Core Insights - The local lifestyle market, particularly in the dining sector, is seeing increased competition among platforms, with Douyin aiming for a GMV of over 300 billion in 2024 and Kuaishou focusing on local group buying [1] - Restaurants are diversifying their marketing strategies across various platforms, moving away from a sole reliance on Dazhong Dianping [2][3] - The online penetration rate for dining services is approximately 10%, indicating significant market potential [3] Group 1: Platform Developments - Douyin is enhancing its support for the dining sector, while Kuaishou is targeting lower-tier markets with its group buying initiatives [1] - Xiaohongshu has introduced features like "local" and "nearby" to help local merchants gain visibility [1] - In 2025, Gaode launched a "Street Ranking" based on user behavior data to rank local businesses [1] Group 2: Merchant Strategies - Restaurants are increasingly utilizing platforms like Xiaohongshu and Douyin for marketing, with many now recognizing the importance of online promotion [3][4] - Some merchants prefer Xiaohongshu for its ability to cultivate a loyal customer base through content sharing and appointment-based models [4][6] - In smaller cities, restaurants often rely on local word-of-mouth and social media platforms rather than Dazhong Dianping [9] Group 3: Marketing Budget and Effectiveness - Despite increased marketing awareness, many merchants are facing tighter budgets, leading to more cautious platform selection [10] - Merchants are exploring various paid promotional options on platforms, including Dazhong Dianping's merchant services and advertising [11][13] - The effectiveness of marketing efforts varies, with some merchants expressing regret over their spending without achieving desired results [15] Group 4: Platform Challenges - Dazhong Dianping must enhance its credibility and trustworthiness to attract more merchants and consumers [16] - Xiaohongshu faces challenges regarding the authenticity of its promotional content, which can lead to consumer skepticism [16] - Douyin's challenge lies in converting impulsive purchases into repeat customers, with low redemption rates for group purchases [17][18] Group 5: Future Outlook - The competition in the local lifestyle market is intensifying, with platforms needing to adapt to changing consumer behaviors and preferences [16] - Merchants are likely to adopt a multi-platform strategy to optimize their marketing efforts and ensure customer retention [18]

Core Viewpoint - The article discusses a significant market opportunity in lower-tier cities, particularly for local businesses leveraging digital marketing through platforms like Douyin, highlighting the potential for growth and the challenges faced by local merchants in adapting to online operations [3][14]. Market Size and Untapped Local Demand - Douyin's monthly active users have reached 1 billion, with 54.7% of users from third-tier cities and below, indicating a vast market potential for local businesses [3][9]. - The average daily usage time on Douyin is over 1.55 hours, suggesting that users in lower-tier cities may spend even more time on the platform due to their relatively simple lifestyles [7][10]. - Lower-tier cities account for approximately 70% of the population, with county economies contributing to 38% of the national GDP, showcasing the economic significance of these markets [13]. Low Competition Intensity Among Local Businesses - Many local businesses in lower-tier cities rely on traditional operating methods and have not fully embraced online marketing, leading to a significant gap in online group-buying offerings [14][15]. - The competition in these markets is characterized by a lack of awareness and willingness among local merchants to adopt online strategies, creating a competitive advantage for those who do [16][17]. Unique "Micro-Innovation" Opportunities in Small Markets - Local businesses only need to master basic online operations to outperform the majority of their competitors, as the overall competition is still in its infancy [20][22]. - The penetration rate for local life services via group buying is only 38.4%, indicating substantial room for growth and the potential for new market entrants to thrive [22][23]. Strategies for Local Businesses - Local businesses can succeed by implementing three key strategies: 1. Setting up group-buying offers on Douyin with simple operational steps [21]. 2. Regularly posting engaging content related to their services to attract local customers [21]. 3. Building community engagement through social media to foster customer loyalty and repeat business [21].

我们把视角拉回机会和红利层面。上个月，我回了一趟老家小县城，这是一座只有10万人口、电子支付普及、但一半电影票仍通过前台售出的山西北部小 县城。我表姐夫找到我，想让我帮他在抖音团购，上架他新开的台球社。 我检索了一下，在抖音的搜索结果里，县城只有2家台球厅设置了抖音团购，销量400+。而表姐夫新开的台球社，在没发布短视频导流的情况下，上线当 天，就售出2单。 我意识到，无论是在市场体量维度，还是在竞争维度，抖音本地生活都给县城商家带来了极大的机会。 这可能是一个时间窗口长达10-18个月的市场机会，当然换个角度讲，这也是县城本地商家新一轮淘换战的序章。迈过去，就有了数字营销的新入场券； 迈不过去，兴许在这一波浪潮中，一些县城的门店就要凋零消亡。 根据QuestMobile和开源证券的数据，抖音的月活跃用户已经高达10.01亿，其中，三线及以下城市用户，占比为54.7%，这意味着，对于县城的本地生活 商家来说，有一大片巨大的市场红利等待挖掘。而且最关键的是，由于市场发展的滞后性和县城经济本身的特性，对于走在数字营销前列的商家来说，竞 争的烈度也并不大，能够比较容易脱颖而出。 一、庞大的市场体量与未被充分开发的本 ...