With the singing of children's Chorus "snowflake", the fire of Beijing Winter Olympics was slowly extinguished. The first traffic feast in 2022 finally ended on the evening of February 20. Among them, the fast hand as the only short video platform to get the right to broadcast has become the "three hundred million people participate in the ice and snow campaign" cloud home court Kwai Chung. Relevant research data show that more than 60% of users prefer to obtain Winter Olympic information from short video platforms. Meanwhile, according to official data of Kwai Fu, the total number of Olympic related works and topic videos in the relevant Kwai Fu related players reaches 154 billion 480 million. Short video not only got the qualification of "card table" for this traffic feast, but also played a good hand. 01 What gave birth to the huge short video market? In the golden age of graphics and text, wechat and headlines have won a huge flow pool that others can't shake. The Kwai tiktok, fast video and video frequency will be the main content area in the next 10 years. Zhang Xiaolong, founder of wechat, once said in the "wechat night" speech on the 10th anniversary of wechat: "video expression should be the core of the content field in the next decade." According to the 48th statistical report on the development of China's Internet released by CNNIC, as of June 2021, the number of short video users in China had reached 888 million. On the one hand, the stickiness of short video users is much higher than that of other industries. According to the Research Report on China's online audio-visual development in 2021, the per capita use time of short videos per day is increasing year by year. In 2021, the per capita browsing time of consumers on short videos per day reached 125 minutes, and short videos have become the field with the longest network time. The Kwai tiktok, a short video industry, has created a fast video industry. According to the statistics of enterprise investigation, in the past year, the amount of foreign investment was 21.3 billion yuan, a year-on-year increase of 84%, a record high. Many of these investments involve core businesses such as content and short video. The first hand of short video was also successfully launched last year, Kwai soared 160% on the first day of listing, and its total market value reached 12300 billion. It is precisely because of the ultra-high viscosity and activity of users of the short video platform that promotes the popularity of the short video market and attracts capital to enter one after another, which not only creates a number of industry giants, but also pushes the short video industry to a higher level. 02 Song of ice and fire in scenic spot short video marketing With the wave of short video and live broadcast, video expression has become the wind direction in the future. Whether for the consideration of continuing to expand the popularity of the scenic spot or looking for new profit points, it is necessary for the scenic spot to carry out short video marketing. # Why is the short video of scenic spot popular? 1、 The government promotes the development of cultural tourism industry. The woman in red galloped on the snowy Grassland -- the video of he Jiaolong, deputy director of culture and tourism of Ili Prefecture, won 520 million hits on the short video platform, and also welcomed a large number of tourists to Zhaosu, a small city in Xinjiang. In fact, it is not uncommon for local governments to actively layout short video marketing in order to promote the development of local tourism industry. Take Xi'an as an example, on the tiktok short video platform, the video volume of the "Tang" night city "Dun" has been accumulated over 8 billion 300 million times. From the bowl throwing wine of yongxingfang to the tumbler of Datang never night city, these Xi'an characteristics that have been "shaken" one after another are the "urban marketing" carried out by Xi'an government with the help of short video platform. As early as April 2018, Xi'an Tourism Development Commission reached a tiktok short video to cooperate with Xi'an to carry out all-round packaging promotion. According to the data released by the Xi'an Tourism Development Commission, Xi'an has received 114 million 717 thousand and 500 tourists from home and abroad in the first half of the tiktok cooperation, an increase of 45.36% over the same period, and the total revenue of tourism increased by 56.32% over the same period last year. 2、 High consumer awareness. Compared with other emerging consumer categories, cultural tourism scenic spots have relatively mature market and consumer cognition. At the same time, the threshold of short video production is low. On the short video platform, it takes only two minutes for users to create video works with a duration of no more than 15 seconds. These short videos are quietly becoming a sharp weapon of tourism marketing. Therefore, in addition to the huge ordinary outdoor, many scenic spots, local tourism development committees and even online travel agencies and other "aborigines in the tourism industry" have entered some short video platforms and opened official accounts. 3、 The commercial promotion attribute of the scenic spot is not obvious. Compared with other consumer categories, its commercial promotion attribute is not obvious. People have a relatively high degree of tolerance for scenic spot marketing advertisements and love to browse travel related punch in videos. With the development of the times, tourism strategy has traveled tiktok from 100 years ago to a travel guide book when traveling more than ten years ago. Now, many tourists have opened a new mode of searching for the side of the border, while playing with the sound of the game, they have also opened their trunking strategies. # Challenges faced by scenic spot short video marketing 1、 Difficult to realize and rough business model. At present, the business model of cultural tourism scenic spots is not "fighting alone" of a scenic spot, but needs to link the surrounding tourism resources and drive the secondary sales of surrounding food, housing, travel, shopping and entertainment and other related industries. But in fact, the current scenic spot short video marketing is more focused on itself, and the realization channel is still the sale of scenic spot tickets. In the long run, the short video marketing of scenic spots can only stay at the "supporting" level of scenic spot promotion, which is difficult to shape the market competitiveness. 2、 Excessive beautification leads to controversy. "Filter attractions" has always been a controversial topic. Last year, in the "realm of the sky", which exploded on short video social media such as xiaohongshu, many consumers were attracted by the ethereal and clear scenes in their promotional videos and went to punch in one after another. As a result, only a few mirrors covered with footprints and dust were paved on the pond. The farce ended with a fine of 120000 for false publicity. Xiao Hong also make complaints about the "filter spots" of netizens Tucao. 3、 The third-party platform issues new regulations to standardize the management of tourism publicity. In February 15th tiktok released the tiktok announcement on tourism management. The tiktok has clearly defined the relevant contents of publicity and tourism activities on the shaking platform without any travel agency's license under the premise of personal or business account, and punished the tiktok platform. In fact, there is no lack of punishment for such acts in practice. As early as August last year, Fujian Pingtan issued a decision on administrative punishment for selling tourism products on short video platforms without obtaining the business qualification of travel agencies. Tiktok will not be the only platform for the management of internet tourism chaos. How long can the scenic spots be developed by using short video platform such as Kwai Fu, Xiao Hong Shu, video number, etc.? 03 Savage growth was stopped, Where is the outlet of short video marketing in scenic spots? To some extent, rectification and management after barbaric growth is an inevitable trend. If the scenic spot wants to build its influence on the short video platform, it needs to cater to the new consumer group of generation Z and seize the minds of consumers. So how can scenic spots make contemporary young people "addicted"? 1、 Create content that caters to the preferences of young consumer groups. At present, generation Z has strong national self-confidence, which makes them have a stronger sense of identity with the national style culture. According to the aurora survey data, 94.3% of people are proud of the achievements of the country, which also gives Guofeng the best development opportunity. Take the Imperial Palace as an example, in the official account of the the Imperial Palace vibrato, the video of the first snow tiktok of the the Imperial Palace has gained nearly 250 thousand points. Whether it's the night tour of the Lantern Festival or the first snow in the Forbidden City, the Forbidden City is playing with the wind and water on the occasion of hot topics. 2、 "Cloud tourism" creates a product positioning that fits the characteristics of tourists. In a people-oriented market, products based on users' habits are easier to harvest users' attention in the fierce market. At present, affected by the continuous epidemic, many people can only suspend their tourism plans and "cloud tourism" at home. Zhangjiajie launched the official snowmobile broadcast after the snow, and the live broadcast room was online with 80 thousand people. In addition to the spontaneous live broadcast of the scenic spot, a large number of tourists shared live tours in the hundred scenic spots nationwide, attracting millions of viewers to the tiktok cloud tourism. 3、 Create the memory symbol of the scenic spot. In the era of information explosion, the attention of the public is extremely distracted. Creating super symbols can make the scenic spot better recognized, remembered and affect the impression of tourists on the scenic spot. Take Mount Emei Scenic Spot as an example. In January 2022, there were 7981 Related videos on the short video full platform, which is the largest number of thousands of scenic spots in China. The content mainly focuses on keywords such as beautiful scenery in the snow and Mount Emei Jinding. Emei Mountain scenic spot has deepened the user memory point of "Emei Jinding" by continuously outputting a large number of communication contents, and created a memory symbol specially belonging to the scenic spot. Therefore, tourists' recognition of the scenic spot and the dissemination of video content are the core of the scenic spot's marketing on the short video platform. The tiktok Kwai Chung short video influence index (MVI) list, which is launched by the Institute, will analyze the impact index data of scenic brand in short video platform in a period of time from the two dimensions. The monitoring platform covers 30 mainstream short video platforms, such as jitter, fast hand, WeChat video number, Xiao Hong book, etc. It can provide marketing reference for enterprises and industry stakeholders to analyze the application and channel communication of short video products, and help enterprises create content that caters to the preferences of young consumer groups and find product positioning that fits the characteristics of tourists. 04 epilogue Based on the high-quality content position, deeply integrate various demand scenes of tourists and establish the connection with users. Through short video marketing, the scenic spot forms a global ecology from effective touch to efficient transformation, injecting new vitality into the marketing of scenic spots trapped in the quagmire of the epidemic. I believe that in the future, short video will help more scenic spots to create an exclusive marketing model and make the scenic spots glow with new life. (Xinhua News Agency)