Shop exploration is a new format of the Internet, connecting consumers and merchants, discovering good places for consumers to eat, drink and have fun, and bringing customer flow and revenue to millions of merchants. On October 24, Douyin Life Services, Giant City Research Institute, and Xinbang released the "2023 Shop Exploration Data Report" (hereinafter referred to as the "Report"). According to the report, from January 1 to September 30, 2023, Tandian brought 72.9 billion yuan of economic benefits to small and medium-sized businesses, and 580,000 people on Douyin gained stable income through Tandian.
In January 2021, Douyin Life Service was officially launched, relying on Douyin POI (Point of Interest), short videos, live broadcasts, search, etc., to provide users with rich and unique life experiences, and provide businesses with an inclusive and fair healthy business ecology. According to the report, since 2023, there have been more than 1.27 billion videos related to Douyin Tandian Store, and the number of influencers who have entered the Douyin Life Service Group Purchase Center has increased by 289%. Douyin has become one of the reference platforms for users to eat, relax and travel, and more and more users find and plant their favorite places on Douyin.
Who makes and publishes the shop tour video? The report shows that Chongqing, Chengdu and Shanghai are the most active and have a large number of experts. Among these shopkeepers, 40% are men and 60% are women. They are mainly between the ages of 24 and 50, and 39% of shop visitors are concentrated in their 30s and 40s. Among them, 8.59% of the experts in first-tier cities and 70% in second-tier cities and below.
What content are consumers, influencers, and merchants interested in? According to the report, the restaurant industry is the most visited by the restaurant. The most popular among users are the attractions and drinks, Western food, local cuisine, hot pot and other industries. The most popular content of the shop is the content of attractions, hotels, drinks, beauty and body, local cuisine, and other industries. The industries with the most demand for merchants to publish shop exploration content are fast food snacks, regional dishes, popular/special dishes, hot pot, bread and desserts, etc.
Talent exploration is becoming an important way for small and medium-sized micro businesses to obtain economic increments. The relevant person in charge of Douyin life service introduced that on the merchant operation platform Douyin customers, merchants match shop explorers by publishing shop exploration orders, and such orders are called "business orders". According to the report, small and medium-sized merchants such as restaurants posted orders through the Douyin platform increased by 98% year-on-year. The massive amount of shop exploration content of shop explorers has brought economic benefits of 72.9 billion yuan to small and medium-sized businesses, a year-on-year increase of 193%, almost doubling.
Influencers generally visit stores through live broadcasts and short videos. Among them, live streaming increased merchants' revenue by 10 times year-on-year, and short videos increased merchants' revenue by 92% year-on-year. The short video of Daren Tandian brings the most economic benefits to sub-industries such as hot pot, Western food, regional cuisine, popular/special dishes, hotels and guesthouses. Daren live streaming brings the most economic benefits to travel agencies, hotels, Western food, beverages, hot pot and other sub-industries.
While discovering good places to eat, drink and have fun for the majority of users, and bringing new customers and new income to merchants, experts are also getting their own remuneration. According to the report, there are 1.65 million influencers who earn income on Douyin, a year-on-year increase of 131%. Shopkeepers below 10,000 fans earn more than half of the commission. The cities with the fastest growth in income in 2023 are third-tier cities such as Zhangjiajie, Lhasa and Tongliao.
Which industries and cities are the most profitable? According to the report, the industries with the highest per capita income are travel agencies, pan-theme parks, popular/local cuisine, etc. The cities with the highest per capita income are Sanya, Beijing, Haikou and so on. The industries with the fastest growth in income are flower and bird insects and fish markets, travel agencies, print photography, physical examination centers, performance venues, etc.
Douyin Life Service 2023 Shop Exploration Report (Full Version)
Cover News Reporter Guo Wenjuan
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