How to create a snow event belonging to Generation Z? Station B did it.
Text / Liu Xueting
Editor / Yin Haonan
"Who watches sports at Station B?"
This seems to be a question about the sports ecological construction of Station B for many years inside and outside the circle.
However, as the most important two-dimensional content community, thanks to the number of users and innovative content, there is no shortage of sports UP owners and sports fans in Station B. As the platform base that the "Z generation" relies on the most, sports seem to be becoming a new engine to drive the growth of B stations.
2022 is another "year of sports". Among the internet giants, the B station, which is in the ice and snow event, naturally will not miss this valuable new outlet.
B Station Ice and Snow Season HalfWay Highlights (Swipe up and down to view)
01
Full division linkage, the "Z generation" ice and snow event is played like this
Dressed in traditional Chinese costumes, Hanfu in the ice rink snow field "Royal Sword Flight", the combination of national wind and ice and snow sports to experience the "ice frolic" in "The Biography of Zhen Huan"; popular athletes "Qianjin" Sherbakova and others sent Vlogs from the front line of the athletes' village to show the real pre-game preparation life; the ice and snow celebrities in the sports channel and the familiar well-known UP main cross-border linkage, the fancy "nagging" in the live broadcast room...
At Station B, you can see a "Generation Z" ice and snow feast that is different from other platforms.
Screenshot of the Vlog of "Qianjin" Sherbakova, and the special bullet screen during the event is also full of B station features
On January 24, Station B officially launched a group of "a little different" ice and snow blockbusters, in which Wang Meng, Cai Xuetong, Jia Zongyang, three world champions, and figure skating UP master Tiff Ice Xiaobai were invited to "make a debut in a group".
Since January this year, well-known ice and snow athletes at home and abroad, including Wang Meng, Cai Xuetong, Jia Zongyang, Xu Mengtao, "Sasha" Trusova, "Qianjin" Sherbakova, "Flame" Chen Hongyi and other well-known ice and snow athletes at home and abroad have successively entered Station B and become the new UP masters of Station B, and upload video content to share their preparation life and past competition experience with B station netizens.
In the era of social media, it is not uncommon for athletes to enter social media platforms, record their lives, and interact with the audience live. During the competition, content platforms such as Weibo, Douyin, and Xiaohongshu also seized the lead in their respective areas of expertise, setting off a "resource war" for athletes to settle in.
Under the dispute of giants, Station B continued to play its own characteristics and made full use of its own UP main resources. The cross-border linkage between athletes and the media and well-known UP also allows athletes to output content audiences that are not limited to sports enthusiasts. This linkage model, on the one hand, can attract more target user groups to pay attention to ice and snow and sports, on the other hand, it promotes the continuous "breaking of the circle" of sports.
These methods of connection and live broadcasting can quickly eliminate the sense of distance between the champion and the user, and can see the most authentic side of the athlete. After the official start of the 2022 Ice and Snow Festival, the athletes stationed in Station B have successively entered the "Ice and Snow Living Room" live broadcast room, continuously bringing users a direct on-site experience.
On February 5, Wang Meng, the winner of the short track speed skating four golds, conducted a live connection with China Daily reporter @ Shi Futian and B station top 100 UP master @ China BOY super gorilla to predict the birth of the first gold. Wang Meng also taught the Northeast dialect to the southern boy Chinese BOY on the spot, and this live broadcast that can be called "dream linkage" also gave birth to many golden sentences.
On February 5, the "Ice and Snow Parlor" was broadcast live
In addition to the audience's favorite "Mao Lord", on February 8, figure skater Chen Hongyi and curling athlete Ma Jingyi also visited the "Ice and Snow Parlor" to share their own ice and snow stories, leaving many high-energy moments. In addition, Station B also upgraded its actions during the Tokyo Olympic Games last year, with the "Ice and Snow Event, All in Station B" feature page, covering medal tables, real-time results, sports stars, popular schedules, ice and snow encyclopedias and various video content. Every B station user can see this special page in the most conspicuous place on the home page, and cheer for the ice and snow athletes in time.
"Ice and snow event, all in the B station" special page web end
"Ice and snow event, all in the B station" special page app
In fact, Station B this time to create a full-site partition of the content matrix, not only love sports "sports area UP master" can participate in the ice and snow event related video manuscript production, other areas of UP homepage has also actively participated in this time of content creation.
For example, @Mao Liping, a professor at the Institute of Qing History of Chinese University, used her expertise to popularize ancient Chinese ice and snow sports for users; Wang Meng's explanatory golden sentence was made into a ghost animal version by @Deep Sea Ribbon Fish, which has gained high popularity.
Professor Mao Liping B station video "How ice frolicking was an ice project in the Qing Dynasty"
Compared with the well-known summer projects, the mass base and attention of winter projects have not been high, how to understand a game, who is the most competitive in ice and snow sports, etc., this knowledge is actually not clear to many people.
Therefore, in January this year, Station B produced more than 300 videos around the ice and snow project, together with many universities and authoritative institutions such as Shanghai University of Sport, Beijing Fashion Institute, and Beijing Architectural Design and Research Institute. The wikipedia video content not only contains the knowledge of ice and snow projects that users urgently need to know, but also the multidisciplinary knowledge of physics, psychology, history, meteorology and other aspects behind ice and snow projects, and comprehensively reveals ice and snow sports and events. Users search for ice and snow related keywords, you can view the wiki special page, through the encyclopedia video science, understand the ice and snow projects, participate in ice and snow sports.
02
Online and offline linkage to create a young content matrix
For content platforms that want to develop the field of sports, in addition to seizing opportunities during large-scale events, it is also necessary to do a good job of content accumulation in peacetime.
Under the wind outlet of the competition, ice and snow sports are attracting more Generation Z young people into the pit with its characteristics of decompression, stimulation and yearning for freedom. On the B station, there are already many UP owners who are deeply involved in ice and snow sports, trying to promote ice and snow sports.
@Tiff Bing Xiaobai is a first-year student, her skating video once brushed the screen B station, netizens have sighed in the bullet screen: "The full level gangster has come to the novice village";
@Dawn Qinghan is an amateur figure skating enthusiast, since 2020, she has posted a video of her participation in figure skating on station B, of which her ice performance in Hanfu has received more than 700,000 plays and 49,000 likes;
@Coffee Drinking Snowman is a couple who love skiing, they shared their 1-year-old baby's skiing experience and story on The B station, they were welcomed, especially the video of their own cute baby skiing also appeared at the opening ceremony.
It is precisely because of the discovery of users' enthusiasm for ice and snow sports that the B station official has launched the "ice and snow battle" interactive activities in recent months. The activity adopts the online and offline linkage method to lead users to approach ice and snow and understand ice and snow in an all-round way.
In the online venue, the participants of the "Ice and Snow Battle" are divided into ice teams and snow teams, and points are exchanged for gifts or help the team achieve unlocked achievements, and the prize money is divided.
Offline venue, Station B and Changbaishan International Resort Ski Resort, Taiwu Resort Town, Beijing Yunju Ski Resort, China Resources Ice Vientiane Ice Rink, Sunac Ice And Snow Indoor Ski Resort, Champion Ice Rink and other well-known 6 ice rinks and 8 snow fields in China to create an immersive ice and snow experience, and set up B station punch card materials here for users in the station to come to take souvenirs, online sign-in in exchange for snow tickets and other rights and interests. Specifically, the ice rink snow field provides venue and various hardware guarantees, and station B provides the venue online exposure and UP main exploration to promote the rights and interests of the main camp to drain the ice rink snow field.
On this basis, Station B held two special activities of "Ice and Snow Battle" in Changbai Mountain and Taiwu, taking such activities as an opportunity, Station B gathered the head UP masters of each division to participate in the activities under the ice and snow line. At the same time, guided by the head UP master, the logic behind the B station is to pry more users to experience the fun of ice and snow offline, so that more people can truly participate in ice and snow sports.
Among them, the 2021 Top 100 UP Lords @ Uncle Desert and the well-known UP Lords of the Food District @ Record life egg yolk pie experienced ice fishing, skiing, snow hot pot, snowmobiling and other ice and snow activities in Changbai Mountain, and their Changbai Mountain Vlog "Officially Announced Marriage!" Hainan people fall in love with the snow in the northeast, and Uncle Mo married Jilin and "Record the Life of the Egg Yolk Pie" have both been played more than 2 million times.
The dance area UP main @pipi Pingping and @Loger_ Chen Leyi in Chongli Tai Dance Resort Town, combining the national style with cool snowboarding. They wore gorgeous Hanfu to ride the pistes, and the works produced by them, "[pipi-Pingping] Fairy Skiing" and "[Chen Leyi] Beautiful Girls Skiing [Look at the Butt Brakes]", were also welcomed.
Behind the prosperity of ice and snow-related manuscripts, it is inseparable from the support of B station for related content. Recently, Station B has vigorously promoted "Welcome the New Year!" Cheers to the Ice Athletes" theme call for papers. The event is not limited to district delivery, involving "Welcome Chinese New Year! Cheer up the ice and snow athletes", "ice and snow and passion under the media lens", "ice and snow sports knowledge science", "must cut to help ice and snow sports creation" four tracks, open 100,000 yuan prize pool, encourage users to submit.
It can be said that Station B provides a broad stage for creators who want to produce ice and snow sports-related content, where everyone can speak freely and share about sports and all aspects of life.
In the view of Station B itself, according to the characteristics of each division, it is their goal to find different creative directions, deliver personalized, youthful and diversified ice and snow sports content to Chinese Z generation young people, and help ice and snow sports continue to "break the circle". And these actions highlight the determination of Station B to create a young sports content matrix.
03
Station B, no longer a "sports desert"
In the eyes of many sports users, compared with other video content platforms, the stereotype of Station B is "traditional sports desert", and "who watches sports at Station B" is a common problem in the industry.
In fact, from the perspective of the number of sports videos and traffic effects in the past, thanks to the number of users and innovative content, Station B actually does not lack sports UP masters and sports fans. Taking the hot search list on February 8 as an example, the top 10 hot searches were almost dominated by sports entries, and almost all of the hot lists of the whole station were related to sports.
As the platform most relied on by the "Z generation", sports seem to be becoming a new engine to drive the growth of B station, and from 2021, the sports content of B station has begun to accelerate the running mode.
In July 2021, before the opening of the Tokyo Olympic Games, Station B officially issued an announcement on the adjustment of sports divisions and established a new level of sports divisions, which is undoubtedly a milestone step for the sports content of Station B.
After the start of the Tokyo Olympics, counting the Olympic content on Station B, in addition to setting up gold winning moments, focus events, Olympic hotspots, special plans and other content under the "Olympic Games" section, Station B also cooperated with official media such as People's Daily and Xinhua News Agency to jointly produce information. Under the "Hot" section, there is also a special area for the "Tokyo Olympics". In addition, at that time, Station B also launched the "Go Forward!" Olympic Superman!" The theme essay campaign involves a total of seven themes: Olympic cheers, Olympic science, Olympic information, Olympic memories, Olympic games, Olympic reviews, and Olympic clips, inspiring users to create videos.
During the Tokyo Olympics, B station theme page
After the Olympic Games, the pace of B's progress in the field of sports did not stop there. In September 2021, the Spanish ACB League reached a full broadcast agreement with Station B, which is also the first time that Station B has entered the copyright field of traditional sports.
Subsequently, on 3 December 2021, Station B officially announced that it had obtained the exclusive rights to the Chinese mainland digital media for three consecutive years in the FA Cup 2021/22-2023/24 season, and broadcast the matches "free" throughout the whole process. On December 26, 2021, Station B became the official content creation partner of the 24th CUBA, maintaining the rights and interests of the event and further enriching the campus basketball ecology on the site. Through the several consecutive tests of the copyright of traditional sports events by Station B, we may be able to see the determination of Station B to develop sports content.
Recently, Bayern, Liverpool, Atletico, Tottenham Hotspur, Manchester City, Wolves and other top giants and the official accounts of the Premier League have successively chosen to enter Station B, all of which have gained great interaction and discussion. It can be said that the effectiveness of Station B in establishing a sports content ecology is gradually emerging.
However, the ecological construction of sports content is a long-term and continuous "slow project". China's sports content market in the post-epidemic era has ushered in the opportunity to reconstruct the rules. However, no matter who is a new player in sports copyright, compared with the short-term goal of "pulling new" for users, whether they can deeply cultivate the sports field, continue to provide professional and high-quality content that meets user requirements, and cultivate a mature sports IP is both the task and responsibility of the platform party.
Whether Station B, which leads the "Generation Z" users, can bring more surprises to the industry in the field of sports, please wait and see.