According to the data of Zibo Municipal Bureau of Commerce, since March, the average daily reception of 1288 barbecue operators in the city has been 135800, and the turnover of key barbecue shops in Zhangdian in the main city has increased by about 35% year-on-year. The turnover of key barbecue shops in Zhoucun and Linzi around the main city increased by more than 20% year-on-year.
"Shandong Taco" exploded "There is no meat in the store at 6 pm"
On the morning of the first Saturday in March, Haoran Liu, an online office worker in Nanjing and the owner of UP, set off for Zibo under the constant Amway of fans.
In the morning 10, he caught the high-speed train TACO Zibo and practiced the standard gesture of eating Zibo kebabs all the way, just for a bite of pancakes and shallots. Arrive in Zibo at 2 pm. "This is the first time I have seen so many students in high-speed railway station, a city. They all come for the same thing." . After that, he went directly to the barbecue shop. Unexpectedly, there was a long queue in front of every barbecue shop in a street. Fortunately, he met several classmates from Jinan University who were willing to share a table with him, so he finally had a barbecue in Zibo in the evening. "I really enjoy the feeling of a group of people around the stove, eating all kinds of mutton skewers and drinking glasses in the Spring Festival Evening." Haoran Liu said.
At this time, Susie is sitting on the green leather train from Qingdao to Jinan. In this small car full of dialects from all corners of the country, she learned through chatting that most of her friends were college students who went to Zibo for a barbecue. Susu is from Zibo. She is a graduate student of Shandong University. She has eaten Zibo barbecue, a snack, since she was a child. Although she knew about the barbecue fire in her hometown in a short video, she was still shocked to see a car full of college students going to Zibo for a barbecue.
This is the "Zibo BBQ Tour". Since the beginning of March, tens of thousands of tourists have come to Zibo every day.
Data from Zibo Depot of Jinan Bureau of China Railway show that on March 5th, Zibo Railway Station received 47,958 passengers in a single day, including 216,550 passengers and 26,303 passengers. By April 1, this data had reached 33,600 person-times and sent 24,207 person-times. According to statistics, 57,807 passengers entered and exited the station in a single day in the past three years. Behind this number change, many people may not have thought about how closely it is related to the "barbecue trip in Zibo".
That weekend, Lao Wei's son-in-law Chi Guangchun was still busy in the shop. Different from the past, he found that the flow of people in the store surged. "Our store has always been a local old customer in Zibo. Suddenly, many young faces came. Before 6 pm, there was no meat in the store and the refrigerator was empty. "
No one expected that the weekend was just the beginning. Chi Guangchun said that since March, the normal state of receiving 40 tables of guests at one meal in their store has been broken, and now it has increased to receiving 100 tables of guests at one meal, with a maximum of 1.8 million strings sold every day, and the reception capacity has reached its peak. And the first batch of new guests are mainly college students around Zibo. Later, guests of different ages came from all directions.
Nowadays, the number of barbecue customers in Zibo is increasing rapidly, and the salary of the chef who skewers meat is also rising, and even one person is hard to find. Before March, the hourly wage of a skilled kebab was 13 yuan, and it rose to 20 yuan in just one month.
Outside the barbecue shop in Zibo on weekends, the people waiting in line may be the most "nervous". No one knows when the owner of the barbecue shop will walk out of the store with a horn and announce the "bad news" that there is no meat in the store. A Zibo native teased: "It feels so far to see the barbecue shop downstairs." "A train full of college students smells of cumin in the air", as someone described Zibo in the past month.
Mainly cost-effective, both ends of supply and demand go in both directions.
There are barbecues all over the country, so why go to Zibo?
In Zibo, the three-piece barbecue grill, biscuits and shallots, known as the barbecue soul, are also its signature features. The regular barbecue is kebabs, which are served on the table. The kebabs served by Zibo BBQ are cooked to six or seven minutes. Diners can cook by themselves in a separate oven. This small stove is divided into two layers, the lower layer can be used for heating and baking, and the upper layer can be used for heat preservation. In addition to the charcoal trough, the kitchen trough is also very delicate. In addition to the charcoal tank, a water tank is also designed to catch the grease dripping from the skewers and realize smokeless barbecue.
And eating Zibo barbecue also has a "standard posture".
"Zi" flavor is very important. Meng Xiao, a neighbor of Beijing Youth Daily reporter, demonstrated: Fold the bread in half in advance, dip the creases in the noodles with sauce, sesame salt and pepper, then spread the bread on the palm of your hand and watch the small stove. The kebabs sizzled on them. When it's hot, roll them into the cake while it's hot.
Nowadays, this whole set of actions of "spreading cakes by hand and stringing them together" has become a social symbol, frequently appearing on short video platforms and buses to Zibo barbecue shops.
In fact, as early as 2020, singer Joker Xue and big V "urala" had a barbecue in Zibo and rushed to the hot search. 202 1, the documentary "A String of Life" was broadcast. During the barbecue journey in nearly 30 cities, Zibo barbecue was born, and the barrage of "wanting to eat" was overwhelming. Under the official push of Zibo, the brand of "Zibo Barbecue" also appeared frequently in CCTV's Harmonious Wei Zi and Shandong Satellite TV's The Best in Shandong.
From "the top celebrity in the network" to "planting grass on the network", red and big V from various road networks rushed to Zibo to punch in and speak for the barbecue in Zibo. A group of netizens, including college students, planted the seeds of "Must Go to Zibo" in their hearts. After the start of school in the spring of 2023, college students can finally enter and leave the campus freely, and the demand for going out to play is released in the warm spring season in bloom. So, they organized a group to go to Zibo for a barbecue, which became a temporary scene. Punching in at Zibo Railway Station, creating "Zibo Barbecue Gesture", all kinds of fancy punching triggered the collective imitation of college students, and young people who went to Zibo for barbecues made their own circle of friends.
Zibo's convenient transportation and cheap barbecue are also advantages to attract young people. The reporter of Beiqing Daily noticed that the meat price of Zibo barbecue shop is basically 1.5 yuan, 2 yuan and 2.5 yuan, and the price of cookies is 3-4 yuan/bag; In terms of transportation, from Jinan Station to Zibo Station, the high-speed train takes about 40 to 50 minutes, and the second-class ticket price is more than 30 yuan. If it is Daming Lake (Jinan) Station to Zibo Station, the hard seat 1 hour is 3 minutes, just 16.5 yuan.
"Delicious, not expensive!" Meng Xiao told the reporter of Beiqing Daily that the four of them spent a total of more than 200 yuan, plus the round-trip fare, which was even cheaper than the nearby Jinan restaurant.
In addition, Zibo BBQ has a complete industrial chain in the local area. According to official data, Jinlinghui Town in Linzi District produces 1 10,000 cows and10.5 million sheep annually, with an annual sales of 280 million yuan. Most of the baked cookies come from Zhoucun, Zibo. In Zibo, there are nearly 300 stores in the main city alone.
According to the survey data of Sky Eye, during the period from 20 15 to 2022, there were more than 33 barbecue enterprises in Zibo, and there was an increasing trend from 20 18 to 2022, including 454 barbecue enterprises in 20021year and 476 barbecue enterprises in 2022.
After the hot barbecue in Zibo, Zibo Bus specially launched a 2 1 customized special line, and you can go directly to the barbecue shop by bus from the railway station. What's more "intimate" is that college students who come to Zibo for barbecue can also enjoy accommodation discounts-as long as they are non-Zibo people with college education or above, young people who come here to eat skewers will stay at the Youth Station at half price; If you still want to find a job, accommodation is free. In order to let young people play for two more days, Zibo local cultural tourism products and scenic spot preferential policies have also been released.
Behind the barbecue in Zibo is a two-way trip of supply and demand. A netizen commented: "A series of measures to facilitate tourists have not only grasped the stomach and retained the heart, but also brought real popularity and reputation to Zibo, and also brought' real money and silver'." Faced with the praise of netizens, the staff of various functional departments of the Zibo Municipal Government told the reporters of Beiqing Daily that it was actually too late to be happy, "because I was busier and more stressed".
Change "Flow" into "Stay" and "C- Zibo" to invite college students.
Zibo, located in the "geometric center" of Shandong administrative territory, is now in the "C position" because of the barbecue station. Phenomenon-level communication and high-flow attention have brought gains and challenges to any city, and Zibo is no exception. The test it faces is whether the city can keep the traffic code and turn "traffic" into "reserve".
Zibo's thinking is very clear, that is, to provide resilient and diverse employment opportunities and pleasant and beautiful urban fireworks.
Zibo has a modern industrial history of more than 65,438+000 years. This city was once entrusted with the important task of revitalizing national industry, and hundreds of refineries and chemical plants were laid out one after another. With the exhaustion of high-quality resources, rising factor costs and increasing pressure on environmental protection, in recent years, Zibo has shut down and banned "scattered pollution" enterprises 1.400, and the chemical parks have been integrated from 28 to 6. Through merger and reorganization, capacity replacement, relocation and other measures, a comprehensive clearance was achieved.
"A few years ago, many polluting enterprises were shut down, and some employees went out to work." Mr. Liu, a taxi driver in Zibo, told the reporter of Beiqing Daily. Transformation will inevitably bring pain. For a long time before, the annual employment gap of Zibo university graduates who returned to purple and went abroad exceeded 1 10,000. The continuous loss of young people and college students has taken away the vitality and motivation of urban development.
According to the statistical bulletin of national economic and social development of Shandong Province in 2022, the permanent population of Shandong Province at the end of the year decreased by 72,000 compared with that of 202 1. In this context, as a new force of urban vitality, youth resources are particularly valuable.
In this regard, Zibo is particularly careful. In recent years, Zibo has repeatedly issued the "37 Golden Policies for Talents" and "50 Golden Policies for Talents", and built 30,000 apartments for talents and 39 youth hostels ... Especially, the "50 Golden Policies for Talents", which gives 200,000, 300,000 and 600,000 living and housing subsidies to undergraduates, masters and doctors respectively, is the "strongest" talent policy in the province.
On April 26th, 2022, Zibo announced that it had completed the three-year plan of gathering100000 college students ahead of schedule, and will continue to implement the plan of "200000 college students coming to Zi for innovation and entrepreneurship in five years". Hou, a Zibo student from Shandong University, said that she felt that the planning of Zibo was getting better and better in recent years. "I will consider coming back for development after three years of graduate school." .
After the barbecue in Zibo, Ma, secretary of the Zibo Municipal Party Committee, went to Peking University and Tsinghua to publicize the city and preach the youth talent policy.
"Zibo is the third provincial city in Shandong Province, which is located in the land of Qilu, where the golden lotus is located. It is a famous city of chemical industry and new materials in Tamia Liu ... "Ma Xiaolei threw out the concept of" C- Zibo "to the students of the two schools and said:" Individuals who choose the right city are happy; A city is lucky to meet excellent people. "
At the scene, he sent an invitation to the students of the two universities, promising that during the May 1st this year, Zibo will provide free scenic spots and designated hotel accommodation for students from Peking University and Tsinghua. I hope you can go to Zibo more often to listen to Shaole, visit Liaozhai, play cuju and taste Shandong cuisine.
Zibo will hold the "Zibo Barbecue Festival" around May 1st, and the "Zibo Barbecue" will once again be on the hot search, becoming the entrance to understand Zibo. Ma, secretary of Zibo Municipal Party Committee, took the barbecue in Zibo as an opportunity for many times to connect talents and technical resources for the city. "I believe that with young students and young people entering the city in both directions, the future of Zibo will be brighter." The horse said:
"I don't know how long it will last, but it's important not to make the guests feel bad." Chi Guangchun said.