2025抖音生活服务营销特色人群价值白皮书

Core Viewpoint - The report titled "2025 Douyin Life Service Marketing Characteristic Population Value White Paper" emphasizes Douyin's role in reshaping local life brand marketing and user purchasing behavior, transitioning from "search - purchase" to "watch - search - purchase" through content stimulation and new incremental models [1][7]. Group 1: Douyin's Impact on Local Life Services - Douyin has restructured the marketing landscape for local life brands, enabling more traffic opportunities for merchants and facilitating the incubation of popular products [7]. - The non-automotive offline social retail total is steadily growing, with Douyin's life service industry GMV increasing by 27% year-on-year in Y24, and tourism-related video views reaching 25.2 billion [1][16]. - Douyin's content-driven approach has led to the emergence of new incremental models such as coupon stacking and nationwide redemption [7]. Group 2: Key Trends and Topics - The report identifies ten key trending topics for 2025 in the Douyin life service industry, including "urban fireworks," "abstract body," and others, which possess both traffic and retention value [1][23]. - These topics cater to different industry subcategories and can activate new demand while intercepting existing demand scenarios [1][23]. Group 3: Characteristic Populations - The report outlines ten characteristic populations, such as 54 million "pot enthusiasts" and 92 million "abstract artists," detailing their demographics, consumption preferences, and related trending content [1][34]. - Each population is linked to specific marketing strategies, emphasizing the importance of adapting to different scales of merchants, from small to large [1][34]. Group 4: PACE Operational Methodology - The PACE methodology is proposed, which involves confirming product positioning, matching suitable populations, determining marketing models based on demand, and amplifying trending topics [1][7]. - Different merchant sizes are advised to adopt varying strategies, such as small merchants leveraging trends and large merchants creating trends [1][7].