Compared with the seemingly "greasy" shape in the video out of the circle, Xie Wei in reality is thick and simple. After the summer, he had brown spots on his face, a little thin, and very refreshed.
On this day, he came wearing a white shirt, a gray-cyan jacket, and a briefcase. He walked quickly, his shoulders flattened, and he looked bright. If you don't pay attention, you stand in front of the visitor. Another weekend, the water sloped through the border of Suizhou City, the light was strong, the water waves were gentle, Xie Wei Station was going to the lake to continue the shooting of the new video.
Recently, his so-called "ugliness" has caused traffic to burn Suizhou, a small city in northern Hubei. He was excited and cautious. Excitedly, the local ginkgo biloba is known throughout the country. Prudence stems from increased scrutiny and scrutiny within and outside the system.
"Not moving is the safest." He said he understood this, but cultural tourism needed marketing, "to do cultural tourism like a madman".
Xie Wei at the Suizhou City Museum. Picture| Nine Pai News Xu Ming
[1] Director of the "soil" bureau
On the first working day after becoming popular, Xie Wei was specially called by the city leaders. His work was affirmed, and he had to hold a meeting to discuss the next step of cultural tourism publicity planning.
The national media were looking for him, so the landline kept ringing. Xie Wei instructed colleagues to give his personal mobile phone number directly to reporters, and he could be interviewed on WeChat.
During his lunch break, he answered the fixed line with his left hand and was interviewed by reporters from Guangdong; Answer the phone with your right hand and arrange the next interview with the Shandong reporter. At the end of each interview, he politely thanked the reporter.
His mobile phone wallpaper is a promotional picture of the city overlooking Suizhou, and the big red characters say "China's Top Ten Charming Cities, National Historical and Cultural Cities". He grew up in Suizhou and has a deep affection for this land.
How could the media in the provinces pay attention to Suizhou in the past? He said, please can't come, so cherish the opportunity.
Suddenly becoming an Internet celebrity, this cadre tried many firsts. The first online live broadcast, the first use of Weibo, the first Feishu meeting... "big data era", "traffic is king" and "fine cutting and rough cutting" also popped out of his mouth from time to time.
After accepting the invitation from the platform, he opened an account and also thought about opening an account on another platform. But he won't change his username, his avatar, or his cover image.
"How do you say you want to open a membership?" How much will it cost? He held the phone high and far away with his left hand, and swiped the screen with his index finger on the other, squinting and pondering. Finding that it was only 15 yuan, he hesitated and said, OK, open a member.
8 p.m. After a work meeting, he rushed to the office to connect live. In order to look better in the camera, he put a box of mineral water on the table, stacked a cardboard box to cushion it higher, erected two books on both sides, and sandwiched his mobile phone in the middle.
The reporter opposite said that the camera seemed a little blurry, and he replied, "What's going on?" Is my phone too out? He stood up again, sighed into the front camera, pulled a tissue on a tissue, and said as he wiped it, "Is it clearer?" ”
"What about the sound?" "Why can't I hear you?" "I still can't hear it!" The mobile phone could not play the other party's voice, he looked at the series of icons on the live broadcast interface, and the gradually increasing number of viewers, a little anxious.
At 10 p.m., the live broadcast enters the state. He waved and sang the ginkgo song, but it was a little cramped. Referring to the scenery of Suizhou, he suddenly raised his voice, "10,000 acres of peach blossoms..." Perhaps introducing the scenery is his specialty, he relieves his tension, his body sways relaxed, and the leather chair creaks with it.
Xie Wei broadcast live in the office and the media. Photo/Jiupai News Xu Ming
"Are you afraid that the organization will label you as the head of the Internet celebrity bureau?" When asked for the first time, Xie Wei replied appropriately, "How can you be afraid?" For me, it's more tasks and less rest. ”
The second time asked, his hand holding the steering wheel paused and said with a slight evasion, "Do my job." ”
When asked for the third time, he finally lay down on the leather chair and said frankly, "Before the township flood, I was ordered to go, and it was very effective, it was originally an organization to break the rules and promote, and it was very noticeable in the career." I really should keep a low profile and dim down. Cultural tourism needs marketing, I have to show my face, but it's easy to make people think that I just rely on a mouth. Push yourself into the limelight, and your words and deeds will be closely watched. Perhaps, other bureaus do not need such a high profile. ”
He continued, "Not moving is indeed the safest. But within a certain time frame, you have to choose a path, the road ahead is unknown, depending on how you choose. ”
[2] "Ugly" out of the circle
Xie Wei unabashedly said that the opportunity to "touch the net" was to imitate Liu Hong, director of the Kardze Prefecture Cultural and Tourism Bureau in Sichuan. He also specifically went to Liu Hong's short video account to comment, but "he was too popular to chat."
It can be said that Xie Wei is making a short video with the mood of praying for rain. According to the official data released by the Suizhou Municipal Bureau of Culture and Tourism, during the 7-day long holiday in 2022, Suizhou City received a total number of tourists, achieving total tourism revenue, and the number of tourists received and comprehensive income received by A-level tourist attractions decreased by more than 60% compared with the same period in 2021.
The day before Museum Day on May 18, he downloaded the short video software for the first time and named the account. "Shen Yun Suizhou" "Suizhou Cultural Tourism"... He found the names he had brainstormed to be too distinctive. He also thought of "the bureau chief will take you to Suizhou", but there are too many bureau chiefs, and the meaning is not clear. In the end, it was finalized that "Director Xie will take you to Suizhou".
In the first phase of shooting, Xie Weila took a few colleagues, did not tell the reason, and went straight to the Suizhou City Museum. This is a national first-class museum with artifacts on display, including the bell of Tomb No. 2 on the west side of Zeng Marquis Yi's tomb.
Xie Wei wanted to film, but he didn't think it was complicated, so he asked a female colleague to play a maid and another to play a minister. On the spot, they thought they needed a script, so they wrote it on the spot and changed it while filming. The next day, the video was sent out smoothly. At this time, he had already realized that making short videos was not so simple.
This time, it was Liu Hong's turn to comment on him.
Director Liu Hong's message. Screenshot
On the night the video that caught him on fire, someone left a message, "Shame on the face of our Suizhou people." He felt uncomfortable and hesitated, "Let's delete it." But he was not convinced, and everyone struggled to shoot all day and decided not to delete it.
Gradually, the IP addresses of comments changed from within the province to outside the province, all over the country. Ruhua, sister-in-law Xie, Pan Moujiang Suizhou divided Pan... There are more and more complaints about Xie Wei's appearance. Privately, colleagues are also whispering that this video is embarrassed to forward to the circle of friends for promotion, "it is indeed a bit spicy."
Xie Wei searched for who Ruhua was online. Then he saw a fat face appear on the computer screen, and he picked his nostrils. "Oh my God, am I such a disgusting person?"
He went to find a mirror, looked at his face, and thought, I don't look ugly, just an ordinary person, I care what others say is beautiful and ugly. While comforting himself, he responded appropriately to the media: "As long as I can promote the beauty of Suizhou, I can offer ugliness and funny" and "Forgive my ugliness, but my hometown is really not ugly."
Xie Wei also explained the "embarrassing" makeup and hair many times. Time was tight, the script was temporarily changed, and a colleague who was filming together fell and injured his foot, he was very anxious that day, "I love to sweat when I am in a hurry, the more sweaty the hood falls, and the more I fall, the more anxious I am." ”
In his latest video promoting Suizhou ancient relics, Xie Wei once again dressed up in the ancient style of the video. This time, the same outfit, the same stylist. But he had two strands of long hair hanging from both sides of his forehead in the previous video, and this time he specifically asked the hairstylist to comb it so as not to be untidy.
The wigs that stick to the costume are very complicated, the stylist squeezes a circle of glue along the forehead, and sticks strands to the head, the wig is long and heavy, one person is specially in front, holding the sideburns and forehead with both hands, and the other is in the back to sort out the tangled hair. Adjusting the hairline requires tearing the skin and glue, which hurts so much that Xie Weigong grins.
During the shooting, colleagues reminded "put your stomach away, otherwise netizens will say that you are greasy". Xie Wei probably felt that it had little effect on lifting qi, and said to the makeup artist in the Suizhou dialect, "Do you women use a waist touch (girdle), do you have a belt?" Wouldn't it be better to use it for me, and tie my belly up. ”
Many people surrounded him, still joking with him, "Actually, it's a bit like a Tianshan Tong Grandmother."
Xie Wei modeled for the shoot. Photo/Jiupai News Xu Ming
Being called "ugly", Xie Wei has a good attitude. He said that his daughter brushed all her father on the Internet, and felt that he had done what other people's fathers could not do, and "happy to die." Before she came out of the circle as "ugly", her daughter liked to take Xie Wei's "ugly photos" as chat emojis, and sent a family group saying "Suizhou four beauty, dad is the ugliest".
The wife also talked about this matter generously, "He is not good-looking, he is really not good-looking, when I first looked at him, it was not because of his appearance, but because he felt that he was angry." "The wife is delicate-looking, tall, and beautiful in the crowd. She smiled and said, "Maybe good-looking women like to find bad-looking men." ”
Netizens commented on his video "rustic", he laughed at himself, his biggest problem is that he can't speak clearly, Mandarin is too 'casual', "My image, I want to be tall, I can't get up!" ”
The only thing that made him feel harsh was that some people said that he "wasted resources and wanted to shoot for the leader". He thought that he squeezed out all his free time to become an Internet celebrity, and he must not let the sewage of "not doing business" splash on his body, drop by drop.
Xie Wei was promoting Suizhou cultural relics, and netizens said that the bureau chief was not ugly in a suit. Photo/Jiupai News Xu Ming
[3] Love literature and art
Before being transferred to the city in February this year, Xie Wei had been doing grassroots work in various townships and towns in Suizhou for more than 20 years. Dealing with farmers, he wrote down many thoughts in QQ space.
At an organizational transfer in 2011, he wrote verses like an ancient official.
"The 400-kilometer road is familiar, and more than 50,000 people are particularly unfamiliar. Three thousand ambitions have not yet been unfolded, and a piece of paper makes hatred linger."
The town has not rained for many days, and he is worried about the drought.
"The drought demon has been raging for more than half a year, and it is impossible to sleep one night ticking. Mo Xiao is a farmer's child, and his heart is for the thousands of acres of land outside the city."
Colleagues say that he is a literary and artistic person because he likes to write and read. He admired people who could publish articles in newspapers and magazines, and slowly moved from publishing "tofu cubes" to publishing long articles.
When he went to agricultural school, he was immersed in agricultural technology different from rice, wheat and cotton, and was especially fond of fruit tree cultivation. At that time, he always dreamed of planting a large orchard after graduation, ending his family's hardships and poverty in the large farmland.
He saw that the classmates who chose to go to high school were all admitted to college, so he blamed his father for choosing the path for him, "Choosing to study secondary school is living for four years in vain!" "But graduating from secondary school can directly assign jobs and eat commercial food, which is a very glorious thing in the village." He regretted in the article, obviously in order to be safe, he gave up the risk of three years to enter university, "I don't know how, I was guilty of relying on my father at that time." ”
Later, he went out of the countryside by studying, replaced his father's piece of inferior white-edged golden butterfly cigarettes, and provided him with 60 yuan of Xiangyang cigarettes. He regretted that his father was illiterate and could not satisfy his desire to become a janitor in the unit, and his father said that it was the most comfortable thing for rural people in their lives, only watching the door, having a salary, not farming, "a few good."
Xie Wei has a different kind of affection for the soil. When he first bought a house in the city, he insisted on choosing the first floor - just to have a small dirt garden. Now, his family's small garden has planted an orange tree that has been cultivated for more than ten years. He pruned it in time, prevented insects, cured diseases, vegetables, flowers, and fruits, and poured all his professional knowledge into this orange tree. He often dreamed of himself walking through large orchards.
Before he became the director of the Cultural and Tourism Bureau, the beauty of Suizhou was often the material for his writing, writing about peach blossoms and ginkgo.
"Tomorrow is a sunny day, and there will be more confused eyes coming to see me." Thinking of this, tears oozed from the peach blossom cheeks, for those, affectionate looking back, and this short spring."
"I just want to show you as bright as gold, you don't come." I've been on the branches, day and night."
Back to reality, he still has to face a hierarchical system.
At a daily government meeting, he rushed forward in three steps and two steps to press the elevator for the leader. At this time, someone laughed and said that "they are all hyping you", and the atmosphere in the elevator instantly condensed. The elevator door opened, and he quickly plunged into the gray-cyan crowd and burrowed into an inconspicuous corner.
When he first joined the work, he felt that he was stupid, and he needed some advice from his superiors to know that he should take the initiative to make tea and mop the floor, and he also needed someone to mention it to know how to do things and talk.
Later, he lived in the city and often rode his bicycle for more than an hour to work in the township, although it was for exercise, but he was talked about. He said he couldn't explain it and had to ignore it.
Every morning at 6:20 a.m., he would stand on time at the sports field downstairs of his home to dance his sword. Photo/Jiupai News Xu Ming
[4] Fight "chicken blood"
Xie Wei believes in suffering and the tortoise in the tortoise and hare race, because "there is nothing wrong with suffering and there is no loss." He said that he does not compare with others, and the more he compares, the lower his position and the smaller the pattern, which wears out his enthusiasm. Put yourself in a higher position so that you are not uncomfortable and painful.
When he was young, he was assigned to sell pig feed in a unit of the Animal Husbandry Bureau, and he said, "To do sales is to go to the best-selling places." Now doing cultural tourism, he said, "I want to do cultural tourism like a madman".
Under the top video of "Director Xie takes you to Suizhou", the highest praised comment is "How is the bureau chief so spiritual, every day is like fighting chicken blood". The director's reply was: Everyone is fighting chicken blood, and the cause is vigorous.
He has no acting experience, and the shooting time of each episode is about seven hours, and the same line will be NG thirty or forty times. The video of the Yandi Hometown Night Tour Light Festival was in the middle of summer, and he was jumping and shouting around the bonfire, acting as an "atmosphere group", jumping around over and over again, his hair and shirt soaked in sweat and slippery. Colleagues said he changed out of his soaked shirt, which slipped like washing powder.
During that shooting, Xie Wei had a hot cold that lasted for half a month. The photographer also said that the solution belongs to too hard-working, shooting the fierce sun above, young people can't stand it.
A colleague said privately, "At first, it was quite fresh, but it was a whole day, and everyone felt tired and wanted to rest at home on weekends." They also genuinely questioned, "Isn't the chief tired?" Xie Wei also understands that the children of colleagues are still young and need time to take care of them. And he is older, the children are already adults, and the tasks from the family are much smaller.
After the site had 3 billion hits, due to the limitations of the city's media resources and budget, he did not have a special team to undertake a large wave of traffic. Online, he bluntly said that the number of fans is not enough, and he cannot live broadcast the goods for the time being. He is afraid that he will lack experience, leave a bad impression on netizens, and spoil the good things in Suizhou.
Now, the account is only logged on his mobile phone. He opens short videos more and more frequently, pondering the videos and clothes of other Internet celebrities himself.
Netizens saw his updated "rough" video and suggested in the comment area that he borrow Liu Hong's team for two days. Although it is a joke, he can also detect, "Why Liu Hong draws his sword, and the sound effect of 'Xiu', playing with the sword and the sound effect of 'Xiuxiu' following the action, I don't have anything in this video."
He understands that the investment in cultural tourism is an asset-heavy investment, and the key is the six elements of tourism - food, accommodation, travel, shopping and entertainment.
He said that no matter how complete the scenic spot is built and how beautiful it looks, if the bottleneck problem of food and accommodation is not solved, it is impossible to create global tourism, let alone the prosperity of cultural tourism.
Now, Xie Wei passionately appealed to the audience during the live broadcast, "Let's go!" Take a walk offline and support me. "On the one hand, we are preparing to build a cultural and tourism alliance to allow enterprises to share resources."
He likened the promotion of cultural tourism to a treasure hunt, some people have never found it in their lives, and as soon as he went out, he was stumbled by the "treasure", which should be cherished. He also knows that the "treasure" of the Internet is like flowing water, and the traffic will recede, but during its existence, it will serve the target as much as possible.
"Suizhou cultural tourism has entered a new era." He was relieved that at least everyone knew about Suizhou.
Jiupai news reporter Xu Ming reported from Suizhou, Hubei
【Breaking news】Please contact reporter WeChat: linghaojizhe
[Source: Jiupai News]
Statement: The copyright of this article belongs to the original author, if there is a source error or infringement of your legitimate rights and interests, you can contact us by email, we will deal with it in time. E-mail address: [email protected]