/ Aswen News/July 25, 2022Guangzhou -- I envy you for having tasted Inner Mongolian food, "a Douyin user wrote in a comment on a video of a sample Inner Mongolian food. With the development of e-commerce, the distance between the origin food and the table is shortened. Regional specialty food is no longer distant and mysterious, but a new consumption favorite of "direct delivery from the origin". < / p > < p > on July 21st, July 13 - trill electricity food fresh industry launched "shake in the subway of the reward | food origin - savor it" activities, and by publishing savor list, create a food home hot topics, provide operational resources to support, help regional merchants continued communication consumers, merchants promote electric business growth, the ability to operate Tell good origin stories. The activity not only taps the potential of regional brand outbreak increase, helps the origin of food to create industrial belt characteristics, but also leads the consumption trend of source good taste, promotes regional merchants to achieve brand sales, voice volume and brand influence, and becomes an effective means to display the name cards of origin and promote products with regional characteristics.
Create local characteristics label, to connect users with content and source good taste
< P > All the time, regional characteristics of products is an important starting point to drive the development of local economy, relying on the advantages of natural resources, origin businesses have scenes, good goods, stories, have a natural advantage in the development of e-commerce. However, due to the lack of a systematic and mature e-commerce growth path, the operation capacity of the full-link e-commerce from production to sale of merchants is weak, so regional merchants often find it difficult to produce high-quality content, which leads to the lack of traffic in the short video and broadcast room of regional merchants, and the brand awareness and product sales still cannot be opened after the layout of e-commerce.
At the same time, the subjects related to origin on Douyin, such as food, life, countryside and regional culture, have attracted the attention of netizens. It can be said that the high-quality content of origin does not lack the interest of users. In order to improve the content creation ability of regional merchants and open up the transmission and transformation path of the origin food, the activity excavates the characteristic labels and scenes of the first station of origin food "Inner Mongolia". Inside and outside the station launched rich topics such as # Inner Mongolia Flavor, # No one can escape Inner Mongolia food #, # How crazy Inner Mongolia passers-by think Inner Mongolia food can be #, # Who can resist these authentic Inner Mongolia food #. Multiple source food topics were logged in Douyin and Weibo hot list, and the characteristic labels of the fresh good taste of Inner Mongolia grassland were passed through, connecting source Good taste and users with interesting content. Stimulate sales conversion.
Interactive talent play food content marketing, full of the source of good flavor atmosphere. Centering on the characteristic products of Inner Mongolia, the activity links the participation of high-quality talents of different sizes and styles from all over the country, and outputs a wealth of high-quality PGC content to highlight the good taste consumption atmosphere of the grassland. The video shows the special flavor of Inner Mongolia specialties in the interaction of passers-by, refreshes the audience's cognition of grassland delicious, and stimulates the discussion of Inner Mongolia cuisine inside and outside the platforms such as Douyin and Weibo. After the video was released by my school sister, the 30 + quality talents represented by @A Jun and @Pan Meemao continued to participate in the topic of recommending good umami flavor of Inner Mongolia, driving the exposure and sales of "grassland fresh and good flavor".Mobilize the enthusiasm of businesses to participate in, tell a good story of origin. After the activity set up the topic content field, it provided the stage for the merchants to tell the story of the goods of origin. Enke, an expert in Inner Mongolia cuisine, shared his real friends' dinner routines in the camera, creating a personal IP image of delicious grassland. Leisure snack brand Sanfat Egg gives full play to the advantages of sunflower industry in Inner Mongolia, and displays sunflower seed products with scenes such as watching TV series and gathering, showing the quality control at the source of the brand from planting, storage, production to sales, and gaining consumer trust from users. Yili, a dairy giant, innovates in short video creation, and tells a new story of factory traceability by combining hot gameplay such as card point video and origin features. Many regional businesses with rich content to close the distance between users to promote business transformation, but also to the vast number of consumers to convey the charm of local cultural scenery.
Interesting list was exposed in the whole field, regional brands realized multi-link sales outbreak
With more and more local delicacies entering the vision of users, good taste from the source means authentic fresh consumption experience for users, users' consumption mentality and habits have been gradually established. However, in the face of a wide variety of origin products to supply the market, the cost of time and energy for users to choose increased, elongated the consumption decision link.
Has an insight into users' consumption pain points. This activity is based on the real transaction and evaluation data of Douyin users, and under the guidance of the Department of Commerce of Inner Mongolia Autonomous Region, it will screen the quality featured food fresh products in Inner Mongolia, and create the "2022 Inner Mongolia Taste List" to provide consumers with efficient and authoritative consumption reference.
Now, on the basis of short video, live broadcast, Douyin Mall and search four fields to achieve connectivity, this activity Douyin e-commerce food and fresh industry as the entry point, by leveraging platform resources to play the platform effect, using more abundant marketing means, covering users' consumption path to show the full range of interesting list. It enables consumers to smoothly obtain the listed quality and taste in different fields, thus promoting the purchase decision. It also enables the business field of listed merchants to extend from the "content field" to the "central field" composed of Douyin Mall and Search, realizing the transformation of sales in all fields and improving business increment.
In the content field, the activity not only provides platform resource support in terms of live streaming and short videos to improve the exposure of listed merchants and products, but also provides content help and guidance for regional merchants in terms of their weak content operation difficulties, so as to improve merchants' ability to create short video content, so that merchants can produce high-quality grass planting videos to cover the consumption path of "goods looking for people". Achieve long tail sales growth. The activity helps merchants open up the consumption path of "people looking for goods" through resource spots and landing pages such as "Douyin Mall + Interesting List" and "Search Direct", and helps merchants undertake consumption demands with shopping purposes and realize efficient transformation.
< /p>< /p>With the development of e-commerce, the local customs and food culture of the place of origin have become the advantages for local specialties to enter the national market. This Shake in "Taste Tour" activity links talents, consumers and merchants of origin to jointly dig the advantages of good products of origin and the value of supply chain, improve the competitiveness of regional commodities with diversified marketing methods, and further stimulate the vitality of business growth of brand of origin. At the same time, through the encouragement and support of regional merchants and characteristic industrial belts, the food and fresh industry of Douyin e-commerce helps merchants of origin to find an effective path of e-commerce growth, accelerates the transformation of digital operation of industrial belts, and shapes a louder brand of regional characteristics.
