I studied the hottest 5A scenic spot in China and sorted out its traffic codes.

The COVID-19 epidemic in the past two years has made many enterprises struggling, and all kinds of voices of layoffs and bankruptcies have come and gone. Under the epidemic, some people are restless, some people are determined, and of course, some enterprises have mushroomed.

When it comes to the impact of the epidemic on the economy, the first is catering, followed by tourism; But there is a scenic spot in Henan, with a turnover of 365,438+billion in 2020, 360 million and 5438+0 in 2026. In other words, this scenic spot was not affected by the epidemic at all, but went against the trend and reached an increase of 16%.

Yes, it is the Laojun Mountain Scenic Area in Luoyang.

When it comes to Laojun Mountain in Luoyang, many people will think of the story of "The Adventure Banquet in the World, Laojun eats instant noodles at the top of the mountain", and they will also think of many marketing activities such as "One Yuan Lunch" and "Taoist Going Down the Mountain".

Of course, jokes are jokes; I don't know if there is Laozi in Laojunshan, but what I know is that the marketing methods of Laojunshan are really powerful.

So I spent two years studying the marketing techniques of Laojunshan, and I will share them with you for free today, hoping to help you who are struggling.

1, the best positioning, Lao tze the best.

Laojun Mountain, located in Luanchuan, Luoyang, Henan Province, was named after Li Er, the ancestor of Taoism, practiced here. Therefore, Laojunshan is the source of Taoism (the birthplace of Taoism) and also the "ancestral court" (the court of ancestors).

To sum up in one sentence, "Laozi is the best", directly rubbing other "seventy-two holes in heaven and earth" on the ground and killing all Taoist celebrity competitors.

So, look at the cultural packaging of Laojunshan, is it awesome?

2. High standards to build a five-year scenic spot.

At the beginning of the establishment of Laojun Mountain Scenic Area, the first task was to create a 5A-level scenic spot and build it in strict accordance with the 4A-level tourist scenic spot standards.

In addition, a leading group was set up to create the 5A scenic spot, with the goal to people and the responsibility to people, and the implementation was paid close attention to. So in 2008, Laojunshan was successfully rated, and it was successfully promoted to 5 years in 20 12.

Looking at the scenic spots in fourth-tier cities across the country, how many have this kind of courage?

3. Full communication in advanced mode.

At the beginning of the establishment of Laojun Mountain Scenic Area, the mode of full communication was adopted. All employees have opened Internet platforms such as blogs, forums and post bars, and later added platforms such as Weibo, WeChat, Tik Tok and A Auto Fast, which were included in the annual assessment.

All employees publish no less than 100 Weibo, WeChat and short videos about Laojunshan every year. Less points will be deducted, and more will be paid. The year-end bonus for outstanding employees is millions.

Therefore, every employee of Laojunshan is a super big V. Do you think such a scenic spot can not be hot?

4, event marketing, screen hot search

Compared with tens of thousands of scenic spots in China, besides Tianmen Mountain in Zhangjiajie and Fenghuang Ancient City, which scenic spots have engaged in event marketing? I'm afraid I can count it with my toes!

What are other scenic spots doing when Laojunshan does not spend money on hot search? Bus, subway, TV station, outdoor advertising, money spent, and the result is upside down.

5. Network celebrities punch in, and the whole people participate.

With the help of "one yuan lunch", Laojunshan has invited and attracted tens of thousands of online celebrity bloggers from all over the country to punch in; At the same time, online celebrity travel punched in, which not only successfully publicized and exposed Laojun Mountain, but also set off a creative upsurge with the participation of the whole people.

As a result, the phrase "Go to the world for a surprise wedding banquet, Laojun eats instant noodles at the top of the mountain" was successfully selected as one of the top ten buzzwords on the Internet in 2020.

The smartest marketing is not selling products or services, but creating popularity. Imagine, when tourists from all over the country "go to the surprise banquet of the world", what kind of ways are you using to attract tourists?

In my opinion, 99% of the scenic spots in China don't understand marketing, and 80% of the scenic spots are holding golden roosters without laying eggs. What is the reason? The reason is that we don't understand the essence of scenic spot marketing, which is popularity.

Where does popularity come from? The answer is communication, but the reality is that most scenic spots are lost in communication.

To put it bluntly, the money is spent and tourists don't come. Do you agree? Welcome to discuss!

Brief introduction of the author

Liu Zhiyong, a famous marketing expert, is the founder of NetPush. He has served in Skyworth, BBK, BYD, Lala, Shuibei Jewelry, Yun Qi Mountain, Liuzhou Snail Powder and many other well-known enterprises.