Social media views hit 1 billion+, and small street restaurants have reached the top of consumption
Decoding the “new traffic economy” behind Tianshui Malatang
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Since the beginning of March, Malatang in Tianshui, Gansu unexpectedly went out of the market, becoming another "consumption legend" in the Chinese consumer market after Zibo Barbeque and "Erbin" Ice and Snow. Tianshui Malatang became popular all over the Internet, allowing people to once again see the "prehistoric power" of the traffic economy in the digital age.
Since the beginning of March, the spicy hotpot in Tianshui, Gansu unexpectedly went out of the market. Tourists and food bloggers from all over the country have flocked in and traveled thousands of miles to enjoy the hot hotpot. Tianshui Malatang has become another "consumption legend" in the Chinese consumer market after Zibo Barbecue and "Erbin" Ice and Snow, allowing people to easily touch the surging "new traffic economy".
"New traffic economy" does not reject human fireworks
Data shows that as of March 16, the total number of views of Tianshui Malatang on major social media has reached 1 billion+. It can be said that you can pick up your mobile phone and watch a video that "can make people drool across the screen."
The initial version that unexpectedly broke out of the industry was actually quite unexpected - the video had no packaging, no planning, and no promoters, it was pure "three no's" self-media.
The story begins on February 13, the fourth day of the first lunar month. A female college student with the online name "One Cup of Liang Baikai" went home to celebrate the New Year. Perhaps she couldn't stand the greasy food and meat during the Spring Festival, so she found Malatang on the street and took a photo while eating. .
That night, she captioned the video with 11 words: "It is recommended that Gansu Malatang be popularized nationwide." It seems that this video, which is more than 2 seconds long, has only one shot, and "pretends" to be three or five bowls of spicy soup, is too rough, so I just "say the important things three times."
Unexpectedly, the video, which was repeatedly edited to 7 seconds, hit the sensitive nerves of the "new traffic economy" and gained 13,000 followers overnight. In the following 20 days, it received 1.38 million hearts, more than 250,000 comments, and more than 1.91 million retweets, bringing the first wave of popularity.
Entering March, spring is warm and flowers are blooming. Tianshui Malatang is once again "the god". Tourists from all over the world flock to it. Bloggers and big Vs from all over the world join in to fuel the passion. Some celebrities in the cultural and economic circles are also "happy". "Participating", discussing Tianshui's history, past and present, culture and economy.
At this point, Tianshui Malatang is completely popular, and its popularity is unstoppable.
It is undeniable that Tianshui Malatang’s “fire” has benefited from the overall rise of emerging technologies such as big data, cloud computing, artificial intelligence, and 5G communications, as well as the integration and innovation of new retail, new catering, and new cultural tourism at the application level.
If a bowl of low-priced, affordable, rich and popular Malatang can become so popular, then with the blessing of the "new traffic economy", any "consumption legend" is possible.
Perhaps Tianshui Malatang is just a set of "emojis" that reflect this year's economic rebound, steady recovery in consumption, and increasing market vitality.
No matter how small a business entity is, it is possible for it to become a top player
After half a century of life and 30 years of opening a store, Ha Haiying would never have imagined that the 20-square-meter shop she runs, Haiying Malatang, would reach its current "peak of life" if no "accidents" occurred.
In March, Ha Haiying started preparing ingredients at 6 o'clock every day, and was busy shopping, washing and cutting until he opened the store at around 10 a.m. Two or three hours before the store opened, queues began to line up at the door. At this time, there was a queue waiting for a meal at the Siheyuan Market on Dazhong Road. It has been winding like a long dragon. Her cousin kept scalding and rinsing, muttering: "It can't be finished, it can't be finished, it can't be finished at all." As a result, it was photographed by a blogger, and it instantly became "popular" again. It became an "emoji" of the owner of Tianshui Malatang wearing a mask of pain.
Then, another blogger came to "put out the fire" and shot another video for him "very seriously" and responded that "I was not interviewed by Gansu Cultural Tourism" and "not tired at all". As a result, he accidentally became popular again. , the long queue in front of the store became even more crowded...
Ha Haiying is just one of the hundreds of top-notch Tianshui Malatang shops. For decades, these small shops have been stationed in the streets and alleys of Tianshui city, busy with waves of regular customers from the neighborhood.
Perhaps, we cannot use traditional thinking to judge Tianshui Malatang. The miracle of the "new traffic economy" is infinitely magnifying every detail of the economy's progress and recording everyone's expressions during microscopic development. At the same time, it will also be possible to profoundly affect every entrepreneur and worker, dragging them into a vast space and changing their business trajectory in an instant.
As a business model and strategy with the core goal of attracting and maintaining user traffic, "traffic thinking" was once the key to measuring the success of websites, applications and social media platforms. It seems that this is also a "must answer" question for major Internet companies and industry leaders. But now, the "new traffic economy" is relying on the new generation of Internet technology to lead the market into an era of stars. No matter how small a business entity or individual, or even the smallest economic cell, has the possibility of being promoted to the top. All have a fair chance to share the "new dividend".
Seize “interconnection points” to drive industrial development
Food is the most important thing for the people, and "eating" is an eternal sunrise industry. The traditional thinking is to expand along the "chain"; the thinking of "new traffic economy" is to attack all areas. The so-called "those who do not seek the overall situation are not enough to seek one area."
Now when you walk into Tianshui, you will find that every cell in the city is busy with Malatang, and all walks of life are grabbing "interconnection points". As soon as you get off the high-speed train, you will encounter the Malatang bus line. When you walk into the downtown area, you will find the Malatang "Foodie Festival". After walking around, you will receive a large stack of coupons for scenic spots and a large number of cultural and travel souvenirs. Tourists exclaimed: "A A bowl of Malatang cost only a few dozen yuan, but I received more than a dozen gifts and took away more than I ate!”
On March 17, a video from Tianshui made the list again. This time it was not Malatang, but Shehuo. "Tianshui's favorite fans have used their tricks to bring out the Stilts Society Fire" "Tianshui Cultural Tourism has really worked hard, this is the highest etiquette" "There are gongs and drums on the street, this is the Stilts Society Fire that only occurs during the Chinese New Year"...
As for the long queues in front of the Malatang stalls, watching a social fire performance and taking photos of the noisy gongs and drums may be the best way to kill the time waiting in line for food.
In the past, "culture set the stage and economics performed the show," but now we are thinking in the opposite direction. At the Tianshui Malatang Food Festival, Tianshui Qinzhou District Cultural Center organized 7 comprehensive artistic performances and intangible cultural heritage displays in one day. The dance program "Eight Thousand Years of Tianfeng", the song "Speaking of Fuxi", Qinzhou ditty, the recitation "I Spoke for Tianshui Hometown", jazz dance, face changing, lion dance, stilts, cucurbits, guitar, street dance and other programs took turns. Some people say that this is because the district cultural center "takes advantage of" the traffic of Malatang and puts all the "inventory" programs on the stage.
Sichuan peppercorns are a seasoning ingredient in Malatang. Thanks to geographical proximity and industrial connections, Wudu District, Longnan City, Gansu Province, which is close to Tianshui, has become the "smallest link" in the Tianshui Malatang industry chain. Nowadays, local financial institutions are keenly aware of the investment prospects, and advertisements for various "Zanthoxylum Pepper Loans" credit products have been accurately pushed to the entire industry chain of growers, processing companies, and market sales.
Malatang is not only connected to the fields, but also connected to finance, commerce, culture, tourism and transportation, forming a "connecting one to two" value chain.
The "new traffic economy" led by Internet technology opened a "new track" for the development of an ancient city with just a flick of the finger in Tianshui. In the future, Tianshui will ride on the "tide" of Malatang and continue to surge forward.
Kang Jin Workers Daily