One Dong Yuhui is worthy of ten Oriental selections?
Written by Xue Yaping
Edit | Zhao Jinjie
"The flower path has never been swept by guests, and the Pengmen is now open for you. ”
Dong Yuhui's new account "Walking with Hui", which has been building momentum for a long time, ushered in its premiere on January 9. At 7 o'clock that night, when Dong Yuhui excerpted the above-mentioned poems from Du Fu's "Guest Arrival" as an opening remark, the highest number of online people in the live broadcast room reached 100,000+ almost instantly.
Subsequently, seven anchors including Pan Pan, Dong Dong, and Peng Peng appeared in turn to perform their talents. At about 8 o'clock in the evening, Yu Minhong also appeared in the live broadcast room and joined Dong Yuhui in the live broadcast. According to Yu Minhong, "Walking with Hui" is planning international related business, and its team members have more than 70 people.
After 3 hours of live broadcast of "Walking with Hui" that night, the sales of the live broadcast room had exceeded 150 million yuan. The whole live broadcast lasted for 4 hours, and the highest number of online people in the live broadcast room reached 1.7 million, and a total of 53.48 million people poured into the live broadcast room, with more than 1.24 billion likes.
This is Dong Yuhui's first time taking the lead after the small composition turmoil. The live broadcast results of "Walking with Hui" are not only a big test of Dong Yuhui's traffic, but also a big test of Dongfang Selection's stock price and Yu Minhong's decision-making level. Before the live broadcast, the number of fans of "Walking with Hui" was 4.1 million, the number of fans increased by 3 million during the 4-hour live broadcast, and the number of fans reached 7.1 million at the end of the live broadcast.
The launch of "Walking with Hui" has not affected the amount of goods brought by Dongfang's selection of Douyin's main account for the time being. That night, the number of viewers in the live broadcast room of Oriental Selection reached 14 million, the highest number of online users was 57,000, and the sales volume was 10 million to 25 million yuan, which was basically the same as the previous three days.
However, unlike the "Opening Daji" barrage full of screens in the live broadcast room of "Walking with Hui", the live broadcast room of Dongfang Selection is full of "robot" barrages. Before the start of the broadcast of "Walking with Hui", some fans in the Oriental Selection barrage left a message saying goodbye, "I won't come to this number again in the future", "We have passed", and some fans who chose to stay and support swiped the screen in the form of "Hubei Robot Report", "Xinjiang Robot Report", "Liaoning Robot Report", etc., and some fans also commented in a self-deprecating tone "The flesh-and-blood robot is coming" and "The robot that will place an order is coming".
The stalk of the robot also originated from the small composition turmoil. At that time, despite the loss of Dong Yuhui, the popularity and sales of Dongfang Selection's live broadcast room still doubled, and during the live broadcast period of Sun Dongxu, the former CEO of Dongfang Selection, the popularity and sales were also good, and it was rumored that Dongfang Selection bought volume on Douyin, and the users in the live broadcast room were not all real people. Later, fans of Dongfang Selection began to laugh at themselves as "robots" to counter the doubts of the outside world.
Whether the launch of "Walking with Hui" can become an optimal solution between Dongfang Selection, Dong Yuhui and fans is still inconclusive, but it is certain that it is at least the latest embodiment of the spirit of compromise between Yu Minhong and Dong Yuhui.
The above spirit of compromise is especially prominent in the comparison with other live MCN institutions. In 2023, there will be two game battles between MCNs and anchors in the live broadcast circle, namely Xin Xuan and Dongfang Selection. In Xin Xuan's game station, Simba, the person in charge, tilted the balance to the side of the big anchor and resigned the professional manager Guan Qian;
But this spirit of compromise has further led to the fact that public opinion from the fan side has always been difficult to unify. Since the establishment of the new "Walking with Hui", related controversies have not stopped. Some fans even found out that although the legal person of the parent company of Hui Walk (Beijing) Technology Co., Ltd. is Dong Yuhui, the legal representative of the holding company behind it is still Sun Dongxu, so they arbitrarily believe that Dong Yuhui is still working for Sun Dongxu. In fact, the legal representative and the actual controller of the company are two different things, whether it is Dong Yuhui or Sun Dongxu, in the final analysis, they are all working for Yu Minhong.
Not all fans are on Dong Yuhui's side. In the live broadcast room that night, Dong Yuhui talked about seeing a lot of comments on the Internet that insulted him recently, and after being comforted by Yu Minhong, Dong Yuhui responded that "the light boat has crossed the Ten Thousand Mountains".
For Dong Yuhui and Dongfang Selection, with the launch of the new "Walking with Hui", a new test is coming again.
The most looking forward to Dong Yuhui's broadcast is the "mother-in-law" from all over the country, for some of them, this is a victory they have won for Dong Yuhui.
At noon on January 9th, a steady stream of flower baskets were sent to the e-World Building at No. 11 Zhongguancun Street, which is the location of the headquarters of Oriental Selection, and also the location of Dong Yuhui's new account and Hui's live broadcast that night.
Along with the flower baskets, there are also blessings from "mothers-in-law", some of the flower baskets are written "I wish Dong Yuhui a good premiere with Hui in the live broadcast room", and some of the flower baskets are written "The wind in March, the rain in June, the sky in September, the snow in December, it turns out that we have always been here! Teacher Dong Yuhui has been out of the circle for 19 months of peace and joy". January 9, 2024 is Dong Yuhui's 19th month since he came out of the circle on June 9, 2022.
According to the report of "Tuopin New Consumption", a Dong Yuhui fan said that the start date of January 9 is almost the "auspicious day of the zodiac" selected by his mother-in-law for Dong Yuhui, and even the name "Walking with Hui" was once a suggestion given by fans.
These flower baskets come from all over the world, including Beijing, Hunan, Shenzhen, Gansu and other places, and even overseas. Some Dong Yuhui fans said that the "mother-in-law" in other cities is generally entrusted to the flower shop to deliver it directly, and there are about 100 flower baskets on the scene, which are full upstairs and downstairs. This scene caused fans to joke, "The first time I saw a consumer send a flower basket to a business, Yuhui has this row on the whole network." ”
Peng Peng, the anchor who appeared in the live broadcast room in the evening, also posted on Douyin that afternoon, saying, "I just came to work and found that the company has become a flower shop." Love from all over the world converges into a sea of flowers. Dong Yuhui also said with a smile in the live broadcast room at night, "The corridors on this floor are full today, and I don't know who sent the flowers", Yu Minhong also joked, "When I came in, I walked for two minutes between the ears of wheat and the flowers." ”
It is not enough to just send flower baskets, many "mothers-in-law" even went directly to the scene to provide support, waiting outside the Dongfang Selection Headquarters. On the afternoon of January 9 in Beijing, the lowest temperature was still below freezing. According to a fan at the scene, a staff member came out in the afternoon to tell everyone that the weather was too cold, and a review meeting would be held in the evening, so that everyone should not wait here.
The cold can't stop fans from supporting Dong Yuhui's hearts, "What I lack at home depends on what Yuhui sells" "He just sells grass, and I have to buy a few bundles back".
The enthusiasm of fans who love the house and Wu, with Dong Yuhui as the center, continues to spread around.
Feng Feng, the anchor of Oriental Selection, once mentioned "Walking with Hui" in the live broadcast room, saying, "I have been preparing for the show over there, on the 9th, you can go and take a look at it when the time comes." ”
Feng Feng's behavior attracted the favor of some Dong Yuhui fans, "I said generously to Feng Feng in the live broadcast room that everyone should go over there on the 9th to take a look, and I felt that he was a downright person, unlike some people, who used to be so close colleagues, but in the end they didn't mention a word, as if they never knew each other." ”
When Zhou Chenggang, CEO of New Oriental Education and Technology Group, sent a congratulatory video, it also attracted the thanks of Dong Yuhui's fans, and some fans said, "I bless Yuhui at first glance, and I feel that the more I look at Lao Zhou, the better I look."
As the first writer to post a video to support "Walking with Hui", Yue Nan's comment area also appeared many Dong Yuhui fans who expressed their gratitude, and some also followed Yue Nan.
It is worth noting that the fan group of "Walking with Hui" does not overlap well with Dongfang Selection: from the perspective of user age, Daduoduo data shows that the fan group of "Walking with Hui" is dominated by users aged 24-30, accounting for 90%, and the fan group of Dongfang Selection is dominated by users aged 31-40, accounting for about 54%; from the perspective of user city distribution, users from fourth-tier cities account for 40% of the users of "Walking with Hui" , which is the same as the proportion of users from first-tier cities, and only 13% of users selected by Dongfang are from fourth-tier cities.
Walk with Hui Fan City Grade Distribution, Source: Daduoduo
The above data further reflects the current situation of direct competition between the two live broadcast rooms of "Walking with Hui" and Dongfang Selection. In the live broadcast room with Hui that night, the small yellow car products are all third-party brands, and there is no Dongfang Selection's self-operated products, which may also mean that the supply chain with Hui will be cut with Dongfang Selection's self-operated products, and further distinguish it from Dongfang Selection's high customer unit price in terms of product selection.
After the small composition turmoil, Dongfang Selection and Dong Yuhui have undergone new changes.
Yu Minhong began to increase the tilt of resources for anchors, especially big anchors, and sought to coexist harmoniously with big anchors: on the one hand, he deeply bound Dong Yuhui and selected new identities such as senior partners and vice presidents of New Oriental Cultural Tourism Group for Dong Yuhui; on the other hand, he began to physically cut with Dong Yuhui to a certain extent, setting up an independent studio for Dong Yuhui and opening a new live broadcast room.
Yu Minhong's support for the anchor is not limited to Dong Yuhui alone. Dong Yuhui once said that Yu Minhong said that if the energy of other anchors in the live broadcast room reaches a certain level in the later stage, he will also open up a separate live broadcast room for other anchors as appropriate, so that everyone can fully release themselves. However, these independent live broadcast rooms will still be 100% controlled by Dongfang Selection to a large extent, referring to "Walking with Hui", and the GMV (total transaction value) of the new account will be included in Dongfang Selection's financial report.
However, behind the promotion and salary increase, the new test faced by Dong Yuhui may be on the way.
The first challenge is that Dong Yuhui will face a traffic competition with Dongfang Selection for a long time. Dong Yuhui revealed that the plan of "Walking with Hui" was to broadcast five days a week, and he broadcast for two hours a day, and the fixed time was 8 o'clock in the evening to 10 o'clock in the evening. Although Dong Yuhui and Yu Minhong said in the live broadcast room that "Walking with Hui" has no sales performance, every move of "Walking with Hui" will be noticed and compared by the outside world after that, and whether Walk with Hui can continue the good momentum of the debut still needs time to test.
As the newly appointed vice president of New Oriental Cultural Tourism Group, Dong Yuhui will also take on the important task of revitalizing the cultural tourism business. Like live streaming, as one of the two new ways out of New Oriental after its transformation, cultural tourism is Yu Minhong's second venture after Oriental selection.
According to the data of Cicada Mother, after Dong Yuhui became the vice president of cultural tourism, the number of fans on various accounts of New Oriental Cultural Tourism increased wildly, and the number of viewers in the live broadcast room soared, but the sales did not rise simultaneously. In the comment area of the Douyin live broadcast room of New Oriental Cultural Tourism, many fans were persuaded by the price, "It's too expensive, not something that ordinary people can afford." For the "mothers-in-law", compared with dozens of food and daily necessities, in the face of thousands of travel packages, the threshold for support has been infinitely raised.
The time has come to test Dong Yuhui. The cultural tourism industry involves catering, accommodation, scenic spots and other links, and different regions have different characteristics, and the time has come to test Dong Yuhui. The cultural tourism industry involves catering, accommodation, attractions and other links, which puts forward higher requirements for the management's supply chain coordination and resource integration capabilities. Compared with the vertical segmentation and long-term standardization of established OTA platforms such as Ctrip and Tongcheng in this field, Dongfang Selection has not been deeply integrated into the industrial chain.
With Dong Yuhui after an independent studio, it will also bring a new test to Dongfang Selection.
Although Dong Yuhui did not leave Dongfang Selection, after focusing on walking with Hui, Dong Yuhui's investment in Dongfang Selection is bound to be less than before. The live broadcast room of Dongfang Selection is invisibly missing such a traffic responsibility as Dong Yuhui.
Sun Dongxu, who has become well-known in the small composition turmoil, seems to have become a new candidate to fill the gap in the flow of Oriental selection. On January 5, Sun Dongxu broadcast live on Douyin, attracting 30 million views, three times the number of viewers the day before, and the live broadcast room sold 25 million to 50 million yuan, and the daily sales of the live broadcast room in the previous days were 10 million to 25 million yuan. Sun Dongxu couldn't help but ridicule himself as "well-known and low-reputation".
But when the small composition turmoil completely disappears, it is still unknown whether Sun Dongxu's traffic personality can continue to be stable.
It is worth noting that in order to cope with the crisis, Dongfang Selection has offered two price reduction promotions, although it has made up for the missing traffic and sales, but to a large extent, it is contrary to the high-premium boutique strategy pursued by Dongfang Selection.
At the end of July last year, Dongfang Selection's self-operated stores and live broadcast rooms were shut down by Douyin for three days. Yu Minhong's treatment plan at that time was to reduce the price and promote it and lead it to the Dongfang Selection APP. At that time, the data showed that in the 4 days of promotion, the sales of Dongfang Selection APP exceeded 110 million yuan.
The small composition turmoil that broke out afterwards led to a large number of de-fans of Dongfang Selection, and the stock price plummeted, Yu Minhong's initial treatment plan was still a price reduction promotion, and because of this, even after Dong Yuhui suspended the live broadcast, the sales of Dongfang Selection's live broadcast room were still 50 million-75 million yuan for two consecutive days.
However, the price of Yu Minhong's choice to reduce the price is contradictory to the high-premium boutique strategy he wanted to pursue at the beginning of the establishment of Dongfang Selection.
To make matters worse, price reductions can not only hurt the brand image, but also cause emotional damage to existing users. Previously, Dongfang Selection's multiple price reductions caused dissatisfaction among consumers on social platforms, "Dongfang Selection has continuously reduced prices, I feel like a big wrongdoer", some fans said that they fancy the quality of Dongfang Selection's products, so they accepted the price significantly higher than the market price, but the multiple price reductions made her feel that her feelings were wrong.
It is still unknown whether Dongfang Selection will repeatedly jump between the boutique strategy and price reduction promotion, but users who have already managed the price expectation may find it difficult to accept the price increase of Dongfang Selection. Some users said that she had bought 128 yuan and 118 yuan for an Ecuadorian white shrimp with 30-40 specifications selected by Dongfang, and now it has been 88 yuan for almost a month, "If I want to go back to 128 yuan, I may not buy it again." ”
With the help of price reduction to maintain the company's sales momentum, this is the choice that Dongfang Selection has made, and the price reduction promotion is likely to become another trump card of Dongfang Selection for a longer period of time. On January 8, Dongfang Selection released a new price insurance mechanism: self-operated food insurance for 7 days and non-food price insurance for 30 days.
However, the problem is still on the top of Dongfang Selection, to be a high-premium agricultural product technology company, Dongfang Selection obviously cannot be maintained by continuous price reduction.
Resources:
"Walking with Hui" with whom", Beijing Business Daily
"Tonight, Dong Yuhui "exploded" again!", China Securities Journal
"Behind the 9th Broadcast of Dong Yuhui's Personal Live Room" expands new consumption
"Airborne" Dong Yuhui, will New Oriental Cultural Tourism be good?"