During the Spring Festival, "village evening" has become a new hot word. A unique north-south "village evening" **PK became popular all over the network, attracting many netizens to watch in the live broadcast room.
From "village super", "village ba" to "village evening", Chinese countryside continues to sprout with amazing vitality, and old trees bloom new flowers. Looking at the "Village Evening" from the theme of the Spring Festival, which is full of nostalgia, what changes can we see?
Mr. Tie Ding, director of the Agricultural Research Center of Yuanyi Think Tank and editor-in-chief of Agricultural Ginseng, once pointed out that rural areas and agriculture have strong cultural attributes. "Village Evening" is a good way to strengthen the revival of rural culture through "holding events", developing agriculture, cultural tourism, and letting rural agricultural products go out. This coincides with the development of the county economy repeatedly emphasized in the No. 1 document, and at the same time arouses the emotions of the public and continues to connect the exchanges between the city and the countryside.
The "village evening" in the north and south, the new revival of regional culture.
On January 20, coinciding with the snowfall, Linfenbozhuang Village in Shanxi Province and Laershan Town in Fenghuang Province staged two special "village evenings" at the same time. Daniel Zhang, the non-genetic inheritor of Jinnan's majestic gongs and drums, and the "Miao Three Barbarians" band formed by four young men of the Miao 90s who are in their prime, served as the hosts of the two feasts.
They each gathered nearly 200 villagers in the local area to enjoy the Jiangzhou drum music, Jinnan folk songs, as well as Miao drums and Xiangxi Miao lion dance. The whole party lasted for 3 hours, and the atmosphere was warm and laughter continued. It is worth mentioning that more than 15 million netizens felt the charm of these two "village evenings" simultaneously through the Douyin live broadcast room, as if they were there to share this audio-visual feast.
It is reported that the "Village Evening" event organized by the anchor for the first time was held with the support of the "I want to hold a Village Evening" plan. Under the guidance of the Public Service Department of the Ministry of Culture and Tourism, the program is a Douyin live broadcast support project for rural cultural talents jointly initiated by Douyin Live and the Chinese Cultural Center Association.
This "Village Evening" is divided into two sessions, with the themes of "Linfen in the Drums" and "My hometown is 'very' good". Daniel Zhang, an inheritor of non-genetic heritage, talked about the original intention of organizing the "Village Evening", saying that he hoped to let netizens across the country feel the original majestic gongs and drums through the live broadcast room and find the disappeared drums. Shi Jichang, the drummer and captain of the "Miao Three Barbarians" band, said that the "Village Evening" was held to support the band's fellow villagers to hold a big party, and hoped that the beautiful scenery of Laer Mountain and Miao customs would be known by more people through the live broadcast.
At the scene of the "Village Evening", the "Miao People Three Barbarians" band took turns to sing a number of original songs such as "Dumping Baba", "Ah San Rushing Scene" and "Shouting Mountain", and more than 70 villagers from many villages in Laershan Town performed Miao drums, Xiangxi Miao lion dances and other wonderful programs. Among them, in the "Miao Dressed Up Farm Tools Show" brought by about 20 women, children and elderly people from Daigao Village, Lianglin Township, the villagers confidently took the stage with hoes, fish baskets and other farm tools, and were jokingly called "like walking the international T runway" by netizens in the live broadcast room.
In the past 15 years, Daniel Zhang, as the inheritor of the intangible inheritance of majestic gongs and drums, has visited more than 300 villages in Linfen and recorded more than 1,500 gong and drum songs. In 2020, Daniel Zhang began to experiment with Douyin live streaming, from only a sporadic audience at the beginning, to a maximum of more than 600,000 people** in one live broadcast. He found a stage for the majestic gongs and drums in the live broadcast room, and maintained his gong and drum team through live broadcast rewards.
Whether it is the explosion of "Erbin" or the live broadcast of "Village Evening", it is a new form of the countryside under the new tide. In the Internet era, it is the key to let the "aroma of wine" in the depths of the alley "get out of the circle". Keen insight into current affairs, keep up with the trend and promote marketing, so as to promote the whole city from the Internet to reality. Now, this upsurge of attention is pouring into the stage of "Village Evening", and it is worth paying attention and thinking about whether the countryside can seize the opportunity to transform online traffic into a driving force for villagers to get rich and a new driving force for economic growth.
Rural events detonate the rural economy.
As an important part of China's "Village Evening" demonstration and display activities in 2024, the "Village Evening" in Rongjiang County, the birthplace of "Village Super", has attracted much attention. This event not only reproduced the unprecedented grand occasion of last year's "Village Super" summer finals, but also gave birth to a strong consumption boom during the Spring Festival.
From "Village BA", "Village Super" to "Village Evening", "Village Evening" allows us to see the way out of rural tourism. According to the data provided by the Investment Promotion Bureau of Taijiang County, Guizhou, 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.
During the "Village BA" period, Taijiang County and other places have added guest meeting rooms, athlete changing rooms, parking lots, snack streets, etc., and the development of tourism, catering, accommodation, cultural and creative industries has also driven a large number of jobs. The former "Hollow Village" has become bustling with activity, as if you have traveled back in time to 20 years ago.
The prosperity of rural wandering has enabled many previously hidden specialty agricultural products to be brought to the public. In the "Village BA" competition, the award-winning prizes are local intangible cultural heritage products and agricultural and sideline products; Outside the venue, the e-commerce live broadcast is hot, and young people combine the user coverage of local commercial brands with short ** platforms, such as the village BA Ningxia Station to create an online cloud market, combining the event nodes with special products, bringing together local good things in Ningxia, and gaining a lot of attention. During the Guangdong station, a "Ball Village New Year's Goods Live Room" was created that can be delicious, fun, and bought in Guangdong, and opened up the live broadcast of the event and the live broadcast room of the anchor with goods, and bought goods while watching the game.
Through the online and offline holding and dissemination of various events, the "village" brand IP has a significant effect on the drainage and empowerment of rural tourism. With the "village evening" as the starting point, from strategic planning to implementation measures, strengthen the effective supply of rural tourism products. The excellent ecology and rich culture of the countryside will be transformed into tourism economic value, and the organic integration of pastoral lifestyle and modern vacation and leisure will be realized.
Mr. Tie Ding, director of the Agricultural Research Center of Yuanyi Think Tank and editor-in-chief of agricultural ginseng, pointed out that an important criterion for judging the degree of rural development is whether the high-quality and characteristic agricultural products in the village can provide wealth for the village and form a driving role with a higher brand premium. By creating a "village evening" experience route, we will activate new tourism formats such as camping, intangible cultural heritage, homestays, and health care, give full play to the leading role of the tourism industry, and promote the integrated development of agriculture, culture, tourism, sports and commerce. Rural agricultural products, tourism products, and cultural products can be effectively exported and transformed into economic value, which has become an important way for rural revitalization.
Cohesion of rural IP new gameplay.
Today's countryside can no longer take the old road of eating "policy rice", but must continue to be at the forefront of the times, give full play to its own initiative, dare to be the first, practice the innovative concept of running the countryside, aim at the market track, improve farmers' income through characteristic rural activities, strengthen environmental construction, and truly make farmers richer, agriculture stronger, and rural areas more beautiful.
Rural IP is a new type of IP image with the characteristics of the village through the in-depth excavation and integration of diversified resource elements such as rural ecological resources, characteristic industries, unique history and culture, and village style. It is widely used in rural infrastructure, various activities, special products, rural life and ecological environment, and plays an important role in continuous operation.
Rural IP not only helps to inherit and innovate the bloodline of rural culture, optimize and reshape the rural industrial system, and enhance the value of rural brands, but also effectively attracts consumers to consume locally and repeatedly, injecting strong vitality into rural development. For example, everyone's impression of Anji Yu Village is "the most beautiful Internet celebrity village", "China's first coffee village" in Baoshan, Yunnan, and many unique Internet celebrity village IPs such as "cute pet village", "cliff village" and "sauerkraut fish village", all of which brand the industry, products and culture of the countryside and improve the economic transformation ability of the countryside.
How can rural IP last for a long time? What aspects need to break through the bottleneck of homogenization?
The first is to develop characteristic industries and build rural brands. China's rural areas have their own unique historical, cultural and resource endowments, and should not be superficial, blindly imitate and copy some Internet celebrity projects, but should be adapted to local conditions, based on local advantageous industries, to promote the adjustment of industrial structure, cultivate special agricultural products, and build regional brands. Through online and offline sales channels, we will broaden the channels for farmers to increase their incomes and help revitalize rural industries.
The second is to strengthen infrastructure construction and improve the livability level of rural areas. Industrial prosperity is the key, and ecological livability is the key. Practicing the development concept of "Ten Million Project", when holding rural activities, it is necessary to improve the village living environment from point to point. Only by increasing investment, improving infrastructure such as water supply, power supply, roads, and communications, and improving the level of public services, so that local farmers and tourists can enjoy the convenience of modern life, can the flow of tourists become a stable economic channel.
The third is to hold a variety of cultural activities to promote rural culture. In-depth excavation of rural traditional cultural resources, inheritance of excellent traditional culture, and cultivation of rural cultural brands. Through the holding of folk culture festivals, rural tourism festivals and other forms, the charm of the countryside will be displayed, and representative rural IP clusters will be formed to improve sustainability.
Fourth, play a leading role and form a pattern of joint construction and sharing. In rural revitalization, the local government should play a role in planning, guiding and serving, strengthen cooperation with enterprises, social organizations and farmers, encourage and subsidize rural events to hold events, and strive to be the spokesperson of local regional culture. For example, at the beginning of this year, the director of the Harbin Tourism Bureau danced in the Ice and Snow World, which caused widespread heated discussions.
Mr. Tie Ding, director of the Agricultural Research Center of Yuanyi Think Tank and editor-in-chief of Agricultural Ginseng, pointed out that rural development has become an unstoppable tide in this era, and how to retain people is the key. Rural revitalization requires us to continuously innovate ideas, actively explore paths, give full play to the potential of rural areas, and cultivate new economic growth points.
At this level, the "Village Evening" is a creative rebirth of rural vitality on the basis of traditional culture, which not only has the artistic conception of local culture, but also borrows the east wind of the Internet tide, and will have a great future with the participation of young people.
References: 1] Economy**: "Village Evening" sets up economic singing.
2] Focus Interview丨The hot "village competition" activates the vitality of the countryside and creates a "new engine" for development
3] Shanxi News: About 5,000 "Village Evenings" are staged on Douyin every year, and "I want to hold Village Evenings" helps local characteristic art go nationwide.