tianfu new vision丨daolang is back, why did he make this city popular?
2024-09-09
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on the evening of august 30, at the tuojiang river in zizhong, sichuan, singer dao lang's online concert, "where mountain songs are played," triggered a screen-sweeping trend, with more than 53 million people watching online and over 600 million likes, breaking jay chou's previous video account live broadcast record. following dao lang's online concert, on september 5, tickets for the first stop of dao lang's tour, chengdu, began pre-sale, and were almost sold out in seconds.
the concert also made zizhong county popular. on the evening of august 30, "zizhong, daolang's hometown" became a hot search. the baidu index of "zizhong" increased by 305% compared with the 29th, the wechat index increased by 77.66% day-on-day, and the video number source increased by 108.98% day-on-day.
daolang's star effect combined with his hometown feelings made zizhong an overnight sensation.the overwhelming traffic also brings new opportunities to the city. how to turn traffic into "retention" and turn the city from "explosive popularity" to "long-term popularity"? this is not only a test that zizhong needs to face.
after half a lifetime of wandering, he still returns as the king.
after 12 years, daolang returned to the concert stage again and sang on the banks of tuojiang river in his hometown of zizhong. three and a half hours and 39 songs not only triggered the carnival of middle-aged "dao fans" (daolang fans), but also made zizhong famous all over the world.
traffic is pouring in, and opportunities are rare.the promotion of “internet celebrities” and “top-tier” ips has added fuel to the popularity of urban marketing.since the news that daolang was going to hold a concert in his hometown came out, fans from all over the country went to zizhong to check in. on the day of the concert, zizhong was as lively as the spring festival. this successful concert will not only bring a short-term tourism boom, but is more likely to stimulate long-term city brand building and industrial upgrading.
in fact, marketing interactions between cities and people have always existed.sichuan girl jane zhang's song "i love this city" became the theme song of chengdu, bringing the city to the world. zhao lei's "chengdu" made chengdu famous and made "yulin road" famous all over the world. internet celebrity director liu hong is obsessed with promoting ganzi, and "sweet wild boy" ding zhen has made his hometown litang popular. in august this year, sichuan singer li yuchun served as the "sichuan cultural tourism promotion ambassador" to promote the beauty of sichuan.
in recent years, many cities have become internet celebrity cities because of their "celebrities" and have come up with new and exciting things.from the "wang po of kaifeng" who brought popularity to the ancient city of kaifeng, to quan hongchan's olympic gold medal that brought popularity to her hometown, maihe village, mazhang town, zhanjiang city, guangdong province, from the "barbecue shop owner" who went to zibo to "rush to grill" and exclaimed that "there is no way to finish grilling", to the "northeast big brother" who made the "little potatoes of the south" feel at home, with the help of the traffic of popular figures, many once low-key cities and regions have entered the public eye, which is really dazzling.
these "influencers" have brought the city's "meme spirit" to life, triggering emotional values and creating a nationwide craze for co-creation.jumping with crutches, doing splits, and shouting the slogan "survive for one minute, be happy for 60 seconds"... the locals' humorous "joke-telling" skills are used by the diving uncles in tianjin, attracting people to tianjin to have a look. the song "thank god and emperor" created by liangshan rapper nomi became a hit on the internet, making chengdu its own "disneyland", where people shout, rap, and hip-hop to have fun to the end. guo youcai, a young man from heze, shandong, became famous overnight by covering the old song "promise", which once restored the former bustle of heze south station, which had been abandoned for many years, and contributed a lot of emoticons and secondary creation materials.
driven by "internet celebrities", cities grasp regional characteristics, tap into scarce elements of local culture, and use communication media such as short videos to make the city's image more in line with young people's aesthetics.actress zhao liying made quanzhou hairpins "beautiful beyond the circle", and cao county men shouted in dialect "shandong heze cao county is awesome...", making cao county, the "center of the hanfu universe", popular. seizing the new attitude of "instant life", outputting aesthetic and emotional values in various ways, stimulating the public's desire to spread and share, and setting off social media. netizens became tap water, spontaneously planting grass, activating the social communication of urban marketing.
this kind of perfect city marketing brought about by "influencers" is also an opportunity for the city to be felt, experienced and interpreted up close.
from "one person makes a city popular", city marketing has a new paradigm. following hot spots, focusing on local ip, and doing various activities, city marketing has also entered the era of "personality", and the anthropomorphic "city setting" has injected endogenous impetus into local economic development.
the "post-90s" and "post-00s" who grew up in the internet era prefer cities that are "personalized, warm, close, and interactive." giving cities personalized characteristics can deepen their emotional resonance with the city. in 2023, zibo became the most hospitable big brother. the temporarily added "barbecue train", volunteers everywhere, and the sincere hospitality of citizens all made the warm "city setting" of this city come alive. during the new year's day of 2024, harbin created the image of a "domineering president" with the government service of "you make requirements and i implement them". free shuttle buses, warm houses, etc., made people feel the taste of "pampering you". the open attitude, inclusive demeanor, and innovative methods make people feel the colorful image of the city.
from "personality" to "city setting", in the era of "internet +", the image of a city is no longer just a point on the geographical coordinates, but a symbol full of personality.this means that city marketing is no longer a simple promotion, but a personalized "city setting". at present, the long-tail effect of daolang's online concert on zizhong's city brand is still continuing: daolang's online concert recording site has been transformed into the ancient city wall music square, and a "place where folk songs sound" logo will be set up; the authorities also took advantage of the popularity to promote zizhong's confucian temple, martial temple, chonglong mountain and other cultural and tourism resources, create tourist routes, and plan cultural and creative products. during the national day, a national "dao fans" gathering is also planned.
zizhong is also the hometown of confucius' teacher chang hong, who is also an expert in music. in recent years, zizhong has been building the chang hong music art brand. in the future, it may be possible to build a music "city setting" based on the ip of "where folk songs are played" to form a brand effect of the city of music.
to create a high-quality "urban design" brand that will last for a long time, top-level urban designers must also "take a long-term view of the situation."in order to capture the traffic brought by internet celebrities, "urban design" also needs to return to economic and industrial laws, and to the construction of human living environment, business environment, legal environment, etc., and form a sustainable, three-dimensional, hierarchical and holistic urban high-quality communication system from shallow to deep, from the outside to the inside. only then can the traffic gain long-term vitality.
