The starting point is different, Zibo is hot in barbecue fireworks, fire is in the feedback and spread of college students to the city, Harbin is hot in the natural endowment of ice and snow, and fire is in the crisis public relations of the "ticket refund incident" in the ice and snow world. The formation of the IP of the two cities is the result of the joint efforts of the local government, businesses and citizens.
Internet celebrity cities have become popular tourist destinations, which are still essentially traffic economy, and they are the acquisition and realization of attention. From Zibo to Harbin, what trends do you embody in the flow economy? By clarifying this question, we may be able to answer who is next.
(a)
Since last year, the traffic of Splash Sky has brought "Splash Wealth", which has been staged online and offline. "Old domestic products for warmth" can bring many brands back to the public eye, and "expensive or not" can also make brands suffer momentary setbacks.
The relationship between traffic, emotion and business is becoming more and more obvious. For example, buying lottery tickets has become a "new hobby" for young people, and what they feel is "decompression, enjoyment, and coolness"; Dopamine dressing is popular, pursuing happiness and self-confidence, and Haidilao takes advantage of "subject three", which is also intended to be the diverse experience and emotions of young people. Emotional value is becoming a "just-needed consumer product", and the emotional economy is in vogue.
The emergence of Internet celebrity cities is also a representation of the emotional economy and traffic economy in the context of the times. Zibo repaired a road in three days, and Erbin wanted the "moon" to "moon", this concept of all-round service for tourists is regarded as a local "spoiling" by tourists, providing tourists with full emotional value.
Master the rules of Internet communication, learn to create memes, and get more attention. The stalk is the face, and the inside is still the ultimate service that the city provides to tourists, and it is the satisfaction of the spiritual needs of higher quality.
(b)
As a public good, tourism resources can easily become "tragedy of the commons" due to abuse. Under the opportunity of the explosion, whether the local government responds quickly or not, whether the merchants will sit on the ground and raise the price, and whether the people support it or not, will affect the direction of the story.
In the stories of Zibo and Harbin, there is a key word: faith. Whether it is Zibo's letter to foreign tourists, letters to local citizens, or Harbin's letter of apology to tourists, or appeal letters to local citizens, including the initiatives issued by the two places to businesses, it is a process of joint efforts between the government, businesses and people.
To avoid the "tragedy of the commons", effective supervision is needed, as well as the improvement of the overall quality of society. A typical example is that a tourist posted a video complaining about Harbin's 68 yuan pot wrapped meat, which triggered unanimous condemnation from the locals, and even wanted to "clean up the portal". Traffic will amplify the negative in hot spots, but it will also promote and highlight the endogenous force of maintaining the city. Compared with regulation, this kind of spontaneous maintenance will be more comprehensive and powerful. The sense of urban honor is born from this, which is a rare wealth for urban development.
Looking at the formation of IP in these two cities, the government is not necessarily in front of the stage, and the hot search may be the sincerity of the business and the enthusiasm of the people, but there must be the efficient guidance and organization of the government behind it. In the long run, the government's response speed and service concept forged by heat is also an endogenous force to optimize the business environment, and it is also the wealth of the city.
(c)
Everyone has 15 minutes of fame, and in the Internet era, as a whole IP, each city also has its own time to become famous. It is a special coincidence that Zibo and Harbin are both old industrial bases and are facing the pressure of transformation and upgrading. Tradition means thickness, more space and resources to be tapped. Pressure means motivation, holding a breath in my heart, who said that tradition cannot be at the forefront of the times? From Zibo to Harbin, the prelude to fire is the city's development layout and action. Every IP that seems to passively rush to the altar of traffic has a soul in his body that actively seeks change.
In fact, each city has its own personality and characteristics, and cultural resources and tourism resources are also light and heavy "native products". According to their own endowment, do a good job of layout, deep cultivation, and grow crops first, so that the land can be seen. Even the county will have the opportunity to become the "center of the universe".
In the era of short videos, both good and bad are more likely to be amplified and spread. Traffic can be heartwarming stories or negative public opinion. This requires each place to maintain a keen attitude and flexible figure at all times, to be more sober when encountering pursuit, to remain calm when encountering negativity, and to respond to the visit of traffic with sincerity to society and firmness to development. Opportunities are for those who are prepared, but also for those who can seize them. Every city could be the next Zibo.
Once, the people of Shandong and other places, with the heroism of opening up the world, went through a lot of hardships to "break through" to the Northeast, leaving behind the legend of "breaking through the eastern part of the country". Today, development is also facing a lot of unknowns and changes, and every place must move forward, and we must also show the courage and hard work of "breaking through the Kanto", "breaking" out of our own heat, and "breaking" out of our own piece of the sky.
(Popular news client Xiong Miao)