Sports Big Business No. 2820, welcome to pay attention to the leading sports industry information platform
Wen | Zhang Bing
Sports big business reporter
From the anticipation of the grand opening to the reluctance of the flame when it is extinguished. After 16 days and nights, many wonderful and countless emotions, the Beijing Winter Olympics came to a successful conclusion on the evening of February 20. When we bid farewell to the eight visitors, everyone was also looking forward to seeing each other again in Italy in four years.
At this time, when we look back at every hot search event in the past two weeks, whether it is the "down jacket exhibition conference" at the opening, or the Chinese athletes who stand on the highest podium every time, or the derivative events outside the arena such as ice piers and leek boxes. It can be said that Weibo has become one of the most indispensable platforms for everyone to pay attention to the Winter Olympics.
After the End of the Winter Olympics, Weibo officials also gave some data, how popular is the Winter Olympics-related content on Weibo? Maybe we can look into this data.
3500 hot searches on the list!
Weibo has become the best viewing partner for the Winter Olympics
At this Winter Olympics, the Chinese delegation created the best record in history of 9 gold, 4 silver and 2 bronze. At the same time, the discussions among netizens on Weibo are also higher than a wave. According to Weibo statistics, the interaction volume of the whole network during the Winter Olympics exceeded 1.1 billion, the total number of related topics read was nearly 470 billion, the cumulative hot search list was about 3,500, and the increase in the number of participating athletes' fans exceeded 43 million.
Among many Chinese athletes, Gu Ailing, known as the "ski genius girl", is undoubtedly the most concerned one, in the freestyle ski women's big jump final held on the morning of February 8, Gu Ailing won a valuable gold medal with a super difficulty of 1620, stunning the world.
According to statistics, in the 6 hours before and after winning the championship, her Weibo super talk community rose to 290,000 fans, 300,000 fans participated in the interaction to send blessings and encouragement, and even unlocked the related topic words three consecutive "explosions". In addition, there are many fans who applaud Gu Ailing in the form of creative anime and other second creations, and the frog princess is favored, which can be seen.
Su Yiming, who played the role of "Little Plug" in "Wise Tiger Mountain", also shined in the Winter Olympics, winning a gold and silver in succession, and Weibo rose by more than 1 million fans during the Winter Olympics alone. As we all know, the winter Olympic men's snowboard competition can be described as a strong hand, immortal fight, only 17-year-old Su Yiming can achieve such results also attracted the Olympic Games, Beijing 2022 Winter Olympics and other official accounts, as well as Liu Tao, Lee Seung-hyun and other cross-border stars praise and congratulations, and triggered the special attention of the whole people for this young general.
In fact, there are too many wonderful pictures left by this Winter Olympics, in addition to the surprise play of the young players, whether it is the much-anticipated short track speed skating team, or the combination of Xu Mengtao, Qi Guangpu and Onion Barrel, who have finally fulfilled their dreams for many years, their wonderful performance on the field has ignited the enthusiasm of Weibo netizens...
In the past ten days, under the huge attention of the whole people to the Winter Olympics, the matrix composed of athletes, official institutions and broadcasters on the Weibo platform has provided users with rich content, and subsequently, the user's discussion has given birth to a new native content, and this community-based content and discussion atmosphere has further increased the user stickiness. No matter which broadcaster you watch the event from, weibo before the game to cheer up the athletes and forward congratulations to the relevant pages after the game has become a fixed habit of netizens.
Deeply link the crowd around the event
Weibo helps all parties win-win during the competition
In 1913, Coubertin, the initiator of the modern Olympic movement, proposed that in order to promote the Olympic spirit and encourage the participation of the sport, "faster, higher, stronger" became the Olympic motto. 108 years later, in 2021, "more united" also joined the ranks. Although the motto has been modified, it is certain that in any case, the core of the Olympic Games and even the various sports competitions is the athletes themselves. At this point, Weibo has done its best.
According to Weibo, before the Winter Olympics, all 176 Chinese national team athletes have opened Weibo, with a 100% occupancy rate. In addition, Weibo has become the "Media Partner for the Promotion of China's Ice and Snow Culture" at the Winter Games Center of the General Administration of Sport, and all 21 Chinese ice and snow national teams have settled on the Weibo platform – these preliminary preparations have undoubtedly laid a solid foundation for Weibo's popularity during the event. On the evening of the 20th, with the successful conclusion of the Winter Olympics, the two flag bearers of the Chinese delegation, Gao Tingyu and Xu Mengtao, bid farewell to the Winter Olympics in unison; Wu Dajing, who held two Winter Olympic gold medals, said on Weibo that he would donate the auction gold pier to a public welfare organization, which made netizens like it.
It is worth mentioning that as a social media platform, in addition to the participating athletes, other topic figures during the Winter Olympics have also been able to speak out on Weibo. For example, the first off-field top of this Winter Olympic Games - the ice pier. On February 15, Cao Xue, the designer of the ice pier, officially entered Weibo. Although he can't solve the problem of shortage of goods, he can popularize the Olympic concept and national tide culture with the hot mascot, and chat with netizens on Weibo.
In addition, The coach of the Chinese short track speed skating team, An Hyun-so, has also received the enthusiasm and attention of athletes comparable to the top. On February 17, Ahn Hyun-so launched the Weibo Lianmai live IP program #Ming Zhi Gu Qing#, which attracted more than 20 million users to watch, breaking the record set by 3x3 women's basketball player Yang Shuyu at the Summer Olympics. Weibo users while watching and posting Weibo, the program has not yet ended, #An Hyun-so contract expires at the end of February#, #An Hyun-so Chinese Super Good# and other topics have been on the hot search.
Wang Meng, another "big devil" in the short track speed skating industry, is even on Weibo with the wonderful commentary on the Winter Olympics. As of now, the Weibo topic #Wang Meng's commentary # has reached 2.68 billion times, Migu's cumulative hot search during the Winter Olympics has reached 480, and the cumulative exposure is close to 50 billion... It can be said that Weibo has achieved a win-win situation during the competition through cooperation with athletes, retired celebrities, and even broadcast platforms and official institutions.
Generation Z Winter Olympics are on display
Weibo has long had a layout for niche trend movements
At this Winter Olympics, netizens have found an interesting phenomenon, whether it is Gu Ailing, Su Yiming, these gold medal athletes, or other athletes with mediocre results, they will not be discouraged because of the failure of the action, but will fully enjoy the game and embrace the opponent, in fact, this is the difference between the new generation of athletes, but also let the Z generation audience in front of the screen yearn for it.
Looking back at skateboarding, surfing and other sports added to the Tokyo Olympics last year, as well as the major football clubs that have added e-sports teams in recent years, in fact, the professional sports world has long made attracting young people a major goal, and promoting the development of these trendy sports from top to bottom. At this level, Weibo has also made many attempts. During the Winter Olympics, Weibo opened up a series of new ways to play, including lighting up the national flag, cheering on the list, collecting badges, etc., to attract young people in a way that they are enthusiastic about.
In addition, compared with summer sports, the public is not familiar with the rules of many winter sports, at this time, the weibo has been deeply involved in winter sports for a long time to form a "ice and snow group" to appear. For example, when everyone was wondering why Gu Ailing's game was postponed because of snowfall, Yan Ziqi, as a national snowboarding coach, did detailed science popularization in Weibo, which also helped the popularization of ice and snow sports.
In fact, in the social media platform represented by Weibo, people have long been satisfied with the need to watch the game and obtain event information. In the social platform, everyone can participate and express their own views; here, athletes, media reporters, and KOLs in all fields interact at zero distance; especially the Topics related to the Winter Olympics frequently dominate the hot search list, sharing views with comments, which has almost become the standard for people to watch the game. This has also become the unique charm of Weibo to attract more young people.
Online to help the Winter Olympics and attract more young people, offline, Weibo has incubated a series of independent IP events that young people are concerned about: in the winter event, the alpine skiing series born in 2017 has become the only event in the world that has been double-certified by the International Snow Federation and the Winter Sports Center. Covering 20 provinces, municipalities and autonomous regions across the country, nearly 100 clubs and 10,000 players have participated in the competition, covering 100 top snow fields at home and abroad. The number of Weibo topics read by the event exceeded 3 billion, the total number of video plays exceeded 1 billion, and the linkage of cultural and sports stars exceeded 500.
Weibo's ecological territory has gradually improved
Open up the closed loop of diversified sports
In addition to winter sports, the China Skateboarding Classic is a representative of Weibo's newly incubated independent IP. It is reported that the event gathered more than 20,000 skateboarding enthusiasts, and the number of new readings of related topics during the event exceeded 1 billion, the amount of interactive discussion reached 300,000, and the number of video plays exceeded 100 million. In addition, the Weibo Street Dance Competition also gathered the top domestic street dance masters and new generation popular players, and attracted 20 college street dance clubs across the country to participate in it, and the topic of the event exploded among young people.
According to the understanding of sports big business, at present, Weibo is constantly improving its own sports business ecological map: in the event, in addition to continuing the operation of the Olympic Games, the Asian Games, the World Cup and many individual event IP, it is also promoting independent IP events, which include: trend sports represented by skiing and skateboarding, mass competitive sports represented by football baskets and vertical deep ploughing sports represented by golf.
Weibo is a social media platform, so on the basis of the event, Weibo is deeply cultivating the expansion of "people", and at present, its platform includes almost all well-known Chinese athletes, many head foreign star players, as well as media people and KOLs related to various sports events. Unlike other platforms that highlight a separate feature of "video" or "planting grass", Weibo emphasizes that it can give "people" a "social business card" and precipitate social assets for them. This is also the reason why athletes generally open Weibo, where it is easier to interact with fans and generate social relationships.
Relying on the influence of established authoritative media, Weibo continues to expand its influence in sports content through traditional business, self-made columns and other forms. In this way, Weibo first gathered enough attention through top events such as the Winter Olympics, and then used the influence and traffic of the platform itself to import independent IP events, successfully creating a diversified sports closed loop that is different from traditional sports platforms, sitting on social platforms, authoritative media and its own IP events, thus seeking more commercial possibilities.
As we all know, in the past two years, due to the limited offline activities, more event IP has begun to pay more attention to the operation of Internet socialization. Among them, Weibo's unique event hotspot + social super public opinion field attribute has become a new highlight of sports marketing. The forms of cooperation between Weibo and copyright events will also be more diverse: hot search topic discussion, spectator discussion; online and offline IP creation; cross-border culture and circle breaking on trends and music; the use of copyright event IP to help sponsors and brand customers achieve sales conversion, etc., will be more important topics in the future marketing of the sports industry.
At this time, when we open the 2022 calendar, although the Winter Olympic Games are over, the Winter Paralympic Games are ready to go. Subsequently, the short track speed skating World Championships, Tang You Cup, Swimming World Championships, Chengdu Universiade, Hangzhou Asian Games, Qatar World Cup and other world competitions were staged in turn, and a super event cycle was slowly unfolding. And Weibo, which has mastered the traffic password and has opened the sports closed loop, is standing at the starting line of this cycle.
Note: The images used in this article are from the Internet