面对上述种种变化,不同商家的反应也相距甚远。 运营社发现,有的商家积极入推,不断测试迁移后素材,调整投放节奏,生意反而更上一层楼。比如维尔口腔在洞察到平台入推趋势后 100% 迁移全部素材,跑 量能力提升 20%,平均客单价显著增长;再比如家装行业的流量操盘手冰姐从 7 月开始全面入推,目前单月仅仅 15 万投流成本就能带来 500 万营业额…… 但也有商家面对平台功能的迁移,持有各种焦虑,或担心流量成本上升,或担心线索质量不稳。 那么对商家来说,抖音生活服务线索营销"入推"的真实体验究竟如何?商家又该如何把握"入推"的红利窗口,在线索生意新主场上抢跑? 对此,运营研究社旗下运营操盘手俱乐部就上述案例和问题举办了一场夜话会,并邀请了 3 位抖音生活服务线索行业操盘手进行进行了研讨。 今年在抖音生活服务线索生意可以说风云变幻—— 为更好的完善巨量本地推的产品生态,满足商家最新、最迫切的营销需求,平台将私信、营销页、线索直播为代表的各线索能力陆续迁移至巨量本地推,为保 证存量项目正常运转,迁移动作将分多批次进行,以下为具体迁移节奏及覆盖行业范围。 01年 GMV 4000 万第一批"入推"的商家生意有哪些变化? ...

Core Insights - In 2025, businesses are increasingly focused on finding incremental growth opportunities as customer acquisition costs rise and profit margins remain constrained in a saturated market [1] - Local marketing strategies, particularly through "Juliang Local Push," are emerging as effective solutions for businesses to capture precise traffic and enhance operational opportunities [1][6] - The migration of key capabilities to Juliang Local Push aims to create a new marketplace for lead generation, enhancing service experiences for businesses [2][20] Group 1: Business Strategy and Market Trends - The shift from quantity to quality in traffic acquisition is crucial for businesses to achieve sustainable profitability [2][21] - Juliang Local Push is set to enhance its product ecosystem to meet diverse marketing needs, focusing on private messaging, marketing pages, and lead generation live streams [2][6] - The competitive landscape for lead generation is intensifying, necessitating more targeted marketing approaches rather than broad-based strategies [6][43] Group 2: Migration and Optimization Features - The migration of three key capabilities to Juliang Local Push will improve integration across business operations, allowing for better analysis of marketing actions and outcomes [6][20] - New features include a dedicated onboarding process for non-store businesses, streamlined multi-store management, and the introduction of 13 new categories that do not require prior approval for entry [7][9][10] - A "quick onboarding tool" has been launched to assist new businesses in efficiently navigating the entry process [10] Group 3: Incentives and Growth Opportunities - Juliang Local Push has introduced various incentive policies, including cash rebates and traffic rewards, to encourage businesses to adopt local marketing strategies at lower costs [29][39] - The platform's capabilities, such as private messaging and marketing pages, are designed to enhance lead capture efficiency and reduce customer acquisition costs significantly [26][28] - The overall goal is to empower businesses to transition from mere traffic acquisition to effective conversion and sustainable growth [39][43]

Core Viewpoint - The takeaway from the article is the ongoing competition in the food delivery sector, particularly focusing on Meituan and Douyin's contrasting strategies in the local lifestyle services market, with Douyin opting for a more cautious approach after previous attempts in food delivery [1][5][10]. Group 1: Competition Dynamics - The food delivery industry has seen intense competition, evolving from a "hundred团大战" to a three-way battle, with Meituan being a long-standing player facing challenges from new entrants like Douyin [1]. - Douyin has previously scaled back its food delivery efforts, indicating a misalignment with its platform's core business model, while continuing to invest in its in-store services [1][5]. - Recent regulatory scrutiny has prompted major food delivery platforms to adhere to legal standards and engage in rational competition [1][5]. Group 2: Douyin's Strategy - Douyin's past attempts to enter the food delivery market included launching the "Xindong Takeaway" mini-program, which was later discontinued due to poor feedback [4][5]. - The platform has shifted its focus to in-store services, leveraging its content-driven approach to attract users and drive sales through group buying [10][12]. - Douyin's "随心团" business model allows users to purchase group coupons that can be redeemed either in-store or for delivery, effectively merging its in-store and delivery services [10][12]. Group 3: Market Positioning - Meituan's food delivery business operates on thin profit margins, with a net profit margin of around 4%, making it less attractive for Douyin, which prefers high-efficiency revenue models [9][10]. - Douyin's user engagement metrics significantly outperform Meituan, with Douyin's monthly active users (MAU) reaching 763 million compared to Meituan's 454 million [9]. - The strategic focus for Douyin remains on enhancing its in-store services, which are more profitable and align better with its operational strengths [10][12]. Group 4: Future Outlook - The competition between Meituan and Douyin is expected to evolve into a more normalized rivalry, with both platforms prioritizing operational efficiency over sheer transaction volume [10][15]. - Douyin is exploring innovative solutions, such as the AI product "探饭," to enhance user experience and streamline its service offerings [13]. - The overall landscape of local lifestyle services is shifting, with Douyin aiming to refine its group buying strategies while maintaining a cautious stance on direct food delivery competition [16][17].

Core Insights - The report titled "Douyin Live Big Scene Business Strategy" focuses on the operational strategies for Douyin live streaming, aiming to provide guidance for merchants to enhance their sales performance through live streaming events [1] Group 1: Importance of Live Streaming Events - Local merchants are increasingly recognizing the significance of large-scale live streaming events, particularly during holidays and promotional periods, which can lead to substantial increases in Gross Merchandise Value (GMV) [6][7] - The GMV growth rates during key periods are notable, with increases of 131% in the catering industry, 28.9% in the travel industry, and 142% in the comprehensive industry during holidays [8] - Large-scale live streaming can effectively elevate daily GMV levels, with reported increases of 260% and 840% in GMV following such events [10] Group 2: Strategies for Successful Live Streaming - Key factors for successful live streaming include the integration of people, products, and venues, as well as frequency and performance marketing [13][14] - The strategy for "people" involves leveraging three domains to acquire traffic, with a focus on advertising for higher certainty in traffic acquisition [20] - The "product" strategy varies by industry, requiring careful consideration of discount levels, product quantities, and pricing during live events [14][21] - The "venue" aspect focuses on enhancing click-through rates through effective use of hosts, staging, themes, and backgrounds tailored to different industries [14][22] Group 3: Marketing and Performance Integration - Integrating marketing efforts can help achieve the goals of large-scale live streaming, with recommendations for budget allocation and collaboration with influencers [14][23] - Different industries exhibit variations in product combinations and timing strategies, which are crucial for optimizing live streaming performance [14][24] - The report provides specific operational guidelines for various industries, including product grouping strategies and scene creation methods for live streaming [1][26]

"生命总会找到出路。"——迈克尔·克莱顿。 文丨孙海宁 编辑丨 黄俊杰 高洪浩 时隔四年的两次飞行，分别开启、结束了鲍磊在抖音直播卖货的日子。 第一次是在 2020 年春节。此时鲍磊已在快手做了 3 年多女装生意，假期刷到一个抖音主播没什么技巧， 只是举着图片卖货，居然就吸引到 1 万多人在线观看。"这机会绝对可以。" 他和妻子立刻带同事从菏泽老 家飞去广州仓库。新冠疫情刚爆发，整个客舱就五六人，落地当天，他们就开始抖音直播。 第二次是在 2023 年 1 月。此时鲍磊和妻子的公司年销售额已经过千万元，旗下账号一度爬上抖音粉丝价 值榜第二，仅次于东方甄选。一天晚上，他发现停播几个月的同行开了一家实体店，随即订好次日机票探 店。落地几小时，鲍磊重新感受到 "线下购物的快感和冲击力"——几百只手伸向货架又收回，部分商品只 能靠抢。他决定带团队回老家，开线下店。 中间这三年，鲍磊的经历和同期其他同等规模带货主播没太大区别。一开始是来到美丽新世界：上架商 品，吆喝几个小时，投一点点广告费就能获得十倍的回报。之后流量越来越贵，有时忙完一个月，扣掉所 有费用，到手的利润还不如员工领的工资多。 这是大多数平台商家逃不过的宿 ...