More Than 120 Million Person Times! Red Bean Qixi Festival Gala Network Broadcast A Record High, National Culture Is Sought After

　　 Culture is the blood of a nation Is the spiritual home of the people. Cultural confidence is a more basic, deeper and more lasting force. What is particularly valuable is that this power is handed down from generation to generation and continues. With a high sense of social responsibility, Hongdou Group has been persisting for 20 years. Since 2001, it has been promoting the revival of the traditional culture "Qixi" festival, and this year it has pushed the "Qixi" culture to a new height. On August 25, 2020 Chinese Lunar New Year's Eve, the red bean Chinese Valentine's Day party created a new force generated by the combination of Chinese traditional culture and the Internet. It is reported that, Red bean group "Love in Tanabata red beans convey love" the 20th anniversary of red bean Tanabata Festival was held in Hongdou Wanhua City, Donggang, Wuxi. The two-and-a-half-hour, first-time live broadcast of the Chinese New Year's Eve party, not only was the scene brilliant, dazzling, significant, "online" has created a record high of more than 120 million people.

In this year's "Chinese Valentine's Day" Gala, Hongdou Group, for the first time, tried to use live broadcast as the main means of communication, and cooperated with Economic Daily China economic network, Tencent, Sina, Netease, zaker, jiangsu.com, financial circles, Sohu and other Internet platforms to carry out live broadcast cooperation, presenting a big get-together of online and offline hundreds of millions of red fans celebrating the Chinese Valentine's day.

　　 As the red bean group which is committed to inheriting the love culture "Tanabata" contains different feelings. In 2001, Hongdou Group launched the red bean Tanabata Festival with the purpose of promoting the traditional culture of the Chinese nation. It carried forward the traditional culture and advocated Chinese people to celebrate the festival through various forms of carriers, such as pen meeting, poetry contest, evening party, collecting the most beautiful love story and variety activities.

Over the past 20 years, "Double Seventh Festival", which tells about the romance and lingering of thousands of years, has been constantly shining with "red beans", and has gradually been sought after and respected by the Chinese people. It has become a truly Chinese Valentine's day, and has constantly given new connotations to the festival, and has given it a sense of family and country.

Today, with the rapid development of digital information technology, Hongdou Group is following the trend of innovation and change, gradually extending the "Qixi" activity from "offline" promotion to network media and new media platform, from H5 games, casual, short video operation to live broadcast expansion, forming an all media matrix propaganda mode.

It is worth mentioning in particular that this year's Chinese Valentine's Eve party not only takes "live broadcast" as the main means of communication, but also has carried out more than 7 hours of live broadcast activities on multiple platforms before the broadcast of the evening party. While bringing goods for the brand and warming up for the party, it also conveys the humanistic feelings of the red bean Tanabata Festival and the traditional Chinese Valentine's day.

A party, more than 120 million person time broadcast! This once did not dare to think of, is the red bean group for the past 20 years for the Chinese Valentine's day culture spared no effort to promote, promote, innovation results - people are more and more enthusiastic about Chinese Valentine's day, like the "Chinese Valentine's Day" of the national traditional culture is also more and more in-depth into people's lives.

This year's red bean Tanabata Festival is celebrating its 20th anniversary. As a gift, the party adopts a popular way to express the feelings of the festival, from the original works of the red bean suite series "Chinese Valentine's day, our festival" to the classic dance drama "red beans in the South", from female solo "red bean whispers" to situational music poetry and painting "the most beautiful red bean true love" The performance of more than ten wonderful programs such as "love" deepens the deep love and honey of the Chinese Valentine's day, and shows the efforts and contributions of Hongdou Group in promoting "cultural confidence" with a high sense of social responsibility in the past 20 years.

The party also specially presented the "red bean Qixi Festival founding Award" to 20 people, including he Jingzhi, Li Guyi, Yu Guangzhong, Shi Guangzhu, Zhao Benfu, Feng Yitong and other 20 people. The reporter of Economic Daily China economic network was honored to be among them. In fact, the winners of the "red bean Qixi Festival founding Award" are numerous representatives who have made unremitting efforts to promote the revival of traditional culture.

"We are duty bound to carry forward traditional culture and establish cultural confidence. This year's "Chinese Valentine's Day" has added the wings of the Internet to the traditional culture through online and offline synchronous activities, so that Chinese people can enjoy the moistening of traditional culture in the modern atmosphere... " A post-90s youth who watched the show live and left messages on the live page with his mobile phone.

General Secretary Xi Jinping pointed out: "to strengthen self-confidence in the road, theory and system of socialism with Chinese characteristics is to strengthen cultural confidence, which is a more basic, deeper and more lasting force."

Zhou Haijiang, chairman of the board of directors of Hongdou Group, believes that culture is the root and enterprises are trees. As a national brand, in the long-term development process, Hongdou Group attaches great importance to the role of culture in promoting the development of enterprises, carries forward the excellent national traditional culture and shapes the national culture brand.

In the past two decades, traditional culture has experienced a process from decline to revival. Those traditional festivals that once faded out of our vision are quietly becoming popular and shining again. Tanabata is one of the most romantic traditional festivals in China. It has been 20 years since red bean painted a colorful picture. I believe that in the future, we will continue to play the symphony of the times of "Hong Dou Qing " Chinese dream "on the road of traditional culture revival.