This winter, the tourism industry ushered in a new "top stream" - Harbin.
Harbin has at least one hot search a day, which makes our thoughts go back and witness the time when Zibo was brought on fire by a large number of "special forces tourism" college students as if it were yesterday.
Harbin-related entries appeared on the hot search (excerpt).
Under such a hot **, TOP Jun also had new thoughts on the causes and consequences of the Harbin explosion:
Why is Harbin the most popular tourist destination this winter?What thoughts does the explosion of Harbin bring to the issue of brand growth?In cities with explosive growth in tourism revenue, how can brands leverage to expand their voice?
Harbin nirvana: coax the "southern little potato".
Let's first take a look at the timeline of the Harbin explosion.
Heatmap of Harbin topics.
As we all know, the most well-known attraction in Harbin is the "Ice and Snow World", which has been open for more than 20 years.
Many foreign tourists went to Harbin before the Ice and Snow World opened, and because they did not want to live up to the expectations of tourists who traveled thousands of miles to come, the official opened the trial operation of the scenic spot in advance. Unexpectedly, the incomplete attraction caused dissatisfaction among tourists.
As a result, tourists shouted "refund" in the scenic spot, and Harbin chose to make up for the refund of tourists, which also caused controversy among many netizens, and even used the refund mechanism to prostitute tickets to the Ice and Snow World.
Ice and Snow World ticket refund incident.
But Harbin Cultural Tourism did not fall silent, when everyone sweated for it, Harbin's "Letter to the People of the City" with the attitude of "customer first, customer respect, guest as friend, guest as family" circled a wave of goodwill.
Harbin's "A Letter to the People of the City" swipe up and down to view.
Harbin's action and this letter can be said to be an excellent brand crisis PRIt not only responded to the dissatisfaction of tourists in a timely and sincere manner, but also caught up with the first wave of heat to establish a hospitable city image.
Then, Harbin quickly became popular under the pursuit of "small potatoes in the south", and received a total of 304 tourists during the New Year's Day790,000 people. Climbing to the top again, it is "Harbin's total tourism income in 3 days on New Year's Day is 59."1.4 billion". The tourism income of Sanya, a popular "cat winter" destination, this winter is only one-fifth of Harbin's.
The total tourism income of Harbin on New Year's Day in 3 days was 591.4 billion.
The explosion in Harbin is by no means in vain, and the above-mentioned incidents are just a few important nodes of this explosion. What's more important is that Harbin is well known to the good people of "Southern Little Potato", and some netizens even joked that Harbin is a "pleasing city".
The salient feature of information dissemination in the short ** era is:The immediacy of the speed of communication, the low threshold of creators, the entertainment and fragmentation of content, and the precise algorithm
The topics related to Harbin cultural tourism are tourists interested in Harbin, Harbin citizens and even Harbin City, building an interactive information cocoon. It not only gives Harbin Cultural Tourism a clear insight into the needs of tourists, but also allows tourists to witness the positive efforts of Harbin from the official to the non-governmental.
Harbin citizens issued **, saying that the stop sign of a bus stop is too shabby, which may cause "Southern Little Potato" to be unable to read the words. **The next day after it was issued, the old stop sign was replaced, and the bus stop was completely new within a week. This speed of action also made the citizens shout: We are going to take advantage of the southern tourists to make more suggestions, and they will definitely be adopted!
Harbin removed the dilapidated bus stop sign for the little potatoes overnight.
White Deer**.
Not to mention the frozen pear plating that is rarely seen by locals, the exquisite Hagia Sophia cake, and the non-slip carpet on the street ......Every detail of clothing, food, housing and transportation is full of Harbin's warm attitude towards southern tourists.
Many tourists have been doing it for a long time, calling on more cities to learn from Harbin to "roll up". After all, who can not love such a city covered in silver but warm to the bottom of their hearts?
Unrepeatable winter cultural tourism marketing
Some people may say that the success of Harbin's cultural tourism can only be replicated in the three eastern provinces covered with ice and snow, but in fact, Harbin's success is not limited to the magnificent scenery of the ice and snow.
For Harbin, this winter's heat is like a "splashing wealth", but Harbin has caught it, as a former first-class distribution center, not good at tourism of the old industrial city, "Erbin" is already very remarkable.
In this tourism carnival in Harbin, TOP Jun saw the three values of Harbin as a city brand.
First of all,Harbin has the characteristics of Northeast China
The Northeast region has always had a down-to-earth and mysterious impression for the people of the whole country.
Whether it is Tieling, the "end of the universe", or Hegang, which is low and livable, they have all occupied a place in the hearts of netizens on a small scale. Different from the small cities in the Northeast, Harbin, Heilongjiang has urban characteristics that other cities do not have. 
Netizens suggested that other cities like Harbin should study.
Ice and snow are its best calling cardLaunched in 1999, the Ice and Snow World continues to this day, with amazing ice sculptures and gorgeous ice lanterns forming a spectacle every year.
In addition, the first street, Hagia Sophia, Harbin Pharmaceutical No. 6 Factory and other European-style Russian buildings have also added elegant colors to the image of the city outside Harbin's "big ballast".
Secondly,Sincerity for sincerity achieves high cost performance
According to the "2023 May Day Holiday Tourism** Report" released by Ctrip in 2023, Heilongjiang tourists accounted for 20% of the post-00s after the post-00s. In the phenomenal incident of "small potatoes in the south" gathering in Harbin, it is also dominated by Gen Z tourists. It was mentioned in the book "The Fourth Age of Consumption" written by Miura ZhanYoung consumers pay more attention to cost-effectiveness, and this is one of the reasons why Harbin tourism is booming
The Northeast region is inexpensive, even in the face of "pouring wealth" there is no excessive price increase, in essence, it is a two-way rush between tourist destinations and tourists.
Finally,The algorithm and the traffic sensitivity brought by the short ** are also the most important points for the success of Harbin and even Heilongjiang tourism
He Jing, director of the Heilongjiang Provincial Department of Culture and Tourism, said in an interview: The explosion in Harbin is not accidental, and preparations have been made for a yearMake full use of all kinds of new platforms to promote Heilongjiang in multiple dimensions, and empathize with tourists' thinking。From January 2023, two 100-day actions, the "100-day action for summer summer tourism" and the "100-day action for winter ice and snow tourism", will be launched.
From "small potatoes in the south" to "small sand tangerines in Guangxi", Harbin's popularity is inseparable from the cooperation between Heilongjiang Cultural Tourism and Internet tourism KOLs and the high-speed dissemination of information on social media such as Douyin and Weibo.
What is a "small potato in the south".
Can Harbin become the top class road?This question was actually answered during the Zibo barbecue period.
A city does not rely on a single feature such as barbecue, ice and snow, but on the overall integration of things and people. Whether it is ice and snow or European-style architecture, it is not unique to Harbin, butCombined with the policy and implementation of Heilongjiang cultural tourism, it can go long-term in the hearts of consumers
The snow season brings opportunities for brands
AbsolutelyThe explosion of Harbin not only enlightens the city's brand marketing, but also is an excellent implantation opportunity for brands
Harbin's local brands such as Qiulin Red Sausage and Modern Popsicle Wandashan are among the must-eat lists for tourists, and other local or non-local brands are not to be outdone.
Ele.me's "I Please This Cup" activity landed in Harbin, and cooperated with the Harbin Bureau of Culture and Tourism to launch the "Harbin Mobile Postcard" activity. The brand combines the milk tea cup sleeve with the star film, and users will receive a postcard printed with the beautiful scenery of Harbin and can be mailed for free when they buy milk tea.
Ele.me Harbin Bureau of Culture and Tourism.
In addition, the brand has also set up a movable giant postcard to "freeze" the beautiful scenery of Harbin, and also convey the natural and cultural scenery of Harbin with cups of milk tea.
Ele.me postcard billboards.
Mixue Bingcheng launched a city-limited cup sleeve and KFC launched city-limited peripherals, which also grabbed the attention of some consumers.
KFC Harbin limited peripherals.
Four Seasons Muge joins hands with Harbin Ice and Snow World, Songhua River Ice and Snow Carnival, and Sophia Church Ice and Snow Festival, and sets up a warm station near the church and in the Ice and Snow World. Warm tourists with physical feelings, highlight the brand technology upgrade and convey the brand temperature at the same time.
Four seasons Muge "warm station".
In this feast, the local brand Fuerjia declared that "I and I Golbin are bright and pet", not only setting up brand ice sculptures in the ice and snow world, the main event of Harbin, but also initiating topic interaction to convey the brand message of "Lai Erbin repairs the soul and repairs the skin with Erjia".
Shierjia Ice and Snow World.
Erjia is not the only brand that focuses on the ice and snow world, and Lancôme has also achieved a brand breakthrough with high-end and exquisite ice sculptures.
Lancôme ice sculptures. Among the off-site ice sculptures, there are also brand ice sculptures of various wine companies.
Wine company ice sculpture *** Little Red Book netizen off-road rabbit.
There is no shortage of film and television IPs in the ice and snow worldLast year, the "Country Love Story" series of ice sculptures and snow sculptures that cooperated with Youku broke the circle, and the scope of cooperation between the two has been further expanded this year. "The Legend of Zhen Huan", "This!".It is a snow sculpture such as "Street Dance", "Long Moon Embers", "The Legend of Zhen Huan", etc., to achieve a win-win situation for the scenic spot and the platform.
Even the movie "Twinkle Twinkle Twinkle Star", which coincided with the promotion period, joined the ice and snow world to attract fans to check in.
A little crispy crispy.
From physical brands to film and television IPs, the wind of ice and snow has not only brought outstanding tourism results to Harbin, but alsoWith the malleability of tourist attractions, it provides an opportunity for brands to talk to consumers
Conclusion
The success of Harbin is not only the result of the right time, place and people, but also due to the marketing planning of the Heilongjiang Bureau of Culture and Tourism and the control of topics in the Internet era.
With the changes in the economic situation and people's consumption concepts, cities have a path to go out with more unique charms. Whether this path can be replicated or not, Harbin and Zibo are witnesses to the possibility of building a city brand.
In the future, TOP Jun also looks forward to more cities finding their own growth points and seeing the next "Erbin".