Home Travel I don’t want to leave when I come. What is the magic...

I don’t want to leave when I come. What is the magic of Changsha, the “net celebrity city”? |Liangmaqiao Research Institute Vol.16


Seeing that the scorching summer is getting closer and closer, where do you plan to look at the back of your head after work?

Let’s take a look first, where everyone went in the previous holiday. For example, the hottest city during the May Day holiday is not the super metropolises such as Beijing and Shanghai, nor the vicissitudes of Dali and Lijiang, but a humid, hot, and full of city fireworks—Changsha.

At the May 1st meeting, the average price of air tickets to Changsha as a destination was as high as more than 900 yuan, but this could not stop the enthusiasm of people from all over the country to go to Changsha. Train tickets are even harder to find: on May 1st, there were more than 100 high-speed trains from Guangzhou to Changsha. However, the tickets were all sold out before the holiday. This even makes the local people of Changsha puzzled: Why do people all over the country like us in Changsha so much?

Have you ever wondered when did Changsha start from “Miss Ma from Malan Mountain, Malanpo, Malan Town, and Malan Village” to the Internet celebrity city where even the police station has to check in now? Today we are going to take a look at the road to popularity of the Internet celebrity Changsha.

As before, we have prepared a transcript, but the video is more lively and lively.

Hidden Entertainment Gene

Changsha is hardly a newcomer. As long as you think about it for a moment, you will find that this city is a veteran player who debuted for many years, thanks to the important landmark of Changsha in the national TV network-Hunan Radio and Television. “Happy Camp”, “Everyday Upward”, this classic family carnival show, has long become a veteran TV variety show that accompanies generation after generation to grow up; in the past two years, the hottest shows: “Star Detective”, “Yearing “Life” and “Sister Riding the Wind and Waves” are also produced by Hunan Radio and Television. Hunan Radio and Television is located in Malan Mountain in Changsha. According to legend, during the Three Kingdoms period, Guan Yu stationed soldiers and raised horses here during the “War in Changsha”, hence the name “Malan Mountain”. In the late 1990s, Hunan Radio and Television moved here. After more than 20 years of intensive cultivation, a “Radio and Television Hunan Army” has been trained, and “Malan Mountain” has gradually become synonymous with Hunan Radio and Television from the place where Guan Gong raises horses. Long before Changsha completely became an Internet celebrity, the city has always been a crowded city. In addition to airports in Beijing and Shanghai, Changsha Huanghua International Airport is perhaps the easiest place to see celebrities in China. The most indispensable thing here is the standing sisters and fans who raised their hands and long guns to pick up the idols. After going to Malanshan to watch the recordings of the idols, the young people who came to this city would always rush to the city. Jiefang West’s bar street, check in with the fireworks at Juzizhoutou, and get lost in the countless delicacies in Changsha… Hunan rice noodles, stinky tofu, sugar-oiled rice noodles, flavored shrimps, fried rice bowls, milk tea, these familiar Changsha Snacks are naturally loved by locals, and they have also attracted countless foreign tourists. Pozi Street, Taiping Old Street, Huangxing Pedestrian Street, etc. are all food districts that foreign tourists must check in. Food culture can be said to be another golden sign of Changsha. Something about Changsha cuisine is like this: In Changsha, every time a rice noodle shop closes, another rice noodle shop opens; the crayfish and shrimp shells eaten every year can be piled into a Yuelu Mountain… Xiaoji went to Xiamen At that time, I found that Zengcuo’an Old Street reads “Mom commented on a must-eat street”; If so, Changsha would be a “must eat city”. In fact, whether it is Hunan Radio and Television or food culture, the cultural and entertainment industry has always been the background color of Changsha for so many years. Compared with provincial capitals such as Wuhan and Xi’an, Changsha has an underdeveloped manufacturing base, and its geographical location is deep in the hills of the central-south hinterland. To the south is not as good as Guangzhou, which is near the sea and adjacent to the special economic zone, and to the north is not as good as the “Nine Provinces” Wuhan; and the Wenxi fire in 1938 almost burned out all the historical sites and scenic spots in Changsha, and the tourism resources were also dimmed. Therefore, vigorously developing the tertiary industry, including culture and entertainment, has also become the best choice for Hunan Province. It is precisely because of the above that Changsha’s profound cultural and entertainment heritage has been created; The fan economy and food culture have also become the unique soil that nourishes it to become an internet celebrity check-in city. Internet celebrity elements flourish If Changsha in the past was a powerful old drama player, then in the past two years, Changsha has become the top tourist city in the past two years. The “Life Consumption Report for the 2020 November Holiday” released by Meituan in October last year stated: During the Golden Week of November, it is hard to find a cup of tea and a cup of tea, and it is difficult to order a table of super writers and friends. How popular are these two stores? During the November of last year, Chayanyuese’s orders exceeded 1.1 billion, Wenheyou ranked 40,000, and waited for 20,000…This is a level that makes people suspect that all Chinese people have come to Changsha. Let’s first talk about tea beauty. You may have never been to Changsha, but you must have never heard of Cha Yan Yue Se. Cha Yan Yue Se is a milk tea shop that focuses on the national style, and now it has become a business card in Changsha. With its unique tea taste, cheap prices, classically beautiful cultural core, and the story of trying to make money and defeating cottages, Tea Yanyue Se has swept the whole milk tea industry in Shaanxi and even the whole country. At present, there are more than 270 directly-operated stores in Changsha, which are nicknamed that they have achieved “Ten Steps and One Tea Beauty”. Too many tourists fly far away and come by high-speed train just to drink a cup of tea to make them look good. On Xianyu, it even gave birth to a business of drinking tea and drinking on your behalf, going to Changsha for you and drinking milk tea on your behalf. Another famous food check-in place in Changsha is Super Wenheyou. In the first half of 2018, Hunan Wenheyou Cultural Industry Development Group opened a nearly 5,000-square-meter “Super Wenheyou” in Hisense Plaza, Changsha. This new commercial form embedded in a corner of a modern shopping mall has reconstructed Changsha. City life in the 1980s. Grain shops, department stores, mail boxes, grocery stores, barber shops, bathhouses, as well as exposed red bricks, rough cast iron, iron-clad wooden doors, steaming snack bars at the corners…Visitors can walk in the retro-style alleys Eat stinky tofu and peel crayfish in it. With this kind of human fireworks, Wen Heyou is firmly at the forefront of the check-in list of Changsha tourists. The influence of influencers in Changsha over the past two years is also inseparable from various social apps: open a social software and search Changsha, and you can see all kinds of fashion-dressed hot girls, punching photos in Juzizhoutou. In the past two years, in addition to food and drink brands, red check-in locations have also become a major selling point in Changsha. With the rapid increase in the recognition of red culture among young people, young people have gradually become the core consumer group of red tourism.The report released by Tongcheng Travel “2021 Ching Ming Festival and “May 1st” Holiday Red Tourism Report”It shows that the “post-00s” and “post-90s” who are 21 to 30 years old account for more than 40% of the core population of red tourism.Therefore, the red check-in area has become a major selling point of Changsha.This year’s Ching Ming Festival, Changsha received 675,519 tourists in three days, making it one of the top ten national red tourism destinations during the Ching Ming holiday in 2021. On May 1 this year, the 102 A-level scenic spots included in Hunan Province’s monitoring received 1.353 million tourists. The first and second most popular scenic spots are the two red scenic spots, Yuelu Mountain Scenic Area and Orange Island Scenic Area. Today, Changsha has 93 red tourism resources, including 26 footprints of great men, 22 former residences of celebrities, 26 hot spots for workers and peasants, and 19 memorial sites for revolutionary martyrs. It is a red history museum without walls. This year is the 100th anniversary of the founding of the party. Under the influence of the rising discussion of film and television works such as “Awakening Age” and “1921”, I believe that Changsha can still be “red” for a longer time with the “cradle of revolution, hometown of leaders”. The situation that arises at the historic moment It is said that Xiaohong relies on holding, and Dahong relies on fate. Even though Changsha has strong strength and good resources, to reach the top, one cannot fail to say a word of time and luck. According to the “White Paper on Vacation and Residence in China” issued by Sohu Focus Research Institute on May 31 this year, before the outbreak of the new crown pneumonia, tourism resources with distinctive characteristics, far away from urban agglomerations or central cities, such as provinces such as Yunnan and Guizhou , The travel demand is relatively strong, and the tourism market performs relatively well. After the outbreak of the epidemic, short-distance travel around urban agglomerations and metropolitan areas prevailed. This is the result of the epidemic restricting long-distance travel and the forced travel demand to the suburbs or short distances. It is not difficult to understand why Changsha, a city suitable for three-day excursions, has consistently become the first choice in the hearts of tourists. Moreover, the transportation in Changsha is too convenient. Although the flight density of Changsha is not as good as that of Wuhan and Chongqing, it is located at the intersection of the Beijing-Guangzhou high-speed rail, Shanghai-Kunming high-speed rail and Chongqing-Xiamen high-speed rail. Changsha is already the largest national high-speed rail hub city in central China, and its railway radiation capacity is too strong. In such a Shanghai-Hong Kong-Chongqing triangle economic circle, Changsha has great advantages in terms of geographical location and traffic conditions. In fact, when the “lying flat culture” prevails, young people are starting to want to settle in Changsha while eating, drinking, playing and having fun in Changsha. One of the very important points is that the wages in Changsha are not low, but the housing prices are not high. According to the data released by Zhaolian Recruitment, the average salary of Changsha during the summer of 2020 will reach 8,299 yuan/month, ranking 15th among the 38 major cities in the country. This is not very prominent, but compared with provincial capitals of the same level, the housing prices in Changsha are very stable. The data shows that an ordinary family in Changsha can afford a house of 100 square meters after 6.4 years of work. This is a fatal temptation for young people who are looking for a house and sighing at the moment. Compared with the big cities starting with 996 and 007 at every turn, Changsha has a food, drink, and nightlife comparable to first-tier cities. Education and medical resources are not inferior. Solving housing problems is not as difficult as in big cities. Isn’t that popular? Some time ago, a friend of Xiao Ji shared his experience in Changsha: “It’s almost 1 am on the way to the hotel. The driver also said: If you are not sleepy, you can go for a supper. Now the nightlife in Changsha has just begun… …” Foreign tourists who have not been to Changsha may have a hard time thinking that when other cities move towards the quiet midnight, Changsha’s nightlife has just begun. What’s even more exaggerated is that it was 3 a.m. after this friend came out after supper, and he looked up and found that there were more people on the street than 1 a.m…. Some people say that Changsha is a “entertainment to death” city; but if it can really bring people endless happiness, for young people living in the cracks of the current various pressures, this is the dream and reality. Where it meets. *Reference materials: It is said that it is the most popular city this year, I am not surprised_Changsha https://www.sohu.com/a/427577459_260616 Exclusive Research Report | White Paper on Chinese Vacation and Residence: Over 70% of tourists prefer short-term outings, and renting a homestay is the most popular_Property News_房天下https://news.fang.com/open/40094840.html Long-term cooling, short-distance and fiery Dragon Boat Festival competition begins CAIJING.COM.CN http://industry.caijing.com.cn/20210531/4769296.shtml Ctrip and Google report: What are the opportunities in the travel industry in the post-epidemic era? -TravelDaily https://www.traveldaily.cn/article/139994 The rise of the Internet celebrity Changsha https://baijiahao.baidu.com/s?id=1654943332563748235&wfr=spider&for=pc The mystery of Internet celebrity Changsha’s traffic http://finance.sina.com.cn/tech/csj/2021-05-18/doc-ikmyaawc5937267.shtml