转自：新华财经 11月25日，以"智启风险感知 共筑城市品牌"为主题的暖城品牌传播力指数发布暨风险感知预警机制分享会在鄂尔多斯市举办。本次活动汇聚了来自地方政 府、高端智库、知名高校的专家学者与实务工作者，围绕城市品牌传播、风险感知预警机制等核心议题展开深度交流，呈现诸多亮点，为各地探索以风险防 控护航城市发展、以品牌建设赋能高质量发展提供了宝贵的经验参考与思路启发。 会上，《暖城品牌传播力指数分析报告（2025）》正式发布。指数聚焦城市品牌传播的全维度表现，以"品牌影响力、品牌辐射力、品牌吸引力和品牌美誉 度"为一级指标，设有10个二级指标及30余个三级指标，构建起衡量暖城鄂尔多斯品牌建设成效的重要量化标尺。 作为国家重要能源和战略资源基地、黄河流域生态保护和高质量发展先行区，鄂尔多斯立足"暖城"品牌定位，以绿色转型为路径、以产业升级为支撑、以文 化赋能为纽带，在新时代区域发展格局中持续阐释着独特价值。今年以来，暖城城市品牌影响力稳步提升，已成为区域发展的亮眼名片。 《暖城品牌传播力指数分析报告（2025）》展现了"暖城"品牌在生态环保、科技创新、产业发展等领域的传播实效。数据显示，鄂尔多斯市品牌影响力呈现 ...

Core Insights - The article discusses the transformation of small cities into "internet-famous" destinations, focusing on the case of Rongchang, which has leveraged social media to boost tourism and local economy [1][2][4] Group 1: Economic Impact - Rongchang experienced a significant influx of tourists, with 234.5 million visitors during the May Day holiday, leading to a sales figure of 29 million roasted geese and nearly 2 billion yuan in tourism revenue [13] - During the National Day holiday, the number of visitors decreased to 233.13 million, but still represented a substantial economic impact [13] - The local government has set a target for the roasted goose industry to exceed 1 billion yuan in output value by 2026, indicating a strategic focus on sustainable economic growth [13][14] Group 2: Brand Development - The rise of the "Roasted Goose Brother" brand has shifted from a local phenomenon to a national presence, with the opening of a franchise in Leshan, a city known for its culinary competition [4][5] - The brand's strategy includes building a professional online operation team to maintain and convert online traffic into sustainable business [5][7] - The transformation of "Roasted Goose Brother" from a local vendor to a brand ambassador reflects a broader trend of personal branding in the context of regional economic development [7][10] Group 3: Market Dynamics - The initial surge in popularity led to a rapid increase in competitors, with many new vendors entering the market, resulting in price wars that threaten product quality and brand reputation [10][11] - The local association has expressed concerns over the sustainability of such competition, emphasizing the need for regulatory measures to ensure food safety and quality [10][11] - The article highlights the importance of transitioning from a "viral street" to a "brand street" to ensure long-term viability and market order [10][11] Group 4: Cultural Integration - The success of the roasted goose industry has prompted a broader cultural recognition of Rongchang, integrating local heritage elements such as summer cloth and pottery into the tourism narrative [14] - The article raises concerns about the potential marginalization of other cultural elements as the focus remains heavily on the roasted goose, suggesting a need for a balanced approach to cultural promotion [14]

Core Insights - The article discusses the transformation of the city of Zibo from a "viral city" driven by its barbecue culture to a more sustainable and diversified urban identity, focusing on long-term development strategies rather than short-term trends [2][20]. Group 1: Zibo's Viral Phenomenon - Zibo became a phenomenon in early 2023 due to its barbecue culture, attracting significant attention and visitors [2][5]. - The city has experienced fluctuations in its popularity, with discussions about its status as a "viral city" becoming common [2][6]. - Despite concerns about declining interest, Zibo has maintained a steady flow of visitors during peak seasons, indicating a resilient tourism sector [5][11]. Group 2: Strategic Shift in Development - Zibo's government has shifted its focus from short-term viral trends to long-term industrial and cultural development, emphasizing "new quality productivity" and manufacturing upgrades [2][10]. - The city has established a "high-quality development command" to enhance its cultural and tourism sectors, reflecting a strategic pivot from merely capitalizing on barbecue fame to fostering a broader cultural identity [9][10]. - The local government aims to transform the influx of visitors into sustained interest in the city's diverse offerings, moving beyond the barbecue label [11][12]. Group 3: Economic Impact and Growth - In 2023, Zibo's retail sales of consumer goods increased by 9.6%, with significant growth in the accommodation and catering sectors, indicating a positive economic impact from the viral phenomenon [6][10]. - The city has set ambitious tourism goals, aiming to attract 65 million visitors and achieve over 64 billion yuan in tourism revenue by 2026 [10][18]. - Zibo's industrial transformation is evident, with the contribution of its four key industries rising from 48.9% to 59.8% of the city's industrial output from 2021 to 2024 [17][18]. Group 4: Talent Attraction and Future Prospects - Zibo has implemented policies to attract young talent, successfully bringing in over 40,000 graduates annually, which supports its industrial and economic transformation [18][19]. - The city has established a clear development goal to achieve a GDP of over 700 billion yuan and to join the "trillion GDP club" within the next decade [19][20]. - Zibo's approach to leveraging its viral status as a catalyst for broader economic and cultural development serves as a model for other cities [20][21].

Core Insights - The concert economy is becoming a new engine for urban brand building, as demonstrated by the successful integration of events like the Mayday band's 25th anniversary concert in Beijing's Chaoyang District, which significantly boosted foot traffic and online engagement [1][2] Group 1: Economic Impact - The concert economy not only attracts fans but also stimulates a full consumption chain, including transportation, dining, accommodation, and shopping, creating a unique urban identity [1][2] - In just two months, related districts in Beijing saw foot traffic double, and online engagement exceeded 450 million times, showcasing the economic potential of such events [1] Group 2: Cultural and Emotional Engagement - The concert economy represents a "soft update" to urban spaces, enhancing cultural participation and emotional resonance among consumers, which in turn drives spending [2] - Events like concerts can create lasting memories for fans, turning simple experiences into shareable urban tags, thus contributing to the city's brand [2] Group 3: Urban Strategy and Brand Building - The concert economy should be integrated into urban strategies as a driving force for cultural and commercial tourism, shaping the city's atmosphere and long-term appeal [3] - Key challenges for cities include resource coordination for events, creating a welcoming environment, and maintaining brand loyalty post-event, which are essential for effective urban brand construction [2]

Core Insights - The article discusses the need for different districts in Shanghai to develop their unique brand identities to compete effectively in a globalized environment, highlighting the examples of Jinshan, Minhang, and Fengxian, while questioning what Baoshan should do to establish its own brand [2][32]. Group 1: Jinshan's Journey - Jinshan has faced challenges in its brand development due to its historical reliance on traditional industries like petrochemicals, which have negatively impacted its image [5][6]. - The district's geographical distance from the city center has limited its access to resources and attention, making it harder to build a competitive brand [7][9]. - Jinshan's frequent changes in strategic planning have led to confusion and a lack of focus, hindering its brand establishment [10]. Group 2: Minhang's Development - Minhang has struggled with a lack of a core brand identity, despite having economically successful districts like Qibao and Xinzhuang [16][18]. - The emergence of the "D Zero Bay" has provided an opportunity for Minhang to enhance its technological innovation and brand recognition [20][22]. - The collaboration between local universities and tech companies in D Zero Bay has fostered a robust innovation ecosystem, attracting investment and enhancing the district's reputation [23][25]. Group 3: Fengxian's Transformation - Fengxian was previously seen as a "three-no" district, lacking advantages in location, industry, and culture, until the establishment of the "Oriental Beauty Valley" [27][28]. - The Oriental Beauty Valley has positioned Fengxian as a global hub for the beauty industry, achieving significant brand value and revenue growth [30][31]. - The district's strategy focuses on brand building, capital investment, and internationalization, which has led to rapid development and recognition [31]. Group 4: Baoshan's Brand Strategy - Baoshan currently lacks a clear urban brand and needs to identify its core brand to enhance its competitiveness [35][42]. - The district has a rich cultural heritage and a strong industrial base, which can be leveraged to create a unique brand identity [45][47]. - A systematic approach to brand design and operational execution is essential for Baoshan to establish a recognizable and impactful urban brand [42][59].