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A bowl of sizzling Tianshui spicy soup elicits its tantalizing aroma even through a screen. The geographically remote city of Tianshui in Gansu has become a popular tourist haven.

According to data from Gansu Provincial Department of Culture and Tourism, during the three-day Qingming holiday, Tianshui City received a total of 946,500 tourists and generated a comprehensive tourism revenue of 540 million yuan, of which 289,000 tourists were received on April 6th, generating a comprehensive tourism revenue of 160 million yuan. A tourist posted a video saying that he was caught in a tide of people queuing up and couldn't even squeeze his way out. He had to queue up for more than two hours before he could finally have his meal.

After Zibo and Harbin, another huge amount of wealth is pouring into “non-typical tourist cities”, but how should Tianshui take advantage of this development and turn “viral fame” into “lasting popularity”?

After the Zibo barbecue fire last year, many places have begun to explore a "breaking out methodology.":By featuring "small and exquisite" food, unique local customs, and fancy customer services, travel destinations that were once considered "obscure" triggered a dissemination effect on social platforms, attracting tourists from all over the country and consequently unleashing an "overflow effect," propelling the development of local humanistic attractions and featured products. This set of "tactics" has been verified in cities such as Zibo, Harbin, and Luoyang, and has also helped unearth one "treasure destination" after another.

Can “net celebrity” cities capture the exploding traffic flow and transform from a flash in the pan to a long-term success? As the “out of the loop” group continues to grow, this question continues to be asked, and the crux of this question is whether the tidal wave of traffic flow can be transformed into real consumer power.

Zibo, Harbin and other cities have their own answers to this question. Around the Qingming Festival holiday, many media outlets revisited Zibo and found that this old industrial city is still popular. In addition to barbecue, "hidden settings" such as Qishan cherry blossoms have also been discovered and have become new favorites for tourists. In addition to tourism, accommodation, and catering, the colored glaze and ceramics industries in Boshan have also been revitalized, driving related consumption.

Following Zibo barbecue going viral, the staple "small pancake" and dipping sauce ingredients for Zibo barbecue have witnessed a surge in search volume on e-commerce platforms; local platform merchants are also partying over booming sales performance; "Erbin" has been turned into an internet buzzword and Heilongjiang Cultural and Tourism Department has joined live stream e-commerce platforms to promote products from across the province. E-commerce platforms are capitalizing on social media platforms to accelerate the conversion of traffic flow into consumption power, which, in turn, breaks regional barriers for tourism consumption and amplifies economic performance.

Tianshui, the latest popular city, has taken a step forward in exploring the conversion of traffic into real spending power - actively seeking multiple channels and finding new opportunities. Since March, the popularity of Tianshui Mala Tang has been reflected in e-commerce platform data, with a 285-fold increase in popularity on Taobao. At the same time, JD Supermarket has also launched a special zone for Gansu regional specialties, bringing together hundreds of Gansu specialty products such as Gansu Mala Tang soup base, Gangu chili noodles, and Dingxi potato noodles. JD Express's big data shows that:Since mid-March, daily delivery volume of Gangu chili peppers has increased nearly 5 times year on year.

Seeing that many tourists have traveled a long way just to have a bowl of authentic Mala Tang, and in order to let more netizens who have not been to the scene experience the delicacy of authentic Tianshui Mala Tang, Tianshui officials have taken new actions after the Qingming Festival holiday:Tianshui Malatang also plans to start broadcasting on Taobao on April 11, providing 'connections' to consumers across the country. This is also an important step for Tianshui to secure its 'great fortune'.

Reporters saw the "soul" condiment package of Tianshui Malatang on sale at this flagship store. Meanwhile, more Tianshui delicacies such as Tianshui Gua Gua, Suan La Fen, and Dingxi Wide Noodles were also on the shelves, hoping to allow customers to sample them at one go. Obviously, Tianshui doesn't just want to use Malatang to "earn quick money" but hopes to turn e-commerce shelves into its long-term promotion and sales platform.

While through social platforms such as short video platforms and WeChat Moments, explosive traffic can be attracted so that "the treasure city" can seek new opportunities from "short-distance sprinting", if we explore the sustainable and compound economic effect, it seems more like the beginning of a "marathon". In addition, deep cooperation between local government and platforms and the launch of the new evergreen sales platform may be a fruitful experiment to guide the cultural and tourism traffic into the "marathon track".

E-commerce is an open platform as well as a platform for publicizing local products. Our Gansu Mala Tang should walk out of Gansu and go national. E-commerce has great potential. Previously, e-commerce live streaming expert Zhang Mingxia said in an interview with the media that all the ingredients in Mala Tang can be presented as commodities, which in turn drives the development of an industry. For example, the successful online experience of Guilin rice noodles is worth learning from for Gansu Mala Tang.