202: How strong is the appeal of the top stream?

Half an hour later, it was almost four in the afternoon.

Inside the Deputy Director’s office of the Traditional Wushu Committee, Chinese Martial Arts Association.

“Alright, thanks for your hard work.” Deputy Director Qiu Jian took this year’s “Summary and Evaluation Report on Traditional Wushu Culture Inheritance and Youth Popularization Action during the Spring Semester and Summer Vacation” from his assistant.

The assistant smiled faintly and said, “Then you can read it first. If you have any questions, feel free to contact me.”

Qiu Jian nodded, and the assistant left the office.

As soon as the door closed, he rested one hand on the report and rubbed his brow with the other.

In the past decade, promoting Traditional Wushu has become increasingly difficult.

Firstly, the audience is the biggest problem. Their primary methods of showcasing Wushu are documentaries and competitions, which rarely attract people under 25.

Of course, they have also kept pace with the times, opening accounts on short video platforms and other social media websites, but very few people watch them. To date, they only have 40,000 followers, with two or three-digit likes per video, and only a few reaching four digits, mostly from people within the industry themselves.

The public often just glances at it and doesn't feel it has anything to do with them.

This leads to the second problem: the perception of Traditional Wushu.

The public generally believes that Wushu is irrelevant to them, and when they come across a short video, they will only exclaim, “Professionals are truly amazing!”

Recalling more than ten or even twenty years ago, Wushu classes were everywhere, teenagers could pick up a branch and wield it like a sword, and some primary and secondary schools even incorporated Wushu into their broadcast calisthenics. Nowadays… times have truly changed.

Furthermore, it is now the era offlow. The public goes online for entertainment and prefers to watch novelties that stimulate their nerves. Such videos tend to have good playback numbers, and the algorithm continues to push entertaining or novel content, forming a vicious cycle where netizens increasingly feel that this is irrelevant to them.

What’s worse, some groups, in order to gain followers, film fake Wushu videos, which, after widespread dissemination, are exposed as frauds, reducing the public’s trust in Traditional Wushu.

As a result, Traditional Wushu has been labeled with two tags: distant from the public, and many fake masters online.

Wushu special programs on television are trustworthy, but the problem is that young people don’t watch them.

In addition to these, there are many other issues that make Traditional Wushu difficult to spread and attract inheritors.

Qiu Jian sighed deeply and opened the report.

During the summer vacation, the association also took many measures.

He flipped through two pages until he reached the “Traditional Wushu into Primary and Secondary Schools” project page, quickly scanning the work report, his brow furrowing tighter and tighter as he read.

They spent 8 million on this, but a sample survey found that the interest conversion rate was less than 3%.

Qiu Jian pursed his lips and continued to flip through.

During the summer vacation, intangible cultural heritage inheritors live streamed, with an average of 1,129 online viewers across all segments of a single live stream.

After the documentary produced in collaboration with the TV station aired, viewers under 25 accounted for only 8.7%…

Qiu Jian flipped faster and faster, and only the rustling of pages and his soft sighs remained in the office.

Just as he finished flipping to the end, there was a knock on the door.

“Come in.” He looked up to see Old Liu from the Promotion Department excitedly walking in.

Qiu Jian suppressed the gloom in his heart, looked up, and smiled, “So happy? Did something good happen at home?”

“Director Qiu, look at this.” Old Liu placed his laptop on his desk.

Qiu Jian adjusted the screen, and saw displayed on it:

【“the adventures” Variety Show Official: #48-hour countdown, Chen Fang and Shaolin Master Zhao Guohua ignite the Traditional Wushu breakout action. Saturday at 7:00 PM, join “the adventures” to witness the trueeffort of Traditional Wushu!】

Clicking on the video, a training ground under the night sky appeared on the screen.

Chen Fang bent his knees, lowered his waist, and the tip of his spear sank forty-five degrees. Suddenly, he twisted his waist and hips, and the spear shaft swept horizontally with a swish, the red tassel drawing a semicircular afterimage. His forehead was covered in fine sweat, indicating he had been training for some time.

Qiu Jian slid the touchpad and glanced at the comment section, his eyes widening slightly, “It’s only been two hours since this was posted, and there are 30,000 comments?”

Their Douyin account only had 40,000 followers, and he wondered if they could accumulate so many comments in a year.

Is the appeal of a top celebrity so strong?

Qiu Jian raised his hand and touched his head, “Are all his videos like this?”

Old Liu shook his head, “Not necessarily. This video has a bit of a contrasting and unfamiliar feel for his fans and passersby, which makes it more attractive. Contrast tends to stimulate people’s nerves.”

Qiu Jian nodded, his gaze quickly scanning the comment section.

Old Liu excitedly said from the side, “The majority of this variety show’s audience is under 22. Normally, it’s really hard for our performances to appear in front of these people.”

Qiu Jian slowly nodded, “And Chen Fang is an outsider, not a Wushu professional, which can break the perception that ‘Wushu is exclusive to professionals.’ This is excellent.”

“Director Qiu, they are performing on Saturday. Can we contact ‘the adventures’ and collaborate with them? I’ve already thought of two plans.”

Qiu Jian interlaced his fingers on the table, tilted his head, and said, “Tell me.”

Old Liu pointed at the screen, “We can ask the production team to insert a link to our teaching courses below the live broadcast screen. Viewers who watch the performance might want to try it themselves. By clicking the link, they can directly experience Wushu. The courses can be set up as celebrity-style action tutorials, fitness, introductory types, etc., to let everyone know that Traditional Wushu is not lofty or something to be practiced in seclusion in the mountains.”

Qiu Jian nodded, “Hmm, not bad. Anything else?”

“We can also quickly launch a tutorial video for the same movements after his performance. At that time, the audience conversion rate will definitely be high!”

“Very good,” Qiu Jian thought for a moment and decided, “But he is a celebrity after all, and too many celebrities have had issues in the past two years. How about this: you first contact Zhao Guohua to inquire about the situation and confirm whether Chen Fang has real skills. Then, check the public opinion monitoring system and database to confirm if he has any negative issues. If there are no problems, then go and collaborate with the production team.”

“Okay, leave it to me.”