Douyin Life Service produces Figure joint presentation.
The advent of the short era has had a profound impact on all aspects of society and life. The way we obtain information and knowledge has changed, the way we communicate has changed, the way we record our lives has changed, and in the past three years, short ** and live streaming have further changed the way many businesses operate and business logic.
The documentary program "Things Related to Life", produced by Douyin Life Service and jointly presented by FIGURE, invites Liu Yiwei, a traditional ** person, to explore the stories of shops and shopkeepers in the hidden corners of the city with a return visit, presenting the impact and changes of this new professional group on nearby life.
In the third episode, Liu Yiwei flew from cold Beijing to warm Sanya to find a "New Era Travel Butler" to explore the secret of his and local wine tourism turning the tables against the tide from the trough of the epidemic.
Live streaming is a good thing
The protagonist of this episode, Douyin Wine Travel Exploration Expert@TomBrother Takes You Fly, his real name is Tang Yang, a Beijinger, slightly chubby, curly hair, single eyelids, standing in the camera in addition to being full of energy and a loud voice, he has no resemblance to the Hollywood Tom Brother, and at first glance there is no eye-catching memory point.
But it's him, who has accumulated 34 in two years40,000 Douyin fans, and also set a record of more than 10 million sales in a single live broadcast.
Behind the remarkable achievements, Tang Yang is not the chosen one, and even before he transformed into a wine and travel expert, he had reached the point ......where he had to sell his property
When chatting with Liu Yiwei about this past, looking at the other party's surprised expression, Tang Yang explained with a smile that it was just an exaggeration, It is to put some of my own collection of crafts or something, Transformers, Iron Man and other animation peripherals, and endure the pain to cut my love - (of course) it is really painful. But when I think about it, I still have to fill the holes ......At that time, I decided that I would sell it today, and when I made money in the future, I would buy it back. 」
Tang Yang once had a clothing store that had been operating in Beijing for many years, but the offline business could not be opened due to the epidemic, so he thought of broadcasting live on Moments and discounting all the backlog of inventory**. After only five games, Tang Yang completed the task, and he was really happy, when the cold wind was blowing, few physical stores on that street were open, and all of them were black lights, so I turned on the lights and broadcast live, and then clicked to deliver the goods.
That's when I knew that live streaming was a good thing. Tang Yang said.
He thought that the difficulties would soon pass, but he did not expect that by 2021 or so, the customer flow would drop by 70%, and the sales volume would shrink from less than 200,000 per month to 30,000 or 40,000 per month.
Changing careers to him is not so much a search for a new opportunity as an escape. Tang Yang was forced to close the store, but it was definitely not possible to open a physical store again, and the investment was very large, and he later decided to do life services.
He counted his strengths and found a key point: As a (formerly) brick-and-mortar store owner, I deeply understand the importance of this traffic. Only by attracting traffic online to offline can business not be limited. 」
Tang Yang felt that he had to show something unique in order to make the content more high-quality and attractive, and he liked to travel, so he positioned himself to make online recommendations for travel itineraries, food and cultural tourism products.
At the beginning, Tang Yang was in Beijing and the surrounding areas, showing fans those special shops and delicacies in a short way, such as Qian Songyi's favorite Korean sauce crab, Boston lobster dinner for only 259 yuan, a campsite in the Huairou woods, and a small hot pot ...... chicken pot inherited by three generations of Guijie
Later, he took netizens to all parts of the country on Douyin to enjoy the beautiful scenery and taste authentic food, such as Hong Kong Street in Hengdian Film and Television City, and roast ......duck in red oil in Chengdu alleysHis live broadcast of eating, drinking and playing has been welcomed by more and more people, which has really helped Douyin netizens save money and brought vitality to many businesses in distress.
In the ** he released, there used to be a puff shop, because the category made by the boss was niche, and there were few new customers who dared to try, and there were many doors. The next day, the number of orders skyrocketed, and all the employees in the store were called back to work overtime, and even used up all the raw materials.
At the end of last year, he came to Sanya, and he originally planned to stay for a week or two and then go back, but he couldn't leave. Left his, blue sky, white clouds, sand and sea, as well as a career.
Tang Yang quickly seized the first wave of tourism peak after the epidemic was liberalized. According to China News Weekly, as soon as the news of the relaxation of travel was announced, the search volume of air tickets on many travel platforms skyrocketed sevenfold, with Sanya being the most popular destination.
Whatever is sold and what is exploded, it is all a state of crazy robbery. Brother Tom's live broadcast room with you has rushed to the top, It's been three years, who doesn't want to come out and take a look?」
Help yourself earn money, and help others make money
I have been doing live broadcasts for about two years, @阿汤哥带你飞吸引了超2亿2千万用户, and have facilitated more than 510,000 transactions.
Slightly different from traditional sales, the goods brought by Tang Yang are basically not in kind, mainly hotel room coupons, catering coupons and other ** coupons.
In this regard, Liu Yiwei expressed puzzlement. Tang Yang replied that in the past, Chinese people were accustomed to signing up for tour groups, eating, drinking, playing and living in a fixed manner. But now everyone's (travel) needs have changed, more diverse and freer. In response to this situation, many hotels have added more content to their services, such as some hotels charter yachts in their own ** to go to sea, helicopter experience, and tickets to some attractions. On the surface, I booked a hotel ticket, but in fact, I had to eat, drink and have fun.
So what role do you play in it?Liu Yiwei asked.
Through my personal experience, I can give you a more intuitive feeling. Tang Yang said that he has done business, not only understand the needs of customers, but also understand the effect that merchants want, which can help merchants save publicity and marketing costs.
And unlike the traditional advertising-style marketing on the side of the hotel, the live broadcast of the store is closer to every consumer, I represent the consumer, what I see is what you can see, and what I eat is what you can eat.
For example, when he first came to Sanya last year, many local hotels were almost blank in planning family travel projects. There are many users who follow me on the platform - of course, this is also slowly accumulated by relying on content - their demand is 'on a cost-effective basis, so that children can play more'. Therefore, Tang Yang gave feedback to the hotel and guided the hotel to increase the planning of parent-child projects, such as providing indoor handicraft classes, baking classes, and arranging life teachers to take children to outdoor activities.
To do a live broadcast, you must first do a good job in selecting products, whether it is in season, applicable to the population, brand and foundation** should be taken into consideration, and at the same time, **content, use conditions and live broadcast methods will have an impact on the effect of bringing goods. He said. The most important thing in live streaming is trust, and the most important asset of the person who brings the goods is also the trust of users.
Tom will take you to fly on the platform, most of which are about a minute long, but the preparation of each article may take more than ten hours, dozens of hours, or even several days.
Tang Yang said that for every project, I have to go to every corner, I have to understand all kinds of details, I want to understand what is good about it (this hotel), and I must be able to answer when people ask me. Even, after the tour accompanied by the hotel staff, I will go for a walk on my own.
was promoted to the head anchor, Tang Yang still didn't feel that he had anything special. He said that the secret of everything is nothing more than sincerity: sincerely understand the demands of consumers, and sincerely sympathize with the hardships of every practitioner in the real industry - Tang Yang has so far regarded himself as a part of the real economy, and he said that what he can do is to save money for fans, help himself make money, and also help businesses make money, killing three birds with one stone.
Is there anything happier and more rewarding than this?」
To be a bridge between the good and the wonderful life of the local area.
Last year, there were actually two or three people who came with me to visit the store, but this year, there may be dozens or hundreds of people in Sanya at the same time, not counting the locals.
The first store visit has led to employment, and the increasing number of store visitors has in turn promoted the development of the local life economy.
Data shows that live e-commerce is becoming a bright spot in China's economy, and in the first half of 2023, the number of live broadcast e-commerce users will be about 5200 million people, and the scale of live broadcast e-commerce transactions is about 1,991.6 billion yuan.
Previous data showed that in the first three quarters of this year, Douyin visited stores related to more than 12700 million, and the number of influencers who entered the Douyin Life Service** Center increased by 289%. These store explorers have brought 72.9 billion yuan of economic benefits to small and medium-sized businesses. Visiting stores has become an important way to stimulate consumption vitality in catering, wine and tourism, shopping and other fields.
Previously, many O2O pioneers have opened the door to the local life industry through the ** model. Today, in this mature field that has been developed for more than a decade, especially with the advancement of consumption upgrading and digital transformation, the needs of users have also become diversified: not only focusing on ** and convenience, but also quality, personalization and social aspects. Consumers expect to discover more interesting, tasteful and valuable merchants and products through the local life service platform, and be able to share and communicate with other users.
From recording and seeing the beauty, to now being able to directly experience the beauty, the people who explore the store create and consume content related to local life on the short ** platform, the service is the extension of user needs, and at the same time, from mining demand to releasing demand, it also gives real business increment to the business, and does a bridge between local beauty and wonderful life.
What is a store visit?It's not a detective, it's a detective. Liu Yiwei lamented that the shopkeeper represents a huge online fan group, and the business needs of this group, such as the pearls scattered in local life, are connected by the line of the influencer with the offline real economy, so that the solidified industry can bloom new flowers. For any good business, it must solve a social problem;If you can solve a social problem, then it must be a huge business. He said.
Innovation is still in its infancy. 」
The documentary program "Things Related to Life", produced by Douyin Life Service and co-presented by FIGURE, will be launched online from December 18, from the perspective of veteran food program host Liu Yiwei, to explore the story of the original talent who discovered the shops and vendors in the hidden corners of the city, and present the impact and changes of this new professional group on the life of the neighborhood. Three different life stories, showing the fireworks and warmth of the world.
Directed by Wan Xiaozhang.
Written by: Rarely in.
Edited by Xu Jing.
Produced by figurevideo
End Copyright Figure Studio Pat the smell of fireworks around you
All rights reserved, please do not ** without permission.
Please leave us a message to get the content license.