In March of this year, a feast of food and culture quietly made waves across the country. Tianshui Malatang, a special snack that brings together the essence of Northwest flavors, quickly became a hot topic on social media and became popular with its unique taste and rich cultural connotation, attracting the attention of countless diners.
In this food boom, Wushan County Rong Media Center, with its keen insight, acted quickly, attacked with all staff, and used short videos, live broadcasts, social media and other diversified communication methods to push the core elements of Tianshui Malatang, Wushan vegetables, Wushan wide noodles and Simen tribute vinegar to a broader stage.
At the same time, it also makes Wushan's magnificent natural scenery, profound history and culture, unique folk customs, rich agricultural products and economic and social development achievements jump on the screen, successfully transforming the temporary "flow" into a lasting "retention", and injecting new vitality into the local economic and social development.
Hear the news and move, focus on the key points and make more efforts
"A bowl of spicy noodles brings fire to a city". When the water Malatang became popular all over the country with its unique charm, the Wushan County Rong Media Center captured the pulse of the "taste buds" of this era for the first time. They know that this is not only a simple food boom, but also an excellent opportunity to promote, promote and develop Wushan. The central party group acted quickly to organize all-media reporters to shift the focus of their work to how to take advantage of this traffic.
After in-depth research and analysis, it is clear that Wushan vegetables and Wushan wide flour are the core elements, and at the same time integrate the "ten" characteristics of Wushan (that is, rich resources such as natural scenery, history and culture, folk customs, etc.), and show the unique charm of Wushan County through all-round and multi-angle publicity, attracting more people's attention and yearning.
Carefully planned and in-depth excavation of local cultural resources
With the development concept of "green, organic, safe and healthy" and the unique regional brand advantage, Wushan vegetables have won the favor and praise of merchants from all over the world. "Wushan leek", "Wushan garlic sprouts" and "Wushan beans" 3 products were successfully registered as national geographical indication certification trademarks, leeks, lettuce, cucumbers and other 13 types of vegetables 25 products were certified as national A-level green food, "Ruide Garden" vegetable trademark was rated as a famous trademark in Gansu Province, "Wushan leek" was selected into the "sweet" agricultural products brand catalog, Qingchi leeks, plateau summer vegetable beans, mountain peppers, Dananhe garlic sprouts lettuce, Beishun cucumbers and a large number of well-known vegetable brands, so that Wushan vegetables are well-known in Longshang, Famous all over the country.
"Wushan vegetables" is a brand, and it is a beautiful Wushan business card. By the end of 2023, the total area of facility vegetables in Wushan County will reach 139,600 mu, with an annual output of 558,400 tons of vegetables and an output value of 2.094 billion yuan. Potatoes, leeks, lettuce, cauliflower, spinach, cabbage and other vegetables that must be ordered to eat spicy hot are planted in a large area in Wushan.
The secret of Gansu Tianshui spicy hot fire out of the circle is not only fresh and attractive Wushan vegetables, but also smooth Wushan potato flour. Yupan Town, Wushan County, is the hometown of potatoes in the province and the breeding base of high-quality potato varieties in the city, with a potato planting area of more than 20,000 acres. The vermicelli made with Yupan potatoes has been cooked for a long time, and it tastes soft and strong, and it is jokingly called "the one who gets the powder wins the world" by netizens. In addition, Simen handmade tribute vinegar and Wushan Mandarin Duck pepper are the "soul mates" of Tianshui Malatang.
In order to ensure the richness and attractiveness of the promotional content, the Wushan County Rong Media Center organized an all-media collection and editing team to go deep into the fields and factory workshops, and used lenses and words to show every precious moment of Wushan vegetables from sowing to harvesting.
At the same time, local cultural scholars and folk experts were also invited to interpret and vividly explain the "ten" characteristics of Wushan County in detail, so that the audience can feel the profound cultural heritage and unique folk customs of Wushan County while tasting the food. Under the publicity and promotion of Wushan Rong Media, CCTV News mentioned in "A Bowl of Malatang with Fire in a City": "If you want to achieve this fragrant and delicious Malatang, Wushan vegetables, hand-rolled flour, and Simen tribute vinegar are indispensable......" Xinhua News Agency client with the title of "Show Me China· Tianshui Wushan Vegetables Application for Battle", through the form of short videos and texts, introduced natural vegetables, Wushan vegetables.
"Ten Wushan" is rich in products, Zhong Lingyu is beautiful, and the people are outstanding. In recent years, Wushan has insisted on taking the industry as the core task of steadily increasing the income of the masses, and has thoroughly implemented the three-year doubling action plan for the advantageous and characteristic industries of cold and drought agriculture on the modern Silk Road, and further consolidated the foundation for increasing the income of the masses by improving the industrial reward and subsidy policy, introducing leading enterprises, and establishing a cooperative driving mechanism.
Nowadays, Wushan vegetables are exported to 24 provinces and cities and Russia, the Middle East and West Asia and other places, all kinds of agricultural products have also achieved "breaking into the east", "going to the west" and "going to the south of the river", and the marketing network of agricultural products based on Wushan vegetables has been fully completed. In the north, the markets of the three northeastern provinces are sold to Xinjiang, Inner Mongolia, Qinghai and other markets in the west, and the Yangtze River Delta with Shanghai as the center and the Pearl River Delta market with Shenzhen as the center in the south.
This "pouring traffic" made Wushan's vegetables, vermicelli and other special agricultural products on fire, and strengthened Wushan's confidence and determination to make its characteristic industries bigger and stronger. We have reason to believe that not only in Malatang, but also among the ingredients sought after by other netizens, Wushan elements abound.
Innovative forms help intangible cultural heritage bloom brightly
In the context of Tianshui Malatang's popularity, there is also Wushan intangible cultural heritage pounding garlic cans. From March 20th, Wushan's first "Thousand People Pounding Garlic Cans" was performed in Tianshui Longcheng Square, and then from March 23rd to 24th, the Spring Outing Cultural Activities held in Wushan Water Curtain Cave Scenic Area, the passion of thousands of people pounding garlic cans was staged, and Wushan Rong Media has produced and released more than 90 videos and news of pounding garlic cans. At that time, some tourists who came to Wushan rushed to participate in pounding garlic pots and experience this unique folk culture.
The performance form of Wushan pounding garlic pots is relatively simple and participatory, and can be participated by men, women and children. During the performance, participants wore red quilts and held long bamboo poles, twisting their bodies to a cheerful rhythm to simulate the action of pounding garlic. The whole performance is full of joy and festive atmosphere, which is very popular with tourists. Mr. Liao, a tourist from Jiangsu, said: "We saw Wushan pounding garlic cans from the Internet, and we felt very festive, and the atmosphere of the New Year was very strong. Four or five friends together came to a trip to go, the first stop Tianshui, the second stop Wushan, in Wushan Water Curtain Cave participated in the garlic pot performance, I felt very good, it was worth the trip. At the invitation of more tourists, Wushan thousands of people pounded garlic cans on March 28 in Tianshui Dragon City Square held a return performance, and many tourists joined in to experience this magnificent joy.
Since then, the townships and towns of the county have respectively held the "pounding garlic cans, welcoming 100 auspicious and accepting 10,000 blessings" 1,000 garlic cans dance and 100 people spinning drumming, stepping on stilts and other folk customs performances and special agricultural products exhibition and promotion activities. Whether it is in Tianshui or in the county, Wushan financial matchmakers are always online, they insist on panoramic publicity and reporting on the dynamics of activities in various places, and the short video work "Wushan Intangible Cultural Heritage Pounds Garlic Cans, Foreign Tourists Wear "Sheets" on the Field, and Open the Tianshui Carnival Mode! After the release of "Viewing the World's No. 1 Cliff Buddha and Pounding Wushan Thousands of People Garlic Pot Dance", the number of likes from netizens skyrocketed, and they sighed, it was too shocking!
Wushan pounding garlic pot is praised by the relevant media as the unique romance of Wushan people.
At the same time, Wushan County Financial Media Center makes full use of the advantages of new media, and presents the food, beauty, culture and other contents of Wushan County to the audience in a vivid and interesting way through short videos, live broadcasts, graphics and texts, H5 and other ways. They produced a short video with the theme of Wushan vegetables and Wushan wide noodles, through exquisite pictures and beautiful explanations, so that the audience felt as if they were in the fields and food streets of Wushan County, and also organized a number of live broadcast activities, inviting local farmers, craftsmen, foodies, etc. into the live broadcast room to interact with the audience in real time and share their stories and experiences.
In addition, a series of exquisite graphics and H5 pages have been released on platforms such as Wushan Rong Media and Wushan Release, so that the audience can feel the unique charm of Wushan County between fingertips. During this period, the center has produced more than 5,000 short videos, collected and edited more than 600 news, and produced more than 700 H5 pages.
Build a platform to enhance the experience of tourists in an integrated way
The integration of agriculture and tourism helps rural revitalization. Wushan County Rong Media Center made full use of the hot spot of Tianshui Malatang, participated in a series of agricultural product fairs, tasting meetings and other activities organized by the county, interviewed buyers and consumers from all over the country to visit and purchase Wushan products, and invited the person in charge of the e-commerce platform and the Internet celebrities with live broadcast goods to be guests in the live broadcast room, interact with the host and audience, and sell Wushan County's agricultural products to all parts of the country. For a time, especially Wushan vegetables, Wushan wide flour and other special agricultural products, with their excellent quality, unique taste has become a hot product in the market.
At the same time, the Wushan County Financial Media Center, in cooperation with the cultural and tourism departments and relevant townships, formulated and launched the "Ten Wushan Play Cheats" - hot and hot love, dedicated to the treasures who came from afar! A special report on "Pintianshui Malatang Spring Tour to Dafu Wushan" was launched, showing the style of Wushan from multiple angles and panoramas, attracting more tourists to experience the pastoral life and feel the charm of the countryside.
The integration of culture and tourism inherits the essence of culture. Wushan County Rong Media Center also pays attention to the development of cultural and tourism integration, making full use of the county's rich cultural tourism resources, such as Shuiliandong Grottoes, Wushan Hot Springs, Wushan Muti Temple and other places of interest, as well as traditional handicrafts and food culture such as Simen Gong Vinegar and Wushan Oil Circle, and has launched a series of cultural tourism activities. Through the production of exquisite tourism promotional videos, the release of travel guides and travelogues, etc., the unique natural scenery and cultural landscape of Wushan County were shown to the audience.
At the same time, with the opportunity of folk culture performances such as thousands of people pounding garlic cans, 100 people spinning and drumming, and several people stepping on stilts organized by various towns and towns, tourists are invited to enter various scenic spots and cultural sites in Wushan County, participate in them, and experience the history, culture and folk customs of Wushan County. These activities not only enrich the tourism experience of tourists, but also promote the rapid development of cultural tourism industry in Wushan County.
Wushan County is the west gate of Tianshui City, with a long history and culture, beautiful natural scenery and rich tourism resources, with 1 national 4A-level tourist attraction and 7 3A-level tourist attractions, with Shanxiong, Shuixiu, Dongtian, Quantang, Caixiang, Fish Fresh, Cultural Context, Wusoul, Yurun, Renjie "Ten Haves" characteristic resources, it is "the hometown of national vegetables", "the hometown of Chinese folk culture and art", "the hometown of national martial arts" and "the hometown of Longshang jade". Tourists go to the water curtain cave of the national 4A-level tourist attraction, you can see the true face of the world's first cliff relief Buddha, feel the grandeur and exquisiteness of the thousand-year-old Buddha at zero distance, approach the Muti Temple, a national key cultural relics protection unit, reminisce about the Tang Dynasty, feel the Song Yun, just like walking into the "Mogao Grottoes" at the door of the house.
Wushan Hot Spring, enjoying the reputation of the first Tangyu hot spring in the northwest, the hot spring water here contains 38 kinds of trace elements, it is a rare compound mineral spring with great medical value at home and abroad, and has unique effects in the treatment of common skin diseases of the human body, health care and medical treatment, etc., and is one of the only five radon mineral springs in the country. A soak in the crystal clear hot springs is the most beautiful experience for tourists.
After visiting the beautiful scenery of Wushan, how can the food live up to it. Those Wushan's most popular delicacies are the unmissable dates of this trip.
Wushan slurry water surface is the most popular food among the people of Wushan, a bowl of sour and delicious slurry water, scoop a spoonful of red oil and pepper, with tender green leeks, and then a plate of cold vegetables, both have the effect of relieving the heat, make people have endless aftertaste.
Wushan Dandan noodles, hot soup with a bowl of strong noodles, sprinkled with green onions, poured with oil and spicy seeds, one clear, two red and three green, fresh vegetables, strong fragrance overflowing, recording and carrying how many childhood memories.
Through the perfect combination of meat and vegetables, meat and seasonal vegetables are cooked with each other, and the boiling smoke in the copper pot is opened.
The most popular tourism product is the luminous cup of Wushan, the well-known luminous cup at home and abroad is carved with the jade of mandarin ducks in Wushan, all kinds of luminous cup handicrafts are colorful, crystal clear, is a good product to collect and give to relatives and friends.
Wushan embroidery absorbs the embroidery methods of Suzhou, Hunan and Shu embroidery, combined with local folk customs, and forms an artistic masterpiece integrating "fine and dense elegance". Some of the colors of the works are simple and pure, some are colorful, there are many kinds of works, the composition is novel and peculiar, the stitches are complex and diverse, the embroidery is fine and exquisite, and they are deeply loved by tourists.
Simen Gong Vinegar is based on the ancestral recipe of Baiwei Chinese medicine, using wheat bran as the main ingredient, rich in a variety of vitamins and trace elements, and the food is plump and fresh, mellow and refreshing.
Wushan Rong Media uses the new Wushan client, Douyin, Kuaishou, Weibo and other platforms to produce and release a series of short videos and graphic information about the beautiful scenery and food of Wushan at the fastest speed. These contents are diverse, vivid and interesting, and quickly attracted the attention and likes of a large number of netizens.
In addition, the financial media center also cooperates with authoritative media such as CCTV, Xinhuanet, Tourism, and New Gansu to further expand the spread and influence of Wushan culture through joint reporting and resource sharing. "Meidi very! Wushan is such a "pet fan", don't you still come? "Strength "Pet Fans", Wushan in Progress", "Pounding garlic cans and cheerful agricultural products debut, attractive food, ten Wushan spring outing cultural activities are wonderful", "Eating Tianshui Malatang and Viewing Wushan Cliff Buddha", "Wushan Intangible Cultural Heritage Exhibition Adds Color to Tianshui Malatang", "Tianshui Malatang is out of the circle, Wushan's special products are connected to the "flow"", "Revealing the Wushan ingredients in Tianshui Malatang", "Tianshui is not only Malatang, the next stop is Wushan", "Tianshui Malatang is hot out of the circle, and the core ingredients come from Wushan! More than 200 news works, such as "Central Media Praises These Elements in Malatang Come from Wushan", "Pounding Garlic Jars is the Unique Romance of Wushan People", "A Bowl of Pulp Water, Nostalgia Engraved in the Wanderer's Heart" and other more than 200 news works have been adopted by the superior media, and once broadcast (published), the number of likes has skyrocketed.
Relevant data show that only this year's "May Day" Golden Week, the number of people who come to Wushan to travel increased by 200% compared with the same period in previous years, the sales of agricultural products continued to rise, Wushan wide flour once appeared in short supply, Gansu Longzhiyuan production of slurry water series products orders soared, Simen tribute vinegar, mandarin duck tofu, Wushan oil circle, mandarin duck jade products become a must-have product for tourists.
Strengthen interaction, high stickiness to enhance influence
In the process of publicity and reporting, Wushan County Financial Media Center always pays attention to interaction and communication with the audience. They collect feedback and suggestions from tourists through various channels such as social media platforms, comment areas, message boards, etc., and adjust their promotional strategies and content in a timely manner. At the same time, it also actively organizes online and offline interactive activities, such as lucky draws, Q&A, voting, etc., to enhance the audience's sense of participation and stickiness.
Interact online to shorten the distance. The center has set up official accounts on various social platforms, regularly publishes various information about Wushan, including food, tourism, culture and other aspects, not only sharing beautiful pictures and videos, but also inviting netizens to participate in topic discussions and share their feelings and experiences. In order to increase interactivity, the center coordinated with relevant departments and set up a lottery link, and all netizens who participated in the interaction had the opportunity to win special agricultural products or tourist souvenirs in Wushan County. This online interaction not only made netizens feel the enthusiasm and sincerity of Wushan County, but also made them know and love this beautiful place more.
Offline activities, hands-on experience. Wushan County Rong Media Center, in conjunction with local cultural and tourism departments and enterprises, has launched a series of tourism activities called "Into Wushan", inviting tourists to visit the Water Curtain Cave Grottoes, Wushan Hot Springs, Wushan Muti Temple and other places of interest, and taste special delicacies such as Simen Gong Vinegar and Wushan Oil Circle, so that tourists can also understand the agricultural development and cultural heritage of Wushan County while tasting the food. These offline activities not only enrich the travel experience of tourists, but also deepen their impression and affection for Wushan County.
Wushan integrates media, deeply cultivates the local area, and builds a bridge connecting the people of Wushan with the outside world with rich news information, vivid cultural displays, and service information close to people's livelihood. At present, more and more tourists are attracted by the food and culture of Wushan, and they have come to visit, which has achieved a significant increase in the number of tourists and tourism income.
(News source: Wushan County Rong Media Center Reprint: Ma Wenjie)