Yu Minhong personally sat in the battle, Dong Yuhui's new account premiered with more than 100 million goods, and the number of fans increased by 1.6 million in 2 hours
Source of this article: Times Weekly Author: Ye Manzhi
At 6:58 p.m. on January 9, the "Walking with Hui" Douyin live broadcast room was officially launched. Dong Yuhui, who was dressed in a black suit, was the first to appear in front of the camera and released a lottery to interact with fans. Subsequently, Dong Yuhui incarnated as a series host, and the studio anchors appeared one by one in the talent show.
"I can't eat, I can't sleep, and I didn't close my eyes all night last night. Referring to the preparation of the live broadcast room, Dong Yuhui bluntly said that there are challenges and difficulties in exploring new businesses, Yu Minhong has always supported him, and selected some people from various departments of Dongfang Selection to join "Walking with Hui", and bluntly said that he is also a partner of Dongfang Selection, "so I hope both companies are good."
"We are still led by Mr. Yu here. Dong Yuhui emphasized many times.
At 8 o'clock in the evening, Yu Minhong, chairman and CEO of Oriental Selection, appeared in the live broadcast room of "Walking with Hui" and had a face-to-face conversation with Dong Yuhui. "I'm very happy that this platform has appeared, in fact, there should be such a platform in my mind, and after planning and thinking about it for a long time, it finally appeared today. Yu Minhong bluntly said that he did not arrange sales tasks in the live broadcast room, and Dong Yuhui also said that he did not have sales tasks.
After the broadcast, the popularity of the "Walking with Hui" Douyin live broadcast room soared. According to Gray Dolphin data, as of 9 p.m. on January 9, the cumulative number of online viewers of the live broadcast exceeded 30 million, the peak number of viewers exceeded 1.7 million, and the number of fans increased by more than 1.67 million.
According to the data of the Douyin APP, as of press time, the live broadcast room of "Walking with Hui" is ranked first on the Douyin popularity list and the hourly list, with more than 600 million likes. With the launch of "Walking with Hui", the popularity of the Dongfang Selection live broadcast room has declined.
Regarding the products brought by the live broadcast, Dong Yuhui said in the live broadcast room of "Walking with Hui" that the "Walking with Hui" studio will adhere to the original intention of agricultural products under Yu Minhong's strategic instructions, and at the same time meet the needs of everyone's daily necessities, and explore the possibilities of books, culture and tourism.
In response to the differences between the live broadcast positioning and product selection of "Walking with Hui" and the Dongfang Selection live broadcast room, as well as Dong Yuhui's live broadcast frequency, on January 9, a reporter from Times Weekly contacted relevant people from Dongfang Selection, but the other party did not respond.
"Walking with Hui" is not a solo flight
"The lead time for this live broadcast was less than 20 days. Yu Minhong revealed.
On December 26, 2023, Dong Yuhui's new Douyin account "Walking with Hui" was officially opened, and the company was certified as Walking with Hui (Beijing) Technology Co., Ltd. Four days after the account was officially opened, it accumulated 2.28 million followers. As of January 9, the "Walking with Hui" Douyin platform has more than 5 million fans.
Recently, the "Walking with Hui" account has successively released videos such as preparatory meetings and team lineups. At 8 a.m. on January 9, "Walking with Hui" released a live rehearsal video, which received more than 180,000 likes.
On January 4, "Walking with Hui" released a video to expose the internal team and meeting room environment. Dong Yuhui said in the video that the staff read the comment area in their free time to see the real demands of consumers, "I would rather not sell it, but ensure the overall quality, price, and after-sales service of the product." Dong Yuhui said.
On January 6, "Walking with Hui" officially announced the first live broadcast lineup. In addition to Yu Minhong and Dong Yuhui on the poster, there are 7 other anchors.
Source: Screenshot of the video of the "Walking with Hui" Douyin account
The Times Weekly reporter noticed that in addition to the promotional video about the premiere, "Walking with Hui" also tailored personal promotional videos for anchors Dong Dong, Panpan, An An, Hansen and other 7 anchors to support the new anchors.
Previously, the outside world once regarded "walking with Hui" as a move by Dongfang Selection and Dong Yuhui. In this regard, Dong Yuhui has publicly responded.
On December 21, 2023, Dong Yuhui said in the live broadcast room of Oriental Selection that although he established a personal studio, he did not leave Oriental Selection, and the studio was 100% controlled by Oriental Selection, and the turnover was fully consolidated into the latter's financial statements. Dong Yuhui bluntly said that in the future in the Dongfang selection live broadcast room, after the energy of other anchors reaches a certain level, Yu Minhong is also willing to open a separate live broadcast room for him as appropriate, "people are cute because they are rich".
Oriental Selection upgrades the insurance mechanism
Just one day before the live broadcast, Dongfang Selection also released a new insurance mechanism.
On January 8, Dongfang Selection's official Weibo announced that in order to continue to improve the customer service experience, from now on, Dongfang Selection will upgrade the insurance mechanism. Among them, all self-operated products are insured for 7 days for food and 30 days for non-food products from the date of payment. For third-party store goods (except fresh fruits) purchased in Dongfang Selection and "Walking with Hui" Douyin live broadcast room, food will be insured for 7 days and non-food products for 15 days from the date of payment.
Source: Screenshot of the video of Dongfang Selection's Douyin account
Previously, Dongfang Selection has further divested its education business and focused on the live broadcast business.
On December 27, 2023, Oriental Selection announced that the board of directors had approved Oriental Selection to propose the sale of education business to its parent company, New Oriental, at a total consideration of 1.5 billion yuan. After the completion of this sale, Dongfang Selection will become an operator focusing on self-operated products and live broadcast business. According to Gray Dolphin data, as of January 9, Dongfang Selection's Douyin account had more than 31 million fans, and nearly 400,000 new fans in the past 30 days.
With the opening of "Walking with Hui", Dongfang Selection, which focuses on the live broadcast track, is facing the practical problem of account diversion.
As the ace anchor selected by Dongfang, Dong Yuhui has a deep influence on his live broadcast career. On December 21, 2023, Dong Yuhui conducted the last live broadcast of the year's selection in Dongfang. Half an hour after Dong Yuhui appeared, the number of online viewers of the live broadcast exceeded 21 million, the peak number of viewers exceeded 1.27 million, and the number of fans increased by more than 80,000.
After this live broadcast, Dong Yuhui began to take a vacation and prepare for the "Walking with Hui" live broadcast room. For Dongfang Selection, this is undoubtedly a "stress test".
From December 28 to 31, 2023, the Oriental Selection team held a 4-day live broadcast event in Guangxi. Gray Dolphin data shows that during this period, the total number of viewers in the live broadcast room exceeded 110 million, and the total sales reached 276 million yuan. Among them, the sales of Guangxi's special live broadcast activities, which are mainly based on Guangxi's good things, reached 166 million yuan.
Judging from the results, Dongfang Selection achieved a smooth transition when Dong Yuhui was on vacation. However, with the launch of "Walking with Hui", Dong Yuhui will invest more energy in the new live broadcast room, and the number of appearances in the Dongfang Selection live broadcast room will be reduced, and the traffic of his main account may be affected.