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Text|Editor|Traveler Hillary 9Q5
Dongfang's selection of "small composition" incident triggered a fan war in the live broadcast industry, Dong Yuhui's fans chose to defect in the incident and flowed into the live broadcast room of Gaotu Jiapin, and this move led to a significant increase in Gaotu's fans and sales. On the contrary, Dongfang Selection suffered a major blow, the number of fans in the live broadcast room fell by nearly 100,000, and the stock price fell as a result. The number of fans in the Douyin live broadcast room has exceeded 430,000, and the turnover and sales are also increasing. In this regard, Chen Xiangdong, the founder of Gaotu, welcomed Dong Yuhui to join their live broadcast room.
This incident has had a profound impact on the live streaming industry, first of all, it has once again confirmed the huge risks associated with relying on a certain top streamer. Dong Yuhui is an important anchor of Dongfang Selection, and the defection of his fans has caused Dongfang Selection to suffer a major blow, which also reminds live broadcast platforms and brands once again that they need to establish a more systematic operation model and reduce their dependence on a certain anchor. Secondly, this incident also highlights the fierce competition in the live broadcast industry, the loss and transfer of fans are changing rapidly, and every live broadcast platform needs to be vigilant and competitive at all times to continuously improve its attractiveness and competitiveness.
Judging from the defective behavior of Dong Yuhui's fans, it can be found that the loyalty and stickiness of fans in the live broadcast industry are very fragile. This also reminds live streaming platforms and brands that they need to strengthen the management and maintenance of fans, not only to attract fans through the personal charm of anchors, but also to establish a solid fandom to attract and retain more loyal fans at the platform and brand level. In addition, this also puts forward higher requirements for the live broadcast platform, and it is constantly improving its technology and services to better meet the needs of fans and increase the stickiness of fans.
In general, the Dongfang Selection "Little Composition" incident is not only a war involving fans, but also a profound warning to the development and model of the entire live broadcast industry. The live broadcast industry needs to pay more attention to systematic operation and reduce dependence on a leading anchor, strengthen the management and maintenance of fans to establish a solid fandom, and continuously improve technology and service levels to cope with the fierce competition. This incident undoubtedly made the live broadcast industry re-examine its own development model and operation mechanism, so as to lay a more solid foundation for the long-term and healthy development of the industry.