How does Zibo barbecue achieve the full "Zi" flavor?

Zibo Barbecue has taken a differentiated route. Different from Northeastern barbecue, Zibo barbecue has a unique feature: the soulful eating method of "small skewers, small cakes and green onions". Barbecue is still the same barbecue, but when the barbecue is combined with the unique Shandong flavor of spring onions and pancakes, the characteristics of Zibo Barbecue are distinctive enough. Coupled with the unique sense of ritual of "one table, one oven and one burrito" in the external image, Zibo Barbecue gives people a strong visual impact.

Short videos and "planting grass" are the accelerants for Zibo barbecue. Zibo Barbecue "breaks out of the circle" and relies on short video communication and "grass planting" platforms. The short video creators used their lenses to record the unique visual impact and moving fireworks of Zibo barbecue, while the "grass planting" experts gave the barbecue more profound meaning through perceptual words. Some people describe Zibo barbecue as life, with the oven representing temperature, the biscuits representing tolerance, and the green onions representing boldness. When barbecue is no longer just barbecue, emotions will drive more people to pay attention to Zibo Barbecue.

Zibo Barbecue is in line with the public's "just go" mood. Food is also life, and it is a reflection of social emotions. As the population flow between cities becomes increasingly frequent, giving yourself an easy-to-go trip is the choice of many young people today. The first people to promote barbecue in Zibo were college students. I don’t know since when, taking the high-speed rail to Zibo to eat barbecue on weekends has become a popular social form among them. As the topic "college students organized a group to eat barbecue in Zibo" became a hot search topic, this popularity also ushered in a fission-type spread effect. ?On March 31, diners were enjoying barbecue in Zibo, Shandong. Source: Visual China

二

Zibo barbecue is actually another example of catering brands driving city value.

Chinese people’s summary of leisure life is nothing more than “eating, drinking, playing and having fun”, among which “eating” is particularly important. Many times, food is very easy for the public to "label" a city. You can imagine, if there were no "Shaxian snacks", how much impression would you have of the city of Shaxian? In recent years, the "upstart catering industry" snail noodles have also further enhanced the influence of Liuzhou as a city.

Food is becoming a "meeting gift" that is rapidly attracting popularity in some cities. Chengdu's hot pot and Sichuan cuisine, with its casual lifestyle and spicy taste, have made the word "Ba Shi" "out of the circle" and become the yearning of many people; in Nanjing, from "Duck Blood Vermicelli Soup" to " "Jinling soup dumplings" has made many people nostalgic; not to mention Guangdong, with its Cantonese cuisine and Cantonese's unique morning tea lifestyle, Guangdong has become a destination that many people yearn for. As netizens summed up: A city that understands food understands life better, and a city that loves food is the best at healing.

The industry-driving effect of food is also very obvious. Take the familiar Shaxian snacks as an example. Its slogan used to be "One yuan to enter the store, two yuan to eat, three yuan to eat well". Now it has developed into a local pillar industry, spreading from the mountainous areas of central Fujian to the whole country and even the world, with annual sales of The amount is nearly 50 billion yuan. Snacks have also driven the development of related industries, such as the construction of snack ingredient planting bases, the establishment of many cooperatives such as poultry breeding and condiment production, and the development of food processing enterprises, etc.

Gourmet food is also a key product of the integration of culture and tourism. If a city has delicious food, its contribution to the cultural tourism industry can be said to be a "Buff bonus." In recent years, Changsha has become a "new Internet celebrity" in the national cultural tourism market, and its food is indispensable. In terms of cultural tourism, in the early days, Changsha served more as a "transit station" for traditional tourist destinations such as Zhangjiajie and Xiangxi in the province. However, with the rise of Changsha's catering brands, people are more enthusiastic about traveling to Changsha. The main purpose of many tourists visiting Changsha is to drink "tea to please people", eat "Wenheyou crayfish", and special snacks such as stinky tofu. Changsha has become a popular city in the "night economy". ?Changsha Pozi Street Source: Visual China

三

More and more places regard creating food as the starting point for industrial development and cultural tourism integration.

Take Jinyun Shaobing in Lishui as an example. According to reports, in early 2014, Jinyun specially established a Jinyun Shaobing brand building leading group to be responsible for the overall promotion of the Shaobing industry. Since then, Jinyun Shaobing has an exclusive LOGO, and It has unified registered trademarks, store standards, production processes, raw material standards, business standards, and training content. The annual output value of Jinyun Shaobing has increased from less than 200 million yuan in 2014 to 2.7 billion yuan in 2021. ?Jinyun Shaobing Source: Jinyun Release

Of course, for many local restaurants, there is a process from quantitative change to qualitative change between gaining popularity and "going out of the circle". Zibo Barbecue has something to learn from in order to achieve overtaking in terms of brand influence in a short period of time.

The establishment of the brand is the result of repeated efforts. On the one hand, Zibo Barbecue's "out of the circle" stems from years of local efforts. Whether it is the recommendation of Zibo Barbecue by a singer at a concert or the recommendation of Zibo Barbecue in the hit documentary "A String of Life", the barrage of "want to eat" has made Zibo Barbecue a "want to eat" among young people. "The seeds. On the other hand, Zibo Barbecue is good at "planting grass" on the Internet. The biggest feature of "planting grass" is the expression of KOL's individual emotions, that is, the creator gives the audience a strong sense of involvement through his own subjective experience.

The short video era requires interaction and fun. Traditional catering promotion prefers a one-way communication model, but from the "out of the circle" of Zibo Barbecue, we can see that interaction is becoming the mainstream of food image communication. When different creators create videos according to their own styles, netizens often interact with the creators, and the creators further strengthen their connections with netizens.

Food is the carrier, and urban character is often the ultimate core. What really impresses people about a delicious food is not only the food itself, but also the people in the city behind the food. Just after the topic of "college students forming a group to eat barbecue in Zibo" became popular, the Zibo local government opened a special weekend round trip train from Jinan to Zibo. On the one hand, it responded to the hot spots, and on the other hand, it increased the popularity through the special train. When netizens complained that there were too many local tourists in Zibo and buses could not accommodate them, the local government added 21 additional barbecue lines, running directly from the train station to various barbecue restaurants. Netizens lamented that Zibo has mastered the temperament of "Hospitality Shandong".

From word-of-mouth to brand, the pursuit of ultimate service capabilities is more important. Just like after Zibo Barbecue became popular, a well-known up owner took to the streets of Zibo and visited 10 vendors. He found that none of the meals he purchased was missing a pound or two, thus deepening Zibo's "honest" brand reputation and reputation. Influence. Over the years, behind the overturning of food brands and tourism brands in some cities is the backwardness of the price system and management system.

To be fair, Zibo Barbecue still faces many challenges if it wants to go further. Only by focusing on quality and service from the source can we continue to have influence and brand power. This is the key to whether Zibo Barbecue can become popular in the future.

There is a saying on the Internet: "To make others fall in love with your city, you must first make them fall in love with your taste." This illustrates the importance of food in building a city's brand and increasing its influence. If a city hopes to attract more people to travel or work here, it should think about how to create a unique industry of food.