How can local businesses gain more new growth on Chinese Douyin?

The rapid rise of digital platforms has created new growth opportunities for various industries, while simultaneously presenting fresh challenges for traditional service sectors. Within this wave of digitalization, the home services industry—exemplified by leading platforms like Woodpecker Family Repair—has encountered significant hurdles such as declining online user growth and lead loss.

As China's largest home maintenance service platform, Woodpecker Family Repair identified these challenges early. In 2023, it strategically deepened its presence on Douyin, initiating a pivotal shift from a traditional transactional "business model" to an integrated "business + content model."

This strategic transformation involved key actions: the successful launch of a self-developed group-buy mini-program in February, followed by the introduction of native content products and the strengthening of an Enterprise Account matrix starting in May. The company also established a dedicated video team, integrated its repair mini-program with group-buy features, and launched local promotion livestreams.

Leveraging these native content products alongside dedicated search products, Woodpecker masterfully generated organic "self-created" search traffic. This innovative approach of combining native content with Douyin search ads effectively broke through the perceived ceiling for search traffic within their sector.

The results were substantial. After implementing traffic synergy measures in July, Woodpecker's search index soared to an average of 20,000, peaking at 32,000—nearly triple the volume observed in May.

The long-term outcomes were even more impressive. Client ad spend on the platform demonstrated sustained growth, rising from a daily average of RMB 40,000 to a peak of RMB 400,000. By October, Woodpecker achieved the top position in both effectiveness and group-buy sales within Douyin's home repair sector. The powerful combination of native content and search strategy was instrumental in rapidly breaking through traffic barriers.

Marketing Objectives:

1. Quickly bridge the customer lead gap, boost search ad spend, and address issues related to content quality and customer volume.
2. Develop a comprehensive advertising plan to achieve a 100% increase in ad spend amidst fierce competition.
3. Break through the home repair industry's search traffic ceiling and unlock latent search demand.

Execution Strategies:

1. Transitioned from tele-sales to online sales, restructuring the customer service system and optimizing communication techniques.
2. Implemented a matrix operation strategy, utilizing multiple Enterprise Accounts to increase brand exposure. Used videos to guide search intent, creating search traffic and improving both the probability of active searches and the brand's click-through rate (CTR) post-search.
3. Frequently updated keywords for its informational feed matrix and purchased search ad placements to fully capitalize on every bit of organic search traffic.
4. Employed cross-targeting using audience packages from both search and feed ads to enhance conversion rates among lower-intent users.

So, how does a brand find new growth avenues when search approaches its peak? And when existing bidding pathways become cost-prohibitive, are there more efficient alternatives? Woodpecker Family Repair's "Native + Search" strategy provides the answer. By utilizing authentic, high-volume raw footage filmed during actual in-home repairs, they stimulated search interest for relevant service keywords. This native content effectively primes user intent, which is then captured efficiently through Douyin Ads search traffic, creating a highly effective conversion loop. This successful Douyin marketing strategy demonstrates the power of integrated platform approaches.