人民财讯11月7日电，11月7日立冬当天，抖音生活服务发布"冰雪消费数据前瞻"。数据显示，9月1日至 10月31日，平台"冰雪"相关内容数量同比增长112%，获赞同比增长68%，分享同比增长51%。从交易数 据看，冰雪相关抖音团购销售额同比增长24%。 ...

Core Insights - The "Su Chao" event has significantly boosted the night economy in Jiangsu, with Douyin group buying orders increasing by 25% year-on-year during the event period [1][2] - The event has led to a remarkable rise in various sectors, including food, tourism, and entertainment, showcasing the economic impact of sports events on local businesses [1][3] Group 1: Event Impact on Consumption - From May 10 to October 20, Douyin's "Su Chao" related content received 37 billion views, with over 430 million likes and 1.1 billion shares [1] - Jiangsu's Douyin group buying orders increased by 24% year-on-year, with sales up by 68%, indicating a significant enhancement in consumer spending power [1] - The event has driven a 55% increase in restaurant group buying sales, with specific dishes like radish fried rice seeing a 41-fold increase in orders [1] Group 2: Night Economy Growth - Nighttime Douyin group buying orders in Jiangsu grew by 25% year-on-year, with sales increasing by 66% during the event [2] - Popular night markets included Suqian Jiuding Night Market and Xuzhou Ben Chao Night Market, reflecting a shift in consumer behavior towards nighttime activities [2] - Jiangsu's commercial districts saw a 93% increase in order volume and a 141% increase in sales, highlighting the event's role in revitalizing local economies [2] Group 3: Tourism and Entertainment Boost - The event spurred a 32% increase in Jiangsu's travel group buying orders, with hotel bookings rising by 51% and sales by 62% [2] - Popular tourist attractions included Huai'an West Journey Amusement Park and Nanjing Niushou Mountain Cultural Tourism Area, indicating a trend towards experiential travel [2] - The event also stimulated the leisure and entertainment sector, with related group buying orders increasing by 40% and sales by 117% [3]

Core Insights - The recent National Day holiday saw major platforms like Alibaba, Meituan, Douyin, and Xiaohongshu engaging in a "ranking war" to capture consumer attention in local dining and entertainment [1][2][3] - The competition has expanded from food delivery to in-store services, indicating a shift in focus towards local life and the optimization of supply through enhanced content and promotional strategies [2][3] Group 1: Ranking War Dynamics - The "ranking war" during the National Day holiday involved aggressive coupon distribution and content creation, with platforms competing to enhance their local service offerings [4][6][10] - High-value users are a primary focus for platforms, with strategies like Meituan's "member exclusive prices" and Xiaohongshu's paid membership model aimed at filtering out price-sensitive consumers [8][10] - Platforms are not just competing on rankings but are also enhancing their content ecosystems to improve local life services, with initiatives like Dazhong Dianping's "must-eat flavor collection" and Douyin's "hotel heart-throb list" [10][12][16] Group 2: Market Potential and Strategy - The in-store market is seen as having significant growth potential, with estimates suggesting it could reach 5.4 trillion yuan by 2028, driven by the recovery of offline consumption and the social attributes of short video platforms [18][20] - The synergy between in-store and delivery services is crucial, as platforms leverage their existing capabilities to enhance in-store experiences and drive consumer engagement [21][22] - The competition for in-store consumer mindshare is expected to be a long-term battle, requiring platforms to build robust ecosystems that integrate rankings and group buying effectively [22][25] Group 3: Long-term Challenges and Opportunities - The "ranking war" has the potential to disrupt traditional local service dynamics, empowering both merchants and consumers in the decision-making process [25] - Platforms must address the challenge of converting traffic generated by rankings into sustainable business for merchants, focusing on long-term customer retention beyond initial visits [25]

Core Insights - Douyin's life service platform reported a significant increase in consumer spending during the National Day holiday, with various categories such as dining, accommodation, beauty, and fashion experiencing robust growth [1][2][5] Consumption Trends - The extended holiday period from October 1 to October 7 led to a surge in offline consumption, with notable increases in group buying sales: local cuisine up 76%, autumn beverages up 57%, and accommodation up 50% [1] - Gift-giving and seasonal renewal demands drove beauty and personal care group buying sales up 213%, while fashion items saw a 204% increase [1] - Pet grooming services experienced a 152% increase in group buying sales, and car wash and gas station sales rose by 110% and 43%, respectively [1] Dining and Travel - Family travel and gatherings significantly boosted dining consumption, with group buying sales for family meals increasing by 99% and group meals by 51% [2] - Regional cuisines such as Huizhou and Yunnan saw substantial growth in group buying sales, with increases of 122% and 121%, respectively [2] Accommodation Insights - The holiday period also saw a notable increase in hotel bookings, with group buying sales for inns and homestays rising by 75%, and budget, mid-range, and luxury hotels increasing by 69%, 53%, and 49% respectively [5] - The introduction of a commission-free policy for hotel bookings on Douyin aimed to enhance service quality and user experience [5] Popular Destinations - Smaller cities with local characteristics gained popularity, with accommodation group buying orders in Kaifeng, Tangshan, and Chengde increasing by 157%, 147%, and 145% respectively [6] - The overall trend indicates a growing preference for unique local experiences during travel [6] Experience Consumption - Experience-based consumption became mainstream, with group buying orders for ancient towns and cities increasing by 299% [10] - Popular activities included visits to zoos and water parks, with group buying orders rising by 196% and 152% respectively [10] - Traditional crafts and cultural experiences, such as glass making and pottery, also saw significant increases in group buying orders, with growth rates of 270% and 206% [10] Urban Consumption Patterns - Major cities like Shanghai and Beijing demonstrated strong consumer spending, with various promotional activities enhancing local engagement [14] - Douyin's collaboration with local businesses and events aimed to boost the night economy and seasonal consumption during the holiday [14]

Core Insights - Douyin's life service platform reported a significant increase in consumer spending during the National Day holiday, with various categories such as dining, accommodation, beauty, and fashion seeing substantial growth [1][2][3] Consumption Trends - The National Day and Mid-Autumn Festival holidays led to a surge in offline consumption, with group buying sales for local cuisine increasing by 76% year-on-year, autumn beverages by 57%, and accommodation by 50% [2] - Beauty and personal care group buying sales skyrocketed by 213%, while fashion items saw a 204% increase. Home furnishings and jewelry also experienced growth of 70% and 52%, respectively [2] - Family travel and gatherings drove a significant rise in dining consumption, with group buying sales for family meals increasing by 99% and group meals by 51% [2] Accommodation Insights - The hotel sector benefited from the holiday, with group buying orders for various types of accommodations rising over 50%. Guesthouses and inns saw a 75% increase, while budget, high-end, and comfortable hotels grew by 69%, 53%, and 49%, respectively [3] - Douyin's platform introduced a commission-free policy for hotel bookings to enhance service quality and user experience [3] Experience Consumption - Experience-based consumption became mainstream, with group buying orders for ancient towns and cities increasing by 299%. Orders for zoos and water parks rose by 196% and 152%, respectively [7] - Traditional crafts and cultural experiences, such as glassmaking and pottery, saw group buying orders increase by 270% and 206% [7] Popular Destinations - The top ten ancient towns and cities favored by users included Lijiang Ancient Town and Fenghuang Ancient Town, driven by short video and live streaming content [10] - Douyin's platform also highlighted popular scenic spots, with significant increases in group buying orders for various attractions during the holiday [13] Urban Consumption Patterns - Major cities like Shanghai and Beijing demonstrated strong consumer spending, with group buying sales for fishing, camping, and farm stays increasing by 142%, 69%, and 63%, respectively [11] - Douyin collaborated with local businesses to promote events and activities, enhancing the holiday experience and boosting local economies [12]

Core Insights - The "Su Super" league has significantly boosted local consumption in Jiangsu Province, with a notable increase in offline consumer enthusiasm during the tournament period [1][3][5] Group 1: Tournament Impact - Eight teams advanced to the quarter-finals of the "Su Super" league, generating excitement and engagement among local fans [1] - The league has led to a 23% year-on-year increase in Douyin group purchase orders and a 66% increase in sales from May 10 to September 15 [1] - Cities like Wuxi, Changzhou, and Suqian have seen particularly strong growth in group purchase consumption [1] Group 2: Tourism and Hospitality - Hotel accommodation orders in Jiangsu Province increased by 55% on Douyin during the same period, driven by visitors traveling to watch the matches [3] - Popular tourist attractions such as Nanjing Niushoushan Cultural Tourism Area and Changzhou China Dinosaur Park have gained significant attention [3] - Various promotional activities, including free entry on match weekends and special tickets, have been implemented to attract tourists [3] Group 3: Food and Beverage Sector - The tournament has also highlighted local culinary offerings, with a 49% increase in Douyin group purchase orders for Jiangsu's intangible cultural heritage cuisine and a 209% increase in sales [3] - Influencers and local personalities have promoted regional dishes, further enhancing the visibility of Jiangsu's food culture [3][5] Group 4: Entertainment and Leisure - There has been a 40% increase in Douyin group purchase orders for leisure and entertainment services, with sales rising by 122% [5] - The demand for sportswear has surged, with a 113% increase in orders and a 155% increase in sales for sports and leisure apparel [5]

Core Insights - The "Su Super" league has significantly boosted offline consumption in Jiangsu province, with Douyin group purchase orders increasing by 23% and sales rising by 66% from May 10 to September 15 [1] - The league has generated substantial online engagement, with various humorous trends and discussions emerging on Douyin, contributing to the overall excitement surrounding the matches [1] Group 1: Economic Impact - Hotel accommodation orders in Jiangsu province increased by 55% during the same period, driven by visitors traveling to watch the matches [3] - Non-heritage food-related group purchase orders on Douyin saw a 49% increase, with sales soaring by 209% [3] - Leisure and entertainment consumption orders grew by 40%, with sales increasing by 122% [5] Group 2: Tourism and Local Attractions - Popular tourist attractions such as Nanjing Niushou Mountain Cultural Tourism Area and Changzhou China Dinosaur Park have seen increased visitor numbers, aided by special ticket promotions related to the league [3] - The league has led to the promotion of local delicacies, with influencers sharing their experiences and boosting local food culture [5] Group 3: Marketing and Engagement Strategies - Douyin has launched the "Follow Su Super to Explore Jiangsu" campaign, collaborating with local businesses to enhance the viewing experience [5] - Offline viewing events have been organized in cities like Huai'an and Xuzhou, featuring celebrity appearances to create a vibrant match atmosphere [5]

Core Insights - The competition among internet local life platforms in the "in-store" business is intensifying, with significant growth projected for the market, expected to reach 35.3 trillion yuan by 2025, with a compound annual growth rate of 12.6% [1][2] Group 1: Competitive Landscape - Major players like Alibaba, Douyin, and Meituan are aggressively competing for the in-store market, with Alibaba launching the "Street Ranking" and a 1 billion yuan subsidy plan [2][7] - Douyin has reported an 81% year-on-year growth in its local life business GMV, implementing initiatives like the "Smoke Fire Small Shop Support Plan" to enhance its market position [2][6] - Meituan is focusing on maintaining its market share with initiatives like the "Duck Seek" app, which emphasizes authentic reviews and has over 9 million restaurant partners [3][4] Group 2: Strategic Approaches - Meituan adopts a "defensive" strategy, leveraging its dual barriers of merchant partnerships and user reviews, while also expanding its offerings through the "Duck Seek" app [4][3] - Douyin employs a "mixed attack and defense" strategy, utilizing its content ecosystem to drive user engagement and sales conversion, with a reported sales figure of 320 billion yuan from January to August 2024 [6] - Alibaba's strategy focuses on filling gaps in the market with its unique "Street Ranking" system, which integrates real user behavior data into its scoring system [7] Group 3: Consumer Impact - The competition has led to tangible benefits for consumers, who now face a plethora of choices and discounts, but also experience challenges such as differing platform rules and complexities in redeeming offers [8][9] - The ultimate goal for these companies is to convert high-frequency in-store consumption into broader e-commerce purchasing power, aiming to tap into existing market growth [9]

Core Insights - The article discusses the challenges and lessons learned from opening a physical store after working in the internet industry for several years, highlighting the difficulties faced in the process and the importance of thorough market research and personal involvement in business operations [1][3][60]. Group 1: Reasons for Opening a Store - The company sought to explore a secondary income stream due to the downturn in the internet economy and the desire for a second growth curve [5][6]. - Previous attempts at various online projects yielded minimal results, leading to the decision to venture into physical retail [6][7]. Group 2: Financial Overview - Initial startup costs included a franchise fee of 50,000 yuan, renovation costs of 33,000 yuan, and equipment purchases totaling 35,000 yuan [10]. - Monthly operational expenses included salaries, rent, utilities, and high-cost consumables sourced from the franchisor [12][13]. Group 3: Market Research and Location Selection - Insufficient market research led to a lack of understanding of the wellness industry, particularly the specific needs of an acupuncture store, such as the necessity for a restroom [17][20]. - The chosen location was highly competitive, with numerous similar businesses nearby, which was underestimated during the selection process [23][25]. Group 4: Store Setup and Management Challenges - The company faced significant challenges during the store's renovation, particularly regarding air circulation systems necessary for the business [27][30]. - Recruitment of qualified staff proved difficult, with high salary expectations in the local market and a lack of understanding of the necessary qualifications for the role [34][36]. Group 5: Customer Acquisition and Marketing Issues - Initial customer flow was strong, but it declined sharply as the season changed, revealing a lack of effective marketing strategies to maintain customer interest [44][45]. - The reliance on a third-party team for customer acquisition led to high costs and poor customer experiences, damaging the store's reputation [47][51]. Group 6: Franchise System Limitations - The franchisor's operational model was found to be detrimental to the store's profitability, with low pricing strategies that attracted non-loyal customers [53][55]. - The franchise system was perceived as exploitative, prioritizing its own profit over the success of individual franchisees [57][59]. Group 7: Key Lessons Learned - The necessity for active involvement in store operations was emphasized, as absentee ownership typically leads to failure [60][62]. - The importance of recognizing the ongoing costs associated with running a business, including time and effort, was highlighted as a critical factor for success [68][71]. - The article concluded that the skills and experiences from the internet sector are not directly transferable to physical retail, suggesting a need for entrepreneurs to align their ventures with their strengths [80].

Core Viewpoint - The article highlights the transformative impact of short video platforms on small and medium-sized businesses, enabling them to expand their reach and enhance customer engagement through digital marketing strategies [4][12][27]. Group 1: Case Studies of Successful Businesses - A barbecue shop in Changzhou became the only individual sponsor in a major sports event, leading to a 732-fold increase in Douyin search volume, showcasing the power of digital marketing for small businesses [4][6]. - Guo Luncai, a young entrepreneur, leveraged her personal story and live streaming to grow her hot pot restaurant from one to seven locations in just over a year, achieving sales exceeding 500,000 yuan in a single live session [9][12]. - The Huabei Milk Factory utilized live streaming to connect with local consumers, resulting in a significant increase in sales and expansion from a few stores to 28 locations [16][20]. Group 2: Digital Transformation and Market Trends - The shift from a "three-kilometer economic circle" to a "national live broadcast room" illustrates how digital tools allow businesses to reach a broader audience, breaking geographical limitations [13][20]. - The report indicates that over 320,000 small and medium-sized businesses have expanded their online sales through platforms like Douyin, with order volumes increasing by 69% year-on-year [20][27]. - The article emphasizes the importance of emotional connections and unique experiences in attracting customers, moving beyond traditional competition based on price and service [22][23]. Group 3: Future Implications for Small Businesses - The digital transformation of small businesses is crucial for the overall economic transition in China, with service consumption projected to grow significantly in the coming years [27]. - The article suggests that the future will see deeper integration of online and offline business models, allowing small businesses to operate more efficiently and cost-effectively [27]. - The narrative concludes that every unique small business has the potential to be recognized and thrive in the digital landscape, emphasizing the value of authenticity and storytelling in marketing [26][27].