(Image source: Photo.com)
Recently, Dong Yuhui, the anchor selected by Dongfang, has become the focus of public opinion, and Hu Xijin also expressed his opinions. He thinks that Dong Yuhui can't become Li Jiaqi, and it is not suitable to leave Dongfang to choose to work alone. He said that Li Jiaqi is a pure live broadcast salesman, and his interests and risks are closely related to his large-scale live broadcast sales. And Dong Yuhui's image is more integrated with "knowledge" and "feelings", and the current image does not allow him to be "too rich". Once he has a lot of wealth like Li Jiaqi, fans' feelings about him will definitely change.
Hu Xijin also said that for Dong Yuhui and Dongfang Selection, this crisis should be a deep reflection. This also poses a new challenge to Dongfang Selection: in Internet companies, the logic of "entrepreneurs" playing a leading role is rapidly weakening, while traffic IP is rising rapidly. As a result, companies need to rebuild their internal balance in line with this trend.
Pan Helin, co-director and researcher of the Digital Economy and Financial Innovation Research Center of Zhejiang University International Business School, believes that this incident highlights the differences within Dongfang Selection, which lies in whether to highlight only one IP of Dong Yuhui or cultivate multiple IPs. From the editor of Dongfang Selection to Sun Dongxu's behavior, it shows that the rest of the Dongfang Selection team is unwilling to rely on Dong Yuhui's personal traffic, that is, Dongfang Selection wants to go to Dong Yuhui, but "Dongfang Selection can't do it", because the advantage of Dongfang Selection is actually Dong Yuhui. "Consumers come to buy things, not for the supply chain, service, and price of Dongfang Selection, but for Dong Yuhui's personal charm", if Dongfang Selection chooses to "go to Dong Yuhui", then in the face of the encirclement and suppression of domestic large-scale e-commerce, Dongfang Selection will not have much advantage.
The latest news of the small composition incident, on the evening of December 17, the live broadcast trailer poster released by Dongfang Selection shows that Dong Yuhui's identity will change from "anchor with goods" to "senior partner of Dongfang Selection".
In mainland China, the live broadcast e-commerce industry is developing rapidly and has become the new darling of the e-commerce field. Anchors like Li Jiaqi and Dong Yuhui have become leaders in the industry with their personal charm and live broadcast capabilities.
-- Live streaming e-commerce has entered a stage of rapid development
The origin of China's live streaming e-commerce can be traced back to 2016, and after years of development, the industry has experienced a start-up period and a period of rapid development, and will continue to develop towards a mature stage. With the advancement of Internet technology, the KOL delivery model represented by live streaming has brought consumers a more vivid and intuitive shopping experience, and its high conversion rate and good marketing effect have gradually become a new growth driver for e-commerce platforms and content platforms.
-- There is a large market space for live streaming
China's live streaming market has a huge space. According to statistics, by the end of 2020, the number of online live broadcast users in mainland China has reached 617 million, and the market size is as high as one trillion yuan.
In 2023, live-streaming e-commerce has become a common shopping method for consumers. The industry is gradually maturing and systematic. Hong Yong, an expert at the think tank of the China Digital and Real Integration 50 Forum, said that the rapid growth of live broadcast e-commerce is a significant trend in the current consumer market. This year's "Double 11" has seen a trend of change from "head anchor" to "store broadcast", showing that consumers' acceptance and recognition of live broadcast e-commerce is increasing.
Zhu Huaxin, director of the Internet and New Economy Professional Committee of the China Economic System Reform Research Association, pointed out that live broadcast e-commerce is a powerful driver of domestic demand, and there is considerable room for growth in the future. The application of the Internet in rural areas has advanced by leaps and bounds, and rural consumption has completed logistics coverage. The middle-aged and elderly group has the fastest growth rate in the scale of Internet users and has huge potential for Internet use.
Prospective Economist APP Information Group
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