Background pain points:
• Southeast Asian cuisine has a vertical audience and low exposure on Douyin;
• Users are skeptical about the cost-effectiveness of the package, and the write-off rate is less than 50%.
Solution:
1. Content breakthrough: planning a live broadcast with the theme of “Southeast Asian Night Market”, restoring the street snack scene, and the anchor making it on the spot;
2. Data selection: launching the “Double Tom Yum Goong Set + Internet Celebrity Coconut Jelly”, with a price reduction of 40%;
3. Expert matrix: cooperating with 10+ food vertical KOLs to produce a series of “sour and spicy appetizer” short videos.
Data visualization:
• Monthly GMV increased by 180% month-on-month, and the write-off rate increased to 75%;
• The topic #Tongue of Southeast Asia has exceeded 30 million views;
• The average stay time in the live broadcast room has increased to 5 minutes.
Customer testimonial:
“A live broadcast made our Tom Yum Goong soup a popular Internet celebrity!” ——Founder of Tanyue Restaurant
