一声“嘎嘣脆”，一部零食经济学

Core Viewpoint - Douyin is becoming a trendsetter for consumer behavior, particularly among young people, with local specialties like Inner Mongolia's beef jerky transforming into popular snacks [5][6][20]. Group 1: Douyin's Impact on Consumer Trends - Douyin e-commerce has emerged as a consumption trend indicator, especially during the May Day holiday, with significant increases in search volumes for snacks and travel foods [7]. - The sales of Inner Mongolia's dairy products and other local specialties have seen exponential growth, with some products experiencing sales increases of up to 31 times year-on-year [7]. Group 2: Business Transformation and Product Innovation - Hani Ranch, previously focused on traditional livestock sales, pivoted to online sales through Douyin, achieving a GMV increase from 8 million yuan in 2022 to 15 million yuan in 2023 [8][12]. - The introduction of "beef crispy chips" has been a game-changer, with sales exceeding 100,000 barrels in just a few months, making it a top seller on Douyin [12][18]. Group 3: Consumer Demographics and Preferences - The consumer demographic for Hani Ranch has shifted significantly, with a notable increase in younger consumers aged 25 to 40, and a balanced gender representation [18]. - There is a growing demand for healthier snack options, leading to product innovations that cater to health-conscious consumers, such as low-sodium and low-fat variants [14][19]. Group 4: Successful Marketing Strategies - Innovative marketing strategies, such as live streaming from scenic locations, have proven effective, with one such event generating 3 million yuan in a single day [15][17]. - The use of consumer feedback from Douyin's comment sections has inspired product improvements, such as enhancing the texture and flavor of beef crispy chips [19]. Group 5: Broader Market Trends - Douyin is facilitating the transformation of local specialties into mainstream snacks, with various regional products seeing significant sales growth on the platform [20]. - The overall e-commerce landscape is evolving, with Douyin acting as a crucial link between consumers and businesses, fostering a vibrant commercial ecosystem [20].