How long will Tianshui Malatang remain popular?

I believe everyone has eaten Malatang. Recently, Tianshui Malatang has attracted everyone's attention. Let's read this article to understand why Tianshui Malatang is so popular and how long it will last.

It can be said that a dish can make a city popular. Tianshui Malatang, which has been popular all over the Internet recently, has attracted many food broadcasters and travel specialists. They traveled thousands of miles to Gansu to check in and eat Malatang. Related topics about Tianshui Malatang and tourism have also continued to be on the hot search list of major platforms, generating extremely high attention.

This also led to a new high in the number of views for Tianshui Culture and Tourism's content about "Tianshui Malatang" and "Tianshui Travel Guide".

Why is Tianshui Malatang so popular? In the eyes of food broadcasters, it is the spicy oil, the potatoes in the center, and the hand-rolled wide noodles that bring the ultimate taste experience and are unforgettable.

In addition, the more affordable price has attracted many hot pot lovers to Tianshui, Gansu, just to taste this delicious spicy hot pot for themselves.

Every profession has its own specialties. In Mr. Bingfa's opinion, in addition to price and taste, there is also its own traffic code behind the "popularity" of Tianshui Malatang.

1. Tianshui Malatang's traffic password

After becoming popular, Tianshui Malatang has adopted a series of measures to attract and retain customers, just to make more people interested in Tianshui Malatang.

No one refuses delicious and beautiful food.

It became famous for its spicy hot pot, and natural food is its primary traffic code.

Tianshui Malatang has made many people "wail with greed" with its fresh and rich flavor, bright color, spicy but not irritating taste. In addition, its two flagship products, hand-rolled wide noodles and potato chips that melt in the mouth, have become people's favorites, making this street snack a national delicacy.

Image source: Guangming Daily

1. Abandon the ticket mentality and sell it in bundles with local tourism resources

Tourism income has always included multiple sources of income, including attraction tickets, specialty product sales, food and accommodation, and attractions are more often used to drive local economic development.

After Tianshui Malatang became popular, local authorities abandoned the ticket-based mentality in the tourism industry, weakened the sale of tickets to scenic spots, and bundled Malatang with tourism resources. They gave away tickets to famous local scenic spots as well as local specialties such as Wushan vermicelli, Gangu pepper, and Maiji pepper to increase the appeal of the national cuisine.

2. Create a food culture festival to amplify the role of food

In order to further attract the public's appetite, the Tianshui Malatang Food Festival was created, which brought together many Malatang stores to showcase the unique Malatang making techniques and flavors. Visitors can choose DIY and customize a bowl of their own Malatang, bringing consumers a more novel food experience.

At the same time, a special product exhibition area was launched to empower the food festival with well-known specialties, local cultural and creative products, and folk culture, allowing tourists to have a more pleasant experience while traveling and eating.

3. Act like a nanny to your fans

Everyone went there for the bowl of spicy hot pot. In order to make tourists feel valued, Gansu launched the highest etiquette for receiving guests. Stilts, lion dances, and folk performances took to the streets, making the scene extremely lively.

At the same time, a nanny-style service is launched for tourists who like to eat Malatang, and more parking spaces are provided for tourists, so that tourists who drive themselves can travel without worries; a "Malatang special line" is opened to go directly to the destination without taking any detours; a one-stop service for recommending boutique tourist routes allows tourists to taste authentic Malatang while enjoying the beautiful regional scenery; a Malatang food street is created, with a variety of delicacies for you to choose from. These considerate, practical and humane ways are attracting more tourists to join.

It is obvious that the popularity of Tianshui Malatang is highly similar to the consumption craze of "Zibo BBQ". After attracting much attention, a series of measures have been taken to try to attract more users' attention. The only regret is that after the craze has passed, it seems that only the legend of Zibo BBQ remains in the market.

For Tianshui Malatang, traffic blessing has naturally attracted much attention. How to make the "overflowing wealth" last longer? Let Gansu Malatang go from being an Internet celebrity to a "long-lasting success".

2. Tianshui Malatang, how to transform “traffic” into “retention”?

At present, Tianshui Malatang is more like the bursty traffic brought by social media. After the novelty wears off, if Tianshui Malatang wants to attract more consumers, it needs to create sustained attraction and turn the perishable traffic into sustainability.

1. Adhere to the brand effect and let the good reputation of users represent Tianshui

Gold and silver awards are not as good as the praise of the people. For Tianshui, the good reputation of consumers is the best endorsement of the city. If you want to continue to play the charm of the city, you can learn from the brand effect in brand marketing.

By providing more humane services, more fun and interesting regional experiences, and emphasizing the more unique charm and value of a city, we can engage in regional marketing, convince consumers, and encourage them to voluntarily represent the region, thus bringing a steady stream of traffic to the local area.

2. Food + tourism, bringing traditional culture to life

Chinese culture has a long history, and the fundamental reason for this is the continuity and spreadability of the culture itself. Everyone wants to take advantage of the dividends generated by traffic, but after the hustle and bustle, how to achieve sustainable development is a difficult problem.

In this regard, Mr. Bingfa, after digging into the suggestions of netizens, found that culture is the only way to turn "traffic" into "retention". It should be emphasized that the focus of food + tourism here is on eating and appreciating culture, rather than the previously exaggerated sightseeing.

As an important birthplace of Chinese civilization, Gansu is known as the "origin of rivers and mountains, and the hometown of Xi and Xuan". Every tourist resource there is very competitive. The previously popular Mogao Grottoes in Dunhuang have been brought to the stage because of their murals, which have brought lingering and long-lasting experience. The beauty that has been silent for thousands of years has once again amazed the world and continued to be popular.

The Crescent Moon Spring in Mingsha Mountain, where sand dunes and springs coexist, is known as a wonder of "one of the most beautiful scenery outside the Great Wall"; the Yadan Geopark in Dunhuang has a group of Yadan landforms with ornamental value. These unique tourism resources, whether historical and cultural relics or natural wonders, have a strong regional cultural flavor and are also resources that Tianshui can reap for a lifetime.

If Tianshui replicates the logic of the Mogao Grottoes' explosion in popularity, reinterprets traditional culture with modern technology, and creates eye-catching communication resources with the new cultural and creative model, seeing is believing. When consumers come, they can be attracted to see the treasures of human civilization again, which may continue to release the appeal of "Tianshui Malatang" and generate new traffic codes.

3. Final Thoughts

What attracts consumers is the considerate service and irreplaceable experience. If Tianshui Malatang wants to continue to be popular, it needs to continuously iterate on food and travel experience to create more freshness and generate sustained attraction. Secondly, it also needs to think about how to create a more benign consumption environment so that consumers can eat, drink, play, have fun and shop without worries, which may inspire more people to go to Tianshui to check in.

Author: Mr. Bingfa

Source: WeChat public account "Marketing Art of War (ID: lanhaiyingxiao)"