Today (April 30), the "China Press, Publication, Radio and Television News", which is under the supervision of the Central Propaganda Department, published an article entitled "What is the "Youxi Phenomenon"?", which reported on the achievements of the integrated reform and development of the Youxi County Financial Media Center.
Let's take a look at the original article ↓
What is the "Youxi phenomenon"?
Author: Reporter Du Yina
Adhere to the principle that content is king, and high-quality content has frequently won awards, independently develop smart platforms to actively open up the "last mile" of rural services, and have the courage to step out of the comfort zone and explore diversified cross-regional cooperation models...... Founded on September 21, 2018, Youxi County Financial Media Center (hereinafter referred to as Youxi Financial Media), Sanming City, Fujian Province, although it is a public welfare institution, has not waited, not lying flat, and not yaw since its establishment 5 years ago, and has created a road of Youxi financial media with the development idea of "mechanism creation, technological innovation, content excellence, and industrial efficiency", which is called the "Youxi phenomenon" by industry experts and has become a new model of county-level financial media.
Content Excellence
Shape the "top soldier" team
It took a year to recreate the production process of these traditional crafts that are on the verge of disappearing in Youxi, such as cloth, wood carving, cotton, lanterns, ceramics, leather drums, small chamber operas, and papermaking. This is the content of the first season of the documentary "The Stallkeeper" that was broadcast on the Youxi TV News Comprehensive Channel in February 2018.
As one of the creators of the team, Xiao Lina, deputy director of the Film and Television Department of Youxi County Rong Media Center, said that the filming of "The Stallkeeper" was actually very hard, and many people in the team could wear many hats, from director to cameraman, from screenwriter to lighting, and from post-production to packaging, everyone gained a lot of experience and skills in the filming process.
During the filming of the second season of "The Stallkeeper", the production team of Youxi Rong Media put pressure on themselves and kept improving, from filming an intangible cultural heritage technique in the past with only one day to shoot the scene, to later going back and forth two or three times for a shot, waiting for three or five days.
Hard work pays off. "The Piano Cutter" in the second season of "The Stallkeeper" won the 27th China Documentary Micro Record Top Ten Works in 2021, becoming the only county-level station in the country to win this award.
"The Stallkeeper" is just one of the masterpieces of You Xi Media. In fact, Youxi Rong Media adheres to the concept of "integrity and innovation, content is king", and has produced a large number of promotional films, documentaries, and public service advertisements with "small cost and large production", and has made joint efforts from the three aspects of TV columns, film and television works and service platforms, and has created a number of high-quality works that can be spread and shouted, and more than 30 works have won national, provincial and municipal awards (financial support) every year.
In particular, in recent years, more than 10 original programs such as "My Grandpa Wants to Join the Party", "Looking at Fujian along the Minjiang River", "The Road to Revitalization" and "Love Learning" launched by Youxi Rong Media have attracted wide attention......
In 2023, Youxi Fusion Media will once again bring forth the new, focusing on planning and launching the feature films "You Xi" (external propaganda version), "The Twelve Hours of Guifeng", "Homesickness Guifeng" and the city promotional short film "You" You" Feel at Ease Heart "Xi", etc., which will become Youxi's golden business card; create a phenomenal hit product Zhuzi Culture series of short videos "People Need to Be Confucian" (a total of 100 episodes), with 100,000+ views in the first phase of the work; adhere to the production of "The Stallkeeper", leaving a strong mark on intangible cultural heritage, and launching the fourth season.
Still in 2023, Youxi Financial Media has also further expanded in international communication. 64 accounts such as "Xiaoxi's hometown" have been opened on YouTube and TikTok, with 1.345 million users and 9.35 million monthly active users. With the theme of "nostalgia", Youxi Media Day also pushes original short videos of Youxi beautiful countryside, with a total of 224,200 fans, forming an all-media three-dimensional publicity matrix from the county to overseas.
With the integrity and innovation of brand content and the training of talent teams with the project system, the launch and dissemination of a large number of high-quality works of Youxi Rong Media are inseparable from a team that loves to learn. Under the leadership of Zhang Min, director of Youxi County Financial Media Center, Youxi Financial Media has set up 12 learning groups such as writing, editing and directing, and photography, and adopting a fixed learning mode of "learning once a week" and a normalized learning mechanism of "going out" and "inviting in", so as to cultivate all-media talents who can "write with a pen, speak in the mirror, shoot with a camera, and edit when they sit". At the same time, 8 media studios, including "Zhang Min's team", "8 minutes" documentary, and "Golden Idea" creative planning, have been established to give full play to the leading role of key personnel, form a professional technology inheritance mechanism, and forge a "top corps" of high-quality content production.
Service excellence
Continue to participate in grassroots governance
In front of the smart screen of Youxi Rong Media, Lin Yafei, a technician of Youxi County Rong Media Center, told reporters about one thing. Mr. Chen, a resident of Yangzhong Town, Youxi County, lost his son, and he directly contacted the corresponding police officer Zhuo Longkai through the Youxi County Digital Rural Public Service Platform. This surprised Mr. Chen, who had such an efficient service platform around him.
△ Youxi County Rong Media Center Command Center
According to Lin Yafei, the Youxi County Digital Rural Public Service Platform was launched in September 2021 and was independently developed by Youxi Financial Media, including small program applications, background management, command and dispatch systems, etc., integrating the advantages of efficient grid management and convenience of WeChat groups. At present, the platform services cover 300,000 rural residents in 251 administrative villages in 15 townships and towns in the county, and a total of more than 8,500 cases have been collected and resolved, and agricultural consultations have been answered.
Relying on the smart Youxi APP, the Youxi County Digital Rural Public Service Platform gathers livelihood services, agricultural consultation, convenience services, news and information and other sectors, and can provide convenient services such as party member services, living expenses, housing rental and sales, enterprise recruitment, Didi travel, and illegal inquiries. The platform was also successfully selected as an excellent recommended project for media convergence innovative technology and service application in Beijing in 2022, and won the third prize of the 2023 "Wang Xuan News Science and Technology Award".
Participating in the construction of smart cities and serving the grassroots people together with the Youxi County Digital Rural Public Service Platform is also the smart Youxi APP originally created by Youxi Media.
Through the Smart Youxi APP, Youxi Financial Media can open up the tripartite sales channels of the Smart Youxi client mall, live streaming, and Youxi specialty store physical stores, continue to launch Youxi's local agricultural and sideline products, and assist in the development of the local economy;
Industrial efficiency
Realize the cross-regional operation of "self-hematopoiesis".
At the end of 2023, Fujian Zhuzi Culture Media Co., Ltd. will have a revenue of more than 33 million yuan. This company is a state-owned cultural enterprise established in June 2016 with a capital injection of 50 million yuan by the Youxi County Government, and is fully managed by Youxi Financial Media. Zhuzi Culture Co., Ltd. integrates all the operating assets and operating businesses of Youxi Rong Media, so as to achieve "self-hematopoiesis" and expand business development channels.
On the basis of the original outdoor advertising, 3D cinema, mineral water and other business projects, Zhuzi Culture Company undertook the construction of cultural projects such as smart cities and emergency theme parks in Youxi County, operated the "Youpinhui" e-commerce live broadcast base, developed Youfu series of cultural and creative products, and carried out training services for media business. With talent skills and technical advantages as the operating capital, Zhuzi Culture Company has reached cooperation with the "Great Wall Cooperation Alliance" of Chinese city and county radio and television stations, and has undertaken the shooting and production of more than 100 documentaries, promotional films and micro-films in more than 20 provinces and cities, realizing the multi-dimensional force of cross-border integration.
△ Fuzhou Office of Fujian Zhuzi Culture Media Co., Ltd
△Fujian Zhuzi Culture Media Co., Ltd. Shanghai Office
△ Beijing Office of Fujian Zhuzi Culture Media Co., Ltd
In February 2023, Fujian Zhuzi Culture Media Co., Ltd. set up the first out-of-county office in Fuzhou, the provincial capital, in order to explore the market inside and outside the province, and successively undertook the Fujian Provincial Commission for Discipline Inspection and Supervision of the clean government theme series of short videos "Ai Lian Said", Zhongfutong Group series of promotional videos, Fuzhou Sanming Building promotional videos and other projects. After that, it set up offices in Beijing, Shanghai and other places, becoming the first county-level financial media center in Fujian Province to set up offices abroad, and fully moving towards "diversified development and cross-regional operation".
△ Zhuzi Tea Culture Exhibition Hall
Also in 2023, Zhuzi Culture Company will complete the construction of the exhibition hall of the Zhuzi Tea Culture Exhibition Hall and the application of the regional public brand project of "My Family Youli and Youfu Sharing", and participate in the standardized development and construction of outdoor advertising in Youxi County and the exclusive operation of the "Xibao Youli" Youxi County officially designated regional public brand.
In this regard, Zhang Min said, "We should not only base ourselves on the county and radiate the provinces and cities, but also expand the whole country." ”
When it comes to the work goals in 2024, Zhang Min introduced that Youxi Rong Media will continue to integrate Youxi's location and policy advantages, build a digital cultural and creative industry covering digital content, film and television production, cultural and creative design, animation training, animation outsourcing and other digital cultural and creative industries that cross physical boundaries, and form a digital cultural and creative industry cluster that is leading in the country and unique to Youxi; The Fuzhou Office gives full play to the quality of resources and expands cross-regional media cooperation.
"We will insist on building the 'Youxi model' of county-level media integration and development, build a new model for county-level media integration and development in the country, and continue to be among the first camp of similar media in China. Zhang Min set a goal for the further development of Youxi Media.
Source: Fujian Weiyouxi Comprehensive "China Press, Publication, Radio and Television News"
New Media Editor: Liu Zhenzhen
First trial: Wang Fengrong
Re-examination: Huang Ranran
Final review: Chen Zengwei