心动为媒，增长为果！2025抖音生活服务心动榜餐厅商家峰会于郑州圆满落幕

Core Insights - The "2025 Douyin Life Service Heartbeat List Restaurant Merchant Summit" was successfully held in Zhengzhou, focusing on user demand insights, platform ecosystem empowerment, and merchant operational practices to explore new trends and growth paths in the restaurant industry [1] Group 1: Key Trends and Insights - Douyin's Life Service Vice President, Tu Qing, revealed a clear trend in restaurant "heartbeat decision-making," with an average monthly content submission of over 170 million for the platform's "atmosphere" tags and over 3 billion exposures for "novelty" and "local flavor" related content [2] - 59% of users have been influenced to visit restaurants through immersive short videos or live streams in the past six months, and 77% of those influenced actively saved or purchased group coupons [2] Group 2: Operational Strategies for Merchants - Tu Qing proposed three actionable operational cores for merchants: "Build Infrastructure," "Leverage Opportunities," and "Create Distinctiveness" [5] - Building infrastructure involves launching signature dishes and high-value "heartbeat list packages," supported by platform subsidies and influencer resources to enhance user-generated content (UGC) dissemination [5] - Leveraging opportunities means binding key promotional events with the heartbeat list restaurant strategies, as demonstrated by Jiangheli Spicy Grilled Fish, which generated over 11.74 million in payment during its anniversary celebration [5] - Creating distinctiveness focuses on amplifying differentiation through scene visualization and content adaptation, as seen in the Royal Cuisine Museum's "national style ceremony" and Jiang Pang Pang's "Korean immersive experience" [5] Group 3: Heartbeat List Restaurant's Dual Empowerment - The Heartbeat List Restaurant model supports merchants by providing a "traffic + transaction" dual engine growth channel, enhancing both exposure and transaction conversion [34] - The platform offers extensive exposure resources, including Douyin's local and group purchase channels, to ensure that quality restaurants are seen by more potential customers [34] - Merchants are encouraged to focus on "good products, good content, and good service" to build a sustainable operational system [34] Group 4: Case Studies and Practical Applications - The summit featured successful case studies from brands like Youma Port and Zheng Xiwang, demonstrating the effective application of the proposed operational strategies [47] - Youma Port achieved significant growth by integrating "create distinctiveness" and "build infrastructure," with a single product selling over 500,000 units on Douyin [50] - Zheng Xiwang's success stemmed from leveraging seasonal consumer demand and innovating product offerings, resulting in over 100,000 sales for their new dish [50] Group 5: Future Directions and Community Engagement - The summit and local business activities aim to provide actionable operational methodologies for restaurant merchants and foster communication between platforms and merchants [55] - Douyin Life Service plans to continue optimizing the Heartbeat List Restaurant ecosystem and expand its resources and tools to support more restaurant merchants [55]