Internet celebrity Changsha, why is it often red?

Text | Intelligence Relatration

Author | Chen Yi

Once, it was the most romantic thing for a person and going to a city.

Today, for a brand, going to a city has become the most trendy thing.

A group of brands have increasingly recognized a city -brand and enterprise that comes with urban influence and appeal, which has become a window for the city to export the image to the outside world. For example, Ali, Netease in Hangzhou, Huawei, Tencent in Shenzhen, Hunan Satellite TV, Wenhe You, Yiyangkang, etc. in Changsha, which is also in line with the development of modern cities.

Looking back at the change of Chinese Internet celebrity cities, the first -generation celebrity cities such as Lhasa, Dali and other Dali took the lead in "out of the circle" with natural scenery; followed by Chengdu, Chongqing, and Xi'an, they became "second -generation Internet celebrities" with the characteristics of the city; Then there are the third -generation Internet celebrity cities that are now "red because of the brand", such as Changsha, a city with endless Internet celebrities.

In fact, the cultural characteristics shown by urban native brands often condense huge "silent power", making it a concentrated display of urban characteristics.

A few days ago, the "Oscar of the brand industry", the 20122 16th Chinese Brand Festival Annual Conference, was successfully held in Changsha. It was both recognition of Changsha and recognition of the Changsha brand. The Changsha has changed from an Internet celebrity city to evergreen city. Behind the increasingly brighter city business card, it is also closely related to the continuous iteration of the Changsha brand.

Chang Hong's "Internet Red City"

From the "Capital of Entertainment" to China's first "World Media Art Capital", from popular tourist cities to "TOP1, the most livable city in the country" to be selected for young people, to becoming the famous "consumer capital" and "consumer capital" and "consumer capital", " The city of Kang Yang "and" Non -Night City ", the night economy has continued to rise to the second in the country ...

It can be seen that in the past few years, Changsha has only increased its popularity, becoming a veritable "evergreen city". Behind its continuous popularity, a large number of "Pinjo World" brand support is inseparable -among the 16th Chinese brand 500, the Changsha brand won 13 seats. It should not be underestimated.

For example, in the field of construction machinery, the world's top 50 Changsha brands occupy 4 seats; in the field of new consumption, Changsha's local natives have been bred in Xingsheng preferred, Wenheyou, Hu head bureau, Mo Mo dim sum bureau, tea Yanyue color, three and a half, three and a half, three and a half, three and a half, three and a half, three and a half, three and a half, three and a half, three and a half, three and a half, three and a half, three and a half, Many Internet celebrities such as Lemon Season; in the field of big health, the first concept of ecological health care in the health industry has served nearly 6 million people in the annual service customers. It is a national civilized unit and has been included in the list of key companies in Hunan Province. ...

The development of these brands not only effectively promotes the development of urban economic development, has also become a city business card, and expands the urban influence. Taking the night economy as an example, data show that my country ’s night consumption has accounted for about 60%of the total retail sales, and it continues to grow at a scale of 17%. In 2022, the economic scale of China is expected to exceed 40 trillion. Night economy has also become an important part of the urban economy and business cards.

Changsha ranked second in the top ten cities in the top 10 economic influence in China in 2021. In recent years, the economic development has developed rapidly in recent years, and it has gradually formed the night economy In the new business format, the influence of Changsha's "no night city" has also risen -the night summit of the Chinese urban economic development in 2021 is held in Changsha, which is a microcosm of this change.

Behind these economic formats, the leading role of leading brands is inseparable. The catering brand will not say, a large number of Internet celebrities have been born in Changsha. For example, for example, it is a national health care chain company such as Yili Kang.

Under the leadership of the leading enterprise, Changsha's Kangyang Industry has developed a compound form that integrates health care, catering, and leisure and entertainment, while driving the development of the entire industry, while also promoting Changsha in the country in the country. "top ten.

It is understood that Yiliekang is still the only health care enterprise selected as "2021 Changsha Night Consumption Demonstration Business Card". Its academy road shop and Jinfan store were rated as "2021 Changsha Night Consumption Demonstration Store". Today, coming to Changsha and going to Yili Kang has become one of the necessary projects for foreigners.

It is the leadership of many "golden signs" such as Yili Kang, Tea Yan, Wenhe Youyou, which attracted many tourists for Changsha, and also increased Changsha's economic volume and influence to increase day by day. Chang Hong ".

How to move from "net red" to "Chang Hong"?

Changsha has changed from "net red" to "Changhong". In short, the influence of "Internet celebrity city" has brought about continuous traffic to Changsha, integrated into all corners of the city, and transformed into "Changhong City" evolution. Energy, through the brand landing, is the increase in urban development, and the Internet celebrity brands bring more traffic to Changsha, thereby forming a virtuous circle.

Among them, Changsha vigorously promotes the quality of the city's quality and spiritual spirit of "Pinchai Changsha Quality" is a key factor. This provides a strong motivation for the cultivation, protection and development of the Changsha brand, and forms three shiny urban business cards manufacturing, Changsha culture, and Changsha services. These areas also cultivate a large number of long -red brands.

As we all know, Changsha is one of the innermost cities in the domestic health industry. According to statistics, as early as 2012, Changsha Health and Health Industry has become a large pillar of Hunan's tertiary industry. There is no doubt that as an important part of the field of great health, the market demand of the health care industry is large and the development is sufficient, but at that time, it was also facing problems such as lack of industry standards. How to do? The answer is to adhere to the spirit of Changsha, which is "standing in Changsha, quality and excellent world", and work hard on technology research and development, industry standards, and service optimization. Established in 1997, it is the practitioner and beneficiary of this "Changsha spirit", and it is also a witness and explorer of the evolution of the Changsha brand.

Since its establishment, it has always adhered to the concept of "serving human health", adhered to the cultivation of Chinese medicine inheritance, and "quality and quality" in technology and services for more than 20 years, becoming the leader of the Kangyang industry and "Guo Guo Guo Guo Guo Guo Guo and Guo Guo Guo. The leader of the trendy health has become a cut surface that shows the spirit of Changsha City.

As early as 2006, Yili Kang established the first health research institute in the industry, committed to sub -health research, health massage technology innovation and health care equipment research and development. To this day, Yidyang has a dozen types of entities such as neck and waist and leg pain specialized hospital, medical clinic, health and leisure center, health care institute, national vocational skills appraisal, vocational and technical school, health care equipment research and development center This allows it to lead the technology in technical methods. It is the "ceiling" in the hearts of Changsha people.

From the formulation of local standards for Hunan Province in 2016, the "Specifications for Foot Baths, Massage Operation Service", by June 1, 2021, Yiyangkang will organize the formation of the first "national standard" in the health care industry as the national standard draft team leader unit. - "Specifications for the Operation of Health Conditioning and Massage Technology" is officially implemented ... Yiyang Kang has always been at the forefront of the country. In addition, Yirong is the first national service industry standardized pilot unit in the national health care industry. These are the core competitiveness of Yiyangkang.

The development of other brands of Changsha is the same. The hard technology strength of Sanyi Heavy Industry, Zhonglian Heavy Technology, Shanhe Smart and other companies have always been at the forefront of the industry. In the new consumer field, Wenhe friends and tea face have also become benchmarks in its subdivided fields. The "traffic" of Internet celebrity Changsha is to become an increase in economic development through these high -quality brands with core competitiveness. And these brands have also become a well -known "Changsha business card" in the country, which has kept the influence of Changsha "out".

From "Chang Hong" to "Changhong", what does Changsha want?

As the best carrier of urban culture, cities and brands are accompanied by each other -brands are resource gathering collectives, natural touching consumers, can tell city stories and enhance the popularity of the city; cities provide soil and industrial clusters for brand development , Continue nutrients for the brand.

In 1994, Hunan Radio and Television settled in Malan Mountain. Subsequently, the "TV Hunan Army" emerged. In the traditional media era led by newspapers and television, it helped Changsha to become "entertainment capital" and "half of the country in Changsha".

In the era of digital media, the Marthashan Video Cultural and Creative Industrial Park incorporating culture and technology has emerged. With digital video content as the core, to create a supporting derivative digital video and other industrial chain clusters, it becomes "China V Valley". Leading at the forefront of culture. Hunan Radio and Television also become an important representative of Changsha's "Changhong Brand".

The three years of establishing 3 years later than Hunan Radio and Television is another representative of another "long red brand". Looking back on its development, in addition to deep cultivation of Chinese medicine culture and health as the center, leading the industry in technology and standards, continuously updating "service power" is another factor.

In 2016, only because the customer mentioned that "the room was a bit stuffy", Yidangkang spent 200 million, which took 5 years, so that all the store rooms were installed with a fresh air system and a negative oxygen ion system. The epitome of "force".

In the health care project, Yiyang Kang always insists on inheriting traditional Chinese medicine, pays attention to the effect, and continues to enrich and personalize the process of personalized conditioning in order to truly meet people's personalized conditioning needs. Even in the diet provided by the store, Yi Erkang has formulated standards from food procurement, cleaning to production, and produced uniformly according to standards, and uses "health+delicious" as the core instead of blindly pursuing taste. Simply put, from indoor air, to the store's food, and to health projects, Yikang Kang always puts health first, so that customers can rest assured to consume.

Pay attention to the quality of service, and also allows Yiyi to receive a lot of reputation. He successively won the national civilized units, advanced employment enterprises in the country, consumer trustworthy units in Hunan Province, Hunan Province Baijia Integrity Demonstration Unit, Changsha's first Mayor Quality Award, No. 1 The sixth Hunan Provincial Governor Quality Award nomination award, including more than 200 honors.

From Hunan Radio and Television to Yidang, we can see that in addition to the core competitiveness of technology, these long -red companies also have the ability to serve new services. Changsha must do the two business cards of Changsha Culture and Changsha Service, and realize the evolution of cities and brands. It also needs to cultivate more "Changhong brands" to allow them to continue to work in the above aspects and lead the industry.

In fact, this is also what Changsha has been doing.For example, when the development of the digital economy is in full swing, Changsha Lizhu's construction machinery is intelligently transformed and at the forefront; when the new consumption of Guocheng becomes a new outlet in the market, Changsha continues to optimize the business environment, accelerates the tiger head bureau, Mo Mo snack bureau,The development of tea and other brands; in the trend of the revitalization of traditional Chinese medicine and the development of national tide health, it has also proposed a new format of health care in traditional Chinese medicine and other traditional Chinese medicines ...It will become an important support for Changsha Changhong.*The pictures of this article are from the Internet

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