Splashing traffic, why did you choose this small market?
Analysis of the "explosion" phenomenon of the East Lake Farmers' Market in Salt Lake District
Reporter Yu Guo Chen Yongnian
During the past "May Day" holiday, the East Lake Farmers' Market in Salt Lake District has become the largest "conspicuous package" in the Yuncheng Cultural Tourism Market.
Sales have doubled, hiring has increased, and traffic has skyrocketed, mainly by foreign tourists.
Many Yuncheng people exclaimed: "This earth-pouring wealth is finally our turn in Universiade." ”
But more Yuncheng people wondered why the traffic chose this remote farmers' market that many locals are unfamiliar with?
Although the "May Day" holiday has passed, the heat of the East Lake Farmers' Market is still continuing, and the market is still full of people, and the purchase and sales are booming. Photo by reporter Chen Fangbin
phenomenon
The morning market has become an "Internet celebrity check-in place"
"Good fellows! Now every day is the same as the New Year! During the "May Day" holiday, in the face of the surging flow of people every day, a merchant in the East Lake Farmers' Market said with emotion.
During this year's "May Day" holiday, the East Lake Farmers' Market has become a new "Internet celebrity check-in place" in Yuncheng, attracting a wave of foreign tourists.
East Lake Farmers' Market,
It is the so-called "East Lake Morning Market" by many self-media, located on the south side of the Salt Lake City Community in the central urban area, adjacent to the Aerospace Park, covering an area of more than 7,000 square meters, mainly selling breakfast, fruits, vegetables, seasonings, etc., with a total of 150 fixed merchants and more than 60 mobile stalls.
During the "May Day" holiday, the average daily passenger flow of the market reached more than 80,000 people, which was many times the usual passenger flow, and even many stalls were rarely lined up in front of the long queue.
This is completely different from the image of the East Lake Farmers' Market in the image of the locals.
In the minds of locals, this is a thriving market in the morning, where many people have breakfast and buy fruits and vegetables for the day, and after noon there are fewer people.
The sudden flow of traffic first affected many practitioners in the market-
Some shopkeepers rejoiced in their hearts. "Business is much better, sales can quadruple at the peak, and under normal circumstances, the stock is sold out at 11 o'clock." A stall owner said;
Some shopkeepers have changed their habits from previous years. "In previous years, during the May Day holiday, we also went out for a walk. Looking at this posture this year, hey, there are so many people, I can't go shopping. A merchant selling moldy tofu and pea cake said;
Some shopkeepers urgently increased their staffing. "During the 'May Day' holiday, I also hired a person, and that person only worked for 3 days, and he couldn't hold on, and he didn't come alive or dead. Then I hired another young man, and after only one day of work, he shouted that his waist was very uncomfortable. The owner of a roast and marinade shop said;
The popularity that I never dared to think of caught market managers by surprise-
"After the market suddenly caught fire, we were busy, increased inspectors, organized volunteer services, and basically didn't dry the back of my clothes in those days, lost 8 pounds in 10 days, and often couldn't even eat a serious meal a day." Li Jianlong, manager of the East Lake Farmers' Market, said.
The surging flow of people has changed the behavior and habits of many Yuncheng people——
"I don't know if there are more tourists tomorrow, I want to go to the morning market for ......breakfast," a netizen who is obviously a local, "Zhuzhu Facai", said on social platforms that he has not been to the market for breakfast for several days because he is afraid of crowds.
Netizen "9618" paid attention to the change in the greeting of taxi drivers: "Yuncheng taxi drivers began to say 'hello, where are you going' during the 'May Day' holiday, and they used to be 'where to say it'." ”
Expanding from the East Lake Farmers' Market, this flow of foreign tourists, has even initially changed the pattern of Yuncheng tourism——
According to the data provided by the municipal department of culture and tourism, the number of tourists who came by high-speed rail during the "May Day" holiday increased by 40% year-on-year, and the total number of tourists exceeded the number of outbound tourists. In addition, the sales volume of Yuncheng tourism annual passes, during the "May Day" holiday, increased by more than 5 times year-on-year, and foreign tourists accounted for more than 60% of the buyers, a year-on-year increase of more than 12 times.
analysis
Urban marketing is superimposed on the promotion of Internet celebrities
During the interview, when asked about the reason for the "explosion", the stall owners, managers, and even other Yuncheng residents of the East Lake Farmers' Market could not give an exact explanation.
However, the reporter combed and found that as early as last year, some Internet celebrity big Vs began to pay attention to Yuncheng, filmed and released a lot of videos, and their influence continued to accumulate and ferment.
The food V "True Detective Tang Renjie", who has tens of millions of fans on the Douyin platform, once filmed a series of 5 short videos around Yuncheng cuisine, and the East Lake Farmers' Market appeared in the second episode. In this video, which was posted on February 29 this year, the author tasted four kinds of food in the market: beef qulian (circle bun), rice pulp, spicy soup, and small fritters, and gave them praise. As of press time, this work with a duration of 4 minutes and 10 seconds has nearly 150,000 likes, 13,000 comments, 5,239 favorites, and 36,000 retweets.
Another food influencer on the same platform, "Yu Jianxing", posted a video about the East Lake Farmers' Market, which was released earlier, in August last year. In the video lasting more than 3 minutes, the author paid attention to the cakes, tofu brains and mutton hum in the East Lake Farmers' Market, with 48,000 likes, 7,468 comments, 3,220 favorites, and 18,000 retweets.
Searching for "East Lake Morning Market Yuncheng" on the Douyin platform, the first 10 videos have more than 1,400 comments, and the first 7 videos have all tens of thousands of retweets. In the Douyin topic list, "Donghu Morning Market" has 4.094 million plays, "Yuncheng Donghu Morning Market" has 1.718 million plays, and "Yuncheng Donghu Morning Market Food" has 1.397 million plays.
The above is just the number of a social platform, if you add WeChat video account, Xiaohongshu, Kuaishou and other head platforms, the Internet popularity of the East Lake Farmers' Market should be greater.
If the recommendation of Internet celebrities is likened to a "kick in the door" in football - when tourists locate their destination in Yuncheng to prepare a travel strategy, the East Lake Farmers Market is listed as one of the nodes, then the government-led city brand marketing is equivalent to the operation of football in the front and back fields before the goal - improve the city's popularity and attract more tourists to Yuncheng.
In recent years, our city has done a lot of work in urban brand marketing. Especially since last year, focusing on the city business card of "the first city of national treasure and good luck city in the world", the city's cultural and tourism departments and tourist attractions have used short videos to help our city build a tourist hotspot gateway in Shanxi Province and improve the city's popularity and influence.
Effective city promotion, so that more outsiders set Yuncheng as a tourist destination. When the itinerary was really launched, I found a lot of recommendations from big V through searching keywords on the Internet, and then included the East Lake Farmers' Market in the itinerary, which finally realized the landing and transformation of urban brand marketing.
Of course, there is another important reason why the East Lake Farmers' Market can take the lead in the process of Yuncheng's cultural and tourism development, and that is the characteristics of the market itself-
★ The market is located in the central urban area, and the transportation, accommodation, shopping and other conditions are relatively superior;
★ The market is close to the well-known scenic spots in Yuncheng such as Salt Pond, Chishen Temple, Yuncheng Museum, and Hedong Chiyan Culture Expo Park;
★ The market gathers cakes, twist flowers, spicy soup, mutton bubbles, Hu Bu, oil cakes, tofu brains, fritters and other Yuncheng breakfast categories, which meet the needs of tourists who do not go out of the market to eat all the Yuncheng breakfast food......
As a "phenomenal" event in the development of the city's cultural tourism industry, the reason for the "explosion" of the East Lake Farmers' Market is a matter of opinion, and different people will have different explanations from different perspectives. But based on the views of all parties, a logical chain that everyone agrees on is-
This is a good foundation for brand marketing in the city, ignited by Internet celebrity influencers, boosted by social platform algorithms, and constantly "snowballing" social influence and public attention, and finally breaking through the critical point.
problem
How "Flow" Becomes "Retention"
On May 7, the day after the holiday, Ding Xiaoqiang, secretary of the Yuncheng Municipal Party Committee, presided over a special summary meeting of cultural tourism work during the "May Day" holiday. After a comprehensive review, Ding Xiaoqiang emphasized that it is necessary to focus on the goal of "building a tourist hotspot gateway in Shanxi Province", conscientiously summarize experience, check and make up for shortcomings in a timely manner, continue to gather popularity, polish brand characteristics, so that "Internet celebrities" can "become popular", turn "traffic" into "retention", and build the cultural tourism industry into a real strategic pillar industry.
On the same day, Wang Zhifeng, member of the Standing Committee of the Municipal Party Committee and Minister of the Propaganda Department, pointed out in the investigation of the East Lake Farmers' Market that it is necessary to combine the promotion of tourism elements with the creation of a civilized city, strengthen the standardized management of the market, and make overall plans for the construction of infrastructure and environmental improvement such as stalls and parking spaces, so as to create a clean, tidy and comfortable consumption scene for the masses.
Taking the "explosion" of the East Lake Farmers' Market as an opportunity to make up for the shortcomings in the supply of cultural and tourism products, the role of market players, and the exploration of cultural and tourism consumption potential, the top-level design to promote the better development of Yuncheng cultural tourism has been launched.
At the same time, the merchants and managers of the East Lake Farmers' Market have reached an agreement on how to correctly understand the traffic.
"Traffic is also a double-edged sword, amplifying the benefits and allowing the negative effects to spread faster. For many outsiders, every move of the market merchants represents the image of our Yuncheng, the current good situation is not easy to come by, we should do better in environmental sanitation, integrity management, civilized hospitality, etc. Li Jianlong said.
"To change 'popularity' to 'long-term popularity', we mainly have to rely on everyone's cohesion, think in one place, and work hard in one place." A merchant said.
The good news is that some positive changes are happening with the rapid pace of traffic.