No live broadcast, no survival. For offline brick-and-mortar stores, live broadcasting has become the primary choice to fight the epidemic. Diao Yufeng, the chef of Houzhen Beef Tongue Roast R&D, a well-known roasted meat company, recently started the live-broadcasting method of working with goods, promoted group buying packages, gathered popularity, and helped the recovery of offline stores that were hit during the epidemic. Passenger flow.
Unexpectedly, Diao Yufeng’s first live broadcast event, the store’s main Houzhen beef tongue barbecue package was sold out immediately, and after the replenishment, all the purchases were paid within 30 minutes.
The well-known barbecue restaurant Shaohuo Cooking Factory also participated in this live broadcast of Douyin, and more than 140 multi-store general group purchase food packages on the shelves were sold out within 30 minutes of the broadcast. During the live broadcast, the store keeps receiving appointment calls. The unsatisfactory passenger flow during the epidemic was improved after the live broadcast, and a large number of customers had queued up for appointments for three consecutive days.
The two live broadcast restaurants participated in the “Dou discount” campaign initiated by Douyin. In order to help the catering industry to regain its momentum, Douyin launched a “Dou discount” campaign to support offline consumption in stores, hoping to explore the store’s talents, discover and share high-quality grass content, and guide offline stores to start broadcasting online. “Watch live + buy group purchase” mode to restore passenger flow.
At 17:00 on April 3, the first live broadcast of the event began, and the heads of five well-known restaurants in Shanghai entered the live broadcast room to interact with the audience. Douyin’s food creator “Hot Drops” recorded a video promotion event with more than 8.9 million videos played, and interacted with the heads of restaurants in the live broadcast room.
In addition to the spiked discount packages, users can learn about the restaurant’s history, stories, and interesting special ingredients in the live broadcast room, and participate in rich and earthy games such as “Blindfolded Guessing Vegetables” and “Eating Noodles with 80cm Extra Long Chopsticks” Challenge session. In the entire live broadcast event, more than 600,000 people watched the live broadcast, helping 600 restaurants with a total of 600 orders, and an online turnover of 90,000 yuan.
During the epidemic, the entire catering industry was affected to a large extent. Well-known catering companies such as Haidilao and Xibeilu Noodles have all been under tremendous pressure. As the domestic epidemic situation gradually gets under control, the consumer demand of urban residents is gradually being released. On April 9, at the 2020 Shanghai Business Briefing, Hua Yuan, director of the Shanghai Municipal Commission of Commerce, disclosed that according to the monitoring of key enterprises in the city, Shanghai’s retail sales in March increased by 41.3% compared with February, of which nearly a month Inside, the average daily turnover of the shopping mall and catering industry rebounded by 35 percentage points and 29 percentage points respectively, and the recovery rates reached 56% and 78.1%, respectively.
Zhang Yun, Director of Houjie Beef Tongue Roasted Meat Marketing Department, said that the live broadcast of the store can not only directly drive the package sales, but also help the store to resume production as soon as possible in the post-epidemic period, but also bring a new consumer experience for customers. In the future, stores will use live broadcast as a marketing tool for a long time, and regularly carry out different types of live broadcast activities.
According to reports, after this premiere, Douyin plans to follow up with weekly content to explore shopkeepers and preferential live broadcasts, and gradually open the city to cover more cities in the country. Stores all over the country can participate in the chattering topic # Dou来上Offer, take photos of the shop’s special content, add positioning, and @tremble door shop assistant, posted on Douyin. The organizer of the event will integrate the playback and praise of the submitted video according to the store environment, quality and characteristics of the submitted video under the topic, and invite high-quality talents to help the live broadcast and bring the goods to help the store resume business.
In the past two months, Douyin Live has also continued to help consumers whose products have been blocked during the epidemic. According to public information, since late February, 37 county heads from different provinces and cities and multiple platform creators have been selling agricultural products through live streaming of Douyin and watermelon videos. At present, it has helped over 1.13 million agricultural products sold around the world, with sales of nearly 60 million yuan.
Recently, Douyin also launched the “Hubei restart, shake to help-Douyin aid Hubei recovery plan”, invested tens of billions of traffic, initiated 100 live broadcasts to support the resumption of production in Hubei.
Among them, Douyin will also launch 13 live events of “Mayor will show you Hubei” to promote high-quality goods in Hubei to the whole country. In the first live broadcast, Li Qiang, a member of the Wuhan Municipal Government Party Group, appeared in the Douyin live broadcast, introducing the current status of Wuhan and recommending Wuhan special products. On the same day, the total sales of live-carrying goods reached 17.93 million yuan, and the cumulative hot-selling products exceeded 299,000 pieces, including 44,000 copies of Cai Linji hot dry noodles, 144,000 boxes of Zhou Hei Ya, 27,000 bags of good product snacks, and thousands of Yangzijiang pastries, Xinnong beef, Qianji mung bean cake, etc.