/PRZWT/Shenzhen, March 12, 2024 - Convenience stores can only provide offline in-store services? The answer is no. Yesterday, the Family Convenience Store carefully prepared nearly 100 family goods in the Family FamilyMart live stream on the Douyin platform, and paid tribute to the female friends in the 38 festivals with two live broadcasts in the morning and evening. In the live stream, 38 exclusive daily necessities gift packs, strawberry series desserts, chocolates and other products that are hot-selling in the same time as offline stores have become hot-selling items. For 860,000 fans in the Family Douyin live stream, the Family is no longer just a small convenience store at the door and downstairs of the company, but also one of the lifestyles of entertainment and coupons. The whole family has successfully activated the incremental new sample of offline convenience stores by extending the service from in-store to online.
Family FamilyMart has had its first live broadcast on Douyin since April 24, 2023, and has accumulated 860,000 fans so far; the frequency of go LIVE has gradually increased from the original 2 games per month to the current 16 games per month. The family took advantage of its own 3,000 + sku to attract a large number of fans to grab coupons online. "Five meals a day" box lunches, sandwiches, rice balls, coffee and other popular products and all-category vouchers were swept away as soon as they hit the shelves. At the same time, the live broadcast gathered TOP experts to bring goods together and call for the whole family.
In recent years, physical retailers have chosen to accelerate their entry into Douyin, seeking to seize the traffic dividend of the rebound in consumption. As a leading brand in the convenience store industry, Family is the first to explore a new model of convenience stores, and has also become the first in the industry to join forces with Douyin Local Life to create a benchmark case of product-efficiency integration.
10 days GMV exceeded 5 million yuan, the "new growth" of the family convenience store
Convenience stores belong to the capillaries of the market economy, which are the most advanced tentacles that reach consumers. The development trend of convenience stores affects the changes of the entire retail format.
What are the local life challenges facing convenience stores today?
"Where is the new traffic?" "The timeliness is faster, and the shopping link is shorter" "How can consumers continue to repurchase?"
The strategic cooperation between Family and Douyin has realized a new closed loop marketing of "see, click, buy, and get". By creating a super live stream of local life, consumers can buy coupons online and buy directly offline, and get a dual experience, activating traffic growth and purchasing vitality. Family convenience stores have opened up a "new channel" for local life traffic.
Retrospect the first show of the family's live broadcast to achieve a 10-day GMV breakthrough of 5 million yuan, and the order volume on the first day of the live broadcast exceeded 160,000 +, ranking in the category of Douyin retail industry GMVTOP. At the same time, the linkage of Douyin platform resources to achieve a scale explosion, and the number of periodic exposures reached 30 million +.
Why can the family convenience store "become popular" in Douyin? We observed 3 points.
The first point is through "self-operated team + accurate traffic + popular products", accurate access, explosive products drive high conversion. At present, the whole family has established a self-operated team to force Douyin, through the optimization of product assembly and live broadcast LiveOps strategy, to do long-term management. From the perspective of product selection, the whole family live broadcast is mainly based on popular products such as sweet waxy corn in the store, large rice balls with four choices, Paike coffee, sandwiches, crispy chicken thighs and rice, plus all-category vouchers, which quickly triggered traffic conversion. The first live broadcast orders exceeded 165,000 orders.
The second point is "anthropomorphic IP live broadcast + talent bringing goods in the same field + topic communication", which attracts young consumers and detonates volume and sales. The anthropomorphic IP of Family products presents visual effects to attract young groups, and uses interest labels to build relationships with young consumers. For example, in terms of the topic of Douyin, the #Five Meals a Day Benefit #of Family Convenience Store has a new convenience store, and the number of views has exceeded 10 million times.
Topic trendiness and high field view also drove the transformation. The average number of online people in the first live stream of the family exceeded 2,200, and the transaction amount of 1,000 views exceeded 5,000. The first live stream went LIVE to the "top of the national brand group buying and bringing goods" within 3 hours. This is due to the rhythm control of the combination of innovative live stream and live streaming host.
The third point is "offline verification + private domain precipitation + stimulating repurchase", which expands the incremental pool. Consumers go to offline stores for group buying coupon verification, and clerks guide private domain precipitation. Through private domain, you can continuously initiate marketing activities, focus on specific scenarios, actively initiate marketing events, enlarge brand volume, and continue to form consumer repurchase.
Family convenience store + Douyin has realized a new business model from online planting and dissemination to offline verification, and found a new growth position. Consumers have gone from the full link of "seeing - interest stimulation - transaction - to store - sharing fission - private domain repurchase", allowing offline business to enter a new stage of continuous growth.
Family convenience store + Douyin, the first move in the retail industry?
Family Family is not only the first brand to enter Douyin in the convenience store category, but also a benchmark for retail businesses to join forces with Douyin's local life.
This requires a clear understanding of the strategic significance of Family Convenience Store + Douyin Local Life.
From the Douyin platform level, Douyin is vigorously picking up the ante local life track.
With 600 million DAU, nearly 1.10 billion MAU users, and a traffic advantage of 140 minutes per person per day, Douyin has quietly owned the core breakthrough point of the localized track.
Douyin has been exploring the life service track for more than three years. According to official data, Douyin's life service business currently covers 370 + cities, the number of service providers has increased by 4 times, the number of cooperative stores has exceeded 2 million, the number of group buying experts has increased by 163%, and the number of live broadcast rooms of millions of GMV merchants has exceeded 800. For the localization strategy, Douyin's card is "strong position, flow, conversion, and precipitation", allowing public domain traffic to guide offline consumption, and joint brands provide users with affordable and valuable offline products and services. In particular, the chain catering brand group buying has matured, and the top brands have settled in one after another. At present, Douyin focuses on local leisure entertainment and offline store layout to achieve commercial drainage.
Combined with the convenience store industry. Family convenience stores choose Douyin to join forces, more in line with consumer market trends.
The first is that "see, click, buy, get" has become the mainstream way of local consumption.
The traditional e-commerce model is mainly based on active search, which is to search for e-commerce, and then buy after there is demand. And Douyin local life is based on interest recommendation. At present, in the daily consumption mode of Douyin life service users, online purchases and offline purchases account for 64.2%. Consumers have become the mainstream by planting grass through short videos and live broadcasts, and placing orders to buy goods.
The fast-moving consumption characteristics of multi-sku in convenience stores require a closed-loop shopping of "see, click, buy, and get". For example, the whole family has 3000 + sku, and consumers come to the store to buy goods, and the demand for instant purchase and instant enjoyment is very high. And traditional e-commerce is difficult to meet in terms of timeliness.
Secondly, 750 million DAU traffic, a large increase is made through "goods looking for people". Waiting for customers to come to the door is the model of traditional convenience stores. In the traditional local life service platform, the user's path is to go to the store after having demand, which is "people looking for stores". This method depends on the efficiency of search and the improvement of classification, which is more suitable for purpose consumption.
The core of Douyin's local life service is the "goods looking for people" model. Through the matching mechanism of the content platform, etc., the family convenience store can directly find accurate people through content and good products, and complete the efficient transformation from traffic to transactions. Reaching a wide range of consumers can activate potential consumer demand and bring incremental growth to the store.
In addition, online consumption to store verification and private domain precipitation generate a chain reaction of consumption, improving the unit price and repurchase rate of customers. Through the Douyin local life to store consumption model, users are attracted to the store for verification, but consumers often produce more consumption chain reactions. For example, consumers in Family convenience stores, when they go to the store for verification of a rice ball group buying coupon, they often bring a bottle of drink or an Oden cook. At the same time, after the traffic is precipitated to the private domain, consumption repurchase will continue to occur. This is also the logic that Douyin's online consumption to offline is further amplified.
To sum up, the Family convenience store has realized the online transfer traffic and offline conversion through Douyin, redefining the positioning role of online merchants and offline merchants. "Chain retail brands" such as Family and Douyin local life join forces to form a "multiplication effect" of brand and traffic.
At present, more and more brand merchants regard Douyin as one of the core business positions of local life services. With the rise of more and more long-tail categories, the diversification of entertainment shopping sub-categories is also increasing. Offline chain retail brands embracing Douyin local life will enjoy traffic dividends.
The whole family follows the trend and evolves from the traditional retail and e-commerce models to create "see, click, buy, and get" closed loop marketing, which drains online traffic to offline, realizes the actual transformation of traffic into sales, and achieves effect tracking from online to offline, from content to conversion. At the same time, it breaks through traditional offline thinking, embraces traffic trends, and achieves a new report card. It is also a "new sample" for the traditional retail and convenience store industries to compete in the local life track.
