Sports Big Business No. 2802, welcome to pay attention to the leading sports industry information platform
Wen | Tan Liwen
Sports big business reporter
The first gold of the Chinese team! In the short track speed skating team mixed relay final held on the evening of the 5th, Chinese players Wu Dajing, Ren Ziwei, Qu Chunyu, Fan Kexin and Zhang Yuting won the first gold medal for the Chinese delegation and won the opening of the Winter Olympics! This gold medal greatly boosted the morale of the Chinese Legion and helped the Chinese Legion to achieve good results.
At the same time, the opening ceremony of the Winter Olympics is still the focus of heated discussions on various channels. Recall that the day before winning the first gold, on February 4, the fourth day of the first lunar month, the opening ceremony of the Beijing Winter Olympic Games was held at the Bird's Nest as scheduled. The stunning appearance of the countdown to the twenty-four solar terms can't help but make people sigh that the general director Zhang Yimou really understands the romance of Chinese.
"People" and the Olympic Games are inseparable. The 2022 Beijing Winter Olympics will further closely link the relationship between "people" and the Olympic Games.
As Zhang Yimou said in an interview, in 2008, the Chinese people still have a strong desire to talk about our glorious past and historical traditional culture, but this time, "in the international world, everyone understands what China is like, and we actually have to open our broad minds and tell everyone that together, we actually show 'we'." ”
The characteristic creativity at the opening ceremony this time also highlights the importance and attention paid to "people" in the Olympic Games, Beijing and even the whole country.
The Beijing 2022 Winter Olympics, which is also the first global comprehensive sports event held as scheduled since the outbreak of the new crown pneumonia epidemic, allows "athletes" of different colors around the world to meet in China as scheduled and carry forward the Olympic spirit; the Beijing Winter Olympics carry China's ice and snow dream, and the realization of the goal of "300 million people on ice and snow" is inseparable from the efforts of the "people of the whole country"; the flame of the Beijing Winter Olympics is burning again in the Bird's Nest after 14 years, which is inseparable from the escort of thousands of "people from all walks of life".
"People" also constitute the core wealth of the Olympic Games. It is also a true testament to the purpose of the Olympic Movement to make sport work for human development, thereby creating a better, more peaceful world that respects human dignity.
How to better convey the story of "people" and the Olympic Games to hundreds of millions of viewers around the world? As the official broadcaster of the Beijing 2022 Winter Olympics, Kuaishou is trying to answer this question - Kuaishou will pass on the story of "people" and the Winter Olympics to thousands of households through diversified "people" and diversified content derived from "people", allowing global users to watch this event from another perspective.
The Winter Olympics "man" on Kuaishou
Unlike on the field, Ren Ziwei has already seriously shared the knowledge of ice and snow sports on Kuaishou, "How many laps of men's 500-meter speed skating?" "How many laps did the men's 1500m speed skate?" "What is the difference between short track speed skating and speed skating?" Ren Ziwei in front of the camera stands straight, facing a series of tortures, and his straight answers let people see a different side of athletes than when they gallop on the field.
Another Chinese short-track speed skater, Fan Kexin, pulled the whole team together to cheer for China's "Ice and Snow Day Group" on Kuaishou, and a short but powerful sentence of "cheers" made the video get 148,000 likes. In this evening's short track speed skating mixed relay final, the Chinese team led by Ren Ziwei and Fan Kexin successfully won the championship and won the first gold medal for the Chinese Winter Olympic team.
Subsequently, Zhang Hui, the short track speed skating champion of the 2010 Winter Olympics who served as the flag protector at the opening ceremony, analyzed the short track speed skating race on Kuaishou live for the first time, and answered questions for the old irons of Kuaishou from a professional perspective.
Earlier, Han Xiaopeng, another freestyle skiing aerial skill champion at the 2006 Winter Olympics who served as a flag protector at the opening ceremony, had already made his kuaishou live broadcast debut in Zhangjiakou to bring the latest news from the front line of the Winter Olympics to the old irons. During the live broadcast, Han Xiaopeng also chatted with the fast ice and snow master Tiedou Lianmai and chatted about the story of the two people and ice and snow sports.
Whether it is Ren Ziwei and Fan Kexin, who are currently in service, or the retired Winter Olympic champions such as Zhang Hui and Han Xiaopeng, you will find that they often share ski-related content in the form of short videos + live broadcasts in Kuaishou, or record their daily life, or share their own experiences, and also present one side outside the arena to the audience, so that people can watch the Olympic Games from another perspective and show the charm of skiing for more people.
The content creators covering different fields such as celebrities, professional media organizations, athletes, Kuaishou masters, and Winter Olympic volunteers have formed the "Winter Olympic 100 Big Coffee Group" on Kuaishou, and they will take everyone to open a panoramic Olympic journey in Kuaishou from their own perspective through short videos and live broadcasts, sharing every aspect of the Beijing Winter Olympics.
If the content released by athletes on Kuaishou allows people to directly attack the Winter Olympics at the first time, then other Kuaishou masters represented by the "Chaoyang Winter Swim Monster Pigeon" use their own specialties to help the Olympics in another way. Since January this year, the winter swim monster pigeon has responded to the Olympic Games with his special winter swimming, the iconic "Tie a Fierce Son" and "Come on Ollie Give", making people feel his enthusiasm for sports again. Shangshu Talking, a fast-track player who has served as a doping prosecutor, shared the small "secrets" of athletes' diet before and after the game.
In addition, there are also the same fitness meals for Olympic athletes, the Winter Olympics refueling makeup, the Winter Olympics posture challenge, and all kinds of Winter Olympics-related content have been played by the masters. As soon as the fingers of the "fancy balloon maker" flipped, the Winter Olympics-themed fancy balloon appeared in front of the eyes; the cats, cats, dogs and dogs of "A Q Little Boss" also appeared together, and the two cute pets cheered for the ice and snow athletes; workers, farmers, scientists, traditional craftsmen, the elderly, students, and cute babies, these users and creators from the Kuaishou platform are using their own way to send blessings for the Winter Olympics in Kuaishou.
The warm atmosphere of "national ice and snow" on Kuaishou has also attracted many stars to participate spontaneously, and old friends such as Jackie Chan, Jay Chou, Shen Teng, Yue Yunpeng and other kuaishou have released videos to warm up for the wonderful activities during the Olympic Games; Yang Mi, Li Chen, Liu Yan, Zhang Yuxi, Yang Di, Zhang Li, Allen, Cheng Xiao, Wu Xuanyi and other star artists have also collectively recorded call videos to cheer for Olympic athletes.
It can be said that on Kuaishou, the enthusiasm of every old iron who pays attention to the Winter Olympics and loves the Winter Olympics is being ignited, gradually forming a warm atmosphere of the Winter Olympics with temperature and multi-dimensionality, infecting more people to join this happy party related to the Winter Olympics.
With the help of Winter Olympic sports events and kuaishou platform, more and more people gather together to share the lively atmosphere of the event.
Create the content matrix behind the "people"
People can really play while watching the Olympic Games in Kuaishou, this time, Kuaishou has met people's Olympic consumption needs to the greatest extent, and behind it is inseparable from the all-round content matrix operation strategy created by Kuaishou around people.
During the Winter Olympics, for the whole cycle from pre-competition to event, Kuaishou launched multiple innovations, creating a content matrix covering the entire event on demand + diversified self-made content + creative magic watch + interactive gameplay, etc., and a heavy guest lineup composed of a number of star athletes + popular stars + well-known hosts + professional celebrities + institutional media + Kuaishou masters.
First of all, in terms of event content, on the basis of continuing the on-demand broadcast of the entire event of the Tokyo Olympic Games, Kuaishou broadcast all the games of the Olympic Games through on-demand, bringing real "24-hour" uninterrupted reporting to users and the public.
Kuaishou will broadcast all the wonderful events of the Olympic Games throughout the on-demand mode, and continue to launch self-made content related to wonderful events, including champion airborne guests, star cross-border help, commentary on the interpretation of big coffee and athletes' wonderful short video collections, Olympic champions live tidbits, event content mixing cuts, hot lists of topics inside and outside the arena and other content that users like to hear, in line with the short video, live broadcast era user appreciation habits of "short flat fast" content, all-round to meet all kinds of audiences to quickly understand the status of the event, Diversified needs such as tidbits on and off the field.
In terms of self-made content, Kuaishou also launched a talk show "Ice and Snow Heroes" focusing on Chinese ice and snow athletes, and "Ice and Snow Express" focusing on hot events and event highlights during the Winter Olympics. It has also created cross-border sports entertainment variety shows such as "Ice and Snow Team Collision" and "Annual Taste of Ice and Snow Season", as well as the Winter Olympic series of short films "Twenty" that were praised by the People's Daily.
In addition, as mentioned earlier, many athletes will share their Winter Olympic diaries on Kuaishou, recording the life and training that took place in the Winter Olympic Village; as well as making important post-game voices and making relevant magic watches in the station; or writing isolation diaries and sharing stories of the quarantine period. In addition, Kuaishou has also invited many active and retired ice and snow athletes to record and share their stories with the Winter Olympics from more angles through short video + live broadcast and Lianmai interaction on the Kuaishou platform. The athletes and hosts will also share their post-game feelings in the first live broadcast after the game.
Of course, if athletes from all over the world are the protagonists of the Beijing Winter Olympics, then every spectator is the protagonist of the Beijing Winter Olympics. Therefore, in addition to showing a more diversified trend in content, this time, Kuaishou has greatly improved the participation of users through the official operation strategy.
Looking back at the one-month countdown to the Beijing Winter Olympics, the hand-flipped paper animation produced by two post-00s college students helped the Winter Olympics short film "Breaking the Cocoon" to ignite the whole network. One of the authors, the paper animation - Zhen Qiang, has signed a contract to become a "Kuaishou master", becoming part of the Kuaishou ecology, and they will continue to produce a series of athlete-related content during the Winter Olympics.
The non-heritage paper-cutting craftsman "Qingyuan Paper-cutting" Sunrise Oriental made the seven major items of the Winter Olympics into paper-cut posters, and appeared on 3 Weibo topic lists, making netizens exclaim "when Chinese red meets the Winter Olympics is so beautiful"; the talent Makino Jackdaw used bamboo to create a set of bamboo tea sets, implying that Chinese athletes are as tough and tenacious as bamboo; a student in Chongqing used game modeling to restore Olympic venues such as bird's nests, ice cubes, and snow ruyi to cheer for the Winter Olympics...
It is reported that in order to better promote the atmosphere of the National Winter Olympics during the Olympic Games, Kuaishou makes full use of the platform's own talent resources, mobilizes government affairs, media and other institutions, as well as more than 40 vertical categories, and displays and records the wonderful content of the Winter Olympics with different angles and more diverse characteristic content.
At the same time, the theme activities related to the Winter Olympics have attracted the participation of hundreds of millions of users. For example, the #Happy Ice and Snow Season of the Winter Olympics has successfully set off a boom in ice and snow sports on all platforms, and many ice and snow enthusiasts and professionals have photographed their own wonderful moments of ice and snow sports. There are cool skiing skills, high-energy skiing moves, and there are also sleigh rides and "out of the slippers" together.
On the snowy field, a touch of Chinese red drifted from near and far. After 95, miss Hanfu sister wore a red cape and stepped on the snowboard, like a royal sword flying through the snow field; Zeze, who was only 4 years old, leisurely slid down the snow slope with a snowboard. A little older than Zeze, the 7-year-old little snail is already the champion of the PSA Asian Snowboard Pro League. Challenging indoor jumping and popularizing skiing skills, Little Snail has gained 26,000 iron fans in Kuaishou with professionalism... As of press time, the #Winter Olympics Happy Ice Season has created 62,000 titles and received 4.26 billion views.
By focusing on different categories of content creators, Kuaishou has fully tapped the potential of users, that is, the diversified "content" created by the "people" who focused on diversification during the event mentioned above. With a variety of themed activities and interactive methods, Kuaishou has not only increased its viscosity with users, but also successfully created more diversified content through different categories of content creators.
It can be seen that in terms of creating a content matrix, Kuaishou is excavating the value of "people" as much as possible, creating momentum for the Olympic Games through more people with different identities, and even feeding the development of the Kuaishou community ecology itself.
Sports have become a new value-added direction for Kuaishou
Needless to say, the importance and influence of the Olympic Games sits at the top of the pyramid of global sporting events. Coincidentally, within a year, Kuaishou will face two major examinations for the Summer Olympic Games and the Winter Olympic Games.
In the face of the "first big test" of the Tokyo Olympic Games, Kuaishou handed over a dazzling report card. This report card is hidden in the third quarter of 2022 financial report released by Kuaishou on November 23. In the three important indicator data of user volume, DAU and MAU, Kuaishou has recorded gratifying growth data.
According to the financial report, as a Short Video and Video-on-Demand Partner of the 2020 Tokyo Summer Olympics, as of August 2021, the total number of Olympic-related content videos on the Kuaishou app has reached 73 billion times, and the total number of interactions in the terminal has reached 6 billion. In addition, the financial report mentioned that the total time spent by Kuaishou users on sports content increased by more than 1.5 times compared with the same period last year, which is also more than four times the increase in the average user time.
"By combining information, real-time event content and user interaction, we have opened up a new path for sports content operations, providing more interaction and duration beyond the consumption of sports events." The earnings report is described as such.
Sports Big Business believes that with the help of the continuous growth of the user group formed by the feedback effect, sports has become a new value-added direction for Kuaishou. By better connecting diversified "people" and diversified "content", Kuaishou has achieved positive results in the development of content ecology.
On a global scale, the consumption of sports event content belongs to the category of consumption upgrade, and to a certain extent, Kuaishou and sports events themselves achieve each other.
On the one hand, Kuaishou boosts the popularity of the event and maximizes the spread of the event; on the other hand, with the influence of sports stars, sports athletes and creators, Kuaishou also allows these groups to strengthen their interaction with Kuaishou fans, enhancing their sense of trust and stickiness with fans. At the same time, the rich content created under this theme more meets the needs of Kuaishou users for high-quality and sports vertical content, and can further enhance the stickiness of these users and complete the transformation from promotion to retention.
In the past year, we can see the in-depth layout of Kuaishou around the field of sports, and Kuaishou has reached important cooperation with the Tokyo Olympic Games, the Beijing Winter Olympic Games, the NBA, the CBA, snooker and star athletes. With the link mode of copyright content, UGC second creation and commercialization, it has opened up new ways of playing short video and live broadcast platforms in the sports industry, reflecting Kuaishou's efforts to improve content richness and user refinement operation.
On the basis of the success of the Tokyo Olympic Games, in the face of the Beijing Winter Olympics held in China, we are looking forward to Kuaishou's more eye-catching "report card" at that time.
Note: The images used in this article are from the Internet