China on the tip of the tongue, landscape bacon poster CFP picture

China on the tip of the tongue, China on the tip of the tongue, director Chen Xiaoqing CFP picture

A documentary is quietly becoming popular all over the country, which is China on the tip of the tongue. Until yesterday, when interviewed by our reporter, Chen Xiaoqing, the director of this documentary, still could not hide his excitement. Chen Xiaoqing said that he "made this documentary with respect and affection 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 food

conveys the culture of different regions

When the fishing net is slowly pulled up, the camera quickly jumps to tell 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 ancient "New Rice Festival" in Yunnan and Guizhou, when new rice comes down, people will hold a ceremony to store rice in the barn; When the newborn comes, the gift brought by relatives and friends is rice.

The same kind of food goes from north to south, and is grafted and combined in different regions, resulting in 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 of food and their similarities. For example, there are cold noodles in the north and rice noodles in the south, which are different varieties of rice flour food. Guilin rice noodles, for example, may have come 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

Taste the world or be far away

Some viewers say that the documentary is full of warmth; Some viewers have been subverted by the documentary: the profoundness of Chinese 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 food has been ignored.

To make this documentary, Chen Xiaoqing and his team went to nearly 111 places, which took almost one year. Many food experts and literati were also used as think tanks, and Sony F3 HD camera was used to shoot. 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 of their love for life. Chefs are graded, regardless of ingredients, and eating delicacies every day does not mean that this lifestyle is noble. Great taste will be weak, often in the most remote and occluded kitchen, you can taste the best human taste. "

Touching emotions

There is homesickness in the taste

This documentary about food 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 Chinese food through the window of food, and then perceive the cultural heritage and social changes in 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 an empty nester in Cicheng, Zhejiang Province is when their children and grandchildren come back from Ningbo to make delicious rice cakes for them. The whole family sat together, eating rice cakes and chatting about their families, which made them feel 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 called "homesickness".

The effect of "the tip of the tongue" A TV documentary actually brought 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, and netizens spontaneously created a local version of "the tip of the tongue" and a college version of "the tip of the tongue" ... This case of successful promotion of traditional media programs with the help of online media has attracted the attention of many online marketers.

Luo Li, a communication researcher who has successfully promoted Empresses in the Palace, "Palace Lock Pearl Curtain" and other projects on the Internet, said that the theme of this documentary is very good, because food is the most easily accepted topic by all walks of life. Secondly, it extends various topics, for example, audiences in various places 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 that cannot be ignored.

Rong Panfei, 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 4, * * * 5,844,791 people went to Taobao to look for snacks and specialties, and the number of searches reached 4.7 million times, with the search volume increasing by 13.54% month-on-month, with 21.15 million people browsing related food pages and more than 7.29 million transactions. On May 24th, Taobao launched "Taobao on the tip of the tongue", which collected dozens of food specialties broadcast by documentary. In just 24 hours, more than 311,111 people paid attention to "Taobao on the tip of the tongue", with the number of views as high as 11 million times and more than 71,111 transactions. Driven by this, the turnover of Alipay in food-related categories reached 21.95 million yuan, an increase of 16.71% from the previous month. Therefore, although China on the Tip of the Tongue didn't deliberately carry out this marketing, the powerful 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 capture the hearts of the people

In fact, China on the tip of the tongue has not been broadcast yet, and many people are talking about it in Weibo. At ten o'clock in the morning on May 4th, Chen Xiaoqing uploaded the poster of "Landscape Bacon" on Weibo, and wrote in an unusually low-key tone: "Look at it if you have nothing to do tonight. Not ugly, really. Please help me. " The poster has the broadcast time, channel and a link to the film.

With a straightforward and sincere attitude, this Weibo was quickly forwarded tens of thousands of times.

Rong Panfei, senior marketing director of Junfeng Culture Company, said that although the documentary was not deliberately marketed and promoted in Weibo, a Weibo directed by Chen Xiaoqing played a great role. She pointed out that at that time, the links in the film flowers were highly targeted, which not only attracted many "foodies" with the theme of food, but also showed a more international narrative method different from previous documentaries and attracted cultural people in Weibo. In addition, Chen Xiaoqing, as a documentary director and food columnist, has more than 111,111 fans, and he is forwarded by many literati friends. Therefore, the documentary has accumulated a good reputation before it was 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, the topic of "food safety" came into being. In Rong Panfei's view, this kind of discussion is also the driving force for the popularity of documentaries. "The more arguments, the more curiosity of the audience, and the more people are willing to see this film."

"drift" has become a normal state of modern life. Chen Xiaoqing said: "With the rapid development of urbanization, the original extended family in China is also changing. Through the story of eating, to show the life of ordinary China people, "China on the tip of the tongue" has a heavy sense of history. "

Actually, China on the Tip of the Tongue is not only popular at home, but also very popular abroad. Liu Wen, director of CCTV documentary channel, revealed that they have reached sales agreements or intentions with communication organizations in more than 21 countries and regions such as Germany, South Korea, Japan and the United States.

Luo Li said: "There may be some accidental reasons for the success of Tongdian, but its method is worth studying and learning, which will help traditional media find favorable opportunities for development in the competition with online media."

Behind-the-scenes story

Food on TV

"You can't eat it when you see it"

Chen Xiaoqing said that enjoying food and making food programs are two different things. When a dish comes out, it must be photographed first, and it must have been cold when it was eaten. If you don't have time, you can't eat.

Chen Xiaoqing also revealed a little secret: In fact, many delicious foods on TV are just beautiful but can't be eaten. "A delicious food, you want it to be fresh and exciting to the audience visually, it is best to take advantage of it when it is not ripe. There used to be a very good friend named Amy, and now she has published several books. Later, I went to her house for dinner. The steamed fish was very beautiful, but when I put chopsticks down, the fish was raw. You see a lot of things in magazines, but they are actually immature. "

Ren Changzhen, the executive director of China on the Tip of the Tongue, revealed that the first thing the director team did after it was formed was to ask the Chinese Cuisine Association for advice on cooking. In the face of 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."