Drinking Tu Su, wearing Chinese clothes, performing wine orders, singing and composing poems, forking hand ceremonies, ordering tea ceremonies... How much do you know about the etiquette of these ancients celebrating the Spring Festival?
At the "Adventure New Chinese New Year's Eve" party jointly created by Douyin and Henan Satellite TV, when these essences of traditional Chinese culture were visualized in their original form, they discovered that the Spring Festival of the ancients was so rich and meaningful, and behind each etiquette was hidden the subtlety and breadth of Chinese traditional culture, becoming a window for young audiences to understand Chinese culture.
With the theme of "Beautiful New Year", this southern Chinese New Year's Eve party combines ancient and modern content in songs, dances, dramas, short films and scene narrations, presenting a stage feast that blends tradition and modernity.
The whole party also continued the overall style of Henan Satellite TV's "Chinese Festival" series: consistent high-level Chinese style aesthetics, online content quality and a festive atmosphere in line with the New Year, so the party once launched to bring surprise and emotion to the audience, aroused widespread attention, some netizens said: "I feel more in line with my appetite, it's really good" and "Tonight's program is very smooth, a perfect combination of ancient and modern".
First, the small shop surprises the blind box, opening the dialogue between ancient and modern through thousands of years
67 minutes, 11 programs, the beauty of the national tide of the whole party is surprising.
On the street of thousands of lights, the girl of Qiyu accidentally saw a rabbit doll in the window, remembering the healing time with her grandfather when she was a child: "This is a mortise and a mortise is a tenon and a tenon is not needed, as long as it fits up and down like this, it is seamless", Grandpa explained the details of the mortise and tenon structure with his little granddaughter, while taking out a unique tenon and tenon structure rabbit doll, which became the most beloved childhood toy of the adventure girl.
As the opening plot of the entire party, the rabbit doll pulls out a warm story that immediately reminds people of the family love of reunion, which is also the source of motivation that attracts adventure girls to enter the small shop to find. There was no host throughout the party, only this story ran throughout: Xiao Xiao, a curious girl played by Cheng Xiao, walked into an all-encompassing adventure shop that carried all the beauty of the world under chance. Under the leadership of the store manager played by Yu Jinwei, a wonderful situation is opened to witness the warmth and beauty of the New Year.
In the small shop, Xiao Xiao saw the innovative mix of ancient style + street dance "Night Banquet and a Dream": dancer Han Yu traveled back to the Tang Dynasty after drinking Tu Su wine, and the picture of fighting and dancing with ancient dancers was wonderful; Humanoid mortise and tenon choreography, "The Beauty of Harmony": The pas de deux is fused like a mortise and a mortise to reflect the beauty of ancient architecture; 30 people gestured and danced, showing the mortise and tenon construction process, and the choreography was amazing; "This Peace of Mind", which completes Su Shi's life: the national style dancer plays a triangle by himself, and interprets the dashing of the young Su Shi, the unwillingness of the middle-aged Su Shi and the vicissitudes of the later Su Shi super vividly; Drag Show "A Glance at a Thousand Years": 20 sets of Hanfu crossdressing in 2 minutes for the little bully, and the beauty of Hanfu is fully presented; Scene dance "Phoenix Dance Neon Clothes": The dance on the drum, the dance is like a shock, and the graceful dragon reproduces the grandeur of the Tang Dynasty...
It can be seen from these programs that "Adventure New Chinese New Year's Eve" is an evening party that closely follows the Spring Festival reunion and the beauty of national style, and through the excavation and innovative expression of traditional culture, it not only shows the rich connotation of national culture, but also expresses the cultural confidence that Chinese into the blood.
How can such an innovative, national style, bloody, and reunion party not be loved?
As of January 17, the "Qiyu New Chinese New Year's Eve" party has been exposed to more than 800 million people on the entire network, and the party video has been viewed nearly 200 million on Douyin; The whole network received a total of 35 hot search topics, 19 Douyin hot lists, and 9 watermelon video hot lists, which can be said to set off a wave of attention on the whole network and aroused widespread attention from netizens.
Second, how to innovate and express traditional culture: content co-creation, operational resonance, and business resonance
Why can this party achieve innovative expression of traditional culture and resonate with netizens? It can be understood from three aspects: content co-creation, operational blessing and business resonance.
In terms of content co-creation, Douyin creators deeply participated in this party. In this "Adventure New Chinese New Year's Eve" party, Douyin experts contributed a number of wonderful famous scenes, Douyin musician Xiao A Qi sang "Once Upon a Time Said" on the streets of Zhengzhou, and the warm and healing singing brought New Year's wishes; Dai Yutong brought the famous song "Too Late" in the "open-air night food", the winter fireworks atmosphere and gentle voice, telling the infatuation and regret in love.
Especially the "One Glance at a Thousand Years" brought by Douyin's popular video creator Xiaobawang, with the soothing unfolding of Chinese style music, Xiaobawang was dressed in typical Chinese costumes of the Han Dynasty, Tang Dynasty, Song Dynasty, Ming Dynasty and Qing Dynasty, when the modern scene meets ancient style clothing, with gorgeous poems that respond to the scene, the beauty of traditional culture comes to the face, but also conveys the beautiful blessings of the New Year.
From the operational level, Douyin's national user resources are blessed to help the operation of "Qiyu New Chinese New Year's Eve" out of the circle. During the broadcast process of the party, the broadcast combination of Henan Satellite TV + Douyin makes the large and small screens synchronously linked, occupying the living room scene and mobile scene, which can effectively reach the audience in various circles, let the audience understand the traditional culture, understand the beauty of the national style, and also provide a wide user base for the fermentation of the party's voice.
After the evening was broadcast, the highlights of the program continued to spread on Douyin. Hot topics such as #小霸王3分钟换20套古装, #房东的猫在宇宙唱歌, #被人形榫卯编舞惊艳到了, #马天宇苏轼梦幻联动, and # accidentally breaking into the fantasy world continue to ferment, helping the content of "Adventures New Chinese New Year's Eve" gain a long-tail effect.
Commercially, the brand, the user, the content of the triple win. Douyin and "Qiyu New Chinese New Year's Eve" customized the New Year's theme program "Rabbit Dance New Year" for brand sponsor Yili, and the catchy lyrics, cheerful style, and magical dance steps made this dance spread rapidly. As of January 17, more than 110,000 rabbit dance video submissions have been spread on Douyin, and the number of related videos has exceeded 2 billion, not only the Times Youth Group, Su Bingtian, Wang Jianguo, Yin Xiaotian, SNH48, Cheng Xiao and other celebrities have joined, Douyin experts and passers-by have also participated to dance the first Year of the Rabbit dance in 2023.
The fun communication of "Rabbit Dance New Year" is a victory of high-quality interactive content, and it is also an innovative attempt of brand communication, allowing Yili to get closer to young people through the form of New Year songs and dances, and accelerate the pace of brand rejuvenation.
Through the content co-creation, a young and full of national style evening program is created, ensuring the innovation of the program's national style and the expression of traditional culture; Platform operation expands communication and consultation, allowing traditional content to resonate in various circles, while commercial customization innovation efficiently connects content popularity, national attention and brand docking, realizing a virtuous cycle of traditional culture mining-operation-commercialization.
Third, Douyin Screening Hall is launched, what are the new ways to play?
In "Adventures in New Chinese New Year's Eve", Entertainment Business Watch pays attention to the key scenes of the wonderful screening hall, where the magical projectors can lead people to travel through time and space and experience the joys and sorrows of thousands of characters. In real life, the screening hall is also real, search for "screening hall" in Douyin and enter the page will find that this is a one-stop long video entertainment function that integrates movies, series, anime, documentaries, and variety shows, and you can see the joys and sorrows of thousands of characters in the Douyin screening hall.
Compared with other long-form video platforms, Douyin Screening Hall has distinctive features:
First, entertainment content resources are abundant. Common film and television dramas, niche animation, documentaries, children's content, can meet the content consumption needs of consumers in all circles of the country, and also has "Bright Sword", "Tunnel Battle", "Xinhuanzhugege", "I am the blade of special forces" and other film and television classic IP exclusive broadcasting, which can properly meet the needs of users.
The second is fun gameplay to meet the needs of audience's social interaction. Douyin screening hall synchronously online watch function together, you can invite friends to watch a film and television comprehensive content together, the same songs and progress during the viewing period, you can also send each other text and voice, discuss the wonderful plot with each other, very suitable for relatives and friends who cannot meet offline during the Spring Festival, can achieve long-distance and same frequency watching and discussion, full of fun, interactivity and atmosphere.
The launch of the Douyin screening hall function is a natural thing in the eyes of entertainment business observation. As early as the Spring Festival in 2020, Douyin resolutely decided to invite the people of the whole country to watch "Mother", which provided spiritual support for the victory of the people of the whole country against the epidemic. According to the data of the post-review review, the total number of views of "Mother" in the first 3 days of multi-platform exceeded 600 million, and the number of viewers exceeded 180 million.
This shows that users on the platform have a huge demand for long videos. In response to the needs of users, Douyin made many attempts in the following three years, including participating in the production of more than 40 films such as "Shuimen Bridge of Changjin Lake" and "Walking on the Moon Alone"; Variety shows "Praise for the Song", "Very Quiet Distance", "Like! Talent Show", "Because It's a Friend", "Nice to Meet You", etc., have achieved good broadcast results.
These attempts are the basis for the launch of Douyin Cinema, which can not only meet the consumption needs of users on the platform for high-quality long videos, but also explore a new path of integration of long and short, which is an innovative move that integrates users, platforms and markets.
In this year's Spring Festival, Douyin has also prepared a wealth of "New Year gift packages" in the field of long videos.
In terms of movies, Douyin participated in the production of the Spring Festival movies "The Wandering Earth 2" and "Manjiang Red", both of which are seeded players in the first echelon and are expected to work together to create new box office records; At the same time, Douyin opens up the resources of the screening hall and the movie pendant, allowing users to purchase movie tickets on Douyin, shortening the user's consumption decision-making path.
In terms of variety shows, the three mobile phone clients of Douyin, Douyin Extreme Edition, and Douyin Volcano Edition, as well as Douyin Web Version, Douyin PAD Terminal, and Fresh Time TV all support live broadcast and live projection viewing of the Spring Festival Gala, as well as the playback of the Spring Festival Gala. Douyin takes advantage of the popularity of CCTV and local satellite TV Spring Festival Gala to provide users with a rich content combination, which can meet the content consumption needs of users for the Spring Festival family celebration.
From the praise of "Qiyu New Chinese New Year's Eve" held by Henan Satellite TV, to the launch of the Douyin screening hall, to the active participation in the Spring Festival family content presentation, the outside world can clearly perceive the continuous enrichment of Douyin long video content, which is undoubtedly a good thing for the platform, users can enjoy more high-quality content services, and the platform can also use this to find new incremental markets and complete the multi-dimensional construction of the content ecology.