China Food

Coffee, wine, tea? One article: learn about the new consumption map of ByteDance


“ 
new consumption, can byte and catering tell a new story?
 ”

Text: Tracy Weng

Source: food daily (ID: food)

New tea, coffee, beauty, meal replacement, baking
 
In recent years, new consumption has been paid much attention, and the popularity is obvious to all. Many capitals have entered the market. Tencent, byte, station B, meituan and other industry giants have also “bet” on new consumption, investing in a variety of young consumer brands such as catering, fashion, beauty and clothing.
 
Among them, foodaily observed that as one of the powerful Internet giants, ByteDance has made frequent actions in the new consumption field in recent years, especially in the catering and catering + industries, and has made great efforts in the local life focusing on catering group purchase. Why is ByteDance so optimistic about new food and beverage consumption? What are the intentions of ByteDance?
 
Today, foodily will bring you a plate of ByteDance’s catering layout, and lead you to explore the food “planet” of byteca.
 
Image source: bytecan official website
 

Investment + self operation, new consumption of bytecan catering

 

1. Byte’s new consumption investment in catering

 
It can be seen from all the investment and financing situations of ByteDance that bytehop has made many investments since 2020, including 9 related to catering.
 
Photo source: Food organized and self-made
 
The first time was in May, 2020, ByteDance invested in lazy bear hotpot, a Chinese food chain fresh convenience store, which opened its road to expand its territory in the catering field. Only a month later, it invested in the health tea brand yinwei tea.
 
However, it is in 2021 that byte really starts to make new consumption.
 
In this year, bytek not only made another “heavy attack” on lazy bear hotpot, but also successively participated in the investment in Houxue liquor, a nutritional liquor producer, shark fit, a health food brand, manner coffee, a boutique coffee brand, and a new lemon tea brand with lemon style. The investment categories involved coffee, tea, wine and other popular racetracks. According to relevant estimates, ByteDance’s investment in new consumption areas may have exceeded 800 million yuan.
 
In 2022, bytecan not only invested in Ningji again, but also increased its investment in Dongfang Honghu, a new digital FMCG Brand Company.
 
Photo source: Official Weibo of Ningji
 
From this, we can also see that on the hot track of new consumption, byte values and prefers tea, coffee, wine, hot-pot/" 22375 rel="nofollow" target="_self">hot pot and other catering products. With the strength of these catering brands, bytek’s new consumption territory can not only be well consolidated and expanded, but also lay a good foundation for its long-term plan in the future.
 

2. Byte’s self catering new consumption

 
Of course, if you want to better participate in the fierce market competition in the catering industry, it is far from enough to rely on investment.
 
sure
 

In the face of the potential blue ocean market of tea, bytek is actually eager to try. In 2021, bytek launched its own tea brand of “Taoyuan Yuye” in Tiktok. Then in November, bytek applied for registration of “bytetea” and “byte tea”. Although the current “bytectea” is only an “internal tea” for bytecan employees, many people speculate that bytecan may consider marketing its own tea in the future.

 
However, it is undeniable that on the competitive track of new tea, bytecan’s entry into the tea making industry will certainly bring an unknown to the development of the whole industry. In the future, it may be worth looking forward to what changes will take place in the new tea industry.
 
Image source: yjkxjw.org
 
3) Coffee
 
Like tea, coffee is also a high-frequency consumer product of the younger generation. With the continuous improvement of people’s demand for coffee consumption in recent years, the domestic coffee consumption market has also witnessed rapid development.
 
It can be seen from the recent “China Coffee new wave – 2022 China coffee industry development report” jointly released by Alibaba new service research center and e-mail and tmall coffee that as early as last year, the market scale of China’s coffee industry reached 381.7 billion yuan, a year-on-year increase of 27.2%. China’s coffee industry is in a period of vigorous growth.
 
Now, on the fast-paced coffee track, not only more and more brands have entered the market, but also the old coffee business practitioners have started a series of actions to adjust and upgrade their own businesses to cope with the increasingly fierce industry competition.
 
Image source: cbndata
 

Comparatively speaking, there are not many byte actions in this field at present.

 
In 2020, bytecoffee applied for the registration of the “bytecoffee” trademark. Like tea, bytecoffee also included its own “bytecoffee” in the benefits given to its internal employees; In 2021, bytecan invested heavily in the local boutique coffee brand manner coffee.
Although it is not yet known whether bytecoffee will accelerate the industry’s “internal roll” through its “bytecoffee” in the future, from another perspective, it is precisely because of this “unknown” that the future development of the coffee industry will have more possibilities.
 
Byte’s catering + “ambition”
 
Based on Tiktok, the way to explore byte localization service
 
As the largest and most critical business segment under ByteDance, Tiktok has been making continuous efforts around localization of life services in recent years. Catering, as an inseparable and important part of localized life, has naturally been the focus of byte.
 
Tiktok began to try to localize the life business in 2018, but at the beginning, it didn’t cause much splash.
 

Until 2020, Tiktok launched the first food list based on short video platform in China – Xinxin restaurant, which opened a new local life mode of online grass planting and offline clocking. During the activity, Tiktok uses

In addition, it may be that Tiktok is not willing to do only group purchase in stores. In July this year, it was revealed that it will try to promote the real-time distribution service of catering – “group purchase distribution”. This is another action taken by Tiktok to try to develop the take out service after the failure of the internal test of “heartbeat take out” service last year. Although it is only in the small-scale test stage for the time being, the signal of “Tiktok can also order take out” may also tell us that a new round of take out competition is about to start.
 
Photo source: Tech planet
 
However, whether it is group purchase or take out, it is essentially a series of measures taken by ByteDance to strengthen localization layout. The huge community economic benefits created by the combination of catering and local life have not only contributed to the business growth of ByteDance, but also consolidated its achievements in the catering sector.
 
Byte and catering, can you tell a new story?
 
Why on earth does ByteDance favor new food and beverage consumption?
 
A very important reason may be that the growth of its main business has entered a “bottleneck” period. Although ByteDance has multiple business segments, it is understood that the growth of ByteDance is mainly from Tiktok e-commerce and overseas tiktok business. In the first half of 2021, ByteDance’s domestic advertising revenue stopped growing for the first time. Today’s Toutiao was once on the verge of loss, which also brought huge pressure on the revenue of ByteDance’s Tiktok business segment.
It can also be seen from the data that in the whole year of 2021, ByteDance’s revenue was about US $58 billion, with a year-on-year increase of 70%, significantly lower than the growth rate of 111% last year.
 
In order to break this dilemma, the growing new consumption is an excellent breakthrough.

 

Under the new consumption wave, the catering and catering + industry has also ushered in an explosive trend. In particular, the categories represented by tea and coffee have become a hot track in the new consumption field. The new generation of young people are more and more enthusiastic about many new consumption brands and products. For the new consumption with stronger consumption intention and higher price acceptance, the future prospect of ByteDance is undoubtedly predictable.

 

Image source: Interface
 
Let’s take a look at Tiktok.
 
Since the second half of 2020, the daily activity of Tiktok app has exceeded 600 million, and the average daily video search times have exceeded 400 million. The Tiktok platform not only has a considerable number of users and short video content creators, but also attracts more and more merchants and more than 20000 institutions and service providers.
 
Taking Tiktok as the “base”, at present, Tiktok e-commerce is in the important stage of upgrading from “interest e-commerce” to “global interest e-commerce”. According to the official report on the survival of Tiktok merchants in the first half of 2022, the Gmv of the platform has increased by 3.2 times year-on-year in the past year, and the Gmv of Tiktok mall has increased by 6 times year-on-year this year. This is enough to prove that using high-quality short video content to stimulate users’ consumption desire can bring more efficient sales conversion rate for merchants. Tiktok e-commerce “high quality content – interest stimulation – stay”
Coffee, wine, tea? One article: learn about the new consumption map of ByteDance
 
经过层层评选后上榜的餐厅不仅可以获得千万流量扶持,也能获得官方给予的多项权益加成。而站在消费者的角度,消费者通过刷短视频就能获取到更加真实的餐厅信息,由此而“心动”做出决策,更可以轻松解决“今天吃什么”的世纪难题。
 
2020年,抖音的心动餐厅覆盖全国6座城市,上榜餐厅有300家,话题曝光度达300亿。2021年在经历了全新升级之后,抖音心动餐厅扩大到了20城,话题曝光超过900亿。由此,抖音短视频不仅是餐饮企业品牌进行推广传播、获取热度的平台,更成为了可以帮助商家实现销售转化的一大途径。
 
与此同时,在嗅到了团购作为本地生活一大基础服务的商机之后,抖音在2021年正式上线了“抖音团购”的功能。本地商家在平台上架自己的团购套餐,用户在刷视频的同时下单购买随后便可以直接到店使用,在为商家带来流量的同时,也成功实现了抖音本地商业化服务的再升级。
 
图片来源:CBNData
 
根据36氪的消息,2021年,抖音本地生活整体GTV(Gross Transaction Value,总交易额)为101亿元。在GTV构成方面,到餐业务为65.67亿元,到综业务为33.6亿元。
 
今年上半年,得益于盛行的直播+团购模式,抖音到餐的业务也开始增长,3月抖音GTV首次单月破亿,达到了达到了1.6亿元,较2月的8700万元几乎翻倍。

截止今年上半年,抖音本地生活的GMV(Gross Merchandise Volume,商品交易总额)已经达到了220亿元。而去年,抖音本地生活GMV目标为200亿。这意味着,只用了半年,抖音本地生活完成量就超过了去年全年的目标。
 
此外,或许是不甘心于只做到店团购,今年7月,抖音又被曝出将尝试推广餐饮的即时配送服务——“团购配送”。这是继去年“心动外卖”服务内测失败之后,抖音尝试开发外卖服务的又一行动,虽然目前暂时只在小范围的测试阶段,但“抖音也可以点外卖”的信号,或许也是在告诉我们,新一轮的外卖竞赛就要开启。
 
图片来源:Tech星球
 
但不管是团购还是外卖,从本质上来说都是字节跳动为了加强本地化布局所做的一系列措施。餐饮与本地生活相结合所创造出的巨大社区经济效益,不仅为字节跳动的业务增长贡献了巨大力量,反过来也很好地巩固了其在餐饮板块取得的成果。
 

字节与餐饮,能讲出新故事吗?

 
究竟为何字节跳动会如此偏爱餐饮新消费?
 
一个很重要的原因或许就在于其主营业务的增长进入到了一个“瓶颈”期。虽然字节跳动旗下有多个业务板块,但是据了解,目前字节跳动的增长却主要仅是来自于抖音电商和海外TikTok业务的部分。2021年上半年字节跳动国内广告收入首次出现了停止增长的情况,今日头条也一度处在亏损边缘,由此也给字节跳动抖音业务板块的营收带来了巨大的压力。

从数据上也可以看出一二:2021年全年,字节跳动营收约为580亿美元,同比增长70%,相比去年111%的增长率显著下降。
 
想要打破这一困局,声势日益壮大的新消费正是一个绝佳的突破口。
 
新消费浪潮之下,餐饮及餐饮+行业也随之迎来了爆发的趋势。尤其是以茶饮、咖啡等为代表的品类更是一举成为了新消费领域的热门赛道,新一代的年轻群体对于众多的新消费品牌及产品的热情越来越高。选择加码人们消费意愿更强烈且价格接受度也更高的新消费,对于字节跳动来说,未来前景无疑可期。
 
图片来源:界面
 
再来看看抖音这边。
 
自2020年下半年起,抖音APP日活量就已经超过了6亿,日均视频搜索次数破4亿。抖音平台上不仅拥有着数量可观的用户和短视频内容创作者,更吸引了越来越多的商家以及超过2万家的机构和服务商生态伙伴。
 
以抖音为“根据地”,目前,抖音电商正处于从“兴趣电商”升级为“全域兴趣电商”的重要阶段。按照官方《2022上半年抖音商家生存报告》的说法,过去一年中平台的GMV同比增长3.2倍,抖音商城GMV今年同比增长6倍。这足以证明,利用优质的短视频内容来激发用户的消费欲望,可以为商家带来更高效的销量转化率,抖音电商“优质内容-兴趣激发-停留转化”的一套生意逻辑不仅在现实中得到了有力的验证,对很多人来说更是潜能无限的商业新机遇。
 
依托抖音平台自身所拥有的巨大流量,并利用多元化的营销创意玩法以及先进的数字化经营管理工具,字节帮助越来越多的餐饮品牌在抖音平台上提高了曝光度,并通过“兴趣”创造出了更多的消费机会,在帮助商家实现销量正向转化的同时,也有效实现了平台的稳步增长。
 
图片来源:知乎
 
一方面是不断增长的消费需求和广阔的发展前景,另一方面是字节跳动本身所拥有的天然流量优势,在将两者充分利用与结合的基础上,以餐饮为切入点,字节正在慢慢地将其精心经营的本地化生活服务生态圈以及新消费版图一步步扩大。
 
然而我们也要认识到,在持续向新消费进军的过程中,面对未来愈加万变、不可捉摸的餐饮消费趋势以及激烈的市场竞争,字节与餐饮及餐饮+业务的磨合或许还有很长的一条路要走。
 
不过,考虑一贯不安于现状、不断“跳动”的字节作风,或许餐饮也仅仅只是它做出尝试的第一步。食品、医疗、健康、科技……未来,字节跳动还将如何“跳动”、往哪“跳动”,就让我们一起拭目以待。

参考资料:
[1] 直播卖酒,是字节跳动电商梦的“敲门砖”吗?,钛媒体APP,2022-05-10
[2] 字节吃不饱,新茶饮来凑?,虎嗅,2022-05-14
[3] 抖音和美团要“换家”?抖音出手做外卖,美团下场做直播……,36氪,2022-08-04
[4] 独家 | 抖音推出“团购配送”,探索外卖新模式,Tech星球,2022-07-15
[5] 《2022上半年抖音商家生存报告》重磅发布!,中国日报中文网,2022-07-26
 
封面图来源:字节跳动10周年海报
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