夜经济迎来“燃放时刻” 燃放大健康全时段直播撬动消费新增量

Core Insights - The company "燃放大健康" has achieved significant growth in the night economy, with order volume surging nearly 90% and sales more than doubling in the summer of 2025, driven by platforms like Douyin [1][6] - The brand has been recognized as a leading name in the health industry at the 2025 China Brand Festival, highlighting its strong presence within the Douyin ecosystem [2] Group 1: Marketing Strategy - "燃放大健康" has implemented a comprehensive marketing strategy that includes a full-time live streaming matrix and precise private domain operations, effectively tapping into the summer night consumption increase [1][4] - The brand has constructed a digital operation system that spans all hours and covers all scenarios, utilizing a combination of headquarters live streaming, store self-broadcasting, and large-scale live events [4][6] - The strategy also involves a dual approach of private domain accumulation and public domain traffic generation, with pre-heating of private traffic through member communities and targeted invitations to store customers [4][6] Group 2: Performance Metrics - The brand's overall payment scale in July saw a significant increase, with key live streaming events achieving industry record highs in terms of conversion rates and user retention [6] - The process has established a positive feedback loop of "live streaming traffic generation - in-store upselling - traffic reinjection," enhancing customer engagement and brand loyalty [6] Group 3: Future Outlook - The impressive performance on Douyin has opened new growth avenues for "燃放大健康," which plans to deepen its collaboration with the Douyin ecosystem [8] - The company aims to continue enhancing content creation, optimizing its live streaming system, and expanding private domain operations to explore more diverse consumption scenarios and service forms [8]