China Natural Resources Newspaper "i Nature All Media" in-depth integration and development overview

Reporter Zheng Yanan

In the past Year of the Ox, "i Nature All Media" liked to pick two national "fruits".

On January 28, the results of the 2021 China Positive Energy "Five Hundred" Network Quality Selection Sponsored by the Cyberspace Administration of China were announced. "i Nature All Media" work "Diving Sea Cruise 10,000 Meters" was selected as one of the 100 high-quality positive energy texts.

On December 22, 2021, "i Nature All Media" was selected as the 2021 China Newspaper Industry Deep Integration Development Innovation Case.

For China Natural Resources Newspaper, which is striving to explore on the road of deep media integration and innovation, the two awards are affirmation, encouragement, and motivation to continue to move forward.

The time hand dials back to January 1, 2020. On this day, as the media integration brand i Natural All Media built by China Natural Resources Newspaper, it debuted with a new attitude, proposing to work deeper, more accurate, closer, more professional and better looking, and produce works with height, depth, strength, speed and temperature.

In the past two years, "i Nature All Media" has taken Xi Jinping Thought on Socialism with Chinese Characteristics for a New Era as the guide, vigorously publicized Xi Jinping Thought on Ecological Civilization, conveyed the concept of "harmonious coexistence between man and nature" to the whole society, and continuously explored, made breakthroughs and innovated in the process of integrated development. Today, the "i Natural All Media" platform has more than 1.3 million users.

The number of reads on the whole network exceeded 1.6 billion times, and a large number of original products of new media with diverse forms and rich colors were launched, and a road of integration and transformation of industry-based media was embarked upon.

Innovation + depth, adhere to the content is king

To promote integrated development, we must take the initiative to use the advantages of new media communication, seize the opportunity, grasp the rhythm, pay attention to strategy, focus on timeliness and efficiency, and reflect the requirements of timeliness. In the face of the development trend of media integration, China Natural Resources Newspaper has revolutionized itself and actively promoted media integration and innovation.

At the beginning of 2020, China Natural Resources Newspaper focused on building the "i nature" brand, renaming its existing public accounts, websites, microblogs, baijia numbers, vibrato numbers, etc. to "i natural all media", and at the same time registered a number of new media accounts such as Qiangguo, Station B, and Kuaishou, and built a "i natural all-media" matrix that integrates inside and outside and covers the whole network.

"i Natural All Media" firmly grasps the key point of producing high-quality content, and launches a large number of high-quality works with good reputation and good dissemination. In 2020, in order to cooperate with the special rectification of the Ministry of Natural Resources in rural areas, which is a key task of the Ministry of Natural Resources, "i Nature All Media" timely released news, distributed commentator articles and case analysis interpretations, strengthened the interpretation of "eight no's" and ensured the publicity of farmers' reasonable housing needs. Newspaper employees and family members have come together to produce a large number of public service advertisements, posters, oral broadcasts, comics, fun sitcoms and other new media original products that the public likes, such as "If", "Oh Hello", "I Have a Dream"; "Learning to Strengthen the Country" launched the column "Rectifying The Occupation of Arable Land and Building Houses"; various new media platforms have cumulatively pushed more than 500 articles on related topics, with a total reading volume of more than 1.7 billion times, and 6 WeChat 100,000+ hits have emerged.

In 2021, on the occasion of celebrating the 100th anniversary of the founding of the Communist Party of China, in order to show the achievements made in the field of natural resources under the leadership of the party, "i Nature All Media" planned a series of media reports on the "Centennial Imprint of Natural Resources", wrote text manuscripts in different fields, and comprehensively used video, long pictures, GIFs and other communication means to comprehensively show the road of struggle, presenting height, precision, depth and temperature in three dimensions. A series of works such as "Exploring the Pole for 80,000 Miles", "Climbing to the Top", "Diving Sea Cruise 10,000 Meters" and other works comprehensively review major events in the field of natural resources from a professional point of view, not only carry forward the main theme, but also tell a vivid story, and the video of the same name distributed makes the text "alive".

After the "Centennial Imprint of Natural Resources" work was first promoted on the "i Nature All Media" WeChat public account, it was quickly reprinted by the learning power platform, the WeChat public account of the Ministry of Natural Resources, the Beijing Daily client and other media, and serialized the series of reports in the form of columns, and the total number of online platforms read exceeded 6 million times.

In order to better explain the "harmonious coexistence between man and nature" on "World Earth Day", "i Nature All Media" has planned a series of short videos around the creative idea of "speaking for nature". In 2020, "i Nature All Media" released a series of short videos of "Endless Life", telling the meaning of "life" for all things in nature, with the slogans of "don't let me change color", "don't let me fade", "don't let me fade", "don't let me lose color", with a point and a face, calling on people to pay attention to and protect various ecosystems in nature, and convey the concept of "harmonious coexistence between man and nature". In 2021, "i Nature All Media" continued to create a series of short videos on carbon peaking and carbon neutrality, and continued to call on the whole society to jointly promote the harmonious coexistence of man and nature in the form of small incisions.

On important theme days in the field of natural resources, such as "National Land Day", "World Oceans Day", "Surveying and Mapping Law Publicity Day and National Territorial Awareness Publicity Week", "i Nature All Media" also launched a series of blockbuster plans. In 2020, "i Nature All Media" operated more than 2.8 billion Weibo topics on various theme days, realizing the same frequency resonance of the whole system and even the whole network, creating a strong public opinion dissemination momentum. This trend will continue in 2021.

In the era of small incisions, figuration, multi-angle and three-dimensional integrated media, "i natural all-media" is in-depth and simple storytelling, which means a lot.

Innovation + speed, highlight the news value

Authenticity is the life of news, and timeliness is the value of news, improve the timeliness of news dissemination, in order to maximize the value of news dissemination. From "One Minute a Day, Know Natural Events" in the early morning to the current political news in the middle of the night, from the all-round real-time reporting of major events to the innovative creation of festivals, all the editorial staff of China Natural Resources Newspaper are based on the foundation of traditional media, transforming into all media, implementing the whole process transformation of "first network and then newspaper" and the 7 * 24-hour communication system, quickly releasing news in the field of natural resources in the country, and striving to be a mainstream new media platform for "understanding natural resources".

On April 30, 2020, the Ministry of Natural Resources, together with the Ministry of Foreign Affairs, the State General Administration of Sport and the Tibet Autonomous Region Government, organized the 2020 Everest Elevation Survey, and "i Nature All Media" opened topics and columns on Weibo, WeChat and websites for the first time to report the latest developments in the future; Weibo and frontline live broadcast linkage, synchronized with netizens online, WeChat push replay on the same day, for missed readers "customized service"; "What to eat for breakfast at Everest Base Camp?" "" and other short videos make people immersive; three-dimensional videos, posters and other products answer the hot questions that netizens care about such as "why retest Everest" and "how to measure Everest"; the serialized "Everest Diary" presents the everest elevation measurement process, allowing people to see the story behind the measurement team members and measurement...

Especially at the key nodes of measurement, the "i natural all-media" team planned in advance to make the content "look very new media". Only a few minutes after the 2020 Everest Elevation Measurement Mountaineering Team successfully climbed to the summit of Mount Everest, the "i Nature All Media" platform released the news in the form of a hand-drawn + one-sentence news poster + three-dimensional review video of "Success is the Pinnacle", leading the whole network. A 7-hour live event that lasts from 5 a.m. to noon – "Let's Witness the Summit!" "It has aroused strong repercussions.

During the Measurement of Everest, "i Nature All Media" launched 14 live broadcasts, 60 short videos, 53 diaries and dozens of influential original works, live pictures, etc., with more than 17 million views of Weibo live broadcasts alone, and the Weibo topic #2020 Everest Elevation Measurement # read more than 300 million times. Rapid production, release, dissemination, has been integrated into the blood of "i natural all-media". In the past two years, "i natural all-media" has increased by more than 100 times a day, the average reading volume of WeChat has increased by 50%, producing 8 100,000+ products, with nearly 180,000 fans; Douyin has produced 2 million + products and won the hot search list...

Innovation + temperature, "walking the heart" resonates

How to make a work that people like? It is necessary to rely on "novelty" and more on "walking the heart".

2021 coincides with the 100th anniversary of the founding of the Communist Party of China. At such an important historical moment, "i Natural All Media" consciously undertook the mission and task of raising the banner, gathering people's hearts, cultivating new talents, revitalizing culture, and displaying the image, and planned a live broadcast connection activity that spanned thousands of miles.

On October 1, 2021, the reporter of "i Nature All Media" looked at the South Pole thousands of miles away with the audience off-screen in the live broadcast room in Beijing, watching the wintering team members of Zhongshan Station raise a bright five-star red flag in a white and ice world. The flag-raising picture in just a few tens of seconds makes people tear up and their blood boil.

Not just live streaming. On the 60th anniversary of the first ascent of Mount Everest in Chinese, "i Nature All Media" launched the MV "Everest Old Video, Shocking the Heart". When the historical picture is accompanied by the song "The Motherland Will Not Forget" sung by Han Hong, the tribute to the warriors who have reached the peak is spontaneously born. In addition, the MV "Beautiful China, Splendid Rivers and Mountains" launched on the National Day of 2020! Happy Birthday Motherland! ", leading readers to explore the motherland's thousands of rivers and mountains, splendid embroidery, with the classic sound of "My Motherland", instantly ignited the reader's patriotic pride...

In 2020, the outbreak of new crown pneumonia shocked the whole country. In the early morning of January 23, 2020, Wuhan announced a "lockdown".

How did natural resource workers spend the month in lockdown? "i Nature All Media" planned "'Lockdown' January". Through communications, videos, hand-drawn, layer by layer, the series of reports comprehensively shows the main actions after the outbreak of the epidemic in the field of natural resources: they either stick to their posts to solve the urgent needs of the masses, or sink to the street community to publicize the fight against the "epidemic", or rush to make an "epidemic map" overnight... The report truly records the "light and heat" of natural resource people.

After the "unsealing" of Wuhan, "i Nature All Media" launched a special article "Wuhan: The First Day of Unsealing", recording the "restart" of Wuhan and the natural resource people full of confidence in fighting the "epidemic". After the report was published, it resonated with netizens, and people once again felt the great love and immortal spirit of the world.

"i natural all media" is a "temperature" platform, she insists on using "new" and "heart" to create, let patriotic enthusiasm surge in your heart and me, let the warmth of the times spread with the "fingertips", and also let the news have the power to hit people's hearts.

Innovation + breadth to create a cross-border experience

The development of the Internet has brought about profound changes in the communication pattern. "i Natural All Media" actively embraces new technologies, does "increments" in form, and finds "variables" in expression, ultimately in order to maintain the "constant" of value.

On May 20, 2020, the "i Nature All Media" WeChat public account published a group of hand-painted "I Love You, Nature", hand-painted Taihang Mountain, Changbai Mountain Tianchi and other mountains, rivers, lakes and seas, which are both shocking and kind, bringing readers a new experience. Hand-painted works have thus become a major innovative feature of "i Nature All Media".

On the basis of hand-drawn, the team further integrated ideas and combined current events, and launched works such as "hand-drawn + animation" and "hand-drawn + H5", which brought readers many shocks and joys. For example, china natural resources newspaper's first "hand-drawn + animation" work "Which kind of land is the most beautiful" released in conjunction with the theme of "National Land Day" has become a representative of the whole media; in 2021, combined with the Ministry of Natural Resources' public supplementary cultivated land projects and plot information, the production of "What is the balance of cultivated land occupation and compensation?" After watching this animation, I understand it all! " to answer questions for the public. For example, during the promotion of "World Oceans Day" in 2020, the H5 interactive mini-game "Ocean Day, personally "plant" mangroves! With the cartoon image of Mangrove Forest and Doctor, we invite everyone to "repair" mangroves online and build "sea forests"... These attempts have made natural resources news "personality" and "fun".

Not only that. "i Nature All Media" allows the poster to have a variety of "shapes", such as the nine-square grid. On the day of the 51st "World Earth Day" in 2020, the innovative attempt Jiugong Gridu was released on Weibo: divide a complete earth into 9 equal parts, and add mountains, water, forests, fields, lakes, grasses, seas, animals, cities and other elements to convey the theme of "cherishing the earth, harmonious coexistence between man and nature". After the work was released on Weibo, it also "fired" to the circle of friends. Since then, "i Nature All Media" has also created a "brush screen" nine-house grid with many themes such as international biodiversity day and May Day Labor Day.

The media is converging, and journalists are transforming. The editorial team of "i Natural All Media" has transformed into an all-media reporter who can "write with a pen, speak to the barrel, and shoot with a function", walked into the front line of natural resources, recorded green waters and green mountains from the first perspective of Vlog, told the story of natural resources, and produced more news products that meet the needs of users with greater innovation enthusiasm. For example, participate in the theme interview activity of "Taking Xi Jinping Thought on Ecological Civilization as the Guide - Harmonious Coexistence between Man and Nature" organized by the Ministry of Natural Resources, launch exclusive works such as "VLOG| Follow the Reporter to Punch in the Erhai Ecological Corridor"; or the beautiful reporter "on the line" to take you to the scene of the 2021 Academic Annual Conference of the Chinese Society of Surveying and Mapping for a second...

Stand up to the tide and face the wind, keep the innovation and "melt" nature.

Today, the curtain has begun on the deep integration of media. "i Natural All Media" will conspire according to the situation, move in response to the situation, and act in accordance with the trend, firmly grasp the fundamental of content innovation, open up the territory in the new era of mobile Internet, and strive to write a natural answer sheet for the integration and development of media.