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Preamble:
As a veteran entertainment journalist, I have been following the dynamics of the entertainment industry. At the beginning of 2023, Dong Yuhui's "storm of bringing goods" impressed me deeply, and also gave me a new understanding of the current development of the entertainment industry. Here, I would like to share with you some of my insights and interpretations of this "storm of goods".
1. Yu Minhong interviewed Ni Ping, and the results were mediocre
In January this year, Yu Minhong interviewed the famous actor Ni Ping on the Oriental Selection App to promote her new book. But the results of this interview were mediocre, and only 1,500 books were sold. As a senior media person, Yu Minhong has a certain personal influence, but it is still difficult to achieve the expected sales performance with his own appeal alone. It seems that even the old entertainment celebrities can't easily set off a sales frenzy.
I think this is mainly because, first of all, Ni Ping's popularity is limited to a more mature age group, and her influence among young people is limited. Secondly, there is also a certain generation gap between Yu Minhong's personal topic setting and interaction methods and the tastes of young audiences. Finally, today's fans value the combination of idols and brands more, and the books in this interview have not been vigorously endorsed and promoted by Ni Ping herself.
Second, Dong Yuhui brought "People's Literature" with remarkable results
Unlike Yu Minhong's interview with Ni Ping, Dong Yuhui showed amazing commercial charm when he was interviewed and promoted "People's Literature" magazine in the live broadcast room with Hui. In just two hours, he sold nearly 100,000 copies of the magazine. After the live broadcast, sales continued to grow rapidly, eventually approaching 1 million copies. This fully reflects Dong Yuhui's strong personal influence.
Why was Dong Yuhui able to set off such a violent "storm of bringing goods"? I think there are mainly the following reasons: First, he has a large number of loyal fans, and these die-hard fans are willing to spend money at his command; second, his marketing methods are very efficient and can quickly arouse fans' desire to buy; third, he is good at attracting more attention and expanding his influence through interaction and creating topics.
Third, the unique charm of Dong Yuhui's goods
Through the comparison of the two interviews, it is not difficult for us to find that the unique charm of Dong Yuhui's goods lies in:
1。 Has a large number of loyal die-hard fans. These fans are obedient to him and are willing to spend on his recommendation.
2。 Outstanding eloquence can quickly stimulate fans' desire to buy. His infectious language can quickly open the wallets of fans.
3。 Good at creating interactions and topics to attract more attention. He can always create hot spots and expand his influence.
4。 The personal charm is super strong, and there is a high cohesion and appeal. Fans come for his charisma and pay for him.
5。 Keen judgment of traffic trends, select hot topics. He can seize traffic opportunities, and the topic is always new.
6。 It is highly compatible with the brand and becomes the right person to endorse. His personal image is highly compatible with the brand and is more convincing.
7。 Knowing the psychology of fans well can always stimulate the desire to buy. He understands the psychology of fans and knows how to sell things.
8。 Experienced, highly skilled in business, and an expert in the delivery industry. He has been doing it for many years and can be said to be a veteran of the old hands.
IV. Conclusion
This "storm of bringing goods" once again proves that in the current entertainment industry, Internet celebrities with strong personal charm and influence have become the key factor in determining the success of a product. We also look forward to Dong Yuhui bringing more surprises and creating more miracles in the future.
From a business point of view, the entertainment industry is undergoing a transformation from "traffic is king" to "bringing goods is king". An artist like Dong Yuhui with multi-faceted commercial value will be sought after by more brands. For the majority of entertainment companies and idols, the cultivation of the ability to bring goods will also become particularly important.
Epilogue:
This "storm of bringing goods" fully shows that the commercial value of current entertainment stars has exceeded the simple traffic value, and the fan economy is becoming an important source of support for the development of artists. As observers, we will continue to follow the latest trends in the entertainment industry and share more unique insights.
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