Core Insights - The article discusses the evolving marketing strategies on Douyin (TikTok) as traditional methods become less effective, highlighting the need for brands to understand consumer behavior across platforms and the role Douyin plays in this ecosystem [1][4]. Group 1: Consumer Behavior and Transaction Models - Consumers' transaction behaviors can be categorized into three main models: closed-loop transactions within a single e-commerce platform, cross-platform "planting grass - harvesting" models, and cross-platform collaboration models driven by category demand [2][4]. - Douyin plays a dual role in marketing: facilitating closed-loop transactions and stimulating category demand, which is essential for brands to optimize their marketing strategies [4][5]. Group 2: Consumer Journey and Engagement - The average consumer behavior shows that 100 exposures on Douyin lead to 6 subsequent actions and 0.8 transactions, indicating a significant engagement potential [5]. - The three core consumer journey types identified are search-based, impulsive/browsing, and interest accumulation, with impulsive/browsing consumers accounting for over 50% of transactions [6][10]. Group 3: Marketing Strategies and Recommendations - Brands should focus on creating engaging content that emphasizes value and brand identity rather than just product efficacy or price, especially for new and lesser-known brands [7]. - As consumer behavior evolves, brands need to refine their strategies to integrate interest-driven and shelf-driven e-commerce, optimizing the "reach - mindset - purchase" journey [10][12]. Group 4: Data-Driven Insights and Solutions - The article emphasizes the importance of using comprehensive data insights to understand consumer behavior and decision-making processes, which can help brands reshape their marketing strategies on Douyin [12][18]. - The "Douyin e-commerce growth strategy solution" focuses on aligning product and content operations based on consumer journey insights, aiming for sustainable growth in GMV and ROI [12][13].

Group 1 - Iceland Lab base will officially debut on April 29, 2023, in the Beijing Mentougou District, marking the entry of the UK retail brand Iceland into the Chinese market as its first store in the Asia-Pacific region [1] - The Iceland Lab base is an innovative platform centered around "global ingredients + artificial intelligence," developed in collaboration with the Mentougou District government and Shoulv Group [1][2] - Iceland, founded in 1972, holds a 17% market share in the UK and is recognized as the largest frozen food supermarket in the country, operating around 1,000 stores across approximately 10 countries [1] Group 2 - The Iceland Lab base will cover an area of 6,800 square meters and will not follow a traditional supermarket model, instead gathering food resources from various countries including the UK, Italy, Spain, Australia, and Japan [2] - The base will collaborate with well-known domestic brands such as Donglaishun, Shunxin, and Jubao Yuan, and will utilize resources from original production areas like Chifeng in Inner Mongolia and Ningbo in Zhejiang [2] - The base will focus on interest-based e-commerce, featuring various live broadcast scenarios such as imported food specialty counters, real-life kitchens, flower car markets, and European street scenes to promote Chinese time-honored brands and food culture [2]