During the May Day holiday, Chongqing Rongchang ushered in "spread wealth", the number of tourists hit a record high, and the popularity of cultural and tourism continued to rise.

This phenomenal urban breaking is not only due to the traffic brought by Internet celebrities such as Luego Brother, Zhou Hongyi, and Hongthyroid Brother, but also reflects a new trend of deep integration of the Internet celebrity economy and urban marketing.

When the "Hyperthyroidism Tour of China" became the global focus, Rongchang turned controversy into opportunities with his keen sense of smell and took over this wave of traffic, but how can he make internet celebrities "long-lasting"? Cover News recently had an in-depth conversation with well-known planners. Tan Fei, who has participated in the planning and promotion of many cities and cultural and tourism projects, and discussed the symbiotic code of the Internet celebrity economy and urban development.

Edit｜Xiaobai

Typesetting | Banya

The pictures in this article are from the Internet

Cover News Reporter: What do you think about Brother Luego’s popularity and becoming popular?

Tan Fei: It is normal for Brother Luego to be out of the circle, because now is an Internet economy era. Brother Luego has all the advantages of Internet celebrities. In addition, Brother Hyperthyroidism China Tour has attracted worldwide attention and the focus is also very large. He followed him to a few stations to feed, and then was favored by Brother Hyperthyroidism and loved by the team. He completed a "performance art" and could not be called traffic. There is nothing to blame for Internet celebrities in this Internet economy era. But everyone doesn’t hate him much and even like him a little because he is doing his hometown’s food, agriculture, culture and tourism, and popularity. It is a charity and a success overall. I also wrote a Weibo post two days ago. Zhou Hongyi’s affairs were a bit negative, “Why is Brother Lue Goose still at this level now?” I also said a lot for him. I said, “Do you have to change your way after becoming famous in the Internet celebrity? Are you going to become a cadre? I think he must maintain his style. The label of an internet celebrity cannot be changed. If it changes, it will be worthless. And he is actually a public welfare, which is understandable. Everyone should respect an ordinary worker, and he is indeed doing things. In this era, "people's livelihood is so difficult" and society is not easy. We should be more considerate and tolerant. And I think that Rongchang Culture and Tourism later turned this matter into a good thing, and invited Zhou Hongyi to Rongchang to make an incident marketing. I think this matter has been built into a closed loop, which is particularly good. Zhou Hongyi, including Zhou Hongyi, also knew the direction of public opinion, so the two sides followed the trend and realized the "reunion" in Rongchang, and the overall view was very good. Zhou Hongyi also performed as Brother Luego, contributing to his hometown, and the finishing was still very good.

Cover News Reporter: Zhou Hongyi went back in the afternoon and evening after attending the event, and many media were also reporting on this matter. I am following the public comments below these media, but it is actually different from what I expected, because Luego Brother was a little exaggerated and over-executed at the Shanghai Auto Show at that time, but yesterday's change was very sudden. Many people accused Zhou Hongyi of "coming Rongchang for this wave of traffic". Of course, his subjectiveness may be like this. What do you think is this phenomenon?

Tan Fei: I think everyone may be relatively sympathetic to the weak in the public opinion field, especially the one with less utilitarianism, or the one who needs more "support". Because Zhou Hongyi is a successful boss and a rich man after all, everyone will think that you are coming for your traffic. Everyone can understand the incident of Brother Luego and Brother Hyperthyroidism. After all, it is the weak side that "hard" the strong side, but now you are the strong side that "hard" the weak side. But I think it is understandable, because in fact, in the era of Internet celebrity economy, everyone is working together to create focus effects and influence. If you talk too much about the starting point and some details in the process, it will not stand the consideration. So let’s look at this matter with empathy and understanding. I think Zhou Hongyi is at least a smart businessman. Zhou Hongyi refused rudely last time, but it wasn’t that he seemed to be rejected by the security guard. (Cover News reporter: Yes, he reacted very quickly.) Yes, he reacted very quickly. His team quickly reported this matter, and there would be a public opinion storm. In this society, you dare to offend things like helping farmers and public welfare, which actually has great risks, so it will change its direction and come soon (Rongchang). So this time is a cooperation formed by his company and the Rongchang government, and a common marketing, publicity, and hype, turning bad things into good things, making this matter "soft landing" and safely landing. Because Zhou Hongyi may have always been not very good in reputation, I see many people scolding him, "Who is not good for you, feed Zhou Hongyi," which means he is not a good person himself. But I think this is the case. Don’t do too much moral evaluation and kidnapping. As long as people do not violate the law, you should still be tolerant. After all, society is not easy and the economy is not particularly prosperous. Everyone should do their own methods and work together to make things worse, because in the end, the results will be left in Rongchang.

Cover News Reporter: There have been many such popularity on the Internet before, such as Brother Coat, Brother Gluten, Mr. Erxianqiao, etc., What are the similar logics and differences in this sudden popularity in a short period of time?

Tan Fei: The similarity is that he became famous all over the country, even the world, and there is also an English commentary. In fact, at that time, I thought Tian Yiming and Brother Rui would be more famous than him (Brother Luege), but in fact, this time I think Brother Hyperthyroidism likes him more, and the Changshawen and Friends incident further contrasted him. An internet celebrity becomes popular because of the right time, place and people. He doesn’t know all this, nor does he know what will happen. Of course, this has something to do with Brother Lue's high quotient. He is also a college student, but his career has been unsuccessful. His quality is not low, so he still has some prerequisites for success and personality genes.

Cover News Reporter: Many such "splashing traffic" sometimes come and go quickly. Why is this? The Luego Brother incident has been fermenting for a month, and the subsequent popularity is still relatively strong and it is still continuing to output. Why is this?

Tan Fei: I think this is due to the support of the government, an endorsement and intervention from the official level, including Secretary Gao rewarding him with 100,000 yuan, taking him to the food festival roadshow in Chongqing, and saying, "We paid for the fee you go to the United States!" These government interventions have made this matter more public welfare. It is for the public interest of the local government, not for personal fame, and everyone will like him relatively more, thinking that you are for everyone's interests, and the "copper smell" on your body is not that heavy. Some people may think that many people who seek relatives will start live streaming to sell goods afterwards. They will think that you regard the simple emotions of the people as a tool to make money, which everyone does not like.

( Cover News reporter: Yes, you mean that from the inside perspective, his starting point is different. The second is the complementary result of external forces, including the intervention of the government)

Yes, the third one is that he still has a personal charm. Brother Hyperthyroidism is also a person with relatively high quotient. This time he came to China, the environment was very unfamiliar, and there would be sudden events at any time, which was completely unpredictable, but his reaction was very decent. You would never have imagined that a 21 or 2 year old child was so powerful. Therefore, those who can become super internet celebrities around the world are very high in dual quotient. This kind of on-site reaction and adaptability, including his understanding of society, are also very strong. He may fall into a state of mind if he is careless. So I still think we should be tolerant. I think he may reflect on the matter of Zhou Hongyi, a brother of the geese. After all, it is definitely not appropriate to hand over the geese in the car show environment, and this environment does not allow it. So this matter will also make him reflect and give him a lesson and reminder, so that he can join forces with Zhou Hongyi to make this matter worse in the future. I can still give him a good score in the overall matter.

Cover News Reporter: Netizens’ attitude towards Brother Luego actually has a very obvious change in popularity, from the initial continuous feeding and being rejected to the subsequent acceptance; and then after the failure of feeding Zhou Hongyi at the Shanghai Auto Show, the public opinion orientation changed rapidly again; after Zhou Hongyi was invited to Chongqing, the public opinion orientation changed again. What is the reflection behind these changes in attitudes? Are there any reminders to Brother Luege and Rongchang government?

Tan Fei: I think the logic of Internet celebrities doing things is different, and they are abnormal. They are not called Internet celebrities. Especially when you see that many people are playing tricks in Chengdu and Chongqing, it seems that these two cities are "rich in gods". For example, F4 basketball teams, Rui Ge, Cristiano Ronaldo, and Messi are all very fun, because Internet celebrities are definitely not a normal group. Brother Luego may be very aggressive at the beginning, and he would be criticized when he rushed in at once. But after a long time, everyone became envious of his courage and perseverance, because many people could not do it, including his information being continuously disclosed later. Everyone knows that he is a poor person now and has saved people in his hometown. As soon as his information comes out, everyone begins to admire this person. The spread of public opinion is divided into several stages. People gradually fell in love with him. They think that Brother Luego is really good. He has no selfishness for himself. In addition, he has been fed again and again. After all, it was exposed in the camera. The exposure rate of Chongqing and Changsha is very high. With the official media, Brother Luego must have a exposure of tens of billions. In this process, everyone found his "cute" side, such as feeding bodyguards and slapping the bodyguards' back. No one in Changsha pays attention to whether Brother Hyperthyroidism is full. He also picked up food for Brother Hyperthyroidism. These things allow everyone to see some "people/kind" things in ordinary people. Everyone still respects this person very much. They think he is quite polite. The entire closed-loop process of forming his cognition is quite long, and it is indeed a reality show. He performed quite well in this link.

Cover News reporter: We know that traffic will inevitably show a downward trend later. What do you think can keep traffic more popular?

Tan Fei: This is indeed not easy. Internet celebrities cannot become famous for their whole lives, and popularity is just a stage. It’s better to keep your original intentions in the future, and you can’t be too commercial; secondly, you should pay attention to his private life, and you should not leave any talk and be used by others to make things happen. Overall, he should still be stricter and more self-disciplined for himself. At the same time, the government should be strong in its strength, and the government should help it strongly. It should maintain its public welfare nature for a longer time. It should be a relatively less material "symbol", a person who helps farmers, braised geese, and travels in his hometown. It is also very dangerous to not let yourself be at the forefront of the storm. He should just keep a pace, for example, if you do something bigger in a year, it cannot be exposed forever. If you expose it for a long time, you will be annoyed. This is the logic of communication.

Cover News reporter: A few days ago, we interviewed Gao Hongbo, Secretary of the Rongchang District Party Committee. He said that we should turn "Internet traffic" into "increasing economic development" and turn "Internet celebrities" into "long-lasting popular". Do you think the government has such a beautiful vision. If we want to achieve such a goal, what should we do to better achieve it?

Tan Fei: It's very difficult. Look at Zibo's current situation. After the barbecue in Zibo became popular, he is now in a mess, not too popular. I think we need to have a support first. I see Secretary Gao held many meetings, including sorting out and integrating the entire Rongchang industrial chain, cracking down on counterfeit and shoddy products. The second is Rongchang Tourism's service awareness. For example, when parking is not charged for May Day, these are relatively "soft, flexible" and more thoughtful, and these policies are quite good. The third is the title of Brother Luego, which makes him change from traffic to incremental volume, so that the people of Rongchang benefit themselves and benefit others more. It is still relatively easy to maintain a title of temperament, but it is indeed not advisable to expose too much. You must consider it carefully and not leave too many handles. It is easy for a person to collapse a house in this society now.

( Cover News reporter: Yes, a small incident may make the situation change instantly. Combined with the Zibo barbecue incident you just mentioned, the traffic at that time was also very large. The focus of our attention seemed to be on barbecue. Zibo barbecue restaurants in various cities were springing up like mushrooms after a rain, but it seemed that it did not transform Zibo barbecue into the urban development and cultural tourism development of Zibo. I think the current incident in Rongchang has made some progress compared to Zibo. What do you think?)

I think what you said is very right. Maybe the Zibo incident has also left a lesson - it is just a touch on the barbecue industry. Moreover, everyone rushed in and found that the reception ability was not good. Some barbecue restaurants might have problems, and the whole tide might fade away all of a sudden. Secretary Gao emphasized that if I want to become popular, I have to turn Brother Luego’s traffic into support for each industry, and it has been attracting people continuously, but behind it is Rongchang’s tourism reception ability and service level. Your Luego industry is truly becoming bigger and stronger, and these things may need to be supported more. No matter how powerful you are in the market, it is useless if you can't fall into the ground or cash it.

Cover News Reporter: You are also working in self-media. I would like to ask how you view the two words "traffic" and "Internet celebrity"?

Tan Fei: Traffic and Internet celebrities should not be derogatory words. For a while, everyone rushed up, and this "extensive" development made everyone feel that these two words had a relatively negative impact and label. I think the real good traffic serves this society, serves social and economic development, and makes a living for the people. Of course, it also serves the leap of my own class. I have to move forward and move upward. The term Internet celebrity is quite negative because many people do everything for traffic. You see, the Cyberspace Administration of China has also cracked down on many Internet celebrities who do fake traffic and spread rumors. Therefore, in the future, Internet celebrities and traffic must be standardized, so that Internet celebrities and traffic can truly become the driving force for society to move forward, because they are actually the catalysts of development. They can make development faster and more lubricating, which means regularization, long-term efforts, and have a long-term development idea.

Cover News Reporter: Nowadays, many, including official media and self-media, we will see a word "script" or traffic-oriented. What do you think?

Tan Fei: I don’t think planning is a derogatory term. Planning and fraud and fraud are also different. But there is a process for truly good planning, like Rongchang, to silently help at the beginning, but later it surfaced to retain traffic, increase "stock", and find incremental growth. Nowadays, we may be too anxious. We are falsified for traffic and KPIs, but we are too anxious and want to monetize. So I think this process should be more natural and more in line with the laws of transmission, and more realistic. This reality must be based on the occurrence of the entire event and cannot be fabricated too much out of thin air. Now that social media is so developed, wouldn’t it be over if someone just exposed your clues? So now we still need to remain calm in the face of traffic KPIs. "Excellent" planning is needed, and we must quit that kind of urgent planning.

Cover News Reporter: Regarding the Luego Brother incident, how long do you think this popularity will last? Including going to the United States after a while.

Tan Fei: Of course, this incident is risky. He asked him to visit Walmart or something. In addition, China-US relations are very tense now. This is equivalent to a civil affairs that the whole world is watching. Many overseas media may also report with malicious intentions, so it requires extremely high wisdom for him. I suggest that he should have some government consultants give him advice and find something to do, plan this in advance, and don’t play it too freely. I think his current ability is still not very capable of freely exerting himself. Make plans in advance and cannot be arbitrarily. After all, the systems and cultures of the two countries are very different, and no one on your side is used as a security guard to protect you. How to deal with such sudden incidents? I think he can be popular for another half a year. It should be no big problem until this year's National Day. There will be another wave of National Day. Rongchang can "fry" him again.

Producer | Editor-in-chief: Tan Fei

Executive Editor: Luo Xinzhu

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