2026全国连锁商家抖音经营报告｜36氪研究院

Group 1 - The core viewpoint of the article is that the chain industry in China is transitioning to a stable and efficient development phase, focusing on operational efficiency rather than rapid expansion, with platforms like Douyin driving new growth paths for chain merchants through content-driven strategies [4][16]. - The local life service sector is becoming a new growth arena for chain merchants, as consumer behavior shifts from in-store decision-making to online decision-making, necessitating a focus on online customer acquisition [6][10]. - Douyin's life service ecosystem is expanding, with steady growth in transaction scale, user base, and the number of chain merchants, creating a vibrant and diverse local service ecosystem [8][43]. Group 2 - The chain industry is experiencing a shift from "scale expansion" to "stable and efficient" development, with the chainization rate in the restaurant sector increasing from 19% in 2019 to 23% in 2024 [21][22]. - The customer acquisition landscape is moving online, with businesses focusing on cost-effective, wide-reaching, and precise customer targeting strategies [24][28]. - Government policies supporting consumption and the integration of online and offline services are providing a favorable environment for the development of local life services [28][29]. Group 3 - Douyin's life service ecosystem is centered around three core areas: product supply, content dissemination, and offline operations, utilizing four growth engines to create a closed-loop from customer acquisition to transaction conversion [8][51]. - The platform's transaction volume is steadily increasing, with a 59% year-on-year growth in total transaction value, and a significant rise in the number of new chain merchants and active users [44][46]. - Chain merchants are leveraging Douyin's platform to enhance customer engagement and drive sales, with a notable increase in transaction volume and user interaction [46][48]. Group 4 - The article highlights the importance of content-driven platforms like Douyin in reshaping consumer decision-making processes, where online information gathering precedes offline purchasing [33][34]. - Douyin's ecosystem supports chain merchants in achieving efficient customer acquisition through innovative marketing strategies, including short videos and live streaming [36][62]. - The operational strategies of chain merchants on Douyin involve creating engaging content, utilizing influencer marketing, and optimizing search functionalities to enhance visibility and conversion rates [64][67].