Douyin** revision
Kill Meituan, maybe Douyin? ”
Such a topic popped up on the Internet a few years ago. No, this year, Douyin has taken a fierce drug, vigorously entering local life, competing with Meituan, and the current local life market can be described as very competitive.
To say that the most frequent action of Douyin this year is to start takeaway delivery, but when it comes to the starting point of Douyin's initial entry into local life, it is actually Douyin**.
Recently, the Douyin** channel has undergone a new round of adjustments, adding three modules: "Special Offer**", "Hot List" and "Free Trial". Prior to this, there were only a few sub-channels in the entrance, such as takeaway, nearby food, leisure and entertainment, play, and beauty hairdressing. Today's three new modules mean that Douyin has put ** in a more important strategic position.
The left side is before the revision, and the right side is after the revision Source: Ebang Power.
Specifically, the "special offers" section is equivalent to the collection page of many **commodities, and the goods in the sector enjoy greater discounts, and the **subsidy is from 0It ranges from 1 yuan to hundreds of yuan, and the categories involve food, sports and health, leisure and entertainment, life services, shopping and other categories.
The "popular list" is actually the Douyin Eat, Drink and Play list, and the list has three selection dimensions, the first layer is the region, the second layer is different industries such as food, leisure and entertainment, and play, and the third layer is the praise list, popularity list, collection list and hot sales list. At present, the Douyin Eat, Drink and Play List is a free list for Douyin users, and there is no fee for the selection process, and merchants are not accepted to purchase rankings.
Screenshot from the Douyin app
The "free trial" module means that users participate for free and have a chance to win. The higher the level of the user, the more times they have.
It is worth noting that in the information flow push stream at the bottom of the page, a certain position began to be revealed in the live broadcast room, which was mostly short ** content before. According to feedback from industry insiders, the main order of Douyin Life Service was the live broadcast room, which occupies a more important position in the "** channel, and can also help the platform and merchants obtain greater sales conversion results.
If you look closely, you will find that the three new modules of Douyin emphasize low prices, special offers, etc., in fact, they want to snatch users' minds through ***.
In 2021, Douyin** has been officially launched, and by July this year, ** has become the first-level traffic entrance of the Douyin app, and ** has been placed in a higher and higher position by Douyin.
Talent becomes the biggest winner
In 2023, the local life track is extremely hot, and Douyin life services will continue to grow this year. Among them, the ** business has shown an explosive trend, attracting many merchants and store explorers to participate.
*The business chain mainly covers platforms, merchants, influencers and MCN institutions. The platform needs to grab the low-price mentality, cultivate the Xi of long-term consumption in Douyin, and increase the activity and stickiness of platform users.
It can promote the conversion of potential users into consumers within the platform and improve the sales conversion rate of the platform.
According to 36Kr news, Douyin Life Service's target for 2023 is 150 billion, which is about twice the GMV of the previous year. Among them, the catering plan has completed 75 billion45 billion will be completed by the comprehensive plan, the wine tourism plan to complete 30 billion.
For merchants, Douyin** can increase customer flow by "planting grass" through content, creating popular models, and attracting new customers at low prices. However, small and medium-sized businesses often have no traffic, and they need to use the best talent to attract online users to offline consumption.
Influencers can use their social influence to attract new consumer groups for merchants and provide attractive coupons and information to boost conversions.
On October 25 this year, Douyin Life Service announced that it would invest 500 million yuan in the next year to encourage and support high-quality store exploration content, help merchants more accurately match the right talents, improve operational efficiency, and allow talents to obtain higher income from goods.
So, can you really make money doing ** on Douyin?
From the perspective of merchants, the way of drainage is not small while quickly acquiring new users. For example, there are many wool parties attracted by merchants through **, and they basically will not repurchase, and it is difficult to become long-term customers. Even too many users who come to the store for low prices to consume in the store affect the consumption experience of long-term users.
In addition, since Douyin is a short-** platform, this requires merchants to do a good job in short-** operations. However, merchants often have no operating experience, so they can only find an operating agency, plus the fees such as the commission of the talent to visit the store, the profit calculated after deducting the cost is not high, and it may even lose money.
On the contrary, ** talent does not need to invest a lot of money in store leasing and decoration, and only needs to conduct business through social ** platforms. Due to the direct cooperation with merchants, intermediate links are eliminated and operating costs are reduced.
Store explorers have a certain fan base and influence on social platforms, and it is easier to attract more attention and traffic by publishing store visits** or live broadcasts.
It can be said that ** talent does not need to bear the pressure of store costs, at most he can't make money, but he doesn't lose money.
Especially since 2021, Douyin has launched the ** commission delivery model, which has lowered the threshold for ** bringing goods. After the launch of this mode, store explorers with low fans or even 0 followers can also hang ** links to bring goods.
According to the data officially disclosed by Douyin, in the first three quarters of 2023, 580,000 Douyin experts will obtain a stable income through store visits, and store explorers will bring 72.9 billion yuan of economic benefits to physical businesses.
2023 Douyin Life Service Store Exploration Data Report Source: Douyin Life Service.
It is worth mentioning that this year, Douyin launched the ** distribution business, and expanded to Beijing, Shanghai, Chengdu, Shenzhen, Fuzhou, Wuhan and other dozens of cities across the country, Douyin's ** takeaway expanded to more cities, providing home delivery services undoubtedly have a higher write-off rate than the usual store**, at the same time, Douyin has also adopted a "live broadcast +** marketing method, all kinds of measures mean that the talent has the opportunity to get higher commissions.
The influx of store explorers has brought more vitality and opportunities to Douyin's life services, and with more and more store explorers entering the game, this track is also facing more fierce competition.
Douyin and Meituan wrestled with each other
Since the beginning of this year, Meituan has clearly felt the threat of Douyin, and the slow growth rate of the core food delivery business in terms of market value and the shrinking market value have brought a lot of pressure to Meituan.
As Douyin gradually establishes a low-price mentality, more and more users like to consume on Douyin.
Meituan is bound to pull back a game, and in order to deal with the threat of Douyin, Meituan has put a lot of effort into this year. Specifically, in terms of competition, in November last year, Meituan launched its first business.
In March this year, a new "** section" was added under the "Food" page of the Meituan app, and the business is mainly expanded to large chain merchants, such as Mixue Bingcheng, Lele Tea, etc.
On ***, most of Meituan's group orders** are fully aligned with Douyin, and some single products are even subsidized to a lower level than the other party**.
According to "China Entrepreneur", a person close to Meituan said that this year, Meituan's local promotion is not only responsible for attracting new users, but also benchmarking Douyin at a low price**. For example, if the merchant removes Douyin**, Meituan can give a certain reduction in commission. If both platforms are listed, it's best to be the same, the same, or lower.
For Meituan, Douyin has broken Meituan's advantage of low prices, and Meituan has to fight back against Douyin and regain the low-price mentality.
This year, Meituan's in-store business group has set its strategic focus as "more merchants and better products, low prices, and a more efficient operation system".
All in all, Douyin has succeeded as the biggest rival to Meituan's local life. Douyin uses the advantages of traffic and content to quickly cultivate the minds of users. However, at present, Douyin's infrastructure is weak, and it is difficult to surpass Meituan in a short period of time.
In the current market competition, the battle between Meituan and Douyin can be said to be a fight to the death. Both companies are trying to break each other's strengths, while also actively looking for new market opportunities. What is certain, however, is that the two sides will continue to wrestle with each other over local life.
Author |Zhou Wenjun.