Reporter Li Zhu and Liu Wang report from Beijing
On December 21, Dong Yuhui said in the live broadcast of Dongfang Selection that his next live broadcast will be earlier than the "one month" mentioned a few days ago, and will appear in the New Year's Eve live broadcast on the 31st.
In fact, Dong Yuhui's personal studio is "striking while the iron is hot". Tianyancha APP shows that on December 22, Youhui Peer (Beijing) Technology Co., Ltd. was established, the legal representative is Dong Yuhui, and its business scope includes fresh fruit and vegetable retail, publication retail, network culture management, food sales, tourism business, etc. The registered capital is 10 million yuan. At present, the company's shareholders are not shown.
A number of people in the publishing industry told the reporter of "China Business Daily" that seeing that the books of their peers were selling "explosively" under the introduction of Dong Yuhui, the sales efficiency was higher than that of many channels. However, from the perspective of the IP industry, the core competitiveness of IP is the continuous output of high-quality content. It remains to be seen whether Dong Yuhui will be able to meet the needs of consumers who travel with high quality.
"Endgame" or "Beginning"?
On December 22, Dongfang Selection announced that Sun Dongxu, the former CEO of Dongfang Selection, had resigned as a non-executive director of the company, and specifically stated the reason as follows: "Mr. Sun's resignation is due to his poor management of the company's brand and reputation in view of the recent public opinion turmoil. The Board is of the view that Mr. Sun's resignation will better safeguard the interests of the shareholders of the Company. ”
An industry insider, who did not want to be named, said: "This resignation is more in response to the requirements of the consumer market, after all, the current evaluation of Dongfang Xiaosun in this regard is still negative." ”
The reporter also noticed that in many live broadcasts of Dongfang Selection, there were still dissatisfaction with the comments that Sun Dongxu only resigned as CEO of Oriental Selection.
However, Yu Minhong also emphasized in the live broadcast that Sun Dongxu has made a lot of efforts in management and supply chain in the successful transformation of Dongfang Selection.
Vivian, an industry insider, explained the turmoil with "dissatisfaction with celebrity rankings and fans resisting agents". She believes that fans are dissatisfied that Dong Yuhui is obviously the protagonist of traffic, but he has been "squeezed out", exposing the problem of the agent.
There are also media reports that when the news of Sun Dongxu's dismissal came on December 6, a Dong Yuhui's "mother-in-law" Douyin fan group immediately changed the group announcement - "mission completed", and then hundreds of fan groups about Dong Yuhui were immediately disbanded. Dong Yuhui's live broadcast on December 21 was also regarded as an "endgame" by his group of fans.
Daduoduo data shows that on December 21, Dong Yuhui's GMV (total merchandise transaction) participating in the live broadcast reached about 100 million yuan, more than three times compared with December 18. It is worth mentioning that the sales data also proves Dong Yuhui's ability to bring goods in books. On the same day, the live broadcast room "The Right Bank of the Ergun River" sold more than 100,000 copies, and "Three Hundred Tang Poems" sold more than 200,000 copies.
The content IP has a long road
But Dong Yuhui's success in selling books has not been replicated in the new cultural tourism territory he is about to participate in.
It can be seen from the official account of "New Oriental Cultural Tourism" that all the ages it is aimed at are teenagers and middle-aged and elderly people, involving cultural travel, educational travel and parent-child travel services.
But at present, this kind of high-end cultural tourism products exceed the spending power of their fans. The reporter browsed the corresponding sales page of the Douyin platform, and almost all the products were above 10,000 yuan, and the minimum was nearly 5,000 yuan, of which except for a Beijing Academy of Magic, the number of themed sales was 200+, and the number of other products sold was mostly in single digits.
Zhang Yi, CEO of iiMedia Consulting, believes that New Oriental should integrate fan portraits for market positioning when developing a new cultural and tourism territory, especially for research and study tours that are similar to the ontology education business, and should make efforts in terms of quality reputation and cost performance.
Experienced tour guides told reporters that most of the tourism products are one-time consumption, and the current high-end groups on the market emphasize "KOL (celebrity size) to attract tourists". For example, yoga experts are KOLs of this kind of sports, they have their own accounts and fans, and use high-quality content sharing to attract consumers to join their own groups and participate in yoga practice in different scenes of mountains, rivers, lakes and seas.
According to the reporter's observation, the tourism products of New Oriental Cultural Tourism mostly focus on cultural history, hoping to create a "sense of knowledge gain", so more people who can disseminate knowledge content are needed.
The reporter noticed that Dong Yuhui emphasized his "vassal elegance" many times in his previous live broadcasts, and the book products he sells are mainly popular culture. Therefore, it is not yet known whether it can meet the needs of consumers who travel with high quality.
Moreover, from the perspective of the IP industry, the continuous output of high-quality content is the core competitiveness of IP personality.
Freelance consultant Zhou Li pointed out that Dong Yuhui himself became popular on the Internet with "small compositions" and was favored by fans of "mother-in-law".
She further explained that this is because the audience's requirements have changed, as an e-commerce anchor, consumers with feelings are willing to pay for the cultural added value of the live broadcast room, but when Dong Yuhui becomes a "professional", endorsing products with cultural characteristics, consumers' requirements are naturally different.
In addition, the reporter learned that the star Dong Jie and blogger Zhang Xiaohui, who attracted the attention of the live broadcast e-commerce industry, are very compatible with the target users. Zhang Xiaohui, who will be interspersed with cultural and artistic knowledge sharing when introducing products, has a fan portrait of "users aged 18 to 34, with strong consumption power and a certain aesthetic fit", Gray Dolphin data shows that the number of viewers in her live broadcast debut on Xiaohongshu is close to one million, with estimated sales of 140 million yuan and a unit price of about 600 yuan. Dong Jie's team also came up with the concept of "Dong Life".
Zhou Li pointed out that unlike the "shouting" live broadcast, the common feature of these female anchors' live broadcasts is that they are "slow" and "stable" enough. They ignited the spark of content live streaming, and there will be more such "salesmen" in the future, accompanied by diversified consumption scenarios.
At present, the real economy is also looking for a new model of "selling goods", eager to attract offline traffic by cutting into e-commerce live broadcast. The reporter found that CCTV anchor Sa Beining and actor Jia Nailiang appeared together in the online live broadcast of the commercial complex Yuanwang X27 Theme Park, saying that consumers provide more cost-effective products and more diverse immersive shopping and cultural tourism experiences. It is reported that Yuanwang X27 Theme Park has a large number of first-of-its-kind cross-border star store clusters, hoping to form an IP collection through various activities, and build the commercial complex into an experiential consumption scene with the help of a comprehensive management and operation model and a huge online traffic source.
(Editor: Yu Haixia Proofreader: Yan Jingning)