In the Douyin life service format, the value of service providers to platforms and merchants is becoming increasingly prominent, and has become an important role in promoting the prosperity of business formats and promoting symbiosis and win-win .
Douyin life service has built a service provider sharing platform "Jinshi Strategy" and has successively invited four service provider celebrities to share and communicate with service provider partners across the country from four perspectives: industry ecology, city strategy, content delivery, and business transformation . Next, this article will elaborate on the above angles in detail. Is the life service track worthy of service providers entering?
How can a novice service provider quickly open the city?
Content-based service providers can help merchants do a good job in content operation ?
How do traditional merchants transform into service providers?
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"Double Whale Life" CEO Lin Chengfeng: Give full play to his strengths and seize market opportunities
"Double Whale Life" CEO Lin Chengfeng, who has been deeply involved in the industry for 10 years, shared the Douyin life service business ecology and strategic thinking from the perspective of multi-whale from the perspective of multi-whale from the perspective of "cognition and direction", "opportunities and challenges", and "models and strategies".
Lin Chengfeng believes that to be a service provider, you must first choose the right track. The track must be large and the potential must be great. According to external data, the market size of life services will reach 35 trillion yuan in 2025, and currently, Douyin’s daily active users will be 600 million. With the further increase of life services’ penetration rate of in Douyin users, Douyin’s life services will be a very considerable market ecosystem and a track that service providers cannot miss.
So as a service provider, how should we grasp such a big market?
From the era of streaming media to the era of content planting, short videos have become the channel for users to use for the longest time. This change is reflected in the life service industry. The attention of users has changed from the previous "store to person" to the dual model of "people looking for stores" and "store to person", which greatly reduces the cost of merchants looking for users and gives practitioners more opportunities.
In Douyin life service business, the two most important sectors are merchants and experts. Service providers should optimize efficiency for these two sectors, respectively, for portraits. The short and medium- and short videos and live broadcast rooms of Douyin life services are also worth studying - the short video sector needs to pay attention to the operating costs of experts' integration services and self-incubation experts, such as the first-price payment model of top experts and the effect payment model of long-tail experts; the live broadcast room sector needs to cover expert live broadcast, agency broadcast services, live broadcast training and other services.
Faced with an industry opportunity, Lin Chengfeng suggested that nothing is more important than entering the market first and seizing the initiative. After entering the market, you need to work hard to "play your strengths and forget your shortcomings."
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CEO Ye Sheng: Five-step method to quickly open the city, efficient expansion of service provider business
In 2022, "Zhejiang Fangliang" entered the Douyin Life Service. The company made full use of its ground promotion genes and BD volume advantages, and its business scale increased by 20 times in 4 months, and a reusable "Booking City Five-step method" was established to quickly expand its business in many regions in Jiangsu and Zhejiang.
Ye Sheng shared a five-step method for fast opening of the city: building a framework, finding the right person, giving training, clarifying the direction, and delivering in a circular manner.
- "Framework"
quickly clear the direction and ideas of business development, build a business framework, and complete the complete business link of "Tongke-operation-delivery" .
"Tuoke" is responsible for pre-sale BD merchants, and market development is carried out through the ground promotion Mobai method; "operation" is responsible for introducing planning in the intention stage, customizing operation planning plans for merchants; "delivery" is responsible for completing content delivery of experts, live broadcasts, etc. in the after-sales stage.
- "Find the right person"
BD recruitment portrait based on the company's own business development planning: post-95 + hard-working, vitality is the first.
Regarding the recruitment of experts, it is recommended to recruit influential local experts to quickly promote the construction of local experts and establish long-term cooperation.
- "Train"
Service provider BD capabilities growth path is: ground promotion → marketing negotiation → planning plan → after-sales operation and maintenance → becoming a mentor. Service providers should not only provide systematic training for BD, but also help BD quickly master sales skills through old and new methods, but also promote practical operation, so that BD can be equipped with a professional team to answer questions in a timely manner during the business development process to help BD understand the business scenario faster; and during the training stage, it should pay attention to review, pay attention to business review after the actual business is carried out, and help BD improve its business capabilities through each review. mature BD focuses on the industry, conducts in-depth exploration of merchants in fixed industries, and completes industry customers' deep cultivation by improving the professionalism of vertical industries. Several ways to increase the popularity of POI: PGC, UGC, DOU+, live broadcast, BGC. First, using experts to bring goods to arouse widespread attention. Secondly, UGC amateur submissions continue to increase the popularity of POI. Third, we must pay attention to DOU+ and promote commercial traffic for high-quality content. Fourth, we must grasp live broadcast as a means of communication for horizontal user coverage. Finally, rely on BGC to help merchants and brands do a good job in store operations. Finally, in the process of building business from 0 to 1, service providers should pay attention to two details: expert formation and after-sales follow-up mechanism , which is the top priority for maintaining customer information, maintaining traffic, and stabilizing sales. 3 Novice BD focuses on location, mobbling enough business districts, and expanding merchants in business districts through regional cases;
"Shenyang Post-90s" CEO Jiang Lei: Do a good job in content operation on the entire link
"Shenyang Post-90s" has been in Douyin's life service for half a year, focusing on content delivery , providing high-quality services to merchants, and has been recognized by leading merchants in Liaoning. Currently, it serves more than 200 merchants and has monthly performance exceeding 10 million.
Jiang Lei shared four key points of how service providers can help merchants do a good job in content operations:
First of all, you need to have a clear understanding of the business logic of life services.
short video platform mainly focuses on video content. Under such a decentralized model, service providers need to optimize short video content to arouse users' interest in the store. takes goods as the core, focuses on product marketing, and delivers content from the perspective of Douyin life service.
is the core of content operation: conversion.
To improve the content power of merchants, service providers should do a good job in market research, brand mining and product content advantages analysis. Jiang Lei takes Shenyang bathing market as an example. In order to improve delivery, service providers should use to analyze the market environment, dismantle product selling points, analyze target consumer group portraits, shape merchant brand value, and customize product pallets to help merchants realize the virtuous cycle of high-quality content output - product sales - traffic acquisition to complete the normal operation of merchants.
In short, the five core steps of merchant content operation: market → product → crowd → brand → cost-effective .
The third is the exposure method of obtaining traffic.
There are four ways to obtain Douyin traffic.
1. Expert short video matrix: is an important way to obtain traffic, and can quickly leverage the first batch of traffic
2. Expert live broadcast matrix: may rise in the next two months, including product construction, event marketing, live broadcast empowerment, Internet celebrity IP, etc.
3. Operation of merchant account (live broadcast + short video): Updates and live broadcasts of blue V short videos, which can determine private domain traffic
4. Huge local push: way to obtain commercial traffic
Fourth, service providers must also have the ability to analyze and review data, and provide feedback on the results and current situation.
A set of reusable review ideas are: content-store-commodity-transaction-group, analysis layer by layer.
service providers should adhere to the model of small reviews once every 15 days and large reviews once a month, and review and optimize the operational effects from five perspectives: content data, store data, product data, transaction data, and crowd portrait data .
4
Founder of "Caiyun Xiangrui" Wang Jianzhong: Traditional hotel and tourism merchants have switched to service providers
In 2022, "Caiyun Xiangrui", formerly a hotel and tourism merchant, began to try to transform based on industry experience and development plans. At the moment of the development of Internet short videos, wine travel industry practitioners can explore the Internet to acquire customers and run the Douyin marketing model, and transform into service providers based on their own practical experience and exploration of Douyin's life service business.
"Caiyun Xiangrui" transformed into a service provider, on the one hand, based on its own business demands, and on the other hand, Wang Jianzhong's judgment on the trend. He believes that the traditional hotel, tourism and catering industry in are inevitable trends to acquire customers through the Internet. Currently, there are about 1 billion netizens in China, and Douyin's daily active users account for about 60% of netizens. At present, Douyin has also formed a new model of systematic marketing and operation. Traditional industries need to embrace Douyin, which will bring new vitality to the traditional hotel, tourism and catering industries.
is mainly manifested in the following points:
First of all, Douyin life services have the advantage of massive traffic, with accurate users and strong stickiness, and great potential;
Secondly, the full-process service content of directly affects sales results . Wang Jianzhong compared Douyin to a magnifying glass. Through Douyin, high-quality products can be presented to more people quickly, and the content promotes the achievement of product-effectiveness integration;
, the model has diversified adaptability . The marketing and business promotion model of Douyin Life Service is suitable for diversified merchants in the catering and comprehensive industries including restaurants, parks, resort hotels, scenic spots, etc.;
Finally, professional people do professional things, and in the era of professional division of labor and large-scale cooperation, service providers have sufficient opportunities.
At the same time, Wang Jianzhong believes that merchants have unique advantages in transforming service providers.
On the one hand, it "understands the industry", and deepens the resources accumulated by the industry for many years and insight into merchant needs is the foundation of one's own business;
On the other hand, it "understands Douyin" can make full use of the various customized services provided by Douyin for local life services merchants, so as to achieve tools and methods in operation.
To transform into a service provider, we must return to customer needs and do our job well. The so-called service provider is "service-based", service provider, service expert .
At the merchant service level, it takes merchants to fully understand Douyin's services, and teaches merchants to correctly use Douyin for publicity and promotion, provides merchants with full-case solutions, and makes full use of new media's customer acquisition capabilities to improve merchants' business results.
At the Expert Service level, experts need to provide training to cover live broadcast and short video capabilities, product tools and platform rules, etc., to promote the normal development of the cooperation between experts and merchants and ensure the healthy development of the cooperation ecosystem.
Only by serving merchants and experts well can we grow together with merchants and experts and gain business value together.
Regarding the recruitment of experts, it is recommended to recruit influential local experts to quickly promote the construction of local experts and establish long-term cooperation.
- "Train"
Service provider BD capabilities growth path is: ground promotion → marketing negotiation → planning plan → after-sales operation and maintenance → becoming a mentor. Service providers should not only provide systematic training for BD, but also help BD quickly master sales skills through old and new methods, but also promote practical operation, so that BD can be equipped with a professional team to answer questions in a timely manner during the business development process to help BD understand the business scenario faster; and during the training stage, it should pay attention to review, pay attention to business review after the actual business is carried out, and help BD improve its business capabilities through each review. mature BD focuses on the industry, conducts in-depth exploration of merchants in fixed industries, and completes industry customers' deep cultivation by improving the professionalism of vertical industries. Several ways to increase the popularity of POI: PGC, UGC, DOU+, live broadcast, BGC. First, using experts to bring goods to arouse widespread attention. Secondly, UGC amateur submissions continue to increase the popularity of POI. Third, we must pay attention to DOU+ and promote commercial traffic for high-quality content. Fourth, we must grasp live broadcast as a means of communication for horizontal user coverage. Finally, rely on BGC to help merchants and brands do a good job in store operations. Finally, in the process of building business from 0 to 1, service providers should pay attention to two details: expert formation and after-sales follow-up mechanism , which is the top priority for maintaining customer information, maintaining traffic, and stabilizing sales. 3 Novice BD focuses on location, mobbling enough business districts, and expanding merchants in business districts through regional cases;
"Shenyang Post-90s" CEO Jiang Lei: Do a good job in content operation on the entire link
"Shenyang Post-90s" has been in Douyin's life service for half a year, focusing on content delivery , providing high-quality services to merchants, and has been recognized by leading merchants in Liaoning. Currently, it serves more than 200 merchants and has monthly performance exceeding 10 million.
Jiang Lei shared four key points of how service providers can help merchants do a good job in content operations:
First of all, you need to have a clear understanding of the business logic of life services.
short video platform mainly focuses on video content. Under such a decentralized model, service providers need to optimize short video content to arouse users' interest in the store. takes goods as the core, focuses on product marketing, and delivers content from the perspective of Douyin life service.
is the core of content operation: conversion.
To improve the content power of merchants, service providers should do a good job in market research, brand mining and product content advantages analysis. Jiang Lei takes Shenyang bathing market as an example. In order to improve delivery, service providers should use to analyze the market environment, dismantle product selling points, analyze target consumer group portraits, shape merchant brand value, and customize product pallets to help merchants realize the virtuous cycle of high-quality content output - product sales - traffic acquisition to complete the normal operation of merchants.
In short, the five core steps of merchant content operation: market → product → crowd → brand → cost-effective .
The third is the exposure method of obtaining traffic.
There are four ways to obtain Douyin traffic.
1. Expert short video matrix: is an important way to obtain traffic, and can quickly leverage the first batch of traffic
2. Expert live broadcast matrix: may rise in the next two months, including product construction, event marketing, live broadcast empowerment, Internet celebrity IP, etc.
3. Operation of merchant account (live broadcast + short video): Updates and live broadcasts of blue V short videos, which can determine private domain traffic
4. Huge local push: way to obtain commercial traffic
Fourth, service providers must also have the ability to analyze and review data, and provide feedback on the results and current situation.
A set of reusable review ideas are: content-store-commodity-transaction-group, analysis layer by layer.
service providers should adhere to the model of small reviews once every 15 days and large reviews once a month, and review and optimize the operational effects from five perspectives: content data, store data, product data, transaction data, and crowd portrait data .
4
Founder of "Caiyun Xiangrui" Wang Jianzhong: Traditional hotel and tourism merchants have switched to service providers
In 2022, "Caiyun Xiangrui", formerly a hotel and tourism merchant, began to try to transform based on industry experience and development plans. At the moment of the development of Internet short videos, wine travel industry practitioners can explore the Internet to acquire customers and run the Douyin marketing model, and transform into service providers based on their own practical experience and exploration of Douyin's life service business.
"Caiyun Xiangrui" transformed into a service provider, on the one hand, based on its own business demands, and on the other hand, Wang Jianzhong's judgment on the trend. He believes that the traditional hotel, tourism and catering industry in are inevitable trends to acquire customers through the Internet. Currently, there are about 1 billion netizens in China, and Douyin's daily active users account for about 60% of netizens. At present, Douyin has also formed a new model of systematic marketing and operation. Traditional industries need to embrace Douyin, which will bring new vitality to the traditional hotel, tourism and catering industries.
is mainly manifested in the following points:
First of all, Douyin life services have the advantage of massive traffic, with accurate users and strong stickiness, and great potential;
Secondly, the full-process service content of directly affects sales results . Wang Jianzhong compared Douyin to a magnifying glass. Through Douyin, high-quality products can be presented to more people quickly, and the content promotes the achievement of product-effectiveness integration;
, the model has diversified adaptability . The marketing and business promotion model of Douyin Life Service is suitable for diversified merchants in the catering and comprehensive industries including restaurants, parks, resort hotels, scenic spots, etc.;
Finally, professional people do professional things, and in the era of professional division of labor and large-scale cooperation, service providers have sufficient opportunities.
At the same time, Wang Jianzhong believes that merchants have unique advantages in transforming service providers.
On the one hand, it "understands the industry", and deepens the resources accumulated by the industry for many years and insight into merchant needs is the foundation of one's own business;
On the other hand, it "understands Douyin" can make full use of the various customized services provided by Douyin for local life services merchants, so as to achieve tools and methods in operation.
To transform into a service provider, we must return to customer needs and do our job well. The so-called service provider is "service-based", service provider, service expert .
At the merchant service level, it takes merchants to fully understand Douyin's services, and teaches merchants to correctly use Douyin for publicity and promotion, provides merchants with full-case solutions, and makes full use of new media's customer acquisition capabilities to improve merchants' business results.
At the Expert Service level, experts need to provide training to cover live broadcast and short video capabilities, product tools and platform rules, etc., to promote the normal development of the cooperation between experts and merchants and ensure the healthy development of the cooperation ecosystem.
Only by serving merchants and experts well can we grow together with merchants and experts and gain business value together.
