SELECTED WORK / 02 · DOUYIN / 抖音 · YANBIAN HENGXIN

从菜园，
到餐桌。
Garden-to-table content.

以朝鲜族服饰、田园食材和烹饪过程形成账号特色，负责选题、脚本与内容编导，并参与带货短视频及直播。

Planned Douyin content around traditional Korean clothing, garden ingredients and cooking in Yanbian. My role covered topics, scripts and video direction, alongside shoppable videos and livestream support.

MY ROLE / 2025.06—2026.09

抖音品牌内容策划与账号运营
选题、视频脚本、内容编导、短视频与直播带货

Douyin Brand Content Planning & Account Operations
Topics, scripts, creative direction, shoppable videos and livestream commerce

WORKING ARRANGEMENT

2025.06—08 驻场运营
2025.09—2026.09 远程兼职，与上海 HR 工作并行

On-site: JUN–AUG 2025
Remote part-time: SEP 2025–SEP 2026, alongside an HR role in Shanghai

155万

参与运营账号的粉丝规模

Followers of the account I supported

44.8万

近30日互动粉丝

Engaged followers over 30 days

105.52万

单场直播成交金额 · 账号记录

RMB GMV in one livestream · account record

155万粉丝与近30日44.8万互动粉丝为本人简历记录的抖音账号数据；成交金额来自2025.11.13单场直播后台（¥1,055,233）。均为账号表现，不等同于本人独立业绩。

Follower and engagement figures follow the supplied résumé for the Douyin account. GMV is from the 13 NOV 2025 livestream dashboard (RMB 1,055,233). These describe account performance, not independently attributable personal results.

01 / BRAND CONTENT POSITIONING

朝鲜族文化与
田园食材定位。Cultural identity &
garden-to-table content.

将“田园食材 + 延边民族文化”作为内容定位，以朝鲜族服饰、小院环境与食材处理形成稳定的视觉和叙事线索。

Based the content on garden ingredients and Yanbian culture, with traditional clothing, the courtyard and cooking as recurring elements.

延边恒新账号主页截图Yanbian Hengxin profile screenshot

账号主页展示粉丝规模；项目重点是内容定位、脚本结构与内容电商承接。

The profile documents account scale. The case focuses on positioning, scripts and the content-to-commerce path.

朝鲜族服饰，形成文化识别

A cultural visual signature

以朝鲜族服饰作为固定视觉元素，突出人物形象与延边文化背景。

Traditional Korean clothing gives the presenter a consistent look and identifies the Yanbian cultural setting.

小院与食材，提供观看吸引点

A courtyard and tangible ingredients

重点拍摄小院、菜园食材和现场烹饪，以可见的食材来源和制作过程传达新鲜、自然的形象。

Show the courtyard, garden ingredients and cooking process so viewers can see where the food comes from and how it is prepared.

完整过程，让人有继续看的理由

A complete process to follow

参考李子柒式田园生活叙事，将食材来源、处理、制作与成品串联，使每条内容有明确的起点和结果。

Drawing on Li Ziqi-style rural-life storytelling, connect ingredient origins, preparation, cooking and the finished dish into a complete narrative.

02 / TOPICS, SCRIPTS & CREATIVE DIRECTION

选题、脚本与
烹饪视频编导。Topics, scripts &
cooking-video direction.

我负责选题与视频脚本，将采摘、食材处理、烹饪和成品展示组织成统一内容结构；转为远程兼职后，持续承担内容策划与编导工作。

I planned topics and video scripts, organising harvesting, preparation, cooking and finished dishes into a consistent structure. I continued content planning and creative direction remotely.

从食材开始

INGREDIENT

以菜园采摘与当季食材建立故事起点，让观众知道这道菜从哪里来。

Begin with harvesting and seasonal ingredients so viewers can follow where the dish starts.

用过程展开

PREPARATION

将清洗、切配等处理环节写进脚本，让食材进入制作过程。

Use washing, cutting and preparation to move the ingredient into the cooking process.

呈现制作重点

COOKING

围绕下锅、调味与关键步骤组织内容，让观众能跟随制作。

Organise the key cooking and seasoning steps so viewers can follow the process.

以成品收尾

FINISHED DISH

用成品和风味表达完成叙事，为讨论吃法、口味与地域差异留下话题。

Close with the dish and its flavour, creating topics around taste, preparation and regional differences.

示例视频：民族服饰、小院与烹饪过程Sample video: clothing, courtyard and cooking

CULTURAL CUES × COOKING

民族服饰与
小院烹饪场景。

Traditional clothing &
courtyard cooking.

截图中的朝鲜族服饰、木质小院与大锅烹饪，让文化背景和食物制作出现在同一个画面中。

The traditional clothing, wooden courtyard and large-pan cooking bring cultural context and preparation into the same frame.

示例视频：小院食材展示Sample video: ingredients in the courtyard

SEASONAL FOOD × RURAL SETTING

食材展示与
田园生活内容。

Ingredients &
rural-life content.

通过新鲜食材与小院环境，延续田园生活的内容风格。

Fresh ingredients and the courtyard provide visual interest consistent with the account’s rural-life positioning.

03 / AUDIENCE INTEREST & DISCUSSION

观众评论中的
食材与文化兴趣。Audience interest
in food and culture.

观众在评论中讨论食材、南北口味和不同地区的吃法。以下截图记录了内容引发的具体话题。

Viewers discuss ingredients, regional tastes and ways of eating. The screenshots below document these conversations.

FOOD CURIOSITY

从“想尝尝”，到分享吃法。

From curiosity to food experiences.

评论中出现对口味的好奇、对食材可获得性的讨论，以及自己的食用体验。内容让陌生食物成为交流话题。

Comments include curiosity about taste, discussion of availability and personal eating experiences, making unfamiliar food a topic for exchange.

观众评论：口味好奇与食用体验Audience comments: taste curiosity and eating experiences

REGIONAL FOOD CULTURE

用地域差异，延长话题。

Regional differences extend discussion.

围绕鱼类、做法和南北饮食差异的提问与回复，让延边地方食物进入更广泛的讨论。

Questions and replies about fish, preparation and regional food habits bring Yanbian dishes into a broader conversation.

观众评论：食材与地域饮食差异Audience comments: ingredients and regional food habits

用评论判断
后续选题方向。

Use comments to
inform future topics.

从评论中记录观众不熟悉的食材、想了解的做法和感兴趣的地方文化，为后续选题提供参考。评论反映内容兴趣，购买情况另以电商数据衡量。

Use comments about unfamiliar ingredients, cooking methods and local culture to inform future topics. Comments indicate content interest; commerce data records purchases.

04 / DOUYIN CONTENT & LIVE COMMERCE · 2025–2026

把内容流量，
承接为直播成交。From content audiences
to livestream commerce.

2025 年起参与抖音食品电商，拍摄带货短视频、策划商品内容并支持直播。通过短视频介绍产品、吸引观众进入直播间或商品橱窗。

From 2025, helped produce shoppable food videos, plan product content and support livestreams. Short videos introduced products and directed viewers to livestreams or the storefront.

DOUYIN LIVE DASHBOARD / 2025.11.13

单场直播成交金额，突破百万元。

Over RMB 1 million in a single livestream.

ACCOUNT-LEVEL SESSION RESULT

¥1,055,233

直播间成交金额

Livestream GMV

4,744

成交件数 · 非订单数

Items sold · not order count

58.56%

后台流量分析：短视频引流占比

Short-video share in dashboard traffic analysis

2025年11月13日抖音直播后台：成交金额1055233元，成交4744件，短视频引流58.56% — 所附后台同时显示成交人数4,037、累计观看8.66万；截图为已结束的单场直播记录。The dashboard also records 4,037 buyers and approximately 86,600 cumulative viewers; it documents one completed session.

这张记录展示短视频为直播提供流量的实际渠道作用。成交金额为该场账号直播表现，个人职责为内容与带货环节的参与，不将整场成交归为个人独立贡献。

The record shows short video’s role in supplying livestream traffic. GMV describes the account’s session; my contribution was participation in content and commerce work, not sole ownership of the session result.

先建立兴趣与熟悉感，
再承接商品选择。

Build interest and familiarity,
then present the product.

持续的美食视频先建立对人物、文化场景和食材的熟悉感，再通过带货短视频展示产品，为直播间导流，由主播讲解与商品橱窗承接购买。我的参与覆盖内容策划、带货视频拍摄及直播带货推进。

Ongoing food videos build familiarity with the presenter, cultural setting and ingredients. Shoppable videos present products and send traffic to livestreams, where product explanations and purchase access support sales. My role included content planning, shoppable-video production and livestream commerce support.

美食内容

CONTENT

用制作过程和文化场景吸引观看。

Attract viewers through cooking and cultural context.

商品展示

PRODUCT

参与拍摄带货短视频，展示食品并为直播导流。

Contributed to shoppable videos that present food products and bring viewers to livestreams.

购买入口

ACCESS

由直播讲解与商品橱窗承接下单。

Connect product explanations with ordering through livestreams and the storefront.

商品页面中的购后反馈截图Post-purchase feedback on a product page

购后反馈，
展示另一层用户关注。

Post-purchase feedback
adds another audience signal.

所附冷面页面中，顾客分享搭配食材、口感偏好与回购意愿，展示内容兴趣之外的产品使用体验。

On the supplied noodle product page, a customer describes ingredients, texture preferences and an intention to buy again, showing product use beyond content engagement.

橱窗含多种品类，本案例聚焦食品；商品累计销量与评价不等同于本场直播表现。单场成交与流量数据以所附抖音后台截图为准。

The storefront spans several categories; this case focuses on food. Cumulative product sales and reviews are distinct from this livestream’s performance. Session figures follow the supplied Douyin dashboard.

资料口径：职责与任期由本人提供；图片为账号、内容、评论及橱窗截图。账号规模不等于个人新增，单条视频互动不等于整体平均表现。朝鲜族服饰作为文化与视觉识别线索呈现。

Scope: role and dates were supplied by the portfolio owner. Images document the account, videos, comments and storefront. Account size is not individual growth; a sample video’s engagement is not an account-wide average. Traditional clothing is presented as a cultural and visual cue.

CONTINUE EXPLORING

JANE / From restaurant to street.

查看 JANE 品牌策划案例Explore JANE

ALL WORKYUE HAN / MARKETING & BRANDING03 / JANE

朝鲜族文化与田园食材定位。Cultural identity &garden-to-table content.