sold out two years of orders in two hours, and Dong Yuhui topped the Douyin list

E-commerce newspaper Pro

2024-04-29 14:23Posted on the official account of Guangdong E-commerce News

Dong Yuhui sells Henan specialties

"Walking with Hui" is crazy in Henan, and the current itinerary has passed halfway.

Recently, Dong Yuhui's first live broadcast of his trip to Henan opened at the Yingtianmen site in Luoyang. Only 2 hours after the broadcast, the number of online users in the live broadcast room of "Walking with Hui" was 100,000+, and it received 100 million likes.

Source: Live broadcast room with Hui

Live broadcast data shows that in just half an hour after the broadcast, the sales of the live broadcast room have exceeded 10 million. That night, the live broadcast room of "Walking with Hui" rushed to the first place in the overall list of Douyin.

Most of the products on the shelves in the live broadcast room are Henan domestic brands and local agricultural products within 50 yuan, such as sesame oil, beef, Lotus monosodium glutamate, white elephant instant noodles, Xiaoyao Town Hu spicy soup, etc. Many products are out of stock within minutes of being on the shelves.

Source: Live broadcast room with Hui

One of the sesame oil agricultural products sold 60,000 orders in an hour and a half, while the merchant's annual sales volume in previous years was only 30,000 orders.

In this regard, Dong Yuhui said in the live broadcast, "Merchants only sold 30,000 orders last year, and now 60,000 orders have been sold within two hours, which is equivalent to two years of sales." It can be seen how many treasure enterprises in Henan are waiting to be excavated. ”

At the same time, Henan's old local brand "Huahuaniu" and Huazhong Food Company's "Ben Ben Dog" series products have appeared in the "Walking with Hui" live broadcast room. Among them, the live broadcast of a star single product of Huahuaniu was only 3 minutes long, and the sales exceeded one million yuan.

According to a person familiar with the matter, the live broadcast room of "Walking with Hui" is estimated to have sales of 100 million yuan in 8 hours, and many companies said that the actual sales data has doubled. At the same time, some media learned from unofficial channels that the actual sales of the live broadcast room of "Walking with Hui" on the 25th were nearly 200 million yuan.

According to the data of the three-eye check, the number of viewers in the live broadcast room on April 25 was 2887.19w, the sales volume was 100w+, and the sales volume was 5000w-7500w yuan.

On the morning of April 26, a short video about Dong Yuhui bringing Henan agricultural products on the evening of the 25th quickly topped the list of major social platforms.

On the same day, the "Walking with Hui" Henan trip visited Du Fu's hometown in Gongyi City and Songyang Academy in Dengfeng City. Dong Yuhui also opened a dialogue with Wang Liqun, a professor at the School of Literature of Henan University, in the live broadcast room with the theme of "History, Poetry of Time".

On the 27th, Dong Yuhui and his team visited the Yinxu Museum and the ruins of the palace temple in Anyang, during which the curator accompanied the whole process to explain the relevant content.

It is understood that the "Walking with Hui" Henan trip lasted from April 25 to April 29. At present, the number of viewers in the live broadcast room of "Walking with Hui" is more than 100,000 almost every day, especially when Dong Yuhui arrives, the atmosphere is even more enthusiastic.

In March this year, "Walking with Hui" had just finished its trip to Hubei. According to the data of the third-party platform, the total sales of the five-day trip with Hui in Hubei were 135 million, and the "Walk with Hui" account increased by 342,000 fans.

Source: Hubei Cultural Tourism

In the week before the trip to Henan, the cumulative number of viewers in the live broadcast room with Hui was 42 million. However, only 1 day after the start of the Henan trip, 28 million people poured into the live broadcast room.

Judging from the performance of Luoyang's first delivery and the volume of the next few days, Dong Yuhui's trip to Henan may have better results.

The car company found Dong Yuhui

Dong Yuhui's live broadcast room for this trip to Henan has seen some new changes.

During the live broadcast of Luoyang Station on the 25th, Dong Yuhui appeared in the live broadcast room in a Jihu car. At the same time, the eye-catching "ARCFOX Automobile" logo appeared on the seat belts and rear seats of the car.

In this regard, Dong Yuhui said that in the next three months, Jihu Automobile will provide car security and travel services for the column of "Walking with Hui to Read Mountains and Rivers".

Jihu Automobile has officially announced the news of cooperation with Dong Yuhui a few days ago.

In this live broadcast of Henan trip, Dong Yuhui and anchor Hansen interacted many times on Jihu Automobile, and introduced various functions of the car. A lot of close-ups of Jihu cars have also been added to the live broadcast room.

Source: Live broadcast room with Hui

Jihu Motors did not have a relevant link in the live broadcast room. Previously, Dong Yuhui's live broadcast room also promoted the driving experience of the M9 car, which also did not have a link with goods.

It is a good move for car companies to use the live broadcast room of popular anchors as advertising space. The anchors carry out soft placement of advertisements through interaction, which further expands exposure and strengthens brand promotion while not arousing the audience's disgust.

Especially in the current fierce competition in the automotive industry, car companies are trying to seek more new increments with the help of the live broadcast room.

This year, with the official end of Xiaomi cars, the competition in the car circle is becoming more and more intense. And Lei Jun's series of live broadcast marketing methods have brought splashing traffic to Xiaomi Auto.

According to the latest data, 75,723 units of Xiaomi cars have been locked in 28 days after its launch, and 5,781 units have been delivered, setting a new record for the delivery volume of the first model of a new brand in the industry.

In recent days, more and more car company bigwigs have been selling cars live, including Wei Jianjun, chairman of Great Wall Motors, Yin Tongyue, CEO of Jiyue, and Li Bin, CEO of Weilai.

At the Beijing Auto Show, which is in full swing, the CEOs of major manufacturers have become the focus of attention. Just today, Huawei's Yu Chengdong also appeared at the Beijing Auto Show. In addition, Tesla CEO Elon Musk has arrived in Beijing today, and may appear at the Beijing Auto Show tomorrow.

The car circle is accelerating the competition for online traffic passwords, whether it is the big boss in person, or with the help of the traffic exposure of the big anchor, it is a new attempt and breakthrough for the car company itself.

At the same time, for the big anchors themselves, the live broadcast room can not only bring goods, but also serve as an advertising space for the brand, further increasing the IP value and monetization channels.

The story of the head anchor is not finished

Nowadays, the live streaming industry is developing from extensive to more refined. Since the beginning of this year, Internet celebrity anchors have been overturning, and big anchors such as Brother Xiao Yang and Dong Yuhui have also been cracked down on many times, and the product quality problems in the live broadcast room are constantly being questioned.

As the industry continues to tighten, some time ago, Brother Xiao Yang and Simba announced the suspension of live broadcasts one after another, which once triggered speculation that the head anchors would collectively ebb and flow.

The increasing risks faced by top streamers have also forced them to start looking for new outlets. Among them, Brother Xiao Yang began to make skits, Simba said that he wanted to learn AI, Li Jiaqi recently opened his own coffee shop offline, and Dong Yuhui even appeared on the Beijing Film Festival to give a speech.

But it turns out that the live broadcast room is inseparable from the head anchor, and the head anchor is inseparable from the live broadcast room.

Just yesterday, the crazy little brother Yang, who had been off the air for a month, finally returned to the Douyin live broadcast room. That night, the sales volume of the live broadcast room exceeded 100 million yuan within 1 hour of broadcasting, and Brother Xiao Yang said in the live broadcast that he "broke his own sales record".

Source: Douyin

The cumulative number of viewers of the live broadcast exceeded 30 million, and the number of new fans on the account exceeded 180,000.

The rebroadcast of the top anchor did bring a wave of traffic peaks. But what cannot be ignored is that in the nearly 30 days since the suspension of broadcasting, Brother Xiao Yang is losing a large number of fans.

According to Gray Dolphin data, from March 28 to April 27, the "Crazy Brother Yang" account lost 760,000 fans. As of 18:30 on April 27, nearly 30,000 people had closed the account that day.

In February and March this year, the sales results of Xiao Yang's live broadcast room fell off the list for two consecutive months. On the other hand, Dong Yuhui's "Walking with Hui" ranks first on the Douyin list. Brother Xiao Yang's rebroadcast is not so much a return as a "firefight".

Looking at the other side, recently, many accounts under the head anchor Simba have been banned by Kuaishou. Simba, who previously announced that he would suspend live broadcasting, passively stopped the live broadcast.

The latest news, Simba's account live broadcast permission will be unblocked on May 20, 2024. It's not the first time Simba has been banned by the platform, and it is divided and combined, and the rebroadcast after the ban can even get higher traffic and popularity.

Behind the head anchor is not only one person, but also the development of a large group of teams. The head anchor who left the live broadcast room is like a fish leaving the water.

Some time ago, the new short drama "Master Fu, Your Substitute Bride is a Big Guy" launched by Brother Xiao Yang's Three Sheep Company was officially launched. But what is surprising is that the producer, Hangzhou Yimeng, was suddenly exposed to the news of disbandment.

Even if the three sheep have the traffic of the head anchor, they will also face the risk of changing careers. Stepping into a new industry often requires greater determination and strength.

Relatively speaking, Dong Yuhui is the most stable development line. was spun off to "Walking with Hui", Dong Yuhui continued to do the traffic business in the live broadcast room, and now the live broadcast of cultural tourism in Hubei and Henan has also begun to get on the right track.

The development prospects of cultural tourism live broadcast are undoubtedly very broad, and Dong Yuhui's personal ability and positioning are also more suitable for this track.

For the current top anchors, how to enhance their industry competitiveness is particularly important. The bonus period of live streaming is disappearing, and in the new round of reshuffle, it depends on who can have the last laugh.

Author | Pandora

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