"Node+New Products" dual tensile, merchants aim at Douyin Life Service to build a new growth curve

Produced | The front line of entrepreneurship

Author | Xiaoxin

In this special node of economic development, offline traffic is still in the recovery period. Facing the local traffic that increased value, merchants urgently need to break the traditional business ideas, use innovative gameplay to open up a new link for customers to activate higher stores, and precipitate their own customer pools to achieve the latest method of business increase in business. In this context, the online life service platform with many high -quality local traffic has naturally become a new battlefield for merchants.

With the promotion of the short video content and live broadcast, Douyin Life Service has naturally become one of the channels for merchants to try. In just one year, nearly 700,000 merchants settled in. In addition, Douyin Living Service has also established many successful cases in the process of exploring the merchants.

Of course, the rapid development of Douyin's life service lies not only in the new concept and new gameplay drive, but also more than its business needs with merchants, advanced, and precipitated experience, and finally form a benign closed loop.

However, whether this new attempt from the content pool traffic field to a living business field can help more life service merchants to tap the potential of long -term operations is the focus of the industry's attention.

1. Offline festivals are to be restored, and merchants need new "detonation points"

From ancient times to the present, Chinese people have had almost no resistance to festivals. From the perspective of demand, festivals are the outbreaks of everyone expressing their feelings and maintaining stability. Whether it is tourism, party banquets, and gifts, this increase in demand for "forecasting" has always been a good time for merchants to promote brands and drive performance growth.

In the past two years, for various reasons, the merchants have not obtained the spread and effectiveness of the previous expectations under the traditional business model. The business has encountered the "bottleneck period". In addition, under the multiple pressures of rent, hydropower, and human resources. Do not seek new growth possibilities. Of course, this possibility is not limited to the new business model, because the purpose of the merchant is to introduce a new traffic pool, and to obtain traffic at a lower cost for commercial transformation, and make different attempts and explorations based on these needs.

The offline traffic has not been restored, and "online" will naturally become a new choice for merchants. According to where the traffic is where the traffic is, short videos, as the newly started gathering place at the moment, have become the longest field to occupy the longest network time, and the new path of merchants "Nuggets" can be described as logical.

As a "peak season" in the fitness industry, the Saint Society Fitness is in a dilemma. On the one hand, the difficulty of recruitment of sales personnel who is willing to push; on the other hand, the sluggish downward traffic has led to low efficiency and cost waste of traditional Guang issuing leaflets, so that both the difficulty and cost of customer acquisition have increased. If the Chinese Shenghui Fitness rely only on its own visiting customers and transferred customers, there is no way to continue to maintain high rent and labor costs in the fitness industry, so he has to transfer new customer drainage and brand promotion to online.

How to transfer it? How to choose methods and channels?

Wang Xiaofang, CEO of Zhongshenghui Fito, heard that friends and Douyin live service cooperation, and we must carry out broadcast activities. With the mentality of learning and exploration, Wang Xiaofang immediately took place to observe and study on the spot. After returning to Guangzhou, he opened the road of cooperation with Douyin Life to serve the South China Direct Operation Center.

Subsequently, Wang Xiaofang set up online teams and certified the Douyin Enterprise Number at the fastest speed. More short videos have been output, attracting fans and maintenance exposure. Online stores and bustling areas do the promotion activities for Douyin life services and invite more than 20 detectives to synchronize matrix exposure.

In addition, in order to grasp the balance between the new and old customers and the new and old channels, the Chinese Shenghui Fitness has spent a lot of thoughts in the selection combination and price positioning. Through low -cost spike product drainage, the total transaction volume is raised with the main explosion products. Old members feedback products for new and old two -way drive.

Fifteen days before and after the scene, behind the stage, behind the stage, online and offline, the Saint Society Fitness in the "Summer Cooling Plan" marketing campaign held by Douyin Life Services South China Direct Operation Center has harvested the total amount of 1 million trading first broadcast. good grade.

The baking brand Cocos Belly has a similar experience with the Saint Saint Society. It is also attracted by the weakening of offline traffic and the booming development of the short video industry. Cosley also chose to develop online.

However, the content period of Cosley's content is longer. After entering Douyin in August 2021, Kesberg first focused on short video content output, and increased the interaction with fans with high -quality content to allow more friends to understand the brand. On the one hand, the goal of doing this can explore the preferences and consumption laws of platform users on the one hand; on the other hand, leave the preparation of the live broadcast team formation, related technologies and courses for their sufficient time. This also means that from the content to the self -broadcasting, every step is more considerate.

But the live broadcast looks simple, and it is not easy to do well. The beginning of the self -a broadcasting of Cosley was not smooth, and she had not been professional, live broadcast scenes and products insufficient to attract consumers, and so on. However, in the accumulation of self -a broadcasting experience in a field, it turned the problem into a motivation for improvement. Finally, the total live transaction volume was steadily improved, and the self -a broadcasting step from 0 to 1 was achieved.

In the live broadcast of the "Summer Cooling Plan" 520 event, Cosley launched an exclusive package that fits 520 Valentine's Day. At the same time, Cosley set the voucher to the price of 79 at 79 and 158, and cleverly combined with the platform coupon with 79 minus 5 and 149 minus 10 to make a "fold" game. During the event, more than 800,000 percentage of the total amount was achieved. In Douyin Life Services, the above two cases are just a microcosm. But from it, we can see that these two merchants have made their own new business model attempts and exploration in node marketing. Due to the different product attributes, the two have different characteristics on the development path and force point.

The products provided by the Saint Society's fitness are more like "standards". It provides fixed places and courses to people with fitness needs. If there is traffic, there may be transformation and then continue to precipitate offline. Cosley is more similar to the "non -standard product". In addition to the different taste of consumers, in addition to the drainage, the big data result of a large data is required for reference to formulate the next product flavor direction and finally maintain user stickiness Essence

Based on these observations and conclusions, we can find that Douyin's life service has great tolerance for different industries -it can help merchants in different industries find a new path suitable for their own development, so as to achieve the purpose of traffic acquisition and commercial transformation. At the same time, the activities organized by the merchants through these Douyin life services can also seek new efforts in the development path to explore a better future.

Looking at the essence through the phenomenon, whether it is a merchant or a Douyin life service, the point around is how to perfectly fit the user's interest and how to shorten the link between the two points between the merchant and the consumer. Taking the "Summer Cool Plan", it not only achieves precision card points, but also achieves precision investment promotion. First of all, the event covers multiple marketing nodes of Valentine's Day, Children's Day, Dragon Boat Festival, covering the consumption scenarios of many people such as couples, parent -child, family, friends, etc., which fits consumers' festival interest. At the same time, the activity carefully selected a group of merchants based on the nature of the festival, such as Western food and dessert baking suitable for festivals to shorten the choice link for consumers.

These methods have excluded the "noise" for consumers in advance, making the selection scope more accurate, and the links shaped are shorter and easier to promote consumption. And, under the blessing of the "intimacy" of festival characteristics and merchant characteristics, it is more more than the merchant characteristics. It is easy to make merchants be seen, forms explosive models, and shapes brand power.

2. "Pure new" difficult card nodes, can "new products+explosive products" superimposed to increase growth fission?

The "node activity" has indeed found a new way for many merchants to operate the traditional holiday operation, but the festival promotion does not meet all the needs of merchants' offline traffic recovery period.

Many catering merchants will regularly launch a variety of new products. One is to use new products to promote the frequency of old customers to the store, and the other is to attract newcomers to enter the store with new products. The launch time of these new products is generally short, and it is difficult to be on the same node as festival marketing. This prompts merchants to need new channels and new gameplay to seek transfer.

On the way to explore such a "touching light", the new tea brand Sevenbus and Cai Lan Hong Kong -style snacks have become a new model for a number of catering merchants.

The new tea brand Sevenbus, in the promotion of the new product Yang Zhi Ganlulu and full jasmine tea, tried the new product combination of new products for the first time. In the new event, through online#在 在 在 在#Douyin creative topic and multiple announcements, plus the offline "Jasmine BUS Stop" creative beauty Chen and "Spring Weather Ball" UGC gameplay created momentum The period of new product activities reached a total of over 2 million yuan. Among them, the two new products of "Yangzhi Ganlulu+Gramma" contributed nearly 87%, which is enough to see the success of new products.

Cai Lan Port -style snacks are proclaimed by the exclusive 49 yuan pricing through online traffic and new packaging "pineapple series". "One can" interactive device and 37 offline creative materials to publicize. The coastal city store "shooting UGC video with exclusive topics to get a cup of" pineapple lemon tea "activity brought by consumer communication; Other live broadcasts and short videos during the event have made it a total of over 3.5 million transactions.

For consumers, "curiosity" is natural, which is one of the fundamental reasons why merchants are used to launching new products to cause customers to repurchase. So, how to reach consumers, how to evoke users' curiosity, and commercial transformation, it has naturally become a problem that merchants need to continue thinking.

The "Talent Wastening Association" carried out by Douyin service life is based on merchants+offline interaction. Through the model of gathered master matrix -type grass, it can accurately reach a large number of consumers as the "circuit symbol". Then, through the output of consumer short video content, thereby generating the "circle of friends", just like the "six -degree space" theory, and you can understand anyone in the world through 6 people.

Under the stimulus of "portrait" visual and hearing dual -sensitivity, such as "portrait", new product output -based promotion is easier to evoke the curiosity of consumers. Therefore, short videos have unparalleled advantages in new products.

To attract consumers to push new short videos, borrowing the momentum of new products in the live broadcast room, and the cooperation of "new products+new products" or "new products+explosive products", it is easier to promote the growth of the revenue of the Douyin side of the merchant. After all, in addition to being attracted by new products, consumers generally choose the brand's explosion and evergreen models in promotional activities. This new explosion combination is easier to meet consumer needs and produces the effect of "1+1 greater than 2". Essence In addition, in the "New Year afternoon Tea" activity, through merchant revenue data, the revenue of Douyin Life Service Day is higher than the rest day. This is undoubtedly found a new methodology for raising working days for the offline catering industry that is generally weekends and holiday revenue.

3. Douyin life service, methodology precipitate long -term value

Whether it is the Chinese Saint Association and the Kosbeli in node marketing, or the SEVENBUS and Cai Lan Hong Kong -style snacks in the new product marketing, based on the characteristics of the Douyin life service and the innovation of the event, these merchants have found new new products that are suitable for their own development. The path and summarize the strategies that adapt to themselves, and have obtained considerable growth.

(Figure / Photo Network, based on VRF protocol)

However, the growth of short -term lines in the industry is not the greatest value reflected by Douyin's life services. Perhaps, more valuable is to extract the reconstruction path and methodology through different successful cases to provide a replicable path reference for other merchants in the industry.

For example, the Douyin life service is based on the "interest" content mechanism. Perhaps merchants will think about how to deepen the content gameplay to increase exposure, touch new customers, accelerate commercial transformation, and increase the total transaction. Through the previous node marketing activities and new product marketing activities, we can draw conclusions: During the event, merchants through BGC (self -made content), OGC (expert content), and UGC (user content) obtained exposure, and then created it The transformation, precipitation and brand power of new customers have driven commercial transformation with content.

Whether it is the self -made content of the merchant, the content of the expert, or the user content, the short video content has a long -term diffusion force on the platform. "". In this new position, the merchants, based on the characteristics of the Douyin life service and innovative activities, give their own new inspiration, advanced and growth, and precipitate more methodology, so that the long -termism of merchants and the industry is good. The long -term value provided by the Douyin Life Service in the future development of the merchant.

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