Changsha Food City. Photo/unsplash
If you want to ask which city has been the most "hot" on the Internet in recent years, Changsha must be the one that deserves the most attention.
On "financial resources", Changsha is not as good as the city's GDP, which is only close to Wuhan and Chongqing, which are close at hand; on "intelligence", Changsha does not have the blessing of Internet giants like Hangzhou; on "boldness", Changsha is not as "trench" as Hefei, the capital city of the central province.
It is such a slightly "earthy" city, but it can become the "top stream" of Internet celebrities.
From relying on natural scenery to "winning in the middle of the night" with the characteristics of the city. To become an Internet celebrity city, it always has its own special charm. Nowadays, with the passage of time, the internet celebrity city has also changed to the third generation.
Changsha is a typical representative of the third generation of Internet celebrity cities.
A hot cultural symbol
There is a sister who rides the wind and waves, and there is now a brother who is riding thorns.
The variety shows that go out from Malanshan (where the video cultural and creative industrial park is located) are often more well-known than the city, which is the cultural charm of Changsha.
There is a Changsha star in the sky and a Changsha city on the ground.
Changsha, also known as "Star City". It can be seen as early as more than 3,000 years ago in the Western Zhou Dynasty, when Qin Shi Huang established Changsha County here after unifying the Six Kingdoms, and the word "Changsha" has been passed down to this day, becoming one of the few cities in China that has been unchanged in terms of city sites and city names for more than 2,000 years.
In fact, Changsha's "popularity" is not only the development of Internet celebrity punch cards, but also the elaboration of traditional culture and intangible cultural heritage, creating its own cultural brand.
Only Chu has talent, Yu Si is prosperous.
The couplet at the entrance of Changsha Yuelu Academy is from "Twenty-six Years of Zuo Chuan Xianggong", which means that Chu Di produced talents. Yuelu Mountain and Yuelu Academy have become the inheritance place of Huxiang culture after thousands of years, and Yuelu Academy has also become an important cultural window and cultural business card of Changsha.
Some people say, for one person, run a city. Changsha's Internet celebrity genes are also rooted in fully excavating the cultural charm of historical figures.
In 1972, archaeologists excavated three Han tombs in Mawangdui on the eastern outskirts of Changsha, the most famous of which was the excavation of Mrs. Xin Chai.
According to archaeologists, the whole person looks lifelike, just like the Sleeping Beauty in the movie, the skin is still very elastic, and it looks particularly real.
As a result, many people want to see the style of Xin Chai's "āi jiě".
Judging from the large number of exquisite lacquerware and costumes excavated from the Mawangdui Han Tomb, Mrs. Xin Chai once had a magnificent life, which seems to show that Changsha was also a "city of flow" in history two thousand years ago.
The traffic in Changsha also exists in the pen of the literati rioters.
Du Fu, who was wandering in his later years, accidentally met Li Guinian in Changsha, and he had the popular phrase "the time of falling flowers and the jun".
Changsha is also known as the "hometown of Qu Jia", which is related to two degraded celebrities: Qu Yuan and Jia Yi.
Today, Jia Yi's former residence on Taiping Street when he was relegated to Changsha has not only once become a place for frustrated literati to hang, but also one of the most densely populated pedestrian streets in Changsha.
Changsha's Internet celebrity charm also exists in many literary and artistic works.
The orange island head in "Qinyuan Spring changsha" and the love evening pavilion in "Qia Classmate Youth" have made countless people yearn for.
On November 1, 2017, Changsha was selected as the world's "Media Art Capital" in the list of the global "Creative Cities Network" released in Paris, France, becoming the first Chinese city to receive this award.
As the location of Hunan Satellite TV, Changsha naturally will not miss the opportunity to promote its own brand. Place names such as Malanshan, Pozi Street, Jiefang West, and Huangxing Road are often mentioned repeatedly on Hunan Satellite TV's programs, which invisibly deepens the audience's impression of these Internet celebrity locations.
In 2019, the police documentary observation reality show "Guardian of the Liberation of the West" was launched, which aroused concern and discussion among young people.
Because they were fanned by the police circle in "Guarding the Liberation West", many young tourists ran to the door of the Pozi Street police station to take photos and punch cards. The Pozi Street police station also successfully "went out of the circle".
As a "net red city" that has soared in popularity in recent years, these cultural attractions have always maintained their popularity on the Internet with their wide attraction and dissemination.
Catering punch card, the most traffic city IP
When night falls, when the lights come on, barbecue grills, tents, tables and chairs, and trolleys will appear in Changsha's downtown alleys in turn.
Tiny peppers and cumin powder, part of which fall on the food and some of which are blown into the wind, are mixed with the sound of punching and guessing wine, forming a vivid picture of Changsha's nightlife.
In addition to continuously enlarging the symbols in history and culture, Changsha's local internet celebrity catering brands are changsha's most trafficked urban IP at present.
Mo Mo Dim Sum Bureau, Tea Beauty, Wen HeYou, Hu tou Bureau... these local catering brands in Changsha often appear on hot searches because of consumer queues.
Changsha "net red" tea shop tea color. Photo/unsplash
How "red" are The Internet celebrity brands in Changsha?
As a national gemini star of Changsha catering brand, Wen Heyou, whether in Changsha or Guangshen, often queued up to break 10,000 or even 50,000 in the early stage of opening; Cha Yan Yue color had queued for 8 hours in the first store in Wuhan, and a cup of tea of about 20 yuan was said to have been fried by scalpers to more than 200 yuan.
In the past ten years, it may be difficult for people to imagine that changsha, a historical city, can give birth to so many emerging Internet celebrity products. Where does this energy come from?
Investing in young people is a common feature of these Internet celebrity brands.
Behind this is the renovation of the beauty of tradition, through the redefinition and packaging of traditional culture, expressed in modern language, resulting in unexpected new experiences, so it can capture the hearts of a large number of young people.
Having a good appearance, unique enough, and taking pictures is the basic condition of internet celebrity attractions. In Changsha, many restaurants have seized the demand of tourists for brand marketing.
Wen heyou is the main market style, nostalgic marketing is a major feature of Wenheyou. By building a retro city alley in the city, attracting merchants from all walks of life.
Under the vertical set similar to the concept of "three-dimensional city", the consumer's sense of immersion has not only been greatly improved, but also met the needs of framing and taking pictures. Through the spread of consumers on social media, we will continue to improve our attractiveness.
If the newly emerging Internet celebrity catering brands such as Cha Yan Yue And Wen He You have attracted countless young people to punch in, then the "Fire Palace" is the representative building of old Changsha. It is both a fire temple and a restaurant, which carries nearly 400 years of history and is a living cultural relic in Changsha.
Night view of Changsha. Photo/unsplash
If a city wants to get more attention and attractiveness, it is inseparable from the help of "topics".
Hot words such as "delicious", "planting grass", "queuing" and so on always make Changsha cuisine appear on the hot search and attract young people to participate in interaction, which is Changsha's unique Internet celebrity temperament.
House prices, the background of the net red city
Most of Changsha's internet celebrity brands are offline stores, and house prices are also a topic that cannot be escaped.
According to the "2021 New First-Tier Cities Residence Report" released by a research institute, Changsha is a new first-tier city with the smallest living cost.
On the other hand, Changsha's per capita income is in the middle and upper reaches of the country, and the burden of renting and buying a house is relatively low compared with other cities in the country.
Although the average salary in Changsha is not as good as that in the first-tier cities of Beijing, Shanghai, Guangzhou, and Shenzhen, it is still relatively high in the second-tier cities.
According to the data of a recruitment platform, the average salary of the job search period in the spring of 2021 in Changsha is 8586 yuan / month. Salary rose 1.3% from the previous quarter and 4.5% year-on-year, ranking 15th among the salary levels of 38 core cities in the country. In the central region, it is second only to Wuhan and higher than Zhengzhou and Hefei.
In 2019, Changsha's GDP was 1,258 billion yuan, ranking 12th in the country, and the per capita disposable income of cities and towns was 55,211 yuan, ranking 20th in the country. However, changsha's median house price is 9,040 yuan, ranking 81st in the country.
Even now, the average price of commercial housing in Changsha is 11547 yuan / ㎡, which is also in a very low position in the provincial capital. Low housing prices mean that living in Changsha will have more consumption space.
Young people in Changsha don't need to spend too much money on living. This is why Changsha is much the same as other cities during the day, but at night, Changsha opens the mode of the city that never sleeps.
Behind the relatively low housing prices in Changsha is inseparable from Changsha's stricter regulation and control policies.
From 2010 to 2015, in the five years, Changsha's housing prices were at a level of about 6,000 yuan per square meter for a long time.
By 2016, as housing prices in other cities across the country began to rise rapidly, Changsha also began to rise. At this time, Changsha's attitude was clear, "In the real estate market, the government cannot be kidnapped by real estate developers and bad public opinion, and let the speculators make waves." ”
Subsequently, Changsha introduced strict regulatory measures. From the aspects of land transfer, purchase restriction, and sales restriction, Changsha has almost plugged all loopholes. And in the policy of continuous "patching" to crack down on speculation.
On the other hand, Changsha continues to increase the supply of land in the real estate market.
Since 2014, the supply of land in Changsha's real estate market has been increasing. In recent years, Changsha's land supply area has approached 90 million square meters, and in 2019 alone, more than 26 million square meters were supplied.
The third generation of Internet celebrity cities came out
If it is said that China's first generation of internet red cities represented by Lhasa, Dali and Xiamen are victorious by the famous natural scenery, and the second generation of internet red cities represented by Chengdu, Chongqing and Xi'an are known for their urban characteristics, then Changsha, as the third generation of internet red cities, is on the basis of history and culture to add the characteristics of eating, drinking and having fun, closer to the preferences of contemporary young people, on this basis, constantly explore the city's cultural heritage and characteristics.
The characteristics of the third generation of Internet celebrity cities are to fully grasp the individuality of the city, tap the scarce elements in local culture, and cater to the consumption and aesthetics of contemporary young people. This is also the result of the joint efforts of local governments and the market.
Among them, the city understands media marketing is undoubtedly the key to becoming an internet celebrity. Whether it is the creation of offline Internet celebrity attractions or online video and text display, the use of modern communication means to root the image of the city in the public's cognition is the key to Changsha becoming a third-generation Internet celebrity city.
It can be said that the cultural heritage, Internet celebrity landmarks, special cuisine, entertainment characteristics, etc., constitute the current "Net Red Changsha".
The relatively livable housing prices have allowed the city to accumulate a reputation that makes the people feel good.
In the future, can "net red Changsha" continue to stand at the head of the tide? Let's wait and see.
|, a researcher at Xinjing Think Tank Zha Zhiyuan
Edit | Zhang Xiaoyuan
Proofreading | Li Lijun
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