How to do Dianping: Analysis of hot topics and hot content on the entire network in the past 10 days
In the era of information explosion, how can Dianping, as a core platform for local life services, continue to attract users and remain competitive? This article combines hot topics and hot content across the Internet in the past 10 days to analyze the operation of Dianping from the three dimensions of data, strategy and cases.
1. Top 5 hot topics on the Internet in the past 10 days (data source: Baidu Index, Weibo hot searches)
| Ranking | topic | heat index | Related platforms |
|---|---|---|---|
| 1 | May Day holiday catering consumption trends | 9,850,000 | Weibo/Douyin |
| 2 | Lightning protection guide for check-in at internet celebrity stores | 7,620,000 | Xiaohongshu/Kuaishou |
| 3 | Takeaway platform coupon comparison | 6,930,000 | Zhihu/Bilibili |
| 4 | Niche city travel guide | 5,410,000 | Mafengwo/Douyin |
| 5 | Real reviews of prepared food restaurants | 4,880,000 | Public account/Douban |
2. Dianping’s core operating strategy
1.UGC content ecological construction: Incentivize users to produce real reviews through activities such as "Overlord Meal". Platform data shows that user-generated content in Q1 2024 will increase by 37% year-on-year.
2.Quick response to hot topics: Focusing on the hot spots during the May Day holiday, the "City Food Map" special topic was launched, integrating discount information from 3,200+ merchants, and DAU increased by 28% during the event.
3.Data operation tools: The merchant's backend provides a "hot word analysis" function, and the search volume for keywords such as "Zibo barbecue" and "Chongqing noodles" has increased by more than 200% in the past seven days.
3. Comparison of operating effects of popular categories
| Category | Exposure increase | conversion rate | Typical cases |
|---|---|---|---|
| Internet celebrity milk tea shop | +45% | 12.7% | Cha Yan Yuese 520 event |
| Time-honored restaurants | +32% | 18.3% | Quanjude Intangible Cultural Heritage Package |
| Niche cafe | +68% | 9.8% | Hutong Coffee Shop |
4. Latest trends in user behavior
1.Video content preferences: Platform data shows that the click-through rate of reviews with videos is 73% higher than those with pure text and graphics, and the average stay time is 42 seconds longer.
2.Improved cost-effectiveness sensitivity: In 2024, user searches for the keyword "less than 50 yuan per capita" increased by 56% year-on-year, and the usage of the "student discount" label increased by 89%.
3.New gameplay of social fission: After the "Friends Group Buying" function was launched, the proportion of orders for groups of 3 people reached 31%, and the conversion rate increased 2.4 times compared with individual purchases.
5. Suggestions for future optimization directions
1. Establish a "hotspot early warning system" to monitor topics on the entire network in real time through AI and prepare operational plans 48 hours in advance.
2. Upgrade the merchant empowerment system and provide a three-in-one service of "trend reports + operational tools + training courses".
3. Develop the "AR real-life store exploration" function and combine it with LBS technology to improve user experience, which is expected to bring about 15%-20% MAU growth.
From the above analysis, it can be seen that the success of Dianping lies inAccurately capture user needs,Efficiently convert hot trafficandContinuously innovate interactive forms. At a time when competition for local life services is intensifying, only by continuously deepening data-driven and user experience can we maintain our leading position.
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