According to the "2023 Mid-Autumn Festival and National Day Catering Consumption Report" released by Douyin Life Service, the consumption of dinner parties during the Double Festival has risen, and the number of orders for dinner parties for 3 or more people in Douyin has increased by 22% month-on-month.
This also conveys that people's dining scenarios and needs are changing, fromMeet the 10 demand, walk through the taste 20 demand, enter the dinner social 30 demand。Dining is not just about "eating", but also about enjoying the atmosphere of the dinner party, so as to satisfy one's own emotional value.
Through the detonation of festival nodes, insight into party trends, refined operation of party crowds, and brand IP alliance, the strong energy of "platform + brand scene marketing" has been demonstrated. Brands also use the platform's official activities to strengthen endorsement to achieve the integration of quality and efficiency marketing transformation.
Half a day demon grilled fish
Half a day demon grilled fish 1130-12.5 days of 6 days of live broadcast, the data directly made me dumbfounded, in just 6 days, the single product exceeded 300,000+ sales, and the 1-5 links are basically 10+ sales.
Grilled fish. 
Data for each time period.
Data analysis of a single live broadcast.
Live Engagement Data.
Live streaming traffic and user analysis.
Distribution of consumer groups.
Screenshot of 4-day live broadcast sales.
11.30 18 o'clock to 12 p.mEnd on the 5th.No. 1 link sales of 300,000 and No. 200,000 link number links 200,000+
It is used simultaneously in 1,350 stores across the country.
At present, the sales volume in coastal cities is the best.
Live stream traffic data.
Live stream traffic**.
The traffic structure is dominated by three major sections: live broadcast recommendation, attention, and payment.Merchant pain points:Bantian Demon Grilled Fish is a national chain direct brand, and there are relatively few large live broadcasts across the country, and the fans are mainly in coastal cities. With the help of large-scale live broadcasts across the country, we can enhance brand reputation, stabilize old customers, expand new consumption, lay out online marketing, and precipitate the private domain of the Douyin platform with the help of Douyin life service live broadcast, so as to create a stable operation position for merchants and achieve the integration of quality and efficiency.The highest single game is 1116w field view.
Merchant appeal:
Cases that require the service provider to have experience in large-scale live broadcasts;It has the ability to shoot and incubate;Have the ability to market and plan the landing;It can help the brand to empower and operate in multiple dimensions and directionsIt can meet the requirements of the brand and the standards of fineness and granularity.
Service Provider Customization Strategy:
1) [People] Multiple anchors are substituted for admission, equipped with professional personnel, and equipped with first-class equipment.
Reasonable matching of participants and mobilization of live broadcast equipment, at least 6 anchors in this large field, 3 men and 3 women, both men and women, background controllers, equipment directors, and special personnel are responsible;Create a multi-scene live broadcast, sitting broadcast + station broadcasting two-pronged;The site is equipped with Sony live camera + rocker arm, mixer, professional film and television microphone, wireless image transmission, wireless broadcast station, real-time data screen, LED par lamp, shaking head chasing light, Nanguang film and television lamp, and atmosphere lamp to help the brand start broadcasting.
Screenshot of the live broadcast room.
2) [Goods] Customized pallets, stepped **, vouchers, and single product combinations.
In terms of group products, combined with the actual situation of Sister Hong's string of incense, according to the number of diners in the past, we will create stepped **, vouchers and single products to cover the largest possible people.
Group combinations. The advantages of the rich structure of group products are: it can maximize the attraction of fixed customer groups and effectively lock in customers. The live broadcast room requires guests to discuss some interactive topics, and the live broadcast room will give benefits to fans, so as to achieve a strong IP+brand+product out of the circle!
Highlight the theme slogan of grilled fish on the tip of the tongue and accompany you through the winter.
Screenshot of sales on December 5.
3) [Field] The live broadcast scene is complete, creating a themed style and enhancing the interactive experience.
In terms of the style of the live broadcast scene, the brand tonality is highlighted, and a stylized themed live broadcast room is created in the form of diners dining in the store and the anchor in the same scene, with intimate interaction, affectionate explanation, online and offline linkage, offline interactive topics and challenges, and provides fans with an interactive experience broadcast that can experience the scene firsthand. Through the best ways such as fighting hand speed, and constantly increasing, we will create a hot atmosphere in the live broadcast room and highlight the trendy sense of the brand.
How to promote Douyin**?
There are several ways to do this, but the most effective way is live streaming. In the whole process of traffic monetization, the requirements for all parties are relatively high, and Douyin's business strategy;
Tik Tok**. Establish an online position on Douyin - put ** products on the shelves - enrich grass products - pull weeds for verification
The sales volume of merchants is mainly based on and sales, and the write-off brings benefits.
Many merchants know that they are on the shelves, but how to monetize, how to experience, are all problems, most people use the popularity of the talent to reach the push, but what happens after the traffic is over?Fight a wave of ** to the last wave of people, so is it struggling or desperately trying to recover?
Take the official Douyin marketing plan.
As shown in the figure above, after establishing a Douyin marketing position, the products will be put on the shelves, and it will be a variety of grass planting channels. So how to grow grass, do you know?Brother Tao has sorted out 4 ways to plant grass:The content is planted with grass, and the master is planted with grassAdvertising planting grassInteractive grass planting.
Compared with the first three, everyone has used it, and the interactive grass planting is reflected in the **, do you know?Roughly two points, the private domain interaction of the enterprise blue V account and the interaction of the live broadcast room. After that kind of grass, it's time to pull the weeds, and the most effective and direct way to pull weeds at present is live streaming. Presumably, everyone has experienced buying things in the live broadcast room, tens of millions and hundreds of millions of people should abound in a live broadcast, from the source to the terminal, in one step, so what about the merchant online Douyin**, why do you want to plant grass when you can pull weeds in one step?
Zhixunda Network, Douyin intra-city traffic practitioner, local life service provider, and 1000+ intra-city talent matrix.
AI live broadcast without people, recruiting partners across the country, and a large-scale live broadcast practitioner.