In the Internet age, the Internet celebrity punch card is emerging in an endless stream-

Are you planted today?

  Our reporter Zhang Xue, intern Niu Yingbo

  "During the Spring Festival holiday, I saw a few friends unannounced on their mobile phones to'bake' ice cream in the shape of the Hall of Prayer for Good Harvests. The child felt it was fun and kept clamoring for it. Today, I came here to'pulling the weeds.'" February 27, home Wang Xuan from Puhuangyu District, Fengtai District, Beijing, took his children to the Temple of Heaven Park.

In the early spring, Beijing was warm and cold, but it could not stop the enthusiasm of tourists. He held a group photo of ice cream with the Hall of Prayer for Good Harvests not far away, and then posted it on social media. After continuous fermentation on the Internet, the low-key and steady Temple of Heaven has recently Become a hot “net celebrity”.

  Going to the Internet celebrities to check in and experience it is becoming a way of leisure for many people during holidays.

In the Internet age, whether it is delicious or fun, it is possible to become popular through a photo or a small video, planting grass in the hearts of countless people, harvesting traffic, and creating huge consumption possibilities.

The old power faction turns into a new Internet celebrity

  The restaurant that launched Qi Nian Dian ice cream is a restaurant called "Pray Valley·Taste of Temple of Heaven", located near the Echo Wall of Temple of Heaven Park. Soon after its low-key opening, it became an Internet celebrity without expectation.

According to the staff, several ice creams with prices ranging from RMB 25 to RMB 29 have an average daily sales of more than 1,000.

  Also becoming an Internet celebrity along with the restaurant is the "Tiantan Fuyin" located near the east gate of the park.

At 5 pm on February 27th, a line of 20 or 30 people lined up at the entrance of this beverage store. The store was full of tourists. Five staff were busy in front of the ordering table and the making table. One of the staff introduced that the store The most popular drink requires about 20 minutes to wait.

In addition to drinks, this store also sells snacks such as cakes and chocolates, all of which incorporate auspicious shapes such as the Temple of Heaven symbol and the word "Fu".

  After getting the coffee and coming out of the shop, Sun Liu and girlfriends, who live in Jinyuchi Community, Dongcheng District, Beijing, took selfies under the red background wall of "Tiantan Fuyin".

In her opinion, the Temple of Heaven as a landmark attraction in Beijing does not need traffic to prove itself. "This time it became popular on the Internet, mainly because the cultural symbol that can represent the Temple of Heaven has been transformed into a cultural symbol that can eat, drink, and share photos. The products made us feel interesting, and the price is acceptable to ordinary people. Even people like me who grew up on the edge of the Temple of Heaven can’t help but come in and spend their money.”

  This Spring Festival, the Henan Museum is out of the circle. In addition to the treasures of the nine town halls, the archaeological blind box that visitors will never forget is an archeological blind box. This blind box looks like a "soil knot" from the outside. You need to get the inside. Baby, you need to dig a little bit by yourself with the “Luoyang shovel” that is scaled down and reproduced. The baby you dig out may be fine imitation bronzes, ingots, or bronze mirrors and jade.

Many netizens posted their "archaeological" process on the Internet, making this unique blind box popular on the Internet.

In order to cope with the hot sales during the Spring Festival, starting from February 10th, 12,000 of this product will be on the shelves online at a time, and it has been sold out on February 15th. There are 500 appointment numbers available offline every day, and the purchase limit is 3 per person. Still sold out of stock.

Growing grass online and offline gathering popularity

  Wang Lin, a consumer who works in a kindergarten in Beijing, has plenty of winter and summer vacations every year. It is a pleasure for her to travel with family and friends during the vacation and "walk around and eat".

"During the Spring Festival, I saw someone posting a short video of Mentougou Shenquan Gorge Ice Falls Scenic Spot. I thought it was quite fresh. I invited a friend to go with me the next day." Wang Lin said, turning on the phone now, a lot of fun, delicious, and lively "I will collect it when I see those who are interested, and I will choose to punch the card in my free time."

  In recent years, new communication methods such as short videos and live broadcasts have emerged. Easy and interesting content and travel-related content have become popular. The combination of online content and physical industries is helping offline destinations to gain more attention. Including traditional tourist attractions, museums, etc., but also many emerging "small and beautiful" boutique experience projects.

  Netizen "Qin Tian Sunning" is a person who is good at "planting grass". He is a signed traveler of Ctrip.

During the Spring Festival this year, various localities advocated celebrating the New Year on the spot. "Qin Tian Sunning" shared a guide post on "New Year's Day in "Zhejiang", Starry Sky Astronomy "Mercury Purple" First" in the Ctrip community, introducing the skiing on the prairie in Anji, Zhejiang. Field and starry sky astronomy hotel.

Eating, drinking, living, traveling, and playing are explained in detail, coupled with exquisite pictures and personal experience, which made this guide ranked first in the Ctrip community hot list during the seven-day Spring Festival holiday, attracting nearly 150,000 People watching.

"Qin Tian Sunning" said that he is a person who likes to travel and love to share. "Those who like to play but don't have time, those who want to play but don't know where to go, those who want to go out but can't move forward, these three types People can be'planted grass'".

He hopes that his sharing will enable people who don't have time to travel to travel with him, feel the scenery and happiness of the journey, and make people who like to travel more proficient in traveling and find ways to save money and worry.

"Qin Tian Sunning" believes that short videos can present the beauty of the destination in a short period of time, and the form of graphics is more suitable for recording and sharing the feelings of the journey, and the rise of live broadcasting can enable people with travel purposes to consume immediately.

  The 22-year-old Ctrip anchor kk, whose job is to take everyone to check in scenic spots, hotels, restaurants, etc. through live broadcasts.

He said that a 40-minute live broadcast usually attracts about 500,000 people watching it, and it is not easy for everyone to grow grass, generate consumer demand, and create an Internet celebrity phenomenon.

"It is necessary to think in another way, from the consumer's point of view, to understand where the buyer's focus is. At the same time, a lot of meticulous work needs to be done in the early stage to truly discover the charm of specific products such as scenic spots, hotels, restaurants, etc., in order to highlight the characteristics in the shooting process. , To respond to consumers’ various problems in the live broadcast, so that everyone wants to experience and consume after watching."

Whether the market test is short-lived

  kk feels that just like many people rely on navigation when they go out, more and more people are now accustomed to obtaining information from the Internet and referencing others' recommendations to make their own choices.

With the rise of various online platforms, people may become grass-growers while being planted with huge amounts of information.

The behavior habit of loving recording and sharing has provided the foundation for the birth of the internet celebrity check-in place.

  With the upgrading of consumption, the other end of the market, whether it is a tourist destination or a business, is more concerned about how to impress consumers than before, and the Internet has become an increasingly inseparable means.

Yangmeizhu Xiejie-Many foreign tourists come to Beijing to visit a "net celebrity alley" where they like to punch in. Zhang Zhongqiang, a representative inheritor of "Beijing Colored Sculptures" and a Beijing resident, runs an "Old Beijing Rabbit Ye" shop in it. He will be shaking Publish a short video introducing your product on the audio.

"It is possible to promote cultural symbols and memories of a region without being restricted by time or region, so that more people can understand the rabbit, which is also good for product sales." Zhang Zhongqiang said.

  On another level, the development of the Internet celebrity economy is becoming an important starting point for expanding consumption in various places.

For example, last year, in the "Opinions on Accelerating the Cultivation and Growth of New Business Forms and New Models to Promote the High-quality Development of Beijing’s Economy" issued by the Beijing Municipal Party Committee and Municipal Government, it was clearly stated that "to cultivate and develop a group of Internet celebrities to check-in new landmarks to meet the needs of young fashion consumers. demand".

Fujian has also introduced relevant measures to encourage localities to create a number of night-time neighborhoods for Internet celebrities and night-time travel check-in points to drive night-time consumer popularity and traffic, and increase offline consumption.

  However, whether the endless stream of Internet celebrities are short-lived or lasting depends on the market and consumers.

According to the understanding of "Qin Tian Sunning", the so-called internet celebrity, "the Internet is the basis of communication, but from a fundamental point of view, the destination must truly make people playable, see, and feel, and attractions or hotels must be continuously improved. Our own hardware conditions can provide tourists with meaningful vacations in accordance with local conditions. On this basis, "planting grass" is the icing on the cake, not the king's wife selling melons."

The "net" of an influencer should not only be the "net" of the Internet, but should also include a family-like "human relationship network". "Attractions are important to tourists, hotels to residents, and talents to fans. The "human touch" service is very important. , Is the foundation of trust and nostalgia, and'red' is nothing more than a process of mutual achievement."

As for internet celebrity consumption, "Qin Tian Sunning" believes that the concept of "rational and capable" should be advocated. "There is no need to worship the so-called'luxury.' Within the scope of your ability, you can experience better travel quality. The gameplay can be varied, and the ultimate goal of travel should be to "get something"."