From Zibo last year to Harbin, and then to Tianshui this year.
There are many people who believe that the popularity of these cities is inevitable.
Then give a whole bunch of reasons, such as:
- Intentional marketing by local governments;
- Specialty cuisine;
- Merchants are based on integrity;
- Pay attention to the tourist experience, do not carry passengers;
- Strict supervision and guidance by local governments;
- There is a smell of fireworks and is grounded;
- The cost of travel is low, in line with the current consumption downgrade, etc
If, as these people say, going viral is inevitable, then predict who the next internet celebrity city will be?
To put it mildly, most people who say that becoming popular is inevitable are hindsight, like pigs beforehand.
In fact, the lifespan of these Internet celebrity cities to become popular is getting shorter and shorter!
Why are influencer cities always short-lived?
The reason behind this is very subversive of common sense and cognition.
1
The hotspots are all random strolls
If you want to predict hot spots, there should be no group of people who are more experienced than stock investors.
These people in the stock market are digging out their minds every day to analyze what the next hot spot will be. And of course, tourist hotspots.
These forecasters also include intellectuals from many institutions, all of whom have master's degrees and doctorates, and have also gone overseas to gild.
Unfortunately, even these people can't predict the next hot spot, so the Internet celebrity city can't be predicted in advance.
In other words, almost all Internet celebrity cities have become popular simply because of good luck!
Something happened at a certain time, and then he was named by a certain self-media.
It happened to be wildly recommended by Douyin's algorithm, which caused widespread retweets and discussions.
As a result, it attracted a lot of people to check in and share it more widely in the media.
As long as more people share, there is a greater chance of creating eye-catching and exciting content.
This will cause a second and third retweet and spread.
Then, the algorithms of self-media platforms such as Douyin will also be more inclined to continue to increase the distribution of such content, thus creating a situation where the strong are always strong.
For example, not long ago Chengdu Disneyland.
This is purely a random thing, but it has set a living square in the Yulin community on fire.
The self-media platform is even more crazy.
But if you think about it, what's so nice about this thing?
What's more interesting is that the more people go, the more people follow the herd.
This is almost the whole process of a hot spot from scratch in the era of mobile Internet.
No one can predict the next hot spot in advance, just as no one can accurately predict the rise and fall of the stock market.
They fluctuate with the stock price a bit, following the principle of random walks.
2
Young people are looking for different psychological needs
We know from the tea industry that hot spots are often short-lived.
In the past ten years, tea brands have emerged in an endless stream across the country.
You sing and I'll appear!
But is there a fundamental difference in the taste of these teas?
There are often videos on Douyin that make people guess blindly, and most people can't make a difference at all.
Why do we always see a certain tea drink trending at a certain time?
This has something to do with a psychological trait of young people.
Young people have the psychology of chasing individuality!
What the previous generation drank, they would naturally resist, otherwise they would look old-fashioned.
And the generation gap among young people may only be two or three years.
Therefore, we can always see that every two or three years, a new hot tea brand is born.
The same is true for tourist attractions.
Where young people went in droves last year, there is a high probability that they will not go this year. Otherwise, it seems that he can't keep up with the times.
Unfortunately, the life cycle of an influencer city is much shorter than that of a tea drink.
Zibo can be hot for about half a year, Harbin is only three months, and Tianshui is shortened to one month.
This is the same as the current star-making activities.
In order to attract traffic, entertainment companies will quickly train new people to replace old ones.
In order to attract traffic, self-media will quickly create new content to make the next city popular. Of course, these self-media don't know in advance whether their content can successfully attract fans.
3
Local governments are playing with traffic
In the past, local governments mainly derived revenue from land sales.
And now the real estate is in a downward cycle, and the local debt is already heavy.
As a result, local finances are quite tight.
This year, we have seen a lot of interesting phenomena:
- Civil servants are not able to deliver performance;
- salary cuts in public institutions and state-owned enterprises;
- The price of water and electricity has quietly risen;
- high-speed rail price increases;
The common reasons behind it all point to the tight local finances.
For many small places, the burden on local governments is quite large, due to the continuous exodus of young people and the increasing aging of the population.
The old way of selling land is no longer working, so we can only open up new roads and find new growth points.
As a result, various places have begun to pay attention to the tourism market. They all hope to attract more tourists to travel, so as to drive local consumption, maintain jobs and retain young people.
In the past, local governments didn't care about tourism, but now local governments are different.
All kinds of marketing methods are on it, severely punishing unscrupulous businesses, packaging buses, leaders shooting short videos to promote local highlights, and actively currying favor with tourists......
These things were unthinkable before.
This is of course a good thing for tourists, but with such a hot spot in various places, isn't the hot spot becoming more and more short-lived?
4
Internet celebrity cities lack a sense of heaviness
Why is it difficult for Internet celebrity cities to last?
Let's just think about pop songs nowadays.
For the sake of short frequency and speed, most of the songs are shoddy.
What businesses want is to quickly release new songs and continue to grab attention.
Internet celebrity cities are similar to this.
We can find that no matter how the Internet celebrity cities change, there are some cities that always enjoy high traffic all year round.
Why? It is none other than the following reasons:
- economically developed;
In economically developed areas, there is a large flow of people.
Only in places with more people can it be possible to create more tourism resources and form a cluster effect.
For example, we may only have a barbecue in Zibo, but there are too many places to visit in Shanghai.
2. Thick historical precipitation;
Cities with history have endless stories to tell.
Naturally, there are more innate tourism advantages.
Xi'an and Beijing, for example, have a lot of stories.
There are characters, places, artifacts, food, clothes, artwork, and so on.
These are enough for tourists to taste again and again.
3. Abundant natural resources
Some cities are rich in natural resources.
For example, Sanya, Yunnan, Xinjiang, Sichuan and so on.
No amount of money can be made of these things.
The natural resources of these places are clustered in groups. Tourists can't finish it several times.
On the contrary, those Internet celebrity cities may be a worthwhile attraction.
4. There are addictive featured tags
For a city to continue to be hot, it needs to have its own characteristics.
And this feature is addictive, addictive, and endless. I went once and wanted to go a second time.
For example, the food of Sichuan, the history of Xi'an, the scenery of Xinjiang, the prosperity of Shanghai, the folk customs of Dali, the mystery of Tibet and so on.
A city that continues to be hot often has more than one label. Some are even as big as a dozen tags.
However, most Internet celebrity cities only have one label, and this label is very monotonous, not addictive, and cannot cause tourists to experience it repeatedly.
5
Internet celebrity cities are easy to become popular and die
Since the popularity of Internet celebrity cities is usually caused by one-time factors, it is easy to have the phenomenon of big popularity and death.
The following year, new hot spots will emerge, and the attention of the masses will soon shift; The traffic push of the self-media platform will also follow.
The Internet celebrity who became popular the previous year was upset the next year.
This can also be very costly.
For example, the year before, Zibo barbecue was very popular, and many businesses flocked to open barbecue restaurants.
As a result, there are a lot fewer tourists this year than last year. These businesses will go out of business in large numbers.
A similar situation is even more extreme in the sky spicy hot, because the duration of the Tianshui spicy hot out of the circle is too short.
6
Internet celebrity cities are destined to be red and lonely
A city that truly attracts tourists never needs to be an influencer.
Rather, they are machines that make influencers.
Because there are more people (especially young people), there are more stories, there are more software and hardware resources, there are richer cultural activities, there is a deeper human history, there is a multi-layered food, there are many labels, and so on.
Internet celebrity cities are like the emperor flopping cards, who will turn it tonight, who will turn it tomorrow night, who knows?
There are 3,000 beauties in the emperor's harem, and the old people are replaced by new ones.
Creating Internet celebrities depends on luck, continuous popularity, and hard power.