"I have been waiting in line here for over an hour."
……
Recently, this kind of scene can be seen everywhere in the streets of Zibo. The barbecue in Zibo, which is famous for its "all kinds of cookies", is on fire with the naked eye!
According to previous media reports, an entry "College students organized a group to barbecue in Zibo" topped the hot search list in the same city, with over 5 million searches. Zibo railway station is crowded with college students who come to barbecue. According to the data of Zibo Railway Station, on March 4th, Zibo Railway Station received more than 50,000 people a day, the highest in the past three years. On the second weekend of March, when interviewing in Zibo, the poster journalist noticed that students and tourists who came here to taste the Zibo barbecue were still coming in an endless stream, and some shops were hard to find.
The food documentary "A String of Life" said: "Meat is the same theme of human barbecue." As a popular food, barbecue is distributed all over the country. Why do people have to go to Zibo for a barbecue? What's the password behind it? What does this barbecue craze mean to Zibo?
Zibo barbecue fire out of the circle, the most "zi" flavor to comfort people.
How hot is the barbecue in Zibo? Now, as long as you search for the word "Zibo BBQ" on the major platforms on the Internet, the raiders and praises of Zibo BBQ will flood in.
In this regard, some analysts said that the barbecue fever in Zibo is a microcosm of the retaliatory consumption and tourism boom after the epidemic. It seems natural that after the tourist attractions are circled one by one, the baton of transportation is passed on to the food.
But the question is, why is Zibo barbecue popular?
As we all know, Shandong cuisine is the first of the eight major cuisines, and Boshan cuisine in Zibo is the birthplace of Shandong cuisine. The long and heavy food culture adds a little confidence to the barbecue in Zibo. For example, the standard cookies of Zibo barbecue are actually the traditional food IP of Zibo. After all, Zhoucun sesame seed cake has already become a national intangible cultural heritage.
Zibo BBQ, Jinan BBQ and Qingdao BBQ are also called the "three schools" of Shandong BBQ. As for the barbecue in Zibo, Zibo is connected with six cities, which is rich in ingredients and can be used for reference. At present, the only city in China that maintains an independent small stove for pure charcoal barbecue and cigarettes, and the mutton skewers that are 70-80 years old should be redried on the small stove, so diners can judge the heat by themselves and enjoy the barbecue. Its biggest feature is the combination of cookies, shallots and mutton skewers, which is rich in taste. This way of eating is different from other barbecues, which is the highlight of Zibo BBQ.
Although these steps are simple, in fact, Zibo people have their own tricks everywhere. First of all, let diners have an immersive barbecue and experience a barbecue, which has its own fun; Secondly, I can master the temperature of barbecue according to my own taste; Finally, it can extend the consumption time of customers.
According to the data of Ai Media Consulting, barbecue is the most popular category of night dining consumption in the new generation in 2022, and 72.4% of consumers choose barbecue for night dining. Barbecues can be enjoyed in beautifully decorated restaurants or streets. Compared with other specialties, it is not only a kind of food, but also represents a street culture with strong social attributes. Three or five friends get together for a barbecue. It doesn't cost much, but we can talk for a long time.
Qin Ying, Zheng Yaru, junior students of Shandong Institute of Petrochemical Technology, and their friends originally planned to go to the shepherd village in Zibo for a barbecue. Because there were too many people, I didn't get the number, so I went to a nearby barbecue restaurant for dinner.
Qin Ying is from Chongqing, and Zheng Yaru is from Qingdao. They have never eaten Zibo barbecue. They arrived in Zibo by train 1 several hours from Dongying. "Zibo barbecue has been too hot recently." Qin Ying said it was delicious after eating it.
In Spring Festival travel rush this year, college students, as the main consumers, are free to leave school, and the smooth flow of high-speed rail makes it possible to take short trips on weekends. Zibo, who lives in the middle of Shandong Province, has a moderate distance from other places, so tasting Zibo barbecue naturally becomes the best choice for college students.
It is not difficult to see that the barbecue craze in Zibo has something to do with its unique taste, which creates an immersive and fascinating consumer experience.
This is a maverick "Zi" flavor.
Traffic blessing, creating "Zibo Barbecue" IP in many ways.
As the saying goes, wine is not afraid of the depth of the alley. Zibo barbecue fire to this extent today, "Zi" flavor is very important, but it is by no means the only reason.
In fact, Internet thinking and traffic are also accelerating the barbecue circle in Zibo. Among them, the help of star bloggers to traffic comes from Zibo's accurate grasp of traffic.
In recent years, Zibo has been building the brand of "Zibo Barbecue". In CCTV's Harmony is Wei Zi, Shandong Satellite TV's Shandong Tastes the Best, and Billie Billie's A String of Life, Zibo's barbecue appeared frequently, leaving a deep impression on netizens and food lovers.
As early as 2020, at the first Zibo Wheat Field Music Festival, Joker Xue and others had recommended "Zibo Barbecue" and "Zibo Barbecue" in public view, which triggered a hot search. Subsequently, Tik Tok blogger urala's interesting trip to Zibo became the expansion of the network map of "Zibo Barbecue", and "Barbecue Roll" became the exclusive action of Zibo people, attracting more and more foreign tourists to Zibo to have a good meal.
In 20021year, the short video of "The Story of the Moon Stealing Club" introduced by the famous up owner once became popular on the Internet. "I promise, you will want to eat this barbecue at first sight!" In just 12 minutes, cookies, shallots, skewers, garlic hot sauce and sesame salt mobilized the taste buds of every audience. In February this year, Tik Tok Big V "Uncle Desert" with 80 million fans also came to the quaint Zhoucun Street, and opened his first outdoor live broadcast, introducing Zhoucun to millions of netizens and recommending "Zibo Barbecue". ...
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Red V's of various road networks rushed to punch in to promote the barbecue in Zibo. Once, outsiders only heard the name of Zibo barbecue, but it was difficult to taste it. This has deeply planted the seeds of "Must Go to Zibo" in the hearts of many college students.
"Now is the Internet age, and the influence of traffic effect and' planting grass' is becoming more and more noticeable, especially the promotion of stars and online celebrities to young people." Media commentator Zhu Wenlong said.
College students from all corners of the country filed into Zibo, which actually laid the groundwork as early as a few years ago.
In the network era, the "flow competition" between cities will inevitably become one of the propositions to stimulate the vitality and enhance the value of cities. This is inseparable from the innate endowment of the city, as well as the positioning, all-round cultivation, guidance and efforts of the city.
According to media reports, as early as 20021,Zibo has been seriously thinking about the needs of young people, focusing on the proposition of happy life and career achievement, and making efforts to build a "five-good" city that is "studious, good-looking, delicious, fun and entrepreneurial" and create a powerful magnetic field combining distance and distance.
Since then, Zibo has taken the lead in proposing to build a colorful and vibrant youth entrepreneurship-friendly city in the province, and has been approved as a pilot for the construction of a youth development-friendly city in Shandong Province and a pilot for the construction of a national youth development-oriented city, which has made bold explorations to enhance the vitality of the city.
In July 2022, the Communist Youth League Zibo Municipal Committee organized more than 30 college students from Peking University, Huazhong University of Science and Technology and Harbin Institute of Technology to experience in Zibo. Students have said that Zibo's rich cultural heritage and great development and changes have left a deep impression on them.
In February this year, the Communist Youth League Committee of Zibo innovatively organized more than 260 chemical engineering students from 8 universities in the province to "come to Zi for experience". This experience is employment-oriented, involving not only business observation, but also food, clothing, housing and transportation, history and humanities. Many students eat barbecue under the guidance of teachers, but they can't help showing off to their classmates and alumni online. The temptation of "Zibo BBQ" spreading among young students is not small.
In March, Zibo "invited Qingbei" completely opened the "Ren Durmai" where college students barbecue with Zibo. During the activity, they walked into two universities, had a cordial exchange with their classmates, and enthusiastically recommended Zibo barbecue and Shandong cuisine to everyone. Welcome to Zibo to listen to Shaole, visit Liaozhai, play Cuju and taste Shandong cuisine.
It can be seen that this round of "Zibo BBQ" is neither the first time nor accidental. It is precisely because of the focus on urban traffic positioning, the strong boost of Internet V, the personal experience of students coming to Zi, and the unique atmosphere of the city and the rich accumulation of food and humanities that * * * has achieved the new IP of the city of "Zibo Barbecue" with its own traffic and heat.
What does this "heat" mean to Zibo?
Recently, in order to leave more favorable impression on young people, Zibo proposed that 38 youth stations in the city provide two nights free accommodation for eligible young students who come to Zi for job hunting and employment three times a year, and young students who come to Zi for internship, play and visit friends four times a year can enjoy five days' half-price accommodation. The promotion of barbecue in Zibo rose spontaneously from netizens to urban action.
A barbecue can make people remember Zibo; A barbecue also changed the image of Zibo in the eyes of countless young people. Nowadays, "Zibo Barbecue" has gathered to form a powerful cultural force to promote the accelerated rise of Zibo and stimulate the vitality of urban youth.
Judging from the speed of urban development, Zibo is not the most eye-catching city in Shandong in recent years, but it is a city with still water and deep flow, relatively controlled by the government, relatively perfect market economy, strong industrial base, great emphasis on sustainable development, and a harmonious development atmosphere in the transition and leap.