Economic Daily: Rural sports events need to balance "commercial flavor" and "village flavor" across the country. Grip | luminosity | competition
Recently, sports events such as "Village BA" and "Village Super League" have become popular throughout the country. Some people say that rural competitions are sports activities for local people to entertain themselves and should not be overly packaged or hyped up. Some people also say that with traffic, there are business opportunities, and the commercial value behind rural competitions is great and worth exploring. How should rural competitions balance "village flavor" and "commercial flavor" in their development?
As the first national football typical county, Rongjiang County has a profound football mass base. In Taypan Village, every year after the busy farming season, the villagers will hold a basketball game to celebrate the grain harvest. In addition to the competition, the villagers sang and danced and held banquets to celebrate. The folk culture and characteristic customs all showed the unique charm of the rural competition.
Why did two historic competitions suddenly become popular? In addition to the strong support of the local government, the media and short video platforms contributed a lot. For example, Guizhou's "Village Super" was broadcast live by CCTV news, and the total number of short video platform related topics was over 1 billion times. Huge traffic should be moderately developed, but also with a long-term view.
Take the game as the medium to enlarge the comprehensive benefits. The sport itself has commercial value. A few days ago, the Kuaishou platform broadcast Guizhou Anshun "Village BA", which not only brought a lot of traffic, but also catered to the "down-to-earth" marketing strategy of some brands. The short video platform has played an "amplifier" role in mining the comprehensive benefits of the event.
Take the race as the medium to build the whole industrial chain. Statistics show that the three-day and two-night "Village BA" finals in Taijiang County received 181900 tourists and achieved a comprehensive tourism income of 55.16 million yuan, double that of last year. Rongjiang County is also creating a "super economy" of "super fun", "super delicious" and "super good living". To develop rural sports events, we might as well start with the industrial chain, let sports activities cooperate with tourism, catering, retail and other related industries, and create new growth points for the rural economy through the influence of events.
With a good hand of large flow and high exposure, rural events should pay attention to digging out the "commercial flavor" instead of the "village flavor". First of all, it is necessary to ensure that "commercial flavor" does not enter the competition field. From "village BA" to "village super", the organizers insist on not charging tickets and not pulling sponsorship. From players to referees, we insist on choosing villagers worthy of the name, which ensures the original flavor of rural events. Secondly, we should maintain the uniqueness of "village flavor. Rural events continue to be hot, around the formation of a "catch-up" atmosphere, have been brewing the next explosion. Rural basketball matches in Henan, Fujian, Guangdong and other places have also entered the public eye. For the platform, to build the event IP should not be more refined. The IP of the event is based on its characteristics, and it should dig deep into the local cultural characteristics and present unique cultural connotations.
Looking at the whole country, there are many areas of rural amateur life is very vivid, but the lack of attention. There is no shortage of sports-loving people in some villages, but they cannot afford to host large-scale events. In this regard, the government and the platform should play a greater role, so that the hot rural cultural life through the Internet spread out of the circle, break the circle, so that more rural sports dreams through the media spread to bloom.
Sports events have unique economic and cultural values. There is no contradiction between retaining the "village flavor" and digging out the "business flavor. The "village BA" and "village super" are popular, which proves that rural cultural and sports life is not only a stage for the masses to entertain themselves, but also a window to show the achievements of rural revitalization. It is also expected to become a new channel for enriching the people and increasing their income. As long as all innovations revolve around the hearts of the people and let the masses become the protagonists inside and outside the stadium, the "taste" of rural sports events will get better and better.
