Source: Economic Daily
Author: Jiang Tianjiao
Recently, sports events such as "Village BA" and "Village Super" have been in China.Some people say that rural events are sports activities for local people to entertain themselves, and it is not advisable to overpowered hype.Some people also say that there is business opportunities for traffic. The commercial value behind rural events is very great, which is worth digging.How should rural events balance "village flavor" and "business flavor"?
As the first batch of typical national football counties, Rongjiang County has a deep foundation for football.In Taipan Village, every year after the agricultural busy, the villagers will hold a basketball game to celebrate the harvest of food.In addition to the event, the villagers sang and danced, celebrating the banquet, and the folk culture and characteristics all showed the unique charm of rural events.
Why did two historic games suddenly get angry?In addition to the strong support of the local government, the help of the media and short video platforms is indispensable.For example, Guizhou's "Village Super" was broadcast live by CCTV News, and the number of topics related to short video platforms exceeded 1 billion times.The huge traffic should be developed moderately, and it should be long -term.
Taking the race as the media to enlarge comprehensive benefits.Sports competition itself has commercial value.A few days ago, the Kuaishou Platform live broadcast "Village BA" in Anshun, Guizhou, not only brought a large traffic, but also catered to the marketing strategy of some brands of "grounding".The short video platform plays a "amplifier" role in tapping the comprehensive benefits of the event.
Taking the race as the media to create the entire industry chain.Data show that the "Village BA" finals in Taijiang County received 181,900 tourists for three days and two nights, and achieved a comprehensive tourism income of 55.16 million yuan (RMB, about 10.37 million yuan), which turned over last year.Rongjiang County is also creating "super fun", "super delicious" and "super good".To develop rural sports events, you may wish to start from the industrial chain to allow sports activities to cooperate with related industries such as tourism, catering, retail, and create a new growth point for rural economy through the influence of the event.
Holding a lot of traffic and high exposure, the rural events should pay attention to digging "business flavor" without changing the "village flavor".First of all, ensure that "business taste" does not enter the field.From "Village BA" to "Village Super", the organizer insisted that he would not accept tickets and sponsor.From players to referees, they insist on choosing a veritable villagers, ensuring the original flavor of rural events.Second, we must maintain the uniqueness of "village flavor".Rural events have continued to explode, and the atmosphere of "rushing to learn than learning" in various places has been brewing the next explosion.The rural basketball games in Henan, Fujian, Guangdong and other places have also entered the public vision.For the platform, it is not necessary to create an event IP.The competition IP is expensive, and it should be deeply excavated in the local cultural characteristics and presents unique cultural connotations.
Looking at the whole of China, there are still many regions of rural amateur life very vivid, but they lack attention.There are many people who love sports in some villages, but they can't afford large events.In this regard, the government and platforms should play a greater role, so that the hot rural cultural life can use the Internet to spread the circle and break the circle, so that the dreams of more rural sports will be spread through the media.
There is unique economic and cultural value behind sports events.It is not contradictory to retain "village flavor" and digging "business flavor".The "village BA" and "village super" fire out of fire proves that rural cultural and sports life is not only the stage for the people to entertain and self -entertainment, but also a window for showing the results of rural revitalization. It is also expected to become a new channel for the people to increase the income of the people.As long as all innovations focus on the original intention of the people and make the masses the protagonist inside and outside the field, the "taste" of rural sports events will become better and better.
