刚刚过去的这个黄金周，在线下的各大商场、餐饮店乃至高铁、机场，你很容易看到这样的景象：打到电梯里的榜单广告、餐饮店门口摆放着整齐划一的 各类榜单推荐。 阿里、美团、抖音以及小红书在这个国庆，都试图以"榜单"包揽消费者吃喝玩乐的心智。 高德在国庆第3天宣布扫街榜"累计去重用户超4亿"。美团发布最新数据也显示，9月以来，"必吃榜"、"必玩榜"的搜索量同比分别提升96%和145%。 另一边的抖音和小红书也没有错过"榜单大战"。 小红书以"小红卡"低调入局，抖音生服"心动榜"从餐饮拓宽至酒旅，覆盖的城市和餐饮也呈现出下沉趋势。 最新数据显示，10月1日至10月7日，地方菜抖音团购销售额同比增长76%，秋季饮品增长57%，住宿增长50%。 巨头们表面上争的是榜单，实际争夺的是本地生活到店的平台心智入口。 这场即时零售的战火已然从年初的外卖到家已逐渐拓宽至到店业务，明显的迹象是，巨头们不仅在争做更好的榜单，还在尝试更多动作，包括更丰富的内 容生态、打通更多的流量入口以及加码团购来优化供给，以此来夯实自身在本地市场的优势。 可以确定的是，这个国庆是各家展现和检验能力的试炼场，也是下一轮常态化竞争的起点。 1、国庆"榜单大战 ...

10月8日，抖音生活服务发布国庆假期消费数据。数据显示，10月1日至10月7日，平台上餐饮、住宿、美妆个护、 服饰鞋帽等多个类目消费火爆，味蕾游、小城游、周边游颇受青睐，非遗国风消费、体验式消费等带动地方文旅 消费再创新高。 双节带动线下多类消费，餐饮、住宿、购物等团购额增长显著 受国庆中秋双节8天超长假期推动，大众出游、购物休闲热情高涨，带动线下多类消费强劲增长。数据显示，国庆 假期，地方菜抖音团购销售额同比增长76%，秋季饮品增长57%，住宿增长50%。期间，中秋送礼、应季焕新等需 求爆发，带动美妆个护团购销售额同比增长213%、服饰鞋帽增长204%，家居家具和珠宝首饰也分别增长了70%和 52%。同时，假期平台宠物洗护团购额增长152%，洗车和加油站相关销售额增长了110%和43%。 国庆前夕，一位在江西景德镇卖炸鸡排的摊主因其特色经营方式意外走红，受到诸多关注。假期期间，景德镇抖 音团购整体订单量同比增长了83%。内容"种草"不断扩大影响，连带鸡排炸串团购也大受网友欢迎，订单量同比 增长76%。 非遗等"体验游"受欢迎，文旅消费再创新高 抖音生活服务数据显示，假期期间，体验式消费渐成主流。其中。古镇古 ...

10月8日，抖音生活服务发布国庆假期消费数据。数据显示，10月1日至10月7日，平台上餐饮、住宿、 美妆个护、服饰鞋帽等多个类目消费火爆，味蕾游、小城游、周边游颇受青睐，非遗国风消费、体验式 消费等带动地方文旅消费再创新高。 双节带动线下多类消费，餐饮、住宿、购物等团购额增长显著 受国庆中秋双节8天超长假期推动，大众出游、购物休闲热情高涨，带动线下多类消费强劲增长。数据 显示，国庆假期，地方菜抖音团购销售额同比增长76%，秋季饮品增长57%，住宿增长50%。期间，中 秋送礼、应季焕新等需求爆发，带动美妆个护团购销售额同比增长213%、服饰鞋帽增长204%，家居家 具和珠宝首饰也分别增长了70%和52%。同时，假期平台宠物洗护团购额增长152%，洗车和加油站相关 销售额增长了110%和43%。 抖音生活服务数据显示，假期期间，体验式消费渐成主流。其中。古镇古城成为了人们文旅游玩的热门 选择，抖音团购订单环比增长高达299%。同时，动物园、水上乐园团购订单分别环比增长196%和 152%。值得注意的是，国风起、妆为媒，古风妆造成为了年轻游客的"新宠"，抖音团购订单量环比增 长了111%。此外，博物馆也是大众文化游 ...

9月27日，"苏超"常规赛最后一轮比赛在江苏省六座城市同时打响。经过激烈角逐，南通队、南京队、徐州队、盐 城队、无锡队、泰州队、连云港队、淮安队晋级八强。赛场内高潮迭起，赛场之外，江苏省线下消费热情持续高 涨。数据显示，自5月10日至9月15日，江苏全省抖音团购订单同比增长23%，销售额同比增长66%。其中，无 锡、常州、宿迁等城市团购消费增长尤为明显。 从南通队力压南京队引发"南哥之争"，到徐州队对阵宿迁队延续"楚汉千年争霸"，再到接连输球的苏州队、无锡 队、常州队被戏称为"太湖三傻"……"苏超"开赛四个多月以来，热梗不断，带动赛事热度持续高涨。其中，连续8 场比赛0进球的常州队，更是被调侃"输得连'巾'都不剩"，赚足流量，成为团购消费增长最快的城市之一。据统 计，每逢比赛周末，都会有若干"苏超"相关内容冲上抖音热榜，大量当地美景、美食借助赛事和短视频"出圈"。 江苏省各地美食被"种草" | 封面 周灰实报 评分 理念: | | | 图面 相册 项目 网友赢钱 评价 | | 4.3W人打卡 | 1/1000 > | | | --- | --- | --- | --- | --- | --- | --- | ...

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].

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].