How did those online celebrity stores with screens come into being? Short video booster
Online celebrity Xiao D is shooting a short video of food.
On May 13th, this newspaper published the article "Is online celebrity Store Really That Hot?", which aroused widespread concern among readers. On qianjiang evening news’s official WeChat WeChat official account, many readers left messages to express their views. Some people think that the reason why the online celebrity store is popular is because the "Hanger style" is at work, and they will definitely not join in the fun. Some readers believe that high-quality dishes and services are really good marketing.
So, who is really famous for these online celebrity restaurants? What are the "processes" to build a online celebrity restaurant? What "potentials" must a online celebrity restaurant have? Recently, Qianbao reporter interviewed a team leader who built a restaurant in online celebrity.
After 90, the team moved to short videos.
One-stop to create online celebrity cuisine
Good-looking people are busy taking selfies, good-looking people are busy dancing, humorous people are busy making jokes, beauty fanatics are busy making up, and a group of people are busy finding places to eat for food. Xiao Xiao, born in 1992, has recently fallen in love with online celebrity D, Tik Tok, Hangzhou, and has been punching in two or three restaurants in his footsteps.
Recently, Xiao D’s short video entitled "The more you eat, the more single you are, the more you eat hot pot alone", and the total amount of praise including Xiao Xiao is 177,000. This is not Xiao D’s best achievement, and Xiao D is not fighting alone.
With the traffic in Tik Tok, Xiao D became "online celebrity" overnight and already has millions of fans; And large and small restaurants, the day before, were still unknown, and the day after, they followed Xiao D all over the network.
Lv Minghe is a content entrepreneur. More than a year ago, his team focused on the new media field in WeChat official account. This situation was broken last year, and Lu Minghe decided to make a short video, and the local store exploration field is one of the businesses. Xiao D is a member of its local short video team.
"Our company is called Hangzhou Shenxiu Technology. Take the local Tik Tok team in Hangzhou as an example. At present, there are a dozen people, mainly after 90 s and 95 s. Young people have a keen sense of fashion." Lv Minghe told reporters that the whole shooting and production process is similar to many weekly media. "The little friends explored the more fun stores with explosive potential in the early stage and took the initiative to find out."
Lv Minghe explained that the team has a topic selection meeting once a week. After discussing and determining the topic, they will contact the merchants, take out the schedule, try it on the spot, and finally edit the dubbing … … It’s not easy to create an exquisite short video. It takes one and a half days at the earliest. At present, the rhythm is to release 3 to 5 videos every week.
In Lv Minghe’s view, there are three so-called explosion potentials. First of all, it can be affordable. For example, there is a bathing center in Xiaoshan, where you can take a bath, steam and buffet, and you can live in a space capsule. 89 yuan can get it; Secondly, this store can have a certain reputation within the niche, for example, Shiba Inu’s cafe; Last but not least, it’s new and strange. For example, the first old-fashioned oyster house that focuses on pressure cooker oysters, even online celebrity used to queue up; There is also the founder’s head office of cut8pieces, which specializes in selling invincible brushed pizzas of various flavors, and a small shop that many people have heard of for the first time.
In just half a year, Lv Minghe’s team has built six numbers on the local Tik Tok platform in Hangzhou, and has accumulated 5 million Tik Tok powder. The advantages of local head matrix have been confirmed in Hangzhou and Beijing. "The schedule of some of our numbers has been scheduled for June." Lu Minghe revealed.
Short videos are easier to bring fire to a store.
Compared with other marketing methods, it is more economical
"In the early stage, we all went to sweep the street and find a store ourselves. Later, some merchants took the initiative to come to the door." Lv Minghe told reporters that many catering people have spotted this huge flow pool in Tik Tok and will invite them to shoot at the store.
"Compared with other modes of communication, short videos have a faster pace and a more centralized display of a store that is easy to catch fire. In a sense, it is a online celebrity propagation amplifier. " Lv Minghe gave an example. The short video of one person eating hot pot in just ten seconds received 177,000 praises, and the general broadcast volume was about 50 times of the praise volume, which means that the broadcast volume of this number reached more than 8 million. Not only that, in Hangzhou, basically, after one number digs out a store and becomes red, other numbers will keep up with the traffic, and then form a second spread.
Lv Ming got a good deal. According to the recent broadcast volume of its several numbers, ranging from 4.5 million to 550,000, with an average of more than one million, the market advertising price is less than 20,000 yuan, which is equivalent to playing 1 yuan for 50 times. "Based on the recommendation of AI algorithm, the audiences involved in these broadcasts, regardless of region or interest, are more accurate than in the past and the conversion rate is higher." In Lv Minghe’s view, there seems to be no more economical marketing method than short video, compared with sandwiched advertisement, building TV and WeChat official account, or compared with TV stations.
The time when the fragrance of wine is not afraid of the depth of the alley has passed, and in the fierce competition in the catering market, there is still the problem of marginal cost. The more people pay attention to the store, the lower the price of traffic.
The data shows that Tik Tok, Aauto Quicker and other short video platform users account for the vast majority of the post-90s generation. These people are self-respecting, have distinct personalities, dare to try new things, don’t like being indoctrinated, and are more willing to take the initiative to think and draw conclusions. This kind of user group is the main force of catering consumption. Nowadays, most of the post-90s and post-90s young people are only children. Many people rarely do housework, let alone cook. Eating is the biggest daily expense.
More importantly, in addition to actual consumption, consumers go to online celebrity stores to meet the needs of social sharing, such as pulling weeds (pulling out the desire to buy), punching cards, and making friends.
User message
@ Sister Xiao: When I go out to eat, I am afraid that there will be many people, and I will be finished. I don’t have to wait in line for any one. I won’t spend hours waiting in line for the delicious food. The world of eating goods really doesn’t understand.
@ Yeah: Last month, I went to Shanghai, and I went to Radio Lane Hot Pot, which was bursting in Tik Tok and couldn’t be hotter. I passed at 7 pm and didn’t eat until nearly 10 o’clock. After eating it, I really didn’t feel anything special, but it was so spicy that I doubted my life!
@ Yunxiao: If there is such a high queuing rate in another year, then I will serve you!
@ Prince: The best marketing of catering is high-quality and delicious dishes, intimate service and comfortable environment.
@Triss: I’m not interested in the "online celebrity" series, but I certainly don’t miss the delicious food. However … … Good taste, good environment, after eating the hot pot restaurant with no smell, it’s good to go to Hangzhou more! I can only say that the marketing planning of online celebrity Store is excellent.
@ Pure de Taste: I don’t like this kind of excitement the most. Many online celebrity stores have been popular for a while. After a while, there are no people at the door. You can eat whenever you want!
@ Yang Hanchun: In 2006, the slag-dropping sesame cake caught fire and cooled overnight! In 2008, the miscellaneous grains steamed bread, fire, overnight, gone! Online celebrity, blindly follow the trend … …
@ 丫丫丫丫丫丫: In fact, it is more interesting to do it yourself. You can do it differently and eat it differently. Too much practice makes perfect. It is a table of delicious food at your fingertips. It’s a shame to get together with friends.
Reporter’s notes
When online celebrity Store faded out of the circle of friends.
It’s not far from being out of breath
The food is warm and rich in color and strong in substitution. The short video will make the food content more appealing. Let users feast their eyes before eating, and the increment brought by short videos has opened up a new situation for the catering industry.
Is the online celebrity restaurant recommended by Tik Tok really worth visiting? Does online celebrity restaurant mean it won’t last long?
"Before visiting the store, we will refer to more objective comments such as public comments. If the evaluation is particularly poor, we will not go." In the interview, Lu Minghe told reporters.
Of course, any restaurant has a cycle, especially online celebrity restaurant, which focuses on explosive properties. It may not be difficult to become a temporary online celebrity, but it also means that your products and operations will be tested in the high expectations of consumers. It is not enough to have Tik Tok as an amplifier. We must use good products to retain customers.
It is an undeniable fact that many online celebrity stores that have been screened are gradually fading out of people’s sight, and even have closed down. Some netizens concluded: "They are all online celebrity shops living in a circle of friends. When they disappear from your circle of friends, it is not far from the real disappearance. "
Our reporter Chen Jie