From last year airborne hot search, the website "network red food" C, in recent years, luosifen frequently brush screen.

Luosifen in Liuzhou, Guangxi province, has been listed on the fifth batch of national intangible cultural heritage projects announced on June 10.

Just like hot-and-dry noodles in Wuhan, Goubuli noodles in Tianjin and ramen noodles in Lanzhou, luosifen has become a name card of liuzhou.

From once known as the "acid rain city" due to serious pollution, to now "Bauhinia City", "luosifen hometown".

How did the luosifen listed in the intangible Cultural Heritage become liuzhou's city name card and help Liuzhou carry out city marketing?

And what did Liuzhou do?

From roadside stalls to tens of billions of output value, a reform about "powder"

It is no accident that luosifen can become liuzhou's name card.

During the epidemic period in 2020, the real economy of China was hit hard, but river luosifen rode the fast train of "home economy" and e-commerce live broadcasting and became a hot selling product in China.

Even netizens rushed the products and took pride in Posting the "freedom of luosifen" on social networking sites. Check in on social networking sites.

The topic of liuzhou luosifen has been read more than 1 billion times on online platforms.

As a characteristic snack of Liuzhou, luosifen are often produced in small workshops due to the complexity of ingredients and the limitations of eating habits. Although liuzhou people love to eat it, few outsiders are willing to try it in the face of the "dark king" of food industry.

In fact, in order to make river luosifen out of Liuzhou, the Liuzhou government has made a lot of attempts.

As early as 2010, Liuzhou proposed to make luosifen, a characteristic food, into a city name card. In Opinions on Strengthening the Development of accommodation and catering industry, liuzhou first proposed the project of "luosifen entering Beijing".

In 2012, the luosifen caught the ride of "A Bite of China", and the Liuzhou municipal government immediately seized the opportunity to hold an event for 10,000 people to taste the luosifen during the "China Liuzhou International Water Carnival", and declared the event for the Guinness Book of Records.

With the means of making joints and records, they create publicity for luosifen.

The scene of "China Liuzhou International Water Carnival"

In 2014, the first bagging Liuzhou luosifen production enterprise was born, breaking the long-term situation that luosifen can only be "cooked and eaten in the hall". Many manufacturers looked at the potential of luosifen in the field of e-commerce, and opened the industrialization attempt of luosifen.

In 2016, eating and broadcasting became popular in China. The Government of Liuzhou city launched "eating and broadcasting of luosifen", which led many anchors to participate in the tasting. In the same year, liuzhou River luosifen Industrial Park was built, and the "liuzhou river luosifen local standard" was strictly implemented.

Corner of guangxi Liuzhou Snail Lion Industry Park

In 2019, the output value of Liuzhou luosifen exceeded 10 billion yuan.

It can be said that Liuzhou promoted the reform of river luosifen from "instant cooked food" to "instant packaged food", which laid a foundation for river luosifen's popularity. Liuzhou river luosifen from roadside stalls into the industrial park, the realization of industrial production, which makes river luosifen have the conditions of the Internet express.

From "Wuling Hongguang" to luosifen is the government's ambition for brand building

In addition to luosifen, liuzhou's other name card is "cars".

Liuzhou, as an important industrial town in southwest China, is the only city in China with faW, Dongfeng, SAIC and Sinotruk, and its automobile output ranks the third in China.

Liugang, Liugong and other manufacturing "giants", golden throat, nitidum and other well-known brands, are all homegrown enterprises in Liuzhou.

The annual output value of luosifen is almost nothing compared to 2004 billion yuan of automobile production in 2019. However, river luosifen cannot be underestimated in creating city name cards.

Cheng Fangxiao, former director of Liuzhou Commission of Commerce, once said bluntly: "Although one out of every 10 cars sold in the country belongs to Liuzhou, it is not called Liuzhou Baojun or Liuzhou Wuling. Liuzhou is still only a small third-tier city in western China. It is not well-known nationwide and rarely mentioned."

The Government of Liuzhou seems to know the way of network marketing well. River luosifen has become a popular brand on the Internet in just a few years, which is promoted by the government.

As early as in 2015, liuzhou liuzhou spiral lions powder "started the geographical indication prove trademark work, after more than three years hard work," liuzhou spiral lions powder "in 2018 approved registration, liuzhou industrial and commercial bureau established the liuzhou luosifen, the administrative rules on the use of geographical indication marks", made clear the use of this landmark product conditions, application procedures, etc.

The production workshop of snail flour

As a result of this series of requirements, "Liuzhou luosifen" can only be produced in Liuzhou, and foreign enterprises cannot print the unique geographical logo of luosifen on the packaging.

The government's strict standards ensure the quality of luosifen and strengthen this standardized process, so that luosifen do not become increasingly cheap and inferior like sour and spicy noodles.

After river luosifen became popular, liuzhou river luosifen Industrial Park, as a 4A scenic spot, became a popular punching point. In addition, there are luosifen cultural festival, luosifen food festival and so on.

In May 2020, the first national "Snail flour Industry College" was unveiled in Liuzhou Vocational and Technical College, and said it would build a practice training base and a big data technology service center of snail flour.

On March 20 this year, Liuzhou city released five industrial tourism routes, including the theme of river luosifen cultural experience tour. Through this route, tourists can fully understand the historical origin, cultural connotation and industrial development of river luosifen in Liuzhou.

With the perfect integration of "luosifen + tourism", liuzhou government has made full use of the Internet celebrity effect of "luosifen", bringing new ideas to the development of liuzhou cultural tourism industry.

At the same time, the integration of river luosifen with city image and city culture also strengthens consumers' cognition and recognition of Liuzhou city, which is also a win-win move for brand and city promotion.

From "Acid Rain City" to "Garden City", "Butterfly Change" Brought by urban Development Concept

In the 1980s and 1990s, the extensive development mode focusing on heavy and chemical industry brought considerable economic benefits to Liuzhou, but also inevitably caused environmental pollution. At that time, the acid rain rate in Liuzhou reached 98.5%, earning the title of "Ten rain and nine acids".

In 2001, Liuzhou began to overhaul its factories.

During the short period from 2005 to 2012, liuzhou government and enterprises invested heavily to carry out comprehensive treatment of environmental pollution in an all-round way through a series of measures to strengthen environmental protection.

In 2010, Liuzhou was named "National Garden City".

In 2012, Liuzhou proposed to "build Liuzhou into a garden city", with bauhinia as the main part and other plants as the auxiliary, to create a "garden city" suitable for the local temperament.

Up to now, liuzhou city planting bauhinia has reached 280,000 plants, the whole city enveloped in a piece of pink smoke purple clouds to form a "bauhinia city" landscape.

"Bauhinia Sea" in Liuzhou

From the "acid rain city" to the ambient air quality of the second national standard, Liuzhou's urban appearance can be called "great change".

However, the unique courage and vision of liuzhou government has made an almost impossible road in the history of urban development, which is both an industrial base and a livable city.

When a city begins to carry out city marketing, "city name card" is particularly important. It not only represents the image of a city, but also reflects the local culture and economic characteristics. It also plays a role in improving the visibility of the city and the cultural taste of the city.

However, we should always reflect on whether we are doing city promotion or city marketing. These are two concepts!

If only to create business cards, it is more inclined to the city publicity, and city marketing is more focused on the cultural background behind.

Take Liuzhou luosifen as an example. When the brand is integrated with the city, it not only sells the color, fragrance, but also the taste memory of a city. Therefore, in the transmission, there are people, there are stories, there is a breath of daily life, can better reflect a lively Liuzhou.

The most valuable meaning of city marketing is to build a three-dimensional and profound city image based on simply attracting eyeball.

Academicians and experts gathered in Guangxi for the high-quality development of liuzhou luosifen industry

China News Network

Official account of Chinanews.com

2021 Liuzhou luosifen Industry High Quality Development Summit Forum site.

Liuzhou, June 17, China New Network (Zhu Lurong) The 2021 Liuzhou luosifen Industry High-quality Development Summit Forum opened on The 17th. Academicians and experts, government, schools and enterprises from all over the country gathered in Liuzhou, Guangxi, to offer suggestions for the high-quality development of Liuzhou luosifen industry.

The forum consists of 4 modules and 17 topics, which are combined with thematic lectures and round-table forums. The on-site academicians and experts discussed the topics of "The development prospect of the" fourteenth five "development of Liuzhou Luosifen Industry", "economic development of Internet celebrities of Liuzhou Luosifen", "integration of Liuzhou Luosifen and Traditional Chinese culture", "Research on the development of characteristic Food Industry Institute and vocational education", etc.

File photo: Liuzhou luosifen packaging production line.

Liuzhou city is the core place for the inheritance of liuzhou luosifen making techniques, as well as the birthplace of the national learning and inheritance of luosifen making techniques. At present, liuzhou river luosifen production technology has been included in the fifth batch of national intangible cultural heritage representative project list. In recent years, Liuzhou government has issued several guiding policies to promote the development of river luosifen with industrialization concept and realize the transformation from "small rice noodle" to "big industry".

According to Zhang Zhuang, mayor of Liuzhou city, the sales revenue of bagged liuzhou luosifen reached nearly 11 billion yuan in 2020, and the sales revenue of supporting and derivative industries exceeded 13 billion yuan. The city will deepen the supply-side structural reform, continue to build an upgraded version of the river luosifen industry with the guidance of industrial thinking, and accelerate the realization of the sales revenue of river luosifen in Liuzhou exceeding 50 billion yuan.

Xie Hua 'an, a plant genetics and breeding scientist and academician of the Chinese Academy of Sciences, believes that the safety, stability and high quality of agricultural raw materials are the key to building a good chain of spiral river luosifen, especially rice. As a scientific and technological worker in the field of hybrid rice, he and his team have the responsibility and willingness to contribute to the development of liuzhou luosifen characteristic industry.

Su Jian, director of the National Economic Research Center of Peking University, believes that with the development of river luosifen industry, the upstream and downstream industry chains are becoming larger and larger, and the river luosifen industry in Liuzhou has gradually formed a cluster scale. The government should help enterprises adjust industrial structure and enhance their competitiveness by designing and implementing industrial policies.

Liu Zilin, secretary of the Party Committee of Liuzhou Vocational and Technical College, put forward that liuzhou river luosifen needs in-depth study of the economic laws of the Internet and the law of Internet communication in order to "grow red forever". In addition, we should give full play to the technical advantages of vocational colleges and promote the cultivation of high-quality talents in liuzhou river luosifen industry, to empower the high-quality development of Liuzhou river luosifen industry.

In May 2020, the first Liuzhou Luosifen Industrial College in China was established in Liuzhou Vocational and Technical College, integrating talent training, technology application research and development, innovation and entrepreneurship, and social services. At present, a total of 680 full-time students have been trained, and training has been carried out to improve the ability of employees of luosifen enterprises and to train the technical skills of luosifen stores.

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