CPOrNeTfaEcNeTS 越来越多人上抖音学起了邪修料理，老吃家们频频发掘爆款新品——奶 皮子糖葫芦、固体杨枝甘露……风靡线上线下，数亿用户在抖音刷到即 种草。 也有老吃家在厨房里解锁了颠覆日常的生活小妙招。橙学鼻祖@厚皮橙、 主母@留意炫饭吖等神操作不断，吸引上亿用户连夜偷师——你和理想中 的赛博美食生活，有时只差一条15秒短视频。 美食达人也卷出新高度。#万物皆可Cosfood 风潮下，巧克力文物、AI 复刻美食轮番上分。 #短视频颠勺大赛、#留子生存争霸赛 等挑战赛更是 带用户玩到飞起。美食内容早不是单向输出，而是用户和达人一起玩梗造 梗的线上party。 这一年，"吃商"的进化在抖音体现得淋漓极致。 那些被我们反复回味的舌尖记忆，从来不只是味道，更是承载人间烟火气 的情感载体。它们悄悄串联起人与人之间的温度，在碗筷碰撞声中，完成 一次次无需言说的情感共鸣。 2025年，「吃商」爆炸元年。 智商情商逆商统统退居二线，现在年轻人当中最流行的词语是"吃商"。 在高压与不确定的环境中，研究与品尝美食，在吃饭这件事上建立"老己 说了算" 的小确幸，成为年轻人对抗焦虑的 "温柔反击"。 年度美食创作 进化论 ...

2023年6月门店占比 | 2024年6月门店占比 ·05· 消费趋势 老板内 餐 饮 头 部 新 媒 t lt- 在浩荡巨变的新时代激流中，餐饮业才刚刚开启属于自己的黄金时 代。 另一方面,火锅行业的供给也发生了变化。身处十字路口的火锅商 家们,不得不与时俱进,拥抱新场域、新增量,同察行业逻辑,把 脉餐饮规律,关注有效利润,回归真实生意。用更加积极的心态链 接新消费,接纳新变化。 餐饮老板参创始人 秦 朝 火锅行业的选手们也正在重新定义品牌价值,重构与用户的连接方 式，努力在多元化的消费生态中站稳脚跟，探索新的突破口。 () ] c 抖音生活服务 让 每 次 心 动 都 值 得 | --- | --- | --- | --- | --- | |-------------|---------------------------------------------------------------|---------------------------------------------------|-------|--------| | | | | | | | | | | | | | | | | | | | ...

Content Trends on Douyin - Long-form video content, especially in-depth interpretations of literary classics, has seen a significant surge in popularity, with 30-minute+ videos experiencing a 27x increase in average views compared to April-May averages [3] - User engagement with long-form content is high, with many users bookmarking videos for later viewing during commutes, meals, or other daily activities [7] - Popular topics include classic literature interpretations, historical events, and philosophical discussions, with notable works like "Dream of the Red Chamber" and "White Deer Plain" receiving extensive coverage [3][7] Content Creation Strategies - Effective content creation involves clear structure, professional insights, and emotional resonance, with creators often combining personal experiences with historical and cultural contexts [10] - High-quality visuals and original content processing are crucial, with creators using HD materials and original voiceovers to enhance viewer engagement [10][11] - Creators are leveraging unique storytelling techniques, such as the "train-style structure," to maintain viewer interest and create immersive experiences [4] Popular Content Categories - **Humanities and Social Sciences**: Deep dives into literature, history, and philosophy, with creators like @一只萧包子 gaining popularity for their detailed interpretations of classic works [3][4] - **Science and Technology**: Fun and engaging science content, with creators using creative methods like detective stories and magic tricks to explain scientific concepts [14][16] - **Finance**: Practical and engaging financial content, with creators like @小Lin说 making complex economic concepts accessible to a broader audience [21][22] User Engagement and Trends - Users are increasingly engaging with content through comments, often tagging friends to share interesting videos or asking follow-up questions [17] - The trend of "companion-style learning" is growing, with users collaboratively discussing and learning from content, creating a contagious learning environment [19] - Popular science content often sparks curiosity and further exploration, with users frequently asking for more information or sharing related knowledge [17][19] Emerging Trends in Niche Content - **Food and Travel**: Local flavors and unique travel experiences are gaining traction, with creators like @高文麒 exploring regional cuisines and sharing their cultural significance [30][32] - **Fashion**: Fashion content is becoming more lifestyle-oriented, with creators showcasing outfits for various scenarios like work, travel, and sports, making fashion more accessible and relatable [49][52] - **Sports and Fitness**: Outdoor activities like cycling, running, and skiing are popular, with users sharing their experiences and forming communities around shared interests [55][57] Cultural and Artistic Content - Traditional culture is being revitalized through creative reinterpretations, with creators using modern techniques to showcase ancient art forms and crafts [64][65] - Art content is becoming more accessible, with creators using innovative methods to explain and showcase art, making it more relatable to everyday life [81][83] - The rise of young artists on Douyin is notable, with many gaining recognition through platforms like the "Douyin Young Artists Program" [85][87] Music and Entertainment - Music content is increasingly tied to current events and trends, with creators like @上上 and @音乐人王搏 gaining popularity for their timely and creative song adaptations [76][78] - Super IP collaborations are on the rise, with creators producing content inspired by popular franchises like "Black Myth: Wukong" and the Paris Olympics [79] - Creative song adaptations and challenges are becoming a trend, with users engaging in music-related challenges and sharing their own interpretations [79]

Investment Rating - The report does not explicitly state an investment rating for the industry Core Insights - Douyin's New Year Goods Festival has become a key channel for users to obtain information and select New Year goods, with a significant increase in sales driven by various marketing strategies [3][12] - The festival saw a 308% year-on-year increase in sales driven by short video content, while search scenarios contributed to a 124% increase in sales [3][5] - The total duration of live streaming during the festival reached 29.45 million hours, with the number of consumers participating being 1.4 times that of the previous year [5] Summary by Sections Marketing and Sales Performance - The Douyin New Year Goods Festival generated 24.4 billion views for shopping cart short videos, significantly enhancing the festive atmosphere and driving sales [3] - The festival's marketing strategies included a variety of content forms to stimulate consumer interest and engagement [19] Consumer Behavior and Trends - The festival highlighted the evolving nature of New Year goods, with consumers seeking both traditional and modern products, reflecting a shift in cultural practices [12][17] - The introduction of new product lines, such as seasonal clothing and health products, indicates a trend towards innovative offerings during the New Year period [17] Event and Content Strategy - The festival featured a series of live streaming events, including collaborations with popular influencers and celebrities to enhance product visibility and consumer engagement [27][67] - A unique aspect of the festival was the integration of offline activities, such as blind box markets, to create an immersive shopping experience [50][58] Brand Collaboration and Resource Integration - Douyin's strategy involved deepening brand collaborations and integrating resources across various platforms to maximize sales potential [19][70] - The report emphasizes the importance of leveraging celebrity endorsements and influencer marketing to drive consumer interest and sales during the festival [38][41]

Investment Rating - The report indicates a strong upward trend in the "Road Trip" sector, with significant growth in user engagement and content creation on platforms like Douyin [5][6][29]. Core Insights - The "Road Trip" trend has seen a remarkable increase in interest, with Douyin's keyword search index for "Road Trip" growing 97 times year-on-year and 112 times month-on-month during the summer of 2024 [5][6]. - The trend reflects a cultural shift towards adventure and exploration, appealing particularly to younger demographics who seek freedom and new experiences [9][30]. - Popular routes such as G318, G219, and G331 have garnered over 100 billion views collectively, highlighting their significance in the public's travel aspirations [29][30]. Summary by Sections User Engagement - Douyin reported a 153% increase in video content related to "Road Trips" from January to August 2024, indicating a growing community of road trip enthusiasts [5][6]. - The demographic analysis shows that users aged 18-23 have the highest preference for road trip content, while those aged 31-40 represent 32.7% of the audience [9]. Content Trends - The report highlights various creative trends in road trip content, including personal storytelling, scenic captures, and interactive user experiences that resonate with viewers [17][19][27]. - The use of hashtags like ThisLifeMustDrive219 has led to over 73.4 million views, showcasing the popularity of specific routes and the community's engagement with them [24]. Popular Routes - G219, known as the "National Road," spans over 10,065 kilometers and connects various landscapes, attracting adventurous travelers [32]. - G318 is celebrated as a rite of passage for many, symbolizing youth and exploration, while G331 offers a unique experience through diverse terrains [30][35]. Cultural Impact - The report emphasizes the emotional connection people have with road trips, often reflecting personal journeys and life milestones [30][37]. - The trend is not just about travel; it embodies a lifestyle choice that values freedom, exploration, and the beauty of nature [37].