Message from the article:
Today I want to share with you an unexpected sensational incident, a war between Dongfang Selection and Gaotu Jiapin, and the "defection" of anchor Dong Yuhui's fans. There are laughter, tears, and changes in business wars in the story. I hope that after reading it, you will have a new understanding of the live broadcast industry, as well as thoughts on trust and loyalty.
Content Body:
In the past, the Oriental selection of "small compositions" caused an uproar. Dong Yuhui's fans were so emotional that they left the live broadcast room of Dongfang Selection, and the live broadcast room of Gaotu Jiapin flocked to it.
Gaotu Jiapin rose rapidly in this turmoil, and Chen Xiangdong, the founder of the company, responded to all this with a letter of thanks. He said he was grateful for the support of his fans, and the company's stock price soared and sales continued to climb.
However, Dongfang Selection has suffered a heavy impact. The live broadcast room lost nearly 100,000 fans, the stock price plummeted, and the market value once evaporated by more than 6 billion Hong Kong dollars. The war appears to be a confrontation between live streaming platforms, but in fact it reveals the problem of consumer trust in streamers. Experts have taken action, believing that the live broadcast industry needs to operate more systematically and should not rely too much on top anchors to avoid potential risks.
The success of Gaotu Jiapin has also made people start to re-examine the business model of the live streaming industry. Chen Xiangdong actively participated in the construction of personal IP and successfully tested the waters of live broadcasting, which seems to have given a new direction to the live broadcast industry. However, experts such as Zhang Yi warn that while Gaotu has benefited a lot from the war, consumer trust in anchors is still lacking and loyalty is low.
This turmoil has taught us a business lesson, teaching us that in the highly competitive market, we must not only have a strong anchor lineup, but also establish a perfect system to let consumers have more trust in the platform.
This may be a new beginning, and it is also a new opportunity for the development of the live broadcast industry.
Summary:
Through this "small composition" turmoil between Oriental Selection and Gaotu Jiapin, we have seen the changes in the live broadcast industry. Gaotu Jiapin successfully responded to the crisis, but it also revealed the problem of consumer trust in anchors. The live broadcast industry needs to get rid of the over-reliance on top anchors and shift to a more systematic operation in order to develop steadily.
The impact of this war is not only limited to the battle over platforms, but also makes people think about the innovation and development of business models. Chen Xiangdong actively participated in the construction of personal IP on Douyin, and successfully tested the water of live broadcasting, opening up new possibilities for the live broadcast industry.