Text: Daily People Club Chang Fangfei
Edited by Xin Ye
Operation|Circle
This is not only the first live broadcast of Dong Yuhui's independent live broadcast, but also to show that the exodus crisis between him and Dongfang Selection has been completely lifted and there is no more mustard.
But what happened is still visible from the conversation between the two sides. Dong Yuhui used "I was swept into the whirlpool without doing anything" to describe the storm of public opinion half a month ago. Yu Minhong is much more optimistic, "Judging from the results, it is better to have such twists and turns than not to have them."
160 million in 4 hours, "mother-in-law" supported Dong Yuhui
Less than a month after the "small composition" turmoil, Dong Yuhui, who "left" the live broadcast room of Dongfang Selection, opened up a new home field.
On the evening of January 9, he led the live broadcast room "specially created for him" with Hui to complete the premiere appearance. This time, Dong Yuhui is no longer just an anchor, he has become the absolute center, the director who masters the rhythm of the live broadcast.
The songs in the skewering link have to be "everyone has heard", from "Mountain Songs Are Like Spring River Water" to Jay Chou's "Rice Fragrance". The streamers rewrote his favorite old song "Five Hundred Miles", "Steak Frying Pan with English/History, Humanities and Geography/Interviews and Travels/It's All Memories."
Following the notes, many people accompanied Dong Yuhui to revisit the journey of more than a year, and many new fans also watched a "literary performance" of poetry recitation and chorus. And when it comes to the core selection link, it is still Dong Yuhui who gives the team the final word - go directly to the comment area to read the needs of fans, "What consumers want, we will sell".
Photo / Official poster
Dong Yuhui seems to want to "bring people" more than bringing goods. At the beginning of the live broadcast, he deliberately arranged for 7 new anchors to open with a talent show, in order to let them "shine when there are many people". Compared with the Oriental selection anchors with millions of fans such as Yoyo, Dunton, and Mingming, these 7 anchors basically had about 100,000 fans before the broadcast. But after a few hours around Dong Yuhui, fans praised the young people as "Ya, really Ya" and "as talented as Yuhui".
As it sounds, every link isn't earth-shattering enough, except for the data of this premiere. Almost as soon as the broadcast began, the number of viewers exceeded 100,000. In just 4 hours of live broadcast with Hui, he won the five first places in the popularity list, hour list, goods list, fan list, and number of likes at the same time.
Dong Yuhui once again proved his appeal as a super-head anchor. The number of fans in the live broadcast room rose rapidly, and as of the end of the live broadcast, the number of followers on the account exceeded 3 million. Just as amazing as the speed of increasing fans is the speed of selling. Fans didn't give Dong Yuhui time to talk slowly, and sometimes when he just started, the off-camera director directly told him that he was "out of stock". Douchacha data shows that the GMV of the entire live broadcast is expected to be 160 million yuan. And the moment he heard that the number of likes of the entire live broadcast exceeded 1 billion, Dong Yuhui "goosebumps rose" and subconsciously hugged his head.
He is also gradually adapting to his new role as vice president of New Oriental Cultural Tourism Group. He was happy about the recent explosion in Harbin, after all, it was a place where "gave everything generously in the early days of the founding of the People's Republic of China". In the future, as the only super-head anchor selected by Dongfang, he will continue to increase the proportion of cultural and tourism products in the live broadcast room with Hui.
And behind this "1000000000000 project", there are countless fans who have chased from Dongfang Selection to walk with Hui, from online to offline. The new team is still working in Zhongguancun E World, and as soon as the elevator door opens, barley and flowers sent by the "mothers-in-law" are everywhere. The card reads a blessing to the "son-in-law": "Peace and joy, eat well and sleep well." Like every fan of an idol, they wore uniform red hoodies and took photos in the sea of flowers. The security guards on the side had never seen such a battle, so they could only stay where they were.
Even Yu Minhong, who founded New Oriental and has seen countless famous teachers, joked during the live broadcast that he "walked between the ears of wheat and flowers for 2 minutes", revealing his surprise at this fiery sense of enthusiasm between the lines.
It seems to shake something up. Zhang Zhao, who worked in Dongfang Selection, revealed that the company once had to ensure the duration and number of live broadcasts of each anchor, and it was not allowed to mention the word "mother-in-law" in any official copy. But in the live broadcast room with Hui, this rule is no longer important.
The highlight of the first live broadcast came an hour after the broadcast. The founder of the company and the most profitable anchor in the whole company sat together after the turmoil. The atmosphere is still a little delicate, Yu Minhong occasionally pretends to be jealous, and when he talks about almost every wine game recently, a friend asks him "when will Yuhui come". Although Dong Yuhui said that he didn't close his eyes all night, he still quickly gave an answer with full emotional intelligence - "Your friends must be like you, caring for juniors."
Dong Yuhui and Yu Minhong broadcast live together. Picture / Screenshot
Yu Minhong also looked at the camera and repeatedly emphasized Dong Yuhui's ability and status, believing that the latter was not as humble as he was, because of the "green smoke from the ancestral tomb", and because he stood on the shoulders of New Oriental's "giants", he had such achievements, but because of his diligence and connotation, so that individuals and platforms can "achieve each other".
Both sides did their best to maintain a happy atmosphere for the guests and hosts. This is not only the first live broadcast of Dong Yuhui's independent live broadcast, but also to show that the exodus crisis between him and Dongfang Selection has been completely lifted and there is no more mustard. But what happened is still visible from the conversation between the two sides.
Dong Yuhui used "I was swept into the whirlpool without doing anything" to describe the storm of public opinion half a month ago. Yu Minhong is much more optimistic. Driven by public opinion to adjust the organizational structure of Dongfang Selection, after realizing that the company wants to give capable people a bigger platform, he feels that "from the results point of view, it is better to have this twist and turn than nothing".
"Only the world where the power of heaven is injured has been reached"
Less than a month ago, this twist and turn had already allowed Dong Yuhui and Yu Minhong to live broadcast together.
At the time, both men looked like they had lost a battle and were dejected. Under the panoramic lens, the tension and embarrassment of both sides cannot be hidden. After the emergency dismissal of Sun Dongxu from the position of CEO of Oriental Selection in the "Small Composition Turmoil", Yu Minhong almost walked into the live broadcast room with Dong Yuhui with the determination to stabilize the stock price and military morale.
A few hours of live broadcast were spent in Dong Yuhui pouring out his thoughts, while Yu Minhong was vague. In the face of the confrontation between the two sides in public opinion, Yu Minhong believes that Sun Dongxu, as the CEO, should not add fuel to the fire, "My personality is relatively weak, and I respect their face too much." But this does not prevent Yu Minhong from still affirming the ability of a capable general, "Xiao Sun is a vigorous and decisive person, without Xiao Sun, Yuhui and I can't do anything."
On the other end, there stood the depressed Dong Yuhui and the angry "mothers-in-law". Fans are looking forward to Yu Minhong being able to administer justice, promotion, and salary increase to honest people who have been bullied, and the relevant barrage in the live broadcast room has been repeatedly lit up. And Yu Minhong has always been vague, only saying that "to give Yuhui more room for growth, in the future, he will definitely have the right to speak."
In the end, Dong Yuhui had three more titles on his head - senior partner of Oriental Selection, cultural assistant to the chairman of New Oriental Education and Technology Group, vice president of New Oriental Cultural Tourism Group, and also had a new account and team. Dong Yuhui is no longer just an anchor, not only to participate in the selection of products, but also to manage the team.
And Sun Dongxu is also just as Yu Minhong said, "continue to participate in the Oriental selection platform". He reappeared in the live broadcast room as a part-time anchor, half-jokingly complaining, "I have lost the right to approve." But other than that, nothing seems to have changed. According to a person close to Dongfang Selection, the self-operated supply chain is still managed by Sun Dongxu on a daily basis.
It is worth noting that all the goods sold in the premiere with Hui are from third-party merchants, and none of them are from Dongfang Selection.
Not only that, the company behind the new live broadcast room is Hehui Peer (Beijing) Technology Co., Ltd., the legal representative and executive director is Dong Yuhui, and at the same time, the company's parent company is Beijing New Oriental Xuncheng Network Technology Co., Ltd., which is represented by Sun Dongxu.
In less than a month, he walked with Hui to intensively complete a series of actions such as team formation, company registration and broadcasting. Photo / Screenshot of Qichacha
Yu Minhong once said to Sun Dongxu: Do you know why you were chosen to be the person in charge of Dongfang Selection? Because you and I have the most peasant temperament in our company. There may be an element of joking, but it is not difficult to see Yu Minhong's approval of Sun Dongxu. In the eyes of insiders, the most valuable part of this recognition is mastering the own supply chain of agricultural products.
At one time, a strong person came to him and wanted to help Dongfang Selection do supply chain management, but Sun Dongxu would rather spend a day in farmland, research institutes, and warehouses than hand over his "life". Behind this decisiveness is the team's long-term high level of intense work rhythm. According to the late LatePost report, in order to do a good job in self-operated products, Sun Dongxu called half of the company's people to form four self-operated product teams to race each other, there is no boundary between the teams according to the category, all teams can make the same product, find suppliers to order products, and finally find Sun Dongxu to report, and he decides which plan to choose.
After the explosion of Dongfang Selection in the past year, the workload has increased dramatically, and the employees are busy and busy, working more than 10 hours a day. A former employee told the Daily People that it was very difficult to get off work and ask for leave, and it was very difficult for the self-operated products and supply chain departments selected in Dongfang, "with the pneumonia diagnosis certificate, the leaders rarely approved leave".
In the face of this crisis of public opinion, Yu Minhong tried to balance everyone's demands by adjusting the organizational structure.
For Dongfang Selection, there is no loss of personnel, and at the same time, the new business is handed over to the super head anchor Dong Yuhui. Dong Yuhui has a more free space and has completed the identity transformation from an anchor to a manager. After public opinion subsided, Sun Dongxu, who called himself "Brother Apologize", walked back to the front of the stage, still holding heavy troops.
Zhao Yuanyuan, an expert in live broadcast e-commerce, analyzed the daily characters and said that after mastering its own supply chain, Dongfang Selection successfully avoided the price war of the whole network, "continuously cultivating on the product side, and achieving differentiated competition in many aspects such as quality, quality, price, time, and place." On the other hand, "supply chain management is very important for the valuation of the capital market, and Yu Minhong has also reassured those who have laid the foundation."
At this point, he joked, "only the world where the anchor Tianquan was injured has been achieved."
Bet on cultural tourism and bring fire to the next Harbin?
Although most of the first-party agricultural products sold in the premiere are still third-party agricultural products, Dong Yuhui and Yu Minhong both revealed that the direction of the next focus with Hui is in cultural tourism.
Up to now, cultural tourism, education, and live broadcast e-commerce have become three parallel business lines within New Oriental Group. Since October last year, New Oriental has successively established 18 holding cultural tourism companies in Shanxi, Heilongjiang, Fujian, Anhui, Jiangxi, Inner Mongolia, Jiangsu, Henan, Hebei, Hubei and other places. Peng Xin, who is close to Dongfang Selection, revealed that in fact, many of these branches were born and transformed from the original New Oriental Education and Training Branch.
Last summer, Zhejiang Yuyou Travel Agency Co., Ltd., the organizer of New Oriental Cultural Tourism's first "Yu You Walk with Dongpo Tracing Tour", was established on June 5, 2023, and was previously wholly owned by Zhejiang New Oriental Training School Co., Ltd. It was not until a month ago that it was changed to Beijing New Oriental Wokade International Education Travel Branch.
Even the lecturers in the cultural tourism team are directly selected from the teaching team of New Oriental. As early as April last year, Yu Minhong hoped to replicate the path of teachers' transformation into live broadcast e-commerce anchors, so that teachers with outstanding expression skills could continue to transform into cultural tourism tour guides - "In the future, the cultural tourism business will cultivate a group of tour guides who can give lectures." Some New Oriental sales staff also revealed that the lecturer who participated in the group was actually the history and Chinese teacher of New Oriental's previous junior and senior high school departments.
Behind this, Yu Minhong is still trying to balance policy, affection, and business. After the double reduction landed, the traditional K12 education and training business was suspended, and Yu Minhong understood that he wanted the big ship of New Oriental to sail smoothly and cultural tourism as a suitable direction.
The successive explosions of Zibo and Harbin have made the cultural and tourism bureaus around the country want to taste the sweetness of becoming Internet celebrity cities. Dong Yuhui has previously shown his compatibility with the promotion of cultural tourism in the series of live broadcasts of "Oriental Selection to See the World", and the popular "small composition" is the best proof of this. Insiders revealed to Daily People that previously, Dong Yuhui's appearance fees for cooperation with local cultural and tourism bureaus were "all in the millions". Peng Xin also believes, "Lao Yu has not retired at the age of 61, and when he goes to do cultural tourism, he wants to take the principals of each branch and those old people who have fought for New Oriental to find a new head." ”
As a platform, Douyin, whether it is live e-commerce or local life, wants to have further in-depth cooperation with Dongfang Selection. Yu Minhong revealed that Douyin attaches great importance to the premiere of walking with Hui, and sent many employees to the scene to support.
In the past 2023, Douyin and Meituan are at war over local life, and the in-store business is the top priority. In Douyin's revenue structure, the in-store catering business dominates, because the unit price of group purchases is generally low, and Douyin can promote it more efficiently. Douyin insider Wen Ting revealed that at present, users still tend to buy on Ctrip and Meituan platforms because of the higher unit price of the wine and tourism business.
For Douyin, Dongfang Selection and Walking with Hui can not only provide travel routes, attraction tickets, hotel packages and other products, but also hold the first and second tier of women between the ages of 30 and 40, "This part of the most purchasing power of the group is exactly what Douyin needs", Wen Ting said, "Whether it is to develop local life or shelf e-commerce, Douyin needs better users." ”
In addition, according to deep web reports, in the future, "Walking with Hui" may also enter the field of knowledge payment. Previously, in the celebrity knowledge activity launched by Douyin, Yu Minhong and Dong Yuhui were among the invited guests, creating content together with writer Mo Yan, artist Cai Guoqiang, and dancer Yang Liping. At the end of last year, Douyin also began testing a paid video content service, which means that users need to pay to unlock all the content when they watch some video content on the platform. Daily, knowledge, entertainment and other content, as long as the content meets the requirements of the platform, can be set to pay to watch.
Many people believe that Luo Yonghao's strategic importance to Douyin e-commerce in 2020 is just as Dong Yuhui is to Douyin's local life at this moment. The premiere of Walking with Hui is just the beginning, and the smoke of competition in 2024 has been ignited.
(At the request of the interviewee, Zhang Zhao, Peng Xin, and Wen Ting are pseudonyms.) ）
Resources:
The origin of the conflict in the selection of the East: unbalanced relationships, different goals, late Latepost
Douyin, Oriental Selection, Meituan's cultural tourism "Three Kingdoms Killing", Wall Street news
Dong Yuhui premiered, and Dongfang selected "internal horse racing", deep web