China News Agency, Chengdu, June 19 Telegram title: Chengdu "Zongzi Street": Wife spelling "Live Broadcast + Cultural IP"
China News Agency reporter He Shaoqing
As the Dragon Boat Festival approaches, Liang Xingbi, the "daughter of dumplings", as usual, will display Bao Zong's "unique life" on Maan East Road in Chengdu. Different from previous years, she was attracted by not only diners but also netizens at home and abroad.
"Twenty years ago, we only had three flavors: salt and pepper, white flavor, and bean paste. Now, almost every merchant here will pack more than ten kinds of zongzi. This year, our 1 pound "super big zongzi" also added 3 flavors. Liang Xingbi introduced to more than 70,000 viewers on the other end of the phone.
This year Liang Xingbi Zongzipu's online sales accounted for about 40% of all sales, which was double that of last year. In Liang Xingbi's view, live broadcasting can make consumers more intuitively feel the production process of dumplings.
The street where Liang Xingbi’s shop is located is called "Zongzi Street". Over 30 years ago, four retired female workers set up a dumpling stand on the side of the road and set fire to the zongzi business in this street. Today, "Zongzi Street" is less than 100 meters away. It has been extended to more than one thousand kilometers. Various dumplings named after the "pom" can't be seen at a glance. The dumpling workers sit under the sycamore tree. A pot of dumplings stacked on a long table blows fans to wait for the diners.
Like Liang Xingbi, many Zongzi shop owners in the small street walked into the live broadcast room to "take goods". Huang Suining, who participated in the live broadcast, said that since the store was opened for more than 20 years, only three days before the Dragon Boat Festival was the peak sales season, and now the dumplings are not only festive food, but also given more culinary attributes by the citizens who live better.
If the live webcast makes the "cloud" far away, IP customization adds a cultural footnote to the "old Chengdu". He Fengqin, secretary of the Maan East Road community, introduced that last year the community invited a professional team to customize color paintings for each store, depicting the stories of the wives selling dumplings. In addition to helping merchants promote online this year, they also plan to build some of the wife's dumplings shops as "net red shops" under the premise of strengthening prevention and control, driving the sale of dumplings along the entire street.
As the "Daughter of Kaishan" in the "Zongzi Street", 95-year-old Zhou Qiyu still retains the old habit of coming to the street during the Dragon Boat Festival-in addition to guiding children and grandchildren to make dumplings, they also gossip with old customers. The cartoon pattern of her dumplings was painted on the outer wall of her dumpling shop.
"I have been making dumplings here for more than 30 years. I have feelings for this street, for zongzi, and for old customers." Zhou Qiyu said that her children only sent several large boxes of zongzi to Xinjiang through the Internet that day. The "Three Generations of Rice Dumplings" at home now also have their own young customers and friends, hoping that these emotions will be passed down from generation to generation just like the rice dumplings.
Now is the most lively time of "Zongzi Street", in addition to the diners who are looking for fragrance, there are also many Internet professionals who come here to experience the "freshness" of the Dragon Boat Festival.
"When I came here the day before yesterday, a passionate grandmother invited me to eat her dumplings. Many old irons in the live room left a message after seeing it and asked me to use video to take them to "cloud shopping." Poland with 3 million fans After eating a chicken dumpling, young man Philip took the selfie stick and went to the next place. (Finish)