In the days when Dong Yuhui was away, Dongfang Selection was sold out
This original article originates from the WeChat public account (ID: DTcaijing:) Author: Zheng Xiaohui, Zhang Chenyang, Design: Zheng Shuya, Operator: Su Hongrui, Producer: Li Jingyu.
Because of the "small composition" turmoil, Dongfang Selection has recently become a hot search. The various operations of the high-level not only caused a lot of ridicule and ridicule, but also caused many people to shut down the live broadcast room of Dongfang Selection.
However, although the fans in the live broadcast room are falling, the data of bringing goods is still very good-
On Sunday, December 17, Dongfang Selection resumed live broadcast. According to Feigua Data Douyin, the GMV of the live broadcast is estimated to reach more than 100 million, and the number of viewers is close to 70 million, which is seven times the average number of viewers in the past month.
Looking back at the live broadcast data on December 14th and 15th, Dongfang Selection was also the first place on the list of goods on the day.
We are very curious, how much impact does this matter have on Dongfang Selection's delivery? What is the real situation of Dongfang Selection's live broadcast room now? Who are the main consumers of Dongfang Selection's live broadcast room?
The speed of fan loss in the live broadcast room of Oriental Selection is comparable to that of a "jumping machine"
The origin of everything lies in a top comment from the "editor" of Oriental Selection.
On December 6, the "editor" selected by Dongfang said in the video comment area of Dong Yuhui's warm-up "Jilin Trip" that most of the special essays were written by the copywriting team, not Dong Yuhui alone, which caused many viewers to be confused and dissatisfied.
Subsequently, Sun Dongxu, CEO of Oriental Selection, responded, Dong Yuhui replied, and the editor continued to be "tough...... After a series of operations, the share price of Oriental Selection continued to fall, and its market value evaporated by more than HK $6 billion in three days.
As the incident continues to ferment, the number of Douyin fans selected by Dongfang has also declined.
Since the "Little Composition Incident" appeared on the hot search on December 11, Dongfang Selection lost more than 10,000 fans on the same day.
Subsequently, the net increase in followers every day was negative, from 30,000 a day, to 100,000, 400,000 to more than 1 million a day.
By Sunday, December 17, the number of Douyin fans selected by Dongfang officially fell below 30 million.
In contrast, Dong Yuhui's Douyin account fans soared. On December 16 alone, it gained more than 2.3 million followers.
However, we also found that although the speed of fan loss in the live broadcast room of Dongfang Selection is comparable to that of the "jumping machine" in the playground, from the data point of view, Dongfang Selection sells better.
Dongfang Selection was scolded, but it brought more goods
On the one hand, Dongfang Selection is being judged on the Internet, Douyin is crazy about losing fans, and on the other hand, the popularity and sales of its live broadcast room have increased exponentially:
In the latest live broadcast yesterday (December 17), the estimated GMV of Dongfang Selection reached more than 100 million, and the number of viewers was close to 70 million, seven times the previous average.
"DT Business Observation" sorted out the delivery situation of Dongfang Selection in the past 30 days according to Feigua Data Douyin Edition, and found that a single live broadcast of Dongfang Selection is usually 14-16 hours, with an average estimated GMV of 10 million to 25 million per game, and an average of about 10 million viewers per game.
After the fermentation of the "small composition" incident, the popularity and sales of the Dongfang Selection live broadcast room did decline for a short time, but soon returned to above the average level.
Specifically, the average number of viewers per game fell to more than 5 million in the past few days, and the estimated GMV also fell to between 7.5 million and 10 million.
But by the two live broadcasts on December 14th and 15th, the number of viewers soared to 33.622 million, and the number of viewers on the 15th was 44.609 million, and the sales were much higher than before, with an estimated GMV of between 50 million and 75 million yuan, and the single sales yesterday (December 17) directly exceeded 100 million.
But this is not that Dongfang Selection's crisis public relations has been in place, but it has been exchanged for price reduction.
Starting from December 14, Dongfang Selection has adopted a price reduction strategy for most of its self-operated products. Among them, the price of South American white shrimp, which has always been a self-operated popular product, has been reduced by 40 yuan compared with before, from 129 yuan to 88 yuan a box.
Some Weibo netizens said, "As soon as the price was reduced at noon, the sales of shrimp exceeded 200,000 orders", "I also bought two orders while onlookers".
Judging from the results, the price reduction has indeed effectively "saved" the declining sales of Dongfang Selection, but many fans have expressed dissatisfaction - "even the price of Double 11 has not dropped", and now "it is almost 1/3 of the original price, which is too hurtful, and I feel like a big fool before".
(Consumers who have bought Dongfang Selection's own products complain)
What is the real situation in the live broadcast room now?
We clicked on the live broadcast room of Dongfang Selection with curiosity and found that one of the reasons for the higher popularity of the live broadcast room was that different viewers swiped the screen and fought in the message area.
One is the fans who care about Dong Yuhui. They didn't ask questions about live broadcast products, but kept asking "What about Dong Yuhui?" "Will Yuhui still broadcast live?" and "When will Yuhui be broadcast?"
The other type is the audience who came to take the pass and ridiculed the "capitalists backstabbing workers". They will deliberately leave a message before the customs clearance, expressing their dissatisfaction with the selection of Dongfang.
Both of these have increased the popularity of the live broadcast room to a certain extent, and the latter was also thanked by the fans of Dongfang Selection for "sending traffic".
(Message area in the live broadcast room of Oriental Selection)
Secondly, the people who place orders in the Dongfang Selection live broadcast room and the people who fight on the Internet are most likely two different groups.
Let's take a look at Dongfang Selection and Dong Yuhui's fans first: the basic market is people over 30 years old, and there are more women.
The ratio of men and women in the Dongfang selection live broadcast room is about 4:6, of which nearly half (49.02%) are 31-40 years old, followed by 24-30 years old (24.25%) and 41-50 years old (12.6%), which are considered to be middle-class women with high spending power.
Dong Yuhui's fans account for more women, the ratio of men to women is roughly 2:8, and the overall age is older, and people over 31 years old account for about seventy percent of the total number of fans.
Looking at Dong Yuhui's personal Douyin account, under the latest short video, the number of comments exceeded 450,000, which was 320,000 more than the average number of comments in the past 30 days.
In addition to "Yuhui", the high-frequency words also include "support", "like", "hope", "kindness" and "child".
Among them, there are many middle-aged and elderly fans who claim to be "old lady", "uncle", "the same age as your mother", and they all affectionately call Dong Yuhui "child" in the comments, expressing their love and support for Dong Yuhui.
And what about the people who discuss the Eastern selection incident on the Internet?
The micro index shows that on December 16, among the user portraits who participated in the blog post containing the keyword "Oriental Selection" on Weibo, the post-00s, post-95s and post-90s accounted for the majority, basically young people under the age of 30.
Some Weibo users said that although they have watched a lot of analysis of the "small composition turmoil", they have never actually watched live broadcasts.
In other words, the people who "distressed" Dong Yuhui on Weibo, complained that "Dongfang Selection is not kind", and ridiculed that this incident is repeating the historical story are probably not the people who usually place orders in Dongfang Selection.
Most of them just watched the excitement, or used it to vent their emotions and express the difficult position of fellow workers.
And those who will place orders in Dongfang Selection themselves went to watch the live broadcast room of Dongfang Selection because of this opportunity, and then took advantage of the big price reduction to contribute an order.
Write at the end
Judging from the barrage messages in the live broadcast room, many netizens directly said "Yuhui doesn't come, don't buy it" because Dong Yuhui didn't go on the air.
It is foreseeable that when Dong Yuhui is back on the air, there will be a wave of "retaliatory support" from fans, pushing the sales of Dongfang Selection up again.
But in addition to fans, for more mass consumers, the essence of live e-commerce is still e-commerce.
When people place orders in the live broadcast room, do they look more at the personal charm and feelings of the head anchor, or more on the quality and price of the product itself?
Judging from the current data in the live broadcast room, the latter seems to be slightly better.
Reference @曦阳思慕 A Weibo poll recently released, the conclusion is similar: the proportion of people who see whether the goods are affordable is slightly higher than those who firmly support Dong Yuhui, and more people are onlookers who eat melons, and more than 1/3 of them are not used to Xi live shopping.
In the early morning of today (December 18), Dongfang Selection officially released the event poster, Dong Yuhui and Yu Minhong will live together in the Dongfang Selection Douyin live broadcast room at 8 o'clock tonight. In the poster, Dong Yuhui's identity has changed from "Oriental Selection Anchor" to "Oriental Selection Senior Live Broadcast Partner".
In the future, what will be the live broadcast room of Dongfang Selection, and what will be the situation with goods, we will wait and see.