ZIBO cannot be replicated, but Tianshui can.
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2024-04-15
The difficult-to-replicate Zibo model might find a parallel in Tianshui.
Tianshui became popular because of a bowl of spicy hot pot, which is a bit magical, but behind the magic is reality. Although the current hotspot seems to have shifted to Kaifeng's "Wang Po," the model can still be summarized. The Zibo model, which is difficult to replicate, may be worth trying to replicate in Tianshui.
Happy families are similar, unhappy families are different. For tourist cities, the results of becoming popular are similar, but the details have their own highlights.
It seems that they are all crowded, but Zibo's food frenzy, driven by young college students, ended with the participation and moving of the whole people; Harbin's extravagant wealth was driven by ice and snow tourism, and then showed Harbin's cultural and tourism resources. However, this wave of heat is relatively short, melting away in early spring. Tianshui, which took over, seems to be just a small bowl of spicy hot pot, but it is actually a deep accumulation of culture. Simple copying and pasting makes Tianshui's popularity even shorter.
In general, Zibo is the best: starting from the grassroots, with the concerted efforts of all parties in the government, The story is the most ups and downs, and the duration is the longest (from spring to autumn): a third-tier small city became a top trend because of barbecue. What is moving is not only the taste, but also the atmosphere. The innovative opening of barbecue special lines and barbecue chorus not only achieved seamless integration from online marketing to offline implementation, but also allowed people to understand the profound meaning of "the fireworks of the world are the most touching to people's hearts, and those who win the hearts of the people win the world."
Harbin fully utilized the humor of Northeast people, from giving nicknames to tourists from all over the country, to Northeast bathing culture and ice and snow culture. One Harbin brought fire to the three eastern provinces, putting on a "three-person turn," happily and cheerfully, harvesting a wave of traffic. Of course, Harbin's resources are not comparable to Zibo's. It is naturally beautiful, and this time it was finally recognized, achieving a happy ending. The government and local people have made great contributions. The media also continuously amplified "positive energy" and played a good supervisory role. Although there were also service exposures, they managed to turn bad things into good things, which is admirable.
As for Tianshui's spicy hot pot, it started rapidly. In February, a netizen shared a video of Tianshui's spicy hot pot, and millions of netizens began to watch Tianshui's spicy hot pot, and a huge wave of traffic hit Tianshui. The participation of major media such as People's Daily and Xinhua News Agency brought Tianshui to the forefront of traffic.
According to data from the Gansu Provincial Department of Culture and Tourism, in March, Tianshui City received a total of 4.64 million tourists, achieving a comprehensive tourism revenue of 2.7 billion yuan, an increase of 64.8% and 67.2% year-on-year respectively. Among them, the number of tourists visiting the Maiji Mountain Grottoes, a 5A-level tourist attraction, reached 93,581, an increase of 253.8% year-on-year. All of these will directly drive the local economic development.
However, although the official predicts that the Tianshui cultural and tourism market will further rise in April, judging from the online search volume, Tianshui's popularity has declined. In the Baidu Index search keyword "Tianshui spicy hot pot," it can be seen that the search for Tianshui spicy hot pot began to increase rapidly from March 13, reaching its peak on the 18th, with a daily average of 14,554, and then gradually declining.
The same effect, different beginnings, but also different endings. It seems that starting from the offline grassroots level and accelerating online seems to be more lasting, while "Internet celebrity cities" that become popular directly online extinguish faster. A netizen told Pincheng Tourism: Since I can make it popular by looking at it online, why do I need to chase it offline?
Of course, geographical location is also a factor. Some tourism enthusiasts said that Tianshui is far from eastern cities, and the train journey is long. It is better to find a less crowded time to go there instead of "joining the fun" now.
Indeed, it seems that the current Internet celebrity cities are becoming "short-lived" one after another.
Become the second Tianshui, try it?
Although Tianshui's "popularity" may be shorter than expected, it is not easy for a fifth-tier small city to reach the first tier.
©Shetu.com
In addition to the right time and place, Tianshui's popularity this time is more about "harmony between people." A person close to the Tianshui government revealed that this time it mainly relies on: government proposal + agency planning + platform promotion.
In short, local governments first promote and recommend on social media marketing, create some characteristic IPs, use explosive products for cold start, and after attracting tourists' attention, they start the "pet customer mode," using enthusiastic and considerate methods to please tourists and promote the warming up of cultural and tourism heat. For example, this time, two "spicy hot pot bus special lines" were newly opened, and a spicy hot pot "foodie festival" was held. The Xihuang Avenue, which has been under construction for many years, was also quickly repaired within three days...
This operation process started from Zibo, was verified by Harbin, and then reached Tianshui. Local governments are becoming more and more proficient in operation. This is a good thing.
Furthermore, cultivating one's own cultural characteristics is crucial. "Recently, there's been a misguided trend among domestic cities, with many tourism chiefs personally taking the lead. Actually, relying on the image of the chief is less effective than showcasing the appeal of young people. Tourists are interested in local customs and traditions, not the chief's face. Even grassroots internet celebrities are better than the chief. The power of spontaneous grassroots efforts must be harnessed." said Luo Tianhao.
Indeed, cities should not only pay attention to the power of grassroots internet celebrities but also to the happiness of local residents. As can be seen from Zibo and Harbin, only when locals truly love their hometown can a more harmonious tourism environment be achieved.
Becoming a top internet celebrity city and attracting a large influx of tourists can lead to better economic transformation of tourism resources. This is one of the reasons why many cities are vying to become internet celebrities. However, at present, Tianshui has not leveraged this momentum sufficiently. A single bowl of spicy hot pot is not enough to support a large market, and while the service of northwestern men is sincere, it is also somewhat rough. One characteristic of netizens is that they love to join the fun, seek excitement, and also tend to forget.
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