Core Insights - Douyin's "City Lighting Plan" is activating consumption potential in various cities through innovative models focusing on local characteristics and online-offline resource integration [1][4][7] Group 1: Program Overview - The "City Lighting Plan" targets popular cities in Jiangsu, Shandong, and Hebei provinces, creating a new ecosystem of "content-driven traffic + local consumption" [1] - The initiative has already covered cities like Nanjing, Changzhou, Tianjin, Wuxi, Linyi, Weifang, and Jining, injecting digital momentum into local businesses [1] Group 2: Specific City Initiatives - In Jinan, the plan is linked with the "3rd Jinan Seafood Festival," featuring a live broadcast event that promoted group purchase deals from 10 local restaurants, resulting in a 61% year-on-year increase in Douyin group purchase order redemption and a 138% surge in sales [4] - Changzhou's approach highlights the integration of "events + consumption," with a partnership in the "Super League" event that led to a 3074-fold increase in Douyin search volume for a local barbecue brand and a 111% year-on-year growth in group purchase orders [5] Group 3: Technological Empowerment - The core advantage of the "City Lighting Plan" lies in its technological empowerment, utilizing Douyin's LBS positioning technology to introduce a "lighting" feature that enhances user experience and provides secondary exposure for merchants [7] - The plan aims to deepen the integration of IP with urban culture by launching in 11 key cities in East, North, Northeast China, and Shandong, focusing on winter night economy scenarios [7] - Participating merchants in the program have seen an average increase of over 30% in customer traffic, with some specialty stores experiencing sales growth exceeding 200%, validating the sustainability of the "content + consumption" model [7]

Core Insights - The "City Lighting Plan" by Douyin Life Services aims to stimulate local consumption by highlighting regional characteristics in cities like Jiangsu, Shandong, and Hebei [1][10] - The initiative has successfully launched in multiple cities, enhancing exposure and driving consumption through various activities such as live streaming and promotional campaigns [1][10] Group 1: City-Specific Activities - The "City Lighting Plan" collaborated with Shandong Radio and Television to launch a special live streaming event in Jinan, featuring local brands and offering discounted group purchase packages [2] - In Jinan, over 10 million yuan in retail and dining coupons were distributed, leading to a 61% increase in order volume and a 138% increase in sales compared to the previous year [5] - In Changzhou, the plan integrated local businesses with sports events, promoting unique dining experiences and engaging local influencers to drive traffic [6][9] Group 2: Consumer Engagement and Marketing Strategies - The initiative employs a combination of online content creation and offline experiences to enhance consumer engagement, utilizing Douyin's location-based services [10] - The "lighting" feature allows consumers to share their experiences and provide additional exposure for local businesses, creating a cycle of digital engagement and physical consumption [10] - The plan will expand to 11 key cities in the fourth quarter, focusing on integrating local culture with marketing strategies to boost winter night economy [10]