以下文章来源于豹变 ，作者陈法善 豹变 . 在京东、理想汽车等一众大牌中，"东哈·东北街边烧烤"的土味招牌显得格外突兀——这真的是赞助 商，还是在玩梗？ 作者丨 陈法善 编辑丨 刘杨 图源丨Midjourney 原来这就是一家常州街边烧烤店，老板来自东北，抱着试一试的心态报名苏超招商， 没想到真的成了 22块广告牌中唯一的个体户赞助商。这家小店经由短视频的传播扩散一夜爆火，抖音搜索量环比增长 732倍、同比增长3074倍。老板 娘在抖音发布视频，解释自己为什么赞助苏超，吸引众多网友慕名 前去消费。 近年来，这种"没想到"频频上演：淄博烧烤从地方小吃变成全国打卡热点，天水麻辣烫让外地游客专 程前往，原本默默无闻的小店纷纷"出圈"。过去开店只能守着三公里商圈做熟人生意，如今一条走心 视频或许就能让小店的影响力辐射全国。 6月27日，社科院发布的《看见：短视频时代的生活服务业》报告揭示了这一变化：数字技术正在帮 助中小商家突破物理空间限制，线下的人情味配上线上的传播力，让更多街边小店找到了新的增长空 间。 被看见的力量 常州东北烧烤店的走红并非偶然。越来越多中小商家发现，在短视频时代，每个有故事的小店都可能 成为下 ...

Group 1 - The core viewpoint of the articles highlights the significant boost in consumer spending and engagement in various cities during the Jiangsu Urban Football League ("Su Super") matches, showcasing the event's impact on local economies [1][2] Group 2 - The Su Super matches led to a 103% increase in group purchase orders and a 114% increase in sales in Jiangsu's commercial districts over the weekend compared to the previous Thursday and Friday [1] - The sports event stimulated a 113% increase in orders for sports and leisure-related group purchases in Jiangsu [1] - The top five commercial districts in Jiangsu based on consumer spending during the weekend were Nanjing Xinjiekou, Suzhou Shantang Street, Taizhou Sanshui Bay/Liuyuan, Wuxi Chong'an Temple, and Changzhou Heping Road [1] Group 3 - Despite a loss, Zhenjiang saw the highest growth in hotel and travel consumption among the match cities, with a 108% increase in group purchase orders compared to the previous weekend [1] - Other cities like Suqian, Taizhou, and Suzhou also experienced significant increases in hotel and travel group purchase orders, with growth rates of 41%, 31%, and 34% respectively [1] Group 4 - The matches also promoted local cuisine, with Xuzhou barbecue group purchase orders increasing by nearly 80% and Yangzhou fried rice orders rising by 27% [2] - Salt City saw a remarkable 353% increase in group purchase orders for its unique cuisine [2] Group 5 - The Su Super event has become a model for integrating culture, sports, and tourism in Jiangsu, demonstrating the potential for local economies to benefit from such events [2] - The collaboration between government initiatives and market dynamics has activated a full-chain consumption model, enhancing regional economic vitality [2]

Group 1 - The "Su Super" event held from June 28 to 29 significantly boosted consumer spending in various sectors, particularly in shopping districts, food, and tourism across five cities in Jiangsu [1] - Jiangsu's shopping district group purchase orders saw a 103% increase in consumption and a 114% increase in sales compared to the previous weekend [1] - The top five shopping districts in Jiangsu based on consumer spending were Nanjing Xinjiekou, Suzhou Shantang Street, Taizhou Sanshui Bay/Liuyuan, Wuxi Chong'an Temple, and Changzhou Heping Middle Road [1] Group 2 - Zhenjiang, despite losing its match, experienced the highest growth in hotel and travel group purchase orders, with a 108% increase compared to the previous weekend [2] - Other cities like Suqian, Taizhou, and Suzhou also saw significant increases in hotel and travel group purchase orders, with growth rates of 41%, 31%, and 34% respectively [2] - The "Su Super" event also promoted local cuisine, with Xuzhou's barbecue orders increasing by nearly 80% and Yangzhou's fried rice orders rising by 27% [2] Group 3 - The event activated the night economy in Jiangsu cities, with various businesses setting up live viewing areas for matches [3] - In Huai'an, night-time consumption for barbecue and grilled meat saw increases of 17% and 15% respectively over the past two weeks [3] - A flash event in Huai'an featured local delicacies and attracted significant attention, highlighting the synergy between sports events and local culture [3]

Group 1 - The "Su Super" league has significantly boosted weekend consumer spending, with a 225% increase in group purchase orders and a 181% increase in in-store spending in Jiangsu's commercial districts over the weekend of June 21-22 [1] - Despite poor weather in several match cities, group purchase orders still saw notable increases, such as a 21% rise in Nanjing's in-store consumption, with outdoor entertainment and sports goods orders increasing by over 150% [1] - Changzhou, despite losing all five matches with zero goals, experienced a 42% year-on-year increase in Douyin group purchase orders, with restaurant orders rising over 56% [3] Group 2 - Scenic spots have launched special viewing packages and live broadcasts to support the "Su Super" economy, with a 456% year-on-year increase in live broadcast orders at the Tianmu Lake scenic area during the weekend [3] - The "Su Super" themed activities have spurred urban consumption, with Nanjing's Niushou Mountain Cultural Tourism Area reporting a 374% increase in Douyin group purchase orders, and a 309% year-on-year increase [4] - The "Follow Su Super" campaign has introduced over 1,000 viewing packages in cities like Yancheng and Suqian, resulting in a 72% increase in order consumption and a 50% increase in transaction volume [4] Group 3 - Local businesses, such as a street barbecue shop in Changzhou, have gained significant visibility and sales as sponsors of the "Su Super" league, with a 732-fold increase in Douyin search volume over the weekend [6] - The "Follow Su Super" initiative, running from June 10 to September 27, aims to enhance consumer experiences in match cities, leading to a surge in spending during weekends [6] - Douyin's platform will continue to offer high-quality "Su Super" packages to support the summer "event economy" in Jiangsu [6]

Core Insights - The "Su Super" league has significantly boosted local businesses in Changzhou, with a notable increase in consumer spending and engagement on platforms like Douyin [1][6]. Group 1: Business Impact - Douyin group purchase orders in Changzhou increased by 42% from June 21 to 22, with restaurant orders rising over 56% during the same period [1]. - The "土味" sponsor, Dongha Northeast Street Barbecue, saw a staggering 3074-fold increase in Douyin search volume, along with a 732-fold increase compared to the previous period [1]. - The "小恐龙" from the Changzhou China Dinosaur Park gained popularity, leading to a 125% increase in weekend group purchase orders for the park [4]. Group 2: Promotional Activities - The Tianmu Lake scenic area launched a promotional campaign offering free admission to bald visitors, which resulted in a 456% increase in Douyin live broadcast orders from June 21 to 22 [6]. - The Tianmu Lake also introduced special ticket offers, including children's tickets priced as low as 0.1 yuan, attracting significant attention [6]. - Douyin's initiative "Follow Su Super to Explore Jiangsu" aims to enhance business growth for Jiangsu merchants, leading to a 225% increase in leisure and sports group purchase orders and an 181% increase in in-store spending [6].

Core Insights - The report highlights a significant increase in consumer spending during the "May Day" holiday, particularly on the Douyin platform, indicating a robust recovery in offline consumption and diverse shopping demands across various sectors [1][3][10] Consumption Trends - Douyin's data shows that from May 1 to May 4, there was a 77% increase in family meal orders and a 45% increase in local cuisine orders, with accommodation orders rising by 79% [3][10] - Hotel and scenic area package orders surged by 116%, reflecting a strong demand for travel experiences [3][10] Night Economy - Major cities such as Shanghai, Zhengzhou, Fuzhou, Chengdu, and Beijing led the night economy, with vibrant activity in commercial areas and food streets from 6 PM to 6 AM [3][10] Popular Activities - Concerts and KTV bookings saw substantial growth, with orders increasing by 162% and 54% respectively, while jewelry orders skyrocketed by 356% [5][10] - Clothing and footwear retailers experienced a remarkable 462% increase in order volume during the holiday [5][10] Emerging Travel Trends - The report notes a rise in "small town tourism" and "culinary tourism," with Douyin orders for accommodation and dining in cities like Tongling and Yichun increasing by 491% and over 300% respectively [6][8] - Traditional towns and villages became popular tourist spots, with some experiencing order increases of up to 865% [8] Family-Oriented Activities - Family-oriented activities gained traction, with orders for family dining and accommodation rising by 86% and 84%, respectively [9][10] - Theme parks and unique vacation spots, such as the Zhengzhou Haichang Ocean Park, reported full bookings and significant sales growth [10] Future Outlook - Douyin plans to enhance consumer experiences during holidays by expanding customer service and monitoring order issues, aiming to support merchants and promote cultural tourism development [10]