How to

　　transform online traffic into urban competitiveness

"Internet celebrity cities" can be "

changed

"?

(Online China)

　　In recent years, with the rapid development of short videos, the Internet charm index of cities such as Chongqing, Xi'an, Chengdu, and Hangzhou has soared.

The 8D magical interchange in Chongqing, the tumbler performance in Xi'an, the sea-view subway in Xiamen... these scenes with their own traffic have attracted a large number of tourists to share on the Internet.

Experts pointed out that behind the popular popularity, how to turn the traffic economy into an incremental economy and shape the real urban competitiveness is an important issue facing Internet celebrity cities.

　　"Internet celebrity check-in" is hot

　　Xiao Zhao, a Beijing girl who is engaged in the clothing industry, is keen to travel. She and a few friends like to "go and go". Before going to a place, they didn't make too many travel strategies. They often went to the destination and went to Douyin and other short videos. The platform searches for popular videos related to tourist destinations, and then happily “check in” with friends, or appreciate the unique natural and cultural landscape, or experience the marvelous historical and cultural customs, or taste the mouth-watering local specialties.

"Taking photos, shooting short videos, posting to Moments, and making vibrato is a must during travel."

　　In recent years, the rise of social networks has changed the travel habits of many people.

Whether it is a traditional scenic spot or an emerging landmark, once it has the "net celebrity" label, it will attract tourists to come here to take pictures or video to "check in."

　　Recently, the People’s Daily, People’s Cultural Tourism Research Institute and others released the “Top 20 Value Recommendation List of National Cultural and Tourism “Internet Celebrity Check-in Places”, recommending high-quality tourism resources from the three dimensions of attention, reputation and expert evaluation.

The 20 selected "net celebrity check-in locations" have the following characteristics: First, they must have a sense of beauty to meet the photography and camera needs of tourists, such as Sakura Avenue, Chaka Salt Lake, and Dongji Island; secondly, they can highlight their individuality and meet the needs of tourists to show their taste. Such as Chengdu THE BRIDGE bridge, etc.; in addition, it can provide a different tour experience to satisfy the freshness and sense of participation of tourists, such as Xiamen Seaview Subway, Xi'an Yongxingfang "Walking Bowl" and so on.

　　"The popularity of'net celebrity check-in sites' is largely due to the new media communication methods." said Xu Fengwen, chief planner of the Cultural Tourism Center of Tianjin University's Architectural Design and Planning Research Institute. People's demand for the participation and dissemination of internet celebrity scenes, It has been transformed from the original traditional viewing of urban landscapes to experiencing specific urban scenes.

　　Nowadays, more and more tourists publish short videos to exchange travel strategies and experiences.

Industry insiders pointed out that short video has become an important communication and expression tool, mobilizing tourists to record and discover the enthusiasm of the city's charm.

The reason is that, first of all, short travel videos are more intuitive, richer, storytelling, entertaining, and more able to impress others.

In addition, in the short videos taken by tourists, scenic spots and delicacies are often more down-to-earth, and they can get a closer taste of a city.

Besides, friends like to go to the "punch-in place", go to the punch-in place by themselves, and connect with each other in a brand-new way. This is also a new social form.

　　"Lens" creates an Internet celebrity city

　　A "net celebrity check-in place" to set fire to a city has become the norm today.

The "Better City Index: White Paper on the Relationship between Short Videos and City Prosperity" released by the China Academy of Urban Planning and Design and others show that city travel-related content on short videos can not only attract traffic online, but also drive offline "grass planting", over 80% Of Douyin users said they would “check in” because they like short videos in specific cities, scenic spots, and business districts.

　　Under the trend of new media communication, the "net celebrity check-in area" favored by young consumer groups 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 Internet Celebrity Check-in Place Selection" activity. The public can participate in recommendations and voting through the Internet to help their Beijing-style “Internet Celebrity”; Kunming has launched a "Cultural Travel Check-in Place" promotion activity to encourage citizens and Tourists are exploring new landmarks of the city; Chongqing holds a cultural tourism promotion event "Culture and Scenery Exposure", with the help of social media platforms to showcase the "face value" and "temperament" of the "City of Landscapes".

　　Some cities have been re-recognized by young people through emerging media platforms. Among them, short videos have become an important scene for creating new business cards for cities, opening up a new possibility for "lens" to create Internet celebrity cities.

For example, since July 2019, the Xi'an Datang Everbright City Scenic Area has designed two tumbler street performance art performances based on the Xi'an city mascots "Tang Bao" and "Tang Niu". Soon after, the performance of "Real Tumbler" Picachen became popular. .

On Douyin, videos under the topic "Miss Tumbler" have been viewed 2.77 billion times.

In this regard, Nan Chuxin, deputy director of the Internet and New Economy Professional Committee of the China Economic System Reform Research Association, said that compared with traditional urban landmarks, such tourism scenes are more modern, approachable, and culturally rich, and are influenced by the younger generation. The city’s “check-in” behavior based on characteristic IP has not only brought about an explosion of traffic and activated the local tourism economy, but also made the image of the scenic spot personify and youthful, and injected new momentum into the cultural tourism industry.

　　But in reality, there are also some areas that blindly follow the trend. For example, regardless of their own personalities and characteristics, copy and introduce tumbler performances, glass planks, sky mirrors, light shows and other "check-in" elements.

"Blindly chasing the real-time effects of the Internet, blogging out of position, blogging surprises, we must pay attention to prevent! In particular, we must prevent rushing, copying, and inconsistent name." Jin Yuanpu, director of the Institute of Cultural and Creative Industries of Renmin University of China, said in an interview. Each city has its own genes, and it must shape its unique image and temperament.

　　Fully "monetize" traffic

　　A few days ago, a platform released the "China's Trendy Economy · 2020 Top 100 Internet Celebrity Cities List" to measure the city’s “Internet Celebrity Level” from five dimensions including the Internet Popularity Index, Live Broadcast Index, Trendy Lifestyle Index, Industrial Development Index, and Impression Index.

The top 10 Internet celebrity cities selected are: Beijing, Shanghai, Guangzhou, Shenzhen, Hangzhou, Chengdu, Xi'an, Changsha, Nanjing and Chongqing.

Experts pointed out that the high popularity of Internet celebrity cities is actually the result of a series of factors such as urban cultural heritage, economic strength, population size and even technological progress.

　　"An Internet celebrity city is not only a city that is popular on the Internet. If an online celebrity city is to be popular for a long time and maintain traffic, it must form a high-quality development model." The industry believes that in the "attention economy" era, how to integrate the line The transformation of upstream traffic into the city's core competitiveness, and ultimately attracting the influx of people and forming an industrial agglomeration effect, is the ultimate goal of the city to create the "net red label".

　　According to Huang Hancheng, chief researcher of Smart Valley Trends, only those who gather through Internet traffic, such as tourists who consume, or those who come to settle down, can be regarded as Internet celebrities.

The influence of the “net celebrity effect” on the urban economy cannot be underestimated. For example, in recent years, Chongqing’s tourism fever has been at the forefront. In 2019 alone, there were 557 million tourists who visited Chongqing, achieving a total tourism income of 573.4 billion yuan.

　　In this regard, Jin Yuanpu said that to transform online traffic into real dividends, supporting facilities and public services must be in place, and more detailed work must be done in all aspects of urban development, especially tourism upgrading, and through new technologies and new technologies. The system construction of management and new operation continuously enhances the sense of experience, participation and integration of tourists.

Li Xueqin

Li Xueqin