When you use Douyin during the Spring Festival, have you found the same thing as me?

In the video uploaded，There are more and more food, drink and entertainment content with "POI links"？You who were soured by the video，Can’t help but click on the link to find out，I found that the store location is clearly displayed on the details page、Business hours、Per capita consumption、Cumulative views, etc.，We also provide group purchase discounts that are being released for a limited time，And videos “posting orders” from celebrities/amateurs。

Compared to pictures and text，Is this kind of content more likely to inspire your desire to go to the store to pull weeds？

As understood，This is the "2021 No-Closing New Year · Urban New Year Taste Festival" event launched by Douyin in more than 20 cities across the country，On the one hand, it provides merchants with a “non-closing” activity window，Secondly, it also provides local users with specific information and preferential products of "open-ended" merchants。And grafted through the local KOL’s store visit，Achieve a New Year’s consumption feast from planting to pulling weeds。

But today our focus is not on the activity itself，But I want to send a clear signal to the outside world: 2021，Douyin’s first shot was not live streaming，But in local life，Or: after the Spring Festival battle，The "rigor" of Douyin and Meituan has been fully upgraded。

According to Cass’ observation，Douyin’s “City Page” has undergone significant changes，The "Eat, Drink, and Have Fun" channel is online at the top，Divided into: preferential group purchase、Hot list、Xindong Restaurant、4 modules of points activity，And open the preferential group purchase that accounts for the largest proportion of the article，It has the same sense of déjà vu as Meituan’s takeout—but what is displayed is not takeout，It is the preferential group purchase information from "Food and Dining" and "Hotels and B&Bs"。But has the page revision been applied to all cities across the country，Cath is not yet known。

Obviously，TikTok obtained the payment license and used the exclusive red envelope cooperation with the Spring Festival Gala to activate the payment function，Did not take any breaks during the Spring Festival，But the two major business layouts after accelerating the construction of payment 188bet app download infrastructure: the left foot is firmly on live streaming，The right foot is striding into the local life services that Internet giants covet。

Although，Douyin and Meituan at this stage、Ctrip’s competition，Perhaps it is limited to precise traffic diversion and publicity for merchants，But who knows: Douyin never sets limits for itself，What will be the next move？

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If not delayed by the epidemic，Let Douyin’s business focus “deviate” from live streaming，The toughness of Douyin and Meituan，Maybe it will come earlier。

As early as 2018，Douyin begins localization exploration。

Early 2019，Douyin teamed up with 10 B&Bs to launch the “B&B Season” event，Invited 24 travel experts to the B&B to shoot short videos，And recommended to users through information flow，To test whether B&B videos can directly stimulate consumers to complete closed-loop transactions on Douyin。Almost at the same time，“Doudian” function is online，Users can add store POI information to the videos they upload，To assist store promotion。

End of April 2019，Douyin Blue V has launched a “merchant” page with richer functions。On business page，Users can view various merchant information at a glance，such as: personality tag、Product Introduction、Team introduction, etc.。To help merchants better attract traffic to the store，Merchant function also provides 3 major conversion modules，Support users to make online reservations，Support merchants to claim store POIs and publish various promotions and coupons。

As soon as this function is launched，Attracted a large number of living homes、Used by daily necessities brands，But the volume of noise caused at that time was not high。Analysis of reasons: First, in 2019，The number of blue V enterprise accounts is small，Local lifestyle blue V accounts for less，And most of them are inactive；二，The purpose of Douyin opening this function，Mainly serving well-known brands with a large number of stores across the country (such as Watsons、Marketing demands of Weiyi customized home furnishings, etc.，Ordinary users only have two paths to view this page，The first is through the planting videos of experts (who the brand cooperates with)，The second is to actively search for blue V to view，There is no other public domain traffic entrance。

Until the second half of 2019，Douyin launched the annual blockbuster IP event - "2019 Douyin City Good Life Festival"，Only did Douyin see the possibility of entering local life。According to relevant information，This event has been launched in more than 30 cities across the country，The cumulative views of online topics exceed 10 billion，But this activity is still Douyin’s exploration of local culture and tourism，Didn’t focus on the ant soldiers、A longer-tail catering company。

For a long time afterwards，Douyin localization activities are decreasing，This is also affected by the epidemic，Douyin will focus more on the commercialization of live broadcasts。Until July last year，Douyin officially launched “Ticket Booking”、“Hotel booking” and other functions，It was interpreted by the outside world that Douyin was launching an attack on Meituan with its absolute traffic advantage。

From the current stage，The relationship between Douyin and Meituan is still very delicate，There is no absolute competition。一，Douyin cooperates with mini programs on mainstream platforms such as Meituan for both ticket and wine and travel business；二，The two parties also interacted a lot at the marketing level，Meituan is a frequent participant in Douyin topic challenges。September last year，Meituan also teamed up with Douyin to create the "Meituan Super Live Broadcast"，According to statistics，nearly 60,000 orders，Sales also exceeded 10 million yuan。

But while cooperating，Douyin has never given up the pace of independent exploration。The clearest signal was in December last year，ByteDance Commercialization Department has established a “Local Direct Business Center” dedicated to expanding local life business。After the original SMB (small and medium-sized customers) business line was cancelled，About 10,000 employees were transferred to this center in January this year，Service around life、Customer mining in cultural tourism, catering and other industries。The "City New Year Festival" mentioned above is a large-scale event sponsored by the direct operation center。

Without a doubt，2021，Douyin’s emphasis on local life is a foregone conclusion。And compared to any time，Cass thinks it is more mature at this stage，First, the epidemic has not only accelerated the development of live streaming e-commerce，It also catalyzed more local small and micro enterprises in the lifestyle category to embrace Douyin，According to the official data of the giant engine，As of October 2020，The number of Douyin enterprise blue Vs has reached 5 million，Among them，Ranked first in the retail industry；二来，Douyin payment infrastructure has been completed。Payment infrastructure completed，Another call to “Celebrate the New Year in situ”，Let the first wave of merchants who dare to take the plunge catch the crabs，Benefits brought to users at the same time，This will undoubtedly accelerate the development of local services on Douyin。

Why does Douyin focus on local life?

Everyone knows，Although Douyin has the trump card of “traffic”，But from the current stage，The main way to monetize traffic is still focused on advertising，The second is reward、Bringing goods, etc.，Douyin needs 188bet online sports betting to find new ways to monetize traffic，Local life is undoubtedly the preferred option。

First，From the Douyin gene，is very good at creating “Internet celebrities”，From 2018 to now，The Internet celebrity brand achieved by Douyin、Internet celebrity store、Internet celebrity hits are everywhere，Take internet celebrity stores as an example，Typical examples include: Haidilao、Answer Tea、A little bit、COCO、Master Bao and others，All with the help of celebrities、Amateur hands，Achieved the addition of brand power and sales power；

Secondly，Looking at Douyin’s current advertiser structure，Present，Still a national brand advertiser and online server、E-commerce、Mainly performance advertisers represented by education，The exploration and penetration of local small, medium and micro customers is still insufficient。But no matter how small a business is, there is still a need for promotion，Even if their marketing budget is limited，But the advantage is its huge size，And it can fully disperse Douyin’s centralized traffic，And use regions to achieve refined monetization。Without a doubt，2021，Small but beautiful local customer，Will start a prairie fire，Become an important increase in Douyin advertising。

Last，From the perspective of market potential，The local life service field is still a piece of fat，This can be seen from the fact that Meituan has grown into a giant company with a market value of over 2 trillion in 10 years。

Calculated based on relevant data，The domestic local comprehensive service market size will reach 2 in 2024.8 trillion yuan。This may be why Alibaba has been gathering heavy troops and resources for the past two years to fight against Meituan，Baidu、Tencent、An important reason why Internet companies such as Kuaishou are actively deploying local life services，For those who have higher daily activity、Douyin urgently needs to explore multi-dimensional channels to realize traffic monetization，How could he be absent？

Although，From the current stage，Douyin has only stepped into local life services with one foot，It is still difficult to shake the delivery and service system that Meituan has established in the past 10 years。But in Cass’s eyes: Douyin may still be Meituan’s most worthy opponent in the future，It may even become Meituan’s most troublesome competitor。

Now Meituan，With Taobao Tmall in 2018，It seems that the situation is very similar - they are all using Douyin traffic to explore new markets，Meituan’s merchants are the same as Taobao merchants，It also mainly uses Douyin’s content and algorithm to find new users。But no one can stop the time for Douyin to walk independently。This day，Maybe it will come sooner than imagined。

 2021: Who can take advantage of the trend to make money?

From above，It is not difficult for us to come to the 188bet Online Sports Betting and Casino conclusion: if the trend of Douyin in 2020 is live streaming，2021，This outlet may still serve local life。Then，Who can seize the opportunity，Get the first wave of gold？Cass can think of three categories for now:

一，Merchant。Businessmen are advised to hold on to their thighs，Get on board as much as possible，Through creative high-quality short videos，And add the store POI or city POI link，It is expected to take advantage of various operational activities and traffic support of the platform，Build the store into an internet celebrity store。At the same time，It can also be used as a live broadcast to show the in-store environment、Recommend products and even promote group buying coupons in the future。here，In particular, merchants should be reminded to do a good job in category keyword design，Includes: dishes、Cuisine、Region, etc.，So that users can find you in unintentional search behavior，And get early search bonuses。

二，KOL，Visit the store with focus、Mostly experts who check in on local life。actually，There are many such regional experts，But because of the local focus，Limited influence，The overall realization performance in the past was not good，But as Douyin focuses on local life business，Tilt the traffic，This type of expert is expected to become a "hot potato"。

From the current point of view，This type of expert has two core ways to make money，The first is to help merchants shoot various videos (for blue V account and daily placement use)，The second is to check in、How to explore the store，To earn merchant advertising fees，In previous article，We have written: On the Star Map Platform，A single video quotation for an expert with more than 1 million fans is less than 5,000 yuan，Only less than 10%。Among the experts in the category of [Food-Tour Shop]，100W fans or above，The proportion of quotations within 5,000 yuan is close to 30%。The reason for this phenomenon is mostly due to the poor marketing awareness of local lifestyle companies，But once the demand is stimulated，The growth potential is considerable。

Cass prediction，2021，Store-exploring KOLs are also expected to monetize by sharing commissions and bringing goods，Take commission sharing as an example: by calculating the users who are actually diverted to the store (POI links can be tracked) and the actual consumption amount，Come and calculate the share with the store；

三，Third-party service agency。How to help merchants complete Blue V certification、Store Claim、Promotion/activity page construction、Video shooting agency operating agency，Guide the merchants in video shooting and production、Sharing operation、Training institution for delivery skills，All have a chance in 2021，Taking advantage of Douyin’s localization layout，Rapid growth。

I would like to explain here: Compared with the agency operation of service brands - it has higher requirements for personalization，Difficulty of serving local small and medium-sized merchants，Cass thinks it will be relatively low，Easier to scale、Industrial production、Production video，And help merchants with delivery and user operation and maintenance。

What kind of local businesses are more suitable for Douyin marketing?

Last，We might as well use Douyin to release it at the end of December、300 exciting restaurants from 6 cities，Let’s take a look at what kind of local businesses are more suitable to use Douyin to debut？

01 good looks online。The appearance mentioned here，Not just about the restaurant dining environment，Also includes the appearance of the dishes。

Such as @HiElephant IP Restaurant，Only provide a view of the starry sky，At the same time，He is also unique in the shape and design of the dishes。Like a blind box made of bread，Only cut the blind box，Only to unlock the dishes。

Why good-looking restaurants are easier to market on Douyin？The reason is simple，Bring your own topic、Traffic，Easier to inspire KOL、Amateur’s desire to check in/explore the store，It is also easier to motivate them to shoot high-quality videos，Realize content creation，Driving the restaurant’s popularity to increase in store visits。

02 Featured Label。For example, the dishes are unique，Has fist cuisine；Chic decoration，Can take everyone to experience a different dining environment；In addition，The price must be affordable，Take Beijing as an example，In the restaurants on the list，Restaurants with per capita consumption of less than 200 yuan are more likely to inspire users’ desire to pull weeds。

In other words，From the current stage，Excellent value for money and taste compared to other restaurants，Douyin users seem to be more willing to pay for appearance and creativity，If your restaurant meets these conditions，Don’t miss this wave of bonuses provided by Douyin。

*Source of this article：WeChat publicPublic account "Caasdata" (ID:caasdata6)，Author: Sister Na，Original title: "After the Spring Festival，Douyin accelerates and steps into Meituan、Ctrip hinterland》.