A huge number of locals launched the first city salon to discuss the growth of Douyin’s life service business
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Recently, the first city salon of the 2023 “New Local·New Growth” launched by Giant Engine and Giant Local Promotion landed in Beijing. Guests from the platform business side, merchants, service providers, agents and other guests gathered together. Let’s talk about the growth of the local life service track.
At present, in the beginning of 2023, the resumption of work and production in various places is advancing in an orderly manner, and the enthusiasm of the masses for consumption continues to pick up. With the distribution and logistics services and the opening of merchant stores, local life services are also pressing the “fast forward button” for development. Douyin, with over 600 million daily active users, serves as a platform for people to share a beautiful lifestyle, and it also builds a new business field for life service businesses. Entering the era of digital marketing with the help of the Douyin platform has become a new trend in the transformation of life service businesses. Picard, who is in charge of the local consumption industry operation of Huoyun Engine, revealed that in the past year, Douyin Life Service has completed the construction of a commercial model from 0 to 1, and the number of local cooperative merchants has increased by 197%, bringing 650 times of revenue to cooperative merchants. Daily GMV growth effect.
As a one-stop marketing platform tailor-made for local merchants, Giant Local Promotion starts with merchants’ pain points in marketing and promotion, and covers multiple traffic scenarios to help merchants achieve business goals such as store customer acquisition, group purchase conversion, and fan growth. In 2022, a huge number of local push apps, PCs, and Douyin will all go online, fully promoting local businesses to reduce costs and increase efficiency. In the view of Lv Jinxin, Director of Product Operations of Huge Local Promotion, the commercial traffic brought by Huge Local Promotion has four major capabilities: crowd breaking, business growth, store-to-store linkage, and rhythm control, which can satisfy businesses from the cold start period to the growth period. The business demands of the full life cycle to maturity.
Huge amount of local product development and innovation, bringing more business imagination space
This year, a huge number of local promotions are also launching product enhancements and upgrades in line with the rapid development of life services, in order to build clearer target audiences, better delivery effects, richer advertising scenarios, and more scientific metrics. “Four “Great capabilities” as the main line, driving merchants to accelerate growth.
Zhou Xueling, who is in charge of the huge amount of local promotion products, said: “The most basic of the ‘local’ business is to find a local audience for the merchant.” On the one hand, the huge amount of local promotion is based on LBS technology, which provides the ability to target stores, breaking the traditional business circle The radius brings more accurate and intended customers. On the other hand, the local exclusive model has been launched, with higher estimation accuracy and faster iteration speed, which is more helpful to help merchants find interested users in local life scenes.
Behind the improvement of merchant ROI, in addition to product research and development, the conversion of talents is also an important factor. Compared with the self-produced materials of the merchants, Daren is better at creating content and also has the role of endorsement, which brings higher conversion effects. Starting from February this year, a large number of local promotions can support merchants to link up with experts on the site, and use more original creative materials to help merchants in marketing, achieving a win-win situation for merchants and developers.
Huge amount of local promotion will also expand to include more rich advertising scenarios such as search for products, search for Ruyi cards, recommendations below the store details page, recommendations below the product details page, takeaway, etc., so that the marketing content of merchants can be displayed in a wider range of scenarios. Adaptation to meet diverse marketing needs.
“Addition of products, subtraction of operations”, the huge amount of local promotion will also launch global promotion products and package products to help new and old merchants easily play with the huge amount of local promotion , for the global acceleration of 2023 business.
Proper management, scientific marketing stimulates business leaps
In 2022, Douyin Life Service will join hands with merchants to achieve leapfrog development. Shi Xiaolei, director of local consumption to catering industry operation of the giant engine, believes that behind the growth of business, the collaborative drive of product iteration and marketing strategy is indispensable. Shi Xiaolei started with the three core business scenarios of local businesses “long-term marketing”, “node marketing” and “new products and new stores”, and shared how different businesses carry out scientific marketing based on their own goals.
Daily long-term marketing needs to focus on the three core indicators of GMV, ROI, and inventory. Merchants, on the basis of building self-operated positions, realize brand exposure and attract traffic and plant grass through cooperative talents, and at the same time cooperate with normal live broadcasts to drive brand breaking circles and group buying transformation. The promotional marketing of festival nodes pays more attention to ROI and GMV, and usually adopts a “three-step” strategy, that is, preheating the flow, scientifically organizing products, and finally completing efficient weeding through the brand’s live broadcast. The marketing of new products and new stores needs to break through the link of breaking online circles and in-store verification and sales, and comprehensively use talent diffusion and commercial launch tools to build a closed business loop of store browsing, product exposure, and group order sales.
The increasingly perfect product capabilities and effective marketing strategies allow businesses in different industries, different tracks, different sizes, and different stages of development to find their own growth path, which is inseparable from the huge number of business engines With the support of the capabilities of the globalized ecosystem, this year Douyin Life Services will further take advantage of the potential of the platform to create more new business possibilities for merchants.
Share business opportunities and create a new situation of win-win cooperation
According to the data, as of December 31, 2022, there have been more than 2.5 million Douyin cooperative stores. Jin Chuchu, head of local life operations at the Huge Engine Self-service Customer Business Center, pointed out that small and medium-sized businesses need a simple and stable solution to run their businesses on Douyin. Advertising products, make money first and then spend money; in 2023, a huge amount of local promotion will give small and medium-sized businesses three opportunities to “spend small money to make big money”, with flexible depth and depth matching to increase ROI, expert matrix heating up orders, and short and direct searches. Help merchants to successfully pass the cold start period, and let more and more local “small businesses” explore the big space for business growth in Douyin Life Services.
Xingnian Barbecue is a brand that seizes the opportunity of Douyin’s group buying + takeaway model. Since the start of group buying on Douyin in September 2021, Xingnian Barbecue has opened 30 stores, accounting for more than 93% of profitable stores, and the highest monthly turnover of a single store exceeds 850,000. In the view of brand founder Jiang Zhiyan, the advantage of Douyin localization is that it allows merchants to transform from malicious price comparisons on traditional platforms to healthy competition on Douyin. From price comparison to superiority comparison, experts can become shopping guides for good products, and customers can have a deep understanding of the differentiated characteristics of high-quality merchants.
In addition to merchants, several service providers and agents who were the first to invest in Douyin’s life service track also shared their experiences. In terms of product use, Dong Meng, general manager of Jingshang Group’s new media branch, pointed out that a huge number of local promotions have the functions of basic group selection, clear delivery targets, and automatic bidding by the system. It can often be used in conjunction with other e-commerce delivery tools. growth optimal solution”.
As an in-depth partner of the huge amount engine, Rongzhi Interactive has formed its own set of delivery ideas through the in-depth use of huge amount of local push: understand the brand, sort out the crowd, connect and adjust, and analyze and test. Talking about the prospect of future cooperation, Yuan Wenhao, deputy general manager of Chengdu Rongzhi Interactive Technology Co., Ltd., said: “I hope to join hands with more local lifestyle merchants to break through offline business barriers, help improve brand power, and promote investment promotion and brand income.”
The digital transformation of local merchants is an inevitable change and a new opportunity for long-term growth. It is foreseeable that, relying on the platform advantages of the huge engine business ecosystem, huge local promotions will continue to expand new business scenarios, which will inject a steady stream of growth momentum into local life service businesses. The huge number of local promotions will also continue to join hands with merchants and service provider partners to create a new era of prosperous business in the local life service track.
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