Xinhua News Agency, Beijing, Dec. 29 (Xinhua) -- On Dec. 29, Xinhua Daily Telegraph published a report entitled "'Village Super': Chinese Farmers Calmly 'Talking' to the World".
In May this year, Rongjiang County, southeast of Guizhou, kicked open the flow valve. So far, the number of views of "Village Super" has exceeded 48 billion.
Who has mastered the traffic password of "Village Super"?Who is the master behind the "village super"?In Rongjiang, almost everyone thinks that the "village super" is done by themselves. This enthusiasm for collective participation even forms an obligation to agree with each other.
Spectators dressed in national costumes watch the game on August 13. On the same day, the Guizhou Rongjiang Food Football Friendly Match (the first season) was played in Rongjiang County, Guizhou Province. Photo by Xinhua News Agency reporter Liu Xu At the end of the year, Xinhua Daily Telegraph reporters visited 11 in-depth participants of the "Village Super" and looked back at this grassroots event from different perspectives. The stories of the 11 people in the "village super" are full of the calmness of the "dialogue" of the world in a mountainous ethnic county.
Village Super "Golden Boot": From "King of Powder" to "King of Balls".
The full name of "Village Super" is Rongjiang (Sanbao Dong Village) and the United States Village Super Football League. If you want to talk about football stars, Dong Yongheng who is in the county seat is one of them.
The captain of the Loyal Village football team, wearing the No. 10 jersey, which symbolizes the core of the team, scored 15 goals in 13 games, and was affectionately known as the "King of Football" in Rongjiang by fans.
The final of the "Village Super" started at 22 o'clock on July 29. On that day, more than 200,000 people poured into the Rong River. The stands of the stadium, on the running track, on the streets around the stadium, and even on the bridge across the stadium, were full of fans.
The team members of Loyal Village and Chejiang No. 1 Village, looking for people against the sound and waves, squeezed into the door with difficulty. Among the players are teachers, restaurant owners, students, bank workers, migrant workers, power workers, lottery ticket salesmen, ......The champion team can take a sturdy local calf.
After the opening, the "ball king" was a little confused, "I have never seen so many people, and I have to push the fans out before taking the corner."
In the game, Chejiang Yicun scored 1 goal first. Then, Loyal Village scored 2 goals in 5 minutes to overtake. Towards the end of the game, a player from Loyalty Village was knocked out of his teeth in the confrontation. Chejiang Ilcun then scored the equalizer and the two sides went to a penalty shootout.
It's like we've fallen under a spell and rarely win penalties. Looking back at the final 5 months ago, the captain was still unwilling.
At the beginning, he was called the "King of Balls", and Dong Yongheng would blush and be shy. When he was in college in Guiyang, he played against professional teams, "the opponent fought against each other, I couldn't even get the ball, I know my strength."
"Village Super "Golden Boot, Colorful Guizhou County League Top Scorer......As the state gets better and better, Dong Yongheng is becoming more and more confident, "I said to myself, now I am the 'ball king'."
Dong Yongheng, 34 years old this year, returned to Rongjiang after graduating from university. In the past few years, he has been engaged in the financial industry, engaged in civil construction with his father-in-law, and sold roll noodles with his lover.
"The next step is to do youth training. He understands where the children who play football in Rongjiang are bad, "After professional guidance, maybe they can cultivate real football kings".
Deputy squad leader": Four grids of electricity are beaten into one, so what.
"Vice-squad leader" is another name for the team that is at the bottom of the league table. The deputy squad leader of the "Village Super" is the four-grid village team that lost all 9 group games, scored 3 goals and conceded 42 goals.
Some people say that four bars of power are beaten into one bar, so what!Coach and central defender Pan Zhiliang said with a spirit of not admitting defeat.
Sige Village is located in Sanjiang Shui Township, which is one of the farthest villages from the county seat. After the "village super" began to sign up, Pan Zhiliang, who had been a teacher in Sige Village Primary School for two years, saw that the township had not taken action for a long time, so he discussed with Li Fuhong, deputy director of the Sige Village Committee, to form a team to participate in the competition.
However, the high-level players have long been picked out, and the four-grid village can only scrape together a team. Yang Shengyun, who was engaged in breeding at home, played basketball well, so he was arranged to guard the goal, and as a result, he became the busiest goalkeeper of the "village super".
2：8！The biggest margin came against Kozumura. Among the 20 teams, the Sige Village team is one of the teams with the largest average age, and the Xiaorui Village team is basically junior high school students, with the youngest average age.
This is a "seniority" showdown. Xiaorui Village No. 7 Pan Weiwei frequently used speed to break through, and the 42-year-old Pan Zhiliang was a little up, and he fell to the ground and tackle the ball continuously. The fans watched it enjoyable, but a female fan was so anxious that she shouted, "Old watch, you can't do it!."”
As soon as the game ended, the female fans crossed the crowd to find Pan Zhiliang and "questioned": "Old watch, Wei Wei is my son!."What should I do if I get hurt by kicking?”
Uncle and nephew fly shovel, teacher defends students, and employees play against bosses ......Picking out 20 teams in a county to play in the league will inevitably cause the players to get close to each other.
The players of Sige Village did not expect the "Village Super" to suddenly become popular. "Originally, it was just for fun, but I didn't expect the live broadcast to go abroad, doesn't this mean that I have exposed my strength in front of the world?Everyone can only bite the bullet. Pan Zhiliang said that their players are old and slow, and the team held a special meeting to emphasize that when they are on the court, they cannot be rude and foul, and they are not allowed to curse.
In order to "win back face", the township plans to organize another team, and the Sige Village team may not appear in next year's "Village Super" field. At least this summer, football has put the most remote village in Rongjiang in the spotlight.
After graduating from Pan Zhiliang Normal College, he worked in many village elementary schools in Sanjiang Township, where he was transferred back to the city to teach only a few years ago. He still has feelings for Sige Village, even though there is only one teaching point left there, and only one teacher is holding out.
Godfather" Commentator: A lot of the players are my students.
This summer, a group of big-name commentators such as Han Qiaosheng, He Wei, Huang Jianxiang, and Li Yi came to the scene to comment. Netizens commented: "This is the treatment of the World Cup. ”
Rongjiang also has a "godfather" football commentator - Lai Hongjing, a physical education teacher at Rongjiang County No. 1 Middle School.
Speaking of the first time as a "village super" commentator, Mr. Lai was still excited: "The afternoon before the game, I was notified to explain with Mr. Han Qiaosheng. I didn't sleep all night, memorized a lot of information, and finally found that I didn't use it. ”
Lai Hongjing made a good debut, because no one knows these players on the field better than him.
Most of the players in the village are graduates of No. 1 high school, I have been teaching for 18 years, and many of the players are my students. I understand the style of the team and even the character of the players. He explained.
Now, Lai Hongjing, who has commented on hundreds of games, has calmed down: "No. 1 Middle School is a veritable 'village super' resort, and the love for the green field when I was a student made many people insist on playing football and be keen to hold games when they grew up." ”
Football also changed the fate of Shanliwa. In the past 20 years, Rongjiang County No. 1 Middle School alone has trained 20 national first-class football players, 147 national second-class football players, and nearly 50 students have been admitted to sports colleges or sports majors.
"Village Super" host: Witness the big love of a small city.
Capture the Rongjiang River and capture the rainbow alive!"Where did the rainbow go?".”
Every time there is a competition, there will be a similar swipe in the live broadcast room. The "rainbow" that netizens miss is Yu Caihong, the host of Rongjiang County Rong ** Center, who has a sweet voice, enthusiasm and generosity, and is a beautiful scenery on the court. The set of ethnic minority costumes on his body has also become a hit in e-commerce.
The host's professional ability is also outstanding, and he can constantly mobilize the enthusiasm of the scene. At its peak, there were nearly 60,000 spectators, and "while others were immersed in the atmosphere of the game, I was nervously reciting my lines, and I didn't even dare to watch the brilliant fireworks."
During the off-season, she would go to various villages to interview and collect touching stories to tell to the audience.
In the story of the village super, there is family, friendship, love, players, villagers, and tourists. Yu Caihong said that on the field, the 94-year-old grandmother donated 50 yuan to buy water for the home teamVisitors meet at the stadium and find their sweethearts, and fans have witnessed 4 successful marriage proposalsThe 91-year-old Rongjiang veteran of the War to Resist US Aggression and Aid Korea made a special trip from Wuhan to return to his hometown and sang "Without the Communist Party, there would be no New China" with fans at ......the scene
It is best to "fight" the fans: please leave the stadium to the out-of-town guests.
"How enthusiastic are the fans?"
Some wore the same clothes as the on-site volunteers and disguised themselves to "mix" into the venueSome have chartered a long-term rental house in Rongjiang for two months;Yin Yi, a former member of the Bayi Youth Team, has been doing "Rongpiao" for a while, "After staying in Rongjiang for a year, I will have the opportunity to play in the 'Village Super'".
Changba Village, Guzhou Town, is famous for its fondness for cockfighting, and the emblem of the Changba Village team is two duel roosters. The team introduction reads: A Rongjiang football team with fierce playing style, excellent skills and never giving up.
The team is full of personality and the fans are not far behind. Yang Minggang is a "hardcore" fan and cheerleader of the Changba Village team, as long as there is a home team competition, the Changba Village cheerleading team can bring surprises: dragon dance, lion dance, Yangge program performance with hundreds of people;The 100-meter-long food team "fed" more than a dozen kinds of delicacies such as glutinous rice cakes, crispy meat, and sweet wine cakes.
The village super "is on fire, and many fans have no place to spend the night, so Yang Minggang mobilized cheerleaders and villagers to vacate their empty houses, take out bacon and rice wine, and let them live well and eat well. He also often appeals to local fans to watch live broadcasts at home and leave the stadium as much as possible for out-of-town fans.
The "village super" is booming, but the participation funds of each team are raised by each village itself. The decorations, food, and props of the cheerleading team are also made up by every family, and everyone wants to add glory to their team.
That's the power of the fans!Yang Minggang said.
Warm-hearted urban management: You can't embarrass the county.
On July 1, an elderly man went to the door of the stadium bathroom to sell watermelons. Liu Yiliang, the captain of the Municipal Comprehensive Law Enforcement Brigade, quickly arrived at the scene, and did not simply dissuade him, but provoked watermelons and took the old man to find a free stall together.
After the "village super" fire, the 400 booths set up in the stadium were not enough, and the county added more than 2,100 booths around the stadium.
Watermelon, bayberry juice, ice powder, squid, meat skewers ......The two of them shuttled from food stall to food stall one after the other. The weather was hot, and sweat soaked Liu Yiliang's broad back. Fans posted this heartwarming picture on the Internet, praising him as a ray of light for the "village super".
The spotlight illuminates good deeds, but it also amplifies the noise. "Village Super" allows Rongjiang's law enforcement team to take the initiative to adapt to law enforcement under the camera. Liu Yiliang said frankly that the county held such a big competition, and law enforcement should be turned into a service, and the county should not be embarrassed. "I'm a short-tempered person, and now I go fishing when I have time to hone my temperament. ”
At the beginning of the game, there were not a lot of complaints from fans from other places: they couldn't get a taxi, restaurants were not very hygienic, there were few hotels, and the price was ......The sudden popularity put Rongjiang under pressure.
Rongjiang mobilized people from all walks of life to carry out a big discussion of "what do I do for the 'village super'", so that the masses can come to the front and become the main body of the "village super".
As a result, veterans formed a volunteer convoy to go to the high-speed rail station to pick up fans for freeHotels and B&Bs promise not to increase prices, and restaurants and restaurants take the initiative to discount ...... for players and cheerleaders
Rongjiang is still the same Rongjiang River, Rongjiang people are still the original Rongjiang people, 'Village Super' inspires the truth, goodness and beauty in people's hearts, and continues to maintain truth, goodness and beauty. Xu Bo, deputy secretary of the Rongjiang County Party Committee and county magistrate, said.
China's Deflated King": No matter how many people there are, they only sell two cows.
The most popular delicacy brought by the "village super" is the famous "cow deflated".
At half past eight in the evening, most of the cattle deflated shops in Loyalty Town were close to closing. In this town, known as "China's No. 1 Deflated City", only after the "village super" is lively, it is revealed who is the "Deflated King".
In 2017, the county held a beef deflated hot pot food competition, and Yang Xueyuan's deflated hot pot won the first prize and won the title of "China's deflated king".
The cheerleading team led by the "Bull Demon King" of Loyal Village "added" a fire to the cow deflated hot pot. After watching the ball game, many gourmets did not forget to rush to the loyal village a few kilometers away to challenge this delicious dish that outsiders dare not open their mouths easily, and the locals do not even let go of the soup.
Recently, many people have come to check in because of celebrities' visits to the store, and her mother-in-law Yang Shengqiao hopes that people will come to the store because of her craftsmanship.
During the event, the mother-in-law and daughter-in-law saw more than a dozen cow deflated shops on the street, which suddenly increased to forty or fifty. Some don't even have time to do it, and hang a piece of plastic cloth as a sign, but even so, most stores still have to queue up.
When business is booming, diners have to queue for three hours to be seated. Usually, the store sells up to one cow a day, and on race days, two cows must be prepared, which is also the limit of what the store can carry.
Only their mother and son can fry the cow, and a spoon is a whole day, and they can earn more, and their bodies are really unbearable. Yang Xueyuan said.
From the "brave food" that few people care about, to the diners who come here now, Yang Shengqiao thanked the ball game for bringing business, but she also saw the "closing tide" after the event.
For many Rongjiang people, the days without "village super" may be the background color of life.
Watermelon Girl": I'm red, and the melon is also red.
Because she was wearing Dong costumes and enthusiastically "feeding" watermelons to the audience, Xiong Zhuqing, who often went to the stadium to cheer, quickly became popular, and netizens called her "Watermelon Girl".
Now is the time for a large number of navel oranges in Rongjiang to be listed, and Xiong Zhuqing is busy packing boxes and veneer sheets at the stall. An older woman next to her was facing the live camera, skillfully introducing the various advantages of Rongjiang navel oranges.
In the cheering again and again, Xiong Zhuqing gradually understood the ball, "At the beginning, no matter which team grabbed the ball, I followed the shouting, and then I understood, I only have to shout when the Fengle Village team grabs the ball, and my voice is much more comfortable."
As long as there is a competition in Fengle Village, the "Watermelon Girl" and the melon farmers around them will knock the stainless steel basin loudly. "At first, we knocked on all the old pots, but soon the old pots in the whole village were broken, and I broke a dozen of them myself, and everyone had to buy new pots to knock on them. While speaking, Xiong Zhuqing took out the two basins he had brought with him, and the bottom was very concave.
With fame, the 20 acres of watermelons planted by Xiong Zhuqing's family were quickly sold out with the help of his short ** account. She also helped other farmers sell watermelons, and sold more than 300,000 catties this summer. Later, a fruit farmer who grows passion fruit and navel oranges in Rongjiang contacted her, hoping to expand her customer base with the help of her short ** account.
Xiong Zhuqing partnered with several friends and contracted more than 60 acres of navel orange plantations. Her stall sells melons in summer and oranges in winter, selling goods and live broadcasts at the same time.
I originally only used the account as a circle of friends, but later participated in the training organized by the county, and only then did I know that the account must be set up and the content must be disseminated, so as to maintain the stickiness of fans and lead the traffic brought by football to sell fruits. Xiong Zhuqing added.
Like the "Watermelon Girl", many villagers in Rongjiang who can engage in live broadcasts have received training from the county. These grassroots anchors aim their cameras at inside and outside the green field, at the special agricultural products, and at the rich and colorful national culture of southeast Guizhou, providing endless imagination for the unexpected traffic to take root.
"Village Super" recommendation officer: 10,000 people light the first fire.
31-year-old Tang Shengzhong is the first college student in Sanjiang Township Bicycle Miao Village. Today, he runs the county's first self-** with more than one million fans - A Yi, the village super recommendation officer.
After graduating from Tang Shengzhong University, he successively engaged in new operation in Chongqing, Guangzhou, Guiyang and other places, and experienced the switch of traffic outlets from the first era to the short first era.
In May last year, after gaining a firm foothold in an MCN company (Internet celebrity brokerage company) in Guiyang, Tang Shengzhong, who had always wanted to contribute to his hometown, set his sights on Miaoshan Dongshui, which had yet to be explored, and chose to return to his hometown to start a business.
He took more than a dozen accounts of the company, and in just four or five months, he shot thousands of **, making the little-known Xiaodanjiang Miao Village a popular check-in place in southeast Qiandong, which is comparable to thousands of Miao Villages and Zhenyuan Ancient City, and also "dug up" his boss.
When I first arrived, there were only more than 100 accounts in the county that could stably produce content, but by May this year, the county had incubated more than 12,800 accounts through various trainings. Ouyang Zhangwei is currently partnering with Tang Shengzhong to start a business, and he also takes a fancy to the development momentum of the county's new **.
At the opening ceremony of "Village Super", a large number of local anchors in Rongjiang broadcast while shooting. "An inter-village event would not have received such a high level of attention from the whole network, but tens of thousands of self-leading events focused together, which ignited the initial traffic fire. Ouyang Zhangwei and Tang Shengzhong both believe in this.
Tang Shengzhong's account has sales of more than 30 million yuan during the year. "In the past, people asked for goods, but now goods are looking for people. Tang Shengzhong said that some businesses have contacted him, hoping to arrange the live broadcast of next year's competition in advance.
Initiator of "Village Super": We have Sama to protect us.
After the epidemic prevention and control was relaxed, Yang Yajiang, vice chairman of the Rongjiang County Football Association, pondered the resumption of the Chejiang Football League and "made an upgraded version lively", but he did not expect that it would instantly ignite the enthusiasm of the villages.
From Chejiang No. 1 Village to Chejiang No. 10 Village, it is the most densely populated village group of Dong nationality in China. Putting out the family tree, many of the villagers are relatives. In their spare time, the villages will kick the "old watch cup".
At the turn of the century, at the initiative of Yang Yajiang, the Chejiang Football League was inaugurated in a rice field that had been washed away by floods. Before the game, the village elders beat gongs and drums and called on the villagers to help the team.
In January this year, the upgraded version of the Chejiang Football League was launched. In addition to the ball game, the Sama Festival, an intangible cultural heritage project, was also moved into the field: cheerleaders dressed in national costumes, played the Dong pipa, sang the big songs of the Dong people, and danced the Doye dance ......Yang Yajiang was at the scene, directing the cheerleaders while taking short ** with his mobile phone.
More than three months later, the "Village Super" with the Chejiang League as the prototype kicked off.
The village super' has integrated the ethnic culture of more than a dozen ethnic minorities in Rongjiang into the football game, not only the Dong people, but also the Miao, Shui, Yao ......Yang Yajiang said.
During the preparation for the event, Xu Bo, Yang Yajiang, as well as members of the director group, competition group and media group, kept brainstorming, repeatedly optimized the plan, and geared up to push the "village super" out of the circle.
From the origin of the name "Village Super", we can also see the ambition of Rongjiang. "Everyone thought about calling Rongjiang 'village super', Qiandongnan 'village super', and finally the county magistrate made a decision, and it was called Guizhou 'village super'. Regardless of whether it succeeds or not, throw out the business card first. ”
More than 20 days after the start of the "Village Super", Yang Yajiang and the event organizers thought of registering a trademark, but found that the "Village Super" had been registered by others. Although after many efforts, the "village super" trademark right was reluctantly recovered, but it also reminded the county that it should pay attention to the protection of intellectual property rights.
The Dong people believe in Sama, and many Dong villages in Rongjiang have Sama shrines. Yang Yajiang's mother is in her 70s and is a Sama shrine keeper. Before each expedition of the Chejiang No. 1 Village team, she would make Sama tea for the team members.
This year's championship may be due to the fact that we have Sama to protect us. Yang Yajiang said with a smile.
Rongjiang "prospector": "village super" is fun and a way.
I am just a 'prospector' in Rongjiang, and 'Village Super' is a miracle of the people and the local ** going in both directions!Xu Bo said.
Rongjiang County is known as "the key to the southeast of Guizhou Province, the first important area of Miao Xinjiang", with a mild climate and abundant rainfall, and more than 20 ethnic groups such as Han, Miao and Dong in its territory, and rich in ethnic minority culture and intangible cultural heritage resources. Xu Bo said that these are "rich mines" in Rongjiang.
How to achieve bonanza fine opening?In 2021, Xu Bo, who first came to Rongjiang from Shenzhen, wanted to let the last batch of counties in the country get rid of poverty embark on a "new road", so he started his "prospecting" journey.
Rongjiang County has successively planned 5 urban IP shaping activities, such as bullfighting, CBA in the mountains, and marathon, but the results are not satisfactory and the effect is limited.
In late January this year, the Chejiang Football League achieved good communication results, which attracted Xu Bo's attention. But Xu Bo, who has experienced several failures before, knows that there must be a new way to make new colors.
Calming down, Xu Bo took stock again: Rongjiang County has 3850,000 people, including more than 50,000 who love football;Rongjiang is rich in cultural types, with a large number of ethnic minority cultures and intangible cultural heritage culturesIn 2021, a "new three changes" of "making mobile phones a 'new agricultural tool', data a 'new agricultural material', and live broadcast a 'new farm work'" was launched in Rongjiang, cultivating more than 12,800 new ** accounts, which has the possibility of helping the local people quickly "get out of the circle".
In the end, the idea of "combining national culture and football and spreading it widely with the help of new **" was gradually accepted by everyone, and "Village Super" came into being.
In order to get the masses to support the development of the "village super", Xu Bo initiated three "ideological emancipations" among the cadres and masses in Rongjiang County: "What should I do for the village super"."How to protect the good village super brand?"."What should I do to create a super atmosphere in the village?""With the strong support of the masses and the sharing of development results with the masses, we have today's 'village super'." ”
For the future of Rongjiang County, the post-80s county magistrate who graduated from Tsinghua University is still "prospecting" in a planned way: first, to hold a friendly Rongjiang food football match, so that the whole country can share the "village super" traffic;The second is to apply for the "Belt and Road" National Invitational Tournament to create the "Village Super World Cup".