Shulou(Shulou.com)11/24 Report--

This article comes from the official account of Wechat: ID:chuappgame, by Jing Haoyu

This is a long-term plan that includes short videos, traffic, games, e-sports and other keywords. Now, the plan has reached its critical step.

"this one doesn't hit." Zhang Fengqin, 68, wears a presbyopic glasses and carefully selects heroes. The "League of Legends" and "Yunding Chess" mode on the screen has just finished a game, and her ranking has dropped from No. 4 to No. 5, in an anxious tone. "We want Jax, not this Vikos-why don't you come to Jax?"

What worries her even more is that the "Hua Niang" sitting next to her has already won the first place. Hua Niang is also the 68-year-old Zhang Peihua, who obviously played quite smoothly today and firmly occupied the first place after a few rounds of games. But she still did not let her guard down, muttering the current situation: "Oh!" opposite Samsung. I also have Samsung, but I can't afford it. " Hua Niang decided to upgrade quickly and raise the level of equipment.

Zhang Fengqin is thinking about which reinforced rune to choose. Behind them are two young men in their 20s, who are also their "little teachers." When the two grandmothers could not see the situation or forgot how to match, they would turn their heads and call out to the teachers: "Dou Dou! do you think we want this duel master?"

Hearing the greeting, Dou Dou came up to help them. But teachers also have a strict side. When Zhang Fengqin, who had fallen to No. 8, was asked if this one had been spent indiscriminately in the early stage, resulting in a shortage of gold coins, Grandma was a little embarrassed: "Hmm."... no one comes all the time. "

The flower girl next to her won the game in first place. Everyone applauded her one after another, and Zhang Fengqin couldn't stop praising her. Turning around, she clicked on the next one, secretly expecting a better result this time.

It was an ordinary afternoon in the nursing home of Fuxing Hospital in Xuchang City, Henan Province.

Fuxing Hospital, the "electronic reading room" in the nursing home, is located in a residential building in a new residential district on the outskirts of Xuchang City. It occupies an area of one and a half floors, with a total of more than 1000 square meters in the middle. This is a pension institution built in a third-tier non-provincial capital city, and the infrastructure is quite good. Each room has a separate bathroom, which is also specially designed according to the needs of the elderly, equipped with a full set of handrails and alarm bells.

Both sides of the long and narrow corridor are planned for various uses of activity space. There are calligraphy and painting rooms with pen, ink and paper, chess and card rooms equipped with chess robots, and even small bars decorated in western style.

The most important of the specially designed shower is its "electronic reading room". Five monitors and one electric competition module are lined up. Coupled with overhead lights and wall decorations, it looks like a small-scale Internet bar. It's just that the people who usually sit here are not students who study by themselves in the evening, but people who are nearly 70 years old.

This is the fifth nursing home opened by Lin Shao, a native of Xuchang who was born in 1997. Whether it is the video game module in the electronic reading room, the Switch pedestal in the common rest area, or the media reports hanging half of the walls of the nursing home, they all reveal a message: this is no ordinary nursing home. Related to it is an e-sports pension plan involving key words such as games, traffic, short videos and so on.

Walk into the "Electronic Reading Room"

The room is full of reports from all kinds of media. When Zhang Fengqin first came here, she didn't know what "e-sports" was. In September 2022, she browsed Douyin at home and saw a video shot by Lin Shao and the elderly. The content posted by the young man aroused her strong interest. In the 17 years since she retired, she has never seen such a dynamic peer. Watching the old people in the video playing games, dancing and making jokes together, Zhang Fengqin decided to give the nursing home a call.

Later, she herself became a member of the disco video when she first came to another nursing home owned by Lin Shao in Fu Rui Garden. It has been in business for more than two years, the decoration and operation are very mature, and it was also the place where most of the videos were filmed at that time. Zhang Fengqin, 68, came here with a mindset of looking. She had hoped to find an interesting nursing home, but she got an unexpected chance.

"when people see me, they say," are you still living in a nursing home? you look so young. " Zhang Fengqin recalled the scene at that time, "he said you should try to play the game and see if it was all right." I hastened to say I won't, I won't win. People just say it's all right, you try it. I can try it as soon as I think about it. Just try it. "

Following the young man in front of him, Zhang Fengqin came to Fuxing Hospital, which had just been decorated and had not yet officially opened, and walked into the electronic reading room. Although she was a bank teller before she retired, she had no deep contact with electronic office during her working years. "I couldn't find it when I came up with the mouse. I left it hanging around." She thought it was funny when she remembered what it looked like at that time. After two or three days, she gradually became familiar with using the mouse and found the "new interest" here.

The new fun comes from a game called League of Legends. In the past few days when she came to Fuxing Hospital, Zhang Fengqin was learning a game called "Yunding Chess" every day, teaching her two young people in their twenties. After all, in an old age and a completely unfamiliar field, Zhang Fengqin worked very hard at first and listened to everything "in a mess." But if she wants to be strong, she thinks she can't just let it go. "I said it won't work, so I can't remember it, so I might as well take a notebook and write it down."

In this black leather book, Zhang Fengqin is full of game knowledge. Everything from hero names to matching equipment to interface operation and how to assign front and back rows, some of which are illustrated. What the young teacher said, she wrote it down and read it slowly when she got home. Bring it with you every time you come to training, and turn it over at any time if you forget it. When showing this book to others, Zhang Fengqin looked a little shy: "I don't remember it well, and I don't get the word right either."

Zhang Fengqin's game notes are accompanied by Zhang Fengqin's wife every day. Her wife drove her here, she learned games, and her wife was playing against the landlord on the computer next to her. The young teachers also advised him to study together, and his wife said he was not interested every time. But while fighting the landlord, his eyes always looked at the screen of his wife from time to time, happy for her to win or lose.

With the company of his wife, the encouragement of the young teacher and the full memory of the book, in less than a month, Zhang Fengqin was able to operate independently. Although many heroes are still unable to recognize all the heroes, the operation speed is always behind, and she often has to turn to the teacher next to her for help, she is still very happy, she can be regarded as learning this new thing: "at the beginning, I didn't think I would succeed in learning!"

After learning new things and finding new interests, Zhang Fengqin is in a better mood. She hasn't been in good health since she retired. She just had a serious illness when she came here last year. After studying here for half a month, she felt that she had obviously changed. "I'm in a different mood and look different. It's much better than home. My face was yellow at that time. The neighbors all said to me, alas, why are you so happy this time?"

After the CCTV interview was broadcast, many people were impressed by her cheerful smile. "Hua Niang" Zhang Peihua came two months earlier than Zhang Fengqin. In Henan dialect, "Niang" is used to refer to older women who are older than their mothers and younger than their grandmothers. When I came to Fuxing Hospital, I played games with young people. Zhang Peihua, who was called Grandma outside, also became a "Hua Niang".

Hua Niang was the first person to enter this electronic reading room, and her situation here is similar to that of Zhang Fengqin. In July last year, Zhang Peihua saw a video of Lin Shao playing with the elderly on Douyin. "Oh, I said there are still people in this nursing home. I have to go and see it." After asking and being able to teach playing games, Zhang Peihua decided to stay.

Hua Niang and Zhang Fengqin were born in the same year, but their life experience is even more bumpy. In her early years, she worked as a projectionist in a cinema. In the 1990s, when the unit closed down, she went out to do business in partnership with five companions, and was disbanded a few years later. Her wife died early. Zhang Peihua usually lives alone, and her son and granddaughter sometimes come back to see her. Bored at home, in addition to square dancing and playing mahjong, her hobby is to travel. But the sudden outbreak interrupted her plans for her old age, and she couldn't go anywhere, so she had to wait at home. Zhang Peihua was in a hurry: "We won't be able to go out by ourselves in another two years. Travel agencies over the age of 70 have a policy, and they don't bring them without family members."

On such a day, she met Lin Shao and his nursing home. At the beginning of learning Genting, it was difficult for Zhang Peihua to look at the electronic screen. As a result, after studying for a few days, she found these small characters and equipment on the screen quite interesting. More importantly, it is much happier to come here to play with others than to stay at home alone. Speaking of the two little teachers, she was full of praise: "they are so patient that they don't bother to teach." the two of us (her and Zhang Fengqin) have a machine here and a machine on the other side. He runs around and answers questions and answers, which is very good. I think it's really fun to play with you young people. "

Grandmothers often have to ask the two teachers to identify the characters and become familiar with the equipment, and within two weeks, Hua Niang will gradually be able to use it, which is far more than she had ever imagined. It also has something to do with her own good mindset: "just forget and remember over and over again." anyway, if you think you're wearing the wrong equipment, it doesn't matter, it's not a big deal. "

To say this, Hua Niang is not weak at all, and she has a lot of experience in analyzing the game. "originally we were playing star dragons, but now we are playing fighters. This is the new version." She said of her experience, "it takes luck to play games. Because of what? you have to look at the following (store) what hero you use. Sometimes you are anxious that it doesn't show characters."

Zhang Fengqin next to him chimed in: "it's just like playing mahjong." what can you do if it doesn't play cards? " The two men nodded yes. "but the game is still difficult. After playing the game, I feel that this mahjong is very easy. This game is still training people." Zhang Fengqin sighed.

The two sat at the mahjong table to discuss the experience of the game. What bothers them even more is the issue of version update. Every size update means varying degrees of challenge for them, and they have to learn a lot of things again. "this is just familiar enough to operate, suddenly there is an update, and it is so updated that I don't know which character wears or equips him." Hua Niang was a little dissatisfied when she mentioned this matter. Her style in the game is more radical and aggressive than Zhang Fengqin on one side, and she often takes the initiative to ask the young teachers: "Don't we combine this big sword and teardrops?" As soon as the version was updated, she had to rethink a lot of things.

In any case, Hua Niang and Zhang Fengqin both learned new things and found new fun. During that time last year, both of them were very addicted to games and came almost every day. Hua Niang described her state at that time: "the whole person threw herself into it." after playing today, I still want to play tomorrow, and I want to play another game after playing for hours. " At this point, she couldn't help laughing.

"at the end of the day, they all said that they also wanted to compete with this young man, and they would still have to play games in the future."

Fan Jinlin, who was born in 1997, is already in charge of five nursing homes and has a Douyin account with more than 2 million followers. After the popularity of a famous "pomegranate Jijiu" video, he explained to a steady stream of media the origin of his "Lin Shao" account name: "Burn yourself like wood to illuminate the road of retirement." let the old man have light in his eyes and love in his heart. "

The way to provide for the aged in Lin Shaokou is a long-term plan that includes short videos, traffic, games, e-sports and other keywords. Now, the plan has reached its critical step.

Fan Jinlin's father was one of the early people engaged in pension services in Xuchang City, and his experience became an opportunity for Fan Jinlin to join the industry later. With such a first-line observation, Fan Jinlin, born after 1995, has a deeper understanding of the pension industry than most of his peers. In 2019, Fan Jinlin graduated from University and began to build his own nursing home.

With the support of his father in terms of capital and experience, and with his own pension-related certificate in college, his first nursing home, Fu Rui Garden, designed, decorated and operated independently, opened in October 2020. After several years of operation, he has accumulated a lot of experience. At the beginning of 2022, he took over two public private nursing homes for the elderly and took over the nursing home where his father had previously worked after his retirement. Coupled with Fuxing Hospital, which takes e-sports as an innovation, Fan Jinlin currently manages five pension institutions.

When it's dinnertime, the caregivers deliver meals to the elderly room by room as the first step of the plan, and Fan Jinlin, 25, has enough room to practice his ideas. In his well-designed nursing home, he wants to do something different from the old-age service in the past.

The first thing that comes to mind is a short video. Unlike many accounts that have been operating silently for a long time and suddenly became popular, Fan Jinlin's shooting has a good flow from the very beginning, and the fifth work has garnered more than 300000 likes. This is due to his accurate grasp of the current production of Internet content. With a major in broadcasting and hosting and experience in running a Weibo account with ten thousand fans, Fan Jinlin has a keen sense of what people want to see in short videos.

As it happens, he has another batch of suitable "actors". As the person in charge of the nursing home, what Fan Jinlin needs most is the elderly, while the lonely elderly do not lack enthusiasm and time. With a proper script and a simple explanation, the old people appear in the short video with the most natural acting skills. Dancing, playing cards, quarrelling, drinking milk tea and eating hot pot, the old people in the video seem to lead a life as energetic as young people.

One of the most popular is naturally the protagonist of "Pomegranate Wine", Fan Jinlin's own grandmother, 85-year-old an Fengying. She lives in her grandson's nursing home. After working as a teacher all her life, Grandma an is still logical and full of spirit in her eighties. In July 2021, the video Fan Jinlin shot of her became a hot style in Douyin during that time. In the video, she solemnly calculates a math problem at the first grade of primary school, but falls into an endless cycle: "16-9, 6-9 is not enough, borrow 1, equal to 16-9." I didn't figure it out until I had a full table of draft paper. As soon as the video was released, it immediately spread widely, and the highly contrasting picture produced a strong comedy effect. The phrase "16-9" in Henan dialect is also jokingly called "pomegranate fried wine" and has become the most famous stem of this account.

The never-ending pomegranate Fried Wine one of the most common questions in Lin Shao's comment area is: "how did you convince them to make these videos?" After years of baptism, the audience seems to have mastered the operation of self-media, and it is clear that all this is only the result of editing, directing and acting. But for the reason why the "actors" of the elderly come from, most people's imagination can only stay in the "free egg delivery". Love petty gains, in order to spend a few cents to participate in a variety of unreliable activities-this seems to have become the standard image of the elderly. Thinking of this, Lin Shao's freshness in the video seems to have disappeared again.

No one can think of anything more important and attractive than free eggs for both Lin Shao and grandmothers.

Not long after Grandma an was watching TV alone and shooting a short video of e-sports 's pension plan in the room, Fan Jinlin found that games were a good subject. In all kinds of activities that highlight the sense of contrast, playing games can best reflect the characteristics of young people. It sounds more reasonable for a 70-year-old to play games all night than to dance all night. It is not difficult to write lines in advance and let some experienced "actors" hold tablets in their hands to perform a gang-up scene. "Why are you so bad? weren't you the Wild King? you're the only one with a sister?" The old people gave a funny performance.

In addition, the rich game culture can also provide a steady stream of shooting ideas. Posting a hero on a mahjong board becomes a game of mahjong. If you print your skills on a card, you can turn them into game cards. During the most popular period of "Sheep A Sheep", Fan Jinlin shot several videos with simple props, allowing grandparents to play with mahjong with the icon "Sheep A Sheep", and the response was good. At the end of the video, just like a real player, Grandma also found that the remaining cards could not be eliminated and angrily said that she would not play.

When Sheep comes to the nursing home, Fan Jinlin himself wondered whether the old people could really play games.

He thought it might not be empty talk. Fan Jinlin's father is a veteran World of Warcraft enthusiast. Fan Jinlin saw his father as a conductor when he was a child, with dozens of people making copies vigorously. At that time, my father was nearly middle-aged, and he didn't know how to play games himself. With such a family, in Fan Jinlin's impression, the game does not just belong to the so-called young people.

On the other hand, his previous experience of shooting short videos has also given him a unique opportunity in the era of traffic. Since people love to watch the elderly play games so much, can they use the traffic income from short videos and live streaming platforms to feed their pension careers and make up for the gap between ideal planning and real income? so that ordinary old people can also enjoy a wonderful life in their twilight years?

His plan has come up with new ideas. The key word this time is "game".

Fan Jinlin began to put the idea into practice in February 2022 with the props he used to shoot the video. The newly designed nursing home in Jian'an District of Xuchang City was prepared in the direction of "Internet celebrities" from the very beginning. The core part is the electronic reading room and the e-sports equipment in it. In Fan Jinlin's vision, the plan will not stop at letting the elderly play the game itself. Teach old people to play games, cultivate their game level, and even form an elderly e-sports team to hold professional elderly e-sports competitions-- this is his longer-term plan.

The arrival of Zhang Fengqin and Hua Niang made him see the hope of this plan.

During the Spring Festival in 2023, the CCTV News Channel broadcast an interview with Fan Jinlin, featuring his "New Nursing Home." Granny an, Zhang Fengqin and Hua Niang all appeared on TV. On February 5, CCTV News released a video of the report on Weibo, and "after 1995 opened a nursing home coveted by young people" quickly went viral. In addition to the classic "pomegranate Fried Wine", the game scene between Zhang Fengqin and Hua Niang attracted more attention. Many people asked in comments and retweets: "this year is 24 years old, how much can I check in?"

The Hua Niang on TV is very different from what most people imagine. according to Fan Jinlin's plan, e-sports nursing home will aim to operate for free. It was an agreement reached between Fan Jinlin and his grandmothers to reduce fees by participating in training and cooperating with filming, or even to move in for free. In his future plans, he also plans to carry out this idea: using video traffic revenue to solve the cost problem, so that grandmothers can have an interesting life without spending a lot of money.

However, if we want to really set up an old e-sports team, we will encounter more problems than we thought. Like every e-sports club, the most important thing is talent. How to find suitable old people like Zhang Fengqin and Hua Niang is the most important problem.

The video game module sponsored by the manufacturer has arrived. Fan Jinlin is going to take his grandmother to shoot a video. Fan Jinlin told me that many old people have come to him on their own initiative. Some of their children have emigrated to Canada, and some university professors who have been rehired for many years all say that they are not short of money, so they want to live here and make videos together. But Fan Jinlin did not agree immediately. "it's not a matter of money." He said to me, "what we want to record is still the most common and simple ordinary people. They may not need a lot of money, they can find happiness here." Finally, under the warm comfort of Fan Jinlin, several anxious old people agreed to line up according to the order of registration and wait for notice at home for the time being.

There are also many problems in the training process. The choice of the "cloud top game" mode of "League of Legends" as the grandma's main game is also the result of Fan Jinlin's thinking. Born in 2019, Genting Chess uses self-walking chess, which has a low test of operation and reaction speed, and is much simpler than the classic game of MOBA. It mainly tests the thinking of lineup matching and weapon matching. For the elderly who have almost no basis for operation, "Yunding Chess" is an easy choice to understand and use.

Netizens of bilibili also mentioned the experience of teaching his father to play the game of Yunding. Zhang Fengqin and the young teacher in Hua Niang's mouth are actually Fan Jinlin's two assistants, Li Xiang and Dou Peiyuan, who are affectionately known as "Dou Dou" by their grandmothers. As peers, their daily work is to help Fan Jinlin shoot short videos and operate the media, and teach grandmothers to play games. Under their enthusiasm, both Zhang Fengqin and Hua Niang learned fairly well, but when it comes to setting up professional teams, Fan Jinlin and his companions know very well that they are not good enough to serve as coaches and have to hire professionals. In addition, for the elderly team, a suitable team doctor is particularly important. These are all problems that need to be solved one by one in the future.

A team plus substitutes needs at least seven or eight men. At present, there are only three mature contestants here, including Zhang Fengqin and Hua Niang. He wants to leave the remaining places for the elderly outside Xuchang. The first old e-sports team, he hopes to make it of a national nature. Invite grandparents from all directions to the e-sports nursing home that he personally designed and built, live together, train together, hold an e-sports competition for the elderly that makes everyone feel excited, and then use the income to support the cause of providing for the aged. Really improve the quality of life of the elderly-- this is not only his wish, but also the wish of his grandmothers. When it comes to trying to compete with young people, Hua Niang's eyes always flash a little excited and a little shy.

She was looking forward to sharing her victory with more people, and she got a real answer-the short video may be fake, but the time spent together is real. Learning to play a game that young people are playing with their old sisters of the same age makes their lonely lives more interesting. They cherish the joy of the game more than a free egg.

Just a few days after the reunion, Fan Jinlin came to the online celebrity nursing home Fuxing Home. The upstairs of the video competition room is leaking, and he is busy to negotiate with the property to solve it. Fortunately, the nursing home that has not yet officially opened is still uninhabited, and all the brand-new facilities are still waiting for the elderly to arrive. After the peak of the epidemic in November last year, according to Xuchang's local epidemic prevention policy, the e-sports nursing home, which was ready to open, was temporarily shelved, and the grandmother's e-sports training had to be temporarily suspended.

The stop lasted for nearly four months, from winter to the beginning of spring. Since she began to learn the game, Zhang Fengqin has never been separated from the game for so long. Staying at home, she flipped through her notebook from time to time and recalled the feeling of holding the mouse.

On September 9, 2022, Zhang Fengqin wrote down the new knowledge she wanted to learn earnestly on a page. Zhang Fengqin and Hua Niang were looking forward to meeting again in the game of Genting. They miss the Star Dragon very much, and they also miss each other very much. For grandmothers, they have just had a long winter, and everything should have a new beginning.

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