Douyin's energy is amazing, how should frozen food manufacturers turn traffic into sales?

When normal work and production are resumed throughout the country, and business is no longer doing well, there is no excuse, and the time has come
to rely on real skills.
In recent years, for frozen food manufacturers, the operating pressure is huge, and only by surviving can they be qualified to talk about long-term development, and can they recharge their strength and wait for the future turnover
.
But how? This is a problem
.

At present, as one of the most trafficked social e-commerce platforms, Douyin has an amazing ability to bring goods, how can frozen food manufacturers seize the opportunity to turn traffic into sales?

Chen Lina/Text

Grab the hot spot, Douyin traffic becomes sales

Some time ago, a certain star's catering brand Ma Liuji broke the
circle.
The reason for breaking the circle is that the star posted dozens of Weibo in a day because of family affairs, and he single-handedly dominated the hot search
.
Most importantly, this wave of hot searches was harvested by his mother, who took the opportunity to bring goods live and bring an "unknown" brand out of the circle
.
In addition to its own brand of sauerkraut fish, boiled beef, Mao Xuewang and other products, the goods in its live broadcast room are all sold out
.
Some data said that for three consecutive days, its live broadcast room rose by nearly 5 million fans, brought 200 million yuan, and sold 167 million of Ma Liuji pre-made dishes alone, making a lot of money
.
Founded in 2020, this new Sichuan cuisine brand has opened 18 offline stores and has been "unknown" and became famous
overnight.

Nowadays, the attention of the whole people is shifting to the short video position, and Douyin, as the vanguard of the short video field, has become a new traffic center
.
Data shows that in May 2022, the number of monthly active users on Douyin's main site was 675 million, a year-on-year increase of 7.
2%.

In the e-commerce industry, whether it is trend analysis or product promotion, it is inseparable from social e-commerce, Douyin and other topics
.
Since Douyin began to associate Taobao shopping, it means that e-commerce sellers have another space
to live.

Some people may say that celebrities bring their own traffic, it is easier to be on the hot search, and it is easier to sell goods, which is difficult for ordinary people to compare
.
Yes, the traffic brought by celebrities is indeed not comparable to ordinary people, and it is not difficult to understand that sales are in the hundreds of millions, but the value of network traffic is that anyone can try it and everyone can fight for it
.
Let's take a look at the story
of two "amateurs" in the frozen food circle.

Make videos and live broadcasts so that more people can see you

Liu Gen, who does frozen food distribution business in Wenzhou, is a native of Wenzhou, and has been operating in the frozen product circle for more than ten years, Liu Gen's imaginative personality has always been talked about by friends, as an agent of "sailor", "Yangmei", "Pengfeng" and other brands, Liu Gen always pays attention to the manufacturer's every move
.

By chance, he saw the boss of the "sailor" personally shoot a video to introduce his own products, which felt very novel
.
Next, the video of "Sailor" continued to be launched, or team introduction or company event promotion, each issue had different topics and different expressions, and Liu Gen couldn't help but learn it himself
.

In May 2022, Liu Gen put his first video on the Douyin platform, which received nearly 50 likes, and from here, Liu Gen began his Douyin video and live broadcast career
.
Liu Gen's live broadcast can be switched at will, unlimited time, unlimited duration, unlimited topic, if you want to chat, go online and chat for a while, how much to talk depends on the mood and the desire
to express at that time.

Up to now, Liu Gen's account on Douyin has posted a total of 15 videos, receiving nearly 10,000 likes and more than 2,400 fans, of which the hottest video has received nearly 500 likes
.
Although it is not a fire, Liu Gen wrote a sentence to himself: "If you bloom, butterflies come, if you are wonderful, heaven arranges itself" to encourage himself
.
The original intention is simple, and the action does not stop
.
As he said in a video: more than ten years of frozen food experience, from a sunny boy to a middle-aged uncle, in the more challenging market of Wenzhou frozen food, I hope to adhere to the spirit of contract, integrity-based, so that more suitable manufacturers and products can find themselves, and everyone will blossom together
.

Over the years, the advantageous channels have been concentrated in the wholesale, terminal Liu Gen, firmly believes that only by letting more people see, can bring more opportunities, "the market is boiled out", although, for several months, the fans and likes gained are still slightly "thin" compared to professional anchors, but for him has been quite rich, who can say that tomorrow will not be better?

Shaanxi Tairan Food Co.
, Ltd.
(hereinafter referred to as "Tairan Food") is a company mainly engaged in frozen fresh food, located in Fangxin International Food City, one of the largest frozen food markets in Xi'an, supplying frozen products to many barbecue restaurants, hot pot restaurants, schools, canteens, convenience stores, from the end of December 2021, its first Douyin video was launched, and so far 124 videos have been released on Douyin, and the hottest harvest has more than
4,000 likes.

In addition to TikTok video, live streaming is also the way
the company has been experimenting lately.
In half a year, Tairan food anchor "Sister Liu" has appeared more and more often, the introduction has become more and more fluent, and the daily fixed time live broadcast has become a compulsory course for her, and she has also changed from a live broadcast white to a "professional
".
In the view of "Sister Liu", it is not difficult to do live broadcasting, anyone can try, but it needs to be clear that special people need to be freed up to do this, you need to persist, maybe it is difficult at first, but perseverance has results
.

Entering the window of Tairan Food's Douyin account, I found that the frozen products it sells are not only the very popular Chaoshan beef balls, but also a variety of grilled sausages, fish balls, small crispy meat, etc.
, and the manufacturers represented are also many well-known quick-frozen food companies
such as Anjing, Fuhua, Li Laoer and so on.
In a month, the sales volume of each product ranges from several thousand to twenty or thirty thousand, and its customers are not limited to regions, and the consultation comes from all over the country
.
Live streaming has become an important channel
for its sales of products.

Distributor turned retailer? Do it or not? How?

In fact, there are still many
frozen people who shoot videos and do live broadcasts on Douyin.
In Douyin's casual search for the words "frozen live broadcast", many manufacturers and distributors are prominently listed, which is obviously a vibrant scene
.

Some people who have been trying to make Douyin videos said that Douyin, as the short video platform with the most contact with the general public, is the preferred platform
for many people.
The most interesting thing about Douyin is that through people's interest, various categories of e-commerce are slowly formed, making a very large ecosystem
.
On the one hand, give the grassroots the opportunity to become famous overnight or become rich overnight; On the one hand, it makes seemingly simple things appear professional, cultivates a large number of Internet celebrities, or some Internet celebrity teams similar to Oriental Selection, attracting a large number of merchants to explore sales opportunities
in Douyin.

For many people, entering the Douyin store is just relying on it, and more depends on self-broadcasting or other broadcasting
.
Self-broadcast is to open his own live broadcast room, and he broadcasts is to invite Internet celebrities to live broadcast
.
If you want to quickly get Douyin traffic, you can either work the short video account bound to the Douyin store, or bring goods
through influencers.

In the view of Wang Jintao, founder of product power marketing planning, Douyin has slowly become a short video search function, just like Baidu's text search function, Douyin now has enough information to make a short video search
.

Many people brush Douyin, at first just think it's fun, but patting is addicted, in addition to self-amusement fun, many videos with large traffic, naturally still have to go through some planning, or the video content itself is more interesting, slowly accumulate a large number of fans, with fans can go to bring goods, and finally monetize, this is a natural process
.

Each seems simple, you can start quickly, but insisting on doing a good job requires a very professional, in any case, one thing is certain, this is an unlimited stage, how to play, need to depend on personal will and efforts
.

China Food News(December 15, 2022, Version 05)

(Responsible editor: Lu Fanling)