January 9, 2024
Dong Yuhui returned to the live broadcast industry after the 'Little Composition' incident and opened his new chapter "Walking with Hui". The live broadcast in Hangzhou, Zhejiang Province, attracted more than 860,000 viewers and achieved an astonishing GMV of 100 million yuan in the first broadcast.
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In contrast, the main account of Dongfang Selection is relatively deserted. "Walking with Hui" features diversified products such as fresh food, grain and oil seasoning, and snack specialties, showing some overlap with the live broadcast room of Oriental Selection. The future development of the new account and its impact on the live streaming industry are closely watched.
As soon as the topic was posted on the Internet, the comment area instantly exploded! Tens of thousands of comments poured in
Some of these netizens' comments are even more interesting and interesting, let's take a look
Luo Yonghao said, open a live broadcast separately to know the value of Dong Yuhui [heart]
Netizen: I withdrew from the Oriental Audition
Dong Yuhui passively gave up more than 30 million accounts, and started a new account from 0, his courage is commendable [Bixin] [Bixin]
Netizen: It's easy to pay attention to 30 million, everyone takes the previous one, and then pays attention to walking with Hui, just two steps, two fingers
Successfully was a fan of Dong Yuhui, and liked his erudite and talented appearance [picking his nose]
Netizen: Really, Yuhui didn't do anything, he was swept into a whirlpool, this month is not easy!
Netizen: The latest news, with Hui Walk with more than 7 million fans and 1.28 billion likes, breaking the Douyin record
Netizen: Zhang Daxian is to grab the mobile phone, the probability of likes is high, I also clicked, this is really a spontaneous fan [呲tooth]
Dong Yuhui's fans are middle-class, and they are of high quality and have good taste.
Netizen: Dong Yuhui's fan base is highly consistent with JD.com's positioning
Some people say that Yuhui is a fan, but why not say that he is a fan of students, he used to be in class this style, a teacher dares to laugh at himself just to shorten the distance with students, there are a few such teachers in life!
Netizen: Which student doesn't like such a teacher?
Netizen: The layout of the live broadcast room with Hui is very elegant. Now Oriental Selection, it feels like selling groceries in the setting
Netizen: Spending money also has to spend comfortably [呲tooth][呲tooth][呲tooth]
Editor's analysis
The premiere of "Walking with Hui" was a remarkable success on January 9, with the number of viewers and sales exceeding that of Dongfang Selection's main account. On the night of its premiere, it attracted more than 860,000 viewers, recorded a GMV of more than 100 million yuan, and garnered more than 1.29 billion likes and more than 1 million in-item sales in just four hours. In contrast, the performance of the main account of Dongfang Selection is relatively weak.
The current product selection of "Walking with Hui" covers many categories such as fresh food, grain and oil seasoning, snack specialties, books and magazines, personal care, etc., and some products overlap with the live broadcast room selection selected by Dongfang. The team of the account consists of 71 people, mainly composed of elites from various departments of Oriental Selection.
Yu Minhong, the founder of New Oriental, said in the premiere broadcast that the positioning of the live broadcast room is "content culture first, sales second", Dong Yuhui also emphasized that he will adhere to the original intention of agricultural products and explore the possibility of books and culture in tourism. In the future, "Walking with Hui" may also carry out cross-border cooperation, involving leaders from all walks of life.
Although the success of "Walking with Hui" is remarkable, some experts have pointed out the instability and risks of the Internet celebrity model, including the rapid decline in content freshness and the risk of MCN institutions losing their top anchors. Dongfang Selection said that it would stick to the product route, and "Walking with Hui" did not show Dongfang Selection's self-operated products in the premiere, which may indicate that Dongfang Selection may be inclined to the Internet celebrity model in the creation of new accounts.
Dong Yuhui's personal account is owned by him, which means that even if he leaves the company, the account belongs to him. For Dongfang Selection, as long as the company corresponding to "Walking with Hui" is still in the listed company system of Dongfang Selection, this will be good news. This model helps Dongfang to select and retain talents, and also provides greater development space for the company and talents.
The future development and long-term success of "Walking with Hui" will depend on the organizational management capabilities, supply chain construction capabilities and marketing capabilities of its team. At present, Dong Yuhui and his team are preparing for the specific operation strategy of the new account, which is expected to gradually become clear after February.
Thank you for reading, those who have money hold a money field, those who don't have money hold a personal field, I hope to get your likes Follow comments, I wish you all a day in the gold, happy every day
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