Gu ailing performed a miraculous reversal and picked a gold and a silver in the freestyle women's big jump and freestyle women's slope obstacle skills. Su Yiming was born in the sky and completed the champion jump on the men's snowboarding platform. Ren Ziwei won two gold medals in three days, rewriting the history of Chinese short track speed skating men's 1000 meters. In less than three days, the Beijing Winter Olympic Games will come to an end, and the discussion on these three names on the Internet is still momentum. Not only the attention to star athletes, from multiple dimensions, this session is closer to the Internet than the previous winter Olympics and the Tokyo Olympic Games more than 180 days ago. Since the opening of the Winter Olympics on the fourth day of the lunar new year, the opening, hot list and push of mainstream apps mostly focus on the topic of the Winter Olympics. Big companies with or without copyrights are full of tricks in content and don't want to miss the traffic feast at the beginning of 2022. The brilliance of this winter Olympics has lived up to expectations. Coupled with the boost of Internet manufacturers, the Beijing Winter Olympics, which has only seven major events, is no less popular than the Tokyo Olympic Games with 33 major events. The video platform is the one with the highest "Olympic content". "Whether it's watching the game or obtaining event information, the online video platform has overshadowed the limelight of TV and traditional media." This is the most intuitive feeling of Lin Qiao, a sports industry practitioner, in this winter Olympics. For himself, PC watch TV and CCTV and mobile phone end. We will still watch the big Kwai live broadcast and the golden time and the commentary collection in the short video platform. The industry process shows that the Olympic year is often an important year for the videolization of events and the rewriting of the pattern of video platforms. Now, in the Shura arena competing for Olympic traffic at home, which video giant is better? Who has the best chance to change the market share with the help of the Olympic Games? The whole people "chase" the Winter Olympics It is no exaggeration to say that this is the Winter Olympics with the highest public enthusiasm. The way is not just staring at the screen to watch the game and win the Winter Olympics. The public has made tricks. With the opening ceremony, the whole people officially entered the Winter Olympic time, and the spontaneous "chasing the same money" competition began at the same time. Bing dwen dwen, the mascot of this winter Olympic Games, became the first "top stream" in 2022. Bing dwen dwen, Gu Ziyao, who did not worship the God of wealth, went to Beijing Wangfujing's Gong Mei building in the early morning for the second day of the opening ceremony. On February 16, crowds lined up to buy Winter Olympic souvenirs at Gongmei building in Wangfujing, Beijing More than 10 days later, Bing dwen dwen is still "a rare pier." Bing dwen dwen, "the blind box, the thermos cup, the key hanger, the pillow, the small satchel, the seal, the crystal ball..." Gu Ziyao excitedly displayed his order results to the deep burning, "finally gathered, though not yet available, but felt that he was already a" ice pier and a millionaire ". Bing dwen dwen was the observer of the 2008 Beijing Olympic Games. He was crazy about collecting the ice pier pier, which was "to make up for the regret of not going to the scene to watch the match". Lin Qiao was lucky to be able to directly feel the extraordinary grass planting strength of the Winter Olympics at the opening ceremony. Watching the lululemon down jacket worn by the Canadian delegation and the pigeon lamp used by children for performance, they boarded the hot search that night. When various events are in full swing, the periphery of the Winter Olympics has become a "social hard currency" and the popularity of "the same champion" has also soared. Manicure fried Chinese leek dumplings, Gu Ailing, has been known for her popularity. Her gloves, rings, skiing and manicure have been picked up all over the world, and even the leek boxes she had eaten while waiting for the score were unexpectedly red. Chasing events is the same king of all previous Olympic Games. As a professional marketer, Zhao he, senior vice president of Shiqu interactive, is also paying attention to the Winter Olympic events in real time. "In the past winter Olympics, we always couldn't watch the live broadcast for the first time without the participation of Chinese athletes. This time, we are the host, and Chinese athletes in all events participate. The public not only chase the live broadcast of the event, but also young people love to watch highlights videos and commentaries." Lin Qiao, a post-90s generation, told shenran that compared with his parents, his watching habits have become fragmented due to the pressure of daily work or personal preferences. When you are on commuter Road, on the toilet, when you fish in the water, you can see the full view of Kwai on the short minutes of the fast hand. This is more efficient and vivid than watching live broadcast. "In particular, the events that have attracted much attention in the Winter Olympics, such as short track speed skating with Ren Ziwei, Wu Dajing and fan Kexin, figure skating with fledgling feathers, and skiing events with Gu Ailing and Su Yiming, can be seen in a short time." Lin Qiao said. However, for the vast majority of people, "chasing players" is more practical. According to Gu ziyao's analysis of deep burning, winter sports are relatively unpopular, and most people don't know much about the rules of the event. It's relatively easy to "catch up" with star athletes. "I'm a sports fan, but it's also because I pay attention to Su Yiming that I began to understand the rules of skiing." "Among the Chinese players are young genius Gu Ailing and Su Yiming, Mesozoic stable export players Ren Ziwei and fan Kexin, as well as veteran Xu Mengtao and Qi Guangpu who have been waiting for 12 years. There is always one you like." Li Hua, a sports marketing practitioner, said. Beyond his expectation, "I thought only gold medal winning athletes could gain attention", but before the game was over, the number of fans of players on social platforms rose wildly. After the game, the audience will pay attention to their live connection. So far, Kwai AI has been among tiktok fans, and Ren Ziwei has more than ten million fans. The hot topics of major apps are no longer limited to achievements, and the growth experience and interesting stories of contestants are widely concerned. Kwai Bing dwen dwen Bing dwen dwen Bing dwen dwen, Jin Boyang, who was a great figure in the recording of the program, said he was "going to leave" my ice pier after he showed off the ice pier pier on the sidelines. Tiktok's Bing dwen dwen was left to be followed by the Kwai Chung hotlist, which was also a hot topic in micro-blog's hot search and shaking list. Zhao he explained this phenomenon from the perspective of marketing: the Winter Olympics are held at home, but the tickets are not sold publicly. Most people can't feel the competition from a close distance. The public's attention and discussion enthusiasm for the Winter Olympics. On the contrary, with the promotion of the schedule, the content products provided by big internet manufacturers have become exports. "Under the background of the epidemic situation, the resonance of the public on the spiritual level of the Winter Olympics is stronger than any previous session, so watching the events, buying the same model and chasing athletes are the way for everyone to deeply integrate into the Winter Olympics." Xiao Mingchao, a trend marketing expert and founder and CEO of Zhimeng consulting agency, said. Three battlefields of Winter Olympic traffic To some extent, the reason why the whole people "chase" the Winter Olympics is also because "all roads lead to the Winter Olympics". Even Huang Qian, who usually doesn't pay much attention to the event, recently sighed at shenburn. She looked at the hot topics of mainstream apps in her mobile phone, and at least more than half of them are related to the Winter Olympics. The videos, comments and social stems she brushed also have the shadow of the Winter Olympics. Even Douban has become a large star chasing scene. In the Internet camp, the main force to seize the traffic of the Winter Olympics is the long and short video platform, forming three battlefields of "buying copyright", "creating content" and "grabbing celebrities". The Beijing Olympic Winter Games, from the CCTV copyright is Kwai, Tencent, fast three, and the Tokyo Olympic Games. In other words, if users want to watch the game on the app side of major Internet manufacturers, they have only these three choices. China Mobile's content platform Kwai has a live broadcast copyright, and Tencent video and fast track have won the Olympic Games' demand and short video copyright. The advantages of the copyright owner are very obvious. With the rising of Winter Olympic Games, the market value of the corresponding companies also rose, and in February 17th, Kwai's shares rose to HK $99.4. In order to retain the attracted users, the smartest operation of this "copyright school" not only plays tricks on the copyright of the event, but also "creates content" and "grabs celebrities" without delay. Former Olympic champion Wang Meng's professional and humorous interpretation style made Migu taste the "sweetness". Many respondents described Wang Meng as Migu's "big killer" this time. Tencent has produced more than 40 Olympic programs, including the documentary Gu ailing: I, 18, and the variety shows great champion and hot snow wave. The Kwai old fellow has more types of content for the old iron. Directly related to the event, there are the event dynamic program "ice and snow express" broadcast by "Mingzui" Huashao daily, and the post game interview "ice and snow hero"; Variety shows include "ice and snow team touch", "New Year's taste of ice and snow season" and so on; The short films include the Winter Olympics series short film "20", which was praised by the people's daily, and the short film "cocoon breaking", which has been broadcast for more than 100 million. "Event copyright is the basis of IP operation, but it only does sports event broadcasting and news broadcasting, which has been out." Lin Qiao said. Apart from providing the competition, the Kwai TSE has a series of short and fast contents including short video collection, sportsmen's tidbits and front reports. Those without copyright are also trying to brush the sense of existence. The long video platform is keen on self-made variety shows. Mango TV has launched ice hockey youth and skiing with the champion. Youku has launched coming to see you on a snowy day. Iqiyi has super interesting skiing competition; Short video platform tiktok created "Mongolia Lord" and so on. The most valuable core IP of the Olympic Games is still athletes. Six months before the start of the competition, the long and short video giants have fought hand in hand on the "red man" battlefield. In August 2021, China Mobile convened Gu ailing, Xu Mengtao, Sui Wenjing, Han Cong, Ren Ziwei and other ice and snow world champions to form the "China Mobile 5g ice and snow team". On the countdown of 100 days, the tiktok announced that the Champions League of Valley love Ling, Wu Dajing, Yang Yang and Wang Meng were in the process. Kwai Tsu's strategy is somewhat different, and it is more abundant on athlete coverage. In addition to Ren Ziwei, fan Kexin and Jin Boyang who performed well in this winter Olympics, there are also some active members of the national team who did not participate in the Winter Olympics, such as Han Tianyu and Chen Hongyi, as well as retired Winter Olympic champions Zhang Hui and Han Xiaopeng. These athletes, regardless of their grades and heat, were "seen" in Kwai tsan through short video + live + interactive, and also participated in self-made content recording. Li Hua's experience is that the difficulty of cooperation with star athletes lies in how to properly operate the athletes' IP and "expand the traffic appeal as much as possible while protecting individuals". Among them, Migu has launched the peripheral products of Gu Ailing and Wang Meng, which are sold in the mall and live broadcasting room to maximize the commercial value. On this basis, the Kwai Fu pays more attention to the interaction between athletes and old fellow iron players. Jin Boyang Kwai Bing dwen dwen Bing dwen dwen, Bing dwen dwen, 66 Bing dwen dwen, about 2000000 of the night's powder, Fan Kexin and Lang Ping also sent 88 ice pier blocks, and the ice piers pier continues. Ren Zi Wei said he would send 666 ice pier piers. Kwai Kwai will broadcast live Olympic champions, professional big coffee and quick master, make professional reviews or bring interesting outside stories to China. For example, before the Chinese short track speed skating team, they invited the champion of the Winter Olympic short track speed skating champion to broadcast the analysis of the match situation. After the first time of Ren Wei Wei, Han Tianyu, the national team mate, also broadcast live reviews. Kwai Chung athletes release their mental journey at the end of their journey and journey. It is not difficult to find that the long and short video platforms have their own characteristics in content form and athlete IP operation. Long videos rely more on self-made content, while short videos pay more attention to KOL and UGC content