1. In April, there were all diners waiting in line outside the barbecue shop in Muyangcun. IC picture
2. Hongye Shiyan Scenic Area in autumn. Xinhua news agency
3. During the National Day holiday, the China Ceramic Glass Museum was full of tourists. IC picture
4. Zhong Shuge in Haidailou has become Zibo’s new "punching place in online celebrity". IC picture
5. "Go into Zi and bake" Wenchuang products. IC picture
In March this year, Zibo stood at the forefront of China’s cultural tourism. Eight months have passed, and after the uproar, what happened to Zibo, which suddenly burst into flames? Southern reporters visited the site and found that Zibo is not just a business card of barbecue. China’s most beautiful bookstore, Swan Lake, Hongye Shiyan, Qi Great Wall, Zhoucun Ancient City, Yanshen Ancient Town, China Ceramic Glass Museum, Qi Culture Museum, Football Museum, Pu Songling Memorial Hall … There are too many interesting things in Zibo. Now Zibo is particularly beautiful, no longer crowded with people and hard to find a room, but the fireworks are still there and the human touch is still there. When everything returns to normal, this industrial city can just take advantage of the off-season to better integrate resources, and relevant departments are also making continuous efforts to make up lessons and upgrade this city with rich historical and cultural heritage.
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It’s not that the fire is gone, but it’s back to normal.
"Now, from Monday to Thursday, the capital is basically guaranteed. On weekends, business is better." Mr. Pan is the founder of Grey Taro Barbecue. Grey Taro is an old shop with a history of 15 or 16 years in Zibo. At present, it has opened three branches, one of which is in Crystal Street, which has the most tourists. "When the barbecue in Zibo is the hottest, the barbecue chef in the store is busy for twelve or three hours every day. The barbecue is sweaty and can’t stop. It is open until two or three in the morning every night." The mutton in Grey Wolf Barbecue Restaurant is all slaughtered now, and the price is also very affordable. Every person in 50 yuan can have enough food and drink. The store often introduces some preferential packages. At 168 yuan, there are four kilograms of sheep scorpion, 20 skewers of pork, 20 skewers of pork belly, 5 skewers of Chiba tofu and 2 packets of cookies. "Now many foreign restaurants come to the store to learn technology, including Tianjin, Shanxi, Hunan and other places." As for whether to make a chain brand that can be joined, Mr. Pan said that he has not yet thought about it. "We have three stores, and the scale is not large. The team has not yet been formed. Take your time." Mr. Pan said.
Shepherd Village Head Office is located in a food street in Zhangdian District. Indoor and outdoor, it has more than 200 dining tables, more than 30 waiters and can receive more than 1,000 diners. November 12th is a weekend. Although the weather has turned cold, the restaurant is still packed, and resident singers are singing pop songs for customers. The atmosphere is very lively. However, the situation of other barbecue shops in the food street is not optimistic, the attendance rate is only 20% to 30%, and some shops have closed down.
"We Zibo people eat barbecue in summer and hot pot in winter." Mr. Wang, a native of Zibo, told reporters. "The barbecue industry was originally earned for half a year and rested for half a year", and drinking beer in a string is a pastime in summer. Zibo barbecue is mostly open-air, which is cyclical and seasonal in itself. In autumn and winter, outdoor scaffolding, barbecue pits and small mazar can’t drive away the chill. Moving to the indoor space, the original fireworks and atmosphere, the emotional value brought by the string+disco dancing+performance will also be obviously attenuated. After the flow and temperature drop, the heat drop of Zibo barbecue is predictable. In many barbecue shops, the reporter also saw tourists eating hot pot.
The eighth overall situation also bid farewell to the mode of "people follow the crowd", and the road is no longer crowded. Visitors can leisurely buy special snacks here and punch in the Wenchuang store in Zibo. "The eighth overall situation was originally a farmer’s market for the convenience of the people, because’ no shortage of pounds, no slaughter’ has become the hottest spot in the national scenic spot, and we locals feel incredible. In fact, there are many farmer’s markets like Zibo." Jong Li, secretary general of Zibo Tourism Association, told Southern Reporter.
"Zibo may not be as hot as this year next year, but it will definitely be better than before." Hao Li, the project leader of Zhong Shuge, was busy with reception every day when Zibo was in the peak of tourism, and now she finally has time to calm down and do something more valuable: "We have added Jixia School, Haidai Lecture Hall, fashionable and young national cultural and creative zone and art space exhibition, and at the same time, we have integrated more Zibo cultural elements. Next, we will build the’ Shandong Handmade Zibo’ experience exhibition center, so that Zhong Shuge in Haidai Building will become a real cultural landmark."
Revelation 1
All people travel, and everyone in Zibo is working hard.
"The Forbidden City receives 40,000 tourists a day, and Haitai Building receives more than 50,000 tourists every day during the peak tourist season. Zhong Shuge is a full-time commuter who doesn’t rest. In order to ensure the safety of tourists, the government has stationed police, fire fighting, medical care, and a large number of volunteers to help us. Every day, we have to eat more than 10,000 yuan for light lunch. " Hao Li recalled the grand occasion of Zhong Shuge’s opening last year, and she was quite proud. "In order to open before the National Day, we have been working overtime, but the property management feels that it is impossible, because the day before the opening, hundreds of thousands of books have not yet been put on the shelves. We were busy until three o’clock in the morning and were crowded as soon as we opened the door. When it opened, the weather was not good. After three days of heavy rain, tourists lined up on the bridge with umbrellas. Some people got up at five in the morning and queued for three hours. Be sure to see what the most beautiful bookstore in China looks like. "
It is said that the most popular battle in Zibo can be said to be "a journey for all". Everyone in Zibo wants to contribute to the tourism in his hometown. My husband is resting at home on weekends, and his wife urges him to go to the railway station to meet people quickly. If there is a handsome guy with a height of 1.85 meters at home, he will take the initiative to send him to the street as a volunteer. These are the spontaneous behaviors of the citizens, who drive their own cars and send tourists to the shepherd village of the Eighth General Situation for free.
"I have several sisters, all office workers. On weekends and holidays, I will wear gloves to pick up garbage on the street. One sister also took her two children and went to the streets to pick up garbage together. I am very happy." Zibo locals said, "Everyone feels that it is a particularly proud thing to contribute to Zibo tourism." The reporter also heard such a thing: furniture hypermarkets like Easyhome were once open to tourists, and tourists who can’t find hotels or homestays can spend the night on the big bed or sofa in the store for free.
Li Shuming is the editor-in-chief of Auto Market Description, and he has a very good impression of Zibo. "When citizens see foreign license plates, they will take the initiative to give way, and parking is particularly convenient. They will not be copied, and no one will collect parking fees. During the hottest barbecue in Zibo, volunteers put milk, beef, mineral water and Coca-Cola on the front of foreign cars. I have traveled so many places, and only Zibo can do this. "
"Where did those handsome men who were 1.85 meters go later?"
"They returned to their original positions." This sentence by Jong Li, Secretary General of Zibo Tourism Association, is meaningful.
Revelation 2
Take the initiative to reflect on how to turn online celebrity into red.
"For a while, I was particularly reluctant to mention the word’ online celebrity’. online celebrity means hot, which means traffic, but it also means not long-term, which means it is difficult to sustain development." Qi Zhengkun, the chairman of Zibo Hongye Shiyan Scenic Area, is very young. Born in 1987, he is good at learning and understanding the consumption psychology of young people. Zhai Zhengkun visited many scenic spots in online celebrity, such as Shaanxi, Hunan, Henan and Yunnan, and talked with the person in charge of the scenic spots all night.
Hongye Shiyan has created many online celebrity products, the first of which is Zuimei just visiting. The tunnel is about 400 meters long, and various colored LED lights are used to surround the whole tunnel. The colors and shapes of the lights are constantly changing, and visitors walk in the colorful lights, as if crossing in time and space. Just visiting was packed when it opened, but after the novelty passed, fewer and fewer tourists went to punch in. Hongye Shiyan then launched online celebrity projects such as glass slide, crossing clouds, colorful slide, colorful glazed hanging plank road, glazed park, parent-child ranch, Happy Farm, Yanshenli, Dream Ring and Dream Tower.
The latest project is Shiyan Ancient Village, which is called "Little Lijiang in the North". The 700-year-old village has been upgraded in an all-round way, and it has become a fairy village with flowers and flowing water. The most beautiful time of Shiyan ancient village is at night, with mottled light and shadow, dancing with flowers, revealing the ancient rhyme and breeze in the haze, and rendering the romance of slow life wantonly, becoming the "poem and distance" at the door of Zibo people’s house.
In order to meet the diverse needs of tourists, Hongye Shiyan has renewed and upgraded the original projects such as Qi Cultural Corridor, Haibei Valley Music Square and Hongye Festival go on road trip, and added sunset coffee on the Great Wall, romantic parade of Ming wedding and Fulu commemorative seal.
Hongye Shiyan also joined hands with Shandong Self-driving Tourism Association and the provincial "first-line automobile brand" motorists’ association to jointly expand the market radius of go on road trip; Cooperate with Jiaolong General Aviation Co., Ltd. to create the "air tour -VIP pick-up" service. Visitors can take the French Airbus H125 helicopter to overlook the autumn scenery with "thick red leaves at the foot of the Great Wall" in the air, and then "fly through 10,000 mu of red leaves" through the 2020-meter high-altitude music drift to enjoy the ultimate play experience of land, sea and air linkage.
Continuous efforts have made Hongye Shiyan once again the "top flow" of the holiday, and the glass slide has set a new record of "queuing for three hours and drifting for ten minutes". According to public data, driven by the favorable situation of Jiwei Expressway and the demand of the cultural tourism market, the daily average passenger flow of Hongye Shiyan is 14,700, and Zibo continues to be listed in the list of popular holiday tourist cities. A short video "Your hometown, I’ll record it-Zibo" by tourist expert Fang Qi kiki spread all over the short video platform, and more than 400,000 praises once again let the public see the beautiful color of Shandong Wenlv Hongye Persimmon under the lens of Fang Qi.
Revelation 3
From fireworks flow to "reservation" of cultural tourism.
"The tourism industry is the most differentiated, and it is necessary to make its own characteristics and tastes. Zibo’s biggest business card is Qi culture. With Qi culture as the basic disk, it will innovate more forms of cultural expression and integrate it into landmarks, scenic spots and even hotels and accommodations, which can further strengthen Zibo’s cultural symbols." Wu Bihu, director of Peking University Tourism Research and Planning Center, said this at the China Conference on Cooperation and Development of Cultural and Tourism Enterprises.
As the birthplace of Qi culture, Zibo has always been full of books. In this land, not only great works such as Guanzi, Yanzi Chunqiu and Strange Tales from a Lonely Studio have been born, but also literary giants such as Zuo Si, Pu Songling, Wang Yuyang and Zhao Zhixin. The scholarly Zibo is an imprint engraved in the bones of this city.
After the "phenomenal" barbecue in Zibo became popular, Zibo City spent nearly half a year on the overall promotion and self-reform of cultural tourism: the interpretation of Qi culture, the upgrading and transformation of scenic spots, and the innovation of cultural tourism format … In fact, as early as the initial layout, the directors of cultural tourism in Zibo City and all districts and counties boarded the "G9321 barbecue train" and became "Zibo cultural tourism recommendation officers" to promote Zibo cultural tourism to passengers, thus providing tourists who came to Zibo.
During the most popular "May Day" holiday, Zibo has carried out more than 40 performances of online and offline cultural activities, including "Just in Zibo Urban Art SHOW", creating a strong holiday atmosphere for tourists. At the same time, in order to create diversified cultural tourism products, Zibo has held dozens of themed activities such as cultural tourism festival, gourmet music season, bonfire party and flower festival to enrich night experience scenes. Six popular scenic spots such as Zibo Ceramic Glass Museum, Hongye Shiyan, Yanshen Ancient Town and Zhoucun Ancient Mall have opened night tours.
On November 8th, the cooperation and development conference of China cultural tourism enterprises was held in Zibo. On the evening of November 7th, the activity of "Chasing the Light of Haidai Building and Wonderful Zibo Night" shone on the eve of the opening of the conference. The guzheng ethereal drum dance "The State of Etiquette" and the five-tone opera "Watching Lights by Zhao Meirong" performed by nearly 100 actors have culturally combined the guzheng performance with Zibo five-tone opera, and a collision between etiquette and elegant music and national-level intangible heritage has continuously ignited the passion of the audience, leaving deep memories for the guests from all directions gathered for this grand event.
"I came to Zibo early before the meeting. Others came to see Zibo. I came to learn from it." Wei Xiaoan, chief expert of the World Tourism Cities Federation and deputy director of the National Leisure Standardization Technical Committee, said this. In fact, there are many experts, scholars and people in the industry like him. Everyone has been longing for Zibo for a long time and wants to know the traffic password behind this city’s phenomenal circle.
Revelation 4
Not only barbecue, but also a slow life that makes people linger.
The deepest impression of tourists on Zibo is not barbecue, but local culture and slow life. He and his friends kayaked in the Swan Lake Scenic Area in Zibo. "When the paddle gently crossed the water, it made layers of ripples, as if everything had slowed down. We can see every subtle change in the lake, hear every whisper in the wind, and feel the truest and quietest charm of nature. When you really slow down and establish a deep connection with nature, your body and mind become particularly comfortable. "
All the way south Kazamoto thought it was just a barbecue place, but even the museum was crowded with people. What impressed me the most was China Ceramic Glass Museum. When he first arrived in Zibo, he heard the tour guide say that it was very difficult to book tickets for China Ceramic Glass Museum because there were too many tourists. Only when he entered the museum did he know that the excitement was even more exaggerated than he thought. There are so many tourists, on the one hand, it is the online celebrity effect of Zibo, on the other hand, it shows that there are so many treasures inside.
It is unimaginable that a professional museum can be so popular in many places. Zibo has been the capital of porcelain since ancient times, and there are countless fine products made by skilled craftsmen. It is understood that China Ceramic Glass Museum is the largest museum with the theme of ceramic glass in China, with an exhibition area of 20,000 square meters, a collection of 25,000 pieces and more than 16,000 pieces of various exhibits. Guqi Hall, Ancient Porcelain Hall, National Kiln Hall and National Cuisine Hall are all the exhibition halls that Nanfeng likes all the way, and it is not enough to visit carefully for half a day.
data
According to the statistics of customers of Guangzhi Travel under Lingnan Business Travel Group, the popularity of Zibo continued from May to August, and the customers of products with "Zibo" lines accounted for 65% of the total customers of Shandong products. Tourists mainly wanted to punch in the "eight overall situations" of online celebrity Food Street in Zibo-wheel cakes, roasted cold noodles, fried meat in Zibo, old-fashioned snacks in Boshan, etc., and experience a different new way of barbecue-adding dip in the cookie oven. At the same time, June-July is the cherry season in Shandong, and the product "Shandong Cherry Zibo Barbecue" is the most popular among tourists. Judging from the data of Zibo’s customer reception from September to November, "Zibo Tourism" has dropped significantly compared with "peak season". Many tourists will choose the joint tour routes such as "Ode to Panorama" Shandong, Qingdao, Zibo, Penglai, Jinan and Shuangfei for 6 days, "Boutique Group Qingdao, Weihai, Penglai, Zibo and Shuangfei for 6 days" to punch in Zibo, instead of the main destination.
sound
Online celebrity city has hit everyone’s needs, with short time, low consumption and low threshold. Compared with tourism, it prefers leisure. On the one hand, these cities in online celebrity are low in price and high in cost performance, which caters to the psychology that consumers want to go out but don’t want to spend too much. On the other hand, the local government also seized the opportunity and created a better consumption environment.
—— Zhou Mingxi, founder of Jingjian think tank
After the fire in Zibo, the biggest beneficiary is OTA, because most of the tourists who come to Zibo are young people who travel freely. They book high-speed rail tickets and hotels through OTA, and OTA’s response speed is also very fast. When you open the webpage, you will see guidelines such as "Nearly the Eighth General Situation, Shepherd Village and Haidai Building" on it. As a traditional travel agency, we should think about how to innovate quickly and make tourism products more suitable for young people.
—— President of Zibo Tourism Association
Many local people feel incredible about the popularity of the eighth overall situation, but it is reasonable to think about it carefully. Barbecue culture is popular in most cities in China, and only Zibo has accidentally integrated human feelings without any sense of disobedience. "Roasting in Zi" not only tastes the barbecue, but also has a strong human touch. In a word, anyone who comes to Zibo will be moved by the simple folk customs and cordial service here.
-tourist talent all the way to the south wind
Reporter’s notes
"Pick up" a foreign guy as a "barbecue partner"
"It’s a paradise here". MAMUN, a Bangladeshi, was admitted to the MBA of Shandong Agricultural University. Because it was his first time to go to Zibo, on the plane from Guangzhou to Jinan, he began to ask the flight attendants how to go to Zibo after the plane landed. After hearing their conversation, a young man surnamed Wang next to him offered, "I am from Zibo, and I just want to go home. Just come with me." The reporter also joined in. "I’m going to Zibo, too. My friend will pick me up at the airport and I can send you back on the way." Although the language is unreasonable, with the help of translation software, everyone is still chatting very happily. Bangladeshis like to play football and have long admired Zibo barbecue. "BBQ!"
The first meal in Zibo must be a barbecue! MAMUN ate Zibo barbecue for the first time, and he was a little confused when he saw flour cakes and shallots. Xiao Wang taught him how to roll cakes and dip in sauce.
"Let foreign friends see what Zibo is!" Shandong brothers in the barbecue shop are also enthusiastic and actively spread Zibo’s barbecue culture to foreign friends.
Every day in Zibo, I feel particularly happy. Zibo people are very enthusiastic. When asking for directions, young people will take the initiative to lead the way, and when taking photos, the grandfathers will also cooperate.
After taking us to the eighth overall situation and eating Boshan cuisine, Jong Li, secretary-general of Zibo Tourism Association, made a special detour and took us to visit the municipal government of Zibo. "Is it particularly simple and has the taste of Jiao Yulu?" Jong Li particularly emphasized that Jiao Yulu was a native of Zibo. After working in Lankao for two and a half years, he collapsed and died.
Special topic writing: Southern Reporter Xu Kun