Do E for I, meet E then I, suddenly I ignore E, E does not speak, do E during the day... Since the beginning of this year, the most fashionable pop culture among young people is "I people and E people", which has set off a new wave of memes on the whole network. In fact, behind the explosion of I people and E people, it is not only the social carnival of young people, but also the changes in the lifestyle and consumption patterns of the new generation. This generation of young people, with multi-faceted personalities, switches freely between different identities, prefers novel and interesting experiences, and pays more attention to "atmosphere" consumption.
This is also a very important signal for life service businesses: when communicating with the new generation, businesses should not just monotonously deliver promotional information, but should go deep into the life scenes and states of young people, create interesting content and fun experiences, and resonate with young people at the same frequency.
Recently, M360 has paid attention to the "Fun Life Festival" launched by Douyin's life service comprehensive industry, which spans the golden autumn and Halloween, which has attracted a wide range of participation from people and people, and the festival is one-stop online and offline. More than 60,000 life service businesses play with young people.
The core of the response to the "Fun Life Festival" is "interesting". In the current business environment, interesting IP and content are the best "catalysts" to help businesses attract users' attention and obtain business increments. Through innovative theme planning, creative gameplay, and interesting experiences, young people are immersed in it, and it is natural for businesses to have business.
There is something new
The golden autumn Halloween innovation combination is interestingly staged
From the perspective of timing nodes, the "Fun Life Festival" is a very "innovative" IP, which is the first marketing campaign that innovatively combines the two different nodes of leisure golden autumn and warm Halloween, which fully meets the diverse consumption needs of users in different states of I people and E people, and helps merchants to operate steadily from October to November.
"Fun" is also a "mindful" insight, which is not only in line with the aspirations of Generation Z young people, looking forward to always having novelty and fun in life, but also very consistent with the tone of Douyin's life service. Every time young people open Douyin, they hope to meet with interesting experiences on the Douyin platform and make their lives more colorful.
It is worth noting that the initiator of this event, Douyin Life Service Comprehensive Industry, covers a wide range of categories such as leisure and entertainment, LE, beauty, and retail entry, from leisure and health to novelty fun, all kinds of life services are readily available. Therefore, no matter what kind of life young people like, there is always something for you to enjoy in the "Fun Life Festival".
Be creative
There are a lot of trendy ways to play online, and there are surprise collisions
For the new generation, good-looking has become a "rigid need", and fun is the "primary productive force". The main online venue of the "Fun Life Festival" focuses on a lot of creative gameplay, keeping up with the trend of young people. For example, the H5 event page is like an "online life park", which allows users to do tasks to get interesting energy, play lucky draw machines, snap up interesting things, unlock new surprise experiences, and also allow merchants to seamlessly integrate into the fun life of young people and cleverly acquire customers.
In line with the festive atmosphere, the live broadcast rooms of the participating merchants have created different styles such as haunted house style, card ventilation, cos cross-dressing style, etc., and then superimposed half-price surprise limited-time drop gameplay, so that I people can watch happily, buy smoothly, and easily get interesting things.
The appearance of the strange star promoter and the "super jumping" vivi Wang Wanfei is a surprise beyond expectations. In the TVC, vivi Wang Wanfei accurately hit the hearts of people I and E, and demonstrated how to switch between the two states of people I and E people in daily life, which deeply resonated with young people.
Douyin Life Service Business Observation
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At 7 p.m. on October 28th, Vivi Wang Wanfei brought a special Halloween live broadcast event with many brands such as Leke Sports, Hippocampus, and Helens in the official preferred live broadcast room of Douyin Life Service, which fully ignited everyone's enthusiasm for the festival and detonated the voice and sales of brand merchants.
Interesting
Offline immersive experience adventures are full of fun
The "Fun Life Festival" has surprises online and adventures offline. Douyin's comprehensive life service industry has teamed up with dozens of businesses to create a "Fun Life Market" at the "BFC Bund Fengjing" in Shanghai, a gathering place for fashionable hipsters, to push the festive atmosphere to a climax. VIVI Wang Wanfei landed on the scene and had fun with everyone. Halloween theme show, roadside concerts, cos drag challenges, fresh script killings and other fancy games are staged in turn, so that I people and E people can have fun at one time.
It's also a great opportunity for businesses to "make friends" with young people. In the interactive design of the "ghost hunting" game, I people need to do tasks to complete the stamps, these tasks are to let users go to different areas such as leisure and entertainment area, LE area, beauty area, wine area, etc., and the corresponding brand merchants "adventure", NPC interaction, booth interaction, photo check-in, etc. In the process of fun interaction and playing together, businesses can more easily capture the hearts of young people.
The offline adventures of the "Fun Life Festival" are "unlimited". Douyin life service also linked indoor and outdoor large screens, "dyeing the fun life atmosphere all over the city". When the dominium of Metro City, a landmark in Shanghai, was lit up by a super-large pumpkin, it sparked widespread heated discussions on social media. After users have "adventures" with these offline large screens, they can open Douyin and search for the keyword "Fun Life Festival", and they will have the opportunity to get surprise benefits from merchants.
There is a business
Good looking, shopping, fun, better buying, and consumption
The user's life field is the business field of the merchant. It can be seen that the "Fun Life Festival" has created an online and offline immersive lifestyle complex integrating content, play, experience, consumption, etc., bringing users a more interesting life experience and creating more business opportunities for merchants.
During the "Fun Life Festival", I people watched short videos, live broadcasts, participated in interactive games, shot and shared videos, and then went offline to play in the market, experience and buy merchant life services, which can be described as good-looking, easy to shop, fun and easy to buy. Throughout the process, merchants have abundant opportunities to flexibly integrate into all aspects, play with users, and achieve smooth conversions from online to offline to achieve business goals.
According to the data, the total exposure of the event exceeded 1.05 billion, more than 60,000 merchants participated in the event, and the total GMV of merchant payment exceeded 3 billion. Many brand merchants achieved breakthrough business growth during the "Fun Life Festival" through a variety of planting and bringing goods through self-broadcasting, talent live broadcast, short video content and other diversified ways of planting grass and bringing goods.
Epilogue:
From the perspective of business operation in the life service industry, the "Fun Life Festival" has brought a new enlightenment to merchants: only by following the "sense of ritual" of young people's yearning for life, truly focusing on the interests and needs of young consumers, and using good content and creativity to bring users a heart-warming and surprising experience, the business of merchants will naturally and smoothly occur in the journey of young people's interesting life.
With the continuous development of Douyin Life Service's in-store integrated business, merchants can look forward to more "interesting" activities brought by Douyin Life Service in the future, connecting users and merchants in a more creative way, allowing users to discover the wonder and beauty of life everywhere, and allowing merchants to continue to obtain new possibilities for business growth.