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Deep Dive | When "Village BA" is no longer the top star
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Release time：2022-07-12
source：The Paper
author：The Paper
How to turn the overwhelming traffic into stable retained traffic is a question that every beneficiary of traffic is pondering.
How to turn the overwhelming traffic into stable retained traffic is a question that every beneficiary of traffic is pondering.
Now, this test paper has been handed over to the "village BA" again.
In July 2022, a video by photography enthusiast Yao Shunwei made Taipan Village popular. The term "Village BA" swept across the Internet, with a cumulative online reach of over 80 billion people. In its third year, "Village BA", which has gone from going viral to becoming an instant hit, has gradually returned to normal.
Today 's "village BA" NO top flow, the traffic dividend of the past three years IS enough to change the development TRAJECTORY of a village or even a county - rural tourism, agricultural by-products processing, intangible cultural heritage display......
More and more seeds are being planted in the soil of "village BA", and "Village BA" has also embarked on a brand-new attempt - going abroad and reinventing itself. After all, only the traffic that is truly captured will eventually turn into retained traffic.
In Taipan Village, there are large screens live-streaming village BA everywhere.
No longer top-tier
Last weekend, the semi-final of the third Guizhou Province Beautiful Countryside Basketball League in Qiandongnan Prefecture came to an end at the BA court in Taipan Village, Taijiang County. The Taijiang County representative team ultimately won the championship of the finals with a score of 84 to 68.
As the final event of the year, Taipan Village was still bustling with people on the night of the final. It was not until 12 o 'clock, near the end of the game, that the fans at the scene left one after another, staining the G320 National Road on the electronic map red again.
In the third year since "Village Basketball League" went viral, changes have occurred in all aspects of Taipan Village - the only way to the basketball court was upgraded from a cement road to an asphalt road in October this year. The newly hung display screens on both sides of the roadside are broadcasting the game in real time. The former Party-Mass Service Center of Taipan Village is now crowded with all kinds of live-streaming equipment. In one of the rooms, the staff are making a slice video of "Village BA", and the sign of "Village BA Reporter's Home" has not yet been hung on the wall, lying quietly aside.
The staff are making a slice video of "Village BA".
Every detail bears witness that over the course of three years, Taipan Village has transformed from an unknown market town village into an experienced "live-streaming village".
Last year was the busiest time here, but this year the number of visitors is slightly less. Beside the top entrance of the stadium surrounded by fans, a milk tea shop assistant told The Paper reporter, "After all, there are too many games here now, and everyone will get tired of them."
The aesthetic fatigue mentioned by the shop assistant didn't have a significant impact on the local area. Even though the popularity was not as high as last year, when asked about business, the assistant replied very readily, "The capital must have come back long ago!"
In contrast, this kind of "aesthetic fatigue" occurs more frequently in online live streaming.
Over the past three years, whenever the term "Village BA" emerged, it always managed to harvest traffic like the autumn wind sweeping away fallen leaves. According to official data, in the hot summer of 2022, the "Village BA" event in Taijiang, Guizhou Province, went viral, with the three rounds of events reaching over 1.5 billion people online. By the end of 2023, the cumulative online exposure of "Village BA" had exceeded 55 billion person-times.
When the competition is held in the late autumn of 2024, the traffic will start to decline. At the beginning of this final, the number of people who "watched" the live broadcast on CCTV.com on Douyin platform was 551,000. During peak hours, the official account "Guizhou Taijiang Village BA" had 10,000 online viewers and failed to make it into the top 100 of the popularity chart.
Even though such data performance is already impressive, it still pales in comparison to previous events. During the "Village BA" King of Football competition held in March this year, "Village BA" occupied 9 of the top 15 topics on the local list. On the day of the semi-final of the third Guizhou Province Beautiful Countryside Basketball League in Qiandongnan Prefecture in November, among the top 10 topics in the same city list, only three were related to "village basketball".
A person in charge of live streaming for a news client also told The Paper reporter, "The live streaming effect of this village BA was just so-so."
The broadcast room at the village BA site.
Changes are still taking place
From going viral to becoming an instant hit, the explosive growth in traffic of Taipan Village is almost impossible to replicate. It's just that nowadays, the "village BA" key cannot unlock the data traffic password at will.
When the Paper reporter raised the issue of "traffic anxiety" to the relevant staff of "village BA", most of the answers they gave were in one direction - let nature take its course. A staff member told The Paper reporter, "Traffic is a very mysterious thing. Nothing can remain popular all the time. We just need to do a good job with the content."
The traffic preferences of the platform are ever-changing, but the changes in reality constantly affect Taipan Village and many surrounding areas.
Yang Honglan, a local villager, told The Paper reporter, "This year, there are more tourists from other places. Many of them come by bus." Some people came when there was no competition in the local area. They were also very disappointed and asked why there was no competition.
At the entrance of Taipan Village, there is a tourism guide map of Taijiang County pasted on the fence, which plans two routes: "Taijiang Intangible Cultural Heritage Tour" and "Taijiang Rural Culture Tour". One of the beneficiaries is Hongyang Village, one of the stops.
Hongyang Village, 34 kilometers away from Taipan Village, was included in the fifth batch of China's Traditional Villages List as early as 2019. However, for a long time, it remained one of the key areas for poverty alleviation.
In the view of Luo Guoxu, the first secretary of Hongyang Village, the change began last year. "Under the leadership of the county government, we established a company together with a travel agency in the second half of last year and received a government grant of 4.4 million yuan to jointly develop the tourism industry of Hongyang Village."
As a result, activities such as the "Blocking the Door Wine", "Stepping on the bamboo Flute", "long Table Banquet", and "bonfire Party" gradually became the tourism programs of Hongyang Village. Luo Guoxu said that as of November 2024, 630,000 tourists have visited Hongyang Village.
It is worth mentioning that at the entrance of the rural reception hall in Hongyang Village, three tourist routes are displayed, two of which start from the "Village BA" terrace.
Hongyang Village is just one of the villages that have undergone the "Village BA" competition. According to the official data released on the official website of the People's Government of Taijiang County, in 2023, driven by the "Village BA" event, the total number of tourists received by Taijiang County increased by 74.87% year-on-year, and the comprehensive tourism revenue increased by 94.66% year-on-year. From January to July this year, Taijiang County received a total of 2.01 million tourists, an increase of 32.07% year-on-year, and achieved a comprehensive tourism revenue of 2.322 billion yuan, an increase of 34.22% year-on-year.
Under high exposure, it is not only the tourism industry that has gained popularity. According to Tianyan News, at the "Village BA" themed investment promotion conference held in November 2024, 10 projects were signed in a concentrated manner, with an agreed investment of 3.45 billion yuan. Among them, three enterprises signed strategic cooperation agreements on the development of "Village BA" series products with Taijiang County. In contrast, the total GDP of Taijiang County in 2023 was 4.794 billion yuan.
Pan Nianjing, the head of the Publicity Department of Taijiang County Committee, said at the event briefing: "In 2022, the GDP growth rate of Taijiang County was 9%, 8.8% in 2023, and approximately 8.7% in the latest quarter of this year, ranking first in Qiandongnan Prefecture and among the top in Guizhou Province. This is an opportunity that has never occurred in Taijiang County since the founding of the People's Republic of China."
Compared with worrying about the rise and fall of traffic, "Village BA" has seized this opportunity to turn online traffic into "retained traffic".
From November 8th to 15th, the China Culture and Tourism Center in Paris held a one-week "Village BA" photo exhibition.
Go abroad
In the three years since it went viral, "Village BA" has transformed from a single event into a platform.
Pan Nianjing, the head of the Publicity Department of Taijiang County Committee, told The Paper, "Our events have formed a three-dimensional and diverse framework. There is not only the New Food Festival in Taipan Village on June 6th, but also weekly, provincial and national competitions, as well as many friendly competitions that promote exchanges among different ethnic groups." Basically, we will focus on one theme event every one to two months, and each theme event will be completed within one or two weeks.
This year, Kelanbaike Makan was invited to participate in the basketball exchange match of the "Village BA". For this reason, he formed a "Xinjiang All-People Star" team composed of 12 different ethnic groups. Kelan Baike said, "I want to convey a message to the children playing basketball in Xinjiang: The outside world is not that far away." I also brought in a dance team. I want to convey a message to more people: Xinjiang is actually right in front of you.
For a long time in the past, "Village Basketball" was more like a cultural display platform. Xinjiang's songs and dances, Inner Mongolia's wrestling, and intangible cultural heritages from various places all appeared on the central court of Taipan Village.
Meanwhile, "Village Basketball" is not content with its domestic influence and is also making more attempts to "go global". From November 8th to 15th, a one-week "Village Basketball" photo exhibition was held at the China Culture and Tourism Center in Paris, and the opening ceremony was held on the largest basketball court in Paris. On October 20th, pictures of "Village BA" were displayed in the form of display stands on the main aisle of the main venue of the Cannes Autumn TV Festival in France. Two specially produced promotional videos were played as warm-up short videos before the forum began.
It is reported that the Paris Photo Exhibition in France is just the first stop for "Village BA" to go global. According to the plan, at the beginning of next year, players from the "Village BA" will travel to the United States to collaborate with the NBA.
Version 3.0 of "Village BA"
In the view of Shi Changhan, deputy director of the Public Channel of Guizhou Broadcasting and Television Station, "Village BA" undergoes a self-iteration every year.
If the explosive popularity in the summer of 2022 was the 1.0 version, then the upgrade to a national mass sports event last year was the 2.0 version. This year, as the 3.0 version, the village BA has successfully gone global and become a calling card showcasing the Chinese sports spirit and the new look of rural revitalization in Guizhou to the world. Shi Changhan said.
As the final event of this year's "Village Basketball League", on the day of the semi-final of the third Guizhou Province Beautiful Countryside Basketball League in Qiandongnan Prefecture, the global operation center of "Village Basketball League" was officially established. This operation center covers 33 provincial administrative regions across the country (except for the Tibet Autonomous Region which has not yet been negotiated), and at the same time, 7 overseas operation centers were signed. According to the plan, each provincial operation center is equipped with six functional sections, namely event operation, self-media operation, performance teams, ethnic reception rooms, tourism and study Tours, and market operation.
Liu Xianjing, vice chairman of Taijiang Sports and Tourism Integration Industry Development (Group) Co., LTD., told The Paper, "The global operation center mainly plays three roles." One is the leading role of the event, promoting exchanges and competitions among various regions; The other one is to shape the "Village BA" brand, promote the event while emphasizing offline communication and intercommunication among various competition areas, achieve mutual integration of publicity, and jointly build and share. Meanwhile, we plan to build a comprehensive e-commerce matrix on the basis of the national "Village BA" event live streaming matrix, integrating event live streaming with e-commerce sales.
It is understood that the team responsible for the operation of the "Village BA" new media matrix consists of no less than 14 members, including but not limited to project leaders, directors, production leaders, professional technicians specializing in drone operation, and operation managers.
This also means that "Village BA" will have a relatively mature communication system in the coming year.
The village BA elements that can be seen everywhere in Taipan Village.
If each provincial operation center undertakes the tasks of communication and economic development within the local area, then the overseas operation center plays the role of connecting the world and promoting national culture.
At present, "Village BA" has negotiated and signed contracts with seven overseas operation centers, namely in Russia, Thailand, Canada, the United States, France, Hungary and New Zealand.
Kelan Baike, who single-handedly facilitated the establishment of nearly half of the overseas operation centers, told The Paper, "For instance, the German League in the United States, we have every opportunity to communicate with them." Similar folk teams are easy to invite. We hope to let them experience the charm of the "village BA" on the spot and also pass on Chinese culture.
In my opinion, "Village BA" has transcended the realm of sports, and its cultural inclusiveness transcends geographical barriers. It is more like a bridge, allowing us to achieve cultural exchange through basketball and tell beautiful Chinese stories.
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