Guangdong flavor is the best choice for picking stars. On the evening of December 30, the release ceremony of “Guangdong Star appreciation” Guangdong Star restaurant was grandly held in happy coast plus of OCT Shunde, and the Shunde food “flavor” index report (2021) (hereinafter referred to as “report (2021)” created by Nandu research group was released on site. Based on the quantitative analysis of the 2020 “Weili” index report, the report insists on using big data as a means to observe, record, analyze and interpret the important and deep changes of Shunde cuisine in the past year, and excavate the profound connotation of Shunde food culture.
In the past year, affected by the epidemic, is the “Jianghu status” of Shunde Cantonese still as stable as Mount Tai? Is double skin milk still the most famous Shunde food? Which of the ten towns and streets in Shunde is a food gathering place? We can get answers from the report (2021).
The report (2021) first sorted out the search index of the past year with “Shunde food” as the keyword. In the trend chart, the curve fluctuates greatly, and the peak value can reach 3-4 times of the trough value. Different from last year, the first peak in 2021 will appear in the Spring Festival, which is related to the promotion of local spring festival in many places across the country. At the same time, governments at all levels in Guangdong Province have launched a series of measures to encourage citizens to celebrate the new year on the spot. With the blessing of these policies, Shunde has become the best choice for citizens to stay in Guangdong for the new year. It is worth noting that in addition to the impact of the local epidemic on the Dragon Boat Festival, Shunde food index is still at its peak on such holidays as Qingming Festival, may day and national day this year, which shows the stable Jianghu position of Shunde food in people’s hearts.
In the past five years, Shunde double skin milk has been firmly at the top of the list and has become the most famous food in Shunde. However, the report (2021) pointed out that in the past year, the search volume of Shunde eel soared rapidly by integrating the data of multiple platforms, ranking first and successfully “out of the circle”. The documentary “eel story” was broadcast on the record channel of China Central Television, allowing the whole network to pay attention to the eel harvest in Shunde and painting a proper “sense of existence”.
As the post-95 and Post-00 young people become the main force of the consumer market and the new force of catering consumption, how can Shunde food seize the “stomach” of young people? The first step may be to catch their “eyeballs” first. This year, the research group added station B as the research sample. Comparing the two-year data, station B has obtained fission explosive communication power with a small sample size of video content, and the total amount of video playback exceeds 30 million. Delicacy official account of WeChat public also looks at “Shunde cuisine”, bringing many articles of “100 thousand +” explosion, which all have the characteristics of “delicacy”.
It is noteworthy that the report (2021) innovatively launched the “Town Street flavor list”. Among them, Daliang, Lecong and Rong GUI ranked among the top three on the list, and the number of enterprises involved in catering services exceeded 2000. Official data show that as of September this year, Shunde catering market has exceeded 30000 households. This means that Shunde catering market as a whole shows a healthy growth trend and still shows strong resilience under the influence of uncertain factors such as covid-19 epidemic.
As an important city IP in Shunde, how can Shunde food “get out of the circle”? What attempts and explorations have the increasingly mature catering enterprises made? The research group of the report (2021) conducted field visits to many Shunde Guangdong catering enterprises and interviewed a number of influential Cantonese culture researchers in China. Finally, it sorted out and refined excellent cases and advanced practices to provide reference samples for the “out of the circle” of Guangdong cuisine.
(Southern Metropolis Daily)
