wen|tingtongtech chuke

编辑|饶言

“shanghaicitybucity？”“citya~~~”

“zhangchengcitybucity？”“citya~~~”

zheigexiatian，ruguonimeibei“citybucity”xinao，neizhinengshuo，ni“out”le。

daihuozheigegengde，shiyiweiwangmingjiao“baobaoxiong”dewaiguobozhu。congziliaokan，baobaoxiongshimeiguoren，benmingpaul，zaizhongguoshenghuoduonian。2020niankaishizaishejiaopingtaifenxiangrichang。

jinnian6yue，baobaoxiongyujiarenfenxianglvyouxinde，moxingdeduihuarang“citybucity”xunsufajiaochengweiwangluoregeng，yinfaquanwanggenfeng。

“city”benyiweichengshi，xianzaiquechengle“yangqi”dezuixindaimingci。

regengdebeihou，shizhongguolvyouduiwaiguorendexiyinliyuelaiyueda。shejiaopingtaishang，henduowangyougantan，jinqilaizhongguolvyoudewaiguobozhuyuelaiyueduole。

shenzhiyourengantan，“zuoweiyigezhongguoren，zuijingenzhewaiguobozhuyouleyiquanzhongguo。”

rujingyoudehuore，yejicongyezhedailailejihui。yiweizaibeijinggongzuodefayufanyidui《tingtongtech》toulu，6yuefenyilai，tadedingdanzengzhangfanlejin2bei，“meitiandexingchengjihudoupaimanle。”

duiyuguoneilvyoucongyezhelaishuo，zheishinandedehaojihui，tamennengfoujiezhuzheipotiandefuguini？

01 到处“city”的外国博主

baobaoxiongrang“citybucity”zaishejiaomeitishangxunsudahuo，zijiyechengledanghongdeliuliangbozhu，geshejiaopingtaizhanghaodouzaidafuzhangfen。

jiezhi7yue11ri，baobaoxiongdedouyinzhanghaofensichao76wan，xiaohongshuzhanghaofensichao36wan，bzhanfensichao10wan。

图：保保熊在抖音（左）及小红书（右）的账号，来源：《听筒Tech》截图

tongyangzaizhongguoshejiaowangluoshangturanhongqilaide，haiyou“hutchinsonshaoqingsongyijia”（yixiajiancheng“haoqingsongyijia”）。

jinnian3yue，“haoqingsongyijia”kaiqizaizhongguozhangda3geyuedelvxing，yijiawukoutuozhedabaoxiaobaochuxianzaiguoneidedajiexiaoxiang，tamenlvxingzhongneizhongsuixinghe“songchigan”xiyinlehenduodeguanzhu。

zhihou，bushiyouwangyououyuzheiyijia，bingpaixialaifadaowangshang，youciyinfaleyichangquanwangouyu“haoqingsongyijia”dedoutudabipin，rangzheigelvxingjiatingmashanghuoqilaile。

yucitongshi，“haoqingsongyijia”dedouyinzhanghaoyehuodeleliuliangdejiachi，zheigezhanghaojinnian3yuecaikaishiyunying，jinsangeyuezhangfenjiudadao50wan，ranghenduolvyoubozhujingtanbuyi。

shouzheixiexunsuzouhongdebozhuyingxiang，jinnianyilai，bushaowaiguobozhudouyueyueyushi，xiangzhuazhuzheipotiandeliuliang，jingxiangzaishejiaopingtaishangfenxiangzijizaizhongguodelvxingjianwen。

douyinzhanghao“jiuxianfufujack&paige”jiushiqizhongzhiyi， zheiduifufulaiziyingguo，zhangfujackheqizipaigezi2023niankaishizaishejiaomeitishanggengxinlvxingneirong，jinnian1yuezhengshichengweiquanzhilvxingbozhu。

ciqianjiuxianfufudezhanghaobingbuhuoyue，5yuefenyilai，jiuxianfufudezhanghaofensixunsuzengzhang，muqianqidouyinzhanghaofensichao3wan，quanwangzhanghaozhangfenda20wan。

zheiyangkuaisuhuoqilaidelvyoubozhu，haiyouhenduo，biru“mixuefufu”、“suisuinianxianren”、“aierlangaogefufu”、“meiguomeiweidaoxiaoge”deng，douzaiguoneideshejiaopingtaishanghuochulequan。

shouciyingxiang，“china travel”jinqiyexunsuzaihaineiwaishejiaopingtaishangshuaping，chengweiwangluoreci，xiyinledaliangdewaiguoyoukelaihua，kaiqi“tezhongbingshilvyou”，bingzaishejiaopingtaifenxiangxiangguanzuopin。

shujuxianshi，“china travel”huobaoquanqiushejiaomeiti，xiangguanshipinbofangliangchao10yici。bushaorenjiangqiguigongyu144xiaoshiguojingmianqianzhengce，bingjianggaizhengcechengweizhongguoxindedingjimingpian。

02 被入境游带火的生意

waiguobozhulaihualvyouderechao，daihuolerujingyou。youqishi144xiaoshiguojingmianqianzhengcezhihou，waiguorenlaihualvyougengweibianjie，zaibushaolvyouchengshi，wangyoufenfengantan，“mandajiedoushiwaiguoren”。

guojiayiminguanlijushujuxianshi，shangbannian，quanguogekouanrujingwaiguoren1463.5wanrenci，tongbizengzhang152.7%。

xiechengshujuyixianshi，72/144xiaoshiguojingmianqianzhengcezhengzaichixuladongrujingyouzengzhang，2024nianerjidu，xiangshou72/144xiaoshiguojingmianqianzhengcede54geguojiadejingwaiyouke，rujingzhongguolvyoudingdanhuanbiyijiduzengzhang28%。

zheixiewaiguobozhudelvyoushipinhetiezi，bujinxiyinledalianghaiwaiguanzhongdeguanzhu，yeweizhongguodewenlvxingyedailailexindejiyu。

yixieguoneidelvyoucongyezheyechongfenganshoudaolezheiboliuliangbeihoudefugui。

wanglishiyimingfayufanyi，zaishanghaiyijialvxingsheshangban，tadui《tingtongtech》biaoshi，jinnian4yuefenyilai，tasuozaidelvxingshe，laiziwaiguoyoukededingdanhenduo，erqiezengzhanghenkuai。

“youqishi6yuefenyilai，wodexingchengjihumeitiandoupaimanle，yijinghenjiumeiyouzheimemangguole”，wanglibiaoshi，xiaoyuzhongfanyixianzaihenqiangshou，“woyiweideyufanyidepengyou，dingdandouyijingpaidaole8yuefen。”

juwanglitoulu，weilechengjiexuqiuwangshengdewaiguo“tezhongbing”，tasuozaigongsijinnian5yuefenhaiteyituichuleyixiezhenduixingdechanpin，jiangshanghaiyixiejingpinluxianzuolejianhuahexifen，yimanzuneixie144xiaoshimianqiandewaiguoyouke。

wanglibiaoshi，qizhonglianjielewaitanzhoubianjingdiandeyiriyoujingpin“city walk”luxian，jiuhenshouhuanying，“yuelaiyueduodewaiguoyoukexihuanchuanxingzaishanghaidelaojiedao，tamenrenweizheicaishizhenzhengdeshanghai。”

图：上海街头的外国游客，来源：小红书 《听筒Tech》截图

shanxixianyijiahanfupaisheguandefuzerenyanziyeganshoudaoleshengyidehaozhuan，tadui《tingtongtech》biaoshi，jinqi，tadianlidewaiguoyoukemingxianzengduo。

yanzishuo，“xianzaidedingdan，jinyibanshiguowaiyouke，erqiehenduowaiguorenbushiyigerenguolailvyou，ershiyijiahaojikoujitichudong。”

budebushuo，“china travel”huatidezouhong，rangzhongguowenhuadedaolegengjiaguangfanhezhenshidechuanbo，yerangzhongguodexingxianggengjiazhenshidichuxianzaiwaiguorendeshiyedangzhong。

zaicizhiqian，bushaowaiguowangyoudoushicongwaiguomeitiqurenshizhongguo，duizhongguozhenshideshenghuohequanmaobingbulejie，suoyidanglvxingbozhumenlaidaozhongguohou，henduorendoufachu“wa，zheicaishizhongguo，hewoxiangxiangdebuyiyang”degantan。

conglvyouhuanjingdaojichusheshi，zaidaomeishihefengturenqing，zheixiezhongguoshiwuzaiwaiguobozhuyanli，douwubixinqi。jibianshiguorensikongjianguandegaotieheyidongzhifu，jianbingguozihedapaidang，yezongnengshuaxinguowaiwangyouderenzhi，rangtamenfachujingtan。

buguo，rujingyoudekuaisuzengzhangyedailaileyixietiaozhan，biruguoneizhenduirujingyoukequndehaiwaiyingxiaoxiangduiluohou，queshaozhudongxuanchuanheyouxiaodeliuliangwanfadeng 。

ciwai，guoqujinianrujingyoubujingqi，daozhirujingyoudecongyerenyuanliushibijiaoyanzhong，waiyudaoyougongjiyebuzu，zheikenengyidingchengdushanghuiyingxiangwaiguoyoukedelvyoutiyan。

buguo，youlvxingshecongyezhedui《tingtongtech》biaoshi，zhiyaowaiguoyoukeduo，shengyihao，weilejiezhuzheipotiandeliuliang，lvyouyehexiangguanjigouhuiyouhenduoyingduibanfa。

03 看好外国博主商机的MCN

suizheduizhongguolvyouganxingqudewaiguobozhuyuelaiyueduo，lingyiguxiudaoshangjidexinshengliliangxunsujueqi，neijiushimcnjigou。

zaishejiaopingtai，bushaozhanghaodouzaijieshao，“china travel”baohuohou，“waiguorenlaihuagaizenmewan？”huozhe“zheiboliulianggaizenmejie？”

zheixiebijideneirongdabufenyijiaowaiguoyoukeruhezaizhongguozhifu、ruhexuanzejiaotong，yijiruhepaisheshipin、ruhe“zhizaoshipinbaokuan”dengneirong。

图：社交平台上相关内容，来源：《听筒Tech》截图

“zheixieneirong，beihoubushaoshilvxingshehuozhemcnjigou。”yijiamcnjigoudefuzerendazhangxiang《tingtongtech》toulu，suizhewaiguobozhudezouhong，yuelaiyueduodemcnjigoukaishidingshangzheigesaidao。

“guoqu，yixiemcnjigouhuizhongdianfuchizaizhongguoshenghuodewaiguoren，yequdelebucuodexiaoguo。”zhengrudazhangsuoyan，ciqian，zaishejiaopingtai，bushaowaiguobozhutongguoyunyingzhanghao，qudelebucuodeshouyi。

yizhimingdewaiguorenyanjiuxiehui（jiancheng“waiyanhui”）weili，zheijiayouwaiguorenzaizhongguochuanglidezimeitijigou，zaiguoneiwaijunyoujiaoqiangdeyingxiangli，shibzhanzhimingupzhu，zaibzhanyongyouchao446wanfensi。douyinfensichao800wan，xiaohongshuyiyouchao23wanfensi。

zaibiruwuyouchuanmeiqixiade“weiduodeyafufu”，xianzaifensijinqianwan。haiyouzhiminghengaode“feizhouliziqi”rosedeng，yezaishejiaopingtaiyoujiaodayingxiangli。

“danzheixiedoushijuzhuzaizhongguodebozhu，tamendeshijiaoyu144xiaoshimianqiandewaiguobozhubuyiyang。”dazhangbiaoshi，xindanshengdezheixiewaiguo“tezhongbing”，duiguoneiwenhuayouxinderenzhi，rongyichanshengwangyoudegongming，chengweimcnjigouxindefangxiang。

dazhangzuijinjiuzaijiechuyiweiwaiguobozhu，gaibozhulaiziputaoya，nenggoushuoyikouliulidezhongguohua，duizhongguowenhuayeyouyidingderenzhi。

zaidazhangkanlai，zheiyangdebozhu，gengrongyiyuguoneifensichanshenghudong，“youliyushangyehua。”

dazhanghaibiaoshi，zheixiehaiwaibozhudelvxingneirongyoutianrandeshangyezhirumaidian，“jihuyishizhuxing，doushihezhiruguanggao。”

buguo，dazhangyechengren，waiguobozhuzaizhongguodeshangyehuabingburongyi。

“baokuanrongyichansheng，danhenkaoyanbozhudechixushuchunengli。”dazhangzhichu，youqishizheixie“tezhongbing”lvyoubozhu，shoushixiaodeyingxiang，duineirongdechixuchanchukaoyangengda，“tamenhuiguozhihouruhechanchuneirong，jiushiyidaomenkan。”

chucizhiwai，zheixielvyoubozhuduiguoneiwenhuadelijierengbugoushenru，zaineirongshangnanmianchuxianfenqi，zheiyeshixuyaobimiandewenti。

bixuzhengshideshi，suizheyuelaiyueduodewaiguochuangzuozhejinruzhongguoshichang，zheigerenaodelingyuyezhengzaizhubuxifen，jingzhengyebiandegengjiajilie，waiguobozhumenyeyuelaiyue“juan”。

dazhanggantan，“baokuankeyubukeqiu，chixushuchuyouzhineirong，rengshiduibozhuhemcnjigouzuidadekaoyan。”

（文中均为化名）