Text: Ren Zeping team
guide reading
Go to Xi ‘an to experience the "broken bowl of wine" in Yongxingfang, Chongqing to take the "magic light rail" through the building, Changsha to visit Orange Island, Chengdu to see giant pandas, Zibo to have a barbecue, and Harbin to experience the world of ice and snow.……。 In recent years, with the help of new media platforms such as graphic platform, short video and video, more and more cities have created a unique urban "online celebrity" label, which has successfully circled and attracted tourists from all over the country to punch in, which has promoted urban tourism and service industry and injected new kinetic energy into urban development.
With the help of the Internet, online celebrity cities have become popular wave after wave, and combing the reasons why these online celebrity cities are out of the circle can be summarized into three points:First, it has profound urban heritage and unique cultural and natural resources; The second is to grasp the media with the characteristics of each era and create a unique city IP and city label; Third, local governments give strong support to build a public service-oriented government and win good word-of-mouth communication.
Summary: resource+communication+service, trinity, this is the victory of service-oriented government.
catalogue
1 China’s eight major online celebrity cities
1.1 Changsha: Red Culture Punch Resort,Low housing prices and low cost of living, new consumption is active.
1.2Chengdu: A Land of Abundance with Slow Rhythm and Fireworks.
1.3 Hangzhou: "the capital of new e-commerce", "the city of live e-commerce" and "the first city of digital economy"
1.4 Suzhou: "the strongest prefecture-level city in China", the integration of traditional culture and modern consumption, and the rise of cultural and creative brands.
1.5Chongqing:"City of Tik Tok", "Capital of Cyberpunk" and unique mountain city scenery.
1.6 Zibo: "Three-piece set of soul barbecue" and "barbecue with temperature"
1.7 Harbin: "Hogwarts Harbin Branch", "Frozen Pear Setting" and "Pleasing Market Style" are designed for people.
1.8 Xi ‘an: Millennium ancient capital, Yongxingfang "throwing wine bowls" and "Datang city that never sleeps".
2 Why are online celebrity cities out of the circle?
3 online celebrity City Out of Circle Enlightenment
main body
oneEight online celebrity cities in China.
1.1Changsha: a red cultural punching resort, with low housing prices and living costs, and active new consumption.
Changsha’s going out of the circle benefited from the early entertainment propaganda, the strong economic growth, the emergence of new consumer brands under the background of the national tide, and the government’s reasonable regulation of housing prices. On this basis, it is expected that Changsha will become a city of online celebrity by superimposing the prevalence of punch-in tourism in online celebrity in the era of mobile Internet.
Changsha, a city with a history of more than 4,000 years, is rich in cultural details and heritage.Changsha’s road to online celebrity’s city circle can be traced back to around 2000. Hunan Satellite TV created a series of entertainment variety shows such as Happy Camp, which enhanced Changsha’s popularity in the country.
In 2017, Changsha became the "GDP trillion city club" for the first time, achieving a GDP of 10,535.5 trillion yuan; In the same year, the 2017 China Night Economy and Industry Report was released, and Changsha’s night consumption developed rapidly, surpassing the first-tier cities.Around 2017, Modern China Tea Shop, Wenheyou and other local "New Country Tide" brands came out of the circle, attracting young people from all over the country to travel and punch in through the IP effect of online celebrity.
In 2018, Changsha was rated as a new first-tier city by the media, and the label of economically strong city received widespread attention.In 2019, the documentary "Guarding the Liberation of the West" exploded in bilibili, which made more young people know about Changsha.
In 2021, with the increasing popularity of the topic of "Escape from the North to Guangzhou", Changsha was once again widely concerned and discussed because of its low housing prices and low cost of living.In 2022, the ratio of house price to income in Changsha was 8.9, which was significantly lower among key second-tier cities in China and was welcomed by young people.
1.2Chengdu: A Land of Abundance with Slow Rhythm and Fireworks.
The profound historical and cultural atmosphere, unique food, fireworks atmosphere and slow-paced life scenes have shaped Chengdu’s unique urban IP. In addition, it is also the key to help Chengdu become a city of online celebrity by grasping the trend of the times and actively marketing with traditional media such as magazines, films, songs and short videos, and self-media and new media.
Chengdu is one of the earliest cities in online celebrity, and its road to online celebrity can be traced back to around 2000. In the traditional media era, Chengdu used magazines and promotional films such as New Weekly, City Pictorial, chinese national geography and Impression of Chengdu to market its city image."Chengdu, a city that doesn’t want to leave when it comes!"Become a widely circulated slogan.
In 2011, "Kung Fu Panda 2" was released all over the world, and the Chengdu elements implanted in the film made more people know and know about the city, which enhanced the image and influence of Chengdu. In 2017, Zhao Lei’s "Chengdu" spread all over the country, "Go to the end of Yulin Road and sit at the door of the pub …", and Yulin Road and the pub became the symbol of punching in Chengdu.
With the rise of the short video social platform, Chengdu publicizes the distinctive Chengdu cuisine, the fireworks-filled streets, the bustling Chunxi Road, the trendy street shooting in Taikooli, the "pub" at night and the giant panda in the panda base through short videos …,It presents an image of Chengdu with slow rhythm and fireworks, fashion and trendy coexistence.
In 2023,For the eighth year in a row, Chengdu ranks first among the new first-tier cities in the ranking list of urban commercial charm..
1.3 Hangzhou: "the capital of new e-commerce", "the city of live e-commerce" and "the first city of digital economy"
Hangzhou has always been a tourist city with rich historical and cultural resources. In its early years, Hangzhou was a well-known tourist city with "three rivers, two lakes, one mountain and one river". However, the rapid development of Internet economy and e-commerce live broadcast is the real reason for Hangzhou to become a city in online celebrity.
"There is paradise above and Suzhou and Hangzhou below". Hangzhou is located in the north of the southeast coast of China, with a long history, profound cultural heritage and rich tourism resources.In 1999, Alibaba, the largest Internet company in China, was established in Hangzhou.In 2003, Alibaba established Taobao, and China began to enter the Taobao era. In 2008, the first batch of "naughty girls" ignited the e-commerce industry in Hangzhou, and Hangzhou became the "e-commerce capital". In 2013, Taobao live broadcast began to be piloted in Hangzhou, and live e-commerce developed from this point. The first batch of Taobao stores in online celebrity became popular, and the star anchor and the double eleven activities detonated completely pushed live e-commerce to the forefront.
After the G20 Hangzhou Summit in 2016, Hangzhou was officially recognized as the first batch of "digital economy" cities in China.In 2018, Hangzhou’s digital economy core industry revenue was 1,082.4 billion yuan, and it was proposed to build the "first city of digital economy". In 2019, under the industrial agglomeration effect, anchors and live broadcasters from all over the country flocked to Hangzhou, and only Taobao gave birth to 177 anchors with goods exceeding 100 million.
In 2020, a number of anchors with super live broadcast ability were born, making Hangzhou Jiubao the main position of live e-commerce, and Hangzhou gradually became the "city of live e-commerce".In 2022, the three live broadcast platforms "Taobao, Tik Tok and Aauto Quicker" achieved a total sales of 171.4 billion yuan in Hangzhou.
1.4 Suzhou: "the strongest prefecture-level city in China", the integration of traditional culture and modern consumption, and the rise of cultural and creative brands.
Suzhou has become a city in online celebrity. On the one hand, thanks to its outstanding economic performance and strength, its business environment and livable environment have become increasingly superior, and its GDP has long been in the forefront of the country. On the other hand, in recent years, the popularity of Eslite Bookstore in online celebrity has soared, and the hit drama "Everything is Fine" has triggered traffic and topics on the Internet, which has helped Suzhou’s online celebrity attribute to be discovered.
Suzhou, with its prosperous economy since ancient times, is famous for its unique cultural heritage and natural landscape.As a new first-tier city, Suzhou is known as "the strongest prefecture-level city in China" with rapid economic development and strong economic strength.In 2011, Suzhou’s GDP exceeded the trillion mark, reaching 1,050 billion yuan; In 2020, GDP exceeded 2 trillion yuan, reaching 2,017.05 billion yuan, ranking first in the economic volume of major cities in Jiangsu Province.
Since 2013, Suzhou has incorporated innovation drive into its development plan, and through innovation drive, it has transformed from low-end manufacturing to high-end manufacturing, becoming a "global industrial city".Suzhou itself has a profound historical and cultural background and rich tourism resources.In November 2015, Suzhou Eslite Bookstore opened, attracting millions of visitors in just 20 days; In 2018, Eslite Bookstore in Suzhou held more than 5,000 cultural activities, attracting about 200 million visitors. The combination of culture and business made Eslite Bookstore one of the online celebrity labels in Suzhou.
In 2019, the TV series "Everything is Fine" attracted a large number of viewers to punch in Suzhou, the location of the filming. During the May Day holiday, thousands of tourists from all over the country came to Tongdeli No.7 in the drama "Su Jia Lao Zhai" and the "meat eater" restaurant on Pingjiang Road in the drama to visit and punch in for photos, and Suzhou was therefore labeled as an online red city.
1.5 Chongqing: "City of Tik Tok", "Capital of Cyberpunk" and unique mountain city scenery.
The road to online celebrity’s counterattack in Chongqing, first, benefited from the promotion of short video platforms and film and television works, combined with Chongqing’s unique mountain city scenery, to create a city IP exclusive to Chongqing; Second, the Chongqing municipal government actively uses marketing tools, grasps the cusp of the times, effectively promotes and provides satisfactory services to the public, and uses the development of tourism to drive the economy.
Chongqing has always been a famous historical and cultural city in China, with beautiful natural scenery and rich tourism resources.Chongqing’s going out of the circle is inseparable from the promotion and marketing of social media and the rise of short videos.Since 2016, popular film and television works, such as Passing Through Your World, Better Days and Rock-solid, have been selected for shooting in Chongqing, and the unique regional features of Chongqing have left a deep impression on the audience.
In 2018, the Liziba "Crossing the Building" Light Rail, Hongyadong Night Scene, the Wenchuang Garden of Erling No.2 Factory, and the Yangtze River Cableway …, short videos with these labels were widely circulated on major social media platforms. Taking Tik Tok as an example, the total broadcast volume of related videos in Chongqing reached 11.36 billion times, ranking first.According to the White Paper on Short Video and City Image Research, Chongqing was rated as the most popular "City of Tik Tok".
During the May Day holiday in 2018, Chongqing received 17.358 million domestic and foreign tourists, ranking third in the country. During the Dragon Boat Festival, the number of tourists at Hongyadong scenic spot reached 173,500, a year-on-year increase of 143.3%.
In 2019, the Chongqing Municipal Government launched the slogan "Bring the script to Chongqing, and leave other things to me" to provide free co-production services for the crew who came to Chongqing to shoot, and also provide a maximum amount of support of 2 million yuan for the films after the launch.In 2020, Chongqing dominated Chengdu, and the total number of tourists ranked first in the country.
1.6 Zibo: "Three-piece set of soul barbecue" and "barbecue with temperature"
Zibo, an "atypical" online celebrity city, is a unique barbecue food culture tradition in Zibo, which is cheap and good, and diners can enjoy the immersive experience of roasting while eating. On the other hand, the Zibo Municipal Government intervened in time and actively at the initial stage of the incident, guiding all forces to provide good service for tourists, and cooperating with various departments to provide a series of supporting measures for tourists, so that "Zibo Barbecue" became a "barbecue with temperature" and created a "warm", "hospitable" and "temperature" Zibo.
Zibo is located in the middle of Shandong Province, the ancient capital of Qi, the birthplace of Qi culture, and an ancient city with a long history and profound cultural heritage. At the beginning of March, 2023, a video of "College students taking a high-speed train to Zibo" in Tik Tok was played more than 5.25 million times, and it was not unusual to board a hot search. However, the characteristic form of "small furnace burrito" in Zibo barbecue attracted the attention of netizens. On April 8th, the video of Zibo Eight General Market, a fake blogger with millions of fans, was labeled as "reliable consumption", "no cheating" and "comfortable eating in 100 yuan per capita" for Zibo, which gained a wave of goodwill from the whole network. In the following month, more and more tourists came to Zibo to experience the "Zibo Barbecue", and the local government responded quickly with a series of measures: building roads overnight, adding 21 customized bus lines, carrying out food safety inspection, strengthening traffic guidance, releasing the barbecue map of Zibo, and boarding service for cultural and tourist cadres … In addition, in order to give foreign tourists a better experience, Zibo locals spontaneously reduced their "letting customers" behavior, and issued a travel guide for Zibo."Three-piece set of oven cakes with dipping sauce and soul barbecue", the top tourist industry in China in 2023 must belong to Zibo.
1.7 Harbin: "Hogwarts Harbin Branch", "Frozen Pear Setting" and "Pleasing Market Style" are designed for people.
Harbin’s going out of the circle is accidental and inevitable. On the one hand, this ice and snow capital has unique cultural tourism resources and has a strong tourist attraction itself; On the other hand, in the era of social media, the promotion effect of short video platform and online celebrity V has also contributed huge traffic to Harbin’s circle; In addition, the Harbin government’s service attitude of "everything is to meet the needs of tourists first" and the enthusiasm and sincerity of the people have won the reputation of the city and established a three-dimensional image of the city.
Harbin, the capital of ice and snow, is famous for its long history, unique ice and snow culture and ice and snow landscape. On December 18th, 2023, a "refund storm" caused concern. Due to the excessive number of people making reservations, many tourists were forced to "stop at the station" due to the overload of the Ice and Snow World Park, and a large number of tourists demanded to refund their tickets. The park immediately issued a letter to the tourists, sincerely apologizing and promising to rectify it overnight. The attitude of unconditional refund and positive response won the praise of netizens and the praise from the official media. At one time, Harbin tourism rushed to the hot search, which also opened the prelude to Harbin’s circle.
With the increase of tourists from the south, the locals affectionately call them "Southern Potatoes". Since then, in order to make tourists have fun, Harbin has made every effort to meet the needs of tourists: outdoor warm stations, frozen pears, artificial moons in Sophia Cathedral, flying horses stepping on ice, hot air balloons on the Songhua River ice, and carpets on the central street. Netizens continue to share short videos of their travels in Harbin, and the heat of making stalks continues.Harbin, a veteran heavy industrial city in Northeast China, will undoubtedly become the first top stream in the cultural tourism industry in 2024.
According to statistics, during the Spring Festival in 2024, Harbin received a total of 10.093 million tourists, creating a total tourism revenue of 16.42 billion yuan, both reaching historical peaks.
1.8 Xi ‘an: Millennium ancient capital, Yongxingfang "smashing bowls of wine" and "Datang city that never sleeps".
On the one hand, Xi ‘an’s going out of the circle stems from Xi ‘an’s rich historical background and cultural resources as a thousand-year-old capital. The accidental explosion of Yongxingfang’s "bowl of wine" has made Xi ‘an red, and it has also provided new ideas for Xi ‘an’s tourism promotion. On the other hand, Xi ‘an actively uses new media to spread, explore and publicize characteristic food, culture and historical resources, create its unique city IP through cultural innovation, and shape its image as an ancient capital with "national style and national tide".
Xi ‘an, the ancient capital of the 13th Dynasty with a long history and rich cultural resources, has always been a popular tourist city.Xi ‘an, as a city in online celebrity, originated from the explosion of a video of Yongxingfang’s "Bowling Wine" in Tik Tok.In 2018, a shop in Yongxingfang launched a bowl-throwing activity, where tourists bought a bowl of local rice wine and drank it, and then they could throw it on the floor. Some netizens filmed it and sent it to the Tik Tok platform. After seeing the video, more and more netizens came to Xi ‘an to experience a "bowl-throwing wine" and taste the "brush crisp". In 2019, after 90s, the number of short videos played by girls in Xi ‘an dressed in Tang Dynasty costumes standing on a tumbler was as high as 1.7 billion times, and "Miss Tumbler" once again set off a craze in Xi ‘an.
Since then, Xi’ an has created one cultural travel IP after another.In the city that never sleeps, the Tang Dynasty strolled along the "Ancient Poetry Road", experienced traveling with "Li Bai", climbed the city wall to experience VR "Looking at the ancient city from the air" and immersed in the "Twelve o’clock in Chang ‘an" in tang style. In Xi ‘an, tourists wearing Chinese clothes can be seen punching in and taking photos everywhere, and "wearing Chinese clothes and traveling in Xi ‘an" has become a current trend.
During the Spring Festival of 2023, Xi ‘an’s reception number and tourism income reached a new high. According to the data of the same journey, Xi ‘an ranked first in the country in the ranking of popular destinations of hotels.
2 Why are online celebrity cities out of the circle?
The word "online celebrity City" originated from social networks and first appeared in the form of online buzzwords. It refers to the fact that in the real and online world, cities are concerned by netizens because of some interesting, novel or attractive characteristics, making a number of cities well known on the Internet, thus making city brands concrete.Some observers pointed out that the development of online celebrity city has entered the 4.0 era, and online celebrity city’s going out of the circle in the 4.0 era is closely related to the rapid development of short video platforms such as Tik Tok, bilibili, Weibo and Xiaohongshu.In the past, most of the traditional online celebrity cities were international metropolises such as Shanghai and Hongkong, as well as typical cultural and tourist cities rich in tourism resources, such as Lijiang, Guilin, Xiamen and Sanya, etc., which are in contrast with the present online celebrity cities.Reflecting the current mobile Internet era, the public’s demand for tourism consumption has changed. At this stage, people are more inclined to pursue emotional experience, service experience and cost performance.
Online celebrity’s cities are usually accompanied by a certain scenic spot or event. Although there are different ways for city brands to circle, it can be found from the cases of these cities that there are some common elements behind the explosion of any "online celebrity" city. Observe and sort out the eight major online celebrity cities in China in recent years, and summarize three reasons why online celebrity cities are out of the circle:First, it has profound urban heritage and unique cultural and natural resources; The second is to grasp the media with the characteristics of each era and create a unique city IP and city label; Third, local governments strongly support and build a public service-oriented government.
The profound urban heritage and unique cultural and natural resources are the root of online celebrity’s urban development.The popularity of any city, the Internet is just a medium, the key lies in the excellent historical and cultural heritage and rich natural resources of these cities. The spread of online media and the marketing behind it only accelerate the history, culture and scenery of these cities to be known and familiar to the public. In recent years, with the rapid development of short videos and emerging media, Changsha, Chengdu, Chongqing, Xi ‘an and other cities have become popular on the Internet one after another. Careful observation shows that these out-of-circle online celebrity cities have their unique charm and advantages in history, culture and natural scenery.
For example, Changsha is the first batch of national historical and cultural cities in China, known as the "Famous City of Chu and Han" and "Hometown of Qujia", with historical sites such as Mawangdui Han Tomb, Yuelu Academy, Tongguan Kiln, etc. It is one of the cradles of the Reform Movement and the old democratic revolution in the late Qing Dynasty and one of the birthplaces of new democracy, and is called "the cradle of revolution, the red land and the city of heroes". These historical and cultural backgrounds have added to the city’s cultural journey. Chongqing is a famous historical and cultural city with rich cultural heritage and the birthplace of Hongyan spirit, which makes Chongqing have a distinct cultural background and spiritual coordinates. In addition, Chongqing is located at the intersection of the two rivers and has been a traffic fortress since ancient times. It is known as the "mountain city". Due to the ups and downs of the terrain, many buildings in the city are built on the mountain, and the unique geographical environment and modern urban construction in recent years make Chongqing’s buildings present a three-dimensional and multi-level structure. Harbin, online celebrity, which was popular all over the network in early 2024, is located in Heilongjiang Province in the northeast of China. As the birthplace of ice and snow culture, it is a city famous for its unique ice and snow scenery and Russian style. It has unique and superior natural endowments and rich ice and snow resources, including the world of ice and snow, Sophia Cathedral, Sun Island Park and Central Street every winter, attracting tourists from all over the world.
Grasp the media with the characteristics of the times and create a unique city IP and city label.In the era of traditional mass media, the city’s propaganda mainly relies on newspapers, magazines, radio, television and other traditional media, such as Lhasa, Guilin, Xiamen, Lijiang and other early tourist cities, which have excellent natural landscapes and cultural monuments and attract tourists from all over the country through newspapers, magazines, city videos and other means. In the new media era, the city’s propaganda mainly relies on the mobile Internet and spreads through QQ, Weibo, Post Bar and other platforms. A popular song, a hit movie and a hit TV series can often become the best propaganda of a city. For example, a "Chengdu" by Zhao Lei has spread all over the country, making Chengdu, which has a fashionable personality, even more popular. Going to Kuanzhai Lane and taking a walk in the streets of Chengdu has made too many people want it. In 2017, the "Modern China Tea Shop", which is popular in the milk tea industry, made Changsha an ideal punching place. Waiting in line for an hour to buy a cup of tea and colorful milk tea seems to be a landmark activity for traveling to Changsha; In 2019, the TV series "Everything is Fine" was a hit. The urban landscape with lakes and mountains, antique and white walls and tiles made Suzhou, the location of the scene, attract people’s attention again.
Nowadays, since the era of short video from the media, Tik Tok, bilibili, Xiaohongshu and other platforms have made the city’s publicity more intuitive and more extensive in the form of short video and live broadcast. For example, from 2017, a video of "Breaking a Bowl of Wine" in Yongxingfang, Xi ‘an exploded in Tik Tok, to 2019, the related video of "The tumbler in the city that never sleeps in Datang" was played more than 2.3 billion times, and the unique urban IP effect brought traffic flow with a cumulative increase of more than 50% to Xi ‘an. Xi ‘an has created one online celebrity IP after another through continuous cultural innovation. At the beginning of 2024, frozen pears, giant snowmen and ice slides, which were sold outdoors in the early morning in Northeast China, were widely spread on the Internet through short videos, such as "Southern Potato", "Erbin", "Flying Horse Treading on the Ice", "Hot Air Balloon on the Ice" and "Elunchun Compatriots Reindeer Show" …, and the entries about Harbin were screened on various hot search lists, attracting all over the country.
Local governments strongly support and build a public service-oriented government.From the circle of these online celebrity cities, we can find that the emergence of "online celebrity City" is inseparable from the hard work and strong support of the local government. In terms of policy support, the 14th Five-Year Plan for Cultural and Tourism Development in Chongqing (2021-2025) issued by the Chongqing Municipal People’s Government clearly points out that it is necessary to "promote the innovation of the system and mechanism of cultural and tourism integration", focus on establishing and improving the development mechanism of cultural and tourism integration, accelerate the structural reform of the supply side of cultural tourism, boost the cultural and tourism consumption market, and cultivate and expand the main body of the cultural and tourism market; We will formulate and introduce support policies for original intellectual property rights, further develop practical cultural and creative alliances, promote cultural empowerment tourism, and fully tap various cultural resources such as cultural relics, literature and art, and intangible cultural heritage. Jiangmen City, as the location of the TV series The Knockout, has made VR panoramic view of the scenic spots in Changdi historical and cultural block and the sign of punch-in point in order to further promote the integration of literature and tourism. Visitors can learn about the scenic spots in The Knockout and the cultural history behind them by scanning the code, and follow the plot to stroll through the century-old street and deeply feel the old times here.
In terms of building a service-oriented government, the topic of "Harbin takes out its family to entertain small potatoes in the south" makes netizens feel that the city is doing everything possible to serve and satisfy tourists. Because it is too cold outside in Harbin in winter, Harbin Cultural Tourism Bureau builds a warm station on the street for tourists to warm up and rest, provide hot brown sugar water for tourists, and local people spontaneously organize private cars to pick up and drop off tourists for free. Worried that southern friends can’t adapt to local eating habits, local restaurants have started to slice frozen pears and offer "sweet bean curd" more suitable for southern tastes. From improving infrastructure to providing differentiated services with southern characteristics, from government to merchants to citizens, Qi Xin has worked together to create a warm and sincere image of Harbin. After the "Zibo Barbecue" went out of the circle, facing the constant influx of tourists from all over the country, the Zibo Municipal Government immediately formulated and launched a series of measures to facilitate the people and benefit the people, including building roads overnight, opening a weekend round-trip "Zibo Barbecue Train", opening up scenic spots, and the government taking the lead in standardizing accommodation prices. It is committed to providing tourists with the best quality, thoughtful and cost-effective service, and has won a reputation with sincerity and enthusiasm.
3 online celebrity City Out of Circle Enlightenment
From Chengdu, Changsha and Xi ‘an, the old tourist cities that were out of the circle in the early days, to Zibo and Harbin, the niche cities that have been popular all over the network in recent years, the cities that have become popular with the help of Internet development opportunities are wave after wave. In 2023, under the hot topics such as "college students’ special forces outing" and "Citywalk", the rise of traffic economy led one after another "online celebrity cities" to go out of the circle, from Zibo, where the craze of "entering Zi to catch up with baking" and "barbecue cookies" brought fire, to Harbin, which went out of the circle with "southern small potatoes" and "frozen pears" and became the first top stream in 2024.Online celebrity’s cities turn online traffic into offline tourism enthusiasm through online circle-out. Although there are some accidental "falling traffic" elements in these cities’ circle-out, there are some inevitable logic behind the accident that is worth exploring and exploring.
Every online celebrity city shows the importance of publicity and publicity, and the fragrance of wine is also afraid of the depth of the alley. Only by grasping every opportunity under full preparation can we make a circle.In the initial era of traditional media, urban propaganda mainly relied on newspapers, magazines, promotional films, radio and other means; In the mobile Internet stage, the city will be brought into public view through QQ, Weibo, forums and other media; In the social media stage, with the rise of short video and live broadcast from the media platform, one city after another gained attention and became popular under the drive of hot topics and traffic. Although the media and modes of communication are different in different times, the essence behind them is publicity and marketing. Take Hongyadong, a scenic spot in online celebrity, Chongqing, as an example. As early as 2006, Hongyadong was fully completed and opened for business, but it suffered losses for five years in a row, and its operating condition was not good. Until 2016, with the rapid rise of China’s short video market, Hongyadong, which had been waiting for 10 years, finally ushered in a golden age with the help of short video. In 2018, Hongyadong’s peculiar architectural appearance and colorful night lighting were like the animation scene of the Japanese animated film Spirited Away Zhongyou House.
At present, in the era of Internet and self-media, an event that triggered a hot discussion and incited a topic is the starting point for online celebrity to go out of the circle.Miss tumbler in Xi ‘an, the city that never sleeps in Datang, the night view of Hongyadong in Chongqing, the light rail crossing the building in Liziba, the three-piece set of soul barbecue in Zibo, the "southern potato" and the "frozen pear dish" in Harbin all attracted attention and gained traffic from a novel event. With the hot topic marketing, online traffic was transformed into offline space. The rise of short video platforms such as Tik Tok has brought opportunities for many small cities to be seen and burst into flames. From the successful circle of Zibo and Harbin, we can find that the short video of Wenlv conveys the fireworks and warmth of the city through the mode of co-creation and interaction, magnifies the charm of the city and shapes the image of the city. This enlightens cultural tourists from all over the world that the construction of city image needs to have Internet thinking. Facing the current competitive environment, if you want to stand out from many cities, you not only need your own high-quality resources and city details, but also make good use of Internet media for publicity and marketing. You also need to let more people see and understand the city through the "online celebrity effect", so as to attract tourists and promote urban development.
The government should return to the service-oriented government, devote itself to creating a good market-oriented environment and strengthening urban infrastructure construction.Both Zibo and Harbin, the "starting point" for online celebrity’s cities to go out of the circle, originated from the fermentation of an online public opinion event, and the opportunity to promote the city’s popularity was the local government’s response and measures in the face of unexpected events. For example, a series of rapid rectification measures and sincere apology attitude of Harbin government and Ice and Snow World Park in the "refund" storm not only resolved the public relations crisis of Ice and Snow World, but also completely reversed public opinion, won word of mouth and attracted more netizens to visit Harbin. In addition, the contrasting image of Zibo Barbecue as a merchant in the "anti-counterfeiting" video of anti-counterfeiting bloggers has brought more attention to these two cities and won favorable comments and word of mouth. This has also brought enlightenment to local governments. It is very important to meet the needs of tourists and do a good job in service. Facing the storm of public opinion, a timely, sincere and concerned response attitude and effective measures to solve problems are crucial to the creation and maintenance of the city image.
Find the advantages and characteristics of the city, explore the regional cultural characteristics, pay attention to product and service innovation, and create personalized city labels and city IP.The biggest problem of online celebrity city is sustainability. From "online celebrity" to "Changhong", it is the key to keep the heat and attention continuously. A city’s short-term popularity may depend on the traffic brought by a communication event and a popular scenic spot, but if it wants to maintain its long popularity, it needs to strengthen its own urban construction, optimize the business environment, improve the level of public services and constantly innovate products and services. Take Xi ‘an as an example. As an old online celebrity city, the popularity of Xi ‘an has been increasing in such a fierce competition environment. On the one hand, Xi ‘an has rich tourism resources and historical and cultural heritage to attract tourists. On the other hand, it is because Xi ‘an has been constantly innovating cultural tourism and creating city-specific labels, deeply integrating cultural attractions with tourists’ tourism experience, and creating one unique city IP after another, such as "Datang Never Sleeps City" and "Chang ‘an Twelve-hour Theme Block". In addition, good infrastructure, such as convenient transportation system, perfect public service, sound medical and health system and price management system, is very important for the long-term development of the city, and it is also the basis for the city to maintain its attraction and prosperity.
