How to avoid ＂copying and pasting＂ in mass events when ＂Su Chao＂ is on fire？
Original title: How to avoid "copy and paste" in mass events? (body talk, attention to mass sports)
Since the beginning of this year, when it comes to sports events that "fire comes out of the circle", mass events such as "Su Chao" are on the list.
Why do these events stand out? The answer lies in the regional characteristics that come to us, and in everyone’s eagerness to participate. The ridicule of "competition first, friendship fourteenth" and the humor of "busy working during the day and rebounding at night" reflect the touching background of mass events-extensiveness and closeness.
Nowadays, mass events in China are developing vigorously, but there are still many "growing pains". Some event organizers ignore the local cultural heritage and the needs of the masses, blindly copy and fall into the homogenization dilemma. How to avoid "copying and pasting" and make the event a good reputation?
Give the stage to the masses and make the event within reach. Taking the three-person basketball league in Shaanxi Province as an example, a multi-level linkage mechanism has been established, and eight sections, such as family parent-child group, college student group and club group, have been added to provide their own venues for basketball fans of different ages and identities and ignite their enthusiasm for participation. When sports events are no longer "above" but "walk" to the masses, the attraction is also full.
Rooted in regional characteristics, let sports and culture blend deeply. From "Village BA" in Guizhou, which relies on rural folk culture, to "Su Chao" in Jiangsu, which shows urban vitality, from "Village Pai" in Hainan, which shows coastal customs, to Nadam Convention in Inner Mongolia, which inherits national traditions … These popular mass events prove that only by taking root in the local cultural soil can we "grow" a unique IP of the event, making the event a vivid carrier to show that "one side is nourished by water and soil".
The charm of mass events lies in "grounding gas", others’ experience can be carefully used for reference, and their own advantages need to be carefully explored. Based on local reality, focusing on long-term development, making the event design closer to the demand, more distinctive cultural characteristics and more refined service guarantee can pass on the happiness of sports to more people and cultivate more eye-catching mass events.
(The author is Dean and Professor of School of Management, Beijing Sport University)
(Source: People’s Daily)
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