Summary:A traditional barbecue restaurant full of fireworks has been transformed into an "Internet celebrity shop" through live broadcasting
A small shop of glitter
"Shining Little Shop" focuses on the urban fireworks business in the streets and alleys, records the stories of small shop owners with their hearts and minds, and shows the struggle behind the growth of the business. At the same time, the column also excavates the business secrets of different types of businesses, providing more small stores with a reference for the growth and development of Douyin life services.
A mobile phone, a table, at 5 o'clock in the evening, Li Heng, the bald boss of Weini who is serious about soy sauce, started the broadcast on time. In front of the live broadcast camera, all kinds of lo-mei are often placed, and in the background, there are bustling diners in the barbecue restaurant. In the live broadcast room, Li Heng spoke proficient Yunnan dialect, enthusiastically recommended various dishes, and actively interacted with the audience in the live broadcast room. In this way, through a small screen, the online and offline sales scenes can be connected.
The first issue of Douyin Life Service Flashing Little Shop documentary, focusing on @Weini in Kunming, Yunnan Province, is seriously playing soy sauce, this barbecue stall with a unique name is the first time to make Douyin short ** with local talents in Kunming, and it has gained more than 500,000**. There are only more than 10 tables in the store, and there are 85 tables in the queue alone. In June 2022, Li Heng officially invested in Douyin life services, and began to stabilize daily live broadcasts after the Spring Festival this year, and in the past six months, the live broadcast payment sales exceeded 450,000 yuan.
A traditional barbecue store, how to quickly increase the volume of Douyin life services through live broadcast?Li Heng used his 11 years of experience in the industry and an attitude of continuous study to walk out of his own business path in Douyin Life Service.
Before entering the restaurant industry, the "restless" Li Heng worked in a variety of occupations - serving dishes in hotels, working as a bus driver, selling clothes at a stall, and finding a stable job in a tobacco company. However, in 2012, after marrying his wife Huang Annie, Li Heng, who has always been a "moonlight clan", gradually felt the burden of life, especially after his wife became pregnant, Li Heng secretly made up his mind to make a career and let the family live a better life.
One night in 2012, Li Heng was eating grilled yellow croaker with his friends at a roadside stall, because of a joke with his friends, which aroused Li Heng's idea of making barbecue. Soon, Li Heng bought a second-hand barbecue car, set up a barbecue stall downstairs in his community, and sold grilled small yellow croaker. In order to free up more time to spend with his pregnant wife, he simply quit his job in the tobacco company and started a barbecue business wholeheartedly.
Li Heng named his barbecue stall "Serious Soy Sauce", which means that even if starting a business is just "making soy sauce", it must be taken seriously. This seriousness is reflected in Li Heng's attitude towards products, Li Heng said: "Our barbecue is not the same taste as you go to other restaurants to eat. Under his research, each dish of "Seriously Beat Soy Sauce" has its own unique taste, such as braised chicken feet with the taste of braised chicken feet, small yellow croaker with the taste of small yellow croaker, and even simple potatoes have been made by him with a unique taste.
On the other hand, this seriousness is also reflected in Li Heng's resilience and diligence in doing business. He has extremely high requirements for himself, if he prepares 200 chicken feet today, then no matter how good or bad the business is today, he will never close the stall if he does not sell the chicken feet. In the past few years of setting up a stall, Li Heng often went out until late at night, and often only he had one stall left in the end of the whole street. A customer who returned late at night once said to Li Heng: "When I go home from work, as long as I see that the light at the door of the community is still on, I will feel at ease." This left a deep impression on him, and he also relied on this persistence and the good quality of the products to gain a large number of loyal customers.
Li Heng's ** when he set up a stall.
In 2015, Li Heng, who entered the industry with a barbecue car, opened his first store with his partners, and after half a year of operation, he withdrew halfway due to poor management. Li Heng refused to admit defeat, and this failure made him realize that from setting up a stall to opening a store, in addition to sticking to good products and services, he must also learn to manage. In 2017, Li Heng regrouped, and in order to thank his wife for her support and encouragement over the years, he incorporated his wife's name into the name of the store and named the new store "Weini Seriously Playing Soy Sauce". After the opening of the new store, Li Heng posted a circle of friends, and the original old customers came back, and the store turnover rose from 200 yuan to 5,000 yuan within three months. Because the store is too small, in order to ensure the quality of the products, he expanded a first-class kitchen to achieve the separation of production and sales. With the increasing customer flow, in 2019, Li Heng opened a second store, and after 7 years in the industry, he finally achieved single-store expansion.
In 2020, Li Heng began to contact Douyin, and he found that many local restaurants began to use Douyin short ** for promotion, and many old customers also persuaded him to learn to shoot Douyin. At first, he was a little hesitant to run Douyin, until he saw that many of his peers were getting better and better on Douyin, and the turnover of his own store had declined.
This made Li Heng a little panicked, and he began to rethink how valuable online operations are to business growth in this era. Li Heng, who has always loved to study, went to the Internet celebrity store to line up by himself, wanting to see how people market. After some investigation, Li Heng realized that the wind direction had changed, and now the restaurants are doing live broadcasts and shooting short **, and he is slowly learning to shoot some short ** by himself.
By chance, a local Douyin expert in Kunming, who specializes in filming catering stores, "Very Kunming", found Li Heng and filmed his barbecue restaurant. Unexpectedly, ** became popular at once, ** more than 500,000 times, the number of customers in the store exploded, and the six employees could not receive it at all. They sold from five or six in the afternoon to three in the morning, and the more than ten tables in the store kept turning over until all the dishes were sold out, and this explosion lasted for two months.
This is the first time that Li Heng has personally felt that online ** can provide such a large customer flow support for offline catering stores. So, he took out the tenacity and perseverance that he had when he set up a stall back then, and decided to settle down and do Douyin seriously. In 2022, Li Heng officially settled in Douyin Life Service, and the account manager of the platform told him that he could control the traffic in his own hands through live broadcast, and invited him to participate in the self-broadcast training of local merchants in Kunming.
In this way, Li Heng, who had zero experience, began to explore live broadcasting. After each broadcast, Li Heng will do a live broadcast review with the account manager of Douyin Life Service, and he has learned to create a "bald boss" character according to his own characteristics to increase memory points. In the process of studying, Li Heng gradually felt the joy of doing live broadcasts, and he spent more than 6 hours a day on Douyin, studying the live broadcast process, choosing words and making sentences. He regards the live broadcast as a "talk show" of his own - how to warm up the first 5 minutes of the live broadcast, how to promote orders during the live broadcast, how to interact with customers, how to close before the broadcast, and how to efficiently retain customers.
In addition to the live broadcast on Douyin, Li Heng also went online**. He launched different dishes according to different seasonal nodes. This summer, Kunming's local crayfish sold very hot, and Li Heng found another way to almost cut the crayfish in half, online 49The group product of 9 yuan a pot quickly opened up online sales. In the golden autumn of September, hairy crabs are used to attract traffic to the store. Li Heng told customers in the live broadcast room: "There are 20 hairy crabs in the shop, and 9 pieces of Douyin are 9." In this way, customers are guided to place orders on Douyin and cultivate their habit of spending in the live broadcast room.
The live broadcast and ** brought an increase in offline sales for Weini to seriously play soy sauce. Li Heng mentioned: "I broadcast on my mobile phone for two hours during the day, and the store is full at night. Since the Spring Festival this year, Li Heng has insisted on live broadcasting for more than an hour every day, with the highest number of viewers in the history of the live broadcast room exceeding 100,000, the live broadcast sales exceeding 450,000 yuan in half a year, and the ** sales brought by the live broadcast reaching more than 100,000 yuan per month, accounting for one-third of the total turnover of the store. From April to June this year, Weini made soy sauce seriously and successfully ranked first on the local barbecue hot list of Douyin Life Service Kunming.
Now, in order to accommodate the higher foot traffic in the store, new employees have been added to the store. In addition to the live broadcast, Li Heng did not forget his original intention when he started his business, and devoted more energy to accompanying his family. Through Douyin life services, the traditional barbecue restaurant "Weini Seriously Makes Soy Sauce" has found a new direction and way out.
There are many small shops like "Weini Seriously Playing Soy Sauce" in Douyin Life Services, and their business stories are also worthy of being seen by more people. Douyin Life Service and Xinhuanet jointly launched the urban fireworks documentary series Flashing Shop, which has been launched on the "Xinhuanet" ** account, "Douyin Life Service" Douyin account and other channels. Subsequently, the column will continue to focus on small and micro business groups, gain an in-depth understanding of their business stories, and see their moving experience and vigorous vitality behind the growth of Douyin life services.
Search for "flash shop" on Douyin, you can ** series of documentaries, and discover the growth footprints behind the steady progress of the business story.