At 19 o'clock on January 9th, the Douyin account "Walking with Hui" was launched, and Dong Yuhui and Yu Minhong appeared in the live broadcast room in person, which marked Dong Yuhui's official comeback to carry out live broadcasts with goods after the "Little Composition" incident in December last year. In just 2 hours after the broadcast, the number of followers of the account of "Walking with Hui" increased by nearly 1.6 million to 7.128 million, of which active fans accounted for 85%.
The number of likes also quickly exceeded the 1 billion mark. During the peak period of popularity gathering, the highest number of simultaneous online viewers in the live broadcast room was as high as 1.68 million, and then a huge spike heat was formed, and almost all the goods brought on the spot were seconds.
According to third-party data monitoring, the total number of viewers of this live broadcast exceeded 30 million, of which Android accounted for more than 60%. From the perspective of the geographical distribution of users, Jiangsu, Shandong, Henan and other provinces have a large number of viewers. From the perspective of cities, first-tier cities such as Beijing, Shanghai, and Hangzhou pay more attention to live broadcasts. In terms of sales performance, the actual transaction amount of the live broadcast exceeded 100 million yuan, ranking third on the Douyin live broadcast list that night, second only to the live broadcast room of a beauty and luxury brand.
It is foreseeable that the premiere of "Walking with Hui" has made a very good start, showing strong commercial monetization capabilities in traffic aggregation and conversion. This also proves that Dong Yuhui still has a very high market appeal and influence in the field of short video delivery.
"Walking with Hui" is a live streaming company with goods established by 100% holding of Xuncheng Network, a subsidiary of New Oriental, with a registered capital of 10 million yuan. The legal representative is Dong Yuhui, and Yu Minhong has become the actual controller of the company through equity penetration. At present, the team size of "Walking with Hui" is close to 70 people, and most of the team members come from the elites of various business departments of New Oriental.
According to Yu Minhong, the strategic purpose of establishing "Walking with Hui" is to provide Dong Yuhui with a larger platform and give full play to his talent and charm. Dong Yuhui also said that this is like creating a new company from scratch, and he is responsible for every employee and customer of the company.
It can be seen that after Dong Yuhui's "small composition" incident in December last year, the senior management of New Oriental Group made a positive response and set up a new company with Dong Yuhui as the core, hoping to explore more of his commercial value. This is also regarded as New Oriental's reuse and support for Dong Yuhui.
In the premiere live broadcast, Dong Yuhui and Yu Minhong both made positive statements on the future development plan of "Walking with Hui". Dong Yuhui said that the company will continue to focus on agricultural products, daily necessities and other tracks, and will also actively explore new possibilities such as books, culture and tourism. He also revealed plans to visit 20-30 primary and secondary schools to give public lectures.
Yu Minhong also put forward the idea of carrying out international live broadcasts, suggesting that Dong Yuhui could consider Australia to carry out live broadcasts with goods and contact overseas markets. In this regard, Dong Yuhui also stated that he would consider trying live broadcast abroad in the future.
From this, we can see that the development idea of "walking with Hui" will mainly focus on two points: one is to continue to consolidate the basic track of agricultural products and daily necessities; The second is to expand new growth points such as culture, public welfare, and internationalization. This is also more consistent with the strategic direction of cultural tourism that New Oriental Group has recently pursued.