On April 29th, tourists ate a barbecue in a barbecue city in Zibo.
Drum, a stage play staged in Datang Furong Garden, Xi ‘an City, Shaanxi Province.
On May 12th, the night market in Tushan Town, Nan ‘an District, Chongqing was very popular.
On May 7th, in front of the "3D Smiling Wall" of Hubin Pedestrian Street in Hangzhou, Zhejiang Province, the photographer took a group photo for tourists and Chen Chen, one of the mascots of Hangzhou Asian Games.
On February 19th, the old streets along Xinshi Road, Pengjiang District, Jiangmen City, Guangdong Province were crowded with people.
The scenery of Nianjia Lake in Changsha, Hunan Province, taken on May 8.
Go to Zibo for a barbecue, visit Orange Island in Changsha, and visit the Kite Museum in Weifang … … During the May Day holiday this year, many "online celebrity cities" attracted tourists from all over the country, and the tourism consumption market was booming.
Zibo, a new "online celebrity city", is very popular with tourists. According to statistics, the overall tourist orders in Zibo on May 1st increased by 441% compared with that in 2019, and the number of tourists received on the first day of the "Eight General Convenience Markets" holiday in online celebrity’s punching place exceeded 120,000. Changsha, a veteran "online celebrity city", also performed well. By 14: 00 on May 3rd, 27 tourist attractions in Changsha had received 1,949,500 tourists during the five-day holiday, and realized a total revenue of 92,105,100 yuan.
For all cities, "becoming popular" is not the ultimate goal, but "growing red" is the long-term pursuit. How to Develop "online celebrity City" in the Long Term?
"online celebrity City" has its own unique temperament.
"One table, one furnace, one burrito, dipping sauce, rolling meat and putting onions … …” With a unique sense of ceremony and eating method, Zibo barbecue became popular on the Internet. Since this spring, topics such as "organizing a group to have a barbecue in Zibo" have been frequently listed in the hot search list of Weibo and the list of cities in Tik Tok, which has become a phenomenal topic. With the help of social media traffic, Zibo has become a new "online celebrity City".
Online traffic quickly turned into offline enthusiasm — — According to the data report released by WeChat on May 1, 2023, the average daily consumption of tourism-related industries in Zibo increased by 73% month-on-month, and the average daily consumption of tourists in local small and medium-sized businesses in Zibo increased by nearly 40% month-on-month.
Zibo is not the first "online celebrity City". Previously, in the north and south of the great river, many cities stood out from the dividends brought by the Internet. And these cities have unique characteristics.
The fireworks in Orange Island and the light show on both sides of Xiangjiang River have created the label of "romantic city" in Changsha, Hunan; The leisurely teahouse and the diversified and inclusive fashion street circle combine the comfortable and comfortable atmosphere of Chengdu, Sichuan; The "8D magic" terrain and the popular scenic spot Hongyadong make Chongqing an "old online celebrity" … … With their unique scenery and delicious food, these cities have gained a lot of traffic on the Internet, and become one of the "online celebrity cities", gaining high attention and strong influence.
The most common symbols in the city can often cause emotional resonance, and then promote people to appreciate and miss the city. In an interview with this newspaper, Zhang Zhian, a professor at Fudan University’s School of Journalism, believes that "online celebrity City" often has its own characteristics. "We see a ‘ Online celebrity City ’ One is flow, and the other is a cultural or emotional trait that will be recognized by today’s young people. Behind the traffic is a spiritual temperament, such as entertainment spirit, which often connects with the mentality of young people. "
Such as Changsha. Full of youthful vitality, it has become a spiritual trait of this city. In the major business districts, neon lights and cars come and go; The fisherman’s wharf is breezy and the lobster is fragrant; Singing and laughing at the lakeside concert … … In Changsha, where there will be traffic jams at three or four in the morning, people crowded into food stalls at night and enjoyed the energetic atmosphere of the city that never sleeps. The story of the liberation of the West Night in the documentary, the scenes of the major night markets in Changsha in the news, and the topic of "At 4: 30 in the morning, the streets of Changsha are crowded with people" have formed the urban characteristics of "Youth Changsha" in the quiet, attracting people from online to offline, leaving home and punching in Changsha. In August, 2022, China City Night Economic Impact Report (2021— 2022), Changsha ranked second in "Top Ten Night Economy in China".
"This kind of youth culture and youthful vitality is a sign of Changsha. In a sense, Changsha exists for young people. " Chen Gang, Chairman of Changsha CPPCC, said at the 5th China Wenlv New Marketing Summit.
Another example is Zibo. This new "online celebrity City" has become the projection and carrier of many people’s inner needs. In the short mobile video, people are infected by the simple and attractive culture here. A ticket that says "go and go" on weekends can achieve a short-term emotional release. "Fireworks" in "Zibo Barbecue" bears people’s pursuit of a better life.
As the local people in Zibo say, the small stove for barbecue in Zibo represents temperature, the small cake represents tolerance, and the spring onion represents boldness. On the one hand, there is no lack of cultural significance in food.
How to build a "online celebrity City"
From Chongqing, online celebrity, Changsha, Hunan, and Xi ‘an, Shaanxi, to Ganzi, Sichuan, and Suizhou, Hubei, which were set on fire by local cultural tourism bureau chiefs, to Jiangmen, Guangdong, and Dali, Yunnan, which became a hit because of popular TV dramas, and to Zibo, Shandong, which always dominated Weibo’s hot search, "online celebrity City" has not only characteristic symbols, but also cultural elements and urban details.
How to build a "online celebrity City" has become a topic of interest to more and more cities. Some cities hold special seminars, some cities make a special trip to Zibo to study, and some cities write them into urban planning … …
Judging from past experience, the emergence of "online celebrity City" is indeed inseparable from local efforts.
For example, in order to further promote the integration of culture and tourism, Jiangmen City, the location of TV drama The Knockout, has produced VR panoramic view of scenic spots in Changdi historical and cultural block and the sign of punch-in point. Visitors only need to scan the code to learn about the scenic spots in The Knockout and the cultural history behind them, and follow the plot to stroll through the century-old street and deeply feel the old times here.
For another example, in Changsha Intangible Cultural Heritage Exhibition Hall, located in Orange Island Scenic Area, Hunan embroidery, dough sculpture making skills, xiang opera facial painting and many other intangible projects provide visitors with a deep cultural experience; Various light and shadow art venues, youth centers, cultural and creative spaces, exhibition halls, etc., allow visitors to deeply understand the local history, culture and humanistic charm.
Another example is the 14th Five-Year Plan for Chongqing’s Cultural and Tourism Development (2021— In 2025), it is clearly pointed out that it is necessary to establish and improve the IP collaborative innovation mechanism for the integration of literature and tourism, formulate and introduce support policies for original intellectual property rights, further develop practical cultural and creative alliances, promote cultural empowerment tourism, and fully tap all kinds of cultural relics, literature and art, intangible cultural heritage and other human resources.
Red, the test is not only the glamorous side of the city, but also the supporting safeguard measures. Once it doesn’t conform to the word of mouth, or changes quickly, "online celebrity City" will face the risk of "red" turning to "black".
In Zibo, after the barbecue "out of the circle", the local authorities immediately launched a series of measures to facilitate the people and benefit the people. In order to cope with the large passenger flow, the local bus routes were adjusted in time, and barbecue maps were introduced for diversion; The government took the lead in standardizing the accommodation price, and investigated the hotels whose prices increased by 1.5 times. The public toilets in the scenic spot have intimately prepared sanitary napkins and gastrointestinal anti-inflammatory drugs for tourists; Local men, women and children go into battle together, serve as volunteers to provide services for foreign tourists, and open their arms to the whole country with sincere attitude … … Zibo, a small city, has won people’s praise for its honesty and enthusiasm. According to the data of Meituan, the number of accommodation bookings in Zibo on May 1 this year increased by 800% compared with that in 2019, ranking first in Shandong, and its reputation has been maintained at a high level.
Some netizens commented, "You think people are promoting barbecue, but in fact they are promoting residents’ quality, administrative team’s ability and a good business environment." "Zibo barbecue is not a string, and it cares about people’s livelihood, boosting popularity, promoting consumption, revitalizing the economy, building image, creating culture and increasing confidence."
In Chongqing, promoting the improvement of tourism environment has become an important task. As Qin Dingbo, deputy director of Chongqing Cultural Tourism Commission, said, with the attention of the city and the accelerated improvement of the tourism environment, the next step is to make what kind of products to attract tourists to stay. Relevant parties in Chongqing said that the next step will continue to promote the quality of product supply. In addition to upgrading a number of scenic spots in online celebrity, such as Hongyadong, Liziba Light Rail and ciqikou ancient town, we will also launch a number of boutique tourist routes around red tourism, urban tourism, Three Gorges tourism and rural tourism, and strive to build a number of iconic, driving and original tourist brands.
Let the city move from "online celebrity" to "Changhong"
A city can become "online celebrity" by virtue of the spread of a certain scenic spot or event. But to achieve the "long red" state, you need to provide good experience and feelings for a long time.
In Zhang Zhian’s view, "online celebrity City" and "Changhong" need planning, marketing, scenes, sharing, spreading and connecting. He believes that a long-term sustainable "online celebrity city" is composed of many factors: first, a developed industrial economy, so as to attract more young people to work here; The second is a livable living environment, and people can have a good consumption experience; The third is a certain cultural accumulation, and the city has its own spiritual symbols and spiritual characteristics. "Short-term hot cities do not mean that they must be cities that continue to exude charm. It is also necessary to effectively transform this flow and become a driving force for sustainable urban development."
The practice of Hangzhou is worth learning. In this southern city, Wulin Road in the center of the city is always brightly lit and tourists fly by, and the prosperous night economy lights up the night; A number of interesting landmarks such as "the most beautiful runway", "big and small lotus", the gate of Hangzhou and the Internet of Things Street are constantly appearing; China cartoon museum, China Network Writers Village and other national IP names have successively settled down; E-commerce, Internet of Things, Internet finance and other emerging industries are booming, providing people with a new track for development … … Under the organic combination of various elements, the charm of Hangzhou has continued to increase for a long time.
In an interview with this newspaper, Talia Liu, an associate professor at Communication Research Institute of Communication University of China, said: "Really long-lasting ‘ Online celebrity City ’ , to be able to generate economic and emotional links with the local. ‘ Online celebrity City ’ Our growth and development is a process of activating internal motivation, integrating external resources, and then external resources can drive internal motivation, and finally form a United community. The core driving force is human strength. "
Some analysts believe that "online celebrity City" focuses on highlighting its characteristics. It should not only learn from the success of other cities, but also combine its own historical heritage, regional culture and the requirements of the times to create its own urban spirit, establish an image externally and unite people at home.
From "online celebrity" to "Changhong", "online celebrity City" combines its own advantages and constantly explores the road of urban industrial transformation and upgrading.
For example, Weifang High-tech Zone. Here, we focus on the Meta-Universe digital tourism industry. At present, we have laid out professional parks such as Meta-Universe Future Innovation Valley and Liandong U Valley, and gathered 8 key enterprises such as Goer and Tongxin Vision, focusing on building a number of projects such as Kashgar Meta-Universe digital tourism base and Meta-Universe digital technology research and development to shape the advantages of the tourism industry. The person in charge of Weifang High-tech Zone told the author that in the next step, we will build an industrial platform based on parks such as Meta Universe Future Innovation Valley, cultivate and introduce a number of leading enterprises and high-quality projects, and explore the application of "Meta Universe+Cultural Travel".
Looking at Changsha again, Malanshan Video Cultural and Creative Industry Park has gathered more than 4,000 upstream and downstream enterprises in the video cultural and creative industry chain. It has scientific and technological innovation forces such as Huawei Cloud Audio and Video Innovation, Volcano Engine, Malanshan Computer Media Research Institute and 5G Key Laboratory, which has promoted the competitiveness and influence of Changsha Cultural and Creative Industry. At the 2023 National Conference on Cultural and Tourism Industry Development, Malanshan Video Wenchuang Industrial Park was awarded the "National Cultural Industry Demonstration Park".
Maintaining the strength of "Changhong" is inseparable from the strength of talents.
At this point, Xi’ an continues to exert its strength. In January this year, Xi ‘an issued the "Implementation Opinions on Further Strengthening Talent Work to Promote High-quality Development in Xi ‘an", proposing to strengthen talent work to promote high-quality development, implement a more active, open and effective talent policy, and strive to build Xi ‘an into a source of innovation, an industrial integration place and a first-class talent selection place with various talents, broad development space and excellent ecology.
"I especially hope that most cities in China have ‘ Online celebrity gene ’ 。” Zhang Zhian told the author, "I hope that different cities can find their own personalities, find different ways of development, and finally let people choose in so many different cities."
interlinkage
Iterative "online celebrity City"
"online celebrity" was originally the abbreviation of the word "Internet red man". Now, everything that has high traffic and is widely concerned on the Internet is often labeled as "online celebrity". Online celebrity Campus, online celebrity Cuisine, online celebrity Landmark … … The scope of "online celebrity" is constantly expanding, and "online celebrity City" came into being.
What are the types and stages of "online celebrity City"? In this regard, the media and academic circles are inconclusive and the classification methods are different.
Some observers believe that the development of "online celebrity City" has experienced three generations. Before the popularization of the Internet, Xiamen, Lijiang and other cities consciously put image advertisements in the media, which can be called "online celebrity City" and "Veteran". The second generation, represented by Xi ‘an and Chongqing, exploded on the short video platform. In the third generation, the city image is closer to the aesthetics of young people, and Changsha is one of them.
Some scholars have analyzed that "online celebrity City" has developed into the 4.0 era. In the 1.0 era, it was mainly a city famous for its natural scenery, such as Lijiang and Dali. In the era of 2.0, the artificial urban landscape was circled, and the typical representatives were Chongqing, Chengdu, Xi ‘an and other cities. In the era of 3.0, "eat, drink and be merry" was the key word, such as "Super Wen He You" in Changsha, which attracted much attention. The era of 4.0 is the "industrial era", and Zibo, which relies on the "consumer service industry", is a typical representative.
(Xu Yujie finishing)
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