/PRZWT/Harbin, March 1, 2024 - "Erbin, you make me feel unfamiliar."
This sigh from the locals confirmed the popularity of Harbin in this winter. The frozen pears were put on the table, the road was staged "Pegasus on Ice", and the "Southern Golden Bean" occupied the ice and snow world... The delicious food and landscape with great regional characteristics attracted guests from all over the world. At the same time, it also made the locals call "in their hometown as a stranger" and "never enjoyed such treatment", which led to the continuous increase in the discussion of the topic of explosive stems in a large number of cities, and made the "Northern Ice City" come out of the circle in all directions this winter.
But this is not an accidental explosion. In order to seize the first ice and snow tourism node after the market recovery, Heilongjiang Cultural Tourism and Ocean Engine-Yunyou Four Seas IP have reached a cooperation to start long-term urban topic operations from August 2023. Online talent plants grass on the whole network, offline music festivals and other activities continue to heat up, accumulating the city's sound volume until winter to release, breaking through 2.70 billion exposure in one fell swoop, completely igniting the heat of ice and snow in Harbin, and setting off the national "Cultural Tourism Festival".
Winter consumption cannot avoid the hot spots of the Spring Festival. This carnival also unsurprisingly stimulated the enthusiasm for travel throughout the Spring Festival holiday. From the "2024 Spring Festival Consumption Data Report" released by Douyin, it can be seen that the national tourism accommodation orders increased by 130% year-on-year, of which ice and snow related orders increased by 39% year-on-year. Food, drink and entertainment across the board heated up, and the consumer market in the Year of the Dragon ushered in a "good start".
Mainly listen to the advice: eight cities in one province cooperate to make efforts, and turn danger into an opportunity to make a sound
For tourist cities and popular attractions, although popularity is a prerequisite for attracting tourists, good reputation is the guarantee of long-term passenger flow. How to deal with emergencies and public opinion pressure caused by uncertain factors is an important test for the operation of cities and scenic spots. This time, Harbin's textbook-level response successfully turned the crisis of trust into a "city business card".
As a "seasonal Internet celebrity" jokingly called by netizens, Heilongjiang Cultural Tourism has made preparations for winter tourism early. In December, when the peak season of ice and snow tourism was approaching, the Harbin Ice and Snow World, which was widely expected to open in China, was pushed into the trend of public opinion due to a "refund" crisis. In this regard, Harbin faced the problem head-on, sincerely apologized, and Heilongjiang Cultural Tourism took the lead, patiently listened to the suggestions of the majority of netizens, responded quickly and actively resolved it, and won the recognition of the public.
Taking this opportunity, Heilongjiang Cultural Tourism initiated the official topic #Winter will come to Heilongjiang, and cooperated with the platform topic #Yunyou Four Seas, #Douyin Winter Travels as the main position for the call for papers, and simultaneously launched the Douyin Challenge and a series of promotional videos, led by Harbin, Qiqihar and other 8 cities.
In addition to the positive guidance of online topics, Heilongjiang Cultural Tourism also joined hands with Ocean Engine to simultaneously launch the offline launch ceremony of "Travel to the Four Seas - Heart of Heilongjiang". Representatives of Heilongjiang provinces and cities, representatives of a large number of star map experts, and representatives of local tourism businesses all came to the scene to demonstrate and promote the high-quality resources of cultural tourism in Heilongjiang Province, and released a number of measures to help the in-depth building of winter ice and snow tourism brands.
Create a city grid: Guanda linkage cross-border fun, promotion to the top of cultural tourism in one fell swoop
There are clouds on the Internet: the good-looking skins are the same, and the interesting souls are one in a million. It is really difficult to attract the interest of young people in today's tourist attractions without a little work, and it is best to set off a gust of wind on social platforms. The appearance of Harbin's "persuasive city" happens to hit the "heart" of young people.
In order to let the "little golden beans" who have come from afar have a more comprehensive understanding of the local customs and conditions, Heilongjiang Cultural Tourism and Douyin specially invited 12 experts to serve as cultural tourism recommendation officers to form a 100 million fan talent group to collect on-site wind through a 4-day and 3-night ice and snow discovery trip. At the same time, Douyin and Watermelon Video have taken two-pronged approach to launch a multi-creative model, relying on various platforms to promote the centralized blessing of resources. The talent group presents the tourism characteristics of Harbin and the entire Heilongjiang in a three-dimensional manner from the dimensions of food, beauty, entertainment, and strategy.
Not only that, Heilongjiang Cultural Tourism also cooperated with Watermelon Video to create a travel documentary "Ice and Snow Burning Winter" in collaboration with millions of fans of travel experts @fantasist japaul, to experience the "Song of Ice and Fire" in Heilongjiang in winter.
Top influencer @Xiamen Apo, etc., took the lead in publishing tour guides, speaking for Harbin, "Southern Little Golden Bean" to experience Harbin and other positive guiding content, the positive development of online sentiment, and the search for Harbin Music Festival continued to rise, and the content of experts rushed to the hot search one after another.
In addition, leveraging the two heavyweight platform IPs of Douyin's Winter Travels and Dcar's "Automobile Ice and Snow Public Testing Festival", Heilongjiang Cultural Tourism has created "Douyin's Winter Travels · Offline Carnival" and "Ice and Snow Music Festival" landing activities. Among them, the three-day carnival on Harbin Central Street attracted nearly 5,000 people to participate in interactive games, distributed nearly 3,000 gifts, and exposed over one million traffic, bringing high popularity to Central Street and completely igniting the heat of the clock in.
Collective unwinding: The "Erbin effect" continues to ferment, and the national cultural tourism industry listens to the persuasion
Looking at the cultural tourism market in the past two years, it is not difficult to find that "people" has become the top password for urban tourism. From the hospitality of Zibo barbecue to the enthusiasm of Tianjin diving, and then to the popularity of Guizhou village super, short videos have become an important window for the public to understand new things and unlock new experiences, and become the driving force of local cultural tourism bureaus.
As of December 2023, Harbin's search volume has exceeded 53 million times, and line tour orders have increased by 1880 times year-on-year. After entering 2024, Harbin's popularity has risen all the way. During the New Year's Day period, Harbin achieved a total tourism revenue of 5.914 billion yuan, reaching a historical peak. After the holiday, 7 of the top 50 Douyin hot lists are related to Harbin, and Harbin accounts for 2 of the hot TOP3.
Looking at Harbin's "one vote is hard to find" and "a sea of people", cultural tourism in various places can't sit still, try their best, vow to "rub" a wave of heat, "listen to the advice" "development department" and other people set up that is easy to come by - Hebei Cultural Tourism changed its name and threatened to be the king of rolls, Jilin listened to the advice to move out Zhang Qiling, Henan Luoyang listened to the advice to welcome Her Royal Highness the princess back to the city, Shanghai listened to the advice to open the magic city in the way of flowers... 26 provincial and municipal cultural tourism halls Douyin account has increased by nearly 6 million, together to welcome this wave of wealth.
The "Harbin Effect" not only reignited the popularity of ice and snow in Northeast China, but also stimulated the tourism enthusiasm of the whole network. It successfully converted online popularity into offline consumption and promoted economic recovery. It also directly started the internal war of cultural tourism in cities across the country, triggering a phenomenon-level cross-cultural and cross-regional grand celebration. Cultural tourism marketing in 2024 has opened a new perspective.
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The flow brought by a wave of popularity is often limited. To achieve long-term growth, it is more important to do practical things and grasp "retention". Harbin's out-of-the-loop has not only boosted the local tourism economy, but also successfully turned the city's name into a cultural symbol, steadily catching this "splashing wealth", so that cultural tourism across the country has seen an opportunity to start the local tourism voice.
This year, Ocean Engine's local consumption will continue to promote urban cultural tourism marketing, launching the "Beautiful Destination 2024 · City Star Trend" plan, focusing on potential cities, aggregating popular activities, popular routes, popular hotels, popular customs, etc., incubating treasure destinations, and building a new trend of urban roaming.
In the future, Ocean Engine will continue to cooperate with cultural tourism in various places to create Douyin's popular city IP, jointly build urban grass marketing projects, and jointly build high-quality content and consumption scenes. With urban empathy, regional focus, multi-party endorsements, popular dryness, scene planting grass, grand ceremony breaking circles, radiate users across the country, and jointly promote the collection and marketing of varieties to improve efficiency, create more influential popular cities, and let more "Erbin" usher in their own highlight moments.
