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 Insights - Douyin Life Services launched a new "Private Message Customer Acquisition" model and "AI Instant Use" solutions to help businesses in sectors like automotive and home goods expand customer acquisition channels and improve customer quality [1][15] - The private message business saw a 34% year-on-year increase in user numbers and a 25% increase in conversation volume over the past year, with over 90% of lead-based businesses integrating private messaging as a core operational link [1] Summary by Sections Private Message Product Capabilities - Douyin Life Services focuses on enhancing the entire private message product chain, building four core capabilities: efficiency improvement, intelligent driving, momentum amplification, and experience renewal [2] - The platform aims to improve lead scale and quality, achieving dual benefits in message volume and effectiveness [3] Efficiency Improvement - The private message user touchpoints include short videos, live broadcasts, and search, with live broadcast one-on-one responses helping businesses engage more users [3] - Features like welcome messages and question lists assist businesses in engaging users, while one-click lead capture supports easy information retention [3] - Over 60% of businesses have implemented pre-screening for intent, resulting in a 25% increase in communication rounds and a 22% increase in intent rates [3] Intelligent Driving - The platform invests heavily in AI customer service capabilities to address issues like insufficient customer service teams [4] - Multiple versions of AI customer service products are developed to assist businesses in transforming and improving efficiency [4] Momentum Amplification - By enhancing the quality of private message reception, the platform aims to ensure a positive user experience and promote business growth [4] - Standards for quality private message service have been established, encouraging timely responses and effective consultation [4] Experience Renewal - The private message management platform has been upgraded for clearer and more convenient management for businesses [5] - The system allows businesses to express their needs, automatically configuring underlying capabilities [5] AI Instant Use Solution - The AI Instant Use solution is designed to help businesses efficiently manage private message reception, addressing common issues like insufficient manpower and low efficiency [6] - It features intelligent capabilities that enhance user interaction and improve business outcomes [8] Performance Metrics - Businesses using AI Instant Use have seen a 1.3 times increase in first response rates and a 12% improvement in user conversation ratings [9] - The solution has led to a 41% increase in user engagement rates and a 36% increase in lead retention rates [9] Practical Business Strategies - Douyin Life Services provides practical methods for businesses to leverage private messaging, including using platform tools effectively and ensuring organizational collaboration [11][14] - The platform will launch the "Gravity Plan" in 2025 to support various businesses with specialized policies [15]

Group 1 - The core viewpoint of the article is the launch of Douyin's new "private message" product and "AI on-demand" intelligent solutions aimed at enhancing customer acquisition and service efficiency for businesses [1] - The "private message" business has seen significant growth over the past year, with a user increase of 34% and a conversation volume increase of 25% [1] - Over 90% of lead businesses are currently utilizing the "private message" feature, which has become a primary channel for industries such as automotive and home furnishings [1] Group 2 - The new "private message acquisition" model is designed to help lead-based businesses expand their customer base and improve the quality of customer resources [1] - The "AI on-demand" solution aims to enhance the efficiency of business reception, indicating a focus on technological integration in customer service [1]