Can Internet celebrity cities be replicated?

‍The emerging Internet celebrity cities that emerge in an endless stream in 2023 have brought hope and reference value to the tourism marketing of small and medium-sized cities. The author of this article analyzes the cases of newly created Internet celebrity cities, emphasizes that traffic will bring certain possibilities to cities without pillar industries, points out that opportunities are an important factor in traffic, and daily publicity and promotion management is the trick to grasp traffic.

No one says that Beijing, Shanghai, Guangzhou and Shenzhen are Internet celebrity cities, because these cities are the Internet itself, and the main voices on the Internet are concentrated here. Hangzhou has emerged in recent years, and workers have another choice besides first-tier cities. Changsha, Chengdu, Chongqing and Xi'an have long occupied a place on the Internet celebrity city list with their unique urban culture, customs and characteristics. However, there are more small cities and even provincial capitals that have become the silent majority in the Internet age, without even a chance to shine.

But this situation will see some changes in 2023, first with Zibo BBQ, then Guizhou Village Super, and finally Harbin’s New Year’s Eve finale.

This has given more third-, fourth-, fifth-, sixth-, seventh- and eighth-tier cities hope to create an Internet celebrity city, a city business card, a top streamer, a hot search, and drive local GDP. This is what many cities without pillar industries dream of. After all, the economic benefits are immediate, and maybe a new development path can be explored from then on. The local government is also working hard and not letting go of any opportunity that may be out of the circle. However, the previous interaction between Mr. Huang and the director of the Cultural and Tourism Bureau was backfired by traffic, Ding Zhen's endorsement of his hometown Litang only sparked a little spark, and Shijiazhuang wanted to use Wan Qing to leverage the "Rock City", but the traditional management ideas in its bones are incompatible with the freedom and rebellion of rock. "Killing the Shijiazhuang Man" was changed to "The Unkillable Shijiazhuang Man", which made people laugh and cry.

01

Harbin is not the only city in the Northeast. The decline of the past few years is obvious to all. Without pillar industries, local young people cannot make money and leave. Harbin's GDP in 2022 is only 549 billion yuan. In comparison, Kunshan, a county-level city under Suzhou, has a GDP of 500 billion yuan. The GDP of Changchun and Shenyang is slightly better, but the difference is only 100 to 200 billion yuan. Both of them are having a hard time.

Harbin is now popular, who will be the next? Can the Internet celebrity city be replicated? Is it only popular for a short period of time? Can it become a "long-lasting popular city" like Changsha, Chengdu, Chongqing and Xi'an?

Internet celebrities are similar. They suddenly become popular because of their own chances, which is actually impossible to copy. For example, Zibo is not as famous for barbecue as the Northeast. More than ten years ago, when I was strolling on the streets of Harbin, I heard people chatting on the street, and after chatting, they always wanted to "make some barbecue". But Zibo became popular. Just like the "Jia Junpeng, your mother is calling you home for dinner" that was popular on the Internet in the old days, it makes no sense, and you don't know what touched the nerves of these crazy netizens. Everyone made something popular as a prank. There are also many people who write long articles of tens of thousands of words after the event to analyze the lonely psychology of netizens in the Internet age, such as their mother calling them home for dinner awakening warm memories.

Choose another city with a barbecue or sports background and apply the popularity paths, marketing methods and media resources of Zibo and Rongjiang, Guizhou. It will probably still not become popular.

02

But every city has a chance to become a top city.

Although the current economic environment is difficult, China is so big that many people have made money. Life is too boring. When you open the headlines on Weibo, you will always hear some small celebrities quarreling about trivial matters. People want to try something new, so they go to other places to have a look, commonly known as traveling.

No matter how shabby or backward a city is, it always has its own characteristics. The locals are fed up with it, but outsiders find everything interesting. But we should learn from the attitudes and high-level management methods of those popular online cities during their peak period, make these things a normal part of life, treat tourists as locals, and not just make a one-time deal. Although places like Lijiang and Sanya are still popular, they have ruined their reputations.

When the lucky god of traffic comes, can you catch it?

Although Harbin officials had made sufficient preparations this time, they still almost failed to contain the traffic explosion, such as the Ice and Snow World apology incident. In the end, they handled it well, and with the support of a steady stream of positive hot events, they got through it without any danger.

03

Why are many locals unfamiliar with the things that have emerged in Harbin? Because this city is not usually like this. In fact, many cities have this problem. The thinking of many managers is still stuck in the last century. When shooting a city promotional video, it is still in the style of the news broadcast. Urban management is one-size-fits-all in everything, and political correctness is important. If you want to stand out, you must first think out of the circle. Once you have a broader mindset, a bigger pattern, and a more sincere attitude, the city will have a chance to stand out.

To build an Internet celebrity city, in addition to upgrading management, luck is one factor, and the other factor is actually a test of the city's marketing and operation capabilities. China's mobile Internet is the world leader. A rural kid in northern Shaanxi posted a video of herding sheep, and white-collar workers in Shanghai watched it with great interest in their offices. Traffic is always limited, and attention is always limited. If you have more, others will have less. Learn from local Internet celebrities KOLs, promote the city as a brand, and do a solid job in basic skills, and leave the rest to time.

Even if a popular internet celebrity wants to become a long-lasting popular city, such as Harbin, it needs to extend the city style and services during the New Year's Day to ordinary days so that the locals are accustomed to them. Then it will definitely have a chance to remain popular.

In other words, don't wait until guests are about to arrive before you start cleaning the house.

Author: Chen Wuyong, WeChat public account: Chen Wuyong (ID: wuyongzhiyong2022)