Dahe Daily Yu video reporter Deng Fei Wei Zhan
The live broadcast of the clear stream rushes into Henan, and the thick Henan reflects each other. The sentence "the hinterland of Kyushu and Henan in the Central Plains", the spotlight of the whole network shines on Henan. The five-day trip to Henan started by the "Walk with Hui" team became the focus of the network before the May Day holiday. This 31-year-old sunshine young man from Tongguan, Shaanxi Province, has sparked sparks with which cities in the past two years? After leaving the Oriental Selection, Dong Yuhui led the "Walk with Hui" team to perform in Hubei for the first time? Dahe Communication Research Institute sorted out the cities empowered by Dong Yuhui's live broadcast, and deeply analyzed the city out of the circle code contained in Dong Yuhui's new live broadcast model of "culture + tourism + product", as well as the enlightenment of agricultural products out of the circle. The first one is launched today.
There were 36 outdoor live broadcasts in 22 months, with an average of nearly two per month
As the former anchor of Dongfang Selection, an e-commerce platform for live broadcast of agricultural products, since participating in the first large-scale live broadcast of Dongfang Selection on July 17, 2022, Dong Yuhui has participated in a total of 36 live broadcast activities of live streaming and traceability of agricultural products in 22 months, with an average of nearly two per month. Among them, five consecutive events were held in July, which was the most intense month.
Up to now, Dong Yuhui has traveled to 21 provinces due to outdoor live broadcasting, mostly in the central and western regions, and his footprints are all over the mountains and rivers of the motherland: Shanxi, Henan, Hubei, Xinjiang, Gansu, Ningxia, Qinghai, Yunnan, Guizhou, Shaanxi, Inner Mongolia, Sichuan, Guangxi, Zhejiang, Jiangsu, Hainan, Hebei, Guangdong, Shandong, Heilongjiang, Jilin.
Dong Yuhui's trip to Qinghai: Yu Minhong walked into the Emerald Lake Scenic Area with the Oriental Selection to Watch the World Live Broadcast Team (source network)
The traffic popularity remains high, and the number of intuitive people is on the rise
As a super IP, Dong Yuhui has become the hottest Internet celebrity at present. Whether it is a leisure vacation, participating in public welfare activities, or outdoor live broadcasts, he has become a hot spot everywhere he goes.
Judging from the public information combed by the reporter, the data of the live broadcast room of the outdoor live broadcast activities that Dong Yuhui has participated in is on the rise, all the way up. From the initial 100,000 and 10 million live broadcast rooms, the number of people in the live broadcast room has gradually risen to hundreds of millions.
In the second half of 2023, the live broadcast room of Xinjiang, Hebei, and Guangxi will be watched by more than 100 million people.
The highest value of a delivery reached 276 million yuan
Among the 19 outdoor live broadcast activities that Dong Yuhui participated in by the reporter, 8 of the activities brought sales of more than 100 million yuan, and most of the remaining activities had sales of tens of millions. Among them, from December 28 to 31, 2023, in the Guangxi special live broadcast event in which Dong Yuhui participated, the total sales reached 276 million yuan, which was the highest performance in the previous activities.
At the same time, there are often explosive products, explosive orders, and replenishment in the sales process.
Dong Yuhui in Hubei (source network)
It is worth mentioning that since Dong Yuhui left Dongfang Selection, his independent IP account "Walking with Hui" still maintains a high level of popularity after opening its live broadcast debut on Douyin on the evening of January 9, 2024. Dong Yuhui's first outdoor live broadcast in Hubei Province with a GMV data of 135 million yuan made the outside world more convinced of Dong Yuhui's value. Dong Yuhui's re-start and the launch of the "Walk with Hui" account have further deepened the matrix layout of Dongfang Selection's account.
Next, Dong Yuhui and the performance of the "Walking with Hui" team in Henan made the outside world look forward to it.
The mode of bringing goods has been extended from "agricultural products" to "culture + tourism + products".
2022 is the initial stage of Dongfang Selection's exploration of live broadcast e-commerce, focusing on bringing agricultural products. When it was broadcast live outdoors for the first time in Pinggu, Beijing, where it was registered, the category of goods was Pinggu big peach. Then the first stop to the whole country was to choose Heilongjiang, the "granary of China", and the "live broadcast of rice fields" and "live broadcast of farmhouses" brought goods on the spot, which aroused the infinite reverie of netizens across the country about Heilongjiang.
The following live broadcast activities such as the Guizhou Special Products Special Session and the Qingdao Special Session were also dominated by agricultural products. Before the establishment of "Walking with Hui", Dong Yuhui participated in the outdoor live broadcast activities mainly around "agricultural products", which is in line with Dongfang Selection and the original intention of "Walking with Hui" to adhere to agricultural products.
After entering 2023, the delivery model has begun to be flexibly adjusted, in addition to interspersed with agricultural product traceability activities, the categories of live streaming have gradually increased the categories of tickets, travel packages and other cultural and tourism products. In Wuxi, Jiangsu Province, game products are the most popular, accounting for 81%. In addition to the physical sales of various businesses, there is also no shortage of tourist recommendations such as scenic spots, museums, and places of interest.
Jiangsu Wuxi Line (source network)
On April 15 and 16, 2023, the live broadcast event held in Xizha Scenic Area, Wuzhen, Zhejiang, not only included rice, flour, grain and oil, vegetables and fruits, special dishes, snacks and snacks, seafood and aquatic products, tea drinks, seasonings, but also covered household products, personal care and home cleaning, household appliances, cultural and creative products, etc., with an unprecedented variety of products.
In Dujiangyan, Sichuan, in addition to local specialties such as brown sugar glutinous rice cakes, Langjiu and Luzhou Laojiao combination packaging have become the products with the highest sales in Sichuan. Sichuan writer A Lai's book "The Dust Settles" sold more than 10,000 copies soon after it hit the shelves.
In the Yangzhou special session, the live broadcast brought "parent-child research 'summer' Yangzhou", "garden beauty 'appreciation' Yangzhou", "two bright moon 'night' Yangzhou", "Huaiyang food 'taste' Yangzhou" and other research products.
Dongfang Selection tries to use the new form of live broadcast of "live broadcast + cultural tourism" to grasp the consumption boom of cultural tourism revival, and hopes to enter the cultural tourism consumer market. As the holding company of New Oriental Cultural Tourism Group, "Walking with Hui", it follows this model and lays the foundation for the formation of a unique model of "tourism live broadcast, cultural explanation, and specialty delivery".
Live special events should be normalized in accordance with the season
It can be seen from the dozens of live broadcast activities that Dong Yuhui has participated in that there are more and more rules, not only the local cultural and tourism departments and commerce departments take the initiative to invite, but also the live broadcast team to cooperate with the consumption season, New Year's Festival, tourism season, holidays and other optional actions that should be in line with the season.
For example, in response to the scene of the Dragon Boat Festival, Dong Yuhui went to Zhenjiang, Jiangsu Province to trace the origin of zongzi and recited "Lisao" on the spot. The trip to Inner Mongolia coincided with the opening of the local Naadam Festival. And when the Songkran Festival in Yunnan arrived, the live broadcast team went to Yunnan to live broadcast and bring goods. The Mid-Autumn Festival and the National Day are coming, and the team will live broadcast the holiday cultural tourism products in Beijing.
The Hainan special event is also one of the key activities of the "2023 Hainan Online New Year Festival". The live broadcast team brings special agricultural products, special foods, and special cultural and tourism products. The ongoing activity of walking with Hui in Henan was chosen to be carried out on the eve of the May Day holiday to build momentum for the upcoming tourist season.
With the gradual maturity of the team with Hui, the way of live streaming will be more flexible and diverse.
List of Dong Yuhui's outdoor live streaming activities (partial)
The tabular data is derived from publicly available information.
Source: Dahe Daily Yu Video Editor: Jiang Yulu