Luo Yonghao interjected in the selection of "infighting" in the East

Produced by Tiger Sniff Commercial Consumer Group

Author|Huang Qingchun

Visual China

Seeing the storm set off by Dongfang's selection of "small compositions" sweeping the entire social network, Luo Yonghao finally couldn't bear to start a sharp evaluation.

Tiger Sniff learned that this afternoon (December 15), Luo Yonghao shouted Dong Yuhui in the circle of friends:

It is not easy for young people to be in society, it is difficult to do something bigger or more valuable before they have made outstanding achievements and accumulated enough resources. After all, this is a cruel world ruled by middle-aged people in fact, and it is also a two-X world where "the wood is beautiful in the forest, and the wind will destroy it".

Everyone has their own choice, but their fate is in their own hands, so that they can not leave any regrets about whether they can become gold or not. At the precious moment when personal accumulation and the opportunities of the times coincide with the burst of great energy (this window of opportunity should not be long, and no one knows when the next one will come), there is really no need to waste your life to work.

If Mr. Dong Yuhui wants to start a business, I am willing to save a bureau with some friends who do investment and business to support him to start a business smoothly. I don't seek to make any profit in return, probably because of my age, from time to time I have a cranky thought like this: if I could travel back to twenty years ago, I would like to help young Lao Luo solve some problems that may be difficult or confusing for him, but are just a gesture for me.

In fact, yesterday (December 14), Luo Yonghao's partner and make a friend anchor Wang Tuo talked about his views on the Dong Yuhui incident:

"If you are a manager, you need to know the identity and responsibilities of the manager, and how to deal with the relationship between you and the IP, if these things are not ready, it is not recommended to start a business on Douyin, because an IP on Douyin can make a company.

In fact, thinking about this from Xiao Sun's point of view, he has so many anchors and live broadcast rooms under him, he will feel that all the live broadcast rooms are profitable, the traffic of all live broadcast rooms is not bad, and the stock price is also rising.

The live broadcast division of labor includes anchor, operation, central control, business, product selection, etc., a product is sold, the anchor feels that it is his own ability, the operation feels that it is a good operation, the central control will say that it is his own control of the field control well, and the business will say that the product he is looking for is good, can he actually tell who it really is? In fact, it is not clear.

Dongfang Selection has a very strange point, Dong Yuhui has a very strong personal IP value, just think about a question: Today, Xiaosun Live's product sells for 9999+, but tomorrow if Dong Yuhui's live broadcast product can sell for 100,000+, whose problem do you think?"

There may be a question mark in the hearts of some readers: Didn't Mr. Luo announce his retirement from the network before, why did he come out to comment on the Oriental Selection again?

Frankly speaking, for the IP of "Luo Yonghao", Luo Yonghao, who is happy and vengeful, is indeed reducing the expression of public opinion and social withdrawal, after all, as he once reflected: "I am stubborn by nature, open-mouthed, and have an aggressive personality, and after being the head of the company, I often restrain myself badly, and cause a lot of unnecessary trouble for the company for no reason" - but as an entrepreneur, head anchor and even the gold-lettered "Luo Yonghao", "I have been making a comeback, and I have never really withdrawn from the network" is the true meaning of Luo's withdrawal from the network.

Who is debunking Dong Yuhui's "myth"?

In fact, the turmoil caused by the "small composition" has fermented so far, and the entire Oriental Selection, including Yu Minhong, has been involved. The reason why the outside world and Dong Yuhui's fans question that Dongfang Selection is "backstabbing" Dong Yuhui mainly stems from two aspects:

First: The editor of the Oriental Selection account repeatedly choked Dong Yuhui's fans in the comment area, causing public opinion to gradually get out of control;

The second is: Sun Dongxu, CEO of Oriental Selection, criticized Dong Yuhui for being emotional, and revealed that he did not owe Dong Yuhui in terms of treatment, "The annual salary is not only tens of millions on the Internet, but only part of Yuhui's income." The company has been using practical actions to express its high recognition of Yuhui. ”

finally waited for the big boss to clean up the deadlock, but yesterday (December 14) Yu Minhong's response was obviously "and thin mud", and he did not take a clear position to punish a certain party, but only admitted that there were big loopholes in the company's management, and said that the editor lacked professionalism and CEO Sun Dongxu was "not mellow enough".

As a result, in the face of the sudden attack of the two forces from senior executives to grassroots colleagues, the outside world became more and more suspicious that Dongfang Selection deliberately weakened the strong binding and strong dependence of the entire group on personal IP.

Dongfang's selection is actually not unreasonable, the original live broadcast of the four kings (Wei Ya, Li Jiaqi, Simba, Luo Yonghao) are reducing their appearance time, and intentionally push newcomers to the screen, after all, MCN institutions are becoming an industry consensus to reduce their dependence on head anchors, but Dongfang Selection's approach has obviously touched Dong Yuhui's increasingly fandom fan group.

In fact, turning the time hand back to July 4, 2022, Luo Yonghao said:

"I will tell you responsibly in conscience that when Mr. Dong Yuhui became popular, and the successful transformation of New Oriental was praised by the media, my official Weibo turned them more than once to express respect, praise and respect, and I hope everyone will remember Dong Yuhui's name, instead of calling New Oriental Teacher in the housekeeper, I have posted these.

The top 20% of employees in an organization who truly create 80% of value are the top 20%. But when we distribute revenues, such as salaries and bonuses, it is impossible to distribute 80% of the money to the best 20% of the best employees.

So, the 80% who are doing poorly are actually following the good 20% who have a lot of light, but it's the 80% who complain all day long, and the 20% never complain.

In fact, the 20% reward relative to their contribution is actually unfair, the world will always be like this, in this society to some extent, the good people always subsidize the poor people, but the last people you see in the trouble are always the poor performers. ”

In this regard, the British "Financial Times" Chinese network columnist Zhou Shopkeeper believes that there may be several reasons why Dong Yuhui's small essay storm has caused such a wide impact:

First, under the pressure of the external environment, the entertainment e-commerce live broadcast has become the focus of entertainment and wealth effect, with its own traffic;

Second, this matter involves several dimensions of social culture, policy orientation, corporate governance and star effect, which is easy to trigger discussion;

The third is the iconic feature of Dong Yuhui's sudden wealth, which is easy to contrast with the editor's part-time job design.

He further pointed out that from the perspective of the company's operation, choosing to build a business model around Dong Yuhui or develop a parallel matrix to bring anchors are two strategic choices that New Oriental faces:

"The former is slightly less risky and stable, but it is very pragmatic, and it is not necessarily bad, mainly depending on how to balance interests and deeply bind IP. The latter seems reasonable, but contrary to Hengqiang, a strong player in short video media, a similar situation may not necessarily exceed Dong Yuhui's influence with 100 new anchors. Dong detonated the brand communication through the society's sympathy for New Oriental at a specific point in time, which is irreplaceable. ”

As analyzed by the senior product manager judge at the beginning, Dong Yuhui's selection of Dongfang is like Luo Yonghao's friend, and the two sides are deeply bound and difficult to separate.

"The essential difference between live e-commerce and traditional e-commerce is the factor of 'people'. People are IP and content, and the anchor in a live broadcast room is blurred and easy to be confused. Therefore, the live broadcast room should think about how to bind the interests of the anchor, rather than expecting the anchor to be just a promoter. The judge analyzed.

Should I praise people or praise people?

Huang He, the founder of Make a Friend, predicted to Tiger Sniff at the beginning of the year that the live broadcast e-commerce field will evolve towards two major trends in 2023:

First, more and more MCN institutions will have a cross-platform layout. The success of a platform does not mean that the traffic is always skewed, and when the traffic of a live broadcast room climbs to the top, it also means that the traffic is about to decline. In view of this, on the one hand, MCN institutions should continue to stabilize their resource investment in a certain state to ensure the healthy, efficient and long-term operation and development of the basic disk, and on the other hand, they should also take into account the layout of the whole network and multi-dimensional development, otherwise the prospect of live broadcast will be limited.

Second, live streaming is becoming a trend. E-commerce live broadcast has been running wild for three years, and its maturity has far exceeded everyone's expectations, and some head live broadcast rooms have built strong barriers with brand endorsement, channel support, and IP image, and the content live broadcast in the live broadcast room will enter a new stage.

Looking back, Making a Friend and Oriental Selection are the best examples of the development of these two trends.

In Huang He's thinking, it is difficult to win a person, but it is not difficult to win a number. "To be an account rather than a person, to dilute the weight of the anchor's number, and finally let everyone remember this number, not just people" - therefore, Make a Friend Technology will successively incubate vertical category numbers such as "Make a Friend" beauty number, "Make a Friend" shoes and clothing number, and "Make a Friend" digital number.

In this regard, the relevant person in charge of making a friend further revealed to Tiger Sniff that Luo Yonghao is currently in a friend holding's live broadcast time of less than 2%, and GMV accounts for less than 3%;

"Enterprises should get traffic through the brand and the product itself, rather than relying on Internet celebrities, let alone ordinary people. If traffic is used as a baton, the live broadcast room may become "traffic consumption", which will only be hijacked by capital and platforms, and become a set of star chasing, trying to kidnap the enterprise system and personnel management, breeding the chaos of the "fan circle", and not conducive to the healthy development of live broadcast e-commerce.

From this point of view, it is not an exaggeration to say that "traffic is a drug": you can be cool in the short term, but it is harmful to the body in the long term. More attention should be paid to providing valuable services and quality goods, rather than just chasing traffic. In this way, we can create a clear content atmosphere and maintain a healthy ecology of the live broadcast e-commerce industry. The person said.

The same is true for Dongfang Selection - there is an urgent need to replicate more "Dong Yuhui" with the blessing of Douyin's traffic dividend and rising potential energy, and then explore a stable IP incubation mechanism, from single IP dependence to multiple IP matrix model.

Therefore, since it became popular in 2022, Dongfang Selection's operating accounts have increased from one master account to 6 in more than a year, including Oriental Selection, Oriental Selection to See the World, Oriental Selection Self-operated Products, Oriental Selection's Books, Oriental Selection's Beautiful Life, and Oriental Selection Will Enter Wine, with categories radiating from a single agricultural product to books, beauty, clothing, wine, etc.

Source: Visual China

It is worth mentioning that the relevant person in charge of the Oriental Selection earnings call revealed: The company does not need to share the anchor and does not need to buy traffic (no DOU+ streaming), so the take rate (e-commerce monetization rate) is relatively high in the industry.

For Douyin, which is under the pressure of monetization, Dongfang Selection's approach is obviously what it does not want to see - Huang He once shared a set of data from the Douyin live broadcast room with Tiger Sniff:

40% of the traffic is organic;

30% of the traffic comes from the platform's algorithmic recommendations;

20% are clicked in after watching a short video;

Another 10% of users are converted by paid streaming (making a friend values organic traffic, and streaming is controlled below 5%)

Dongfang Selection's voice today is naturally closely related to Douyin's platform will (highly centralized traffic distribution and strong "public domain" attributes) - the media has reported that when Dongfang Selection is out of the circle in 2022, compared with the live broadcast room with the same fan size, Dongfang Selection's "field view" is 30% ~ 40% higher, half of which is officially promoted by Douyin.

Moreover, as a decentralized platform, Douyin is well versed in the live broadcast industry - the iron Douyin, the head of the flowing water, and the traffic "god-making" have always had a clear path on Douyin:

Extreme ROI, the pursuit of explosive models, and shop (DOU+) delivery are the rules of the game in this ecology, and too many phenomenal heads have become famous overnight to being forgotten by the algorithm, and there is no actual "overhead anchor".

In addition, Huang He believes that the live broadcast experience can be inherited. "Take the skill of reminding users to place orders as an example, selling a certain T-shirt and saying that there are 2000 J pieces in stock and everyone is indifferent, but you say that there are only 15 pieces left in XL, and 15 pieces are quickly snatched up; But if you don't be a streamer, these skills are hard to observe. ”