Why can Zibo BBQ blossom everywhere in the province?

Shandong cities are becoming the first choice for May Day tourism this year.

As of April 10, Qingdao, Weihai, Jinan and Yantai were among the top 20 national accommodation bookings during the May 1st, and Zibo, where the barbecue started, was even more fierce, with the accommodation bookings increasing by 800% compared with 20 19.

Netizens joked that Zibo barbecue will become a new barbecue genre after Xinjiang barbecue and Northeast barbecue.

Such a huge volume of sound makes Zhejiang, which is eager for food, envious. The local propaganda department even issued an analysis, and the brand influence surpassed in a short time. Zibo barbecue is worth learning.

"These online revelations seem a bit unexpected, but there are also efforts from the local government and society." Dong Yanling, dean and professor of the Institute of Regional Economics of Shandong University of Finance and Economics, analyzed that Uncle Cheng not only has the industrial value and tourism value of barbecue itself, but also greatly promotes regional brands and city popularity.

On the other hand, this old industrial base with a century-old industrial history has been "neglected" for a long time. Due to the "heavy and biased" industry, it still faces the dilemma of backward economic ranking and negative population growth in the whole province. Can Zibo take this opportunity to strike while the iron is hot and break through the bottleneck?

It is hard for local people to think that Zibo, which has few tourism resources, can become an "Internet celebrity city".

There is nothing special about barbecue, and there is nothing special about green onions. But when tourists pick up two greasy kebabs, wrap them in dipping sauce, spread them on the cookies, then drag the cookies with their palms, sprinkle a section of onion leaves, and raise their hands to hold a roll, it becomes a unique "Zibo barbecue".

Image source: CCTV News

What is the secret of Zibo's "artificial business card"?

Zhejiang propaganda summed it up as "Zibo barbecue has gone out of the differentiated route-"skewers+cookies+shallots "and the unique ritual sense of" one table, one furnace and one burrito "in the external image, which made Zibo barbecue give people a strong visual impact.

It is not difficult to understand why Zhejiang is so eager to learn, that is, to make consumption "alive", to make fireworks more full, and to provide "gourmet" power for social and economic recovery.

At the end of last month, the Ministry of Industry and Information Technology and other 1 1 departments jointly issued the "Guiding Opinions on Cultivating Traditional Dominant Food Producing Areas and Local Characteristic Food Industries", proposing to actively embed local characteristic food consumption elements into consumption scenes and carriers such as night economy, characteristic catering gathering areas and large-scale commercial complexes.

This is not difficult for Zhejiang, which is ridiculed as a "gourmet desert". Before the introduction of the above guidance, Zhejiang has organized a delegation to study in Jiangxi and Hunan, mainly to learn articles on how others eat and how to promote food in brother provinces.

Zhejiang naturally won't let go of the top food that "turned out".

Public comment data shows that since March, the search volume of local "barbecue" keywords in Zibo has increased by over 370% compared with last year; The search volume of the keyword "Zibo BBQ" on the whole platform increased by over 770% year-on-year.

From holding a press conference for the society, setting up the Zibo Barbecue Association, and announcing the celebration of the barbecue festival, to opening a "barbecue train" and a 2 1 barbecue line in the whole city to make barbecue maps, Zibo struck while the iron was hot, which kept the barbecue fever in Zibo high.

Image source: CCTV News

In the current Internet age, every city has the opportunity of "fire", but few people can catch up.

"Good wind depends on strength, and the government should use the power of the market and the power of the network to form a benign interaction." Dong Yanling believes that the sustainability of barbecue in Zibo depends on many factors, but from the government level, it will play a very good role in cultivating the affinity of the city and even attracting investment and talents.

At the 2023 Shandong Tourism Development Conference held not long ago, Ma, secretary of the Zibo Municipal Party Committee, said that in the next step, Zibo will enhance the supply of "food, housing, transportation, shopping and entertainment", strive to make the "temporary phenomenon" a "one-city brand", launch more high-quality cultural tourism products, and create more excellent cultural tourism IP, so that tourists can have fun, have fun and eat comfortably.

Back before the explosion, Zibo had been silent for a long time.

More than a decade ago, in the Internet era when social media was underdeveloped, an article entitled "Zibo: Standing on the Edge of Marginalization" caused a sensation in the local area.

The area code of Zibo mentioned in the article is 0533; Zibo's license plate number is Lu C ... Zibo's economic strength was the third in Shandong before the mid-1990s, but it has been declining since then.

Data show that in 20 10, Zibo's GDP was 286.6 billion yuan, ranking fifth in Shandong, followed by Jining's GDP of 255 billion yuan. By 20 19, the total economic output of Zibo has been overtaken by Linyi and Jining, and dropped to the seventh place in Shandong.

In 2022, Zibo's GDP was 440.26 billion yuan, and the gap with Linyi and Jining widened to 654.38+03.759 billion yuan and 965.438+04.3 billion yuan. At the same time, the resident population at the end of the year was 4,705,900, a decrease of 2,900, which was the third negative population growth after 2065,438+08 and 2065,438+09.

Eliminating backward production capacity is the direct cause of shrinking GDP data.

As the only city in China covering three types: resource-exhausted city, independent industrial and mining area and old industrial base, in a long period of time, the proportion of traditional industries in Zibo reached 70%, and the proportion of heavy chemical industry reached 70%.

At the beginning of 20021,local officials pointed out that Zibo's industry started early, and it is a big city of traditional industries, but this "big" is the big of traditional industries and the "big" of low-end industries. There are nearly 30,000 kinds of industrial products in the city, more than 70% of which belong to upstream products, primary processed products and intermediate products. Building ceramics, chemicals, steel, mining and other industries have a lot of backward production capacity, which not only has poor efficiency and low contribution, but also occupies the space of new kinetic energy.

According to statistics, in recent years, Zibo has withdrawn from the steel production capacity of 8.8 million tons, reduced the cement production capacity of 8 million tons, and reduced the building ceramics production capacity by 70%, and the steel and coking industries have achieved comprehensive liquidation. In the past two years, the city's energy consumption per 10,000 yuan of GDP has been continuously reduced by about 6%, reducing raw coal consumption by 165438+ 10,000 tons. ...

However, even so, Zibo's chemical industry still accounts for nearly 40% of Zibo's total industrial economy and remains the first pillar industry in the city.

In Dong Yanling's view, Shandong's industrial structure has the problem of "over-emphasis", and Zibo accounts for both. Affected by factors such as pollution control and consumption reduction, its industrial transformation pressure has been great. In this process, the new competitive advantage has not yet taken root, while the traditional advantageous industries are facing greater constraints, and the whole is still in the process of nirvana.

"Zibo Barbecue" is regarded as a self-help effort of this century-old industrial city.

Dong Yanling pointed out that it is very important for a city to wake up in a crisis and find opportunities to save itself. As an industrial city dominated by petrochemicals, it needs to rebuild its competitiveness in the process of transformation.

Image source: official website, Zibo Municipal Government

For Zibo, the "flow entrance" opened by barbecue is a new opportunity. According to the analysis of Zibo Municipal Political Consultative Conference, the vitality of the cultural tourism IP of "Zibo Barbecue" lies not only in creating a gourmet brand, but also in renewing the city image and driving the local industrial transformation.

Just like a well-known up owner randomly took to the streets and visited 10 vendors, none of them lacked weight. This is in sharp contrast to the stereotype that online celebrity restaurants are prone to "stepping on thunder" and "overturning", which greatly strengthens the brand influence and recognition of Zibo's "sincerity".

It is also beneficial for Zibo to further compete for consumer goods such as prefabricated vegetables.

According to the Opinions on Supporting the High-quality Development of the Prefabricated Food Industry issued by the Zibo Municipal Bureau of Commerce, Zibo is actively cultivating the high-end prefabricated food brand of "China Wei Zi", speeding up the creation of a 100-billion-level industrial cluster, and building a highland for the development of the prefabricated food industry in northern China.

More importantly, the new "traffic portal" also brings new opportunities for local industrial upgrading, especially recruiting talents and attracting talents.

In recent years, while Zibo is fully promoting the development of traditional industries such as chemical industry to the high end of the value chain, emerging industries such as big data and new materials are developing rapidly, and the relative lack of high-end talents has become a prominent constraint for industrial transformation.

For example, under the background of "Zibo", there is a strong demand for talents in its "four big" industries (new materials, intelligent equipment, new medicine and electronic information) and new economic fields.

Just as the "Zibo Barbecue" went out of the circle, all-round talent introduction activities in Zibo were quietly going on.

A few days ago, the Zibo Municipal Bureau of Human Resources and Social Security issued a document entitled "Eating Barbecues and These Benefits in Zibo", which introduced Zibo's talent policies such as "50 golden rules for talents" and "26 skills for rejuvenating the country", as well as employment policies such as intelligent human resources market, "live broadcast with posts" and "employment experience day for college students".

Image source: Zibo People's Society

At the same time, Zibo also held the third "100 Colleges and Universities Entering Zibo" and the activity of promoting science and technology and employment negotiation, which attracted relevant officials from 865 and 438+0 colleges and universities inside and outside the province to attend. "Many leaders said that Zibo wanted to see it as soon as he heard it."

This in itself is the embodiment of the continuation of Zibo's "flow" effect. Zibo Municipal Party Committee Secretary Ma attended the event.