In the past year, with the phenomenal popularity of cultural tourism events across the country, while the atmosphere of urban fireworks has returned, local consumption rooted in people's lives has gradually recovered its vitality. Whether it is eating, living, traveling, traveling, shopping, or entertainment, when more and more people choose to make group purchase appointments directly online or place orders instantly, the majority of local businesses that have been serving offline for a long time will inevitably face challenges and changes in their marketing and business models.
Recently, the Giant Engine Local Consumption Business Center, together with Giant Computing and Kantar, released the "White Paper on Innovative Marketing and Operation of Giant Engine Local Consumer Merchants", based on the overall insight into the local consumer market and marketing development trends, and in view of the business and marketing pain points encountered by local merchants in their online transformation, the platform value, product and model upgrades provided by Giant Engine and Douyin for the majority of merchants have been comprehensively sorted out. With the support of the three iterative capabilities of the marketing chain, as well as the two sets of innovative "business experiences" created for offline stores and online retailers, with the support of scientific marketing and operation integration strategies, local merchants can find the right direction for business growth in the dark tide of market changes.
In 2023, the national economy will stabilize and rebound, the local consumer market closely related to a better life will show a strong rebound, the catering and accommodation, leasing and business services sectors will continue to grow at a high rate every quarter, and the number of domestic trips and expenses will also increase significantly.
As local businesses have tried to use the online traffic of various platforms to feed offline customer flow, extending their business from in-store to home, online and offline linkage operations have become more normalized, and the model has become more and more mature. Especially when interest and experience have become the key factors driving consumer decision-making, many businesses have begun to pay attention to the construction of local content to stimulate consumer interest and display consumer experience, and content platforms have gradually penetrated into the business operation of local merchants.
At the marketing level, content platforms have also injected new vitality into local businesses. At the same time, rich and authentic local content runs through the whole interactive path of merchants and consumers from purchase, experience, to sharing, to retention and repurchase, which has become the key to improving the marketing efficiency of local merchants.
In the face of the trend changes in the industry, operation and marketing, it is undoubtedly the top priority for businesses to quickly adjust their marketing and business strategies. However, for most traditional local businesses, they will naturally face many difficulties when laying out new marketing and business strategies, such as the lack of effective localized content marketing strategies, the difficulty of online and offline integration operations, the low efficiency of marketing conversion, and the lack of scientific evaluation system and optimization guidance.
As a result, in the new closed-loop link, content has become the key to the integration of integrated marketing and operation, and content platforms with local consumers, local content ecology and local merchants' online positions have become strategic partners for local merchants' business growth.
In the implementation of the strategy of integrating marketing and operation of local merchants, the giant engine has brought iterative assistance in three aspects. In terms of platform value iteration, more than 600 million daily active users and 420 million local interest users have built a huge user and traffic base, and the active and high-quality local content ecology has driven the rapid growth of local life services and local e-commerce business. In terms of marketing link iteration, the massive engine also provides corresponding solutions and tools to drive consumers to smoothly transform from Douyin content to trading and shelf fields, and work with local merchants to achieve long-term growth.
In view of the different business growth goals of local merchants operating offline stores and online retail, the Local Consumption Business Center of Giant Engine has sorted out two sets of innovative marketing and operation solutions for local merchants operating offline stores and online retail based on long-term practical experience and method summary: "Store Growth Business Experience" and "New Retail Business Experience" The organic combination of theory and practice can effectively help local businesses achieve growth through existing methodologies to guide merchants to form business and marketing strategies, as well as targeted solutions and tool operation guides.
"Store Growth Business Experience" plans the corresponding content marketing strategy, business strategy and brand strategy according to the business goals of merchants at different growth stages. For example, in the opening stage, the "business division" tool of the giant engine can help merchants refine and quantify their business capabilities, lay a good business foundation, and assist in the layout of "short video-live broadcast-search" local content marketing in an all-round way to improve the popularity and conversion efficiency of the store; Private domain management and brand building also provide detailed strategic guidance for local businesses.
Based on the advantages of Douyin's new retail traffic and fulfillment capabilities, in order to promote the rapid growth of the two major formats of cloud retail and instant retail, "New Retail Business Classic" has built a set of innovative business and marketing methods around the three core elements of "goods-field-people" of retail essence. "Goods" refers to the use of the four-quadrant tool of retail goods to determine the merchant's pallet, so as to optimize the goods and improve inventory management capabilities; "Field" helps merchants use high-quality live broadcast to revitalize store resources, restore offline shopping scenes, and activate consumption actions by formulating store live broadcast standards; "People" helps local merchants attract traffic across the whole region through marketing tools, continue to operate and drive fans to consume and repurchase.
The restoration of public life order not only brings more diversified dividend development space to the local market, but also brings great challenges to the transformation of business logic and marketing methods for the majority of local businesses. As the integration of online and offline consumption scenarios accelerates, and consumption gradually tends to interest experience, local content has become an important link between consumers and businesses. Doing a good job in refined content marketing and opening up the synergy between online and offline business operations has also become the only way for many local businesses to improve conversion efficiency.
In the face of trends and challenges, Douyin and Big Engine not only provide local businesses with platform value, product and model upgrades, and iterative support of the triple capability of marketing links in the implementation of the strategy of marketing and operation integration, but also provide scientific strategic guidance and practical guidance for local businesses of different types and growth stages and their differentiated business operation goals. Through the local content power in the Douyin ecosystem, the ability to localize regional precision delivery, and scientific operation and marketing tools, we can help merchants further inject fresh vitality into local consumption, comprehensively improve operational efficiency, and help local businesses grasp growth opportunities, accelerate their running, and grow their business.
If you want to fully decode the scientific growth method of local merchants, click the link to view the full white paper: Massive Engine Local Consumer Merchants Innovative Marketing and Operation White Paper - Arithmetic Report - Mega Arithmetic