Shulou(Shulou.com)11/24 Report--

2023 is the year of boosting consumption. In order to promote the recovery of regional consumption, Shenzhen Nanshan District Bureau of Industry and Information Technology launched a series of measures to promote consumption, linked Douyin living services, etc., and launched a special activity of "HiGo Nanshan, see Shenzhen good Life" on Douyin platform to distribute consumption coupons to cover Douyin consumption and payment scenarios. From December 18, 2022 to February 19, 2023, a total of 39 million yuan of consumption coupons were distributed, covering four major sectors: catering, retail, hotel accommodation and e-commerce department stores.

Douyin Life Services, on the one hand, rely on the advantages of the platform to improve the access rate, on the other hand, integrate talent and offline resources to expand influence, achieve a significant consumption boost effect, and help regional markets get off to a good start in the New year. According to Douyin Life Service estimates, as of February 21, the Douyin topic # higo Nanshan cumulative exposure reached 220 million, consumption coupon write-off amount of more than 33 million yuan, directly driven consumption amount of 213 million yuan, consumption coupon direct leverage ratio of 213 million yuan Food and beverage consumption coupons were distributed at 20 million yuan, and the issuers reached a total transaction value of 190 million yuan during the activity period, and the overall consumption leverage ratio of the catering industry reached 9.5%.

Help Nanshan catering merchants live broadcast + short video to create the most popular consumer festival

On December 18, 2022, the event was unveiled in Times Square, New York, USA. At the same time, Douyin Life Service, relying on the dual-end creators of Douyin and Jinri Toutiao, launched a special live broadcast of the event and continued heating, launched the artificial momentum of the head of the Great Bay area, and linked offline landmarks, big screens, popular sign-in points and other multi-scene publicity channels, the full matrix made efforts to create hot event marketing, and helped the whole Dawan area to witness a beautiful Nanshan.

Centering on New Year's Day and the Spring Festival theme node, Douyin Life Service launched the second round of key consumption coupons distribution, jointly with regional catering merchants, platform quality talents and service providers, and set up special live rooms for various types of activities. Bulk distribution of consumption voucher benefits. Around the themes and consumption scenes such as "New year goods Hi Shopping Carnival", "Nanshan Hi Food Festival" and "Nanshan Science and Technology good things", businesses and talented people released 100 + theme live shows, promoting the continuous surge in the popularity of activities and the transformation of consumption.

Many key businesses in Nanshan District have achieved a series of breakthroughs in store sales and brand volume by virtue of this consumption voucher activity. For example, Honglicun, a Guangdong specialty catering brand, will deploy additional manpower to build its own team to upgrade the live broadcast frequency from weekly broadcast to daily broadcast during the consumption voucher event, with a single-day live broadcast duration of 2 to 3 hours. With the increase in consumer enthusiasm brought about by consumption coupons, the average transaction volume per game in Hongli Village has doubled compared with that before the event. And popular Japanese food brands tens of thousands of meals online consumption coupons only a week, its payment transaction volume exceeded 5.34 million.

In this regard, Honglicun brand operations manager Zhou Yingyu said: "through the talent matrix and platform traffic support, this consumption voucher activity access rate and transformation benefits beyond imagination." According to Zhou Yingyu, compared with the previous Pin Xuan short video, the GMV conversion of the short video during the event increased by 400% month-on-month, while the high-priced consumption coupons over 300-100 effectively led to the conversion efficiency of online high-priced group-buying products, and the transaction volume increased by 50% month-on-month.

Stimulate the enthusiasm of multi-party participation, promote and benefit the people to highlight the social value.

At the hot consumption nodes such as work Day, Lantern Festival and Valentine's Day, Douyin Life Service also joined with key business areas and merchants in Nanshan District to launch theme-limited commodities, packages, and a collection of "stay deep for the Spring Festival dou to come to Nanshan for profit" and "I guess you still have a coupon" two hot events marketing to boost offline consumption during the Spring Festival At the same time, a special short video ranking competition was launched to provide flow incentives for works that share the consumption experience in Nanshan. More than 500 works were solicited during the event, which not only stimulated users' enthusiasm for consumption and creation, but also promoted the further outbreak of the activity volume.

Shenzhen head cuisine category up to Renhaiqing (Douyin: sea eating Guangdong) deeply participated in consumption voucher activities, helped to distribute 10 million yuan of food and beverage vouchers in the studio, and cooperated with Shenzhen high-quality catering brands such as ten thousand meals, Mingmen feast, GAGA fresh words, etc., to promote the general discount package for Lantern Festival and Valentine's Day, which effectively promoted Nanshan catering businesses to warm up their consumption at the beginning of spring.

"it is not too much to describe the effect of this event with two amazing words!" Haiqing said that compared with the previous live broadcast results, the volume of single live broadcast transactions during the consumption coupon distribution period increased by as much as five times. When it comes to the reasons for such achievements, Haiqing believes that it is the endorsement of the Nanshan District government and Douyin platform, which has promoted the resources and flow support of high-quality merchants. "as a talented person, I have the courage to bring goods. I can not only get real welfare for my fans, but also help enhance the consumption vitality of Nanshan, which is of great social significance," Haiqing said.

Since 2022, Douyin Life Service has successively completed cooperation with 24 provinces and municipalities, including Hubei Province, Chongqing Municipality and Nanjing City, to issue consumer coupons with a total amount of nearly 200 million yuan. In the future, Douyin Life Service will continue to link more resources, carry out rich marketing activities, stimulate users' new life, and help merchants do good business.

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