"I drove three hours from Binzhou to eat this Zibo barbecue."
"I've been waiting in line here for more than an hour"
...
Recently, this kind of scene can be seen everywhere in the streets and alleys of Zibo, and the Zibo barbecue, which is famous for its "small cakes and everything", is on fire with the naked eye!
According to previous media reports, an entry "College students organized a group to eat barbecue in Zibo" topped the hot search list in the same city, with over 5 million searches. Zibo Railway Station is crowded with college students who come for a barbecue. According to the data of Zibo Railway Station, on March 4th, Zibo Railway Station received more than 5, people a day, the highest in nearly three years. On the second weekend of March, when interviewing in Zibo, the poster journalist noticed that students and tourists who came here to taste the Zibo barbecue were still coming in an endless stream, and it was hard to find a place in some shops.
The food documentary A String of Life says: "Meat is the same theme of human barbecue." As a popular food, barbecue is distributed all over the country. Why do people have to go to Zibo to eat barbecue? What's the password behind it? What does this "barbecue fever" mean for Zibo?
Zibo's barbecue is full of fire, and the most delicious flavor is Zi.
How hot is Zibo's barbecue? Nowadays, as long as you search for the word "Zibo BBQ" on the major platforms of the Internet, the raiders and praises of Zibo BBQ will come like a flood.
In this regard, some analysts say that the barbecue fever in Zibo is a microcosm of the retaliatory consumption and tourism boom after the epidemic. It seems natural that the baton of traffic is passed to the food after the tourist attractions are circled one after another.
But the question is, why is it Zibo's barbecue that started the fire?
As we all know, Shandong cuisine is the first of the eight major cuisines, and Boshan cuisine in Zibo is the birthplace of Shandong cuisine. The long and heavy food culture adds a touch of confidence to the barbecue in Zibo. For example, the standard cookies of Zibo barbecue are actually the traditional food IP of Zibo. After all, Zhoucun baked wheat cake has already become a national intangible cultural heritage.
Zibo BBQ, Jinan BBQ and Qingdao BBQ are also called the "three schools" of Shandong BBQ. Specific to the barbecue in Zibo, Zibo is connected to six cities, and the ingredients are rich, so we can learn from others. At present, it is the only one in the cities in China that keeps the independent small-furnace pure charcoal barbecue with cigarettes, and the 7-8 mature kebabs should be redried on the small furnace, and the diners can judge the heat and enjoy the fun of barbecue by themselves. Its biggest feature is that the cookies, shallots and kebabs are all in one, and they are rich in taste. This way of eating is different from other barbecues, which is the outstanding place of Zibo barbecue.
Don't look at these simple steps. In fact, Zibo people have their own tricks everywhere. First of all, let diners have an immersive barbecue and experience a barbecue, which has its own fun; Secondly, I can master the temperature of the barbecue according to my own taste; Finally, it can extend the customer's consumption time.
according to the consulting data of Ai Media, barbecue is the most popular category of night dining consumption in the new generation in 222, and 72.4% of consumers choose barbecue for night dining. Barbecue can be enjoyed in beautifully decorated restaurants or in the streets. Compared with other specialties, it is not only a kind of food, but also represents a street culture with strong social attributes. Three or five friends get together and have a barbecue. It doesn't cost much, but you can talk for a long time.
Junior students Qin Ying, Zheng Yaru and their friends from Shandong Institute of Petrochemical Technology originally planned to have a barbecue in Muyang Village, Zibo, but because there were too many people, they went to a nearby barbecue shop to eat.
Qin Ying is from Chongqing, and Zheng Yaru is from Qingdao. They have never eaten Zibo barbecue before. They took the train from Dongying for more than an hour and came to Zibo. "Zibo barbecue is too hot recently." Qin Ying said that it tasted good after eating it.
This spring, as the main consumers, college students can walk out of school freely, and the smooth flow of high-speed rail makes it possible to have a short weekend trip. Zibo, who lives in the middle of Shandong Province, has a moderate distance from other places, so tasting Zibo barbecue naturally becomes the best choice for college students.
It is not difficult to see that the barbecue fever in Zibo has something to do with its distinctive taste, which has created an immersive and attractive consumer experience.
This is a unique flavor of Zi.
traffic blessing, creating "Zibo barbecue" in many ways. IP
As the saying goes, the fragrance of wine is afraid of the depth of the alley. Zibo barbecue fire to this extent today, "Zi" flavor is very important, but it must not be the only reason.
In fact, Internet thinking and traffic are also accelerating Zibo's barbecue circle. Among them, the help of star bloggers with traffic comes from Zibo's accurate grasp of traffic.
In recent years, Zibo has continuously built the brand of "Zibo Barbecue". In CCTV's "Harmony is Ziwei", Shandong Satellite TV's "The Best Taste of Shandong" and bilibili's "A String of Life", Zibo's barbecue frequently appeared, leaving a deep impression on netizens and food lovers.
As early as 22, at the first Zibo Wheat Field Music Festival, Joker Xue and others had recommended "Zibo Barbecue" and "Zibo Barbecue" had been popular. Subsequently, Tik Tok blogger Wu Lala's interesting trip to Zibo became the expansion of the network map of "Zibo Barbecue", and "BBQ rolls" became the exclusive action of Zibo people, attracting more and more foreign tourists to Zibo for a quick taste.
in p>221, a short video of bilibili's well-known up owner, "The Story of the Food Encounter of the Stealing Moon Society", introducing the barbecue in Zibo once became popular all over the Internet. "I promise, you will want to eat this barbecue at first sight!" In just 12 minutes, cookies, young onions, skewers, garlic hot sauce and sesame salt mobilized the taste buds of every audience. In February this year, Tik Tok's big V "Uncle Desert" with 8 million fans also came to the quaint Zhoucun Street to open his first outdoor live broadcast, introducing Zhoucun to millions of netizens and recommending "Zibo Barbecue" ... < P > 1: 7 < P > Red and big V from various road networks rushed to punch in to promote and endorse the barbecue in Zibo. At one time, outsiders only heard the name of Zibo barbecue, which was hard to taste.
"Now is the internet age, and the influence of traffic effect and' planting grass' can't be ignored more and more, especially the driving force of stars and online celebrity for young people." Media commentator Zhu Wenlong said.
College students from all over the world have been pouring into Zibo, which has actually laid the groundwork as early as the past few years.
In the network era, the "traffic competition" between cities will inevitably become one of the propositions to stimulate the vitality and enhance the value of cities. This is inseparable from the innate endowment of the city, and it is also inseparable from its positioning, all-round cultivation, guidance and efforts.
according to media reports, as early as 221, Zibo has been seriously thinking about the needs of young people, focusing on the proposition of happy life and career achievement, and making efforts to build a "five-good" city that is "studious, good-looking, delicious, fun and entrepreneurial", and to create a strong magnetic field near and far away.
Since then, Zibo has taken the lead in proposing the construction of a colorful and energetic youth entrepreneurship-friendly city in the province, and has been approved as a pilot for the construction of a youth development-friendly city in Shandong Province and a pilot for the construction of a national youth development-oriented city, making bold explorations to enhance the vitality of the city.
In July, 222, Zibo Municipal Committee of Youth League organized more than 3 college students from Peking University, Huazhong University of Science and Technology and Harbin Institute of Technology to have an in-depth experience in Zibo. Students have said that Zibo's rich cultural heritage and great development and changes have left a deep impression on them.
In February this year, Zibo Communist Youth League Committee innovatively organized more than 26 chemical engineering students from eight universities in the province to "come to Zi for experience", which was employment-oriented, involving not only business observation, but also food, clothing, housing and transportation, history and humanities. Many students eat barbecue under the guidance of teachers, but they can't help showing off to their classmates and alumni on the Internet. The temptation of "Zibo barbecue" spreading among young students is not small.
in March, Zibo's "invitation to clear the north" completely opened up the "Ren Du Er mai" for college students to barbecue with Zibo. During the activity, they walked into two universities, had a cordial exchange with the students, and warmly recommended Zibo barbecue and Shandong cuisine to everyone. Welcome everyone to Zibo to listen to Shaole, visit Liaozhai, play cuju and taste Shandong cuisine.
It can be seen that this round of "Zibo Barbecue" is neither the first time nor accidental. It is precisely with the focus on the positioning of urban traffic, the strong boost of the Internet V, the personal experience of students coming to Zi, and the unique atmosphere tolerance and heavy food and humanities accumulation of this city that * * * has made "Zibo Barbecue", a new IP of the city with its own traffic and heat.
what does this "craze" mean for Zibo?
Recently, in order to leave more favorable impression on young people, Zibo proposed that 38 youth hostels in the city provide free accommodation for eligible young students who come to Zi for job hunting and employment for 2 nights three times a year, and young students who come to Zi for internship, play and visiting friends can enjoy half-price accommodation for 5 days four times a year. The promotion of Zibo BBQ rose from netizens' spontaneity to urban action.
A barbecue can make people remember Zibo; A barbecue has also changed the image of Zibo in the minds of countless young people. Nowadays, the "Zibo Barbecue" has gathered to form a powerful cultural power to promote the accelerated rise of Zibo and stimulate the vitality of urban youth.
in terms of the speed of urban development, Zibo is not the most eye-catching city in Shandong in recent years, but it is a city with deep still water, relatively moderate government, relatively perfect market economy, strong industrial base and high attention to sustainable development, which has created a harmonious development atmosphere in the transition and leap.