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Text|"Well-off" reporter Guo Xu of China's well-off network.
Behind the explosion of rural sports events is the accumulation of practice in strengthening the construction of village residences and protecting cultural traditions.
Photo by Ning Ying.
Rural sports is an important part of comprehensively promoting the revitalization of rural culture and building a strong sports country. For many years, the first document requires an effective platform for the construction of innovative rural spiritual civilization, proposes to integrate resources for cultural activities to benefit the people, and supports farmers to spontaneously organize and carry out cultural and sports activities that reflect the interest of farming, such as village songs, "village evenings", square dances, and fun games.
In the summer of 2022, Taipan Village, a village with a population of less than 2,000 people in Taijiang County, Guizhou, held a village basketball game, and the "village BA" was unexpectedly out of the circle. In the summer of 2023, Rongjiang County, with a population of less than 400,000, has attracted more than one million people to experience the joy of football because of the "village super", with as many as 50,000 spectators per game and tens of billions of views on the whole network; Since the start of the 2023 "Village BA" on July 15, the games on the basketball court of Taipan Village have been played from daytime to late night, with an endless stream of spectators. Through this event, which originated from the people, the local area has promoted the development of "village economy". According to statistics, from July 2022 to the present, Taijiang County has received more than 2 million tourists and achieved tourism revenue of ...... 2.3 billion yuanThe miracle of sports from the countryside continues.
In mid-to-late November 2023, the winter in southeast Guizhou is getting stronger, and the National Hemei Rural Basketball Competition, which has already competed for the championship team, is once again ignited. In Taipan Village, the invitational matches and friendly matches of this year's Hemei Village Basketball Competition were hotly staged.
Before the game, the villagers were "fully armed" to keep warm, holding pots and pans in their hands, and joined the team that occupied the position; After the game, the two sides shared the prizes of duck and pig's feet respectively to the fans in the spectator seats; When night fell, the "Deep Mountain ** Meeting" kicked off, and folk songs, dynamic dance music, and Miao rap took turns to appear. The passion on the court and the excitement outside the court are intertwined, outlining the most beautiful scenery in the early winter of Taipan Village, drawing a successful end to the schedule of the 2023 National Hemei Village Basketball Competition.
From a village to the whole country, a small basketball stirs up a thousand waves. The vigorous development of sports activities has brought more laughter and laughter to the fields in the countryside, which not only strengthens people's physique and enriches the pockets of the masses, but also profoundly changes the lives of villagers with its unique charm and stimulates new vitality of rural revitalization.
Rural sports events have exploded one after another.
Recently, China's rural sports events have continued to be popular "out of the circle". On social networking, people have witnessed the hot scenes of one event after another: the "Village BA" in Taijiang, Guizhou, the "Village Super" in Rongjiang, Guizhou, the "Village Cup" in Lianyungang, Jiangsu, and the volleyball match in Angsu Town, Ordos, Inner Mongolia, ......Especially during the Dragon Boat Festival holiday in 2023, another "dragon boat fever" has been set off in various places, and the spectacular scene of "hundreds of boats competing for the current, thousands of sails racing, and thousands of empty alleys" is staged everywhere.
In addition to the "village ba", there is also the "village row". Not long ago, with the Hainan team formed by amateur players winning the championship in the "2023 China's First Men's Nine-a-side Volleyball Classic", the nine-a-side volleyball sport rooted in the countryside has become popular on the Internet.
In Wenchang, volleyball has a long reputation, all kinds of volleyball courts can be seen everywhere, volleyball is the most popular sport for the local people. As long as there is time, everyone will meet up and have a discussion. Fans do not need to mobilize, they will spontaneously come from all over the country to watch the game and enjoy the joy brought by volleyball.
On June 6, 2023, Cui Jian, Secretary of the Party Leadership Group and Director of the Guangdong Provincial Sports Bureau, led a team to launch the "Guangdong People's Voice**" program to respond to social concerns. According to reports, nearly 600 rural sports events will be held in Guangdong in 2023, and the next step will be from the four aspects of facilities, events, organizations, and services, and give full play to the leverage and guidance role of financial funds to jointly promote the development of rural sports.
We combine the needs of farming and farming to carry out various sports activities with the interest of farming. At the beginning of the program, Cui Jian introduced the important achievements of rural sports. At the same time, during the Spring Festival, Lantern Festival, Dragon Boat Festival as well.
Five. 1. During the National Day and other holidays, a variety of interesting rural sports events have been carried out in various places, and some rural sports events with brand significance have gradually been formed, such as the Nanyue Ancient Post Road Orienteering Competition, Dragon Boat Race, and the Three Ball Leagues. According to statistics, nearly 600 rural sports events have been held in various places in 2023.
In the southeast of Guizhou, "Village BA" and "Village Super" have gone one after another, setting off wave after wave of upsurge. The audience felt not only the passion of the sports event, but also the chorus of 10,000 people at the opening ceremony, and the different "momentum" of carrying glutinous rice, pickled fish, beef scab and other specialties with athletes from the same village. The athletes who dare to fight on the field win honor for the whole village; The crowds of spectators shouted passionately and cheered ......This blood-boiling picture brings infinite surprises to people.
Whether it is a basketball game in Taijiang County or a football game in Rongjiang County, the players on the field come from various ethnic groups such as Miao, Dong, Shui, Han, Yao and other ethnic groups, with a variety of professions, but they are all natives. The main creators of the masses, the protagonists of the masses, and the main promotion of the masses, the joy and praise of the whole screen have completely brought alive the national characteristic culture of southeast Guizhou, and also brought fire to the local economic development.
The local people widely participated and responded positively, just trying to run the purest ball game. Among them, it not only shows the vitality and unique charm of the development of rural culture, but also infiltrates and unites the hearts of the people in the form of rural culture of competitive sports, so that fans can truly feel the wonder of "local flavor". Here, strong emotions are preserved in rural sports events, with a bowl of local free sour plum soup, an excited "come on", and a large pig's trotter as a prize, so that the sports enthusiasm with local characteristics is deeply rooted in the hearts of the people.
As a Miao and Dong Autonomous Prefecture, the love of sports among the people of all ethnic groups in southeast Guizhou is simple and pure. The display of exquisite national costumes and handicrafts that can be seen everywhere on the field, coupled with the "continuous bombardment" of various agricultural products and special delicacies, whether online or offline, the audience can sincerely feel the happiness brought by the "local taste". This national upsurge set off by "Sports +" is ecstatic.
In Taijiang, every year on the "June 6th" New Year Festival, basketball games are one of the highlights. People working outside the village will return to the village one after another, and every family responds positively, some participate in the competition, some are responsible for logistics support, and the formation of basketball teams to participate in the competition has become a major event in each village. In fact, in the 30s of the 20th century, rural basketball has risen in Taijiang County. And in Rongjiang 38Out of a population of 50,000, nearly 50,000 can play football and like to play football. Nowadays, every village in Rongjiang County has a football team, and some villages have more than one, and there are 14 standard football fields in the county, and all of them are free to open.
The two places are not far apart, but because they are located in remote mountainous areas, the transportation is backward and the information is blocked, and the hot races can only be hidden in the mountains. With the continuous improvement of transportation facilities, the goal of Guizhou County County Expressway has been fully realized, and the transportation is convenient, attracting more foreign tourists to gather here; After the victory of poverty alleviation, with the improvement of the material life of local villagers, the spiritual and cultural needs continue to grow. The network is smooth, the new ** makes the information spread more rapid, and the development trend is good, so that the popularity of rural sports events has risen all the way, and the local area has also taken advantage of this "east wind".
The new road of rural revitalization behind the event.
Whether it's basketball or volleyball, the court is still the same court, however, through the efforts of all parties, what was originally a basketball and volleyball tournament organized by a small mountain village has developed into a national competition. The carnival of basketball and volleyball, which originally belonged to the carnival, has gone beyond one village and one town, and its influence has expanded to the whole country.
The spark that belongs to rural basketball has been ignited, and in recent years, it has surged all over the country. Huaihua in Hunan, Jiyuan in Henan, Jinjiang ...... FujianThe enthusiasm for holding basketball games in various places has been higher and higher.
At the finals of the National Hemei Village Basketball Competition in Taipan Village, there were many fans from other places. 27-year-old Wang Bingyu is from Zunyi, and this is her first time to "check in" in southeast Guizhou. "I watched football games, tasted food, and bought a lot of intangible cultural heritage souvenirs. Wang Bingyu said, "In Taipan Village, being infected by this all-in-one atmosphere makes people's blood boil." ”
Up to now, the National Hemei Rural Basketball Competition has received nearly 10 billion hits on the whole network, which has effectively stimulated the enthusiasm of hundreds of millions of farmers for sports and fitness, enriched the spiritual and cultural life of rural areas, and increased the impetus and vitality for comprehensively promoting rural revitalization. Hu Yongwan, deputy secretary-general of the Chinese Farmers' Sports Association, said.
On the evening of June 3, 2023, a Guizhou "village super" with nearly 50,000 people attending** was hotly held in Rongjiang County, and 20 football teams formed by local villagers sweated on the field. On the side of the court, a row of ethnic minority youths dressed in national costumes set up mobile phone holders, launched live broadcasts on various social platforms, and conducted on-site commentary, and watched the "village super" with netizens. Among these young people, some are local Internet celebrities, some are e-commerce leaders, and some are village spokespersons ......
Rongjiang County has vigorously developed new industries, established a talent training base, a live broadcast center, e-commerce public services, warehousing and logistics and other industrial chain supporting Rongjiang new industry to help the construction of rural revitalization e-commerce industrial park, and introduced more than 40 enterprises to settle in successively. "Young people have a lot of contact with the Internet, and it is easy to get started when they return to their hometowns to start a new business. Tang Shengzhong, a young entrepreneur who returned to his hometown, said.
At the scene of "Village Super", Tang Shengzhong and his team spontaneously used mobile phones and cameras to record the wonderful details inside and outside the stadium on the field, and posted them on the Internet in time. Tang Shengzhong said that in addition to paying attention to the game, many netizens were very interested in the national cultural performance in the halftime link. "We will also increase the content creation of ethnic elements such as local embroidery, batik, singing and dancing, so that netizens can see the 'colorful Guizhou'. ”
In March 2022, Tang Shengzhong returned to his hometown of Xiaodanjiang Miao Village in Rongjiang County, and used the new knowledge he learned abroad to empower the development of tourism in his hometown. The development dividend of the local policy coupled with their own endless creativity, so that this hidden in the depths of the mountains of Guizhou Miao Village is known to the world, just one year, through the efforts of the team, the tourism collection of Xiaodanjiang Miao Village has ranked second in the southeast of Guizhou. In addition, he also sold the local products in the mountains to the Guangdong-Hong Kong-Macao Greater Bay Area through live broadcasting.
Promote literature through competition, and find a carrier for the development of the non-heritage industry. The "two rivers" are all in the Miao and Dong Autonomous Prefecture in southeast Guizhou, and the Miao, Dong, Shui, Yao, Zhuang, Tujia and other ethnic groups in the prefecture have merged with each other to form a diverse and rich minority culture. At present, there are 1 and 3 representative works of human intangible cultural heritage and 78 national intangible cultural heritage 56 items, ranking first among cities and prefectures at the same level in the country.
Miao reed sheng dance, Dong song, batik, silver jewelry ......A number of intangible cultural heritage items have been brought to life in the "Two Rivers and Two Villages" competition, cultural and creative products with intangible cultural heritage elements such as "Village Baby" have been emerging, intangible cultural heritage inheritance and innovation have been inherited, and the development of non-heritage industry has found a sustainable carrier. Local culture and national culture are undoubtedly the accelerant for the development of mass sports.
With the competition to help travel, the flow of tourists becomes cash flow. The event was on fire, and tourists flocked to it. With the help of the "Village BA" tourist flow, Taijiang has created two 4A-level scenic spots, upgraded and renovated a number of 3A-level scenic spots, and a number of idle and inefficient tourism projects have been resurrected, and Taipan Village's catering, supermarkets, and homestays are booming. In 2022, Taijiang County received 165 tourists340,000 person-times, a year-on-year increase of 2327% and tourism income 171.2 billion yuan, a year-on-year increase of 3674%。In late March 2023, during the three days of the finals of the first "Beautiful Village" Basketball League in Guizhou Province, the county received 18190,000 person-times, achieving a comprehensive tourism income of 55.16 million yuan, driving the year-on-year increase of 140% in tourism bookings in Qiandongnan Prefecture.
The hotel is full", "the restaurant is full", "the watermelon is out of stock", and on the "Village Super" and "Super Saturday" football night on June 3, 2023, more than 50,000 people gathered at the football stadium in Rongjiang County. At the same time, "super delicious", "super fun", "super good live" and other "village super +" brands came into being.
Prosperity The vigorous development of sports activities has brought more laughter and laughter to the fields in the countryside. Photo by Ning Ying.
How to play the second half well in a country sporting event.
Statistics from Taijiang and Rongjiang counties show that the popularity of the event has greatly promoted local economic growth and industrial upgrading. In Taipan Village, with the help of the village basketball game, a number of cultural and creative products such as dolls, keychains, rings, and backpacks came into being. As a prize in the finals of the first "Beautiful Village" Basketball League in Guizhou Province in March 2023, the sales of carp kiss fragrant rice have increased more than ten times in half a year. Statistics show that the rural basketball game has led to a significant increase in sales of accommodation, catering, special agricultural products, silver embroidery, etc., allowing the masses to enjoy the dividend of increased income. During the event, the hotels and restaurants in Taipan Township, where the event was held, were full every day; The occupancy rate of hotels in the county exceeded 90%, and the average daily catering income of each restaurant increased significantly; The county's scenic spots, leisure tourism villages are full of tourists.
A series of cultural tourism and sports tourism activities, such as the Miao Dragon Dance and Flower Dance Festival, the Shidong Canoe Dragon Boat Festival, the Miao Sisters Festival, and the National Hemei Rural Basketball Competition, have made the tourism industry in Taijiang County develop rapidly. Yang Dezhao, magistrate of Taijiang County, said that in 2022, since the Taijiang Rural Basketball Competition became popular, it has received more than 1.5 million tourists during the event, driving tourism and comprehensive income of more than 1.8 billion yuan. In the first three quarters of 2023, the number of tourists received increased by 60 percent year-on-year46%, and the comprehensive tourism income increased by 91% year-on-year63%。
Nowadays, whether it is Taijiang focusing on the "village BA" traffic IP, strengthening the Internet + agricultural, cultural and tourism industry chain, and promoting the deep integration of mass sports events with characteristic agriculture, cultural and creative products, and rural tourism; It is still Rongjiang to exert its "super" ability, with the help of the "village super" trend, so that Rongjiang football and folk culture out of the mountains and into the world, all of which make the chain reaction brought by rural sports events unstoppable.
Not only basketball, but also football, table tennis, badminton, dragon boat and other sports, there are unique rural sports events. Looking at the whole country, from the dragon boat activities in Miluo, Hunan, Foshan, Guangdong and other places, to the "village row" in Wenchang, Hainan, a wide variety of rural sports events have been staged in turn, and the diversified "rural sports IP" has continuously stimulated people's enthusiasm for pursuing health and happiness, and has also become an important starting point for many places to promote the integration of sports and tourism to help rural revitalization.
Recently, the General Office of the Ministry of Agriculture and Rural Affairs and the General Office of the General Administration of Sports issued a notice to organize and carry out the National Hemei Rural Basketball Competition (Village BA). The villagers will usher in the national version of "Village BA". At the same time, businesses have also begun to pay attention to rural sports – the village BA held in Xiaozhai Village has received support from Kuaishou in terms of live broadcasts and competitions.
After the boom, the second half of the country sports event is about to be ushered in, and there are concerns about the taste, but in fact, it is an opportunity for the players and the event. 23-year-old Yan Peng, born in Qiyanqiao Town, Xixiu District, Anshun City, Guizhou Province, is a star player in the village BA, and having a new stage has made him more determined to his dream, "Although we are not professional players, we can still pursue our basketball dreams, which makes us feel very happy and satisfied." Yan Peng said.
Recently, more than a dozen departments including the General Administration of Sports of the People's Republic of China jointly issued the "Guiding Opinions on Promoting Sports to Help Rural Revitalization", which clearly stated that "by 2035, more than 100 'most beautiful rural sports events' will be cultivated in the country", adding heat to the hot local cultural and sports activities.
Zhang Qing, an expert in the sports industry and founder of the sports consulting company Keyway, said: "The Rural Basketball Competition is a new development style of mass sports events, and it is a grassroots event with bottom-up development. After the village basketball competition in Taipan Village became popular all over the Internet, rural tennis and volleyball competitions in various places also surged. The emergence of these events stems from the national fitness needs of the grassroots people, and the new development style should be encouraged. ”
With the joint efforts of all parties, a small wave has gradually developed into a national thousand waves. Whether it is "village BA" or "village super", the reason why it can be popular all over the country is that in addition to the sports foundation and sports enthusiasm of the masses, it is also inseparable from the local ** due to the situation and homeopathy.
Sports set up a good stage, and culture and economy come to sing. With the integrated development of agriculture, culture, sports and tourism, Guizhou's "two rivers and two villages" are giving new answers and gradually shaping a new model of rural economy.
Relevant experts believe that behind the explosion of rural sports events is the accumulation of practice in strengthening the construction of village residences and protecting cultural traditions. Good infrastructure conditions are the material basis for convenient viewing and safe competition. In recent years, the rural infrastructure has been continuously improved, with 10 minutes on the expressway, half an hour on the high-speed rail, and full 5G network coverage, and every household in the village is connected to the "hardened road". Since 2019, Xiaozhai Village has made 4 donations, with a total amount of nearly one million, and built a high-quality Xiaozhai Village Cultural and Sports Center, paving a new rubber mat for the stadium. With the popularity of the village BA, the local traditional cultural elements have also been revitalized. When the village BA is held, a variety of dance performances with local characteristics, and even traditional ethnic festivals such as the "Eat New Festival" in Miao Village, so that those tourists who come to experience the unique atmosphere of the village BA at the same time, but also increase their understanding and consciousness of excellent traditional culture. At the same time, the participation of enterprises such as Kuaishou is also more conducive to spreading the culture with local characteristics, gaining wide attention from people from all walks of life, and then driving the development of local cultural tourism.
Zhang Ke, an associate researcher at the Guizhou Academy of Social Sciences, believes that the Ministry of Agriculture and Rural Affairs, the State General Administration of Sports, Guizhou Province, etc., can take the lead, invite relevant experts at home and abroad to conduct special discussions, study and summarize the experience that can be replicated and promoted, improve and strengthen the areas that need to be standardized and improved, and promote the "Liangjiang" event from "a moment of fire" to "always a fire", and make it a new driving force to promote rural revitalization and a new business card to tell the Chinese story.
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This article was published in the late January 2024 issue of Xiaokang.