(The picture comes from the Internet, invaded and deleted)
Text | Praying Mantis Observation
Author |
From the popularity of "TACO that is more suitable for Chinese babies" on social media to the "grilling" of people across the country, Zibo has stood at the forefront of the recovery of the cultural and tourism industry with its unique barbecue culture.
During the May Day holiday this year, 120,000 people are expected to travel to Zibo.
According to the data released by Meituan and Dianping on April 10, the number of accommodation reservations in Shandong during the "May Day" increased by 400% compared with 2019, ranking first in the country; while the number of accommodation reservations in Zibo increased by 800% compared with 2019. %, the growth rate ranks first in Shandong.
When crowds flock to a declining heavy industrial city, whether it has the ability to undertake and serve them well becomes the key to testing whether Zibo can enjoy the traffic and attention dividends of the Internet age and take the opportunity to change the fate of the city.
Zibo is popular, come prepared
As the epidemic subsided, the catering and tourism industries became the first industries to usher in retaliatory growth. People who have been depressed for a long time urgently need to use the most instinctive way of eating, drinking and having fun to celebrate the return of life to normal.
The popularity of "Zibo BBQ" is essentially the simplest yearning for a free, relaxed, and comfortable fireworks life in the post-epidemic era.
However, Zibo, which was "the last time it was famous in the Spring and Autumn Period and the Warring States Period", has a label in the new era. It is called a "declined heavy industrial city" in terms of industry, and a "sinking market" in terms of development level.
Such a "marginal" city must not only rely on the cheapness and deliciousness of barbecue to accept the traffic of barbecues from all over the country, but also need to be prepared in all aspects of "food, housing and transportation".
From the ever-increasing popularity to landing in the top Internet celebrity city, Zibo has proved by facts that it is prepared to catch the enthusiasm of young people.
This is mainly reflected in two aspects.
One is the Zibo barbecue with a long history. In today's era of consumption upgrades, it can still provide cost-effectiveness throughout, allowing young people to enjoy the fireworks brought by barbecue.
In various public reports and sharing with tourists, the specifications of Zibo barbecue seem to be very high: a small independent charcoal oven, dipping sauce, a few rolls of noodle cakes, a bundle of green onions, several people sit around the table, chatting while grilling drink wine.
Such an atmosphere brings tourists not only a hot and stimulating taste, but also a rare mutual complaint between friends. But the per capita cost is only a few tens of dollars, and you can experience the ordinary and hot market life heartily in the appetite of your appetite.
Second, from the government level to ordinary groups, Zibo interprets "hospitality in Shandong" by themselves, conveys the temperature of the city, and "upgrades" the impression of the city in the hearts of tourists.
The fact that tourists lost their bag and retrieved it when they went to Zibo barbecue "out of the circle" on major media hot search platforms. Behind the note "Your bag is in Shangkeyou" is the representative and epitome of Zibo's preparedness.
People in Zibo, who have never known each other before, picked up the bag and handed it to the front desk of Shangkeyou for safekeeping, leaving a guide note of "your bag is in Shangkeyou"; Shangkeyou hotel also enthusiastically kept it on its behalf until the owner came to claim it. Such a warm city can have an advantage spillover effect with delicious barbecue, propping up Zibo's lasting heat.
At the same time, a series of "barbecue" policies have been launched at the government level, as well as holding Zibo BBQ Festival, setting up barbecue special trains, launching barbecue-themed one-day tours, two-day tour routes, etc., so that tourists can enjoy eating, playing and living happily. Promote the development of local consumption and cultural tourism.
Relevant companies in the cultural and tourism industry chain responded very quickly. For example, 21 Thank Inn Hotels in Zibo promptly launched the free package delivery service "Package in Thank Inn", many scenic spots in Zibo carried out free ticket exchange activities, and local movie theaters launched overnight services. Tourists have changed from barbecue "flow" to tourism "retention".
As a result, young people rushed to check in Zibo, and used their word of mouth to promote Zibo to the "top class" of the Internet celebrity city.
According to data from the Zibo Bureau of Commerce, since March 2023, Zibo has received more than 4.8 million foreign tourists, a year-on-year increase of 134%, and tourism revenue has increased by 60%.
If barbecue is the cutting edge of Zibo’s popularity today, then the whole Zibo, from the government to the cultural tourism industry to ordinary people, is an important promoter of this round of upsurge. Through the “one table, one oven, one burrito” Zibo barbecue, Condensed a city with warmth, leveraged the prosperity of the entire Zibo tourism industry.
How does the cultural tourism industry take advantage of the momentum?
As far as the cultural and tourism industry is concerned, behind the note "Your package is in Shangkeyou", the cultural and tourism industry link represented by Shangkeyou will not be able to quickly promote a city to become an Internet celebrity like "Zibo BBQ" .
However, every brand in the cultural and tourism industry is like Shangkeyou Hotel. Doing a good user experience not only constitutes the city’s temperature for the Internet celebrity Zibo to accept tourists, but also has greater value in taking advantage of the development of the cultural and tourism industry. Provide thought and inspiration.
From the perspective of consumers, user first is the core value that the cultural tourism industry must adhere to.
Just like the note "Your bag is in Thank Inn", the staff of Thank Inn Hotel behind it can keep the bag carefully until tourists come to pick it up. From an individual point of view, it shows the simplicity and hospitality of the people of Zibo.
However, from the perspective of the Thank Inn hotel brand represented by the individual, it is the value of "customer first" incorporated into the core strategy of Shangmei Technology Group (hereinafter referred to as Shangmei) in 2023, which has penetrated into the hearts of every employee , so that it can always provide warm-hearted services for consumers around user needs.
In addition, many barbecue restaurants in Zibo that insist on taste and are not short of money because of tourists' single consumption, and hotels that strictly control prices during the May Day period, like Shangkeyou, all interpret "customer first" persistence.
Because of this, from barbecue catering to hotel accommodation, to online car-hailing, to various scenic spots, every link in the cultural and tourism industry can enjoy the traffic dividend of "Zibo BBQ".
For many hotel brands that have been exposed to price hikes on the eve of May 1st, and catering brands that are short-changed, they need to learn from and reflect deeply.
From an industrial perspective, the Zibo municipal government has used "barbecue +" to comprehensively build a cultural tourism brand, allowing people across the country to re-understand the city's approach, and it is also applicable to the cultural tourism industry chain: to open up every industry in the industry chain. links, provide diversified services with the help of local characteristics, and enhance brand scalability.
The unique barbecue "three-piece set" of small pancakes, shallots, and small stove can make Zibo's barbecue popular, but it is the local government's use of the heat to create "barbecue" + outings and flower viewing tours , "Barbecue" + check-in tour of Internet celebrity scenic spots, "Barbecue" + artistic atmosphere tour, "Barbecue" + industrial style experience tour, "Barbecue" + homestay pastoral tour and other cultural and tourism themed products.
This kind of practice of crossing borders by taking advantage of the opportunity, thanks to the highly acclaimed Shangke Hotel for the note "Your bag is in Shangkeyou", quickly explored the feasibility for the cultural and tourism industry: 21 Shangkeyou stores in Zibo opened during May Day Launched the free package storage service of "Shangkeyou", and also provided residents with diversified services such as free barbecue, and relying on the advantages of 4145 stores and 130 million member systems under Shangmei, through the multi-product superposition mode, The promotion of Zibo's characteristic barbecue to the whole country has also promoted the development of the local wine and tourism industry.
According to the "2022 China's Top 50 Hotel Group Size Ranking", based on the number of opened stores, Chaumet has 4,145 stores and has leapt to the fourth largest hotel group in China. Similar to Shangkeyou, which actively explores and introduces novel cross-border gameplay, it can be promoted from Zibo to the whole country, forming a multi-business linkage integration of prosperous business, colorful culture, and prosperous tourism, activating the vitality of every link in the industrial chain, and finally achieving A win-win situation for multiple businesses.
From the perspective of market competition, the hotel industry is the foothold for the prosperity and development of the cultural and tourism industry in various places. Seeking more integrated cross-border development of hotels and cultural and tourism industries can enter the vision of more people with the spread of social media. In the end, it will be transformed into the driving force for the continuous growth of local cultural tourism, bringing a broader imagination space for the entire industry.
With Zibo BBQ becoming top-notch, Zibo Tanxishan Tourist Resort and Mengquan Eco-tourism Area also quickly formed a group with Zibo BBQ to "retain customers" and become a destination to accept the enthusiasm of young people.
After all, with the strong recovery of cultural tourism, "urban micro vacations" that do not require travel and travel and have a more controllable itinerary have attracted widespread attention. Destination tours, short-distance tours, and surrounding tours are the most popular travel routes for young people nowadays.
This also gives the hotel industry an opportunity to enter the cultural and tourism industry with resorts and resorts, form brand style and product features, promote the growth of the hotel industry, and leverage the cultural and tourism industry to open up a higher growth space.
This can be seen from the recent frequent increase in resort hotels by leading hotel groups such as Marriott, Accor, Narada, Jinjiang, Huazhu, and Shangmei.
Moreover, the resort complex composed of elements such as "characteristic resources + living accommodation + core supporting facilities + destination-style themed experience" has become the hotel industry to provide consumers with more personalized, comfortable and immersive holiday accommodation services, and has continuously exported It is one of the actions of Shangtan Hotel to closely integrate the development of the cultural and tourism industry with the operation of high-quality cultural and tourism projects.
As the cultural tourism industry enters normal development, people's pursuit of tourism and hotels no longer just stays in sightseeing and living, but needs to integrate distinctive consumption experience and personalized service. This is also an inherent requirement for the integrated development of the cultural tourism industry.
Today, the popularity of Zibo continues, and the enthusiasm of young people to check in Zibo is still high, and Zibo has managed to catch this wave of traffic dividends in every link, from top-level policies to the cultural and tourism industry to ordinary people.
For Zibo, this is the best starting point to rewrite the city's impression and improve the city's industrial energy level; for the entire cultural and tourism industry, "Top-level Zibo" has demonstrated a diverse "localization, integration, and individualization" Guest” sample.
*The pictures in this article are all from the Internet