Core Viewpoint - The article discusses the successful integration of online and offline sales channels by Feihe, a leading infant formula brand, through a brand joint operation model on Douyin, resulting in significant sales growth and customer acquisition [4][10][51]. Group 1: Online and Offline Integration - Feihe has achieved impressive results in just two months, with single live-stream sales exceeding 3.5 million yuan, ranking first on Douyin's national brand sales list [4][10]. - The brand joint operation model launched by Douyin on April 29 supports retail brands with offline sales but no independent stores, offering incentives such as commission waivers and local advertising support [4][11]. - The strategy involves selling popular products and vouchers in live streams, directing users to nearby supermarkets and chain stores for redemption, thus converting online traffic into offline sales [4][16][19]. Group 2: Customer Engagement and Acquisition - During a two-week live streaming event, Feihe collaborated with over 80 stores in South China, showcasing popular products and large vouchers to attract online users to physical stores [8][9]. - The live streams featured high engagement, with peak online viewers exceeding 8,300, driven by a combination of executive endorsements, cultural aesthetics, and attractive offers [7][8]. - The promotional strategy included offering vouchers like "600 yuan off 700 yuan," making it convenient for consumers to redeem them at local stores, similar to group buying platforms [9][19]. Group 3: Support and Incentives - Douyin's support measures include zero commission and 1:1 local advertising matching for brands that join by June 30, allowing for rapid market entry and cost reduction [26][27]. - The local push advertising tool is designed to target specific geographic areas, enhancing the effectiveness of marketing efforts for brands like Feihe [33][34]. - The financial support from Douyin helps brands lower operational costs while increasing GMV and accumulating more offline consumers [36][30]. Group 4: User Retention and Long-term Value - Feihe's strategy has resulted in a significant influx of new customers, with 90% of viewers being new users and 95% of them visiting stores, indicating effective customer acquisition [38][46]. - The high average first-order value of over 450 yuan reflects the brand's ability to attract quality customers who are likely to return [38][50]. - The partnership with chain stores like Aiying Island and Kidswant not only boosts immediate sales but also fosters long-term customer loyalty, as parents tend to stick with trusted brands for essential products like infant formula [50][51].
5公里消费圈重构：一张团购券如何撬动新增量？