As of April 10, Qingdao, Weihai, Jinan, Yantai strong on the "May Day" national accommodation booking TOP 20, by the barbecue fire Zibo is even more ferocious, accommodation bookings than in 2019 rose 800%.
Netizens joked that Zibo barbecue will become a new barbecue genre following the rise of Xinjiang barbecue, Northeast barbecue.
Such a huge amount of sound, so that the urgent want to food out of the circle of Zhejiang envy, the local propaganda department is the analysis of the article, short-term completion of the brand influence of the bend, Zibo barbecue has something to learn.
"These network explosions seem a bit accidental, but there is no lack of local government and social efforts." Shandong University of Finance and Economics, Institute of Regional Economy, Dean, Professor Dong Yanling to the city uncle analysis, in addition to the barbecue itself, the value of the industry, tourism value, the regional brand and the city's popularity is a great promotion.
And on the other side of the barbecue fire, this has a hundred years of industrial history of the old industrial base has been "cold feet" for a long time, subject to industrial "biased, biased," in the province is still facing the economic ranking of the backward shift, the negative growth of the population of the predicament, borrow this fire! Zibo can strike while the iron is hot, break through the bottleneck?
Even the locals can hardly think that Zibo can become a "net red city" without any tourism resources.
The barbecue is nothing special, nor are the scallions. However, when tourists pick up two strings of meat skewers, wrapped in dipping sauce spread on a small cake, and then drag the palm of your hand on the cake a pull wooden stick, and then sprinkle a section of green onion leaves, raise your hand and rolled into a unique no one two "Zibo barbecue".
Photo: CCTV News
In just a month or so, Zibo's "man-made business card" secret is what?
Zhejiang publicity will be summarized as "Zibo barbecue out of the differentiated route - "small skewers + small cakes + small onions" soul eating, coupled with the external image of the " A table, a furnace, a burrito" unique sense of ceremony, so that Zibo barbecue gives a strong visual impact.
Zhejiang is so "good to learn" the reason, in fact, it is not difficult to understand, is to let consumption "live" up, let the fireworks thick up, for the socio-economic recovery, provide "food" power. "
The end of last month, the Ministry of Industry and Information Technology and other 11 departments jointly issued the "on the cultivation of traditional advantageous food producing areas and local characteristics of the food industry's guidance", proposed to actively local characteristics of the food consumption elements embedded in the night-time economy, special catering clusters, large-scale commercial complexes and other consumer scenarios and carriers.
This is not a small difficulty for Zhejiang, which has been flirted with as a "food desert". Before the release of the above guidance, Zhejiang has run to Jiangxi, Hunan delegation to learn, mainly to study others in the food is how to do the article, research brother provinces how to do food marketing.
"Out of nowhere" of the top stream of food, Zhejiang naturally will not let go.
Dianping data show that since March, Zibo local "barbecue" keyword search volume increased by more than 370% compared to last year; "Zibo barbecue" keyword search volume of the whole platform increased by more than 770% year-on-year.
From the community held a press conference, the establishment of Zibo City Barbecue Association, announced the organization of barbecue festival celebrations, to the opening of the "barbecue train", the city city of 21 barbecue line, specializing in the development of barbecue maps, Zibo while the iron is hot, so that Zibo barbecue hotness remains high.
Photo: CCTV News
In the current era of the Internet, every city has the opportunity to "fire", but can take advantage of the "fire" to catch up with a few.
"Good wind with force, the government should use the power of the market, the power of the network to form a benign interaction." Dong Yanling believes that Zibo barbecue "fire" can continue to depend on a variety of factors, but from the government level to make the best use of the situation, the hot spots and influence to all aspects of Zibo, "to cultivate a sense of affinity with the city, and even attract investment, attract talent will play a very good role. "
On the 2023 Shandong Province Tourism Development Conference held not long ago, Zibo Municipal Party Committee Secretary Ma Xiaolei said that the next step will be to enhance the whole chain of Zibo, "eating, living, traveling, purchasing and entertainment" supply force, and strive to "a moment of phenomenon" into a "city brand". "A city brand", launch more high-quality cultural and tourism products, to create more excellent cultural and tourism IP, so that tourists can see addictive, play to enjoy, eat happy, live comfortably.
Back before the fire, Zibo has been silent for a long time.
More than a decade ago, in that social media is not yet developed Internet era, an article entitled "Zibo: standing on the edge of being marginalized", had caused a stir in the local.
The article mentions that Zibo's area code is 0533; Zibo's license plate number is Lu C ...... Zibo's economic strength, until the mid-1990s were high in Shandong's "oldest three" position, but since then all the way down.
Data show that in 2010, Zibo's GDP of 286.6 billion yuan, ranking fifth in Shandong, followed by Jining's GDP of 255 billion yuan. And by 2019, Zibo's economic output had been overtaken by Linyi and Jining, dropping to seventh in Shandong.
In 2022, Zibo's GDP was 440.26 billion yuan, and the gap with Linyi and Jining widened to 137.59 billion yuan and 91.43 billion yuan; at the same time, the resident population at the end of the year was 4,705,900 people, a decrease of 0.29 million people, which was the third time after 2018 and 2019 that there was negative population growth.
The exit of backward production capacity is the direct cause of the shrinking GDP figures.
As the only city in the country that covers three types of resource-exhausted cities, independent industrial and mining zones, and old industrial bases, Zibo has had a 70 percent share of traditional industries for quite a long period of time, with the heavy chemical industry accounting for another 70 percent of traditional industries.
Early in 2021, local officials have pointed out that Zibo's industry started early, is the traditional industrial city, but this "big" is the traditional industry of the big, low-end industry of the "big". The city has nearly 30,000 industrial products, more than 70% of the upstream products, primary processing products, intermediate products, ceramics, chemicals, steel, mining and other industries in the existence of a number of backward production capacity, not only poor efficiency, low contribution, but also crowded out the new kinetic energy carrying space.
Data show that in recent years, Zibo cumulative withdrawal of 8.8 million tons of iron and steel production capacity, reducing cement production capacity of 8 million tons, reducing ceramics production capacity of 70%, iron and steel, coking industry to achieve a comprehensive clean-up. Over the past two years, the city's energy consumption of 10,000 yuan of GDP fell by about 6% in a row, a net reduction of 1.1 million tons of raw coal consumption ......
But even so, Zibo's chemical industry economy still occupies nearly 40% of the city's total industrial economy, is still the city's industrial first pillar industry.
In the view of Dong Yanling, Shandong's industrial structure, there is a "heavy, biased problem", Zibo both accounted for. Restricted by the treatment of pollution, reduce energy consumption and other factors, its industrial transformation has been facing great pressure. In this process, the new competitive advantage has not been tree roots, and the traditional industries are facing relatively large constraints, the whole is still in the process of "Nirvana".
"Zibo grill" is considered to be the century-old industrial city's efforts to self-help.
Dong Yanling analysis pointed out that a city's self-help needs to wake up, the need to find opportunities in danger, which is very important. As a petrochemical-based industrial city, the need to complete the transformation process of competitiveness re-engineering.
Photo credit: Zibo Municipal Government official website
For Zibo, the barbecue opened the "traffic entrance" is a new opportunity. Zibo City Political Consultative Conference analyzed, for "Zibo barbecue" this sudden burst of cultural and tourism IP, its vitality not only lies in shaping the brand of food, but also update the city's image, drive the local industry to change.
Like a well-known uploader randomly on the street, visit 10 vendors, none of the missing catty. This is a sharp contrast to the stereotypical impression of Netflix catering, which is prone to "stepping on mines" and "overturning", and greatly strengthens the brand influence and identity of Zibo's "honesty".
For Zibo to further compete for the wind mouth of prepared dishes and other consumer goods, but also greatly beneficial --
According to the Zibo Municipal Bureau of Commerce issued "on the support of the high quality of the development of the prepared food industry," Zibo is actively cultivating "China Zibo flavor!
According to the "Opinions on Supporting the High-Quality Development of Prepared Food Industry" issued by the Zibo Municipal Bureau of Commerce, Zibo is actively cultivating the "China Zimmi" brand of high-end prepared food products, accelerating the molding of the 100-billion industry cluster, and focusing on building a highland for the development of prepared food industry in northern China.
More importantly, the new "traffic entrance" to the local industrial upgrading, especially the recruitment of talent to bring new opportunities.
In recent years, Zibo has made every effort to promote traditional industries such as chemical industry to the middle and high end of the value chain, at the same time, the rapid development of emerging industries such as big data, new materials, and the relative lack of high-end talent has become a prominent constraint on industrial transformation.
For example, in the context of "work empowered Zibo", its "four strong" industries (new materials, intelligent equipment, new pharmaceuticals, electronic information) and the new economy, the demand for talent is very strong.
In the "Zibo grill" out of the circle at the same time, Zibo all-round talent activities quietly.
A few days ago, the Zibo Human Resources and Social Security Bureau issued an article "eating barbecue in Zibo, there are these benefits" to promote Zibo "talent gold policy 50" "skills Xingzi 26" and other talent policies, intelligent human resources market, The "live with the post", college students "employment experience day" activities and other employment policies.
Photo: Zibo People's News Agency
At the same time, Zibo also held the third "100 colleges and universities into Zibo" and science and technology-employment double promotional activities, attracting 81 colleges and universities inside and outside of the province in the field to attend the person in charge of, "Many of the team responsible for," said the person in charge of. Many of the leaders of the team said that they wanted to come to Zibo to take a look."
This in itself is a reflection of the continuation of Zibo's "flow" effect. Zibo Municipal Party Secretary Ma Xiaolei in the event now