Source: Internet
At 19 o'clock on the evening of January 9th, the account "Walking with Hui" with Dong Yuhui ushered in the live broadcast debut.
Yu Minhong and Dong Yuhui led 7 anchors, and a group of 9 people conducted live broadcasts including bringing goods, talent shows, and fan interactions.
After the broadcast, Dong Yuhui served as the "host" and "director", and the anchors of the live broadcast group performed talent shows in turn. Only about 10 minutes later, this live broadcast became the first place in the "hour list" and "popularity list" of Douyin live broadcast.
At the same time, the live broadcast of "Oriental Selection" is also underway. As of 19:30, Oriental Selection ranked third in the list of "food all over the world", and "Walking with Hui" was the first place in the total list of goods.
In less than 4 hours, Dong Yuhui reappeared as a "top stream" to attract gold. That night, the sales of the live broadcast room exceeded 150 million yuan. Approaching the end of the broadcast, the number of fans with Hui has reached 7.098 million, an increase of nearly 3 million compared with before the broadcast.
Income of 500 million? Dong Yuhui responded
According to statistics, the number of fans of "Walking with Hui" at the beginning of the broadcast was 4.168 million, and the number of fans reached 7.089 million at the end, that is, in less than 4 hours, Dong Yuhui gained nearly 3 million fans, almost 12,000 fans per minute.
According to Gray Dolphin data, as of 21:00 on January 9, the cumulative number of online viewers of the live broadcast exceeded 30 million, and the peak number of viewers exceeded 1.7 million. In terms of GMV, at around 22:20 on the 9th, Dong Yuhui revealed that the sales of this live broadcast have exceeded 150 million yuan.
In the premiere of Dong Yuhui's new account, there is another topic that has attracted the attention of netizens, that is, the list of "Top 50 Online Anchors in Annual Net Income in 2023" circulated on the Internet. This list shows that the annual income of Dong Yuhui and other anchors has exceeded 500 million yuan, of which Dong Yuhui's annual income is 522.6 million yuan, ranking fourth.
During the live broadcast, Dong Yuhui responded to the online income of more than 500 million. "Irresponsible journalism," he said. My mom messaged me and said, get the money soon. In addition, he also responded to whether to bring cosmetics, he bluntly said: "I still can't overcome my heart." ”
In the subsequent exchange with Yu Minhong, who walked into the live broadcast room, Yu Minhong once again mentioned the "small composition" incident, saying, "Although there were some small turmoil before, I think the later result is better than no twists and turns, which makes Yuhui his own platform ahead of schedule."
On January 9, Dongfang Selection's stock price rose. As of press time, the company's share price was HK$30.1 per share, up more than 2%, and once rose nearly 4% intraday.
Dong Yuhui's new team was unveiled
According to the enterprise investigation, Youhui (Beijing) Technology Co., Ltd. was established on December 22, 2023, with a registered capital of 10 million yuan, the legal representative is Dong Yuhui, Yu Minhong serves as a supervisor, and is also the beneficial owner, with 99% of the final beneficiary shares.
The company's business scope includes wholesale of daily necessities, Internet information services, publication retail, performance brokerage, commercial performances, tourism business, etc. According to shareholder information, the company is wholly owned by Beijing New Oriental Xuncheng Network Technology Co., Ltd.
In the live broadcast on December 18, 2023, Dong Yuhui and Yu Minhong revealed that Dong Yuhui's live broadcast sales in Dongfang will decrease, and New Oriental will set up a personal studio for Dong Yuhui to better do cultural tourism projects. In the future, the two will set up a new account about a month after the incident subsides, which will be used exclusively for celebrity interviews, book sales, and cultural tourism promotion, etc., and will no longer be obsessed with GMV sales.
"Mr. Yu talked to me about what Dongfang Selection can sell in the future, and I can also sell it. The items can coincide exactly, or they can alternate with each other. Everything is being tried. Dong Yuhui once said in the live broadcast.
In the live broadcast on the evening of the 9th, Dong Yuhui said that in the past few days, he has been a part-time director and rehearsed some programs.
In addition to Dong Yuhui himself, his team members also appeared one by one, including Hansen, Chuanxi, Panpan, Xiaoxiao, etc. They are all Dong Yuhui's old partners, and they once brought a lot of joy to the audience in "Dong Yuhui's Farm". Dong Yuhui said that they are his family and his friends, and he is grateful for their company and support.
Yu Minhong revealed in the live broadcast room that there are currently nearly 70 team members of "Walking with Hui", and will continue to recruit more personnel after the year.
Yu Minhong said that he is very confident in Dong Yuhui's new account, he believes that Dong Yuhui is a talented, dreamy, and responsible person, and his live broadcast can not only bring high-quality goods to the audience, but also convey positive energy and values. Yu Minhong also said that he will always support Dong Yuhui and hope that he can continue to shine in the live broadcast industry.
Entrepreneurs organized a group to learn from Dong Yuhui
On the evening of January 10, Zhou Hongyi, founder and chairman of 360 Group, posted on Weibo, "Old friends came to Dongfang to select and collectively learn about the Internet celebrity economy, strive to understand the traffic password, keep pace with the times, and listen to Yu Minhong and Dong Yuhui share their efforts and persistence." ”
The accompanying picture shows that Feng Lun and other entrepreneurs are listening intently to Dong Yuhui and others sharing.
Source: Zhou Hongyi Weibo
In this regard, Dong Yuhui responded in the live broadcast room: "I can only talk nonsense and be embarrassed, that kind of occasion is like calling your child in front of your elders during the Chinese New Year and letting your child perform a backflip for you." ”
1+1>2
In terms of products, there were more than 180 links on the shelves in the live broadcast room of "Walking with Hui" that night, including fresh food, snacks, books, daily products, etc. Some of these products coincide with the Dongfang Selection live broadcast room, and the four products with the highest live broadcast sales have also appeared in the Dongfang Selection live broadcast room, due to the difference in product specifications and prices, the price is slightly different, but there is no Dongfang Selection self-operated products in the small yellow car.
According to the data of Cicada Mother, the total number of fans of "Walking with Hui" is 7.369 million, the cumulative sales of live broadcasts exceed 1 million, and the cumulative sales of live broadcasts exceed 100 million yuan. It is worth noting that the data shows that in the past ten days, the total number of fans in the Dongfang Selection live broadcast room has continued to decline, from 31.608 million on December 31 to 31.501 million at present, and sales have also fallen from more than 100 million yuan on December 18 to 10 million yuan to 25 million yuan on January 9.
CICC released a research report saying that Dongfang Selection's Douyin was basically stable, and Taobao and App contributed additional increments. It is expected that Dongfang Selection's revenue in the first half of FY24 will be 2.61 billion yuan, a year-on-year increase of 26%, and the adjusted net profit will remain stable year-on-year, about 600 million yuan (the adjustment includes about 2-300 million yuan of equity incentives), corresponding to an adjusted net profit margin of 22%, a year-on-year decrease of about 7ppt, mainly due to the increase in investment in the live broadcast business and the increase in the proportion of self-operated products with low profit margins. Despite this, the bank expects the adjusted net profit margin of the company's live streaming business to be stable year-on-year. Maintain the "outperform" rating of Oriental Selection and lower the target price to HK$36.
It is worth noting that the affiliated company of "Walking with Hui" is 100% controlled by Dongfang Selection, and the total amount of commodity transactions of the new account is included in the financial report of Dongfang Selection, and the two are not separated.
In the view of Zhang Shule, an industry commentator, the "small composition" incident happened suddenly, and the team with Hui was also preparing to be established and broadcast within a month, and it is difficult to achieve differentiated differentiation at present. He noticed that the live broadcast with Hui on the evening of January 9 had the style of emphasizing knowledge and bringing goods. Zhang Shule believes that the homogenization of the selection of products between the two sides is not a big problem now. "No matter which account it is, the fans are still in the traffic pool selected by Dongfang. It seems to dilute the followers of the 'Oriental Selection' account, but the total amount is actually growing. ”
Zhang Yi, CEO and chief analyst of iiMedia Research, also holds a similar view. He pointed out that through "walking with Hui", Dong Yuhui's personal IP has been strengthened, and other accounts have been diverted. However, the effect of the current implementation is that on the one hand, it has motivated the small team, and on the other hand, it has also brought incremental results to the overall performance of the company. "In essence, it is still about dividing the cake around the huge market, achieving the effect of '1+1>2'. ”
Source: WeChat public account "Caizhi Headlines" is synthesized from: Daily Economic News, Interface News, Surging News, Securities Daily, etc
Editor-in-charge: Yuan Kai
Proofreading: Fenghua
Review: Gong Zimo
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