BIDU(US:BIDU) Sou Hu Wang·2025-09-19 10:04Core Insights - The article highlights the successful implementation of the "Douyin Life Carnival" in Hefei, which significantly boosted local consumption, achieving a total payment amount exceeding 600 million yuan and a 6% increase in city MAC [1][21] - The event engaged over 4,000 local businesses and integrated online and offline experiences, creating a vibrant consumption atmosphere in the city [1][21] Group 1: Scene Development - Douyin Life Service focused on core business districts and essential travel needs to create new consumption pathways in Hefei, enhancing both short-term conversion and long-term brand awareness [2] - The event targeted three major shopping districts in Hefei, integrating shopping, cultural tourism, and dining to meet consumer demands comprehensively [3][4] Group 2: Transportation Integration - The introduction of the first-ever subway card Douyin group purchase project aimed to connect daily commuting with consumption, offering discounts and promoting local businesses [5][6] - Collaboration with Didi Chuxing provided exclusive ride discounts for users traveling to partner businesses, creating a new flow of customers for 53 major merchants [7] Group 3: Resource Leveraging - Douyin Life Service utilized star events like concerts and book signings to connect celebrity influence with local business needs, enhancing brand visibility and customer conversion [8] - The "One-Day Store Manager" initiative featured popular celebrities engaging with local brands, resulting in significant sales increases for participating merchants [9][10] Group 4: Comprehensive Marketing Strategy - The integration of various marketing strategies during events, such as setting up promotional displays and offering exclusive transportation options, maximized customer engagement and sales [11][15] - The collaboration with local influencers and KOLs helped to create tailored content that resonated with different consumer segments, driving substantial sales growth [17] Group 5: Community Engagement - The event encouraged widespread participation from ordinary users, creating a vibrant atmosphere that amplified the event's reach and impact [19] - The successful use of social media campaigns and hashtags helped to solidify the event's presence in the local culture, fostering a sense of community and shared experience [19][21] Conclusion - The "Douyin Life Carnival" in Hefei exemplifies a successful model for activating local consumption ecosystems through innovative marketing strategies, resource integration, and community engagement, paving the way for future initiatives in other cities [21]