Recently, ice and snow travel with Harbin as the main destination continues to be popular and has become one of the hot topics on the Internet. Harbin is also known as "Erbin".
According to data from the Harbin Municipal Culture, Radio, Television and Tourism Bureau, during the New Year's Day holiday, Harbin received a total of 3.0479 million tourists and total tourism revenue of 5.914 billion yuan, both reaching historical peaks. According to data from Meituan and other platforms, it is expected that the popularity of ice and snow tourism and the growth of related orders represented by Harbin will continue until around the Spring Festival.
Judging from the feedback from tourists and businesses, this trip out of the circle is not only due to Harbin’s publicity on the Internet, but also related to the improvement of local service quality.
Consumption increased across the board
Judging from the data, Harbin’s tourism boom this time has stimulated multiple consumption of bathing, catering and accommodation.
Harbin Municipal Commerce Bureau’s monitoring data of key enterprises such as agricultural wholesale markets, shopping malls, supermarkets, automobiles, home appliances, catering, accommodation, and e-commerce show that the surge in tourists has driven up accommodation and catering consumption, and the income of accommodation and catering enterprises has increased year-on-year. 129.4%. Data from local retail platform Meituan shows that during the New Year's Day holiday, the number one hot search term in Harbin was "bathing", with search volume increasing by 375.5% year-on-year. During the New Year's Day holiday, Harbin's bathing transaction volume increased by 404.6% year-on-year, the order volume increased by 324.1% year-on-year, and the number of transaction users increased by 331.1% year-on-year.
In addition, during New Year's Day, glove takeaway sales in Harbin increased by 172.18% year-on-year, 999 Ganmao Ling Granules ranked third in department store takeout sales, and frozen pear sales increased by 226.99% year-on-year.
Lin Feng, the manager of Harbin's "Your Morning" B&B, told China Business News that in previous years, the end of December was the beginning of the peak tourist season in Harbin. This year, the peak season felt earlier than in previous years. It was almost fully booked in early December. Normally, it should be It doesn’t start until late December. At the same time, the average length of stay of tourists is also longer than in the past, extending by about one day on average. "Due to our efforts in cultural tourism, there are now more places to visit in Harbin than before, and guests will stay in Harbin longer."
From the perspective of tourists, there are more tourists from the three eastern provinces of Africa this year, Lin Feng said, "More than 90% of the guests this year are from outside the three northeastern provinces. This proportion is higher than in previous years. In previous years, the number was around 70%."
As a businessman, Lin Feng believes that Harbin's tourism boom is affected by multiple factors. One is the ice and snow. Secondly, affected by the downgrade of consumption, special forces and city walk have become more popular in the past year. The cost of traveling to Harbin is relatively low, and tickets to Ice and Snow World are very cheap. They are much cheaper than Universal Studios and Disney, and there are no other high-priced items.
The ice and snow craze has also boosted e-commerce sales. JD.com data shows that since December 20 last year, the sales of six major categories of Harbin specialties have increased significantly by 65% year-on-year. Madier ice cream, Harbin red sausage, Northeastern miso, kvass drinks, Dalieba bread, and Harbin beer are the six most representative specialties of Harbin. Usually, ice cream, kvass drinks, and Harbin beer enter the off-season in winter.
Jingdong Supermarket data shows that the search volume of the above six categories of Harbin specialties has increased, and the sales of its core brands have increased significantly by 65%. Among them, the sales of Madier popsicles have surged 104 times, and the sales of Harbin Dingfeng brand ice cream have increased significantly. A year-on-year increase of 42.07%,
the century-old Qiulin·Reedus red sausage sales increased by 130% month-on-month during the New Year's Day.
focuses on service quality
’s departure from the industry this time is related to Harbin’s improvement of tourism service quality, network communication and other aspects.
Ms. Chen, a tourist from Guangdong, ended her first trip to Harbin on December 18. She told China Business News that regarding the travel experience, Ms. Chen said it exceeded expectations, "The cost of traveling to Harbin was much lower than I expected. I went there with two people this time, and the total consumption in 6 days including flights and wine was less than 7,000. Yuan. What impressed me most was that 4 people ate the iron pot stew. The portion was very large. Four more Cantonese people might not be able to finish it. Iron pot stew is also very popular in Guangdong recently. If 4 people consume it in Guangdong, at least It costs more than 300 yuan. In Harbin, you can eat for just 100 yuan."The enthusiasm of the local service industry also impressed Ms. Chen, "We chartered a car to Erlanghe, and the driver didn't rush us when he took us to the scenic spots. I have the impression that the driver might rush us when we chartered a car to travel in the past, but this didn't seem to happen when I went to Harbin. He could wait for you all day. "
Dianping Travel Notes author "Ma Laoshifu" has traveled to Harbin many times. This time he was the first group of tourists to go to the Ice and Snow World. He told China Business News, "What I feel this time is that it is more humane. , a lot of venues have been added. "At the same time, he believes that Harbin has become one of the hot topics on the Internet. "Basically, celebrities all over the country have begun to take photos of Harbin, and the traffic related to Harbin is relatively good. "
As a practitioner, Lin Feng, the manager of Harbin's "Your Morning" B&B, is a "Superhost" of Meituan B&B. He told China Business News that Harbin merchants have been consciously improving service quality recently, "We have a group in the B&B circle. , all the better landlords are in this group. We will spontaneously improve our services, and we will actively cooperate with customers if they have any questions or temporary cancellations. This is different from usual times. Normally we may follow the platform rules and only cancel additional customers' subscriptions unless we encounter special circumstances, but now we will refund customers as long as they make reasonable requests. "
As a native of Harbin, Lin Feng said that Harbin has indeed launched many new measures to receive tourists recently. "The jokes on the Internet are all true." Recently, measures such as laying carpets on Harbin's Central Street and allowing tourists to set off fireworks were adopted by local residents in the past. I have never experienced it before, "The figures and refrigerator magnets sold in Harbin recently were so beautiful that we all queued up. When we heard that the accent was local, we told them to wait for the second batch and let tourists buy them first. Like those jokes on the Internet say, we locals have never seen it. "This time Harbin is out of the circle, Lin Feng is also taking advantage of the popularity to promote it on various platforms, and the level of interaction is much higher than before. In addition, Lin Feng said that he plans to further cooperate with Meituan B&B in the future.
Create Internet Celebrity Tourism 2.0
Out of the Circle It is also inseparable from online communication. Tourists reported that they had been attracted by relevant content push before the tourism boom in Harbin at the end of December.
Ms. Chen said that in November, you can see Harbin’s travel recommendations when you open various platforms. Noting that this ice and snow world is the largest in history, I also saw the promotion of Xuexiang Mushroom House and Northeast Morning Market, and I was attracted by Northeast tourism. “I feel like I can’t do it without going to Northeast.” In addition, Ms. Chen bought a lot of food during Double 11 She chose to travel to Harbin in December after purchasing the flight and wine travel package.
Although Ms. Chen chose to travel not because of the Harbin craze at the end of December, she said that the Internet popularity still had an impact, "I still read about Harbin after I came back. Some of the contents, including laying carpets and cutting sweet potatoes in half, make you want to go there again after reading it. This time I just visited some scenic spots in a hurry, and I haven’t gotten to know the city’s culture yet. If I have the chance to go there next time, I will go to a place with fewer people to get to know what the city is like. "Ms. Chen said that affected by the tourism boom, many friends around her also plan to go to Harbin in the near future.
Xin Hongye, former deputy director of the Information Center of the Ministry of Culture and Tourism, told China Business News that this time the Harbin tourism boom is more like the traditional ones in the past The combination and upgrade of the model and the Zibo model in 2023. From the perspective of demand cultivation, driven by the influence cycle of the Winter Olympics, the public's enthusiasm for ice and snow has been gaining momentum in recent years; from the perspective of consumption release, in three years The desire to travel suppressed by the epidemic has been released one after another since this year; from the preparation of service reception, "Erbin"-style warm services and unique activities have emerged one after another; from the effect of marketing communication Look, the "Internet Celebrity 2.0" created by Harbin using the Internet model has already achieved initial results.Whether it is the recently popular "Sugar Orange" or "Jianshouqing", they are all spread in the Internet celebrity mode, but compared with the fleeting and explosive Internet celebrities that were difficult to control before, the whole process has a certain The slow and controllable process of service work in place and basic preparation is the Internet celebrity-style explosion in marketing, and the orderly and controllable response in preparation can be called "Internet celebrity 2.0".
Xinhongye believes that the cause of Harbin fever, whether experts or the public, may not be able to clarify the most critical triggering factors, or it may be related to all factors. At this time, it is not critical to analyze the reasons for the craze. The current core is how to go from "Internet celebrity" to "long-term celebrity". There are many places with the same or similar resources as Harbin. Ice and snow resources or the uniqueness of winter climate are not certain factors for Harbin heat. The only certainty among the many uncertainties is that Harbin has really done enough homework this time. Got enough heat.
Ice and snow fever is expected to continue
Judging from current data, ice and snow fever is expected to continue further.
Lin Feng said that so far, more than half of the bookings for homestays during the Spring Festival have been made. Xinhongye believes that for now, if we further provide basic support, make full use of online publicity, and refine internal and external responses, this kind of public opinion is expected to continue, and may even form a "Erbin" fever every winter. possible. Xinhongye believes that the popularity this time may explode and be released even more during the winter vacation. The group of college students during the holidays, as well as the characteristics of holiday travel with children as the core in our country, indicate that the winter vacation is a big growth point.
Judging from the impact, this ice and snow craze is not limited to Harbin. The popularity of Northeast tourist cities such as Changbai Mountain and Yanji has also been rising recently.
Dianping data shows that from January 1st to 5th, the number of notes and comments with the keyword "Changbai Mountain" increased by 215.5% compared to the same period last year; the number of notes and comments with the keyword "Yanji Barbecue" were the same. An increase of 160% compared with the same period last year.
According to data from the local retail platform Meituan, during the New Year’s Day holiday, Jilin Province’s tourism consumption orders (including hotels and B&Bs, attraction tickets, transportation, etc.) increased by about 200% year-on-year; after New Year’s Day, the consumption enthusiasm driven by the “ice and snow fever” in Jilin Province is still Continuing, from January 1st to 5th, leisure and entertainment-related orders in Jilin Province increased by 149% year-on-year; catering dine-in transaction orders increased by 132% year-on-year. The local government has also launched relevant measures to attract tourists to spend. For example, Yanbian Prefecture launched the "Yanbian Prefecture Ice and Snow Food Carnival Season" catering promotion on January 5, and issued 2.8 million yuan in consumer coupons through Meituan.
Xinhongye said that from the perspective of radiation range, Harbin’s popularity is spreading to surrounding cities. Xinhongye said that he has recently observed that cities such as Qiqihar and Daqing in the Harbin tourism circle are actively responding to attract passenger flow. Daqing and Qiqihar are also unique tourist destinations. The comprehensive marketing of the three cities is expected to form a more attractive and thicker winter ice and snow leisure tourism circle. If the Northeast ice and snow fever can form, it will be of great significance to revitalizing the Northeast economy and tourism market. Harbin fever has played a very good role in revealing the Northeast cultural tourism circle.
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