Sports Big Business No. 2821, welcome to pay attention to the leading sports industry information platform
Wen | Lin Sen
Sports big business reporter
On February 20th, the two-week ice and snow event came to a successful conclusion. On the field, Chinese ice and snow athletes fought bravely, 9 gold, 4 silver and 2 bronze to achieve the best record in history since 1980. Outside the arena, a number of champions have successfully broken the circle with the help of the powerful communication power of the short video platform, releasing greater value. On the evening of February 19, Gu Ailing, the "genius girl" who won 2 gold and 1 silver at this grand event, was a guest in the live broadcast room of Douyin's "Champion Driving", sharing the bits and pieces inside and outside the arena with the majority of netizens, which once again triggered a strong response from the whole network.
In the era of rapid development of new media, short video platforms have long become one of the main choices for people to understand the event information. In the summer of Tokyo in 2021, the Douyin Champion Tiantuan, which gathered more than 100 Chinese athletes with a strong lineup, is still unforgettable. At the 2022 Beijing Ice and Snow Event, Douyin once again played more than 100 ice and snow athletes such as Gu Ailing, Wu Dajing, Xu Mengtao, Dayang Yang, Wang Meng, and other more than 100 ice and snow athletes and ice and snow celebrities, and through the series of live broadcasts such as "The Champion Arrives", "The Lord is Coming", "The Big V Moment" and so on, it chatted with the majority of users about ice and snow events and helped the wide spread of ice and snow sports.
Under the background that the goal of "300 million people on ice and snow" has been achieved, the total value of the mainland ice and snow industry is also expected to achieve a round of rapid growth in the new cycle. With its own sports content ecological advantages, the short video platform Douyin became a bridge for 600 million users to connect small-screen mobile phones to the vast ice and snow world during this ice and snow event. In the future, in the process of helping the development of the ice and snow industry, the role of vibrato cannot be ignored.
Friends not idols!
Ice and snow athletes vibrato live broadcast room to transmit positive energy
For the majority of ice and snow athletes, this ice and snow event can be described as particularly busy. In addition to competing for gold and silver on the field to win glory for the country, the venue also actively interacts with netizens in the form of live video broadcasts to transmit positive energy to the outside world. On the evening of the 19th, 2 gold and 1 silver winner Gu Ailing appeared in the live broadcast room of Douyin's "Champion Driving to" and shared his feelings of winning the championship with the majority of netizens through lianmai.
During the live broadcast, Gu Ailing showed the side of the girl next door, in addition to the "leek box, roast duck, brush lamb" and other northern delicacies, but also said that the thing he most wants to challenge at present is to walk a catwalk show and skydive. Gu Ailing said, "Although my mother does not allow me to try (skydiving) now, I must complete it once before I am 80 years old." ”
For many people to regard themselves as idols, Gu Ailing admitted, "Compared with idols, 18-year-oldS want to be everyone's friends." Have you ever seen an idol talk to you like this about food and English? At the same time, Gu Ailing hopes that through his performance, he can inspire more teenagers to love ice and snow sports. The total length of the live broadcast is close to 1 hour, attracting more than 18 million viewers and a total of more than 120 million likes. Among them, #Gu Ailing said that I am not an idol is a friend, and hot topics such as #谷爱凌直播聊美食像报菜名 have aroused heated discussion on the whole network.
Since October 26, 2021, on the occasion of the 100-day countdown to the 2022 Beijing Winter Olympics, officially entering Douyin under the name of "Frog Princess Ailing", Gu Ailing has become a "new goddess" chased by the whole people by relying on the image of healthy sunshine and positive energy. With the excellent performance of this year's ice and snow event, Gu Ailing's number of fans has easily exceeded the 18 million mark in just four months. After Gu Ailing won the first gold of the big jumping platform, her Douyin account rose to more than 5 million fans in 24 hours, and 94 topics related to her landed on the Douyin hot list, and the related videos were played more than 4 billion!
In addition to Gu Ailing, Xu Mengtao, the elder of the Four Dynasties, who finally won the golden dream in the ice and snow arena through 12 years of perseverance, said with true feelings during the douyin live broadcast, "Although I have harvested a relatively complete blooming moment, life does not have to win, as long as I do not give up, I will not lose." Wu Dajing said in his guest appearance in "Champion Driving", which made him feel a lot of feelings and inspired his determination to continue to persist for four more years. In addition, Wu Dajing also said in his personal live broadcast room that he wanted to auction his only "golden pier" and use the proceeds for public welfare. In this regard, Guo Jingjing, who was connected to his live broadcast, praised him for his "big pattern", and related topics # Wu Dajing wanted to auction Jindundun to do public welfare and quickly climbed the top 2 of the Douyin general list. This is the other side of the positive energy that we see athletes in the Vibrato live broadcast room that is different from the positive energy within the arena.
Gao Tingyu, another ice and snow athlete who won a gold medal in the short track speed skating event with a record score, vividly showed the "cold humor of northeastern people engraved in DNA" in the Douyin live broadcast room, "The skating is too slow." What is a "grid"? "It's a road away." Why slap the podium? "It's mine, and I'm not happy to pat it?" It caused netizens to laugh heartily.
The Russian figure skating troupe Sherbakova, Trusova and Pushshenko also gained high popularity in China because of their elegant and stunning figure skating performances on the stage. Among them, the most beautiful side face of "Qianjin" Sherbakova was highly praised by netizens, and the fairy friendship with Jin Boyang was also well received in the station, and after the game, he was invited to come to "Champion Driving" for the first time to share the post-match feelings of the figure skating show with everyone, and after returning to China, he also released the #Qianfa Douyin Pure Edition White Swan on Douyin, and the angelic performance brought a visual feast, ranking 6th in the Douyin sports list. As of now, the "Qianjin" Douyin account has increased by 2.47 million fans, and the "Russian Figure Skating Group" trio has triggered a total of 25 hot topics in the station, although the event has ended, their popularity in the station continues to rise. Everyone is paying more and more attention to figure skating.
Although the huge influence brought by the gold medal on the field is undeniable, the positive energy transmitted by the ice and snow athletes outside the field is the more important reason why they can burst into flames. Taking Gu Ailing, who has multiple hobbies such as horseback riding, bungee jumping, foot basketball, trail running, piano, and ballet, as an example, her all-round development also provides a reference model for the younger generation to diversify their lifestyles. Young people will be deeply aware that as long as they have the courage to embrace the life they want and the courage to pursue their dreams, life without setting limits according to the fixed script will be equally wonderful! Xu Mengtao, who has also adhered to the dream of realizing the ice and snow arena for 12 years, will also inspire more adults to make the choice to continue to insist when they are about to give up in the face of difficulties.
While Gu Ailing, Xu Mengtao, and Gao Tingyu rely on their personal efforts to achieve their personal highlight moments, we can't help but lament the accurate judgment of Douyin for excavating the multi-faceted life inside and outside the ice and snow athletes arena and giving users a more vivid content experience, so that its sports content ecology can further grow. At a far-reaching level, the dual positive social values established by ice and snow athletes have, on the one hand, ignited the patriotic feelings and ice and snow enthusiasm of the Chinese people and widely disseminated the spirit of sportsmanship; on the other hand, they have also broken the inherent conventional model, set an example for the vast number of young people, and let the public see that there is far more than one possibility of realizing the value of life.
Fun live broadcast restores the true color of athletes' lives!
Netizens go to Douyin "squat champion" tradition is still continuing
During international sports competitions, athletes are undoubtedly the eternal protagonists of the stage. Similarly, during this ice and snow event, the every move of mainland ice and snow athletes inside and outside the arena has touched the hearts of hundreds of millions of viewers. In the summer of Tokyo in 2021, Douyin's exclusive self-made live broadcast "Champion Driving" became popular on the whole network, making the majority of sports fans develop the habit of going to Douyin to watch the champion live broadcast. This harsh winter in Beijing, the live broadcast of "Champion Driving" continues, and the tradition of sports fans going to Douyin to "squat champion" after the game has also been continued.
On February 5, the live premiere of "Champions Arrive" was staged. Wang Meng, who was popular in the circle with the explanation of this ice and snow event, landed in the Douyin live broadcast room on the same day, and wonderfully commented that the Chinese short track speed skating team won the first gold performance, and the champion team such as Dayang Yang, Zhou Yang, Zhang Hong also appeared in surprise, and the host Huang Jianxiang shared the excitement of witnessing the ice and snow athletes winning the first gold medal and the gold medal story hidden in their memories through the online wheat form. From February 5 to February 20, the live broadcast of "Champion Driving" also invited a series of champion athletes such as Guo Jingjing and Zhang Yining to appear in the live broadcast room. By creating a live ceiling lineup on the ice and snow event platform, it once again proves that the words of "champion tiantuan are in Douyin" are not false.
On the evening of February 6, another Douyin exclusive live broadcast "The Lord is Coming" ushered in the premiere, and the host Wang Meng was undoubtedly the biggest attraction of the live broadcast. The honor of short track speed skating and the fiery temper of the athlete period have made Wang Meng the focus of the outside world. In the live broadcast, Wang Meng continued to show his spontaneous side. When talking about athlete injuries, Wang Meng lamented that "everyone's foot has a story", and even took off his socks to show the scars on his ankles during the live broadcast.
Short track speed skating men's 1500 meters, Chinese athlete Ren Ziwei because of the arm to block the foul to stop the semi-final, Wang Meng demonstrated the foul process on the spot in the vibrato live broadcast, in the face of controversy bluntly said, "Short track speed skating is like this, there will be physical contact there will be a penalty, no matter who is sentenced, there are relevant rules, clear provisions." On the closing day of short track speed skating, the Chinese team missed the men's 5,000-meter relay medal due to a mistake, to which Wang Meng said, "Whether it is the official appearance or the coach's review tactics, the key is not to expand this topic again, let the athletes unload the burden, we have contributed 2 gold, 1 silver and 1 bronze to the Chinese delegation, and won the first gold, has done a good job." ”
During the live broadcast, Wang Meng faced Wu Dajing's sudden visit, and had three times verified his body by letting him brush the rocket, and after determining that it was Wu Dajing himself, Wang Meng advised Wu Dajing on the one hand, "You don't come back to this live broadcast room, go back to prepare for the battle, and play well." On the other hand, he said to the staff: "Let him rest well, kick him out!" After Wu Dajing left Wang Meng's live broadcast room, netizens even joked that "being kicked" seemed to be the "tradition" of the Chinese short track team.
In addition to "The Champion Arrives" and "The Lord is Coming", the original author of Douyin, Tiedou, an extreme sports expert who surfs, dives and climbs, and Huang Jianxiang, a veteran media person, live-streamed the connection, watching the ice and snow events from the perspective of the general public and integrating into the ice and snow event, which also triggered a strong response from netizens. In addition, she also cooperated with Wang Meng to broadcast live, expand the influence of ice and snow sports, and shoot short ski-themed videos such as "How to open the first time with zero foundation on twoboards" and "How to choose ski goggles" to encourage fans to really step on the snow field.
Compared with traditional live TV programs, the relaxed environment created by Douyin live broadcasting makes the dialogue no longer limited to the framework of "you ask me and answer". The ice and snow athletes participate in it like a chat, which can not only output the professional interpretation of the ice and snow project, but also make the dialogue that is revealed more warm and more humane, so as to achieve the effect of sportsmanship and humanistic care behind the achievements.
From the Tokyo Summer Festival to the Beijing Ice and Snow Festival, Douyin has continuously upgraded its self-made content, allowing 600 million users to appreciate that the construction of its sports content ecology has become increasingly perfect. Under the background of Beijing becoming the world's first double Olympic city, the cultural self-confidence of the Chinese people is bound to be greatly enhanced, and the gold medal theory of the past has long been replaced by the enjoyment of the game itself today. Through the publicity and diffusion of the Douyin short video platform, more people will also use the athletes' fighting spirit to encourage themselves to go to a wonderful life in the future.
Open the window of ice and snow, and the ecology of Douyin sports content will welcome a new evolution
The successful holding of the Beijing Ice and Snow Festival has made ice and snow sports a new fashion lifestyle for the Chinese people. At the same time, as a composite of "media and sports + culture", major sports events are becoming a mirror to observe the evolution of the media. With the rapid development of science and technology, from large screens to small screens, from PC to mobile terminals, short videos have become an important carrier for sports content creation, presentation and sharing.
After experiencing the baptism of international competitions such as the America's Cup, the European Cup, and the Tokyo Summer Festival, Douyin is infinitely enlarging the value of sports content with vertical characteristics, making it step out of the niche circle and gradually integrate with popularity and popularization. This is mainly due to the platform advantage of Douyin.
First of all, based on the refined operation of the IP of professional athletes, Douyin restores the "people" in the event itself. As a core element in the dissemination of sports content, professional athletes have been imprisoned in the "front of the stage" in the past, but sharing the real life of "behind the scenes" through Douyin has made it instantly close the distance between them and the majority of users. At the same time, professional athletes of different generations or different generations can also gather together through Vibrato, expanding the breadth of sports content while extending the depth of content.
Long before the opening of the ice and snow event, Douyin launched a number of warm-up activities. In the creative "Super Winter Road Lord", the ice and snow champion athletes cross-border with the show stars, launch a challenge topic every day during the event, and broadcast Lianmai live the next night. Topics such as "Jia Ling performed the duo to cheer for the Chinese team", "Guan Xiaotong was played by Zhang Hong for a whole night", "Song Qian's balance ability is comparable to the figure skating champion" and other topics frequently appeared on the douyin hot list and sports list, helping ice and snow sports to break the circle strongly and enhance the attention of ice and snow events.
The cheers of ice and snow celebrities Dayang Yang, Zhang Dan Zhang Hao, Wang Mao cheered for Gu Ailing, Wu Dajing and young figure skaters after the launch of the support promotional film, which triggered a warm response. In the promotional video, The champion group such as Dayang Yang and Wang Meng "returned to the sports field" not only sent blessings to the Chinese athletes who are about to embark on the ice and snow journey, but also relived the dreams and happiness brought by ice and snow, and the voice of "wishing you a happy game" triggered the deep resonance of the majority of viewers.
Secondly, through the form of "content + interaction", Douyin has built a new landscape of sports communication. With the help of the second planning of Douyin, athletes have found the "second landing point" to share, and the golden sentences and expressions they blurt out on the live broadcast after the game have also been recorded by careful netizens, and then extend the heat through secondary creation, so that sports people become popular themselves.
Gu Ailing once said, "The ice and snow festival where my mother was born, I have the opportunity to help and inspire millions of young people, this is a once-in-a-lifetime opportunity to help promote the sport I love." After winning the first gold in the big jump final, the number of likes for a single short video on Douyin explaining the difficulty of 1620 actions was close to 2.6 million.
For example, from pastry chef to snowboarder, Zhang Jiahao, who chased "one's winter Olympic dream" alone, failed to stand on the stage of the ice and snow event in the end. However, through the Douyin platform, he brought professional science popularization and commentary of the snow project in the form of short videos and live broadcasts, and participated in it. After the good brother Su Yiming won the silver medal in the slope obstacle course, Zhang Jiahao sent a blessing of "fulfilling my dream for me" in the comment area of Douyin, which not only showed the sportsmanship and ice and snow charm to the fullest, but also touched and inspired thousands of netizens.
More importantly, through the continuous practice of large-scale events in two consecutive sports competitions, Douyin has formed a new ecology of sports content from star athletes, ordinary creators to watching users. In addition to multi-dimensional and diversified sports content, Douyin also transmits the positive energy value contained in sports content to the outside world, which is particularly valuable.
With the continuous expansion of Douyin's content in the field of sports, the gradual upgrading of the content ecology, coupled with the baptism and test of international events such as the European Cup, the America's Cup, and the Tokyo Olympic Games, Douyin has now become one of the important promotion platforms for sports, widely disseminating sports influence and positive sportsmanship among the public. Coming to Douyin to see sports and talk about sports is becoming the first choice for more users, and recording their sports life through Douyin under the infection of sportsmanship is gradually becoming the norm of people's lives.
The explosion of ice and snow athletes such as Gu Ailing and the continuous launch of the series of live broadcasts have made the differentiated advantages of "Champion Tiantuan on Douyin" more and more obvious. Coupled with the endless stream of original tricks, we have reason to believe that in the future, under the continuous enrichment of the sports ecology, Douyin will play a more extensive and positive role for the development of the ice and snow industry and even the entire sports industry.
Note: The images used in this article are from the Internet