01 Zibo Barbecue is so popular, first of all, it is fueled by fission communication on short video platforms.

Sorting out the context of Zibo Barbecue's popularity, it is not difficult to find that social platform communication has played a huge role in promoting it.

As early as May 2021, an up owner of Station B visited the Zibo Barbecue store and posted "Brother Shandong: "I promise, you will want to eat this barbecue as soon as you see it!"", with views exceeding 5 million; a Douyin gourmet

The blogger visited the Zibo Barbecue store and received 900,00 likes.

This year’s popularity first came from the large number of grass-growing videos posted by netizens on various platforms, especially college students.

Since late February, passenger traffic at Zibo Railway Station has begun to increase significantly, with the average number of passengers sent per day hitting a record high in the past three years.

A group of college students went to Zibo to eat barbecue, which became a temporary phenomenon. They "checked in at Zibo Railway Station" and created their own "Zibo Barbeque Gesture". Various fancy check-in gestures triggered collective imitation by college students. Young people who went to Zibo to eat barbecue "made their own circles"

, Zibo barbecue began to "explode".

Subsequently, various media quickly captured this news phenomenon, and provincial media such as Shandong Radio and Television Station and Shandong Radio and Television quickly followed up. Media such as China Central Television, CCTV, and Guangming Daily joined in and released various live broadcasts, short videos, comments, and in-depth reports.

At the same time, the local government invites Internet celebrities and foreign friends to Zibo to experience it.

The wide spread of various media communication matrices, coupled with the automatic drainage of traffic by Internet celebrities, make Zibo Barbecue continue to be popular.

The second reason why Zibo Barbecue is so popular is its extremely pure "down-to-earth atmosphere".

There was a short square table and a few old horses. A group of friends sat in front of a small oven and put the meat skewers that had been cooked until they were half-cooked on the oven rack. After a while, the meat skewers started to sizzle.

, the oil drips into the charcoal fire below, and the barbecue smell mixed with the aroma of fruity charcoal wafts out, which makes people appetite.

Then, spread out the small pancake in the palm of your hand, or pinch the garlic chili sauce, or dip it in chili powder or cumin powder, put green and white crispy green onions, and burnt and shiny meat skewers, roll up the pancake, roll it down, and send it away.

In the mouth... while greatly satisfying the taste buds, doing it yourself and participating in it have become the signature of Zibo barbecue.

"Bake oven with dipping sauce, soul barbecue three-piece set", diners can DIY according to their preferences. The sound of sizzling barbecue and the bustling fireworks are full of a sense of solidity and happiness that life is on track after the epidemic.

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The popularity of Zibo barbecue is also due to the local hard-core convenience measures that were quickly launched.

After Zibo Barbecue became popular, the local area responded quickly and issued a series of hard-core measures: adding 21 "Zibo Barbecue" customized special buses to provide students with free or half-price accommodation in youth stations, strengthening patrol prevention and control, prevention publicity and traffic diversion, carrying out food express

The inspection ensures food safety and releases the Zibo Barbecue Map... Various measures are beneficial to the people and convenient, eliminating the worries of diners coming to Zibo, and further enhancing the regional brand image of "Zibo Barbecue".

02 What kind of inspiration does the popularity of Zibo Barbecue bring to us?

This is divided into two aspects: one is how to become an Internet celebrity city, and the other is how to change from "Internet celebrity" to "long-term celebrity".

Let’s talk about the first level first - to build an Internet celebrity city, we must first firmly grasp the youth, the most active, active and energetic group.

Young people are full of vigor and enthusiasm, bring their own traffic, are willing to share, and are good at using various social platforms.

Whether it is the popularity of Zibo Barbecue, the lighting up of Chaoran Tower, or the earlier popularity of Caoxian County, young people and college students were the first to participate in the check-in, and then became popular on the Internet.

It can be said that wherever young people pay attention and pursue what they pursue, traffic will naturally follow.

How to create a fashionable, energetic and youth-friendly city image, and how to firmly capture young people, the city's explosive traffic group, are the keys to building an Internet celebrity city.

We hope that young people will continue to focus on Shandong and that the next Internet celebrity city will emerge in Shandong.

Furthermore, satisfying people’s beautiful needs, especially those for delicious food and fun, is the last word and the real skill.

The fireworks in the world are the most soothing to mortal hearts.

Many cities have their own characteristics. Food full of fireworks is the most down-to-earth and can bring people closer.

In the past few years, Zibo has been building a "Five Good" city that is easy to learn, good to see, good to eat, fun and good to start a business.

These "five good things" correspond to various needs of people.

From this perspective, we may be able to find the beginning of Zibo Barbecue’s popularity.

Let’s look at the second level – how to change from “Internet celebrity” to “long-term celebrity”?

The first is to take the initiative and actively divert traffic.

After signs of a hot trend appear, you cannot sit idly by and remain indifferent, but you must actively follow up and act quickly.

In the case of "Zibo Barbecue", whether it is launching a number of measures to improve tourist satisfaction and guarding the bottom line of safety, or actively planning and effectively guiding various media, business platforms, Internet influencers, citizens, and college students to speak out, it continues to grow bigger

Communication channels all reflect this.

Next, break out of limitations and amplify the effect.