Author | Li Jinglin
What is it like to have a celebrity become your partner?
During the "Erbin Fever" that was still warm, actor Xu Dongdong returned to Harbin with his fiancé Yin Ziwei. In the cold winter, he ate ice cream in Madier. After returning to his home stadium, Xu Dongdong was still familiar with the delicacies of his hometown. Xu Dongdong's Douyin account has more than 7.45 million fans. In August last year, she started posting her dating experience with her significant other on Douyin. Unknowingly, it became a collection of store visits across the country.
Actor Hong Jiantao, the "Shopkeeper Qian" in "Wulin Gaiden" and the squad leader in "The Story of the Cooking Class", established a gourmet character on the screen very early, so it was natural for him to start exploring the store. Hong Jiantao's Douyin account is like his circle of friends, where he posts about daily life, travel, cooking, and parent-child moments with his son. His store visit videos started in Beijing. As a fourth-generation Beijinger, he knows all kinds of Beijing snacks in Niujie, Dashilan and other places.
From the end of last year to the New Year, Hong Jiantao’s footprints traveled through Beijing, Guangzhou, Tianjin, and the popular Harbin.
Singer Lin Yilun is a chef, and he has a deeper understanding of food. Most of his Douyin store exploration contents include taking his son with him, from Beijing to Shanghai, from high-end restaurants to daily snacks, he can talk about it clearly. Compared with other celebrities' store visits to talk about feelings and stories, Lin Yilun's content has an extra layer of professional perspective. If you look closely at
, you will find that their store visit videos will add the label "Heart-moving Grass Planting Guide". It is understood that this is a long-term content planting project of Douyin Life Service. Click on the tab page to see content posted by Zhao Yazhi, Zhang Yixing, Cao Yunjin, ella Chen Jiahua, Zhang Xinyu, Charmaine Sheh, Wang Xun, Liu Yiwei and many other stars.
As of press time, the topic "Guide to Growing Grass" has been viewed more than 3.8 billion times, and the number of topic views is growing at a rate of 50 million per day.
From the continued popularity of celebrity store tour content, we have discovered some changes and trends in the field of short video store tours.
"I am very familiar with Harbin. After so many years, the streets have not changed much and the old buildings are still there." Through a short video, Hong Jiantao talked about his relationship with Harbin. In 1983, he came to Harbin for the first time as a teenager. Came to this city to film the movie "Please Leave the Letter." Seeing the continuous craze in Harbin cultural tourism on short videos, Hong Jiantao revisited his hometown.
On January 8, Hong Jiantao posted his first Harbin-related video, and by January 19 he had posted a total of six. The amount of content related to Harbin is comparable only to Beijing, where he lives in daily life.
Judging from the data, the first two videos he released in Harbin both had more than 350,000 likes. The following videos were basically more than 200,000, and the six videos accumulated nearly 1.5 million likes. The overall video traffic is slightly higher than the content he published in other regions.
In the comment area of Hong Jiantao’s Douyin, Harbin netizens lined up to thank him for promoting his hometown. Someone left a message, "Teacher Hong really checked out all the delicious and fun places in Harbin. I sincerely thank Teacher Hong for promoting Harbin." Others directly liked it, "Experience it yourself, don't say it's useless, it's more down-to-earth!"
talks Regarding the follow-up to the Harbin Fever, Douyin Life Service Star and the person in charge of Chaotou Operations told Chojiao: “After observing the Harbin Fever, we encouraged celebrities and influencers who have gone to Harbin to produce more planting content. At the same time, We also encourage more celebrities to go to Harbin to experience and check in." If we look at the rising popularity of Harbin, we can see that celebrities are not the starting point of the popularity of the tourist destination, but they are the booster of the hot spot .
briefly review the process of Harbin’s explosion. As early as October, the local cultural and tourism authorities warmed up ice and snow tourism through short videos, and the period that really formed the national memory was from the end of December to the beginning of January, with the popularity of "Southern Little Potatoes" and "Guangxi Little Sugar Oranges" The heat wave in Harbin was really ignited when the memes appeared. The rhythm of is similar to that of the previous Zibo and Guizhou Cunchao. Officials mobilized and platforms participated in the dissemination. What really makes a tourist destination stand out from the circle are the hot words and memes created by grassroots netizens.
For example, the "Southern Little Potato" meme on Douyin still had less than 10 million views at the end of November. It doubled in a few days after December and exploded rapidly after December 20. , the number of views increased from 100 million to 10 billion in less than one month, and the number of contributors reached 520,000.
According to the calculation of time, celebrities such as Hong Jiantao and Xu Dongdong saw the Harbin fever, and then went there in person to experience the hot spots and further spread the hot spots. In Hong Jiantao's first video about Harbin, he was squeezed into silence by the dense crowd at the beginning. He ate barbecue, visited the morning market, and went to the Ice and Snow World. Hong Jiantao used the video to take netizens around Harbin.
From the perspective of the platform, Douyin Life Service also sees the special value of planting in celebrities, and draws them into the field of eating, drinking, having fun and planting: "What we have to do is to bring those who have the ability and willingness to grow. Find celebrities and influencers, and encourage them to share grassroots content related to life services on Douyin through targeted communication, content suggestions, event solicitation, business order matching, etc., and use their influence to help everyone discover the things in life. A good place to eat, drink and have fun."
It is understood that Douyin Life Service has previously held offline meetings for institutions, and will also support and reward high-quality grass-growing content in the future.
In addition to nodal hotspots like Harbin Culture and Tourism, celebrities will also continue to warm up popular eating, drinking and entertainment destinations during their daily store visits. Classic restaurants and entertainment venues have long been photographed several times by various store explorers. The addition of celebrities will bring new attention and interpretation perspectives to these places.
Niujie will be familiar to anyone who is familiar with Beijing food or likes Beijing food. Most of the offline restaurants in Niujie will have long queues when it’s time to eat. Hong Jiantao transforms into a moving food map of Niujie. When he walks into a store, he orders directly without looking at the menu. For him, visiting stores is like an act of sharing personal collections and recalling old tastes.
Wang Zulan took users on Douyin to visit a small Hong Kong restaurant that he has liked for more than ten years. It is one of the originators of Hong Kong's sizzling steak meals. With such a famous name, this restaurant must have a good reputation in the hearts of local gourmets. Interestingly, many familiar users left messages in the Wong Cho Lam comment area. Some people said that this place "used to" be delicious. Some mainland users lamented that they have yearned for Hong Kong's Teppanyaki since they were children. The memories of the
star have drawn many netizens into the memories together. Maybe many people have not checked into a store for a long time, but after being promoted by a celebrity video, they will always have the desire to experience it again.
Hong Jiantao once talked about his feelings about making store tour videos in an interview: "There are things that can satisfy my desire to share, share beautiful scenery, food and happiness." Especially when one of Hong Jiantao's videos is The number of views exceeded 50 million . This national first-class actor who has played many widely circulated roles was still shocked: "What kind of concept is this? There are 1,000 people in a play, even if it is a lot, 50 million How many shows do you have to perform for people to watch?"
As celebrities participate in the creation of store visits and grass planting content, the store visit content model that relies on the short video platform and is accepted by the majority of users has entered the 3.0 era.
roughly divides the main subjects of store exploration on the short video platform according to the time period of traffic concentration. The first stage is for amateurs to visit the store, such as Big Logo and Wulala; the second stage is for professional chefs to visit the store, starting from True Detective. Tang Renjie’s popularity started with Sui Bian and Gao Wenqi. Tang Renjie was a former Western-style chef at a five-star hotel. Sui Bian studied under Master Sun Lixin, one of China’s top ten famous chefs. Gao Wenqi is a Taiwanese and a scholar of food culture. Food consultant for the documentary "Flavor of the World". The third stage is the celebrity store visit mentioned in this article.
What needs to be emphasized is that these three stages are not clearly divided into Chu, He and Han. Currently, all three types of store visitors are still active on the short video platform.
Amateur internet celebrity store exploration is the earliest model to emerge. If this type of experts are further divided, they can be divided into content-type store exploration experts. Store exploration is their content material, and most of them rely on advertising to make money, such as games, For e-commerce platform promotion and other implants, we often see some mobile game download promotions in videos, as well as word-of-mouth broadcasts from the Dewu platform. The second type is sales experts, who earn commissions to promote merchants and add shopping links to their videos. Choojiao mentioned in an interview before that there are a huge number of such experts. In addition to getting commissions, they also take a commission from the link flow. According to the new list, some experts can earn 100,000 yuan a month.
What we focus on is the first type of content experts. Looking back on this group of experts, they were the first people to "eat for a living" on the Internet, and they were also the first group to use videos to introduce restaurants to people. Compared with the latter two groups of people, this type of experts may encounter more controversial issues. After all, they are not professional gourmets or food critics. Their comments on a restaurant are very personal, and their evaluation of food does not have universality and reference value to a certain extent. In the later period, this kind of amateur Internet celebrity also caused some controversy.
The most popular one on the platform currently is Wu Lala, whose Douyin fans have exceeded 17 million. With her relatively outstanding looks, bubbly voice, unique way of showing off her rice, and the raw garlic she carries with her wherever she goes, Wu Lala’s personality is special enough. Wu Lala visits stores all over the country, and basically only goes to small street shops. In his videos, he doesn’t have too many evaluative expressions, and he mostly uses his own eating state to show the delicious food. Fans like Wulala because of his personality and status, so he has strong vitality among similar experts.
The second stage masters are a group of professional chefs. Around 2022, a group of professional chefs flocked to Douyin to start exploring restaurants. True Detective Tang Renjie quickly attracted fans with its chef background, professional reviews, no hotel recharges, and daily update frequency, and the number of fans increased by more than 10 million in two years. True Detective Gao Wenqi is considered to be the ceiling of the humanistic world of Tan Dian. He is not a chef, but he knows the ins and outs of local cuisine and the orthodox cooking methods. Experts like
focus on professionalism and have professional insights into dishes, methods, raw material selection, and even restaurant management. Therefore, among the many restaurant experts, they are a group with relatively high credibility.
This wave of experts can even play a supervisory role in some restaurants. Choo Chiao once met Sui Bian in a restaurant for filming. The owner of the restaurant came out to say hello during the filming, and called Sui Bian to the kitchen to ask him how to improve the dishes he had always been unable to cook well. Li Wen, the project chef of the Fangshan kitchen department, said in an interview: In order to learn, he also downloaded Douyin. He especially likes to watch videos of some chef-turned-store explorers: "No matter how good or bad you are, you can learn. Others say You can learn from your shortcomings and absorb improvements."
It can be said that the entry of professional chefs has improved the professionalism, credibility and content threshold of store exploration content. In the third stage of
, entertainment stars have entered the game. Although
is not a professional food practitioner, entertainment stars have advantages that others cannot match. First of all, they are a group with their own traffic. There is no need for pixel people to start from scratch. The name of an entertainment star itself means a huge traffic and user base. Secondly, entertainment stars can fly around with their work and have the opportunity to experience different regional customs near water. Third, entertainment stars have professional team support behind them, which can ensure quality in content selection and production.
In addition, Douyin’s life service stars and the person in charge of Chaotou operations said that in the future, they will have one-on-one communication with celebrities and experts who are interested in growing content and help them adjust their content and find categories and projects that suit them. is used to match business orders. Ultimately, we will expand the creative fields of celebrities and celebrities and open up a new monetization channel for them.
The second curve of becoming a star by visiting stores is an additional channel for users to obtain information on planting grass, and a new marketing direction for merchants.For celebrities, can bring more business to merchants by using their own influence to promote splendid treasure shops; introducing beautiful travel destinations to more people may also promote the development of urban cultural tourism. From every angle, this is a win-win situation. The aforementioned person in charge of
told Chojiao: Different audiences at different times, different accounts, and different content will have different audiences, and the information delivered will also be different. Catering businesses that need content marketing are usually not static. Most marketing occurs during festivals and when new products are launched. store visit is just a form of content cultivation. The core is whether the content and products presented in the video are attractive enough.
According to Jiuqian Zhongtai data, the number of new catering stores nationwide will reach 2.98 million in 2023, with the store opening rate reaching 43%. The constantly developing catering industry provides the soil for the continuous growth of store exploration content, and the constantly enriching catering marketing needs will also stimulate the continuous output power of content creators. There is still much to be done in Tandian Jianghu.
