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在当下，互联网信息裂变时代，餐饮市场发展日新月异。线下餐饮也逐步走向了3.0时代，步入由线上运营，突破门店时空半径的全新消费场域。正因如此，在“数智化”这一趋势下，选择抖音平台，以“数字化链接餐饮赛道”为核心种草用户心智，整合线上线下资源，构建覆盖目标客群的全场景数字化运营，也成为了重要解法之一。
而作为新兴潮流的自助烤肉品牌，焰江山海鲜牛排自助餐饮依托于抖音生活服务进行数字化经营稳定发挥，成功实现新店火热扩张，上线7天GMV突破800万；此外门店常态化经营，实现月均更新30余条短视频，开启超50场直播，高频触达消费者。
这为商家在抖音平台的数字化经营提供了具体解法参考。
新店开业：数字化洞察用户和市场，精准布局经营策略
重庆新店开业当天，门店人气火爆。这其中，与焰江山海鲜牛排自助餐饮运营总监郝从禹的互联网数据分析从业经验息息相关。基于对互联网数字化的了解，在新店经营上，焰江山选择以“互联网数据思维先行，发大平台优势玩法”的战略着手布局。正式开业之前，焰江山对目标客群需求偏好和地域市场进行前期调研和数据收集，分析了解商圈客流指数和客均消费指数，搭建数字模型，借此作为新店选址、餐品升级、预售规模等参考，同时倒推产品、达人、直播策略布局，为接下来焰江山的数字化经营打下基础。
- 用数据洞察用户需求，核定标准升级新店餐品
餐品，是餐饮企业经营之本。因此，新店开业上产品的升级策略成为重要考究点。“希望吸引年轻客群，可以做哪些品的升级？”、“他们喜欢哪些品？”、“门店如何优化才能吸引用户关注和喜爱”等问题待解答。
结合焰江山过往旧门店在抖音生活服务平台的套餐销售数据、前期调研的结果做分析，在餐品的升级推出上，焰江山抓稳“内陆人群在消费海鲜品类时的偏好更多”的需求点，所以新店的开业中，便推出了更受年轻人所喜爱的新餐品“三文鱼”及“大闸蟹”等海鲜餐品；同时也结合地域需求，推出适应重庆地区推出更重“麻”的调料口味。
在套餐组建搭配上，推出适应新店辐射范围内，不同人群消费习惯和需求的套餐，如针对商圈内白领的需求，推出工作日午市-单人自助券；针对新店所在商圈多为结伴出游的人群画像，推出双人晚市自助餐券、两大一小亲子套餐……涵盖从不同时间、场景、人群，满足消费者的多方面需求。
解决了目标客群喜欢哪些餐品的问题，接下来便是解决需要让目标客群“知道”餐品。郝从禹分享道，“特殊时期下，消费者购买行为在变化：定向消费比原来更强。他可能减少逛商场次数，但是也会提前团好券，再定向去买。”过去的逛店模式已经逐渐更迭为线上提前预定的线下“定向购买”，如何缩短消费者从关注到完成消费的转化？焰江山选择了活用平台自有的生活服务达人生态。
- 基于数据分析搭建适配达人矩阵，“官号直播+达人短视频”引流客群开业转化
在成都新店开业前一个月，焰江山便开始提前“散点式”布局声量，通过在不同的线上平台进行开业信息预告，随后通过在抖音开设重庆新店企业号，把此前散点的声量和流量统一聚合，也通过此前老账号（成都店铺账号）在平台上为新店做预热和引流，使得门店开业的消息在原有私域圈内不断被曝光和被传播。
而在公域流量的捕捉上，焰江山通过自建模型，就播放、点赞、互动、粉丝特点等维度进行数据筛选分析，框选符合新店开业传播目标的类型达人和量级达人，布局整体达人矩阵。最终敲定100个纯CPS达人+30个lv4级以上的一口价达人造热新店开业声势，用丰富的短视频触达更多人群，实现裂变传播的目的。
内容输出上，多围绕美食产品和消费场景，此外也会根据达人自身风格做“差异化”，诸如和美食类博主@大金丸子的合作，“偶然发现一家店”的创作主题延续了达人本身账号特色，通过第一视角展示点单、自助选餐、用餐等场景，突出“厅”、“品”特色。
新店套餐上线后一周，短视频数量超500条，超700万播放，短视频总支付GMV超690万。热度铺排后，焰江山通过选用开启企业号直播聚集流量，通过新店开业福利放送，快速沉淀品牌粉丝资产：直播预售预售以89单人自助秒杀+99单人自助限量1000份实现引流，与POI团品主推109元单人自助形成差异，进而快速撬动消费者的购买意愿。
伴随抖音成熟的兴趣推荐技术与LBS位置服务的结合，依托于达人短视频的铺设，配合精准投流，实现新店开业信息在门店地址6公里范围以内高频触达和反复透传，用户通过达人短视频丰富多样的趣味内容被吸引，官号直播释放宠粉福利，品牌和消费者之间的距离被拉近，同时也在缩短消费者从关注到完成消费的转化。
日常运营：内容追求精细运营，助力门店获客和口碑形成
除了新店开业的节点，焰江山也注重日常经营，早在7月，焰江山开始探索达人玩法；在有了一定的运营经验基础后，过渡到8月，开始固定企业号直播。
在直播端的运营上，焰江山针对店内菜品特色及消费人群的刚需，创新直播方式，自助餐品类丰富的特点，决定了直播间必须“逛”起来才能让餐食体验更直观。店内员工“宝藏妹”在门店走动展示菜品区和酒水区，在线口头直播互动，给观看直播的消费者带来一种沉浸式“云逛街”的体验；直播内容从店铺用餐场景、现场消费者互动到产品区域展示等，多元维度体现焰江山门店产品的色、香、味俱全和菜品质量。另外，也逐步了“1固定主播+3新人主播”的直播队伍，保证了日播2次的规律直播周期，此外，不定时推出福利餐、福袋抽取等特色活动来活跃直播间气氛，吸引顾客消费，加强品牌认知。
在短视频内容端，焰江山保持自产月均30条短视频的频率，员工出境作为视频主角，进行才艺展示、自助餐正确吃法演绎、餐饮小剧情拍摄等，周期稳定的输出实现持续引流，借由“兴趣点+餐饮”实现与顾客消费情感共振，不断激发用户的品牌关注和消费热情，同时也在这一过程中，挖掘更多潜在客群转化消费。
随着常态化经营的展开，成都焰江山日均GMV从几千提升到3万以上，月GMV从7月12万提升至8月突破90万。郝从禹如此总结经营心得， “在内容上的输出上，我们会结合抖音兴趣推荐和流量扶持做布局，而在老店的打法上，始终坚持内容自创和直播自播。”
总结
在这个“酒香也怕巷子深”的时代，焰江山通过抓住流量的力量，以“数据+内容+私域+思维”运营要点结合切入，各要点相互影响渗透经营中的各个环节，形成一条良性循环的数字化经营链路：丰富多样的内容形式立体塑造了品牌形象，贴近人的内容特征加快了用户对品牌亲密度和忠诚度的形成，数据反馈经营动作的同时又反作用于经营规划，无论是新店扩张，还是常态化经营实践，“数字化+自助餐”的模式探索，焰江山代表了一种自助餐饮商家的成长可能性。
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