratulated. In 2021, Luo Tianyi also appeared on the Spring Festival Gala stage and became the first virtual singer to enter the mass media in China.

　　Relying on Luo Tianyi's endorsement or IP syndication, many brands have obtained traffic fan bonuses. Hushubao is focused on the traffic foundation of Generation Z, and uses AR black technology to cooperate with Luotianyi online to empower IP; offline products are supplemented by Luotianyi packaging, and the head UP owner and COS world gods are invited to participate in brand promotion. It stimulated the consumption potential of Luo Tianyi's core fans, increased the consumption frequency of Hushubao products, and strengthened the brand impression of Hushubao. In addition, Midland invited Luotianyi to endorse its image advertisement, Bank of Communications and Luotianyi jointly issued credit cards, PEACEBIRD WOMEN and Luotianyi cooperated to develop related clothing, and NF AUDIO and Luotianyi jointly created NA3 two-dimensional headsets... Many brands rely on Luotian. Yi's two-dimensional image has attracted a large number of young fans to participate in product development and content dissemination, which has accelerated the pace of brand rejuvenation.

　　In September 2021, MINISO combined with Onmyoji game for role endorsements, cleverly combining MINISO’s product development and supply chain capabilities with Onmyoji’s art image, offline store experience advantages and game players’ emotional sustenance To connect with each other. In the joint work, MINISO invited the heavy game users of Onmyoji to participate in the blind box product design, and the two-dimensional users jointly participated in the game "Onmyoji × MINISO present demons? LBS Ghost King Challenge" activity, and obtained the brocade randomly. Carp product packs, exclusive avatar frames, and a full set of joint limited flash cards are used to boost the popularity of MINISO products. At the same time, MINISO’s offline stores have many new onmyoji elements products, and the full two-dimensional atmosphere in the store environment has attracted a large number of game players and pan-two-dimensional users to experience the store. Leveraging on role endorsements and heavy participation by fans, MINISO successfully found a bridge for emotional communication with Gen Z, realized the intersection of paper characters and real users, and deeply rooted the brand image in the hearts of young people.

Concluding remarks

　　Enterprise development needs young users, and brand rejuvenation is an important stage in the life cycle of an enterprise. In order to reach users of Generation Z, brands can set cute IPs to enter the circle, expand different two-dimensional fun circle layers to obtain fans, and use large-scale character IPs to break the circle and create a young brand image. With the diversification and complexity of young consumers' media usage habits and life habits, the value return of brand rejuvenation needs to be dynamically adjusted. The brand uses the second dimension to complete the transformation of its youthful image. It cannot simply superimpose IP, but to find the continuity of the audience between the two IP images, the fit of the brand concept, and the possibility of product development and innovation.

 　　 Silence is the first choice for all virtues. It allows you to see the shortcomings of others while concealing your own shortcomings.

　　 - Irish playwright George Bernard Shaw

　　 streak is linked clues, sense of proportion is the severity of the ins and outs. With organization, things can be separated into different categories, without being messy; with proper measures, things can be positioned with respect and inferiority, and each is suitable for each.

　　 - qian talk about value-conscious, coherent order is horizontal plane, vertical surface propriety arithmetic is

　　 simple upbringing, it is properly to avoid embarrassing others.

　　 - on the Internet know almost "what behaviors will make you feel each other very educated," the popular answer

　　 people have been able to feel "happy", not because life is too comfortable, but because to live with hope.

　　 - writer Juan

　　 ability to think independently, not determined by our will. Thoughts are like guests: we cannot summon them as we wish, but wait for them to come.

　　 - German philosopher Arthur Schopenhauer

　　 kindness and courage, if not together, it completely useless.

　　 - Economist Yu Guangyuan

　　 we seem always in a given year, explosively grow explosively consciousness, explosively know a truth, let the calibration time had no meaning, has become a sub Boundary.

　　 - writer Han Song off

　　 people's spare time difference is that, while a person's fate to decide between 20:00 to 10:00. Set aside 2 hours every night to read, study, think or participate in meaningful speeches and discussions. You will find that your life is gradually changing. After several years of persistence, success will beckon you.

　　——Two hours to decide your destiny

　　 To make life happy, one must love daily chores. The light and shadow of clouds, the swaying of bamboos, the chirping of birds, the faces of pedestrians-the supreme nectar needs to be tasted from all the daily chores.

　　 - [Japanese] Akutagawa

　　 talking and writing, have a theme, there is a plan, there are many levels, there are head and tail, not incoherent. There are not too many people who are willing to write articles attentively, and even fewer people who know how to tailor it while talking.

　　 - "The art of conversation," Liang Shih-chiu

　　 I do not know what is a gentleman, but is willing to suffer every thing is; I do not know what is the villain, but the good thing is to take advantage of each.

　　 - Master Hong Yi's

　　 life need to make two kinds of people: a mentor, two good friends. Practicing two skills: one is moving things, and the other is talking to people. There are two things you can eat: one suffers, and the other suffers. Consciously cultivate two habits: one is reading a good book, and the other is listening to lectures. Strive for two extremes: one is to maximize the potential, and the other is to extend life to the longest.

　　 - Anonymous

　　 middle-aged wit, is quite aware of life, to know themselves, so do what you can do things, enjoying their best to enjoy life. The child actor in the class is suitable to sing the full version of the big martial arts, and the middle-aged actor can afford the big axon drama, only because he can really understand the content of the drama in his middle age.

　　 - Liang Shih-chiu

　　 Some people say that everyone has two worlds: one is the work of the city, is a nostalgic home; for storing a body, a soul for storage.

　　 - microblogging Quotations

　　 and its smooth sailing listen to people pointing alive, not as their own to go to trial and error, so have actually learned more.

　　 ——Maugham’s "The Shackles of Human Nature"

　　 Eating can stop hunger, drinking can stop thirst, fear can stop misfortune, and it can stop greed.

　　- Life Wisdom from Tseng's

　　 habit if not the best servant is the worst owner.

　　 - a good habit, although very important, but also pay attention to, can not be bound by old habits and stop new exploration

　　 read a trip, reading countless people, expert guiding.

　　 - to enhance the pattern of four stages

　　afraid to see study results show tyrants, wealthy people show off their wealth, couples show affection; learn more afraid to see Pa show loving, wealthy people show results, the couple show off their wealth.

　　 ——What you are afraid of comes from what you are afraid of. It is in full compliance with "Murphy's Law"

　　 .

　　 - singer Xu Song

　　 hear most people say, reference minority views, and ultimately make their own decisions.

　　 - give you advice each other's mutual affection, and decision-making is own responsibility

　　we tend to romanticize the distant poor, and poor people around demonized.

　　 ——People often lack objectivity in judging things

 The first country in the world to grow cotton was India. After that, cotton traveled eastward from the north and the south to China: the southern route traveled to Yunnan via Southeast Asia, and the northern route came to Xinjiang via the Western Regions. To the west, it passed through the Arabian Peninsula to Europe, and after the discovery of the New World, it passed from Europe to the Americas. From the perspective of plant structure, cotton is not a flower, but a fruit; but cotton also blooms. The stamen of cotton is yellow, and the petals are milky white at first, and soon turn dark red. Then they wither and become a green cotton boll that matures. After cracking, a small group of soft white fibers will be exposed. This small group of white fibers cannot be underestimated, because it plays an extremely important role in everything from medicinal materials to nectar, from clothing materials to medical gauze, from edible oil to the defense industry.

It is precisely because it is important that the Chinese sing it in the simplest language: "The cotton show in May, the cotton is dry in August. The flowers bloom and the world is warm, but the flowers fall and the world is cold." In the English-speaking world, people call it "Platinum." . In Norse mythology, cotton is imagined as "wool on the tree". From the perspective of the development of world history, it was the global travel of cotton that gave birth to the Jenny spinning machine, and then Watt’s steam engine, and the birth of the world’s first industrial city—Manchester; it was also the travel of cotton that stimulated The slave trade of European colonists led to the subsequent American Civil War and ultimately changed the world's pattern.

Gubei and Baibai, the strange names of western cotton

Since the orangutans say goodbye, dressing has become the most important appearance feature of human beings. Song Yingxing of the Ming Dynasty opened the second volume of "Tiangong Kaiwu·Naifu", saying: "The noble one hangs his clothes, and the glorious mountain dragon can govern the world. Different from animals.” Although they are all clothes, the materials of the clothes are very different. The upper class has more silk, which is smooth and drapable. The ordinary people have more coarse fiber clothes such as kudzu, hemp, and ramie to hide their shame. Shelter from the cold. Compared with silk, Pueraria lobata has rough hand feeling and poor skin-friendliness, so it is not an ideal clothing material.

From the perspective of production methods, the production of silk requires mulberry cultivation, silk stripping and weaving to make garments. The procedures are complicated and the cost is high. However, ramie and other plants have high yields, and it is easy to extract fibers for making clothes. In ancient times when productivity was low, this was only the choice of ordinary people's clothing. Mr. Shen Congwen pointed out in the article "The bits and pieces of ancient clothing materials and other life things seen from cultural relics": "(China) The Shang Dynasty has been able to weave very thin silks and patterns with brocades, but it is more Many people generally wear natural-colored mochi or coarse woolen clothes."

As Zhang Qian emptied the Western Regions, the Eastern and Western cultures began to exchange and blend. During the Northern and Southern Dynasties, a kind of strange clothing called "Gubei" or "Baibei" began to appear in Chinese historical records, vaguely announcing a clothing material. The arrival of the revolution. "Song Shu · Yiman Biography · Heluo Danguo" records: "In the seventh year of Yuanjia (430 years), the envoys presented the diamond ring, the red parrot bird, the ancient white shell of Tianzhu country, the ancient shell of Yebo country, etc. "In this list of tribute to the Liu Song regime of the Southern Dynasties from the Hara Dan Kingdom (present-day Sumatra, Indonesia), Gubei has an important position and a prominent weight. What is Gubei? The book "Southern History·Yiqian Biography·Lin Yiguo" explains: "The ancient shells have the names of the trees, and their flowers are like goose feathers when they are formed. "Obviously, this is the description of cotton. Judging from the source of the ancient shells used as a tribute to the Hara Shan Kingdom, there are both Tianzhu (ancient India) and Yebo Kingdom (now Java Island, Indonesia), indicating that cotton had traveled from India to Southeast Asia at that time. Local planting and textiles.

Information about the cultivation of cotton and cotton weaving in Southeast Asian countries is not uncommon in Chinese historical records after the Northern and Southern Dynasties. For example, it is recorded in "Sui Biography": "Nanman Zhenla Kingdom (now Cambodia), in the southwest of Linyi, Ben Funan's vassal state is also ... The corolla is adorned with pearls, the feet are leathery, and the ears are draped with gold. They are often served white, and ivory is used as the sorrow." "Old Tang Book · Southwest Barbarian" records: "(Lin Yiguo, now southern Vietnam) Wang Zhu Baihe Gubei, slanted shoulders, round the waist, with pearls and golden locks, thought of 璎珞, curly hair and wore flowers." The Song Dynasty’s "Taiping Huanyu Ji Lin Yi Guo" also recorded: "The king wore a golden flower crown, shaped like Zhang Fu, plus Ying Luo. , To ride the elephant, blow snails and drums, cover the ancient shells with umbrellas, and use the ancient shells as the flags, and the king’s decorations.” For the ancient shells of Linyi country, he also explained: “The ancient shells are the names of the trees and the flowers. As such, the wool is spun with high grades to make the cloth, which is not so white and the cloth. It is also dyed into five colors and woven into patchwork."

In these records, people praise and describe this novel material with gorgeous language and apt metaphors, and they don't hesitate to write about these Gubei and Baibai who traveled from far away regions. Because for the Chinese, the source of clothing at that time was only two extremes: one was the noble and comfortable silk, and the other was the cheap Gema made by the people. If there is a material that is both comfortable and close-fitting and inexpensive to make between the two, it is certainly worthy of people's attention and advocacy.

In terms of time, the Northwest was the first area where cotton entered and took root in China. "Liang Shu · Northwestern Zhu Rong Biography" records: "Gaochang country, a lot of vegetation, the grass is like a cocoon, the silk in the cocoon is like a thin thread, the name is white breaking, the Chinese people often take it and weave it as a cloth. The cloth is very soft and white. It’s used in the market.” Gaochang State is today’s Turpan region of Xinjiang. According to historical records, cotton planting and commercial cotton production have been realized here as early as the Northern and Southern Dynasties. The cotton produced is not only for personal use, but also flows into the commodity market. This shows that the output of cotton cloth is not low, and the craftsmanship is excellent. At the beginning of the Tang Dynasty, when Master Xuanzang traveled west to Khotan (now Hotan, Xinjiang), he found that the locals "would wear less brown felt fur, and more clothed and white." The northwest is bitterly cold, and the earliest winter clothing can only rely on animal skins, and the introduction of cotton has given people more choices. In this regard, the "Xin Tang Shu" annotated: "Ancient shell, grass is also used to seize the flowers as cloth, thickly called shells, finely called break." In other words, Baibai is white cotton cloth.

In the article "Looking at the Introduction of "Cotton" and Its Development in China from Its Different Translation", Dr. Du Xiaoli believes that "吉贝" is transliterated from the Sanskrit Karpasa, and "白氎" is the Persian Pambak dip. Transliteration. The different names of cotton and cotton products reflect the different travel routes of cotton. Generally speaking, the woody cotton and its products from the south are called "Gibei", which is close in appearance and inaccurate. "Gibei" is also written as "Gubei".

From the geographical point of view, Gaochang in the Western Regions is located at the core of the Silk Road. It is an important node for the residence and transfer of Western thoughts, artifacts, and personnel. It is also one of the most important Buddhist kingdoms in the Western Regions. Buddhism was born in India, and India is the hometown of cotton. There are many accounts about cotton in the early Buddhist scriptures. For example, in the "Twenty-four Chapters of Buddha's Sutra" translated by Kaye Moteng in the Eastern Han Dynasty, there is "I regard the position of the princes" Like the dust in the gap, the treasures of gold and jade are like gravel, and the clothes of Susu are like evil." Therefore, in the early cultural exchanges between China and India, cotton was probably brought here for planting along with the spread of Buddhism, then spun and weaving, and then sent to the mainland. In terms of administrative management, Gaochang was within the territory of the Tang Dynasty. The conquest of Gaochang by the Tang Dynasty must have greatly stimulated its cotton production and became a source of clothing for the people in Northwest China during the Tang Dynasty and before.

From the frontier to the inland, cotton planting and men's farming and women's weaving

The latest statistics from the Food and Agriculture Organization of the United Nations show that in 2019, China's cotton production was 6.842 million tons, more than 1.5 million tons higher than India, the world's second largest cotton production country. In China, 30% of the land is used for cotton cultivation, and Xinjiang is the world's largest cotton production base. As an important commercial crop, cotton is grown in 24 provinces in China. Nearly 300 million people across the country are involved in the planting and production of cotton. The planting range of cotton traverses China's east, west, north, south and has become one of the most familiar crops. In the past 30 years, special seedling mulching, plastic film mulching and double-season sowing of cotton and wheat have promoted the high yield of cotton in China, making China the largest cotton producer in the world. Now, China has the world's highest cotton production and the most complete cotton deep processing industrial system.

Although cotton has a long history of planting in the border areas, it was introduced to the mainland of China relatively late. The chapter "Cotton" in "The Foreign Civilization of the Tang Dynasty" (English name "The Golden Peach of Samarkand") by the American scholar Schaefer is devoted to the travel of Chinese cotton: "In the third century AD, cotton passed through two different The road was introduced into China: through the Western Regions and through Indochina. The cotton planting method was also introduced through these two roads. As early as the post-Han period, the non-Han people in this area later called'Yunnan' Cotton is growing."

Although cotton had already taken root in the northwest and southwest corners of China during the Tang Dynasty, during that period, cotton was not widely introduced in the mainland. In the late Tang Dynasty, the Arab traveler Suleiman traveled east to India and China. He recorded in "Suleiman’s Travel to the East" that in 851, he saw cotton in the (now) Beijing area, but cotton was only used as an ornamental plant. Planting crops. Since the Song Dynasty, cotton cultivation in the hinterland of the Central Plains began to increase. In the Ming Dynasty Qiu Jun’s "University Yanyi Supplement" records: "The seed (cotton) was first introduced in China between the Song and Yuan dynasties, and Guan, Shaan, Minguang and Guangxi were the first to benefit from it. also."

From the perspective of character creation, the Chinese character system before the Song Dynasty did not have "cotton" next to the wooden character. All things related to clothes and fabrics were twisted silk, such as silk, satin, thread, spinning, weaving, cotton, etc., in the Han Dynasty The word "cotton" is not included in "Shuowen Jiezi". The word "cotton" first appeared in the Song Dynasty. During the Gaozong period of the Southern Song Dynasty, Shi Zong, a native of Meizhou, Sichuan, first used the word "cotton" in his "Zizhitongjian Shiwen": "Kapok, which is mostly found in the south of the Yangtze River, is planted in spring on February and March. It is born on January 3. In the autumn, the yellow flowers are sturdy, and when they are ripe, the skin is cracked, and it blooms like cotton." In other words, in the Song Dynasty, ordinary Chinese may slowly enjoy the third type of clothing besides silk and ramie— The care of cotton.

In the Yuan Dynasty, cotton planting began to spread across the north and south of the Yangtze River. In the twenty-sixth year of the Yuan Dynasty (1289), Kublai Khan, in order to vigorously develop the cotton industry, also specially "set up Zhejiang, Jiangdong, Jiangxi, Huguang, and Fujian kapok promotion divisions." It is the responsibility of the people to lose 100,000 kapok every year." With the establishment and guidance of specialized government agencies, cotton has become an agricultural industry alongside the sericulture industry. With the expansion of the planting area, the technological innovation of the cotton spinning industry is also imminent. A woman who is respected as the "Huang Daopo" turned out. On the basis of improving the cotton spinning technology of the Li ethnic group in Hainan, she summed up "wrong yarn, color matching, comprehensive The weaving technology of "thread and flower" invented special textile machines, which greatly improved the efficiency and level of China's cotton spinning industry, and created new jobs for women, allowing China to enter the real "male farming and female weaving". era.

The slave trade and the American Civil War, the world travel of cotton

The history of cotton traveling to the West is closely related to Islamic culture. English cotton, French coton, Dutch katoen, Italian coton and other words are similar in writing and pronunciation because they all come from the Arabic qutun (cotton ) Transpose. This vocabulary relationship shows that it is under the influence of Arab cotton planting and cotton spinning technology that European talents have developed an interest in the cotton spinning industry. After tracing the roots, it was discovered that the Arabs’ cotton came from more eastern India. Historians point out that if silk is synonymous with ancient China, cotton has always been a symbol of India. In terms of cultivating and processing cotton, India's position is similar to that of ancient Egypt in cultivating and processing flax.

Compared with China, the raw materials of clothing in the ancient Western world were more single. In the 19th century, the British historian EJ Donnel wrote in the article "The Early History of Cotton": "In Palestine, Asia Minor, Greece, Italy and Spain, wool was mainly used for weaving; Northern European countries used hemp; Egypt used linen; China Use silk to spin.” It is precisely because of the single source of clothing that the Western world has always longed for silk and cotton from the East.

Donnel believes that there is sufficient evidence that as early as 330 BC, Alexander the Great might have brought cotton to Europe as a commodity during his expedition to the East. The archaeological site also proves that the Greeks used muslin or other cotton fabrics imported from India in at least 200 BC. But like silk traveling to the West, neither the Romans nor the Greeks have cracked the secrets of cotton cloth for a long time, nor have they achieved large-scale introductions. For a long time, the cotton cloth in the deep memory of Westerners still came from far away India.

Until the middle of the 17th century, a Venetian merchant named Tavernier also recorded: "Lakuqi (Malva Province, India) produces a thin and soft plain cloth that is exposed on the body, like No clothes are the same. This kind of plain cloth is not allowed to be sold by merchants. The officials followed the order and sent them to the palace of the Mughal the Great to make shirts and robes for the sultan and noble ladies in hot weather. Kings and nobles With great interest, watch them dance in this costume."

Regarding the trajectory of cotton traveling around the world, Sven Beckett, author of "The Cotton Empire: A Global History of Capitalism," believes that before Europeans discovered cotton, cotton was busy changing the lives of others outside Europe. In the 9th to 10th centuries, there was a "cotton wave" in Iran that supplied the needs of urban markets (especially Baghdad). In the account of "Marco Polo's Travels", cotton and cotton cloth are everywhere in the vast land from Armenia to Persia to China. At the same time, cotton went all the way west from India, entered the Middle East via Central Asia, and then rooted in the Mediterranean and Europe.

In 1497, the navigator Da Gama successfully opened up a sea route from Europe to India, bypassing the Cape of Good Hope. Since then, Europeans have obtained permission to trade directly with India. With the growth and decline of Western countries' maritime power, the United Kingdom eventually became the overlord of the ocean, and the import of cotton and cotton cloth became the largest trade between India and the United Kingdom. In order to process cotton and cotton products, the British carried out a series of industrial technological innovations, successively inventing the Jenny spinning machine and the Watt steam engine. Manchester also rose all the way in the development of the cotton industry and became the world's first industrialized city.

During this period, European colonists who went to the Americas found it difficult to plunder more gold and silver from Indian tribes. So they rushed to open plantations to grow tropical and subtropical crops such as sugarcane, cotton, and tobacco. In order to have a sufficient labor force, in 1619, the first batch of 20 black slaves plundered by the Dutch from Africa arrived in Jamestown, a colony of Virginia in North America. About 40 years later, the British took over from the Dutch and monopolized the slave trade in the Americas. With the continuous development of British colonies in North America, the number of black slaves in North America also increased sharply. By 1790, the number of black slaves in the United States reached more than 700,000.

These black slaves became the main labor force in the American cotton plantations. In 1793, American Whitney invented the cotton gin, which increased the efficiency of the original cotton weaving by nearly a hundred times. The profit of cotton planting and the cotton industry continued to increase, which stimulated a wider range of cotton planting and slave demand. By 1860, the six southern states of the United States, including Kentucky, Tennessee, and Alabama, had become cotton-growing areas, and more and more black slaves were engaged in cotton cultivation. From the perspective of the industrial chain of the world economy at that time, cotton cultivation in North America ensured the needs of the textile industry, the most important sector of the British Industrial Revolution at that time, and further promoted the development of the world industrial revolution. Marx once commented on this: "Without (North America) slavery, there would be no cotton, and without cotton, modern industry would not be conceivable."

However, the excessive reliance on cotton by the southern states has caused harm to the overall US economy, and the conflict between bloody slavery and modern civilization has become more and more acute. Finally, in 1861, the American Civil War rumbled at Fort Sumter. Started in the sound. The academic circles have always had different views on the nature of this war. Recently, Professor David Armitage of Harvard University clearly pointed out in his book "Civil War: History in Ideas" that this civil war is based on The economic consequences of a war of ideas that "cotton is king".

Thousands of years ago, when a woody plant with small milky white flowers began to travel around the world, it probably did not expect that it just wanted to warm people and provide people with a more comfortable dressing experience, but it did not want to change it profoundly. The pattern of world politics and the history of civilization.

 No blue flower can be found among the mountains and plains, and the blue flowers that I usually see are nothing more than artificial dyes. In fact, natural blue flowers are very rare. According to statistics, less than 10% of the 280,000 kinds of flowers in the world can naturally grow blue flowers.

Why are blue flowers so rare in nature?

In fact, the color of flowers depends on anthocyanins. Anthocyanin is a kind of plant pigment, which exists in the cell sap of plant cell vacuoles. With the change of pH, it will show different colors. The stronger the acidity, the redder the anthocyanin; the stronger the alkalinity, the bluer the anthocyanin; under neutral conditions, the anthocyanin will appear purple. Normally, the soil environment where plants grow is mostly neutral or weakly acidic, so it is difficult to find naturally growing blue flowers.

However, British scientists have found that pollinators such as birds and insects prefer purple and blue flowers, because such flowers are often richer in nectar and sweeter. So flowers that are neither purple nor blue are going to fall out of favor? Don't worry, the flowers have their own tricks, they do everything they can to attract pollinators. Can't grow naturally? Then I will make it myself!

Homemade blue halo

In order to make up for their natural shortcomings, the flowers took a different approach and created a blue halo by themselves.

The discovery of the blue halo of flowers is actually an encounter. One day, Beverly Glover, a professor of botany at the University of Cambridge, was strolling on the campus and stumbled upon a scallop flower. When you walk around the scallop flower, you will find that different angles will reflect different luster. When she reached a certain angle, she found the flower glowing with a blue halo. She was shocked! Because as a botanist, she knows how scarce blue is in flowers. She looked carefully and carefully, and found that the petals of the bellflower flower were white and nearly light yellow, but the bottom of the petals was burgundy, that is, the burgundy part of the petals was glowing blue.

Is this an accidental phenomenon? Professor Glover also studied other flowers and found that this is not accidental. Many other different types of flowers also have blue halos. The blue halos are all located at the bottom end of the petals, some of which can be directly observed with the naked eye, and some require the help of experimental equipment to see. The blue halo that is visible to the naked eye has a darker color at the bottom of the petals, such as the burgundy part of bergamot. The blue halo on the petals with lighter bottom color cannot be directly observed with our eyes, such as white or yellow background. But the sensitivity of bees to colors is different from that of the human eye. Experiments show that no matter what kind of blue halo, bees can be seen.

So how exactly is the blue halo produced?

Under the microscope, a flower with a blue halo, the cells in other parts of the petals are flat and smooth, only the cells at the bottom of the petals have many tiny folds. These folds are relatively regularly spaced, and some are similar to the grooves on a vinyl record. . These uneven structures are the cause of the blue halo. When the light pours down, these folds will selectively absorb part of the light and reflect the other part, which will produce different colors of light at different angles. Different types of flowers reflect different light due to their own structural characteristics. But coincidentally, blue halos are all produced. Previous studies have shown that bee pollinators prefer blue-violet light, so are these homemade blue halos really effective?

"Recruiting Bees and Butterflies"

In order to verify whether the blue halo can help the flowers attract pollinators, the researchers conducted a controlled experiment.

There are three groups of artificial flowers, one of which has folds, but these folds are irregular and chaotic. The second group of flowers also have folds, these folds are very regular, the spacing, size, and shape are exactly the same. The folds of the third group of flowers are similar to natural flowers. As a result, the first group of flowers did not produce any optical effects, which were unremarkable; the second group of reflections had rainbow-like colors, but no blue halo was produced. The third group produced a blue halo, the same as natural flowers. Use these three groups of flowers to attract bumblebees. Under the same conditions, bumblebees can quickly find flowers with a blue halo. It can be seen from this that these natural flowers are very ingenious, neither too disorderly nor too orderly, they grow up to attract pollinators just right. It seems that the blue halo is indeed the magic weapon for the flowers to "recruit bees and butterflies" and make up for their inherent shortcomings.

These blue halos are not inherent to angiosperms. Angiosperms have existed on the earth as early as 200 million years ago, but the flower fossils of that period did not have a structure capable of producing folds. In the Cretaceous period about 100 million years ago, dinosaurs were still the overlords of the earth. Huaer began their evolutionary journey, gradually appearing fold structures, and then evolved many times. And every evolution of them is in step with the evolution of insects, especially those that collect nectar.

In addition, in nature, some flowers need wind to pollinate, while others need pollinators, such as birds and insects, to help pollinate. Flowers that need insects to help pollinate naturally must be able to attract the attention of pollinators. It is not only a specific kind of flower that has evolved to produce blue halo structures. Most flowers that need insects to help pollinate have this function. Favorite blue to attract them. This is a kind of convergent evolution, in which different species have evolved the same structure due to environmental and other factors. Obviously, although the species of flowers are different, their purpose is the same. The ultimate goal of flower evolution is to "recruit bees and butterflies" to complete its own reproduction process.

The perfect structure creates a blue halo and attracts pollinators. The flowers have their own tricks and no longer have to worry about whether they are blue or purple.

 Jane Austen (1775-1817) is immortal. This English country woman who has only written 6 novels in her life and has no legendary experience has never been eliminated by readers in the cruel literary world and the revolutionary fun revolution. For more than two hundred years, everywhere and in any corner of the world, there have been people reading and discussing her in different languages ​​and different moods. Generations of readers have found comfort and empathy in her "small pattern" family story. , Even creative inspiration.

But such a writer who can be called "starlight" in any case is almost invisible in his family, and his sense of existence is extremely weak. Jane's brother said that her life was "not vigorous, nothing to tell", and her niece even regarded it as a "poor relative with depravity." This contrast must make Jane Austen’s fans and researchers very painful, so British biographer Claire Tomalin started with the huge Austin family network, using Jane’s family, neighbors, and even various social relationships. Radiate extensively for the origin, look for clues about her from other people’s letters, diaries, family accounts, and memoirs. By restoring the details of life in the era and the social picture, let the Jane Austen models hidden in the crowd come out. Show its true, rich and extraordinary life.

Man without portrait

Jane Austen was born among a large, energetic, and adventurous noble family. Jane's parents have 7 children. Except for her disabled brother George, she is the only person in the family who does not have an official portrait.

The most common portrait of Jane Austen that people see now is based on a rough watercolor sketch of Jane’s sister Cassandra, which has been made with a considerable degree of beautification.

It’s easy to imagine Jane as the Elizabeth Bennett in Pride and Prejudice: with dignified, sedate and intelligent eyes, she always looks at a neighbor’s "who must marry a wife" with a slightly sly and mischievous look. "Wealthy bachelor", she lives in a quiet country. The major event of her life is to live in the city or go outing with friends and neighbors. The changes in the era seem to be in another dimension far away from her. She is open-minded and easy-going, most of the reasons. It is because of having a dad who upholds the wisdom of life, "Life is nothing more than making others laugh, and then laugh at others".

She doesn't have any autobiographical texts. The women in her family seem to have the habit of keeping diaries, but there are no words from Jane Austen in these diaries. Most of Jane's letters were burned. Perhaps her family subconsciously wanted to protect her privacy. The more reason might be that in this big family, she has never been taken seriously, just like her absence in the family portrait.

Indeed, the Austin family has no shortage of brilliant and talented men. Most of the male relatives have achieved success in the secular sense, while the female relatives have gained attention from the real world. Some of Jane’s elder brothers studied at prestigious schools, some inherited large fortunes from their adoptive parents, some became admiral of the navy, and some became popular in the business world; Jane’s aunt once went to India alone at a young age, and Jane’s cousin became After the French Countess, she became the widow of the victim on the guillotine during the Revolution.

At first glance, Jane Austen’s life is indeed very ordinary. Her world seems to be confined to the "three or four families" in her writing. The big and small things and the ups and downs she has experienced are not worthwhile in any era. She is as smart and sensitive as simple, but she possesses the supernatural power of translating memory into the macrocosm. She is good at observing and possesses a “real sense of humor based on a frank mentality” that is rare for women at the time. She can perceive everything in a small world. Thousands of weather, finally use novels to show the edge of humanity. Jane was unmarried all his life, and she was only 42 years old when she passed away. But today, people still read her and love to read her. This is a kind of same-frequency resonance on the spiritual level between human beings in fragile and difficult to continue emotional relationships. The beautiful tacit understanding.

Claire Tomalin, the author of "The Biography of Jane Austen," said: "It's not a person, but a book; it's not marriage, but art, which became her adventure."

"Eloquent blood and gentle cheeks"

In the Austin era, it was against the genre for women to write books, and novels were a literary genre that was underestimated. Jane probably never thought of going down in history. She was engaged in writing and shared housework, without the vanity and pride of a writer.

Jane's male relatives and friends rarely affirmed or encouraged her writing. When her brother wrote a nostalgic article about Jane, he was full of praise for her personality and personality, but rarely talked about the quality and content of her writing. Women's evaluation of her is more complicated. Although they admit that Jane has a "good smile and light walk", they also look at her sharply. Tomalin concluded that this was the trouble caused by Jane's "stingling wisdom". When Jane's cousin commented on her, she was not very friendly, saying that she was "willful and pretentious, not pretty at all", which did not fit the traditional image of a girl.

How could she meet it? Among the people she knows well, she is apostate. As the daughter of a pastor, no one prays in her novels, no one goes to church, and rarely seeks strength from God or the pastor. But in the eyes of another female writer, Charlotte Bronte, who was a little later than her, Jane Austen was hopelessly conservative: "She has no idea about passion... ("Pride and Prejudice") It's just an accurate and stereotyped depiction of an ordinary face, a well-fenced, highly cultivated garden, but no bright and vivid landscape...I don't want to live with her lady and gentleman in those elegant but cramped houses. "

Although Charlotte Bronte's evaluation is harsh and unfair, it is not difficult to imagine why she criticized Jane Austen from the style of the works of the two writers. "Jane Eyre" is an unrestrained romance that whizzes through the wasteland, and Jane Austen's works do lack strong sensory stimulation.

Bronte would not have thought that the first novel in life written by Jane Austen, who "did not understand passion" at the age of 14, was actually a black comedy, "denying family virtues and ethics with passion and authority" , And has a sense of humor of "from beginning to end, majestic and never exhausted". It is difficult for the world to imagine that Jane Austen’s two most prestigious books "Sense and Emotion" and "Pride and Prejudice" were written in the most bleak period of her and her sister Cassandra: then, Cassandra Ra’s fiancé died in a foreign land, while Jane Austen experienced a painful loss of love due to no property. Jane Austen is restrained. After understanding the fragility of eros, experiencing the painful cringe and the unattainable taste after the blood boiled, her work is no longer the absurd frenzy of her youth, and her tension exists in Under the long flowing still water, between the corners of the eyes and eyebrows of pouring tea, pacing and Zhanxin.