Screenshot of China on the Tip of the Tongue China on the Tip of the Tongue Chen Xiaoqing CFP.
A documentary is quietly spreading all over the country. It's China on the tip of the tongue. Until yesterday, when interviewed by our reporter, Chen Xiaoqing, the director of this documentary, could not hide his excitement. Chen Xiaoqing said that he "made this documentary with respect and love for food", so he conveyed not only delicious food, but also a touch. He said: "Often in the most remote and closed kitchen, you can taste the best human taste."
The taste of eating
Inherit the cultures of different regions.
When the fishing net is slowly pulled up, the camera jumps quickly and tells the fishing scenes in other places ... In documentaries, such similar pictures often appear, which makes the audience want to stop. And many little-known customs have opened the eyes of the audience. For example, in the "New Rice Festival" in ancient Yunnan and Guizhou, when the new rice came down, people would hold a ceremony to store the rice in the barn; The newborn came, and the gifts brought by relatives and friends were rice.
The same food is popular in the north and south, and grafted in different regions, giving birth to foods with different regional cultural characteristics. Chen Xiaoqing told reporters: "We actually use' eating' to convey different cultures in different regions. We photographed the differences and similarities of food. For example, there are cold noodles in the north and rice noodles in the south, which are different varieties of rice noodle food. For example, Guilin rice noodles may have originated from Qin Shihuang's command of the army to build a Lingqu, and northern noodles have a new form in Guilin-rice noodles. From the perspective of diet, we can see that China is a unified country. "
Taste life
The smell of human beings is still far away.
Some viewers said that the documentary is full of warmth; Some viewers were subverted by the documentary: the profoundness of China cuisine has always been regarded as a dazzling array of cuisines or skilled chefs, but the most important point-the simplicity and wisdom of the working people behind the cuisine has been ignored.
In order to make this documentary, Chen Xiaoqing and his team went to nearly 65,438+000 places, which took nearly a year. Many food experts and literati are also used as think tanks, shooting with Sony F3 high-definition camera. In Chen Xiaoqing's words, China on the Tip of the Tongue is a tribute to the local food culture in China.
Chen Xiaoqing said, "China people love food because they love life. Chefs are graded, regardless of ingredients. Eating delicious food every day does not mean that this lifestyle is noble. Great taste will weaken, and often in the most remote and occluded kitchen, you can taste the best taste of human beings. "
Touch emotions
There is homesickness in the taste.
This food-themed documentary is the first high-end food documentary released by CCTV Record Channel. However, this choice is not only because the director Chen Xiaoqing is a foodie, but also because he hopes to let the audience at home and abroad appreciate the beauty of China cuisine through the window of food, and then perceive the cultural background and social changes of China.
This documentary records the work of many ordinary workers. The peasant woman took her family to pick peppers early in the morning; Fishermen fish on stilts ... There is a story in the documentary: The happiest moment for empty nesters in Cicheng, Zhejiang Province is when their children and grandchildren come back from Ningbo and cook delicious rice cakes for them. The family sat together, eating rice cakes and talking about their families, and they were happy. However, after a short reunion, the children and grandchildren drove away separately, leaving the old couple at home.
Because of this emotional content, many overseas wanderers have tears in their eyes and touched their heartstrings, which is called "homesickness".
"Tip of the tongue" effect: a TV documentary actually brought a fire to an industry.
Since China on the Tip of the Tongue was broadcast, "the tip of the tongue" has become one of the hottest words at present. Netizens spontaneously created the local version of "The Tip of the Tongue" and the university version of "The Tip of the Tongue" ... This case of successfully promoting traditional media programs through online media has attracted the attention of many online marketers.
Li Luo, a communication researcher who has successfully promoted "Empresses in the Palace" and "Palace Lock Beads Curtain" on the Internet, said that the theme of this documentary is very good, because food is the most easily accepted topic by all sectors of society. Secondly, it extended various topics. For example, audiences from all over the world began to spontaneously create delicious food on the tip of their tongue after watching it, which brought word-of-mouth effect to the popularity of documentaries. Third, the promotion of online shopping is also a force to be reckoned with.
Rong, senior marketing director of Junfeng Culture Company, who has been engaged in marketing in Weibo for a long time, pointed out that Taobao data showed that within five days after the documentary "China on the Tip of the Tongue" was broadcast on May 14, 2004, * * 584479 1 people went to Taobao to look for specialty snacks, and the number of searches reached 47 10000, with an increase in search volume/KLOC. On May 24th, Taobao released "Taobao on the Tip of the Tongue", which collected dozens of food features broadcast in the form of documentaries. In just 24 hours, more than 365,438+00,000 people paid attention to "Taobao on the tip of the tongue", with 65,438+00,000 views and over 70,000 transactions. Driven by this, Alipay's turnover in food-related categories reached 2 1.95 million yuan, an increase of 16.7438+0% from the previous month. Therefore, although China on the Tip of the Tongue did not deliberately carry out this marketing, its strong influence on the Internet brought unimaginable follow-up promotion, and China on the Tip of the Tongue also benefited from it.
Reflection on the tip of the tongue A good marketing model is to seize people's hearts.
Actually, "China on the Tip of the Tongue" hasn't been broadcast yet, and many people in Weibo are talking about it. On the morning of May 14 10, Chen Xiaoqing uploaded a poster of "Landscape Bacon" in Weibo, and wrote in an unusually low-key tone: "Let's have a look if we have nothing to do tonight. Not ugly, really. Please help me. " There are broadcast times, channels and movie links on the poster.
The straightforward and sincere attitude made this Weibo quickly forwarded tens of thousands of times.
Rong, senior marketing director of Junfeng Culture Company, said that although the documentary was not deliberately marketed and promoted in Weibo, a Weibo directed by him played a great role. She pointed out that the links in the film "Flowers" at that time were very targeted, which not only attracted many "foodies" with the theme of food, but also showed a more international narrative way different from previous documentaries, attracting cultural people in Weibo. In addition, as a documentary director and food columnist, Chen Xiaoqing has more than100000 fans, and he has been forwarded by many literati friends. Therefore, the documentary has accumulated a good reputation before it is broadcast.
With the popularity of documentaries, many viewers began to have heated discussions on the Internet. On the one hand, the documentary itself, on the other hand, produced an "anti-tipping" topic-food safety. In Rong's view, this discussion is also the driving force for the popularity of documentaries. "The more arguments there are, the more curious the audience will be, and the more people will want to see this movie."
"Going with the flow" has become a normal state of modern life. Chen Xiaoqing said: "With the rapid development of urbanization, the original big family in China is also changing. Through the story of eating, it shows the life of ordinary China people. China on the tip of the tongue has a heavy sense of history. "
In fact, China on the Tip of the Tongue is popular not only at home, but also abroad. Liu Wen, director of CCTV Documentary Channel, revealed that they have reached sales agreements or intentions with media organizations in more than 20 countries and regions such as Germany, South Korea, Japan and the United States.
Li Luo said: "There may be some accidental reasons for the success of Tip of the Tongue, but its methods are worth studying and learning, which will help traditional media find favorable development opportunities in the competition with online media."
Behind the scenes story
Food on TV
"I can't eat."
Chen Xiaoqing said that enjoying food and making food programs are two different things. When a dish comes out, it must be photographed first. It must be cold when eaten. You can't eat without time.
Chen Xiaoqing also revealed a little secret: In fact, many delicious things on TV are just beautiful but can't be eaten. "A delicious food, you want it to visually give the audience fresh stimulation, it is best to take advantage of it is not ripe. There used to be a very good friend named Amy, but now she has published several books. Later, I went to her house for dinner. Steamed fish is very beautiful, but when I put down my chopsticks, the fish is raw. You see a lot of things in magazines, but they are actually immature. "
Ren Changzhen, executive director of China on the Tip of the Tongue, revealed that after the director team was formed, the first thing was to ask the Chinese Cuisine Association for advice on cooking. Faced with these big names in the culinary world, the questions raised by the directors are very unprofessional. For example, they asked the executive chef of Diaoyutai State Guesthouse, "What's for the state banquet?" The executive chef replied: "The state banquet is not delicious in a sense, because it must be exquisite, so the taste is mainly light."