The inspiration for "going out of the circle" is that the director directly "recruited customers" and conducted research on Zibo barbecue in multiple places | Zibo | going out of the circle
Since the beginning of this year, Zibo barbecue has continued to thrive, attracting not only a large number of tourists, but also relevant government departments in many places to organize inspections, research and learning. Some places have also released research reports on Zibo barbecue.
Recently, the Union of Philosophy and Social Sciences Circles of Taizhou City, Jiangsu Province published "Zibo Barbecue is so hot, what can Taizhou take?" on its WeChat official account, with more than 5400 words. The author is the research group of Hailing District Government of Taizhou City. The article summarizes three noteworthy points, three thought-provoking questions, and three valuable experiences for Zibo barbecue.
Among them, in terms of three experiences worth learning from, the article points out that the first is to select the best "IP", deeply cultivate the segmented market, and create a "tipping point" for traffic. Just like shopping malls and supermarkets need to attract traffic, historical and cultural cities also need to deeply cultivate segmented markets, explore the most local cultural points, and cultivate and create cultural and tourism IPs with explosive effects in order to expand their reach. For example, barbecue in Zibo, Hanfu in Luoyang, and the Water Splashing Festival in Yunnan are all successful cases.
On April 30th, at a popular barbecue restaurant in Zhangdian District, Zibo City, waiters served customers grilled skewers. Xinhua News Agency image
The second is to polish the "brand", increase policy supply, and enhance the city's influence. The third is to cultivate a fertile soil, adhere to development for the people, and cultivate economic growth points.
Outside of Hailing, in early May of this year, the Qingfeng County Committee Office of Puyang City, Henan Province, established a special research group on "Zibo Barbecue". A group of three people went to Zibo City for a two-day inspection and learning. Through on-site visits to local functional departments, barbecue associations, barbecue shop owners, tourists, and local citizens, a more than 6300 word inspection report was formed - "Seizing the" New Wind "of Internet celebrity economy, cultivating and shaping the" New IP "of Puyang - Research on the phenomenon of" barbecue going out of the circle "in Zibo.". The report provides a detailed discussion on the process and methods of "going out of the circle" for Zibo barbecue, and summarizes five inspirations for "going out of the circle", proposing "going out of the circle" suggestions for local development.
The enlightenment of "going out of the circle" includes seizing the most active group of "young people", making good use of "Internet", the most efficient communication carrier, practicing the most basic skill of "operating power", activating the most scarce resource of "integrity", and answering the most difficult examination paper of "junction point".
After Zibo barbecue became popular, many local government and business inspection teams went to inspect and learn from their experiences. In order to uncover the secret of Zibo's success, officials from Jinzhou, Liaoning, Dingzhou, Hebei, Xinyang, Henan, and Hebei District of Tianjin led teams to conduct investigations. The cultural and tourism directors of Weifang and Rizhao in Shandong even directly recruited customers at barbecue stalls.
So, for the sister cities that went to investigate, what are the areas that Zibo BBQ Changhong can learn from? According to Niu Fengrui, the director of the Small and Medium sized City Research Institute, the key to this analysis is to grasp commonalities, such as learning how to create a good business environment and provide good services.
For example, the research report of the government research group of Hailing District mentioned that the Zibo barbecue became popular this time, and the local government's response to it was praised everywhere. The enthusiasm and friendliness of the local people were even more unforgettable, and serving the people and the power of the people were intertwined, achieving a resonance of unity, direction, and frequency.
"In this' traffic feast ', we can feel that the entire city of Zibo and all Zibo people cherish this opportunity and honor. Every Zibo resident is the master and participant, without any spectators or bystanders." The report from Hailing District points out.
Niu Fengrui said that this is also a manifestation of overall social progress, and a basic condition for whether a good business environment can be sustainable. Creating a good business environment is not only the responsibility of the government, but also requires the efforts of every business operator and citizen.
A research report from Qingfeng County, Puyang City, Henan Province pointed out that Zibo's barbecue dominance has ignited the "fuse" for Zibo's "going out of the circle". The government has introduced a series of policies, providing an "aerobic environment" for Zibo's "going out of the circle". The integrity environment created by functional departments, market entities, and citizens is the inexhaustible "fuel" for continuously promoting "flow" to "retention" and "diners" to "tourists". The reason why Zibo's popularity is different from the fleeting internet hotspots in the past is that you can eat with peace of mind, eat comfortably, have fun, and have peace of mind here.
Associate Professor Ding Changfa from the Department of Economics at Xiamen University analyzed First Financial Economics and found that in the content learned from Zibo, the improvement of the business environment is the most important. The business environment includes software and hardware environments. Zibo has taken various measures to reduce the cost of tourists coming to Zibo for consumption. Even for Zibo, which has become popular in this round, barbecue itself has low technological content. The key is to take this opportunity to optimize and upgrade the business environment, such as how to attract talents, how to transform and upgrade traditional industries, and develop emerging industries well.
Niu Fengrui believes that the barbecue industry has limited driving effect on the overall economy of Zibo, and the future development of Zibo still depends on local industries and development. The effect of barbecue fever may be temporary, but it is crucial for Zibo to seize this round of barbecue fever, further optimize and improve the business environment, attract young people, and develop sustainable and emerging industries.
The report of the government research group of Hailing District also mentioned that due to clearing outdated production capacity and highlighting the crisis of weak economic growth, Zibo has been committed to transformation, upgrading, and iterative innovation in recent years. This barbecue became popular, and Zibo seized the opportunity, quickly followed up, and launched a series of measures to face the test questions behind "traffic", fully maintaining social security, stabilizing market order, and providing more convenient services. By providing high-quality offline services, efficiently connecting "online traffic" and transforming it into "secondary traffic", we have achieved a "fission type" growth in traffic. While restoring and boosting consumption, we spare no effort in attracting outstanding young talents.
