How can offline stores create a popular Douyin account in the same city from 0 to 1?

Douyin Local Account is a form of video recommendation to nearby people based on location. The operation is simple. You only need to turn on the local account when posting a short video, and the short video will be put into the local traffic pool and can be seen by users nearby.

Douyin’s local account is a traffic express that offline physical stores cannot miss in 2021.

Compared with live streaming, Douyin’s local account has a low entry threshold and simple operation, making it more suitable for physical stores. Douyin also has agents in various places to serve merchants and help them operate, so it is definitely worth a try.

The functions of Douyin City Account and Meituan Store are similar, but the display format is different. Douyin City Account uses short videos as the carrier. Based on a certain geographical location, merchants can link promotional activities on short videos. Nearby users can receive coupons and then go to offline stores to make purchases as long as they watch the short video.

Merchants who have used Meituan Stores and Dianping know that both are highly dependent on the store’s evaluation system, and the store’s rating directly determines the amount of traffic conversion.

The Douyin city account is much more controllable, and the amount of traffic depends on the quality of the short video. As long as the short video is well made, there will be no shortage of traffic. If the offline service is good, users can shoot short videos in the store and post them on Douyin, which can also generate secondary traffic.

At present, it seems that there are at least three benefits to having a Douyin account in the same city: attracting customers, expanding business, and attracting investment and franchising.

Whether it is food, clothing, housing, transportation, or food, drink and entertainment, you can create a Douyin account in the same city. If the consumers of the store have the attributes of high customer unit price or high frequency consumption, the input-output ratio can be greatly improved.

This article explains in three steps how offline stores can take advantage of the Douyin local account to make money:

1. What preparations do you need to make to create a Douyin account in your city?

2. Practical operation of fine-grained traffic management of Douyin local accounts (key points)

3. Monetization of Douyin’s local account public domain traffic to private domain traffic

1. What preparations do you need to make to create a Douyin account in your city?

1. How can offline stores join Douyin local accounts? It’s very simple:

1) Open a corporate Blue V account

2) Offline stores have the ability to handle online traffic

3) The team has the ability to output content

2. What kind of staffing is needed?

In terms of division of labor, it requires directing, cameramanship, editing, operation, and community operation, but in actual operation it is not necessary for each division of labor to be done by a full-time person. One person can do multiple jobs, and a couple who own a small shop can also do it in their spare time.

The whole process is simply:

➡️ Screenplay

➡️Shoot with your phone

➡️Download Jianying on your phone to edit it

➡️Upload the video to your own TikTok account

➡️TikTok provides traffic, you have to be able to handle it

How to do it depends on your own strength and you should choose the method that suits you. It is up to you to decide whether to do it in a more economical or frugal manner.

2. Practical operation of fine-grained traffic management of Douyin local accounts

Everything from 0 to 1 is the most difficult. There are many categories of Douyin local accounts, and the gameplay of each category is different. According to the summarized framework experience, you only need to do three things:

1. Clarify the positioning of the account

When doing business, you should think about how to make money before you start. The same principle applies to creating a Douyin account in the same city.

There are many ways to position an account. Internet celebrity stores can shoot beautiful videos to attract customers to check in. Stores that do not have the potential to become Internet celebrity stores can put links to coupons in the videos and use real money to attract traffic. If you really can't think of a positioning, you can ask yourself a few questions:

who I am?

Who do I serve?

How can I serve?

How do I make money during the service?

After answering these questions, the positioning of the account will become clear, which is very useful.

2. Continuous output of content

When it comes to Tik Tok, the most difficult part is content output.

What if the team does not have strong content output capabilities?

Go imitate others!

Find a good account on TikTok and start studying it from the first video to see how others shoot, what to shoot first and then, what plot to use to attract attention, and what methods to use to attract users to offline consumption.

Start by copying it verbatim, then iterate little by little. Once you feel you have found it, traffic will naturally come.

Remember one thing: as long as you can hold on, you have already defeated 99% of your peers.

3. Design a good flow of traffic

There are two key points in the drainage process: one is the drainage product, and the other is the drainage path.

1) Traffic generation products

Choose based on three characteristics: high daily sales, moderate price, and high gross profit.

The purpose of selecting products with high daily sales volume is to ensure that as many users as possible are interested in the drainage products.

For example, the owner of a physical store selling women's clothing wanted to attract customers but was reluctant to spend money, so he offered discounts on the unsalable products in the warehouse to attract customers. He thought he was very smart because he was attracting customers and clearing inventory at the same time, killing two birds with one stone.

What's the result? No traffic at all.

How can clothes that customers won’t buy after experiencing them offline quickly attract attention online?

Therefore, when choosing a product to attract traffic, you must choose a hot-selling product.

Choosing products with moderate prices can make users appreciate them without thinking they are too expensive. After all, it is rare for traffic-generating products to be given to users for free, and Douyin accounts in the same city are more likely to offer benefits and discounts.

The reason for choosing a product with a high gross profit margin is to control costs. The higher the gross profit margin, the bigger the discount on the lead-generating products can be, while ensuring that you do not lose too much money.

2) Drainage path

Generally, there are four steps: attracting traffic, locking customers, increasing orders, and fission. The actual operation is as follows:

Traffic diversion: Use traffic diversion products to attract users;

Locking in customers: users receive discounts online and then redeem them offline;

Upgrading order: This is the most critical step! The purpose of issuing coupons on Douyin and other local accounts is definitely not to let users take advantage of the bargains and leave, but to encourage users to consume and spend more money in the store. Therefore, after the traffic moves from online to offline, we must seize the opportunity to increase orders.

If the cost of the traffic-generating product is 10 yuan, and 1 out of 10 people buys the product with a profit of 100 yuan in the store, your costs will be recovered; if 2 out of 10 people buy the product with a profit of 100 yuan in the store, then you will make a profit of 100 yuan. You must calculate the accounts in advance.

Fission: This step is more difficult, and you should decide whether to do it based on your actual situation.

For example, if traffic generation is a test, if you can convert 100 online traffic into 1 offline user, you can get 60 points;

If you can convert 100 online traffic into 10 offline users, you can get 80 points;

If you can convert 100 online traffic into 10 offline users, and at the same time let each of these 10 offline users bring you 10 new offline users, you can get full marks.

3. Monetization of Douyin’s local account public domain traffic to private domain traffic

Public domain traffic refers to the views, likes, comments, and private messages within Douyin. Strictly speaking, this traffic does not belong to us. The amount of traffic depends on Douyin’s distribution mechanism, so it is uncontrollable and there is no sense of security.

It is common for a single violation to lead to a return to the pre-liberation era.

Private domain traffic is our own WeChat account. By adding the traffic of Douyin to our own WeChat, we can have one-on-one private chats and post advertisements on Moments. The conversion of traffic is fully controlled by ourselves.

Douyin certainly does not encourage and is also controlling the transfer of public domain traffic to its own private domain, but it must be done.

Why?

This is a cost issue. The ownership of public domain traffic does not belong to us, so we have to pay a cost every time we reach a wave of public domain traffic. This is the logic of pure delivery.

The launch does not produce traffic, it is just a carrier of traffic.

But if we can transfer this traffic to our own WeChat, it will be completely different. It is equivalent to paying once and owning it forever, as long as we don’t get deleted as a WeChat friend.

To give a less rigorous example, public domain traffic is renting a house, and private domain traffic is buying a house.

So this thing must be done. So what to do?

There are two commonly used methods:

1. Online conversion

1) Leave your WeChat ID in the Douyin Festival introduction and invite people to add WeChat to receive the benefits;

2) Pin your WeChat ID to the top of the comment section or direct private messages;

3) Send private messages to new fans and use benefits to attract them to add WeChat;

4) Another way is to intercept traffic from peers. You can post your own advertisements in the comments of peers’ short videos, and comment and interact. The fans of peers are definitely accurate users.

2. Offline conversion

The purpose of posting coupon links on the local video is to direct online traffic to offline stores. When users switch from online to offline consumption, it is necessary to organize activities in the store to guide users to add their WeChat, which will facilitate multiple subsequent contacts and high retention.

Those with professional teams can also create WeChat groups to improve retention efficiency.

The above three steps are the detailed methods for offline stores to set up a Douyin city account from 0 to 1. I hope it will be useful to you.

The Internet has brought shocks to physical businesses, but it has also brought new opportunities to physical businesses. It depends on whether you can seize them.

Douyin is still in a period of rapid development, and it is definitely not too late to enter the market now. It can be said that 95% of offline businesses can be re-done on Douyin.

Author: Notes by Shi Guipeng

Source: Shi Guipeng's Notes