the
insider FITNESS catalog
2019
KOL BIBLE Luxury Fashion Beauty Travel F&& B Fitness Child & Parent Foreign
By
Luxury fashion
Personal styling Shopping ADVISER
beauty
Makeup skin care
fitness
YOGA bodybuilding
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P16 P28
P34 P54
P66 P72
travel
P82
food & beverage
P104
child & parent Kids’ Fashion Parenting Baby
FOREIGN
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P114 P124 P130 P136
CONTRIBUTORS: Elijah Whaley / CMO Lea Mao / Art Director Grace Tao / CN Editor-in-Chief Daniel / EN Editor-in-Chief Yuki Lau / Graphic Designer Yunying Zhang / Illustration Artist Vivian Weng / Catalog Curator Zoe Liu / Catalog Curator Mini Lu / Catalog Curator Daisy Fang / Catalog Curator www.litao.lt / Translation
Partners:
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Special
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K i m L e itz es foun de d PA RKL U in 2011 because she knew t here had t o b e a be tte r w ay for br ands t o work wit h Chinese inf luencers. S i n c e th en , global br an ds such as Apple, U nilever, Est ée L auder, Lu l u l em on , Book in g. c om , a nd t he NBA have all used P ARKL U t o l a u n c h h igh ly s uc c es s ful K OL market ing campaigns in China. T h e c om pan y puts Ch in a’s t op cont ent creat ors all on one plat f orm a n d a dds c om pr e h e n s ive , r eal-t ime campaign t racking sof t ware and a n a l ytic s . PA RKLU r e gular ly works wit h companies small and large, fr om i n depe n de n t labels to F ort une 100 mult inat ionals. W i t h PA RK LU’s platfor m, market ing t eams can save hours of re s e a r c h, impr ove th eir c ommunicat ion wit h KOL s, and t rack cam p a i g n s automatic ally us in g market ing t echnology built in-house. The we b - bas e d platfor m an d app compiles essent ial dat a f rom across all o f C h in a’s s oc ial me dia n e t works and let s you aut omat e inf luencer p a y m en ts , r e por tin g an d other t ime- consuming t asks. W e ’ r e pr oud to h av e be e n f eat ured in The New York Times, F orbes, A d A ge , Campaign , CCTV , WWD, Ret ail in Asia, TechNode, and J ing Daily.
ww w . par k lu.c om s a l e s @par k lu.c om
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Leading Social Media and Digital Marketing Platform with Personnel Recruitment
Found in 2008, SocialBeta is the leading digital media in China focusing on digital, social media, marketing innovation and creativity. They cover top marketing and ad news, case studies and resources related to publishing, agency, brand and digital platform. They also provides recruitment services for corporations and job applicants.
SocialBeta owns HUNT Community (the online community for case sharing) and Dujiao Recruitment (the first Chinese digital marketing recruitment platform) WeChat accounts: hisocialbeta
@SocialBeta
0571-86892880
Exploring The Evolution of Communication between Brands and Consumers
Leading Media of Digital Marketing
www.socialbeta.com
The Recruitment Platform of Marketing and Advertising Fields www.dujiao.net
Business Partnershipďźšinfo@socialbeta.com
an
www.litao.lt
The one-stop source for retail intelligence in Asia
InMarket InShops InSectors InTrend
InEvent
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InTech InTelligence
RetailinAsia.com is the Asia’s pioneer free news website dedicated to the retail industry. Retail in Asia keeps its readers updated with the latest news, trends, reports, events and openings on everything that is happening across the Asian retail landscape. Retail in Asia has also a Consulting division supported by a team of executives with over 50 years of combined experiences in the industry.
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www.retailinasia.com
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2,634 people around the world subscribe to Influence Weekly to keep up to date on trends, insights, analytics that matter to our industry. Readers include Marketers, Brands, Agencies, Agents, Managers, and Influencers. Contact us: andrew@kampheyapproved.com
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Fitness CATALOG
XIAO JIE: New Street Dance is Born When East Meets West 2008: Champion of CCTV5 M-ZONE national street dance competition in the men’s singles category 2010-2014: Four-time consecutive winner of Keep On Dancing, an elite global street dance challenge 2012: Runner-up of Juste Debout World Street Dance Competition in France 2013: Voted the most popular contestant of a China’s So You Think You Can Dance and the only street dancer to make to finals
2014: Invited to be a judge of the WDC International Street Dance Competition in Japan, becoming the first Chinese dancer to act as a guest judge in the country
2015: Runner-up in POPLOCKBOX, an international street dance competition in Japan 2015: Invited to choreograph the CCTV show Qunyinghui (Gathering of Heroes) 2015: After the Street Dance Chapter of the Chinese Dancers Association was established, appointed Deputy Director of the Standing Committee of the Sichuan Union
2017: Performed at CCTV-1 Spring Festival Gala 2018: Dubbed the “God of War” of street dance after participating in Hot Blood Dance Crew, a Chinese reality show produced by iQiyi
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Making traditional performers recognize street dance through a fusion of East and West
“Apart from sleeping and eating, there’s nothing else in my life but dance – that’s how passionate I am about it.” Xiao Jie has been in street dance since 14. He became a city champion while still in middle school. Although, at the time, his family disapproved at first, his persistence moved them. He went to Beijing to continue his studies and won silver in the Beijing TV Street Dance Competition. Xiao Jie says dancing is the only thing he needs in life apart from eating and sleeping. In Beijing, Xiao Jie met his first teacher, Feng Zheng, a veteran street dancer and Korean dance instructor. One year later, Xiao Jie started gaining influence on the dance scene thanks to the nationally televised M-Zone street dance competition. At the beginning of his dance career, Xiao Jie was “not even able to pass auditions in China,” he recalls. “I even started doubting if I was simply not suited for street dance. Later on, totally by chance, I went to compete in a street dance competition in Japan. I even had to borrow money for that trip, and I was thrilled to reach the semifinals. After returning to China, I never left empty-handed again whenever I competed locally.”
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Once you come into public view, you don’t only receive praise, no matter how outstanding you are. Xiao Jie said that achievements speak for themselves when you’re faced with negativity. “I’m a four-time consecutive world champion, yet there may still be people who dislike me, but I don’t care. I just keep at it and focus on my field.” Before interviewing Xiao Jie, I watched one of his earlier interviews, in which he said that he not only wants to inspire young people to get into street dance, but also gain support and recognition for street dance from traditonal performers. But how can people’s perception of street dance change? “Fusion.” He explains.“If you add Chinese thought and humor to street dance body language, it takes on a totally new and interesting face. Foreigners also love it if you mix unique elements of Chinese culture, such as traditional opera and its characters, into Western street dance — just like I did in my Monkey King dance.Street dance differs from traditional in that it emphasizes a kind of feeling rather than having lots of rules and restrictions.” Xiao Jie is very optimistic about the future of street dance in China. “Recently, the Chinese Dancers Association established the Street Dance Committee. They will be looking into the best ways to teach street dance classes that retain unique Chinese culture, be well received by foreigners, and spread positivity.”
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Be dedicated to your work, stay true to yourself, and remain humble Xiao Jie’s favorite Chinese dancer is Yang Liping because she is dedicated and refined. Once she has figured out what works for her, she sticks with it. Among foreign artists, his idol is Tony GoGo. “He was Michael Jackson’s teacher, and he’s also mine,” Xiao Jie laughed. When I ask him to share the secret of his success, he laughed modestly. “Success? I’m still on my way. The path towards success is full of exploration, and the most important thing is your personality. But, at the same time, you can’t get fixated on things. People say you have to stay true to yourself. However, as you get to know yourself better, it is also essential to constantly grow and see you strengths and weaknesses clearly instead of just blindly pushing through.” To young people who want to pursue a street dance career, Xiao Jie offers this advice: “You have to be dedicated and remain humble. Also, you need to be confident. When you find yourself on stage, no matter how you dance, you first need to have the courage to dance, the courage to express your shameless’s side, courage to take this step. “But if you are always living in fear, thinking that you need your dance to be perfect before performing, you’ll never get close to the stage.”
“ My fans used to buy shampoo I endorsed by the box.” Xiao Jie’s commercial collaborations are mostly short-term endorsements, performances or open classes. On social media, he is active on Weibo and Douyin. He works with brands from various industries, including lifestyle, food, clothing, and gaming. These include Head & Shoulders, Chips Ahoy, TOREAD, Fantastic Westward Journey (a popular video game), and Tianfang Yetan beverages. His posts are mostly dance videos and pictures. “My fans are unbelievable — They don’t reject any commercial content. When I worked with Head & Shoulders and Tianfang Yetan soft drinks, they used to buy the shampoo and the drinks by the box,” Xiao Jie says. He couldn’t be more convinced about influencers’ ability to endorse products. Normally, Xiao Jie interacts with his fans on Weibo and also maintains his fanbase through meet-ups.
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I love traditional handicrafts and exploring nature on my own. Besides my job, I enjoy traditional handicrafts. Because I’m a teacher, I spend many hours talking. Therefore, I am always looking forward to my time off work when I no longer need to speak. Creating anything with my hands is the best way to fulfil this longing for silence. I have visited many artisans who engage in the ancient practice of incense-making, and they passed it on to me. They create the healing aromas by following the traditional methods rigorously, and the fragrances are made by hand. In my spare time, I light a stick of this incense, brew some tea and practice Taichi: That’s the real pleasure of life. If I could learn just one more skill, it would be painting. As the Buddhists say, “Mind, just like the painter, can paint the different worlds.” I really wish I could draw out all the beautiful paintings I have experienced in my mind and share them with people. I also love traveling, and you could say I’m always on the road. This is because of my work commitments. I frequently travel for shoots and lectures. After arriving at a new place, I like to stroll around a bit and experience the local customs. However, what I enjoy most is not related to business travel. Every year, I forget my work, put on my backpack, and head out alone to the Zhongnan Mountains. I go there to do Zazen in an ancient temple. Exploring the valleys on my own is my traveling pastime.
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al medicine an dy
Yuan Hetang - Mi Luo • • • • • • •
A pioneer of integrating yoga and traditional Chinese medicine Head of TCM & Yoga at the Chinese Association of TCM The founder of Yuan Yoga Seventh-generation disciple of Chen Zimen, Chen Zimen, a unique school of traditional Chinese pediatric medicine (a unique school of traditional Chinese paediatric medicine, established in mid-Qing dynasty and named after its founder) Author of best-selling books
yoga
I hope to collaborate with brands that put quality first and value aesthetics. Some brands that have repeatedly sought me out for collaborations include COFCO, Beijing Enterprises, Chow Tai Fook, Li-Ning, The Palace Museum, and Huawei. I like to work with brands that put quality first, emphasize aesthetics and values, and are positive about life. In tech, I would love to work with Xiaomi, mostly because their designs are down-to-earth, practical, and aesthetically pleasing. They’re minimalist yet high-quality. The company works on making our lives more convenient as well as allowing us to enjoy the pleasures of technology. This is the direction I have always worked towards in my yoga practice. For sports brands, I would like to work with Adidas the most. I have always loved the idea of yoga clothing that could express the spirit of Chinese culture.
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04. 王楚函 Beijing Yoga & spirituality teacher Top mentioned brands: Sulwhasoo; LEED Content types: Fitness Fans: 215K WeChat account: 王楚函
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06. 流浪的瑜伽客 Yoga enthusiast
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03. 穿草鞋的小灰灰
Shenzhen
Overseas
Top mentioned brands: CLOSED Content types: Fitness Fans: 180K
Yoga instructor, food connoisseur and official KOL with LY.com and Lotour Top mentioned brands: Disney Baby; ZeroWater; Hermès Content types: Fitness; Travel; Food Fans: 464K
02. Rosie的瑜伽乐园 Xi’an Full-time traveler and yoga enthusiast Top mentioned brands: Victoria’s Secret; illi; Samyang Content types: Fitness Fans: 549K
05. 就是这个潇
01. 我是YEAH老师 Exercise and weight-loss KOL Top mentioned brands: Under Armour; Dooky Content types: Fitness Fans: 632K
Harbin
Sports blogger and rising Weibo star
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Top mentioned brands: NBA; GOO.N; Li-Ning Content types: Fitness Fans: 184K
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YOGA CATAlog
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08. jessica何耀辉 Beijing Nike China coach and sports blogger Top mentioned brands: Nike; ICA; ANA Content types: Fitness; Parenting Fans: 59K
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12. Adrian安杰 Yoga enthusiast
Xiamen
Top mentioned brands: KYE; Havaianas; Bless Content types: Fitness Fans： 6K 12
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07. 雪融雪融
Beijing
Sina Weibo sports content creator, Taobao store owner and sport blogger Top mentioned brands: lululemon; Taikoo; Robam Content types: Fitness Fans: 77K
10. Yoga美澄
Shenzhen
Sports blogger and Sina Weibo official content creator Top mentioned brands: Pure Encapsulations; ANA; Lorna Jane Content types: Fitness Fans: 35K
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11. Poorna苗
Founder of O-Yoga China Institute and book author
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Top mentioned brands: Front Row Shop; Apple; ReFa Content types: Fitness; Fashion Fans: 11K
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09. 林敏瑜伽
Changsha
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Beijing
Lululemon brand ambassador, visiting yoga instructor at the Asian Academy for Health Management & Sports Science, and author of several yoga books
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Top mentioned brands: lululemon; Issey Miyake; Malaysia Airlines Content types: Fitness; Fashion Fans: 54K
YOGA CATAlog 19
They Call Her the “Kardashian” of Jingan
Q & A
w i t h
Miniie
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I’m a cheerful, sunny person, and I’m good at noticing the tiny, beautiful details of everyday life and sending positive energy. I started exercising in 2013. I’ve been sharing my everyday achievements and improvements on Weibo since then. I noticed how my body has slowly begun to change – especially my booty curves. Fans started asking for advice more often, so I started live-streaming. I’ve used this as a platform to share my fitness experience, hoping to help them achieve their fitness goals.
I incorporate fitness and fashion Having worked as a fitness blogger for so many years, I can say there are two types of fitness. First is professional fitness, and fitness bloggers from this category work at becoming bodybuilders. The second is health and lifestyle blogging, and these bloggers share advice about fitness and jogging. I, on the other hand, try to incorporate the idea of fitness into fashion by breaking the primitive and outdated belief that fitness is all about muscle. I like to bring the concept of aesthetics to my fans instead.
Brand products are gifts to my followers Of course, I collaborate with some fitness brands I personally trust and events I approve of. I’ve worked with New Balance, Nike, Color Run and others. Often, I give away some of the brand products as gifts, as well as some items I use every day. My most memorable experience working with a brand was my very first collaboration. I went to Jeju Island to film but the weather was not great, and we shot while I was completely soaked from the rain. Despite this, I unexpectedly received some really good feedback from the brand. The life of the modern blogger is hard yet, at the same time, happy. I hope my sunny personality rubs off on those around me.
When my fans created a WeChat fan group, that made me feel so loved Two years ago, when the live-streaming trend started, I jumped on the bandwagon out of curiosity and started attracting attention. Fans really engaged with me and that kept me motivated. They even created a WeChat fan group where I could reply to their questions about fitness. They kept pulling more people into the group, and the whole thing moved me deeply. That made me put all my heart into my social media account, and I found myself making headlines on WeChat. After a while, I moved my fans to my Weibo page, where I post fitness photos, stories and videos. I also do giveaways to show gratitude to my fans. I feel incredible warmth towards them. Sometimes during live-streaming haters try to ruin the session, but my fans always stand up and support me in fending them them off. It makes me feel. I always stay true to myself, maintain my works’ original vision, and – instead of tons of brand collaborations – I focus on sharing my daily routines with fans.
body building CATAlog
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Sharing positive energy through dance
seeking new challenges
Mu Tong Mu Tong was a popular contestant on So You Think You Can Dance China, took part in the UDO World Street Dance Championship as part of the Chinese group KOD and is a frequent guest judge at major dance competitions. In total, Mu Tong’s dance career spans 15 years, but he still continually seeks new challenges.
Working with Brands:
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Some brands I’ve worked with are Adidas Originals, KOD, Ermenegildo Zegna, Hugo Boss, and PEACEBIRD. When choosing a partner, I normally look for trending brands. Of course, I look forward to cooperating with other kinds of brands too.
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DANce Dance is my best friend
I come from a generation that was influenced by Michael Jackson and H.O.T., a Korean idol group. At that time, I was still in middle school, and we all thought they were super cool. We dreamed about dancing like them. When I started dancing, I realized that dance is my best friend. I think dance is the closest you can get to your truest potential. When dancing, you become immersed in it, surrender, and forget about everything else.
Follow your heart and stay true to yourself
I’m a candid person who jokes around a lot, and I’m really enjoying life at the moment. My work lets me share my life and thoughts with lots of friends and dance lets me bring positive energy to my fans. My fans are mostly girls. I often chat with everybody in the fan group chats and live-stream to build a more personal relationship with them. Occasionally, I do lotteries and prize giveaways to show my gratitude for their support. Some of my fans want to become dancers and build careers as KOLs too. I tell them often that I hope they follow their hearts, be themselves, and commit to doing what they enjoy. It may not be easy at the beginning, but you will certainly get there if you don’t give up.
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04.éš?çżźLink
America
Weibo fitness blogger and Sina Weibo sports content creator 03.alextang888
Guangdong
Sports blogger and healthy diet advocate
Top mentioned brands: EGO; Coach; Rituals Content types: Fitness Fans: 335K
Top mentioned brands: NFL; OPI; Tegu Content types: Fitness Fans: 336K 202K 03
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05.ShellyLiuSH Founder of fitness brand Stay Sexy Top mentioned brands: Taobao; Enzymatic Therapy; Alexis Content types: Fitness Fans: 235K 05
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06.桑禹涵Sky
Beijing
Sports model and bodybuilder Top mentioned brands: ICA; Jason; VIPSHOP Content types: Fitness Fans: 191K
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BUILDING 01.Lara殿
Australia
2016 Australia IFBB Bikini 2nd place winner, 2016 Australia’s Women’s Natural Body Sculpting Novice 2nd place winner, and 4th representing Australia in the 2016 World Natural Bodybuilding Federation
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Top mentioned brands: Lorna Jane; Tmall; OMI Content types: Fitness Fans: 528K WeChat account: lara-fitness 02.邓梓杭Jason
Beijijng
Weibo sports blogger 01
Top mentioned brands: Jason; OMI; Adidas Content types: Fitness Fans: 353K 282K
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08.GiGiG Model and fitness enthusiast 10.诺佳Nokia
Beijing
Top mentioned brands: Kanon; VOV; Ufc Content types: Fitness Fans: 124K
Official KOL for Li-Ning, and brand ambassador for Nutrend and Super Soco Top mentioned brands: Nokia; CIRCUS BOY BAND; Sante Content types: Fitness Fans: 92K
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07.一介粗人_ Co-founder of AlphaGym and National University Student Bodybuilding Competition champion
09 09.Liszt-李灿 Founder of fitness studio Power Studio and advocate of healthy eating and scientific exercise
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Top mentioned brands: CIRCUS BOY BAND; Want Want; Nathan Content types: Fitness Fans: 119K
Top mentioned brands: ICA; Essie; Gold’s Gym Content types: Fitness Fans: 132K
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11.阿阿雨zzz
Zhejiang
12.女王爱健身-娴哥
Hangzhou
Leopard coaching staff and running enthusiast
Sina Weibo sports video content creator
Top mentioned brands: CIRCUS BOY BAND; Alpinestars; ZeroWater Content types: Fitness Fans: 64K
Top mentioned brands: Taobao; ZeroWater; lululemon Content types: Fitness Fans: 52K
15. iFitStar崔凯峰
Beijing
Fitness coach at iFitStar gym Top mentioned brands: Alpinestars;Adidas;Nike Content types: Fitness Fans: 25K
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17. 孙孙孙欧阳
F
Sichuan
Kickboxing, MMA, and Muay Thai athlete
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Top mentioned brands: Super; DESCENTE; Calvin Klein Content types: Fitness Fans: 23K
13.Flora--花花 Spokesperson for OLIMP and 2017 China Fitness and Bodybuilding Open champion Top mentioned brands: CIRCUS BOY BAND; OXO; UFC Content types: Fitness Fans: 32K 13
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14.Yorke邓
Guangdong
China Bodybuilding Association National-level fitness coach and Chinese brand ambassador for Precision Nutrition Top mentioned brands: Nathan; CIRCUS BOY BAND; Vita Coco Content types: Fitness Fans: 25K
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16. Alina李楠
Shanghai
2014 National Fitness Championship Miss Bikini and 2012 Miss Fitness champion, 2012 National Zumba Challenge champion, and 2011 Les Mills Body Pump Challenge champion Top mentioned brands: Garden of Life; Arena; Kerry Centre Content types: Fitness Fans: 24K
body building CATAlog 29
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