The 2022 Beijing Winter Olympics is being held, and while Chinese athletes continue to break through themselves and achieve good results in the ice and snow arena, they have also set off a wave of ice and snow sports among young people. Among the Internet giants, Station B, which is well versed in the preferences of young people, will naturally not miss this valuable new outlet, and promote the construction of platform ecology with sports original content as an incremental engine during the ice and snow dividend.
The whole district is linked to create an ice and snow event
Open station B you can feel a different kind of ice and snow fever: dressed in traditional Chinese costume Hanfu in the ice rink snow field "Royal Sword Flight", the national wind and ice and snow sports seamlessly connect; popular athletes "Qianjin" Sherbakova and others sent Vlogs from the front line of the athletes' village to truly show the pre-game preparation life; the ice and snow celebrities in the sports channel and the familiar well-known UP main cross-border linkage, the live broadcast room fancy "nagging"...
During the Winter Olympics, content platforms such as Douyin, Weibo, and Xiaohongshu continued to seize opportunities in their own areas of expertise, setting off a resource war for athletes. Under this premise, Station B makes full use of its own UP main resources, links athletes with the media and well-known UP main cross-border linkage, and fully meets the needs of the target user group to pay attention to ice and snow and sports. At the same time, Station B will continue to broaden the audience of sports content by opening up the high-quality resources of each division, so that it is not limited to sports enthusiasts, but also promotes the continuous breaking of sports circles.
On February 5, Wang Meng, the winner of the four gold medals of short track speed skating, had a live connection with China Daily reporter @ Shi Futian and B Station Top 100 UP Master @ China BOY Super Gorilla; on February 8, figure skater Chen Hongyi and curling athlete Ma Jingyi also visited the "Ice and Snow Parlor" to share their 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. Let every B station user see this special page in the most conspicuous place on the home page to cheer for ice and snow athletes.
UP owners in other fields are not far behind, and have actively participated in this content creation based on the characteristic advantages of vertical fields. For example, @Mao Liping, professor of the Institute of Qing History of Chinese Min University, used her professional knowledge to popularize ancient Chinese ice and snow sports for users; the B station officially focused on ice and snow projects, jointly with Shanghai University of Sport, Beijing Fashion Institute, Beijing Architectural Design and Research Institute and other universities and authoritative institutions, produced more than 300 encyclopedia videos, the content of which 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 multidisciplinary knowledge behind ice and snow projects, and comprehensively reveals ice and snow sports. Help the masses understand and look at the ice and snow project events.
Online + offline, plastic content matrix
Under the wind outlet of the Beijing Winter Olympics, ice and snow sports are attracting many Z generation young people into the pit with its characteristics of decompression, stimulation, and yearning for freedom, among which there is also a push wave help from the ice and snow sports UP master: as a research student@Tiff Bing Xiaobai once brushed the screen B station with her skating video, and netizens have sighed in the bullet screen: "Full level gangster came to the novice village"; @ Breaking Dawn Qinghan as an amateur figure skating enthusiast, It was with her short video of her ice performance in Hanfu that she received more than 700,000 plays and 49,000 likes; as a couple who love skiing @ coffee building snowman is more keen to share the ski experience and story of their 1-year-old baby on the B station and is widely popular, and even appeared at the opening ceremony of the Winter Olympics.
Based on the super enthusiasm of fan users for ice and snow sports, the B station official has also launched the "Ice and Snow Battle" interactive activity in recent months, which adopts online and offline linkage methods to lead users into ice and snow and understand ice and snow in an all-round way. In the online venue, users who participate in the "Ice Battle" are divided into ice teams and snow teams, and they can exchange points for gifts or help the team achieve unlocked achievements and divide the prize money. Offline venue, Station B chose to carry out in-depth cooperation with 6 well-known ice rinks and 8 snow fields in China, such as Changbaishan International Resort Ski Resort, Taiwu Resort Town, and Beijing Yunju Ski Resort, to create an immersive ice and snow experience and provide a broader creative stage for relevant content creators.
As far as the B station platform is concerned, according to the characteristics of each division, looking for different creative directions, delivering personalized, young and diversified ice and snow sports content to Chinese Z generation young people, and continuing to help ice and snow sports continue to break the circle is obviously a major goal of this activity. And these actions highlight the determination of Station B to create a young sports content matrix.
Station B, bid farewell to the name of "sports desert"
Since 2021, Station B has begun to take the Tokyo Olympic Games as an opportunity to upgrade, continue to use sports as a new engine to drive the growth of the platform, and start an accelerated running mode.
I remember that after the start of the Tokyo Olympics, 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 co-produced relevant information with official media such as People's Daily and Xinhua News Agency. Under the "Hot" section, there is also a special area for the "Tokyo Olympics". At that time, Station B also launched the "Go Ahead!" Olympic Superman!" Theme call for papers to motivate users to create videos.
After the end of the Olympic Games, Station B has not stagnated in the development of the sports field: in September 2021, Station B reached a full broadcast agreement with the Spanish ACB League, smoothly entering the copyright field of traditional sports; on December 26, 2021, Station B became the official content creation partner of the 24th CUBA, retaining the rights and interests of the event and further enriching the campus basketball ecology in the station. Through the behavior of Station B in successively testing the copyright of traditional sports events, we may be able to see the determination of Station B to develop sports content.
Nowadays, with Bayern, Liverpool, Atletico, Tottenham Hotspur, Manchester City, Wolves and other top giants and Premier League official accounts successively settled in Station B, and thus gained great interaction and discussion, it can be said that the effectiveness of Station B to establish a sports content ecology is gradually highlighted, but the key to whether Station B can take this sports development road well in the future is whether the platform can continue to meet the needs of users for professional vertical content, leading Generation Z users of Station B, whether it can bring more surprises to the industry in the field of sports. Please also wait and see.
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