type
Post
status
Published
date
Apr 10, 2021
slug
TikTokGuide0028
summary
TikTok, HQ, Regional Account, CEO, POI
tags
Marketing
category
TikTok Zero to One
icon
password
Published
Apr 10, 2021
Enterprise Blue V Matrix Account Proliferation: Coordinated Operation Model between Headquarters and Regional Accounts
—Dual-Helix Engine for Chain Brand Full-Domain Traffic Growth and Local Penetration
I. Headquarters IP Hub Construction: Establishing Brand Gravitational Field
1. Core Value Positioning Model
Level | Content Composition | Production Mechanism |
Strategic Level | Brand story/cultural philosophy | CEO appearances + Brand documentaries + Annual white papers |
Tactical Level | Product value/service standards | Hit product breakdown videos + Service process visualization |
Execution Level | User interaction/trending responses | Challenges + Evaluation experiments + UGC aggregation |
2. Standardized Content Production System
- Central Kitchen Mechanism: Monthly output of 30 standardized content packages (including 15s short videos/graphic templates/topic libraries)
- Regional Adaptation Guide: Providing dialect subtitle packages, regional element stickers, local scenario script frameworks
- Traffic Distribution Rules: Headquarters account daily tags @regional accounts, strengthening brand matrix associations
II. Regional Account Localization Operation: Creating Geo-Fencing Effects
1. Three-Tier Content Adaptation Strategy
2. Local Traffic Capture Formula
(Local city exposure × 0.4) + (Store check-in rate × 0.3) + (LBS ad click-through rate × 0.3) > Local industry average × 1.5
Recommended allocation of 3% marketing budget for "5-kilometer precision circle" information flow placement3. Four Major Breakthrough Tactics
- Form city experience officer alliance (recruit local KOCs)
- Develop region-limited digital collectibles (e.g., city-themed membership cards)
- Build cross-industry traffic exchange network (mutual promotion with local cinemas/gyms)
- Create geo-fenced topics (#BeijingMustEatBreakfastList)
III. Traffic Feedback Mechanism: Building Ecological Closed Loop
1. Headquarters⇄Regional Bidirectional Traffic Flow Model
2. Proliferation Growth Triple Technique
- Check-in Proliferation: Design "City Collection Plan," unlock regional badges through cross-store consumption
- Task Proliferation: Release regional store visit tasks, tiered rewards for videos with POI location
- Livestream Proliferation: Set up "regional sub-venues" in headquarters livestream, jointly distribute regional gift packs
3. Data Middle Platform Support System
- Establish "Regional Heat Map" for real-time monitoring of content effectiveness in each city
- Develop "Viral Content Prediction Algorithm" to forecast regional content trends 48 hours in advance
- Set up "Traffic Reservoir" mechanism, regions exceeding targets can access headquarters reserve traffic
IV. Execution Assurance System: Ensuring Matrix Collaborative Operations
1. Four-Dimensional Management Mechanism
Dimension | Management Tool | Monitoring Indicator |
Content | Cloud material library | Template usage rate >75% |
Operations | Digital battlefield map | Response time <2 hours |
Personnel | Spark training system | Certified operations officer coverage 100% |
Risk Control | Public opinion monitoring system | Negative handling rate 100% |
2. Incentive Flywheel Design
- Regional accounts gain access to more headquarters traffic privileges for every 10% GMV growth
- Establish "Content Value Index," quality regional content automatically enters headquarters traffic pool
- Implement "City Challenge Plan," monthly TOP3 regions receive headquarters operational support
Core Logic: Establish brand momentum through headquarters IP, achieve geographic penetration through regional accounts, realize intelligent resource allocation through data middle platform, ultimately forming a growth closed loop of "headquarters wave-making - regional breakthrough - traffic backflow." This model has been validated in the tea and restaurant industries, achieving a 300% increase in average follower growth rate for regional accounts and exceeding 18% local conversion rate.