This article is about 5143 words
The expected reading time is 11 minutes
The hottest destinations this summer, the cities that must be punched in, and the 11 domestic cities that must be visited in life ... After the COVID-19 epidemic, the dark horse in Changsha, Hunan Province generally appeared on the major travel recommendation lists.
From Orange Island and Yuelu Academy to Malan Mountain, Super Wenheyou and Modern China Tea Shop, Changsha, a city in online celebrity, has more and more labels and tends to be younger. From the red capital to the so-called "popular fried chicken", how can Changsha successfully become the "top stream" of domestic online celebrity cities from a second-tier city? Can you break the "curse" of online celebrity's short urban activity cycle and change from "online celebrity" to "long red"?
it's not just Changsha for Changsha people
nowadays, Changsha is going to be crowded by foreign tourists.
"Last National Day, my classmate came to Changsha for a trip. I wanted to take her to eat super friends and a lamp. Surprisingly, I either queued up for tens of thousands of people or refused to take the number. If you want to have a cup of tea, you have to wait for an hour or two. " According to Xiaoyao, a native of Changsha, Changsha now no longer belongs to Changsha people. Every tourist season, the city's business district, famous punch card places and online celebrity restaurants are basically occupied by foreign tourists.
Xiao Yao's statement is not exaggerated. Taking this year's "May 1" Golden Week as an example, among the 39 monitoring units included in the statistics of Hunan Province, 31 tourist reception units received a total of 1.69 million person-times, an increase of 1.31.3% year-on-year; Nine accommodation units received a total of 1.2 million person-times, a year-on-year increase of 31.36%. According to the "2121 May 1 Travel Big Data Report" released by Ctrip and Xinhua Finance, Changsha was among the top ten tourist cities in the May 1 Golden Week, ranking second among the three newly-built night tour cities.
online celebrity label of Changsha
The popularity of Changsha can be seen, and all these changes started when Changsha became a city of online celebrity.
compared with the old online celebrity cities Xi' an, Chengdu and Chongqing, the new player Changsha is full of fireworks and vitality.
Changsha's delicious food never goes high, big or high. The real delicacies are all over the streets. Super Wenheyou, regarded as the benchmark of online celebrity in Changsha, is hidden in the modern Hisense Plaza, which reconstructs the life scene of Changsha in the 1981s, with 7 floors of business space of 21,111 square meters, which integrates the essence of Changsha snack roadside stalls and restores the culture and feelings of old Changsha in all directions: grain shops, department stores, mailboxes, grocery stores, barbershops, bathhouses, bare red bricks, rough cast iron and wooden doors with iron corners.
In Changsha, another popular online celebrity punch card project is tasting Modern China Tea Shop. Modern China Tea Shop is famous in Changsha and even the whole country for its unique tea taste, cheap price, cultural core with classical beauty and inspirational story of trying to make money to defeat the cottage. At present, Modern China Tea Shop has more than 271 direct stores in Changsha, which can be described as "ten steps and one tea". In the past two years, Modern China Tea Shop has swept the circle of friends, and even tourists "flew" and took the high-speed train to Changsha just to enjoy a cup of tea. Consumers have said that compared with well-known milk tea brands such as Hi Tea and Naixue Tea, Modern China Tea Shop is not only guaranteed in taste, but also particularly close to the people in price, which is a major reason for its explosion in online celebrity.
Watching fireworks in Orange Island is also a popular must-punch event. On May 1 this year, before 4 o'clock in the afternoon, there was a sea of people on both sides of Xiangjiang River. Foreign tourists and local citizens all lined up in the vicinity of Dufu Jiangge early, waiting for the orange island fireworks that bloomed at night. At 8: 31 p.m. sharp, the night sky above Xiangjiang River was lit by gorgeous fireworks, and the banks of the river were lit by people's mobile phone flashes.
"Four times a year, every time I look forward to the fireworks rain in Orange Island." The local Beckham is so yearning, not to mention the tourists who come from other places specially.
In addition, Hunan Radio and Television, the first local online celebrity in Changsha, has long been remembered. "Happy Camp" and "Everyday Up" have become classic TV variety shows that accompany generations to grow up; In the past two years, entertainment programs such as "Star Detective", "Yearning Life" and "Sister Riding the Wind and Waves" have also come from Hunan Radio and Television. This makes Hunan Radio and Television, located in Malan Mountain, Changsha, a "pilgrimage site" for many TV viewers. "Malan Mountain" has gradually become synonymous with Hunan Radio and Television.
Why does Changsha get out of the circle
Before becoming a city of online celebrity, Changsha was an "ordinary" second-tier provincial capital city, with neither the heavy historical and cultural accumulation of Xi 'an nor the magical 8D urban landscape of Chongqing. However, Changsha is "out of the circle".
There are different opinions about Changsha's popularity. "Changsha has always been very hot, but it is suddenly known by more people." In Beckham's eyes, this city has the attributes of online celebrity city many years ago, and the labels such as food, the city that never sleeps and the capital of entertainment are very attractive.
But more people think that Changsha caught fire "suddenly".
in the era of short video streaming, the communication ability of immersive play experience has been greatly highlighted. Even the new media "Xiaobai" can shoot eye-catching short video works in Changsha, thus helping Changsha to achieve rapid word-of-mouth fission. Not only in short video platforms such as Tik Tok and Aauto Quicker, but also in graphic media platforms that actively transform short video streams such as Mahoneycomb and Xiaohongshu, Changsha has also maintained a high level of popularity.
In fact, since China's per capita GDP first exceeded $11,111 in 2119, China tourism has entered the era of leisure and vacation from the era of sightseeing. In the past, the simple attraction of sightseeing has gradually evolved into a comprehensive attraction of eating, living, traveling, traveling, shopping and entertainment, and even any of them can form a strong attraction alone. Under the normalization of epidemic prevention and control, outbound travel is temporarily closed, and the return of tourists has created a selective advantage for Changsha tourism development.
At present, most cities in China have old cities. On the one hand, these old cities retain the fireworks of the city and are the memory of a city. When you travel through them, you will feel the history coming. However, on the other hand, many old cities are also facing some problems, such as old houses, messy streets, inconvenient water supply and drainage, and incomplete living and entertainment facilities. How to make the old city not only perfect its functions, but also keep its original flavor as much as possible; It can not only let people see history, but also improve the quality of life of residents, which has become the fundamental purpose of many cities to vigorously carry out urban renewal.
Changsha IFS is to Wuyi Business Circle, just like Taikooli in Chengdu is to Chunxi Road Business Circle and Deji in Nanjing is to Xinjiekou Business Circle, which represents the determination and "ambition" of Changsha Municipal Government. Two years after the opening of Changsha IFS, the operating income increased by 25% and the profit increased by 55% in 2121 under the influence of the epidemic.
in addition to striving to build a business circle, Changsha has also made great efforts in infrastructure construction such as transportation. In 2114, Changsha's first subway line Line 2 was opened. Two years later, Metro Line 1 was put into operation. After Changsha entered the subway era, the flow of people soared and the elements along the line were activated one by one. Wuyi Square Station is designed as a gathering place for people from east, west, north and south, and every train passes through this hub, bringing an astronomical number of people to Wuyi Business Circle. Line 1 is densely set up in the Wuyi Business Circle, from Wuyi Square Station to Huangxing Square and then to the south gate. There are three subway stations on this one-kilometer straight line, and the subway whizzes past under the bustling people in huang xing road pedestrian street, completing the circulation of people in the business circle. Today, five subway lines have been opened in Changsha, and there are more than ten in the long-term planning. After completion, the city will extend in all directions.
"In addition to the subway, intercity trains are also worth mentioning. One of the maglev express lines connects the major shopping malls, railway stations, high-speed railway station and the airport in Changsha in series, making travel more convenient." Xiao Yao said.
In addition, Zhou Mingqi also mentioned: "Changsha is one of the cities with the best housing price control among the provincial capital cities. Residents have more money in their hands, so their consumption level will definitely improve, which will also help to create a good consumption atmosphere for the city and promote the development of the urban economy."
In the view of Wei Xiang, a professor in national academy of economic strategy, the city of online celebrity is essentially a problem of regional competition. From an academic point of view, online celebrity city is actually a city with relatively greater attraction and competitiveness, and its elements mainly mean that it is more attractive to capital flow and talent flow.
From "online celebrity" to "Changhong",
How can Changsha become
online celebrity, which will bring many benefits to Changsha-enhancing its popularity, attracting more tourists, and the rapid development of cultural tourism industry. However, another word often associated with "online celebrity" is "out of breath".
From a closer look, Xi 'an and Chongqing are both cities that became more popular than Changsha. Apart from the growth of tourism GDP and the increasing number of tourists, the two cities have not changed much. Committed to building a national innovation and creativity center, a "new niche"-will Changsha's future be different? How can we move from "online celebrity" to "Long Red"?
"It is important to keep the continuous innovation of tourism products and services." Wu Liyun believes that both Modern China Tea Shop and Super Wenheyou are innovative formats or products, and they also have their life cycles. The secret of keeping the city's tourism format dynamic is to continuously innovate new formats and products that meet consumer demand, so that tourists can always be full of freshness and curiosity about the destination city.
after becoming online celebrity, many cities have also created many new problems, which are also common in many established foreign tourist destinations. For example, the capacity of urban facilities is insufficient and tourists are overloaded, which leads to poor tourism experience, chaotic urban order and environmental damage.
Wu Liyun further pointed out that the city should be well coordinated and managed. With the influx of tourists, it is still an important foundation for online celebrity city to maintain its lasting charm through scientific urban management and tourist guidance.
Changsha residents are deeply moved by the sudden change of their city into online celebrity. On the one hand, she is proud of the development of the city, but as a local, she will also feel distressed. Cao Xin said: "Because Changsha is too red now, it still bothers our citizens' lives, especially on holidays. Wherever we go, we are blocked. Going to some big business districts is basically about watching the crowds."
In He Xiaorong's view, Changsha should pay more attention to industrial upgrading and forge its brand as the core competitiveness of online celebrity. Zhou Mingxi believes that Changsha should increase the holiday format on the basis of the existing cultural tourism industry, especially the high-end holiday areas. "Changsha still needs a place that can accommodate high-end holiday tourists. In fact, there are many good resources to be developed around Changsha. For example, there are still many forest parks to be developed in the west of Yuelu Mountain, and the development space is large, which can create more holiday scenes and constantly update holiday products." Zhou Mingxi said.
in recent years, the Changsha municipal government has made great efforts in shaping the scene of online celebrity. Such as heart-shaped traffic lights, pink zebra crossings, etc., new online celebrity punch-in places will appear in the public eye every holiday. Does this mean that other cities can also apply these artificial online celebrity scenes and online celebrity labels like Super Wenheyou and Modern China Tea Shop?
"Changsha's success cannot be simply copied, because the image of online celebrity city in Changsha is the result of superposition and sublimation of historical city, landscape city, creative city and entertainment capital." He Xiaorong said it was difficult to find a second city like this.
Wu Liyun also believes that online celebrity products are only part of the attraction of the city at a certain moment, and simple reproduction will not create the same online celebrity city, but will only cause the online celebrity attraction of these products to gradually disappear after emulating and rebuilding. The reason why the tourist destination city is "online celebrity" is closely related to the background of the city's life, the leisure consumption characteristics of the city and the leisure habits of the local people. online celebrity products are only the catalyst. Because of the appearance of these online celebrity products, the city quickly spread in some consumer circles, and then quickly became popular.
However, Changsha's successful experience is still worth learning. "Anyone who touches the word" online celebrity "is time-sensitive, and people tend to like the new and hate the old. However, we should also see that most cities are facing the problem of renewal and transformation. In this respect, Changsha is a case worth learning. " Zhou Mingqi pointed out that through urban renewal, the traditional culture and fashion of the city itself will collide constantly, and a new flavor will be formed. It is really worth learning in Changsha to glow the charm of the inherent background color of the old city by means of urban renewal.
Author: Zhang Yaxin