With warm applause, the final of the "Kuaishou Village BA" Guangdong station came to an end. In the post-game award ceremony, Cantonese delicacies such as sausages and roast goose were put on the court, and the champion Dalang Shixia basketball team shared the "award" crispy roast suckling pig with the audience.
Since 2023, the popularity of mass sports events such as "Village Super" and "Village BA" has helped sports become a way of life for more people, and the concept of "sports is health" has gradually taken root in the hearts of the people.
Online and offline "linkage" to help the "village BA" break the circle strongly.
Looking back at every event of "Village BA", the scene is crowded and difficult to find. The villagers brought their own small benches and herringbone ladders to watch the game, and local specialties were indispensable to help. In Guizhou, local art troupes and local children have become "cheerleaders";In Ningxia, the fragrant roast beach sheep made the audience enjoy the game after watching the game, which was both "enjoyable" and "fun".In Guangdong, the combination of traditional and modern lion dance and mechanical lion dance performances is eye-catching......
The "Village BA" event was full. Photo courtesy of the interviewee.
The water and soil of one side give birth to the culture of the other, and the sports culture is inseparable from daily life, and it is closely connected with the folk customs, which is the unique feature of "Village BA". In sync with the lively scene of offline watching, the grand occasion of the game was also broadcast on short **platforms** such as Kuaishou.
In June 2023, the village BA Guizhou Anshun Xiaozhai Village Station will once again swipe the whole network, with a total of more than 300 million live broadcasts, and the number of related topics will reach 4500 million, with more than 161 hot searches on the whole network;In September last year, the total number of live broadcasts of the village BA Ningxia station exceeded 3200 million, and the number of related topics reached 4700 million;The total number of live broadcasts in Guangdong Station has exceeded 300 million, and the number of related topics has reached 7200 million ......
The continuous outing of the village BA has injected new vitality into mass sports and helped mass sports continue to release new energy. The mass sports stage set up at the "doorstep" has made people's enthusiasm for self-discipline exercise and physical fitness more and more high.
"Village Events" drives the "village economy" and boosts the economic development of the event.
The "Village BA" with a full sense of atmosphere has not only ignited people's sports dreams, but also become an exhibition and sales platform for some local characteristic agricultural products, helping rural revitalization in the name of sports.
On the field, the local people gathered together with singing and dancing, and the award-winning prizes were all local intangible cultural heritage products and agricultural and sideline productsOutside the arena, the e-commerce live broadcast and cultural tourism industries are hot, and young people are also spontaneously returning to their hometowns to engage in new careers brought by basketball games.
At present, many "village BA" venues have combined local commercial brands with the user coverage of short ** platforms through competitions, so as to drive the economic development of rural areas and better serve the local area. For example, the village BA Ningxia station has created an online cloud market, combining the event nodes with special products to bring goods, gathering local good things in Ningxia, and gaining a lot of attention. During the Guangdong station, the "Ball Village New Year's Goods Live Room" was created that can be delicious, fun and easy to buy in Guangdong, and opened up the live broadcast room of the event and the anchor to bring goods, and buy goods while watching the game. It is worth mentioning that the BA official of Kuaishou Village decided to donate the income from the official live broadcast room of the Guangdong station to Gansu and Qinghai for earthquake relief and post-disaster reconstruction.
The scene of a "village BA" basketball game. Photo courtesy of the interviewee.
In order to expand the influence and enhance the participation experience, many areas where the event was held have upgraded the quality of the basketball court and its surroundings, supporting guest lounges, athlete changing rooms, parking lots, snack streets, etc., which have driven the development of agricultural products, tourism, catering, accommodation, cultural and creative industries in the village, and a large number of jobs have increased.
According to the data provided by the Investment Promotion Bureau of Taijiang County, Guizhou Province, since 2023, Taijiang County has received a total of 126 foreign businessmen for inspection and research, signed 16 investment contracts, and signed a total investment of 21600 million yuan, 17 cooperation projects under negotiation, with a total planned investment of 276.3 billion yuan. The local government took advantage of the "village BA" to help attract investment and achieve new breakthroughs, and turned "competition flow" into "economic retention".
The popular event represented by "Kuaishou Village BA" is exploring a more closed-loop, more comprehensive and more three-dimensional model, along the direction of helping and benefiting farmers, combined with the traffic, talents, and business resources in the station, to open up the economic channel of "sports +". In the later stage, the attention brought by the event will be pushed to other areas of the agricultural channel, so that the popularity of the event itself will be gathered and produce direct economic benefits.
In 2024, "Kuaishou Village BA" will open the "open competition mode", and build with capable and distinctive partners across the country through the method of traffic resources + **publicity resources + competition**, to create a series of events with larger scale, higher frequency and richer content scenes, and is expected to open 30 stations throughout the year, covering more than 500 games.
See the value of "mass sports to help rural sports."
The 14th Five-Year Plan and the Outline of the Long-Range Objectives Through the Year 2035 clearly put forward the goal of building a sports power and a healthy China by 2035. The road to becoming a sports power is the road to a faster, higher, stronger, more united, and more enjoyable health.
According to the 2023 Kuaishou Mass Sports Data Report, from March 2023 to September 2023, more than 500 village competitions will be broadcast live on the Kuaishou platform, with a total of more than 800 million people. The search volume of keywords related to the village competition, including "village ba", "village super", "village va", etc., has skyrocketed, and more and more people have shared their favorite event dynamics, creative challenges and training and exercise routines on the short ** platform, and the performance is extremely enthusiastic. In Xiaozhai Village, Guizhou, the white-haired old man does not forget his love for basketball, and the drooping young children use life as a training ground, and even the aunt holding the child can shoot accurately.
According to the data, in the first half of 2023, the number of Kuaishou sports content creators will exceed 17 million, the number of likes on the platform's sports content will exceed 8 billion, and 91% of the sports content will be released by creators with less than 10,000 fans.
"Village BA" not only attracts the attention of the masses to sports, but also promotes the popularization of standard venues, the improvement of infrastructure, and the construction of sports organizations. Many outstanding athletes from the countryside have returned to their hometowns to teach their skills to children, so that sports culture can be passed on from generation to generation.
The surging endogenous power of mass sports has become a new footnote for China to accelerate the construction of a sports power and promote national fitness, so that a happy life can be more complete and of better quality, and meet the people's growing needs for a better life. (Intern Wei Xinwen also contributed to this article).
Editor-in-charge: Luo Zhizhi, Lv Qian).
*: People's Daily Online.