This is an era in which the aroma of wine is also afraid of the deep alleys. Food companies that can market are even more powerful in this era, and they are soaring. Marketing has become an important part of catering operations.

However, in the new media environment, when the entire industry opens a marketing feast, there are more and more marketing channels, and marketing becomes more and more difficult.

Difficulty in diversion and high cost of acquiring customers;

Difficulty in creativity and low content attention;

Realization is difficult, value conversion rate is low...

In the face of marketing difficulties, smart catering companies have begun to find another way, using new media platforms to attract traffic crazily. The strength of the companies that have "popularized overnight" on the Douyin enterprise account proves that the difficulty is not the marketing itself, but the failure to use the right method to find the right position. Breaking away from traditional marketing thinking, "position + operation" can still open the door to efficient marketing.

ONE

The rise of fish and vegetable symbiosis

See how new things can quickly carry out market education

"YOGOTIME", the Douyin enterprise account of Chengdu Yugong Agricultural Technology Co., Ltd. (hereinafter referred to as Yugong Agriculture), now has 756,000 fans and 220 million views. This is a "net celebrity" in the agricultural field, and before that, it was a company with "technology but no market".

Fish and vegetable symbiosis is a new natural ecological model of fish and vegetable symbiosis, and it is a new thing. After solving the technical problems, the founder "Big Fish" discovered that "unsaleability has become the biggest tragedy."

Later, I was reminded by a friend that "there is a very popular short video platform", you can try to promote it. In this context, "Big Fish" started his mode of "take any shots" and "post random shots", sometimes vaguely passed on, but unexpectedly, it became popular.

Traffic was swarming, a large number of netizens watched his fish and vegetable symbiosis model, the product was sold, and 71 students were recruited, and the product and technology were exported at the same time.

Today's "Big Fish" treats his Douyin corporate account no longer "casually". He has a "creation team" and has learned to "set suspense" in the content to attract more netizens' attention.

Outside the network, "Big Fish" hopes to become a qualified new farmer through the combination of modern technology and traditional farming; it hopes that through technology output, more children can eat safe food.

As a novelty, what "fishing and farming" lacks is not the product's selling points and novelties, but the lack of market education. In the era of traditional media, market education often requires a long period of time and constant trial and error. In today's new media era, a short video on the Douyin Enterprise account can give brands and products hundreds of millions of exposures.

TWO

The younger trip of Shanxi Hotel

See how time-honored brands can rejuvenate their youth

Shanxi Restaurant, a "young" time-honored brand. The reason why it is described as "young" is because this time-honored brand with a history of 100 years has 691,000 fans on the Douyin short video platform where young people gather.

In a previous survey, the Shanxi Hotel was labelled by young people as "expensive", "dare to go in", "a restaurant for leaders" and other "distanced" labels. why? Because of "don't understand". Nowadays, positioning "home is where you are", Shanxi Hotel's Douyin Enterprise account cuts into the real life experience of young people, shooting short videos with young people's family, friendship, love, survival pressure, life difficulties, etc. The video resonated with a large number of young people, and they "talked to each other" in their comments.

Re-opening the brand identity, in a series of short video stories, young people re-recognized "the scene where the story happened"-Shanxi Hotel. "The sense of distance" disappeared, and today's Shanxi Hotel has become a place for Internet celebrities to check in, and this time-honored brand has revived its "youth" vitality.

THREE

The counterattack journey of Huazhu impression

Look at the self-help of restaurant enterprises in a crisis environment

Huazhu Impression-themed cultural restaurant, one of the small and medium-sized restaurants that became popular through Douyin Enterprise.

After successive encounters with African swine fever and new crown epidemics, Huazhu Impression’s business has plummeted. The founder of the self-proclaimed "Jianyazi" described the business at the time as: "Occasionally, two people came in and looked at no one. They thought it was not delicious, so they turned around and left."

"Jianyaozi" likes to use Douyin, and occasionally shoots and uploads videos by himself. Suddenly, a short video of Beer Duck has gained more than 20,000 followers, which allows him to see the viability of the Douyin Enterprise Account.

After the outbreak of the epidemic, Huazhu impression was the first to open the whole street. At that time, my friends thought that opening a store at this time was just looking for death, but "Jianyaozi" felt an indomitable spirit. With a capital guarantee of 20,000 to 30,000 a month, Huazhu Impression achieved a performance of 200,000 from February 24 to the end of March during the recovery period of the epidemic. "People think I'm bragging when I say it," Jianyaozi made no secret of his pride.

Nowadays, in addition to the hot store business, the window function on the Douyin Enterprise account has also led many fans to Taobao stores, achieving a double drainage effect.

FOUR

Why are they so keen on playing Tik Tok?

Content attracts traffic, traffic becomes sales

Through the Douyin Enterprise Account, the new thing "Fishing and Farming Land" quickly carried out market education, and the time-honored Shanxi Hotel was rejuvenated. The impression of Huazhu has the shadow of thousands of small and medium-sized catering companies. It can't stand up to the storm. A crisis may destroy a restaurant, and the Douyin Enterprise account has become a "weapon" for self-help in their hands.

They have completed their self-transformation through the Douyin Enterprise Account. Behind this is the super traffic of 600 million daily active users of Douyin and the precise audience of the intelligent recommendation mechanism. The Douyin Enterprise Account helps companies get rid of the marketing dilemma and seek revenue growth. Provides new opportunities.

So, judging from these cases, what specific goals did the Douyin Enterprise Account help companies achieve?

1. Start the brand and establish an online position for the business

From the little-known to the fans rushing to buy the products, and investment, through the Douyin enterprise account, the fish and vegetable symbiosis category education of "Fishing Farmland" was a great success, and at the same time, the brand was established.

At the same time, in the eyes of many fans, fish and vegetable symbiosis is "fishing farmland", and "fishing farmland" is fish and vegetable symbiosis. This means that "fishing farmland", which is the first to open a marketing mechanism in a new field, is adopting Douyin enterprises. No. to realize the user perception of "category is brand, brand is category".

In the industry, once this recognition is achieved, even if there are a large number of competitors in the later period, the brand will naturally stand in the C position in the industry.

2. Manage users and establish deep links with fans

The content of the Douyin Enterprise Account of Shanxi Hotel is based on the Shanxi Hotel, telling short stories one after another. These stories are often stories about you, me, and him that may happen at any time, arousing strong resonance from netizens and inspiring their spontaneity. discuss. At the same time, live broadcast activities carried out from time to time have also moved closer to netizens.

At this time, the Douyin Enterprise Account is not only a platform for presenting products and services, but also an interactive platform for brands and users. Through content resonance and frequent interaction, Shanxi Hotel has narrowed the distance with consumers and fundamentally solved the time-honored brand. "Ungrounded gas" problem.

3. Value transformation, bringing tangible business

As for marketing, attracting new traffic is the method, and customer retention and repurchase is the ultimate goal. Marketing that does not generate consumption or repurchase is all useless.

The novel model and health advantages of "fishing and farming", the resonance story and heavy culture of Shanxi Hotel, the local culture of Huazhu impression and healthy ecological food materials, the ultimate goal of content creation by these companies is to attract netizens to consume and drive traffic conversion For sales.

The content attracts traffic, and the traffic creates the brand's voice. At the same time, the content closely follows the brand characteristics, shows the brand values, and guides consumption while diverting traffic. For the purpose of value conversion, content creation can be roughly divided into two directions: one is to show brand or product characteristics, such as "fishing farmland" and the impression of Huazhu, focusing on showing everyone safe, healthy and natural and native ingredients; second, To solve marketing pain points, such as Shanxi Hotels, the focus is to narrow the distance between the hotel and consumers. Creating vertical content based on the main direction will increase the flow of traffic and increase the stickiness of fans; with the direction, content creation will be much simpler.

to sum up

In recent years, there have been countless catering brands that have become popular with the help of Douyin Enterprise, and Douyin has become a natural online celebrity output platform. With Douyin as the natural traffic scenario and content as the driving force, more and more companies use the Douyin enterprise account to attract traffic while promoting value conversion.

The era of social networking has created "net celebrities", which provide more channels for corporate marketing and provide more directions for corporate marketing content creation. To seize the trend of short videos, continue to output content, strengthen brand characteristics, and promote brand reputation. The short video platform represented by the Douyin Enterprise Account has become a new opportunity for the business growth of catering companies.