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].

据介绍，红旗连锁还借助抖音直播内容场景优势，将镜头聚焦当天在成都环球中心大厅线下开设的外贸 转内销商品特展会。在特展会现场，生活用纸、休闲食品、洗化用品、面包饼干、奶制品、茶叶、锅具 等外贸商品丰富多样。 抖音生活服务方面表示，本次专场直播由"抖音外贸优品专项扶持计划"特别支持，双方通过优价代金 券、线上线下（300959）融合的方式，助力更多优质外贸商品和外贸供应商拓展国内市场。对于在抖音 生活服务平台经营、符合相关要求的商超、零售企业，该平台将提供专场直播流量补贴；还将邀请明 星、探店达人等助力实体商家开播获客；以短视频流量补贴、开屏曝光资源等助力优质外贸商品及商家 拓宽市场。 4月18日，红旗连锁（002697）携手抖音生活服务开启了专场直播，助力线下门店外贸优品销售。在当 天直播间里，红旗连锁官方联合抖音让利补贴，推出涵盖日化洗护、茶饮、食品等多个类目的优价团购 商品和多款团购代金券。整场直播总交易额超1300万元。18日当天，红旗连锁抖音直播间最高实时场观 看超过25万人次，整体曝光人数达424万。 近期，头部电商和零售平台多措并举，积极与外贸企业展开对接。随着帮扶工作的持续推进，助力外贸 企业出口 ...