"I've been lining up here for more than an hour"

......

In recent times, this kind of scene can be seen everywhere in the streets and alleys of Zibo, known for its "small cakes rolled with everything "known as Zibo barbecue meat visible fire!

According to media reports, a "group of college students to eat barbecue in Zibo," the phrase topped the city's hot search list, the search volume of more than 5 million. Zibo train station is crowded with college students for a barbecue. Zibo train station data show that on March 4, Zibo train station a day to send more than 50,000 people, the highest record since the last three years. the second weekend of March, the poster news reporter in Zibo interviews noted that students, tourists still come here to taste Zibo barbecue, some stores have a hard to find situation.

The food documentary "Life in a String" says: "Meat, is the human barbecue **** the same theme." As a popular cuisine, barbecue in all parts of the country are distributed, why do people have to go to Zibo to eat barbecue, what kind of code behind this? This "barbecue fever" for Zibo and what does it mean?

Zibo barbecue fire out of the circle, the most is "Zibo" flavor to appease the people

Zibo barbecue how hot? Nowadays, in the Internet platform, as long as the search "Zibo barbecue" four words, full screen on the Zibo barbecue strategy and praise will be like a tidal wave surging.

In this regard, some analysts say that Zibo barbecue fever is a microcosm of the epidemic after revenge consumption and tourism boom. After a succession of tourist attractions out of the loop, the baton of traffic passed to the hands of food, which seems natural.

But the question arises, why the fire is Zibo barbecue?

As we all know, Lu Cuisine is the first of the eight major cuisines, Zibo Boshan Cuisine is the birthplace of Lu Cuisine. Long and heavy food culture, so that Zibo barbecue adds a bottom. For example, Zibo barbecue standard small cakes, in fact, Zibo's traditional food IP, after all, Zhoucun bakery has long been a national intangible cultural heritage.

Zibo barbecue, Jinan barbecue and Qingdao barbecue and called Shandong barbecue "three big schools". Specifically to Zibo barbecue, Zibo is connected to six cities, rich in ingredients, you can learn from the best. Currently it is the only city in the country to retain a small independent stove pure charcoal smoky barbecue, seven or eight mature meat skewers to be placed on a small stove to re-grill, by the diners to judge the fire, to enjoy the fun of their own hands barbecue. Its biggest feature is not more than, small cakes, small onions and meat skewers trinity, a mouthful, rich in flavor, this is different from other barbecue way of eating, it is Zibo barbecue is superior.

Don't look at this simple steps, in fact, everywhere is Zibo's own know-how. First of all, let diners for immersion barbecue, experience a barbecue, which has its own fun; secondly, according to their own tastes, grasp the fire of the barbecue; and finally can extend the customer consumption time.

Ai media consulting data show that barbecue is the new generation of night dining consumption in 2022 the hottest category, 72.4% of consumers night dining choice of barbecue. Barbecue, which can be enjoyed in a beautifully decorated restaurant, can also be found in the street. Compared with other specialties, it is not only a kind of food, but also represents a street culture with strong social attributes. When three or five friends get together and have a barbecue, they don't need to spend much money, but they can talk freely for a long time.

Shandong Institute of Petrochemical Technology, junior students Qin Ying, Zheng Yaru and partners, originally also intended to eat in Zibo Shepherd's Village barbecue, because there are too many people, did not line up, they went to the neighborhood barbecue restaurant to eat.

Qin Ying is Chongqing people, Zheng Yaru is Qingdao people, have never eaten Zibo barbecue. Their party from Dongying took more than 1 hour train, came to Zibo. "Recently Zibo barbecue is too hot." Qin Ying said she felt the flavor was very good after eating it.

This spring, as the main consumer crowd, college students can freely get out of school, high-speed rail access is to make short weekend trips possible. Residing in the center of Zibo and all over the distance moderate, tasting Zibo barbecue naturally become a college group of choice.

It is easy to see that the Zibo barbecue hot with its own flavor distinctive, creating an immersive, tantalizing taste buds of the consumer experience, quite related.

This is a maverick "Zibo" flavor.

The flow of support, multi-party to create "Zibo barbecue" IP

As the saying goes, the fragrance of wine is also afraid of the deep alley. Zibo barbecue fire to this extent today, "Zibo" flavor is important, but must not be the only reason.

In fact, the Internet thinking and flow is also accelerating Zibo barbecue out of the circle. In this, there is a flow of star bloggers to help, but also from Zibo for the precise grasp of the flow.

In recent years, Zibo City continues to build "Zibo barbecue" brand, in CCTV's "and for Zizi flavor", Shandong TV's "to taste Shandong", B station's "life of a string", Zibo barbecue frequent appearances, the majority of netizens and food enthusiasts have left a deep impression.

As early as 2020, the first Zibo Maitian Music Festival, Xue Zhiqian and others have been in the spotlight to recommend "Zibo barbecue", "Zibo barbecue" is also on the hot search. Subsequently, jittery blogger Wulala's Zibo flavor trip for the "Zibo barbecue" network map expansion "another city", "barbecue roll small cake" has become the exclusive action of Zibo people, attracting more and more foreign tourists to come to Zibo, the city of Zibo, the city of Zibo. Attracting more and more foreign tourists to come to Zibo for a quick taste.

2021, B station famous up master "steal the moon society food encounter record" a short video introducing Zibo barbecue once ran red all over the network. "I guarantee, this barbecue you want to eat as soon as you look at it!" In just 12 minutes, small cakes, tender green onions, big skewers, garlic hot sauce and sesame salt mobilized the taste buds of every audience. In February of this year, Shake Voice 80 million fans of V "Uncle Desert" also came to the ancient Zhoucun Street, opened his first outdoor live broadcast to millions of netizens to introduce the Zhoucun, recommended "Zibo barbecue".... ...

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All kinds of netizens, big V scramble to Zibo card, Zibo barbecue publicity endorsement, once let outsiders only heard the name of Zibo barbecue, difficult to taste its flavor, which in the hearts of many college students y buried in the heart of the "must go to Zibo" seed.

"Today is the network era, the traffic effect, 'seeding' influence is more and more can not be ignored, especially stars, net red and so on for young people's bandwagon." Media commentator Zhu Wenlong said.

College students from all over the world are entering Zibo like fish in a barrel, which has actually been buried as early as the past few years.

In the network era, the "traffic competition" between cities has inevitably become one of the propositions to stimulate the vitality of cities and enhance their value. Behind this and the city's innate endowment is inextricably linked, more inseparable from its day after day of positioning to build, all-round cultivation, guidance and efforts.

According to media reports, as early as 2021, Zibo seriously pondered the needs of young people, centered on the proposition of a happy life and career achievements, and focused on creating a "good learning, good-looking, good food, good fun, good entrepreneurship" "five good" city, to create a strong magnetic field. The city is a strong magnetic field for people who want to come to the city from near and far.

Since then, Zibo has taken the lead in the province in proposing the construction of colorful and energetic youth entrepreneurship-friendly cities, and has been approved as the pilot of the construction of youth development-friendly cities in Shandong Province and the pilot of the construction of the national youth development-oriented cities, to carry out the bold exploration of enhancing the vitality of the city's energy level.

In July 2022, ****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 have a deep experience in Zibo. The scholars have said that Zibo's thick cultural heritage and great development changes have left a deep impression on them.

In February this year, Zibo Youth League Municipal Committee and innovative organization of the province's eight colleges and universities more than 260 chemical engineering students "to Zibo experience", the experience of employment-oriented, both business observation, but also involved in food, clothing, housing and transportation, history and humanities. Many of these students went to eat barbecue under the leadership of the teacher, and have been unable to resist the network to classmates and alumni "show off", "Zibo barbecue" in the young students rolling spread the temptation can be said to be not small.

In March, Zibo's main leader of the "Qingbei invitation" completely opened the college students and Zibo barbecue "any two veins". During the event, they went into two colleges and universities, and the majority of students cordial exchanges, and warmly recommended Zibo barbecue and Lu cuisine, welcome to Zibo to listen to Shao music, visit Liaozhai, kick Cuju, tasting Lu cuisine.

See, this round of "Zibo barbecue" out of the circle is neither the first time, more than accidental. It is also focusing on the city's flow of positioning to build, network V's strong boost, to Zizi students experience, as well as the city's unique atmosphere of tolerance, heavy food humanities precipitation, etc., *** with the achievement of the "Zibo barbecue" this comes with the flow of the city's new IP with heat.

The The "heat" on Zibo means what?

Recently, Zibo in order to leave more good feelings for young people, the city's 38 youth station for eligible to Zibo job-seeking, employment of young students to provide three times a year, each time two nights free of charge, come to Zibo internships, play, visit friends of the young students can enjoy four times a year, each time five days of half-price stay. Promote Zibo barbecue, from netizens spontaneous officially rise to the city action.

A barbecue can make people remember Zibo; a barbecue, but also changed the city image of Zibo in the minds of countless young people. Now, "Zibo barbecue" has been converged to form a powerful cultural impetus to promote the accelerated rise of Zibo, inspired by the city's youthful vitality.

From the speed of urban development, Zibo is not the most eye-catching city in Shandong in recent years, but the city is a real quiet current, the government's relative restraint, the relative perfection of the market economy, coupled with a strong industrial base and a high degree of attention to sustainable development in the transition across the creation of a harmonious atmosphere of development.