How do online celebrity cities grow red？ Turn online traffic into urban competitiveness
In recent years, with the rapid development of short videos, the network charm index of cities such as Chongqing, Xi ‘an, Chengdu and Hangzhou has soared. Chongqing’s 8D magic interchange, Xi ‘an’s tumbler performance, Xiamen’s seaview subway … … These scenes with their own traffic attract a large number of tourists to spread and share on the Internet. Experts pointed out that behind the hot popularity, how to turn the flow economy into an incremental economy and shape the real urban competitiveness is an important issue for online celebrity cities.
"online celebrity punching place" is hot
Xiao Zhao, a Beijing girl who is engaged in the clothing industry, is keen on traveling. She and several friends like to "walk away". Before going to a place, she didn’t do much travel strategy. Often, when she arrived at her destination, she went to Tik Tok and other short video platforms to search for popular videos related to the tourist destination, and then happily "punched in" together, or enjoyed the unique natural and cultural landscape, or felt the wonderful historical and cultural customs, or tasted the mouth-watering local specialties. "Taking photos, taking short videos, making friends circle and trembling sound are must-do in travel."
In recent years, the rise of social networks has changed many people’s travel habits. Whether it’s a traditional scenic spot or a new landmark, once it has the label of "online celebrity", it will attract tourists to take photos or take videos to "punch in".
Recently, People’s Daily People’s Cultural Tourism Research Institute and others published the TOP20 Value Recommendation List of "online celebrity Punching Places" for National Cultural Tourism, recommending high-quality tourism resources from three dimensions: attention, reputation and expert evaluation. The selected 20 "online celebrity Punching Places" have the following characteristics: First, they must have aesthetic feeling to meet the needs of tourists for photography, such as Sakura Avenue, Chaka Salt Lake and Dongji Island; Secondly, it can highlight personality and meet the needs of tourists to show their taste, such as THE BRIDGE covered bridge in Chengdu; In addition, it can provide different tour experiences to satisfy tourists’ sense of freshness and participation, such as Xiamen Seaview Subway and Xi ‘an Yongxingfang "Bowling Wine".
“‘ Online celebrity punching place ’ The popularity is largely due to the new media communication methods. " Xu Fengwen, chief planner of the Cultural Tourism Center of Tianjin University Architectural Design and Planning Research Institute, said that people’s demand for the participation and dissemination of online celebrity scenes has changed from the traditional view of the city to the experience of specific city scenes.
Nowadays, more and more tourists release short videos to exchange travel strategies and experiences. Insiders pointed out that short video has become an important communication and expression tool, which has mobilized the enthusiasm of tourists to record and discover the charm of the city. The reason is, first of all, because short travel videos are more intuitive, richer, story-telling, entertaining and more impressive to others. In addition, in the short videos taken by tourists, scenic spots and food are often more grounded and can appreciate a city at close range. In addition, friends like to go to the "punch card place", and they also go to make a card and connect with each other in a brand-new way, which is also a new form of social interaction.
"Lens" makes online celebrity city.
Today, it has become the norm that a "online celebrity punching place" is a city with fire. The White Paper on Beautiful City Index: the Relationship between Short Video and Urban Prosperity published by China Urban Planning and Design Institute shows that the content related to urban travel on short video can not only drain online, but also drive offline "planting grass". More than 80% of Tik Tok users said that they would "punch in" because they like short videos of specific cities, scenic spots and business districts.
Under the trend of new media communication, the "punching place in online celebrity", which is favored by young consumers, has great potential in enhancing the popularity of cultural tourism brands. To this end, various localities have launched relevant measures to activate and promote cultural tourism resources. For example, Beijing recently launched the "First Beijing Net Red Punch Site Selection" activity, where the public can participate in recommendation and voting through the Internet to help their own Beijing-style "online celebrity"; Kunming launched the promotion activity of "punching places for cultural tourism" to encourage citizens and tourists to explore new landmarks in the city; Chongqing held the promotion activity of "Sun Culture Sun Scenery" to show the "face value" and "temperament" of "City of Mountains and Waters" with the help of social media platform.
Some cities have been re-recognized by young people through emerging media platforms. Among them, short videos have become an important scene to create new business cards for cities, opening up a new possibility for "lens" to create online celebrity cities. For example, since July, 2019, Xi ‘an Datang City Scenic Area has designed two street performance art performances of tumblers according to Xi ‘an city mascots "Tang Bao" and "Tangniu", and soon the performance of "Real Tumbler" Picachen became popular. On Tik Tok, the video under the topic of "Miss Tumbler" has been played 2.77 billion times. In this regard, Nan Chuxin, deputy director of the china society of economic reform Internet and New Economy Professional Committee, said that compared with traditional city landmarks, such tourist scenes are more modern, approachable and cultural, and are favored by the younger generation. This kind of city "punching in" behavior based on characteristic IP not only brings traffic explosion, activates the local tourism economy, but also personifies and rejuvenates the image of scenic spots, which injects new kinetic energy into the cultural tourism industry.
However, in reality, there are also some areas that blindly follow the trend. For example, regardless of their own personality and characteristics, they copy and introduce "punch-in" elements such as tumbler performance, glass plank road, sky mirror and light show. "Blindly chasing the real-time effect of the network, being out of position and being surprised, we must pay attention to prevention! In particular, it is necessary to prevent rushing headlong into it, copying it, and mismatching the name. " Jin Yuanpu, director of the Institute of Cultural and Creative Industries of Renmin University of China, said in an interview that every city has its own genes, and it is necessary to shape its unique image and temperament.
Fully "realize" the traffic
A few days ago, the "Top 100 online celebrity Cities in China Tide Economy 2020" published by a certain platform measured the "online celebrity Degree" of a city from five dimensions: network popularity index, live broadcast index, tide life index, industrial development index and impression index. The top 10 cities in online celebrity are: Beijing, Shanghai, Guangzhou, Shenzhen, Hangzhou, Chengdu, Xi ‘an, Changsha, Nanjing and Chongqing. Experts pointed out that the high popularity of online celebrity city is actually the result of a series of factors, such as urban cultural heritage, economic strength, population size and even scientific and technological progress.
"online celebrity city is not only a city that is popular on the Internet. A online celebrity city must form a high-quality development model if it wants to be red for a long time and keep its traffic. " The insiders believe that in the era of "attention economy", how to transform online traffic into the core competitiveness of the city, and finally attract the influx of people and form an industrial agglomeration effect is the ultimate goal of the city to create a "online celebrity label".
According to Huang Hancheng, the chief researcher of Zhigu Trend, only when people gather through Internet traffic, such as tourists who spend money or talents who come to settle down, can online celebrity be regarded as a city. The "online celebrity Effect" can’t be underestimated, for example, in recent years, Chongqing’s tourism fever is among the highest, and in 2019 alone, 657 million people visited Chongqing, achieving a total tourism income of 573.4 billion yuan.
In this regard, Jin Yuanpu said that in order to turn online traffic into real dividends, supporting facilities and public services should be in place, and more detailed work should be done in all aspects of urban development, especially in the upgrading of tourism. Through the system construction of new technologies, new management and new operations, tourists’ sense of experience, participation and integration will be continuously enhanced.