SOCIAL SURVEY ON DOUYIN BUSINESS MODELS IN THE LOCAL LIFE CATEGORY: A CASE STUDY OF THE CATERING MARKET IN HEFEI, ANHUI PROVINCE
Keywords:
Douyin local life, Business models, Catering industry, Hefei market, Content e-commerce, Communication effectsAbstract
This investigation provides an in-depth analysis of the business model evolution and practical effects of Douyin in the local life services field, especially within the catering industry. By focusing on real cases from the Hefei market in Anhui Province in 2025, the study systematically examines the operating mechanisms of four mainstream models including influencer store visits, influencer promotion, merchant self broadcasting, and professional account promotion. It compares the differences and advantages of Douyin versus traditional media, influencer promotion versus merchant self broadcasting, and seed planting content versus brand marketing across three dimensions including communication breadth and responsiveness, communication depth and precision, and marketing credibility and effectiveness. The research indicates that Douyin is reshaping the consumer decision making path for local life through its powerful content ecosystem and precise algorithms, which offers new growth opportunities for merchants.References
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